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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

Digital Video Advertising Best Practices 2017: Expert Insights for More Effective Campaigns

January 2017

Current best practices in video advertising reflect the growing sophistication of data metrics and targeting capabilities, the proliferation of formats and platforms, and the threats of fraud and ad blocking.

Worldwide Digital Video Viewers: eMarketer's Estimates for 2016–2020

January 2017

Globally, nearly 2.15 billion people will view digital video in 2017. This represents nearly 1 billion more viewers than in 2012, and over half of them will be in Asia-Pacific.

B2B Mobile Marketing and Advertising 2017: Chasing the Ever-More Mobile Buyer

January 2017

Business-to-business (B2B) buyers are spending increasingly more time on their mobile devices for work, but a disconnect remains between buyers’ expectations for mobile experiences and what B2B marketers are delivering to their audience.

US Healthcare Beyond the Pill: Digital Tech and New Partnerships Bring New Life to the Industry

January 2017

With the help of increasingly sophisticated digital technology, the healthcare industry is finally beginning to embrace “beyond-the-pill” services that add value to standard therapies. These solutions are showing more promise for transforming the US healthcare system.

US Ecommerce Performance StatPack: Including Mobile Performance

December 2016

eMarketer covers its latest forecasts for digital shoppers and buyers, ecommerce and mcommerce growth, and the foremost trends in these areas.

The US Telecom and Computing Products and Consumer Electronics Industries H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

US telecom, computing products and consumer electronics advertisers will spend $13.37 billion on digital advertising in 2016, a 19.9% gain from 2015.

The US Healthcare and Pharma Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

US healthcare and pharma advertisers will spend $2.02 billion on digital advertising in 2016, a 20.5% gain from 2015.

The US Financial Services Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

Digital ad spending by the US financial services industry is expected to reach $8.77 billion in 2016, up 19.5% from 2015, and will experience another double-digit rise to top $10 billion in 2017.

The US CPG and Consumer Products Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

Digital ad spending by the CPG and consumer products sector is expected to reach $6.25 billion, up 23.3% from 2015. In 2017 it will rise to $7.26 billion.

The US Media and Entertainment Industries H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

US media and entertainment advertisers will spend $7.69 billion on digital advertising in 2016. eMarketer forecasts that spend will increase 14.8% in 2017 to $8.83 billion.

The US Automotive Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

Digital ad spending by the automotive industry is expected to reach $9.13 billion in 2016, a 22.4% gain from 2015, and continue to rise by low double digits through 2020.

The US Retail Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

Digital ad spending by the US retail sector is expected to reach $15.81 billion in 2016, up 20.0% from 2015. By 2017 it will grow to $18.15 billion.

The US Travel Industry H2 2016 Update: Digital Ad Spending Forecast and Trends

December 2016

Digital ad spending by the US travel sector is expected to reach $5.96 billion in 2016, up 20.5% from 2015, and will rise to $6.77 billion in 2017.

Digital Ad Spending Benchmarks by Industry: H2 2016 Update to the Complete eMarketer Series

December 2016

US industries will collectively spend $72.09 billion on paid digital advertising in 2016, up from $59.82 billion in 2015.

UK Digital Trends for 2017: Mobile Is the Key

December 2016

Thanks to widespread smartphone use in the UK, mobile will be the focus of many 2017 trends, including greater use of voice assistants and surging mcommerce sales. Mobile will also be key to delivery of more tailored, context-relevant marketing messages.

Automotive StatPack: Market, Advertising and Consumer Trends

December 2016

An overview of car buying and advertising trends, including industry sales and transactions, ad spending, buyers and consumer behavior, including their attitudes toward new technology.

Canada Expenditures StatPack 2017: Consumer Time and Advertiser Dollars

December 2016

An overview eMarketer’s latest figures for consumer time spent with media and ad spending by media in Canada.

US Social Commerce 2017: Influencing and Driving Sales

December 2016

Social commerce has gone through many reinventions, yet it remains an experimental tactic for many retailers. It’s not that it doesn’t drive sales, but that its effect remains difficult to quantify.

China's Millennials: Understanding the Post-80s and Post-90s Generations

December 2016

China’s young adults are reshaping society and overturning assumptions about how media is consumed and how marketers interact with consumers.

Digital Ad Spending in Latin America: Trends and Insights for Argentina, Brazil, Chile and Mexico

December 2016

An in-depth look at total media, digital and mobile ad spending figures for four key Latin American markets—Argentina, Brazil, Chile and Mexico.

Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience

December 2016

As demand for cross-device targeting climbs, marketers are shifting focus beyond simply matching users to devices. What’s next? Building richer audience profiles that factor in TV and offline data in order to power ad creative and improve measurement.

Television Update Winter 2016-2017: The Shift in Ad Currency

December 2016

TV ads are still sold along standard age and gender lines, despite more sophisticated secondary targeting options offered by TV networks. eMarketer canvassed industry experts to determine just how close secondary targets are to also becoming currency.

US Social Trends for 2017: eMarketer's Predictions for Attribution, Live Streaming, Messaging, Influencer Marketing and More

December 2016

eMarketer predicts what’s in store for the rapidly changing, quickly growing area of social media marketing and advertising.

eMarketer's Digital Index for 2017: The 10 Fastest Growing Digital Economies Worldwide

December 2016

This StatPack provides a visual overview of eMarketer’s first estimate of the 10 fastest growing digital economies worldwide.

eMarketer's Digital Index for 2017: The Top 10 Digital Countries Worldwide

December 2016

This StatPack provides a visual overview of eMarketer’s key worldwide projections for 2017 and our first estimate of the Top 10 digital economies worldwide.

eMarketer's Digital Indices for 2017: The Top 10 Digital Countries and the 10 Fastest Growing Digital Economies Worldwide

December 2016

These two StatPacks present eMarketer’s projections for the top 10 digital countries worldwide and the 10 fastest growing digital economies worldwide in 2017.

Asia-Pacific Time Spent with Media: China, Japan, South Korea and India Estimates and Forecasts for 2013–2018

December 2016

Smartphones and other mobile devices have changed the way adults in Asia-Pacific (and the world) consume media. TV still holds a dominant share of time spent in some countries, but digital is eating into traditional media’s time share across all markets.

Time Spent with Media in France, Germany and the UK: eMarketer's Estimates and Forecasts for 2013–2018

December 2016

Adults in France are spending more time per day consuming media than those in the UK and Germany. However, UK adults have been the quickest to take their media consumption habits onto digital platforms.

10 Key Digital Trends for 2017: Our Predictions for What Will—and Won't—Happen Next Year

December 2016

eMarketer unveils its annual predictions for the coming year: 10 things that will (or won’t) happen in 2017.

Q4 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

December 2016

The US digital video industry continues to show robust health, as measured by connected TV, smart TV and over-the-top (OTT) video usage as well as data on monetization, audience engagement, and device and content platforms.

Digital Marketing Trends in Canada: Three Obstacles and Three Opportunities for 2017

December 2016

eMarketer discusses the biggest issues and opportunities for digital marketers in Canada at the cusp of 2017.

Worldwide Social Network Users: eMarketer's Updated Estimates and Forecast for 2015–2020

November 2016

Globally, nearly 2.20 billion people will use a social network regularly in 2016. Of these social network users, approximately 80% will do so from a mobile phone.

State of the UK Digital Ad Market 2016: Digital Advertising Gets Bigger, but Not Necessarily Better

November 2016

Digital formats already account for over half of all media ad spending in the UK, and this proportion will continue to rise. But as investment has grown, digital advertising has come under the microscope, with negative headlines a staple of 2016.

US Kids and Digital: Gauging How Digital These Digital Natives Really Are

November 2016

Kids are indeed digital natives, but their digital activity—which often must proceed without benefit of a smartphone, and encounters parental pushback—is more constrained than that of their elders.

Western Europe Digital Ad Spending: Outlays Will Pass $35 Billion in 2016, but Growth Is Slowing

November 2016

Western Europe’s digital advertising market will be worth $35.16 billion in 2016, eMarketer estimates. The UK will account for nearly 42% of that total; Germany will rank second and France third. In 2020, regional spending will approach $45 billion.

Vietnam Online: Digital Usage and Behavior, 2015-2020

November 2016

A look at some of the most crucial aspects of Vietnam’s digital usage and behavior, including internet penetration, smartphones and social networks, messaging apps, ecommerce and video.

Retailers and Digital Commerce 2016: Trends and Benchmarks for Five Sectors

November 2016

While overall US retail ecommerce penetration is still in the single digits, many sectors have much higher rates.

Drug, Health and Beauty Retailers and Digital Commerce 2016: Trends and Benchmarks

November 2016

Ecommerce penetration is fairly low for drugs and beauty products. Retailers in this sector are competitive, though, and are using digital to enhance the in-store shopping experience.

Performance Marketing in US Retail

November 2016

Performance marketing has expanded beyond its base in affiliate marketing to account for the majority of digital advertising spending in the US.