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Digital2020Global Report Hootsuite PDF
Digital2020Global Report Hootsuite PDF
Digital2020Global Report Hootsuite PDF
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
9 REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND
EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2020
SHIFTS IMPACTING THE ROLE OF DIGITAL IN OUR LIVES
In 2020, brands will support In 2020, brands will be rewarded In 2020, brands will need
consumers in creating and for championing transparency in to adapt to a new range of rules
enforcing healthier digital habits the name of the greater social good and restraints in digital spaces
10
HOOTSUITE’S PERSPECTIVE: DIGITAL IN 2020
From the arrival of 5G to the loud demands of voice, it’s easy to get lost in the ever-shifting landscape of digital. To build a strong, customer-centered
strategy for 2020 and beyond, keep your focus on these universal customer needs that won’t change: confidence, connection, and convenience.
Click here for more Hootsuite insights into the Future of Customer Engagement.
11
2020 REGIONAL OVERVIEWS
JAN OVERVIEW: DIGITAL IN AFRICA IN 2020
2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
14 REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS;
CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019.
JAN OVERVIEW: DIGITAL IN THE AMERICAS IN 2020
2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
16 REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS;
CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019.
JAN OVERVIEW: DIGITAL IN ASIA-PACIFIC IN 2020
2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
18 REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS;
CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019.
JAN OVERVIEW: DIGITAL IN EUROPE IN 2020
2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
20 REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS;
CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019.
JAN OVERVIEW: DIGITAL IN THE MIDDLE EAST IN 2020
2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
22 REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS;
CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019.
GLOBAL POPULATION OVERVIEW
JAN OVERVIEW: GLOBAL POPULATION & ECONOMY
2020 ESSENTIAL DEMOGRAPHIC INDICATORS
NORTHERN
EUROPE EASTERN
EUROPE
106
NORTHERN
AMERICA
293
368 WESTERN
EUROPE 196 152 74 CENTRAL
ASIA
SOUTHERN
EUROPE 1,675 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 244 277
179 43 MIDDLE
WESTERN
ASIA
1,929
AFRICA SOUTHERN
CENTRAL
AMERICA 397 ASIA
25 SOURCES: UNITED NATIONS; LOCAL GOVERNMENT BODIES (LATEST AVAILABLE DATA IN JANUARY 2020). NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
JAN GLOBAL POPULATION GROWTH OVER TIME
2020 GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
7,754
7,672
7,589
7,506
7,422
7,338
26 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED BY THE UNITED NATIONS (LATEST DATA AVAILABLE IN JANUARY 2020).
JAN DISTRIBUTION OF GLOBAL POPULATION BY AGE
2020 THE WORLD’S TOTAL POPULATION BROKEN DOWN BY FIVE-YEAR AGE GROUPS (IN MILLIONS OF PEOPLE PER AGE GROUP)
678 663
639
610 597 597 602
539
492 478
442
383
319
265
184
122
81
42
17 4 0.6
0–4 5–9 10–14 15–19 20–24 25–29 30–34 35–39 40–44 45–49 50–54 55–59 60–64 65–69 70–74 75–79 80–84 85–89 90–94 95–99 100+
YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS YEARS
OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD OLD
IRELAND 38.2
NEW ZEALAND 38.0
AUSTRALIA 37.9
BRAZIL 33.5
U.A.E. 32.6
VIETNAM 32.5
SAUDI ARABIA 31.8
TURKEY 31.5
ARGENTINA 31.5
COLOMBIA 31.3
WORLDWIDE 30.9
ISRAEL 30.5
MALAYSIA 30.3
INDONESIA 29.7
MOROCCO 29.5
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION
MEXICO 29.2
INDIA 28.4
SOUTH AFRICA 27.6
PHILIPPINES 25.7
EGYPT 24.6
GHANA 21.5
KENYA 20.1
NIGERIA 18.1
JAN LITERACY RATES BY GENDER AND REGION
2020 PERCENTAGE OF EACH REGION’S POPULATION AGED 15+ WHO CAN READ AND WRITE, DETAILED BY GENDER
NORTHERN
EUROPE EASTERN
EUROPE
99 99
NORTHERN 100 100
AMERICA
CENTRAL
99 99 WESTERN
EUROPE 99 99 98 99 100 100 ASIA
SOUTHERN EASTERN
EUROPE 96 99 ASIA
CARIBBEAN NORTHERN
66 79 83 91
AFRICA
92 94 88 89 WESTERN 65 81
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
46 64 ASIA
WESTERN
60 80 92 95 SOUTHEASTERN
ASIA
AFRICA
94 95 61 73 EASTERN
AFRICA
SOUTHERN
SOURCE: BASED ON DATA FROM UNESCO; UNICEF; THE WORLD BANK; THE CIA WORLD FACTBOOK; INDEXMUNDI; PEW RESEARCH CENTRE; PHRASEBASE; ETHNOLOGUE.
29 NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
30
SINGAPORE $101,532
IRELAND $83,203
JAN
U.A.E. $75,075
2020
SWITZERLAND $68,061
HONG KONG $64,597
U.S.A. $62,795
NETHERLANDS $56,329
DENMARK $55,671
AUSTRIA $55,455
SAUDI ARABIA $55,336
SWEDEN $53,209
GERMANY $53,075
AUSTRALIA $51,663
BELGIUM $51,408
CANADA $48,130
U.K. $45,974
FRANCE $45,342
JAPAN $42,797
ITALY $41,830
NEW ZEALAND $41,005
SOUTH KOREA $40,112
ISRAEL $39,919
SPAIN $39,715
PORTUGAL $33,415
MALAYSIA $31,782
POLAND $31,337
ROMANIA $28,206
TURKEY $28,069
RUSSIA $27,147
ARGENTINA $20,611
MEXICO $19,845
THAILAND $19,051
CHINA $18,237
WORLDWIDE $17,948
‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY THAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
BRAZIL $16,096
GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS*
COLOMBIA $15,013
SOURCES: WORLD BANK; IMF (BOTH ACCESSED JANUARY 2020). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. ONE
MOROCCO $8,587
INDIA $7,763
VIETNAM $7,448
NIGERIA $5,991
GHANA $4,747
KENYA $3,468
JAN DAILY TIME SPENT WITH MEDIA
2020 THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
global global
web web
index index
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
31 *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.
THE INTERNET IN 2020
JAN OVERVIEW OF GLOBAL INTERNET USE
2020 A SNAPSHOT OF INTERNET USE AROUND THE WORLD
TOTAL NUMBER INTERNET USERS AS A ANNUAL GROWTH AVERAGE AMOUNT OF TIME PER
OF GLOBAL PERCENTAGE OF TOTAL IN THE NUMBER OF DAY SPENT USING THE INTERNET
INTERNET USERS GLOBAL POPULATION GLOBAL INTERNET USERS BY EACH INTERNET USER
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
33 AUTHORITIES; APJII; UNITED NATIONS (ALL LATEST AVAILABLE DATA IN JANUARY 2020). TIME SPENT DATA FROM GLOBALWEBINDEX (Q3 2019), BASED ON A BROAD SURVEY OF INTERNET USERS
AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. COMPARABILITY ADVISORY: SOURCE CHANGES.
JAN INTERNET PENETRATION BY REGION
2020 NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION*
NORTHERN
EUROPE EASTERN
EUROPE
95%
NORTHERN
AMERICA
78%
88% WESTERN
EUROPE 92% 83% 54% CENTRAL
ASIA
SOUTHERN
EUROPE 63% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 53% 72%
66% 60% MIDDLE
WESTERN
ASIA
48%
AFRICA SOUTHERN
CENTRAL
AMERICA 36% ASIA
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
34 AUTHORITIES; APJII; UNITED NATIONS. *NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
COMPARABILITY ADVISORY: IMPORTANT SOURCE CHANGES. FIGURES ARE NOT DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
JAN GROWTH IN INTERNET USER NUMBERS BY REGION
2020 YEAR-ON-YEAR PERCENTAGE CHANGE IN THE NUMBER OF PEOPLE USING THE INTERNET
NORTHERN
EUROPE EASTERN
EUROPE
+0.6%
NORTHERN +1.0%
AMERICA
CENTRAL
+0.9% WESTERN
EUROPE +0.7% +3.1% +6.3% ASIA
SOUTHERN EASTERN
EUROPE +2.2% ASIA
CARIBBEAN NORTHERN
+14% +11%
AFRICA
+1.5% +8.5% WESTERN +20%
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA +4.5% ASIA
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
35 AUTHORITIES; APJII; KEPIOS ANAlYSIS. *NOTE: PREGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. COMPARABILITY ADVISORY: SOURCE CHANGES.
JAN INTERNET USER NUMBERS OVER TIME
2020 NUMBER OF GLOBAL INTERNET USERS BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
4,538
4,241
3,753
3,570
3,153
2,831
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
36 AUTHORITIES; APJII. COMPARABILITY ADVISORY: SOURCE CHANGES. HISTORICAL FIGURES DETAILED ON THIS CHART WILL NOT MATCH DATA PUBLISHED IN PREVIOUS REPORTS.
37
U.A.E. 99%
DENMARK 98%
JAN
SOUTH KOREA 96%
2020
SWEDEN 96%
SWITZERLAND 96%
U.K. 96%
NETHERLANDS 95%
CANADA 94%
SAUDI ARABIA 93%
GERMANY 93%
NEW ZEALAND 93%
JAPAN 92%
HONG KONG 91%
SPAIN 91%
BELGIUM 90%
FRANCE 89%
SINGAPORE 88%
AUSTRALIA 88%
AUSTRIA 88%
U.S.A. 87%
IRELAND 87%
TAIWAN 86%
ISRAEL 84%
PORTUGAL 83%
MALAYSIA 83%
ITALY 82%
RUSSIA 81%
POLAND 81%
ROMANIA 80%
INTERNET PENETRATION IN 2020
PERCENTAGE OF THE TOTAL POPULATION (REGARDLESS OF AGE) THAT USES THE INTERNET
ARGENTINA 78%
THAILAND 75%
TURKEY 74%
BRAZIL 71%
VIETNAM 70%
AUTHORITIES; APJII; UNITED NATIONS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE CHANGES.
MEXICO 69%
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
COLOMBIA 69%
MOROCCO 69%
PHILIPPINES 67%
INDONESIA 64%
SOUTH AFRICA 62%
CHINA 59%
WORLDWIDE 59%
EGYPT 54%
INDIA 50%
GHANA 48%
KENYA 43%
NIGERIA 42%
JAN INTERNET PENETRATION RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF INTERNET PENETRATION
07= DENMARK 98% 5,666,399 206 PAPUA NEW GUINEA 12% 1,099,945
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
38 AUTHORITIES; APJII; UNITED NATIONS. *NOTES: THE INTERNET REMAINS BLOCKED IN NORTH KOREA. PENETRATION FIGURES HAVE BEEN CAPPED AT 99%. ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE CHANGES.
JAN INTERNET GROWTH RANKINGS: RELATIVE CHANGE
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST YEAR-ON-YEAR PERCENTAGE CHANGE IN THE NUMBER OF INTERNET USERS
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
39 AUTHORITIES; APJII; UNITED NATIONS. *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL
POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE CHANGES.
JAN INTERNET GROWTH RANKINGS: ABSOLUTE CHANGE
2020 COUNTRIES AND TERRITORIES* WITH THE LARGEST YEAR-ON-YEAR CHANGE IN THE ABSOLUTE NUMBER OF INTERNET USERS
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
40 AUTHORITIES; APJII; UNITED NATIONS. *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL
POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE CHANGES.
JAN THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES
2020 THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET
NORTHERN
EUROPE EASTERN
EUROPE
5
NORTHERN
AMERICA
65
44 WESTERN
EUROPE 16 25 34 CENTRAL
ASIA
SOUTHERN
EUROPE 625 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 115 78
60 17 MIDDLE
WESTERN
ASIA
1,012
AFRICA SOUTHERN
CENTRAL
AMERICA 252 ASIA
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
41 AUTHORITIES; APJII; KEPIOS ANALYSIS (ALL LATEST DATA AVAILABLE IN JANUARY 2020).
JAN THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST NUMBER AND HIGHEST PERCENTAGE OF PEOPLE NOT CONNECTED TO THE INTERNET
GREATEST NUMBER OF PEOPLE NOT CONNECTED TO THE INTERNET HIGHEST SHARE OF POPULATION NOT CONNECTED TO THE INTERNET
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
42 AUTHORITIES; APJII; UNITED NATIONS; KEPIOS ANALYSIS. *NOTES: THE INTERNET REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. RANKING ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
43
PHILIPPINES 09:45
SOUTH AFRICA 09:22
JAN
BRAZIL 09:17
2020
COLOMBIA 09:10
THAILAND 09:01
ARGENTINA 08:47
MEXICO 08:21
INDONESIA 07:59
MALAYSIA 07:57
TAIWAN 07:57
SAUDI ARABIA 07:46
TURKEY 07:29
EGYPT 07:21
web
global
index
ROMANIA 07:21
RUSSIA 07:17
ISRAEL 07:11
U.A.E. 07:03
SINGAPORE 06:48
WORLDWIDE 06:43
U.S.A. 06:42
PORTUGAL 06:38
INDIA 06:30
VIETNAM 06:30
POLAND 06:26
HONG KONG 06:16
NEW ZEALAND 06:03
ITALY 06:00
CANADA 05:53
SWEDEN 05:52
CHINA 05:50
IRELAND 05:48
AUSTRALIA 05:41
TIME PER DAY SPENT USING THE INTERNET
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SPAIN 05:41
U.K. 05:28
SWITZERLAND 05:27
AUSTRIA 05:25
SOUTH KOREA 05:22
BELGIUM 05:09
FRANCE 05:08
DENMARK 05:07
GERMANY 04:52
NETHERLANDS 04:37
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
JAPAN 04:22
JAN EVOLUTION OF DAILY TIME SPENT USING THE INTERNET
2020 EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA ANY DEVICE
6H 46M
6H 44M 6H 43M
6H 28M
6H 22M
6H 18M
global
web
index
SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF THE BARS IN THE CHART ABOVE). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET
44 USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
JAN MOBILE INTERNET USE
2020 INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
TOTAL NUMBER MOBILE INTERNET USERS SHARE OF ALL INTERNET SHARE OF ALL INTERNET AVERAGE DAILY TIME SPENT
OF MOBILE AS A PERCENTAGE OF USERS ACCESSING USERS ACCESSING USING THE INTERNET
INTERNET USERS TOTAL INTERNET USERS VIA A SMARTPHONE* VIA A FEATURE PHONE* ON MOBILE DEVICES
global global
web web
index index
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
45 AUTHORITIES; APJII (ALL LATEST AVAILABLE DATA IN JANUARY 2020). TIME AND SHARE DATA VIA GLOBALWEBINDEX (Q3 2019) *NOTE: FIGURES FOR SHARE BY MOBILE DEVICE TYPE REPRESENT
EACH DEVICE’S SHARE OF TOTAL INTERNET USERS, NOT JUST SHARE OF MOBILE INTERNET USERS. COMPARABILITY ADVISORY: SOURCE CHANGES.
46
PHILIPPINES 05:11
THAILAND 04:57
JAN
NIGERIA 04:50
2020
COLOMBIA 04:49
INDONESIA 04:46
BRAZIL 04:41
KENYA 04:36
ARGENTINA 04:32
MEXICO 04:15
web
global
EGYPT 03:55
index
U.A.E. 03:53
TAIWAN 03:43
MOROCCO 03:31
INDIA 03:23
ISRAEL 03:22
WORLDWIDE 03:22
ROMANIA 03:16
RUSSIA 03:14
CHINA 03:10
VIETNAM 03:08
SINGAPORE 03:05
HONG KONG 03:01
POLAND 02:51
PORTUGAL 02:45
ITALY 02:42
U.S.A. 02:42
IRELAND 02:41
SWEDEN 02:36
SPAIN 02:34
NEW ZEALAND 02:27
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
CANADA 02:20
AUSTRIA 02:19
AUSTRALIA 02:13
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE PHONES
SWITZERLAND 02:12
U.K. 02:07
NETHERLANDS 02:03
FRANCE 01:59
DENMARK 01:58
BELGIUM 01:55
GERMANY 01:52
JAPAN 01:32
JAN MOBILE’S SHARE OF TOTAL INTERNET TIME
2020 DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
49.5% 50.1%
45.8%
39.2%
37.6%
33.0%
global
web
index
SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF THE BARS IN THE CHART ABOVE). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET
47 USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
48
SOUTH AFRICA 05:09
BRAZIL 04:36
JAN
PHILIPPINES 04:34
2020
COLOMBIA 04:21
ARGENTINA 04:15
TAIWAN 04:14
MEXICO 04:06
ROMANIA 04:05
THAILAND 04:04
web
global
index
ISRAEL 03:49
SINGAPORE 03:43
NEW ZEALAND 03:36
POLAND 03:35
CANADA 03:33
SAUDI ARABIA 03:32
TURKEY 03:29
AUSTRALIA 03:28
EGYPT 03:26
VIETNAM 03:22
U.K. 03:21
WORLDWIDE 03:21
ITALY 03:18
SWEDEN 03:16
HONG KONG 03:15
SWITZERLAND 03:15
BELGIUM 03:14
INDONESIA 03:13
U.A.E. 03:10
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
DENMARK 03:09
FRANCE 03:09
INDIA 03:07
IRELAND 03:07
SPAIN 03:07
AUSTRIA 03:06
GERMANY 03:00
SOUTH KOREA 02:56
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA LAPTOPS, DESKTOPS, OR TABLETS
JAPAN 02:50
CHINA 02:40
DAILY TIME SPENT USING THE INTERNET ON COMPUTERS
NETHERLANDS 02:34
JAN INTERNET CONNECTION SPEEDS: OVERVIEW
2020 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
49 SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS IN DECEMBER 2019, WITH COMPARISONS TO AVERAGE DOWNLOAD SPEEDS IN DECEMBER 2018.
50
SOUTH KOREA 103.2
U.A.E. 86.8
JAN
CANADA 70.7
2020
CHINA 67.7
AUSTRALIA 67.7
NETHERLANDS 67.1
SWITZERLAND 58.6
SINGAPORE 57.2
SAUDI ARABIA 55.6
NEW ZEALAND 54.7
BELGIUM 52.3
DENMARK 50.9
AUSTRIA 48.9
SWEDEN 46.6
FRANCE 45.8
TAIWAN 45.6
U.S.A. 41.0
PORTUGAL 37.9
ROMANIA 37.9
ITALY 36.8
HONG KONG 36.5
GERMANY 36.4
U.K. 35.6
SPAIN 35.1
TURKEY 34.6
MOROCCO 33.6
JAPAN 33.0
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN DECEMBER 2019.
THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS
POLAND 32.8
WORLDWIDE 32.0
SOUTH AFRICA 31.4
VIETNAM 30.4
MEXICO 28.3
IRELAND 26.7
THAILAND 26.0
ARGENTINA 25.1
BRAZIL 24.8
ISRAEL 23.8
MALAYSIA 23.8
KENYA 20.6
RUSSIA 20.6
COLOMBIA 18.7
GHANA
AVERAGE MOBILE INTERNET CONNECTION SPEEDS
18.4
EGYPT 16.9
PHILIPPINES 16.8
NIGERIA 15.3
INDONESIA 13.8
INDIA 11.5
JAN MOBILE INTERNET CONNECTION SPEED RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS
FASTEST MOBILE INTERNET CONNECTION SPEEDS SLOWEST MOBILE INTERNET CONNECTION SPEEDS
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN DECEMBER 2019, AND COMPARISONS TO AVERAGE DOWNLOAD
51 SPEEDS FOR MOBILE CONNECTIONS IN DECEMBER 2018. *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS ONLY INCLUDE COUNTRIES WHICH HAVE POPULATIONS OF AT
LEAST 50,000 PEOPLE AND FOR WHICH RELEVANT DATA ARE AVAILABLE IN JANUARY 2020.
52
SINGAPORE 200.1
HONG KONG 164.9
JAN
ROMANIA 144.9
2020
SOUTH KOREA 144.4
SWITZERLAND 144.3
TAIWAN 137.9
FRANCE 131.3
SWEDEN 131.1
U.S.A. 130.8
THAILAND 125.1
SPAIN 122.7
CANADA 121.5
DENMARK 119.9
NETHERLANDS 107.4
CHINA 104.7
JAPAN 104.6
NEW ZEALAND 103.4
PORTUGAL 101.6
U.A.E. 90.6
POLAND 85.5
ISRAEL 85.0
BELGIUM 83.7
MALAYSIA 78.0
GERMANY 76.5
IRELAND 74.8
WORLDWIDE 73.6
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED CONNECTIONS IN DECEMBER 2019.
THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS
U.K. 64.1
RUSSIA 61.7
ITALY 59.3
SAUDI ARABIA 52.9
AUSTRIA 51.9
BRAZIL 48.8
VIETNAM 43.3
INDIA 42.1
AUSTRALIA 41.8
ARGENTINA 34.2
MEXICO 34.1
GHANA 33.4
COLOMBIA 28.3
SOUTH AFRICA 26.9
AVERAGE FIXED INTERNET CONNECTION SPEEDS
EGYPT 26.5
TURKEY 26.0
PHILIPPINES 25.6
INDONESIA 20.1
KENYA 18.7
MOROCCO 18.5
NIGERIA 11.9
JAN FIXED INTERNET CONNECTION SPEED RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS
FASTEST FIXED INTERNET CONNECTION SPEEDS SLOWEST FIXED INTERNET CONNECTION SPEEDS
08 SWEDEN 131.13 +23% 167 DEM. REP. OF THE CONGO 6.25 [N/A]
SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED CONNECTIONS IN DECEMBER 2019, AND COMPARISONS TO AVERAGE DOWNLOAD SPEEDS
53 FOR FIXED CONNECTIONS IN DECEMBER 2018. *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS ONLY INCLUDE COUNTRIES WHICH HAVE POPULATIONS OF AT LEAST
50,000 PEOPLE AND FOR WHICH RELEVANT DATA ARE AVAILABLE IN JANUARY 2020.
JAN SHARE OF WEB TRAFFIC BY DEVICE
2020 EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS IN DECEMBER 2019
52.4% 53.3%
50.3% 49.0%
38.6%
31.8%
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). NOTES: FIGURES REPRESENT MOBILE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. YEAR-ON-YEAR CHANGE VALUES ARE
55 RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
JAN SHARE OF GLOBAL WEB TRAFFIC BY BROWSER
2020 BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE IN DECEMBER 2019
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). NOTES: BROWSER SHARE VALUES ARE FOR DECEMBER 2019; CHANGE FIGURES COMPARE EACH BROWSER’S SHARE IN DECEMBER 2019 TO
56 ITS SHARE IN DECEMBER 2018. CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
JAN WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
2020 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
# WEBSITE TIME / VISIT PAGES / VISIT # WEBSITE TIME / VISIT PAGES / VISIT
SOURCE: SIMILARWEB (JANUARY 2020). NOTE: ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS.
57 ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
JAN WORLD’S MOST VISITED WEBSITES (ALEXA)
2020 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
SOURCE: ALEXA (JANUARY 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
58 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.
JAN MOST COMMON LANGUAGES FOR WEB CONTENT
2020 BASED ON THE LANGUAGES USED ON THE WORLD’S TOP 10 MILLION WEBSITES*
SOURCE: W3TECHS (ACCESSED JANUARY 2020). *NOTES: TOP 10 MILLION WEBSITES BASED ON TRAFFIC RANKING DATA FROM ALEXA.COM. LANGUAGE NAMES AS PER W3TECHS’S
59 DEFINITIONS. FIGURES IN THE “SHARE OF POP.” COLUMN SHOW THE PERCENTAGE OF THE WORLD’S TOTAL POPULATION THAT IS A NATIVE SPEAKER OF EACH LANGUAGE, BASED ON DATA
REPORTED BY ETHNOLOGUE AND THE UNITED NATIONS.
JAN GOOGLE SEARCH: TOP WORLDWIDE QUERIES IN 2019
2020 THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH THROUGHOUT 2019
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. NOTES: QUERIES DENOTED BY (*) DID NOT APPEAR IN THE TOP 20 QUERIES IN 2018. GOOGLE DOES NOT PUBLISH
60 SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY
RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2019 TO Q4 2018.
JAN ONLINE CONTENT ACTIVITIES
2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH
global global
web web
index index
61 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
62
MEXICO 88%
BRAZIL 83%
JAN
COLOMBIA 81%
2020
ARGENTINA 81%
U.S.A. 76%
IRELAND 75%
DENMARK 75%
SOUTH AFRICA 75%
CHINA 74%
CANADA 73%
SPAIN 72%
NEW ZEALAND 72%
AUSTRALIA 71%
web
global
index
PHILIPPINES 69%
SWEDEN 69%
INDIA 69%
U.K. 69%
WORLDWIDE 67%
NETHERLANDS 65%
U.A.E. 64%
POLAND 63%
TURKEY 62%
SAUDI ARABIA 61%
ITALY 60%
VIETNAM 60%
ROMANIA 60%
INDONESIA 59%
GERMANY 58%
SINGAPORE 57%
MALAYSIA 56%
AUSTRIA 56%
FRANCE 55%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
THAILAND 54%
ISRAEL
STREAMING TV CONTENT VIA THE INTERNET
54%
BELGIUM 52%
PORTUGAL 51%
SWITZERLAND 50%
HONG KONG 46%
EGYPT 43%
TAIWAN 39%
SOUTH KOREA 35%
JAPAN 28%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA A STREAMING SUBSCRIPTION SERVICE (E.G. NETFLIX) EACH MONTH
RUSSIA 23%
JAN PLAYING GAMES: DEVICE PERSPECTIVE
2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
global global
web web
index index
63 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
64
THAILAND 01:43
PHILIPPINES 01:33
JAN
SAUDI ARABIA 01:33
2020
U.A.E. 01:25
CHINA 01:24
INDONESIA 01:23
INDIA 01:21
BRAZIL 01:14
MEXICO 01:13
EGYPT 01:11
WORLDWIDE 01:10
U.S.A. 01:09
MALAYSIA 01:04
web
global
VIETNAM 01:00
index
TURKEY 00:58
U.K. 00:57
FRANCE 00:56
HONG KONG 00:55
ARGENTINA 00:54
SPAIN 00:54
CANADA 00:53
COLOMBIA 00:53
SOUTH AFRICA 00:53
AUSTRALIA 00:50
ITALY 00:49
TAIWAN 00:48
IRELAND 00:47
ROMANIA 00:47
SWEDEN 00:47
SINGAPORE 00:45
POLAND 00:43
GERMANY 00:42
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING GAMES CONSOLES
NETHERLANDS 00:42
BELGIUM 00:41
DAILY TIME SPENT USING GAMES CONSOLES
global global
web web
index index
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
65 *NOTE: “DLC” STANDS FOR (ADDITIONAL) DOWNLOADABLE CONTENT, OFTEN AVAILABLE VIA IN-APP PURCHASES.
66
BRAZIL 85%
PORTUGAL 75%
JAN
2020
SOUTH AFRICA 70%
U.K. 70%
MEXICO 68%
SPAIN 68%
U.S.A. 67%
CHILE 67%
FRANCE 67%
MALAYSIA 64%
TURKEY 63%
AUSTRALIA 62%
ARGENTINA 62%
SINGAPORE 62%
ROMANIA 62%
GREECE 61%
CANADA 61%
IRELAND 61%
AVERAGE 56%
TAIWAN 54%
CROATIA 54%
BULGARIA 52%
ITALY 52%
FINLAND 52%
JAPAN 51%
HUNGARY 49%
SOURCE: REUTERS INSTITUTE DIGITAL NEWS REPORT (2019 EDITION). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
SWEDEN 47%
BELGIUM 44%
SWITZERLAND 44%
PERCENTAGE OF ADULTS AGED 18+ WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE ON THE INTERNET
POLAND 43%
CZECH REP. 41%
AUSTRIA 40%
DENMARK 39%
NORWAY 39%
GERMANY 38%
SLOVAKIA 38%
NETHERLANDS 31%
CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
JAN CONCERNS ABOUT MISUSE OF PERSONAL DATA
2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA
80%
79%
79%
79%
73%
71%
71%
70%
69%
67%
67%
67%
66%
66%
66%
65%
65%
64%
63%
63%
63%
62%
62%
61%
61%
61%
60%
60%
60%
59%
59%
59%
59%
58%
58%
56%
55%
54%
50%
50%
47%
40%
40%
global
web
index
COLOMBIA
BRAZIL
MEXICO
PORTUGAL
SPAIN
ARGENTINA
INDIA
ROMANIA
SOUTH AFRICA
IRELAND
MALAYSIA
PHILIPPINES
SINGAPORE
U.S.A.
ISRAEL
HONG KONG
CANADA
WORLDWIDE
EGYPT
TAIWAN
AUSTRALIA
CHINA
U.K.
POLAND
U.A.E.
SAUDI ARABIA
RUSSIA
FRANCE
VIETNAM
ITALY
NEW ZEALAND
INDONESIA
THAILAND
SWITZERLAND
TURKEY
DENMARK
BELGIUM
GERMANY
NETHERLANDS
AUSTRIA
SWEDEN
SOUTH KOREA
JAPAN
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
67 COMPARABILITY ADVISORY: SOURCE CHANGE. DATA ARE NOT COMPARABLE TO A SIMILAR “DATA PRIVACY CONCERNS” SLIDE IN SOME OF OUR PREVIOUS REPORTS.
68
INDONESIA 65%
PHILIPPINES 63%
JAN
MALAYSIA 59%
2020
SOUTH AFRICA 59%
INDIA 56%
SAUDI ARABIA 55%
TAIWAN 55%
COLOMBIA 52%
PORTUGAL 52%
EGYPT 52%
U.A.E. 51%
ARGENTINA 51%
POLAND 51%
web
global
index
IRELAND 50%
TURKEY 50%
THAILAND 50%
ROMANIA 50%
ISRAEL 50%
NEW ZEALAND 49%
USE OF AD BLOCKERS
GERMANY 49%
SINGAPORE 49%
WORLDWIDE 49%
SPAIN 48%
CHINA 48%
AUSTRIA 48%
U.S.A. 47%
BRAZIL 47%
MEXICO 46%
AUSTRALIA 46%
SWITZERLAND 46%
SWEDEN 46%
CANADA 45%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FRANCE 44%
VIETNAM 43%
BELGIUM 43%
RUSSIA 42%
U.K. 42%
ITALY 40%
DENMARK 38%
NETHERLANDS 38%
SOUTH KOREA 32%
JAPAN 23%
69
CHINA 55%
INDONESIA 54%
JAN
INDIA 54%
2020
MEXICO 48%
THAILAND 47%
SAUDI ARABIA 46%
TURKEY
web
45%
global
index
COLOMBIA 44%
WORLDWIDE 43%
PHILIPPINES 42%
VIETNAM 41%
U.A.E. 41%
TAIWAN 40%
BRAZIL 36%
U.S.A. 35%
ITALY 35%
HONG KONG 35%
SPAIN 35%
MALAYSIA 33%
EGYPT 33%
SOUTH AFRICA 33%
IRELAND 30%
SINGAPORE 30%
CANADA 30%
AUSTRALIA 30%
ARGENTINA 29%
U.K. 28%
NEW ZEALAND 27%
FRANCE 25%
ROMANIA 25%
RUSSIA 25%
POLAND
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
25%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SWEDEN 23%
SOUTH KOREA 22%
BELGIUM 22%
PORTUGAL 21%
USE OF VOICE SEARCH AND VOICE COMMANDS
SWITZERLAND 21%
GERMANY 21%
AUSTRIA 20%
NETHERLANDS 20%
ISRAEL 18%
DENMARK 17%
JAPAN 16%
JAN SMART HOME DEVICE OWNERSHIP
2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE*
17%
16%
15%
15%
14%
13%
11%
11%
11%
11%
11%
11%
11%
10%
10%
10%
10%
10%
10%
9%
9%
9%
9%
8%
8%
8%
8%
8%
8%
8%
8%
7%
7%
7%
7%
5%
5%
5%
5%
5%
4%
4%
4%
4%
4%
3%
global
web
2%
index
U.K.
U.S.A.
CHINA
CANADA
TURKEY
VIETNAM
SINGAPORE
AUSTRALIA
COLOMBIA
DENMARK
WORLDWIDE
INDIA
IRELAND
BELGIUM
MEXICO
ARGENTINA
SOUTH KOREA
HONG KONG
ISRAEL
SWEDEN
AUSTRIA
FRANCE
GERMANY
MALAYSIA
U.A.E.
ITALY
ROMANIA
INDONESIA
NETHERLANDS
POLAND
SPAIN
TAIWAN
NEW ZEALAND
SAUDI ARABIA
SWITZERLAND
SOUTH AFRICA
GHANA
EGYPT
KENYA
NIGERIA
BRAZIL
PHILIPPINES
MOROCCO
THAILAND
JAPAN
PORTUGAL
RUSSIA
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
70 *NOTE: IN THIS CONTEXT, “SMART HOME DEVICES” INCLUDE SMART SPEAKERS (E.G. AMAZON ECHO OR APPLE HOMEPOD), SMART UTILITY DEVICES (E.G. REMOTELY CONTROLLED LIGHTS AND
THERMOSTATS), SMART SECURITY SYSTEMS (E.G. REMOTELY CONTROLLED DOORBELLS), OR ‘OTHER’ SMART-HOME DEVICES (AS DETERMINED AT THE SURVEY RESPONDENT’S DISCRETION).
JAN OVERVIEW OF THE SMART HOME DEVICE MARKET
2020 VALUE OF THE GLOBAL MARKET FOR SMART HOME DEVICES, WITH VALUE BY DEVICE SUB-CATEGORY (IN U.S. DOLLARS)
NUMBER OF HOMES WITH TOTAL ANNUAL VALUE OF VALUE OF SMART HOME CONTROL VALUE OF SMART HOME
SMART HOME DEVICES SMART HOME DEVICES MARKET & CONNECTIVITY DEVICE MARKET* APPLIANCES MARKET
VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME
SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET
PENETRATION OF ARPU*: COMBINED SPEND ON ARPU*: SMART HOME CONTROL ARPU*: SMART
SMART HOME DEVICES* ALL SMART HOME DEVICES & CONNECTIVITY DEVICES HOME APPLIANCES
ANNUAL CHANGE IN Y-O-Y VALUE CHANGE: OVERALL Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART
SMART HOME PENETRATION* SMART HOME DEVICES MARKET CONTROL & CONNECTIVITY MARKET HOME APPLIANCES MARKET
Click here for more Hootsuite insights into the Future of Customer Engagement.
74
WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2020
SHIFTS IMPACTING OUR ONLINE BEHAVIOUR
In 2020, brands will look to reflect In 2020, brands will engage In 2020, brands will participate
people’s relationship with culture with people’s digital avatars in in more intimate conversations
in flexible and adaptive ways more meaningful ways with their core customers
75
SOCIAL MEDIA IN 2020
JAN SOCIAL MEDIA USE AROUND THE WORLD
2020 BASED ON THE NUMBER OF MONTHLY ACTIVE USERS OF TOP SOCIAL MEDIA PLATFORMS IN EACH COUNTRY OR TERRITORY
TOTAL NUMBER OF SOCIAL MEDIA ANNUAL GROWTH IN TOTAL NUMBER OF SOCIAL PERCENTAGE OF TOTAL
ACTIVE SOCIAL PENETRATION (USERS THE TOTAL NUMBER OF MEDIA USERS ACCESSING SOCIAL MEDIA USERS
MEDIA USERS vs. TOTAL POPULATION*) SOCIAL MEDIA USERS VIA MOBILE PHONES ACCESSING VIA MOBILE
global
web
index
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR
77 (ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES.
JAN SOCIAL MEDIA USE vs. TOTAL POPULATION BY REGION
2020 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS IN EACH REGION COMPARED TO TOTAL POPULATION, REGARDLESS OF AGE
NORTHERN
EUROPE EASTERN
EUROPE
67%
NORTHERN
AMERICA
49%
69% WESTERN
EUROPE 54% 59% 22% CENTRAL
ASIA
SOUTHERN
EUROPE 71% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 39% 56%
64% 51% MIDDLE
WESTERN
ASIA
27%
AFRICA SOUTHERN
CENTRAL
AMERICA 13% ASIA
67% 8% EASTERN
AFRICA
SOUTHERN
AMERICA
36% 57%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL
78 LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN GROWTH IN SOCIAL MEDIA USER NUMBERS BY REGION
2020 CHANGE IN THE TOTAL NUMBER OF PEOPLE USING SOCIAL MEDIA BETWEEN APRIL 2019 AND JANUARY 2020*
NORTHERN
EUROPE EASTERN
EUROPE
+3.3%
NORTHERN +3.1%
AMERICA
CENTRAL
+3.1% WESTERN
EUROPE +5.8% +5.1% +31% ASIA
SOUTHERN EASTERN
EUROPE +1.7% ASIA
CARIBBEAN NORTHERN
+9.6% +6.5%
AFRICA
+6.8% +11% WESTERN +38%
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA +12% ASIA
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL
79 LATEST DATA AVAILABLE IN JANUARY 2020). NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. *NOTE: WE HAVE BEEN UNABLE TO RE-BASE HISTORICAL USER NUMBERS FROM BEFORE APRIL 2019.
JAN SOCIAL MEDIA USER NUMBERS OVER TIME
2020 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS BY YEAR, WITH YEAR-ON-YEAR CHANGE
3,805
3,484
3,196
2,796
2,307
2,078
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR;
80 TECHRASA; NIKI AGHAEI; ARAB SOCIAL MEDIA REPORT; ROSE.RU (ALL LATEST DATA AVAILABLE IN JANUARY 2020). COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
81
U.A.E. 99%
TAIWAN 88%
JAN
SOUTH KOREA 87%
2020
CHANGES.
MALAYSIA 81%
SINGAPORE 79%
HONG KONG 78%
ARGENTINA 76%
NEW ZEALAND 75%
THAILAND 75%
SWEDEN 73%
SAUDI ARABIA 72%
CHINA 72%
AUSTRALIA 71%
DENMARK 71%
ISRAEL 70%
U.S.A. 70%
MEXICO 69%
COLOMBIA 69%
PORTUGAL 69%
VIETNAM 67%
PHILIPPINES 67%
CANADA 67%
U.K. 66%
BRAZIL 66%
IRELAND 65%
BELGIUM 65%
SOCIAL MEDIA PENETRATION
JAPAN 65%
TURKEY 64%
NETHERLANDS 64%
SPAIN 62%
FRANCE 60%
INDONESIA 59%
ITALY 58%
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS COMPARED TO TOTAL POPULATION, REGARDLESS OF AGE
ROMANIA 57%
SWITZERLAND 52%
POLAND 50%
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR
(ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE AND BASE
AUSTRIA 50%
WORLDWIDE 49%
MOROCCO 49%
RUSSIA 48%
GERMANY 45%
EGYPT 41%
SOUTH AFRICA 37%
INDIA 29%
GHANA 20%
KENYA 17%
NIGERIA 13%
JAN SOCIAL MEDIA PENETRATION RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF OVERALL SOCIAL MEDIA USE (REGARDLESS OF AGE)
HIGHEST LEVELS OF SOCIAL MEDIA PENETRATION LOWEST LEVELS OF SOCIAL MEDIA PENETRATION
07 CAYMAN IS. 89% 58,000 207 CENTRAL AFRICAN REP. 2.5% 120,000
10 BAHRAIN 84% 1,400,000 204 DEM. REP. OF THE CONGO 3.5% 3,100,000
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL
82 LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: FIGURES DENOTED BY (*) HAVE BEEN CAPPED AT 99% OF THE TOTAL POPULATION. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH
POPULATIONS OF AT LEAST 50,000 PEOPLE. PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN SOCIAL MEDIA USE BY ELIGIBLE AUDIENCES
2020 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS IN EACH REGION COMPARED TO POPULATION AGED 13+
NORTHERN
EUROPE EASTERN
EUROPE
79%
NORTHERN
AMERICA
57%
82% WESTERN
EUROPE 62% 66% 30% CENTRAL
ASIA
SOUTHERN
EUROPE 84% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 55% 74%
84% 64% MIDDLE
WESTERN
ASIA
36%
AFRICA SOUTHERN
CENTRAL
AMERICA 21% ASIA
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND
83 U.S. CENSUS BUREAU. *NOTES: FIGURES COMPARE THE TOTAL NUMBER OF SOCIAL MEDIA USERS TO POPULATIONS AGED 13 AND ABOVE. REGIONS AS DEFINED BY THE UNITED NATIONS
GEOSCHEME. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN SOCIAL MEDIA USE BY ELIGIBLE AUDIENCES
2020 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS COMPARED TO POPULATION AGED 13+
114%*
102%*
99%
98%
96%
93%
93%
91%
90%
90%
88%
87%
87%
86%
86%
85%
85%
84%
83%
82%
81%
81%
80%
79%
77%
77%
76%
76%
74%
73%
71%
71%
66%
65%
64%
63%
60%
59%
58%
57%
57%
52%
50%
38%
29%
25%
22%
U.A.E.
MALAYSIA
TAIWAN
SOUTH KOREA
ARGENTINA
SAUDI ARABIA
ISRAEL
PHILIPPINES
NEW ZEALAND
MEXICO
SINGAPORE
HONG KONG
THAILAND
SWEDEN
COLOMBIA
AUSTRALIA
CHINA
VIETNAM
U.S.A.
DENMARK
TURKEY
BRAZIL
IRELAND
U.K.
PORTUGAL
CANADA
BELGIUM
INDONESIA
NETHERLANDS
JAPAN
SPAIN
FRANCE
ROMANIA
ITALY
MOROCCO
WORLDWIDE
SWITZERLAND
EGYPT
POLAND
AUSTRIA
RUSSIA
GERMANY
SOUTH AFRICA
INDIA
GHANA
KENYA
NIGERIA
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020), COMPARED TO POPULATION DATA
84 FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU. *ADVISORY: TECHNICALLY, IT IS NOT POSSIBLE FOR THESE PERCENTAGES TO EXCEED 100%, BUT WE HAVE OPTED TO REPORT
PLATFORMS’ PUBLISHED DATA AS-IS TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN RANKING OF SOCIAL MEDIA USE BY ELIGIBLE AUDIENCES
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE AMONGST POPULATIONS AGED 13+
HIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATIONS AGED 13+ LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATIONS AGED 13+
# HIGHEST ELIGIBLE USE RATE % 13+ TOTAL USERS # LOWEST ELIGIBLE USE RATE % 13+ TOTAL USERS
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND
85 U.S. CENSUS BUREAU. COUNTRIES / TERRITORIES WITH POPULATIONS OF 50,000+ PEOPLE ONLY. *ADVISORY: TECHNICALLY, IT IS NOT POSSIBLE FOR THESE PERCENTAGES TO EXCEED 100%,
BUT WE HAVE OPTED TO REPORT PLATFORMS’ PUBLISHED DATA AS-IS TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN SOCIAL MEDIA GROWTH RANKINGS: RELATIVE CHANGE
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST PERCENTAGE CHANGE IN SOCIAL MEDIA USERS (JAN 2020 vs. APR 2019*)
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020).
86 *NOTES: FACEBOOK REVISED THEIR REPORTING METHODOLOGY IN MARCH 2019, AND WE HAVE BEEN UNABLE TO REBASE HISTORICAL DATA FROM BEFORE APRIL 2019.
ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN SOCIAL MEDIA GROWTH RANKINGS: ABSOLUTE CHANGE
2020 COUNTRIES AND TERRITORIES* WITH THE LARGEST CHANGE IN THE ABSOLUTE NUMBER OF SOCIAL MEDIA USERS (JAN 2020 vs. APR 2019*)
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: FACEBOOK
87 REVISED THEIR REPORTING METHODOLOGY IN MARCH 2019, AND WE HAVE BEEN UNABLE TO REBASE HISTORICAL DATA FROM BEFORE APRIL 2019. ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “▲ USERS” COLUMN HAVE BEEN ROUNDED. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN SHARE OF SOCIAL MEDIA USERS BY GENDER
2020 FEMALE AND MALE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE SOCIAL MEDIA USERS*, BY REGION
NORTHERN
EUROPE EASTERN
EUROPE
53 47
NORTHERN 54 46
AMERICA
CENTRAL
52 48 WESTERN
EUROPE 49 51 49 51 47 53 ASIA
SOUTHERN EASTERN
EUROPE 48 52 ASIA
CARIBBEAN NORTHERN
37 63 35 65
AFRICA
50 50 51 49 WESTERN 24 76
MIDDLE ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
36 64 ASIA
WESTERN
39 61 48 52 SOUTHEASTERN
ASIA
AFRICA
52 48 39 61 EASTERN
AFRICA
SOUTHERN
SOURCES: SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; KEPIOS ANALYSIS (ALL LATEST DATA AVAILABLE IN JANUARY 2020). DATA FOR CHINA BASED ON SHARE OF
88 TOTAL INTERNET USERS. *NOTE: MANY SOCIAL MEDIA PLATFORMS DO NOT REPORT USER DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE, SO PERCENTAGES ON THIS CHART ARE ONLY
REFLECTIVE OF THOSE GENDERS’ RESPECTIVE SHARE OF THE COMBINED TOTAL OF FEMALE AND MALE USERS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
JAN SOCIAL MEDIA GENDER COMPARISON RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF SOCIAL MEDIA USERS BY GENDER*
COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW
# HIGHEST FEMALE RATIO %♀ FEMALE USERS # HIGHEST MALE RATIO %♂ MALE USERS
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020); GLOBALWEBINDEX
89 (Q3 2019). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. GENDER DEFINITIONS AND ATTRIBUTION AS PER DATA IN SOCIAL MEDIA
PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS, MOST OF WHICH ONLY INCLUDE DATA FOR BINARY ‘MALE’ OR ‘FEMALE’. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN SOCIAL MEDIA BEHAVIOURS
2020 PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET
NETWORK OR MESSAGING OR CONTRIBUTED TO SOCIAL OF TIME PER DAY SPENT SOCIAL MEDIA ACCOUNTS USERS WHO USE SOCIAL
SERVICE IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIAL MEDIA PER INTERNET USER* MEDIA FOR WORK PURPOSES
global global
web web
index index
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
90 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
JAN EVOLUTION IN THE DAILY TIME SPENT ON SOCIAL MEDIA
2020 EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA VIA ANY DEVICE
2H 22M 2H 24M
2H 14M
2H 08M
1H 51M
1H 44M
global
web
index
SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF THE BARS IN THE CHART ABOVE). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET
91 USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
92
PHILIPPINES 03:53
COLOMBIA 03:45
JAN
BRAZIL 03:31
2020
NIGERIA 03:30
INDONESIA 03:26
MEXICO 03:25
KENYA 03:23
ARGENTINA 03:11
SOUTH AFRICA 03:10
SAUDI ARABIA 03:02
GHANA 03:01
EGYPT 02:57
U.A.E. 02:57
THAILAND 02:55
web
global
TURKEY 02:51
index
MALAYSIA 02:45
RUSSIA 02:26
MOROCCO 02:25
INDIA 02:24
WORLDWIDE 02:24
VIETNAM 02:22
ROMANIA 02:13
CHINA 02:12
SINGAPORE 02:08
PORTUGAL 02:04
U.S.A. 02:03
ISRAEL 02:02
POLAND 02:00
TAIWAN 02:00
HONG KONG 01:57
ITALY 01:57
SPAIN 01:51
CANADA 01:49
IRELAND 01:49
DAILY TIME SPENT USING SOCIAL MEDIA
SWEDEN 01:48
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
AUSTRIA 01:20
GERMANY 01:19
NETHERLANDS 01:19
SWITZERLAND 01:18
SOUTH KOREA 01:13
JAPAN 00:45
JAN AVERAGE NUMBER OF SOCIAL ACCOUNTS PER PERSON
2020 AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)
10.5
10.3
10.1
10.1
10.0
9.9
9.7
9.6
9.6
9.4
9.3
9.1
9.1
8.9
8.9
8.8
8.8
8.6
8.6
8.5
8.4
8.4
8.2
8.1
7.8
7.8
7.3
7.3
7.2
7.2
7.1
6.9
6.9
6.9
6.8
6.8
6.8
6.8
6.7
6.6
6.5
6.5
6.3
6.1
5.9
5.5
3.4
global
web
index
U.A.E.
INDIA
INDONESIA
THAILAND
MEXICO
PHILIPPINES
MALAYSIA
COLOMBIA
EGYPT
BRAZIL
CHINA
ROMANIA
TURKEY
SAUDI ARABIA
VIETNAM
HONG KONG
SINGAPORE
PORTUGAL
WORLDWIDE
ARGENTINA
SPAIN
TAIWAN
SOUTH AFRICA
POLAND
IRELAND
ITALY
KENYA
SWEDEN
NIGERIA
RUSSIA
NEW ZEALAND
BELGIUM
CANADA
U.S.A.
DENMARK
FRANCE
NETHERLANDS
U.K.
AUSTRALIA
SWITZERLAND
AUSTRIA
ISRAEL
GHANA
SOUTH KOREA
GERMANY
MOROCCO
JAPAN
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
93 *NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE
ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS.
94
INDONESIA 65%
COLOMBIA 63%
JAN
SOUTH AFRICA 61%
2020
PHILIPPINES 60%
VIETNAM 58%
MALAYSIA 57%
THAILAND 54%
BRAZIL 51%
EGYPT 50%
ARGENTINA 50%
MEXICO 50%
SAUDI ARABIA 50%
INDIA 47%
web
global
index
CHINA 45%
U.A.E. 45%
PORTUGAL 45%
TURKEY 44%
WORLDWIDE 43%
SINGAPORE 40%
IRELAND 38%
ROMANIA 37%
RUSSIA 37%
SWITZERLAND 36%
HONG KONG 35%
SPAIN 35%
TAIWAN 35%
DENMARK 34%
SWEDEN 34%
AUSTRIA 33%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES
CANADA 31%
BELGIUM 30%
AUSTRALIA 30%
NETHERLANDS 28%
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
U.K. 27%
U.S.A. 27%
FRANCE 26%
GERMANY 26%
SOUTH KOREA 18%
JAPAN 15%
ISRAEL 13%
JAN THE WORLD’S MOST-USED SOCIAL PLATFORMS
2020 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, ADVERTISING AUDIENCES, OR UNIQUE MONTHLY VISITORS (IN MILLIONS)
FACEBOOK 2,449
YOUTUBE 2,000
WHATSAPP* 1,600
FB MESSENGER* 1,300
WEIXIN / WECHAT 1,151
INSTAGRAM* 1,000
DOUYIN / TIKTOK 800
QQ 731
QZONE 517
SINA WEIBO 497
REDDIT 430 DATA UPDATED TO:
SNAPCHAT** 382 25 JANUARY 2020
TWITTER** 340
PINTEREST 322
KUAISHOU 316
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS
95 IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS. PLATFORMS IDENTIFIED BY (**) DO NOT PUBLISH MAU DATA. FIGURES FOR TWITTER AND SNAPCHAT
USE EACH PLATFORM’S LATEST ADVERTISING AUDIENCE REACH, AS REPORTED IN EACH PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).
JAN TOP MESSENGER APPS AROUND THE WORLD
2020 THE MOST ACTIVE MESSENGER APP* IN EACH COUNTRY OR TERRITORY IN DECEMBER 2019
WHATSAPP (138)
VIBER (7)
IMO (3)
LINE (3)
SKYPE (2)
WECHAT (2)
KAKAOTALK (1)
UNKNOWN (14)
SOURCE: SIMILARWEB (JANUARY 2020). *NOTES: RANKINGS ARE BASED ON MESSENGER APPS WITH THE HIGHEST NUMBER OF AVERAGE DAILY ANDROID APP USERS IN EACH RESPECTIVE
96 COUNTRY OR TERRITORY DURING DECEMBER 2019. FIGURES IN PARENTHESES IN THE LEGEND DENOTE THE NUMBER OF COUNTRIES OR TERRITORIES IN WHICH EACH APP IS THE TOP-RANKED
MESSENGER. FIGURE FOR FACEBOOK MESSENGER INCLUDES MESSENGER LITE.
WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2020
SHIFTS IN HOW PEOPLE BEHAVE AND INTERACT ON SOCIAL
In 2020, brands will look beyond In 2020, brands will take greater In 2020, brands will tell
likes, followers and reach to steps to ensure they’re being more complex stories across
generate genuine engagement respectful of digital communities multiple touchpoints on social
97
HOOTSUITE’S PERSPECTIVE: SOCIAL MEDIA TRENDS
Click here to read our full Social Media Trends 2020 report.
98
HOOTSUITE’S PERSPECTIVE: BEST-IN-CLASS EXAMPLES
Leading hedge fund Citadel used public social feeds to raise awareness about the Data Open, a tournament aimed at recruiting bright young
minds. On private channels, they helped students connect with each other and get career advice. They also built a Messenger chatbot that
challenged students to solve complex math problems—those who could beat the bot got their resumes sent to the front of the line for consideration.
Click here to find more examples in our full Social Media Trends 2020 report.
99
FACEBOOK
JAN FACEBOOK AUDIENCE OVERVIEW
2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ACCESSED JANUARY 2020). NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN
101 ‘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.
JAN FACEBOOK REACH RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL FACEBOOK ADVERTISING REACH
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
102 AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
103
U.A.E. 95%
PHILIPPINES 87%
JAN
MALAYSIA 86%
2020
MEXICO 85%
ARGENTINA 82%
TAIWAN 80%
VIETNAM 79%
THAILAND 79%
COLOMBIA 78%
NEW ZEALAND 75%
DENMARK 74%
ISRAEL 73%
HONG KONG 72%
AUSTRALIA 71%
ITALY 54%
EGYPT 54%
SPAIN 51%
POLAND 49%
SAUDI ARABIA 48%
SOUTH AFRICA 45%
SWITZERLAND
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
45%
ELIGIBLE AUDIENCE REACH RATE: FACEBOOK
AUSTRIA 45%
GERMANY 38%
WORLDWIDE 32%
SOUTH KOREA 28%
GHANA 25%
INDIA 24%
KENYA 23%
NIGERIA 19%
JAPAN 16%
RUSSIA 7%
JAN FACEBOOK ELIGIBLE AUDIENCE REACH RATE RANKING
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL FACEBOOK ADVERTISING REACH COMPARED TO POPULATION AGED 13+
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
104 CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK’S MONTHLY ACTIVE USERS OVER TIME
2020 THE LATEST REPORTED NUMBER OF MONTHLY ACTIVE FACEBOOK USERS AT THE START OF EACH YEAR, WITH ASSOCIATED YEAR-ON-YEAR CHANGE
2,449
2,271
2,072
1,788
1,545
1,350
SOURCE: FACEBOOK EARNINGS ANNOUNCEMENTS (ACCESSED JANUARY 2020). NOTE: THESE FIGURES REFER TO TOTAL MONTHLY ACTIVE FACEBOOK USERS, AND WILL NOT MATCH THE
105 FACEBOOK ADVERTISING AUDIENCE FIGURES THAT WE REFERENCE ELSEWHERE IN THIS REPORT.
JAN FACEBOOK AUDIENCE: LARGEST INCREASES
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER INCREASES IN POTENTIAL FACEBOOK ADVERTISING REACH
COUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE INCREASES COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE INCREASES
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
106 AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK AUDIENCE: LARGEST DECREASES
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER DECREASES IN POTENTIAL FACEBOOK ADVERTISING REACH
COUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE DECREASES COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE DECREASES
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
107 AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
2020 SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
19%
FEMALE
MALE
14%
13%
10%
9.5%
7.6%
5.0% 5.4%
3.1% 3.2% 2.9%
2.5% 2.3% 2.1%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
108 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.
JAN FACEBOOK’S ADVERTISING AUDIENCE
2020 POTENTIAL REACH OF ADVERTISING ON FACEBOOK BY AGE GROUP AND BY GENDER*
AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA
109 FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. FIGURES MAY NOT SUM TO TOTALS DUE TO ROUNDING. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S
ADDRESSABLE ADVERTISING AUDIENCE ONLY, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK GENDER COMPARISON RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF FACEBOOK AUDIENCE BY GENDER*
COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW
# HIGHEST FEMALE RATIO %♀ FEMALE USERS # HIGHEST MALE RATIO %♂ MALE USERS
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO UNITED NATIONS POPULATION DATA. NOTES: FACEBOOK’S
110 TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
ADVISORY: DATA BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE ONLY; MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK USERS BY LANGUAGE
2020 THE NUMBER OF PEOPLE IN FACEBOOK’S ADVERTISING AUDIENCE WHO SPEAK EACH LANGUAGE, WITH RESPECTIVE SHARE OF TOTAL AUDIENCE
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). LANGUAGE NAMES AND DEFINITIONS AS PER FACEBOOK’S TOOLS.
111 COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK ACCESS BY DEVICE
2020 THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM
112 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
JAN SHARE OF FACEBOOK ACCESS BY MOBILE OS
2020 PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE BY MOBILE OPERATING SYSTEM
1 13 5 1 12
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
1 1 15 12 7 4 2 1 14 10
114 SOURCE: FACEBOOK (JANUARY 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
115
PHILIPPINES 12
AUSTRALIA 10
JAN
EGYPT 10
2020
NEW ZEALAND 10
BRAZIL 9
DENMARK 9
NIGERIA 9
THAILAND 9
BELGIUM 8
MEXICO 8
ROMANIA 8
U.K. 8
U.S.A. 8
VIETNAM 8
ARGENTINA 7
CANADA 7
INDONESIA 7
ISRAEL 7
NETHERLANDS 7
SOUTH AFRICA 7
SWEDEN 7
FRANCE 6
IRELAND 6
ITALY 6
KENYA 6
PORTUGAL 6
COLOMBIA
SOURCE: FACEBOOK (JANUARY 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
5
MALAYSIA 5
U.A.E. 5
WORLDWIDE 5
AUSTRIA 4
SAUDI ARABIA 4
GERMANY 3
GHANA 3
INDIA 3
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER* COMMENTS ON FACEBOOK POSTS
MOROCCO 3
POLAND 3
SINGAPORE 3
SPAIN 3
SWITZERLAND 3
TAIWAN 3
TURKEY 3
HONG KONG
MEDIAN MONTHLY FACEBOOK COMMENTS PER USER
2
JAPAN 1
RUSSIA 1
SOUTH KOREA 1
116
ROMANIA 24
ISRAEL 23
JAN
AUSTRALIA 21
2020
ITALY 21
DENMARK 20
MALAYSIA 20
IRELAND 19
NEW ZEALAND 19
POLAND 19
NETHERLANDS 18
PORTUGAL 18
SWEDEN 18
TAIWAN 18
THAILAND 18
U.K. 18
U.S.A. 18
BELGIUM 17
SINGAPORE 17
SOUTH KOREA 17
VIETNAM 17
AUSTRIA 16
BRAZIL 16
MEXICO 16
ARGENTINA 15
CANADA 15
SPAIN 15
GERMANY
SOURCE: FACEBOOK (JANUARY 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
14
HONG KONG 14
TURKEY 14
FRANCE 13
SWITZERLAND 13
COLOMBIA 12
EGYPT 12
WORLDWIDE 12
PHILIPPINES 10
U.A.E. 10
INDONESIA 8
MOROCCO 8
RUSSIA 8
SAUDI ARABIA 8
INDIA 6
JAPAN 6
NIGERIA 6
THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER* CLICKS OR TAPS ON AN ADVERT ON FACEBOOK (ANY AD FORMAT)
SOUTH AFRICA 6
GHANA 5
MEDIAN MONTHLY FACEBOOK ADVERT CLICKS PER USER
KENYA 5
JAN FACEBOOK PAGE REACH BENCHMARKS
2020 AVERAGE* MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH
CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAID MEDIA vs. TOTAL REACH
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. “Q-O-Q CHANGE” FIGURES REPRESENT THE QUARTER-ON-QUARTER CHANGE vs. Q3 2019. “BPS” STANDS
117 FOR BASIS POINTS, AND REPRESENTS THE ABSOLUTE QUARTER-ON-QUARTER CHANGE. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE
TYPES, AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH COMPARED TO THE AVERAGES QUOTED HERE.
118
JAPAN 8.7%
AUSTRIA 8.5%
JAN
AUSTRALIA 7.6%
2020
SINGAPORE 7.2%
INDIA 7.2%
GERMANY 6.9%
CANADA 6.8%
NETHERLANDS 6.5%
SOUTH AFRICA 6.4%
SAUDI ARABIA 6.2%
MOROCCO 6.1%
FRANCE 6.1%
MALAYSIA 6.0%
BRAZIL 6.0%
ARGENTINA 5.9%
U.A.E. 5.9%
U.S.A. 5.8%
VIETNAM 5.7%
BELGIUM 5.4%
SPAIN 5.3%
MEXICO 5.3%
THAILAND 5.2%
WORLDWIDE 5.2%
COLOMBIA 5.1%
HONG KONG 5.1%
PHILIPPINES 4.9%
SWITZERLAND 4.8%
SOUTH KOREA 4.7%
NEW ZEALAND 4.6%
POLAND 4.4%
TURKEY 4.4%
U.K. 4.4%
DENMARK 4.4%
ITALY 4.1%
AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH COMPARED TO THE AVERAGES QUOTED HERE.
NIGERIA 4.0%
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES,
TAIWAN 4.0%
PORTUGAL 3.5%
GHANA 3.5%
KENYA 3.4%
EGYPT 3.3%
AVERAGE ORGANIC REACH* OF FACEBOOK PAGE POSTS COMPARED TO THE NUMBER OF PAGE LIKES AT THE TIME OF POST PUBLICATION
FACEBOOK PAGES: ORGANIC REACH BENCHMARKS
INDONESIA 3.2%
IRELAND 3.2%
ROMANIA 3.2%
RUSSIA 2.3%
SWEDEN 2.3%
JAN FACEBOOK ENGAGEMENT BENCHMARKS
2020 AVERAGE* NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE POST COMPARED TO POST REACH
AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT
RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK
PAGE POSTS OF ANY KIND PAGE VIDEO POSTS PAGE IMAGE POSTS PAGE LINK POSTS PAGE STATUS POSTS
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. “Q-O-Q CHANGE” FIGURES REPRESENT THE QUARTER-ON-QUARTER CHANGE vs. Q3 2019. “BPS” STANDS
119 FOR BASIS POINTS, AND REPRESENTS THE ABSOLUTE QUARTER-ON-QUARTER CHANGE. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE
TYPES, AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
120
TAIWAN 4.8%
JAPAN 4.4%
JAN
NETHERLANDS 4.2%
2020
INDONESIA 4.2%
RUSSIA 4.1%
BELGIUM 4.1%
MALAYSIA 4.1%
ROMANIA 4.1%
GHANA 4.1%
SINGAPORE 4.1%
PHILIPPINES 4.1%
FRANCE 4.0%
VIETNAM 4.0%
GERMANY 4.0%
U.S.A. 4.0%
SPAIN 3.9%
PORTUGAL 3.8%
INDIA 3.7%
IRELAND 3.4%
WORLDWIDE 3.4%
NEW ZEALAND 3.3%
U.K. 3.3%
NIGERIA 3.2%
KENYA 3.2%
MOROCCO 3.1%
SOUTH AFRICA 3.1%
HONG KONG 3.1%
SOUTH KOREA 3.1%
U.A.E. 3.1%
AUSTRALIA 3.1%
AUSTRIA 3.1%
THAILAND 3.1%
ITALY 3.0%
AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
BRAZIL 3.0%
ARGENTINA 3.0%
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES,
SWITZERLAND 2.9%
TURKEY 2.9%
SWEDEN 2.8%
AVERAGE NUMBER* OF CLICKS, TAPS, LIKES, COMMENTS, AND SHARES ON FACEBOOK PAGE POSTS COMPARED TO POST REACH
EGYPT 2.4%
COLOMBIA 2.3%
POLAND 2.3%
MEXICO 2.2%
CANADA 2.0%
JAN COMPARING FACEBOOK PERFORMANCE BY PAGE SIZE
2020 COMPARING THE ORGANIC REACH AND OVERALL ENGAGEMENT RATES OF PAGES WITH FEWER THAN 10,000 FANS, AND MORE THAN 100,000 FANS
PAGES WITH FEWER THAN 10,000 ‘FANS’ PAGES WITH MORE THAN 100,000 ‘FANS’
AVERAGE ORGANIC PAGE AVERAGE ENGAGEMENT RATE AVERAGE ORGANIC PAGE AVERAGE ENGAGEMENT RATE
POST REACH vs. PAGE LIKES* FOR FACEBOOK PAGE POSTS* POST REACH vs. PAGE LIKES* FOR FACEBOOK PAGE POSTS*
# FACEBOOK PAGE PAGE LIKES FOLLOWERS # FACEBOOK PAGE PAGE LIKES FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED FIGURES FOR EACH FACEBOOK PAGE IN MID-JANUARY 2020. NOTES: FIGURES IN THE “FOLLOWERS” COLUMN REPRESENT EACH
122 PAGE’S “PEOPLE FOLLOWING” NUMBER, I.E. THE NUMBER OF FACEBOOK USERS WHO ARE ABLE TO RECEIVE EACH PAGE’S UPDATES. ALL VALUES HAVE BEEN ROUNDED.
INSTAGRAM
JAN INSTAGRAM AUDIENCE OVERVIEW
2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS FOR INSTAGRAM (ACCESSED JANUARY 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
124 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.
JAN INSTAGRAM REACH RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL INSTAGRAM ADVERTISING REACH
# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ
06 TURKEY 38,000,000 +2.7% +1,000,000 15= SOUTH KOREA 13,000,000 +8.3% +600,000
08= MEXICO 24,000,000 +9.1% +2,000,000 17= MALAYSIA 12,000,000 +9.1% +700,000
08= U.K. 24,000,000 +4.8% +2,000,000 17= SAUDI ARABIA 12,000,000 0% +700,000
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH
125 POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
126
TURKEY 57%
SWEDEN 56%
JAN
ISRAEL 49%
2020
ARGENTINA 48%
MALAYSIA 47%
AUSTRALIA 46%
IRELAND 45%
SAUDI ARABIA 44%
U.A.E. 44%
BRAZIL 44%
U.S.A. 43%
NEW ZEALAND 43%
NETHERLANDS 43%
DENMARK 42%
U.K. 42%
PORTUGAL 42%
GERMANY 29%
SOUTH KOREA 28%
JAPAN 26%
MEXICO 24%
POLAND 22%
ROMANIA 22%
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS
THAILAND 20%
MOROCCO 17%
ELIGIBLE AUDIENCE REACH RATE: INSTAGRAM
EGYPT 16%
WORLDWIDE 15%
PHILIPPINES 14%
SOUTH AFRICA 9%
INDIA 8%
VIETNAM 7%
GHANA 7%
NIGERIA 5%
KENYA 4%
JAN INSTAGRAM ELIGIBLE AUDIENCE REACH RATE RANKING
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL INSTAGRAM ADVERTISING REACH COMPARED TO POPULATION AGED 13+
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS
127 AND THE U.S. CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE
2020 SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER
18%
17%
FEMALE
16%
MALE
14%
9.1%
7.4%
4.6%
3.1% 3.0% 3.2%
2.0%
1.2% 1.1% 0.8%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
128 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.
JAN INSTAGRAM’S ADVERTISING AUDIENCE
2020 POTENTIAL REACH OF ADVERTISING ON INSTAGRAM BY AGE GROUP AND BY GENDER*
AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
SOURCE: EXTRAPOLATIONS OF INSTAGRAM DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
129 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.
JAN INSTAGRAM GENDER COMPARISON RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF INSTAGRAM AUDIENCE BY GENDER*
COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW
# HIGHEST FEMALE RATIO %♀ FEMALE USERS # HIGHEST MALE RATIO %♂ MALE USERS
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO UNITED NATIONS POPULATION DATA. *NOTES: FACEBOOK’S
130 TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
ADVISORY: DATA BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE ONLY; MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. COMPARABILITY ADVISORY: BASE CHANGES.
JAN INSTAGRAM ENGAGEMENT BENCHMARKS
2020 AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *NOTE: ENGAGEMENT RATE (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES, COMMENTS
131 AND SAVES ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF
DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT vs. THE AVERAGES CITED HERE.
JAN INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
2020 AVERAGE ACCOUNT GROWTH AND PUBLISHING FREQUENCY BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
AVERAGE MONTHLY AVERAGE NUMBER PHOTO POSTS AS A VIDEO POSTS AS A AVERAGE NUMBER OF
GROWTH IN OF MAIN FEED PERCENTAGE OF PERCENTAGE OF INSTAGRAM STORIES POSTS
ACCOUNT FOLLOWERS POSTS PER DAY ALL MAIN FEED POSTS ALL MAIN FEED POSTS PUBLISHED EACH MONTH
132 SOURCE: LOCOWISE (JANUARY 2020), BASED ON DATA FOR Q4 2019. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS.
JAN TOP INSTAGRAM ACCOUNTS
2020 INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2020
133 SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED FOLLOWER COUNTS ON INSTAGRAM IN MID-JANUARY 2020. FIGURES HAVE BEEN ROUNDED TO THE NEAREST 1,000.
JAN MOST-USED HASHTAGS ON INSTAGRAM
2020 HASHTAGS THAT HAVE BEEN USED ON THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL-TIME)
134 SOURCE: KEPIOS ANALYSIS (JANUARY 2020), BASED ON PUBLICLY DISPLAYED VALUES FOR EACH HASHTAG ON INSTAGRAM. VALUES HAVE BEEN ROUNDED DOWN TO THE NEAREST 100,000.
LINKEDIN
JAN LINKEDIN AUDIENCE OVERVIEW
2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).*NOTES: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL
136 (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.
JAN LINKEDIN REACH RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL LINKEDIN ADVERTISING REACH
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).
137 *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
138
U.S.A. 62%
NETHERLANDS 62%
JAN
NEW ZEALAND 57%
2020
IRELAND 57%
CENSUS BUREAU.
AUSTRALIA 56%
DENMARK 56%
CANADA 56%
SINGAPORE 54%
U.A.E. 53%
U.K. 52%
SWEDEN 48%
BELGIUM 41%
SWITZERLAND 41%
PORTUGAL 40%
FRANCE 37%
SPAIN 34%
HONG KONG 31%
ISRAEL 31%
ITALY 28%
BRAZIL 25%
ARGENTINA 25%
MALAYSIA 23%
COLOMBIA 21%
SOUTH AFRICA 20%
AUSTRIA 19%
ROMANIA 18%
SAUDI ARABIA 17%
MEXICO 15%
GERMANY 14%
TOTAL POTENTIAL LINKEDIN ADVERTISING REACH COMPARED TO POPULATION AGED 18+
TURKEY 14%
WORLDWIDE 12%
PHILIPPINES 12%
POLAND 12%
TAIWAN 11%
MOROCCO 11%
GHANA 8%
ELIGIBLE AUDIENCE REACH RATE: LINKEDIN
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
INDONESIA 8%
KENYA 8%
EGYPT 7%
INDIA 7%
SOUTH KOREA 6%
RUSSIA 6%
THAILAND 5%
NIGERIA 5%
VIETNAM 5%
CHINA 4%
JAPAN 2%
JAN LINKEDIN ELIGIBLE AUDIENCE REACH RATE RANKING
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL LINKEDIN ADVERTISING REACH COMPARED TO POPULATION AGED 18+
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020).
139 *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
JAN PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE
2020 SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
35%
FEMALE
MALE
26%
11% 10%
8.1%
6.7%
2.2%
1.1%
18 – 24 25 – 34 35 – 54 55+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
140 *ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
SNAPCHAT
JAN SNAPCHAT AUDIENCE OVERVIEW
2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: SNAPCHAT’S
142 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%.
JAN SNAPCHAT REACH RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL SNAPCHAT ADVERTISING REACH
# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES.
143 *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE FOR WHICH DATA IS AVAILABLE IN SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS.
144
SAUDI ARABIA 60%
SWEDEN 46%
JAN
DENMARK 45%
2020
NETHERLANDS 45%
IRELAND 44%
FRANCE 38%
U.S.A. 36%
NEW ZEALAND 35%
U.K. 33%
AUSTRALIA 32%
BELGIUM 32%
U.A.E. 28%
AUSTRIA 26%
CANADA 25%
ARGENTINA 9%
PHILIPPINES 9%
EGYPT 9%
BRAZIL 8%
MALAYSIA 8%
HONG KONG 8%
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
RUSSIA 6%
ELIGIBLE AUDIENCE REACH RATE: SNAPCHAT
WORLDWIDE 6%
ITALY 6%
SOUTH AFRICA 5%
NIGERIA 3%
INDONESIA 3%
INDIA 2%
JAPAN 2%
KENYA 2%
THAILAND 1%
JAN SNAPCHAT ELIGIBLE AUDIENCE REACH RATE RANKING
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL SNAPCHAT ADVERTISING REACH COMPARED TO POPULATION AGED 13+
# COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
145 CENSUS BUREAU. FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
JAN PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE
2020 SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
13%
13% FEMALE MALE
12% 12%
10%
9.6%
8.2% 7.8%
6.7%
5.9%
13 –17 18 – 20 21 – 24 25 – 34 35+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020) NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN
146 ‘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.
JAN SNAPCHAT’S ADVERTISING AUDIENCE
2020 POTENTIAL REACH OF ADVERTISING ON SNAPCHAT BY AGE GROUP AND BY GENDER*
AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: SNAPCHAT’S
147 TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT FIGURES FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE
FIGURES MAY NOT SUM TO 100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO TOTAL ACTIVE USERS.
JAN SNAPCHAT GENDER COMPARISON RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF SNAPCHAT AUDIENCE BY GENDER*
COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW
# HIGHEST FEMALE RATIO %♀ FEMALE USERS # HIGHEST MALE RATIO %♂ MALE USERS
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPARED TO POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU.
148 FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTES: SNAPCHAT DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES
COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: DATA REFLECT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT MATCH TOTAL USERS.
TWITTER
JAN TWITTER AUDIENCE OVERVIEW
2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: TWITTER DOES
150 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.
JAN TWITTER REACH RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL TWITTER ADVERTISING REACH
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: ONLY INCLUDES
151 COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE
ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
JAN ELIGIBLE AUDIENCE REACH RATE: TWITTER
2020 TOTAL POTENTIAL TWITTER ADVERTISING REACH COMPARED TO POPULATION AGED 13+
53%
40%
40%
35%
30%
29%
26%
22%
21%
21%
18%
18%
18%
15%
14%
14%
14%
14%
13%
13%
12%
12%
12%
11%
11%
11%
10%
9%
8%
8%
8%
7%
7%
6%
6%
5%
5%
5%
4%
3%
3%
2%
2%
2%
2%
1%
SAUDI ARABIA
JAPAN
IRELAND
U.A.E.
AUSTRALIA
U.K.
SINGAPORE
SWEDEN
U.S.A.
CANADA
SPAIN
NEW ZEALAND
TURKEY
MALAYSIA
SWITZERLAND
ARGENTINA
PORTUGAL
DENMARK
FRANCE
BELGIUM
SOUTH KOREA
NETHERLANDS
ISRAEL
HONG KONG
AUSTRIA
THAILAND
MEXICO
TAIWAN
PHILIPPINES
COLOMBIA
RUSSIA
GERMANY
BRAZIL
ITALY
WORLDWIDE
SOUTH AFRICA
EGYPT
INDONESIA
POLAND
KENYA
GHANA
MOROCCO
ROMANIA
VIETNAM
NIGERIA
INDIA
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS BASED ON MID-POINTS OF PUBLISHED RANGES (JANUARY 2020), COMPARED TO POPULATION DATA
152 FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS
ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
JAN TWITTER ELIGIBLE AUDIENCE REACH RATE RANKING
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL TWITTER ADVERTISING REACH COMPARED TO POPULATION AGED 13+
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS BASED ON MID-POINTS OF PUBLISHED RANGES (JANUARY 2020), COMPARED TO POPULATION DATA
153 FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY
ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
JAN PROFILE OF TWITTER’S ADVERTISING AUDIENCE
2020 SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
19%
FEMALE
16% MALE
12%
12%
10% 9.9%
7%
13 –17 18 – 24 25 – 34 35 – 49 50+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP.
154 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.
JAN TWITTER GENDER COMPARISON RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST SHARE OF TWITTER AUDIENCE BY GENDER*
COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES AND TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW
# HIGHEST FEMALE RATIO %♀ FEMALE USERS # HIGHEST MALE RATIO %♂ MALE USERS
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: TWITTER’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN
155 ‘MALE’ AND ‘FEMALE’. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY
NOT CORRELATE TO TOTAL ACTIVE USERS. COMPARABILITY ADVISORY: BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
JAN TWITTER ACCOUNTS WITH THE MOST FOLLOWERS
2020 TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2020
156 SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED FOLLOWER COUNTS ON TWITTER IN MID-JANUARY 2020. FIGURES HAVE BEEN ROUNDED.
PINTEREST
JAN PINTEREST AUDIENCE OVERVIEW
2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST
159 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.
JAN PINTEREST REACH RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL PINTEREST ADVERTISING REACH (AVAILABLE COUNTRIES ONLY)
# COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES *NOTES: MARKETERS
160 CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS. RANKINGS BASED ON AVAILABLE DATA ONLY, FOR COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
JAN PROFILE OF PINTEREST’S ADVERTISING AUDIENCE
2020 SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
29%
FEMALE
MALE
UNSPECIFIED
15%
11%
9.0%
6.7%
4.5% 4.0%
3.0% 3.0% 3.2% 3.0%
1.5% 0.8% 2.0%
0.8% 1.2% 0.8% 0.2% 0.6% 0.2%
0.3%
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). *NOTES: AGE GROUPS AND GENDER DEFINITIONS AS PER PINTEREST’S TOOLS.
161 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.
JAN PINTEREST’S ADVERTISING AUDIENCE
2020 POTENTIAL REACH OF ADVERTISING ON PINTEREST BY AGE GROUP AND BY GENDER*
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTES: AGE GROUPS
162 AND GENDER DEFINITIONS AS PER PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART
REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
YOUTUBE
JAN YOUTUBE OVERVIEW
2020 ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD
NUMBER OF LOGGED-IN SHARE OF POPULATION TOTAL NUMBER OF FEMALE USERS AS A MALE USERS AS A
USERS OF YOUTUBE AGED 13+ THAT LOGS IN HOURS WATCHED ON PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
EACH MONTH TO YOUTUBE EACH MONTH YOUTUBE EACH DAY MALE AND FEMALE USERS* MALE AND FEMALE USERS*
global
web
index
SOURCES: COMPANY STATEMENTS; GENDER SHARE DATA FROM GLOBALWEBINDEX (Q3 2019) BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE
164 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.
JAN TOP YOUTUBE SEARCH QUERIES
2020 USERS’ TOP SEARCH QUERIES ON YOUTUBE THROUGHOUT 2019
02 LA LA LA 65 12 MINECRAFT 11
04 VIDEO 38 14 STORY 9
05 DJ 21 15 BTS 8
06 BABY 19 16 ASMR 8
07 MUSIC 18 17 CARTOON 8
09 MUSICA 13 19 PUBG 8
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020). RANKINGS AND INDICES ARE BASED ON SEARCHES ENTERED INTO YOUTUBE’S SEARCH BAR THROUGHOUT 2019. NOTES: “เพลง” IS
165 THE THAI WORD FOR “MUSIC”. GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES
FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
JAN MOST-VIEWED YOUTUBE VIDEOS OF ALL TIME
2020 BASED ON THE TOTAL NUMBER OF ALL-TIME GLOBAL VIEWS UP TO JANUARY 2020
03 WHIZ KHALIFA FEAT. CHARLIE PUTH – SEE YOU AGAIN 4,350,000,000 26,460,000 830,000
04 PINKFONG! KIDS SONGS & STORIES – BABY SHARK DANCE 4,290,000,000 13,220,000 5,220,000
05 GET MOVIES – MASHA AND THE BEAR (EPISODE 17): RECIPE FOR DISASTER 4,210,000,000 6,740,000 3,690,000
06 MARK RONSON FEAT. BRUNO MARS – UPTOWN FUNK 3,750,000,000 13,760,000 850,000
SOURCE: KEPIOS ANALYSIS; BASED ON PUBLICLY DISPLAYED COUNTS PUBLISHED ON YOUTUBE (JANUARY 2020). NOTE: VIEW COUNTS HAVE BEEN ROUNDED DOWN TO THE NEAREST 10
166 MILLION; LIKES AND DISLIKES DOWN TO THE NEAREST 10,000.
JAN TOP YOUTUBE ACCOUNTS
2020 YOUTUBE ACCOUNTS WITH THE GREATEST NUMBER OF SUBSCRIBERS IN JANUARY 2020
# ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS # ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS
167 SOURCE: KEPIOS ANALYSIS, BASED ON PUBLICLY DISPLAYED SUBSCRIBER COUNTS ON YOUTUBE IN MID-JANUARY 2020. FIGURES HAVE BEEN ROUNDED DOWN TO THE NEAREST 100,000.
OTHER SOCIAL PLATFORMS
JAN WECHAT OVERVIEW
2020 ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD
SOURCE: TENCENT Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019). *NOTE: FIGURES REFLECT COMBINED DATA FOR USAGE OF BOTH WECHAT AND WEIXIN (THE VERSION OF
169 WECHAT AVAILABLE TO USERS IN MAINLAND CHINA).
JAN QQ OVERVIEW
2020 ESSENTIAL HEADLINES FOR QQ USE AROUND THE WORLD
SOURCE: TENCENT Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019). *NOTE: FIGURES BASED ON SMART DEVICE MONTHLY ACTIVE USERS OF QZONE, AS PUBLISHED IN TENCENT’S
171 EARNINGS ANNOUCEMENT DOCUMENTS.
JAN SINA WEIBO OVERVIEW
2020 ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD
172 SOURCE: WEIBO CORPORATION Q3 2019 EARNINGS ANNOUNCEMENT (NOVEMBER 2019). *NOTE: SINA WEIBO RESTRICTS USE OF ITS PLATFORM TO PEOPLE AGED 14 AND ABOVE.
JAN REDDIT OVERVIEW
2020 ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD
SOURCE: REDDIT (JANUARY 2020). *NOTE: FIGURE FOR NEW POSTS PUBLISHED TO REDDIT ONLY INCLUDES POSTS PUBLISHED BETWEEN JANUARY AND OCTOBER 2019, SO THE FIGURE FOR
173 POSTS MADE THROUGHOUT 2019 IS LIKELY HIGHER. FIGURE FOR ANNUAL GROWTH IN THE NUMBER OF COMMENTS REFLECTS THE YEAR-ON-YEAR CHANGE TO OCTOBER 2019.
MOBILE IN 2020
JAN MOBILE USERS vs. MOBILE CONNECTIONS
2020 A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS
NUMBER OF UNIQUE UNIQUE MOBILE NUMBER OF MOBILE MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY USERS AS A PERCENTAGE CONNECTIONS AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) OF TOTAL POPULATION (EXCLUDING IOT) TOTAL POPULATION UNIQUE MOBILE USER
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). NOTE: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL
175 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.
JAN PERSPECTIVES: MOBILE USERS vs. CONNECTIONS
2020 COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS
SOURCES: GSMA INTELLIGENCE (JANUARY 2020); ERICSSON MOBILITY REPORT (NOVEMBER 2019); ERICSSON MOBILITY CALCULATOR (JANUARY 2020). NOTE: CONNECTIONS FIGURES DO
176 NOT INCLUDE CELLULAR IOT CONNECTIONS. COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
JAN SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE
2020 PERCENTAGE OF GLOBAL MOBILE CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE
5,186
5,062
4,919
4,742
4,550
4,328
SOURCE: GSMA INTELLIGENCE (JANUARY 2020), BASED ON DATA FOR Q4 OF EACH PRECEDING YEAR. *NOTES: BASED ON MOBILE USERS WITH ANY FORM OF CELLULAR SUBSCRIPTION.
178 COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
JAN TOTAL MOBILE CONNECTIONS OVER TIME
2020 NUMBER OF MOBILE CONNECTIONS* (IN MILLIONS) AT THE START OF EACH YEAR, WITH RESPECTIVE YEAR-ON-YEAR CHANGE
7,955
7,706 7,739
7,460
7,207
7,006
SOURCE: GSMA INTELLIGENCE (JANUARY 2020), BASED ON DATA FOR Q4 OF EACH PRECEDING YEAR. *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
179 COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
JAN MOBILE CONNECTIVITY BY REGION
2020 NUMBER OF MOBILE CONNECTIONS* IN EACH REGION COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
NORTHERN
EUROPE EASTERN
EUROPE
119%
NORTHERN
AMERICA
149%
106% WESTERN
EUROPE 117% 127% 102% CENTRAL
ASIA
SOUTHERN
EUROPE 114% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 101% 101%
99% 77% MIDDLE
WESTERN
ASIA
84%
AFRICA SOUTHERN
CENTRAL
AMERICA 92% ASIA
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS. PERCENTAGES MAY
180 EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. COMPARABILITY ADVISORY: BASE CHANGES. SOME
FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
181
U.A.E. 187%
HONG KONG 181%
JAN
SOUTH AFRICA 176%
2020
RUSSIA 163%
PHILIPPINES 159%
PORTUGAL 155%
FRANCE
MOBILE CONNECTIONS* BY COUNTRY OR TERRITORY, COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
100%
NETHERLANDS 99%
CONNECTIONS FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS. COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN
KENYA 98%
IRELAND 97%
MOBILE CONNECTIONS vs. TOTAL POPULATION
BRAZIL 97%
CANADA 96%
BELGIUM 93%
TURKEY 92%
EGYPT 91%
MEXICO 89%
NIGERIA 83%
INDIA 78%
JAN MOBILE CONNECTIVITY RANKINGS
2020 NUMBER OF MOBILE CONNECTIONS* COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)
02 U.S. VIRGIN IS. 198% 207,104 211 NORTH KOREA 18% 4,522,381
03 ANTIGUA & BARBUDA 195% 190,058 210 SOUTH SUDAN 20% 2,199,885
06 HONG KONG 181% 13,548,698 207 PAPUA NEW GUINEA 32% 2,869,869
09 SEYCHELLES 176% 172,878 204 DEM. REP. OF THE CONGO 40% 35,129,427
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. NOTE: DATA DO NOT INCLUDE IOT CONNECTIONS.
182 ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL
USE OF MULTIPLE CONNECTIONS. COMPARABILITY ADVISORY: BASE CHANGES.
JAN CONNECTIVITY GROWTH RANKING: RELATIVE CHANGE
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST YEAR-ON-YEAR PERCENTAGE CHANGE IN MOBILE CONNECTIVITY
GREATEST PERCENTAGE CHANGE IN MOBILE CONNECTIVITY GREATEST PERCENTAGE CHANGE IN MOBILE CONNECTIVITY (CONTINUED)
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. *NOTES: DATA DO NOT INCLUDE IOT CONNECTIONS. ONLY INCLUDES COUNTRIES AND
183 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN CONNECTIVITY GROWTH RANKING: ABSOLUTE CHANGE
2020 COUNTRIES AND TERRITORIES* WITH THE LARGEST YEAR-ON-YEAR CHANGE IN THE ABSOLUTE NUMBER OF MOBILE CONNECTIONS
GREATEST ABSOLUTE CHANGE IN MOBILE CONNECTIVITY GREATEST ABSOLUTE CHANGE IN MOBILE CONNECTIVITY (CONTINUED)
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. *NOTES: DATA DO NOT INCLUDE IOT CONNECTIONS. ONLY INCLUDES COUNTRIES AND
184 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX
2020 GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY OR TERRITORY
88.4
86.6
85.2
83.3
83.1
83.1
82.9
82.2
81.9
81.6
80.7
80.6
80.6
80.5
79.3
79.1
78.3
78.1
78.0
75.8
75.8
74.9
74.3
74.0
73.8
73.8
73.2
70.0
68.3
67.4
67.3
65.6
65.5
65.0
63.0
62.5
61.8
61.6
59.5
57.7
55.6
54.2
51.2
50.8
47.7
AUSTRALIA
SINGAPORE
NEW ZEALAND
DENMARK
IRELAND
U.K.
SWEDEN
CANADA
NETHERLANDS
SWITZERLAND
U.S.A.
BELGIUM
AUSTRIA
GERMANY
FRANCE
JAPAN
SOUTH KOREA
SPAIN
HONG KONG
POLAND
PORTUGAL
ISRAEL
CHINA
ITALY
ROMANIA
U.A.E.
RUSSIA
SAUDI ARABIA
THAILAND
MALAYSIA
MEXICO
TURKEY
ARGENTINA
VIETNAM
COLOMBIA
BRAZIL
INDONESIA
PHILIPPINES
SOUTH AFRICA
MOROCCO
INDIA
EGYPT
GHANA
KENYA
NIGERIA
SOURCE: GSMA INTELLIGENCE MOBILE CONNECTIVITY INDEX (ACCESSED JANUARY 2020). THE MOBILE CONNECTIVITY INDEX MEASURES THE PERFORMANCE OF 165 COUNTRIES AGAINST
185 KEY ENABLERS OF MOBILE INTERNET ADOPTION. COUNTRIES ARE SCORED WITHIN A RANGE OF 0 TO 100 ACROSS A NUMBER OF INDICATORS, WITH A HIGHER SCORE REPRESENTING
STRONGER PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY. FOR MORE INFORMATION, VISIT WWW.MOBILECONNECTIVITYINDEX.COM
JAN MOBILE CONNECTIONS BY TYPE
2020 OVERVIEW OF MOBILE CONNECTIONS WITH SHARE BY PAYMENT TYPE AND CONNECTION BANDWIDTH
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). NOTE: PERCENTAGES vs. POPULATION MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE
186 CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURE QUOTED HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS. COMPARABILITY ADVISORY: BASE CHANGES.
SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
JAN MOBILE BROADBAND CONNECTIVITY OVER TIME
2020 3G, 4G, AND 5G CONNECTIONS AS A SHARE OF TOTAL MOBILE CONNECTIONS AT THE START OF EACH YEAR, WITH YEAR-ON-YEAR RELATIVE CHANGE
77%
71%
61%
51%
47%
39%
SOURCE: GSMA INTELLIGENCE (JANUARY 2020), BASED ON DATA FOR Q4 OF EACH PRECEDING YEAR. *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
187 COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
188
AUSTRALIA 100%
TAIWAN 100%
JAN
THAILAND 100%
2020
SOUTH KOREA 100%
JAPAN 99%
SINGAPORE 99%
SWITZERLAND 98%
AUSTRIA 98%
U.S.A. 96%
NEW ZEALAND 96%
DENMARK 96%
CANADA 96%
ISRAEL 96%
SWEDEN 94%
HONG KONG 94%
FRANCE 93%
U.K. 93%
PORTUGAL 91%
MALAYSIA 91%
NETHERLANDS 91%
INDONESIA 90%
BRAZIL 90%
SAUDI ARABIA 88%
U.A.E. 88%
MEXICO 88%
SPAIN 87%
IRELAND 87%
COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
CHINA 87%
BELGIUM 87%
PHILIPPINES 86%
TURKEY 86%
3G, 4G, AND 5G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
GERMANY 84%
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: CONNECTIONS FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
POLAND 83%
ITALY 83%
ARGENTINA 81%
EGYPT 80%
RUSSIA 80%
COLOMBIA 78%
WORLDWIDE 77%
ROMANIA 76%
GHANA 70%
SOUTH AFRICA 70%
INDIA 67%
MOROCCO 65%
NIGERIA 60%
BROADBAND CONNECTIONS vs. TOTAL CONNECTIONS
VIETNAM 53%
KENYA 51%
JAN MOBILE BROADBAND: CONNECTION SHARE RANKING
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST SHARES OF MOBILE BROADBAND CONNECTIONS vs. TOTAL MOBILE CONNECTIONS*
HIGHEST RATES OF BROADBAND SHARE vs. ALL CONNECTIONS LOWEST RATES OF BROADBAND SHARE vs. ALL CONNECTIONS
01= NORTH KOREA 100% 4,522,381 210 EQUATORIAL GUINEA 6.8% 49,520
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. *NOTES: DATA DO NOT INCLUDE IOT CONNECTIONS. ONLY INCLUDES COUNTRIES AND
189 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
190
HONG KONG 170%
U.A.E. 164%
JAN
JAPAN 150%
2020
DENMARK 147%
AUSTRIA 146%
SINGAPORE 145%
PORTUGAL 141%
SWEDEN 137%
PHILIPPINES 137%
THAILAND 134%
AUSTRALIA 130%
RUSSIA 130%
NEW ZEALAND 130%
SOUTH AFRICA 123%
TAIWAN 119%
SWITZERLAND 119%
SOUTH KOREA 118%
MALAYSIA 115%
POLAND 114%
ISRAEL 112%
INDONESIA 112%
GERMANY 111%
ITALY 110%
ROMANIA 105%
ARGENTINA 104%
SAUDI ARABIA 103%
U.S.A. 103%
COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
SPAIN 101%
U.K. 99%
CHINA 98%
COLOMBIA 93%
FRANCE 93%
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: CONNECTIONS FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS.
CANADA 92%
GHANA 91%
3G, 4G, AND 5G MOBILE CONNECTIONS* AS A PERCENTAGE OF TOTAL POPULATION (REGARDLESS OF AGE)
NETHERLANDS 90%
BRAZIL 88%
IRELAND 85%
BELGIUM 81%
VIETNAM 80%
BROADBAND CONNECTIONS vs. POPULATION
WORLDWIDE 79%
TURKEY 79%
MEXICO 78%
MOROCCO 77%
EGYPT 73%
INDIA 52%
NIGERIA 50%
KENYA 50%
JAN MOBILE BROADBAND CONNECTIVITY RANKINGS
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST RATES OF MOBILE BROADBAND CONNECTIVITY vs. TOTAL POPULATION
HIGHEST RATES OF BROADBAND CONNECTIVITY vs. POPULATION LOWEST RATES OF BROADBAND CONNECTIVITY vs. POPULATION
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. *NOTES: DATA DO NOT INCLUDE IOT CONNECTIONS. ONLY INCLUDES COUNTRIES AND
191 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
192
GHANA 99%
INDONESIA 97%
JAN
PHILIPPINES 97%
2020
KENYA 97%
NIGERIA 96%
MOROCCO 91%
VIETNAM 89%
MEXICO 88%
INDIA 87%
EGYPT 86%
SOUTH AFRICA 83%
U.A.E. 81%
ITALY 81%
COLOMBIA 79%
RUSSIA 76%
THAILAND 75%
CHINA 74%
WORLDWIDE 73%
SAUDI ARABIA 72%
MALAYSIA 70%
ARGENTINA 70%
BRAZIL 62%
NEW ZEALAND 55%
PORTUGAL 53%
IRELAND 46%
ROMANIA 44%
TURKEY 44%
COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
U.K. 29%
SWITZERLAND 28%
AUSTRIA 25%
U.S.A. 21%
SPAIN 20%
SWEDEN 19%
BELGIUM 17%
TAIWAN 15%
PRE-PAID CONNECTIONS vs. ALL CONNECTIONS
MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE (“PAY-AS-YOU-GO”) AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
NETHERLANDS 15%
ISRAEL 15%
DENMARK 14%
CANADA 12%
FRANCE 8%
SOUTH KOREA 7%
JAPAN 0.3%
JAN MOBILE CONNECTIONS: PRE-PAID vs. POST-PAID
2020 COUNTRIES AND TERRITORIES* WITH THE HIGHEST RATES OF MOBILE CONNECTION PRE-PAYMENT AND POST-PAYMENT
HIGHEST RATES OF PRE-PAID MOBILE CONNECTIONS HIGHEST RATES OF POST-PAID MOBILE CONNECTIONS
SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019); KEPIOS ANALYSIS. *NOTES: DATA DO NOT INCLUDE IOT CONNECTIONS. ONLY INCLUDES COUNTRIES AND
193 TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. COMPARABILITY ADVISORY: BASE CHANGES.
JAN EVOLUTION OF GLOBAL MOBILE DATA CONSUMPTION
2020 MONTHLY AVERAGE GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
36.5
32.7
29.0
26.5
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 7.2GB 21.8
18.4
15.9
13.6
11.7
10.6
9.7
8.7
6.4 7.1
5.2 5.7
4.1 4.7
2.9 3.2 3.6
2.3 2.6
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2014 2014 2014 2014 2015 2015 2015 2015 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 2018 2019 2019 2019
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. BASED ON PUBLISHED FIGURES FOR 2019 FOR MOBILE DATA TRAFFIC AND SMARTPHONE
195 CONNECTIONS BY REGION.
JAN MOBILE TIME BY ACTIVITY
2020 TOTAL TIME THAT MOBILE USERS SPEND USING MOBILE DEVICES EACH DAY, WITH COMPARISON OF TIME SPENT USING APPS AND WEB BROWSERS
196 SOURCE: APP ANNIE (JANUARY 2020). *NOTE: PERCENTAGE SHARE FIGURES ONLY FACTOR TIME SPENT USING MOBILE APPS AND WEB BROWSERS.
JAN USE OF MOBILE APPS BY CATEGORY
2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
global global
web web
index index
global global
web web
index index
AVERAGE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME
SPENT USING MOBILE SPENT IN SOCIAL & SPENT IN VIDEO & SPENT PLAYING GAMES SPENT USING OTHER
DEVICES EACH DAY COMMUNICATIONS APPS ENTERTAINMENT APPS (ANY GAME KIND) KINDS OF APPS
198 SOURCE: APP ANNIE, “STATE OF MOBILE 2020” (JANUARY 2020). NOTE: FIGURES ARE BASED ON USE OF ANDROID DEVICES ONLY. PERCENTAGES DO NOT SUM TO 100% DUE TO ROUNDING.
JAN SHARE OF GLOBAL MOBILE DATA BY CATEGORY
2020 SHARE OF TOTAL GLOBAL MOBILE DATA VOLUME BY CATEGORY OF APPLICATION
CURRENT GLOBAL MONTHLY SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA:
MOBILE DATA VOLUME* VIDEO APPS SOCIAL NETWORKING SOFTWARE UPDATES
SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA:
WEB BROWSING AUDIO APPS FILE SHARING OTHER KINDS OF APP
WORLDWIDE NUMBER OF ANNUAL GROWTH IN TOTAL VALUE OF GLOBAL ANNUAL GROWTH IN THE AVERAGE CONSUMER
MOBILE APP DOWNLOADS THE NUMBER OF MOBILE CONSUMER SPEND ON VALUE OF CONSUMER SPEND ON APPS PER
IN 2019 (ALL PLATFORMS) APP DOWNLOADS MOBILE APPS IN 2019 SPEND ON MOBILE APPS SMARTPHONE* IN 2019
SOURCE: APP ANNIE, “STATE OF MOBILE 2020” (JANUARY 2020); ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2020); KEPIOS ANALYSIS.
200 *NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
JAN MOBILE APPS: GLOBAL CATEGORY RANKINGS
2020 RANKINGS OF MOBILE APP CATEGORIES BY TOTAL GLOBAL DOWNLOADS AND ANNUAL GLOBAL CONSUMER SPEND
GOOGLE PLAY: 2019 DOWNLOADS GOOGLE PLAY: 2019 SPEND IOS: 2019 DOWNLOADS IOS: 2019 SPEND
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
202 SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES.
JAN GLOBAL MOBILE APP RANKINGS: DOWNLOADS
2020 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF DOWNLOADS IN 2019
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
203 SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
JAN GLOBAL MOBILE APP RANKINGS: CONSUMER SPEND
2020 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND IN 2019
RANKING OF MOBILE APPS BY CONSUMER SPEND RANKING OF MOBILE GAMES BY CONSUMER SPEND
204 SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR CONSUMER SPEND VIA THIRD-PARTY ANDROID STORES.
JAN SHARE OF WEB TRAFFIC BY MOBILE OS
2020 PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS
SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC
ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM
ANDROID DEVICES APPLE IOS DEVICES KAI OS DEVICES SAMSUNG OS DEVICES* OTHER OS DEVICES
SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR
205 DECEMBER 2019; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2019 TO DECEMBER 2018. *NOTES: FIGUERS FOR SAMSUNG OS REFER ONLY TO THOSE
DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.
JAN MOBILE ACTIONS
2020 PERCENT OF INTERNET USERS AGED 16 TO 64 WHO PERFORM EACH ACTION USING THEIR MOBILE PHONE EACH MONTH
global global
web web
index index
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
206 *NOTE: “CASTING” INCLUDES SCREEN MIRRORING.
JAN CONNECTED DEVICES AND THE ‘INTERNET OF THINGS’
2020 THE TOTAL NUMBER OF CONNECTED DEVICES AROUND THE WORLD BY TYPE, AND EACH TYPE’S SHARE OF TOTAL CONNECTED DEVICES
6% 34% 7% 46% 8%
SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JANUARY 2020). *NOTE: TYPICAL SHORT-RANGE IOT DEVICES HAVE A RANGE OF UP TO 100 METRES, AND ARE POWERED
207 BY TECHNOLOGIES SUCH AS WIFI AND BLUETOOTH. WIDE-AREA IOT DEVICES USE TECHNOLOGIES SUCH AS CELLULAR CONNECTIVITY TO OFFER MUCH WIDER RANGES.
ADVISORY: ERICSSON AND GSMA INTELLIGENCE REPORT DIFFERENT FIGURES FOR THE NUMBER OF CELLULAR CONNECTIONS, SO DATA PUBLISHED BY EACH COMPANY MAY NOT CORRELATE.
WE ARE SOCIAL’S PERSPECTIVE: APPS & MOBILE IN 2020
SHIFTS IN HOW WE’RE USING OUR PHONES
In 2020, brands will In 2020, brands will be forced to In 2020, brands will use mobile
be expected to unlock the adapt their mobile offerings to a new interfaces to unlock experiences
value of 5G in the everyday range of formats and behaviours in the physical world
208
ECOMMERCE IN 2020
JAN FINANCIAL INCLUSION FACTORS
2020 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
SEARCHED ONLINE FOR VISITED AN ONLINE PURCHASED A MADE AN ONLINE MADE AN ONLINE
A PRODUCT OR SERVICE RETAIL STORE ON THE PRODUCT ONLINE PURCHASE VIA A LAPTOP PURCHASE VIA A
TO BUY (ANY DEVICE) WEB (ANY DEVICE) (ANY DEVICE) OR DESKTOP COMPUTER MOBILE DEVICE
global global
web web
index index
211 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
212
INDONESIA 88%
THAILAND 82%
JAN
POLAND 82%
2020
GERMANY 82%
MALAYSIA 82%
U.K. 81%
SOUTH KOREA 80%
TAIWAN 80%
IRELAND 78%
AUSTRIA 78%
CHINA 78%
ITALY 77%
PHILIPPINES 76%
web
global
index
U.S.A. 76%
SWITZERLAND 76%
VIETNAM 75%
WORLDWIDE 74%
INDIA 74%
SPAIN 74%
SWEDEN 74%
SINGAPORE 74%
ECOMMERCE ADOPTION
FRANCE 73%
SAUDI ARABIA 73%
NETHERLANDS 73%
NEW ZEALAND 72%
DENMARK 71%
BRAZIL 70%
HONG KONG 70%
AUSTRALIA 70%
ROMANIA 70%
BELGIUM 69%
JAPAN 69%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
CANADA 68%
ISRAEL 68%
MEXICO 67%
U.A.E. 66%
PORTUGAL 65%
ARGENTINA 64%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
TURKEY 63%
COLOMBIA 60%
RUSSIA 60%
SOUTH AFRICA 56%
EGYPT 51%
213
INDONESIA 80%
THAILAND 69%
JAN
PHILIPPINES 66%
2020
CHINA 64%
MALAYSIA 64%
VIETNAM 59%
SAUDI ARABIA 58%
TAIWAN 58%
SOUTH KOREA 57%
INDIA 55%
WORLDWIDE 52%
U.A.E. 51%
SINGAPORE 51%
web
HONG KONG 47%
global
index
IRELAND 45%
MEXICO 44%
TURKEY 44%
COLOMBIA 43%
POLAND 42%
ITALY 40%
SPAIN 40%
EGYPT 39%
SWEDEN 39%
ISRAEL 39%
U.S.A. 39%
ARGENTINA 38%
MOBILE ECOMMERCE ADOPTION
U.K. 38%
BRAZIL 38%
AUSTRIA 38%
NEW ZEALAND 37%
NETHERLANDS 36%
GERMANY 34%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SWITZERLAND 34%
SOUTH AFRICA 33%
AUSTRALIA 33%
CANADA 33%
PORTUGAL 33%
RUSSIA 32%
FRANCE 31%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
JAPAN 31%
ROMANIA 30%
DENMARK 29%
BELGIUM 28%
JAN GLOBAL ECOMMERCE SPEND BY CATEGORY
2020 THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2019, IN U.S. DOLLARS
U.S.A.
U.K.
SWEDEN
AUSTRALIA
GERMANY
NETHERLANDS
CHINA
SWITZERLAND
JAPAN
FRANCE
CANADA
HONG KONG
AUSTRIA
DENMARK
NEW ZEALAND
IRELAND
ISRAEL
BELGIUM
SINGAPORE
SPAIN
WORLDWIDE
PORTUGAL
U.A.E.
ITALY
POLAND
RUSSIA
MALAYSIA
TURKEY
MEXICO
THAILAND
BRAZIL
ARGENTINA
INDONESIA
COLOMBIA
SOUTH AFRICA
EGYPT
SAUDI ARABIA
GHANA
VIETNAM
INDIA
NIGERIA
KENYA
MOROCCO
PHILIPPINES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES REPRESENT ONLINE B2C
216 SPEND ON CONSUMER CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT
INCLUDE B2C SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR STREAMING SERVICES, OR ON ANY B2B PURCHASES.
JAN CONSUMER ECOMMERCE ARPU vs. GDP PER CAPITA
2020 AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2019 vs. GDP PER CAPITA
10.4%
4.6%
4.4%
3.8%
3.1%
2.9%
2.7%
2.6%
2.5%
2.5%
2.4%
2.3%
2.3%
2.3%
2.2%
2.2%
2.1%
2.0%
2.0%
2.0%
1.9%
1.9%
1.8%
1.7%
1.7%
1.7%
1.7%
1.7%
1.7%
1.7%
1.6%
1.5%
1.4%
1.4%
1.3%
1.3%
1.3%
1.2%
1.2%
1.0%
1.0%
1.0%
0.9%
0.6%
0.3%
CHINA
SOUTH KOREA
WORLDWIDE
EGYPT
U.K.
INDONESIA
GHANA
JAPAN
KENYA
INDIA
POLAND
SWEDEN
GERMANY
FRANCE
U.S.A.
NIGERIA
VIETNAM
AUSTRALIA
NEW ZEALAND
CANADA
NETHERLANDS
PORTUGAL
HONG KONG
SPAIN
THAILAND
SOUTH AFRICA
AUSTRIA
TURKEY
RUSSIA
COLOMBIA
MALAYSIA
ISRAEL
MEXICO
DENMARK
BRAZIL
BELGIUM
MOROCCO
SWITZERLAND
ITALY
ARGENTINA
U.A.E.
IRELAND
SINGAPORE
PHILIPPINES
SAUDI ARABIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: ARPU VALUES REPRESENT ONLINE
217 B2C SPEND ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR
STREAMING SERVICES. GDP COMPARISONS USE CURRENT UNITED STATES DOLLARS VALUES, NOT THE ‘INTERNATIONAL DOLLARS’ USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.
JAN TOP GOOGLE SHOPPING QUERIES
2020 TOP GLOBAL GOOGLE SHOPPING SEARCH QUERIES THROUGHOUT 2019
03 IPHONE 75 13 XIAOMI 20
04 SAMSUNG 73 14 HUAWEI 19
05 SHOES 68 15 IKEA 19
07 ADIDAS 51 17 GUCCI 18
08 TV 44 18 VANS 17
09 EBAY 37 19 LAPTOP 16
10 PS4 27 20 GOOGLE 16
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES
218 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).
JAN GLOBAL ECOMMERCE VALUE: ALTERNATIVE PERSPECTIVE
2020 PERSPECTIVES ON THE OVERALL SIZE AND GROWTH OF THE GLOBAL ECOMMERCE MARKET (IN U.S. DOLLARS)
TOTAL VALUE OF THE ANNUAL GROWTH IN THE ECOMMERCE SPEND AS WORLDWIDE AVERAGE MOBILE’S SHARE OF
GLOBAL CONSUMER (B2C) VALUE OF GLOBAL B2C A PERCENTAGE OF TOTAL ANNUAL ONLINE SPEND GLOBAL B2C ECOMMERCE
ECOMMERCE MARKET ECOMMERCE SPEND GLOBAL RETAIL SPEND PER B2C CONSUMER TRANSACTION VALUE
SOURCE: PPRO, “PAYMENTS AND E-COMMERCE REPORT: WESTERN AND CENTRAL EUROPE (2020 EDITION)” (DECEMBER 2019). NOTE: FIGURES REPRESENT GLOBAL VALUES, NOT JUST VALUES
219 FOR WESTERN AND CENTRAL EUROPE.
220
THAILAND 65%
SWEDEN 56%
SOUTH KOREA
JAN
56% 2020
NEW ZEALAND 55%
SOUTH AFRICA 54%
IRELAND 53%
POLAND 52%
MALAYSIA 49%
NETHERLANDS 47%
ISRAEL 47%
AUSTRALIA 47%
BRAZIL 47%
KENYA 46%
ITALY 34%
PORTUGAL 34%
SAUDI ARABIA 34%
GERMANY 33%
INDONESIA 33%
U.A.E. 30%
USE OF BANKING AND FINANCIAL SERVICES APPS
CHINA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY USE MOBILE BANKING OR FINANCIAL SERVICES APPS EACH MONTH
29%
INDIA 29%
JAPAN 21%
GHANA 20%
EGYPT 17%
MOROCCO 15%
JAN DIGITAL PAYMENTS OVERVIEW
2020 SIZE AND GROWTH OF THE DIGITAL PAYMENTS MARKET (IN U.S. DOLLARS)
NUMBER OF PEOPLE TOTAL ANNUAL VALUE ANNUAL CHANGE IN THE AVERAGE TOTAL ANNUAL VALUE OF
MAKING DIGITALLY ENABLED OF DIGITALLY ENABLED VALUE OF DIGITALLY ENABLED DIGITAL PAYMENT TRANSACTIONS
PAYMENT TRANSACTIONS* CONSUMER PAYMENTS CONSUMER PAYMENTS PER DIGITAL PAYMENTS USER
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR FINTECH (ACCESSED JANUARY 2020). FIGURES USE FULL-YEAR VALUES FOR 2019, WITH COMPARISONS TO EQUIVALENT 2018 DATA.
221 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED PAYMENTS” INCLUDE PAYMENTS FOR PRODUCTS AND SERVICES
MADE OVER THE INTERNET, AND MOBILE PAYMENTS AT POINT-OF-SALE (POS) VIA SMARTPHONE APPS.
222
CANADA 83%
ISRAEL 75%
JAN
JAPAN 68%
2020
SWITZERLAND 65%
HONG KONG 65%
U.K. 65%
SOUTH KOREA 64%
NEW ZEALAND 61%
AUSTRALIA 60%
SPAIN 54%
TAIWAN 53%
GERMANY 53%
IRELAND 51%
SINGAPORE 49%
BELGIUM 48%
AUSTRIA 47%
U.A.E. 45%
SWEDEN 45%
DENMARK 45%
ITALY 42%
TURKEY 42%
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JANUARY 2020).
FRANCE 41%
PERCENTAGE OF ADULTS AGED 15+ THAT POSSESS A CREDIT CARD
NETHERLANDS 39%
PORTUGAL 34%
CREDIT CARD PENETRATION
BRAZIL 27%
ARGENTINA 24%
MALAYSIA 21%
CHINA 21%
RUSSIA 20%
WORLDWIDE 18%
POLAND 17%
SAUDI ARABIA 16%
COLOMBIA 14%
ROMANIA 12%
THAILAND 10%
MEXICO 10%
SOUTH AFRICA 9%
GHANA 6%
KENYA 6%
VIETNAM 4%
EGYPT 3%
INDIA 3%
NIGERIA 3%
INDONESIA 2%
PHILIPPINES 2%
MOROCCO 0.2%
223
HONG KONG 42%
THAILAND 40%
JAN
CHINA 38%
2020
TAIWAN 37%
SOUTH KOREA 32%
INDIA 31%
DENMARK 31%
SINGAPORE 31%
POLAND
web
30%
global
index
BRAZIL 28%
WORLDWIDE 27%
SWITZERLAND 26%
VIETNAM 26%
SAUDI ARABIA 25%
INDONESIA 24%
RUSSIA 23%
SPAIN 23%
PHILIPPINES 23%
MEXICO 22%
MALAYSIA 22%
AUSTRIA 22%
GERMANY 22%
IRELAND 21%
PORTUGAL 21%
U.K. 21%
U.A.E. 20%
JAPAN 20%
NEW ZEALAND 20%
U.S.A. 20%
AUSTRALIA 19%
USE OF MOBILE PAYMENT SERVICES
CANADA 18%
KENYA 18%
ITALY 16%
SOUTH AFRICA 16%
SWEDEN 16%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
ARGENTINA 16%
COLOMBIA 16%
NETHERLANDS 15%
BELGIUM 15%
ROMANIA 15%
NIGERIA 13%
TURKEY 13%
FRANCE 12%
EGYPT 11%
ISRAEL 10%
MOROCCO 10%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING MOBILE PAYMENT SERVICES (E.G. APPLE PAY OR SAMSUNG PAY) EACH MONTH
GHANA 10%
224
PHILIPPINES 17%
BRAZIL 13%
JAN
SOUTH AFRICA 13%
2020
THAILAND 12%
NIGERIA 11%
INDONESIA 11%
COLOMBIA 10%
TURKEY 9%
ARGENTINA 9%
MALAYSIA 9%
PORTUGAL 9%
AUSTRIA 9%
ROMANIA 8%
SINGAPORE 8%
web
global
SPAIN 8%
index
U.A.E. 8%
SWITZERLAND 8%
VIETNAM 8%
MEXICO 7%
WORLDWIDE 7%
CHINA 7%
INDIA 7%
SOUTH KOREA 6%
GHANA 6%
POLAND 6%
JAPAN 6%
SWEDEN 6%
BELGIUM 5%
NETHERLANDS 5%
U.S.A. 5%
HONG KONG 5%
OWNERSHIP OF CRYPTOCURRENCY
KENYA 5%
IRELAND 5%
SAUDI ARABIA 5%
ITALY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT OWNING ANY FORM OF CRYPTOCURRENCY
5%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
U.K. 5%
AUSTRALIA 5%
DENMARK 4%
TAIWAN 4%
CANADA 4%
GERMANY 4%
EGYPT 4%
FRANCE 4%
NEW ZEALAND 4%
MOROCCO 2%
RUSSIA 2%
ISRAEL 1%
225
INDONESIA 49%
SINGAPORE 45%
JAN
BRAZIL 40%
2020
MEXICO 40%
COLOMBIA 34%
MALAYSIA 31%
CHINA 30%
INDIA 29%
RUSSIA 29%
VIETNAM 25%
WORLDWIDE 24%
SOUTH AFRICA 23%
EGYPT 23%
web
global
AUSTRALIA 22%
index
SAUDI ARABIA 22%
PHILIPPINES 21%
ARGENTINA 19%
NEW ZEALAND 19%
U.S.A. 17%
HONG KONG 17%
THAILAND 17%
PORTUGAL 16%
TAIWAN 15%
USE OF RIDE-HAILING APPS
POLAND 15%
U.K. 14%
CANADA 13%
IRELAND 12%
U.A.E. 12%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE RIDE-HAILING APPS EACH MONTH
SPAIN 11%
ISRAEL 11%
ROMANIA 10%
FRANCE 10%
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SWEDEN 9%
SWITZERLAND 9%
SOUTH KOREA 8%
TURKEY 7%
AUSTRIA 7%
ITALY 5%
DENMARK 4%
BELGIUM 4%
GERMANY 4%
NETHERLANDS 4%
JAPAN 3%
JAN RIDE-HAILING MARKET OVERVIEW
2020 SIZE AND GROWTH OF THE RIDE-HAILING MARKET (IN U.S. DOLLARS)
NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL GROWTH IN THE TOTAL ANNUAL REVENUE PER
USING DIGITALLY ENABLED DIGITALLY ENABLED VALUE OF THE DIGITALLY ENABLED USER OF DIGITALLY ENABLED
RIDE-HAILING SERVICES* RIDE-HAILING MARKET RIDE-HAILING MARKET RIDE-HAILING SERVICES
SOURCE: STATISTA MARKET OUTLOOK FOR ONLINE MOBILITY SERVICES (ACCESSED JANUARY 2020). FIGURES USE FULL-YEAR VALUES FOR 2019, WITH COMPARISONS TO EQUIVALENT 2018
226 DATA. SEE STATISTA.COM/OUTLOOK/MOBILITY-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED RIDE-HAILING SERVICES” INCLUDE TRANSPORTATION NETWORK
COMPANIES THAT OFFER RIDES IN PRIVATE VEHICLES (E.G. UBER, DIDI, GRAB), RIDE-POOLING SERVICES, AND REGULAR TAXI SERVICES BOOKED ONLINE OR THROUGH A SMARTPHONE APP.
JAN SOURCES OF NEW BRAND DISCOVERY
2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
227 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
JAN VALUE OF THE DIGITAL ADVERTISING MARKET
2020 TOTAL SPEND (IN U.S. DOLLARS) ON DIGITAL ADVERTISING IN 2019, WITH DETAIL OF SPEND IN INDIVIDUAL DIGITAL ADVERTISING SUB-CATEGORIES
TOTAL GLOBAL TOTAL GLOBAL AD TOTAL GLOBAL AD TOTAL GLOBAL AD TOTAL GLOBAL AD
DIGITAL AD SPEND SPEND ON GOOGLE SPEND ON FACEBOOK SPEND ON ALIBABA SPEND ON AMAZON
In 2020, brands will In 2020, AR will be used to help In 2020, ads and shoppable
behave more like people experience products posts will add functionality
people to sell on social and brands in the digital space and value to people’s feeds
231
HOOTSUITE’S PERSPECTIVE: ECOMMERCE IN 2020
From Instagram Checkout to Facebook Pay, social media is rapidly evolving into a full-blown ecommerce
machine. But social commerce efforts still need to be rooted in the fundamentals of smart social media strategy.
232
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