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Digital 2019 United Kingdom (January 2019) v01

Everything you need to know about mobile, internet, social media, and e-commerce use in The United Kingdom in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/

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Digital 2019 United Kingdom (January 2019) v01

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  1. DIGITAL 2019 THE UNITED KINGDOM ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019

  2. DIGITAL 2019 GLOBAL DIGITAL YEARBOOK DIGITAL 2019 ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD CLICK HERE TO READ OUR DIGITAL 2019 GLOBAL DIGITAL YEARBOOK, WITH ESSENTIAL HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD CLICK HERE TO READ OUR DIGITAL 2019 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD

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

  4. GLOBAL OVERVIEW 5

  5. DIGITAL AROUND THE WORLD IN 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE JAN 2019 TOTAL UNIQUE MOBILE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION 7.676 5.112 BILLION 4.388 3.484 3.256 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; 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). 6

  6. ANNUAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS JAN 2019 TOTAL UNIQUE MOBILE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION +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 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 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). 7

  7. INTERNET PENETRATION BY REGION INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE) JAN 2019 NORTHERN EUROPE 95% EASTERN EUROPE 80% NORTHERN AMERICA 95% 88% 50% CENTRAL ASIA 94% WESTERN EUROPE SOUTHERN EUROPE 60% EASTERN ASIA 66% CARIBBEAN 51% 50% NORTHERN AFRICA 42% 63% WESTERN ASIA MIDDLE AFRICA 12% SOUTHERN ASIA 41% CENTRAL AMERICA 63% SOUTH-EASTERN ASIA WESTERN AFRICA 73% 32% EASTERN AFRICA SOUTHERN AMERICA 51% 69% SOUTHERN AFRICA OCEANIA SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 8

  8. SOCIAL MEDIA PENETRATION BY REGION BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION JAN 2019 NORTHERN EUROPE 67% EASTERN EUROPE 48% NORTHERN AMERICA 70% 58% 16% CENTRAL ASIA 53% WESTERN EUROPE SOUTHERN EUROPE 70% EASTERN ASIA 54% CARIBBEAN 46% 40% NORTHERN AFRICA 24% 62% WESTERN ASIA MIDDLE AFRICA 7% SOUTHERN ASIA 12% CENTRAL AMERICA 61% SOUTH-EASTERN ASIA WESTERN AFRICA 66% 8% EASTERN AFRICA SOUTHERN AMERICA 38% 57% SOUTHERN AFRICA OCEANIA SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 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. 9

  9. SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS JAN 2019 2,271 FACEBOOK 1,900 YOUTUBE 1,500 WHATSAPP 1,300 FB MESSENGER 1,083 WEIXIN / WECHAT 1,000 INSTAGRAM 803 QQ 531 QZONE 500 DOUYIN / TIKTOK 446 SINA WEIBO 330 REDDIT 326 320 303 300 300 287 260 250 TWITTER DOUBAN LINKEDIN** BAIDU TIEBA* SOCIAL NETWORK SKYPE* SNAPCHAT** MESSENGER / VOIP VIBER* PINTEREST 194 LINE SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *ADVISORY: PLATFORMS 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). 10

  10. TOP SOCIAL MESSENGERS AROUND THE WORLD THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018 JAN 2019 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 (1 1) SOURCE: BASED ON SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018). NOTE: FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP. 11

  11. SOCIAL MEDIA AUDIENCE PROFILE BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER JAN 2019 19% FEMALE MALE 16% 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 12 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.

  12. MOBILE CONNECTIVITY BY REGION THE NUMBER OF MOBILE SUBSCRIPTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS) JAN 2019 NORTHERN EUROPE 120% EASTERN EUROPE 154% NORTHERN AMERICA 105% 132% 103% CENTRAL ASIA 116% WESTERN EUROPE SOUTHERN EUROPE 111% EASTERN ASIA 101% CARIBBEAN 73% 102% NORTHERN AFRICA 91% 96% WESTERN ASIA MIDDLE AFRICA 53% SOUTHERN ASIA 86% CENTRAL AMERICA 129% SOUTH-EASTERN ASIA WESTERN AFRICA 109% 62% EASTERN AFRICA SOUTHERN AMERICA 162% 108% SOUTHERN AFRICA OCEANIA SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: MOBILE SUBSCRIPTIONS DO NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 13

  13. THE UNITED KINGDOM 14

  14. THE UNITED KINGDOM JAN 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION SUBSCRIPTIONS 66.77 MILLION 71.67 MILLION 63.43 MILLION 45.00 MILLION 39.00 MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 84% 107% 95% 67% 58% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 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). 15

  15. ANNUAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS JAN 2019 TOTAL MOBILE INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION SUBSCRIPTIONS +0.6% -1.4% +0.6% +2.3% +2.6% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +391 THOUSAND -1 MILLION +369 THOUSAND +1 MILLION +1 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 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). 16

  16. OVERVIEW: POPULATION & ECONOMY ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS JAN 2019 TOTAL FEMALE POPULATION MALE ANNUAL CHANGE IN POPULATION SIZE MEDIAN AGE POPULATION POPULATION 66.77 MILLION 50.6% 49.4% +0.6% 40.8 URBAN POPULATION GDP PER CAPITA (PPP) (CURRENT INTERNATIONAL $)* OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) 99% 84% $43,269 99% 99% SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2019). *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. 17

  17. DEVICE USAGE PERCENTAGE OF THE ADULT POPULATION* THAT USES EACH KIND OF DEVICE [SURVEY-BASED] JAN 2019 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE 92% 77% 74% 53% TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE 89% 22% 9% 9% SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). *NOTE: PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE DETAILS OF HOW GOOGLE DEFINES 'ADULT POPULATION'. ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS. 18

  18. TIME SPENT WITH MEDIA AVERAGE DAILY TIME SPENT CONSUMING AND INTERACTING WITH MEDIA [SURVEY BASED] JAN 2019 AVERAGE DAILY TIME SPENT USING THE INTERNET VIA ANY DEVICE AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND) AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC global web index 5H 46M 1H 50M 3H 42M 1H 05M SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. TIMES ARE DAILY AVERAGES, REPORTED IN HOURS AND MINUTES. NOTE: SOME ACTIVITIES MAY TAKE PLACE CONCURRENTLY. 19

  19. INTERNET USE 20

  20. INTERNET USE: DEVICE PERSPECTIVE BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES JAN 2019 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION global web index 63.43 MILLION 95% 53.60 MILLION 80% SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. MOBILE SHARE DATA: GLOBALWEBINDEX (Q2 & Q3 2018); AND EXTRAPOLATIONS OF DATA PUBLISHED BY THE WORLD’S LARGEST SOCIAL MEDIA PLATFORMS VIA EARNINGS RELEASES AND SELF-SERVE ADVERTISING TOOLS. GLOBALWEBINDEX FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 21

  21. INTERNET USERS: DIFFERENT PERSPECTIVES DIFFERENT PERSPECTIVES ON THE NUMBER OF INTERNET USERS, FROM SOME OF THE WORLD’S MOST COMPREHENSIVE STUDIES JAN 2019 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) WORLD BANK CIA WORLD FACTBOOK 63.06 MILLION 63.28 MILLION 63.28 MILLION 61.06 MILLION 22 SOURCE: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK (ALL LATEST DATA AVAILABLE IN JANUARY 2019).

  22. FREQUENCY OF INTERNET USE HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) JAN 2019 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH 1 7 31 365 90% 8% 2% 1% SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS. 23

  23. INTERNET CONNECTION SPEEDS AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON JAN 2019 AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS AVERAGE SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF FIXED INTERNET CONNECTIONS 29.17 +5.9% 54.93 +4.6% MBPS MBPS 24 SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017).

  24. SIMILARWEB’S TOP WEBSITES RANKING OF WEBSITES BY AVERAGE MONTHLY TRAFFIC JAN 2019 # WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT 01 GOOGLE.COM SEARCH 1,956,100,000 09M 14S 8.6 02 GOOGLE.CO.UK SEARCH 1,746,000,000 10M 00S 6.7 03 YOUTUBE.COM TV & VIDEO 971,600,000 22M 02S 8.5 04 FACEBOOK.COM SOCIAL 874,000,000 1 1M 18S 9.5 05 BBC.CO.UK NEWS 482,100,000 05M 35S 4.1 06 AMAZON.CO.UK SHOPPING 418,800,000 07M 19S 9.9 07 EBAY.CO.UK SHOPPING 31 1,700,000 09M 55S 1 1.6 08 WIKIPEDIA.ORG REFERENCE 281,000,000 04M 04S 3.0 09 TWITTER.COM SOCIAL 218,200,000 09M 22S 6.5 10 LIVE.COM EMAIL 195,400,000 07M 05S 7.6 SOURCE: SIMILARWEB (JANUARY 2019). FIGURES BASED ON MONTHLY AVERAGES FOR Q4 2018. NOTES: ‘MONTHLY TRAFFIC’ DOES NOT REPRESENT UNIQUE VISITORS. ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. 25

  25. ALEXA’S TOP WEBSITES RANKING OF WEBSITES BY THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS JAN 2019 # WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT 01 GOOGLE.COM 07M 42S 9.54 1 1 LIVE.COM 03M 53S 3.76 02 YOUTUBE.COM 08M 47S 5.02 12 NETFLIX.COM 02M 04S 1.79 03 GOOGLE.CO.UK 06M 26S 8.67 13 LADBIBLE.COM 00M 59S 1.49 04 FACEBOOK.COM 09M 43S 4.03 14 INSTAGRAM.COM 05M 47S 3.86 05 AMAZON.CO.UK 06M 08S 6.93 15 PORNHUB.COM 08M 43S 3.35 06 BBC.CO.UK 04M 14S 4.05 16 VK.COM 10M 04S 4.69 07 WIKIPEDIA.ORG 04M 15S 3.15 17 TWITCH.TV 05M 36S 2.78 08 REDDIT.COM 1 1M 40S 7.54 18 YAHOO.COM 04M 01S 3.60 09 EBAY.CO.UK 09M 34S 7.67 19 LIVEJASMIN.COM 01M 29S 1.40 10 TWITTER.COM 06M 23S 3.21 20 THEGUARDIAN.COM 03M 27S 2.58 SOURCE: ALEXA (JANUARY 2019). NOTES: ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE FOR DAYS WHEN 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. 26

  26. TOP GOOGLE SEARCH QUERIES IN 2018 BASED ON SEARCHES THROUGHOUT 2018 JAN 2019 # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 BBC 100 1 1 FOOTBALL 30 02 WEATHER 93 12 SKY 29 03 NEWS 85 13 HOTMAIL 27 04 FACEBOOK 81 14 TESCO 23 05 YOU 72 15 ARGOS 23 06 GOOGLE 54 16 LIVERPOOL 22 07 YOUTUBE 48 17 DAILY MAIL 20 08 AMAZON 41 18 NEXT 17 09 BBC NEWS 37 19 BBC WEATHER 17 10 EBAY 36 20 TWITTER 17 SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN 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 INDEX VALUES FOR EACH QUERY IN DECEMBER 2018 TO DECEMBER 2017. 27

  27. CONTENT STREAMING ACTIVITIES PERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED] JAN 2019 WATCH VIDEOS ONLINE STREAM TV CONTENT VIA THE INTERNET PLAY GAMES STREAMED LIVE VIA THE INTERNET WATCH LIVE STREAMS OF OTHERS PLAYING GAMES WATCH E-SPORTS TOURNAMENTS 88% 60% 13% 14% 6.6% 28 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

  28. USE OF INTERNET TECHNOLOGIES PERCENTAGE OF INTERNET USERS THAT USE EACH TOOL OR SERVICE EACH MONTH JAN 2019 VOICE SEARCH OR VOICE COMMANDS RIDE-HAILING SERVICES AD-BLOCKING TOOLS VIRTUAL PRIVATE NETWORK (VPN) global web index 26% 14% 39% 20% 29 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

  29. SOCIAL MEDIA USE 30

  30. SOCIAL MEDIA OVERVIEW BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS JAN 2019 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL POPULATION TOTAL NUMBER OF ACTIVE SOCIAL USERS ACCESSING VIA MOBILE DEVICES ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION 45.00 MILLION 67% 39.00 MILLION 58% SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. 31

  31. SOCIAL MEDIA BEHAVIOURS HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED] JAN 2019 VISITED OR USED A SOCIAL NETWORK OR MESSAGING SERVICE IN THE PAST MONTH ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES global web index global web index 96% 77% 1H 50M 7.1 13% SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. FIGURES FOR ‘TIME SPENT’ ARE DAILY AVERAGES, IN HOURS AND MINUTES.*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. 32

  32. MOST ACTIVE SOCIAL MEDIA PLATFORMS PERCENTAGE OF INTERNET USERS WHO REPORT USING EACH PLATFORM [SURVEY BASED] JAN 2019 80% YOUTUBE 78% FACEBOOK 60% FB MESSENGER 58% WHATSAPP 47% INSTAGRAM 46% TWITTER 27% 27% 27% SNAPCHAT LINKEDIN PINTEREST 22% SKYPE 14% REDDIT 13% 12% TUMBLR SOCIAL NETWORK TWITCH 8% 8% 7% WECHAT MESSENGER / VOIP VIBER IMGUR 33 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

  33. SOCIAL MEDIA ADVERTISING AUDIENCES A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS JAN 2019 TOTAL ADVERTISING AUDIENCE ON FACEBOOK (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON INSTAGRAM (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON TWITTER (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON SNAPCHAT (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON LINKEDIN (REGISTERED MEMBERS) 40.00 MILLION 24.00 MILLION 13.60 MILLION 17.15 MILLION 27.00 MILLION FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 40% 60% 53% 48% 54% 46% 40% 60% 56% 43% SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS. 34

  34. SOCIAL MEDIA AUDIENCES: QUARTERLY GROWTH THE QUARTERLY CHANGE IN THE TOTAL ADDRESSABLE ADVERTISING AUDIENCES* OF SELECTED SOCIAL MEDIA PLATFORMS JAN 2019 QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON FACEBOOK (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON INSTAGRAM (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON TWITTER (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON SNAPCHAT (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON LINKEDIN (REGISTERED MEMBERS) 0% +4.3% -0.7% -14% +8.0% SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS. 35

  35. SOCIAL MEDIA AUDIENCE PROFILE BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER JAN 2019 13% 13% FEMALE MALE 9% 9% 8% 8% 8% 7% 6% 5% 5% 4% 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 36 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.

  36. FACEBOOK AUDIENCE OVERVIEW BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT FACEBOOK REPORTS CAN BE REACHED WITH ADVERTS ON FACEBOOK PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON FACEBOOK QUARTER-ON- QUARTER GROWTH IN FACEBOOK ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 40.00 MILLION 71% 0% 53% 48% SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. 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. 37

  37. FACEBOOK ACTIVITY FREQUENCY THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK JAN 2019 NUMBER OF FACEBOOK PAGES LIKED (LIFETIME) POSTS LIKED IN THE PAST 30 DAYS (ALL POST TYPES) COMMENTS MADE IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK POSTS SHARED IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK ADVERTS CLICKED IN THE PAST 30 DAYS (ANY CLICK TYPE) 1 13 7 1 12 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 1 1 19 9 12 4 2 1 16 10 38 SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.

  38. FACEBOOK PAGE REACH BENCHMARKS AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA JAN 2019 AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH +0.13% 7.3% 6.9% 27% 28% SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES 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 ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. 39

  39. FACEBOOK ENGAGEMENT BENCHMARKS THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH JAN 2019 AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE POSTS (ALL TYPES OF POST, ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS (ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS (ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS (ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS (ALL TYPES OF PAGE*) 3.82% 6.96% 5.48% 3.81% 2.51% SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES 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 ACROSS ALL POST TYPES. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. 40

  40. INSTAGRAM AUDIENCE OVERVIEW BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT INSTAGRAM REPORTS CAN BE REACHED WITH ADVERTS ON INSTAGRAM PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON INSTAGRAM QUARTER-ON- QUARTER GROWTH IN INSTAGRAM ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 24.00 MILLION 42% +4.3% 54% 46% 41 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.

  41. TWITTER AUDIENCE OVERVIEW BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT TWITTER REPORTS CAN BE REACHED WITH ADVERTS ON TWITTER PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON TWITTER QUARTER-ON- QUARTER GROWTH IN TWITTER ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS MALE* 13.60 MILLION 24% -0.7% 40% 60% SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. 42

  42. SNAPCHAT AUDIENCE OVERVIEW BASED ON SNAPCHAT’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT SNAPCHAT REPORTS CAN BE REACHED WITH ADVERTS ON SNAPCHAT PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON SNAPCHAT QUARTER-ON- QUARTER GROWTH IN SNAPCHAT ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS MALE* 17.15 MILLION 30% -14% 56% 43% SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: SNAPCHAT DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE. 43

  43. LINKEDIN AUDIENCE OVERVIEW BASED ON LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT LINKEDIN REPORTS CAN BE REACHED WITH ADVERTS ON LINKEDIN PERCENTAGE OF ADULTS AGED 18+ THAT CAN BE REACHED WITH ADVERTS ON LINKEDIN QUARTER-ON- QUARTER GROWTH IN LINKEDIN ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS MALE* 27.00 MILLION 51% +8.0% 40% 60% SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA. 44

  44. TOP YOUTUBE SEARCH QUERIES IN 2018 BASED ON SEARCHES ON THE YOUTUBE PLATFORM THROUGHOUT 2018 JAN 2019 # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 SONGS 100 1 1 KARAOKE 17 02 MUSIC 77 12 MINECRAFT 17 03 FORTNITE 69 13 DRAKE 16 04 PEPPA PIG 23 14 ROBLOX 15 05 MOVIES 23 15 SLIME 15 06 KSI 21 16 WWE 14 07 ASMR 21 17 ED SHEERAN 14 08 LOGAN PAUL 19 18 NINJA 14 09 EMINEM 18 19 JAKE PAUL 14 10 BABY SHARK 17 20 YOUTUBE 14 SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN 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). 45

  45. MOBILE USE 46

  46. MOBILE CONNECTIONS BY TYPE BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) JAN 2019 TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) 71.67 MILLION 107% 30% 70% 91% SOURCE: GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). ADVISORY: GSMA INTELLIGENCE HAVE REVISED SOME HISTORICAL FIGURES IN THE PAST YEAR, SO THE FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE TO THE DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS. 47

  47. MOBILE CONNECTIVITY INDEX GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY JAN 2019 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS AVAILABILITY OF RELEVANT CONTENT & SERVICES 84.18 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 74.69 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 84.31 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 87.49 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 91.14 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 48 SOURCE: GSMA INTELLIGENCE. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/

  48. MOBILE ACTIVITIES PERCENTAGE OF INTERNET USERS PERFORMING EACH ACTIVITY ON A MOBILE PHONE EACH MONTH [SURVEY BASED] JAN JAN 2019 2019 PERCENTAGE OF INTERNET USERS USING MOBILE MESSENGERS PERCENTAGE OF INTERNET USERS WATCHING VIDEOS ON MOBILE PERCENTAGE OF INTERNET USERS PLAYING GAMES ON MOBILE PERCENTAGE OF INTERNET USERS USING MOBILE BANKING PERCENTAGE OF INTERNET USERS USING MOBILE MAP SERVICES global web index global web index 73% 70% 47% 51% 63% 49 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

  49. MOBILE APPS: INSTALLS vs. USAGE A CLOSER LOOK AT THE NUMBER OF APPS DOWNLOADED AND INSTALLED, COMPARED TO THE NUMBER OF APPS USED JAN 2019 NUMBER OF MOBILE APPS DOWNLOADED DURING FULL YEAR 2018 TOTAL CONSUMER SPENDING ON MOBILE APPS DURING 2018 (U.S. DOLLARS) AVERAGE NUMBER OF APPS INSTALLED PER SMARTPHONE DEVICE AVERAGE NUMBER OF MOBILE APPS USED PER MONTH PER SMARTPHONE 2.026 BILLION $2.051 BILLION 95 34 50 SOURCE: APP ANNIE (JANUARY 2019); KEPIOS ANALYSIS. CONSUMER SPEND FIGURES ARE IN U.S. DOLLARS. NOTE: FIGURES REPRESENT VALUES FOR THE LOCAL COUNTRY / TERRITORY ONLY.

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