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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

Beauty StatPack: US Sales, Consumer Behavior and Advertising Trends for Personal Care and Beauty Products

September 2016

The facts and figures you need to know about beauty and personal care products, now and for the near future. Bookmark the StatPack page to keep these numbers and findings handy throughout the year.

Mobile Latin America 2016: Argentina, Brazil, Chile, Colombia, Mexico and Peru

September 2016

This series analyzes the key trends driving growth and offers key user and ad spending insights for the six most mobile markets in Latin America.

Television Update Fall 2016: Is the Surge in TV Ad Spending a Normal Shift or a Trend?

September 2016

The recent upswing in TV ad spending has likely been buoyed by an increase in total ad outlays, vs. a mass return to the first screen by advertisers. But time and improved TV-digital attribution measurement will help settle the matter for certain.

US Programmatic Ad Spending Forecast: Most Mobile Display and Video Ad Dollars to Be Automated by 2018

September 2016

By 2018, 82.0% of US digital display ad spending will be transacted programmatically, with use particularly strong for buying mobile and video inventory and for more private transaction setups, such as programmatic direct.

US Digital Users: eMarketer's Updated Estimates for 2016

September 2016

By the end of 2016, nearly 64% of people in the US will own and use a smartphone. With adoption reaching critical mass, smartphones will continue to play an increasingly important role in many people’s daily lives.

Q3 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

September 2016

The US digital video industry continues to show robust health as measured by such indicators as ad spending, subscription spending, viewership and adoption of emerging channels such as social video and live streaming.

UK Digital Users: eMarketer's Updated Estimates for 2016

September 2016

By the end of 2016, more than 62% of the UK’s population will own and use a smartphone. With adoption reaching critical mass, smartphones will continue to play an increasingly important role in many people’s daily lives.

App Install Advertising: Key Challenges, Trends and Effectiveness Ratings

September 2016

Competition in the app stores is at an all-time high and retention rates are at an all-time low. The continued rise in app downloads is being driven mostly by paid media. Social media, search and video ads served to mobile devices are most effective for acquiring quality users.

UK Programmatic Advertising Forecast: Market Maturation Leads to Greater Confidence in Automated Trading

September 2016

eMarketer’s latest UK programmatic ad spending forecast update paints a picture of a rapidly maturing market. This year, 70% of all UK digital display ad spend will flow through programmatic pipes, and that proportion will pass three-quarters next year.

US Holiday Ecommerce Preview 2016: Mobile to Fuel Explosive Ecommerce Growth

September 2016

This report presents eMarketer’s final forecast of 2016 holiday retail sales. We expect the overall retail climate to improve moderately, with 3.3% growth in total sales, but will pale next to a 17.2% increase in retail ecommerce sales.

Programmatic Advertising in Germany: Efficiencies of Automation Begin to Persuade Brands, Agencies and Publishers

September 2016

eMarketer’s first-ever estimates of programmatic ad spending in Germany put outlays at €797.2 million ($884.5 million) in 2016—41.0% of total digital display spending. The initial focus on open, real-time auctions is currently shifting to other types of programmatic trading.

Programmatic Advertising in France: Publishers Help Spur Transformation of Digital Ad Landscape

September 2016

eMarketer’s first-ever estimates of programmatic ad spending in France put outlays in 2016 at €555.6 million ($616.4 million), or 64.0% of all spending on digital display ads. Within programmatic, investment is gradually moving away from open, real-time auctions to other types of transactions.

Immersive Media Update Fall 2016: Key Virtual and Augmented Reality Trends

September 2016

Haven’t had time to catch up on the major developments and trends in virtual reality (VR) and augmented reality (AR) over the past few months? Check out our in-depth analysis of the latest immersive tech news and research.

Search and Social Platforms: How Facebook and Others Can Steal Dollars from Search

September 2016

For most advertisers, search and social media are separate but highly compatible partners. But recent moves by Facebook and others mean marketers need to consider whether social might be as good as search for some ad objectives.

Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility

September 2016

Email remains a standard channel for marketers, but increased mobile use by consumers and more frequent messaging by brands are causing deliverability concerns and decreased performance.

Global Digital Ad Spending 2016: A Country-by-Country Look by Industry

September 2016

In key regions across the globe, digital ad spending’s share of total media ad expenditures continues to rise.

UK Digital User Demographics: Patterns of Uptake and Usage Across Various Groups

August 2016

In the UK, different demographic groups use digital devices and platforms in various ways. These briefs examine such use across five broad demographics: children and teens, millennials, baby boomers and seniors, females and males.

Retail Ecommerce Sales in Southeast Asia: Opportunities and Challenges for Six Key Markets

August 2016

This report provides an overview of retail and ecommerce trends in six markets in Southeast Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. It also includes barriers that are challenging further ecommerce growth in the region.

Ad Fraud in the US: How More Sophisticated Methods Are Hurting Mobile, Video and Performance Measurement

August 2016

Ad fraud costs digital ad buyers and sellers in the US billions of dollars annually, in spite of improved detection practices. And now, more sophisticated fraud methods are causing problems for mobile apps, video ads and engagement metrics.

Digital Video Ad Effectiveness: Experts Weigh In

August 2016

Advertising industry professionals discuss their views of video ad effectiveness on a range of digital and traditional platforms, including YouTube, Facebook, Snapchat, Instagram, subscription video-on-demand (SVOD), connected TV and linear TV.

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.