6,900,000,000 5,000,000,000 1,966,514,816 1,200,000,000 714,000,000 642,927,160 370,000,000
100% 73% 29% 17% 10% 9% 5%
The Digital World: 2011 Global Population Mobile Phone Penetration5 Internet Usage2 Social Network Usage3* Smart Phone Penetration6 Global Facebook Users4 Mobile Social Network Usage (estimation)7 1
Sources (latest available at time of publication): 1 United States Census Bureau 2. Nielsen (via Internetworldstats) 3. Insite Consulting/eMarketer/PHD Estimation 4. Socialbakers 5. Wireless Intelligence 6 & 7. eMarketer
(based on data available as of March 2011)
The Digital Leaderboard
(Top 15 GDP countries ranked by internet penetration) 69%
100% 83% 64%
Mobile phone penetration
Smart phone penetration
Mobile social network penetration
100% 80% 54%
Social network penetration
Penetration of largest social network
All percentages refer to the total population
100% 75% 55%
100% 73% 49%
100% 69% 55%
100% 63% 49%
100% 52% 41%
Average Below Average
100% 43% 31%
38% 36% 35% (Orkut)
Chart Information: The base information has come from the following sources: - Total population: CIA world fact-book; Internet penetration: TNS digital life; Social Network Penetration: ComSource, Nielsen, eMarketer, ITU and SNS; Penetration of largest social network: Social Bakers, Nielsen, Squidoo, ComScore, Facebook; Mobile Phone Penetration (crude analysis of number of handsets by population): TelSyte, eMarketer, ARCEP, Statista, Vodafone, CMT, Internet World Stats, Euromonitor, IDC and Anatel; SmartPhone Penetration: eMarketer and IDC; Mobile Social Network Penetration: TNS Digital Life, Mobile Marketing Data Labo, ComScore and Cellular News.
Time Spent Share: Due to availability of data, the online share percentage has been calculated based on the following channel mix: TV, Magazines, Newspaper, Radio and Online – using the following sources: Roy Morgan, BBM/PPM, PMB, NADbank, CNRS, Mediametrie, Nielsen netratings, MA, ARD/ZDF Online Study, Adex, EMM Gfk Eurisko, Video Research MCR, TNS Gallup, Touchpoints, MRI, Media Day, EGM, HRC Korea and PHD Worldwide forecasts. The target audience for Time Spent is based on adults.
100% 27% 22%
Wherever possible, PHD has attempted to maintain the purity of data and present it in its original form. However, in some cases, we have made extrapolations in order to best take into account differences in methodologies and missing or outdated data points.
Internet penetration Social network penetration
*Mexico has been excluded as insufficient data was available at time of publication.
Important Note: We have trawled multiple sources to compile this infographic – with different methodologies – therefore please use as a guide only. This is our first attempt to capture the world’s digital penetration data – please help us improve this. If you find any inaccuracies in the data please send an email to email@example.com. If you would like additional copies please contact us at firstname.lastname@example.org.
Authors: Eric Meinert / Mark Holden (PHD Network) I Designer: Jenni Smit (Look I Can Draw)