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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.

US Millennials and Video: Seven Insights into Their Evolving Screen Choices and Viewing Habits

August 2015

US millennials are enthusiastic digital video viewers, but their unique habits and shifting screen choices often make it difficult for advertisers to understand them. What do marketers need to know to reach this demographic effectively?

Canada Mobile Search: Marketers Shift Investments to Follow User Behavior

August 2015

Search has long led digital advertising investments in Canada when it comes to desktop. Now it’s mobile search’s turn, especially for local marketers, who can use targeted tools to reach highly goal-oriented consumers more easily than ever before.

YouTube Advertising: Why Google's Platform Will Stay on Top

August 2015

Despite an increasingly crowded field of competitors, YouTube hasn’t stopped delivering strong financial results and robust numbers of engaged users. Looking forward, the platform is unlikely to lose its spot as an essential element of branded content and advertising campaigns.

Worldwide Social Network Users: eMarketer's Updated Estimates for 2015

August 2015

The worldwide social network audience will surpass the 2 billion mark in 2015. More than 28% of people worldwide will use a social network regularly this year, with nearly 82% of this group utilizing a mobile phone to access these platforms.

Worldwide Internet and Mobile Users: eMarketer's Updated Estimates for 2015

August 2015

In 2015, 43.0% of the worldwide population will use the internet regularly, with 32.2% going online via mobile phone. The growing mobile internet user base will drive overall internet adoption, especially in emerging markets.

Digital Ad Blocking: Will Escalating Usage Imperil Marketing, Monetization Efforts?

August 2015

While the impact on publishers to date has been mixed, consumer use of ad blockers is growing. If a significant portion of the digital audience ends up using them, a major disruption to the existing publishing model is possible. The ultimate result of this trend is in the hands of digital heavyweights like Google, which must balance the risk of losing ad revenue to blockers against the danger of angering users.

Email Marketing Benchmarks 2015: Are Performance Metrics Revealing Signs of Consumer Fatigue?

August 2015

Email continues to prove a strong method for messaging customers, yet performance metrics such as clickthrough rate and open rate may be on the decline. To stay relevant and effective, email efforts need to be integrated into a more mobile-friendly cross-channel strategy.

Beacons for Retailers: Beyond the Hype

August 2015

Despite little large-scale success with beacons so far, retail marketers continue to show interest in them for their geotargeting capabilities, and new developments may hold promise for the most hopeful among them. Consumers, however, have yet to show any real enthusiasm for the technology.

Auditing the Highly Affluent in the US: 10 Questions and Answers About People with Serious Money

August 2015

Looking beyond the “mass affluents,” who constitute over one-fifth of the US population, this report examines attitudes and behavior of the narrower population of consumers with more substantial income and/or wealth.

The Mobile Wallet: Six Things Marketers Should Know

August 2015

Mobile wallets are intended to make commerce more convenient, whether in a store or through an app. As consumer adoption grows, marketers have an opportunity to use mobile wallet platforms to deliver more compelling and effective commerce experiences.

Global Mobile Landscape 2015: A Country-by-Country Guide to Mobile Phone and Smartphone Usage

July 2015

This report provides an overview of the mobile phone landscape in eMarketer’s core countries of coverage, focusing on penetration rates, original equipment manufacturer (OEM) market share, mobile operating system market share and the state of 4G.

Instagram Advertising: What Marketers Need to Know

July 2015

Instagram’s ad business should ramp up quickly in 2015, with the addition of direct-response features, the ability to buy ads via an API and enhanced targeting. eMarketer expects Instagram will record $595 million in ad revenue this year and near $3 billion in 2017.

Worldwide Digital Travel Sales: The eMarketer Forecast for 2015

July 2015

Digital travel sales will total more than $481 billion worldwide in 2015. Strong demand in Asia-Pacific and Latin America will help drive overall worldwide sales growth, which will come in at 13.1% this year.

Worldwide Retail Ecommerce: The eMarketer Forecast for 2015

July 2015

Worldwide retail sales will surpass $22 trillion in 2015, up 6.3% from 2014. Retail products and services purchased on the internet will account for 7.3% of the total retail market worldwide, or $1.672 trillion.

App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market

July 2015

Mobile apps are more popular than ever. But their success is increasing competition, making it difficult for marketers to get their apps noticed and used. What are the best ways for apps to acquire new users, and to keep the existing ones coming back?

Canada Sports on Mobile: Fueling New Fan Experiences

July 2015

The ways in which Canada’s sports fans use mobile, whether at the game or on the couch, provide valuable context for broadcasters, advertisers and anyone else looking to engage this consumer segment.

Multichannel Networks and Digital-First Video Content: Growing Audiences Beyond the YouTube Core

July 2015

Multichannel networks (MCNs) serve as the connective tissue between YouTube’s audiences and its advertisers. However, more and more MCNs are expanding to other platforms, potentially shifting the center of gravity away from YouTube.

US Mothers 2015: Tracking Today's Patterns of Motherhood, Digital and Otherwise

July 2015

The term “mother” now covers a population that varies widely in everything from income to household composition to educational attainment, as well as working vs. stay-at-home status. Digital usage is something of a common denominator, though.

Mobile Games: A Large Audience, But Limited Ad Spending (So Far)

July 2015

This year, for the first time ever, more than half of the US population will be mobile gamers, eMarketer estimates. Now marketers are finding ways to integrate themselves into what’s historically been an advertising-unfriendly experience.