10 Key Digital Trends for 2017: Our Predictions for What Will—and Won't—Happen Next Year - eMarketer

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10 Key Digital Trends for 2017: Our Predictions for What Will—and Won't—Happen Next Year

eMarketer Report

By: eMarketer

Published: December 05, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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."

    Table of Contents

    10 Predictions for 2017

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    9 charts are included in the full report:

    10 Predictions for 2017

    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)