Financial Services


An increasingly important part of companies’ messaging efforts is content marketing, which they rely on to build brand awareness and engagement, provide thought leadership, and tap into cultural conversations around particular trends and topics.

Consumers are becoming more cognizant of their spending, some even considering financing high-ticket purchases in an effort to not spend all their money in one transaction.

While the UK and other EU countries are in the throes of preparing for Brexit, Germany may be benefiting most from changes in the UK’s commercial landscape.

We expect a shift in US digital ad spending next year, as economic factors weigh on certain industries. In 2020, financial services will displace the auto sector, while travel will surpass consumer packaged goods (CPG).

Retailers count on customers to spend money they don’t really have, with credit cards enabling this financial sleight of hand. Millennials fully participate in the practice, even as they start earning serious money. And they carry lots of credit card debt but are wary of carrying even more.

This year, we forecast that 55.4 million millennials ages 23 to 38 will use digital banking. But, they’re not all fans of digital-only banking.

This year, there will be 82.5 million mobile phone P2P payment users in the US, according to eMarketer estimates.

Sarah Zhang, co-founder of Points (PTS), offers her take on China's social credit system.

Amazon has expanded into categories that previously seemed off-limits to an online retailer: groceries, streaming content and more recently, healthcare. Financial services could be a new focus. Will consumers go along?

UK consumers tend to be digital leaders. Not so when it comes to digital banking and payments, though, with steady if unspectacular uptake positioning the UK as a middling market for such habits. Trust and security concerns are the main inhibitors.

The US has been relatively late in introducing contactless cards, which are credit or debit cards that include a near field communication (NFC) chip that can complete a transaction simply by tapping on a reader. But those cards are starting to arrive in the US now that most point-of-sale (POS) systems have the NFC capabilities to accept them.

Gains in education and homeownership have Hispanics poised for improvement in income and net wealth. For now, though, they still have difficulty accessing credit and getting financial services tailored to their needs. For our recent report on US Hispanics, we spoke with demographics experts about what financial services companies need to keep in mind as they market to this community.

eMarketer analysts discuss our digital ad spend by industry forecasts, exploring verticals such as automotive, CPG, financial services, healthcare and pharmaceutical, travel and retail.

The "forgotten" Generation X makes and spends more than other generations, but they're also financially stressed. So, it's important for marketers to understand how Gen Xers are prioritizing their money and why.

In today’s episode, we spotlight mobile banking in Asia. How are young entrepreneurs in China using their smartphones to disrupt the financial services industry? What is South Korea doing to make banking fun? What new apps are teaching children how to manage their money? And what do bankers need to know about the mobile generation?

This year, 115.6 million mobile phone users in the US will bank on mobile at least once per month, according to eMarketer estimates.

Hossein Rahnama, founder and CEO of fintech AI firm Flybits, explains the benefits and challenges of virtual assistants for brands in Canada.

Though many digital banking users in the US still prefer to talk to a human for their financial needs, a recent study from Humley found that a good number are also turning to chatbots.

Much of the growth in UK ad spend in digital channels through 2019 is expected to come from mobile.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Bill Fisher digs into digital finance in the UK. How do UK consumers mix digital into payments, spending and saving? And how do those habits compare with other markets?