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Digital 2017 Global Digital Overview (January 2017)

Everything you need to know about mobile, internet, social media, and e-commerce use around the world in January 2017. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com

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Digital 2017 Global Digital Overview (January 2017)

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  1. DIGITAL IN 2017 GLOBAL OVERVIEW A COLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD 1

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  3. WELCOME TO DIGITAL IN 2017 It’s been another year of exceptional growth across all things digital, and our 2017 Global Digital reports herald some particularly important milestones. The most exciting of these milestones is that more than half of the world’s population now uses the internet, with more than 3.75 billion people online today. Internet use continues to grow all over the world, with global users up 8% year-on-year. An increasing share of online activity takes place on mobile, with more than half of all web traffic now going to mobile phones. SIMON KEMP REPORT AUTHOR 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 even faster, with global monthly active user numbers up 30% year-on-year to reach more than 2.5 billion. Mobile connectivity continues to grow too, and the average mobile connection is getting faster as well. Nearly two-thirds of the world’s population now uses a mobile phone, and with 55% of all active connections now coming from smartphones, it’s 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, We Are Social and Hootsuite have teamed up to bring you a suite of reports detailing digital statistics and trends for 239 countries around the world. You’ll find global and regional overviews in this report, and we’ll be publishing the rest of the reports over the coming days. If you’d like to discuss what these numbers mean for you and your work, send us a message on social media; you’ll find us on Twitter as @hootsuite and @wearesocial, or you can click here to contact me on LinkedIn. We hope you find these reports useful, and we wish you a year of impressive digital growth of your own in 2017. 3

  4. GLOBAL OVERVIEW 4

  5. GLOBAL DIGITAL SNAPSHOT KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS JAN 2017 TOTAL INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS POPULATION 7.476 3.773 2.789 4.917 2.549 BILLION BILLION BILLION BILLION BILLION URBANISATION: 54% PENETRATION: 50% PENETRATION: 37% PENETRATION: 66% PENETRATION: 34% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 5

  6. ANNUAL GROWTH YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS JAN 2017 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS +10% +21% +5% +30% SINCE JAN 2016 SINCE JAN 2016 SINCE FEB 2016 SINCE JAN 2016 +354 MILLION +482 MILLION +222 MILLION +581 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 6

  7. DIGITAL USER DISTRIBUTION BY REGION EACH REGION’S SHARE OF THE WORLD’S POPULATION, GLOBAL INTERNET AND SOCIAL MEDIA USERS, AND GLOBAL MOBILE CONNECTIONS JAN 2017 EAST EUROPE 6% 7% WEST EUROPE 8% 8% NORTH AMERICA 6% 8% 5% 8% EAST ASIA 9% 7% CENTRAL ASIA 8% 5% 22% 33% 1% <1% MIDDLE EAST 24% 22% 3% 3% 1% 1% CENTRAL AMERICA 4% 4% SOUTHEAST ASIA 3% 4% SOUTH ASIA 9% 11% 3% 3% 24% 9% 9% 11% 16% 19% AFRICA TOTAL POPULATION 16% 6% SOUTH AMERICA INTERNET USERS 10% 13% 6% 9% OCEANIA ACTIVE SOCIAL MEDIA ACCOUNTS 1% 1% 7% 7% MOBILE CONNECTIONS 1% 1% SOURCES: POPULATION: UNITED NATIONS; US CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; SOCIAL MEDIA: FACEBOOK, TENCENT, VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; SIMILARWEB; MAIL.RU; DING; WE ARE SOCIAL ANALYSIS AND EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; WE ARE SOCIAL ANALYSIS AND EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 7

  8. HOOTSUITE’S PERSPECTIVE: 2017 TRENDS Social catches up with search for discovery. Search is still king for helping consumers research and evaluate products and services, but social is starting to rival search for discovery, especially among younger buyers. Social commerce shows new promise. Social commerce has been hyped before. However, adoption in APAC and new features by Instagram and Pinterest makes this an inevitable evolution in consumer behaviour on social. Dark social rising. Fueled by mobile and messaging, dark social is gaining ground. Dark social is critical for marketers to understand, as if you only track social traffic with traditional web analytics, you’re drastically underreporting the value that social delivers to your business. Video ignites social advertising. Last year, we saw the domination of social video. The next evolution is to combine the emotional power of social video with the scale and reach of social advertising. Organisations turn to connected workforces. Organisations are increasingly investing in the online reach and customer influence of their workforces with employee advocacy, social selling, and digital skills training. Click here to download our 2017 Social Media Trends Toolkit to align your 2017 social strategy with the year’s top social network trends. 8

  9. DIGITAL IN 2017: WE ARE SOCIAL’S ANALYSIS With more than half of the world’s population now online, including billions of people using social platforms, it’s clear that digital and social should be a central part of every brand’s toolkit. The top marketing priority now is to integrate digital marketing and social thinking into everything that our brands do, from products and services, to creating more compelling digital communication, and even finding new pricing, distribution, and innovation strategies that take full advantage of our ever-more connected world. Marketers should explore: Contextual reach: which websites, platforms, apps, and connected services do your audiences use? Which have the greatest relevance to your brand and its activities? Engagement: what motivates your audiences to use these digital properties? How can you use content to inform, educate, or entertain them in ways that will add value to their lives? Conversion: how can you take advantage of opportunities like e-commerce and social selling to help audiences complete their ‘buyer’s journey’, and enjoy your brand’s benefits wherever and whenever they want? 9

  10. REGIONAL OVERVIEWS 10

  11. DIGITAL IN AFRICA KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS JAN 2017 TOTAL INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS POPULATION SUBSCRIPTIONS 1,231 362 170 995 150 MILLION MILLION MILLION MILLION MILLION URBANISATION: 41% PENETRATION: 29% PENETRATION: 14% vs. POPULATION: 81% PENETRATION: 12% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 11

  12. ANNUAL GROWTH IN AFRICA JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS SUBSCRIPTIONS +4% +32% +1% +47% SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 +13 MILLION +42 MILLION +9 MILLION +48 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 12

  13. DIGITAL IN THE AMERICAS KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS JAN 2017 TOTAL INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS POPULATION SUBSCRIPTIONS 1,006 718 599 1,069 535 MILLION MILLION MILLION MILLION MILLION URBANISATION: 81% PENETRATION: 71% PENETRATION: 60% vs. POPULATION: 106% PENETRATION: 53% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 13

  14. ANNUAL GROWTH IN THE AMERICAS JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS SUBSCRIPTIONS +8% +17% -0.3% +22% SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 +53 MILLION +88 MILLION -3 MILLION +98 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 14

  15. DIGITAL IN ASIA-PACIFIC KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS JAN 2017 TOTAL INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS POPULATION SUBSCRIPTIONS 4.153 1.909 1.514 3.999 1.441 BILLION BILLION BILLION BILLION BILLION URBANISATION: 47% PENETRATION: 46% PENETRATION: 36% vs. POPULATION: 96% PENETRATION: 35% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 15

  16. ANNUAL GROWTH IN ASIA-PACIFIC JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS SUBSCRIPTIONS +15% +25% +4% +35% SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 +247 MILLION +303 MILLION +140 MILLION +375 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 16

  17. DIGITAL IN EUROPE KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS JAN 2017 TOTAL INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS POPULATION SUBSCRIPTIONS 839 637 412 1,101 340 MILLION MILLION MILLION MILLION MILLION URBANISATION: 73% PENETRATION: 76% PENETRATION: 49% vs. POPULATION: 131% PENETRATION: 40% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 17

  18. ANNUAL GROWTH IN EUROPE JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS SUBSCRIPTIONS +3% +5% -0.1% +11% SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 +21 MILLION +20 MILLION -1 MILLION +35 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 18

  19. DIGITAL IN THE MIDDLE EAST KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS JAN 2017 TOTAL INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS POPULATION SUBSCRIPTIONS 246 147 93 312 83 MILLION MILLION MILLION MILLION MILLION URBANISATION: 68% PENETRATION: 60% PENETRATION: 38% vs. POPULATION: 127% PENETRATION: 34% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. 19

  20. ANNUAL GROWTH IN THE MIDDLE EAST JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE ACTIVE MOBILE SOCIAL USERS SUBSCRIPTIONS +15% +47% +5% +44% SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 +19 MILLION +30 MILLION +15 MILLION +25 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 20

  21. GLOBAL POPULATION OVERVIEW 21

  22. GLOBAL POPULATION BY AGE GROUPS THE WORLD’S POPULATION BROKEN DOWN INTO VARIOUS AGE GROUPS JAN 2017 TOTAL GLOBAL POPULATION GLOBAL POPULATION AGED 0-12 YEARS GLOBAL POPULATION AGED 0-15 YEARS GLOBAL POPULATION AGED 16-64 YEARS GLOBAL POPULATION AGED 65+ YEARS 7.476 1.655 2.017 4.803 0.657 BILLION BILLION BILLION BILLION BILLION ANNUAL GROWTH RATE: +1.1% PERCENTAGE OF TOTAL: 22% PERCENTAGE OF TOTAL: 27% PERCENTAGE OF TOTAL: 64% PERCENTAGE OF TOTAL: 9% 22 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU.

  23. DISTRIBUTION OF GLOBAL POPULATION BY AGE THE WORLD’S TOTAL POPULATION DETAILED BY FIVE-YEAR AGE GROUPS, IN MILLIONS JAN 2017 655 655 632 632 612 612 610 610 601 601 600 600 564 564 514 514 490 490 471 471 425 425 342 342 303 303 235 235 164 164 122 122 40 40 77 77 15 15 3 3 1 1 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+ 23 SOURCES: EXTRAPOLATED FROM DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.

  24. GLOBAL INTERNET USE 24

  25. GLOBAL INTERNET USE AND PENETRATION INTERNET AND MOBILE INTERNET USER NUMBERS COMPARED TO POPULATION JAN 2017 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION 3.773 50% 3.448 46% BILLION BILLION SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; GOVERNMENT REGULATORY AUTHORITIES; TENCENT, VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATIONS OF ALL THE ABOVE. 25

  26. INTERNET PENETRATION BY REGION REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION JAN 2017 NORTH AMERICA EAST EUROPE WEST EUROPE 67% 67% 88% 88% 84% 84% CENTRAL ASIA 48% 48% EAST ASIA 57% 57% 60% 60% 33% 33% CENTRAL AMERICA 53% 53% MIDDLE EAST SOUTHEAST ASIA 53% 53% SOUTH ASIA 29% 29% 66% 66% 68% 68% GLOBAL AVERAGE: 50% AFRICA SOUTH AMERICA OCEANIA 26 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES.

  27. INTERNET USE: REGIONAL OVERVIEW INTERNET USERS (IN MILLIONS), AND INTERNET PENETRATION, BY REGION JAN 2017 INTERNET USERS, IN MILLIONS 923 923 INTERNET PENETRATION 585 585 362 362 353 353 339 339 320 320 284 284 281 281 147 147 117 117 33 33 28 28 57% 57% 33% 33% 29% 29% 84% 84% 53% 53% 88% 88% 67% 67% 66% 66% 60% 60% 53% 53% 48% 48% 68% 68% EAST ASIA SOUTH ASIA AFRICA WEST EUROPE SOUTH- EAST ASIA NORTH AMERICA EAST EUROPE SOUTH AMERICA MIDDLE EAST CENTRAL AMERICA CENTRAL ASIA OCEANIA 27 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES.

  28. INTERNET PENETRATION BY COUNTRY NATIONAL INTERNET PENETRATION FIGURES JAN 2017 99% 99% 93% 93% 92% 92% 91% 91% 90% 90% 89% 89% 88% 88% 88% 88% 87% 87% 85% 85% 82% 82% 82% 82% 79% 79% 73% 73% 72% 72% 71% 71% 70% 70% 67% 67% 66% 66% 66% 66% GLOBAL 60% 60% 59% 59% 58% 58% 53% 53% 53% 53% 52% 52% 51% 51% 51% 51% 50% 50% AVERAGE 37% 37% 35% 35% UNITED ARAB EMIRATES JAPAN UNITED KINGDOM CANADA SOUTH KOREA GERMANY UNITED STATES FRANCE AUSTRALIA HONG KONG SPAIN SINGAPORE ARGENTINA RUSSIA POLAND MALAYSIA SAUDI ARABIA THAILAND BRAZIL ITALY TURKEY MEXICO PHILIPPINES CHINA VIETNAM SOUTH AFRICA NIGERIA INDONESIA GLOBAL AVERAGE INDIA EGYPT 28 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES.

  29. INTERNET PENETRATION RANKINGS BASED ON INTERNET PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE JAN 2017 HIGHEST INTERNET PENETRATION LOWEST INTERNET PENETRATION # HIGHEST PENETRATION % USERS # LOWEST PENETRATION % USERS 01 213 UNITED ARAB EMIRATES 99% 9,200,000 NORTH KOREA 0.1% 16,000 02 212 ICELAND 98% 327,046 ERITREA 1% 67,000 03 211 NORWAY 97% 5,167,573 NIGER 2% 469,331 04 210 LUXEMBOURG 97% 564,706 CHAD 3% 397,740 05 209 DENMARK 96% 5,492,085 DEM. REP. OF THE CONGO 4% 3,101,210 06 208 BERMUDA 96% 59,231 CENTRAL AFRICAN REPUBLIC 5% 230,384 07 207 ANDORRA 96% 65,913 GUINEA-BISSAU 5% 90,000 08 206 NETHERLANDS 95% 16,200,000 BURUNDI 5% 571,515 09 205 BAHRAIN 93% 1,316,045 WESTERN SAHARA 5% 29,000 10 204 JAPAN 93% 117,767,216 SIERRA LEONE 6% 370,000 29 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES.

  30. GROWTH IN INTERNET USERS YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS IN EACH COUNTRY vs. JANUARY 2016 JAN 2017 51% 51% 27% 27% 27% 27% 23% 23% 21% 21% 16% 16% 11% 11% 4% 4% 10% 10% 4% 4% 4% 4% 9% 9% 2% 2% 2% 2% 9% 9% 2% 2% 0.4% 0.4% 2% 2% 1% 1% 1% 1% 8% 8% 7% 7% 7% 7% 6% 6% 6% 6% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% INDONESIA PHILIPPINES MEXICO INDIA THAILAND BRAZIL SAUDI ARABIA GLOBAL AVERAGE HONG KONG POLAND CHINA SOUTH AFRICA MALAYSIA SPAIN VIETNAM UNITED ARAB EMIRATES ITALY TURKEY FRANCE JAPAN RUSSIA UNITED STATES UNITED KINGDOM SINGAPORE SOUTH KOREA ARGENTINA AUSTRALIA CANADA GERMANY NIGERIA 30 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES.

  31. AVERAGE FIXED INTERNET CONNECTION SPEEDS AVERAGE SPEED OF FIXED INTERNET CONNECTIONS BY COUNTRY, IN MBPS JAN 2017 26.3 20.1 18.2 18.0 16.3 14.9 14.5 13.8 13.7 11.7 11.7 11.6 9.7 9.6 8.3 8.2 7.5 7.2 6.7 6.4 6.3 6.3 6.0 5.7 5.5 5.0 4.9 4.2 4.1 3.0 SOUTH KOREA HONG KONG SINGAPORE JAPAN UNITED STATES UNITED KINGDOM SPAIN CANADA GERMANY THAILAND POLAND RUSSIA FRANCE AUSTRALIA UNITED ARAB EMIRATES ITALY MALAYSIA MEXICO TURKEY INDONESIA GLOBAL AVERAGE VIETNAM SOUTH AFRICA CHINA BRAZIL ARGENTINA SAUDI ARABIA PHILIPPINES INDIA NIGERIA 31 SOURCES: AKAMAI STATE OF THE INTERNET REPORT, Q3 2016.

  32. TIME SPENT ON THE INTERNET AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY, SPLIT BY COMPUTER USE AND MOBILE PHONE USE [SURVEY BASED] NOTE THAT TIMES CAN BE ADDED TOGETHER TO FIND TOTAL INTERNET TIME BY COUNTRY; RANKINGS ARE IN ORDER OF TOTAL TIME SPENT USING THE INTERNET EACH DAY JAN 2017 ACCESS THROUGH LAPTOP / DESKTOP 05:23 05:23 ACCESS THROUGH MOBILE DEVICE 04:59 04:59 04:59 04:59 04:48 04:48 04:47 04:47 04:47 04:47 04:37 04:37 04:35 04:35 04:27 04:27 04:27 04:27 04:20 04:20 04:19 04:19 04:19 04:19 04:14 04:14 04:13 04:13 04:09 04:09 04:06 04:06 04:01 04:01 04:01 04:01 04:00 04:00 03:56 03:56 03:55 03:55 03:54 03:54 03:51 03:51 03:47 03:47 03:44 03:44 03:43 03:43 03:42 03:42 03:40 03:40 03:36 03:36 03:36 03:36 03:35 03:35 03:33 03:33 03:26 03:26 03:25 03:25 03:22 03:22 03:20 03:20 03:17 03:17 03:09 03:09 03:04 03:04 03:03 03:03 02:59 02:59 02:49 02:49 02:33 02:33 02:26 02:26 02:21 02:21 02:08 02:08 02:04 02:04 02:02 02:02 01:58 01:58 01:53 01:53 01:47 01:47 01:42 01:42 01:36 01:36 01:33 01:33 01:16 01:16 01:08 01:08 00:57 00:57 PHILIPPINES BRAZIL THAILAND INDONESIA MALAYSIA MEXICO ARGENTINA SOUTH AFRICA INDIA UNITED ARAB EMIRATES SAUDI ARABIA VIETNAM TURKEY SINGAPORE UNITED STATES CHINA RUSSIA ITALY HONG KONG CANADA UNITED KINGDOM POLAND SPAIN AUSTRALIA SOUTH KOREA FRANCE GERMANY JAPAN EGYPT 32 SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

  33. SHARE OF WEB TRAFFIC BY DEVICE BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS JAN 2017 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES 45% 50% 5% 0.12% YEAR-ON-YEAR CHANGE: -20% YEAR-ON-YEAR CHANGE: +30% YEAR-ON-YEAR CHANGE: -5% YEAR-ON-YEAR CHANGE: +33% 33 SOURCES: STATCOUNTER, JANUARY 2017.

  34. MOBILE’S SHARE OF WEB TRAFFIC PERCENTAGE OF TOTAL WEB PAGES SERVED TO MOBILE PHONES JAN 2017 81% 81% 79% 79% 78% 78% 69% 69% 66% 66% 61% 61% GLOBAL 57% 57% 57% 57% 56% 56% 55% 55% 53% 53% 50% 50% 50% 50% AVERAGE 46% 46% 44% 44% 42% 42% 38% 38% 37% 37% 36% 36% 36% 36% 34% 34% 34% 34% 33% 33% 31% 31% 31% 31% 30% 30% 30% 30% 29% 29% 28% 28% 23% 23% 16% 16% NIGERIA INDIA SOUTH AFRICA INDONESIA THAILAND TURKEY UNITED ARAB EMIRATES POLAND CHINA SAUDI ARABIA MALAYSIA MEXICO GLOBAL AVERAGE ARGENTINA SINGAPORE SPAIN PHILIPPINES UNITED STATES AUSTRALIA SOUTH KOREA UNITED KINGDOM VIETNAM HONG KONG ITALY BRAZIL GERMANY CANADA JAPAN FRANCE RUSSIA EGYPT 34 SOURCES: STATCOUNTER, JANUARY 2017.

  35. WE ARE SOCIAL’S ANALYSIS: INTERNET The internet is now an integral part of everyday life for most people around the world, so marketers must stop treating digital separately, and identify ways to deliver seamlessly integrated digital activities into their audiences’ lives. Some things to consider are: Physical setting: where in the world does your audience go online? Will they be comfortable on the couch at home, or squeezed into a crowded bus or train? Social setting: who are they with when they’re online? Are they with friends, family members, colleagues, or on their own? Digital connection: how are people accessing the internet? Do they have lightning fast broadband, or will they be suffering from slow mobile data networks? Digital delivery: what’s the optimum way to deliver value to your audience? Would they be most receptive to shareable video content, a mobile app, a chatbot, or an agile website? Desired consequence: what do you want people to do next, both in the short- and long-term? Are you trying to convince them at the point of purchase? Inspire them to share a video? Join a community? Measurement: which data and tools will tell you whether your marketing efforts are adding tangible value to your brand’s bottom line? How will you use them? 35

  36. HOOTSUITE’S PERSPECTIVE: INTERNET THEMES Organic reach will continue to decline for brands. To combat this, brands will need to pay-to-play and rely on social advertising to reach their audience. Last year, social video stole the show and Cisco predicts that 82 percent of all consumer internet traffic will be video by 2020. Looking forward into 2017, social video advertising will be a key strategic focus for brands – especially on Facebook, Snapchat, and Periscope. As social adoption increases globally, we’re seeing a decline in the role traditional websites play for brands and consumers. Brands like Vox, Buzzfeed, and Vice are exploring what content distribution looks like without a website at the centre – this trend is very interesting, especially as social behaviours continue to increase. In fact, 70% of marketers plan to use social video advertising in the next 12 months. Click here to download our Social Video Toolkit to learn how you can drive results with social video this year. 36

  37. GLOBAL SOCIAL MEDIA USE 37

  38. SOCIAL MEDIA USE BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY JAN 2017 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION 2.789 37% 2.549 34% BILLION BILLION 38 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  39. SOCIAL MEDIA PENETRATION BY REGION TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION JAN 2017 NORTH AMERICA EAST EUROPE WEST EUROPE 44% 44% 66% 66% 54% 54% CENTRAL ASIA 7% 7% EAST ASIA 57% 57% 38% 38% 15% 15% CENTRAL AMERICA 51% 51% MIDDLE EAST SOUTHEAST ASIA 47% 47% SOUTH ASIA 14% 14% 59% 59% 52% 52% GLOBAL AVERAGE: 37% AFRICA SOUTH AMERICA OCEANIA 39 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  40. SOCIAL MEDIA USE: REGIONAL OVERVIEW MONTHLY ACTIVE SOCIAL MEDIA USERS (IN MILLIONS), AND SOCIAL MEDIA PENETRATION, BY REGION JAN 2017 SOCIAL MEDIA USERS, IN MILLIONS 919 919 INTERNET PENETRATION 306 306 264 264 250 250 237 237 226 226 187 187 170 170 112 112 93 93 21 21 5 5 57% 57% 47% 47% 15% 15% 59% 59% 66% 66% 54% 54% 44% 44% 14% 14% 51% 51% 38% 38% 52% 52% 7% 7% EAST ASIA SOUTH- EAST ASIA SOUTH ASIA SOUTH AMERICA NORTH AMERICA WEST EUROPE EAST EUROPE AFRICA CENTRAL AMERICA MIDDLE EAST OCEANIA CENTRAL ASIA 40 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  41. SOCIAL MEDIA PENETRATION BY COUNTRY MONTHLY ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION JAN 2017 99% 99% 83% 83% 77% 77% 75% 75% 71% 71% 70% 70% 67% 67% 66% 66% 65% 65% 64% 64% 63% 63% 60% 60% 59% 59% 59% 59% 58% 58% 58% 58% 57% 57% 56% 56% 54% 54% 52% 52% 51% 51% GLOBAL 48% 48% 41% 41% 40% 40% 39% 39% 39% 39% 37% 37% 37% 37% AVERAGE 27% 27% 10% 10% 14% 14% UNITED ARAB EMIRATES SOUTH KOREA SINGAPORE HONG KONG MALAYSIA ARGENTINA THAILAND UNITED STATES AUSTRALIA UNITED KINGDOM CANADA TURKEY MEXICO SAUDI ARABIA PHILIPPINES BRAZIL CHINA FRANCE SPAIN ITALY JAPAN VIETNAM GERMANY INDONESIA RUSSIA POLAND GLOBAL AVERAGE SOUTH AFRICA INDIA NIGERIA EGYPT 41 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  42. SOCIAL MEDIA PENETRATION RANKINGS BASED ON SOCIAL MEDIA PENETRATION IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE JAN 2017 HIGHEST SOCIAL MEDIA PENETRATION LOWEST SOCIAL MEDIA PENETRATION # HIGHEST PENETRATION % USERS # LOWEST PENETRATION % USERS 01 213 QATAR 99% 2,400,000 NORTH KOREA 0.06% 16,000 02 212 UNITED ARAB EMIRATES 99% 9,200,000 TURKMENISTAN 0.46% 25,000 03 211 BRUNEI 86% 370,000 ERITREA 1% 63,000 04 210 ARUBA 85% 89,000 TAJIKISTAN 1% 110,000 05 209 MALDIVES 83% 310,000 SOUTH SUDAN 1% 170,000 06 208 SOUTH KOREA 83% 41,915,000 CHAD 1% 220,000 07 207 CAYMAN ISLANDS 82% 50,000 CENTRAL AFRICAN REPUBLIC 2% 87,000 08 206 TAIWAN 81% 19,000,000 NIGER 2% 400,000 09 205 CYPRUS 79% 930,000 UZBEKISTAN 3% 770,000 10 204 MALTA 79% 330,000 DEM. REP. OF THE CONGO 3% 2,300,000 42 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  43. GROWTH OF SOCIAL MEDIA USERS YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE USING SOCIAL MEDIA IN EACH COUNTRY vs. JANUARY 2016 JAN 2017 73% 73% 46% 46% 40% 40% 34% 34% 31% 31% 27% 27% 25% 25% 25% 25% 22% 22% 22% 22% 21% 21% 21% 21% 21% 21% 21% 21% 20% 20% 18% 18% 15% 15% 15% 15% 15% 15% 14% 14% 14% 14% 14% 14% 14% 14% 13% 13% 11% 11% 11% 11% 11% 11% 10% 10% 9% 9% 7% 7% 0% 0% SAUDI ARABIA UNITED ARAB EMIRATES INDIA INDONESIA VIETNAM MEXICO PHILIPPINES MALAYSIA SINGAPORE THAILAND GLOBAL AVERAGE JAPAN CHINA NIGERIA BRAZIL SOUTH AFRICA ARGENTINA HONG KONG AUSTRALIA TURKEY GERMANY SPAIN FRANCE UNITED STATES ITALY UNITED KINGDOM CANADA SOUTH KOREA POLAND RUSSIA EGYPT 43 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  44. SOCIAL MEDIA GROWTH RANKINGS BASED ON CHANGES IN ACTIVE SOCIAL MEDIA USERS IN COUNTRIES WITH A NATIONAL POPULATION OF 50,000 PEOPLE OR MORE JAN 2017 LARGEST GROWTH IN NUMBER OF SOCIAL MEDIA USERS vs. 2016 LARGEST PERCENTAGE GROWTH IN SOCIAL MEDIA USERS vs. 2016 # HIGHEST GROWTH (#) # HIGHEST GROWTH (%) ▲ ▲ USERS ▲ ▲ % ▲ ▲ % ▲ ▲ USERS 01 01 CHINA 133,870,000 21% CUBA 368% 2,760,000 02 02 INDIA 55,000,000 40% CURAÇAO 173% 76,000 03 03 INDONESIA 27,000,000 34% NORTH KOREA 135% 9,200 04 04 UNITED STATES 22,000,000 11% NIGER 111% 210,000 05 05 BRAZIL 19,000,000 18% TURKMENISTAN 108% 13,000 06 06 MEXICO 16,000,000 27% KYRGYZSTAN 107% 310,000 07 07 PHILIPPINES 12,000,000 25% BENIN 90% 520,000 08 08 BANGLADESH 11,000,000 73% MAURITANIA 85% 220,000 09 09 JAPAN 11,000,000 21% MYANMAR 84% 6,400,000 10 10 VIETNAM 11,000,000 31% LAOS 84% 820,000 44 SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.

  45. TIME SPENT ON SOCIAL MEDIA AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY [SURVEY BASED] JAN 2017 04:17 04:17 03:43 03:43 03:32 03:32 03:32 03:32 03:24 03:24 03:19 03:19 03:16 03:16 03:10 03:10 03:01 03:01 02:55 02:55 02:54 02:54 02:48 02:48 02:39 02:39 02:36 02:36 02:19 02:19 02:07 02:07 02:06 02:06 02:00 02:00 01:50 01:50 01:48 01:48 01:47 01:47 01:45 01:45 01:41 01:41 01:41 01:41 01:39 01:39 01:23 01:23 01:11 01:11 01:09 01:09 00:40 00:40 PHILIPPINES BRAZIL ARGENTINA MEXICO UNITED ARAB EMIRATES MALAYSIA INDONESIA TURKEY SAUDI ARABIA SOUTH AFRICA THAILAND VIETNAM INDIA RUSSIA SINGAPORE UNITED STATES ITALY CHINA UNITED KINGDOM CANADA POLAND HONG KONG SPAIN AUSTRALIA FRANCE SOUTH KOREA GERMANY JAPAN EGYPT 45 SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

  46. ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMS BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS JAN 2017 1,871 1,871 FACEBOOK FB MESSENGER WHATSAPP YOUTUBE 1,000 1,000 1,000 1,000 1,000 1,000 877 877 QQ 846 846 WECHAT QZONE INSTAGRAM TUMBLR* TWITTER BAIDU TIEBA* 632 632 600 600 550 550 317 317 300 300 300 300 300 300 297 297 SKYPE SNAPCHAT** SINA WEIBO DATA CORRECT TO: 27 JANUARY 2017 217 217 LINE 150 150 PINTEREST 122 122 106 106 100 100 100 100 100 100 90 90 49 49 YY SOCIAL NETWORK LINKEDIN BBM* TELEGRAM VIBER* VKONTAKTE KAKAOTALK MESSENGER / CHAT APP / VOIP SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2017. *NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE. **NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY BUSINESS INSIDER IN JUNE 2016, BASED ON DAILY ACTIVE USERS. 46

  47. FACEBOOK USAGE ANALYSIS A BREAKDOWN OF FACEBOOK’S GLOBAL USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER JAN 2017 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS FACEBOOK USERS ACCESSING VIA MOBILE DEVICES* FACEBOOK USERS USING FACEBOOK EACH DAY PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 1 1.871 87% 55% 44% 56% BILLION 47 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. *NOTE: ‘MOBILE DEVICES’ INCLUDES SMARTPHONES, FEATURE PHONES, AND TABLETS.

  48. DAILY ACTIVE FACEBOOK USERS vs. TOTAL USERS NUMBER OF FACEBOOK USERS WHO USE THE PLATFORM EACH DAY, COMPARED TO THE COUNTRY’S TOTAL FACEBOOK USERS JAN 2017 75% 75% 74% 74% 73% 73% 70% 70% 70% 70% 69% 69% 68% 68% 66% 66% GLOBAL 64% 64% 64% 64% 64% 64% 64% 64% 64% 64% 63% 63% 62% 62% 60% 60% 59% 59% 59% 59% 58% 58% 55% 55% AVERAGE 55% 55% 49% 49% 45% 45% 42% 42% 41% 41% 41% 41% 40% 40% 40% 40% 32% 32% 17% 17% AUSTRALIA ITALY POLAND UNITED STATES CANADA UNITED KINGDOM ARGENTINA BRAZIL SPAIN FRANCE GERMANY MALAYSIA SINGAPORE THAILAND MEXICO TURKEY UNITED ARAB EMIRATES VIETNAM HONG KONG GLOBAL AVERAGE SOUTH KOREA SAUDI ARABIA PHILIPPINES INDIA INDONESIA JAPAN SOUTH AFRICA NIGERIA RUSSIA EGYPT 48 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017.

  49. PROFILE OF FACEBOOK USERS BREAKDOWN OF FACEBOOK’S GLOBAL USERS BY AGE AND GENDER, IN MILLIONS JAN 2017 AGE TOTAL FEMALE MALE TOTAL 330 330 1,871,000,000 44% 56% 313 313 13 – 17 172,000,000 4% 5% FEMALE 18 – 24 562,000,000 12% 18% MALE 25 – 34 534,000,000 12% 17% 35 – 44 286,000,000 7% 8% 231 231 45 – 54 166,000,000 4% 4% 220 220 55 – 64 89,000,000 3% 2% 65+ 64,000,000 2% 2% 159 159 128 128 94 94 84 84 82 82 78 78 47 47 42 42 33 33 31 31 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL GLOBAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. 49

  50. FACEBOOK GENDER BALANCE RANKINGS COUNTRIES WITH THE GREATEST SKEW IN THE GENDER BALANCE OF MONTHLY ACTIVE FACEBOOK USERS JAN 2017 COUNTRIES WITH THE MOST SIGNIFICANT MALE SKEW ON FACEBOOK COUNTRIES WITH THE MOST SIGNIFICANT FEMALE SKEW ON FACEBOOK # HIGHEST MALE RATIO % MALE USERS # HIGHEST FEMALE RATIO % FEMALE USERS 01 01 YEMEN 86% 1,900,000 KIRIBATI 58% 10,000 02 02 AFGHANISTAN 86% 2,600,000 LATVIA 56% 500,000 03 03 CHAD 85% 200,000 MOLDOVA 56% 500,000 04 04 SOUTH SUDAN 84% 100,000 BELARUS 56% 700,000 05 05 OMAN 82% 1,600,000 FRENCH POLYNESIA 56% 100,000 06 06 NIGER 81% 300,000 UKRAINE 56% 4,200,000 07 07 QATAR 79% 1,900,000 NEW CALEDONIA 55% 100,000 08 08 SAUDI ARABIA 78% 15,000,000 CURAÇAO 55% 100,000 09 09 MALI 78% 1,000,000 MACAU 55% 200,000 10 10 PAKISTAN 78% 24,000,000 ESTONIA 55% 400,000 50 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017.

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