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Time Spent with Mobile Surpasses Desktop: How eMarketer Developed Its Industry Standard Benchmark Figures

eMarketer employs a complex analytical process to develop its industry standard benchmarks and forecasts.

The basic idea is that we study many relevant studies about a topic, and provide our customers with a more holistic understanding than they could possibly get from a single research source.

For example, to develop figures on time spent across media channels—which have huge implications for the industry—eMarketer aggregated data from virtually every research source covering the topic, analyzing it all before developing conclusions about the overall market.

Several eMarketer team members star in this short video about how we developed the figures. Enjoy!

Posted on November 27, 2013.