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Archive for December, 2017

Smartphones Take a Bite Out of the Tablet Market

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Usage Among Internet Users to Fall in 2017 for the first time

London, 18 December, 2017: Don’t expect to see many tablets appearing on Christmas wish lists this year – their popularity is waning. They may be more affordable than ever but by the end of 2017, tablet user penetration among internet users will fall for the first time, according to eMarketer’s worldwide tablet users forecast.

This year, 32.9% of internet users across the globe will use a tablet, vs. 33.2% in 2016. Tablet usage is expected to continue its decline, and the penetration rate among internet users will drop below 31% by 2021.

eMarketer’s forecast shows that tablet use in developed markets, in particular, has stabilized, seeing little to no growth. Meanwhile, in emerging markets, the device is struggling to penetrate beyond early adopters.

The drop-off indicates that consumers in developing markets, such as China and India, are keen to use smartphones for most of their online needs. In addition, the demand for messaging services and social media apps such as WeChat, WhatsApp and Facebook Messenger in these markets has further fueled mobile internet usage.

Wearable Users

“The stagnation in tablet usage is directly related to the growth in the popularity of smartphones,” said Cindy Liu, forecasting analyst at eMarketer. “Activities that made tablets popular in the first place—such as watching video, online shopping and buying, and playing games—are shifting to smartphones, which are now bigger and more powerful than they have ever been,” she said.

 

For more information, contact:

Sheelagh Doyle
Senior Director, Global PR and Communications
+44 (0) 203 510 1595
sdoyle@emarketer.com

Posted on December 18, 2017.    

Worldwide Instagram Users Continue to Grow

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In 2017, a quarter of smartphone users will log on to Instagram at least once a month

London, 14 December 2017: Facebook-owned Instagram will be used by nearly one in four smartphone users worldwide this year, according to eMarketer’s first-ever global forecast of the photo- and video-sharing social platform, released this week.

Since Instagram’s launch in 2010, the app has continually innovated and added new features in a bid to attract new users. The updates have proved particularly popular with younger audiences, and last year Instagram grew its overall user base by almost 45%. eMarketer predicts that by the end of 2017, Instagram’s global audience will total 593.7 million users.

Click here for the full release.

For more information, contact:

Sheelagh Doyle
Senior Director, Global PR and Communications
+44 (0) 203 510 1595
sdoyle@emarketer.com

Posted on December 14, 2017.    

B2B Ad Spending to Grow 13% in 2018

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Desktops and laptops attract the majority of digital ad dollars

New York, NY (December 13, 2017) – In its inaugural forecast on US B2B digital ad spending, eMarketer projects that B2B advertisers will spend $4.60 billion in 2018, up 13.0% over this year. Since 2013, when B2Bs jointly spent $2.18 billion on digital advertising, growth has been strong, increasing by double-digit percentages every year.

The B2B digital ad market is dwarfed by total digital ad spend, which is more than 20 times larger, and total media ad spend (more than 50 times larger) in the US. Next year, B2B digital ad spend will make up 4.9% of all US digital ad spending, unchanged since 2016.

Click here for the full release.

For more information please contact:

Douglas Clark
PR Director, North America
646-863-8807
dclark@emarketer.com

Posted on December 13, 2017.    

China’s Wearables Market to Overtake the US this Year

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More than a fifth of internet users in China will use a wearable device in 2017

London, 12 December 2017: China’s wearables market will surpass the US this year, according to eMarketer’s first-ever wearables forecast for the Asia-Pacific country.
In 2017, more than a fifth (21.0%) of adult internet users in China will be donning a wearable device, such as an Apple Watch or Mi Band, at least once per month. By comparison, wearables penetration in the US is expected to reach 20.4%.

The wearable technology market made its way to China more than five years ago, and the sector has seen triple-digit growth there, with little indication of slowing down. Though the Fitbit wasn’t initially successful among consumers in the country, the subsequent arrival of inexpensive trackers, such as the Mi Band, ignited the market and helped to drive mass adoption among the tech savvy Chinese. In addition, the launch of the Apple Watch in 2015 appealed to the rising middle class who have a propensity for high-end luxury goods.

By 2021, eMarketer estimates, almost a quarter of adult internet users in China will be using a wearable device regularly.

“Wearable devices will continue to experience high growth among those in China,” said Shelleen Shum, senior forecasting analyst at eMarketer. “Thanks to the availability of inexpensive devices with constantly improving functionalities, coupled with an enthusiasm for new technology among working adults, it is not surprising that the adoption of wearable technology is on the rise in China and will surpass the US in 2017.”

Sheelagh Doyle
Senior Director, Global PR and Communications
+44 (0) 203 510 1595
sdoyle@emarketer.com

Posted on December 12, 2017.    

Programmatic Continues to Grow in the UK

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Marketers embrace programmatic despite negative press, transparency concerns

London, 12 December 2017: eMarketer’s latest forecast of programmatic ad spending indicates that, despite recent negative press, the UK remains a market leader in programmatic, and strong growth will continue over the next few years.

By the end of 2017, advertisers are expected to spend an estimated £3.39 billion on programmatic trading, up 23.5% from the prior year. This programmatic spend represents 79.0% of all UK digital display ad spending, and that proportion will reach 84.5% by 2019, eMarketer estimates.

Mobile continues to be a major growth driver of programmatic in the UK, accounting for more than three-quarters (78.0%) of total programmatic digital display ad spending in 2017; that figure will reach 86.5% come 2019. The numbers for desktop, meanwhile, are declining—both proportionally and in real terms. Just 22.0% of programmatic ad spending, or £743.8 million, will go to desktop this year, and those numbers will fall to 13.5% and £609.5 million in 2019.

“The programmatic ecosystem is growing because it’s maturing,” eMarketer senior analyst Bill Fisher said. “This maturation is leading to better practices, better behavior and better transparency. Making everybody in the chain accountable is the next step in cleaning up programmatic’s image further. For example, the recent Ads.txt initiative from IAB Tech Lab is one such step. This tool essentially allows publishers to publicly declare the companies they authorize to sell their digital inventory.”
He added: “There will be more initiatives to come, and as they come online, greater levels of trust will be placed in trading digital display inventory via programmatic pipes.”

Sheelagh Doyle
Senior Director, Global PR and Communications
+44 (0) 203 510 1595
sdoyle@emarketer.com

Posted on December 12, 2017.    

Adults in India Spend 3 Hours, 52 Minutes a Day Consuming Media

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This year, they will spend more than half of their media day watching TV

Adults in India will average 3 hours, 52 minutes per day consuming major media in 2017, eMarketer estimates—11 minutes more than in 2016. Time spent with digital, especially via mobile phones, will drive increases over the next few years.

These are the latest estimates from eMarketer’s new report, “Time Spent with Media and Ad Spending in India: eMarketer’s Estimates and Forecast.” (eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.)

Click here for the full release.

Sheelagh Doyle
Senior Director, Global PR and Communications
+44 (0) 203 510 1595
sdoyle@emarketer.com

Posted on December 7, 2017.    

eMarketer Updates Worldwide Internet and Mobile User Figures

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In 2017, 2.73 billion people worldwide will use a mobile phone to connect to the internet

December 6, 2017 (New York) — Internet user penetration worldwide is on pace to match eMarketer’s earlier estimates for the year. In 2017, nearly 47% of people around the globe will go online at least once a month—either via desktop/laptop or mobile device. By 2019, more than half of the population will use the internet, equating to 3.84 billion people.

According to eMarketer’s latest report, “Worldwide Internet and Mobile Users: eMarketer’s Updated Estimates and Forecast for 2017-2021,” growth in the number of internet users continues to be driven by the adoption of mobile phones with internet capabilities, a common occurrence in emerging markets across Asia-Pacific, Central and Eastern Europe, Latin America and the Middle East and Africa. (eMarketer PRO subscribers can access the full report here.)

Click here for the full release.

For more information please contact:

Douglas Clark
PR Director, North America
646-863-8807
dclark@emarketer.com

Posted on December 6, 2017.