Digital 2019 WeAreSocial y HootSuite

DIGITAL 2019
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE

THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND E-COMMERCE
DIGITAL AROUND THE WORLD IN 2019
I say this in my introduction to our Global community will spend a combined total in e-commerce over the past year, with
Digital Reports every year, but the past of more than 1.2 billion years using the m-commerce and mobile wallets playing
twelve months really have seen impressive internet in 2019. an increasingly important role in the lives
growth across all things digital. This year’s of people all across the globe.
collection of 230+ reports reveals some Social media continues to account for
SIMON KEMP striking new numbers in countries all across the greatest share of that time, and the This year’s reports also take a closer look
REPORT AUTHOR the globe, with developing economies average user spends more time on social at some of the more recent additions to the
showing some particularly strong growth. today than they did this time last year. The digital landscape, including the growing
number of social media users around the use of voice control, and public adoption
The big story in this year’s data is the world has increased by more than 280 of cryptocurrencies.
accelerating growth in internet users. More million since January 2018, but there
than 360 million people came online for have also been some user declines across Best of all, we’re making this year’s full
the first time during 2018, at an average some of the world’s top social platforms. collection of 5,000+ charts available for
rate of more than 1 million new users each To help you make sense of this changing free. You’ll find details of how to download
day. 57 percent of the world’s population social landscape, we’ve included detailed everything over the next few pages, but be
is now connected to the internet, with data by platform across all of our reports. sure to check out the links to our wonderful
trends indicating that all of the original data partners at the end of this report to
‘Next Billion Users’ are now online. Mobile users grew by a more modest 100 find even more rich data and insights.
million over the past year, but that slower
We’re spending significant amounts of growth is perhaps to be expected, given But with that, let’s get stuck into the
time online, too. The average internet user that two-thirds of the world’s population numbers. Here’s to another year of
now spends more than 6½ hours online already uses a mobile. However, impressive digital growth in 2019!
each day, meaning that the world’s digital mobile has helped fuel strong growth
3
DIGITAL 2019
DIGITAL 2019
GLOBAL DIGITAL
GLOBAL DIGITAL YEARBOOK
YEARBOOK
ESSENTIALDIGITAL
ESSENTIAL DIGITAL DATA
DATA FOR
FOR EVERY
EVERY COUNTRY
COUNTRYIN
INTHE
THEWORLD
WORLD
CLICK HERE TO READ OUR 2019 GLOBAL DIGITAL YEARBOOK REPORT,

WITH HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
CLICK THE LINKS BELOW TO ACCESS OUR IN-DEPTH LOCAL REPORTS
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND TFYR MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECH REP. GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
GLOBAL OVERVIEW
6
JAN DIGITAL AROUND THE WORLD IN 2019
2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE
TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS
7.676 5.112 4.388 3.484 3.256

BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
56% 67% 57% 45% 42%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
7 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).
JAN ANNUAL DIGITAL GROWTH
2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS
+1.1% +2.0% +9.1% +9.0% +10%

JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019
+84 MILLION +100 MILLION +367 MILLION +288 MILLION +297 MILLION
HOOTSUITE’S PERSPECTIVE: DIGITAL IN 2019
From using Instagram to research products to chatting with customer support on messaging apps, social media has
become the heart of all digital customer touchpoints. We recommend that brands take action in three critical areas:
REBUILD TRUST WITH CONSUMERS BREAK DOWN MARKETING SILOS MAKE A UNIFIED VIEW YOUR IMPERATIVE
Cambridge Analytica and fake news 54% of organizations report that departments Today, the average internet user has accounts
damaged consumer confidence in search beyond marketing are now using social media. on 8 different social and messaging services.
engines, businesses, and social channels Marketing teams can increase their influence To meet the demands of these consumers,
in 2018. To rebuild trust, brands must be by guiding this expansion and advancing their organizations need to build a unified view of their
clear why they are collecting data and organization’s digital transformation. Begin by customers across every touchpoint. Tying together
use the data they do collect to create establishing common KPIs with other departments, data and working fluidly with other departments
personalized, one-to-one experiences using social to achieve broad business objectives is a tough task. But cracking this code offers a
that offer new value to customers. like brand health, revenue, and customer retention. giant leap ahead of your competitors in 2019.
Click here to identify new opportunities and compare your strategy to

other organizations with Hootsuite’s global study of 9,278 organizations.
9
WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2019
The constant evolution of digital continues, with new
formats and platforms, enhanced by voice, AI and AR.
EVOLUTION OF VOICE IMMERSIVE SOCIAL DEMOCRATISING DATA COLLECTIVE AI

Voice based search has increased, Consumer-level AR creation tools are We’re in the midst of a As we converge and combine
though interestingly more so in developing gradually normalising this technology. revolution. As individuals our behaviours and intelligence
economies than developed. Platforms AR advertising in the newsfeed points to become the gatekeepers to online, the ability for machine
responding by developing features such a more immersive experience on social their own data, it’s essential learning to find solutions to
as Snapchat voice recognition lenses and platforms, but until there are truly social that brands find access on brand needs is becoming an
testing of voice commands for Facebook features (allowing humans to interact) it the right terms. essential advantage.
Messenger and Facebook Portal. won’t be core to the experience.
Download our Think Forward report to dive into these trends and more.
10
2019 REGIONAL OVERVIEWS
11
JAN DIGITAL IN AFRICA IN 2019
2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS
1.304 1.049 473.0 216.0 202.4

BILLION BILLION MILLION MILLION MILLION
URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION:
43% 80% 36% 17% 16%

JAN ANNUAL DIGITAL GROWTH IN AFRICA

+2.5% +5.2% +8.7% +13% +17%

JAN DIGITAL IN THE AMERICAS IN 2019

1.020 1.058 798.4 673.1 610.5

BILLION BILLION MILLION MILLION MILLION
81% 104% 78% 66% 60%

JAN ANNUAL DIGITAL GROWTH IN THE AMERICAS

+0.9% +0.9% +7.7% +3.8% +5.0%

JAN DIGITAL IN ASIA-PACIFIC IN 2019

4.250 4.416 2.210 1.997 1.931

48% 104% 52% 47% 45%

JAN ANNUAL DIGITAL GROWTH IN ASIA-PACIFIC

+0.8% +3.0% +10% +12% +13%

JAN DIGITAL IN EUROPE IN 2019

846.0 1.101 724.7 462.5 393.4

MILLION BILLION MILLION MILLION MILLION
74% 130% 86% 55% 47%

JAN ANNUAL DIGITAL GROWTH IN EUROPE

+0.2% +0.5% +7.6% +3.2% +4.5%

JAN DIGITAL IN THE MIDDLE EAST IN 2019

256.6 304.5 182.0 136.1 118.0

MILLION MILLION MILLION MILLION MILLION
73% 119% 71% 53% 46%

JAN ANNUAL DIGITAL GROWTH IN THE MIDDLE EAST

+1.7% +2.7% +11% +4.7% +2.3%

GLOBAL POPULATION OVERVIEW
22
JAN OVERVIEW: POPULATION & ECONOMY
2019 ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS
TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

POPULATION POPULATION POPULATION IN POPULATION SIZE AGE
7.676 49.5% 50.5% +1.1% 30.8

BILLION
URBAN GDP PER CAPITA (PPP) OVERALL LITERACY FEMALE LITERACY MALE LITERACY
POPULATION (CURRENT INTERNATIONAL $)* (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+)
56% $16,941 86% 83% 90%

SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2019).
23 *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE
AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
JAN POPULATION BY REGION
2019 THE NUMBER OF PEOPLE LIVING IN EACH REGION, IN MILLIONS
NORTHERN
EUROPE EASTERN
EUROPE
105
NORTHERN
AMERICA
292
365 WESTERN
EUROPE 194 154 72 CENTRAL
ASIA
SOUTHERN
EUROPE 1,656 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 240 275
181 44 MIDDLE
WESTERN
ASIA
1,903
AFRICA SOUTHERN
CENTRAL
AMERICA 387 ASIA
WESTERN 171 659 SOUTH-EASTERN

ASIA
AFRICA
430 440 EASTERN

AFRICA
SOUTHERN
AMERICA
66 42
SOUTHERN OCEANIA
AFRICA
24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU (BOTH JANUARY 2019). NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
JAN POPULATION GROWTH OVER TIME
2019 GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
7,676
7,593
7,511
7,428
7,343
7,258
+1.2% +1.1% +1.1% +1.1% +1.1%

2014 2015 2016 2017 2018 2019
25 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; DATA FROM PREVIOUS ‘GLOBAL DIGITAL’ REPORTS.
JAN GLOBAL POPULATION BY AGE GROUP
2019 A CLOSER LOOK AT THE WORLD’S POPULATION BY BROAD AGE GROUP
GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION
AGED 0 – 12 YEARS AGED 13 – 24 YEARS AGED 25 – 44 YEARS AGED 45 – 64 YEARS AGED 65+ YEARS
1.690 1.451 2.222 1.609 704.4

BILLION BILLION BILLION BILLION MILLION
PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL:
22% 19% 29% 21% 9.2%

26 SOURCES: EXTRAPOLATED FROM DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (BOTH JANUARY 2019).
JAN DISTRIBUTION OF GLOBAL POPULATION BY AGE
2019 THE WORLD’S TOTAL POPULATION DETAILED BY FIVE-YEAR AGE GROUPS, IN MILLIONS
666
646
625
604 601 608
584
536
494 485
439
367
318
254
180
127
82
42
16 3.9 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+
27 SOURCES: BASED ON DATA FROM THE UNITED NATIONS; THE U.S. CENSUS BUREAU (BOTH ACCESSED JANUARY 2019).
28
JAPAN 48.2
ITALY 47.9
JAN
GERMANY 46.6 2019
PORTUGAL 46.2
SPAIN 45.5
HONG KONG 44.8
AUSTRIA 44.4
SOUTH KOREA 43.4
NETHERLANDS 43.2
SWITZERLAND 43.1
SINGAPORE 42.4
DENMARK 42.3
SOURCE: THE UNITED NATIONS (ACCESSED JANUARY 2019).

TAIWAN 42.2
FRANCE 42.0
BELGIUM 41.8
POLAND 41.8
CANADA 41.4
SWEDEN 41.0
U.K. 40.8
THAILAND 40.1
RUSSIA 39.6
CHINA 38.7
IRELAND 38.7
MEDIAN AGE BY COUNTRY
U.S.A. 38.3
AUSTRALIA 37.9
NEW ZEALAND 37.9
U.A.E. 34.0
BRAZIL 33.5
VIETNAM 32.6
COLOMBIA 32.2
ARGENTINA 31.9
SAUDI ARABIA 31.9
TURKEY 31.6
WORLDWIDE 30.8
MALAYSIA 29.9
MOROCCO 29.6
INDONESIA 29.3
MEXICO 29.3
INDIA 28.2
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION
SOUTH AFRICA 27.3

EGYPT 25.3
PHILIPPINES 25.2
GHANA 21.1
KENYA 20.0
NIGERIA 18.1
JAN LITERACY RATE BY GENDER AND REGION
2019 PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER
NORTHERN
EUROPE EASTERN
EUROPE
99 99
NORTHERN 100 100
AMERICA
CENTRAL
99 99 WESTERN
EUROPE 99 99 97 99 100 100 ASIA
SOUTHERN EASTERN
EUROPE 94 98 ASIA
CARIBBEAN NORTHERN
69 84 80 89
AFRICA
91 94 83 85 WESTERN 59 77
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
38 58 ASIA
WESTERN
58 79 91 95 SOUTH-EASTERN
ASIA
AFRICA
94 94 54 69 EASTERN
AFRICA
SOUTHERN
83 FEMALE GLOBAL AVERAGE:

AMERICA 92 94 91 92
SOUTHERN OCEANIA
AFRICA
90 MALE GLOBAL AVERAGE:
SOURCES: BASED ON DATA FROM UNESCO; UNICEF; THE WORLD BANK; THE CIA WORLD FACTBOOK; INDEXMUNDI; PEW RESEARCH CENTRE; PHRASEBASE; ETHNOLOGUE.
29 NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
30
SINGAPORE $93,905
IRELAND $75,648
JAN
U.A.E. $73,878 2019
SWITZERLAND $64,712
HONG KONG $61,540
U.S.A. $59,532
SAUDI ARABIA $53,845
TAIWAN $52,960
NETHERLANDS $52,503
AUSTRIA $52,398
DENMARK $51,364
GERMANY $50,639
SWEDEN $50,208
AUSTRALIA $48,460
BELGIUM $47,840
CANADA $46,705
JAPAN $43,279
U.K. $43,269
FRANCE $42,850
NEW ZEALAND $41,109
ITALY $39,427
SOUTH KOREA $38,335
SPAIN $37,998
PORTUGAL $31,673
MALAYSIA $29,431
POLAND $29,026
TURKEY $26,505
RUSSIA $25,533
ARGENTINA $20,787
MEXICO $18,258
THAILAND $17,871
WORLDWIDE $16,941
‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
CHINA $16,807
BRAZIL $15,484
COLOMBIA
GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS*
$14,552
SOURCES: WORLD BANK; IMF (BOTH ACCESSED JANUARY 2019). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN
SOUTH AFRICA $13,498

INDONESIA $12,284
EGYPT $11,583
PHILIPPINES $8,343
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)
MOROCCO $8,217
INDIA $7,056
VIETNAM $6,776
NIGERIA $5,861
GHANA $4,641
KENYA $3,286
GLOBAL INTERNET USE
31
JAN INTERNET USE: DEVICE PERSPECTIVE
2019 BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
TOTAL NUMBER INTERNET USERS AS TOTAL NUMBER MOBILE INTERNET USERS

OF ACTIVE A PERCENTAGE OF OF ACTIVE MOBILE AS A PERCENTAGE
INTERNET USERS TOTAL POPULATION INTERNET USERS OF TOTAL POPULATION
global
web
index
4.388 57% 3.986 52%

BILLION BILLION
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS
32 IN REPUTABLE MEDIA. MOBILE SHARE DATA: A COMBINATION OF DATA FROM GLOBALWEBINDEX (Q2 & Q3 2018) AND EXTRAPOLATED DATA FROM THE SELF-SERVE ADVERTISING TOOLS OF
VARIOUS SOCIAL NETWORKS (JANUARY 2019). DATA FROM GLOBALWEBINDEX REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
JAN INTERNET PENETRATION BY REGION
2019 INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE)
NORTHERN
EUROPE EASTERN
EUROPE
95%
NORTHERN
AMERICA
80%
95% WESTERN
EUROPE 94% 88% 50% CENTRAL
ASIA
SOUTHERN
EUROPE 60% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 50% 66%
63% 51% MIDDLE
WESTERN
ASIA
42%
AFRICA SOUTHERN
CENTRAL
AMERICA 41% ASIA
WESTERN 12% 63% SOUTH-EASTERN

ASIA
AFRICA
73% 32% EASTERN

AFRICA
SOUTHERN
AMERICA
51% 69%
SOUTHERN OCEANIA
AFRICA
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN
33 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED
NATIONS GEOSCHEME.
JAN INTERNET USE: REGIONAL OVERVIEW
2019 INTERNET USERS IN MILLIONS, AND INTERNET PENETRATION vs. TOTAL POPULATION, BY GLOBAL REGION
1,000
NUMBER OF USERS, IN MILLIONS
803
PENETRATION vs. TOTAL POPULATION
415
346
316
233
183 182 158 140 135 121 114 100
36 34 29 23 20
60% 42% 63% 95% 73% 80% 94% 66% 41% 32% 88% 50% 63% 95% 50% 51% 69% 51% 12%
EASTERN
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
NORTHERN
AMERICA
SOUTHERN
AMERICA
EASTERN
EUROPE
WESTERN
EUROPE
WESTERN
ASIA
WESTERN
AFRICA
EASTERN
AFRICA
SOUTHERN
EUROPE
NORTHERN
AFRICA
CENTRAL
AMERICA
NORTHERN
EUROPE
CENTRAL
ASIA
SOUTHERN
AFRICA
OCEANIA
CARIBBEAN
MIDDLE
AFRICA
34 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED
NATIONS GEOSCHEME.
35
U.A.E. 99%
DENMARK 98%
JAN
SWEDEN 96% 2019
GERMANY 96%
NETHERLANDS 96%
U.S.A. 95%
SOUTH KOREA 95%
SWITZERLAND 95%
U.K. 95%
BELGIUM 94%
JAPAN 94%
ARGENTINA 93%
SPAIN 93%
ITALY 92%
FRANCE 92%
IRELAND 92%
CANADA 91%
HONG KONG 89%
MEDIA. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
SAUDI ARABIA 89%
NEW ZEALAND 88%
AUSTRIA 88%
TAIWAN 88%
PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET
AUSTRALIA 87%
SINGAPORE 84%
KENYA 84%
THAILAND 82%
MALAYSIA 80%
INTERNET PENETRATION IN 2019
POLAND 79%
PORTUGAL 78%
RUSSIA 76%
TURKEY 72%
PHILIPPINES 71%
BRAZIL 70%
COLOMBIA 68%
MEXICO 67%
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE
VIETNAM 66%
MOROCCO 62%
WORLDWIDE 57%
CHINA 57%
INDONESIA 56%
SOUTH AFRICA 54%
NIGERIA 50%
EGYPT 49%
INDIA 41%
GHANA 35%
JAN INTERNET PENETRATION RANKING
2019 BASED ON INTERNET PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS
01= ANDORRA 99% 76,242 216 NORTH KOREA 0.08% 20,000
01= ARUBA 99% 104,803 215 ERITREA 1.4% 71,000
01= BERMUDA 99% 60,342 214 CHAD 5.0% 779,188
01= ICELAND 99% 335,781 213 CENTRAL AFRICAN REP. 5.4% 256,432
01= QATAR 99% 2,692,181 212 BURUNDI 5.4% 617,116
01= U.A.E. 99% 9,515,733 211 DEM. REP. OF CONGO 6.2% 5,301,224
07 NORWAY 99% 5,311,892 210 GUINEA-BISSAU 7.8% 150,000
08 DENMARK 98% 5,649,494 209 SOMALIA 9.7% 1,500,000
09 KUWAIT 98% 4,138,590 208 MADAGASCAR 9.8% 2,608,390
10 LUXEMBOURG 98% 580,760 207 NIGER 10% 2,325,421
36 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
JAN INTERNET GROWTH RANKINGS: RELATIVE GROWTH
2019 BASED ON THE YEAR-ON-YEAR PERCENTAGE CHANGE IN INTERNET USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# GREATEST RELATIVE GROWTH ▲% ▲ USERS # GREATEST RELATIVE GROWTH ▲% ▲ USERS
01 WESTERN SAHARA +364% +102,000 11 MADAGASCAR +37% +708,390
02 DJIBOUTI +203% +364,870 12 TIMOR-LESTE +37% +150,000
03 TANZANIA +173% +14,560,898 13 BOLIVIA +36% +2,317,749
04 NIGER +146% +1,378,981 14 COMOROS +31% +40,000
05 AFGHANISTAN +142% +5,694,586 15 IRAN +29% +16,241,877
06 CÔTE D'IVOIRE +69% +4,529,978 16 CUBA +27% +1,270,796
07 UKRAINE +60% +15,325,054 17 ITALY +27% +11,490,731
08 CAMBODIA +56% +4,500,000 18= GUINEA-BISSAU +25% +30,000
09 RWANDA +50% +1,875,322 18= NORTH KOREA +25% +4,000
10 ZAMBIA +40% +2,056,489 18= SOMALIA +25% +300,000
37 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: GROWTH FIGURES BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
JAN INTERNET GROWTH RANKINGS: ABSOLUTE GROWTH
2019 BASED ON THE YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER INTERNET USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# LARGEST ABSOLUTE GROWTH ▲ USERS ▲% # LARGEST ABSOLUTE GROWTH ▲ USERS ▲%
01 INDIA +97,885,011 +21% 11 PHILIPPINES +9,000,000 +13%
02 CHINA +50,666,155 +6.7% 12 ARGENTINA +6,801,754 +20%
03 U.S.A. +25,379,895 +8.8% 13 AFGHANISTAN +5,694,586 +142%
04 INDONESIA +17,300,000 +13% 14 TURKEY +5,027,251 +9.3%
05 IRAN +16,241,877 +29% 15 CÔTE D'IVOIRE +4,529,978 +69%
06 UKRAINE +15,325,054 +60% 16 CAMBODIA +4,500,000 +56%
07 TANZANIA +14,560,898 +173% 17 GERMANY +4,322,056 +5.8%
08 ITALY +11,490,731 +27% 18 NIGERIA +3,572,903 +3.8%
09 BANGLADESH +10,158,000 +12% 19 SPAIN +3,541,726 +9.0%
10 BRAZIL +9,946,450 +7.2% 20 ALGERIA +3,484,731 +17%
38 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: GROWTH FIGURES BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
JAN INTERNET USERS OVER TIME
2019 NUMBER OF INTERNET USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
4,388
4,021
3,773
3,429
3,008
2,485
+21% +14% +10% +6.6% +9.1%

2014 2015 2016 2017 2018 2019
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE
39 MEDIA; INTERNETLIVESTATS; DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS.
40
PHILIPPINES 10:02
BRAZIL 09:29
JAN
THAILAND 09:11
2019
COLOMBIA 09:00
INDONESIA 08:36
SOUTH AFRICA 08:25
ARGENTINA 08:19
MALAYSIA 08:05
MEXICO 08:01
U.A.E. 07:54
EGYPT 07:53
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INDIA 07:47
TAIWAN 07:39
TURKEY 07:15
SINGAPORE 07:02
SAUDI ARABIA 06:44
VIETNAM 06:42
WORLDWIDE 06:42
PORTUGAL 06:38
U.S.A. 06:31
RUSSIA 06:29
HONG KONG 06:23
ITALY 06:04
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
POLAND 06:02
SWEDEN 05:56
NEW ZEALAND 05:55
IRELAND 05:54
CHINA 05:52
CANADA 05:51
U.K. 05:46
DENMARK 05:28
TIME PER DAY SPENT USING THE INTERNET
SPAIN 05:18
SOUTH KOREA 05:14
AUSTRALIA 05:04
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA ANY DEVICE, IN HOURS AND MINUTES [SURVEY BASED]
AUSTRIA 05:01
BELGIUM 05:01
SWITZERLAND 04:58
NETHERLANDS 04:44
FRANCE 04:38
GERMANY 04:37
JAPAN 03:45
JAN EVOLUTION OF DAILY TIME SPENT USING THE INTERNET
2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA ANY DEVICE (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
6H 49M
6H 42M
6H 26M
6H 20M
6H 17M
6H 10M
global
web
index
+1.9% +0.8% +1.6% +6.0% -1.7%

2014 2015 2016 2017 2018 2019
41 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
42
THAILAND 05:13
PHILIPPINES 04:58
JAN
BRAZIL 04:45 2019
INDONESIA 04:35
NIGERIA 04:32
ARGENTINA 04:20
COLOMBIA 04:11
GHANA 04:10
MALAYSIA 04:02
EGYPT 03:51
MEXICO 03:50
KENYA 03:48
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U.A.E. 03:48
INDIA 03:43
TURKEY 03:43
SAUDI ARABIA 03:35
SOUTH AFRICA 03:30
TAIWAN 03:22
CHINA 03:19
WORLDWIDE 03:14
VIETNAM 03:12
HONG KONG 03:00
SINGAPORE 02:58
MOROCCO 02:53
IRELAND 02:32
ITALY
02:27
PORTUGAL 02:27
AVERAGE AMOUNT OF TIME PER DAY SPENT USING MOBILE INTERNET [SURVEY BASED]
U.S.A. 02:24
SOUTH KOREA 02:24
SWEDEN 02:23
RUSSIA 02:21
SPAIN 02:11
POLAND 02:11
NEW ZEALAND 02:10
U.K. 02:09
CANADA 02:07
DENMARK 01:56
TIME PER DAY SPENT USING MOBILE INTERNET
SWITZERLAND 01:54
NETHERLANDS 01:52
AUSTRALIA 01:48
AUSTRIA 01:48
BELGIUM 01:43
GERMANY 01:30
JAPAN 01:25
FRANCE 01:25
JAN DAILY TIME USING THE INTERNET: MOBILE PHONES
2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA MOBILE PHONES (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
3H 14M
3H 06M
2H 31M
2H 21M
2H 02M
1H 38M
global
web
index
+24% +16% +7.1% +23% +4.3%

2014 2015 2016 2017 2018 2019
44
PHILIPPINES 05:04
SOUTH AFRICA 04:55
JAN
COLOMBIA 04:49
2019
BRAZIL 04:43
TAIWAN 04:17
MEXICO 04:11
PORTUGAL 04:11
RUSSIA 04:08
U.S.A. 04:07
U.A.E. 04:06
SINGAPORE 04:03
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INDIA 04:03
MALAYSIA 04:03
EGYPT 04:02
INDONESIA 04:00
ARGENTINA 03:59
THAILAND 03:58
POLAND 03:50
NEW ZEALAND 03:45
CANADA 03:43
U.K. 03:36
ITALY 03:36
SWEDEN 03:33
TURKEY 03:32
DENMARK 03:31
VIETNAM 03:29
WORLDWIDE 03:28
HONG KONG 03:22
IRELAND 03:21
BELGIUM 03:17
AUSTRALIA 03:15
AUSTRIA 03:13
FRANCE 03:13
SAUDI ARABIA 03:09
GERMANY 03:06
SPAIN 03:06
SWITZERLAND 03:04
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET ON LAPTOPS, DESKTOPS, AND / OR TABLET COMPUTERS [SURVEY BASED]
NETHERLANDS 02:52
SOUTH KOREA 02:49
CHINA 02:33
DAILY TIME SPENT USING THE INTERNET ON COMPUTERS
JAPAN 02:20
JAN DAILY TIME USING THE INTERNET: COMPUTERS & TABLETS
2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET ON PCS AND TABLETS (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
4H 32M
4H 15M
3H 59M 3H 55M
3H 43M
3H 28M
global
web
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-6.2% -6.3% -1.7% -5.1% -6.7%

2014 2015 2016 2017 2018 2019
JAN MOBILE’S SHARE OF TOTAL INTERNET TIME
2019 TIME SPENT USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME, WITH YEAR-ON-YEAR CHANGE
48%
45%
39%
37%
32%
26%
global
web
index
+22% +15% +5.4% +16% +6.1%

2014 2015 2016 2017 2018 2019
46 SOURCE: EXTRAPOLATED FROM GLOBALWEBINDEX DATA; KEPIOS ANALYSIS. BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
JAN INTERNET CONNECTION SPEEDS
2019 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON
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
25.08 +18% 54.33 +33%

MBPS MBPS
47 SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017).

48
SINGAPORE 190.9
HONG KONG 161.4
JAN
SOUTH KOREA 119.6 2019
U.S.A. 109.5
CANADA 108.8
SWEDEN 106.4
SWITZERLAND 104.2
SPAIN 102.4
SOURCE: OOKLA (DECEMBER 2018).

FRANCE 97.9
JAPAN 91.9
DENMARK 91.1
CHINA 89.2
NETHERLANDS 88.5
NEW ZEALAND 82.0
PORTUGAL 77.5
BELGIUM 70.7
GERMANY 64.9
TAIWAN 64.9
MALAYSIA 63.5
THAILAND 57.6
U.K. 54.9
POLAND 54.5
WORLDWIDE 54.3
IRELAND 53.8
U.A.E. 50.2
RUSSIA 45.0
ITALY 43.3
AUSTRIA 36.1
BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS
AUSTRALIA 33.0
SAUDI ARABIA 31.4
BRAZIL 30.0
GHANA 27.4
VIETNAM 27.2
INDIA 26.7
MEXICO 26.0
ARGENTINA 24.3
TURKEY 19.3
PHILIPPINES 19.0
AVERAGE FIXED INTERNET CONNECTION SPEEDS
SOUTH AFRICA 18.3

COLOMBIA 16.0
INDONESIA 15.5
KENYA 14.4
MOROCCO 13.9
NIGERIA 10.8
EGYPT 6.7
JAN FIXED INTERNET CONNECTION SPEED RANKINGS
2019 BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS
FASTEST FIXED INTERNET CONNECTION SPEEDS* SLOWEST FIXED INTERNET CONNECTION SPEEDS*
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 SINGAPORE 190.94 +18% 120 VENEZUELA 3.69 +1.1%
02 HONG KONG 161.39 +14% 119 ALGERIA 3.75 +7.8%
03 ICELAND 156.16 +7.2% 118 EGYPT 6.74 +25%
04 ROMANIA 124.54 +26% 117 LIBYA 6.83 +77%
05 SOUTH KOREA 119.61 -9.7% 116 LEBANON 7.18 +45%
06 U.S.A. 109.48 +42% 115 NICARAGUA 7.36 +21%
07 CANADA 108.75 +56% 114 TUNISIA 7.96 +19%
08 HUNGARY 108.42 +20% 113 PAKISTAN 8.04 +31%
09 SWEDEN 106.39 +22% 112 SYRIA 8.07 +17%
10 SWITZERLAND 104.17 +32% 111 HONDURAS 8.33 +36%
SOURCE: OOKLA (DECEMBER 2018). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES AND
49 TERRITORIES FOR WHICH DATA ARE AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS. YEAR-ON-YEAR CHANGE DATA VERSUS DECEMBER 2017.
50
CANADA 63.1
SINGAPORE 61.0
JAN
AUSTRALIA 56.5 2019
NETHERLANDS 55.1
SOUTH KOREA 51.0
BELGIUM 50.2
U.A.E. 48.1
SWITZERLAND 47.5
SOURCE: OOKLA (DECEMBER 2018).

DENMARK 47.3
SWEDEN 46.5
NEW ZEALAND 42.8
TAIWAN 41.3
FRANCE 40.3
AUSTRIA 36.9
SPAIN 34.1
TURKEY 34.1
HONG KONG 32.0
U.S.A. 32.0
GERMANY 31.7
JAPAN 30.9
PORTUGAL 30.2
ITALY 29.7
CHINA 29.4
SAUDI ARABIA 29.3
U.K. 29.2
POLAND 27.9
SOUTH AFRICA 25.5
WORLDWIDE 25.1
IRELAND 22.1
BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
VIETNAM 21.6
BRAZIL 21.2
MEXICO 20.8
MOROCCO 20.8
MALAYSIA 19.9
ARGENTINA 19.4
RUSSIA 19.0
THAILAND 17.6
COLOMBIA 17.5
EGYPT 17.0
KENYA 15.5
AVERAGE MOBILE INTERNET CONNECTION SPEEDS
PHILIPPINES 15.1
NIGERIA 11.7
INDONESIA 10.5
INDIA 10.1
GHANA 8.8
JAN MOBILE INTERNET CONNECTION SPEED RANKINGS
2019 BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
FASTEST MOBILE INTERNET CONNECTION SPEEDS* SLOWEST MOBILE INTERNET CONNECTION SPEEDS*
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 ICELAND 72.77 +45% 124 TAJIKISTAN 5.12 -8.2%
02 NORWAY 65.88 +7.6% 123 AFGHANISTAN 5.63 -16%
03 CANADA 63.06 +38% 122 ALGERIA 5.85 -21%
04 SINGAPORE 60.95 +13% 121 IRAQ 6.49 +55%
05 QATAR 59.57 +36% 120 VENEZUELA 6.62 -16%
06 AUSTRALIA 56.50 +16% 119 PALESTINE 6.77 [N/A]
07 NETHERLANDS 55.10 +1.7% 118 BOSNIA & HERZEGOVINA 7.54 +4.3%
08 MALTA 52.37 -3.7% 117 GHANA 8.75 -5.2%
09 SOUTH KOREA 50.98 +19% 116 NEPAL 8.99 -15%
10 BELGIUM 50.21 +13% 115 EL SALVADOR 9.02 -5.1%
SOURCE: OOKLA (DECEMBER 2018). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES AND
51 TERRITORIES FOR WHICH DATA ARE AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS. YEAR-ON-YEAR CHANGE DATA VERSUS DECEMBER 2017.
JAN WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
2019 SIMILARWEB’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
# WEBSITE CATEGORY TIME PER VISIT # WEBSITE CATEGORY TIME PER VISIT
01 GOOGLE.COM SEARCH 09M 12S 11 AMAZON.COM SHOPPING 06M 18S
02 YOUTUBE.COM VIDEO 21M 36S 12 XVIDEOS.COM ADULT 12M 34S
03 FACEBOOK.COM SOCIAL 11M 44S 13 XNXX.COM ADULT 14M 39S
04 BAIDU.COM SEARCH 06M 53S 14 AMPPROJECT.ORG NEWS 03M 53S
05 WIKIPEDIA.ORG REFERENCE 03M 45S 15 LIVE.COM EMAIL 07M 15S
06 YAHOO.COM PORTAL 06M 26S 16 VK.COM SOCIAL 16M 50S
07 TWITTER.COM SOCIAL 09M 14S 17 NETFLIX.COM VIDEO 09M 14S
08 PORNHUB.COM ADULT 10M 16S 18 QQ.COM PORTAL 04M 00S
09 YANDEX.RU SEARCH 10M 43S 19 MAIL.RU PORTAL 07M 38S
10 INSTAGRAM.COM SOCIAL 06M 25S 20 REDDIT.COM SOCIAL 09M 13S
SOURCE: SIMILARWEB (DECEMBER 2018). NOTE: ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS.
52 ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
JAN WORLD’S MOST VISITED WEBSITES (ALEXA)
2019 ALEXA’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS
# WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT
01 GOOGLE.COM 07M 42S 9.54 11 TWITTER.COM 06M 23S 3.21
02 YOUTUBE.COM 08M 47S 5.02 12 SOHU.COM 04M 03S 4.09
03 FACEBOOK.COM 09M 43S 4.03 13 JD.COM 04M 57S 5.44
04 BAIDU.COM 07M 21S 5.60 14 LIVE.COM 03M 53S 3.76
05 WIKIPEDIA.ORG 04M 15S 3.15 15 REDDIT.COM 11M 40S 7.54
06 QQ.COM 04M 00S 3.81 16 VK.COM 10M 04S 4.69
07 TAOBAO.COM 07M 55S 4.07 17 INSTAGRAM.COM 05M 47S 3.86
08 TMALL.COM 07M 27S 2.92 18 WEIBO.COM 05M 35S 4.31
09 AMAZON.COM 08M 09S 8.26 19 SINA.COM.CN 03M 09S 3.20
10 YAHOO.COM 04M 01S 3.60 20 YANDEX.RU 06M 35S 3.38
SOURCE: ALEXA.COM (JANUARY 2019). NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, BUT DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
53 PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE ON DAYS THEY VISIT THE 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
2019 BASED ON THE CONTENT OF THE WORLD’S TOP 10 MILLION WEBSITES*
# LANGUAGE % WEBSITES ▲ Y-O-Y # LANGUAGE % WEBSITES ▲ Y-O-Y
01 ENGLISH 54.0% 5% 11 CHINESE 1.7% -19%
02 RUSSIAN 6.1% -12% 12 DUTCH, FLEMISH 1.2% -8%
03 GERMAN 6.0% 7% 13 TURKISH 1.2% -14%
04 SPANISH 4.9% -4% 14 CZECH 1.0% 11%
05 FRENCH 4.0% -2% 15 KOREAN 0.9% -10%
06 JAPANESE 3.4% -38% 16 VIETNAMESE 0.7% 17%
07 PORTUGUESE 2.9% 12% 17 ARABIC 0.6% -14%
08 ITALIAN 2.3% -4% 18 GREEK 0.5% 0%
09 PERSIAN 2.0% 18% 19 SWEDISH 0.5% 0%
10 POLISH 1.7% 0% 20 HUNGARIAN 0.5% 0%
SOURCE: W3TECHS ESTIMATES (ACCESSED JANUARY 2019). *NOTES: TOP WEBSITES BASED ON TRAFFIC RANKING DATA FROM ALEXA.COM. LANGUAGE NAMES AS PER W3TECHS’S
54 DEFINITIONS.
JAN TOP GOOGLE SEARCH QUERIES IN 2018
2019 BASED ON SEARCHES THROUGHOUT 2018
# SEARCH QUERY INDEX ▲ Y-O-Y # SEARCH QUERY INDEX ▲ Y-O-Y
01 FACEBOOK 100 -34% 11 HOTMAIL 20 -34%
02 YOUTUBE 77 -21% 12 TRANSLATE 18 +5%
03 GOOGLE 69 -13% 13 INSTAGRAM 18 +17%
04 VIDEO 57 +30% 14 YAHOO 14 -30%
05 YOU 43 -2% 15 FB 14 -34%
06 WEATHER 37 +1% 16 DR 11 +1%
07 NEWS 28 [UNCHANGED] 17 TIEMPO 11 +34%
08 MP3 23 -15% 18 METEO 11 +31%
09 AMAZON 23 -2% 19 AS 10 +1%
10 GMAIL 20 -25% 20 WHATSAPP 10 +5%
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN
55 SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50%
OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2018 TO Q4 2017.
56
INDIA 51%
CHINA 49%
JAN
INDONESIA 48%
2019
U.A.E. 45%
THAILAND 45%
TURKEY 44%
VIETNAM 41%
MEXICO 40%
WORLDWIDE 39%
SAUDI ARABIA 38%
PHILIPPINES 37%
COLOMBIA 36%
U.S.A. 35%
BRAZIL 34%
TAIWAN 33%
HONG KONG 32%
EGYPT 31%
ITALY 30%
SOUTH AFRICA 29%
MALAYSIA 28%
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CANADA 27%
SPAIN 27%
U.K. 26%
ARGENTINA 26%
SINGAPORE 26%
IRELAND 25%
AUSTRALIA 25%
RUSSIA 21%
NEW ZEALAND 21%
SWITZERLAND 20%
FRANCE 19%
PORTUGAL 19%
SOUTH KOREA 19%
USE OF VOICE SEARCH & VOICE COMMANDS
BELGIUM 18%
POLAND 18%
PERCENTAGE OF INTERNET USERS IN TOP ECONOMIES WHO REPORT USING VOICE-CONTROLLED FUNCTIONALITY (ANY DEVICE)
SWEDEN 18%
DENMARK 17%
GERMANY 17%
AUSTRIA 16%
JAPAN 15%
NETHERLANDS 13%
JAN DATA PRIVACY CONCERNS
2019 PERCENTAGE OF INTERNET USERS WHO BELIEVE THAT THEIR DATA IS BEING MISUSED ONLINE [SURVEY BASED]
63%
59%
55% 55% 54% 54%
49% 48% 48%
44% 43%
42% 40% 40% 40% 40% 39% 39% 38% 38% 37% 37% 37% 36% 36% 36%
34%
29% 29%
SPAIN
MEXICO
COLOMBIA
BRAZIL
TURKEY
ARGENTINA
INDONESIA
SOUTH KOREA
FINLAND
ITALY
RUSSIA
WORLDWIDE
U.S.A.
GERMANY
FRANCE
SOUTH AFRICA
CHINA
AUSTRIA
INDIA
JAPAN
MOROCCO
SWEDEN
CANADA
U.K.
SWITZERLAND
POLAND
AUSTRALIA
NETHERLANDS
NIGERIA
SOURCE: STATISTA GLOBAL CONSUMER SURVEY 2018. *NOTE: FIGURE FOR ‘WORLDWIDE’ REPRESENTS AN AVERAGE OF FEATURED COUNTRIES THAT HAS BEEN WEIGHTED BY INTERNET
57 PENETRATION IN EACH INDIVIDUAL COUNTRY.
58
INDONESIA 63%
INDIA 53%
JAN
CHINA 52%
2019
SOUTH AFRICA 52%
TAIWAN 52%
MALAYSIA 51%
PHILIPPINES 50%
SAUDI ARABIA 49%
EGYPT 49%
COLOMBIA 48%
WORLDWIDE 47%
U.A.E. 47%
SINGAPORE 46%
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THAILAND 46%
ARGENTINA 46%
TURKEY 46%
PORTUGAL 45%
AUSTRIA 45%
USE OF AD BLOCKERS
BRAZIL 45%
NEW ZEALAND 45%
POLAND 45%
U.S.A. 44%
IRELAND 44%
MEXICO 43%
SWEDEN 42%
CANADA 42%
SPAIN 42%
GERMANY 41%
HONG KONG 41%
SWITZERLAND 40%
U.K. 39%
RUSSIA 39%
VIETNAM 38%
PERCENTAGE OF INTERNET USERS WHO USE AN AD-BLOCKING TOOL TO PREVENT THE DISPLAY OF ADVERTISING CONTENT
FRANCE 37%
DENMARK 37%
BELGIUM 36%
AUSTRALIA 36%
ITALY 35%
NETHERLANDS 31%
SOUTH KOREA 25%
JAPAN 19%
JAN CONTENT STREAMING ACTIVITIES
2019 PERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED]
WATCH VIDEOS STREAM TV CONTENT PLAY GAMES STREAMED WATCH LIVE STREAMS OF WATCH E-SPORTS
ONLINE VIA THE INTERNET LIVE VIA THE INTERNET OTHERS PLAYING GAMES TOURNAMENTS
92% 58% 30% 23% 16%
WE ARE SOCIAL’S PERSPECTIVE: THE INTERNET IN 2019
Live content formats and new platforms are key elements of a changing landscape, with a
growing desire to take a break from the internet set to shake up the battle for online attention.
THE LONG AND SHORT OF IT NEW PLATFORMS DIGITAL DETOXING

Short content formats have dominated the As the dominant platforms experience Whilst time spent on social has still increased overall,
internet and social platforms in particular. some changes to their demographic awareness of the negative mental health impacts of social
Now more platforms are taking on traditional reach, new platforms such as Twitch and media has seen the rise of ‘digital detoxing’. Some users are
media and getting into the long form game, TikTok are growing. Meanwhile, WeChat shifting from being ‘always on’ their devices to more conscious,
both live and pre-recorded. Brands should remains central to urban life in China, ‘intentional’ usage, helped by features that allow users to
start by understanding the role of live, long however platforms such as Kuaishou and monitor usage. Brands will increasingly need to go beyond
and short form content for their communities. Douban are showing impressive growth. platform tactics, harnessing culture to ensure relevance.
Download our Think Forward report and dive into these trends and more.
60
HOOTSUITE’S PERSPECTIVE: INTERNET THEMES
Consumers are spending more time online. But in 2018, we saw consumers
worry about the impact of these activities on their digital well-being.
PASSIVE CONTENT CONSUMPTION RETREAT TO PRIVATE SPACES RENEWING CUSTOMER COMMUNITIES

In early 2018, Facebook rolled out To escape noisy news feeds, consumers have Facebook’s shift towards content that creates mean-
algorithm updates. These updates limited flocked to private digital spaces like Stories, ingful connections rather than passive consumption
viral videos and ‘other public content’ Facebook Groups, and messaging apps. As is a loud warning to brands. We need to work hard-
as they worried this passive media brands (and ads) follow them, brands risk being er to create content that’s important, interesting, and
consumption would damage people’s well- ignored if they fail to deliver personalized timely to build deeper customer relationships, rather
being and impact long-term user retention. content that connects on a human level. than filling endless content calendars.
Click here to watch advanced videos from Hootsuite’s Future of Social series
including sessions by Simon Kemp and Hootsuite CMO Penny Wilson.
61
GLOBAL SOCIAL MEDIA USE
62
JAN SOCIAL MEDIA OVERVIEW
2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS IN EACH COUNTRY / TERRITORY
TOTAL NUMBER ACTIVE SOCIAL MEDIA TOTAL NUMBER OF ACTIVE ACTIVE MOBILE SOCIAL
OF ACTIVE SOCIAL USERS AS A PERCENTAGE SOCIAL USERS ACCESSING USERS AS A PERCENTAGE
MEDIA USERS OF TOTAL POPULATION VIA MOBILE DEVICES OF THE TOTAL POPULATION
3.484 45% 3.256 42%

BILLION BILLION
SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL
63 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS.
JAN SOCIAL MEDIA PENETRATION BY REGION
2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
67%
NORTHERN
AMERICA
48%
70% WESTERN
ASIA
SOUTHERN
EUROPE 70% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 40% 54%
62% 46% MIDDLE
WESTERN
ASIA
24%
AFRICA SOUTHERN
CENTRAL
AMERICA 12% ASIA

ASIA
AFRICA
66% 8% EASTERN
AFRICA
SOUTHERN
AMERICA
38% 57%
SOUTHERN OCEANIA
AFRICA
64 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE
UNITED NATIONS GEOSCHEME.
JAN SOCIAL MEDIA USE: REGIONAL OVERVIEW
2019 MONTHLY ACTIVE SOCIAL MEDIA USERS (IN MILLIONS), AND SOCIAL MEDIA PENETRATION, BY REGION
1,158
449
402
285 255
150 139 112 104 96 89 71 48 35 25 24 20 12 12
70% 24% 61% 66% 70% 54% 48% 62% 53% 40% 58% 67% 12% 8% 38% 57% 46% 7% 16%
EASTERN
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTHERN
AMERICA
NORTHERN
AMERICA
WESTERN
ASIA
EASTERN
EUROPE
CENTRAL
AMERICA
WESTERN
EUROPE
NORTHERN
AFRICA
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
AFRICA
EASTERN
AFRICA
SOUTHERN
AFRICA
OCEANIA
CARIBBEAN
MIDDLE
AFRICA
CENTRAL
ASIA
66
U.A.E. 99%
TAIWAN 89%
JAN
SOUTH KOREA 85% 2019
SINGAPORE 79%
HONG KONG 78%
MALAYSIA 78%
ARGENTINA 76%
THAILAND 74%
AUSTRALIA 72%
SWEDEN 72%
NEW ZEALAND 71%
DENMARK 71%
CHINA 71%
PHILIPPINES 71%
U.S.A. 70%
COLOMBIA 68%
SAUDI ARABIA 68%
U.K. 67%
CANADA 67%
MEXICO 67%
IRELAND 66%
BRAZIL 66%
PORTUGAL 65%
BELGIUM 65%
NETHERLANDS 64%
VIETNAM 64%
TURKEY 63%
JAPAN 61%
SPAIN 60%
MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
ITALY 59%
FRANCE 58%
SOCIAL MEDIA PENETRATION IN 2019
INDONESIA 56%
SWITZERLAND 51%
AUSTRIA 50%
RUSSIA 49%
POLAND 47%
MOROCCO 47%
GERMANY
BASED ON ACTIVE USERS OF THE TOP SOCIAL NETWORKS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION
46%
WORLDWIDE 45%
EGYPT 40%
SOUTH AFRICA 40%
INDIA 23%
GHANA 19%
KENYA 16%
NIGERIA 12%
JAN SOCIAL MEDIA PENETRATION RANKING
2019 BASED ON SOCIAL MEDIA PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
01= QATAR 99% 2,692,181 216 NORTH KOREA 0.06% 16,000
01= U.A.E. 99% 9,515,733 215 TURKMENISTAN 0.7% 42,000
03 BRUNEI 94% 410,000 214 CHAD 0.8% 130,000
04 KUWAIT 92% 3,900,000 213 ERITREA 1.1% 56,000
05 CAYMAN IS. 89% 56,000 212 SOUTH SUDAN 1.8% 230,000
06 TAIWAN 89% 21,000,000 211 NIGER 2.1% 480,000
07 MALTA 88% 380,000 210 CENTRAL AFRICAN REP. 2.3% 110,000
08 SOUTH KOREA 85% 43,662,000 209 MALAWI 2.8% 540,000
09 CYPRUS 84% 1,000,000 208 DEM. REP. OF CONGO 3.2% 2,700,000
10 MALDIVES 83% 370,000 207 BURUNDI 4.1% 470,000
67 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
JAN SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION
2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO POPULATION AGED 13+
NORTHERN
EUROPE EASTERN
EUROPE
79%
NORTHERN
AMERICA
56%
83% WESTERN
ASIA
SOUTHERN
EUROPE 82% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 56% 72%
81% 59% MIDDLE
WESTERN
ASIA
31%
AFRICA SOUTHERN
CENTRAL
AMERICA 20% ASIA

ASIA
AFRICA
83% 13% EASTERN

AFRICA
SOUTHERN
AMERICA
51% 71%
SOUTHERN OCEANIA
AFRICA
68 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON ADULT POPULATIONS AGED 13 AND ABOVE. ADVISORY: ‘ELIGIBLE
PENETRATION’ FIGURES HAVE BEEN CAPPED AT 99%, BUT IN SOME COUNTRIES / TERRITORIES, THE FIGURES REPORTED BY INDIVIDUAL PLATFORMS EXCEED THE TOTAL ELIGIBLE POPULATION.
JAN SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION
2019 BASED ON MONTHLY ACTIVE USERS OF THE TOP SOCIAL NETWORKS IN EACH COUNTRY, COMPARED TO TOTAL POPULATION AGED 13+
99%
99%
99%
99%
96%
96%
89%
87%
87%
87%
86%
86%
86%
85%
85%
84%
84%
83%
82%
81%
80%
80%
80%
78%
77%
75%
74%
71%
69%
69%
69%
67%
60%
59%
58%
57%
57%
57%
54%
53%
52%
30%
29%
24%
19%
MALAYSIA
PHILIPPINES
TAIWAN
U.A.E.
ARGENTINA
SOUTH KOREA
SINGAPORE
HONG KONG
SAUDI ARABIA
MEXICO
COLOMBIA
THAILAND
NEW ZEALAND
AUSTRALIA
SWEDEN
CHINA
U.S.A.
DENMARK
IRELAND
BRAZIL
VIETNAM
U.K.
TURKEY
CANADA
BELGIUM
NETHERLANDS
PORTUGAL
INDONESIA
SPAIN
FRANCE
JAPAN
ITALY
MOROCCO
SWITZERLAND
WORLDWIDE
RUSSIA
AUSTRIA
EGYPT
POLAND
SOUTH AFRICA
GERMANY
INDIA
GHANA
KENYA
NIGERIA
JAN SOCIAL MEDIA: ‘ELIGIBLE PENETRATION’ RANKING
2019 BASED ON SOCIAL MEDIA PENETRATION OF ADULT POPULATIONS AGED 13+ IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# HIGHEST PENETRATION % NO. OF USERS # HIGHEST PENETRATION % NO. OF USERS
01= BRUNEI 99% 410,000 01= TAIWAN 99% 21,000,000
01= CAYMAN IS. 99% 56,000 01= U.A.E. 99% 9,515,733
01= GUAM 99% 130,000 13 ISRAEL 99% 6,400,000
01= ICELAND 99% 280,000 14 CYPRUS 97% 1,000,000
01= KUWAIT 99% 3,900,000 15 BAHRAIN 97% 1,300,000
01= MALAYSIA 99% 25,000,000 16 CURAÇAO 97% 130,000
01= MALDIVES 99% 370,000 17 ARGENTINA 96% 34,000,000
01= MALTA 99% 380,000 18 SOUTH KOREA 96% 43,662,000
01= PHILIPPINES 99% 76,000,000 19 ARUBA 95% 85,000
01= QATAR 99% 2,692,181 20 PERU 94% 24,000,000
JAN SOCIAL MEDIA GROWTH RANKINGS: ABSOLUTE
2019 BASED ON THE YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# ABSOLUTE INCREASE ▲ USERS ▲% # ABSOLUTE INCREASE ▲USERS ▲%
01 CHINA +95,325,000 +10% 09= SOUTH AFRICA +5,000,000 +28%
02 INDIA +60,000,000 +24% 12= BANGLADESH +4,000,000 +13%
03 INDONESIA +20,000,000 +15% 12= UKRAINE +4,000,000 +31%
04 BRAZIL +10,000,000 +8% 14= COLOMBIA +3,000,000 +10%
05 PHILIPPINES +9,000,000 +13% 14= MYANMAR +3,000,000 +17%
06= IRAN +7,000,000 +18% 16 ETHIOPIA +2,300,000 +61%
06= JAPAN +7,000,000 +10% 17 RUSSIAN FEDERATION +2,206,700 +3%
06= VIETNAM +7,000,000 +13% 18 CUBA +2,075,578 +47%
09= MEXICO +5,000,000 +6% 19= ALGERIA +2,000,000 +10%
09= NIGERIA +5,000,000 +26% 19= PAKISTAN +2,000,000 +6%
71 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: GROWTH FIGURES BASED ON DATA REPORTED IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
JAN SOCIAL MEDIA GROWTH RANKINGS: RELATIVE
2019 BASED ON THE YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# PERCENTAGE CHANGE ▲% ▲ USERS # PERCENTAGE CHANGE ▲% ▲ USERS
01 WESTERN SAHARA +364% +102,000 11= COMOROS +31% +40,000
02 ETHIOPIA +61% +2,300,000 11= UKRAINE +31% +4,000,000
03 UZBEKISTAN +54% +700,000 13 VANUATU +30% +21,000
04 CUBA +47% +2,075,578 14 ANGOLA +30% +800,000
05 U.S. VIRGIN IS. +46% +11,000 15 ZAMBIA +29% +500,000
06 TAJIKISTAN +42% +130,000 16 SIERRA LEONE +29% +140,000
07 BURKINA FASO +41% +380,000 17 SOUTH AFRICA +28% +5,000,000
08 KYRGYZSTAN +38% +500,000 18 TURKMENISTAN +27% +9,000
09 BURUNDI +38% +130,000 19= MADAGASCAR +26% +500,000
10 TIMOR-LESTE +37% +150,000 19= NIGERIA +26% +5,000,000
72 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: GROWTH FIGURES BASED ON DATA REPORTED IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
JAN SOCIAL MEDIA USERS OVER TIME
2019 NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
3,484
3,196
2,796
2,307
2,078
1,857
+12% +11% +21% +14% +9%

2014 2015 2016 2017 2018 2019
73 SOURCE: BASED ON DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS. SEE HTTPS://DATAREPORTAL.COM/ FOR FULL DETAILS.
JAN SOCIAL MEDIA AUDIENCE PROFILE
2019 BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
19%
FEMALE
16% MALE
13%
11%
9%
7%
5% 5%
4%
3% 3% 3%
2% 2%
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
SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
74 FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING
JAN SOCIAL MEDIA GENDER RATIO RANKINGS
2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN SOCIAL MEDIA AUDIENCES
COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW
# HIGHEST FEMALE RATIO %♀ FEMALE USERS # HIGHEST MALE RATIO %♂ MALE USERS
01 UKRAINE 57% 9,400,000 01 YEMEN 85% 2,000,000
02 MICRONESIA 57% 13,000 02 AFGHANISTAN 84% 3,200,000
03 MOLDOVA 56% 660,000 03 CHAD 83% 110,000
04 VENEZUELA 56% 7,300,000 04 NIGER 81% 390,000
05= FRENCH POLYNESIA 56% 100,000 05 SOUTH SUDAN 79% 180,000
05= KAZAKHSTAN 56% 4,000,000 06 PAKISTAN 79% 29,000,000
07 HONG KONG 55% 3,100,000 07 INDIA 77% 240,000,000
08 AMERICAN SAMOA 55% 16,000 08 TAJIKISTAN 77% 340,000
09 LATVIA 55% 540,000 09 QATAR 76% 2,300,000
10 KIRIBATI 55% 17,000 10 MALI 75% 1,200,000
75 SOURCE: BASED ON FACEBOOK DATA FOR ADVERTISING AUDIENCES ACROSS FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER (JANUARY 2019); KEPIOS ANALYSIS.
JAN SOCIAL MEDIA BEHAVIOURS
2019 HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED]
VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET
NETWORK OR 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
global global
web web
index index
98% 83% 2H 16M 8.9 24%
76 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
77
PHILIPPINES 04:12
BRAZIL 03:34
JAN
COLOMBIA 03:31 2019
INDONESIA 03:26
ARGENTINA 03:18
NIGERIA 03:17
MEXICO 03:12
THAILAND 03:11
GHANA 03:07
EGYPT 03:04
U.A.E. 02:59
MALAYSIA 02:58
web
global
index
SAUDI ARABIA 02:50
SOUTH AFRICA 02:48
KENYA 02:47
TURKEY 02:46
MOROCCO 02:33
VIETNAM 02:32
INDIA 02:32
RUSSIA 02:16
WORLDWIDE 02:16
PORTUGAL 02:09
SINGAPORE 02:08
U.S.A. 02:04
CHINA 01:57
IRELAND
01:53
TAIWAN 01:52
ITALY 01:51
U.K. 01:50
SWEDEN 01:49
CANADA 01:47
HONG KONG 01:47
POLAND 01:45
NEW ZEALAND 01:43
TIME PER DAY SPENT USING SOCIAL MEDIA
SPAIN 01:39
AUSTRALIA 01:31
BELGIUM 01:31
DENMARK 01:31
AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA VIA ANY DEVICE, IN HOURS AND MINUTES [SURVEY BASED]
FRANCE 01:17
NETHERLANDS 01:16
SWITZERLAND 01:16
AUSTRIA 01:12
SOUTH KOREA 01:09
GERMANY 01:04
JAPAN 00:36
JAN EVOLUTION OF TIME PER DAY SPENT USING SOCIAL
2019 AVERAGE AMOUNT OF TIME SPENT PER DAY USING SOCIAL MEDIA (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
2H 15M 2H 16M
2H 08M
1H 52M
1H 37M 1H 40M
global
web
index
+3.1% +12% +14% +5.5% +0.7%

2014 2015 2016 2017 2018 2019
78 SOURCE: GLOBALWEBINDEX. FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
79
INDIA 12.0
INDONESIA 11.2
JAN
VIETNAM 10.8 2019
COLOMBIA 10.5
THAILAND 10.5
PHILIPPINES 10.4
MEXICO 10.3
EGYPT 10.1
U.A.E. 10.1
MALAYSIA 10.0
TURKEY 9.7
BRAZIL 9.4
web
global
index
SAUDI ARABIA 9.3
ARGENTINA 9.0
CHINA 9.0
WORLDWIDE 8.9
SINGAPORE 8.8
HONG KONG 8.8
PORTUGAL 8.5
SOUTH AFRICA 8.5
TAIWAN 8.4
IRELAND 7.9
SPAIN 7.9
ITALY 7.4
POLAND 7.3
NEW ZEALAND
7.2
DENMARK 7.2
U.S.A. 7.1
U.K. 7.1
SWEDEN 7.1
RUSSIA 7.0
NIGERIA 6.9
CANADA 6.8
KENYA 6.8
BELGIUM 6.7
SWITZERLAND 6.6
GHANA 6.6
SOUTH KOREA 6.3
BASED ON INTERNET USERS’ MEMBERSHIP (BUT NOT NECESSARILY ACTIVE USE) OF SOCIAL MEDIA PLATFORMS [SURVEY BASED]
NETHERLANDS 6.2
AUSTRIA 6.2
AUSTRALIA 6.1
MOROCCO 6.0
FRANCE 5.8
AVERAGE NUMBER OF SOCIAL ACCOUNTS PER PERSON
GERMANY 5.1
JAPAN 3.7
80
VIETNAM 45%
COLOMBIA 42%
JAN
INDONESIA 37%
2019
EGYPT 35%
SOUTH AFRICA 35%
ARGENTINA 34%
PHILIPPINES 34%
THAILAND 34%
MALAYSIA 32%
U.A.E. 32%
INDIA 32%
web
global
index
MEXICO 29%
BRAZIL 29%
TURKEY 26%
CHINA 24%
WORLDWIDE 24%
SAUDI ARABIA 22%
PORTUGAL 21%
SINGAPORE 21%
SWITZERLAND 20%
SPAIN 19%
POLAND 17%
AUSTRIA 16%
SWEDEN 16%
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES
DENMARK 16%
IRELAND 16%
NEW ZEALAND 15%
HONG KONG 15%
TAIWAN 14%
NETHERLANDS 14%
CANADA 14%
RUSSIA 14%
U.S.A. 14%
U.K. 13%
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
AUSTRALIA 13%
BELGIUM 13%
ITALY 11%
GERMANY 10%
FRANCE 10%
SOUTH KOREA 8%
JAPAN 6%
JAN SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS
2019 BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS
FACEBOOK 2,271
YOUTUBE 1,900
WHATSAPP 1,500
FB MESSENGER 1,300
WEIXIN / WECHAT 1,083
INSTAGRAM 1,000
QQ 803
QZONE 531
DOUYIN / TIKTOK 500
SINA WEIBO 446
REDDIT 330
TWITTER 326 DATA UPDATED TO:
DOUBAN 320 25 JANUARY 2019
LINKEDIN** 303
BAIDU TIEBA* 300
SKYPE* 300 SOCIAL NETWORK
SNAPCHAT** 287
VIBER* 260 MESSENGER / VOIP
PINTEREST 250
LINE 194
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *ADVISORY: PLATFORMS
81 IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA.
LINKEDIN FIGURE IS BASED ON MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017).
JAN CHANGE IN ACTIVE USERS BY SOCIAL PLATFORM
2019 QUARTER-ON-QUARTER CHANGE IN THE NUMBER OF ACTIVE USERS* REPORTED BY EACH SOCIAL PLATFORM
FACEBOOK WECHAT INSTAGRAM QQ
+1.7% +2.3% +4.4% -0.1%

+37 MILLION +25 MILLION +38 MILLION -600 THOUSAND
SINA WEIBO TWITTER SNAPCHAT LINE*
+3.5% -2.7% -12% +0.6%

+15 MILLION -9 MILLION -41 MILLION +1 MILLION
SOURCES: FACEBOOK, WECHAT, QQ, SINA WEIBO, TWITTER, LINE: LATEST EARNINGS ANNOUNCEMENTS (AS AT JANUARY 2019); INSTAGRAM, SNAPCHAT: LATEST DATA FROM SELF-SERVE
82 ADVERTISING TOOLS (JANUARY 2019). *ADVISORY: FIGURES FOR EACH PLATFORM ARE DERIVED FROM VARYING DEFINITIONS OF ‘ACTIVE USER’. ACTIVE USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. FIGURES FOR LINE ARE BASED ON THE COMPANY’S SELF-DECLARED “FOUR KEY COUNTRIES” (AS REPORTED IN COMPANY EARNINGS RELEASES), NOT TOTAL GLOBAL USERS.
JAN TOP SOCIAL MESSENGERS AROUND THE WORLD
2019 THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018
WHATSAPP (133)
FACEBOOK MESSENGER (75)
VIBER (10)
IMO (3)
LINE (3)
TELEGRAM (3)
WECHAT (3)
GOOGLE MESSAGES (1)
HANGOUTS (1)
KAKAOTALK (1)
ZALO (1)
UNKNOWN (11)
SOURCE: BASED ON SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018).
83 NOTE: FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
JAN SOCIAL MEDIA ADVERTISING AUDIENCES
2019 A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS
TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING
AUDIENCE ON FACEBOOK AUDIENCE ON INSTAGRAM AUDIENCE ON TWITTER AUDIENCE ON SNAPCHAT AUDIENCE ON LINKEDIN
(MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (REGISTERED MEMBERS)
2,121 895 251 307 604

MILLION MILLION MILLION MILLION MILLION
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
43% 57% 50% 50% 34% 66% 60% 38% 44% 56%
SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL
84 ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS.
GLOBAL FACEBOOK USE
85
JAN FACEBOOK AUDIENCE OVERVIEW
2019 BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

FACEBOOK REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN FACEBOOK THAT FACEBOOK THAT FACEBOOK
ADVERTS ON FACEBOOK ADVERTS ON FACEBOOK ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
2.121 35% +0.9% 43% 57%

BILLION
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
86 ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. AS A RESULT,
FIGURES ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS.
JAN FACEBOOK AUDIENCE PROFILE
2019 SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
19%
16%
FEMALE
13%
MALE
11%
9%
7%
5% 5%
3%
3% 3% 3% 2% 2%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FACEBOOK DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
87 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE FACEBOOK PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE FACEBOOK USERS. PERCENTAGES MAY
NOT SUM TO 100% DUE TO ROUNDING.
JAN FACEBOOK’S ADVERTISING AUDIENCE
2019 POTENTIAL ADVERTISING REACH ON FACEBOOK, BY AGE GROUP AND GENDER
AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
13-17 134,000,000 60,000,000 3% 74,000,000 3%
18-24 570,000,000 230,000,000 11% 340,000,000 16%
25-34 670,000,000 270,000,000 13% 400,000,000 19%
35-44 340,000,000 150,000,000 7% 190,000,000 9%
45-54 207,000,000 97,000,000 5% 110,000,000 5%
55-64 116,000,000 60,000,000 3% 56,000,000 3%
65+ 84,000,000 43,000,000 2% 41,000,000 2%
TOTAL 2,121,000,000 910,000,000 43% 1,211,000,000 57%
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FACEBOOK DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
88 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE FACEBOOK PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE FACEBOOK USERS. PERCENTAGES MAY
89
U.A.E. 105%
PHILIPPINES 98%
JAN
MALAYSIA 98% 2019
ARGENTINA 90%
TAIWAN 90%
MEXICO 85%
THAILAND 84%
HONG KONG 83%
SINGAPORE 83%
COLOMBIA 81%
NEW ZEALAND 81%
DENMARK 79%
VIETNAM 79%
SWEDEN 77%
U.S.A. 76%
AUSTRALIA 76%
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.

BRAZIL 75%
IRELAND 74%
BELGIUM 72%
CANADA 71%
U.K. 71%
PORTUGAL 70%
NETHERLANDS 67%
TURKEY 66%
FRANCE 64%
INDONESIA 61%
MOROCCO 60%
SPAIN 60%
ITALY 59%
FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
SAUDI ARABIA 57%

EGYPT 56%
SOUTH AFRICA 53%
POLAND 51%
SWITZERLAND 51%
AUSTRIA 51%
GERMANY 44%
SOUTH KOREA 37%
FACEBOOK AUDIENCE: ELIGIBLE PENETRATION
WORLDWIDE 35%
INDIA 29%
GHANA 28%
KENYA 23%
JAPAN 22%
NIGERIA 18%
RUSSIA 11%
CHINA 0.2%
JAN FACEBOOK REACH RANKINGS
2019 BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE
# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ
01 INDIA 300,000,000 +3.4% +10,000,000 11 EGYPT 39,000,000 0% [UNCHANGED]
02 U.S.A. 210,000,000 0% [UNCHANGED] 12 PAKISTAN 36,000,000 0% [UNCHANGED]
03= BRAZIL 130,000,000 0% [UNCHANGED] 13 FRANCE 35,000,000 +2.9% +1,000,000
03= INDONESIA 130,000,000 0% [UNCHANGED] 14 BANGLADESH 33,000,000 +3.1% +1,000,000
05 MEXICO 86,000,000 +1.2% +1,000,000 15= ARGENTINA 32,000,000 0% [UNCHANGED]
06 PHILIPPINES 75,000,000 +2.7% +2,000,000 15= COLOMBIA 32,000,000 0% [UNCHANGED]
07 VIETNAM 61,000,000 0% [UNCHANGED] 15= GERMANY 32,000,000 0% [UNCHANGED]
08 THAILAND 50,000,000 -2.0% -1,000,000 18 ITALY 31,000,000 0% [UNCHANGED]
09 TURKEY 43,000,000 -2.3% -1,000,000 19 JAPAN 25,000,000 0% [UNCHANGED]
10 U.K. 40,000,000 0% [UNCHANGED] 20 MALAYSIA 24,000,000 +4.3% +1,000,000
90 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN FACEBOOK ELIGIBLE PENETRATION RANKINGS
2019 COUNTRIES WITH THE HIGHEST RATES OF FACEBOOK ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+
# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ
01 QATAR 112% 2,700,000 0% 11 ICELAND 93% 260,000 -3.7%
02 U.A.E. 105% 8,800,000 0% 12 MONGOLIA 92% 2,200,000 +4.8%
03 BRUNEI 100% 350,000 0% 13 ECUADOR 92% 12,000,000 0%
04 PHILIPPINES 98% 75,000,000 +2.7% 14 KUWAIT 91% 3,000,000 0%
05 MALTA 98% 370,000 0% 15 ISRAEL 91% 5,900,000 -4.8%
06 MALAYSIA 98% 24,000,000 +4.3% 16 ARGENTINA 90% 32,000,000 0%
07 MALDIVES 97% 350,000 0% 17 ARUBA 90% 81,000 +37.3%
08 GUAM 95% 120,000 0% 18 CYPRUS 90% 930,000 +3.3%
09 PERU 94% 24,000,000 +4.3% 19 TAIWAN 90% 19,000,000 0%
10 CAYMAN IS. 94% 50,000 0% 20 CURAÇAO 89% 120,000 0%
91 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN FACEBOOK MONTHLY ACTIVE USERS OVER TIME
2019 THE NUMBER OF PEOPLE* USING FACEBOOK AROUND THE WORLD EACH YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
NOTE: THESE FIGURES REPRESENT THE TOTAL ACTIVE FACEBOOK USER BASE*, NOT THE ADVERTISING AUDIENCE THAT WE REFERENCE ELSEWHERE IN THIS REPORT
2,271
2,072
1,788
1,545
1,350
1,189
+14% +14% +16% +16% +9.6%

2014 2015 2016 2017 2018 2019
SOURCE: FACEBOOK QUARTERLY EARNINGS PRESENTATIONS. FIGURES REPRESENT WORLDWIDE MONTHLY ACTIVE USER (MAU) NUMBERS FOR Q3 OF THE PREVIOUS YEAR, WHICH WERE THE
92 LATEST AVAILABLE DATA AT THE START OF EACH YEAR REFERENCED IN THE CHART ABOVE. *ADVISORY: THESE FIGURES REPRESENT TOTAL GLOBAL MONTHLY ACTIVE FACEBOOK USERS, WHICH
MAY NOT CORRELATE TO THE FACEBOOK ADVERTISING AUDIENCE FIGURES QUOTED ELSEWHERE IN THIS REPORT. MONTHLY ACTIVE USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
JAN FACEBOOK AUDIENCE: LARGEST INCREASES
2019 BASED ON THE QUARTERLY CHANGE IN FACEBOOK ADVERTISING REACH IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# ABSOLUTE INCREASE ▲ USERS ▲% # RELATIVE INCREASE ▲% ▲ USERS
01 INDIA +10,000,000 +3.4% 01 SAMOA +164% +41,000
02 PHILIPPINES +2,000,000 +2.7% 02 EQUATORIAL GUINEA +71% +27,000
03= BANGLADESH +1,000,000 +3.1% 03 KIRIBATI +53% +10,000
03= FRANCE +1,000,000 +2.9% 04 ARUBA +37% +22,000
03= MALAYSIA +1,000,000 +4.3% 05 WESTERN SAHARA +35% +34,000
03= MEXICO +1,000,000 +1.2% 06 PALESTINE +20% +300,000
03= NIGERIA +1,000,000 +4.5% 07 JERSEY +16% +9,000
03= PERU +1,000,000 +4.3% 08 ANGOLA +13% +400,000
03= SOUTH AFRICA +1,000,000 +4.5% 09 TONGA +12% +7,000
03= UKRAINE +1,000,000 +8.3% 10 KYRGYZSTAN +11% +70,000
93 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. GROWTH FIGURES ARE VERSUS OCTOBER 2018.
JAN FACEBOOK AUDIENCE: LARGEST DECREASES
2019 BASED ON THE QUARTERLY CHANGE IN FACEBOOK ADVERTISING REACH IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# ABSOLUTE DECREASE ▲ USERS ▲% # RELATIVE DECREASE ▲% ▲ USERS
01= TURKEY -1,000,000 -2.3% 01 UZBEKISTAN -13.2% -130,000
01= THAILAND -1,000,000 -2.0% 02 CHINA -12.1% -400,000
01= SAUDI ARABIA -1,000,000 -6.3% 03 TURKMENISTAN -8.7% -2,000
01= RUSSIAN FEDERATION -1,000,000 -7.1% 04 RUSSIAN FEDERATION -7.1% -1,000,000
05 CHINA -400,000 -12% 05 SAUDI ARABIA -6.3% -1,000,000
06 ISRAEL -300,000 -4.8% 06 NIGER -6.1% -30,000
07= TANZANIA -200,000 -4.4% 07 PAPUA NEW GUINEA -6.1% -50,000
07= CÔTE D'IVOIRE -200,000 -4.1% 08 KOSOVO -6.0% -50,000
09 UZBEKISTAN -130,000 -13% 09 MONTENEGRO -5.7% -20,000
10 YEMEN -100,000 -4.3% 10 OMAN -5.3% -100,000
94 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. GROWTH FIGURES ARE VERSUS OCTOBER 2018.
JAN FACEBOOK GENDER RATIO RANKINGS
2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN FACEBOOK’S ADVERTISING AUDIENCE
01 UKRAINE 59% 7,700,000 01 YEMEN 86% 1,900,000
02 TRANSNISTRIA 57% 24,000 02 CHAD 85% 110,000
03 BELARUS 57% 580,000 03 AFGHANISTAN 84% 3,100,000
04 MOLDOVA 56% 580,000 04 NIGER 82% 380,000
05 LATVIA 56% 500,000 05 PAKISTAN 79% 29,000,000
06 FRENCH POLYNESIA 55% 97,000 06 SOUTH SUDAN 79% 180,000
07 VENEZUELA 55% 6,800,000 07 OMAN 78% 1,400,000
08= AMERICAN SAMOA 55% 16,000 08= INDIA 78% 230,000,000
08= KIRIBATI 55% 16,000 08= SAUDI ARABIA 78% 12,000,000
10 ESTONIA 55% 380,000 10 QATAR 77% 2,100,000
95 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN SHARE OF FACEBOOK USE BY DEVICE
2019 BASED ON THE SIZE OF THE FACEBOOK ADVERTISING AUDIENCE FOR EACH DEVICE
SMARTPHONES LAPTOPS & FEATURE TABLET

& TABLETS DESKTOPS PHONES DEVICES
96% 25% 1.2% 16%

ACTIVE USER ACCOUNTS: ACTIVE USER ACCOUNTS: ACTIVE USER ACCOUNTS: ACTIVE USER ACCOUNTS:
2,240 MILLION 580 MILLION 30 MILLION 380 MILLION
96 SOURCES: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS.

JAN FACEBOOK ACTIVITY FREQUENCY
2019 THE NUMBER OF TIMES A ‘TYPICAL’ USER* 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 9 4 1 8
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
1 1 11 8 6 3 1 1 9 6
97 SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
98
9
AUSTRALIA
9
BRAZIL
JAN
9
DENMARK 2019
9
NEW ZEALAND
7
BELGIUM
7
PHILIPPINES
7
SWEDEN
U.K.
7
SOURCE: FACEBOOK (JANUARY 2019).

6
ARGENTINA
CANADA
6
6
EGYPT
6
IRELAND
6
MEXICO
6
NETHERLANDS
6
NIGERIA
6
THAILAND
6
U.S.A.
5
FRANCE
5
INDONESIA
5
ITALY
5
KENYA
5
PORTUGAL
5
SOUTH AFRICA
5
VIETNAM
4
AUSTRIA
4
COLOMBIA
4
MALAYSIA
4
U.A.E.
4
WORLDWIDE
3
GERMANY
3
GHANA
3
INDIA
3
MOROCCO
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER COMMENTS ON FACEBOOK POSTS
POLAND
3
SPAIN
3
SWITZERLAND
3
TAIWAN
2
HONG KONG
2
SAUDI ARABIA
2
SINGAPORE
2
TURKEY
MEDIAN MONTHLY FACEBOOK COMMENTS PER USER
JAPAN
1
RUSSIA
1
SOUTH KOREA
99
15
MALAYSIA
AUSTRALIA
JAN
DENMARK 2019
IRELAND
14 14 14 14
ITALY
PORTUGAL
SWEDEN 13 13 13
U.S.A.
SOURCE: FACEBOOK (JANUARY 2019).

NETHERLANDS
NEW ZEALAND
THAILAND
12 12 12 12
U.K.
ARGENTINA
BELGIUM
BRAZIL
POLAND
SINGAPORE
11 11 11 11 11 11
TAIWAN
AUSTRIA
CANADA
10 10 10
SPAIN
9
GERMANY
9
MEXICO
9
SOUTH KOREA
9
SWITZERLAND
9
TURKEY
9
VIETNAM
8
FRANCE
8
HONG KONG
8
U.A.E.
8
WORLDWIDE
7
COLOMBIA
7
EGYPT
6
INDONESIA
6
SAUDI ARABIA
5
INDIA
5
MOROCCO
5
PHILIPPINES
4
GHANA
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER CLICKS ON AN ADVERT ON FACEBOOK (ANY AD FORMAT)
KENYA
4
NIGERIA
4
RUSSIA
3
JAPAN
MEDIAN MONTHLY FACEBOOK ADVERT CLICKS PER USER
SOUTH AFRICA
JAN FACEBOOK PAGE REACH BENCHMARKS
2019 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH
CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAID MEDIA vs. TOTAL REACH
+0.13% 8.0% 6.0% 26.0% 27.1%

Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE:
-2.2% -0.4% -2.3% +3.5% +3.3%
(-0.3 BPS) (-3 BPS) (-14 BPS) (+87 BPS) (+88 BPS)
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. ‘Q-O-Q CHANGE’ FIGURES REPRESENT THE QUARTER-ON-QUARTER CHANGE vs. Q3 2018. NOTE: FIGURES
100 REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF
ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF REACH COMPARED TO THE AVERAGES QUOTED HERE.
JAN AVERAGE ORGANIC FACEBOOK POST REACH
2019 BASED ON THE AVERAGE REACH OF A FACEBOOK PAGE* POST COMPARED TO THE POSTING PAGE’S TOTAL PAGE LIKES
7.9%
7.8%
7.8%
7.6%
7.6%
7.2%
7.1%
7.1%
7.1%
7.0%
6.9%
6.9%
6.9%
6.9%
6.6%
6.5%
6.5%
6.4%
6.4%
6.2%
6.2%
6.1%
6.0%
5.9%
5.9%
5.8%
5.8%
5.8%
5.7%
5.7%
5.7%
5.6%
5.5%
5.4%
5.4%
5.1%
5.1%
4.4%
4.3%
4.1%
4.0%
THAILAND
FRANCE
INDONESIA
VIETNAM
SPAIN
NEW ZEALAND
HONG KONG
INDIA
U.A.E.
IRELAND
AUSTRALIA
U.K.
JAPAN
MEXICO
CANADA
SINGAPORE
GERMANY
SOUTH AFRICA
SWEDEN
EGYPT
NETHERLANDS
SWITZERLAND
WORLDWIDE
CHINA
BRAZIL
ITALY
SAUDI ARABIA
AUSTRIA
PHILIPPINES
U.S.A.
TURKEY
KENYA
SOUTH KOREA
POLAND
ARGENTINA
COLOMBIA
BELGIUM
PORTUGAL
MALAYSIA
NIGERIA
TAIWAN
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE,
101 PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE
SIGNIFICANTLY LOWER LEVELS OF REACH COMPARED TO THE AVERAGES QUOTED HERE.
JAN FACEBOOK ENGAGEMENT BENCHMARKS
2019 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH
AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT
RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES OF PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS PAGE STATUS POSTS
POST, ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*)
3.75% 6.03% 4.48% 3.01% 2.01%

Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE:
-2.1% +3.4% -4.2% -6.2% -0.9%
(-8 BPS) (+20 BPS) (-20 BPS) (-20 BPS) (-2 BPS)
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. ‘Q-O-Q CHANGE’ FIGURES REPRESENT QUARTER-ON-QUARTER CHANGE vs. Q3 2018. *NOTE: FIGURES
102 REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES’) WILL EXPERIENCE LOWER LEVELS OF
ENGAGEMENT. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
JAN AVERAGE FACEBOOK POST ENGAGEMENT RATES
2019 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH (NOTE: ALL TYPES OF PAGE*)
4.3%
4.2%
4.2%
4.2%
4.2%
4.2%
4.2%
4.1%
4.1%
4.1%
4.1%
4.0%
4.0%
4.0%
4.0%
4.0%
4.0%
4.0%
4.0%
4.0%
4.0%
3.9%
3.9%
3.9%
3.8%
3.8%
3.8%
3.8%
3.7%
3.7%
3.6%
3.5%
3.5%
3.4%
3.3%
3.2%
3.2%
3.1%
3.1%
3.1%
3.1%
INDONESIA
BRAZIL
AUSTRIA
NETHERLANDS
GERMANY
NEW ZEALAND
FRANCE
JAPAN
SAUDI ARABIA
PHILIPPINES
SWEDEN
CHINA
SINGAPORE
CANADA
THAILAND
MALAYSIA
HONG KONG
TURKEY
INDIA
SPAIN
SOUTH AFRICA
AUSTRALIA
TAIWAN
ARGENTINA
POLAND
U.K.
VIETNAM
WORLDWIDE
U.A.E.
MEXICO
U.S.A.
BELGIUM
NIGERIA
EGYPT
IRELAND
COLOMBIA
SWITZERLAND
PORTUGAL
KENYA
SOUTH KOREA
ITALY
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE,
103 PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES’) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE
SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
JAN COMPARING FACEBOOK PERFORMANCE BY PAGE SIZE
2019 COMPARING THE ORGANIC REACH AND OVERALL ENGAGEMENT RATES OF PAGES WITH FEWER THAN 10,000 FANS, AND MORE THAN 100,000 FANS
PAGES WITH FEWER THAN 10,000 ‘FANS’ PAGES WITH MORE THAN 100,000 ‘FANS’
AVERAGE ORGANIC PAGE AVERAGE ENGAGEMENT RATE AVERAGE ORGANIC PAGE AVERAGE ENGAGEMENT RATE
POST REACH vs. PAGE LIKES FOR FACEBOOK PAGE POSTS POST REACH vs. PAGE LIKES FOR FACEBOOK PAGE POSTS
(ALL TYPES OF POST AND PAGE*) (ALL TYPES OF POST AND PAGE*) (ALL TYPES OF POST AND PAGE*) (ALL TYPES OF POST AND PAGE*)
8.80% 4.68% 3.51% 2.98%

SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGE TYPES, AND INCLUDE
104 DATA FOR ORGANIC POSTS AND POSTS WITH PAID MEDIA SUPPORT, ACROSS VIDEOS, PHOTOS, STATUS UPDATES, AND LINK POSTS.
JAN TOP FACEBOOK PAGES
2019 BASED ON FACEBOOK PAGES WITH THE GREATEST NUMBER OF PAGE LIKES
# PAGE CATEGORY ‘FANS’ # PAGE CATEGORY ‘FANS’
01 FACEBOOK PRODUCT / SERVICE 213,439,863 11 EMINEM MUSICIAN 88,014,532
02 SAMSUNG PRODUCT / SERVICE 159,534,892 12 YOUTUBE PRODUCT / SERVICE 83,526,380
03 CRISTIANO RONALDO ATHLETE 122,582,580 13 MR BEAN TV SHOW 82,641,600
04 REAL MADRID C.F. SPORTS TEAM 109,425,674 14 RIHANNA MUSICIAN 79,887,748
05 COCA-COLA PRODUCT / SERVICE 107,533,356 15 MCDONALD’S PRODUCT / SERVICE 78,946,824
06 FC BARCELONA SPORTS TEAM 102,658,087 16 JUSTIN BIEBER MUSICIAN 77,511,620
07 SHAKIRA MUSICIAN 101,753,296 17 WILL SMITH ACTOR 77,312,018
08 VIN DIESEL ACTOR 98,551,962 18 CGTN MEDIA 73,688,844
09 TASTY COOKING 96,194,554 19 MANCHESTER UNITED SPORTS TEAM 73,295,917
10 LEO MESSI ATHLETE 89,883,368 20 HARRY POTTER MOVIE FRANCHISE 72,930,986
105 SOURCE: BASED ON DATA FROM FACEBOOK (JANUARY 2019).

GLOBAL INSTAGRAM USE
106
JAN INSTAGRAM AUDIENCE OVERVIEW
2019 BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

INSTAGRAM REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN INSTAGRAM THAT INSTAGRAM THAT INSTAGRAM
ADVERTS ON INSTAGRAM ADVERTS ON INSTAGRAM ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
894.9 15% +4.4% 50.3% 49.7%

MILLION
107 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
JAN INSTAGRAM AUDIENCE PROFILE
2019 SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
17% 17%
16%
15%
FEMALE
MALE
9%
7%
5%
3% 4%
3%
2%
1% 1% 1%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
108 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY
JAN INSTAGRAM’S ADVERTISING AUDIENCE
2019 POTENTIAL ADVERTISING REACH ON INSTAGRAM, BY AGE GROUP AND GENDER
13-17 57,000,000 30,000,000 3% 27,000,000 3%
18-24 280,400,000 130,200,000 15% 150,200,000 17%
25-34 290,400,000 140,200,000 16% 150,200,000 17%
35-44 142,200,000 76,100,000 9% 66,100,000 7%
45-54 73,100,000 41,100,000 5% 32,000,000 4%
55-64 32,000,000 19,000,000 2% 13,000,000 1%
65+ 19,800,000 11,000,000 1% 8,800,000 1%
TOTAL 894,900,000 447,600,000 50.3% 447,300,000 49.7%
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
109 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY
110
TURKEY 58%
SWEDEN 58%
JAN
SAUDI ARABIA 49% 2019
MALAYSIA 49%
AUSTRALIA 46%
IRELAND 46%
ARGENTINA 45%
DENMARK 44%
U.A.E. 44%
U.S.A. 44%
NEW ZEALAND 43%
NETHERLANDS 43%
U.K. 42%
SINGAPORE 42%
HONG KONG 41%
CANADA 40%
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS.

BRAZIL 40%
PORTUGAL 40%
TAIWAN 39%
SPAIN 37%
ITALY 36%
BELGIUM 36%
SWITZERLAND 34%
FRANCE 31%
COLOMBIA 30%
RUSSIA 30%
AUSTRIA 30%
INDONESIA 29%
SOUTH KOREA 29%
INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
GERMANY 27%
JAPAN 24%
THAILAND 22%
MEXICO 22%
POLAND 21%
EGYPT 16%
WORLDWIDE 15%
MOROCCO 15%
PHILIPPINES 14%
INSTAGRAM AUDIENCE: ELIGIBLE PENETRATION
SOUTH AFRICA 9%
VIETNAM 8%
INDIA 7%
GHANA 7%
KENYA 6%
NIGERIA 5%
CHINA 0.3%
JAN INSTAGRAM REACH RANKINGS
2019 BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE
01 U.S.A. 120,000,000 0% [UNCHANGED] 11 ITALY 19,000,000 0% [UNCHANGED]
02 INDIA 75,000,000 +5.6% +4,000,000 12 FRANCE 17,000,000 +6.3% +1,000,000
03 BRAZIL 69,000,000 +6.2% +4,000,000 13 ARGENTINA 16,000,000 0% [UNCHANGED]
04 INDONESIA 62,000,000 +5.1% +3,000,000 14 SPAIN 15,000,000 0% [UNCHANGED]
05 TURKEY 38,000,000 +2.7% +1,000,000 15= CANADA 13,000,000 0% [UNCHANGED]
06 RUSSIAN FEDERATION 37,000,000 +15.6% +5,000,000 15= SOUTH KOREA 13,000,000 +8.3% +1,000,000
07 JAPAN 27,000,000 +12.5% +3,000,000 15= SAUDI ARABIA 13,000,000 +8.3% +1,000,000
08 U.K. 24,000,000 +4.3% +1,000,000 15= THAILAND 13,000,000 0% [UNCHANGED]
09 MEXICO 22,000,000 +4.8% +1,000,000 19= COLOMBIA 12,000,000 +9.1% +1,000,000
10 GERMANY 20,000,000 +5.3% +1,000,000 19= MALAYSIA 12,000,000 0% [UNCHANGED]
111 SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN INSTAGRAM ELIGIBLE PENETRATION RANKINGS
2019 COUNTRIES WITH THE HIGHEST RATES OF INSTAGRAM USE, COMPARED TO NATIONAL POPULATIONS AGED 13+
# COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ
01 BRUNEI 63% 220,000 0% 11 BAHRAIN 52% 700,000 +1.4%
02 ICELAND 61% 170,000 0% 12 SAUDI ARABIA 49% 13,000,000 +8.3%
03 CAYMAN IS. 59% 31,000 +3.3% 13 MALAYSIA 49% 12,000,000 0%
04 TURKEY 58% 38,000,000 +2.7% 14 CHILE 48% 7,300,000 +2.8%
05 SWEDEN 58% 4,900,000 +2.1% 15 BERMUDA 48% 25,000 0%
06 GUAM 57% 72,000 +4.3% 16 ARUBA 48% 43,000 +43.3%
07 CYPRUS 56% 580,000 +7.4% 17 KAZAKHSTAN 48% 6,800,000 +11.5%
08 KUWAIT 55% 1,800,000 +5.9% 18 MONTENEGRO 47% 250,000 -3.8%
09 ISRAEL 54% 3,500,000 -5.4% 19 ANDORRA 47% 32,000 +14.3%
10 NORWAY 53% 2,400,000 0% 20 PANAMA 46% 1,500,000 +7.1%
112 SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN INSTAGRAM GENDER RATIO RANKINGS
2019 COUNTRIES / TERRITORIES WITH THE GREATEST GENDER SKEWS IN INSTAGRAM’S ADVERTISING AUDIENCE
01 PHILIPPINES 64% 6,700,000 01 AFGHANISTAN 80% 490,000
02 FED. STATES OF MICRONESIA 63% 1,500 02 CHAD 79% 15,000
03 THAILAND 62% 8,400,000 03 SOUTH SUDAN 78% 20,000
04 LAOS 62% 150,000 04 TAJIKISTAN 78% 280,000
05 TRANSNISTRIA 62% 32,000 05 NIGER 77% 60,000
06 AMERICAN SAMOA 61% 3,500 06 MALI 75% 120,000
07 MONGOLIA 61% 250,000 07 BURKINA FASO 75% 85,000
08 TONGA 61% 4,000 08 INDIA 73% 55,000,000
09= ABKHAZIA 60% 52,000 09 YEMEN 73% 300,000
09= BELARUS 60% 1,300,000 10 CENTRAL AFRICAN REP. 73% 7,400
113 SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN TOP INSTAGRAM ACCOUNTS
2019 INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
# ACCOUNT HANDLE FOLLOWERS # ACCOUNT HANDLE FOLLOWERS
01 INSTAGRAM @INSTAGRAM 276,500,000 11 LEO MESSI @LEOMESSI 106,700,000
02 CRISTIANO RONALDO @CRISTIANO 151,900,000 12 JUSTIN BIEBER @JUSTINBIEBER 104,100,000
03 SELENA GOMEZ @SELENAGOMEZ 144,500,000 13 KENDALL JENNER @KENDALLJENNER 102,600,000
04 ARIANA GRANDE @ARIANAGRANDE 143,000,000 14 NICKI MINAJ @NICKIMINAJ 97,800,000
05 DWAYNE JOHNSON @THEROCK 129,000,000 15 NATIONAL GEOGRAPHIC @NATGEO 97,700,000
06 KIM KARDASHIAN @KIMKARDASHIAN 125,200,000 16 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 85,300,000
07 KYLIE JENNER @KYLIEJENNER 124,500,000 17 JENNIFER LOPEZ @JLO 85,200,000
08 BEYONCÉ @BEYONCE 123,000,000 18 NIKE @NIKE 84,000,000
09 TAYLOR SWIFT @TAYLORSWIFT 114,100,000 19 MILEY CYRUS @MILEYCYRUS 80,500,000
10 NEYMAR JR. @NEYMARJR 109,900,000 20 KATY PERRY @KATYPERRY 74,700,000
114 SOURCE: BASED ON DATA FROM INSTAGRAM (JANUARY 2019).

GLOBAL TWITTER USE
115
JAN TWITTER AUDIENCE OVERVIEW
2019 BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
NUMBER OF PEOPLE PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT TWITTER REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN TWITTER THAT TWITTER THAT TWITTER
ADVERTS ON TWITTER ADVERTS ON TWITTER ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
250.8 3.6% -1.5% 34.5% 65.5%

MILLION
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE
116 FIGURES EXTRAPOLATED FROM AVAILABLE DATA.
JAN TWITTER AUDIENCE PROFILE
2019 SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
22%
FEMALE
MALE
15%
13%
10%
9% 9%
6% 6%
4% 4%
13 –17 18 – 24 25 – 34 35 – 49 50+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM MID-POINTS IN THE RANGES THAT TWITTER REPORTS FOR ITS ADVERTISING AUDIENCES.
117 TWITTER DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE TWITTER
PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE TWITTER USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
JAN TWITTER’S ADVERTISING AUDIENCE
2019 POTENTIAL ADVERTISING REACH ON TWITTER, BY AGE GROUP AND GENDER
13-17 25,530,000 11,090,000 4% 14,440,000 6%
18-24 59,830,000 26,320,000 10% 33,510,000 13%
25-34 78,490,000 23,360,000 9% 55,130,000 22%
35-49 52,540,000 15,140,000 6% 37,400,000 15%
50+ 34,390,000 11,060,000 4% 23,330,000 9%
TOTAL 250,780,000 86,970,000 35% 163,810,000 65%
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM MID-POINTS IN THE RANGES THAT TWITTER REPORTS FOR ITS ADVERTISING AUDIENCES.
118 TWITTER DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE TWITTER
PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE TWITTER USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
119
SAUDI ARABIA 43%
JAPAN 34%
JAN
IRELAND 31% 2019
U.A.E. 27%
U.K. 24%
SINGAPORE 19%
U.S.A. 17%
CANADA 17%
SPAIN 15%
NETHERLANDS 15%
SWEDEN 14%
TURKEY 14%
NEW ZEALAND 13%
AUSTRALIA 12%
ARGENTINA 12%
SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS.

MALAYSIA 11%
BELGIUM 11%
SWITZERLAND 10%
DENMARK 10%
FRANCE 10%
PORTUGAL 10%
SOUTH KOREA 10%
THAILAND 8%
AUSTRIA 8%
HONG KONG 7%
MEXICO 7%
PHILIPPINES 7%
COLOMBIA 6%
TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
TAIWAN 5%
GERMANY 5%
BRAZIL 5%
ITALY 4%
SOUTH AFRICA 4%
WORLDWIDE 4%
EGYPT 3%
TWITTER AUDIENCE: ELIGIBLE PENETRATION
INDONESIA 3%
POLAND 3%
KENYA 2%
GHANA 2%
RUSSIA 2%
MOROCCO 2%
NIGERIA 1%
VIETNAM 1%
INDIA 1%
CHINA 0.1%
JAN TWITTER REACH RANKINGS
2019 BASED ON TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE
01 U.S.A. 47,050,000 -4.7% -2,300,000 11 FRANCE 5,560,000 +1.5% +80,000
02 JAPAN 38,600,000 -3.1% -1,250,000 12 CANADA 5,370,000 -1.5% -80,000
03 U.K. 13,600,000 -0.7% -100,000 13 PHILIPPINES 5,075,000 +3.4% +165,000
04 SAUDI ARABIA 11,265,000 -0.7% -75,000 14 THAILAND 4,700,000 +1.4% +65,000
05 TURKEY 9,000,000 +1.9% +170,000 15 SOUTH KOREA 4,390,000 +0.9% +40,000
06 BRAZIL 8,570,000 +1.0% +85,000 16 ARGENTINA 4,200,000 -1.5% -65,000
07 INDIA 7,650,000 -2.2% -175,000 17 GERMANY 3,865,000 0% [UNCHANGED]
08 MEXICO 7,215,000 +3.7% +255,000 18 MALAYSIA 2,630,000 +4.2% +105,000
09 INDONESIA 6,425,000 +4.2% +260,000 19 AUSTRALIA 2,560,000 -2.3% -60,000
10 SPAIN 6,010,000 -6.7% -430,000 20 COLOMBIA 2,405,000 -2.2% -55,000
120 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN TWITTER ELIGIBLE PENETRATION RANKINGS
2019 COUNTRIES WITH THE HIGHEST RATES OF TWITTER ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+
01 CAYMAN IS. 59% 31,200 +95.0% 11 IRELAND 31% 1,233,000 +1.5%
02 KUWAIT 51% 1,675,000 +3.1% 12 ICELAND 31% 85,750 -1.9%
03 ANDORRA 49% 33,600 +29.2% 13 QATAR 29% 708,500 +5.0%
04 ISLE OF MAN 45% 32,800 +36.7% 14 U.A.E. 27% 2,295,000 +5.5%
05 BAHRAIN 43% 581,500 +8.5% 15 OMAN 25% 882,000 +2.7%
06 SAUDI ARABIA 43% 11,265,000 -0.7% 16 BRUNEI 24% 84,900 -4.6%
07 BERMUDA 41% 21,200 +8.2% 17 U.K. 24% 13,600,000 -0.7%
08 ARUBA 37% 33,600 +31.3% 18 GUERNSEY 24% 14,000 -23.9%
09 JAPAN 34% 38,600,000 -3.1% 19 U.S. VIRGIN IS. 23% 19,600 +104.4%
10 NORTHERN MARIANA IS. 32% 14,000 +52.5% 20 ANTIGUA & BARBUDA 23% 18,800 +38.2%
121 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN TWITTER GENDER RATIO RANKINGS
2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN TWITTER’S ADVERTISING AUDIENCE
01 PHILIPPINES 63% 2,965,000 01 GUINEA 90% 20,800
02= BHUTAN 50% 3,200 02 BURKINA FASO 88% 12,000
02= FED. STATES OF MICRONESIA 50% 800 03 MOZAMBIQUE 86% 22,800
02= TONGA 50% 400 04 MAURITANIA 86% 19,600
05 GRENADA 48% 4,400 05 RWANDA 84% 36,800
06 MALAYSIA 47% 1,218,000 06 GHANA 84% 282,000
07 U.S. VIRGIN IS. 47% 10,000 07 LIBERIA 84% 10,410
08 THAILAND 47% 2,115,000 08 MALI 84% 14,400
09= FRENCH GUIANA 47% 6,400 09 INDIA 84% 5,925,000
09= ST. KITTS & NEVIS 47% 3,200 10 CENTRAL AFRICAN REP. 83% 2,000
122 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN TOP TWITTER ACCOUNTS
2019 TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
# ACCOUNT HANDLE FOLLOWERS # ACCOUNT HANDLE FOLLOWERS
01 KATY PERRY @KATYPERRY 106,900,000 11 ARIANA GRANDE @ARIANAGRANDE 60,200,000
02 JUSTIN BIEBER @JUSTINBIEBER 105,000,000 12 KIM KARDASHIAN @KIMKARDASHIAN 59,400,000
03 BARACK OBAMA @BARACKOBAMA 104,300,000 13 DONALD TRUMP @REALDONALDTRUMP 57,400,000
04 RIHANNA @RIHANNA 89,100,000 14 DEMI LOVATO @DDLOVATO 57,300,000
05 TAYLOR SWIFT @TAYLORSWIFT13 83,400,000 15 SELENA GOMEZ @SELENAGOMEZ 56,900,000
06 LADY GAGA @LADYGAGA 77,600,000 16 BRITNEY SPEARS @BRTINEYSPEARS 56,500,000
07 THE ELLEN SHOW @THEELLENSHOW 76,900,000 17 TWITTER @TWITTER 55,900,000
08 CRISTIANO RONALDO @CRISTIANO 76,200,000 18 CNN @CNNBRK 54,600,000
09 YOUTUBE @YOUTUBE 71,200,000 19 SHAKIRA @SHAKIRA 50,900,000
10 JUSTIN TIMBERLAKE @JTIMBERLAKE 64,700,000 20 JIMMY FALLON @JIMMYFALLON 50,800,000
123 SOURCE: BASED ON DATA FROM TWITTER (JANUARY 2019).

GLOBAL SNAPCHAT USE
125
JAN SNAPCHAT AUDIENCE OVERVIEW
2019 BASED ON SNAPCHAT’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

SNAPCHAT REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN SNAPCHAT THAT SNAPCHAT THAT SNAPCHAT
ADVERTS ON SNAPCHAT ADVERTS ON SNAPCHAT ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
306.5 5.1% -12% 60% 38%

MILLION
SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: SNAPCHAT DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE
126 DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE.
JAN SNAPCHAT AUDIENCE PROFILE
2019 SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
13%
13% FEMALE MALE
12%
11%
10%
10%
8% 8%
6%
6%
13 –17 18 – 20 21 – 24 25 –34 35+

YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM THE MID-POINTS IN THE RANGES SNAPCHAT REPORTS FOR ITS ADVERTISING AUDIENCES.
127 SNAPCHAT’S REPORTING INCLUDES GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT DOES NOT REPORT NUMBERS FOR AUDIENCES OTHER THAN MALE OR FEMALE. AS A RESULT, PERCENTAGES
DO NOT SUM TO 100%. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON SNAPCHAT ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL ACTIVE SNAPCHAT USERS.
JAN SNAPCHAT’S ADVERTISING AUDIENCE
2019 POTENTIAL ADVERTISING REACH ON SNAPCHAT, BY AGE GROUP AND GENDER
13-17 54,300,000 34,700,000 11% 19,600,000 6%
18-20 65,410,000 40,250,000 13% 25,160,000 8%
21-24 56,810,000 31,910,000 10% 24,900,000 8%
25-34 71,330,000 41,250,000 13% 30,080,000 10%
35+ 53,890,000 36,380,000 12% 17,510,000 6%
TOTAL 306,530,000 184,490,000 60% 117,250,000 38%
SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM THE MID-POINTS IN THE RANGES SNAPCHAT REPORTS FOR ITS ADVERTISING AUDIENCES.
128 SNAPCHAT’S REPORTING INCLUDES GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT DOES NOT REPORT NUMBERS FOR AUDIENCES OTHER THAN MALE OR FEMALE. AS A RESULT, PERCENTAGES
DO NOT SUM TO 100%. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON SNAPCHAT ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL ACTIVE SNAPCHAT USERS.
129
SAUDI ARABIA 52%
DENMARK 43%
JAN
IRELAND 43%
2019
SWEDEN 41%
NEW ZEALAND 34%
U.S.A. 34%
FRANCE 34%
NETHERLANDS 32%
U.K. 30%
AUSTRALIA 30%
BELGIUM 30%
U.A.E. 24%
CANADA 24%
SWITZERLAND 22%
SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS.

AUSTRIA 22%
GERMANY 15%
POLAND 11%
MEXICO 11%
SINGAPORE 11%
MOROCCO 10%
PORTUGAL 10%
TURKEY 10%
SPAIN 9%
ARGENTINA 8%
HONG KONG 7%
COLOMBIA
SNAPCHAT’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
7%
MALAYSIA 7%
BRAZIL 6%
WORLDWIDE 5%
PHILIPPINES 5%
ITALY 5%
RUSSIA 5%
EGYPT
SNAPCHAT AUDIENCE: ELIGIBLE PENETRATION
4%
SOUTH AFRICA 3%
INDONESIA 2%
NIGERIA 1%
JAPAN 1%
INDIA 1%
THAILAND 0.9%
KENYA 0.9%
JAN SNAPCHAT REACH RANKINGS
2019 BASED ON SNAPCHAT’S ADDRESSABLE ADVERTISING AUDIENCE
01 U.S.A. 93,250,000 -14.8% -16,250,000 10= TURKEY 6,350,000 -25.7% -2,200,000
02 FRANCE 18,500,000 -10.4% -2,150,000 12 RUSSIAN FEDERATION 5,500,000 +8.9% +450,000
03 U.K. 17,150,000 -13.8% -2,750,000 13 NETHERLANDS 4,750,000 -5.9% -300,000
04 SAUDI ARABIA 13,650,000 -15.5% -2,500,000 14 IRAQ 4,300,000 -6.5% -300,000
05 INDIA 11,150,000 +1.8% +200,000 15= INDONESIA 3,800,000 -1.3% -50,000
06 MEXICO 10,900,000 -6.4% -750,000 15= POLAND 3,800,000 -14.6% -650,000
07 GERMANY 10,800,000 -7.3% -850,000 17= PHILIPPINES 3,700,000 +8.8% +300,000
08 BRAZIL 9,900,000 -20.2% -2,500,000 17= SPAIN 3,700,000 -22.1% -1,050,000
09 CANADA 7,700,000 -23.4% -2,350,000 19 SWEDEN 3,450,000 -10.4% -400,000
10= AUSTRALIA 6,350,000 -13.6% -1,000,000 20 EGYPT 3,050,000 +3.4% +100,000
130 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN SNAPCHAT ELIGIBLE PENETRATION RANKINGS
2019 COUNTRIES WITH THE HIGHEST RATES OF SNAPCHAT ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+
01 NORWAY 62% 2,800,000 -5.1% 11 FRANCE 34% 18,500,000 -10.4%
02 BAHRAIN 61% 825,000 0% 12 NETHERLANDS 32% 4,750,000 -5.9%
03 LUXEMBOURG 61% 307,500 0% 13 U.K. 30% 17,150,000 -13.8%
04 SAUDI ARABIA 52% 13,650,000 -15.5% 14 AUSTRALIA 30% 6,350,000 -13.6%
05 KUWAIT 50% 1,650,000 -15.4% 15 BELGIUM 30% 2,950,000 -9.2%
06 DENMARK 43% 2,150,000 -12.2% 16 OMAN 26% 945,000 -14.1%
07 IRELAND 43% 1,700,000 -8.1% 17 U.A.E. 24% 2,050,000 -16.3%
08 SWEDEN 41% 3,450,000 -10.4% 18 JORDAN 24% 1,700,000 -17.1%
09 NEW ZEALAND 34% 1,350,000 -6.9% 19 PUERTO RICO 24% 765,000 0%
10 U.S.A. 34% 93,250,000 -14.8% 20 CANADA 24% 7,700,000 -23.4%
131 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN SNAPCHAT GENDER RATIO RANKINGS
2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN SNAPCHAT’S ADVERTISING AUDIENCE
01 KAZAKHSTAN 90% 1,387,250 01 BAHRAIN 50% 410,850
02 RUSSIAN FEDERATION 88% 4,829,000 02 INDIA 48% 5,363,150
03 INDONESIA 87% 3,294,600 03 LUXEMBOURG 48% 146,370
04 PHILIPPINES 81% 2,989,600 04= NORWAY 47% 1,310,400
05 SOUTH AFRICA 79% 1,063,800 04= SWEDEN 47% 1,614,600
06 CHILE 78% 859,100 06 SAUDI ARABIA 47% 6,374,550
07 PERU 77% 751,725 07= HONG KONG 47% 230,175
08 JAPAN 77% 1,034,100 07= SLOVENIA 47% 156,938
09 COLOMBIA 76% 2,151,750 09 QATAR 46% 243,600
10 GREECE 74% 366,300 10 IRELAND 46% 778,600
132 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS.

GLOBAL LINKEDIN USE
133
JAN LINKEDIN AUDIENCE OVERVIEW
2019 BASED ON LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

LINKEDIN REPORTS AGED 18+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN LINKEDIN THAT LINKEDIN THAT LINKEDIN
ADVERTS ON LINKEDIN ADVERTS ON LINKEDIN ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
604.4 11% +3.2% 44% 56%

MILLION
SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES
134 NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA.
JAN LINKEDIN AUDIENCE PROFILE
2019 SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
20%
FEMALE
18% 17% MALE
13% 13%
11%
6%
3%
18 – 24 25 – 34 35 – 54 55+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON REGISTERED LINKEDIN MEMBERS (AS REPORTED BY LINKEDIN) AND NOT MONTHLY ACTIVE USERS
135 (AS REPORTED BY OTHER PLATFORMS). LINKEDIN DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE
ADVERTISING AUDIENCE ON LINKEDIN ONLY, AND MAY NOT BE REPRESENTATIVE OF ALL ACTIVE LINKEDIN USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
JAN LINKEDIN’S ADVERTISING AUDIENCE
2019 POTENTIAL ADVERTISING REACH ON LINKEDIN, BY AGE GROUP AND GENDER
18-24 140,180,000 64,400,000 11% 75,780,000 13%
25-34 228,760,000 106,070,000 18% 122,690,000 20%
35-54 180,420,000 75,770,000 13% 104,650,000 17%
55+ 55,030,000 18,940,000 3% 36,090,000 6%
TOTAL 604,390,000 265,180,000 44% 339,210,000 56%
SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON REGISTERED LINKEDIN MEMBERS (AS REPORTED BY LINKEDIN) AND NOT MONTHLY ACTIVE USERS
136 (AS REPORTED BY OTHER PLATFORMS). LINKEDIN DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE
ADVERTISING AUDIENCE ON LINKEDIN ONLY, AND MAY NOT BE REPRESENTATIVE OF ALL ACTIVE LINKEDIN USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
JAN LINKEDIN AUDIENCE: ADULT PENETRATION
2019 LINKEDIN’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 18+
60%
59%
56%
55%
55%
54%
53%
53%
51%
50%
43%
39%
38%
36%
33%
29%
28%
24%
23%
22%
21%
20%
18%
18%
14%
13%
13%
12%
11%
11%
11%
11%
9%
8%
7%
7%
6%
6%
6%
6%
4%
4%
4%
4%
2%
NETHERLANDS
U.S.A.
AUSTRALIA
IRELAND
NEW ZEALAND
DENMARK
SINGAPORE
CANADA
U.K.
U.A.E.
SWEDEN
BELGIUM
SWITZERLAND
PORTUGAL
FRANCE
SPAIN
HONG KONG
ITALY
BRAZIL
MALAYSIA
ARGENTINA
COLOMBIA
SOUTH AFRICA
AUSTRIA
SAUDI ARABIA
MEXICO
GERMANY
TURKEY
PHILIPPINES
WORLDWIDE
POLAND
TAIWAN
MOROCCO
GHANA
KENYA
RUSSIA
INDONESIA
SOUTH KOREA
EGYPT
INDIA
THAILAND
NIGERIA
CHINA
VIETNAM
JAPAN
SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY
137 ACTIVE USERS. NOTE THAT THE ‘ELIGIBLE POPULATION’ FOR LINKEDIN REFERS TO ADULTS AGED 18 AND ABOVE, AND NOT ADULTS AGED 13 AND ABOVE, AS USED FOR THE ELIGIBLE AUDIENCES
OF OTHER SOCIAL MEDIA PLATFORMS IN THIS REPORT.
JAN LINKEDIN REACH RANKINGS
2019 BASED ON LINKEDIN’S ADDRESSABLE ADVERTISING AUDIENCE
01 U.S.A. 150,000,000 0% [UNCHANGED] 11= AUSTRALIA 11,000,000 +10.0% +1,000,000
02 INDIA 54,000,000 +3.8% +2,000,000 11= SPAIN 11,000,000 0% [UNCHANGED]
03 CHINA 44,000,000 0% [UNCHANGED] 13 GERMANY 8,800,000 -2.2% -200,000
04 BRAZIL 35,000,000 +2.9% +1,000,000 14 NETHERLANDS 8,300,000 +6.4% +500,000
05 U.K. 27,000,000 +8.0% +2,000,000 15 RUSSIAN FEDERATION 7,600,000 +13.4% +900,000
06 FRANCE 17,000,000 0% [UNCHANGED] 16 PHILIPPINES 7,400,000 +10.4% +700,000
07 CANADA 16,000,000 +6.7% +1,000,000 17 TURKEY 7,300,000 +5.8% +400,000
08= INDONESIA 12,000,000 +9.1% +1,000,000 18 COLOMBIA 7,000,000 +2.9% +200,000
08= ITALY 12,000,000 0% [UNCHANGED] 19 SOUTH AFRICA 6,900,000 +1.5% +100,000
08= MEXICO 12,000,000 -7.7% -1,000,000 20 ARGENTINA 6,800,000 +3.0% +200,000
SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
138 NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS.
JAN LINKEDIN ADULT PENETRATION RANKINGS
2019 COUNTRIES WITH THE HIGHEST RATES OF LINKEDIN ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 18+
01 BERMUDA 93% 45,000 0% 11 ARUBA 55% 46,000 +4.5%
02 ICELAND 85% 220,000 0% 12 NEW ZEALAND 55% 2,000,000 +5.3%
03 AMERICAN SAMOA 78% 28,000 +7.7% 13 DENMARK 54% 2,500,000 +4.2%
04 CAYMAN IS. 75% 37,000 0% 14 SINGAPORE 53% 2,600,000 +13.0%
05 ANDORRA 63% 40,000 +5.3% 15 CANADA 53% 16,000,000 +6.7%
06 U.S. VIRGIN IS. 62% 50,000 0% 16 MALTA 53% 190,000 0%
07 NETHERLANDS 60% 8,300,000 +6.4% 17 GUAM 52% 59,000 0%
08 U.S.A. 59% 150,000,000 0% 18 U.K. 51% 27,000,000 +8.0%
09 AUSTRALIA 56% 11,000,000 +10.0% 19 LUXEMBOURG 51% 240,000 +4.3%
10 IRELAND 55% 2,000,000 0% 20 U.A.E. 50% 4,000,000 +11.1%
SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
JAN LINKEDIN GENDER RATIO RANKINGS
2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN LINKEDIN’S ADVERTISING AUDIENCE
01 LITHUANIA 69% 120,000 01 YEMEN 89% 110,000
02 LATVIA 67% 97,000 02 IRAQ 85% 380,000
03 CHINA 65% 11,000,000 03 SOMALIA 84% 36,000
04 MYANMAR 60% 98,000 04 AFGHANISTAN 84% 170,000
05 GEORGIA 60% 96,000 05 PAKISTAN 83% 3,300,000
06 BHUTAN 59% 19,000 06 SAUDI ARABIA 83% 2,100,000
07 JAMAICA 59% 170,000 07 LIBYA 82% 120,000
08 ROMANIA 56% 1,000,000 08 CHAD 82% 15,000
09 TONGA 56% 2,500 09 MAURITANIA 81% 24,000
10 MOLDOVA 55% 81,000 10 NIGER 81% 29,000
SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS.

GLOBAL YOUTUBE INSIGHTS
141
JAN TOP YOUTUBE SEARCH QUERIES IN 2018
2019 BASED ON SEARCHES ON THE YOUTUBE PLATFORM THROUGHOUT 2018
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 SONG 100 11 MINECRAFT 12
02 SONGS 59 12 NEW SONG 11
03 MOVIES 24 13 เพลง 10
04 MUSIC 21 14 BTS 10
05 BABY 20 15 COMEDY 10
06 DJ 19 16 MÚSICA 8
07 KARAOKE 17 17 CARTOON 8
08 MUSICA 16 18 PEPPA 7
09 FORTNITE 16 19 WWE 7
10 HINDI MOVIE 14 20 SONGS 2018 7
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES
142 FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
JAN MOST-VIEWED YOUTUBE VIDEOS OF ALL TIME
2019 BASED ON THE TOTAL NUMBER OF GLOBAL VIEWS TO JANUARY 2019
# VIDEO VIDEO VIEWS LIKES DISLIKES
01 LUIS FONSI FEAT. DADDY YANKEE – DESPACITO 5,890,000,000 31,600,000 3,800,000
02 ED SHEERAN – SHAPE OF YOU 4,020,000,000 18,760,000 1,050,000
03 WHIZ KHALIFA FEAT. CHARLIE PUTH – SEE YOU AGAIN 3,960,000,000 22,750,000 750,000
04 MARK RONSON FEAT. BRUNO MARS – UPTOWN FUNK 3,430,000,000 12,200,000 750,000
05 GET MOVIES – MASHA AND THE BEAR (EPISODE 17): RECIPE FOR DISASTER 3,400,000,000 4,250,000 2,300,000
06 PSY – GANGNAM STYLE 3,270,000,000 15,250,000 2,150,000
07 JUSTIN BIEBER – SORRY (PURPOSE: THE MOVEMENT) 3,070,000,000 11,150,000 1,450,000
08 MAROON 5 – SUGAR 2,860,000,000 9,650,000 450,000
09 TAYLOR SWIFT – SHAKE IT OFF 2,720,000,000 8,100,000 900,000
10 KATY PERRY – ROAR 2,710,000,000 9,000,000 750,000
143 SOURCES: DBASE (JANUARY 2019); YOUTUBE (JANUARY 2019). VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10 MILLION; LIKES AND DISLIKES TO THE NEAREST 50,000.
JAN TOP YOUTUBE ACCOUNTS
2019 YOUTUBE CHANNELS WITH THE GREATEST NUMBER OF SUBSCRIBERS
# ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS # ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS
01 PEWDIEPIE 80,966,144 20,062,557,279 11 HOLASOYGERMAN 35,330,388 3,750,932,284
02 T-SERIES 80,582,001 58,887,301,801 12 JUSTINBIEBERVEVO 33,917,924 18,296,518,925
03 5-MINUTE CRAFTS 46,833,105 11,631,403,326 13 WHINDERSSONNUNES 33,849,447 2,761,367,140
04 CANAL KONDZILLA 45,461,411 22,402,288,625 14 BADABUN 33,810,940 8,926,671,451
05 JUSTIN BIEBER 42,825,053 18,939,094,641 15 ELRUBIUSOMG 33,137,770 7,240,372,417
06 SET INDIA 39,686,629 27,443,839,706 16 COCOMELON 32,823,651 17,316,617,237
07 WWE 38,606,540 29,372,043,394 17 TAYLOR SWIFT 32,043,063 16,428,363,289
08 DUDE PERFECT 38,139,286 7,001,756,552 18 KATY PERRY 32,029,043 17,174,539,103
09 ED SHEERAN 36,489,362 15,821,238,795 19 JUEGAGERMAN 31,920,320 8,553,437,015
10 EMINEMMUSIC 35,424,882 13,291,442,912 20 FERNANFLOO 31,450,943 6,682,346,054
144 SOURCE: DBASE (JANUARY 2019); YOUTUBE (JANUARY 2019); KEPIOS ANALYSIS.
HOOTSUITE’S PERSPECTIVE: SOCIAL MEDIA THEMES
Rebuilding trust. In the wake of Cambridge Analytica and the fight against fake news, consumer trust in social media channels
plummeted, while trust in experts, journalists, and immediate circles on social media increased. Building employee advocacy programs,
one-to-one messaging at scale, and renewing customer communities will be key strategies for brands in 2019.
Storifying social. Stories—the ephemeral visual slideshows—will surpass feeds as the primary way people share content within the next
year. 64% of marketers have either implemented Instagram Stories into their strategy or plan to do so in the next 12 months, according to
Hootsuite’s 2019 Social Trends survey.
Closing the ads gap. More competition on paid social is forcing marketers to up their game. Marketers recognize that to see real ROI,
they need to pair ad budgets with an equal investment of time, creativity, and targeting savvy.
Cracking the commerce code. Improved social shopping technologies have begun to fuel e-commerce sales. These innovations
include Instagram’s shoppable posts, more brands using live streaming to sell products, and new in-stream buying plugins for Instagram.
Messaging eats the world. Top messaging apps—WhatsApp, Facebook Messenger, WeChat, QQ, and Skype—now collectively
count nearly five billion monthly active users. The core challenge is scaling one-to-one customer interactions on social. Advertising tactics
will also need to adapt, requiring sharper targeting and conversational tact.
Click here to download Hootsuite’s 2019 report on these 5 trends

including new strategies and best-in-class brand examples.
145
WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2019
The question of authenticity is being examined ever more closely. Local and minority voices offer one perspective,
contrasting with the rise of ‘virtual influencers’. Niche content is another way to be authentic in specific, closed groups.
LOCAL LEGITIMACY MINORITY IMPACT MEMES GO NICHE FAKE AUTHENTICITY

This year we saw a fight back Marginalised groups are becoming ‘Niche memes’ have become This year has seen the
against the homogenisation of the most influential microcosms on a way for young people to emergence of virtual influencers
global culture with grassroots social. Brands who ignore them could close off outsiders and share with Instagram stars such as Lil
campaigns to give local voices be left out of the conversations driving vulnerabilities as well as in-jokes. Miquela and Shudu gathering
a platform through social. culture. Meanwhile, brands will be Some brands have used them millions of followers. This is
Brands need to be global in called on to proactively combat to foster deeper connections a trend set to continue but
outlook but local in attitude. hate speech in their social channels. with hard-to-reach audiences. brands need to tread carefully.
146
MOBILE SOCIAL MEDIA USE
147
JAN MOBILE SOCIAL MEDIA PENETRATION BY REGION
2019 ACTIVE ACCOUNTS ON THE TOP PLATFORMS IN EACH COUNTRY / TERRITORY ACCESSING VIA MOBILE, COMPARED TO POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
59%
NORTHERN
AMERICA
40%
61% WESTERN
ASIA
SOUTHERN
EUROPE 70% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 37% 46%
59% 44% MIDDLE
WESTERN
ASIA
22%
AFRICA SOUTHERN
CENTRAL
AMERICA 12% ASIA

ASIA
AFRICA
61% 7% EASTERN
AFRICA
SOUTHERN
AMERICA
36% 51%
SOUTHERN OCEANIA
AFRICA
JAN MOBILE SOCIAL MEDIA USE: REGIONAL OVERVIEW
2019 MONTHLY MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH REGION (IN MILLIONS), COMPARED TO POPULATION
1,157
418
370
262
222
128 117 107 90 87 78 62 45 32 24 21 19 11 6
70% 22% 56% 61% 61% 46% 40% 59% 37% 45% 50% 59% 12% 7% 36% 51% 44% 6% 8%
EASTERN
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTHERN
AMERICA
NORTHERN
AMERICA
WESTERN
ASIA
EASTERN
EUROPE
CENTRAL
AMERICA
NORTHERN
AFRICA
WESTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
AFRICA
EASTERN
AFRICA
SOUTHERN
AFRICA
OCEANIA
CARIBBEAN
MIDDLE
AFRICA
CENTRAL
ASIA
150
U.A.E. 92%
TAIWAN 89%
JAN
MALAYSIA 74%
HONG KONG 72%
SINGAPORE 72%
CHINA 71%
THAILAND 71%
ARGENTINA 69%
PHILIPPINES 67%
NEW ZEALAND 65%
DENMARK 64%
AUSTRALIA 64%
SWEDEN 64%
MEXICO 64%
COLOMBIA 62%
BRAZIL 61%
JAPAN 61%
U.S.A. 61%
VIETNAM 60%
CANADA 59%
U.K. 58%
PORTUGAL 58%
IRELAND 58%
BELGIUM 57%
NETHERLANDS 56%
TURKEY 53%
ITALY 52%
SPAIN 52%
MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
FRANCE 50%
INDONESIA 48%
SAUDI ARABIA 47%
MOROCCO 44%
SWITZERLAND 43%
WORLDWIDE 42%
AUSTRIA 42%
MOBILE SOCIAL MEDIA PENETRATION IN 2019
POLAND 42%
MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORKS IN EACH COUNTRY / TERRITORY, COMPARED TO POPULATION
RUSSIA 40%
SOUTH AFRICA 38%
EGYPT 38%
GERMANY 36%
INDIA 21%
GHANA 18%
KENYA 15%
NIGERIA 12%
JAN MOBILE SOCIAL MEDIA USERS OVER TIME
2019 NUMBER OF MOBILE SOCIAL MEDIA USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
3,256
2,958
2,549
1,968
1,685
862
+95% +17% +30% +16% +10%

2014 2015 2016 2017 2018 2019
151 SOURCE: BASED ON DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS. SEE HTTPS://DATAREPORTAL.COM/ FOR FULL DETAILS.
JAN MOBILE SOCIAL MEDIA PENETRATION RANKING
2019 BASED ON MOBILE SOCIAL MEDIA PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
01 QATAR 99% 2,700,000 216 NORTH KOREA 0.04% 9,800
02 U.A.E. 92% 8,800,000 215 TURKMENISTAN 0.4% 21,000
03 TAIWAN 89% 21,000,000 214 CHAD 0.8% 120,000
04 SOUTH KOREA 85% 43,662,000 213 ERITREA 1.0% 53,000
05 BRUNEI 82% 360,000 212 SOUTH SUDAN 1.7% 220,000
06 CAYMAN IS. 81% 51,000 211 NIGER 2.0% 450,000
07 MALTA 81% 350,000 210 CENTRAL AFRICAN REP. 2.0% 97,000
08 MALDIVES 78% 350,000 209 TAJIKISTAN 2.6% 240,000
09 ARUBA 77% 82,000 208 MALAWI 2.6% 510,000
10 CYPRUS 77% 920,000 207 DEM. REP. OF CONGO 2.8% 2,400,000
152 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
JAN MOBILE SOCIAL MEDIA GROWTH RANKINGS
2019 BASED ON THE YEAR-ON-YEAR CHANGE IN MOBILE SOCIAL MEDIA USERS IN COUNTRIES WITH POPULATIONS OVER 50,000
# ABSOLUTE INCREASE ▲ USERS ▲% # PERCENTAGE CHANGE ▲% ▲ USERS
01 CHINA +95,325,000 +10% 01 WESTERN SAHARA +442% +106,000
02 INDIA +60,000,000 +26% 02 ETHIOPIA +56% +2,000,000
03= BRAZIL +10,000,000 +8% 03 U.S. VIRGIN IS. +55% +12,000
03= INDONESIA +10,000,000 +8% 04 CUBA +53% +2,230,732
03= PHILIPPINES +10,000,000 +16% 05 KYRGYZSTAN +48% +310,000
06 VIETNAM +8,000,000 +16% 06 KAZAKHSTAN +44% +1,100,000
07 JAPAN +7,000,000 +10% 07 BURUNDI +43% +130,000
08= MEXICO +6,000,000 +8% 08 BURKINA FASO +43% +360,000
08= NIGERIA +6,000,000 +35% 09 TAJIKISTAN +41% +70,000
08= SOUTH AFRICA +6,000,000 +38% 10 SOUTH AFRICA +38% +6,000,000
153 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. GROWTH FIGURES BASED ON
DATA REPORTED IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
GLOBAL MOBILE USE
154
JAN MOBILE USERS vs. MOBILE CONNECTIONS
2019 A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS
NUMBER OF UNIQUE UNIQUE MOBILE TOTAL NUMBER MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY USERS AS A PERCENTAGE OF MOBILE AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) OF TOTAL POPULATION CONNECTIONS TOTAL POPULATION UNIQUE MOBILE USER
5.112 67% 8.842 115% 1.73

BILLION BILLION
SOURCE: GSMA INTELLIGENCE (JANUARY 2019). NOTE: TOTAL GLOBAL CONNECTION FIGURES QUOTED HERE ALSO INCLUDE IOT CELLULAR CONNECTIONS, WHICH ARE NOT INCLUDED IN
155 THE LOCAL COUNTRY CONNECTION FIGURES CITED ELSEWHERE IN THESE REPORTS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE
NUMBERS ARE NOT DIRECTLY COMPARABLE TO OUR DIGITAL 2018 REPORTS.
JAN PERSPECTIVE: MOBILE USERS vs. CONNECTIONS
2019 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
5.1 8.8 5.6 7.9

BILLION BILLION BILLION BILLION
SOURCES: GSMA INTELLIGENCE (JANUARY 2019); ERICSSON MOBILITY REPORT (NOVEMBER 2018); ERICSSON MOBILITY CALCULATOR (JANUARY 2019). NOTE: GSMA INTELLIGENCE TOTAL
156 GLOBAL CONNECTION FIGURES QUOTED HERE ALSO INCLUDE IOT CELLULAR CONNECTIONS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO
THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.
JAN MOBILE CONNECTIVITY BY REGION
2019 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS)
NORTHERN
EUROPE EASTERN
EUROPE
120%
NORTHERN
AMERICA
154%
105% WESTERN
ASIA
SOUTHERN
EUROPE 111% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 102% 101%
96% 73% MIDDLE
WESTERN
ASIA
91%
AFRICA SOUTHERN
CENTRAL
AMERICA 86% ASIA

ASIA
AFRICA
109% 62% EASTERN

AFRICA
SOUTHERN
AMERICA
162% 108%
SOUTHERN OCEANIA
AFRICA
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. ADVISORY: MOBILE
157 CONNECTIONS DO NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS
GEOSCHEME.
JAN MOBILE CONNECTIVITY: REGIONAL OVERVIEW
2019 MOBILE CONNECTIONS (IN MILLIONS), AND MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION, BY REGION
1,842
1,725 NUMBER OF CONNECTIONS, IN MILLIONS
NUMBER OF CONNECTIONS vs. TOTAL POPULATION
853
470 448
382 333 279 273 246 226 202 174 126 107 90 74 45 32
111% 91% 129% 109% 154% 105% 86% 101% 62% 102% 116% 132% 96% 120% 162% 53% 103% 108% 73%
EASTERN
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTHERN
AMERICA
EASTERN
EUROPE
NORTHERN
AMERICA
WESTERN
AFRICA
WESTERN
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
SOUTHERN
EUROPE
CENTRAL
AMERICA
NORTHERN
EUROPE
SOUTHERN
AFRICA
MIDDLE
AFRICA
CENTRAL
ASIA
OCEANIA
CARIBBEAN
158 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
159
U.A.E. 200%
HONG KONG 181%
JAN
RUSSIA 172% 2019
SOUTH AFRICA 170%
DENMARK 154%
PORTUGAL 153%
AUSTRIA 151%
VIETNAM 148%
JAPAN 147%
SOURCE: GSMA INTELLIGENCE (Q4 2018).

SWEDEN 146%
ITALY 145%
SINGAPORE 144%
ARGENTINA 135%
THAILAND 133%
NEW ZEALAND 133%
POLAND 133%
INDONESIA 133%
GERMANY 131%
AUSTRALIA 130%
GHANA 130%
SAUDI ARABIA 129%
SWITZERLAND 126%
MALAYSIA 125%
MOROCCO 120%
TAIWAN 120%
SOUTH KOREA 118%
SPAIN 117%
MOBILE CONNECTIVITY IN 2019
MOBILE CONNECTIONS BY COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION
COLOMBIA 116%
PHILIPPINES 116%
WORLDWIDE 115%
CHINA 109%
U.K. 107%
NETHERLANDS 106%
U.S.A. 106%
BRAZIL 102%
FRANCE 99%
IRELAND 98%
EGYPT 93%
CANADA 93%
TURKEY 93%
KENYA 91%
BELGIUM 88%
INDIA 87%
MEXICO 84%
NIGERIA 75%
JAN MOBILE CONNECTIONS OVER TIME
2019 NUMBER OF MOBILE CONNECTIONS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
8,842
8,485
8,050
7,090 7,320
6,573
+7.9% +3.2% +10% +5.4% +4.2%

2014 2015 2016 2017 2018 2019
SOURCES: THE NUMBERS REPORTED IN OUR GLOBAL DIGITAL REPORTS FOR THE RESPECTIVE YEAR, BASED ON NUMBERS FROM GSMA INTELLIGENCE. NOTES: FIGURES FOR SOME YEARS
160 REFLECT CHANGES IN THE BASE DATA AS WELL AS CHANGES IN ACTUAL CONNECTIONS, WHICH MAY MEAN THAT YEAR-ON-YEAR COMPARISONS ARE LESS REPRESENTATIVE. TOTAL
CONNECTION FIGURES ALSO INCLUDE IOT CELLULAR CONNECTIONS.
JAN MOBILE CONNECTIVITY RANKINGS
2019 BASED ON MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
# HIGHEST CONNECTIVITY % CONNECTIONS # LOWEST CONNECTIVITY % CONNECTIONS
01 MACAU 316% 2,010,818 213 MARSHALL IS. 12% 6,129
02 MALDIVES 218% 977,496 212 ERITREA 13% 674,872
03 U.A.E. 200% 19,227,673 211 SOUTH SUDAN 14% 1,844,709
04 U.S. VIRGIN IS. 198% 207,535 210 NORTH KOREA 17% 4,276,383
05 MONTENEGRO 197% 1,237,608 209 MICRONESIA 22% 23,734
06 FINLAND 189% 10,511,515 208 MADAGASCAR 31% 8,304,675
07 HONG KONG 181% 13,521,946 207 PAPUA NEW GUINEA 32% 2,734,008
08 ANTIGUA & BARBUDA 181% 187,169 206 CHAD 37% 5,743,147
09 SEYCHELLES 179% 170,713 205 CUBA 40% 4,571,223
10 COSTA RICA 178% 8,880,689 204 DJIBOUTI 41% 400,391
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE
161 DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.
JAN MOBILE CONNECTIVITY GROWTH: RELATIVE
# PERCENTAGE CHANGE ▲% CONNECTIONS # PERCENTAGE CHANGE ▲% CONNECTIONS
01 BHUTAN +24% +172,252 11 ERITREA +12% +69,644
02 MONTENEGRO +18% +192,934 12 BAHRAIN +11% +270,815
03 LIBERIA +15% +412,239 13 GHANA +11% +3,847,263
04 KENYA +15% +5,945,298 14 ZAMBIA +11% +1,429,173
05 RWANDA +14% +1,212,594 15 FIJI +10% +113,189
06 VANUATU +12% +36,477 16 KIRIBATI +10% +5,282
07 SOMALIA +12% +823,859 17 MARSHALL IS. +10% +558
08 TOGO +12% +715,695 18 NORTH KOREA +10% +385,832
09 ISLE OF MAN +12% +11,633 19 SOUTH AFRICA +10% +8,786,116
10 NIGER +12% +1,026,424 20 SIERRA LEONE +10% +543,107
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE
JAN MOBILE CONNECTIVITY GROWTH: ABSOLUTE
# ABSOLUTE CHANGE CONNECTIONS ▲% # ABSOLUTE CHANGE CONNECTIONS ▲%
01 CHINA +121,873,000 +9% 11 PHILIPPINES +5,061,185 +4%
02 INDIA +32,195,853 +3% 12 GHANA +3,847,263 +11%
03 BANGLADESH +12,957,986 +9% 13 MYANMAR +3,803,249 +7%
04 NIGERIA +10,234,915 +7% 14 MEXICO +3,431,168 +3%
05 SOUTH AFRICA +8,786,116 +10% 15 TANZANIA +3,394,999 +8%
06 PAKISTAN +8,152,350 +6% 16 SAUDI ARABIA +3,338,657 +8%
07 JAPAN +6,909,275 +4% 17 VIETNAM +3,316,632 +2%
08 U.S.A. +6,254,480 +2% 18 DEM. REP. OF CONGO +3,274,354 +9%
09 KENYA +5,945,298 +15% 19 NEPAL +2,880,746 +8%
10 ETHIOPIA +5,741,795 +9% 20 TURKEY +2,871,262 +4%
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE
JAN MOBILE CONNECTIVITY BY DEVICE
2019 BASED ON MOBILE CONNECTIONS* ASSOCIATED WITH VARIOUS KINDS OF MOBILE DEVICE
MOBILE CONNECTIONS* SMARTPHONE MOBILE CONNECTIONS* FEATURE PHONE

ASSOCIATED WITH CONNECTIONS vs. ASSOCIATED WITH CONNECTIONS vs.
SMARTPHONES TOTAL CONNECTIONS* FEATURE PHONES TOTAL CONNECTIONS*
5.453 67% 2.444 30%

BILLION BILLION
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2019). FIGURES REFERENCE REPORTED DATA FOR 2019. *NOTE: TOTAL CONNECTIONS ALSO INCLUDE APPROXIMATELY 270
164 MILLION MOBILE CONNECTIONS (3.3% OF THE TOTAL) USED BY MOBILE PCS, TABLETS, AND ROUTER DEVICES. ADVISORY: ERICSSON REPORTS A DIFFERENT NUMBER FOR TOTAL GLOBAL
CONNECTIONS COMPARED TO THE GSMA INTELLIGENCE FIGURES WE CITE ELSEWHERE IN THIS REPORT, SO FIGURES WILL NOT BE DIRECTLY COMPARABLE.
JAN MOBILE CONNECTIONS BY TYPE
2019 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
CONNECTIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G & 4G)
8.842 115% 75% 25% 71%

BILLION
SOURCE: GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). NOTE: THE FIGURE FOR TOTAL MOBILE CONNECTIONS QUOTED HERE ALSO INCLUDES IOT CELLULAR CONNECTIONS.
165 ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S
REPORTS.
166
GHANA 99%
INDONESIA 97%
JAN
KENYA 97% 2019
NIGERIA 96%
PHILIPPINES 96%
INDIA 92%
MOROCCO 92%
VIETNAM 88%
EGYPT 87%

MEXICO 87%
SOUTH AFRICA 84%
U.A.E. 83%
ITALY 83%
COLOMBIA 80%
THAILAND 77%
RUSSIA 77%
CHINA 76%
SAUDI ARABIA 76%
WORLDWIDE 75%
MALAYSIA 72%
ARGENTINA 71%
BRAZIL 63%
NEW ZEALAND 58%
PORTUGAL 54%
TURKEY 48%
IRELAND 47%
HONG KONG 43%
GERMANY 39%
SINGAPORE 36%
AUSTRALIA 33%
POLAND 31%
SWITZERLAND 31%
U.K.
MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE, AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS
30%
AUSTRIA 26%
U.S.A. 22%
PRE-PAID SHARE OF MOBILE CONNECTIONS
SPAIN 21%
SWEDEN 21%
NETHERLANDS 19%
BELGIUM 17%
TAIWAN 15%
DENMARK 14%
CANADA 13%
FRANCE 9%
SOUTH KOREA 7%
JAPAN 0.3%
JAN MOBILE CONNECTIONS: PRE-PAID vs. POST-PAID
# HIGHEST RATIO OF PRE-PAID PRE-PAID SHARE # HIGHEST RATIO OF POST-PAID POST-PAID SHARE
01= DJIBOUTI 100% 01 JAPAN 100%
01= NORTH KOREA 100% 02 SOUTH KOREA 94%
01= MARSHALL IS. 100% 03 FINLAND 92%
01= MICRONESIA 100% 04 FRANCE 91%
05 BURKINA FASO 100% 05 JERSEY 87%
06 CHAD 100% 06 CANADA 87%
07 BURUNDI 100% 07 DENMARK 86%
08 MALI 100% 08 ISRAEL 85%
09 GUINEA-BISSAU 100% 09 TAIWAN 85%
10 TIMOR-LESTE 99% 10 BULGARIA 84%
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. *NOTE: PERCENTAGES SHOWN IN THESE TABLES HAVE BEEN ROUNDED TO THE NEAREST WHOLE PERCENT, BUT THE RANKINGS
167 ARE BASED ON MORE DETAILED NUMBERS.
168
AUSTRALIA 88.94
NEW ZEALAND 87.85
JAN
SINGAPORE 86.55 2019
DENMARK 84.45
SWEDEN 84.33
CANADA 84.33
U.K. 84.18
NETHERLANDS 84.16
SWITZERLAND 83.70
SOUTH KOREA 83.37
IRELAND 83.05
AUSTRIA 82.41
U.S.A. 81.81
GERMANY 81.78
BELGIUM 81.59
HONG KONG 80.73
JAPAN 80.04
FRANCE 79.87
SPAIN 79.70
PORTUGAL 76.97
POLAND 76.69
ITALY 74.86
U.A.E. 74.27
CHINA 73.98
RUSSIA 71.28
THAILAND 70.66
SOURCE: GSMA INTELLIGENCE MOBILE CONNECTIVITY INDEX. FOR MORE INFORMATION, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
SAUDI ARABIA 70.41

TURKEY 68.21
MALAYSIA 67.97
MEXICO 67.94
ARGENTINA 67.28
PHILIPPINES 67.25
COLOMBIA 64.81
BRAZIL 64.76
VIETNAM 63.03
GSMA INTELLIGENCE’S CONNECTIVITY INDEX
INDONESIA 61.12
SOUTH AFRICA 59.89
MOROCCO 58.04
EGYPT 56.45
INDIA 53.67
GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY (SCORES OUT OF A MAXIMUM OF 100)
GHANA 52.73
KENYA 50.95
NIGERIA 45.91
GLOBAL MOBILE INTERNET USE
169
JAN BROADBAND MOBILE CONNECTIVITY
2019 THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE INDIVIDUALS*)
NORTHERN
EUROPE EASTERN
EUROPE
108%
NORTHERN
AMERICA
112%
97% WESTERN
ASIA
SOUTHERN
EUROPE 97% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 69% 69%
70% 36% MIDDLE
WESTERN
ASIA
47%
AFRICA SOUTHERN
CENTRAL
AMERICA 40% ASIA

ASIA
AFRICA
86% 28% EASTERN

AFRICA
SOUTHERN
AMERICA
99% 100%
SOUTHERN OCEANIA
AFRICA
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. *NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. MOBILE SUBSCRIPTIONS DO
170 NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED LAST YEAR.
JAN MOBILE BROADBAND: REGIONAL OVERVIEW
2019 BROADBAND MOBILE CONNECTIONS (IN MILLIONS), AND AS A PERCENTAGE OF TOTAL POPULATION, BY REGION
1,606
NUMBER OF CONNECTIONS, IN MILLIONS
NUMBER OF CONNECTIONS vs. TOTAL POPULATION
891
669
371 356 326

199 190 165 162 155 126 123 114 66 42 42 29 16
97% 47% 101% 86% 97% 112% 102% 69% 69% 105% 40% 70% 28% 108% 99% 58% 100% 17% 36%
EASTERN
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
SOUTHERN
AMERICA
NORTHERN
AMERICA
EASTERN
EUROPE
WESTERN
EUROPE
WESTERN
ASIA
NORTHERN
AFRICA
SOUTHERN
EUROPE
WESTERN
AFRICA
CENTRAL
AMERICA
EASTERN
AFRICA
NORTHERN
EUROPE
SOUTHERN
AFRICA
CENTRAL
ASIA
OCEANIA
MIDDLE
AFRICA
CARIBBEAN
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. MOBILE SUBSCRIPTIONS DO
171 NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED LAST YEAR.
172
U.A.E. 168%
HONG KONG 158%
JAN
AUSTRIA 146% 2019
JAPAN 145%
DENMARK 143%
SINGAPORE 142%
SWEDEN 133%
THAILAND 133%
PORTUGAL 132%
AUSTRALIA 130%
RUSSIA 128%
NEW ZEALAND 126%
SWITZERLAND 121%
TAIWAN 120%
ITALY 119%
SOUTH KOREA 117%
GERMANY 116%
INDONESIA 112%
MALAYSIA 111%
POLAND 108%
SOUTH AFRICA 104%
ARGENTINA 103%
SAUDI ARABIA 103%
NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON.
PHILIPPINES 99%
SPAIN 99%
U.S.A. 98%
U.K. 98%
CHINA 93%
NETHERLANDS 91%
BRAZIL 91%
CANADA 89%
FRANCE 84%
IRELAND 83%
GHANA 80%
COLOMBIA
76%
TURKEY 76%
MOBILE BROADBAND CONNECTIVITY IN 2019
BELGIUM 75%
WORLDWIDE 74%
THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE INDIVIDUALS*)
MOROCCO 73%
EGYPT 71%
VIETNAM 67%
MEXICO 66%
INDIA 47%
KENYA 40%
NIGERIA 39%
JAN MOBILE BROADBAND CONNECTIVITY RANKINGS
2019 BASED ON BROADBAND MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
HIGHEST RATIO OF 3G & 4G CONNECTIONS vs. POPULATION LOWEST RATIO OF 3G & 4G CONNECTIONS vs. POPULATION
# HIGHEST CONNECTIVITY % CONNECTIONS # LOWEST CONNECTIVITY % CONNECTIONS
01 MACAU 313% 1,994,329 212 MARSHALL IS. 0.5% 245
02 FINLAND 168% 9,337,379 211 CUBA 0.8% 91,424
03 U.A.E. 168% 16,112,790 210 COMOROS 1.5% 12,868
04 HONG KONG 158% 11,765,445 209 EQUATORIAL GUINEA 1.9% 25,692
05 KUWAIT 154% 6,500,995 208 MICRONESIA 3.7% 3,954
06 AUSTRIA 146% 12,768,475 207 SOUTH SUDAN 5.0% 654,872
07 JAPAN 145% 184,117,190 206 PALESTINE 5.3% 271,437
08 DENMARK 143% 8,249,179 205 NIGER 6.8% 1,554,141
09 SINGAPORE 142% 8,291,584 204 CHAD 6.9% 1,082,583
10 COSTA RICA 138% 6,844,347 203 CENTRAL AFRICAN REP. 7.6% 365,189
173 NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR
DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.
174
AUSTRALIA 100%
TAIWAN 100%
JAN
THAILAND 99%
SINGAPORE 99%
JAPAN 99%
AUSTRIA 97%
SWITZERLAND 96%
CANADA 96%

NEW ZEALAND 95%
DENMARK 93%
U.S.A. 93%
U.K. 91%
SWEDEN 91%
MALAYSIA 89%
BRAZIL 89%
GERMANY 89%
HONG KONG 87%
PORTUGAL 86%
NETHERLANDS 86%
PHILIPPINES 86%
FRANCE 85%
CHINA 85%
BELGIUM 85%
IRELAND 85%
SPAIN 85%
INDONESIA 84%
3G & 4G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS
U.A.E. 84%
ITALY 82%
TURKEY 82%
POLAND 81%
SAUDI ARABIA 79%
MEXICO 78%
ARGENTINA 76%
EGYPT 76%
RUSSIA 74%
WORLDWIDE 71%
COLOMBIA 66%
BROADBAND SHARE OF MOBILE CONNECTIONS
GHANA 62%
SOUTH AFRICA 62%
MOROCCO 61%
INDIA 54%
NIGERIA 52%
VIETNAM 45%
KENYA 44%
JAN BROADBAND’S SHARE OF CONNECTIONS OVER TIME
2019 3G & 4G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS, WITH YEAR-ON-YEAR CHANGE
71%
61%
51%
47%
39%
30%
+30% +21% +8.5% +20% +16%

2014 2015 2016 2017 2018 2019
175 SOURCE: GSMA INTELLIGENCE. NOTE: DATA FOR 2014 IS EXTRAPOLATED FROM A SMALLER BASE OF COUNTRIES.
JAN MOBILE BROADBAND vs. ALL CONNECTIONS
2019 BASED ON BROADBAND MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
HIGHEST RATIO OF 3G & 4G CONNECTIONS vs. ALL CONNECTIONS LOWEST RATIO OF 3G & 4G CONNECTIONS vs. ALL CONNECTIONS
# HIGHEST BROADBAND RATIO % CONNECTIONS # LOWEST BROADBAND RATIO % CONNECTIONS
01= AUSTRALIA 100% 32,473,712 212 CUBA 2.0% 91,424
01= NORTH KOREA 100% 4,276,383 211 COMOROS 3.0% 12,868
01= TAIWAN 100% 28,475,633 210 EQUATORIAL GUINEA 4.0% 25,692
04 SOUTH KOREA 100% 60,191,214 209 MARSHALL IS. 4.0% 245
05 THAILAND 99% 91,828,797 208 PALESTINE 6.3% 271,437
06 MACAU 99% 1,994,329 207 GREENLAND 8.8% 5,097
07 SINGAPORE 99% 8,291,584 206 YEMEN 14% 2,642,378
08 JAPAN 99% 184,117,190 205 NIGER 16% 1,554,141
09 AUSTRIA 97% 12,768,475 204 GRENADA 16% 20,721
10 SWITZERLAND 96% 10,407,200 203 MICRONESIA 17% 3,954
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. FIGURES ARE BASED ON MOBILE CONNECTIONS THAT ARE 3G AND ABOVE. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS
176 DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.
177
CANADA 63.1
SINGAPORE 61.0
JAN
AUSTRALIA 56.5 2019
NETHERLANDS 55.1
SOUTH KOREA 51.0
BELGIUM 50.2
U.A.E. 48.1
SWITZERLAND 47.5
DENMARK 47.3
SWEDEN
SOURCE: OOKLA SPEEDTEST (DECEMBER 2018).

46.5
NEW ZEALAND 42.8
TAIWAN 41.3
FRANCE 40.3
AUSTRIA 36.9
SPAIN 34.1
TURKEY 34.1
HONG KONG 32.0
U.S.A. 32.0
GERMANY 31.7
JAPAN 30.9
PORTUGAL 30.2
ITALY 29.7
CHINA 29.4
SAUDI ARABIA 29.3
U.K. 29.2
AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
POLAND 27.9
SOUTH AFRICA 25.5
WORLDWIDE 25.1
IRELAND 22.1
VIETNAM 21.6
BRAZIL 21.2
MEXICO 20.8
MOROCCO 20.8
MALAYSIA 19.9
ARGENTINA 19.4
RUSSIA 19.0
THAILAND 17.6
COLOMBIA 17.5
EGYPT 17.0
KENYA 15.5
AVERAGE MOBILE INTERNET CONNECTION SPEEDS
PHILIPPINES 15.1
NIGERIA 11.7
INDONESIA 10.5
INDIA 10.1
GHANA 8.8
JAN EVOLUTION OF MOBILE DATA CONSUMPTION
2019 TOTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
20
18
16
14
12
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 7.0GB
10
08
06
04
02
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2013 2013 2013 2014 2014 2014 2014 2015 2015 2015 2015 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018
178 SOURCES: ERICSSON MOBILITY REPORT (NOVEMBER 2018), AND DATA EXTRAPOLATED FROM ERICSSON’S MOBILITY VISUALIZER TOOL (JANUARY 2019).
JAN MOBILE DATA TRAFFIC BY REGION
2019 TOTAL MONTHLY MOBILE DATA TRAFFIC TO SMARTPHONES, BY REGION
LATIN NORTH ASIA- MIDDLE EAST WESTERN, CENTRAL,

AMERICA AMERICA PACIFIC & AFRICA & EASTERN EUROPE
2.09 3.57 19.43 2.56 4.87

GIGABYTES GIGABYTES GIGABYTES GIGABYTES GIGABYTES
ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE:
+45% +32% +29% +57% +45%

179 SOURCE: ERICSSON MOBILITY CALCULATOR (JANUARY 2019).
JAN MONTHLY MOBILE DATA USE BY REGION
2019 THE AVERAGE TOTAL AMOUNT OF MOBILE DATA CONSUMED EACH MONTH BY REGION, IN EXABYTES (BILLIONS OF GIGABYTES)
12.1
3.7 3.6
3.2
2.8
2.3
1.9 1.8
NORTHEAST NORTH INDIA WESTERN SOUTHEAST ASIA MIDDLE EAST LATIN CENTRAL &
ASIA AMERICA EUROPE & OCEANIA & AFRICA AMERICA EASTERN EUROPE
180 SOURCE: ERICSSON MOBILITY CALCULATOR (JANUARY 2019). FIGURES REPRESENT THE AVERAGE OF 2018 AND 2019 DATA FOR ALL DEVICES.
JAN SHARE OF FACEBOOK ACCESS BY MOBILE OS
2019 BASED ON EACH OPERATING SYSTEM’S SHARE OF GLOBAL FACEBOOK USERS ACCESSING VIA SMARTPHONES AND / OR TABLETS
PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE

FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING VIA
VIA ANDROID DEVICES VIA APPLE IOS DEVICES OTHER MOBILE OPERATING SYSTEMS
76.9% 14.1% 9.1%

181 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019). FIGURES REPRESENT SHARE OF MOBILE USE ONLY.
JAN MOBILE APPS: GLOBAL TRENDS
2019 GLOBAL APP DOWNLOADS, AND THE VALUE OF THE GLOBAL MOBILE APP MARKET IN U.S. DOLLARS, INCLUDING ANNUAL TRENDS
NUMBER OF MOBILE APPS ANNUAL GROWTH IN TOTAL VALUE OF GLOBAL ANNUAL GROWTH IN VALUE AVERAGE CONSUMER
DOWNLOADED WORLDWIDE THE NUMBER OF MOBILE CONSUMER SPEND ON OF GLOBAL CONSUMER SPEND ON MOBILE APPS
IN 2018 (ALL PLATFORMS) APPS DOWNLOADED MOBILE APPS IN 2018 SPEND ON MOBILE APPS PER SMARTPHONE* IN 2018
194 +9% $101 +23% $20.15

BILLION BILLION
SOURCE: APP ANNIE (JANUARY 2019); ERICSSON MOBILITY VISUALIZER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: THE FIGURE FOR AVERAGE CONSUMER SPEND PER SMARTPHONE IS BASED
182 ON DATA FROM MULTIPLE SOURCES.
JAN MOBILE APPS: GLOBAL CATEGORY RANKINGS
2019 RANKINGS OF MOBILE APP CATEGORIES BY TOTAL GLOBAL DOWNLOADS AND ANNUAL GLOBAL CONSUMER SPEND
GOOGLE PLAY: 2018 DOWNLOADS GOOGLE PLAY: 2018 SPEND iOS: 2018 DOWNLOADS iOS: 2018 SPEND
# APP CATEGORY # APP CATEGORY # APP CATEGORY # APP CATEGORY
01 GAMES 01 GAMES 01 GAMES 01 GAMES
02 TOOLS 02 SOCIAL 02 PHOTO & VIDEO 02 ENTERTAINMENT
03 ENTERTAINMENT 03 ENTERTAINMENT 03 ENTERTAINMENT 03 SOCIAL NETWORKING
04 COMMUNICATION 04 LIFESTYLE 04 UTILITIES 04 MUSIC
05 PHOTOGRAPHY 05 MUSIC & AUDIO 05 SOCIAL NETWORKING 05 PHOTO & VIDEO
06 SOCIAL 06 PRODUCTIVITY 06 SHOPPING 06 LIFESTYLE
07 MUSIC & AUDIO 07 COMMUNICATION 07 LIFESTYLE 07 HEALTH & FITNESS
08 VIDEO PLAYERS & EDITORS 08 HEALTH & FITNESS 08 FINANCE 08 PRODUCTIVITY
09 PRODUCTIVITY 09 DATING 09 PRODUCTIVITY 09 BOOKS
10 SHOPPING 10 EDUCATION 10 EDUCATION 10 EDUCATION
183 SOURCE: APP ANNIE, ‘THE STATE OF MOBILE IN 2019’ REPORT (JANUARY 2019).
JAN GLOBAL MOBILE APP RANKINGS: ACTIVE USERS
2019 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY AVERAGE MONTHLY ACTIVE USERS THROUGHOUT 2018
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
# APP NAME DEVELOPER # APP NAME DEVELOPER
01 FACEBOOK FACEBOOK 01 ANIPOP HAPPY ELEMENTS
02 WHATSAPP MESSENGER FACEBOOK 02 HONOUR OF KINGS TENCENT
03 FACEBOOK MESSENGER FACEBOOK 03 CANDY CRUSH SAGA ACTIVISION BLIZZARD
04 WECHAT TENCENT 04 CLASH OF CLANS SUPERCELL
05 INSTAGRAM FACEBOOK 05 PUBG: EXCITING BATTLEFIELD TENCENT
06 QQ TENCENT 06 PUBG MOBILE TENCENT
07 ALIPAY ANT FINANCIAL SERVICES 07 CLASH ROYALE SUPERCELL
08 TAOBAO ALIBABA GROUP 08 POKÉMON GO NIANTIC
09 WIFI MASTER KEY LINKSURE 09 SUBWAY SURFERS KILOO
10 BAIDU BAIDU 10 HELIX JUMP VOODOO
SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR ANDROID AND IPHONE DEVICES.
184 NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
JAN GLOBAL MOBILE APP RANKINGS: DOWNLOADS
2019 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY THE NUMBER OF DOWNLOADS IN 2018
RANKING OF MOBILE APPS BY DOWNLOADS RANKING OF MOBILE GAMES BY DOWNLOADS
01 FACEBOOK MESSENGER FACEBOOK 01 HELIX JUMP VOODOO
02 FACEBOOK FACEBOOK 02 SUBWAY SURFERS KILOO
03 WHATSAPP MESSENGER FACEBOOK 03 PUBG MOBILE TENCENT
04 TIKTOK (DOUYIN) TOUTIAO 04 FREE FIRE SEA
05 INSTAGRAM FACEBOOK 05 RISE UP SERKAN OZYILMAZ
06 UC BROWSER ALIBABA GROUP 06 LOVE BALLS SUPERTAPX
07 SHAREIT SHAREIT 07 CANDY CRUSH SAGA ACTIVISION BLIZZARD
08 SNAPCHAT SNAP 08 HAPPY GLASS APPLOVIN
09 NETFLIX NETFLIX 09 SNIPER 3D ASSASSIN TFG CO
10 SPOTIFY SPOTIFY 10 KICK THE BUDDY PLAYGENDARY
SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR THE GOOGLE PLAY AND APPLE iOS APP STORES.
JAN GLOBAL MOBILE APP RANKINGS: REVENUE
2019 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL REVENUE GENERATED IN 2018
RANKING OF MOBILE APPS BY REVENUE RANKING OF MOBILE GAMES BY REVENUE
01 NETFLIX NETFLIX 01 FATE/GRAND ORDER SONY
02 TINDER INTERACTIVECORP (IAC) 02 HONOUR OF KINGS TENCENT
03 TENCENT VIDEO TENCENT 03 MONSTER STRIKE MIXI
04 IQIYI BAIDU 04 CANDY CRUSH SAGA ACTIVISION BLIZZARD
05 PANDORA MUSIC PANDORA 05 LINEAGE M NCSOFT
06 KWAI (快手) ONESMILE 06 FANTASY WESTWARD JOURNEY NETEASE
07 YOUTUBE GOOGLE 07 POKÉMON GO NIANTIC
08 YOUKU ALIBABA GROUP 08 DRAGON BALL Z DOKKAN BATTLE BANDAI NAMCO
09 LINE LINE 09 CLASH OF CLANS SUPERCELL
10 HBO NOW TIME WARNER 10 CLASH ROYALE SUPERCELL
SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR THE GOOGLE PLAY AND APPLE iOS APP STORES.
WE ARE SOCIAL’S PERSPECTIVE: MOBILE IN 2019
More smartphone users, faster data connections, and improved camera,
AI, and AR functionality will accelerate streaming and shopping trends.
RIGHT NOW CROWD M-COMMERCE EVERYWHERE TECH TOOLS FOR SHOPPING

In 2018, live-streamed video snared As mobile increases its share of social, Beyond (or before) the transaction,
consumers and kept them hooked long S-commerce means M-commerce. shopping will be enhanced by
after the content had finished. 20% of the Meanwhile dedicated apps, technologies being added to our
videos on Facebook are now Live and integrated payment systems and smartphones: AR ‘lenses’ for visualising
users spend 3x times longer watching this bio-security features make purchase purchases, voice-powered shopping,
content compared to saved video. Now increasingly seamless - in both and conversational AI building your
brands have a chance to reel them in. physical and virtual retail spaces. shopping list within a messaging app.
Learn more about these and other Trends to watch in 2019.
187
HOOTSUITE’S PERSPECTIVE: MOBILE THEMES
Mobile video continues to dominate on social The good news is that many brands are finding
channels. But marketers are struggling to keep success with lo-fi mobile storytelling. The
up with the demand for video content. 52% of Guardian, Dunkin’ Donuts, and WeWork are
respondents to Hootsuite’s 2019 Social Trends early adopters of lo-fi content in Instagram Stories,
survey cited a “lack of video creation (skills or trading traditional video production for quick
budget)” as a key challenge for 2019. content created and consumed entirely on mobile.
Click here to download Hootsuite’s Social Trends 2019 Toolkit

and get best-in-class examples of brands using mobile video.
188
GLOBAL E-COMMERCE USE
189
JAN FINANCIAL INCLUSION FACTORS: GLOBAL OVERVIEW
2019 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
69% 18% 4.4% 29%

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% 20% 28% 30%

SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST AVAILABLE DATA, ACCESSED JANUARY 2019).
190 NOTE: FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTAL POPULATION.
JAN E-COMMERCE ACTIVITIES
2019 PERCENTAGE OF INTERNET USERS WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH [SURVEY BASED]
SEARCHED ONLINE VISITED AN ONLINE PURCHASED A MADE AN ONLINE MADE AN ONLINE

FOR A PRODUCT RETAIL STORE ON THE PRODUCT OR SERVICE PURCHASE VIA A LAPTOP PURCHASE VIA A
OR SERVICE TO BUY WEB (ANY DEVICE) ONLINE (ANY DEVICE) OR DESKTOP COMPUTER MOBILE DEVICE
global global
web web
index index
84% 91% 75% 42% 55%
192
INDONESIA 86%
CHINA 82%
JAN
GERMANY 81%
2019
U.K. 81%
THAILAND 80%
AUSTRIA 79%
SOUTH KOREA 79%
TAIWAN 78%
U.S.A. 77%
VIETNAM 77%
POLAND 76%
web
global
index
ITALY 75%
WORLDWIDE 75%
MALAYSIA 75%
INDIA 74%
SINGAPORE 73%
SWEDEN 73%
SPAIN 72%
NETHERLANDS 72%
IRELAND 72%
FRANCE
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018); KEPIOS ANALYSIS. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
71%
SWITZERLAND 71%
NEW ZEALAND 70%
PHILIPPINES 70%
AUSTRALIA 69%
U.A.E. 68%
BELGIUM 68%
BRAZIL 68%
JAPAN 68%
HONG KONG 68%
DENMARK 67%
TURKEY 67%
CANADA 66%
MEXICO 65%
E-COMMERCE USE AMONGST INTERNET USERS
PERCENTAGE OF INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH [SURVEY-BASED]
SAUDI ARABIA 64%

ARGENTINA 62%
PORTUGAL 59%
RUSSIA 58%
COLOMBIA 56%
SOUTH AFRICA 55%
EGYPT 47%
193
INDONESIA 76%
CHINA 74%
JAN
THAILAND 71%
2019
SOUTH KOREA 63%
VIETNAM 62%
INDIA 60%
MALAYSIA 58%
PHILIPPINES 57%
TAIWAN 56%
WORLDWIDE 55%
U.A.E. 55%
SINGAPORE 54%
HONG KONG 54%
SAUDI ARABIA 51%
TURKEY 50%
DENMARK 47%
MEXICO 46%
SWEDEN 46%
U.K. 45%
BRAZIL 45%
web
U.S.A.
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018); KEPIOS ANALYSIS. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
44%
global
index
ARGENTINA 43%
IRELAND 42%
ITALY 42%
SPAIN 40%
SOUTH AFRICA 38%
COLOMBIA 37%
AUSTRALIA 37%
POLAND 36%
NEW ZEALAND 36%
SWITZERLAND 35%
AUSTRIA 35%
CANADA 35%
NETHERLANDS 34%
M-COMMERCE USE AMONGST INTERNET USERS
JAPAN 34%
PERCENTAGE OF INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE PHONE IN THE PAST MONTH [SURVEY-BASED]
PORTUGAL 33%
EGYPT 32%
RUSSIA 32%
GERMANY 29%
BELGIUM 29%
FRANCE 26%
194
U.S.A. $1,952
U.K. $1,639
JAN
2019
SOUTH KOREA $1,533
CANADA $1,493
DENMARK $1,383
AUSTRIA $1,260
SWEDEN $1,258
SWITZERLAND $1,109
GERMANY $1,101
IRELAND $1,077
NETHERLANDS $1,044
AUSTRALIA $1,043
SINGAPORE $1,037
FRANCE $1,010
JAPAN $909
BELGIUM $825
HONG KONG $798
CHINA $634
WORLDWIDE $634
SPAIN $602
PORTUGAL $459
ITALY $407
POLAND $339
SAUDI ARABIA $294
RUSSIA $215
AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS MUSIC DOWNLOADS OR STREAMING SERVICES.
SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: VALUES REPRESENT SPENDS ON CONSUMER GOODS ONLY,
MALAYSIA $159
TURKEY $152
E-COMMERCE ARPU: CONSUMER GOODS
MEXICO $134
BRAZIL $123
ARGENTINA $118
THAILAND $100
SOUTH AFRICA $90
INDONESIA
AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES OF CONSUMER GOODS BY EACH E-COMMERCE USER IN 2018, IN U.S. DOLLARS
$89
INDIA $61
VIETNAM $46
PHILIPPINES $18
JAN E-COMMERCE CONSUMER ARPU vs. GDP PER CAPITA
2019 AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES OF CONSUMER GOODS BY EACH E-COMMERCE USER IN 2018, vs. GDP PER CAPITA
7.2%
5.2%
4.1%
3.3%
3.3%
3.2%
2.7%
2.6%
2.5%
2.5%
2.5%
2.4%
2.4%
2.3%
2.2%
2.2%
2.1%
2.0%
1.9%
1.9%
1.9%
1.8%
1.7%
1.6%
1.6%
1.5%
1.5%
1.5%
1.4%
1.4%
1.4%
1.3%
1.3%
0.8%
0.6%
CHINA
SOUTH KOREA
U.K.
CANADA
U.S.A.
INDIA
AUSTRIA
FRANCE
GERMANY
DENMARK
POLAND
JAPAN
SWEDEN
INDONESIA
PORTUGAL
NETHERLANDS
SPAIN
RUSSIA
VIETNAM
AUSTRALIA
BELGIUM
SINGAPORE
HONG KONG
MALAYSIA
IRELAND
THAILAND
MEXICO
SOUTH AFRICA
TURKEY
SAUDI ARABIA
SWITZERLAND
ITALY
BRAZIL
ARGENTINA
PHILIPPINES
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019); WORLD BANK AND IMF (ACCESSED JANUARY 2019). NOTES: ARPU VALUES REPRESENT
195 SPENDS ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS MUSIC DOWNLOADS OR
STREAMING SERVICES. COMPARISONS ARE TO GDP PER CAPITA IN CURRENT UNITED STATES DOLLARS, NOT THE ‘PPP’ FIGURES USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.
JAN GLOBAL E-COMMERCE SPEND BY CATEGORY
2019 THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN U.S. DOLLARS
FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES
$524.9 $392.6 $209.5 $272.5

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO
& HOBBIES ACCOMMODATION) MUSIC GAMES
$386.2 $750.7 $12.05 $70.56

SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL-
196 YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR
2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
JAN GLOBAL E-COMMERCE GROWTH BY CATEGORY
2019 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD
FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES
+17% +11% +15% +15%

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO
& HOBBIES ACCOMMODATION) MUSIC GAMES
+15% +11% +4.2% +6.3%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL-
197 YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR
2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
JAN E-COMMERCE DETAIL: CONSUMER GOODS
2019 OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN U.S. DOLLARS
TOTAL NUMBER OF PEOPLE PENETRATION OF CONSUMER VALUE OF THE CONSUMER AVERAGE ANNUAL REVENUE
PURCHASING CONSUMER GOODS E-COMMERCE GOODS E-COMMERCE MARKET PER USER OF CONSUMER
GOODS VIA E-COMMERCE (TOTAL POPULATION) (TOTAL ANNUAL SALES REVENUE) GOODS E-COMMERCE (ARPU)
2.818 37% $1.786 $634

BILLION TRILLION
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
+3.1% +14% +11%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR
198 2018, EXCLUDING B2B SPEND. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN
OUR DIGITAL 2018 REPORTS.
JAN E-COMMERCE SPEND vs. TOTAL RETAIL SPEND
2019 ANNUAL PER-CAPITA SPEND ON E-COMMERCE PURCHASES, AS A PERCENTAGE OF COMBINED PER-CAPITA SPEND ACROSS E-COMMERCE AND P.O.S.
14%
13%
12%
12%
9%
9%
9%
8%
8%
7%
7%
7%
7%
7%
7%
6%
6%
6%
5%
5%
5%
4%
4%
4%
4%
4%
4%
3%
3%
3%
2%
1%
1%
1%
DENMARK
U.K.
THAILAND
NETHERLANDS
FRANCE
U.S.A.
HONG KONG
TAIWAN
GERMANY
JAPAN
SWEDEN
BELGIUM
CHINA
CANADA
COLOMBIA
NEW ZEALAND
SOUTH KOREA
SPAIN
TURKEY
POLAND
AUSTRALIA
VIETNAM
ARGENTINA
SINGAPORE
INDIA
ITALY
MEXICO
INDONESIA
BRAZIL
U.A.E.
MALAYSIA
PHILIPPINES
SOUTH AFRICA
NIGERIA
SOURCES: BASED ON DATA IN WORLDPAY GLOBAL PAYMENTS REPORT (NOVEMBER 2018). NOTE: FIGURES REPRESENT ANNUAL E-COMMERCE SPEND PER PERSON, AS A PERCENTAGE OF
199 COMBINED ANNUAL E-COMMERCE AND POINT-OF-SALE SPEND PER PERSON, AS REPORTED BY WORLDPAY IN PARTNERSHIP WITH MCKINSEY AND GLOBALDATA. FOR FULL DETAILS ON
ASSOCIATED METHODOLOGIES, PLEASE SEE WORLDPAY’S GLOBAL PAYMENTS REPORT (NOVEMBER 2018).
JAN TOP GOOGLE SHOPPING QUERIES
2019 BASED ON SEARCHES THROUGHOUT 2018
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 AMAZON 100 11 GUCCI 24
02 NIKE 93 12 MERCADO LIVRE 23
03 IPHONE 79 13 XBOX ONE 22
04 WALMART 77 14 TARGET 22
05 SHOES 76 15 HOME DEPOT 20
06 ADIDAS 64 16 VANS 19
07 EBAY 58 17 IPHONE 7 17
08 PS4 40 18 IPHONE 6 16
09 APPLE 26 19 LAPTOP 15
10 IKEA 25 20 FORTNITE 14
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES
200 FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
201
CANADA 83%
JAPAN 68%
JAN
U.S.A. 66% 2019
SWITZERLAND 65%
HONG KONG 65%
U.K. 65%
SOUTH KOREA 64%
NEW ZEALAND 61%
AUSTRALIA 60%
SPAIN 54%
GERMANY 53%
IRELAND 51%
SINGAPORE 49%
BELGIUM 48%
AUSTRIA 47%
U.A.E. 45%
SWEDEN 45%
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (ACCESSED JANUARY 2019)
DENMARK 45%
ITALY 42%
TURKEY 42%
FRANCE 41%
NETHERLANDS 39%
CREDIT CARD OWNERSHIP
THE PERCENTAGE OF ADULTS AGED 15+ WHO POSSESS A CREDIT CARD
PORTUGAL 34%
BRAZIL 27%
ARGENTINA 24%
MALAYSIA 21%
CHINA 21%
RUSSIA 20%
WORLDWIDE 18%
POLAND 17%
SAUDI ARABIA 16%
COLOMBIA 14%
THAILAND 10%
MEXICO 10%
SOUTH AFRICA 9%
GHANA 6%
KENYA 6%
VIETNAM 4%
EGYPT 3%
INDIA 3%
NIGERIA 3%
INDONESIA 2%
PHILIPPINES 2%
MOROCCO 0.2%
202
THAILAND 74%
SWEDEN 71%
JAN
TURKEY 68%
2019
SOUTH AFRICA 68%
SOUTH KOREA 66%
MALAYSIA 66%
SINGAPORE 64%
NEW ZEALAND 64%
CHINA 61%
BRAZIL 61%
INDONESIA 61%
web
global
index
U.A.E. 60%
AUSTRALIA 57%
INDIA 57%
SAUDI ARABIA 57%
HONG KONG 56%
IRELAND 54%
DENMARK 54%
PHILIPPINES 54%
TAIWAN 53%
COLOMBIA 52%
MEXICO 52%
CANADA 51%
NETHERLANDS 51%
U.K. 51%
SPAIN 51%
PERCENTAGE OF INTERNET USERS THAT ACCESSES BANKING SERVICES VIA A MOBILE DEVICE
POLAND 51%
PENETRATION OF MOBILE BANKING
VIETNAM 50%
U.S.A. 48%
BELGIUM 47%
AUSTRIA 45%
PORTUGAL 43%
ARGENTINA 43%
WORLDWIDE 41%
ITALY 41%
FRANCE 40%
RUSSIA 40%
SWITZERLAND 35%
GERMANY 28%
EGYPT 28%
JAPAN 24%
203
SINGAPORE 52%
INDONESIA 51%
JAN
MALAYSIA 48% 2019
INDIA 47%
VIETNAM 45%
BRAZIL 45%
MEXICO 44%
COLOMBIA 42%
PHILIPPINES 40%
CHINA 35%
WORLDWIDE 30%
SOUTH AFRICA 29%
EGYPT 29%
web
global
index
SAUDI ARABIA 27%
KENYA 25%
RUSSIA 24%
GHANA 23%
U.A.E. 20%
AUSTRALIA 20%
THAILAND 20%
U.S.A. 19%
ARGENTINA 19%
HONG KONG 16%
NEW ZEALAND 15%
USE OF RIDE-HAILING APPS
NIGERIA 15%
U.K.
14%
CANADA 13%
TURKEY 12%
POLAND 12%
IRELAND 12%
PORTUGAL 11%
TAIWAN 11%
SOUTH KOREA 10%
FRANCE 9%
SPAIN 8%
PERCENTAGE OF INTERNET USERS THAT USE TAXI BOOKING OR RIDE-SHARING APPS EACH MONTH [SURVEY BASED]
SWITZERLAND 8%
AUSTRIA 8%
MOROCCO 7%
SWEDEN 6%
DENMARK 5%
BELGIUM 5%
NETHERLANDS 4%
ITALY 4%
GERMANY 4%
JAPAN 2%
204
SOUTH KOREA 55%
DENMARK 53%
JAN
KENYA 49% 2019
CHINA 48%
THAILAND 47%
INDIA 47%
MALAYSIA 42%
PHILIPPINES 40%
HONG KONG 40%
VIETNAM 39%
GHANA 39%
BRAZIL 38%
WORLDWIDE 37%
SINGAPORE 36%
SOUTH AFRICA 36%
web
global
index
TURKEY 36%
SWEDEN 35%
MEXICO 35%
INDONESIA 35%
RUSSIA 34%
TAIWAN 33%
NIGERIA 32%
USE OF MOBILE WALLETS
PORTUGAL 31%
ARGENTINA 30%
NEW ZEALAND 30%
U.A.E.
29%
COLOMBIA 28%
POLAND 28%
U.S.A. 28%
U.K. 27%
BELGIUM 27%
AUSTRIA 27%
IRELAND 27%
AUSTRALIA 26%
CANADA 25%
ITALY 25%
SPAIN 24%
PERCENTAGE OF INTERNET USERS WHO USE THEIR PHONE TO PAY FOR GOODS OR SERVICES EACH MONTH [SURVEY BASED]
SAUDI ARABIA 23%

NETHERLANDS 22%
SWITZERLAND 22%
JAPAN 17%
GERMANY 17%
EGYPT 13%
FRANCE 13%
MOROCCO 12%
205
SOUTH AFRICA 10.7%
THAILAND 9.9%
JAN
INDONESIA 9.5% 2019
VIETNAM 9.3%
BRAZIL 8.2%
NIGERIA 7.8%
COLOMBIA 7.7%
MALAYSIA 7.7%
GHANA 7.3%
AUSTRIA 7.2%
SWITZERLAND 7.0%
INDIA
web
6.5%
global
index
SINGAPORE 6.4%
TURKEY 6.4%
SOUTH KOREA 6.3%
MEXICO 5.9%
WORLDWIDE 5.5%
U.S.A. 5.3%
IRELAND 5.2%
U.A.E. 5.2%
DENMARK 4.8%
AUSTRALIA 4.7%
NETHERLANDS 4.7%
PORTUGAL 4.6%
BELGIUM 4.4%
POLAND 4.4%
SWEDEN 4.4%
GERMANY 4.3%
JAPAN 4.3%
CHINA 4.2%
OWNERSHIP OF CRYPTOCURRENCIES
TAIWAN 4.2%
NEW ZEALAND 4.1%
PERCENTAGE OF INTERNET USERS WHO REPORT OWNING ANY FORM OF CRYPTOCURRENCY [SURVEY BASED]
SPAIN 4.1%
U.K. 4.1%
ARGENTINA 4.0%
HONG KONG 4.0%
CANADA 3.9%
EGYPT 3.6%
ITALY 2.9%
SAUDI ARABIA 2.7%
KENYA 2.6%
FRANCE 2.4%
RUSSIA 1.8%
MOROCCO 1.7%
HOOTSUITE’S PERSPECTIVE: E-COMMERCE THEMES
Whether at a physical store or flipping through Instagram,
consumers want shopping to be a sensory and social experience.
P2P CONTENT DRIVES PURCHASE SELL WITH SOCIAL VIDEO BALANCE COMMERCE AND COMMUNITY
PwC’s study of 22,481 consumers It’s tough to do research on mobile, which is why Remember that what distinguishes social
found that content shared by social videos can close the gap between discovery commerce from other channels is the social
peers on social media is the most and purchase. Beyond product tutorials, look for aspect. Look for inspiration from brands like
influential channel for inspiring ways to make shopping social. For example, a live Gucci, Glossier, and Sephora. These brands
purchases, ranking higher than broadcast on Instagram can recreate the energy have mastered the art of blending commerce,
retailer websites, emails, and blogs. and urgency of real-life shopping experiences. content, and customer communities.
Click here to explore Hootsuite’s solutions including our

social video, Instagram, and Pinterest integrations.
206
WE ARE SOCIAL’S PERSPECTIVE: E-COMMERCE IN 2019
The promise of social commerce is now becoming more mature, with native functionality
and a supportive ecosystem, boosted by opportunities with influencers and messaging.
ENHANCED PLATFORM MATURING INFLUENCER MESSAGING

CAPABILITIES ECOSYSTEM IMPACT MATTERS
The major platforms have enhanced Shoppable platform innovations Influencers have a growing impact on Messaging apps facilitate sales
their ‘native’ social-commerce will grab headlines, yet the evolving purchase decisions, with top categories in a conversational setting, with
capabilities as the tech giants ecosystem of tools is just as important. being clothing, shoes, food & drinks, AI providing scalability, and
compete to become gateways to These streamline and optimise the and cosmetics. Expect more brand eventually a move to voice-
a new kind of retail experience. path from platform to purchase on collaborations and an acceleration controlled purchase. The
Expect new ways to discover, trial brand websites, reducing friction for of the trend for influencers to build next phase will be adding
and recommend products and business owners and the consumer, their own virtual shops. We are still this feature to group chats in
services across categories. especially for more complex products. a long way from peak influence. ‘dark social’ environments.
207
MORE INFORMATION
CLICK THE LOGOS BELOW TO READ AND DOWNLOAD
THE FULL COLLECTION OF DIGITAL 2019 REPORTS,
AND ACCESS ADDITIONAL CONTENT, INSIGHTS AND
RESOURCES FROM HOOTSUITE AND WE ARE SOCIAL:
HOOTSUITE WE ARE SOCIAL

SPECIAL THANKS: GLOBALWEBINDEX
GlobalWebIndex is the leading provider of audience profiling
data to agencies, publishers, and brands worldwide.
90% GLOBAL ONGOING DATA COLLECTION CROSS-DEVICE

COVERAGE ACROSS 45 MARKETS COVERAGE
Learn more at http://www.globalwebindex.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 http://www.gsmaintelligence.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, smart home, and e-health for over 150 countries and regions.
82% OF THE GLOBAL 150 COUNTRIES 92% OF WORLDWIDE MORE THAN 30,000
INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS
Learn more about Statista at http://www.statista.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 http://locowise.com

SPECIAL THANKS: SIMILARWEB
SimilarWeb is the pioneer of market intelligence and the standard for
understanding the digital world. SimilarWeb provides granular insights
about any website or app across all industries in every region.
WEB APP GLOBAL GRANULAR

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

SPECIAL THANKS: APP ANNIE
App Annie is the industry’s most trusted mobile data and analytics platform. The company created
the mobile app data market and has been fueling world-class, mobile-first businesses since 2010.
App Annie’s mission is to power B2C companies’ mobile transformation and enable clients to deliver
winning consumer experiences. More than 1,000 enterprise clients and 1 million registered users
across the globe and spanning all industries rely on App Annie as the gold standard to revolutionize
their mobile business. The company is headquartered in San Francisco with offices in 13 countries.
1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED

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

NOTES ON DATA SOURCES
POPULATION & DEMOGRAPHICS: United reported in Facebook’s self-serve advertising tools. SOCIAL MEDIA BEHAVIOURS: Time spent on
Nations World Population Prospects, 2017 Revision; Internet connection speed data from Ookla Speedtest social media from GlobalWebIndex (Q2 & Q3
US Census Bureau (accessed January 2019); United (December 2018). Time spent on the internet from 2018)*. Facebook reach and engagement data from
Nations World Urbanization Prospects, 2018 Revision. GlobalWebIndex (Q2 & Q3 2018)*. World’s top Locowise (Q4 2018).
websites from SimilarWeb (December 2018) and
LITERACY RATES: UNESCO Institute for Statistics; Alexa (30 days to 16 January 2019). Google search MOBILE USERS & CONNECTIONS: GSMA
UNICEF Data; World Bank DataBank; Pew Research; insights from Google Trends (data for full year 2018). Intelligence (January 2019); Ericsson Mobility Report
Ethnologue; IndexMundi; CIA World Factbook; Data on use of voice search and ad blockers from (November 2018); Ericsson Mobility Calculator and
Phrasebase (all accessed January 2019). GlobalWebIndex (Q2 & Q3 2018)*. Privacy concern Visualizer tools (accessed January 2019);
insights from Statista Global Consumer Survey 2018.
GDP & FINANCIAL INCLUSION DATA: World Content streaming insights from GlobalWebIndex MOBILE APPS: App Annie (January 2019);
Bank DataBank; IMF Data; CIA World Factbook (all (Q2 & Q3 2018)*. Internet use frequency data from SimilarWeb (January 2019).
accessed January 2019). Global Consumer Barometer (accessed January 2018)
E-COMMERCE USERS & SPEND: Statista Digital
DEVICE USAGE: Google Consumer Barometer SOCIAL MEDIA USERS: Company earnings Market Outlook (e-Commerce, e-Travel, and digital
(accessed January 2018). Note that data has not been announcements; press releases; remarks by senior media industry reports) (accessed January 2019).
updated in the past 12 months. platform executives at public events; statements on GlobalWebIndex (Q2 & Q3 2018)*; Worldpay
company websites; reports in reputable media. Top Global Payments Report (November 2018).
INTERNET USERS: InternetWorldStats; ITU Statistics; messenger platforms from SimilarWeb (December
World Bank DataBank; CIA World Factbook; Eurostat 2018). *METHODOLOGY NOTE: GlobalWebIndex
Data Explorer; Facebook’s self-serve advertising conducts a quarterly survey of a panel of 22 million
tools; Techrasa; MidEastMedia.org; local government SOCIAL MEDIA ADVERTISING AUDIENCES: data internet users across 45 countries around the world,
authorities and telecom regulatory bodies; reports in extracted from each platform’s self-serve advertising representing 90% of the world’s total internet users. For
reputable media (all accessed January 2019). Mobile tools (January 2019 and October 2018). Many data full details of the company’s methodology, please visit
Internet share based on data from GlobalWebIndex points involve further extrapolations of this data. http://www.globalwebindex.com/
(Q2 & Q3 2018)*, and extrapolations of data
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
This report uses data from a wide variety of Similarly, reports of internet user numbers It’s unlikely that one hundred percent of
sources, including market research agencies, vary considerably between different sources. internet users in any given country will use
internet and social media companies, In part, this is because there are fewer the same social media platform though, so in
governments and public bodies, news media, commercial imperatives for governments cases where internet and social media user
journalists, and our own internal analysis. and regulators to collect and publish regular numbers are the same, it’s likely that the actual
internet user data. However, the user numbers number of internet users will be higher than the
Wherever possible, we’ve prioritised data published by social media platforms can be number we’ve reported.
sources that provide broader geographical a useful proxy for the number of internet users
coverage, in order to minimise the potential in countries where no other reliable data are Lastly, a number of metrics that we reported in
variations between data points, and offer available, because all active social media last year’s Global Digital reports have been
more reliable comparison across countries. users must have an active internet connection revised by the original data provider since
However, where we believe that an individual in order to access social media. These data publication, and as a result, some figures
metric provides a more reliable reference, are also more likely to be updated on a in this year’s reports may appear to have
we’ve used such individual numbers to ensure regular basis, as social media companies changed in unexpected ways. Wherever
the most accurate reporting. relies on this data to help sell their advertising we’re aware of these changes, we’ve included
products and services. details in the footnotes of each relevant chart,
Furthermore, due to differing data collection but please use caution when comparing data
and treatment methodologies used by these As a result, on occasion, we’ve used the latest from different reports in case the original base
organisations, and the different sample addressable advertising audience data from has changed.
periods during which data were collected, social media platforms’ self-serve advertising
there may be significant differences in the tools to inform our internet user numbers, If you have any questions about specific data
reported metrics for similar data points especially in less-developed economies, points in these reports, or if you’d like to offer
throughout this report. In particular, data where ‘official’ internet user numbers are your organisation’s data for consideration in
collected via surveys often vary from one published less frequently. Consequently, there future reports, please email our reports team:
report to another, even if those data were are a number of instances in this report where reports@kepios.com.
collected by the same organisation using the the reported number of social media users
same approach in each wave. equals the reported number of internet users.
DISCLAIMER AND IMPORTANT NOTES
This report has been compiled by Kepios Pte. This report contains data, tables, figures, anyone else for any direct, indirect, punitive,
Ltd. (“Kepios”), We Are Social Ltd. (“We Are maps, flags, analyses and technical notes incidental, special, consequential, exemplary
Social”) and Hootsuite Inc. (“Hootsuite”) that relate to various geographical territories or similar loss or damage, or loss or damage
for informational purposes only, and relies around the world, however reference to of any kind, suffered by you or anyone else
on data from a wide variety of sources, these territories and any associated elements as a result of any use, action or decision taken
including but not limited to public and private (including names and flags) does not imply by you or anyone else in any way connected
companies, market research firms, government the expression of any opinion whatsoever to this report or the information contained
agencies, NGOs, and private individuals. on the part of Kepios, We Are Social, herein, or the result(s) thereof, even if advised
Hootsuite, or any of the featured brands, of the possibility of such loss or damage.
While Kepios, We Are Social, and Hootsuite nor any of those organisations’ partners,
strive to ensure that all data and charts affiliates, employees or agents, concerning This report may contain references to third
contained in this report are, as at the time of the legal status of any country, territory, city parties, however this report does not endorse
publishing, accurate and up-to-date, neither or area or of its authorities, or concerning the any such third parties or their products
Kepios, nor We Are Social, nor Hootsuite delimitation of its frontiers or boundaries. This or services, nor is this report sponsored,
shall be responsible for any errors or report is provided with the understanding that endorsed or associated with such third parties.
omissions contained in this report, or for the it does not constitute professional advice or
results obtained from its use. services of any kind and should therefore not Except for those portions of this report relating
be substituted for independent investigations, to the perspectives of Hootsuite or We Are
All information contained in this report thought or judgment. Social, this report and any opinions contained
is provided “as is”, with no guarantee herein have been prepared by Kepios,
whatsoever of its accuracy, completeness, Accordingly, neither Kepios, nor We Are and have not been specifically approved
correctness or non-infringement of third- Social, nor Hootsuite, nor any of the brands or or disapproved by Hootsuite. This report is
party rights and without warranty of any organisations featured or cited herein, nor any subject to change without notice. To ensure
kind, express or implied, including without of their partners, affiliates, group companies, that you have the most up-to-date version of
limitation, warranties of merchantability or employees or agents shall, to the fullest this report, please visit our reports website at
fitness for any particular purpose. extent permitted by law, be liable to you or https://datareportal.com.
Hootsuite is the leader in social media management.
With our expertise, best-in-breed partnerships, and scale,
we’ll help your organization succeed with social.
Explore how our solution can help: https://hootsuite.com
We are a socially-led creative agency.
We are a global team of more than 750 people with a common
purpose: to connect people and brands in meaningful ways.
We believe in people before platforms and the power of
social insight to drive business value. We call this social thinking.
We already work with many of the world’s top brands,
including adidas, Netflix, Samsung, Lavazza, and Google.
If you’d like to work with us, visit https://wearesocial.com
SIMON KEMP
@ESKIMON
REPORTS@KEPIOS.COM
DATAREPORTAL.COM

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DIGITAL 2019

ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE

CLICK HERE TO READ OUR 2019 GLOBAL DIGITAL YEARBOOK REPORT,

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

7.676 5.112 4.388 3.484 3.256

56% 67% 57% 45% 42%

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

+1.1% +2.0% +9.1% +9.0% +10%

Click here to identify new opportunities and compare your strategy to

EVOLUTION OF VOICE IMMERSIVE SOCIAL DEMOCRATISING DATA COLLECTIVE AI

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

1.304 1.049 473.0 216.0 202.4

43% 80% 36% 17% 16%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

+2.5% +5.2% +8.7% +13% +17%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

1.020 1.058 798.4 673.1 610.5

81% 104% 78% 66% 60%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

+0.9% +0.9% +7.7% +3.8% +5.0%

+9 MILLION +10 MILLION +57 MILLION +25 MILLION +29 MILLION

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

4.250 4.416 2.210 1.997 1.931

48% 104% 52% 47% 45%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

+0.8% +3.0% +10% +12% +13%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

846.0 1.101 724.7 462.5 393.4

74% 130% 86% 55% 47%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

+0.2% +0.5% +7.6% +3.2% +4.5%

+2 MILLION +5 MILLION +51 MILLION +14 MILLION +17 MILLION

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

256.6 304.5 182.0 136.1 118.0

73% 119% 71% 53% 46%

TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE

+1.7% +2.7% +11% +4.7% +2.3%

+4 MILLION +8 MILLION +18 MILLION +6 MILLION +3 MILLION

TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

7.676 49.5% 50.5% +1.1% 30.8

56% $16,941 86% 83% 90%

WESTERN 171 659 SOUTH-EASTERN

430 440 EASTERN

+1.2% +1.1% +1.1% +1.1% +1.1%

1.690 1.451 2.222 1.609 704.4

22% 19% 29% 21% 9.2%

SOURCE: THE UNITED NATIONS (ACCESSED JANUARY 2019).

SOUTH AFRICA 27.3

83 FEMALE GLOBAL AVERAGE:

SOUTH AFRICA $13,498

TOTAL NUMBER INTERNET USERS AS TOTAL NUMBER MOBILE INTERNET USERS

4.388 57% 3.986 52%

WESTERN 12% 63% SOUTH-EASTERN

73% 32% EASTERN

# HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS

01= ANDORRA 99% 76,242 216 NORTH KOREA 0.08% 20,000

01= ARUBA 99% 104,803 215 ERITREA 1.4% 71,000

01= BERMUDA 99% 60,342 214 CHAD 5.0% 779,188

01= QATAR 99% 2,692,181 212 BURUNDI 5.4% 617,116

07 NORWAY 99% 5,311,892 210 GUINEA-BISSAU 7.8% 150,000

08 DENMARK 98% 5,649,494 209 SOMALIA 9.7% 1,500,000

09 KUWAIT 98% 4,138,590 208 MADAGASCAR 9.8% 2,608,390

10 LUXEMBOURG 98% 580,760 207 NIGER 10% 2,325,421

# GREATEST RELATIVE GROWTH ▲% ▲ USERS # GREATEST RELATIVE GROWTH ▲% ▲ USERS