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    Publication Date: 3/28/2018
    Topics: TV Ad Spending
    Geographies: United States
    Context: TV ad spending will continue its decline this year, according to eMarketer’s latest US advertising forecast. With cord-cutting accelerating and over-the-top viewing on the rise, outlays on TV ads will slip 0.5% in 2018 to $69.87 billion.
    Publication Date: 3/8/2018
    Topics: Internet Users
    Geographies: United States
    Context: Nearly 45 million US internet users—or 16% of them—will go online exclusively via mobile devices in 2018. As internet users shift toward relying on mobile devices, the mobile-only audience will grow to 55.7 million by 2022.
    Publication Date: 2/13/2018
    Topics: Multichannel Marketing
    Geographies: United States
    Industries: Marketing Management Trends
    Context: Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it’s early days for those actively pursuing it.
    Publication Date: 2/2/2018
    Topics: Social Media Marketing; Digital Video
    Geographies: United States
    Context: New research shows that YouTube and Facebook are the go-to social platforms for consumers watching video content. And these viewers are most likely to engage with videos that demonstrate relevancy.
    Publication Date: 12/26/2017
    Topics: Digital Display Advertising; Digital Display Ad Spending
    Geographies: United States
    Context: As the new year begins, many of the effects felt in 2017 from concerns over ad quality and transparency will continue to shape buyer-seller relationships and the flow of dollars between the two.
    Publication Date: 12/18/2017
    Topics: Internet of Things (IoT)
    Geographies: United States
    Context: New data from Pew Research Center finds that 42% of US adult internet users who use virtual assistants do so through a smartphone, more than any other type of device.
    Publication Date: 11/6/2017
    Topics: Loyalty Programs
    Geographies: United States
    Industries: Travel
    Context: New research reinforces the strong grip loyalty programs have on business travelers. But travel trails other verticals in the overall popularity of such schemes.
    Publication Date: 11/1/2017
    Topics: Programmatic Ad Spending
    Geographies: United States
    Context: US programmatic digital display ad spending will reach $32.56 billion by year’s end, eMarketer projects. By 2019, more than four in five US digital display ad dollars, or $45.72 billion, will flow via automated means.
    Publication Date: 10/9/2017
    Topics: Time Spent with Media
    Geographies: United States
    Context: eMarketer estimates that US adults will spend an average of 12 hours, 1 minute per day using major media in 2017, an increase of 2 minutes over 2016. While growth in time spent is leveling off, traditional media continues to cede time to digital formats.
    Publication Date: 9/25/2017
    Topics: Mobile Advertising; Mobile Apps
    Geographies: China; United States
    Context: WeChat parent company Tencent has long derived most of its revenues from gaming. But as it looks to build out its advertising empire, it’s working to draw US marketers to the near-ubiquitous messaging platform.
    Publication Date: 9/21/2017
    Topics: Digital Ad Spending; Mobile Ad Spending
    Geographies: United States
    Context: It’s no longer news to say that Google and Facebook dominate the US digital ad market. But this year that supremacy is exceeding expectations, according to eMarketer’s latest digital ad spending forecast.
    Publication Date: 9/13/2017
    Topics: Digital Video; TV Ad Spending
    Geographies: United States
    Context: eMarketer has reduced its estimate for US TV ad spending due to faster-than-expected growth in cord-cutting. This year, TV ad spending will expand just 0.5% to $71.65 billion—down from the $72.72 billion predicted in our Q1 forecast for 2017.
    Publication Date: 9/12/2017
    Topics: Mobile Games
    Geographies: United States
    Context: In the US, female mobile gamers are playing more frequently than males, according to new research.
    Publication Date: 9/1/2017
    Topics: Mobile Payments
    Geographies: United States
    Context: eMarketer projects US proximity mobile payment transaction value will nearly quadruple between 2017 and 2021. Low- to medium-value, high-frequency transactions—such as buying a coffee or groceries—will be a key driver of future growth.
    Publication Date: 8/23/2017
    Topics: Social Media Users; Mobile Messaging
    Geographies: United Kingdom; United States
    Context: The shares of the US and UK populations using Instagram and Snapchat at least monthly will rise by double digits in 2017, according to eMarketer’s latest forecasts of social network usage in those countries. But social network leader Facebook’s monthly average user growth will swell by less than 3% as declining usage by teens and young adults puts a drag on its overall expansion.
    Publication Date: 8/15/2017
    Topics: Mobile Apps
    Geographies: Europe; United States
    Context: US smartphone users are less likely than their counterparts in Europe to use communication apps. WhatsApp may provide an example of why that’s the case.
    Publication Date: 8/11/2017
    Topics: TV
    Geographies: United States
    Context: Data from ThinkNow Research finds that live TV remains the most popular method of watching TV programming overall in the US. However, new media channels are catching up with—and in one case surpassing—the traditional way of watching TV shows among certain ethnic groups.
    Publication Date: 7/26/2017
    Topics: Connected TVs
    Geographies: United States
    Context: The use of connected TV devices continues on a sharp upward path, with another year of double-digit growth in the US. In total, 168.1 million people in the US will watch connected TV this year, up 10.1% from last year.
    Publication Date: 7/13/2017
    Topics: Internet of Things (IoT)
    Geographies: United States
    Context: A recent survey found most internet users were familiar with smart homes, but also had little to no understanding of how the technology might make their lives easier.
    Publication Date: 5/18/2017
    Topics: Social Media Usage
    Geographies: United States
    Demographics: Mothers
    Context: The majority of mothers in the US use some type of social networking service. And Facebook has the highest penetration rate among the demographic group.
    Publication Date: 5/10/2017
    Geographies: China; United States
    Industries: Travel
    Context: China-based payment services like Alipay and WeChat Pay have been forging partnerships with foreign payments processors to cater to the needs of the country’s growing ranks of overseas tourists.
    Publication Date: 5/3/2017
    Topics: Big Data
    Geographies: United Kingdom; United States
    Context: Marketers in the US and the UK are both embracing data-driven marketing, but adoption of specific data use cases varies between the two countries.
    Publication Date: 5/1/2017
    Topics: Time Spent with Media
    Geographies: United States
    Context: Thanks to the magic (or curse) of media multitasking, US adults will fit 12 hours 7 minutes of media usage into an average day this year, eMarketer estimates. That’s 3 minutes higher than last year’s figure.
    Publication Date: 4/17/2017
    Topics: Cross-Border Ecommerce
    Geographies: China; United States
    Context: About three-fourths of cross-border digital buyers in China and in the US say they prefer to buy from global stores.
    Publication Date: 2/22/2017
    Topics: Marketing Technology
    Geographies: United States
    Context: About 40% of marketing executives use between six and 10 marketing tech solutions.
    Publication Date: 2/21/2017
    Topics: Loyalty Programs
    Geographies: United States
    Context: Consumers are loyal to brands that respect their privacy, and that demonstrate their trustworthiness by safeguarding customers’ personal information.
    Publication Date: 2/20/2017
    Topics: Internet Users; Mobile Users
    Geographies: United States
    Context: Roughly 84% of the US population is expected to go online regularly this year. Mobile will continue to be the primary device used for internet access.
    Publication Date: 2/15/2017
    Topics: Ad Blocking
    Geographies: United States
    Context: Ad blocking growth has eased, although it is still in the double digits. More than a quarter of internet users block ads.
    Publication Date: 2/10/2017
    Topics: Digital Video Advertising; Influencer Marketing
    Geographies: China; United States
    Context: Grant Gulovsen founded US-based talent agency Antipodal Talent in 2015. The firm focuses on connecting US brands with Chinese marketing influencers active on live streaming platforms popular in China. eMarketer’s David Green spoke with Gulovsen about the challenges of drawing US marketers to China’s fast-changing live streaming ecosystem.
    Publication Date: 2/6/2017
    Topics: Holiday & Seasonal Shopping
    Geographies: United States
    Context: Consumer spending on Valentine’s Day in the US is expected to drop for the first time in three years.
    Publication Date: 2/3/2017
    Topics: Marketing Spending; Social Media Marketing
    Geographies: United States
    Industries: Small Business (SMB)
    Context: Small- and medium-sized businesses plan on increasing their digital marketing budgets in 2017, according to new research. And social media will see the highest spending increases.
    Publication Date: 2/2/2017
    Topics: Digital Privacy & Security
    Geographies: United States
    Context: Most US adult internet users are concerned about their digital privacy and security, but they will exchange personal data for rewards.
    Publication Date: 1/31/2017
    Topics: Mcommerce; Mobile Internet; Mobile Apps
    Geographies: United States
    Context: Half of US consumers polled in a recent survey said they purchase online via their smartphones more often than on computers or tablets. But when asked whether they make most purchases through mobile apps or mobile websites, their preferences were almost equally divided.
    Publication Date: 1/30/2017
    Topics: Payment Methods
    Geographies: China
    Context: For Ant, the operator of China's dominant digital payment service, Alipay, the deal opens a path to reproduce Alipay's success in the US and beyond.
    Publication Date: 1/18/2017
    Topics: Social Media Usage
    Geographies: United States
    Demographics: Teens
    Context: Roughly two-thirds of teens say they used the platform daily last year, an even higher percentage than in 2014.
    Publication Date: 12/23/2016
    Topics: Retail Ecommerce Sales
    Geographies: China
    Context: A US government trade agency put Alibaba’s marketplace Taobao on a watchlist of markets that sell counterfeit goods. The listing doesn’t carry any official penalty, but could damage Alibaba’s efforts to shake its reputation as a haven for peddling fake goods.
    Publication Date: 12/14/2016
    Geographies: United States
    Industries: Digital Banking; Mobile Banking
    Context: In 2017, nearly 60% of the US population will be digital banking users, according to eMarketer’s new forecast.
    Publication Date: 12/14/2016
    Geographies: United States
    Industries: Personal Care & Beauty
    Demographics: Millennials
    Context: Millennials are dominating the US beauty market, fueled by a constant stream of trends on social media, a vast network of digital influencers and a number of millennial-friendly brands that have recently entered the market.
    Publication Date: 11/28/2016
    Topics: Digital Shoppers & Buyers
    Geographies: United States
    Context: Nearly 100% of respondents said they had bought from Amazon in the past year, much higher than any other retail site or service from which they said they made purchases.
    Publication Date: 11/18/2016
    Geographies: United States
    Industries: Restaurants & Dining
    Context: Most US internet users order food via a smartphone or tablet and pick it up on-the-go, according to an August 2016 survey from restaurant management software company Toast. Among those who do, it’s typically a monthly occurrence.
    Publication Date: 11/18/2016
    Topics: Social Media Marketing; Consumer Attitudes on Marketing; Influencer Marketing
    Geographies: United States
    Demographics: Languages; Hispanics
    Context: Social media plays a major role in how US Hispanics engage online with friends and family, powered by their heavy smartphone usage. Silvana Massolo, director of digital and social media at Inspire Agency, a full-service advertising and communications agency focused on multicultural consumers, spoke with eMarketer about how US Hispanics use social media, what types of content—and which language—resonates with them and how they respond to advertising.
    Publication Date: 11/17/2016
    Topics: Digital Video; Connected TVs
    Geographies: United States
    Context: Connected TV and over-the-top (OTT) video viewing are growing on the strength of streaming technologies and premium content aimed at living room screens. The advertising market will follow as connected TV amasses more scale.
    Publication Date: 11/11/2016
    Topics: Holiday & Seasonal Shopping
    Geographies: United States
    Context: Holiday season shopping is already well under way—or is it? According to some polls, most internet users have already started shopping by October, but others find gift-givers waiting longer to begin. And they may be waiting longer.
    Publication Date: 11/10/2016
    Topics: Big Data
    Geographies: United States
    Demographics: C-Level Executives
    Context: Fortunately for marketers, more and more CFOs have bought in to the importance of investing in analytics. But what areas do they sense are most crucial to back? According to August research, more than half of CFOs in the US plan to devote dollars in the next few years to data analysis of customer- or finance-related affairs.
    Publication Date: 11/9/2016
    Topics: TV; Social Media Users
    Geographies: United States
    Context: A majority of US social media users who comment, post, share or vote in response to content they view on TV do so on Facebook, August 2016 research revealed. It was more than three times as common as posting about TV viewing on Twitter.
    Publication Date: 11/8/2016
    Topics: Digital Shoppers & Buyers
    Geographies: United States
    Demographics: Millennials; Mothers
    Context: Most US millennial mothers prefer to research products digitally, whether they end up purchasing the product online or in-store, September 2016 research reveals.
    Publication Date: 11/7/2016
    Topics: Mobile Payments
    Geographies: United States
    Context: Despite double-digit growth this year and next, Americans’ use of mobile wallets like Apple Pay, Android Pay and Samsung Pay, as well as branded apps that include mobile wallets like the Starbucks app, Walmart Pay and CVS Pay, will not reach mass adoption in the foreseeable future.
    Publication Date: 11/3/2016
    Topics: Holiday & Seasonal Shopping
    Geographies: United States
    Demographics: Millennials
    Context: US internet users are enthusiastic about holiday shopping, and that includes Thanksgiving Day, Black Friday and Cyber Monday. Over two-thirds of US internet users plan to shop on Black Friday this year, and nearly as many plan to take part on Cyber Monday.
    Publication Date: 10/28/2016
    Geographies: United States
    Industries: Media & Entertainment
    Demographics: Millennials; Mothers
    Context: Jeff Wellington, vice president and group publisher at Meredith Parents Network, spoke to eMarketer about what the media company is doing to connect with millennial mothers, and what makes this group of mothers unique.
    Publication Date: 10/28/2016
    Topics: Mobile Advertising; Digital Privacy & Security
    Geographies: United States
    Context: Advertisers are keen on collecting audience insight wherever possible, but as technology evolves, options exist for consumers to take them off their trail and ensure privacy. According to October research, 20% of iOS devices in the US have been opted-in to the OS’s limit ad tracking feature.