Mobile


Four years after its purchase by Facebook, WhatsApp is being tasked with a new challenge: Make money. In the latest episode of “Behind the Numbers,” analyst Rahul Chadha digs into the messaging market and the monetization strategies being put to the test around the world.

How big is the worldwide market for messaging apps and where is the growth strongest? On the latest episode of "Behind the Numbers," we dig into the data and trends with eMarketer's Andrea Szasz and Rahul Chadha.

Shoppers May Get Brand Fatigue From Messaging Overload

Some consumers don’t mind handing over personal information, such as their phone number, in exchange for something in return—like a discount. But if they feel they're getting flooded with too many messages from brands, they'll simply unsubscribe.

Relaxing with a Game? Enjoy an Ad

Nearly 40% of US mobile gamers think games are relaxing, which is good news for mobile ad buyers, because many gamers say they tend to be more receptive to ads when they're in a relaxed mood.

Mobile Marketers Struggle with Data Quality Management

Tune and Forrester Consulting polled 300 US mobile marketers in January and found that one-third of them said managing data quality is a real challenge.

Smartphone Users Are Reinstalling Apps at a Surprisingly High Rate

App reinstalls aren't limited to emerging markets. Three in 10 app users in North America have also engaged in the practice, according to Tune.

Many Marketers Look to Location Data to Plan Their Efforts

Nearly three-quarters of marketers in North America said that knowing how customers spend time in the real world helps inform their future marketing efforts.

How Soon Do Retail App Installers Turn into Buyers?

User acquisition is a major app marketing goal, but the next step for retailers is boosting users' lifetime value, since fostering loyalty can pay off down the road.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include Google’s expected return to China, plus a new kind of tutor.

Summer Means Long Road Trips, and Now More Ads in Your Navigation Apps

Google Maps and Waze recently introduced new advertising products, meaning in-map advertising is now easier to buy for a wider variety of marketers.

Who Doesn't Swipe Right for Dating Apps?

Think romance is dead? Think again. While dating apps are relatively commonplace, most people are reluctant to use them.

Location Intelligence Roundup

Consumers have become more comfortable sharing location details, but they’re also more choosey about when they share. At the same time, marketers have a better understanding of how to use location data and which data to avoid. eMarketer has curated this Roundup of articles, insights and interviews to help you dig into location intelligence.

Grocery Apps Grow in Importance

Even though groceries are still mostly bought in-store, many consumers use digital tools before, during and after a visit to a supermarket. These multiple touchpoints provide opportunities for grocers to engage with shoppers.

Make Your Mobile Web Experience Faster Using These Tools

Mobile apps might be getting the lion’s share of attention (and ad dollars) right now, but marketers ignore the mobile web at their own peril.

Do Location-Based Ads Drive Store Visits?

Using location data to personalize ads has given a lift to marketers trying to engage with their target audience. But driving customers into the store? That's not so clear.