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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

Television Update Spring 2017: How TV Audience Measurement Must Change

March 2017

TV’s audience measurement standard has been stretched, now that it must report on more fragmented viewers across more TV options and devices. This report examines the state of TV measurement, with special attention to the improvements expected over the next 12 months.

UK Ad Spending: The eMarketer Forecast for 2017

March 2017

Although concerns remain over what Brexit will mean for the UK, it has yet to significantly depress ad spending. Total media ad outlays will climb 5.5% in 2017 and will stay strong throughout the forecast period, driven largely by mobile spending.

US Native Digital Display Advertising Forecast: Social Dollars Drive the Market—for Now

March 2017

US native digital display ad spending will reach $22.09 billion in 2017, largely driven by social dollars that skew native spend heavily toward programmatic and mobile. Still, demand for native display ads beyond social properties is also significant.

Wearables 2017: The Wrist-Worn Revolution Fails to Materialize

March 2017

The US wearable device audience is growing slower than expected since the launch of the Apple Watch. Consumers remain focused on fitness bands and health trackers, and marketing remains focused on their companion smartphones.

US Ad Spending: The eMarketer Forecast for 2017

March 2017

Digital media overtook TV as the biggest US ad spending category for the first time in 2016, and the gap is expected to widen to over $10 billion this year. Mobile advertising is driving digital’s growth and will surpass TV on its own by 2019.

Cross-Border Ecommerce 2017: A Country-by-Country Look at Consumer Behavior and Trends

March 2017

A look at how and why shoppers in markets in Asia-Pacific, Europe, Latin America, and North America buy on foreign ecommerce sites.

Q1 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

March 2017

With the digital video industry showing strong vital signs in ad spending, usage, device mix and content, key players are expanding their horizons into live video, social video, and live TV delivered over the internet.

Ad Blocking in the US: eMarketer's Updated Estimates and Forecast for 2014–2018

March 2017

This report analyzes data from eMarketer’s latest estimates and forecast on ad blocking in the US—a practice engaged in by about one-quarter of US internet users last year. It includes breakdowns for ad blocking by device, as well as by the age and gender of users.

US Holiday Shopping Preview 2017: Recapping 2016, and Looking Ahead to This Season

March 2017

Total US retail sales increased 4.8% during the 2016 holiday season, bolstered by a 17.8% jump in ecommerce. Growth probably won’t match these figures in 2017, but ecommerce will remain strong as more consumers turn to their phones to shop.

Media's Digital Challenge: Publisher Strategies for Monetizing Content Across Platforms

March 2017

As consumers shift their digital news consumption to social platforms, legacy publishers are gaining eyeballs, but not much revenue. Advertisers need quality content, but they also value efficiency and reach, leaving publishers to struggle with how to afford the costs of content.

UK Digital Video and TV 2017: Who's Watching, How They're Watching and What It Means for Marketers

March 2017

Digital video viewing is the norm for the majority of UK consumers. Small screens tend to equate to short-form, ad supported content. But for advertisers, the video ads that reach people the best tend to be those on social.

Where US Gen X Stands: A Hard-Luck Cohort that Is Too Important to Neglect

February 2017

Though smaller than the millennial and boomer cohorts, Gen X is not a small market. And Xers earn more per household than other generations. The real challenge for marketers is that Xers have lots of debt and little wealth, weakening their spending power.

Retail Mcommerce in France: Mobile Buying Is Taking Off, but Sales Remain Modest

February 2017

Retail mcommerce sales in France rose by more than a third in 2016. This year, growth of over 28% will lift sales to $11.22 billion. Double-digit growth will continue through 2020, when mobile devices will account for an estimated 35.0% of all digital retail sales.

UK Digital Users: The eMarketer Forecast for 2017

February 2017

Nearly two-thirds of the UK population will use a mobile phone to go online this year. With general internet usage now pervasive, consumption of digital content will continue to grow steadily.

B2B Social Media 2017: Tying Efforts Back to Larger Business Goals

February 2017

For business-to-business (B2B) marketers, social media platforms provide an opportunity to reach and influence buyers during their decision-making process, but most companies aren’t yet mapping such social efforts to larger business goals.

US Live Video 2017: Still Buffering

February 2017

Marketers, social media companies, publishers and consumers are intensely focused on live video. However, this content category is still in its early stages, and it will take more time and experimentation for it to produce concrete results on a mass level.

US Digital Users: The eMarketer Forecast for 2017

February 2017

There will be 273.3 million US internet users in 2017, of which over four in five will use a mobile phone for access. While most internet users will rely on both a PC and mobile device to go online, 14.9% will use only a mobile device and 6.6% will use only a desktop/laptop.

Ecommerce in Canada 2017: The Digital Disruption of Retail

February 2017

The omnichannel demands of consumers are leading retailers in Canada to invest heavily in digital, bringing with it better ecommerce experiences.

Retail Mcommerce in Germany: Momentum and Innovation Fuel Double-Digit Sales Growth

February 2017

Mobile sales are rising faster than any other retail segment in Germany, as smartphone and tablet owners use emerging options to research, compare prices and purchase via mobile websites or apps. But in many respects, this market is still nascent.

Marketing Technology 2017: Putting Customer Data at the Center

February 2017

Marketers continue to adopt technology to support their efforts, and to refine their use of these tools. The spotlight remains on data, as customer expectations pressure marketers to provide a personalized brand experience across channels.

Ad Spending in Southeast Asia: New Forecasts for an Emerging Digital Region

February 2017

Forecasts for total media, digital and mobile internet ad spending in eight markets in Asia-Pacific: Hong Kong, Indonesia Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. Conducted in conjunction with IAB Singapore.

US Mobile Coupons StatPack: Consumer Usage in Grocery Retail

February 2017

This StatPack provides a visual overview of mobile and digital coupon usage in the US, in particular usage among grocery shoppers.

Measuring Influencer Marketing: A Guide for Marketers

January 2017

Influencer marketing is one of the biggest trends of 2017. As more marketers get involved, the need for adequate measurement is becoming a priority.

US Millennial Shoppers 2017: How a Digitally Native Generation Is Changing Retail

January 2017

From the youngest starting out in college to the oldest with kids and houses, millennials in the US share a native understanding of digital commerce. This report looks at how these nearly 80 million digital natives shop and buy.