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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.
By the end of 2016, nearly 64% of people in the US will own and use a smartphone. With adoption reaching critical mass, smartphones will continue to play an increasingly important role in many people’s daily lives.
The US digital video industry continues to show robust health as measured by such indicators as ad spending, subscription spending, viewership and adoption of emerging channels such as social video and live streaming.
By the end of 2016, more than 62% of the UK’s population will own and use a smartphone. With adoption reaching critical mass, smartphones will continue to play an increasingly important role in many people’s daily lives.
Competition in the app stores is at an all-time high and retention rates are at an all-time low. The continued rise in app downloads is being driven mostly by paid media. Social media, search and video ads served to mobile devices are most effective for acquiring quality users.
eMarketer’s latest UK programmatic ad spending forecast update paints a picture of a rapidly maturing market. This year, 70% of all UK digital display ad spend will flow through programmatic pipes, and that proportion will pass three-quarters next year.
This report presents eMarketer’s final forecast of 2016 holiday retail sales. We expect the overall retail climate to improve moderately, with 3.3% growth in total sales, but will pale next to a 17.2% increase in retail ecommerce sales.
eMarketer’s first-ever estimates of programmatic ad spending in Germany put outlays at €797.2 million ($884.5 million) in 2016—41.0% of total digital display spending. The initial focus on open, real-time auctions is currently shifting to other types of programmatic trading.
eMarketer’s first-ever estimates of programmatic ad spending in France put outlays in 2016 at €555.6 million ($616.4 million), or 64.0% of all spending on digital display ads. Within programmatic, investment is gradually moving away from open, real-time auctions to other types of transactions.
Haven’t had time to catch up on the major developments and trends in virtual reality (VR) and augmented reality (AR) over the past few months? Check out our in-depth analysis of the latest immersive tech news and research.
For most advertisers, search and social media are separate but highly compatible partners. But recent moves by Facebook and others mean marketers need to consider whether social might be as good as search for some ad objectives.
Email remains a standard channel for marketers, but increased mobile use by consumers and more frequent messaging by brands are causing deliverability concerns and decreased performance.
In key regions across the globe, digital ad spending’s share of total media ad expenditures continues to rise.
In the UK, different demographic groups use digital devices and platforms in various ways. These briefs examine such use across five broad demographics: children and teens, millennials, baby boomers and seniors, females and males.
This report provides an overview of retail and ecommerce trends in six markets in Southeast Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. It also includes barriers that are challenging further ecommerce growth in the region.
Ad fraud costs digital ad buyers and sellers in the US billions of dollars annually, in spite of improved detection practices. And now, more sophisticated fraud methods are causing problems for mobile apps, video ads and engagement metrics.
Advertising industry professionals discuss their views of video ad effectiveness on a range of digital and traditional platforms, including YouTube, Facebook, Snapchat, Instagram, subscription video-on-demand (SVOD), connected TV and linear TV.
As smartphone adoption climbs north of 75% of mobile phone users in Canada, brand marketers are improving their effectiveness through mobile-specific ad vehicles.
Data from around the world reveals many similarities, but also differences, in the digital behavior of millennials in different countries.
eMarketer expects many US advertisers to reallocate display and social ad budgets over the next two years to Snapchat. This report includes an overview of the company’s advertising business and new eMarketer forecasts for US Snapchat users and Snapchat net US mobile display ad revenues.
Online-to-offline (O2O) commerce is growing rapidly in China, and marketers looking to build their presence in the country cite O2O as a key technology—in fact, at least one survey finds that O2O is getting more attention from marketers than virtual reality or programmatic.
eMarketer estimates 1.62 billion people worldwide will make at least one purchase digitally in 2016. Retail ecommerce sales will total $1.915 trillion worldwide this year, making up 8.7% of global retail sales.
Smartphone uptake remains low in Peru, and marketers have largely avoided mobile advertising thus far. But with GDP growth outpacing all other major markets in the region, the number of smartphone users will continue to swell through 2020, giving advertisers more reason to boost mobile investment.
Ecommerce accounts for a small portion of total retail sales in India, but sharp growth is expected soon. Much of that will be driven by the continued adoption of smartphones and the rise of mcommerce in the country.
The facts and figures you need to know about social media usage in the UK, now and for the near future. Bookmark the StatPack page to keep these numbers and findings handy throughout the year.
WeChat is gaining attention outside of China’s borders, but many marketers view it as nothing more than an answer to WhatsApp or Facebook, and of use only to companies active in China. These are potentially costly misperceptions.
More business-to-business (B2B) buyers expect their work purchases to mirror their digital purchasing experiences as consumers. Companies are growing their B2B ecommerce options, creating seamless, self-service portals that complement existing sales channels.
This report takes a look at mobile and smartphone usage in Argentina, as well as mobile ad spending by format, device, channel and operating system.
This report provides an overview of the leading video platforms, the digital video audience and the usage of subscription video-on-demand (SVOD) platforms in 28 countries.
Marketers see the value in adopting cross-platform attribution, but its implementation is proving difficult, and today’s tools still fall short of companies’ expectations. But with select advancements on the horizon, a more holistic view is underway.
US native ad spending will grow at double-digit rates through the end of the decade, even as the format stirs up concerns about blurred lines between editorial and paid content, and skeptics raise doubts about its ability to fend off 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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