eMarketer data and insights address how consumers spend time and money, and what marketers are doing to reach them in today’s digital world.
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Use the menu on the left to explore eMarketer's eight research categories. Corporate subscribers have access to every topic listed within these categories. eMarketer's research coverage is designed to provide customers with the most comprehensive data and insights into the evolving digital marketing landscape.
The forces influencing consumer behavior, changing media consumption patterns and affecting digital marketing practices.
Media usage and ecommerce insights for influential demographic groups and audience segments.
Top advertising and marketing trends impacting today's digital landscape.
Analysis of mobile technology developments, consumer adoption rates and usage patterns, and advertising trends.
Intelligence related to shifting trends in social media, network usage and marketing strategies.
Comprehensive coverage of the omnichannel retail experience to better understand customers and drive revenues.
Competitive intelligence on the top US retailers—in one convenient platform.
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In-depth coverage of key trends and shifts within top vertical segments.
Our global research ensures marketers worldwide have the data they need
eMarketer publishes in-depth reports, interviews, benchmarks, forecasts, charts and thousands of data points on key countries affecting today‘s digital world. We offer the most comprehensive level of research on these countries and regions:
* Primarily France and Germany
eMarketer produces regional reports, key benchmark data and proprietary estimates on digital marketing measures such as ad spending, ecommerce, social media, mobile penetration and device usage for these countries:
eMarketer also gathers research from thousands of sources on countries that are often ignored or underserved by other firms. By aggregating this data and making it easily accessible, we offer one of the most robust searchable databases in the industry—with an average of 15,000 charts published each year.
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eMarketer reports provide an in-depth understanding of each topic that we cover. Explore our recent and upcoming reports using the menu on the left. To learn more about why eMarketer's data and insights are the most trusted in the industry, read about our approach to research.
Even as audiences for TV and digital video are shifting screen time, that fragmentation is not as clear-cut as media hype would indicate. This report looks at how advertisers can best reach the fragmented audience on any screen.
China’s booming ecommerce market is still gaining size and speed, even after several years of strong growth. Alibaba is the dominant figure on the ecommerce scene in China, but its chief rival in all things internet, Tencent, is expanding its ecommerce footprint.
About 1.21 billion digital buyers worldwide will spend $1.455 trillion on online or mobile purchases in 2014—up 19.2% from 2013. Worldwide B2C ecommerce spending will rise significantly through 2018, fueled by consumers in emerging markets.
As tablet and smartphone adoption grow, video viewing is increasingly occurring via mobile platforms. Multiscreen usage and young users drive that growth.
The share of Hispanics in the US who mainly speak Spanish is projected to decrease over the next 20 years. Marketers face a variety of challenges when deciding what language to use when trying to communicate with the evolving Hispanic market.
Worldwide social network ad spending will reach $16.10 billion in 2014, a 45.3% increase from 2013 that will push social’s share of overall digital ad investment to 11.5%. Combined social network ad dollars from North America, Western Europe and Asia-Pacific will represent 93.7% of global expenditure.
A majority of US seniors are now internet users. But their degree of digital engagement is comparatively low, especially in areas like mobile and social, making them an elusive audience for marketers who rely on digital channels.
There is intense interest in linking social media and TV, but consumer usage remains low. Twitter, the platform most closely aligned with TV, is facing new challenges from Facebook, and questions remain about the impact of social media on TV viewing.
French Canada is distinct from the rest of the country both for its language and culture, but also for its lagging digital usage. But the market is too big for digital marketers to ignore, and signs point to gains in both mobile and internet adoption.
Consumer fondness for mobile devices continues to have an effect on common email benchmarks such as open rate and click rate. As a result, marketers continue to lean on responsive design and a smarter use of data to achieve maximum relevancy.
Digital maps are controlled by two giants, but many forces are in play that are opening map audiences to wider marketing efforts. From digital representations of indoor spaces, to in-car applications to proprietary maps, brands will have more opportunities to measurably advertise to map users.
Paid media ad spending worldwide will total $545.40 billion in 2014. Digital and mobile ad investments continue to rise significantly. Digital will account for more than one in four paid media ad dollars, while mobile will make up 6.0% of the total.
Google’s Product Listing Ads have grown exponentially since their launch in 2012. They now account for more than a quarter of paid search clicks bought by retailers and are putting pressure on shopping comparison engines.
With easy access to information and more choices than previous generations, millennials often are frustrated by what they perceive as an outdated, “analog” healthcare system. Online and mobile tools will play a catalytic role in engaging them.
With more than 500,000 room listings and a valuation on par with the world’s biggest hotels, marketers are wondering what’s next for Airbnb. Some think its next prize is the lucrative business travel market. But is Airbnb a threat, or an opportunity?
Even though most implementations using Bluetooth low energy are still in the experimental phase, beacons have emerged as a topic of interest in 2014. Marketers in multiple industries are separating the hype from the reality and figuring out what works.
The “internet of everything”—where the web becomes the conduit for life’s activities at home, work and everywhere else—will be the next big advance in connectivity. But it risks getting stuck in neutral if web traffic is divided into slow and fast lanes.
Digital banking provides an insightful lens through which to view the advancement of digital lifestyles in different countries. For developed nations, consumer habits are changing so fast that institutions are struggling to keep pace. In developing regions, mobile is proving to be a catalyst for financial access as handset use reaches near-ubiquity.
UK consumers’ retail purchase journeys are more complex than ever before, with many shoppers using multiple channels at multiple locations. These cross-channel consumers are of interest to retailers and marketers, but keeping track of them is not easy.
Baby boomers are moving into a life stage that will disrupt much of their customary consumer behavior. Their needs and priorities will shift in categories ranging from housing to food to their choice of vehicle as their long retirement looms.
Two important US mcommerce milestones are approaching: In 2016, eMarketer expects one in four ecommerce sales to come from mobile devices and in 2017, mcommerce sales will top the $100 billion mark. Traditional retail products are behind this growth.
While Facebook is the dominant social media network in almost every country, the worldwide social landscape is not so simple. This report aims to help marketers assess the status of social media by examining social networks in 26 key countries.
Business-to-consumer ecommerce sales in Western Europe will reach an estimated $372.84 billion in 2014. Germany and France will be the largest continental markets by sales value. Both will maintain double-digit growth this year, as will Italy and Spain.
UK total media ad spending will surpass £15 billion ($23.43 billion) in 2014. Digital will generate nearly 48% of total ad dollars, including 13.4% from mobile. Digital ad outlays will continue to post steady growth, driven by mobile ad investments.
US total media ad spending will reach $180.12 billion in 2014. Digital will make up more than 28% of total ad outlays, with 9.8% going toward mobile. Digital ad spending will post double-digit gains through 2018 as mobile ad expenditures steer growth.
CPG brands are incorporating various mobile initiatives into marketing plans that get brand messages in front of the consumer at the point of purchase, providing them with more relevant information and the discounts they covet.
The US digital video market is spinning in a virtuous cycle, with audience levels, device usage, content availability and monetization growing at healthy rates and fueling each other. This set of trends is likely to continue for at least several years.
Email has long been a staple of B2B marketing programs, but its maturity does not exempt it from new influences. To continue to prove effective, B2Bs must now consider mobile devices, content marketing and automation for every email campaign.
Millennials constitute a third of Mexico’s population, but they make up half of its web users and a majority of smartphone and social network users in the country. Their digital habits are similar to those in more economically advanced markets, but having grown up in a middle-income country and hit with a recession just as they were getting started in life, millennials in Mexico have less financial flexibility and are less likely to make purchases online.
With internet security breaches in the news regularly, it’s no surprise that shoppers’ confidence is reaching new lows. Coupled with growing consumer concern over how marketers use personal information, retailers are striving to maintain customer trust.
In 2014, 39.5% of people worldwide will use the internet regularly, while 64.9% will use a mobile phone. Usage is beginning to plateau, especially in developed markets. New users in the Middle East and Africa, Latin America, and Asia-Pacific will drive growth.
The UK is a sophisticated mobile market, with smartphone adoption and mcommerce growing fast and surging ahead of other European territories. But mobile payments activity has lagged. What’s behind the delay, and what will need to change?
eMarketer's benchmarks and estimates build the foundation for each topic that we cover. Use the menu on the left to browse our forecast packages to see the frequency with which the data will get updated throughout the year. To learn more about why eMarketer’s data and insights are the most trusted in the industry, read about our approach to research.
The eMarketer US Ad Spending Benchmarks package, published quarterly, includes estimates and projections for advertising spending across media channels, including TV, digital, print, radio and others. The package also dives deep into digital and mobile advertising spending across formats, including search, display, video and other categories.
This quarterly benchmark package includes historical estimates and forecasts on advertising spending across media channels, including TV, digital, mobile, print, radio and others. The package also takes a detailed look at digital and mobile advertising spending across search, display, and video formats, spending on social network advertising and net UK ad revenues for Google and Facebook.
The eMarketer Worldwide Ad Spending Benchmarks package, released quarterly, includes historical estimates and forecasts for total media, digital, and mobile ad spending for six regions and over 20 countries. For select countries, estimates for digital ad spending across formats, including search and display, are included.
This quarterly benchmark package examines how marketers are allocating ad dollars across major ad sellers and digital platforms, including Google, Facebook, Yahoo, AOL, Twitter and others. The figures include global and US ad revenues, market share, growth, APRU and related metrics across markets such as digital, mobile, display, search and others.
This quarterly benchmark package includes historical estimates and projections for spending on social network advertising by marketers in six regions and select countries. Estimates are also broken out for ad spending on specific social networks such as Facebook, Twitter, and LinkedIn.
The eMarketer US Internet User Benchmarks package include historical estimates and forecasts on usage levels of many activities of internet users and households across digital devices, including video viewership, audio and music listeners, social networking, email and search, gaming and other activities. The forecast also breaks down usage levels by age, gender, race/ethnicity.
This semiannual benchmark package examines the mobile landscape in the US. Historical estimates and forecasts are provided for mobile phone users, mobile phone internet users, smartphone users broken out by age, gender, and race/ethnicity. This package also includes estimates for mobile connections, smartphone users by operating system, mobile social network users, mobile Facebook users, mobile Twitter users, mobile video viewers, mobile music listeners, and mobile gamers, as well as mom, Baby Boomer, Gen X, and Millennial mobile phone users, mobile internet users and smartphone users.
This semiannual benchmark package includes historical estimates and forecasts for US tablet users, iPad users and ereader users. Estimates for tablet users contain breakouts for audiences by age, race/ethnicity and gender.
eMarketer’s semiannual US Time Spent with Media package examines the average time users spend per day with TV, radio, digital, mobile, and print media, down to the hours and minutes. Specific breakouts include estimates for time spent with smartphones, tablets, social networks, video, newspapers and magazines. This package also compares the average time spent per day with select media to major media ad spending.
The semiannual eMarketer UK Internet User Benchmarks package includes historical estimates and forecasts for fixed broadband subscriptions and households, internet users, social network users, Facebook users, Twitter users and digital video viewers. This forecast also includes breakouts for usage levels by age and gender.
This semiannual benchmark package examines the UK’s mobile landscape, and includes forecasts for mobile phone users, mobile phone internet users, smartphone users, and mobile social network users broken out by age and gender. This package also contains estimates for mobile connections, smartphone users by operating system, mobile Facebook users, mobile Twitter users and mobile video viewers.
This semiannual benchmark package includes historical estimates and forecasts for tablet users, iPad users and ereader users in the UK. Estimates for tablet users contain breakouts for audiences by age and gender.
eMarketer’s UK Time Spent with Media forecasting package, released semiannually, includes estimates for the average time users spend per day (hours and minutes) with TV, radio, digital, mobile, and print media. This package also compares major media ad spending to the average time spent per day with select media.
eMarketer’s semiannual package for EU5 Tablet Users includes historical estimates and forecasts for tablet users in France, Germany, Italy, Spain, the UK, and the overall EU-5 market.
The Worldwide Internet User package, released semiannually, includes historical estimates and forecasts for fixed broadband subscriptions and households and internet users for six regions and over 20 countries.
eMarketer’s Worldwide Mobile User Package, released semiannually, covers the mobile landscape in six regions and over 20 countries. Historical estimates and forecasts are provided for mobile connections, mobile phone users, mobile phone internet users, and smartphone users.
This semiannual benchmark package examines the social networking market in six regions and over 20 countries. eMarketer’s historical estimates and forecasts include figures for social network users and Facebook users.
This semiannual benchmark package examines the digital and mobile travel market in the US. The forecast includes historical estimates and forecasts for digital and mobile travel sales, digital travel researchers and bookers, and mobile travel researchers and bookers. eMarketer takes a deep look at mobile travel in this package, with a comparison of smartphone travel sales and smartphone researchers and bookers to tablet travel sales and tablet researchers and bookers.
eMarketer’s US Digital Coupon User forecasting package, published semiannually, includes estimates for US adult digital and mobile coupon users and mobile barcode scanners. Estimates for mobile coupon users include breakouts for adults who redeem coupons on smartphones, tablets, and other mobile devices.
eMarketer’s annual US Mobile Payment Package includes historical estimates and forecasts for the number of proximity mobile payment users in the US, and the percentage of smartphone and mobile phone users who use a mobile device as a payment method. Projections for proximity mobile payment transaction values, the growth of proximity mobile payment values, and the average spend per user on proximity mobile payments are also included in this package.
This benchmark package, published semiannually, dives deep into the US retail sector by examining US retail sales, retail ecommerce sales, retail mcommerce sales, retail ecommerce holiday season sales, digital travel sales, and retail ecommerce sales broken out by 10 product categories. Estimates for digital shoppers and buyers by age and mobile shoppers and buyers by device (tablet and smartphone) are also included in this package.
This benchmark package, published semiannually, examines the UK’s B2C ecommerce market. Historical estimates and projections for total retail sales, retail ecommerce sales, retail mcommerce sales, and digital travel sales are included, as are figures for digital shoppers and buyers, mobile shoppers and buyers by device (smartphone and tablet), and digital travel researchers and bookers.
The semiannual Worldwide B2C Ecommerce package includes historical estimates and forecasts for B2C ecommerce sales, digital buyers and digital shoppers for six regions and over 20 countries. For select countries, forecasts are included for retail ecommerce sales and digital travel sales.
eMarketer's philosophy is that research should be easy to use and convenient to access. That's why all of our topics are delivered to customers in a variety of formats, depending on how much time they have and how much depth they need.
Each eMarketer report is the result of the combined efforts of our researchers, chart specialists, interviewers, analysts and editors. Concise and readable, reports provide an in-depth understanding of specific markets and trends, offering unique analysis based on the eMarketer method of looking at all available information. In short, they take the vast amount of data eMarketer assesses and publishes daily, and put that data into context for our clients. Each report has five distinct sections: the executive summary, the eMarketer view, findings, conclusions and sources.
In the executive summary, the key questions addressed in the report are laid out along with relevant background information.
The eMarketer view gives you eMarketer’s take on what the crucial developments are, which way the marketplace is headed, and what you should be watching most closely.
The bulk of the report consists of eMarketer’s findings, which weave together third-party data with interviews, analysis and eMarketer forecasts to show you everything that is happening. The report’s key takeaways are highlighted in the conclusions section.
eMarketer’s signature charts offer a quick, clear view of the latest data—both eMarketer forecasts and the latest numbers from the thousands of other sources eMarketer evaluates.
Creating the over 10,000 charts eMarketer publishes a year means assessing 75,000 to 100,000 data points—and vetting all of them for accuracy and sound methodology. Despite the sheer volume of constantly updated information we publish, eMarketer’s searchable and browsable database makes it quick and easy to find what you need.
Once you do find the perfect piece of information, eMarketer gives you the option of exporting it as a PDF, JPEG, Excel file or PowerPoint slide, making it easy to pass along or incorporate into a presentation.
Finally, of course, each eMarketer chart is labeled with clear source and methodology information, so you know exactly what you’re looking at.
eMarketer’s forecasts distill the collective predictions of the research world about the digital landscape. What makes the eMarketer perspective so reliable is that it’s supported by a transparent methodology, as well as robust comparisons to other estimates.
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population along with company-, product-, country- and demographic-specific trends as well as trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
Additionally, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
eMarketer publishes forecasts on advertising spending, internet usage, mobile usage and ecommerce sales for countries in North America, Western Europe, Latin America, Asia-Pacific, Eastern Europe, and the Middle East and Africa. Advertising spending forecasts are published quarterly and usage forecasts are published twice a year.
Due to the dynamism and volatility of digital media, it’s hard to trust any single forecaster or organization to get it right. That’s why eMarketer comparative estimates present many credible predictions—alongside eMarketer’s own view—so you understand where researchers agree, or disagree, about where specific markets are heading.
eMarketer doesn’t just compare data points. It also compares viewpoints. We conduct and publish thousands of interviews with industry leaders. As with eMarketer’s other coverage, the goal is to find out what is really happening in the marketplace, whether there is a convergence or divergence of opinions and practices. Corporate clients don’t just get to look at the numbers, they get to hear about developments from the executives themselves.
eMarketer also publishes shorter pieces, often focused on highlighting a single trend or data set from a longer report. eMarketer corporate clients have access to all of eMarketer’s articles, along with the reports, charts and interviews they draw from.
Join our analysts for dynamic presentations on the digital marketing topics that matter most to your business. After the webinar, their PowerPoint decks and audio commentary remain available for easy viewing anytime.
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