THE BRITISH LIBRARY

Innovation and enterprise blog

03 April 2017

How to research digital trends with eMarketer

Emarketer-logoWe often get enquiries in the Business & IP Centre about how to research digital trends. Such as mobile phone usage and social media growth.

Fortunately, we have access to eMarketer research, which is the first place to look for research about marketing in the digital world. eMarketer PRO is relied on by thousands of companies and business professionals worldwide to understand marketing trends, consumer behaviour. And to get hold of essential data on the fast-changing digital economy. 

eMarketer is unusual for a market research publisher in how much information they give away for through their free newsletters.

But the only way to get hold of their full content is to come into the Business & IP Centre in London and access eMarketer PRO.

Here you will find:

  • Over 200 new reports each year with data, interviews with subject matter experts, and original analysis to provide insights, understanding and context on the most important topics in digital.
  • Aggregated data from over 3,000 sources of research in the data library.
  • Over 7,500 proprietary metrics about the digital marketplace, including media trends, consumer behaviour and device usage.
  • The ability to create customised charts and tables to help tell compelling stories with data.
  • Coverage across 100 countries, including proprietary metrics for 40 core countries.

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eMarketer PRO will help to:

Answer specific questions and access data about digital related topics. Such as how much time do millennials spend with online video? How many smartphone users are there in the UK? What are the key UK digital trends for 2017?

Get deeper insight on digital topics. Such as what is programmatic advertising? What are the pros and cons of developing mobile apps vs mobile websites?

Research topics related to Advertising & Marketing, B2B, Demographics, Email, Industries, Measurement, Mobile, Retail & Ecommerce, Search, Social Media, Video

Benefit from eMarketer Forecasts using eMarketer Estimates up to 2020 for hundreds of Metrics. 

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To give you an idea of what you would find, here are some extracts from a typical eMarketer report.

UK Digital Video and TV 2017:
Who’s Watching, How They’re Watching and What It Means for Marketers.

 

Nearly two-thirds of the UK population will watch digital video content in 2017

One

 

There will be more digital video viewers than smartphone users in 2017

  Two

 

Short-form content isn’t necessarily the preserve of the young; older groups are viewing increasing amounts

Three

 

In terms of platforms, YouTube dominates the short-form space and has massive overall reach

Four

 

For long-form VOD, the BBC’s iPlayer service dominates, but Netflix is gaining ground

  Five

 

So what does this mean for Marketers?

Pre-roll ads don’t work and are mostly disliked on digital channels

Six

 

However, pre-roll is still where most of the money is going: 59% of digital video ad spending in H1 2016 went to pre- and post-roll inventory

Seven

 

Social is one area that seems like a good environment for video ads

Eight

 

Engagement with a video ad on social media often leads to a purchase

  Nine