Digital2021 GlobalReport en

DIGITAL 2021
GLOBAL OVERVIEW REPORT

THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
DIGITAL IN 2021: BUSINESS AS UNUSUAL
It’s unlikely that 2020 will go down time on their phones than they when they’re looking for information while others have opted for more
as a ’good’ year in the record do watching television, clearly about products and services to buy. targeted platform restrictions.
books, but it was certainly an positioning the smartphone as
interesting year in digital. today’s ‘first screen’. Meanwhile, internet connection Issues relating to individual privacy
speeds have accelerated to and political sovereignty will likely
Many people connected to the Ecommerce is another area that meet the world’s growing digital add to the complexities of the
internet for the first time as they saw rapid growth in 2020, with demands, with the average mobile ongoing coronavirus pandemic in
adapted to the challenges of many people moving their shopping connection now almost 50 percent 2021, resulting in another year of
COVID-19, while existing users online to mitigate the health risks faster than it was this time last year. change, uncertainty, and disruption.
embraced new digital tools and associated with COVID-19.
rediscovered old favourites. The demographics of digital However, with ever more people
However, research suggests that audiences have also evolved. Users relying on connected tech to help
As a result, many of the indicators the new ecommerce habits people over the age of 65 accounted them manage almost every aspect
in our Global Digital Reports have adopted during lockdown will last for Facebook’s fastest growing of daily life, 2021 may bring as
seen remarkable levels of growth well beyond the pandemic. audience over the past 12 months, many opportunities as it does
over the past 12 months. while women aged 55 to 64 are challenges.
More than three-quarters of the now more likely to make online
Social media delivered some of the world’s internet users say that they purchases than men aged 16 to 24. I hope that these reports help you
most impressive numbers, with users buy something online each month, prepare equally well for both, and
increasing by more than 13 percent with the value of these purchases However, 3.2 billion people around that 2021 goes down as a much
since our 2020 reports. Almost half adding up to trillions of dollars in the world still don’t use the internet, better year in the record books.
a billion users joined social media ecommerce revenue in 2020 alone. and women in developing nations
in the past year, taking the global are still under-represented online.
total to 4.2 billion in early 2021. The ways in which people discover
new brands and decide what to Various aspects of digital have SIMON KEMP
CEO, KEPIOS
Growth hasn’t just been about buy are evolving though, with 7 in also become more politicised over REPORT AUTHOR
user numbers, though. The world’s 10 internet users saying that they the past year; we’ve seen total
mobile users now spend more now go beyond search engines internet blocks in some countries,
DIGITAL 2021
LOCAL COUNTRY HEADLINES
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY

HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL
ADOPTION IN EVERY COUNTRY AROUND THE WORLD
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE
!
IMPORTANT NOTES ON CHANGES TO DATA
Findings published in this report use the latest available data at the time of production. In order to provide the most accurate
and up-to-date information, we have changed the sources we use to inform some of the numbers, and we have also changed
the ways in which we calculate certain values. Consequently, various figures in this report will not be comparable with
similar figures that we published in previous Global Digital Reports. Wherever such changes affect data in this report, we
have included a  COMPARABILITY ADVISORY in the footnotes of each relevant slide, and in some cases we’ve also
added an alert beneath the chart’s headline. In particular, please note that we no longer include data sourced from
social media platforms in our internet user figures. As a result, the internet user numbers in this year’s reports may appear
lower than those in previous reports, but this does not necessarily imply an actual drop in internet users. We have recalculated
historical internet user figures in order to provide accurate growth figures in this year’s reports, but overall values will not
be comparable with data published in previous reports in this series. Please also note that social media user numbers
may not represent unique individuals, because some people may manage multiple social media accounts, and because
some active social media accounts may represent ‘non-human’ entities such as animals, groups and organisations, locations,
and more. As a result, the figures we publish for social media users may exceed the figures we publish for internet users. This
may seem counter-intuitive, but the numbers in such instances are not incorrect. Separating social media user numbers from
internet user numbers in this way allows readers to make more informed choices, and enables them to use the data that has
the greatest relevance to their needs. Please see the complete list of data sources at the end of this report for further details.
GLOBAL OVERVIEW
JAN DIGITAL AROUND THE WORLD
2021 ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL

POPULATION PHONE USERS USERS* MEDIA USERS*
7.83 5.22 4.66 4.20

BILLION BILLION BILLION BILLION
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
56.4% 66.6% 59.5% 53.6%

SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
8 EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN GLOBAL DIGITAL GROWTH
2021 THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL

POPULATION PHONE USERS USERS* MEDIA USERS*
+1.0% +1.8% +7.3% +13.2%

JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
+81 MILLION +93 MILLION +316 MILLION +490 MILLION
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
9 EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
HOOTSUITE’S PERSPECTIVE: DIGITAL TRENDS
THREE WAYS TO PAVE A NEW PATH TO GROWTH ONLINE IN 2021
BURST YOUR OWN BUBBLE STAND OUT WITH PURPOSE MOVE WITH CUSTOMER DEMAND
People aged 65+ are the fastest growing In 2021, more consumers will turn to digital channels At the onset of the pandemic, analyzing
audience on Facebook. Politicians are to discover products. But without retail, events, and real-time conversations on social
going live on Twitch while gaming. A viral other in-person experiences, it’s harder than ever helped brands pivot their offering based
TikTok helped a 90-year-old cranberry to differentiate. Purpose-driven initiatives make a on changing customer needs. These
juice company transform its brand difference—more than a quarter of consumers have deep customer insights, and the ability
overnight. Challenge your preconceived bought a brand for the first time because of the to quickly adapt in response,
notions about digital consumption, company’s values. But simply creating the veneer will remain a critical competitive
creation, and communities to open up of purpose on social media is a recipe for disaster. advantage in 2021 at a time when
new opportunities for growth in 2021. True purpose must be driven from the top. public opinion changes so quickly.
WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2021
SHIFTS IMPACTING THE ROLE OF DIGITAL IN OUR LIVES
THE SIMPLE LIFE IN-FEED INTIMACY POP METAVERSES

The internet has become highly individualistic Recent years have seen rising anxieties around the Pop culture has always been about bringing
and politicised, which, is leaving people damaging impact social can play on offline relationships. societies and communities together. But
rethinking the role digital plays in their lives. But as people reconnect with the original purpose of social today, pop is playing a even greater role.
They’re investing more time in life’s simple joys – to feel connected to loved ones and like-minded others In a multi-platform, socially distanced and
– the calm of being in nature or the comfort – some of these are beginning to fall away. Magnified increasingly fragmented media landscape,
of feeling part of a local community – and by necessity during lockdowns, people are getting people are engaging with shared musical
shifting the way they engage with their feeds, comfortable with humanising their digital communications, experiences as a way to connect and have
to complement and nurture these priorities. seeking out higher quality connections online. fun in virtual and digital spaces.
In 2021, brands will focus In 2021, brands will In 2021, brands will get more
on the importance and humanise their customer comfortable with cross-channel
appreciation of the little experience online through experiences, using accessible media
things, not just the big things intimate in-feed formats as a bridge between channels
POPULATION ESSENTIALS
JAN POPULATION ESSENTIALS
2021 DEMOGRAPHICS AND OTHER KEY INDICATORS
TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

POPULATION POPULATION POPULATION IN TOTAL POPULATION AGE
7.83 49.6% 50.4% +1.0% 31.0

BILLION
URBAN POPULATION DENSITY OVERALL LITERACY FEMALE LITERACY MALE LITERACY

POPULATION (PEOPLE PER KM2) (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+)
56.4% 60.2 86.5% 83.0% 89.9%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: THE UNITED NATIONS; THE U.S. CENSUS BUREAU; THE WORLD BANK; UNESCO; UNICEF; THE CIA WORLD FACTBOOK; PEW RESEARCH;
13 INDEXMUNDI; PHRASEBASE; ETHNOLOGUE (ALL ACCESSED JAN 2021). NOTE: THE UNITED NATIONS DOES NOT PUBLISH POPULATION DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’.
JAN POPULATION BY REGION
2021 THE TOTAL NUMBER OF PEOPLE LIVING IN EACH REGION, IN MILLIONS
NORTHERN
EUROPE EASTERN
EUROPE
106
NORTHERN
AMERICA
293
370 WESTERN
EUROPE 196 152 75 CENTRAL
ASIA
SOUTHERN
EUROPE 1,680 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 248 282
181 44 MIDDLE
WESTERN
ASIA
1,951
AFRICA SOUTHERN
CENTRAL
AMERICA 407 ASIA
WESTERN 182 672 SOUTH-EASTERN

ASIA
AFRICA
433 451 EASTERN

AFRICA
SOUTHERN
AMERICA
68 43
SOUTHERN OCEANIA
AFRICA
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: THE UNITED NATIONS; THE U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES (ALL ACCESSED JAN 2021).
14 NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
JAN THE GLOBAL POPULATION OVER TIME
2021 THE GLOBAL POPULATION BY YEAR (IN BILLIONS), WITH YEAR-ON-YEAR CHANGE
7.59 7.67 7.75 7.83

7.42 7.51
+1.1% +1.1% +1.1% +1.1% +1.0%

2016 2017 2018 2019 2020 2021
15 SOURCE: EXTRAPOLATION OF DATA PUBLISHED BY THE UNITED NATIONS (ACCESSED JAN 2021).
JAN AGE DISTRIBUTION OF THE GLOBAL POPULATION
2021 THE WORLD’S POPULATION BY FIVE-YEAR AGE GROUP (IN MILLIONS)
678 666
644
614 598 606
594
551
497 480
449
392
326
273
193
126
83
43
17 4.4 0.6
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+
YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS
OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD
16 SOURCE: EXTRAPOLATION OF DATA PUBLISHED BY THE UNITED NATIONS (ACCESSED JAN 2021).
17
JAPAN 48.6
ITALY 47.5
JAN
PORTUGAL 46.3
2021
GERMANY 45.8
SPAIN 45.1
HONG KONG 44.9
SOUTH KOREA 44.0
AUSTRIA 43.6
NETHERLANDS 43.4
ROMANIA 43.3
SWITZERLAND 43.1
TAIWAN 42.7
SINGAPORE 42.5
FRANCE 42.4
DENMARK 42.3
BELGIUM 42.0
POLAND 41.9
CANADA 41.2
SWEDEN 41.1
U.K. 40.6
THAILAND 40.3
RUSSIA 39.7
CHINA 38.6
IRELAND 38.4
SOURCES: DATA PUBLISHED BY THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES (ALL ACCESSED JAN 2021).
MEDIAN AGE BY COUNTRY
U.S.A. 38.4
NEW ZEALAND 38.1
AUSTRALIA 38.0
BRAZIL 33.7
VIETNAM 32.7
U.A.E. 32.6
SAUDI ARABIA 31.9
TURKEY 31.7
ARGENTINA 31.6
COLOMBIA 31.5
WORLDWIDE 31.0
ISRAEL 30.5
MALAYSIA 30.5
INDONESIA 29.9
MOROCCO 29.7
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN EACH COUNTRY OR REGION
MEXICO 29.3
INDIA 28.6
SOUTH AFRICA 27.7
PHILIPPINES 25.8
EGYPT 24.7
GHANA 21.6
KENYA 20.3
NIGERIA 18.1
JAN LITERACY RATES BY REGION AND GENDER
2021 PERCENTAGE OF EACH REGION’S POPULATION AGED 15+ THAT CAN READ AND WRITE, DETAILED BY GENDER
NORTHERN
EUROPE EASTERN
EUROPE
99 99
NORTHERN 100 100
AMERICA
CENTRAL
99 99 WESTERN
EUROPE 99 99 98 99 100 100 ASIA
SOUTHERN EASTERN
EUROPE 96 99 ASIA
CARIBBEAN NORTHERN
66 79 88 96
AFRICA
92 94 87 88 WESTERN 65 81
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
47 65 ASIA
WESTERN
60 80 92 95 SOUTH-EASTERN
ASIA
AFRICA
94 95 61 73 EASTERN
AFRICA
SOUTHERN
FEMALE (GLOBAL AVERAGE: 83.0%)

AMERICA 87 87 92 93
SOUTHERN OCEANIA
AFRICA
MALE (GLOBAL AVERAGE: 89.9%)
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: UNESCO; UNICEF; THE WORLD BANK; THE CIA WORLD FACTBOOK; PEW RESEARCH; INDEXMUNDI; PHRASEBASE; ETHNOLOGUE; THE
18 UNITED NATIONS (ALL ACCESSED JAN 2021). NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
19
SINGAPORE $101,649
IRELAND $88,241
JAN
SWITZERLAND $70,989
2021
U.A.E. $70,089
U.S.A. $65,298
HONG KONG $62,496
DENMARK $60,178
NETHERLANDS $59,554
AUSTRIA $58,946
GERMANY $56,278
SWEDEN $55,820
BELGIUM $54,905
TAIWAN $54,020
AUSTRALIA $53,469
CANADA $51,342
FRANCE $49,435
SAUDI ARABIA $49,040
U.K. $48,698
ITALY $44,248
NEW ZEALAND $43,953
JAPAN $43,236
SOUTH KOREA $43,143
SPAIN $42,195
ISRAEL $42,146
PORTUGAL $36,639
POLAND $34,431
ROMANIA $32,297
MALAYSIA $29,620
RUSSIA $29,181
TURKEY $28,134
ARGENTINA $23,040
MEXICO $20,582
THAILAND $19,277
WORLDWIDE $17,678
CHINA $16,830
COLOMBIA $15,635
GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS*
ONE ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY TO WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
BRAZIL $15,300
SOURCES: THE WORLD BANK; KNOEMA (BOTH ACCESSED JAN 2021). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON.
SOUTH AFRICA $13,034

INDONESIA $12,335
EGYPT $12,284
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)
PHILIPPINES $9,302
VIETNAM $8,397
MOROCCO $7,826
INDIA $6,997
GHANA $5,652
NIGERIA $5,363
KENYA $4,521
JAN DEVICE OWNERSHIP
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
MOBILE PHONE SMART NON-SMARTPHONE LAPTOP OR DESKTOP TABLET

(ANY TYPE) PHONE MOBILE PHONE COMPUTER DEVICE
97.1% 96.6% 9.0% 64.4% 34.3%

TV STREAMING GAMES SMART HOME SMART WATCH VIRTUAL
STICK OR DEVICE CONSOLE DEVICE OR WRISTBAND REALITY DEVICE
14.4% 21.4% 12.3% 23.3% 4.4%

20 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
JAN DAILY TIME SPENT WITH MEDIA
2021 THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
TIME SPENT USING THE TIME SPENT WATCHING TELEVISION TIME SPENT USING TIME SPENT READING PRESS MEDIA
INTERNET (ALL DEVICES) (BROADCAST AND STREAMING) SOCIAL MEDIA (ONLINE AND PHYSICAL PRINT)
6H 54M 3H 24M 2H 25M 2H 02M

TIME SPENT LISTENING TO TIME SPENT LISTENING TIME SPENT LISTENING TIME SPENT PLAYING VIDEO
MUSIC STREAMING SERVICES TO BROADCAST RADIO TO PODCASTS GAMES ON A GAMES CONSOLE
1H 31M 1H 00M 0H 54M 1H 12M

SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
21 *NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-
ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AS WELL AS PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
GLOBAL INTERNET USE
JAN OVERVIEW OF GLOBAL INTERNET USE
2021 A SNAPSHOT OF INTERNET USE AROUND THE WORLD
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
TOTAL NUMBER INTERNET USERS AS A ANNUAL CHANGE AVERAGE DAILY TIME SPENT PERCENTAGE OF USERS
OF GLOBAL PERCENTAGE OF TOTAL IN THE NUMBER OF USING THE INTERNET BY ACCESSING THE INTERNET
INTERNET USERS GLOBAL POPULATION GLOBAL INTERNET USERS EACH INTERNET USER VIA MOBILE DEVICES
4.66 59.5% +7.3% 6H 54M 92.6%

BILLION +316 MILLION
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
23 NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
JAN DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS
2021 GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE
GLOBAL INTERNET USERS: GLOBAL INTERNET USERS: GLOBAL INTERNET USERS: GLOBAL INTERNET USERS:
ITU DATA* CIA WORLD FACTBOOK DATA INTERNETWORLDSTATS DATA INTERNETLIVESTATS DATA
4.03 4.10 4.93 4.79

vs. POPULATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
51.4% 53.9% 62.9% 61.2%

SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED JAN 2021). *NOTE: ITU USER NUMBER BASED ON THE PUBLISHED PENETRATION FIGURE
24 COMPARED TO LATEST POPULATION DATA FROM THE UNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THAT WE REPORT FOR INTERNET USERS REFERENCES DATA FROM VARIOUS
DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE. AS A RESULT, OUR OVERALL FIGURE MAY NOT MATCH ANY OF THE TOTALS REPORTED ON THIS SLIDE.
JAN MOBILE INTERNET USE
2021 INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
TOTAL NUMBER OF MOBILE INTERNET USERS SMARTPHONE INTERNET FEATURE PHONE INTERNET AVERAGE DAILY TIME SPENT
MOBILE INTERNET USERS AS A PERCENTAGE OF USERS AS A PERCENTAGE USERS AS A PERCENTAGE USING THE INTERNET
(CELLULAR AND / OR WIFI) TOTAL INTERNET USERS OF TOTAL INTERNET USERS OF TOTAL INTERNET USERS ON MOBILE DEVICES
4.32 92.6% 91.5% 3.5% 3H 39M

BILLION
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
25 NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
JAN INTERNET USERS vs. TOTAL POPULATION BY REGION
2021 NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
96%
NORTHERN
AMERICA
82%
90% WESTERN
EUROPE 93% 86% 57% CENTRAL
ASIA
SOUTHERN
EUROPE 68% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 56% 74%
67% 62% MIDDLE
WESTERN
ASIA
42%
AFRICA SOUTHERN
CENTRAL
AMERICA 42% ASIA
WESTERN 26% 69% SOUTH-EASTERN

ASIA
AFRICA
72% 24% EASTERN

AFRICA
SOUTHERN
AMERICA
62% 71%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
26 ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
JAN SHARE OF GLOBAL INTERNET USERS BY REGION
2021 THE NUMBER OF INTERNET USERS IN EACH REGION AS A PERCENTAGE OF THE TOTAL NUMBER OF GLOBAL INTERNET USERS
NORTHERN
EUROPE EASTERN
EUROPE
2.2%
NORTHERN
AMERICA
5.1%
7.2% WESTERN
EUROPE 3.9% 2.8% 0.9% CENTRAL
ASIA
SOUTHERN
EUROPE 24.4% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 3.0% 4.5%
2.6% 0.6% MIDDLE
WESTERN
ASIA
17.7%
AFRICA SOUTHERN
CENTRAL
AMERICA 3.6% ASIA
WESTERN 1.0% 9.9% SOUTH-EASTERN

ASIA
AFRICA
6.7% 2.4% EASTERN

AFRICA
SOUTHERN
AMERICA
0.9% 0.7%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC.
27 NOTES: FIGURES REPRESENT SHARE OF TOTAL GLOBAL INTERNET USERS. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
28
U.A.E. 99.0%
DENMARK 98.1%
JAN
SWEDEN 98.0%
2021
SOUTH KOREA 97.0%
SWITZERLAND 97.0%
NETHERLANDS 96.0%
U.K. 96.0%
SAUDI ARABIA 95.7%
CANADA 94.0%
GERMANY 94.0%
WITH DATA PUBLISHED IN PREVIOUS REPORTS.

NEW ZEALAND 94.0%
JAPAN 93.0%
HONG KONG 92.0%
BELGIUM 91.0%
FRANCE 91.0%
IRELAND 91.0%
SPAIN 91.0%
SINGAPORE 90.0%
TAIWAN 90.0%
U.S.A. 90.0%
AUSTRALIA 89.0%
AUSTRIA 89.0%
ISRAEL 88.0%
PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET
RUSSIA 85.0%
POLAND 84.5%
PORTUGAL 84.2%
MALAYSIA 84.2%
ITALY 83.7%
ROMANIA 80.7%
ARGENTINA 80.0%
INTERNET ADOPTION BY COUNTRY
TURKEY 77.7%
BRAZIL 75.0%
MOROCCO 74.4%
INDONESIA 73.7%
MEXICO 71.0%
VIETNAM 70.3%
NOTE: VALUES HAVE BEEN CAPPED AT 99%. ADVISORY: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE
THAILAND 69.5%
COLOMBIA 68.0%
PHILIPPINES 67.0%
CHINA 65.2%
SOUTH AFRICA 64.0%
WORLDWIDE 59.5%
EGYPT 57.3%
GHANA 50.0%
NIGERIA 50.0%
INDIA 45.0%
KENYA 40.0%
JAN INTERNET ADOPTION RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF INTERNET ADOPTION
HIGHEST LEVELS OF INTERNET ADOPTION LOWEST LEVELS OF INTERNET ADOPTION
# HIGHEST ADOPTION % POP. № OF USERS # LOWEST ADOPTION % POP. № OF USERS
01= BAHRAIN 99.0%* 1,707,533 215 NORTH KOREA <0.1% [INTERNET BLOCKED]
01= ICELAND 99.0%* 338,880 214 ERITREA 6.9% 248,199
01= KUWAIT 99.0%* 4,256,466 213 SOUTH SUDAN 8.0% 900,716
01= NORWAY 99.0%* 5,388,956 212 COMOROS 8.5% 74,537
01= QATAR 99.0%* 2,876,630 211 CENTRAL AFRICAN REP. 11.4% 557,085
01= U.A.E. 99.0%* 9,841,208 210 SOMALIA 12.1% 1,954,774
07 BERMUDA 98.4% 61,169 209 BURUNDI 13.3% 1,606,122
08 DENMARK 98.1% 5,689,589 208 NIGER 13.6% 3,363,848
09 SWEDEN 98.0% 9,927,075 207 KIRIBATI 14.6% 17,558
10 ARUBA 97.2% 103,953 206 LIBERIA 14.9% 760,994
29 *NOTES: VALUES HAVE BEEN CAPPED AT 99%. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: INTERNET USER NUMBERS NO
LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
JAN GROWTH IN INTERNET USERS BY REGION
2021 YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE USING THE INTERNET BY REGION
NORTHERN
EUROPE EASTERN
EUROPE
+1.0%
NORTHERN +4.7%
AMERICA
CENTRAL
+3.4% WESTERN
EUROPE +1.7% +1.5% +6.7% ASIA
SOUTHERN EASTERN
EUROPE +8.4% ASIA
CARIBBEAN NORTHERN
+9.1% +4.2%
AFRICA
+4.7% +4.3% WESTERN +9.1%
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA +17.2% ASIA
WESTERN +21.3% +9.6% SOUTH-EASTERN

ASIA
AFRICA
+5.3% +10.2% EASTERN

AFRICA
SOUTHERN
AMERICA
+4.4% +3.4%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC.
REPORTS. NOTES: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
JAN THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES
2021 THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET
NORTHERN
EUROPE EASTERN
EUROPE
5
NORTHERN
AMERICA
54
35 WESTERN
EUROPE 14 21 32 CENTRAL
ASIA
SOUTHERN
EUROPE 543 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 110 74
60 17 MIDDLE
WESTERN
ASIA
1,128
AFRICA SOUTHERN
CENTRAL
AMERICA 238 ASIA
WESTERN 135 208 SOUTH-EASTERN

ASIA
AFRICA
121 341 EASTERN

AFRICA
SOUTHERN
AMERICA
26 12
SOUTHERN OCEANIA
AFRICA
REPORTS. NOTES: FIGURES REPRESENT THE NUMBER OF PEOPLE (IN MILLIONS) WHO DO NOT USE THE INTERNET. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
JAN THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES
2021 COUNTRIES AND TERRITORIES* WITH THE GREATEST NUMBER AND HIGHEST PERCENTAGE OF PEOPLE WHO DO NOT USE THE INTERNET
GREATEST NUMBER OF PEOPLE NOT USING THE INTERNET HIGHEST SHARE OF POPULATION NOT USING THE INTERNET
# COUNTRY / TERRITORY UNCONNECTED % POP. # COUNTRY / TERRITORY % POP. UNCONNECTED
01 INDIA 762,679,782 55.0% 01 NORTH KOREA >99.9%* 25,832,873
02 CHINA 501,927,863 34.8% 02 ERITREA 93.1% 3,325,640
03 PAKISTAN 161,693,674 72.5% 03 SOUTH SUDAN 92.0% 10,386,447
04 BANGLADESH 117,888,798 71.2% 04 COMOROS 91.5% 804,438
05 NIGERIA 104,376,786 50.0% 05 CENTRAL AFRICAN REP. 88.6% 4,317,582
06 ETHIOPIA 92,453,081 79.4% 06 SOMALIA 87.9% 14,169,900
07 INDONESIA 72,308,968 26.3% 07 BURUNDI 86.7% 10,465,606
08 DEM. REP. OF THE CONGO 69,819,115 76.8% 08 NIGER 86.4% 21,300,547
09 BRAZIL 53,318,805 25.0% 09 KIRIBATI 85.4% 102,855
10 TANZANIA 45,457,430 75.0% 10 LIBERIA 85.1% 4,357,582
REPORTS. *NOTE: THE INTERNET (AS THE REST OF THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA.
JAN EVOLUTION OF DAILY TIME SPENT USING THE INTERNET
2021 EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA ANY DEVICE
6H 46M 6H 48M 6H 54M

6H 29M 6H 38M
6H 20M
+2.4% +4.4% +0.5% -2.5% +4.0%

Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
33 SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
34
PHILIPPINES 10:56
BRAZIL 10:08
JAN
COLOMBIA 10:07
2021
SOUTH AFRICA 10:06
ARGENTINA 09:39
MALAYSIA 09:17
MEXICO 09:01
INDONESIA 08:52
THAILAND 08:44
TAIWAN 08:08
SINGAPORE 08:07
TURKEY 07:57
RUSSIA 07:52
SAUDI ARABIA 07:45
EGYPT 07:36
ISRAEL 07:27
ROMANIA 07:26
U.A.E. 07:24
PORTUGAL 07:20
HONG KONG 07:15
U.S.A. 07:11
WORLDWIDE 06:54
VIETNAM 06:47
POLAND 06:44
NEW ZEALAND 06:39
INDIA 06:36
IRELAND 06:30
CANADA 06:26
U.K. 06:26
ITALY 06:22
DAILY TIME SPENT USING THE INTERNET
SWEDEN 06:15
AUSTRALIA 06:13
SPAIN 06:11
AUSTRIA 05:46
SWITZERLAND 05:40
FRANCE 05:37
SOUTH KOREA 05:37
BELGIUM 05:28
NETHERLANDS 05:28
GERMANY 05:26
CHINA 05:22
DENMARK 05:16
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
JAPAN 04:25
35
PHILIPPINES 05:54
BRAZIL 05:17
JAN
THAILAND 05:07
2021
INDONESIA 05:04
COLOMBIA 05:02
KENYA 04:58
NIGERIA 04:55
SOUTH AFRICA 04:55
ARGENTINA 04:52
MEXICO 04:39
MALAYSIA 04:36
SAUDI ARABIA 04:25
EGYPT 04:20
GHANA 04:20
TURKEY 04:19
TAIWAN 04:04
U.A.E. 04:03
MOROCCO 03:56
INDIA 03:45
ROMANIA 03:44
SINGAPORE 03:40
WORLDWIDE 03:39
HONG KONG 03:36
RUSSIA 03:29
ISRAEL 03:24
VIETNAM 03:18
U.S.A. 03:13
CHINA 03:10
PORTUGAL 03:07
ITALY 02:58
POLAND 02:57
IRELAND 02:56
SPAIN 02:48
SOUTH KOREA 02:46
NEW ZEALAND 02:45

SWEDEN 02:45
U.K. 02:44
CANADA 02:42
AUSTRALIA 02:36
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE PHONES
NETHERLANDS 02:25
AUSTRIA 02:24
SWITZERLAND 02:22
FRANCE 02:17
DAILY TIME SPENT USING THE INTERNET VIA MOBILES
GERMANY 02:14
BELGIUM 02:05
DENMARK 02:03
JAPAN 01:37
36
SOUTH AFRICA 05:12
COLOMBIA 05:05
JAN
PHILIPPINES 05:02
2021
BRAZIL 04:51
ARGENTINA 04:47
MALAYSIA 04:41
SINGAPORE 04:26
RUSSIA 04:23
MEXICO 04:22
PORTUGAL 04:12
ISRAEL 04:03
TAIWAN 04:03
U.S.A. 03:58
NEW ZEALAND 03:55
INDONESIA 03:48
POLAND 03:47
CANADA 03:44
ROMANIA 03:42
U.K. 03:41
HONG KONG 03:39
THAILAND 03:38
AUSTRALIA 03:37
TURKEY 03:37
IRELAND 03:34
SWEDEN 03:30
VIETNAM 03:29
ITALY 03:24
BELGIUM 03:23
SPAIN 03:23
AUSTRIA 03:22
U.A.E. 03:21
FRANCE 03:20
SAUDI ARABIA 03:19
SWITZERLAND 03:19
WORLDWIDE 03:16
EGYPT 03:16
DENMARK 03:13
GERMANY 03:13
NETHERLANDS 03:04
INDIA 02:51
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA LAPTOPS, DESKTOPS, OR TABLETS
SOUTH KOREA 02:51

DAILY TIME SPENT USING THE INTERNET VIA COMPUTERS
JAPAN 02:47
CHINA 02:11
JAN MOBILE’S SHARE OF DAILY INTERNET TIME
2021 DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
50.8% 52.8%
49.4%
45.6%
37.7% 39.1%
+3.9% +16.5% +8.3% +2.9% +3.9%

Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
37 NOTE: GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE ABSOLUTE CHANGE.
JAN MOBILE’S SHARE OF DAILY INTERNET TIME
2021 DAILY TIME THAT GLOBAL INTERNET USERS SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
58.5%
55.0% 55.9%
52.4% 53.1%
50.7%
48.7%
46.2%
43.3%
40.1%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
JAN INTERNET CONNECTION SPEEDS: OVERVIEW
2021 AVERAGE DOWNLOAD AND UPLOAD SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN

MOBILE INTERNET AVERAGE SPEED OF MOBILE FIXED INTERNET AVERAGE SPEED OF FIXED
CONNECTIONS INTERNET CONNECTIONS CONNECTIONS INTERNET CONNECTIONS
DOWNLOAD (MBPS): DOWNLOAD: DOWNLOAD (MBPS): DOWNLOAD:
47.20 +47.5% 96.43 +31.1%

UPLOAD (MBPS): UPLOAD: UPLOAD (MBPS): UPLOAD:
12.67 +5.4% 52.31 +29.3%

LATENCY (MS): LATENCY*: LATENCY (MS): LATENCY*:
36 -22.2% 21 -22.5%
SOURCE: OOKLA (JAN 2021). FIGURES REPRESENT AVERAGE DOWNLOAD AND UPLOAD SPEEDS (IN MEGABITS PER SECOND) AND CONNECTION LATENCY (IN MILLISECONDS) IN DECEMBER
39 2020, WITH COMPARISONS TO THE EQUIVALENT VALUES IN DECEMBER 2019. *NOTE: A NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE
LOWER LATENCY RESULTS IN FASTER CONTENT DELIVERY.
40
U.A.E. 177.52
SOUTH KOREA 169.03
JAN
CHINA 155.89
2021
AUSTRALIA 112.68
SAUDI ARABIA 109.48
NETHERLANDS 100.98
CANADA 97.39
SWITZERLAND 89.89
NEW ZEALAND 78.53
DENMARK 77.16
TAIWAN 74.14
HONG KONG 72.13
SWEDEN 70.43
U.S.A. 67.33
SINGAPORE 66.82
BELGIUM 63.15
GERMANY 60.96
U.K. 59.19
FRANCE 56.44
AUSTRIA 56.22
THAILAND 51.75
SPAIN 48.86
JAPAN 46.96
ROMANIA 45.93
PORTUGAL 43.36
WORLDWIDE 42.70
IRELAND 40.83
ITALY 40.83
POLAND 40.09
SOUTH AFRICA 38.95
SOURCE: OOKLA SPEEDTEST (JAN 2021). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN DECEMBER 2020.
MOROCCO 36.68
TURKEY 34.79
VIETNAM 34.51
MEXICO 32.08
THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MEGABITS PER SECOND (MBPS)
ISRAEL 29.88
BRAZIL 29.26
ARGENTINA 28.19
MALAYSIA 25.60
KENYA 25.06
RUSSIA 24.24
PHILIPPINES 22.50
AVERAGE MOBILE INTERNET CONNECTION SPEEDS
EGYPT 20.42
NIGERIA 18.40
COLOMBIA 17.61
INDONESIA 17.26
GHANA 13.89
INDIA 12.91
JAN MOBILE INTERNET CONNECTION SPEED RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS
FASTEST MOBILE INTERNET CONNECTION SPEEDS SLOWEST MOBILE INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 QATAR 178.01 +124.7% 139 AFGHANISTAN 6.62 -2.9%
02 U.A.E. 177.52 +104.6% 138 VENEZUELA 7.48 -10.4%
03 SOUTH KOREA 169.03 +63.8% 137 PALESTINE 7.55 +22.4%
04 CHINA 155.89 +130.2% 136 SUDAN 10.26 +19.3%
05 AUSTRALIA 112.68 +66.5% 135 BANGLADESH 10.64 -1.5%
06 KUWAIT 110.59 +137.7% 134 SOMALIA 11.39 -0.2%
07 SAUDI ARABIA 109.48 +97.0% 133 ZAMBIA 11.42 -10.1%
08 NORWAY 105.79 +58.1% 132 UGANDA 12.52 -21.1%
09 NETHERLANDS 100.98 +50.5% 131 TANZANIA 12.58 -1.0%
10 CANADA 97.39 +37.7% 130 UZBEKISTAN 12.66 +33.1%
SOURCE: OOKLA SPEEDTEST (JAN 2021). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN DECEMBER 2020, WITH COMPARISONS TO AVERAGE
41 MOBILE DOWNLOAD SPEEDS IN DECEMBER 2019. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE FOR WHICH RELEVANT DATA ARE
AVAILABLE IN JANUARY 2021.
42
THAILAND 308.35
SINGAPORE 245.31
JAN
HONG KONG 226.80
2021
ROMANIA 190.60
SWITZERLAND 188.88
DENMARK 185.36
FRANCE 178.87
U.S.A. 173.67
SOUTH KOREA 171.33
SPAIN 169.00
SWEDEN 163.51
CHINA 158.66
CANADA 156.01
JAPAN 150.27
TAIWAN 142.69
NEW ZEALAND 141.98
PORTUGAL 139.93
NETHERLANDS 136.21
U.A.E. 130.99
ISRAEL 125.15
POLAND 114.42
GERMANY 113.19
BELGIUM 100.21
IRELAND 98.90
WORLDWIDE 96.43
MALAYSIA 93.67
U.K. 81.07
RUSSIA 80.86
SAUDI ARABIA 79.64
SOURCE: OOKLA SPEEDTEST (JAN 2021). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN DECEMBER 2020.
BRAZIL 78.10
ITALY 76.71
AUSTRIA 70.50
VIETNAM 60.88
THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MEGABITS PER SECOND (MBPS)
AUSTRALIA 58.83
INDIA 53.90
GHANA 49.54
ARGENTINA 48.46
COLOMBIA 44.81
MEXICO 44.48
SOUTH AFRICA 38.25
AVERAGE FIXED INTERNET CONNECTION SPEEDS
EGYPT 34.88
PHILIPPINES 31.44
TURKEY 28.89
INDONESIA 23.32
MOROCCO 23.00
KENYA 20.72
NIGERIA 16.07
JAN FIXED INTERNET CONNECTION SPEED RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS
FASTEST FIXED INTERNET CONNECTION SPEEDS SLOWEST FIXED INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 THAILAND 308.35 +146.4% 173 TURKMENISTAN 3.09 +80.7%
02 SINGAPORE 245.31 +22.6% 172 CUBA 4.30 -19.9%
03 HONG KONG 226.80 +37.6% 171 YEMEN 4.67 +6.4%
04 ROMANIA 190.60 +31.5% 170 ALGERIA 5.29 +34.9%
05 SWITZERLAND 188.88 +30.9% 169 MAURITANIA 5.90 +20.2%
06 DENMARK 185.36 +54.6% 168 SUDAN 6.23 -8.5%
07 HUNGARY 183.29 +43.1% 167 SYRIA 8.54 +16.8%
08 FRANCE 178.87 +36.3% 166 DEM. REP. OF THE CONGO 8.78 +40.5%
09 U.S.A. 173.67 +32.8% 165 AFGHANISTAN 8.91 +28.8%
10 ANDORRA 172.81 +59.4% 164 TUNISIA 9.52 +4.4%
SOURCE: OOKLA SPEEDTEST (JAN 2021). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN DECEMBER 2020, WITH COMPARISONS TO AVERAGE
43 DOWNLOAD SPEEDS IN DECEMBER 2019. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE FOR WHICH RELEVANT DATA ARE AVAILABLE IN
JANUARY 2021.
JAN SHARE OF WEB TRAFFIC BY DEVICE
2021 EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
! THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
MOBILE LAPTOPS & TABLET OTHER

PHONES DESKTOPS COMPUTERS DEVICES
55.7% 41.4% 2.8% 0.07%

DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
+4.6% -5.8% +3.3% [UNCHANGED]

+244 BPS -253 BPS +9 BPS
SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
44 DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
45
NIGERIA 82.1%
SOUTH AFRICA 79.4%
JAN
GHANA 76.6%
2021
INDIA 76.6%
KENYA 74.2%
!
TURKEY 70.5%
EGYPT 68.6%
INDONESIA 66.9%
CHINA 61.6%
U.A.E. 60.5%
THAILAND 60.2%
ARGENTINA 59.1%
SINGAPORE 58.2%
MALAYSIA 57.5%
ISRAEL 56.7%
MEXICO 56.1%
SOURCE: STATCOUNTER (JAN 2021), BASED ON WEB TRAFFIC IN DECEMBER 2020.

IRELAND 55.7%
WORLDWIDE 55.7%
ROMANIA 54.5%
MOROCCO 53.3%
SAUDI ARABIA 52.9%
COLOMBIA 52.9%
POLAND 52.6%
SOUTH KOREA 52.2%
TAIWAN 51.9%
PHILIPPINES 51.3%
BRAZIL 51.0%
PERCENTAGE OF ALL WEB PAGES SERVED TO WEB BROWSERS ON MOBILE PHONES
SPAIN 50.8%
U.S.A. 47.4%
MOBILE’S SHARE OF WEB TRAFFIC
SWEDEN 47.3%
HONG KONG 47.3%
ITALY 47.0%
U.K. 46.7%
NEW ZEALAND 45.8%
JAPAN 45.5%
FRANCE 45.4%
AUSTRALIA 45.2%
GERMANY 44.2%
AUSTRIA 43.9%
SWITZERLAND 41.4%
NETHERLANDS 41.1%
VIETNAM 40.1%
CANADA 38.3%
BELGIUM 38.0%
PORTUGAL 35.2%
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
DENMARK 31.0%
RUSSIA 26.0%
JAN EVOLUTION OF MOBILE’S SHARE OF WEB TRAFFIC
2021 SHARE OF TOTAL WEB TRAFFIC SERVED TO WEB BROWSERS ON MOBILE PHONES OVER TIME, WITH YEAR-ON-YEAR CHANGE
! THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
55.7%
52.4% 53.3%
50.3% 49.0%
38.6%
+30% +4.3% -6.5% +8.6% +4.6%

DEC DEC DEC DEC DEC DEC
2015 2016 2017 2018 2019 2020
SOURCE: STATCOUNTER (ACCESSED JAN 2021). NOTES: FIGURES REPRESENT MOBILE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. YEAR-ON-YEAR CHANGE VALUES ARE
46 RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
JAN SHARE OF GLOBAL WEB TRAFFIC BY BROWSER
2021 BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE
CHROME SAFARI FIREFOX SAMSUNG INTERNET
63.4% 19.3% 3.8% 3.5%

-0.4% Y-O-Y +8.9% Y-O-Y -14% Y-O-Y +0.3% Y-O-Y
MICROSOFT EDGE* OPERA INTERNET EXPLORER OTHER
3.4% 2.3% 1.1% 3.4%

+66% Y-O-Y -0.9% Y-O-Y -33% Y-O-Y -31% Y-O-Y
SOURCE: STATCOUNTER (ACCESSED JANUARY 2021). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE VALUES ARE FOR DECEMBER 2020; CHANGE FIGURES
47 COMPARE EACH BROWSER’S SHARE IN DECEMBER 2020 TO ITS SHARE IN DECEMBER 2019. CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%).
JAN REASONS FOR USING THE INTERNET
2021 PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET
FINDING INFORMATION 63.0%

STAYING IN TOUCH WITH FRIENDS AND FAMILY 56.3%
KEEPING UP TO DATE WITH NEWS AND EVENTS 55.6%
RESEARCHING HOW TO DO THINGS 51.9%
WATCHING VIDEOS, TV SHOWS, AND MOVIES 51.7%
FINDING NEW IDEAS OR INSPIRATION 47.6%
RESEARCHING PRODUCTS AND BRANDS 46.4%
ACCESSING OR LISTENING TO MUSIC 46.3%
FILLING UP SPARE TIME AND GENERAL BROWSING 44.4%
EDUCATION AND STUDY-RELATED ACTIVITIES 42.6%
RESEARCHING PLACES, TRAVEL, AND VACATIONS 38.7%
RESEARCHING HEALTH AND HEALTHCARE PRODUCTS 36.3%
MANAGING FINANCES 35.2%
GAMING 32.2%
BUSINESS-RELATED RESEARCH 30.7%
MEETING NEW PEOPLE 29.9%
JAN WORLD’S MOST VISITED WEBSITES (SEMRUSH)
2021 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC
TOTAL UNIQUE TIME PER PAGES TOTAL UNIQUE TIME PER PAGES
# WEBSITE # WEBSITE
VISITS VISITS VISIT PER VISIT VISITS VISITS VISIT PER VISIT
01 GOOGLE.COM 66.52B 2,995M 23M 07S 6.87 11 TWITTER.COM 3.24B 723M 15M 21S 4.48
02 YOUTUBE.COM 20.42B 1,947M 33M 11S 4.17 12 YANDEX.RU 2.95B 202M 22M 35S 7.57
03 FACEBOOK.COM 15.52B 1,794M 23M 02S 5.96 13 XNXX.COM 2.29B 397M 17M 35S 9.68
04 WIKIPEDIA.ORG 12.96B 2,291M 8M 42S 2.14 14 LIVE.COM 2.20B 369M 7M 16S 4.09
05 YAHOO.CO.JP 4.90B 198M 17M 31S 6.80 15 REDDIT.COM 2.17B 344M 17M 10S 4.23
06 AMAZON.COM 4.34B 753M 13M 08S 7.01 16 NAVER.COM 1.81B 67M 27M 07S 9.89
07 PORNHUB.COM 3.94B 594M 14M 07S 8.91 17 VK.COM 1.66B 150M 26M 43S 11.73
08 INSTAGRAM.COM 3.76B 836M 17M 23S 4.46 18 FANDOM.COM 1.49B 351M 10M 51S 3.11
09 XVIDEOS.COM 3.51B 523M 17M 36S 9.46 19 WHATSAPP.COM 1.34B 276M 21M 44S 1.54
10 YAHOO.COM 3.37B 498M 15M 48S 3.97 20 RAKUTEN.CO.JP 1.33B 143M 8M 34S 5.74
SOURCE: SEMRUSH (JAN 2021). FIGURES REPRESENT TRAFFIC FOR DECEMBER 2020. NOTES: ‘UNIQUE VISITS’ REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT
49 MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT
CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
JAN WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
2021 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC
TOTAL UNIQUE TIME PER PAGES TOTAL UNIQUE TIME PER PAGES
# WEBSITE # WEBSITE
VISITS VISITS VISIT PER VISIT VISITS VISITS VISIT PER VISIT
01 GOOGLE.COM 92.21B 3,113M 10M 58S 8.3 11 PORNHUB.COM 3.24B 445M 8M 33S 7.2
02 YOUTUBE.COM 35.75B 1,926M 21M 10S 11.1 12 AMAZON.COM 3.10B 552M 7M 24S 9.6
03 FACEBOOK.COM 25.33B 2,003M 10M 36S 8.3 13 XNXX.COM 3.08B 382M 8M 27S 11.1
04 TWITTER.COM 6.54B 902M 10M 49S 11.9 14 WHATSAPP.COM 3.02B 457M 2M 42S 1.5
05 INSTAGRAM.COM 6.18B 1,009M 7M 45S 10.9 15 NETFLIX.COM 2.66B 261M 9M 54S 4.3
06 WIKIPEDIA.ORG 5.83B 1,148M 3M 55S 3.0 16 LIVE.COM 2.51B 293M 7M 25S 8.2
07 BAIDU.COM 5.70B 260M 6M 15S 8.1 17 YAHOO.CO.JP 2.44B 100M 9M 28S 6.7
08 YAHOO.COM 3.95B 517M 7M 35S 5.8 18 ZOOM.US 2.26B 462M 4M 09S 3.2
09 XVIDEOS.COM 3.75B 479M 10M 13S 8.9 19 VK.COM 1.81B 128M 16M 51S 19.8
10 YANDEX.RU 3.27B 183M 11M 06S 9.0 20 REDDIT.COM 1.74B 236M 9M 11S 6.3
SOURCE: SIMILARWEB (JAN 2021). FIGURES REPRESENT TRAFFIC FOR DECEMBER 2020. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE
50 CAUTION WHEN VISITING UNKNOWN SITES.
JAN WORLD’S MOST VISITED WEBSITES (ALEXA)
2021 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
01 GOOGLE.COM 15M 41S 17.02 11 YAHOO.COM 5M 08S 4.74
02 YOUTUBE.COM 17M 23S 9.86 12 JD.COM 3M 30S 4.40
03 TMALL.COM 7M 09S 3.92 13 WIKIPEDIA.ORG 3M 48S 3.10
04 BAIDU.COM 9M 23S 4.63 14 WEIBO.COM 3M 00S 3.62
05 QQ.COM 3M 44S 4.00 15 SINA.COM.CN 2M 53S 3.43
06 SOHU.COM 3M 38S 4.61 16 LIVE.COM 5M 23S 5.43
07 FACEBOOK.COM 18M 47S 8.82 17 REDDIT.COM 5M 32S 4.40
08 TAOBAO.COM 4M 37S 3.61 18 ZOOM.US 8M 14S 3.93
09 AMAZON.COM 10M 40S 9.94 19 NETFLIX.COM 4M 26S 3.23
10 360.CN 3M 18S 4.15 20 XINHUANET.COM 2M 53S 5.53
SOURCE: ALEXA (JAN 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE PLATFORMS.
51 ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT GLOBAL VISITORS SPEND ON EACH SITE, MEASURED IN MINUTES AND SECONDS.
ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
JAN MOST COMMON LANGUAGES FOR WEB CONTENT
2021 BASED ON THE LANGUAGES USED ON THE WORLD’S TOP 10 MILLION WEBSITES*
# LANGUAGE % WEBSITES SHARE OF POP. # LANGUAGE % WEBSITES SHARE OF POP.
01 ENGLISH 60.4% 16.2% 11 PORTUGUESE 1.3% 3.2%
02 RUSSIAN 8.5% 3.3% 12 STANDARD ARABIC 1.1% 3.5%
03 SPANISH 4.0% 6.9% 13 ITALIAN 0.8% 0.9%
04 TURKISH 3.7% 1.1% 14 INDONESIAN 0.7% 2.5%
05 PERSIAN 3.0% 0.7% 15 GREEK 0.7% 0.2%
06 FRENCH 2.6% 3.5% 16 POLISH 0.6% 0.6%
07 GERMAN 2.4% 1.7% 17 DUTCH (INC. FLEMISH) 0.6% 0.3%
08 JAPANESE 2.1% 1.6% 18 KOREAN 0.6% 1.0%
09 VIETNAMESE 1.7% 1.0% 19 THAI 0.5% 0.8%
10 SIMPLIFIED CHINESE 1.4% 14.3% 20 UKRAINIAN 0.4% 0.5%
SOURCES: W3TECHS (ACCESSED JAN 2021); ETHNOLOGUE (ACCESSED JAN 2021); UNITED NATIONS (JAN 2021). *NOTES: TOP 10 MILLION WEBSITES BASED ON TRAFFIC RANKING DATA FROM
52 ALEXA.COM. FIGURES IN THE “SHARE OF POP.” COLUMN SHOW THE PERCENTAGE OF THE WORLD’S TOTAL POPULATION THAT IDENTIFIES AS A SPEAKER OF EACH LANGUAGE (EITHER AS THEIR
NATIVE TONGUE OR AS A SECOND LANGUAGE), BASED ON DATA REPORTED BY ETHNOLOGUE AND THE UNITED NATIONS.
JAN SEARCH ENGINE MARKET SHARE
2021 PERCENTAGE OF GLOBAL WEB SEARCH TRAFFIC GOING TO EACH SEARCH ENGINE’S WEBSITE IN DECEMBER 2020
GOOGLE BING YAHOO! YANDEX
91.4% 2.7% 1.5% 1.5%

-1.4% +6% -8.2% +38%
BAIDU DUCKDUCKGO SOGOU OTHER
1.4% 0.6% 0.5% 0.6%

+28% +40% +69% +3.7%
53 SOURCE: STATCOUNTER (JAN 2021).
JAN GOOGLE SEARCH: TOP WORLDWIDE QUERIES IN 2020
2021 THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH BETWEEN 01 JANUARY AND 31 DECEMBER 2020
# SEARCH QUERY INDEX ▲ Y-O-Y # SEARCH QUERY INDEX ▲ Y-O-Y
01 GOOGLE 100 -6.6% 11 INSTAGRAM 33 +2.1%
02 FACEBOOK 93 -16% 12 CORONA 30 +1,200%
03 YOUTUBE 84 -7.7% 13 WHATSAPP 29 +72%
04 VIDEO 69 -14% 14 GMAIL 28 -4.4%
05 YOU 68 +3.1% 15 MP3 21 -15%
06 CORONAVIRUS 61 [NEW] 16 TWITTER 21 +27%
07 NEWS 53 +12% 17 TIEMPO 21 +30%
08 WEATHER 52 -5.9% 18 TRADUCTOR 20 +20%
09 AMAZON 41 +11% 19 CLIMA 20 -13%
10 TRANSLATE 36 +16% 20 HOTMAIL 19 -11%
SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR
54 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 AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2020 TO Q4 2019.
JAN ONLINE SEARCH BEHAVIOURS
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES
USE A CONVENTIONAL USE VOICE SEARCH OR VOICE SEARCH FOR BRAND INFORMATION USE IMAGE RECOGNITION
SEARCH ENGINE (ANY DEVICE) COMMANDS (ANY DEVICE) ON SOCIAL MEDIA (ANY DEVICE) TOOLS (MOBILE DEVICES ONLY)
98.0% 45.3% 44.8% 32.9%
55 *NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
56
INDIA 58.1%
CHINA 55.7%
JAN
INDONESIA 51.9%
2021
MEXICO 51.9%
TURKEY 49.3%
THAILAND 48.8%
SAUDI ARABIA 45.3%
U.A.E. 45.3%
WORLDWIDE 45.3%
VIETNAM 44.4%
TAIWAN 42.0%
COLOMBIA 41.9%
BRAZIL 40.2%
U.S.A. 39.9%
PHILIPPINES 39.5%
SOUTH AFRICA 38.2%
ITALY 37.1%
ARGENTINA 35.1%
EGYPT 34.8%
SPAIN 34.7%
HONG KONG 34.4%
MALAYSIA 34.1%
AUSTRALIA 32.8%
CANADA 32.0%
U.K. 31.4%
SINGAPORE 30.8%
NEW ZEALAND 29.4%
IRELAND 28.8%
FRANCE 26.2%
RUSSIA 25.2%
GERMANY 23.9%
SWEDEN 23.8%
ROMANIA 23.7%
POLAND
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
23.3%
BELGIUM 22.0%
PORTUGAL 21.5%
USE OF VOICE SEARCH AND VOICE COMMANDS
SOUTH KOREA 21.4%

NETHERLANDS 21.0%
SWITZERLAND 20.9%
AUSTRIA 20.5%
ISRAEL 19.5%
DENMARK 19.2%
JAPAN 17.8%
JAN USE OF VOICE INTERFACES BY AGE AND GENDER
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE VOICE SEARCH OR VOICE COMMANDS EACH MONTH (ANY DEVICE)
52.7% 51.1%
48.2% 47.9% 48.1%
42.8%
37.2% 37.2%
30.8%
29.0%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN ONLINE CONTENT ACTIVITIES
2021 PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH (ANY DEVICE)
WATCH WATCH LISTEN TO MUSIC LISTEN TO ONLINE LISTEN TO OR

ONLINE VIDEOS VLOGS STREAMING SERVICES RADIO STATIONS WATCH PODCASTS
90.6% 51.4% 73.2% 47.1% 44.1%
59
MEXICO 92.8%
ARGENTINA 91.3%
JAN
BRAZIL 89.4%
2021
COLOMBIA 86.1%
IRELAND 82.6%
U.S.A. 82.0%
SPAIN 79.5%
NEW ZEALAND 78.3%
U.K. 77.6%
AUSTRALIA 77.5%
INDIA 77.2%
PHILIPPINES 77.1%
CANADA 76.0%
DENMARK 75.6%
SAUDI ARABIA 74.3%
SOUTH AFRICA 74.3%
SWEDEN 74.0%
TURKEY 72.6%
POLAND 72.1%
NETHERLANDS 70.8%
WORLDWIDE 70.0%
ITALY 69.7%
U.A.E. 69.6%
CHINA 69.5%
GERMANY 66.7%
FRANCE 65.2%
AUSTRIA 64.1%
ROMANIA 63.3%
ISRAEL 61.7%
MALAYSIA 61.1%
THAILAND 60.8%
SINGAPORE 60.1%
INDONESIA 59.6%
STREAMING TV CONTENT VIA THE INTERNET
PORTUGAL 58.4%
SWITZERLAND 57.9%
BELGIUM 56.9%
VIETNAM 56.0%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
HONG KONG 51.6%

SOUTH KOREA 48.9%
EGYPT 48.4%
TAIWAN 43.4%
JAPAN 36.4%
RUSSIA 27.5%
JAN STREAMING TV’S SHARE OF DAILY TV WATCH TIME
2021 DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV
41.1% 42.2%
39.0%
36.5%
31.7%
29.5%
+7.3% +15.1% +6.9% +5.3% +2.6%

Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
60 *NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE
ABSOLUTE CHANGE.
JAN PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
2021 PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
ANY SMART PC (LAPTOP GAMES TABLET

DEVICE PHONE OR DESKTOP) CONSOLE DEVICE
86.9% 74.9% 44.4% 26.1% 19.6%
62
THAILAND 96.6%
PHILIPPINES 95.8%
JAN
INDONESIA 94.5%
2021
MEXICO 93.0%
INDIA 92.8%
TURKEY 92.5%
VIETNAM 92.1%
TAIWAN 92.0%
SAUDI ARABIA 90.9%
SOUTH AFRICA 90.7%
MALAYSIA 88.9%
CHINA 88.6%
BRAZIL 87.3%
ARGENTINA 87.1%
WORLDWIDE 86.9%
HONG KONG 86.6%
COLOMBIA 86.3%
U.A.E. 85.9%
EGYPT 85.1%
SOUTH KOREA 83.6%
PLAYING VIDEO GAMES
POLAND 82.5%
SPAIN 82.5%
ROMANIA 82.3%
PORTUGAL 81.9%
SINGAPORE 81.8%
ITALY 81.3%
ISRAEL 80.1%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
FRANCE 80.0%
U.S.A. 79.3%
RUSSIA 78.8%
NEW ZEALAND 77.8%
SWITZERLAND 77.7%
CANADA 75.5%
BELGIUM 75.1%
NETHERLANDS 74.9%
DENMARK 74.8%
AUSTRIA 74.6%
JAPAN 74.6%
SWEDEN 74.6%
AUSTRALIA 74.5%
IRELAND 74.3%
U.K. 74.3%
GERMANY 74.2%
JAN PLAYING VIDEO GAMES BY AGE AND GENDER
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
95.4% 94.6%
92.0% 90.1% 91.0%
83.6% 81.3%
75.2%
67.2% 67.2%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN MOST POPULAR VIDEO GAME FORMATS BY AGE GROUP
2021 PERCENTAGE OF GLOBAL INTERNET USERS* IN EACH AGE GROUP WHO SAY THEY PLAY EACH TYPE OF VIDEO GAME ON ANY DIGITAL DEVICE
16-24 YEARS OLD 25-34 YEARS OLD 35-44 YEARS OLD 45-54 YEARS OLD 55-64 YEARS OLD
SHOOTER 62% SHOOTER 59% SHOOTER 47% SHOOTER 32% PUZZLE PLATFORM 18%
ACTION ADVENTURE 56% ACTION ADVENTURE 51% ACTION ADVENTURE 44% ACTION ADVENTURE 31% SHOOTER 16%
M.O.B.A. 41% RACING 41% RACING 35% PUZZLE PLATFORM 27% ACTION ADVENTURE 15%
SIMULATION 38% M.O.B.A. 40% PUZZLE PLATFORM 33% RACING 24% ONLINE BOARD GAMES 13%
RACING 38% SPORTS 36% SPORTS 32% SPORTS 21% RACING 12%
BATTLE ROYALE 36% SIMULATION 34% STRATEGY 31% STRATEGY 21% SIMULATION 11%
STRATEGY 35% STRATEGY 34% M.O.B.A. 30% SIMULATION 20% SPORTS 11%
PUZZLE PLATFORM 34% PUZZLE PLATFORM 34% SIMULATION 29% ACTION PLATFORM 19% ACTION PLATFORM 10%
SPORTS 33% ACTION PLATFORM 33% ACTION PLATFORM 29% M.M.O. 19% STRATEGY 10%
ACTION PLATFORM 32% M.M.O. 32% M.M.O. 28% M.O.B.A. 18% M.M.O. 9%
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
64 *NOTE: PERCENTAGES REPRESENT SHARE OF ALL INTERNET USERS IN EACH AGE GROUP, REGARDLESS OF WHETHER THEY PLAY VIDEO GAMES.
65
SAUDI ARABIA 01:58
THAILAND 01:38
JAN
MEXICO 01:36
2021
PHILIPPINES 01:31
U.A.E. 01:23
CHINA 01:21
INDIA 01:20
BRAZIL 01:17
INDONESIA 01:16
U.S.A. 01:15
VIETNAM 01:14
SOUTH AFRICA 01:13
WORLDWIDE 01:12
EGYPT 01:08
ARGENTINA 01:06
COLOMBIA 01:03
MALAYSIA 01:02
U.K. 01:01
HONG KONG 01:00
TURKEY 00:58
FRANCE 00:56
SPAIN 00:55
AUSTRALIA 00:54
ITALY 00:49
SINGAPORE 00:49
CANADA 00:48
IRELAND 00:48
GERMANY 00:47
BELGIUM 00:45
SWEDEN 00:44
POLAND 00:43
NEW ZEALAND 00:42

NETHERLANDS 00:41
TAIWAN 00:40
DAILY TIME SPENT USING A GAMES CONSOLE
DENMARK 00:38
PORTUGAL 00:36
SOUTH KOREA 00:35
JAPAN 00:34
AUSTRIA 00:33
AVERAGE AMOUNT OF TIME PER DAY (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE
ROMANIA 00:33
RUSSIA 00:33
SWITZERLAND 00:29
ISRAEL 00:25
66
U.K. 22.0%
U.S.A. 20.9%
JAN
CANADA 19.9%
2021
TURKEY 16.6%
CHINA 15.9%
IRELAND 15.7%
AUSTRALIA 14.6%
VIETNAM 14.2%
ITALY 14.1%
INDIA 13.2%
SPAIN 12.8%
NETHERLANDS 12.7%
SWEDEN 12.3%
WORLDWIDE 12.3%
MEXICO 12.2%
HONG KONG 12.1%
DENMARK 11.7%
ISRAEL 11.7%
SINGAPORE 11.3%
SOUTH KOREA 10.7%
AUSTRIA 10.6%
TAIWAN 10.4%
COLOMBIA 10.3%
FRANCE 10.0%
SWITZERLAND 9.7%
GERMANY 9.5%
POLAND 9.4%
U.A.E. 9.3%
BELGIUM 9.1%
ARGENTINA 9.0%
SMART HOME DEVICE OWNERSHIP
NEW ZEALAND 8.8%

ROMANIA 7.8%
SAUDI ARABIA 7.4%
MALAYSIA 7.2%
SOUTH AFRICA 7.0%

EGYPT 6.6%
NIGERIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE
6.5%
INDONESIA 5.7%
BRAZIL 5.5%
THAILAND 5.0%
PHILIPPINES 4.6%
PORTUGAL 4.6%
JAPAN 4.3%
KENYA 4.0%
GHANA 3.6%
RUSSIA 3.0%
MOROCCO 1.5%
JAN OVERVIEW OF THE SMART HOME DEVICE MARKET
2021 VALUE OF THE GLOBAL MARKET FOR SMART HOME DEVICES, WITH VALUE BY DEVICE SUB-CATEGORY (IN U.S. DOLLARS)
! REVISIONS TO HISTORICAL FIGURES MEAN VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
NUMBER OF HOMES WITH TOTAL ANNUAL VALUE OF VALUE OF SMART HOME CONTROL VALUE OF SMART HOME
SMART HOME DEVICES SMART HOME DEVICES MARKET & CONNECTIVITY DEVICE MARKET* APPLIANCES MARKET
221.7 $77.39 $14.98 $28.51

MILLION BILLION BILLION BILLION
VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME
SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET
$11.92 $9.24 $6.62 $6.12

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2020, IN U.S. DOLLARS.
67 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: THE “CONTROL AND CONNECTIVITY” SEGMENT INCLUDES HUBS AND INTERFACES FOR “INTELLIGENT HOME
NETWORKS” (E.G. SMART SPEAKERS, CENTRAL CONTROL UNITS, SMART PLUGS, ETC.).  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN AVERAGE ANNUAL REVENUE PER SMART HOME
2021 AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (IN U.S. DOLLARS)
PENETRATION OF ARPU*: COMBINED SPEND ON ARPU*: SMART HOME CONTROL ARPU*: SMART
SMART HOME DEVICES* ALL SMART HOME DEVICES & CONNECTIVITY DEVICES HOME APPLIANCES
10.6% $349 $165 $406

ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME
SECURITY DEVICES ENTERTAINMENT DEVICES COMFORT & LIGHTING ENERGY MANAGEMENT
$144 $120 $77 $91

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUE FOR 2020, IN U.S. DOLLARS.
68 SEE STATISTA.COM FOR MORE DETAILS. *NOTES: “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES; “ARPU” REFERS TO AVERAGE REVENUE PER HOME WITH
EACH KIND OF DEVICE. ARPU FOR SUB-CATEGORIES MAY EXCEED COMBINED ARPU DUE TO DIFFERENCES IN THE NUMBER OF HOMES.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN SMART HOME MARKET: ANNUAL VALUE GROWTH
2021 YEAR-ON-YEAR CHANGE IN THE SIZE AND VALUE OF THE SMART HOME MARKET, WITH DETAIL BY SUB-CATEGORY
ANNUAL CHANGE IN Y-O-Y VALUE CHANGE: OVERALL Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART
SMART HOME PENETRATION* SMART HOME DEVICES MARKET CONTROL & CONNECTIVITY MARKET HOME APPLIANCES MARKET
+14% +16% +16% +16%

Y-O-Y VALUE CHANGE: SMART Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME
HOME SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET
+20% +13% +13% +21%

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). GROWTH FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ESTIMATES OF FULL-YEAR
69 REVENUE FOR 2020 COMPARED TO 2019. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART
HOME DEVICES. “Y-O-Y VALUE CHANGE” FIGURES REFER TO THE YEAR-ON-YEAR CHANGE IN REVENUE.  COMPARABILITY ADVISORY: BASE CHANGES.
70
BRAZIL 84.0%
PORTUGAL 75.7%
JAN
KENYA
2021
75.6%
SOUTH AFRICA 71.6%
U.S.A. 67.5%
SINGAPORE 65.2%
CANADA 65.2%
SPAIN 65.1%
CHILE 64.6%
AUSTRALIA 63.9%
U.K. 62.9%
GREECE 62.8%
MALAYSIA 62.8%
FRANCE 62.4%
IRELAND 62.2%
TURKEY 61.6%
ARGENTINA 60.4%
SOUTH KOREA 59.8%
MEXICO 59.5%
ROMANIA 57.6%
PHILIPPINES 57.2%
WORLDWIDE 56.4%
FINLAND 56.4%
CROATIA 54.6%
JAPAN 54.4%
ITALY 53.7%
HONG KONG 51.5%
BULGARIA 50.7%
HUNGARY 50.0%
BELGIUM 49.2%
SWEDEN 48.9%
CZECHIA 45.6%
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM DIGITAL NEWS REPORT 2020. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
TAIWAN 45.5%
SWITZERLAND 45.4%
POLAND 45.0%
NORWAY 42.1%
AUSTRIA 39.7%
DENMARK 36.9%
GERMANY 36.5%
PERCENTAGE OF ADULTS AGED 18+ WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE WHEN IT COMES TO NEWS ON THE INTERNET
SLOVAKIA 35.1%
CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
NETHERLANDS 32.3%
JAN CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
2021 PERCENTAGE OF SURVEY RESPONDENTS WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE WHEN IT COMES TO NEWS ON THE INTERNET
62.5%
59.0% 57.2% 57.8%
55.6% 55.9% 56.8%
53.2% 54.9% 53.5% 53.1% 54.6%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
71 SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM DIGITAL NEWS REPORT 2020. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
JAN CONCERNS ABOUT MISUSE OF PERSONAL DATA
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
! THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
53.9%
53.4%
50.7%
44.7%
44.5%
44.5%
43.5%
42.5%
42.5%
41.8%
41.7%
41.6%
41.2%
40.7%
40.2%
40.2%
40.1%
40.1%
38.8%
38.2%
38.1%
37.6%
37.1%
36.1%
35.9%
35.9%
35.9%
35.6%
35.6%
34.5%
33.1%
32.2%
32.1%
31.8%
31.7%
31.4%
31.0%
30.7%
30.1%
29.7%
29.3%
27.8%
26.2%
24.8%
19.6%
18.6%
15.7%
PORTUGAL
SPAIN
BRAZIL
CANADA
FRANCE
SOUTH AFRICA
MEXICO
AUSTRIA
U.K.
POLAND
GERMANY
U.S.A.
IRELAND
AUSTRALIA
ARGENTINA
NEW ZEALAND
SINGAPORE
SWITZERLAND
BELGIUM
PHILIPPINES
DENMARK
SOUTH KOREA
INDONESIA
MALAYSIA
COLOMBIA
HONG KONG
NETHERLANDS
ISRAEL
ITALY
EGYPT
WORLDWIDE
U.A.E.
KENYA
VIETNAM
INDIA
JAPAN
SAUDI ARABIA
SWEDEN
ROMANIA
TAIWAN
TURKEY
RUSSIA
THAILAND
CHINA
NIGERIA
MOROCCO
GHANA
72  COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS,
SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS.
JAN CONCERNS ABOUT MISUSE OF PERSONAL DATA
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA
41.6% 40.6%
37.6%
35.8% 34.7%
33.1%
31.6% 31.6%
30.1% 29.1%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
74
INDONESIA 56.8%
INDIA 50.7%
JAN
SOUTH AFRICA 49.2%
2021
MALAYSIA 49.0%
PORTUGAL 47.0%
!
CHINA 46.1%
PHILIPPINES 45.3%
TAIWAN 45.0%
COLOMBIA 44.7%
ARGENTINA 44.3%
POLAND 44.3%
AUSTRIA 43.0%
ROMANIA 42.7%
WORLDWIDE 42.7%
TURKEY 42.5%
NEW ZEALAND 42.3%
SAUDI ARABIA 41.6%
CANADA 41.3%
SINGAPORE 41.3%
SPAIN 41.0%
USE OF AD BLOCKERS
BRAZIL 40.7%
IRELAND 40.4%
SWEDEN 40.2%
GERMANY 40.1%
THAILAND 40.0%
U.A.E. 39.6%
ISRAEL 39.4%
MEXICO 39.2%
HONG KONG 38.8%
U.S.A. 38.8%
EGYPT 38.4%
FRANCE 36.8%
BELGIUM 36.6%
KENYA 36.5%
SWITZERLAND 36.3%
AUSTRALIA 36.0%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
DENMARK 36.0%
U.K. 35.2%
VIETNAM 34.7%
RUSSIA 34.4%
NETHERLANDS 33.6%
ITALY 33.4%
NIGERIA 33.2%
THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
SOUTH KOREA 29.6%

JAPAN 22.3%
GHANA 17.5%
MOROCCO 17.2%
JAN USE OF AD BLOCKERS
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
49.2%
47.6%
44.8%
43.2% 43.0%
38.4% 39.1%
37.3%
33.5%
32.1%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN REASONS FOR USING AD BLOCKERS
2021 PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE AD BLOCKING TOOLS
THERE ARE TOO MANY ADS ON THE INTERNET 22.3%
TOO MANY ADS ARE ANNOYING OR IRRELEVANT 22.3%
ADS ARE TOO INTRUSIVE 19.9%
ADS TAKE UP TOO MUCH SCREEN SPACE 16.7%
ADS SOMETIMES CONTAIN VIRUSES OR BUGS 16.5%
SPEED UP PAGE LOADING TIMES 14.6%
AVOID ADS BEFORE WATCHING VIDEOS OR SHOWS 13.3%
I TRY TO AVOID ALL ADVERTISING (ONLINE AND OFFLINE) 13.0%
ADS MIGHT COMPROMISE MY ONLINE PRIVACY 11.2%
STOP MY DATA ALLOWANCE FROM BEING USED UP 10.5%
WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2021
SHIFTS IMPACTING OUR ONLINE BEHAVIOUR
SYNTHETIC MEDIA PRACTICAL ADVOCACY VIRTUAL LIFESTYLES

Synthetic media is a term used to describe any ‘Armchair activism’ has long been People are spending more time in virtual
media that’s created using artificial production or considered the lazier cousin of getting out spaces than ever – social channels, 9-5
manipulation. Recent years have seen this type in the world. But amid the constraints of Zoom calls and games like Animal Crossing
of media enter the mainstream – from virtual 2020, and bolstered by the normalisation are all keeping people behind their screens.
influencers to deepfakes to ageless actors in films of long-form formats and the availability of As a result, they’re making more lifestyle
like The Irishman. As a result, they’re starting to lose practical digital tools, online advocacy has choices within them. From in-game clothing
the creep factor. People are getting comfortable undergone a practical transformation. Digital lines to virtual beauty products exclusively
with ‘fake’ media and it’s fundamentally changing spaces are evolving into active arenas for for Zoom calls, people are investing in the
the way we create and consume content. accountability, learning and impact. customisation of their digital selves.
In 2021, brands will use affordable In 2021, brands will harness this shift In 2021, brands will create virtual product
synthetic media technologies to create to educate others where they can, and lines for audiences keen to bridge the gap
immersive digital brand experiences educate themselves where they need to between their offline and online personas
GLOBAL SOCIAL MEDIA USE
JAN SOCIAL MEDIA USE AROUND THE WORLD
2021 USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS
TOTAL NUMBER OF SOCIAL MEDIA USERS AS ANNUAL CHANGE IN TOTAL NUMBER OF SOCIAL PERCENTAGE OF TOTAL
ACTIVE SOCIAL A PERCENTAGE OF THE THE NUMBER OF GLOBAL MEDIA USERS ACCESSING SOCIAL MEDIA USERS
MEDIA USERS* GLOBAL POPULATION SOCIAL MEDIA USERS VIA MOBILE PHONES ACCESSING VIA MOBILE
4.20 53.6% +13.2% 4.15 98.8%

BILLION +490 MILLION BILLION
SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE.
79 *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY EXCEED INTERNET USER NUMBERS IN SOME COUNTRIES.  COMPARABILITY ADVISORY: BASE
CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN GLOBAL SOCIAL MEDIA USERS OVER TIME
2021 NUMBER OF GLOBAL SOCIAL MEDIA USERS* BY YEAR (IN BILLIONS), WITH YEAR-ON-YEAR CHANGE
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS
4.20
3.71
3.46
3.20
2.79
2.31
+20.9% +14.6% +8.3% +7.2% +13.2%

2016 2017 2018 2019 2020 2021
SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE.
80 *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH
FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN SOCIAL MEDIA USERS vs. TOTAL POPULATION
2021 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS* IN EACH REGION COMPARED TO TOTAL POPULATION
! THIS CHART INCLUDES DATA FROM NEW SOURCES, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
NORTHERN
EUROPE EASTERN
EUROPE
79%
NORTHERN
AMERICA
65%
74% WESTERN
ASIA
SOUTHERN
EUROPE 66% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 45% 60%
71% 51% MIDDLE
WESTERN
ASIA
31%
AFRICA SOUTHERN
CENTRAL
AMERICA 16% ASIA

ASIA
AFRICA
72% 10% EASTERN

AFRICA
SOUTHERN
AMERICA
41% 64%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.
81 *ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES MAY EXCEED INTERNET PENETRATION VALUES. NOTES: DIFFERENCES IN DATA AVAILABILITY MEAN REGIONAL
FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. REGIONS AS PER THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN SOCIAL MEDIA USERS vs. POPULATION BY GENDER
2021 ACTIVE FEMALE AND MALE SOCIAL MEDIA USERS*, SHOWN AS A PERCENTAGE OF TOTAL FEMALE AND MALE POPULATIONS
NORTHERN
EUROPE EASTERN
EUROPE
81 76
NORTHERN 65 65
AMERICA
CENTRAL
78 69 WESTERN
EUROPE 77 80 70 73 26 30 ASIA
SOUTHERN EASTERN
EUROPE 66 65 ASIA
CARIBBEAN NORTHERN
34 55 46 73
AFRICA
70 72 51 51 WESTERN 17 44
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
12 19 ASIA
WESTERN
ASIA
AFRICA
75 70 8 12 EASTERN
AFRICA
SOUTHERN

AMERICA 42 40 67 60
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; THE UNITED NATIONS; THE U.S. CENSUS BUREAU. *ADVISORIES: “USERS” MAY
82 NOT REPRESENT UNIQUE INDIVIDUALS. USERS MAY IDENTIFY AS DIFFERENT GENDERS ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC
DATA FROM OTHER SOURCES. REGIONAL FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS DUE TO DIFFERENCES IN LOCAL AVAILABILITY. NOTE: REGIONS BASED ON THE U.N. GEOSCHEME.
JAN SOCIAL MEDIA USERS vs. TOTAL POPULATION
2021 ACTIVE SOCIAL MEDIA USERS* AS A PERCENTAGE OF THE TOTAL POPULATION
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO SOURCE CHANGES.
99.0%
89.3%
88.1%
88.0%
86.0%
85.6%
84.9%
84.4%
83.6%
82.1%
82.0%
81.8%
80.7%
80.0%
79.9%
79.9%
79.3%
79.3%
78.7%
78.7%
78.1%
77.9%
77.2%
76.6%
76.4%
76.4%
76.0%
75.9%
74.3%
73.7%
72.3%
70.8%
70.3%
68.5%
67.9%
67.8%
64.6%
62.6%
61.8%
59.3%
53.6%
47.4%
41.9%
32.3%
26.1%
20.2%
15.8%
U.A.E.
SOUTH KOREA
TAIWAN
NETHERLANDS
MALAYSIA
HONG KONG
CANADA
SINGAPORE
DENMARK
SWEDEN
NEW ZEALAND
SWITZERLAND
PHILIPPINES
SPAIN
AUSTRALIA
AUSTRIA
ARGENTINA
SAUDI ARABIA
GERMANY
THAILAND
ISRAEL
U.K.
MEXICO
PORTUGAL
IRELAND
COLOMBIA
BELGIUM
FRANCE
JAPAN
VIETNAM
U.S.A.
TURKEY
BRAZIL
POLAND
ITALY
RUSSIA
CHINA
ROMANIA
INDONESIA
MOROCCO
WORLDWIDE
EGYPT
SOUTH AFRICA
INDIA
GHANA
KENYA
NIGERIA
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH. VALUES
83 CAPPED AT 99%. NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN SOCIAL MEDIA USER GROWTH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE GREATEST YEAR-ON-YEAR CHANGE IN THE NUMBER OF SOCIAL MEDIA USERS
HIGHEST LEVELS OF RELATIVE GROWTH HIGHEST LEVELS OF ABSOLUTE GROWTH
# HIGHEST RELATIVE GROWTH ▲% ▲ USERS # LARGEST ABSOLUTE GROWTH ▲ USERS ▲%
01 TURKMENISTAN +108.3% +78,000 01 CHINA +110,000,000 +12.9%
02 SOUTH SUDAN +60.7% +170,000 02 INDIA +78,000,000 +21.2%
03 TAJIKISTAN +51.5% +340,000 03 PHILIPPINES +16,000,000 +21.9%
04 BENIN +45.5% +500,000 04 MEXICO +11,000,000 +12.4%
05 UZBEKISTAN +43.8% +1,400,000 05= BRAZIL +10,000,000 +7.1%
06 CHAD +42.4% +140,000 05= INDONESIA +10,000,000 +6.3%
07 RWANDA +39.3% +240,000 05= U.S.A. +10,000,000 +4.3%
08 TOGO +36.9% +240,000 08= BANGLADESH +9,000,000 +25.0%
09 GHANA +36.7% +2,200,000 08= PAKISTAN +9,000,000 +24.3%
10 ANGOLA +36.4% +800,000 10 SPAIN +8,100,000 +27.6%
84 NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN SHARE OF THE WORLD’S SOCIAL MEDIA USERS
2021 SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF THE WORLDWIDE TOTAL OF SOCIAL MEDIA USERS
NORTHERN
EUROPE EASTERN
EUROPE
2.1%
NORTHERN
AMERICA
4.9%
7.0% WESTERN
EUROPE 3.9% 2.8% 0.5% CENTRAL
ASIA
SOUTHERN
EUROPE 28.1% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 2.8% 4.3%
3.3% 0.6% MIDDLE
WESTERN
ASIA
15.4%
AFRICA SOUTHERN
CENTRAL
AMERICA 1.6% ASIA
WESTERN 0.4% 11.9% SOUTH-EASTERN

ASIA
AFRICA
8.0% 1.1% EASTERN

AFRICA
SOUTHERN
AMERICA
0.7% 0.7%
SOUTHERN OCEANIA
AFRICA
85 NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN THAT REGIONAL FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. REGIONS AS PER THE U.N. GEOSCHEME. *ADVISORY: “USER”
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: IMPORTANT SOURCE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN SHARE OF SOCIAL MEDIA USERS BY AGE AND GENDER
2021 SOCIAL MEDIA USERS OF EACH GENDER* IN EACH AGE GROUP* AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USERS AGED 13 AND ABOVE
18.8%
14.4%
13.4%
10.8%
9.0%
7.2%
4.7% 5.1%
3.1% 3.6%
3.0% 2.7% 2.2% 2.1%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
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: EXTRAPOLATIONS OF DATA FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: MOST SOCIAL MEDIA PLATFORMS DO NOT REPORT DATA FOR
86 GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIR AGE ON SOCIAL MEDIA, WHICH MAY AFFECT THE
COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC DATA FROM OTHER SOURCES. “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
JAN SHARE OF SOCIAL MEDIA USERS BY GENDER
2021 FEMALE AND MALE SOCIAL MEDIA USERS AS A PERCENTAGE OF EACH REGION’S TOTAL SOCIAL MEDIA USERS*
NORTHERN
EUROPE EASTERN
EUROPE
52 48
NORTHERN 53 47
AMERICA
CENTRAL
54 46 WESTERN
EUROPE 50 50 50 50 48 52 ASIA
SOUTHERN EASTERN
EUROPE 49 51 ASIA
CARIBBEAN NORTHERN
38 62 36 64
AFRICA
50 50 51 49 WESTERN 27 73
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
38 62 ASIA
WESTERN
ASIA
AFRICA
52 48 40 60 EASTERN
AFRICA
SOUTHERN

AMERICA 52 48 53 47
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; THE U.N.; THE U.S. CENSUS BUREAU. *ADVISORIES: “USERS” MAY NOT
87 REPRESENT UNIQUE INDIVIDUALS. MOST PLATFORMS ONLY REPORT DATA FOR ‘FEMALE’ OR ‘MALE’ USERS, SO FIGURES REFLECT THOSE GENDERS’ SHARE OF THE COMBINED TOTAL. USERS MAY
IDENTIFY AS DIFFERENT GENDERS ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. OTHER SOURCES. NOTE: REGIONS AS PER U.N. GEOSCHEME.
JAN URBAN CONCENTRATION OF SOCIAL MEDIA USERS
2021 COMPARING THE CONCENTRATION OF NATIONAL POPULATIONS AND SOCIAL MEDIA USERS LOCATED IN CITIES WITH 100,000 OR MORE INHABITANTS
POPULATION IN SOCIAL USERS IN SOCIAL vs. POPULATION IN SOCIAL USERS IN SOCIAL vs.
# COUNTRY # COUNTRY
CITIES (100K+) CITIES (100K+) POPULATION CITIES (100K+) CITIES (100K+) POPULATION
01 INDIA 16% 63% 3.8x 16 THAILAND 41% 44% 1.1x

02 U.S.A. 32% 42% 1.3x 17 U.K. 44% 53% 1.2x
03 INDONESIA 35% 65% 1.9x 18 FRANCE 15% 34% 2.3x
04 PAKISTAN 19% 87% 4.5x 19 TANZANIA 12% 91% 7.4x
05 BRAZIL 54% 62% 1.1x 20 ITALY 23% 41% 1.7x
06 NIGERIA 21% 91% 4.4x 21 SOUTH AFRICA 41% 60% 1.5x
07 BANGLADESH 14% 71% 5.1x 22 MYANMAR 20% 52% 2.6x
08 MEXICO 64% 69% 1.1x 23 KENYA 12% 70% 5.8x
09 ETHIOPIA 6% 49% 8.4x 24 COLOMBIA 60% 74% 1.2x
10 PHILIPPINES 29% 65% 2.3x 25 SPAIN 50% 51% 1.0x
11 EGYPT 21% 88% 4.1x 26 UGANDA 7% 91% 12.5x
12 VIETNAM 12% 67% 5.7x 27 ARGENTINA 60% 56% 0.9x
13 D.R. CONGO 17% 78% 4.6x 28 ALGERIA 54% 76% 1.4x
14 TURKEY 81% 87% 1.1x 29 UKRAINE 43% 68% 1.6x
15 GERMANY 35% 51% 1.5x 30 IRAQ 61% 88% 1.4x
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS; UNITED NATIONS; WORLD POPULATION REVIEW.
88 ADVISORIES: POPULATION DATA MAY BE CONSIDERABLY OLDER THAN SOCIAL MEDIA DATA. SOCIAL MEDIA USER FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
JAN SOCIAL MEDIA BEHAVIOURS
2021 PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET
NETWORK OR A MESSAGING OR CONTRIBUTED TO SOCIAL OF TIME PER DAY SPENT SOCIAL MEDIA ACCOUNTS USERS WHO USE SOCIAL
SERVICE IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIAL MEDIA PER INTERNET USER* MEDIA FOR WORK PURPOSES*
98.1% 90.2% 2H 25M 8.4 40.4%
SOURCE: GLOBALWEBINDEX (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
89 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES
PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW ENTREPRENEURS AND / OR BUSINESS PEOPLE.
90
PHILIPPINES 04:15
COLOMBIA 03:45
JAN
BRAZIL 03:42
2021
KENYA 03:42
NIGERIA 03:41
SOUTH AFRICA 03:32
MEXICO 03:27
ARGENTINA 03:22
INDONESIA 03:14
GHANA 03:08
EGYPT 03:06
SAUDI ARABIA 03:06
MALAYSIA 03:01
TURKEY 02:57
U.A.E. 02:55
THAILAND 02:48
MOROCCO 02:29
RUSSIA 02:28
WORLDWIDE 02:25
INDIA 02:25
VIETNAM 02:21
PORTUGAL 02:18
SINGAPORE 02:17
ROMANIA 02:16
U.S.A. 02:07
CHINA 02:04
POLAND 01:59
HONG KONG 01:57
TAIWAN 01:56
IRELAND 01:55
NEW ZEALAND 01:55
ISRAEL 01:54
SPAIN 01:54
ITALY
DAILY TIME SPENT USING SOCIAL MEDIA
01:52
U.K. 01:49
SWEDEN 01:48
AUSTRALIA 01:46
CANADA 01:46
BELGIUM 01:45
DENMARK 01:41
FRANCE 01:41
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
SWITZERLAND 01:25
GERMANY 01:24
NETHERLANDS 01:24
AUSTRIA 01:22
SOUTH KOREA 01:08
JAPAN 00:51
JAN DAILY TIME SPENT USING SOCIAL MEDIA
2021 AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT GLOBAL INTERNET USERS SPEND USING SOCIAL MEDIA EACH DAY
03:14
02:39 02:45
02:29
02:20 02:14
02:01
01:47
01:35
01:21
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN EVOLUTION OF DAILY TIME SPENT USING SOCIAL MEDIA
2021 EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA
2H 22M 2H 25M 2H 25M

2H 15M
2H 08M
1H 51M
+14.8% +5.3% +5.6% +1.7% +0.4%

Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
92 SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
JAN THE WORLD’S MOST-USED SOCIAL PLATFORMS
2021 THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
FACEBOOK1 2,740
YOUTUBE2 2,291
WHATSAPP1 2,000
FB MESSENGER1* 1,300
INSTAGRAM2 1,221
WEIXIN / WECHAT1 1,213
TIKTOK1 689
QQ1 617
DOUYIN1** 600
SINA WEIBO1 511
TELEGRAM1 500
SNAPCHAT2 498
DATA UPDATED TO:
KUAISHOU1 481 25 JANUARY 2021
PINTEREST1 442
REDDIT1* 430
TWITTER2 353
QUORA1* 300
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
93 *NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
JAN TOP SOCIAL AND VIDEO STREAMING APPS BY TIME SPENT
2021 RANKINGS OF THE TOP SOCIAL MEDIA AND VIDEO STREAMING MOBILE APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020
TOP SOCIAL MEDIA MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT* TOP VIDEO STREAMING MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*
# SOCIAL MEDIA APP AVE. TIME PER USER # VIDEO STREAMING APP AVE. TIME PER USER
01 FACEBOOK 19.5 HOURS / MONTH 01 YOUTUBE 23.2 HOURS / MONTH
02 WHATSAPP 19.4 HOURS / MONTH 02 MX PLAYER 7.6 HOURS / MONTH
03 INSTAGRAM 10.3 HOURS / MONTH 03 NETFLIX 7.0 HOURS / MONTH
04 TIKTOK 13.3 HOURS / MONTH 04 HOTSTAR 4.5 HOURS / MONTH
05 FACEBOOK MESSENGER 2.7 HOURS / MONTH 05 AMAZON PRIME VIDEO 3.7 HOURS / MONTH
06 TWITTER 5.6 HOURS / MONTH 06 YOUTUBE GO 9.5 HOURS / MONTH
07 LINE 10.6 HOURS / MONTH 07 TWITCH 5.1 HOURS / MONTH
08 TELEGRAM 2.9 HOURS / MONTH 08 JIOTV 2.5 HOURS / MONTH
09 VK 13.9 HOURS / MONTH 09 YOUTUBE KIDS 6.2 HOURS / MONTH
10 WHATSAPP BUSINESS 9.3 HOURS / MONTH 10 VOOT 4.2 HOURS / MONTH
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANK ORDER BASED ON THE TOTAL, CUMULATIVE TIME THAT ANDROID USERS AROUND THE WORLD
94 SPENT USING EACH MOBILE APP RESPECTIVE TO OTHER APPS IN EACH CATEGORY THROUGHOUT THE WHOLE OF 2020. *ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES.
DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.
JAN AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS
2021 AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)
11.4
10.7
10.5
10.4
10.2
10.0
9.9
9.9
9.8
9.8
9.6
9.4
9.4
9.3
9.1
8.9
8.9
8.7
8.4
8.3
8.3
8.1
8.0
8.0
7.8
7.8
7.7
7.6
7.5
7.4
7.4
7.3
7.2
7.2
7.1
7.0
6.9
6.9
6.8
6.8
6.8
6.6
6.3
6.2
6.0
5.7
3.8
INDIA
U.A.E.
INDONESIA
SAUDI ARABIA
MEXICO
THAILAND
PHILIPPINES
VIETNAM
COLOMBIA
BRAZIL
MALAYSIA
TURKEY
ARGENTINA
EGYPT
SINGAPORE
ROMANIA
SOUTH AFRICA
PORTUGAL
WORLDWIDE
HONG KONG
POLAND
SPAIN
TAIWAN
IRELAND
ITALY
KENYA
NIGERIA
NEW ZEALAND
SWEDEN
CHINA
BELGIUM
RUSSIA
AUSTRALIA
DENMARK
U.S.A.
NETHERLANDS
SWITZERLAND
U.K.
AUSTRIA
FRANCE
CANADA
ISRAEL
SOUTH KOREA
GHANA
GERMANY
MOROCCO
JAPAN
95 *NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE
ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS EACH MONTH.
JAN SOCIAL MEDIA PLATFORMS: USER OVERLAPS
2021 PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS
! THE PLATFORMS INCLUDED IN THE “WHO USE ANY OTHER PLATFORM” COLUMN HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
WHO USE ANY WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO
OTHER PLATFORM USE FACEBOOK USE YOUTUBE USE INSTAGRAM USE REDDIT USE SNAPCHAT USE TWITTER USE TIKTOK USE PINTEREST
FACEBOOK USERS 98.9% 100.0% 92.3% 74.8% 17.7% 29.6% 53.8% 35.8% 35.2%
YOUTUBE USERS 98.7% 81.4% 100.0% 72.9% 17.6% 28.9% 52.0% 34.6% 34.3%
INSTAGRAM USERS 99.8% 85.5% 94.5% 100.0% 20.6% 35.3% 60.7% 40.5% 39.6%
REDDIT USERS 100.0% 84.1% 94.7% 85.5% 100.0% 56.8% 76.1% 56.5% 64.3%
SNAPCHAT USERS 99.9% 85.3% 94.4% 89.0% 34.4% 100.0% 68.3% 57.9% 53.8%
TWITTER USERS 99.8% 86.9% 95.3% 85.7% 25.9% 38.2% 100.0% 42.5% 42.3%
TIKTOK USERS 99.7% 85.0% 93.3% 84.2% 28.2% 47.7% 62.5% 100.0% 47.0%
PINTEREST USERS 99.8% 85.5% 94.6% 84.1% 32.9% 45.3% 63.7% 48.1% 100.0%
SOURCE: GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. PERCENTAGES REPRESENT
96 THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE
ANY OTHER PLATFORM” COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.
JAN REASONS FOR USING SOCIAL MEDIA
2021 PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA
STAY UP-TO-DATE WITH NEWS AND CURRENT EVENTS 36.5%

FIND FUNNY OR ENTERTAINING CONTENT 35.0%
FILL UP SPARE TIME 34.4%
STAY IN TOUCH WITH WHAT MY FRIENDS ARE DOING 33.0%
SHARE PHOTOS OR VIDEOS WITH OTHERS 27.9%
RESEARCH PRODUCTS TO BUY 27.5%
GENERAL NETWORKING WITH OTHER PEOPLE 26.8%
BECAUSE A LOT OF MY FRIENDS ARE ON THEM 25.1%
SHARE MY OPINION 23.4%
MEET NEW PEOPLE 21.3%
NETWORK FOR WORK 20.3%
MAKE SURE I DON’T MISS OUT ON ANYTHING (”FOMO”) 18.9%
WATCH OR FOLLOW SPORTS EVENTS 18.6%
FOLLOW CELEBRITIES AND CELEBRITY NEWS 17.6%
SHARE DETAILS OF WHAT I’M DOING IN MY DAILY LIFE 16.3%
PROMOTE OR SUPPORT CHARITABLE CAUSES 12.5%
98
KENYA 84.8%
NIGERIA 82.9%
GHANA
JAN
75.1%
2021
COLOMBIA 66.3%
PHILIPPINES 65.4%
INDONESIA 65.1%
ARGENTINA 64.9%
MEXICO 64.7%
MOROCCO 63.5%
VIETNAM 62.6%
BRAZIL 61.6%
SAUDI ARABIA 60.0%
SOUTH AFRICA 60.0%
MALAYSIA 59.5%
EGYPT 56.4%
THAILAND 55.5%
TURKEY 54.5%
U.A.E. 52.1%
ISRAEL 50.6%
INDIA 49.1%
TAIWAN 46.9%
POLAND 45.3%
WORLDWIDE 44.8%
HONG KONG 44.2%
PORTUGAL 43.0%
SINGAPORE 42.5%
RUSSIA 42.0%
SPAIN 41.7%
ROMANIA 39.3%
AUSTRALIA 34.9%
NEW ZEALAND 34.9%
CHINA 34.3%
IRELAND 33.4%
ITALY 33.3%
SWEDEN 33.0%
DENMARK 32.4%
U.S.A. 31.7%
CANADA 31.5%
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
BELGIUM 30.3%
SWITZERLAND 28.4%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
FRANCE 28.0%
U.K. 28.0%
AUSTRIA 27.8%
SOUTH KOREA 26.3%
GERMANY 26.2%
JAPAN 26.2%
NETHERLANDS 24.1%
JAN USE OF SOCIAL MEDIA FOR BRAND RESEARCH
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
55.9%
51.0%
48.1% 48.4%
42.6% 42.2%
36.2% 35.3%
27.9% 28.3%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
100
SOUTH AFRICA 61.4%
COLOMBIA 60.6%
JAN
INDONESIA 60.0%
2021
BRAZIL 59.0%
PHILIPPINES 57.6%
ARGENTINA 56.1%
VIETNAM 55.9%
MEXICO 54.5%
MALAYSIA 53.2%
ENTREPRENEURS AND / OR BUSINESS PEOPLE.

SAUDI ARABIA 48.5%
U.A.E. 47.6%
THAILAND 47.0%
TURKEY 47.0%
INDIA 46.7%
EGYPT 46.2%
PORTUGAL 42.5%
WORLDWIDE 40.4%
DENMARK 39.7%
SINGAPORE 37.9%
ISRAEL 36.6%
CHINA 36.4%
TAIWAN 35.5%
IRELAND 35.1%
SPAIN 34.8%
HONG KONG 34.3%
SWITZERLAND 33.8%
ROMANIA 33.6%
NEW ZEALAND 33.0%
AUSTRIA 32.5%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
RUSSIA 32.0%
SWEDEN 31.8%
ITALY 31.4%
POLAND 30.8%
AUSTRALIA 29.8%
*NOTE: IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW
CANADA 29.5%
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
U.K. 28.7%
U.S.A. 28.6%
BELGIUM 28.5%
NETHERLANDS 27.1%
FRANCE 25.4%
GERMANY 24.8%
JAPAN 16.7%
SOUTH KOREA 16.0%
JAN INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
45.1% 45.3%
42.5% 41.8%
41.0%
39.0% 39.0%
36.0%
32.3%
24.8%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
101 *NOTE: IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW
ENTREPRENEURS AND / OR BUSINESS PEOPLE.
WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2021
SHIFTS IN HOW PEOPLE BEHAVE AND INTERACT ON SOCIAL
OPEN-SOURCE CREATIVITY RELIABLE IDOLS DIGITAL PLAYGROUNDS

Creativity on social has always thrived In the wake of the influencer backlash, Amid our new content needs, the horizons of
through the removal of gatekeepers and the a growing emphasis is being placed gaming have expanded. Titles like Fortnite
fluidity of remixing what’s already available on the tangible value public figures and Animal Crossing established themselves
online. But the process of content creation can bring to our lives. People aren’t as legitimate social platforms, while YouTube
is becoming notably more communal, with unfollowing beautiful people. But reports that gaming is its biggest breakout
TikTok’s meteoric rise serving as a tipping they want them to be more than genre. With people seeking digital-first
point. Major platforms are becoming spaces a pretty face, and to prove that social experiences, gaming is coming into
for people to co-create, not just engage. they’re worth their place in the feed. its own as a social medium for the masses.
In 2021, brands will harness emerging In 2021, brands will need In 2021, brands will look to build
tools and formats to foster creativity and to be more discerning about communities and digital brands moments
participation from their social followings who they partner with and why that exist entirely within games
HOOTSUITE’S PERSPECTIVE: SOCIAL TRENDS
Backed by data from 11,189 survey respondents and in-depth interviews with top experts at agencies,
brands, and social platforms, Hootsuite’s global report shines a light on the top trends in social.
THE RACE TO ROI

Using social to recover revenue lost in the wake of the pandemic will still be a high priority in 2021. But to differentiate
and win long-term loyalty, use social to rejuvenate the online customer experience with discovery, connection, and fun.
BRANDS FIND THEIR PLACE IN THE CONVERSATION

Many brands miss the mark on social by jumping into conversations too soon. The smart ones will be those who
sit back, listen, and then find creative ways of fitting into the social conversation instead of trying to lead it.
A GENERATIONAL BOOM ON SOCIAL

2020 was a tipping point for baby boomers online. Marketers that diversify how they reach this increasingly
digitally savvy and lucrative demographic can leapfrog others that are still blinded by ageism and stereotypes.
TYING ENGAGEMENT DATA TO CUSTOMER IDENTITY

With renewed momentum and executive attention on social, focus on using data to prove
that top-line social engagement is leading to more valuable customer relationships.
THE PERILS (AND PROMISE) OF PURPOSE

Bold brands start in the boardroom, not the front lines of social. Strong CMOs will use intelligence gathered by social teams to help
the organization adapt to new buyer beliefs while balancing the twin demands of building a better business and a better world.
Click here to read Hootsuite’s full Social Trends 2021 report.

FACEBOOK
JAN FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
POTENTIAL AUDIENCE* FACEBOOK’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT FACEBOOK REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED USING COMPARED TO THE TOTAL IN FACEBOOK’S THAT FACEBOOK THAT FACEBOOK
ADVERTS ON FACEBOOK POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
2.18 36% +2.2% 44% 56%

BILLION +48 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
105 *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK’S MONTHLY ACTIVE USERS OVER TIME
2021 THE LATEST REPORTED NUMBER OF MONTHLY ACTIVE FACEBOOK USERS AT THE START OF EACH YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
2,740
2,449
2,271
2,072
1,788
1,545
+16% +16% +9.6% +7.8% +12%

Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
SOURCE: FACEBOOK’S Q3 EARNINGS ANNOUNCEMENTS (EACH OCTOBER, FROM 2015 TO 2020). NOTE: FOR A VARIETY OF REASONS, THE MONTHLY ACTIVE USER FIGURES SHOWN ON THIS
106 CHART MAY BE HIGHER THAN THE ADVERTISING REACH FIGURES CITED ELSEWHERE IN THIS REPORT.
JAN PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
2021 SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
18.8%
14.2%
12.8%
9.6% 9.6%
7.3%
5.0% 5.5%
3.3% 3.3% 3.1%
2.6% 2.6% 2.3%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
107 OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN ANNUAL CHANGE IN FACEBOOK ADVERTISING REACH
2021 YEAR-ON-YEAR CHANGE IN FACEBOOK’S ADVERTISING REACH BY AGE GROUP AND GENDER*
+25.0%
+24.4%
+20.0% +19.6%
+16.7% +16.1%
+14.5%
+12.0% +12.0% +12.2%

+10.5% +10.7% +10.8%
+6.7%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
108 OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL
MONTHLY ACTIVE USERS.
JAN FACEBOOK REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
# COUNTRY / TERRITORY REACH ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ
01 INDIA 320,000,000 +3.2% 11 PAKISTAN 40,000,000 +2.6%
02 U.S.A. 190,000,000 0% 12= TURKEY 38,000,000 +2.7%
03 INDONESIA 140,000,000 0% 12= U.K. 38,000,000 0%
04 BRAZIL 130,000,000 0% 14 COLOMBIA 36,000,000 0%
05 MEXICO 93,000,000 +1.1% 15 FRANCE 33,000,000 +3.1%
06 PHILIPPINES 83,000,000 +2.5% 16= ARGENTINA 31,000,000 0%
07 VIETNAM 68,000,000 +4.6% 16= ITALY 31,000,000 +3.3%
08 THAILAND 51,000,000 +2.0% 18= GERMANY 29,000,000 +3.6%
09 EGYPT 45,000,000 +2.3% 18= NIGERIA 29,000,000 +3.6%
10 BANGLADESH 41,000,000 +5.1% 20 MYANMAR 27,000,000 +3.8%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS
109 OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
110
PHILIPPINES 101.5%
MALAYSIA 92.5%
JAN
MEXICO 92.3%
2021
U.A.E. 90.3%
VIETNAM 87.3%
COLOMBIA 87.0%
ARGENTINA 86.7%
THAILAND 84.9%
TAIWAN 84.9%
NEW ZEALAND 79.4%
DENMARK 78.1%
ISRAEL 75.9%
AUSTRALIA 75.0%
HONG KONG 74.9%
SINGAPORE 74.3%
BRAZIL 74.1%
SWEDEN 73.5%
BELGIUM 69.7%
PORTUGAL 69.5%
READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES.

U.S.A. 67.9%
CANADA 67.2%
MOROCCO 66.7%
IRELAND 66.2%
ROMANIA 66.1%
U.K. 66.0%
INDONESIA 65.7%
EGYPT 62.5%
NETHERLANDS 61.3%
FRANCE 59.5%
ITALY 57.6%
TURKEY 56.5%
POLAND 54.8%
SPAIN 53.6%
SOUTH AFRICA 51.4%
SAUDI ARABIA 47.3%
(ACCESSED JAN 2021). *ADVISORIES: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE
THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON FACEBOOK COMPARED TO THE POPULATION AGED 13+
SWITZERLAND 46.4%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
ELIGIBLE AUDIENCE REACH RATE: FACEBOOK
AUSTRIA 45.6%
GERMANY 39.4%
WORLDWIDE 35.8%
GHANA 33.6%
INDIA 29.7%
SOUTH KOREA 28.4%
KENYA 26.2%
NIGERIA 22.6%
JAPAN 15.9%
RUSSIA 7.3%
JAN ELIGIBLE AUDIENCE REACH RATE RANKING: FACEBOOK
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ
01 MONGOLIA 105.0%* 2,500,000 +8.7% 11 MEXICO 92.3% 93,000,000 +1.1%
02 LIBYA 104.7%* 5,500,000 +5.8% 12 ICELAND 91.1% 260,000 0%
03 PHILIPPINES 101.5%* 83,000,000 +2.5% 13 U.A.E. 90.3% 7,800,000 -2.5%
04 PERU 99.8% 26,000,000 +4.0% 14 BRUNEI 90.2% 320,000 0%
05 TONGA 99.6% 74,000 +4.2% 15 GREENLAND 90.1% 42,000 +5.0%
06 MALTA 98.3% 380,000 0% 16 QATAR 90.0% 2,300,000 0%
07 ARUBA 97.6% 89,000 0% 17 CAMBODIA 89.5% 11,000,000 0%
08 SAMOA 96.9% 130,000 0% 18 GUAM 89.2% 120,000 0%
09 ECUADOR 96.0% 13,000,000 0% 19 BOLIVIA 88.6% 7,700,000 +1.3%
10 MALAYSIA 92.5% 24,000,000 +4.3% 20 VIETNAM 87.3% 68,000,000 +4.6%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED JAN
111 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “% 13+”
VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK ACCESS BY DEVICE
2021 THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM
PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK

USERS ACCESSING VIA ANY USERS WHO ONLY ACCESS VIA A USERS WHO ACCESS VIA BOTH USERS WHO ONLY ACCESS
KIND OF MOBILE PHONE LAPTOP OR DESKTOP COMPUTER PHONES AND COMPUTERS VIA A MOBILE PHONE
98.3% 1.7% 17.3% 81.0%
112 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
JAN SHARE OF FACEBOOK ACCESS BY MOBILE OS
2021 PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE THAT ACCESSES THE PLATFORM USING EACH OPERATING SYSTEM
PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE FACEBOOK

FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING USERS ACCESSING VIA OTHER OPERATING
VIA APPS ON ANDROID DEVICES VIA APPS ON IOS DEVICES SYSTEMS OR MOBILE WEB BROWSERS*
80.7% 14.7% 4.6%

SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
113 *NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB BROWSERS MAY ALSO
INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK USERS BY LANGUAGE
2021 THE NUMBER OF USERS IN FACEBOOK’S ADVERTISING AUDIENCE* WHO SPEAK EACH LANGUAGE, WITH RESPECTIVE SHARE OF TOTAL AUDIENCE
# LANGUAGE USERS SHARE # LANGUAGE USERS SHARE
01 ENGLISH 1,100,000,000 50.4% 11 JAVANESE 58,000,000 2.7%
02 SPANISH 340,000,000 15.6% 12 THAI 55,000,000 2.5%
03 HINDI 180,000,000 8.2% 13 TURKISH 41,000,000 1.9%
04 ARABIC 160,000,000 7.3% 14 URDU 40,000,000 1.8%
05= INDONESIAN 150,000,000 6.9% 15 RUSSIAN 36,000,000 1.6%
05= PORTUGUESE 150,000,000 6.9% 16 ITALIAN 34,000,000 1.6%
07 FRENCH 120,000,000 5.5% 17 GERMAN 33,000,000 1.5%
08 FILIPINO 75,000,000 3.4% 18 TRADITIONAL CHINESE 29,000,000 1.3%
09 VIETNAMESE 72,000,000 3.3% 19 POLISH 20,000,000 0.9%
10 BENGALI 71,000,000 3.3% 20 JAPANESE 18,000,000 0.8%
SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FIGURES IN THE “SHARE” COLUMN REPRESENT THE NUMBERS
114 OF ACTIVE FACEBOOK USERS WHO SPEAK EACH LANGUAGE AS A PERCENTAGE OF FACEBOOK’S TOTAL GLOBAL ADVERTISING AUDIENCE. FIGURES REPRESENT FACEBOOK’S ADVERTISING
AUDIENCE, AND MAY NOT CORRELATE WITH MONTHLY ACTIVE USERS. ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK’S TOP CITIES BY ACTIVE USERS
2021 CITIES AND BROADER URBAN AREAS WITH THE GREATEST NUMBER OF ACTIVE FACEBOOK USERS
CITIES WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS URBAN AREAS WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS
# CITY CITY ONLY CITY + 40KM # URBAN AREA CITY + 40KM CITY ONLY
01 DHAKA 17,000,000 20,000,000 01 MANILA 26,000,000 3,500,000
02 MUMBAI 16,000,000 18,000,000 02 BEKASI* 21,000,000 2,700,000
03= DELHI 13,000,000 19,000,000 03 DHAKA 20,000,000 17,000,000
03= CAIRO 13,000,000 19,000,000 04= DELHI 19,000,000 13,000,000
05= MEXICO CITY 12,000,000 19,000,000 04= CAIRO 19,000,000 13,000,000
05= KARACHI 12,000,000 12,000,000 04= MEXICO CITY 19,000,000 12,000,000
07= ISTANBUL 11,000,000 11,000,000 07= MUMBAI 18,000,000 16,000,000
07= LIMA 11,000,000 12,000,000 07= JAKARTA* 18,000,000 8,600,000
07= HO CHI MINH 11,000,000 16,000,000 09 HO CHI MINH 16,000,000 11,000,000
10 SÃO PAULO 10,000,000 15,000,000 10 SÃO PAULO 15,000,000 10,000,000
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: THE FIGURES FOR “CITY + 40KM” FOR BEKASI AND JAKARTA INCLUDE SOME OVERLAP. ADVISORY: “USERS” MAY
115 NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK ACTIVITY FREQUENCY
2021 THE NUMBER OF TIMES A ‘TYPICAL’ USER AGED 18+ PERFORMS EACH ACTIVITY ON FACEBOOK
NUMBER OF POSTS LIKED IN COMMENTS MADE IN FACEBOOK POSTS FACEBOOK ADVERTS

FACEBOOK PAGES THE PAST 30 DAYS THE PAST 30 DAYS SHARED IN THE PAST 30 CLICKED IN THE PAST 30
LIKED (LIFETIME) (ALL POST TYPES) (ALL POST TYPES) DAYS (ALL POST TYPES) DAYS (ANY CLICK TYPE)
1 11 5 1 11
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
1 1 12 10 7 4 1 1 14 9
116 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
JAN FACEBOOK MONTHLY POST LIKES BY AGE AND GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* LIKE A POST ON FACEBOOK
15
14
13
12 12
11 11 11
5 5
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR
117 ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
118
ROMANIA 18
BELGIUM 15
JAN
DENMARK 14
2021
IRELAND 14
ITALY 14
NEW ZEALAND 14
U.K. 14
ARGENTINA 13
AUSTRALIA 13
COLOMBIA 13
EGYPT 13
INDIA 13
ISRAEL 13
NIGERIA 13
PORTUGAL 13
SWEDEN 13
BRAZIL 12
CANADA 12
KENYA 12
MEXICO 12
PHILIPPINES 12
TURKEY 12
U.A.E. 12
AUSTRIA 11
MALAYSIA 11
NETHERLANDS 11
THAILAND 11
U.S.A. 11
WORLDWIDE 11
FACEBOOK MONTHLY POST LIKES
FRANCE 10
INDONESIA 9
MEDIAN NUMBER OF TIMES EACH MONTH THAT FACEBOOK USERS* LIKE A POST ON FACEBOOK
POLAND 9
SOUTH AFRICA 9
SPAIN 9
TAIWAN 9
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
GHANA 8
MOROCCO 8
SAUDI ARABIA 8
SWITZERLAND 8
VIETNAM 8
GERMANY 7
SINGAPORE 7
HONG KONG 6
RUSSIA 4
CHINA 2
JAPAN 2
SOUTH KOREA 2
JAN FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* COMMENT ON A FACEBOOK POST
11
10
9
7
6
5 5 5
4 4 4
3
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
119 ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
120
PHILIPPINES 12
EGYPT 11
JAN
MEXICO 9
2021
NIGERIA 9
THAILAND 9
AUSTRALIA 8
BELGIUM 8
BRAZIL 8
DENMARK 8
NEW ZEALAND 8
ROMANIA 8
SOUTH AFRICA 8
U.S.A. 8
ARGENTINA 7
CANADA 7
ISRAEL 7
ITALY 7
U.K. 7
VIETNAM 7
COLOMBIA 6
KENYA 6
MALAYSIA 6
NETHERLANDS 6
PORTUGAL 6
SWEDEN 6
FRANCE 5
INDONESIA 5
IRELAND 5
U.A.E. 5
FACEBOOK MONTHLY COMMENTS
WORLDWIDE 5
AUSTRIA 4
SAUDI ARABIA 4
GERMANY 3
MEDIAN NUMBER OF TIMES EACH MONTH THAT FACEBOOK USERS* COMMENT ON A FACEBOOK POST
GHANA 3
INDIA 3
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
MOROCCO 3
POLAND 3
SINGAPORE 3
SPAIN 3
SWITZERLAND 3
TAIWAN 3
TURKEY 3
HONG KONG 2
CHINA 1
JAPAN 1
RUSSIA 1
SOUTH KOREA 1
JAN FACEBOOK MONTHLY AD CLICKS BY AGE AND GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* CLICK ON FACEBOOK ADS*
19 19
18
14
13
12
11 11
10
9 9
8
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
121 ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
122
ISRAEL 25
DENMARK 23
JAN
ROMANIA 22
2021
AUSTRALIA 21
ITALY 21
NEW ZEALAND 20
IRELAND 19
MALAYSIA 19
NETHERLANDS 19
PORTUGAL 19
SWEDEN 19
TAIWAN 19
U.K. 19
U.S.A. 19
BELGIUM 18
CANADA 18
POLAND 18
MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.

SINGAPORE 18
SOUTH KOREA 17
THAILAND 17
AUSTRIA 16
BRAZIL 15
HONG KONG 15
MEXICO 15
VIETNAM 15
FRANCE 14
GERMANY 14
SPAIN 14
FACEBOOK MONTHLY AD CLICKS
SWITZERLAND 14
TURKEY 14
ARGENTINA 13
MEDIAN NUMBER OF TIMES EACH MONTH THAT FACEBOOK USERS* CLICK ON FACEBOOK ADS*
COLOMBIA 13
EGYPT 13
U.A.E. 11
WORLDWIDE 11
MOROCCO 10
PHILIPPINES 10
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES
RUSSIA 9
INDONESIA 8
SAUDI ARABIA 8
INDIA 7
GHANA 6
JAPAN 6
SOUTH AFRICA 6
KENYA 5
NIGERIA 5
CHINA 1
JAN SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
2021 EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES
AVERAGE NUMBER OF PHOTO POSTS’ SHARE VIDEO POSTS’ SHARE LINK POSTS’ SHARE STATUS POSTS’ SHARE
PAGE POSTS PER DAY OF TOTAL PAGE POSTS OF TOTAL PAGE POSTS OF TOTAL PAGE POSTS OF TOTAL PAGE POSTS
2.37 35.6% 15.1% 47.2% 2.1%
SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT
123 AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
JAN FACEBOOK POST ENGAGEMENT BENCHMARKS
2021 THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS
! DUE TO CHANGES IN FACEBOOK’S POLICIES, THE DATA ON THIS CHART USE A DIFFERENT METHODOLOGY AND DIFFERENT SOURCE DATA COMPARED TO OUR PREVIOUS REPORTS
AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE
FANS: ALL POST TYPES FANS: PHOTO POSTS FANS: VIDEO POSTS FANS: LINK POSTS FANS: STATUS POSTS
0.11% 0.18% 0.13% 0.05% 0.19%
SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
124 TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
125
NORWAY 0.34%
SWEDEN 0.29%
FINLAND 0.27%
JAN
2021
DENMARK 0.25%
SLOVENIA 0.24%
HONG KONG 0.23%
AUSTRIA 0.23%
SWITZERLAND 0.22%
TAIWAN 0.19%
BELGIUM 0.16%
PHILIPPINES 0.15%
NETHERLANDS 0.15%
CANADA 0.14%
NEW ZEALAND 0.14%
ISRAEL 0.13%
MALAYSIA 0.12%
FRANCE 0.12%
HUNGARY 0.12%
U.K. 0.11%
WORLDWIDE 0.11%
GREECE 0.11%
PERU 0.11%
THAILAND 0.11%
PORTUGAL 0.10%
SLOVAKIA 0.10%
MEXICO 0.09%
TURKEY 0.09%
PAKISTAN 0.09%
IRELAND 0.09%
SOUTH KOREA 0.09%
VIETNAM 0.08%
GHANA 0.08%
ARGENTINA 0.08%
JAPAN 0.08%
LITHUANIA 0.08%
POLAND 0.08%
SPAIN 0.07%
AUSTRALIA 0.07%
CROATIA 0.07%
INDIA 0.07%
SINGAPORE 0.06%
COLOMBIA 0.06%
SOUTH AFRICA 0.06%
GERMANY
SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. NOTE: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
0.05%
TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
INDONESIA 0.05%
WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
NIGERIA 0.05%
SERBIA 0.05%
DOMINICAN REP. 0.04%
U.S.A. 0.04%
AVERAGE OF THE TOTAL ENGAGEMENTS ON EACH FACEBOOK PAGE POST vs. THE NUMBER OF PAGE FANS AT THE TIME OF POSTING
KENYA 0.03%
U.A.E. 0.03%
EGYPT 0.03%
RUSSIA 0.03%
CHILE 0.03%
MOROCCO 0.03%
ROMANIA 0.03%
SAUDI ARABIA 0.02%
FACEBOOK: AVERAGE POST ENGAGEMENTS vs. PAGE FANS
JAN FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE
2021 COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS
AVERAGE FACEBOOK PAGE POST AVERAGE FACEBOOK PAGE POST AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE*: PAGES ENGAGEMENT RATE*: PAGES ENGAGEMENT RATE*: PAGES
WITH FEWER THAN 10,000 FANS WITH 10,000 – 100,000 FANS WITH MORE THAN 100,000 FANS
<10K 10K-100K >100K
0.45% 0.25% 0.08%

SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S REACTIONS,
126 COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN
VARIOUS COUNTRIES AROUND THE WORLD.
JAN MOST POPULAR FACEBOOK PAGES
2021 FACEBOOK PAGES WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2021
# FACEBOOK PAGE FOLLOWERS PAGE LIKES # FACEBOOK PAGE FOLLOWERS PAGE LIKES
01 FACEBOOK APP 211,830,000 211,830,000 11 WILL SMITH 103,770,000 77,350,000
02 SAMSUNG 161,150,000 161,150,000 12 FC BARCELONA 102,740,000 103,250,000
03 CRISTIANO RONALDO 146,290,000 124,410,000 13 VIN DIESEL 103,000,000 96,120,000
04 CGTN 113,270,000 113,200,000 14 LIONEL MESSI 101,810,000 90,930,000
05 REAL MADRID C.F. 110,320,000 110,960,000 15 5-MINUTE CRAFTS 98,790,000 65,400,000
06 SHAKIRA 108,730,000 99,160,000 16 YOUTUBE 98,110,000 86,080,000
07 COCA-COLA 105,770,000 105,770,000 17 RIHANNA 93,460,000 78,880,000
08 TASTY 105,550,000 98,190,000 18 EMINEM 89,090,000 85,950,000
09 CHINA DAILY 103,890,000 102,850,000 19 XINHUA NEWS AGENCY 88,070,000 87,670,000
10 MR. BEAN 104,000,000 86,110,000 20 PEOPLE'S DAILY 86,220,000 86,280,000
127 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED ON FACEBOOK.COM. VALUES HAVE BEEN ROUNDED TO THE NEAREST 10,000.
INSTAGRAM
JAN INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
POTENTIAL AUDIENCE* INSTAGRAM’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT FACEBOOK REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED USING COMPARED TO THE TOTAL IN INSTAGRAM’S THAT INSTAGRAM THAT INSTAGRAM
ADVERTS ON INSTAGRAM POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
1.22 20% +5.4% 50.8% 49.2%

BILLION +63 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
JAN PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE
2021 SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
16.9%
16.1%
15.3%
14.5%
8.9%
7.1%
4.7%
3.7% 3.6% 3.4%
2.3%
1.5% 1.2% 0.9%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA
130 FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE
SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN ANNUAL CHANGE IN INSTAGRAM ADVERTISING REACH
2021 YEAR-ON-YEAR CHANGE IN INSTAGRAM’S ADVERTISING REACH BY AGE GROUP AND GENDER*
+63.6%
+60.7%
+58.6%
+50.0% +48.6%
+47.4%
+40.0%
+38.5% +38.1%
+31.3% +32.5%
+29.4%
+26.7%
+25.0%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA
131 FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE
JAN INSTAGRAM REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
01= INDIA 140,000,000 +16.7% 11 ITALY 25,000,000 +4.2%
01= U.S.A. 140,000,000 0% 12 FRANCE 24,000,000 +9.1%
03 BRAZIL 99,000,000 +4.2% 13= ARGENTINA 21,000,000 +5.0%
04 INDONESIA 85,000,000 +9.0% 13= SPAIN 21,000,000 +5.0%
05 RUSSIA 56,000,000 +3.7% 15= COLOMBIA 16,000,000 +6.7%
06 TURKEY 46,000,000 +4.5% 15= SOUTH KOREA 16,000,000 0%
07 JAPAN 38,000,000 +2.7% 15= THAILAND 16,000,000 +6.7%
08 MEXICO 32,000,000 +3.2% 18= CANADA 15,000,000 0%
09 U.K. 31,000,000 +10.7% 18= PHILIPPINES 15,000,000 +7.1%
10 GERMANY 26,000,000 +4.0% 18= SAUDI ARABIA 15,000,000 0%
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH
132 POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
133
TURKEY 68.4%
SWEDEN 66.5%
JAN
ARGENTINA 58.7%
2021
BRAZIL 56.4%
ISRAEL 56.2%
SAUDI ARABIA 54.6%
U.A.E. 54.4%
IRELAND 54.0%
MALAYSIA 54.0%
U.K. 53.8%
PORTUGAL 53.0%
AUSTRALIA 51.6%
NETHERLANDS 51.2%
SPAIN 51.1%
U.S.A. 50.1%
DENMARK 50.0%
NEW ZEALAND 49.6%
SINGAPORE 47.7%
ITALY 46.5%
CANADA 45.8%
RUSSIA 45.8%
BELGIUM 45.4%
SWITZERLAND 45.1%
FRANCE 43.3%
HONG KONG 42.0%
TAIWAN 42.0%
INDONESIA 39.9%
(ACCESSED JAN 2021). *ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
COLOMBIA 38.7%
AUSTRIA 38.0%
GERMANY 35.3%
SOUTH KOREA 34.9%
JAPAN 33.7%
MEXICO 31.7%
ROMANIA 30.0%
POLAND 28.0%
THAILAND 26.6%
THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON INSTAGRAM COMPARED TO THE POPULATION AGED 13+
MOROCCO 26.0%
ELIGIBLE AUDIENCE REACH RATE: INSTAGRAM
WORLDWIDE 20.0%
EGYPT 19.4%
PHILIPPINES 18.3%
INDIA 13.0%
VIETNAM 12.2%
SOUTH AFRICA 12.1%
GHANA 9.5%
NIGERIA 6.6%
KENYA 6.4%
JAN ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
01 KAZAKHSTAN 78.7% 11,000,000 +10.0% 11 BAHRAIN 61.5% 890,000 +1.1%
02 BRUNEI 70.5% 250,000 0% 12 CHILE 60.6% 9,700,000 +2.1%
03 TURKEY 68.4% 46,000,000 +4.5% 13 PANAMA 59.7% 2,000,000 +5.3%
04 ICELAND 66.5% 190,000 0% 14 URUGUAY 59.3% 1,700,000 +6.3%
05 SWEDEN 66.5% 5,700,000 +5.6% 15 ARUBA 59.2% 54,000 +1.9%
06 KUWAIT 65.7% 2,300,000 0% 16 ARGENTINA 58.7% 21,000,000 +5.0%
07 CYPRUS 64.5% 670,000 +8.1% 17 NORWAY 58.2% 2,700,000 +3.8%
08 CAYMAN IS. 64.3% 36,000 0% 18 KYRGYZSTAN 58.0% 2,700,000 +3.8%
09 MALTA 62.1% 240,000 +26.3% 19 BARBADOS 56.7% 140,000 +7.7%
10 GUAM 61.7% 83,000 -1.2% 20 MONTENEGRO 56.5% 300,000 0%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS
134 BUREAU (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
2021 AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
AVERAGE MONTHLY AVERAGE NUMBER PHOTO POSTS AS VIDEO POSTS AS CAROUSEL POSTS AS
GROWTH IN OF MAIN FEED A PERCENTAGE OF A PERCENTAGE OF A PERCENTAGE OF
ACCOUNT FOLLOWERS POSTS PER DAY ALL MAIN FEED POSTS ALL MAIN FEED POSTS ALL MAIN FEED POSTS
+1.68% 1.56 64.9% 17.8% 17.3%
SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS.
135 VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
JAN INSTAGRAM ENGAGEMENT BENCHMARKS
2021 AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
AVERAGE AVERAGE AVERAGE AVERAGE

ENGAGEMENT RATE ENGAGEMENT RATE ENGAGEMENT RATE ENGAGEMENT RATE
FOR ALL POST TYPES FOR PHOTO POSTS FOR VIDEO POSTS FOR CAROUSEL POSTS
0.85% 0.88% 0.55% 1.05%
SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
136 ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT
ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE.
JAN INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS
2021 COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT AVERAGE INSTAGRAM ENGAGEMENT AVERAGE INSTAGRAM ENGAGEMENT

RATE*: BUSINESS ACCOUNTS WITH RATE*: BUSINESS ACCOUNTS WITH RATE*: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS 10,000 – 100,000 FOLLOWERS MORE THAN 100,000 FOLLOWERS
<10K 10K-100K >100K
1.29% 1.00% 0.73%

SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
137 ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A
VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES.
JAN MOST POPULAR INSTAGRAM ACCOUNTS
2021 INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2021
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
01 INSTAGRAM @INSTAGRAM 383,220,000 11 NATIONAL GEOGRAPHIC @NATGEO 149,100,000
02 CRISTIANO RONALDO @CRISTIANO 252,240,000 12 KENDALL JENNER @KENDALLJENNER 146,890,000
03 ARIANA GRANDE @ARIANAGRANDE 214,920,000 13 NEYMAR @NEYMARJR 144,860,000
04 DWAYNE JOHNSON @THEROCK 210,470,000 14 TAYLOR SWIFT @TAYLORSWIFT 143,930,000
05 KYLIE JENNER @KYLIEJENNER 208,250,000 15 JENNIFER LOPEZ @JLO 137,410,000
06 SELENA GOMEZ @SELENAGOMEZ 201,670,000 16 NIKE @NIKE 127,490,000
07 KIM KARDASHIAN @KIMKARDASHIAN 198,280,000 17 NICKI MINAJ @NICKIMINAJ 126,400,000
08 LIONEL MESSI @LEOMESSI 175,800,000 18 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 126,370,000
09 BEYONCÉ @BEYONCE 160,030,000 19 MILEY CYRUS @MILEYCYRUS 119,700,000
10 JUSTIN BIEBER @JUSTINBIEBER 157,000,000 20 KATY PERRY @KATYPERRY 110,310,000
138 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED ON INSTAGRAM.COM. VALUES HAVE BEEN ROUNDED TO THE NEAREST 10,000.
JAN MOST FREQUENTLY USED HASHTAGS ON INSTAGRAM
2021 HASHTAGS THAT HAVE BEEN USED ON THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL-TIME)
# HASHTAG № OF POSTS # HASHTAG № OF POSTS # HASHTAG № OF POSTS
01 #LOVE 2,000,000,000 11 #CUTE 606,000,000 21 #SUMMER 486,000,000
02 #INSTAGOOD 1,276,000,000 12 #NATURE 592,000,000 22 #SELFIE 440,000,000
03 #FASHION 908,000,000 13 #INSTAGRAM 586,000,000 23 #ME 438,000,000
04 #PHOTOOFTHEDAY 879,000,000 14 #TBT 559,000,000 24 #FITNESS 429,000,000
05 #ART 746,000,000 15 #FOLLOWME 557,000,000 25 #BEAUTY 426,000,000
06 #BEAUTIFUL 714,000,000 16 #TRAVEL 539,000,000 26 #FOOD 425,000,000
07 #PHOTOGRAPHY 693,000,000 17 #LIKE4LIKE 528,000,000 27 #GIRL 417,000,000
08 #PICOFTHEDAY 623,000,000 18 #STYLE 524,000,000 28 #FRIENDS 413,000,000
09 #FOLLOW 617,000,000 19 #REPOST 509,000,000 29 #FUN 407,000,000
10 #HAPPY 615,000,000 20 #INSTADAILY 491,000,000 30 #INSTALIKE 405,000,000
139 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON VALUES PUBLISHED ON INSTAGRAM.COM. VALUES HAVE BEEN ROUNDED TO THE NEAREST MILLION.
YOUTUBE
JAN YOUTUBE OVERVIEW
2021 ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD
NUMBER OF USERS TOTAL NUMBER OF SHARE OF TOTAL YOUTUBE’S FEMALE YOUTUBE’S MALE
THAT VISIT YOUTUBE HOURS OF VIDEO YOUTUBE WATCH TIME AD AUDIENCE AS A AD AUDIENCE AS A
WHILE LOGGED IN WATCHED ON THAT TAKES PLACE PERCENTAGE OF ITS TOTAL PERCENTAGE OF ITS TOTAL
EACH MONTH YOUTUBE EACH DAY ON MOBILE DEVICES ADVERTISING AUDIENCE* ADVERTISING AUDIENCE*
2 1 70% 45.8% 54.2%

BILLION BILLION
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN YOUTUBE’S MARKETING MATERIALS AND GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: VALUES BASED ON
141 DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT
REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
JAN PROFILE OF YOUTUBE’S ADVERTISING AUDIENCE
2021 SHARE OF YOUTUBE’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
12.1%
9.1% 9.2%
8.7%
7.8%
6.3% 6.3%
5.9%
4.3% 4.2% 4.0% 3.7%
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: KEPIOS ANALYSIS (JAN 2021) BASED ON DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL AUDIENCE, NOT JUST
142 AUDIENCES AGED 18+, SO WILL NOT SUM TO 100%. BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’. *ADVISORY: DATA SHOWN HERE REPRESENT YOUTUBE’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.
JAN YOUTUBE REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
# COUNTRY / TERRITORY REACH % 18+ # COUNTRY / TERRITORY REACH % 18+
01 INDIA 448,000,000 36.4% 11 U.K. 53,000,000 84.0%
02 U.S.A. 240,000,000 78.8% 12 TURKEY 50,600,000 64.9%
03 BRAZIL 127,000,000 64.7% 13 FRANCE 49,600,000 84.0%
04 INDONESIA 107,000,000 42.6% 14 SOUTH KOREA 43,100,000 86.4%
05 RUSSIA 99,000,000 74.1% 15 EGYPT 40,500,000 48.0%
06 JAPAN 93,800,000 79.0% 16 ITALY 39,300,000 66.9%
07 MEXICO 74,100,000 63.4% 17 SPAIN 37,400,000 84.8%
08 GERMANY 66,000,000 82.5% 18 THAILAND 37,300,000 54.3%
09 VIETNAM 55,700,000 61.6% 19 PAKISTAN 36,100,000 21.4%
10 PHILIPPINES 54,200,000 59.7% 20 CANADA 32,200,000 89.9%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
143 (ACCESSED JAN 2021). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.
144
ISRAEL 92.7%
NETHERLANDS 92.5%
JAN
U.A.E. 92.1%
2021
DENMARK 90.2%
SWEDEN 90.1%
CANADA 89.9%
NEW ZEALAND 89.4%
SAUDI ARABIA 89.2%
HONG KONG 88.3%
SWITZERLAND 87.8%
AUSTRALIA 87.1%
SOUTH KOREA 86.4%
IRELAND 85.1%
AUSTRIA 84.9%
SPAIN 84.8%
FRANCE 84.0%
U.K. 84.0%
(ACCESSED JAN 2021). *ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
SINGAPORE 83.7%
TAIWAN 83.4%
GERMANY 82.5%
MALAYSIA 81.7%
BELGIUM 81.6%
JAPAN 79.0%
U.S.A. 78.8%
ARGENTINA 75.6%
RUSSIA 74.1%
POLAND 72.9%
PORTUGAL 71.2%
ITALY 66.9%
TURKEY 64.9%
BRAZIL 64.7%
ROMANIA 64.3%
ADULT AUDIENCE REACH RATE: YOUTUBE
MEXICO 63.4%
COLOMBIA 63.1%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
VIETNAM 61.6%
PHILIPPINES 59.7%
THE NUMBER OF USERS AGED 18+ THAT ADVERTISERS CAN REACH ON YOUTUBE COMPARED TO THE POPULATION AGED 18+
MOROCCO 57.3%
THAILAND 54.3%
SOUTH AFRICA 51.9%
EGYPT 48.0%
INDONESIA 42.6%
INDIA 36.4%
NIGERIA 25.7%
KENYA 21.3%
JAN TOP YOUTUBE SEARCH QUERIES
2021 USERS’ TOP SEARCH QUERIES ON YOUTUBE AROUND THE WORLD IN 2020
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 SONG 100 11 BTS 11
02 SONGS 40 12 TIKTOK 10
03 DJ 24 13 FORTNITE 9
04 MUSIC 17 14 ASMR 8
05 TIK TOK 15 15 DJ SONG 7
06 KARAOKE 15 16 CANCIONES 6
07 NEW SONG 14 17 เพลง 6
08 MINECRAFT 13 18 MÚSICA 6
09 CARTOON 12 19 HINDI SONG 5
10 FREE FIRE 12 20 ‫اغاني‬ 5
145 SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021).

JAN MOST-VIEWED YOUTUBE VIDEOS OF ALL TIME
2021 BASED ON THE TOTAL NUMBER OF ALL-TIME GLOBAL VIEWS UP TO JANUARY 2021
# VIDEO VIDEO VIEWS LIKES DISLIKES
01 PINKFONG KIDS’ SONGS & STORIES – BABY SHARK DANCE 7,619,000,000 24,000,000 10,000,000
02 LUIS FONSI FEATURING DADDY YANKEE – DESPACITO 7,148,000,000 42,000,000 4,800,000
03 ED SHEERAN – SHAPE OF YOU 5,139,000,000 25,000,000 1,300,000
04 WIZ KHALIFA FEATURING CHARLIE PUTH – SEE YOU AGAIN 4,904,000,000 31,000,000 936,000
05 LOOLOO KIDS – JOHNY JOHNY YES PAPA 4,537,000,000 12,000,000 8,400,000
06 GET MOVIES – MASHA AND THE BEAR – RECIPE FOR DISASTER 4,393,000,000 7,400,000 4,000,000
07 MARK RONSON FEATURING BRUNO MARS – UPTOWN FUNK 4,060,000,000 15,000,000 921,000
08 PSY – GANGNAM STYLE 3,923,000,000 20,000,000 2,600,000
09 MIROSHKA TV – LEARNING COLORS – COLORFUL EGGS ON A FARM 3,659,000,000 10,000,000 6,900,000
10 COCOMELON – NURSERY RHYMES – BATH SONG 3,497,000,000 8,300,000 5,700,000
146 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED ON YOUTUBE.COM. VIDEO VIEW VALUES HAVE BEEN ROUNDED TO THE NEAREST MILLION.
JAN MOST POPULAR YOUTUBE ACCOUNTS
2021 YOUTUBE ACCOUNTS WITH THE GREATEST NUMBER OF SUBSCRIBERS IN JANUARY 2021
# ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS # ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS
01 T-SERIES 167,000,000 138,420,000,000 11 VLAD AND NIKITA 60,800,000 41,158,000,000
02 PEWDIEPIE 108,000,000 26,774,000,000 12 JUSTIN BIEBER 60,100,000 23,452,000,000
03 COCOMELON 102,000,000 89,174,000,000 13 BLACKPINK 55,400,000 15,029,000,000
04 SET INDIA 92,600,000 75,203,000,000 14 ZEE TV 55,000,000 57,056,000,000
05 ✿ KIDS DIANA SHOW 72,300,000 48,618,000,000 15 DUDE PERFECT 54,700,000 12,232,000,000
06 WWE 71,500,000 53,318,000,000 16 CHUCHU TV 54,700,000 37,069,000,000
07 5-MINUTE CRAFTS 70,400,000 19,240,000,000 17 MARSHMELLO 50,700,000 10,800,000,000
08 ZEE MUSIC COMPANY 67,100,000 33,085,000,000 18 MRBEAST 50,200,000 8,548,000,000
09 LIKE NASTYA 66,900,000 49,685,000,000 19 BIG HIT LABELS 49,900,000 13,883,000,000
10 CANAL KONDZILLA 62,600,000 33,214,000,000 20 MOVIECLIPS 48,300,000 46,465,000,000
147 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED ON YOUTUBE.COM. TOTAL VIEWS HAVE BEEN ROUNDED TO THE NEAREST MILLION.
FACEBOOK MESSENGER
JAN FACEBOOK MESSENGER: AD AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MESSENGER
POTENTIAL AUDIENCE* MESSENGER’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT FACEBOOK REPORTS ADVERTISING AUDIENCE QUARTER CHANGE IN MESSENGER’S AD MESSENGER’S AD
CAN BE REACHED USING COMPARED TO THE TOTAL FACEBOOK MESSENGER’S AUDIENCE THAT FACEBOOK AUDIENCE THAT FACEBOOK
ADVERTS ON MESSENGER POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
1.05 17% -0.6% 43.8% 56.2%

BILLION -6 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
JAN PROFILE OF FACEBOOK MESSENGER’S AD AUDIENCE
2021 SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER*
19.9%
14.2%
13.3%
10.4%
9.5%
8.1%
5.1% 5.1%
2.9% 3.0% 2.6%
2.4%
1.7% 1.6%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
150 OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK MESSENGER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE
JAN FACEBOOK MESSENGER REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
# COUNTRY / TERRITORY REACH % 13+ # COUNTRY / TERRITORY REACH % 13+
01 INDIA 140,000,000 13.0% 11 COLOMBIA 22,000,000 53.2%
02 BRAZIL 77,000,000 43.9% 12 TURKEY 21,000,000 31.2%
03 MEXICO 66,000,000 65.5% 13 ITALY 20,000,000 37.2%
04 VIETNAM 53,000,000 68.1% 14= GERMANY 17,000,000 23.1%
05 PHILIPPINES 45,000,000 55.0% 14= IRAQ 17,000,000 62.5%
06 THAILAND 37,000,000 61.6% 14= MYANMAR 17,000,000 39.8%
07 EGYPT 33,000,000 45.8% 14= POLAND 17,000,000 51.8%
08 INDONESIA 31,000,000 14.5% 18 ARGENTINA 16,000,000 44.7%
09 U.K. 30,000,000 52.1% 19= ALGERIA 14,000,000 43.7%
10 BANGLADESH 25,000,000 19.6% 19= MALAYSIA 14,000,000 54.0%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
151 AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
152
NEW ZEALAND 69.4%
VIETNAM 68.1%
JAN
DENMARK 66.1%
2021
MEXICO 65.5%
U.A.E. 62.5%
SWEDEN 61.8%
THAILAND 61.6%
TAIWAN 56.6%
BELGIUM 56.5%
PORTUGAL 56.3%
PHILIPPINES 55.0%
MALAYSIA 54.0%
COLOMBIA 53.2%
ROMANIA 52.3%
U.K. 52.1%
POLAND 51.8%
IRELAND 51.5%
ISRAEL 48.6%
EGYPT 45.8%
SINGAPORE 45.7%
ARGENTINA 44.7%
BRAZIL 43.9%
HONG KONG 40.5%
ITALY 37.2%
NETHERLANDS 34.3%
SAUDI ARABIA 33.5%
MOROCCO 32.0%
(ACCESSED JAN 2021). ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
TURKEY 31.2%
SWITZERLAND 30.5%
AUSTRIA 27.9%
SPAIN 26.8%
GERMANY 23.1%
WORLDWIDE 17.3%
INDONESIA 14.5%
SOUTH KOREA 13.3%
INDIA 13.0%
SOUTH AFRICA 12.5%

JAPAN 6.4%
KENYA 5.0%
THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON FACEBOOK MESSENGER COMPARED TO THE POPULATION AGED 13+
GHANA 4.0%
RUSSIA 3.2%
NIGERIA 3.1%
U.S.A. 2.4%
FRANCE 2.3%
AUSTRALIA 2.0%
ELIGIBLE AUDIENCE REACH RATE: FACEBOOK MESSENGER
CANADA 1.9%
LINKEDIN
JAN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
POTENTIAL AUDIENCE* LINKEDIN’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT LINKEDIN REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL IN LINKEDIN’S THAT LINKEDIN THAT LINKEDIN
ADVERTS ON LINKEDIN POPULATION AGED 18+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
727.6 13% +0.1% 43.1% 56.9%

MILLION +810 THOUSAND
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART ARE NOT
154 COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES
HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
JAN PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE
2021 SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
34.3%
25.8%
10.8% 10.3%
8.4%
7.2%
1.1% 2.1%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
18 – 24 25 – 34 35 – 54 55+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
155 *ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
 COMPARABILITY ADVISORY: BASE CHANGES.
JAN LINKEDIN REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
01 U.S.A. 170,000,000 0% 11 SPAIN 14,000,000 +7.7%
02 INDIA 71,000,000 +1.4% 12= AUSTRALIA 12,000,000 0%
03 CHINA 50,000,000 -16.7% 12= GERMANY 12,000,000 +9.1%
04 BRAZIL 45,000,000 0% 14 TURKEY 9,800,000 +3.2%
05 U.K. 30,000,000 +3.4% 15 PHILIPPINES 9,600,000 +4.3%
06 FRANCE 21,000,000 0% 16 NETHERLANDS 9,100,000 +2.2%
07 CANADA 18,000,000 0% 17 COLOMBIA 9,000,000 +1.1%
08 INDONESIA 17,000,000 0% 18 ARGENTINA 8,400,000 +2.4%
09 MEXICO 16,000,000 +6.7% 19 SOUTH AFRICA 8,300,000 +2.5%
10 ITALY 15,000,000 +7.1% 20 RUSSIA* 7,000,000 0%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
156 AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MONTHLY ACTIVE USERS. ACCESS TO LINKEDIN IS BLOCKED FOR MANY USERS IN RUSSIA, SO
THE REACH FIGURE SHOWN HERE MAY NOT ACCURATELY REFLECT THE CURRENT ADDRESSABLE AUDIENCE IN THE RUSSIAN FEDERATION.  COMPARABILITY ADVISORY: BASE CHANGES.
157
U.S.A. 65.8%
NETHERLANDS 65.6%
JAN
IRELAND 61.5%
2021
AUSTRALIA 60.7%
SINGAPORE 60.0%
NEW ZEALAND 59.1%
CANADA 58.5%
U.A.E. 58.3%
DENMARK 58.0%
U.K. 55.8%
SWEDEN 49.9%
SWITZERLAND 44.9%
BELGIUM 44.3%
PORTUGAL 40.9%
FRANCE 40.8%
SPAIN 36.2%
HONG KONG 34.4%
ISRAEL 32.3%
ITALY 29.5%
BRAZIL 28.1%
ARGENTINA 26.1%
MALAYSIA 24.8%
COLOMBIA 24.1%
AUSTRIA 21.5%
SOUTH AFRICA 21.0%
SAUDI ARABIA 20.0%
ROMANIA 19.2%
MEXICO 17.9%
GERMANY 17.2%
TURKEY 16.2%
PHILIPPINES 13.5%
WORLDWIDE 13.3%
POLAND 13.2%
(ACCESSED JAN 2021). ADVISORY: “MEMBERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
TAIWAN 12.4%
MOROCCO 11.8%
ELIGIBLE AUDIENCE REACH RATE: LINKEDIN
GHANA 9.0%
INDONESIA 8.9%
THE NUMBER OF MEMBERS THAT ADVERTISERS CAN REACH ON LINKEDIN COMPARED TO THE POPULATION AGED 18+
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU
EGYPT 8.4%
KENYA 8.4%
INDIA 7.5%
SOUTH KOREA 6.7%
RUSSIA 6.1%
THAILAND 5.7%
NIGERIA 5.5%
VIETNAM 5.2%
CHINA 4.4%
JAPAN 2.6%
JAN ELIGIBLE AUDIENCE REACH RATE RANKING: LINKEDIN
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCE COMPARED TO POPULATION AGED 18+
01 AMERICAN SAMOA 103.0%* 38,000 0% 11 ARUBA 60.6% 51,000 -1.9%
02 BERMUDA 100.6%* 50,000 +2.0% 12 MALTA 60.0% 220,000 0%
03 ICELAND 91.2% 240,000 0% 13 SINGAPORE 60.0% 3,000,000 +3.4%
04 CAYMAN IS. 84.3% 44,000 +2.3% 14 NEW ZEALAND 59.1% 2,200,000 0%
05 ANDORRA 80.3% 52,000 0% 15 CANADA 58.5% 18,000,000 0%
06 U.S. VIRGIN IS. 73.5% 59,000 +3.5% 16 U.A.E. 58.3% 4,800,000 +2.1%
07 U.S.A. 65.8% 170,000,000 0% 17 DENMARK 58.0% 2,700,000 0%
08 NETHERLANDS 65.6% 9,100,000 +2.2% 18 LUXEMBOURG 56.6% 290,000 +3.6%
09 IRELAND 61.5% 2,300,000 0% 19 U.K. 55.8% 30,000,000 +3.4%
10 AUSTRALIA 60.7% 12,000,000 0% 20 CURAÇAO 55.4% 71,000 0%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
158 (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MONTHLY ACTIVE USERS. “% 18+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.
SNAPCHAT
JAN SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT
POTENTIAL AUDIENCE* SNAPCHAT’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT SNAP REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL IN SNAPCHAT’S THAT SNAPCHAT THAT SNAPCHAT
ADVERTS ON SNAPCHAT POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
498.2 8.2% +15% 57.4% 40.9%

MILLION +65 MILLION
SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: SNAP’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
160 OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT FIGURES FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
JAN PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE
2021 SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
12.6%
11.8% 12.1%
9.2% 9.3% 9.5%

8.9%
8.0% 8.1%
4.9%
2.7%
1.3%
13 – 17 18 – 20 21 – 24 25 – 34 35 – 49 50+
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’
161 OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%.
*ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
JAN QUARTERLY CHANGE IN SNAPCHAT ADVERTISING REACH
2021 QUARTER-ON-QUARTER CHANGE IN SNAPCHAT’S ADVERTISING REACH BY AGE GROUP AND GENDER*
+33.3%
+23.3%
+22.5%
+20.9%
+19.8% +19.8%
+17.0%
+14.8%
+10.7% +11.4% +11.4%

+8.9%
13 – 17 18 – 20 21 – 24 25 – 34 35 – 49 50+
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR
162 ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL ACTIVE USERS.
 COMPARABILITY ADVISORY: BASE CHANGES.
JAN SNAPCHAT REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
01 U.S.A. 108,000,000 +6.0% 11= PAKISTAN 11,100,000 +35.4%
02 INDIA 74,350,000 +49.3% 11= TURKEY 11,100,000 +14.4%
03 FRANCE 24,500,000 +10.6% 13 EGYPT 10,700,000 +20.2%
04 U.K. 21,100,000 +10.2% 14 CANADA 10,400,000 +10.6%
05 SAUDI ARABIA 19,600,000 +9.5% 15 RUSSIA 8,600,000 +5.5%
06 MEXICO 17,950,000 +14.3% 16 AUSTRALIA 7,550,000 +11.0%
07 GERMANY 15,350,000 +12.9% 17 INDONESIA 7,250,000 -16.2%
08 PHILIPPINES 12,750,000 +18.6% 18 NIGERIA 6,650,000 +27.9%
09 BRAZIL 11,950,000 +6.7% 19 COLOMBIA 6,050,000 +14.2%
10 IRAQ 11,250,000 +17.2% 20 NETHERLANDS 5,800,000 +11.5%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT
163 LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
164
SAUDI ARABIA 71.4%
DENMARK 51.0%
JAN
IRELAND 47.8%
2021
SWEDEN 47.8%
FRANCE 44.2%
NETHERLANDS 39.0%
U.S.A. 38.6%
U.K. 36.6%
NEW ZEALAND 36.0%
AUSTRALIA 35.4%
BELGIUM 32.8%
CANADA 31.8%
U.A.E. 31.3%
SWITZERLAND 25.8%
ISRAEL 23.5%
AUSTRIA 22.2%
GERMANY 20.8%
MOROCCO 17.9%
MEXICO 17.8%
TURKEY 16.5%
PHILIPPINES 15.6%
SINGAPORE 15.2%
POLAND 14.9%
EGYPT 14.9%
(ACCESSED JAN 2021). ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
COLOMBIA 14.6%
ROMANIA 14.1%
PORTUGAL 12.1%
SOUTH AFRICA 10.7%
SPAIN 10.0%
WORLDWIDE 8.2%
HONG KONG 7.9%
MALAYSIA 7.7%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON SNAPCHAT COMPARED TO THE POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE: SNAPCHAT
ARGENTINA 7.7%
RUSSIA 7.0%
INDIA 6.9%
BRAZIL 6.8%
ITALY 6.5%
NIGERIA 5.2%
KENYA 3.5%
INDONESIA 3.4%
JAPAN 1.4%
THAILAND 0.6%
JAN ELIGIBLE AUDIENCE REACH RATE RANKING: SNAPCHAT
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
01 SAUDI ARABIA 71.4% 19,600,000 +9.5% 11 NETHERLANDS 39.0% 5,800,000 +11.5%
02 NORWAY 71.2% 3,300,000 +6.5% 12 U.S.A. 38.6% 108,000,000 +6.0%
03 LUXEMBOURG 64.7% 352,500 0% 13 JORDAN 37.4% 2,750,000 +12.2%
04 KUWAIT 57.1% 2,000,000 +14.3% 14 U.K. 36.6% 21,100,000 +10.2%
05 DENMARK 51.0% 2,550,000 +8.5% 15 NEW ZEALAND 36.0% 1,450,000 +7.4%
06 IRELAND 47.8% 1,950,000 +11.4% 16 AUSTRALIA 35.4% 7,550,000 +11.0%
07 SWEDEN 47.8% 4,100,000 +9.3% 17 OMAN 34.0% 1,400,000 +12.0%
08 FRANCE 44.2% 24,500,000 +10.6% 18 BELGIUM 32.8% 3,250,000 +10.2%
09 IRAQ 41.4% 11,250,000 +17.2% 19 PALESTINE 32.1% 1,100,000 +10.6%
10 BAHRAIN 40.4% 585,000 +5.4% 20 CANADA 31.8% 10,400,000 +10.6%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
165 (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
TWITTER
JAN TWITTER: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
POTENTIAL AUDIENCE* TWITTER’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT TWITTER REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL IN TWITTER’S THAT TWITTER THAT TWITTER
ADVERTS ON TWITTER POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
353.1 5.8% +0.1% 31.5% 68.5%

MILLION +387 THOUSAND
SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
167 GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS,
OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
JAN PROFILE OF TWITTER’S ADVERTISING AUDIENCE
2021 SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
19.6%
18.7%
15.3%
9.9%
8.8%
7.9% 7.6%
5.7%
4.4%
2.1%
13 –17 18 – 24 25 – 34 35 – 49 50+
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP.
168 NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY
NOT CORRELATE WITH ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
JAN TWITTER REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
01 U.S.A. 69,300,000 +0.9% 11 PHILIPPINES 7,850,000 +0.6%
02 JAPAN 50,900,000 -1.9% 12 SPAIN 7,500,000 +0.7%
03 INDIA 17,500,000 -7.4% 13 THAILAND 7,350,000 0%
04 U.K. 16,450,000 -1.2% 14 CANADA 6,450,000 +3.2%
05 BRAZIL 16,200,000 -2.7% 15 GERMANY 5,800,000 +6.4%
06 INDONESIA 14,050,000 +6.4% 16 SOUTH KOREA 5,150,000 -1.0%
07 TURKEY 13,600,000 +1.1% 17 ARGENTINA 5,000,000 -3.8%
08 SAUDI ARABIA 12,450,000 +0.8% 18 EGYPT 3,700,000 0%
09 MEXICO 11,000,000 +3.3% 19= COLOMBIA 3,350,000 -2.9%
10 FRANCE 8,000,000 +1.3% 19= MALAYSIA 3,350,000 +6.3%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
INDIVIDUALS.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
170
SAUDI ARABIA 45.3%
JAPAN 45.1%
JAN
SINGAPORE 33.4%
2021
U.K. 28.6%
IRELAND 26.9%
U.S.A. 24.8%
NETHERLANDS 21.2%
U.A.E. 20.8%
HONG KONG 20.2%
TURKEY 20.2%
CANADA 19.7%
SPAIN 18.3%
SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.

FRANCE 14.4%
ARGENTINA 14.0%
AUSTRALIA 13.6%
SWEDEN 13.4%
MALAYSIA 12.9%
THAILAND 12.2%
PORTUGAL 12.1%
SOUTH KOREA 11.2%
MEXICO 10.9%
NEW ZEALAND 10.4%
BELGIUM 10.3%
DENMARK 10.0%
SWITZERLAND 9.9%
PHILIPPINES 9.6%
BRAZIL 9.2%
TAIWAN 8.5%
COLOMBIA 8.1%
GERMANY 7.9%
ISRAEL 7.6%
INDONESIA 6.6%
AUSTRIA 6.4%
WORLDWIDE 5.8%
ELIGIBLE AUDIENCE REACH RATE: TWITTER
THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON TWITTER COMPARED TO THE POPULATION AGED 13+
ITALY 5.2%
SOUTH AFRICA 5.1%

(ACCESSED JAN 2021). ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-
EGYPT 5.1%
POLAND 4.1%
ROMANIA 4.0%
GHANA 3.3%
KENYA 3.0%
NIGERIA 2.4%
RUSSIA 1.9%
MOROCCO 1.7%
INDIA 1.6%
VIETNAM 1.6%
JAN ELIGIBLE AUDIENCE REACH RATE RANKING: TWITTER
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST TWITTER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
01 SAUDI ARABIA 45.3% 12,450,000 +0.8% 11 SEYCHELLES 24.5% 19,150 +183.7%
02 JAPAN 45.1% 50,900,000 -1.9% 12 ISLE OF MAN 23.4% 17,150 -8.5%
03 KUWAIT 35.7% 1,250,000 -7.4% 13 BERMUDA 22.5% 12,000 +7.6%
04 SINGAPORE 33.4% 1,750,000 +6.1% 14 BAHRAIN 22.4% 324,000 -2.4%
05 U.K. 28.6% 16,450,000 -1.2% 15 ICELAND 21.7% 62,000 0%
06 GUERNSEY 28.2% 15,550 +22.0% 16 NETHERLANDS 21.2% 3,150,000 +1.6%
07 IRELAND 26.9% 1,095,700 +0.0% 17 U.S. VIRGIN IS. 21.0% 18,350 +119.8%
08 ARUBA 26.3% 24,000 +88.2% 18 U.A.E. 20.8% 1,800,000 +5.9%
09 LUXEMBOURG 25.1% 136,750 +3.3% 19 ANTIGUA & BARBUDA 20.5% 16,350 +63.5%
10 U.S.A. 24.8% 69,300,000 +0.9% 20 HONG KONG 20.2% 1,350,000 -6.9%
INDIVIDUALS.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
JAN MOST POPULAR TWITTER ACCOUNTS
2021 TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2021
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
01 BARACK OBAMA @BARACKOBAMA 127,770,000 11 YOUTUBE @YOUTUBE 72,740,000
02 JUSTIN BIEBER @JUSTINBIEBER 113,640,000 12 KIM KARDASHIAN @KIMKARDASHIAN 68,450,000
03 KATY PERRY @KATYPERRY 109,150,000 13 NARENDRA MODI @NARENDRAMODI 64,670,000
04 RIHANNA @RIHANNA 100,350,000 14 JUSTIN TIMBERLAKE @JTIMBERLAKE 64,210,000
05 CRISTIANO RONALDO @CRISTIANO 90,280,000 15 SELENA GOMEZ @SELENAGOMEZ 64,050,000
06 DONALD TRUMP @REALDONALDTRUMP 88,750,000 16 CNN BREAKING NEWS @CNNBRK 60,160,000
07 TAYLOR SWIFT @TAYLORSWIFT13 88,000,000 17 TWITTER @TWITTER 58,850,000
08 LADY GAGA @LADYGAGA 83,200,000 18 BRITNEY SPEARS @BRITNEYSPEARS 55,910,000
09 ARIANA GRANDE @ARIANAGRANDE 80,780,000 19 DEMI LOVATO @DDLOVATO 55,410,000
10 ELLEN DEGENERES @THEELLENSHOW 79,390,000 20 BILL GATES @BILLGATES 53,070,000
172 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED ON TWITTER.COM. VALUES HAVE BEEN ROUNDED TO THE NEAREST 10,000.
JAN MOST FREQUENTLY USED EMOJI ON TWITTER
2021 EMOJI THAT HAVE BEEN USED IN THE GREATEST NUMBER OF TWEETS ON TWITTER
# EMOJI TIMES USED # EMOJI TIMES USED # EMOJI TIMES USED # EMOJI TIMES USED
01 3,128,000,000 11 493,000,000 21 315,000,000 31 239,000,000
02 1,564,000,000 12 472,000,000 22 296,000,000 32 235,000,000
03 1,117,000,000 13 430,000,000 23 287,000,000 33 222,000,000
04 1,110,000,000 14 425,000,000 24 286,000,000 34 215,000,000
05 969,000,000 15 390,000,000 25 277,000,000 35 210,000,000
06 803,000,000 16 369,000,000 26 276,000,000 36 203,000,000
07 708,000,000 17 360,000,000 27 274,000,000 37 185,000,000
08 544,000,000 18 338,000,000 28 269,000,000 38 184,000,000
09 529,000,000 19 327,000,000 29 258,000,000 39 183,000,000
10 525,000,000 20 321,000,000 30 256,000,000 40 178,000,000
SOURCE: EMOJITRACKER (ACCESSED JAN 2021). NOTES: FIGURES REPRESENT THE NUMBER OF TWEETS CONTAINING AT LEAST ONE INSTANCE OF EACH EMOJI THAT HAVE BEEN PUBLISHED TO
173 TWITTER SINCE 04 JULY 2013. TWEETS CONTAINING MULTIPLE INSTANCES OF THE SAME EMOJI ARE ONLY COUNTED ONCE. VALUES HAVE BEEN ROUNDED TO THE NEAREST MILLION.
PINTEREST
JAN PINTEREST: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST
POTENTIAL AUDIENCE* PINTEREST’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT PINTEREST REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL IN PINTEREST’S THAT PINTEREST THAT PINTEREST
ADVERTS ON PINTEREST POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
200.8 3.3% +6.2% 77.1% 14.5%

MILLION +12 MILLION
SOURCE: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). FIGURES USE MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’
175 GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR
MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN PROFILE OF PINTEREST’S ADVERTISING AUDIENCE
2021 SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
30.4%
13.3% 14.1%
7.5% 8.1%
6.2%
4.2%
2.8% 2.8%
1.8% 1.7% 1.8% 1.7% 1.2%
0.8% 0.6% 0.8% 0.3%
FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A*
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: “N/A” CORRESPONDS TO “UNSPECIFIED” GENDER, AS REPORTED BY
176 PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING
AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN PINTEREST REACH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
01 U.S.A. 100,750,000 +3.6% 11 BELGIUM 2,950,000 +21.6%
02 GERMANY 17,560,000 +14.6% 12 SWITZERLAND 1,762,500 +8.1%
03 FRANCE 12,220,000 +15.8% 13 AUSTRIA 1,743,500 +7.0%
04 U.K. 10,750,000 -10.8% 14 SWEDEN 1,710,000 -1.6%
05 CANADA 10,255,000 +2.5% 15 GREECE 1,667,500 +49.0%
06 ITALY 8,005,000 +20.7% 16 PORTUGAL 1,627,000 +8.0%
07 SPAIN 7,130,000 +15.7% 17 HUNGARY 1,397,500 +33.1%
08 NETHERLANDS 5,340,000 +12.8% 18 ROMANIA 1,309,000 +11.8%
09 AUSTRALIA 4,300,000 -6.6% 19 CZECHIA 1,183,000 +16.3%
10 POLAND 3,390,000 +19.2% 20 DENMARK 1,104,000 -2.4%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
177 AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
OTHER SOCIAL PLATFORMS
JAN WHATSAPP OVERVIEW
2021 ESSENTIAL HEADLINES FOR WHATSAPP USE AROUND THE WORLD
MONTHLY ACTIVE ACTIVE WHATSAPP USERS TOTAL NUMBER OF FEMALE USERS AS A MALE USERS AS A
WHATSAPP USERS* COMPARED TO THE TOTAL WORLDWIDE USERS OF PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 13+* WHATSAPP BUSINESS FEMALE AND MALE USERS* FEMALE AND MALE USERS*
2 33% 50 45.5% 54.5%

BILLION MILLION
SOURCES: FACEBOOK (LATEST AVAILABLE DATA IN JAN 2021); GENDER DATA FROM GLOBALWEBINDEX (Q3 2020). *NOTES: WHATSAPP RESTRICTS USE TO PEOPLE AGED 13 AND ABOVE, AND
179 TO PEOPLE AGED 16 AND ABOVE IN THE EU. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
JAN WECHAT OVERVIEW
2021 ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD
COMBINED MONTHLY ACTIVE WECHAT QUARTER-ON-QUARTER FEMALE USERS AS MALE USERS AS

ACTIVE WECHAT AND WEIXIN USERS INCREASE IN GLOBAL A PERCENTAGE A PERCENTAGE
AND WEIXIN USERS* COMPARED TO THE TOTAL MONTHLY ACTIVE USERS OF TOTAL FEMALE OF TOTAL FEMALE
AROUND THE WORLD POPULATION AGED 13+ OF WECHAT OR WEIXIN AND MALE USERS* AND MALE USERS*
1.21 19.9% +0.6% 45.4% 54.6%

BILLION +7 MILLION
SOURCES: TENCENT Q3 2020 EARNINGS ANNOUNCEMENT (NOV 2020); GENDER DATA FROM GWI (Q3 2020). *NOTE: FIGURES REPRESENT USE OF EITHER WECHAT OR WEIXIN (THE VERSION
180 OF WECHAT AVAILABLE IN MAINLAND CHINA). GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
JAN TIKTOK OVERVIEW
2021 ESSENTIAL HEADLINES FOR TIKTOK USE AROUND THE WORLD
MONTHLY ACTIVE ACTIVE TIKTOK USERS NUMBER OF NEW TIKTOK FEMALE USERS AS A MALE USERS AS A
TIKTOK USERS* COMPARED TO THE TOTAL APP INSTALLS AROUND THE PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 13+ WORLD IN DECEMBER 2020 FEMALE AND MALE USERS* FEMALE AND MALE USERS*
689 11.3% 56 49.0% 51.0%

MILLION MILLION
SOURCES: TIKTOK LEGAL DOCUMENTS (AUG 2020); APP INSTALL DATA FROM SENSORTOWER (JAN 2021); GENDER SHARE DATA FROM GLOBALWEBINDEX (Q3 2020). *NOTES: DOES NOT
181 INCLUDE DOUYIN. GENDER DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
JAN SINA WEIBO OVERVIEW
2021 ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD
NUMBER OF MONTHLY ACTIVE YEAR-ON-YEAR INCREASE FEMALE USERS AS MALE USERS AS

WORLDWIDE SINA WEIBO USERS IN THE NUMBER OF A PERCENTAGE A PERCENTAGE
MONTHLY ACTIVE COMPARED TO THE TOTAL MONTHLY ACTIVE OF TOTAL FEMALE OF TOTAL FEMALE
SINA WEIBO USERS POPULATION AGED 14+ SINA WEIBO USERS AND MALE USERS* AND MALE USERS*
511 8.6% +2.8% 46.6% 53.4%

MILLION +14 MILLION
SOURCES: WEIBO CORPORATION Q3 2020 EARNINGS ANNOUNCEMENT (DEC 2020); GENDER DATA FROM GWI (Q3 2020). *NOTE: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND
182 ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY
ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
JAN REDDIT OVERVIEW
2021 ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD
MONTHLY ACTIVE MONTHLY REDDIT USERS NUMBER OF FEMALE USERS AS A MALE USERS AS A
REDDIT USERS* COMPARED TO THE TOTAL WORLDWIDE DAILY PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 13+ ACTIVE REDDIT USERS FEMALE AND MALE USERS* FEMALE AND MALE USERS*
430 7.0% 52 40.3% 59.7%

MILLION MILLION
SOURCES: REDDIT (ACCESSED JAN 2021); GENDER SHARE DATA FROM GWI (Q3 2020). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64.
183 PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART
ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
JAN TELEGRAM OVERVIEW
2021 ESSENTIAL HEADLINES FOR TELEGRAM USE AROUND THE WORLD
MONTHLY ACTIVE ACTIVE TELEGRAM USERS YEAR-ON-YEAR GROWTH FEMALE USERS AS A MALE USERS AS A
TELEGRAM USERS* COMPARED TO THE TOTAL IN GLOBAL MONTHLY PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 16+* ACTIVE TELEGRAM USERS* FEMALE AND MALE USERS* FEMALE AND MALE USERS*
500 8.7% +25% 41.4% 58.6%

MILLION +100 MILLION
SOURCES: TELEGRAM (JAN 2021); GENDER SHARE DATA FROM GWI (Q3 2020). *NOTES: TELEGRAM’S TERMS OF SERVICE LIMIT USE TO PEOPLE AGED 16 AND ABOVE. GENDER DATA ARE
184 ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
JAN QUORA OVERVIEW
2021 ESSENTIAL HEADLINES FOR QUORA USE AROUND THE WORLD
MONTHLY ACTIVE MONTHLY QUORA USERS AVERAGE DURATION FEMALE USERS AS A MALE USERS AS A
QUORA USERS* COMPARED TO THE TOTAL OF EACH VISIT TO PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 13+ QUORA’S WEBSITE FEMALE AND MALE USERS* FEMALE AND MALE USERS*
300 4.9% 9 40.8% 59.2%

MILLION MINUTES
SOURCES: QUORA (ACCESSED JAN 2021); VISIT DURATION FROM SEMRUSH (JAN 2021); GENDER SHARE DATA FROM GWI (Q3 2020). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR
185 ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
GLOBAL MOBILE USE
JAN MOBILE USERS vs. MOBILE CONNECTIONS
2021 A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS
NUMBER OF UNIQUE UNIQUE MOBILE NUMBER OF MOBILE MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY USERS AS A PERCENTAGE CONNECTIONS AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) OF TOTAL POPULATION (EXCLUDING IOT) TOTAL POPULATION UNIQUE MOBILE USER
5.22 66.6% 8.02 102.4% 1.54

BILLION BILLION
SOURCE: GSMA INTELLIGENCE (JAN 2021). NOTE: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURE QUOTED
187 HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA IN OUR PREVIOUS
REPORTS.
JAN PERSPECTIVES: MOBILE USERS vs. CONNECTIONS
2021 COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS
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
5.22 8.02 6.01 8.08

SOURCES: GSMA INTELLIGENCE (JAN 2021); ERICSSON MOBILITY REPORT (NOV 2020); ERICSSON MOBILITY CALCULATOR (ACCESSED JAN 2021). NOTE: CONNECTIONS FIGURES DO NOT
188 INCLUDE CELLULAR IOT CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA IN OUR PREVIOUS REPORTS.
JAN SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE
2021 PERCENTAGE OF GLOBAL MOBILE CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE
SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS

ASSOCIATED WITH ASSOCIATED WITH ASSOCIATED WITH ROUTERS,
SMARTPHONES FEATURE PHONES TABLETS, AND MOBILE PCS
76.3% 20.1% 3.6%

189 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021). *NOTE: EXCLUDES MOBILE IOT CONNECTIONS. FIGURES REPRESENT LATEST REPORTED VALUES FOR 2020.
JAN UNIQUE MOBILE USERS OVER TIME
2021 GLOBAL NUMBER OF UNIQUE MOBILE SUBSCRIBERS* (IN MILLIONS), WITH RESPECTIVE YEAR-ON-YEAR CHANGE
5.00 5.13 5.22

4.70 4.86
4.53
+3.8% +3.4% +2.8% +2.6% +1.8%

Q4 2015 Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020
190 SOURCE: GSMA INTELLIGENCE (JAN 2021).  COMPARABILITY ADVISORY: BASE CHANGES. HISTORICAL FIGURES MAY NOT MATCH NUMBERS PUBLISHED IN PREVIOUS REPORTS.
JAN GLOBAL MOBILE CONNECTIONS OVER TIME
2021 NUMBER OF GLOBAL MOBILE CONNECTIONS* (IN MILLIONS), WITH RESPECTIVE YEAR-ON-YEAR CHANGE
7.69 7.74 7.95 8.02

7.19 7.44
+3.4% +3.4% +0.6% +2.7% +0.9%

Q4 2015 Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020
191 SOURCE: GSMA INTELLIGENCE (JAN 2021).  COMPARABILITY ADVISORY: BASE CHANGES. HISTORICAL FIGURES MAY NOT MATCH NUMBERS PUBLISHED IN PREVIOUS REPORTS.
JAN MOBILE CONNECTIONS vs. TOTAL POPULATION
2021 THE NUMBER OF MOBILE CONNECTIONS IN EACH REGION COMPARED TO TOTAL POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
113%
NORTHERN
AMERICA
146%
106% WESTERN
ASIA
SOUTHERN
EUROPE 115% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 100% 98%
97% 77% MIDDLE
WESTERN
ASIA
85%
AFRICA SOUTHERN
CENTRAL
AMERICA 96% ASIA

ASIA
AFRICA
103% 62% EASTERN

AFRICA
SOUTHERN
AMERICA
163% 106%
SOUTHERN OCEANIA
AFRICA
SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021).
192  COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
193
HONG KONG 183.4%
U.A.E. 171.6%
JAN
SOUTH AFRICA 168.5%
2021
JAPAN 159.3%
VIETNAM 157.9%
RUSSIA 156.7%
PORTUGAL 155.1%
DENMARK 151.4%
SINGAPORE 145.5%
AUSTRIA 145.0%
SWEDEN 141.6%
POLAND 139.5%
PHILIPPINES 138.2%
NEW ZEALAND 135.6%
ROMANIA 135.6%
GERMANY 134.7%
GHANA 132.8%
THAILAND 129.7%
ITALY 128.6%
AUSTRALIA 126.6%
INDONESIA 125.6%
MALAYSIA 122.8%
ARGENTINA 121.6%
TAIWAN 120.7%
SWITZERLAND 120.0%
 COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. COLOMBIA 119.1%
SOUTH KOREA 118.3%
MOROCCO 117.1%
ISRAEL 116.9%
SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (BOTH ACCESSED JAN 2021).
SPAIN 116.2%
SAUDI ARABIA 112.7%
CHINA 111.8%
KENYA 108.9%
U.S.A. 106.6%
FRANCE 102.8%
THE NUMBER OF MOBILE CONNECTIONS IN EACH COUNTRY OR TERRITORY COMPARED TO TOTAL POPULATION
WORLDWIDE 102.4%
U.K. 99.4%
NETHERLANDS 99.2%
CANADA 98.0%
MOBILE CONNECTIONS vs. TOTAL POPULATION
BRAZIL 96.3%
IRELAND 94.6%
BELGIUM 93.1%
EGYPT 92.7%
TURKEY 90.8%
NIGERIA 90.0%
MEXICO 89.1%
INDIA 79.0%
JAN MOBILE CONNECTION RATE RANKINGS
2021 RANKINGS BASED ON THE NUMBER OF MOBILE CONNECTIONS* COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
HIGHEST LEVELS OF MOBILE CONNECTIVITY LOWEST LEVELS OF MOBILE CONNECTIVITY
# HIGHEST CONNECTIVITY vs. POP CONNECTIONS # LOWEST CONNECTIVITY vs. POP CONNECTIONS
01 MACAU 270.1% 1,765,999 212 MARSHALL IS. 12.0% 7,114
02 U.S. VIRGIN IS. 198.2% 206,796 211 NORTH KOREA 18.4% 4,764,932
03 ANTIGUA & BARBUDA 196.7% 193,387 210 ERITREA 21.5% 767,517
04 HONG KONG 183.4% 13,798,962 209 FED. STATES OF MICRONESIA 22.4% 25,862
05 FINLAND 178.3% 9,888,302 208 SOUTH SUDAN 23.1% 2,607,558
06 SEYCHELLES 176.9% 174,436 207 CENTRAL AFRICAN REP. 30.7% 1,497,951
07 SURINAME 174.5% 1,027,972 206 MADAGASCAR 34.2% 9,601,572
08 COSTA RICA 174.4% 8,925,679 205 PAPUA NEW GUINEA 34.4% 3,109,033
09 U.A.E. 171.6% 17,058,563 204 ETHIOPIA 38.5% 44,861,834
10 MONTENEGRO 171.5% 1,077,391 203 MALAWI 42.7% 8,268,645
SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND
194 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. DATA ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN MOBILE CONNECTION GROWTH RANKINGS
2021 GREATEST CHANGES IN THE NUMBER OF MOBILE CONNECTIONS*
GREATEST PERCENTAGE CHANGE IN MOBILE CONNECTIVITY GREATEST ABSOLUTE CHANGE IN MOBILE CONNECTIVITY
# COUNTRY / TERRITORY ▲% ▲ CONNECTIONS # COUNTRY / TERRITORY ▲ CONNECTIONS ▲%
01 SOUTH SUDAN +17.3% +384,558 01 INDIA +22,816,431 +2.1%
02 BURUNDI +14.4% +938,296 02 NIGERIA +17,106,382 +10.0%
03 SIERRA LEONE +13.9% +982,967 03 CHINA +7,952,779 +0.5%
04 ZIMBABWE +11.8% +1,558,843 04 PAKISTAN +6,929,240 +4.2%
05 KENYA +11.1% +5,921,383 05 JAPAN +6,129,347 +3.1%
06 CAMEROON +11.0% +2,639,097 06 KENYA +5,921,383 +11.1%
07 NIGERIA +10.0% +17,106,382 07 U.S.A. +5,177,623 +1.5%
08 GUINEA +9.9% +1,278,931 08 INDONESIA +3,988,840 +1.2%
09 TOGO +9.5% +593,542 09 IRAN +3,147,611 +2.5%
10 BHUTAN +9.2% +64,408 10 GHANA +3,107,862 +8.1%
SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND
195 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. DATA ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX
2021 GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY OR TERRITORY
90.51
89.27
87.63
87.12
85.87
85.41
85.39
85.03
84.99
84.34
84.21
83.43
83.40
83.27
83.06
82.56
80.77
80.71
80.26
78.23
76.55
76.15
76.09
76.01
75.21
74.90
72.58
72.45
70.90
69.17
67.56
67.16
67.13
64.60
63.74
63.52
62.90
62.79
60.14
59.89
56.60
55.71
52.01
49.62
49.12
AUSTRALIA
SINGAPORE
NEW ZEALAND
SWITZERLAND
U.K.
IRELAND
DENMARK
NETHERLANDS
U.S.A.
SWEDEN
AUSTRIA
HONG KONG
JAPAN
CANADA
GERMANY
BELGIUM
SOUTH KOREA
FRANCE
SPAIN
U.A.E.
PORTUGAL
ITALY
POLAND
CHINA
ISRAEL
RUSSIA
SAUDI ARABIA
ROMANIA
THAILAND
MALAYSIA
MEXICO
ARGENTINA
TURKEY
VIETNAM
COLOMBIA
BRAZIL
INDONESIA
PHILIPPINES
SOUTH AFRICA
MOROCCO
INDIA
EGYPT
GHANA
KENYA
NIGERIA
SOURCE: GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX (ACCESSED JAN 2021). NOTES: THE MOBILE CONNECTIVITY INDEX MEASURES COUNTRIES’ PERFORMANCE AGAINST KEY
196 ENABLERS OF MOBILE INTERNET ADOPTION. COUNTRIES ARE SCORED WITHIN A RANGE OF 0 TO 100 ACROSS A NUMBER OF INDICATORS, WITH A HIGHER SCORE REPRESENTING STRONGER
PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY. VISIT MOBILECONNECTIVITYINDEX.COM FOR MORE DETAILS.
JAN MOBILE CONNECTIONS BY TYPE
2021 OVERVIEW OF MOBILE CONNECTIONS WITH SHARE BY PAYMENT TYPE AND CONNECTION BANDWIDTH
NUMBER OF MOBILE MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

CONNECTIONS AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
(EXCLUDING IOT) TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G – 5G)
8.02 102.4% 71.9% 28.1% 81.7%

BILLION
SOURCE: GSMA INTELLIGENCE (JAN 2021). NOTE: PERCENTAGES vs. POPULATION MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS
197 FIGURE QUOTED HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA
IN OUR PREVIOUS REPORTS.
JAN MOBILE BROADBAND CONNECTIVITY OVER TIME
2021 3G, 4G, AND 5G CONNECTIONS AS A SHARE OF TOTAL MOBILE CONNECTIONS, WITH YEAR-ON-YEAR RELATIVE CHANGE
82%
76%
71%
61%
51%
47%
+8.5% +19.6% +16.4% +7.0% +7.9%

Q4 2015 Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020
198 SOURCE: GSMA INTELLIGENCE (JAN 2020, JAN 2021).

199
AUSTRALIA 100.0%
TAIWAN 100.0%
JAN
HONG KONG 100.0%
2021
JAPAN 99.7%
SWITZERLAND 99.6%
SOUTH KOREA 99.6%
CANADA 99.4%
SINGAPORE 99.2%
THAILAND 98.7%
U.S.A. 97.8%
AUSTRIA 97.7%
DENMARK 97.5%
NEW ZEALAND 96.8%
U.K. 96.8%
ISRAEL 96.5%
SWEDEN 96.1%
BRAZIL 95.7%
INDONESIA 94.9%
FRANCE 94.6%
CHINA 94.0%
SAUDI ARABIA 93.9%
MALAYSIA 93.8%
PORTUGAL 93.8%
NETHERLANDS 93.0%
PHILIPPINES 92.9%
BELGIUM 92.5%
U.A.E. 91.0%
IRELAND 90.0%
SOURCE: GSMA INTELLIGENCE (JAN 2021). PERCENTAGES REPRESENT THE SHARE OF TOTAL MOBILE CONNECTIONS THAT ARE 3G AND ABOVE.
SPAIN 89.8%
GERMANY 89.8%
MEXICO 89.1%
3G, 4G, AND 5G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
TURKEY 88.4%
POLAND 86.4%
ITALY 84.6%
COLOMBIA 84.3%
EGYPT 83.1%
RUSSIA 83.1%
ARGENTINA 82.8%
WORLDWIDE 81.7%
ROMANIA 79.8%
SOUTH AFRICA 79.7%
GHANA 78.3%
BROADBAND CONNECTIONS vs. ALL CONNECTIONS
NIGERIA 70.4%
MOROCCO 67.9%
INDIA 67.9%
VIETNAM 64.0%
KENYA 57.7%
JAN MOBILE BROADBAND CONNECTIVITY RANKING
2021 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST SHARES OF MOBILE BROADBAND CONNECTIONS vs. TOTAL MOBILE CONNECTIONS*
HIGHEST SHARE OF BROADBAND CONNECTIONS vs. ALL CONNECTIONS LOWEST SHARE OF BROADBAND CONNECTIONS vs. ALL CONNECTIONS
# COUNTRY / TERRITORY SHARE CONNECTIONS # COUNTRY / TERRITORY SHARE CONNECTIONS
01= AUSTRALIA 100.0% 32,467,860 211 GREENLAND 5.4% 3,645
01= NORTH KOREA 100.0% 4,764,932 210 COMOROS 6.8% 32,482
01= MACAU 100.0% 1,765,999 209 EQUATORIAL GUINEA 9.7% 74,335
01= TAIWAN 100.0% 28,768,895 208 MARSHALL IS. 12.0% 854
05 ETHIOPIA 99.98% 44,853,651 207 CUBA 19.0% 1,167,159
06 HONG KONG 99.97% 13,794,418 206 YEMEN 19.5% 3,556,555
07 JAPAN 99.65% 200,388,105 205 PALESTINE 22.8% 990,008
08 SWITZERLAND 99.59% 10,375,104 204 GRENADA 26.5% 34,864
09 SOUTH KOREA 99.58% 60,416,810 203 CHAD 30.6% 2,477,598
10 CANADA 99.40% 36,911,549 202 FED. STATES OF MICRONESIA 31.1% 8,042
200 SOURCE: GSMA INTELLIGENCE (JAN 2021).

201
HONG KONG 183.3%
JAPAN 158.7%
JAN
U.A.E. 156.2%
2021
DENMARK 147.5%
PORTUGAL 145.5%
SINGAPORE 144.3%
AUSTRIA 141.6%
SWEDEN 136.1%
SOUTH AFRICA 134.2%
SOURCE: GSMA INTELLIGENCE (JAN 2021).

NEW ZEALAND 131.3%
RUSSIA 130.2%
PHILIPPINES 128.4%
THAILAND 128.0%
AUSTRALIA 126.6%
GERMANY 120.9%
TAIWAN 120.7%
POLAND 120.6%
SWITZERLAND 119.5%
INDONESIA 119.2%
SOUTH KOREA 117.8%
MALAYSIA 115.2%
ISRAEL 112.9%
ITALY 108.8%
ROMANIA 108.2%
SAUDI ARABIA 105.9%
CHINA 105.1%
SPAIN 104.3%
U.S.A. 104.2%
3G, 4G, AND 5G MOBILE CONNECTIONS* AS A PERCENTAGE OF TOTAL POPULATION
GHANA 104.0%
VIETNAM 101.1%
ARGENTINA 100.6%
COLOMBIA 100.3%
CANADA 97.4%
FRANCE 97.3%
U.K. 96.2%
NETHERLANDS 92.2%
BRAZIL 92.2%
BELGIUM 86.1%
IRELAND 85.1%
WORLDWIDE 83.7%
TURKEY 80.3%
MOROCCO 79.5%
MEXICO 79.3%
BROADBAND CONNECTIONS vs. TOTAL POPULATION
EGYPT 77.0%
NIGERIA 63.4%
KENYA 62.8%
INDIA 53.6%
202
GHANA 98.3%
KENYA 97.9%
JAN
INDONESIA 97.0%
2021
PHILIPPINES 96.7%
NIGERIA 95.5%
MOROCCO 89.4%
VIETNAM 89.0%
MEXICO 88.9%
ITALY 87.2%
SOURCE: GSMA INTELLIGENCE (JAN 2021).

EGYPT 85.7%
INDIA 82.6%
SOUTH AFRICA 81.5%
U.A.E. 79.7%
COLOMBIA 77.8%
CHINA 73.5%
THAILAND 72.1%
WORLDWIDE 71.9%
RUSSIA 69.3%
MALAYSIA 68.0%
SAUDI ARABIA 61.7%
ARGENTINA 57.5%
BRAZIL 56.5%
NEW ZEALAND 53.8%
PORTUGAL 46.2%
ROMANIA 43.7%
HONG KONG 42.0%
IRELAND 41.7%
GERMANY 40.2%
TURKEY 39.2%
SINGAPORE 33.0%
AUSTRALIA 31.5%
POLAND 30.8%
AUSTRIA 28.2%
U.K. 25.6%
SWITZERLAND 24.7%
CANADA 22.5%
U.S.A. 20.0%
SWEDEN 19.2%
BELGIUM 17.1%
PRE-PAID CONNECTIONS vs. ALL CONNECTIONS
SPAIN 16.9%
MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE (“PAY-AS-YOU-GO”) AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
DENMARK 14.8%
ISRAEL 13.9%
TAIWAN 13.9%
NETHERLANDS 12.9%
FRANCE 6.4%
SOUTH KOREA 5.1%
JAPAN 1.1%
JAN EVOLUTION OF MOBILE DATA CONSUMPTION
2021 AVERAGE GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES* PER MONTH
54.79
50.03
45.16
39.56
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 9.4GB 32.66
36.49
29.02
26.54
21.78
18.37
15.94
13.60
10.63 11.69
8.67 9.68
6.36 7.09
4.68 5.22 5.71
3.58 4.11
2015 2015 2015 2015 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 2018 2019 2019 2019 2019 2020 2020 2020
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JAN 2021). *NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC IN EXABYTES
203 (BILLIONS OF GIGABYTES) PER MONTH. VALUE SHOWN IN THE AVERAGE MOBILE DATA PER SMARTPHONE INSET REPRESENTS THE LATEST PUBLISHED FIGURE FOR 2020.
JAN MONTHLY MOBILE DATA USE PER SMARTPHONE
2021 AVERAGE MONTHLY MOBILE DATA TRAFFIC PER SMARTPHONE CONNECTION, BY REGION
NORTH LATIN WESTERN CENTRAL AND

AMERICA AMERICA EUROPE EASTERN EUROPE
10.8 4.8 9.4 5.4

GIGABYTES GIGABYTES GIGABYTES GIGABYTES
MIDDLE EAST INDIA, NEPAL NORTHEAST SOUTHEAST ASIA

AND AFRICA AND BHUTAN ASIA AND OCEANIA
3.6 12.6 9.6 6.6

GIGABYTES GIGABYTES GIGABYTES GIGABYTES
204 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021), BASED ON 2020 FIGURES FOR MOBILE DATA TRAFFIC PER DEVICE PER MONTH.
JAN CONNECTED DEVICES AND THE ‘INTERNET OF THINGS’
2021 THE TOTAL NUMBER OF CONNECTED DEVICES AROUND THE WORLD BY TYPE, AND EACH TYPE’S SHARE OF TOTAL CONNECTED DEVICES
FIXED MOBILE PHONES PCS, LAPTOPS SHORT-RANGE WIDE-AREA

PHONES (ANY TYPE) AND TABLETS IOT DEVICES* IOT DEVICES*
1.36 7.67 1.58 10.75 1.89

BILLION BILLION BILLION BILLION BILLION
SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL:
5.8% 33.0% 6.8% 46.2% 8.1%

SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JAN 2021), BASED ON PUBLISHED VALUES FOR 2020. *NOTE: TYPICAL SHORT-RANGE IOT DEVICES HAVE A RANGE OF UP TO 100 METRES,
205 AND ARE POWERED BY TECHNOLOGIES SUCH AS WIFI AND BLUETOOTH. WIDE-AREA IOT DEVICES USE TECHNOLOGIES SUCH AS CELLULAR CONNECTIVITY TO OFFER MUCH WIDER RANGES.
ADVISORY: ERICSSON AND GSMA INTELLIGENCE REPORT DIFFERENT FIGURES FOR THE NUMBER OF CELLULAR CONNECTIONS, SO DATA PUBLISHED BY EACH COMPANY MAY NOT CORRELATE.
JAN SHARE OF WEB TRAFFIC BY MOBILE OS
2021 PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS
SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC
ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM
ANDROID DEVICES APPLE IOS DEVICES KAI OS DEVICES SAMSUNG OS DEVICES* OTHER OS DEVICES
72.5% 26.9% 0.1% 0.2% 0.3%

DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
-2.2% +8.6% -62.9% +27.8% -55.4%

SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR DECEMBER
206 2020. ANNUAL CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). *NOTES: FIGURES FOR SAMSUNG OS REFER ONLY
TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.
JAN MOBILE TIME BY ACTIVITY
2021 TOTAL TIME THAT MOBILE USERS SPEND USING MOBILE DEVICES EACH DAY, WITH COMPARISON OF TIME SPENT USING APPS AND WEB BROWSERS
AVERAGE TIME YEAR-ON-YEAR INCREASE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE

SPENT USING MOBILE IN DAILY TIME SPENT TIME SPENT USING TIME SPENT USING
DEVICES EACH DAY USING MOBILE DEVICES MOBILE APPLICATIONS* A WEB BROWSER*
4H 10M +20% 92% 8%
SOURCE: APP ANNIE (JAN 2021). *NOTES: DATA REFLECT ACTIVITY ON ANDROID PHONE DEVICES ONLY. PERCENTAGE SHARE FIGURES ONLY FACTOR TIME SPENT USING MOBILE APPS AND
207 WEB BROWSERS.
JAN USE OF MOBILE APPS BY CATEGORY
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
CHAT APPS SOCIAL ENTERTAINMENT MUSIC GAME

(MESSENGERS) NETWORKING APPS AND VIDEO APPS APPS APPS
90.7% 88.4% 67.2% 52.9% 52.0%

SHOPPING MAP BANKING AND HEALTH, FITNESS, DATING AND
APPS APPS FINANCIAL SERVICES APPS AND NUTRITION APPS FRIENDSHIP APPS*
69.4% 61.8% 38.7% 29.4% 11.4%

SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
208 *NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE.
JAN SHARE OF TIME SPENT IN MOBILE APPS BY CATEGORY
2021 AVERAGE TIME SPENT USING MOBILE DEVICES EACH DAY WORLDWIDE, WITH SHARE OF TIME SPENT IN TOP MOBILE APP CATEGORIES
AVERAGE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME
SPENT USING MOBILE SPENT IN SOCIAL & SPENT IN VIDEO & SPENT PLAYING GAMES SPENT USING OTHER
DEVICES EACH DAY COMMUNICATIONS APPS ENTERTAINMENT APPS (ANY GAME KIND) KINDS OF APPS
4H 10M 44% 26% 9% 21%
209 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: FIGURES ARE BASED ON USE OF ANDROID PHONE DEVICES ONLY.
JAN SHARE OF GLOBAL MOBILE DATA BY CATEGORY
2021 SHARE OF TOTAL GLOBAL MOBILE DATA VOLUME* BY CATEGORY OF APPLICATION
AVERAGE MONTHLY MOBILE DATA SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA:
VOLUME PER SMARTPHONE* VIDEO APPS SOCIAL NETWORKING SOFTWARE UPDATES
9.4 66.2% 10.1% 3.9%

GIGABYTES
SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA:
WEB BROWSING AUDIO APPS FILE SHARING OTHER KINDS OF APP
3.2% 1.7% 0.7% 14.3%

SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021). *NOTES: DATA VOLUME REFERS SOLELY TO MOBILE DATA NETWORKS, AND DOES NOT INCLUDE DATA TRANSMITTED OVER
210 WIFI. VALUES ARE BASED ON THE LATEST REPORTED VALUES FOR 2020.
211
PHILIPPINES 69.8%
SOUTH AFRICA 68.1%
JAN
ARGENTINA 66.8%
2021
COLOMBIA 65.0%
NIGERIA 64.5%
KENYA 62.0%
MEXICO 61.7%
BRAZIL 61.6%
PORTUGAL 61.5%
TURKEY 60.8%
IRELAND 59.1%
SPAIN 56.8%
INDONESIA 56.5%
VIETNAM 56.2%
SAUDI ARABIA 53.6%
INDIA 52.1%
NEW ZEALAND 52.0%
U.A.E. 51.9%
ROMANIA 51.1%
ITALY 51.0%
SWITZERLAND 51.0%
U.K. 50.7%
MALAYSIA 50.3%
THAILAND 50.0%
GHANA 49.9%
SINGAPORE 49.8%
U.S.A. 49.0%
ISRAEL 47.6%
WORLDWIDE 47.0%
AUSTRALIA 46.1%
CANADA 46.1%
SWEDEN 46.1%
NETHERLANDS 45.2%
BELGIUM 44.0%
DENMARK 43.6%
EGYPT 43.0%
AUSTRIA 42.6%
USE OF VIDEO CALLING SERVICES ON MOBILE
FRANCE 41.7%
POLAND 41.7%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON A MOBILE DEVICE IN THE PAST MONTH
CHINA 37.4%
HONG KONG 36.0%
RUSSIA 35.6%
GERMANY 32.9%
TAIWAN 32.8%
MOROCCO 29.8%
SOUTH KOREA 26.3%
JAPAN 18.5%
212
COLOMBIA 61.9%
MEXICO 61.5%
JAN
BRAZIL 60.5%
2021
ARGENTINA 54.7%
THAILAND 51.4%
INDONESIA 47.3%
PORTUGAL 46.2%
KENYA 44.5%
VIETNAM 44.4%
NIGERIA 43.5%
PHILIPPINES 40.3%
TAIWAN 39.5%
ISRAEL 37.0%
INDIA 36.4%
SOUTH AFRICA 35.5%
SPAIN 34.9%
ITALY 34.0%
MALAYSIA 33.8%
ROMANIA 33.7%
WORLDWIDE 32.9%
SAUDI ARABIA 31.7%
TURKEY 29.9%
CHINA 29.7%
POLAND 28.9%
U.A.E. 28.9%
EGYPT 28.5%
HONG KONG 27.0%
GHANA 26.0%
IRELAND 24.8%
NEW ZEALAND 24.3%
CANADA 22.4%
DENMARK 22.4%
U.S.A. 22.3%
RUSSIA 21.9%
SINGAPORE 21.7%
AUSTRALIA 20.2%
SOUTH KOREA 20.0%
U.K. 19.9%
SWEDEN 19.3%
MOROCCO 14.6%
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
SWITZERLAND 14.2%
NETHERLANDS 12.1%
BELGIUM 10.4%
JAPAN 9.6%
AUSTRIA 9.2%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
FRANCE 8.8%
GERMANY 8.5%
JAN USE OF IMAGE RECOGNITION TOOLS ON MOBILE
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
39.6%
36.2%
35.0%
33.4% 32.6% 31.8%
29.2% 28.7%
21.9% 22.6%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
214
SINGAPORE 79.0%
MALAYSIA 76.9%
JAN
TAIWAN 70.9%
2021
HONG KONG 68.1%
THAILAND 60.4%
SWITZERLAND 54.2%
SPAIN 53.2%
JAPAN 51.3%
ARGENTINA 50.6%
BRAZIL 50.2%
SWEDEN 49.7%
NETHERLANDS 49.6%
PORTUGAL 49.1%
BELGIUM 48.5%
ITALY 48.1%
AUSTRIA 47.7%
PHILIPPINES 46.8%
NEW ZEALAND 46.6%
USE OF QR CODES
VIETNAM 45.6%
MEXICO 45.5%
COLOMBIA 45.2%
INDIA 45.2%
KENYA 45.2%
SOUTH KOREA 45.0%
TURKEY 43.9%
NIGERIA 43.7%
INDONESIA 42.0%
SOUTH AFRICA 41.2%
GERMANY 41.0%
ISRAEL 40.8%
WORLDWIDE 40.7%
RUSSIA 40.5%
POLAND 37.8%
U.A.E. 37.5%
ROMANIA 36.9%
SAUDI ARABIA 35.9%
CHINA 34.5%
DENMARK 34.0%
FRANCE 32.7%
IRELAND 32.7%
U.S.A. 32.6%
U.K. 31.9%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED OR SCANNED A QR CODE ON A MOBILE DEVICE IN THE PAST MONTH
AUSTRALIA 31.0%
EGYPT 29.4%
CANADA 25.8%
GHANA 17.9%
MOROCCO 12.7%
JAN USE OF QR CODES
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED OR SCANNED A QR CODE IN THE PAST MONTH
42.4% 43.4%
41.2% 41.8% 41.3%
39.7% 39.0% 38.4%
37.3%
34.8%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN APPS: GLOBAL TRENDS (APP ANNIE)
2021 GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN US$) FOR FULL-YEAR 2020, ACCORDING TO APP ANNIE
NUMBER OF MOBILE ANNUAL GROWTH IN TOTAL VALUE OF ANNUAL GROWTH IN THE AVERAGE CONSUMER
APP DOWNLOADS THE NUMBER OF MOBILE GLOBAL CONSUMER VALUE OF CONSUMER SPEND ON APPS
(GLOBAL, ALL PLATFORMS) APP DOWNLOADS SPEND ON MOBILE APPS SPEND ON MOBILE APPS PER SMARTPHONE*
218 +7% $143 +20% $23.62

BILLION BILLION
SOURCES: APP ANNIE (JAN 2021); ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021); KEPIOS ANALYSIS. SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. *NOTES: DOWNLOAD FIGURES
216 FACTOR DOWNLOADS FROM THE IOS AND GOOGLE PLAY STORES, AND THIRD-PARTY ANDROID APP STORES IN CHINA. “CONSUMER SPEND” ONLY INCLUDES SPEND THROUGH APP STORES,
AND DOES NOT INCLUDE REVENUES FROM M-COMMERCE OR MOBILE ADVERTISING. CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
JAN APPS: GLOBAL TRENDS (SENSORTOWER)
2021 GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN US$) FOR FULL-YEAR 2020, ACCORDING TO SENSORTOWER
NUMBER OF MOBILE ANNUAL GROWTH IN TOTAL VALUE OF ANNUAL GROWTH IN THE AVERAGE CONSUMER
APP DOWNLOADS THE NUMBER OF MOBILE GLOBAL CONSUMER VALUE OF CONSUMER SPEND ON APPS
(GLOBAL, ALL PLATFORMS) APP DOWNLOADS SPEND ON MOBILE APPS SPEND ON MOBILE APPS PER SMARTPHONE*
142.9 +23.7% $110.9 +30.2% $18.32

BILLION BILLION
SOURCE: SENSORTOWER (JAN 2021); ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021); KEPIOS ANALYSIS.
217 *NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
JAN MOBILE APPS: GLOBAL CATEGORY RANKINGS
2021 RANKINGS OF MOBILE APP CATEGORIES BY GLOBAL DOWNLOADS AND GLOBAL CONSUMER SPEND (FULL-YEAR 2020)
GOOGLE PLAY: 2020 DOWNLOADS GOOGLE PLAY: 2020 SPEND IOS: 2020 DOWNLOADS IOS: 2020 SPEND
# APP CATEGORY # APP CATEGORY # APP CATEGORY # APP CATEGORY
01 GAMES 01 GAMES 01 GAMES 01 GAMES
02 TOOLS 02 SOCIAL 02 PHOTO AND VIDEO 02 ENTERTAINMENT
03 ENTERTAINMENT 03 ENTERTAINMENT 03 ENTERTAINMENT 03 PHOTO AND VIDEO
04 SOCIAL NETWORKING 04 PRODUCTIVITY 04 UTILITIES 04 SOCIAL NETWORKING
05 VIDEO PLAYERS & EDITORS 05 LIFESTYLE 05 SHOPPING 05 MUSIC
06 COMMUNICATION 06 HEALTH & FITNESS 06 SOCIAL NETWORKING 06 LIFESTYLE
07 PHOTOGRAPHY 07 MUSIC & AUDIO 07 LIFESTYLE 07 BOOKS
08 FINANCE 08 COMMUNICATION 08 EDUCATION 08 EDUCATION
09 SHOPPING 09 EDUCATION 09 PRODUCTIVITY 09 HEALTH & FITNESS
10 MUSIC & AUDIO 10 DATING 10 FINANCE 10 PRODUCTIVITY
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON WORLDWIDE DOWNLOADS AND CONSUMER SPEND, EXCEPT FOR CHINA,
218 WHERE DATA IS FOR THE IOS STORE ONLY.
JAN MOBILE APP RANKINGS: ACTIVE USERS
2021 GLOBAL (EX. CHINA) RANKINGS OF TOP MOBILE APPS AND GAMES BY MONTHLY ACTIVE USERS IN 2020
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
# APP NAME COMPANY # GAME NAME COMPANY
01 FACEBOOK FACEBOOK 01 PUBG MOBILE TENCENT
02 WHATSAPP FACEBOOK 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 FACEBOOK MESSENGER FACEBOOK 03 LUDO KING GAMETION
04 INSTAGRAM FACEBOOK 04 AMONG US! INNER SLOTH
05 AMAZON AMAZON 05 FREE FIRE SEA
06 TWITTER TWITTER 06 ROBLOX ROBLOX
07 NETFLIX NETFLIX 07 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
08 TIKTOK BYTEDANCE 08 SUBWAY SURFERS KILOO
09 SPOTIFY SPOTIFY 09 MINECRAFT POCKET EDITION MOJANG
10 SNAPCHAT SNAP 10 POKÉMON GO NIANTIC
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON ACTIVE INSTALLS ACROSS IPHONE AND ANDROID PHONE DEVICES,
219 EXCLUDING CHINA.
JAN MOBILE APP RANKINGS: DOWNLOADS
2021 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF DOWNLOADS IN 2020
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
01 TIKTOK (INC. DOUYIN) BYTEDANCE 01 FREE FIRE SEA
02 FACEBOOK FACEBOOK 02 AMONG US! INNER SLOTH
03 WHATSAPP FACEBOOK 03 SUBWAY SURFERS KILOO
04 ZOOM CLOUD MEETINGS ZOOM 04 PUBG MOBILE TENCENT
05 INSTAGRAM FACEBOOK 05 GARDENSCAPES – NEW ACRES PLAYRIX
06 FACEBOOK MESSENGER FACEBOOK 06 HUNTER ASSASSIN RUBY GAME
07 GOOGLE MEET GOOGLE 07 BRAIN OUT EYEWIND
08 SNAPCHAT SNAP 08 MY TALKING TOM FRIENDS JINKE CULTURE – OUTFIT 7
09 TELEGRAM TELEGRAM 09 TILES HOP: EDM RUSH AMANOTES
10 NETFLIX NETFLIX 10 LUDO KING GAMETION
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES,
220 EXCEPT FOR CHINA, WHICH ONLY INCLUDES DATA FOR DOWNLOADS VIA THE IOS STORE.
JAN MOBILE APP RANKINGS: CONSUMER SPEND
2021 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND IN 2020
RANKING OF MOBILE APPS BY CONSUMER SPEND RANKING OF MOBILE GAMES BY CONSUMER SPEND
01 TINDER MATCH GROUP 01 HONOUR OF KINGS TENCENT
02 TIKTOK (INC. DOUYIN) BYTEDANCE 02 POKÉMON GO NIANTIC
03 YOUTUBE GOOGLE 03 ROBLOX ROBLOX
04 DISNEY+ DISNEY 04 MONSTER STRIKE MIXI
05 TENCENT VIDEO TENCENT 05 COIN MASTER MOON ACTIVE
06 NETFLIX NETFLIX 06 GAME FOR PEACE TENCENT
07 GOOGLE ONE GOOGLE 07 PUBG MOBILE TENCENT
08 IQIYI BAIDU 08 FATE / GRAND ORDER SONY
09 BIGO LIVE BIGO 09 CANDY CRUSH SAGA ACTIVISION BLIZZARD
10 PANDORA MUSIC SIRIUS XM RADIO 10 GARDENSCAPES – NEW ACRES PLAYRIX
SOURCE: APP ANNIE (JAN 2021). NOTE: RANKINGS BASED ON COMBINED CONSUMER SPEND ACROSS THE IOS AND GOOGLE PLAY STORES, EXCEPT FOR CHINA, WHICH ONLY INCLUDES
221 DATA FOR CONSUMER SPEND VIA THE IOS STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND THROUGH APP STORES, AND DOES NOT INCLUDE MOBILE COMMERCE REVENUES, OR
REVENUES FROM MOBILE ADVERTISING.
WE ARE SOCIAL’S PERSPECTIVE: APPS & MOBILE IN 2021
SHIFTS IN HOW WE’RE USING OUR PHONES
THROUGH THE LENS MOBILE MEDICINE MINDFUL DEVICES

As more apps get more sophisticated machine Health and wellness have long been a thriving Recent years have seen people take a more discerning
learning models built in – think Google Lens category in the app space, with emerging approach to mobile use. People don’t want to be cut
or Snapchat Scan – we’re seeing the purpose markets being especially reliant on small- off from their phones, but they do want a healthier
of smartphone cameras evolve away from screen services for access to certain services. relationship with them – especially given the emergence
simply capturing the world, and towards But in the wake of the pandemic, this desire from a screen-centric year in lockdown. As a result,
better understanding it. The ability for apps to for accessible, convenient, contact-free there’s a rising desire for mobile services and providers
recognise buildings and products, for example, healthcare has heightened the appeal for to support users in creating healthier habits – it’s why
gives platforms the ability to serve the user more mobile healthcare. With the NHS seeking to Apple’s Screen Time function has become so popular.
relevant information and services. It’s a shift that partner with mobile health app Babylon, we Moving forwards, people will expect apps and devices
the return of the QR code is a part of, too. are at a turning point in the mHealth space. to take an even more proactive approach to user health.
In 2021, brands will tap into this shift to In 2021, brands will be expected to help In 2021, brands will be expected
help audiences better understand, search people look after their health with increasing to help people create healthier
and engage the world around them. effectiveness from behind their screens. habits with their devices.
GLOBAL ECOMMERCE USE
JAN FINANCIAL INCLUSION FACTORS
2021 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
HAS AN ACCOUNT WITH HAS A HAS A MOBILE MAKES ONLINE PURCHASES

A FINANCIAL INSTITUTION CREDIT CARD MONEY ACCOUNT* AND / OR PAYS BILLS ONLINE
68.5% 18.4% 4.4% 29.0%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN
WITH A CREDIT CARD WITH A CREDIT CARD MAKING ONLINE TRANSACTIONS MAKING ONLINE TRANSACTIONS
17.0% 19.9% 27.7% 30.3%

SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JAN 2021). *NOTES: PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL
224 POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND
TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY.
JAN ECOMMERCE ACTIVITY OVERVIEW
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH
SEARCHED ONLINE FOR VISITED AN ONLINE USED A SHOPPING PURCHASED A PURCHASED A

A PRODUCT OR SERVICE RETAIL SITE OR STORE APP ON A MOBILE PRODUCT ONLINE PRODUCT ONLINE
TO BUY (ANY DEVICE) (ANY DEVICE) PHONE OR ON A TABLET (ANY DEVICE) VIA A MOBILE PHONE
81.5% 90.4% 69.4% 76.8% 55.4%
225 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
226
INDONESIA 87.1%
U.K. 85.5%
JAN
THAILAND 83.6%
2021
MALAYSIA 82.9%
POLAND 82.5%
GERMANY 81.6%
AUSTRIA 81.3%
TAIWAN 80.9%
U.S.A. 80.9%
PHILIPPINES 80.2%
ITALY 79.7%
SINGAPORE 79.7%
SOUTH KOREA 79.7%
SPAIN 79.3%
VIETNAM 78.7%
IRELAND 78.4%
CHINA 77.4%
SAUDI ARABIA 77.4%
WORLDWIDE 76.8%
INDIA 76.7%
ECOMMERCE ADOPTION
MEXICO 76.4%
NETHERLANDS 76.2%
BRAZIL 76.0%
TURKEY 75.0%
AUSTRALIA 74.9%
BELGIUM 74.8%
SWITZERLAND 74.5%
FRANCE 74.4%
HONG KONG 74.0%
JAPAN 73.7%
SWEDEN 73.7%
CANADA 73.6%
DENMARK 72.7%
ROMANIA 72.7%
ARGENTINA 72.5%
NEW ZEALAND 70.9%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ISRAEL 70.0%
PORTUGAL 69.1%
U.A.E. 67.2%
COLOMBIA 67.1%
RUSSIA 60.0%
SOUTH AFRICA 57.7%
EGYPT 56.6%
JAN ECOMMERCE ADOPTION BY AGE AND GENDER
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
77.7% 79.9% 79.9% 77.9% 79.5%

76.6% 74.6% 75.6%
72.6% 71.9%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
228
INDONESIA 79.1%
THAILAND 74.2%
JAN
PHILIPPINES 69.6%
2021
MALAYSIA 68.4%
SAUDI ARABIA 65.1%
CHINA 64.3%
TAIWAN 63.8%
VIETNAM 61.4%
SOUTH KOREA 59.9%
INDIA 57.3%
SINGAPORE 56.9%
WORLDWIDE 55.4%
TURKEY 54.8%
MEXICO 54.0%
HONG KONG 52.2%
U.A.E. 51.1%
BRAZIL 50.8%
U.S.A. 48.7%
ITALY 46.7%
U.K. 46.5%
IRELAND 45.9%
ARGENTINA 45.1%
COLOMBIA 45.0%
POLAND 42.9%
SPAIN 42.3%
ROMANIA 41.7%
MOBILE ECOMMERCE ADOPTION
ISRAEL 41.5%
EGYPT 40.1%
NETHERLANDS 39.3%
NEW ZEALAND 38.9%
SOUTH AFRICA 38.9%
SWEDEN 38.9%
GERMANY 37.7%
AUSTRIA 37.5%
AUSTRALIA 36.4%
PORTUGAL 36.1%
CANADA 35.5%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
SWITZERLAND 35.5%
DENMARK 34.3%
FRANCE 34.3%
RUSSIA 32.5%
JAPAN 32.1%
BELGIUM 31.2%
JAN MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
63.0% 61.8% 60.5%

58.1%
55.8% 55.4%
51.0%
46.9%
38.0%
35.8%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
230
POLAND 62.6%
AUSTRIA 57.5%
JAN
GERMANY 56.1%
2021
JAPAN 55.5%
SPAIN 54.9%
U.K. 53.5%
SWITZERLAND 52.4%
FRANCE 52.3%
BELGIUM 51.5%
TAIWAN 51.5%
AUSTRALIA 50.2%
U.S.A. 50.1%
CANADA 49.2%
IRELAND 48.3%
SWEDEN 48.1%
ISRAEL 48.0%
ITALY 47.7%
NEW ZEALAND 47.5%
ARGENTINA 47.1%
DENMARK 47.1%
PORTUGAL 46.6%
ROMANIA 45.2%
NETHERLANDS 45.1%
BRAZIL 44.7%
SINGAPORE 44.7%
COLOMBIA 41.7%
HONG KONG 41.7%
MEXICO 41.0%
SOUTH KOREA 40.9%
RUSSIA 40.3%
MALAYSIA 39.8%
TURKEY 39.0%
WORLDWIDE 34.2%
SOUTH AFRICA 33.6%
VIETNAM 33.3%
U.A.E. 29.7%
PHILIPPINES 29.0%
INDIA 28.1%
INDONESIA 26.9%
MAKING ECOMMERCE PURCHASES VIA A COMPUTER
THAILAND 25.1%
SAUDI ARABIA 23.1%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH
EGYPT 22.1%
CHINA 20.5%
JAN MAKING ECOMMERCE PURCHASES VIA A COMPUTER
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH
47.4% 47.7%
40.9% 41.2%
36.8%
33.0% 32.7%
29.3% 30.0%
26.1%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN GLOBAL ECOMMERCE SPEND BY CATEGORY
2021 THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2020, IN U.S. DOLLARS
! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL FIGURES MEAN VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
TRAVEL, MOBILITY, & FASHION ELECTRONICS & FOOD &

ACCOMMODATION* & BEAUTY PHYSICAL MEDIA PERSONAL CARE
$593.6 $665.6 $501.8 $413.8

FURNITURE & TOYS, DIY DIGITAL VIDEO

APPLIANCES & HOBBIES MUSIC GAMES
$330.9 $525.6 $21.73 $135.8

SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR ONLINE CONSUMER
232 SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.
 COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
JAN GLOBAL ECOMMERCE GROWTH BY CATEGORY
2021 YEAR-ON-YEAR GROWTH IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2020, IN U.S. DOLLARS
! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL FIGURES MEAN VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
TRAVEL, MOBILITY, & FASHION ELECTRONICS & FOOD &

ACCOMMODATION* & BEAUTY PHYSICAL MEDIA PERSONAL CARE
-51% +27% +18% +41%

FURNITURE & TOYS, DIY DIGITAL VIDEO
APPLIANCES & HOBBIES MUSIC GAMES
+20% +25% +26% +23%

SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-YEAR
233 ONLINE CONSUMER SPEND IN 2020 AND 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO
GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN MARKET OVERVIEW: CONSUMER GOODS ECOMMERCE
2021 SIZE AND GROWTH OF THE GLOBAL CONSUMER GOODS* ECOMMERCE MARKET (IN U.S. DOLLARS)
NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL GROWTH IN THE TOTAL AVERAGE ANNUAL SPEND
PURCHASING CONSUMER CONSUMER GOODS VALUE OF THE CONSUMER ON CONSUMER GOODS
GOODS VIA THE INTERNET* ECOMMERCE MARKET GOODS ECOMMERCE MARKET ECOMMERCE PURCHASES
3.47 $2.44 +25.7% $703

BILLION TRILLION
SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020 AND 2019, EXCLUDING B2B
234 SPEND. SEE STATISTA.COM FOR DETAILS. NOTES: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN ECOMMERCE ARPU: CONSUMER GOODS
2021 AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020, IN U.S. DOLLARS
$2,012
$1,863
$1,697
$1,686
$1,518
$1,492
$1,404
$1,356
$1,312
$1,244
$1,206
$1,192
$1,177
$1,147
$1,128
$1,102
$1,078
$1,011
$858
$835
$785
$758
$703
$675
$619
$602
$376
$371
$341
$304
$283
$247
$245
$223
$219
$216
$202
$185
$132
$91
$84
$84
$79
$77
$70
$68
SOUTH KOREA
SWITZERLAND
U.K.
U.S.A.
SWEDEN
AUSTRALIA
GERMANY
NETHERLANDS
DENMARK
HONG KONG
CHINA
ISRAEL
FRANCE
CANADA
AUSTRIA
NEW ZEALAND
JAPAN
IRELAND
U.A.E.
BELGIUM
SINGAPORE
SPAIN
WORLDWIDE
PORTUGAL
ITALY
POLAND
RUSSIA
MEXICO
MALAYSIA
TURKEY
ROMANIA
SAUDI ARABIA
COLOMBIA
ARGENTINA
INDONESIA
THAILAND
BRAZIL
SOUTH AFRICA
VIETNAM
PHILIPPINES
MOROCCO
INDIA
EGYPT
NIGERIA
KENYA
GHANA
SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020, EXCLUDING B2B SPEND. SEE
235 STATISTA.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN ECOMMERCE ARPU vs. GDP PER CAPITA
2021 AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020 vs. GDP PER CAPITA (CURRENT US$)*
11.8%
6.3%
6.1%
5.3%
4.9%
4.0%
4.0%
3.9%
3.8%
3.8%
3.7%
3.4%
3.3%
3.2%
3.1%
3.1%
3.0%
3.0%
2.9%
2.9%
2.9%
2.8%
2.7%
2.7%
2.7%
2.6%
2.6%
2.6%
2.6%
2.6%
2.6%
2.6%
2.6%
2.5%
2.3%
2.3%
2.3%
2.2%
2.2%
2.2%
2.0%
1.9%
1.8%
1.3%
1.2%
1.1%
CHINA
SOUTH KOREA
WORLDWIDE
INDONESIA
VIETNAM
U.K.
INDIA
KENYA
POLAND
COLOMBIA
MEXICO
NIGERIA
TURKEY
RUSSIA
GHANA
SOUTH AFRICA
GERMANY
MALAYSIA
SWEDEN
FRANCE
PORTUGAL
THAILAND
ISRAEL
AUSTRALIA
JAPAN
MOROCCO
NEW ZEALAND
EGYPT
PHILIPPINES
NETHERLANDS
U.S.A.
SPAIN
HONG KONG
CANADA
BRAZIL
SWITZERLAND
ARGENTINA
AUSTRIA
ROMANIA
DENMARK
U.A.E.
ITALY
BELGIUM
IRELAND
SINGAPORE
SAUDI ARABIA
SOURCES: STATISTA DIGITAL MARKET OUTLOOK (JAN 2021). SEE STATISTA.COM FOR MORE DETAILS. GDP DATA FROM THE WORLD BANK (JAN 2021) *NOTES: ARPU VALUES REPRESENT ONLINE
236 B2C SPEND ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR
STREAMING SERVICES. GDP COMPARISONS USE CURRENT UNITED STATES DOLLARS VALUES, NOT THE ‘INTERNATIONAL DOLLARS’ USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.
JAN ECOMMERCE: MONTHLY TRAFFIC INDEX
2021 INDEXED COMPARISON OF MONTHLY ECOMMERCE TRAFFIC IN 2020, BASED ON BENCHMARK VALUES FOR JANUARY 2020
127
119
109 111
100 104 102
95 99 97 95
89
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
237 COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.
JAN ECOMMERCE: INDEX OF TIME PER SESSION
2021 INDEXED COMPARISON OF THE AVERAGE SESSION DURATION FOR ECOMMERCE PROPERTIES, BASED ON BENCHMARK VALUES FOR JANUARY 2020
117
109 106 109
105
100 99 101
91 94 92
84
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE: CONVERSION RATE INDEX
2021 INDEXED COMPARISON OF AVERAGE MONTHLY ECOMMERCE CONVERSION RATES IN 2020, BASED ON BENCHMARK VALUES FOR JANUARY 2020
152 152
132 130 129 130 131

123 125
105 108
100
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE TRANSACTION INDEX: ALL CATEGORIES
2021 INDEXED COMPARISON OF MONTHLY ECOMMERCE TRANSACTIONS IN 2020, BASED ON BENCHMARK VALUES FOR JANUARY 2020
191
178
141 142
133 127
126
116 117
101 107
100
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE TRANSACTION INDEX: SUPERMARKETS
2021 INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE SUPERMARKET CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020
246
226 226 228
188 189
169 173
161
151
100 98
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE TRANSACTION INDEX: FASHION
2021 INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE FASHION CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020
190
170
141 142
120 114 110
100 102
92 95
88
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE TRANSACTION INDEX: RETAIL TECH
2021 INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE RETAIL TECH CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020
238
218
187
171 167 164
163
141 149 150
115
100
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE TRANSACTION INDEX: LUXURY ITEMS
2021 INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE LUXURY ITEMS CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020
240
185
139
121 115 110
100 102 101 97
87
74
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
JAN ECOMMERCE TRANSACTION INDEX: CONSUMER FINANCE
2021 INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE CONSUMER FINANCE* CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020
130
123
113 114 115 114
106 107
100
85 81
60
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN 01 JAN 2020 TO 31 DEC 2020 ACROSS
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE. *NOTE: INCLUDES BANKING AND INSURANCE.
JAN ECOMMERCE TRANSACTION INDEX: TOURISM
2021 INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE TOURISM CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020
112
100
81
74
67 67
61
55
45 45
24
11
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020
247
THAILAND 68.1%
SOUTH AFRICA 64.0%
JAN
POLAND 57.7%
2021
IRELAND 57.3%
BRAZIL 57.0%
SINGAPORE 55.8%
MALAYSIA 55.7%
SWEDEN 55.4%
SOUTH KOREA 53.8%
U.K. 53.3%
ISRAEL 52.9%
HONG KONG 51.7%
NETHERLANDS 51.3%
SPAIN 51.3%
CANADA 51.0%
NEW ZEALAND 51.0%
KENYA 50.4%
MEXICO 49.4%
ROMANIA 49.3%
TAIWAN 49.2%
AUSTRALIA 48.9%
RUSSIA 48.3%
ARGENTINA 48.2%
TURKEY 48.2%
NIGERIA 47.9%
AUSTRIA 47.5%
BELGIUM 47.2%
SAUDI ARABIA 47.0%
SWITZERLAND 46.7%
COLOMBIA 46.1%
DENMARK 46.0%
FRANCE 43.3%
U.S.A. 43.1%
PHILIPPINES 42.1%
ITALY 41.8%
VIETNAM 40.1%
INDONESIA 39.2%
WORLDWIDE 38.7%
GERMANY 38.6%
PORTUGAL 37.4%
U.A.E. 37.2%
USE OF BANKING AND FINANCIAL SERVICES APPS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY USE MOBILE BANKING OR FINANCIAL SERVICES APPS EACH MONTH
INDIA 32.3%
CHINA 27.7%
JAPAN 24.7%
EGYPT 18.4%
GHANA 17.4%
MOROCCO 14.2%
248
CANADA 82.6%
ISRAEL 75.0%
JAPAN
JAN
68.4%
2021
U.S.A. 65.6%
SWITZERLAND 65.5%
HONG KONG 65.4%
U.K. 65.4%
SOUTH KOREA 63.7%
NEW ZEALAND 60.9%
AUSTRALIA 59.7%
SPAIN 53.9%
SOURCE: THE WORLD BANK (ACCESSED JAN 2021).

TAIWAN 53.5%
GERMANY 52.5%
IRELAND 50.9%
SINGAPORE 48.9%
BELGIUM 48.4%
AUSTRIA 46.6%
U.A.E. 45.4%
SWEDEN 45.0%
DENMARK 44.7%
ITALY 42.5%
TURKEY 41.6%
FRANCE
PERCENTAGE OF ADULTS AGED 15+ THAT POSSESS A CREDIT CARD
40.9%
NETHERLANDS 39.1%
PORTUGAL 33.6%
CREDIT CARD PENETRATION
BRAZIL 27.0%
ARGENTINA 24.0%
MALAYSIA 21.3%
CHINA 20.8%
RUSSIA 20.1%
WORLDWIDE 18.4%
POLAND 16.5%
SAUDI ARABIA 16.3%
COLOMBIA 13.9%
ROMANIA 11.7%
THAILAND 9.8%
MEXICO 9.5%
SOUTH AFRICA 8.9%
GHANA 5.8%
KENYA 5.7%
VIETNAM 4.1%
EGYPT 3.3%
INDIA 3.0%
NIGERIA 2.6%
INDONESIA 2.4%
PHILIPPINES 1.9%
MOROCCO 0.2%
JAN MARKET OVERVIEW: DIGITAL PAYMENTS
2021 SIZE AND GROWTH OF THE DIGITAL PAYMENTS MARKET (IN U.S. DOLLARS)
NUMBER OF PEOPLE TOTAL ANNUAL VALUE ANNUAL CHANGE IN THE AVERAGE TOTAL ANNUAL VALUE OF
MAKING DIGITALLY ENABLED OF DIGITALLY ENABLED VALUE OF DIGITALLY ENABLED DIGITAL PAYMENT TRANSACTIONS
PAYMENT TRANSACTIONS* CONSUMER PAYMENTS CONSUMER PAYMENTS PER DIGITAL PAYMENTS USER
3.47 $4.93 +24% $1,421

BILLION TRILLION
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR FINTECH (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA.
249 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED PAYMENTS” INCLUDE PAYMENTS FOR PRODUCTS AND SERVICES
MADE OVER THE INTERNET, AND MOBILE PAYMENTS AT POINT-OF-SALE (POS) VIA SMARTPHONE APPS.
250
HONG KONG 46.7%
THAILAND 45.3%
JAN
TAIWAN 42.6%
2021
SAUDI ARABIA 41.7%
SINGAPORE 37.5%
INDIA 36.9%
BRAZIL 36.5%
DENMARK 36.4%
POLAND 35.5%
CHINA 34.6%
VIETNAM 33.0%
U.A.E. 31.4%
WORLDWIDE 30.9%
SWITZERLAND 30.8%
KENYA 30.7%
PHILIPPINES 29.9%
GERMANY 29.7%
SOUTH KOREA 29.5%
MALAYSIA 29.4%
AUSTRIA 29.2%
INDONESIA 29.2%
RUSSIA 28.4%
U.S.A. 28.3%
SPAIN 27.8%
U.K. 27.7%
MEXICO 26.7%
IRELAND 26.4%
AUSTRALIA 25.1%
JAPAN 25.0%
SOUTH AFRICA 24.6%
USE OF MOBILE PAYMENT SERVICES
PORTUGAL 24.4%
NIGERIA 24.1%
ROMANIA 23.3%
NEW ZEALAND 22.1%
CANADA 21.6%
NETHERLANDS 21.4%
ARGENTINA 21.2%
SWEDEN 21.1%
ITALY 21.0%
EGYPT 20.6%
COLOMBIA 20.4%
BELGIUM 18.3%
ISRAEL 17.0%
FRANCE 14.8%
TURKEY 14.8%
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) IN THE PAST MONTH
11.7%
GHANA 11.2%
JAN USE OF MOBILE PAYMENT SERVICES
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) IN THE PAST MONTH
33.5% 34.1%
32.9%
31.2% 30.8% 30.6%
28.6% 27.6% 27.6%
22.7%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN PAYING FOR DIGITAL CONTENT
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH
84.8%
83.3%
82.4%
78.7%
76.0%
74.6%
73.4%
72.5%
71.6%
71.5%
70.4%
70.3%
70.3%
69.9%
68.9%
67.4%
67.4%
67.1%
66.8%
66.6%
66.0%
64.9%
64.9%
64.6%
63.9%
63.8%
62.9%
62.7%
62.3%
62.2%
61.9%
61.8%
61.7%
61.7%
60.3%
59.7%
58.8%
57.6%
56.9%
56.4%
55.6%
48.7%
46.0%
44.4%
44.3%
42.6%
32.4%
CHINA
MEXICO
VIETNAM
INDIA
BRAZIL
NIGERIA
ARGENTINA
WORLDWIDE
U.S.A.
KENYA
SAUDI ARABIA
SWEDEN
THAILAND
SOUTH AFRICA
IRELAND
GERMANY
PHILIPPINES
DENMARK
INDONESIA
AUSTRALIA
U.K.
AUSTRIA
COLOMBIA
NEW ZEALAND
SPAIN
CANADA
U.A.E.
GHANA
MALAYSIA
TURKEY
SOUTH KOREA
POLAND
ITALY
NETHERLANDS
SWITZERLAND
HONG KONG
MOROCCO
SINGAPORE
EGYPT
TAIWAN
FRANCE
BELGIUM
ISRAEL
ROMANIA
JAPAN
PORTUGAL
RUSSIA
252 *NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES,
MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS.
JAN PAYING FOR DIGITAL CONTENT
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH
79.2% 79.8%
76.5% 75.9%
73.8%
71.1%
63.4% 64.3%
53.9%
49.8%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
253 *NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES,
MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS.
JAN TYPES OF DIGITAL CONTENT PEOPLE PAY FOR
2021 PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO HAVE PAID FOR EACH TYPE OF DIGITAL CONTENT IN THE PAST MONTH
MOVIE OR TV STREAMING SERVICE 31.2%

MUSIC STREAMING SERVICE 25.0%
MUSIC DOWNLOAD 20.6%
MOBILE GAME 17.8%
MOVIE OR TV DOWNLOAD 17.8%
MOBILE APP 17.7%
STUDY OR LEARNING MATERIALS 14.9%
E-BOOK 13.4%
IN-APP PURCHASES 11.5%
SOFTWARE PACKAGE 10.2%
NEWS SERVICE 10.0%
PREMIUM WEB SERVICE 9.2%
SUBSCRIPTION TO AN ONLINE MAGAZINE 8.2%
DIGITAL GIFTS 8.1%
DATING SERVICE 5.9%
JAN MARKET OVERVIEW: RIDE-HAILING
2021 SIZE AND GROWTH OF THE RIDE-HAILING MARKET (IN U.S. DOLLARS)
NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL CHANGE IN THE TOTAL ANNUAL REVENUE PER
USING DIGITALLY ENABLED DIGITALLY ENABLED VALUE OF THE DIGITALLY ENABLED USER OF DIGITALLY ENABLED
RIDE-HAILING SERVICES* RIDE-HAILING MARKET RIDE-HAILING MARKET RIDE-HAILING SERVICES
610 $69.17 -43.6% $113.26

MILLION BILLION
SOURCE: STATISTA MARKET OUTLOOK FOR ONLINE MOBILITY SERVICES (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA.
255 SEE STATISTA.COM/OUTLOOK/MOBILITY-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED RIDE-HAILING SERVICES” INCLUDE TRANSPORTATION NETWORK
COMPANIES THAT OFFER RIDES IN PRIVATE VEHICLES (E.G. UBER, DIDI, GRAB), RIDE-POOLING SERVICES, AND REGULAR TAXI SERVICES BOOKED ONLINE OR THROUGH A SMARTPHONE APP.
256
INDONESIA 65.3%
BRAZIL 54.1%
JAN
SINGAPORE 54.1%
2021
MEXICO 49.5%
MALAYSIA 39.6%
SAUDI ARABIA 39.5%
VIETNAM 38.8%
SOUTH AFRICA 37.3%
KENYA 36.1%
RUSSIA 35.0%
EGYPT 33.7%
THAILAND 31.9%
CHINA 30.0%
PHILIPPINES 29.9%
COLOMBIA 29.7%
WORLDWIDE 28.3%
INDIA 25.5%
GHANA 24.7%
U.A.E. 24.5%
SPAIN 22.6%
PORTUGAL 22.2%
AUSTRALIA 21.9%
ARGENTINA 21.4%
POLAND 20.6%
USE OF RIDE-HAILING APPS
NIGERIA 19.9%
NEW ZEALAND 19.8%
U.S.A. 17.2%
TAIWAN 17.0%
ROMANIA 15.9%
HONG KONG 15.3%
FRANCE 15.2%
U.K. 14.5%
CANADA 13.7%
ISRAEL 13.4%
AUSTRIA 11.3%
SOUTH KOREA 10.3%
SWEDEN 10.3%
TURKEY 9.6%
IRELAND 9.3%
SWITZERLAND 9.1%
GERMANY 7.4%
ITALY 6.1%
BELGIUM 5.3%
DENMARK 5.3%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE RIDE-HAILING OR TAXI BOOKING SERVICE IN THE PAST MONTH
NETHERLANDS 4.3%
JAPAN 4.1%
MOROCCO 3.6%
JAN USE OF RIDE-HAILING APPS
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED AN ONLINE RIDE-HAILING OR TAXI BOOKING SERVICE IN THE PAST MONTH
34.0%
31.3% 31.9%
29.8% 30.0%
27.6%
22.4%
21.3%
18.0%
15.8%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN MARKET OVERVIEW: ONLINE FOOD DELIVERY
2021 SIZE AND GROWTH OF THE MARKET FOR ONLINE SERVICES PROVIDING TAKE-AWAY FOOD DELIVERY (IN U.S. DOLLARS)
NUMBER OF PEOPLE USING TOTAL VALUE OF ANNUAL CHANGE IN THE ANNUAL REVENUE PER
ONLINE SERVICES TO ORDER THE ONLINE FOOD TOTAL VALUE OF THE ONLINE USER OF ONLINE FOOD
TAKE-AWAY FOOD DELIVERY* DELIVERY MARKET FOOD DELIVERY MARKET DELIVERY SERVICES
1.21 $136.4 +27% $112

BILLION BILLION
SOURCE: STATISTA MARKET OUTLOOK FOR E-SERVICES (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA. SEE STATISTA.COM/OUTLOOK/
258 DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “ONLINE FOOD DELIVERY” INCLUDES ORDERS FOR FOOD DELIVERY MADE THROUGH INTERNET-POWERED SERVICES,
INCLUDING RESTAURANT-TO-CONSUMER AND PLATFORM-TO-CONSUMER DELIVERY SERVICES.
259
INDONESIA 74.4%
BRAZIL 66.6%
JAN
MALAYSIA 66.5%
2021
CHINA 66.4%
U.A.E. 65.1%
SINGAPORE 63.9%
SAUDI ARABIA 63.7%
MEXICO 62.3%
PHILIPPINES 62.0%
THAILAND 61.0%
COLOMBIA 60.9%
INDIA 58.1%
SOUTH AFRICA 56.1%
VIETNAM 56.0%
WORLDWIDE 55.5%
ARGENTINA 54.8%
TAIWAN 53.9%
TURKEY 53.0%
SOUTH KOREA 52.0%
HONG KONG 51.4%
IRELAND 48.6%
POLAND 46.9%
U.K. 45.5%
AUSTRALIA 45.3%
U.S.A. 45.3%
SPAIN 43.2%
ISRAEL 42.4%
NEW ZEALAND 42.0%
EGYPT 41.3%
ROMANIA 40.6%
CANADA 40.1%
PORTUGAL 39.0%
NETHERLANDS 38.5%
DENMARK 38.2%
ITALY 34.7%
AUSTRIA 32.1%
SWEDEN 30.5%
BELGIUM 29.5%
GERMANY 28.9%
ORDERING TAKE-AWAY FOOD ONLINE FOR DELIVERY
SWITZERLAND 28.3%
RUSSIA 27.5%
FRANCE 26.5%
JAPAN 15.9%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE SERVICE TO ORDER TAKE-AWAY FOOD FOR DELIVERY IN THE PAST MONTH
JAN ORDERING TAKE-AWAY FOOD ONLINE FOR DELIVERY
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED AN ONLINE SERVICE TO ORDER TAKE-AWAY FOOD FOR DELIVERY IN THE PAST MONTH
63.7% 61.9%
59.4% 57.3% 58.2%
56.5%
47.7% 46.8%
35.3% 36.1%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
HOOTSUITE’S PERSPECTIVE: DIGITAL COMMERCE TRENDS
GO LIVE FOCUS ON 1:1 CUSTOMER CARE INSPIRE INCREMENTAL REVENUE

Livestreaming on social platforms, While social commerce features now enable people Online shopping is typically a
already popularized in China’s booming to browse and buy products directly within networks very task-oriented activity, which
ecommerce industry, has given brands, like Facebook and Instagram, social media is equally takes a lot of fun and discovery
experts, and influencers new ways to important in the pre-purchase and post-purchase out of the buying process. Use
connect and sell to customers without experience. According to GWI, 3 out of 5 internet Instagram Live or Pinterest, for
relying on in-person events. Nearly half users say bad customer service negatively affects their example, to show off lesser
(49%) of online shoppers agree, “I would purchasing decisions, more than bad press or a poor known products, or to inspire
buy products directly from live videos environmental record. Customers are looking for fast, some of the impulse purchases
where brands, celebrities or influencers I empathetic, 1:1 human connection while navigating online that people would typically have
follow are launching new products.” purchases—exactly what social media was made for. made at the last minute in-store.
Click here to read Hootsuite’s full Social Trends 2021 report.

WE ARE SOCIAL’S PERSPECTIVE: E-COMMERCE IN 2021
SHIFTS IN HOW WE SHOP AND SPEND ON SOCIAL
LIVE STREAMED SHOPPING SOCIAL DISCOVERY PREMIUM E-COMMERCE

Livestream shopping generated $449.5 ‘Omnichannel shopping’ is a phrase that’s The accessibility of social media has often been
million in sales in a single day in China on been making the rounds for a few years considered at odds with exclusivity and the
1 July 2020, with influencers like Viya and now, but data suggests that user behaviour mystique of certain brands and industries. But
‘Lipstick King’ Li Jiaqi engaging millions has now began to truly reflect it. With GWI’s with e-commerce now central to how people
of potential consumers each day. But research finding that social networks have shop regardless of industry, no brand can
bolstered by the increase in online video overtaken search engines as the most popular ignore its importance. In this landscape, we’re
viewing, and openness to e-commerce method of online brand research for people beginning to see people seek out more exclusive
during lockdown, this behaviour is aged 16 to 24, social media’s role in the digital experiences, gained through more
making its mark on the global internet. purchase journey continues to expand. intimate formats and higher quality services.
In 2021, brands and creators will use In 2021, brands will harness social In 2021, certain industries and
live streaming tools to bring people channels and search as key drivers brands will increasingly be expected to
closer to products, and online shopping of brand and product discovery premiumise the digital customer experience
experiences will double as entertainment
DIGITAL MARKETING
JAN SOURCES OF BRAND DISCOVERY
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
SEARCH ENGINES 33.9%
ADS ON TELEVISION 32.6%
WORD-OF-MOUTH RECOMMENDATIONS 29.4%
ADS ON SOCIAL MEDIA 28.2%
BRAND OR PRODUCT WEBSITES 27.6%
ONLINE RETAIL WEBSITES 26.0%
ADS ON WEBSITES 25.3%
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA 24.4%
TV SHOWS OR FILMS 24.2%
CONSUMER REVIEW WEBSITES 24.0%
265
BRAZIL 75.7%
PHILIPPINES 74.1%
JAN
INDONESIA 73.9%
2021
TURKEY 72.9%
KENYA 71.2%
ARGENTINA 70.8%
ROMANIA 69.1%
MALAYSIA 68.2%
AUSTRIA 67.6%
MEXICO 67.4%
PORTUGAL 67.2%
ISRAEL 67.0%
SOUTH KOREA 66.6%
COLOMBIA 65.2%
SOUTH AFRICA 64.9%
NIGERIA 63.7%
SPAIN 63.7%
NEW ZEALAND 63.5%
POLAND 63.4%
TAIWAN 61.5%
IRELAND 61.3%
ITALY 61.3%
SWITZERLAND 61.3%
NETHERLANDS 60.7%
U.K. 60.6%
SINGAPORE 59.8%
ONLINE PRODUCT RESEARCH
GERMANY 59.3%
SWEDEN 58.8%
CANADA 58.6%
THAILAND 58.5%
AUSTRALIA 58.2%
SAUDI ARABIA 57.7%
RUSSIA 57.4%
VIETNAM 56.5%
WORLDWIDE 55.6%
U.S.A. 55.2%
JAPAN 55.1%
BELGIUM 54.5%
FRANCE 54.4%
U.A.E. 53.6%
DENMARK 53.0%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE
HONG KONG 52.7%

EGYPT 51.6%
INDIA 51.4%
GHANA 46.4%
CHINA 42.8%
MOROCCO 35.9%
JAN RESEARCH PRODUCTS ONLINE
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE
58.7% 60.0% 60.3%

56.1% 56.3% 57.7% 57.8%
54.7%
51.3% 52.2%
16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
JAN PRIMARY CHANNELS FOR BRAND RESEARCH
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
SOCIAL NETWORKS 44.8%
CONSUMER REVIEWS 39.3%
PRODUCT AND BRAND WEBSITES 36.4%
PRICE COMPARISON WEBSITES 30.5%
MOBILE APPS 28.7%
VIDEO SITES 21.8%
PRODUCT AND BRAND BLOGS 21.2%
Q&A SERVICES (E.G. QUORA) 21.1%
DISCOUNT VOUCHER WEBSITES 20.9%
JAN PRIMARY CHANNELS FOR BRAND RESEARCH
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
16 TO 24
YEARS OLD
25 TO 34
YEARS OLD
35 TO 44
YEARS OLD
45 TO 54
YEARS OLD
55 TO 64
YEARS OLD
JAN BRAND-RELATED ONLINE ACTIVITIES
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PERFORMED EACH ACTIVITY ONLINE IN THE PAST MONTH
VISITED A BRAND’S WEBSITE 50.4%

WATCHED A VIDEO MADE BY A BRAND 24.8%
FOLLOWED A BRAND ON A SOCIAL NETWORK* 23.2%
READ AN EMAIL OR NEWSLETTER FROM A BRAND 21.9%
VISITED A BRAND’S SOCIAL NETWORK PAGE 21.9%
DOWNLOADED OR USED A BRANDED APP 17.5%
USED A SOCIAL “SHARE” BUTTON ON A WEBSITE 16.9%
CLICKED ON A PROMOTED POST ON A SOCIAL NETWORK 15.8%
CLICKED ON AN ONLINE AD ON A WEBSITE 15.5%
ASKED A QUESTION TO A BRAND ON A SOCIAL NETWORK 14.4%
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE 14.4%
READ A BRANDED BLOG 14.0%
PLAYED A BRANDED GAME 13.9%
USED A QR CODE PROVIDED BY A COMPANY OR BRAND 13.6%
STOPPED FOLLOWING A BRAND ON A SOCIAL NETWORK* 13.4%
USED A LIVE-CHAT SERVICE ON A COMPANY WEBSITE 12.6%
269 *NOTE: “FOLLOWING” INCLUDES “LIKING” A BRAND’S SOCIAL MEDIA PAGE OR ACCOUNT.
JAN VALUE OF THE DIGITAL ADVERTISING MARKET
2021 TOTAL SPEND (IN U.S. DOLLARS) ON DIGITAL ADVERTISING IN 2020, WITH DETAIL OF SPEND IN INDIVIDUAL DIGITAL ADVERTISING SUB-CATEGORIES
TOTAL DIGITAL AD SPEND ON DIGITAL SPEND ON SOCIAL

SPEND IN 2020 SEARCH ADS IN 2020 MEDIA ADS IN 2020
$355.6 $152.7 $97.66

BILLION BILLION BILLION
SPEND ON DIGITAL SPEND ON DIGITAL SPEND ON DIGITAL

BANNER ADS IN 2020 VIDEO ADS IN 2020 CLASSIFIED ADS IN 2020
$53.31 $33.27 $18.64

BILLION BILLION BILLION
SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JAN 2021). FIGURES REPRESENT FULL-YEAR DIGITAL ADVERTISING SPEND FOR 2020.
270 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: SPEND VALUES ARE IN U.S. DOLLARS. INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES
DO NOT INCLUDE SPEND ON E-MAIL MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.
JAN DIGITAL ADVERTISING MARKET: VALUE GROWTH
2021 YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL ADVERTISING MARKET BETWEEN 2019 AND 2020, INCLUDING SUB-CATEGORY CHANGES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN

IN TOTAL DIGITAL AD SPEND DIGITAL SEARCH AD SPEND SOCIAL MEDIA AD SPEND
+6.5% +6.8% +9.1%

YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN
DIGITAL BANNER AD SPEND DIGITAL VIDEO AD SPEND DIGITAL CLASSIFIED AD SPEND
+2.6% +9.3% -1.6%

SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JAN 2021). FIGURES COMPARE FULL-YEAR DIGITAL ADVERTISING SPEND IN 2020 TO EQUIVALENT DATA FOR 2019.
271 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL
MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.
JAN QUARTERLY CHANGE IN PAID SEARCH AD IMPRESSIONS
2021 QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF PAID SEARCH AD IMPRESSIONS, REPORTED AS AN INDEX
168
123 124
100
79
-21% +56% +1% +35%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
272 CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
JAN QUARTERLY CHANGE IN PAID SEARCH AD CLICKS
2021 QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF CLICKS ON PAID SEARCH ADS, REPORTED AS AN INDEX
154
112 119
100
83
-17% +35% +6% +30%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
JAN QUARTERLY CHANGE IN PAID SEARCH AD CTR
2021 QUARTER-ON-QUARTER CHANGE IN THE AVERAGE GLOBAL CLICK-THROUGH RATE (CLICKS vs. IMPRESSIONS) FOR PAID SEARCH ADS
2.0%
1.9% 1.8%
1.7% 1.7%
+6% -14% +5% -4%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE CLICK-THROUGH RATES. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
JAN QUARTERLY CHANGE IN PAID SEARCH AD SPEND
2021 QUARTER-ON-QUARTER CHANGE IN THE TOTAL AMOUNT THAT ADVERTISERS SPENT ON PAID SEARCH ADS, REPORTED AS AN INDEX
132
100 100
76 78
-24% +3% +27% +32%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
JAN QUARTERLY CHANGE IN PAID SEARCH AD CPC
2021 QUARTER-ON-QUARTER CHANGE IN THE GLOBAL AVERAGE ‘COST-PER-CLICK’ (CPC) OF PAID SEARCH ADS (IN U.S. DOLLARS)
$0.67
$0.61
$0.56 $0.57
$0.47
-9% -24% +21% +2%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE COST-PER-CLICK. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE.
276 VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES.
 COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD IMPRESSIONS
2021 QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF AD IMPRESSIONS SERVED VIA SOCIAL MEDIA PLATFORMS, REPORTED AS AN INDEX
130
100 105 105 103
+5% +0.4% -2% +26%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD CLICKS
2021 QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF CLICKS ON SOCIAL MEDIA ADS, REPORTED AS AN INDEX
123
100 100 94
88
-12% +13% -5% +31%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD CTR
2021 QUARTER-ON-QUARTER CHANGE IN THE AVERAGE GLOBAL CLICK-THROUGH RATE (CLICKS vs. IMPRESSIONS) ON SOCIAL MEDIA ADS
1.1%
1.1% 1.0% 1.1%
0.9%
-16% +13% -4% +4%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE CLICK-THROUGH RATES. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD SPEND
2021 QUARTER-ON-QUARTER CHANGE IN THE TOTAL AMOUNT THAT ADVERTISERS SPENT ON SOCIAL MEDIA ADS, REPORTED AS AN INDEX
139
100
82 86
77
-18% -5% +12% +61%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD CPM
2021 QUARTER-ON-QUARTER CHANGE IN THE GLOBAL AVERAGE ‘COST-PER-MILLE’ (CPM) OF SOCIAL MEDIA ADS (IN U.S. DOLLARS)
$6.65
$6.23
$5.21
$4.87 $4.59
-22% -6% +14% +28%

Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE COST-PER-MILLE (COST PER 1,000 IMPRESSIONS). PERCENTAGES IN THE WHITE CIRCLES SHOW
281 QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY
ACCOUNTS IN 150 COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
HOOTSUITE’S PERSPECTIVE: DIGITAL ADVERTISING TRENDS
SOCIAL AD BUDGETS GET A BOOST ALL EYES ON INSTAGRAM

With impressive reach and precise targeting Our survey found that more than 60% of organizations are
capabilities, it’s no surprise that social planning on increasing their investment in Instagram in 2021.
advertising budgets are set to increase in 2021. With broad demographics, new social commerce features, and
According to our Social Trends survey, 60% opportunities for both brand storytelling and lead generation in
of organizations that run social ads intend to Stories, Instagram continues to deliver strong value for brands
spend more on them in 2021. looking to balance brand and performance marketing.
Hootsuite makes it easy to publish photos, videos,

stories,and carousels to Instagram. Learn more here.
MORE INFORMATION
CLICK THE LOGOS TO ACCESS ADDITIONAL
CONTENT, INSIGHTS, AND RESOURCES
FROM WE ARE SOCIAL AND HOOTSUITE:
WE ARE SOCIAL HOOTSUITE

SPECIAL THANKS: GWI
GWI (formerly GlobalWebIndex) is a target audience company that provides consumer
insight across 46 countries to the world’s leading brands, communication agencies and media
organizations. The company runs a global survey representing more than 2 billion connected
consumers, which offers up over 40,000 data points on the behaviors and perceptions of internet
users around the world. Using the subscription-based platform, clients can gather in-depth insights
into audience behaviors, attitudes and interests through a combination of survey data and analytics.
90% GLOBAL ONGOING DATA COLLECTION CROSS-DEVICE

COVERAGE ACROSS 46 MARKETS COVERAGE
Learn more at https://www.globalwebindex.com

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 over 90 digital markets within verticals including e-commerce, digital media,
advertising, smart home, and fintech for over 150 countries and regions.
96% OF THE GLOBAL OVER 150 COUNTRIES 98% OF WORLDWIDE MORE THAN 30,000
INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS
Learn more about Statista at https://www.statista.com

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 https://www.gsmaintelligence.com

SPECIAL THANKS: SEMRUSH
Semrush is an online visibility management and content marketing SaaS platform
that ensures businesses get measurable results from their online marketing.
6+ MILLION 190 GEOGRAPHICAL DATA FOR MOBILE HISTORICAL DATA

GLOBAL USERS DATABASES AND DESKTOP BACK TO 2012
Learn more at https://www.semrush.com

SPECIAL THANKS: APP ANNIE
App Annie is the industry’s most trusted mobile data and analytics platform. App Annie’s mission is
to help customers create winning mobile experiences and achieve excellence. Founded in 2010, the
company launched the first mobile market data solution. In 2020, App Annie launched App Annie
Ascend, an advertising analytics solution, making it the first company in its space to offer a side-by-side
view of market data and companies’ own data to support mission-critical business decisions. Together,
these solutions comprise the industry’s most complete mobile performance platform. More than 1,100
enterprise clients and 1 million registered users across all geographies and industries rely on App Annie
to drive their mobile business. The company is headquartered in San Francisco with 12 offices worldwide.
1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED

REGISTERED USERS DATA 150 COUNTRIES SERVICE & SUPPORT
Learn more about App Annie at https://www.appannie.com

SPECIAL THANKS: SIMILARWEB
SimilarWeb provides the measure of the digital world. With an international online panel consisting
of hundreds of millions of devices, SimilarWeb provides granular insights about any website or
app across a wide array of industries. Global brands such as Google, eBay, and adidas rely
on SimilarWeb to understand, track and grow their digital market share. The company has 450
employees and offices spanning four continents. SimilarWeb has been named one of Wall
Street’s Secret Weapons, and one of Calcalist’s 2018 List of 50 Most Promising Israeli Startups.
WEB APP GLOBAL GRANULAR

INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS
Learn more about SimilarWeb at https://www.similarweb.com

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 ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE
OVER 300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY
Learn more about Locowise at https://locowise.com

SPECIAL THANKS: KENSHOO
Kenshoo is the only independent, global marketing
platform for strategy, measurement, and best-of-breed
activation across all of the world’s most important media.
2,000+ BRANDS $350B CLIENT REVENUE $7B SPEND UNDER 5,000 EVENTS
AND AGENCIES GENERATED ANNUALLY MANAGEMENT TRACKED PER SECOND
Learn more about Kenshoo at https://kenshoo.com

DATA SOURCES
POPULATION & DEMOGRAPHICS: United (accessed Jan 2021). Data on use of data misuse fears, ECOMMERCE: Adoption by device, gender and
Nations World Population Prospects, 2019 Revision; voice search, and ad blockers from GWI* (Q3 2020). age: GWI* (Q3 2020); Ecommerce spend: Statista
U.S. Census Bureau (accessed Jan 2021); United Concerns about ‘fake news’ from Reuters Institute Digital Market Outlook and Statista Mobility Services
Nations World Urbanization Prospects, 2018 Revision; Digital News Report 2020. Content streaming insights Outlook* (both accessed Jan 2021); GWI* (Q3
local government bodies (latest data available in Jan from GWI* (Q3 2020). Smart Home insights from 2020). Consumer goods: Statista Digital Market
2021). Literacy rates: UNESCO Institute for Statistics; Statista Digital Market Outlook* (accessed Jan 2021); Outlook* (accessed Jan 2021). Mobile payments:
UNICEF Data; World Bank DataBank; Pew Research; GWI* (Q3 2020). Statista Digital Market Outlook* (accessed Jan 2021);
Ethnologue; IndexMundi; CIA World Factbook (all GWI* (Q3 2020). Ride-hailing: Statista Mobility
accessed Jan 2021). GDP and financial inclusions SOCIAL MEDIA: Social media platforms’ self-service Services Outlook* (accessed Jan 2021); GWI* (Q3
data: World Bank DataBank; IMF Data; CIA World advertising tools; company earnings announcements; 2020). Online food delivery: Statista Digital Market
Factbook (all accessed Jan 2021). Device ownership press releases and promotional materials; remarks by Outlook* (accessed Jan 2021); GWI* (Q3 2020).
and time spent by media: GWI* (Q3 2020). senior platform executives at public events; statements Credit card penetration: World Bank (accessed Jan
on company websites; reports in reputable media; 2021).
INTERNET: ITU Statistics; Eurostat Data Explorer; OCDH (all latest data available in January 2021).
GWI; local government authorities; CNNIC; APJII Time spent from GWI* (Q3 2020). Facebook and ADVERTISING: Brand discovery and research
(all accessed January 2021). Mobile internet share Instagram engagement benchmarks from Locowise channels: GWI* (Q3 2020). Market value: Statista
based on data from GWI* (Q3 2020); extrapolations (Jan 2021). YouTube search insights from Google Digital Market Outlook* and Statista Advertising &
of data reported in Facebook’s self-serve advertising Trends (accessed Jan 2021). Twitter emoji insights Media Outlook* (both accessed Jan 2021). Quarterly
tools. Internet connection speeds from Ookla Speedtest from Emojitracker (accessed Jan 2021). Top pages, evolution benchmarks: Kenshoo (Jan 2021).
(accessed Jan 2021). Web traffic by device, web accounts, channels, and hashtags from Kepios analysis
browser share, and share of search market from of public data published on each platform (Jan 2021). NOTE: All data may include extrapolations.
Statcounter (Jan 2021). Time spent on the internet from
GWI* (Q3 2020). World’s top websites from Semrush MOBILE: GSMA Intelligence (Jan 2021); Ericsson *For more details about GWI including methodology,
(Jan 2021); SimilarWeb (Jan 2021); Alexa (monthly Mobility Report (Nov 2020); Ericsson Mobility visit https://www.globalwebindex.com.
average based on 3-month period to mid-January Calculator and Mobility Visualizer tools (accessed Jan
2021). Web language insights via W3Techs (Jan 2021). Mobile Apps: App Annie (Jan 2021). Mobile *For more details about Statista’s Market Outlooks,
2021). Google search insights from Google Trends actions: GWI* (Q3 2020). visit https://www.statista.com/outlook/digital-markets.
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
This report uses data from a wide variety of Similarly, reports of internet user numbers internet user numbers in some countries. In such
sources, including market research agencies, vary considerably between different sources. instances, these figures do not represent errors.
internet and social media companies, In part, this is because there are fewer Rather, these differences may indicate delays
governments and public bodies, news media, commercial imperatives for governments and in the reporting of internet user numbers,
journalists, and our own internal analysis. regulators to collect, collate, and publish or they may indicate higher instances of
regular internet user data. individuals managing multiple accounts, and /
Wherever possible, we’ve prioritised data or of ‘non-human’ social media accounts.
sources that provide broader geographical Prior to our Digital 2021 reports, we included
coverage, in order to minimise the potential data sourced from social media platforms’ self- Please also note that we’ve changed the
variations between data points, and offer service advertising tools in our calculations source for a various data points in this year’s
more reliable comparison across countries. of internet user numbers, but we no longer reports, and a number of historical metrics
However, where we believe that an individual include this data in our internet user figures. that we reported in previous Global Digital
metric provides a more reliable reference, reports have been revised by the original
we’ve used such individual numbers to ensure This is because the user numbers reported by data provider. As a result, some figures in this
the most accurate reporting. social media platforms are typically based on year’s reports may appear to have changed
active user accounts, and may not represent in unexpected ways. Wherever we’re aware
Furthermore, due to differing data collection unique individuals. For example, one person of these changes, we’ve included details in the
and treatment methodologies used by these may maintain more than one active presence footnotes of each relevant chart, but please use
organisations, and the different sample periods (account) on the same social media platform. caution when comparing data from different
during which data were collected, there may Similarly, some accounts may represent ‘non- reports, because changes to base data may
be significant differences in the reported human’ entities, including: pets and animals; mean that values are not comparable.
metrics for similar data points throughout this historical figures; businesses, causes, groups,
report. In particular, data collected via surveys and organisations; places of interest; etc. If you have any questions about specific data
often vary from one report to another, even points in these reports, or if you’d like to offer
if those data were collected by the same Because we separate social media user your organisation’s data for consideration in
organisation using the same approach in each numbers and internet user numbers, the figures future reports, please email our reports team:
wave of research. we report for social media users may exceed reports@kepios.com.
DISCLAIMER AND IMPORTANT NOTES
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Ltd. (“Kepios”), We Are Social Ltd. (“We Are maps, flags, analyses and technical notes special, consequential, exemplary or similar
Social”), and Hootsuite Inc. (“Hootsuite”) that relate to various geographical territories loss or damage, or loss or damage of any
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on data from a wide variety of sources, these territories and any associated elements result of any use, action or decision taken by
including but not limited to public and private (including names and flags) does not imply the you or anyone else in any way connected to
companies, market research firms, government expression of any opinion whatsoever on the this report or the information contained herein,
agencies, NGOs, and private individuals. part of Kepios, We Are Social, Hootsuite, or or the result(s) thereof, even if advised of the
any of the featured brands, nor any of those possibility of such loss or damage.
While Kepios, We Are Social, and Hootsuite organisations’ partners, affiliates, employees
strive to ensure that all data and charts or agents, concerning the legal status of This report may contain references to third
contained in this report are, as at the time of any country, territory, city or area or of its parties, however this report does not endorse
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DIGITAL 2021

GLOBAL OVERVIEW REPORT

CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY

TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL

7.83 5.22 4.66 4.20

56.4% 66.6% 59.5% 53.6%

TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL

+1.0% +1.8% +7.3% +13.2%

+81 MILLION +93 MILLION +316 MILLION +490 MILLION

THE SIMPLE LIFE IN-FEED INTIMACY POP METAVERSES

TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

7.83 49.6% 50.4% +1.0% 31.0

URBAN POPULATION DENSITY OVERALL LITERACY FEMALE LITERACY MALE LITERACY

56.4% 60.2 86.5% 83.0% 89.9%

WESTERN 182 672 SOUTH-EASTERN

433 451 EASTERN

7.59 7.67 7.75 7.83

+1.1% +1.1% +1.1% +1.1% +1.0%

FEMALE (GLOBAL AVERAGE: 83.0%)

SOUTH AFRICA $13,034

MOBILE PHONE SMART NON-SMARTPHONE LAPTOP OR DESKTOP TABLET

97.1% 96.6% 9.0% 64.4% 34.3%

14.4% 21.4% 12.3% 23.3% 4.4%

6H 54M 3H 24M 2H 25M 2H 02M

1H 31M 1H 00M 0H 54M 1H 12M

4.66 59.5% +7.3% 6H 54M 92.6%

4.03 4.10 4.93 4.79

51.4% 53.9% 62.9% 61.2%

4.32 92.6% 91.5% 3.5% 3H 39M

WESTERN 26% 69% SOUTH-EASTERN

72% 24% EASTERN

WESTERN 1.0% 9.9% SOUTH-EASTERN

6.7% 2.4% EASTERN

WITH DATA PUBLISHED IN PREVIOUS REPORTS.

HIGHEST LEVELS OF INTERNET ADOPTION LOWEST LEVELS OF INTERNET ADOPTION

# HIGHEST ADOPTION % POP. № OF USERS # LOWEST ADOPTION % POP. № OF USERS

01= ICELAND 99.0%* 338,880 214 ERITREA 6.9% 248,199

01= KUWAIT 99.0%* 4,256,466 213 SOUTH SUDAN 8.0% 900,716

01= NORWAY 99.0%* 5,388,956 212 COMOROS 8.5% 74,537

01= U.A.E. 99.0%* 9,841,208 210 SOMALIA 12.1% 1,954,774

07 BERMUDA 98.4% 61,169 209 BURUNDI 13.3% 1,606,122

08 DENMARK 98.1% 5,689,589 208 NIGER 13.6% 3,363,848

09 SWEDEN 98.0% 9,927,075 207 KIRIBATI 14.6% 17,558

10 ARUBA 97.2% 103,953 206 LIBERIA 14.9% 760,994

WESTERN +21.3% +9.6% SOUTH-EASTERN

+5.3% +10.2% EASTERN

WESTERN 135 208 SOUTH-EASTERN

121 341 EASTERN

# COUNTRY / TERRITORY UNCONNECTED % POP. # COUNTRY / TERRITORY % POP. UNCONNECTED

01 INDIA 762,679,782 55.0% 01 NORTH KOREA >99.9%* 25,832,873

02 CHINA 501,927,863 34.8% 02 ERITREA 93.1% 3,325,640

03 PAKISTAN 161,693,674 72.5% 03 SOUTH SUDAN 92.0% 10,386,447

04 BANGLADESH 117,888,798 71.2% 04 COMOROS 91.5% 804,438

05 NIGERIA 104,376,786 50.0% 05 CENTRAL AFRICAN REP. 88.6% 4,317,582

06 ETHIOPIA 92,453,081 79.4% 06 SOMALIA 87.9% 14,169,900

07 INDONESIA 72,308,968 26.3% 07 BURUNDI 86.7% 10,465,606

08 DEM. REP. OF THE CONGO 69,819,115 76.8% 08 NIGER 86.4% 21,300,547

09 BRAZIL 53,318,805 25.0% 09 KIRIBATI 85.4% 102,855

10 TANZANIA 45,457,430 75.0% 10 LIBERIA 85.1% 4,357,582

6H 46M 6H 48M 6H 54M

+2.4% +4.4% +0.5% -2.5% +4.0%

NEW ZEALAND 02:45

SOUTH KOREA 02:51