Mobile


The 2018 retail holiday season was exceptionally strong, with the highest growth rates for brick-and-mortar and ecommerce sales since 2011. Online spending performed noticeably better than the industry’s already optimistic expectations.

Instagram Stories is increasingly popular with social media marketers. Last year, one in three Instagram posts containing "#ad" was a story, according to a study by Klear.

Facebook reported its Q4 2018 earnings on Wednesday, beating expectations for ad revenue and user growth. In this eMarketer Analyst Insight, Senior Analyst Jasmine Enberg and Principal Analyst Debra Aho Williamson explain four key takeaways for advertisers.

"Time is money" has never had more meaning than it does today. The attention economy has become another challenge for advertisers—particularly on mobile devices where users have lower tolerances for attention-grabbing ads. But short attention spans may have met their match in playable ads, which embed games or puzzles into ad units.

In the latest episode of eMarketer's "Behind the Numbers," analyst Debra Aho Williamson highlights some of her predictions for social media in 2019. What's in store for Facebook? What pitfalls must Instagram avoid? Will the stories format continue to win over users?

Most people think of gamers as Xbox-obsessed teenagers, but it turns out that mobile is by far the more popular place to play.

No social app since Snapchat has succeeded in capturing significant usage in the US. But the Chinese-owned, short-video app TikTok is enjoying sudden growth in popularity. Can it buck the trend and challenge the existing social networks?

Gen Xers’ wearable usage is rising, albeit slower than it has in past years. By the end of 2018, 15.4 million Gen Xers will have used a wearable device at least once per month, up from 14.0 million in 2017.

The multilayered approach that scammers use to siphon money highlights the cat-and-mouse problem of policing ad fraud.

Social behaviors are shifting to stories. Advertisers want to be where users are, but how can they create effective ad campaigns that drive results? We spoke with executives at Facebook, Instagram and Snapchat to get the secrets to story advertising success.

Linking the places a person visits over the course of a day or a week provides a more rounded view of their interests and priorities. HERE Technologies explores the three key questions to ask when buying location data for audience segmentation.

On the latest episode of "Behind the Numbers," we look at the latest smartphone models and anticipate when 5G will finally arrive.

The recent news that Facebook is in early stages of combining the messaging features of several of its properties, as reported by The New York Times last week, raises many questions about how advertisers and users will be affected. In this eMarketer Analyst Insight, Debra Aho Williamson and Jasmine Enberg explain what it could mean for these two groups.

Smart glasses, like Google Glass, failed in the consumer space but are finding success in workplaces.

In the latest episode of "Behind the Numbers," mobile analyst Rahul Chadha breaks down eMarketer's latest estimates for the booming mobile video advertising market, and digs into the underlying drivers.

As new voice tech has emerged, functions normally embedded in phones have begun shifting to smart headphones, aka hearables.

In the latest episode of "Behind the Numbers," eMarketer's Yory Wurmser and Rahul Chadha discuss key trends we see for next year, including the growth of mobile commerce (but the continued consumer reluctance to embrace mobile proximity payments in the US), shifting attitudes about mobile screen time and emerging challenges for advertisers.

This year, 23.8 million US millennials will have used a wearable device at least once per month. That's roughly a third of the millennial population, according to our estimates.

Adoption of wearables among teens is low. Just one in 10 internet users ages 12 to 17 will use a wearable device in 2018.

If you’re still looking for a holiday gift for a parent or grandparent, a wearable device could be well-received. Americans 55 and older are the fastest-growing group of electronic wearable users in the US, according to eMarketer’s latest wearables forecast, largely due to the devices’ enhanced health features.