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    Publication Date: 1/18/2018
    Topics: Internet of Things (IoT); Digital Shoppers & Buyers
    Geographies: Western Europe
    Context: Anyone involved with digital marketing faces big challenges in 2018, as several major developments loom. New EU rules will restrict data gathering and handling, while ecommerce harmonization will impose new standards for retail and delivery across the region.
    Publication Date: 9/1/2017
    Topics: Radio
    Geographies: Western Europe
    Context: UK-based Radioplayer recently announced that it will soon put smart radios in Audi automobiles, while Radio France has plans to let its listeners curate their own mix of the public service broadcaster’s content.
    Publication Date: 8/2/2017
    Topics: Digital Travel Sales
    Geographies: Western Europe
    Industries: Digital Travel
    Context: Digital travel sales’ rise in Western Europe will decelerate to a relatively slow 5.7% in 2017, according to eMarketer’s latest look at the region’s travel-related ecommerce activity. But there will be a few standout markets.
    Publication Date: 6/26/2017
    Topics: Time Spent with Media
    Geographies: Western Europe
    Context: eMarketer expects that digital will draw the largest share of adults’ time spent with media in France and Germany for the first time in 2017. And in the UK, digital will come close to attracting a majority share of total media time.
    Publication Date: 3/28/2017
    Topics: Retail Sales
    Geographies: Western Europe
    Industries: Consumer Products (CPG)
    Context: The market for FMCG products across nine major countries in Western Europe was valued at €499 billion in 2016.
    Publication Date: 3/17/2017
    Topics: Computers; Tablets
    Geographies: Western Europe
    Context: More than 23 million slate tablets were shipped in Western Europe last year, but that number will decline each succeeding year, while shipments of ultraslim notebooks and detachable tablets will rise.
    Publication Date: 3/13/2017
    Topics: Virtual & Augmented Reality
    Geographies: Western Europe
    Context: Spending on augmented reality and virtual reality in Western Europe will reach $2.5 billion in 2017, a 131% increase over 2016.
    Publication Date: 2/22/2017
    Topics: Digital Privacy & Security; Promotions
    Geographies: Western Europe
    Context: In privacy-alert Western Europe, a surprising finding: Some 82% of internet users surveyed by Retail Week and Osborne Clarke said they are comfortable receiving personalized offers and pricing based on their online search and purchase history.
    Publication Date: 1/16/2017
    Topics: Digital Video
    Geographies: Western Europe
    Context: eMarketer forecasts that the number of digital video viewers in Western Europe will reach 219.0 million in 2017, representing over half the total population.
    Publication Date: 12/13/2016
    Topics: Digital Video
    Geographies: Western Europe
    Context: France and Germany lag much of the region, where roughly two-thirds of internet users watch digital video.
    Publication Date: 11/29/2016
    Topics: Mobile Messaging
    Geographies: Western Europe
    Context: Mobile phone messaging apps will be used by more than 149 million consumers in Western Europe in 2016, according to eMarketer’s worldwide mobile phone messaging app forecast.
    Publication Date: 7/11/2016
    Topics: Native Advertising
    Geographies: Western Europe
    Context: Most internet users in Western Europe dislike traditional digital ad formats like banners, and many are installing ad blocking software on their devices. In response, marketers increasingly aim to engage audiences with native advertising, a more contextually relevant, content-based experience.
    Publication Date: 5/19/2016
    Topics: Internet Users
    Geographies: Western Europe
    Demographics: Millennials
    Context: An April 2016 survey found that 67% of young adults in Western Europe switch devices in the course of viewing video content, compared to 46% of total adults.
    Publication Date: 4/29/2016
    Geographies: Western Europe
    Demographics: Affluent
    Context: Millions of consumers in Western Europe have significant disposable income, and most are attracted to some extent by upmarket goods and services. Yet many high-end brands are just starting to appeal successfully to affluent consumers on digital platforms.
    Publication Date: 4/19/2016
    Topics: Pay TV
    Geographies: Western Europe
    Context: An April 2016 report found that there were 97.4 million pay TV subscriptions in 2015, a figure set to rise to 104.3 million in 2021. Household penetration is also going up.
    Publication Date: 4/5/2016
    Topics: Tablet Users
    Geographies: United Kingdom
    Context: The once fast-growing tablet market in Western Europe will tail off as Europeans increasingly choose large-screen smartphones as their primary mobile device, eMarketer predicts.
    Publication Date: 8/17/2017
    Topics: Tablets
    Geographies: Western Europe
    Context: Tablet shipments continued to rebound in Western Europe in Q2 2017, with Apple’s new iPad models and business interest in detachable models driving growth.
    Publication Date: 6/7/2017
    Topics: Ad Blocking
    Geographies: Western Europe
    Context: According to eMarketer’s latest forecast for ad blocking activity in France, Germany and the UK, use of ad blocking software is still growing, but growth is slowing down.
    Publication Date: 4/10/2017
    Topics: Mobile Payments
    Geographies: Western Europe
    Context: Many consumers in Western Europe still hesitate to use mobile payment technology. But that behavior is changing, according to a recent forecast.
    Publication Date: 3/23/2017
    Topics: Video Games
    Geographies: Western Europe
    Industries: Sports
    Context: The esports market is growing rapidly, and some of Europe’s biggest sporting brands have taken note.
    Publication Date: 3/15/2017
    Topics: Cross-Border Ecommerce
    Geographies: Western Europe
    Context: Almost every country in Europe—whether in the EU or not—has different opportunities and challenges associated with cross-border ecommerce.
    Publication Date: 1/4/2017
    Topics: B2B Sales; Big Data
    Geographies: United States; Western Europe
    Context: B2B marketers in Western Europe and the US expect big data to have a big impact, but they don't necessarily see their companies as being able to harness it.
    Publication Date: 11/30/2016
    Topics: Marketing Measurement Surveys
    Geographies: Western Europe
    Industries: Apparel & Accessories
    Context: Most retailers in the fashion sector say innovation is very important to them. But new features may come at the expense of customer experience.
    Publication Date: 10/26/2016
    Topics: Performance Benchmarks; Big Data; Marketing Technology
    Geographies: North America; Western Europe
    Context: Digital marketers in North America and Western Europe are using different tactics to augment their data-driven marketing efforts. According to research, most use customer relationship management (CRM) data to help them better understand a customer’s profile.
    Publication Date: 10/19/2016
    Topics: Artificial Intelligence (AI)
    Geographies: United States; Western Europe
    Context: Much of today’s hype around artificial intelligence (AI) is concentrated in a few areas: enabling futuristic applications like self-driving cars, helping conversational interfaces like chatbots come to life, and making business more efficient and predictable. But in this episode of “Behind The Numbers,” we focus on how AI is being used to spur creativity in areas like art, music and storytelling.
    Publication Date: 10/5/2016
    Topics: Video-on-Demand (VOD)
    Geographies: Western Europe
    Context: In several countries in Western Europe, spending on VOD subscriptions is already high—and in Italy and Spain, for example, spending has more than doubled since last year. According to one estimate, nearly half of all home video spending will go toward SVOD by 2018.
    Publication Date: 10/5/2016
    Topics: Customer Experience
    Geographies: North America; Western Europe
    Demographics: C-Level Executives
    Context: Digital strategists and execs report a host of challenges in becoming more digital, from trouble understanding their customers to issues with legal compliance. But those same challenges are also driving digital transformation, and represent significant opportunities.
    Publication Date: 8/10/2016
    Topics: Content Marketing; Marketing Technology
    Geographies: United States; Western Europe
    Context: One of the expected benefits of automating content creation is maintaining and updating content more easily, according to more than three-quarters of senior marketers in the US and Western Europe. With big demands to scale content across marketing channels, more than two in five marketers have already begun the automation process.
    Publication Date: 8/10/2016
    Topics: Content Marketing; Big Data; Personalization
    Geographies: Western Europe
    Context: By now, most marketers agree that content marketing makes up an important piece of their advertising strategy, but creating engaging content is not as easy it looks. Many point to the fact that content creation must be personalized and contextually relevant in order to truly succeed with consumers.
    Publication Date: 7/27/2016
    Topics: Marketing Technology
    Geographies: United States; Western Europe
    Context: More than three-quarters of US senior marketers feel that understanding marketing technology has become increasingly important to their success, May 2016 research revealed. Nearly two-thirds of senior marketers in Western Europe feel the same way.
    Publication Date: 7/20/2016
    Topics: Pay TV
    Geographies: Western Europe
    Context: Cord-cutting does not appear to be putting a dent in the Western European market for TV subscriptions, with digital options including digital cable and pay IPTV continuing to add subscribers.
    Publication Date: 6/9/2016
    Topics: Social Media Users
    Geographies: Western Europe
    Context: More than half the population of Western Europe will be using social networks by 2019, but adoption rates across the region are surprisingly diverse, and growth rate are also slowing according to eMarketer’s latest forecast.
    Publication Date: 5/10/2016
    Topics: Marketing Technology
    Geographies: North America; Western Europe
    Context: More ad tech buyers in North America and Western Europe manage their data management platform (DMP), as well as their demand-side platforms and ad exchanges, internally, as opposed to externally, a January 2016 survey found.
    Publication Date: 3/23/2016
    Topics: B2B Marketing
    Geographies: Western Europe
    Context: While building market share continued to be one of the biggest challenges of 2015 for B2B marketers in the US and Western Europe, other business obstacles have become increasingly tricky compared to the year prior. Customer retention and increasing brand awareness are other hurdles they faced.
    Publication Date: 2/23/2016
    Topics: Virtual & Augmented Reality
    Geographies: United States; Western Europe
    Context: Virtual reality may be in its early stages, but internet users are already interested in experiencing it, according to October 2015 research.
    Publication Date: 4/26/2018
    Topics: Digital Ad Spending
    Geographies: Switzerland
    Context: Switzerland is one of the most advanced markets for internet and mobile usage in Western Europe, according to eMarketer’s latest forecast. In 2018, 86% of the population in Switzerland will use the internet, and nearly 75% will use a smartphone at least once per month.
    Publication Date: 7/6/2017
    Topics: Time Spent with Media
    Geographies: France; Germany; United Kingdom
    Context: eMarketer forecasting analysts Oscar Orozco and Christopher Bendtsen discuss media consumption patterns in the biggest markets in Western Europe. The conversation highlights TV watching habits, mobile usage and more.
    Publication Date: 6/20/2017
    Topics: Total Media Ad Spending
    Geographies: United Kingdom
    Context: Brexit-related effects on the UK’s economy have spurred research firm Zenith to revise its forecast of UK ad spending growth to less than 1% for the year. As Europe’s advertising leader, pared UK spending is expected to drive down Western Europe’s overall ad spending expansion.
    Publication Date: 2/3/2017
    Topics: Mobile Messaging; Social Media Marketing
    Geographies: Europe; France; United Kingdom
    Context: Messaging apps are popular in Western Europe, and Facebook dominates the space in leading countries like the UK and France with its Messenger and WhatsApp services. But user privacy concerns have caught the attention of EU regulators, and upcoming changes to the European Commission’s ePrivacy Directive are set to rein in those platforms’ data-gathering—and possibly their monetization efforts.
    Publication Date: 1/9/2017
    Topics: Digital Video; TV
    Geographies: United Kingdom
    Context: Use of catch-up TV services is growing throughout Western Europe, but adult UK internet users remain the most likely to watch TV in a nonlinear manner.
    Publication Date: 12/19/2016
    Geographies: China
    Demographics: Millennials
    Context: China’s millennials are already the most digitally active and aware group of consumers on the planet. At more than 400 million strong, they account for almost a third of China’s population and amount to more than the working population of the US and Western Europe combined.
    Publication Date: 9/27/2016
    Topics: Mobile Ad Spending; Programmatic Ad Spending
    Geographies: Germany
    Context: Mobile advertising and programmatic trading are advancing hand in hand across Western Europe’s main markets. This trend is especially clear in Germany, where programmatic outlays will make up 50% of all mobile display ad spending in 2016.
    Publication Date: 8/31/2016
    Topics: Mcommerce; Retail Ecommerce Sales
    Geographies: Germany
    Context: The UK still has the largest retail ecommerce market in Western Europe, but Germany is No. 2 and will remain in second position throughout eMarketer’s latest forecast for retail spending around the world. Retail mcommerce growth is a major contributor to the ongoing success of digital shopping in the market.
    Publication Date: 7/21/2016
    Topics: Digital Shoppers & Buyers
    Geographies: Germany
    Context: Many digital buyers across Western Europe expect to be informed of the availability of products when visiting brand and retail sites, but those in Germany are the most likely to say this feature is necessary when shopping online. There were other differences in expectations of ecommerce experiences from country to country.
    Publication Date: 6/7/2016
    Topics: Internet Users
    Geographies: Worldwide
    Context: By the end of 2016, more than 3.4 billion individuals worldwide will use the internet regularly, and over 72% will do so from a mobile device. Additionally, eMarketer estimates that one in every three people worldwide—nearly 2.5 billion—will be a mobile phone internet user this year.
    Publication Date: 2/8/2016
    Topics: Social Media Usage
    Geographies: Germany
    Context: Thanks to its robust infrastructure, high levels of education and investment, and an enviable history of technical expertise, Germany was always likely to be a leading digital power in Western Europe. Adoption of digital technology is still somewhat uneven, though.
    Publication Date: 1/21/2016
    Topics: Social Media Users
    Geographies: Italy
    Demographics: Teens; Females; Adults
    Context: Italy is home to Western Europe’s No. 4 social network market, eMarketer estimates. And according to 2015 research, young people are significantly more likely to be users.
    Publication Date: 5/10/2018
    Topics: Digital Ad Spending
    Geographies: Austria
    Context: Digital, mobile and social media usage in Austria is widespread, but consumers place higher trust in traditional media, according to eMarketer’s latest forecast.
    Publication Date: 5/9/2018
    Topics: Digital Privacy & Security
    Geographies: United States
    Context: A new survey finds that many consumers worry about how much personal information they've shared online, particularly sensitive information like their credit card details.
    Publication Date: 1/16/2018
    Topics: Social Media Users
    Geographies: Worldwide
    Context: One in three people—2.48 billion—worldwide used a social network in 2017, eMarketer estimates.