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eMarketer data and insights address how consumers spend time and money, and what marketers are doing to reach them in today’s digital world.
Customers have access to all of the coverage below.
Use the menu on the left to explore eMarketer's eight research categories. Corporate subscribers have access to every topic listed within these categories. eMarketer's research coverage is designed to provide customers with the most comprehensive data and insights into the evolving digital marketing landscape.
The forces influencing consumer behavior, changing media consumption patterns and affecting digital marketing practices.
Media usage and ecommerce insights for influential demographic groups and audience segments.
Top advertising and marketing trends impacting today's digital landscape.
Analysis of mobile technology developments, consumer adoption rates and usage patterns, and advertising trends.
Intelligence related to shifting trends in social media, network usage and marketing strategies.
Comprehensive coverage of the omnichannel retail experience to better understand customers and drive revenues.
In-depth coverage of key trends and shifts within top vertical segments.
Our global research ensures marketers worldwide have the data they need
eMarketer publishes in-depth reports, interviews, benchmarks, forecasts, charts and thousands of data points on key countries affecting today‘s digital world. We offer the most comprehensive level of research on these countries and regions:
* Primarily France and Germany
eMarketer produces regional reports, key benchmark data and proprietary estimates on digital marketing measures such as ad spending, ecommerce, social media, mobile penetration and device usage for these countries:
eMarketer also gathers research from thousands of sources on countries that are often ignored or underserved by other firms. By aggregating this data and making it easily accessible, we offer one of the most robust searchable databases in the industry—with an average of 15,000 charts published each year.
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eMarketer reports provide an in-depth understanding of each topic that we cover. Explore our recent and upcoming reports using the menu on the left. To learn more about why eMarketer's data and insights are the most trusted in the industry, read about our approach to research.
More brands are using influencer marketing, in part due to concerns about ad blocking. As the influencer ecosystem gains more structure, YouTube, Instagram and Snapchat are the major platforms to watch.
Digital buyers around the world enjoy shopping on foreign sites for a variety of reasons. Many retailers are finding that courting these border-hopping consumers can be profitable.
The internet of things (IoT) is already changing the media and entertainment business. High-speed networks, connected devices, sensors and real-time data streams are helping to reduce costs and deliver more interactive and personalized experiences.
In 2016, eMarketer expects programmatic digital display ad spending in China will total $9.29 billion, accounting for just over half of the display ad market in the country. That figure is forecast to climb to $12.72 billion in 2017.
Marketers now have a new medium—the immersive medium—enabled by virtual reality and augmented reality technologies through which they can tell stories and engage with audiences like never before.
Despite widespread economic uncertainty in China, mobile ad spending is rising rapidly there, as marketers look to connect with the world’s largest mobile audience.
UK consumers are spending more time than ever with mobile apps. Aside from the most popular apps, getting users’ attention and persuading them to stick with an app is tough in a world of crowded app stores and limited home screen real estate.
Connected devices, sensors, real-time data streams and other internet of things (IoT) components are changing the way travel and hospitality does business, making operations more efficient and helping marketers create higher-value customer experiences.
A standalone eMarketer PowerPoint looks at differences (some) and similarities (many) in digital usage by younger vs. older US millennials.
Emphasis on the vast size of the US adult millennial population obscures the fact that it consists of distinct cohorts at different life stages, from student to parent-plus-homeowner. This report examines key segments of the adult millennial population.
B2B brands that do the foundational work of building an effective content-marketing machine find success through compounding returns over time. Such strategies are also highly cost-effective, though getting the process started requires heavy lifting, a focus on audience and a talent for optimization.
In 2016, digital display ad spending will surpass search spending in the US for the first time. Programmatic advertising and growth in mobile in-stream video and in-feed and out-stream video ads, will drive dollars. Beyond spending, buyers and sellers will seek agreement over ad blocking, viewability and fraud.
The internet of things (IoT) is beginning to transform the healthcare business. New types of connected devices and data streams are improving patient care and helping marketers deliver more personalized campaigns and customer experiences.
Worldwide digital travel sales will top $533 billion in 2015, up 13.3% from last year. Strong demand in Asia-Pacific, Latin America and the Middle East and Africa will help drive overall worldwide sales growth.
Retail products and services purchased on the internet will account for 7.4% of the total retail market worldwide in 2015, or $1.671 trillion. By 2019, retail ecommerce sales will more than double to reach $3.578 trillion, yet it will still account for just a fraction (12.8%) of total retail purchases.
With consumers growing more skeptical about traditional advertising, US retailers are turning to influencer marketing, consumer-generated content and review platforms to sway leery buyers.
While economic uncertainty in Canada will hold back total media ad spending growth and marketing budgets in 2016, digital ad formats are becoming essential for discerning, cost-conscious marketers.
eMarketer’s six B2B mobile marketing trends for 2016 reflect the increasing prevalence of smartphones and tablets in the workplace. In 2016, B2B marketers will optimize their use of content, data and technology to more effectively reach buyers and decision-makers.
Markets around the globe may be more connected than they have ever been before, but they are still governed by their local economies, infrastructure and consumer behaviors. This report looks at ad spending trends in 20 key markets tracked by eMarketer.
In Q4 2015, the digital video market in the US is growing by key indicators such as ad spending, subscribers, content availability and technology choices. However, its growth raises concerns over the health of TV advertising, and over viewability and quality control with digital ads.
Digital increasingly pervades every aspect of life in the UK, and 2016 will see further advances in out-of-home advertising, mobile payments and in-store technology. Consumers will be less responsive to “smart home” systems. But growing numbers will use ad blockers.
Interest in cracking cross-device targeting is high, but difficulties remain. In 2016, the emphasis will be on building audiences via first-party data and bringing TV into the cross-device mix. Consumer privacy concerns will also be a major concern.
eMarketer unveils its annual predictions for the coming year: Six things that will happen, four things that won’t happen—and, oh yes, a discussion of ad blocking.
eMarketer's benchmarks and estimates build the foundation for each topic that we cover. Use the menu on the left to browse our forecast packages to see the frequency with which the data will get updated throughout the year. To learn more about why eMarketer’s data and insights are the most trusted in the industry, read about our approach to research.
The eMarketer US Ad Spending Benchmarks package, published quarterly, includes estimates and projections for advertising spending across media channels, including TV, digital, print, radio and others. The package also dives deep into digital and mobile advertising spending across formats, including search, display, video and other categories.
This quarterly benchmark package includes historical estimates and forecasts on advertising spending across media channels, including TV, digital, mobile, print, radio and others. The package also takes a detailed look at digital and mobile advertising spending across search, display, and video formats, spending on social network advertising and net UK ad revenues for Google and Facebook.
The eMarketer Worldwide Ad Spending Benchmarks package, released quarterly, includes historical estimates and forecasts for total media, digital, and mobile ad spending for six regions and over 20 countries. For select countries, estimates for digital ad spending across formats, including search and display, are included.
This quarterly benchmark package examines how marketers are allocating ad dollars across major ad sellers and digital platforms, including Google, Facebook, Yahoo, AOL, Twitter and others. The figures include global and US ad revenues, market share, growth, APRU and related metrics across markets such as digital, mobile, display, search and others.
This quarterly benchmark package includes historical estimates and projections for spending on social network advertising by marketers in six regions and select countries. Estimates are also broken out for ad spending on specific social networks such as Facebook, Twitter, and LinkedIn.
The eMarketer US Internet User Benchmarks package include historical estimates and forecasts on usage levels of many activities of internet users and households across digital devices, including video viewership, audio and music listeners, social networking, email and search, gaming and other activities. The forecast also breaks down usage levels by age, gender, race/ethnicity.
This semiannual benchmark package examines the mobile landscape in the US. Historical estimates and forecasts are provided for mobile phone users, mobile phone internet users, smartphone users broken out by age, gender, and race/ethnicity. This package also includes estimates for mobile connections, smartphone users by operating system, mobile social network users, mobile Facebook users, mobile Twitter users, mobile video viewers, mobile music listeners, and mobile gamers, as well as mom, Baby Boomer, Gen X, and Millennial mobile phone users, mobile internet users and smartphone users.
This semiannual benchmark package includes historical estimates and forecasts for US tablet users, iPad users and ereader users. Estimates for tablet users contain breakouts for audiences by age, race/ethnicity and gender.
eMarketer’s semiannual US Time Spent with Media package examines the average time users spend per day with TV, radio, digital, mobile, and print media, down to the hours and minutes. Specific breakouts include estimates for time spent with smartphones, tablets, social networks, video, newspapers and magazines. This package also compares the average time spent per day with select media to major media ad spending.
The semiannual eMarketer UK Internet User Benchmarks package includes historical estimates and forecasts for fixed broadband subscriptions and households, internet users, social network users, Facebook users, Twitter users and digital video viewers. This forecast also includes breakouts for usage levels by age and gender.
This semiannual benchmark package examines the UK’s mobile landscape, and includes forecasts for mobile phone users, mobile phone internet users, smartphone users, and mobile social network users broken out by age and gender. This package also contains estimates for mobile connections, smartphone users by operating system, mobile Facebook users, mobile Twitter users and mobile video viewers.
This semiannual benchmark package includes historical estimates and forecasts for tablet users, iPad users and ereader users in the UK. Estimates for tablet users contain breakouts for audiences by age and gender.
eMarketer’s UK Time Spent with Media forecasting package, released semiannually, includes estimates for the average time users spend per day (hours and minutes) with TV, radio, digital, mobile, and print media. This package also compares major media ad spending to the average time spent per day with select media.
eMarketer’s semiannual package for EU5 Tablet Users includes historical estimates and forecasts for tablet users in France, Germany, Italy, Spain, the UK, and the overall EU-5 market.
The Worldwide Internet User package, released semiannually, includes historical estimates and forecasts for fixed broadband subscriptions and households and internet users for six regions and over 20 countries.
eMarketer’s Worldwide Mobile User Package, released semiannually, covers the mobile landscape in six regions and over 20 countries. Historical estimates and forecasts are provided for mobile connections, mobile phone users, mobile phone internet users, and smartphone users.
This semiannual benchmark package examines the social networking market in six regions and over 20 countries. eMarketer’s historical estimates and forecasts include figures for social network users and Facebook users.
This semiannual benchmark package examines the digital and mobile travel market in the US. The forecast includes historical estimates and forecasts for digital and mobile travel sales, digital travel researchers and bookers, and mobile travel researchers and bookers. eMarketer takes a deep look at mobile travel in this package, with a comparison of smartphone travel sales and smartphone researchers and bookers to tablet travel sales and tablet researchers and bookers.
eMarketer’s US Digital Coupon User forecasting package, published semiannually, includes estimates for US adult digital and mobile coupon users and mobile barcode scanners. Estimates for mobile coupon users include breakouts for adults who redeem coupons on smartphones, tablets, and other mobile devices.
eMarketer’s annual US Mobile Payment Package includes historical estimates and forecasts for the number of proximity mobile payment users in the US, and the percentage of smartphone and mobile phone users who use a mobile device as a payment method. Projections for proximity mobile payment transaction values, the growth of proximity mobile payment values, and the average spend per user on proximity mobile payments are also included in this package.
This benchmark package, published semiannually, dives deep into the US retail sector by examining US retail sales, retail ecommerce sales, retail mcommerce sales, retail ecommerce holiday season sales, digital travel sales, and retail ecommerce sales broken out by 10 product categories. Estimates for digital shoppers and buyers by age and mobile shoppers and buyers by device (tablet and smartphone) are also included in this package.
This benchmark package, published semiannually, examines the UK’s B2C ecommerce market. Historical estimates and projections for total retail sales, retail ecommerce sales, retail mcommerce sales, and digital travel sales are included, as are figures for digital shoppers and buyers, mobile shoppers and buyers by device (smartphone and tablet), and digital travel researchers and bookers.
The semiannual Worldwide B2C Ecommerce package includes historical estimates and forecasts for B2C ecommerce sales, digital buyers and digital shoppers for six regions and over 20 countries. For select countries, forecasts are included for retail ecommerce sales and digital travel sales.
eMarketer's philosophy is that research should be easy to use and convenient to access. That's why all of our topics are delivered to customers in a variety of formats, depending on how much time they have and how much depth they need.
Each eMarketer report is the result of the combined efforts of our researchers, chart specialists, interviewers, analysts and editors. Concise and readable, reports provide an in-depth understanding of specific markets and trends, offering unique analysis based on the eMarketer method of looking at all available information. In short, they take the vast amount of data eMarketer assesses and publishes daily, and put that data into context for our clients. Each report has five distinct sections: the executive summary, the eMarketer view, findings, conclusions and sources.
In the executive summary, the key questions addressed in the report are laid out along with relevant background information.
The eMarketer view gives you eMarketer’s take on what the crucial developments are, which way the marketplace is headed, and what you should be watching most closely.
The bulk of the report consists of eMarketer’s findings, which weave together third-party data with interviews, analysis and eMarketer forecasts to show you everything that is happening. The report’s key takeaways are highlighted in the conclusions section.
eMarketer’s signature charts offer a quick, clear view of the latest data—both eMarketer forecasts and the latest numbers from the thousands of other sources eMarketer evaluates.
Creating the over 10,000 charts eMarketer publishes a year means assessing 75,000 to 100,000 data points—and vetting all of them for accuracy and sound methodology. Despite the sheer volume of constantly updated information we publish, eMarketer’s searchable and browsable database makes it quick and easy to find what you need.
Once you do find the perfect piece of information, eMarketer gives you the option of exporting it as a PDF, JPEG, Excel file or PowerPoint slide, making it easy to pass along or incorporate into a presentation.
Finally, of course, each eMarketer chart is labeled with clear source and methodology information, so you know exactly what you’re looking at.
eMarketer’s forecasts distill the collective predictions of the research world about the digital landscape. What makes the eMarketer perspective so reliable is that it’s supported by a transparent methodology, as well as robust comparisons to other estimates.
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population along with company-, product-, country- and demographic-specific trends as well as trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
Additionally, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
eMarketer publishes forecasts on advertising spending, internet usage, mobile usage and ecommerce sales for countries in North America, Western Europe, Latin America, Asia-Pacific, Eastern Europe, and the Middle East and Africa. Advertising spending forecasts are published quarterly and usage forecasts are published twice a year.
Due to the dynamism and volatility of digital media, it’s hard to trust any single forecaster or organization to get it right. That’s why eMarketer comparative estimates present many credible predictions—alongside eMarketer’s own view—so you understand where researchers agree, or disagree, about where specific markets are heading.
eMarketer doesn’t just compare data points. It also compares viewpoints. We conduct and publish thousands of interviews with industry leaders. As with eMarketer’s other coverage, the goal is to find out what is really happening in the marketplace, whether there is a convergence or divergence of opinions and practices. Corporate clients don’t just get to look at the numbers, they get to hear about developments from the executives themselves.
eMarketer also publishes shorter pieces, often focused on highlighting a single trend or data set from a longer report. eMarketer corporate clients have access to all of eMarketer’s articles, along with the reports, charts and interviews they draw from.
Join our analysts for dynamic presentations on the digital marketing topics that matter most to your business. After the webinar, their PowerPoint decks and audio commentary remain available for easy viewing anytime.
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