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ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND E-COMMERCE
DIGITAL2019

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

CLICK HERE TO READ OUR 2019 GLOBAL DIGITAL YEARBOOK REPORT,
WITH HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
DIGITAL2019
GLOBAL DIGITAL YEARBOOK
CLICK HERE TO READ OUR 2019 GLOBAL DIGITAL YEARBOOK REPORT,
WITH HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
DIGITAL2019
GLOBAL DIGITAL YEARBOOK

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

7
2019
JAN
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).
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE
DIGITAL AROUND THE WORLD IN 2019
PENETRATION:PENETRATION:PENETRATION:PENETRATION:URBANISATION:
MOBILE SOCIAL
MEDIA USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
7.676 5.112 4.388 3.484 3.256
56% 67% 57% 45% 42%
BILLION BILLIONBILLIONBILLIONBILLION

8
2019
JAN
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
ANNUAL DIGITAL GROWTH
JAN 2018 – JAN 2019JAN 2018 – JAN 2019JAN 2018 – JAN 2019JAN 2018 – JAN 2019JAN 2018 – JAN 2019
MOBILE SOCIAL
MEDIA USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
+1.1% +2.0% +9.1% +9.0% +10%
+84 MILLION +100 MILLION +367 MILLION +288 MILLION +297 MILLION

9
Click here to identify new opportunities and compare your strategy to
other organizations with Hootsuite’s global study of 9,278 organizations.
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:
Cambridge Analytica and fake news
damaged consumer confidence in search
engines, businesses, and social channels
in 2018. To rebuild trust, brands must be
clear why they are collecting data and
use the data they do collect to create
personalized, one-to-one experiences
that offer new value to customers.
REBUILD TRUST WITH CONSUMERS
54% of organizations report that departments
beyond marketing are now using social media.
Marketing teams can increase their influence
by guiding this expansion and advancing their
organization’s digital transformation. Begin by
establishing common KPIs with other departments,
using social to achieve broad business objectives
like brand health, revenue, and customer retention.
BREAK DOWN MARKETING SILOS
Today, the average internet user has accounts
on 8 different social and messaging services.
To meet the demands of these consumers,
organizations need to build a unified view of their
customers across every touchpoint. Tying together
data and working fluidly with other departments
is a tough task. But cracking this code offers a
giant leap ahead of your competitors in 2019.
MAKE A UNIFIED VIEW YOUR IMPERATIVE
HOOTSUITE’S PERSPECTIVE: DIGITAL IN 2019

10
Download our Think Forward report to dive into these trends and more.
The constant evolution of digital continues, with new
formats and platforms, enhanced by voice, AI and AR.
Voice based search has increased,
though interestingly more so in developing
economies than developed. Platforms
responding by developing features such
as Snapchat voice recognition lenses and
testing of voice commands for Facebook
Messenger and Facebook Portal.
EVOLUTION OF VOICE
Consumer-level AR creation tools are
gradually normalising this technology.
AR advertising in the newsfeed points to
a more immersive experience on social
platforms, but until there are truly social
features (allowing humans to interact) it
won’t be core to the experience.
IMMERSIVE SOCIAL
We’re in the midst of a
revolution. As individuals
become the gatekeepers to
their own data, it’s essential
that brands find access on
the right terms.
DEMOCRATISING DATA
As we converge and combine
our behaviours and intelligence
online, the ability for machine
learning to find solutions to
brand needs is becoming an
essential advantage.
COLLECTIVE AI
WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2019

12
2019
JAN
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
DIGITAL IN AFRICA IN 2019
PENETRATION:PENETRATION:PENETRATION:vs. POPULATION:URBANISATION:
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
1.304 1.049 473.0 216.0 202.4
BILLION BILLION MILLION MILLION MILLION
43% 80% 36% 17% 16%

13
2019
JAN
ANNUAL DIGITAL GROWTH IN AFRICA
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
+2.5% +5.2% +8.7% +13% +17%

14
2019
JAN
DIGITAL IN THE AMERICAS IN 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
1.020 1.058 798.4 673.1 610.5
BILLION BILLION MILLION MILLION MILLION
81% 104% 78% 66% 60%

15
2019
JAN
ANNUAL DIGITAL GROWTH IN THE AMERICAS
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
+0.9% +0.9% +7.7% +3.8% +5.0%

16
2019
JAN
DIGITAL IN ASIA-PACIFIC IN 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
4.250 4.416 2.210 1.997 1.931
BILLION BILLION BILLION BILLION BILLION
48% 104% 52% 47% 45%

17
2019
JAN
ANNUAL DIGITAL GROWTH IN ASIA-PACIFIC
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
+0.8% +3.0% +10% +12% +13%

18
2019
JAN
DIGITAL IN EUROPE IN 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
846.0 1.101 724.7 462.5 393.4
MILLION BILLION MILLION MILLION MILLION
74% 130% 86% 55% 47%

19
2019
JAN
ANNUAL DIGITAL GROWTH IN EUROPE
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
+0.2% +0.5% +7.6% +3.2% +4.5%

20
2019
JAN
DIGITAL IN THE MIDDLE EAST IN 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
256.6 304.5 182.0 136.1 118.0
MILLION MILLION MILLION MILLION MILLION
73% 119% 71% 53% 46%

21
2019
JAN
ANNUAL DIGITAL GROWTH IN THE MIDDLE EAST
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
+1.7% +2.7% +11% +4.7% +2.3%

23
2019
JAN
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.
ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS
OVERVIEW: POPULATION & ECONOMY
MEDIAN
AGE
MALE LITERACY
(ADULTS AGED 15+)
ANNUAL CHANGE
IN POPULATION SIZE
FEMALE LITERACY
(ADULTS AGED 15+)
MALE
POPULATION
OVERALL LITERACY
(ADULTS AGED 15+)
FEMALE
POPULATION
GDP PER CAPITA (PPP)
(CURRENT INTERNATIONAL $)*
TOTAL
POPULATION
URBAN
POPULATION
56% $16,941 86% 83% 90%
7.676 49.5% 50.5% +1.1% 30.8
BILLION

24
2019
JAN
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU (BOTH JANUARY 2019). NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
OCEANIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
SOUTH-EASTERN
ASIA
THE NUMBER OF PEOPLE LIVING IN EACH REGION, IN MILLIONS
POPULATION BY REGION
275
42
659
1,656
1,903
72
66
440
171
387
240
154
292
194
105
430
44181
365

25
2019
JAN
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; DATA FROM PREVIOUS ‘GLOBAL DIGITAL’ REPORTS.
7,258
7,343
7,428
7,511
7,593
7,676
GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
POPULATION GROWTH OVER TIME
2014 2015 2016 2017 2018 2019
+1.2% +1.1% +1.1% +1.1% +1.1%

26
2019
JAN
SOURCES: EXTRAPOLATED FROM DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (BOTH JANUARY 2019).
A CLOSER LOOK AT THE WORLD’S POPULATION BY BROAD AGE GROUP
GLOBAL POPULATION BY AGE GROUP
PERCENTAGE OF TOTAL:PERCENTAGE OF TOTAL:PERCENTAGE OF TOTAL:PERCENTAGE OF TOTAL:PERCENTAGE OF TOTAL:
GLOBAL POPULATION
AGED 65+ YEARS
GLOBAL POPULATION
AGED 45 – 64 YEARS
GLOBAL POPULATION
GLOBAL POPULATION
GLOBAL POPULATION
AGED 0 – 12 YEARS
1.690 1.451 2.222 1.609 704.4
BILLION BILLION BILLION BILLION MILLION
22% 19% 29% 21% 9.2%

27
2019
JAN
SOURCES: BASED ON DATA FROM THE UNITED NATIONS; THE U.S. CENSUS BUREAU (BOTH ACCESSED JANUARY 2019).
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+
THE WORLD’S TOTAL POPULATION DETAILED BY FIVE-YEAR AGE GROUPS, IN MILLIONS
DISTRIBUTION OF GLOBAL POPULATION BY AGE

28
2019
JAN
SOURCE: THE UNITED NATIONS (ACCESSED JANUARY 2019).
48.2
47.9
46.6
46.2
45.5
44.8
44.4
43.4
43.2
43.1
42.4
42.3
42.2
42.0
41.8
41.8
41.4
41.0
40.8
40.1
39.6
38.7
38.7
38.3
37.9
37.9
34.0
33.5
32.6
32.2
31.9
31.9
31.6
30.8
29.9
29.6
29.3
29.3
28.2
27.3
25.3
25.2
21.1
20.0
18.1
JAPAN
ITALY
GERMANY
PORTUGAL
SPAIN
HONGKONG
AUSTRIA
SOUTHKOREA
NETHERLANDS
SWITZERLAND
SINGAPORE
DENMARK
TAIWAN
FRANCE
BELGIUM
POLAND
CANADA
SWEDEN
U.K.
THAILAND
RUSSIA
CHINA
IRELAND
U.S.A.
AUSTRALIA
NEWZEALAND
U.A.E.
BRAZIL
VIETNAM
COLOMBIA
ARGENTINA
SAUDIARABIA
TURKEY
WORLDWIDE
MALAYSIA
MOROCCO
INDONESIA
MEXICO
INDIA
SOUTHAFRICA
EGYPT
PHILIPPINES
GHANA
KENYA
NIGERIA
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION
MEDIAN AGE BY COUNTRY

29
2019
JAN
SOURCES: BASED ON DATA FROM UNESCO; UNICEF; THE WORLD BANK; THE CIA WORLD FACTBOOK; INDEXMUNDI; PEW RESEARCH CENTRE; PHRASEBASE; ETHNOLOGUE.
NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
OCEANIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
SOUTH-EASTERN
ASIA
PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER
LITERACY RATE BY GENDER AND REGION
9291
9591
9894
7759
100100
8980
9492
6954
7958
5838
8469
9997
100100
9999
9999
90
83
9494
85839491
9999
MALE GLOBAL AVERAGE:
FEMALE GLOBAL AVERAGE:

30
2019
JAN
SOURCES: WORLD BANK; IMF (BOTH ACCESSED 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.
SINGAPORE
IRELAND
U.A.E.
SWITZERLAND
HONGKONG
U.S.A.
SAUDIARABIA
TAIWAN
NETHERLANDS
AUSTRIA
DENMARK
GERMANY
SWEDEN
AUSTRALIA
BELGIUM
CANADA
JAPAN
U.K.
FRANCE
NEWZEALAND
ITALY
SOUTHKOREA
SPAIN
PORTUGAL
MALAYSIA
POLAND
TURKEY
RUSSIA
ARGENTINA
MEXICO
THAILAND
WORLDWIDE
CHINA
BRAZIL
COLOMBIA
SOUTHAFRICA
INDONESIA
EGYPT
PHILIPPINES
MOROCCO
INDIA
VIETNAM
NIGERIA
GHANA
KENYA
$93,905
$75,648
$73,878
$64,712
$61,540
$59,532
$53,845
$52,960
$52,503
$52,398
$51,364
$50,639
$50,208
$48,460
$47,840
$46,705
$43,279
$43,269
$42,850
$41,109
$39,427
$38,335
$37,998
$31,673
$29,431
$29,026
$26,505
$25,533
$20,787
$18,258
$17,871
$16,941
$16,807
$15,484
$14,552
$13,498
$12,284
$11,583
$8,343
$8,217
$7,056
$6,776
$5,861
$4,641
$3,286
GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS*
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)

32
2019
JAN
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS
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.
BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
INTERNET USE: DEVICE PERSPECTIVE
MOBILE INTERNET USERS
AS A PERCENTAGE
OF TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
4.388 57% 3.986 52%
BILLION BILLION
global
web
index

33
2019
JAN
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN
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.
OCEANIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
SOUTH-EASTERN
ASIA
INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE)
INTERNET PENETRATION BY REGION
69%
63%
60%
42%
32%
51%
12%
66%
50%
80%
88%
95%
50%
41%
94%
51%
73%
63%
95%

34
2019
JAN
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.
1,000
803
415
346
316
233
183 182 158 140 135 121 114 100
36 34 29 23 20
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
NUMBER OF USERS, IN MILLIONS
PENETRATION vs. TOTAL POPULATION
INTERNET USERS IN MILLIONS, AND INTERNET PENETRATION vs. TOTAL POPULATION, BY GLOBAL REGION
INTERNET USE: REGIONAL OVERVIEW
60% 42% 63% 95% 73% 80% 94% 66% 41% 32% 88% 50% 63% 95% 50% 51% 69% 51% 12%

35
2019
JAN
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.
99%
98%
96%
96%
96%
95%
95%
95%
95%
94%
94%
93%
93%
92%
92%
92%
91%
89%
89%
88%
88%
88%
87%
84%
84%
82%
80%
79%
78%
76%
72%
71%
70%
68%
67%
66%
62%
57%
57%
56%
54%
50%
49%
41%
35%
U.A.E.
DENMARK
SWEDEN
GERMANY
NETHERLANDS
U.S.A.
SOUTHKOREA
SWITZERLAND
U.K.
BELGIUM
JAPAN
ARGENTINA
SPAIN
ITALY
FRANCE
IRELAND
CANADA
HONGKONG
SAUDIARABIA
NEWZEALAND
AUSTRIA
TAIWAN
AUSTRALIA
SINGAPORE
KENYA
THAILAND
MALAYSIA
POLAND
PORTUGAL
RUSSIA
TURKEY
PHILIPPINES
BRAZIL
COLOMBIA
MEXICO
VIETNAM
MOROCCO
WORLDWIDE
CHINA
INDONESIA
SOUTHAFRICA
NIGERIA
EGYPT
INDIA
GHANA
PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET
INTERNET PENETRATION IN 2019

36
2019
JAN
REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
BASED ON INTERNET PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
INTERNET PENETRATION RANKING
# HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS
216 NORTH KOREA 0.08% 20,000
215 ERITREA 1.4% 71,000
214 CHAD 5.0% 779,188
213 CENTRAL AFRICAN REP. 5.4% 256,432
212 BURUNDI 5.4% 617,116
211 DEM. REP. OF CONGO 6.2% 5,301,224
210 GUINEA-BISSAU 7.8% 150,000
209 SOMALIA 9.7% 1,500,000
208 MADAGASCAR 9.8% 2,608,390
207 NIGER 10% 2,325,421
01= ANDORRA 99% 76,242
01= ARUBA 99% 104,803
01= BERMUDA 99% 60,342
01= ICELAND 99% 335,781
01= QATAR 99% 2,692,181
01= U.A.E. 99% 9,515,733
07 NORWAY 99% 5,311,892
08 DENMARK 98% 5,649,494
09 KUWAIT 98% 4,138,590
10 LUXEMBOURG 98% 580,760

37
2019
JAN
REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: GROWTH FIGURES BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
BASED ON THE YEAR-ON-YEAR PERCENTAGE CHANGE IN INTERNET USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
INTERNET GROWTH RANKINGS: RELATIVE GROWTH
# GREATEST RELATIVE GROWTH ▲% ▲ USERS# GREATEST RELATIVE GROWTH ▲% ▲ USERS
11 MADAGASCAR +37% +708,390
12 TIMOR-LESTE +37% +150,000
13 BOLIVIA +36% +2,317,749
14 COMOROS +31% +40,000
15 IRAN +29% +16,241,877
16 CUBA +27% +1,270,796
17 ITALY +27% +11,490,731
18= GUINEA-BISSAU +25% +30,000
18= NORTH KOREA +25% +4,000
18= SOMALIA +25% +300,000
01 WESTERN SAHARA +364% +102,000
02 DJIBOUTI +203% +364,870
03 TANZANIA +173% +14,560,898
04 NIGER +146% +1,378,981
05 AFGHANISTAN +142% +5,694,586
06 CÔTE D'IVOIRE +69% +4,529,978
07 UKRAINE +60% +15,325,054
08 CAMBODIA +56% +4,500,000
09 RWANDA +50% +1,875,322
10 ZAMBIA +40% +2,056,489

38
2019
JAN
REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: GROWTH FIGURES BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.
BASED ON THE YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER INTERNET USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
INTERNET GROWTH RANKINGS: ABSOLUTE GROWTH
# LARGEST ABSOLUTE GROWTH ▲ USERS ▲% # LARGEST ABSOLUTE GROWTH ▲ USERS ▲%
01 INDIA +97,885,011 +21%
02 CHINA +50,666,155 +6.7%
03 U.S.A. +25,379,895 +8.8%
04 INDONESIA +17,300,000 +13%
05 IRAN +16,241,877 +29%
06 UKRAINE +15,325,054 +60%
07 TANZANIA +14,560,898 +173%
08 ITALY +11,490,731 +27%
09 BANGLADESH +10,158,000 +12%
10 BRAZIL +9,946,450 +7.2%
11 PHILIPPINES +9,000,000 +13%
12 ARGENTINA +6,801,754 +20%
13 AFGHANISTAN +5,694,586 +142%
14 TURKEY +5,027,251 +9.3%
15 CÔTE D'IVOIRE +4,529,978 +69%
16 CAMBODIA +4,500,000 +56%
17 GERMANY +4,322,056 +5.8%
18 NIGERIA +3,572,903 +3.8%
19 SPAIN +3,541,726 +9.0%
20 ALGERIA +3,484,731 +17%

39
2019
JAN
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE
MEDIA; INTERNETLIVESTATS; DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS.
2,485
3,008
3,429
3,773
4,021
4,388
NUMBER OF INTERNET USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
INTERNET USERS OVER TIME
2014 2015 2016 2017 2018 2019
+21% +14% +10% +6.6% +9.1%

40
2019
JAN
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
10:02
09:29
09:11
09:00
08:36
08:25
08:19
08:05
08:01
07:54
07:53
07:47
07:39
07:15
07:02
06:44
06:42
06:42
06:38
06:31
06:29
06:23
06:04
06:02
05:56
05:55
05:54
05:52
05:51
05:46
05:28
05:18
05:14
05:04
05:01
05:01
04:58
04:44
04:38
04:37
03:45
PHILIPPINES
BRAZIL
THAILAND
COLOMBIA
INDONESIA
SOUTHAFRICA
ARGENTINA
MALAYSIA
MEXICO
U.A.E.
EGYPT
INDIA
TAIWAN
TURKEY
SINGAPORE
SAUDIARABIA
VIETNAM
WORLDWIDE
PORTUGAL
U.S.A.
RUSSIA
HONGKONG
ITALY
POLAND
SWEDEN
NEWZEALAND
IRELAND
CHINA
CANADA
U.K.
DENMARK
SPAIN
SOUTHKOREA
AUSTRALIA
AUSTRIA
BELGIUM
SWITZERLAND
NETHERLANDS
FRANCE
GERMANY
JAPAN
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA ANY DEVICE, IN HOURS AND MINUTES [SURVEY BASED]
TIME PER DAY SPENT USING THE INTERNET
global
web
index

41
2019
JAN
6H 10M
6H 17M
6H 20M
6H 26M
6H 49M
6H 42M
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA ANY DEVICE (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
EVOLUTION OF DAILY TIME SPENT USING THE INTERNET
2014 2015 2016 2017 2018 2019
+1.9% +0.8% +1.6% +6.0% -1.7%
global
web
index

42
2019
JAN
05:13
04:58
04:45
04:35
04:32
04:20
04:11
04:10
04:02
03:51
03:50
03:48
03:48
03:43
03:43
03:35
03:30
03:22
03:19
03:14
03:12
03:00
02:58
02:53
02:32
02:27
02:27
02:24
02:24
02:23
02:21
02:11
02:11
02:10
02:09
02:07
01:56
01:54
01:52
01:48
01:48
01:43
01:30
01:25
01:25
THAILAND
PHILIPPINES
BRAZIL
INDONESIA
NIGERIA
ARGENTINA
COLOMBIA
GHANA
MALAYSIA
EGYPT
MEXICO
KENYA
U.A.E.
INDIA
TURKEY
SAUDIARABIA
SOUTHAFRICA
TAIWAN
CHINA
WORLDWIDE
VIETNAM
HONGKONG
SINGAPORE
MOROCCO
IRELAND
ITALY
PORTUGAL
U.S.A.
SOUTHKOREA
SWEDEN
RUSSIA
SPAIN
POLAND
NEWZEALAND
U.K.
CANADA
DENMARK
SWITZERLAND
NETHERLANDS
AUSTRALIA
AUSTRIA
BELGIUM
GERMANY
JAPAN
FRANCE
AVERAGE AMOUNT OF TIME PER DAY SPENT USING MOBILE INTERNET [SURVEY BASED]
TIME PER DAY SPENT USING MOBILE INTERNET
global
web
index

43
2019
JAN
1H 38M
2H 02M
2H 21M
2H 31M
3H 06M
3H 14M
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA MOBILE PHONES (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
DAILY TIME USING THE INTERNET: MOBILE PHONES
2014 2015 2016 2017 2018 2019
+24% +16% +7.1% +23% +4.3%
global
web
index

44
2019
JAN
05:04
04:55
04:49
04:43
04:17
04:11
04:11
04:08
04:07
04:06
04:03
04:03
04:03
04:02
04:00
03:59
03:58
03:50
03:45
03:43
03:36
03:36
03:33
03:32
03:31
03:29
03:28
03:22
03:21
03:17
03:15
03:13
03:13
03:09
03:06
03:06
03:04
02:52
02:49
02:33
02:20
PHILIPPINES
SOUTHAFRICA
COLOMBIA
BRAZIL
TAIWAN
MEXICO
PORTUGAL
RUSSIA
U.S.A.
U.A.E.
SINGAPORE
INDIA
MALAYSIA
EGYPT
INDONESIA
ARGENTINA
THAILAND
POLAND
NEWZEALAND
CANADA
U.K.
ITALY
SWEDEN
TURKEY
DENMARK
VIETNAM
WORLDWIDE
HONGKONG
IRELAND
BELGIUM
AUSTRALIA
AUSTRIA
FRANCE
SAUDIARABIA
GERMANY
SPAIN
SWITZERLAND
NETHERLANDS
SOUTHKOREA
CHINA
JAPAN
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET ON LAPTOPS, DESKTOPS, AND / OR TABLET COMPUTERS [SURVEY BASED]
DAILY TIME SPENT USING THE INTERNET ON COMPUTERS
global
web
index

45
2019
JAN
4H 32M
4H 15M
3H 59M 3H 55M
3H 43M
3H 28M
AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET ON PCS AND TABLETS (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
DAILY TIME USING THE INTERNET: COMPUTERS & TABLETS
2014 2015 2016 2017 2018 2019
-6.2% -6.3% -1.7% -5.1% -6.7%
global
web
index

46
2019
JAN
SOURCE: EXTRAPOLATED FROM GLOBALWEBINDEX DATA; KEPIOS ANALYSIS. BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
26%
32%
37%
39%
45%
48%
TIME SPENT USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME, WITH YEAR-ON-YEAR CHANGE
MOBILE’S SHARE OF TOTAL INTERNET TIME
2014 2015 2016 2017 2018 2019
+22% +15% +5.4% +16% +6.1%
global
web
index

47
2019
JAN
SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017).
AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON
INTERNET CONNECTION SPEEDS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNET CONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
MBPSMBPS
25.08 +18% 54.33 +33%

48
2019
JAN
SOURCE: OOKLA (DECEMBER 2018).
SINGAPORE
HONGKONG
SOUTHKOREA
U.S.A.
CANADA
SWEDEN
SWITZERLAND
SPAIN
FRANCE
JAPAN
DENMARK
CHINA
NETHERLANDS
NEWZEALAND
PORTUGAL
BELGIUM
GERMANY
TAIWAN
MALAYSIA
THAILAND
U.K.
POLAND
WORLDWIDE
IRELAND
U.A.E.
RUSSIA
ITALY
AUSTRIA
AUSTRALIA
SAUDIARABIA
BRAZIL
GHANA
VIETNAM
INDIA
MEXICO
ARGENTINA
TURKEY
PHILIPPINES
SOUTHAFRICA
COLOMBIA
INDONESIA
KENYA
MOROCCO
NIGERIA
EGYPT
190.9
161.4
119.6
109.5
108.8
106.4
104.2
102.4
97.9
91.9
91.1
89.2
88.5
82.0
77.5
70.7
64.9
64.9
63.5
57.6
54.9
54.5
54.3
53.8
50.2
45.0
43.3
36.1
33.0
31.4
30.0
27.4
27.2
26.7
26.0
24.3
19.3
19.0
18.3
16.0
15.5
14.4
13.9
10.8
6.7
BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS
AVERAGE FIXED INTERNET CONNECTION SPEEDS

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

50
2019
JAN
SOURCE: OOKLA (DECEMBER 2018).
63.1
61.0
56.5
55.1
51.0
50.2
48.1
47.5
47.3
46.5
42.8
41.3
40.3
36.9
34.1
34.1
32.0
32.0
31.7
30.9
30.2
29.7
29.4
29.3
29.2
27.9
25.5
25.1
22.1
21.6
21.2
20.8
20.8
19.9
19.4
19.0
17.6
17.5
17.0
15.5
15.1
11.7
10.5
10.1
8.8
CANADA
SINGAPORE
AUSTRALIA
NETHERLANDS
SOUTHKOREA
BELGIUM
U.A.E.
SWITZERLAND
DENMARK
SWEDEN
NEWZEALAND
TAIWAN
FRANCE
AUSTRIA
SPAIN
TURKEY
HONGKONG
U.S.A.
GERMANY
JAPAN
PORTUGAL
ITALY
CHINA
SAUDIARABIA
U.K.
POLAND
SOUTHAFRICA
WORLDWIDE
IRELAND
VIETNAM
BRAZIL
MEXICO
MOROCCO
MALAYSIA
ARGENTINA
RUSSIA
THAILAND
COLOMBIA
EGYPT
KENYA
PHILIPPINES
NIGERIA
INDONESIA
INDIA
GHANA
BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
AVERAGE MOBILE INTERNET CONNECTION SPEEDS

51
2019
JAN
SOURCE: OOKLA (DECEMBER 2018). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES AND
TERRITORIES FOR WHICH DATA ARE AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS. YEAR-ON-YEAR CHANGE DATA VERSUS DECEMBER 2017.
BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
MOBILE INTERNET CONNECTION SPEED RANKINGS
SLOWEST MOBILE INTERNET CONNECTION SPEEDS*FASTEST MOBILE INTERNET CONNECTION SPEEDS*
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 ICELAND 72.77 +45%
02 NORWAY 65.88 +7.6%
03 CANADA 63.06 +38%
04 SINGAPORE 60.95 +13%
05 QATAR 59.57 +36%
06 AUSTRALIA 56.50 +16%
07 NETHERLANDS 55.10 +1.7%
08 MALTA 52.37 -3.7%
09 SOUTH KOREA 50.98 +19%
10 BELGIUM 50.21 +13%
124 TAJIKISTAN 5.12 -8.2%
123 AFGHANISTAN 5.63 -16%
122 ALGERIA 5.85 -21%
121 IRAQ 6.49 +55%
120 VENEZUELA 6.62 -16%
119 PALESTINE 6.77 [N/A]
118 BOSNIA & HERZEGOVINA 7.54 +4.3%
117 GHANA 8.75 -5.2%
116 NEPAL 8.99 -15%
115 EL SALVADOR 9.02 -5.1%

52
2019
JAN
SOURCE: SIMILARWEB (DECEMBER 2018). NOTE: ‘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.
SIMILARWEB’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
# WEBSITE CATEGORY TIME PER VISIT
01 GOOGLE.COM SEARCH 09M 12S
02 YOUTUBE.COM VIDEO 21M 36S
03 FACEBOOK.COM SOCIAL 11M 44S
04 SEARCH 06M 53S
05 WIKIPEDIA.ORG REFERENCE 03M 45S
06 YAHOO.COM PORTAL 06M 26S
07 TWITTER.COM SOCIAL 09M 14S
08 PORNHUB.COM ADULT 10M 16S
09 YANDEX.RU SEARCH 10M 43S
10 INSTAGRAM.COM SOCIAL 06M 25S
# WEBSITE CATEGORY TIME PER VISIT
11 AMAZON.COM SHOPPING 06M 18S
12 XVIDEOS.COM ADULT 12M 34S
13 XNXX.COM ADULT 14M 39S
14 AMPPROJECT.ORG NEWS 03M 53S
15 LIVE.COM EMAIL 07M 15S
16 VK.COM SOCIAL 16M 50S
17 NETFLIX.COM VIDEO 09M 14S
18 PORTAL 04M 00S
19 MAIL.RU PORTAL 07M 38S
20 REDDIT.COM SOCIAL 09M 13S

53
2019
JAN
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
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.
ALEXA’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS
WORLD’S MOST VISITED WEBSITES (ALEXA)
# WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT
01 GOOGLE.COM 07M 42S 9.54
02 YOUTUBE.COM 08M 47S 5.02
03 FACEBOOK.COM 09M 43S 4.03
04 07M 21S 5.60
05 WIKIPEDIA.ORG 04M 15S 3.15
06 04M 00S 3.81
07 TAOBAO.COM 07M 55S 4.07
08 TMALL.COM 07M 27S 2.92
09 AMAZON.COM 08M 09S 8.26
10 YAHOO.COM 04M 01S 3.60
11 TWITTER.COM 06M 23S 3.21
12 SOHU.COM 04M 03S 4.09
13 JD.COM 04M 57S 5.44
14 LIVE.COM 03M 53S 3.76
15 REDDIT.COM 11M 40S 7.54
16 VK.COM 10M 04S 4.69
17 INSTAGRAM.COM 05M 47S 3.86
18 WEIBO.COM 05M 35S 4.31
19 SINA.COM.CN 03M 09S 3.20
20 YANDEX.RU 06M 35S 3.38

54
2019
JAN
SOURCE: W3TECHS ESTIMATES (ACCESSED JANUARY 2019). *NOTES: TOP WEBSITES BASED ON TRAFFIC RANKING DATA FROM ALEXA.COM. LANGUAGE NAMES AS PER W3TECHS’S
DEFINITIONS.
MOST COMMON LANGUAGES FOR WEB CONTENT
BASED ON THE CONTENT OF THE WORLD’S TOP 10 MILLION WEBSITES*
# LANGUAGE % WEBSITES ▲ Y-O-Y # LANGUAGE % WEBSITES ▲ Y-O-Y
11 CHINESE 1.7% -19%
12 DUTCH, FLEMISH 1.2% -8%
13 TURKISH 1.2% -14%
14 CZECH 1.0% 11%
15 KOREAN 0.9% -10%
16 VIETNAMESE 0.7% 17%
17 ARABIC 0.6% -14%
18 GREEK 0.5% 0%
19 SWEDISH 0.5% 0%
20 HUNGARIAN 0.5% 0%
01 ENGLISH 54.0% 5%
02 RUSSIAN 6.1% -12%
03 GERMAN 6.0% 7%
04 SPANISH 4.9% -4%
05 FRENCH 4.0% -2%
06 JAPANESE 3.4% -38%
07 PORTUGUESE 2.9% 12%
08 ITALIAN 2.3% -4%
09 PERSIAN 2.0% 18%
10 POLISH 1.7% 0%

55
2019
JAN
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 AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2018 TO Q4 2017.
BASED ON SEARCHES THROUGHOUT 2018
TOP GOOGLE SEARCH QUERIES IN 2018
# SEARCH QUERY INDEX ▲ Y-O-Y # SEARCH QUERY INDEX ▲ Y-O-Y
11 HOTMAIL 20 -34%
12 TRANSLATE 18 +5%
13 INSTAGRAM 18 +17%
14 YAHOO 14 -30%
15 FB 14 -34%
16 DR 11 +1%
17 TIEMPO 11 +34%
18 METEO 11 +31%
19 AS 10 +1%
20 WHATSAPP 10 +5%
01 FACEBOOK 100 -34%
02 YOUTUBE 77 -21%
03 GOOGLE 69 -13%
04 VIDEO 57 +30%
05 YOU 43 -2%
06 WEATHER 37 +1%
07 NEWS 28 [UNCHANGED]
08 MP3 23 -15%
09 AMAZON 23 -2%
10 GMAIL 20 -25%

56
2019
JAN
51%
49%
48%
45%
45%
44%
41%
40%
39%
38%
37%
36%
35%
34%
33%
32%
31%
30%
29%
28%
27%
27%
26%
26%
26%
25%
25%
21%
21%
20%
19%
19%
19%
18%
18%
18%
17%
17%
16%
15%
13%
INDIA
CHINA
INDONESIA
U.A.E.
THAILAND
TURKEY
VIETNAM
MEXICO
WORLDWIDE
SAUDIARABIA
PHILIPPINES
COLOMBIA
U.S.A.
BRAZIL
TAIWAN
HONGKONG
EGYPT
ITALY
SOUTHAFRICA
MALAYSIA
CANADA
SPAIN
U.K.
ARGENTINA
SINGAPORE
IRELAND
AUSTRALIA
RUSSIA
NEWZEALAND
SWITZERLAND
FRANCE
PORTUGAL
SOUTHKOREA
BELGIUM
POLAND
SWEDEN
DENMARK
GERMANY
AUSTRIA
JAPAN
NETHERLANDS
PERCENTAGE OF INTERNET USERS IN TOP ECONOMIES WHO REPORT USING VOICE-CONTROLLED FUNCTIONALITY (ANY DEVICE)
USE OF VOICE SEARCH & VOICE COMMANDS
global
web
index

57
2019
JAN
SOURCE: STATISTA GLOBAL CONSUMER SURVEY 2018. *NOTE: FIGURE FOR ‘WORLDWIDE’ REPRESENTS AN AVERAGE OF FEATURED COUNTRIES THAT HAS BEEN WEIGHTED BY INTERNET
PENETRATION IN EACH INDIVIDUAL COUNTRY.
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
SOUTHKOREA
FINLAND
ITALY
RUSSIA
WORLDWIDE
U.S.A.
GERMANY
FRANCE
SOUTHAFRICA
CHINA
AUSTRIA
INDIA
JAPAN
MOROCCO
SWEDEN
CANADA
U.K.
SWITZERLAND
POLAND
AUSTRALIA
NETHERLANDS
NIGERIA
PERCENTAGE OF INTERNET USERS WHO BELIEVE THAT THEIR DATA IS BEING MISUSED ONLINE [SURVEY BASED]
DATA PRIVACY CONCERNS

58
2019
JAN
63%
53%
52%
52%
52%
51%
50%
49%
49%
48%
47%
47%
46%
46%
46%
46%
45%
45%
45%
45%
45%
44%
44%
43%
42%
42%
42%
41%
41%
40%
39%
39%
38%
37%
37%
36%
36%
35%
31%
25%
19%
INDONESIA
INDIA
CHINA
SOUTHAFRICA
TAIWAN
MALAYSIA
PHILIPPINES
SAUDIARABIA
EGYPT
COLOMBIA
WORLDWIDE
U.A.E.
SINGAPORE
THAILAND
ARGENTINA
TURKEY
PORTUGAL
AUSTRIA
BRAZIL
NEWZEALAND
POLAND
U.S.A.
IRELAND
MEXICO
SWEDEN
CANADA
SPAIN
GERMANY
HONGKONG
SWITZERLAND
U.K.
RUSSIA
VIETNAM
FRANCE
DENMARK
BELGIUM
AUSTRALIA
ITALY
NETHERLANDS
SOUTHKOREA
JAPAN
PERCENTAGE OF INTERNET USERS WHO USE AN AD-BLOCKING TOOL TO PREVENT THE DISPLAY OF ADVERTISING CONTENT
USE OF AD BLOCKERS
global
web
index

59
2019
JAN
PERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED]
CONTENT STREAMING ACTIVITIES
WATCH E-SPORTS
TOURNAMENTS
WATCH LIVE STREAMS OF
OTHERS PLAYING GAMES
PLAY GAMES STREAMED
LIVE VIA THE INTERNET
STREAM TV CONTENT
VIA THE INTERNET
WATCH VIDEOS
ONLINE
92% 58% 30% 23% 16%

60
Download our Think Forward report and dive into these trends and more.
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.
Short content formats have dominated the
internet and social platforms in particular.
Now more platforms are taking on traditional
media and getting into the long form game,
both live and pre-recorded. Brands should
start by understanding the role of live, long
and short form content for their communities.
THE LONG AND SHORT OF IT
As the dominant platforms experience
some changes to their demographic
reach, new platforms such as Twitch and
TikTok are growing. Meanwhile, WeChat
remains central to urban life in China,
however platforms such as Kuaishou and
Douban are showing impressive growth.
NEW PLATFORMS
Whilst time spent on social has still increased overall,
awareness of the negative mental health impacts of social
media has seen the rise of ‘digital detoxing’. Some users are
shifting from being ‘always on’ their devices to more conscious,
‘intentional’ usage, helped by features that allow users to
monitor usage. Brands will increasingly need to go beyond
platform tactics, harnessing culture to ensure relevance.
DIGITAL DETOXING
WE ARE SOCIAL’S PERSPECTIVE: THE INTERNET IN 2019

61
Click here to watch advanced videos from Hootsuite’s Future of Social series
including sessions by Simon Kemp and Hootsuite CMO Penny Wilson.
Consumers are spending more time online. But in 2018, we saw consumers
worry about the impact of these activities on their digital well-being.
In early 2018, Facebook rolled out
algorithm updates. These updates limited
viral videos and ‘other public content’
as they worried this passive media
consumption would damage people’s well-
being and impact long-term user retention.
PASSIVE CONTENT CONSUMPTION
To escape noisy news feeds, consumers have
flocked to private digital spaces like Stories,
Facebook Groups, and messaging apps. As
brands (and ads) follow them, brands risk being
ignored if they fail to deliver personalized
content that connects on a human level.
RETREAT TO PRIVATE SPACES
Facebook’s shift towards content that creates mean-
ingful connections rather than passive consumption
is a loud warning to brands. We need to work hard-
er to create content that’s important, interesting, and
timely to build deeper customer relationships, rather
than filling endless content calendars.
RENEWING CUSTOMER COMMUNITIES
HOOTSUITE’S PERSPECTIVE: INTERNET THEMES

63
2019
JAN
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.
BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS IN EACH COUNTRY / TERRITORY
SOCIAL MEDIA OVERVIEW
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
TOTAL NUMBER OF ACTIVE
SOCIAL USERS ACCESSING
VIA MOBILE DEVICES
ACTIVE SOCIAL MEDIA
USERS AS A PERCENTAGE
OF TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
3.484 45% 3.256 42%
BILLION BILLION

64
2019
JAN
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.
OCEANIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
SOUTH-EASTERN
ASIA
BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION
SOCIAL MEDIA PENETRATION BY REGION
57%
61%
70%
24%
16%
48%
54%
8%
38%
7%
58%
67%
12%
40%
53%
66%
46%62%
70%

65
2019
JAN
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.
1,158
449
402
285 255
150 139 112 104 96 89 71 48 35 25 24 20 12 12
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
NUMBER OF USERS, IN MILLIONS
PENETRATION vs. TOTAL POPULATION
MONTHLY ACTIVE SOCIAL MEDIA USERS (IN MILLIONS), AND SOCIAL MEDIA PENETRATION, BY REGION
SOCIAL MEDIA USE: REGIONAL OVERVIEW
70% 24% 61% 66% 70% 54% 48% 62% 53% 40% 58% 67% 12% 8% 38% 57% 46% 7% 16%

66
2019
JAN
MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
99%
89%
85%
79%
78%
78%
76%
74%
72%
72%
71%
71%
71%
71%
70%
68%
68%
67%
67%
67%
66%
66%
65%
65%
64%
64%
63%
61%
60%
59%
58%
56%
51%
50%
49%
47%
47%
46%
45%
40%
40%
23%
19%
16%
12%
U.A.E.
TAIWAN
SOUTHKOREA
SINGAPORE
HONGKONG
MALAYSIA
ARGENTINA
THAILAND
AUSTRALIA
SWEDEN
NEWZEALAND
DENMARK
CHINA
PHILIPPINES
U.S.A.
COLOMBIA
SAUDIARABIA
U.K.
CANADA
MEXICO
IRELAND
BRAZIL
PORTUGAL
BELGIUM
NETHERLANDS
VIETNAM
TURKEY
JAPAN
SPAIN
ITALY
FRANCE
INDONESIA
SWITZERLAND
AUSTRIA
RUSSIA
POLAND
MOROCCO
GERMANY
WORLDWIDE
EGYPT
SOUTHAFRICA
INDIA
GHANA
KENYA
NIGERIA
BASED ON ACTIVE USERS OF THE TOP SOCIAL NETWORKS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION
SOCIAL MEDIA PENETRATION IN 2019

67
2019
JAN
MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.
BASED ON SOCIAL MEDIA PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
SOCIAL MEDIA PENETRATION RANKING
216 NORTH KOREA 0.06% 16,000
215 TURKMENISTAN 0.7% 42,000
214 CHAD 0.8% 130,000
213 ERITREA 1.1% 56,000
212 SOUTH SUDAN 1.8% 230,000
211 NIGER 2.1% 480,000
210 CENTRAL AFRICAN REP. 2.3% 110,000
209 MALAWI 2.8% 540,000
208 DEM. REP. OF CONGO 3.2% 2,700,000
207 BURUNDI 4.1% 470,000
01= QATAR 99% 2,692,181
01= U.A.E. 99% 9,515,733
03 BRUNEI 94% 410,000
04 KUWAIT 92% 3,900,000
05 CAYMAN IS. 89% 56,000
06 TAIWAN 89% 21,000,000
07 MALTA 88% 380,000
08 SOUTH KOREA 85% 43,662,000
09 CYPRUS 84% 1,000,000
10 MALDIVES 83% 370,000
# HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS

68
2019
JAN
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.
OCEANIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
SOUTH-EASTERN
ASIA
BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO POPULATION AGED 13+
SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION
71%
78%
82%
31%
21%
51%
13%
11%
72%
20%
56%
66%
56%
79%
62%
83%
59%81%
83%

69
2019
JAN
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
SOUTHKOREA
SINGAPORE
HONGKONG
SAUDIARABIA
MEXICO
COLOMBIA
THAILAND
NEWZEALAND
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
SOUTHAFRICA
GERMANY
INDIA
GHANA
KENYA
NIGERIA
BASED ON MONTHLY ACTIVE USERS OF THE TOP SOCIAL NETWORKS IN EACH COUNTRY, COMPARED TO TOTAL POPULATION AGED 13+
SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION

70
2019
JAN
BASED ON SOCIAL MEDIA PENETRATION OF ADULT POPULATIONS AGED 13+ IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
SOCIAL MEDIA: ‘ELIGIBLE PENETRATION’ RANKING
# HIGHEST PENETRATION % NO. OF USERS # HIGHEST PENETRATION % NO. OF USERS
01= TAIWAN 99% 21,000,000
01= U.A.E. 99% 9,515,733
13 ISRAEL 99% 6,400,000
14 CYPRUS 97% 1,000,000
15 BAHRAIN 97% 1,300,000
16 CURAÇAO 97% 130,000
17 ARGENTINA 96% 34,000,000
18 SOUTH KOREA 96% 43,662,000
19 ARUBA 95% 85,000
20 PERU 94% 24,000,000
01= BRUNEI 99% 410,000
01= CAYMAN IS. 99% 56,000
01= GUAM 99% 130,000
01= ICELAND 99% 280,000
01= KUWAIT 99% 3,900,000
01= MALAYSIA 99% 25,000,000
01= MALDIVES 99% 370,000
01= MALTA 99% 380,000
01= PHILIPPINES 99% 76,000,000
01= QATAR 99% 2,692,181

71
2019
JAN
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.
BASED ON THE YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
SOCIAL MEDIA GROWTH RANKINGS: ABSOLUTE
# ABSOLUTE INCREASE ▲ USERS ▲%
01 CHINA +95,325,000 +10%
02 INDIA +60,000,000 +24%
03 INDONESIA +20,000,000 +15%
04 BRAZIL +10,000,000 +8%
05 PHILIPPINES +9,000,000 +13%
06= IRAN +7,000,000 +18%
06= JAPAN +7,000,000 +10%
06= VIETNAM +7,000,000 +13%
09= MEXICO +5,000,000 +6%
09= NIGERIA +5,000,000 +26%
# ABSOLUTE INCREASE ▲USERS ▲%
09= SOUTH AFRICA +5,000,000 +28%
12= BANGLADESH +4,000,000 +13%
12= UKRAINE +4,000,000 +31%
14= COLOMBIA +3,000,000 +10%
14= MYANMAR +3,000,000 +17%
16 ETHIOPIA +2,300,000 +61%
17 RUSSIAN FEDERATION +2,206,700 +3%
18 CUBA +2,075,578 +47%
19= ALGERIA +2,000,000 +10%
19= PAKISTAN +2,000,000 +6%

72
2019
JAN
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.
BASED ON THE YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
SOCIAL MEDIA GROWTH RANKINGS: RELATIVE
11= COMOROS +31% +40,000
11= UKRAINE +31% +4,000,000
13 VANUATU +30% +21,000
14 ANGOLA +30% +800,000
15 ZAMBIA +29% +500,000
16 SIERRA LEONE +29% +140,000
17 SOUTH AFRICA +28% +5,000,000
18 TURKMENISTAN +27% +9,000
19= MADAGASCAR +26% +500,000
19= NIGERIA +26% +5,000,000
02 ETHIOPIA +61% +2,300,000
03 UZBEKISTAN +54% +700,000
04 CUBA +47% +2,075,578
05 U.S. VIRGIN IS. +46% +11,000
06 TAJIKISTAN +42% +130,000
07 BURKINA FASO +41% +380,000
08 KYRGYZSTAN +38% +500,000
09 BURUNDI +38% +130,000
10 TIMOR-LESTE +37% +150,000
# PERCENTAGE CHANGE ▲% ▲ USERS# PERCENTAGE CHANGE ▲% ▲ USERS

73
2019
JAN
SOURCE: BASED ON DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS. SEE HTTPS://DATAREPORTAL.COM/ FOR FULL DETAILS.
1,857
2,078
2,307
2,796
3,196
3,484
NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
SOCIAL MEDIA USERS OVER TIME
2014 2015 2016 2017 2018 2019
+12% +11% +21% +14% +9%

74
2019
JAN
SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING
3%
11%
13%
7%
5%
3%
2%
4%
16%
19%
9%
5%
3%
2%
FEMALE
MALE
BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
SOCIAL MEDIA AUDIENCE PROFILE
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

75
2019
JAN
SOURCE: BASED ON FACEBOOK DATA FOR ADVERTISING AUDIENCES ACROSS FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER (JANUARY 2019); KEPIOS ANALYSIS.
COUNTRIES WITH THE GREATEST GENDER SKEWS IN SOCIAL MEDIA AUDIENCES
SOCIAL MEDIA GENDER RATIO RANKINGS
# HIGHEST MALE RATIO % ♂ MALE USERS# HIGHEST FEMALE RATIO % ♀ FEMALE USERS
01 YEMEN 85% 2,000,000
02 AFGHANISTAN 84% 3,200,000
03 CHAD 83% 110,000
04 NIGER 81% 390,000
05 SOUTH SUDAN 79% 180,000
06 PAKISTAN 79% 29,000,000
07 INDIA 77% 240,000,000
08 TAJIKISTAN 77% 340,000
09 QATAR 76% 2,300,000
10 MALI 75% 1,200,000
01 UKRAINE 57% 9,400,000
02 MICRONESIA 57% 13,000
03 MOLDOVA 56% 660,000
04 VENEZUELA 56% 7,300,000
05= FRENCH POLYNESIA 56% 100,000
05= KAZAKHSTAN 56% 4,000,000
07 HONG KONG 55% 3,100,000
08 AMERICAN SAMOA 55% 16,000
09 LATVIA 55% 540,000
10 KIRIBATI 55% 17,000
COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEWCOUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW

76
2019
JAN
*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED]
SOCIAL MEDIA BEHAVIOURS
PERCENTAGE OF INTERNET
USERS WHO USE SOCIAL
MEDIA FOR WORK PURPOSES
AVERAGE NUMBER OF
SOCIAL MEDIA ACCOUNTS
PER INTERNET USER*
AVERAGE AMOUNT
OF TIME PER DAY SPENT
USING SOCIAL MEDIA
ACTIVELY ENGAGED WITH
OR CONTRIBUTED TO SOCIAL
MEDIA IN THE PAST MONTH
VISITED OR USED A SOCIAL
NETWORK OR MESSAGING
SERVICE IN THE PAST MONTH
98% 83% 2H 16M 8.9 24%
global
web
index
global
web
index

77
2019
JAN
04:12
03:34
03:31
03:26
03:18
03:17
03:12
03:11
03:07
03:04
02:59
02:58
02:50
02:48
02:47
02:46
02:33
02:32
02:32
02:16
02:16
02:09
02:08
02:04
01:57
01:53
01:52
01:51
01:50
01:49
01:47
01:47
01:45
01:43
01:39
01:31
01:31
01:31
01:17
01:16
01:16
01:12
01:09
01:04
00:36
PHILIPPINES
BRAZIL
COLOMBIA
INDONESIA
ARGENTINA
NIGERIA
MEXICO
THAILAND
GHANA
EGYPT
U.A.E.
MALAYSIA
SAUDIARABIA
SOUTHAFRICA
KENYA
TURKEY
MOROCCO
VIETNAM
INDIA
RUSSIA
WORLDWIDE
PORTUGAL
SINGAPORE
U.S.A.
CHINA
IRELAND
TAIWAN
ITALY
U.K.
SWEDEN
CANADA
HONGKONG
POLAND
NEWZEALAND
SPAIN
AUSTRALIA
BELGIUM
DENMARK
FRANCE
NETHERLANDS
SWITZERLAND
AUSTRIA
SOUTHKOREA
GERMANY
JAPAN
AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA VIA ANY DEVICE, IN HOURS AND MINUTES [SURVEY BASED]
TIME PER DAY SPENT USING SOCIAL MEDIA
global
web
index

78
2019
JAN
SOURCE: GLOBALWEBINDEX. FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
1H 37M 1H 40M
1H 52M
2H 08M
2H 15M 2H 16M
AVERAGE AMOUNT OF TIME SPENT PER DAY USING SOCIAL MEDIA (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE
EVOLUTION OF TIME PER DAY SPENT USING SOCIAL
2014 2015 2016 2017 2018 2019
+3.1% +12% +14% +5.5% +0.7%
global
web
index

79
2019
JAN
12.0
11.2
10.8
10.5
10.5
10.4
10.3
10.1
10.1
10.0
9.7
9.4
9.3
9.0
9.0
8.9
8.8
8.8
8.5
8.5
8.4
7.9
7.9
7.4
7.3
7.2
7.2
7.1
7.1
7.1
7.0
6.9
6.8
6.8
6.7
6.6
6.6
6.3
6.2
6.2
6.1
6.0
5.8
5.1
3.7
INDIA
INDONESIA
VIETNAM
COLOMBIA
THAILAND
PHILIPPINES
MEXICO
EGYPT
U.A.E.
MALAYSIA
TURKEY
BRAZIL
SAUDIARABIA
ARGENTINA
CHINA
WORLDWIDE
SINGAPORE
HONGKONG
PORTUGAL
SOUTHAFRICA
TAIWAN
IRELAND
SPAIN
ITALY
POLAND
NEWZEALAND
DENMARK
U.S.A.
U.K.
SWEDEN
RUSSIA
NIGERIA
CANADA
KENYA
BELGIUM
SWITZERLAND
GHANA
SOUTHKOREA
NETHERLANDS
AUSTRIA
AUSTRALIA
MOROCCO
FRANCE
GERMANY
JAPAN
BASED ON INTERNET USERS’ MEMBERSHIP (BUT NOT NECESSARILY ACTIVE USE) OF SOCIAL MEDIA PLATFORMS [SURVEY BASED]
AVERAGE NUMBER OF SOCIAL ACCOUNTS PER PERSON
global
web
index

80
2019
JAN
45%
42%
37%
35%
35%
34%
34%
34%
32%
32%
32%
29%
29%
26%
24%
24%
22%
21%
21%
20%
19%
17%
16%
16%
16%
16%
15%
15%
14%
14%
14%
14%
14%
13%
13%
13%
11%
10%
10%
8%
6%
VIETNAM
COLOMBIA
INDONESIA
EGYPT
SOUTHAFRICA
ARGENTINA
PHILIPPINES
THAILAND
MALAYSIA
U.A.E.
INDIA
MEXICO
BRAZIL
TURKEY
CHINA
WORLDWIDE
SAUDIARABIA
PORTUGAL
SINGAPORE
SWITZERLAND
SPAIN
POLAND
AUSTRIA
SWEDEN
DENMARK
IRELAND
NEWZEALAND
HONGKONG
TAIWAN
NETHERLANDS
CANADA
RUSSIA
U.S.A.
U.K.
AUSTRALIA
BELGIUM
ITALY
GERMANY
FRANCE
SOUTHKOREA
JAPAN
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
global
web
index

81
2019
JAN
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).
2,271
1,900
1,500
1,300
1,083
1,000
803
531
500
446
326
330
320
303
300
300
287
260
250
194
QQ
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WEIXIN / WECHAT
INSTAGRAM
QZONE
DOUYIN / TIKTOK
SINA WEIBO
TWITTER
REDDIT
DOUBAN
LINKEDIN**
BAIDU TIEBA*
SKYPE*
SNAPCHAT**
VIBER*
PINTEREST
LINE
SOCIAL NETWORK
MESSENGER / VOIP
DATA UPDATED TO:
25 JANUARY 2019
BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS
SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS
BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS
SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS

82
2019
JAN
SOURCES: FACEBOOK, WECHAT, QQ, SINA WEIBO, TWITTER, LINE: LATEST EARNINGS ANNOUNCEMENTS (AS AT JANUARY 2019); INSTAGRAM, SNAPCHAT: LATEST DATA FROM SELF-SERVE
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.
QUARTER-ON-QUARTER CHANGE IN THE NUMBER OF ACTIVE USERS* REPORTED BY EACH SOCIAL PLATFORM
CHANGE IN ACTIVE USERS BY SOCIAL PLATFORM
QQFACEBOOK
SINA WEIBO
INSTAGRAM
SNAPCHAT
WECHAT
TWITTER LINE*
+3.5% -2.7% -12% +0.6%
+15 MILLION -9 MILLION -41 MILLION +1 MILLION
+1.7% +2.3% +4.4% -0.1%
+37 MILLION +25 MILLION +38 MILLION -600 THOUSAND

83
2019
JAN
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.
THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018
TOP SOCIAL MESSENGERS AROUND THE WORLD
WHATSAPP (133)
FACEBOOK MESSENGER (75)
VIBER (10)
IMO (3)
WECHAT (3)
LINE (3)
TELEGRAM (3)
HANGOUTS (1)
GOOGLE MESSAGES (1)
KAKAOTALK (1)
UNKNOWN (11)
ZALO (1)

84
2019
JAN
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.
A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA ADVERTISING AUDIENCES
FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:
TOTAL ADVERTISING
AUDIENCE ON LINKEDIN
(REGISTERED MEMBERS)
TOTAL ADVERTISING
AUDIENCE ON SNAPCHAT
(MONTHLY ACTIVE USERS)
TOTAL ADVERTISING
AUDIENCE ON TWITTER
TOTAL ADVERTISING
AUDIENCE ON INSTAGRAM
TOTAL ADVERTISING
AUDIENCE ON FACEBOOK
43% 57% 50% 50% 34% 66% 60% 38% 44% 56%
2,121 895 251 307 604
MILLION MILLION MILLION MILLION MILLION

86
2019
JAN
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.
BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
FACEBOOK AUDIENCE OVERVIEW
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE*
QUARTER-ON-
QUARTER GROWTH
IN FACEBOOK
ADVERTISING REACH
PERCENTAGE OF ADULTS
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON FACEBOOK
NUMBER OF PEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON FACEBOOK
2.121 35% +0.9% 43% 57%
BILLION

87
2019
JAN
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FACEBOOK DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
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.
3%
11%
13%
7%
5%
3%
2%
3%
16%
19%
9%
5%
3%
2%
MALE
FEMALE
SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
FACEBOOK AUDIENCE PROFILE
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

88
2019
JAN
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FACEBOOK DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE FACEBOOK PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE FACEBOOK USERS. PERCENTAGES MAY
POTENTIAL ADVERTISING REACH ON FACEBOOK, BY AGE GROUP AND GENDER
FACEBOOK’S ADVERTISING AUDIENCE
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%

89
2019
JAN
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.
105%
98%
98%
90%
90%
85%
84%
83%
83%
81%
81%
79%
79%
77%
76%
76%
75%
74%
72%
71%
71%
70%
67%
66%
64%
61%
60%
60%
59%
57%
56%
53%
51%
51%
51%
44%
37%
35%
29%
28%
23%
22%
18%
11%
0.2%
U.A.E.
PHILIPPINES
MALAYSIA
ARGENTINA
TAIWAN
MEXICO
THAILAND
HONGKONG
SINGAPORE
COLOMBIA
NEWZEALAND
DENMARK
VIETNAM
SWEDEN
U.S.A.
AUSTRALIA
BRAZIL
IRELAND
BELGIUM
CANADA
U.K.
PORTUGAL
NETHERLANDS
TURKEY
FRANCE
INDONESIA
MOROCCO
SPAIN
ITALY
SAUDIARABIA
EGYPT
SOUTHAFRICA
POLAND
SWITZERLAND
AUSTRIA
GERMANY
SOUTHKOREA
WORLDWIDE
INDIA
GHANA
KENYA
JAPAN
NIGERIA
RUSSIA
CHINA
FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
FACEBOOK AUDIENCE: ELIGIBLE PENETRATION

90
2019
JAN
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE
FACEBOOK REACH RANKINGS
01 INDIA 300,000,000 +3.4% +10,000,000
02 U.S.A. 210,000,000 0% [UNCHANGED]
03= BRAZIL 130,000,000 0% [UNCHANGED]
03= INDONESIA 130,000,000 0% [UNCHANGED]
05 MEXICO 86,000,000 +1.2% +1,000,000
06 PHILIPPINES 75,000,000 +2.7% +2,000,000
07 VIETNAM 61,000,000 0% [UNCHANGED]
08 THAILAND 50,000,000 -2.0% -1,000,000
09 TURKEY 43,000,000 -2.3% -1,000,000
10 U.K. 40,000,000 0% [UNCHANGED]
11 EGYPT 39,000,000 0% [UNCHANGED]
12 PAKISTAN 36,000,000 0% [UNCHANGED]
13 FRANCE 35,000,000 +2.9% +1,000,000
14 BANGLADESH 33,000,000 +3.1% +1,000,000
15= ARGENTINA 32,000,000 0% [UNCHANGED]
15= COLOMBIA 32,000,000 0% [UNCHANGED]
15= GERMANY 32,000,000 0% [UNCHANGED]
18 ITALY 31,000,000 0% [UNCHANGED]
19 JAPAN 25,000,000 0% [UNCHANGED]
20 MALAYSIA 24,000,000 +4.3% +1,000,000
# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ

91
2019
JAN
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
COUNTRIES WITH THE HIGHEST RATES OF FACEBOOK ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+
FACEBOOK ELIGIBLE PENETRATION RANKINGS
01 QATAR 112% 2,700,000 0%
02 U.A.E. 105% 8,800,000 0%
03 BRUNEI 100% 350,000 0%
04 PHILIPPINES 98% 75,000,000 +2.7%
05 MALTA 98% 370,000 0%
06 MALAYSIA 98% 24,000,000 +4.3%
07 MALDIVES 97% 350,000 0%
08 GUAM 95% 120,000 0%
09 PERU 94% 24,000,000 +4.3%
10 CAYMAN IS. 94% 50,000 0%
11 ICELAND 93% 260,000 -3.7%
12 MONGOLIA 92% 2,200,000 +4.8%
13 ECUADOR 92% 12,000,000 0%
14 KUWAIT 91% 3,000,000 0%
15 ISRAEL 91% 5,900,000 -4.8%
16 ARGENTINA 90% 32,000,000 0%
17 ARUBA 90% 81,000 +37.3%
18 CYPRUS 90% 930,000 +3.3%
19 TAIWAN 90% 19,000,000 0%
20 CURAÇAO 89% 120,000 0%
# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ

92
2019
JAN
SOURCE: FACEBOOK QUARTERLY EARNINGS PRESENTATIONS. FIGURES REPRESENT WORLDWIDE MONTHLY ACTIVE USER (MAU) NUMBERS FOR Q3 OF THE PREVIOUS YEAR, WHICH WERE THE
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.
1,189
1,350
1,545
1,788
2,072
2,271
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
FACEBOOK MONTHLY ACTIVE USERS OVER TIME
2014 2015 2016 2017 2018 2019
+14% +14% +16% +16% +9.6%

93
2019
JAN
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. GROWTH FIGURES ARE VERSUS OCTOBER 2018.
BASED ON THE QUARTERLY CHANGE IN FACEBOOK ADVERTISING REACH IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
FACEBOOK AUDIENCE: LARGEST INCREASES
# ABSOLUTE INCREASE ▲ USERS ▲%
01 INDIA +10,000,000 +3.4%
02 PHILIPPINES +2,000,000 +2.7%
03= BANGLADESH +1,000,000 +3.1%
03= FRANCE +1,000,000 +2.9%
03= MALAYSIA +1,000,000 +4.3%
03= MEXICO +1,000,000 +1.2%
03= NIGERIA +1,000,000 +4.5%
03= PERU +1,000,000 +4.3%
03= SOUTH AFRICA +1,000,000 +4.5%
03= UKRAINE +1,000,000 +8.3%
# RELATIVE INCREASE ▲% ▲ USERS
01 SAMOA +164% +41,000
02 EQUATORIAL GUINEA +71% +27,000
03 KIRIBATI +53% +10,000
04 ARUBA +37% +22,000
06 PALESTINE +20% +300,000
07 JERSEY +16% +9,000
08 ANGOLA +13% +400,000
09 TONGA +12% +7,000
10 KYRGYZSTAN +11% +70,000

94
2019
JAN
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. GROWTH FIGURES ARE VERSUS OCTOBER 2018.
FACEBOOK AUDIENCE: LARGEST DECREASES
BASED ON THE QUARTERLY CHANGE IN FACEBOOK ADVERTISING REACH IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000
01= TURKEY -1,000,000 -2.3%
01= THAILAND -1,000,000 -2.0%
01= SAUDI ARABIA -1,000,000 -6.3%
01= RUSSIAN FEDERATION -1,000,000 -7.1%
05 CHINA -400,000 -12%
06 ISRAEL -300,000 -4.8%
07= TANZANIA -200,000 -4.4%
07= CÔTE D'IVOIRE -200,000 -4.1%
09 UZBEKISTAN -130,000 -13%
10 YEMEN -100,000 -4.3%
01 UZBEKISTAN -13.2% -130,000
02 CHINA -12.1% -400,000
03 TURKMENISTAN -8.7% -2,000
04 RUSSIAN FEDERATION -7.1% -1,000,000
05 SAUDI ARABIA -6.3% -1,000,000
06 NIGER -6.1% -30,000
07 PAPUA NEW GUINEA -6.1% -50,000
08 KOSOVO -6.0% -50,000
09 MONTENEGRO -5.7% -20,000
10 OMAN -5.3% -100,000
# RELATIVE DECREASE ▲% ▲ USERS# ABSOLUTE DECREASE ▲ USERS ▲%

95
2019
JAN
SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.
COUNTRIES WITH THE GREATEST GENDER SKEWS IN FACEBOOK’S ADVERTISING AUDIENCE
FACEBOOK GENDER RATIO RANKINGS
01 YEMEN 86% 1,900,000
02 CHAD 85% 110,000
03 AFGHANISTAN 84% 3,100,000
04 NIGER 82% 380,000
05 PAKISTAN 79% 29,000,000
06 SOUTH SUDAN 79% 180,000
07 OMAN 78% 1,400,000
08= INDIA 78% 230,000,000
08= SAUDI ARABIA 78% 12,000,000
10 QATAR 77% 2,100,000
01 UKRAINE 59% 7,700,000
02 TRANSNISTRIA 57% 24,000
03 BELARUS 57% 580,000
04 MOLDOVA 56% 580,000
05 LATVIA 56% 500,000
06 FRENCH POLYNESIA 55% 97,000
07 VENEZUELA 55% 6,800,000
08= AMERICAN SAMOA 55% 16,000
08= KIRIBATI 55% 16,000
10 ESTONIA 55% 380,000

96
2019
JAN
SOURCES: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS.
SHARE OF FACEBOOK USE BY DEVICE
BASED ON THE SIZE OF THE FACEBOOK ADVERTISING AUDIENCE FOR EACH DEVICE
ACTIVE USER ACCOUNTS:ACTIVE USER ACCOUNTS:ACTIVE USER ACCOUNTS:ACTIVE USER ACCOUNTS:
TABLET
DEVICES
FEATURE
PHONES
LAPTOPS &
DESKTOPS
SMARTPHONES
& TABLETS
96% 25% 1.2% 16%
2,240 MILLION 580 MILLION 30 MILLION 380 MILLION

97
2019
JAN
SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
FACEBOOK ACTIVITY FREQUENCY
THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK
FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:
FACEBOOK ADVERTS
CLICKED IN THE PAST 30
DAYS (ANY CLICK TYPE)
FACEBOOK POSTS
SHARED IN THE PAST 30
DAYS (ALL POST TYPES)
COMMENTS MADE IN
THE PAST 30 DAYS
(ALL POST TYPES)
POSTS LIKED IN
THE PAST 30 DAYS
(ALL POST TYPES)
NUMBER OF
FACEBOOK PAGES
LIKED (LIFETIME)
1 1 11 8 6 3 1 1 9 6
1 9 4 1 8

98
2019
JAN
SOURCE: FACEBOOK (JANUARY 2019).
9 9 9 9
7 7 7 7
6 6 6 6 6 6 6 6 6
5 5 5 5 5 5 5
4 4 4 4 4
3 3 3 3 3 3 3 3
2 2 2 2
1 1 1
AUSTRALIA
BRAZIL
DENMARK
NEWZEALAND
BELGIUM
PHILIPPINES
SWEDEN
U.K.
ARGENTINA
CANADA
EGYPT
IRELAND
MEXICO
NETHERLANDS
NIGERIA
THAILAND
U.S.A.
FRANCE
INDONESIA
ITALY
KENYA
PORTUGAL
SOUTHAFRICA
VIETNAM
AUSTRIA
COLOMBIA
MALAYSIA
U.A.E.
WORLDWIDE
GERMANY
GHANA
INDIA
MOROCCO
POLAND
SPAIN
SWITZERLAND
TAIWAN
HONGKONG
SAUDIARABIA
SINGAPORE
TURKEY
JAPAN
RUSSIA
SOUTHKOREA
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER COMMENTS ON FACEBOOK POSTS
MEDIAN MONTHLY FACEBOOK COMMENTS PER USER

99
2019
JAN
SOURCE: FACEBOOK (JANUARY 2019).
15
14 14 14 14
13 13 13
12 12 12 12
11 11 11 11 11 11
10 10 10
9 9 9 9 9 9
8 8 8 8
7 7
6 6
5 5 5
4 4 4 4
3
2
MALAYSIA
AUSTRALIA
DENMARK
IRELAND
ITALY
PORTUGAL
SWEDEN
U.S.A.
NETHERLANDS
NEWZEALAND
THAILAND
U.K.
ARGENTINA
BELGIUM
BRAZIL
POLAND
SINGAPORE
TAIWAN
AUSTRIA
CANADA
SPAIN
GERMANY
MEXICO
SOUTHKOREA
SWITZERLAND
TURKEY
VIETNAM
FRANCE
HONGKONG
U.A.E.
WORLDWIDE
COLOMBIA
EGYPT
INDONESIA
SAUDIARABIA
INDIA
MOROCCO
PHILIPPINES
GHANA
KENYA
NIGERIA
RUSSIA
JAPAN
SOUTHAFRICA
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER CLICKS ON AN ADVERT ON FACEBOOK (ANY AD FORMAT)
MEDIAN MONTHLY FACEBOOK ADVERT CLICKS PER USER

100
2019
JAN
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
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.
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
FACEBOOK PAGE REACH BENCHMARKS
Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:
AVERAGE PAID REACH
vs. TOTAL REACH
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE ORGANIC
REACH vs. PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
+0.13% 8.0% 6.0% 26.0% 27.1%
-2.2%
(-0.3 BPS)
-0.4%
(-3 BPS)
-2.3%
(-14 BPS)
+3.5%
(+87 BPS)
+3.3%
(+88 BPS)

101
2019
JAN
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 REACH COMPARED TO THE AVERAGES QUOTED HERE.
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
NEWZEALAND
HONGKONG
INDIA
U.A.E.
IRELAND
AUSTRALIA
U.K.
JAPAN
MEXICO
CANADA
SINGAPORE
GERMANY
SOUTHAFRICA
SWEDEN
EGYPT
NETHERLANDS
SWITZERLAND
WORLDWIDE
CHINA
BRAZIL
ITALY
SAUDIARABIA
AUSTRIA
PHILIPPINES
U.S.A.
TURKEY
KENYA
SOUTHKOREA
POLAND
ARGENTINA
COLOMBIA
BELGIUM
PORTUGAL
MALAYSIA
NIGERIA
TAIWAN
BASED ON THE AVERAGE REACH OF A FACEBOOK PAGE* POST COMPARED TO THE POSTING PAGE’S TOTAL PAGE LIKES
AVERAGE ORGANIC FACEBOOK POST REACH

102
2019
JAN
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
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.
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH
FACEBOOK ENGAGEMENT BENCHMARKS
Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
(ALL TYPES OF PAGE*)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES OF
POST, ALL TYPES OF PAGE*)
3.75% 6.03% 4.48% 3.01% 2.01%
-2.1%
(-8 BPS)
+3.4%
(+20 BPS)
-4.2%
(-20 BPS)
-6.2%
(-20 BPS)
-0.9%
(-2 BPS)

103
2019
JAN
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. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE
SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
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
NEWZEALAND
FRANCE
JAPAN
SAUDIARABIA
PHILIPPINES
SWEDEN
CHINA
SINGAPORE
CANADA
THAILAND
MALAYSIA
HONGKONG
TURKEY
INDIA
SPAIN
SOUTHAFRICA
AUSTRALIA
TAIWAN
ARGENTINA
POLAND
U.K.
VIETNAM
WORLDWIDE
U.A.E.
MEXICO
U.S.A.
BELGIUM
NIGERIA
EGYPT
IRELAND
COLOMBIA
SWITZERLAND
PORTUGAL
KENYA
SOUTHKOREA
ITALY
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH (NOTE: ALL TYPES OF PAGE*)
AVERAGE FACEBOOK POST ENGAGEMENT RATES

104
2019
JAN
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGE TYPES, AND INCLUDE
DATA FOR ORGANIC POSTS AND POSTS WITH PAID MEDIA SUPPORT, ACROSS VIDEOS, PHOTOS, STATUS UPDATES, AND LINK POSTS.
COMPARING FACEBOOK PERFORMANCE BY PAGE SIZE
COMPARING THE ORGANIC REACH AND OVERALL ENGAGEMENT RATES OF PAGES WITH FEWER THAN 10,000 FANS, AND MORE THAN 100,000 FANS
AVERAGE ENGAGEMENT RATE
FOR FACEBOOK PAGE POSTS
(ALL TYPES OF POST AND PAGE*)
AVERAGE ORGANIC PAGE
POST REACH vs. PAGE LIKES
AVERAGE ENGAGEMENT RATE
FOR FACEBOOK PAGE POSTS
AVERAGE ORGANIC PAGE
POST REACH vs. PAGE LIKES
PAGES WITH FEWER THAN 10,000 ‘FANS’ PAGES WITH MORE THAN 100,000 ‘FANS’
3.51%4.68%8.80% 2.98%

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

107
2019
JAN
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
INSTAGRAM AUDIENCE OVERVIEW
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
QUARTER-ON-
QUARTER GROWTH
IN INSTAGRAM
ADVERTISING REACH
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON INSTAGRAM
NUMBER OF PEOPLE THAT
INSTAGRAM REPORTS
CAN BE REACHED WITH
ADVERTS ON INSTAGRAM
894.9 15% +4.4% 50.3% 49.7%
MILLION

108
2019
JAN
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY
3%
15%
16%
9%
5%
2%
1%
3%
17% 17%
7%
4%
1% 1%
MALE
FEMALE
SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
INSTAGRAM AUDIENCE PROFILE
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

109
2019
JAN
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED
ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY
POTENTIAL ADVERTISING REACH ON INSTAGRAM, BY AGE GROUP AND GENDER
INSTAGRAM’S ADVERTISING AUDIENCE
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%

110
2019
JAN
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS.
58%
58%
49%
49%
46%
46%
45%
44%
44%
44%
43%
43%
42%
42%
41%
40%
40%
40%
39%
37%
36%
36%
34%
31%
30%
30%
30%
29%
29%
27%
24%
22%
22%
21%
16%
15%
15%
14%
9%
8%
7%
7%
6%
5%
0.3%
TURKEY
SWEDEN
SAUDIARABIA
MALAYSIA
AUSTRALIA
IRELAND
ARGENTINA
DENMARK
U.A.E.
U.S.A.
NEWZEALAND
NETHERLANDS
U.K.
SINGAPORE
HONGKONG
CANADA
BRAZIL
PORTUGAL
TAIWAN
SPAIN
ITALY
BELGIUM
SWITZERLAND
FRANCE
COLOMBIA
RUSSIA
AUSTRIA
INDONESIA
SOUTHKOREA
GERMANY
JAPAN
THAILAND
MEXICO
POLAND
EGYPT
WORLDWIDE
MOROCCO
PHILIPPINES
SOUTHAFRICA
VIETNAM
INDIA
GHANA
KENYA
NIGERIA
CHINA
INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
INSTAGRAM AUDIENCE: ELIGIBLE PENETRATION

111
2019
JAN
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE
INSTAGRAM REACH RANKINGS
01 U.S.A. 120,000,000 0% [UNCHANGED]
02 INDIA 75,000,000 +5.6% +4,000,000
03 BRAZIL 69,000,000 +6.2% +4,000,000
04 INDONESIA 62,000,000 +5.1% +3,000,000
05 TURKEY 38,000,000 +2.7% +1,000,000
06 RUSSIAN FEDERATION 37,000,000 +15.6% +5,000,000
07 JAPAN 27,000,000 +12.5% +3,000,000
08 U.K. 24,000,000 +4.3% +1,000,000
09 MEXICO 22,000,000 +4.8% +1,000,000
10 GERMANY 20,000,000 +5.3% +1,000,000
11 ITALY 19,000,000 0% [UNCHANGED]
12 FRANCE 17,000,000 +6.3% +1,000,000
13 ARGENTINA 16,000,000 0% [UNCHANGED]
14 SPAIN 15,000,000 0% [UNCHANGED]
15= CANADA 13,000,000 0% [UNCHANGED]
15= SOUTH KOREA 13,000,000 +8.3% +1,000,000
15= SAUDI ARABIA 13,000,000 +8.3% +1,000,000
15= THAILAND 13,000,000 0% [UNCHANGED]
19= COLOMBIA 12,000,000 +9.1% +1,000,000
19= MALAYSIA 12,000,000 0% [UNCHANGED]

112
2019
JAN
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
COUNTRIES WITH THE HIGHEST RATES OF INSTAGRAM USE, COMPARED TO NATIONAL POPULATIONS AGED 13+
INSTAGRAM ELIGIBLE PENETRATION RANKINGS
01 BRUNEI 63% 220,000 0%
02 ICELAND 61% 170,000 0%
03 CAYMAN IS. 59% 31,000 +3.3%
04 TURKEY 58% 38,000,000 +2.7%
05 SWEDEN 58% 4,900,000 +2.1%
06 GUAM 57% 72,000 +4.3%
07 CYPRUS 56% 580,000 +7.4%
08 KUWAIT 55% 1,800,000 +5.9%
09 ISRAEL 54% 3,500,000 -5.4%
10 NORWAY 53% 2,400,000 0%
11 BAHRAIN 52% 700,000 +1.4%
12 SAUDI ARABIA 49% 13,000,000 +8.3%
13 MALAYSIA 49% 12,000,000 0%
14 CHILE 48% 7,300,000 +2.8%
15 BERMUDA 48% 25,000 0%
16 ARUBA 48% 43,000 +43.3%
17 KAZAKHSTAN 48% 6,800,000 +11.5%
18 MONTENEGRO 47% 250,000 -3.8%
19 ANDORRA 47% 32,000 +14.3%
20 PANAMA 46% 1,500,000 +7.1%
# COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ

113
2019
JAN
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS.
COUNTRIES / TERRITORIES WITH THE GREATEST GENDER SKEWS IN INSTAGRAM’S ADVERTISING AUDIENCE
INSTAGRAM GENDER RATIO RANKINGS
01 AFGHANISTAN 80% 490,000
02 CHAD 79% 15,000
03 SOUTH SUDAN 78% 20,000
04 TAJIKISTAN 78% 280,000
05 NIGER 77% 60,000
06 MALI 75% 120,000
07 BURKINA FASO 75% 85,000
08 INDIA 73% 55,000,000
09 YEMEN 73% 300,000
10 CENTRAL AFRICAN REP. 73% 7,400
01 PHILIPPINES 64% 6,700,000
02 FED. STATES OF MICRONESIA 63% 1,500
03 THAILAND 62% 8,400,000
04 LAOS 62% 150,000
05 TRANSNISTRIA 62% 32,000
06 AMERICAN SAMOA 61% 3,500
07 MONGOLIA 61% 250,000
08 TONGA 61% 4,000
09= ABKHAZIA 60% 52,000
09= BELARUS 60% 1,300,000

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

116
2019
JAN
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.
BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
TWITTER AUDIENCE OVERVIEW
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
QUARTER-ON-
QUARTER GROWTH
IN TWITTER
ADVERTISING REACH
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON TWITTER
NUMBER OF PEOPLE
THAT TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
250.8 3.6% -1.5% 34.5% 65.5%
MILLION

117
2019
JAN
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM MID-POINTS IN THE RANGES THAT TWITTER REPORTS FOR ITS ADVERTISING AUDIENCES.
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.
4%
10%
9%
6%
4%
6%
13%
22%
15%
9%
FEMALE
MALE
SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER
TWITTER AUDIENCE PROFILE
13 –17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD

118
2019
JAN
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM MID-POINTS IN THE RANGES THAT TWITTER REPORTS FOR ITS ADVERTISING AUDIENCES.
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.
POTENTIAL ADVERTISING REACH ON TWITTER, BY AGE GROUP AND GENDER
TWITTER’S ADVERTISING AUDIENCE
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%

119
2019
JAN
SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS.
43%
34%
31%
27%
24%
19%
17%
17%
15%
15%
14%
14%
13%
12%
12%
11%
11%
10%
10%
10%
10%
10%
8%
8%
7%
7%
7%
6%
5%
5%
5%
4%
4%
4%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
0.1%
SAUDIARABIA
JAPAN
IRELAND
U.A.E.
U.K.
SINGAPORE
U.S.A.
CANADA
SPAIN
NETHERLANDS
SWEDEN
TURKEY
NEWZEALAND
AUSTRALIA
ARGENTINA
MALAYSIA
BELGIUM
SWITZERLAND
DENMARK
FRANCE
PORTUGAL
SOUTHKOREA
THAILAND
AUSTRIA
HONGKONG
MEXICO
PHILIPPINES
COLOMBIA
TAIWAN
GERMANY
BRAZIL
ITALY
SOUTHAFRICA
WORLDWIDE
EGYPT
INDONESIA
POLAND
KENYA
GHANA
RUSSIA
MOROCCO
NIGERIA
VIETNAM
INDIA
CHINA
TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+
TWITTER AUDIENCE: ELIGIBLE PENETRATION

120
2019
JAN
SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
BASED ON TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE
TWITTER REACH RANKINGS
01 U.S.A. 47,050,000 -4.7% -2,300,000
02 JAPAN 38,600,000 -3.1% -1,250,000
03 U.K. 13,600,000 -0.7% -100,000
04 SAUDI ARABIA 11,265,000 -0.7% -75,000
05 TURKEY 9,000,000 +1.9% +170,000
06 BRAZIL 8,570,000 +1.0% +85,000
07 INDIA 7,650,000 -2.2% -175,000
08 MEXICO 7,215,000 +3.7% +255,000
09 INDONESIA 6,425,000 +4.2% +260,000
10 SPAIN 6,010,000 -6.7% -430,000
11 FRANCE 5,560,000 +1.5% +80,000
12 CANADA 5,370,000 -1.5% -80,000
13 PHILIPPINES 5,075,000 +3.4% +165,000
14 THAILAND 4,700,000 +1.4% +65,000
15 SOUTH KOREA 4,390,000 +0.9% +40,000
16 ARGENTINA 4,200,000 -1.5% -65,000
17 GERMANY 3,865,000 0% [UNCHANGED]
18 MALAYSIA 2,630,000 +4.2% +105,000
19 AUSTRALIA 2,560,000 -2.3% -60,000
20 COLOMBIA 2,405,000 -2.2% -55,000

121
2019
JAN
SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.
COUNTRIES WITH THE HIGHEST RATES OF TWITTER ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+
TWITTER ELIGIBLE PENETRATION RANKINGS
01 CAYMAN IS. 59% 31,200 +95.0%
02 KUWAIT 51% 1,675,000 +3.1%
03 ANDORRA 49% 33,600 +29.2%
04 ISLE OF MAN 45% 32,800 +36.7%
05 BAHRAIN 43% 581,500 +8.5%
06 SAUDI ARABIA 43% 11,265,000 -0.7%
07 BERMUDA 41% 21,200 +8.2%
08 ARUBA 37% 33,600 +31.3%
09 JAPAN 34% 38,600,000 -3.1%
10 NORTHERN MARIANA IS. 32% 14,000 +52.5%
11 IRELAND 31% 1,233,000 +1.5%
12 ICELAND 31% 85,750 -1.9%
13 QATAR 29% 708,500 +5.0%
14 U.A.E. 27% 2,295,000 +5.5%
15 OMAN 25% 882,000 +2.7%
16 BRUNEI 24% 84,900 -4.6%
17 U.K. 24% 13,600,000 -0.7%
18 GUERNSEY 24% 14,000 -23.9%
19 U.S. VIRGIN IS. 23% 19,600 +104.4%
20 ANTIGUA & BARBUDA 23% 18,800 +38.2%
# COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ

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Digital trends 2019

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Digital trends 2019