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Digital 2020 October Global Statshot Report (October 2020) v01

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All the latest stats, insights, and trends you need to make sense of how the world is using the internet, mobile, social media, and ecommerce in October 2020. Includes in-depth profile of digital channels used for communication at work. For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com

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Digital 2020 October Global Statshot Report (October 2020) v01

  1. 1. DIGITAL2020 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE OCTOBER GLOBAL STATSHOT REPORT
  2. 2. CLICK HERE TO READ OUR DIGITAL 2020 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD CLICK HERE TO READ OUR DIGITAL 2020 GLOBAL DIGITAL YEARBOOK, WITH ESSENTIAL HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD GLOBAL DIGITAL OVERVIEW ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE DIGITAL2020 DIGITAL2020 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD GLOBAL DIGITAL YEARBOOK
  3. 3. GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
  4. 4. ! Changes to data sources, underlying data, and reporting methodologies mean that various figures in this report will not be comparable to similar figures that we published in previous Global Digital Reports. Wherever such changes affect data in this report, we have included a  COMPARABILITY ADVISORY in the footnotes of each relevant slide. These changes relate to either (1) a source change, where we have substantially changed the data sources that we use to inform data points; or (2) a base change, where either we or our data providers have made material changes to the ways in which we and / or they collect and / or report underlying data. Wherever such changes occur, we have also endeavoured to re-base the historical data we use for annual or quarterly growth figures, but where we have been unable to re-base historical data, we have included an advisory in the footnotes of each relevant slide. IMPORTANT NOTES ON CHANGES TO DATA
  5. 5. GLOBAL OVERVIEW
  6. 6. 7 OCT 2020 SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN OCTOBER 2020).  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS. URBANISATION: PENETRATION: PENETRATION: PENETRATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 7.81 5.20 4.66 4.14 BILLION BILLION BILLION BILLION 56% 67% 60% 53% DIGITAL AROUND THE WORLD IN OCTOBER 2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
  7. 7. 8 OCT 2020 SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN OCT 2020).  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS. OCT 2020 vs. OCT 2019 OCT 2020 vs. OCT 2019 OCT 2020 vs. OCT 2019 OCT 2020 vs. OCT 2019 TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS +1.0% +2.0% +7.4% +12.3% +81 MILLION +102 MILLION +321 MILLION +453 MILLION GLOBAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION
  8. 8. 9 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. USING THE INTERNET USING SOCIAL MEDIA WATCHING TELEVISION* LISTENING TO MUSIC STREAMING SERVICES USING A GAMES CONSOLE 6H 55M 2H 29M 3H 29M 1H 34M 1H 14M DAILY TIME SPENT WITH MEDIA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES global web index global web index
  9. 9. GLOBAL INTERNET USE
  10. 10. 11 OCT 2020 SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; APJII; CNNIC; UNITED NATIONS (ALL LATEST AVAILABLE DATA IN OCTOBER 2020). TIME SPENT DATA FROM GLOBALWEBINDEX (Q2 2020), BASED ON A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE CHANGES. TOTAL NUMBER OF GLOBAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL POPULATION ANNUAL GROWTH IN THE NUMBER OF GLOBAL INTERNET USERS AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET BY EACH INTERNET USER 4.66 60% +7.4% 6H 55M BILLION +321 MILLION A SNAPSHOT OF INTERNET USE AROUND THE WORLD OVERVIEW OF GLOBAL INTERNET USE
  11. 11. 12 OCT 2020 SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED OCTOBER 2020). *NOTE: ITU USER NUMBER BASED ON THE PUBLISHED PENETRATION FIGURE COMPARED TO LATEST POPULATION DATA FROM THE UNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THAT WE REPORT FOR INTERNET USERS REFERENCES DATA FROM VARIOUS DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE. AS A RESULT, OUR OVERALL FIGURE MAY NOT MATCH ANY OF THE TOTALS REPORTED ON THIS SLIDE. GLOBAL INTERNET USERS: ITU DATA* GLOBAL INTERNET USERS: CIA WORLD FACTBOOK DATA GLOBAL INTERNET USERS: INTERNETWORLDSTATS DATA GLOBAL INTERNET USERS: INTERNETLIVESTATS DATA PENETRATION: PENETRATION: PENETRATION: PENETRATION: 4.19 4.10 4.83 4.70 BILLION BILLION BILLION BILLION 54% 52% 62% 60% GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS
  12. 12. 13 OCT 2020 SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; APJII (ALL LATEST AVAILABLE DATA IN OCTOBER 2020). TIME AND SHARE DATA VIA GLOBALWEBINDEX (Q2 2020) *NOTE: FIGURES FOR SHARE BY MOBILE DEVICE TYPE REPRESENT EACH DEVICE’S SHARE OF TOTAL INTERNET USERS, NOT JUST SHARE OF MOBILE INTERNET USERS.  COMPARABILITY ADVISORY: SOURCE CHANGES. TOTAL NUMBER OF MOBILE INTERNET USERS (CELLULAR AND / OR WIFI) MOBILE INTERNET USERS AS A PERCENTAGE OF TOTAL INTERNET USERS SHARE OF ALL INTERNET USERS ACCESSING VIA A SMARTPHONE* SHARE OF ALL INTERNET USERS ACCESSING VIA A FEATURE PHONE* AVERAGE DAILY TIME SPENT USING THE INTERNET ON MOBILE DEVICES 4.28 91.8% 90.8% 3.0% 3H 37M BILLION INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES MOBILE INTERNET USE global web index global web index
  13. 13. 14 OCT 2020 SOURCE: STATCOUNTER (ACCESSED OCTOBER 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTE: FIGURES FOR DEVICE SHARE ARE FOR SEPTEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR SEPTEMBER 2020 TO SEPTEMBER 2019. 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 IN SHARE VALUES. SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: MOBILE PHONES LAPTOPS & DESKTOPS TABLET COMPUTERS OTHER DEVICES 50.2% 47.1% 2.6% 0.06% -3.0% 5.9% -28% -25% -156 BPS +261 BPS -103 BPS -2 BPS EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB TRAFFIC BY DEVICE
  14. 14. 15 OCT 2020 SOURCE: STATCOUNTER (ACCESSED OCTOBER 2020). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE VALUES ARE FOR SEPTEMBER 2020; CHANGE FIGURES COMPARE EACH BROWSER’S SHARE IN SEPTEMBER 2020 TO ITS SHARE IN SEPTEMBER 2019. CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). MICROSOFT EDGE* OPERA INTERNET EXPLORER OTHER CHROME SAFARI FIREFOX SAMSUNG INTERNET 3.1% 2.1% 1.2% 3.2% YOY: +45.6% YOY: -17.6% YOY: -46.6% YOY: -38.8% 66.3% 16.7% 4.1% 3.2% YOY: +4.1% YOY: +2.4% YOY: -8.1% YOY: -3.3% BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE SHARE OF GLOBAL WEB TRAFFIC BY BROWSER
  15. 15. 16 OCT 2020 SOURCE: OOKLA (OCTOBER 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS IN SEPTEMBER 2020, WITH COMPARISONS TO AVERAGE DOWNLOAD SPEEDS IN SEPTEMBER 2019. AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS AVERAGE SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF FIXED INTERNET CONNECTIONS 35.96 +22% 85.73 +25% MBPS MBPS AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS INTERNET CONNECTION SPEEDS: OVERVIEW
  16. 16. 17 OCT 2020 SOURCE: OOKLA (OCTOBER 2020). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN SEPTEMBER 2020, AND COMPARISONS TO AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN SEPTEMBER 2019. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN OCTOBER 2020. SLOWEST MOBILE INTERNET CONNECTION SPEEDSFASTEST MOBILE INTERNET CONNECTION SPEEDS # COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y 01 SOUTH KOREA 121.00 +27% 02 CHINA 113.35 +150% 03 UNITED ARAB EMIRATES 109.43 +67% 04 QATAR 92.85 +34% 05 NETHERLANDS 79.70 +33% 06 NORWAY 79.49 +17% 07 SAUDI ARABIA 76.37 +73% 08 CANADA 75.71 +19% 09 BULGARIA 75.66 +31% 10 AUSTRALIA 72.39 +11% 138 AFGHANISTAN 7.26 +11% 137 PALESTINE 7.71 +5.8% 136 SUDAN 8.85 -24% 135 VENEZUELA 9.00 +28% 134 SOMALIA 10.48 -11% 133 BANGLADESH 10.76 +4.4% 132 UGANDA 11.91 -9.1% 131 INDIA 12.07 +8.0% 130 IRAQ 12.24 +33% 129 ALGERIA 12.33 +61% COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS MOBILE INTERNET CONNECTION SPEED RANKINGS
  17. 17. 18 OCT 2020 SOURCE: OOKLA SPEEDTEST (OCTOBER 2020). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR SEPTEMBER 2020. 121.0 113.4 109.4 79.7 76.4 75.7 72.4 64.1 63.9 60.5 57.6 56.5 55.7 54.2 53.1 51.0 49.8 47.1 44.0 42.0 41.1 40.7 40.4 39.0 37.2 36.9 36.7 36.0 36.0 35.5 34.4 33.2 30.8 30.6 28.4 28.2 25.0 23.2 22.7 22.4 20.0 19.4 17.1 16.9 16.7 15.4 12.1 SOUTHKOREA CHINA U.A.E. NETHERLANDS SAUDIARABIA CANADA AUSTRALIA SWITZERLAND DENMARK SINGAPORE BELGIUM NEWZEALAND AUSTRIA TAIWAN SWEDEN HONGKONG FRANCE U.S.A. GERMANY PORTUGAL ITALY POLAND ROMANIA SPAIN MOROCCO SOUTHAFRICA TURKEY U.K. WORLDWIDE JAPAN THAILAND VIETNAM IRELAND MEXICO BRAZIL ARGENTINA MALAYSIA RUSSIA KENYA ISRAEL EGYPT COLOMBIA NIGERIA PHILIPPINES INDONESIA GHANA INDIA AVERAGE MOBILE INTERNET CONNECTION SPEED, IN MBPS MOBILE INTERNET CONNECTION SPEEDS
  18. 18. 19 OCT 2020 SOURCE: OOKLA (OCTOBER 2020). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN SEPTEMBER 2020, AND COMPARISONS TO AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN SEPTEMBER 2019. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN OCTOBER 2020. SLOWEST FIXED INTERNET CONNECTION SPEEDSFASTEST FIXED INTERNET CONNECTION SPEEDS # COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y 01 SINGAPORE 226.60 +15% 02 HONG KONG 210.73 +32% 03 ROMANIA 193.47 +38% 04 SWITZERLAND 178.81 +43% 05 THAILAND 175.22 +89% 06 FRANCE 173.05 +45% 07 DENMARK 162.08 +50% 08 MONACO 162.06 +21% 09 HUNGARY 161.51 +23% 10 UNITED STATES 161.14 +30% 175 TURKMENISTAN 3.4 +55% 174 YEMEN 4.25 +33% 173 CUBA 4.72 -57% 172 ALGERIA 4.81 +13% 171 MAURITANIA 6.47 +19% 170 SUDAN 7.26 -5.8% 169 BURUNDI 8.21 -9.0% 168 SYRIA 8.24 -6.4% 167 MOZAMBIQUE 8.29 +5.6% 166 VENEZUELA 8.64 +147% COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS FIXED INTERNET CONNECTION SPEED RANKINGS
  19. 19. 20 OCT 2020 SOURCE: OOKLA SPEEDTEST (OCTOBER 2020). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR SEPTEMBER 2020. 226.6 210.7 193.5 178.8 175.2 173.1 162.1 161.1 157.2 156.3 155.4 145.2 138.7 135.9 135.4 132.8 126.3 124.4 118.5 114.7 111.8 111.0 97.9 92.7 91.5 85.7 77.5 75.0 73.5 73.3 72.5 67.9 56.8 56.0 46.5 46.5 45.8 42.1 38.8 35.1 33.8 27.9 26.1 22.4 20.3 16.5 13.1 SINGAPORE HONGKONG ROMANIA SWITZERLAND THAILAND FRANCE DENMARK U.S.A. SPAIN SWEDEN SOUTHKOREA CANADA CHINA NEWZEALAND TAIWAN JAPAN PORTUGAL NETHERLANDS U.A.E. GERMANY POLAND ISRAEL BELGIUM IRELAND MALAYSIA WORLDWIDE RUSSIA U.K. SAUDIARABIA AUSTRIA ITALY BRAZIL VIETNAM AUSTRALIA GHANA INDIA ARGENTINA MEXICO COLOMBIA SOUTHAFRICA EGYPT TURKEY PHILIPPINES INDONESIA MOROCCO KENYA NIGERIA AVERAGE FIXED INTERNET CONNECTION SPEED, IN MBPS FIXED INTERNET CONNECTION SPEEDS
  20. 20. 21 OCT 2020 SOURCE: SEMRUSH (OCTOBER 2020). FIGURES REPRESENT TRAFFIC FOR SEPTEMBER 2020. NOTES: ‘UNIQUE VISITS’ 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 SITES. # WEBSITE TOTAL VISITS UNIQUE VISITS TIME PER VISIT PAGES PER VISIT # WEBSITE TOTAL VISITS UNIQUE VISITS TIME PER VISIT PAGES PER VISIT 01 GOOGLE.COM 105.0B 6.8B 25M 01S 7.77 02 YOUTUBE.COM 36.4B 3.5B 35M 16S 6.35 03 FACEBOOK.COM 25.3B 3.0B 22M 28S 6.11 04 WIKIPEDIA.ORG 17.5B 3.8B 9M 27S 2.27 05 AMAZON.COM 5.2B 1.1B 12M 04S 6.85 06 INSTAGRAM.COM 5.2B 1.2B 16M 49S 6.10 07 YAHOO.COM 4.9B 0.8B 16M 19S 4.47 08 PORNHUB.COM 4.9B 0.9B 14M 11S 8.92 09 REDDIT.COM 4.5B 0.6B 19M 23S 5.90 10 XVIDEOS.COM 4.3B 0.7B 17M 37S 9.35 11 TWITTER.COM 4.1B 1.0B 15M 57S 4.83 12 YAHOO.CO.JP 3.7B 0.2B 17M 38S 6.94 13 XNXX.COM 3.0B 0.6B 18M 06S 9.44 14 YANDEX.RU 2.7B 0.3B 20M 15S 7.19 15 LIVE.COM 2.6B 0.5B 9M 25S 4.75 16 GLOBO.COM 2.1B 0.3B 14M 22S 3.18 17 FANDOM.COM 1.6B 0.4B 10M 55S 3.13 18 VK.COM 1.6B 0.2B 26M 59S 13.98 19 MICROSOFT.COM 1.5B 0.5B 16M 29S 3.82 20 NAVER.COM 1.5B 0.1B 28M 44S 10.04 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (SEMRUSH)
  21. 21. 22 OCT 2020 SOURCE: SIMILARWEB (OCTOBER 2020). FIGURES REPRESENT TRAFFIC FOR SEPTEMBER 2020. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES. # WEBSITE TOTAL VISITS TIME PER VISIT PAGES PER VISIT # WEBSITE TOTAL VISITS TIME PER VISIT PAGES PER VISIT 01 GOOGLE.COM 84,181,000,000 11M 19S 8.6 02 YOUTUBE.COM 32,636,000,000 21M 35S 11.1 03 FACEBOOK.COM 24,338,000,000 10M 45S 8.5 04 BAIDU.COM 5,858,000,000 06M 16S 8.3 05 TWITTER.COM 5,807,000,000 11M 19S 12.1 06 WIKIPEDIA.ORG 5,278,000,000 03M 51S 3.0 07 INSTAGRAM.COM 5,238,000,000 08M 04S 11.7 08 YAHOO.COM 3,550,000,000 07M 40S 6.3 09 YANDEX.RU 3,490,000,000 10M 45S 8.5 10 PORNHUB.COM 2,851,000,000 08M 39S 7.5 11 XVIDEOS.COM 2,810,000,000 08M 45S 9.3 12 WHATSAPP.COM 2,572,000,000 02M 39S 1.6 13 AMAZON.COM 2,437,000,000 07M 09S 8.7 14 NETFLIX.COM 2,385,000,000 10M 05S 4.1 15 XNXX.COM 2,363,000,000 07M 21S 11.5 16 LIVE.COM 2,360,000,000 07M 37S 8.1 17 YAHOO.CO.JP 2,257,000,000 10M 03S 7.0 18 ZOOM.US 2,166,000,000 05M 13S 3.4 19 NAVER.COM 1,775,000,000 17M 44S 11.2 20 VK.COM 1,701,000,000 16M 57S 20.5 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
  22. 22. 23 OCT 2020 SOURCE: ALEXA (OCTOBER 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. # WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY 01 GOOGLE.COM 15M 11S 16.55 02 YOUTUBE.COM 16M 22S 8.89 03 TMALL.COM 6M 59S 3.48 04 BAIDU.COM 9M 20S 4.49 05 QQ.COM 3M 36S 3.91 06 FACEBOOK.COM 18M 56S 8.71 07 SOHU.COM 3M 40S 4.59 08 TAOBAO.COM 4M 33S 3.56 09 360.CN 3M 14S 4.08 10 JD.COM 3M 30S 4.37 11 YAHOO.COM 4M 49S 4.54 12 AMAZON.COM 10M 00S 9.25 13 WIKIPEDIA.ORG 3M 46S 3.04 14 ZOOM.US 8M 37S 3.94 15 SINA.COM.CN 2M 50S 3.4 16 WEIBO.COM 2M 57S 3.62 17 LIVE.COM 5M 19S 5.39 18 REDDIT.COM 5M 33S 4.36 19 NETFLIX.COM 4M 14S 3.19 20 XINHUANET.COM 2M 55S 5.63 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (ALEXA)
  23. 23. 24 OCT 2020 SOURCE: GOOGLE TRENDS (ACCESSED OCTOBER 2020); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). # SEARCH QUERY INDEX vs. TOP QUERY# SEARCH QUERY INDEX vs. TOP QUERY 11 CORONAVIRUS 27 12 GMAIL 25 13 TWITTER 20 14 MP3 20 15 IPHONE 20 16 TRADUCTOR 20 17 WEB WHATSAPP 19 18 CLIMA 19 19 HOTMAIL 18 20 METEO 18 01 GOOGLE 100 02 FACEBOOK 81 03 YOUTUBE 76 04 WEATHER 52 05 NEWS 46 06 AMAZON 37 07 TRANSLATE 35 08 WHATSAPP 30 09 INSTAGRAM 29 10 VIDEOS 27 BASED ON WORLDWIDE GOOGLE SEARCHES BETWEEN 01 JULY AND 30 SEPTEMBER 2020 TOP GOOGLE SEARCH QUERIES IN Q3 2020
  24. 24. 25 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. WATCH ONLINE VIDEOS WATCH VLOGS LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO STATIONS LISTEN TO PODCASTS 90% 53% 73% 47% 43% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH ONLINE CONTENT ACTIVITIES global web index global web index
  25. 25. 26 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 59% 56% 53% 51% 50% 48% 45% 45% 45% 45% 40% 39% 37% 36% 36% 35% 34% 34% 34% 34% 31% 31% 30% 30% 30% 27% 27% 26% 25% 25% 25% 22% 21% 21% 21% 21% 20% 19% 19% 18% 18% 17% 14% INDIA CHINA INDONESIA VIETNAM MEXICO TURKEY THAILAND U.A.E. WORLDWIDE SAUDIARABIA U.S.A. COLOMBIA TAIWAN BRAZIL HONGKONG PHILIPPINES ITALY SOUTHAFRICA SPAIN MALAYSIA EGYPT AUSTRALIA U.K. ARGENTINA CANADA IRELAND SINGAPORE NEWZEALAND POLAND RUSSIA FRANCE ROMANIA PORTUGAL SWITZERLAND SOUTHKOREA GERMANY SWEDEN DENMARK AUSTRIA ISRAEL NETHERLANDS BELGIUM JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS global web index
  26. 26. 27 OCT 2020 48.3% 48.2% 43.1% 32.8% 24.9% 51.7% 51.6% 46.3% 38.6% 26.6% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS global web index
  27. 27. 28 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: THE WORDING OF THE SURVEY QUESTION THAT INFORMS THIS CHART IS NOT THE SAME AS THE WORDING OF A QUESTION THAT INFORMED A CHART THAT WE INCLUDED IN PREVIOUS REPORTS ABOUT THE USE OF IMAGE SEARCH FUNCTIONALITY. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES IN PREVIOUS REPORTS. 64% 61% 59% 58% 50% 48% 46% 45% 45% 40% 39% 38% 37% 36% 35% 35% 35% 35% 34% 33% 32% 31% 30% 30% 30% 29% 28% 26% 26% 24% 23% 23% 22% 22% 22% 21% 20% 20% 19% 14% 13% 11% 10% 10% 9% 9% 9% COLOMBIA BRAZIL MEXICO ARGENTINA THAILAND PORTUGAL VIETNAM INDONESIA KENYA PHILIPPINES NIGERIA TAIWAN ROMANIA SPAIN INDIA ISRAEL MALAYSIA ITALY SOUTHAFRICA WORLDWIDE EGYPT TURKEY GHANA SAUDIARABIA CHINA POLAND U.A.E. IRELAND HONGKONG RUSSIA DENMARK U.S.A. SOUTHKOREA CANADA NEWZEALAND SINGAPORE SWEDEN U.K. AUSTRALIA MOROCCO SWITZERLAND NETHERLANDS BELGIUM AUSTRIA JAPAN FRANCE GERMANY 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 global web index
  28. 28. 29 OCT 2020 39.0% 35.6% 33.8% 29.7% 22.7% 34.7% 32.9% 31.3% 27.8% 21.6% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: THE WORDING OF THE SURVEY QUESTION THAT INFORMS THIS CHART IS NOT THE SAME AS THE WORDING OF A QUESTION THAT INFORMED A CHART THAT WE INCLUDED IN PREVIOUS REPORTS ABOUT THE USE OF IMAGE SEARCH FUNCTIONALITY. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES IN PREVIOUS REPORTS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE 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 global web index
  29. 29. 30 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. ANY DEVICE SMART PHONE PC (LAPTOP OR DESKTOP) GAMES CONSOLE TABLET DEVICE 87% 74% 42% 26% 20% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE PLAYING VIDEO GAMES: DEVICE PERSPECTIVE global web index global web index
  30. 30. 31 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 95% 94% 93% 93% 93% 92% 91% 91% 91% 89% 88% 87% 87% 87% 87% 85% 85% 85% 84% 84% 84% 83% 83% 83% 82% 82% 81% 81% 81% 80% 80% 79% 77% 77% 76% 76% 75% 73% 73% 73% 72% 71% 68% PHILIPPINES INDONESIA THAILAND INDIA TURKEY TAIWAN MEXICO VIETNAM SOUTHAFRICA MALAYSIA CHINA U.A.E. SAUDIARABIA SINGAPORE WORLDWIDE HONGKONG BRAZIL COLOMBIA ARGENTINA EGYPT SOUTHKOREA ITALY ROMANIA SPAIN PORTUGAL U.S.A. POLAND FRANCE CANADA RUSSIA SWITZERLAND ISRAEL NEWZEALAND SWEDEN AUSTRALIA U.K. DENMARK AUSTRIA IRELAND GERMANY BELGIUM NETHERLANDS JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES global web index
  31. 31. 32 OCT 2020 92.4% 89.2% 82.4% 76.5% 67.2% 95.1% 93.4% 88.9% 81.8% 66.1% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD MALE FEMALE PERCENTAGE OF INTERNET USERS WHO SAY THAT THEY PLAY VIDEO GAMES (ANY DEVICE) PLAYING VIDEO GAMES global web index
  32. 32. 33 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: THE WORDING OF THE SURVEY QUESTION THAT INFORMS THIS CHART IS NOT THE SAME AS THE WORDING OF A QUESTION THAT INFORMED A CHART THAT WE INCLUDED IN PREVIOUS REPORTS. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS. 55% 54% 51% 46% 45% 44% 44% 43% 43% 43% 42% 41% 41% 40% 40% 40% 40% 40% 39% 39% 38% 38% 37% 37% 36% 36% 36% 35% 35% 33% 32% 32% 32% 32% 32% 31% 31% 31% 31% 31% 29% 28% 25% 24% 24% 16% 16% SPAIN PORTUGAL BRAZIL POLAND CANADA IRELAND FRANCE U.K. SOUTHAFRICA BELGIUM U.S.A. MEXICO GERMANY NEWZEALAND AUSTRALIA AUSTRIA SWITZERLAND SOUTHKOREA EGYPT COLOMBIA ARGENTINA SINGAPORE MALAYSIA PHILIPPINES DENMARK ITALY ISRAEL NETHERLANDS INDONESIA WORLDWIDE HONGKONG SAUDIARABIA KENYA SWEDEN U.A.E. ROMANIA JAPAN VIETNAM INDIA TAIWAN TURKEY RUSSIA THAILAND CHINA NIGERIA MOROCCO GHANA THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE TO THOSE PUBLISHED IN PREVIOUS REPORTS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA CONCERNS ABOUT MISUSE OF PERSONAL DATA ! global web index
  33. 33. 34 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: A WIDER VARIETY OF RESPONDENTS CAN NOW ANSWER THE SURVEY QUESTION THAT INFORMS THIS CHART, COMPARED TO THE SURVEYS THAT INFORMED SIMILAR CHARTS IN PREVIOUS REPORTS. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS. 52% 51% 48% 48% 46% 46% 45% 44% 44% 44% 43% 43% 42% 42% 42% 42% 41% 41% 41% 40% 40% 39% 39% 39% 39% 39% 39% 39% 39% 38% 38% 38% 38% 38% 36% 35% 35% 34% 34% 34% 32% 31% 31% 29% 21% 20% 20% INDONESIA INDIA MALAYSIA TAIWAN CHINA SOUTHAFRICA COLOMBIA PORTUGAL POLAND PHILIPPINES AUSTRIA ROMANIA EGYPT HONGKONG WORLDWIDE ISRAEL U.A.E. IRELAND TURKEY NEWZEALAND ARGENTINA CANADA SWEDEN SPAIN SWITZERLAND BRAZIL SAUDIARABIA SINGAPORE U.S.A. MEXICO GERMANY NIGERIA KENYA THAILAND AUSTRALIA FRANCE RUSSIA BELGIUM U.K. DENMARK ITALY VIETNAM NETHERLANDS SOUTHKOREA MOROCCO JAPAN GHANA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH USE OF AD BLOCKERS THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE TO THOSE PUBLISHED IN PREVIOUS REPORTS! global web index
  34. 34. SPECIAL FOCUS: DIGITAL AT WORK
  35. 35. 36 OCT 2020 SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF PEOPLE AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. EMAIL MESSAGING SERVICES (E.G. WHATSAPP) COLLABORATION TOOLS (E.G. SLACK) VIDEO CALLS SOCIAL MEDIA 92% 79% 73% 71% 66% PERCENTAGE OF SURVEY RESPONDENTS* WHO USE EACH KIND OF PLATFORM TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK PLATFORMS USED FOR COMMUNICATION AT WORK
  36. 36. 37 OCT 2020 94.4% 92.0% 91.9% 85.1% 80.6% 92.6% 94.5% 94.1% 89.4% 81.9% SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF SURVEY RESPONDENTS WHO USE EMAIL TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK COMMUNICATION AT WORK: EMAIL global web index
  37. 37. 38 OCT 2020 92.3% 81.0% 74.7% 57.2% 47.8% 87.6% 88.6% 83.9% 65.7% 51.1% SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: ‘MESSAGING SERVICES’ INCLUDE PLATFORMS LIKE WHATSAPP, LINE, FACEBOOK MESSENGER AND SKYPE. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF SURVEY RESPONDENTS WHO USE MESSAGING SERVICES* TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK COMMUNICATION AT WORK: MESSAGING SERVICES global web index
  38. 38. 39 OCT 2020 82.6% 73.5% 67.7% 48.0% 37.1% 83.1% 82.4% 77.1% 56.9% 42.9% SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF SURVEY RESPONDENTS WHO USE VIDEO CALLS TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK COMMUNICATION AT WORK: VIDEO CALLS global web index
  39. 39. 40 OCT 2020 82.4% 68.7% 60.8% 39.8% 30.7% 82.3% 79.2% 70.3% 47.3% 33.7% SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF SURVEY RESPONDENTS WHO USE SOCIAL MEDIA TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK COMMUNICATION AT WORK: SOCIAL MEDIA global web index
  40. 40. 41 OCT 2020 86.2% 75.8% 68.0% 45.7% 38.2% 85.4% 83.6% 77.7% 59.0% 42.7% SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: ‘COLLABORATION TOOLS’ INCLUDE SERVICES SUCH AS SLACK AND MICROSOFT TEAMS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF SURVEY RESPONDENTS WHO USE COLLABORATION TOOLS* TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK COMMUNICATION AT WORK: COLLABORATION TOOLS global web index
  41. 41. 42 OCT 2020 SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: RESPONDENTS COULD CHOOSE MORE THAN ONE OPTION. 51.8% 39.1% 27.7% 27.5% 23.2% 3.9% 2.2% EMAIL THEM CALL A SALES REP FILL OUT A CONTACT FORM ON THEIR WEBSITE SPEAK TO THEM AT A TRADE EVENT CONTACT THEM VIA SOCIAL MEDIA OTHER PREFER TO BUY WITHOUT SPEAKING TO ANYONE PERCENTAGE OF B2B DECISION MAKERS WHO SAY THEY PREFER USING EACH CHANNEL TO CONTACT A SUPPLIER THEY’RE INTERESTED IN BUYING FROM B2B: PREFERRED WAYS TO CONTACT SUPPLIERS global web index
  42. 42. 43 OCT 2020 SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: RESPONDENTS COULD CHOOSE MORE THAN ONE OPTION. 45.8% 44.4% 44.2% 42.9% 42.7% 42.0% 40.6% 37.6% 36.6% 36.4% 36.3% 36.0% 35.9% 34.7% 34.0% 28.1% CONFERENCES, TRADE SHOWS, AND EVENTS RECOMMENDATION FROM EXPERTS IN MY NETWORK RECOMMENDATIONS FROM COLLEAGUES AND FRIENDS SUPPLIER WEBSITES RECOMMENDATIONS FROM INDUSTRY ANALYSTS SUPPLIER CALLS, DEMOS, OR TRIALS SEARCH ENGINE RESULTS VIDEO SITES (E.G. YOUTUBE) SOCIAL MEDIA PRINTED NEWSPAPERS AND MAGAZINES ONLINE NEWSPAPERS AND MAGAZINES USER REVIEWS ONLINE ADS BLOGS TELEVISION ADS RADIO ADS PERCENTAGE OF B2B DECISION MAKERS WHO SAY THEY DISCOVER NEW PRODUCTS AND SERVICES THROUGH EACH CHANNEL OR ACTIVITY B2B: HOW DECISION MAKERS DISCOVER NEW BRANDS global web index
  43. 43. 44 OCT 2020 SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: RESPONDENTS COULD CHOOSE MORE THAN ONE OPTION. 49.1% 46.8% 46.2% 40.0% 39.7% 39.2% 38.8% 36.5% 33.5% 30.7% RECOMMENDATION FROM EXPERTS IN MY NETWORK USER REVIEWS RECOMMENDATIONS FROM INDUSTRY ANALYSTS CONFERENCES, TRADE SHOWS, AND EVENTS SUPPLIER WEBSITES RECOMMENDATIONS FROM COLLEAGUES AND FRIENDS SUPPLIER CALLS, DEMOS, OR TRIALS SEARCH ENGINE RESULTS VIDEO SITES (E.G. YOUTUBE) SOCIAL MEDIA PERCENTAGE OF B2B DECISION MAKERS WHO SAY EACH CHANNEL IS “VERY INFLUENTIAL” WHEN RESEARCHING NEW PRODUCTS OR SERVICES TO BUY B2B: MOST INFLUENTIAL INFORMATION SOURCES global web index
  44. 44. 45 OCT 2020 SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: RESPONDENTS COULD CHOOSE MORE THAN ONE OPTION. 50.9% 48.5% 38.6% 36.2% 33.0% 29.2% 22.6% 14.4% 10.6% 10.5% 9.9% 6.9% 0.9% 0.6% 3.3% YOUTUBE FACEBOOK WHATSAPP INSTAGRAM LINKEDIN TWITTER FB MESSENGER PINTEREST SNAPCHAT REDDIT TIKTOK WECHAT LINE XING OTHER PERCENTAGE OF B2B DECISION MAKERS WHO USE EACH SOCIAL MEDIA PLATFORM WHEN RESEARCHING NEW PRODUCTS OR SERVICES TO BUY SOCIAL MEDIA CHANNELS USED FOR B2B RESEARCH global web index
  45. 45. 46 OCT 2020 SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: RESPONDENTS COULD CHOOSE MORE THAN ONE OPTION. 58.5% 57.8% 53.4% 44.7% 44.0% 37.7% 11.8% SHARE GENERAL UPDATES COMMUNICATE DIRECTLY WITH CUSTOMERS SHARE MARKETING MESSAGES READ INDUSTRY NEWS FOLLOW OTHER COMPANIES TO SELL OTHER REASONS PERCENTAGE OF SURVEY RESPONDENTS WHO SAY THAT THEIR COMPANY USES SOCIAL MEDIA FOR EACH PURPOSE WHY COMPANIES USE SOCIAL MEDIA global web index
  46. 46. GLOBAL SOCIAL MEDIA USE
  47. 47. 48 OCT 2020 SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN OCTOBER 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS SOCIAL MEDIA PENETRATION (USERS vs. TOTAL POPULATION*) ANNUAL GROWTH IN THE TOTAL NUMBER OF SOCIAL MEDIA USERS TOTAL NUMBER OF SOCIAL MEDIA USERS ACCESSING VIA MOBILE PHONES PERCENTAGE OF TOTAL SOCIAL MEDIA USERS ACCESSING VIA MOBILE 4.14 53% +12.3% 4.08 99% BILLION +453 MILLION BILLION THE NUMBER OF PEOPLE WHO ACTIVELY USE SOCIAL NETWORKS AND MESSENGER SERVICES SOCIAL MEDIA USE AROUND THE WORLD global web index
  48. 48. 49 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. VISITED OR USED A SOCIAL NETWORK OR A MESSAGING SERVICE IN THE PAST MONTH ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES 98% 90% 2H 29M 8.3 41% PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA SOCIAL MEDIA BEHAVIOURS global web index global web index
  49. 49. 50 OCT 2020 SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. FIGURES FOR PLATFORMS IDENTIFIED BY (**) ARE BASED ON THE LATEST ADVERTISING AUDIENCE REACH FIGURES REPORTED IN EACH RESPECTIVE PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. 2,701 2,000 2,000 1,300 1,206 1,158 689 648 600 523 517 433 430 430 416 400 353 300 FACEBOOK YOUTUBE* WHATSAPP FB MESSENGER* WEIXIN / WECHAT INSTAGRAM** TIKTOK QQ DOUYIN SINA WEIBO QZONE* SNAPCHAT** REDDIT KUAISHOU PINTEREST TELEGRAM TWITTER** QUORA DATA UPDATED TO: 19 OCTOBER 2020 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR ADDRESSABLE ADVERTISING AUDIENCES (IN MILLIONS) THE WORLD’S MOST-USED SOCIAL PLATFORMS
  50. 50. 51 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). *NOTES: ONLY INCLUDES USERS BETWEEN THE AGES OF 16 AND 64. DOES NOT INCLUDE USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE OF 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. THE “WHO DO NOT USE OTHER PLATFORMS” COLUMN IDENTIFIES THE PERCENTAGE OF USERS WHO DO NOT USE ANY OF THE OTHER PLATFORMS IDENTIFIED IN THE TABLE. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. WHO DO NOT USE OTHER PLATFORMS WHO ALSO USE FACEBOOK WHO ALSO USE YOUTUBE WHO ALSO USE INSTAGRAM WHO ALSO USE REDDIT WHO ALSO USE SNAPCHAT WHO ALSO USE TWITTER WHO ALSO USE TIKTOK WHO ALSO USE PINTEREST FACEBOOK USERS 3.7% 100% 90% 73% 16% 30% 52% 38% 33% YOUTUBE USERS 5.1% 82% 100% 72% 16% 30% 51% 37% 32% INSTAGRAM USERS 1.0% 86% 92% 100% 19% 36% 59% 43% 37% REDDIT USERS 1.0% 82% 90% 83% 100% 61% 74% 60% 62% SNAPCHAT USERS 1.1% 83% 91% 87% 33% 100% 66% 60% 50% TWITTER USERS 1.0% 87% 93% 84% 24% 39% 100% 45% 40% TIKTOK USERS 1.5% 85% 90% 82% 26% 48% 60% 100% 43% PINTEREST USERS 1.0% 85% 92% 82% 31% 46% 62% 50% 100% PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE A SELECTION OF OTHER SOCIAL MEDIA PLATFORMS USER OVERLAPS BETWEEN SOCIAL MEDIA PLATFORMS global web index global web index
  51. 51. 52 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 84% 84% 72% 65% 65% 64% 63% 62% 62% 60% 60% 60% 60% 59% 57% 56% 55% 52% 49% 48% 46% 44% 43% 43% 41% 41% 40% 39% 39% 34% 34% 33% 33% 33% 33% 32% 32% 32% 30% 30% 28% 28% 27% 27% 26% 24% 24% KENYA NIGERIA GHANA ARGENTINA COLOMBIA INDONESIA PHILIPPINES MEXICO VIETNAM MOROCCO BRAZIL MALAYSIA EGYPT SAUDIARABIA SOUTHAFRICA TURKEY THAILAND ISRAEL U.A.E. INDIA PORTUGAL WORLDWIDE POLAND SPAIN TAIWAN ROMANIA SINGAPORE RUSSIA HONGKONG SWEDEN DENMARK IRELAND ITALY AUSTRALIA CHINA U.S.A. CANADA NEWZEALAND FRANCE AUSTRIA BELGIUM U.K. SWITZERLAND NETHERLANDS GERMANY JAPAN SOUTHKOREA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH global web index
  52. 52. 53 OCT 2020 55.8% 46.4% 41.5% 35.3% 28.3% 50.7% 45.9% 41.3% 34.8% 25.9% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH global web index
  53. 53. IN DETAIL: FACEBOOK
  54. 54. 55 OCT 2020 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ACCESSED OCTOBER 2020). NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. NOTE THAT DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS. NUMBER OF PEOPLE THAT FACEBOOK REPORTS CAN BE REACHED WITH ADVERTS ON FACEBOOK SHARE OF POPULATION AGED 13+ THAT MARKETERS CAN REACH WITH ADVERTS ON FACEBOOK QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.14 35% +2.2% 43% 57% BILLION +45 MILLION THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FACEBOOK ADVERTISING AUDIENCE OVERVIEW
  55. 55. 56 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ 01 INDIA 310,000,000 +7% +20,000,000 02 U.S.A. 190,000,000 0% [UNCHANGED] 03 INDONESIA 140,000,000 0% [UNCHANGED] 04 BRAZIL 130,000,000 0% [UNCHANGED] 05 MEXICO 92,000,000 +3% +3,000,000 06 PHILIPPINES 81,000,000 +7% +5,000,000 07 VIETNAM 65,000,000 +2% +1,000,000 08 THAILAND 50,000,000 0% [UNCHANGED] 09 EGYPT 44,000,000 +5% +2,000,000 10= BANGLADESH 39,000,000 +3% +1,000,000 10= PAKISTAN 39,000,000 +3% +1,000,000 12 U.K. 38,000,000 +3% +1,000,000 13 TURKEY 37,000,000 0% [UNCHANGED] 14 COLOMBIA 36,000,000 +3% +1,000,000 15 FRANCE 32,000,000 0% [UNCHANGED] 16 ARGENTINA 31,000,000 +3% +1,000,000 17 ITALY 30,000,000 0% [UNCHANGED] 18= GERMANY 28,000,000 0% [UNCHANGED] 18= NIGERIA 28,000,000 +4% +1,000,000 20 MYANMAR 26,000,000 +4% +1,000,000 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL FACEBOOK ADVERTISING REACH FACEBOOK REACH RANKINGS
  56. 56. 57 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. WE ACKNOWLEDGE THAT PENETRATION RATES ABOVE 95% MAY SEEM IMPLAUSIBLE, BUT WE HAVE ELECTED TO USE SOURCE DATA AS-IS, TO ALLOW READERS TO REACH THEIR OWN JUDGEMENTS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ 01 PHILIPPINES 100%* 81,000,000 +7% 02 LIBYA 100%* 5,200,000 0% 03 MALTA 98%* 380,000 0% 04 SAMOA 98%* 130,000 0% 05 ARUBA 98%* 89,000 0% 06 MONGOLIA 97%* 2,300,000 0% 07 ECUADOR 97%* 13,000,000 0% 08 PERU 97%* 25,000,000 +4% 09 TONGA 96%* 71,000 +3% 10 U.A.E. 93% 8,000,000 -4% 11 MEXICO 92% 92,000,000 +3% 12 ICELAND 92% 260,000 0% 13 BRUNEI 91% 320,000 0% 14 QATAR 90% 2,300,000 -8% 15 CAMBODIA 90% 11,000,000 +10% 16 GUAM 90% 120,000 0% 17 MALAYSIA 89% 23,000,000 0% 18 BOLIVIA 88% 7,600,000 +4% 19 COLOMBIA 87% 36,000,000 +3% 20 ARGENTINA 87% 31,000,000 +3% COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL FACEBOOK ADVERTISING REACH COMPARED TO POPULATION AGED 13+ FACEBOOK ELIGIBLE AUDIENCE REACH RATE RANKING
  57. 57. 58 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. # RELATIVE INCREASE ▲% ▲ USERS# ABSOLUTE INCREASE ▲ USERS ▲% COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE INCREASESCOUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE INCREASES 01 MALAWI +15% +80,000 02 TIMOR-LESTE +14% +50,000 03 UGANDA +11% +300,000 04 RWANDA +11% +70,000 05 ESWATINI +10% +30,000 06 CAMBODIA +10% +1,000,000 07 VANUATU +10% +10,000 08 TAJIKISTAN +9% +30,000 09 SOLOMON ISLANDS +9% +10,000 10 LIBERIA +9% +50,000 01 INDIA +20,000,000 +7% 02 PHILIPPINES +5,000,000 +7% 03 MEXICO +3,000,000 +3% 04 EGYPT +2,000,000 +5% 05 CAMBODIA +1,000,000 +10% 06 UKRAINE +1,000,000 +7% 07 MOROCCO +1,000,000 +6% 08 SOUTH AFRICA +1,000,000 +5% 09 ALGERIA +1,000,000 +5% 10 PERU +1,000,000 +4% COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER INCREASES IN POTENTIAL FACEBOOK ADVERTISING REACH FACEBOOK AUDIENCE: LARGEST INCREASES
  58. 58. 59 OCT 2020 2.6% 9.4% 13.1% 7.5% 5.2% 3.3% 2.5% 3.2% 14.1% 19.3% 9.4% 5.2% 3.0% 2.2% SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
  59. 59. 60 OCT 2020 SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS. VALUES MAY NOT SUM TO TOTALS DUE TO ROUNDING.  COMPARABILITY ADVISORY: BASE CHANGES. AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 123,000,000 55,000,000 2.6% 68,000,000 3.2% 18-24 502,000,000 200,000,000 9.4% 302,000,000 14.1% 25-34 693,000,000 280,000,000 13.1% 413,000,000 19.3% 35-44 361,000,000 160,000,000 7.5% 201,000,000 9.4% 45-54 221,000,000 110,000,000 5.2% 111,000,000 5.2% 55-64 134,000,000 70,000,000 3.3% 64,000,000 3.0% 65+ 100,000,000 53,000,000 2.5% 47,000,000 2.2% TOTAL 2,137,000,000 929,000,000 43.5% 1,208,000,000 56.5% SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* DETAIL OF FACEBOOK’S ADVERTISING AUDIENCE
  60. 60. 61 OCT 2020 SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). BASED ON FACEBOOK USERS AGED 18 AND ABOVE. PERCENTAGE OF FACEBOOK USERS ACCESSING VIA ANY KIND OF MOBILE PHONE PERCENTAGE OF FACEBOOK USERS WHO ONLY ACCESS VIA A LAPTOP OR DESKTOP COMPUTER PERCENTAGE OF FACEBOOK USERS WHO ACCESS VIA BOTH PHONES AND COMPUTERS PERCENTAGE OF FACEBOOK USERS WHO ONLY ACCESS VIA A MOBILE PHONE 98.3% 1.7% 18.5% 79.9% THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM FACEBOOK ACCESS BY DEVICE
  61. 61. 62 OCT 2020 SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE. *NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB BROWSERS MAY ALSO INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES. PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA APPS ON ANDROID DEVICES PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA APPS ON IOS DEVICES PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA OTHER OPERATING SYSTEMS OR MOBILE WEB BROWSERS* 80.5% 14.3% 5.1% PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE BY MOBILE OPERATING SYSTEM SHARE OF FACEBOOK ACCESS BY MOBILE OS
  62. 62. 63 OCT 2020 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE. FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: NUMBER OF FACEBOOK PAGES LIKED (LIFETIME) POSTS LIKED IN THE PAST 30 DAYS (ALL POST TYPES) COMMENTS MADE IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK POSTS SHARED IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK ADVERTS CLICKED IN THE PAST 30 DAYS (ANY CLICK TYPE) 1 1 13 11 7 4 1 1 15 10 1 12 5 1 12 THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK FACEBOOK ACTIVITY FREQUENCY
  63. 63. 64 OCT 2020 13 12 11 8 6 6 13 14 16 15 12 10 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 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 MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* LIKE A POST ON FACEBOOK FACEBOOK MONTHLY POST LIKES BY AGE AND GENDER
  64. 64. 65 OCT 2020 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES DATA FOR USERS AGED 18 AND ABOVE. 19 16 16 15 15 15 14 14 14 14 14 14 14 14 14 13 13 13 13 12 12 12 12 12 12 12 12 11 11 11 10 10 9 9 9 9 9 9 8 8 8 7 6 4 2 2 ROMANIA BELGIUM BRAZIL AUSTRALIA DENMARK ITALY ARGENTINA COLOMBIA EGYPT IRELAND ISRAEL NEWZEALAND PORTUGAL SWEDEN U.K. CANADA NETHERLANDS PHILIPPINES U.A.E. AUSTRIA INDIA KENYA MEXICO NIGERIA TURKEY U.S.A. WORLDWIDE FRANCE MALAYSIA THAILAND POLAND SOUTHAFRICA INDONESIA MOROCCO SPAIN SWITZERLAND TAIWAN VIETNAM GHANA SAUDIARABIA SINGAPORE GERMANY HONGKONG RUSSIA JAPAN SOUTHKOREA MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* LIKES A POST ON FACEBOOK FACEBOOK MONTHLY POST LIKES BY GEOGRAPHY
  65. 65. 66 OCT 2020 5 6 9 11 10 7 5 4 4 4 4 3 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 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 FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* COMMENT ON A FACEBOOK POST
  66. 66. 67 OCT 2020 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES DATA FOR USERS AGED 18 AND ABOVE. 12 10 9 9 9 8 8 8 8 8 8 7 7 7 7 7 7 7 6 6 6 6 5 5 5 5 5 5 5 5 4 3 3 3 3 3 3 3 3 3 3 2 2 1 1 1 PHILIPPINES EGYPT BRAZIL MEXICO NIGERIA ARGENTINA AUSTRALIA NEWZEALAND SOUTHAFRICA THAILAND U.S.A. BELGIUM CANADA DENMARK ISRAEL ROMANIA U.K. VIETNAM COLOMBIA ITALY KENYA NETHERLANDS FRANCE INDONESIA IRELAND MALAYSIA PORTUGAL SWEDEN U.A.E. WORLDWIDE SAUDIARABIA AUSTRIA GHANA INDIA MOROCCO POLAND SINGAPORE SPAIN SWITZERLAND TAIWAN TURKEY GERMANY HONGKONG JAPAN SOUTHKOREA RUSSIA MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* COMMENTS ON A FACEBOOK POST FACEBOOK MONTHLY COMMENTS BY GEOGRAPHY
  67. 67. 68 OCT 2020 11 15 19 21 20 16 9 10 13 12 12 9 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK. 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 FACEBOOK MONTHLY AD CLICKS BY AGE AND GENDER MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* CLICK ON A FACEBOOK AD*
  68. 68. 69 OCT 2020 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: ONLY INCLUDES DATA FOR USERS AGED 18 AND ABOVE. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK. 26 24 24 23 22 21 21 21 20 20 20 20 20 19 19 19 18 18 18 17 17 17 16 16 16 16 15 15 15 15 14 14 14 12 10 10 9 8 8 8 7 7 6 6 6 6 ISRAEL DENMARK ROMANIA AUSTRALIA ITALY IRELAND NETHERLANDS NEWZEALAND MALAYSIA PORTUGAL SWEDEN U.K. U.S.A. BELGIUM POLAND TAIWAN CANADA SINGAPORE THAILAND AUSTRIA SOUTHKOREA VIETNAM ARGENTINA BRAZIL MEXICO SPAIN FRANCE GERMANY HONGKONG SWITZERLAND COLOMBIA EGYPT TURKEY WORLDWIDE MOROCCO U.A.E. PHILIPPINES INDONESIA RUSSIA SAUDIARABIA INDIA SOUTHAFRICA GHANA JAPAN KENYA NIGERIA MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* CLICKS ON A FACEBOOK AD* FACEBOOK MONTHLY AD CLICKS BY GEOGRAPHY
  69. 69. 70 OCT 2020 SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTES: 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. AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS 1.55 55.6% 22.2% 18.5% 3.6% EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
  70. 70. 71 OCT 2020 SOURCE: LOCOWISE (OCT 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTE: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO 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.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA ON THIS CHART ARE NOT COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS. ! AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: ALL POST TYPES AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: PHOTO POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: VIDEO POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: LINK POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: STATUS POSTS 0.18% 0.21% 0.26% 0.05% 0.21% DUE TO CHANGES IN FACEBOOK’S POLICIES, THE DATA ON THIS CHART USE A DIFFERENT METHODOLOGY AND DIFFERENT SOURCE DATA COMPARED TO OUR PREVIOUS REPORTS THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS
  71. 71. 72 OCT 2020 SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTE: ‘ENGAGEMENT RATE’ (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S REACTIONS, COMMENTS, AND SHARES TO 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. >100K10K-100K<10K AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH FEWER THAN 10,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH 10,000 – 100,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH MORE THAN 100,000 FANS 0.52% 0.28% 0.10% COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE
  72. 72. IN DETAIL: INSTAGRAM
  73. 73. 74 OCT 2020 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS FOR INSTAGRAM (ACCESSED OCTOBER 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. NOTE THAT DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS. NUMBER OF PEOPLE THAT INSTAGRAM REPORTS CAN BE REACHED WITH ADVERTS ON INSTAGRAM SHARE OF POPULATION AGED 13+ THAT MARKETERS CAN REACH WITH ADVERTS ON INSTAGRAM QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.16 19% +7.1% 51% 49% BILLION +76 MILLION THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM INSTAGRAM ADVERTISING AUDIENCE OVERVIEW
  74. 74. 75 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ 01 U.S.A. 140,000,000 +8% +10,000,000 02 INDIA 120,000,000 +20% +20,000,000 03 BRAZIL 95,000,000 +4% +4,000,000 04 INDONESIA 78,000,000 +7% +5,000,000 05 RUSSIA 54,000,000 +6% +3,000,000 06 TURKEY 44,000,000 +5% +2,000,000 07 JAPAN 37,000,000 +6% +2,000,000 08 MEXICO 31,000,000 +7% +2,000,000 09 U.K. 28,000,000 +4% +1,000,000 10 GERMANY 25,000,000 0% [UNCHANGED] 11 ITALY 24,000,000 +4% +1,000,000 12 FRANCE 22,000,000 +5% +1,000,000 13= ARGENTINA 20,000,000 +5% +1,000,000 13= SPAIN 20,000,000 +5% +1,000,000 15 SOUTH KOREA 16,000,000 +7% +1,000,000 16= CANADA 15,000,000 +7% +1,000,000 16= COLOMBIA 15,000,000 +7% +1,000,000 16= SAUDI ARABIA 15,000,000 +7% +1,000,000 16= THAILAND 15,000,000 +7% +1,000,000 20= EGYPT 14,000,000 +8% +1,000,000 20= PHILIPPINES 14,000,000 +8% +1,000,000 20= UKRAINE 14,000,000 +8% +1,000,000 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL INSTAGRAM ADVERTISING REACH INSTAGRAM REACH RANKINGS
  75. 75. 76 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ 01 KAZAKHSTAN 72% 10,000,000 +6% 02 BRUNEI 71% 250,000 +4% 03 ICELAND 67% 190,000 +6% 04 KUWAIT 66% 2,300,000 +5% 05 TURKEY 66% 44,000,000 +5% 06 CAYMAN ISLANDS 65% 36,000 0% 07 GUAM 63% 84,000 +4% 08 SWEDEN 63% 5,400,000 +2% 09 BAHRAIN 61% 880,000 +7% 10 CHILE 60% 9,500,000 +3% 11 CYPRUS 60% 620,000 -2% 12 ARUBA 58% 53,000 +4% 13 MONTENEGRO 57% 300,000 +3% 14 PANAMA 57% 1,900,000 0% 15 ARGENTINA 56% 20,000,000 +5% 16 BERMUDA 56% 30,000 +3% 17 ISRAEL 56% 3,700,000 +6% 18 KYRGYZSTAN 56% 2,600,000 +8% 19 NORWAY 56% 2,600,000 0% 20 URUGUAY 56% 1,600,000 0% COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL INSTAGRAM ADVERTISING REACH COMPARED TO POPULATION AGED 13+ INSTAGRAM ELIGIBLE AUDIENCE REACH RATE RANKING
  76. 76. 77 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. MULTIPLE COUNTRIES REGISTERED GROWTH OF 1 MILLION USERS DURING THE STUDY PERIOD, SO THESE COUNTRIES HAVE ALSO BEEN RANKED ON THE BASIS OF RELATIVE GROWTH.  COMPARABILITY ADVISORY: BASE CHANGES. # RELATIVE INCREASE ▲% ▲ USERS# ABSOLUTE INCREASE ▲ USERS ▲% COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE INCREASESCOUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE INCREASES* 01 MYANMAR +44% +400,000 02 CAMBODIA +41% +380,000 03 TURKMENISTAN +41% +35,000 04 LAOS +33% +110,000 05 TIMOR-LESTE +33% +18,000 06 VIETNAM +21% +1,600,000 07 INDIA +20% +20,000,000 08 MALAWI +16% +10,000 09 BURKINA FASO +14% +20,000 10 GUINEA-BISSAU +14% +3,000 01 INDIA +20,000,000 +20% 02 UNITED STATES +10,000,000 +8% 03 INDONESIA +5,000,000 +7% 04 BRAZIL +4,000,000 +4% 05 RUSSIA +3,000,000 +6% 06 MEXICO +2,000,000 +7% 07 JAPAN +2,000,000 +6% 08 TURKEY +2,000,000 +5% 09 VIETNAM +1,600,000 +21% 10 PAKISTAN +1,100,000 +13% COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER INCREASES IN POTENTIAL INSTAGRAM ADVERTISING REACH INSTAGRAM AUDIENCE: LARGEST INCREASES
  77. 77. 78 OCT 2020 3.6% 13.9% 16.5% 8.6% 4.8% 2.3% 1.3% 3.5% 15.7% 16.6% 7.3% 3.5% 1.5% 1.0% SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE
  78. 78. 79 OCT 2020 SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS. VALUES MAY NOT SUM TO TOTALS DUE TO ROUNDING.  COMPARABILITY ADVISORY: BASE CHANGES. AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 83,000,000 42,000,000 3.6% 41,000,000 3.5% 18-24 342,000,000 160,000,000 13.9% 182,000,000 15.7% 25-34 383,000,000 191,000,000 16.5% 192,000,000 16.6% 35-44 183,000,000 99,000,000 8.6% 84,000,000 7.3% 45-54 96,000,000 55,000,000 4.8% 41,000,000 3.5% 55-64 44,000,000 27,000,000 2.3% 17,000,000 1.5% 65+ 26,000,000 15,000,000 1.3% 11,000,000 1.0% TOTAL 1,158,000,000 590,000,000 50.9% 568,000,000 49.1% SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* DETAIL OF INSTAGRAM’S ADVERTISING AUDIENCE
  79. 79. 80 OCT 2020 SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. AVERAGE MONTHLY GROWTH IN ACCOUNT FOLLOWERS AVERAGE NUMBER OF MAIN FEED POSTS PER DAY PHOTO POSTS AS A PERCENTAGE OF ALL MAIN FEED POSTS VIDEO POSTS AS A PERCENTAGE OF ALL MAIN FEED POSTS CAROUSEL POSTS AS A PERCENTAGE OF ALL MAIN FEED POSTS +1.46% 1.00 59.0% 14.9% 26.1% AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
  80. 80. 81 OCT 2020 SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. *NOTE: ‘ENGAGEMENT RATE’ (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT vs. THE AVERAGES CITED HERE. AVERAGE ENGAGEMENT RATE FOR ALL POST TYPES AVERAGE ENGAGEMENT RATE FOR PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR CAROUSEL POSTS 0.96% 1.03% 0.75% 0.86% AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM ENGAGEMENT BENCHMARKS
  81. 81. 82 OCT 2020 SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. *NOTE: ‘ENGAGEMENT RATE’ (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES. >100K10K-100K<10K AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH FEWER THAN 10,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH 10,000 – 100,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH MORE THAN 100,000 FOLLOWERS 1.55% 0.99% 0.62% COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS
  82. 82. IN DETAIL: LINKEDIN
  83. 83. 84 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020).*NOTES: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL (REGISTERED) MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. NUMBER OF PEOPLE THAT LINKEDIN REPORTS CAN BE REACHED WITH ADVERTS ON LINKEDIN* SHARE OF POPULATION AGED 18+ THAT MARKETERS CAN REACH WITH ADVERTS ON LINKEDIN QUARTER-ON- QUARTER CHANGE IN LINKEDIN’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS MALE* 727 13% +3.5% 43% 57% MILLION +25 MILLION LINKEDIN ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
  84. 84. 85 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. *ADVISORY: LINKEDIN REMAINS BLOCKED FOR MANY USERS IN RUSSIA, SO ADVERTISERS MAY NOT BE ABLE TO ACHIEVE THE REACH FIGURES REPORTED HERE.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ 01 U.S.A. 170,000,000 0% [UNCHANGED] 02 INDIA 70,000,000 +3% +2,000,000 03 CHINA 60,000,000 +20% +10,000,000 04 BRAZIL 45,000,000 +5% +2,000,000 05 U.K. 29,000,000 0% [UNCHANGED] 06 FRANCE 21,000,000 +5% +1,000,000 07 CANADA 18,000,000 +6% +1,000,000 08 INDONESIA 17,000,000 +6% +1,000,000 09 MEXICO 15,000,000 0% [UNCHANGED] 10 ITALY 14,000,000 0% [UNCHANGED] 11 SPAIN 13,000,000 0% [UNCHANGED] 12 AUSTRALIA 12,000,000 +9% +1,000,000 13 GERMANY 11,000,000 0% [UNCHANGED] 14 TURKEY 9,500,000 +3% +300,000 15 PHILIPPINES 9,200,000 +3% +300,000 16 COLOMBIA 8,900,000 +3% +300,000 17 NETHERLANDS 8,900,000 +1% +100,000 18 ARGENTINA 8,200,000 +2% +200,000 19 SOUTH AFRICA 8,100,000 +1% +100,000 20 RUSSIA* 7,000,000 +1% +100,000 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL LINKEDIN ADVERTISING REACH LINKEDIN REACH RANKINGS
  85. 85. 86 OCT 2020 8.8% 25.8% 7.0% 1.0% 11.5% 34.1% 9.9% 2.0% SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP. *ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 54 YEARS OLD 55+ YEARS OLD FEMALE MALE SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE
  86. 86. IN DETAIL: SNAPCHAT
  87. 87. 88 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE. GENDER SHARE FIGURES REPORTED HERE REFLECT A SHARE OF THE TOTAL AUDIENCE FIGURE, SO WILL NOT SUM TO 100%. NUMBER OF PEOPLE THAT SNAPCHAT REPORTS CAN BE REACHED WITH ADVERTS ON SNAPCHAT SHARE OF POPULATION AGED 13+ THAT MARKETERS CAN REACH WITH ADVERTS ON SNAPCHAT QUARTER-ON- QUARTER CHANGE IN SNAPCHAT’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS MALE* 433 7.1% +9.1% 59% 39% MILLION +36 MILLION SNAPCHAT ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT
  88. 88. 89 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ 01 U.S.A. 101,900,000 +0.5% +500,000 02 INDIA 49,800,000 +47% +16,000,000 03 FRANCE 22,150,000 +7% +1,500,000 04 U.K. 19,150,000 +8% +1,500,000 05 SAUDI ARABIA 17,900,000 +3% +550,000 06 MEXICO 15,700,000 +3% +500,000 07 GERMANY 13,600,000 +8% +1,050,000 08 BRAZIL 11,200,000 -9% -1,150,000 09 PHILIPPINES 10,750,000 +19% +1,750,000 10 TURKEY 9,700,000 +8% +750,000 11 IRAQ 9,600,000 +10% +900,000 12 CANADA 9,400,000 0% [UNCHANGED] 13 EGYPT 8,900,000 +15% +1,150,000 14 INDONESIA 8,650,000 +35% +2,250,000 15 PAKISTAN 8,200,000 +30% +1,900,000 16 RUSSIA 8,150,000 +8% +600,000 17 AUSTRALIA 6,800,000 +1% +50,000 18 COLOMBIA 5,300,000 +2% +100,000 19= NETHERLANDS 5,200,000 +6% +300,000 19= NIGERIA 5,200,000 +18% +800,000 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL SNAPCHAT ADVERTISING REACH SNAPCHAT REACH RANKINGS
  89. 89. 90 OCT 2020 13.2% 12.3% 9.6% 12.6% 11.5% 7.6% 8.6% 7.8% 9.4% 5.7% SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS. 13 –17 YEARS OLD 18 – 20 YEARS OLD 21 – 24 YEARS OLD 25 – 34 YEARS OLD 35+ YEARS OLD MALEFEMALE SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE
  90. 90. 91 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS. AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 91,900,000 57,300,000 13.2% 33,100,000 7.6% 18-20 91,900,000 53,300,000 12.3% 37,500,000 8.6% 21-24 76,900,000 41,800,000 9.6% 33,900,000 7.8% 25-34 96,800,000 54,400,000 12.6% 40,900,000 9.4% 35+ 75,900,000 49,700,000 11.5% 24,900,000 5.7% TOTAL 433,300,000 256,500,000 59.2% 170,200,000 39.3% SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* DETAIL OF SNAPCHAT’S ADVERTISING AUDIENCE
  91. 91. IN DETAIL: TWITTER
  92. 92. 93 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES BASED ON AVAILABLE DATA. ADVISORY: DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. NUMBER OF PEOPLE THAT TWITTER REPORTS CAN BE REACHED WITH ADVERTS ON TWITTER SHARE OF POPULATION AGED 13+ THAT MARKETERS CAN REACH WITH ADVERTS ON TWITTER QUARTER-ON- QUARTER CHANGE IN TWITTER’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS MALE* 353 5.8% +8.4% 30% 70% MILLION +27 MILLION TWITTER ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
  93. 93. 94 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. # COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ 01 U.S.A. 68,700,000 +10% +6,150,000 02 JAPAN 51,900,000 +6% +2,800,000 03 INDIA 18,900,000 +11% +1,900,000 04= BRAZIL 16,650,000 +6% +950,000 04= U.K. 16,650,000 +9% +1,400,000 06 TURKEY 13,450,000 +6% +750,000 07 INDONESIA 13,200,000 +18% +2,000,000 08 SAUDI ARABIA 12,350,000 +3% +350,000 09 MEXICO 10,650,000 +2% +250,000 10 FRANCE 7,900,000 +11% +800,000 11 PHILIPPINES 7,800,000 +1% +50,000 12 SPAIN 7,450,000 +5% +350,000 13 THAILAND 7,350,000 +3% +200,000 14 CANADA 6,250,000 +8% +450,000 15 GERMANY 5,450,000 +30% +1,250,000 16= ARGENTINA 5,200,000 +3% +150,000 16= SOUTH KOREA 5,200,000 +11% +500,000 18 EGYPT 3,700,000 +4% +150,000 19 COLOMBIA 3,450,000 +3% +100,000 20 MALAYSIA 3,150,000 +2% +50,000 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL TWITTER ADVERTISING REACH TWITTER REACH RANKINGS
  94. 94. 95 OCT 2020 2.6% 8.0% 7.5% 7.5% 4.1% 6.5% 13.6% 21.4% 20.7% 8.2% SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP. NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES. 13 –17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 49 YEARS OLD 50+ YEARS OLD FEMALE MALE SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF TWITTER’S ADVERTISING AUDIENCE
  95. 95. IN DETAIL: PINTEREST
  96. 96. 97 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER, IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO FIGURES FOR MALE AND FEMALE SHOWN ON THIS CHART WILL NOT SUM TO 100%. ADVISORY: DATA SHOWN ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT BE REFLECTIVE OF PINTEREST’S TOTAL MONTHLY ACTIVE USER BASE. NUMBER OF PEOPLE THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST SHARE OF POPULATION AGED 13+ THAT MARKETERS CAN REACH WITH ADVERTS ON PINTEREST QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 189 3.1% +5.8% 77% 14% MILLION +10 MILLION PINTEREST ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST
  97. 97. 98 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: MARKETERS CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS, SO FIGURES PRESENTED HERE ARE BASED ON AVAILABLE DATA ONLY.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ 01 U.S.A. 97,220,000 +6% +5,820,000 02 GERMANY 15,326,000 +3% +431,000 03 U.K. 12,052,000 +1% +80,500 04 FRANCE 10,549,000 +7% +676,500 05 CANADA 10,007,000 +8% +741,000 06 ITALY 6,629,500 +26% +1,350,000 07 SPAIN 6,162,000 +9% +530,000 08 NETHERLANDS 4,734,500 +1% +36,000 09 AUSTRALIA 4,605,500 -7% -343,000 10 POLAND 2,843,500 +4% +121,500 11 BELGIUM 2,426,000 +2% +37,500 12 SWEDEN 1,738,000 -1% -10,000 13 SWITZERLAND 1,630,000 +13% +188,500 14 AUSTRIA 1,629,500 +11% +161,500 15 PORTUGAL 1,506,000 +13% +172,000 16 ROMANIA 1,171,000 -11% -142,500 17 DENMARK 1,131,500 +6% +65,000 18 GREECE 1,119,500 +9% +90,000 19 HUNGARY 1,050,000 +18% +163,000 20 CZECHIA 1,017,500 +43% +305,000 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL PINTEREST ADVERTISING REACH PINTEREST REACH RANKINGS
  98. 98. 99 OCT 2020 12.7% 31.3% 14.7% 3.9% 3.5% 8.1% 2.8% 1.7% 5.9% 2.9% 0.9% 0.9% 1.6% 0.7%0.7% 4.1% 1.7% 0.3% 0.3% 1.0% 0.3% SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: AGE GROUPS AND GENDER DEFINITIONS AS PER PINTEREST’S TOOLS. MARKETERS CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS, SO FIGURES PRESENTED HERE ARE BASED ON AVAILABLE DATA ONLY. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 49* YEARS OLD 50 – 54* YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE UNSPECIFIED SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF PINTEREST’S ADVERTISING AUDIENCE
  99. 99. OTHER SOCIAL PLATFORMS
  100. 100. 101 OCT 2020 SOURCES: COMPANY STATEMENTS; GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020) BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. NUMBER OF LOGGED-IN USERS OF YOUTUBE EACH MONTH SHARE OF POPULATION AGED 13+ THAT LOGS IN TO YOUTUBE EACH MONTH TOTAL NUMBER OF HOURS WATCHED ON YOUTUBE EACH DAY FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* 2 33% 1 44% 56% BILLION BILLION ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD YOUTUBE OVERVIEW global web index
  101. 101. 102 OCT 2020 SOURCE: FACEBOOK (LATEST AVAILABLE DATA IN OCTOBER 2020); GENDER DATA FROM GLOBALWEBINDEX (Q2 2020). *NOTES: WHATSAPP RESTRICTS USE TO PEOPLE AGED 13 AND ABOVE, AND TO PEOPLE AGED 16 AND ABOVE IN THE EU. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. TOTAL NUMBER OF WORLDWIDE USERS OF WHATSAPP SHARE OF GLOBAL POPULATION AGED 13+ THAT USES WHATSAPP* TOTAL NUMBER OF WORLDWIDE USERS OF WHATSAPP BUSINESS FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* 2 33% 50 46% 55% BILLION MILLION ESSENTIAL HEADLINES FOR WHATSAPP USE AROUND THE WORLD WHATSAPP OVERVIEW global web index
  102. 102. 103 OCT 2020 SOURCE: FACEBOOK (LATEST AVAILABLE DATA IN OCTOBER 2020). *NOTE: FACEBOOK ONLY REPORTS GENDER DATA FOR ‘FEMALE’ AND ‘MALE’. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. TOTAL NUMBER OF PEOPLE WORLDWIDE USING FACEBOOK MESSENGER SHARE OF POPULATION AGED 13+ THAT USES FACEBOOK MESSENGER MESSAGES SENT BETWEEN PEOPLE AND BUSINESSES ON MESSENGER EACH MONTH FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS 1.3 21% 10 45% 55% BILLION BILLION ESSENTIAL HEADLINES FOR FACEBOOK MESSENGER USE AROUND THE WORLD FACEBOOK MESSENGER OVERVIEW
  103. 103. 104 OCT 2020 SOURCE: TENCENT Q2 2020 EARNINGS ANNOUNCEMENT (AUGUST 2020). *NOTE: FIGURES REFLECT COMBINED DATA FOR USAGE OF BOTH WECHAT AND WEIXIN (THE VERSION OF WECHAT AVAILABLE TO USERS IN MAINLAND CHINA).  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. NUMBER OF WORLDWIDE MONTHLY ACTIVE USERS OF WECHAT AND WEIXIN* SHARE OF POPULATION AGED 13+ THAT USES WECHAT OR WEIXIN EACH MONTH QUARTER-ON-QUARTER INCREASE IN MONTHLY ACTIVE USERS OF WECHAT AND WEIXIN YEAR-ON-YEAR INCREASE IN MONTHLY ACTIVE USERS OF WECHAT AND WEIXIN 1.21 20% +0.3% +6.5% BILLION ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD WECHAT OVERVIEW
  104. 104. 105 OCT 2020 SOURCES: TIKTOK LEGAL DOCUMENTS (AUGUST 2020); DOWNLOAD DATA FROM SENSORTOWER (OCT 2020) BASED ON WORLDWIDE DATA FOR THE APPLE IOS AND GOOGLE PLAY STORES; GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020). *NOTES: DOES NOT INCLUDE DOUYIN. GENDER DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. NUMBER OF PEOPLE USING TIKTOK* AROUND THE WORLD SHARE OF POPULATION AGED 13+ THAT USES TIKTOK EACH MONTH WORLDWIDE TIKTOK APP DOWNLOADS IN SEPTEMBER 2020 FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* 689 11% 32 47% 53% MILLION MILLION ESSENTIAL HEADLINES FOR TIKTOK USE AROUND THE WORLD TIKTOK OVERVIEW global web index
  105. 105. 106 OCT 2020 SOURCE: WEIBO CORPORATION Q2 2020 EARNINGS ANNOUNCEMENT (SEPTEMBER 2020). *NOTE: SINA WEIBO RESTRICTS USE OF ITS PLATFORM TO PEOPLE AGED 14 AND ABOVE. NUMBER OF WORLDWIDE MONTHLY ACTIVE SINA WEIBO USERS SHARE OF POPULATION AGED 14+ THAT USES SINA WEIBO EACH MONTH* YEAR-ON-YEAR INCREASE IN THE NUMBER OF MONTHLY ACTIVE SINA WEIBO USERS PERCENTAGE OF ACTIVE SINA WEIBO USERS WHO ACCESS VIA MOBILE DEVICES 523 8.8% +7.6% 94% MILLION ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD SINA WEIBO OVERVIEW
  106. 106. 107 OCT 2020 SOURCES: REDDIT (ACCESSED OCTOBER 2020); GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020) BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: DAILY AD IMPRESSIONS BASED ON LATEST AVAILABLE DATA. GENDER SHARE DATA ONLY REPRESENTS USERS AGED 16 TO 64. DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. NUMBER OF WORLDWIDE MONTHLY ACTIVE REDDIT USERS SHARE OF POPULATION AGED 13+ THAT USES REDDIT EACH MONTH WORLDWIDE DAILY AD IMPRESSIONS DELIVERED ON REDDIT IN OCT 2020* FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* 430 7.1% 134 41% 59% MILLION MILLION ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD REDDIT OVERVIEW
  107. 107. 108 OCT 2020 SOURCES: TELEGRAM (OCT 2020); DOWNLOAD DATA FROM SENSORTOWER (OCT 2020) BASED ON WORLDWIDE DATA FOR THE APPLE IOS AND GOOGLE PLAY STORES; GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020). *NOTES: GENDER SHARE DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. TOTAL NUMBER OF WORLDWIDE MONTHLY ACTIVE TELEGRAM USERS SHARE OF POPULATION AGED 13+ THAT USES TELEGRAM EACH MONTH WORLDWIDE TELEGRAM APP DOWNLOADS IN SEPTEMBER 2020* FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* 400 6.6% 29 41% 59% MILLION MILLION ESSENTIAL HEADLINES FOR TELEGRAM USE AROUND THE WORLD TELEGRAM OVERVIEW
  108. 108. 109 OCT 2020 SOURCES: QUORA (ACCESSED OCTOBER 2020); GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: GENDER SHARE DATA ONLY REPRESENTS USERS AGED 16 TO 64. DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. TOTAL NUMBER OF WORLDWIDE MONTHLY ACTIVE QUORA USERS SHARE OF POPULATION AGED 13+ THAT USES QUORA EACH MONTH AVERAGE TIME EACH USER SPENDS USING QUORA’S MOBILE APP EACH DAY FEMALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL MALE AND FEMALE USERS* 300 4.9% 15 40% 60% MILLION MINUTES QUORA OVERVIEW ESSENTIAL HEADLINES FOR QUORA USE AROUND THE WORLD
  109. 109. GLOBAL MOBILE USE
  110. 110. 111 OCT 2020 SOURCE: GSMA INTELLIGENCE (OCTOBER 2020). NOTE: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURES QUOTED HERE DO NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS. NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET) UNIQUE MOBILE USERS AS A PERCENTAGE OF TOTAL POPULATION NUMBER OF MOBILE CONNECTIONS (EXCLUDING IOT) MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION AVERAGE NUMBER OF CONNECTIONS PER UNIQUE MOBILE USER 5.20 67% 7.92 101% 1.52 BILLION BILLION A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS MOBILE USERS vs. MOBILE CONNECTIONS
  111. 111. 112 OCT 2020 SOURCES: GSMA INTELLIGENCE (OCTOBER 2020); ERICSSON MOBILITY REPORT (JUNE 2020); ERICSSON MOBILITY CALCULATOR (ACCESSED OCTOBER 2020). NOTE: CONNECTIONS FIGURES DO NOT INCLUDE CELLULAR IOT CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS. TOTAL NUMBER OF MOBILE USERS (UNIQUE INDIVIDUALS) TOTAL NUMBER OF MOBILE CONNECTIONS TOTAL NUMBER OF MOBILE USERS (UNIQUE INDIVIDUALS) TOTAL NUMBER OF MOBILE CONNECTIONS GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA 6.03 8.10 BILLION BILLION 5.20 7.92 BILLION BILLION COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS PERSPECTIVES: MOBILE USERS vs. CONNECTIONS
  112. 112. 113 OCT 2020 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020). *NOTE: EXCLUDES MOBILE IOT CONNECTIONS. SHARE OF CONNECTIONS ASSOCIATED WITH SMARTPHONES SHARE OF CONNECTIONS ASSOCIATED WITH FEATURE PHONES SHARE OF CONNECTIONS ASSOCIATED WITH ROUTERS, TABLETS, AND MOBILE PCS 74.4% 22.0% 3.6% PERCENTAGE OF GLOBAL MOBILE CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE
  113. 113. 114 OCT 2020 SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED OCTOBER 2020). *NOTE: FIGURES REPRESENT THE MONTHLY AVERAGE ACROSS ALL THREE MONTHS OF THE STATED QUARTER. MONTHLY MOBILE DATA USED BY THE AVERAGE SMARTPHONE WORLDWIDE: 2.34 2.63 2.87 3.18 3.58 4.11 4.68 5.22 5.71 6.36 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 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 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 8.4GB MONTHLY AVERAGE* GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES) EVOLUTION OF GLOBAL MOBILE DATA CONSUMPTION
  114. 114. 115 OCT 2020 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020). *NOTES: AN EXABYTE IS EQUIVALENT TO 1 BILLION GIGABYTES. DATA VOLUME REFERS SOLELY TO MOBILE DATA NETWORKS, AND DOES NOT INCLUDE DATA TRANSMITTED OVER WIFI. VALUES ARE BASED ON THE LATEST REPORTED VALUES FOR 2020, AND MAY NOT MATCH THE QUARTERLY AVERAGE FIGURES SHOWN ELSEWHERE IN THIS REPORT. SHARE OF MOBILE DATA: WEB BROWSING SHARE OF MOBILE DATA: AUDIO APPS SHARE OF MOBILE DATA: FILE SHARING SHARE OF MOBILE DATA: OTHER KINDS OF APP CURRENT GLOBAL MONTHLY MOBILE DATA VOLUME* SHARE OF MOBILE DATA: VIDEO APPS SHARE OF MOBILE DATA: SOCIAL NETWORKING SHARE OF MOBILE DATA: SOFTWARE UPDATES 3.2% 1.7% 0.7% 14.3% EXABYTES EXABYTES EXABYTES EXABYTES 46.1 66.2% 10.0% 3.9% EXABYTES EXABYTES EXABYTES EXABYTES SHARE OF TOTAL GLOBAL MOBILE DATA VOLUME* BY CATEGORY OF APPLICATION SHARE OF GLOBAL MOBILE DATA BY CATEGORY
  115. 115. 116 OCT 2020 SOURCES: APP ANNIE (OCTOBER 2020); ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020); KEPIOS ANALYSIS. *NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES. NUMBER OF MOBILE APP DOWNLOADS (GLOBAL, ALL PLATFORMS) ANNUAL GROWTH IN THE NUMBER OF MOBILE APP DOWNLOADS TOTAL VALUE OF GLOBAL CONSUMER SPEND ON MOBILE APPS ANNUAL GROWTH IN THE VALUE OF CONSUMER SPEND ON MOBILE APPS AVERAGE CONSUMER SPEND ON APPS PER SMARTPHONE* 33 +9% $28 +24% $4.64 BILLION BILLION GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN USD) BETWEEN 01 JUL TO 30 SEP 2020, ACCORDING TO APP ANNIE APPS: GLOBAL TRENDS IN Q3 2020 (APP ANNIE)
  116. 116. 117 OCT 2020 SOURCE: SENSORTOWER (OCT 2020); ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020); KEPIOS ANALYSIS. *NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES. NUMBER OF MOBILE APP DOWNLOADS (GLOBAL, ALL PLATFORMS) ANNUAL GROWTH IN THE NUMBER OF MOBILE APP DOWNLOADS TOTAL VALUE OF GLOBAL CONSUMER SPEND ON MOBILE APPS ANNUAL GROWTH IN THE VALUE OF CONSUMER SPEND ON MOBILE APPS AVERAGE CONSUMER SPEND ON APPS PER SMARTPHONE* 36.5 +23% $29.3 +32% $4.86 BILLION BILLION GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN USD) BETWEEN 01 JUL TO 30 SEP 2020, ACCORDING TO SENSORTOWER APPS: GLOBAL TRENDS IN Q3 2020 (SENSORTOWER)
  117. 117. 118 OCT 2020 SOURCE: APP ANNIE (OCTOBER 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. *NOTES: DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES. DOES NOT INCLUDE PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID DEVICES AND SAFARI ON IOS DEVICES). # GAME NAME COMPANY# APP NAME COMPANY RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERSRANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS (EXCLUDING CHINA) 01 PUBG MOBILE TENCENT 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD 03 AMONG US! INNER SLOTH 04 ROBLOX ROBLOX 05 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD 06 SUBWAY SURFERS KILOO 07 FREE FIRE SEA 08 MINECRAFT POCKET EDITION MOJANG 09 POKÉMON GO NIANTIC 10 LUDO KING GAMETION 01 FACEBOOK FACEBOOK 02 WHATSAPP FACEBOOK 03 FACEBOOK MESSENGER FACEBOOK 04 INSTAGRAM FACEBOOK 05 AMAZON AMAZON 06 TWITTER TWITTER 07 NETFLIX NETFLIX 08 SPOTIFY SPOTIFY 09 TIKTOK BYTEDANCE 10 TELEGRAM TELEGRAM GLOBAL RANKINGS* OF TOP MOBILE APPS AND GAMES BY AVERAGE NUMBER OF MONTHLY ACTIVE USERS BETWEEN 01 JULY AND 30 SEPTEMBER 2020 GLOBAL MOBILE APP RANKINGS: ACTIVE USERS
  118. 118. 119 OCT 2020 SOURCE: APP ANNIE (OCTOBER 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES. # GAME NAME COMPANY# APP NAME COMPANY RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADSRANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS 01 MY TALKING TOM FRIENDS JINKE CULTURE - OUTFIT7 02 AMONG US! INNER SLOTH 03 SCRIBBLE RIDER VOODOO 04 SUBWAY SURFERS KILOO 05 CUBE SURFER VOODOO 06 FREE FIRE SEA 07 STACK COLORS VOODOO 08 TIE DYE CRAZY LABS 09 TILES HOP: EDM RUSH AMANOTES 10 HOMESCAPES PLAYRIX 01 TIKTOK BYTEDANCE 02 FACEBOOK FACEBOOK 03 WHATSAPP FACEBOOK 04 ZOOM CLOUD MEETINGS ZOOM 05 GOOGLE MEET GOOGLE 06 INSTAGRAM FACEBOOK 07 FACEBOOK MESSENGER FACEBOOK 08 SNACK VIDEO JOYO TECHNOLOGY 09 TELEGRAM TELEGRAM 10 SNAPCHAT SNAP GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN 01 JULY AND 30 SEPTEMBER 2020 GLOBAL MOBILE APP RANKINGS: DOWNLOADS
  119. 119. 120 OCT 2020 SOURCE: APP ANNIE (OCTOBER 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR CONSUMER SPEND VIA THIRD-PARTY ANDROID STORES. # GAME NAME COMPANY# APP NAME COMPANY RANKING OF MOBILE GAMES BY CONSUMER SPENDRANKING OF MOBILE APPS BY CONSUMER SPEND 01 POKÉMON GO NIANTIC 02 HONOUR OF KINGS TENCENT 03 ROBLOX ROBLOX 04 MONSTER STRIKE MIXI 05 FATE / GRAND ORDER SONY 06 COIN MASTER MOON ACTIVE 07 PUBG MOBILE TENCENT 08 LINEAGE M NCSOFT 09 GAME FOR PEACE TENCENT 10 CANDY CRUSH SAGA ACTIVISION BLIZZARD 01 TINDER TINDER 02 TIKTOK BYTEDANCE 03 YOUTUBE GOOGLE 04 DISNEY+ DISNEY 05 TENCENT VIDEO TENCENT 06 GOOGLE ONE GOOGLE 07 BIGO LIVE BIGO 08 NETFLIX NETFLIX 09 PICCOMA KAKAO 10 IQIYI BAIDU GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND BETWEEN 01 JULY AND 30 SEPTEMBER 2020 GLOBAL MOBILE APP RANKINGS: CONSUMER SPEND
  120. 120. 121 OCT 2020 SOURCE: STATCOUNTER (ACCESSED OCTOBER 2020). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR SEPTEMBER 2020. ANNUAL CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). *NOTES: 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. SHARE OF WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES* SHARE OF WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: 74.4% 25.0% 0.08% 0.22% 0.29% -2.4% +11.1% -78.9% +22.2% -59.2% PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS SHARE OF WEB TRAFFIC BY MOBILE OS
  121. 121. GLOBAL ECOMMERCE USE
  122. 122. 123 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY (ANY DEVICE) VISITED AN ONLINE RETAIL SITE OR STORE (ANY DEVICE) USED A SHOPPING APP ON A MOBILE PHONE OR ON A TABLET PURCHASED A PRODUCT ONLINE (ANY DEVICE) PURCHASED A PRODUCT ONLINE VIA A MOBILE PHONE 82% 89% 66% 74% 52% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH ECOMMERCE ACTIVITY OVERVIEW global web index global web index
  123. 123. 124 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 87% 85% 84% 83% 83% 83% 82% 81% 81% 80% 79% 78% 78% 76% 76% 75% 74% 74% 74% 74% 73% 73% 73% 73% 72% 72% 71% 71% 71% 71% 71% 70% 69% 69% 68% 67% 64% 64% 60% 58% 57% 53% 45% INDONESIA U.K. MALAYSIA GERMANY SOUTHKOREA THAILAND POLAND AUSTRIA U.S.A. TAIWAN ITALY SWITZERLAND IRELAND SINGAPORE CHINA DENMARK BELGIUM VIETNAM NETHERLANDS WORLDWIDE SPAIN CANADA ROMANIA HONGKONG SAUDIARABIA SWEDEN FRANCE TURKEY AUSTRALIA NEWZEALAND PHILIPPINES MEXICO INDIA JAPAN PORTUGAL BRAZIL U.A.E. ISRAEL ARGENTINA COLOMBIA RUSSIA SOUTHAFRICA EGYPT PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH ECOMMERCE ADOPTION global web index
  124. 124. 125 OCT 2020 75.0% 77.5% 75.9% 73.7% 70.0% 67.2% 73.8% 74.4% 75.6% 69.7% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD MALEFEMALE PERCENTAGE OF INTERNET USERS WHO SAY THEY BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH ECOMMERCE ADOPTION BY AGE AND GENDER global web index
  125. 125. 126 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 79% 71% 69% 61% 61% 61% 60% 60% 55% 55% 53% 53% 52% 50% 49% 49% 46% 45% 45% 43% 42% 42% 41% 40% 39% 39% 39% 38% 38% 38% 35% 34% 34% 34% 33% 32% 32% 31% 31% 30% 30% 29% 29% INDONESIA THAILAND MALAYSIA SAUDIARABIA PHILIPPINES SOUTHKOREA CHINA TAIWAN VIETNAM SINGAPORE INDIA TURKEY WORLDWIDE HONGKONG U.A.E. MEXICO U.K. U.S.A. IRELAND BRAZIL COLOMBIA ITALY POLAND ROMANIA NETHERLANDS ARGENTINA SWEDEN ISRAEL SPAIN AUSTRIA GERMANY EGYPT AUSTRALIA NEWZEALAND DENMARK SWITZERLAND PORTUGAL SOUTHAFRICA RUSSIA CANADA FRANCE BELGIUM JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH MOBILE ECOMMERCE ADOPTION global web index
  126. 126. 127 OCT 2020 59.9% 59.5% 55.5% 44.5% 30.2% 51.2% 54.6% 52.4% 45.4% 28.1% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER global web index
  127. 127. 128 OCT 2020 26.0% 30.3% 32.0% 39.8% 47.0% 28.4% 32.3% 35.0% 44.9% 51.6% SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH PERSPECTIVE: ECOMMERCE PURCHASE VIA A COMPUTER global web index
  128. 128. 129 OCT 2020 SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 77% 75% 74% 73% 72% 71% 70% 70% 69% 69% 68% 68% 68% 67% 67% 66% 65% 64% 62% 62% 61% 61% 61% 60% 60% 59% 59% 58% 58% 58% 56% 52% 52% 51% 51% 51% 50% 49% 49% 48% 47% 47% 46% 46% 34% 33% 33% SOUTHKOREA POLAND SWEDEN NEWZEALAND RUSSIA KENYA U.K. BELGIUM BRAZIL PORTUGAL CANADA DENMARK NETHERLANDS FRANCE CHINA AUSTRALIA NIGERIA SINGAPORE SWITZERLAND IRELAND SOUTHAFRICA ITALY SPAIN JAPAN WORLDWIDE HONGKONG MALAYSIA ISRAEL ARGENTINA U.S.A. TURKEY INDIA SAUDIARABIA ROMANIA INDONESIA GHANA MEXICO AUSTRIA GERMANY TAIWAN VIETNAM THAILAND U.A.E. COLOMBIA MOROCCO EGYPT PHILIPPINES PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY WOULD PREFER TO PAY WITHOUT USING CASH (REGARDLESS OF CHANNEL) RETAIL PAYMENT PREFERENCES: PREFER TO AVOID CASH global web index

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