ACOLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD Petecee ¥ Rater ceIt's been another year of exceptional growth across all things digital, and our 2017 Global Digital reports herald Se ee ec eee ec Pere eae eee eer Ode eas Internet use continues to grow all over the world, with global users up 8% year-on-year. An increasing share of Ce chet es Cae he ref et a ce The number of social media users across the globe grew by more than 20% over the past 12 months, with well over one-third of the world's population now using social media every month. Mobile social media use is growing ee Seon eee toe kc tee et ues eco Mobile connectivity continues to grow too, and the average mobile connection is getting faster as well. Nearly, twotthirds of the world's population now uses a mobile phone, and with 55% of all active connections now ‘coming from smartphones, its likely that more than half of the world’s population now uses a smartphone. To help you take advantage of the opportunities presented by this increased connectivity, or] Deen ea tee a ee ae ‘around the world. You'll find global and regional overviews in this report, and we'll be publishing the rest of the Cees If you'd like to discuss what these numbers mean for you and your work, send us a message on social media; Poa ene cor See to reo erreurs We hope you find these reports useful, and we wish you a year of impressive digital growth of your own in 2017. CardsNeds cee aKEY STATISICAL INDIGATORS FOR THE WORLD'S INTERNET, MOBILE, AUD SOGIAL MEDIAUSERS TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE rosvr el USERS eons Tena) ‘SOCIAL USERS Poon Coca Coes Coe CC CardsPaeatte ea erie tree Caos ACTIVE SOCIAL UNIQUE ACTIVE MOBILE ica} eae MOBILE USERS: Perot) SINCE JAN 2016 SINCE JAN 2016 eae ire Cardsrr! OF THE WORLD'S POPULATION, GLOBAL BVTERNET AND SOCIAL MEDIA USERS, AND G ear ght ete @ @ : E OO nam e" ® ore: Ca Serer Ore ora yee eam Z oe (Ohm ke Oe oer @«® Oa @7 arn OOK Se (Ono nd Kg @« @« @» | Neds cee aKNOTS) Pee oa ee! evaluate products and services, but social is starting to rival search for discovery, especially mong younger Pre Ree Ree ee a tee eee on APAC and new features by Instagram and Pinterest makes this an inevitable evolution in consumer behaviour erect Fueled by mobile and messaging, dark social is gaining ground. Dark social is critical for marketers to understand, as if you only trick social traffic with traditional web analytics, you're drastically underreporting the value that social delivers to your business. Last year, we saw the domination of social video. The next evolution ea cn eek ae eee cien een eo Can ac Cree Cae ee ean ee Raa eee eet eR oie ee to Senet or pees eect ttn eae ecie Seer neste irae CardsMa ee aC ecu eo en ei ag Te eo platforms, it’s clear that digital and social should be a central part of every brand’s toolkit. The top er Cen n-uta ean) Pencarian eaten ued Ore en A OR eet ect ea iescm etre ie ieee ieee kent ec team Breen here uci al neo cium ce eager one incon our ever-more connected world. Marketers should explore: RR eC cn Ren ce aoe ee Poe tel eae Naa oa eer alae ORL lee at Role Lee Col the re Re oe tg eee nee eee Te cl ec eyed you use content to inform, educate, or entertain them in ways that will add value to ra ony oe St nee ce a ean Rol selling to help audiences complete their ‘buyer's journey’, and enjoy your brand’s benefits wherever and whenever they want? CardsOGO® Cardsames eee tees ee err eee eee TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE rosvr el USERS eons ‘SUBSCRIPTIONS ‘SOCIAL USERS Poononros Coca Coes Sa Onl Caco CardsYEARON-YEAR CHANGE IN KEY STATISTICAL NDICATORS Caos ACTIVE SOCIAL MoBILE ACTIVE MOBILE ica} eae SUBSCRIPTIONS Perot) SINCE JAN 2016 SINCE JAN 2016 Ered ire aE CardsPerret ee tee ee eae oe een ee TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE rosvr el USERS eons ‘SUBSCRIPTIONS ‘SOCIAL USERS Pomoc Coo Coes Sa Only Cac CardsYEARON-YEAR CHANGE IN KEY STATISTICAL NDICATORS Caos ACTIVE SOCIAL MoBILE ACTIVE MOBILE ica} eae SUBSCRIPTIONS Perot) SINCE JAN 2016 Ere an ray Eire ena lear CardsPens ee ete eee en eee eee een TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE rosvr el USERS eons ‘SUBSCRIPTIONS ‘SOCIAL USERS Poon Coca Coes Sa Ons Caco CardsYEARON-YEAR CHANGE IN KEY STATISTICAL NDICATORS Caos ACTIVE SOCIAL MoBILE ACTIVE MOBILE ica} eae SUBSCRIPTIONS Perot) SINCE JAN 2016 rear Eire ara ire ana CardsKEY STATISTICAL INDICATORS FOR THE REGION'S INTERNET, MOBILE, AND SOCIAL MEDIAUSERS TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE rosvr el USERS eons ‘SUBSCRIPTIONS ‘SOCIAL USERS Poon Coo Coes Sa Ono Caco CardsYEARON-YEAR CHANGE IN KEY STATISTICAL NDICATORS Caos ACTIVE SOCIAL MoBILE ACTIVE MOBILE ica} eae SUBSCRIPTIONS Perot) SINCE JAN 2016 rer eee Eire CardsPanera eee eer eee een TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE rosvr el USERS eons ‘SUBSCRIPTIONS ‘SOCIAL USERS URBANISATION: Coo Coes Sa Ono CC CardsYEARON-YEAR CHANGE IN KEY STATISTICAL NDICATORS Caos ACTIVE SOCIAL MoBILE ACTIVE MOBILE ica} eae SUBSCRIPTIONS Perot) SINCE JAN 2016 reer Eero Eire aTU Ea CardsCardsreer nr men nn terest} a nertel 9 Cote aes fon Ko Ro UT Kol Rol ol Me Nero eosUn el Reet AGED 0-15 YEARS. 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With the euecets of Facebook Live and new features lke Facebook Marketplace, expect to see more pee mar met erin Perea ete tain eee yer een ee or eee ee ee eee ee ey eee eel een een erate ee elie een ee ietinere i i Ete mee eeiee ees i eet eee te eo et eee eg ete ee eee ea ees RO aerene tere tel cel tee eee erste rete oas aa eee ed eee eee een eee oD See ee ante ee eee ee tee ee en ea ee ees teams tap Into the power of peer-to-peer connections on Linkedln, to Eee eaters ete eee ee a CardsToday's social media platforms offer brands the opportunity to engage with billions of people. They make it possible for individuals, brands, and organisations everywhere to deliver relevant and compelling content, as well as interact with and understand communities of people. This wealth of opportunities can De te Re het ene tL cnet eka nin emia ) Q) © @ Me a Ran ? Which elements of your audience's thinking or behaviour do you most want to influence, and what will success look like? Mee rie for using social media? Can your brand help them to achieve these wants, needs, and desires via social content or other marketing activities? Where and when are the best co One eon ast eae eya Mie ees will deliver activities to them most effectively and efficiently in these settings? How often do you need to engage your audiences? Does it make sense to try to interact with them every day, or might it be better to invest in fewer, bigger, better activities? eR eure) brand success (and not just content performance)? CardsNeds cee aACTIVE ACCOUNTS ON THE TOPSOCIAL NETWORKIN EACH COUNTRY ACCESSING VA MOBILE, COM Norri _ EW a ely WEST ied nae cl cre AFRICA POM: oa al AMERICA a ey cited re ASIA Rent Crete ry THEAST ASIA ran Neds ce anEee eT ere MONTHLY MOBLEACTIVE ACC Cor 07 mn a Fo Pa GB 7 G Neds cee aACTIVE ACCOUNTS ON THE TOPSOCIAL NETWORKIN EACH COUNTRY ACCESSING VA MOBILE, COMPARED TO POPULATION Neds cee aBASED ON MOBILE SOCIAL MEDIA PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MOF mer 95% 2,900,000 Peer rn CU a eC) Ey er emery Pens ec % Crary Cand Ee) 1% Remy erin come oon ; Cae co Sd Ee erty 1% eran 13% Prot 207 CENTRAL AFRICAN % ar co) 206 NIGER Eo ert To Pere eee ed reece co ecto) Poe Nel ae) os) Neds cee aBASED ON CHANGES IN MOBILERC Cnn Can omens) 209,873,000 Soa Prato Exot Rooted eral 3,000,000, Prose) Rented 9,000,000, eerie een etre ory NORTH KOREA CURAGAO NIGER EQUATORIAL GUINEA con) Toco COTE DIVOIRE Paz PMN penis Eon Eo ro ry or en od ray Toy Naess oe Meee eet] EX) 200,000 Pe kre Ea Taek 6,700,000 Eyres)Dee ae eee ee Ua yn most popular forms of social media in many countries around the world. Instant messaging services present some nee eee cee Nea a a ge ca most other media. Here’s our essential ‘quick guide’ to making messengers work for you and your brand: People use messengers to chat with the people they care about, so interruptive ads aren't welcome. Cea RnR ein heer ech Senna cs och ad eo aU R iy Ca cea hae en ck Ronee ee clued ie a ena eee Ren eae ee an ee eae acs See ee ee a tone ca ct our thinking and advice on this top! Seema cue Menke Rack kee ue kT) Creer eget ant to Rae hte CT TOY CardsEee icy Sra tes SRR eC ee ee ae Pose eae eee eect) Pena Pe egreeces Poorer tr) ras eer ea eee cr re Pe ee iy oes users to stay within the see cata oes nave Fee Tom ene uc ec aca to Create eee histo tna nn etter ree cer ater CardsCardseee re cae eae ee eee Sas eee aed Som sy Renata ren erry Nevea ated eraVer aca sy (emai fever MOBILE SUBSCRIPTIONS (UNIQUE INDIVIDUALS) Moco roy) leet oie PER UNIQUE USER CR CardsPern eter ese eee acre eat Qaemen , 7 Neds cee aee ae cot eae en eer Sa Ue ed eet ae ed Arua) Rona) ACU ea Reni) eerie Cael Cents OF MOBILE (Chron NT) fe eel CMe an UTS) fee GO€ VE CardsHE NUMBER OF MOBILE CONNECTIONS COMPARED TO FOPLLATION Norri _ EW a ely WEST Ee nae cl cre noe (WERE ein 100% AMERICA ey cited re ASIA Rent ry THEAST ASIA ran Neds ce anReece ere ei ea Cone eect teaceieie Peery an er tteen seer a er 1s eo ca EF er my Fr (oe Neos SReena genta st aes Neds cee aBASED ON MOBILE CONNEC TONS IN COUNTRIES WITH NATIONAL POPULATION OF 50,000 PEOPLE OR MOK arent EE red MICRONESIA ry Bora Carey Eo EE) Ee rE) eye Berd eer ete CeO ee ETAT coe re ) Rea ren try cy os eet et Cer ea mone er Sey KL) rr coy comet) Er Nr Cmea ener od Eom) CL Td Cnr Cec Poe CU at oe ER) Pees fs eo Eee orn EZ Neds cee a[BASED ON GLOBAL SMARTPHONE CONNECTIONS COMPARED TO TOTAL GLOBAL MOBILE CONNEC TONS TOTALGLOBAL ozo Rte ce coool) Rota Comores Treo eo oro oo MSN Laz it on cool seule) mao Eel aso one Roel) 201 (ol oo or Morel elo Cards(GSWA NELLIGENCE'S ASSESSMENT OF KEY NATIONAL CONNECTWITY DRIVERS AND ENABLERS [SCORES OUT OF & WAXIVUM OF 100 (> Pos " ecomner wrest ™ Neds cee aPrete treet entree ete een ees or So Tool cone Seeker Grete Someta or Td aver POC ret eto tool ern Mo too a MR eae Cs eon zeiers rose ol CS or OU eTTS) o a €Ceee Cardspred eae ee rece er eset ras eg en ener) Cea tecr eer Dene eern eter CardsPease ate ae ener ai) eerie Eri cr 351% vat 162% hay Ly ye Ba Ee Ba ea) Ban ead Qn Neds cee a[BASED ON EACH OPERATING SYSTEW'S SHARE OF ALL GLOBAL MOBILE WEB REQUESTS eae xea ord PERCENTAGE OF MOBILE ene Seg oa) ere WEB REQUESTS FROM REQUESTS FROM OTHER Eee eave) Rotate tose rel Melua ORE Cards}OTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC [UPLOAD E DOWNLOAD), iN EXRBYTES LIONS OF GIGABYIES o 7 MONTHLY MOBILE DATA USED BY THE 7 mn HONE WORLDWID A Neds cee aPee ae ce te) rn reat) og Cees Poa ENT ory ENN PNoliTes Re Caney Eien CardsDn ey eet CeCe cc RR a Smartphones have moved beyond being just ‘phones’ though, and we need to start thinking of them in terms of what they are: remote controls for our lives. In a world where people can can check the news, watch a full-length movie, buy their groceries, plan a holiday, renew their passport, and even find love through online daiting - wherever and whenever they choose - brands need to work much harder to earn and keep people’s attention on mobile than they ever had to do with broadcast media. So how can eine a ett RUPE Ci PCRs sk Mee ie le Cae ca ee ei ene eon at ence een es ea Caen education, entertainment, or distraction? Is there a meaningful way for you to deliver it? ee eee or other media or activities? Is the mobile device at eRe Suet ce eens ccc anes How do co Done cuca ec ee one Ra net ces cae eae eae ie aces oer CardsCardsHE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO POPULATION Norri _ oe AMERICA wes o tal re) Cis3 Cou ro Py nae , a SOUTHEAST soun ASIA a ror cre Rare rete: oa AMERICA rrany Neds ce anRee en seats Un en Po eee mo ee) Pete oten ey 1a Co a8 Fr er rT z co otro creo) Cards Serr port co) eC Po) ct} rr iio Perna Bia Per ir cor Ereriy srry Cerec oti cod atACTIVE 3G 646 M OBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS CardsBASED ON MOBILE BROADBAND CONNECTIONS IN COUNTRIES WITHA NATIONAL POPULATION OF 50.000 PEOPLE OR MORE Cech EE: Ermeele rd 67 Canon CT 206 EQUATORIAL GUINEA Ory ca eet CES enzun 2% rd Cer CALS coe at omy EAE eae cts pee EE Cony CLE) een ee 6% cae oy Cnt) 201 GABON 2) 03 AUSTRALIA Ce 200 SOMALIA 6% 389,384 ee ES Co cro) PT reer CELLED eet LY one Neds cee aPee ener re et eee eerie ce meer te mnie] CardsBASED ON MOBILE BROADBAND CONNECTIONS IN COUNTRIES WITHA NATIONAL POPULATION OF 50,000 PEOPLE OR MORE Cron rr Emcee) ord 67 Cen Crea 206 EQUATORIAL GUINEA ered ca Cen Boeaed eee at oa) cae CUO oy eae comes etd reece tg Bora) 203 GUYANA Ey ra) Ceres Ceres Eee Eo 3033 oy nerd 201 SOMALIA Eo ee) Cr eT coe) EZ CaN et cor) ed reer TE ZL Cee 4% cee Neds cee aeee eae a eee a eee a a en ee eae as eget ooy CardsReeser ree ke te cea CardsNeds cee aGLOBAL E-COMMERCE REVENUES Recent erat ee tet ok seel ea mee eae ete are are TN teased Pees Sorat told AVERAGE ANNUAL PURCHASING VIA OM atods ees Crise nod E-COMMERCE REVENUE E-COMMERCE Pea Coo Nise ufo) MARKET IN 2016 (IN USS) PER USER IN 2016 (IN USS) Gece Cardserase) ere POPULATION WHO BOUG SOMETHING On fa HE PAS Prem Neds cee aSees tee a eee) (> concn er Na easeer, Pree {CHASING ONLINE VIAA PHONE [SURVEY BASED] ro : ESSERE Neds cee aPerret eer ett erence ese ere Merrett Oe C7 Co or) Ea a Neds cee aThe line between e-commerce and social commerce (increasing direct sales via tools Peet cent ine Coe eked Rae nace es eh eee ee aed eee eee cen SR Rete Reese Col oto) a Ra Me ol CR ee lot oer Aen loete old ee ant eet eo ents Steen aes We eect a tates Eee eee eae Reece Social commerce has been hyped before. However, adoption in APAC and new features Pancreas Manor ie ne CMC a eat ake ee Ertl eid CN RRR oe Be percent year-over-year growth in users who have made a purchase from WeChat. for 11 simple, een eee ete Seater ners e arc ire CardsThe world will spend well over USS2 trillion on e-commerce purchases in the coming 12 months, and many Poo a ea ies oe ee Cece te ey services, improved online grocery stores, and optimised mobile payment infrastructures will all help to deliver greater choice and more convenience to shoppers from Los Angeles and London to Lagos and Lahore. However, before brands can take full advantage of these opportunities, they need to get better at integrating «ill of their marketing activities - regardless of whether those activities are on or offline. SU Me ti rR ad brand’s thinking, including product development, advertising and promotion, point-of-sale, fulfilment and delivery, and even after-sales care. We must break down the organisational silos that isolate digital thinking, and treat digital RUE ORI RRC el Reon Race ole RCo RCL Marketers must start to understand the role and impact of Ue Ceo ao ee ee eee ec knees CardsCardsPRR on Sega tec et Ce els Rea ne SR TAU es) PON geen tener a nce Ree @ © © OO Find out more: Cardsis the unit within the GSMA that houses the organisation's extensive Ce Ee gu se ee ea enc etic te MeN Uncle eacss data covers every operator group, network and MVNO in every country - from Afghanistan ee eNO Ss hech e as eee etic tent eee ge tents Cre See mee haan eae Me ee ice oe 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 CardsWe would like to offer our thanks to Gee CR une ei Market Outlook in the development of our 2017 Global Digital reports. Statista is one of the world’s largest online statistics databases. Their Digital Market Outlook provides forecasts, detailed market insights, and key indicators on 9 digital verticals including e-commerce, digital media, smart home, and eHealth, with 36 segments across 50 international digital economies. i OK@, eee Rl Selec PTL eM ROLL eel eld CardsWe'd also like to offer our thanks to the following data providers for Prec atca gene cng MCC tect cd CE eRe Lastly, we'd like to say a big thank you to the who provided much of the inspiration for the icons used in this report. Cardsee een ree eter ee Ce eee eee a Cee ne Pen cae ee ene eee er ee ee oad ae eat eee eae eee einen aeky CC ae eee eer eee eer eel eer eer ee eet er eT ee eee enc ns Rol ey eicaacoh ets ntoirnetra iW emit C ob ine ry reaniioar Mouse MU RtENMSTRMTE IE ee er ee ee et ee aes Se ee Ma en ae eee Rae ere er ete eee Te er Omer LL perme Pere eee een mere (ey eC yma erate TH eet ate ee ta nee eee ee Sete tee tr eee tee eee ee eee eer echeeken ae ced aoe etd See ee eae a een eee ieee eee re ee ane Fe ater ect OM ere or etter an caine eer te Scream eI Disreneetet ere one tte Ti eee tetanus ees crn en Cee ee eect een eee ec ot cee eed ona Ce TL rene Ce ee ee cone Se eee ee ee ee eee ee ene tee ee eer eer etre th enn teen Lee ete eee eee cnet asec sae Oe eat a eT a eae een ee ree aoe ee eaten ey [eon ere areas Spee eee Le ea aN eC Seen ie a ere a ee a CardsWe Are Social and Hooteuite compiled thie compendium of a ener ey eee tant heen (ce ete a ee ee Lee pee tl ee entered See eee eis eee ee eee ee eee ee ee eee ee the world. However, rafersnce to these territories and any assccfated elements [including names and flage) dose not imply the expreesion et eee ene cet tie gtr ete ee reine fhe eer ee ee) ‘tatur of any country, territory, ety or area or of ite authorities, or concerning the delimitation of its frontiers or boundries. repert has been compiled for informational purposes only, end relies on data from a wid varity of sources including public and ee a eee entree cone re ea eee eee ae ee harte contained in this report are a cecurate and up-to-date os possible, but none of We Are Social, Hootsite or the brande or ee ee eee ee eet eet ee ee eit Se eee ee ee ea ee eee eee ee ec eee SY een ae eee ene ee ee ee ee eat eee oe eee ice ea eee ene en A ee eee eee ee eee eee ee ee eee) in good faith but without legal reeponsibility. Thie report should not be construed ae business advice and! the ineighte are not to be used ae Res onc peneetaer et tt eet ec men eat nr en er eee eke This report contains references to organisations that are net affliated! with We Are Social or Hootsuite. This report does not endorse any fee tester meenieenrentbearc orl mentor pene ‘contained herein have bean prepared by We Are Social and have not bean epeciHootsuite” Hootsuite is the most widely used social Ree achseeucuseeuuatcch ste nea era karts utc! Mc kaa cota aes Pee ec RCC cue) Cote ar Ch ic) kucr oat) OC nadine nema eek ec ROMswe Colm social ete eae OMO i aieu asc Se eM RC Ra eh ee Weel aes ech Poem nace ae nce ce We call this Were ar aks east e Resco Netflix, Heineken, Google, HSBC and Audi EOS eee one ea tee nye atl Re RoR oe Relea any Co none(in) SIMON KEMP () ESKIMON SIMON@KEPIOS.COM KEPIOS.COM