Mobile


Earlier this month, Mucinex unveiled Sickwear, a six-piece fashion collection that aims to help consumers get through the cold and flu season in style. While it may not be the typical route for a healthcare brand, its parent company RB has been leveraging different channels, including TikTok and now social commerce, to reach consumers—particularly those who may not be aware of its direct-to-consumer (D2C) business.

3 Key Trends Shaping the Media Landscape This Year

As the coronavirus spread in the first half of 2020, we might have expected radical changes in the media behavior of consumers around the world. But for the most part, that didn’t happen. That’s just one insight to emerge from eMarketer’s newly released 2020 Global Media Intelligence (GMI) Report, a detailed look at internet users’ engagement with digital and traditional media in 42 major markets, produced in collaboration with Starcom Worldwide and GlobalWebIndex.

In recent months, both Instagram and Snapchat have made several changes to their products that are reminiscent of growing contender TikTok. Instagram launched its highly-anticipated feature Reels, which allows users to create short videos set to music, and Snapchat introduced a slew of new features, including adding music and a test for vertical navigation.

Nearly A Fifth of the US Population Will Be TikTok Users in 2020

TikTok’s future in the US is still uncertain, but any decision will affect a significant number of US consumers. We forecast that TikTok will have 65.9 million monthly US users in 2020, up from 35.6 million in 2019.

Where Americans Socially Network

eMarketer senior forecasting analyst Peter Newman and junior analyst at Insider Intelligence Blake Droesch discuss how the pandemic affected Americans' social networking behavior and where the major platforms now rank. Then, Blake talks about Facebook allowing cross platform messaging between Messenger and Instagram, shopping on Reels and IGTV, and a Delta Air Lines social media post.

US adults will spend an average of 4 hours, 1 minute (4:01) on mobile internet per day in 2020.

Digital Identity Crisis Will Be a Boon for Retail Media Sellers

One of the unique qualities of retail media advertising is the ability to use closed-loop attribution, tying ad engagements to sales. This is possible because the same company is running the ad and selling the product advertised. Brands often look to Amazon and Walmart.com because those sites facilitate closed-loop attribution—and with the ongoing disruptions to digital identity, this tool will likely provide even greater advantages to those who use it.

Despite a Pandemic-Driven Decline in Usage, LinkedIn Is in a Premium Position for Canada’s B2B Marketers

LinkedIn is the modern professional’s digital Rolodex. Since launching in 2003, it has afforded its users professional network continuity in an era of fluid career movement. In fact, it’s LinkedIn that has helped facilitate greater career mobility from company to company, and even industry to industry.

The US computing products & consumer electronics industry will be the fastest growing digital ad spender in 2020, increasing its spend by 18.0% in a year when the total US digital ad market will only grow by 1.7%.

A Deep Dive into the Digital Lives of Internet Users Worldwide

eMarketer principal analyst at Insider Intelligence Karin von Abrams discusses our Global Media Intelligence Report 2020, which compiles data and insights about internet users’ digital and traditional media usage across 42 countries. This annual project is a partnership between eMarketer and Starcom, and based on research from GlobalWebIndex. Also joining the discussion are Jason Mander, chief research officer at GlobalWebIndex, and Kelly Kokonas, executive vice president of global data strategy, technology and analytics, at Starcom.

The Weekly Listen: Foldable Phones 2.0, SVOD Free Trials, and Lasting Shopping Trends

eMarketer junior analyst Blake Droesch and principal analysts at Insider Intelligence Mark Dolliver and Yory Wurmser discuss whether foldable phones have already failed, what happens when free subscription video trials expire, media companies restructuring around streaming, Apple's 24-hour music video livestream, which shopping trends will last, what if Iron Man was real, and more.

Is the 5G iPhone 12 the Future of Smartphones?

eMarketer research analyst Hirsch Chitkara and principal analyst at Insider Intelligence Yory Wurmser discuss the new 5G iPhone 12 and whether it will be a game-changer. They then talk about living in a mobile-first world, why your next phone might come without any apps and rewarded video vs. in-app purchases.

US Digital Gamers Will Jump by 5.0% in 2020, the Highest Growth Rate Since 2015

The number of US digital gamers will grow by 5.0% this year to 174.7 million. That’s roughly 8 million more than last year, and an increase of 5 million gamers from our previous forecast for 2020.

Gen Z Is the Fastest-Growing Generation Among Smart Wearable Users

As Gen Z consumers enter the workforce and earn more disposable income, we expect this group to adopt new technology, including the most recent smart wearable devices.

As much as consumer behavior and the wider economic situation influence the app economy, Apple and Google do as well. With their commissions on in-app purchases (IAPs) and subscriptions, and with their rules surrounding data and advertising, they can make or break different monetization strategies. The changes set to take effect in early 2021 under Apple’s iOS 14, especially, have upended app monetization.

App Developers See Revenues from In-App Purchases Outpace Advertising Revenues

The pandemic has caused reduced advertiser spending overall, leading to lower growth of in-app ad spending despite significantly higher numbers of ad placements. While in-app purchases (IAPs) never stopped growing amid the pandemic, publisher revenues have recently been shifting from in-app advertising to purchases.

The Weekly Listen: The Latest on TikTok, Quibi, and Peacock

eMarketer vice president of content studio at Insider Intelligence Paul Verna steps in as host of this week's "The Weekly Listen," where he and eMarketer principal analysts Mark Dolliver and Debra Aho Williamson, and junior analyst at Insider Intelligence Blake Droesch discuss the latest updates on the TikTok saga, Quibi's unique predicament, Roku and NBCUniversal's buried hatchet, new game consoles from Sony and Microsoft, the Emmys' declining viewership, and how a home-field advantage influences soccer (or football, if you're European) referees.

The Future of the Movie Theater

eMarketer forecasting analysts Eric Haggstrom and Peter Vahle and vice president of content studio at Insider Intelligence Paul Verna discuss the future of the movie theater. Will movies make a comeback and what will they look like? They then talk about HBO Max with ads, AT&T's possible wireless phone plans subsidized by ads, and Apple One subscription bundles.