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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.
This year, for the first time ever, more than half of the US population will be mobile gamers, eMarketer estimates. Now marketers are finding ways to integrate themselves into what’s historically been an advertising-unfriendly experience.
Furniture and home goods ecommerce is dominated by a few retail juggernauts. What these brands have in common is a focus on a higher-end market and large direct-mail businesses.
Ecommerce penetration is fairly low for drugs and beauty products. Retailers in this sector are still playing catch-up and using digital to enhance the online shopping experience.
Discount and variety—whether warehouse clubs, dollar stores or mass-merchant titans—has one of the lowest ecommerce penetration rates of all retail sectors, yet online sales growth is outpacing in-store sales for the industry leaders.
Department stores are reinventing themselves to stay relevant to digital shoppers. As a result, the segment’s ecommerce sales are starting to grow faster than their in-store revenues.
Apparel is one of the most popular digital purchase categories and specialty stores in this sector can see ecommerce sales penetration as high as 30%. Even so, physical stores remain important.
Ecommerce’s share of US retail sales will reach 7.1% in 2015, eMarketer estimates. But shares vary significantly from retail sector to retail sector—this report series examines five of them: apparel and accessories retailers; department stores; discount and variety stores; beauty, health and drugstores; and furniture and home goods retailers.
Back-to-school sales are important to retailers both in their own right and as a barometer for the coming holiday season. This year, eMarketer expects a strong back-to-school period, with 4.6% growth for total retail sales and a 14.4% jump in seasonal retail ecommerce.
While there are plenty of digital video viewers in the UK, they don’t consume huge amounts of content, and most of it is likely to be TV programming. Beyond what’s being watched, device choices are changing, with mobile viewing more prevalent than ever.
Digital identity today is a messy, fragmented landscape. With digital proliferation, the rise of mobile commerce and an expanding “internet of things,” solving today’s challenges surrounding digital identity will be crucial in making these interactions more personal, contextual and valuable.
US digital video ad spending continues to grow as audiences spend ever-increasing amounts of time viewing content, much of it long-form programming created exclusively for over-the-top (OTT) platforms. Tablets, smartphones and connected TVs account for most of this increased consumption.
Brazil will boast 113.7 million internet users in 2015, with access via smartphones primarily responsible for an expanding user base. But infrastructure and cost concerns are slowing additional internet uptake and holding back more robust usage by existing users—issues Brazil’s government is looking to address.
Over half of Facebook’s ad revenue comes from outside North America, and marketers around the world are increasing their spending on the social network further. This deep dive into Facebook ad spending trends identifies which countries and regions are fueling growth.
Mobile marketing experts and brands share insight on the costs of developing mobile websites vs. mobile apps, the benefits of the two channels and how each can meet different business objectives.
Manufacturers of wearable devices are moving at lightning speed to bring new products to market. Awareness of wearable devices is up, industry forecasts for growth are high, but consumers’ interest in buying anything but a fitness tracker is still low.
Mobile video ad spend is experiencing rapid growth, thanks to larger audiences of video viewers and growing time spent on smartphones and tablets. But challenges with the format are causing growing pains for the industry.
The worldwide social network audience is nearing the 2 billion mark. More than 27% of people worldwide will use a social network regularly in 2015. Out of this group, nearly 80% will use a mobile phone to access these platforms.
The US Hispanic population’s rapid growth has created considerable hype about the market it constitutes, obscuring some of the realities about this increasingly important consumer group.
Retail ecommerce growth is driving up total retail sales in the UK. Mobile commerce is underpinning much of those gains, with smartphones in particular becoming popular for digital shopping and buying.
Mobile is fueling growth in time spent with digital media among adults in Canada. In 2015, it will be largely responsible for digital media use passing daily time with TV. Despite these gains, traditional media will still grab the largest share of overall time with major media.
US industries will collectively spend more than $58 billion on paid digital advertising in 2015, the sixth consecutive year of robust growth. Spending increases in all sectors are being propelled by continued economic improvement and technological advances that can deliver campaigns in more efficient and personalized ways. In 2015, mobile, digital video and programmatic buying are the brightest stars in the digital advertising lineup.
The financial services sector will be the third-biggest spender on US digital advertising in 2015. Of the $7.19 billion that financial marketers will invest, 48.5% will be dedicated to mobile advertising. Programmatic will play an increasingly significant role in digital media buying as well.
Marketers in the US healthcare and pharmaceutical industry will invest $1.64 billion in digital advertising in 2015. New products and more sophisticated data targeting are fueling growth, especially in mobile, video and native formats.
Both the media and entertainment categories are expected to experience double-digit year-over-year growth in digital ad spending, as well as share of total digital ad spending, in 2015.
The consumer packaged goods industry is increasing its digital ad spending even as brands’ overall advertising budgets are cut. Traditional media buys are being shelved in favor of digital strategies that offer better efficiencies and targeting.
The US travel industry will spend $4.85 billion on digital advertising in 2015, driven by a healthier economic outlook and outsize spending by key category players, especially Priceline.com and Expedia.
Digital ad spending by the US retail industry will reach $12.91 billion in 2015 and grow to $19.98 billion by 2019 as marketers continue to refine retail’s omnichannel and multiscreen strategies.
The US auto industry is forecast to spend $7.30 billion on digital ads in 2015 and will continue to increase its digital spend slightly on the heels of record sales over the last couple of years. Spend is estimated to reach $12.08 billion by 2019.
Combined, the US telecom and computing products and consumer electronics sectors will spend a total of $10.93 billion on digital advertising in 2015. Both verticals will see large portions of budgets spent on mobile ads and through various programmatic methods.
Mobile will account for 22% of digital revenue in 2015. More than 60% of mcommerce will come via tablets, but smartphones are producing new mcommerce moments. This report looks at eMarketer’s mcommerce forecast for the US and the trends behind future growth.
Interest in targeting people (not devices) rose over the past year, despite doubts about mobile audience targeting capabilities. Advances were made to address concerns and advertisers are pleased with the progress. But they’re far from satisfied.
In its latest estimate for total time spent with media among US adults, eMarketer downwardly adjusted its forecast, reflecting an adjustment of estimated TV time. But total time with media still came in at more than 12 hours per day.
Intensifying activity, a strong but imperfect Apple Pay rollout and hopes for broader merchant acceptance defined the progression of the US mobile payments market in Q1 2015.
The percentage of UK digital ad spending devoted to native ad efforts is rising. But several challenges remain before the format can be considered mature—from identification standards and consumer amenability to performance measurement and scalability.
CMOs must work ceaselessly to keep up with trends in the digital and mobile marketing ecosystems. From mobile apps to the marketing technology stack, early adopters and digital laggards alike are evolving along with the consumer media landscape. eMarketer has curated this Roundup of interviews with CMOs at brands, publishers and more to collect insights about the challenges and opportunities on marketers’ horizons today.
In 2015, 43.0% of the worldwide population will use the internet regularly, while 31.1% will go online via mobile phone. The growing mobile internet user base will drive overall internet adoption, especially in emerging markets.
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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