DIGITAL IN 2018 ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD
2
WELCOME TO DIGITAL IN 2018
SIMON KEMP REPORT AUTHOR
It’s been another year of impressive growth across all things digital, and this year’s 2018 Global Digital report reveals some important new milestones and trends. Perhaps the most exciting headline in this year’s reports is that global internet users have now passed the 4 billion mark. Well over half of the world’s population now uses the internet, and a quarter of a billion new users came online for the first time during the past 12 months. People are spending more time online too: the average user now spends around 6 hours each day using the internet. If we add this together for all 4 billion of the world’s internet users, people will spend a massive 1 billion years online in 2018.
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Much of this growth in internet users has been driven by more affordable smartphones and mobile data plans. More than 200 million people got their first mobile device in 2017, and two-thirds of the world’s 7.6 billion inhabitants now have a mobile phone. Furthermore, more than half of the handsets in use today are ‘smart’ devices, so it’s increasingly easy for people to enjoy a rich internet experience wherever they are. Social media use continues to grow rapidly too, and the number of people using the top social platform in each country has increased by almost 1 million new users every day during the past 12 months – that’s more than 11 new users every second.
More than 3 billion people around the world now use social media each month, with almost all of those users accessing their chosen platforms via mobile devices. If you’d like to dig deeper into this year’s numbers, you’ll find links to the full set of 2018 Global Digital resources on the next few pages. This year’s reports include 5,000 charts covering 239 countries and territories, with everything you need to know to understand internet, social, mobile, and e-commerce use all over the world. Best of all, we’re making all of these resources available for free. We hope they’ll help inform and inspire lots of valuable new ideas, and contribute to another year of successful digital growth in 2018.
CLICK HERE TO ACCESS HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD IN OUR 2018 DIGITAL YEARBOOK
2018 DIGITAL
YEARBOOK
HEADLINE INTERNET, SOCIAL MEDIA, AND MOBILE USE DATA FOR EVERY COUNTRY IN THE WORLD
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CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN-DEPTH COUNTRY REPORTS GLOBAL YEARBOOK
BRUNEI
DOMINICAN REP.
GUYANA
LIBERIA
NEPAL
ST KITTS & NEVIS
TAJIKISTAN
AFGHANISTAN
BULGARIA
ECUADOR
HAITI
LIBYA
NETHERLANDS
ST LUCIA
TANZANIA
ALBANIA
BURKINA FASO
EGYPT
HONDURAS
LIECHTENSTEIN
NEW CALEDONIA
ST MARTIN
THAILAND
ALGERIA
BURUNDI
EL SALVADOR
HONG KONG
LITHUANIA
NEW ZEALAND
ST PIERRE & MIQUELON
TIMOR-LESTE
AMERICAN SAMOA
CABO VERDE
EQUATORIAL GUINEA
HUNGARY
LUXEMBOURG
NICARAGUA
ST VINCENT, GRENADINES
TOGO
ANDORRA
CAMBODIA
ERITREA
ICELAND
MACAU
NIGER
SAMOA
TOKELAU
ANGOLA
CAMEROON
ESTONIA
INDIA
TFYR MACEDONIA
NIGERIA
SAN MARINO
TONGA
ANGUILLA
CANADA
ETHIOPIA
INDONESIA
MADAGASCAR
NIUE
SÃO TOMÉ & PRÍNCIPE
TRINIDAD & TOBAGO
ANTIGUA & BARBUDA
CAYMAN IS.
FAROE IS.
IRAN
MALAWI
NORFOLK IS.
SAUDI ARABIA
TUNISIA
ARGENTINA
CENTRAL AFRICAN REP.
FALKLAND IS.
IRAQ
MALAYSIA
NORTHERN MARIANA IS.
SENEGAL
TURKEY
ARMENIA
CHAD
FIJI
IRELAND
MALDIVES
NORWAY
SERBIA
TURKMENISTAN
ARUBA
CHILE
FINLAND
ISLE OF MAN
MALI
OMAN
SEYCHELLES
TURKS & CAICOS IS.
AUSTRALIA
CHINA
FRANCE
ISRAEL
MALTA
PAKISTAN
SIERRA LEONE
TUVALU
AUSTRIA
CHRISTMAS IS.
FRENCH GUIANA
ITALY
MARSHALL IS.
PALAU
SINGAPORE
UGANDA
AZERBAIJAN
COCOS IS.
FRENCH POLYNESIA
JAMAICA
MARTINIQUE
PALESTINE
ST MAARTEN
UKRAINE
BAHAMAS
COLOMBIA
GABON
JAPAN
MAURITANIA
PANAMA
SLOVAKIA
U.A.E.
BAHRAIN
COMOROS
GAMBIA
JERSEY
MAURITIUS
PAPUA NEW GUINEA
SLOVENIA
U.K.
BANGLADESH
CONGO, DEM. REP.
GEORGIA
JORDAN
MAYOTTE
PARAGUAY
SOLOMON IS.
U.S.A.
BARBADOS
CONGO, REP.
GERMANY
KAZAKHSTAN
MEXICO
PERU
SOMALIA
URUGUAY
BELARUS
COOK IS.
GHANA
KENYA
MICRONESIA
PHILIPPINES
SOUTH AFRICA
UZBEKISTAN
BELGIUM
COSTA RICA
GIBRALTAR
KIRIBATI
MOLDOVA
POLAND
SOUTH SUDAN
VANUATU
BELIZE
CÔTE D'IVOIRE
GREECE
KOREA, NORTH
MONACO
PORTUGAL
SPAIN
VENEZUELA
BENIN
CROATIA
GREENLAND
KOREA, SOUTH
MONGOLIA
PUERTO RICO
SRI LANKA
VIETNAM
BERMUDA
CUBA
GRENADA
KOSOVO
MONTENEGRO
QATAR
SUDAN
BRITISH VIRGIN IS.
BHUTAN
CURAÇAO
GUADELOUPE
KUWAIT
MONTSERRAT
RÉUNION
SURINAME
U.S. VIRGIN IS.
BOLIVIA
CYPRUS
GUAM
KYRGYZSTAN
MOROCCO
ROMANIA
SWAZILAND
WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABA
CZECH REP.
GUATEMALA
LAOS
MOZAMBIQUE
RUSSIA
SWEDEN
WESTERN SAHARA
BOSNIA & HERZEGOVINA
DENMARK
GUERNSEY
LATVIA
MYANMAR
RWANDA
SWITZERLAND
YEMEN
BOTSWANA
DJIBOUTI
GUINEA
LEBANON
NAMIBIA
ST BARTHÉLEMY
SYRIA
ZAMBIA
BRAZIL
DOMINICA
GUINEA-BISSAU
LESOTHO
NAURU
ST HELENA
TAIWAN
ZIMBABWE
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GLOBAL OVERVIEW 6
JAN 2018
DIGITAL AROUND THE WORLD IN 2018 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
UNIQUE MOBILE USERS
ACTIVE MOBILE SOCIAL USERS
7.593
4.021
3.196
5.135
2.958
URBANISATION:
PENETRATION:
PENETRATION:
PENETRATION:
PENETRATION:
BILLION
55%
7
BILLION
53%
BILLION
42%
BILLION
68%
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
BILLION
39%
JAN 2018
GLOBAL ANNUAL DIGITAL GROWTH YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
UNIQUE MOBILE USERS
ACTIVE MOBILE SOCIAL USERS
+7%
+13%
+4%
+14%
+248 MILLION
+362 MILLION
+218 MILLION
+360 MILLION
SINCE JAN 2017
8
SINCE JAN 2017
SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
SINCE JAN 2017
WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018 With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives, whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding love. As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital integration into everything they do – just as our audiences already have. Here are some tips to help with that:
Start with what people really need and want, and not just what the technology can do
Focus on creating mutual value at every opportunity, instead of simply ‘selling more stuff’
Make it easy for people to buy online as soon as they’re ready, wherever they are
Harness digital tools to keep the conversation going, even after you make a successful sale
To learn more about what these Digital, Social and Mobile trends mean for your brand, click here to download our Think Forward report. 9
HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS The evolution of social ROI. It's the end of the road for vanity metrics. Expect to see more organisations evolve their metrics as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue, mitigating risk, and attracting talent. Mobile fuels the growth of social TV. In 2018, social networks will encourage brands to become broadcasters as mobile video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social networks—such as mobile video views—might not help your organisation achieve your own business outcomes. Trust declines, while peer influence rises. From Trump’s tumultuous triumph over traditional media to the fake news phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever. Humans, meet AI. The machines have risen. And marketers have discovered they can be delightfully useful. But while marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these humanless engagements. The promise (and reality) of social data. From tying together analytics systems to CRM integrations, marketers underestimated the complexity of social data initiatives. Organisations must recalculate the effort and resources needed to turn social data into a true—and unified—source of customer insights.
Click here to download our 2018 Social Media Trends Toolkit to align your strategy with the year’s key social network and digital trends. 10
2018 REGIONAL OVERVIEWS 11
JAN 2018
DIGITAL IN AFRICA IN 2018
KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
1,272
435
191
1,040
172
URBANISATION:
PENETRATION:
PENETRATION:
vs. POPULATION:
PENETRATION:
MILLION
42%
12
MILLION
34%
MILLION
15%
MILLION
82%
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
MILLION
14%
JAN 2018
ANNUAL DIGITAL GROWTH IN AFRICA YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
+20%
+12%
+4%
+15%
+73 MILLION
+20 MILLION
+45 MILLION
+23 MILLION
SINCE JAN 2017
13
SINCE JAN 2017
SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
SINCE JAN 2017
JAN 2018
DIGITAL IN THE AMERICAS IN 2018 KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
1,011
741
648
1,070
581
URBANISATION:
PENETRATION:
PENETRATION:
vs. POPULATION:
PENETRATION:
MILLION
81%
14
MILLION
73%
MILLION
64%
MILLION
106%
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
MILLION
57%
JAN 2018
ANNUAL DIGITAL GROWTH IN THE AMERICAS YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
+3%
+8%
+0.1%
+9%
+23 MILLION
+49 MILLION
+741 THOUSAND
+46 MILLION
SINCE JAN 2017
15
SINCE JAN 2017
SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
SINCE JAN 2017
JAN 2018
DIGITAL IN ASIA-PACIFIC IN 2018 KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
4.214
2.007
1.779
4.318
1.713
URBANISATION:
PENETRATION:
PENETRATION:
vs. POPULATION:
PENETRATION:
BILLION
48%
16
BILLION
48%
BILLION
42%
BILLION
102%
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
BILLION
41%
JAN 2018
ANNUAL DIGITAL GROWTH IN ASIA-PACIFIC YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
+5%
+14%
+8%
+16%
+98 MILLION
+224 MILLION
+319 MILLION
+231 MILLION
SINCE JAN 2017
17
SINCE JAN 2017
SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
SINCE JAN 2017
JAN 2018
DIGITAL IN EUROPE IN 2018
KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
843
674
448
1,106
376
URBANISATION:
PENETRATION:
PENETRATION:
vs. POPULATION:
PENETRATION:
MILLION
74%
18
MILLION
80%
MILLION
53%
MILLION
131%
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
MILLION
45%
JAN 2018
ANNUAL DIGITAL GROWTH IN EUROPE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
+6%
+8%
+0.5%
+8%
+37 MILLION
+32 MILLION
+5 MILLION
+27 MILLION
SINCE JAN 2017
19
SINCE JAN 2017
SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
SINCE JAN 2017
JAN 2018
DIGITAL IN THE MIDDLE EAST IN 2018 KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
252
164
130
323
115
URBANISATION:
PENETRATION:
PENETRATION:
vs. POPULATION:
PENETRATION:
MILLION
72%
20
MILLION
65%
MILLION
52%
MILLION
128%
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
MILLION
46%
JAN 2018
ANNUAL DIGITAL GROWTH IN THE MIDDLE EAST YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET USERS
ACTIVE SOCIAL MEDIA USERS
MOBILE CONNECTIONS
ACTIVE MOBILE SOCIAL USERS
+11%
+39%
+3%
+39%
+17 MILLION
+37 MILLION
+11 MILLION
+32 MILLION
SINCE JAN 2017
21
SINCE JAN 2017
SINCE JAN 2017
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
SINCE JAN 2017
GLOBAL POPULATION OVERVIEW 22
JAN 2018
GLOBAL POPULATION BY AGE GROUPS THE WORLD’S POPULATION, BROKEN DOWN INTO VARIOUS AGE GROUPS
TOTAL GLOBAL POPULATION
GLOBAL POPULATION AGED 0-15 YEARS
GLOBAL POPULATION AGED 16-64 YEARS
GLOBAL POPULATION AGED 65+ YEARS
7.593
2.041
4.870
0.682
ANNUAL GROWTH RATE:
PERCENTAGE OF TOTAL:
PERCENTAGE OF TOTAL:
PERCENTAGE OF TOTAL:
+1.6%
27%
64%
9%
BILLION
23
BILLION
SOURCES: UNITED NATIONS; US CENSUS BUREAU (BOTH ACCESSED JANUARY 2018).
BILLION
BILLION
DISTRIBUTION OF GLOBAL POPULATION BY AGE
603
612
15-19
20-24
25-29
480
40-44
45-49
24
30-34
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU, JANUARY 2018.
35-39
50-54 55-59
60-64
65-69
70-74
75-79
80-84
85-89
0.5
10-14
3.6
5-9
15
0-4
41
79
125
172
245
313
352
434
492
527
574
603
THE WORLD’S TOTAL POPULATION DETAILED BY FIVE-YEAR AGE GROUPS, IN MILLIONS
618
640
662
JAN 2018
90-94
95-99
100+
25 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU, JANUARY 2018.
NIGERIA
KENYA
18.5
20.0
21.2
23.7 PHILIPPINES GHANA
23.9
27.4 SOUTH AFRICA EGYPT
27.9
29.7 MOROCCO
SAUDI ARABIA
30.3 U.A.E.
28.1
30.5 INDONESIA
INDIA
30.6 WORLDWIDE
28.6
30.9 VIETNAM
MEXICO
31.4 TURKEY
28.7
31.9 ARGENTINA
MALAYSIA
32.4
41.5
41.5
42.3
42.4
40.5
41.1
41.1
39.8
38.1
38.1
38.2
37.7
42.6
42.7
47.7
45.8
47.4
44.8 43.1
41.3
38.8
37.1 34.9 BRAZIL
SINGAPORE
IRELAND
CHINA
THAILAND
NEW ZEALAND
U.S.A.
AUSTRALIA
RUSSIA
U.K.
SWEDEN
POLAND
TAIWAN
FRANCE
BELGIUM
SOUTH KOREA
CANADA
PORTUGAL
NETHERLANDS
SPAIN
HONG KONG
ITALY
GERMANY
JAPAN
JAN 2018
MEDIAN AGE BY COUNTRY
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION
B GLO AL
AV ERAGE
JAN 2018
LITERACY RATES BY GENDER AND REGION PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER
NORTHERN EUROPE
99
NORTHERN AMERICA
99
99
WESTERN EUROPE THE CARIBBEAN
91
94
86
NORTHERN AFRICA
87
44
CENTRAL AMERICA
MALE GLOBAL AVERAGE: 88%
26
99
65 62
WESTERN AFRICA
94 FEMALE GLOBAL AVERAGE: 80%
99
99
100 100 SOUTHERN EUROPE
98
100 100
99
80
85
94
MIDDLE AFRICA
62
EASTERN AFRICA
82
59 92
94
SOUTHERN AFRICA
SOURCES: BASED ON DATA FROM THE UNESCO INSTITUTE FOR STATISTICS (2015 LITERACY DATA), INDEXMUNDI (ACCESSED JAN 2018); PEW RESEARCH CENTRE (ACCESSED JAN 2018); PHRASEBASE (ACCESSED JAN 2018); ETHNOLOGUE (ACCESSED JAN 2018)
CENTRAL ASIA
95
WESTERN ASIA
94
SOUTH AMERICA
EASTERN EUROPE
61
98
EASTERN ASIA
78
SOUTHERN ASIA
92
96
SOUTHEAST ASIA
71 91
92
OCEANIA
GLOBAL INTERNET USE 27
JAN 2018
INTERNET USE
BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
TOTAL NUMBER OF ACTIVE INTERNET USERS
INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION
TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS
MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION
4.021
53%
3.722
49%
BILLION
28
BILLION
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA.. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
JAN 2018
INTERNET PENETRATION BY REGION REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
NORTHERN EUROPE
94%
NORTHERN AMERICA
88%
WESTERN EUROPE THE CARIBBEAN
CENTRAL AMERICA
61%
EASTERN EUROPE
48%
90%
NORTHERN AFRICA WESTERN AFRICA
74%
29
SOUTH AMERICA
CENTRAL ASIA
57%
SOUTHERN EUROPE
65%
49%
39%
MIDDLE AFRICA
WESTERN ASIA
12% 27%
68% GLOBAL AVERAGE: 53%
50%
77%
EASTERN ASIA
36% SOUTHERN ASIA
58%
SOUTHEAST ASIA
EASTERN AFRICA
51% SOUTHERN AFRICA
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
69% OCEANIA
INTERNET USE: REGIONAL OVERVIEW
JAN 2018
INTERNET USERS (IN MILLIONS), AND INTERNET PENETRATION, BY REGION
947
INTERNET USERS, IN MILLIONS
118
118
116
110
175
98 36
34
28
21
20
68%
74%
65%
90%
39%
77%
27%
49%
61%
94%
50%
51%
69%
48%
12%
30
NORTHERN AMERICA
SOUTH AMERICA
EASTERN EUROPE
WESTERN ASIA
WESTERN EUROPE
WESTERN AFRICA
SOUTHERN EUROPE
EASTERN AFRICA
NORTHERN AFRICA
CENTRAL AMERICA
NORTHERN EUROPE
CENTRAL ASIA
SOUTHERN AFRICA
OCEANIA
CARIBBEAN
MIDDLE AFRICA
147
175
88%
215 58% SOUTHEAST ASIA
290
36% SOUTHERN ASIA
320
57% EASTERN ASIA
380
673
INTERNET PENETRATION
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
31 SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
35% 34% INDIA
49% NIGERIA GHANA
50% EGYPT
53% WORLDWIDE
50%
53% CHINA
INDONESIA
54% SOUTH AFRICA
MOROCCO
PHILIPPINES
MEXICO
BRAZIL
VIETNAM
TURKEY
ITALY
PORTUGAL
RUSSIA
POLAND
ARGENTINA
MALAYSIA
IRELAND
THAILAND
SINGAPORE
SPAIN
KENYA
HONG KONG
TAIWAN
FRANCE
U.S.A.
AUSTRALIA
NEW ZEALAND
BELGIUM
CANADA
SAUDI ARABIA
GERMANY
SOUTH KOREA
JAPAN
U.K.
NETHERLANDS
SWEDEN
U.A.E.
63%
63%
65%
66%
67%
67%
73%
75%
76%
78%
78%
79%
82%
82%
84%
85%
86%
87%
88%
88%
88%
88%
89%
89%
90%
91%
91%
93%
93%
95%
96%
97%
99%
JAN 2018
INTERNET PENETRATION BY COUNTRY
NATIONAL INTERNET PENETRATION FIGURES
B GLO AL
AV ERAGE
JAN 2018 #
32
INTERNET PENETRATION RANKINGS
BASED ON INTERNET PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST PENETRATION
%
USERS
#
LOWEST PENETRATION
%
USERS
0.06%
16,000
01 QATAR
99%
2,640,360
213 NORTH KOREA
02 UNITED ARAB EMIRATES
99%
9,376,171
212 ERITREA
1%
71,000
03 KUWAIT
98%
4,100,000
211 NIGER
4%
946,440
04 BERMUDA
98%
60,125
210 WESTERN SAHARA
5%
28,000
05 BAHRAIN
98%
1,499,193
209 CHAD
5%
756,329
06 ICELAND
98%
329,675
208 CENTRAL AFRICAN REPUBLIC
5%
246,432
07 NORWAY
98%
5,222,786
207 BURUNDI
6%
617,116
08 ANDORRA
98%
75,366
206 DEM REP. OF THE CONGO
6%
5,133,940
09 LUXEMBOURG
98%
572,216
205 GUINEA-BISSAU
6%
120,000
10 DENMARK
97%
5,571,635
204 MADAGASCAR
7%
1,900,000
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
33
12%
MOROCCO
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
0.2% CANADA
NIGERIA
-2%
(UNCHANGED)
1% IRELAND
U.S.A.
1% JAPAN
(UNCHANGED)
1% TAIWAN
INDONESIA
1% FRANCE
(UNCHANGED)
1% NETHERLANDS
INDIA
1% BELGIUM
(UNCHANGED)
2% U.A.E.
BRAZIL
2% SINGAPORE
(UNCHANGED)
3% NEW ZEALAND
ARGENTINA
3%
4% SOUTH KOREA
AUSTRALIA
4% SPAIN
3%
4% GERMANY
CHINA
4% RUSSIA
3%
5%
U.K.
HONG KONG
5%
7%
POLAND SWEDEN
7%
7%
PORTUGAL WORLDWIDE
7%
SOUTH AFRICA
10%
12%
PHILIPPINES
ITALY
12%
13%
14%
MEXICO
TURKEY
MALAYSIA
THAILAND
GHANA
VIETNAM
SAUDI ARABIA
KENYA
EGYPT
24%
27%
28%
34%
35%
41%
JAN 2018
GROWTH IN INTERNET USERS
YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS IN EACH COUNTRY vs. JANUARY 2017
JAN 2018
BASED ON INTERNET PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
▲%
▲ USERS
#
BIGGEST DECREASE*
▼%
▼ USERS
01 MALI
460%
10,187,550
01
DJIBOUTI
-5%
-10,000
02 BENIN
204%
2,517,516
02
LITHUANIA
-5%
-121,803
03 SIERRA LEONE
144%
531,340
03
OMAN
-5%
-174,359
04 KIRIBATI
113%
17,000
04
SOUTH SUDAN
-4%
-97,553
05 NIGER
102%
477,109
05
WESTERN SAHARA
-3%
-1,000
06 MOZAMBIQUE
101%
2,650,658
06
HUNGARY
-3%
-207,623
07 PARAGUAY
93%
2,968,693
07
NIGERIA
-2%
-2,391,447
08 CHAD
90%
358,589
08
LATVIA
-2%
-38,215
09 TAJIKISTAN
80%
1,336,633
09
SLOVAKIA
-2%
-94,776
10 BURKINA FASO
72%
1,547,112
10
VENEZUELA
-2%
-318,850
#
34
INTERNET GROWTH RANKINGS
HIGHEST GROWTH
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. *NOTES: DECREASES IN INTERNET USERS MAY BE THE RESULT OF ACTUAL DECREASES IN USER NUMBERS; CORRECTIONS IN THE SOURCE DATA, OR A CHANGE IN SOURCE DATA v.s 2017 DUE TO THE AVAILABILITY OF MORE RELIABLE OR MORE UP-TO-DATE INFORMATION. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
35
77.3
U.S.A.
63.7 61.4
CHINA FRANCE
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
41.9 40.7 38.9 37.4
IRELAND WORLDWIDE THAILAND RUSSIA
15.7 15.5 15.4 15.2 13.8
TURKEY ARGENTINA KENYA PHILIPPINES INDONESIA
EGYPT
5.4
10.0
17.9 BRAZIL
NIGERIA
19.1 MEXICO
10.8
19.2 GHANA
MOROCCO
19.7 INDIA
21.3 SAUDI ARABIA
24.8 VIETNAM
22.2
25.7 U.A.E.
MALAYSIA
25.9 AUSTRALIA
32.0
42.7
TAIWAN
ITALY
44.8
POLAND
49.5
52.5
U.K. GERMANY
54.5
PORTUGAL
57.4
64.3
NEW ZEALAND
BELGIUM
65.7
SPAIN
69.6
78.0
CANADA
87.1 80.7
JAPAN
NETHERLANDS
SWEDEN
SOUTH KOREA
HONG KONG
SINGAPORE
132.5
141.6
161.2
JAN 2018
AVERAGE FIXED INTERNET CONNECTION SPEEDS
AVERAGE SPEED OF FIXED INTERNET CONNECTIONS BY COUNTRY, IN MBPS
JAN 2018
FIXED INTERNET CONNECTION SPEED RANKINGS BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS BY COUNTRY, IN MBPS
FASTED FIXED INTERNET CONNECTIONS
36
SLOWEST FIXED INTERNET CONNECTIONS
#
COUNTRY
SPEED IN MBPS
01
SINGAPORE
161.2
129 ALGERIA
3.5
02 ICELAND
145.6
128 VENEZUELA
3.7
03 HONG KONG
141.6
127 LIBYA
3.9
04 SOUTH KOREA
132.5
126 LEBANON
4.9
05 ROMANIA
98.6
125 EGYPT
5.4
06 HUNGARY
90.7
124 BOLIVIA
5.6
07 MACAU
88.9
123 NICARAGUA
6.1
08 SWEDEN
87.1
122 UZBEKISTAN
6.1
09 NETHERLANDS
80.7
121 PAKISTAN
6.1
10
78.9
120 HONDURAS
6.1
SWITZERLAND
#
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES FOR WHICH DATA IS AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
COUNTRY
SPEED IN MBPS
37
36.8
45.6
50.2
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
16.0 15.4 15.1 14.5
MALAYSIA EGYPT KENYA ARGENTINA
10.5 9.8 9.2 9.1
NIGERIA INDONESIA GHANA INDIA
13.5
16.2 SAUDI ARABIA
PHILIPPINES
16.4 BRAZIL
13.6
16.4 MOROCCO
THAILAND
16.7
20.2 IRELAND RUSSIA
20.3
21.3 WORLDWIDE VIETNAM
21.7
22.9 POLAND MEXICO
23.0 JAPAN
24.1
26.4
GERMANY PORTUGAL
27.2
30.5
FRANCE
U.S.A.
30.7
ITALY
27.6
31.2
TURKEY
U.K.
31.3
SPAIN
32.5
34.7
HONG KONG CHINA
34.9
TAIWAN
SWEDEN
NEW ZEALAND
SOUTH KOREA
BELGIUM
CANADA
AUSTRALIA
40.9
43.0
44.2
48.9
54.0
SINGAPORE U.A.E.
54.2
NETHERLANDS
JAN 2018
AVERAGE MOBILE INTERNET CONNECTION SPEEDS AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
JAN 2018
MOBILE INTERNET CONNECTION SPEED RANKINGS BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
FASTEST MOBILE INTERNET CONNECTIONS
#
38
COUNTRY
SLOWEST MOBILE INTERNET CONNECTIONS
SPEED IN MBPS
#
COUNTRY
SPEED IN MBPS
01 NORWAY
61.2
123 IRAQ
4.2
02 MALTA
54.4
122 LIBYA
4.2
03 NETHERLANDS
54.2
121 BANGLADESH
5.2
04 SINGAPORE
54.0
120 TAJIKISTAN
5.6
05 UNITED ARAB EMIRATES
50.2
119 UZBEKISTAN
6.6
06 ICELAND
50.1
118 AFGHANISTAN
6.7
07 AUSTRALIA
48.9
117 BOSNIA & HERZEGOVINA
7.2
08 HUNGARY
48.6
116 ALGERIA
7.4
09 CANADA
45.6
115 VENEZUELA
7.9
10 LUXEMBOURG
45.5
114 UKRAINE
8.1
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES FOR WHICH DATA IS AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
39 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
5H 51M U.K.
2H 53M
3H 46M GHANA MOROCCO
3H 50M KENYA
4H 05M NIGERIA
4H 48M FRANCE
4H 12M
4H 50M NETHERLANDS
JAPAN
4H 52M
5H 03M BELGIUM GERMANY
5H 04M
5H 19M IRELAND SOUTH KOREA
5H 20M SPAIN
5H 34M
5H 53M SWEDEN
AUSTRALIA
5H 55M POLAND
6H 27M RUSSIA
5H 55M
6H 30M U.S.A.
CANADA
6H 30M CHINA
5H 59M
6H 31M
PORTUGAL
NEW ZEALAND
6H 37M
HONG KONG
6H 08M
6H 45M
SAUDI ARABIA
ITALY
6H 52M
7H 09M
TURKEY VIETNAM
7H 09M
7H 25M
SINGAPORE
INDIA
7H 49M
U.A.E.
8H 10M
EGYPT
7H 49M
8H 12M
ARGENTINA
TAIWAN
8H 17M
8H 27M
MALAYSIA MEXICO
8H 32M
8H 51M
SOUTH AFRICA
INDONESIA
9H 14M
9H 29M
PHILIPPINES BRAZIL
9H 38M
THAILAND
JAN 2018
TIME SPENT PER DAY ON THE INTERNET
AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY VIA ANY DEVICE [SURVEY BASED]
40 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
3H 23M
INDIA
3H 00M SINGAPORE
1H 54M AUSTRALIA
1H 22M 1H 20M FRANCE
1H 31M GERMANY JAPAN
1H 33M BELGIUM
1H 48M
1H 56M POLAND
NETHERLANDS
1H 57M CANADA
2H 14M U.S.A.
2H 01M
2H 16M SWEDEN
U.K.
2H 19M SOUTH KOREA
2H 04M
2H 20M RUSSIA
SPAIN
2H 20M ITALY
2H 07M
2H 21M IRELAND
NEW ZEALAND
2H 22M PORTUGAL
2H 53M
3H 02M HONG KONG
MOROCCO
3H 03M VIETNAM
3H 17M
3H 24M
TURKEY
SOUTH AFRICA
3H 26M
3H 39M
MEXICO
CHINA
3H 40M
U.A.E.
3H 27M
3H 43M
EGYPT
TAIWAN
3H 46M
GHANA
3H 31M
3H 47M
MALAYSIA
SAUDI ARABIA
3H 50M
KENYA
4H 03M
ARGENTINA
4H 13M
PHILIPPINES
4H 05M
4H 17M
INDONESIA
NIGERIA
4H 21M
BRAZIL
THAILAND
4H 56M
JAN 2018
TIME SPENT PER DAY USING MOBILE INTERNET
AVERAGE NUMBER OF HOURS PER DAY SPENT ACCESSING THE INTERNET VIA A MOBILE PHONE [SURVEY BASED]
JAN 2018
SHARE OF WEB TRAFFIC BY DEVICE BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
LAPTOPS & DESKTOPS
MOBILE PHONES
TABLET DEVICES
OTHER DEVICES
43%
52%
4%
0.14%
YEAR-ON-YEAR CHANGE:
YEAR-ON-YEAR CHANGE:
YEAR-ON-YEAR CHANGE:
YEAR-ON-YEAR CHANGE:
-3%
41
SOURCE: STATCOUNTER, JANUARY 2018 AND JANUARY 2017.
+4%
-13%
+17%
42 SOURCES: STATCOUNTER, JANUARY 2018.
61%
U.A.E.
47%
SOUTH KOREA
41% 41% 40% 40% 39% 38% 38% 38% 37% 37%
EGYPT U.S.A. AUSTRALIA MEXICO PHILIPPINES TAIWAN SWEDEN U.K. NEW ZEALAND GERMANY
32% BRAZIL
PORTUGAL
RUSSIA
VIETNAM
19%
21%
24%
27%
33% HONG KONG
JAPAN
33% NETHERLANDS
28%
33% CANADA
BELGIUM
34% FRANCE
35%
42% ARGENTINA
ITALY
42%
MOROCCO
45%
48%
SPAIN
57% 52%
IRELAND
WORLDWIDE
MALAYSIA
59%
61%
CHINA
POLAND
62%
75%
71%
72%
69% 64%
TURKEY
SAUDI ARABIA
THAILAND
SOUTH AFRICA
INDONESIA
GHANA
78%
79%
INDIA SINGAPORE
81%
83%
NIGERIA
KENYA
JAN 2018
MOBILE’S SHARE OF WEB TRAFFIC
PERCENTAGE OF TOTAL WEB PAGES SERVED TO MOBILE PHONES
JAN 2018
THE WORLD’S MOST VISITED WEBSITES RANKINGS OF THE WEBSITES THAT ATTRACT THE GREATEST VOLUME OF WEB TRAFFIC IN THE WORLD
SIMILARWEB RANKING, BASED ON TOTAL TRAFFIC TO WEBSITE
43
#
WEBSITE
01
ALEXA RANKING, BASED ON AVERAGE DAILY VISITORS AND PAGE VIEWS
CATEGORY
TIME PER VISIT
GOOGLE.COM
SEARCH
02
FACEBOOK.COM
03
YOUTUBE.COM
04
BAIDU.COM
05
XVIDEOS.COM
06
#
WEBSITE
CATEGORY
TIME PER DAY
07:07
01 GOOGLE.COM
SEARCH
07:35
SOCIAL
13:41
02 YOUTUBE.COM
VIDEO
08:18
VIDEO
19:56
03 FACEBOOK.COM
SOCIAL
10:20
SEARCH
08:49
04 BAIDU.COM
SEARCH
07:32
ADULT
13:01
05 WIKIPEDIA.ORG
REFERENCE
04:16
YIDIANZIXUN.COM
SEARCH
15:12
06 REDDIT.COM
SOCIAL
15:47
07
GOOGLE.CO.IN
SEARCH
07:47
07 YAHOO.COM
NEWS
04:03
08
SOGOU.COM
SEARCH
06:23
08 GOOGLE.CO.IN
SEARCH
07:05
09
XNXX.COM
ADULT
13:16
09 QQ.COM
NEWS
04:34
10
YAHOO.COM
NEWS
06:14
10 AMAZON.COM
SHOPPING
08:29
SOURCES: SIMILARWEB (DATA FOR NOVEMBER 2017); ALEXA (DATA FOR 3 MONTHS ENDING 12 JANUARY 2018). TIMES ARE IN MINUTES AND SECONDS.
JAN 2018 #
44
MOST COMMON LANGUAGES FOR WEB CONTENT W3TECHS ESTIMATES, BASED ON THE CONTENT OF THE WORLD’S TOP 10 MILLION WEBSITES
LANGUAGE
% WEBSITES
▲▼% Y-O-Y
#
LANGUAGE
01 ENGLISH (ALL)
51.2%
-2.1%
11
PERSIAN
1.7%
+13.3%
02 RUSSIAN
6.8%
+6.3%
12 TURKISH
1.4%
-12.5%
03 GERMAN
5.6%
+3.7%
13 DUTCH / FLEMISH
1.3%
-7.1%
04 JAPANESE
5.5%
-3.5%
14 KOREAN
1.0%
+11.1%
05 SPANISH (ALL)
5.1%
+2.0%
15 CZECH
0.9%
+12.5%
06 FRENCH
4.1%
+2.5%
16 ARABIC
0.7%
-12.5%
07 PORTUGUESE (ALL)
2.6%
-
17 VIETNAMESE
0.6%
-
08 ITALIAN
2.4%
+4.3%
18 GREEK
0.5%
-
09 CHINESE (ALL)
2.1%
+5.0%
19 SWEDISH
0.5%
-
10 POLISH
1.7%
-
20 HUNGARIAN
0.5%
+25.0%
SOURCES: W3TECHS, JANUARY 2018, INCLUDING WEB TRAFFIC RANKING DATA FROM ALEXA. LANGUAGE NAMES AS PER W3TECHS’S DEFINITIONS.
% WEBSITES
▲▼% Y-O-Y
TOP GOOGLE SEARCH QUERIES IN 2017
JAN 2018
45
BASED ON WORLDWIDE SEARCHES FOR FULL-YEAR 2017
#
QUERY
INDEX
VOLUME vs. 2016
#
QUERY
INDEX
VOLUME vs. 2016
01
100
-24%
11
13
-8%
02 YOUTUBE
60
-7%
12
YAHOO
12
-17%
03 GOOGLE
55
-13%
13
TRANSLATE
12
UNCHANGED
04 YOU
32
-10%
14
10
+22%
05 NEWS
21
UNCHANGED
15
HOT
10
UNCHANGED
06 WEATHER
20
+56%
16
CRAIGSLIST
9
-13%
07 GMAIL
17
-24%
17
MAPS
8
UNCHANGED
08 HOTMAIL
15
UNCHANGED
18
FACEBOOK LOGIN
8
-38%
09 AMAZON
15
+25%
19
EBAY
8
UNCHANGED
10
14
-27%
20 MAP
8
-14%
FB
SOURCE: GOOGLE TRENDS, JANUARY 2018.; KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE INDEX VALUES FOR EACH QUERY IN JANUARY 2018 TO JANUARY 2017.
46 SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018.
48% RUSSIA
38% 37% GERMANY
41% POLAND BELGIUM
41%
43% SOUTH KOREA FRANCE
44% JAPAN
46%
48% CANADA
HONG KONG
49% NETHERLANDS
52% PORTUGAL
56% NEW ZEALAND
53%
57% TAIWAN
ITALY
57% SPAIN
54%
57% MEXICO
U.S.A.
58% SWEDEN
54%
58% CHINA
U.K.
58%
60%
IRELAND
BRAZIL
61%
VIETNAM
58%
61%
MALAYSIA
AUSTRALIA
62%
65%
SAUDI ARABIA SINGAPORE
66%
SOUTH AFRICA
68%
THAILAND
70%
TURKEY
68%
71%
INDONESIA
ARGENTINA
72%
74%
PHILIPPINES KENYA
74%
MOROCCO
76%
79%
INDIA U.A.E.
80%
NIGERIA
JAN 2018
DIGITAL OPTIMISM
PERCENTAGE OF THE POPULATION THAT BELIEVES NEW TECHNOLOGIES OFFER MORE OPPORTUNITIES THAN RISKS
47 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. NOTE: USERS OF AD-BLOCKERS MAY NOT USE THEM ALL THE TIME, OR USE THEM ON ALL THE DEVICES THEY USE TO ACCESS THE INTERNET.
30%
JAPAN
GHANA
MOROCCO
18%
19%
21%
24%
27% SOUTH KOREA NIGERIA
28% KENYA
NETHERLANDS
34% EGYPT
35% ITALY
34%
36% AUSTRALIA
U.A.E.
36% FRANCE
34%
36% RUSSIA
BELGIUM
36% SAUDI ARABIA
38% VIETNAM
37%
38% HONG KONG
THAILAND
39% IRELAND
40% ARGENTINA
39%
40% TURKEY
SWEDEN
40%
SINGAPORE
41%
GERMANY
40%
41%
U.K.
PHILIPPINES
42%
NEW ZEALAND
40%
42%
SPAIN
MEXICO
42%
CANADA
40%
42%
PORTUGAL
BRAZIL
43%
POLAND
45%
MALAYSIA
43%
45%
U.S.A.
SOUTH AFRICA
46%
TAIWAN
INDONESIA
INDIA
CHINA
50%
52%
54%
JAN 2018
USE OF AD-BLOCKERS
PERCENTAGE OF INTERNET USERS WHO USE AN AD-BLOCKING TOOL TO PREVENT THE DISPLAY OF ADVERTISING CONTENT
HOOTSUITE’S PERSPECTIVE: INTERNET THEMES As consumers spend more time on digital channels, we’re seeing new types of behaviours emerge:
Online product research: Social media continues to grow as a source of information about products and brands. As GlobalWebIndex found, younger demographics are leading these shifts. But even among 55 to 64 year-olds, 20% say they’ve used social networks when researching products and services.
End-to-end social journeys: Emerging markets lead the way for using social at every step of their digital buying journey. According to PWC, 70% of Chinese consumers (versus 59% globally) use social as a source of inspiration for purchases, and 25% purchase directly through a social channel.
Social-first internet adoption: Social also drives internet adoption in developing countries. Pew Research Center found that online adults in emerging and developing nations are more likely to use social media when compared with their advancedeconomy counterparts.
Click here to watch our Social Trends 2018 webinar to explore the 5 trends that will change social marketing. 48
WE ARE SOCIAL’S ANALYSIS: THE FUTURE OF DIGITAL Accelerating internet adoption in the developing world has critical implications for the future of the net. Internet giants like Google, Facebook, and Alibaba will strive to create globally scalable products that address the needs of the ‘next billion’ as well as those of existing users, so we can expect to see every aspect of our digital experiences evolve in the coming months.
THE RISE OF VIDEO Audio-visual content is more accessible to people with lower levels of literacy or fluency in foreign languages
VOICE INPUT Voice control will soon replace keyboards and typing, especially for search and social media interactions
IMAGE SEARCH As the web moves to a more visual / video medium, image search will become an essential tool
VISUAL ADDRESSING URLs will evolve to cater to lower levels of literacy, as well as the shift to voice control instead of typing
Click here to download our Think Forward report to learn more about how to navigate the future forces in Digital and Social. 49
GLOBAL SOCIAL MEDIA USE 50
JAN 2018
SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS
ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION
TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION
3.196
42%
2.958
39%
BILLION
51
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
BILLION
JAN 2018
SOCIAL MEDIA PENETRATION BY REGION TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
NORTHERN EUROPE
66%
NORTHERN AMERICA
70%
WESTERN EUROPE THE CARIBBEAN
CENTRAL AMERICA
59%
EASTERN EUROPE
40%
54%
NORTHERN AFRICA WESTERN AFRICA
45%
52
CENTRAL ASIA
64%
SOUTHERN EUROPE
55%
38%
11%
MIDDLE AFRICA
SOUTH AMERICA
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
WESTERN ASIA
6% 7%
63% GLOBAL AVERAGE: 42%
12%
56%
31% SOUTHERN AFRICA
EASTERN ASIA
20% SOUTHERN ASIA
55%
SOUTHEAST ASIA
EASTERN AFRICA
55% OCEANIA
SOCIAL MEDIA USE: REGIONAL OVERVIEW
JAN 2018
MONTHLY ACTIVE SOCIAL MEDIA USERS (IN MILLIONS), AND SOCIAL MEDIA PENETRATION, BY REGION
1,053
SOCIAL MEDIA USERS, IN MILLIONS
360 270
255
106
104
90
86
69
41
30
23
20
18
10
9
20%
55%
63%
70%
55%
45%
59%
54%
38%
56%
66%
11%
7%
55%
31%
40%
6%
12%
SOUTHERN ASIA
SOUTHEAST ASIA
SOUTH AMERICA
NORTHERN AMERICA
WESTERN ASIA
EASTERN EUROPE
CENTRAL AMERICA
WESTERN EUROPE
NORTHERN AFRICA
SOUTHERN EUROPE
NORTHERN EUROPE
WESTERN AFRICA
EASTERN AFRICA
OCEANIA
SOUTHERN AFRICA
CARIBBEAN
MIDDLE AFRICA
CENTRAL ASIA
148
131
375 64% EASTERN ASIA
INTERNET PENETRATION
53
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
54 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NIGERIA
15% 10%
19% INDIA KENYA
19% GHANA
SOUTH AFRICA
EGYPT
32%
40%
42%
44% MOROCCO WORLDWIDE
45%
46% GERMANY POLAND
47%
49% RUSSIA
INDONESIA
JAPAN
VIETNAM
ITALY
SPAIN
FRANCE
BRAZIL
TURKEY
PHILIPPINES
MEXICO
PORTUGAL
NETHERLANDS
CHINA
IRELAND
BELGIUM
U.K.
CANADA
AUSTRALIA
U.S.A.
SWEDEN
THAILAND
NEW ZEALAND
SAUDI ARABIA
MALAYSIA
ARGENTINA
HONG KONG
TAIWAN
SINGAPORE
SOUTH KOREA
U.A.E.
56%
57%
57%
58%
58%
62%
63%
63%
64%
64%
64%
65%
65%
65%
66%
68%
69%
71%
73%
74%
74%
75%
75%
76%
78%
80%
83%
84%
99%
JAN 2018
SOCIAL MEDIA PENETRATION BY COUNTRY
MONTHLY ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
B GLO AL
AV ERAGE
JAN 2018
SOCIAL MEDIA PENETRATION RANKINGS BASED ON SOCIAL MEDIA PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST SOCIAL MEDIA PENETRATION
#
55
HIGHEST PENETRATION
LOWEST SOCIAL MEDIA PENETRATION
%
USERS
#
LOWEST PENETRATION
%
USERS
01 QATAR
99%
2,640,000
213 NORTH KOREA
0.06%
16,000
02 UNITED ARAB EMIRATES
99%
9,376,000
212 TURKMENISTAN
1%
33,000
03 KUWAIT
98%
4,100,000
211 ERITREA
1%
53,000
04 BRUNEI DARUSSALAM
95%
410,000
210 SOUTH SUDAN
1%
190,000
05 ARUBA
95%
100,000
209 CHAD
2%
280,000
06 BAHRAIN
92%
1,400,000
208 CENTRAL AFRICAN REPUBLIC
2%
97,000
07 CAYMAN ISLANDS
87%
54,000
207 NIGER
2%
480,000
08 SOUTH KOREA
84%
43,044,000
206 MALAWI
3%
490,000
09 SINGAPORE
83%
4,800,000
205 DEM. REP. OF THE CONGO
3%
2,200,000
10 MALTA
83%
360,000
204 BURUNDI
3%
340,000
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
56 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
8% 7%
SPAIN U.S.A.
(UNCHANGED) (UNCHANGED) TAIWAN
2% NETHERLANDS
U.A.E.
SOUTH KOREA
3%
5% HONG KONG
5%
6% NIGERIA
U.K.
6% FRANCE
6%
8% PORTUGAL
TURKEY
9% CANADA
6%
9% BELGIUM
AUSTRALIA
9% SINGAPORE
7%
9% MALAYSIA
BRAZIL
9% MEXICO
10% CHINA
9%
11%
SWEDEN
NEW ZEALAND
11%
IRELAND
10%
11%
THAILAND
ITALY
11%
JAPAN
10%
11%
EGYPT
13% 12%
ARGENTINA
14%
15%
15%
15%
13%
PHILIPPINES
WORLDWIDE
POLAND
MOROCCO
KENYA
RUSSIA
GERMANY
VIETNAM
SOUTH AFRICA
GHANA
INDONESIA
INDIA
SAUDI ARABIA
20%
20%
22%
23%
31%
32%
JAN 2018
ANNUAL GROWTH OF SOCIAL MEDIA USERS
YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE USING SOCIAL MEDIA IN EACH COUNTRY vs. JANUARY 2017
B GLO AL
AV ERAGE
JAN 2018
SOCIAL MEDIA GROWTH RANKINGS
BASED ON CHANGES IN ACTIVE SOCIAL MEDIA USERS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
LARGEST GROWTH IN NUMBER OF SOCIAL MEDIA USERS vs. 2017
▲ USERS
▲%
#
HIGHEST GROWTH (%)
▲%
▲ USERS
01 CHINA
84,630,000
10%
01
KIRIBATI
191%
21,000
02 INDIA
59,000,000
31%
02
TAJIKISTAN
172%
196,000
03 INDONESIA
24,000,000
23%
03
IRAN
135%
23,000,000
04 IRAN
23,000,000
135%
04
KYRGYZSTAN
117%
700,000
05 UNITED STATES
16,000,000
7%
05
KAZAKHSTAN
87%
2,700,000
06 VIETNAM
9,000,000
20%
06
UZBEKISTAN
69%
530,000
07 RUSSIA
8,826,800
15%
07
VANUATU
57%
25,000
08 BRAZIL
8,000,000
7%
08
COMOROS
57%
47,000
09 JAPAN
7,000,000
11%
09
SOLOMON ISLANDS
53%
26,000
10 MEXICO
7,000,000
9%
10
CAMBODIA
43%
2,100,000
#
57
LARGEST PERCENTAGE GROWTH IN SOCIAL MEDIA USERS vs. 2017
HIGHEST GROWTH (#)
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
58 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
0H 48M
2H 00M 1H 56M 1H 54M 1H 53M 1H 53M
CHINA SWEDEN U.K. NEW ZEALAND ITALY
1H 38M SPAIN
1H 12M SOUTH KOREA JAPAN
1H 13M
1H 20M NETHERLANDS GERMANY
1H 22M FRANCE
1H 34M
1H 39M AUSTRALIA
BELGIUM
1H 42M POLAND
1H 47M
2H 01M U.S.A.
IRELAND
2H 01M HONG KONG
1H 48M
2H 03M TAIWAN
CANADA
2H 06M
2H 10M SINGAPORE
PORTUGAL
2H 19M
2H 24M
MOROCCO RUSSIA
2H 26M
2H 34M
SAUDI ARABIA INDIA
2H 37M
VIETNAM
2H 48M
2H 54M
KENYA
SOUTH AFRICA
2H 56M
GHANA
2H 48M
2H 56M
U.A.E.
TURKEY
3H 00M
3H 07M
MEXICO
MALAYSIA
3H 09M
EGYPT
3H 02M
3H 09M
ARGENTINA
NIGERIA
3H 10M
3H 57M 3H 39M 3H 23M
THAILAND
INDONESIA
BRAZIL
PHILIPPINES
JAN 2018
TIME SPENT ON SOCIAL MEDIA
AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY VIA ANY DEVICE [SURVEY BASED]
JAN 2018 FACEBOOK YOUTUBE WHATSAPP FB MESSENGER WECHAT QQ INSTAGRAM TUMBLR** QZONE SINA WEIBO TWITTER BAIDU TIEBA* SKYPE* LINKEDIN** VIBER* SNAPCHAT** REDDIT LINE PINTEREST YY TELEGRAM* VKONTAKTE BBM* KAKAOTALK
59
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMS BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
2,167 1,500 1,300 1,300 980 843 800 794 568 376 330 300 300 260 260 255 250 203 200 117 100 97 63 49
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.
DATA CORRECT TO: 27 JANUARY 2018 SOCIAL NETWORK MESSENGER / CHAT APP / VOIP
JAN 2018
TOP MESSENGER APPS BY COUNTRY BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017
WHATSAPP (128) FACEBOOK MESSENGER (72) VIBER (10) WECHAT (3) LINE (3) TELEGRAM (3) IMO (3) KAKAOTALK (1) HANGOUTS (1) ANDROID MESSENGER (1) NO DATA (14)
60
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
JAN 2018
FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS
ANNUAL CHANGE IN FACEBOOK USERS vs. JANUARY 2017
PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE
PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE
PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE
2.17
+15%
88%
44%
56%
BILLION
61
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
JAN 2018
FACEBOOK’S TOP COUNTRIES AND CITIES COUNTRIES AND CITIES WITH THE LARGEST ACTIVE FACEBOOK USER BASES
COUNTRIES WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS
USERS
% TOTAL*
#
TOP CITIES
01 INDIA
250,000,000
12%
01
BANGKOK
22,000,000
1.0%
02 UNITED STATES
230,000,000
11%
02
DHAKA
20,000,000
0.9%
03 BRAZIL
130,000,000
6%
03
BEKASI
18,000,000
0.8%
04 INDONESIA
130,000,000
6%
04
JAKARTA
16,000,000
0.7%
05 MEXICO
83,000,000
4%
05
MEXICO CITY
14,000,000
0.6%
06 PHILIPPINES
67,000,000
3%
06
QUEZON CITY
14,000,000
0.6%
07 VIETNAM
55,000,000
3%
07
ISTANBUL
14,000,000
0.6%
08 THAILAND
51,000,000
2%
08
SÃO PAULO
13,000,000
0.6%
09 TURKEY
51,000,000
2%
09
CAIRO
13,000,000
0.6%
10 UNITED KINGDOM
44,000,000
2%
10
HO CHI MINH
13,000,000
0.6%
#
62
CITIES WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS
TOP COUNTRIES
USERS
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. *NOTE: ”% TOTAL” REPRESENTS THE PERCENTAGE SHARE OF TOTAL GLOBAL FACEBOOK MONTHLY ACTIVE USERS.
% TOTAL*
PROFILE OF FACEBOOK USERS
JAN 2018
BREAKDOWN OF FACEBOOK’S GLOBAL USERS BY AGE AND GENDER, IN MILLIONS
AGE
371
361 FEMALE MALE
250
260 201
TOTAL TOTAL
TOTAL
2,170,000,000
FEMALE FEMALE
MALE
44%
56%
13 – 17
180,000,000
4%
4%
18 – 24
610,000,000
12%
17%
25 – 34
630,000,000
12%
17%
35 – 44
360,000,000
7%
9%
45 – 54
200,000,000
5%
5%
55 – 64
110,000,000
3%
2%
65+
76,000,000
2%
2%
160
80
13 – 17 YEARS OLD 63
99
96
100 59
18 – 24 YEARS OLD
25 – 34 YEARS OLD
35 – 44 YEARS OLD
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL GLOBAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
45 – 54 YEARS OLD
53
55 – 64 YEARS OLD
39
37
65+ YEARS OLD
FEMALE FACEBOOK PENETRATION BY AGE
JAN 2018
64
64
65
63
61
62
60
59
57
58
56
55
54
53
51
52
50
49
47
SOURCES: BASED ON DATA FROM FACEBOOK, JANUARY 2018, AND DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (BOTH JANUARY 2018).
48
46
45
44
43
41
42
39
40
37
38
36
34
35
33
31
32
29
30
28
27
26
24
25
22
23
21
20
19
17
18
16
15
14
13
9%
20%
30%
36%
57%
56% 54% 59% 55% 49% 45% 46% 47% 43% 51% 42% 40% 38% 37% 37% 35% 33% 33% 31% 37% 32% 30% 29% 28% 29% 27% 27% 26% 24% 28% 23% 22% 22% 21% 21% 20% 18% 13%
72%
72% 70% 77% 67% 63% 80%
66%
77%
87%
FACEBOOK USERS WITH GENDER SET TO FEMALE, BY SELF-DECLARED AGE, COMPARED TO TOTAL FEMALE POPULATION AT EACH AGE
MALE FACEBOOK PENETRATION BY AGE
JAN 2018
76% 75% 80% 81%
65
64
65
63
61
62
60
59
57
58
56
55
54
53
51
SOURCES: BASED ON DATA FROM FACEBOOK, JANUARY 2018, AND DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (BOTH JANUARY 2018). WHITE BARS INDICATE AGES WHERE THE NUMBER OF FACEBOOK USERS WHOSE GENDER IS SET TO ‘MALE’ EXCEEDS THE TOTAL WORLD POPULATION OF MALES OF THAT AGE, ACCORDING TO DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
52
50
49
47
48
46
45
44
43
41
42
39
40
37
38
36
34
35
33
31
32
29
30
28
27
26
24
25
22
23
21
20
19
17
18
16
15
14
13
9%
20%
32% 38%
50% 47% 45% 44% 44% 40% 38% 39% 34% 40% 32% 30% 30% 29% 29% 27% 26% 25% 23% 27% 22% 21% 21% 20% 20% 18% 17% 16%
57% 53% 57% 49%
66%
67%
72%
78%
82%
100%
102% 95% 94% 102% 91%
112%
117%
FACEBOOK USERS WITH GENDER SET TO MALE, BY SELF-DECLARED AGE, COMPARED TO TOTAL MALE POPULATION AT EACH AGE
JAN 2018
FACEBOOK GENDER BALANCE RANKINGS COUNTRIES WITH THE GREATEST SKEW IN THE GENDER BALANCE OF MONTHLY ACTIVE FACEBOOK USERS
COUNTRIES WITH THE MOST SIGNIFICANT FEMALE SKEW ON FACEBOOK
#
66
HIGHEST FEMALE RATIO
%
COUNTRIES WITH THE MOST SIGNIFICANT MALE SKEW ON FACEBOOK
FEMALE USERS
#
HIGHEST MALE RATIO
%
MALE USERS
01 BELARUS
58%
1,200,000
01
YEMEN
85%
2,000,000
02 UKRAINE
57%
7,400,000
02
AFGHANISTAN
84%
3,000,000
03 MOLDOVA
56%
560,000
03
CHAD
82%
230,000
04 RUSSIA
56%
20,000,000
04
SOUTH SUDAN
82%
150,000
05 LATVIA
55%
510,000
05
NIGER
81%
390,000
06 VENEZUELA
55%
7,700,000
06
PAKISTAN
77%
27,100,000
07 KAZAKHSTAN
55%
3,200,000
07
INDIA
77%
192,300,000
08 FRENCH POLYNESIA
55%
94,000
08
MALI
76%
1,300,000
09 CURAÇAO
55%
71,000
09
QATAR
76%
2,400,000
10 MACAU
55%
230,000
10
OMAN
76%
2,000,000
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
JAN 2018
67
SHARE OF FACEBOOK USE BY DEVICE
BASED ON THE NUMBER OF ACTIVE USER ACCOUNTS ACCESSING THE PLATFORM VIA EACH DEVICE, IN MILLIONS
LAPTOPS & DESKTOPS
SMARTPHONES & TABLETS
FEATURE PHONES
TABLET DEVICES
31.8%
95.1%
0.5%
8.8%
ACTIVE USER ACCOUNTS:
ACTIVE USER ACCOUNTS:
ACTIVE USER ACCOUNTS:
ACTIVE USER ACCOUNTS:
687 MILLION
2,055 MILLION
10 MILLION
190 MILLION
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
JAN 2018 #
68
LANGUAGES SPOKEN BY FACEBOOK USERS
THE LANGUAGES SPOKEN BY THE GREATEST NUMBER OF USERS ON FACEBOOK (EITHER SELF-REPORTED, OR SET WITHIN PROFILE SETTINGS)
LANGUAGE
% TOTAL
NO. OF USERS
#
LANGUAGE
01 ENGLISH
50.9%
1,100,000,000
11
TURKISH
02 SPANISH
13.9%
300,000,000
03 HINDI
6.9%
04 INDONESIAN
% TOTAL
NO. OF USERS
2.5%
53,000,000
12 THAI
2.4%
52,000,000
150,000,000
13 BENGALI
1.9%
42,000,000
6.9%
150,000,000
14 GERMAN
1.9%
42,000,000
05 PORTUGUESE
6.9%
150,000,000
15 ITALIAN
1.7%
37,000,000
06 ARABIC
6.5%
140,000,000
16 CHINESE (ALL)
1.6%
34,000,000
07 FRENCH
5.1%
110,000,000
17 JAPANESE
1.5%
33,000,000
08 FILIPINO
2.9%
62,000,000
18 URDU
1.4%
30,000,000
09 VIETNAMESE
2.7%
58,000,000
19 KOREAN
0.9%
20,000,000
10 RUSSIAN
2.6%
56,000,000
20 POLISH
0.9%
19,000,000
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. LANGUAGE NAMES AS PER FACEBOOK’S DEFINITIONS.
JAN 2018
69
AVERAGE FACEBOOK PAGE POST REACH AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE MONTHLY CHANGE IN PAGE LIKES
AVERAGE POST REACH vs. PAGE LIKES
AVERAGE ORGANIC REACH vs. PAGE LIKES
PERCENTAGE OF PAGES USING PAID MEDIA
AVERAGE PAID REACH vs. TOTAL REACH
+0.20%
10.7%
8.0%
22.1%
26.8%
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED.
70 SOURCE: LOCOWISE, JANUARY 2018. FIGURES ARE AVERAGES FOR FULL-YEAR 2017.
7% 7% 6%
U.S.A. VIETNAM POLAND
3% 2%
GHANA EGYPT
1%
3% PHILIPPINES
JAPAN
3% INDONESIA
4%
5% SAUDI ARABIA THAILAND
5% KENYA
6%
7% U.A.E.
NIGERIA
7% INDIA
8% WORLDWIDE
7%
8% MALAYSIA
MEXICO
8% SINGAPORE
8%
8% SWEDEN
9% 9%
PORTUGAL
10%
10%
11%
11%
11%
11%
14%
14%
13%
12%
15% 15%
14%
13%
11%
10%
TAIWAN
IRELAND
BRAZIL
MOROCCO
U.K.
CANADA
ARGENTINA
ITALY
RUSSIA
TURKEY
SOUTH AFRICA
SOUTH KOREA
HONG KONG
AUSTRALIA
SPAIN
BELGIUM
NEW ZEALAND
FRANCE
GERMANY
NETHERLANDS
17%
22%
JAN 2018 THE AVERAGE ORGANIC REACH OF FACEBOOK PAGE POSTS COMPARED TO TOTAL PAGE LIKES
AVERAGE ORGANIC FACEBOOK REACH
B GLO AL
AV ERAGE
JAN 2018
FACEBOOK ORGANIC REACH RANKINGS BASED ON THE AVERAGE REACH OF FACEBOOK PAGE POSTS COMPARED TO TOTAL PAGE LIKES
COUNTRIES WITH THE HIGHEST PAGE ENGAGEMENT RATES ON FACEBOOK
71
#
COUNTRY
01
COUNTRIES WITH THE LOWEST PAGE ENGAGEMENT RATES ON FACEBOOK
ORGANIC REACH
#
FINLAND
34.6%
169
NAMIBIA
0.09%
02
VENEZUELA
27.3%
168
BENIN
0.13%
03
CAYMAN ISLANDS
24.7%
167
ZAMBIA
0.14%
04
ICELAND
23.6%
166
SIERRA LEONE
0.23%
05
BRUNEI DARUSSALAM
22.9%
165
LIBYA
0.25%
06
NETHERLANDS
22.5%
164
LESOTHO
0.32%
07
AUSTRIA
22.5%
163
MOZAMBIQUE
0.32%
08
GREECE
21.9%
162
CURAÇAO
0.33%
09
SLOVENIA
21.3%
161
TFYR MACEDONIA
0.38%
10
UKRAINE
19.6%
160
GUATEMALA
0.45%
SOURCE: LOCOWISE, JANUARY 2018.
COUNTRY
ORGANIC REACH
JAN 2018
72
AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS
AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS
AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS
AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS
4.20%
5.23%
4.42%
3.90%
3.70%
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME.
73 SOURCE: LOCOWISE, JANUARY 2018. FIGURES ARE AVERAGES FOR FULL-YEAR 2017.
4.06% 4.01% 3.99% 3.94% 3.93%
GERMANY ARGENTINA SPAIN IRELAND ITALY
2.26%
2.81% SWEDEN POLAND
2.89% SAUDI ARABIA
3.18% MEXICO
2.91%
3.19% U.A.E.
TURKEY
3.21% NIGERIA
2.91%
3.32% NEW ZEALAND
CANADA
3.39% EGYPT
3.70%
4.08% U.S.A.
AUSTRALIA
4.16% INDONESIA
3.75%
4.20% WORLDWIDE
INDIA
4.26%
SINGAPORE
3.75%
4.30%
VIETNAM
4.73%
SOUTH AFRICA
4.95%
4.96%
5.12%
5.27%
4.76%
U.K.
5.62%
5.74%
5.79%
5.82%
5.84%
5.90%
5.93%
5.41%
PORTUGAL
FRANCE
KENYA
BRAZIL
NETHERLANDS
SOUTH KOREA
RUSSIA
MOROCCO
HONG KONG
TAIWAN
MALAYSIA
PHILIPPINES
GHANA
JAPAN
THAILAND
BELGIUM
6.83%
6.99%
8.13%
JAN 2018 THE AVERAGE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE WHOM THOSE POSTS REACH
AVERAGE FACEBOOK ENGAGEMENT RATES
B GLO AL
AV ERAGE
JAN 2018
FACEBOOK PAGE ENGAGEMENT RATE RANKINGS
THE NUMBER OF PEOPLE WHO ENGAGE WITH FACEBOOK PAGES’ POSTS, COMPARED TO THE NUMBER OF PEOPLE WHOM THOSE POSTS REACH
COUNTRIES WITH THE HIGHEST PAGE ENGAGEMENT RATES ON FACEBOOK
74
#
COUNTRY
01
ST VINCENT & THE GRENADINES
10.0%
171 LESOTHO
0.7%
02
BRUNEI DARUSSALAM
9.8%
170 MALI
0.9%
03
UKRAINE
9.5%
169 NORWAY
1.1%
04
PERU
9.4%
168 THE BAHAMAS
1.1%
05
FRENCH GUIANA
9.2%
167 RWANDA
1.1%
06
KUWAIT
9.0%
166 KYRGYZSTAN
1.2%
07
HUNGARY
8.9%
165 SURINAME
1.3%
08
MALTA
8.5%
164 AFGHANISTAN
1.3%
09
BELGIUM
8.1%
163 VANUATU
1.5%
10
LEBANON
7.9%
162 LAOS
1.7%
SOURCE: LOCOWISE, JANUARY 2018.
ENGAGEMENT
COUNTRIES WITH THE LOWEST PAGE ENGAGEMENT RATES ON FACEBOOK
#
COUNTRY
ENGAGEMENT
JAN 2018
INSTAGRAM USAGE ANALYSIS AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
TOTAL NUMBER OF MONTHLY ACTIVE INSTAGRAM USERS
ACTIVE INSTAGRAM USERS AS A PERCENTAGE OF TOTAL POPULATION
FEMALE USERS AS A PERCENTAGE OF ALL ACTIVE INSTAGRAM USERS
MALE USERS AS A PERCENTAGE OF ALL ACTIVE INSTAGRAM USERS
800
11%
50.4%
49.6%
MILLION
75
SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
76 SOURCE: EXTRAPOLATION OF DATA FROM FACEBOOK, JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
4% KENYA
3%
4% INDIA
NIGERIA
4% GHANA
6%
9% PHILIPPINES
VIETNAM
10% MOROCCO
7%
10% EGYPT
SOUTH AFRICA
11% WORLDWIDE
POLAND
MEXICO
JAPAN
THAILAND
GERMANY
INDONESIA
RUSSIA
FRANCE
SOUTH KOREA
BELGIUM
ITALY
BRAZIL
SPAIN
CANADA
PORTUGAL
TAIWAN
IRELAND
ARGENTINA
U.K.
NEW ZEALAND
NETHERLANDS
U.S.A.
MALAYSIA
U.A.E.
HONG KONG
AUSTRALIA
SAUDI ARABIA
SINGAPORE
TURKEY
SWEDEN
14%
15%
17%
19%
19%
20%
20%
22%
22%
26%
27%
27%
28%
30%
30%
31%
31%
31%
32%
32%
32%
34%
35%
35%
35%
36%
36%
38%
41%
47%
JAN 2018
INSTAGRAM PENETRATION BY COUNTRY
THE NUMBER OF MONTHLY ACTIVE INSTAGRAM USERS, COMPARED TO TOTAL POPULATION
B GLO AL
AV ERAGE
PROFILE OF INSTAGRAM USERS
JAN 2018
BREAKDOWN OF INSTAGRAM’S GLOBAL USERS BY AGE AND GENDER, IN MILLIONS
AGE TOTAL
128 FEMALE
117
117
117
MALE
67
74
TOTAL 800,000,000
FEMALE
MALE
51%
49%
13 – 17
61,000,000
3%
4%
18 – 24
245,000,000
16%
15%
25 – 34
234,000,000
15%
15%
35 – 44
140,000,000
8%
9%
45 – 54
73,000,000
4%
5%
55 – 64
30,000,000
2%
2%
65+
17,000,000
1%
1%
41 28
33
33 13
13 – 17 YEARS OLD 77
18 – 24 YEARS OLD
25 – 34 YEARS OLD
35 – 44 YEARS OLD
45 – 54 YEARS OLD
SOURCES: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL GLOBAL INSTAGRAM USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
17
55 – 64 YEARS OLD
8
9
65+ YEARS OLD
JAN 2018
INSTAGRAM’S TOP COUNTRIES
COUNTRIES WITH THE LARGEST ACTIVE INSTAGRAM USER BASES, BY TOTAL NUMBER OF USERS AND BY PENETRATION
COUNTRIES WITH THE LARGEST NUMBER OF ACTIVE INSTAGRAM USERS
COUNTRY
USERS
PENETRATION
#
COUNTRY
01 UNITED STATES
110,000,000
34%
01
BRUNEI DARUSSALAM
49%
210,000
02 BRAZIL
57,000,000
27%
02
SWEDEN
47%
4,700,000
03 INDONESIA
53,000,000
20%
03
ARUBA
46%
49,000
04 INDIA
52,000,000
4%
04
CAYMAN ISLANDS
45%
28,000
05 TURKEY
33,000,000
41%
05
ICELAND
45%
150,000
06 RUSSIA
29,000,000
20%
06
NORWAY
43%
2,300,000
07 IRAN
24,000,000
29%
07
BAHRAIN
43%
660,000
08 JAPAN
22,000,000
17%
08
CYPRUS
42%
500,000
09 UNITED KINGDOM
21,000,000
32%
09
TURKEY
41%
33,000,000
10 MEXICO
20,000,000
15%
10
ISRAEL
39%
3,300,000
#
78
COUNTRIES WITH THE HIGHEST INSTAGRAM PENETRATION RATES
SOURCES: EXTRAPOLATION OF DATA FROM FACEBOOK, JANUARY 2018.
PENETRATION
USERS
JAN 2018
HASHTAG AND EMOJI RANKINGS
BASED ON THE NUMBER OF TIMES PEOPLE USED EACH HASHTAG ON INSTAGRAM IN 2017, AND CUMULATIVE EMOJI USE ON TWITTER SINCE JULY 2013
MOST-USED HASHTAGS ON INSTAGRAM IN 2017
79
MOST-USED EMOJI ON TWITTER (CUMULATIVE)
#
TOP INSTAGRAM HASHTAGS
#
EMOJI
01
#LOVE
01
02
#INSTAGOOD
02
03
#FASHION
03
04
#PHOTOOFTHEDAY
04
05
#BEAUTIFUL
05
06
#PICOFTHEDAY
06
07
#FITNESS
07
08
#STYLE
08
09
#TRAVEL
09
10
#HAPPY
10
😂 ❤ 😍 ♻ ♥ 😭 😊 😒 💕 😘
MOST-USED EMOJI ON TWITTER (CUMULATIVE)
USES ON TWITTER
#
EMOJI
1,955,000,000
11
918,000,000
12
727,000,000
13
688,000,000
14
665,000,000
15
556,000,000
16
510,000,000
17
454,000,000
18
402,000,000
19
395,000,000
20
😩 ☺ 👌 😔 😏 😁 😉 ⬅ 👍 😌
SOURCES: INSTAGRAM HASHTAGS: KLEAR, JANUARY 2018, BASED ON GLOBAL INSTAGRAM USAGE FOR FULL-YEAR 2017 (ALL LANGUAGES). TWITTER EMOJI: EMOJITRACKER, JANUARY 2018, BASED ON CUMULATIVE WORLDWIDE USES OF EACH EMOJI ON TWITTER BETWEEN 04 JULY 2013 AND 22 JANUARY 2018. FIGURES HAVE BEEN ROUNDED TO THE NEAREST MILLION.
USES ON TWITTER 359,000,000 344,000,000 320,000,000 295,000,000 287,000,000 282,000,000 228,000,000 226,000,000 198,000,000 190,000,000
WE ARE SOCIAL’S SOCIAL PREDICTIONS FOR 2018 Direct messenger marketing: as people spend more of their social media time in messengers, it will become increasingly important for brands to define how they can add value in these environments. The combined opportunities of messengers and commerce are spectacular, but brands will need to deliver relevance in a seamless, non-intrusive way. Social commerce: the value of social commerce is set to explode over the next few years, with Technavio predicting that revenues could reach US$165 billion by 2021. The existing success of Facebook Messenger bots, WeChat’s integrated payments system, and developments like Amazon’s Spark all point to a bright future for ‘socially integrated omnichannel’. Social search: social platforms continue to amass a wealth of data from people’s real-world behaviours, geo-tags, and interest insights. With the continued evolution of visual search, social platforms are becoming more and more popular places to search too, so we can expect to see more valuable innovations like Pinterest’s Lens in the coming months. Hyper-transparency: brands are in a race to win back people’s trust, and they need to go beyond words. In the era of ‘fake news’, mistrust of brands, media, and governments has gone into overdrive, so brands must be willing to talk openly about everything – not just the good bits. As a result, social media conversations and interactions will be ever more critical. Consumers as contributors: brands are increasingly being driven by the ideas of, and interactions with, their consumers. As a result, consumers are moving from passive buyers of a brand’s products, to actively shaping and defining the future of the brands they care about. As a result, a brand’s ‘community’ has the potential to become its most valuable asset.
To learn more about these themes and what they mean for your brand, click here to download our Think Forward report. 80
HOOTSUITE’S PERSPECTIVE: SOCIAL MEDIA THEMES Facebook: Global connectivity. Social marketing platform. Mobile video is Facebook’s biggest bet in 2018. But they’ll also boost brand discovery via the new Explore tab; use AI to encourage more people to join the 100 million people using Groups; and accelerate organic and paid Messenger interactions. YouTube: Mobile streaming and social TV platform. YouTube will expand their mass-market reach with original social TV programing from YouTube Red, live broadcasting, and YouTube TV. Mobile remains key, but YouTube also saw a 70 percent YOY increase in living room viewing. Instagram: Peer-to-peer sharing. Growing engaged communities. With the explosive popularity of Instagram stories (up to 250 million daily users) and enhanced live video features, Instagram’s focus will remain on organic engagement. In 2018, we’ll see mobile video engagement continue to rise and extended advertiser options, including ads in Stories. Snapchat: Mobile storytelling and brand discovery platform. Snapchat will look to differentiate as a platform, focusing on their ability to reach younger demographics at scale. Explore their self-serve ad tools, as well as searchable Stories, location-based Context Cards, and Snap Maps. LinkedIn: Professional conversation and content amplification platform. LinkedIn will continue their dominance with professionals, leveraging their CRM integrations and expanded social features. For content amplification, use their video creation tools and Snapchat-style geofilters for events and conference.
Click here to download our 2018 Social Media Trends Toolkit to align your strategy with the year’s key social network and digital trends. 81
GLOBAL MOBILE SOCIAL MEDIA USE 82
JAN 2018
MOBILE SOCIAL MEDIA PENETRATION BY REGION ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION
NORTHERN EUROPE
57%
NORTHERN AMERICA
61%
WESTERN EUROPE THE CARIBBEAN
CENTRAL AMERICA
56%
EASTERN EUROPE
37%
44%
NORTHERN AFRICA WESTERN AFRICA
37%
83
CENTRAL ASIA
64%
SOUTHERN EUROPE
46%
35%
10%
MIDDLE AFRICA
SOUTH AMERICA
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
WESTERN ASIA
5% 6%
57% GLOBAL AVERAGE: 39%
6%
48%
27% SOUTHERN AFRICA
EASTERN ASIA
19% SOUTHERN ASIA
51%
SOUTHEAST ASIA
EASTERN AFRICA
49% OCEANIA
MOBILE SOCIAL MEDIA USE: REGIONAL OVERVIEW
JAN 2018
MONTHLY MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY (IN MILLIONS), COMPARED TO POPULATION
1,051
MOBILE SOCIAL MEDIA USERS, IN MILLIONS
125
108
100
85
82
74
60
37
28
20
18
16
9
4
51%
57%
61%
46%
37%
56%
44%
35%
48%
57%
10%
6%
49%
27%
37%
5%
6%
84
SOUTHERN ASIA
SOUTHEAST ASIA
SOUTH AMERICA
NORTHERN AMERICA
WESTERN ASIA
EASTERN EUROPE
CENTRAL AMERICA
WESTERN EUROPE
NORTHERN AFRICA
SOUTHERN EUROPE
NORTHERN EUROPE
WESTERN AFRICA
EASTERN AFRICA
OCEANIA
SOUTHERN AFRICA
CARIBBEAN
MIDDLE AFRICA
CENTRAL ASIA
221
330
19%
245
348 64% EASTERN ASIA
MOBILE SOCIAL PENETRATION
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
85 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
28%
36% 36%
GERMANY EGYPT
NIGERIA
14% 9%
17% GHANA KENYA
17% INDIA
SOUTH AFRICA
37%
39% RUSSIA POLAND
39%
56%
57%
57%
54%
54%
55%
55%
50% 48%
59%
57%
52%
63%
65%
60%
57%
67%
69%
66%
61%
75%
76%
70%
67%
61%
56%
51%
45% 42% WORLDWIDE
MOROCCO
INDONESIA
FRANCE
SPAIN
ITALY
VIETNAM
TURKEY
SAUDI ARABIA
BELGIUM
PORTUGAL
JAPAN
IRELAND
CANADA
BRAZIL
U.K.
NETHERLANDS
PHILIPPINES
MEXICO
AUSTRALIA
U.S.A.
SWEDEN
CHINA
NEW ZEALAND
THAILAND
ARGENTINA
MALAYSIA
HONG KONG
SINGAPORE
TAIWAN
SOUTH KOREA
U.A.E.
84%
92%
JAN 2018
MOBILE SOCIAL MEDIA PENETRATION BY COUNTRY ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION
B GLO AL
AV ERAGE
JAN 2018
MOBILE SOCIAL MEDIA PENETRATION RANKINGS BASED ON MOBILE SOCIAL MEDIA PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST MOBILE SOCIAL MEDIA PENETRATION
#
86
HIGHEST PENETRATION
LOWEST MOBILE SOCIAL MEDIA PENETRATION
%
USERS
#
LOWEST PENETRATION
%
USERS
01 UNITED ARAB EMIRATES
92%
8,700,000
213 NORTH KOREA
0.04%
9,200
02 ARUBA
86%
91,000
212 TURKMENISTAN
0.3%
16,000
03 QATAR
86%
2,300,000
211 ERITREA
0.9%
47,000
04 SOUTH KOREA
84%
43,044,000
210 SOUTH SUDAN
1.3%
170,000
05 BRUNEI DARUSSALAM
81%
350,000
209 CHAD
1.7%
260,000
06 CAYMAN ISLANDS
77%
48,000
208 CENTRAL AFRICAN REPUBLIC
1.8%
85,000
07 TAIWAN
76%
18,000,000
207 TAJIKISTAN
1.9%
170,000
08 SINGAPORE
75%
4,300,000
206 NIGER
2.0%
440,000
09 CURAÇAO
75%
120,000
205 MALAWI
2.4%
450,000
10 KUWAIT
74%
3,100,000
204 DEM. REP. OF THE CONGO
2.4%
2,000,000
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
JAN 2018
MOBILE SOCIAL MEDIA GROWTH RANKINGS
BASED ON CHANGES IN MOBILE-ACTIVE SOCIAL MEDIA USERS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
LARGEST GROWTH IN NUMBER OF MOBILE SOCIAL MEDIA USERS vs. 2016
▲ USERS
▲%
#
HIGHEST GROWTH (%)
▲%
▲ USERS
01 CHINA
84,630,000
10%
01
KIRIBATI
200%
20,000
02 INDIA
63,000,000
38%
02 IRAN
135%
23,000,000
03 INDONESIA
28,000,000
30%
03 TAJIKISTAN
94%
82,220
04 IRAN
23,000,000
135%
04 VANUATU
66%
25,000
05 RUSSIA
10,507,795
23%
05 COMOROS
64%
47,000
06 BRAZIL
10,000,000
9%
06 SOLOMON ISLANDS
62%
26,000
07 UNITED STATES
10,000,000
5%
07
59%
240,000
08 MEXICO
9,000,000
13%
08 LAOS
47%
700,000
09 VIETNAM
9,000,000
22%
09 CHAD
44%
80,000
10 PHILIPPINES
8,000,000
15%
10
43%
1,900,000
#
87
LARGEST PERCENTAGE GROWTH IN MOBILE SOCIAL MEDIA USERS vs. 2016
HIGHEST GROWTH (#)
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
KYRGYZSTAN
CAMBODIA
HOOTSUITE’S PERSPECTIVE: MOBILE SOCIAL THEMES
According to comScore, one in every three minutes on mobile is spent using a social app. Whether reading the news or hunting for product reviews, spending time on mobile is now synonymous with social networking.
Mobile video is the dominant social content format. But it’s getting harder to stand out. 46% of respondents to Hootsuite’s annual Social Trends Survey say that they’re already implementing social videos.
We’ve seen passive content consumption on mobile climb. For example, 60% of internet users primarily use social sites to find entertainment (which is why social networks are racing to fill feeds with short bursts of mobile video content).
For Hootsuite’s recommendations on mobile and social video, click here to see our 2018 Social Trends Report. 88
WE ARE SOCIAL’S PREDICTIONS: MOBILE SOCIAL With 93% of the world’s social media users accessing social via smartphones and tablets, mobile already sits at the heart of today’s social media experiences. The latest data and trends suggest that our mobile social experiences will evolve considerably in the coming months though, with the emphasis clearly on the importance of human interaction and conversation. Key themes include:
MORE ACTIVE CONVERSATION Social media platforms will (re)prioritise the interactions between people over passive media consumption
VIDEO CHAT Live video chat and short recorded videos will increasingly replace text messaging, especially in chat apps
AUGMENTED INTERACTIONS AR functionality will add variety and useful annotation options to our live video conversations
For more trends in Social and Mobile, click here to download our Think Forward report. 89
REAL-WORLD INTEGRATION Expect to see live messenger support and social payments integrated into more real-world settings
GLOBAL MOBILE USE 90
JAN 2018
MOBILE USERS vs. MOBILE CONNECTIONS COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET)
MOBILE PENETRATION (UNIQUE USERS vs. TOTAL POPULATION)
TOTAL NUMBER OF MOBILE CONNECTIONS
MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION
AVERAGE NUMBER OF CONNECTIONS PER UNIQUE MOBILE USER
5.135
68%
8.485
112%
1.65
BILLION
91
BILLION
SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
UNIQUE MOBILE USER PENETRATION BY COUNTRY
92
54% NIGERIA
56% KENYA
58% PHILIPPINES
66% ARGENTINA
62%
66% EGYPT
MEXICO
67% SOUTH AFRICA
63%
67% GHANA
SOURCES: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE, JANUARY 2018; KEPIOS ANALYSIS. NOTES: WE’VE USED DIFFERENT SOURCES FOR THIS YEAR’S UNIQUE MOBILE USER DATA vs. OUR DIGITAL IN 2017 REPORTS, SO NUMBERS WILL NOT BE DIRECTLY COMPARABLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
AV ERAGE
INDIA
67% INDONESIA
70% MOROCCO
68%
71% SAUDI ARABIA
WORLDWIDE
72% CANADA
68%
72% U.S.A.
MALAYSIA
73% TURKEY
68%
73% NEW ZEALAND
BRAZIL
73%
B GLO AL
VIETNAM
74% IRELAND
75% FRANCE
75% U.K.
77% BELGIUM
77% U.A.E.
78% AUSTRALIA
79% JAPAN
79% PORTUGAL
79% SWEDEN
79% CHINA
79% RUSSIA
79% GERMANY
79% TAIWAN
80% NETHERLANDS
80% SPAIN
80% THAILAND
81% POLAND
82%
UNIQUE INDIVIDUALS USING MOBILE PHONES OF ANY TYPE BY COUNTRY, COMPARED TO NATIONAL POPULATIONS
SINGAPORE
83% ITALY
83% HONG KONG
SOUTH KOREA
84%
JAN 2018
JAN 2018
UNIQUE MOBILE USER PENETRATION BY REGION THE NUMBER OF UNIQUE MOBILE USERS IN EACH COUNTRY COMPARED TO THE TOTAL POPULATION
COMMONWEALTH OF INDEPENDENT STATES NORTHERN AMERICA
EUROPE
80%
85%
83%
60%
73%
46% SUB-SAHARAN AFRICA
93
SOURCE: EXTRAPOLATED FROM DATA FROM GSMA INTELLIGENCE, 2017.
ASIAPACIFIC
69%
LATIN AMERICA
GLOBAL AVERAGE: 68%
MIDDLE EAST & NORTH AFRICA
JAN 2018
PERSPECTIVE: MOBILE USERS vs. CONNECTIONS COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS IN USE
GSMA INTELLIGENCE DATA TOTAL NUMBER OF MOBILE USERS (UNIQUE INDIVIDUALS)
TOTAL NUMBER OF MOBILE CONNECTIONS
TOTAL NUMBER OF MOBILE USERS (UNIQUE INDIVIDUALS)
TOTAL NUMBER OF MOBILE CONNECTIONS
5.135
8.485
5.300
7.800
BILLION
94
ERICSSON MOBILITY REPORT DATA
BILLION
SOURCES: GSMA INTELLIGENCE, JANUARY 2018; ERICSSON MOBILITY REPORT, NOVEMBER 2017.
BILLION
BILLION
JAN 2018
MOBILE CONNECTIVITY BY REGION THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS)
NORTHERN EUROPE
123%
NORTHERN AMERICA
103%
WESTERN EUROPE THE CARIBBEAN
CENTRAL AMERICA
96%
EASTERN EUROPE
74%
119%
NORTHERN AFRICA WESTERN AFRICA
157%
95
SOUTH AMERICA
CENTRAL ASIA
103%
SOUTHERN EUROPE
108%
106%
89%
MIDDLE AFRICA
WESTERN ASIA
58% 61%
115% GLOBAL AVERAGE: 112%
98%
126%
147% SOUTHERN AFRICA
SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
EASTERN ASIA
91% SOUTHERN ASIA
141%
SOUTHEAST ASIA
EASTERN AFRICA
110% OCEANIA
MOBILE CONNECTIVITY: REGIONAL OVERVIEW MOBILE CONNECTIONS (IN MILLIONS), AND MOBILE CONNECTIONS AS A PERCENTAGE OF POPULATION, BY REGION
MOBILE SUBSCRIPTIONS, IN MILLIONS
1,700
1,710
JAN 2018
260
250
231
194
172
128
97
96
70
45
33
103%
89%
108%
61%
106%
119%
126%
96%
123%
58%
147%
98%
110%
74%
96
EASTERN ASIA
SOUTHEAST ASIA
SOUTH AMERICA
EASTERN EUROPE
NORTHERN AMERICA
WESTERN AFRICA
WESTERN ASIA
EASTERN AFRICA
NORTHERN AFRICA
WESTERN EUROPE
SOUTHERN EUROPE
CENTRAL AMERICA
NORTHERN EUROPE
MIDDLE AFRICA
SOUTHERN AFRICA
CENTRAL ASIA
OCEANIA
CARIBBEAN
293
157%
336
115%
373
141%
457
103%
492 91% SOUTHERN ASIA
920
MOBILE SUBSCRIPTIONS vs. POPULATION
SOURCES: GSMA INTELLIGENCE, Q4 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018.
97 SOURCES: GSMA INTELLIGENCE, Q4 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018.
112% 110% 108% 105% 103% 102% 99% 98% 98%
WORLDWIDE U.K. BELGIUM U.S.A. NETHERLANDS EGYPT CHINA IRELAND FRANCE
77%
84% NIGERIA KENYA
85% MEXICO
89%
113% BRAZIL
CANADA
115% PHILIPPINES
90%
116% SOUTH KOREA
INDIA
118% MOROCCO
90%
119%
128%
130%
131%
132%
133%
135%
GHANA
TURKEY
143%
146%
150%
135%
120%
153%
153%
153%
176%
171%
172%
157%
150%
135%
SPAIN
ITALY
AUSTRALIA
POLAND
TAIWAN
MALAYSIA
NEW ZEALAND
GERMANY
THAILAND
ARGENTINA
PORTUGAL
SINGAPORE
JAPAN
SOUTH AFRICA
VIETNAM
SWEDEN
INDONESIA
SAUDI ARABIA
HONG KONG
RUSSIA
U.A.E.
202%
JAN 2018
MOBILE CONNECTIVITY BY COUNTRY
MOBILE CONNECTIONS BY COUNTRY, COMPARED TO NATIONAL POPULATIONS
B GLO AL
AV ERAGE
JAN 2018
MOBILE CONNECTIVITY RANKINGS
BASED ON MOBILE CONNECTIONS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST RATIO OF MOBILE CONNECTIONS TO POPULATION
#
98
HIGHEST CONNECTIVITY
LOWEST RATIO OF MOBILE CONNECTIONS TO POPULATION
%
SUBS
#
LOWEST CONNECTIVITY
%
SUBS
01 MACAU
292%
1,833,870
212 ERITREA
14%
695,228
02 BAHRAIN
229%
3,496,213
211 NORTH KOREA
15%
3,890,551
03 UNITED ARAB EMIRATES
202%
19,177,938
210 SOUTH SUDAN
16%
2,060,413
04 MALDIVES
188%
829,886
209 KIRIBATI
21%
24,277
05 FINLAND
187%
10,348,193
208 MICRONESIA
21%
22,244
06 SAINT KITTS & NEVIS
187%
103,879
207 MADAGASCAR
37%
9,672,134
07 CAMBODIA
181%
29,195,212
206 DJIBOUTI
39%
377,477
08 ANTIGUA & BARBUDA
179%
183,840
205 SOMALIA
41%
6,114,871
09 KUWAIT
178%
7,396,848
204 MALAWI
41%
7,775,612
10 RUSSIA
176%
253,593,955
203 CUBA
41%
4,736,294
SOURCES: GSMA INTELLIGENCE, Q4 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018.
JAN 2018
MOBILE CONNECTIONS BY DEVICE
BASED ON GLOBAL SMARTPHONE CONNECTIONS COMPARED TO TOTAL GLOBAL MOBILE CONNECTIONS
TOTAL GLOBAL CONNECTIONS (ALL DEVICES)*
CONNECTIONS USED ON SMARTPHONE DEVICES
SHARE OF SMARTPHONE CONNECTIONS vs. TOTAL CONNECTIONS
CONNECTIONS USED ON FEATUREPHONE DEVICES
SHARE OF FEATUREPHONE CONNECTIONS vs. TOTAL CONNECTIONS
8.485
4.836
57%
3.389
40%
BILLION
99
BILLION
SOURCES: GSMA INTELLIGENCE, Q4 2017 & Q1 2018; ERICSSON MOBILITY REPORT, NOVEMBER 2017. *NOTE: TOTAL GLOBAL CONNECTIONS INCLUDE APPROXIMATELY 260 MILLION MOBILE CONNECTIONS (3.1% OF THE TOTAL) USED BY PCS, TABLETS, AND MOBILE ROUTER DEVICES.
BILLION
JAN 2018
MOBILE CONNECTIONS BY TYPE BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
TOTAL NUMBER OF MOBILE CONNECTIONS
MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION
PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID
PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID
PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G)
8.485
112%
76%
24%
61%
BILLION
100
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
101 SOURCE: GSMA INTELLIGENCE, Q4 2017.
59%
74% 73%
MALAYSIA ARGENTINA
33% U.K.
JAPAN
SOUTH KOREA
FRANCE
CANADA
TAIWAN
10%
0.4%
6%
15%
18%
21%
24% U.S.A. SWEDEN
24% NETHERLANDS
27%
33% AUSTRALIA
36% 33%
SPAIN
41% 39%
POLAND
BELGIUM
SINGAPORE
HONG KONG
43%
49% IRELAND GERMANY
50% TURKEY
PORTUGAL
NEW ZEALAND
53%
75%
RUSSIA
70%
76%
WORLDWIDE
BRAZIL
77%
79%
CHINA
THAILAND
81%
ITALY
83% 81%
92%
88%
85%
95%
96%
96%
97%
98%
94%
88%
85%
SAUDI ARABIA
U.A.E.
MEXICO
SOUTH AFRICA
EGYPT
VIETNAM
MOROCCO
INDIA
PHILIPPINES
KENYA
NIGERIA
GHANA
INDONESIA
JAN 2018
SHARE OF PRE-PAID CONNECTIONS
MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE, AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS
B GLO AL
AV ERAGE
JAN 2018
MOBILE CONTRACTS: PRE-PAID vs. POST-PAID BASED ON MOBILE CONNECTIONS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
PRE-PAID MOBILE CONTRACTS AS A PERCENTAGE OF ALL CONTRACTS
102
POST-PAID MOBILE CONTRACTS AS A PERCENTAGE OF ALL CONTRACTS
#
HIGHEST RATIO OF PRE-PAID
% SHARE
#
HIGHEST RATIO OF POST-PAID
01
NORTH KOREA
100.0%
01
JAPAN
99.7%
02
BURKINA FASO
99.8%
02
SOUTH KOREA
94.2%
03
BURUNDI
99.7%
03
FINLAND
91.4%
04
GUINEA-BISSAU
99.6%
04
FRANCE
89.9%
05
SOUTH SUDAN
99.5%
05
DENMARK
89.6%
06
CÔTE D'IVOIRE
99.4%
06
NORWAY
87.5%
07
TIMOR-LESTE
99.4%
07
CANADA
85.3%
08
MALI
99.2%
08
JERSEY
83.9%
09
GUINEA
99.0%
09
TAIWAN
81.5%
10
SENEGAL
99.0%
10
ESTONIA
81.2%
SOURCE: GSMA INTELLIGENCE, Q4 2017.
% SHARE
103 SOURCE: GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX. FOR MORE INFORMATION, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
69.85 68.86 68.05 67.62
MALAYSIA SAUDI ARABIA THAILAND ARGENTINA
42.02 41.66 KENYA
48.54 INDIA NIGERIA
48.73 GHANA
52.71
54.95 EGYPT INDONESIA
55.14
59.65 VIETNAM MOROCCO
59.97
61.80 PHILIPPINES SOUTH AFRICA
62.75
64.33 BRAZIL
TURKEY
65.98
70.34 RUSSIA
MEXICO
70.73 CHINA
72.29
75.97 POLAND U.A.E.
76.23 ITALY
78.91
SPAIN
77.12
79.17
JAPAN
PORTUGAL
79.73
82.00
GERMANY
FRANCE
82.08
U.K.
80.01
82.12
SOUTH KOREA
HONG KONG
82.22
CANADA
80.17
82.44
IRELAND
BELGIUM
82.74
NETHERLANDS
80.56
83.21
SWEDEN
U.S.A.
83.42
85.17
87.29
SINGAPORE
NEW ZEALAND
AUSTRALIA
JAN 2018
GSMA INTELLIGENCE’S CONNECTIVITY INDEX
GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY (SCORES OUT OF A MAXIMUM OF 100)
GLOBAL MOBILE INTERNET USE 104
JAN 2018
BROADBAND MOBILE CONNECTIVITY THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO POPULATION
NORTHERN EUROPE
109%
NORTHERN AMERICA
95%
WESTERN EUROPE THE CARIBBEAN
CENTRAL AMERICA
62%
EASTERN EUROPE
30%
98%
NORTHERN AFRICA WESTERN AFRICA
92%
105
SOUTH AMERICA
CENTRAL ASIA
87%
SOUTHERN EUROPE
63%
59%
33%
MIDDLE AFRICA
WESTERN ASIA
12% 22%
82% GLOBAL AVERAGE: 63%
40%
97%
83% SOUTHERN AFRICA
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
EASTERN ASIA
31% SOUTHERN ASIA
81%
SOUTHEAST ASIA
EASTERN AFRICA
98% OCEANIA
MOBILE BROADBAND: REGIONAL OVERVIEW
JAN 2018
MOBILE BROADBAND CONNECTIONS (IN MILLIONS), AND AS A PERCENTAGE OF POPULATION, BY REGION
1,436
MOBILE BROADBAND CONNECTIONS, IN MILLIONS
346
190
170
149
138
123
114
111
95
55
40
29
21
13
81%
82%
95%
92%
98%
63%
97%
59%
33%
109%
62%
22%
83%
98%
40%
12%
30%
SOUTHEAST ASIA
SOUTH AMERICA
NORTHERN AMERICA
EASTERN EUROPE
WESTERN EUROPE
WESTERN ASIA
SOUTHERN EUROPE
NORTHERN AFRICA
WESTERN AFRICA
NORTHERN EUROPE
CENTRAL AMERICA
EASTERN AFRICA
SOUTHERN AFRICA
OCEANIA
CENTRAL ASIA
MIDDLE AFRICA
CARIBBEAN
106
269
351 31% SOUTHERN ASIA
531
87% EASTERN ASIA
585
INTERNET PENETRATION
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
107
35%
129% 127%
AUSTRALIA PORTUGAL
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
KENYA
INDIA
NIGERIA
TURKEY
22%
29%
58% MOROCCO
49%
52%
59% EGYPT
VIETNAM
61% MEXICO
80% IRELAND
63%
81% CHINA
WORLDWIDE
81% FRANCE
65%
82% BELGIUM
PHILIPPINES
84% CANADA
66%
84% INDONESIA
GHANA
86%
94% BRAZIL
NETHERLANDS
97% U.S.A.
88%
98% RUSSIA
SOUTH AFRICA
98%
U.K.
90%
99%
SPAIN
102%
POLAND
107% 103%
ARGENTINA
116% 111%
ITALY
MALAYSIA
GERMANY
SOUTH KOREA
122%
131%
TAIWAN
NEW ZEALAND
134%
THAILAND
137%
141%
HONG KONG SAUDI ARABIA
142%
148%
JAPAN SWEDEN
150%
162%
SINGAPORE
U.A.E.
JAN 2018
MOBILE BROADBAND CONNECTIVITY
THE NUMBER OF ACTIVE MOBILE BROADBAND CONNECTIONS COMPARED TO TOTAL POPULATION
JAN 2018
MOBILE BROADBAND PENETRATION RANKINGS BASED ON MOBILE BROADBAND CONNECTIONS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST RATIO OF 3G & 4G CONNECTIONS vs. POPULATION
#
108
HIGHEST PENETRATION
%
LOWEST RATIO OF 3G & 4G MOBILE CONNECTIONS vs. POPULATION
SUBS
#
LOWEST PENETRATION
%
SUBS
01 MACAU
290%
1,816,632
207 COMOROS
0.2%
1,319
02 FINLAND
163%
9,012,241
206 EQUATORIAL GUINEA
0.5%
6,210
03 UNITED ARAB EMIRATES
162%
15,319,337
205 NIGER
2.1%
454,752
04 KUWAIT
159%
6,608,344
204 CENTRAL AFRICAN REPUBLIC
2.1%
99,755
05 BAHRAIN
153%
2,345,260
203 KIRIBATI
3.7%
4,399
06 SINGAPORE
150%
8,607,122
202 SOMALIA
4.1%
607,207
07 JAPAN
148%
188,852,882
201 GUYANA
4.8%
37,818
08 SWEDEN
142%
14,093,584
200 SOUTH SUDAN
5.2%
669,016
09 DENMARK
141%
8,090,101
199 GREENLAND
5.4%
3,077
10 HONG KONG
141%
10,409,542
198 BURUNDI
6.5%
722,294
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
109 SOURCE: GSMA INTELLIGENCE, Q4 2017.
55% 54%
TURKEY INDONESIA
KENYA
INDIA
VIETNAM
NIGERIA
29%
33%
56% RUSSIA
34%
56% GHANA
41%
56% PHILIPPINES
49%
58% EGYPT
MOROCCO
58%
61%
63%
SOUTH AFRICA
WORLDWIDE
ARGENTINA
MEXICO
BELGIUM
POLAND
U.A.E.
ITALY
SAUDI ARABIA
MALAYSIA
CHINA
IRELAND
HONG KONG
GERMANY
SPAIN
FRANCE
BRAZIL
NETHERLANDS
PORTUGAL
U.K.
NEW ZEALAND
U.S.A.
SWEDEN
CANADA
THAILAND
JAPAN
SOUTH KOREA
AUSTRALIA
TAIWAN
SINGAPORE
72%
76%
78%
80%
80%
80%
80%
82%
82%
82%
82%
83%
83%
83%
83%
87%
89%
91%
93%
93%
94%
99%
99%
100%
100%
100%
100%
JAN 2018
MOBILE BROADBAND’S SHARE OF CONNECTIONS
ACTIVE 3G & 4G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS
B GLO AL
AV ERAGE
JAN 2018
MOBILE BROADBAND SHARE RANKINGS
BASED ON MOBILE BROADBAND CONNECTIONS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST RATIO OF 3G & 4G CONNECTIONS vs. ALL CONNECTIONS
#
110
HIGHEST BROADBAND RATIO
%
BROADBAND CONNECTIONS
LOWEST RATIO OF 3G & 4G MOBILE CONNECTIONS vs. ALL CONNECTIONS
#
LOWEST BROADBAND RATIO
%
BROADBAND CONNECTIONS
01 NORTH KOREA
100.0%
3,890,551
01 COMOROS
0.3%
1,319
02 SINGAPORE
100.0%
8,607,122
02 EQUATORIAL GUINEA
0.9%
6,210
03 TAIWAN
99.9%
31,072,273
03 GREENLAND
4.8%
3,077
04 AUSTRALIA
99.8%
31,858,044
04 NIGER
4.8%
454,752
05 SOUTH KOREA
99.5%
59,126,290
05 CENTRAL AFRICAN REPUBLIC
4.9%
99,755
06 MACAU
99.1%
1,816,632
06 GUYANA
6.1%
37,818
07 JAPAN
98.7%
188,852,882
07 SOMALIA
9.9%
607,207
08 THAILAND
98.6%
92,317,514
08 CAMEROON
10.2%
2,230,924
09 CANADA
94.4%
30,932,180
09 GABON
10.2%
319,406
10 ISRAEL
93.1%
9,372,114
10 ST VINCENT & THE GRENADINES
10.5%
14,564
SOURCE: GSMA INTELLIGENCE, Q4 2017.
111 SOURCE: OOKLA SPEEDTEST, DECEMBER 2017.
16.0 15.4 15.1 14.5
MALAYSIA EGYPT KENYA ARGENTINA
10.5 9.8 9.2 9.1
NIGERIA INDONESIA GHANA INDIA
13.5
16.2 SAUDI ARABIA
PHILIPPINES
16.4 BRAZIL
13.6
16.4 MOROCCO
THAILAND
16.7
20.2 IRELAND RUSSIA
20.3
21.3 WORLDWIDE VIETNAM
21.7
22.9 POLAND MEXICO
23.0
27.2
30.7
31.2
31.3
36.8
34.7
34.9
32.5
30.5 27.6
26.4 24.1 JAPAN
PORTUGAL
GERMANY
U.S.A.
U.K.
FRANCE
ITALY
TURKEY
SPAIN
CHINA
HONG KONG
TAIWAN
SWEDEN
NEW ZEALAND
SOUTH KOREA
BELGIUM
CANADA
AUSTRALIA
U.A.E.
SINGAPORE
NETHERLANDS
40.9
43.0
44.2
45.6
48.9
50.2
54.0
54.2
JAN 2018
AVERAGE MOBILE CONNECTION SPEEDS
AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
B GLO AL
AV ERAGE
JAN 2018
GROWTH IN MOBILE’S SHARE OF WEB TRAFFIC PERCENTAGE OF ALL GLOBAL WEB PAGES SERVED TO MOBILE PHONES IN JANUARY OF EACH YEAR
50.3%
52.2%
43.6% 35.1% 27.1% 16.2% 10.7% 0.7% 2009
112
2.9% 2010
6.1%
2011
2012
SOURCE: BASED ON DATA COLLECTED EACH JANUARY FROM STATCOUNTER.
2013
2014
2015
2016
2017
2018
JAN 2018
113
SHARE OF MOBILE WEB BY MOBILE OS BASED ON EACH OPERATING SYSTEM’S SHARE OF ALL GLOBAL MOBILE WEB REQUESTS
PERCENTAGE OF MOBILE WEB REQUESTS FROM ANDROID DEVICES
PERCENTAGE OF MOBILE WEB REQUESTS FROM APPLE IOS DEVICES
PERCENTAGE OF MOBILE WEB REQUESTS FROM OTHER MOBILE OPERATING SYSTEMS
73.5%
19.9%
6.6%
SOURCE: STATCOUNTER, JANUARY 2018.
JAN 2018
114
SHARE OF FACEBOOK ACCESS
BASED ON EACH OPERATING SYSTEM’S SHARE OF GLOBAL FACEBOOK USERS ACCESSING VIA SMARTPHONES AND / OR TABLETS
PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA ANDROID DEVICES
PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA APPLE IOS DEVICES
PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA OTHER MOBILE OPERATING SYSTEMS
76.2%
15.5%
8.3%
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
GLOBAL MOBILE DATA GROWTH
JAN 2018
TOTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
12
10
MONTHLY MOBILE DATA USED BY THE AVERAGE SMARTPHONE WORLDWIDE:
8
2.9GB
6
4
2
Q3 2012
115
Q4 2012
Q1 2013
Q2 2013
Q3 2013
SOURCE: ERICSSON MOBILITY REPORT, NOVEMBER 2017.
Q4 2013
Q1 2014
Q2 2014
Q3 2014
Q4 2014
Q1 2015
Q2 2015
Q3 2015
Q4 2015
Q1 2016
Q2 2016
Q3 2016
Q4 2016
Q1 2017
Q2 2017
Q3 2017
JAN 2018
MONTHLY MOBILE DATA PER SMARTPHONE
BASED ON THE AVERAGE MONTHLY MOBILE DATA CONSUMPTION PER MOBILE SUBSCRIPTION ASSOCIATED WITH A SMARTPHONE IN 2017
WESTERN EUROPE
NORTHERN AMERICA
4.1GB
7.1GB
3.8GB
CENTRAL & EASTERN EUROPE
NORTHEAST ASIA
1.9GB 3.9GB 2.4GB GLOBAL AVERAGE: 2.9GB
116
SOURCE: ERICSSON MOBILITY REPORT, NOVEMBER 2017.
LATIN AMERICA
2.0GB MIDDLE EAST & AFRICA
INDIA, NEPAL & BHUTAN
2.7GB SOUTHEAST ASIA & OCEANIA
JAN 2018
ANNUAL GROWTH IN SMARTPHONE DATA USE
BASED ON THE AVERAGE MONTHLY MOBILE DATA CONSUMPTION PER MOBILE SUBSCRIPTION ASSOCIATED WITH A SMARTPHONE IN 2016 & 2017
WESTERN EUROPE
NORTHERN AMERICA
+46%
+37%
+41%
CENTRAL & EASTERN EUROPE
NORTHEAST ASIA
+58% -5%*
+41% GLOBAL AVERAGE: +24%
117
LATIN AMERICA
+54
INDIA, NEPAL & BHUTAN
MIDDLE EAST & AFRICA
SOURCE: ERICSSON MOBILITY REPORT, NOVEMBER 2017. *NOTE: THE REDUCTION IN AVERAGE MOBILE DATA USE IN THE INDIA, NEPAL AND BHUTAN REGION IS DUE TO THE ENDING OF A PROMOTIONAL OFFER, WHERE A TELCO IN INDIA HAD BEEN OFFERING FREE MOBILE DATA FOR AN EXTENDED PERIOD DURING 2016.
+50% SOUTHEAST ASIA & OCEANIA
JAN 2018
DISTRIBUTION OF MOBILE DATA PLANS BASED ON THE SHARE OF TOTAL GLOBAL SUBSCRIPTIONS AT EACH DATA PLAN
35 HIGHER GDP COUNTRIES
30
LOWER GDP COUNTRIES
25 20 15 10 5
<100MB
118
100MB TO 500MB
SOURCE: ERICSSON MOBILITY REPORT, NOVEMBER 2017.
500MB TO 1GB
1GB TO 2GB
2GB TO 5GB
5GB TO 10GB
10GB TO 50 GB
>50GB
UNLIMITED
JAN 2018
MOBILE DATA TRAFFIC BY REGION TOTAL MONTHLY MOBILE DATA TRAFFIC TO SMARTPHONES, BY REGION
LATIN AMERICA
NORTH AMERICA
ASIAPACIFIC
CENTRAL EUROPE, MIDDLE EAST & AFRICA
WESTERN EUROPE
1.02
2.11
4.95
2.04
1.39
ANNUAL CHANGE:
ANNUAL CHANGE:
ANNUAL CHANGE:
ANNUAL CHANGE:
ANNUAL CHANGE:
+62%
+47%
+59%
+72%
+54%
BILLION GIGABYTES
119
BILLION GIGABYTES
SOURCE: ERICSSON MOBILITY REPORT TRAFFIC EXPLORER TOOL, JANUARY 2018.
BILLION GIGABYTES
BILLION GIGABYTES
BILLION GIGABYTES
JAN 2018
GLOBAL MOBILE APP USAGE TRENDS
THE NUMBER OF APPS THAT SMARTPHONE USERS HAVE INSTALLED AND USE EACH MONTH, AND COMPARISONS WITH MOBILE WEB BROWSER USE
AVERAGE NUMBER OF APPS INSTALLED PER SMARTPHONE
AVERAGE NUMBER OF APPS USED EACH MONTH PER SMARTPHONE
AVERAGE TIME SPENT USING APPS EACH DAY PER SMARTPHONE
31
80 120
40
TIME SPENT USING NATIVE MOBILE APPS vs. MOBILE WEB BROWSERS
FREQUENCY OF NATIVE APP USE vs. MOBILE WEB BROWSER USE
7:1
13:1
1
2 HOURS
SOURCE: APP ANNIE, JANUARY 2018. FIGURES REPRESENT GLOBAL AVERAGES ACROSS iOS AND ANDROID DEVICES.
JAN 2018
TOP MOBILE APP RANKINGS
RANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
#
APP NAME
01
02 WHATSAPP MESSENGER 03 WECHAT 04 FACEBOOK MESSENGER 05 QQ 06 INSTAGRAM 07 TAOBAO 08 ALIPAY 09 WIFI MASTER KEY 10 121
TENCENT VIDEO
RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
DEVELOPER / COMPANY
#
APP NAME
DEVELOPER / COMPANY
01 FACEBOOK MESSENGER
02 FACEBOOK
03 WHATSAPP MESSENGER
04 INSTAGRAM
TENCENT
05 SNAPCHAT
SNAP
TENCENT
FACEBOOK ALIBABA GROUP ANT FINANCIAL SERVICES GROUP SHANGHAI LANTERN NETWORK TENCENT
06 UC BROWSER 07 SHAREIT 08 UBER 09 YOUTUBE 10 IMO
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/ NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.
ALIBABA GROUP SHAREIT UBER TECHNOLOGIES GOOGLE IMO.IM
JAN 2018
GLOBAL MOBILE APP TRENDS
GLOBAL APP DOWNLOADS, AND THE VALUE OF THE GLOBAL MOBILE APP MARKET IN UNITED STATES DOLLARS, INCLUDING ANNUAL TRENDS
NUMBER OF MOBILE APPS DOWNLOADED WORLDWIDE IN 2017 (ALL PLATFORMS)
ANNUAL GROWTH IN THE NUMBER OF MOBILE APPS DOWNLOADED
TOTAL VALUE OF GLOBAL CONSUMER SPEND ON MOBILE APPS IN 2017
175
+60%
$86
BILLION
122
BILLION
ANNUAL GROWTH IN VALUE OF GLOBAL CONSUMER SPEND ON MOBILE APPS
AVERAGE CONSUMER SPEND ON MOBILE APPS PER SMARTPHONE IN 2017
+105% $17.81
SOURCE: APP ANNIE, JANUARY 2018; GSMA INTELLIGENCE, JANUARY 2018; ERICSSON, NOVEMBER 2017; KEPIOS ANALYSIS. NOTES: FIGURES REPRESENT COMBINED DATA FROM THE APPLE iOS APP STORE, THE GOOGLE PLAY APP STORE, AND THIRD-PARTY ANDROID APP STORES, FOR FULL-YEAR 2017. CONSUMER SPEND DATA INCLUDES IN-APP PURCHASES AND APP STORESâ&#x20AC;&#x2122; SHARE OF REVENUES, BUT EXCLUDES ADVERTISING AND E-COMMERCE REVENUES. AVERAGE CONSUMER SPEND PER SMARTPHONE FIGURE IS BASED ON DATA FROM MULTIPLE SOURCES.
JAN 2018
TOP MOBILE APP CATEGORY RANKINGS RANKINGS OF TOP MOBILE APP CATEGORIES BY TOTAL DOWNLOADS AND ANNUAL REVENUE
iOS: 2017 DOWNLOADS
#
123
APP CATEGORY
iOS: 2017 REVENUES
#
APP CATEGORY
GOOGLE PLAY: 2017 DOWNLOADS
#
APP CATEGORY
GOOGLE PLAY: 2017 REVENUES
#
APP CATEGORY
01 GAMES
01 GAMES
01 GAMES
01 GAMES
02 ENTERTAINMENT
02 ENTERTAINMENT
02 TOOLS
02 SOCIAL
03 PHOTO & VIDEO
03 SOCIAL NETWORKING
03 ENTERTAINMENT
03 ENTERTAINMENT
04 UTILITIES
04 MUSIC
04 COMMUNICATION
04 COMMUNICATION
05 SOCIAL NETWORKING
05 LIFESTYLE
05 PHOTOGRAPHY
05 LIFESTYLE
06 SHOPPING
06 BOOKS
06 SOCIAL
06 PRODUCTIVITY
07 FINANCE
07 PHOTO & VIDEO
07 PRODUCTIVITY
07 MUSIC & AUDIO
08 LIFESTYLE
08 HEALTH & FITNESS
08 MUSIC & AUDIO
08 EDUCATION
09 TRAVEL
09 EDUCATION
09 SHOPPING
09 HEALTH & FITNESS
10 EDUCATION
10 PRODUCTIVITY
10 PERSONALISATION
10 DATING
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
GLOBAL E-COMMERCE USE 124
JAN 2018
125
OVERVIEW OF FINANCIAL INCLUSION FACTORS PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE HAS A BANK ACCOUNT
HAS A CREDIT CARD
MAKES AND / OR RECEIVES MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES AND / OR PAYS BILLS ONLINE
62%
18%
2%
17%
PERCENTAGE OF WOMEN WITH A CREDIT CARD
PERCENTAGE OF MEN WITH A CREDIT CARD
PERCENTAGE OF WOMEN MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN MAKING INTERNET PAYMENTS
16%
19%
16%
17%
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
126 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017.
29%
59% 59% 58% 57% 57%
SPAIN SINGAPORE HONG KONG POLAND CANADA
45% 45%
ARGENTINA CHINA
39% PHILIPPINES
EGYPT
INDIA
22%
26%
39% PORTUGAL
SOUTH AFRICA
40% INDONESIA
43%
45% BRAZIL
MEXICO
46% RUSSIA
43%
47% VIETNAM
TURKEY
47% SAUDI ARABIA
ITALY
53%
56%
59%
MALAYSIA
BELGIUM
59%
AUSTRALIA
61%
FRANCE
59%
62%
THAILAND
IRELAND
63%
U.A.E.
60%
63%
JAPAN
NEW ZEALAND
64%
NETHERLANDS
67%
69%
U.S.A. TAIWAN
70%
74%
GERMANY SWEDEN
74%
78%
SOUTH KOREA
U.K.
JAN 2018
E-COMMERCE PENETRATION
PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH [SURVEY-BASED]
127 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017.
40% 39% 39%
U.K. CHINA SINGAPORE
26% 26% 25% 24% 24% 24% 23% 23% 22% 22% 22%
SPAIN AUSTRALIA PHILIPPINES JAPAN ARGENTINA ITALY RUSSIA GERMANY CANADA NETHERLANDS POLAND
14%
16% PORTUGAL EGYPT
17%
18% SOUTH AFRICA FRANCE
19% BELGIUM
20%
27% BRAZIL
INDIA
27%
28%
30%
MEXICO
NEW ZEALAND
TURKEY
31%
33%
IRELAND INDONESIA
33%
35%
SWEDEN VIETNAM
36%
U.S.A.
37%
40%
HONG KONG
SAUDI ARABIA
40%
45%
TAIWAN MALAYSIA
45%
U.A.E.
THAILAND
SOUTH KOREA
52%
58%
JAN 2018
M-COMMERCE PENETRATION
PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A PHONE IN THE PAST MONTH [SURVEY-BASED]
128 SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018.
$833
WORLDWIDE
$539
$858
CHINA
$37
$62 VIETNAM PHILIPPINES
$71
$113 INDIA MALAYSIA
$146 SOUTH AFRICA
$218 ARGENTINA
$181
$229 MEXICO
TURKEY
$248 THAILAND
$281 $251
$346
$392
INDONESIA
BRAZIL
RUSSIA
POLAND
SAUDI ARABIA
$469
$730 SPAIN PORTUGAL
$738 ITALY
$783
$876
AUSTRALIA
BELGIUM
$894
$1,014
$1,039
$1,288
$1,346
$1,403
$1,251
$1,251
$1,087 $1,067
HONG KONG
JAPAN
FRANCE
SINGAPORE
CANADA
SOUTH KOREA
GERMANY
IRELAND
NETHERLANDS
SWEDEN
U.S.A.
U.K.
$1,819
$2,062
JAN 2018
E-COMMERCE ARPU: CONSUMER GOODS
AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES BY EACH E-COMMERCE USER IN 2017, IN UNITED STATES DOLLARS
B GLO AL
AV ERAGE
JAN 2018
GLOBAL E-COMMERCE SPEND BY CATEGORY THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN UNITED STATES DOLLARS FASHION & BEAUTY
ELECTRONICS & PHYSICAL MEDIA
FOOD & PERSONAL CARE
FURNITURE & APPLIANCES
$408.0
$359.4
$139.8
$225.5
TOYS, DIY & HOBBIES
TRAVEL (INCLUDING ACCOMMODATION)
DIGITAL MUSIC
VIDEO GAMES
$341.5
$212.7
$11.2
$52.5
BILLION
BILLION
129
BILLION
BILLION
BILLION
BILLION
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
BILLION
BILLION
JAN 2018
130
GLOBAL E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN UNITED STATES DOLLARS FASHION & BEAUTY
ELECTRONICS & PHYSICAL MEDIA
FOOD & PERSONAL CARE
FURNITURE & APPLIANCES
+18%
+12%
+20%
+16%
TOYS, DIY & HOBBIES
TRAVEL (INCLUDING ACCOMMODATION)
DIGITAL MUSIC
VIDEO GAMES
+17%
+13%
+13%
+7%
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
JAN 2018
E-COMMERCE DETAIL: CONSUMER GOODS AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
TOTAL NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER GOODS E-COMMERCE (TOTAL POPULATION)
VALUE OF THE CONSUMER GOODS E-COMMERCE MARKET (TOTAL ANNUAL SALES REVENUE)
AVERAGE ANNUAL REVENUE PER USER OF CONSUMER GOODS E-COMMERCE (ARPU)
1.77
23%
$1.474
$833
YEAR-ON-YEAR CHANGE:
YEAR-ON-YEAR CHANGE:
BILLION
YEAR-ON-YEAR CHANGE:
+8%
131
TRILLION
+16%
SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE.
+7%
132 SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017.
42% 42%
NETHERLANDS U.S.A.
35% 34% 34%
SOUTH AFRICA POLAND CHINA
EGYPT
JAPAN
INDIA
GERMANY
ITALY
13%
16%
19%
22%
23%
25%
26% ARGENTINA PORTUGAL
27%
29% RUSSIA
INDONESIA
30% VIETNAM
28%
30% MEXICO
PHILIPPINES
30% FRANCE
32%
35% BRAZIL
BELGIUM
36%
38% SPAIN
CANADA
40%
43%
SAUDI ARABIA
TURKEY
43%
44%
AUSTRALIA HONG KONG
44%
TAIWAN
46%
47%
MALAYSIA U.K.
47%
SINGAPORE
54%
U.A.E.
47%
54%
IRELAND
58%
59%
56%
NEW ZEALAND
THAILAND
SOUTH KOREA
SWEDEN
JAN 2018
PENETRATION OF MOBILE BANKING
PERCENTAGE OF THE TOTAL POPULATION THAT ACCESSES BANKING SERVICES VIA A MOBILE DEVICE
133 SOURCE: WORLD BANK FINANCIAL INCLUSION INDICATORS (ACCESSED JANUARY 2018).
32% BRAZIL
17% 16%
POLAND CHINA
6% 5% 4% 4% 3% 3% 2% 2% 2% 1%
KENYA MOROCCO INDIA PHILIPPINES NIGERIA VIETNAM EGYPT INDONESIA GHANA
12% THAILAND
SAUDI ARABIA
13%
18% WORLDWIDE
SOUTH AFRICA
18%
20% MALAYSIA MEXICO
21% RUSSIA
ARGENTINA
27%
29%
33% TURKEY
PORTUGAL
34%
35%
SINGAPORE NETHERLANDS
36%
43%
BELGIUM
ITALY
44%
FRANCE
37%
45%
SWEDEN
U.A.E.
46%
GERMANY
54%
SPAIN
46%
55%
TAIWAN
IRELAND
56%
59%
SOUTH KOREA
AUSTRALIA
60%
61%
NEW ZEALAND U.S.A.
62%
64%
66%
U.K.
HONG KONG
JAPAN
CANADA
77%
JAN 2018
CREDIT CARD OWNERSHIP
THE PERCENTAGE OF ADULTS AGED 15+ WHO POSSESS A CREDIT CARD
HOOTSUITE’S PERSPECTIVE: E-COMMERCE THEMES
Prepare for the shift from search to social. If your e-commerce product relies on SEO, build a strategy to account for brand discovery in social as well. In markets such as Latin America, social has already eclipsed search for product research. This behaviour increases with younger demographics.
Visual searches are on the rise. Products like Pinterest Lens use machine learning to aid in brand and product discovery. Social analytics companies are also expanding their brand monitoring tools to include visual searches, helping brands listen for more than textual chatter. As Pinterest’s founder and CEO Ben Silbermann put it, “a lot of the future of search is going to be about pictures instead of keywords.”
Click here to download our 2018 Social Media Trends Toolkit to align your strategy with the year’s key social network and digital trends. 134
WE ARE SOCIAL’S ANALYSIS: SOCIAL COMMERCE With online shoppers spending almost US$1.5 trillion on consumer goods in 2017, the e-commerce opportunity is clear. However, by integrating social media into e-commerce offerings and solutions, brands stand an even greater chance of establishing trust and delivering the convenience that shoppers everywhere are looking for. Things to explore include:
SHOPPABLE ADS Removing friction in the buyer’s journey, and enabling people to start shopping from within the ad
MESSENGER SUPPORT Offering the ability to chat live with a customer service agent, just like in a physical store – even if it’s a bot
SOCIAL PAYMENTS Integrated payment platforms within social apps will make it easier for people to pay with confidence
OMNICHANNEL Integrating all of these opportunities within physical stores too, making it as easy as possible for people to buy
To learn more about these themes and understand the opportunities for your brand, click here to download our Think Forward report. 135
INDIVIDUAL COUNTRY REPORTS 136
CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN-DEPTH COUNTRY REPORTS GLOBAL YEARBOOK
BRUNEI
DOMINICAN REP.
GUYANA
LIBERIA
NEPAL
ST KITTS & NEVIS
TAJIKISTAN
AFGHANISTAN
BULGARIA
ECUADOR
HAITI
LIBYA
NETHERLANDS
ST LUCIA
TANZANIA
ALBANIA
BURKINA FASO
EGYPT
HONDURAS
LIECHTENSTEIN
NEW CALEDONIA
ST MARTIN
THAILAND
ALGERIA
BURUNDI
EL SALVADOR
HONG KONG
LITHUANIA
NEW ZEALAND
ST PIERRE & MIQUELON
TIMOR-LESTE
AMERICAN SAMOA
CABO VERDE
EQUATORIAL GUINEA
HUNGARY
LUXEMBOURG
NICARAGUA
ST VINCENT, GRENADINES
TOGO
ANDORRA
CAMBODIA
ERITREA
ICELAND
MACAU
NIGER
SAMOA
TOKELAU
ANGOLA
CAMEROON
ESTONIA
INDIA
TFYR MACEDONIA
NIGERIA
SAN MARINO
TONGA
ANGUILLA
CANADA
ETHIOPIA
INDONESIA
MADAGASCAR
NIUE
SÃO TOMÉ & PRÍNCIPE
TRINIDAD & TOBAGO
ANTIGUA & BARBUDA
CAYMAN IS.
FAROE IS.
IRAN
MALAWI
NORFOLK IS.
SAUDI ARABIA
TUNISIA
ARGENTINA
CENTRAL AFRICAN REP.
FALKLAND IS.
IRAQ
MALAYSIA
NORTHERN MARIANA IS.
SENEGAL
TURKEY
ARMENIA
CHAD
FIJI
IRELAND
MALDIVES
NORWAY
SERBIA
TURKMENISTAN
ARUBA
CHILE
FINLAND
ISLE OF MAN
MALI
OMAN
SEYCHELLES
TURKS & CAICOS IS.
AUSTRALIA
CHINA
FRANCE
ISRAEL
MALTA
PAKISTAN
SIERRA LEONE
TUVALU
AUSTRIA
CHRISTMAS IS.
FRENCH GUIANA
ITALY
MARSHALL IS.
PALAU
SINGAPORE
UGANDA
AZERBAIJAN
COCOS IS.
FRENCH POLYNESIA
JAMAICA
MARTINIQUE
PALESTINE
ST MAARTEN
UKRAINE
BAHAMAS
COLOMBIA
GABON
JAPAN
MAURITANIA
PANAMA
SLOVAKIA
U.A.E.
BAHRAIN
COMOROS
GAMBIA
JERSEY
MAURITIUS
PAPUA NEW GUINEA
SLOVENIA
U.K.
BANGLADESH
CONGO, DEM. REP.
GEORGIA
JORDAN
MAYOTTE
PARAGUAY
SOLOMON IS.
U.S.A.
BARBADOS
CONGO, REP.
GERMANY
KAZAKHSTAN
MEXICO
PERU
SOMALIA
URUGUAY
BELARUS
COOK IS.
GHANA
KENYA
MICRONESIA
PHILIPPINES
SOUTH AFRICA
UZBEKISTAN
BELGIUM
COSTA RICA
GIBRALTAR
KIRIBATI
MOLDOVA
POLAND
SOUTH SUDAN
VANUATU
BELIZE
CÔTE D'IVOIRE
GREECE
KOREA, NORTH
MONACO
PORTUGAL
SPAIN
VENEZUELA
BENIN
CROATIA
GREENLAND
KOREA, SOUTH
MONGOLIA
PUERTO RICO
SRI LANKA
VIETNAM
BERMUDA
CUBA
GRENADA
KOSOVO
MONTENEGRO
QATAR
SUDAN
BRITISH VIRGIN IS.
BHUTAN
CURAÇAO
GUADELOUPE
KUWAIT
MONTSERRAT
RÉUNION
SURINAME
U.S. VIRGIN IS.
BOLIVIA
CYPRUS
GUAM
KYRGYZSTAN
MOROCCO
ROMANIA
SWAZILAND
WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABA
CZECH REP.
GUATEMALA
LAOS
MOZAMBIQUE
RUSSIA
SWEDEN
WESTERN SAHARA
BOSNIA & HERZEGOVINA
DENMARK
GUERNSEY
LATVIA
MYANMAR
RWANDA
SWITZERLAND
YEMEN
BOTSWANA
DJIBOUTI
GUINEA
LEBANON
NAMIBIA
ST BARTHÉLEMY
SYRIA
ZAMBIA
BRAZIL
DOMINICA
GUINEA-BISSAU
LESOTHO
NAURU
ST HELENA
TAIWAN
ZIMBABWE
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MORE INFORMATION 1
CLICK THE LINKS BELOW TO READ AND DOWNLOAD THE FULL SET OF 2018 GLOBAL DIGITAL REPORTS, AND ACCESS ADDITIONAL INSIGHTS AND RESOURCES FROM BOTH HOOTSUITE AND WE ARE SOCIAL:
CLICK HERE TO ACCESS WE ARE SOCIAL’S RESOURCES
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CLICK HERE TO ACCESS HOOTSUITE’S RESOURCES
SPECIAL THANKS: GLOBALWEBINDEX GlobalWebIndex is the leading provider of audience profiling data to agencies, publishers and brands worldwide.
90% GLOBAL COVERAGE
QUARTERLY DATA COLLECTION ACROSS 42 MARKETS
CROSS-DEVICE COVERAGE
Sign up for free: http://www.globalwebindex.net/ 3
SPECIAL THANKS: GSMA INTELLIGENCE GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s data covers every operator group, network and MVNO in every country – from Afghanistan to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics available, comprising tens of millions of individual data points. Leading operators, vendors, regulators, financial institutions and third-party industry players rely on GSMA Intelligence to support strategic decision-making and long-term investment planning. The data is used as an industry reference point and is frequently cited by the media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce regular thought-leading research reports across a range of industry topics. Learn more about GSMA Intelligence at http://www.gsmaintelligence.com
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SPECIAL THANKS: STATISTA Statista is one of the world’s largest online statistics databases. Its Digital Market Outlook products provide forecasts, detailed market insights, and key indicators on 8 digital verticals including e-commerce, digital media, advertising, and smart home with 33 segments across more than 50 regions and countries.
78% OF GLOBAL INTERNET POPULATION
50 DIGITAL ECONOMIES
90% OF WORLDWIDE ECONOMIC POWER
MORE THAN 30,000 INTERACTIVE STATISTICS
Learn more about Statista’s Digital Market Outlook at http://www.statista.com/ 5
SPECIAL THANKS: LOCOWISE Locowise is a social media performance measurement platform that helps agencies to manage clients, produce and prove value, and win new business.
CUSTOM REPORT BUILDER WITH OVER 300 METRICS
CAMPAIGN ANALYSIS, TRACKING AND REPORTING
INSIGHTS FROM ALL YOUR NETWORKS IN ONE PLACE
Find out more: https://locowise.com/ 6
PREDICTIVE METRICS TO DRIVE FUTURE STRATEGY
SPECIAL THANKS: SIMILARWEB SimilarWeb is the pioneer of market intelligence and the standard for understanding the digital world. SimilarWeb provides granular insights about any website or app across all industries in every region.
WEB INTELLIGENCE
APP INTELLIGENCE
GLOBAL COVERAGE
Find out more: http://similarweb.com/ 7
GRANULAR ANALYSIS
SPECIAL THANKS: APPANNIE App Annie delivers the most trusted app market data for businesses to succeed in the global app economy. Over 1 million registered members rely on App Annie to better understand the app market, and how to improve user acquisition strategies (paid and ASO), retention, product development to further grow their businesses, and leverage the opportunities around them.
1 MILLION REGISTERED USERS
BEST-IN-CLASS DATA
COVERAGE ACROSS 150 COUNTRIES
UNPARALLELED SERVICE & SUPPORT
Find out more: http://www.appannie.com/ 8
SPECIAL THANKS: KLEAR Klear is a big data search engine for influencers. Klear is trusted by the worldâ&#x20AC;&#x2122;s leading brands and agencies to help build, scale, and measure influencer programs.
GLOBAL COVERAGE, DOWN TO CITY LEVEL
500 MILLION PROFILES
60,000 INFLUENCE CATEGORIES
Find out more: http://klear.com/ 9
FULL INFLUENCER CAMPAIGN SOLUTION
SPECIAL THANKS We’d also like to offer our thanks to the following data providers for publishing much of the remaining data included in this year’s reports:
STATCOUNTER
OOKLA
ALEXA
Lastly, a big thank you to the The Noun Project, who supply and inspire the icons we use in these reports. 10
ERICSSON
DATA SOURCES USED IN THIS REPORT & NOTES ON METHODOLOGIES POPULATION DATA: United Nations World Population Prospects, 2017 Revision; US Census Bureau (accessed January 2018); United Nations World Urbanization Prospects, 2014 Revision. Literacy rates from UNESCO (accessed January 2018). GDP data from World Bank (accessed January 2018). Median age data from US Census Bureau (accessed January 2018). DIGITAL DEVICE OWNERSHIP DATA: Google Consumer Barometer (accessed January 2018)**. DIGITAL ATTITUDES DATA: GlobalWebIndex (Q2 & Q3 2017)*; Google Consumer Barometer (accessed January 2018)**. INTERNET USER DATA: InternetWorldStats (accessed January 2018); ITU, Individuals Using the Internet, 2016; Eurostat online database, Individuals – internet use (accessed January 2018); CIA World Factbook (accessed January 2018); Northwestern University in Qatar, Media use in the Middle East, 2017 (accessed January 2018); national government and regulatory body websites; government officials cited in reputable media. Mobile internet use data from GlobalWebIndex (Q2 & Q3 2017)* and extrapolation of data from Facebook (January 2018). Time spent, and mobile internet usage and penetration data extrapolated from GlobalWebIndex (Q2 & Q3 2017)*. Share of web traffic data from StatCounter (January 2018). Frequency of internet use data from Google Consumer Barometer (accessed January 2018)**. Internet connection speed data from Ookla’s Speed 11
Test (December 2017). Website rankings from SimilarWeb (Q4 2017) and Alexa (December 2017). Google search query rankings from Google Trends (data for 12 months to January 2018). Frequency of use and TV viewing habits from Google Consumer Barometer (accessed January 2018)**. SOCIAL MEDIA AND MOBILE SOCIAL MEDIA DATA: Latest reported monthly active user numbers from Facebook, Tencent, VKontakte, LINE, Kakao, Google, Sina, Twitter, Skype, Yahoo!, Viber, Baidu, and Snap, as quoted directly in company documents, or as reported by reputable media (all latest data available at time of publishing in January 2018). Time spent on social media from GlobalWebIndex (Q2 & Q3 2017)*. Facebook and Instagram age and gender figures extrapolated from Facebook data (January 2018). Facebook reach and engagement data from Locowise; data represents monthly averages for full-year 2017. MOBILE PHONE USERS, MOBILE CONNECTIONS, AND MOBILE BROADBAND DATA: Latest reported global and national data from GSMA Intelligence (Q4 2017); extrapolated global data from GSMA Intelligence (January 2018); Ericsson Mobility Report (November 2017). Usage data extrapolated from GlobalWebIndex (Q2 & Q3 2017)*; Google Consumer Barometer (accessed January 2018)**. GSMA Intelligence Mobile Connectivity Index (accessed January 2018): http://www.mobileconnectivityindex.com/ Smartphone Life Management Activity data from Google Consumer Barometer (accessed January
2018). Mobile app rankings and app usage insights taken from App Annie’s 2017 Retrospective and Why You Mobile Strategy Needs Apps reports – for more details, visit http://bit.ly/AppAnnie2017. E-COMMERCE DATA: Statista Digital Market Outlook, e-Commerce, e-Travel, and digital media industry reports (accessed January 2018). For more info, visit http://www.statista.com. GlobalWebIndex (Q2 & Q3 2017)*; Google Consumer Barometer (accessed January 2018)**. FINANCIAL INCLUSION DATA: World Bank Global Financial Inclusion (accessed January 2018). NOTES: Some ‘annual growth’ figures are calculated using the data reported in Hootsuite and We Are Social’s Digital in 2017 report: http://bit.ly/GD2017GO. *GlobalWebIndex manages a panel of more than 18 million connected consumers, collecting data every quarter across 40 countries around the world, and representing 90% of the global internet population. Visit http://www.globalwebindex.net for more details. **Google’s Consumer Barometer polls a nationally representative total population (online & offline) aged 16+ in each country surveyed except in Argentina, Brazil, China, India, Japan, South Korea, Malaysia, Mexico, Philippines, Vietnam, and the USA, where the sample base is aged 18+. For more details, visit http://www.consumerbarometer.com/.
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES This report uses data from a wide variety of sources, including market research agencies, internet and social media companies, governments and public bodies, news media, journalists, and our own internal analysis. Wherever possible, we’ve prioritised data sources that provide broader geographical coverage, in order to minimise the potential variations between data points, and offer more reliable comparison across countries. However, where we believe that an individual metric provides a more reliable reference, we’ve used such individual numbers to ensure the most accurate reporting. Furthermore, due to differing data collection and preparation methodologies used by these organisations, as well as the different sample periods during which the data were collected, there may be significant differences in the reported metrics for similar data points throughout this report. In particular, data collected via surveys often vary from one report to another, even if those data have been collected by the same 12
organisation using the same methodology and approach in each wave. Similarly, reports of internet user numbers vary considerably between different sources, due to the complex nature of collecting this data. In part, this is because there are fewer commercial imperatives for governments and regulators to collect and publish regular internet user data compared to, for example, the regular user number updates published by social media companies, who depend on such data to sell their products and services.
numbers are published less frequently. As a result, there are a number of countries in this report where the number of social media users equals the number of internet users. It’s unlikely that 100 percent of internet users in any given country will use the same social media platform though, so in cases where internet and social media user numbers are the same, it’s likely that the actual number of internet users will be higher than the number we’ve reported.
However, the latest user numbers published by these companies can be a useful proxy for the number of internet users in countries where no other reliable data are available, because all active social media users must have an active internet connection in order to access social media.
Lastly, in some instances in this year’s report, metrics may have decreased year-on-year due to corrections in the source data, actual declines in user numbers, and changes in the primary data source we’ve used in our reporting due to reasons such as increased reliability, or the non-availability of updated numbers from previous providers.
Because of this, on occasion, we’ve used the latest monthly active user data from social media companies to inform our internet user numbers, especially in less-developed economies, where ‘official’ internet user
If you have any questions about specific data points in these reports, or if you’d like to offer your organisation’s data for consideration in future reports, please email our reports team: info@kepios.com
DISCLAIMER AND IMPORTANT NOTES This report has been compiled by We Are Social Ltd (“We Are Social”) and Hootsuite Inc. (“Hootsuite”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While We Are Social and Hootsuite strive to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to-date, neither We Are Social nor Hootsuite shall be responsible for any errors or omissions contained in this report, or for the results obtained from its use. All information contained in this report is provided "as is", with no guarantee whatsoever of its accuracy, completeness, correctness or non-infringement of thirdparty rights and without warranty of any kind, express or implied, including without limitation, warranties of merchantability or fitness for any particular purpose. This report contains data, tables, figures, maps, flags,
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analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of We Are Social, Hootsuite or any of the featured brands, nor any of those organisations’ partners, affiliates, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. This report is provided with the understanding that it does not constitute professional advice or services of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither We Are Social, Hootsuite nor any of the brands or organisations featured or cited herein, nor any of their partners, affiliates, group companies, employees or agents shall, to the fullest extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report sponsored, endorsed or associated with such third parties. Except for those portions of this report relating to Hootsuite, this report and any opinions contained herein have been prepared by We Are Social and have not been specifically approved or disapproved by Hootsuite. This report is subject to change without notice. To ensure you have the most up-to-date version of this report, please visit http://bit.ly/GD2018GO
Hootsuite is the most widely used social media management platform, trusted by more than 16 million people and employees at 80 percent of the Fortune 1000. Hootsuite's unparalleled expertise, customer insights at scale, and collaborative ecosystem uniquely help people and organisations succeed with social. To learn more, visit http://www.hootsuite.com.
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We are a global agency. We deliver world-class creative ideas for forward-thinking brands. We believe in people before platforms, and the power of social insight to drive business value. We call this social thinking. We’re already helping many of the world’s top brands, including adidas, Netflix, HSBC, Samsung, Audi, Lavazza, and Google. If you’d like to learn more about how we can help you too, visit http://wearesocial.com. 15
SIMON KEMP @ESKIMON INFO@KEPIOS.COM KEPIOS.COM
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