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Published: December 05, 2016
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Last year we made 11 predictions on everything digital, from the size of the digital ad spending market to the scale of Facebook’s millennial usage.
"Well, we got a lot of things right. We got some things wrong. And in some cases, it’s still too soon to say. Here’s a quick rundown of some of our now year-old predictions—the ones that are measurable—and how things turned out since then."
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Extent to Which US Adults Believe Free Public* Wi-Fi Is Safe, July 2016 (% of respondents)
Primary Entity that US Internet Users Trust with Their Personal Data, April 2016 (% of respondents)
US Internet Users Who Would Continue to Shop* at a Retailer After a Security Breach, March 2016 (% of respondents)
Chatbots—lots of talk, not so much action
US Business/IT Executives Who Are Aware of Select Emerging Technologies, June 2016 (% of respondents)
Online grocery shopping will jump in 2017, with brick-and-mortar stores playing a starring role
US Grocery Product Digital Purchase Share, by Fulfillment Method, Jan 2015 & July 2016 (% of total)
Marketers will make the move to more complex forms of attribution modeling in 2017
US Companies Using Multichannel Attribution Models, 2014-2018
Next year will be the tipping point for mobile messaging, as more than half of mobile users will use such apps
US Mobile Phone Messaging App Users and Penetration, by Platform, 2014-2020 (millions, % change and % of population)
Influencers will take a significant chunk of the ad market in 2017
Instagram Ad Revenues* vs. Influencer Marketing Revenues** Worldwide, 2016 (millions)
Virtual Reality won’t be a significant marketing channel until hardware becomes more widespread
US Smartphone- and Console/PC-Based Virtual Reality Headset Penetration, 2016-2022 (% of population)
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