Digital in 2018 - Global overview report

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

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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.

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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.

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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

FACEBOOK

100

-24%

11

MAIL

13

-8%

02 YOUTUBE

60

-7%

12

YAHOO

12

-17%

03 GOOGLE

55

-13%

13

TRANSLATE

12

UNCHANGED

04 YOU

32

-10%

14

INSTAGRAM

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

FACEBOOK

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

FACEBOOK

01 FACEBOOK MESSENGER

FACEBOOK

FACEBOOK

02 FACEBOOK

FACEBOOK

03 WHATSAPP MESSENGER

FACEBOOK

FACEBOOK

04 INSTAGRAM

FACEBOOK

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

4

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:

GOOGLE

STATCOUNTER

OOKLA

ALEXA

Lastly, a big thank you to the The Noun Project, who supply and inspire the icons we use in these reports.

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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.

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SIMON KEMP @ESKIMON INFO@KEPIOS.COM KEPIOS.COM

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