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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.
Current best practices in video advertising reflect the growing sophistication of data metrics and targeting capabilities, the proliferation of formats and platforms, and the threats of fraud and ad blocking.
Globally, nearly 2.15 billion people will view digital video in 2017. This represents nearly 1 billion more viewers than in 2012, and over half of them will be in Asia-Pacific.
Business-to-business (B2B) buyers are spending increasingly more time on their mobile devices for work, but a disconnect remains between buyers’ expectations for mobile experiences and what B2B marketers are delivering to their audience.
With the help of increasingly sophisticated digital technology, the healthcare industry is finally beginning to embrace “beyond-the-pill” services that add value to standard therapies. These solutions are showing more promise for transforming the US healthcare system.
eMarketer covers its latest forecasts for digital shoppers and buyers, ecommerce and mcommerce growth, and the foremost trends in these areas.
US telecom, computing products and consumer electronics advertisers will spend $13.37 billion on digital advertising in 2016, a 19.9% gain from 2015.
US healthcare and pharma advertisers will spend $2.02 billion on digital advertising in 2016, a 20.5% gain from 2015.
Digital ad spending by the US financial services industry is expected to reach $8.77 billion in 2016, up 19.5% from 2015, and will experience another double-digit rise to top $10 billion in 2017.
Digital ad spending by the CPG and consumer products sector is expected to reach $6.25 billion, up 23.3% from 2015. In 2017 it will rise to $7.26 billion.
US media and entertainment advertisers will spend $7.69 billion on digital advertising in 2016. eMarketer forecasts that spend will increase 14.8% in 2017 to $8.83 billion.
Digital ad spending by the automotive industry is expected to reach $9.13 billion in 2016, a 22.4% gain from 2015, and continue to rise by low double digits through 2020.
Digital ad spending by the US retail sector is expected to reach $15.81 billion in 2016, up 20.0% from 2015. By 2017 it will grow to $18.15 billion.
Digital ad spending by the US travel sector is expected to reach $5.96 billion in 2016, up 20.5% from 2015, and will rise to $6.77 billion in 2017.
US industries will collectively spend $72.09 billion on paid digital advertising in 2016, up from $59.82 billion in 2015.
Thanks to widespread smartphone use in the UK, mobile will be the focus of many 2017 trends, including greater use of voice assistants and surging mcommerce sales. Mobile will also be key to delivery of more tailored, context-relevant marketing messages.
An overview of car buying and advertising trends, including industry sales and transactions, ad spending, buyers and consumer behavior, including their attitudes toward new technology.
An overview eMarketer’s latest figures for consumer time spent with media and ad spending by media in Canada.
Social commerce has gone through many reinventions, yet it remains an experimental tactic for many retailers. It’s not that it doesn’t drive sales, but that its effect remains difficult to quantify.
China’s young adults are reshaping society and overturning assumptions about how media is consumed and how marketers interact with consumers.
An in-depth look at total media, digital and mobile ad spending figures for four key Latin American markets—Argentina, Brazil, Chile and Mexico.
As demand for cross-device targeting climbs, marketers are shifting focus beyond simply matching users to devices. What’s next? Building richer audience profiles that factor in TV and offline data in order to power ad creative and improve measurement.
TV ads are still sold along standard age and gender lines, despite more sophisticated secondary targeting options offered by TV networks. eMarketer canvassed industry experts to determine just how close secondary targets are to also becoming currency.
eMarketer predicts what’s in store for the rapidly changing, quickly growing area of social media marketing and advertising.
This StatPack provides a visual overview of eMarketer’s first estimate of the 10 fastest growing digital economies worldwide.
This StatPack provides a visual overview of eMarketer’s key worldwide projections for 2017 and our first estimate of the Top 10 digital economies worldwide.
These two StatPacks present eMarketer’s projections for the top 10 digital countries worldwide and the 10 fastest growing digital economies worldwide in 2017.
Smartphones and other mobile devices have changed the way adults in Asia-Pacific (and the world) consume media. TV still holds a dominant share of time spent in some countries, but digital is eating into traditional media’s time share across all markets.
Adults in France are spending more time per day consuming media than those in the UK and Germany. However, UK adults have been the quickest to take their media consumption habits onto digital platforms.
eMarketer unveils its annual predictions for the coming year: 10 things that will (or won’t) happen in 2017.
The US digital video industry continues to show robust health, as measured by connected TV, smart TV and over-the-top (OTT) video usage as well as data on monetization, audience engagement, and device and content platforms.
eMarketer discusses the biggest issues and opportunities for digital marketers in Canada at the cusp of 2017.
Globally, nearly 2.20 billion people will use a social network regularly in 2016. Of these social network users, approximately 80% will do so from a mobile phone.
Digital formats already account for over half of all media ad spending in the UK, and this proportion will continue to rise. But as investment has grown, digital advertising has come under the microscope, with negative headlines a staple of 2016.
Kids are indeed digital natives, but their digital activity—which often must proceed without benefit of a smartphone, and encounters parental pushback—is more constrained than that of their elders.
Western Europe’s digital advertising market will be worth $35.16 billion in 2016, eMarketer estimates. The UK will account for nearly 42% of that total; Germany will rank second and France third. In 2020, regional spending will approach $45 billion.
A look at some of the most crucial aspects of Vietnam’s digital usage and behavior, including internet penetration, smartphones and social networks, messaging apps, ecommerce and video.
While overall US retail ecommerce penetration is still in the single digits, many sectors have much higher rates.
Ecommerce penetration is fairly low for drugs and beauty products. Retailers in this sector are competitive, though, and are using digital to enhance the in-store shopping experience.
Performance marketing has expanded beyond its base in affiliate marketing to account for the majority of digital advertising spending in the US.
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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