Global Digital Statbites 001

QUICK-FIRE HEADLINES AND HIGHLIGHTS FROM THE 2021GLOBAL DIGITAL REPORTS
DIGITAL 2021STATBITES
SIMON KEMP • • MARCH 2021

2 @ESKIMON
YOU CAN START ASKING QUESTIONS
NOW BY POSTING A COMMENT BELOW

DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT

DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED

7 @ESKIMON
WORKING WITH NGOS AND
NON-PROFITS TO IDENTIFY
EFFICIENT AND EFFECTIVE WAYS
TO DELIVER DIGITAL IMPACT
HELPING GOVERNMENTS
AROUND THE WORLD MAKE
SENSE OF HOW THEIR CITIZENS
USE CONNECTED TECHNOLOGY
ADVISING THE WORLD’S TOP
INVESTMENT BANKS AND
VCS ON PEOPLE’S EVOLVING
CONNECTED BEHAVIOURS
HELPING MARKETING TEAMS TO
UNDERSTAND DIGITAL TRENDS
AND PRIORITISE INVESTMENTS
OF TIME, EFFORT, AND MONEY
NGOS
GOVERNMENTS
INVESTORS
MARKETERS
KEPIOS HELPS THE WORLD MAKE SENSE OF DIGITAL

9 @ESKIMON
ESSENTIAL DIGITAL STATS
DIGITAL MOTIVATIONS
BETTER DEVICE STRATEGIES
NEW SEARCH BEHAVIOURS
SOCIAL AUDIENCE REALITIES
DIGITAL DEMOGRAPHICS
Q&A AND DISCUSSION

10 @ESKIMON
REMEMBER TO ASK YOUR QUESTIONS AS
WE GO BY POSTING COMMENTS BELOW

12 @ESKIMON
YOU’LL BE ABLE TO FIND ALL OF TODAY’S DATA
CHARTS FOR FREE ON DATAREPORTAL.COM

13 @ESKIMON
LEAVE A COMMENT BELOW IF YOU’D LIKE A
PDF COPY OF TODAY’S PRESENTATION SLIDES

15 @ESKIMON
ESSENTIAL
HEADLINES

8
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
7.83 5.22 4.66 4.20
BILLION BILLION BILLION BILLION
56.4% 66.6% 59.5% 53.6%
DIGITAL AROUND THE WORLD
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
16

17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
HOWEVER, DIGITAL ADOPTION STILL ISN’T
EVENLY DISTRIBUTED AROUND THE WORLD

OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
26
JAN
2021
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
71%
69%
68%
42%
57%
74%
62%
24%
26%
42%
56%
82%
86%
93%
96%
72%
62%
67%
90%
NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION
INTERNET USERS vs. TOTAL POPULATION BY REGION
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
18

OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
31
JAN
2021
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: FIGURES REPRESENT THE NUMBER OF PEOPLE (IN MILLIONS) WHO DO NOT USE THE INTERNET. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
12
208
543
1,128
32
74
26
341
135
238
110
54
21
14
5
121
17
60
35
THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET
THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES
19

GOOD NEWS: WE’RE STILL SEEING STRONG
GROWTH IN WORLDWIDE DIGITAL ADOPTION

490 MILLION
NEW SOCIAL MEDIA USERS OVER THE PAST YEAR

22 @ESKIMON
BUT THE IMPRESSIVE HEADLINES
AREN’T LIMITED TO USER NUMBERS

23 @ESKIMON • SOURCE: GWI (Q3 2020)
PEOPLE ARE ALSO SPENDING MORE TIME
THAN EVER BEFORE USING THE INTERNET

34
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
10:56
10:08
10:07
10:06
09:39
09:17
09:01
08:52
08:44
08:08
08:07
07:57
07:52
07:45
07:36
07:27
07:26
07:24
07:20
07:15
07:11
06:54
06:47
06:44
06:39
06:36
06:30
06:26
06:26
06:22
06:15
06:13
06:11
05:46
05:40
05:37
05:37
05:28
05:28
05:26
05:22
05:16
04:25
PHILIPPINES
BRAZIL
COLOMBIA
SOUTH
AFRICA
ARGENTINA
MALAYSIA
MEXICO
INDONESIA
THAILAND
TAIWAN
SINGAPORE
TURKEY
RUSSIA
SAUDI
ARABIA
EGYPT
ISRAEL
ROMANIA
U.A.E.
PORTUGAL
HONG
KONG
U.S.A.
WORLDWIDE
VIETNAM
POLAND
NEW
ZEALAND
INDIA
IRELAND
CANADA
U.K.
ITALY
SWEDEN
AUSTRALIA
SPAIN
AUSTRIA
SWITZERLAND
FRANCE
SOUTH
KOREA
BELGIUM
NETHERLANDS
GERMANY
CHINA
DENMARK
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
24

ON AVERAGE, INTERNET USERS NOW SPEND
MORE THAN 48 HOURS PER WEEK ONLINE

26 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020), BASED ON THE ASSUMPTION THAT PEOPLE SLEEP BETWEEN 7 AND 8 HOURS PER NIGHT
The typical internet user
now spends more than
40% of their waking life
using connected devices.

27 @ESKIMON
THIS MAY BE PARTLY BECAUSE THERE ARE MOBILE
APPS TO HELP WITH EVERY ASPECT OF OUR LIVES

208
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE.
SHOPPING
APPS
MAP
APPS
BANKING AND
FINANCIAL SERVICES APPS
HEALTH, FITNESS,
AND NUTRITION APPS
DATING AND
FRIENDSHIP APPS*
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
AND VIDEO APPS
MUSIC
APPS
GAME
APPS
69.4% 61.8% 38.7% 29.4% 11.4%
90.7% 88.4% 67.2% 52.9% 52.0%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
28

30 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM EMARKETER (NOV 2020) AND STATISTA (JAN 2021)
WE’RE ALSO SPENDING MORE
MONEY ONLINE THAN EVER BEFORE

31 @ESKIMON • SOURCE: EMARKETER (NOV 2020)
$4.2 TRILLION
WORLDWIDE RETAIL ECOMMERCE SALES IN 2020

33 @ESKIMON
BUT BEYOND GREAT TRIVIA, WHAT DOES
ALL OF THIS DATA ACTUALLY TELL US?

35 @ESKIMON
UNDERSTANDING
DIGITAL MOTIVATIONS
#1

36 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021)
WE’RE PACKING A HUGE VARIETY OF DIFFERENT
ACTIVITIES INTO OUR DAILY 6H 54M ONLINE

48
JAN
2021
63.0%
56.3%
55.6%
51.9%
51.7%
47.6%
46.4%
46.3%
44.4%
42.6%
38.7%
36.3%
35.2%
32.2%
30.7%
29.9%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP TO DATE WITH NEWS AND EVENTS
RESEARCHING HOW TO DO THINGS
WATCHING VIDEOS, TV SHOWS, AND MOVIES
FINDING NEW IDEAS OR INSPIRATION
RESEARCHING PRODUCTS AND BRANDS
ACCESSING OR LISTENING TO MUSIC
FILLING UP SPARE TIME AND GENERAL BROWSING
EDUCATION AND STUDY-RELATED ACTIVITIES
RESEARCHING PLACES, TRAVEL, AND VACATIONS
RESEARCHING HEALTH AND HEALTHCARE PRODUCTS
MANAGING FINANCES
GAMING
BUSINESS-RELATED RESEARCH
MEETING NEW PEOPLE
PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET
REASONS FOR USING THE INTERNET
37

48
JAN
2021
63.0%
56.3%
55.6%
51.9%
51.7%
47.6%
46.4%
46.3%
44.4%
42.6%
38.7%
36.3%
35.2%
32.2%
30.7%
29.9%
FINDING INFORMATION
MANAGING FINANCES
GAMING
MEETING NEW PEOPLE
38

48
JAN
2021
63.0%
56.3%
55.6%
51.9%
51.7%
47.6%
46.4%
46.3%
44.4%
42.6%
38.7%
36.3%
35.2%
32.2%
30.7%
29.9%
FINDING INFORMATION
MANAGING FINANCES
GAMING
MEETING NEW PEOPLE
39

97
JAN
2021
36.5%
35.0%
34.4%
33.0%
27.9%
27.5%
26.8%
25.1%
23.4%
21.3%
20.3%
18.9%
18.6%
17.6%
16.3%
12.5%
STAY UP-TO-DATE WITH NEWS AND CURRENT EVENTS
FIND FUNNY OR ENTERTAINING CONTENT
FILL UP SPARE TIME
STAY IN TOUCH WITH WHAT MY FRIENDS ARE DOING
SHARE PHOTOS OR VIDEOS WITH OTHERS
RESEARCH PRODUCTS TO BUY
GENERAL NETWORKING WITH OTHER PEOPLE
BECAUSE A LOT OF MY FRIENDS ARE ON THEM
SHARE MY OPINION
MEET NEW PEOPLE
NETWORK FOR WORK
MAKE SURE I DON’T MISS OUT ON ANYTHING (”FOMO”)
WATCH OR FOLLOW SPORTS EVENTS
FOLLOW CELEBRITIES AND CELEBRITY NEWS
SHARE DETAILS OF WHAT I’M DOING IN MY DAILY LIFE
PROMOTE OR SUPPORT CHARITABLE CAUSES
PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA
REASONS FOR USING SOCIAL MEDIA
40

41 @ESKIMON
THIS IS PARTICULARLY INTERESTING GIVEN THE
RECENT DEBATES RELATING TO NEWS IN SOCIAL

42 @ESKIMON
ALL SIDES NEED TO RECOGNISE THAT SOCIAL IS
A KEY SOURCE OF PUBLIC NEWS INFORMATION

43 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
ENTERTAINMENT IS ALSO A TOP MOTIVATION
FOR USING SOCIAL MEDIA PLATFORMS

45 @ESKIMON
‘ONLINE AUDIENCES’ ARE NOT A
SINGLE, HOMOGENEOUS GROUP

46 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021)
DIFFERENT PEOPLE ARE TRYING TO ACHIEVE
DIFFERENT THINGS AT DIFFERENT TIMES ONLINE

47 @ESKIMON
MARKETERS NEED TO BE MORE DELIBERATE ABOUT
CATERING TO SPECIFIC NEEDS AND CONTEXTS

48 @ESKIMON
THAT SHOULD BE OBVIOUS… SO WHY DO WE
STILL SEE THE SAME ADS ALL OVER THE INTERNET?

49 @ESKIMON
WHERE MIGHT THEY BE (E.G. AT
HOME, ON THE STREET, ETC.)?
WHAT’S THEIR SOCIAL SETTING
(E.G. ALONE OR WITH OTHERS)?
WHAT WILL THEIR MINDSET
BE IN THAT MOMENT? WHAT
FEELINGS AND EMOTIONS
MIGHT THEY BE EXPERIENCING?
WHICH PLATFORM(S) ARE THEY
USING IN THE MOMENT YOU
HOPE TO ENGAGE THEM? WHICH
DEVICE(S) WILL THEY BE USING?
WHAT IS THE PERSON YOU’RE
HOPING TO ENGAGE TRYING TO
ACHIEVE IN THE MOMENT YOU’RE
HOPING TO ENGAGE THEM?
CONTEXT &
ENVIRONMENT
MINDSET &
EMOTIONS
PLATFORMS
& DEVICES
DESIRED
OUTCOMES
BE CONSCIOUS OF YOUR AUDIENCE’S…

50 @ESKIMON
THE IMPORTANCE
OF DEVICE DIVERSITY
#2

51 @ESKIMON
‘MOBILE FIRST’ HAS BECOME A MANTRA IN
THE DIGITAL INDUSTRY – AND RIGHTLY SO

37
JAN
2021
37.7% 39.1%
45.6%
49.4% 50.8% 52.8%
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE ABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+3.9% +16.5% +8.3% +2.9% +3.9%
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
MOBILE’S SHARE OF DAILY INTERNET TIME
52

…BUT WE STILL SPEND ALMOST AS
MUCH TIME CONNECTING TO THE
INTERNET VIA PCS AND TABLETS
WE SPEND JUST OVER HALF OF OUR
TOTAL CONNECTED TIME USING THE
INTERNET ON MOBILE PHONES…
47%
vs
53%
SHARE OF ONLINE TIME BY DEVICE

44
JAN
2021
SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 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.
DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
55.7% 41.4% 2.8% 0.07%
+4.6% -5.8% +3.3% [UNCHANGED]
+244 BPS -253 BPS +9 BPS
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
SHARE OF WEB TRAFFIC BY DEVICE
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
!
55

56 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020)
PEOPLE IN MANY ‘DEVELOPED’ COUNTRIES STILL
DEFAULT TO COMPUTERS FOR ONLINE ACTIVITY

THIS IS PARTICULARLY EVIDENT WHEN IT
COMES TO ONLINE SHOPPING PREFERENCES

58
JAN
2020
SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: PERCENTAGES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO
64 WHO HAVE MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST MONTH, AND WHO SAY THAT THEY MADE AT LEAST ONE OF THOSE ONLINE PURCHASES USING A MOBILE PHONE.
90.8%
88.8%
86.8%
84.1%
83.1%
82.5%
78.9%
78.0%
76.0%
75.2%
74.7%
73.1%
72.1%
71.4%
70.8%
70.7%
70.5%
67.4%
67.1%
66.8%
62.2%
60.2%
59.3%
58.6%
58.5%
57.4%
54.9%
54.4%
54.2%
53.3%
52.8%
52.2%
52.0%
51.6%
48.6%
48.2%
47.7%
47.2%
46.2%
46.1%
46.1%
43.6%
41.7%
INDONESIA
THAILAND
PHILIPPINES
SAUDI
ARABIA
CHINA
MALAYSIA
TAIWAN
VIETNAM
U.A.E.
SOUTH
KOREA
INDIA
TURKEY
WORLDWIDE
SINGAPORE
EGYPT
MEXICO
HONG
KONG
SOUTH
AFRICA
COLOMBIA
BRAZIL
ARGENTINA
U.S.A.
ISRAEL
ITALY
IRELAND
ROMANIA
NEW
ZEALAND
U.K.
RUSSIA
SPAIN
SWEDEN
PORTUGAL
POLAND
NETHERLANDS
AUSTRALIA
CANADA
SWITZERLAND
DENMARK
GERMANY
AUSTRIA
FRANCE
JAPAN
BELGIUM
PERCENTAGE OF INTERNET USERS MAKING ONLINE PURCHASES* EACH MONTH WHO MAKE AT LEAST ONE OF THOSE PURCHASES VIA A MOBILE PHONE
ECOMMERCE USERS TRANSACTING VIA MOBILE PHONES

59 @ESKIMON
MOBILE FIRST
DOESN’T NECESSARILY MEAN
MOBILE ONLY

60 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (MAR 2021)
WE STILL NEED TO CATER TO MULTIPLE DEVICES
IN ORDER TO ENGAGE BROAD AUDIENCES

48
JAN
2021
63.0%
56.3%
55.6%
51.9%
51.7%
47.6%
46.4%
46.3%
44.4%
42.6%
38.7%
36.3%
35.2%
32.2%
30.7%
29.9%
FINDING INFORMATION
MANAGING FINANCES
GAMING
MEETING NEW PEOPLE
62

63 @ESKIMON
BUT HOW ARE INTERNET USERS LOOKING
FOR INFORMATION ONLINE TODAY?

64 @ESKIMON
THE WORLD’S EVOLVING
SEARCH BEHAVIOURS
#3

55
JAN
2021
*NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
USE A CONVENTIONAL
SEARCH ENGINE (ANY DEVICE)
USE VOICE SEARCH OR VOICE
COMMANDS (ANY DEVICE)
SEARCH FOR BRAND INFORMATION
ON SOCIAL MEDIA (ANY DEVICE)
USE IMAGE RECOGNITION
TOOLS (MOBILE DEVICES ONLY)
98.0% 45.3% 44.8% 32.9%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES
ONLINE SEARCH BEHAVIOURS
65

MORE THAN 7 IN 10 INTERNET USERS NOW GO
BEYOND CONVENTIONAL SEARCH ENGINES

56
JAN
2021
58.1%
55.7%
51.9%
51.9%
49.3%
48.8%
45.3%
45.3%
45.3%
44.4%
42.0%
41.9%
40.2%
39.9%
39.5%
38.2%
37.1%
35.1%
34.8%
34.7%
34.4%
34.1%
32.8%
32.0%
31.4%
30.8%
29.4%
28.8%
26.2%
25.2%
23.9%
23.8%
23.7%
23.3%
22.0%
21.5%
21.4%
21.0%
20.9%
20.5%
19.5%
19.2%
17.8%
INDIA
CHINA
INDONESIA
MEXICO
TURKEY
THAILAND
SAUDI
ARABIA
U.A.E.
WORLDWIDE
VIETNAM
TAIWAN
COLOMBIA
BRAZIL
U.S.A.
PHILIPPINES
SOUTH
AFRICA
ITALY
ARGENTINA
EGYPT
SPAIN
HONG
KONG
MALAYSIA
AUSTRALIA
CANADA
U.K.
SINGAPORE
NEW
ZEALAND
IRELAND
FRANCE
RUSSIA
GERMANY
SWEDEN
ROMANIA
POLAND
BELGIUM
PORTUGAL
SOUTH
KOREA
NETHERLANDS
SWITZERLAND
AUSTRIA
ISRAEL
DENMARK
JAPAN
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
67

IT’S IMPORTANT TO STRESS THAT VOICE SEARCH
ISN’T RESTRICTED TO ‘SMART SPEAKER’ DEVICES

SMART SPEAKERS ARE INTERESTING, BUT MOST
VOICE SEARCH TAKES PLACE ON SMARTPHONES

212
JAN
2021
61.9%
61.5%
60.5%
54.7%
51.4%
47.3%
46.2%
44.5%
44.4%
43.5%
40.3%
39.5%
37.0%
36.4%
35.5%
34.9%
34.0%
33.8%
33.7%
32.9%
31.7%
29.9%
29.7%
28.9%
28.9%
28.5%
27.0%
26.0%
24.8%
24.3%
22.4%
22.4%
22.3%
21.9%
21.7%
20.2%
20.0%
19.9%
19.3%
14.6%
14.2%
12.1%
10.4%
9.6%
9.2%
8.8%
8.5%
COLOMBIA
MEXICO
BRAZIL
ARGENTINA
THAILAND
INDONESIA
PORTUGAL
KENYA
VIETNAM
NIGERIA
PHILIPPINES
TAIWAN
ISRAEL
INDIA
SOUTH
AFRICA
SPAIN
ITALY
MALAYSIA
ROMANIA
WORLDWIDE
SAUDI
ARABIA
TURKEY
CHINA
POLAND
U.A.E.
EGYPT
HONG
KONG
GHANA
IRELAND
NEW
ZEALAND
CANADA
DENMARK
U.S.A.
RUSSIA
SINGAPORE
AUSTRALIA
SOUTH
KOREA
U.K.
SWEDEN
MOROCCO
SWITZERLAND
NETHERLANDS
BELGIUM
JAPAN
AUSTRIA
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
70

71 @ESKIMON
BUT IMAGE RECOGNITION TOOLS HAVEN’T BEEN
WIDELY COVERED IN THE MARKETING PRESS

72 @ESKIMON
AS A RESULT, MANY MARKETERS REMAIN
UNAWARE OF THE SCALE OF THIS OPPORTUNITY

74 @ESKIMON
IMAGE RECOGNITION TOOLS WILL BECOME
INCREASINGLY IMPORTANT IN ECOMMERCE

75 @ESKIMON
BUT PERHAPS THE MOST INTERESTING SHIFT IN
BEHAVIOURS IS THE RISE OF ‘SOCIAL SEARCH’

98
JAN
2021
84.8%
82.9%
75.1%
66.3%
65.4%
65.1%
64.9%
64.7%
63.5%
62.6%
61.6%
60.0%
60.0%
59.5%
56.4%
55.5%
54.5%
52.1%
50.6%
49.1%
46.9%
45.3%
44.8%
44.2%
43.0%
42.5%
42.0%
41.7%
39.3%
34.9%
34.9%
34.3%
33.4%
33.3%
33.0%
32.4%
31.7%
31.5%
30.3%
28.4%
28.0%
28.0%
27.8%
26.3%
26.2%
26.2%
24.1%
KENYA
NIGERIA
GHANA
COLOMBIA
PHILIPPINES
INDONESIA
ARGENTINA
MEXICO
MOROCCO
VIETNAM
BRAZIL
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
EGYPT
THAILAND
TURKEY
U.A.E.
ISRAEL
INDIA
TAIWAN
POLAND
WORLDWIDE
HONG
KONG
PORTUGAL
SINGAPORE
RUSSIA
SPAIN
ROMANIA
AUSTRALIA
NEW
ZEALAND
CHINA
IRELAND
ITALY
SWEDEN
DENMARK
U.S.A.
CANADA
BELGIUM
SWITZERLAND
FRANCE
U.K.
AUSTRIA
SOUTH
KOREA
GERMANY
JAPAN
NETHERLANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
76

99
JAN
2021
55.9%
48.1%
42.6%
36.2%
27.9%
51.0%
48.4%
42.2%
35.3%
28.3%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
77

268
JAN
2021
51.3%
51.3%
52.6%
56.4%
60.7%
53.2%
48.2%
42.4%
35.7%
28.1%
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
16 TO 24
YEARS OLD
25 TO 34
YEARS OLD
35 TO 44
YEARS OLD
45 TO 54
YEARS OLD
55 TO 64
YEARS OLD
PRIMARY CHANNELS FOR BRAND RESEARCH
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
78

79 @ESKIMON
MARKETERS NEED TO MAKE SENSE OF WHAT
THE RISE OF SOCIAL SEARCH MEANS FOR THEM

80 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021)
CRITICALLY, MOST SOCIAL MEDIA MARKETING
STILL ISN’T OPTIMISED FOR SOCIAL SEARCH

81 @ESKIMON
THE OPTIMUM TECHNIQUES FOR IMPROVING
SOCIAL SEARCH VISIBILITY VARY BY PLATFORM

82 @ESKIMON
GOOD NEWS: IMPROVING SOCIAL SEARCH
VISIBILITY CAN BE QUITE STRAIGHTFORWARD

83 @ESKIMON
EXAMPLE: ADD CATEGORY-GENERIC HASHTAGS
LIKE #COFFEE OR #YOGA TO INSTAGRAM POSTS

84 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021)
VERY FEW BIG BRANDS CURRENTLY USE GENERIC
TAGS, SO NOW IS A GOOD TIME TO EXPERIMENT

85 @ESKIMON
BUILDING A MORE STRATEGIC
SOCIAL MEDIA PLATFORM MIX
#4

93
JAN
2021
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
*NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
2,740
2,291
2,000
1,300
1,221
1,213
689
617
600
511
500
498
481
442
430
353
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
FB MESSENGER1
*
INSTAGRAM2
WEIXIN / WECHAT1
TIKTOK1
QQ1
DOUYIN1
**
SINA WEIBO1
TELEGRAM1
SNAPCHAT2
KUAISHOU1
PINTEREST1
REDDIT1
*
TWITTER2
QUORA1
*
DATA UPDATED TO:
25 JANUARY 2021
THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
THE WORLD’S MOST-USED SOCIAL PLATFORMS
86

89
JAN
2021
SOURCE: GLOBALWEBINDEX (Q3 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. IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES
PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW ENTREPRENEURS AND / OR BUSINESS PEOPLE.
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*
98.1% 90.2% 2H 25M 8.4 40.4%
PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
SOCIAL MEDIA BEHAVIOURS
88

USAGE FREQUENCY OF THESE PLATFORMS WILL
VARY, BUT AUDIENCE OVERLAPS ARE INEVITABLE

96
JAN
2021
SOURCE: GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. PERCENTAGES REPRESENT
THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE
ANY OTHER PLATFORM” COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.
WHO USE ANY
OTHER PLATFORM
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 98.9% 100.0% 92.3% 74.8% 17.7% 29.6% 53.8% 35.8% 35.2%
YOUTUBE USERS 98.7% 81.4% 100.0% 72.9% 17.6% 28.9% 52.0% 34.6% 34.3%
INSTAGRAM USERS 99.8% 85.5% 94.5% 100.0% 20.6% 35.3% 60.7% 40.5% 39.6%
REDDIT USERS 100.0% 84.1% 94.7% 85.5% 100.0% 56.8% 76.1% 56.5% 64.3%
SNAPCHAT USERS 99.9% 85.3% 94.4% 89.0% 34.4% 100.0% 68.3% 57.9% 53.8%
TWITTER USERS 99.8% 86.9% 95.3% 85.7% 25.9% 38.2% 100.0% 42.5% 42.3%
TIKTOK USERS 99.7% 85.0% 93.3% 84.2% 28.2% 47.7% 62.5% 100.0% 47.0%
PINTEREST USERS 99.8% 85.5% 94.6% 84.1% 32.9% 45.3% 63.7% 48.1% 100.0%
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORMS: USER OVERLAPS
! THE PLATFORMS INCLUDED IN THE “WHO USE ANY OTHER PLATFORM” COLUMN HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
91

92 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020). NOTE: DOES NOT INCLUDE DATA FOR USERS IN CHINA
Marketers can reach more than
98% of the users of any of the top
social media platforms on at least
one other social media platform.

ADDING EXTRA PLATFORMS MOSTLY DUPLICATES
EXISTING REACH; IT LIKELY WON’T INCREASE IT

95 @ESKIMON
AS A RESULT, TRY NOT TO GET TOO
DISTRACTED BY ACTIVE USER NUMBERS

96 @ESKIMON
CREATIVE OPPORTUNITIES AND AD EFFICIENCY
ARE MORE USEFUL THAN USER NUMBERS ALONE

97 @ESKIMON
THE CHANGING DEMOGRAPHICS
OF GLOBAL DIGITAL AUDIENCES
#5

98 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA SOURCED FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021)
OLDER USERS REPRESENT THE FASTEST GROWING
SEGMENTS OF SOME SOCIAL MEDIA AUDIENCES

108
JAN
2021
+12.0%
+10.5%
+12.0%
+6.7%
+12.2%
+16.1%
+24.4%
+14.5%
+10.7% +10.8%
+16.7%
+20.0% +19.6%
+25.0%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *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 WITH RESPECTIVE CHANGES IN TOTAL
MONTHLY ACTIVE USERS.
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
YEAR-ON-YEAR CHANGE IN FACEBOOK’S ADVERTISING REACH BY AGE GROUP AND GENDER*
ANNUAL CHANGE IN FACEBOOK ADVERTISING REACH
99

162
JAN
2021
+8.9%
+10.7% +11.4% +11.4%
+14.8%
+23.3%
+19.8%
+22.5%
+19.8%
+17.0%
+20.9%
+33.3%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR
‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL ACTIVE USERS.
 COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 20
YEARS OLD
21 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
QUARTER-ON-QUARTER CHANGE IN SNAPCHAT’S ADVERTISING REACH BY AGE GROUP AND GENDER*
QUARTERLY CHANGE IN SNAPCHAT ADVERTISING REACH
100

101 @ESKIMON
BUT DEMOGRAPHIC SURPRISES HAVEN’T
BEEN LIMITED TO SOCIAL MEDIA AUDIENCES

227
JAN
2021
77.7% 79.9% 79.9% 79.5%
75.6%
72.6%
76.6% 77.9%
74.6%
71.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION BY AGE AND GENDER
102

TWO-THIRDS OF GLOBAL INTERNET USERS AGED
55 TO 64 SAY THAT THEY PLAY VIDEO GAMES

63
JAN
2021
92.0% 90.1%
83.6%
75.2%
67.2%
95.4% 94.6%
91.0%
81.3%
67.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES BY AGE AND GENDER
105

109 @ESKIMON
ESSENTIAL DIGITAL STATS
DIGITAL MOTIVATIONS
MOBILE FIRST ≠ MOBILE ONLY
NEW SEARCH BEHAVIOURS
SOCIAL AUDIENCE OVERLAPS
EVOLVING DEMOGRAPHICS
Q&A AND DISCUSSION

110 @ESKIMON
PLEASE ASK YOUR QUESTION(S)
BY POSTING A COMMENT BELOW

SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM

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