As the economic downturn tightened its grip throughout 2009, the marketing industry has become more focused on new behaviours that are emerging among consumers.

This, together with an ever-growing interest in digital media, is the main conclusion of a dual analysis of the top downloads by Warc's media and market research agency subscribers in the last 12 months.

The Dynamics of the downturn report from the Future Foundation's Changing Lives conference in January predicted the rise in popularity of price comparison websites, downtrading and category switching, and was one of the most widely-read papers among media agencies.

For market researchers, Targeting new behaviour is key to marketing in a recession topped the download table, with its outline of M&C Saatchi's segmentation research into recession-struck consumers identifying groups like "Crash Dieters", "Scrimpers", "Clothcutters" and "Treaters".

The trend continued state-side, judging by the number of readers from both groups interested in Innovating in recession, our own analysis of the media trends across the 2009 US Effie winners, and Cheryl Swanson's article on New social trends to emerge as the US reacts to recession.

Market researchers also kept a keen eye on China, one of the world's few genuine growth economies in 2009, evidenced by the top-five position of Chinese consumer attitudes in the downturn, written by Peter Walshe of Millward Brown.

Economic troubles aside, both media and research specialists retained their thirst for online issues.

Warc's Best Practice paper Should you advertise in social networking websites? registered strongly among the former group, while the latter looked to our report from the Digital Media Measurement Summit in an effort to identify the latest developments.

Data sourced from Warc