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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

UK Retail Ecommerce: Digital's Influence Hastening the Move to Multichannel Retailing

June 2016

Despite stalling retail sales in the UK, retail ecommerce continues to grow quite rapidly. Mobile, and particularly smartphone, commerce is behind much of this growth, but an exacting consumer base increasingly wants a channel-agnostic experience.

US Hispanics 2016: Who They Are, What They're Doing on Digital and Ad Spending to Reach Them

June 2016

The US Hispanic market’s population size and buying power continues to grow. Although their use of digital generally mirrors that of the general population, they are distinct in several ways, particularly in time spent on smartphones.

Mobile Brazil 2016: Forecasts and Key Trends

June 2016

Despite the country’s slumping economy and scandal-battered government, Brazil’s mobile market is in better shape than the recent reduction in mobile connections might suggest. But exactly how much better is not clear.

Digital Video Trends Q2 2016: Monetization, Audience, Platforms and Content

June 2016

The US digital video industry continues to exhibit solid growth, as measured by ad spending, subscription monetization, time-spent viewing, total viewership, content development, emerging platforms and innovation in social and live video services.

Virtual Reality Technology in China: Opportunities and Challenges in an Emerging Market

June 2016

This report estimates the potential sales, growth and customer base of the nascent virtual reality market in China, describes the forces driving its growth and examines why VR is a technology worth watching.

B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase

June 2016

B2B companies use sales enablement technology to boost sales effectiveness, streamline customer acquisition and increase revenue. This report explores how marketing and sales teams can use this strategy to drive efficiency along the path to purchase.

Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles

June 2016

Digital methods have joined in-store displays as a shopper marketing tactic. Mobile shoppers might be increasingly in control, but they are also being brought closer to brands because of their phones.

Canada Digital Advertising Scorecard 2016: Brands and Agencies Rate Digital Ad Formats

June 2016

eMarketer’s “Canada Digital Advertising Scorecard 2016” used surveys and interviews with 30 agencies and brands to rate the effectiveness of major digital ad formats and channels in Canada.

WeChat in China: A Massive, Engaged User Base that Is Now More Reachable than Ever

June 2016

China’s most popular chat app, WeChat has a growing and deeply engaged user base. This report examines WeChat’s user base, the reasons for the app’s appeal and why knowing usage behavior is key to any marketer seeking to successfully target and engage with WeChat’s customer base.

Making Multichannel Marketing Work: Four Tactics Required for Omnichannel Success

June 2016

Multichannel marketing is a must, but pulling it off is no small feat. Marketers that take a more audience-centric approach, integrate channels, craft relevant messages and use multichannel attribution will have a leg up on others.

Worldwide Internet and Mobile Users: eMarketer's Estimates for 2016

June 2016

In 2016, nearly 47% of the world’s population will use the internet regularly, while one-third will go online via mobile phone. The growing mobile internet user base will drive overall internet adoption, especially in emerging markets.

US Time Spent with Media: eMarketer's Updated Estimates for Spring 2016

June 2016

This report presents eMarketer’s updated estimates for time spent with major media in the US, with a slowdown in the pace of change a recurring theme.

China Time Spent with Media: The Complete eMarketer Forecast for 2016

May 2016

This report presents eMarketer’s updated estimates for time spent with media in China, where (as in other countries) mobile is the engine of change.

Time Spent with Media in Canada: The Complete eMarketer Forecast for 2016

May 2016

This report presents eMarketer’s full updated estimates for time spent with media in Canada, with mobile time spent the focal point of change.

US TV and Digital Video StatPack: Ad Spending Data and Audience Trends for Broadcast, Pay and Over-the-Top TV

May 2016

The facts and figures you need to know about TV and digital video in the US, now and for the future. Bookmark the StatPack page to keep these numbers and findings handy throughout the year.

The Internet of Things: Investment, Growth and Industry Outlook

May 2016

The internet of things (IoT) is changing the way people live and work. Businesses across industries are finding ways to use real-time data from connected devices to improve their operations and deliver more valuable customer experiences.

The Internet of Things: The Complete Industry-by-Industry Guide for Marketers

May 2016

The internet of things (IoT) is changing how marketers work. Practitioners across industries are learning to harness the real-time data from connected devices to improve their operations and deliver more valuable experiences to customers.

UK Time Spent with Media: The Complete eMarketer Forecast for 2016

May 2016

This report presents eMarketer’s full updated estimates for time spent with media in the UK. Consumers’ usage continues to grow, mostly thanks to mobile.

Video Ads in Social Media: With a Full Slate of Ad Products, the Social Properties Take Aim at TV

May 2016

Facebook, Twitter, Instagram and Snapchat have changed video advertising through features like autoplay, vertical video and live streaming. The impact on YouTube is becoming clear, and now the social properties are taking aim at an even bigger prize: TV.

Digital Video Advertising Trends in China: Spending Patterns, Popular Platforms, Usage and Consumer Attitudes

May 2016

Despite China’s recent economic tremors, eMarketer continues to forecast strong growth for digital ad spending in that country. And within digital, video will remain the fastest-growing segment.

The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers' Always-On Expectations

May 2016

Customers today base their expectations for good service based on what they get from the primarily digital companies that are famous for it, such as Airbnb, Amazon.com and Uber. As a result, all brands need to focus on delivering the same seamless customer experience to meet these lofty demands.

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

May 2016

Digital ad spending in the healthcare and pharma sector will reach $1.93 billion in 2016, up 15.4% from 2015. Gains will be attributed to higher outlays on mobile search and display, and business-to-business (B2B) spending shifting to digital.

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

May 2016

Both the media and entertainment categories are expected to record double-digit growth in digital ad spending this year. Combined, the two industries are poised to invest $7.34 billion on digital advertising in 2016, spurred by consumers’ increased consumption of news and entertainment via the internet.

Digital Ad Spending Benchmarks by Industry: The Complete eMarketer Series for 2016

May 2016

US industries will collectively spend more than $68 billion on paid digital advertising in 2016, continuing a trend of robust growth.

The US Auto Industry 2016: Digital Ad Spending Forecast and Trends

May 2016

The US auto industry will spend $8.71 billion on digital ads in 2016, on the heels of record vehicle sales over the past year. Outlays are forecast to reach $14.14 billion by 2020.

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

May 2016

Digital ad spending in the US telecom and the consumer electronics and computing products industries will reach $12.76 billion in 2016, up 14.8% from 2015. Gains will come from increased spending on mobile channels and programmatic methods.

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

May 2016

Digital ad spending by the US retail industry will reach $15.09 billion in 2016 and grow to $23.04 billion by 2020. While gains in digital outlays will slow over the next several years, retail will remain the top spender among US industries.

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

May 2016

Digital ad spending by the US financial services sector is expected to reach $8.37 billion in 2016, up 14.5% from 2015, with gains fueled by spending on mobile formats, digital video and programmatic advertising.

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

May 2016

The US travel industry will spend $5.69 billion on digital advertising in 2016, a sharp increase over 2015 that reflects rising travel sales. These have risen due to lower gasoline prices and airfare, and greater spending by leading industry players.

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

May 2016

Digital ad spending in the consumer packaged goods and consumer products industry is expected to reach $5.97 billion in 2016, up 18.2% from 2015, with gains coming from mobile, digital video and programmatic ad spending.

UK Ad Blocking: A Growing Problem, and Not Just for Publishers

May 2016

Over a quarter of UK internet users will use ad blocking software in 2017. Consumers continue to be annoyed with the digital ad experience being forced upon them, and stakeholders across the ad supply chain are contemplating how best to address the problem.

The New Display Ad Tech Stack: A Simple Guide to a Complex Topic

May 2016

Buyers and sellers use a variety of tools to automate digital display advertising. This report details common elements of both buyer and seller ad tech stacks and offers an in-depth look at the mechanics behind programmatic advertising.

Restaurant StatPack: Advertising, Mobile and In-Store Tech Trends for US Quick-Service Restaurants, Fast Casuals and More

May 2016

The facts and figures you need to know about restaurants in the US, now and for the future. Bookmark the StatPack page to keep these numbers and findings handy throughout the year.

The Internet of CPG Things: What Consumer Products Marketers Need to Know Now

May 2016

The internet of things (IoT) is changing the way the consumer products industry does business. Mobile devices, beacons, radio-frequency communication, smart packaging and real-time data are helping manufacturers track their supply chains and deliver personalized marketing experiences.

US Mobile Commerce Update 2016: Behind the Rapid Growth

May 2016

Mcommerce in the US will continue to grow rapidly in 2016, propelled by smartphones with larger screens, smoother smartphone user interfaces, better mobile search and more effective use of context-driven discovery.

The Changing Path to Purchase: What It Means to Add Mobile to the Mix

April 2016

As mobile usage becomes ubiquitous, the path to purchase is becoming less linear. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store.

Canada Ecommerce StatPack: Facts and Figures About B2C Ecommerce

April 2016

The facts and figures you need about Canada ecommerce, now and for the future. Bookmark the StatPack page to keep these key estimates handy throughout the year.

Affluents in Western Europe: How Digital is Shaping their Habits—and How Brands Are Responding

April 2016

Europe’s affluent, highly digital consumers are perennial targets for marketers keen to attract their discretionary spending. While digital platforms present challenges for high-end brands, they can also extend the appeal of luxury items.