US retail mcommerce sales grew 41.4% during the pandemic year of 2020 and are set to double from this elevated base by 2025. This report looks at what’s driving this growth and how sellers should respond.

Subscription-based mobile games are leveling up

The pandemic accelerated the increase in time spent with mobile activities in the US. Most of these gains will stick as people return to a more normal life in 2021.

App subscriptions overtake one-time purchases

Should free apps cost users their privacy?

Many mobile app categories saw a boost last year as more consumers spent time with their devices during quarantines. According to our estimates for smartphone app user growth, grocery apps, food delivery apps, and health/fitness apps were the three fastest-growing categories in 2020.

In our first forecast for TikTok usage in India—the short-form video app's largest overseas market—we estimate that its monthly user base grew 328.8% year over year to 79.0 million in 2019. We expect that figure to reach 124.9 million this year, up 58.1%.

The coronavirus pandemic is changing how people interact, and mobile devices have served as a social and entertainment lifeline as Americans stay at home and practice social distancing measures. This report looks at how US adults are using those devices.

More shoppers are utilizing omnichannel offerings to simplify their shopping experiences. For brands and retailers, offering consumers an obvious in-app value exchange can lead to downloads and encourage loyalty.

Advertising is the core of Facebook’s business, so it was only a matter of time before the company found a place to show ads on WhatsApp. That place will be in Status, WhatsApp’s version of Stories on Facebook, Instagram and Messenger.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

In 2018, total worldwide app revenues grew 63% year over year, according to app commerce company Poq. Additionally, time spent in shopping apps grew 45% from two years prior, per data from App Annie.

Social video ad spending in the US will reach $14.89 billion in 2021, growing 44% from 2019, according to our latest forecast. It will then account for 30.4% of total video ad spending.

Arielle Vogelstein, growth principal at Via, talks about Snapchat's advertising potential.

Jed Schneiderman, co-founder and president of Tapped Mobile, talks about the big issues marketers need to focus on today, and the trends that might not be worth their time.

After years of rapid growth, the average US adult will spend more time on mobile devices in 2019 than on TV. This report looks beneath this broad trend to identify what’s actually happening—and to explain why the era of rapid growth may be ending.

eMarketer digs into the latest data on usage and advertising, three months after the Cambridge Analytica revelations.