DIGITAL 2020 GLOBAL DIGITAL OVERVIEW

GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE
DIGITAL2020

SIMON KEMP
CEO, KEPIOS
REPORT AUTHOR
As we start a new decade, it’s
increasingly clear that digital,
mobile, and social media have
become an indispensable part of
everyday life for people all over
the world.
This latest edition in our ongoing
series of Global Digital Reports
reveals that more than 4.5 billion
people across the globe now use
the internet, while social media
users have passed the 3.8 billion
mark.
Nearly 60 percent of the world’s
population is already online, and
the latest trends suggest that more
than half of the world’s total
population will use social media by
the middle of this year.
Some important challenges remain,
however, and there’s still work to
do to ensure that everyone around
the world has fair and equal
access to life-changing digital
connectivity.
In particular, roughly 40 percent
of the world’s population remains
‘unconnected’ to the internet,
with the latest data indicating
that women are more likely to be
‘unconnected’ compared to men.
The gender gap is particularly
apparent in Southern Asia, where
men are three times more likely
to use social media compared to
women, providing a meaningful
reference for the gender gap in the
region’s broader internet use.
However, almost 300 million
people came online for the first time
over the past 12 months, with the
majority of those new users living in
developing economies.
The internet is also playing an ever
more important role in our lives.
With the world’s internet users
spending an average of 6 hours
and 43 minutes online each day,
the typical user now spends more
than 40 percent of their waking life
using the internet, and humanity will
spend a combined total of 1.25
billion years using the internet
during 2020.
Mobile devices will account for
more than half of all the time we
spend online this year, but most
internet users still use a combination
of mobiles and computers to access
the internet.
When it comes to mobile activities,
apps now account for more than
90 percent of our total time
spent. The data also reveal that
we’re using apps in an increasingly
varied range of everyday activities,
but social media still accounts for
half of all the time we spend using
mobile devices.
On average, the world’s internet
users spend 2 hours and 24
minutes using social media across
all devices each day, accounting
for more than one-third of our total
internet time.
We’ve added a variety of new
data points to this year’s reports
compared to previous editions,
including a closer look at some of
the world’s most popular social
media platforms, and the growth
of important categories like Smart
Home, Ride Hailing, and
Digital Advertising.
However, the report you’re
reading now is just a collection of
the global headlines; if you’d like
to dig deeper into the data on a
country-by-country basis, the
links on the next two slides should
help you find what you need.
But with that, let’s get stuck into the
numbers. Here’s to another year of
impressive digital milestones!
DIGITAL IN 2020: NEW DECADE, NEW MILESTONES

DIGITAL2020
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
GLOBAL DIGITAL YEARBOOK
CLICK HERE TO READ OUR DIGITAL 2020 GLOBAL DIGITAL YEARBOOK,
WITH ESSENTIAL HEADLINE DATA FOR EVERY COUNTRY IN THE WORLD

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 NORTH 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
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS

!
Changes to data sources, underlying data, and reporting methodologies mean that various figures
in this report will not be comparable to similar figures that we published in previous Global Digital
Reports. Wherever such changes affect data in this report, we have included a  COMPARABILITY
ADVISORY in the footnotes of each relevant slide. These changes relate to either (1) a source change,
where we have substantially changed the data sources that we use to inform data points; or (2) a base
change, where either we or our data providers have made material changes to the ways in which we
and / or they collect and / or report underlying data. Wherever such changes occur, we have also
endeavoured to re-base the historical data we use for annual or quarterly growth figures, but where
we have been unable to re-base historical data, we have included an advisory in the footnotes of each
relevant slide. Please see the complete list of data sources at the end of this report for further details.
IMPORTANT NOTES ON CHANGES TO DATA

8
JAN
2020
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND
EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: PENETRATION: PENETRATION: PENETRATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
7.75 5.19 4.54 3.80
BILLION BILLION BILLION BILLION
55% 67% 59% 49%
DIGITAL AROUND THE WORLD IN 2020
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE

9
JAN
2020
JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+1.1% +2.4% +7.0% +9.2%
+82 MILLION +124 MILLION +298 MILLION +321 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION

10
In the wake of increased mental health
awareness, people are taking a more
measured approach to their digital
consumption. They don’t want to be
cut off from the internet. They just want
a better relationship with it – it’s why
Instagram removed public likes.
In 2020, brands will support
consumers in creating and
enforcing healthier digital habits
SOCIAL SELF-CARE
Historically, the internet has been
exempt from the rules and restrictions
of the physical world. But this culture of
lawlessness has led to all kinds of negative
IRL implications. As a result, platforms and
authorities are creating new rules and laws
to help mitigate some of the damage.
In 2020, brands will need
to adapt to a new range of rules
and restraints in digital spaces
REGULATED SPACES
Misinformation has reached new heights.
Rising cynicism around the role of digital
in political communications, accompanied
by deepfakes being used by meme
admins, artists and extremists to feed
misinformation, is leaving people feeling
disassociated from truth and clarity.
In 2020, brands will be rewarded
for championing transparency in
the name of the greater social good
REALITY ANXIETY
SHIFTS IMPACTING THE ROLE OF DIGITAL IN OUR LIVES
WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2020

11
From the arrival of 5G to the loud demands of voice, it’s easy to get lost in the ever-shifting landscape of digital. To build a strong, customer-centered
strategy for 2020 and beyond, keep your focus on these universal customer needs that won’t change: confidence, connection, and convenience.
Click here for more Hootsuite insights into the Future of Customer Engagement.
53% of all global consumers see employees
as the most credible source for learning about
companies, making genuine internal voices
a critical force for building external trust.
Businesses must embrace the inextricable link
between employees and customer experience,
building strong internal cultures and activating
employees as beacons of customer trust.
BUILDING CONFIDENCE ENABLING CONVENIENCE
The data is clear: customers want less corporate
content and more meaningful connections on
social. While the rise of private channels is
undeniable, public channels also remain key
for brand discovery. Brands must learn to find a
balance, reaching new customers with emotional
content on public feeds while building
deeper relationships in private channels.
PROVIDING CONNECTION
Social media continues to compress the
customer journey from days to just hours—even
minutes. To deliver the seamless interactions
customers expect, you must deepen your
understanding of their needs and habits. Unify
customer information and measurement across
all digital channels to better identify where
you can make the journey faster and easier.
HOOTSUITE’S PERSPECTIVE: DIGITAL IN 2020

13
JAN
2020
URBANISATION: vs. POPULATION: PENETRATION: PENETRATION:
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
1.32 1.08 453.2 217.5
BILLION BILLION MILLION MILLION
43% 81% 34% 16%
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE
OVERVIEW: DIGITAL IN AFRICA IN 2020

14
JAN
2020
REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS;
CAFEBAZAAR; KEPIOS ANALYSIS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019.
JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. APR 2019*
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+2.5% +5.6% +10% +12%
ANNUAL CHANGE IN DIGITAL USE IN AFRICA

15
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
1.02 1.05 776.1 678.5
BILLION BILLION MILLION MILLION
81% 103% 76% 67%
OVERVIEW: DIGITAL IN THE AMERICAS IN 2020

16
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+0.8% +0.7% +2.3% +6.0%
ANNUAL CHANGE IN DIGITAL USE IN THE AMERICAS

17
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
4.30 4.43 2.42 2.14
48% 103% 56% 50%
OVERVIEW: DIGITAL IN ASIA-PACIFIC IN 2020

18
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+0.8% +3.5% +9.2% +9.8%
ANNUAL CHANGE IN DIGITAL USE IN ASIA-PACIFIC

19
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
849.5 1.09 711.3 470.5
MILLION BILLION MILLION MILLION
74% 128% 84% 55%
OVERVIEW: DIGITAL IN EUROPE IN 2020

20
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+0.2% -0.5% +1.6% +4.4%
+2 MILLION -5 MILLION +11 MILLION +20 MILLION
ANNUAL CHANGE IN DIGITAL USE IN EUROPE

21
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
258.8 306.1 182.1 125.4
MILLION MILLION MILLION MILLION
73% 118% 70% 48%
OVERVIEW: DIGITAL IN THE MIDDLE EAST IN 2020

22
JAN
2020
TOTAL
POPULATION
MOBILE PHONE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+1.7% +1.8% +14% +14%
ANNUAL CHANGE IN DIGITAL USE IN THE MIDDLE EAST

24
JAN
2020
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2020).
URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PER KM2
)
OVERALL LITERACY
(ADULTS AGED 15+)
FEMALE LITERACY
(ADULTS AGED 15+)
MALE LITERACY
(ADULTS AGED 15+)
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
ANNUAL CHANGE
IN TOTAL POPULATION
MEDIAN
AGE
55.3% 59.9 86.3% 82.8% 89.8%
7.75 49.6% 50.4% +1.1% 30.9
BILLION
ESSENTIAL DEMOGRAPHIC INDICATORS
OVERVIEW: GLOBAL POPULATION & ECONOMY

OCEANIA
SOUTHEASTERN
ASIA
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
25
JAN
2020
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT BODIES (LATEST AVAILABLE DATA IN JANUARY 2020). NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
42
665
1,675
1,929
74
293
277
440
67
177
152
106
397
244
196
429
43179
368
THE TOTAL NUMBER OF PEOPLE LIVING IN EACH REGION (IN MILLIONS)
POPULATION BY REGION

26
JAN
2020
7,338
7,422
7,506
7,589
7,672
7,754
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED BY THE UNITED NATIONS (LATEST DATA AVAILABLE IN JANUARY 2020).
2015 2016 2017 2018 2019 2020
+1.1% +1.1% +1.1% +1.1% +1.1%
GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
GLOBAL POPULATION GROWTH OVER TIME

27
JAN
2020
SOURCES: UNITED NATIONS (LATEST DATA AVAILABLE IN JANUARY 2020).
678 663
639
610 597 597 602
539
492 478
442
383
319
265
184
122
81
42
17 4 0.6
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
OLD
YEARS
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
OLD
100+
YEARS
OLD
THE WORLD’S TOTAL POPULATION BROKEN DOWN BY FIVE-YEAR AGE GROUPS (IN MILLIONS OF PEOPLE PER AGE GROUP)
DISTRIBUTION OF GLOBAL POPULATION BY AGE

28
JAN
2020
SOURCE: UNITED NATIONS (LATEST AVAILABLE DATA IN JANUARY 2020).
48.4
47.3
46.2
45.7
44.9
44.8
43.7
43.5
43.3
43.2
43.1
42.5
42.3
42.3
42.2
41.9
41.7
41.1
41.1
40.5
40.1
39.6
38.4
38.3
38.2
38.0
37.9
33.5
32.6
32.5
31.8
31.5
31.5
31.3
30.9
30.5
30.3
29.7
29.5
29.2
28.4
27.6
25.7
24.6
21.5
20.1
18.1
JAPAN
ITALY
PORTUGAL
GERMANY
SPAIN
HONGKONG
SOUTHKOREA
AUSTRIA
NETHERLANDS
ROMANIA
SWITZERLAND
TAIWAN
FRANCE
DENMARK
SINGAPORE
BELGIUM
POLAND
CANADA
SWEDEN
U.K.
THAILAND
RUSSIA
CHINA
U.S.A.
IRELAND
NEWZEALAND
AUSTRALIA
BRAZIL
U.A.E.
VIETNAM
SAUDIARABIA
TURKEY
ARGENTINA
COLOMBIA
WORLDWIDE
ISRAEL
MALAYSIA
INDONESIA
MOROCCO
MEXICO
INDIA
SOUTHAFRICA
PHILIPPINES
EGYPT
GHANA
KENYA
NIGERIA
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION
MEDIAN AGE BY COUNTRY

OCEANIA
SOUTHEASTERN
ASIA
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
29
JAN
2020
SOURCE: 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.
MALE (GLOBAL AVERAGE: 90%)
FEMALE (GLOBAL AVERAGE: 83%)
9393
9592
9996
8165
87 87
7361
8060
6446
7966 83 91
100100
100100
98 99
9999
9999
9594
89889492
9999
PERCENTAGE OF EACH REGION’S POPULATION AGED 15+ WHO CAN READ AND WRITE, DETAILED BY GENDER
LITERACY RATES BY GENDER AND REGION

30
JAN
2020
SOURCES: WORLD BANK; IMF (BOTH ACCESSED JANUARY 2020). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. ONE
‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY THAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
$101,532
$83,203
$75,075
$68,061
$64,597
$62,795
$56,329
$55,671
$55,455
$55,336
$53,209
$53,075
$51,663
$51,408
$48,130
$45,974
$45,342
$42,797
$41,830
$41,005
$40,112
$39,919
$39,715
$33,415
$31,782
$31,337
$28,206
$28,069
$27,147
$20,611
$19,845
$19,051
$18,237
$17,948
$16,096
$15,013
$13,687
$13,080
$12,412
$8,951
$8,587
$7,763
$7,448
$5,991
$4,747
$3,468
SINGAPORE
IRELAND
U.A.E.
SWITZERLAND
HONGKONG
U.S.A.
NETHERLANDS
DENMARK
AUSTRIA
SAUDIARABIA
SWEDEN
GERMANY
AUSTRALIA
BELGIUM
CANADA
U.K.
FRANCE
JAPAN
ITALY
NEWZEALAND
SOUTHKOREA
ISRAEL
SPAIN
PORTUGAL
MALAYSIA
POLAND
ROMANIA
TURKEY
RUSSIA
ARGENTINA
MEXICO
THAILAND
CHINA
WORLDWIDE
BRAZIL
COLOMBIA
SOUTHAFRICA
INDONESIA
EGYPT
PHILIPPINES
MOROCCO
INDIA
VIETNAM
NIGERIA
GHANA
KENYA
GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS*
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)

31
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND
CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY.
USING THE
INTERNET
USING
SOCIAL MEDIA
WATCHING
TELEVISION*
LISTENING TO MUSIC
STREAMING SERVICES
USING A
GAMES CONSOLE
6H 43M 2H 24M 3H 18M 1H 26M 1H 10M
DAILY TIME SPENT WITH MEDIA
THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
global
web
index
global
web
index

33
JAN
2020
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
AUTHORITIES; APJII; UNITED NATIONS (ALL LATEST AVAILABLE DATA IN JANUARY 2020). TIME SPENT DATA FROM GLOBALWEBINDEX (Q3 2019), BASED ON A BROAD SURVEY OF INTERNET USERS
AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE CHANGES.
TOTAL NUMBER
OF GLOBAL
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF TOTAL
GLOBAL POPULATION
ANNUAL GROWTH
IN THE NUMBER OF
GLOBAL INTERNET USERS
AVERAGE AMOUNT OF TIME PER
DAY SPENT USING THE INTERNET
BY EACH INTERNET USER
4.54 59% +7.0% 6H 43M
BILLION +298 MILLION
A SNAPSHOT OF INTERNET USE AROUND THE WORLD
OVERVIEW OF GLOBAL INTERNET USE

OCEANIA
SOUTHEASTERN
ASIA
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
34
JAN
2020
AUTHORITIES; APJII; UNITED NATIONS. *NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
 COMPARABILITY ADVISORY: IMPORTANT SOURCE CHANGES. FIGURES ARE NOT DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
70%
66%
63%
48%
54%
72%
60%
23%
22%
36%
53%
78%
83%92%
95%
72%
60%66%
88%
NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION*
INTERNET PENETRATION BY REGION

OCEANIA
SOUTHEASTERN
ASIA
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
35
JAN
2020
AUTHORITIES; APJII; KEPIOS ANAlYSIS. *NOTE: PREGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE CHANGES.
+2.1%
+8.2%
+2.2%
+20%
+6.3%
+11%
+3.2%
+7.8%
+40%
+4.5%
+14%
+1.0%
+3.1%+0.7%
+0.6%
+3.7%
+8.5%+1.5%
+0.9%
YEAR-ON-YEAR PERCENTAGE CHANGE IN THE NUMBER OF PEOPLE USING THE INTERNET
GROWTH IN INTERNET USER NUMBERS BY REGION

36
JAN
2020
2,831
3,153
3,570
3,753
4,241
4,538
AUTHORITIES; APJII.  COMPARABILITY ADVISORY: SOURCE CHANGES. HISTORICAL FIGURES DETAILED ON THIS CHART WILL NOT MATCH DATA PUBLISHED IN PREVIOUS REPORTS.
2015 2016 2017 2018 2019 2020
+11% +13% +5.1% +13% +7.0%
NUMBER OF GLOBAL INTERNET USERS BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
INTERNET USER NUMBERS OVER TIME

37
JAN
2020
AUTHORITIES; APJII; UNITED NATIONS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE CHANGES.
99%
98%
96%
96%
96%
96%
95%
94%
93%
93%
93%
92%
91%
91%
90%
89%
88%
88%
88%
87%
87%
86%
84%
83%
83%
82%
81%
81%
80%
78%
75%
74%
71%
70%
69%
69%
69%
67%
64%
62%
59%
59%
54%
50%
48%
43%
42%
U.A.E.
DENMARK
SOUTHKOREA
SWEDEN
SWITZERLAND
U.K.
NETHERLANDS
CANADA
SAUDIARABIA
GERMANY
NEWZEALAND
JAPAN
HONGKONG
SPAIN
BELGIUM
FRANCE
SINGAPORE
AUSTRALIA
AUSTRIA
U.S.A.
IRELAND
TAIWAN
ISRAEL
PORTUGAL
MALAYSIA
ITALY
RUSSIA
POLAND
ROMANIA
ARGENTINA
THAILAND
TURKEY
BRAZIL
VIETNAM
MEXICO
COLOMBIA
MOROCCO
PHILIPPINES
INDONESIA
SOUTHAFRICA
CHINA
WORLDWIDE
EGYPT
INDIA
GHANA
KENYA
NIGERIA
PERCENTAGE OF THE TOTAL POPULATION (REGARDLESS OF AGE) THAT USES THE INTERNET
INTERNET PENETRATION IN 2020

38
JAN
2020
AUTHORITIES; APJII; UNITED NATIONS. *NOTES: THE INTERNET REMAINS BLOCKED IN NORTH KOREA. PENETRATION FIGURES HAVE BEEN CAPPED AT 99%. ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE CHANGES.
LOWEST LEVELS OF INTERNET PENETRATIONHIGHEST LEVELS OF INTERNET PENETRATION
# LOWEST PENETRATION % № OF USERS# HIGHEST PENETRATION % № OF USERS
212 NORTH KOREA* 0.0% [N/A]
211 SOUTH SUDAN 8.0% 887,722
210 ERITREA 8.3% 293,343
209 BURUNDI 9.9% 1,154,568
208 SOMALIA 10% 1,625,924
207 NIGER 12% 2,781,266
206 PAPUA NEW GUINEA 12% 1,099,945
205 LIBERIA 12% 624,610
204 GUINEA-BISSAU 13% 250,000
203 CENTRAL AFRICAN REP. 14% 655,466
01= ICELAND 99%* 336,742
01= KUWAIT 99%* 4,196,432
01= QATAR 99%* 2,828,000
01= U.A.E. 99%* 9,732,158
05 BAHRAIN 99% 1,648,721
06 BERMUDA 98% 61,374
07= DENMARK 98% 5,666,399
07= NORWAY 98% 5,292,049
09 ARUBA 97% 103,523
10 LUXEMBOURG 97% 602,848
COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF INTERNET PENETRATION
INTERNET PENETRATION RANKINGS

39
JAN
2020
AUTHORITIES; APJII; UNITED NATIONS. *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL
POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE CHANGES.
# HIGHEST RELATIVE GROWTH ▲% ▲ USERS# HIGHEST RELATIVE GROWTH ▲% ▲ USERS
11 OMAN +18% +726,818
12 PAKISTAN +17% +11,251,089
13 INDONESIA +17% +25,365,368
14 KENYA +16% +3,162,574
15 ZAMBIA +16% +594,828
16 SAUDI ARABIA +15% +4,321,382
17 CAMBODIA +15% +1,300,000
18 TAJIKISTAN +15% +311,281
19 HAITI +13% +433,982
20 LIBYA +13% +600,000
01 REP. OF THE CONGO +126% +854,775
02 DEM. REP. OF THE CONGO +122% +8,988,740
03 SAMOA +86% +60,000
04 IRAQ +55% +10,637,541
05 KIRIBATI +39% +12,000
06 GUINEA-BISSAU +26% +52,169
07 INDIA +23% +127,610,000
08 EGYPT +22% +9,803,630
09 BURUNDI +21% +201,540
10 CENTRAL AFRICAN REP. +20% +107,289
COUNTRIES AND TERRITORIES* WITH THE HIGHEST YEAR-ON-YEAR PERCENTAGE CHANGE IN THE NUMBER OF INTERNET USERS
INTERNET GROWTH RANKINGS: RELATIVE CHANGE

40
JAN
2020
AUTHORITIES; APJII; UNITED NATIONS. *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL
POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE CHANGES.
# LARGEST ABSOLUTE GROWTH ▲ USERS ▲%# LARGEST ABSOLUTE GROWTH ▲ USERS ▲%
11 IRAN +5,676,469 +11%
12 SAUDI ARABIA +4,321,382 +15%
13 KENYA +3,162,574 +16%
14 MOROCCO +2,927,836 +13%
15 TURKEY +2,718,086 +4.6%
16 ALGERIA +2,372,381 +12%
17 NIGERIA +2,155,629 +2.6%
18 SPAIN +2,013,677 +5.0%
19 U.S.A. +1,816,314 +0.6%
20 UKRAINE +1,476,697 +5.7%
01 INDIA +127,610,000 +23%
02 CHINA +25,490,000 +3.1%
03 INDONESIA +25,365,368 +17%
04 PAKISTAN +11,251,089 +17%
05 IRAQ +10,637,541 +55%
06 EGYPT +9,803,630 +22%
07 DEM. REP. OF THE CONGO +8,988,740 +122%
08 BRAZIL +8,516,438 +6.0%
09 VIETNAM +6,169,040 +10%
10 BANGLADESH +5,765,248 +9.5%
COUNTRIES AND TERRITORIES* WITH THE LARGEST YEAR-ON-YEAR CHANGE IN THE ABSOLUTE NUMBER OF INTERNET USERS
INTERNET GROWTH RANKINGS: ABSOLUTE CHANGE

OCEANIA
SOUTHEASTERN
ASIA
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
41
JAN
2020
AUTHORITIES; APJII; KEPIOS ANALYSIS (ALL LATEST DATA AVAILABLE IN JANUARY 2020).
13
229
625
1,012
34
78
27
339
138
252
115
65
2516
5
121
1760
44
THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET
THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES

42
JAN
2020
AUTHORITIES; APJII; UNITED NATIONS; KEPIOS ANALYSIS. *NOTES: THE INTERNET REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. RANKING ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
HIGHEST SHARE OF POPULATION NOT CONNECTED TO THE INTERNETGREATEST NUMBER OF PEOPLE NOT CONNECTED TO THE INTERNET
# COUNTRY / TERRITORY % POP. UNCONNECTED# COUNTRY / TERRITORY UNCONNECTED % POP.
01 NORTH KOREA 100%* 25,722,103
02 SOUTH SUDAN 92% 10,240,199
03 ERITREA 92% 3,228,429
04 BURUNDI 90% 10,556,111
05 SOMALIA 90% 14,042,139
06 NIGER 88% 20,977,412
08 LIBERIA 88% 4,372,916
09 GUINEA-BISSAU 87% 1,694,458
10 CENTRAL AFRICAN REP. 86% 4,132,006
01 INDIA 685,591,071 50%
02 CHINA 582,063,733 41%
03 PAKISTAN 142,347,735 65%
04 NIGERIA 118,059,925 58%
05 BANGLADESH 97,427,352 59%
06 INDONESIA 96,709,226 36%
07 ETHIOPIA 92,385,728 81%
08 DEM. REP. OF THE CONGO 71,823,319 81%
09 BRAZIL 61,423,295 29%
10 EGYPT 46,626,170 46%
COUNTRIES AND TERRITORIES* WITH THE GREATEST NUMBER AND HIGHEST PERCENTAGE OF PEOPLE NOT CONNECTED TO THE INTERNET
THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES

43
JAN
2020
09:45
09:22
09:17
09:10
09:01
08:47
08:21
07:59
07:57
07:57
07:46
07:29
07:21
07:21
07:17
07:11
07:03
06:48
06:43
06:42
06:38
06:30
06:30
06:26
06:16
06:03
06:00
05:53
05:52
05:50
05:48
05:41
05:41
05:28
05:27
05:25
05:22
05:09
05:08
05:07
04:52
04:37
04:22
PHILIPPINES
SOUTHAFRICA
BRAZIL
COLOMBIA
THAILAND
ARGENTINA
MEXICO
INDONESIA
MALAYSIA
TAIWAN
SAUDIARABIA
TURKEY
EGYPT
ROMANIA
RUSSIA
ISRAEL
U.A.E.
SINGAPORE
WORLDWIDE
U.S.A.
PORTUGAL
INDIA
VIETNAM
POLAND
HONGKONG
NEWZEALAND
ITALY
CANADA
SWEDEN
CHINA
IRELAND
AUSTRALIA
SPAIN
U.K.
SWITZERLAND
AUSTRIA
SOUTHKOREA
BELGIUM
FRANCE
DENMARK
GERMANY
NETHERLANDS
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
TIME PER DAY SPENT USING THE INTERNET
global
web
index

44
JAN
2020
6H 22M
6H 18M
6H 28M
6H 44M
6H 46M
6H 43M
SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF THE BARS IN THE CHART ABOVE). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET
USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019
-1.1% +2.6% +4.1% +0.5% -0.7%
EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA ANY DEVICE
EVOLUTION OF DAILY TIME SPENT USING THE INTERNET
global
web
index

45
JAN
2020
AUTHORITIES; APJII (ALL LATEST AVAILABLE DATA IN JANUARY 2020). TIME AND SHARE DATA VIA GLOBALWEBINDEX (Q3 2019) *NOTE: FIGURES FOR SHARE BY MOBILE DEVICE TYPE REPRESENT
EACH DEVICE’S SHARE OF TOTAL INTERNET USERS, NOT JUST SHARE OF MOBILE INTERNET USERS.  COMPARABILITY ADVISORY: SOURCE CHANGES.
TOTAL NUMBER
OF MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
TOTAL INTERNET USERS
SHARE OF ALL INTERNET
USERS ACCESSING
VIA A SMARTPHONE*
SHARE OF ALL INTERNET
USERS ACCESSING
VIA A FEATURE PHONE*
AVERAGE DAILY TIME SPENT
USING THE INTERNET
ON MOBILE DEVICES
4.18 92% 91% 3.3% 3H 22M
BILLION
INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
MOBILE INTERNET USE
global
web
index
global
web
index

46
JAN
2020
NOTE: TIMES ARE IN HOURS AND MINUTES.
05:11
04:57
04:50
04:49
04:46
04:41
04:36
04:32
04:15
04:14
04:13
04:03
04:00
03:58
03:55
03:53
03:43
03:31
03:23
03:22
03:22
03:16
03:14
03:10
03:08
03:05
03:01
02:51
02:45
02:42
02:42
02:41
02:36
02:34
02:27
02:26
02:20
02:19
02:13
02:12
02:07
02:03
01:59
01:58
01:55
01:52
01:32
PHILIPPINES
THAILAND
NIGERIA
COLOMBIA
INDONESIA
BRAZIL
KENYA
ARGENTINA
MEXICO
SAUDIARABIA
SOUTHAFRICA
MALAYSIA
TURKEY
GHANA
EGYPT
U.A.E.
TAIWAN
MOROCCO
INDIA
ISRAEL
WORLDWIDE
ROMANIA
RUSSIA
CHINA
VIETNAM
SINGAPORE
HONGKONG
POLAND
PORTUGAL
ITALY
U.S.A.
IRELAND
SWEDEN
SPAIN
NEWZEALAND
SOUTHKOREA
CANADA
AUSTRIA
AUSTRALIA
SWITZERLAND
U.K.
NETHERLANDS
FRANCE
DENMARK
BELGIUM
GERMANY
JAPAN
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE PHONES
DAILY TIME SPENT USING MOBILE INTERNET
global
web
index

47
JAN
2020
33.0%
37.6%
39.2%
45.8%
49.5% 50.1%
Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019
+14% +4.3% +17% +8.1% +1.2%
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
MOBILE’S SHARE OF TOTAL INTERNET TIME
global
web
index

48
JAN
2020
NOTE: TIMES ARE IN HOURS AND MINUTES.
05:09
04:36
04:34
04:21
04:15
04:14
04:06
04:05
04:04
04:03
04:00
03:54
03:53
03:49
03:43
03:36
03:35
03:33
03:32
03:29
03:28
03:26
03:22
03:21
03:21
03:18
03:16
03:15
03:15
03:14
03:13
03:10
03:09
03:09
03:07
03:07
03:07
03:06
03:00
02:56
02:50
02:40
02:34
SOUTHAFRICA
BRAZIL
PHILIPPINES
COLOMBIA
ARGENTINA
TAIWAN
MEXICO
ROMANIA
THAILAND
RUSSIA
U.S.A.
MALAYSIA
PORTUGAL
ISRAEL
SINGAPORE
NEWZEALAND
POLAND
CANADA
SAUDIARABIA
TURKEY
AUSTRALIA
EGYPT
VIETNAM
U.K.
WORLDWIDE
ITALY
SWEDEN
HONGKONG
SWITZERLAND
BELGIUM
INDONESIA
U.A.E.
DENMARK
FRANCE
INDIA
IRELAND
SPAIN
AUSTRIA
GERMANY
SOUTHKOREA
JAPAN
CHINA
NETHERLANDS
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA LAPTOPS, DESKTOPS, OR TABLETS
DAILY TIME SPENT USING THE INTERNET ON COMPUTERS
global
web
index

49
JAN
2020
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS IN DECEMBER 2019, WITH COMPARISONS TO AVERAGE DOWNLOAD SPEEDS IN DECEMBER 2018.
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNET CONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS
32.01 +28% 73.58 +35%
MBPS
AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
INTERNET CONNECTION SPEEDS: OVERVIEW

50
JAN
2020
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN DECEMBER 2019.
103.2
86.8
70.7
67.7
67.7
67.1
58.6
57.2
55.6
54.7
52.3
50.9
48.9
46.6
45.8
45.6
41.0
37.9
37.9
36.8
36.5
36.4
35.6
35.1
34.6
33.6
33.0
32.8
32.0
31.4
30.4
28.3
26.7
26.0
25.1
24.8
23.8
23.8
20.6
20.6
18.7
18.4
16.9
16.8
15.3
13.8
11.5
SOUTHKOREA
U.A.E.
CANADA
CHINA
AUSTRALIA
NETHERLANDS
SWITZERLAND
SINGAPORE
SAUDIARABIA
NEWZEALAND
BELGIUM
DENMARK
AUSTRIA
SWEDEN
FRANCE
TAIWAN
U.S.A.
PORTUGAL
ROMANIA
ITALY
HONGKONG
GERMANY
U.K.
SPAIN
TURKEY
MOROCCO
JAPAN
POLAND
WORLDWIDE
SOUTHAFRICA
VIETNAM
MEXICO
IRELAND
THAILAND
ARGENTINA
BRAZIL
ISRAEL
MALAYSIA
KENYA
RUSSIA
COLOMBIA
GHANA
EGYPT
PHILIPPINES
NIGERIA
INDONESIA
INDIA
THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
AVERAGE MOBILE INTERNET CONNECTION SPEEDS

51
JAN
2020
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN DECEMBER 2019, AND COMPARISONS TO AVERAGE DOWNLOAD
SPEEDS FOR MOBILE CONNECTIONS IN DECEMBER 2018. *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS ONLY INCLUDE COUNTRIES WHICH HAVE POPULATIONS OF AT
LEAST 50,000 PEOPLE AND FOR WHICH RELEVANT DATA ARE AVAILABLE IN JANUARY 2020.
SLOWEST MOBILE INTERNET CONNECTION SPEEDSFASTEST MOBILE INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 SOUTH KOREA 103.18 +102%
02 U.A.E. 86.77 +81%
03 QATAR 79.21 +33%
04 CANADA 70.74 +12%
05 CHINA 67.71 +131%
06 AUSTRALIA 67.66 +20%
07 NETHERLANDS 67.08 +22%
08 NORWAY 66.91 +1.6%
09 BULGARIA 63.98 [N/A]
10 CROATIA 61.54 +41%
140 PALESTINE 6.17 -8.9%
139 AFGHANISTAN 6.82 +21%
138 ALGERIA 7.88 +35%
137 VENEZUELA 8.35 +26%
136 SUDAN 8.60 -19%
135 RWANDA 9.07 [N/A]
134 UZBEKISTAN 9.51 -4.6%
133 IRAQ 9.81 +51%
132 TAJIKISTAN 10.30 +101%
131 EL SALVADOR 10.32 +14%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS
MOBILE INTERNET CONNECTION SPEED RANKINGS

52
JAN
2020
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED CONNECTIONS IN DECEMBER 2019.
200.1
164.9
144.9
144.4
144.3
137.9
131.3
131.1
130.8
125.1
122.7
121.5
119.9
107.4
104.7
104.6
103.4
101.6
90.6
85.5
85.0
83.7
78.0
76.5
74.8
73.6
64.1
61.7
59.3
52.9
51.9
48.8
43.3
42.1
41.8
34.2
34.1
33.4
28.3
26.9
26.5
26.0
25.6
20.1
18.7
18.5
11.9
SINGAPORE
HONGKONG
ROMANIA
SOUTHKOREA
SWITZERLAND
TAIWAN
FRANCE
SWEDEN
U.S.A.
THAILAND
SPAIN
CANADA
DENMARK
NETHERLANDS
CHINA
JAPAN
NEWZEALAND
PORTUGAL
U.A.E.
POLAND
ISRAEL
BELGIUM
MALAYSIA
GERMANY
IRELAND
WORLDWIDE
U.K.
RUSSIA
ITALY
SAUDIARABIA
AUSTRIA
BRAZIL
VIETNAM
INDIA
AUSTRALIA
ARGENTINA
MEXICO
GHANA
COLOMBIA
SOUTHAFRICA
EGYPT
TURKEY
PHILIPPINES
INDONESIA
KENYA
MOROCCO
NIGERIA
THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS
AVERAGE FIXED INTERNET CONNECTION SPEEDS

53
JAN
2020
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED CONNECTIONS IN DECEMBER 2019, AND COMPARISONS TO AVERAGE DOWNLOAD SPEEDS
FOR FIXED CONNECTIONS IN DECEMBER 2018. *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS ONLY INCLUDE COUNTRIES WHICH HAVE POPULATIONS OF AT LEAST
50,000 PEOPLE AND FOR WHICH RELEVANT DATA ARE AVAILABLE IN JANUARY 2020.
SLOWEST FIXED INTERNET CONNECTION SPEEDSFASTEST FIXED INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 SINGAPORE 200.12 +4.8%
02 HONG KONG 164.88 +2.2%
03 ROMANIA 144.92 +16%
04 SOUTH KOREA 144.41 +21%
05 SWITZERLAND 144.31 +39%
06 TAIWAN 137.90 +113%
07 FRANCE 131.25 +34%
08 SWEDEN 131.13 +23%
09 U.S.A. 130.79 +19%
10 HUNGARY 128.07 +18%
174 TURKMENISTAN 1.71 [N/A]
173 VANUATU 3.25 [N/A]
172 VENEZUELA 3.42 -7.3%
171 ALGERIA 3.92 +4.5%
170 YEMEN 4.39 [N/A]
169 MAURITANIA 4.91 [N/A]
168 CUBA 5.37 [N/A]
167 DEM. REP. OF THE CONGO 6.25 [N/A]
166 SUDAN 6.81 [N/A]
165 AFGHANISTAN 6.92 [N/A]
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS
FIXED INTERNET CONNECTION SPEED RANKINGS

54
JAN
2020
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTE: FIGURES FOR DEVICE SHARE ARE FOR
DECEMBER 2019; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2019 TO DECEMBER 2018.
DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
53.3% 44.0% 2.7% 0.07%
+8.6% -6.8% -27% -30%
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS IN DECEMBER 2019
SHARE OF WEB TRAFFIC BY DEVICE

55
JAN
2020
31.8%
38.6%
50.3%
52.4%
49.0%
53.3%
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). NOTES: FIGURES REPRESENT MOBILE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. YEAR-ON-YEAR CHANGE VALUES ARE
RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
DEC 2014 DEC 2015 DEC 2016 DEC 2017 DEC 2018 DEC 2019
+21% +30% +4.3% -6.5% +8.6%
MOBILE’S SHARE OF TOTAL WEB TRAFFIC SERVED TO WEB BROWSERS OVER TIME, WITH YEAR-ON-YEAR CHANGE
EVOLUTION OF MOBILE’S SHARE OF WEB TRAFFIC

56
JAN
2020
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). NOTES: BROWSER SHARE VALUES ARE FOR DECEMBER 2019; CHANGE FIGURES COMPARE EACH BROWSER’S SHARE IN DECEMBER 2019 TO
ITS SHARE IN DECEMBER 2018. CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
UC BROWSER OPERA INTERNET EXPLORER OTHER BROWSERS
CHROME SAFARI FIREFOX SAMSUNG INTERNET
2.9% 2.3% 1.6% 4.1%
-32% Y-O-Y -27% Y-O-Y -38% Y-O-Y +28% Y-O-Y
63.6% 17.7% 4.4% 3.5%
+2.2% Y-O-Y +20% Y-O-Y -11% Y-O-Y +18% Y-O-Y
BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE IN DECEMBER 2019
SHARE OF GLOBAL WEB TRAFFIC BY BROWSER

57
JAN
2020
SOURCE: SIMILARWEB (JANUARY 2020). 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.
# WEBSITE TIME / VISIT PAGES / VISIT # WEBSITE TIME / VISIT PAGES / VISIT
01 GOOGLE.COM 10M 20S 8.12
02 YOUTUBE.COM 23M 00S 9.69
03 FACEBOOK.COM 11M 26S 10.70
04 BAIDU.COM 7M 51S 8.10
05 WIKIPEDIA.ORG 3M 48S 2.96
06 TWITTER.COM 10M 22S 10.84
07 INSTAGRAM.COM 6M 35S 11.44
08 YAHOO.COM 7M 27S 6.70
09 XVIDEOS.COM 12M 27S 9.25
10 YANDEX.RU 10M 51S 9.00
11 PORNHUB.COM 9M 26S 7.53
12 AMAZON.COM 7M 34S 10.10
13 XNXX.COM 15M 42S 11.58
14 NETFLIX.COM 9M 41S 4.24
15 LIVE.COM 7M 33S 8.28
16 YAHOO.CO.JP 9M 40S 6.89
17 NAVER.COM 17M 09S 11.65
18 VK.COM 17M 54S 23.20
19 GOOGLE.COM.BR 6M 56S 7.76
20 WHATSAPP.COM 2M 42S 1.79
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SIMILARWEB)

58
JAN
2020
SOURCE: ALEXA (JANUARY 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND 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 EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED
IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
01 GOOGLE.COM 12M 09S 14.64
02 YOUTUBE.COM 11M 44S 6.70
03 TMALL.COM 6M 56S 2.91
04 FACEBOOK.COM 17M 48S 7.84
05 BAIDU.COM 7M 05S 4.54
06 QQ.COM 3M 49S 4.00
07 SOHU.COM 3M 46S 4.56
08 TAOBAO.COM 4M 48S 3.55
09 LOGIN.TMALL.COM 5M 11S 1.00
10 360.CN 3M 20S 3.95
11 JD.COM 3M 40S 4.53
12 YAHOO.COM 4M 34S 4.40
13 AMAZON.COM 9M 41S 9.01
14 WIKIPEDIA.ORG 3M 55S 2.96
15 WEIBO.COM 3M 09S 3.75
16 SINA.COM.CN 2M 58S 3.51
17 PAGES.TMALL.COM 1M 16S 1.48
18 REDDIT.COM 7M 51S 5.60
19 LIVE.COM 4M 53S 4.97
20 NETFLIX.COM 3M 15S 2.66
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (ALEXA)

59
JAN
2020
SOURCE: W3TECHS (ACCESSED JANUARY 2020). *NOTES: TOP 10 MILLION WEBSITES BASED ON TRAFFIC RANKING DATA FROM ALEXA.COM. LANGUAGE NAMES AS PER W3TECHS’S
DEFINITIONS. FIGURES IN THE “SHARE OF POP.” COLUMN SHOW THE PERCENTAGE OF THE WORLD’S TOTAL POPULATION THAT IS A NATIVE SPEAKER OF EACH LANGUAGE, BASED ON DATA
REPORTED BY ETHNOLOGUE AND THE UNITED NATIONS.
# LANGUAGE % WEBSITES SHARE OF POP. # LANGUAGE % WEBSITES SHARE OF POP.
01 ENGLISH 56.8% 4.9%
02 RUSSIAN 7.6% 2.0%
03 SPANISH 4.6% 6.2%
04 GERMAN 4.1% 1.0%
05 FRENCH 3.3% 1.0%
06 JAPANESE 2.9% 1.7%
07 PORTUGUESE 2.5% 2.9%
08 PERSIAN 2.4% 0.7%
09 TURKISH 2.2% 1.0%
10 ITALIAN 1.5% 0.8%
11 CHINESE 1.4% 16.5%
12 POLISH 1.3% 0.5%
13 VIETNAMESE 1.0% 1.0%
14 DUTCH 0.9% 0.3%
15 ARABIC 0.8% 3.6%
16 KOREAN 0.8% 1.0%
17 CZECH 0.7% 0.1%
18 GREEK 0.7% 0.2%
19 INDONESIAN 0.5% 0.6%
20 HUNGARIAN 0.4% 0.2%
BASED ON THE LANGUAGES USED ON THE WORLD’S TOP 10 MILLION WEBSITES*
MOST COMMON LANGUAGES FOR WEB CONTENT

60
JAN
2020
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. NOTES: QUERIES DENOTED BY (*) DID NOT APPEAR IN THE TOP 20 QUERIES IN 2018. 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 2019 TO Q4 2018.
# SEARCH QUERY INDEX ▲ Y-O-Y # SEARCH QUERY INDEX ▲ Y-O-Y
01 FACEBOOK 100 -19.8%
02 GOOGLE 94 -0.4%
03 YOUTUBE 87 -12.3%
04 YOU 60 [UNCHANGED]
05 WEATHER 50 11.5%
06 NEWS 44 [UNCHANGED]
07 AMAZON 33 11.6%
08 TRANSLATE 29 19.0%
09 INSTAGRAM 27 16.2%
10 GMAIL 25 -2.6%
11 MP3 25 -21.5%
12 HOTMAIL 20 -10.9%
13 MAIL* 20 -4.4%
14 YAHOO 17 -2.2%
15 SAMSUNG* 17 2.2%
16 METEO 16 13.1%
17 WHATSAPP 16 25.7%
18 TRADUCTOR* 15 16.1%
19 TWITTER* 15 16.7%
20 MAPS* 15 -0.7%
THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH THROUGHOUT 2019
GOOGLE SEARCH: TOP WORLDWIDE QUERIES IN 2019

61
JAN
2020
WATCH
ONLINE VIDEOS
WATCH
VLOGS
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE
RADIO STATIONS
LISTEN TO
PODCASTS
90% 51% 70% 47% 41%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH
ONLINE CONTENT ACTIVITIES
global
web
index
global
web
index

62
JAN
2020
88%
83%
81%
81%
76%
75%
75%
75%
74%
73%
72%
72%
71%
69%
69%
69%
69%
67%
65%
64%
63%
62%
61%
60%
60%
60%
59%
58%
57%
56%
56%
55%
54%
54%
52%
51%
50%
46%
43%
39%
35%
28%
23%
MEXICO
BRAZIL
COLOMBIA
ARGENTINA
U.S.A.
IRELAND
DENMARK
SOUTHAFRICA
CHINA
CANADA
SPAIN
NEWZEALAND
AUSTRALIA
PHILIPPINES
SWEDEN
INDIA
U.K.
WORLDWIDE
NETHERLANDS
U.A.E.
POLAND
TURKEY
SAUDIARABIA
ITALY
VIETNAM
ROMANIA
INDONESIA
GERMANY
SINGAPORE
MALAYSIA
AUSTRIA
FRANCE
THAILAND
ISRAEL
BELGIUM
PORTUGAL
SWITZERLAND
HONGKONG
EGYPT
TAIWAN
SOUTHKOREA
JAPAN
RUSSIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA A STREAMING SUBSCRIPTION SERVICE (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
global
web
index

63
JAN
2020
ANY
DEVICE
SMART
PHONE
PC (LAPTOP
OR DESKTOP)
GAMES
CONSOLE
TABLET
COMPUTER
81% 69% 41% 25% 21%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
PLAYING GAMES: DEVICE PERSPECTIVE
global
web
index
global
web
index

64
JAN
2020
01:43
01:33
01:33
01:25
01:24
01:23
01:21
01:14
01:13
01:11
01:10
01:09
01:04
01:00
00:58
00:57
00:56
00:55
00:54
00:54
00:53
00:53
00:53
00:50
00:49
00:48
00:47
00:47
00:47
00:45
00:43
00:42
00:42
00:41
00:41
00:34
00:33
00:32
00:31
00:31
00:30
00:27
00:22
THAILAND
PHILIPPINES
SAUDIARABIA
U.A.E.
CHINA
INDONESIA
INDIA
BRAZIL
MEXICO
EGYPT
WORLDWIDE
U.S.A.
MALAYSIA
VIETNAM
TURKEY
U.K.
FRANCE
HONGKONG
ARGENTINA
SPAIN
CANADA
COLOMBIA
SOUTHAFRICA
AUSTRALIA
ITALY
TAIWAN
IRELAND
ROMANIA
SWEDEN
SINGAPORE
POLAND
GERMANY
NETHERLANDS
BELGIUM
NEWZEALAND
DENMARK
SOUTHKOREA
AUSTRIA
PORTUGAL
SWITZERLAND
RUSSIA
JAPAN
ISRAEL
AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING GAMES CONSOLES
DAILY TIME SPENT USING GAMES CONSOLES
global
web
index

65
JAN
2020
*NOTE: “DLC” STANDS FOR (ADDITIONAL) DOWNLOADABLE CONTENT, OFTEN AVAILABLE VIA IN-APP PURCHASES.
PURCHASED A
GAME ADD-ON
OR PAID FOR DLC*
PLAYED A GAME ON
A CLOUD GAMING OR
STREAMING PLATFORM
SHARED IMAGES
OR VIDEOS OF
OWN GAMEPLAY
WATCHED A LIVE STREAM
OF OTHER PEOPLE
PLAYING GAMES
WATCHED
AN ESPORTS
TOURNAMENT
7.6% 9.9% 12% 20% 14%
PERCENTAGE OF ALL INTERNET USERS AGED 16 TO 64 WHO PARTICIPATED IN EACH GAMING-RELATED ACTIVITY IN THE PAST MONTH
GAMING-RELATED ACTIVITIES
global
web
index
global
web
index

66
JAN
2020
SOURCE: REUTERS INSTITUTE DIGITAL NEWS REPORT (2019 EDITION). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
85%
75%
70%
70%
68%
68%
67%
67%
67%
64%
63%
62%
62%
62%
62%
61%
61%
61%
56%
54%
54%
52%
52%
52%
51%
49%
47%
44%
44%
43%
41%
40%
39%
39%
38%
38%
31%
BRAZIL
PORTUGAL
SOUTHAFRICA
U.K.
MEXICO
SPAIN
U.S.A.
CHILE
FRANCE
MALAYSIA
TURKEY
AUSTRALIA
ARGENTINA
SINGAPORE
ROMANIA
GREECE
CANADA
IRELAND
AVERAGE
TAIWAN
CROATIA
BULGARIA
ITALY
FINLAND
JAPAN
HUNGARY
SWEDEN
BELGIUM
SWITZERLAND
POLAND
CZECHREP.
AUSTRIA
DENMARK
NORWAY
GERMANY
SLOVAKIA
NETHERLANDS
PERCENTAGE OF ADULTS AGED 18+ WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE ON THE INTERNET
CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’

67
JAN
2020
 COMPARABILITY ADVISORY: SOURCE CHANGE. DATA ARE NOT COMPARABLE TO A SIMILAR “DATA PRIVACY CONCERNS” SLIDE IN SOME OF OUR PREVIOUS REPORTS.
80%
79%
79%
79%
73%
71%
71%
70%
69%
67%
67%
67%
66%
66%
66%
65%
65%
64%
63%
63%
63%
62%
62%
61%
61%
61%
60%
60%
60%
59%
59%
59%
59%
58%
58%
56%
55%
54%
50%
50%
47%
40%
40%
COLOMBIA
BRAZIL
MEXICO
PORTUGAL
SPAIN
ARGENTINA
INDIA
ROMANIA
SOUTHAFRICA
IRELAND
MALAYSIA
PHILIPPINES
SINGAPORE
U.S.A.
ISRAEL
HONGKONG
CANADA
WORLDWIDE
EGYPT
TAIWAN
AUSTRALIA
CHINA
U.K.
POLAND
U.A.E.
SAUDIARABIA
RUSSIA
FRANCE
VIETNAM
ITALY
NEWZEALAND
INDONESIA
THAILAND
SWITZERLAND
TURKEY
DENMARK
BELGIUM
GERMANY
NETHERLANDS
AUSTRIA
SWEDEN
SOUTHKOREA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA
CONCERNS ABOUT MISUSE OF PERSONAL DATA
global
web
index

68
JAN
2020
65%
63%
59%
59%
56%
55%
55%
52%
52%
52%
51%
51%
51%
50%
50%
50%
50%
50%
49%
49%
49%
49%
48%
48%
48%
47%
47%
46%
46%
46%
46%
45%
45%
44%
43%
43%
42%
42%
40%
38%
38%
32%
23%
INDONESIA
PHILIPPINES
MALAYSIA
SOUTHAFRICA
INDIA
SAUDIARABIA
TAIWAN
COLOMBIA
PORTUGAL
EGYPT
U.A.E.
ARGENTINA
POLAND
IRELAND
TURKEY
THAILAND
ROMANIA
ISRAEL
NEWZEALAND
GERMANY
SINGAPORE
WORLDWIDE
SPAIN
CHINA
AUSTRIA
U.S.A.
BRAZIL
MEXICO
AUSTRALIA
SWITZERLAND
SWEDEN
CANADA
HONGKONG
FRANCE
VIETNAM
BELGIUM
RUSSIA
U.K.
ITALY
DENMARK
NETHERLANDS
SOUTHKOREA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
USE OF AD BLOCKERS
global
web
index

69
JAN
2020
55%
54%
54%
48%
47%
46%
45%
44%
43%
42%
41%
41%
40%
36%
35%
35%
35%
35%
33%
33%
33%
30%
30%
30%
30%
29%
28%
27%
25%
25%
25%
25%
23%
22%
22%
21%
21%
21%
20%
20%
18%
17%
16%
CHINA
INDONESIA
INDIA
MEXICO
THAILAND
SAUDIARABIA
TURKEY
COLOMBIA
WORLDWIDE
PHILIPPINES
VIETNAM
U.A.E.
TAIWAN
BRAZIL
U.S.A.
ITALY
HONGKONG
SPAIN
MALAYSIA
EGYPT
SOUTHAFRICA
IRELAND
SINGAPORE
CANADA
AUSTRALIA
ARGENTINA
U.K.
NEWZEALAND
FRANCE
ROMANIA
RUSSIA
POLAND
SWEDEN
SOUTHKOREA
BELGIUM
PORTUGAL
SWITZERLAND
GERMANY
AUSTRIA
NETHERLANDS
ISRAEL
DENMARK
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
global
web
index

70
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: IN THIS CONTEXT, “SMART HOME DEVICES” INCLUDE SMART SPEAKERS (E.G. AMAZON ECHO OR APPLE HOMEPOD), SMART UTILITY DEVICES (E.G. REMOTELY CONTROLLED LIGHTS AND
THERMOSTATS), SMART SECURITY SYSTEMS (E.G. REMOTELY CONTROLLED DOORBELLS), OR ‘OTHER’ SMART-HOME DEVICES (AS DETERMINED AT THE SURVEY RESPONDENT’S DISCRETION).
17%
16%
15%
15%
14%
13%
11%
11%
11%
11%
11%
11%
11%
10%
10%
10%
10%
10%
10%
9%
9%
9%
9%
8%
8%
8%
8%
8%
8%
8%
8%
7%
7%
7%
7%
5%
5%
5%
5%
5%
4%
4%
4%
4%
4%
3%
2%
U.K.
U.S.A.
CHINA
CANADA
TURKEY
VIETNAM
SINGAPORE
AUSTRALIA
COLOMBIA
DENMARK
WORLDWIDE
INDIA
IRELAND
BELGIUM
MEXICO
ARGENTINA
SOUTHKOREA
HONGKONG
ISRAEL
SWEDEN
AUSTRIA
FRANCE
GERMANY
MALAYSIA
U.A.E.
ITALY
ROMANIA
INDONESIA
NETHERLANDS
POLAND
SPAIN
TAIWAN
NEWZEALAND
SAUDIARABIA
SWITZERLAND
SOUTHAFRICA
GHANA
EGYPT
KENYA
NIGERIA
BRAZIL
PHILIPPINES
MOROCCO
THAILAND
JAPAN
PORTUGAL
RUSSIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE*
SMART HOME DEVICE OWNERSHIP
global
web
index

71
JAN
2020
SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JANUARY 2020). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2019, IN U.S. DOLLARS.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: THE “CONTROL AND CONNECTIVITY” SEGMENT INCLUDES HUBS AND INTERFACES FOR “INTELLIGENT HOME
NETWORKS” (E.G. SMART SPEAKERS, CENTRAL CONTROL UNITS, SMART PLUGS, ETC.).
VALUE OF SMART HOME
SECURITY DEVICE MARKET
VALUE OF SMART HOME
ENTERTAINMENT DEVICE MARKET
VALUE OF SMART HOME
COMFORT & LIGHTING MARKET
VALUE OF SMART HOME
ENERGY MANAGEMENT MARKET
NUMBER OF HOMES WITH
SMART HOME DEVICES
TOTAL ANNUAL VALUE OF
SMART HOME DEVICES MARKET
VALUE OF SMART HOME CONTROL
& CONNECTIVITY DEVICE MARKET*
VALUE OF SMART HOME
APPLIANCES MARKET
$15.93 $10.47 $7.34 $5.84
134.1 $73.72 $17.16 $16.97
MILLION BILLION BILLION BILLION
VALUE OF THE GLOBAL MARKET FOR SMART HOME DEVICES, WITH VALUE BY DEVICE SUB-CATEGORY (IN U.S. DOLLARS)
OVERVIEW OF THE SMART HOME DEVICE MARKET

72
JAN
2020
SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JANUARY 2020). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUE FOR 2019, IN U.S. DOLLARS.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: IN THIS CONTEXT, “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES, AND
“ARPU” REFERS TO AVERAGE REVENUE PER HOME WITH A SMART DEVICE.
ARPU*: SMART HOME
SECURITY DEVICES
ARPU*: SMART HOME
ENTERTAINMENT DEVICES
ARPU*: SMART HOME
COMFORT & LIGHTING
ARPU*: SMART HOME
ENERGY MANAGEMENT
PENETRATION OF
SMART HOME DEVICES*
ARPU*: COMBINED SPEND ON
ALL SMART HOME DEVICES
ARPU*: SMART HOME CONTROL
& CONNECTIVITY DEVICES
ARPU*: SMART
HOME APPLIANCES
$238 $112 $81 $85
7.2% $550 $137 $286
AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (IN U.S. DOLLARS)
AVERAGE ANNUAL REVENUE PER SMART HOME

73
JAN
2020
SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JANUARY 2020). GROWTH FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ESTIMATES OF FULL-YEAR
REVENUE FOR 2019 COMPARED TO 2018. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: “PENETRATION” REFERES TO THE NUMBER OF HOMES WITH SMART
HOME DEVICES. “Y-O-Y VALUE CHANGE” FIGURES REFER TO THE YEAR-ON-YEAR CHANGE IN REVENUE.
Y-O-Y VALUE CHANGE: SMART
HOME SECURITY DEVICE MARKET
Y-O-Y VALUE CHANGE: SMART HOME
ENTERTAINMENT DEVICE MARKET
COMFORT & LIGHTING MARKET
ENERGY MANAGEMENT MARKET
ANNUAL CHANGE IN
SMART HOME PENETRATION*
Y-O-Y VALUE CHANGE: OVERALL
SMART HOME DEVICES MARKET
CONTROL & CONNECTIVITY MARKET
Y-O-Y VALUE CHANGE: SMART
HOME APPLIANCES MARKET
+26% +21% +29% +29%
+33% +28% +31% +32%
YEAR-ON-YEAR CHANGE IN THE SIZE AND VALUE OF THE SMART HOME MARKET, WITH DETAIL BY SUB-CATEGORY
SMART HOME MARKET: ANNUAL VALUE GROWTH

74
Click here for more Hootsuite insights into the Future of Customer Engagement.
Spectrum Health: To encourage advocacy among its
31,000 employees, Spectrum Health created a structure
within its social strategy that gave employees trusted
content they felt empowered to share. By building out
digital skill sets internally, Spectrum employees have
become confident advocates, providing a better customer
experience in the health care sector. Watch here.
BUILDING CONFIDENCE ENABLING CONVENIENCE
Sodexo: Amid privacy concerns
and the rise of private messaging
channels, Sodexo uses the power
of 1:1 connection and peer-to-
peer trust on social media to create
meaningful relationships with
students on campus. Watch here.
PROVIDING CONNECTION
Adobe: Experiences matter more
than products for today’s consumers.
To meet these high expectations and
provide a unified customer experience,
Adobe builds a 360-degree view of the
customer through social data and insights
across the entire company. Watch here.
HOOTSUITE’S PERSPECTIVE: BEST-IN-CLASS EXAMPLES

75
People have often been forced to engage
with cultural interests in isolation, but that
doesn’t reflect the way they consume. Tastes
are flexible and multifaceted. And driven by
openness to collaboration among brands
and platforms, cultural convergence is
more far reaching than ever.
In 2020, brands will look to reflect
people’s relationship with culture
in flexible and adaptive ways
CULTURAL CROSSFIT
People want control over their digital
footprints, looking to hide from brands,
platforms, and even their outer circles, by
moving into more intimate social spaces.
With tools like Instagram ‘Close Friends’
and Facebook Groups gaining traction, the
public feed feels less important than ever.
In 2020, brands will participate
in more intimate conversations
with their core customers
OVERT PRIVACY
Avatars were once exclusive to gamer
communities. But digital versions of ourselves
are now commonplace internet-wide. Whether
the iOS Memoji Keyboard, Facebook Horizon,
Instagram’s AR filters, Fortnite or VR chat,
people will increasingly be creating and
customising avatars across platforms.
In 2020, brands will engage
with people’s digital avatars in
more meaningful ways
VIRTUAL SELVES
SHIFTS IMPACTING OUR ONLINE BEHAVIOUR
WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2020

77
JAN
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR
(ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES.
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS
SOCIAL MEDIA
PENETRATION (USERS
vs. TOTAL POPULATION*)
ANNUAL GROWTH IN
THE TOTAL NUMBER OF
SOCIAL MEDIA USERS
TOTAL NUMBER OF SOCIAL
MEDIA USERS ACCESSING
VIA MOBILE PHONES
PERCENTAGE OF TOTAL
SOCIAL MEDIA USERS
ACCESSING VIA MOBILE
3.80 49% +9.2% 3.75 99%
BILLION BILLION
BASED ON THE NUMBER OF MONTHLY ACTIVE USERS OF TOP SOCIAL MEDIA PLATFORMS IN EACH COUNTRY OR TERRITORY
SOCIAL MEDIA USE AROUND THE WORLD
global
web
index

OCEANIA
SOUTHEASTERN
ASIA
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
78
JAN
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL
LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
57%
63%
71%
27%
22%
56%
36%
8%
6%
13%
39%
49%
59%54%
67%
67%
51%64%
69%
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS IN EACH REGION COMPARED TO TOTAL POPULATION, REGARDLESS OF AGE
SOCIAL MEDIA USE vs. TOTAL POPULATION BY REGION

OCEANIA
SOUTHEASTERN
ASIA
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
79
JAN
2020
LATEST DATA AVAILABLE IN JANUARY 2020). NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. *NOTE: WE HAVE BEEN UNABLE TO RE-BASE HISTORICAL USER NUMBERS FROM BEFORE APRIL 2019.
+4.9%
+7.7%
+1.7%
+38%
+31%
+6.5%
+18%
+12%
+18%
+12%
+9.6%
+3.1%
+5.1%+5.8%
+3.3%
+8.0%
+11%+6.8%
+3.1%
CHANGE IN THE TOTAL NUMBER OF PEOPLE USING SOCIAL MEDIA BETWEEN APRIL 2019 AND JANUARY 2020*
GROWTH IN SOCIAL MEDIA USER NUMBERS BY REGION

80
JAN
2020
2,078
2,307
2,796
3,196
3,484
3,805
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR;
TECHRASA; NIKI AGHAEI; ARAB SOCIAL MEDIA REPORT; ROSE.RU (ALL LATEST DATA AVAILABLE IN JANUARY 2020).  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
2015 2016 2017 2018 2019 2020
+11% +21% +14% +9.0% +9.2%
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS BY YEAR, WITH YEAR-ON-YEAR CHANGE
SOCIAL MEDIA USER NUMBERS OVER TIME

81
JAN
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR
(ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES.
99%
88%
87%
81%
79%
78%
76%
75%
75%
73%
72%
72%
71%
71%
70%
70%
69%
69%
69%
67%
67%
67%
66%
66%
65%
65%
65%
64%
64%
62%
60%
59%
58%
57%
52%
50%
50%
49%
49%
48%
45%
41%
37%
29%
20%
17%
13%
U.A.E.
TAIWAN
SOUTHKOREA
MALAYSIA
SINGAPORE
HONGKONG
ARGENTINA
NEWZEALAND
THAILAND
SWEDEN
SAUDIARABIA
CHINA
AUSTRALIA
DENMARK
ISRAEL
U.S.A.
MEXICO
COLOMBIA
PORTUGAL
VIETNAM
PHILIPPINES
CANADA
U.K.
BRAZIL
IRELAND
BELGIUM
JAPAN
TURKEY
NETHERLANDS
SPAIN
FRANCE
INDONESIA
ITALY
ROMANIA
SWITZERLAND
POLAND
AUSTRIA
WORLDWIDE
MOROCCO
RUSSIA
GERMANY
EGYPT
SOUTHAFRICA
INDIA
GHANA
KENYA
NIGERIA
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS COMPARED TO TOTAL POPULATION, REGARDLESS OF AGE
SOCIAL MEDIA PENETRATION

82
JAN
2020
LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: FIGURES DENOTED BY (*) HAVE BEEN CAPPED AT 99% OF THE TOTAL POPULATION. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH
POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
LOWEST LEVELS OF SOCIAL MEDIA PENETRATIONHIGHEST LEVELS OF SOCIAL MEDIA PENETRATION
# LOWEST PENETRATION % № OF USERS# HIGHEST PENETRATION % № OF USERS
213 NORTH KOREA 0.0% [N/A]
212 ERITREA 0.6% 22,000
211 SUDAN 0.7% 300,000
210 TURKMENISTAN 1.2% 72,000
209 CHAD 2.0% 330,000
208 NIGER 2.1% 490,000
207 CENTRAL AFRICAN REP. 2.5% 120,000
206 SOUTH SUDAN 2.5% 280,000
205 MALAWI 2.7% 510,000
204 DEM. REP. OF THE CONGO 3.5% 3,100,000
01= KUWAIT 99% 4,200,000*
01= QATAR 99% 2,830,000*
01= U.A.E. 99% 9,730,000*
04 BRUNEI 94% 410,000
05 MALTA 91% 400,000
06 ARUBA 90% 96,000
07 CAYMAN IS. 89% 58,000
08 TAIWAN 88% 21,000,000
09 SOUTH KOREA 87% 44,731,000
10 BAHRAIN 84% 1,400,000
COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF OVERALL SOCIAL MEDIA USE (REGARDLESS OF AGE)
SOCIAL MEDIA PENETRATION RANKINGS

OCEANIA
SOUTHEASTERN
ASIA
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
83
JAN
2020
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND
U.S. CENSUS BUREAU. *NOTES: FIGURES COMPARE THE TOTAL NUMBER OF SOCIAL MEDIA USERS TO POPULATIONS AGED 13 AND ABOVE. REGIONS AS DEFINED BY THE UNITED NATIONS
GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
71%
80%
84%
36%
30%
74%
49%
13%
10%
21%
55%
57%
66%62%
79%
83%
64%84%
82%
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS IN EACH REGION COMPARED TO POPULATION AGED 13+
SOCIAL MEDIA USE BY ELIGIBLE AUDIENCES

84
JAN
2020
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020), COMPARED TO POPULATION DATA
FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU. *ADVISORY: TECHNICALLY, IT IS NOT POSSIBLE FOR THESE PERCENTAGES TO EXCEED 100%, BUT WE HAVE OPTED TO REPORT
PLATFORMS’ PUBLISHED DATA AS-IS TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
114%*
102%*
99%
98%
96%
93%
93%
91%
90%
90%
88%
87%
87%
86%
86%
85%
85%
84%
83%
82%
81%
81%
80%
79%
77%
77%
76%
76%
74%
73%
71%
71%
66%
65%
64%
63%
60%
59%
58%
57%
57%
52%
50%
38%
29%
25%
22%
U.A.E.
MALAYSIA
TAIWAN
SOUTHKOREA
ARGENTINA
SAUDIARABIA
ISRAEL
PHILIPPINES
NEWZEALAND
MEXICO
SINGAPORE
HONGKONG
THAILAND
SWEDEN
COLOMBIA
AUSTRALIA
CHINA
VIETNAM
U.S.A.
DENMARK
TURKEY
BRAZIL
IRELAND
U.K.
PORTUGAL
CANADA
BELGIUM
INDONESIA
NETHERLANDS
JAPAN
SPAIN
FRANCE
ROMANIA
ITALY
MOROCCO
WORLDWIDE
SWITZERLAND
EGYPT
POLAND
AUSTRIA
RUSSIA
GERMANY
SOUTHAFRICA
INDIA
GHANA
KENYA
NIGERIA
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS COMPARED TO POPULATION AGED 13+
SOCIAL MEDIA USE BY ELIGIBLE AUDIENCES

85
JAN
2020
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND
U.S. CENSUS BUREAU. COUNTRIES / TERRITORIES WITH POPULATIONS OF 50,000+ PEOPLE ONLY. *ADVISORY: TECHNICALLY, IT IS NOT POSSIBLE FOR THESE PERCENTAGES TO EXCEED 100%,
BUT WE HAVE OPTED TO REPORT PLATFORMS’ PUBLISHED DATA AS-IS TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATIONS AGED 13+HIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATIONS AGED 13+
# LOWEST ELIGIBLE USE RATE % 13+ TOTAL USERS# HIGHEST ELIGIBLE USE RATE % 13+ TOTAL USERS
213 NORTH KOREA 0.0% [N/A]
212 ERITREA 1.0% 22,000
211 SUDAN 1.1% 300,000
210 TURKMENISTAN 1.7% 72,000
209 CHAD 3.5% 330,000
208 NIGER 3.7% 490,000
207 SOUTH SUDAN 4.0% 280,000
206 CENTRAL AFRICAN REP. 4.1% 120,000
205 MALAWI 4.4% 510,000
204 DEM. REP. OF CONGO 6.0% 3,100,000
01 KUWAIT 122%* 4,200,000
02 BRUNEI 117%* 410,000
03 U.A.E. 114%* 9,730,000
04 QATAR 113%* 2,830,000
05 ARUBA 106%* 96,000
06 GUAM 105%* 140,000
07 MALTA 104%* 400,000
08 MALAYSIA 102%* 26,000,000
09 BAHRAIN 100% 1,400,000
10 TAIWAN 99% 21,000,000
COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE AMONGST POPULATIONS AGED 13+
RANKING OF SOCIAL MEDIA USE BY ELIGIBLE AUDIENCES

86
JAN
2020
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020).
*NOTES: FACEBOOK REVISED THEIR REPORTING METHODOLOGY IN MARCH 2019, AND WE HAVE BEEN UNABLE TO REBASE HISTORICAL DATA FROM BEFORE APRIL 2019.
ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
# HIGHEST RELATIVE GROWTH ▲% ▲ USERS# HIGHEST RELATIVE GROWTH ▲% ▲ USERS
11 KYRGYZSTAN +33% +620,000
12 KIRIBATI +31% +10,000
13 EQUATORIAL GUINEA +31% +24,000
14 LESOTHO +29% +97,000
15 DEM. REP. OF THE CONGO +28% +680,000
16 UGANDA +27% +530,000
17 KAZAKHSTAN +26% +1,900,000
18 SOUTH SUDAN +26% +57,000
19 COMOROS +23% +32,000
20 BURUNDI +22% +96,000
01 CHAD +252% +240,000
03 TURKMENISTAN +68% +29,000
04 FED. STATES OF MICRONESIA +58% +13,000
05 TAJIKISTAN +49% +220,000
06 INDIA +48% +130,000,000
07 UZBEKISTAN +44% +970,000
08 IRAN +39% +9,400,000
09 BURKINA FASO +35% +410,000
10 MALAWI +34% +130,000
COUNTRIES AND TERRITORIES* WITH THE HIGHEST PERCENTAGE CHANGE IN SOCIAL MEDIA USERS (JAN 2020 vs. APR 2019*)
SOCIAL MEDIA GROWTH RANKINGS: RELATIVE CHANGE

87
JAN
2020
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: FACEBOOK
REVISED THEIR REPORTING METHODOLOGY IN MARCH 2019, AND WE HAVE BEEN UNABLE TO REBASE HISTORICAL DATA FROM BEFORE APRIL 2019. ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “▲ USERS” COLUMN HAVE BEEN ROUNDED.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
# LARGEST ABSOLUTE GROWTH ▲ USERS ▲%# LARGEST ABSOLUTE GROWTH ▲ USERS ▲%
11 NIGERIA +3,400,000 +14%
12 COLOMBIA +3,400,000 +11%
13 JAPAN +3,000,000 +3.8%
14 BANGLADESH +3,000,000 +9.1%
15 EGYPT +2,900,000 +7.3%
16 ALGERIA +2,400,000 +12%
17 PAKISTAN +2,400,000 +7.0%
18 THAILAND +2,300,000 +4.7%
19 GERMANY +2,300,000 +6.5%
20 ARGENTINA +2,200,000 +6.9%
01 INDIA +130,000,000 +48%
02 CHINA +15,000,000 +1.5%
03 INDONESIA +12,000,000 +8.1%
04 BRAZIL +11,000,000 +8.2%
05 IRAN +9,400,000 +39%
06 U.S.A. +6,900,000 +3.1%
07 PHILIPPINES +5,800,000 +8.6%
08 VIETNAM +5,700,000 +9.6%
09 MEXICO +5,300,000 +6.3%
10 SOUTH AFRICA +3,500,000 +19%
COUNTRIES AND TERRITORIES* WITH THE LARGEST CHANGE IN THE ABSOLUTE NUMBER OF SOCIAL MEDIA USERS (JAN 2020 vs. APR 2019*)
SOCIAL MEDIA GROWTH RANKINGS: ABSOLUTE CHANGE

OCEANIA
SOUTHEASTERN
ASIA
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
88
JAN
2020
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; KEPIOS ANALYSIS (ALL LATEST DATA AVAILABLE IN JANUARY 2020). DATA FOR CHINA BASED ON SHARE OF
TOTAL INTERNET USERS. *NOTE: MANY SOCIAL MEDIA PLATFORMS DO NOT REPORT USER DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE, SO PERCENTAGES ON THIS CHART ARE ONLY
REFLECTIVE OF THOSE GENDERS’ RESPECTIVE SHARE OF THE COMBINED TOTAL OF FEMALE AND MALE USERS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
MALE (GLOBAL AVERAGE: 55%)
FEMALE (GLOBAL AVERAGE: 45%)
48
52
52
76
53
46
65
61
50
61
64
63
51
47
51
48
4950
48
52
48
48
24
47
54
35
39
50
39
36
37
49
53
49
52
5150
52
FEMALE AND MALE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE SOCIAL MEDIA USERS*, BY REGION
SHARE OF SOCIAL MEDIA USERS BY GENDER

89
JAN
2020
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020); GLOBALWEBINDEX
(Q3 2019). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. GENDER DEFINITIONS AND ATTRIBUTION AS PER DATA IN SOCIAL MEDIA
PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS, MOST OF WHICH ONLY INCLUDE DATA FOR BINARY ‘MALE’ OR ‘FEMALE’.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
# HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS
COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEWCOUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW
01 BELARUS 58% 1,900,000
02 UKRAINE 57% 11,000,000
03 U.S. VIRGIN IS. 56% 14,000
04 VENEZUELA 56% 6,700,000
05 KAZAKHSTAN 56% 5,300,000
06 FED. STATES OF MICRONESIA 56% 20,000
07 MOLDOVA 55% 770,000
08 HONG KONG 55% 3,100,000
09 LATVIA 55% 570,000
10 CURAÇAO 55% 68,000
01 YEMEN 85% 2,200,000
02 AFGHANISTAN 84% 3,000,000
03 CHAD 82% 270,000
04 NIGER 81% 400,000
05 PAKISTAN 79% 29,000,000
06 TAJIKISTAN 79% 520,000
07 SOUTH SUDAN 78% 220,000
08 INDIA 76% 305,000,000
09= MALI 74% 1,200,000
09= QATAR 74% 2,200,000
SOCIAL MEDIA GENDER COMPARISON RANKINGS
COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF SOCIAL MEDIA USERS BY GENDER*

90
JAN
2020
*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
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
97% 87% 2H 24M 8.6 43%
PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
SOCIAL MEDIA BEHAVIOURS
global
web
index
global
web
index

91
JAN
2020
1H 44M
1H 51M
2H 08M
2H 14M
2H 22M 2H 24M
Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019
+6.7% +15% +4.7% +6.0% +1.4%
EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA VIA ANY DEVICE
EVOLUTION IN THE DAILY TIME SPENT ON SOCIAL MEDIA
global
web
index

92
JAN
2020
03:53
03:45
03:31
03:30
03:26
03:25
03:23
03:11
03:10
03:02
03:01
02:57
02:57
02:55
02:51
02:45
02:26
02:25
02:24
02:24
02:22
02:13
02:12
02:08
02:04
02:03
02:02
02:00
02:00
01:57
01:57
01:51
01:49
01:49
01:48
01:45
01:44
01:42
01:42
01:36
01:33
01:20
01:19
01:19
01:18
01:13
00:45
PHILIPPINES
COLOMBIA
BRAZIL
NIGERIA
INDONESIA
MEXICO
KENYA
ARGENTINA
SOUTHAFRICA
SAUDIARABIA
GHANA
EGYPT
U.A.E.
THAILAND
TURKEY
MALAYSIA
RUSSIA
MOROCCO
INDIA
WORLDWIDE
VIETNAM
ROMANIA
CHINA
SINGAPORE
PORTUGAL
U.S.A.
ISRAEL
POLAND
TAIWAN
HONGKONG
ITALY
SPAIN
CANADA
IRELAND
SWEDEN
NEWZEALAND
AUSTRALIA
FRANCE
U.K.
BELGIUM
DENMARK
AUSTRIA
GERMANY
NETHERLANDS
SWITZERLAND
SOUTHKOREA
JAPAN
AVERAGE DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA ON ANY DEVICE
DAILY TIME SPENT USING SOCIAL MEDIA
global
web
index

93
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE
ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS.
10.5
10.3
10.1
10.1
10.0
9.9
9.7
9.6
9.6
9.4
9.3
9.1
9.1
8.9
8.9
8.8
8.8
8.6
8.6
8.5
8.4
8.4
8.2
8.1
7.8
7.8
7.3
7.3
7.2
7.2
7.1
6.9
6.9
6.9
6.8
6.8
6.8
6.8
6.7
6.6
6.5
6.5
6.3
6.1
5.9
5.5
3.4
U.A.E.
INDIA
INDONESIA
THAILAND
MEXICO
PHILIPPINES
MALAYSIA
COLOMBIA
EGYPT
BRAZIL
CHINA
ROMANIA
TURKEY
SAUDIARABIA
VIETNAM
HONGKONG
SINGAPORE
PORTUGAL
WORLDWIDE
ARGENTINA
SPAIN
TAIWAN
SOUTHAFRICA
POLAND
IRELAND
ITALY
KENYA
SWEDEN
NIGERIA
RUSSIA
NEWZEALAND
BELGIUM
CANADA
U.S.A.
DENMARK
FRANCE
NETHERLANDS
U.K.
AUSTRALIA
SWITZERLAND
AUSTRIA
ISRAEL
GHANA
SOUTHKOREA
GERMANY
MOROCCO
JAPAN
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)
AVERAGE NUMBER OF SOCIAL ACCOUNTS PER PERSON
global
web
index

94
JAN
2020
65%
63%
61%
60%
58%
57%
54%
51%
50%
50%
50%
50%
47%
45%
45%
45%
44%
43%
40%
38%
37%
37%
36%
35%
35%
35%
34%
34%
33%
33%
32%
31%
31%
30%
30%
28%
27%
27%
26%
26%
18%
15%
13%
INDONESIA
COLOMBIA
SOUTHAFRICA
PHILIPPINES
VIETNAM
MALAYSIA
THAILAND
BRAZIL
EGYPT
ARGENTINA
MEXICO
SAUDIARABIA
INDIA
CHINA
U.A.E.
PORTUGAL
TURKEY
WORLDWIDE
SINGAPORE
IRELAND
ROMANIA
RUSSIA
SWITZERLAND
HONGKONG
SPAIN
TAIWAN
DENMARK
SWEDEN
AUSTRIA
NEWZEALAND
POLAND
ITALY
CANADA
BELGIUM
AUSTRALIA
NETHERLANDS
U.K.
U.S.A.
FRANCE
GERMANY
SOUTHKOREA
JAPAN
ISRAEL
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
global
web
index

95
JAN
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS
IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS. PLATFORMS IDENTIFIED BY (**) DO NOT PUBLISH MAU DATA. FIGURES FOR TWITTER AND SNAPCHAT
USE EACH PLATFORM’S LATEST ADVERTISING AUDIENCE REACH, AS REPORTED IN EACH PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).
DATA UPDATED TO:
25 JANUARY 2020
FACEBOOK
YOUTUBE
WHATSAPP*
FB MESSENGER*
WEIXIN / WECHAT
INSTAGRAM*
DOUYIN / TIKTOK
QQ
QZONE
SINA WEIBO
REDDIT
SNAPCHAT**
TWITTER**
PINTEREST
KUAISHOU
2,449
2,000
1,600
1,300
1,151
1,000
800
731
517
497
430
382
340
322
316
BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, ADVERTISING AUDIENCES, OR UNIQUE MONTHLY VISITORS (IN MILLIONS)
THE WORLD’S MOST-USED SOCIAL PLATFORMS

96
JAN
2020
SOURCE: SIMILARWEB (JANUARY 2020). *NOTES: RANKINGS ARE BASED ON MESSENGER APPS WITH THE HIGHEST NUMBER OF AVERAGE DAILY ANDROID APP USERS IN EACH RESPECTIVE
COUNTRY OR TERRITORY DURING DECEMBER 2019. FIGURES IN PARENTHESES IN THE LEGEND DENOTE THE NUMBER OF COUNTRIES OR TERRITORIES IN WHICH EACH APP IS THE TOP-RANKED
MESSENGER. FIGURE FOR FACEBOOK MESSENGER INCLUDES MESSENGER LITE.
WHATSAPP (138)
FACEBOOK MESSENGER (74)
VIBER (7)
IMO (3)
WECHAT (2)
LINE (3)
SKYPE (2)
KAKAOTALK (1)
UNKNOWN (14)
PLUS MESSENGER (1)
THE MOST ACTIVE MESSENGER APP* IN EACH COUNTRY OR TERRITORY IN DECEMBER 2019
TOP MESSENGER APPS AROUND THE WORLD

97
Being a creator has lost its lo-fi sheen;
many lifestyle influencers lead unrelatable
lives, while celebrity ‘creators’ like Will
Smith are blowing up on platforms like
YouTube and TikTok. As a result, there’s
a growing backlash against influencer
culture and the metrics that drive it.
In 2020, brands will look beyond
likes, followers and reach to
generate genuine engagement
BAD INFLUENCE
Audiences are increasingly willing to invest
time and attention in content and narratives
they deem to have a higher value. This
isn’t about a shift back to traditional
media. It’s about longer, more complex
content designed to be consumed
in-platform and on smaller screens.
In 2020, brands will tell
more complex stories across
multiple touchpoints on social
RUNNING COMMENTARY
The internet has long been a wild west
where intellectual property is barely there.
But in a maturing digital frontier, creators
have grown dedicated audiences who
not only see value in their content, but
recognise their style anywhere. As a result,
communities are rallying to protect creators.
In 2020, brands will take greater
steps to ensure they’re being
respectful of digital communities
ADDED VALUE
SHIFTS IN HOW PEOPLE BEHAVE AND INTERACT ON SOCIAL
WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2020

98
Click here to read our full Social Media Trends 2020 report.
Though the rise of private
messaging is important,
public social media feeds
remain a critical space
for brand discovery and
customer acquisition. The
key is creating a seamless
experience across both
worlds while balancing
automation and human
connection.
Employees expect their
organizations to lead the
way in making the world
a better place. Progressive
organizations are amplifying
their company purpose with
employee advocacy on
social media, putting to work
the inextricable link between
employee and customer
experience.
Only time will tell if
the TikTok hype will
last, but its popularity
tells us a lot about the
future of social content.
Marketers should use
these insights to adapt
their strategies on
established networks
for the next generation
on social.
Social marketers are
facing increasing
pressure to expand the
scope of their work.
Leading teams are
building out holistic skill
sets that can drive both
short-term conversions
and long-term strategies
to build brand equity
and differentiation.
ROI and measurement
continue to be a challenge,
but our analysis found
that high-performing
organizations follow three
key best practices: uniting
social data with other
data for a holistic view,
omnichannel integration, and
using established attribution
models from other channels.
BRANDS BALANCE
PUBLIC AND PRIVATE
ENGAGEMENT
EMPLOYERS TAKE
CENTER STAGE IN
A DIVIDED WORLD
TIKTOK
SHAKES UP
THE STATUS QUO
SOCIAL MARKETING
AND PERFORMANCE
MARKETING COLLIDE
THE SOCIAL
PROOF GAP
CLOSES
HOOTSUITE’S PERSPECTIVE: SOCIAL MEDIA TRENDS

99
JOB APPLICATIONS SOCIAL MEDIA ENGAGEMENTADVERTISING PERFORMANCE
Over 5,500 new conversations
generated via the chatbot
200% higher click-through rate compared to
previous advertising efforts around the tournament
74% increase in entry-
level applications
Click here to find more examples in our full Social Media Trends 2020 report.
Leading hedge fund Citadel used public social feeds to raise awareness about the Data Open, a tournament aimed at recruiting bright young
minds. On private channels, they helped students connect with each other and get career advice. They also built a Messenger chatbot that
challenged students to solve complex math problems—those who could beat the bot got their resumes sent to the front of the line for consideration.
HOOTSUITE’S PERSPECTIVE: BEST-IN-CLASS EXAMPLES

101
JAN
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ACCESSED JANUARY 2020). 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.  COMPARABILITY ADVISORY: BASE CHANGES. NOTE THAT DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS.
NUMBER OF PEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON FACEBOOK
SHARE OF POPULATION
AGED 13+ THAT MARKETERS
CAN REACH WITH
ADVERTS ON FACEBOOK
QUARTER-ON-
QUARTER CHANGE
IN FACEBOOK’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*
1.95 32% +1.0% 44% 56%
BILLION
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
FACEBOOK AUDIENCE OVERVIEW

102
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ
01 INDIA 260,000,000 -3.7% -10,000,000
02 U.S.A. 180,000,000 0% [UNCHANGED]
03 INDONESIA 130,000,000 +8.3% +10,000,000
04 BRAZIL 120,000,000 0% [UNCHANGED]
05 MEXICO 84,000,000 +2.4% +2,000,000
06 PHILIPPINES 70,000,000 +2.9% +2,000,000
07 VIETNAM 61,000,000 +1.7% +1,000,000
08 THAILAND 47,000,000 0% [UNCHANGED]
09 EGYPT 38,000,000 +2.7% +1,000,000
10= TURKEY 37,000,000 0% [UNCHANGED]
10= U.K. 37,000,000 0% [UNCHANGED]
12 BANGLADESH 34,000,000 +6.3% +2,000,000
13 PAKISTAN 33,000,000 +3.1% +1,000,000
14 COLOMBIA 32,000,000 0% [UNCHANGED]
15 FRANCE 31,000,000 0% [UNCHANGED]
16= ARGENTINA 29,000,000 0% [UNCHANGED]
16= ITALY 29,000,000 0% [UNCHANGED]
18 GERMANY 28,000,000 0% [UNCHANGED]
19 NIGERIA 24,000,000 +4.3% +1,000,000
20= MALAYSIA 22,000,000 0% [UNCHANGED]
20= PERU 22,000,000 0% [UNCHANGED]
22= CANADA 21,000,000 0% [UNCHANGED]
22= MYANMAR 21,000,000 +5.0% [UNCHANGED]
22= SPAIN 21,000,000 -4.5% [UNCHANGED]
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL FACEBOOK ADVERTISING REACH
FACEBOOK REACH RANKINGS

103
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU.  COMPARABILITY ADVISORY: BASE CHANGES.
95%
87%
86%
85%
82%
80%
79%
79%
78%
75%
74%
73%
72%
71%
71%
70%
69%
66%
66%
65%
65%
65%
65%
62%
59%
59%
57%
56%
56%
54%
54%
51%
49%
48%
45%
45%
45%
38%
32%
28%
25%
24%
23%
19%
16%
7%
U.A.E.
PHILIPPINES
MALAYSIA
MEXICO
ARGENTINA
TAIWAN
VIETNAM
THAILAND
COLOMBIA
NEWZEALAND
DENMARK
ISRAEL
HONGKONG
AUSTRALIA
SINGAPORE
SWEDEN
BRAZIL
PORTUGAL
BELGIUM
U.S.A.
CANADA
IRELAND
U.K.
INDONESIA
NETHERLANDS
ROMANIA
MOROCCO
FRANCE
TURKEY
ITALY
EGYPT
SPAIN
POLAND
SAUDIARABIA
SOUTHAFRICA
SWITZERLAND
AUSTRIA
GERMANY
WORLDWIDE
SOUTHKOREA
GHANA
INDIA
KENYA
NIGERIA
JAPAN
RUSSIA
TOTAL POTENTIAL FACEBOOK ADVERTISING REACH COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE: FACEBOOK

104
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ
01 ARUBA 96% 87,000 +1.2%
02 QATAR 96% 2,400,000 0%
03 U.A.E. 95% 8,100,000 +5.2%
04 MALTA 93% 360,000 0%
05 LIBYA 93% 4,800,000 +4.3%
06 SAMOA 91% 120,000 0%
07 TONGA 90% 66,000 +1.5%
08 ECUADOR 90% 12,000,000 +9.1%
09 MONGOLIA 90% 2,100,000 +5.0%
10 BRUNEI 89% 310,000 0%
11 ICELAND 88% 250,000 -3.8%
12 PHILIPPINES 87% 70,000,000 +2.9%
13 MALAYSIA 86% 22,000,000 0%
14 PERU 86% 22,000,000 0%
15 MEXICO 85% 84,000,000 +2.4%
16 CYPRUS 84% 870,000 +2.4%
17 SEYCHELLES 84% 65,000 0%
18 BOLIVIA 83% 7,100,000 +2.9%
19 GUAM 83% 110,000 0%
20 ARGENTINA 82% 29,000,000 0%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL FACEBOOK ADVERTISING REACH COMPARED TO POPULATION AGED 13+
FACEBOOK ELIGIBLE AUDIENCE REACH RATE RANKING

105
JAN
2020
1,350
1,545
1,788
2,072
2,271
2,449
SOURCE: FACEBOOK EARNINGS ANNOUNCEMENTS (ACCESSED JANUARY 2020). NOTE: THESE FIGURES REFER TO TOTAL MONTHLY ACTIVE FACEBOOK USERS, AND WILL NOT MATCH THE
FACEBOOK ADVERTISING AUDIENCE FIGURES THAT WE REFERENCE ELSEWHERE IN THIS REPORT.
Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019
+14% +16% +16% +9.6% +7.8%
THE LATEST REPORTED NUMBER OF MONTHLY ACTIVE FACEBOOK USERS AT THE START OF EACH YEAR, WITH ASSOCIATED YEAR-ON-YEAR CHANGE
FACEBOOK’S MONTHLY ACTIVE USERS OVER TIME

106
JAN
2020
# RELATIVE INCREASE ▲% ▲ USERS# ABSOLUTE INCREASE ▲ USERS ▲%
COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE INCREASESCOUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE INCREASES
02 CHAD +19% +50,000
03 UZBEKISTAN +17% +160,000
04 ETHIOPIA +15% +800,000
05= BURKINA FASO +14% +200,000
05= TAJIKISTAN +14% +30,000
07= ESWATINI +14% +30,000
07= RWANDA +14% +60,000
09 SOUTH SUDAN +13% +30,000
10 SOUTH AFRICA +11% +2,000,000
01 INDONESIA +10,000,000 +8.3%
02= BANGLADESH +2,000,000 +6.3%
02= MEXICO +2,000,000 +2.4%
02= PHILIPPINES +2,000,000 +2.9%
02= SOUTH AFRICA +2,000,000 +11%
06= ECUADOR +1,000,000 +9.1%
06= EGYPT +1,000,000 +2.7%
06= MYANMAR +1,000,000 +5.0%
06= NIGERIA +1,000,000 +4.3%
06= PAKISTAN +1,000,000 +3.1%
06= SAUDI ARABIA +1,000,000 +8.3%
06= VIETNAM +1,000,000 +1.7%
COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER INCREASES IN POTENTIAL FACEBOOK ADVERTISING REACH
FACEBOOK AUDIENCE: LARGEST INCREASES

107
JAN
2020
# RELATIVE DECREASE ▲% ▲ USERS# ABSOLUTE DECREASE ▲ USERS ▲%
COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE DECREASESCOUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE DECREASES
01 TIMOR-LESTE -22% -110,000
02 ERITREA -9.1% -2,000
03 ALBANIA -8.3% -100,000
04 SOUTH KOREA -7.1% -1,000,000
05 ZIMBABWE -6.5% -60,000
06 CROATIA -5.6% -100,000
07 SPAIN -4.5% -1,000,000
08 BENIN -4.2% -40,000
09 U.S. VIRGIN IS. -4.2% -1,000
10 ICELAND -3.8% -10,000
01 INDIA -10,000,000 -3.7%
02= SPAIN -1,000,000 -4.5%
02= SOUTH KOREA -1,000,000 -7.1%
03 TIMOR-LESTE -110,000 -22%
04= SINGAPORE -100,000 -2.6%
04= SENEGAL -100,000 -3.2%
04= NORWAY -100,000 -2.9%
04= JORDAN -100,000 -2.0%
04= HONG KONG -100,000 -2.0%
04= GREECE -100,000 -1.9%
04= CROATIA -100,000 -5.6%
04= ALBANIA -100,000 -8.3%
COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER DECREASES IN POTENTIAL FACEBOOK ADVERTISING REACH
FACEBOOK AUDIENCE: LARGEST DECREASES

108
JAN
2020
2.5%
10%
13%
7.6%
5.0%
3.2%
2.3%
3.1%
14%
19%
9.5%
5.4%
2.9%
2.1%
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
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
FEMALE
MALE
SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE

109
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA
FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. FIGURES MAY NOT SUM TO TOTALS DUE TO ROUNDING. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S
ADDRESSABLE ADVERTISING AUDIENCE ONLY, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
13–17 109,000,000 48,700,000 2.5% 60,300,000 3.1%
18–24 474,800,000 196,300,000 10% 278,500,000 14%
25–34 627,000,000 253,400,000 13% 373,600,000 19%
35–44 332,500,000 148,200,000 7.6% 184,300,000 9.5%
45–54 201,500,000 97,200,000 5.0% 104,400,000 5.4%
55–64 119,000,000 63,000,000 3.2% 56,000,000 2.9%
65+ 85,100,000 45,100,000 2.3% 40,100,000 2.1%
TOTAL 1,949,000,000 851,900,000 43.7% 1,097,100,000 56.3%
POTENTIAL REACH OF ADVERTISING ON FACEBOOK BY AGE GROUP AND BY GENDER*
FACEBOOK’S ADVERTISING AUDIENCE

110
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO UNITED NATIONS POPULATION DATA. NOTES: FACEBOOK’S
TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
ADVISORY: DATA BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE ONLY; MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
01 BELARUS 61% 410,000
02 UKRAINE 60% 8,100,000
03 MOLDOVA 57% 620,000
04 LATVIA 57% 490,000
05 U.S. VIRGIN IS. 57% 13,000
06 CURAÇAO 56% 63,000
08= AMERICAN SAMOA 56% 15,000
08= VENEZUELA 56% 6,000,000
10 ESTONIA 55% 360,000
01 YEMEN 87% 1,900,000
02 AFGHANISTAN 85% 2,900,000
03 NIGER 82% 340,000
04 CHAD 82% 250,000
05 PAKISTAN 81% 27,000,000
06 OMAN 78% 1,200,000
07 SAUDI ARABIA 78% 9,700,000
08 SOUTH SUDAN 77% 210,000
09 INDIA 77% 200,000,000
10 QATAR 76% 1,800,000
FACEBOOK GENDER COMPARISON RANKINGS
COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF FACEBOOK AUDIENCE BY GENDER*

111
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). LANGUAGE NAMES AND DEFINITIONS AS PER FACEBOOK’S TOOLS.
 COMPARABILITY ADVISORY: BASE CHANGES.
# LANGUAGE USERS SHARE # LANGUAGE USERS SHARE
01 ENGLISH 1,100,000,000 56.4%
02 SPANISH 350,000,000 18.0%
03 HINDI 180,000,000 9.2%
04 ARABIC 170,000,000 8.7%
05 INDONESIAN 170,000,000 8.7%
06 PORTUGUESE 160,000,000 8.2%
07 FRENCH 120,000,000 6.2%
08 RUSSIAN 96,000,000 4.9%
09 VIETNAMESE 70,000,000 3.6%
10 FILIPINO 67,000,000 3.4%
11 BENGALI 62,000,000 3.2%
12 TURKISH 57,000,000 2.9%
13 THAI 54,000,000 2.8%
14 GERMAN 44,000,000 2.3%
15 JAPANESE 44,000,000 2.3%
16 ITALIAN 38,000,000 1.9%
17 CHINESE 36,000,000 1.8%
18 URDU 36,000,000 1.8%
19 JAVANESE 36,000,000 1.8%
20 KOREAN 22,000,000 1.1%
THE NUMBER OF PEOPLE IN FACEBOOK’S ADVERTISING AUDIENCE WHO SPEAK EACH LANGUAGE, WITH RESPECTIVE SHARE OF TOTAL AUDIENCE
FACEBOOK USERS BY LANGUAGE

112
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
PERCENTAGE OF FACEBOOK
USERS ACCESSING VIA ANY
KIND OF MOBILE PHONE
USERS WHO ONLY ACCESS VIA A
LAPTOP OR DESKTOP COMPUTER
USERS WHO ACCESS VIA BOTH
PHONES AND COMPUTERS
USERS WHO ONLY ACCESS
VIA A MOBILE PHONE
98% 1.9% 19% 79%
THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM
FACEBOOK ACCESS BY DEVICE

113
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
*NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB BROWSERS MAY ALSO
INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES.
PERCENTAGE OF MOBILE
FACEBOOK USERS ACCESSING
VIA APPS ON ANDROID DEVICES
FACEBOOK USERS ACCESSING
VIA APPS ON IOS DEVICES
PERCENTAGE OF MOBILE FACEBOOK
USERS ACCESSING VIA OTHER OPERATING
SYSTEMS OR MOBILE WEB BROWSERS*
80.8% 14.2% 5.0%
PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE BY MOBILE OPERATING SYSTEM
SHARE OF FACEBOOK ACCESS BY MOBILE OS

114
JAN
2020
SOURCE: FACEBOOK (JANUARY 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
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 1 15 12 7 4 2 1 14 10
1 13 5 1 12
THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK
FACEBOOK ACTIVITY FREQUENCY

115
JAN
2020
12
10
10
10
9
9
9
9
8
8
8
8
8
8
7
7
7
7
7
7
7
6
6
6
6
6
5
5
5
5
4
4
3
3
3
3
3
3
3
3
3
3
2
1
1
1
PHILIPPINES
AUSTRALIA
EGYPT
NEWZEALAND
BRAZIL
DENMARK
NIGERIA
THAILAND
BELGIUM
MEXICO
ROMANIA
U.K.
U.S.A.
VIETNAM
ARGENTINA
CANADA
INDONESIA
ISRAEL
NETHERLANDS
SOUTHAFRICA
SWEDEN
FRANCE
IRELAND
ITALY
KENYA
PORTUGAL
COLOMBIA
MALAYSIA
U.A.E.
WORLDWIDE
AUSTRIA
SAUDIARABIA
GERMANY
GHANA
INDIA
MOROCCO
POLAND
SINGAPORE
SPAIN
SWITZERLAND
TAIWAN
TURKEY
HONGKONG
JAPAN
RUSSIA
SOUTHKOREA
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER* COMMENTS ON FACEBOOK POSTS
MEDIAN MONTHLY FACEBOOK COMMENTS PER USER

116
JAN
2020
24
23
21
21
20
20
19
19
19
18
18
18
18
18
18
18
17
17
17
17
16
16
16
15
15
15
14
14
14
13
13
12
12
12
10
10
8
8
8
8
6
6
6
6
5
5
ROMANIA
ISRAEL
AUSTRALIA
ITALY
DENMARK
MALAYSIA
IRELAND
NEWZEALAND
POLAND
NETHERLANDS
PORTUGAL
SWEDEN
TAIWAN
THAILAND
U.K.
U.S.A.
BELGIUM
SINGAPORE
SOUTHKOREA
VIETNAM
AUSTRIA
BRAZIL
MEXICO
ARGENTINA
CANADA
SPAIN
GERMANY
HONGKONG
TURKEY
FRANCE
SWITZERLAND
COLOMBIA
EGYPT
WORLDWIDE
PHILIPPINES
U.A.E.
INDONESIA
MOROCCO
RUSSIA
SAUDIARABIA
INDIA
JAPAN
NIGERIA
SOUTHAFRICA
GHANA
KENYA
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER* CLICKS OR TAPS ON AN ADVERT ON FACEBOOK (ANY AD FORMAT)
MEDIAN MONTHLY FACEBOOK ADVERT CLICKS PER USER

117
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. “Q-O-Q CHANGE” FIGURES REPRESENT THE QUARTER-ON-QUARTER CHANGE vs. Q3 2019. “BPS” STANDS
FOR BASIS POINTS, AND REPRESENTS THE ABSOLUTE QUARTER-ON-QUARTER CHANGE. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE
TYPES, AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH COMPARED TO THE AVERAGES QUOTED HERE.
Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE:
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
0.12% 7.01% 5.17% 26.7% 28.1%
-4.0% -1.4% -3.1% +0.1% +0.4%
-1 BPS -10 BPS -16 BPS +3 BPS +11 BPS
AVERAGE* MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
FACEBOOK PAGE REACH BENCHMARKS

118
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES,
AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH COMPARED TO THE AVERAGES QUOTED HERE.
8.7%
8.5%
7.6%
7.2%
7.2%
6.9%
6.8%
6.5%
6.4%
6.2%
6.1%
6.1%
6.0%
6.0%
5.9%
5.9%
5.8%
5.7%
5.4%
5.3%
5.3%
5.2%
5.2%
5.1%
5.1%
4.9%
4.8%
4.7%
4.6%
4.4%
4.4%
4.4%
4.4%
4.1%
4.0%
4.0%
3.5%
3.5%
3.4%
3.3%
3.2%
3.2%
3.2%
2.3%
2.3%
JAPAN
AUSTRIA
AUSTRALIA
SINGAPORE
INDIA
GERMANY
CANADA
NETHERLANDS
SOUTHAFRICA
SAUDIARABIA
MOROCCO
FRANCE
MALAYSIA
BRAZIL
ARGENTINA
U.A.E.
U.S.A.
VIETNAM
BELGIUM
SPAIN
MEXICO
THAILAND
WORLDWIDE
COLOMBIA
HONGKONG
PHILIPPINES
SWITZERLAND
SOUTHKOREA
NEWZEALAND
POLAND
TURKEY
U.K.
DENMARK
ITALY
NIGERIA
TAIWAN
PORTUGAL
GHANA
KENYA
EGYPT
INDONESIA
IRELAND
ROMANIA
RUSSIA
SWEDEN
AVERAGE ORGANIC REACH* OF FACEBOOK PAGE POSTS COMPARED TO THE NUMBER OF PAGE LIKES AT THE TIME OF POST PUBLICATION
FACEBOOK PAGES: ORGANIC REACH BENCHMARKS

119
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. “Q-O-Q CHANGE” FIGURES REPRESENT THE QUARTER-ON-QUARTER CHANGE vs. Q3 2019. “BPS” STANDS
FOR BASIS POINTS, AND REPRESENTS THE ABSOLUTE QUARTER-ON-QUARTER CHANGE. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE
TYPES, AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
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 POSTS OF ANY KIND
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE IMAGE POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
3.39% 6.09% 4.42% 2.72% 1.44%
-0.9% +0.8% +1.5% -2.3% -13.5%
-3 BPS +5 BPS +7 BPS -6 BPS -23 BPS
AVERAGE* NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE POST COMPARED TO POST REACH
FACEBOOK ENGAGEMENT BENCHMARKS

120
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES,
AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
4.8%
4.4%
4.2%
4.2%
4.1%
4.1%
4.1%
4.1%
4.1%
4.1%
4.1%
4.0%
4.0%
4.0%
4.0%
3.9%
3.8%
3.7%
3.4%
3.4%
3.3%
3.3%
3.2%
3.2%
3.1%
3.1%
3.1%
3.1%
3.1%
3.1%
3.1%
3.1%
3.0%
3.0%
3.0%
2.9%
2.9%
2.8%
2.8%
2.5%
2.4%
2.3%
2.3%
2.2%
2.0%
TAIWAN
JAPAN
NETHERLANDS
INDONESIA
RUSSIA
BELGIUM
MALAYSIA
ROMANIA
GHANA
SINGAPORE
PHILIPPINES
FRANCE
VIETNAM
GERMANY
U.S.A.
SPAIN
PORTUGAL
INDIA
IRELAND
WORLDWIDE
NEWZEALAND
U.K.
NIGERIA
KENYA
MOROCCO
SOUTHAFRICA
HONGKONG
SOUTHKOREA
U.A.E.
AUSTRALIA
AUSTRIA
THAILAND
ITALY
BRAZIL
ARGENTINA
SWITZERLAND
TURKEY
SWEDEN
SAUDIARABIA
DENMARK
EGYPT
COLOMBIA
POLAND
MEXICO
CANADA
AVERAGE NUMBER* OF CLICKS, TAPS, LIKES, COMMENTS, AND SHARES ON FACEBOOK PAGE POSTS COMPARED TO POST REACH
FACEBOOK PAGES: AVERAGE ENGAGEMENT RATES

121
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. NOTE: COMPARISONS ARE BETWEEN PAGES WITH FEWER THAN TEN THOUSAND PAGE LIKES, AND PAGES
WITH MORE THAN ONE HUNDRED THOUSAND PAGE LIKES. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES, AND PAGES WITH A
GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
AVERAGE ORGANIC PAGE
POST REACH vs. PAGE LIKES*
AVERAGE ENGAGEMENT RATE
FOR FACEBOOK PAGE POSTS*
AVERAGE ORGANIC PAGE
POST REACH vs. PAGE LIKES*
AVERAGE ENGAGEMENT RATE
FOR FACEBOOK PAGE POSTS*
PAGES WITH FEWER THAN 10,000 ‘FANS’ PAGES WITH MORE THAN 100,000 ‘FANS’
2.34% 2.19%4.62% 8.21%
COMPARING THE ORGANIC REACH AND OVERALL ENGAGEMENT RATES OF PAGES WITH FEWER THAN 10,000 FANS, AND MORE THAN 100,000 FANS
COMPARING FACEBOOK PERFORMANCE BY PAGE SIZE

122
JAN
2020
SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED FIGURES FOR EACH FACEBOOK PAGE IN MID-JANUARY 2020. NOTES: FIGURES IN THE “FOLLOWERS” COLUMN REPRESENT EACH
PAGE’S “PEOPLE FOLLOWING” NUMBER, I.E. THE NUMBER OF FACEBOOK USERS WHO ARE ABLE TO RECEIVE EACH PAGE’S UPDATES. ALL VALUES HAVE BEEN ROUNDED.
# FACEBOOK PAGE PAGE LIKES FOLLOWERS # FACEBOOK PAGE PAGE LIKES FOLLOWERS
01 FACEBOOK 214,710,000 214,720,000
02 SAMSUNG 160,180,000 160,180,000
03 CRISTIANO RONALDO 122,200,000 123,210,000
04 REAL MADRID FC 110,820,000 108,950,000
05 COCA-COLA 107,370,000 107,370,000
06 FC BARCELONA 103,170,000 101,150,000
07 SHAKIRA 100,100,000 97,380,000
08 TASTY 97,650,000 100,870,000
09 VIN DIESEL 96,880,000 94,440,000
10 CGTN 91,720,000 91,580,000
11 LEO MESSI 90,160,000 91,460,000
12 EMINEM 86,600,000 82,850,000
13 CHINA DAILY 84,640,000 84,940,000
14 MR. BEAN 84,460,000 89,720,000
15 YOUTUBE 84,130,000 88,790,000
16 MCDONALD'S 79,830,000 79,830,000
17 RIHANNA 79,030,000 74,580,000
18 WILL SMITH 77,000,000 79,060,000
19 JUSTIN BIEBER 76,450,000 75,630,000
20 MANCHESTER UNITED 73,240,000 71,900,000
FACEBOOK PAGES WITH THE GREATEST NUMBER OF PAGE LIKES IN JANUARY 2020
TOP FACEBOOK PAGES

124
JAN
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS FOR INSTAGRAM (ACCESSED JANUARY 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH
TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. NOTE THAT DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS.
INSTAGRAM REPORTS
CAN BE REACHED WITH
ADVERTS ON INSTAGRAM
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON INSTAGRAM
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
928.5 15% +5.7% 50.9% 49.1%
MILLION
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM AUDIENCE OVERVIEW

125
JAN
2020
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH
POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ
01 U.S.A. 120,000,000 +3.4% +4,000,000
02 INDIA 80,000,000 +9.6% +7,000,000
03 BRAZIL 77,000,000 +6.9% +5,000,000
04 INDONESIA 63,000,000 +5.0% +3,000,000
05 RUSSIA 44,000,000 +4.8% +2,000,000
06 TURKEY 38,000,000 +2.7% +1,000,000
07 JAPAN 29,000,000 +7.4% +2,000,000
08= MEXICO 24,000,000 +9.1% +2,000,000
08= U.K. 24,000,000 +4.8% +2,000,000
10 GERMANY 21,000,000 +5.5% +1,100,000
11 ITALY 20,000,000 +2.6% +500,000
12 FRANCE 18,000,000 +6.5% +1,100,000
13 ARGENTINA 17,000,000 +4.3% +700,000
14 SPAIN 16,000,000 +2.6% +400,000
15= CANADA 13,000,000 +4.8% +600,000
15= SOUTH KOREA 13,000,000 +8.3% +600,000
17= COLOMBIA 12,000,000 +6.2% +700,000
17= MALAYSIA 12,000,000 +9.1% +700,000
17= SAUDI ARABIA 12,000,000 0% +700,000
17= THAILAND 12,000,000 +2.6% +700,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL INSTAGRAM ADVERTISING REACH
INSTAGRAM REACH RANKINGS

126
JAN
2020
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS
AND THE U.S. CENSUS BUREAU.  COMPARABILITY ADVISORY: BASE CHANGES.
57%
56%
49%
48%
47%
46%
45%
44%
44%
44%
43%
43%
43%
42%
42%
42%
40%
40%
39%
37%
37%
36%
36%
35%
34%
33%
31%
30%
29%
29%
28%
26%
24%
22%
22%
20%
17%
16%
15%
14%
9%
8%
7%
7%
5%
4%
TURKEY
SWEDEN
ISRAEL
ARGENTINA
MALAYSIA
AUSTRALIA
IRELAND
SAUDIARABIA
U.A.E.
BRAZIL
U.S.A.
NEWZEALAND
NETHERLANDS
DENMARK
U.K.
PORTUGAL
SINGAPORE
CANADA
SPAIN
ITALY
BELGIUM
SWITZERLAND
RUSSIA
HONGKONG
TAIWAN
FRANCE
AUSTRIA
INDONESIA
COLOMBIA
GERMANY
SOUTHKOREA
JAPAN
MEXICO
POLAND
ROMANIA
THAILAND
MOROCCO
EGYPT
WORLDWIDE
PHILIPPINES
SOUTHAFRICA
INDIA
VIETNAM
GHANA
NIGERIA
KENYA
TOTAL POTENTIAL INSTAGRAM ADVERTISING REACH COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE: INSTAGRAM

127
JAN
2020
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS
AND THE U.S. CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
01 ICELAND 60% 170,000 +4.9%
02 KAZAKHSTAN 60% 8,300,000 +6.4%
03 BRUNEI 60% 210,000 +2.4%
04 CYPRUS 57% 590,000 +11%
05 TURKEY 57% 38,000,000 +2.7%
06 SWEDEN 56% 4,800,000 +2.1%
07 KUWAIT 55% 1,900,000 +6.1%
08 GUAM 53% 71,000 +6.0%
09 CHILE 52% 8,200,000 +6.5%
10 BAHRAIN 51% 720,000 +4.3%
11 ARUBA 51% 46,000 +7.0%
12 NORWAY 50% 2,300,000 +2.7%
13 ISRAEL 49% 3,200,000 +3.2%
14 MONTENEGRO 49% 260,000 0%
15 URUGUAY 49% 1,400,000 +6.9%
16 PANAMA 49% 1,600,000 +3.9%
17 ARGENTINA 48% 17,000,000 +4.3%
18 CAYMAN IS. 47% 31,000 +6.9%
19 MALAYSIA 47% 12,000,000 +9.1%
20 AUSTRALIA 46% 9,700,000 +4.3%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL INSTAGRAM ADVERTISING REACH COMPARED TO POPULATION AGED 13+
INSTAGRAM ELIGIBLE AUDIENCE REACH RATE RANKING

128
JAN
2020
3.1%
14%
17%
9.1%
4.6%
2.0%
1.1%
3.0%
16%
18%
7.4%
3.2%
1.2% 0.8%
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES
OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
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
FEMALE
MALE
SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER
PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE

129
JAN
2020
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES
OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13–17 56,600,000 28,900,000 3.1% 27,700,000 3.0%
18–24 274,000,000 129,500,000 14% 144,500,000 16%
25–34 325,200,000 158,600,000 17% 166,600,000 18%
35–44 153,100,000 84,800,000 9.1% 68,300,000 7.4%
45–54 72,200,000 42,300,000 4.6% 29,900,000 3.2%
55–64 30,000,000 18,900,000 2.0% 11,100,000 1.2%
65+ 17,500,000 10,000,000 1.1% 7,400,000 0.8%
TOTAL 928,500,000 472,900,000 50.9% 455,600,000 49.1%
POTENTIAL REACH OF ADVERTISING ON INSTAGRAM BY AGE GROUP AND BY GENDER*
INSTAGRAM’S ADVERTISING AUDIENCE

130
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO UNITED NATIONS POPULATION DATA. *NOTES: FACEBOOK’S
TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
ADVISORY: DATA BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE ONLY; MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
01 LAOS 64% 130,000
02 PHILIPPINES 64% 6,700,000
03 THAILAND 64% 7,700,000
05 MONGOLIA 62% 260,000
06= TONGA 62% 3,900
06= BELARUS 62% 1,600,000
08 VIETNAM 61% 3,300,000
09 AMERICAN SAMOA 61% 3,100
10 UKRAINE 60% 6,800,000
01 AFGHANISTAN 81% 370,000
02 TAJIKISTAN 80% 390,000
03 CHAD 76% 20,000
04 SOUTH SUDAN 76% 15,000
05 BURKINA FASO 74% 69,000
07 UZBEKISTAN 73% 1,700,000
08= INDIA 73% 58,000,000
08= YEMEN 73% 290,000
10 NIGER 72% 50,000
INSTAGRAM GENDER COMPARISON RANKINGS
COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF INSTAGRAM AUDIENCE BY GENDER*

131
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *NOTE: ENGAGEMENT RATE (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES, COMMENTS
AND SAVES ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF
DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT vs. THE AVERAGES CITED HERE.
AVERAGE
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE COMMENTS-
TO- FOLLOWERS RATIO
FOR VIDEO POSTS
AVERAGE COMMENTS-
TO- FOLLOWERS RATIO
FOR PHOTO POSTS
1.49% 1.87% 1.11% 0.06% 0.08%
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS

132
JAN
2020
SOURCE: LOCOWISE (JANUARY 2020), BASED ON DATA FOR Q4 2019. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS.
AVERAGE MONTHLY
GROWTH IN
ACCOUNT FOLLOWERS
AVERAGE NUMBER
OF MAIN FEED
POSTS PER DAY
PHOTO POSTS AS A
PERCENTAGE OF
ALL MAIN FEED POSTS
VIDEO POSTS AS A
PERCENTAGE OF
ALL MAIN FEED POSTS
AVERAGE NUMBER OF
INSTAGRAM STORIES POSTS
PUBLISHED EACH MONTH
+2.5% 1.7 79% 21% 13.1
AVERAGE ACCOUNT GROWTH AND PUBLISHING FREQUENCY BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS

133
JAN
2020
SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED FOLLOWER COUNTS ON INSTAGRAM IN MID-JANUARY 2020. FIGURES HAVE BEEN ROUNDED TO THE NEAREST 1,000.
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
01 INSTAGRAM @INSTAGRAM 325,850,000
02 CRISTIANO RONALDO @CRISTIANO 196,476,000
03 ARIANA GRANDE @ARIANAGRANDE 170,790,000
04 DWAYNE JOHNSON @THEROCK 167,329,000
05 SELENA GOMEZ @SELENAGOMEZ 165,012,000
06 KYLIE JENNER @KYLIEJENNER 156,579,000
07 KIM KARDASHIAN @KIMKARDASHIAN 156,188,000
08 LIONEL MESSI @LEOMESSI 140,268,000
09 BEYONCÉ @BEYONCE 137,471,000
10 NEYMAR @NEYMARJR 131,094,000
11 NATIONAL GEOGRAPHIC @NATGEO 129,228,000
12 TAYLOR SWIFT @TAYLORSWIFT 125,127,000
13 JUSTIN BIEBER @JUSTINBIEBER 124,384,000
14 KENDALL JENNER @KENDALLJENNER 120,927,000
15 NICKI MINAJ @NICKIMINAJ 109,469,000
16 JENNIFER LOPEZ @JLO 108,730,000
17 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 102,858,000
18 MILEY CYRUS @MILEYCYRUS 102,711,000
19 NIKE @NIKE 98,146,000
20 KATY PERRY @KATYPERRY 88,325,000
INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2020
TOP INSTAGRAM ACCOUNTS

134
JAN
2020
SOURCE: KEPIOS ANALYSIS (JANUARY 2020), BASED ON PUBLICLY DISPLAYED VALUES FOR EACH HASHTAG ON INSTAGRAM. VALUES HAVE BEEN ROUNDED DOWN TO THE NEAREST 100,000.
# HASHTAG № OF POSTS # HASHTAG № OF POSTS# HASHTAG № OF POSTS
01 #LOVE 1,731,400,000
02 #INSTAGOOD 1,076,000,000
03 #FASHION 760,000,000
04 #PHOTOOFTHEDAY 745,300,000
05 #BEAUTIFUL 629,200,000
06 #ART 583,900,000
07 #HAPPY 556,800,000
08 #CUTE 542,800,000
09 #PICOFTHEDAY 540,200,000
10 #FOLLOW 524,600,000
21 #INSTAGRAM 419,100,000
22 #ME 410,400,000
23 #SELFIE 410,300,000
24 #FRIENDS 386,500,000
25 #GIRL 378,800,000
26 #FUN 374,000,000
27 #FITNESS 372,700,000
28 #FOOD 368,700,000
29 #INSTALIKE 355,600,000
30 #BEAUTY 355,400,000
11 #TBT 513,900,000
12 #PHOTOGRAPHY 513,200,000
13 #FOLLOWME 508,900,000
14 #LIKE4LIKE 507,600,000
15 #NATURE 481,500,000
16 #TRAVEL 466,000,000
17 #SUMMER 445,000,000
18 #REPOST 443,000,000
19 #STYLE 441,900,000
20 #INSTADAILY 420,400,000
HASHTAGS THAT HAVE BEEN USED ON THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL-TIME)
MOST-USED HASHTAGS ON INSTAGRAM

136
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).*NOTES: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL
(REGISTERED) MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES
NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA.
LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN*
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON LINKEDIN
QUARTER-ON-
QUARTER CHANGE
IN LINKEDIN’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE*
663.3 12% +1.6% 43% 57%
MILLION
LINKEDIN AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN

137
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).
*NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
# COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ
01 U.S.A. 160,000,000 0% [UNCHANGED]
02 INDIA 62,000,000 +1.6% +1,000,000
03 CHINA 50,000,000 0% [UNCHANGED]
04 BRAZIL 39,000,000 0% [UNCHANGED]
05 U.K. 28,000,000 0% [UNCHANGED]
06 FRANCE 19,000,000 0% [UNCHANGED]
07 CANADA 17,000,000 +6.3% +1,000,000
08 INDONESIA 15,000,000 +7.1% +1,000,000
09 ITALY 14,000,000 +7.7% +1,000,000
10= MEXICO 13,000,000 0% [UNCHANGED]
10= SPAIN 13,000,000 +8.3% [UNCHANGED]
12 AUSTRALIA 11,000,000 0% [UNCHANGED]
13 GERMANY 10,000,000 +3.1% +300,000
14 NETHERLANDS 8,500,000 +1.2% +100,000
15 TURKEY 8,400,000 +1.2% +100,000
16 PHILIPPINES 8,300,000 +3.8% +300,000
17= ARGENTINA 7,800,000 +5.4% +400,000
17= COLOMBIA 7,800,000 +1.3% +400,000
19 SOUTH AFRICA 7,600,000 +2.7% +200,000
20 RUSSIA 6,500,000 -5.8% -400,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL LINKEDIN ADVERTISING REACH
LINKEDIN REACH RANKINGS

138
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU.
62%
62%
57%
57%
56%
56%
56%
54%
53%
52%
48%
41%
41%
40%
37%
34%
31%
31%
28%
25%
25%
23%
21%
20%
19%
18%
17%
15%
14%
14%
12%
12%
12%
11%
11%
8%
8%
8%
7%
7%
6%
6%
5%
5%
5%
4%
2%
U.S.A.
NETHERLANDS
NEWZEALAND
IRELAND
AUSTRALIA
DENMARK
CANADA
SINGAPORE
U.A.E.
U.K.
SWEDEN
BELGIUM
SWITZERLAND
PORTUGAL
FRANCE
SPAIN
HONGKONG
ISRAEL
ITALY
BRAZIL
ARGENTINA
MALAYSIA
COLOMBIA
SOUTHAFRICA
AUSTRIA
ROMANIA
SAUDIARABIA
MEXICO
GERMANY
TURKEY
WORLDWIDE
PHILIPPINES
POLAND
TAIWAN
MOROCCO
GHANA
INDONESIA
KENYA
EGYPT
INDIA
SOUTHKOREA
RUSSIA
THAILAND
NIGERIA
VIETNAM
CHINA
JAPAN
TOTAL POTENTIAL LINKEDIN ADVERTISING REACH COMPARED TO POPULATION AGED 18+
ELIGIBLE AUDIENCE REACH RATE: LINKEDIN

139
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).
*NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
01 ICELAND 88% 230,000 0%
02 U.S. VIRGIN IS. 69% 55,000 +1.9%
03 AMERICAN SAMOA 65% 36,000 +2.9%
04 ANDORRA 63% 49,000 +6.5%
05 U.S.A. 62% 160,000,000 0%
06 NETHERLANDS 62% 8,500,000 +1.2%
07 CAYMAN IS. 61% 40,000 0%
08 ARUBA 60% 50,000 +2.0%
09 NEW ZEALAND 57% 2,100,000 0%
10 IRELAND 57% 2,100,000 0%
11 AUSTRALIA 56% 11,000,000 0%
12 DENMARK 56% 2,600,000 0%
13 CANADA 56% 17,000,000 +6.3%
14 MALTA 55% 200,000 0%
15 SINGAPORE 54% 2,700,000 +3.8%
16 CURAÇAO 54% 69,000 [N/A]
17 GUAM 53% 63,000 +1.6%
18 U.A.E. 53% 4,300,000 -2.3%
19 U.K. 52% 28,000,000 0%
20 LUXEMBOURG 52% 260,000 0%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL LINKEDIN ADVERTISING REACH COMPARED TO POPULATION AGED 18+
LINKEDIN ELIGIBLE AUDIENCE REACH RATE RANKING

140
JAN
2020
8.1%
26%
6.7%
1.1%
11%
35%
10%
2.2%
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
*ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
FEMALE
MALE
SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE

142
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: SNAPCHAT’S
TOOLS DO 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. GENDER SHARE FIGURES REPORTED HERE REFLECT A SHARE OF THE TOTAL AUDIENCE FIGURE, SO WILL NOT SUM TO 100%.
SNAPCHAT REPORTS
CAN BE REACHED WITH
ADVERTS ON SNAPCHAT
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON SNAPCHAT
QUARTER-ON-
QUARTER CHANGE
IN SNAPCHAT’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS MALE*
381.5 6.3% +5.9% 61% 38%
MILLION
SNAPCHAT AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT

143
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES.
*NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE FOR WHICH DATA IS AVAILABLE IN SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS.
01 U.S.A. 101,250,000 +3.8% +3,700,000
02 INDIA 22,950,000 +22% +4,150,000
03 FRANCE 21,250,000 +4.2% +850,000
04 U.K. 18,700,000 +4.8% +850,000
05 SAUDI ARABIA 16,100,000 +2.9% +450,000
06 MEXICO 14,800,000 +15% +1,950,000
07 BRAZIL 13,950,000 +3.3% +450,000
08 GERMANY 12,150,000 +8.0% +900,000
09 CANADA 8,150,000 +1.9% +150,000
10 RUSSIA 7,750,000 +5.4% +400,000
11 TURKEY 7,700,000 +3.4% +250,000
12 PHILIPPINES 7,350,000 +12% +800,000
13 AUSTRALIA 6,850,000 +3.8% +250,000
14 NETHERLANDS 6,650,000 +8.1% +500,000
15 IRAQ 6,550,000 +4.8% +300,000
16 EGYPT 6,100,000 +17% +900,000
17 INDONESIA 5,400,000 -14% -900,000
18 SPAIN 4,600,000 -8.0% -400,000
19 COLOMBIA 4,500,000 +15% +600,000
20 PAKISTAN 4,400,000 +22% +800,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL SNAPCHAT ADVERTISING REACH
SNAPCHAT REACH RANKINGS

144
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU. FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES.
60%
46%
45%
45%
44%
38%
36%
35%
33%
32%
32%
28%
26%
25%
25%
22%
17%
15%
13%
12%
12%
12%
12%
11%
11%
11%
9%
9%
9%
8%
8%
8%
6%
6%
6%
5%
3%
3%
2%
2%
2%
1%
SAUDIARABIA
SWEDEN
DENMARK
NETHERLANDS
IRELAND
FRANCE
U.S.A.
NEWZEALAND
U.K.
AUSTRALIA
BELGIUM
U.A.E.
AUSTRIA
CANADA
SWITZERLAND
ISRAEL
GERMANY
MEXICO
MOROCCO
POLAND
PORTUGAL
ROMANIA
TURKEY
SINGAPORE
SPAIN
COLOMBIA
ARGENTINA
PHILIPPINES
EGYPT
BRAZIL
MALAYSIA
HONGKONG
RUSSIA
WORLDWIDE
ITALY
SOUTHAFRICA
NIGERIA
INDONESIA
INDIA
JAPAN
KENYA
THAILAND
TOTAL POTENTIAL SNAPCHAT ADVERTISING REACH COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE: SNAPCHAT

145
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU. FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
# COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ
01 LUXEMBOURG 74% 397,500 +13%
02 NORWAY 64% 2,950,000 +3.5%
03 BAHRAIN 63% 885,000 +11%
04 SAUDI ARABIA 60% 16,100,000 +2.9%
05 URUGUAY 54% 1,550,000 +35%
06 KUWAIT 54% 1,850,000 +5.7%
07 SWEDEN 46% 3,900,000 +2.6%
08 DENMARK 45% 2,250,000 0%
09 NETHERLANDS 45% 6,650,000 +8.1%
10 IRELAND 44% 1,750,000 0%
11 FRANCE 38% 21,250,000 +4.2%
12 U.S.A. 36% 101,250,000 +3.8%
13 NEW ZEALAND 35% 1,400,000 +12%
14 U.K. 33% 18,700,000 +4.8%
15 AUSTRALIA 32% 6,850,000 +3.8%
16 BELGIUM 32% 3,150,000 +6.8%
17 PUERTO RICO 32% 795,000 +13%
18 JORDAN 30% 2,150,000 0%
19 OMAN 29% 1,150,000 +4.5%
20 PALESTINE 28% 915,000 +7.0%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL SNAPCHAT ADVERTISING REACH COMPARED TO POPULATION AGED 13+
SNAPCHAT ELIGIBLE AUDIENCE REACH RATE RANKING

146
JAN
2020
12%
13%
10%
13%
12%
6.7%
8.2% 7.8%
9.6%
5.9%
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020) NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN
‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO
100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
13 –17
YEARS OLD
18 – 20
YEARS OLD
21 – 24
YEARS OLD
25 – 34
YEARS OLD
35+
YEARS OLD
MALEFEMALE
SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE

147
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: SNAPCHAT’S
TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT FIGURES FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE
FIGURES MAY NOT SUM TO 100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO TOTAL ACTIVE USERS.
13–17 71,200,000 45,800,000 12% 25,400,000 6.7%
18–20 80,700,000 49,500,000 13% 31,200,000 8.2%
21–24 68,200,000 38,600,000 10% 29,600,000 7.8%
25–34 88,200,000 51,400,000 13% 36,800,000 9.6%
35+ 69,800,000 47,100,000 12% 22,700,000 5.9%
TOTAL 381,500,000 232,400,000 61% 145,700,000 38%
POTENTIAL REACH OF ADVERTISING ON SNAPCHAT BY AGE GROUP AND BY GENDER*
SNAPCHAT’S ADVERTISING AUDIENCE

148
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU.
FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTES: SNAPCHAT DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES
COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: DATA REFLECT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT MATCH TOTAL USERS.
01 INDONESIA 88% 4,746,600
02 KAZAKHSTAN 86% 1,756,850
03 RUSSIA 85% 6,548,750
04 PHILIPPINES 79% 5,799,150
05 SOUTH AFRICA 78% 1,842,400
06 CHILE 78% 1,204,350
07 PERU 77% 1,338,750
08 COLOMBIA 76% 3,420,000
09 URUGUAY 75% 1,165,600
10 BRAZIL 75% 10,462,500
01 BAHRAIN 52% 458,430
02 INDIA 49% 11,153,700
03 SAUDI ARABIA 49% 7,808,500
04 SLOVENIA 48% 175,298
05 NORWAY 47% 1,386,500
06 QATAR 47% 273,780
07 FINLAND 46% 510,400
08 IRELAND 46% 810,250
09 BELGIUM 46% 1,445,850
10 KUWAIT 46% 847,300
SNAPCHAT GENDER COMPARISON RANKINGS
COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF SNAPCHAT AUDIENCE BY GENDER*

150
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: TWITTER DOES
NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES BASED ON AVAILABLE DATA. ADVISORY: DATA REPORTED BY TWITTER’S
SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES.
TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON TWITTER
QUARTER-ON-
QUARTER CHANGE
IN TWITTER’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
339.6 5.6% -3.1% 38% 62%
MILLION
TWITTER AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER

151
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: ONLY INCLUDES
COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE
ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
# COUNTRY / TERRITORY REACH ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ
01 U.S.A. 59,350,000 +0.6%
02 JAPAN 45,750,000 -2.7%
03 U.K. 16,700,000 +0.7%
04 SAUDI ARABIA 14,350,000 -2.6%
05 BRAZIL 12,150,000 +0.4%
06 TURKEY 11,800,000 -3.2%
07 INDIA 11,450,000 -4.9%
08 INDONESIA 10,645,000 -0.2%
09 RUSSIA 9,460,000 -42%
10 MEXICO 9,450,000 +1.1%
11 SPAIN 7,500,000 -4.6%
12 FRANCE 7,445,000 +2.7%
13 CANADA 6,880,000 0%
14 PHILIPPINES 6,625,000 -5.1%
15 THAILAND 6,545,000 -3.2%
16 AUSTRALIA 6,230,000 -3.3%
17 SOUTH KOREA 5,700,000 +0.9%
18 GERMANY 5,245,000 +4.4%
19 ARGENTINA 4,955,000 -4.4%
20 MALAYSIA 3,855,000 +1.4%
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL TWITTER ADVERTISING REACH
TWITTER REACH RANKINGS

152
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS BASED ON MID-POINTS OF PUBLISHED RANGES (JANUARY 2020), COMPARED TO POPULATION DATA
FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS
ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
53%
40%
40%
35%
30%
29%
26%
22%
21%
21%
18%
18%
18%
15%
14%
14%
14%
14%
13%
13%
12%
12%
12%
11%
11%
11%
10%
9%
8%
8%
8%
7%
7%
6%
6%
5%
5%
5%
4%
3%
3%
2%
2%
2%
2%
1%
SAUDIARABIA
JAPAN
IRELAND
U.A.E.
AUSTRALIA
U.K.
SINGAPORE
SWEDEN
U.S.A.
CANADA
SPAIN
NEWZEALAND
TURKEY
MALAYSIA
SWITZERLAND
ARGENTINA
PORTUGAL
DENMARK
FRANCE
BELGIUM
SOUTHKOREA
NETHERLANDS
ISRAEL
HONGKONG
AUSTRIA
THAILAND
MEXICO
TAIWAN
PHILIPPINES
COLOMBIA
RUSSIA
GERMANY
BRAZIL
ITALY
WORLDWIDE
SOUTHAFRICA
EGYPT
INDONESIA
POLAND
KENYA
GHANA
MOROCCO
ROMANIA
VIETNAM
NIGERIA
INDIA
TOTAL POTENTIAL TWITTER ADVERTISING REACH COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE: TWITTER

153
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS BASED ON MID-POINTS OF PUBLISHED RANGES (JANUARY 2020), COMPARED TO POPULATION DATA
FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY
ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
01 KUWAIT 61% 2,105,000 -0.7%
02 ANDORRA 61% 47,200 +82%
03 BAHRAIN 58% 817,000 -2.3%
04 SAUDI ARABIA 53% 14,350,000 -2.6%
05 CAYMAN IS. 49% 32,000 +18%
06 ARUBA 49% 44,000 +22%
07 ISLE OF MAN 46% 39,200 +3.5%
08 BERMUDA 46% 28,400 +47%
09 JAPAN 40% 45,750,000 -2.7%
10 IRELAND 40% 1,610,000 +2.8%
11 QATAR 39% 974,500 -2.4%
12 PUERTO RICO 37% 926,000 +40%
13 ICELAND 36% 101,700 +5.3%
14 U.A.E. 35% 3,030,000 -0.5%
15 BRUNEI 34% 117,500 +0.5%
16 OMAN 33% 1,330,000 +1.8%
17 BAHAMAS 32% 101,900 +57%
18 NORTHERN MARIANAS 31% 17,600 +36%
19 AUSTRALIA 30% 6,230,000 -3.3%
20 U.K. 29% 16,700,000 +0.7%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL TWITTER ADVERTISING REACH COMPARED TO POPULATION AGED 13+
TWITTER ELIGIBLE AUDIENCE REACH RATE RANKING

154
JAN
2020
4.7%
12%
10%
7%
5.1%4.9%
12%
19%
16%
9.9%
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP.
NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND
MAY NOT CORRELATE TO ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
13 –17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
FEMALE
MALE
SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF TWITTER’S ADVERTISING AUDIENCE

155
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: TWITTER’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN
‘MALE’ AND ‘FEMALE’. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY
NOT CORRELATE TO TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
01 PHILIPPINES 86% 935,000
02 THAILAND 78% 1,430,000
03 INDONESIA 68% 3,390,000
04 MALAYSIA 67% 1,235,000
05 LAOS 64% 61,600
06 BRUNEI 60% 48,400
07 ST. KITTS & NEVIS 58% 5,600
08 CAMBODIA 53% 126,500
09 ARGENTINA 51% 2,400,000
10 BELIZE 51% 14,800
01 GUINEA 87% 32,400
02 DEM. REP. OF THE CONGO 86% 86,800
03 INDIA 85% 9,655,000
04= GAMBIA 83% 14,000
04= SOLOMON IS. 83% 2,000
06 NIGER 83% 15,600
07 BURUNDI 83% 13,200
08 NEW CALEDONIA 82% 11,200
09 BURKINA FASO 82% 24,000
10 RWANDA 81% 62,400
TWITTER GENDER COMPARISON RANKINGS
COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF TWITTER AUDIENCE BY GENDER*

156
JAN
2020
SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED FOLLOWER COUNTS ON TWITTER IN MID-JANUARY 2020. FIGURES HAVE BEEN ROUNDED.
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
01 BARACK OBAMA @BARACKOBAMA 111,470,000
02 KATY PERRY @KATYPERRY 108,307,000
03 JUSTIN BIEBER @JUSTINBIEBER 107,671,000
04 RIHANNA @RIHANNA 95,188,000
05 TAYLOR SWIFT @TAYLORSWIFT13 85,558,000
06 CRISTIANO RONALDO @CRISTIANO 81,889,000
07 LADY GAGA @LADYGAGA 80,635,000
08 ELLEN DEGENERES @THEELLENSHOW 79,229,000
09 YOUTUBE @YOUTUBE 72,170,000
10 DONALD TRUMP @REALDONALDTRUMP 69,234,000
11 ARIANA GRANDE @ARIANAGRANDE 68,749,000
12 JUSTIN TIMBERLAKE @JTIMBERLAKE 65,011,000
13 KIM KARDASHIAN @KIMKARDASHIAN 62,850,000
14 SELENA GOMEZ @SELENAGOMEZ 59,328,000
15 TWITTER @TWITTER 56,938,000
16 CNN BREAKING NEWS @CNNBRK 56,368,000
17 BRITNEY SPEARS @BRITNEYSPEARS 56,224,000
18 NARENDRA MODI @NARENDRAMODI 52,381,000
19 SHAKIRA @SHAKIRA 51,708,000
20 JIMMY FALLON @JIMMYFALLON 51,569,000
TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2020
TWITTER ACCOUNTS WITH THE MOST FOLLOWERS

159
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST
PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER, IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO FIGURES FOR MALE AND FEMALE SHOWN ON THIS CHART WILL NOT SUM TO 100%.
ADVISORY: DATA SHOWN ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT BE REFLECTIVE OF PINTEREST’S TOTAL MONTHLY ACTIVE USER BASE.
PINTEREST REPORTS
CAN BE REACHED WITH
ADVERTS ON PINTEREST
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON PINTEREST
QUARTER-ON-
QUARTER CHANGE
IN PINTEREST’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT PINTEREST
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT PINTEREST
REPORTS IS MALE*
169.0 2.8% +12% 72% 20%
MILLION
PINTEREST AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST

160
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES *NOTES: MARKETERS
CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS. RANKINGS BASED ON AVAILABLE DATA ONLY, FOR COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
01 U.S.A. 79,430,000 +2.7% +2,110,000
02 GERMANY 12,501,000 +12% +1,293,000
03 FRANCE 10,760,500 +1.7% +176,000
04 U.K. 10,655,000 +2.8% +287,000
05 CANADA 8,251,000 +4.0% +316,500
06 SPAIN 6,825,500 +18% +1,022,500
07 ITALY 5,527,500 +6.4% +330,500
08 AUSTRALIA 4,602,000 -8.3% -415,000
09 NETHERLANDS 4,080,000 +3.2% +126,000
10 POLAND 3,747,000 +548% +3,168,500
11 BELGIUM 2,900,500 +83% +1,317,000
12 PORTUGAL 1,994,500 +40% +565,500
13 SWEDEN 1,915,000 +41% +557,500
14 GREECE 1,884,500 +430% +1,529,000
15 ROMANIA 1,854,500 +473% +1,531,000
16 HUNGARY 1,620,000 +468% +1,335,000
17 SWITZERLAND 1,399,500 +6.9% +90,000
18 CZECH REP. 1,354,500 +419% +1,093,500
19 AUSTRIA 1,309,500 -0.04% -500
20 DENMARK 1,189,000 +40% +339,500
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL PINTEREST ADVERTISING REACH (AVAILABLE COUNTRIES ONLY)
PINTEREST REACH RANKINGS

161
JAN
2020
11%
29%
15%
4.0%
3.0%
6.7%
2.0%
3.0%
9.0%
4.5%
1.2% 0.8% 1.5%
0.6%0.8%
3.0% 3.2%
0.3% 0.2% 0.8% 0.2%
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: AGE GROUPS AND GENDER DEFINITIONS AS PER PINTEREST’S TOOLS.
MARKETERS CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS, SO FIGURES PRESENTED HERE ARE BASED ON AVAILABLE DATA
ONLY. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 49*
YEARS OLD
50 – 54*
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
UNSPECIFIED
SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF PINTEREST’S ADVERTISING AUDIENCE

162
JAN
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTES: AGE GROUPS
AND GENDER DEFINITIONS AS PER PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART
REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
AGE TOTAL FEMALE FEMALE % MALE MALE % UNSPECIFIED UNSPEC. %
18 - 24 24,300,000 19,280,000 11% 5,020,000 3.0% 1,270,000 0.8%
25 - 34 64,040,000 48,880,000 29% 15,160,000 9.0% 4,990,000 3.0%
35 - 44 32,950,000 25,410,000 15% 7,540,000 4.5% 5,370,000 3.2%
45 - 49* 8,740,000 6,730,000 4.0% 2,010,000 1.2% 550,000 0.3%
50 - 54* 6,420,000 5,000,000 3.0% 1,420,000 0.8% 410,000 0.2%
55 - 64 13,810,000 11,250,000 6.7% 2,560,000 1.5% 1,350,000 0.8%
65+ 4,450,000 3,400,000 2.0% 1,050,000 0.6% 310,000 0.2%
TOTAL 168,950,500 119,950,000 71% 34,760,000 21% 14,250,000 8%
POTENTIAL REACH OF ADVERTISING ON PINTEREST BY AGE GROUP AND BY GENDER*
PINTEREST’S ADVERTISING AUDIENCE

164
JAN
2020
SOURCES: COMPANY STATEMENTS; GENDER SHARE DATA FROM GLOBALWEBINDEX (Q3 2019) BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE
GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS
INCLUDED IN THIS REPORT.
NUMBER OF LOGGED-IN
USERS OF YOUTUBE
EACH MONTH
SHARE OF POPULATION
AGED 13+ THAT LOGS IN
TO YOUTUBE EACH MONTH
TOTAL NUMBER OF
HOURS WATCHED ON
YOUTUBE EACH DAY
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE AND FEMALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
MALE AND FEMALE USERS*
2 33% 1 45% 55%
BILLION BILLION
ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD
YOUTUBE OVERVIEW
global
web
index

165
JAN
2020
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020). RANKINGS AND INDICES ARE BASED ON SEARCHES ENTERED INTO YOUTUBE’S SEARCH BAR THROUGHOUT 2019. NOTES: “เพลง” IS
THE THAI WORD FOR “MUSIC”. 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).
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 SONG 100
02 LA LA LA 65
03 SONGS 49
04 VIDEO 38
05 DJ 21
06 BABY 19
07 MUSIC 18
08 KARAOKE 15
09 MUSICA 13
10 NEW SONG 12
11 FORTNITE 11
12 MINECRAFT 11
13 TIK TOK 9
14 STORY 9
15 BTS 8
16 ASMR 8
17 CARTOON 8
18 CARTOON CARTOON 8
19 PUBG 8
20 เพลง 8
USERS’ TOP SEARCH QUERIES ON YOUTUBE THROUGHOUT 2019
TOP YOUTUBE SEARCH QUERIES

166
JAN
2020
SOURCE: KEPIOS ANALYSIS; BASED ON PUBLICLY DISPLAYED COUNTS PUBLISHED ON YOUTUBE (JANUARY 2020). NOTE: VIEW COUNTS HAVE BEEN ROUNDED DOWN TO THE NEAREST 10
MILLION; LIKES AND DISLIKES DOWN TO THE NEAREST 10,000.
# VIDEO VIDEO VIEWS LIKES DISLIKES
01 LUIS FONSI FEAT. DADDY YANKEE – DESPACITO 6,590,000,000 36,040,000 4,340,000
02 ED SHEERAN – SHAPE OF YOU 4,550,000,000 21,760,000 1,190,000
03 WHIZ KHALIFA FEAT. CHARLIE PUTH – SEE YOU AGAIN 4,350,000,000 26,460,000 830,000
04 PINKFONG! KIDS SONGS & STORIES – BABY SHARK DANCE 4,290,000,000 13,220,000 5,220,000
05 GET MOVIES – MASHA AND THE BEAR (EPISODE 17): RECIPE FOR DISASTER 4,210,000,000 6,740,000 3,690,000
06 MARK RONSON FEAT. BRUNO MARS – UPTOWN FUNK 3,750,000,000 13,760,000 850,000
07 PSY – GANGNAM STYLE 3,480,000,000 16,970,000 2,300,000
08 JUSTIN BIEBER – SORRY (PURPOSE: THE MOVEMENT) 3,230,000,000 12,370,000 1,540,000
09 MAROON 5 – SUGAR 3,100,000,000 11,070,000 490,000
10 KATY PERRY – ROAR 2,980,000,000 10,520,000 840,000
BASED ON THE TOTAL NUMBER OF ALL-TIME GLOBAL VIEWS UP TO JANUARY 2020
MOST-VIEWED YOUTUBE VIDEOS OF ALL TIME

167
JAN
2020
SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED SUBSCRIBER COUNTS ON YOUTUBE IN MID-JANUARY 2020. FIGURES HAVE BEEN ROUNDED DOWN TO THE NEAREST 100,000.
# ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS # ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS
01 T-SERIES 123,000,000 94,461,200,000
02 PEWDIEPIE 102,000,000 24,438,100,000
03 COCOMELON 69,300,000 47,535,900,000
04 5-MINUTE CRAFTS 63,300,000 16,855,700,000
05 SET INDIA 62,400,000 45,979,700,000
06 CANAL KONDZILLA 54,500,000 27,866,300,000
07 WWE 52,900,000 38,368,400,000
08 ZEE MUSIC COMPANY 48,500,000 22,700,800,000
09 DUDE PERFECT 48,200,000 9,638,400,000
10 JUSTIN BIEBER 48,100,000 20,065,500,000
11 LIKE NASTYA VLOG 43,900,000 22,678,800,000
12 ED SHEERAN 43,200,000 19,317,900,000
13 ✿ KIDS DIANA SHOW 42,600,000 17,013,800,000
14 BADABUN 42,000,000 15,243,300,000
15 MARSHMELLO 42,000,000 8,084,500,000
16 EMINEMMUSIC 40,200,000 15,350,400,000
17 HOLASOYGERMAN. 40,200,000 4,137,200,000
18 ZEE TV 39,600,000 37,633,900,000
19 ARIANA GRANDE 39,300,000 14,706,700,000
20 WHINDERSSONNUNES 38,000,000 3,208,300,000
YOUTUBE ACCOUNTS WITH THE GREATEST NUMBER OF SUBSCRIBERS IN JANUARY 2020
TOP YOUTUBE ACCOUNTS

169
JAN
2020
SOURCE: TENCENT Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019). *NOTE: FIGURES REFLECT COMBINED DATA FOR USAGE OF BOTH WECHAT AND WEIXIN (THE VERSION OF
WECHAT AVAILABLE TO USERS IN MAINLAND CHINA).
NUMBER OF WORLDWIDE
MONTHLY ACTIVE USERS
OF WECHAT AND WEIXIN*
SHARE OF POPULATION
AGED 13+ THAT USES WECHAT
OR WEIXIN EACH MONTH
QUARTER-ON-QUARTER
INCREASE IN MONTHLY ACTIVE
USERS OF WECHAT AND WEIXIN
YEAR-ON-YEAR
INCREASE IN MONTHLY ACTIVE
USERS OF WECHAT AND WEIXIN
1.15 19% +1.6% +6.3%
BILLION
ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD
WECHAT OVERVIEW

170
JAN
2020
SOURCE: TENCENT Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019).
NUMBER OF
WORLDWIDE MONTHLY
ACTIVE QQ USERS
SHARE OF POPULATION
AGED 13+ THAT USES
QQ EACH MONTH
YEAR-ON-YEAR INCREASE
IN THE NUMBER OF
MONTHLY ACTIVE QQ USERS
PERCENTAGE OF ACTIVE
QQ USERS WHO ACCESS
VIA SMARTPHONES
731.0 12% -8.9% 89%
MILLION
ESSENTIAL HEADLINES FOR QQ USE AROUND THE WORLD
QQ OVERVIEW

171
JAN
2020
SOURCE: TENCENT Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019). *NOTE: FIGURES BASED ON SMART DEVICE MONTHLY ACTIVE USERS OF QZONE, AS PUBLISHED IN TENCENT’S
EARNINGS ANNOUCEMENT DOCUMENTS.
NUMBER OF WORLDWIDE
MONTHLY ACTIVE
QZONE USERS*
SHARE OF POPULATION
AGED 13+ THAT USES
QZONE EACH MONTH*
QUARTER-ON-QUARTER
INCREASE IN THE NUMBER OF
MONTHLY ACTIVE QZONE USERS*
YEAR-ON-YEAR INCREASE IN
THE NUMBER OF MONTHLY
ACTIVE QZONE USERS*
517.0 8.6% -6.6% -2.7%
MILLION
QZONE OVERVIEW
ESSENTIAL HEADLINES FOR QZONE USE AROUND THE WORLD

172
JAN
2020
SOURCE: WEIBO CORPORATION Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019). *NOTE: SINA WEIBO RESTRICTS USE OF ITS PLATFORM TO PEOPLE AGED 14 AND ABOVE.
NUMBER OF WORLDWIDE
MONTHLY ACTIVE
SINA WEIBO USERS
SHARE OF POPULATION
AGED 14+ THAT USES SINA
WEIBO EACH MONTH*
IN THE NUMBER OF MONTHLY
ACTIVE SINA WEIBO USERS
PERCENTAGE OF ACTIVE
SINA WEIBO USERS WHO
ACCESS VIA MOBILE DEVICES
497 8.4% +11% 94%
MILLION
ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD
SINA WEIBO OVERVIEW

173
JAN
2020
SOURCE: REDDIT (JANUARY 2020). *NOTE: FIGURE FOR NEW POSTS PUBLISHED TO REDDIT ONLY INCLUDES POSTS PUBLISHED BETWEEN JANUARY AND OCTOBER 2019, SO THE FIGURE FOR
POSTS MADE THROUGHOUT 2019 IS LIKELY HIGHER. FIGURE FOR ANNUAL GROWTH IN THE NUMBER OF COMMENTS REFLECTS THE YEAR-ON-YEAR CHANGE TO OCTOBER 2019.
NUMBER OF
WORLDWIDE MONTHLY
ACTIVE REDDIT USERS
SHARE OF POPULATION
AGED 13+ THAT USES
REDDIT EACH MONTH
YEAR-ON-YEAR
INCREASE IN MONTHLY
ACTIVE REDDIT USERS
NUMBER OF NEW
POSTS PUBLISHED TO
REDDIT DURING 2019*
ANNUAL INCREASE IN THE
NUMBER OF COMMENTS
POSTED TO REDDIT*
430 7.1% +30% 199 +37%
MILLION MILLION
ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD
REDDIT OVERVIEW

175
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). NOTE: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL
GLOBAL CONNECTIONS FIGURES QUOTED HERE DO NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY
COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
UNIQUE MOBILE
USERS AS A PERCENTAGE
OF TOTAL POPULATION
NUMBER OF MOBILE
CONNECTIONS
(EXCLUDING IOT)
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
5.19 67% 7.95 103% 1.53
BILLION BILLION
A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS
MOBILE USERS vs. MOBILE CONNECTIONS

176
JAN
2020
SOURCES: GSMA INTELLIGENCE (JANUARY 2020); ERICSSON MOBILITY REPORT (NOVEMBER 2019); ERICSSON MOBILITY CALCULATOR (JANUARY 2020). NOTE: CONNECTIONS FIGURES DO
NOT INCLUDE CELLULAR IOT CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
TOTAL NUMBER
OF MOBILE USERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
TOTAL NUMBER
OF MOBILE USERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA
5.91 8.04
BILLION BILLION
5.19 7.95
BILLION BILLION
COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS
PERSPECTIVES: MOBILE USERS vs. CONNECTIONS

177
JAN
2020
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2020). FIGURES ARE REPORTED VALUES FOR 2020. TOTAL DO NOT SUM TO 100 DUE TO ROUNDING.
SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
ASSOCIATED WITH
FEATURE PHONES
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
73.0% 23.5% 3.6%
PERCENTAGE OF GLOBAL MOBILE CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE
SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE

178
JAN
2020
4,328
4,550
4,742
4,919
5,062
5,186
SOURCE: GSMA INTELLIGENCE (JANUARY 2020), BASED ON DATA FOR Q4 OF EACH PRECEDING YEAR. *NOTES: BASED ON MOBILE USERS WITH ANY FORM OF CELLULAR SUBSCRIPTION.
 COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
2015 2016 2017 2018 2019 2020
+5.1% +4.2% +3.7% +2.9% +2.4%
NUMBER OF UNIQUE MOBILE SUBSCRIBERS* (IN MILLIONS) AT THE START OF EACH YEAR, WITH RESPECTIVE YEAR-ON-YEAR CHANGE
UNIQUE MOBILE USERS OVER TIME

179
JAN
2020
7,006
7,207
7,460
7,706 7,739
7,955
SOURCE: GSMA INTELLIGENCE (JANUARY 2020), BASED ON DATA FOR Q4 OF EACH PRECEDING YEAR. *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
2015 2016 2017 2018 2019 2020
+2.9% +3.5% +3.3% +0.4% +2.8%
NUMBER OF MOBILE CONNECTIONS* (IN MILLIONS) AT THE START OF EACH YEAR, WITH RESPECTIVE YEAR-ON-YEAR CHANGE
TOTAL MOBILE CONNECTIONS OVER TIME

OCEANIA
SOUTHEASTERN
ASIA
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
180
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS. PERCENTAGES MAY
EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.  COMPARABILITY ADVISORY: BASE CHANGES. SOME
FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
107%
135%
114%
84%
102%
101%
169%
60%
51%
92%
101%
149%
127%117%
119%
106%
77%99%
106%
NUMBER OF MOBILE CONNECTIONS* IN EACH REGION COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
MOBILE CONNECTIVITY BY REGION

181
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS.
CONNECTIONS FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN
OUR PREVIOUS REPORTS.
187%
181%
176%
163%
159%
155%
154%
151%
150%
149%
147%
146%
138%
137%
135%
134%
133%
132%
130%
130%
129%
127%
124%
121%
119%
119%
118%
118%
118%
116%
116%
112%
107%
107%
103%
100%
99%
98%
97%
97%
96%
93%
92%
91%
89%
83%
78%
U.A.E.
HONGKONG
SOUTHAFRICA
RUSSIA
PHILIPPINES
PORTUGAL
DENMARK
JAPAN
VIETNAM
AUSTRIA
SINGAPORE
SWEDEN
ROMANIA
POLAND
NEWZEALAND
THAILAND
ITALY
GERMANY
GHANA
AUSTRALIA
ARGENTINA
MALAYSIA
INDONESIA
SWITZERLAND
TAIWAN
COLOMBIA
SOUTHKOREA
MOROCCO
ISRAEL
SAUDIARABIA
SPAIN
CHINA
U.S.A.
U.K.
WORLDWIDE
FRANCE
NETHERLANDS
KENYA
IRELAND
BRAZIL
CANADA
BELGIUM
TURKEY
EGYPT
MEXICO
NIGERIA
INDIA
MOBILE CONNECTIONS* BY COUNTRY OR TERRITORY, COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
MOBILE CONNECTIONS vs. TOTAL POPULATION

182
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. NOTE: DATA DO NOT INCLUDE IOT CONNECTIONS.
ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL
USE OF MULTIPLE CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES.
LOWEST LEVELS OF MOBILE CONNECTIVITYHIGHEST LEVELS OF MOBILE CONNECTIVITY
# LOWEST CONNECTIVITY % CONNECTIONS# HIGHEST CONNECTIVITY % CONNECTIONS
212 MARSHALL IS. 11% 6,655
211 NORTH KOREA 18% 4,522,381
210 SOUTH SUDAN 20% 2,199,885
209 ERITREA 20% 710,981
206 MADAGASCAR 33% 9,118,957
205 CHAD 37% 5,937,520
204 DEM. REP. OF THE CONGO 40% 35,129,427
203 ETHIOPIA 41% 46,745,015
01 MACAU 295% 1,901,733
02 U.S. VIRGIN IS. 198% 207,104
03 ANTIGUA & BARBUDA 195% 190,058
04 MONTENEGRO 191% 1,197,600
05 U.A.E. 187% 18,382,033
06 HONG KONG 181% 13,548,698
07 FINLAND 179% 9,911,448
08 COSTA RICA 178% 9,048,028
09 SEYCHELLES 176% 172,878
10 SOUTH AFRICA 176% 103,484,614
NUMBER OF MOBILE CONNECTIONS* COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
MOBILE CONNECTIVITY RANKINGS

183
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. *NOTES: DATA DO NOT INCLUDE IOT CONNECTIONS. ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
GREATEST PERCENTAGE CHANGE IN MOBILE CONNECTIVITY (CONTINUED)GREATEST PERCENTAGE CHANGE IN MOBILE CONNECTIVITY
# COUNTRY / TERRITORY ▲% ▲ CONNECTIONS # COUNTRY / TERRITORY ▲% ▲ CONNECTIONS
01 LIBERIA +32% +995,144
02 PHILIPPINES +28% +38,365,709
03 CUBA +26% +1,199,358
04 CAMEROON +19% +3,729,196
05 ETHIOPIA +18% +7,205,015
06 MYANMAR +18% +10,169,609
07 MALI +17% +3,185,930
08 SOUTH SUDAN +16% +310,885
09 MALAWI +12% +942,398
10 NIGER +12% +1,204,075
11 CENTRAL AFRICAN REP. +11% +226,083
12 CHAD +10% +557,425
13 BURUNDI +9.9% +623,277
14 KIRIBATI +9.6% +5,362
15 GUINEA +9.5% +1,144,667
16 MADAGASCAR +9.4% +782,831
17 MAYOTTE +9.0% +26,074
18 KENYA +8.7% +4,180,366
19 SOMALIA +8.7% +604,212
20 GABON +8.7% +261,016
COUNTRIES AND TERRITORIES* WITH THE HIGHEST YEAR-ON-YEAR PERCENTAGE CHANGE IN MOBILE CONNECTIVITY
CONNECTIVITY GROWTH RANKING: RELATIVE CHANGE

184
JAN
2020
GREATEST ABSOLUTE CHANGE IN MOBILE CONNECTIVITY (CONTINUED)GREATEST ABSOLUTE CHANGE IN MOBILE CONNECTIVITY
# COUNTRY / TERRITORY ▲ CONNECTIONS ▲% # COUNTRY / TERRITORY ▲ CONNECTIONS ▲%
01 CHINA +66,815,202 +4.3%
02 PHILIPPINES +38,365,709 +28%
03 INDONESIA +14,762,173 +4.6%
04 NIGERIA +12,062,396 +7.7%
05 MYANMAR +10,169,609 +18%
06 PAKISTAN +9,622,898 +6.2%
07 ETHIOPIA +7,205,015 +18%
08 BANGLADESH +6,992,473 +4.5%
09 U.S.A. +6,345,550 +1.8%
10 JAPAN +6,056,462 +3.3%
11 KENYA +4,180,366 +8.7%
12 CAMEROON +3,729,196 +19%
13 MALI +3,185,930 +17%
14 SOUTH AFRICA +3,082,701 +3.1%
15 NEPAL +3,016,466 +7.6%
16 IRAN +2,994,040 +2.4%
17 VIETNAM +2,724,108 +1.9%
18 TURKEY +2,551,158 +3.4%
19 SUDAN +2,267,502 +7.4%
20 SRI LANKA +2,206,420 +7.5%
COUNTRIES AND TERRITORIES* WITH THE LARGEST YEAR-ON-YEAR CHANGE IN THE ABSOLUTE NUMBER OF MOBILE CONNECTIONS
CONNECTIVITY GROWTH RANKING: ABSOLUTE CHANGE

185
JAN
2020
SOURCE: GSMA INTELLIGENCE MOBILE CONNECTIVITY INDEX (ACCESSED JANUARY 2020). THE MOBILE CONNECTIVITY INDEX MEASURES THE PERFORMANCE OF 165 COUNTRIES AGAINST
KEY ENABLERS OF MOBILE INTERNET ADOPTION. COUNTRIES ARE SCORED WITHIN A RANGE OF 0 TO 100 ACROSS A NUMBER OF INDICATORS, WITH A HIGHER SCORE REPRESENTING
STRONGER PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY. FOR MORE INFORMATION, VISIT WWW.MOBILECONNECTIVITYINDEX.COM
88.4
86.6
85.2
83.3
83.1
83.1
82.9
82.2
81.9
81.6
80.7
80.6
80.6
80.5
79.3
79.1
78.3
78.1
78.0
75.8
75.8
74.9
74.3
74.0
73.8
73.8
73.2
70.0
68.3
67.4
67.3
65.6
65.5
65.0
63.0
62.5
61.8
61.6
59.5
57.7
55.6
54.2
51.2
50.8
47.7
AUSTRALIA
SINGAPORE
NEWZEALAND
DENMARK
IRELAND
U.K.
SWEDEN
CANADA
NETHERLANDS
SWITZERLAND
U.S.A.
BELGIUM
AUSTRIA
GERMANY
FRANCE
JAPAN
SOUTHKOREA
SPAIN
HONGKONG
POLAND
PORTUGAL
ISRAEL
CHINA
ITALY
ROMANIA
U.A.E.
RUSSIA
SAUDIARABIA
THAILAND
MALAYSIA
MEXICO
TURKEY
ARGENTINA
VIETNAM
COLOMBIA
BRAZIL
INDONESIA
PHILIPPINES
SOUTHAFRICA
MOROCCO
INDIA
EGYPT
GHANA
KENYA
NIGERIA
GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY OR TERRITORY
GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX

186
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). NOTE: PERCENTAGES vs. POPULATION MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE
CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURE QUOTED HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES.
SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
NUMBER OF MOBILE
CONNECTIONS
(EXCLUDING IOT)
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
CONNECTIONS THAT ARE
BROADBAND (3G – 5G)
7.95 103% 73% 27% 77%
BILLION
OVERVIEW OF MOBILE CONNECTIONS WITH SHARE BY PAYMENT TYPE AND CONNECTION BANDWIDTH
MOBILE CONNECTIONS BY TYPE

187
JAN
2020
39%
47%
51%
61%
71%
77%
SOURCE: GSMA INTELLIGENCE (JANUARY 2020), BASED ON DATA FOR Q4 OF EACH PRECEDING YEAR. *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
2015 2016 2017 2018 2019 2020
+21% +8.5% +20% +16% +8.5%
3G, 4G, AND 5G CONNECTIONS AS A SHARE OF TOTAL MOBILE CONNECTIONS AT THE START OF EACH YEAR, WITH YEAR-ON-YEAR RELATIVE CHANGE
MOBILE BROADBAND CONNECTIVITY OVER TIME

188
JAN
2020
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: CONNECTIONS FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
100%
100%
100%
100%
99%
99%
98%
98%
96%
96%
96%
96%
96%
94%
94%
93%
93%
91%
91%
91%
90%
90%
88%
88%
88%
87%
87%
87%
87%
86%
86%
84%
83%
83%
81%
80%
80%
78%
77%
76%
70%
70%
67%
65%
60%
53%
51%
AUSTRALIA
TAIWAN
THAILAND
SOUTHKOREA
JAPAN
SINGAPORE
SWITZERLAND
AUSTRIA
U.S.A.
NEWZEALAND
DENMARK
CANADA
ISRAEL
SWEDEN
HONGKONG
FRANCE
U.K.
PORTUGAL
MALAYSIA
NETHERLANDS
INDONESIA
BRAZIL
SAUDIARABIA
U.A.E.
MEXICO
SPAIN
IRELAND
CHINA
BELGIUM
PHILIPPINES
TURKEY
GERMANY
POLAND
ITALY
ARGENTINA
EGYPT
RUSSIA
COLOMBIA
WORLDWIDE
ROMANIA
GHANA
SOUTHAFRICA
INDIA
MOROCCO
NIGERIA
VIETNAM
KENYA
3G, 4G, AND 5G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
BROADBAND CONNECTIONS vs. TOTAL CONNECTIONS

189
JAN
2020
LOWEST RATES OF BROADBAND SHARE vs. ALL CONNECTIONSHIGHEST RATES OF BROADBAND SHARE vs. ALL CONNECTIONS
# COUNTRY / TERRITORY SHARE CONNECTIONS # COUNTRY / TERRITORY SHARE CONNECTIONS
01= AUSTRALIA 100% 32,894,754
01= NORTH KOREA 100% 4,522,381
01= MACAU 100% 1,901,733
01= TAIWAN 100% 28,428,492
05 THAILAND 100% 93,198,452
06 SOUTH KOREA 100% 60,359,753
07 JAPAN 99% 189,902,405
08 SINGAPORE 99% 8,470,602
09 SWITZERLAND 98% 10,276,958
10 AUSTRIA 98% 13,101,211
211 COMOROS 4.9% 22,022
210 EQUATORIAL GUINEA 6.8% 49,520
209 MARSHALL IS. 7.2% 480
208 CUBA 12% 677,066
207 GREENLAND 12% 7,062
206 PALESTINE 15% 628,011
205 YEMEN 17% 3,059,647
204 GRENADA 21% 26,964
202 NIGER 24% 2,702,266
COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST SHARES OF MOBILE BROADBAND CONNECTIONS vs. TOTAL MOBILE CONNECTIONS*
MOBILE BROADBAND: CONNECTION SHARE RANKING

190
JAN
2020
170%
164%
150%
147%
146%
145%
141%
137%
137%
134%
130%
130%
130%
123%
119%
119%
118%
115%
114%
112%
112%
111%
110%
105%
104%
103%
103%
101%
99%
98%
93%
93%
92%
91%
90%
88%
85%
81%
80%
79%
79%
78%
77%
73%
52%
50%
50%
HONGKONG
U.A.E.
JAPAN
DENMARK
AUSTRIA
SINGAPORE
PORTUGAL
SWEDEN
PHILIPPINES
THAILAND
AUSTRALIA
RUSSIA
NEWZEALAND
SOUTHAFRICA
TAIWAN
SWITZERLAND
SOUTHKOREA
MALAYSIA
POLAND
ISRAEL
INDONESIA
GERMANY
ITALY
ROMANIA
ARGENTINA
SAUDIARABIA
U.S.A.
SPAIN
U.K.
CHINA
COLOMBIA
FRANCE
CANADA
GHANA
NETHERLANDS
BRAZIL
IRELAND
BELGIUM
VIETNAM
WORLDWIDE
TURKEY
MEXICO
MOROCCO
EGYPT
INDIA
NIGERIA
KENYA
3G, 4G, AND 5G MOBILE CONNECTIONS* AS A PERCENTAGE OF TOTAL POPULATION (REGARDLESS OF AGE)
BROADBAND CONNECTIONS vs. POPULATION

191
JAN
2020
LOWEST RATES OF BROADBAND CONNECTIVITY vs. POPULATIONHIGHEST RATES OF BROADBAND CONNECTIVITY vs. POPULATION
# COUNTRY / TERRITORY % POP. CONNECTIONS # COUNTRY / TERRITORY % POP. CONNECTIONS
01 MACAU 295% 1,901,733
02 HONG KONG 170% 12,700,075
03 FINLAND 168% 9,281,084
04 KUWAIT 166% 7,050,777
05 U.A.E. 164% 16,148,853
06 JAPAN 150% 189,902,405
07 DENMARK 147% 8,521,111
08 AUSTRIA 146% 13,101,211
09 SINGAPORE 145% 8,470,602
10 PORTUGAL 141% 14,419,497
211 MARSHALL IS. 0.8% 480
210 COMOROS 2.6% 22,022
209 EQUATORIAL GUINEA 3.6% 49,520
208 FED. STATES OF MICRONESIA 4.9% 5,606
207 CUBA 6.0% 677,066
206 SOUTH SUDAN 8.5% 945,790
205 CHAD 9.4% 1,516,100
204 YEMEN 10% 3,059,647
203 NIGER 11% 2,702,266
COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST RATES OF MOBILE BROADBAND CONNECTIVITY vs. TOTAL POPULATION
MOBILE BROADBAND CONNECTIVITY RANKINGS

192
JAN
2020
99%
97%
97%
97%
96%
91%
89%
88%
87%
86%
83%
81%
81%
79%
76%
75%
74%
73%
72%
70%
70%
62%
55%
53%
46%
44%
44%
43%
37%
34%
31%
31%
29%
28%
25%
21%
20%
19%
17%
15%
15%
15%
14%
12%
8%
7%
0.3%
GHANA
INDONESIA
PHILIPPINES
KENYA
NIGERIA
MOROCCO
VIETNAM
MEXICO
INDIA
EGYPT
SOUTHAFRICA
U.A.E.
ITALY
COLOMBIA
RUSSIA
THAILAND
CHINA
WORLDWIDE
SAUDIARABIA
MALAYSIA
ARGENTINA
BRAZIL
NEWZEALAND
PORTUGAL
IRELAND
ROMANIA
TURKEY
HONGKONG
GERMANY
SINGAPORE
AUSTRALIA
POLAND
U.K.
SWITZERLAND
AUSTRIA
U.S.A.
SPAIN
SWEDEN
BELGIUM
TAIWAN
NETHERLANDS
ISRAEL
DENMARK
CANADA
FRANCE
SOUTHKOREA
JAPAN
MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE (“PAY-AS-YOU-GO”) AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
PRE-PAID CONNECTIONS vs. ALL CONNECTIONS

193
JAN
2020
HIGHEST RATES OF POST-PAID MOBILE CONNECTIONSHIGHEST RATES OF PRE-PAID MOBILE CONNECTIONS
# COUNTRY / TERRITORY % CONNECTIONS # COUNTRY / TERRITORY % CONNECTIONS
01= DJIBOUTI 100% 413,750
01= NORTH KOREA 100% 4,522,381
01= MARSHALL IS. 100% 6,655
01= FED. STATES OF MICRONESIA 100% 24,780
05 CHAD 100% 5,931,689
06 BURKINA FASO 100% 19,931,972
07 GUINEA 99% 13,101,834
08 CÔTE D’IVOIRE 99% 33,939,987
09 BURUNDI 99% 6,900,564
10 GUINEA-BISSAU 99% 1,521,249
01 JAPAN 100% 191,166,713
02 SOUTH KOREA 93% 56,324,981
03 FINLAND 92% 9,145,305
04 FRANCE 92% 60,409,023
05 JERSEY 88% 102,511
06 CANADA 88% 31,744,424
07 DENMARK 86% 7,637,794
08 ISRAEL 85% 8,630,790
09 BULGARIA 85% 8,082,764
10 NETHERLANDS 85% 14,489,292
COUNTRIES AND TERRITORIES* WITH THE HIGHEST RATES OF MOBILE CONNECTION PRE-PAYMENT AND POST-PAYMENT
MOBILE CONNECTIONS: PRE-PAID vs. POST-PAID

194
JAN
2020
SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JANUARY 2020).
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 7.2GB
36.5
32.7
29.0
26.5
21.8
18.4
15.9
13.6
11.7
10.6
9.7
8.7
7.16.45.75.24.74.13.63.22.92.62.3
Q3
2019
Q2
2019
Q1
2019
Q4
2018
Q3
2018
Q2
2018
Q1
2018
Q4
2017
Q3
2017
Q2
2017
Q1
2017
Q4
2016
Q3
2016
Q2
2016
Q1
2016
Q4
2015
Q3
2015
Q2
2015
Q1
2015
Q4
2014
Q3
2014
Q2
2014
Q1
2014
MONTHLY AVERAGE GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
EVOLUTION OF GLOBAL MOBILE DATA CONSUMPTION

195
JAN
2020
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. BASED ON PUBLISHED FIGURES FOR 2019 FOR MOBILE DATA TRAFFIC AND SMARTPHONE
CONNECTIONS BY REGION.
NORTH
AMERICA
WESTERN, CENTRAL
& EASTERN EUROPE
ASIA-
PACIFIC
LATIN
AMERICA
MIDDLE EAST
& AFRICA
7.8 5.9 7.3 3.6 3.2
GIGABYTES GIGABYTES GIGABYTES GIGABYTES GIGABYTES
AVERAGE MONTHLY MOBILE DATA TRAFFIC PER SMARTPHONE CONNECTION, BY REGION
MONTHLY MOBILE DATA USE PER SMARTPHONE

196
JAN
2020
SOURCE: APP ANNIE (JANUARY 2020). *NOTE: PERCENTAGE SHARE FIGURES ONLY FACTOR TIME SPENT USING MOBILE APPS AND WEB BROWSERS.
AVERAGE TIME
SPENT USING MOBILE
DEVICES EACH DAY
IN DAILY TIME SPENT
USING MOBILE DEVICES
TIME SPENT USING
MOBILE APPLICATIONS*
TIME SPENT USING
A WEB BROWSER*
3H 40M +10% 91% 9%
TOTAL TIME THAT MOBILE USERS SPEND USING MOBILE DEVICES EACH DAY, WITH COMPARISON OF TIME SPENT USING APPS AND WEB BROWSERS
MOBILE TIME BY ACTIVITY

197
JAN
2020
MUSIC
APPS
MAP
APPS
BANKING
APPS
DATING
APPS
HEALTH AND
FITNESS APPS
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
OR VIDEO APPS
GAMES
(ANY TYPE)
SHOPPING
APPS
52% 65% 35% 11% 26%
89% 89% 65% 47% 66%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
global
web
index
global
web
index
global
web
index
global
web
index

198
JAN
2020
SOURCE: APP ANNIE, “STATE OF MOBILE 2020” (JANUARY 2020). NOTE: FIGURES ARE BASED ON USE OF ANDROID DEVICES ONLY. PERCENTAGES DO NOT SUM TO 100% DUE TO ROUNDING.
AVERAGE TIME
SPENT USING MOBILE
DEVICES EACH DAY
SHARE OF MOBILE TIME
SPENT IN SOCIAL &
COMMUNICATIONS APPS
SPENT IN VIDEO &
ENTERTAINMENT APPS
SPENT PLAYING GAMES
(ANY GAME KIND)
SPENT USING OTHER
KINDS OF APPS
3H 40M 50% 21% 9% 19%
AVERAGE TIME SPENT USING MOBILE DEVICES EACH DAY WORLDWIDE, WITH SHARE OF TIME SPENT IN TOP MOBILE APP CATEGORIES
SHARE OF TIME SPENT IN MOBILE APPS BY CATEGORY

199
JAN
2020
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2020). *NOTES: FIGURE FOR GLOBAL MONTHLY MOBILE DATA TRAFFIC USES DATA FOR Q3 2019. PERCENTAGE SHARE FIGURES
BASED ON THE REPORTED APPLICATION TRAFFIC SHARE VALUES FOR 2019.
SHARE OF MOBILE DATA:
WEB BROWSING
AUDIO APPS
FILE SHARING
OTHER KINDS OF APP
CURRENT GLOBAL MONTHLY
MOBILE DATA VOLUME*
VIDEO APPS
SOCIAL NETWORKING
SOFTWARE UPDATES
3.9% 1.8% 1.0% 15.3%
36.5 63.4% 10.4% 4.2%
BILLION GIGABYTES
SHARE OF TOTAL GLOBAL MOBILE DATA VOLUME BY CATEGORY OF APPLICATION
SHARE OF GLOBAL MOBILE DATA BY CATEGORY

200
JAN
2020
SOURCE: APP ANNIE, “STATE OF MOBILE 2020” (JANUARY 2020); ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2020); KEPIOS ANALYSIS.
*NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
WORLDWIDE NUMBER OF
MOBILE APP DOWNLOADS
IN 2019 (ALL PLATFORMS)
ANNUAL GROWTH IN
THE NUMBER OF MOBILE
APP DOWNLOADS
TOTAL VALUE OF GLOBAL
CONSUMER SPEND ON
MOBILE APPS IN 2019
ANNUAL GROWTH IN THE
VALUE OF CONSUMER
SPEND ON MOBILE APPS
AVERAGE CONSUMER
SPEND ON APPS PER
SMARTPHONE* IN 2019
204 +6% $120 +20% $21.62
BILLION BILLION
GLOBAL APP DOWNLOADS, AND THE VALUE OF THE GLOBAL MOBILE APP MARKET IN U.S. DOLLARS, INCLUDING ANNUAL TRENDS
MOBILE APPS: GLOBAL TRENDS

201
JAN
2020
SOURCE: APP ANNIE (JANUARY 2020).
# APP CATEGORY # APP CATEGORY# APP CATEGORY # APP CATEGORY
GOOGLE PLAY: 2019 DOWNLOADS IOS: 2019 DOWNLOADSGOOGLE PLAY: 2019 SPEND IOS: 2019 SPEND
01 GAMES
02 TOOLS
03 ENTERTAINMENT
04 COMMUNICATION
05 SOCIAL
06 PHOTOGRAPHY
07 VIDEO PLAYERS & EDITORS
08 MUSIC & AUDIO
09 SHOPPING
10 FINANCE
01 GAMES
02 PHOTO AND VIDEO
03 ENTERTAINMENT
04 UTILITIES
05 SHOPPING
06 SOCIAL NETWORKING
07 FINANCE
08 LIFESTYLE
09 PRODUCTIVITY
10 EDUCATION
01 GAMES
02 SOCIAL
03 ENTERTAINMENT
04 LIFESTYLE
05 PRODUCTIVITY
06 MUSIC & AUDIO
07 COMMUNICATION
08 ANDROID WEAR
09 HEALTH & FITNESS
10 DATING
01 GAMES
02 ENTERTAINMENT
03 SOCIAL NETWORKING
04 PHOTO AND VIDEO
05 MUSIC
06 LIFESTYLE
07 HEALTH AND FITNESS
08 BOOKS
09 EDUCATION
10 PRODUCTIVITY
RANKINGS OF MOBILE APP CATEGORIES BY TOTAL GLOBAL DOWNLOADS AND ANNUAL GLOBAL CONSUMER SPEND
MOBILE APPS: GLOBAL CATEGORY RANKINGS

202
JAN
2020
SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES.
# GAME NAME GAME DEVELOPER# APP NAME APP DEVELOPER
RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERSRANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
01 PUBG MOBILE TENCENT
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 HONOUR OF KINGS TENCENT
04 ANIPOP HAPPY ELEMENTS
05 GAME FOR PEACE TENCENT
06 CLASH OF CLANS SUPERCELL
07 POKÉMON GO NIANTIC
08 SUBWAY SURFERS KILOO
09 CLASH ROYALE SUPERCELL
10 FREE FIRE SEA
01 WHATSAPP MESSENGER FACEBOOK
02 FACEBOOK FACEBOOK
03 FACEBOOK MESSENGER FACEBOOK
04 WECHAT TENCENT
05 INSTAGRAM FACEBOOK
06 TIKTOK BYTEDANCE
07 ALIPAY ANT FINANCIAL SERVICES GRP.
08 QQ TENCENT
09 TAOBAO ALIBABA GROUP
10 BAIDU BAIDU
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY AVERAGE MONTHLY ACTIVE USERS THROUGHOUT 2019
GLOBAL MOBILE APP RANKINGS: ACTIVE USERS

203
JAN
2020
SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADSRANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS
01 FREE FIRE SEA
03 SUBWAY SURFERS KILOO
04 COLOR BUMP 3D GOOD JOB GAMES
05 FUN RACE 3D GOOD JOB GAMES
06 MY TALKING TOM 2 OUTFIT7
07 RUN RACE 3D GOOD JOB GAMES
08 HOMESCAPES PLAYRIX
09 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
10 STACK BALL AZUR INTERACTIVE GAMES
01 FACEBOOK MESSENGER FACEBOOK
02 FACEBOOK FACEBOOK
03 WHATSAPP MESSENGER FACEBOOK
04 TIKTOK BYTEDANCE
05 INSTAGRAM FACEBOOK
06 SHAREIT SHAREIT
07 LIKEE YY INC
08 SNAPCHAT SNAP
09 NETFLIX NETFLIX
10 SPOTIFY SPOTIFY
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF DOWNLOADS IN 2019
GLOBAL MOBILE APP RANKINGS: DOWNLOADS

204
JAN
2020
SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR CONSUMER SPEND VIA THIRD-PARTY ANDROID STORES.
RANKING OF MOBILE GAMES BY CONSUMER SPENDRANKING OF MOBILE APPS BY CONSUMER SPEND
01 FATE / GRAND ORDER SONY
02 HONOUR OF KINGS TENCENT
03 CANDY CRUSH SAGA ACTIVISION BLIZZARD
04 MONSTER STRIKE MIXI
05 POKÉMON GO NIANTIC
06 LINEAGE M NCSOFT
07 FANTASY WESTWARD JOURNEY NETEASE
08 CLASH OF CLANS SUPERCELL
10 DRAGON BALL Z DOKKAN BATTLE BANDAI NAMCO
01 TINDER INTERACTIVECORP (IAC)
02 NETFLIX NETFLIX
03 TENCENT VIDEO TENCENT
04 IQIYI BAIDU
05 YOUTUBE GOOGLE
06 PANDORA MUSIC SIRIUS XM RADIO
07 LINE LINE
08 LINE MANGA LINE
09 YOUKU ALIBABA GROUP
10 GOOGLE ONE GOOGLE
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND IN 2019
GLOBAL MOBILE APP RANKINGS: CONSUMER SPEND

205
JAN
2020
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR
DECEMBER 2019; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2019 TO DECEMBER 2018. *NOTES: FIGUERS FOR SAMSUNG OS REFER ONLY TO THOSE
DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.
DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018:
SHARE OF WEB TRAFFIC
ORIGINATING FROM
ANDROID DEVICES
ORIGINATING FROM
APPLE IOS DEVICES
ORIGINATING FROM
KAI OS DEVICES
ORIGINATING FROM
SAMSUNG OS DEVICES*
ORIGINATING FROM
OTHER OS DEVICES
74% 25% 0.4% 0.2% 0.6%
-1.4% +13% -69% -38% -62%
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS
SHARE OF WEB TRAFFIC BY MOBILE OS

206
JAN
2020
*NOTE: “CASTING” INCLUDES SCREEN MIRRORING.
WATCH CONTENT
ON A TV BY CASTING IT
FROM A MOBILE PHONE*
USE OR
SCAN
QR CODES
USE AN
IMAGE SEARCH
TOOL OR SERVICE
USE A MOBILE
PHONE AS A TICKET
OR BOARDING PASS
TRANSFER MONEY
TO FRIENDS
OR FAMILY
29% 38% 38% 23% 46%
PERCENT OF INTERNET USERS AGED 16 TO 64 WHO PERFORM EACH ACTION USING THEIR MOBILE PHONE EACH MONTH
MOBILE ACTIONS
global
web
index
global
web
index

207
JAN
2020
SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JANUARY 2020). *NOTE: TYPICAL SHORT-RANGE IOT DEVICES HAVE A RANGE OF UP TO 100 METRES, AND ARE POWERED
BY TECHNOLOGIES SUCH AS WIFI AND BLUETOOTH. WIDE-AREA IOT DEVICES USE TECHNOLOGIES SUCH AS CELLULAR CONNECTIVITY TO OFFER MUCH WIDER RANGES.
ADVISORY: ERICSSON AND GSMA INTELLIGENCE REPORT DIFFERENT FIGURES FOR THE NUMBER OF CELLULAR CONNECTIONS, SO DATA PUBLISHED BY EACH COMPANY MAY NOT CORRELATE.
SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL:
FIXED
PHONES
MOBILE PHONES
(ANY TYPE)
PCS, LAPTOPS
AND TABLETS
SHORT-RANGE
IOT DEVICES*
WIDE-AREA
IOT DEVICES*
1.36 7.94 1.57 10.94 1.88
BILLION BILLION BILLION BILLION BILLION
6% 34% 7% 46% 8%
THE TOTAL NUMBER OF CONNECTED DEVICES AROUND THE WORLD BY TYPE, AND EACH TYPE’S SHARE OF TOTAL CONNECTED DEVICES
CONNECTED DEVICES AND THE ‘INTERNET OF THINGS’

208
5G has been on the cards for years,
with China already an early adopter for
this technology. But with global rollout
in stead, and hardware launching to
accommodate, this new connectivity will
open countless doors in terms of how
people will use their smartphones.
In 2020, brands will
be expected to unlock the
value of 5G in the everyday
5G FUTURES
Mobile has long been considered the future of
a more seamless world. But as mobile security
improves, verification no longer needs paper
trails. As a result, our devices are becoming
all-in-one passports to more seamless physical
experiences, whether paying bills via WeChat
or storing cinema tickets in your mobile wallet.
In 2020, brands will use mobile
interfaces to unlock experiences
in the physical world
MOBILE PASSPORTS
Smartphone sales have been stagnating for
a while, with homogeneous hardware being
held accountable. Against this backdrop,
manufacturers are diversifying their offering,
evolving away from that single pane of glass,
towards more complex devices, and there
will be implications for user behaviour.
In 2020, brands will be forced to
adapt their mobile offerings to a new
range of formats and behaviours
HARDWARE FATIGUE
SHIFTS IN HOW WE’RE USING OUR PHONES
WE ARE SOCIAL’S PERSPECTIVE: APPS & MOBILE IN 2020

210
JAN
2020
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JANUARY 2020).
NOTE: PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION.
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING ONLINE TRANSACTIONS
PERCENTAGE OF MEN
MAKING ONLINE TRANSACTIONS
HAS AN ACCOUNT WITH
A FINANCIAL INSTITUTION
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
17.0% 19.9% 27.7% 30.3%
67.1% 18.4% 4.4% 29.0%
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
FINANCIAL INCLUSION FACTORS

211
JAN
2020
SEARCHED ONLINE FOR
A PRODUCT OR SERVICE
TO BUY (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE ON THE
WEB (ANY DEVICE)
PURCHASED A
PRODUCT ONLINE
(ANY DEVICE)
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
80% 90% 74% 36% 52%
ECOMMERCE ACTIVITIES
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH
global
web
index
global
web
index

212
JAN
2020
88%
82%
82%
82%
82%
81%
80%
80%
78%
78%
78%
77%
76%
76%
76%
75%
74%
74%
74%
74%
74%
73%
73%
73%
72%
71%
70%
70%
70%
70%
69%
69%
68%
68%
67%
66%
65%
64%
63%
60%
60%
56%
51%
INDONESIA
THAILAND
POLAND
GERMANY
MALAYSIA
U.K.
SOUTHKOREA
TAIWAN
IRELAND
AUSTRIA
CHINA
ITALY
PHILIPPINES
U.S.A.
SWITZERLAND
VIETNAM
WORLDWIDE
INDIA
SPAIN
SWEDEN
SINGAPORE
FRANCE
SAUDIARABIA
NETHERLANDS
NEWZEALAND
DENMARK
BRAZIL
HONGKONG
AUSTRALIA
ROMANIA
BELGIUM
JAPAN
CANADA
ISRAEL
MEXICO
U.A.E.
PORTUGAL
ARGENTINA
TURKEY
COLOMBIA
RUSSIA
SOUTHAFRICA
EGYPT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION
global
web
index

213
JAN
2020
80%
69%
66%
64%
64%
59%
58%
58%
57%
55%
52%
51%
51%
47%
45%
44%
44%
43%
42%
40%
40%
39%
39%
39%
39%
38%
38%
38%
38%
37%
36%
34%
34%
33%
33%
33%
33%
32%
31%
31%
30%
29%
28%
INDONESIA
THAILAND
PHILIPPINES
CHINA
MALAYSIA
VIETNAM
SAUDIARABIA
TAIWAN
SOUTHKOREA
INDIA
WORLDWIDE
U.A.E.
SINGAPORE
HONGKONG
IRELAND
MEXICO
TURKEY
COLOMBIA
POLAND
ITALY
SPAIN
EGYPT
SWEDEN
ISRAEL
U.S.A.
ARGENTINA
U.K.
BRAZIL
AUSTRIA
NEWZEALAND
NETHERLANDS
GERMANY
SWITZERLAND
SOUTHAFRICA
AUSTRALIA
CANADA
PORTUGAL
RUSSIA
FRANCE
JAPAN
ROMANIA
DENMARK
BELGIUM
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION
global
web
index

214
JAN
2020
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JANUARY 2020). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER
SPEND FOR 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.
 COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)*
DIGITAL
MUSIC
VIDEO
GAMES
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
$383.2 $1.19 $13.59 $83.15
BILLION TRILLION BILLION BILLION
$620.1 $456.9 $168.8 $316.7
THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2019, IN U.S. DOLLARS
GLOBAL ECOMMERCE SPEND BY CATEGORY

215
JAN
2020
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JANUARY 2020). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-
YEAR CONSUMER SPEND IN 2019 AND 2018, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO
GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS.
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
+16% +7.9% +4.8% +4.9%
+18% +18% +13% +19%
YEAR-ON-YEAR GROWTH IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2019, IN U.S. DOLLARS
GLOBAL ECOMMERCE GROWTH BY CATEGORY

216
JAN
2020
SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES REPRESENT ONLINE B2C
SPEND ON CONSUMER CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT
INCLUDE B2C SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR STREAMING SERVICES, OR ON ANY B2B PURCHASES.
$1,441
$1,389
$1,326
$1,269
$1,157
$1,094
$1,031
$1,021
$1,016
$1,003
$950
$903
$891
$873
$849
$835
$758
$638
$605
$577
$520
$499
$442
$426
$401
$368
$190
$185
$158
$140
$124
$120
$119
$111
$111
$109
$96
$73
$59
$54
$49
$44
$42
$41
$20
SOUTHKOREA
U.S.A.
U.K.
SWEDEN
AUSTRALIA
GERMANY
NETHERLANDS
CHINA
SWITZERLAND
JAPAN
FRANCE
CANADA
HONGKONG
AUSTRIA
DENMARK
NEWZEALAND
IRELAND
ISRAEL
BELGIUM
SINGAPORE
SPAIN
WORLDWIDE
PORTUGAL
U.A.E.
ITALY
POLAND
RUSSIA
MALAYSIA
TURKEY
MEXICO
THAILAND
BRAZIL
ARGENTINA
INDONESIA
COLOMBIA
SOUTHAFRICA
EGYPT
SAUDIARABIA
GHANA
VIETNAM
INDIA
NIGERIA
KENYA
MOROCCO
PHILIPPINES
AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2019, IN U.S. DOLLARS
ECOMMERCE ARPU: CONSUMER GOODS PURCHASES

217
JAN
2020
SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: ARPU VALUES REPRESENT ONLINE
B2C SPEND ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR
STREAMING SERVICES. GDP COMPARISONS USE CURRENT UNITED STATES DOLLARS VALUES, NOT THE ‘INTERNATIONAL DOLLARS’ USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.
10.4%
4.6%
4.4%
3.8%
3.1%
2.9%
2.7%
2.6%
2.5%
2.5%
2.4%
2.3%
2.3%
2.3%
2.2%
2.2%
2.1%
2.0%
2.0%
2.0%
1.9%
1.9%
1.8%
1.7%
1.7%
1.7%
1.7%
1.7%
1.7%
1.7%
1.6%
1.5%
1.4%
1.4%
1.3%
1.3%
1.3%
1.2%
1.2%
1.0%
1.0%
1.0%
0.9%
0.6%
0.3%
CHINA
SOUTHKOREA
WORLDWIDE
EGYPT
U.K.
INDONESIA
GHANA
JAPAN
KENYA
INDIA
POLAND
SWEDEN
GERMANY
FRANCE
U.S.A.
NIGERIA
VIETNAM
AUSTRALIA
NEWZEALAND
CANADA
NETHERLANDS
PORTUGAL
HONGKONG
SPAIN
THAILAND
SOUTHAFRICA
AUSTRIA
TURKEY
RUSSIA
COLOMBIA
MALAYSIA
ISRAEL
MEXICO
DENMARK
BRAZIL
BELGIUM
MOROCCO
SWITZERLAND
ITALY
ARGENTINA
U.A.E.
IRELAND
SINGAPORE
PHILIPPINES
SAUDIARABIA
AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2019 vs. GDP PER CAPITA
CONSUMER ECOMMERCE ARPU vs. GDP PER CAPITA

218
JAN
2020
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020); 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).
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 NIKE 100
02 AMAZON 94
03 IPHONE 75
04 SAMSUNG 73
05 SHOES 68
06 WALMART 52
07 ADIDAS 51
08 TV 44
09 EBAY 37
10 PS4 27
11 APPLE 25
12 AIR MAX 21
13 XIAOMI 20
14 HUAWEI 19
15 IKEA 19
16 MERCADO LIVRE 19
17 GUCCI 18
18 VANS 17
19 LAPTOP 16
20 GOOGLE 16
TOP GLOBAL GOOGLE SHOPPING SEARCH QUERIES THROUGHOUT 2019
TOP GOOGLE SHOPPING QUERIES

219
JAN
2020
SOURCE: PPRO, “PAYMENTS AND E-COMMERCE REPORT: WESTERN AND CENTRAL EUROPE (2020 EDITION)” (DECEMBER 2019). NOTE: FIGURES REPRESENT GLOBAL VALUES, NOT JUST VALUES
FOR WESTERN AND CENTRAL EUROPE.
TOTAL VALUE OF THE
GLOBAL CONSUMER (B2C)
ECOMMERCE MARKET
ANNUAL GROWTH IN THE
VALUE OF GLOBAL B2C
ECOMMERCE SPEND
ECOMMERCE SPEND AS
A PERCENTAGE OF TOTAL
GLOBAL RETAIL SPEND
WORLDWIDE AVERAGE
ANNUAL ONLINE SPEND
PER B2C CONSUMER
MOBILE’S SHARE OF
GLOBAL B2C ECOMMERCE
TRANSACTION VALUE
$3.43 +18% 16% $2,594 50%
TRILLION
PERSPECTIVES ON THE OVERALL SIZE AND GROWTH OF THE GLOBAL ECOMMERCE MARKET (IN U.S. DOLLARS)
GLOBAL ECOMMERCE VALUE: ALTERNATIVE PERSPECTIVE

220
JAN
2020
NOTE: APP USAGE MAY TAKE PLACE ON PHONES OR TABLETS.
65%
56%
56%
55%
54%
53%
52%
49%
47%
47%
47%
47%
46%
46%
46%
45%
45%
45%
45%
45%
44%
44%
44%
44%
44%
43%
43%
42%
40%
38%
37%
36%
36%
36%
35%
34%
34%
34%
33%
33%
30%
29%
29%
21%
20%
17%
15%
THAILAND
SWEDEN
SOUTHKOREA
NEWZEALAND
SOUTHAFRICA
IRELAND
POLAND
MALAYSIA
NETHERLANDS
ISRAEL
AUSTRALIA
BRAZIL
KENYA
SINGAPORE
BELGIUM
AUSTRIA
CANADA
MEXICO
RUSSIA
DENMARK
TURKEY
SWITZERLAND
SPAIN
TAIWAN
COLOMBIA
U.K.
HONGKONG
NIGERIA
ROMANIA
FRANCE
PHILIPPINES
ARGENTINA
VIETNAM
U.S.A.
WORLDWIDE
ITALY
PORTUGAL
SAUDIARABIA
GERMANY
INDONESIA
U.A.E.
CHINA
INDIA
JAPAN
GHANA
EGYPT
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY USE MOBILE BANKING OR FINANCIAL SERVICES APPS EACH MONTH
USE OF BANKING AND FINANCIAL SERVICES APPS

221
JAN
2020
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR FINTECH (ACCESSED JANUARY 2020). FIGURES USE FULL-YEAR VALUES FOR 2019, WITH COMPARISONS TO EQUIVALENT 2018 DATA.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED PAYMENTS” INCLUDE PAYMENTS FOR PRODUCTS AND SERVICES
MADE OVER THE INTERNET, AND MOBILE PAYMENTS AT POINT-OF-SALE (POS) VIA SMARTPHONE APPS.
NUMBER OF PEOPLE
MAKING DIGITALLY ENABLED
PAYMENT TRANSACTIONS*
TOTAL ANNUAL VALUE
OF DIGITALLY ENABLED
CONSUMER PAYMENTS
ANNUAL CHANGE IN THE
VALUE OF DIGITALLY ENABLED
CONSUMER PAYMENTS
AVERAGE TOTAL ANNUAL VALUE OF
DIGITAL PAYMENT TRANSACTIONS
PER DIGITAL PAYMENTS USER
3.76 $4.14 +15% $1,102
BILLION TRILLION
SIZE AND GROWTH OF THE DIGITAL PAYMENTS MARKET (IN U.S. DOLLARS)
DIGITAL PAYMENTS OVERVIEW

222
JAN
2020
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JANUARY 2020).
83%
75%
68%
65%
65%
65%
64%
61%
60%
54%
53%
53%
51%
49%
48%
47%
45%
45%
45%
42%
42%
41%
39%
34%
27%
24%
21%
21%
20%
18%
17%
16%
14%
12%
10%
10%
9%
6%
6%
4%
3%
3%
3%
2%
2%
0.2%
CANADA
ISRAEL
JAPAN
SWITZERLAND
HONGKONG
U.K.
SOUTHKOREA
NEWZEALAND
AUSTRALIA
SPAIN
TAIWAN
GERMANY
IRELAND
SINGAPORE
BELGIUM
AUSTRIA
U.A.E.
SWEDEN
DENMARK
ITALY
TURKEY
FRANCE
NETHERLANDS
PORTUGAL
BRAZIL
ARGENTINA
MALAYSIA
CHINA
RUSSIA
WORLDWIDE
POLAND
SAUDIARABIA
COLOMBIA
ROMANIA
THAILAND
MEXICO
SOUTHAFRICA
GHANA
KENYA
VIETNAM
EGYPT
INDIA
NIGERIA
INDONESIA
PHILIPPINES
MOROCCO
PERCENTAGE OF ADULTS AGED 15+ THAT POSSESS A CREDIT CARD
CREDIT CARD PENETRATION

223
JAN
2020
42%
40%
38%
37%
32%
31%
31%
31%
30%
28%
27%
26%
26%
25%
24%
23%
23%
23%
22%
22%
22%
22%
21%
21%
21%
20%
20%
20%
20%
19%
18%
18%
16%
16%
16%
16%
16%
15%
15%
15%
13%
13%
12%
11%
10%
10%
10%
HONGKONG
THAILAND
CHINA
TAIWAN
SOUTHKOREA
INDIA
DENMARK
SINGAPORE
POLAND
BRAZIL
WORLDWIDE
SWITZERLAND
VIETNAM
SAUDIARABIA
INDONESIA
RUSSIA
SPAIN
PHILIPPINES
MEXICO
MALAYSIA
AUSTRIA
GERMANY
IRELAND
PORTUGAL
U.K.
U.A.E.
JAPAN
NEWZEALAND
U.S.A.
AUSTRALIA
CANADA
KENYA
ITALY
SOUTHAFRICA
SWEDEN
ARGENTINA
COLOMBIA
NETHERLANDS
BELGIUM
ROMANIA
NIGERIA
TURKEY
FRANCE
EGYPT
ISRAEL
MOROCCO
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING MOBILE PAYMENT SERVICES (E.G. APPLE PAY OR SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
global
web
index

224
JAN
2020
17%
13%
13%
12%
11%
11%
10%
9%
9%
9%
9%
9%
8%
8%
8%
8%
8%
8%
7%
7%
7%
7%
6%
6%
6%
6%
6%
5%
5%
5%
5%
5%
5%
5%
5%
5%
5%
4%
4%
4%
4%
4%
4%
4%
2%
2%
1%
PHILIPPINES
BRAZIL
SOUTHAFRICA
THAILAND
NIGERIA
INDONESIA
COLOMBIA
TURKEY
ARGENTINA
MALAYSIA
PORTUGAL
AUSTRIA
ROMANIA
SINGAPORE
SPAIN
U.A.E.
SWITZERLAND
VIETNAM
MEXICO
WORLDWIDE
CHINA
INDIA
SOUTHKOREA
GHANA
POLAND
JAPAN
SWEDEN
BELGIUM
NETHERLANDS
U.S.A.
HONGKONG
KENYA
IRELAND
SAUDIARABIA
ITALY
U.K.
AUSTRALIA
DENMARK
TAIWAN
CANADA
GERMANY
EGYPT
FRANCE
NEWZEALAND
MOROCCO
RUSSIA
ISRAEL
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT OWNING ANY FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
global
web
index

225
JAN
2020
49%
45%
40%
40%
34%
31%
30%
29%
29%
25%
24%
23%
23%
22%
22%
21%
19%
19%
17%
17%
17%
16%
15%
15%
14%
13%
12%
12%
11%
11%
10%
10%
9%
9%
8%
7%
7%
5%
4%
4%
4%
4%
3%
INDONESIA
SINGAPORE
BRAZIL
MEXICO
COLOMBIA
MALAYSIA
CHINA
INDIA
RUSSIA
VIETNAM
WORLDWIDE
SOUTHAFRICA
EGYPT
AUSTRALIA
SAUDIARABIA
PHILIPPINES
ARGENTINA
NEWZEALAND
U.S.A.
HONGKONG
THAILAND
PORTUGAL
TAIWAN
POLAND
U.K.
CANADA
IRELAND
U.A.E.
SPAIN
ISRAEL
ROMANIA
FRANCE
SWEDEN
SWITZERLAND
SOUTHKOREA
TURKEY
AUSTRIA
ITALY
DENMARK
BELGIUM
GERMANY
NETHERLANDS
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE RIDE-HAILING APPS EACH MONTH
USE OF RIDE-HAILING APPS
global
web
index

226
JAN
2020
SOURCE: STATISTA MARKET OUTLOOK FOR ONLINE MOBILITY SERVICES (ACCESSED JANUARY 2020). FIGURES USE FULL-YEAR VALUES FOR 2019, WITH COMPARISONS TO EQUIVALENT 2018
DATA. SEE STATISTA.COM/OUTLOOK/MOBILITY-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED RIDE-HAILING SERVICES” INCLUDE TRANSPORTATION NETWORK
COMPANIES THAT OFFER RIDES IN PRIVATE VEHICLES (E.G. UBER, DIDI, GRAB), RIDE-POOLING SERVICES, AND REGULAR TAXI SERVICES BOOKED ONLINE OR THROUGH A SMARTPHONE APP.
NUMBER OF PEOPLE
USING DIGITALLY ENABLED
RIDE-HAILING SERVICES*
TOTAL VALUE OF THE
DIGITALLY ENABLED
RIDE-HAILING MARKET
ANNUAL GROWTH IN THE TOTAL
VALUE OF THE DIGITALLY ENABLED
RIDE-HAILING MARKET
ANNUAL REVENUE PER
USER OF DIGITALLY ENABLED
RIDE-HAILING SERVICES
996.7 $183.7 +20% $184
MILLION BILLION
SIZE AND GROWTH OF THE RIDE-HAILING MARKET (IN U.S. DOLLARS)
RIDE-HAILING MARKET OVERVIEW

227
JAN
2020
35%
34%
29%
27%
25%
25%
25%
24%
23%
22%
SEARCH ENGINES
ADS ON TELEVISION
WORD-OF-MOUTH RECOMMENDATIONS
ADS IN SOCIAL MEDIA
BRAND OR PRODUCT WEBSITES
ADS ON WEBSITES
TV SHOWS OR FILMS
RETAIL WEBSITES
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA
ADS IN MOBILE OR TABLET APPS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
SOURCES OF NEW BRAND DISCOVERY
global
web
index

228
JAN
2020
SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JANUARY 2020). FIGURES RESPRESENT FULL-YEAR DIGITAL ADVERTISING SPEND FOR 2019.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: SPEND VALUES ARE IN U.S. DOLLARS. INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES
DO NOT INCLUDE SPEND ON E-MAIL MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.
TOTAL DIGITAL AD
SPEND IN 2019
SPEND ON DIGITAL
SEARCH ADS IN 2019
SPEND ON SOCIAL
MEDIA ADS IN 2019
SPEND ON DIGITAL
BANNER ADS IN 2019
SPEND ON DIGITAL
VIDEO ADS IN 2019
SPEND ON DIGITAL
CLASSIFIED ADS IN 2019
$59.76 $35.24 $21.23
BILLION BILLION BILLION
$334.0 $127.9 $89.91
BILLION BILLION BILLION
TOTAL SPEND (IN U.S. DOLLARS) ON DIGITAL ADVERTISING IN 2019, WITH DETAIL OF SPEND IN INDIVIDUAL DIGITAL ADVERTISING SUB-CATEGORIES
VALUE OF THE DIGITAL ADVERTISING MARKET

229
JAN
2020
SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JANUARY 2020). FIGURES COMPARE FULL-YEAR DIGITAL ADVERTISING SPEND IN 2019 TO EQUIVALENT DATA FOR
2018. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL
MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.
YEAR-ON-YEAR CHANGE
IN TOTAL DIGITAL AD SPEND
DIGITAL SEARCH AD SPEND
SOCIAL MEDIA AD SPEND
DIGITAL BANNER AD SPEND
DIGITAL VIDEO AD SPEND
DIGITAL CLASSIFIED AD SPEND
+7.0% +9.4% +3.8%
+12% +11% +18%
YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL ADVERTISING MARKET BETWEEN 2018 AND 2019, INCLUDING SUB-CATEGORY CHANGES
DIGITAL ADVERTISING MARKET: VALUE GROWTH

230
JAN
2020
SOURCE: EMARKETER (FEBRUARY 2019). FIGURES REPRESENT EMARKETER’S PROJECTIONS FOR FULL-YEAR 2019 ADVERTISING SPEND. *NOTE: SHARE OF TOTAL GLOBAL AD SPEND INCLUDES
SPEND FOR BOTH ONLINE AND OFFLINE ADVERTISING MEDIA.
SHARE OF TOTAL
GLOBAL AD SPEND:*
SHARE OF TOTAL
DIGITAL AD SPEND:
SHARE OF TOTAL
DIGITAL AD SPEND:
SHARE OF TOTAL
DIGITAL AD SPEND:
SHARE OF TOTAL
DIGITAL AD SPEND:
TOTAL GLOBAL
DIGITAL AD SPEND
TOTAL GLOBAL AD
SPEND ON GOOGLE
TOTAL GLOBAL AD
SPEND ON FACEBOOK
TOTAL GLOBAL AD
SPEND ON ALIBABA
TOTAL GLOBAL AD
SPEND ON AMAZON
$333.3 $103.7 $67.4 $29.2 $14.0
BILLION BILLION BILLION BILLION BILLION
50.1% 31.1% 20.2% 8.8% 4.2%
WHERE ADVERTISERS SPENT THEIR DIGITAL ADVERTISING BDUGETS IN 2019 (IN U.S. DOLLARS)
DIGITAL AD SPEND: ALTERNATIVE PERSPECTIVE

231
Gen Z are expecting more intimate
communication with the brands and
people they shop with on social. With
reselling or ‘flea market’ platforms like
Depop and Poshmark increasingly
influential, habits and preferences learnt
on these platforms are spilling onto
traditional social selling tools.
In 2020, brands will
behave more like
people to sell on social
HUMAN COMMERCE
Shoppable content is ubiquitous, regardless
of platform. And people are happy to
engage with it – provided it’s doing more
than a hard sell. Whether an in-feed game,
telling a background story, or offering
an education, people want shoppable
posts and ads on social to make their
in-feed experiences tangibly better.
In 2020, ads and shoppable
posts will add functionality
and value to people’s feeds
SHOPPABLE CONTENT
AR is being experimented with as a tool to help
people experience products in the digital space.
Whether immersing them in a truly brand-led
experience – as LEGO did with its AR Snapchat
store – or using the tech to try on clothes or
make-up, this tech has evolved from glitchy and
experimental, to an effective tool for experiencing
brands and products in the digital space.
In 2020, AR will be used to help
people experience products
and brands in the digital space
AR SHOPPERS
SHIFTS IN HOW WE SHOP AND SPEND ON SOCIAL
WE ARE SOCIAL’S PERSPECTIVE: SOCIAL COMMERCE IN 2020

232
From Instagram Checkout to Facebook Pay, social media is rapidly evolving into a full-blown ecommerce
machine. But social commerce efforts still need to be rooted in the fundamentals of smart social media strategy.
According to Forrester, social ads drive customers towards
the purchase funnel more effectively than other digital ads.
While many organizations occasionally boost organic
social posts, few run fully integrated social ad campaigns.
Instead of ad-hoc post promotion, integrate your social
ad strategy with campaigns across other channels
such as email, search, and paid media to drive sales.
BREAK DOWN CAMPAIGN SILOS
FOR CROSS-CHANNEL RESULTS
Social commerce features create a wealth of measurable insights
around the conversion side of the social customer journey, making
it easier to demonstrate clear ROI. But sales made directly on
social platforms should still be measured alongside other marketing
touchpoints within a cross-channel attribution model. Use these
insights to clarify the full picture of your customers’ journey, refine
your strategy, and optimize tactics across all channels.
MAKE SMARTER DECISIONS
WITH MULTI-TOUCH ATTRIBUTION
HOOTSUITE’S PERSPECTIVE: ECOMMERCE IN 2020

HOOTSUITE
CLICK THE LOGOS TO ACCESS ADDITIONAL
CONTENT, INSIGHTS, AND RESOURCES
FROM WE ARE SOCIAL AND HOOTSUITE:
WE ARE SOCIAL

Learn more at https://www.globalwebindex.com
90% GLOBAL
COVERAGE
ONGOING DATA COLLECTION
ACROSS 46 MARKETS
CROSS-DEVICE
COVERAGE
GlobalWebIndex is the leading provider of audience profiling
data to agencies, publishers, and brands worldwide.
SPECIAL THANKS: GLOBALWEBINDEX

Learn more about Statista at https://www.statista.com
96% OF THE GLOBAL
INTERNET POPULATION
OVER 150 COUNTRIES
AND REGIONS
98% OF WORLDWIDE
ECONOMIC POWER
MORE THAN 30,000
INTERACTIVE STATISTICS
Statista is one of the world’s largest online statistics databases. Its Digital Market
Outlook products provide forecasts, detailed market insights, and key indicators
on over 90 digital markets within verticals including e-commerce, digital media,
advertising, smart home, and fintech for over 150 countries and regions.
SPECIAL THANKS: STATISTA

Learn more about GSMA Intelligence at https://www.gsmaintelligence.com
GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive
database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s
datacoverseveryoperatorgroup,networkandMVNOineverycountry–fromAfghanistan
to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics
available, comprising tens of millions of individual data points.
Leadingoperators,vendors,regulators,financialinstitutionsandthird-partyindustryplayers
rely on GSMA Intelligence to support strategic decision-making and long-term investment
planning. The data is used as an industry reference point and is frequently cited by the
media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce
regular thought-leading research reports across a range of industry topics.
SPECIAL THANKS: GSMA INTELLIGENCE

Learn more about App Annie at https://www.appannie.com
App Annie is the industry’s most trusted mobile data and analytics platform. App Annie’s mission is
to help customers create winning mobile experiences and achieve excellence. The company created
the mobile app data market and is committed to delivering the industry’s most complete mobile
performance offering. More than 1,100 enterprise clients and 1 million registered users across the
globe and spanning all industries rely on App Annie as the standard to revolutionize their mobile
business. The company is headquartered in San Francisco with 12 offices worldwide.
1 MILLION
REGISTERED USERS
BEST-IN-CLASS
DATA
COVERAGE ACROSS
150 COUNTRIES
UNPARALLELED
SERVICE & SUPPORT
SPECIAL THANKS: APP ANNIE

Learn more about SimilarWeb at https://www.similarweb.com
GRANULAR
ANALYSIS
GLOBAL
COVERAGE
APP
INTELLIGENCE
WEB
INTELLIGENCE
SimilarWeb provides the measure of the digital world. With an international online panel consisting
of hundreds of millions of devices, SimilarWeb provides granular insights about any website or
app across a wide array of industries. Global brands such as Google, eBay, and adidas rely
on SimilarWeb to understand, track and grow their digital market share. The company has 450
employees and offices spanning four continents. SimilarWeb has been named one of Wall
Street’s Secret Weapons, and one of Calcalist’s 2018 List of 50 Most Promising Israeli Startups.
SPECIAL THANKS: SIMILARWEB

Learn more about Locowise at https://locowise.com
CUSTOM REPORT
BUILDER WITH
OVER 300 METRICS
CAMPAIGN
ANALYSIS, TRACKING
AND REPORTING
INSIGHTS FROM ALL
YOUR NETWORKS
IN ONE PLACE
PREDICTIVE
METRICS TO DRIVE
FUTURE STRATEGY
Locowise is a social media performance measurement
platform that helps agencies to manage clients,
produce and prove value, and win new business.
SPECIAL THANKS: LOCOWISE

MOBILE USERS & CONNECTIONS: GSMA
Intelligence (January 2020); Ericsson Mobility Report
(November 2019); Ericsson Mobility Calculator and
Visualizer tools (accessed January 2020). Mobile
Apps: App Annie (January 2020); SimilarWeb
(January 2020). Mobile actions: GlobalWebIndex
(Q3 2019).
ECOMMERCE USERS & SPEND: Statista Digital
Market Outlook* (accessed January 2020);
GlobalWebIndex (Q3 2019)*; PPRO Payments &
Ecommerce reports (2019 and 2020 editions). Brand
discovery channels: GlobalWebIndex (Q3 2019).
Ride-Hailing insights from Statista Digital Market
Outlook* (accessed January 2020); GlobalWebIndex
(Q3 2019). Digital advertising market: Statista
Digital Market Outlook* (accessed January 2020);
eMarketer (February 2019).
*For more details of GlobalWebIndex’s methodology,
visit https://www.globalwebindex.com.
*For more details of Statista’s Market Outlook, visit
https://www.statista.com/outlook/digital-markets.
POPULATION & DEMOGRAPHICS: United
Nations World Population Prospects, 2019 Revision;
US Census Bureau (accessed January 2020); United
Nations World Urbanization Prospects, 2018 Revision;
local government bodies (latest data available in
January 2020). Literacy rates: UNESCO Institute
for Statistics; UNICEF Data; World Bank DataBank;
Pew Research; Ethnologue; IndexMundi; CIA World
Factbook; Phrasebase (all accessed January 2020).
GDP and financial inclusions data: World Bank
DataBank; IMF Data; CIA World Factbook (all
accessed January 2020). Device owenserhip and time
spent by media: GlobalWebIndex (Q3 2019).*
INTERNET USERS: ITU Statistics; Eurostat Data
Explorer; GlobalWebIndex; Facebook’s self-serve
advertising tools; local government authorities and
telecom regulatory bodies; APJII (all accessed January
2020). Mobile internet share based on data from
GlobalWebIndex (Q3 2019)*, and extrapolations
of data reported in Facebook’s self-serve advertising
tools. Internet connection speed data from Ookla
Speedtest (values for December 2019). Time spent
on the internet from GlobalWebIndex (Q3 2019).*
World’s top websites from SimilarWeb (December
2019) and Alexa (monthly average based on 3-month
period to mid-January 2020). Web language insights
via W3Techs (January 2020). Google search insights
from Google Trends (data for full year 2019). Data
on use of data misuse fears, voice search, and ad
blockers from GlobalWebIndex (Q3 2019).* Data
on concerns about ‘fake news’ from Reuters Institute
Digital News Report (2019 edition). Content streaming
insights from GlobalWebIndex (Q3 2019).* Smart
Home insights from Statista Digital Market Outlook*
(accessed January 2020); GlobalWebIndex (Q3
2019).
SOCIAL MEDIA USERS & ADVERTISING
AUDIENCES: Social media platforms’ self-service
advertising tools (including extrapolations); company
earnings announcements; press releases and
promotional materials; remarks by senior platform
executives at public events; statements on company
websites; reports in reputable media (all latest data
available in January 2020). TikTok data from a
company sales presentation published by AdAge
(October 2019). YouTube insights via YouTube press
website (accessed January 2020). Top messenger
platforms from SimilarWeb (January 2020, based on
data for December 2019). Time spent on social media
from GlobalWebIndex (Q3 2019)*. Facebook and
Instagram reach and engagement data from Locowise
(January 2020, based on averages for Q4 2019).
DATA SOURCES

It’s unlikely that one hundred percent of
internet users in any given country will use
the same social media platform though, so in
cases where internet and social media user
numbers are the same, it’s likely that the actual
number of internet users will be higher than the
number we’ve reported.
Lastly, we’ve changed the source for a number
of our data points in this year’s reports, and
a number of metrics that we reported in last
year’s Global Digital reports have also been
revised by the original data provider since
publication. As a result, some figures in this
year’s reports may appear to have changed
in unexpected ways. Wherever we’re aware
of these changes, we’ve included details
in the footnotes of each relevant chart, but
please use caution when comparing data from
different reports in case the original base has
changed.
If you have any questions about specific data
points in these reports, or if you’d like to offer
your organisation’s data for consideration in
future reports, please email our reports team:
reports@kepios.com.
This report uses data from a wide variety of
sources, including market research agencies,
internet and social media companies,
governments and public bodies, news media,
journalists, and our own internal analysis.
Wherever possible, we’ve prioritised data
sources that provide broader geographical
coverage, in order to minimise the potential
variations between data points, and offer
more reliable comparison across countries.
However, where we believe that an individual
metric provides a more reliable reference,
we’ve used such individual numbers to ensure
the most accurate reporting.
Furthermore, due to differing data collection
and treatment methodologies used by these
organisations, and the different sample
periods during which data were collected,
there may be significant differences in the
reported metrics for similar data points
throughout this report. In particular, data
collected via surveys often vary from one
report to another, even if those data were
collected by the same organisation using the
same approach in each wave.
Similarly, reports of internet user numbers
vary considerably between different sources.
In part, this is because there are fewer
commercial imperatives for governments
and regulators to collect and publish regular
internet user data. However, the user numbers
published by social media platforms can be
a useful proxy for the number of internet users
in countries where no other reliable data are
available, because all active social media
users must have an active internet connection
in order to access social media. These data
are also more likely to be updated on a
regular basis, as social media companies
relies on this data to help sell their advertising
products and services.
As a result, on occasion, we’ve used the latest
addressable advertising audience data from
social media platforms’ self-service advertising
tools to inform our internet user numbers,
especially in less-developed economies,
where ‘official’ internet user numbers are
published less frequently. Consequently, there
are a number of instances in this report where
the reported number of social media users
equals the reported number of internet users.
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

This report has been compiled by Kepios Pte.
Ltd. (“Kepios”), We Are Social Ltd. (“We Are
Social”), and Hootsuite Inc. (“Hootsuite”)
for informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and private
companies, market research firms, government
agencies, NGOs, and private individuals.
While Kepios, We Are Social, and Hootsuite
strive to ensure that all data and charts
contained in this report are, as at the time of
publishing, accurate and up-to-date, neither
Kepios, nor We Are Social, nor Hootsuite
shall be responsible for any errors or
omissions contained in this report, or for the
results obtained from its use.
All information contained in this report
is provided “as is”, with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose.
This report contains data, tables, figures,
maps, flags, analyses and technical notes
that relate to various geographical territories
around the world, however reference to
these territories and any associated elements
(including names and flags) does not imply
the expression of any opinion whatsoever
on the part of Kepios, We Are Social,
Hootsuite, or any of the featured brands,
nor any of those organisations’ partners,
affiliates, employees or agents, concerning
the legal status of any country, territory, city
or area or of its authorities, or concerning the
delimitation of its frontiers or boundaries. This
report is provided with the understanding that
it does not constitute professional advice or
services of any kind and should therefore not
be substituted for independent investigations,
thought or judgment.
Accordingly, neither Kepios, nor We Are
Social, nor Hootsuite, nor any of the brands or
organisations featured or cited herein, nor any
of their partners, affiliates, group companies,
employees or agents shall, to the fullest
extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive,
incidental, special, consequential, exemplary
or similar loss or damage, or loss or damage
of any kind, suffered by you or anyone else
as a result of any use, action or decision taken
by you or anyone else in any way connected
to this report or the information contained
herein, or the result(s) thereof, even if advised
of the possibility of such loss or damage.
This report may contain references to third
parties, however this report does not endorse
any such third parties or their products
or services, nor is this report sponsored,
endorsed or associated with such third parties.
Except for those portions of this report relating
to the perspectives of Hootsuite or We Are
Social, this report and any opinions contained
herein have been prepared by Kepios,
and have not been specifically approved
or disapproved by Hootsuite. This report is
subject to change without notice. To ensure
that you have the most up-to-date version of
this report, please visit our reports website at
https://datareportal.com/.
DISCLAIMER AND IMPORTANT NOTES

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We are a socially-led creative agency. We are a global team of
more than 850 people in 15 offices around the world with a common
purpose: to connect people and brands in meaningful ways.
We believe in people before platforms and the power of social
insight to drive business value. We call this social thinking.
We work with many of the world’s biggest brands,
including adidas, Netflix, Samsung, Lavazza, and
Google on global, regional and local projects.
If you’d like to work with us, visit https://wearesocial.com

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Whether you’re managing a small team or making a bold
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Hootsuite is here to help you unlock the power of
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SIMON KEMP
@ESKIMON
REPORTS@KEPIOS.COM
DATAREPORTAL.COM

DIGITAL 2020 GLOBAL DIGITAL OVERVIEW

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