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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

Digital TV and Video in Germany: Activity and Competition Heat Up in Europe's Second-Largest Market

February 2016

Viewing of TV shows, movies and other video on digital platforms and devices—such as connected TVs, PCs, tablets and smartphones—is booming in Germany. Moreover, many consumers are happy to pay for prime video content.

Digital TV and Video in France: Multinationals Face Powerful Homegrown Players in this Burgeoning Market

February 2016

Traditional television remains extremely popular in France. But consumers are increasingly watching TV shows, films and other video content via download or streaming to digital devices such as smart TVs, PCs, tablets and smartphones.

Loyalty Marketing: Creating Stickiness in a Distracted World

February 2016

Consumers are responding to incentives by joining loyalty programs in expanding numbers, but true loyalty remains elusive. In this report, eMarketer looks at consumer loyalty in the mobile world.

Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators

February 2016

More brands are using influencer marketing, in part due to concerns about ad blocking. As the influencer ecosystem gains more structure, YouTube, Instagram and Snapchat are the major platforms to watch.

Cross-Border Ecommerce 2016: A Country-by-Country Look at Consumer Behavior and Trends

February 2016

Digital buyers around the world enjoy shopping on foreign sites for a variety of reasons. Many retailers are finding that courting these border-hopping consumers can be profitable.

The Internet of Media and Entertainment Things: What Marketers Need to Know Now

February 2016

The internet of things (IoT) is already changing the media and entertainment business. High-speed networks, connected devices, sensors and real-time data streams are helping to reduce costs and deliver more interactive and personalized experiences.

China Programmatic Advertising Forecast 2016: Alibaba Dominates the Market, but Landscape Is Poised for Growth

February 2016

In 2016, eMarketer expects programmatic digital display ad spending in China will total $9.29 billion, accounting for just over half of the display ad market in the country. That figure is forecast to climb to $12.72 billion in 2017.

Virtual Reality and Beyond: The Current State and Future Potential of Immersive Digital Marketing Experiences

January 2016

Marketers now have a new medium—the immersive medium—enabled by virtual reality and augmented reality technologies through which they can tell stories and engage with audiences like never before.

China Mobile Advertising: Heady Growth amid Economic Uncertainty

January 2016

Despite widespread economic uncertainty in China, mobile ad spending is rising rapidly there, as marketers look to connect with the world’s largest mobile audience.

UK Mobile App Market: Apps Dominate Mobile Usage, but Attention and Retention Aren't Givens

January 2016

UK consumers are spending more time than ever with mobile apps. Aside from the most popular apps, getting users’ attention and persuading them to stick with an app is tough in a world of crowded app stores and limited home screen real estate.

The Internet of Travel Things: What Travel and Hospitality Marketers Need to Know Now

January 2016

Connected devices, sensors, real-time data streams and other internet of things (IoT) components are changing the way travel and hospitality does business, making operations more efficient and helping marketers create higher-value customer experiences.

Younger vs. Older US Adult Millennials as Digital Users: A PowerPoint Showing Some Differences, Lots of Similarities

January 2016

A standalone eMarketer PowerPoint looks at differences (some) and similarities (many) in digital usage by younger vs. older US millennials.

US Millennials at Key Life Stages: How Younger and Older Segments Differ and Converge

January 2016

Emphasis on the vast size of the US adult millennial population obscures the fact that it consists of distinct cohorts at different life stages, from student to parent-plus-homeowner. This report examines key segments of the adult millennial population.

B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time

January 2016

B2B brands that do the foundational work of building an effective content-marketing machine find success through compounding returns over time. Such strategies are also highly cost-effective, though getting the process started requires heavy lifting, a focus on audience and a talent for optimization.

US Digital Display Advertising Trends: Eight Developments to Watch for in 2016

January 2016

In 2016, digital display ad spending will surpass search spending in the US for the first time. Programmatic advertising and growth in mobile in-stream video and in-feed and out-stream video ads, will drive dollars. Beyond spending, buyers and sellers will seek agreement over ad blocking, viewability and fraud.

The Internet of Medical Things: What Healthcare Marketers Need to Know Now

January 2016

The internet of things (IoT) is beginning to transform the healthcare business. New types of connected devices and data streams are improving patient care and helping marketers deliver more personalized campaigns and customer experiences.

Worldwide Digital Travel Sales: eMarketer's Updated Estimates and Forecast Through 2019

December 2015

Worldwide digital travel sales will top $533 billion in 2015, up 13.3% from last year. Strong demand in Asia-Pacific, Latin America and the Middle East and Africa will help drive overall worldwide sales growth.

Worldwide Retail Ecommerce Sales: eMarketer's Updated Estimates and Forecast Through 2019

December 2015

Retail products and services purchased on the internet will account for 7.4% of the total retail market worldwide in 2015, or $1.671 trillion. By 2019, retail ecommerce sales will more than double to reach $3.578 trillion, yet it will still account for just a fraction (12.8%) of total retail purchases.

Influencers in US Retail: The YouTube Stars, Reviewers and Superfans Consumers Trust

December 2015

With consumers growing more skeptical about traditional advertising, US retailers are turning to influencer marketing, consumer-generated content and review platforms to sway leery buyers.

Canada Digital Ad Spending Forecast 2016: Mobile, Video and Social Pushing Investment to New Heights

December 2015

While economic uncertainty in Canada will hold back total media ad spending growth and marketing budgets in 2016, digital ad formats are becoming essential for discerning, cost-conscious marketers.

Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow

December 2015

eMarketer’s six B2B mobile marketing trends for 2016 reflect the increasing prevalence of smartphones and tablets in the workplace. In 2016, B2B marketers will optimize their use of content, data and technology to more effectively reach buyers and decision-makers.

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

December 2015

Markets around the globe may be more connected than they have ever been before, but they are still governed by their local economies, infrastructure and consumer behaviors. This report looks at ad spending trends in 20 key markets tracked by eMarketer.

Q4 2015 State of Video: Monetization, Audience, Platforms and Content

December 2015

In Q4 2015, the digital video market in the US is growing by key indicators such as ad spending, subscribers, content availability and technology choices. However, its growth raises concerns over the health of TV advertising, and over viewability and quality control with digital ads.

UK Key Digital Trends for 2016: Consumers Grow More Digitally Selective as Marketers Cast a Wider Net

December 2015

Digital increasingly pervades every aspect of life in the UK, and 2016 will see further advances in out-of-home advertising, mobile payments and in-store technology. Consumers will be less responsive to “smart home” systems. But growing numbers will use ad blockers.