Week in review: How marketers can take advantage of mobile messaging; Why Amazon is launching its own TV, Peloton apparel, and how lululemon is doing so well

See the week's top stories from Insider Intelligence. September 19, 2021 [Week in review: How marketers can take advantage of mobile messaging; Why Amazon is launching its own TV, Peloton apparel, and how lululemon is doing so well]() Mobile messaging app adoption accelerated in 2020, particularly in the early months of the pandemic, as housebound consumers sought out ways to stay connected with friends and family. User growth will be slower in 2021 but is still higher than we anticipated in our pre-pandemic forecast. The introduction of new functionalities, from interactive features and video calling to commerce and payments, continue to entice people to messaging platforms. In 2021, the number of monthly messaging app users worldwide will rise by 6.1% to 3.09 billion. That’s a deceleration in growth from 2020, when the number of users rose by nearly 14%. But it’s an increase from our pre-pandemic estimate, when we expected 5.5% growth in 2021 to 2.9 billion people. More than three-fourths of internet users worldwide will use a messaging app monthly by 2024. The stronger-than-anticipated growth has led the market to reach that milestone at least five years earlier than we predicted in our pre-pandemic forecast. Messaging app usage is close to ubiquitous among mobile internet users in every country we track, except the US. In 10 of the countries we track, over 90% of mobile internet users use messaging apps. In another 12 countries, monthly usage averages around 75% or more. Usage is lower (60.4%) among mobile internet users in the US because of the prevalence of free, unlimited SMS messaging and widespread iPhone usage. (Nearly half of US smartphone users have iPhones, according to our forecast.) [Read the full article.]() [Driving engagement with analytics in a flourishing mobile app economy]() Today’s smartphone users can choose from millions of mobile applications. But with so many apps available, user acquisition can be challenging for app developers, and analytics-based engagement and retention strategies are critical. [Read this article, contributed and sponsored by Yahoo.]() [US B2B tech ad spending increased by 50% in 2020](=/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) B2B tech products and services, the largest sector of B2B advertising, saw a massive boost in the US as the pandemic increased demand across the tech industry. [Read the full article.](=/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) [chart-image](=/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) [Podcast: Why Amazon is launching its own TV, Peloton apparel, and how lululemon is doing so well]() On this episode, we discuss what this new Amazon TV is all about, how soon we can expect TV commerce, whether we'll see voice-enabled ads, and what the content play might be. We then talk about Peloton launching its own apparel brand, why lululemon is crushing expectations, and Amazon's cashierless technology coming to Whole Foods. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman. ["Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [China’s conviction to reshape media to its image upends digital marketing world]() Top-down government intervention in China’s tech sector is not new, but the current blitz of new policy announcements is keeping even the most seasoned marketers on their heels. [Read the full article.]() [chart-image]() [Podcast: Buying groceries online, secondhand marketplace apps, and virtual try-on technology]() On this episode, we discuss how much grocery shopping is being done online, where, and what's next for the space. We then talk about whether social media works better at convincing folks to buy things than email or text message, whether Urban Outfitters' new secondhand goods app can compete, and if virtual try-on technology will become the norm. Tune in to the discussion with eMarketer director of forecasting at Insider Intelligence Cindy Liu. ["Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [How using AI to create predictive insights can give publishers an edge](/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) We spoke with Jürgen Galler, co-founder and CEO at data management platform 1plusX, about how the use of AI by publishers can help them traverse these challenges. [Read the full article.](/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) [chart-image](/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) [Podcast: Amazon delivers healthcare, price transparency, and Alexa's 'refill my prescription' feature]() On this episode, we discuss the many different ways that Amazon is delivering healthcare, its new online cost comparison tool, and how quickly the company will put its stamp on the health space. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Lisa Phillips. ["Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [Ad-supported viewing makes up half of digital video viewers](/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) Nearly 128 million people in the US will watch advertising-based video-on-demand (AVOD) this year, a growth of 17.6%, over 2020. This means over 50% of all digital video viewers in the US are watching AVOD. [Read the full article.](/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) [chart-image](/ODY3LVNMRy05MDEAAAF_nR_laSTKHMNej_7oHXzG6JNBGmGkygtOq1owzrwPLI_ipAZay2ZzzgMs3Jq2GO3DWPr_lT8=) ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. 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