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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.
While Hispanics were early adopters of smartphones, the US population in general has largely caught up in ownership of the devices. But a close look at the data shows smartphones still power an outsized share of Hispanics’ digital day.
With more consumers using their phones to pay for goods, eMarketer anticipates the value of US proximity mobile payments will triple in 2016, exceeding $27 billion. By 2019, US consumers will spend more than $210 billion from their mobile phones at the physical point of sale.
Marketers in Canada are honing their understanding of how to apply new technologies to better engage consumers and their ever-shifting tastes. Here’s a look at the digital trends that marketers most need to know.
eMarketer estimates that 1.40 billion consumers worldwide will use a mobile messaging app in 2015, up 31.6% over last year. The race for revenue is about to heat up, with two global leaders and five monetization models in play.
Thanks to a proliferation of content, devices and streaming services, connected TVs are increasingly mainstream, with over half of the US population expected to use them to access digital content in 2016. But the nuances of connected TV use are still evolving, with the devices used to access content different from what one might expect and viewing habits more similar to those of linear TV.
The sharing economy has emerged over the past decade to challenge existing businesses. This report will look at its effect on the retail sector.
In 2015, advertisers will spend an estimated $35.25 billion to reach consumers in Western Europe on digital platforms. Yet despite steady increases, digital ads will account for less than 28% of total ad spending in France, Germany, Italy and Spain.
Buy buttons are a feature of social commerce’s latest iteration. The major social platforms are adding new retail-friendly products to push mobile users into purchase mode, but the question remains whether consumers will bite.
As digital media and marketing skew toward mobile devices, there’s reason to fear they’ll become increasingly disconnected from the not-so-mobile boomer generation and its still-potent purchasing power.
A look at the global ecommerce landscape reveals that although some US players have seen success overseas, individual markets show a great deal of variety in the platforms that are most in use.
An increasing number of UK social network users are using more social media platforms than ever before. Younger age groups and mobile usage habits are driving much of this change, and savvy marketers are keeping ahead of the curve by experimenting with newer platforms.
Although economic and geographic factors will probably keep Peru’s overall internet uptake lower than any of its neighbors in Latin America in the foreseeable future, mobile internet is one likely bright spot in the near term, for advertisers as well as consumers.
Consumers in Chile are some of the most digital in Latin America, but marketers there still have some ways to go before moving decisively into web advertising. Look for digital ad spending in Chile to increase in the next 36 months, as its possibilities become clearer.
Though Brazil is a regional leader by virtue of its huge size and population, economic issues are likely to slow digital ad spending growth in the near term. Still, the country’s digital economy does have its share of bright patches, especially when it comes to mobile growth.
Although high inflation and unemployment have greatly slowed its economy, Argentina remains poised for great growth in digital ad spending over the next several years. This includes mobile, which has noticeably lagged compared with elsewhere in Latin America.
After nearly a decade of steady economic growth, Colombia finds itself with an increasingly digital populace—and an ad industry that is just beginning to catch up.
The second-largest market in Latin America, digital ad spending in Mexico is set for steady growth through eMarketer’s forecast period, while traditional media, especially TV, will more than hold its own.
For this forecast of digital ad spending from 2015 to 2019, eMarketer looks at the six largest economies in Latin America: Brazil, Mexico, Argentina, Colombia, Chile and Peru.
How effective is paid social media advertising? Overall, agency and marketer executives give it a B, suggesting there is room for improvement. But grades for some properties are much higher than for others.
As video screens proliferate throughout public spaces, digital out-of-home ads aim to capture the remaining fleeting moments of unoccupied consumer attention. More than 40% of all out-of-home advertising in the US will be spent on digital platforms in 2015.
Programmatic advertising will become the primary avenue for digital display advertising in Canada over the coming years. But the obstacles that stalled early adoption remain, and must be addressed to gain advertiser and publisher confidence.
This package of reports examines the latest programmatic advertising developments in four areas: mobile, video, TV and native. Our programmatic ad spending forecast breaks down investment estimates by transaction type, format and device, showing likely trends over the next 24 months.
Advertisers see promise in using programmatic to bring automation, audience data and ad creative capabilities to native advertising, which until recently has been mainly known for its lack of standardization. It is still early days for native programmatic, but one ad type—in-feed ads—will expand quickly.
Programmatic advertising’s migration to the “first screen” is just beginning, with only a suggestion of its full possibilities. For most stakeholders, the real value of programmatic is the ability to use greater audience data insights to nab addressable TV ads and improve the planning of linear TV ad buys.
Advertisers are keen on programmatic for video advertising, yet programmatic ad dollars will account for only 39% of total US video ad spending this year. Better ad quality and a wider embrace of a “video everywhere” mentality are expected to unlock additional dollars in the next several years.
By 2017, mobile programmatic advertising will account for $20.45 billion, or 78.0% of all US mobile display ad spending. Drivers of growth include greater brand adoption, contributions from players like Facebook and Google, and improvements to cross-device technologies.
Programmatic buying is on track to make up 59.0% of the total US digital display advertising pie this year, or $15.43 billion. That’s up over $5 billion from 2014, when it accounted for $10.32 billion.
With the aim of providing a richer toolset for planning and budgeting, eMarketer has expanded the scope of its time spent with media estimates. Previous estimates only went as far as the current year. In this new forecast package, estimates are extended two years, through 2017.
In Q3 2015, US digital video ad spending continued to grow, as did the amount of time spent on content, in particular via YouTube, Netflix and Amazon, as well as other ad-supported and subscription-based streaming platforms.
Paid media ad spending worldwide will rise 5.7% to reach $569.65 billion in 2015. Spending on digital formats—which include ad placements on desktop/laptop, mobile and other internet-connected devices—will make up nearly 30% of the total, with mobile ad expenditures accounting for over 42% of that figure.
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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