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eMarketer data and insights address how consumers spend time and money, and what marketers are doing to reach them in today’s digital world.
Customers have access to all of the coverage below.
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.
Media usage and ecommerce insights for influential demographic groups and audience segments.
Top advertising and marketing trends impacting today's digital landscape.
Analysis of mobile technology developments, consumer adoption rates and usage patterns, and advertising trends.
Intelligence related to shifting trends in social media, network usage and marketing strategies.
Comprehensive coverage of the omnichannel retail experience to better understand customers and drive revenues.
In-depth coverage of key trends and shifts within top vertical segments.
Our global research ensures marketers worldwide have the data they need
eMarketer publishes in-depth reports, interviews, benchmarks, forecasts, charts and thousands of data points on key countries affecting today‘s digital world. We offer the most comprehensive level of research on these countries and regions:
* Primarily France and Germany
eMarketer produces regional reports, key benchmark data and proprietary estimates on digital marketing measures such as ad spending, ecommerce, social media, mobile penetration and device usage for these countries:
eMarketer also gathers research from thousands of sources on countries that are often ignored or underserved by other firms. By aggregating this data and making it easily accessible, we offer one of the most robust searchable databases in the industry—with an average of 15,000 charts published each year.
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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.
Spending on paid media in the US will total $179.80 billion in 2014. Digital will account for 28.2% of total ad investments, with 10.6% going toward mobile. Digital ad spending will rise 17.7% in 2014 and another 15.5% in 2015, fueled by mobile.
Digital shoppers and buyers worldwide have great variation in their preferred ecommerce platform. This report provides an overview of the most popular retail ecommerce sites, product purchases and payment options in eMarketer’s core coverage markets.
Omnichannel is becoming intrinsic to retail, but consumer expectations continue to outpace retailer capabilities. This report looks at the major trends that will influence the direction of retailer omnichannel strategies in 2015.
Device identification is key to cross-device targeting, but a lack of ID methodology standards leaves advertisers frustrated and their efforts fragmented. Could a unified approach or a universal ID be in the future? Many hope, yet remain skeptical.
Digital and mobile are driving advertising growth as spending on traditional media is stagnant or in decline. Overall spending will log healthy growth in 2015, spurred by sports- and political-advertising growth.
The US audience for digital video will top 200 million in 2015. How much time are these people spending with video, which screens are they using and what are the implications for marketers?
A newly empowered customer is taking center stage in auto retailing, requiring massive shifts in dealership approaches to marketing, sales and customer experience.
Supply continues to outweigh demand, keeping mobile ad prices below desktop norms. But the gap is shrinking. Mobile CPMs are trending upward due to an influx of advertisers, interest in specific ad formats and improved targeting capabilities.
Digital ad spending will represent almost half of UK media ad investment in 2014. Mobile will be the biggest propellant, powering most other growth trends, while programmatic buying gains a firmer foothold among methods for placing digital ads.
UK advertisers are rushing headlong into a mobile-first future, with ad investment devoted to mobile efforts not only additive to overall media spending but also being pulled from other channels. But what will be the impact of this migration on the results they are hoping to achieve from media spend?
eMarketer executive editor Noah Elkin identifies five key trends that will have a big impact next year and five emerging trends that might blow up—but might not—and five things you don’t have to worry about.
As much as one-third of consumers in Canada are mobile bankers. But that number will grow as apps become feature-rich and mobile payments become mainstream.
Millennials are moving up in the business world, and so is their influence on corporate travel spending. Their unique travel habits are creating both challenges and opportunities for travel marketers trying to reach them.
From a series of in-depth interviews with leading marketers and strategists, we offer 12 simple (but not easy to achieve) guidelines for successful native advertising.
In a series of in-depth interviews with eMarketer, top marketers and strategists predicted participation in and spending on US native advertising will grow at a healthy pace next year. But there was little consensus on how to measure the performance of native, and a reluctance to use the “native advertising” label at all.
Digital tools help mothers get through their busy days. But while enabling mothers to accomplish family tasks and also create moments of “me time,” digital usage can bring its own tensions. For many, multitasking is a problem as well as a solution.
The popularity of videos of game play has created a vibrant ecosystem of clips and live streams on sharing sites and gaming-focused video services. This convergence of video and gaming presents opportunities, and some challenges, for marketers.
Nearly 30 million people in the UK—45.7% of the country’s population and 59.0% of its internet audience—will use a tablet in 2014, up 33.2% from 2013. By 2016, this group will account for more than half of the population and nearly two-thirds of internet users.
Western European digital ad spending will reach $32.24 billion in 2014, up 11.2%. The UK will continue to lead the region’s expenditure, followed by Germany and France. Economic woes will continue to limit spending in Italy and Spain.
More than 46% of the US population will use a tablet regularly in 2014, while 25.1% of people will use an ereader. Dramatic growth has ended for both groups, but the US tablet audience will post stronger gains throughout the forecast period.
Smartphone cameras have made communicating via images commonplace, but to date, they have had just a slight impact on search. That may be changing. This report looks at the nascent field of visual search and how it may affect retailers.
Connected car features are widely desired, but not widely understood, creating a prime marketing opportunity for automakers, telecommunications firms and third-party vendors.
US affluents, who nimbly toggle between traditional and digital media, are highly engaged on both. Understanding how to reach this demographic depends upon understanding affluents’ device usage and media consumption habits.
A majority of US searchers will use a mobile phone to search the web in 2014. Behaviors are changing as a result: Consumers are conducting vertical searches in apps and using anticipatory search services, challenging marketers to adjust their strategies.
B2B decision-makers are more independent, more mobile and more content-driven than ever before. This report identifies 14 key traits of B2B decision-makers at various stages of the purchase path.
Driven by mobile device uptake, advances in data analysis, growth of visual social networks and a desire to spur impulse and serendipitous purchases, retailers are experimenting with new forms of personalization and product recommendation.
As Generation Xers enter middle age, marketers must begin to focus on this chronically overlooked group. Reaching these practical skeptics with messages that communicate utility and value will help them become more engaged healthcare consumers.
Real-time marketing is evolving beyond trendspotting and newsjacking. In interviews with eMarketer, brand and agency executives detail how they are expanding their thinking about real-time marketing, what’s working and how they are structuring their teams.
Bitcoin, one of many alternative payment options, has evolved into a legitimate digital payment method accepted by a small but growing number of merchants. But alternative payments will remain in flux as merchants continue to experiment with new systems.
Paid media spending worldwide will total $545.23 billion in 2014 and $667.65 billion by 2018, driven by digital and mobile ad investments. Digital will account for more than 25% of total ad expenditures this year, while mobile will make up 6.7% of the total.
Multicultural marketers in Canada are turning to digital for the microsegmentation and advanced targeting needed to reach specific ethnic audiences that rely heavily on the web.
US paid media spending will total $180.02 billion in 2014. Digital will account for 28.2% of ad dollars, with 10.5% of the overall total coming from mobile. Digital ad spending will continue on a double-digit growth trajectory through 2018, fueled by mobile.
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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