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%.

This report explores the latest developments in the social media landscape, including the Facebook ad boycott and new monetization opportunities from the platforms, as well as our latest forecast for social network ad revenues.

Retail social commerce sales in China will grow to $242.41 billion (RMB1.675 trillion) this year, accounting for 11.6% of total retail ecommerce sales in the country, according to our latest estimates.

Already No. 1 in ecommerce, China will overtake the US this year to become the world’s largest overall retail market for the first time.

The effects of the coronavirus pandemic are turbocharging digital transformation in China's retail sector—and the country is already leading the world in terms of retail ecommerce sales and penetration.

Weeks after China lifted its lockdown restrictions placed months ago to help stop the spread of the coronavirus, there’s a sliver of hope for the country’s retail sector.

The total number of social network users in China will grow 4.8% to 859.1 million in 2020, and by 2023, nearly all internet users (96.8%) will be social network users, according to our forecast. Though the growth rate of social network users in China is slowing, there will be at least 30 million more social network users added annually between 2020 and 2023.

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

eMarketer senior forecasting analyst Oscar Orozco breaks down our adoption estimates for Douyin, the Chinese version of TikTok, and reasons behind its popularity.

In 2019, 94.5% of internet users in China will be social network users. That amounts to just 59.0% of the country’s population. This report covers the trends shaping the market, as well as our first-ever user forecast for the popular short-video platform Douyin and updated estimates for WeChat and Sina Weibo.

In 2019, the number of social network users worldwide will grow by 5.9% and approach 3 billion. By 2023, almost 80% of the online population will visit social networks at least monthly.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

eMarketer global director of public relations Douglas Clark breaks down our usage figures for Facebook Messenger and WhatsApp worldwide.

eMarketer forecasting director Shelleen Shum explores our usage estimates for Tencent’s WeChat and what’s keeping the mobile messaging app on top.

It’s official: WhatsApp Status ads are coming, likely sometime in 2020. And though paid advertising is just one piece of the puzzle for companies looking to connect with customers on WhatsApp, it’s a major change for the chat app, which has so far remained ad-free.

Traditional text messages may (finally) be getting an overhaul. In June, Google announced that it will allow Android users in the UK and France to opt in to Rich Communication Services (RCS), the new texting standard intended to replace the current SMS protocol. That's a step forward for RCS, which has been off to a slow start, but it's not likely to mean much for consumers or marketers yet.

eMarketer junior forecasting analyst Nazmul Islam discusses our ad revenue numbers for Tencent and the growth of WeChat.

eMarketer vice president of forecasting Monica Peart breaks down our digital ad spending estimates in China and the influence of Baidu, Alibaba and Tencent.

This report covers key events in the global social media market, new data, trends and business activity in Q2 2019. It also includes our updated forecasts for social network users in Asia-Pacific, Europe, Latin America and worldwide.

How will advertising on Facebook evolve at a time when regulators are circling, advertisers are getting restless and consumer attitudes are sliding? This report, informed by extensive conversations with dozens of brand and agency executives, details our expectations over the next 24 months.