Digital 2022 Global Overview Report (January 2022) v05

THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022

Simon Kemp
CEO, Kepios
This summary barely scratches the surface
of this year’s findings though, so prepare
yourself for a full-on feast of facts and
figures as you dig into the report.
You’ll also find analysis and commentary
from a selection of our partners in this
year’s report, delivering valuable insight
and perspective from some of the world’s
top digital experts.
And just in case you need any help
translating all of this data into action,
please feel free to get in touch with me;
you’ll find my contact details at the end
of this report.
But with that, I’d like to wish you the
very best of luck for your digital journey
in 2022. Here’s to another year of
impressive digital milestones!
even though marketers are now spending
considerably more on social media ads
than they were this time a year ago,
they’re actually seeing fewer overall
impressions for their investments.
The importance of the mobile economy is
increasingly evident in this year’s numbers
too, with annual consumer spend on
mobile apps reaching US$170 billion –
equal to 0.2 percent of total global GDP.
Meanwhile, the typical global ecommerce
shopper now spends an average of
more than US$1,000 per year on online
consumer goods purchases, while figures
for China reveal that online purchases
in this category are already worth the
equivalent of 10 percent of national GDP.
The data also show that cryptocurrencies
have been gaining momentum, and more
than 1 in 10 working-age internet users
now owns at least one form of “crypto”.
However, adoption rates rise significantly
in developing economies, while Turkey
has seen ownership of cryptocurrencies
almost double over the past 12 months.
fallen below 3 billion, marking another
important milestone on our journey
towards equal digital access for all.
Meanwhile, at 4.95 billion, we’re also
tantalisingly close to reaching a global
total of 5 billion internet users, and I’m
looking forward to celebrating that
particular milestone with you in one of
our upcoming Statshot reports.
As always, the data in this year’s reports
goes well beyond user numbers though,
and our latest collection offers some
especially interesting insights into the
world’s evolving online behaviours.
For example, TikTok users spent an
average of 48 percent more time using
the platform’s mobile app over the past 12
months compared with the previous year,
while YouTube users now spend almost a
full day each month watching videos in
the platform’s app.
However, the cost of social media ad
impressions has jumped by more than
20 percent over the past 12 months, and
After the remarkable levels of growth
we saw last year, I fully expected to
see less impressive figures in this year’s
report. However, even after a decade of
producing these Global Digital Reports,
the data never ceases to surprise me.
Social media user numbers continue to
grow faster than they did pre-pandemic,
with the global total still increasing at
a rate of almost 13½ new users every
second.
Double-digit annual growth has taken the
global social media user figure to 4.62
billion, and current trends indicate that it
will equal 60 percent of the world’s total
population within the next few months.
COVID-19 continues to hamper research
into internet adoption though, resulting in
reporting delays that have kept overall
growth in internet user figures down for
the second year in a row.
Despite these challenges, however, the
latest data reveal that the number of
people who don’t use the internet has now
DIGITAL 2022: THE RISE OF CONNECTED TECH CONTINUES

APP ANNIE SIMILARWEB LOCOWISE SKAI
GWI STATISTA GSMA INTELLIGENCE SEMRUSH
PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE

DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT
FOR ADDITIONAL CONTEXT INTO HOW
DIGITAL BEHAVIOURS HAVE EVOLVED THIS
YEAR, CLICK HERE TO READ LAST YEAR’S
DIGITAL 2021 GLOBAL OVERVIEW REPORT
CLICK HERE TO READ OUR DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD

DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

!
The findings published in this report use the latest data available at the time of production. This may include revised figures
for historical data points that were not available when we published previous reports in the Global Digital Reports series.
From time to time, we may also change the data sources that we use to inform specific data points, and we may also change
how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report
the data that they share with us. As a result, findings published in this report may not correlate with findings published
in our previous reports, especially where such findings represent change over time (e.g. annual growth). Where we report
figures for change over time, such figures will use the latest available data, so we recommend using the values published
in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the
potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please
read these advisories carefully to understand how data sources or calculations have changed since previous reports, and
beware of making any comparisons with historical data. In addition to changes in data sources and calculations, please
note that social media user numbers may not represent unique individuals. This is because some people may manage
multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses,
animals, bands, etc.). As a result, the figures we publish for social media users may exceed the figures we publish for total
population or for internet users. This may seem counter-intuitive, but such differences do not represent mistakes. For more
information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
IMPORTANT NOTES ON COMPARING DATA

9
7.91 5.31 4.95 4.62
BILLION BILLION BILLION BILLION
57.0% 67.1% 62.5% 58.4%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
JAN
2022

10
+1.0% +1.8% +4.0% +10.1%
+80 MILLION +95 MILLION +192 MILLION +424 MILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT
ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
JAN
2022
JAN
2022

_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_
DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022
WE ARE SOCIAL’S PERSPECTIVE
D I G I T A L I N 2 0 2 2
SHIFTS IMPACTING THE ROLE OF DIGITAL IN OUR LIVES
In the wake of more than a year
in and out of lockdowns, the
way we function in everyday life
has undergone monumental
change, driving an evolution of
our relationship with digital. But
more than simply leading us to
spend more of our lives online –
both for work and for leisure –
it’s highlighted the impact of
digital inequality. More than a
simple lack of devices, it’s
indicative of global wealth
inequality, and of the systemic
issues that will be exacerbated
as we move into an ever more
digitised world.
In 2022, brands should look to
alleviate the digital divide
where it makes sense for
them to do so.
DIGITAL
INEQUALITY
The term Web3 has trickled into
public discourse during 2021.
More of an idea than a tangible
platform, Web3 is a vision of the
future of the Internet in which
people operate on a
decentralized internet, rather
than depending on tech giants
like Google or Facebook. This
discussion of a next generation
for digital speaks to the ongoing
fatigue with tech monopolies
and the negative impact that
they’re said to have on
individuals and societies alike.
In 2022, brands should keep an
eye out for Web3 brands
looking to disrupt industries
across the board.
DECENTRALISED
DREAMS
The metaverse is here – kind of.
While 87% of social media
users globally may not fully
understand what it is, with tech
giants from Facebook to
Fortnite vying to stake their
claim, there’s no doubt that
people will soon be getting
familiar with it. In this next
phase of the internet, social and
digital interactions will be
possible in a network of
open-digital worlds that we’ll
navigate with avatars.
In 2022, brands will need to
identify how their goods and
services show up to these
virtual worlds.
VIRTUAL
WORLDS
PARTNER CONTENT

Hootsuite’s Perspective
Digital Trends
Three ways to embrace change and gain an edge on social media in 2022
Stretch the
social experience
There’s more to social commerce than
having a “buy now” button in your posts.
Social media has become a top channel
for online brand research, second only
to search engines, and is widely used for
every stage of the purchase journey.
That’s why businesses are reimagining
what their commerce experience looks
like. To win in 2022, you must create a
thoughtful path that leads to and extends
far beyond the point of purchase on social.
Share
the care
Once upon a time, businesses could afford
to dabble in social customer service. But
since the pandemic, most have relied on a
more robust customer care strategy to find
their happily ever after. In 2022, brands will
continue to meet customers where they
are by making social a core channel for
customer care, and social marketers—who
understand this channel intuitively and
know the customers deeply—should be
brought on board to help.
Get acquainted
with Gen Z
Gen Z is currently the largest demographic
group globally. They spend an average of
3 hours on social media per day, and social
is their go-to channel for everything from
entertainment and news, to shopping
and messaging. These digital natives are
driving where social is headed next. And
even if Gen Z isn’t your target audience,
understanding their influence on the digital
and social universe will help give your
brand a competitive advantage in 2022
(and beyond).
PARTNER CONTENT

14
57.0% 60.8 86.7% 83.3% 90.1%
7.91 49.6% 50.4% +1.0% 31.4
BILLION
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
YEAR-ON-YEAR CHANGE
IN TOTAL POPULATION
MEDIAN AGE OF
THE POPULATION
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA.
GLOBAL OVERVIEW
DEMOGRAPHICS AND OTHER KEY INDICATORS
POPULATION ESSENTIALS
JAN
2022

15
49.2
48.0
46.9
46.4
45.9
45.8
45.4
44.8
43.8
43.8
43.6
43.5
43.4
43.2
42.7
42.5
42.3
42.3
41.5
41.2
40.9
40.8
40.2
39.1
39.0
38.6
38.3
38.3
34.3
33.3
32.7
32.4
32.2
32.2
32.0
31.4
31.0
30.6
30.3
30.2
29.8
29.1
28.1
26.3
24.8
21.8
20.7
18.2
JAPAN
ITALY
PORTUGAL
GREECE
GERMANY
SPAIN
HONG
KONG
SOUTH
KOREA
AUSTRIA
ROMANIA
NETHERLANDS
TAIWAN
SWITZERLAND
SINGAPORE
FRANCE
POLAND
DENMARK
BELGIUM
CANADA
SWEDEN
THAILAND
U.K.
RUSSIA
CHINA
IRELAND
U.S.A.
NEW
ZEALAND
AUSTRALIA
BRAZIL
VIETNAM
U.A.E.
SAUDI
ARABIA
TURKEY
COLOMBIA
ARGENTINA
WORLDWIDE
MALAYSIA
ISRAEL
INDONESIA
MOROCCO
MEXICO
INDIA
SOUTH
AFRICA
PHILIPPINES
EGYPT
GHANA
KENYA
NIGERIA
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES.
GLOBAL OVERVIEW
THE AGE AT WHICH THERE IS AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE TOTAL POPULATION
MEDIAN AGE OF THE POPULATION
JAN
2022

16
$98,526
$95,237
$71,761
$69,958
$63,544
$60,552
$59,334
$59,238
$55,724
$55,352
$54,914
$54,264
$52,518
$51,968
$48,091
$46,762
$46,712
$44,916
$44,252
$43,124
$41,855
$41,840
$41,053
$38,343
$34,492
$34,265
$31,946
$28,464
$28,213
$28,119
$27,887
$20,768
$18,833
$18,236
$17,312
$17,062
$14,836
$14,565
$12,608
$12,096
$12,073
$8,651
$8,390
$7,296
$6,454
$5,596
$5,187
$4,452
SINGAPORE
IRELAND
SWITZERLAND
U.A.E.
U.S.A.
DENMARK
NETHERLANDS
HONG
KONG
TAIWAN
AUSTRIA
SWEDEN
GERMANY
AUSTRALIA
BELGIUM
CANADA
SAUDI
ARABIA
FRANCE
U.K.
NEW
ZEALAND
SOUTH
KOREA
ISRAEL
ITALY
JAPAN
SPAIN
PORTUGAL
POLAND
ROMANIA
GREECE
RUSSIA
TURKEY
MALAYSIA
ARGENTINA
MEXICO
THAILAND
CHINA
WORLDWIDE
BRAZIL
COLOMBIA
EGYPT
SOUTH
AFRICA
INDONESIA
VIETNAM
PHILIPPINES
MOROCCO
INDIA
GHANA
NIGERIA
KENYA
SOURCES: WORLD BANK; KNOEMA. 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 TO WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
GLOBAL OVERVIEW
GROSS DOMESTIC PRODUCT PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN INTERNATIONAL DOLLARS
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)
JAN
2022

17
20.3% 27.4% 15.5% 14.1% 4.8%
-5.1% (-110 BPS) +17.6% (+410 BPS) +7.6% (+110 BPS) +14.6% (+180 BPS) +9.1% (+40 BPS)
96.6% 96.2% 8.8% 63.1% 34.8%
-0.5% (-50 BPS) -0.4% (-40 BPS) -2.2% (-20 BPS) -2.0% (-130 BPS) +1.5% (+50 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
GAMES
CONSOLE
SMART WATCH OR
SMART WRISTBAND
TV STREAMING
DEVICE
SMART HOME
DEVICE
VIRTUAL REALITY
DEVICE
ANY KIND OF
MOBILE PHONE
SMART
PHONE
FEATURE
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
DEVICE
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
NOTE: PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP
JAN
2022

18
1H 33M 1H 01M 0H 55M 1H 12M
+2.2% (+2M) [UNCHANGED] +1.9% (+1M) +1.4% (+1M)
6H 58M 3H 20M 2H 27M 2H 00M
+1.0% (+4M) -2.0% (-4M) +1.4% (+2M) -1.6% (-1M)
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT USING
A GAMES CONSOLE
TIME SPENT USING
THE INTERNET
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA
MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES
BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
DAILY TIME SPENT WITH MEDIA
JAN
2022

20
4.95 62.5% +4.0% 6H 58M 92.1%
BILLION +192 MILLION +1.0% (+4M)
TOTAL
INTERNET
USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF
INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET BY
EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE PHONES
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA
FROM GWI (Q3 2021), BASED ON A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING,
FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE
OVERVIEW OF INTERNET USE
JAN
2022

21
2,177
2,431
2,692
2,916
3,282
3,640
3,950
4,212
4,418
4,758
4,950
+11.7% +10.7% +8.3% +12.5% +10.9% +8.5% +6.6% +4.9% +7.7% +4.0%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN
RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE
CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF INTERNET USERS (IN MILLIONS) AND YEAR-ON-YEAR CHANGE
INTERNET USERS OVER TIME
JAN
2022

22
OCEANIA
SOUTH-EASTERN
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
73%
72%
73%
46%
66%
66%
26%
24%
42%
63%
86%
87%
98%
94%
75%
66%
70%
92%
72%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2022

23
99.0%
99.0%
99.0%
98.0%
98.0%
98.0%
97.9%
97.0%
96.5%
96.0%
94.9%
94.0%
94.0%
94.0%
93.0%
93.0%
93.0%
93.0%
92.0%
92.0%
91.0%
91.0%
90.0%
89.6%
89.0%
88.0%
87.0%
85.0%
84.3%
84.1%
83.0%
82.2%
82.0%
77.8%
77.0%
74.0%
73.7%
73.2%
71.9%
70.9%
69.1%
68.2%
68.0%
62.5%
53.0%
51.0%
47.0%
42.0%
DENMARK
IRELAND
U.A.E.
SOUTH
KOREA
U.K.
SWITZERLAND
SAUDI
ARABIA
SWEDEN
CANADA
NETHERLANDS
NEW
ZEALAND
BELGIUM
JAPAN
SPAIN
AUSTRIA
FRANCE
GERMANY
HONG
KONG
SINGAPORE
U.S.A.
AUSTRALIA
TAIWAN
ISRAEL
MALAYSIA
RUSSIA
ROMANIA
POLAND
PORTUGAL
ITALY
MOROCCO
ARGENTINA
GREECE
TURKEY
THAILAND
BRAZIL
MEXICO
INDONESIA
VIETNAM
EGYPT
CHINA
COLOMBIA
SOUTH
AFRICA
PHILIPPINES
WORLDWIDE
GHANA
NIGERIA
INDIA
KENYA
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: VALUES HAVE BEEN CAPPED AT
99% OF THE TOTAL POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2022

24
232 NORTH KOREA <0.1% [BLOCKED]
231 CENTRAL AFRICAN REPUBLIC 7.1% 355,057
230 ERITREA 8.0% 290,533
229 COMOROS 8.5% 76,141
228 SOUTH SUDAN 10.9% 1,251,667
227 SOMALIA 13.7% 2,266,393
226 NIGER 14.5% 3,721,749
225 KIRIBATI 14.6% 17,848
224 BURUNDI 14.6% 1,816,078
223 DEM. REP. OF THE CONGO 17.6% 16,504,983
01= BAHRAIN 99.0% 1,748,389
01= KUWAIT 99.0% 4,310,821
01= DENMARK 99.0% 5,765,876
01= ICELAND 99.0% 340,935
01= IRELAND 99.0% 4,951,504
01= LUXEMBOURG 99.0% 632,194
01= NORWAY 99.0% 5,433,568
01= UNITED ARAB EMIRATES 99.0% 9,935,967
01= LIECHTENSTEIN 99.0% 37,938
01= QATAR 99.0% 2,925,565
# HIGHEST ADOPTION % OF POP. № OF USERS # LOWEST ADOPTION % OF POP. № OF USERS
LOWEST LEVELS OF INTERNET ADOPTION
HIGHEST LEVELS OF INTERNET ADOPTION
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: VALUES HAVE BEEN CAPPED
AT 99% OF THE TOTAL POPULATION. THE INTERNET (AT LEAST AS THE REST OF THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. COMPARABILITY: SOURCE AND BASE
CHANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF INTERNET ADOPTION
INTERNET ADOPTION RANKING
JAN
2022

25
232 NORTH KOREA >99.9% 25,938,000
231 CENTRAL AFRICAN REPUBLIC 92.9% 4,613,000
230 ERITREA 92.0% 3,341,000
229 COMOROS 91.5% 822,000
228 SOUTH SUDAN 89.1% 10,248,000
227 SOMALIA 86.3% 14,333,000
226 NIGER 85.5% 21,881,000
225 KIRIBATI 85.4% 105,000
224 BURUNDI 85.4% 10,623,000
01 INDIA 742,003,000 53.0%
02 CHINA 421,432,000 29.1%
03 PAKISTAN 144,434,000 63.5%
04 BANGLADESH 114,511,000 68.5%
05 NIGERIA 104,888,000 49.0%
06 ETHIOPIA 89,502,000 75.0%
07 DEM. REP. OF THE CONGO 77,293,000 82.4%
08 INDONESIA 73,047,000 26.3%
09 BRAZIL 49,375,000 23.0%
10 TANZANIA 46,794,000 75.0%
# LOCATION
UNCONNECTED
POPULATION
% OF POP.
OFFLINE
# LOCATION
% OF POP.
OFFLINE
UNCONNECTED
RELATIVE: LOWEST LEVELS OF INTERNET ADOPTION
ABSOLUTE: LARGEST UNCONNECTED POPULATIONS
SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES IN THE “% OF POP. OFFLINE” COLUMN
REPRESENT THE PERCENTAGE OF THE POPULATION THAT DOES NOT YET USE THE INTERNET. ABSOLUTE VALUES HAVE BEEN ROUNDED TO THE NEAREST THOUSAND. THE INTERNET (AT LEAST AS THE REST OF THE
WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST UNCONNECTED POPULATIONS AND THE LOWEST LEVELS OF INTERNET ADOPTION
UNCONNECTED POPULATIONS
JAN
2022

26
6H 09M
6H 23M 6H 20M 6H 29M
6H 46M 6H 48M 6H 38M
6H 54M 6H 58M
+3.8% -0.8% +2.4% +4.4% +0.5% -2.5% +4.0% +1.0%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
JAN
2022

27
10:46
10:27
10:19
10:03
09:38
09:10
09:06
08:55
08:36
08:36
08:07
08:05
08:02
08:00
07:56
07:50
07:35
07:29
07:19
07:09
07:05
06:58
06:46
06:45
06:39
06:38
06:30
06:23
06:22
06:13
06:12
06:09
06:06
06:04
05:45
05:44
05:42
05:34
05:29
05:22
05:15
05:11
05:02
04:26
SOUTH
AFRICA
PHILIPPINES
BRAZIL
COLOMBIA
ARGENTINA
MALAYSIA
THAILAND
MEXICO
INDONESIA
U.A.E.
TAIWAN
SAUDI
ARABIA
EGYPT
TURKEY
PORTUGAL
RUSSIA
ISRAEL
SINGAPORE
INDIA
ROMANIA
U.S.A.
WORLDWIDE
HONG
KONG
CANADA
POLAND
VIETNAM
IRELAND
NEW
ZEALAND
SWEDEN
AUSTRALIA
U.K.
ITALY
GREECE
SPAIN
BELGIUM
SWITZERLAND
AUSTRIA
FRANCE
SOUTH
KOREA
GERMANY
CHINA
NETHERLANDS
DENMARK
JAPAN
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
JAN
2022

28
08:18
07:16
06:35
06:03
05:13
07:51
07:11
06:41
05:59
05:12
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
JAN
2022

29
61.0%
55.2%
53.1%
51.5%
51.3%
47.5%
45.8%
45.8%
42.7%
42.3%
37.6%
35.8%
34.6%
31.9%
30.8%
30.5%
28.2%
27.7%
21.4%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP-TO-DATE WITH NEWS AND EVENTS
WATCHING VIDEOS, TV SHOWS, AND MOVIES
RESEARCHING HOW TO DO THINGS
FINDING NEW IDEAS OR INSPIRATION
ACCESSING AND LISTENING TO MUSIC
RESEARCHING PRODUCTS AND BRANDS
FILLING UP SPARE TIME AND GENERAL BROWSING
EDUCATION AND STUDY-RELATED PURPOSES
RESEARCHING PLACES, VACATIONS, AND TRAVEL
RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS
MANAGING FINANCES AND SAVINGS
GAMING
BUSINESS-RELATED RESEARCH
MEETING NEW PEOPLE
ORGANISING DAY-TO-DAY LIFE
SHARING OPINIONS
BUSINESS-RELATED NETWORKING
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
JAN
2022

30
64.5% 29.4% 30.4% 13.8% 12.6%
-1.2% (-80 BPS) +4.3% (+120 BPS) +10.5% (+290 BPS) [NEW DATA POINT] +12.5% (+140 BPS)
92.1% 71.2% 90.7% 5.0% 28.2%
-0.5% (-50 BPS) +0.7% (+50 BPS) -0.9% (-80 BPS) +42.9% (+150 BPS) +2.9% (+80 BPS)
OWN LAPTOP
OR DESKTOP
WORK LAPTOP
OR DESKTOP
CONNECTED
TELEVISION
SMART HOME
DEVICE
GAMES
CONSOLE
MOBILE
PHONE (ANY)
LAPTOP OR
DESKTOP (ANY)
SMART
PHONE
FEATURE
PHONE
TABLET
DEVICE
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES
USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER.
PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET
DEVICES USED TO ACCESS THE INTERNET
JAN
2022

31
05:47
05:28
05:25
05:09
05:09
05:04
05:04
04:56
04:49
04:37
04:35
04:35
04:34
04:25
04:16
04:12
04:05
03:51
03:43
03:41
03:39
03:38
03:35
03:34
03:32
03:31
03:31
03:30
03:06
03:05
02:59
02:58
02:55
02:51
02:49
02:48
02:46
02:45
02:41
02:37
02:29
02:29
02:22
02:19
02:19
02:14
02:13
01:39
PHILIPPINES
THAILAND
BRAZIL
COLOMBIA
SOUTH
AFRICA
ARGENTINA
NIGERIA
INDONESIA
MALAYSIA
MEXICO
SAUDI
ARABIA
U.A.E.
GHANA
EGYPT
TURKEY
TAIWAN
INDIA
KENYA
WORLDWIDE
ROMANIA
RUSSIA
SINGAPORE
MOROCCO
PORTUGAL
VIETNAM
HONG
KONG
ISRAEL
U.S.A.
CHINA
IRELAND
NEW
ZEALAND
POLAND
SWEDEN
CANADA
AUSTRALIA
SPAIN
SOUTH
KOREA
ITALY
U.K.
GREECE
AUSTRIA
SWITZERLAND
NETHERLANDS
BELGIUM
FRANCE
GERMANY
DENMARK
JAPAN
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON MOBILE PHONES
TIME SPENT USING THE INTERNET ON MOBILES
JAN
2022

32
05:37
04:54
04:54
04:40
04:34
04:22
04:21
04:18
04:11
04:04
04:01
03:55
03:54
03:50
03:44
03:42
03:41
03:38
03:37
03:34
03:31
03:30
03:29
03:28
03:26
03:26
03:25
03:25
03:24
03:24
03:16
03:16
03:15
03:15
03:14
03:13
03:13
03:08
03:06
02:50
02:49
02:46
02:43
02:09
SOUTH
AFRICA
BRAZIL
COLOMBIA
PHILIPPINES
ARGENTINA
PORTUGAL
MALAYSIA
MEXICO
RUSSIA
ISRAEL
U.A.E.
TAIWAN
CANADA
SINGAPORE
TURKEY
POLAND
INDONESIA
THAILAND
EGYPT
U.S.A.
U.K.
SAUDI
ARABIA
GREECE
ROMANIA
IRELAND
SWEDEN
BELGIUM
ITALY
AUSTRALIA
NEW
ZEALAND
SPAIN
SWITZERLAND
FRANCE
HONG
KONG
WORLDWIDE
AUSTRIA
INDIA
GERMANY
VIETNAM
DENMARK
NETHERLANDS
JAPAN
SOUTH
KOREA
CHINA
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON LAPTOPS, DESKTOPS, OR TABLETS
TIME SPENT USING THE INTERNET ON COMPUTERS
JAN
2022

33
27.3%
33.1%
37.7% 39.1%
45.6%
49.4% 50.8%
52.8% 53.5%
+21.3% +13.8% +3.9% +16.5% +8.3% +2.9% +3.9% +1.3%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021
NOTE: VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE, NOT ABSOLUTE CHANGE.
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON MOBILE PHONES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
MOBILE’S SHARE OF DAILY INTERNET TIME
JAN
2022

34
29.06 69.92 +32.2% +53.0% 58.00 120.33 +40.0% +31.4%
8.53 14.01 +10.2% +11.2% 24.27 67.15 +107.8% +36.7%
29 36 0% 0% 10 18 -16.7% -14.3%
LATENCY
MEDIAN (MS)
LATENCY
MEAN (MS)
LATENCY
MEDIAN
LATENCY
MEAN
LATENCY
MEDIAN (MS)
LATENCY
MEAN (MS)
LATENCY
MEDIAN
LATENCY
MEAN
UPLOAD
MEDIAN (MBPS)
UPLOAD
MEAN (MBPS)
UPLOAD
MEDIAN
UPLOAD
MEAN
UPLOAD
MEDIAN (MBPS)
UPLOAD
MEAN (MBPS)
UPLOAD
MEDIAN
UPLOAD
MEAN
DOWNLOAD
MEDIAN (MBPS)
DOWNLOAD
MEAN (MBPS)
DOWNLOAD
MEDIAN
DOWNLOAD
MEAN
DOWNLOAD
MEDIAN (MBPS)
DOWNLOAD
MEAN (MBPS)
DOWNLOAD
MEDIAN
DOWNLOAD
MEAN
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
SOURCE: OOKLA. NOTE: FIGURES REPRESENT DOWNLOAD AND UPLOAD SPEEDS IN MEGABITS PER SECOND, AND CONNECTION LATENCY IN MILLISECONDS IN NOVEMBER 2021. TIP: A NEGATIVE VALUE FOR
YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER LATENCY SHOULD RESULT IN FASTER CONTENT DELIVERY.
GLOBAL OVERVIEW
AVERAGE SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS
INTERNET CONNECTION SPEEDS
JAN
2022

35
136.42
104.98
96.84
94.93
91.06
81.58
81.14
78.57
72.87
63.41
59.61
54.00
53.31
52.73
52.59
51.03
50.31
47.98
47.00
46.77
45.77
42.75
40.89
37.79
35.14
34.53
34.30
33.76
31.91
30.97
30.54
29.06
27.96
27.59
24.80
24.56
22.60
22.21
21.09
18.68
17.84
17.38
17.28
15.82
14.39
13.34
13.19
8.09
U.A.E.
SOUTH
KOREA
CHINA
NETHERLANDS
SAUDI
ARABIA
DENMARK
AUSTRALIA
SWITZERLAND
CANADA
SINGAPORE
SWEDEN
TAIWAN
U.S.A.
FRANCE
GREECE
GERMANY
AUSTRIA
BELGIUM
U.K.
NEW
ZEALAND
PORTUGAL
HONG
KONG
JAPAN
POLAND
VIETNAM
ITALY
SPAIN
ROMANIA
THAILAND
TURKEY
SOUTH
AFRICA
WORLDWIDE
IRELAND
MOROCCO
ISRAEL
MALAYSIA
BRAZIL
MEXICO
ARGENTINA
PHILIPPINES
RUSSIA
NIGERIA
EGYPT
INDONESIA
INDIA
COLOMBIA
KENYA
GHANA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2021. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN PREVIOUS
REPORTS IN THIS SERIES USED MEAN VALUES (RATHER THAN MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH THOSE SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS (IN MBPS)
MOBILE INTERNET CONNECTION SPEEDS
JAN
2022

36
138 AFGHANISTAN 5.24 +32.3% 1.84 35
137 PALESTINE 5.68 -5.0% 2.20 31
136 VENEZUELA 5.76 +5.9% 3.17 37
135 TAJIKISTAN 7.57 +21.5% 4.07 25
134 GHANA 8.09 -5.0% 6.86 31
133 SUDAN 8.74 +47.4% 6.83 26
132 CÔTE D’IVOIRE 9.37 +12.5% 6.07 26
131 BELARUS 10.33 +15.8% 4.83 29
130 BANGLADESH 10.42 +44.1% 7.85 27
129 HAITI 10.66 -4.1% 6.38 22
01 UNITED ARAB EMIRATES 136.42 +27.7% 24.84 19
02 NORWAY 116.66 +82.8% 16.21 28
03 SOUTH KOREA 104.98 +22.7% 15.94 27
04 QATAR 97.90 +7.9% 20.43 20
05 CHINA 96.84 +79.9% 24.13 24
06 NETHERLANDS 94.93 +14.6% 13.96 24
07 SAUDI ARABIA 91.06 +48.5% 18.03 29
08 CYPRUS 88.87 +126.4% 17.03 16
09 BULGARIA 84.59 +26.1% 15.61 21
10 KUWAIT 83.64 +112.4% 23.00 19
# LOCATION  DL ▲YOY  UL LATENCY # LOCATION  DL ▲YOY  UL LATENCY
FASTEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS SLOWEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR NOVEMBER 2021. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER
SECOND. “▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS.
COMPARABILITY: PREVIOUS REPORTS FEATURED MEAN VALUES (NOT MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA MOBILE CONNECTIONS
MOBILE INTERNET CONNECTION SPEEDS
JAN
2022

37
184.65
171.37
158.19
152.31
146.62
134.10
131.46
124.36
109.65
103.71
98.86
98.69
97.51
96.82
94.84
94.67
94.63
93.26
91.59
85.66
85.30
83.25
80.39
77.58
74.84
68.50
67.15
65.29
61.65
58.80
58.00
55.21
51.98
51.01
49.82
47.40
46.44
38.61
36.54
35.67
31.85
29.73
26.93
25.67
20.13
13.54
10.06
8.58
SINGAPORE
THAILAND
HONG
KONG
DENMARK
CHINA
U.S.A.
SPAIN
ROMANIA
SWITZERLAND
U.A.E.
SOUTH
KOREA
SWEDEN
CANADA
NETHERLANDS
PORTUGAL
NEW
ZEALAND
TAIWAN
JAPAN
FRANCE
ISRAEL
POLAND
BRAZIL
SAUDI
ARABIA
BELGIUM
MALAYSIA
VIETNAM
GERMANY
IRELAND
RUSSIA
U.K.
WORLDWIDE
COLOMBIA
AUSTRALIA
AUSTRIA
ITALY
INDIA
PHILIPPINES
ARGENTINA
MEXICO
EGYPT
GREECE
SOUTH
AFRICA
GHANA
TURKEY
INDONESIA
MOROCCO
NIGERIA
KENYA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2021. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN PREVIOUS
REPORTS IN THIS SERIES USED MEAN VALUES (RATHER THAN MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH THOSE SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS (IN MBPS)
FIXED INTERNET CONNECTION SPEEDS
JAN
2022

38
181 AFGHANISTAN 1.67 -20.1% 1.84 24
180 CUBA 1.90 +24.2% 0.84 115
179 TURKMENISTAN 1.98 +44.5% 0.79 26
178 YEMEN 2.76 +50.8% 0.64 46
177 SYRIA 2.90 +20.3% 2.50 25
176 ETHIOPIA 3.31 +21.2% 1.74 32
175 NIGER 3.38 +33.6% 3.67 28
174 SUDAN 3.59 +6.8% 2.18 33
173 GUINEA 3.92 -31.7% 4.67 87
172 ESWATINI 4.40 +8.9% 3.31 47
01 SINGAPORE 184.65 +15.2% 156.40 4
02 CHILE 173.09 +94.8% 89.48 6
03 THAILAND 171.37 +46.6% 135.59 5
04 HONG KONG 158.19 +31.3% 94.85 5
05 DENMARK 152.31 +36.6% 93.71 8
06 CHINA 146.62 +55.6% 36.61 9
07 MONACO 141.63 +46.0% 104.79 7
08 UNITED STATES OF AMERICA 134.10 +32.2% 19.45 14
09 SPAIN 131.46 +39.3% 101.31 13
10 ROMANIA 124.36 +37.4% 94.29 5
FASTEST MEDIAN FIXED INTERNET CONNECTION SPEEDS SLOWEST MEDIAN FIXED INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR NOVEMBER 2021. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER
SECOND. “▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS.
COMPARABILITY: PREVIOUS REPORTS FEATURED MEAN VALUES (NOT MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA FIXED CONNECTIONS
FIXED INTERNET CONNECTION SPEEDS
JAN
2022

39
53.96% 43.53% 2.47% 0.03%
+2.0% -1.5% -12.4% -50.0%
+104 BPS -66 BPS -35 BPS -3 BPS
MOBILE
PHONES
LAPTOP AND
DESKTOP COMPUTERS
TABLET
DEVICES
OTHER
DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2021. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE
SHARE OF WEB TRAFFIC BY DEVICE
JAN
2022

40
83.5%
76.4%
75.9%
71.9%
70.6%
69.8%
69.4%
66.8%
64.3%
62.8%
58.5%
56.7%
56.4%
55.6%
55.0%
55.0%
54.2%
54.0%
53.9%
51.3%
51.3%
51.1%
50.0%
49.6%
49.4%
49.2%
49.0%
48.8%
47.4%
47.3%
46.6%
46.5%
45.9%
45.6%
43.0%
42.1%
40.1%
40.0%
39.9%
39.8%
39.5%
39.2%
39.0%
37.9%
37.2%
34.6%
31.9%
27.4%
NIGERIA
SOUTH
AFRICA
INDIA
SAUDI
ARABIA
GHANA
TURKEY
KENYA
SINGAPORE
CHINA
INDONESIA
U.A.E.
ARGENTINA
ROMANIA
MALAYSIA
ISRAEL
THAILAND
MEXICO
WORLDWIDE
MOROCCO
POLAND
IRELAND
PHILIPPINES
COLOMBIA
BRAZIL
SOUTH
KOREA
EGYPT
SPAIN
TAIWAN
ITALY
U.K.
FRANCE
U.S.A.
SWEDEN
VIETNAM
HONG
KONG
NETHERLANDS
NEW
ZEALAND
GREECE
AUSTRALIA
GERMANY
JAPAN
SWITZERLAND
AUSTRIA
BELGIUM
CANADA
RUSSIA
PORTUGAL
DENMARK
SOURCE: STATCOUNTER. NOTE: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO
BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2021.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
JAN
2022

41
7.2%
12.9%
20.0%
31.3%
38.4%
48.3%
51.0%
47.1%
52.6% 52.4%
54.4%
+79% +56% +57% +23% +26% +5.6% -7.7% +12% -0.3% +3.8%
Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4 Q4
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO WEB BROWSERS RUNNING ON ANY DEVICE, AVERAGED ACROSS THE LAST 3 MONTHS OF EACH RESPECTIVE YEAR. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
JAN
2022

42
2.80% 2.34% 0.94% 2.50%
-19.8% (-69 BPS) +10.9% (+23 BPS) -30.4% (-41 BPS) -28.0% (-97 BPS)
64.06% 19.22% 4.19% 3.91%
+0.8% (+52 BPS) -0.1% (-2 BPS) +39.2% (+118 BPS) +3.2% (+12 BPS)
SAMSUNG INTERNET OPERA UC BROWSER OTHER
CHROME SAFARI MICROSOFT EDGE FIREFOX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND
OF DEVICE IN NOVEMBER 2021. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE
SHARE OF WEB TRAFFIC BY BROWSER
JAN
2022

43
95.6%
95.2%
83.6%
58.1%
56.9%
50.4%
46.9%
42.3%
41.9%
40.5%
34.8%
32.6%
29.5%
28.8%
27.3%
26.5%
25.3%
23.9%
22.8%
22.3%
CHAT AND MESSAGING
SOCIAL NETWORKS
SEARCH ENGINES OR WEB PORTALS
SHOPPING, AUCTIONS, OR CLASSIFIEDS
MAPS, PARKING, OR LOCATION-BASED SERVICES
EMAIL
MUSIC
NEWS
WEATHER
ENTERTAINMENT
GAMES
FOOD, RECIPES, RESTAURANTS, OR TAKEAWAYS
TAXI, RIDE SHARING, BIKE, OR SCOOTER HIRE
BANKING, INVESTING, OR INSURANCE
SPORTS
EDUCATION
HEALTH AND FITNESS
TRAVEL
BOOKS
LIFESTYLE AND FASHION
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE VISITED OR USED EACH KIND OF DIGITAL PROPERTY IN THE PAST MONTH
TOP TYPES OF WEBSITES VISITED AND APPS USED
JAN
2022

44
11 REDDIT.COM 2.22B 0.39B 21M 58S 4.36
12 NAVER.COM 2.20B 0.11B 10M 44S 11.01
13 XVIDEOS.COM 2.13B 0.34B 18M 29S 8.79
14 BIT.LY 2.11B 0.82B 12M 12S 1.21
15 VK.COM 1.64B 0.18B 23M 20S 9.60
16 LIVE.COM 1.60B 0.32B 9M 15S 4.01
17 XNXX.COM 1.39B 0.24B 18M 23S 8.74
18 FANDOM.COM 1.28B 0.31B 12M 18S 3.13
19 YAHOO.CO.JP 1.23B 0.06B 13M 51S 6.22
20 TWITCH.TV 1.22B 0.14B 6M 28S 2.33
01 GOOGLE.COM 45.41B 2.98B 21M 11S 5.74
02 YOUTUBE.COM 14.34B 1.70B 7M 43S 3.70
03 FACEBOOK.COM 11.74B 1.53B 22M 15S 5.97
04 WIKIPEDIA.ORG 5.97B 1.39B 10M 35S 2.11
05 AMAZON.COM 3.13B 0.68B 13M 11S 7.28
06 INSTAGRAM.COM 3.08B 0.74B 18M 12S 4.79
07 YAHOO.COM 2.63B 0.41B 17M 14S 3.99
08 YANDEX.RU 2.43B 0.19B 23M 32S 6.51
09 TWITTER.COM 2.43B 0.62B 14M 46S 4.45
10 PORNHUB.COM 2.29B 0.40B 14M 50S 8.32
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR NOVEMBER 2021. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT
REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE
CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN NOVEMBER 2021
MOST-VISITED WEBSITES: SEMRUSH RANKING
JAN
2022

45
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
01 GOOGLE.COM 1.077T 58.1% 41.9% 11M 30S 8.70
02 YOUTUBE.COM 408.88B 21.8% 78.2% 21M 42S 11.28
03 FACEBOOK.COM 265.78B 57.7% 42.3% 10M 15S 8.51
04 TWITTER.COM 78.94B 53.9% 46.1% 10M 44S 11.51
05 INSTAGRAM.COM 74.19B 63.3% 36.7% 7M 41S 11.16
06 BAIDU.COM 67.13B 72.7% 27.3% 6M 10S 8.21
07 WIKIPEDIA.ORG 66.90B 59.3% 40.7% 3M 53S 3.01
08 YAHOO.COM 43.48B 37.9% 62.1% 7M 41S 5.75
09 YANDEX.RU 43.06B 47.5% 52.5% 11M 28S 9.44
10 XVIDEOS.COM 40.80B 91.6% 8.4% 9M 57S 9.04
11 WHATSAPP.COM 34.19B 21.5% 78.5% 3M 10S 1.54
12 XNXX.COM 31.60B 95.4% 4.6% 8M 29S 11.23
13 AMAZON.COM 31.53B 36.0% 64.0% 7M 03S 8.74
14 NETFLIX.COM 29.92B 8.1% 91.9% 9M 40S 4.19
15 LIVE.COM 28.49B 27.6% 72.4% 7M 31S 8.32
16 PORNHUB.COM 28.44B 86.7% 13.3% 8M 08S 7.02
17 YAHOO.CO.JP 28.00B 68.6% 31.4% 9M 21S 6.84
18 ZOOM.US 26.58B 44.5% 55.5% 3M 40S 2.98
19 REDDIT.COM 20.01B 32.8% 67.2% 9M 30S 6.49
20 OFFICE.COM 18.73B 24.5% 75.5% 9M 39S 7.67
# WEBSITE
TOTAL
VISITS
MOBILE
SHARE
DESKTOP
SHARE
TIME
PER VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
MOBILE
SHARE
DESKTOP
SHARE
TIME
PER VISIT
PAGES
PER VISIT
SOURCE: SIMILARWEB. FIGURES REPRESENT TRAFFIC VALUES BETWEEN JANUARY AND DECEMBER 2021. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE
CAUTION WHEN VISITING UNKNOWN DOMAINS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC BETWEEN JANUARY AND DECEMBER 2021
MOST-VISITED WEBSITES: SIMILARWEB RANKING
JAN
2022

46
0.66% 0.13% 0.11% 0.10% 0.25%
+8.2% (+5 BPS) -7.1% (-1 BPS) -15.4% (-2 BPS) -52.4% (-11 BPS) -64.3% (-45 BPS)
91.42% 3.14% 1.75% 1.53% 0.92%
-0.8% (-74 BPS) +9.0% (+26 BPS) +53.5% (+61 BPS) +0.7% (+1 BPS) -2.1% (-2 BPS)
DUCKDUCKGO ECOSIA NAVER SOGOU OTHERS
GOOGLE BING BAIDU YAHOO! YANDEX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM
SEARCH ENGINES IN NOVEMBER 2021. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT
70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE
SEARCH ENGINE MARKET SHARE
JAN
2022

47
11 INSTAGRAM 27 -2.7%
12 TWITTER 21 -8.8%
13 YAHOO 21 -11.4%
14 TIEMPO 21 +29.3%
15 GOOGLE TRANSLATE 21 -10.6%
16 CLIMA 20 +2.4%
17 NETFLIX 18 -20.3%
18 METEO 16 +8.8%
19 TRADUCTOR 16 +3.2%
20 GMAIL 16 -7.9%
01 GOOGLE 100 -20.7%
02 FACEBOOK 94 -26.8%
03 YOUTUBE 94 -16.3%
04 YOU 72 -8.0%
05 WEATHER 47 +11.0%
06 TRANSLATE 47 -4.4%
07 WHATSAPP 43 +24.2%
08 NEWS 42 -19.9%
09 WHATSAPP WEB 32 +32.5%
10 AMAZON 31 -11.6%
# SEARCH QUERY INDEX ▲YOY # SEARCH QUERY INDEX ▲YOY
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2021 AND 31 DECEMBER 2021. NOTES: GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX”
COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. “▲YOY” COLUMN SHOWS CHANGE IN AVERAGE INDEX VALUES COMPARED WITH
FULL YEAR 2020. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2021 AND 31 DECEMBER 2021
TOP GOOGLE SEARCHES
JAN
2022

48
32.9%
32.2%
25.7%
24.1%
23.3%
22.8%
22.6%
22.3%
22.1%
21.5%
21.2%
21.2%
20.1%
19.8%
19.3%
18.7%
18.5%
18.3%
17.6%
17.0%
16.5%
16.1%
16.1%
15.9%
15.9%
15.4%
14.9%
14.7%
13.7%
13.7%
13.6%
13.4%
11.8%
11.6%
11.5%
11.5%
11.3%
10.7%
10.6%
10.1%
9.0%
8.5%
8.5%
8.1%
7.7%
6.4%
6.4%
5.9%
CHINA
INDIA
U.S.A.
WORLDWIDE
U.K.
BRAZIL
TURKEY
VIETNAM
ITALY
MEXICO
NIGERIA
SPAIN
THAILAND
IRELAND
CANADA
GHANA
AUSTRALIA
TAIWAN
GERMANY
HONG
KONG
SOUTH
AFRICA
COLOMBIA
NEW
ZEALAND
KENYA
U.A.E.
PHILIPPINES
MALAYSIA
SINGAPORE
INDONESIA
RUSSIA
EGYPT
FRANCE
SWEDEN
ARGENTINA
AUSTRIA
DENMARK
SAUDI
ARABIA
SWITZERLAND
POLAND
PORTUGAL
ROMANIA
BELGIUM
JAPAN
SOUTH
KOREA
NETHERLANDS
GREECE
ISRAEL
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
JAN
2022

49
24.2%
26.0%
23.4%
21.1%
15.9%
26.1%
27.8%
24.5%
21.2%
17.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
JAN
2022

50
50.9%
49.4%
49.3%
41.9%
41.1%
37.5%
36.6%
36.2%
34.6%
33.6%
32.7%
30.8%
29.6%
29.5%
29.4%
29.1%
27.9%
26.6%
26.3%
24.4%
23.9%
23.9%
23.7%
23.7%
23.6%
23.1%
23.0%
21.5%
21.1%
18.8%
18.2%
17.8%
17.7%
16.9%
16.3%
15.2%
15.1%
15.1%
14.4%
14.3%
11.6%
9.4%
9.4%
9.0%
8.9%
8.4%
8.3%
8.3%
COLOMBIA
BRAZIL
MEXICO
ARGENTINA
INDONESIA
THAILAND
INDIA
VIETNAM
PHILIPPINES
TAIWAN
PORTUGAL
CHINA
MALAYSIA
WORLDWIDE
KENYA
GREECE
MOROCCO
SAUDI
ARABIA
TURKEY
EGYPT
SOUTH
AFRICA
SPAIN
NIGERIA
ROMANIA
ITALY
ISRAEL
HONG
KONG
U.A.E.
U.S.A.
SINGAPORE
POLAND
SOUTH
KOREA
CANADA
AUSTRALIA
IRELAND
NEW
ZEALAND
SWEDEN
U.K.
RUSSIA
DENMARK
GHANA
AUSTRIA
JAPAN
BELGIUM
SWITZERLAND
NETHERLANDS
FRANCE
GERMANY
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
JAN
2022

51
34.0%
31.5%
29.0%
26.2%
20.3%
31.9% 31.8%
30.0%
25.1%
18.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
JAN
2022

52
57.0%
53.7%
52.6%
52.0%
49.7%
47.7%
45.6%
45.6%
45.1%
44.1%
43.1%
41.8%
41.7%
41.4%
41.2%
39.6%
38.5%
37.2%
36.3%
36.3%
35.4%
34.7%
34.6%
34.2%
33.9%
33.6%
33.5%
33.1%
31.9%
31.2%
29.2%
29.0%
28.7%
26.4%
26.0%
25.5%
24.9%
24.7%
24.3%
23.7%
23.3%
19.0%
18.4%
18.3%
18.1%
16.8%
15.5%
13.7%
COLOMBIA
BRAZIL
MEXICO
ARGENTINA
INDONESIA
THAILAND
POLAND
SPAIN
SWITZERLAND
TAIWAN
MOROCCO
ISRAEL
SAUDI
ARABIA
MALAYSIA
PORTUGAL
HONG
KONG
U.A.E.
VIETNAM
PHILIPPINES
TURKEY
BELGIUM
INDIA
ROMANIA
AUSTRIA
GREECE
EGYPT
SOUTH
AFRICA
SINGAPORE
WORLDWIDE
SWEDEN
GERMANY
ITALY
FRANCE
RUSSIA
CHINA
IRELAND
DENMARK
NETHERLANDS
NIGERIA
KENYA
CANADA
NEW
ZEALAND
U.S.A.
SOUTH
KOREA
U.K.
AUSTRALIA
GHANA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
JAN
2022

53
39.1%
31.9%
28.4%
25.9%
21.5%
36.4%
34.0%
31.2%
29.1%
25.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
JAN
2022

54
29.8% 27.7% 28.5% 27.4% 26.7%
91.9% 51.4% 37.1% 31.3% 30.4%
EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
SPORTS CLIP OR
HIGHLIGHTS VIDEO
GAMING
VIDEO
INFLUENCER
VIDEOS AND VLOGS
ANY KIND
OF VIDEO
MUSIC
VIDEO
COMEDY, MEME,
OR VIRAL VIDEO
TUTORIAL OR
HOW-TO VIDEO
VIDEO
LIVESTREAM
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK
WATCHING ONLINE VIDEO CONTENT
JAN
2022

55
70.6%
66.9%
63.3%
62.7%
60.3%
59.5%
59.0%
57.1%
54.5%
54.0%
51.3%
51.1%
51.0%
50.7%
50.1%
49.2%
46.8%
45.4%
45.2%
45.1%
44.8%
43.6%
43.2%
42.4%
41.9%
41.8%
41.7%
40.9%
40.8%
40.4%
39.9%
39.4%
38.4%
37.7%
36.8%
36.8%
36.0%
35.7%
34.2%
33.7%
33.6%
32.0%
31.9%
28.6%
28.2%
25.7%
14.7%
14.3%
PHILIPPINES
SOUTH
AFRICA
BRAZIL
TURKEY
INDONESIA
INDIA
KENYA
COLOMBIA
ARGENTINA
MALAYSIA
MEXICO
SAUDI
ARABIA
MOROCCO
NIGERIA
U.A.E.
VIETNAM
WORLDWIDE
SPAIN
IRELAND
ROMANIA
ITALY
SINGAPORE
U.S.A.
NEW
ZEALAND
PORTUGAL
EGYPT
THAILAND
CHINA
CANADA
RUSSIA
SWITZERLAND
AUSTRALIA
POLAND
GHANA
GREECE
TAIWAN
U.K.
AUSTRIA
HONG
KONG
SWEDEN
ISRAEL
GERMANY
FRANCE
DENMARK
BELGIUM
NETHERLANDS
JAPAN
SOUTH
KOREA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING
JAN
2022

56
53.5%
47.3%
44.5%
40.3%
35.6%
52.2%
48.5%
46.7%
43.2%
35.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING
JAN
2022

57
60.4%
39.3%
34.9%
33.4%
31.9%
31.1%
29.8%
29.2%
28.4%
27.6%
27.3%
26.8%
26.7%
26.5%
25.8%
24.4%
23.0%
22.7%
21.8%
21.5%
21.5%
21.4%
21.0%
20.3%
19.7%
19.7%
19.6%
19.4%
19.3%
18.5%
17.8%
16.9%
16.8%
16.7%
16.0%
15.9%
15.1%
15.0%
14.9%
14.9%
14.8%
14.6%
14.0%
13.2%
13.1%
11.3%
9.1%
8.9%
PHILIPPINES
TAIWAN
BRAZIL
INDONESIA
INDIA
CHINA
MALAYSIA
MEXICO
SOUTH
AFRICA
U.A.E.
HONG
KONG
NIGERIA
WORLDWIDE
MOROCCO
KENYA
COLOMBIA
PORTUGAL
SAUDI
ARABIA
VIETNAM
SINGAPORE
TURKEY
ARGENTINA
SPAIN
ROMANIA
EGYPT
THAILAND
IRELAND
SOUTH
KOREA
SWEDEN
NEW
ZEALAND
POLAND
CANADA
U.S.A.
AUSTRALIA
FRANCE
ITALY
SWITZERLAND
BELGIUM
NETHERLANDS
RUSSIA
AUSTRIA
U.K.
GERMANY
ISRAEL
DENMARK
GREECE
GHANA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH VLOGS EACH WEEK
WATCHING VLOGS
JAN
2022

58
40.2%
32.4%
24.2%
18.8%
12.2%
30.3%
27.8%
23.5%
18.1%
12.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH VLOGS EACH WEEK
WATCHING VLOGS
JAN
2022

59
98.3%
97.9%
97.7%
97.2%
97.1%
97.1%
96.9%
96.9%
96.7%
96.6%
96.4%
95.9%
95.7%
95.5%
95.5%
95.3%
95.3%
94.8%
94.5%
94.1%
93.9%
93.5%
93.1%
92.6%
91.9%
91.8%
91.7%
91.6%
91.5%
91.4%
91.2%
91.2%
90.9%
90.7%
89.3%
89.0%
88.2%
86.7%
85.2%
84.9%
84.7%
84.5%
84.2%
76.1%
PHILIPPINES
MEXICO
BRAZIL
INDIA
INDONESIA
THAILAND
GREECE
HONG
KONG
ARGENTINA
SOUTH
AFRICA
TURKEY
SAUDI
ARABIA
ISRAEL
COLOMBIA
MALAYSIA
NEW
ZEALAND
SWEDEN
TAIWAN
VIETNAM
CHINA
U.A.E.
WORLDWIDE
DENMARK
U.K.
CANADA
POLAND
ITALY
U.S.A.
SINGAPORE
ROMANIA
AUSTRALIA
EGYPT
IRELAND
SPAIN
FRANCE
SWITZERLAND
AUSTRIA
BELGIUM
NETHERLANDS
GERMANY
PORTUGAL
RUSSIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
JAN
2022

60
96.8% 95.6% 93.1%
88.6%
82.7%
96.2% 96.2% 94.0% 91.1%
84.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
JAN
2022

61
25.7%
28.4% 29.5%
31.5%
36.5%
39.2%
41.2% 42.2%
44.0%
+10.6% +3.7% +6.9% +16.0% +7.4% +5.2% +2.3% +4.4%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021
GLOBAL OVERVIEW
TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING TV’S SHARE OF TOTAL TV WATCH TIME
JAN
2022

62
01 RED NOTICE 364,020,000
02 DON’T LOOK UP 321,520,000
03 BIRD BOX 282,020,000
04 EXTRACTION 231,340,000
05 THE UNFORGIVABLE 214,690,000
06 THE IRISHMAN 214,570,000
07 THE KISSING BOOTH 2 209,250,000
08 6 UNDERGROUND 205,470,000
09 SPENSER CONFIDENTIAL 197,320,000
10 ENOLA HOLMES 189,900,000
01 SQUID GAME (SEASON 1) 1,650,450,000
02 BRIDGERTON (SEASON 1) 625,490,000
03 MONEY HEIST (PART 4) 619,010,000
04 STRANGER THINGS 3 582,100,000
05 THE WITCHER (SEASON 1) 541,010,000
06 13 REASONS WHY (SEASON 2) 496,120,000
07 THE WITCHER (SEASON 2) 484,320,000
08 13 REASONS WHY (SEASON 1) 475,570,000
09 MAID (LIMITED SERIES) 469,090,000
10 YOU (SEASON 3) 467,830,000
# TV SHOW HOURS IN FIRST 28 DAYS # MOVIE HOURS IN FIRST 28 DAYS
MOST POPULAR MOVIES
MOST POPULAR TV SHOWS
SOURCE: NETFLIX. NOTES: ALL TITLES REPRESENT ENGLISH-LANGUAGE VERSIONS; CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. ONLY INCLUDES NETFLIX-BRANDED CONTENT. FIGURES
REPRESENT THE NUMBER OF HOURS WATCHED IN THE FIRST 28 DAYS AFTER EACH TITLE BECOMES AVAILABLE ON NETFLIX.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
MOST POPULAR TV SHOWS AND MOVIES OF ALL TIME ON NETFLIX, BASED ON THE NUMBER OF HOURS VIEWED IN THEIR FIRST 28 DAYS ON NETFLIX
NETFLIX CHARTS
JAN
2022

63
39.6% 22.9% 20.4% 20.3%
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK
LISTENING TO ONLINE AUDIO CONTENT
JAN
2022

64
01 OLIVIA RODRIGO – “DRIVERS LICENSE”
02 LIL NAS X – “MONTERO (CALL ME BY YOUR NAME) “
03 THE KID LAROI WITH JUSTIN BIEBER – “STAY”
04 OLIVIA RODRIGO – “GOOD 4 U”
05 DUA LIPA FEAT. DABABY – “LEVITATING”
06 JUSTIN BIEBER FEAT. DANIEL CAESAR & GIVEON – “PEACHES”
07 DOJA CAT FEAT. SZA – “KISS ME MORE”
08 THE WEEKND – “BLINDING LIGHTS”
09 GLASS ANIMALS – “HEAT WAVES”
10 MÅNESKIN – “BEGGIN’”
01 OLIVIA RODRIGO – ”SOUR”
02 DUA LIPA – “FUTURE NOSTALGIA”
03 JUSTIN BIEBER – “JUSTICE”
04 ED SHEERAN – “=”
05 DOJA CAT – “PLANET HER”
06 LIL NAS X – “MONTERO”
07 THE WEEKND – “AFTER HOURS”
08 BAD BUNNY – “EL ÚLTIMO TOUR DEL MUNDO”
09 POP SMOKE – “SHOOT FOR THE STARS AIM FOR THE MOON”
10 ARIANA GRANDE – “POSITIONS”
# ARTIST – “SONG TITLE” # ARTIST – “ALBUM TITLE”
MOST-STREAMED ALBUMS
MOST-STREAMED SONGS
SOURCE: @SPOTIFYCHARTS ON INSTAGRAM. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN JANUARY AND DECEMBER 2021.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKING OF THE MOST-STREAMED SONGS AND MOST-STREAMED ALBUMS ON SPOTIFY BETWEEN JANUARY AND DECEMBER 2021
SPOTIFY CHARTS
JAN
2022

65
37.0%
35.6%
34.5%
29.3%
28.9%
24.6%
23.5%
21.9%
21.8%
21.5%
21.3%
21.3%
21.3%
20.6%
20.6%
20.5%
20.4%
20.3%
19.6%
19.2%
19.1%
18.4%
18.1%
18.1%
17.8%
17.8%
17.2%
16.9%
16.5%
15.9%
15.9%
15.9%
15.7%
15.4%
15.4%
15.1%
14.1%
14.1%
12.7%
12.7%
12.5%
12.5%
12.1%
12.0%
11.6%
9.7%
8.0%
4.5%
BRAZIL
INDONESIA
MEXICO
IRELAND
SWEDEN
PORTUGAL
U.S.A.
PHILIPPINES
SOUTH
AFRICA
COLOMBIA
CANADA
INDIA
SPAIN
DENMARK
ROMANIA
AUSTRALIA
WORLDWIDE
U.K.
POLAND
CHINA
THAILAND
SAUDI
ARABIA
GERMANY
NEW
ZEALAND
ISRAEL
TURKEY
NIGERIA
ARGENTINA
SINGAPORE
AUSTRIA
HONG
KONG
TAIWAN
SWITZERLAND
MALAYSIA
U.A.E.
NETHERLANDS
ITALY
VIETNAM
GREECE
MOROCCO
FRANCE
SOUTH
KOREA
KENYA
EGYPT
BELGIUM
GHANA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
JAN
2022

66
22.8%
21.5%
19.6%
17.0%
13.4%
23.4% 23.5%
19.9%
16.8%
12.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
JAN
2022

67
17.2% 13.6% 9.7% 8.7%
83.6% 68.1% 36.8% 25.8%
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
DEVICES USED TO PLAY VIDEO GAMES
JAN
2022

68
96.4%
94.7%
94.5%
93.4%
92.0%
91.6%
91.5%
91.4%
91.2%
90.3%
90.2%
90.1%
89.3%
87.4%
86.9%
86.6%
86.3%
85.0%
84.5%
84.3%
83.6%
81.8%
81.2%
80.9%
80.8%
80.7%
79.6%
78.6%
78.4%
78.2%
78.1%
77.4%
77.0%
75.2%
75.2%
74.9%
74.6%
74.4%
74.4%
74.3%
74.1%
71.9%
71.7%
70.5%
PHILIPPINES
THAILAND
INDONESIA
VIETNAM
INDIA
TAIWAN
TURKEY
SAUDI
ARABIA
MEXICO
U.A.E.
SOUTH
AFRICA
MALAYSIA
BRAZIL
HONG
KONG
COLOMBIA
ARGENTINA
EGYPT
GREECE
SINGAPORE
ROMANIA
WORLDWIDE
ITALY
PORTUGAL
U.S.A.
SPAIN
POLAND
CANADA
RUSSIA
FRANCE
NEW
ZEALAND
SOUTH
KOREA
CHINA
SWITZERLAND
AUSTRALIA
ISRAEL
U.K.
DENMARK
AUSTRIA
SWEDEN
NETHERLANDS
GERMANY
IRELAND
JAPAN
BELGIUM
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JAN
2022

69
86.4% 86.0%
82.6%
76.5%
67.7%
91.1% 88.7% 86.8%
79.7%
68.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JAN
2022

70
PUZZLE PLATFORM 23%
ACTION ADVENTURE 21%
SHOOTER 21%
RACING 15%
SPORTS 15%
SIMULATION 15%
STRATEGY 15%
ONLINE BOARD GAMES 14%
ACTION PLATFORM 13%
FREE-TO-PLAY CASINO 13%
SHOOTER 35%
PUZZLE PLATFORM 27%
RACING 26%
SIMULATION 24%
SPORTS 23%
STRATEGY 22%
ACTION PLATFORM 20%
M.O.B.A. 20%
FIGHTING 19%
SHOOTER 48%
RACING 35%
PUZZLE PLATFORM 34%
SPORTS 33%
SIMULATION 32%
STRATEGY 31%
ACTION PLATFORM 28%
FIGHTING 28%
M.O.B.A. 28%
SHOOTER 57%
RACING 40%
SIMULATION 38%
SPORTS 38%
M.O.B.A. 36%
PUZZLE PLATFORM 36%
STRATEGY 36%
FIGHTING 34%
ACTION PLATFORM 33%
SHOOTER 60%
SIMULATION 39%
RACING 38%
BATTLE ROYALE 36%
M.O.B.A. 36%
STRATEGY 34%
SPORTS 34%
PUZZLE PLATFORM 33%
ACTION PLATFORM 31%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
NOTE: PERCENTAGES REPRESENT SHARE OF ALL INTERNET USERS IN EACH AGE GROUP, INCLUDING THOSE WHO DO NOT PLAY VIDEO GAMES.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY EACH GENRE OF VIDEO GAME ON ANY DEVICE
MOST POPULAR VIDEO GAME FORMATS
JAN
2022

71
23.8%
22.4%
20.7%
20.7%
20.0%
19.6%
18.6%
17.4%
16.7%
15.2%
15.0%
14.2%
14.1%
14.0%
13.8%
12.3%
12.3%
12.3%
12.3%
12.0%
11.9%
11.6%
11.4%
11.0%
10.6%
10.5%
10.3%
10.3%
9.9%
9.7%
9.5%
9.2%
9.1%
8.7%
8.6%
8.0%
7.6%
7.1%
6.9%
6.8%
6.6%
6.0%
5.8%
5.1%
4.0%
3.0%
2.0%
1.9%
U.K.
IRELAND
CANADA
U.S.A.
CHINA
TURKEY
VIETNAM
ITALY
SPAIN
SWEDEN
DENMARK
MEXICO
WORLDWIDE
HONG
KONG
AUSTRALIA
FRANCE
INDIA
NETHERLANDS
TAIWAN
NEW
ZEALAND
SINGAPORE
BELGIUM
ISRAEL
GREECE
GERMANY
ROMANIA
SOUTH
KOREA
SWITZERLAND
COLOMBIA
U.A.E.
AUSTRIA
BRAZIL
MALAYSIA
ARGENTINA
POLAND
INDONESIA
NIGERIA
EGYPT
THAILAND
PORTUGAL
SOUTH
AFRICA
SAUDI
ARABIA
PHILIPPINES
JAPAN
RUSSIA
KENYA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
JAN
2022

72
10.5%
17.2%
16.4%
14.4%
10.7%
10.6%
16.2% 15.7%
14.3%
12.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
JAN
2022

73
$15.71 $11.60 $8.74 $8.23
+30% (+$3.7 BILLION) +25% (+$2.3 BILLION) +32% (+$2.1 BILLION) +34% (+$2.1 BILLION)
263.4 $104.4 $39.38 $20.76
MILLION BILLION BILLION BILLION
+17% (+39 MILLION) +33% (+$26 BILLION) +35% (+$10 BILLION) +33% (+$5.2 BILLION)
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 THE
SMART HOME DEVICES MARKET
VALUE OF SMART HOME
APPLIANCES MARKET
VALUE OF SMART HOME CONTROL
& CONNECTIVITY DEVICE MARKET
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE
REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR
2021 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS)
SMART HOME MARKET OVERVIEW
JAN
2022

74
51.5%
48.2%
47.4%
46.8%
46.8%
46.4%
45.2%
43.9%
43.1%
42.7%
40.8%
40.5%
40.0%
38.3%
38.1%
37.8%
37.6%
36.2%
36.1%
35.2%
34.7%
33.8%
33.8%
33.1%
33.0%
32.2%
31.4%
29.1%
28.8%
28.8%
28.6%
28.5%
27.9%
27.0%
26.9%
26.7%
25.7%
25.2%
24.7%
24.3%
23.6%
22.6%
22.1%
20.1%
13.7%
12.3%
11.3%
10.9%
SOUTH
AFRICA
SWEDEN
CANADA
BRAZIL
NETHERLANDS
HONG
KONG
NEW
ZEALAND
MALAYSIA
U.K.
AUSTRALIA
BELGIUM
IRELAND
AUSTRIA
POLAND
GERMANY
DENMARK
SINGAPORE
U.S.A.
ISRAEL
SPAIN
TAIWAN
ITALY
TURKEY
NIGERIA
SWITZERLAND
FRANCE
THAILAND
SOUTH
KOREA
WORLDWIDE
INDONESIA
KENYA
INDIA
PHILIPPINES
VIETNAM
ARGENTINA
MEXICO
GREECE
JAPAN
U.A.E.
SAUDI
ARABIA
PORTUGAL
COLOMBIA
CHINA
ROMANIA
EGYPT
GHANA
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
JAN
2022

75
21.5%
27.9%
29.1%
31.9% 32.3%
24.1%
30.1% 31.1%
34.8%
37.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
JAN
2022

76
20.1%
19.4%
19.4%
19.4%
18.6%
18.5%
16.4%
16.1%
15.6%
13.4%
13.2%
13.1%
12.9%
12.7%
12.6%
12.5%
11.4%
11.2%
11.1%
11.1%
10.4%
10.2%
10.2%
9.7%
9.6%
9.4%
9.4%
9.0%
9.0%
8.8%
8.6%
8.3%
8.3%
8.3%
7.9%
7.6%
7.3%
6.4%
6.4%
6.3%
5.7%
5.6%
5.5%
5.3%
3.6%
3.1%
3.0%
2.0%
THAILAND
NIGERIA
PHILIPPINES
SOUTH
AFRICA
TURKEY
ARGENTINA
INDONESIA
BRAZIL
SINGAPORE
SOUTH
KOREA
MALAYSIA
NETHERLANDS
SWITZERLAND
U.S.A.
INDIA
KENYA
U.A.E.
VIETNAM
AUSTRALIA
IRELAND
AUSTRIA
WORLDWIDE
COLOMBIA
PORTUGAL
CANADA
BELGIUM
HONG
KONG
GERMANY
SPAIN
NEW
ZEALAND
GREECE
DENMARK
SWEDEN
U.K.
ROMANIA
TAIWAN
MEXICO
FRANCE
JAPAN
ITALY
CHINA
EGYPT
POLAND
GHANA
SAUDI
ARABIA
MOROCCO
ISRAEL
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JAN
2022

77
6.4%
9.5%
8.0%
5.8%
3.5%
13.3%
15.5%
13.2%
9.9%
5.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JAN
2022

78
43.8%
42.8%
41.0%
34.4%
34.4%
33.9%
33.5%
33.0%
32.6%
30.6%
30.3%
29.7%
28.0%
27.0%
26.9%
26.4%
26.0%
25.4%
24.3%
23.9%
23.5%
23.2%
23.1%
22.8%
22.5%
22.2%
22.2%
22.1%
21.6%
21.5%
20.6%
20.1%
20.0%
19.9%
19.9%
19.8%
19.7%
19.6%
18.8%
18.7%
18.6%
17.1%
16.7%
15.5%
14.3%
12.4%
12.2%
11.0%
KENYA
COLOMBIA
MEXICO
BRAZIL
PHILIPPINES
ARGENTINA
NIGERIA
TURKEY
SOUTH
AFRICA
INDIA
PORTUGAL
CHINA
MALAYSIA
POLAND
WORLDWIDE
U.A.E.
VIETNAM
IRELAND
SAUDI
ARABIA
GERMANY
AUSTRIA
SINGAPORE
GREECE
ROMANIA
MOROCCO
NEW
ZEALAND
U.K.
SWITZERLAND
U.S.A.
EGYPT
TAIWAN
SPAIN
INDONESIA
CANADA
GHANA
DENMARK
AUSTRALIA
BELGIUM
SWEDEN
THAILAND
ISRAEL
HONG
KONG
NETHERLANDS
SOUTH
KOREA
FRANCE
ITALY
JAPAN
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
JAN
2022

79
28.2%
30.2% 30.5%
28.4%
25.5%
24.3%
27.6%
25.6%
23.5%
20.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
JAN
2022

80
52.3%
52.2%
51.7%
51.5%
46.8%
43.5%
42.5%
42.2%
41.9%
40.8%
40.6%
39.9%
39.3%
39.1%
39.0%
38.8%
38.6%
38.6%
37.9%
36.4%
36.1%
35.8%
35.7%
35.7%
35.6%
35.5%
35.4%
35.4%
35.4%
35.3%
34.8%
34.7%
33.8%
33.1%
31.7%
30.7%
30.3%
30.2%
29.8%
29.6%
29.6%
28.0%
27.6%
26.8%
26.1%
26.1%
24.7%
22.2%
GREECE
SPAIN
BRAZIL
PORTUGAL
SOUTH
AFRICA
IRELAND
POLAND
FRANCE
CANADA
MEXICO
GERMANY
U.K.
U.S.A.
ARGENTINA
BELGIUM
NEW
ZEALAND
SINGAPORE
SOUTH
KOREA
AUSTRALIA
INDONESIA
AUSTRIA
COLOMBIA
KENYA
NETHERLANDS
HONG
KONG
ISRAEL
INDIA
MALAYSIA
SWITZERLAND
DENMARK
PHILIPPINES
ITALY
WORLDWIDE
TAIWAN
SWEDEN
VIETNAM
ROMANIA
JAPAN
EGYPT
GHANA
TURKEY
RUSSIA
U.A.E.
CHINA
SAUDI
ARABIA
THAILAND
MOROCCO
NIGERIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
JAN
2022

81
36.1%
32.2% 32.4%
38.1%
40.8%
31.7% 31.5% 31.2%
35.3%
39.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
JAN
2022

82
42.0%
40.8%
38.2%
34.8%
34.3%
31.1%
29.9%
29.9%
29.8%
29.3%
28.3%
27.1%
27.0%
26.5%
25.6%
25.6%
25.3%
25.1%
25.1%
25.0%
24.9%
24.8%
23.8%
23.7%
23.6%
23.3%
22.9%
22.8%
22.7%
21.9%
20.3%
20.2%
20.2%
20.1%
20.1%
20.1%
19.4%
19.1%
19.1%
19.0%
18.0%
17.8%
17.2%
16.4%
15.0%
12.5%
12.3%
10.7%
INDIA
INDONESIA
NIGERIA
MALAYSIA
TURKEY
U.A.E.
SAUDI
ARABIA
VIETNAM
SINGAPORE
CHINA
WORLDWIDE
HONG
KONG
SWITZERLAND
EGYPT
COLOMBIA
PHILIPPINES
AUSTRIA
THAILAND
U.S.A.
SOUTH
AFRICA
U.K.
AUSTRALIA
SWEDEN
IRELAND
GERMANY
PORTUGAL
NEW
ZEALAND
DENMARK
KENYA
CANADA
FRANCE
ITALY
MEXICO
BELGIUM
NETHERLANDS
SPAIN
TAIWAN
GREECE
POLAND
MOROCCO
ARGENTINA
RUSSIA
BRAZIL
SOUTH
KOREA
ROMANIA
GHANA
JAPAN
ISRAEL
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
JAN
2022

83
23.7%
28.7%
25.2%
20.9%
14.3%
37.1%
35.8%
29.8%
25.4%
19.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
JAN
2022

I N T E R N E T I N 2 0 2 2
SHIFTS IMPACTING OUR ONLINE BEHAVIOUR
For years, toxic instances of
online trolling have seen
platforms under the magnifying
glass amid complex
conversations around
censorship and free speech. But
with cyber-bullying continuing
to take young lives and mass
media calling out the ‘second
wave’ of cancel culture, tech
giants are seeing fresh calls to
adapt their platforms to
facilitate safer online spaces.
In 2022, brands will be
expected to stand up for what
they feel is right, both for their
values and their talent.
BOO TO
THE BULLIES
With traditional banks unstable
and global wealth inequality on
the rise, many are frustrated
with a system that often feels
rigged against them. A growing
number of people are looking
online for other routes to
economic success. From the
mainstreaming of
cryptocurrencies to the
already-infamous gaming of the
stock market by
/r/wallstreetbets, the next
generation of the ﬁnancial elite
are playing by new rules.
In 2022, brands should be
exploring how they can adapt
their own value exchanges for
these new economies.
ALTERNATIVE
ECONOMIES
The rise of social video
combined with a heightened
desire for connection
post-pandemic is seeing a new
form of creativity move into the
fore, deﬁned by an ability to
evoke emotional responses.
Social has never been better
equipped to do this, especially
given that 30% of 18-34s say
they use social with sound on
more now than before Covid-19.
In 2022, brands will harness
more immersive forms of
media to curate moods and
feelings around their services.
THE VIBE
ECONOMY
PARTNER CONTENT

GWI’s top trends for 2022
Pursuit of
purpose
COVID not only changed how
we work, but why we work,
with purpose coming to the
fore. It’s a chance for brands
to re-evaluate how they
present themselves, shifting
to campaigns that suggest
limitless possibilities or nurture
individual creative impulses.
The beauty world has
experienced a dramatic
make-over. Lockdown was
a chance to experiment
like never before, and male
interest in beauty/cosmetics
has gone through the roof.
This brave new world means
opportunities for brands who
get it right.
Welcome to the attention
recession, where the sheer
volume of media, particularly
TV services, has become a
liability. The solution for media
brands? Find ways to add
value, and focus on distinctive
assets so you’re more than
just another timesink.
People are fed up with
manufactured images online.
Endless perfection has
become a turn-off, so luxury
and fashion brands could
benefit from adding a touch
of imperfection to their pics.
Many people are taking
responsibility for their health
in new ways - from saying no
to stress-inducers, to exploring
digital health solutions. A
good two-thirds say they’re
actively managing their
wellbeing like never before,
and health brands need to
respond.
Once a fringe community of
anti-establishment investors,
the world of crypto is going
mainstream - fast. Investors,
businesses, and brands need
to see which way the wind’s
blowing and find ways to
balance risks with rewards.
More than
skin-deep At your best To the moon
A virtually
imperfect life
May we have your
attention please
+26%
Growth in number of U.S.
consumers who think TV
streaming services are
too expensive
Growth in number of U.S.
consumers describing
themselves as “daring”
year-on-year
+16%
Growth in number
of U.S. consumers
experiencing anxiety
year-on-year
+16%
Global growth in number
of male consumers
interested in beauty/
cosmetics since 2018
+21%
Of consumers think
people should show more
of their “real” selves on
social media
+36% +52%
Global growth in
number of consumers
who invest in crypto-
currency since 2018
Learn more
PARTNER CONTENT

87
58.4% 74.8% 93.4% 46.1% 53.9%
4.62 +1.7% +10.1% 2H 27M 7.5
BILLION +77 MILLION +424 MILLION +1.4% (+2M)
90
SOCIAL MEDIA USERS
vs. TOTAL POPULATION
SOCIAL MEDIA USERS
vs. POPULATION AGE 13+
SOCIAL MEDIA USERS
vs. TOTAL INTERNET USERS
FEMALE SOCIAL MEDIA USERS
vs. TOTAL SOCIAL MEDIA USERS
MALE SOCIAL MEDIA USERS
vs. TOTAL SOCIAL MEDIA USERS
NUMBER OF SOCIAL
MEDIA USERS
QUARTER-ON-QUARTER
CHANGE IN SOCIAL MEDIA USERS
YEAR-ON-YEAR CHANGE
IN SOCIAL MEDIA USERS
AVERAGE DAILY TIME SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF SOCIAL
PLATFORMS USED EACH MONTH
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH; U.N.; U.S. CENSUS BUREAU. DATA FOR TIME SPENT AND AVERAGE NUMBER OF
PLATFORMS: GWI (Q3 2021). SEE GWI.COM FOR MORE DETAILS. NOTE: AVERAGE PLATFORMS FIGURE INCLUDES DATA FOR YOUTUBE. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN
CENSUS COUNTS AND RESIDENT POPULATIONS.
GLOBAL OVERVIEW
HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE
JAN
2022

88
1,482
1,720 1,857
2,078
2,307
2,789
3,196
3,461
3,709
4,199
4,623
+16.0% +7.9% +11.9% +11.0% +20.9% +14.6% +8.3% +7.2% +13.2% +10.1%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; MEDIASCOPE; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. COMPARABILITY: SOURCE CHANGES, BASE CHANGES, AND METHODOLOGY CHANGES. VALUES MAY NOT CORRELATE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS) AND YEAR-ON-YEAR CHANGE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS OVER TIME
JAN
2022

89
6.0%
14.1%
10.1%
6.9%
4.9% 4.4%
7.1%
18.1%
12.1%
7.5%
4.9%
4.0%
13 – 19
YEARS OLD
20 – 29
YEARS OLD
30 – 39
YEARS OLD
40 – 49
YEARS OLD
50 – 59
YEARS OLD
60+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: KEPIOS ANALYSIS; COMPANIES’ ADVERTISING RESOURCES; CNNIC. NOTE: MOST SOCIAL MEDIA COMPANIES DO NOT ALLOW CHILDREN TO USE THEIR PLATFORMS, SO WHILE THERE MAY BE SOCIAL
MEDIA USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. COMPARABILITY: DUE TO VARIATIONS IN DATA AVAILABILITY, NOTE THAT THE AGE GROUPS USED HERE ARE NOT THE
SAME AS THE AGE GROUPS USED FOR MANY OF THE INDIVIDUAL SOCIAL PLATFORM AUDIENCE PROFILES FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS IN EACH DEMOGRAPHIC AS A PERCENTAGE OF TOTAL ACTIVE SOCIAL MEDIA USERS
DEMOGRAPHIC PROFILE OF SOCIAL MEDIA USERS
JAN
2022

90
OCEANIA
SOUTH-EASTERN
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
66%
72%
69%
34%
33%
70%
45%
10%
8%
16%
56%
70%
76%
85%
84%
79%
55%
73%
82%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING
SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL
SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. TOTAL POPULATION
JAN
2022

91
OCEANIA
SOUTH-EASTERN
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
MALE GLOBAL AVERAGE: 53.9%
FEMALE GLOBAL AVERAGE: 46.1%
46
51
51
72
52
62
49
59
61
61
60
46
50
47
49
47
49
48
45
54
49
49
28
48
38
51
41
39
39
40
54
50
53
51
53
51
52
55
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
NOTES: DOES NOT INCLUDE DATA FOR CUBA, IRAN, SUDAN, OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES,
INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND
REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES.
GLOBAL OVERVIEW
FEMALE AND MALE ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USERS
SOCIAL MEDIA: AUDIENCE GENDER BALANCE
JAN
2022

92
106.1%
91.7%
91.2%
90.8%
90.7%
89.5%
89.4%
89.2%
88.1%
87.1%
87.1%
86.5%
86.3%
86.2%
85.3%
84.3%
83.7%
82.7%
82.4%
82.3%
81.7%
81.4%
81.3%
81.2%
81.1%
80.9%
80.8%
80.3%
79.9%
79.7%
79.0%
78.3%
78.1%
72.7%
72.0%
71.6%
71.5%
69.7%
68.9%
68.0%
63.4%
58.4%
48.9%
46.4%
33.4%
27.4%
21.1%
15.4%
U.A.E.
MALAYSIA
SOUTH
KOREA
SWEDEN
NETHERLANDS
SINGAPORE
TAIWAN
NEW
ZEALAND
HONG
KONG
CANADA
SPAIN
GERMANY
ARGENTINA
SWITZERLAND
DENMARK
U.K.
PORTUGAL
AUSTRALIA
PHILIPPINES
SAUDI
ARABIA
BELGIUM
AUSTRIA
COLOMBIA
THAILAND
JAPAN
U.S.A.
TURKEY
FRANCE
BRAZIL
ISRAEL
IRELAND
MEXICO
VIETNAM
RUSSIA
POLAND
ITALY
GREECE
ROMANIA
INDONESIA
CHINA
MOROCCO
WORLDWIDE
EGYPT
SOUTH
AFRICA
INDIA
GHANA
KENYA
NIGERIA
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH. NOTE: BASED ON ACTIVE USERS OF THE MOST-USED SOCIAL MEDIA PLATFORM
IN EACH COUNTRY. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. PERCENTAGES MAY EXCEED 100% IN SOME COUNTRIES DUE TO ISSUES SUCH AS DUPLICATE AND “FAKE”
ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND ACTUAL RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES,
INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. POPULATION
JAN
2022

93
01 BRUNEI 116.5%* 516,500
02 UNITED ARAB EMIRATES 106.1%* 10,650,000
03 CAYMAN ISLANDS 100.8%* 67,450
04 MALTA 100.8%* 447,000
05 CYPRUS 100.3%* 1,223,300
06 QATAR 99.8% 2,950,000
07 GUAM 99.8% 170,450
08 PALAU 98.6% 17,950
09 ARUBA 97.5% 104,700
10 ICELAND 96.2% 331,250
213 NORTH KOREA1
[N/A] [BLOCKED]
212 ERITREA 0.3% 10,200
211 NIGER 2.5% 641,300
210 CENTRAL AFRICAN REPUBLIC 2.8% 137,550
209 CHAD 3.3% 572,600
208 MALAWI 4.1% 820,400
207 SOUTH SUDAN 4.5% 514,900
205 ETHIOPIA 5.3% 6,350,000
204 TURKMENISTAN 5.5% 338,100
# HIGHEST ADOPTION % OF POP. № OF USERS # LOWEST ADOPTION % OF POP. № OF USERS
LOWEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
HIGHEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH. NOTES: BASED ON ACTIVE USERS OF THE MOST-USED SOCIAL MEDIA PLATFORM
IN EACH COUNTRY. (1) THE INTERNET IS BLOCKED IN NORTH KOREA, SO EVERYDAY CITIZENS DO NOT HAVE ACCESS TO SOCIAL MEDIA. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. (*) PERCENTAGES MAY EXCEED 100% DUE TO DUPLICATE AND “FAKE” ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR DETAILS.
COMPARABILITY: SOURCE CHANGES; SIGNIFICANT REVISIONS TO SOURCE BASE DATA AND REPORTING METHODOLOGIES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
RANKING OF SOCIAL MEDIA USE vs. POPULATION
JAN
2022

94
04:07
04:06
03:58
03:46
03:43
03:41
03:26
03:24
03:20
03:17
03:13
03:04
03:03
03:02
02:59
02:59
02:36
02:31
02:29
02:28
02:28
02:27
02:27
02:19
02:14
02:05
02:04
02:02
01:59
01:59
01:58
01:57
01:57
01:53
01:53
01:53
01:50
01:49
01:48
01:47
01:46
01:34
01:33
01:31
01:29
01:21
01:13
00:51
NIGERIA
PHILIPPINES
GHANA
COLOMBIA
SOUTH
AFRICA
BRAZIL
ARGENTINA
SAUDI
ARABIA
MEXICO
INDONESIA
EGYPT
U.A.E.
KENYA
MALAYSIA
THAILAND
TURKEY
INDIA
SINGAPORE
MOROCCO
PORTUGAL
VIETNAM
WORLDWIDE
RUSSIA
ROMANIA
U.S.A.
NEW
ZEALAND
TAIWAN
SWEDEN
DENMARK
IRELAND
ISRAEL
AUSTRALIA
CHINA
CANADA
HONG
KONG
SPAIN
GREECE
POLAND
U.K.
ITALY
FRANCE
BELGIUM
SWITZERLAND
AUSTRIA
GERMANY
NETHERLANDS
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA
JAN
2022

95
03:13
02:50
02:27
02:03
01:33
02:43
02:34
02:15
01:48
01:18
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
JAN
2022

96
1H 37M
1H 45M
1H 51M
2H 08M
2H 15M
2H 22M 2H 25M 2H 25M 2H 27M
+8.2% +5.7% +15.3% +5.5% +5.2% +2.1% 0% +1.4%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021
SOURCE: GWI (Q3 2013 TO Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
JAN
2022

97
26.3% 27.4%
29.2%
32.9% 33.3%
34.8%
36.4%
35.0% 35.2%
+4.3% +6.5% +12.6% +1.0% +4.7% +4.7% -3.9% +0.4%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021
SOURCE: GWI (Q3 2013 TO Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
SOCIAL MEDIA’S SHARE OF TOTAL ONLINE TIME
JAN
2022

98
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING CONTENT
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
SHARING AND DISCUSSING OPINIONS WITH OTHERS
MAKING NEW CONTACTS
WATCHING LIVE STREAMS
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
WORK-RELATED NETWORKING AND RESEARCH
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
WATCHING OR FOLLOWING SPORTS
FOLLOWING CELEBRITIES OR INFLUENCERS
POSTING ABOUT YOUR LIFE
AVOIDING MISSING OUT ON THINGS (FOMO)
SUPPORTING AND CONNECTING WITH GOOD CAUSES
47.6%
36.3%
35.1%
31.6%
29.5%
27.7%
26.3%
24.5%
23.9%
23.8%
23.1%
22.9%
22.1%
22.0%
21.7%
21.4%
21.3%
17.4%
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
JAN
2022

99
2,910
2,562
2,000
1,478
1,263
1,000
988
600
574
573
573
557
550
444
436
430
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM2
WECHAT1
TIKTOK1
FB MESSENGER2
DOUYIN3
QQ1
SINA WEIBO1
KUAISHOU1
SNAPCHAT2
TELEGRAM1
PINTEREST1
TWITTER2
REDDIT1
*
QUORA1
*
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) COMPANY ANNOUNCEMENTS OF DAILY ACTIVE
USERS (NOTE THAT MONTHLY ACTIVE USER FIGURES MAY BE HIGHER). ADVISORY: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED
UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES ARE LESS REPRESENTATIVE. BASE CHANGES AND METHODOLOGY CHANGES; DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS)
THE WORLD’S MOST-USED SOCIAL PLATFORMS
JAN
2022

100
8.7
8.6
8.5
8.5
8.2
8.1
8.0
8.0
7.9
7.8
7.8
7.7
7.6
7.5
7.5
7.4
7.4
7.2
7.1
7.0
7.0
6.7
6.7
6.6
6.6
6.6
6.5
6.5
6.3
6.3
6.2
6.2
6.1
6.1
6.0
6.0
5.8
5.8
5.8
5.6
5.6
5.5
5.5
5.5
5.3
4.9
4.8
3.9
BRAZIL
INDIA
INDONESIA
PHILIPPINES
MALAYSIA
TURKEY
CHINA
SOUTH
AFRICA
MEXICO
COLOMBIA
U.A.E.
SAUDI
ARABIA
THAILAND
SINGAPORE
WORLDWIDE
VIETNAM
ARGENTINA
KENYA
HONG
KONG
NIGERIA
EGYPT
IRELAND
PORTUGAL
U.S.A.
SWEDEN
GREECE
TAIWAN
ROMANIA
U.K.
NEW
ZEALAND
SPAIN
CANADA
AUSTRALIA
RUSSIA
ITALY
POLAND
SWITZERLAND
DENMARK
MOROCCO
NETHERLANDS
BELGIUM
FRANCE
ISRAEL
AUSTRIA
GERMANY
SOUTH
KOREA
GHANA
JAPAN
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: INCLUDES DATA FOR YOUTUBE.
COMPARABILITY: WE INCLUDED A CHART WITH A SIMILAR TITLE IN OUR PREVIOUS REPORTS, BUT PREVIOUS VERSIONS INCLUDED DATA FOR ACCOUNT OWNERSHIP RATHER THAN ACTIVE USE. FIGURES
SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS AGED 16 TO 64 USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
JAN
2022

101
8.0 8.1
7.4
6.5
5.5
8.1 8.1
7.5
6.6
5.2
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: INCLUDES DATA FOR YOUTUBE.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
JAN
2022

102
SOURCE: GWI (Q3 2021). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. VALUES REPRESENT THE USERS OF THE PLATFORM
IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS
WHO SAY THEY DO NOT USE ANY OTHER SOCIAL NETWORK OR MESSENGER SERVICE, INCLUDING PLATFORMS NOT FEATURED IN THIS TABLE. COMPARABILITY: SURVEY CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
WHATSAPP
ALSO USING
INSTAGRAM
ALSO USING
TIKTOK
ALSO USING
TELEGRAM
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
REDDIT
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS
YOUTUBE USERS
WHATSAPP USERS
INSTAGRAM USERS
TIKTOK USERS
TELEGRAM USERS
SNAPCHAT USERS
TWITTER USERS
REDDIT USERS
PINTEREST USERS
LINKEDIN USERS
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
WHATSAPP
ALSO USING
INSTAGRAM
ALSO USING
TIKTOK
ALSO USING
TELEGRAM
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
REDDIT
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.7% 100.0% 74.7% 72.7% 78.1% 47.8% 42.0% 31.9% 48.8% 14.4% 36.1% 31.5%
YOUTUBE USERS 0.9% 79.0% 100.0% 72.4% 77.5% 45.8% 44.8% 30.0% 51.3% 16.7% 39.0% 30.7%
WHATSAPP USERS 1.5% 81.0% 76.8% 100.0% 80.2% 46.4% 48.9% 34.0% 49.0% 13.8% 37.7% 33.0%
INSTAGRAM USERS 0.1% 82.9% 77.8% 76.4% 100.0% 50.4% 47.0% 36.6% 54.2% 15.5% 40.0% 31.7%
TIKTOK USERS 0.1% 84.6% 80.5% 73.7% 83.9% 100.0% 46.9% 40.9% 56.6% 17.1% 43.6% 31.2%
TELEGRAM USERS 0.2% 83.2% 81.5% 86.9% 87.6% 52.4% 100.0% 40.0% 60.4% 18.0% 43.1% 39.3%
SNAPCHAT USERS 0.0% 83.1% 79.2% 79.3% 89.6% 60.1% 52.6% 100.0% 61.8% 23.0% 49.6% 39.0%
TWITTER USERS 0.2% 83.7% 80.1% 75.5% 87.6% 54.9% 52.3% 40.8% 100.0% 21.8% 44.1% 39.8%
REDDIT USERS 0.1% 81.2% 81.8% 69.6% 82.1% 54.6% 51.1% 49.8% 71.6% 100.0% 58.6% 50.7%
PINTEREST USERS 0.2% 82.7% 79.8% 77.5% 86.2% 56.5% 49.9% 43.6% 58.9% 23.8% 100.0% 41.8%
LINKEDIN USERS 0.2% 87.8% 77.8% 82.6% 83.3% 49.1% 55.4% 41.8% 64.7% 25.1% 50.9% 100.0%
JAN
2022

103
15.7%
14.8%
14.5%
11.4%
5.1%
4.3%
3.3%
2.6%
2.0%
1.8%
1.8%
1.6%
1.4%
1.3%
1.0%
1.0%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT
DOUYIN
TIKTOK
TWITTER
FB MESSENGER
TELEGRAM
LINE
PINTEREST
QQ
SNAPCHAT
KUAISHOU
IMESSAGE
DISCORD
SOURCE: GWI (Q3 2021). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART,
SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER
BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN OUR PREVIOUS REPORTS DID NOT INCLUDE DATA FOR CHINA, SO VALUES ARE NOT COMPARABLE.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
JAN
2022

104
WHATSAPP 14.5% 15.7% 16.9% 19.3% 19.6%
INSTAGRAM 22.8% 13.8% 8.7% 6.3% 4.2%
FACEBOOK 11.1% 15.9% 17.7% 17.9% 18.9%
WECHAT 7.5% 12.0% 14.2% 12.1% 10.9%
DOUYIN 4.1% 5.6% 6.3% 5.1% 4.2%
TIKTOK 5.4% 3.5% 2.7% 2.5% 1.5%
TWITTER 3.7% 3.6% 3.4% 3.5% 3.1%
FB MESSENGER 2.1% 2.7% 2.6% 2.6% 3.0%
TELEGRAM 3.1% 2.7% 2.3% 1.9% 1.7%
LINE 1.0% 1.2% 1.9% 2.7% 3.8%
WHATSAPP 12.0% 14.0% 15.1% 17.2% 20.4%
INSTAGRAM 25.6% 17.8% 12.7% 9.9% 6.9%
FACEBOOK 7.3% 13.0% 15.7% 18.0% 19.2%
WECHAT 8.5% 12.9% 14.5% 13.0% 8.7%
DOUYIN 4.1% 5.9% 5.8% 4.6% 3.6%
TIKTOK 8.9% 5.2% 3.8% 3.3% 1.5%
TWITTER 4.8% 2.6% 2.3% 2.1% 1.9%
FB MESSENGER 2.1% 2.5% 2.7% 2.7% 3.7%
TELEGRAM 1.4% 1.4% 1.4% 1.0% 1.2%
LINE 0.9% 1.3% 2.4% 2.8% 4.4%
SOCIAL
PLATFORM
AGE
16–24
AGE
25–34
AGE
35–44
AGE
45–54
AGE
55–64
SOCIAL
PLATFORM
AGE
16–24
AGE
25–34
AGE
35–44
AGE
45–54
AGE
55–64
FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST MALE INTERNET USERS
SOURCE: GWI (Q3 2021). SEE GWI.COM FOR FULL DETAILS. NOTES: SURVEY RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%.
YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING.
COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN OUR PREVIOUS REPORTS DID NOT INCLUDE DATA FOR CHINA, SO VALUES ARE NOT COMPARABLE.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
JAN
2022

105
3.0 5.1 3.0 11.6 3.0
HOURS / MONTH HOURS / MONTH HOURS / MONTH HOURS / MONTH HOURS / MONTH
23.7 19.6 18.6 11.2 19.6
HOURS / MONTH HOURS / MONTH HOURS / MONTH HOURS / MONTH HOURS / MONTH
06: FACEBOOK MESSENGER 07: TWITTER 08: TELEGRAM 09: LINE 10: SNAPCHAT
01: YOUTUBE 02: FACEBOOK 03: WHATSAPP 04: INSTAGRAM 05: TIKTOK
SOURCE: APP ANNIE. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON
ANDROID PHONES THROUGHOUT 2021. DOES NOT INCLUDE DATA FOR CHINA. FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
GLOBAL OVERVIEW
AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP, RANKED BY CUMULATIVE TIME ACROSS ALL ANDROID USERS
TIME SPENT WITH SOCIAL MEDIA APPS
JAN
2022

106
16.4% 16.0% 14.7% 10.8%
76.1% 43.5% 21.5% 17.2%
ANY KIND OF SOCIAL
MEDIA PLATFORM
SOCIAL
NETWORKS
QUESTION & ANSWER
SITES (E.G. QUORA)
FORUMS AND
MESSAGE BOARDS
MESSAGING AND
LIVE CHAT SERVICES
MICRO-BLOGS
(E.G. TWITTER)
VLOGS (BLOGS IN
A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL
MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS
(E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
JAN
2022

107
81.6%
79.2%
75.7%
65.1%
64.2%
63.0%
62.6%
62.5%
61.1%
60.4%
60.3%
58.6%
58.0%
54.7%
50.0%
49.9%
48.8%
47.9%
47.7%
47.5%
44.2%
44.0%
43.5%
42.6%
41.5%
40.7%
39.8%
39.8%
38.0%
37.0%
35.1%
33.9%
32.9%
31.9%
31.8%
31.0%
30.3%
30.3%
30.0%
29.3%
29.0%
28.7%
28.4%
28.1%
27.8%
26.6%
22.3%
21.4%
KENYA
NIGERIA
MOROCCO
COLOMBIA
ARGENTINA
MEXICO
VIETNAM
BRAZIL
INDONESIA
SOUTH
AFRICA
PHILIPPINES
GHANA
SAUDI
ARABIA
MALAYSIA
TURKEY
ISRAEL
U.A.E.
PORTUGAL
INDIA
THAILAND
TAIWAN
RUSSIA
WORLDWIDE
EGYPT
GREECE
ROMANIA
HONG
KONG
SPAIN
SINGAPORE
POLAND
SWEDEN
IRELAND
CHINA
U.S.A.
CANADA
ITALY
AUSTRALIA
NEW
ZEALAND
AUSTRIA
DENMARK
U.K.
FRANCE
BELGIUM
SWITZERLAND
GERMANY
JAPAN
SOUTH
KOREA
NETHERLANDS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
JAN
2022

108
52.3%
48.4%
43.7%
36.6%
28.9%
47.4%
45.5%
42.2%
35.7%
27.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
JAN
2022

109
45.5%
29.9%
28.9%
28.4%
27.7%
25.1%
23.0%
22.6%
22.5%
21.5%
20.8%
19.9%
17.6%
17.6%
17.5%
17.5%
FRIENDS, FAMILY, AND OTHER PEOPLE YOU KNOW
ACTORS, COMEDIANS, AND OTHER PERFORMERS
ENTERTAINMENT, MEMES, AND PARODY ACCOUNTS
BANDS, SINGERS, AND OTHER MUSICIANS
TV SHOWS OR CHANNELS
RESTAURANTS, CHEFS, AND FOOD PERSONALITIES
COMPANIES AND BRANDS YOU PURCHASE FROM
INFLUENCERS AND OTHER EXPERTS
SPORTS PEOPLE AND TEAMS
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
CONTACTS RELEVANT TO YOUR WORK
COMPANIES RELEVANT TO YOUR WORK
FITNESS EXPERTS OR ORGANISATIONS
GAMING EXPERTS OR GAMING STUDIOS
BEAUTY EXPERTS
JOURNALISTS OR NEWS COMPANIES
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED
JAN
2022

110
51.4%
44.3%
35.8%
34.5%
34.2%
34.2%
33.4%
32.2%
30.9%
30.4%
30.2%
29.8%
27.9%
26.7%
26.0%
25.2%
25.1%
24.8%
24.0%
23.9%
23.8%
23.7%
23.5%
22.6%
22.3%
21.3%
21.2%
21.1%
19.9%
19.7%
19.6%
18.9%
18.6%
18.6%
18.4%
18.3%
17.6%
17.2%
17.0%
16.5%
15.7%
15.1%
14.9%
14.8%
13.3%
13.2%
8.9%
6.9%
PHILIPPINES
BRAZIL
NIGERIA
INDONESIA
ARGENTINA
SOUTH
AFRICA
KENYA
COLOMBIA
MEXICO
MALAYSIA
SAUDI
ARABIA
MOROCCO
PORTUGAL
HONG
KONG
IRELAND
INDIA
SPAIN
U.A.E.
VIETNAM
SWEDEN
NEW
ZEALAND
TAIWAN
SINGAPORE
WORLDWIDE
ITALY
EGYPT
ROMANIA
POLAND
ISRAEL
U.S.A.
CANADA
FRANCE
GHANA
SWITZERLAND
AUSTRALIA
DENMARK
AUSTRIA
GERMANY
U.K.
SOUTH
KOREA
CHINA
THAILAND
BELGIUM
NETHERLANDS
JAPAN
TURKEY
GREECE
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FOLLOW INFLUENCERS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
JAN
2022

111
34.1%
27.4%
21.4%
16.6%
10.6%
26.4%
22.6%
19.7%
15.0%
10.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO FOLLOW INFLUENCERS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
JAN
2022

112
41.5%
36.7%
36.3%
34.8%
34.8%
34.4%
33.9%
31.0%
29.7%
29.1%
29.1%
28.3%
28.0%
27.8%
23.2%
22.9%
22.8%
22.1%
21.9%
20.7%
20.7%
19.8%
17.2%
16.0%
15.2%
15.0%
14.8%
14.5%
14.4%
14.2%
14.0%
13.9%
13.9%
13.7%
13.3%
12.7%
12.6%
12.6%
11.9%
11.7%
11.4%
11.3%
10.9%
10.8%
9.8%
8.9%
7.4%
6.5%
KENYA
PHILIPPINES
SOUTH
AFRICA
COLOMBIA
NIGERIA
BRAZIL
VIETNAM
INDONESIA
TURKEY
MALAYSIA
MEXICO
INDIA
U.A.E.
ARGENTINA
GHANA
WORLDWIDE
SAUDI
ARABIA
CHINA
MOROCCO
GREECE
SINGAPORE
EGYPT
TAIWAN
THAILAND
NEW
ZEALAND
SWITZERLAND
U.S.A.
POLAND
SPAIN
HONG
KONG
AUSTRALIA
DENMARK
IRELAND
CANADA
U.K.
PORTUGAL
ROMANIA
RUSSIA
BELGIUM
NETHERLANDS
AUSTRIA
SWEDEN
FRANCE
ISRAEL
ITALY
GERMANY
JAPAN
SOUTH
KOREA
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: WE INCLUDED A CHART
WITH A SIMILAR TITLE IN OUR PREVIOUS REPORTS, BUT THE DATA FEATURED ON THOSE PREVIOUS CHARTS USED A DIFFERENT DEFINITION OF USING SOCIAL MEDIA FOR WORK. FIGURES SHOWN HERE ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK-RELATED NETWORKING OR RESEARCH
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
JAN
2022

113
21.3%
24.1% 23.4%
19.6%
14.0%
22.7%
26.5% 26.1%
23.0%
16.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: WE INCLUDED A CHART
WITH A SIMILAR TITLE IN OUR PREVIOUS REPORTS, BUT THE DATA FEATURED ON THOSE PREVIOUS CHARTS USED A DIFFERENT DEFINITION OF USING SOCIAL MEDIA FOR WORK. FIGURES SHOWN HERE ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK-RELATED NETWORKING OR RESEARCH
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
JAN
2022

S O C I A L I N 2 0 2 2
SHIFTS IN HOW PEOPLE BEHAVE AND INTERACT ON SOCIAL
In a fragmented entertainment
landscape, social has become
the lynchpin of shared media
consumption, with data from
TikTok showing that 35% of its
users say they’ve watched less
TV and streaming services
since downloading the app. It’s
creating opportunities for
brands to engage audiences
more in online storytelling.
In 2022, brands should
maximise entertainment value
during key moments by
collaborating with
commentators.
PRIME TIME
PLATFORMS
Social media has become a
little predictable, with 43% of
Gen Z users globally agreeing
that the algorithms which
determine what we see on our
feeds have a negative impact
on their media diet. In response,
creators are pushing back with
content poking fun at overdone
tropes and worn out memes,
much to the delight of
audiences.
In 2022, brands should take
themselves less seriously, and
subvert industry tropes.
SOCIAL
CYNICISM
Across the globe, social media
users are more likely to say
they’ve learned practical life
skills from social platforms than
university (57% vs 51%). Now,
social is being repurposed as a
platform for self-directed
learning, driven by immersive
content formats and a renewed
appreciation for innovative
learning solutions.
In 2022, brands should assert
their values by educating
people on important issues.
IN-FEED
SYLLABUSES
PARTNER CONTENT

Social Trends
With data from 18,100 survey respondents and insights from top industry experts,
our Social Trends 2022 report covers this year’s top social media trends.
TREND 1
Brands finally get
community right (with
the help of creators)
As small, authentic
communities become
more prevalent on
social media, brands
that partner wisely with
creators are connecting
with new audiences,
earning their trust, and
gaining cultural capital.
TREND 3
Social quietly matures
out of the marketing
department
As marketers become more
confident in measuring the
ROI of their social media
efforts, high performers are
spreading the love across
the rest of their organization.
TREND 2
Marketers get creative
as consumers wise up
to social ads
Brands will be spending
more on social ads in 2022.
But if they want to make
a splash, they’ll have to
work harder to create ads
that mirror and enrich the
distinct experience each
social network offers.
TREND 5
Social marketers save their
brands from the customer
service apocalypse
Demand for customer
service on social media
continues to surge. And
now, social marketers
have a unique opportunity
to play the hero and steer
their organizations through
the upheaval.
TREND 4
Social becomes the heart
of the post-pandemic
shopping experience
Social commerce is here
to stay. In 2022, small
businesses will extend the
customer experience across
social and real-life store-
fronts, while large enterprises
test the limits of the online
shopping experience.
Learn more about Hootsuite’s 2022 social trends, download the
full report, and see how you can put each trend into action.
PARTNER CONTENT

!
In Q4 2021, Meta made some important changes to how its self-service tools report the
potential advertising reach of its platforms, including a move to publishing audience figures as
a range instead of as an absolute number. Our analysis suggests that Meta also revised its base
data, resulting in some important corrections to published audience figures for Facebook and
Messenger. As a result, we are currently unable to provide any figures for changes over time in
these platforms’ audiences, and we advise readers not to compare the advertising audience
figures for Facebook and Messenger contained within this report with figures published for
those platforms in previous reports. For more information, please read our complete notes on
data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data.
CHANGES IN META’S DATA REPORTING

118
800
1,007
1,189
1,350
1,545
1,788
2,072
2,271
2,449
2,740
2,910
+26% +18% +14% +14% +16% +16% +9.6% +7.8% +12% +6.2%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS.
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
FACEBOOK MONTHLY ACTIVE USERS
JAN
2022

119
58.8% 47.1% 66.3% 72.5%
2.91 36.8% +0.5% +6.2%
BILLION +15 MILLION +170 MILLION
90
TOTAL FACEBOOK MAU
TOTAL FACEBOOK MAU
vs. POPULATION AGED 13+
FACEBOOK DAILY ACTIVE USERS
vs. MONTHLY ACTIVE USERS
FACEBOOK ADVERTISING REACH
vs. TOTAL FACEBOOK MAU
TOTAL MONTHLY ACTIVE
FACEBOOK USERS (MAU)
TOTAL FACEBOOK MAU
QUARTER-ON-QUARTER CHANGE
IN TOTAL FACEBOOK MAU
YEAR-ON-YEAR CHANGE
IN TOTAL FACEBOOK MAU
SOURCES: META’S INVESTOR EARNINGS ANNOUNCEMENTS AND ADVERTISING RESOURCES. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS, AND ARE BASED ON EACH
GENDER’S SHARE OF FACEBOOK’S ADVERTISING AUDIENCE. COMPARABILITY: USER FIGURES SHOWN ON THIS CHART REPRESENT MONTHLY ACTIVE USERS, AND ARE DIFFERENT TO THE FACEBOOK
ADVERTISING AUDIENCE FIGURES SHOWN ELSEWHERE IN THIS REPORT. SEE NOTES ON DATA FOR MORE DETAILS ON WHY ADVERTISING REACH DOES NOT EQUATE TO TOTAL MAU FIGURE.
GLOBAL OVERVIEW
FACEBOOK’S TOTAL MONTHLY ACTIVE USER BASE
FACEBOOK: MONTHLY ACTIVE USERS
JAN
2022

120
2.11 26.7% 34.1% 43.4% 56.6%
BILLION
POTENTIAL AUDIENCE
THAT META REPORTS
CAN BE REACHED WITH
ADS ON FACEBOOK
FACEBOOK’S POTENTIAL
ADVERTISING REACH
AS A PERCENTAGE OF
TOTAL POPULATION
FACEBOOK’S POTENTIAL
ADVERTISING REACH
AS A PERCENTAGE OF
POPULATION AGED 13+
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS
BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

121
2.4%
9.3%
12.6%
7.9%
5.2%
3.5%
2.8%
3.2%
13.3%
18.4%
10.0%
5.8%
3.3%
2.5%
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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
JAN
2022

122
1,949
2,025 2,091 2,137 2,184 2,212 2,252 2,276
2,109
SIGNIFICANT
BASE
DATA
REVISIONS
+3.9% +3.3% +2.2% +2.2% +1.2% +1.8% +1.1% N/A
JAN APR JUL OCT JAN APR JUL OCT JAN
2020 2020 2020 2020 2021 2021 2021 2021 2022
NOTE: FIGURE FOR JAN 2022 USES THE MIDPOINTS OF PUBLISHED RANGES; FIGURES FOR ALL OTHER DATES AS PUBLISHED IN META’S TOOLS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA
AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES FOR JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR PREVIOUS PERIODS, OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. IN
ADDITION TO CHANGES IN ACTIVE USER NUMBERS, FIGURES FOR QUARTER-ON-QUARTER CHANGE MAY BE IMPACTED BY REVISIONS TO BASE DATA.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK, IN MILLIONS OF USERS
FACEBOOK ADVERTISING REACH
JAN
2022

123
100.4%
89.5%
87.6%
84.1%
82.8%
82.5%
82.4%
78.5%
77.0%
74.8%
71.7%
69.5%
69.3%
68.4%
67.2%
66.4%
65.7%
65.5%
65.5%
64.3%
63.7%
63.2%
60.8%
60.5%
60.4%
60.0%
59.7%
57.0%
56.2%
55.9%
53.7%
53.2%
53.0%
50.5%
49.0%
42.1%
41.7%
40.7%
35.0%
34.1%
32.5%
30.1%
26.5%
23.1%
19.8%
13.8%
7.0%
PHILIPPINES
VIETNAM
MEXICO
COLOMBIA
THAILAND
U.A.E.
MALAYSIA
ARGENTINA
TAIWAN
NEW
ZEALAND
DENMARK
AUSTRALIA
ISRAEL
SWEDEN
SINGAPORE
HONG
KONG
PORTUGAL
MOROCCO
BRAZIL
BELGIUM
U.S.A.
CANADA
EGYPT
U.K.
IRELAND
INDONESIA
ROMANIA
NETHERLANDS
FRANCE
GREECE
POLAND
SOUTH
AFRICA
ITALY
TURKEY
SPAIN
SWITZERLAND
AUSTRIA
SAUDI
ARABIA
GERMANY
WORLDWIDE
GHANA
INDIA
KENYA
SOUTH
KOREA
NIGERIA
JAPAN
RUSSIA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. NOTES: VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. FIGURES USE MIDPOINT OF
PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK ADS COMPARED WITH POPULATION AGED 13+
FACEBOOK ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2022

124
26.2
19.6 19.5
18.2 17.6 16.8 16.1 15.6 15.5 15.2
13.5 13.1 12.6
11.0
7.8
MEXICO
WORLDWIDE
INDIA
SINGAPORE
AUSTRALIA
ARGENTINA
U.S.A.
CANADA
U.K.
INDONESIA
BRAZIL
FRANCE
TURKEY
GERMANY
SOUTH
KOREA
SOURCE: APP ANNIE. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS, OR CONTACT APP ANNIE FOR DETAILS OF HOW TO ACCESS DATA FOR ADDITIONAL LOCATIONS. NOTE: FIGURES REPRESENT AVERAGE
NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE FACEBOOK MOBILE APP ON ANDROID PHONES THROUGHOUT 2021. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH FACEBOOK USER SPENDS USING THE FACEBOOK APP ON ANDROID PHONES
FACEBOOK: TIME SPENT USING MOBILE APP
JAN
2022

125
11 PAKISTAN 43,550,000 27.5%
12 COLOMBIA 35,150,000 84.1%
13 U.K. 35,050,000 60.5%
14 TURKEY 34,400,000 50.5%
15 FRANCE 31,350,000 56.2%
16 ITALY 28,550,000 53.0%
17 ARGENTINA 28,400,000 78.5%
18 NIGERIA 26,100,000 19.8%
19 GERMANY 25,750,000 35.0%
20 PERU 24,800,000 93.9%
01 INDIA 329,650,000 30.1%
02 U.S.A. 179,650,000 63.7%
03 INDONESIA 129,850,000 60.0%
04 BRAZIL 116,000,000 65.5%
05 MEXICO 89,700,000 87.6%
06 PHILIPPINES 83,850,000 100.4%*
07 VIETNAM 70,400,000 89.5%
08 THAILAND 50,050,000 82.8%
09= BANGLADESH 44,700,000 34.4%
09= EGYPT 44,700,000 60.8%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. *NOTES: “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA
AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
JAN
2022

126
11 ARUBA 87.8% 80,550
12 MEXICO 87.6% 89,700,000
13 BOLIVIA 86.3% 7,650,000
14 ICELAND 85.5% 246,900
15 GREENLAND 85.1% 39,800
16 COLOMBIA 84.1% 35,150,000
17 BRUNEI 83.0% 298,600
18 THAILAND 82.8% 50,050,000
19 GEORGIA 82.5% 2,700,000
20 U.A.E. 82.5% 7,200,000
01 MONGOLIA 103.3%* 2,500,000
02 LIBYA 101.7%* 5,450,000
03 PHILIPPINES 100.4%* 83,850,000
04 PERU 93.9% 24,800,000
05 TONGA 93.8% 70,850
06 MALTA 92.9% 359,850
07 CAMBODIA 92.6% 11,600,000
08 ECUADOR 92.2% 12,700,000
09 VIETNAM 89.5% 70,400,000
10 SAMOA 88.4% 120,650
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
TOTAL ACTIVE USER BASE. *NOTES: “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA
AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
FACEBOOK ELIGIBLE AD REACH RATE RANKING
JAN
2022

127
98.5% 1.5% 16.7% 81.8%
USE ANY KIND OF
MOBILE PHONE
ONLY USE LAPTOP OR
DESKTOP COMPUTER
USE BOTH COMPUTERS
AND MOBILE PHONES
ONLY USE MOBILE
PHONES (ANY TYPE)
SOURCE: META’S ADVERTISING RESOURCES, BASED ON DATA PUBLISHED IN JUNE 2021. NOTE: FIGURES REPRESENT VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
GLOBAL OVERVIEW
PERCENTAGE OF FACEBOOK’S ADVERTISING AUDIENCE THAT USES EACH DEVICE TO ACCESS THE PLATFORM, EITHER VIA AN APP OR A WEB BROWSER
DEVICES USED TO ACCESS FACEBOOK
JAN
2022

128
0.07% 0.11% 0.08% 0.03% 0.13%
AVERAGE FACEBOOK POST
ENGAGEMENTS vs. PAGE
FANS: ALL POST TYPES
FANS: PHOTO POSTS
FANS: VIDEO POSTS
FANS: LINK POSTS
FANS: STATUS POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2021 AND 30 NOVEMBER 2021. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND
SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS
JAN
2022

129
562.1 26.6% 9.1% 44.9% 55.1%
MILLION
POTENTIAL AUDIENCE
THAT META REPORTS CAN
BE REACHED WITH ADS IN
FACEBOOK MARKETPLACE
REACH AS A PERCENTAGE
OF FACEBOOK’S TOTAL
ADVERTISING REACH
ADVERTISING REACH AS
A PERCENTAGE OF TOTAL
POPULATION AGED 13+
PERCENTAGE OF THE
AD AUDIENCE THAT
META REPORTS IS FEMALE
PERCENTAGE OF THE
AD AUDIENCE THAT
META REPORTS IS MALE
NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS WITHIN FACEBOOK MARKETPLACE
FACEBOOK MARKETPLACE AUDIENCE OVERVIEW
JAN
2022

130
21 NEYMAR JR. 88,000,000
22 SELENA GOMEZ 86,600,000
23 PEOPLE’S DAILY, CHINA 86,000,000
24 MCDONALD’S 81,400,000
25 NETFLIX 79,800,000
26 LALIGA 78,800,000
27 UEFA CHAMPIONS LEAGUE 76,200,000
28 MANCHESTER UNITED 76,100,000
29= JASON STATHAM 76,000,000
29= TAYLOR SWIFT 76,000,000
11 VIN DIESEL 108,000,000
12 TASTY 106,800,000
13 FC BARCELONA 106,400,000
14 LIONEL MESSI 105,000,000
15 CHINA DAILY 104,500,000
16 YOUTUBE 103,600,000
17 RIHANNA 102,000,000
18 EMINEM 94,000,000
19 CHINA XINHUA NEWS 92,200,000
20 JUSTIN BIEBER 91,000,000
01 FACEBOOK APP 195,700,000
02 SAMSUNG 161,700,000
03 CRISTIANO RONALDO 150,000,000
04 MR. BEAN 129,000,000
05 CGTN 117,000,000
06 5-MINUTE CRAFTS 116,500,000
07 SHAKIRA 114,000,000
08 REAL MADRID C.F. 112,100,000
09 WILL SMITH 111,000,000
10 COCA-COLA 109,200,000
# FACEBOOK PAGE FOLLOWERS # FACEBOOK PAGE FOLLOWERS # FACEBOOK PAGE FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON FACEBOOK.COM. NOTE: VALUES HAVE BEEN ROUNDED TO THE NEAREST 100,000. FACEBOOK ALSO ROUNDS VALUES FOR SOME PAGES TO THE
NEAREST MILLION. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
FACEBOOK PAGES WITH THE GREATEST NUMBER OF FOLLOWERS
MOST-FOLLOWED FACEBOOK PAGES
JAN
2022

132
2.09 37.7% 46.1% 53.9%
BILLION
2.56 32.4% 51.8% +11.9%
BILLION +271 MILLION
POTENTIAL REACH OF
ADS ON YOUTUBE
YOUTUBE AD REACH
YOUTUBE AD REACH vs.
TOTAL INTERNET USERS
YEAR-ON-YEAR CHANGE
IN YOUTUBE AD REACH
YOUTUBE’S ADVERTISING
REACH: USERS AGED 18+
YOUTUBE’S AD REACH AGE 18+
vs. TOTAL POPULATION AGE 18+
FEMALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
MALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. GOOGLE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER AND AGE DATA FOR
USERS AGED 18 AND ABOVE, AND ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. FIGURE FOR POTENTIAL REACH AGE 18+ USES A DIFFERENT AUDIENCE TOTAL TO THE ONE USED FOR REACH OF
TOTAL POPULATION.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE
YOUTUBE: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

133
6.0%
8.6%
7.5%
5.7%
4.5%
5.4%
8.5%
11.6%
9.0%
6.2%
4.4% 4.3%
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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GOOGLE’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER
BASE. NOTES: PERCENTAGES REFLECT SHARE OF TOTAL AUDIENCE REGARDLESS OF AGE, SO VALUES WILL NOT SUM TO 100%. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE
LOCATIONS ONLY. GOOGLE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER AND AGE DATA FOR USERS AGED 18 AND ABOVE, AND ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
YOUTUBE: ADVERTISING AUDIENCE PROFILE
JAN
2022

134
95.0%
94.0%
93.9%
93.8%
93.4%
92.2%
92.0%
92.0%
91.9%
91.6%
91.5%
91.4%
91.3%
90.8%
89.3%
88.6%
88.3%
88.1%
88.0%
87.3%
86.7%
86.1%
81.4%
80.2%
79.4%
78.1%
77.0%
74.9%
74.6%
73.9%
73.7%
72.9%
70.6%
68.4%
68.0%
66.6%
63.3%
63.1%
61.1%
55.0%
53.3%
53.3%
37.7%
37.0%
26.4%
23.2%
NETHERLANDS
SOUTH
KOREA
NEW
ZEALAND
SWEDEN
U.A.E.
U.K.
SWITZERLAND
DENMARK
CANADA
SPAIN
GERMANY
HONG
KONG
ISRAEL
SAUDI
ARABIA
AUSTRALIA
BELGIUM
FRANCE
IRELAND
SINGAPORE
TAIWAN
JAPAN
AUSTRIA
MALAYSIA
RUSSIA
U.S.A.
ARGENTINA
POLAND
ITALY
GREECE
ROMANIA
PORTUGAL
TURKEY
BRAZIL
VIETNAM
MEXICO
MOROCCO
THAILAND
COLOMBIA
PHILIPPINES
INDONESIA
SOUTH
AFRICA
EGYPT
WORLDWIDE
INDIA
NIGERIA
KENYA
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; WORLDWIDE FIGURE BASED ON AVAILABLE LOCATIONS ONLY. FIGURES COMPARE REACH OF YOUTUBE ADS AMONGST
AUDIENCES AGED 18 AND ABOVE TO TOTAL POPULATION AGED 18 AND ABOVE.
GLOBAL OVERVIEW
YOUTUBE’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
YOUTUBE ADVERTISING: REACH RATE AGE 18+
JAN
2022

135
39.9
29.6
27.1 26.4
23.7 23.3 22.8 22.2
20.8
18.5 17.1 17.1 16.1
13.9
11.9 11.3
SOUTH
KOREA
INDIA
RUSSIA
INDONESIA
WORLDWIDE
BRAZIL
MEXICO
U.S.A.
SINGAPORE
TURKEY
AUSTRALIA
CANADA
U.K.
ARGENTINA
FRANCE
GERMANY
NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE YOUTUBE MOBILE APP ON ANDROID PHONES THROUGHOUT 2021. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH YOUTUBE USER SPENDS USING THE YOUTUBE APP ON ANDROID PHONES
YOUTUBE: TIME SPENT USING MOBILE APP
JAN
2022

136
11 U.K. 57,600,000 92.2%
12 TURKEY 57,400,000 72.9%
13 PHILIPPINES 56,500,000 61.1%
14 FRANCE 52,600,000 88.3%
15 SOUTH KOREA 46,400,000 94.0%
16 EGYPT 46,300,000 53.3%
17 ITALY 43,200,000 74.9%
18 THAILAND 42,800,000 63.3%
19 SPAIN 40,700,000 91.6%
20 BANGLADESH 34,500,000 23.8%
01 INDIA 467,000,000 37.0%
02 U.S.A. 247,000,000 79.4%
03 INDONESIA 139,000,000 55.0%
04 BRAZIL 138,000,000 70.6%
05 RUSSIA 106,000,000 80.2%
06 JAPAN 102,000,000 86.7%
07 MEXICO 80,600,000 68.0%
08 GERMANY 72,600,000 91.5%
09 PAKISTAN 71,700,000 39.2%
10 VIETNAM 62,500,000 68.4%
# LOCATION
TOTAL
REACH
REACH 18+
vs. POP. 18+
# LOCATION
TOTAL
REACH
REACH 18+
vs. POP. 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON
AVAILABLE DATA. GOOGLE’S ADVERTISING RESOURCES ONLY PUBLISH DEMOGRAPHIC DATA FOR USERS AGED 18+. FIGURES IN THE “REACH 18+ vs. POP. 18+” COLUMN SHOW YOUTUBE’S ADVERTISING REACH
FOR AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+. COMPARABILITY: “TOTAL REACH” FIGURE INCLUDES USERS OF ALL AGES; “REACH 18+ vs. POP. 18+” ONLY INCLUDES USERS AGED 18+.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING
JAN
2022

137
11 NORWAY 91.8% 4,640,000
12 SPAIN 91.6% 40,700,000
13 GERMANY 91.5% 72,600,000
14 HONG KONG 91.4% 6,680,000
15 ISRAEL 91.3% 7,060,000
16 FINLAND 91.1% 4,730,000
17 SAUDI ARABIA 90.8% 29,300,000
18 OMAN 90.3% 4,390,000
19 KUWAIT 90.2% 3,620,000
20 AUSTRALIA 89.3% 21,300,000
01 NETHERLANDS 95.0% 15,600,000
02 SOUTH KOREA 94.0% 46,400,000
03 NEW ZEALAND 93.9% 4,190,000
04 SWEDEN 93.8% 8,730,000
05 U.A.E. 93.4% 9,060,000
06 QATAR 92.5% 2,650,000
07 U.K. 92.2% 57,600,000
08 SWITZERLAND 92.0% 7,540,000
09 DENMARK 92.0% 4,970,000
10 CANADA 91.9% 33,300,000
# LOCATION
REACH 18+
vs. POP. 18+
TOTAL
REACH
# LOCATION
REACH 18+
vs. POP. 18+
TOTAL
REACH
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
AVAILABLE DATA. GOOGLE’S ADVERTISING RESOURCES ONLY PUBLISH DEMOGRAPHIC DATA FOR USERS AGED 18+. FIGURES IN THE “REACH 18+ vs. POP. 18+” COLUMN SHOW YOUTUBE’S ADVERTISING REACH
FOR AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+. COMPARABILITY: “TOTAL REACH” FIGURE INCLUDES USERS OF ALL AGES; “REACH 18+ vs. POP. 18+” ONLY INCLUDES USERS AGED 18+.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE YOUTUBE ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
YOUTUBE AD REACH RATE RANKING
JAN
2022

138
01 SONG 100
02 SONGS 39
03 DJ 22
04 DANCE 16
05 NEW SONG 15
06 TIKTOK 15
07 KARAOKE 14
08 MINECRAFT 13
09 CARTOON 13
10 FREE FIRE 10
11 BTS 10
12 MUSICA 9
13 DJ SONG 7
14 HINDI SONG 7
15 ASMR 7
16 YOUTUBE 6
17 ROBLOX 6
18 ‫اغاني‬ 5
19 LIVE NEWS 4
20 PUNJABI SONG 4
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2021 AND 31 DECEMBER 2021. NOTE: GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT
THE “INDEX” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK
ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2021 AND 31 DECEMBER 2021
TOP YOUTUBE SEARCHES
JAN
2022

139
11 5-MINUTE CRAFTS 75,300,000 22,237,000,000
12 BLACKPINK 71,200,000 21,936,900,000
13 JUSTIN BIEBER 67,000,000 26,878,200,000
14 CANAL KONDZILLA 65,200,000 35,756,200,000
15 GOLDMINES 63,800,000 14,574,100,000
16 HYBE LABELS 63,500,000 20,904,800,000
17 BANGTANTV 62,800,000 14,582,600,000
18 SONY SAB 61,700,000 69,318,600,000
19 ZEE TV 60,700,000 14,826,700,000
20 DUDE PERFECT 57,000,000 13,827,000,000
01 T-SERIES 203,000,000 176,456,800,000
02 COCOMELON - NURSERY RHYMES 126,000,000 118,089,000,000
03 SET INDIA 123,000,000 107,949,200,000
04 PEWDIEPIE 111,000,000 28,091,400,000
05 MRBEAST 87,500,000 14,287,900,000
06 ✿ KIDS DIANA SHOW 87,400,000 66,552,700,000
07 LIKE NASTYA 85,500,000 68,365,400,000
08 WWE 84,700,000 65,170,500,000
09 ZEE MUSIC COMPANY 80,500,000 43,765,100,000
10 VLAD AND NIKI 76,900,000 57,771,000,000
# CHANNEL NAME SUBSCRIBERS CHANNEL VIEWS # CHANNEL NAME SUBSCRIBERS CHANNEL VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: SUBSCRIBER NUMBERS ROUNDED AT SOURCE. VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000.
COMPARABILITY: SUBSCRIBER AND VIEW COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
YOUTUBE CHANNELS WITH THE GREATEST NUMBER OF SUBSCRIBERS
MOST POPULAR YOUTUBE CHANNELS
JAN
2022

140
01 PINKFONG BABY SHARK - KIDS’ SONGS & STORIES – “BABY SHARK DANCE” 10,020,700,000 18 JUN 2016 33,000,000
02 LUIS FONSI FEATURING DADDY YANKEE – “DESPACITO” 7,704,400,000 13 JAN 2017 47,000,000
03 LOOLOO KIDS - NURSERY RHYMES AND CHILDREN’S SONGS – “JOHNY JOHNY YES PAPA” 6,104,700,000 08 OCT 2016 17,000,000
04 ED SHEERAN – “SHAPE OF YOU” 5,588,200,000 30 JAN 2017 28,000,000
05 WIZ KHALIFA FEATURING CHARLIE PUTH – “SEE YOU AGAIN “ 5,386,900,000 07 APR 2015 36,000,000
06 COCOMELON - NURSERY RHYMES – “BATH SONG” 4,868,900,000 02 MAY 2018 12,000,000
07 МИРОШКА ТВ – “LEARNING COLORS - COLORFUL EGGS ON A FARM” 4,548,400,000 27 FEB 2018 12,000,000
08 GET MOVIES – “MASHA AND THE BEAR - RECIPE FOR DISASTER (EPISODE 17)” 4,478,600,000 31 JAN 2012 7,700,000
09 MARK RONSON FEATURING BRUNO MARS – “UPTOWN FUNK” 4,428,500,000 19 NOV 2014 18,000,000
10 CHUCHU TV NURSERY RHYMES & KIDS SONGS – “PHONICS SONG WITH TWO WORDS” 4,412,900,000 07 MAR 2014 [HIDDEN]
# YOUTUBE CHANNEL – “VIDEO TITLE” VIEWS UPLOADED LIKES
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: VIEWS HAVE BEEN ROUNDED TO THE NEAREST 100,000. LIKES ARE ROUNDED AT SOURCE. COMPARABILITY: VIEW AND LIKE
COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
YOUTUBE VIDEOS WITH THE GREATEST NUMBER OF ALL-TIME VIEWS
MOST-VIEWED YOUTUBE VIDEOS
JAN
2022

142
29.9% 23.9% 49.3% 50.7%
1.48 18.7% +6.1% +21.0%
BILLION +85 MILLION +257 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
FEMALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
MALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
TOTAL POTENTIAL REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
IN INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
IN INSTAGRAM AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

143
3.9%
13.7%
15.1%
8.6%
4.5%
2.2%
1.2%
4.6%
16.4% 16.4%
7.5%
3.5%
1.4%
0.9%
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
BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
INSTAGRAM: ADVERTISING AUDIENCE PROFILE
JAN
2022

144
928 970
1,082
1,158
1,221
1,287
1,386 1,393
1,478
+4.5% +11.5% +7.1% +5.4% +5.4% +7.7% +0.5% +6.1%
2020 2020 2020 2020 2021 2021 2021 2021 2022
NOTE: FIGURE FOR JAN 2022 USES THE MIDPOINTS OF PUBLISHED RANGES; FIGURES FOR ALL OTHER DATES AS PUBLISHED IN META’S TOOLS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA
AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES FOR JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR PREVIOUS PERIODS, OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. IN
ADDITION TO CHANGES IN ACTIVE USER NUMBERS, FIGURES FOR QUARTER-ON-QUARTER CHANGE MAY BE IMPACTED BY REVISIONS TO BASE DATA.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM, IN MILLIONS OF USERS
INSTAGRAM ADVERTISING REACH
JAN
2022

145
76.5%
71.3%
68.2%
67.4%
63.4%
60.2%
59.6%
59.1%
59.1%
58.9%
58.0%
57.7%
57.0%
56.7%
55.4%
55.2%
54.8%
53.8%
53.8%
52.6%
51.6%
51.2%
51.0%
49.7%
48.7%
47.6%
47.3%
45.8%
44.9%
43.8%
40.9%
40.6%
39.8%
37.0%
32.6%
32.5%
32.1%
30.6%
23.9%
22.3%
21.8%
21.0%
14.8%
13.6%
10.1%
6.9%
6.7%
TURKEY
SWEDEN
ARGENTINA
BRAZIL
ISRAEL
U.A.E.
PORTUGAL
MALAYSIA
AUSTRALIA
NEW
ZEALAND
IRELAND
SINGAPORE
NETHERLANDS
U.S.A.
SPAIN
SAUDI
ARABIA
U.K.
DENMARK
HONG
KONG
CANADA
RUSSIA
BELGIUM
ITALY
TAIWAN
SWITZERLAND
FRANCE
GREECE
INDONESIA
SOUTH
KOREA
COLOMBIA
JAPAN
GERMANY
AUSTRIA
MEXICO
POLAND
ROMANIA
MOROCCO
THAILAND
WORLDWIDE
PHILIPPINES
EGYPT
INDIA
VIETNAM
SOUTH
AFRICA
GHANA
NIGERIA
KENYA
TOTAL ACTIVE USER BASE. NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES
SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL REACH OF INSTAGRAM ADS COMPARED WITH POPULATION AGED 13+
INSTAGRAM ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2022

146
20.2
16.6 16.0 15.6
13.0
11.2
9.9 9.8 9.4
8.5 8.5 8.3 7.9 7.7
6.7
5.8
TURKEY
ARGENTINA
INDONESIA
BRAZIL
INDIA
WORLDWIDE
SINGAPORE
RUSSIA
CANADA
FRANCE
GERMANY
AUSTRALIA
U.K.
U.S.A.
MEXICO
SOUTH
KOREA
NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE INSTAGRAM MOBILE APP ON ANDROID PHONES THROUGHOUT 2021. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH INSTAGRAM USER SPENDS USING THE INSTAGRAM APP ON ANDROID PHONES
INSTAGRAM: TIME SPENT USING MOBILE APP
JAN
2022

147
11 ITALY 27,500,000 51.0%
12 FRANCE 26,550,000 47.6%
13 ARGENTINA 24,700,000 68.2%
14 SPAIN 22,850,000 55.4%
15 SOUTH KOREA 20,650,000 44.9%
16 PHILIPPINES 18,650,000 22.3%
17 THAILAND 18,500,000 30.6%
18 COLOMBIA 18,300,000 43.8%
19 CANADA 17,400,000 52.6%
20 UKRAINE 16,100,000 43.0%
01 INDIA 230,250,000 21.0%
02 U.S.A. 159,750,000 56.7%
03 BRAZIL 119,450,000 67.4%
04 INDONESIA 99,150,000 45.8%
05 RUSSIA 63,000,000 51.6%
06 TURKEY 52,150,000 76.5%
07 JAPAN 46,100,000 40.9%
08 MEXICO 37,850,000 37.0%
09 U.K. 31,750,000 54.8%
10 GERMANY 29,850,000 40.6%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META
HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING
JAN
2022

148
11 PANAMA 70.3% 2,400,000
12 MONTENEGRO 69.9% 371,600
13 BARBADOS 69.2% 171,600
14 ARGENTINA 68.2% 24,700,000
15 BAHRAIN 67.5% 1,003,250
16 BRAZIL 67.4% 119,450,000
17 KUWAIT 67.0% 2,400,000
18 ANDORRA 63.6% 44,050
19 ISRAEL 63.4% 4,250,000
20 ARUBA 62.6% 57,450
01 BRUNEI 89.0% 319,900
02 KAZAKHSTAN 82.7% 11,750,000
03 TURKEY 76.5% 52,150,000
04 CYPRUS 75.7% 794,300
05 CAYMAN ISLANDS 75.5% 42,800
06 ICELAND 73.8% 213,200
07 GUAM 72.8% 99,050
08 CHILE 72.3% 11,650,000
09 SWEDEN 71.3% 6,150,000
10 URUGUAY 71.2% 2,050,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META
HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
INSTAGRAM ELIGIBLE AD REACH RATE RANKING
JAN
2022

149
1.94% 1.18% 1.50% 3.15%
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR CAROUSEL POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2021 AND 30 NOVEMBER 2021. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS
JAN
2022

150
1.07 72.6% 17.4% 51.1% 48.9%
BILLION
POTENTIAL AUDIENCE
THAT META REPORTS
CAN BE REACHED WITH
INSTAGRAM STORIES ADS
INSTAGRAM STORIES AD
OF INSTAGRAM’S TOTAL
ADVERTISING REACH
INSTAGRAM STORIES
POPULATION AGED 13+
PERCENTAGE OF THE
INSTAGRAM STORIES
AD AUDIENCE THAT
PERCENTAGE OF THE
INSTAGRAM STORIES
AD AUDIENCE THAT
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH INSTAGRAM STORIES ADS
INSTAGRAM STORIES AUDIENCE OVERVIEW
JAN
2022

151
675.3 45.7% 10.9% 46.1% 53.9%
MILLION
POTENTIAL AUDIENCE
BE REACHED WITH ADS
IN INSTAGRAM REELS
INSTAGRAM REELS AD
ADVERTISING REACH
INSTAGRAM REELS
POPULATION AGED 13+
PERCENTAGE OF THE
INSTAGRAM REELS
AD AUDIENCE THAT
PERCENTAGE OF THE
INSTAGRAM REELS
AD AUDIENCE THAT
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH AD PLACEMENTS IN INSTAGRAM REELS
INSTAGRAM REELS AUDIENCE OVERVIEW
JAN
2022

152
187.6 12.7% 3.0% 57.8% 42.2%
MILLION
POTENTIAL AUDIENCE
BE REACHED WITH ADS IN
THE INSTAGRAM SHOP TAB
INSTAGRAM SHOP AD
ADVERTISING REACH
INSTAGRAM SHOP
POPULATION AGED 13+
PERCENTAGE OF THE
INSTAGRAM SHOP
AD AUDIENCE THAT
PERCENTAGE OF THE
INSTAGRAM SHOP
AD AUDIENCE THAT
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH AD PLACEMENTS IN THE INSTAGRAM SHOP TAB
INSTAGRAM SHOP AUDIENCE OVERVIEW
JAN
2022

153
792.4 53.6% 12.8% 51.2% 48.8%
MILLION
POTENTIAL AUDIENCE
THAT META REPORTS CAN BE
REACHED WITH ADS IN THE
INSTAGRAM EXPLORE TAB
INSTAGRAM EXPLORE TAB AD
ADVERTISING REACH
INSTAGRAM EXPLORE TAB
POPULATION AGED 13+
PERCENTAGE OF THE
INSTAGRAM EXPLORE
TAB AD AUDIENCE THAT
PERCENTAGE OF THE
INSTAGRAM EXPLORE
TAB AD AUDIENCE THAT
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH AD PLACEMENTS IN THE INSTAGRAM EXPLORE TAB
INSTAGRAM EXPLORE TAB AUDIENCE OVERVIEW
JAN
2022

154
11 KENDALL JENNER @KENDALLJENNER 211,000,000
12 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 210,200,000
13 NATIONAL GEOGRAPHIC @NATGEO 201,100,000
14 TAYLOR SWIFT @TAYLORSWIFT 196,100,000
15 NIKE @NIKE 191,800,000
16 JENNIFER LOPEZ @JLO 190,300,000
17 VIRAT KOHLI @VIRAT.KOHLI 177,600,000
18 NICKI MINAJ @NICKIMINAJ 168,100,000
19 NEYMAR JR @NEYMARJR 168,000,000
20 KOURTNEY KARDASHIAN @KOURTNEYKARDASH 158,400,000
01 INSTAGRAM @INSTAGRAM 458,300,000
02 CRISTIANO RONALDO @CRISTIANO 387,500,000
03 KYLIE JENNER @KYLIEJENNER 298,100,000
04 LIONEL MESSI @LEOMESSI 298,000,000
05 ARIANA GRANDE @ARIANAGRANDE 288,100,000
06 DWAYNE JOHNSON @THEROCK 287,800,000
07 SELENA GOMEZ @SELENAGOMEZ 287,100,000
08 KIM KARDASHIAN WEST @KIMKARDASHIAN 276,800,000
09 BEYONCÉ @BEYONCE 230,200,000
10 JUSTIN BIEBER @JUSTINBIEBER 214,300,000
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR INSTAGRAM ACCOUNTS
JAN
2022

155
21 #BEAUTY 488,400,000
22 #FITNESS 481,700,000
23 #FOOD 471,900,000
24 #SELFIE 462,900,000
25 #ME 462,300,000
26 #INSTALIKE 458,900,000
27 #GIRL 443,400,000
28 #PHOTO 433,700,000
29 #FRIENDS 431,800,000
30 #FUN 429,600,000
11 #HAPPY 667,200,000
12 #CUTE 656,300,000
13 #TRAVEL 607,700,000
14 #STYLE 601,600,000
15 #FOLLOWME 590,300,000
16 #TBT 586,700,000
17 #INSTADAILY 577,000,000
18 #REPOST 554,700,000
19 #LIKE4LIKE 537,300,000
20 #SUMMER 522,200,000
01 #LOVE 2,147,500,000
02 #INSTAGOOD 1,479,800,000
03 #FASHION 1,040,600,000
04 #PHOTOOFTHEDAY 981,700,000
05 #ART 877,600,000
06 #PHOTOGRAPHY 852,600,000
07 #INSTAGRAM 808,900,000
08 #BEAUTIFUL 786,600,000
09 #NATURE 689,700,000
10 #PICOFTHEDAY 688,600,000
# HASHTAG POSTS # HASHTAG POSTS # HASHTAG POSTS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTES: POST COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. INSTAGRAM NO LONGER PUBLISHES POST COUNTS FOR
SOME POPULAR HASHTAGS, SO THESE TAGS ARE NOT INCLUDED IN THIS RANKING. COMPARABILITY: POST COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
HASHTAGS THAT HAVE BEEN USED IN THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL TIME)
MOST-USED INSTAGRAM HASHTAGS
JAN
2022

157
17.9% 15.9% 57.0% 43.0%
884.9 11.2% +7.3% [N/A]
MILLION +60 MILLION
90
TIKTOK AD REACH AGE 18+
vs. POPULATION AGE 18+
FEMALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
MALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
POTENTIAL REACH OF ADS
ON TIKTOK (AGE 18+ ONLY)
QUARTER-ON-QUARTER
CHANGE IN TIKTOK AD REACH
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S
ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES
ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

158
25.0%
17.6%
7.0%
3.5%
2.0%
17.9%
13.6%
5.8%
2.8%
1.4%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55+
YEARS OLD
SOURCE: BYTEDANCE’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER
BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES
ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. PERCENTAGES SHOWN HERE REPRESENT SHARE OF AUDIENCE AGED
18 AND ABOVE ONLY. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”, BUT VALUES DO NOT SUM TO TOTAL USERS, SO PERCENTAGES MAY NOT SUM TO 100%.
GLOBAL OVERVIEW
SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
TIKTOK: ADVERTISING AUDIENCE PROFILE
JAN
2022

159
87.9%
81.3%
63.6%
61.2%
55.6%
50.4%
50.3%
49.6%
49.4%
48.1%
47.6%
45.7%
43.2%
41.7%
41.0%
40.4%
38.9%
37.0%
36.2%
36.1%
36.0%
35.5%
35.4%
34.7%
34.4%
33.8%
33.0%
31.6%
31.3%
27.1%
26.1%
24.9%
24.4%
24.4%
23.9%
23.5%
23.1%
20.6%
16.1%
15.9%
14.2%
11.2%
SAUDI
ARABIA
U.A.E.
THAILAND
MALAYSIA
VIETNAM
MEXICO
U.S.A.
IRELAND
PHILIPPINES
RUSSIA
INDONESIA
BRAZIL
TURKEY
ISRAEL
ROMANIA
U.K.
NEW
ZEALAND
AUSTRALIA
SINGAPORE
CANADA
COLOMBIA
SWEDEN
SPAIN
ARGENTINA
NETHERLANDS
FRANCE
PORTUGAL
EGYPT
BELGIUM
GREECE
ITALY
POLAND
DENMARK
GERMANY
SWITZERLAND
AUSTRIA
MOROCCO
TAIWAN
SOUTH
AFRICA
WORLDWIDE
JAPAN
SOUTH
KOREA
SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES
FOR THE TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; WORLDWIDE FIGURE BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. PERCENTAGES SHOWN
HERE REPRESENT AD AUDIENCES AGED 18 AND ABOVE COMPARED WITH TOTAL POPULATION AGED 18 AND ABOVE.
GLOBAL OVERVIEW
TIKTOK’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
TIKTOK ADVERTISING: REACH RATE AGE 18+
JAN
2022

160
27.3
26.3 25.6
23.6 23.4 23.4 23.1 22.6
21.1 20.2 19.6 18.8
16.9 16.3
14.7
U.K.
RUSSIA
U.S.A.
GERMANY
AUSTRALIA
MEXICO
INDONESIA
CANADA
FRANCE
BRAZIL
WORLDWIDE
TURKEY
SOUTH
KOREA
SINGAPORE
ARGENTINA
SOURCE: APP ANNIE. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS, OR CONTACT APP ANNIE FOR DETAILS OF HOW TO ACCESS DATA FOR ADDITIONAL LOCATIONS. NOTES: FIGURES REPRESENT
AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE TIKTOK MOBILE APP ON ANDROID PHONES THROUGHOUT 2021. DOES NOT INCLUDE DATA FOR DOUYIN. WORLDWIDE FIGURE DOES
NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH TIKTOK USER SPENDS USING THE TIKTOK APP ON ANDROID PHONES
TIKTOK: TIME SPENT USING MOBILE APP
JAN
2022

161
11 U.K. 21,811,500 40.4%
12 EGYPT 20,279,000 31.6%
13 PAKISTAN 18,263,000 13.5%
14 FRANCE 17,483,000 33.8%
15 GERMANY 16,994,000 24.4%
16 JAPAN 15,193,500 14.2%
17 MALAYSIA 14,591,500 61.2%
18 SPAIN 13,726,000 35.4%
19 COLOMBIA 13,649,000 36.0%
20 ITALY 13,297,500 26.1%
01 U.S.A. 130,962,500 50.3%
02 INDONESIA 92,069,500 47.6%
03 BRAZIL 74,069,500 45.7%
04 RUSSIA 54,936,000 48.1%
05 MEXICO 46,021,500 50.4%
06 VIETNAM 39,914,000 55.6%
07 PHILIPPINES 35,957,000 49.4%
08 THAILAND 35,802,000 63.6%
09 TURKEY 26,563,500 43.2%
10 SAUDI ARABIA 22,374,000 87.9%
# LOCATION
REACH
AGE 18+
REACH 18+
vs. POP. 18+
# LOCATION
REACH
AGE 18+
REACH 18+
vs. POP. 18+
SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
AVAILABLE DATA. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO
TARGET ADS TO USERS AGED 13 AND ABOVE. FIGURES IN THE “REACH 18+ vs. POP. 18+” COLUMN SHOW TIKTOK’S ADVERTISING REACH FOR AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+
TIKTOK AD REACH RANKING
JAN
2022

162
11 PERU 51.2% 12,168,500
12 MEXICO 50.4% 46,021,500
13 U.S.A. 50.3% 130,962,500
14 BAHRAIN 50.2% 699,500
15 IRELAND 49.6% 1,879,500
16 PHILIPPINES 49.4% 35,957,000
17 RUSSIA 48.1% 54,936,000
18 INDONESIA 47.6% 92,069,500
19 BRAZIL 45.7% 74,069,500
20 TURKEY 43.2% 26,563,500
01 SAUDI ARABIA 87.9% 22,374,000
02 U.A.E. 81.3% 6,717,500
03 KUWAIT 75.4% 2,474,000
04 THAILAND 63.6% 35,802,000
05 QATAR 62.1% 1,539,000
06 MALAYSIA 61.2% 14,591,500
07 CAMBODIA 61.0% 6,680,500
08 CHILE 57.5% 8,548,500
09 KAZAKHSTAN 57.1% 7,262,500
10 VIETNAM 55.6% 39,914,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
AVAILABLE DATA. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO
TARGET ADS TO USERS AGED 13 AND ABOVE. FIGURES IN THE “REACH 18+ vs. POP. 18+” COLUMN SHOW TIKTOK’S ADVERTISING REACH FOR AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
TIKTOK AD REACH RATE RANKING
JAN
2022

163
11 SPENCER POLANCO KNIGHT @SPENCERX 55,000,000
12 LOREN GRAY @LORENGRAY 54,300,000
13 MICHAEL LE @JUSTMAIKO 51,400,000
14 JASON DERULO @JASONDERULO 51,100,000
15 DWAYNE JOHNSON @THEROCK 47,800,000
16 DOMINIK LIPA @DOMELIPA 47,000,000
17 BTS @BTS_OFFICIAL_BIGHIT 45,400,000
18 RIYAZ ALY @RIYAZ.14 44,500,000
19 YOUNES ZAROU @YOUNESZAROU 44,000,000
20 KRIS COLLINS @KALLMEKRIS 42,200,000
01 CHARLI D’AMELIO @CHARLIDAMELIO 132,800,000
02 KHABANE LAME @KHABY.LAME 125,200,000
03 BELLA POARCH @BELLAPOARCH 87,100,000
04 ADDISON RAE @ADDISONRE 86,000,000
05 ZACH KING @ZACHKING 66,600,000
06 WILL SMITH @WILLSMITH 64,500,000
07 TIKTOK @TIKTOK 59,500,000
08 KIMBERLY LOAIZA @KIMBERLY.LOAIZA 57,900,000
09 DIXIE D’AMELIO @DIXIEDAMELIO 56,600,000
10 BURAK ÖZDEMIR @CZNBURAK 55,300,000
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
TIKTOK ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TIKTOK ACCOUNTS
JAN
2022

164
21 #MAKEUP 208,600,000,000
22 #CUTE 205,700,000,000
23 #DOG 205,200,000,000
24 #GAMING 200,600,000,000
25 #CHALLENGE 174,900,000,000
26 #MUSIC 170,400,000,000
27 #MEXICO 161,900,000,000
28 #VIDEO 140,000,000,000
29 #STORYTIME 139,300,000,000
30 #CAT 136,600,000,000
11 #LIKE 370,800,000,000
12 #DANCE 355,200,000,000
13 #MEME 350,100,000,000
14 #FOOTBALL 304,500,000,000
15 #EXPLORE 245,500,000,000
16 #ART 239,600,000,000
17 #GREENSCREENVIDEO 237,700,000,000
18 #FOOD 234,300,000,000
19 #LEARNONTIKTOK 228,400,000,000
20 #PRANK 224,000,000,000
01 #FYP 18,571,100,000,000
02 #VIRAL 6,363,700,000,000
03 #TIKTOK 2,482,000,000,000
04 #DUET 2,418,200,000,000
05 #TRENDING 1,670,400,000,000
06 #FUNNY 1,511,600,000,000
07 #COMEDY 1,243,100,000,000
08 #HUMOR 684,400,000,000
09 #LOVE 611,500,000,000
10 #STITCH 570,100,000,000
# HASHTAG POST VIEWS # HASHTAG POST VIEWS # HASHTAG POST VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTES: POST VIEW COUNTS REPRESENT THE NUMBER OF VIEWS ON POSTS THAT INCLUDE THE RELEVANT HASHTAG. POST VIEW COUNTS
ROUNDED AT SOURCE. COMPARABILITY: POST COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
HASHTAGS THAT HAVE BEEN USED IN THE GREATEST NUMBER OF TIKTOK POSTS (ALL TIME)
MOST-USED TIKTOK HASHTAGS
JAN
2022

167
987.7 12.5% 16.0% 44.7% 55.3%
MILLION
POTENTIAL AUDIENCE
THAT META REPORTS
CAN BE REACHED WITH
ADS ON MESSENGER
MESSENGER’S POTENTIAL
ADVERTISING REACH
AS A PERCENTAGE OF
TOTAL POPULATION
MESSENGER’S POTENTIAL
ADVERTISING REACH
AS A PERCENTAGE OF
POPULATION AGED 13+
PERCENTAGE OF
ITS AD AUDIENCE
THAT MESSENGER
REPORTS IS FEMALE
PERCENTAGE OF
ITS AD AUDIENCE
THAT MESSENGER
REPORTS IS MALE
SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT OVERALL TOTALS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING
RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN
HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

168
2.4%
9.9%
13.3%
8.4%
5.3%
3.2%
1.9%
3.0%
13.7%
19.2%
9.9%
5.2%
2.7%
1.7%
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
SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT FIGURES SHOWN HERE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S
ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO
FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
JAN
2022

169
68.6%
66.2%
66.0%
62.8%
60.4%
59.1%
58.5%
55.6%
53.2%
53.0%
50.2%
49.6%
49.1%
48.9%
48.1%
47.1%
47.1%
46.2%
45.9%
42.5%
39.6%
38.8%
37.0%
32.5%
32.2%
32.1%
28.9%
27.5%
26.3%
24.7%
24.7%
22.4%
19.5%
16.0%
13.1%
11.4%
11.2%
9.7%
5.2%
5.1%
4.8%
3.1%
2.4%
2.4%
2.3%
2.0%
1.8%
VIETNAM
NEW
ZEALAND
PHILIPPINES
DENMARK
MEXICO
THAILAND
SWEDEN
U.A.E.
BELGIUM
PORTUGAL
TAIWAN
COLOMBIA
ROMANIA
GREECE
POLAND
U.K.
EGYPT
MALAYSIA
IRELAND
ISRAEL
ARGENTINA
SINGAPORE
BRAZIL
ITALY
NETHERLANDS
HONG
KONG
MOROCCO
SAUDI
ARABIA
SWITZERLAND
TURKEY
AUSTRIA
SPAIN
GERMANY
WORLDWIDE
INDONESIA
SOUTH
AFRICA
INDIA
SOUTH
KOREA
JAPAN
KENYA
GHANA
NIGERIA
U.S.A.*
RUSSIA
AUSTRALIA*
CANADA*
FRANCE*
TOTAL ACTIVE USER BASE. SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN COUNTRIES IDENTIFIED BY (*), WHICH MAY IMPACT REACH VALUES. NOTES: FIGURES USE MIDPOINT OF PUBLISHED
RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK MESSENGER ADS COMPARED WITH POPULATION AGED 13+
MESSENGER ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2022

170
11 COLOMBIA 20,750,000 49.6%
12 ITALY 17,500,000 32.5%
13 TURKEY 16,800,000 24.7%
14 IRAQ 16,150,000 57.5%
15 POLAND 15,800,000 48.1%
16 MYANMAR 14,400,000 33.2%
17= ARGENTINA 14,350,000 39.6%
17= GERMANY 14,350,000 19.5%
19 ALGERIA 14,250,000 43.6%
20 PERU 14,150,000 53.6%
01 INDIA 122,500,000 11.2%
02 BRAZIL 65,500,000 37.0%
03 MEXICO 61,800,000 60.4%
04 PHILIPPINES 55,150,000 66.0%
05 VIETNAM 54,000,000 68.6%
06 THAILAND 35,700,000 59.1%
07 EGYPT 34,600,000 47.1%
08 INDONESIA 28,400,000 13.1%
09 U.K. 27,300,000 47.1%
10 BANGLADESH 21,450,000 16.5%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
THE TOTAL ACTIVE USER BASE. SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT VALUES FOR THOSE COUNTRIES, AS WELL AS THEIR RESPECTIVE
RANKING. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS
SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
MESSENGER AD REACH RANKING
JAN
2022

171
11 GUAM 67.8% 92,300
12 CYPRUS 67.1% 703,300
13 FRENCH POLYNESIA 66.6% 154,200
14 SAMOA 66.4% 90,650
15 NEW ZEALAND 66.2% 2,700,000
16 PHILIPPINES 66.0% 55,150,000
17 LITHUANIA 65.2% 1,500,000
18 PALESTINE 65.1% 2,300,000
19 ARUBA 64.1% 58,750
20 NEW CALEDONIA 63.1% 149,200
01 MONGOLIA 90.9% 2,200,000
02 MALTA 79.8% 309,200
03 LIBYA 78.4% 4,200,000
04 ICELAND 77.3% 223,200
05 TONGA 75.9% 57,350
06 GREENLAND 75.7% 35,400
07 BHUTAN 70.6% 438,550
08 GEORGIA 70.3% 2,300,000
09 FIJI 69.7% 473,150
10 VIETNAM 68.6% 54,000,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
THE TOTAL ACTIVE USER BASE. SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT VALUES FOR THOSE COUNTRIES, AS WELL AS THEIR RESPECTIVE
RANKING. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS
SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK MESSENGER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
MESSENGER ELIGIBLE AD REACH RATE RANKING
JAN
2022

173
16.3% 14.6% 42.8% 57.2%
808.4 10.2% +2.3% +11.1%
MILLION +18 MILLION +81 MILLION
90
LINKEDIN AD REACH
LINKEDIN AD REACH
FEMALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
MALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
OF ADS ON LINKEDIN
LINKEDIN AD REACH
IN LINKEDIN AD REACH
YEAR-ON-YEAR CHANGE
IN LINKEDIN AD REACH
SOURCES: MICROSOFT’S LINKEDIN ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES
FOR THE TOTAL ACTIVE USER BASE OR REGISTERED MEMBER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN
DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTE: REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: THE FIGURES
PUBLISHED IN LINKEDIN’S ADVERTISING RESOURCES REFLECT TOTAL REGISTERED MEMBERS (NOT ACTIVE USERS), SO FIGURES SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH OTHER PLATFORMS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

174
9.2%
24.9%
7.3%
1.0%
11.2%
34.2%
10.4%
1.9%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: MICROSOFT’S LINKEDIN ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE
USER BASE. NOTE: MICROSOFT’S LINKEDIN ADVERTISING TOOLS ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: THE FIGURES PUBLISHED IN MICROSOFT’S LINKEDIN ADVERTISING
RESOURCES REFLECT TOTAL REGISTERED MEMBERS (NOT THE ACTIVE AUDIENCES PUBLISHED BY OTHER COMPANIES), SO THESE FIGURES ARE NOT DIRECTLY COMPARABLE WITH OTHER PLATFORMS.
GLOBAL OVERVIEW
SHARE OF LINKEDIN’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
LINKEDIN: ADVERTISING AUDIENCE PROFILE
JAN
2022

175
663 676 702
727 728 746 768 786 808
+2.0% +3.8% +3.5% +0.1% +2.5% +3.0% +2.4% +2.8%
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: MICROSOFT’S LINKEDIN ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE
USER BASE OR REGISTERED MEMBER BASE. COMPARABILITY: THE FIGURES PUBLISHED IN MICROSOFT’S LINKEDIN ADVERTISING RESOURCES REFLECT TOTAL REGISTERED MEMBERS (NOT THE ACTIVE AUDIENCES
PUBLISHED BY OTHER COMPANIES), SO THESE FIGURES ARE NOT DIRECTLY COMPARABLE WITH OTHER PLATFORMS. IN ADDITION TO CHANGES IN TOTAL REGISTERED MEMBERS, FIGURES FOR QUARTER-ON-
QUARTER CHANGE MAY BE IMPACTED BY REVISIONS TO BASE DATA.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON LINKEDIN, IN MILLIONS OF USERS
LINKEDIN ADVERTISING REACH
JAN
2022

176
69.5%
69.1%
69.0%
66.0%
65.1%
63.5%
62.9%
62.0%
61.3%
61.2%
53.4%
48.8%
46.7%
46.3%
44.4%
37.4%
36.1%
35.1%
32.1%
31.4%
28.8%
26.4%
26.4%
24.0%
23.7%
22.7%
21.9%
20.6%
19.5%
18.6%
18.6%
15.1%
14.9%
14.6%
13.5%
12.9%
10.3%
10.0%
9.8%
9.4%
8.6%
7.3%
6.3%
5.9%
5.9%
5.9%
5.2%
2.8%
NETHERLANDS
U.S.A.
U.A.E.
IRELAND
AUSTRALIA
SINGAPORE
U.K.
DENMARK
CANADA
NEW
ZEALAND
SWEDEN
SWITZERLAND
PORTUGAL
BELGIUM
FRANCE
HONG
KONG
SPAIN
ISRAEL
BRAZIL
ITALY
ARGENTINA
MALAYSIA
COLOMBIA
SAUDI
ARABIA
SOUTH
AFRICA
AUSTRIA
GREECE
ROMANIA
TURKEY
GERMANY
MEXICO
PHILIPPINES
POLAND
WORLDWIDE
MOROCCO
TAIWAN
INDONESIA
EGYPT
GHANA
KENYA
INDIA
SOUTH
KOREA
RUSSIA
THAILAND
NIGERIA
VIETNAM
CHINA
JAPAN
SOURCES: MICROSOFT’S LINKEDIN ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT
FIGURES FOR THE TOTAL ACTIVE USER BASE OR TOTAL REGISTERED MEMBERS. LINKEDIN REMAINS BLOCKED FOR MANY USERS IN RUSSIA, SO FIGURES SHOWN HERE MAY NOT BE REPRESENTATIVE OF ACTUAL
POTENTIAL REACH. COMPARABILITY: THE FIGURES PUBLISHED IN MICROSOFT’S LINKEDIN ADVERTISING RESOURCES REFLECT TOTAL REGISTERED MEMBERS (NOT THE ACTIVE AUDIENCES PUBLISHED BY OTHER
COMPANIES), SO FIGURES SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH FIGURES FOR OTHER PLATFORMS SHOWN ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
POTENTIAL REACH OF LINKEDIN ADS COMPARED WITH POPULATION AGED 18+
LINKEDIN ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2022

177
11 SPAIN 14,000,000 36.1%
12= AUSTRALIA 13,000,000 65.1%
12= GERMANY 13,000,000 18.6%
14 TURKEY 12,000,000 19.5%
15 PHILIPPINES 11,000,000 15.1%
16 COLOMBIA 10,000,000 26.4%
17 NETHERLANDS 9,700,000 69.5%
18 SOUTH AFRICA 9,500,000 23.7%
19 ARGENTINA 9,400,000 28.8%
20 PAKISTAN 7,600,000 5.6%
01 U.S.A. 180,000,000 69.1%
02 INDIA 83,000,000 8.6%
03 CHINA 60,000,000 5.2%
04 BRAZIL 52,000,000 32.1%
05 U.K. 34,000,000 62.9%
06 FRANCE 23,000,000 44.4%
07 INDONESIA 20,000,000 10.3%
08 CANADA 19,000,000 61.3%
09 MEXICO 17,000,000 18.6%
10 ITALY 16,000,000 31.4%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 18+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 18+
FIGURES FOR THE TOTAL ACTIVE USER BASE OR TOTAL REGISTERED MEMBERS. LINKEDIN REMAINS BLOCKED FOR MANY USERS IN RUSSIA, WHICH MAY IMPACT THE COUNTRY’S RANKING. NOTE: ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY: REACH FIGURES ARE BASED ON TOTAL REGISTERED LINKEDIN MEMBERS, SO ARE NOT COMPARABLE
WITH REACH FIGURES FOR OTHER PLATFORMS IN THIS REPORT.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING
JAN
2022

178
11 MALTA 65.4% 240,000
12 AUSTRALIA 65.1% 13,000,000
13 ARUBA 64.9% 55,000
14 SINGAPORE 63.5% 3,200,000
15 U.K. 62.9% 34,000,000
16 DENMARK 62.0% 2,900,000
17 CANADA 61.3% 19,000,000
18 NEW ZEALAND 61.2% 2,300,000
19 LUXEMBOURG 59.8% 310,000
20 GUAM 57.0% 70,000
01 BERMUDA 104.7%* 52,000
02 AMERICAN SAMOA 101.7%* 38,000
03 ICELAND 94.1% 250,000
04 CAYMAN IS. 90.7% 48,000
05 ANDORRA 82.9% 54,000
06 U.S. VIRGIN ISLANDS 75.8% 61,000
07 NETHERLANDS 69.5% 9,700,000
08 U.S.A. 69.1% 180,000,000
09 U.A.E. 69.0% 5,700,000
10 IRELAND 66.0% 2,500,000
# LOCATION
REACH vs.
POP. 18+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 18+
TOTAL
REACH
FIGURES FOR TOTAL ACTIVE USERS OR REGISTERED MEMBERS. LINKEDIN REMAINS BLOCKED FOR MANY USERS IN RUSSIA, WHICH MAY IMPACT THE COUNTRY’S RANKING. *NOTES: VALUES FOR “REACH vs. POP.
18+” SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE. COMPARABILITY: REACH FIGURES ARE BASED ON TOTAL REGISTERED LINKEDIN MEMBERS, SO ARE NOT COMPARABLE WITH REACH FIGURES FOR OTHER PLATFORMS IN THIS REPORT.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE LINKEDIN ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
LINKEDIN ELIGIBLE AD REACH RATE RANKING
JAN
2022

179
11 NESTLÉ 12,940,000
12 THE ECONOMIST 12,890,000
13 BUSINESS INSIDER 11,150,000
14 TESLA 9,310,000
15 THE WALL STREET JOURNAL 9,210,000
16 DELOITTE 9,140,000
17 TATA CONSULTANCY SERVICES 8,280,000
18 NETFLIX 8,050,000
19 ACCENTURE 8,020,000
20 BBC NEWS 7,990,000
01 GOOGLE 23,380,000
02 AMAZON 23,330,000
03 TED CONFERENCES 22,290,000
04 LINKEDIN 20,450,000
05 FORBES 17,390,000
06 UNILEVER 16,690,000
07 MICROSOFT 15,970,000
08 APPLE 15,380,000
09 IBM 13,300,000
10 HARVARD BUSINESS REVIEW 13,230,000
# ORGANISATION FOLLOWERS # ORGANISATION FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON LINKEDIN. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
LINKEDIN COMPANY ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST-FOLLOWED ORGANISATIONS ON LINKEDIN
JAN
2022

180
11 DEEPAK CHOPRA 5,800,000
12 DANIEL GOLEMAN 5,670,000
13 JUSTIN TRUDEAU 5,220,000
14 GARY VAYNERCHUK 4,920,000
15 ADAM GRANT 4,180,000
16 IAN BREMMER 3,760,000
17 NARENDRA MODI 3,670,000
18 ANTHONY J JAMES 3,600,000
19 JAMES CAAN 3,370,000
20 KEVIN O’LEARY 3,280,000
01 BILL GATES 35,040,000
02 RICHARD BRANSON 19,640,000
03 JEFF WEINER 10,700,000
04 ARIANNA HUFFINGTON 10,050,000
05 SATYA NADELLA 9,580,000
06 MARK CUBAN 7,310,000
07 JACK WELCH 7,180,000
08 TONY ROBBINS 7,040,000
09 MELINDA FRENCH GATES 7,000,000
10 SIMON SINEK 5,810,000
# ACCOUNT HOLDER FOLLOWERS # ACCOUNT HOLDER FOLLOWERS
GLOBAL OVERVIEW
LINKEDIN PERSONAL ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST-FOLLOWED PEOPLE ON LINKEDIN
JAN
2022

181
11 #CAREERS 22,500,000
12 #MARKETS 22,200,000
13 #STARTUPS 21,200,000
14 #MARKETING 20,300,000
15 #SOCIALMEDIA 19,700,000
16 #VENTURECAPITAL 19,300,000
17 #SOCIALNETWORKING 19,000,000
18 #LEANSTARTUPS 19,000,000
19 #ECONOMY 18,700,000
20 #ECONOMICS 18,000,000
01 #INDIA 67,600,000
02 #INNOVATION 38,800,000
03 #MANAGEMENT 36,000,000
04 #HUMANRESOURCES 33,200,000
05 #DIGITALMARKETING 27,400,000
06 #TECHNOLOGY 26,400,000
07 #CREATIVITY 25,200,000
08 #FUTURE 24,600,000
09 #FUTURISM 23,500,000
10 #ENTREPRENEURSHIP 22,700,000
21 #BRANDING 18,000,000
22 #PROFESSIONALWOMEN 17,900,000
23 #ADVERTISINGANDMARKETING 17,200,000
24 #GENDER 16,700,000
25 #WOMENINSCIENCE 16,600,000
26 #FEMINISM 16,300,000
27 #MOTIVATION 15,800,000
28 #PERSONALDEVELOPMENT 14,700,000
29 #INVESTING 14,400,000
30 #JOBINTERVIEWS 14,300,000
# HASHTAG FOLLOWERS # HASHTAG FOLLOWERS # HASHTAG FOLLOWERS
GLOBAL OVERVIEW
HASHTAGS WITH THE GREATEST NUMBER OF FOLLOWERS ON LINKEDIN
MOST-FOLLOWED HASHTAGS ON LINKEDIN
JAN
2022

183
153
178 186
210
249
306
+16.3% +4.5% +12.9% +18.6% +22.9%
Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020 Q3 2021
SOURCE: SNAPCHAT COMPANY ANNOUNCEMENTS. COMPARABILITY: SNAP’S EARNINGS ANNOUNCEMENTS REPORT DAILY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING RESOURCES REPORT
FIGURES THAT ARE BASED ON MONTHLY ACTIVE USERS.
GLOBAL OVERVIEW
AVERAGE DAILY ACTIVE SNAPCHAT USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
SNAPCHAT DAILY ACTIVE USERS
JAN
2022

184
11.3% 9.0% 53.8% 45.4%
557.1 7.0% +3.5% +11.8%
MILLION +19 MILLION +59 MILLION
90
SNAPCHAT AD REACH
SNAPCHAT AD REACH
FEMALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH
MALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH
OF ADS ON SNAPCHAT
SNAPCHAT AD REACH
IN SNAPCHAT AD REACH
YEAR-ON-YEAR CHANGE
IN SNAPCHAT AD REACH
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY, USING MIDPOINT OF PUBLISHED RANGES.
GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS, BUT GENDER AUDIENCE VALUES DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO GENDER PERCENTAGES MAY NOT SUM TO 100%.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

185
11.8%
19.5%
11.6%
8.5%
2.5%
9.3%
19.5%
10.4%
4.9%
1.2%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
SOURCE: SNAP’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. SNAP’S ADVERTISING RESOURCES ONLY PUBLISH
AUDIENCE DATA FOR “FEMALE” AND “MALE”, BUT PUBLISHED VALUES FOR THESE DEMOGRAPHICS DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO PERCENTAGES SHOWN HERE MAY NOT SUM TO 100%.
GLOBAL OVERVIEW
SHARE OF SNAPCHAT’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
SNAPCHAT: ADVERTISING AUDIENCE PROFILE
JAN
2022

186
382
398 397
433
498
528 514
538
557
+4.2% -0.2% +9.1% +15.0% +6.0% -2.7% +4.7% +3.5%
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: SNAP’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: IN ADDITION TO CHANGES
IN ACTIVE USER NUMBERS, FIGURES FOR QUARTER-ON-QUARTER CHANGE MAY BE IMPACTED BY REVISIONS TO BASE DATA.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON SNAPCHAT, IN MILLIONS OF USERS
SNAPCHAT ADVERTISING REACH
JAN
2022

187
72.2%
50.8%
47.1%
46.3%
43.4%
40.9%
38.0%
37.2%
35.6%
34.3%
33.7%
33.6%
31.2%
27.0%
23.4%
21.6%
20.8%
19.0%
18.9%
18.8%
18.5%
16.6%
16.0%
14.9%
14.9%
13.7%
12.7%
11.5%
11.0%
9.3%
9.0%
8.7%
7.2%
6.2%
5.9%
5.7%
5.1%
4.8%
4.7%
4.7%
1.5%
0.7%
0.5%
SAUDI
ARABIA
DENMARK
IRELAND
SWEDEN
FRANCE
NETHERLANDS
U.S.A.
U.A.E.
U.K.
NEW
ZEALAND
BELGIUM
AUSTRALIA
CANADA
SWITZERLAND
AUSTRIA
ISRAEL
GERMANY
MOROCCO
TURKEY
SINGAPORE
EGYPT
MEXICO
ROMANIA
COLOMBIA
POLAND
SOUTH
AFRICA
PHILIPPINES
INDIA
PORTUGAL
GREECE
WORLDWIDE
SPAIN
NIGERIA
ARGENTINA
ITALY
RUSSIA
MALAYSIA
HONG
KONG
KENYA
BRAZIL
INDONESIA
JAPAN
THAILAND
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; WORLDWIDE FIGURE BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
POTENTIAL REACH OF SNAPCHAT ADS COMPARED WITH POPULATION AGED 13+
SNAPCHAT ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2022

188
11 TURKEY 12,900,000 18.9%
12 PHILIPPINES 10,600,000 12.7%
13 CANADA 10,300,000 31.2%
14 NIGERIA 9,500,000 7.2%
15 BRAZIL 8,250,000 4.7%
16 AUSTRALIA 7,250,000 33.6%
17 RUSSIA 6,950,000 5.7%
18= ALGERIA 6,250,000 19.1%
18= COLOMBIA 6,250,000 14.9%
18= SOUTH AFRICA 6,250,000 13.7%
01 INDIA 126,000,000 11.5%
02 U.S.A. 107,050,000 38.0%
03 FRANCE 24,200,000 43.4%
04 U.K. 20,650,000 35.6%
05 SAUDI ARABIA 20,200,000 72.2%
06 PAKISTAN 18,800,000 11.9%
07 MEXICO 16,950,000 16.6%
08 GERMANY 15,300,000 20.8%
09 IRAQ 13,800,000 49.2%
10 EGYPT 13,600,000 18.5%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE LOCATIONS ONLY. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT
LEAST 50,000 PEOPLE. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
JAN
2022

189
11 JORDAN 41.3% 3,100,000
12 NETHERLANDS 40.9% 6,100,000
13 PALESTINE 38.2% 1,350,000
14 U.S.A. 38.0% 107,050,000
15 U.A.E. 37.2% 3,250,000
16 OMAN 36.9% 1,550,000
17 U.K. 35.6% 20,650,000
18 NEW ZEALAND 34.3% 1,400,000
19 BELGIUM 33.7% 3,350,000
20 AUSTRALIA 33.6% 7,250,000
01 LUXEMBOURG 80.2% 442,500
02 SAUDI ARABIA 72.2% 20,200,000
03 NORWAY 70.4% 3,300,000
04 BAHRAIN 57.5% 855,000
05 KUWAIT 54.4% 1,950,000
06 DENMARK 50.8% 2,550,000
07 IRAQ 49.2% 13,800,000
08 IRELAND 47.1% 1,950,000
09 SWEDEN 46.3% 4,000,000
10 FRANCE 43.4% 24,200,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE LOCATIONS ONLY. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT
LEAST 50,000 PEOPLE. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE SNAPCHAT ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
SNAPCHAT ELIGIBLE AD REACH RATE RANKING
JAN
2022

191
124 126
134 139 145 152
166
186 187 192
199
206 211
+1.6% +6.3% +3.7% +4.3% +4.8% +9.2% +12% +0.5% +2.7% +3.6% +3.5% +2.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2018 2018 2019 2019 2019 2019 2020 2020 2020 2020 2021 2021 2021
SOURCE: TWITTER COMPANY ANNOUNCEMENTS. COMPARABILITY: TWITTER’S EARNINGS ANNOUNCEMENTS REPORT MONETISABLE DAILY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING
RESOURCES REPORT FIGURES THAT ARE BASED ON MONTHLY ACTIVE USERS.
GLOBAL OVERVIEW
MONETISABLE DAILY ACTIVE TWITTER USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
TWITTER MONETISABLE DAILY ACTIVE USERS
JAN
2022

192
8.8% 7.1% 43.6% 56.4%
436.4 5.5% -0.01% [N/A]
MILLION -53 THOUSAND
90
TWITTER AD REACH
TWITTER AD REACH
FEMALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
MALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
OF ADS ON TWITTER
TWITTER AD REACH
IN TWITTER AD REACH
YEAR-ON-YEAR CHANGE
IN TWITTER AD REACH
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
TWITTER SIGNIFICANTLY REVISED ITS APPROACH TO AUDIENCE REPORTING IN Q3 2021, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER
TWITTER: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

193
340
386
326
353 353
396 397
436 436
SIGNIFICANT
BASE
DATA
REVISIONS
+13.7% -15.7% +8.4% +0.1% +12.1% +0.2% N/A -0.01%
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: TWITTER’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: TWITTER MADE SIGNIFICANT CHANGES TO ITS APPROACH TO AUDIENCE REPORTING IN Q3 2021, SO FIGURES FOR OCT 2021
AND JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR PREVIOUS PERIODS, OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, FIGURES FOR
QUARTER-ON-QUARTER CHANGE MAY BE IMPACTED BY REVISIONS TO BASE DATA.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON TWITTER, IN MILLIONS OF USERS
TWITTER ADVERTISING REACH
JAN
2022

194
53.9%
52.3%
50.4%
32.6%
31.8%
31.4%
28.2%
28.1%
27.3%
23.9%
23.6%
21.2%
19.0%
17.9%
17.1%
16.7%
16.3%
15.6%
15.6%
15.5%
13.7%
13.6%
13.6%
13.6%
12.9%
12.7%
12.6%
10.8%
10.5%
10.3%
10.2%
9.8%
8.9%
8.5%
7.7%
7.1%
7.0%
7.0%
6.3%
6.2%
4.3%
4.2%
3.6%
3.6%
2.4%
2.2%
0.2%
SINGAPORE
JAPAN
SAUDI
ARABIA
IRELAND
U.K.
HONG
KONG
NETHERLANDS
U.A.E.
U.S.A.
CANADA
TURKEY
SPAIN
THAILAND
FRANCE
AUSTRALIA
MALAYSIA
ARGENTINA
SOUTH
KOREA
SWEDEN
PORTUGAL
DENMARK
MEXICO
BELGIUM
NEW
ZEALAND
SWITZERLAND
TAIWAN
PHILIPPINES
BRAZIL
GERMANY
COLOMBIA
ISRAEL
MOROCCO
AUSTRIA
INDONESIA
GREECE
WORLDWIDE
EGYPT
ITALY
SOUTH
AFRICA
POLAND
ROMANIA
GHANA
VIETNAM
KENYA
RUSSIA
INDIA
NIGERIA
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. NOTE: FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
POTENTIAL REACH OF TWITTER ADS COMPARED WITH POPULATION AGED 13+
TWITTER ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2022

195
11 PHILIPPINES 10,500,000 12.6%
12 FRANCE 10,000,000 17.9%
13 SPAIN 8,750,000 21.2%
14 CANADA 7,900,000 23.9%
15 GERMANY 7,750,000 10.5%
16 SOUTH KOREA 7,200,000 15.6%
17 ARGENTINA 5,900,000 16.3%
18 EGYPT 5,150,000 7.0%
19 MALAYSIA 4,400,000 16.7%
20 COLOMBIA 4,300,000 10.3%
01 U.S.A. 76,900,000 27.3%
02 JAPAN 58,950,000 52.3%
03 INDIA 23,600,000 2.2%
04 BRAZIL 19,050,000 10.8%
05 INDONESIA 18,450,000 8.5%
06 U.K. 18,400,000 31.8%
07 TURKEY 16,100,000 23.6%
08 SAUDI ARABIA 14,100,000 50.4%
09 MEXICO 13,900,000 13.6%
10 THAILAND 11,450,000 19.0%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
TWITTER AD REACH RANKING
JAN
2022

196
11 ICELAND 32.7% 94,400
12 IRELAND 32.6% 1,350,000
13 PUERTO RICO 32.1% 808,200
14 ISLE OF MAN 32.0% 23,550
15 U.K. 31.8% 18,400,000
16 HONG KONG 31.4% 2,100,000
17 NETHERLANDS 28.2% 4,200,000
18 U.A.E. 28.1% 2,450,000
19 U.S.A. 27.3% 76,900,000
20 JERSEY 26.7% 24,550
01 ANDORRA 64.1% 44,350
02 LUXEMBOURG 57.5% 317,300
03 SINGAPORE 53.9% 2,850,000
04 JAPAN 52.3% 58,950,000
05 SAUDI ARABIA 50.4% 14,100,000
06 GUERNSEY 41.0% 22,750
07 KUWAIT 40.5% 1,450,000
08 ARUBA 35.0% 32,100
09 BAHRAIN 34.2% 508,750
10 ANTIGUA & BARBUDA 33.1% 26,600
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TWITTER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
TWITTER ELIGIBLE AD REACH RATE RANKING
JAN
2022

197
01 BARACK OBAMA @BARACKOBAMA 130,500,000
02 JUSTIN BIEBER @JUSTINBIEBER 114,300,000
03 KATY PERRY @KATYPERRY 108,800,000
04 RIHANNA @RIHANNA 104,000,000
05 CRISTIANO RONALDO @CRISTIANO 96,500,000
06 TAYLOR SWIFT @TAYLORSWIFT13 89,900,000
07 LADY GAGA @LADYGAGA 84,100,000
08 ELLEN DEGENERES @THEELLENSHOW 77,700,000
09 NARENDRA MODI @NARENDRAMODI 74,200,000
10 YOUTUBE @YOUTUBE 73,900,000
11 KIM KARDASHIAN WEST @KIMKARDASHIAN 70,900,000
12 ELON MUSK @ELONMUSK 69,200,000
13 SELENA GOMEZ @SELENAGOMEZ 65,500,000
14 JUSTIN TIMBERLAKE @JTIMBERLAKE 63,300,000
15 CNN BREAKING NEWS @CNNBRK 61,800,000
16 TWITTER @TWITTER 60,600,000
17 BILL GATES @BILLGATES 56,700,000
18 CNN @CNN 55,800,000
19 BRITNEY SPEARS @BRITNEYSPEARS 55,800,000
20 NEYMAR JR. @NEYMARJR 55,600,000
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TWITTER. NOTES: THE ACCOUNTS OF @REALDONALDTRUMP AND @ARIANAGRANDE WERE UNAVAILABLE AT THE TIME OF REPORT PRODUCTION,
SO HAVE NOT BEEN INCLUDED IN THIS RANKING. HOWEVER, BASED ON PREVIOUS FOLLOWER COUNTS FOR BOTH ACCOUNTS, THEY MAY OTHERWISE HAVE FEATURED IN THIS RANKING. FOLLOWER COUNTS
HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TWITTER ACCOUNTS
JAN
2022

199
251 265
291 300
322 335
367
416
442
459
478
454 444
+5.6% +9.8% +3.1% +7.3% +4.0% +9.6% +13.4% +6.3% +3.8% +4.1% -5.0% -2.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2018 2018 2019 2019 2019 2019 2020 2020 2020 2020 2021 2021 2021
SOURCE: PINTEREST COMPANY ANNOUNCEMENTS. COMPARABILITY: PINTEREST’S EARNINGS ANNOUNCEMENTS REPORT TOTAL MONTHLY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING
RESOURCES ONLY PUBLISH DATA FOR A SELECTION OF COUNTRIES AND TERRITORIES.
GLOBAL OVERVIEW
PINTEREST MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
PINTEREST MONTHLY ACTIVE USERS
JAN
2022

200
4.6% 3.7% 76.7% 15.3%
225.7 2.9% -3.2% +12.4%
MILLION -7.3 MILLION +25 MILLION
90
PINTEREST AD REACH
PINTEREST AD REACH
FEMALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
MALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
OF ADS ON PINTEREST
PINTEREST AD REACH
IN PINTEREST AD REACH
YEAR-ON-YEAR CHANGE
IN PINTEREST AD REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY, USING MIDPOINT OF PUBLISHED RANGES.
PINTEREST’S TOOLS ALSO PUBLISH DATA FOR USER OF “UNSPECIFIED” GENDER, SO VALUES FOR “FEMALE” AND “MALE” REACH SHOWN HERE MAY NOT SUM TO 100%.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
JAN
2022

201
16.4%
29.1%
13.0%
7.0% 7.5%
2.9%
2.6%
6.4%
2.6% 1.7% 1.6% 0.8%
1.0%
3.9%
1.5%
0.5% 1.0% 0.3%
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 N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A
SOURCE: PINTEREST’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: “N/A” VALUES REFLECT DATA FOR USERS OF “UNSPECIFIED” GENDER, AS PUBLISHED IN PINTEREST’S ADVERTISING RESOURCES. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON
AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
SHARE OF PINTEREST’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
PINTEREST: ADVERTISING AUDIENCE PROFILE
JAN
2022

202
169 170
179
189
201
219 223
233
226
+0.8% +5.0% +5.8% +6.2% +9.0% +2.0% +4.4% -3.2%
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: PINTEREST’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. IN ADDITION TO CHANGES IN ACTIVE USER
NUMBERS, FIGURES FOR QUARTER-ON-QUARTER CHANGE MAY BE IMPACTED BY REVISIONS TO BASE DATA AND CHANGES IN LOCATION COVERAGE.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON PINTEREST, IN MILLIONS OF USERS
PINTEREST ADVERTISING REACH
JAN
2022

203
11 POLAND 4,225,000 12.9%
12 AUSTRALIA 4,095,000 19.0%
13 BELGIUM 2,695,000 27.1%
14 PORTUGAL 2,033,000 22.4%
15 ROMANIA 1,770,000 10.7%
16 SWEDEN 1,705,000 19.8%
17 GREECE 1,689,500 18.4%
18 AUSTRIA 1,674,000 21.2%
19 SWITZERLAND 1,584,000 20.9%
20 HUNGARY 1,481,500 17.6%
01 U.S.A. 86,350,000 30.6%
02 BRAZIL 27,000,000 15.2%
03 MEXICO 17,860,000 17.4%
04 GERMANY 15,115,000 20.5%
05 FRANCE 11,000,000 19.7%
06 CANADA 9,265,000 28.0%
07 U.K. 8,760,000 15.1%
08 ITALY 8,555,000 15.9%
09 SPAIN 7,040,000 17.1%
10 NETHERLANDS 4,360,000 29.2%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE LOCATIONS ONLY. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS
OF AT LEAST 50,000 PEOPLE. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
PINTEREST AD REACH RANKING
JAN
2022

204
11 AUSTRIA 21.2% 1,674,000
12 SWITZERLAND 20.9% 1,584,000
13 GERMANY 20.5% 15,115,000
14 SWEDEN 19.8% 1,705,000
15 FRANCE 19.7% 11,000,000
16 AUSTRALIA 19.0% 4,095,000
17 NEW ZEALAND 18.6% 758,000
18 GREECE 18.4% 1,689,500
19 FINLAND 18.3% 883,500
20 IRELAND 17.8% 737,500
01 U.S.A. 30.6% 86,350,000
02 NETHERLANDS 29.2% 4,360,000
03 CANADA 28.0% 9,265,000
04 BELGIUM 27.1% 2,695,000
05 GUAM 26.8% 36,500
06 LUXEMBOURG 25.4% 140,000
07 MALTA 23.5% 91,000
08 PORTUGAL 22.4% 2,033,000
09 DENMARK 21.9% 1,097,000
10 PUERTO RICO 21.3% 535,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE LOCATIONS ONLY. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS
OF AT LEAST 50,000 PEOPLE. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE PINTEREST ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
PINTEREST ELIGIBLE AD REACH RATE RANKING
JAN
2022

206
2 25.3% 32.4% 45.8% 54.2%
BILLION
GLOBAL
MONTHLY ACTIVE
WHATSAPP USERS
MONTHLY ACTIVE
WHATSAPP USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
WHATSAPP USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2021), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WHATSAPP USE
WHATSAPP OVERVIEW
JAN
2022

207
31.4
29.2 28.8
20.0 19.8
18.6
17.0
13.0
11.4
10.3
8.8 7.9 7.6
5.8 5.4
INDONESIA
BRAZIL
ARGENTINA
MEXICO
INDIA
WORLDWIDE
SINGAPORE
TURKEY
GERMANY
RUSSIA
U.K.
CANADA
U.S.A.
AUSTRALIA
FRANCE
NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE WHATSAPP MOBILE APP ON ANDROID PHONES THROUGHOUT 2021. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH WHATSAPP USER SPENDS USING THE WHATSAPP APP ON ANDROID PHONES
WHATSAPP: TIME SPENT USING MOBILE APP
JAN
2022

208
1.26 16.0% 20.4% 47.1% 52.9%
BILLION
COMBINED GLOBAL
MONTHLY ACTIVE USERS
OF WECHAT AND WEIXIN
MONTHLY ACTIVE WECHAT
AND WEIXIN USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE WECHAT
AND WEIXIN USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: TENCENT EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q3 2021), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WECHAT USE
WECHAT OVERVIEW
JAN
2022

209
573.7 7.2% 9.3% 47.7% 52.3%
MILLION
GLOBAL MONTHLY ACTIVE
QQ USERS ACCESSING
VIA SMART DEVICES
MONTHLY ACTIVE SMART
DEVICE QQ USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE SMART
DEVICE QQ USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: TENCENT EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q3 2021), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QQ USE
QQ OVERVIEW
JAN
2022

210
573 7.2% 9.5% 50.5% 49.5%
MILLION
MONTHLY
ACTIVE SINA
WEIBO USERS
MONTHLY ACTIVE
SINA WEIBO USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
SINA WEIBO USERS vs.
POPULATION AGED 14+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: SINA CORP EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q3 2021), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR SINA WEIBO USE
SINA WEIBO OVERVIEW
JAN
2022

211
572.9 7.2% 49.0% 51.0%
MILLION
MONTHLY ACTIVE
KUAISHOU USERS
MONTHLY ACTIVE
KUAISHOU USERS vs.
TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2021), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR KUAISHOU USE
KUAISHOU OVERVIEW
JAN
2022

212
550 6.9% 9.5% 42.0% 58.0%
MILLION
GLOBAL
MONTHLY ACTIVE
TELEGRAM USERS
MONTHLY ACTIVE
TELEGRAM USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
TELEGRAM USERS vs.
POPULATION AGED 16+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR TELEGRAM USE
TELEGRAM OVERVIEW
JAN
2022

213
50 0.6% 0.8% 36.2% 63.8%
MILLION
DAILY ACTIVE
REDDIT USERS
DAILY ACTIVE
REDDIT USERS vs.
TOTAL POPULATION
DAILY ACTIVE
REDDIT USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR REDDIT USE
REDDIT OVERVIEW
JAN
2022

214
300 3.8% 4.9% 42.8% 57.2%
MILLION
MONTHLY ACTIVE
QUORA USERS
MONTHLY ACTIVE
QUORA USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
QUORA USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2021), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY:
QUORA HAS NOT PUBLISHED ANY UPDATES TO ITS MONTHLY ACTIVE USER FIGURE IN THE PAST 12 MONTHS, SO FIGURES SHOWN HERE MAY BE LESS REPRESENTATIVE OF CURRENT AUDIENCES COMPARED
WITH FIGURES FOR OTHER PLATFORMS FEATURED IN THIS REPORT.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QUORA USE
QUORA OVERVIEW
JAN
2022

216
5.31 67.1% +1.8% 8.28 +2.9%
BILLION +95 MILLION BILLION +233 MILLION
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
UNIQUE MOBILE
USERS AS A PERCENTAGE
OF TOTAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
CELLULAR MOBILE
CONNECTIONS
(EXCLUDING IOT)
ANNUAL CHANGE IN THE
NUMBER OF CELLULAR
CONNECTIONS (EX. IOT)
SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED
FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS
REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS.
GLOBAL OVERVIEW
ADOPTION AND USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS
MOBILE CONNECTIVITY
JAN
2022

217
4,700 4,860 4,996 5,126 5,216 5,311
+3.4% +2.8% +2.6% +1.8% +1.8%
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021
SOURCE: GSMA INTELLIGENCE. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF UNIQUE INDIVIDUALS (IN MILLIONS) USING MOBILE PHONES (ANY KIND OF HANDSET)
UNIQUE MOBILE USERS OVER TIME
JAN
2022

218
GSMA INTELLIGENCE DATA ERICSSON DATA
6.05 8.14
BILLION BILLION
5.31 8.28
BILLION BILLION
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
SOURCES: GSMA INTELLIGENCE; ERICSSON MOBILITY VISUALIZER. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR
CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS.
GLOBAL OVERVIEW
PERSPECTIVES ON THE ADOPTION AND USE OF MOBILE TECHNOLOGIES
MOBILE SUBSCRIBERS vs. CELLULAR CONNECTIONS
JAN
2022

219
7,418
7,671 7,721 7,932 8,042 8,275
+3.4% +0.7% +2.7% +1.4% +2.9%
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF CELLULAR MOBILE CONNECTIONS (IN MILLIONS)
CELLULAR MOBILE CONNECTIONS OVER TIME
JAN
2022

220
76.9% 19.5% 3.6%
6.26 BILLION DEVICES 1.59 BILLION DEVICES 297 MILLION DEVICES
SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
ASSOCIATED WITH
FEATURE PHONES
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
EACH DEVICE TYPE’S SHARE OF CELLULAR CONNECTIONS (EXCLUDING IOT)
CONNECTED MOBILE DEVICES
JAN
2022

221
181.9%
179.8%
169.4%
160.6%
158.3%
158.3%
155.8%
152.4%
147.0%
144.3%
143.7%
142.9%
141.0%
140.5%
140.0%
140.0%
138.8%
136.5%
133.3%
131.2%
129.7%
129.3%
127.9%
127.7%
123.0%
122.9%
122.6%
120.1%
120.0%
119.0%
118.8%
117.3%
115.3%
114.2%
112.6%
107.6%
105.9%
105.1%
104.8%
104.6%
101.8%
98.7%
97.8%
93.4%
91.5%
91.4%
82.4%
81.3%
HONG
KONG
SOUTH
AFRICA
U.A.E.
JAPAN
PORTUGAL
VIETNAM
RUSSIA
DENMARK
SINGAPORE
GREECE
ROMANIA
POLAND
SWEDEN
GERMANY
GHANA
PHILIPPINES
AUSTRIA
THAILAND
INDONESIA
NEW
ZEALAND
ITALY
MOROCCO
COLOMBIA
MALAYSIA
AUSTRALIA
ARGENTINA
SOUTH
KOREA
NETHERLANDS
TAIWAN
SWITZERLAND
SPAIN
ISRAEL
SAUDI
ARABIA
KENYA
CHINA
FRANCE
U.S.A.
U.K.
BRAZIL
WORLDWIDE
CANADA
BELGIUM
IRELAND
EGYPT
MEXICO
TURKEY
NIGERIA
INDIA
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY
JAN
2022

222
212 MARSHALL ISLANDS 12.6% 7,535
211 NORTH KOREA 20.2% 5,244,121
210 ERITREA 22.7% 826,090
209 FED. STATES OF MICRONESIA 23.1% 26,963
208 SOUTH SUDAN 28.4% 3,266,000
207 CENTRAL AFRICAN REPUBLIC 33.1% 1,644,176
206 PAPUA NEW GUINEA 36.0% 3,317,110
205 MADAGASCAR 43.1% 12,403,778
204 DJIBOUTI 44.5% 449,046
203 SOMALIA 46.2% 7,675,120
01 MACAU 235.5% 1,561,309
02 U.S. VIRGIN ISLANDS 200.1% 208,331
03 ANTIGUA & BARBUDA 198.0% 196,240
04 MONTENEGRO 186.6% 1,171,577
05 HONG KONG 181.9% 13,784,144
06 SOUTH AFRICA 179.8% 108,600,842
07 SEYCHELLES 177.4% 175,969
08 SURINAME 175.2% 1,040,954
09 LIBYA 169.6% 11,867,817
10 FINLAND 169.5% 9,410,607
# HIGHEST CONNECTIVITY vs. POP CONNECTIONS # LOWEST CONNECTIVITY vs. POP CONNECTIONS
LOWEST RATES OF MOBILE CELLULAR CONNECTIVITY
HIGHEST RATES OF MOBILE CELLULAR CONNECTIVITY
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES MAY EXCEED 100% BECAUSE SOME
INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST RATES OF CELLULAR MOBILE CONNECTIVITY
MOBILE CONNECTIVITY RANKING
JAN
2022

223
56.5%
64.0%
71.1%
76.3%
82.1%
86.5%
+13.4% +11.1% +7.3% +7.7% +5.3%
Q4 2016 Q4 2017 Q4 2018 Q4 2019 Q4 2020 Q4 2021
SOURCE: GSMA INTELLIGENCE. NOTES: EXCLUDES CELLULAR IOT CONNECTIONS. VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A
STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS
JAN
2022

224
100.0%
100.0%
100.0%
100.0%
100.0%
99.7%
99.6%
99.6%
99.5%
99.4%
99.2%
98.5%
98.3%
98.3%
98.2%
98.0%
97.8%
97.7%
97.3%
97.3%
97.2%
96.8%
96.7%
96.5%
96.5%
95.6%
95.3%
94.8%
93.7%
93.1%
91.6%
90.3%
90.3%
88.2%
87.2%
87.1%
86.5%
85.1%
84.1%
83.4%
83.3%
83.2%
82.6%
82.4%
77.1%
72.6%
69.4%
65.3%
AUSTRALIA
JAPAN
TAIWAN
THAILAND
HONG
KONG
SWITZERLAND
SOUTH
KOREA
CHINA
U.S.A.
CANADA
SINGAPORE
ISRAEL
U.K.
DENMARK
AUSTRIA
NEW
ZEALAND
SWEDEN
NETHERLANDS
BELGIUM
MALAYSIA
U.A.E.
FRANCE
INDONESIA
BRAZIL
PHILIPPINES
PORTUGAL
GERMANY
SAUDI
ARABIA
SPAIN
IRELAND
MEXICO
TURKEY
POLAND
COLOMBIA
ITALY
GREECE
WORLDWIDE
EGYPT
RUSSIA
GHANA
ARGENTINA
SOUTH
AFRICA
NIGERIA
ROMANIA
INDIA
VIETNAM
MOROCCO
KENYA
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS
JAN
2022

225
7.09
8.67 9.68 10.63 11.69
13.60
15.94
18.37
21.78
26.54
29.02
32.66
36.49
39.56
45.16
50.03
54.79
58.44
66.14
72.20
77.81
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
MONTHLY CELLULAR DATA CONSUMED BY
THE AVERAGE SMARTPHONE WORLDWIDE: 11.42GB
SOURCE: ERICSSON MOBILE VISUALIZER. NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC FOR EACH QUARTER, IN EXABYTES (BILLIONS OF
GIGABYTES) PER MONTH. VALUES INCLUDE TRAFFIC GENERATED BY FIXED WIRELESS ACCESS (FWA) SERVICES. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
MONTHLY AVERAGE GLOBAL MOBILE NETWORK DATA TRAFFIC (UPLOAD AND DOWNLOAD) IN EXABYTES (BILLIONS OF GIGABYTES)
CELLULAR DATA TRAFFIC
JAN
2022

226
70.74% 28.54% 0.38% 0.14% 0.20%
-0.6% (-44 BPS) +1.2% (+35 BPS) +58.3% (+14 BPS) +7.7% (+1 BPS) -23.1% (-6 BPS)
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM ANDROID DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM APPLE IOS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING FROM
SAMSUNG OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM KAI OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM OTHER OS DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER
OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2021. FIGURES 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. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM
SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS
JAN
2022

227
4H 48M +6.7% 92.5% 7.5%
AVERAGE TIME EACH
USER SPENDS USING A
SMARTPHONE EACH DAY
YEAR-ON-YEAR INCREASE
IN DAILY TIME SPENT
USING SMARTPHONES
PERCENTAGE OF
MOBILE TIME SPENT
USING MOBILE APPS
PERCENTAGE OF
MOBILE TIME SPENT
USING WEB BROWSERS
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT AVERAGES FOR FULL-YEAR 2021. FIGURES FOR AVERAGE DAILY TIME
REPRESENT THE WEIGHTED AVERAGE OF ANDROID PHONE USE ACROSS THE TOP 10 MOBILE-FIRST MARKETS.
GLOBAL OVERVIEW
HEADLINES FOR MOBILE ACTIVITIES BY TIME SPENT
MOBILE TIME BY ACTIVITY
JAN
2022

228
43.0% 25.4% 7.7% 3.1% 20.8%
-0.9% (-40 BPS) +5.0% (120 BPS) -7.2% (-60 BPS) +3.3% (10 BPS) -1.4% (-30 BPS)
SOCIAL & COMMS PHOTO & VIDEO GAMES ENTERTAINMENT OTHER CATEGORIES
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT SHARE OF TIME SPENT USING ANDROID PHONES THROUGHOUT 2021.
PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE IN SHARE; “BPS” VALUES REPRESENT BASIS POINTS, AND REFLECT THE ABSOLUTE YEAR-ON-YEAR CHANGE IN SHARE.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL SMARTPHONE TIME SPENT USING APPS IN EACH APP CATEGORY
SHARE OF MOBILE TIME BY APP CATEGORY
JAN
2022

229
05:26 05:25
04:59 04:49 04:48 04:44 04:34 04:27 04:24 04:22
04:09 04:08 03:59 03:53
03:37 03:33 03:22
03:10
BRAZIL
INDONESIA
SOUTH
KOREA
MEXICO
WORLDWIDE
INDIA
JAPAN
SINGAPORE
TURKEY
CANADA
U.S.A.
RUSSIA
U.K.
AUSTRALIA
ARGENTINA
FRANCE
GERMANY
CHINA
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT AVERAGE DAILY TIME SPENT USING ANDROID PHONES FOR FULL-YEAR
2021. VALUE FOR “WORLDWIDE” BASED ON THE WEIGHTED AVERAGE OF THE TOP 10 COUNTRIES.
GLOBAL OVERVIEW
AVERAGE DAILY TIME SPENT USING MOBILE PHONES (ALL ACTIVITIES, IN HOURS AND MINUTES)
DAILY TIME SPENT USING MOBILE PHONES
JAN
2022

230
230 +5.5% $170 +18.8% $27.16
BILLION +12 BILLION BILLION +$27 BILLION
NUMBER OF MOBILE
APP DOWNLOADS
MOBILE APP DOWNLOADS
CONSUMER SPEND
ON MOBILE APPS (USD)
YEAR-ON-YEAR CHANGE
IN CONSUMER APP SPEND
AVERAGE APP SPEND
PER SMARTPHONE (USD)
SOURCES: APP ANNIE “STATE OF MOBILE 2022” REPORT; ERICSSON MOBILE VISUALIZER. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY
ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2021. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-
APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. FIGURE FOR “AVERAGE CONSUMER SPEND PER SMARTPHONE” USES DATA FROM MULTIPLE
SOURCES.
GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND, BASED ON APP ANNIE DATA
MOBILE APP MARKET OVERVIEW: APP ANNIE
JAN
2022

231
01 GAMES
02 ENTERTAINMENT
03 PHOTO & VIDEO
04 SOCIAL
05 LIFESTYLE
06 MUSIC
07 BOOKS & REFERENCE
08 EDUCATION
09 HEALTH & FITNESS
10 PRODUCTIVITY
01 GAMES
02 TOOLS
03 PHOTO & VIDEO
04 ENTERTAINMENT
05 SHOPPING
06 FINANCE
07 SOCIAL
08 LIFESTYLE
09 PRODUCTIVITY
10 EDUCATION
01 GAMES
02 SOCIAL
03 ENTERTAINMENT
04 PRODUCTIVITY
05 LIFESTYLE
06 BOOKS & REFERENCE
07 HEALTH & FITNESS
08 PHOTO & VIDEO
09 EDUCATION
10 MUSIC
01 GAMES
02 TOOLS
03 SOCIAL
04 PHOTO & VIDEO
05 ENTERTAINMENT
06 FINANCE
07 SHOPPING
08 PRODUCTIVITY
09 MUSIC
10 LIFESTYLE
# APP CATEGORY # APP CATEGORY
# APP CATEGORY # APP CATEGORY
GOOGLE PLAY: DOWNLOADS IOS APP STORE: DOWNLOADS
GOOGLE PLAY: CONSUMER SPEND IOS APP STORE: CONSUMER SPEND
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON CONSUMER ACTIVITY BETWEEN JANUARY AND DECEMBER 2021.
GLOBAL OVERVIEW
APP ANNIE’S RANKING OF THE MOST POPULAR MOBILE APP CATEGORIES BETWEEN JANUARY AND DECEMBER 2021
MOBILE APPS: TOP CATEGORIES BY APP STORE
JAN
2022

232
01 PUBG MOBILE TENCENT
02 ROBLOX ROBLOX
03 CANDY CRUSH SAGA ACTIVISION BLIZZARD
04 GARENA FREE FIRE SEA
05 AMONG US! INNERSLOTH
06 LUDO KING GAMETION
07 MINECRAFT POCKET EDITION MICROSOFT
08 SUBWAY SURFERS SYBO
09 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
10 POKÉMON GO NIANTIC
01 FACEBOOK META
02 WHATSAPP META
03 FACEBOOK MESSENGER META
04 INSTAGRAM META
05 AMAZON AMAZON
06 TIKTOK BYTEDANCE
07 TELEGRAM TELEGRAM
08 TWITTER TWITTER
09 SPOTIFY SPOTIFY
10 NETFLIX NETFLIX
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND
ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2021, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
APP ANNIE’S RANKING OF MOBILE APPS AND MOBILE GAMES BY AVERAGE NUMBER OF MONTHLY ACTIVE BETWEEN JANUARY AND DECEMBER 2021
APP ANNIE APP RANKING: ACTIVE USERS
JAN
2022

233
01 GARENA FREE FIRE SEA
02 SUBWAY SURFERS SYBO
03 ROBLOX ROBLOX
04 BRIDGE RACE IRONSOURCE
07 LUDO KING GAMETION
08 HAIR CHALLENGE ZYNGA
09 AMONG US! INNERSLOTH
10 JOIN CLASH 3D IRONSOURCE
01 TIKTOK1
BYTEDANCE
02 INSTAGRAM META
03 FACEBOOK META
04 WHATSAPP META
05 TELEGRAM TELEGRAM
06 SNAPCHAT SNAP
07 FACEBOOK MESSENGER META
08 ZOOM CLOUD MEETINGS ZOOM
09 CAPCUT BYTEDANCE
10 SPOTIFY SPOTIFY
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE
AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2021. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. COMPARABILITY: (1) VALUES FOR “TIKTOK” INCLUDE DOUYIN.
NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
APP ANNIE’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2021
APP ANNIE APP RANKING: DOWNLOADS
JAN
2022

234
01 ROBLOX ROBLOX
02 GENSHIN IMPACT MIHOYO
03 COIN MASTER MOON ACTIVE
04 HONOUR OF KINGS TENCENT
07 POKÉMON GO NIANTIC
08 UMA MUSUME PRETTY DERBY CYBERAGENT
09 GAME FOR PEACE TENCENT
10 HOMESCAPES PLAYRIX
01 TIKTOK1
BYTEDANCE
02 YOUTUBE ALPHABET
03 TINDER MATCH GROUP
04 DISNEY+ DISNEY
05 TENCENT VIDEO TENCENT
06 PICCOMA KAKAO
07 HBO MAX AT&T
08 GOOGLE ONE ALPHABET
09 TWITCH AMAZON
10 BIGO LIVE JOYY
SOURCE: APP ANNIE “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE
AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2021. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND
IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: (1) VALUES FOR “TIKTOK” INCLUDE DOUYIN. NOTE THAT WE REPORT
FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
APP ANNIE’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2021
APP ANNIE APP RANKING: CONSUMER SPEND
JAN
2022

A P P S & M O B I L E I N 2 0 2 2
SHIFTS IN HOW WE’RE USING OUR PHONES
The promise of imminent 5G
connectivity continues to keep
many global audiences on their
toes. And while it hasn’t rolled
out everywhere, early
successes from gaming
developers speak to a future in
which hand-held devices will
need to work harder to support
high octane gaming on a
smaller screen. With titles like
Genshin Impact already wildly
successful and mobile esports
taking off, screen size, memory
capacity and more will see
heightened expectations, as
smartphones are reimagined as
miniature consoles.
In 2022, brands will need to
work harder to support
specialist needs from gaming
communities.
ON-THE-GO
CONSOLES
Recent years have continued to
see privacy scandals ebb and
ﬂow, but as such a monolithic
problem, it can feel too big for
one party to solve. Yet for
mobile manufacturers, there are
opportunities to offer users
support at the ground ﬂoor.
Enter: Apple’s iOS 14. Designed
to educate audiences around
the privacy and empower them
to make decisions around it,
Apple is paving the way to a
future in which T&Cs aren’t
hidden in miniature fonts at the
end of agreements but broken
into timely, transparent and
easy to understand chunks.
In 2022, brands should take
accountability for helping
audiences understand how
their data is used.
PRE-EMPTIVE
PRIVACY
Amid a growing cynicism
towards tech monopolies, major
social platforms and the
commercial culture they enable,
many people are yearning for
the simpler days of tech. While
some are creating healthier
social habits and others are
virtue signalling with nostalgic
accessories like wired
headphones, simpler mobile
devices are also having a
moment: in 2021 blockbuster
No Time To Die, even James
Bond foregoes an iPhone in
favour of a Nokia.
In 2022, brands should make it
easier for people to simplify
their digital lives.
PARING
BACK
PARTNER CONTENT

S
St
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of
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20
02
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1
gsmaintelligence.com @GSMAi
GSMA Intelligence is the definitive source of insights, forecasts and research for the mobile industry
Get our full report: "The State of Mobile Internet Connectivity 2021"
24%
For individuals to adopt mobile internet,
they first need to be aware of it, know
what the benefits are and understand
how to use it. Yet i
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. More
positively though, awareness has
increased markedly over the past four
years. In 2017, across the same surveyed
countries, 45% of adults were not aware
of mobile internet.
50%
More than half of mobile users that do
not use mobile internet despite being
aware of it reported literacy and digital
skills as an important barrier that stops
them from using the internet. T
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69%
Watching free online video was one of
the activities that consumers did much
more of on their phones in 2020, along
with making video calls and listening to
music. M
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, compared to 59% in
2019. More generally, the diversity and
frequency of online activities increased
significantly following the onset of the
Covid-19 pandemic.
PARTNER CONTENT

238
58.4% 28.3% 14.4% 24.6% 17.8%
PURCHASED A PRODUCT
OR SERVICE ONLINE
ORDERED GROCERIES
VIA AN ONLINE STORE
BOUGHT A SECOND-HAND
ITEM VIA AN ONLINE STORE
USED AN ONLINE PRICE
COMPARISON SERVICE
USED A BUY NOW,
PAY LATER SERVICE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES
JAN
2022

239
68.3%
66.6%
64.9%
64.5%
64.4%
64.0%
63.8%
62.8%
62.5%
62.2%
60.6%
60.4%
59.7%
58.9%
58.7%
58.5%
58.4%
58.2%
57.8%
54.7%
54.4%
52.9%
52.7%
52.4%
51.3%
51.1%
50.7%
49.9%
49.9%
49.8%
49.2%
49.1%
48.9%
48.2%
48.0%
47.6%
46.7%
45.5%
45.1%
44.4%
43.4%
42.5%
41.8%
41.7%
41.3%
39.3%
29.0%
28.2%
THAILAND
MALAYSIA
SOUTH
KOREA
MEXICO
CHINA
TURKEY
TAIWAN
SINGAPORE
PHILIPPINES
INDIA
INDONESIA
U.K.
BRAZIL
U.A.E.
POLAND
GREECE
WORLDWIDE
VIETNAM
U.S.A.
ARGENTINA
SPAIN
IRELAND
AUSTRALIA
HONG
KONG
SWEDEN
CANADA
FRANCE
ISRAEL
NEW
ZEALAND
COLOMBIA
KENYA
SAUDI
ARABIA
NIGERIA
JAPAN
NETHERLANDS
ITALY
SOUTH
AFRICA
PORTUGAL
ROMANIA
SWITZERLAND
BELGIUM
RUSSIA
DENMARK
GERMANY
EGYPT
AUSTRIA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
JAN
2022

240
56.6%
63.2% 62.7%
59.4%
54.1%
52.9%
60.1% 60.2%
58.2%
51.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
JAN
2022

241
44.6%
44.6%
43.3%
41.4%
41.2%
40.3%
38.5%
36.5%
35.5%
35.4%
33.5%
32.8%
32.4%
32.3%
31.8%
31.5%
30.8%
30.7%
30.6%
30.4%
30.2%
29.9%
29.3%
28.0%
27.9%
27.3%
26.1%
26.0%
25.6%
25.5%
25.3%
25.3%
24.9%
24.8%
24.1%
23.6%
22.9%
22.7%
22.7%
22.5%
20.4%
19.6%
18.7%
18.5%
17.5%
16.6%
11.2%
5.5%
MALAYSIA
SOUTH
KOREA
TAIWAN
PHILIPPINES
TURKEY
MEXICO
SINGAPORE
INDONESIA
THAILAND
VIETNAM
BRAZIL
ARGENTINA
U.A.E.
U.S.A.
POLAND
HONG
KONG
GREECE
INDIA
WORLDWIDE
CHINA
U.K.
COLOMBIA
SOUTH
AFRICA
NIGERIA
SPAIN
IRELAND
SAUDI
ARABIA
ISRAEL
SWEDEN
ROMANIA
CANADA
KENYA
NEW
ZEALAND
RUSSIA
AUSTRALIA
FRANCE
PORTUGAL
JAPAN
NETHERLANDS
ITALY
SWITZERLAND
GERMANY
AUSTRIA
BELGIUM
EGYPT
DENMARK
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK VIA A MOBILE PHONE
WEEKLY MOBILE COMMERCE PURCHASES
JAN
2022

242
31.1%
36.0%
34.6%
31.0%
24.4%
27.2%
30.3% 31.4%
29.3%
23.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY SOMETHING ONLINE EACH WEEK VIA A MOBILE PHONE
WEEKLY MOBILE COMMERCE PURCHASES
JAN
2022

243
51.1%
39.2%
33.5%
32.1%
29.5%
29.0%
25.9%
22.1%
20.6%
18.5%
18.0%
15.3%
15.2%
15.1%
14.5%
13.4%
12.7%
FREE DELIVERY
COUPONS AND DISCOUNTS
REVIEWS FROM OTHER CUSTOMERS
EASY RETURNS POLICY
QUICK AND EASY ONLINE CHECKOUT PROCESS
NEXT-DAY DELIVERY
LOYALTY POINTS
LOTS OF “LIKES” OR GOOD COMMENTS ON SOCIAL MEDIA
KNOWING THE PRODUCT OR COMPANY IS ECO-FRIENDLY
ABILITY TO SPREAD PAYMENTS OVER TIME, INTEREST-FREE
ABILITY TO PAY WITH CASH ON DELIVERY
“GUEST” CHECK-OUT (NO SIGN-IN REQUIRED)
EXCLUSIVE CONTENT OR SERVICES
CLICK & COLLECT DELIVERY
LIVE-CHAT BOX TO SPEAK TO THE COMPANY
ENTRY INTO COMPETITIONS
“BUY” BUTTON ON A SOCIAL NETWORK
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE
ONLINE PURCHASE DRIVERS
JAN
2022

244
3.78 $3.85 $1,017 60.1%
BILLION TRILLION
+10% (+344 MILLION) +18% (+$591 BILLION) +7.4% (+$69.92) +1.0% (+62 BPS)
NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA THE INTERNET
TOTAL ANNUAL SPEND
ON ONLINE CONSUMER
GOODS PURCHASES (USD)
AVERAGE ANNUAL REVENUE
PER CONSUMER GOODS
ECOMMERCE USER (USD)
SHARE OF CONSUMER GOODS
ECOMMERCE SPEND ATTRIBUTABLE TO
PURCHASES MADE VIA MOBILE PHONES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER
HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2021, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE
PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY)
OVERVIEW OF CONSUMER GOODS ECOMMERCE
JAN
2022

245
$381.5 $376.6 $211.5 $155.0
+21% (+$66 BILLION) +38% (+$103 BILLION) +35% (+$55 BILLION) +11% (+$15 BILLION)
$988.4 $904.5 $436.8 $392.9
+13% (+$110 BILLION) +17% (+$134 BILLION) +13% (+$49 BILLION) +18% (+$59 BILLION)
PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA
ELECTRONICS FASHION FURNITURE TOYS, HOBBY, DIY
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2021 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT
INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (U.S. DOLLARS, B2C ONLY)
ECOMMERCE: CONSUMER GOODS CATEGORIES
JAN
2022

246
$3,183
$3,105
$2,995
$2,411
$2,317
$2,232
$2,227
$2,221
$2,067
$1,971
$1,968
$1,939
$1,889
$1,879
$1,869
$1,786
$1,751
$1,605
$1,561
$1,494
$1,290
$1,233
$1,178
$1,017
$934
$733
$680
$658
$631
$566
$531
$521
$518
$511
$475
$389
$388
$355
$349
$339
$339
$240
$215
$177
$130
$120
$96
HONG
KONG
U.S.A.
SOUTH
KOREA
SWITZERLAND
U.K.
NETHERLANDS
JAPAN
DENMARK
GERMANY
SWEDEN
AUSTRALIA
IRELAND
CANADA
AUSTRIA
SINGAPORE
FRANCE
NEW
ZEALAND
ISRAEL
U.A.E.
CHINA
ITALY
BELGIUM
SPAIN
WORLDWIDE
PORTUGAL
GREECE
MEXICO
POLAND
ROMANIA
MALAYSIA
RUSSIA
TURKEY
THAILAND
GHANA
SAUDI
ARABIA
SOUTH
AFRICA
PHILIPPINES
COLOMBIA
BRAZIL
ARGENTINA
INDONESIA
VIETNAM
EGYPT
KENYA
INDIA
MOROCCO
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE FULL-YEAR SPEND PER ONLINE CONSUMER GOODS SHOPPER FOR
2021 IN U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES,
AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE ANNUAL ONLINE REVENUE PER CONSUMER GOODS ECOMMERCE USER (U.S. DOLLARS)
CONSUMER GOODS ECOMMERCE ARPU
JAN
2022

247
45.8%
43.1%
39.4%
38.9%
36.0%
34.7%
34.7%
34.1%
33.4%
32.2%
31.7%
30.5%
28.3%
27.9%
27.3%
26.9%
26.4%
26.1%
24.6%
24.6%
24.5%
23.7%
23.1%
21.9%
20.9%
20.9%
20.7%
20.2%
19.0%
18.5%
18.1%
18.1%
17.5%
16.1%
15.8%
15.2%
15.1%
15.1%
14.8%
14.7%
14.7%
14.7%
14.1%
12.8%
11.9%
11.8%
11.2%
10.6%
THAILAND
SOUTH
KOREA
MEXICO
TURKEY
INDONESIA
MALAYSIA
TAIWAN
INDIA
U.A.E.
GREECE
CHINA
SINGAPORE
WORLDWIDE
NIGERIA
VIETNAM
U.K.
BRAZIL
ARGENTINA
PHILIPPINES
SAUDI
ARABIA
COLOMBIA
HONG
KONG
U.S.A.
FRANCE
AUSTRALIA
SOUTH
AFRICA
ISRAEL
KENYA
EGYPT
ROMANIA
NETHERLANDS
SPAIN
JAPAN
SWEDEN
CANADA
GERMANY
BELGIUM
SWITZERLAND
POLAND
AUSTRIA
NEW
ZEALAND
RUSSIA
IRELAND
DENMARK
ITALY
GHANA
PORTUGAL
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
JAN
2022

248
27.9%
33.3%
31.9%
28.9%
24.2%
24.5%
30.0%
29.0%
26.1%
19.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
JAN
2022

249
$142.2 $102.4 $39.92 $1.58
+45% (+$44 BILLION) +59% (+$38 BILLION) +30% (+$9.2 BILLION) +117% (+$853 MILLION)
$173.2 $41.82 $41.65 $5.30
+6.8% (+$11 BILLION) +15% (+$5.5 BILLION) -10% (-$4.8 BILLION) -6.6% (-$375 MILLION)
HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES
FLIGHTS CAR RENTALS TRAINS LONG-DISTANCE BUSES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2021 IN
U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS,
FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL SPEND ON ONLINE TRAVEL AND TOURISM SERVICES (U.S. DOLLARS)
ONLINE TRAVEL AND TOURISM
JAN
2022

250
1.75 +18.9% $270.3 +19.6% $155
BILLION +277 MILLION BILLION +$44 BILLION YOY: +0.6%
NUMBER OF PEOPLE
ORDERING FOOD DELIVERY
VIA ONLINE PLATFORMS
THE NUMBER OF ONLINE
FOOD DELIVERY USERS
TOTAL ANNUAL VALUE
OF ONLINE FOOD
DELIVERY ORDERS (USD)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF ONLINE
FOOD DELIVERY ORDERS
AVERAGE ANNUAL VALUE
OF ONLINE FOOD DELIVERY
ORDERS PER USER (USD)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2021, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE
PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A
STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES
ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF ONLINE FOOD DELIVERY SERVICES
ONLINE FOOD DELIVERY OVERVIEW
JAN
2022

251
3.26 +8.9% $128.8 +23.5% $39.46
BILLION +267 MILLION BILLION +$24 BILLION YOY: +13%
NUMBER OF PEOPLE
USING DIGITAL HEALTH
DEVICES AND SERVICES
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF
DIGITAL HEALTH USERS
TOTAL ANNUAL
VALUE OF THE DIGITAL
HEALTH MARKET (USD)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF THE
DIGITAL HEALTH MARKET
AVERAGE ANNUAL
SPEND ON DIGITAL
HEALTH PER USER (USD)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ”DIGITAL HEALTH” INCLUDES DIGITAL FITNESS & WELLBEING DEVICES AND APPS; EHEALTH DEVICES AND APPS;
OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET; AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING
SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2021, AND
COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES
DIGITAL HEALTH OVERVIEW
JAN
2022

252
$293.9 $155.5 $85.76 $27.59 $25.07
BILLION BILLION BILLION BILLION BILLION
+17% (+$43 BILLION) +16% (+$21 BILLION) +21% (+$15 BILLION) +12% (+$2.9 BILLION) +17% (+$3.7 BILLION)
TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2021 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA
OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL SPEND ON DIGITAL MEDIA DOWNLOADS AND SUBSCRIPTIONS
DIGITAL MEDIA SPEND
JAN
2022

253
82.5%
79.7%
77.9%
77.7%
76.9%
76.1%
74.9%
72.4%
72.1%
71.7%
71.5%
70.7%
70.1%
70.0%
69.5%
68.1%
67.9%
67.8%
67.5%
67.3%
67.3%
66.6%
66.3%
66.1%
65.5%
64.8%
63.9%
63.7%
63.7%
63.0%
62.8%
62.1%
61.8%
60.9%
60.4%
58.9%
56.9%
55.8%
55.4%
53.8%
50.7%
50.2%
46.5%
45.4%
44.7%
43.7%
41.4%
32.5%
CHINA
MEXICO
NIGERIA
VIETNAM
INDIA
KENYA
BRAZIL
SWEDEN
U.S.A.
DENMARK
WORLDWIDE
ARGENTINA
THAILAND
AUSTRALIA
IRELAND
U.A.E.
SOUTH
AFRICA
NEW
ZEALAND
INDONESIA
AUSTRIA
GERMANY
PHILIPPINES
COLOMBIA
CANADA
U.K.
MALAYSIA
TURKEY
HONG
KONG
SWITZERLAND
EGYPT
SPAIN
NETHERLANDS
SINGAPORE
SAUDI
ARABIA
ITALY
TAIWAN
SOUTH
KOREA
POLAND
FRANCE
MOROCCO
BELGIUM
GHANA
ROMANIA
PORTUGAL
ISRAEL
JAPAN
GREECE
RUSSIA
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “DIGITAL CONTENT”
INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS
AND MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES
JAN
2022

254
71.1%
76.6%
71.6%
62.2%
49.9%
76.4%
80.1%
74.7%
65.3%
53.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “DIGITAL CONTENT”
INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS
AND MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
JAN
2022

255
31.8%
24.1%
20.3%
17.9%
17.4%
16.7%
14.4%
12.9%
11.8%
11.6%
10.5%
9.8%
9.3%
9.0%
6.9%
MOVIE OR TV STREAMING SERVICE
MUSIC STREAMING SERVICE
MUSIC DOWNLOAD
MOVIE OR TV DOWNLOAD
MOBILE APP
MOBILE GAME
STUDY PROGRAMS AND LEARNING MATERIALS
E-BOOK
IN-APP PURCHASES
NEWS SERVICE
SOFTWARE PACKAGE
PREMIUM WEB SERVICE
SUBSCRIPTION TO AN ONLINE MAGAZINE
DIGITAL GIFTS
DATING SERVICE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH TYPE OF DIGITAL CONTENT EACH MONTH
JAN
2022

256
3.82 +10.0% $6.75 +24.5% $1,766
BILLION +348 MILLION TRILLION +$1.3 TRILLION YOY: +13%
NUMBER OF
PEOPLE MAKING
DIGITAL PAYMENTS
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF PEOPLE
MAKING DIGITAL PAYMENTS
TOTAL ANNUAL VALUE
OF DIGITAL PAYMENT
TRANSACTIONS (USD)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF DIGITAL
PAYMENT TRANSACTIONS
AVERAGE ANNUAL VALUE
OF DIGITAL PAYMENTS
PER USER (USD)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C
DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2021, AND COMPARISONS WITH EQUIVALENT VALUES
FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS
OVERVIEW OF CONSUMER DIGITAL PAYMENTS
JAN
2022

257
$6,792
$5,234
$4,973
$4,894
$4,638
$4,036
$3,941
$3,790
$3,775
$3,753
$3,661
$3,635
$3,340
$3,277
$3,069
$3,050
$2,928
$2,898
$2,861
$2,789
$2,417
$2,364
$2,074
$1,947
$1,766
$1,755
$1,291
$1,291
$1,200
$1,022
$970
$969
$858
$676
$526
$468
$436
$379
$377
$371
$343
$306
$278
$253
$234
$216
$143
SWITZERLAND
DENMARK
U.K.
U.S.A.
SWEDEN
AUSTRALIA
SOUTH
KOREA
IRELAND
U.A.E.
NETHERLANDS
SINGAPORE
ISRAEL
AUSTRIA
BELGIUM
GERMANY
CANADA
CHINA
FRANCE
HONG
KONG
NEW
ZEALAND
JAPAN
SPAIN
ITALY
POLAND
WORLDWIDE
PORTUGAL
TURKEY
GREECE
SAUDI
ARABIA
ARGENTINA
RUSSIA
MALAYSIA
MEXICO
ROMANIA
THAILAND
BRAZIL
SOUTH
AFRICA
COLOMBIA
GHANA
PHILIPPINES
INDONESIA
MOROCCO
VIETNAM
KENYA
EGYPT
INDIA
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF THE TOTAL ANNUAL VALUE OF DIGITAL PAYMENTS MADE BY EACH USER OF
DIGITAL PAYMENTS FOR FULL-YEAR 2021 IN U.S. DOLLARS. “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL
REMITTANCES. DOES NOT INCLUDE B2B PAYMENTS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE ANNUAL VALUE OF CONSUMER DIGITAL PAYMENTS PER USER (U.S. DOLLARS)
DIGITAL PAYMENTS ARPU
JAN
2022

258
41.6%
39.3%
36.2%
32.9%
31.7%
30.8%
30.6%
30.3%
28.4%
26.2%
26.1%
25.8%
24.8%
24.7%
24.3%
23.9%
23.9%
23.7%
23.4%
23.2%
23.1%
22.5%
21.9%
21.8%
21.6%
21.4%
19.2%
18.6%
18.4%
18.2%
17.9%
17.8%
17.7%
17.7%
17.2%
15.9%
15.8%
15.4%
15.1%
15.0%
13.4%
13.1%
12.6%
12.2%
12.2%
11.3%
8.8%
8.7%
HONG
KONG
TAIWAN
THAILAND
INDIA
SINGAPORE
DENMARK
CHINA
BRAZIL
SAUDI
ARABIA
VIETNAM
IRELAND
WORLDWIDE
U.S.A.
U.K.
GERMANY
RUSSIA
SWITZERLAND
SOUTH
KOREA
U.A.E.
MALAYSIA
KENYA
AUSTRALIA
AUSTRIA
POLAND
INDONESIA
PHILIPPINES
PORTUGAL
NIGERIA
SPAIN
JAPAN
ROMANIA
SWEDEN
MEXICO
NEW
ZEALAND
CANADA
COLOMBIA
NETHERLANDS
ARGENTINA
EGYPT
SOUTH
AFRICA
ITALY
ISRAEL
BELGIUM
FRANCE
TURKEY
GREECE
GHANA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
JAN
2022

259
23.7%
26.5%
25.3%
23.4%
18.5%
25.6%
29.5%
28.6%
26.4%
22.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
JAN
2022

E - C O M M E R C E I N 2 0 2 2
SHIFTS IN HOW WE SHOP AND SPEND ON SOCIAL
From NFTs to designer Fortnite
skins, a growing number of
people are seeing the value of
digital goods and putting hard
cash behind them, including the
33% of Gen Zers who have
invested in digital clothing. As
online ownership is normalised,
the status symbol is being
redeﬁned for a life lived
more online.
exploring the role virtual
spaces will play in selling both
physical and digital products.
NEW
MATERIALISTS
Retail innovation had already
been forced upon brands at the
hands of the pandemic. But the
mainstreaming of video-ﬁrst
platforms like Twitch and
TikTok have further increased
people’s expectations of
shoppable content. It’s no
longer enough for the journey
from feed to basket to be
seamless. It’s also got to be
immersive and multi-sensory.
Through shoppable videos and
live channels, people want
brands to work harder to put
products into context online.
exploring the role video can
play in the lower end of the
funnel, and what kind of talent
can land it.
VIDEO
SHOWROOMS
With major retailers from ASOS
to Amazon launching or
partnering with ‘Buy Now, Pay
Later’ initiatives, online
shopping is on the brink of a
new era of frictionless
purchases in which delivery
times grow ever shorter, while
actually cashing out for a
product feels like a distant
future. While major providers
are addressing the ethics of this
further normalisation of credit in
their communications, this
feature is set to become a
mainstay in e-commerce.
In 2022, brands should work to
ensure their customers are
well-versed in the long-term
impact of these new offerings.
DELAYED
PAYMENTS
PARTNER CONTENT

Shopify's Future of Commerce 2022 report
offers an unparalleled view into what's
ahead in ecommerce, retail, and shipping
and logisticsbased on data from the
Shopify platform, which supports more than
1.7 million Shopify merchants, and on
analysis of exclusive global survey data from
businesses and consumers.
Bring the future into focus with Shopify,
a leading provider of essential internet
infrastructure for commerce.
The future of
ecommerce
As data and privacy regulations risk impacting customer
acZuisition and retention, brands will experiment with new
ways to deepen direct relationships with customers.
Expect growth in live shopping, non-fungible tokens
(NFTs), private communities, VIP events, and more.
The future of
retail
More digitally native brands will expand into physical retail
than ever before, leading to a whole new phase of
multichannel shopping that meets the needs of today’s
shoppers. Changing consumer expectations will also push
brands to transform retail staff roles into experiential hosts.
Continuing supply chain vulnerabilities will force
merchants to modify their fulfillment strategies in order to
meet the all-important delivery promise to customers.
These investments will be defined by an emphasis on
social and environmental impact across the supply chain™
The future of
shipping logistics
Read report
40%
Of brands will invest more in
customer loyalty and connection
55%
Of consumers want to be able to
browse products online and see
how many are available in stores
5ç%
Of brands are maðinµ
sustainability a top priority in
the year ahead
PARTNER CONTENT

263
SEARCH ENGINES
ADS ON TV
WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS AND FAMILY
ADS ON SOCIAL MEDIA
BRAND AND PRODUCT WEBSITES
ONLINE RETAIL WEBSITES
ADS ON WEBSITES
TV SHOWS AND FILMS
RECOMMENDATIONS AND COMMENTS ON SOCIAL MEDIA
CONSUMER REVIEW SITES
ADS IN MOBILE OR TABLET APPS
IN-STORE PRODUCT DISPLAYS OR PROMOTIONS
PRODUCT COMPARISON WEBSITES
ADS BEFORE ONLINE VIDEOS OR TV SHOWS START TO PLAY
PRODUCT SAMPLES OR TRIALS
BRANDS’ SOCIAL MEDIA UPDATES
31.7%
31.1%
28.1%
27.6%
25.9%
23.9%
23.8%
23.6%
22.8%
22.5%
21.5%
20.9%
19.7%
18.3%
17.3%
16.5%
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM
SOURCES OF BRAND DISCOVERY
JAN
2022

264
74.4%
70.4%
69.3%
68.2%
67.5%
66.8%
66.0%
63.3%
63.2%
61.4%
61.1%
60.9%
60.8%
60.5%
59.7%
59.5%
58.8%
58.1%
58.0%
57.9%
57.3%
57.1%
56.7%
56.7%
56.6%
56.5%
55.4%
55.1%
54.4%
53.8%
53.6%
53.0%
52.1%
51.9%
51.6%
50.8%
50.6%
50.6%
50.6%
50.4%
49.2%
48.7%
48.6%
45.4%
43.6%
42.6%
41.0%
31.3%
BRAZIL
GREECE
PHILIPPINES
TURKEY
INDONESIA
ROMANIA
ARGENTINA
ISRAEL
SOUTH
AFRICA
PORTUGAL
MALAYSIA
KENYA
SOUTH
KOREA
TAIWAN
MEXICO
COLOMBIA
NEW
ZEALAND
SWEDEN
SPAIN
ITALY
U.K.
VIETNAM
AUSTRIA
GERMANY
IRELAND
SINGAPORE
CANADA
JAPAN
SWITZERLAND
POLAND
RUSSIA
WORLDWIDE
AUSTRALIA
INDIA
U.S.A.
NETHERLANDS
HONG
KONG
NIGERIA
THAILAND
FRANCE
U.A.E.
BELGIUM
SAUDI
ARABIA
MOROCCO
DENMARK
CHINA
EGYPT
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
JAN
2022

265
55.2% 53.7% 52.2%
56.0% 54.7%
48.3%
50.7%
52.6%
56.6% 56.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
JAN
2022

266
49.5%
43.5%
37.4%
34.6%
28.5%
26.9%
23.1%
21.5%
21.2%
20.5%
17.4%
17.2%
16.4%
16.0%
14.7%
10.8%
SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
BRAND AND PRODUCT WEBSITES
PRICE COMPARISON WEBSITES
MOBILE APPS
VIDEO SITES
QUESTION ANSWER SITES (E.G. QUORA)
DISCOUNT VOUCHER AND COUPON SITES
BLOGS ON BRANDS AND PRODUCTS
SPECIALIST OR INDEPENDENT REVIEW SITES
FORUMS AND MESSAGE BOARDS
MESSAGING AND LIVE CHAT SERVICES
MICROBLOGS (E.G. TWITTER)
VLOGS (BLOGS IN VIDEO FORM)
ONLINE PINBOARDS (E.G. PINTEREST)
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
MAIN CHANNELS FOR ONLINE BRAND RESEARCH
JAN
2022

267
46.1%
47.9%
49.4%
54.1%
57.0%
49.6%
46.8%
42.9%
36.1%
28.4%
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
16 TO 24
YEARS OLD
25 TO 34
YEARS OLD
45 TO 54
YEARS OLD
35 TO 44
YEARS OLD
55 TO 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
TOP CHANNELS FOR ONLINE BRAND RESEARCH
JAN
2022

268
44.2%
24.8%
23.2%
21.0%
20.9%
17.8%
17.1%
16.1%
15.9%
15.3%
13.9%
13.9%
13.4%
13.3%
12.6%
12.2%
VISITED A BRAND’S WEBSITE
WATCHED A VIDEO MADE BY A BRAND
FOLLOWED A BRAND ON A SOCIAL NETWORK
VISITED A BRAND’S SOCIAL NETWORK PAGE
READ AN EMAIL OR NEWSLETTER FROM A BRAND
DOWNLOADED OR USED A BRANDED APP
USED A SOCIAL NETWORKING “SHARE” BUTTON ON A WEBSITE
CLICKED ON A PROMOTED OR SPONSORED SOCIAL MEDIA POST
CLICKED ON AN ONLINE AD ON THE TOP OR SIDE OF A WEBSITE
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
ASKED A QUESTION TO A BRAND ON A SOCIAL NETWORK
PLAYED A BRANDED GAME
STOPPED FOLLOWING A BRAND ON A SOCIAL NETWORK
READ A BRANDED BLOG
UPLOADED CONTENT TO A BRAND’S SOCIAL MEDIA PAGE
SHARED A BRAND’S POST ON A SOCIAL NETWORK
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH ACTION EACH MONTH
ONLINE BRAND INTERACTIONS
JAN
2022

269
26.8%
24.3%
23.9%
21.1%
20.1%
19.4%
17.3%
15.4%
15.1%
14.9%
14.3%
13.9%
13.5%
12.8%
12.6%
12.2%
12.2%
11.5%
11.1%
11.0%
10.8%
10.7%
10.2%
10.0%
9.8%
9.0%
8.7%
8.6%
8.2%
8.1%
8.1%
7.6%
7.3%
7.3%
7.3%
7.2%
7.2%
7.2%
7.0%
6.8%
6.3%
6.2%
5.9%
5.5%
4.9%
4.8%
4.4%
4.1%
CHINA
KENYA
INDIA
THAILAND
GHANA
NIGERIA
WORLDWIDE
VIETNAM
EGYPT
INDONESIA
SOUTH
AFRICA
PHILIPPINES
POLAND
U.A.E.
TURKEY
BRAZIL
COLOMBIA
SAUDI
ARABIA
MALAYSIA
MEXICO
SINGAPORE
U.S.A.
TAIWAN
HONG
KONG
AUSTRALIA
U.K.
MOROCCO
ARGENTINA
ITALY
IRELAND
SPAIN
CANADA
DENMARK
PORTUGAL
SWITZERLAND
AUSTRIA
GERMANY
NEW
ZEALAND
SWEDEN
FRANCE
BELGIUM
NETHERLANDS
ROMANIA
GREECE
SOUTH
KOREA
RUSSIA
ISRAEL
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
JAN
2022

270
16.2%
18.8%
17.9%
13.9%
10.7%
18.4%
21.0%
19.0%
15.3%
10.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
JAN
2022

271
44.7%
43.4%
41.7%
40.4%
39.8%
39.7%
39.6%
39.5%
38.9%
38.8%
38.7%
38.6%
38.1%
38.0%
37.8%
37.6%
37.4%
37.0%
36.7%
36.2%
35.0%
34.8%
34.7%
34.7%
34.4%
34.4%
34.2%
33.8%
33.6%
33.4%
32.3%
32.0%
31.8%
31.6%
31.4%
30.5%
30.3%
30.1%
29.6%
29.6%
28.1%
28.0%
27.9%
26.7%
24.2%
20.8%
19.9%
9.3%
VIETNAM
CHINA
INDONESIA
SOUTH
AFRICA
TAIWAN
HONG
KONG
TURKEY
AUSTRIA
GERMANY
GREECE
RUSSIA
INDIA
POLAND
SPAIN
ISRAEL
SWEDEN
MALAYSIA
WORLDWIDE
NEW
ZEALAND
FRANCE
CANADA
EGYPT
BRAZIL
ROMANIA
PORTUGAL
SWITZERLAND
U.S.A.
KENYA
AUSTRALIA
SINGAPORE
BELGIUM
U.K.
ITALY
IRELAND
MOROCCO
ARGENTINA
DENMARK
NETHERLANDS
THAILAND
U.A.E.
COLOMBIA
PHILIPPINES
SAUDI
ARABIA
NIGERIA
MEXICO
SOUTH
KOREA
JAPAN
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
JAN
2022

272
32.8%
38.5%
34.3%
31.5%
28.1%
39.4%
43.2%
39.0%
37.2%
34.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
JAN
2022

273
62.1%
55.3%
41.2%
40.8%
40.8%
34.6%
28.8%
1.4%
THERE ARE TOO MANY ADS
ADS GET IN THE WAY
TO PROTECT MY PRIVACY
ADS AREN’T RELEVANT TO ME
TO STOP INAPPROPRIATE CONTENT BEING SHOWN
TO IMPROVE MY DEVICE’S PERFORMANCE (E.G. PAGE LOAD TIMES)
TO STOP COMPANIES COLLECTING MY PERSONAL DATA
OTHER
NOTE: PERCENTAGES REPRESENT THE SHARE OF INTERNET USERS WHO USE AN AD-BLOCKING TOOL.
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE AD-BLOCKING TOOLS
REASONS FOR USING AD BLOCKERS
JAN
2022

274
$465.5 $182.4 $170.0 $92.19 $20.10
BILLION BILLION BILLION BILLION BILLION
+17% (+$67 BILLION) +17% (+$27 BILLION) +12% (+$19 BILLION) +21% (+$16 BILLION) +9.5% (+$1.7 BILLION)
TOTAL SEARCH ADS BANNER ADS VIDEO ADS CLASSIFIEDS
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2021 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. DOES NOT INCLUDE ADVERTISING REVENUES ASSOCIATED WITH EMAIL MARKETING, AUDIO ADS, INFLUENCER MARKETING, SPONSORSHIPS,
PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL SPEND ON DIGITAL ADVERTISING, WITH DETAIL BY ADVERTISING FORMAT (U.S. DOLLARS)
VALUE OF THE DIGITAL ADVERTISING MARKET
JAN
2022

275
33.1% +0.5% $154.0 +17.4%
+15 BPS BILLION +$23 BILLION
SOCIAL MEDIA’S SHARE
OF TOTAL DIGITAL
ADVERTISING SPEND
SOCIAL MEDIA’S SHARE OF TOTAL
DIGITAL ADVERTISING SPEND
ANNUAL SPEND
ON SOCIAL MEDIA
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN SOCIAL MEDIA
ADVERTISING SPEND
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2021, AND COMPARISONS WITH EQUIVALENT VALUES FOR
THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. DOES NOT INCLUDE ADVERTISING REVENUES ASSOCIATED WITH EMAIL MARKETING, AUDIO ADS, INFLUENCER MARKETING,
SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL
60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SOCIAL MEDIA’S SHARE OF THE DIGITAL ADVERTISING MARKET
SOCIAL MEDIA ADVERTISING OVERVIEW
JAN
2022

276
100
91
85
73
101
1.6% 1.7% 1.7% 1.7% 1.6%
-9.4% -6.4% -14.5% +38.8%
Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN CIRCLES
SHOW CLICK-THROUGH RATE ON SEARCH ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL PAID ONLINE SEARCH AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SEARCH AD CLICK-THROUGH RATE (CTR)
SEARCH ADVERTISING: IMPRESSIONS CTR
JAN
2022

277
$0.58
$0.54
$0.62
$0.72 $0.71
-6.8% +15.0% +16.2% -1.4%
Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
SOURCE: SKAI. NOTES: GREEN BARS SHOW AVERAGE SEARCH AD COST-PER-CLICK. VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR
“CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SEARCH AD COST-PER-CLICK. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE COST-PER-CLICK OF PAID ONLINE SEARCH ADS
SEARCH ADVERTISING: AVERAGE CPC
JAN
2022

278
100
87
93 96
123
-12.7% +6.6% +3.2% +28.1%
Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED TO A
COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH
AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL AMOUNT SPENT ON PAID ONLINE SEARCH AD PLACEMENTS (REPORTED AS AN INDEX)
SEARCH ADVERTISING: TOTAL SPEND
JAN
2022

279
100
105
89 92 94
1.3%
1.1%
1.2% 1.2% 1.2%
+4.9% -15.0% +3.0% +2.5%
Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN
CIRCLES SHOW CLICK-THROUGH RATE ON SOCIAL MEDIA ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL MEDIA AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM
A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL PAID SOCIAL MEDIA AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SOCIAL MEDIA AD CLICK-THROUGH RATE (CTR)
SOCIAL MEDIA ADVERTISING: IMPRESSIONS CTR
JAN
2022

280
$7.50
$6.17
$7.53 $7.56
$9.13
-17.7% +21.9% +0.4% +20.7%
Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
SOURCE: SKAI. NOTES: GREEN BARS SHOW THE AVERAGE COST OF 1,000 SOCIAL MEDIA AD IMPRESSIONS (CPM). VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND
DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SOCIAL MEDIA AD CPM. FINDINGS EXTRAPOLATED FROM A
SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE COST PER 1,000 PAID SOCIAL MEDIA AD IMPRESSIONS (CPM)
SOCIAL MEDIA ADVERTISING: AVERAGE CPM
JAN
2022

281
100
86 89 92
114
-13.7% +3.6% +3.4% +23.7%
Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED
TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL
MEDIA AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL AMOUNT SPENT ON PAID SOCIAL MEDIA AD PLACEMENTS (REPORTED AS AN INDEX)
SOCIAL MEDIA ADVERTISING: TOTAL SPEND
JAN
2022

282
8.7% 5.8% 2.9% 30.3%
+1.2% (+10 BPS) +11.5% (+60 BPS) [UNCHANGED] -9.6% (-320 BPS)
$466 BILLION 66.9% 28.6% 23.7%
+17% (+$67 BILLION) +4.7% (+299 BPS) +4.0% (+110 BPS) +6.3% (+140 BPS)
ALIBABA’S SHARE OF
GLOBAL DIGITAL AD SPEND
AMAZON’S SHARE OF
TENCENT’S SHARE OF
OTHER PLATFORMS’ SHARE OF
GLOBAL SPEND ON
DIGITAL ADVERTISING
vs. TOTAL GLOBAL AD SPEND
GOOGLE’S SHARE OF
META’S SHARE OF
SOURCES: STATISTA DIGITAL MARKET OUTLOOK (SEE STATISTA.COM FOR MORE DETAILS); EMARKETER. NOTES: AD SPEND FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2021 IN U.S. DOLLARS, AND
COMPARISONS WITH 2020 SPEND, NOT INCLUDING REVENUES ASSOCIATED WITH EMAIL MARKETING, AUDIO ADS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-
BASED AFFILIATE SYSTEMS. FIGURES FOR COMPANIES’ SHARE OF DIGITAL SPEND INCLUDE ADVERTISING ACROSS ALL INTERNET-CONNECTED DEVICES, NET OF TRAFFIC ACQUISITION COSTS. ALIBABA INCLUDES
YOUKU TUDOU; META INCLUDES FACEBOOK AND INSTAGRAM; GOOGLE INCLUDES YOUTUBE. ALL PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES IDENTIFY ABSOLUTE SHARE CHANGE.
GLOBAL OVERVIEW
SHARE OF WORLDWIDE DIGITAL AD SPEND ATTRIBUTABLE TO THE INDUSTRY’S LARGEST PLAYERS
SHARE OF THE DIGITAL ADVERTISING MARKET
JAN
2022

D I G I T A L M A R K E T I N G I N 2 0 2 2
SHIFTS IN HOW BRANDS ARE COMMUNICATING ONLINE
In the sports world, ‘fan tokens’
have taken off. Enabled by a
secondary app called Socios,
these branded ‘coins’ are sold
(usually for $1-$2 a piece), and
in exchange, holders given
access to a range of fan-related
membership perks. This is the
next generation of membership,
and in 2022, brands across
industries will harness this
technology to generate
heightened engagement, foster
community, and drive profit.
incentivise engagement by
experimenting with tokens.
TOKENIZED
BRANDS
In 2021, many commentators
rang the death knell for major
celebrities. But these
figureheads aren’t over, people
are just engaging with them in
new ways: 51% of Gen Zers say
that they would be more likely
to buy a product because a
celebrity recommended it. Many
are leaning into shared fandom
to connect with audiences, from
Grimes’ love of gaming to
Halsey’s cosplay content. And
brands are leaning into these
interests to form partnerships
with personality: like adidas’
partnership with anime-lover
and sprinter Noah Lyles.
humanise famous faces by
giving them a platform to
indulge in what they love.
PERSONALITY
PARTERNISHIPS
Instagram may remain the
darling of commercial content,
but with feeds more cluttered
than ever, the platform as we
know it is being repurposed to
maximise hype and draw
eyeballs. While influencers have
taken to charging brands based
on how long they want a
sponsored Story kept in the
Highlights, the grid is
transforming from a space for
brands to diarise their existence
to a space to create unmissable
events. It’s why Balenciaga
deletes its posts for new
product launches.
In 2022, brands should explore
the value of ephemerality on
social channels.
EPHEMERAL
MARKETING
PARTNER CONTENT

Digital Advertising Trends
Social ads blend in
(to stand out)
Ads that interrupt the social media experience
aren’t working anymore. Consumers respond
better to content that fits organically into
the platforms they’re using. In 2022, 51%
of marketers say they plan to spend more
on social advertising, according to our Social
Trends 2022 survey. But to truly capture the
attention of consumers, they’ll have to get
creative and ensure their ads mimic the social
experiences offered by the individual networks.
Integratedadstrategies
boost ROI confidence
Of the marketers we surveyed, the majority
of those most confident in quantifying the ROI
of social have completely integrated their social
advertising strategies with other channels like TV,
print, OOH, and digital. Moving away from siloed
social ad strategies not only allows businesses
to better measure social’s impact, but also
helps increase the effectiveness of their other
marketing activities.
Paid and organic
strategies unite
Our Social Trends 2022 survey shows
that 92% of organizations have at least
somewhat integrated their paid and
organic social efforts. Social marketers
have learned that even though paid and
organic content can be used to achieve
different goals, looking at both strategies
holistically can bring about amazing
results and accelerate growth.
With Hootsuite, you can manage your paid and organic content side-by-side.
Discover what Hootsuite Social Advertising can do for you.
PARTNER CONTENT

_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL
2022_
_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL
2022_
We are a global socially-led creative agency, with unrivaled
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With 1,000+ people in 15 oﬃces spanning four continents, we
deliver a global perspective to our clients in a time when social
media is shaping culture.
We make ideas powered by people. We understand social
behaviours within online communities, cultures and
subcultures, spanning the social and gaming landscape.
We work with the world’s biggest brands, including adidas,
Samsung, Netﬂix and Google, to reach the right people in a
strategic, relevant and effective way.
wearesocial.com
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Hootsuite is the global leader
in social media management.
Our industry-leading tools power
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From smart social listening and
engagement to AI-powered social
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and tomorrow.
We’ll help you tell your story,
engage with your audience,
build your business, and run
with the changing culture on
social, wherever it’s heading next.
Digital Advertising Trends
Social ads blend in
(to stand out)
Ads that interrupt the social media experience
aren’t working anymore. Consumers respond
better to content that fits organically into
the platforms they’re using. In 2022, 51%
of marketers say they plan to spend more
on social advertising, according to our Social
Trends 2022 survey. But to truly capture the
attention of consumers, they’ll have to get
creative and ensure their ads mimic the social
experiences offered by the individual networks.
Integratedadstrategies
boost ROI confidence
Of the marketers we surveyed, the majority
of those most confident in quantifying the ROI
of social have completely integrated their social
advertising strategies with other channels like TV,
print, OOH, and digital. Moving away from siloed
social ad strategies not only allows businesses
to better measure social’s impact, but also
helps increase the effectiveness of their other
marketing activities.
Paid and organic
strategies unite
Our Social Trends 2022 survey shows
that 92% of organizations have at least
somewhat integrated their paid and
organic social efforts. Social marketers
have learned that even though paid and
organic content can be used to achieve
different goals, looking at both strategies
holistically can bring about amazing
results and accelerate growth.
With Hootsuite, you can manage your paid and organic content side-by-side.
Discover what Hootsuite Social Advertising can do for you.
PARTNER CONTENT

Learn more at kepios.com
LEARN MORE »
LEARN MORE »
LEARN MORE »
LEARN MORE »
LEARN MORE »
Go beyond headlines and
hypotheses to understand
what people are really doing
online, and turn insights into
actionable plans and results.
We research and produce
white-label content and co-
branded reports that offer
rich insights into what people
everywhere are doing online.
Add our team’s experience
and insight to your decision-
making. Available through
regular, retained advisory, or
ad hoc for one-off sessions.
Custom keynote presentations
that bring the latest digital
trends to life at conferences,
events, and private meetings,
whether online or in person.
Interactive briefings that
make it easy to keep track of
digital trends, and identify
how evolving behaviours
will impact future success.
CONSUMER
RESEARCH
REPORTS
CONTENT
ADVISORY
SERVICES
KEYNOTE
PRESENTATIONS
DIGITAL
BRIEFINGS
In addition to producing the Global Digital Reports, we also offer:
Kepios helps the world understand what’s really happening online.
MAKE SENSE OF DIGITAL TRENDS

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80,000 topics from over 170 industries.
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With Statista, users can obtain
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Extensive
Datasets
We provide data on every mobile
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data points, updated daily.
Annually, GSMA Intelligence
publishes over 100 reports and
exclusive analyses, adding greater
insight into our data and
supporting our customers in
making stronger business choices.
Our forecasting experts provide a
five-year (and beyond) view into the
future, enabling long-term investment
planning. Updated quarterly, our
forecasts are consistently accurate
within +/- 2.5 % of reported data.
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Timely
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We serve a wide array of industries in the
mobile ecosystem and beyond, including
most of the world’s mobile operators plus
major vendors, regulators, international
institutions and vertical sectors ranging
from automotive to retail.
Industry
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Delhi Barcelona London
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Definitive data and analysis
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Semrush .Trends provides instant market overview
and competitive digital insights for those who are
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provides insights
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app, industry and
market
Websites
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Countries
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Search Terms
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Because the right intelligence
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Data quality
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Data accessibility
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to entire organization beneﬁts
Visualization
one complete view of the business,
customer and market
Dynamic
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Execution
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Measurement
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Skai’s commerce intelligence platform powers insights, decisions,
and execution for faster, more predictable go-to-market outcomes

Prior to our Digital 2021 reports, we included data
sourced from social media platforms’ self-service
advertising tools in our calculations of internet user
numbers, but we no longer include this data in our
internet user figures. This is because the user numbers
reported by social media platforms are typically based
on active user accounts, and may not represent unique
individuals. For example, one person may maintain
more than one active presence (account) on the same
social media platform. Similarly, some accounts may
represent ‘non-human’ entities, including: pets and
animals; historical figures; businesses, causes, groups,
and organisations; places of interest; etc.
As a result, the figures we report for social media users
may exceed internet user numbers. However, while this
may seem counter-intuitive or surprising, such instances
do not represent errors in the data or in our reporting.
Rather, these differences may indicate delays in the
reporting of internet user numbers, or they may indicate
higher instances of individuals managing multiple
social media accounts, or ‘non-human’ social media
accounts.
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.
footnotes of each relevant chart, but please use caution
when comparing data from different reports, because
changes to research samples, base data, research
methodologies, and approaches to reporting may
mean that values are not comparable.
Furthermore, due to the differing data collection and
treatment methodologies, and the different periods
during which data have been collected, there may be
significant differences in the reported metrics for similar
data points throughout this report. For example, data
from surveys often varies over time, even if that data
has been collected by the same organisation using the
same approach in each wave of their research.
In particular, reports of internet user numbers vary
considerably between different sources and over time.
In part, this is because there are significant challenges
associated with collecting, analysing, and publishing
internet user data on a regular basis, not least because
research into public internet use necessitates the use of
face-to-face surveys. Different organisations may also
adopt different approaches to sampling the population
for research into internet use, and variations in areas
such as the age range of the survey population, or the
balance between urban and rural respondents, may
play an important role in determining eventual findings.
Note that COVID-19 has limited internet user research.
Note: This page is a summary of our comprehensive
notes on data variance, potential mismatches,
and curiosities, which you can read in full at
https://datareportal.com/notes-on-data.
This report features data from a wide variety of
different sources, including market research agencies,
internet and social media companies, governments,
public bodies, news media, and private individuals, as
well as extrapolations and analysis of that data.
Wherever possible, we’ve prioritised data sources
that provide broader geographical coverage, in
order to minimise potential variations between data
points, and to offer more reliable comparison across
countries. However, where we believe that standalone
metrics provide a more reliable reference, we use such
standalone numbers to ensure more accurate reporting.
Please note that some data points may only be
available for a limited selection of countries, so we
may not be able to report the same data in all reports.
From time to time, we may also change the source(s)
that we use to inform specific data points. As a result,
some figures may appear to change in unexpected
ways from one report to another. Wherever we’re
aware of these changes, we include details in the
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

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 reference to third-
party data providers, however this report
does not endorse any such third parties or
their products or services, nor is this report
sponsored by, endorsed by or associated with
such third parties.
Except for those portions of this report
relating to the perspectives of Hootsuite,
We Are Social, or any other brand partner
or advertiser, this report and any opinions
contained herein have been prepared by
Kepios, and have not been specifically
approved or disapproved by Hootsuite or We
Are Social. This report is subject to change
without notice. To ensure you have the most
recent version of this report, please visit our
reports website at https://datareportal.com/.
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,
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”) on behalf of 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-
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kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose.
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Digital 2022 Global Overview Report (January 2022) v05

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