Mobile


This year, 23.8 million US millennials will have used a wearable device at least once per month. That's roughly a third of the millennial population, according to our estimates.

Adoption of wearables among teens is low. Just one in 10 internet users ages 12 to 17 will use a wearable device in 2018.

If you’re still looking for a holiday gift for a parent or grandparent, a wearable device could be well-received. Americans 55 and older are the fastest-growing group of electronic wearable users in the US, according to eMarketer’s latest wearables forecast, largely due to the devices’ enhanced health features.

Mobile video advertisers are on the hunt for ways to make their ads more engaging, and not just another commercial consumers have to tolerate. Rewarded video ads—also known as value exchange ads—seem like the answer, but are the benefits worth the cost?

Exploring the Mobile Shopping Habits of US Consumers

This year, mobile commerce sales in the US will account for 39.6% of total retail ecommerce sales—reaching $208.1 billion.

The New York Public Library is getting readers to continually engage with a feature originally intended for expiring content.

Is App-Install Fraud on the Rise?

Fraudsters are trying to make a buck off the ad dollars that flow to mobile. Some research suggests that more than one-quarter of app installs are fraudulent.

This Is the Biggest Mistake You Can Make with Push Notifications

When it comes to push notifications, getting the opt-in right can make a crucial difference between driving in-app conversions and getting shut out by users.

The Mistakes Marketers Make with Web Push Notifications

Web push notifications seem to be popping up everywhere, and that's the problem. Too often, marketers aren't waiting to demonstrate value before asking for the opt-in.

In the latest episode of “Behind the Numbers,” forecasters Showmik Podder and Chris Bendtsen break out data from eMarketer’s new estimates for mobile payments usage. How many people around the world use mobile phones to make payments? Where are mobile payments the most common? Why would anyone want to pay via phone, anyway?

Ad Fraudsters Are Becoming More Sophisticated

The multilayered approach that scammers use to siphon money highlights the cat-and-mouse problem of policing ad fraud.

Social behaviors are shifting to stories. Advertisers want to be where users are, but how can they create effective ad campaigns that drive results? We spoke with executives at Facebook, Instagram and Snapchat to get the secrets to story advertising success.

Who's Mobile Banking in the US?

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

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

Many People Feel They Lack Control Over Their Personal Data

With data breaches a constant worry, many consumers don’t feel too confident in being able to control how their personal data gets used.

The number of boomers watching digital video on a monthly basis might not be as high as younger generations, but the 37.7 million who will do so this year are more likely to use computers and streaming services than their smartphones.

In the latest episode of "Behind the Numbers," analyst Yory Wurmser highlights the ways that maps have become integral to the smartphone experience. He breaks down key map ad formats and discusses some of the challenges of working with map platforms.

Who Is Using Spotify?

Spotify will see double-digit growth in 2018, according to eMarketer estimates. We expect 58.4 million people in the US to use Spotify, which represents 20.8% of internet users. This and other digital trends are included in this year's Global Media Intelligence report. Today, we take a look at the streaming audio market.

It's Still Difficult to Get Push Notifications Right

Push notifications have been around long enough that app users know the good from the bad. But marketers are still looking for that sweet spot where they can deliver value to users without invading their privacy or over-messaging.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about Bitcoin, tech taxes, and a novel you can read on FB Messenger.