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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.
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.
Along with search, email marketing remains one of the most tried-and-true tactics for retailers. Growing mobile usage among consumers, as well as the ability to better segment or personalize messages, are creating new possibilities for gradually improving its effectiveness.
Ecommerce continues to extend its reach in China despite the country’s recent financial instability. Continued expansion of internet access into rural areas, primarily via smartphones, and greater mobile commerce are expected to fuel further ecommerce expansion over the next several years.
US paid media ad spending will reach $183.64 billion in 2015. Digital will continue to be the fastest-growing ad format, propelled by mobile. Mobile ad investments will total $30.45 billion by the end of 2015, overtaking desktop spending by $2.78 billion and print media spending by $1.42 billion.
As ever, the media habits of consumers around the world—and advertisers’ efforts to reach them—are evolving in the context of larger social, economic and political trends. This landscape is challenging and perplexing, but also full of opportunity.
Many parts of the Middle East and Africa (MEA) suffered setbacks in the past year, as civil unrest, escalating violence, political instability and medical crises afflicted the region.
It’s no secret that when North America sneezes, economically speaking, the rest of the world is pretty certain to catch a cold. In April 2015, the “World Economic Outlook” issued by the International Monetary Fund (IMF) described North America’s economic growth as “solid,” but updated forecasts in July noted that regional performance was disappointing in Q1 2015, leading to lower global growth as well.
Asia-Pacific will retain its title as the fastest-growing economic region in the world over the next few years, according to the International Monetary Fund (IMF), aided by strong consumption and the declining price of oil. However, the economies in the region face potential perils, including the collapse of the eurozone and a strong dollar, both of which would depress demand for exports. Still, in its “Regional Economic Outlook” report published in April 2015, the IMF predicted that economic growth in Asia-Pacific would remain steady, at 5.6% in 2015 and 5.5% in 2016.
Last year, many eyes were on Central and Eastern Europe, and specifically Ukraine, where long and bitter protests forced the ouster of pro-Russian President Viktor Yanukovych and revived simmering East-West conflicts. A shotgun referendum in the province of Crimea—which belonged to Russia for many years—gave Russia’s president Vladimir Putin an excuse to annex the area, in defiance of international law. In response, the US and the EU imposed asset freezes and travel bans on more than 100 individuals in Russia and Ukraine and initiated wide-ranging economic sanctions on Russia itself; these provisions were extended in June 2015.
In early 2015, most of Western Europe finally seemed to be emerging from the painful economic downturn that began in 2008, but that recovery was “fragile,” according to the International Monetary Fund (IMF). The IMF perceived signs of “a pickup and some positive momentum in the euro area, reflecting lower
oil prices and supportive financial conditions, but risks of prolonged low growth and low inflation remain.”
In 2014, GDP growth in Latin America and the Caribbean fell back for the fourth consecutive year to just 1.3%, according to the International Monetary Fund (IMF), and a further decline is expected for 2015. Numerous factors have contributed to the slowdown, especially in South America (Central America has proved more resilient, helped partly by its proximity to the US). Several nations in the region depend heavily on processing and export of raw materials such as oil, copper, gold and other minerals to bring in revenues, and demand for these has fallen, especially in China.
Although smaller than the millennial and baby boomer cohorts, Generation X is big in absolute terms. Despite tough finances, Gen X has the highest average spending per US household—which gives marketers good reason to get up to speed on this generation’s shopping behavior.
Mobile marketing and media are making significant contributions toward business goals, sometimes more so than traditional channels. Read how marketers are overcoming common attribution hurdles to quantify mobile’s value as part of the total marketing mix.
Programmatic trading will account for over half of all digital display ad spending in the UK in 2015. Programmatic direct deals have played a bigger role in the UK market than open exchanges to date, but private marketplaces represent growing middle ground.
The 2015 holiday season is expected to be a good one, both for ecommerce and for US retail sales overall. This report looks at eMarketer’s retail sales forecast for the holiday season and identifies specific trends that will influence ecommerce this year and in the near future.
US millennials are enthusiastic digital video viewers, but their unique habits and shifting screen choices often make it difficult for advertisers to understand them. What do marketers need to know to reach this demographic effectively?
Search has long led digital advertising investments in Canada when it comes to desktop. Now it’s mobile search’s turn, especially for local marketers, who can use targeted tools to reach highly goal-oriented consumers more easily than ever before.
Despite an increasingly crowded field of competitors, YouTube hasn’t stopped delivering strong financial results and robust numbers of engaged users. Looking forward, the platform is unlikely to lose its spot as an essential element of branded content and advertising campaigns.
The worldwide social network audience will surpass the 2 billion mark in 2015. More than 28% of people worldwide will use a social network regularly this year, with nearly 82% of this group utilizing a mobile phone to access these platforms.
In 2015, 43.0% of the worldwide population will use the internet regularly, with 32.2% going online via mobile phone. The growing mobile internet user base will drive overall internet adoption, especially in emerging markets.
While the impact on publishers to date has been mixed, consumer use of ad blockers is growing. If a significant portion of the digital audience ends up using them, a major disruption to the existing publishing model is possible. The ultimate result of this trend is in the hands of digital heavyweights like Google, which must balance the risk of losing ad revenue to blockers against the danger of angering users.
Email continues to prove a strong method for messaging customers, yet performance metrics such as clickthrough rate and open rate may be on the decline. To stay relevant and effective, email efforts need to be integrated into a more mobile-friendly cross-channel strategy.
Despite little large-scale success with beacons so far, retail marketers continue to show interest in them for their geotargeting capabilities, and new developments may hold promise for the most hopeful among them. Consumers, however, have yet to show any real enthusiasm for the technology.
Looking beyond the “mass affluents,” who constitute over one-fifth of the US population, this report examines attitudes and behavior of the narrower population of consumers with more substantial income and/or wealth.
Mobile wallets are intended to make commerce more convenient, whether in a store or through an app. As consumer adoption grows, marketers have an opportunity to use mobile wallet platforms to deliver more compelling and effective commerce experiences.
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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