Digital, Social and Mobile 2016

we
are
social
DIGITAL
IN 2016
WE ARE SOCIAL’S COMPENDIUM OF GLOBAL DIGITAL,
SOCIAL, AND MOBILE DATA, TRENDS, AND STATISTICS
SIMON KEMP • WE ARE SOCIAL
@wearesocialsg • 1
COUNTRIES INCLUDED IN THIS OVERVIEW
19
4 28 18
8
7
29 24 12 26 13
23
5
6 20 27
15 10 9
25
16 30 17
14
21
3 11
22 2
1 ARGENTINA 11 INDONESIA 21 SINGAPORE

2 AUSTRALIA 12 ITALY 22 SOUTH AFRICA
3 BRAZIL 13 JAPAN 23 SOUTH KOREA
4 CANADA 14 MALAYSIA 24 SPAIN
5 CHINA 15 MEXICO 25 THAILAND
6 EGYPT 16 NIGERIA 26 TURKEY
7 FRANCE 17 THE PHILIPPINES 27 UNITED ARAB EMIRATES
8 GERMANY 18 POLAND 28 UNITED KINGDOM
9 HONG KONG 19 RUSSIA 29 UNITED STATES
10 INDIA 20 SAUDI ARABIA 30 VIETNAM
WELCOME
Welcome to We Are Social’s DIGITAL IN 2016 report, collating all the key data, statistics
and trends you need to understand the state of digital, social and mobile media around
the world today. We’ve received numerous requests for data on additional countries over
the past few years, so we’ve split this year’s report into three distinct parts:
DIGITAL IN 2016
§ This report, which contains regional and global overviews, together with in-depth
profiles of 30 of the world’s top economies. Click here to access our previous reports.
2016 DIGITAL YEARBOOK

§ A separate report, which contains high-level profiles of 232 countries around the world.
Read and download We Are Social’s 2016 Digital Yearbook by clicking here.
EXECUTIVE SUMMARY
§ Our analysis of this year’s key data and trends, together with our forecasts for the
coming twelve months. Read We Are Social’s Executive Summary by clicking here.
If you have any questions about what these trends might mean for your organisation, or
if you’d like to know how We Are Social can help you make sense of them, visit us at
wearesocial.com, click here to email us, or contact us on Twitter: @wearesocialsg.
CLICK HERE TO ACCESS WE ARE SOCIAL’S 2016
DIGITAL YEARBOOK, WHICH CONTAINS HIGH-LEVEL
DATA SNAPSHOTS FOR 232 COUNTRIES WORLDWIDE
GLOBAL & REGIONAL OVERVIEWS
JAN
2016 GLOBAL DIGITAL SNAPSHOT
A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

POPULATION USERS MEDIA USERS MOBILE USERS SOCIAL USERS
7.395 3.419 2.307 3.790 1.968

BILLION BILLION BILLION BILLION BILLION
URBANISATION: 54% PENETRATION: 46% PENETRATION: 31% PENETRATION: 51% PENETRATION: 27%
FIGURE REPRESENTS TOTAL GLOBAL FIGURE INCLUDES ACCESS VIA FIGURE BASED ON ACTIVE USER FIGURE REPRESENTS FIGURE BASED ON ACTIVE USER
POPULATION, INCLUDING CHILDREN FIXED AND MOBILE CONNECTIONS ACCOUNTS, NOT UNIQUE INDIVIDUALS UNIQUE MOBILE PHONE USERS ACCOUNTS, NOT UNIQUE INDIVIDUALS
• Sources: Population: UN, US Census Bureau; Internet: ITU, InternetWorldStats, CIA, national government ministries and industry associations;
• Social & Mobile Social: Facebook, Tencent, VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; Mobile: GSMA Intelligence. @wearesocialsg • 7
JAN
2016 ANNUAL GROWTH
YEAR-ON-YEAR GROWTH TRENDS FOR KEY DIGITAL STATISTICAL INDICATORS
GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

NUMBER OF ACTIVE NUMBER OF ACTIVE NUMBER OF UNIQUE NUMBER OF ACTIVE
INTERNET USERS SOCIAL MEDIA USERS MOBILE USERS MOBILE SOCIAL USERS
+10% +10% +4% +17%

SINCE JAN 2015 SINCE JAN 2015 SINCE JAN 2015 SINCE JAN 2015
+332 MILLION +219 MILLION +141 MILLION +283 MILLION
JAN
2016 SHARE OF GLOBAL USERS
EAST EUROPE
6% 8%
WEST EUROPE
NORTH AMERICA 8% 8%
6% %9
5% 9%
10% 7% EAST ASIA
CENTRAL ASIA
9% 5% 22% 33%
MIDDLE EAST 1% <1%
25% 22%
3% 3% 1% 1%
CENTRAL AMERICA
4% 4% SOUTHEAST ASIA
3% 4% SOUTH ASIA
9% 10%
3% 3% 24% 8%
8% 11%
AFRICA 14% 18%
SOUTH AMERICA 16% 6%

POPULATION
6% 9% 10% 13% OCEANIA
INTERNET USERS
7% 7% 1% 1%
ACTIVE SOCIAL MEDIA ACCOUNTS
1% 1%
MOBILE CONNECTIONS
JAN
2016 DIGITAL IN AFRICA
A SNAPSHOT OF THE REGION’S KEY DIGITAL STATISTICAL INDICATORS
TOTAL ACTIVE ACTIVE SOCIAL MOBILE ACTIVE MOBILE

POPULATION INTERNET USERS MEDIA USERS CONNECTIONS SOCIAL USERS
1,201 349 129 986 102

MILLION MILLION MILLION MILLION MILLION
URBANISATION: 41% PENETRATION: 29% PENETRATION: 11% vs POPULATION: 82% PENETRATION: 8%
FIGURE REPRESENTS TOTAL REGIONAL FIGURE INCLUDES ACCESS VIA FIGURE BASED ON ACTIVE USER FIGURE REPRESENTS MOBILE FIGURE BASED ON ACTIVE USER
POPULATION, INCLUDING CHILDREN FIXED AND MOBILE CONNECTIONS ACCOUNTS, NOT UNIQUE INDIVIDUALS SUBSCRIPTIONS, NOT UNIQUE USERS ACCOUNTS, NOT UNIQUE INDIVIDUALS
JAN
2016 ANNUAL GROWTH: AFRICA
YEAR-ON-YEAR GROWTH TRENDS FOR THE REGION’S KEY DIGITAL STATISTICAL INDICATORS

NUMBER OF ACTIVE NUMBER OF ACTIVE NUMBER OF MOBILE NUMBER OF ACTIVE
INTERNET USERS SOCIAL MEDIA USERS CONNECTIONS MOBILE SOCIAL USERS
+14% +25% +9% +20%

+47.2 MILLION +25.3 MILLION +84.4 MILLION +17.1 MILLION
JAN
2016 DIGITAL IN THE AMERICAS

997 665 511 1,072 437

JAN
2016 ANNUAL GROWTH: THE AMERICAS

+6% +6% +1% +9%

JAN
2016 DIGITAL IN ASIA-PACIFIC

4,116 1,662 1,211 3,860 1,066

JAN
2016 ANNUAL GROWTH: ASIA-PACIFIC

+12% +14% +4% +21%

JAN
2016 DIGITAL IN EUROPE

838 616 393 1,102 305

JAN
2016 ANNUAL GROWTH: EUROPE

+4% +3% +1% +6%

JAN
2016 DIGITAL IN THE MIDDLE EAST

242 128 63 298 58

JAN
2016 ANNUAL GROWTH: THE MIDDLE EAST

+17% +13% +3% +66%

GLOBAL INTERNET USAGE
JAN
2016 INTERNET USE
REGIONAL INTERNET PENETRATION FIGURES
NORTH EAST
AMERICA WEST EUROPE
EUROPE 64%
88% 83% CENTRAL
40% ASIA
EAST
54% ASIA
53%
44%
CENTRAL
AMERICA MIDDLE
27%
SOUTHEAST
EAST
SOUTH 41% ASIA
ASIA
29%
60%
GLOBAL
AVERAGE:
AFRICA 68%
46% SOUTH
AMERICA OCEANIA
• Sources: ITU, InternetWorldStats, CIA, national government ministries and industry bodies; UN, US Census Bureau for population data. @wearesocialsg • 21
JAN
2016 INTERNET USE: REGIONAL OVERVIEW
INTERNET USERS (IN MILLIONS), AND INTERNET PENETRATION, BY REGION
867
INTERNET USERS, IN MILLIONS
INTERNET PENETRATION
480
349 345
315
271 259 254
128 96 27 27
54% 27% 29% 83% 88% 64% 41% 60% 53% 44% 68% 40%
ASIA
ASIA
AFRICA
AMERICA
ASIA
AMERICA
AMERICA
OCEANIA
ASIA
EAST
EAST
SOUTHEAST
EAST
WEST
EUROPE
EUROPE
MIDDLE
SOUTH
NORTH
SOUTH
CENTRAL
CENTRAL
UAE 96%
UK 92%
CANADA 91%
JAPAN 91%
JAN
2016
SOUTH KOREA 90%

GERMANY 89%
AUSTRALIA 88%
USA 87%
FRANCE 86%
SINGAPORE 82%
ARGENTINA 80%
HONG KONG 79%
SPAIN 77%
RUSSIA 72%
NATIONAL INTERNET PENETRATION FIGURES
MALAYSIA 68%
POLAND 67%
SAUDI ARABIA 64%
ITALY 63%
TURKEY 58%
BRAZIL 58%
THAILAND 56%
NIGERIA 53%
EGYPT 52%
INTERNET USE BY COUNTRY
• Sources: ITU, InternetWorldStats, CIA, national government ministries and industry bodies; UN, US Census Bureau for population data.
VIETNAM 50%
CHINA 49%
SOUTH AFRICA 49%
MEXICO 47%
PHILIPPINES 46%
GLOBAL AVERAGE 46%
INDONESIA 34%
INDIA 28%
JAN
2016 INTERNET RANKINGS
BASED ON INTERNET PENETRATION IN COUNTRIES WITH NATIONAL POPULATIONS OF 50,000 PEOPLE OR MORE
HIGHEST INTERNET PENETRATION LOWEST INTERNET PENETRATION
# COUNTRY % USERS # COUNTRY % USERS
01 ICELAND 98% 324,518 214 NORTH KOREA 0.03% 7,200
02 BERMUDA 97% 68,280 213 NIGER 2.0% 395,990
03 NORWAY 96% 5,047,528 212 CHAD 2.5% 356,678
04 DENMARK 96% 5,452,151 211 CONGO (DEM. REP.) 3.0% 2,381,254
05 ANDORRA 96% 82,148 210 ETHIOPIA 3.7% 3,700,000
06 UAE 96% 8,807,226 209 GUINEA-BISSAU 3.8% 70,000
07 NETHERLANDS 95% 16,143,879 208 SIERRA LEONE 4.0% 260,000
08 LUXEMBOURG 95% 541,206 207 CENTRAL AFRICAN REP. 4.4% 217,279
09 FAROE ISLANDS 95% 47,762 206 SOMALIA 4.6% 500,000
10 SWEDEN 94% 9,216,226 205 BURUNDI 4.6% 526,372
BRAZIL 5.2
3.9
PHILIPPINES 5.2
3.2
SOUTH AFRICA 4.9

3.0
JAN
4.7
2016
THAILAND
3.9
ARGENTINA 4.7
3.5
INDONESIA 4.7
3.5
RUSSIA 4.7
1.4
VIETNAM 4.6
2.4
MALAYSIA 4.6
3.6
MEXICO 4.6
3.4
UAE 4.4
3.6
POLAND 4.4
1.3
INDIA 4.4
3.1
US 4.3
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64.

1.9
SINGAPORE 4.2
2.1
TURKEY 4.2
2.6
SAUDI ARABIA 4.1

3.8
ITALY 4.1
2.2
CANADA 3.9
1.3
UK 3.8
1.6
SPAIN 3.8
1.9
AUSTRALIA 3.6
1.1
3.6
TIME SPENT ON THE INTERNET
FRANCE
1.0
CHINA 3.4
2.5
GERMANY 3.3
1.3
AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY, SPLIT BY PC USE AND MOBILE PHONE USE
HONG KONG 3.3

ACCESS THROUGH MOBILE DEVICE
ACCESS THROUGH LAPTOP / DESKTOP
2.2
SOUTH KOREA 3.1

1.9
JAPAN 2.9
0.6
JAN
2016 SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED
SHARE OF WEB SHARE OF WEB SHARE OF WEB SHARE OF WEB

PAGE VIEWS: PAGE VIEWS: PAGE VIEWS: PAGE VIEWS:
LAPTOPS & DESKTOPS MOBILE PHONES TABLETS OTHER DEVICES
56% 39% 5% 0.1%

YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR:
-9% +21% -21% -10%
• Source: StatCounter, Q1 2016. Main figures show the share of total web page requests originating from each type of device. @wearesocialsg • 26
NIGERIA 82%
SOUTH AFRICA 75%
INDONESIA 70%
INDIA 66%
JAN
2016
SAUDI ARABIA 55%

POLAND 51%
• Source: StatCounter, Q1 2016.

UAE 49%
MALAYSIA 47%
TURKEY 46%
THAILAND 45%
SINGAPORE 41%
CHINA 40%
GLOBAL AVERAGE 39%
JAPAN 36%
MEXICO 34%
SPAIN 32%
ARGENTINA 31%
HONG KONG 29%
PHILIPPINES 29%
PERCENTAGE OF TOTAL WEB PAGES SERVED TO MOBILE PHONES
UK 28%
USA 27%
AUSTRALIA 27%
SOUTH KOREA 26%
BRAZIL 26%
VIETNAM 24%
GERMANY 22%
EGYPT 22%
ITALY 21%
MOBILE’S SHARE OF WEB TRAFFIC
FRANCE 19%
CANADA 19%
RUSSIA 12%
SOUTH KOREA 20.5
HONG KONG 15.8
JAPAN 15.0
UK 13.0
JAN
2016
USA 12.6
SINGAPORE 12.5
CANADA 11.9
GERMANY 11.5
POLAND 10.6
SPAIN 10.4
• Source: Akamai’s State of the Internet report, Q3 2015.

RUSSIA 10.2
FRANCE 8.2
THAILAND 8.2
AUSTRALIA 7.8
UAE 6.8
ITALY 6.5
TURKEY 6.2
MEXICO 5.5
GLOBAL AVERAGE 5.1
MALAYSIA 4.9
ARGENTINA 4.2
AVERAGE INTERNET CONNECTION SPEEDS, IN MBPS (FIXED CONNECTIONS)
CHINA 3.7
SOUTH AFRICA 3.7
BRAZIL 3.6
VIETNAM 3.4
SAUDI ARABIA 3.2
INDONESIA 3.0
PHILIPPINES 2.8
INDIA 2.5
AVERAGE NET CONNECTION SPEEDS
NIGERIA 2.5
EGYPT 1.7
JAN
2016 ACTIVE E-COMMERCE SHOPPERS
PERCENTAGE OF THE NATIONAL POPULATION WHO BOUGHT SOMETHING ONLINE IN THE PAST MONTH [SURVEY-BASED]
77%
74%
72%
66%
64%
62%
62%
60%
57%
57%
57%
55%
53%
53%
50%
48%
48%
45%
44%
44%
44%
41%
37%
31%
29%
27%
27%
23%
USA
UAE
SOUTH AFRICA
THAILAND
CHINA
ITALY
VIETNAM
CANADA
JAPAN
UK
ARGENTINA
TURKEY
SOUTH KOREA
RUSSIA
SAUDI ARABIA
MALAYSIA
GERMANY
INDONESIA
SINGAPORE
POLAND
MEXICO
BRAZIL
FRANCE
AUSTRALIA
INDIA
SPAIN
HONG KONG
PHILIPPINES
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64. Note: Data has been re-based to show national penetration. @wearesocialsg • 29
GLOBAL SOCIAL MEDIA USAGE
JAN
2016 SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USER NUMBERS REPORTED BY EACH COUNTRY’S MOST ACTIVE PLATFORM
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
# #
2.31B 31% 1.97B 27%
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data. @wearesocialsg • 31
JAN
TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
NORTH EAST
AMERICA WEST EUROPE
EUROPE 45%
59% 48% CENTRAL
6% ASIA
EAST
48% ASIA
26%
40%
CENTRAL
AMERICA MIDDLE
11%
SOUTHEAST
EAST
SOUTH 37% ASIA
ASIA
11%
50%
GLOBAL
AVERAGE:
AFRICA 45%
31% SOUTH
AMERICA OCEANIA
JAN
2016 SOCIAL MEDIA REGIONAL OVERVIEW
ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY (IN MILLIONS) COMPARED TO POPULATION
769
ACTIVE SOCIAL MEDIA USERS, IN MILLIONS
ACTIVE SOCIAL MEDIA USERS vs. TOTAL POPULATION
234 213 211 201 191 186

129 63
87 18 4
48% 37% 59% 50% 48% 45% 11% 11% 40% 26% 45% 6%
ASIA
ASIA
AMERICA
AMERICA
ASIA
AFRICA
AMERICA
OCEANIA
ASIA
EAST
SOUTHEAST
EAST
EAST
WEST
EUROPE
EUROPE
MIDDLE
NORTH
SOUTH
SOUTH
CENTRAL
CENTRAL
SOUTH KOREA 76%
UAE 68%
HONG KONG 66%
SINGAPORE 64%
JAN
2016
ARGENTINA 62%
USA 59%
MALAYSIA 59%
UK 59%
CANADA 58%
AUSTRALIA 58%
THAILAND 56%
TURKEY 53%
FRANCE 50%
BRAZIL 49%
RUSSIA 48%
SPAIN 48%
CHINA 47%
PHILIPPINES 47%
MEXICO 47%
ITALY 47%
JAPAN 42%
VIETNAM 37%
POLAND 36%
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data.
GERMANY 36%
SAUDI ARABIA 35%
GLOBAL AVERAGE 31%
ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
INDONESIA 30%
SOCIAL MEDIA USE BY COUNTRY
EGYPT 30%
SOUTH AFRICA 24%
INDIA 10%
NIGERIA 8%
JAN
2016 SOCIAL MEDIA RANKINGS
BASED ON SOCIAL MEDIA USE IN COUNTRIES WITH NATIONAL POPULATIONS OF 50,000 PEOPLE OR MORE
HIGHEST SOCIAL MEDIA PENETRATION LOWEST SOCIAL MEDIA PENETRATION
01 TAIWAN 77% 18,000,000 214 NORTH KOREA 0.03% 6,800
02 SOUTH KOREA 76% 38,400,000 213 TURKMENISTAN 0.2% 12,000
03 QATAR 75% 1,700,000 212 CURAÇAO 0.6% 950
04 ICELAND 73% 240,000 211 NIGER 0.9% 190,000
05 UAE 68% 6,300,000 210 CENTRAL AFRICAN REP. 1.3% 63,000
06 ARUBA 68% 77,000 209 SOUTH SUDAN 1.3% 160,000
07 FAROE ISLANDS 67% 34,000 208 ERITREA 1.3% 68,000
08 GREENLAND 66% 37,000 207 TAJIKISTAN 1.4% 120,000
09 HONG KONG 66% 4,800,000 206 CHAD 1.4% 200,000
10 MALTA 64% 270,000 205 UZBEKISTAN 1.5% 460,000
JAN
2016 ACTIVE USERS BY SOCIAL PLATFORM
MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS BY PLATFORM, IN MILLIONS
FACEBOOK 1,590
1,550
WHATSAPP 900
QQ 860
FB MESSENGER 800
QZONE 653
WECHAT 650
TUMBLR 555
INSTAGRAM 400
TWITTER 320
SKYPE 300
BAIDU TIEBA 300
VIBER 249
SINA WEIBO 222
LINE 212
SNAPCHAT 200
YY 122
VKONTAKTE 100 SOCIAL NETWORK
PINTEREST 100 MESSENGER / CHAT APP / VOIP
BBM 100
LINKEDIN 100
• Sources: latest company statements as published in press releases and quarterly results, correct as at 28 January 2016. @wearesocialsg • 36
PHILIPPINES 3.7
BRAZIL 3.3
MEXICO 3.2
JAN
2016
ARGENTINA 3.2
UAE 3.0
MALAYSIA 3.0
SAUDI ARABIA 2.9
THAILAND 2.9
INDONESIA 2.9
SOUTH AFRICA 2.7
TURKEY 2.5
VIETNAM 2.3
INDIA 2.3
ITALY 2.0
RUSSIA 1.9
USA 1.7
SINGAPORE 1.6
SPAIN 1.6
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64. Averages also factor non-users.
HONG KONG 1.5
UK 1.5
CHINA 1.5
CANADA 1.4
POLAND 1.3
AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY
TIME SPENT ON SOCIAL MEDIA
FRANCE 1.3
AUSTRALIA 1.2
GERMANY 1.1
SOUTH KOREA 1.1
JAPAN 0.3
JAN
2016 FACEBOOK USE BY DEVICE
BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK VIA EACH DEVICE, IN MILLIONS
ACTIVE ACCOUNTS ACTIVE ACCOUNTS ACTIVE ACCOUNTS ACTIVE ACCOUNTS

ACCESSING VIA DESKTOP ACCESSING VIA ACCESSING VIA ACCESSING VIA
OR LAPTOP COMPUTERS SMARTPHONES FEATURE PHONES TABLETS
# # # #
748M 1,259M 38M 221M

PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL:
50% 83% 2% 15%
• Sources: extrapolation of Facebook data Q1 2016. Combined share exceeds 100% due to multi-device usage. @wearesocialsg • 38
JAN
2016 MOBILE SOCIAL USE
ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION
NORTH EAST
AMERICA WEST EUROPE
EUROPE 32%
52% 41% CENTRAL
4% ASIA
EAST
43% ASIA
24%
35%
CENTRAL
AMERICA MIDDLE
9%
SOUTHEAST
EAST
SOUTH 31% ASIA
ASIA
8%
42%
GLOBAL
AVERAGE:
AFRICA 41%
27% SOUTH
AMERICA OCEANIA
JAN
2016 MOBILE SOCIAL REGIONAL OVERVIEW
MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY (IN MILLIONS) COMPARED TO POPULATION
689
ACTIVE MOBILE SOCIAL USERS, IN MILLIONS
ACTIVE MOBILE SOCIAL USERS vs. TOTAL POPULATION
200 186 175 169 158 136 58

102 76 17 3
43% 31% 52% 42% 41% 9% 32% 8% 35% 24% 41% 4%

ASIA
ASIA
AMERICA
AMERICA
ASIA
AFRICA
AMERICA
OCEANIA
ASIA
EAST
SOUTHEAST
EAST
EAST
WEST
EUROPE
EUROPE
MIDDLE
NORTH
SOUTH
SOUTH
CENTRAL
CENTRAL
SOUTH KOREA 76%
UAE 61%
HONG KONG 59%
SINGAPORE 58%
JAN
2016
AUSTRALIA 54%
MALAYSIA 52%
USA 52%
UK 51%
THAILAND 50%
ARGENTINA 48%
CANADA 47%
TURKEY 45%
BRAZIL 42%
JAPAN 42%
CHINA 42%
SPAIN 41%
MEXICO 41%
PHILIPPINES 40%
ITALY 40%
FRANCE 39%
SAUDI ARABIA 31%
VIETNAM 31%
GERMANY 30%
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data.
RUSSIA 30%
GLOBAL AVERAGE 27%
POLAND 26%
INDONESIA 25%
MOBILE SOCIAL USE BY COUNTRY
EGYPT 25%
SOUTH AFRICA 18%
INDIA 9%
ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION
NIGERIA 6%
JAN
2016 MOBILE SOCIAL RANKINGS
BASED ON MOBILE SOCIAL MEDIA USE IN COUNTRIES WITH NATIONAL POPULATIONS OF 50,000 PEOPLE OR MORE
HIGHEST MOBILE SOCIAL MEDIA PENETRATION LOWEST MOBILE SOCIAL MEDIA PENETRATION
01 SOUTH KOREA 76% 38,400,000 214 NORTH KOREA 0.02% 4,000
02 QATAR 66% 1,500,000 213 TURKMENISTAN 0.2% 8,600
03 TAIWAN 64% 15,000,000 212 ERITREA 0.7% 38,000
04 ARUBA 62% 70,000 211 NIGER 0.8% 160,000
05 UAE 61% 5,600,000 210 CENTRAL AFRICAN REP. 0.8% 42,000
06 ICELAND 60% 200,000 209 TAJIKISTAN 0.9% 74,400
07 HONG KONG 59% 4,300,000 208 SOUTH SUDAN 1.0% 130,000
08 GREENLAND 59% 33,000 207 UZBEKISTAN 1.2% 350,000
09 BRUNEI 59% 250,000 206 CHAD 1.2% 170,000
10 SINGAPORE 58% 3,300,000 205 CONGO (DEM. REP.) 2.0% 1,600,000
GLOBAL MOBILE PHONE USAGE
JAN
2016 MOBILE USERS vs. CONNECTIONS
GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA

UNIQUE MOBILE UNIQUE MOBILE
MOBILE USERS CONNECTIONS MOBILE USERS CONNECTIONS
WORLDWIDE WORLDWIDE WORLDWIDE WORLDWIDE
3.8B 7.3B 4.9B 7.4B
• Sources: GSMA Intelligence, Q1 2016; Ericsson Mobility Report, Q3 2015. @wearesocialsg • 44

SPAIN 87%
SINGAPORE 85%
JAPAN 84%
JAN
ITALY 84%
2016
GERMANY 82%
HONG KONG 82%
SOUTH KOREA 82%
CANADA 81%
USA 81%
UK 81%
AUSTRALIA 79%
TURKEY 78%
FRANCE 78%
CHINA 77%
MALAYSIA 74%
• Sources: extrapolated from eMarketer data; UN, US Census Bureau for population data.
PHILIPPINES 74%
POLAND 74%
ARGENTINA 72%
RUSSIA 72%
MOBILE USERS BY COUNTRY, COMPARED TO NATIONAL POPULATIONS
THAILAND 69%
EGYPT 68%
SAUDI ARABIA 67%
MEXICO 66%
SOUTH AFRICA 65%
BRAZIL 64%
VIETNAM 63%
INDONESIA 63%
UAE 53%
UNIQUE MOBILE USERS BY COUNTRY
INDIA 52%
NIGERIA 40%
JAN
2016 MOBILE CONNECTIONS
BASED ON THE NUMBER OF CELLULAR SUBSCRIPTIONS / CONNECTIONS (NOT UNIQUE USERS)
TOTAL NUMBER MOBILE SUBSCRIPTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
SUBSCRIPTIONS THE TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G & 4G)
7.32B 99% 76% 24% 47%
• Sources: GSMA Intelligence, Q4 2015; UN, US Census Bureau for population data. @wearesocialsg • 46
JAN
2016 MOBILE CONNECTIONS BY DEVICE
BASED ON THE TOTAL NUMBER OF SMARTPHONE CONNECTIONS AROUND THE WORLD
CONNECTIONS SMARTPHONE CONNECTIONS FEATURE-PHONE

TOTAL GLOBAL ORGINATING FROM CONNECTIONS AS ORGINATING FROM CONNECTIONS AS
CONNECTIONS SMARTPHONE A PERCENTAGE OF FEATURE-PHONE A PERCENTAGE OF
(ALL DEVICES) DEVICES TOTAL CONNECTIONS DEVICES TOTAL CONNECTIONS
# # #
7.3B 3.4B 46% 3.7B 51%
• Source: Ericsson Mobility Report, Q3 2015. Note: other devices such as tablets account for another 250 million connections (3.5% of total). @wearesocialsg • 47
JAN
THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION
NORTH EAST
AMERICA WEST EUROPE
EUROPE 139%
104% 124% CENTRAL
109% ASIA
EAST
99% ASIA
123%
88%
CENTRAL
AMERICA MIDDLE
77%
SOUTHEAST
EAST
SOUTH 124% ASIA
ASIA
82%
121%
GLOBAL
AVERAGE:
AFRICA 108%
99% SOUTH
AMERICA OCEANIA
• Sources: GSMA Intelligence; UN, US Census Bureau for population data. @wearesocialsg • 48
JAN
2016 MOBILE REGIONAL OVERVIEW
MOBILE CONNECTIONS (IN MILLIONS), AND MOBILE CONNECTIONS AS A PERCENTAGE OF POPULATION, BY REGION
1,599
MOBILE CONNECTIONS, IN MILLIONS
1,350 MOBILE CONNECTIONS vs. TOTAL POPULATION
986
792
587
515 508
373
298 74
191 43
99% 77% 82% 124% 139% 124% 121% 104% 123% 88% 109% 108%
ASIA
ASIA
AFRICA
ASIA
AMERICA
AMERICA
AMERICA
ASIA
OCEANIA
EAST
SOUTHEAST
EAST
EAST
WEST
EUROPE
EUROPE
MIDDLE
SOUTH
SOUTH
NORTH
CENTRAL
CENTRAL
UAE 187%
SAUDI ARABIA 181%
HONG KONG 178%
RUSSIA 172%
JAN
2016
SOUTH AFRICA 156%

POLAND 152%
VIETNAM 152%
SINGAPORE 145%
MALAYSIA 142%
ARGENTINA 141%
JAPAN 137%
ITALY 134%
GERMANY 133%
• Sources: GSMA Intelligence; UN, US Census Bureau for population data.

BRAZIL 128%
AUSTRALIA 127%
INDONESIA 126%
THAILAND 122%
PHILIPPINES 117%
UK 115%
SOUTH KOREA 113%
SPAIN 107%
MOBILE CONNECTIONS BY COUNTRY, COMPARED TO NATIONAL POPULATIONS
USA 106%
EGYPT 102%
FRANCE 100%
GLOBAL AVERAGE 99%
CHINA 95%
TURKEY 90%
CANADA 84%
NIGERIA 84%
MOBILE CONNECTIONS BY COUNTRY
MEXICO 81%
INDIA 77%
JAN
2016 MOBILE CONNECTION RANKINGS
BASED ON MOBILE CONNECTIONS IN COUNTRIES WITH NATIONAL POPULATIONS OF 50,000 PEOPLE OR MORE
HIGHEST RATIO OF MOBILE CONNECTIONS TO POPULATION LOWEST RATIO OF MOBILE CONNECTIONS TO POPULTAION
# COUNTRY % TOTAL # COUNTRY % TOTAL
01 MACAU 313% 1,851,238 214 MICRONESIA 4% 18,516
02 QATAR 209% 4,731,736 213 ERITREA 9% 499,769
03 MALDIVES 198% 724,742 212 NORTH KOREA 13% 3,310,941
04 KUWAIT 192% 7,586,502 211 KIRIBATI 20% 22,718
05 ANTIGUA & BARBUDA 189% 176,991 210 MADAGASCAR 31% 7,685,207
06 FINLAND 188% 10,379,579 209 CUBA 33% 3,715,294
07 BAHRAIN 188% 2,609,524 208 SOUTH SUDAN 33% 4,141,365
08 UAE 187% 17,192,339 207 NIGER 35% 7,117,396
09 USA 182% 193,732 206 MALAWI 38% 6,558,496
10 SAINT KITTS & NEVIS 181% 101,229 205 CENTRAL AFRICAN REP. 38% 1,859,541
INDONESIA 98%
2%
NIGERIA 97%
3%
PHILIPPINES 95%
5%
95%
JAN
INDIA
5%
2016
EGYPT 89%
11%
VIETNAM 89%
• Source: GSMA Intelligence.

11%
SAUDI ARABIA 86%

14%
MEXICO 85%
15%
UAE 84%
16%
SOUTH AFRICA 84%

16%
ITALY 84%
16%
THAILAND 83%
17%
RUSSIA 82%
18%
CHINA 78%
22%
MALAYSIA 77%
23%
BRAZIL 76%
24%
ARGENTINA 74%
26%
TURKEY 55%
45%
POLAND 48%
52%
GERMANY 45%
55%
HONG KONG 44%

56%
SINGAPORE 41%
59%
UK 38%
62%
PRE-PAID CONNECTIONS
33%
POST-PAID CONNECTIONS
AUSTRALIA
67%
USA 25%
75%
SPAIN 24%
76%
CANADA 16%
84%
FRANCE 11%
89%
PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE vs. PAID AT THE END OF A CONTRACTUAL PERIOD
SOUTH KOREA 5%
PRE-PAY vs POST-PAY CONNECTIONS
95%
JAPAN 0.4%
99.6%
JAN
2016 MOBILE’S SHARE OF WEB TRAFFIC
PERCENTAGE OF ALL GLOBAL WEB PAGES SERVED TO MOBILE PHONES IN JANUARY OF EACH YEAR
38.6%
33.4%
28.9%
17.0%
10.9%
6.1%
0.7% 2.9%
2009 2010 2011 2012 2013 2014 2015 2016
• Source: StatCounter, Q1 2016. @wearesocialsg • 53

JAN
2016 PLATFORMS’ SHARE OF MOBILE WEB
BASED ON EACH PLATFORM’S SHARE OF TOTAL GLOBAL MOBILE WEB PAGE REQUESTS
PERCENTAGE OF GLOBAL PERCENTAGE OF GLOBAL PERCENTAGE OF GLOBAL

MOBILE WEB PAGE REQUESTS MOBILE WEB PAGE REQUESTS MOBILE WEB PAGE REQUESTS
ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM OTHER
APPLE IOS DEVICES ANDROID WEBKIT DEVICES MOBILE OPERATING SYSTEMS
19% 66% 15%

JAN
2016 GLOBAL MOBILE DATA GROWTH
TOTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN PETABYTES (MILLIONS OF GIGABYTES)
4,500
4,000
AVERAGE MONTHLY MOBILE DATA PER SMARTPHONE CONNECTION: 1.4 GB

3,500
3,000
2,500
2,000
1,500
1,000
500
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 2013 2013 2014 2014 2014 2014 2015 2015 2015
• Source: Ericsson Mobility Report Q3 2015. @wearesocialsg • 55

JAN
2016 ACTIVE M-COMMERCE SHOPPERS
PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A PHONE IN THE PAST MONTH [SURVEY-BASED]
43%
40%
34%
33%
31%
31%
30%
27%
27%
26%
24%
24%
23%
23%
23%
21%
20%
20%
20%
19%
18%
17%
17%
16%
16%
15%
13%
12%
USA
UAE
SOUTH AFRICA
THAILAND
CHINA
ITALY
VIETNAM
CANADA
JAPAN
UK
ARGENTINA
TURKEY
SOUTH KOREA
RUSSIA
SAUDI ARABIA
MALAYSIA
GERMANY
INDONESIA
SINGAPORE
POLAND
MEXICO
BRAZIL
FRANCE
AUSTRALIA
INDIA
SPAIN
HONG KONG
PHILIPPINES
JAN
2016 BROADBAND MOBILE CONNECTIONS
THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO POPULATION
NORTH EAST
AMERICA WEST EUROPE
EUROPE 58%
92% 92% CENTRAL
25% ASIA
EAST
66% ASIA
47%
37%
CENTRAL
AMERICA MIDDLE
11%
SOUTHEAST
EAST
SOUTH 57% ASIA
ASIA
23%
73%
GLOBAL
AVERAGE:
AFRICA 88%
46% SOUTH
AMERICA OCEANIA
JAN
2016 MOBILE BROADBAND BY REGION
MOBILE BROADBAND CONNECTIONS (IN MILLIONS), AND AS A PERCENTAGE OF POPULATION, BY REGION
1,061
MOBILE CONNECTIONS, IN MILLIONS
MOBILE CONNECTIONS vs. TOTAL POPULATION
385 364 329 306 278 245

198 81
114 35 17
66% 92% 57% 92% 73% 23% 58% 11% 47% 37% 88% 25%
ASIA
ASIA
AMERICA
AMERICA
AFRICA
ASIA
AMERICA
OCEANIA
ASIA
EAST
SOUTHEAST
EAST
EAST
WEST
EUROPE
EUROPE
MIDDLE
NORTH
SOUTH
SOUTH
CENTRAL
CENTRAL
SINGAPORE 143%
JAPAN 134%
UAE 130%
SAUDI ARABIA 129%
JAN
2016
HONG KONG 128%

AUSTRALIA 119%
THAILAND 119%
SOUTH KOREA 113%
ITALY 101%
GERMANY 95%
BRAZIL 94%
POLAND 94%
USA 93%
• Sources: GSMA Intelligence; UN, US Census Bureau for population data.

MALAYSIA 93%
UK 92%
CANADA 76%
SPAIN 74%
FRANCE 74%
RUSSIA 66%
ARGENTINA 65%
SOUTH AFRICA 64%
CHINA 57%
ACTIVE 3G & 4G MOBILE CONNECTIONS, COMPARED TO THE TOTAL POPULATION
PHILIPPINES 55%
INDONESIA 49%
GLOBAL AVERAGE 46%
EGYPT 43%
MEXICO 43%
VIETNAM 40%
TURKEY 35%
MOBILE BROADBAND CONNECTIONS
NIGERIA 20%
INDIA 11%
JAN
2016 MOBILE BROADBAND RANKINGS
BASED ON MOBILE BROADBAND CONNECTIONS IN COUNTRIES WITH NATIONAL POPULATIONS OF 50,000 PEOPLE OR MORE
HIGHEST RATIO OF 3G & 4G MOBILE CONNECTIONS TO POPULATION LOWEST RATIO OF 3G & 4G MOBILE CONNECTIONS TO POPULATION
# COUNTRY % TOTAL # COUNTRY % TOTAL
01 MACAU 308% 1,823,284 214 CENTRAL AFRICAN REP. 1% 31,798
02 KUWAIT 156% 6,167,826 213 GUINEA-BISSAU 1% 16,540
03 QATAR 146% 3,308,903 212 NIGER 1% 180,070
04 FINLAND 146% 8,041,060 211 TONGA 1% 1,033
05 SINGAPORE 143% 8,094,257 210 CHAD 2% 237,064
06 SWEDEN 138% 13,551,222 209 KIRIBATI 2% 1,886
07 DENMARK 134% 7,622,808 208 SOMALIA 2% 184,464
08 JAPAN 134% 169,132,489 207 BURUNDI 2% 203,701
09 AUSTRIA 133% 11,371,331 206 TIMOR-LESTE 2% 28,684
10 UAE 130% 11,957,272 205 GABON 4% 71,419
COUNTRY SNAPSHOTS
ARGENTINA
JAN
2016 DIGITAL IN ARGENTINA
A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

43.6 34.8 27.0 61.4 21.0

FIGURE REPRESENTS TOTAL NATIONAL FIGURE INCLUDES ACCESS VIA FIGURE BASED ON ACTIVE USER FIGURE REPRESENTS MOBILE FIGURE BASED ON ACTIVE USER
• Sources: UN, US Census Bureau; InternetWorldStats, Facebook, GSMA Intelligence. @wearesocialsg • 63

JAN
2016 ANNUAL GROWTH
GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE NUMBER

NUMBER OF ACTIVE NUMBER OF ACTIVE NUMBER OF MOBILE OF ACTIVE MOBILE
INTERNET USERS SOCIAL MEDIA USERS SUBSCRIPTIONS SOCIAL USERS
+8% +4% -1% +5%


JAN
2016 DIGITAL DEVICE OWNERSHIP
PERCENTAGE OF THE ADULT POPULATION* THAT OWNS EACH KIND OF DEVICE
MOBILE PHONE SMART LAPTOP OR TABLET

(ALL TYPES) PHONE DESKTOP COMPUTER DEVICE
86% 51% 50% 7%

TV STREAMING HANDHELD E-READER WEARABLE
DEVICE GAMING CONSOLE DEVICE TECH DEVICE
2% [N/A] [N/A] [N/A]

• Source: Google Consumer Barometer 2015. Figures based on responses to a questionnaire. *Please see notes at the end of the report for definitions. @wearesocialsg • 65
JAN
2016 TIME SPENT WITH MEDIA
SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
AVERAGE DAILY USE AVERAGE DAILY USE AVERAGE DAILY USE AVERAGE DAILY
OF THE INTERNET OF THE INTERNET OF SOCIAL MEDIA TELEVISION
VIA A PC OR TABLET VIA A MOBILE PHONE VIA ANY DEVICE VIEWING TIME
4H 44M 3H 30M 3H 13M 2H 43M
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64. Averages also factor non-users. @wearesocialsg • 66
JAN
2016 INTERNET USE
BASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE
TOTAL NUMBER INTERNET USERS AS A TOTAL NUMBER MOBILE INTERNET USERS AS

OF ACTIVE PERCENTAGE OF THE OF ACTIVE MOBILE A PERCENTAGE OF THE
INTERNET USERS TOTAL POPULATION INTERNET USERS TOTAL POPULATION
# #
34.8M 80% 28.0M 64%
• Sources: InternetWorldStats; mobile internet data based on GlobalWebIndex Q4 2015 survey; data has been rebased to show national penetration. @wearesocialsg • 67
JAN
2016 INTERNET USERS: PERSPECTIVE
ESTIMATES OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
INTERNET USERS: INTERNET USERS: INTERNET USERS:

INTERNETWORLDSTATS DATA ITU DATA CIA DATA
# # #
34.79M 28.23M 25.70M
• Sources: InternetWorldStats, ITU, CIA. @wearesocialsg • 68

JAN
2016 FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
USE THE USE THE INTERNET USE THE INTERNET USE THE INTERNET
INTERNET AT LEAST ONCE AT LEAST ONCE LESS THAN ONCE
EVERY DAY PER WEEK PER MONTH PER MONTH
1 7 31 ?
81% 15% 4% <1%
• Source: Google Consumer Barometer 2015. Figures based on responses to a questionnaire. Totals may exceed 100% due to rounding. @wearesocialsg • 69
JAN
2016 SHARE OF WEB TRAFFIC
BASED ON EACH DEVICE’S SHARE OF THE TOTAL WEB PAGES SERVED TO WEB BROWSERS

66% 31% 3% 0.03%

-12% +41% -12% +50%

JAN
BASED ON MONTHLY ACTIVE USER NUMBERS REPORTED BY THE COUNTRY’S MOST ACTIVE PLATFORM
# #
27.0M 62% 21.0M 48%
• Sources: Facebook Q1 2016; Tencent Q3 2015; VKontakte Q3 2015, LiveInternet.ru Q1 2016. @wearesocialsg • 71
JAN
2016 TOP ACTIVE SOCIAL PLATFORMS
FACEBOOK 42%
WHATSAPP 37%
FACEBOOK
MESSENGER
29%
GOOGLE+ 20%
TWITTER 18%
SKYPE 13%
INSTAGRAM 13%
TARINGA 11%
LINKEDIN 10% SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP

PINTEREST 8%
JAN
2016 FACEBOOK USER PROFILE
DETAIL OF FACEBOOK USERS BY AGE GROUP AND GENDER, IN MILLIONS
AGE TOTAL FEMALE MALE

FEMALE
4.6 4.7 TOTAL 27,000,000 52% 48%
MALE 13 – 19 17% 9% 8%
20 – 29 34% 17% 17%
30 – 39 23% 12% 11%
40 – 49 13% 7% 6%
50 – 59 8% 4% 3%
3.2 60+ 5% 3% 2%
2.9
2.4
2.2
2.0
1.6
1.2
0.9 0.9
0.6
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
• Source: We Are Social’s analysis of Facebook-reported data, Q1 2016. Note: table values may not sum to 100% due to rounding in reported data. @wearesocialsg • 73
JAN
2016 MOBILE USERS & CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
NUMBER OF UNIQUE MOBILE PENETRATION NUMBER OF MOBILE MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY (UNIQUE USERS CONNECTIONS AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) vs. POPULATION) (SUBSCRIPTIONS) TOTAL POPULATION UNIQUE MOBILE USER
# #
31.4M 72% 61.4M 141% 1.96
• Sources: extrapolated from eMarketer data; GSMA Intelligence, Q4 2015. UN, US Census Bureau for population data. @wearesocialsg • 74
JAN

61.4M 141% 74% 26% 46%
JAN
2016 MOBILE ACTIVITIES
PERCENTAGE OF THE PERCENTAGE OF THE PERCENTAGE OF THE PERCENTAGE PERCENTAGE OF THE

POPULATION USING POPULATION WATCHING POPULATION PLAYING OF THE POPULATION POPULATION USING
MOBILE MESSENGERS VIDEOS ON MOBILE GAMES ON MOBILE USING MOBILE BANKING MOBILE MAP SERVICES
55% 40% 27% 25% 42%
JAN
2016 E-COMMERCE BY DEVICE
PURCHASED A SEARCHED ONLINE VISITED AN MADE AN ONLINE MADE AN ONLINE

PRODUCT OR FOR A PRODUCT ONLINE RETAIL PURCHASE VIA A LAPTOP PURCHASE VIA A
SERVICE ONLINE OR SERVICE TO BUY STORE IN THE OR DESKTOP COMPUTER MOBILE DEVICE IN
IN THE PAST 30 DAYS IN THE PAST 30 DAYS PAST 30 DAYS IN THE PAST 30 DAYS THE PAST 30 DAYS
53% 71% 57% 50% 24%
AUSTRALIA
JAN
2016 DIGITAL IN AUSTRALIA

24.1 21.2 14.0 30.6 13.0


JAN
2016 ANNUAL GROWTH

+2% +3% +2% +8%


JAN

91% 77% 80% 41%

20% [N/A] 7% 4%
JAN
3H 38M 1H 06M 1H 09M 2H 36M
JAN
2016 INTERNET USE

# #
21.2M 88% 12.9M 54%
JAN

# # #
21.18M 20.41M 20.20M

JAN
1 7 31 ?
87% 11% 2% <1%
JAN

62% 27% 11% 0.1%

+1% +1% -9% +25%

JAN
# #
14.0M 58% 13.0M 54%
JAN
FACEBOOK 41%
FACEBOOK
MESSENGER
26%
SKYPE 13%
GOOGLE+ 11%
LINKEDIN 11%
TWITTER 10%
WHATSAPP 10%
INSTAGRAM 10%
PINTEREST 9% SOCIAL NETWORK

TUMBLR 6%
JAN

FEMALE
MALE
2.0 2.0 TOTAL 14,000,000 53% 47%
13 – 19 12% 6% 6%
20 – 29 29% 14% 14%
30 – 39 22% 11% 11%
1.6 40 – 49 16% 9% 7%
1.5 50 – 59 12% 7% 5%
60+ 11% 6% 5%
1.3
1.0 1.0
0.8 0.9
0.8
0.7
0.6
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
19.1M 79% 30.6M 127% 1.60
JAN

30.6M 127% 33% 67% 94%
JAN

34% 25% 20% 32% 34%
JAN

62% 70% 51% 57% 19%
BRAZIL
JAN
2016 DIGITAL IN BRAZIL

208.7 120.2 103.0 267.1 88.0

• Sources: UN, US Census Bureau; ITU, Facebook, GSMA Intelligence. @wearesocialsg • 95

JAN
2016 ANNUAL GROWTH

+13% +7% -2% +13%


JAN

91% 53% 36% 13%

6% [N/A] [N/A] 1%
JAN
5H 14M 3H 56M 3H 18M 2H 42M
JAN
2016 INTERNET USE

# #
120.2M 58% 93.2M 45%
• Sources: ITU; mobile internet data based on GlobalWebIndex Q4 2015 survey; data has been rebased to show national penetration. @wearesocialsg • 99
JAN

# # #
117.7M 120.2M 108.2M

JAN
1 7 31 ?
78% 14% 6% 2%
JAN

72% 26% 2% 0.05%

+1% +3% -35% +25%

JAN
# #
103.0M 49% 88.0M 42%
JAN
FACEBOOK 31%
WHATSAPP 29%
FACEBOOK
MESSENGER
24%
GOOGLE+ 17%
INSTAGRAM 15%
SKYPE 15%
TWITTER 14%
LINKEDIN 12%
SNAPCHAT 9% SOCIAL NETWORK

PINTEREST 8%
JAN

FEMALE 19.0 TOTAL 103,000,000 54% 46%
MALE 18.0 13 – 19 18% 10% 9%
20 – 29 36% 18% 17%
30 – 39 23% 13% 11%
40 – 49 13% 7% 5%
50 – 59
13.0 60+
7% 4% 3%
4% 2% 1%
11.0
10.0
8.9
7.5
5.5
4.3
2.8 1.5
2.2
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
134.2M 64% 267.1M 128% 1.99
JAN

267.1M 128% 76% 24% 74%
JAN

43% 35% 21% 28% 33%
JAN

44% 52% 46% 41% 21%
CANADA
JAN
2016 DIGITAL IN CANADA

36.11 33.00 21.00 30.48 17.00

JAN
2016 ANNUAL GROWTH

+2% +5% +4% +5%

JAN

76% 57% 75% 33%

[N/A] 12% 16% [N/A]

JAN
3H 55M 1H 20M 1H 26M 2H 27M
JAN
2016 INTERNET USE

# #
33.0M 91% 19.6M 54%
JAN

# # #
33.00M 31.46M 32.40M

JAN
1 7 31 ?
89% 9% 2% <1%
JAN

70% 19% 10% 0.19%

+6% -9% -18% -10%

JAN
# #
21.0M 58% 17.0M 47%
JAN
FACEBOOK 47%
FACEBOOK
MESSENGER
28%
TWITTER 16%
INSTAGRAM 14%
GOOGLE+ 13%
LINKEDIN 12%
SKYPE 12%
PINTEREST 12%
WHATSAPP 10% SOCIAL NETWORK

SNAPCHAT 10%
JAN

FEMALE
2.9 TOTAL 21,000,000 54% 46%
MALE 2.8 13 – 19 8% 4% 4%
20 – 29 27% 13% 14%
30 – 39 20% 10% 10%
40 – 49 16% 9% 7%
2.2 50 – 59 13% 8% 5%
2.0 60+ 12% 7% 5%
1.8
1.6
1.5 1.5
1.1 1.1
0.9
0.7
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
29.4M 81% 30.5M 84% 1.04
JAN

30.5M 84% 16% 84% 90%
JAN

37% 29% 24% 30% 34%
JAN

60% 73% 64% 57% 17%
CHINA
JAN
2016 DIGITAL IN CHINA

1,379 680 653 1,314 577

• Sources: UN, US Census Bureau; ITU, Tencent, GSMA Intelligence. @wearesocialsg • 127
JAN
2016 ANNUAL GROWTH

+8% +4% +2% +14%

• Sources: UN, US Census Bureau; ITU, Tencent, GSMA Intelligence. @wearesocialsg • 128
JAN

99% 74% 65% 16%

2% [N/A] [N/A] [N/A]

JAN
3H 24M 2H 30M 1H 27M 1H 14M
JAN
2016 INTERNET USE

# #
680M 49% 599M 43%
JAN
INTERNET USERS: INTERNET USERS: INTERNET USERS: INTERNET USERS:

INTERNETWORLDSTATS DATA ITU DATA CIA DATA CNNIC DATA
# # # #
674.0M 679.9M 626.6M 668.0M
• Sources: InternetWorldStats, ITU, CIA, CNNIC. @wearesocialsg • 132

JAN
1 7 31 ?
84% 12% 2% 2%
JAN

57% 40% 3% -
-25% +89% +20% -

JAN
# #
653M 47% 577M 42%
JAN
WECHAT 24%
QZONE 21%
SINA WEIBO 16%
BAIDU TIEBA 14%
TENCENT WEIBO 12%
RENREN 6%
FACEBOOK 5%
KAIXIN001 5%
FACEBOOK
MESSENGER
4% SOCIAL NETWORK

51.COM 3%
JAN
# #
1,066M 77% 1,314M 95% 1.23
JAN

1,314M 95% 78% 22% 60%
JAN

39% 31% 29% 30% 29%
JAN

44% 42% 43% 41% 34%
EGYPT
JAN
2016 DIGITAL IN EGYPT

92.45 48.30 28.00 94.00 23.00

JAN
2016 ANNUAL GROWTH

+8% +27% -1% +39%

JAN

# # #
48.30M 29.31M 42.00M

JAN

75% 22% 3% -
-0.3% +0.5% 3% -

JAN
# #
28.0M 30% 23.0M 25%
JAN

FEMALE 7.3 TOTAL 28,000,000 35% 65%
MALE 13 – 19 28% 11% 17%
20 – 29 41% 15% 26%
30 – 39 20% 6% 14%
40 – 49 7% 2% 5%
50 – 59 3% 1% 2%
4.7 60+ 2% 1% 1%
4.2
3.9
3.1
1.6 1.5
0.3 0.3
0.6 0.6 0.2
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
62.7M 68% 94.0M 102% 1.50
JAN

94.0M 102% 89% 11% 42%
FRANCE
JAN
2016 DIGITAL IN FRANCE

64.53 55.43 32.00 64.67 25.00

JAN
2016 ANNUAL GROWTH

+2% +7% +0.4% +4%

JAN

91% 62% 74% 32%

11% [N/A] 3% 1%
JAN
3H 37M 0H 58M 1H 16M 2H 49M
JAN
2016 INTERNET USE

# #
55.4M 86% 31.6M 49%
JAN

# # #
55.43M 54.05M 56.80M

JAN
1 7 31 ?
82% 13% 5% <1%
JAN

73% 19% 7% 0.27%

+6% -14% -11% +42%

JAN
# #
32.0M 50% 25.0M 39%
JAN
FACEBOOK 43%
FACEBOOK
MESSENGER
22%
GOOGLE+ 11%
TWITTER 11%
SNAPCHAT 9%
SKYPE 8%
WHATSAPP 7%
INSTAGRAM 7%

PINTEREST 5%
JAN

FEMALE
4.8 TOTAL 32,000,000 52% 48%
MALE
4.5 13 – 19 14% 7% 7%
20 – 29 29% 14% 15%
30 – 39 21% 11% 10%
40 – 49 15% 8% 7%
3.4 3.3
50 – 59 10% 5% 4%
60+ 8% 5% 4%
2.5
2.3 2.2 2.3
1.7
1.4 1.5
1.2
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
50.2M 78% 64.7M 100% 1.29
JAN

64.7M 100% 11% 89% 74%
JAN

30% 23% 19% 23% 26%
JAN

64% 69% 65% 61% 16%
GERMANY
JAN
2016 DIGITAL IN GERMANY

80.69 71.73 29.00 107.59 24.00

JAN
2016 ANNUAL GROWTH

+2% +4% -1% 0%

JAN

91% 65% 77% 30%

12% [N/A] 9% 2%
JAN
3H 20M 1H 21M 1H 09M 2H 33M
JAN
2016 INTERNET USE

# #
71.7M 89% 44.3M 55%
JAN

# # #
71.73M 69.54M 70.30M

JAN
1 7 31 ?
77% 19% 3% 1%
JAN

71% 22% 6% 0.32%

+0.04% +2% -6% +10%

JAN
# #
29.0M 36% 24.0M 30%
JAN
WHATSAPP 39%
FACEBOOK 38%
FACEBOOK
MESSENGER
20%
SKYPE 10%
GOOGLE+ 9%
INSTAGRAM 7%
TWITTER 7%
PINTEREST 4%
SNAPCHAT 4% SOCIAL NETWORK

LINKEDIN 3%
JAN

FEMALE
4.8 TOTAL 29,000,000 48% 52%
MALE
4.4 13 – 19 13% 7% 7%
20 – 29 32% 15% 17%
30 – 39 22% 11% 11%
40 – 49 16% 8% 8%
50 – 59 10% 5% 5%
3.2 3.3 60+ 6% 2% 3%
2.4
2.2
1.9 1.9
1.5 1.5
0.9
0.7
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
66.3M 82% 107.6M 133% 1.62
JAN

107.6M 133% 45% 55% 71%
JAN

39% 24% 20% 20% 34%
JAN

74% 76% 76% 72% 20%
HONG KONG
JAN
2016 DIGITAL IN HONG KONG

7.32 5.75 4.80 13.00 4.30

JAN
2016 ANNUAL GROWTH

+0.5% +4% +3% +2%

JAN

96% 79% 58% 37%

15% [N/A] 1% 4%
JAN
3H 19M 2H 13M 1H 30M 1H 37M
JAN
2016 INTERNET USE

# #
5.75M 79% 4.65M 64%
JAN

# # #
5.751M 5.456M 5.600M

JAN
1 7 31 ?
94% 5% 1% <1%
JAN

65% 29% 5% -
-3% +13% -18% -

JAN
# #
4.80M 66% 4.30M 59%
JAN
FACEBOOK 50%
WHATSAPP 47%
FACEBOOK
MESSENGER
30%
WECHAT 24%
INSTAGRAM 17%
LINE 17%
GOOGLE+ 15%
SKYPE 10%
SINA WEIBO 9% SOCIAL NETWORK

LINKEDIN 8%
JAN

FEMALE
0.8 TOTAL 4,800,000 54% 46%
MALE 13 – 19 10% 5% 5%
20 – 29 31% 17% 14%
0.7 30 – 39 26% 15% 12%
0.7 40 – 49 14% 7% 7%
50 – 59 9% 4% 4%
0.6 60+ 7% 4% 3%
0.4 0.3
0.3
0.2 0.2 0.2 0.2
0.2
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
6.0M 82% 13.0M 178% 2.17
JAN

13.0M 178% 44% 56% 72%
JAN

58% 43% 40% 37% 51%
JAN

57% 65% 39% 51% 33%
INDIA
JAN
2016 DIGITAL IN INDIA

1,319 375 136 1,012 116

JAN
2016 ANNUAL GROWTH

+19% +15% +8% +16%

JAN

84% 33% 16% 5%

3% [N/A] 1% 3%
JAN
4H 22M 3H 07M 2H 17M 1H 52M
JAN
2016 INTERNET USE

# #
375M 28% 303M 23%
JAN

INTERNETWORLDSTATS DATA ITU DATA CIA DATA TRAI DATA
# # # #
375.0M 237.4M 237.3M 319.4M
• Sources: InternetWorldStats, ITU, CIA, Telecoms Regulatory Authority of India. @wearesocialsg • 204
JAN
1 7 31 ?
48% 30% 16% 6%
JAN

33% 66% 1% -
+25% -9% -21% -

JAN
# #
136M 10% 116M 9%
JAN
FACEBOOK 13%
WHATSAPP 12%
FACEBOOK
MESSENGER
11%
GOOGLE+ 10%
SKYPE 10%
TWITTER 8%
HIKE
MESSENGER
8%
LINKEDIN 7%
INSTAGRAM 7% SOCIAL NETWORK

WECHAT 6%
JAN

FEMALE
52.0 TOTAL 136,000,000 24% 76%
MALE 13 – 19 25% 6% 19%
20 – 29 51% 13% 38%
30 – 39 16% 3% 13%
40 – 49 5% 1% 4%
50 – 59 2% 1% 1%
60+ 1% 0% 1%
26.0
17.0 17.0
8.4
1.7 5.7 2.0 1.3
4.7 0.8 0.4
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
691M 52% 1,012M 77% 1.46
JAN

1,012M 77% 95% 5% 14%
JAN

21% 17% 13% 15% 17%
JAN

23% 24% 23% 20% 17%
INDONESIA
JAN
2016 DIGITAL IN INDONESIA

259.1 88.1 79.0 326.3 66.0

• Sources: UN, US Census Bureau; APJII, Facebook, GSMA Intelligence. @wearesocialsg • 215
JAN
2016 ANNUAL GROWTH

+15% +10% +2% +6%

• Sources: UN, US Census Bureau; APJII, Facebook, GSMA Intelligence. @wearesocialsg • 216
JAN

85% 43% 15% 4%

1% [N/A] 1% 1%
JAN
4H 42M 3H 33M 2H 51M 2H 22M
JAN
2016 INTERNET USE

# #
88.1M 34% 64.1M 25%
• Sources: APJII; mobile internet data based on GlobalWebIndex Q4 2015 survey; data has been rebased to show national penetration. @wearesocialsg • 219
JAN
INTERNET USERS: INTERNET USERS: INTERNET USERS: INTERNET DATA:

INTERNETWORLDSTATS DATA ITU DATA CIA DATA APJII
# # # #
78.00M 44.41M 42.40M 88.10M
• Sources: InternetWorldStats, ITU, CIA, Asosiasi Penyelenggara Jasa Internet Indonesia. @wearesocialsg • 220
JAN
1 7 31 ?
48% 35% 12% 5%
JAN

28% 70% 3% -
-41% +41% -37% -

JAN
# #
79.0M 30% 66.0M 25%
JAN
BBM 19%
FACEBOOK 15%
WHATSAPP 14%
FACEBOOK
MESSENGER
13%
GOOGLE+ 12%
LINE 12%
TWITTER 11%
INSTAGRAM 10%
WECHAT 8% SOCIAL NETWORK

PINTEREST 7%
JAN

FEMALE 21.0 TOTAL 79,000,000 42% 58%
MALE 13 – 19 33% 16% 16%
20 – 29 44% 18% 27%
30 – 39 15% 6% 9%
40 – 49 5% 2% 3%
50 – 59 1% 1% 1%
14.0 60+ 2% 1% 1%
13.0 13.0
7.4
4.6
1.5 1.1
2.3 0.4 0.6 0.4
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
162.3M 63% 326.3M 126% 2.01
JAN

326.3M 126% 98% 2% 39%
JAN

27% 22% 19% 20% 22%
JAN

27% 31% 26% 24% 20%
ITALY
JAN
2016 DIGITAL IN ITALY

59.80 37.67 28.00 80.29 24.00

JAN
2016 ANNUAL GROWTH

+6% 0% -2% +9%

JAN

95% 62% 65% 21%

6% [N/A] 3% 1%
JAN
4H 05M 2H 10M 1H 57M 2H 25M
JAN
2016 INTERNET USE

# #
37.7M 63% 28.5M 48%
JAN

# # #
37.67M 37.05M 37.00M

JAN
1 7 31 ?
79% 15% 5% 1%
JAN

73% 21% 6% 0.17%

+18% -29% -33% 0%

JAN
# #
28.0M 47% 24.0M 40%
JAN
FACEBOOK 33%
WHATSAPP 30%
FACEBOOK
MESSENGER
23%
GOOGLE+ 14%
TWITTER 12%
INSTAGRAM 12%
SKYPE 12%
LINKEDIN 9%

VIBER 6%
JAN

FEMALE
3.8 TOTAL 28,000,000 46% 54%
MALE 13 – 19 10% 5% 5%
3.4 20 – 29 26% 12% 14%
3.1 3.2 30 – 39 23% 11% 11%

3.0 40 – 49 21% 10% 11%
2.8 50 – 59 13% 6% 6%
60+ 8% 3% 5%
1.7 1.8
1.4 1.5
1.3
1.0
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
50.2M 84% 80.3M 134% 1.60
JAN

80.3M 134% 84% 16% 75%
JAN

43% 30% 24% 21% 34%
JAN

48% 56% 53% 44% 23%
JAPAN
JAN
2016 DIGITAL IN JAPAN

126.4 115.0 53.0 173.3 53.0

• Sources: UN, US Census Bureau; InternetWorldStats, LINE (as cited by Nikkei Corporation), GSMA Intelligence. @wearesocialsg • 247
JAN
2016 ANNUAL GROWTH

+1% [N/A]* +9% [N/A]*

• Sources: UN, US Census Bureau; InternetWorldStats, GSMA Intelligence. *Social media figures reported in 2015 were for Facebook, not LINE. @wearesocialsg • 248
JAN

88% 54% 89% 18%

10% [N/A] 4% 4%
JAN
2H 56M 0H 35M 0H 21M 2H 10M
JAN
2016 INTERNET USE

# #
115.0M 91% 44.3M 35%
JAN

# # #
114.96M 114.54M 109.30M

JAN
1 7 31 ?
95% 3% 1% 1%
JAN

60% 36% 4% 0.1%

-10% +26% -12% -58%

JAN
# #
53.0M 42% 53.0M 42%
JAN
LINE 25%
FACEBOOK 17%
TWITTER 15%
MIXI 5%
FACEBOOK
MESSENGER
3%
AMEBLO 3%
INSTAGRAM 2%
GOOGLE+ 2%
MOBAGE 2% SOCIAL NETWORK

GREE 1%
JAN

FEMALE
4.2 TOTAL 24,000,000 50% 50%
MALE 13 – 19 6% 3% 3%
3.7 20 – 29 33% 18% 15%

3.5 30 – 39 28% 15% 14%
3.3 40 – 49 20% 9% 11%
50 – 59 9% 4% 5%
60+ 4% 1% 3%
2.6
2.1
1.3
0.9
0.8 0.7 0.3 0.7
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
106.8M 84% 173.3M 137% 1.62
JAN

173.3M 137% 0.4% 99.6% 98%
JAN

25% 9% 13% 10% 18%

NOTE: THIS FIGURE IS BASED ON
RESPONDENTS WHO REPORTED
USING LINE IN THE PAST 30 DAYS
JAN

55% 65% 65% 54% 13%
MALAYSIA
JAN
2016 DIGITAL IN MALAYSIA

30.54 20.62 18.00 43.43 16.00

JAN
2016 ANNUAL GROWTH

+1% +7% +4% +7%

JAN

96% 71% 35% 14%

4% [N/A] [N/A] 1%
JAN
4H 38M 3H 37M 3H 00M 2H 09M
JAN
2016 INTERNET USE

# #
20.6M 68% 18.0M 59%
JAN

# # #
20.60M 20.62M 12.10M

JAN
1 7 31 ?
77% 17% 5% 1%
JAN

48% 47% 5% -
-19% +40% -29% -

JAN
# #
18.0M 59% 16.0M 52%
JAN
FACEBOOK 41%
WHATSAPP 39%
FACEBOOK
MESSENGER
33%
GOOGLE+ 23%
WECHAT 23%
INSTAGRAM 22%
LINE 17%
TWITTER 16%
SKYPE 13% SOCIAL NETWORK

LINKEDIN 11%
JAN

FEMALE 4.2 TOTAL 18,000,000 44% 56%
MALE 13 – 19 16% 7% 9%
20 – 29 41% 18% 23%
30 – 39 24% 11% 13%
3.2 40 – 49 11% 5% 6%
50 – 59 5% 3% 3%
60+ 3% 1% 2%
2.4
2.0
1.6
1.3
0.9 1.0
0.2 0.3
0.5 0.5
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
22.7M 74% 43.4M 142% 1.91
JAN

43.4M 142% 77% 23% 66%
JAN

56% 43% 34% 37% 47%
JAN

50% 59% 45% 44% 31%
MEXICO
JAN
2016 DIGITAL IN MEXICO

127.8 60.0 60.0 103.5 52.0

JAN
2016 ANNUAL GROWTH

+2% +7% +0.05% +8%

JAN

82% 55% 44% 20%

12% [N/A] 1% 3%
JAN
4H 36M 3H 25M 3H 14M 2H 12M
JAN
2016 INTERNET USE

# #
60.0M 47% 49.9M 39%
JAN

# # #
60.00M 56.74M 49.50M

JAN
1 7 31 ?
61% 24% 13% 3%
JAN

60% 34% 5% 0.09%

-1% +9% -28% -25%

JAN
# #
60.0M 47% 52.0M 41%
JAN
FACEBOOK 25%
WHATSAPP 23%
FACEBOOK
MESSENGER
21%
TWITTER 16%
GOOGLE+ 15%
SKYPE 13%
INSTAGRAM 12%
PINTEREST 10%

TUMBLR 9%
JAN

FEMALE 12.0 12.0 TOTAL 60,000,000 50% 50%
MALE 13 – 19 22% 11% 10%
20 – 29 40% 20% 20%
30 – 39 21% 11% 10%
40 – 49 11% 6% 5%
50 – 59 5% 3% 2%
60+ 3% 1% 1%
6.8
6.2 6.3 6.2
3.5 3.2
0.8 0.8
1.5 1.3
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
84.2M 66% 103.5M 81% 1.23
JAN

103.5M 81% 85% 15% 53%
JAN

34% 28% 20% 18% 27%
JAN

31% 40% 34% 28% 16%
NIGERIA
JAN
2016 DIGITAL IN NIGERIA

184.6 97.2 15.0 154.3 11.0

• Sources: UN, US Census Bureau; Nigerian Communications Commission, Facebook, GSMA Intelligence. @wearesocialsg • 295
JAN
2016 ANNUAL GROWTH

+12% +10% +11% -11%

• Sources: UN, US Census Bureau; Nigerian Communications Commission, Facebook, GSMA Intelligence. @wearesocialsg • 296
JAN

93% 51% 13% [N/A]

[N/A] [N/A] [N/A] [N/A]

JAN

INTERNETWORLDSTATS DATA ITU DATA CIA DATA NCC DATA
# # # #
92.70M 78.79M 66.60M 97.21M
• Sources: InternetWorldStats, ITU, CIA, Nigerian Communications Commission. @wearesocialsg • 298

JAN
1 7 31 ?
67% 25% 5% 3%
JAN

15% 82% 3% -
-28% +10% -27% -

JAN
# #
15.0M 8% 11.0M 6%
JAN

FEMALE 4.5 TOTAL 15,000,000 34% 66%
MALE 13 – 19 15% 6% 9%
20 – 29 46% 16% 30%
30 – 39 20% 6% 14%
40 – 49 7% 2% 5%
50 – 59 3% 1% 2%
60+ 7% 3% 4%
2.4
2.1
1.3
0.9 0.8 0.4
0.3 0.8 0.6
0.2
0.4
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
74.7M 40% 154.3M 84% 2.07
JAN

154.3M 84% 97% 3% 24%
THE PHILIPPINES
JAN
2016 DIGITAL IN THE PHILIPPINES

101.47 47.13 48.00 119.21 41.00

JAN
2016 ANNUAL GROWTH

+7% +20% +4% +28%

JAN

87% 55% 43% 24%

8% [N/A] 5% 5%
JAN
5H 12M 3H 14M 3H 42M 2H 33M
JAN
2016 INTERNET USE

# #
47.1M 46% 35.7M 35%
JAN

INTERNETWORLDSTATS DATA ITU DATA CIA DATA FACEBOOK USERS*
# # # #
47.13M 40.28M 39.20M 48.00M
• Sources: InternetWorldStats, ITU, CIA, Facebook. * Where Facebook users exceed internet users, Facebook users may be a more reliable proxy. @wearesocialsg • 311
JAN
1 7 31 ?
46% 30% 16% 8%
JAN

64% 29% 7% 0.01%

-12% +53% -16% 0%

JAN
# #
48.0M 47% 41.0M 40%
JAN
FACEBOOK 26%
FACEBOOK
MESSENGER
23%
GOOGLE+ 17%
SKYPE 16%
VIBER 14%
TWITTER 13%
INSTAGRAM 12%
LINKEDIN 11%

WECHAT 9%
JAN

FEMALE
10.0 TOTAL
MALE
9.7 13 – 19
48,000,000 52% 48%
26% 14% 12%
20 – 29 41% 21% 20%
30 – 39 19% 10% 9%
40 – 49 8% 5% 4%
50 – 59 4% 2% 2%
6.7 60+ 2% 1% 1%
5.7
4.8
4.3
2.2
1.8 0.8 0.6
1.1 0.5
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
75.4M 74% 119.2M 117% 1.58
JAN

119.2M 117% 95% 5% 47%
JAN

33% 26% 23% 21% 25%
JAN

29% 39% 31% 24% 18%
POLAND
JAN
2016 DIGITAL IN POLAND

38.60 25.71 14.00 58.84 10.00

JAN
2016 ANNUAL GROWTH

+6% +8% +3% +9%

JAN

94% 59% 77% 24%

13% [N/A] 2% 1%
JAN
4H 25M 1H 17M 1H 17M 2H 28M
JAN
2016 INTERNET USE

# #
25.7M 67% 17.6M 46%
JAN

# # #
25.67M 25.71M 25.90M

JAN
1 7 31 ?
74% 20% 5% 1%
JAN

48% 51% 2% 0.02%

-10% +14% -31% -33%

JAN
# #
14.0M 36% 10.0M 26%
JAN
FACEBOOK 36%
FACEBOOK
MESSENGER
19%
GOOGLE+ 14%
SKYPE 10%
TWITTER 7%
INSTAGRAM 6%
WHATSAPP 6%
NK.PL 6%

GADU-GADU 5%
JAN

FEMALE
MALE
2.4 2.4 TOTAL 14,000,000 52% 48%
13 – 19 22% 11% 11%
20 – 29 34% 17% 17%
30 – 39 24% 13% 11%
40 – 49 10% 5% 5%
1.8 50 – 59 5% 3% 2%
1.6 60+ 4% 2% 2%
1.5 1.5
0.8
0.7
0.4
0.3 0.3 0.3
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
28.4M 74% 58.8M 152% 2.07
JAN

58.8M 152% 48% 52% 62%
JAN

25% 19% 17% 28% 27%
JAN

53% 59% 43% 51% 20%
RUSSIA
JAN
2016 DIGITAL IN RUSSIA

143.4 103.1 68.5 247.2 42.5

• Sources: UN, US Census Bureau; InternetWorldStats, VKontakte, LiveInternet.ru, GSMA Intelligence. @wearesocialsg • 338
JAN
2016 ANNUAL GROWTH

+4% +2% +4% +11%

• Sources: UN, US Census Bureau; InternetWorldStats, VKontakte, LiveInternet.ru, GSMA Intelligence. @wearesocialsg • 339
JAN

95% 61% 80% 33%

9% [N/A] 11% 2%
JAN
4H 40M 1H 23M 1H 52M 2H 16M
JAN
2016 INTERNET USE

# #
103.1M 72% 57.0M 40%
JAN

# # #
103.15M 101.16M 84.40M

JAN
1 7 31 ?
81% 15% 4% <1%
JAN

83% 12% 5% 0.01%

+11% -30% -38% 0%

JAN
# #
68.5M 48% 42.5M 30%
JAN
VK 39%
ODNOKLASSNIKI 32%
FACEBOOK 24%
SKYPE 19%
GOOGLE+ 17%
VIBER 15%
WHATSAPP 15%
INSTAGRAM 12%
TWITTER 11% SOCIAL NETWORK

FACEBOOK
MESSENGER
6%
JAN

FEMALE
TOTAL 10,000,000 52% 48%
MALE 1.7 13 – 19 10% 5% 5%
1.6 1.6 20 – 29 33% 17% 16%
1.5 30 – 39 31% 16% 15%
40 – 49 15% 8% 8%
50 – 59 8% 4% 4%
60+ 5% 3% 2%
0.8 0.8
0.5
0.5 0.4
0.4
0.3 0.2
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
103.2M 72% 247.2M 172% 2.40
JAN

247.2M 172% 82% 18% 38%
JAN

31% 19% 17% 15% 27%
JAN

48% 64% 47% 45% 15%
SAUDI ARABIA
JAN
2016 DIGITAL IN SAUDI ARABIA

31.85 20.29 11.00 57.58 10.00

JAN
2016 ANNUAL GROWTH

+5% +20% +9% +25%

JAN

91% 86% 54% 21%

7% [N/A] 2% 5%
JAN
4H 08M 3H 46M 2H 56M 1H 55M
JAN
2016 INTERNET USE

# #
20.3M 64% 15.5M 49%
JAN

# # #
18.30M 20.29M 16.20M

JAN
1 7 31 ?
86% 10% 3% 1%
JAN

39% 55% 5% 0.14%

-17% +19% -13% +133%

JAN
# #
11.0M 35% 10.0M 31%
JAN
WHATSAPP 27%
FACEBOOK 25%
FACEBOOK
MESSENGER
20%
TWITTER 20%
INSTAGRAM 17%
GOOGLE+ 15%
SKYPE 14%
SNAPCHAT 13%
LINE 12% SOCIAL NETWORK

LINKEDIN 11%
JAN

FEMALE
3.8 TOTAL 11,000,000 19% 81%
MALE 13 – 19 14% 4% 10%
20 – 29 43% 9% 35%
30 – 39 32% 5% 26%
2.9 40 – 49 11% 2% 9%
50 – 59 3% 1% 3%
60+ 1% 0% 1%
1.1
1.0 1.0
0.6 0.3
0.2 0.1
0.4 0.1 0.0
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
21.2M 67% 57.6M 181% 2.72
JAN

57.6M 181% 86% 14% 71%
JAN

38% 34% 28% 26% 34%
JAN

41% 52% 42% 36% 23%
SINGAPORE
JAN
2016 DIGITAL IN SINGAPORE

5.65 4.65 3.60 8.22 3.30

JAN
2016 ANNUAL GROWTH

+1% 0% +2% +3%

JAN

96% 88% 71% 42%

12% [N/A] 2% 4%
JAN
4H 14M 2H 03M 1H 39M 1H 38M
JAN
2016 INTERNET USE

# #
4.65M 82% 3.70M 66%
JAN

# # #
4.653M 4.633M 4.500M

JAN
1 7 31 ?
84% 11% 4% 1%
JAN

52% 41% 7% 0.02%

-7% +17% -23% +100%

JAN
# #
3.60M 64% 3.30M 58%
JAN
WHATSAPP 46%
FACEBOOK 43%
FACEBOOK
MESSENGER
26%
INSTAGRAM 18%
GOOGLE+ 14%
LINE 14%
LINKEDIN 14%
SKYPE 13%
TWITTER 13% SOCIAL NETWORK

WECHAT 12%
JAN

FEMALE
TOTAL 3,600,000 47% 53%
MALE 0.7 13 – 19 8% 4% 4%
20 – 29 34% 15% 19%
30 – 39 28% 13% 14%
0.5 0.5
40 – 49 16% 8% 8%
50 – 59 9% 5% 4%
0.5 60+ 5% 3% 3%
0.3 0.3
0.2 0.2
0.1 0.1
0.1 0.1
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
4.80M 85% 8.22M 145% 1.71
JAN

8.22M 145% 41% 59% 98%
JAN

58% 42% 33% 38% 48%
JAN

57% 67% 52% 50% 30%
SOUTH AFRICA
JAN
2016 DIGITAL IN SOUTH AFRICA

54.73 26.84 13.00 85.53 10.00

JAN
2016 ANNUAL GROWTH

+5% +10% +8% -6%

JAN

92% 60% 18% 7%

3% [N/A] 1% 1%
JAN
4H 54M 2H 59M 2H 43M 2H 21M
JAN
2016 INTERNET USE

# #
26.8M 49% 23.1M 42%
JAN

# # #
26.84M 26.82M 24.80M

JAN
1 7 31 ?
59% 26% 12% 3%
JAN

21% 75% 5% 0.02%

-38% +23% -22% -60%

JAN
# #
13.0M 24% 10.0M 18%
JAN
WHATSAPP 33%
FACEBOOK 30%
FACEBOOK
MESSENGER
20%
GOOGLE+ 15%
LINKEDIN 13%
TWITTER 12%
PINTEREST 11%
INSTAGRAM 10%
BBM 9% SOCIAL NETWORK

SKYPE 9%
JAN

FEMALE
2.7 TOTAL 13,000,000 50% 50%
MALE 2.6 13 – 19 17% 8% 8%
20 – 29 41% 20% 21%
30 – 39 21% 10% 11%
40 – 49 9% 5% 4%
50 – 59 5% 3% 2%
60+ 7% 4% 3%
1.4
1.3
1.1 1.1
0.6 0.6
0.5 0.4
0.4
0.3
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
35.6M 65% 85.5M 156% 2.40
JAN

85.5M 156% 84% 16% 41%
JAN

38% 28% 16% 26% 29%
JAN

27% 43% 33% 23% 12%
SOUTH KOREA
JAN
2016 DIGITAL IN SOUTH KOREA

50.40 45.31 38.40 57.08 38.40

• Sources: UN, US Census Bureau; InternetWorldStats, Kakao, GSMA Intelligence. @wearesocialsg • 402
JAN
2016 ANNUAL GROWTH

0% [N/A]* +3% [N/A]*

• Sources: UN, US Census Bureau; InternetWorldStats, GSMA Intelligence. *Social media figures reported in 2015 were for Facebook, not Kakaotalk. @wearesocialsg • 403
JAN

98% 83% 68% 15%

5% [N/A] 1% 2%
JAN
3H 04M 1H 56M 1H 06M 2H 04M
JAN
2016 INTERNET USE

# #
45.3M 90% 35.3M 70%
JAN

# # #
45.31M 42.50M 44.90M

JAN
1 7 31 ?
97% 3% <1% <1%
JAN

73% 26% 1% -
+6% -12% -42% -

JAN
# #
38.4M 76% 38.4M 76%
JAN
KAKAOTALK 41%
FACEBOOK 27%
KAKAOSTORY 17%
FACEBOOK
MESSENGER
12%
TWITTER 10%
LINE 7%
INSTAGRAM 7%
GOOGLE+ 6%
TWITCH 4% SOCIAL NETWORK

TUMBLR 3%
JAN

FEMALE
3.5 TOTAL 16,000,000 43% 57%
MALE 13 – 19 23% 12% 11%
20 – 29 40% 18% 22%
2.9 30 – 39 19% 8% 12%

40 – 49 11% 4% 7%
50 – 59 5% 2% 3%
60+ 2% 0% 1%
1.9 1.8 1.9
1.2 1.1
0.7
0.3 0.5 0.2
0.1
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
41.1M 82% 57.1M 113% 1.39
JAN

57.1M 113% 5% 95% 99%
JAN

47% 51 45% 43% 53%
JAN

72% 78% 46% 68% 43%
SPAIN
JAN
2016 DIGITAL IN SPAIN

46.09 35.71 22.00 49.16 19.00

JAN
2016 ANNUAL GROWTH

+6% 0% -1% +7%

JAN

96% 80% 73% 38%

16% [N/A] 12% 2%

JAN
3H 47M 1H 55M 1H 36M 2H 25M
JAN
2016 INTERNET USE

# #
35.7M 77% 29.9M 65%
JAN

# # #
35.71M 35.12M 35.50M

JAN
1 7 31 ?
86% 11% 2% <1%
JAN

62% 32% 7% 0.07%

+4% -6% -3% 0%

JAN
# #
22.0M 48% 19.0M 41%
JAN
WHATSAPP 45%
FACEBOOK 44%
FACEBOOK
MESSENGER
24%
TWITTER 24%
GOOGLE+ 21%
INSTAGRAM 15%
LINKEDIN 14%
SKYPE 13%

LINE 8%
JAN

FEMALE
3.0 TOTAL 22,000,000 50% 50%
MALE
2.8 13 – 19 6% 4% 3%
2.7 2.7 20 – 29 25% 12% 12%
30 – 39 26% 14% 13%
2.4
2.3 40 – 49 21% 11% 10%
50 – 59 13% 7% 6%
60+ 7% 4% 4%
1.5
1.3
0.8 0.8 0.8

0.6
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
40.0M 87% 49.2M 107% 1.23
JAN

49.2M 107% 24% 76% 69%
JAN

51% 38% 25% 33% 39%
JAN

57% 66% 61% 52% 27%
THAILAND
JAN
2016 DIGITAL IN THAILAND

68.05 38.00 38.00 82.78 34.00

JAN
2016 ANNUAL GROWTH

+21% +19% -15% +21%

JAN

96% 64% 27% 11%

2% [N/A] 1% 1%
JAN
4H 45M 3H 53M 2H 52M 2H 27M
JAN
2016 INTERNET USE

# #
38.0M 56% 30.6M 45%
JAN

# # #
38.00M 23.74M 19.50M

JAN
1 7 31 ?
86% 11% 3% 1%
JAN

50% 45% 5% -
-14% +30% -29% -

JAN
# #
38.0M 56% 34.0M 50%
JAN
FACEBOOK 32%
LINE 29%
FACEBOOK
MESSENGER
28%
GOOGLE+ 22%
INSTAGRAM 19%
TWITTER 14%
PINTEREST 11%
WHATSAPP 11%

LINKEDIN 10%
JAN

FEMALE
6.9 7.1 TOTAL 38,000,000 50% 50%
MALE 13 – 19 23% 12% 11%
20 – 29 37% 18% 19%
30 – 39 22% 11% 11%
40 – 49 10% 5% 5%
50 – 59 5% 2% 2%
60+ 3% 1% 2%
4.4 4.3 4.2 4.1
1.9 1.8
0.5
0.9 0.9 0.6
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
47.0M 69% 82.8M 122% 1.76
JAN

82.8M 122% 83% 17% 98%
JAN

40% 33% 33% 30% 32%
JAN

44% 48% 40% 39% 31%
TURKEY
JAN
2016 DIGITAL IN TURKEY

79.14 46.28 42.00 71.03 36.00

JAN
2016 ANNUAL GROWTH

+10% +5% +2% +13%

JAN

86% 56% 48% 11%

4% [N/A] 1% 5%
JAN
4H 14M 2H 35M 2H 32M 2H 18M
JAN
2016 INTERNET USE

# #
46.3M 58% 40.5M 51%
JAN

# # #
46.28M 40.40M 36.60M

JAN
1 7 31 ?
77% 16% 4% 3%
JAN

51% 46% 4% 0.03%

-25% +55% +9% +200%

JAN
# #
42.0M 53% 36.0M 45%
JAN
FACEBOOK 32%
WHATSAPP 24%
FACEBOOK
MESSENGER
20%
TWITTER 17%
INSTAGRAM 16%
GOOGLE+ 15%
SKYPE 13%
LINKEDIN 9%
VIBER 8% SOCIAL NETWORK

VINE 7%
JAN

FEMALE
6.9 7.1 TOTAL 42,000,000 37% 63%
MALE 13 – 19 19% 8% 11%
20 – 29 36% 14% 23%
30 – 39 23% 8% 15%
40 – 49 12% 4% 8%
50 – 59 5% 2% 3%
60+ 3% 1% 2%
4.4 4.3 4.2 4.1
1.9 1.8
0.5
0.9 0.9 0.6
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
62.1M 78% 71.0M 90% 1.14
JAN

71.0M 90% 55% 45% 39%
JAN

43% 36% 28% 35% 37%
JAN

45% 54% 40% 42% 24%
UNITED ARAB EMIRATES
JAN
2016 DIGITAL IN THE UAE

9.21 8.81 6.30 17.19 5.60

JAN
2016 ANNUAL GROWTH

+3% +17% +5% +22%

JAN

99% 91% 78% 33%

12% [N/A] 2% 8%
JAN
4H 25M 3H 37M 3H 01M 1H 42M
JAN
2016 INTERNET USE

# #
8.81M 96% 7.40M 80%
JAN

# # #
8.807M 8.328M 5.200M

JAN
1 7 31 ?
89% 7% 2% 2%
JAN

47% 49% 4% 0.06%

+1% +2% -23% +100%

JAN
# #
6.30M 68% 5.60M 61%
JAN
WHATSAPP 47%
FACEBOOK 46%
SKYPE 46%
FACEBOOK
MESSENGER
42%
TWITTER 29%
INSTAGRAM 27%
LINKEDIN 27%
GOOGLE+ 27%
VIBER 20% SOCIAL NETWORK

SNAPCHAT 19%
JAN

FEMALE
1.9 TOTAL 6,300,000 26% 74%
MALE 13 – 19 7% 3% 5%
20 – 29 40% 10% 30%
1.6 30 – 39 34% 9% 25%
40 – 49 12% 3% 9%
50 – 59 3% 1% 3%
60+ 2% 1% 1%
0.6
0.6 0.6
0.2 0.3
0.1 0.0 0.1
0.2 0.2
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
4.90M 53% 17.19M 187% 3.51
JAN

17.19M 187% 84% 16% 70%
JAN

71% 62% 41% 47% 60%
JAN

62% 80% 65% 53% 40%
UNITED KINGDOM
JAN
2016 DIGITAL IN THE UK

64.91 59.47 38.00 74.92 33.00

JAN
2016 ANNUAL GROWTH

+2% 0% -0.2% +3%

JAN

92% 71% 75% 51%

21% [N/A] 13% 4%

JAN
3H 47M 1H 33M 1H 29M 2H 46M
JAN
2016 INTERNET USE

# #
59.5M 92% 40.3M 62%
JAN

# # #
59.33M 59.47M 57.30M

JAN
1 7 31 ?
85% 11% 3% 1%
JAN

59% 28% 12% 0.4%

+8% -7% -16% +33%

JAN
# #
38.0M 59% 33.0M 51%
JAN
FACEBOOK 47%
FACEBOOK
MESSENGER
32%
WHATSAPP 24%
TWITTER 20%
INSTAGRAM 14%
SKYPE 13%
SNAPCHAT 12%
GOOGLE+ 10%

PINTEREST 8%
JAN

FEMALE
5.3 5.4 TOTAL 38,000,000 51% 49%
MALE 13 – 19 11% 6% 5%
20 – 29 28% 14% 14%
30 – 39 21% 11% 11%
4.1 4.0
40 – 49 17% 9% 8%
50 – 59 12% 7% 5%
60+ 10% 6% 4%
3.4
3.0
2.5
2.1 2.0 2.1
1.9
1.7
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
52.8M 81% 74.9M 115% 1.42
JAN

74.9M 115% 38% 62% 80%
JAN

43% 31% 24% 32% 37%
JAN

77% 79% 79% 73% 27%
UNITED STATES OF AMERICA
JAN
2016 DIGITAL IN THE USA

322.9 282.1 192.0 342.4 169.0

JAN
2016 ANNUAL GROWTH

+4% +3% +4% +6%

JAN

85% 57% 72% 35%

[N/A] 10% 12% [N/A]

JAN
4H 15M 1H 55M 1H 43M 3H 18M
JAN
2016 INTERNET USE

# #
282.1M 87% 178.0M 55%
JAN

# # #
280.7M 282.1M 276.6M

JAN
1 7 31 ?
79% 14% 6% 1%
JAN

65% 27% 8% 0.18%

-2% +7% -4% -5%

JAN
# #
192M 59% 169M 52%
JAN
FACEBOOK 41%
FACEBOOK
MESSENGER
26%
TWITTER 17%
PINTEREST 15%
INSTAGRAM 15%
GOOGLE+ 12%
LINKEDIN 11%
SNAPCHAT 11%

TUMBLR 8%
JAN

FEMALE
27.0 27.0 TOTAL 192,000,000 54% 46%
MALE 13 – 19 8% 4% 4%
20 – 29 28% 14% 14%
30 – 39 21% 11% 10%
21.0 40 – 49 16% 9% 7%
19.0 50 – 59 13% 8% 5%
60+ 13% 8% 5%
17.0
15.0 15.0
14.0
10.0 9.7
8.3
7.3
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
263M 81% 342M 106% 1.30
JAN

342M 106% 25% 75% 88%
JAN

34% 31% 28% 31% 38%
JAN

66% 71% 69% 60% 26%
VIETNAM
JAN
2016 DIGITAL IN VIETNAM

93.95 47.30 35.00 142.99 29.00

JAN
2016 ANNUAL GROWTH

+10% +25% +5% +21%

JAN

93% 55% 46% 12%

2% [N/A] [N/A] [N/A]

JAN
4H 39M 2H 25M 2H 18M 1H 31M
JAN
2016 INTERNET USE

# #
47.3M 50% 39.7M 42%
JAN

# # #
47.30M 45.39M 40.10M

JAN
1 7 31 ?
78% 18% 3% 1%
JAN

71% 24% 4% -
-9% +40% +4% -

JAN
# #
35.0M 37% 29.0M 31%
JAN
FACEBOOK 29%
ZALO 25%
FACEBOOK
MESSENGER
25%
GOOGLE+ 20%
SKYPE 15%
VIBER 11%
LINE 10%
TWITTER 9%
INSTAGRAM 9% SOCIAL NETWORK

WHATSAPP 6%
JAN

FEMALE 8.6 TOTAL 35,000,000 46% 54%
MALE 13 – 19 30% 15% 15%
20 – 29 45% 21% 25%
7.2 30 – 39 17% 8% 9%
40 – 49 5% 2% 3%
50 – 59 2% 1% 1%
60+ 1% 0% 1%
5.1 5.3
3.3
2.7
1.0 0.3 0.4 0.1 0.3

0.8
13 – 19 20 – 29 30 – 39 40 – 49 50 – 59 60+
JAN
# #
59.5M 63% 143.0M 152% 2.40
JAN

143.0M 152% 89% 11% 26%
JAN

34% 29% 23% 19% 28%
JAN

37% 45% 33% 32% 23%
CLICK HERE TO READ OUR DETAILED ANALYSIS
OF ALL THESE NUMBERS: BIT.LY/DSM2016ES
CLICK HERE TO ACCESS WE ARE SOCIAL’S
OTHER FREE REPORTS & HOW-TO GUIDES
SPECIAL THANKS
We’d like to offer our thanks to GlobalWebIndex for providing their valuable
data and support in the development of this report. GlobalWebIndex is the
world’s largest market research study on the digital consumer, spanning 37
countries, 4,500 data points, and conducting fieldwork 4 times a year:
90% GLOBAL 37 MARKETS & 200,000 QUARTERLY DATA TOTAL DEVICE

COVERAGE INTERVIEWS PER YEAR COLLECTION COVERAGE
Find out more: http://www.globalwebindex.net/
SPECIAL THANKS
We’d also like to offer our thanks to GSMA Intelligence for providing their
valuable data for this report. 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
SPECIAL THANKS
We’d also like to offer our thanks to the following data providers for
publishing much of the valuable data included in this year’s report:
GOOGLE CONSUMER STAT AKAMAI ERICSSON

BAROMETER COUNTER TECHNOLOGIES MOBILITY
Lastly, we’d like to say a big thank you to the TheNounProject.com,

who provided much of the inspiration for the icons used in this report.
DATA SOURCES USED IN THIS REPORT
POPULATION DATA: United Nations World Population Prospects, 2015 Revision; US Census Bureau (2016 data); United
Nations World Urbanization Prospects, 2014 Revision.
INTERNET USER DATA: InternetWorldStats (November 2015 Update); ITU Individuals Using the Internet, 2015; CIA World
Factbook, January 2015; The Prospect Group; The China Internet Network Information Center; The Telecom Regulatory
Authority of India; Asosiasi Penyelenggara Jasa Internet Indonesia; Nigerian Communications Commission; Akamai’s
State of the Internet report (Q3 2015). Time spent, and mobile internet usage and penetration data extrapolated from
GlobalWebIndex, Q4 2015. Share of web traffic data from StatCounter, January 2016. Frequency of internet use data
from Google Consumer Barometer 2014-2015**.
SOCIAL MEDIA AND MOBILE SOCIAL MEDIA DATA: Latest reported monthly active user data from Facebook, Tencent,
VKontakte, LINE, Kakao, Google, Sina, Twitter, Skype, Yahoo!, Viber, Baidu, and Snapchat as at January 2016. Social
media usage data and time spent on social media extrapolated from GlobalWebIndex, Q4 2015. Facebook age and
gender data extrapolated from Facebook-reported data, January 2016. Thanks to Niki Aghaei for her assistance with
collecting and understanding social media user data for Iran.
MOBILE PHONE USERS, CONNECTIONS AND MOBILE BROADBAND DATA: Latest reported national data from GSMA
Intelligence (Q4 2015); extrapolated data from eMarketer; extrapolated global data from GSMA Intelligence (Jan
2016); Ericsson Mobility Report (Nov 2015); usage data extrapolated from GlobalWebIndex Q4 2015; Akamai’s State of
the Internet report (Q3 2015); Google Consumer Barometer 2014-2015**.
ECOMMERCE DATA: GlobalWebIndex Q4 2015; Google Consumer Barometer 2014-2015**.
DIGITAL DEVICE OWNERSHIP DATA: Google Consumer Barometer 2014-2015**.
NOTES: ‘Annual growth’ figures are calculated using the data we reported in We Are Social’s Digital, Social & Mobile in
2015 report. * GlobalWebIndex surveys more than 700,000 internet users aged 16 to 64 ever quarter across 34 countries
around the world, representing 90% of the global internet population. ** Google’s Consumer Barometer polls a
nationally representative total population (online & offline) aged 16+ in each country surveyed except in Argentina,
Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, US where the sample base is aged 18+, and
Japan, where the sample base is aged 20+. For more details, see consumerbarometer.com.
IMPORTANT NOTES
We Are Social publishes its compendium of digital, social, and mobile media statistics on an annual
basis, but on occasion we may need to alter or update the information and data contained therein.
To ensure you have the most up-to-date version of this report, please visit http://bit.ly/DSM2016DI.
This report contains data, tables, figures, maps, flags, analyses and technical notes that relate to
various geographical territories around the world. However, reference to these territories and any
associated elements (including flags) does not imply the expression of any opinion whatsoever on the
part of We Are Social or any of its employees, nor on the part of any of the featured data partners,
nor any of those organisations’ employees, concerning the legal status of any country, territory, city
or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.
This report has been compiled for informational purposes only, and relies on data from a wide variety
of sources, including public and private companies, market research firms, government agencies,
NGOs, and private individuals. We strive to ensure that all data and charts contained in the report
are as accurate and up-to-date as possible, but neither We Are Social, nor any of its employees, nor
any of its contractors, subcontractors or their employees, makes any warranty, express or implied, or
assumes any legal liability or responsibility for the accuracy, completeness, or any third party's use
or the results of such use of any information, or represents that its use would not infringe privately
owned rights.
We Are Social will not be liable in respect of any business losses, including without limitation loss of or
damage to profits, income, revenue, use, production, anticipated savings, business, contracts,
commercial opportunities or goodwill as a result of any actions taken based on any of the content
contained within this report.
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CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE
BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
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1 ARGENTINA 11 INDONESIA 21 SINGAPORE

2016 DIGITAL YEARBOOK

TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

7.395 3.419 2.307 3.790 1.968

GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

+10% +10% +4% +17%

+332 MILLION +219 MILLION +141 MILLION +283 MILLION

SOUTH AMERICA 16% 6%

TOTAL ACTIVE ACTIVE SOCIAL MOBILE ACTIVE MOBILE

1,201 349 129 986 102

GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

+14% +25% +9% +20%

TOTAL ACTIVE ACTIVE SOCIAL MOBILE ACTIVE MOBILE

997 665 511 1,072 437

GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

+6% +6% +1% +9%

TOTAL ACTIVE ACTIVE SOCIAL MOBILE ACTIVE MOBILE

4,116 1,662 1,211 3,860 1,066

GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

+12% +14% +4% +21%

TOTAL ACTIVE ACTIVE SOCIAL MOBILE ACTIVE MOBILE

838 616 393 1,102 305

GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

+4% +3% +1% +6%

TOTAL ACTIVE ACTIVE SOCIAL MOBILE ACTIVE MOBILE

242 128 63 298 58

GROWTH IN THE GROWTH IN THE GROWTH IN THE GROWTH IN THE

+17% +13% +3% +66%

SOUTH KOREA 90%

HIGHEST INTERNET PENETRATION LOWEST INTERNET PENETRATION

# COUNTRY % USERS # COUNTRY % USERS

01 ICELAND 98% 324,518 214 NORTH KOREA 0.03% 7,200

02 BERMUDA 97% 68,280 213 NIGER 2.0% 395,990

03 NORWAY 96% 5,047,528 212 CHAD 2.5% 356,678

04 DENMARK 96% 5,452,151 211 CONGO (DEM. REP.) 3.0% 2,381,254

05 ANDORRA 96% 82,148 210 ETHIOPIA 3.7% 3,700,000

06 UAE 96% 8,807,226 209 GUINEA-BISSAU 3.8% 70,000

07 NETHERLANDS 95% 16,143,879 208 SIERRA LEONE 4.0% 260,000

08 LUXEMBOURG 95% 541,206 207 CENTRAL AFRICAN REP. 4.4% 217,279

09 FAROE ISLANDS 95% 47,762 206 SOMALIA 4.6% 500,000

10 SWEDEN 94% 9,216,226 205 BURUNDI 4.6% 526,372

SOUTH AFRICA 4.9

• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64.

SAUDI ARABIA 4.1

HONG KONG 3.3

SOUTH KOREA 3.1

SHARE OF WEB SHARE OF WEB SHARE OF WEB SHARE OF WEB

56% 39% 5% 0.1%

SAUDI ARABIA 55%

• Source: StatCounter, Q1 2016.

• Source: Akamai’s State of the Internet report, Q3 2015.

2.31B 31% 1.97B 27%

ACTIVE SOCIAL MEDIA USERS vs. TOTAL POPULATION

234 213 211 201 191 186

HIGHEST SOCIAL MEDIA PENETRATION LOWEST SOCIAL MEDIA PENETRATION

# COUNTRY % USERS # COUNTRY % USERS

01 TAIWAN 77% 18,000,000 214 NORTH KOREA 0.03% 6,800

02 SOUTH KOREA 76% 38,400,000 213 TURKMENISTAN 0.2% 12,000

03 QATAR 75% 1,700,000 212 CURAÇAO 0.6% 950

04 ICELAND 73% 240,000 211 NIGER 0.9% 190,000

05 UAE 68% 6,300,000 210 CENTRAL AFRICAN REP. 1.3% 63,000

06 ARUBA 68% 77,000 209 SOUTH SUDAN 1.3% 160,000

07 FAROE ISLANDS 67% 34,000 208 ERITREA 1.3% 68,000