24 eMarketer stats that caught our eye in 2017

Published December 20, 2017 7:40 pm by LoSasso
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Here at LoSasso, eMarketer is a go-to source for research and information that guides our digital marketing efforts. It gives us valuable audience insights, keeps us on track with trends and even helps us benchmark our overarching digital strategies. As always, the reports in 2017 have been informative, thought-provoking and, at times, jaw-dropping. Read on for 24 stats that caught our eye in 2017.


  1. In 2017, 40.9 million people—14.9% of internet users—will go online exclusively via mobile phone or tablet. By the end of 2021, that percentage will jump to 18.3%. (US Digital Users: eMarketer’s Updated Estimates for 2017)
  2. In 2018, smartphone users will outnumber newspaper readers almost 2 to 1: 79.7% of adults will use smartphones; only 46.6% will read the newspaper. (eMarketer’s US Mobile StatPack, May 2017)
  3. As time spent on smartphones increases, time spent on desktop/laptops decreases. (eMarketer’s US Mobile StatPack, May 2017)
  4. More smartphone users perform searches on their phones (89%) than use social networks on their phones (76.7%) (eMarketer’s US Mobile StatPack, May 2017)
  5. 8 out of 10 smartphone users shop on their phones. (eMarketer’s US Mobile StatPack, May 2017)
  6. By 2020, nearly half of U.S. retail ecommerce sales will come from a mobile device—the bulk of that being from smartphones instead of tablets. (eMarketer’s US Mobile StatPack, May 2017)
  7. By 2020, mobile ad spending will surpass TV ad spending by more than $15 billion. (eMarketer’s US Mobile StatPack, May 2017)
  8. By 2019, nearly 40% of millenials will use voice-enabled digital assistants (eMarketer, April 2017)
  9. Between 2017 and 2021, the number of Americans using voice-enabled speakers is expected to nearly double to 18% (eMarketer, May 2017)
  10. 3% of smartphone users use a messaging app (eMarketer, July 2017)
  11. By 2019, programmatic will account for 84% of total digital display ad spending (eMarketer, April 2017)
  12. In 2018, nearly a third of internet users will use an ad blocker (eMarketer, Feb. 2017)
  13. In 2018, 58% of digital display ad spending will be in a “native” format. (eMarketer, March 2017)
  14. S. internet users between ages 18-24 have the highest instance of digital video consumption at 94.7%; comparatively, only 37% of those 65+ have downloaded or streamed a digital video at least once per month. (eMarketer, Aug. 2017)
  15. Since 2014, the average time spent consuming digital media (video, audio and social media on mobile and desktop devices) by U.S. adults has increased by nearly an hour a day. (eMarketer, Sept. 2017)
  16. By 2019, smartphone users will spend 3.5 hours a day using mobile apps (eMarketer, Sept. 2017)
  17. Marketers spent roughly $774 million on Snapchat ads in 2017 (eMarketer, Sept. 2017)
  18. Facebook’s social media user penetration rate seems to have peaked in 2016 at 89.7%. It is expected to drop slightly over the next several years (eMarketer, Aug. 2017)
  19. Amoung 18-24 year olds, Snapchat is the most popular social media channel—slightly above Facebook and Instagram. (eMarketer, Aug. 2017)
  20. Despite being one of the first forms of digital communication, email user penetration will continue to grow: in 2017, 76% of the U.S. population will use email; that number is expected to grow to 79% by 2021.
  21. Nearly half of all internet users are considered “gamers” (play games online, on any device, at least once a month) (eMarketer, Aug. 2017)
  22. 43 million people (roughly 15% of the population) will use virtual reality by 2019 (eMarketer, April 2017)
  23. The number of VR users was expected to double from 2016 to 2017 (eMarketer, April 2017)
  24. 54 million people (roughly 16% of the population) will use augmented reality by 2019 (eMarketer, April 2017)


What marketing-related statistics caught your attention in 2017?