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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

Canada Mobile 2016: A Look at Smartphone Behaviors and How Brands Are Attempting to Master Mobile

August 2016

As smartphone adoption climbs north of 75% of mobile phone users in Canada, brand marketers are improving their effectiveness through mobile-specific ad vehicles.

Global Millennials 2016: Gauging the Digital Behavior of Young Adults Around the World

August 2016

Data from around the world reveals many similarities, but also differences, in the digital behavior of millennials in different countries.

Snapchat Advertising: A Roadmap for US Brand Marketers and Digital Agency Executives

August 2016

eMarketer expects many US advertisers to reallocate display and social ad budgets over the next two years to Snapchat. This report includes an overview of the company’s advertising business and new eMarketer forecasts for US Snapchat users and Snapchat net US mobile display ad revenues.

China Online-to-Offline Commerce: Understanding a Rapidly Evolving Marketplace

August 2016

Online-to-offline (O2O) commerce is growing rapidly in China, and marketers looking to build their presence in the country cite O2O as a key technology—in fact, at least one survey finds that O2O is getting more attention from marketers than virtual reality or programmatic.

Worldwide Retail Ecommerce Sales: The eMarketer Forecast for 2016

August 2016

eMarketer estimates 1.62 billion people worldwide will make at least one purchase digitally in 2016. Retail ecommerce sales will total $1.915 trillion worldwide this year, making up 8.7% of global retail sales.

Mobile Peru 2016: Updated Forecasts and Key Growth Trends

August 2016

Smartphone uptake remains low in Peru, and marketers have largely avoided mobile advertising thus far. But with GDP growth outpacing all other major markets in the region, the number of smartphone users will continue to swell through 2020, giving advertisers more reason to boost mobile investment.

India Retail Ecommerce 2016: The Relentless Rise in Mobile Sales

August 2016

Ecommerce accounts for a small portion of total retail sales in India, but sharp growth is expected soon. Much of that will be driven by the continued adoption of smartphones and the rise of mcommerce in the country.

UK Social Media Usage StatPack: More Users, More Usage and More Likely on Mobile

August 2016

The facts and figures you need to know about social media usage in the UK, now and for the near future. Bookmark the StatPack page to keep these numbers and findings handy throughout the year.

WeChat for Marketers: Branding and Ecommerce Strategies

August 2016

WeChat is gaining attention outside of China’s borders, but many marketers view it as nothing more than an answer to WhatsApp or Facebook, and of use only to companies active in China. These are potentially costly misperceptions.

B2B Ecommerce 2016: Working Toward a Seamless Customer Experience

August 2016

More business-to-business (B2B) buyers expect their work purchases to mirror their digital purchasing experiences as consumers. Companies are growing their B2B ecommerce options, creating seamless, self-service portals that complement existing sales channels.

Mobile Argentina 2016: Updated Forecasts and Key Growth Trends

August 2016

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

Global Video Platforms: A Country-by-Country Review of Digital Video Usage

July 2016

This report provides an overview of the leading video platforms, the digital video audience and the usage of subscription video-on-demand (SVOD) platforms in 28 countries.

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.