Papers covering social media trends and neuroscience proved of particular interest to Warc's media agency subscribers this year.

Social media trends around the world, an ESOMAR presentation reviewing results from the Global Web Index, a 16-market syndicated study exploring evolving habits, was the single most-downloaded piece of 2010 among media specialists.

Authors Bonnie Breslauer, of Lightspeed Research, and Tom Smith, of TrendStream, offered a deep dive into the impact of increased involvement in social media on consumer behaviour, attitudes and purchasing.

Meanwhile, an Admap article from PHD's David Wilding on neuroscience - specifically the agency's own dedicated planning tool - also caught the eye, and was the second most widely-read item of 2010.

In third was another Admap piece detailing 10 trends in digital marketing.

Nuri Djavit, of Last Exit, argued these shifts would include more Flash on mobile devices - whatever Steve Jobs' thoughts on Adobe's software - and the rapid evolution of crowdsourcing techniques.

Djavit also predicted that Facebook could "replace email" - a particularly prescient forecast, coming as it did before Mark Zuckerberg's announcement of the email service in November 2010.

Two papers covering TV's interaction with new media - on adding an online video component to the classic TVC and the "complementary" relationship between television and social media - rounded out the top five.

Data sourced from Warc