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Coverage of a Digital World

Recent Reports

In addition to revealing the latest findings from thousands of research sources, our reports offer expert opinions, projections, key takeaways and case studies providing go-to insights for determining strategies and initiatives. eMarketer will publish over 200 reports this year on the most relevant topics. Take a look at our most recently published reports.

Recently Published eMarketer Reports

Report Titles

Month Published

The Internet of CPG Things: What Consumer Products Marketers Need to Know Now

May 2016

The internet of things (IoT) is changing the way the consumer products industry does business. Mobile devices, beacons, radio-frequency communication, smart packaging and real-time data are helping manufacturers track their supply chains and deliver personalized marketing experiences.

US Mobile Commerce Update 2016: Behind the Rapid Growth

May 2016

Mcommerce in the US will continue to grow rapidly in 2016, propelled by smartphones with larger screens, smoother smartphone user interfaces, better mobile search and more effective use of context-driven discovery.

The Changing Path to Purchase: What It Means to Add Mobile to the Mix

April 2016

As mobile usage becomes ubiquitous, the path to purchase is becoming less linear. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store.

Canada Ecommerce StatPack: Facts and Figures About B2C Ecommerce

April 2016

The facts and figures you need about Canada ecommerce, now and for the future. Bookmark the StatPack page to keep these key estimates handy throughout the year.

Affluents in Western Europe: How Digital is Shaping their Habits—and How Brands Are Responding

April 2016

Europe’s affluent, highly digital consumers are perennial targets for marketers keen to attract their discretionary spending. While digital platforms present challenges for high-end brands, they can also extend the appeal of luxury items.

Predictive Analytics in B2B Marketing: Using Data Decisively, at Every Stage of the Funnel

April 2016

Predictive is a major buzzword in marketing technology right now. This report explores this technology, uncovering how business-to-business (B2B) brands use data to build predictive models to improve their tactics at all stages of the customer funnel.

Location Intelligence, H1 2016: Guidance for US Marketers on Consumer Behavior, Data Quality and Mobile Marketing Tactics

April 2016

The use of location services is widespread among adult smartphone users. The location data collected by apps and mobile websites is mostly inaccurate, however. To be successful, marketers need to watch for pitfalls and ask tough questions.

UK Ad Viewability: Just One Piece of the Performance Measurement Puzzle

April 2016

Half of digital display ads served to UK consumers aren’t even seen. However, while ad viewability is a key consideration for marketers, this should be just a minimum requirement. Pairing it with other performance metrics is far more valuable.

Worldwide Ad Spending: The eMarketer Forecast for 2016

April 2016

Paid media ad spending worldwide will climb to $542.55 billion in 2016. Outlays on digital formats—desktop/laptop, mobile and other internet-connected devices—will make up over one-third of the total, with mobile representing half of that figure.

Television Update, Q1 2016: In Advance of the Upfronts, Four Changes on the Horizon

April 2016

How data-driven targeting, programmatic transactions, the rise of the NewFronts and increasing commercial loads are affecting the TV ad business, both now and in the near future.

Digital Video for Brands in the US: Challenges to Consider and Questions to Ask Ahead of the NewFronts

April 2016

This report will discuss top-of-mind concerns brand marketers have with digital video, such as measurement, content development and cross-platform considerations, and how to approach those concerns ahead of the Digital Content NewFronts.

Teens and Children in Canada: A Look at Their Digital Lives and How Brands Interact with Them

April 2016

Children and teens in Canada use digital media and tools first to learn, get entertained and connect with the world around them. For brands looking to engage with these emerging consumers, a responsible and relevant approach is a must.

The Internet of Retail Things: What Marketers Need to Know Now

April 2016

The internet of things (IoT) is changing how retailers do business. Mobile devices, beacons, radio-frequency communication and real-time data are helping merchants and restaurants streamline operations and deliver personalized customer experiences.

Global Social Platforms 2016: A Country-by-Country Review of Social Network Usage

April 2016

A country-by-country overview of the top social platforms, who is using them and what devices they use to access them.

Analyzing US Fathers Today: What's Overhyped, What's Overlooked

April 2016

Amid much-discussed changes in modern motherhood, the behavior of US fathers is also in flux. Their roles in caring for kids, doing household chores and shopping have all evolved, though often not as much as fathers themselves imagine.

US Social StatPack: Usage and Ad Spending

March 2016

All the social stats you need to sense-check, justify or adjust your 2016 business plans are now in one place. Bookmark the StatPack page to keep these key estimates handy throughout the year.

US Holiday Shopping Preview 2016: Absorbing the Lessons of 2015

March 2016

Retail ecommerce grew rapidly in the 2015 holiday season, in contrast to the tepid growth shown by retail overall. This report reviews what happened in 2015 and makes early predictions for the 2016 holiday season.

Need-to-Know Trends in US Digital Advertising: From Strategy to Budgeting to Mobile, Programmatic, Ad Blocking, Measurement and More

March 2016

US advertisers will spend more on digital advertising in 2016 than ever before, putting digital on par with television. This top-to-bottom overview presents 13 things marketers need to know right now, from strategic planning to attribution, and everything in between.

The Internet of Financial Things: What Banking and Insurance Industry Marketers Need to Know Now

March 2016

The internet of things (IoT) is already changing the financial services industry. Connected devices, drones, sensors and real-time data streams are helping banks, insurers and payments companies reduce costs and deliver personalized customer experiences.

Mexico Social Media 2016: Updated Forecasts and Key Growth Trends

March 2016

Increased competition in the telecom sector has lowered costs and has led to augmented use of mobile phones in Mexico, as well as growth in social network usage. In addition, Facebook has consolidated its position at the head of the pack.

US Programmatic Advertising: Seven Things Buyers and Sellers Need to Know Now

March 2016

Rapid investment in programmatic advertising is a trend in its own right, but ad dollars alone aren't driving the market. eMarketer explores seven additional areas of crucial interest to US programmatic ad buyers and sellers.

US Ad Spending: eMarketer's Estimates for 2016

March 2016

Digital ad spending is expected to climb 15.4% in 2016 to pass $68 billion. The format will grow another 12.4% next year, topping $77 billion and overtaking TV as the biggest advertising category in the US.

Q1 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

March 2016

Although the US digital video industry faces the threat of ad blocking, the ad spending outlook for digital video remains healthy thanks to increases in viewing. Subscription-based services are also thriving as people continue to embrace premium content on digital platforms.

Marketing Technology: The Six Developments That Matter the Most in 2016

March 2016

As CEOs give marketers more responsibility and authority to help their organizations go digital, marketing technology is stepping into the spotlight. That's just one of six major marketing tech developments that will matter the most to brands and agencies this year and beyond.

US Mobile StatPack: An Atlas of eMarketer Forecasts to Keep at Your Fingertips All Year Long

March 2016

All the mobile stats you need to sense-check, justify or adjust your 2016 business plans are now in one place. Bookmark the StatPack page to keep these key estimates handy throughout the year.

UK Digital Video and TV: Traditional Viewing Habits Shape a Burgeoning Digital Landscape

March 2016

Digital video viewing is a habit for almost two-thirds of the UK population, though it’s additive to traditional TV viewing for most. Even on digital platforms, TV’s influence is strong, with short-form content less watched than in other countries.

UK Digital Users: The eMarketer Forecast for 2016

March 2016

Every year, smartphones become more ubiquitous. In 2016, over 62% of people in the UK will own and use such a device. With adoption reaching mass levels, smartphones will continue to be an increasingly important piece of the media landscape.

US Mothers 2016: Examining the Distinctive Elements of Their Digital Usage

March 2016

US mothers make distinctive use of digital technology—for entertainment, social interaction, shopping and so on—even apart from their role as digital gatekeeper for their kids.

Digital Usage in Southeast Asia: Internet and Mobile Device Trends for Six Key Markets

March 2016

This report provides an overview of key digital usage trends in six markets in Southeast Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.