Digital in 2018 001 Global Overview Report v1.02 L PDF

DIGITAL IN 2018
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD
2
WELCOME TO DIGITAL IN 2018
It’s been another year of impressive Much of this growth in internet More than 3 billion people around
growth across all things digital, users has been driven by more the world now use social media
and this year’s 2018 Global Digital affordable smartphones and each month, with almost all of
report reveals some important new mobile data plans. More than 200 those users accessing their chosen
milestones and trends. million people got their first mobile platforms via mobile devices.
SIMON KEMP
device in 2017, and two-thirds of
REPORT AUTHOR Perhaps the most exciting headline If you’d like to dig deeper into this
the world’s 7.6 billion inhabitants
in this year’s reports is that global year’s numbers, you’ll find links to
now have a mobile phone.
internet users have now passed the the full set of 2018 Global Digital
4 billion mark. Well over half of the Furthermore, more than half of the resources on the next few pages.
world’s population now uses the handsets in use today are ‘smart’ This year’s reports include 5,000
internet, and a quarter of a billion devices, so it’s increasingly easy charts covering 239 countries and
new users came online for the first for people to enjoy a rich internet territories, with everything you
time during the past 12 months. experience wherever they are. need to know to understand
internet, social, mobile, and
People are spending more time Social media use continues to grow
e-commerce use all over the world.
online too: the average user now rapidly too, and the number of
spends around 6 hours each day people using the top social Best of all, we’re making all of
using the internet. If we add this platform in each country has these resources available for free.
together for all 4 billion of the increased by almost 1 million new We hope they’ll help inform and
world’s internet users, people will users every day during the past 12 inspire lots of valuable new ideas,
spend a massive 1 billion years months – that’s more than 11 new and contribute to another year of
online in 2018. users every second. successful digital growth in 2018.
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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
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BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
GLOBAL OVERVIEW
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JAN DIGITAL AROUND THE WORLD IN 2018
2018 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

POPULATION USERS MEDIA USERS MOBILE USERS SOCIAL USERS
7.593 4.021 3.196 5.135 2.958

BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
55% 53% 42% 68% 39%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
7 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).
JAN GLOBAL ANNUAL DIGITAL GROWTH
2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

USERS MEDIA USERS MOBILE USERS SOCIAL USERS
+7% +13% +4% +14%

SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017
+248 MILLION +362 MILLION +218 MILLION +360 MILLION
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
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 Focus on creating Make it easy for people Harness digital tools to
really need and want, mutual value at every to buy online as soon keep the conversation
and not just what the opportunity, instead of as they’re ready, going, even after you
technology can do simply ‘selling more stuff’ wherever they are 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 human-
less 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
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JAN DIGITAL IN AFRICA IN 2018
2018 KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

POPULATION USERS MEDIA USERS CONNECTIONS SOCIAL USERS
1,272 435 191 1,040 172

MILLION MILLION MILLION MILLION MILLION
URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION:
42% 34% 15% 82% 14%

JAN ANNUAL DIGITAL GROWTH IN AFRICA
INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

USERS MEDIA USERS CONNECTIONS SOCIAL USERS
+20% +12% +4% +15%

JAN DIGITAL IN THE AMERICAS IN 2018

1,011 741 648 1,070 581

81% 73% 64% 106% 57%

JAN ANNUAL DIGITAL GROWTH IN THE AMERICAS

+3% +8% +0.1% +9%

+23 MILLION +49 MILLION +741 THOUSAND +46 MILLION
JAN DIGITAL IN ASIA-PACIFIC IN 2018

4.214 2.007 1.779 4.318 1.713

48% 48% 42% 102% 41%

JAN ANNUAL DIGITAL GROWTH IN ASIA-PACIFIC

+5% +14% +8% +16%

JAN DIGITAL IN EUROPE IN 2018

843 674 448 1,106 376

74% 80% 53% 131% 45%

JAN ANNUAL DIGITAL GROWTH IN EUROPE

+6% +8% +0.5% +8%

JAN DIGITAL IN THE MIDDLE EAST IN 2018

252 164 130 323 115

72% 65% 52% 128% 46%

JAN ANNUAL DIGITAL GROWTH IN THE MIDDLE EAST

+11% +39% +3% +39%

GLOBAL POPULATION OVERVIEW
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JAN GLOBAL POPULATION BY AGE GROUPS
2018 THE WORLD’S POPULATION, BROKEN DOWN INTO VARIOUS AGE GROUPS
TOTAL GLOBAL GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION

POPULATION AGED 0-15 YEARS AGED 16-64 YEARS AGED 65+ YEARS
7.593 2.041 4.870 0.682

BILLION BILLION BILLION BILLION
ANNUAL GROWTH RATE: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL:
+1.6% 27% 64% 9%
23 SOURCES: UNITED NATIONS; US CENSUS BUREAU (BOTH ACCESSED JANUARY 2018).

JAN DISTRIBUTION OF GLOBAL POPULATION BY AGE
2018 THE WORLD’S TOTAL POPULATION DETAILED BY FIVE-YEAR AGE GROUPS, IN MILLIONS
662
640
618
612
603
603
574
527
492
480
434
352
313
245
172
125
41
79
15
3.6
0.5
0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85-89 90-94 95-99 100+
24 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU, JANUARY 2018.

25
JAPAN 47.7
GERMANY 47.4 JAN
ITALY 45.8 2018
HONG KONG 44.8
SPAIN 43.1
NETHERLANDS 42.7
PORTUGAL 42.6
CANADA 42.4
SOUTH KOREA 42.3
BELGIUM 41.5
FRANCE 41.5
TAIWAN 41.3
POLAND 41.1
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU, JANUARY 2018.

SWEDEN 41.1
U.K. 40.5
RUSSIA 39.8
AUSTRALIA 38.8
U.S.A. 38.2
NEW ZEALAND 38.1
THAILAND 38.1
CHINA 37.7
IRELAND 37.1
SINGAPORE 34.9
MEDIAN AGE BY COUNTRY
BRAZIL 32.4
ARGENTINA 31.9
TURKEY 31.4
VIETNAM 30.9
WORLDWIDE 30.6
INDONESIA 30.5
U.A.E. 30.3
MOROCCO 29.7
MALAYSIA 28.7
MEXICO 28.6
INDIA 28.1
SAUDI ARABIA 27.9
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION
SOUTH AFRICA 27.4

EGYPT 23.9
PHILIPPINES 23.7
GHANA 21.2
KENYA
AV
20.0
B
GLO AL
NIGERIA 18.5
ERAGE
JAN LITERACY RATES BY GENDER AND REGION
2018 PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER
NORTHERN
EUROPE
99 99 EASTERN
NORTHERN 100 100 EUROPE
AMERICA
SOUTHERN
99 99 WESTERN EUROPE
EUROPE 99 99 100 100
CENTRAL
98 99 ASIA
EASTERN
THE
95 98 ASIA
CARIBBEAN NORTHERN
AFRICA 65 80 85 94
86 87 61 78
91 94 MIDDLE WESTERN
AFRICA ASIA SOUTHERN SOUTHEAST
CENTRAL 44 62 ASIA 92 96 ASIA
AMERICA 62 82 EASTERN
WESTERN AFRICA
AFRICA
59 71
94 94
SOUTH
92 94 91 92
AMERICA
FEMALE GLOBAL AVERAGE: 80% OCEANIA
SOUTHERN
MALE GLOBAL AVERAGE: 88% AFRICA
SOURCES: BASED ON DATA FROM THE UNESCO INSTITUTE FOR STATISTICS (2015 LITERACY DATA), INDEXMUNDI (ACCESSED JAN
26 2018); PEW RESEARCH CENTRE (ACCESSED JAN 2018); PHRASEBASE (ACCESSED JAN 2018); ETHNOLOGUE (ACCESSED JAN 2018)
GLOBAL INTERNET USE
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JAN INTERNET USE
2018 BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
TOTAL NUMBER INTERNET USERS AS A TOTAL NUMBER MOBILE INTERNET USERS

OF ACTIVE PERCENTAGE OF THE OF ACTIVE MOBILE AS A PERCENTAGE OF
INTERNET USERS TOTAL POPULATION INTERNET USERS THE TOTAL POPULATION
4.021 53% 3.722 49%

BILLION BILLION
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT
28 OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA.. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
JAN INTERNET PENETRATION BY REGION
2018 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 94%
AMERICA 74%
88% WESTERN
90% 50%
CENTRAL
EUROPE 77% ASIA
EASTERN
THE
SOUTHERN
EUROPE
57% ASIA
CARIBBEAN NORTHERN
AFRICA 49% 65%
CENTRAL 48% 36%
AMERICA 61% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 39% ASIA 58%
SOUTHEAST
ASIA
12%
EASTERN
68% 27% AFRICA
GLOBAL SOUTH 69%

AMERICA 51%
AVERAGE: OCEANIA
SOUTHERN
53% AFRICA
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY
29 AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN INTERNET USE: REGIONAL OVERVIEW
2018 INTERNET USERS (IN MILLIONS), AND INTERNET PENETRATION, BY REGION
INTERNET USERS, IN MILLIONS

947
INTERNET PENETRATION
673
380
320
290
118
118
116
110
215
98
175
175
36
34
147
28
21
20
57% 36% 58% 88% 68% 74% 65% 90% 39% 77% 27% 49% 61% 94% 50% 51% 69% 48% 12%
EASTERN
SOUTHERN
SOUTHEAST
NORTHERN
AMERICA
EASTERN
WESTERN
WESTERN
WESTERN
SOUTHERN
EASTERN
NORTHERN
AMERICA
NORTHERN
CENTRAL
SOUTHERN
OCEANIA
CARIBBEAN
MIDDLE
CENTRAL
AFRICA
EUROPE
EUROPE
AFRICA
AMERICA
SOUTH
AFRICA
EUROPE
EUROPE
AFRICA
AFRICA
ASIA
ASIA
ASIA
ASIA
ASIA
30 OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
31
U.A.E. 99%
SWEDEN 97% JAN
NETHERLANDS 96% 2018
U.K. 95%
JAPAN 93%
SOUTH KOREA 93%
GERMANY 91%
SAUDI ARABIA 91%
CANADA 90%
BELGIUM 89%
NEW ZEALAND 89%
AUSTRALIA 88%
U.S.A. 88%
FRANCE 88%
NATIONAL INTERNET PENETRATION FIGURES
TAIWAN 88%
HONG KONG 87%
KENYA 86%
SPAIN 85%
SINGAPORE 84%
THAILAND 82%
IRELAND 82%
MALAYSIA 79%
ARGENTINA 78%
POLAND 78%
OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
RUSSIA 76%
PORTUGAL 75%
ITALY 73%
TURKEY 67%
VIETNAM 67%
BRAZIL 66%
MEXICO 65%
INTERNET PENETRATION BY COUNTRY
PHILIPPINES 63%
MOROCCO 63%
SOUTH AFRICA 54%
CHINA 53%
WORLDWIDE 53%
INDONESIA 50%
EGYPT 50%
NIGERIA 49%
GHANA
AV
35%
B
GLO AL
INDIA 34%
ERAGE
JAN INTERNET PENETRATION RANKINGS
2018 BASED ON INTERNET PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
# HIGHEST PENETRATION % USERS # LOWEST PENETRATION % USERS
01 QATAR 99% 2,640,360 213 NORTH KOREA 0.06% 16,000
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
32 OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
33
EGYPT 41%
KENYA 35% JAN
SAUDI ARABIA 34% 2018
VIETNAM 28%
GHANA 27%
THAILAND 24%
MALAYSIA 14%
TURKEY 13%
MEXICO 12%
PHILIPPINES 12%
MOROCCO 12%
ITALY 10%
SOUTH AFRICA 7%
PORTUGAL 7%
WORLDWIDE 7%
POLAND 7%
SWEDEN 5%
U.K. 5%
RUSSIA 4%
GERMANY 4%
SPAIN 4%
SOUTH KOREA 4%
HONG KONG 3%
CHINA 3%
OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
AUSTRALIA 3%
GROWTH IN INTERNET USERS
NEW ZEALAND 3%
SINGAPORE 2%
U.A.E. 2%
YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS IN EACH COUNTRY vs. JANUARY 2017
BELGIUM 1%
NETHERLANDS 1%
FRANCE 1%
TAIWAN 1%
JAPAN 1%
IRELAND 1%
CANADA 0.2%
ARGENTINA (UNCHANGED)
BRAZIL (UNCHANGED)
INDIA (UNCHANGED)
INDONESIA (UNCHANGED)
U.S.A. (UNCHANGED)
NIGERIA -2%
JAN INTERNET GROWTH RANKINGS
2018 BASED ON INTERNET PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
# HIGHEST GROWTH ▲% ▲ 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
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES;
34 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
SINGAPORE 161.2
HONG KONG 141.6
JAN
SOUTH KOREA 132.5 2018
SWEDEN 87.1
NETHERLANDS 80.7
JAPAN 78.0
U.S.A. 77.3
CANADA 69.6
SPAIN 65.7
NEW ZEALAND 64.3
CHINA 63.7
FRANCE 61.4
BELGIUM 57.4
PORTUGAL 54.5
U.K. 52.5
GERMANY 49.5
POLAND 44.8
TAIWAN 42.7
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
IRELAND 41.9
WORLDWIDE 40.7
THAILAND 38.9
RUSSIA 37.4
AVERAGE SPEED OF FIXED INTERNET CONNECTIONS BY COUNTRY, IN MBPS
ITALY 32.0
AUSTRALIA 25.9
U.A.E. 25.7
VIETNAM 24.8
MALAYSIA 22.2
SAUDI ARABIA 21.3
INDIA 19.7
GHANA 19.2
MEXICO 19.1
BRAZIL 17.9
TURKEY 15.7
ARGENTINA 15.5
KENYA 15.4
PHILIPPINES 15.2
INDONESIA 13.8
MOROCCO 10.8
AVERAGE FIXED INTERNET CONNECTION SPEEDS
NIGERIA 10.0
EGYPT 5.4
JAN FIXED INTERNET CONNECTION SPEED RANKINGS
2018 BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS BY COUNTRY, IN MBPS
FASTED FIXED INTERNET CONNECTIONS SLOWEST FIXED INTERNET CONNECTIONS
# COUNTRY SPEED IN MBPS # 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 SWITZERLAND 78.9 120 HONDURAS 6.1
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES, SO THESE RANKINGS ARE
36 BASED SOLELY ON THOSE COUNTRIES FOR WHICH DATA IS AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
37
NETHERLANDS 54.2
SINGAPORE 54.0
JAN
U.A.E. 50.2 2018
AUSTRALIA 48.9
CANADA 45.6
BELGIUM 44.2
SOUTH KOREA 43.0
NEW ZEALAND 40.9
SWEDEN 36.8
TAIWAN 34.9
HONG KONG 34.7
CHINA 32.5
SPAIN 31.3
TURKEY 31.2
ITALY 30.7
FRANCE 30.5
U.K. 27.6
U.S.A. 27.2
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017. NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
GERMANY 26.4
PORTUGAL 24.1
JAPAN 23.0
POLAND 22.9
AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
MEXICO 21.7
WORLDWIDE 21.3
VIETNAM 20.3
IRELAND 20.2
RUSSIA 16.7
MOROCCO 16.4
BRAZIL 16.4
SAUDI ARABIA 16.2
MALAYSIA 16.0
EGYPT 15.4
KENYA 15.1
ARGENTINA 14.5
THAILAND 13.6
PHILIPPINES 13.5
NIGERIA 10.5
INDONESIA 9.8
GHANA 9.2
AVERAGE MOBILE INTERNET CONNECTION SPEEDS
INDIA 9.1
JAN MOBILE INTERNET CONNECTION SPEED RANKINGS
2018 BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
FASTEST MOBILE INTERNET CONNECTIONS SLOWEST MOBILE INTERNET CONNECTIONS
# COUNTRY 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
38 BASED SOLELY ON THOSE COUNTRIES FOR WHICH DATA IS AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.
39
THAILAND 9H 38M
PHILIPPINES 9H 29M
JAN
BRAZIL 9H 14M 2018
INDONESIA 8H 51M
SOUTH AFRICA 8H 32M
MALAYSIA 8H 27M
MEXICO 8H 17M
ARGENTINA 8H 12M
EGYPT 8H 10M
TAIWAN 7H 49M
U.A.E. 7H 49M
INDIA 7H 25M
SINGAPORE 7H 09M
TURKEY 7H 09M
VIETNAM 6H 52M
SAUDI ARABIA 6H 45M
HONG KONG 6H 37M
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
PORTUGAL 6H 31M
CHINA 6H 30M
U.S.A. 6H 30M
RUSSIA 6H 27M
ITALY 6H 08M
NEW ZEALAND 5H 59M
CANADA 5H 55M
POLAND 5H 55M
SWEDEN 5H 53M
U.K. 5H 51M
AUSTRALIA 5H 34M
AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY VIA ANY DEVICE [SURVEY BASED]
SPAIN 5H 20M
IRELAND 5H 19M
SOUTH KOREA 5H 04M
TIME SPENT PER DAY ON THE INTERNET
BELGIUM 5H 03M
GERMANY 4H 52M
NETHERLANDS 4H 50M
FRANCE 4H 48M
JAPAN 4H 12M
NIGERIA 4H 05M
KENYA 3H 50M
GHANA 3H 46M
MOROCCO 2H 53M
40
THAILAND 4H 56M
BRAZIL 4H 21M
JAN
INDONESIA 4H 17M 2018
PHILIPPINES 4H 13M
NIGERIA 4H 05M
ARGENTINA 4H 03M
KENYA 3H 50M
MALAYSIA 3H 47M
GHANA 3H 46M
EGYPT 3H 43M
U.A.E. 3H 40M
MEXICO 3H 39M
SAUDI ARABIA 3H 31M
TAIWAN 3H 27M
CHINA 3H 26M
TURKEY 3H 24M
INDIA 3H 23M
SOUTH AFRICA 3H 17M
VIETNAM 3H 03M
HONG KONG 3H 02M
SINGAPORE 3H 00M
MOROCCO 2H 53M
PORTUGAL 2H 22M
IRELAND 2H 21M
ITALY 2H 20M
RUSSIA 2H 20M
SOUTH KOREA 2H 19M
SWEDEN 2H 16M
U.S.A. 2H 14M
NEW ZEALAND 2H 07M
AVERAGE NUMBER OF HOURS PER DAY SPENT ACCESSING THE INTERNET VIA A MOBILE PHONE [SURVEY BASED]
SPAIN 2H 04M
U.K. 2H 01M
CANADA 1H 57M
POLAND 1H 56M
AUSTRALIA 1H 54M
NETHERLANDS 1H 48M
TIME SPENT PER DAY USING MOBILE INTERNET
BELGIUM 1H 33M
GERMANY 1H 31M
JAPAN 1H 22M
FRANCE 1H 20M
JAN SHARE OF WEB TRAFFIC BY DEVICE
2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
LAPTOPS & MOBILE TABLET OTHER

DESKTOPS PHONES DEVICES DEVICES
43% 52% 4% 0.14%

YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
-3% +4% -13% +17%

41 SOURCE: STATCOUNTER, JANUARY 2018 AND JANUARY 2017.
42
KENYA 83%
NIGERIA 81% JAN
INDIA 79% 2018
SINGAPORE 78%
GHANA 75%
INDONESIA 72%
SOUTH AFRICA 71%
THAILAND 69%
SOURCES: STATCOUNTER, JANUARY 2018.

SAUDI ARABIA 64%
TURKEY 62%
CHINA 61%
U.A.E. 61%
POLAND 59%
MALAYSIA 57%
WORLDWIDE 52%
IRELAND 48%
SOUTH KOREA 47%
SPAIN 45%
MOROCCO 42%
ARGENTINA 42%
PERCENTAGE OF TOTAL WEB PAGES SERVED TO MOBILE PHONES
EGYPT 41%
U.S.A. 41%
AUSTRALIA 40%
MEXICO 40%
PHILIPPINES 39%
TAIWAN 38%
SWEDEN 38%
U.K. 38%
MOBILE’S SHARE OF WEB TRAFFIC
NEW ZEALAND 37%

GERMANY 37%
ITALY 35%
FRANCE 34%
CANADA 33%
NETHERLANDS 33%
HONG KONG 33%
BRAZIL 32%
BELGIUM 28%
JAPAN 27%
VIETNAM 24%
RUSSIA 21%
PORTUGAL 19%
JAN THE WORLD’S MOST VISITED WEBSITES
2018 RANKINGS OF THE WEBSITES THAT ATTRACT THE GREATEST VOLUME OF WEB TRAFFIC IN THE WORLD
SIMILARWEB RANKING, BASED ON TOTAL TRAFFIC TO WEBSITE ALEXA RANKING, BASED ON AVERAGE DAILY VISITORS AND PAGE VIEWS
# WEBSITE CATEGORY TIME PER VISIT # WEBSITE CATEGORY TIME PER DAY
01 GOOGLE.COM SEARCH 07:07 01 GOOGLE.COM SEARCH 07:35
02 FACEBOOK.COM SOCIAL 13:41 02 YOUTUBE.COM VIDEO 08:18
03 YOUTUBE.COM VIDEO 19:56 03 FACEBOOK.COM SOCIAL 10:20
04 BAIDU.COM SEARCH 08:49 04 BAIDU.COM SEARCH 07:32
05 XVIDEOS.COM ADULT 13:01 05 WIKIPEDIA.ORG REFERENCE 04:16
06 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
43 SOURCES: SIMILARWEB (DATA FOR NOVEMBER 2017); ALEXA (DATA FOR 3 MONTHS ENDING 12 JANUARY 2018). TIMES ARE IN MINUTES AND SECONDS.
JAN MOST COMMON LANGUAGES FOR WEB CONTENT
2018 W3TECHS ESTIMATES, BASED ON THE CONTENT OF THE WORLD’S TOP 10 MILLION WEBSITES
# LANGUAGE % WEBSITES ▲▼% Y-O-Y # LANGUAGE % WEBSITES ▲▼% Y-O-Y
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%
44 SOURCES: W3TECHS, JANUARY 2018, INCLUDING WEB TRAFFIC RANKING DATA FROM ALEXA. LANGUAGE NAMES AS PER W3TECHS’S DEFINITIONS.
JAN TOP GOOGLE SEARCH QUERIES IN 2017
2018 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 FB 14 -27% 20 MAP 8 -14%
SOURCE: GOOGLE TRENDS, JANUARY 2018.; KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS
45 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
NIGERIA 80%
INDIA 79%
JAN
U.A.E. 76%
2018
MOROCCO 74%
PHILIPPINES 74%
KENYA 72%
INDONESIA 71%
TURKEY 70%
ARGENTINA 68%
THAILAND 68%
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018.

SOUTH AFRICA 66%
SAUDI ARABIA 65%
SINGAPORE 62%
MALAYSIA 61%
VIETNAM 61%
IRELAND 60%
DIGITAL OPTIMISM
AUSTRALIA 58%
BRAZIL 58%
CHINA 58%
SWEDEN 58%
MEXICO 57%
SPAIN 57%
TAIWAN 57%
NEW ZEALAND 56%
U.K. 54%
U.S.A. 54%
ITALY 53%
PORTUGAL 52%
NETHERLANDS 49%
CANADA
PERCENTAGE OF THE POPULATION THAT BELIEVES NEW TECHNOLOGIES OFFER MORE OPPORTUNITIES THAN RISKS
48%
RUSSIA 48%
HONG KONG 46%
JAPAN 44%
SOUTH KOREA 43%
FRANCE 41%
POLAND 41%
BELGIUM 38%
GERMANY 37%
47
CHINA 54%
INDIA 52%
JAN
INDONESIA 50% 2018
TAIWAN 46%
U.S.A. 45%
MALAYSIA 45%
SOUTH AFRICA 43%
POLAND 43%
PORTUGAL 42%
CANADA 42%
SPAIN 42%
NEW ZEALAND 42%
U.K. 41%
GERMANY 41%
BRAZIL 40%
MEXICO 40%
PHILIPPINES 40%
SINGAPORE 40%
TURKEY 40%
USE OF AD-BLOCKERS
ARGENTINA 40%
SWEDEN 39%
IRELAND 39%
HONG KONG 38%
VIETNAM 38%
THAILAND 37%
SAUDI ARABIA 36%
RUSSIA 36%
FRANCE 36%
AUSTRALIA 36%
ITALY 35%
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.
BELGIUM 34%
U.A.E. 34%
EGYPT 34%
PERCENTAGE OF INTERNET USERS WHO USE AN AD-BLOCKING TOOL TO PREVENT THE DISPLAY OF ADVERTISING CONTENT
NETHERLANDS 30%
KENYA 28%
SOUTH KOREA 27%
NIGERIA 24%
MOROCCO 21%
GHANA 19%
JAPAN 18%
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 End-to-end social journeys: Social-first internet adoption:
media continues to grow as a source Emerging markets lead the way for Social also drives internet
of information about products and using social at every step of their adoption in developing countries.
brands. As GlobalWebIndex found, digital buying journey. According Pew Research Center found that
younger demographics are leading to PWC, 70% of Chinese consumers online adults in emerging and
these shifts. But even among 55 to (versus 59% globally) use social developing nations are more
64 year-olds, 20% say they’ve used as a source of inspiration for likely to use social media when
social networks when researching purchases, and 25% purchase compared with their advanced-
products and services. directly through a social channel. economy 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 VOICE INPUT IMAGE SEARCH VISUAL ADDRESSING

Audio-visual content Voice control will soon As the web moves to URLs will evolve to cater
is more accessible to replace keyboards a more visual / video to lower levels of
people with lower levels and typing, especially medium, image literacy, as well as the
of literacy or fluency in for search and social search will become shift to voice control
foreign languages media interactions an essential tool 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 SOCIAL MEDIA USE
2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
TOTAL NUMBER ACTIVE SOCIAL USERS TOTAL NUMBER ACTIVE MOBILE SOCIAL
OF ACTIVE SOCIAL AS A PERCENTAGE OF OF SOCIAL USERS USERS AS A PERCENTAGE
MEDIA USERS THE TOTAL POPULATION ACCESSING VIA MOBILE OF THE TOTAL POPULATION
3.196 42% 2.958 39%

BILLION BILLION
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
51 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN SOCIAL MEDIA PENETRATION BY REGION
2018 TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 66%
AMERICA 45%
70% WESTERN
54% 12%
CENTRAL
EUROPE 56% ASIA
EASTERN
THE
SOUTHERN
EUROPE
64% ASIA
CARIBBEAN NORTHERN
AFRICA 38% 55%
CENTRAL 40% 20%
AMERICA 59% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 11% ASIA 55%
SOUTHEAST
ASIA
6%
EASTERN
63% 7% AFRICA
GLOBAL SOUTH 55%

AMERICA 31%
AVERAGE: OCEANIA
SOUTHERN
42% AFRICA
JAN SOCIAL MEDIA USE: REGIONAL OVERVIEW
2018 MONTHLY ACTIVE SOCIAL MEDIA USERS (IN MILLIONS), AND SOCIAL MEDIA PENETRATION, BY REGION
SOCIAL MEDIA USERS, IN MILLIONS

1,053
375
360
131
270
106
255
104
90
86
69
41
30
23
148
20
18
10
9
64% 20% 55% 63% 70% 55% 45% 59% 54% 38% 56% 66% 11% 7% 55% 31% 40% 6% 12%
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTH
AMERICA
NORTHERN
AMERICA
WESTERN
ASIA
AFRICA
AFRICA
AFRICA
CARIBBEAN
AFRICA
ASIA
EASTERN
EASTERN
CENTRAL
AMERICA
EUROPE
WESTERN
NORTHERN
AFRICA
EUROPE
SOUTHERN
NORTHERN
EUROPE
EUROPE
WESTERN
EASTERN
OCEANIA
SOUTHERN
MIDDLE
CENTRAL
54
U.A.E. 99%
SOUTH KOREA 84% JAN
SINGAPORE 83% 2018
TAIWAN 80%
HONG KONG 78%
ARGENTINA 76%
MALAYSIA 75%
SAUDI ARABIA 75%
NEW ZEALAND 74%
THAILAND 74%
SWEDEN 73%
U.S.A. 71%
AUSTRALIA 69%
CANADA 68%
U.K.
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.

66%
BELGIUM 65%
IRELAND 65%
CHINA 65%
NETHERLANDS 64%
PORTUGAL 64%
MEXICO 64%
PHILIPPINES 63%
TURKEY 63%
BRAZIL 62%
FRANCE 58%
SPAIN 58%
ITALY 57%
VIETNAM 57%
JAPAN 56%
INDONESIA 49%
RUSSIA 47%
MONTHLY ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
GERMANY 46%
POLAND 45%
MOROCCO 44%
SOCIAL MEDIA PENETRATION BY COUNTRY
WORLDWIDE 42%
EGYPT 40%
SOUTH AFRICA 32%
GHANA 19%
INDIA 19%
KENYA
AV
15%
B
GLO AL
NIGERIA 10%
ERAGE
JAN SOCIAL MEDIA PENETRATION RANKINGS
2018 BASED ON SOCIAL MEDIA PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST SOCIAL MEDIA PENETRATION LOWEST SOCIAL MEDIA PENETRATION
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
56
SAUDI ARABIA 32%
INDIA 31% JAN
INDONESIA 23% 2018
GHANA 22%
SOUTH AFRICA 20%
VIETNAM 20%
GERMANY 15%
RUSSIA 15%
KENYA 15%
MOROCCO 14%
POLAND 13%
WORLDWIDE 13%
PHILIPPINES 12%
EGYPT 11%
JAPAN
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.

11%
THAILAND 11%
IRELAND 11%
SWEDEN 11%
CHINA 10%
ARGENTINA 10%
ITALY 10%
NEW ZEALAND 9%
MEXICO 9%
MALAYSIA 9%
SINGAPORE 9%
BELGIUM 9%
CANADA 9%
PORTUGAL 8%
SPAIN 8%
U.S.A. 7%
BRAZIL 7%
YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE USING SOCIAL MEDIA IN EACH COUNTRY vs. JANUARY 2017
AUSTRALIA 6%
TURKEY 6%
FRANCE 6%
NIGERIA 6%
ANNUAL GROWTH OF SOCIAL MEDIA USERS
HONG KONG 5%
U.K. 5%
SOUTH KOREA 3%
U.A.E. 2%
NETHERLANDS
AV
(UNCHANGED)
B
GLO AL
TAIWAN (UNCHANGED)
ERAGE
JAN SOCIAL MEDIA GROWTH RANKINGS
2018 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 LARGEST PERCENTAGE GROWTH IN SOCIAL MEDIA USERS vs. 2017
# HIGHEST GROWTH (#) ▲ 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
58
PHILIPPINES 3H 57M
BRAZIL 3H 39M
JAN
INDONESIA 3H 23M 2018
THAILAND 3H 10M
ARGENTINA 3H 09M
EGYPT 3H 09M
MEXICO 3H 07M
NIGERIA 3H 02M
MALAYSIA 3H 00M
U.A.E. 2H 56M
GHANA 2H 56M
KENYA 2H 54M
TURKEY 2H 48M
SOUTH AFRICA 2H 48M
VIETNAM 2H 37M
SAUDI ARABIA 2H 34M
INDIA 2H 26M
MOROCCO 2H 24M
RUSSIA 2H 19M
PORTUGAL 2H 10M
SINGAPORE 2H 06M
TAIWAN 2H 03M
HONG KONG 2H 01M
U.S.A. 2H 01M
CHINA 2H 00M
TIME SPENT ON SOCIAL MEDIA
SWEDEN 1H 56M
U.K. 1H 54M
NEW ZEALAND 1H 53M
ITALY 1H 53M
CANADA 1H 48M
IRELAND 1H 47M
POLAND 1H 42M
AUSTRALIA 1H 39M
SPAIN 1H 38M
BELGIUM 1H 34M
AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY VIA ANY DEVICE [SURVEY BASED]
FRANCE 1H 22M
NETHERLANDS 1H 20M
GERMANY 1H 13M
SOUTH KOREA 1H 12M
JAPAN 0H 48M
JAN ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMS
2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
FACEBOOK 2,167
YOUTUBE 1,500
WHATSAPP 1,300
FB MESSENGER 1,300
WECHAT 980
QQ 843
INSTAGRAM 800
TUMBLR** 794
QZONE 568
SINA WEIBO 376
TWITTER 330
BAIDU TIEBA* 300
SKYPE* 300
LINKEDIN** 260
VIBER* 260 DATA CORRECT TO:
SNAPCHAT** 255 27 JANUARY 2018
REDDIT 250
LINE 203
SOCIAL NETWORK
PINTEREST 200
YY 117
TELEGRAM* 100 MESSENGER / CHAT APP / VOIP
VKONTAKTE 97
BBM* 63
KAKAOTALK 49
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY:
59 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.
JAN TOP MESSENGER APPS BY COUNTRY
2018 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)
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES
60 IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
JAN FACEBOOK USAGE ANALYSIS
2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
TOTAL NUMBER OF ANNUAL CHANGE IN PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF

MONTHLY ACTIVE FACEBOOK USERS FACEBOOK USERS FACEBOOK PROFILES FACEBOOK PROFILES
FACEBOOK USERS vs. JANUARY 2017 ACCESSING VIA MOBILE DECLARED AS FEMALE DECLARED AS MALE
2.17 +15% 88% 44% 56%

BILLION
61 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.

JAN FACEBOOK’S TOP COUNTRIES AND CITIES
2018 COUNTRIES AND CITIES WITH THE LARGEST ACTIVE FACEBOOK USER BASES
COUNTRIES WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS CITIES WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS
# TOP COUNTRIES USERS % TOTAL* # TOP CITIES USERS % TOTAL*
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 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. *NOTE: ”% TOTAL” REPRESENTS THE PERCENTAGE SHARE OF TOTAL GLOBAL FACEBOOK MONTHLY ACTIVE USERS.
JAN PROFILE OF FACEBOOK USERS
2018 BREAKDOWN OF FACEBOOK’S GLOBAL USERS BY AGE AND GENDER, IN MILLIONS
AGE TOTAL
TOTAL FEMALE
FEMALE MALE
361 371 TOTAL 2,170,000,000 44% 56%

13 – 17 180,000,000 4% 4%
FEMALE
18 – 24 610,000,000 12% 17%
MALE 25 – 34 630,000,000 12% 17%

35 – 44 360,000,000 7% 9%
260 45 – 54 200,000,000 5% 5%
250 55 – 64 110,000,000 3% 2%
65+ 76,000,000 2% 2%
201
160
96 99 100
80
59 53
39 37
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL
63 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.
JAN FEMALE FACEBOOK PENETRATION BY AGE
2018 FACEBOOK USERS WITH GENDER SET TO FEMALE, BY SELF-DECLARED AGE, COMPARED TO TOTAL FEMALE POPULATION AT EACH AGE
87%
80%
77%
77%
72%
72%
70%
67%
66%
63%
59%
57%
56%
55%
54%
51%
49%
47%
46%
45%
43%
42%
40%
38%
37%
37%
37%
36%
35%
33%
33%
32%
31%
30%
30%
29%
29%
28%
28%
27%
27%
26%
24%
23%
22%
22%
21%
21%
20%
20%
18%
13%
9%
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
64 SOURCES: BASED ON DATA FROM FACEBOOK, JANUARY 2018, AND DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (BOTH JANUARY 2018).
JAN MALE FACEBOOK PENETRATION BY AGE
2018 FACEBOOK USERS WITH GENDER SET TO MALE, BY SELF-DECLARED AGE, COMPARED TO TOTAL MALE POPULATION AT EACH AGE
117%
112%
102%
102%
100%
95%
94%
91%
82%
81%
80%
78%
76%
75%
72%
67%
66%
57%
57%
53%
50%
49%
47%
45%
44%
44%
40%
40%
39%
38%
38%
34%
32%
32%
30%
30%
29%
29%
27%
27%
26%
25%
23%
22%
21%
21%
20%
20%
20%
18%
17%
16%
9%
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
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
65 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.
JAN FACEBOOK GENDER BALANCE RANKINGS
2018 COUNTRIES WITH THE GREATEST SKEW IN THE GENDER BALANCE OF MONTHLY ACTIVE FACEBOOK USERS
COUNTRIES WITH THE MOST SIGNIFICANT FEMALE SKEW ON FACEBOOK COUNTRIES WITH THE MOST SIGNIFICANT MALE SKEW ON FACEBOOK
# HIGHEST FEMALE RATIO % 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
66 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.

JAN SHARE OF FACEBOOK USE BY DEVICE
2018 BASED ON THE NUMBER OF ACTIVE USER ACCOUNTS ACCESSING THE PLATFORM VIA EACH DEVICE, IN MILLIONS
LAPTOPS & SMARTPHONES FEATURE TABLET

DESKTOPS & TABLETS PHONES 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

JAN LANGUAGES SPOKEN BY FACEBOOK USERS
2018 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 % TOTAL NO. OF USERS
01 ENGLISH 50.9% 1,100,000,000 11 TURKISH 2.5% 53,000,000
02 SPANISH 13.9% 300,000,000 12 THAI 2.4% 52,000,000
03 HINDI 6.9% 150,000,000 13 BENGALI 1.9% 42,000,000
04 INDONESIAN 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
68 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. LANGUAGE NAMES AS PER FACEBOOK’S DEFINITIONS.
JAN AVERAGE FACEBOOK PAGE POST REACH
2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH
CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAID MEDIA 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
69 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
NETHERLANDS 22%
GERMANY 17%
JAN
FRANCE 15% 2018
NEW ZEALAND 15%
BELGIUM 14%
SPAIN 14%
AUSTRALIA 14%
HONG KONG 13%
SOUTH KOREA 13%
SOUTH AFRICA 12%
TURKEY 11%
RUSSIA 11%
ITALY 11%
ARGENTINA 11%
SOURCE: LOCOWISE, JANUARY 2018. FIGURES ARE AVERAGES FOR FULL-YEAR 2017.
CANADA 11%
U.K. 10%
MOROCCO 10%
BRAZIL 10%
IRELAND 9%
TAIWAN 9%
SWEDEN 8%
SINGAPORE 8%
MALAYSIA 8%
WORLDWIDE 8%
PORTUGAL 8%
MEXICO 7%
THE AVERAGE ORGANIC REACH OF FACEBOOK PAGE POSTS COMPARED TO TOTAL PAGE LIKES
INDIA 7%
U.A.E. 7%
U.S.A. 7%
VIETNAM 7%
POLAND 6%
AVERAGE ORGANIC FACEBOOK REACH
NIGERIA 6%
KENYA 5%
SAUDI ARABIA 5%
THAILAND 4%
INDONESIA 3%
PHILIPPINES 3%
GHANA 3%
EGYPT 2%
AV
B
GLO AL
JAPAN 1%
ERAGE
JAN FACEBOOK ORGANIC REACH RANKINGS
2018 BASED ON THE AVERAGE REACH OF FACEBOOK PAGE POSTS COMPARED TO TOTAL PAGE LIKES
COUNTRIES WITH THE HIGHEST PAGE ENGAGEMENT RATES ON FACEBOOK COUNTRIES WITH THE LOWEST PAGE ENGAGEMENT RATES ON FACEBOOK
# COUNTRY ORGANIC REACH # COUNTRY ORGANIC REACH
01 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%
71 SOURCE: LOCOWISE, JANUARY 2018.

JAN AVERAGE FACEBOOK ENGAGEMENT RATES
2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT
RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES) PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS 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
72 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
BELGIUM 8.13%
THAILAND 6.99%
JAN
JAPAN 6.83% 2018
GHANA 5.93%
PHILIPPINES 5.90%
MALAYSIA 5.84%
TAIWAN 5.82%
HONG KONG 5.79%
MOROCCO 5.74%
RUSSIA 5.62%
SOUTH KOREA 5.41%
NETHERLANDS 5.27%
BRAZIL 5.12%
KENYA 4.96%
SOURCE: LOCOWISE, JANUARY 2018. FIGURES ARE AVERAGES FOR FULL-YEAR 2017.
FRANCE 4.95%
PORTUGAL 4.76%
SOUTH AFRICA 4.73%
VIETNAM 4.30%
SINGAPORE 4.26%
WORLDWIDE 4.20%
INDONESIA 4.16%
U.S.A. 4.08%
GERMANY 4.06%
ARGENTINA 4.01%
SPAIN 3.99%
IRELAND 3.94%
ITALY 3.93%
U.K. 3.75%
INDIA 3.75%
AUSTRALIA 3.70%
EGYPT 3.39%
NEW ZEALAND 3.32%
NIGERIA 3.21%
U.A.E. 3.19%
AVERAGE FACEBOOK ENGAGEMENT RATES
MEXICO 3.18%
CANADA 2.91%
TURKEY 2.91%
SAUDI ARABIA 2.89%
THE AVERAGE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE WHOM THOSE POSTS REACH
SWEDEN 2.81%
AV
B
GLO AL
POLAND 2.26%
ERAGE
JAN FACEBOOK PAGE ENGAGEMENT RATE RANKINGS
2018 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 COUNTRIES WITH THE LOWEST PAGE ENGAGEMENT RATES ON FACEBOOK
# COUNTRY ENGAGEMENT # COUNTRY ENGAGEMENT
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%
74 SOURCE: LOCOWISE, JANUARY 2018.

JAN INSTAGRAM USAGE ANALYSIS
2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
TOTAL NUMBER OF ACTIVE INSTAGRAM FEMALE USERS AS A MALE USERS AS A

MONTHLY ACTIVE USERS AS A PERCENTAGE PERCENTAGE OF ALL PERCENTAGE OF ALL
INSTAGRAM USERS OF TOTAL POPULATION ACTIVE INSTAGRAM USERS 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
SWEDEN 47%
TURKEY 41%
JAN
SINGAPORE 38% 2018
SAUDI ARABIA 36%
AUSTRALIA 36%
HONG KONG 35%
U.A.E. 35%
MALAYSIA 35%
U.S.A. 34%
NETHERLANDS 32%
NEW ZEALAND 32%
U.K. 32%
ARGENTINA 31%
IRELAND 31%
TAIWAN 31%
PORTUGAL 30%
CANADA 30%
SPAIN 28%
BRAZIL 27%
ITALY 27%
BELGIUM 26%
SOUTH KOREA 22%
FRANCE 22%
RUSSIA 20%
SOURCE: EXTRAPOLATION OF DATA FROM FACEBOOK, JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
INDONESIA 20%
THE NUMBER OF MONTHLY ACTIVE INSTAGRAM USERS, COMPARED TO TOTAL POPULATION
GERMANY 19%
THAILAND 19%
JAPAN 17%
MEXICO 15%
POLAND 14%
WORLDWIDE 11%
EGYPT 10%
INSTAGRAM PENETRATION BY COUNTRY
MOROCCO 10%
PHILIPPINES 9%
SOUTH AFRICA 7%
VIETNAM 6%
GHANA 4%
INDIA 4%
KENYA 4%
AV
B
GLO AL
NIGERIA 3%
ERAGE
JAN PROFILE OF INSTAGRAM USERS
2018 BREAKDOWN OF INSTAGRAM’S GLOBAL USERS BY AGE AND GENDER, IN MILLIONS
AGE TOTAL FEMALE MALE

TOTAL 800,000,000 51% 49%
128
13 – 17 61,000,000 3% 4%
FEMALE 117 117 117 18 – 24 245,000,000 16% 15%
MALE 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%
74
67
41
33 33
28
17
13
8 9
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCES: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE
77 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.
JAN INSTAGRAM’S TOP COUNTRIES
2018 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 COUNTRIES WITH THE HIGHEST INSTAGRAM PENETRATION RATES
# COUNTRY USERS PENETRATION # COUNTRY PENETRATION USERS
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 SOURCES: EXTRAPOLATION OF DATA FROM FACEBOOK, JANUARY 2018.

JAN HASHTAG AND EMOJI RANKINGS
2018 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 MOST-USED EMOJI ON TWITTER (CUMULATIVE) MOST-USED EMOJI ON TWITTER (CUMULATIVE)
# TOP INSTAGRAM HASHTAGS # EMOJI USES ON TWITTER # EMOJI USES ON TWITTER
01 #LOVE 01 😂 1,955,000,000 11 😩 359,000,000
02 #INSTAGOOD 02 ❤ 918,000,000 12 ☺ 344,000,000
03 #FASHION 03 😍 727,000,000 13 👌 320,000,000
04 #PHOTOOFTHEDAY 04 ♻ 688,000,000 14 😔 295,000,000
05 #BEAUTIFUL 05 ♥ 665,000,000 15 😏 287,000,000
06 #PICOFTHEDAY 06 😭 556,000,000 16 😁 282,000,000
07 #FITNESS 07 😊 510,000,000 17 😉 228,000,000
08 #STYLE 08 😒 454,000,000 18 ⬅ 226,000,000
09 #TRAVEL 09 💕 402,000,000 19 👍 198,000,000
10 #HAPPY 10 😘 395,000,000 20 😌 190,000,000
SOURCES: INSTAGRAM HASHTAGS: KLEAR, JANUARY 2018, BASED ON GLOBAL INSTAGRAM USAGE FOR FULL-YEAR 2017 (ALL LANGUAGES). TWITTER EMOJI: EMOJITRACKER, JANUARY 2018,
79 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.
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.
81
GLOBAL MOBILE SOCIAL MEDIA USE
82
JAN MOBILE SOCIAL MEDIA PENETRATION BY REGION
2018 ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 57%
AMERICA 37%
61% WESTERN
44% 6%
CENTRAL
EUROPE 48% ASIA
EASTERN
THE
SOUTHERN
EUROPE
64% ASIA
CARIBBEAN NORTHERN
AFRICA 35% 46%
CENTRAL 37% 19%
AMERICA 56% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 10% ASIA 51%
SOUTHEAST
ASIA
5%
EASTERN
57% 6% AFRICA
GLOBAL SOUTH 49%

AMERICA 27%
AVERAGE: OCEANIA
SOUTHERN
39% AFRICA
JAN MOBILE SOCIAL MEDIA USE: REGIONAL OVERVIEW
2018 MONTHLY MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY (IN MILLIONS), COMPARED TO POPULATION
MOBILE SOCIAL MEDIA USERS, IN MILLIONS

1,051
MOBILE SOCIAL PENETRATION

348
330
125
108
100
245
221
85
82
74
60
37
28
20
18
16
4
64% 19% 51% 57% 61% 46% 37% 56% 44% 35% 48% 57% 10% 6% 49% 27% 37% 5% 6%
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTH
AMERICA
NORTHERN
AMERICA
WESTERN
ASIA
AFRICA
AFRICA
AFRICA
CARIBBEAN
AFRICA
ASIA
EASTERN
EASTERN
CENTRAL
AMERICA
EUROPE
WESTERN
NORTHERN
AFRICA
EUROPE
SOUTHERN
NORTHERN
EUROPE
EUROPE
WESTERN
EASTERN
OCEANIA
SOUTHERN
MIDDLE
CENTRAL
84 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
85
U.A.E. 92%
SOUTH KOREA 84% JAN
TAIWAN 76% 2018
SINGAPORE 75%
HONG KONG 70%
MALAYSIA 69%
ARGENTINA 67%
THAILAND 67%
NEW ZEALAND 66%
CHINA 65%
SWEDEN 63%
U.S.A. 61%
AUSTRALIA 61%
MEXICO 60%
PHILIPPINES 59%
NETHERLANDS 57%
U.K. 57%
BRAZIL 57%
CANADA 57%
IRELAND 56%
JAPAN 56%
PORTUGAL 55%
BELGIUM 55%
SAUDI ARABIA 54%
TURKEY 54%
VIETNAM 52%
ITALY 51%
SPAIN 50%
FRANCE 48%
INDONESIA 45%
MOROCCO 42%
WORLDWIDE 39%
RUSSIA 39%
POLAND 37%
ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION
GERMANY 36%
EGYPT 36%
SOUTH AFRICA 28%
INDIA 17%
GHANA 17%
KENYA
AV
14%
B
MOBILE SOCIAL MEDIA PENETRATION BY COUNTRY
GLO AL
NIGERIA 9%
ERAGE
JAN MOBILE SOCIAL MEDIA PENETRATION RANKINGS
2018 BASED ON MOBILE SOCIAL MEDIA PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST MOBILE SOCIAL MEDIA PENETRATION LOWEST MOBILE SOCIAL MEDIA PENETRATION
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
JAN MOBILE SOCIAL MEDIA GROWTH RANKINGS
2018 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 LARGEST PERCENTAGE GROWTH IN MOBILE SOCIAL MEDIA USERS vs. 2016
# HIGHEST GROWTH (#) ▲ 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 KYRGYZSTAN 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 CAMBODIA 43% 1,900,000
HOOTSUITE’S PERSPECTIVE: MOBILE SOCIAL THEMES
According to comScore, Mobile video is the We’ve seen passive content

one in every three minutes on dominant social content consumption on mobile climb.
mobile is spent using a social format. But it’s getting For example, 60% of internet
app. Whether reading the harder to stand out. 46% of users primarily use social sites
news or hunting for product respondents to Hootsuite’s to find entertainment (which is
reviews, spending time on annual Social Trends Survey why social networks are racing
mobile is now synonymous say that they’re already to fill feeds with short bursts
with social networking. implementing social videos. 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 VIDEO AUGMENTED REAL-WORLD

CONVERSATION CHAT INTERACTIONS INTEGRATION
Social media platforms Live video chat and AR functionality will Expect to see live
will (re)prioritise the short recorded videos add variety and messenger support
interactions between will increasingly useful annotation and social payments
people over passive replace text messaging, options to our live integrated into more
media consumption especially in chat apps video conversations real-world settings
For more trends in Social and Mobile,

click here to download our Think Forward report.
89
GLOBAL MOBILE USE
90
JAN MOBILE USERS vs. MOBILE CONNECTIONS
2018 COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
NUMBER OF UNIQUE MOBILE PENETRATION TOTAL NUMBER MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY (UNIQUE USERS vs. OF MOBILE AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) TOTAL POPULATION) CONNECTIONS TOTAL POPULATION UNIQUE MOBILE USER
5.135 68% 8.485 112% 1.65

BILLION BILLION
SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
91 MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN UNIQUE MOBILE USER PENETRATION BY COUNTRY
2018 UNIQUE INDIVIDUALS USING MOBILE PHONES OF ANY TYPE BY COUNTRY, COMPARED TO NATIONAL POPULATIONS
84%
83%
83%
82%
81%
80%
80%
80%
79%
79%
79%
79%
79%
79%
79%
B
78%
GLO AL
77%
77%
75%
75%
74%
73%
73%
73%
72%
72%
71%
70%
AV
68%
68%
68%
ERAGE
67%
67%
67%
66%
66%
63%
62%
58%
56%
54%
SOUTH KOREA
HONG KONG
THAILAND
ITALY
SINGAPORE
POLAND
SPAIN
NETHERLANDS
TAIWAN
GERMANY
RUSSIA
CHINA
SWEDEN
AUSTRALIA
NEW ZEALAND
SAUDI ARABIA
SOUTH AFRICA
PORTUGAL
JAPAN
U.A.E.
BELGIUM
U.K.
FRANCE
IRELAND
VIETNAM
TURKEY
U.S.A.
CANADA
MOROCCO
BRAZIL
MALAYSIA
WORLDWIDE
INDONESIA
GHANA
ARGENTINA
INDIA
PHILIPPINES
EGYPT
MEXICO
KENYA
NIGERIA
SOURCES: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE, JANUARY 2018; KEPIOS ANALYSIS. NOTES: WE’VE USED DIFFERENT SOURCES FOR THIS YEAR’S UNIQUE MOBILE
92 USER DATA vs. OUR DIGITAL IN 2017 REPORTS, SO NUMBERS WILL NOT BE DIRECTLY COMPARABLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN UNIQUE MOBILE USER PENETRATION BY REGION
2018 THE NUMBER OF UNIQUE MOBILE USERS IN EACH COUNTRY COMPARED TO THE TOTAL POPULATION
COMMONWEALTH OF
INDEPENDENT STATES
NORTHERN EUROPE
AMERICA
80%
83% 85%
ASIA-
MIDDLE EAST & PACIFIC
60% NORTH AFRICA
69%
LATIN
AMERICA
GLOBAL
AVERAGE: 73% 46%
68%
SUB-SAHARAN
AFRICA
93 SOURCE: EXTRAPOLATED FROM DATA FROM GSMA INTELLIGENCE, 2017.

JAN PERSPECTIVE: MOBILE USERS vs. CONNECTIONS
2018 COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS IN USE
GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA

TOTAL NUMBER TOTAL NUMBER TOTAL NUMBER TOTAL NUMBER
OF MOBILE USERS OF MOBILE OF MOBILE USERS OF MOBILE
(UNIQUE INDIVIDUALS) CONNECTIONS (UNIQUE INDIVIDUALS) CONNECTIONS
5.135 8.485 5.300 7.800

94 SOURCES: GSMA INTELLIGENCE, JANUARY 2018; ERICSSON MOBILITY REPORT, NOVEMBER 2017.
JAN MOBILE CONNECTIVITY BY REGION
2018 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS)
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 123%
AMERICA 157%
103% WESTERN
119% 98%
CENTRAL
EUROPE 126% ASIA
EASTERN
THE
SOUTHERN
EUROPE
103% ASIA
CARIBBEAN NORTHERN
AFRICA 106% 108%
CENTRAL 74% 91%
AMERICA 96% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 89% ASIA 141%
SOUTHEAST
ASIA
58%
EASTERN
115% 61% AFRICA
GLOBAL SOUTH 110%

AMERICA 147%
AVERAGE: OCEANIA
SOUTHERN
112% AFRICA
95 SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN MOBILE CONNECTIVITY: REGIONAL OVERVIEW
2018 MOBILE CONNECTIONS (IN MILLIONS), AND MOBILE CONNECTIONS AS A PERCENTAGE OF POPULATION, BY REGION
MOBILE SUBSCRIPTIONS, IN MILLIONS

1,710
1,700
MOBILE SUBSCRIPTIONS vs. POPULATION

920
260
250
492
231
457
194
172
128
373
336
97
96
293
70
45
33
91% 103% 141% 115% 157% 103% 89% 108% 61% 106% 119% 126% 96% 123% 58% 147% 98% 110% 74%
SOUTHERN
ASIA
ASIA
EASTERN
SOUTHEAST
ASIA
SOUTH
AMERICA
EASTERN
NORTHERN
AMERICA
EUROPE
WESTERN
AFRICA
WESTERN
ASIA
AFRICA
EASTERN
NORTHERN
AFRICA
WESTERN
AMERICA
NORTHERN
AFRICA
EUROPE
SOUTHERN
CENTRAL
EUROPE
EUROPE
MIDDLE
SOUTHERN
AFRICA
CENTRAL
ASIA
OCEANIA
CARIBBEAN
96 SOURCES: GSMA INTELLIGENCE, Q4 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018.
97
U.A.E. 202%
RUSSIA 176% JAN
HONG KONG 172% 2018
SAUDI ARABIA 171%
INDONESIA 157%
SWEDEN 153%
VIETNAM 153%
SOUTH AFRICA 153%
JAPAN 150%
SINGAPORE 150%
PORTUGAL 146%
ARGENTINA 143%
THAILAND 135%
GERMANY 135%
NEW ZEALAND 135%
MALAYSIA 133%
SOURCES: GSMA INTELLIGENCE, Q4 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018.

TAIWAN 132%
POLAND 131%
AUSTRALIA 130%
ITALY 128%
SPAIN 120%
GHANA 119%
MOROCCO 118%
MOBILE CONNECTIONS BY COUNTRY, COMPARED TO NATIONAL POPULATIONS
SOUTH KOREA 116%

PHILIPPINES 115%
BRAZIL 113%
WORLDWIDE 112%
U.K. 110%
BELGIUM 108%
U.S.A. 105%
MOBILE CONNECTIVITY BY COUNTRY
NETHERLANDS 103%
EGYPT 102%
CHINA 99%
IRELAND 98%
FRANCE 98%
TURKEY 90%
INDIA 90%
CANADA 89%
MEXICO 85%
NIGERIA
AV
84%
B
GLO AL
KENYA 77%
ERAGE
JAN MOBILE CONNECTIVITY RANKINGS
2018 BASED ON MOBILE CONNECTIONS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE
HIGHEST RATIO OF MOBILE CONNECTIONS TO POPULATION LOWEST RATIO OF MOBILE CONNECTIONS TO POPULATION
# HIGHEST CONNECTIVITY % 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
98 SOURCES: GSMA INTELLIGENCE, Q4 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018.

JAN MOBILE CONNECTIONS BY DEVICE
2018 BASED ON GLOBAL SMARTPHONE CONNECTIONS COMPARED TO TOTAL GLOBAL MOBILE CONNECTIONS
TOTAL GLOBAL CONNECTIONS SHARE OF SMART- CONNECTIONS SHARE OF FEATURE-

CONNECTIONS USED ON SMART- PHONE CONNECTIONS USED ON FEATURE- PHONE CONNECTIONS
(ALL DEVICES)* PHONE DEVICES vs. TOTAL CONNECTIONS PHONE DEVICES vs. TOTAL CONNECTIONS
8.485 4.836 57% 3.389 40%

BILLION BILLION BILLION
SOURCES: GSMA INTELLIGENCE, Q4 2017 & Q1 2018; ERICSSON MOBILITY REPORT, NOVEMBER 2017. *NOTE: TOTAL GLOBAL CONNECTIONS
99 INCLUDE APPROXIMATELY 260 MILLION MOBILE CONNECTIONS (3.1% OF THE TOTAL) USED BY PCS, TABLETS, AND MOBILE ROUTER DEVICES.
JAN MOBILE CONNECTIONS BY TYPE
2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
CONNECTIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID 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
INDONESIA 98%
GHANA 97% JAN
NIGERIA 96% 2018
KENYA 96%
PHILIPPINES 95%
INDIA 94%
MOROCCO 92%
VIETNAM 88%
SOURCE: GSMA INTELLIGENCE, Q4 2017.

EGYPT 88%
SOUTH AFRICA 85%
MEXICO 85%
U.A.E. 83%
SAUDI ARABIA 81%
ITALY 81%
THAILAND 79%
CHINA 77%
WORLDWIDE 76%
RUSSIA 75%
MALAYSIA 74%
ARGENTINA 73%
BRAZIL 70%
NEW ZEALAND 59%
PORTUGAL 53%
TURKEY 50%
IRELAND 49%
GERMANY 43%
HONG KONG 41%
SINGAPORE 39%
BELGIUM 36%
SHARE OF PRE-PAID CONNECTIONS
POLAND 33%
MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE, AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS
AUSTRALIA 33%
U.K. 33%
SPAIN 27%
NETHERLANDS 24%
U.S.A. 24%
SWEDEN 21%
TAIWAN 18%
CANADA 15%
FRANCE 10%
SOUTH KOREA
AV
6%
B
GLO AL
JAPAN 0.4%
ERAGE
JAN MOBILE CONTRACTS: PRE-PAID vs. POST-PAID
2018 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 POST-PAID MOBILE CONTRACTS AS A PERCENTAGE OF ALL CONTRACTS
# HIGHEST RATIO OF PRE-PAID % SHARE # HIGHEST RATIO OF POST-PAID % SHARE
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%
102 SOURCE: GSMA INTELLIGENCE, Q4 2017.

103
AUSTRALIA 87.29
NEW ZEALAND 85.17
JAN
SINGAPORE 83.42
2018
SWEDEN 83.21
NETHERLANDS 82.74
IRELAND 82.44
CANADA 82.22
SOUTH KOREA 82.12
U.K. 82.08
GERMANY 82.00
U.S.A. 80.56
BELGIUM 80.17
HONG KONG 80.01
FRANCE 79.73
JAPAN 79.17
SPAIN 78.91
PORTUGAL 77.12
ITALY 76.23
POLAND 75.97
U.A.E. 72.29
CHINA 70.73
RUSSIA 70.34
MALAYSIA 69.85
SAUDI ARABIA 68.86
SOURCE: GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX. FOR MORE INFORMATION, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
THAILAND 68.05
ARGENTINA 67.62
MEXICO 65.98
TURKEY 64.33
BRAZIL 62.75
PHILIPPINES 61.80
SOUTH AFRICA 59.97
VIETNAM 59.65
MOROCCO 55.14
EGYPT 54.95
GSMA INTELLIGENCE’S CONNECTIVITY INDEX
INDONESIA 52.71
GHANA 48.73
GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY (SCORES OUT OF A MAXIMUM OF 100)
INDIA 48.54
NIGERIA 42.02
KENYA 41.66
GLOBAL MOBILE INTERNET USE
104
JAN BROADBAND MOBILE CONNECTIVITY
2018 THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 109%
AMERICA 92%
95% WESTERN
98% 40%
CENTRAL
EUROPE 97% ASIA
EASTERN
THE
SOUTHERN
EUROPE
87% ASIA
CARIBBEAN NORTHERN
AFRICA 59% 63%
CENTRAL 30% 31%
AMERICA 62% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 33% ASIA 81%
SOUTHEAST
ASIA
12%
EASTERN
82% 22% AFRICA
GLOBAL SOUTH 98%

AMERICA 83%
AVERAGE: OCEANIA
SOUTHERN
63% AFRICA
JAN MOBILE BROADBAND: REGIONAL OVERVIEW
2018 MOBILE BROADBAND CONNECTIONS (IN MILLIONS), AND AS A PERCENTAGE OF POPULATION, BY REGION
MOBILE BROADBAND CONNECTIONS, IN MILLIONS

1,436
585
531
190
170
149
351
346
138
123
114
111
95
269
55
40
29
21
13
87% 31% 81% 82% 95% 92% 98% 63% 97% 59% 33% 109% 62% 22% 83% 98% 40% 12% 30%
ASIA
EASTERN
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTH
AMERICA
NORTHERN
AMERICA
ASIA
EASTERN
NORTHERN
AFRICA
EUROPE
WESTERN
EUROPE
WESTERN
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
CENTRAL
AMERICA
AFRICA
EUROPE
EASTERN
SOUTHERN
AFRICA
OCEANIA
CENTRAL
ASIA
AFRICA
CARIBBEAN
MIDDLE
107
U.A.E. 162%
SINGAPORE 150% JAN
JAPAN 148% 2018
SWEDEN 142%
HONG KONG 141%
SAUDI ARABIA 137%
THAILAND 134%
TAIWAN 131%
AUSTRALIA 129%
PORTUGAL 127%
NEW ZEALAND 122%
SOUTH KOREA 116%
GERMANY 111%
MALAYSIA 107%
ITALY 103%
POLAND 102%
SPAIN 99%
U.K. 98%
RUSSIA 98%
U.S.A. 97%
BRAZIL 94%
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
ARGENTINA 90%
SOUTH AFRICA 88%
NETHERLANDS 86%
INDONESIA 84%
CANADA 84%
BELGIUM 82%
FRANCE 81%
THE NUMBER OF ACTIVE MOBILE BROADBAND CONNECTIONS COMPARED TO TOTAL POPULATION
CHINA 81%
IRELAND 80%
MOBILE BROADBAND CONNECTIVITY
GHANA 66%
PHILIPPINES 65%
WORLDWIDE 63%
MEXICO 61%
EGYPT 59%
MOROCCO 58%
VIETNAM 52%
TURKEY 49%
NIGERIA 35%
INDIA 29%
KENYA 22%
JAN MOBILE BROADBAND PENETRATION RANKINGS
2018 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 LOWEST RATIO OF 3G & 4G MOBILE CONNECTIONS vs. POPULATION
# HIGHEST PENETRATION % 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
109
SINGAPORE 100%
TAIWAN 100% JAN
AUSTRALIA 100% 2018
SOUTH KOREA 100%
JAPAN 99%
THAILAND 99%
CANADA 94%
SWEDEN 93%
SOURCE: GSMA INTELLIGENCE, Q4 2017.

U.S.A. 93%
NEW ZEALAND 91%
U.K. 89%
PORTUGAL 87%
NETHERLANDS 83%
BRAZIL 83%
FRANCE 83%
SPAIN 83%
GERMANY 82%
HONG KONG 82%
IRELAND 82%
CHINA 82%
MALAYSIA 80%
SAUDI ARABIA 80%
ITALY 80%
U.A.E. 80%
POLAND 78%
BELGIUM 76%
MEXICO 72%
ACTIVE 3G & 4G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS
ARGENTINA 63%
WORLDWIDE 61%
SOUTH AFRICA 58%
EGYPT 58%
PHILIPPINES 56%
GHANA 56%
RUSSIA 56%
TURKEY 55%
INDONESIA 54%
MOROCCO 49%
NIGERIA 41%
VIETNAM 34%
MOBILE BROADBAND’S SHARE OF CONNECTIONS
INDIA
AV
33%
B
GLO AL
KENYA 29%
ERAGE
JAN MOBILE BROADBAND SHARE RANKINGS
2018 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 LOWEST RATIO OF 3G & 4G MOBILE CONNECTIONS vs. ALL CONNECTIONS
BROADBAND BROADBAND
# HIGHEST BROADBAND RATIO % CONNECTIONS # LOWEST BROADBAND RATIO % 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
110 SOURCE: GSMA INTELLIGENCE, Q4 2017.

111
NETHERLANDS 54.2
SINGAPORE 54.0
JAN
U.A.E. 50.2 2018
AUSTRALIA 48.9
CANADA 45.6
BELGIUM 44.2
SOUTH KOREA 43.0
NEW ZEALAND 40.9
SOURCE: OOKLA SPEEDTEST, DECEMBER 2017.

SWEDEN 36.8
TAIWAN 34.9
HONG KONG 34.7
CHINA 32.5
SPAIN 31.3
TURKEY 31.2
ITALY 30.7
FRANCE 30.5
U.K. 27.6
U.S.A. 27.2
GERMANY 26.4
PORTUGAL 24.1
JAPAN 23.0
POLAND 22.9
AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
MEXICO 21.7
WORLDWIDE 21.3
VIETNAM 20.3
IRELAND 20.2
RUSSIA 16.7
MOROCCO 16.4
BRAZIL 16.4
SAUDI ARABIA 16.2
MALAYSIA 16.0
EGYPT 15.4
AVERAGE MOBILE CONNECTION SPEEDS
KENYA 15.1
ARGENTINA 14.5
THAILAND 13.6
PHILIPPINES 13.5
NIGERIA 10.5
INDONESIA 9.8
GHANA 9.2
AV
B
GLO AL
INDIA 9.1
ERAGE
JAN GROWTH IN MOBILE’S SHARE OF WEB TRAFFIC
2018 PERCENTAGE OF ALL GLOBAL WEB PAGES SERVED TO MOBILE PHONES IN JANUARY OF EACH YEAR
52.2%
50.3%
43.6%
35.1%
27.1%
16.2%
10.7%
6.1%
2.9%
0.7%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
112 SOURCE: BASED ON DATA COLLECTED EACH JANUARY FROM STATCOUNTER.

JAN SHARE OF MOBILE WEB BY MOBILE OS
2018 BASED ON EACH OPERATING SYSTEM’S SHARE OF ALL GLOBAL MOBILE WEB REQUESTS
PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE WEB

WEB REQUESTS FROM WEB REQUESTS FROM REQUESTS FROM OTHER
ANDROID DEVICES APPLE IOS DEVICES MOBILE OPERATING SYSTEMS
73.5% 19.9% 6.6%

113 SOURCE: STATCOUNTER, JANUARY 2018.
JAN SHARE OF FACEBOOK ACCESS
2018 BASED ON EACH OPERATING SYSTEM’S SHARE OF GLOBAL FACEBOOK USERS ACCESSING VIA SMARTPHONES AND / OR TABLETS
PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE

FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING VIA
VIA ANDROID DEVICES VIA APPLE IOS DEVICES OTHER MOBILE OPERATING SYSTEMS
76.2% 15.5% 8.3%

JAN GLOBAL MOBILE DATA GROWTH
2018 TOTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
12
10
8
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 2.9GB
6
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2012 2012 2013 2013 2013 2013 2014 2014 2014 2014 2015 2015 2015 2015 2016 2016 2016 2016 2017 2017 2017
115 SOURCE: ERICSSON MOBILITY REPORT, NOVEMBER 2017.

JAN MONTHLY MOBILE DATA PER SMARTPHONE
2018 BASED ON THE AVERAGE MONTHLY MOBILE DATA CONSUMPTION PER MOBILE SUBSCRIPTION ASSOCIATED WITH A SMARTPHONE IN 2017
NORTHERN WESTERN
CENTRAL
AMERICA EUROPE
& EASTERN
3.8GB EUROPE NORTH-
7.1GB 4.1GB EAST ASIA
1.9GB
3.9GB
2.0GB INDIA, NEPAL
2.4GB & BHUTAN
GLOBAL MIDDLE EAST 2.7GB
AVERAGE: LATIN & AFRICA
AMERICA
2.9GB SOUTHEAST
ASIA & OCEANIA

JAN ANNUAL GROWTH IN SMARTPHONE DATA USE
2018 BASED ON THE AVERAGE MONTHLY MOBILE DATA CONSUMPTION PER MOBILE SUBSCRIPTION ASSOCIATED WITH A SMARTPHONE IN 2016 & 2017
NORTHERN WESTERN
CENTRAL
AMERICA EUROPE
& EASTERN
+41% EUROPE NORTH-
+37% +46% EAST ASIA
+58%
-5%*
+54 INDIA, NEPAL
+41% & BHUTAN
GLOBAL MIDDLE EAST +50%
AVERAGE: LATIN & AFRICA
AMERICA
+24% SOUTHEAST
ASIA & OCEANIA
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
117 A PROMOTIONAL OFFER, WHERE A TELCO IN INDIA HAD BEEN OFFERING FREE MOBILE DATA FOR AN EXTENDED PERIOD DURING 2016.
JAN DISTRIBUTION OF MOBILE DATA PLANS
2018 BASED ON THE SHARE OF TOTAL GLOBAL SUBSCRIPTIONS AT EACH DATA PLAN
35
HIGHER GDP COUNTRIES

30
LOWER GDP COUNTRIES
25
20
15
10
<100MB 100MB 500MB 1GB 2GB 5GB 10GB >50GB UNLIMITED

TO 500MB TO 1GB TO 2GB TO 5GB TO 10GB TO 50 GB

JAN MOBILE DATA TRAFFIC BY REGION
2018 TOTAL MONTHLY MOBILE DATA TRAFFIC TO SMARTPHONES, BY REGION
LATIN NORTH ASIA- CENTRAL EUROPE, WESTERN

AMERICA AMERICA PACIFIC MIDDLE EAST & AFRICA EUROPE
1.02 2.11 4.95 2.04 1.39

GIGABYTES GIGABYTES GIGABYTES GIGABYTES GIGABYTES
ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE:
+62% +47% +59% +72% +54%

119 SOURCE: ERICSSON MOBILITY REPORT TRAFFIC EXPLORER TOOL, JANUARY 2018.
JAN GLOBAL MOBILE APP USAGE TRENDS
2018 THE NUMBER OF APPS THAT SMARTPHONE USERS HAVE INSTALLED AND USE EACH MONTH, AND COMPARISONS WITH MOBILE WEB BROWSER USE
AVERAGE NUMBER AVERAGE NUMBER OF AVERAGE TIME SPENT TIME SPENT USING FREQUENCY OF NATIVE
OF APPS INSTALLED APPS USED EACH MONTH USING APPS EACH DAY NATIVE MOBILE APPS vs. APP USE vs. MOBILE
PER SMARTPHONE PER SMARTPHONE PER SMARTPHONE MOBILE WEB BROWSERS WEB BROWSER USE
31 1
80 40 2 HOURS 7:1 13:1
120 SOURCE: APP ANNIE, JANUARY 2018. FIGURES REPRESENT GLOBAL AVERAGES ACROSS iOS AND ANDROID DEVICES.
JAN TOP MOBILE APP RANKINGS
2018 RANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
# APP NAME DEVELOPER / COMPANY # APP NAME DEVELOPER / COMPANY
01 FACEBOOK FACEBOOK 01 FACEBOOK MESSENGER FACEBOOK
02 WHATSAPP MESSENGER FACEBOOK 02 FACEBOOK FACEBOOK
03 WECHAT TENCENT 03 WHATSAPP MESSENGER FACEBOOK
04 FACEBOOK MESSENGER FACEBOOK 04 INSTAGRAM FACEBOOK
05 QQ TENCENT 05 SNAPCHAT SNAP
06 INSTAGRAM FACEBOOK 06 UC BROWSER ALIBABA GROUP
07 TAOBAO ALIBABA GROUP 07 SHAREIT SHAREIT
08 ALIPAY ANT FINANCIAL SERVICES GROUP 08 UBER UBER TECHNOLOGIES
09 WIFI MASTER KEY SHANGHAI LANTERN NETWORK 09 YOUTUBE GOOGLE
10 TENCENT VIDEO TENCENT 10 IMO IMO.IM
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
121 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.
JAN GLOBAL MOBILE APP TRENDS
2018 GLOBAL APP DOWNLOADS, AND THE VALUE OF THE GLOBAL MOBILE APP MARKET IN UNITED STATES DOLLARS, INCLUDING ANNUAL TRENDS
NUMBER OF MOBILE APPS ANNUAL GROWTH IN TOTAL VALUE OF GLOBAL ANNUAL GROWTH IN VALUE AVERAGE CONSUMER
DOWNLOADED WORLDWIDE THE NUMBER OF MOBILE CONSUMER SPEND ON OF GLOBAL CONSUMER SPEND ON MOBILE APPS
IN 2017 (ALL PLATFORMS) APPS DOWNLOADED MOBILE APPS IN 2017 SPEND ON MOBILE APPS PER SMARTPHONE IN 2017
175 +60% $86 +105% $17.81

BILLION BILLION
SOURCE: APP ANNIE, JANUARY 2018; GSMA INTELLIGENCE, JANUARY 2018; ERICSSON, NOVEMBER 2017; KEPIOS ANALYSIS. NOTES: FIGURES REPRESENT COMBINED DATA FROM THE APPLE
122 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 STORES’
SHARE OF REVENUES, BUT EXCLUDES ADVERTISING AND E-COMMERCE REVENUES. AVERAGE CONSUMER SPEND PER SMARTPHONE FIGURE IS BASED ON DATA FROM MULTIPLE SOURCES.
JAN TOP MOBILE APP CATEGORY RANKINGS
2018 RANKINGS OF TOP MOBILE APP CATEGORIES BY TOTAL DOWNLOADS AND ANNUAL REVENUE
iOS: 2017 DOWNLOADS iOS: 2017 REVENUES GOOGLE PLAY: 2017 DOWNLOADS GOOGLE PLAY: 2017 REVENUES
# APP CATEGORY # APP CATEGORY # APP CATEGORY # 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
123 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 OVERVIEW OF FINANCIAL INCLUSION FACTORS
2018 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES

ACCOUNT CREDIT CARD MOBILE PAYMENTS VIA GSMA AND / OR PAYS BILLS ONLINE
62% 18% 2% 17%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN
WITH A CREDIT CARD WITH A CREDIT CARD MAKING INTERNET PAYMENTS MAKING INTERNET PAYMENTS
16% 19% 16% 17%

125 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
126
U.K. 78%
SOUTH KOREA 74%

JAN
GERMANY
2018
74%
SWEDEN 70%
U.S.A. 69%
TAIWAN 67%
NETHERLANDS 64%
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017.

JAPAN 63%
U.A.E. 63%
THAILAND 62%
FRANCE 61%
NEW ZEALAND 60%
IRELAND 59%
AUSTRALIA 59%
MALAYSIA 59%
SPAIN 59%
SINGAPORE 59%
HONG KONG 58%
POLAND 57%
CANADA 57%
BELGIUM 56%
E-COMMERCE PENETRATION
ITALY 53%
SAUDI ARABIA 47%
VIETNAM 47%
RUSSIA 46%
BRAZIL 45%
ARGENTINA 45%
CHINA 45%
TURKEY 43%
MEXICO 43%
PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH [SURVEY-BASED]
INDONESIA 40%
PORTUGAL 39%
PHILIPPINES 39%
SOUTH AFRICA 29%
INDIA 26%
EGYPT 22%
127
SOUTH KOREA 58%
THAILAND 52%
JAN
U.A.E.
2018
45%
TAIWAN 45%
MALAYSIA 40%
HONG KONG 40%
U.K. 40%

CHINA 39%
SINGAPORE 39%
SAUDI ARABIA 37%
U.S.A. 36%
SWEDEN 35%
VIETNAM 33%
IRELAND 33%
INDONESIA 31%
TURKEY 30%
NEW ZEALAND 28%
MEXICO 27%
BRAZIL 27%
SPAIN 26%
AUSTRALIA 26%
PHILIPPINES 25%
M-COMMERCE PENETRATION
JAPAN 24%
ARGENTINA 24%
ITALY 24%
RUSSIA 23%
GERMANY 23%
CANADA 22%
NETHERLANDS 22%
PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A PHONE IN THE PAST MONTH [SURVEY-BASED]
POLAND 22%
INDIA 20%
BELGIUM 19%
SOUTH AFRICA 18%
FRANCE 17%
PORTUGAL 16%
EGYPT 14%
128
U.K. $2,062
U.S.A. $1,819
JAN
2018
SWEDEN $1,403
NETHERLANDS $1,346
IRELAND $1,288
GERMANY $1,251
SOUTH KOREA $1,251
CANADA $1,087
SINGAPORE $1,067
FRANCE $1,039
JAPAN $1,014
HONG KONG $894
AUSTRALIA $876
CHINA $858
SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018.
WORLDWIDE $833
BELGIUM $783
ITALY $738
SPAIN $730
PORTUGAL $539
SAUDI ARABIA $469
POLAND $392
RUSSIA $346
BRAZIL $281
INDONESIA $251
THAILAND $248
MEXICO $229
ARGENTINA $218
E-COMMERCE ARPU: CONSUMER GOODS
AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES BY EACH E-COMMERCE USER IN 2017, IN UNITED STATES DOLLARS
TURKEY $181
SOUTH AFRICA $146
INDIA $113
MALAYSIA $71
VIETNAM $62
AV
B
PHILIPPINES $37
GLO AL
ERAGE
JAN GLOBAL E-COMMERCE SPEND BY CATEGORY
2018 THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN UNITED STATES DOLLARS
FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES
$408.0 $359.4 $139.8 $225.5

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO

& HOBBIES ACCOMMODATION) MUSIC GAMES
$341.5 $212.7 $11.2 $52.5

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
129 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
JAN GLOBAL E-COMMERCE GROWTH BY CATEGORY
2018 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN UNITED STATES DOLLARS
FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES
+18% +12% +20% +16%

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO
& HOBBIES ACCOMMODATION) MUSIC GAMES
+17% +13% +13% +7%

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
130 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
JAN E-COMMERCE DETAIL: CONSUMER GOODS
2018 AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
TOTAL NUMBER OF PEOPLE PENETRATION OF CONSUMER VALUE OF THE CONSUMER AVERAGE ANNUAL REVENUE
PURCHASING CONSUMER GOODS E-COMMERCE GOODS E-COMMERCE MARKET PER USER OF CONSUMER
GOODS VIA E-COMMERCE (TOTAL POPULATION) (TOTAL ANNUAL SALES REVENUE) GOODS E-COMMERCE (ARPU)
1.77 23% $1.474 $833

BILLION TRILLION
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
+8% +16% +7%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
131 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.
132
SWEDEN 59%
SOUTH KOREA 58%

JAN
THAILAND
2018
56%
NEW ZEALAND 54%
U.A.E. 54%
IRELAND 47%
SINGAPORE 47%

MALAYSIA 47%
U.K. 46%
TAIWAN 44%
AUSTRALIA 44%
HONG KONG 43%
SAUDI ARABIA 43%
NETHERLANDS 42%
U.S.A. 42%
TURKEY 40%
CANADA 38%
SPAIN 36%
BRAZIL 35%
SOUTH AFRICA 35%
POLAND 34%
CHINA 34%
BELGIUM 32%
FRANCE 30%
MEXICO 30%
PERCENTAGE OF THE TOTAL POPULATION THAT ACCESSES BANKING SERVICES VIA A MOBILE DEVICE
VIETNAM 30%
PENETRATION OF MOBILE BANKING
RUSSIA 29%
PHILIPPINES 28%
INDONESIA 27%
ARGENTINA 26%
PORTUGAL 25%
ITALY 23%
GERMANY 22%
INDIA 19%
JAPAN 16%
EGYPT 13%
133
CANADA 77%
JAPAN 66% JAN
HONG KONG 64% 2018
U.K. 62%
NEW ZEALAND 61%
U.S.A. 60%
AUSTRALIA 59%
SOUTH KOREA 56%
TAIWAN 55%
SPAIN 54%
IRELAND 46%
GERMANY 46%
SWEDEN 45%
FRANCE 44%
BELGIUM 43%
SOURCE: WORLD BANK FINANCIAL INCLUSION INDICATORS (ACCESSED JANUARY 2018).

U.A.E. 37%
ITALY 36%
SINGAPORE 35%
NETHERLANDS 34%
TURKEY 33%
BRAZIL 32%
THE PERCENTAGE OF ADULTS AGED 15+ WHO POSSESS A CREDIT CARD
PORTUGAL 29%
ARGENTINA 27%
CREDIT CARD OWNERSHIP
RUSSIA 21%
MALAYSIA 20%
MEXICO 18%
WORLDWIDE 18%
POLAND 17%
CHINA 16%
SOUTH AFRICA 13%
SAUDI ARABIA 12%
THAILAND 6%
KENYA 5%
MOROCCO 4%
INDIA 4%
PHILIPPINES 3%
NIGERIA 3%
VIETNAM 2%
EGYPT 2%
INDONESIA 2%
GHANA 1%
HOOTSUITE’S PERSPECTIVE: E-COMMERCE THEMES
Prepare for the shift from search to social. Visual searches are on the rise. Products like Pinterest Lens
If your e-commerce product relies on use machine learning to aid in brand and product discovery.
SEO, build a strategy to account for brand Social analytics companies are also expanding their brand
discovery in social as well. In markets such monitoring tools to include visual searches, helping brands
as Latin America, social has already eclipsed listen for more than textual chatter. As Pinterest’s founder
search for product research. This behaviour and CEO Ben Silbermann put it, “a lot of the future of
increases with younger demographics. search is going to be about pictures instead of keywords.”
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 MESSENGER SUPPORT SOCIAL PAYMENTS OMNICHANNEL

Removing friction in Offering the ability Integrated payment Integrating all of these
the buyer’s journey, to chat live with a platforms within social opportunities within
and enabling people customer service agent, apps will make it physical stores too,
to start shopping just like in a physical easier for people to making it as easy as
from within the ad store – even if it’s a bot pay with confidence 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
1
BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
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 CLICK HERE TO ACCESS

WE ARE SOCIAL’S RESOURCES HOOTSUITE’S RESOURCES
2
SPECIAL THANKS: GLOBALWEBINDEX
GlobalWebIndex is the leading provider of audience profiling
data to agencies, publishers and brands worldwide.
90% GLOBAL QUARTERLY DATA COLLECTION CROSS-DEVICE

COVERAGE ACROSS 42 MARKETS 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 50 DIGITAL 90% OF WORLDWIDE MORE THAN 30,000

INTERNET POPULATION ECONOMIES ECONOMIC POWER 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 CAMPAIGN INSIGHTS FROM ALL PREDICTIVE

BUILDER WITH OVER ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE
300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY
Find out more: https://locowise.com/
6
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 APP GLOBAL GRANULAR

INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS
Find out more: http://similarweb.com/
7
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 BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED

REGISTERED USERS DATA 150 COUNTRIES 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 world’s leading brands and agencies
to help build, scale, and measure influencer programs.
GLOBAL COVERAGE, 500 MILLION 60,000 INFLUENCE FULL INFLUENCER

DOWN TO CITY LEVEL PROFILES CATEGORIES CAMPAIGN SOLUTION
Find out more: http://klear.com/
9
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 ERICSSON
Lastly, a big thank you to the The Noun Project, who

supply and inspire the icons we use in these reports.
10
DATA SOURCES USED IN THIS REPORT & NOTES ON METHODOLOGIES
POPULATION DATA: United Nations World Population Test (December 2017). Website rankings from 2018). Mobile app rankings and app usage insights
Prospects, 2017 Revision; US Census Bureau (accessed SimilarWeb (Q4 2017) and Alexa (December 2017). taken from App Annie’s 2017 Retrospective and Why
January 2018); United Nations World Urbanization Google search query rankings from Google Trends You Mobile Strategy Needs Apps reports – for more
Prospects, 2014 Revision. Literacy rates from UNESCO (data for 12 months to January 2018). Frequency of details, visit http://bit.ly/AppAnnie2017.
(accessed January 2018). GDP data from World Bank use and TV viewing habits from Google Consumer
(accessed January 2018). Median age data from US Barometer (accessed January 2018)**. E-COMMERCE DATA: Statista Digital Market Outlook,
Census Bureau (accessed January 2018). e-Commerce, e-Travel, and digital media industry
SOCIAL MEDIA AND MOBILE SOCIAL MEDIA DATA: reports (accessed January 2018). For more info, visit
DIGITAL DEVICE OWNERSHIP DATA: Google Consumer Latest reported monthly active user numbers from http://www.statista.com. GlobalWebIndex (Q2 & Q3
Barometer (accessed January 2018)**. Facebook, Tencent, VKontakte, LINE, Kakao, Google, 2017)*; Google Consumer Barometer (accessed
Sina, Twitter, Skype, Yahoo!, Viber, Baidu, and Snap, January 2018)**.
DIGITAL ATTITUDES DATA: GlobalWebIndex (Q2 & Q3 as quoted directly in company documents, or as
2017)*; Google Consumer Barometer (accessed reported by reputable media (all latest data available FINANCIAL INCLUSION DATA: World Bank Global
January 2018)**. at time of publishing in January 2018). Time spent on Financial Inclusion (accessed January 2018).
social media from GlobalWebIndex (Q2 & Q3 2017)*.
INTERNET USER DATA: InternetWorldStats (accessed Facebook and Instagram age and gender figures NOTES: Some ‘annual growth’ figures are calculated
January 2018); ITU, Individuals Using the Internet, extrapolated from Facebook data (January 2018). using the data reported in Hootsuite and We Are
2016; Eurostat online database, Individuals – internet Facebook reach and engagement data from Locowise; Social’s Digital in 2017 report: http://bit.ly/GD2017GO.
use (accessed January 2018); CIA World Factbook data represents monthly averages for full-year 2017.
(accessed January 2018); Northwestern University in *GlobalWebIndex manages a panel of more than 18
Qatar, Media use in the Middle East, 2017 (accessed MOBILE PHONE USERS, MOBILE CONNECTIONS, AND million connected consumers, collecting data every
January 2018); national government and regulatory MOBILE BROADBAND DATA: Latest reported global and quarter across 40 countries around the world, and
body websites; government officials cited in reputable national data from GSMA Intelligence (Q4 2017); representing 90% of the global internet population.
media. Mobile internet use data from GlobalWebIndex extrapolated global data from GSMA Intelligence Visit http://www.globalwebindex.net for more details.
(Q2 & Q3 2017)* and extrapolation of data from (January 2018); Ericsson Mobility Report (November
Facebook (January 2018). Time spent, and mobile **Google’s Consumer Barometer polls a nationally
2017). Usage data extrapolated from GlobalWebIndex representative total population (online & offline) aged
internet usage and penetration data extrapolated (Q2 & Q3 2017)*; Google Consumer Barometer
from GlobalWebIndex (Q2 & Q3 2017)*. Share of web 16+ in each country surveyed except in Argentina,
(accessed January 2018)**. GSMA Intelligence Mobile
traffic data from StatCounter (January 2018). Brazil, China, India, Japan, South Korea, Malaysia,
Connectivity Index (accessed January 2018): Mexico, Philippines, Vietnam, and the USA, where the
Frequency of internet use data from Google http://www.mobileconnectivityindex.com/
Consumer Barometer (accessed January 2018)**. sample base is aged 18+. For more details, visit
Smartphone Life Management Activity data from http://www.consumerbarometer.com/.
Internet connection speed data from Ookla’s Speed Google Consumer Barometer (accessed January
11
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
This report uses data from a wide variety of organisation using the same methodology numbers are published less frequently. As a
sources, including market research agencies, and approach in each wave. result, there are a number of countries in this
internet and social media companies, report where the number of social media
Similarly, reports of internet user numbers
governments and public bodies, news media, users equals the number of internet users.
vary considerably between different sources,
journalists, and our own internal analysis.
due to the complex nature of collecting this It’s unlikely that 100 percent of internet users
Wherever possible, we’ve prioritised data data. In part, this is because there are fewer in any given country will use the same social
sources that provide broader geographical commercial imperatives for governments and media platform though, so in cases where
coverage, in order to minimise the potential regulators to collect and publish regular internet and social media user numbers are
variations between data points, and offer internet user data compared to, for example, the same, it’s likely that the actual number of
more reliable comparison across countries. the regular user number updates published internet users will be higher than the number
However, where we believe that an individual by social media companies, who depend on we’ve reported.
metric provides a more reliable reference, such data to sell their products and services.
Lastly, in some instances in this year’s report,
we’ve used such individual numbers to
However, the latest user numbers published metrics may have decreased year-on-year
ensure the most accurate reporting.
by these companies can be a useful proxy for due to corrections in the source data, actual
Furthermore, due to differing data collection the number of internet users in countries declines in user numbers, and changes in the
and preparation methodologies used by where no other reliable data are available, primary data source we’ve used in our
these organisations, as well as the different because all active social media users must reporting due to reasons such as increased
sample periods during which the data were have an active internet connection in order reliability, or the non-availability of updated
collected, there may be significant to access social media. numbers from previous providers.
differences in the reported metrics for similar
Because of this, on occasion, we’ve used the If you have any questions about specific
data points throughout this report.
latest monthly active user data from social data points in these reports, or if you’d like to
In particular, data collected via surveys often media companies to inform our internet user offer your organisation’s data for
vary from one report to another, even if those numbers, especially in less-developed consideration in future reports, please email
data have been collected by the same economies, where ‘official’ internet user our reports team: info@kepios.com
12
DISCLAIMER AND IMPORTANT NOTES
This report has been compiled by We Are analyses and technical notes that relate to anyone else for any direct, indirect, punitive,
Social Ltd (“We Are Social”) and Hootsuite various geographical territories around the incidental, special, consequential, exemplary
Inc. (“Hootsuite”) for informational purposes world, however reference to these territories or similar loss or damage, or loss or damage
only, and relies on data from a wide variety and any associated elements (including of any kind, suffered by you or anyone else
of sources, including but not limited to public names and flags) does not imply the as a result of any use, action or decision
and private companies, market research expression of any opinion whatsoever on the taken by you or anyone else in any way
firms, government agencies, NGOs, and part of We Are Social, Hootsuite or any of the connected to this report or the information
private individuals. While We Are Social and featured brands, nor any of those contained herein, or the result(s) thereof,
Hootsuite strive to ensure that all data and organisations’ partners, affiliates, employees even if advised of the possibility of such loss
charts contained in this report are, as at the or agents, concerning the legal status of any or damage.
time of publishing, accurate and up-to-date, country, territory, city or area or of its
This report may contain references to third
neither We Are Social nor Hootsuite shall be authorities, or concerning the delimitation of
parties, however this report does not endorse
responsible for any errors or omissions its frontiers or boundaries. This report is
any such third parties or their products or
contained in this report, or for the results provided with the understanding that it does
services, nor is this report sponsored,
obtained from its use. not constitute professional advice or services
endorsed or associated with such third
of any kind and should therefore not be
All information contained in this report is substituted for independent investigations,
parties. Except for those portions of this
provided "as is", with no guarantee thought or judgment.
report relating to Hootsuite, this report and
whatsoever of its accuracy, completeness, any opinions contained herein have been
correctness or non-infringement of third- Accordingly, neither We Are Social, Hootsuite prepared by We Are Social and have not
party rights and without warranty of any nor any of the brands or organisations been specifically approved or disapproved
kind, express or implied, including without featured or cited herein, nor any of their by Hootsuite. This report is subject to change
limitation, warranties of merchantability or partners, affiliates, group companies, without notice. To ensure you have the most
fitness for any particular purpose. This report employees or agents shall, to the fullest up-to-date version of this report, please visit
contains data, tables, figures, maps, flags, extent permitted by law, be liable to you or http://bit.ly/GD2018GO
13
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.
14
We are a global agency. We deliver world-class
creative ideas for forward-thinking brands.
We believe in people before platforms, and the
power of social insight to drive business value.
We call this social thinking.
We’re already helping many of the world’s

top brands, including adidas, Netflix, HSBC,
Samsung, Audi, Lavazza, and Google.
If you’d like to learn more about how we can

help you too, visit http://wearesocial.com.
15
SIMON KEMP
@ESKIMON
INFO@KEPIOS.COM
KEPIOS.COM
16

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DIGITAL IN 2018

TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

7.593 4.021 3.196 5.135 2.958

55% 53% 42% 68% 39%

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

+7% +13% +4% +14%

+248 MILLION +362 MILLION +218 MILLION +360 MILLION

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

1,272 435 191 1,040 172

42% 34% 15% 82% 14%

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

+20% +12% +4% +15%

+73 MILLION +20 MILLION +45 MILLION +23 MILLION

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

1,011 741 648 1,070 581

81% 73% 64% 106% 57%

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

+3% +8% +0.1% +9%

+23 MILLION +49 MILLION +741 THOUSAND +46 MILLION

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

4.214 2.007 1.779 4.318 1.713

48% 48% 42% 102% 41%

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

+5% +14% +8% +16%

+98 MILLION +224 MILLION +319 MILLION +231 MILLION

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

843 674 448 1,106 376

74% 80% 53% 131% 45%

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

+6% +8% +0.5% +8%

+37 MILLION +32 MILLION +5 MILLION +27 MILLION

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

252 164 130 323 115

72% 65% 52% 128% 46%

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

+11% +39% +3% +39%

+17 MILLION +37 MILLION +11 MILLION +32 MILLION

TOTAL GLOBAL GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION

7.593 2.041 4.870 0.682

+1.6% 27% 64% 9%

23 SOURCES: UNITED NATIONS; US CENSUS BUREAU (BOTH ACCESSED JANUARY 2018).

24 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU, JANUARY 2018.

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU, JANUARY 2018.

SOUTH AFRICA 27.4

TOTAL NUMBER INTERNET USERS AS A TOTAL NUMBER MOBILE INTERNET USERS

4.021 53% 3.722 49%

GLOBAL SOUTH 69%

INTERNET USERS, IN MILLIONS

# HIGHEST PENETRATION % USERS # LOWEST PENETRATION % USERS

01 QATAR 99% 2,640,360 213 NORTH KOREA 0.06% 16,000

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

# HIGHEST GROWTH ▲% ▲ 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