Digital in 2018 in Eastern Asia

DIGITAL IN 2018 IN
EASTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION

3
COUNTRIES INCLUDED IN EACH ASIA REPORT
ARMENIA
AZERBAIJAN
CYPRUS
GEORGIA
ISRAEL
JORDAN
LEBANON
PALESTINE
SYRIA
TURKEY
BAHRAIN
IRAQ
KUWAIT
OMAN
QATAR
SAUDI ARABIA
UNITED ARAB EMIRATES
YEMEN
KAZAKHSTAN
KYRGYZSTAN
TAJIKISTAN
TURKMENISTAN
UZBEKISTAN
AFGHANISTAN
BANGLADESH
BHUTAN
INDIA
IRAN
MALDIVES
NEPAL
PAKISTAN
SRI LANKA
CHINA
HONG KONG
JAPAN
KOREA, NORTH
KOREA, SOUTH
MACAU
MONGOLIA
TAIWAN
CAMBODIA
LAOS
MYANMAR
THAILAND
VIETNAM
BRUNEI
INDONESIA
MALAYSIA
PHILIPPINES
SINGAPORE
TIMOR-LESTE
WESTERN ASIA
PART 1: NORTH-WEST
WESTERN ASIA
PART 2: SOUTH-EAST
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST ASIA
PART 1: NORTH-WEST
EASTERN
ASIA
SOUTHEAST ASIA
PART 1: SOUTH-EAST
DIGITAL IN 2018 IN
NORTHERN AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
WESTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
NORTH-
WEST
DIGITAL IN 2018 IN
WESTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
SOUTH-
EAST
DIGITAL IN 2018 IN
CENTRAL ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
SOUTHERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
SOUTHEAST ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
NORTH-
WEST
DIGITAL IN 2018 IN
SOUTHEAST ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
SOUTH-
EAST
DIGITAL IN 2018 IN
EASTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION

1
GLOBAL YEARBOOK BRUNEI DOMINICAN REP. GUYANA LIBERIA NEPAL ST KITTS & NEVIS TAJIKISTAN
AFGHANISTAN BULGARIA ECUADOR HAITI LIBYA NETHERLANDS ST LUCIA TANZANIA
ALBANIA BURKINA FASO EGYPT HONDURAS LIECHTENSTEIN NEW CALEDONIA ST MARTIN THAILAND
ALGERIA BURUNDI EL SALVADOR HONG KONG LITHUANIA NEW ZEALAND ST PIERRE & MIQUELON TIMOR-LESTE
AMERICAN SAMOA CABO VERDE EQUATORIAL GUINEA HUNGARY LUXEMBOURG NICARAGUA ST VINCENT, GRENADINES TOGO
ANDORRA CAMBODIA ERITREA ICELAND MACAU NIGER SAMOA TOKELAU
ANGOLA CAMEROON ESTONIA INDIA TFYR MACEDONIA NIGERIA SAN MARINO TONGA
ANGUILLA CANADA ETHIOPIA INDONESIA MADAGASCAR NIUE SÃO TOMÉ & PRÍNCIPE TRINIDAD & TOBAGO
ANTIGUA & BARBUDA CAYMAN IS. FAROE IS. IRAN MALAWI NORFOLK IS. SAUDI ARABIA TUNISIA
ARGENTINA CENTRAL AFRICAN REP. FALKLAND IS. IRAQ MALAYSIA NORTHERN MARIANA IS. SENEGAL TURKEY
ARMENIA CHAD FIJI IRELAND MALDIVES NORWAY SERBIA TURKMENISTAN
ARUBA CHILE FINLAND ISLE OF MAN MALI OMAN SEYCHELLES TURKS & CAICOS IS.
AUSTRALIA CHINA FRANCE ISRAEL MALTA PAKISTAN SIERRA LEONE TUVALU
AUSTRIA CHRISTMAS IS. FRENCH GUIANA ITALY MARSHALL IS. PALAU SINGAPORE UGANDA
AZERBAIJAN COCOS IS. FRENCH POLYNESIA JAMAICA MARTINIQUE PALESTINE ST MAARTEN UKRAINE
BAHAMAS COLOMBIA GABON JAPAN MAURITANIA PANAMA SLOVAKIA U.A.E.
BAHRAIN COMOROS GAMBIA JERSEY MAURITIUS PAPUA NEW GUINEA SLOVENIA U.K.
BANGLADESH CONGO, DEM. REP. GEORGIA JORDAN MAYOTTE PARAGUAY SOLOMON IS. U.S.A.
BARBADOS CONGO, REP. GERMANY KAZAKHSTAN MEXICO PERU SOMALIA URUGUAY
BELARUS COOK IS. GHANA KENYA MICRONESIA PHILIPPINES SOUTH AFRICA UZBEKISTAN
BELGIUM COSTA RICA GIBRALTAR KIRIBATI MOLDOVA POLAND SOUTH SUDAN VANUATU
BELIZE CÔTE D'IVOIRE GREECE KOREA, NORTH MONACO PORTUGAL SPAIN VENEZUELA
BENIN CROATIA GREENLAND KOREA, SOUTH MONGOLIA PUERTO RICO SRI LANKA VIETNAM
BERMUDA CUBA GRENADA KOSOVO MONTENEGRO QATAR SUDAN BRITISH VIRGIN IS.
BHUTAN CURAÇAO GUADELOUPE KUWAIT MONTSERRAT RÉUNION SURINAME U.S. VIRGIN IS.
BOLIVIA CYPRUS GUAM KYRGYZSTAN MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABA CZECH REP. GUATEMALA LAOS MOZAMBIQUE RUSSIA SWEDEN WESTERN SAHARA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LATVIA MYANMAR RWANDA SWITZERLAND YEMEN
BOTSWANA DJIBOUTI GUINEA LEBANON NAMIBIA ST BARTHÉLEMY SYRIA ZAMBIA
BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN-DEPTH COUNTRY REPORTS

6
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
JAN
2018
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL AROUND THE WORLD IN 2018KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
7.593 4.021 3.196 5.135 2.958
BILLION BILLION BILLION BILLION BILLION
55% 53% 42% 68% 39%

7
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
+7% +13% +4% +14%
+248 MILLION +362 MILLION +218 MILLION +360 MILLION

8
GLOBAL
AVERAGE:
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY
AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPE EASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
INTERNET PENETRATION BY REGIONJAN
2018 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
53%
88%
61%
48%
68%
94%
90% 77%
74%
49%
39%
12%
27%
51%
65%
50%
36%
57%
58%
69%

9
GLOBAL
AVERAGE:
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPE EASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
SOCIAL MEDIA PENETRATION BY REGIONJAN
2018 TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
42%
70%
59%
40%
63%
66%
54% 56%
45%
38%
11%
6%
7%
31%
55%
12%
20%
64%
55%
55%

10
GLOBAL
AVERAGE:
SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPE EASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
MOBILE CONNECTIVITY BY REGIONJAN
2018 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS)
112%
103%
96%
74%
115%
123%
119% 126%
157%
106%
89%
58%
61%
147%
108%
98%
91%
103%
141%
110%

11
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN
2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY:
PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU
DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
27 JANUARY 2018
2,167
1,500
1,300
1,300
980
843
800
794
568
376
330
300
300
260
260
255
250
203
200
117
100
97
63
49
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WECHAT
QQ
INSTAGRAM
TUMBLR**
QZONE
SINA WEIBO
TWITTER
BAIDU TIEBA*
SKYPE*
LINKEDIN**
VIBER*
SNAPCHAT**
REDDIT
LINE
PINTEREST
YY
TELEGRAM*
VKONTAKTE
BBM*
KAKAOTALK

12
TOP MESSENGER APPS BY COUNTRYJAN
2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES
IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
WHATSAPP (128)
FACEBOOK MESSENGER (72)
VIBER (10)
WECHAT (3)
LINE (3)
TELEGRAM (3)
IMO (3)
KAKAOTALK (1)
HANGOUTS (1)
ANDROID MESSENGER (1)
NO DATA (14)

13
With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an
essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives,
whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding
love. As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital
integration into everything they do – just as our audiences already have. Here are some tips to help with that:
WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018
Start with what people
really need and want,
and not just what the
technology can do
Focus on creating
mutual value at every
opportunity, instead of
simply ‘selling more stuff’
Make it easy for people
to buy online as soon
as they’re ready,
wherever they are
Harness digital tools to
keep the conversation
going, even after you
make a successful sale
To learn more about what these Digital, Social and Mobile trends
mean for your brand, click here to download our Think Forward report.

14
HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS
The evolution of social ROI. It's the end of the road for vanity metrics. Expect to see more organisations evolve their metrics
as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue,
mitigating risk, and attracting talent.
Mobile fuels the growth of social TV. In 2018, social networks will encourage brands to become broadcasters as mobile
video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social
networks—such as mobile video views—might not help your organisation achieve your own business outcomes.
Trust declines, while peer influence rises. From Trump’s tumultuous triumph over traditional media to the fake news
phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and
moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever.
Humans, meet AI. The machines have risen. And marketers have discovered they can be delightfully useful. But while
marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these human-
less engagements.
The promise (and reality) of social data. From tying together analytics systems to CRM integrations, marketers
underestimated the complexity of social data initiatives. Organisations must recalculate the effort and resources needed to
turn social data into a true—and unified—source of customer insights.
Click here to download our 2018 Social Media Trends Toolkit to align
your strategy with the year’s key social network and digital trends.

11
CLICK HERE TO READ ‘DIGITAL IN 2018’,
OUR MAIN GLOBAL OVERVIEW REPORT
DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

18
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
DIGITAL IN CHINA
1,412 751 911 1,119 911
MILLION MILLION MILLION MILLION MILLION
58% 53% 65% 79% 65%

19
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
ANNUAL DIGITAL GROWTH
+3% +10% +3% +10%
+20 MILLION +85 MILLION +33 MILLION +85 MILLION

20
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
1,412 48.5% 51.5% +0.4% 37.7
MILLION YEARS OLD
58% $15,559 96% 95% 98%

21
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
97% 83% 53% 20%
94% 19% 2% 8%

22
AVERAGE DAILY TIME
SPENT USING THE
INTERNET VIA ANY DEVICE
AVERAGE DAILY TIME
SPENT USING SOCIAL
MEDIA VIA ANY DEVICE
AVERAGE DAILY TV VIEWING TIME
(BROADCAST, STREAMING
AND VIDEO ON DEMAND)
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS.
6H 30M 2H 00M 2H 43M 1H 04M

23
BELIEVE THAT NEW
TECHNOLOGIES OFFER MORE
OPPORTUNITIES THAN RISKS
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
BELIEVE DATA PRIVACY
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
ATTITUDES TOWARDS DIGITALHOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES
USE AN AD-BLOCKING
TOOL TO STOP ADVERTS
BEING DISPLAYED
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT
INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX
FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS.
58% 64% 86% 48% 54%

24
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018
INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES;
REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
751.3 53% 706.2 50%
MILLION MILLION

25
INTERNET
WORLD STATS
ITU (INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018
INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
738.5 751.3 721.4 751.3
MILLION MILLION MILLION MILLION

26
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1 7 31 ?
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
83% 12% 3% 2%

27
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
63.69 32.52 5% 15% 75%
MBPS MBPS

28
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018
SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
37% 61% 2% [N/A]
-12% +10% -19% [N/A]

29
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
WEEKLY ONLINE ACTIVITIES BY DEVICEPERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
30% 34% 18% 27% 11%
16% 11% 10% 11% 4%

30
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018
FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
30% 40% 17% 5% 8%

31
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
82% 16% 23% 19% 25%

32
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018
SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
911.4 65% 911.4 65%
MILLION MILLION

33
JAN
2018
MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART
OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. WE’VE REVISED OUR APPROACH TO REBASING
SOCIAL PLATFORM DATA FOR CHINA THIS YEAR, SO THESE FIGURES ARE NOT DIRECTLY COMPARABLE TO OUR DIGITAL IN 2017 REPORT. ADVISORY: FIGURES ARE BASED ON RESPONSES
TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT.
SOCIAL NETWORK
46%
33%
31%
31%
20%
16%
10%
7%
5%
WECHAT
QZONE
YOUKU
SINA WEIBO
TENCENT WEIBO
TUDOU
RENREN
LINKEDIN
SKYPE
NOTE: FIGURES ON THIS CHART ARE BASED
ON RESPONSES TO A SURVEY, AND MAY NOT
MATCH THE MONTHLY ACTIVE USER (MAU)
FIGURES PUBLISHED BY THE RESPECTIVE
SOCIAL MEDIA COMPANIES. FOR REFERENCE,
TENCENT’S REPORTS INDICATE APPROX. 911M
WECHAT MAUs IN CHINA (65% PENTRATION).

34
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018
MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1,119 79% 1,396 99% 1.25
BILLION BILLION

35
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G & 4G)
JAN
2018
MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1.40 99% 77% 23% 82%
BILLION

36
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
MOBILE CONNECTIVITY INDEXGSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
70.73 63.51 70.38 73.41 76.25

37
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
USING MOBILE BANKING
JAN
2018
MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
49% 41% 39% 34% 38%

38
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018
SMARTPHONE LIFE MANAGEMENT ACTIVITIESPERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
36% 12% 31% 4%
39% 35% 21% 7%

39
JAN
2018
TOP APP RANKINGSRANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
# APP NAME DEVELOPER / COMPANY
01
02
03
04
05
06
07
08
09
10
RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
01
02
03
04
05
06
07
08
09
10
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED
ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.
WECHAT TENCENT
QQ TENCENT
TAOBAO ALIBABA GROUP
ALIPAY ANT FINANCIAL SERVICES GROUP
WIFI MASTER KEY SHANGHAI LANTERN NETWORK
TENCENT VIDEO TENCENT
IQIYI BAIDU
KUGOU MUSIC TENCENT
BAIDU BAIDU
QQ BROWSER TENCENT
WECHAT TENCENT
QQ TENCENT
TENCENT VIDEO TENCENT
ALIPAY ANT FINANCIAL SERVICES GROUP
BAIDU BAIDU
IQIYI BAIDU
YOUKU ALIBABA GROUP
PINDUODUO XUNMENG
JINGDONG JINGDONG

40
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018
FINANCIAL INCLUSION FACTORSPERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
79% 16% [N/A] 19%
14% 17% 21% 17%

41
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
JAN
2018
E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
43% 51% 45% 39% 39%

42
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
E-COMMERCE SPEND BY CATEGORYTOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
$164.22 $112.79 $43.40 $80.87
BILLION BILLION BILLION BILLION
$97.88 $27.31 $0.57 $11.79

43
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
E-COMMERCE GROWTH BY CATEGORYANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
+26% +19% +34% +17%
+28% +23% +26% +10%

44
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
JAN
2018
E-COMMERCE DETAIL: CONSUMER GOODSAN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
581.5 41% $499.1 $858
MILLION BILLION
+12% +24% +11%

45
JAN
2018
ADVERTISING MEDIA: FIRST AWARENESSTHE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
49%
16%
12%
11%
6%
3%
3%
1%
1%
ONLINE
IN-STORE
POSTER
TELEVISION
PRESS
EMAIL
OTHER
RADIO
DIRECT MAIL

47
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
DIGITAL IN HONG KONG
7.40 6.46 5.80 6.17 5.20
100% 87% 78% 83% 70%

48
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
+3% +5% +1% +6%
+198 THOUSAND +300 THOUSAND +83 THOUSAND +300 THOUSAND

49
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
7.40 54.1% 45.9% +0.9% 44.8
MILLION YEARS OLD
100% $58,322 94% 90% 97%

50
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
96% 83% 59% 41%
92% 10% 1% 8%

51
AVERAGE DAILY TIME
SPENT USING THE
AVERAGE DAILY TIME
SPENT USING SOCIAL
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
6H 37M 2H 01M 2H 39M 0H 47M

52
BELIEVE THAT NEW
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
USE AN AD-BLOCKING
BEING DISPLAYED
46% 43% 81% 38% 38%

53
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
6.46 87% 6.11 83%
MILLION MILLION

54
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
6.46 6.46 5.44 0.63

55
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
1 7 31 ?
95% 4% 1% 1%

56
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
141.56 34.66 7% 39% 50%
MBPS MBPS

57
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
62% 33% 5% 0.02%
+0.4% -2% +10% -60%

58
JAN
2018
SIMILARWEB’S RANKING OF TOP WEBSITESRANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.COM.HK SEARCH 74,500,000 14M 43S 11.0
YOUTUBE.COM TV & VIDEO 53,100,000 26M 01S 11.6
GOOGLE.COM SEARCH 49,100,000 13M 43S 16.4
FACEBOOK.COM SOCIAL 42,800,000 14M 43S 12.1
YAHOO.COM NEWS & MEDIA 23,500,000 8M 07S 11.9
WIKIPEDIA.ORG REFERENCE 12,600,000 5M 22S 4.1
WHATSAPP.COM SOCIAL 10,600,000 2M 25S 2.0
BAIDU.COM SEARCH 9,800,000 9M 44S 6.3
TAOBAO.COM SHOPPING 9,600,000 14M 26S 14.9
NEWS.YAHOO.COM NEWS & MEDIA 5,600,000 5M 40S 17.8

59
JAN
2018
ALEXA’S RANKING OF TOP WEBSITESRANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
# WEBSITE TIME PAGES
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
GOOGLE.COM.HK 6M 12S 7.57
YOUTUBE.COM 8M 18S 4.79
GOOGLE.COM 7M 32S 8.56
FACEBOOK.COM 10M 21S 4.00
YAHOO.COM 4M 02S 3.61
DISCUSS.COM.HK 6M 19S 6.35
WIKIPEDIA.ORG 4M 16S 3.31
BAIDU.COM 7M 31S 5.88
TAOBAO.COM 8M 36S 3.97
BASTILLEPOST.COM 4M 48S 4.62
PIXNET.NET 3M 12S 2.35
AASTOCKS.COM 11M 47S 6.32
APPLEDAILY.COM 5M 41S 3.71
WHATSAPP.COM 3M 50S 1.23
INSTAGRAM.COM 5M 23S 3.34
REDDIT.COM 15M 46S 10.05
AMAZON.COM 8M 29S 8.62
PRICE.COM.HK 4M 40S 2.71
QQ.COM 4M 34S 3.84
ETNET.COM.HK 8M 46S 5.61

60
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
60% 67% 24% 52% 31%
44% 36% 12% 38% 21%

61
JAN
2018
TOP GOOGLE SEARCH QUERIES IN 2017RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
HONG KONG 100
GOOGLE 55
YOUTUBE 33
YAHOO 29
FACEBOOK 26
TRANSLATE 25
YOU 19
APPLE 19
天氣 17
WHATSAPP 16
IPHONE 16
MAP 16
GOOGLE TRANSLATE 16
WEATHER 15
HSBC 13
GMAIL 12
電影 10
YAHOO HK 10
天文台 9
HKJC 9

62
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2018
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
59% 22% 5% 2% 13%

63
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
91% 18% 27% 18% 38%

64
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
5.80 78% 5.20 70%
MILLION MILLION

65
JAN
2018
SOCIAL NETWORK
OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES
75%
74%
73%
45%
45%
44%
32%
27%
23%
19%
18%
16%
FACEBOOK
WHATSAPP
YOUTUBE
FB MESSENGER
INSTAGRAM
WECHAT
GOOGLE+
LINE
SKYPE
TWITTER
SINA WEIBO
LINKEDIN

66
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
FACEBOOK USAGE ANALYSISA CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
5.80 +5% 90% 54% 46%
MILLION

67
AGE TOTAL FEMALE MALE
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
TOTAL 5,800,000 54% 46%
13 – 17 230,000 2% 2%
18 – 24 980,000 9% 8%
25 – 34 1,900,000 19% 13%
35 – 44 1,300,000 12% 10%
45 – 54 710,000 6% 6%
55 – 64 420,000 4% 4%
65+ 300,000 3% 2%
128
513
1,084
720
345
207
158
103
463
772
587
360
216
144

68
JAN
2018
AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED.
+0.49% 10.4% 13.1% 30.6% 28.3%

69
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE FACEBOOK ENGAGEMENT RATESTHE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME.
5.79% 8.72% 7.01% 5.49% 3.91%

70
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
INSTAGRAM USAGE ANALYSISAN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
2.60 35% 56% 44%
MILLION

71
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
6.17 83% 12.71 172% 2.06
MILLION MILLION

72
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
12.71 172% 41% 59% 82%
MILLION

73
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
CONTENT & SERVICES
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
80.01 68.85 81.83 82.48 88.20

74
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
JAN
2018
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
80% 72% 59% 43% 73%

75
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
45% 28% 44% 5%
54% 43% 13% 10%

76
JAN
2018
01
02
03
04
05
06
07
08
09
10
01
02
03
04
05
06
07
08
09
10
WHATSAPP MESSENGER FACEBOOK
FACEBOOK FACEBOOK
FACEBOOK MESSENGER FACEBOOK
WECHAT TENCENT
MYOBSERVATORY HONG KONG OBSERVATORY
INSTAGRAM FACEBOOK
APP 1933 - KMB ‧ LWB KMB
OPENRICE OPENRICE
APPLE DAILY NEXT MEDIA LIMITED
LINE LINE
APP 1933 - KMB‧ LWB KMB
WHATSAPP MESSENGER FACEBOOK
FACEBOOK FACEBOOK
WECHAT TENCENT
MYTV SUPER TVB
INSTAGRAM FACEBOOK
JOOX MUSIC TENCENT
QIANXUN VIDEO QIANXUN TEAM

77
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
JAN
2018
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
96% 64% [N/A] 36%
64% 65% 34% 39%

78
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
OR DESKTOP COMPUTER
JAN
2018
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
74% 62% 58% 40% 40%

79
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
$992.9 $1,074 $314.6 $493.4
$839.4 $753.9 $23.8 $300.7

80
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
+16% +12% +12% +17%
+8% +15% +12% +14%

81
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
JAN
2018
4.16 56% $3.715 $894
MILLION BILLION
+8% +12% +4%

82
JAN
2018
26%
17%
17%
15%
7%
6%
4%
3%
1%
ONLINE
TELEVISION
PRESS
IN-STORE
POSTER
EMAIL
DIRECT MAIL
OTHER
RADIO

84
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
DIGITAL IN JAPAN
127.3 118.5 71.0 100.1 71.0
95% 93% 56% 79% 56%

85
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
+0.6% +11% +2% +11%
+686 THOUSAND +7 MILLION +2 MILLION +7 MILLION

86
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
127.3 51.2% 48.8% -0.2% 47.7
MILLION YEARS OLD
95% $41,476 99% 99% 99%

87
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
91% 64% 80% 30%
96% 9% 2% 3%

88
AVERAGE DAILY TIME
SPENT USING THE
AVERAGE DAILY TIME
SPENT USING SOCIAL
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
4H 12M 0H 48M 2H 29M 0H 15M

89
BELIEVE THAT NEW
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
USE AN AD-BLOCKING
BEING DISPLAYED
44% 40% 79% 21% 18%

90
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
118.5 93% 90.6 71%
MILLION MILLION

91
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
118.5 117.1 115.1 117.1

92
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
1 7 31 ?
91% 6% 2% 1%

93
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
78.03 23.04 23% 35% 37%
MBPS MBPS

94
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
69% 27% 4% 0.14%
+2% -3% -10% -7%

95
JAN
2018
SIMILARWEB’S RANKING OF TOP WEBSITESRANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.CO.JP SEARCH 2,363,800,000 10M 55S 8.0
YAHOO.CO.JP NEWS & MEDIA 1,757,900,000 9M 13S 8.3
GOOGLE.COM SEARCH 880,800,000 9M 24S 9.7
YOUTUBE.COM TV & VIDEO 764,300,000 19M 09S 9.1
TWITTER.COM SOCIAL 620,700,000 10M 29S 8.9
AMAZON.CO.JP SHOPPING 578,500,000 7M 37S 9.2
DOCOMO.NE.JP EMAIL 570,800,000 5M 33S 3.9
FC2.COM HOSTING 475,100,000 5M 42S 4.5
NEWS.YAHOO.CO.JP NEWS & MEDIA 414,600,000 3M 54S 2.5
WIKIPEDIA.ORG REFERENCE 404,100,000 3M 53S 2.7

96
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.CO.JP 6M 24S 11.28
YAHOO.CO.JP 9M 17S 8.61
AMAZON.CO.JP 7M 44S 9.32
TWITTER.COM 6M 21S 3.21
NICOVIDEO.JP 13M 32S 12.20
WIKIPEDIA.ORG 4M 16S 3.31
RAKUTEN.CO.JP 7M 34S 6.84
FC2.COM 3M 35S 4.26
T.CO 0M 43S 2.31
KAKAKU.COM 6M 40S 5.93
LIVEDOOR.JP 4M 15S 3.42
AMEBLO.JP 3M 03S 3.11
LIVEDOOR.COM 8M 45S 6.95
QQ.COM 4M 34S 3.84
INSTAGRAM.COM 5M 23S 3.34
TMALL.COM 6M 45S 2.24

97
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
59% 57% 18% 34% 29%
58% 22% 9% 32% 26%

98
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
天気 100
モンスト 61
大阪 51
ヤフー 49
YOUTUBE 49
漫画 48
ニュース 44
映画 39
楽天 33
アニメ 32
京都 29
野球 28
YAHOO 28
まとめ 27
ユーチューブ 23
ポケモン 22
イオン 22
AMAZON 21
TWITTER 20
アマゾン 20

99
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2018
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
32% 25% 10% 2% 31%

100
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
95% 64% 10% 6% 6%

101
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
71.0 56% 71.0 56%
MILLION MILLION

102
JAN
2018
SOCIAL NETWORK
OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES
70%
54%
45%
34%
24%
19%
16%
9%
9%
3%
3%
3%
YOUTUBE
LINE
TWITTER
FACEBOOK
INSTAGRAM
AMEBA
GOOGLE+
FB MESSENGER
SKYPE
PINTEREST
IMGUR
TUMBLR

103
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
FACEBOOK USAGE ANALYSISA CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
38.00 +27% 71% 50% 50%
MILLION

104
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS
JAN
2018
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
TOTAL 38,000,000 50% 50%
13 – 17 1,300,000 2% 2%
18 – 24 5,800,000 8% 8%
25 – 34 11,000,000 15% 13%
35 – 44 9,400,000 13% 12%
45 – 54 6,800,000 9% 9%
55 – 64 2,900,000 3% 4%
65+ 1,000,000 0.9% 2%
0.7
2.9
5.8
4.8
3.3
1.2
0.3
0.7
2.9
5.0
4.6
3.6
1.6
0.7

105
JAN
2018
AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED.
+0.13% 8.1% 0.7% 14.0% 27.3%

106
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE FACEBOOK ENGAGEMENT RATESTHE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME.
6.83% 7.23% 6.24% 3.28% 2.83%

107
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
INSTAGRAM USAGE ANALYSISAN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
22.00 17% 56% 44%
MILLION

108
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
100.1 79% 191.3 150% 1.91
MILLION MILLION

109
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
191.3 150% 0% 100% 99%
MILLION

110
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
CONTENT & SERVICES
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
79.17 73.84 77.80 84.12 81.29

111
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
JAN
2018
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
79.17 73.84 77.80 84.12 81.29

112
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
51% 25% 53% 8%
52% 52% 9% 19%

113
JAN
2018
01
02
03
04
05
06
07
08
09
10
01
02
03
04
05
06
07
08
09
10
LINE LINE
FACEBOOK FACEBOOK
YAHOO! JAPAN WEATHER YAHOO JAPAN
TWITTER TWITTER
INSTAGRAM FACEBOOK
YAHOO! JAPAN YAHOO JAPAN
AMAZON AMAZON
MCDONALD'S JAPAN MCDONALD'S JAPAN
YAHOO! JAPAN TRANSIT YAHOO JAPAN
LINE LINE
YAHOO! JAPAN YAHOO JAPAN
DELISH KITCHEN EVERY
ABEMATV CYBERAGENT
INSTAGRAM FACEBOOK
MERCARI MERCARI
SNOW SELFIE CAMERA NAVER
KURASHIRU DELY
YAHOO! JAPAN WEATHER YAHOO JAPAN
TWITTER TWITTER

114
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
JAN
2018
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
97% 66% [N/A] 36%
71% 61% 35% 37%

115
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
OR DESKTOP COMPUTER
JAN
2018
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
72% 76% 63% 24% 24%

116
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
$15.42 $19.82 $6.59 $19.20
$22.41 $6.57 $0.55 $10.66

117
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
+10% +8% +12% +10%
+9% +11% -2% +2%

118
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
JAN
2018
82.29 65% $83.43 $1,014
MILLION BILLION
+2% +9% +7%

119
JAN
2018
46%
22%
11%
6%
4%
4%
2%
2%
1%
ONLINE
TELEVISION
IN-STORE
PRESS
EMAIL
OTHER
POSTER
DIRECT MAIL
RADIO

121
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION: PENETRATION: PENETRATION: PENETRATION:
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
DIGITAL IN NORTH KOREA
25.55 0.02 0.02 3.89 0.01
61% 0.06% 0.06% 15% 0.03%

122
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
0% 0% +3% 0%
(UNCHANGED) (UNCHANGED) +117 THOUSAND (UNCHANGED)

123
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
25.55 51.1% 48.9% +0.5% 34.2
MILLION YEARS OLD
61% $1,800 100% 100% 100%

124
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
79% 19% 2% [N/A]
-17% +317% +429% [N/A]

125
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
3.89 15% 100% 0% 100%
MILLION

127
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
DIGITAL IN SOUTH KOREA
51.07 47.35 43.04 43.06 43.04
83% 93% 84% 84% 84%

128
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
+4% +3% [N/A] +3%
+2 MILLION +1 MILLION [N/A] +1 MILLION

129
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
51.07 50.0% 50.0% +0.4% 42.3
MILLION YEARS OLD
83% $35,751 98% 97% 99%

130
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
98% 92% 71% 19%
89% 11% 1% 6%

131
AVERAGE DAILY TIME
SPENT USING THE
AVERAGE DAILY TIME
SPENT USING SOCIAL
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
5H 04M 1H 12M 2H 51M 0H 45M

132
BELIEVE THAT NEW
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
USE AN AD-BLOCKING
BEING DISPLAYED
43% 60% 84% 41% 27%

133
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
43% 60% 84% 41% 27%

134
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
47.01 47.35 43.27 45.91

135
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
1 7 31 ?
93% 5% 2% 0%

136
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
132.52 42.97 3% 37% 56%
MBPS MBPS

137
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
52% 47% 1% 0.01%
-17% +32% -30% [N/A]

138
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
NAVER.COM 15M 27S 11.31
GOOGLE.CO.KR 5M 05S 8.81
DAUM.NET 9M 09S 6.40
QQ.COM 4M 34S 3.84
TISTORY.COM 3M 21S 2.81
NAVER.COM 15M 27S 11.31
GOOGLE.CO.KR 5M 05S 8.81
DAUM.NET 9M 09S 6.40
QQ.COM 4M 34S 3.84
TISTORY.COM 3M 21S 2.81

139
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
79% 61% 22% 46% 35%
45% 23% 11% 20% 19%

140
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
네이버 100
토렌트 83
다음 67
구글 64
유튜브 52
날씨 37
밤 토끼 34
토렌트 킴 29
천사 27
마루 마루 26
영화 24
춘자 넷 21
GOOGLE 20
번역 20
YOUTUBE 18
번역기 17
페이스 북 17
애니 17
웹툰 15
NAVER 14

141
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2018
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
44% 19% 7% 1% 29%

142
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
82% 7% 10% 22% 24%

143
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
43.04 84% 43.04 84%
MILLION MILLION

Digital in 2018 in Eastern Asia

Digital in 2018 in Eastern Asia

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