eMarketer data and insights address how consumers spend time and money, and what marketers are doing to reach them in today’s digital world.
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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.
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.
YouTube is huge and ubiquitous, which makes it valuable both for audiences and advertisers. But advertising in YouTube’s ecosystem is complex—and continually evolving. This report looks at prime ways to leverage YouTube’s massive reach to create effective marketing.
US programmatic digital display ad spending will leap from $10.06 billion in 2014 to $20.41 billion by 2016. Among the factors fueling this growth: the rise of premium programmatic channels such as private exchanges and programmatic direct and mobile’s ever-more prominent role in the advertising mix.
Nearly nine in 10 marketers use social media marketing. Where should they focus their time and money in 2015? eMarketer picks eight trends to help guide the way.
4G-enabled smartphones constitute a small minority of mobile devices worldwide, but account for a disproportionately large amount of mobile traffic. Will 4G networks mark a significant change in user patterns, or simply a slight shift?
A majority of Brazil’s middle class taps into the internet, but usage is mainly limited to information, entertainment and communication. Many middle-class users are not fully comfortable with ecommerce.
A grab bag of traditional and untraditional factors shape adult millennials’ shopping behavior. Advertising still matters, but it competes with word-of-mouth and millennials’ own online research. When they buy, they prefer to do so in physical stores.
Despite a fragmented market and consumer reluctance, proximity mobile payments continue to gain traction in the US. Users will pay for $3.5 billion worth of goods and services with their phone at the point of sale in 2014, growing to $118 billion by 2018.
Simultaneous media use is the norm as people consume content on whatever device is within reach at any given time. The flow of media across screens and timelines is generally complementary, rather than detrimental, to traditional channels.
eMarketer estimates that the average US adult spends 12 hours 28 minutes per day with media overall. Of that time, Facebook usage makes up 21 minutes or 2.8% of the total media day. Pandora, meanwhile, makes up 25 minutes or 3.3% of the total media day.
CPG brands, among the biggest spenders in advertising, have been slow to use programmatic as an ad-buying tool. But as inventory in programmatic direct and video open up, so do brands’ programmatic ad-buying budgets.
Claims that 2014 is the “year of wearables” are premature; 2016 is more likely. But brand marketers still need to prepare now as most agree the next evolution in consumer engagement will stem from sensor-rich wearable devices.
Among 252.9 million US internet users in 2014, 60.1% will use Facebook and 19.1% will use Twitter. Out of the 165.3 million US smartphone users, 67.6% will visit Facebook, 31.8% will visit Instagram and 23.5% will visit Twitter regularly in 2014.
Economic growth across the Middle East and North Africa was "tepid" in 2013, according to the International Monetary Fund (IMF). The firm has predicted better financial results this year and next, thanks to higher exports-tied to rising demand in the US, Europe and other markets-and more public and private investment.
Economically speaking, the US and Canada were both characterized by "firming momentum" in early 2014, according to the International Monetary Fund (IMF). Growth in US output was more rapid than expected. In Canada, GDP was also predicted to rise more quickly this year as a result of greater external demand and business investment.
Asia-Pacific will remain the fastest-growing region of the global economy over the next two years, according to the International Monetary Fund (IMF), driven by expanding manufacturing sectors as well as a burgeoning middle class that has helped to increase domestic consumption. As economies in the eurozone and US begin to recover, so too should demand for products from Asia-Pacific.
Central and Eastern Europe has been most painfully affected by continuing turmoil in Ukraine. March's annexation of Crimea by Russian president Vladimir Putin sent waves of alarm around the world, though the Economist Intelligence Unit (EIU) noted "crucial trade ties mean that an outright trade war or large-scale military conflict between Russia and the West are unlikely."
2014 appears to mark a significant, if gradual and rather precarious, financial rebound in Western Europe. The UK and several of the eurozone’s developed economies are returning to growth this year, as rising consumer demand and net exports help lift them further from recession.
Economically, Latin America presents a mixed picture in 2014. Output is climbing steadily in most countries, but actual growth rates have declined since 2013; regional GDP growth last year was just 3.2%, according to the International Monetary Fund (IMF), “significantly less than … in previous years.” Brazil’s economy shrank in Q1 and Q2, driving the country into recession, and Argentina defaulted on its debts in late July. The IMF expects regional GDP expansion to remain modest in 2014, at 2.3%.
The global economy had a difficult year in 2013, but it also posted important gains as the US registered positive momentum and worst-case scenarios in the eurozone failed to materialize. Robust economic expansion in China, India, South Africa and many other developing nations also contributed to an optimistic outlook at year-end.
UK retail ecommerce is set to perform particularly well during the 2014 holiday season. It will account for a greater share of total holiday season retail sales in the UK than ever before and outpace modest retail growth overall.
Spending on paid media in Mexico will expand about three times as fast as the overall economy and spending on digital channels will grow even faster. Within digital, mobile ad spending will register the fastest growth of all.
As baby boomers grow older, they are placing increasing stress on the US healthcare system. Industry marketers will need to engage them with online and mobile tools that encourage them to play a larger role in managing their own care.
As they become more digitally savvy, diners’ expectations of restaurants’ digital integration efforts are rising. In response, restaurant operators in the US are adopting digital technologies that allow customers to place orders and make payments, but finding implementation comes with challenges.
Among the 50.1 million UK internet users in 2014, 61.1% will visit Facebook and 26.2% will visit Twitter at least monthly. Out of the 52.4 million UK mobile phone users, 45.7% will visit Facebook and 21.8% will visit Twitter regularly in 2014.
Use of online travel agencies in Europe is booming. But their growth has come at the expense of hotels and airlines that desire greater influence over their relationship with customers. Who will control the online traveler’s path to purchase?
Programmatic TV advertising is in its infancy, but adoption is rising as buyers see the value in using programmatic technology to make smarter decisions about their target audiences.
Retail will have a better holiday season in 2014 than it had in 2013, boosted by 16.6% growth in ecommerce sales. The focus in ecommerce once again will be on mobile and efforts to spur sales both on phones and in stores.
Millennial women, because of their wide age range and ethnic diversity, are a singularly challenging group for marketers to address. But there are touchpoints common to most adult millennial women, in terms of their digital lives and financial attitudes.
Digital video consumption in Canada has grown sharply over the past few years, and advertisers are taking notice. Ad spending is expected to jump 51.6% this year. Richer experiences for audiences and better targeting for advertisers are helping to fuel growth.
The affinity for lead generation has left B2B content marketers often grasping for answers as to the value of the less tangible benefits of their efforts.
Encouraged by fast-growing smartphone adoption that has created a direct, visually-rich and engaging route to target audiences, UK mobile ad spending is booming. But questions remain over its effectiveness relative to more tried-and-true ad environments.
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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