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 »
In-depth coverage of key trends and shifts within top vertical segments.
Expanded coverage on trends, benchmarks and usage patterns for today's key regions and countries (for global trends, also see Big Picture Trends & Benchmarks).
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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.
When it comes to digital engagement, women in the UK are catching up to their male counterparts fast and, in some areas, are even more engaged than men. Young women, in particular, are often the UK’s digital leaders.
Interest in proximity marketing has surged recently, partly due to the introduction of Apple’s iBeacon. This year, retailers will experiment with proximity platforms, but the tactic is perhaps more useful for analytics than for messaging.
In 2014, mobile devices are continuing to reshape the behavior of UK consumers and marketers alike. Advertisers must weigh the advantages of real-time ad buying and content marketing and come to grips with the issues and challenges surrounding big data.
While other social platforms are on the rise in Canada, Facebook remains the top social site. Marketers are increasingly using native advertising products on social to boost their brands, as well as tried-and-true nonpaid strategies like contests.
For CPG brands, extending TV ad campaigns to digital can be a no-brainer—repurpose 30-second ads. But as they venture into digital video advertising, the experience is teaching “TV-addicted brands” that the benefits go beyond better ROI.
Desktop search will fall behind mobile search next year in terms of spending, but the desktop will retain a key role in the consumer journey, especially in driving online buying activity.
Smartphone users now make up 51.4% of the US population and 65.0% of the US mobile phone audience. The US smartphone user base is up 13.5% from 2013. By 2018, two-thirds of the US population and 82.1% of mobile phone users will use a smartphone.
The industry relies on ad verification to validate the delivery of digital display ads. But as viewability and programmatic advertising become more popular, marketers expect ad verification tools to offer real-time, preventative services.
China’s mobile payments market is poised to explode, but the combination of technology and provider that will succeed at drawing wide acceptance among merchants and consumers remains to be seen.
Consumers in the top socioeconomic categories in Mexico make up about 21% of the population, but they have an outsize presence in digital life and also in share of income and consumption.
As buyers for business-to-business (B2B) products and services use mobile devices more at all stages of the sales funnel, B2B marketers are speeding up their learning curve and trying to keep up with usage trends.
UK ad spending continues to show strong growth compared with the rest of Western Europe. In the digital realm, ad spending will expand 35% between 2014 and 2018, driven by surging mobile and video ad investment.
Though Twitter’s growth rate is slowing, its ad revenue is rising, and the company is rolling out new features and analytics to help show whether the ads are effective. For now, the unique opportunities outweigh marketer concerns over its smaller size.
This report provides an overview of the number of mobile phone and smartphone users and their growth—as well as data on device operating system and manufacturer share where available—for the 21 countries included in eMarketer’s core global coverage.
US total media ad spending will approach $180 billion in 2014. Digital will capture nearly 28% of total ad outlays, including 9.9% that will go toward mobile. Digital ad spending will continue to post double-digit gains through 2018 as mobile ad investments surge ahead.
Nearly 79% of the US population will use the internet regularly in 2014. Over 68% of these internet users will be social networkers. Both groups are highly saturated, and growth of the number of new internet and social network users will be minimal in the coming years.
Native advertising is driving revenue growth on social media and digital news channels, particularly as they expand in the mobile space. However, concerns over the potentially misleading effects of native ads have led to government scrutiny.
This year will mark an inflection point in the UK media landscape, with the average amount of time adults spend online each day forecast to surpass their daily time spent with TV for the first time. Perhaps more importantly, daily time spent with mobile devices is at the point of exceeding traditional desktop and laptop computer usage.
Today’s mothers get much of their guidance on possible purchases from other mothers, often via social media. But with budgets tight, they are on alert for coupons and other discounts, creating an opening for marketers to reach them in those ways.
Despite some broader economic wobbles, Brazil’s digital ecosystem is growing at a healthy pace as an expanding middle class in the country taps into the internet via computers, mobile phones and tablets.
UK internet user penetration is high. In 2014, 77.1% of the country’s population will use the internet regularly. Growth of the UK social network audience is also slowing. More than half of all people living in the nation will use a social platform this year.
Driven by increased consumer expectations and advances in inventory management, retailers are speeding up the delivery process and providing more options for receiving products. But problems during the 2013 holiday season show retailers still have a long journey ahead.
UK music listeners are taking to ad-supported streaming music services in droves. They are young and increasingly mobile, but remain unimpressed with marketing via these platforms. With better strategies, however, marketers stand a chance.
TV ad spending will grow at steady, if small, rates through 2018—even with the inroads of digital. This report, eMarketer’s first to focus exclusively on television, provides our latest estimates for TV ad spending and how they compare with other channels, particularly digital.
Cookie-dependent marketers have been skeptical of mobile advertising for its lack of precision targeting. But opinions are changing as Facebook and Twitter bring more sophisticated mechanisms to mobile and advances are made in retargeting and location targeting.
Hispanics are avid social media users and are likelier to access the internet with their mobile phones than the general US population. Understanding their media usage and content consumption is key to creating relevant messaging for this demographic.
A forsaken slice of US consumers will return to the new-vehicle market in 2014 thanks to loosening lending restrictions. Marketers will need to adjust tactics to target and appeal to these buyers.
Shoppers abandon more than two-thirds of the items they place in digital shopping carts, a figure virtually flat over the past few years. Alarming as this sounds, it says more about how consumers use carts and less about their ultimate effectiveness.
Programmatic advertising growth in Canada is being driven by direct deals with publishers but is expected to grow significantly in the coming years.
Across Western Europe, rising penetration of smartphones and tablets is changing the way people shop. Few consumers in France, Germany, Italy and Spain buy via mobile devices but mcommerce will expand rapidly, especially in a better economic climate.
Many marketers have experimented with real-time marketing. In 2014, it will be important to compare the results from these initiatives with those of more typical marketing efforts and to focus on the return on investment they achieve. Looking at social media metrics alone will not be enough.
Self-directed investors rely on a proliferation of digital options to research and make trades. Online and mobile usage and behavior, particularly among young and affluent investors, point to tactics such as targeting and content marketing.
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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