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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

Cracking Cross-Device Attribution in 2016: Data Quality, Blended Models and Merging Online-Offline Data

July 2016

Marketers see the value in adopting cross-platform attribution, but its implementation is proving difficult, and today’s tools still fall short of companies’ expectations. But with select advancements on the horizon, a more holistic view is underway.

US Native Advertising Update: Focus on Video

July 2016

US native ad spending will grow at double-digit rates through the end of the decade, even as the format stirs up concerns about blurred lines between editorial and paid content, and skeptics raise doubts about its ability to fend off ad blocking.

Worldwide Digital Travel Sales: The Complete eMarketer Forecast for 2016

July 2016

Digital travel sales will total nearly $565 billion worldwide in 2016. Strong demand from a growing middle class in Asia-Pacific and Latin America will push global sales to more than $817 billion by 2020.

Best Practices for Consumer Privacy and Personal Data: Maximizing Value Without Getting Creepy

July 2016

The explosion of digital data and technology is helping global marketers deliver more targeted and personalized campaigns. But growing concerns about privacy are forcing these companies to work harder than ever to earn their customers’ trust.

Mobile Chile 2016: Updated Forecasts and Key Growth Trends

July 2016

This report examines mobile, smartphone and tablet usage in Chile, as well as mobile ad spending by category, device, channel and operating system.

Sensor Data in Canada: How Marketers Can Tap the Internet of Things for More Precise Audience Targeting

July 2016

Marketers in Canada are mining sensor data from the internet of things (IoT), beacons and wearables to improve how they communicate with consumers.

Marketing Agility: Effective Approaches to Processes, Technology, People and Partnerships for Brands and Agencies

July 2016

In the face of a constantly changing digital world, brands and agencies are looking to improve their marketing agility. They are taking new approaches to processes, technology, people and partnerships to stay competitive, innovate and spur growth.

Digital Ad Pricing StatPack: CPMs and Pricing Trends for Display, Video and Social Ads Served Worldwide

July 2016

This StatPack provides a visual overview of trends in display, video and social advertising CPMs, both in the US and worldwide.

Mobile Colombia 2016: Updated Forecasts and Key Growth Trends

July 2016

This report takes a look at mobile and smartphone usage in Colombia, as well as mobile ad spending by format, device, channel and operating system.

Native Advertising in Western Europe: Paid Content Placements Gain Fans Throughout the Region

July 2016

Native advertising—paid digital ad placements that look like organic content—is growing in popularity, as marketers strive to reach consumers without irritating them. Spending on native ads in Europe is expected to rise by double digits annually through 2020.

Television Update Q2 2016: Advanced TV's Progress

July 2016

eMarketer examines growth estimates and key drivers for addressable and programmatic TV, over-the-top (OTT) and interactive TV (iTV).

Facebook Messenger: Strategies for Customer Service, Ecommerce, Content and Advertising

July 2016

This year, more than 105 million people in the US will use Facebook Messenger. This report separates the reality from the hype and shows how marketers can use Messenger for customer service, ecommerce, content delivery and advertising.

Back-to-School Shopping Preview 2016: The Shift to Ecommerce Accelerates

June 2016

Back to school is retail’s second-biggest sales event of the year. eMarketer expects sales during the core months of July and August will rebound from last year’s tepid growth, powered by a rapid rise in ecommerce and mcommerce.

US Teens: How Smartphones Fit into (and Disrupt) Their Daily Lives

June 2016

As increasing smartphone penetration helps teens belatedly live up to their “digital natives” label, the device is at the center of how many engage their peers and access entertainment. Its role in their shopping is significant but spotty.

Worldwide Social Network Users: eMarketer's Estimates for 2016

June 2016

Social network users worldwide will reach 2.34 billion in 2016. Nearly one-third of the global population will use a social network this year, and over 80% them will utilize a mobile phone to access these platforms.

Mobile Mexico 2016: Updated Forecasts and Key Growth Trends

June 2016

Increased use of smartphones and less-expensive wireless rates are helping to increase mobile internet usage in Mexico.

UK Retail Ecommerce: Digital's Influence Hastening the Move to Multichannel Retailing

June 2016

Despite stalling retail sales in the UK, retail ecommerce continues to grow quite rapidly. Mobile, and particularly smartphone, commerce is behind much of this growth, but an exacting consumer base increasingly wants a channel-agnostic experience.

US Hispanics 2016: Who They Are, What They're Doing on Digital and Ad Spending to Reach Them

June 2016

The US Hispanic market’s population size and buying power continues to grow. Although their use of digital generally mirrors that of the general population, they are distinct in several ways, particularly in time spent on smartphones.

Mobile Brazil 2016: Forecasts and Key Trends

June 2016

Despite the country’s slumping economy and scandal-battered government, Brazil’s mobile market is in better shape than the recent reduction in mobile connections might suggest. But exactly how much better is not clear.

Digital Video Trends Q2 2016: Monetization, Audience, Platforms and Content

June 2016

The US digital video industry continues to exhibit solid growth, as measured by ad spending, subscription monetization, time-spent viewing, total viewership, content development, emerging platforms and innovation in social and live video services.

Virtual Reality Technology in China: Opportunities and Challenges in an Emerging Market

June 2016

This report estimates the potential sales, growth and customer base of the nascent virtual reality market in China, describes the forces driving its growth and examines why VR is a technology worth watching.

B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase

June 2016

B2B companies use sales enablement technology to boost sales effectiveness, streamline customer acquisition and increase revenue. This report explores how marketing and sales teams can use this strategy to drive efficiency along the path to purchase.

Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles

June 2016

Digital methods have joined in-store displays as a shopper marketing tactic. Mobile shoppers might be increasingly in control, but they are also being brought closer to brands because of their phones.

Canada Digital Advertising Scorecard 2016: Brands and Agencies Rate Digital Ad Formats

June 2016

eMarketer’s “Canada Digital Advertising Scorecard 2016” used surveys and interviews with 30 agencies and brands to rate the effectiveness of major digital ad formats and channels in Canada.

WeChat in China: A Massive, Engaged User Base that Is Now More Reachable than Ever

June 2016

China’s most popular chat app, WeChat has a growing and deeply engaged user base. This report examines WeChat’s user base, the reasons for the app’s appeal and why knowing usage behavior is key to any marketer seeking to successfully target and engage with WeChat’s customer base.

Making Multichannel Marketing Work: Four Tactics Required for Omnichannel Success

June 2016

Multichannel marketing is a must, but pulling it off is no small feat. Marketers that take a more audience-centric approach, integrate channels, craft relevant messages and use multichannel attribution will have a leg up on others.

Worldwide Internet and Mobile Users: eMarketer's Estimates for 2016

June 2016

In 2016, nearly 47% of the world’s population will use the internet regularly, while one-third will go online via mobile phone. The growing mobile internet user base will drive overall internet adoption, especially in emerging markets.

US Time Spent with Media: eMarketer's Updated Estimates for Spring 2016

June 2016

This report presents eMarketer’s updated estimates for time spent with major media in the US, with a slowdown in the pace of change a recurring theme.

China Time Spent with Media: The Complete eMarketer Forecast for 2016

May 2016

This report presents eMarketer’s updated estimates for time spent with media in China, where (as in other countries) mobile is the engine of change.