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. Read a sample »
Media usage and ecommerce insights for influential demographic groups and audience segments. Read a sample »
Top advertising and marketing trends impacting today's digital landscape. Read a sample »
Analysis of mobile technology developments, consumer adoption rates and usage patterns, and advertising trends. Read a sample »
Intelligence related to shifting trends in social media, network usage and marketing strategies. Read a sample »
Comprehensive coverage of the omnichannel retail experience to better understand customers and drive revenues. Read a sample »
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Expanded coverage on trends, benchmarks and usage patterns for today's key regions and countries (for global trends, also see Big Picture Trends & Benchmarks). Read a sample »
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As consumers spend more time on social, they're slowly getting comfortable interacting with financial institutions there. Banks, credit card companies, insurers and investment firms are moving from listen-only mode to direct engagement to grow digital relationships.
Digital ad spending by the US telecom industry will reach $4.82 billion in 2013 and grow to $6.69 billion by 2017. Providers are using online and mobile advertising to promote new technology, faster connectivity and more profitable data and video packages.
US sports leagues and broadcasters are increasing the amount of video they stream digitally, but their plans are expensive and restrictive. These limitations are hampering what would otherwise be a more lucrative digital content ecosystem.
"Mobile-only" consumers, those who go online only via mobile device, are relatively rare. But growing numbers of consumers are using mobile exclusively or almost exclusively for certain tasks, making up a new group: “selective mobile-only” users, or SMOs.
2013 was the year social media companies made their mark on mobile and native advertising. In 2014, video, programmatic buying, ad networks and geolocation will also become trends to watch in social media.
Many newspaper and magazine brands in the UK are amassing ever-larger digital audiences across all age groups. But the most digitally sophisticated consumers are likely to rely on multiple channels for their content consumption.
Affluents in the US tend to be careful spenders, more likely to see themselves as middle class than as wealthy. Few are wallowing in luxuries. They are heavy users of digital channels, though this hasn’t squelched their attachment to TV and print media.
Digital ad spending by the US computing products and consumer electronics industry will reach $3.21 billion in 2013 and grow to $4.66 billion by 2017. B2C and B2B marketers are upping their use of search, video, social and mobile formats.
Western European digital ad spend will hit $28.39 billion in 2013, up 10.2%. Advertisers in Germany will invest $5.65 billion—the regional high and double the expected outlay in France ($2.80 billion). Economic pressures in Italy and Spain will continue to hinder gains.
Smartphones and tablets have transformed shopping, giving consumers instant access to information along the whole path to purchase. Retailers have taken note and increasingly are using mobile advertising at each step leading to the purchase.
Travel ecommerce in Western Europe is maturing, and market share for travel bookings is likely to shift to mobile channels over the next five years. Marketers that can reach travelers at multiple digital touchpoints are in position to take advantage of this evolution.
From online customer complaints to rogue employees caught on camera, restaurants are often subject to negative comments and photos spread via social media. However, tools like Twitter and Facebook can give brands an edge, allowing them to prevent and smooth over these same problems.
The US tablet audience continues to expand at a rapid pace. eMarketer expects that this year, for the first time, the majority of US internet users will use a tablet. Nearly half of all US residents will such a device regularly by 2017.
Ads targeted to a user’s location outperform standard mobile display. But inventory with rich geodata is limited, so attaining scale can be hard. To compensate, some brands are widening the target area and using historical location data to zero in on specific audiences.
A fragmented beverage market creates a plethora of choices for consumers who can be swayed in-store by discounts and other incentives. This report examines how brands use social and mobile to strengthen the connection from awareness to conversion, and whether mobile can be an effective tool to keep consumers from detouring along the path to purchase.
UK digital ad investment will hit £6.1 billion (over $9.68 billion) this year and claim more than half of total media ad spending by 2017. Mobile expenditure is helping spur digital’s overall gains. By the end of the forecast period, it will nearly match TV ad spending.
Digital technology is affecting every facet of the insurance industry, from the way consumers research, compare quotes and buy policies, to how companies develop and launch new products. Insurers are responding by embracing digital, while also balancing other channels that consumers value.
Mexico’s internet user penetration rate is nearing 50%, helped along by web adoption from an expanding swath of consumers and boosted by a surge in mobile device uptake. Now, as Mexico’s web user base widens, nuances are emerging in how different segments of the population are embracing elements of the digital lifestyle.
Mobile game monetization is expected to increase substantially over the next four years thanks to a surge in smartphone and tablet use, growing consumer acceptance of mobile ads and virtual goods, and greater sophistication in the mobile app ecosystem.
Smartphone users are rapidly becoming a majority among US mobile phone users—as well as the population at large. eMarketer expects double-digit growth in user numbers to continue through 2015. By 2017, nearly eight in 10 mobile phone owners will have a smartphone.
Consumers across the Asia-Pacific region rely heavily on mobile devices for digital information, and this behavior seamlessly translates to their engagement with travel products and services.
Digital ad spending by the US CPG and consumer products industry will hit $3.51 billion in 2013 and reach $5.40 billion by 2017. Marketers are building brand awareness with dynamic digital display formats and beefing up direct-response support for ecommerce initiatives.
Targeting digital audiences by age takes customized approaches. eMarketer’s Canada demographics report provides an overview of age-based tendencies and the tactics best suited for digital engagement.
The cost-per-thousand (CPM) impression is the dominant pricing model of digital display today and in the foreseeable future. It may undergo slight modifications, though, thanks to brand advertisers’ growing interest in both digital audience and performance measures.
Accelerating smartphone uptake and faster mobile networks are driving mobile internet growth in Brazil. And with more of the country going online using mobile devices, multiscreen and multichannel consumption is on the rise, too.
This report explores the whys and hows of video in the marketing funnel. Digital’s strength for direct response combined with video’s branding focus can help advertisers achieve their full range of goals, from awareness to consideration to conversion to loyalty.
Hispanic consumers—thanks to population growth, wider consideration of models across all segments and rapid adoption of smartphones—have become the most important target for automotive marketers.
The US healthcare and pharmaceutical industry will spend $1.18 billion on digital advertising in 2013, a figure that will rise to $1.47 billion by 2017. But regulatory uncertainty and patent expirations continue to put a damper on investments across the board.
Social TV may be one of the easiest, most effective settings for real-time marketing. Twitter and Facebook are increasing efforts to get people to discuss what they’re viewing. And marketers are deepening integrations, with an eye toward amplifying their TV ad outlay.
Total media ad spending in the US will top $171 billion in 2013. Nearly one in four ad dollars will go toward digital, while mobile will claim 5.0%. Digital ad expenditure will continue strong growth through 2017, pushed ahead by the dramatic rise in mobile ad outlays.
Digital is becoming a key aspect of a new mother’s experience—from pregnancy through early motherhood. At the epicenter lies social, in the form of both general social networking and community parenting sites, which are replacing traditional support networks.
Mobile has long tempted marketers in China, but the channel simply offered too many challenges. Now, the sheer size of the smartphone market has made it impossible to ignore.
The US social network audience is nearing a plateau. This year, over two out of every three internet users will visit a social site at least once per month. Out of these 163.5 million social networkers, nearly 90% will access Facebook, while 22.5% will be Twitter users.
Latin America is one of the world’s fastest-growing regions in terms of GDP, according to the International Monetary Fund (IMF), although Asia-Pacific and Africa contain more individual countries where output is expected to rise at an annual rate of 6% or better in 2013. Overall, real GDP growth in Latin America and the Caribbean fell back from 4.2% in 2011 to 3% in 2012, according to both the Economist Intelligence Unit (EIU) and the IMF. The Brazilian economy, in particular, slowed sharply last year. Yet most of the region saw strong domestic demand in spite of lower-than-expected GDP figures, thanks in part to easily available credit. Several nations—including Chile, Mexico and Peru—earn substantial income from commodity exports and should continue to see solid economic expansion. The IMF did revise its forecasts for Latin America in July 2013, however, as key regional economic indicators were disappointing in Q1 2013. On that basis, it predicted regional growth of just 3.0% for 2013 and 3.4% for 2014. Responding to trends in summer 2013, the EIU projected an even sharper drop in gains this year, to 2.7%, and average annual rises of 3.7% between 2014 and 2017.
Continued recession and financial turmoil in the eurozone, which includes Central and Eastern European countries Estonia and Slovakia, have prolonged the economic pain throughout the rest of the region too. As the International Monetary Fund (IMF) commented in its “World Economic Outlook” in April 2013: “Exports decelerated, confidence suffered, and beleaguered Western European banks decreased funding for their subsidiaries [in Central and Eastern Europe].” Demand for the region’s agricultural and industrial products has fallen, and unemployment is up. Several countries—including Poland and Turkey—share the UK’s dilemma: The government needs to cut a sizeable debt and is unwilling or unable to make large investments in the kinds of capital and infrastructure projects that would give the economy a real boost. According to the IMF, growth in Central and Eastern European GDP dropped from 5.25% in 2011 to 1.5% in 2012 and will see “only a moderate recovery” in 2013 and 2014, with output rising 2.25% and 2.75%, respectively. But this upturn is directly dependent on firm evidence of a rebound in Western Europe. In other words: “The key downside risk is prolonged stagnation in the euro area countries, given the strong economic linkages between them and the Central and Eastern European countries.”
2013 has posed a real challenge to economic forecasters gauging the prospects for Western Europe. An April 2013 report from the International Monetary Fund (IMF) characterized the regional situation as one of “diminished crisis risks amid prolonged stagnation.” The IMF suggested that “growth will generally remain subdued” and noted that “a sustained appreciation of the euro [could lower] competitiveness and [dampen] export growth.” In July 2013, the same source issued an even more pessimistic forecast, concluding that “the euro area will remain in recession in 2013, with activity contracting by more than 0.5%. Growth will rise to just under 1% in 2014, weaker than previously projected.”
Both Canada and the US experienced economic ups and downs in the past year. While the US is still emerging from recession—and Canada never fell into it—neither country has been untouched by the continuing eurozone crisis and a marked slowing of growth in Asia-Pacific— notably, in China. But these worries have done nothing to dent the pre-eminence of North America’s advertising market. On the contrary: The US and Canada will account for $184.73 billion in ad expenditure this year, eMarketer estimates, or 35.7% of the worldwide total—a larger share than any other region and a greater proportion than in 2012. Between now and 2017, North America will continue to represent the biggest-single component of the global ad economy as regional spending on all measured media passes $212 billion. That portion will diminish marginally, though, as faster-growing markets including Asia-Pacific and Latin America gain share.
It’s become commonplace to view Asia-Pacific as the world’s leading growth engine. But 2012 demonstrated how tightly all parts of the global economy are interwoven. With shrinking demand from the US and the eurozone in particular, Asia-Pacific’s economic performance last year was “subdued,” according to the International Monetary Fund (IMF). Activity did pick up somewhat by early 2013, the same source noted, following indications of recovery in the US and Asia-Pacific itself.
Complex forces are at work in the global economy. In late 2013, there is good news: The US is climbing slowly but steadily back to financial health, and the eurozone crisis has abated to some degree. Around the world, many people enjoy higher standards of living than ever before. Yet volatility is never far away.
No other part of the globe presents such stark contrasts between national economies—or consumer living standards—as the Middle East and Africa (MEA). Some of these differences were heightened in 2011 and 2012, as the Arab Spring disproportionately affected countries in the region. Yet the forward momentum of emerging economies is ensuring healthy growth for the region as a whole. Progress in 2012 was especially noteworthy in Eastern Africa, according to the International Monetary Fund’s (IMF’s) April 2013 report, “World Economic Outlook: Hopes, Realities, Risks.” However, 2013 has brought new anxieties. This past August, the Economist Intelligence Unit (EIU) commented that “political instability continues to hamper economic prospects in the Middle East and North Africa (MENA). ... Egypt is suffering severe civil unrest, [and] Syria remains embroiled in civil war.” In consequence, the EIU cut its regional growth forecasts, projecting that output in MENA would rise just 2.9% this year. Both the EIU and the IMF see brighter prospects for sub-Saharan Africa. The former source has estimated GDP gains in this area at 3.9% in 2013 and 4.8% in 2014. The IMF suggested that economic growth in sub-Saharan Africa would be robust as “middle-income” countries such as South Africa post encouraging results. Exports will suffer, though, as much of the developed world is still mired in recession or its aftermath. Inflation in MEA was high by first-world standards at the end of 2012—almost 8%—but is expected to fall unless fuel and food prices creep up.
This edition of eMarketer Editors’ Global Top Picks highlights recent reports about internet take-up in Turkey, digital habits surrounding consumer products in emerging markets, and the UK travel industry.
This month’s eMarketer Editors’ Top Picks calls attention to “Holiday Shopping Preview: Omnichannel’s Blurred Lines,” a report that forecasts good news for retail ecommerce sales this November and December.
Young men in the US lag behind young women in educational attainment and other important respects. But they don’t regard themselves as lost souls. They’re avid users of digital technology, and often bring it to bear in their shopping.
Turkey’s internet penetration rate is now close to 50%, and the majority of its online population is younger than 35. Many internet users will go online for the first time via mobile devices, as smartphone adoption is expected to accelerate.
Tablet usage is on the rise, but US tablet users are not abandoning other devices. These users are a device-dependent group who switch screens at predictable times throughout the day. To understand this group, it is best to think of them as multidevice power users.
In 2013, 23 million UK consumers—46% of the population—will book travel digitally, and even more will research travel this way. But travel digital sales growth is slowing. With the recession top of mind, people are looking for bargains—turning to digital tools for help.
As Western brands saturate markets in North America and Europe, they are moving into developing markets. Although every developing market is distinct, some signature digital advancements apply almost across the board.
eMarketer projects that holiday ecommerce sales will notch another year of strong growth in 2013. Digital sales for the holiday season are projected to rise 15.1%, nearly in line with last year’s 15.2% increase.
Omnichannel isn’t just for retail anymore. Digital is blurring boundaries everywhere, complicating everything from the definition of a consumer to a purchase location and how to attribute it. Welcome to the world of vanishing distinctions between everywhere and nowhere.
This month’s eMarketer Editors’ Global Top Picks looks at recent ecommerce coverage, including the report “Worldwide B2C Ecommerce: 2013 Forecast and Comparative Estimates,” which anticipates double-digit growth for global ecommerce sales through 2017.
Just a small share of digital video ads offer interactivity, but that’s expected to rise rapidly over the next few years. Here are best practices for companies just getting started with the technique and also for those looking to up their game.
This month’s eMarketer Editors’ Top Picks reminds readers to check out benchmark reports such as “US Ad Spending: Mid-2013 Forecast and Comparative Estimates,” which shows that digital ad spending, while increasing, will lag TV ad spending through 2017.
Digital banking now provides critical touchpoints for consumers, but strong inclinations to use traditional banking channels persist. To adapt and better serve their customers, some banks are turning to an omnichannel strategy.
A new wave of made-for-web content led by Netflix’s “House of Cards” and short-form videos on YouTube is redefining television. Shifts in how shows are funded, distributed and viewed represent the industry’s biggest disruption since the advent of cable.
LinkedIn’s new focus on content marketing is intriguing to marketers. Early results from new ad formats have been positive. However, consumer usage trends are mixed, indicating that LinkedIn hasn’t definitively proven that adding content can drive more people to use the service.
Digital ad spending by the US retail industry will reach $9.42 billion in 2013 and grow to $13.50 billion by 2017. Marketers are honing strategies to reach consumers in a multiscreen, omnichannel environment.
eMarketer’s latest estimates for US time spent with media show a huge increase in usage of mobile devices.
B2B marketers say social channels deliver qualified leads. That’s why the majority of them report at least moderate involvement in social marketing. While their ability to measure return on investment of social efforts remains iffy, they say social vastly improves top-of-funnel engagement.
Despite the increasingly globalized nature of the world economy, local markets offer varying degrees of opportunity in mobile payments. eMarketer’s latest mobile payments report puts the focus on Canada.
In 2013, over 1 billion digital buyers worldwide are expected to spend more than $1.221 trillion online, with sales growing 17.1%. The B2C ecommerce space in all regions will expand substantially through 2017, though emerging markets will record the highest gains.
With more than three-quarters of UK homes having broadband internet access and mobile internet speeds improving, consumers don’t have to stick with traditional delivery methods for video, music or games; options to store or stream content are now very much on the menu.
As buyers of B2B products and services look to the internet throughout the buying cycle, vendors’ lead nurture efforts become critical. To craft more relevant nurture programs, many B2B marketers are tying behavioral data into their marketing automation usage.
Despite uneven economic growth, rising income levels and a rapid uptake of smartphones will drive internet penetration in Thailand. The country’s National Statistics Office reported an internet penetration rate of 26.5% in 2012, up from 18.2% in 2008.
Clinging to an ever-young image of themselves as they move into their 50s and 60s, baby boomers are a tricky audience for marketers to address. The gap between self-perception and reality is particularly problematic in areas like health and retirement.
Ecommerce in Australia is maturing, and growth is beginning to slow. The confluence of a digital-savvy population and an adapting brick-and-mortar retail sector points toward an omnichannel future.
Email continues to prove an effective marketing channel as evidenced by the latest benchmark measures of open rate and clickthrough rate. Mobile devices and more personalized, targeted messages play a role.
US travel industry spending on digital advertising will reach $3.35 billion in 2013 and grow to $4.96 billion by 2017. Marketers are making more sophisticated use of data and technology to reach travel consumers in a multiscreen, omnichannel environment.
UK consumers are masters of using mobile devices to shop, evolving showrooming from a trend to a habit. As a result, new relationships will develop between customers and merchants—digitally and in-store—but some retail sectors still resist moving to digital.
Total media ad spending in the US will reach $170.69 billion this year, with digital accounting for nearly one-quarter of that amount, eMarketer estimates. As digital outlays approach three in 10 ad dollars, mobile is also rapidly increasing its share of the pie.
This month’s eMarketer Editors’ Global Top Picks spotlights recent reports on social media usage around the globe, as well as a deep dive into UK media usage and ad spending.
This month’s eMarketer Editors’ Top Picks showcases the latest edition of one of eMarketer’s most popular reports, “Key Digital Trends for Midyear 2013: The Fragmentation of Mobile,” which discusses fragmentation among mobile devices as tablet and smartphone use grow.
The proliferation of digital media and renewed efforts to expand the banked population in Mexico have resulted in alternative payment methods—often merging the mobile, online and offline worlds—that should expand the consumer base in the formal purchase funnel.
UK spending on digital ad formats remains strong, despite the country’s financial woes. Digital ad outlays will rise from £6.1 billion ($9.68 billion) to £8.4 billion ($13.33 billion) between 2013 and 2017, with mobile and video investments in particular driving growth.
Key performance indicators, or KPIs, are a complex issue for automotive marketers. Many original equipment manufacturers still rely on clickthrough rates and lead data, but the industry is testing new metrics to better understand marketing return on investment.
Video is the fastest-growing of any digital ad format, with marketers attracted to the branding possibilities of video and more consumers watching digital video content each year. Spending is predicted to continue growing robustly in coming years, and by 2017 will account for nearly 15% of all US digital ad spending. eMarketer has curated a roundup of key trends, statistics and information relevant to marketers exploring the possibilities of online video advertising. We hope this brief will help you navigate the complexity facing all digital marketers.
Mobile proximity payments transaction value in the US will hit $1.04 billion in 2013 and grow to $58.42 billion by 2017. Early success is getting consumers comfortable paying via smartphones, while large-scale initiatives aim to bring mobile payments to the masses.
Most pet owners consider their pets to be family members and are on a constant search for the best products and care. Tapping into consumers’ need for information and impulse to share, pet brands connect in ways other consumer goods categories might do well to adopt.
Content owners in the movie, TV, music and news industries are implementing digital subscription plans in an effort to build much-needed revenue. New players are entering this field while existing ones are refining their models.
Social networking is gaining ground in Western Europe, with user numbers reaching 174.2 million in 2013. Facebook alone will boast 153.0 million users in the region this year. Twitter and Google+ are growing, while most local services are losing out to global players.
Moms make extensive use of digital technology for their shopping, in part to access information and advice from other moms. With mobile devices and social networks so important to moms, though, marketers must not tread too heavily for risk of annoying an especially task-oriented audience.
Though the global mobile phone population is approaching a plateau, the worldwide smartphone audience is expected to rise sharply through 2017. Between 2013 and 2017, the total number of smartphone users is set to increase from 1.40 billion to 2.51 billion.
There will be 32.1 million UK social network users in 2013. Over 90% of these users will access Facebook regularly, and 31% will be active Twitter users. As gains in the total UK social network audience slow, mobile phone social network use will continue robust growth.
Mobile messages come in many forms, including SMS, MMS, mobile email, IM/chat and push notifications. Consumers use them all; marketers use most, sometimes disjointedly. Still, the volume of mobile messages is ramping up, and cross-channel synergies exist.
Traditional platforms still account for the greatest amount of time spent with particular forms of media in the UK, and traditional media remain as popular as ever. But media consumption is increasingly crossing platforms, and the internet is becoming pervasive.
Although Facebook is the dominant social network in nearly every country, the worldwide social network landscape is not so simple. This report aims to help marketers assess the social landscape by briefly examining social network usage in 27 key countries worldwide.
Today’s Parent, Canada’s leading mom-targeted media property, has twice the number of Twitter followers as national newspaper The Globe and Mail. What’s behind this? The answer lies in the shifting consumption habits of moms in Canada.
This year, 50% of the UK population will be social network users, with Facebook and Twitter dominating in usage. As the social world continues to evolve, new groups and demographics are joining in, and new networks are creating niche markets.
Mobile is no longer a monolithic category. Smartphone and tablet owners are beginning to display distinct behavior patterns. New advertising and commerce use cases are also emerging as the number and variety of mobile screens increases.
This month’s eMarketer Editors’ Global Top Picks spotlights recent coverage of emerging economies, with reports such as “Brazil Social Media: The Mobile Middle Class Goes Social” and “Vietnam Online: Mobile Internet Will Drive Growth.”
Advertisers and publishers use ad verification to validate brand safety and other display ad delivery parameters. As measures of viewability and fraud detection become more important, marketers also look to verification to measure ad quality.
Digital ad spending by the US financial services industry will hit $5.20 billion in 2013 and grow to $7.38 billion by 2017. Increased use of data and technology will help brands streamline and coordinate branding and direct-response efforts across channels.
Online travel reviews provide a lens into unfiltered consumer sentiment and behavior, and this shared traveler information is driving changes in travel marketing.
Actively monitoring social conversations and quickly creating marketing content are two legs of the real-time marketing stool. But the third leg—paid advertising—is also critical. New tools will help marketers to more rapidly deliver ads that take advantage of the moment.
The restaurant industry has always been promotion-driven. Coupons are an established tactic, and daily deals have been an extension of this approach. But as the landscape has been shifting, operators have been reevaluating their worth and exploring new tools.
This month’s Top Picks looks at a recent eMarketer forecast on tablet users and how marketers, such as those for beauty brands, are embracing tablets to reach customers.
Sponsorship is a broad term that means different things to different marketers. This report includes eMarketer’s latest estimates of channel spending and discusses some key questions marketers should ask about their sponsorship programs.
Decades after the first computer network arrived in the UK, the country remains at the forefront of the digital revolution. Ecommerce, video viewing and mobile device usage are among the areas seeing big changes as consumers embrace new options.
In Brazil’s already intensely social digital space, new growth is expected to come primarily from new middle-class internet users, who are more likely to tap into social platforms via limited feature mobile devices.
In recent years, Vietnam has drawn international attention for both its quick-growing economy and online population. Pushed by the government, internet access is set to expand to both rural areas and mobile devices.
The UK tablet audience will continue on a robust growth trajectory through 2017. Between 2013 and 2017, the country will gain 15 million new tablet users. Greater affordability and a wider variety of models will help boost user numbers throughout the forecast period.
Those born between 1981 and 2000 are large in number but—without some convincing—won’t buy as many vehicles as their parents. Digital brand-building efforts have paid dividends for some firms competing for the near 10% of the volume US millennial buyers are driving.
Digital ad spending by the US auto industry will hit $5.07 billion in 2013 and continue to grow through 2017. Targeted online and mobile ads will play a larger role in both branding and direct response as automakers and dealers work together to streamline campaigns.
The number of UK smartphone users will near 31 million this year, a 17.2% increase from 2012. eMarketer estimates that two-thirds of mobile phone users, or more than 50% of the UK population, will use smartphones by 2014.
Tablets offer beauty brands a platform to showcase products in a way that neither smartphones nor PCs can. Enhanced interaction via touchscreen and a bigger product display capability make the tablet experience more engaging than on a smartphone. As consumers’ tablet adoption continues to rise, the opportunities for beauty brands will grow along with it. This report will look at how and why beauty brands should leverage the attributes of the tablet to showcase their products.
Coming of age at a turbulent time, US millennials have yet to settle into predictable patterns of behavior, making them a particularly challenging target for marketers. But they’re much too large a demographic to ignore.
This month’s eMarketer Editors’ Global Top Picks spotlights recent reports on mobile marketing, including “UK Mobile Ad Trends: Mobile Matures, Yet Growing Pains Persist.”
Real-time marketing is one of the trends eMarketer examines in its content this month. A big reason for the focus on real-time marketing is that as mobile usage grows, people expect to engage with a brand anytime, anywhere. In 2013, eMarketer estimates, there will be 140 million smartphone users and 123 million tablet users in the US.
eMarketer expects the US tablet audience to expand robustly through 2017. Between 2013 and 2017, the number of US tablet users will grow from 123.1 million to 178 million, driven by falling costs and increased integration of tablets into daily life.
The number of social network users worldwide will increase 18% this year to 1.73 billion. Audiences in India, Indonesia, Mexico, China and Brazil will exceed average growth rates as mobile devices offer many users internet and social network access for the first time.
Affluent consumers in the UK are avid about digital, using the internet more than any other socioeconomic cohort. But they are also the most “switched on” group, acutely aware of data and privacy issues related to their activities on digital platforms.
Today’s digital consumer is exposed to many marketing messages before making a purchase. To understand and rate the relative value of each of these messages, retailers are starting to deploy advanced multichannel attribution solutions. Few retailers use these solutions now but adoption is accelerating.
Marketers turn to data management platforms (DMPs) to act on Big Data. Though they mostly use DMPs for audience targeting at the moment, use for both digital and cross-platform attribution is growing.
After the UK, France and Germany are the second- and third-largest markets in Western Europe for mobile advertising. Both saw growth of more than 50% in mobile ad spending in 2012. Yet for most brands, mobile ad strategy and investment are in their infancy.
eMarketer expanded our 2013 digital travel forecast to include estimates for mobile travel sales and tablet researchers and bookers for the first time. The US online travel market is mature, but there are significant opportunities to seize market share via mobile.
eMarketer estimates that between 2013 and 2017, the number of internet users worldwide will rise from 2.56 billion to 3.24 billion. Online markets with lower penetration rates such as India, Indonesia, Mexico and Brazil will drive global internet audience growth.
Smartphone penetration is growing rapidly in Canada. This year, one of every three people in Canada will have a smartphone. Tablet usage is also climbing fast. But Canada dramatically lags similar economies when it comes to mobile ad spending.
Responsive design—a website configuration that dynamically adjusts content to fit multiple screens—is gaining traction among site owners grappling with the proliferation of web-enabled devices. But while content in responsive designed sites is fluid, display advertising is not, so workarounds are necessary.
In the UK, mobile advertising is now an effective and key marketing tactic, evolving from boutique and difficult to essential and mainstream. With significant further growth projected, brands that remain skeptical or wary of this marketing channel will be left behind.
Because of heightened consumer price sensitivity and a desire to stay competitive, retailers have been turning to online services to monitor and make changes in real time. Though used by prominent retailers, dynamic pricing is still in the early stages for most.
Native advertising is becoming an increasingly viable way for marketers to reach audiences on venues such as social media, news sites and streaming services. Native ads are typically embedded into the content stream, blurring the lines between advertising and content.
To stay close to their customers, many marketers have started to use real-time marketing. But to be effective at it, marketers and their agencies must make changes in the creative process.
An increasingly complex buying process has accompanied the growing importance of online video advertising. But several best practices outlined here can help brands make the most of their video—and television—ad budgets.
Consumers’ use of both social media and smartphones has made user-generated reviews a part of car buyers’ shopping process. User-generated content can help secure sales during the buying cycle and inspire loyalty throughout the ownership cycle.
Internet penetration rates in the Nordic countries top those of all other countries in Europe, with the exception of the Netherlands. Internet users in the region have also been quick on the uptake of mobile devices, and the outlook for mobile advertising is strong.
This month’s eMarketer Editors’ Global Top Picks calls out reports about digital in Latin America. One of them, “Brazil Ecommerce: Sports, Travel and Cheap Retail Maintain the Market’s Momentum,” explores an emerging market and how online travel sales for upcoming events like the 2014 FIFA World Cup soccer tournament will fuel ecommerce.
The US mobile phone audience is near capacity, but the number of smartphone users continues to rise at double-digit levels. From 2013 to 2017, smartphone users will increase from 140 million to 207.4 million. By 2014, half of the US population will use a smartphone.
Even as the US economy slowly improves, consumers are sticking with much of the economizing they adopted during the recession. And many are using digital technologies to make the most of the dollars they do spend.
This month’s Top Picks points to benchmark reports published in the last month such as “US Retail Ecommerce: 2013 Forecast and Comparative Estimates” and “US Digital Content Users 2013: Strong Mobile Growth Drives Video, Gaming and Music.”
Hispanics’ focus on family around meal preparation and shopping opens up opportunities for brands to use social media and marketing tools to engage this audience. How can brands leverage this knowledge to create opportunities both in-store and online?
There will be 163.5 million US social network users in 2013. Out of this group, 90% will be Facebook users, while less than 25% will use Twitter. Gains in the overall social networking audience are slowing, though smartphone social network use continues to rise rapidly.
As kids make the physical and emotional move to their teenage years, their digital behavior alters significantly. Teens’ smartphone use is the most striking change, as the device takes center stage during these formative years.
Mobile device usage among travelers is reaching critical mass, providing marketers with unprecedented opportunities to communicate with a massive, captive audience on the move.
Lack of regulatory clarity and concerns about ROI as budgets decrease have restricted pharma companies’ social media use. But consumers use social to search for online health info, and pharma marketers should evaluate this channel to identify its impact on brand goals.
US retail ecommerce sales will grow at a 14% average annual rate from 2012 through 2017, nearly doubling in size from $225.5 billion to $434.2 billion. The rise of mobile commerce, omnichannel retailing and other innovations will drive long-term ecommerce growth.
As mobile internet use in the US ramps up, small-screen browsers are gaining traction with consumers and marketers. Brands investing in mobile SEM and SEO have scored several home runs, but curveballs from Google and Apple have knocked some marketers off their game.
Nearly all UK web users read and send email. For many UK advertisers, email is a reliable but unexciting communications platform with a fairly small budget. However, email marketing typically delivers excellent ROI, either alone or in combination with other channels.
Using Facebook as an ecommerce platform didn’t pan out for many US retailers. But because of the social network’s significant audience and reach, no merchant wants to entirely write it off. Retailers and brands are now exploring other ways to drive sales using Facebook.
US auto shoppers are jumping from desktop to mobile when looking for auto brands—shaking up an established marketing channel for the industry.
Digital content marketing is capturing more attention—and a greater share of B2B marketers’ budgets—as a way of winning the attention of prospects and the loyalty of customers. B2B marketers talk about best practices for successful content marketing.
eMarketer Global Top Picks features a new benchmark report, “UK Internet Users and Penetration: Steadily Approaching Saturation,” along with a look at ecommerce in Western Europe and a survey of digital usage in Indonesia.
Digital TV and movie audiences in the US are growing faster than expected thanks to momentum in mobile viewing and increases in connected TV adoption. This raises the competitive stakes for streaming services and opens opportunities for marketers.
Digital video appears to be at an inflection point in Mexico. Video consumption is widespread, but the focus has been on short-form content. In addition, advertisers have committed a very small portion of their budgets to the video channel.
This month’s Top Picks calls out reports that address important trends emerging in the digital space. “Key Digital Trends Q1 2013: Whither the Brand?” for example, discusses how social media platforms now play an outsized role in consumers’ interactions with brands.
The number of digital video viewers, gamers and music listeners continues to grow robustly. Mobile is expected to drive growth in all content areas, boosted by smartphone adoption and the increasing availability of mobile content.
Seniors lag well behind younger adults in many forms of digital activity, including internet user penetration and time spent online. Though many have mobile phones, far fewer have smartphones. TV dominates seniors’ media usage more than it does for other age groups.
UK consumers are keen mobile users, yet the banking sector hasn’t jumped on the mobile marketing bandwagon—missing a chance to enhance service and repair brand trust. This sector can learn from UK insurance firms and innovative banks elsewhere.
Mobile video advertising connects two of today’s most desirable marketing channels in the hopes of reaching consumers with relevant messages wherever they are. While advertisers must overcome limits on growth first, the right choices can offer success.
Are CPG brands ready to offer more ecommerce opportunities to consumers? Grocery shoppers are already using technology in myriad ways, but brands are still figuring out how to move the “buy” button closer to the consumer.
The UK internet user population has plateaued but remains a strong market. In 2013, 47.9 million—or three out of four people in the UK—will use the internet. Growth in user numbers will be in the low single digits and only slightly higher than UK population gains.
As social platforms assume greater prominence for everyday interactions and mobile emerges as the new desktop, the balance of owned, earned and paid media is shifting. Brands face a tradeoff between more opportunities for engagement but less control over where they take place.
Even as Brazil’s economy slows, the country’s ecommerce sales have been growing steadily, powered by expanding internet penetration and rising household income. B2C ecommerce should see double-digit gains this year and again in 2014, when the FIFA World Cup is expected prompt a spurt in domestic travel and even-related economic activity.
Indonesia, which has the world’s fourth-largest population, is expected to experience a GDP growth rate of 6.3% or higher in 2013, with that rate continuing through 2017. Economic growth will fuel higher internet use, particularly via mobile devices.
With 70% of internet users already buying online and smartphone users comparison shopping across sites, it is critical for retailers to know how to earn deep customer loyalty. Those that succeed will be rewarded with customers who act as brand advocates, buy more and pay premium prices.
Cruise shoppers find online sources just as useful as other travel shoppers do when moving along the path to purchase. However, the cruise industry is still lagging far behind other travel sectors when it comes to online bookings.
TV still sits at the center of the UK consumer’s home entertainment experience. But with more screens present in the average household than ever before, consumer attention is fragmented, and devices that offer limited functionality are going out of fashion.
Ecommerce sales in Western Europe will rise by nearly 14% in 2013 to more than $333 billion. All markets will see significant growth, while increasing take-up of smartphones and tablets across the region will boost shopping and buying on mobile platforms.
eMarketer Global Top Picks this month points to a focus on UK coverage, with reports on tablet usage and the state of mobile payments.
The internet is an increasingly important source of information for people seeking information about health and healthcare. But most online health seekers still rely on their doctors to recommend the best course of treatment.
US internet, search and email user populations have reached maturity. Remaining growth in user numbers will be small and closely reflect changes in the overall US population.
Small-business owners are experts in their chosen lines of business but not necessarily in marketing or digital technology—factors that can influence their behavior as purchasers of goods and services.
Mobile display ad formats consist of more than the simple banner ad. The expanding volume of ad inventory, across both apps and mobile websites, includes a variety of immersive ad formats that offer advertisers multiple ways to engage smartphone and tablet users.
This month’s Top Picks features topics as diverse as eMarketer’s forecast for mcommerce sales, connected cars as consumers’ “the fifth screen,” and what’s important to know about the men’s grooming business.
Marketers are expanding their use of social analytics tools to support real-time marketing initiatives, including content marketing, changing advertising on the fly and linking to trending topics.
The automobile is emerging as the “fifth screen” in consumer life, a largely undefined digital opportunity that will soon reach a majority of new vehicles in the US.
As personal care brands for men extend their product lines, male shoppers can be overwhelmed with choice and reluctant to ask questions about how to use particular products. Brands are stepping up digital efforts to educate, engage and ultimately convince men to buy.
Internet users are highly influenced by what other customers have to say about a service or product, and displaying the feedback can lend credibility to a merchant. Yet with more evidence of reviews that are fake or solicited unethically, consumers have begun questioning their validity.
The internet radio industry is in the early stages of development and despite steady growth, faces daunting business challenges. Nevertheless, marketers are jumping into the space with a passion that echoes the music that streams from broadcast services.
Russia now has the largest online population in Europe, although by European standards internet penetration remains low. Growth will come as investment brings web access to more of the country.
More than 60% of online shopping carts are abandoned by consumers on the grounds that they were not yet ready to buy. This report investigates the implications of cart abandonment and some emerging strategies for increasing sales based on shopping patterns.
“Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities for Growth” is one example of global-focused coverage published recently by eMarketer. Also highlighted in this edition of Global Top Picks is the report “UK Mobile Advertising: Device Adoption Drives a Spending Boom” and an interview with Visa’s CMO for core products, who discusses the credit card company’s strategy for big international events like the Olympics.
Google’s aggressive moves in the travel business will have wide-reaching implications for travel marketers. But the timing and extent of their effects remain to be seen.
Proximity payments made by mobile phone have been at low levels in the UK, but four significant mobile wallet launches in 2013 should provide a blueprint for growth there and in other European markets.
This month’s Top Picks highlights eMarketer’s industry coverage, such as “Automotive Ecommerce: Late to the Party, Industry Will Adapt,” which looks at the reasons why ecommerce hasn’t grown in the auto sector and how over time that will change. Top Picks also points out two new interview series: Media Voices and B2B Perspectives.
In 2012, tablet penetration in the UK stood at 15.6% of the total population. It will more than double by 2016 to 36%, fueled by the affordability of smaller form factors, putting tablets in the hands of the mass market.
The UK’s mobile advertising market is booming, fuelled by dramatic increases in smartphone and tablet penetration. eMarketer predicts that spending on mobile ads will leap by 65% in 2013, to £737.6 million ($1.2 billion), and top £2.1 billion ($3.4 billion) in 2016.
Business-to-consumer ecommerce sales in Mexico have come to life in the past three years. Growing at rates greater than 40% since 2010, they reached $6.16 billion in 2012. The outlook for ecommerce positive, but cultural preferences, low credit card penetration and a relatively underdeveloped shipping infrastructure continue to hold back growth.
From home and afar, nearly 100 million people in the US will shop through a smartphone in 2013 and spend $13 billion doing so. But the mobile checkout counter will be only half full, as businesses let roughly one out of two mobile shoppers slip through their fingers.
Connected TV advertising is at an early stage, but its potential to unify TV’s branding power with digital’s interactivity, targeting and measurability makes it increasingly essential for marketers to take the long view. However, several factors are inhibiting connected TV’s growth.
Today’s kids are indeed digital natives. But so are many of their parents, which means kids are first experiencing the digital life as a family affair—the first generation to do so.
The internet has become an integral part of clinical practice, allowing physicians to stay up to date on healthcare treatments, medications and payer guidelines. Regulatory and competitive pressures, along with demographic shifts, are likely to drive increased use.
Online video consumption has grown rapidly in Canada. Advertisers have not been as quick to embrace the format but are expected to increase spending sharply.
The US tablet audience has doubled in size over the past year as the devices have attracted a wider variety of consumers. Rapid adoption is set to continue. The number of people who will use tablets in the US is projected to quadruple between 2011 and 2016.
New-car sales are virtually unknown online, despite growing interest among consumers and manufacturers. Legal restrictions and entrenched distribution processes are likely to maintain the status quo in the near term, but innovations from new players and a coming wave of Gen Y buyers accustomed to online buying will ultimately force change.
Social media has gone mobile, forcing marketers to rethink their strategies for reaching consumers. They must understand mobile social usage patterns, unify their mobile and social media marketing, and create content that works seamlessly across multiple screens.
Despite some healthy skepticism about marketers’ sincerity, more than half of US consumers say they have bought a product because the proceeds went to a cause they supported. Through the use of digital tools, companies involved in cause marketing are finding it easier to connect with customers through social media, to tell stories through online video and to solicit donations via mobile.
As brands increase their marketing budgets to engage consumers on YouTube, Facebook, Tumblr and other social media sites, the value and use of a brand site is up for debate. What does a brand site do best?
Digital ad spending is only getting bigger, as advertisers in emerging markets expand their overall ad investments and marketers in regions across the globe place more efforts into mobile advertising. By 2016, one in four advertising dollars will go towards online and mobile advertising.
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.
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