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DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMM...
PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE:
GWI
APP ANNIE
SEMRUSH
SIMILARWEB
KEPIOS
LOCOWISE
STATISTA
K...
!
Findings published in this report use the latest available data at the time of production. In order to provide the most ...
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GLOBAL OVERVIEW REPORT, WITH MORE THAN
200 PAGES OF ESSENTIAL CHARTS
AND INSIGHTS FROM...
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA...
GLOBAL OVERVIEW
8
APR
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA P...
9
APR
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA P...
10
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
USE OF THE INTERNET
12
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI...
13
APR
2021
SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED APR 2021). *NOTE: ITU AN...
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRI...
15
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI...
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRI...
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRI...
18
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI...
19
APR
2021
SOURCE: OOKLA (APR 2021). FIGURES REPRESENT AVERAGE DOWNLOAD AND UPLOAD SPEEDS (IN MEGABITS PER SECOND) AND CO...
20
APR
2021
SOURCE: OOKLA (APR 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN...
21
APR
2021
SOURCE: OOKLA (APR 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN M...
22
APR
2021
SOURCE: OOKLA (APR 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN ...
23
APR
2021
SOURCE: OOKLA (APR 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MA...
24
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROW...
25
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE ...
26
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
27
APR
2021
SOURCE: SEMRUSH (APR 2021). FIGURES REPRESENT TRAFFIC FOR MARCH 2021. NOTES: ‘UNIQUE VISITS’ REPRESENTS THE NU...
28
APR
2021
SOURCE: SIMILARWEB (APR 2021). FIGURES REPRESENT TRAFFIC FOR MARCH 2021. ADVISORY: SOME WEBSITES FEATURED IN T...
29
APR
2021
SOURCE: ALEXA (APR 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RE...
30
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
31
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). VALUES REPRESENT SHARE OF SEARCH ENGINE TRAFFIC IN MARCH 2021.
BAIDU ...
32
APR
2021
SOURCE: GOOGLE TRENDS (ACCESSED APR 2021); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT...
33
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
34
APR
2021
51.0% 51.2%
42.7%
35.5%
26.4%
55.9%
53.2%
47.6%
37.4%
29.7%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
35
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
36
APR
2021
40.3%
36.9%
34.8%
29.7%
23.6%
36.3%
33.9% 33.4%
28.1%
21.5%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FE...
37
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
38
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
39
APR
2021
79.0% 80.9% 78.5% 77.4% 75.7%
76.9% 79.3% 79.0% 79.3% 79.1%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
40
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
41
APR
2021
57.0%
50.8% 49.5%
45.3%
38.9%
48.4%
45.8% 45.1%
42.4%
36.8%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FE...
42
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
43
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
44
APR
2021
62.5%
57.7%
47.7%
37.0%
26.0%
61.0% 59.0%
51.5%
39.1%
27.7%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
45
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
46
APR
2021
46.8%
49.4%
42.5%
34.4%
26.4%
50.6%
53.2%
46.8%
36.3%
28.0%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
47
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
48
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
49
APR
2021
91.0% 89.8%
84.3%
75.7%
66.9%
94.3% 92.4%
87.7%
80.5%
67.3%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
50
APR
2021
SOURCE: GLOBALWEBINDEX (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
51
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
52
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
53
APR
2021
34.8%
31.6% 32.8%
36.4%
40.4%
30.2% 29.8%
31.8%
35.9%
41.4%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
USE OF SOCIAL MEDIA
55
APR
2021
SOURCES: KEPIOS (APR 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERT...
56
APR
2021
3.51 3.59 3.66 3.71 3.81 3.96 4.14 4.20 4.33
SOURCE: KEPIOS ANALYSIS (APR 2021), BASED ON DATA FROM SOCIAL MED...
57
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
58
APR
2021
SOURCE: GLOBALWEBINDEX (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
59
APR
2021
SOURCES: KEPIOS ANALYSIS (APR 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEM...
60
APR
2021
SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOE...
61
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
62
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
63
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
64
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
65
APR
2021
32.8%
25.3%
19.5%
15.4%
9.5%
24.4%
21.7%
18.5%
14.2%
9.7%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDING...
66
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
67
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64...
68
APR
2021
53.9%
49.2%
45.0%
37.3%
29.9%
49.0%
46.9%
42.9%
35.8%
28.6%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDI...
FACEBOOK
70
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE ...
71
APR
2021
2,375 2,414 2,449 2,498
2,603
2,701 2,740 2,797
1,887 1,924 1,930 1,949 2,025 2,091 2,137 2,184 2,212
SOURCES:...
72
APR
2021
2.5%
9.5%
12.6%
7.7%
5.0%
3.3%
2.6%
3.2%
14.0%
18.9%
9.9%
5.4%
3.1%
2.3%
FEMALE MALE FEMALE MALE FEMALE MALE F...
73
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “R...
74
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION ...
75
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
PERCE...
76
APR
2021
SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), B...
77
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE...
78
APR
2021
10
12
14
13
11
8
12
11
10
7
5 5
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE...
79
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTE: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBL...
80
APR
2021
5
6
8
10 10
7
4 4 4 4
3 3
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: FACE...
81
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUB...
82
APR
2021
9
13
18
20 20
15
8
9
12 12 12
9
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE...
83
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUB...
84
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. NOTES: FIGURES ARE AVERAGES BASED ON A WI...
85
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED ...
86
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) ...
YOUTUBE
88
APR
2021
SOURCES: KEPIOS ANALYSIS (APR 2021), BASED ON DATA PUBLISHED IN YOUTUBE’S MARKETING MATERIALS AND GOOGLE’S SEL...
89
APR
2021
6.3%
9.1%
7.8%
5.9%
4.3% 4.0%
8.7%
12.1%
9.2%
6.3%
4.2%
3.7%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE F...
90
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTES: DATA AR...
INSTAGRAM
92
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE D...
93
APR
2021
3.8%
14.0%
15.6%
8.6%
4.8%
2.3%
1.3%
3.7%
15.6%
17.2%
7.2%
3.5%
1.5%
0.9%
FEMALE MALE FEMALE MALE FEMALE MALE ...
94
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: DATA A...
95
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION ...
96
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A B...
97
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) R...
98
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) R...
FACEBOOK MESSENGER
100
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE ...
101
APR
2021
2.5%
9.9%
13.8%
8.1%
5.0%
2.9%
1.7%
3.0%
14.8%
19.7%
9.6%
5.0%
2.6%
1.6%
FEMALE MALE FEMALE MALE FEMALE MALE ...
102
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “...
103
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION...
LINKEDIN
105
APR
2021
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, N...
106
APR
2021
8.5%
26.7%
7.2%
1.1%
10.8%
33.4%
10.3%
2.0%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVI...
107
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “...
108
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION...
SNAPCHAT
110
APR
2021
SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: ...
111
APR
2021
12.4%
11.1%
9.4%
11.9%
8.7%
2.7%
8.4%
9.4%
8.7%
9.9%
4.9%
1.3%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SN...
112
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DAT...
113
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DAT...
TWITTER
115
APR
2021
SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOT...
116
APR
2021
2.6%
7.7%
12.9%
6.9%
6.0%
4.0%
9.4%
25.6%
13.8%
11.1%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S S...
Digital 2021 April Global Statshot Report v01
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Digital 2021 April Global Statshot Report v01

All the latest stats, insights, and trends you need to make sense of how the world uses the internet, mobile, social media, and ecommerce in April 2021. For more reports, including the latest global trends and in-depth local data for more than 240 countries and territories around the world, visit https://datareportal.com

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Digital 2021 April Global Statshot Report v01

  1. 1. DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE APRIL GLOBAL STATSHOT REPORT
  2. 2. PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE: GWI APP ANNIE SEMRUSH SIMILARWEB KEPIOS LOCOWISE STATISTA KENSHOO
  3. 3. ! Findings published in this report use the latest available data at the time of production. In order to provide the most accurate and up-to-date information, we have changed the sources we use to inform some of the numbers, and we have also changed the ways in which we calculate certain values. Consequently, various figures in this report will not be comparable with similar figures that we published in previous Global Digital Reports. Wherever such changes affect data in this report, we have included a  COMPARABILITY ADVISORY in the footnotes of each relevant slide, and in some cases we’ve also added an alert beneath the chart’s headline. In particular, please note that we no longer include data sourced from social media platforms in our internet user figures. As a result, the internet user numbers in this year’s reports may appear lower than those in previous reports, but this does not necessarily imply an actual drop in internet users. We have recalculated historical internet user figures in order to provide accurate growth figures in this year’s reports, but overall values will not be comparable with data published in previous reports in this series. Please also note that social media user numbers maynotrepresentuniqueindividuals,becausesomepeoplemaymanagemultiplesocialmediaaccounts,andbecause some active social media accounts may represent ‘non-human’ entities such as animals, groups and organisations, locations, and more. As a result, the figures we publish for social media users may exceed the figures we publish for internet users. This may seem counter-intuitive, but the numbers in such instances are not incorrect. Separating social media user numbers from internet user numbers in this way allows readers to make more informed choices, and enables them to use the data that has the greatest relevance to their needs. Please see the complete list of data sources at the end of this report for further details. IMPORTANT NOTES ON CHANGES TO DATA
  4. 4. CLICK HERE TO READ OUR DIGITAL 2021 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL DIGITAL OVERVIEWS FOR EVERY COUNTRY IN THE WORLD DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE GLOBAL OVERVIEW REPORT DIGITAL2021 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD LOCAL COUNTRY HEADLINES
  5. 5. GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
  6. 6. GLOBAL OVERVIEW
  7. 7. 8 APR 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS* ACTIVE SOCIAL MEDIA USERS* 7.85 5.27 4.72 4.33 BILLION BILLION BILLION BILLION 56.5% 67.1% 60.1% 55.1% DIGITAL AROUND THE WORLD ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  8. 8. 9 APR 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. APR 2021 vs. APR 2020 APR 2021 vs. APR 2020 APR 2021 vs. APR 2020 APR 2021 vs. APR 2020 TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS* ACTIVE SOCIAL MEDIA USERS* +1.0% +1.9% +7.6% +13.7% +80 MILLION +97 MILLION +332 MILLION +521 MILLION GLOBAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  9. 9. 10 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. “QOQ” REPRESENTS QUARTER-ON-QUARTER CHANGE. TELEVISION INCLUDES BROADCAST (LINEAR) TV AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT PLAYING VIDEO GAMES ON A GAMES CONSOLE TIME SPENT USING THE INTERNET (ALL DEVICES) TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) 1H 33M 0H 58M 0H 52M 1H 10M QOQ: +2.2% QOQ: -3.3% QOQ: -3.7% QOQ: -2.8% 6H 56M 3H 17M 2H 22M 1H 56M QOQ: +0.5% QOQ: -3.4% QOQ: -2.1% QOQ: -4.9% DAILY TIME SPENT WITH MEDIA THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
  10. 10. USE OF THE INTERNET
  11. 11. 12 APR 2021 SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. TOTAL NUMBER OF GLOBAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL POPULATION ANNUAL CHANGE IN THE NUMBER OF GLOBAL INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE DEVICES 4.72 60.1% +7.6% 6H 56M 92.8% BILLION +332 MILLION A SNAPSHOT OF INTERNET USE AROUND THE WORLD OVERVIEW OF GLOBAL INTERNET USE ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  12. 12. 13 APR 2021 SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED APR 2021). *NOTE: ITU AND CIA USER NUMBERS BASED ON THE PUBLISHED PENETRATION FIGURE COMPARED TO LATEST POPULATION DATA FROM THE UNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THAT WE REPORT FOR INTERNET USERS REFERENCES DATA FROM VARIOUS DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE. AS A RESULT, OUR OVERALL FIGURE MAY NOT MATCH ANY OF THE TOTALS REPORTED ON THIS SLIDE. GLOBAL INTERNET USERS: ITU DATA* GLOBAL INTERNET USERS: CIA WORLD FACTBOOK DATA GLOBAL INTERNET USERS: INTERNETWORLDSTATS DATA GLOBAL INTERNET USERS: INTERNETLIVESTATS DATA vs. POPULATION: vs. POPULATION: vs. POPULATION: vs. POPULATION: 4.04 4.23 5.05 4.88 BILLION BILLION BILLION BILLION 51.4% 53.9% 64.3% 62.2% GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS
  13. 13. OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 14 APR 2021 SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. 71.0% 69.0% 70.6% 42.2% 57.1% 73.7% 62.1% 24.4% 26.2% 40.9% 55.7% 82.3% 85.7% 93.3% 97.0% 72.0% 61.7% 66.9% 90.4% INTERNET ADOPTION IN EACH REGION, SHOWN AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION AROUND THE WORLD ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  14. 14. 15 APR 2021 SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. NOTE: VALUES HAVE BEEN CAPPED AT 99%.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. 99.0% 99.0% 98.0% 97.0% 97.0% 97.0% 95.7% 95.0% 95.0% 94.0% 94.0% 93.0% 93.0% 92.0% 92.0% 92.0% 91.0% 90.0% 90.0% 90.0% 89.0% 89.0% 88.0% 85.0% 85.0% 85.0% 84.2% 84.2% 83.7% 80.7% 80.0% 78.0% 75.0% 74.4% 73.7% 71.0% 70.0% 70.0% 69.5% 68.5% 68.0% 67.0% 64.0% 60.1% 60.0% 57.3% 50.0% 50.0% 45.0% 40.0% 28.8% 27.5% 23.2% 20.6% DENMARK U.A.E. U.K. SOUTH KOREA SWEDEN SWITZERLAND SAUDI ARABIA GERMANY NETHERLANDS CANADA NEW ZEALAND JAPAN SPAIN BELGIUM HONG KONG IRELAND FRANCE SINGAPORE TAIWAN U.S.A. AUSTRALIA AUSTRIA ISRAEL POLAND ROMANIA RUSSIA PORTUGAL MALAYSIA ITALY GREECE ARGENTINA TURKEY BRAZIL MOROCCO INDONESIA MEXICO IRAN VIETNAM THAILAND CHINA COLOMBIA PHILIPPINES SOUTH AFRICA WORLDWIDE PERU EGYPT GHANA NIGERIA INDIA KENYA BANGLADESH PAKISTAN D.R. CONGO ETHIOPIA PERCENTAGE OF THE POPULATION THAT USES THE INTERNET INTERNET ADOPTION ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  15. 15. OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 16 APR 2021 SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF GLOBAL INTERNET USERS. REGIONS BASED ON THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. 0.6% 9.8% 25.1% 17.5% 0.9% 4.4% 0.9% 2.3% 1.0% 3.6% 2.9% 5.1% 2.8% 3.9% 2.2% 6.6% 0.6% 2.6% 7.1% THE NUMBER OF INTERNET USERS IN EACH REGION AS A PERCENTAGE OF THE TOTAL NUMBER OF GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS BY REGION ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  16. 16. OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 17 APR 2021 SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. NOTES: REGIONS BASED ON THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. 12 207 493 1,126 32 73 26 340 134 239 110 52 20 13 3 120 17 60 35 THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET THE ‘NEXT 3 BILLION’: UNCONNECTED POPULATIONS ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  17. 17. 18 APR 2021 SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. TOTAL NUMBER OF MOBILE INTERNET USERS (CELLULAR AND / OR WIFI) MOBILE INTERNET USERS AS A PERCENTAGE OF TOTAL INTERNET USERS SMARTPHONE INTERNET USERS AS A PERCENTAGE OF TOTAL INTERNET USERS FEATURE PHONE INTERNET USERS AS A PERCENTAGE OF TOTAL INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET ON MOBILE DEVICES 4.38 92.8% 91.5% 4.8% 3H 36M BILLION INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES MOBILE INTERNET USE ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
  18. 18. 19 APR 2021 SOURCE: OOKLA (APR 2021). FIGURES REPRESENT AVERAGE DOWNLOAD AND UPLOAD SPEEDS (IN MEGABITS PER SECOND) AND CONNECTION LATENCY (IN MILLISECONDS) IN MARCH 2021, WITH COMPARISONS TO THE EQUIVALENT VALUES IN MARCH 2020. *NOTE: A NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER LATENCY RESULTS IN FASTER CONTENT DELIVERY. AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS AVERAGE SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF FIXED INTERNET CONNECTIONS DOWNLOAD (MBPS): DOWNLOAD: DOWNLOAD (MBPS): DOWNLOAD: UPLOAD (MBPS): UPLOAD: UPLOAD (MBPS): UPLOAD: LATENCY (MS): LATENCY*: LATENCY (MS): LATENCY*: 48.40 +58.8% 98.67 +32.2% 12.60 +17.4% 53.22 +32.5% 37 -11.9% 20 -16.7% AVERAGE DOWNLOAD AND UPLOAD SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS INTERNET CONNECTION SPEEDS: OVERVIEW
  19. 19. 20 APR 2021 SOURCE: OOKLA (APR 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN MARCH 2021, AND COMPARISONS TO AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN MARCH 2020. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN APRIL 2021. FASTEST MOBILE INTERNET CONNECTION SPEEDS SLOWEST MOBILE INTERNET CONNECTION SPEEDS # COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y 140 TURKMENISTAN 4.18 [N/A] 139 AFGHANISTAN 6.34 +5.5% 138 VENEZUELA 6.87 +9.0% 137 PALESTINE 7.34 +3.8% 136 BANGLADESH 10.40 +5.4% 135 GHANA 11.23 -21.7% 134 SUDAN 11.33 +63.5% 133 SOMALIA 11.86 -9.7% 132 TANZANIA 12.14 +20.2% 131 INDIA 12.15 +19.7% 01 UNITED ARAB EMIRATES 178.52 +113.7% 02 SOUTH KOREA 170.52 +109.5% 03 QATAR 167.40 +113.6% 04 CHINA 150.40 +105.0% 05 SAUDI ARABIA 133.73 +147.1% 06 NORWAY 118.20 +70.5% 07 AUSTRALIA 109.33 +70.9% 08 NETHERLANDS 103.37 +43.4% 09 BULGARIA 96.27 +47.3% 10 SWITZERLAND 95.27 +84.9% COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS MOBILE INTERNET CONNECTION SPEED RANKINGS
  20. 20. 21 APR 2021 SOURCE: OOKLA (APR 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN MARCH 2021. 178.52 170.52 150.40 133.73 109.33 103.37 95.27 93.87 83.44 82.76 78.50 77.19 76.15 68.29 66.93 64.78 64.04 63.50 60.99 57.89 55.60 52.35 49.69 48.40 47.11 46.40 45.59 45.16 42.85 42.49 42.37 39.08 36.36 35.98 34.82 31.43 29.45 27.98 25.44 25.43 24.14 23.26 22.09 20.99 20.49 18.25 17.74 16.49 12.15 11.23 10.40 U.A.E. SOUTH KOREA CHINA SAUDI ARABIA AUSTRALIA NETHERLANDS SWITZERLAND CANADA SWEDEN DENMARK NEW ZEALAND TAIWAN U.S.A. HONG KONG SINGAPORE FRANCE GERMANY BELGIUM GREECE AUSTRIA U.K. ROMANIA SPAIN WORLDWIDE THAILAND PORTUGAL POLAND JAPAN ITALY SOUTH AFRICA IRELAND TURKEY MOROCCO ISRAEL VIETNAM MEXICO BRAZIL ARGENTINA MALAYSIA PHILIPPINES RUSSIA KENYA PERU EGYPT NIGERIA PAKISTAN INDONESIA COLOMBIA INDIA GHANA BANGLADESH AVERAGE MOBILE INTERNET CONNECTION SPEED, IN MBPS MOBILE INTERNET CONNECTION SPEEDS
  21. 21. 22 APR 2021 SOURCE: OOKLA (APR 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MARCH 2021, AND COMPARISONS TO AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MARCH 2020. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN APRIL 2021. FASTEST FIXED INTERNET CONNECTION SPEEDS SLOWEST FIXED INTERNET CONNECTION SPEEDS # COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y 177 TURKMENISTAN 3.51 +85.7% 176 CUBA 3.91 -20.7% 175 YEMEN 5.66 +41.1% 174 ALGERIA 5.78 +59.2% 173 GUINEA 7.10 -36.1% 172 NIGER 7.57 [N/A] 171 MAURITANIA 7.87 +42.1% 170 DEM. REP. OF THE CONGO 8.66 +54.6% 169 SUDAN 8.74 +61.6% 168 SYRIA 9.34 +58.0% 01 SINGAPORE 234.40 +18.8% 02 THAILAND 230.59 +53.8% 03 HONG KONG 224.73 +33.0% 04 ROMANIA 210.82 +39.1% 05 MONACO 205.44 +48.3% 06 DENMARK 202.16 +50.7% 07 FRANCE 193.46 +41.8% 08 LIECHTENSTEIN 192.39 +50.4% 09 HUNGARY 186.88 +47.3% 10 SWITZERLAND 186.56 +25.8% COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS FIXED INTERNET CONNECTION SPEED RANKINGS
  22. 22. 23 APR 2021 SOURCE: OOKLA (APR 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MARCH 2021. 234.40 230.59 224.73 210.82 202.16 193.46 186.56 185.01 183.98 182.69 168.00 164.42 161.95 156.10 152.17 148.14 140.28 137.22 136.20 129.85 127.90 115.83 105.06 104.07 101.38 98.67 98.46 87.32 85.19 84.65 83.61 83.45 74.79 61.24 56.10 51.34 50.76 49.64 47.89 46.77 46.25 43.20 36.68 34.83 34.11 34.07 25.05 24.98 21.19 14.91 11.43 SINGAPORE THAILAND HONG KONG ROMANIA DENMARK FRANCE SWITZERLAND SOUTH KOREA SPAIN U.S.A. CHINA SWEDEN CANADA TAIWAN NEW ZEALAND JAPAN PORTUGAL NETHERLANDS ISRAEL U.A.E. POLAND GERMANY IRELAND BELGIUM AUSTRIA WORLDWIDE MALAYSIA U.K. SAUDI ARABIA BRAZIL RUSSIA ITALY AUSTRALIA VIETNAM INDIA PERU COLOMBIA ARGENTINA GHANA MEXICO PHILIPPINES SOUTH AFRICA EGYPT GREECE TURKEY BANGLADESH MOROCCO INDONESIA KENYA NIGERIA PAKISTAN AVERAGE FIXED INTERNET CONNECTION SPEED, IN MBPS FIXED INTERNET CONNECTION SPEEDS
  23. 23. 24 APR 2021 SOURCE: STATCOUNTER (ACCESSED APR 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR MARCH 2021; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR MARCH 2021 TO MARCH 2020. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES. MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MOBILE PHONES LAPTOPS & DESKTOPS TABLET COMPUTERS OTHER DEVICES 54.18% 42.90% 2.84% 0.08% +4.3% -5.2% +7.2% -33.3% +221 BPS -236 BPS +19 BPS -4 BPS EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB TRAFFIC BY DEVICE THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS) !
  24. 24. 25 APR 2021 SOURCE: STATCOUNTER (ACCESSED APR 2021). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE VALUES ARE FOR MARCH 2021; CHANGE FIGURES COMPARE EACH BROWSER’S SHARE IN MARCH 2021 TO ITS SHARE IN MARCH 2020. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES. MICROSOFT EDGE* OPERA INTERNET EXPLORER OTHER CHROME SAFARI FIREFOX SAMSUNG INTERNET 3.7% 2.1% 0.7% 3.2% YOY: +53.3% (+130 BPS) YOY: +30.7% (+50 BPS) YOY: -57.3% (-98 BPS) YOY: -27.0% (-117 BPS) 64.2% 19.0% 3.7% 3.3% YOY: +0.8% (+50 BPS) YOY: +3.7% (+68 BPS) YOY: -16.7% (-74 BPS) YOY: -2.7% (-9 BPS) BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE SHARE OF GLOBAL WEB TRAFFIC BY BROWSER
  25. 25. 26 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 63.3% 56.6% 55.6% 52.5% 52.1% 47.6% 46.4% 46.4% 44.5% 42.8% 38.7% 36.2% 35.5% 32.4% 31.3% 30.8% FINDING INFORMATION STAYING IN TOUCH WITH FRIENDS AND FAMILY KEEPING UP TO DATE WITH NEWS AND EVENTS WATCHING VIDEOS, TV SHOWS, AND MOVIES RESEARCHING HOW TO DO THINGS FINDING NEW IDEAS OR INSPIRATION ACCESSING AND LISTENING TO MUSIC RESEARCHING PRODUCTS AND BRANDS FILLING UP SPARE TIME AND GENERAL BROWSING EDUCATION AND STUDY-RELATED PURPOSES RESEARCHING PLACES, VACATIONS, AND TRAVEL RESEARCHING HEALTH AND HEALTHCARE PRODUCTS MANAGING FINANCES GAMING BUSINESS-RELATED RESEARCH MEETING NEW PEOPLE PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET REASONS FOR USING THE INTERNET
  26. 26. 27 APR 2021 SOURCE: SEMRUSH (APR 2021). FIGURES REPRESENT TRAFFIC FOR MARCH 2021. NOTES: ‘UNIQUE VISITS’ REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES. # WEBSITE TOTAL VISITS UNIQUE VISITS TIME PER VISIT PAGES PER VISIT # WEBSITE TOTAL VISITS UNIQUE VISITS TIME PER VISIT PAGES PER VISIT 11 YAHOO.COM 3.5B 0.5B 16M 07S 3.9 12 YANDEX.RU 3.4B 0.2B 22M 31S 7.5 13 XNXX.COM 2.3B 0.4B 17M 28S 9.7 14 LIVE.COM 2.3B 0.4B 7M 08S 4.1 15 REDDIT.COM 2.2B 0.4B 19M 17S 4.0 16 NAVER.COM 1.9B 0.1B 1M 52S 9.8 17 VK.COM 1.8B 0.2B 0M 46S 11.4 18 FANDOM.COM 1.6B 0.4B 11M 01S 3.2 19 WHATSAPP.COM 1.6B 0.3B 22M 05S 1.6 20 RAKUTEN.CO.JP 1.5B 0.2B 7M 58S 5.8 01 GOOGLE.COM 75.1B 3.4B 23M 11S 7.0 02 YOUTUBE.COM 21.9B 2.2B 9M 03S 4.2 03 FACEBOOK.COM 16.4B 2.0B 22M 42S 6.0 04 WIKIPEDIA.ORG 14.3B 2.6B 8M 53S 2.1 05 YAHOO.CO.JP 5.4B 0.2B 16M 25S 6.8 06 INSTAGRAM.COM 4.1B 0.9B 17M 27S 4.4 07 AMAZON.COM 4.1B 0.8B 12M 44S 6.6 08 PORNHUB.COM 3.8B 0.6B 14M 14S 8.5 09 XVIDEOS.COM 3.7B 0.6B 17M 28S 9.4 10 TWITTER.COM 3.6B 0.8B 15M 10S 4.5 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (SEMRUSH)
  27. 27. 28 APR 2021 SOURCE: SIMILARWEB (APR 2021). FIGURES REPRESENT TRAFFIC FOR MARCH 2021. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES. # WEBSITE TOTAL VISITS UNIQUE VISITS TIME PER VISIT PAGES PER VISIT # WEBSITE TOTAL VISITS UNIQUE VISITS TIME PER VISIT PAGES PER VISIT 11 WHATSAPP.COM 2.9B 0.4B 3M 12S 1.5 12 ZOOM.US 2.8B 0.5B 3M 35S 3 13 XNXX.COM 2.6B 0.3B 8M 23S 11.2 14 AMAZON.COM 2.6B 0.5B 6M 59S 8.5 15 LIVE.COM 2.5B 0.3B 7M 43S 8.3 16 PORNHUB.COM 2.3B 0.3B 7M 58S 7 17 NETFLIX.COM 2.3B 0.2B 9M 49S 4.2 18 YAHOO.CO.JP 2.3B 0.1B 9M 24S 7 19 OFFICE.COM 1.7B 0.2B 9M 38S 7.5 20 REDDIT.COM 1.7B 0.2B 9M 24S 6.4 01 GOOGLE.COM 92.1B 3.0B 11M 58S 8.9 02 YOUTUBE.COM 33.7B 1.8B 21M 53S 11.4 03 FACEBOOK.COM 22.6B 1.8B 10M 13S 8.5 04 TWITTER.COM 6.4B 0.9B 10M 48S 11.7 05 INSTAGRAM.COM 6.1B 1.0B 7M 34S 11 06 WIKIPEDIA.ORG 5.9B 1.2B 3M 55S 3 07 BAIDU.COM 5.8B 0.3B 6M 26S 8.3 08 YAHOO.COM 3.8B 0.5B 7M 46S 5.8 09 XVIDEOS.COM 3.4B 0.4B 9M 49S 9 10 YANDEX.RU 3.4B 0.2B 11M 57S 9.5 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
  28. 28. 29 APR 2021 SOURCE: ALEXA (APR 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT GLOBAL VISITORS SPEND ON EACH SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. # WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY 11 AMAZON.COM 10M 28S 9.7 12 YAHOO.COM 5M 29S 5.0 13 WIKIPEDIA.ORG 3M 45S 3.0 14 WEIBO.COM 2M 59S 3.4 15 SINA.COM.CN 2M 49S 3.3 16 ZOOM.US 7M 22S 3.7 17 XINHUANET.COM 3M 02S 5.9 18 LIVE.COM 5M 34S 5.6 19 REDDIT.COM 5M 55S 4.6 20 NETFLIX.COM 4M 32S 3.2 01 GOOGLE.COM 16M 52S 18.1 02 YOUTUBE.COM 18M 26S 10.2 03 TMALL.COM 7M 00S 3.9 04 BAIDU.COM 5M 29S 5.1 05 QQ.COM 3M 38S 3.9 06 SOHU.COM 3M 37S 4.5 07 FACEBOOK.COM 18M 30S 9.0 08 TAOBAO.COM 4M 38S 3.5 09 360.CN 3M 15S 4.2 10 JD.COM 3M 28S 4.3 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (ALEXA)
  29. 29. 30 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO VALUES MAY NOT BE DIRECTLY COMPARABLE. USED A CONVENTIONAL SEARCH ENGINE (E.G. GOOGLE) IN THE PAST MONTH USED VOICE SEARCH OR VOICE COMMANDS IN THE PAST MONTH USE SOCIAL NETWORKS AS A MAIN SOURCE WHEN LOOKING FOR INFORMATION ABOUT BRANDS USED IMAGE RECOGNITION TOOLS (E.G. PINTEREST LENS) ON A MOBILE DEVICE IN THE PAST MONTH 98.0% 46.7% 44.7% 33.8% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES ONLINE SEARCH BEHAVIOURS
  30. 30. 31 APR 2021 SOURCE: STATCOUNTER (ACCESSED APR 2021). VALUES REPRESENT SHARE OF SEARCH ENGINE TRAFFIC IN MARCH 2021. BAIDU DUCKDUCKGO SOGOU OTHER GOOGLE BING YAHOO! YANDEX 1.3% 0.6% 0.3% 0.5% YOY: -9.0% (-13 BPS) YOY: +43.9% (+18 BPS) YOY: -10.3% (-3 BPS) YOY: -30.8% (-20 BPS) 92.4% 2.5% 1.5% 1.0% YOY: +0.5% (+42 BPS) YOY: -3.9% (-10 BPS) YOY: -10.8% (-18 BPS) YOY: +5.2% (+5 BPS) PERCENTAGE OF GLOBAL WEB SEARCH TRAFFIC GOING TO EACH SEARCH ENGINE’S WEBSITE SEARCH ENGINE MARKET SHARE
  31. 31. 32 APR 2021 SOURCE: GOOGLE TRENDS (ACCESSED APR 2021); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY vs. SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). *ADVISORY: GOOGLE TRENDS DATA IS BASED ON A DYNAMIC SAMPLE OF SEARCH ACTIVITY, AND RANK ORDERS AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED. # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY 11 INSTAGRAM 31 12 GMAIL 24 13 TIEMPO 24 14 WHATSAPP WEB 23 15 TWITTER 21 16 ПОГОДА 19 17 TRADUCTOR 19 18 HOTMAIL 19 19 CLIMA 19 20 YAHOO 18 01 GOOGLE 100 02 YOUTUBE 85 03 FACEBOOK 82 04 YOU 71 05 WEATHER 60 06 NEWS 47 07 AMAZON 47 08 TRANSLATE 40 09 WHATSAPP 38 10 VIDEOS 32 BASED ON WORLDWIDE GOOGLE SEARCHES* BETWEEN 01 JANUARY AND 31 MARCH 2021 TOP GOOGLE SEARCH QUERIES IN Q1 2021
  32. 32. 33 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 59.7% 57.6% 53.4% 53.0% 50.4% 47.1% 46.9% 46.7% 45.9% 45.6% 45.3% 44.3% 42.3% 42.3% 42.2% 39.9% 39.3% 38.6% 35.9% 35.8% 35.3% 34.9% 33.9% 33.2% 32.2% 32.2% 31.6% 27.9% 26.7% 25.6% 25.4% 24.3% 23.9% 23.3% 22.6% 22.5% 22.1% 21.8% 21.1% 21.0% 20.2% 18.1% 17.6% 17.2% INDIA CHINA INDONESIA THAILAND MEXICO SAUDI ARABIA TURKEY WORLDWIDE TAIWAN U.A.E. VIETNAM COLOMBIA BRAZIL U.S.A. PHILIPPINES HONG KONG MALAYSIA ITALY SOUTH AFRICA SPAIN AUSTRALIA EGYPT CANADA U.K. ARGENTINA SINGAPORE IRELAND NEW ZEALAND FRANCE RUSSIA ROMANIA GERMANY SWEDEN PORTUGAL DENMARK ISRAEL SWITZERLAND SOUTH KOREA POLAND AUSTRIA NETHERLANDS BELGIUM JAPAN GREECE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS
  33. 33. 34 APR 2021 51.0% 51.2% 42.7% 35.5% 26.4% 55.9% 53.2% 47.6% 37.4% 29.7% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO USE VOICE SEARCH OR VOICE COMMANDS EACH MONTH (ANY DEVICE) USE OF VOICE INTERFACES BY AGE AND GENDER
  34. 34. 35 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: ONLY INCLUDES USE OF IMAGE RECOGNITION TOOLS ON MOBILE DEVICES. 59.7% 59.2% 58.2% 54.6% 47.1% 46.9% 46.4% 44.1% 42.5% 40.6% 39.2% 38.5% 38.2% 37.3% 36.3% 36.3% 35.7% 35.4% 34.3% 34.2% 33.8% 32.5% 32.2% 32.0% 27.6% 27.3% 27.2% 27.0% 24.8% 23.9% 22.9% 22.6% 22.0% 21.0% 21.0% 20.6% 20.2% 19.8% 19.5% 17.9% 17.3% 13.0% 12.2% 11.2% 10.0% 9.5% 9.2% 8.5% MEXICO BRAZIL COLOMBIA ARGENTINA PORTUGAL THAILAND INDONESIA VIETNAM PHILIPPINES NIGERIA TAIWAN INDIA ISRAEL KENYA GREECE SPAIN ITALY MALAYSIA ROMANIA SOUTH AFRICA WORLDWIDE TURKEY CHINA SAUDI ARABIA EGYPT U.A.E. GHANA POLAND IRELAND HONG KONG U.S.A. RUSSIA CANADA NEW ZEALAND SINGAPORE DENMARK AUSTRALIA SOUTH KOREA U.K. MOROCCO SWEDEN SWITZERLAND NETHERLANDS AUSTRIA JAPAN BELGIUM GERMANY FRANCE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH USE OF IMAGE RECOGNITION TOOLS ON MOBILE
  35. 35. 36 APR 2021 40.3% 36.9% 34.8% 29.7% 23.6% 36.3% 33.9% 33.4% 28.1% 21.5% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: ONLY INCLUDES USE OF IMAGE RECOGNITION TOOLS ON MOBILE DEVICES. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH USE OF IMAGE RECOGNITION TOOLS ON MOBILE
  36. 36. 37 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO VALUES MAY NOT BE DIRECTLY COMPARABLE. VISITED OR USED A SOCIAL NETWORK USED A CHAT APP OR INSTANT MESSAGING SERVICE USED A WEBMAIL SERVICE TO ACCESS, READ, OR SEND EMAIL USED A VOIP SERVICE (OR SIMILAR) TO MAKE PHONE CALLS OVER THE INTERNET MADE A VIDEO CALL ON A MOBILE DEVICE 98.0% 94.5% 78.7% 47.5% 47.5% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE DIFFERENT KINDS OF INTERNET-POWERED SERVICES TO STAY IN TOUCH WITH OTHERS INTERNET-POWERED COMMUNICATION
  37. 37. 38 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 96.2% 94.1% 93.7% 93.1% 92.9% 91.5% 91.4% 90.8% 90.2% 90.1% 89.2% 88.7% 88.6% 88.5% 88.1% 88.0% 87.3% 87.0% 86.7% 86.6% 86.3% 85.6% 85.5% 85.2% 85.1% 84.6% 84.4% 84.3% 84.0% 83.8% 83.0% 82.9% 82.1% 81.8% 80.4% 80.2% 78.7% 77.9% 77.6% 77.4% 77.0% 75.6% 71.2% 67.2% PORTUGAL COLOMBIA MEXICO ARGENTINA TURKEY BRAZIL SPAIN POLAND THAILAND SWITZERLAND SAUDI ARABIA INDONESIA IRELAND HONG KONG ITALY MALAYSIA SOUTH AFRICA PHILIPPINES SWEDEN GREECE TAIWAN NEW ZEALAND AUSTRIA DENMARK U.K. ISRAEL AUSTRALIA CANADA SINGAPORE FRANCE BELGIUM U.A.E. EGYPT GERMANY ROMANIA U.S.A. WORLDWIDE SOUTH KOREA INDIA VIETNAM RUSSIA NETHERLANDS JAPAN CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED A WEBMAIL SERVICE TO ACCESS, READ, OR SEND EMAIL IN THE PAST MONTH USE OF WEB-BASED EMAIL
  38. 38. 39 APR 2021 79.0% 80.9% 78.5% 77.4% 75.7% 76.9% 79.3% 79.0% 79.3% 79.1% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED A WEBMAIL SERVICE TO ACCESS, READ, OR SEND EMAIL IN THE PAST MONTH USE OF WEB-BASED EMAIL BY AGE AND GENDER
  39. 39. 40 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: ONLY INCLUDES INTERNET USERS MAKING VIDEO CALLS VIA MOBILE DEVICES. 69.7% 65.9% 65.3% 62.1% 61.5% 60.3% 59.0% 58.9% 58.8% 58.5% 58.2% 57.9% 55.5% 55.0% 54.4% 54.4% 53.9% 53.3% 50.8% 50.6% 50.6% 50.5% 49.7% 49.3% 49.0% 47.7% 47.5% 46.7% 46.2% 46.1% 45.8% 45.3% 45.2% 44.1% 43.1% 43.0% 41.7% 41.4% 39.9% 38.3% 38.1% 36.2% 35.4% 35.1% 34.9% 32.3% 27.3% 18.1% PHILIPPINES NIGERIA SOUTH AFRICA TURKEY COLOMBIA PORTUGAL VIETNAM BRAZIL ARGENTINA MEXICO IRELAND GHANA SPAIN KENYA GREECE INDONESIA INDIA ROMANIA SAUDI ARABIA ITALY SWITZERLAND MALAYSIA U.A.E. U.S.A. NEW ZEALAND U.K. WORLDWIDE ISRAEL SWEDEN SINGAPORE THAILAND CANADA EGYPT AUSTRIA BELGIUM FRANCE DENMARK AUSTRALIA CHINA NETHERLANDS POLAND RUSSIA GERMANY MOROCCO HONG KONG TAIWAN SOUTH KOREA JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH MOBILE VIDEO CALLING
  40. 40. 41 APR 2021 57.0% 50.8% 49.5% 45.3% 38.9% 48.4% 45.8% 45.1% 42.4% 36.8% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: ONLY INCLUDES INTERNET USERS MAKING VIDEO CALLS VIA MOBILE DEVICES. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH MOBILE VIDEO CALLING BY AGE AND GENDER
  41. 41. 42 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO VALUES MAY NOT BE DIRECTLY COMPARABLE. VALUES FOR ACCESSING ONLINE VIDEO INCLUDES WATCHING, DOWNLOADING, OR STREAMING VIDEOS, TV SHOWS OR MOVIES VIA INTERNET-POWERED PLATFORMS.  COMPARABILITY ADVISORY: BASE CHANGES. ACCESS VIDEOS, TV SHOWS, OR MOVIES VIA THE INTERNET WATCH ‘VLOGS’ (BLOGS RECORDED IN VIDEO FORMAT) LISTEN TO ONLINE MUSIC STREAMING SERVICES (E.G. SPOTIFY) LISTEN TO ONLINE RADIO STATIONS LISTEN TO PODCASTS (INCLUDES PODCASTS IN VIDEO FORMAT) 93.3% 51.7% 64.3% 48.2% 44.8% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT* VIA THE INTERNET EACH MONTH (ANY DEVICE) ONLINE CONTENT ACTIVITIES
  42. 42. 43 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 87.2% 76.4% 63.5% 61.7% 61.1% 59.5% 57.0% 56.7% 53.1% 52.9% 51.7% 50.8% 50.8% 49.6% 46.9% 45.2% 43.7% 43.2% 42.6% 42.3% 38.4% 38.4% 37.2% 36.9% 36.0% 35.5% 34.2% 34.2% 34.0% 33.8% 33.7% 32.5% 30.6% 29.7% 28.6% 28.3% 27.8% 27.1% 25.8% 24.9% 24.4% 22.2% 19.2% 9.5% PHILIPPINES INDONESIA INDIA CHINA VIETNAM SAUDI ARABIA MALAYSIA U.A.E. THAILAND MEXICO WORLDWIDE RUSSIA TAIWAN EGYPT SOUTH AFRICA SINGAPORE COLOMBIA BRAZIL TURKEY ROMANIA GREECE HONG KONG POLAND IRELAND ARGENTINA SPAIN AUSTRALIA PORTUGAL SWEDEN NEW ZEALAND SOUTH KOREA U.S.A. CANADA ITALY U.K. NETHERLANDS SWITZERLAND FRANCE BELGIUM DENMARK AUSTRIA GERMANY ISRAEL JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE WATCHED A VLOG IN THE PAST MONTH WATCHING VLOGS
  43. 43. 44 APR 2021 62.5% 57.7% 47.7% 37.0% 26.0% 61.0% 59.0% 51.5% 39.1% 27.7% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD WATCHING VLOGS BY AGE AND GENDER PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE WATCHED A VLOG IN THE PAST MONTH
  44. 44. 45 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 63.3% 56.0% 52.1% 50.8% 50.2% 48.1% 46.2% 46.0% 44.8% 44.5% 44.2% 43.5% 42.8% 39.3% 38.9% 38.5% 38.3% 38.2% 38.0% 37.0% 37.0% 35.7% 35.4% 35.0% 34.7% 34.5% 33.4% 32.9% 32.7% 32.4% 31.2% 31.1% 30.0% 29.7% 27.1% 26.1% 25.9% 25.8% 24.1% 22.7% 22.1% 20.8% 19.7% 9.9% INDONESIA CHINA SAUDI ARABIA MEXICO INDIA THAILAND TAIWAN BRAZIL WORLDWIDE U.A.E. PHILIPPINES COLOMBIA IRELAND SOUTH AFRICA U.S.A. SPAIN EGYPT MALAYSIA HONG KONG POLAND SWEDEN AUSTRALIA VIETNAM SINGAPORE DENMARK NEW ZEALAND ARGENTINA PORTUGAL U.K. CANADA SWITZERLAND TURKEY ROMANIA GERMANY AUSTRIA ISRAEL FRANCE ITALY NETHERLANDS BELGIUM RUSSIA SOUTH KOREA GREECE JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST MONTH LISTENING TO PODCASTS
  45. 45. 46 APR 2021 46.8% 49.4% 42.5% 34.4% 26.4% 50.6% 53.2% 46.8% 36.3% 28.0% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD LISTENING TO PODCASTS BY AGE AND GENDER PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST MONTH
  46. 46. 47 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE 18.2% 13.3% 8.6% 7.8% 86.1% 72.5% 39.7% 27.8% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
  47. 47. 48 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 97.2% 96.0% 95.1% 94.7% 93.4% 93.4% 92.7% 92.6% 92.5% 92.2% 90.2% 88.1% 87.4% 87.0% 86.9% 86.1% 86.1% 85.5% 85.3% 85.3% 85.0% 84.8% 84.5% 84.1% 83.9% 81.3% 81.2% 80.9% 80.3% 80.1% 78.4% 78.2% 78.2% 77.3% 76.7% 75.9% 75.8% 74.8% 74.3% 73.8% 73.2% 73.1% 71.2% 70.8% PHILIPPINES THAILAND VIETNAM INDONESIA INDIA TAIWAN SAUDI ARABIA TURKEY MALAYSIA MEXICO SOUTH AFRICA U.A.E. HONG KONG COLOMBIA GREECE BRAZIL WORLDWIDE EGYPT ARGENTINA SINGAPORE CHINA ROMANIA SPAIN POLAND PORTUGAL FRANCE SOUTH KOREA ITALY RUSSIA CANADA U.S.A. AUSTRALIA NEW ZEALAND SWITZERLAND ISRAEL AUSTRIA DENMARK GERMANY U.K. JAPAN SWEDEN IRELAND NETHERLANDS BELGIUM PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES
  48. 48. 49 APR 2021 91.0% 89.8% 84.3% 75.7% 66.9% 94.3% 92.4% 87.7% 80.5% 67.3% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES BY AGE AND GENDER
  49. 49. 50 APR 2021 SOURCE: GLOBALWEBINDEX (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: “DLC” STANDS FOR (ADDITIONAL) DOWNLOADABLE CONTENT, OFTEN AVAILABLE VIA IN-APP PURCHASES. PURCHASED AN IN-GAME ITEM OR FEATURE, GAME ADD-ON, OR DLC* PLAYED A GAME ON A CLOUD GAMING OR STREAMING PLATFORM SHARED IMAGES OR VIDEOS OF OWN GAMEPLAY WATCHED A LIVE STREAM OF OTHER PEOPLE PLAYING GAMES WATCHED AN ESPORTS TOURNAMENT 14.9% 9.5% 11.8% 15.1% 18.7% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PARTICIPATED IN EACH GAMING-RELATED ACTIVITY IN THE PAST MONTH GAMING-RELATED ACTIVITIES
  50. 50. 51 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 22.9% 21.1% 20.3% 18.5% 17.5% 16.2% 15.8% 15.5% 14.9% 14.4% 14.3% 13.8% 13.5% 13.2% 13.1% 12.2% 11.9% 11.2% 11.0% 11.0% 10.9% 10.8% 10.7% 10.7% 10.7% 10.2% 9.6% 9.6% 9.6% 9.5% 8.8% 8.8% 8.7% 7.8% 7.8% 6.4% 6.0% 5.9% 5.5% 5.1% 5.0% 4.9% 4.7% 4.6% 3.9% 3.5% 3.0% 2.8% U.K. U.S.A. CANADA CHINA IRELAND TURKEY ITALY VIETNAM DENMARK AUSTRALIA SWEDEN NETHERLANDS SPAIN INDIA WORLDWIDE TAIWAN MEXICO SINGAPORE AUSTRIA HONG KONG SOUTH KOREA ISRAEL FRANCE GREECE NEW ZEALAND COLOMBIA BELGIUM GERMANY SWITZERLAND U.A.E. ARGENTINA ROMANIA MALAYSIA POLAND SOUTH AFRICA SAUDI ARABIA BRAZIL EGYPT INDONESIA PHILIPPINES THAILAND NIGERIA JAPAN PORTUGAL GHANA RUSSIA KENYA MOROCCO PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE SMART HOME DEVICE OWNERSHIP
  51. 51. 52 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS, SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. 54.2% 52.0% 50.9% 49.2% 47.1% 43.8% 42.5% 42.5% 42.5% 42.0% 42.0% 41.5% 41.2% 40.9% 40.2% 39.3% 39.2% 39.0% 38.1% 37.9% 37.9% 37.1% 36.7% 35.8% 35.6% 35.6% 35.6% 35.3% 34.6% 34.5% 34.3% 33.1% 32.7% 32.7% 32.5% 32.2% 30.1% 29.8% 29.0% 28.7% 28.6% 28.1% 27.7% 25.3% 25.2% 24.9% 19.6% 18.8% PORTUGAL SPAIN BRAZIL GREECE SOUTH AFRICA CANADA FRANCE NEW ZEALAND POLAND AUSTRIA IRELAND MEXICO U.K. U.S.A. GERMANY BELGIUM SINGAPORE SWITZERLAND ARGENTINA AUSTRALIA SOUTH KOREA COLOMBIA ISRAEL DENMARK EGYPT MALAYSIA NETHERLANDS ITALY PHILIPPINES SWEDEN INDONESIA WORLDWIDE JAPAN VIETNAM HONG KONG INDIA TAIWAN KENYA SAUDI ARABIA ROMANIA U.A.E. RUSSIA TURKEY CHINA NIGERIA THAILAND MOROCCO GHANA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE CONCERNS ABOUT MISUSE OF PERSONAL DATA THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS !
  52. 52. 53 APR 2021 34.8% 31.6% 32.8% 36.4% 40.4% 30.2% 29.8% 31.8% 35.9% 41.4% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE CONCERNS ABOUT MISUSE OF PERSONAL DATA
  53. 53. USE OF SOCIAL MEDIA
  54. 54. 55 APR 2021 SOURCES: KEPIOS (APR 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE. TIME SPENT DATA FROM GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY EXCEED INTERNET USER NUMBERS IN SOME COUNTRIES.  COMPARABILITY ADVISORY: BASE CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS* SOCIAL MEDIA USERS AS A PERCENTAGE OF THE GLOBAL POPULATION ANNUAL CHANGE IN THE NUMBER OF GLOBAL SOCIAL MEDIA USERS PERCENTAGE OF SOCIAL MEDIA USERS ACCESSING VIA MOBILE PHONES AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA 4.33 55.1% +13.7% 99.0% 2H 22M BILLION +521 MILLION USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE SOCIAL MEDIA USE AROUND THE WORLD ! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS
  55. 55. 56 APR 2021 3.51 3.59 3.66 3.71 3.81 3.96 4.14 4.20 4.33 SOURCE: KEPIOS ANALYSIS (APR 2021), BASED ON DATA FROM SOCIAL MEDIA COMPANIES’ EARNINGS ANNOUNCEMENTS, SELF-SERVICE ADVERTISING TOOLS, AND PUBLIC STATEMENTS (ALL TO APR 2021); MEDIASCOPE (APR 2021); CNNIC (ACCESSED APR 2021). *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE CHANGES. VALUES MAY NOT MATCH PREVIOUS REPORTS. APR 2019 JUL 2019 OCT 2019 JAN 2020 APR 2020 JUL 2020 OCT 2020 JAN 2021 APR 2021 +2.3% +2.1% +1.2% +2.6% +3.9% +4.6% +1.5% +3.1% THE TOTAL NUMBER OF GLOBAL SOCIAL MEDIA USERS* BY QUARTER, WITH RELATIVE QUARTER-ON-QUARTER CHANGE GLOBAL SOCIAL MEDIA USERS OVER TIME
  56. 56. 57 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: RESPONDENTS COULD SELECT MULTIPLE ANSWERS.  COMPARABILITY ADVISORY: SURVEY CHANGES. 49.7% 36.9% 36.1% 31.5% 29.6% 27.8% 26.5% 25.3% 24.2% 23.8% 23.4% 22.6% 22.3% 21.8% 21.1% 20.9% STAYING IN TOUCH WITH FRIENDS AND FAMILY FILLING SPARE TIME READING NEWS STORIES FINDING FUNNY OR ENTERTAINING CONTENT SEEING WHAT’S BEING TALKED ABOUT FINDING INSPIRATION FOR THINGS TO DO AND BUY FINDING PRODUCTS TO PURCHASE SHARING AND DISCUSSING OPINIONS WITH OTHERS WATCHING LIVE STREAMS MAKING NEW CONTACTS SEEING CONTENT FROM YOUR FAVOURITE BRANDS WORK-RELATED NETWORKING AND RESEARCH FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS POSTING ABOUT YOUR LIFE WATCHING OR FOLLOWING SPORTS FOLLOWING CELEBRITIES OR INFLUENCERS PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CITE EACH ACTIVITY AS A MAIN REASON* FOR USING SOCIAL MEDIA REASONS FOR USING SOCIAL MEDIA THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS !
  57. 57. 58 APR 2021 SOURCE: GLOBALWEBINDEX (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SURVEY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. VISITED OR USED A SOCIAL NETWORK OR A MESSAGING SERVICE IN THE PAST MONTH AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH PER INTERNET USER VISIT SOCIAL PLATFORMS TO FIND FUNNY OR ENTERTAINING CONTENT FOLLOW BRANDS OR RESEARCH BRANDS AND PRODUCTS ON SOCIAL MEDIA VISIT SOCIAL PLATFORMS FOR WORK-RELATED NETWORKING OR WORK-RELATED RESEARCH 98.9% 6.3 82.2% 73.5% 22.6% PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA SOCIAL MEDIA BEHAVIOURS THE SURVEY QUESTIONS THAT INFORM THIS CHART HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS !
  58. 58. 59 APR 2021 SOURCES: KEPIOS ANALYSIS (APR 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS. *NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER. 2,797 2,291 2,000 1,300 1,287 1,225 732 600 595 550 528 521 481 459 430 396 300 FACEBOOK1 YOUTUBE2 WHATSAPP1 * FB MESSENGER1 * INSTAGRAM2 WEIXIN / WECHAT1 TIKTOK1 DOUYIN1 ** QQ1 TELEGRAM1 SNAPCHAT2 SINA WEIBO1 KUAISHOU1 PINTEREST1 REDDIT1 * TWITTER2 QUORA1 * DATA UPDATED TO: 17 APRIL 2021 THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS* THE WORLD’S MOST-USED SOCIAL PLATFORMS
  59. 59. 60 APR 2021 SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. VALUES REPRESENT THE USERS OF THE PLATFORM IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS WHO SAY THEY DO NOT USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.  COMPARABILITY ADVISORY: SURVEY CHANGES. UNIQUE TO PLATFORM ALSO USING FACEBOOK ALSO USING YOUTUBE ALSO USING INSTAGRAM ALSO USING REDDIT ALSO USING SNAPCHAT ALSO USING TWITTER ALSO USING TIKTOK ALSO USING PINTEREST ALSO USING LINKEDIN FACEBOOK USERS 0.7% 100% 76.8% 76.9% 12.5% 29.6% 49.0% 35.9% 35.1% 30.4% YOUTUBE USERS 1.0% 80.9% 100% 75.8% 14.1% 27.8% 50.4% 34.4% 36.5% 29.7% INSTAGRAM USERS 0.1% 84.9% 80.0% 100% 13.7% 34.1% 55.3% 39.0% 38.9% 30.3% REDDIT USERS 0.1% 82.8% 81.5% 82.4% 100% 49.1% 73.7% 44.4% 58.4% 49.6% SNAPCHAT USERS 0% 85.2% 80.2% 88.9% 21.3% 100% 63.1% 54.3% 49.2% 36.8% TWITTER USERS 0.2% 85.2% 81.0% 87.1% 19.3% 38.0% 100% 42.9% 43.1% 38.9% TIKTOK USERS 0.1% 85.9% 81.9% 84.6% 16.0% 45.1% 59.1% 100% 43.7% 31.3% PINTEREST USERS 0.2% 84.9% 80.7% 85.3% 21.3% 41.3% 60.0% 44.2% 100% 41.1% LINKEDIN USERS 0.2% 89.6% 78.0% 81.0% 22.0% 37.7% 65.9% 38.5% 50.1% 100% PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM (OUTSIDE OF CHINA) WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS SOCIAL MEDIA PLATFORMS: USER OVERLAPS ! THE QUESTIONS THAT INFORM THIS CHART HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
  60. 60. 61 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER SOCIAL PLATFORMS NOT INCLUDED IN THE CHART SHOWN ABOVE, SO VALUES MAY NOT SUM TO 100%. INDIVIDUAL RESPONDENTS MAY USE DIFFERENT CRITERIA TO DETERMINE THEIR “FAVOURITE” PLATFORM. 24.1% 21.8% 18.4% 4.8% 3.6% 3.4% 2.4% 2.4% 2.3% 1.5% 1.2% 1.1% 1.1% 1.1% 1.0% 1.0% WHATSAPP FACEBOOK INSTAGRAM TWITTER FB MESSENGER TIKTOK LINE TELEGRAM PINTEREST SNAPCHAT VK APPLE IMESSAGE KAKAOTALK LINKEDIN DISCORD REDDIT PERCENTAGE OF INTERNET USERS AGED 16 TO 64 (EXCLUDING CHINA) WHO SAY THAT EACH OPTION IS THEIR ‘FAVOURITE’ SOCIAL MEDIA PLATFORM* FAVOURITE SOCIAL MEDIA PLATFORMS
  61. 61. 62 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: DOES NOT INCLUDE USERS IN CHINA. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER SOCIAL PLATFORMS NOT INCLUDED IN THE TABLES SHOWN ABOVE, SO VALUES FOR EACH COLUMN MAY NOT SUM TO 100%. INDIVIDUAL RESPONDENTS MAY USE DIFFERENT CRITERIA TO DETERMINE THEIR “FAVOURITE” PLATFORM. FAVOURITE SOCIAL PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL PLATFORMS AMONGST MALE INTERNET USERS SOCIAL PLATFORM AGE 16–24 AGE 25–34 AGE 35–44 AGE 45–54 AGE 55–64 SOCIAL PLATFORM AGE 16–24 AGE 25–34 AGE 35–44 AGE 45–54 AGE 55–64 WHATSAPP 21.6% 24.2% 27.8% 27.8% 26.0% FACEBOOK 16.3% 24.7% 27.3% 25.4% 24.6% INSTAGRAM 28.3% 16.0% 10.5% 7.0% 5.0% TWITTER 5.6% 5.1% 5.0% 5.3% 3.7% FB MESSENGER 3.1% 3.8% 3.6% 4.1% 3.3% TIKTOK 3.6% 3.1% 2.2% 1.8% 1.1% LINE 1.2% 1.4% 2.3% 3.5% 4.8% TELEGRAM 3.7% 3.9% 3.0% 1.9% 1.0% PINTEREST 0.7% 1.1% 1.1% 1.2% 1.6% SNAPCHAT 2.6% 1.2% 0.7% 0.4% 0.3% WHATSAPP 18.4% 23.1% 26.2% 27.0% 25.6% FACEBOOK 11.2% 21.9% 25.6% 25.6% 25.1% INSTAGRAM 32.9% 23.4% 15.6% 11.2% 6.1% TWITTER 7.6% 3.8% 2.9% 3.0% 2.3% FB MESSENGER 3.0% 3.6% 4.3% 3.8% 4.1% TIKTOK 7.5% 4.3% 2.8% 1.9% 1.1% LINE 1.3% 1.8% 3.3% 4.1% 5.5% TELEGRAM 1.9% 1.9% 1.4% 1.0% 0.9% PINTEREST 4.1% 2.8% 3.6% 4.5% 5.3% SNAPCHAT 3.6% 1.7% 1.0% 0.5% 0.4% PERCENTAGE OF GLOBAL INTERNET USERS (EXCLUDING CHINA) WHO SAY THAT EACH OPTION IS THEIR ‘FAVOURITE’ SOCIAL MEDIA PLATFORM* FAVOURITE SOCIAL PLATFORMS BY AGE AND GENDER
  62. 62. 63 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 46.5% 29.9% 28.6% 28.1% 27.6% 24.6% 23.0% 21.6% 21.3% 21.2% 20.5% 19.3% 17.5% 17.1% 17.0% 16.9% 16.5% 14.9% FRIENDS, FAMILY, OR OTHER PEOPLE YOU KNOW ACTORS, COMEDIANS, OR OTHER PERFORMERS TV SHOWS OR CHANNELS ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS BANDS, SINGERS, OR OTHER MUSICIANS RESTAURANTS, CHEFS, OR FOOD PERSONALITIES COMPANIES AND BRANDS YOU PURCHASE FROM COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM INFLUENCERS OR OTHER EXPERTS SPORTS PEOPLE AND TEAMS CONTACTS RELEVANT TO YOUR WORK COMPANIES RELEVANT TO YOUR WORK GAMING EXPERTS OR GAMING STUDIOS JOURNALISTS OR NEWS COMPANIES MAGAZINES OR PUBLICATIONS YOU READ FITNESS EXPERTS OR ORGANISATIONS BEAUTY EXPERTS TRAVEL WRITERS AND COMPANIES PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO SAY THEY FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED
  63. 63. 64 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 50.7% 39.3% 33.8% 33.2% 33.2% 33.1% 33.0% 32.2% 31.9% 31.9% 30.5% 26.8% 26.8% 26.3% 25.8% 24.4% 23.8% 23.6% 22.3% 22.2% 22.0% 22.0% 21.8% 21.3% 21.1% 20.6% 20.4% 20.3% 19.9% 19.1% 18.2% 17.6% 17.6% 17.3% 17.1% 17.1% 16.2% 15.6% 15.5% 15.3% 15.0% 14.2% 14.0% 13.9% 12.6% 11.6% 10.0% 6.8% PHILIPPINES BRAZIL KENYA NIGERIA SAUDI ARABIA ARGENTINA SOUTH AFRICA INDONESIA COLOMBIA MEXICO MALAYSIA EGYPT PORTUGAL MOROCCO SPAIN IRELAND HONG KONG NEW ZEALAND GHANA INDIA ITALY SINGAPORE ROMANIA WORLDWIDE U.A.E. SWEDEN POLAND TAIWAN VIETNAM SWITZERLAND FRANCE AUSTRIA CANADA AUSTRALIA ISRAEL U.S.A. BELGIUM CHINA U.K. DENMARK GERMANY NETHERLANDS SOUTH KOREA TURKEY THAILAND JAPAN GREECE RUSSIA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA FOLLOWING INFLUENCERS ON SOCIAL MEDIA
  64. 64. 65 APR 2021 32.8% 25.3% 19.5% 15.4% 9.5% 24.4% 21.7% 18.5% 14.2% 9.7% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA FOLLOWING INFLUENCERS ON SOCIAL MEDIA
  65. 65. 66 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND / OR ONLINE PINBOARDS (E.G. PINTEREST). MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM* SOCIAL NETWORKS QUESTION AND ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS 16.1% 15.2% 13.8% 10.8% 72.1% 44.7% 20.8% 16.7% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE DIFFERENT KINDS OF SOCIAL MEDIA WHEN RESEARCHING BRANDS USE OF SOCIAL MEDIA FOR RESEARCHING BRANDS
  66. 66. 67 APR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 87.3% 74.4% 74.0% 66.7% 66.5% 66.0% 64.8% 64.4% 63.6% 61.9% 60.8% 59.0% 58.7% 58.6% 55.9% 54.8% 52.5% 51.8% 49.4% 48.6% 48.0% 47.4% 45.7% 44.7% 44.0% 43.9% 43.5% 42.6% 42.3% 39.5% 37.2% 34.6% 34.2% 33.7% 32.8% 32.8% 31.8% 31.1% 31.0% 31.0% 29.7% 29.7% 27.8% 27.3% 26.8% 26.4% 25.2% 21.6% NIGERIA GHANA KENYA COLOMBIA MOROCCO ARGENTINA INDONESIA PHILIPPINES MEXICO VIETNAM BRAZIL SAUDI ARABIA MALAYSIA SOUTH AFRICA TURKEY EGYPT THAILAND ISRAEL INDIA U.A.E. TAIWAN GREECE POLAND WORLDWIDE ROMANIA PORTUGAL HONG KONG SPAIN RUSSIA SINGAPORE IRELAND AUSTRALIA ITALY CHINA NEW ZEALAND SWEDEN DENMARK FRANCE CANADA U.S.A. AUSTRIA BELGIUM U.K. JAPAN SWITZERLAND GERMANY SOUTH KOREA NETHERLANDS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS WHEN SEARCHING FOR INFORMATION ABOUT BRANDS USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
  67. 67. 68 APR 2021 53.9% 49.2% 45.0% 37.3% 29.9% 49.0% 46.9% 42.9% 35.8% 28.6% SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS WHEN SEARCHING FOR INFORMATION ABOUT BRANDS USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
  68. 68. FACEBOOK
  69. 69. 70 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.21 36.2% +1.2% 43.7% 56.3% BILLION +27 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
  70. 70. 71 APR 2021 2,375 2,414 2,449 2,498 2,603 2,701 2,740 2,797 1,887 1,924 1,930 1,949 2,025 2,091 2,137 2,184 2,212 SOURCES: MAU FIGURES TAKEN FROM DATA PUBLISHED IN FACEBOOK’S QUARTERLY EARNINGS ANNOUNCEMENTS (DATES AS STATED BENEATH GRAPH); ADVERTISING AUDIENCE FIGURES BASED ON KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (DATES AS STATED BENEATH GRAPH). *NOTES: FIGURES IN WHITE CIRCLES REPRESENT RELATIVE CHANGE vs. PREVIOUS QUARTER. MAU FIGURES ARE NOT AVAILABLE FOR THE CURRENT QUARTER AT THE TIME OF REPORT PUBLICATION. MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU* APR 2019 JUL 2019 OCT 2019 JAN 2020 APR 2020 JUL 2020 OCT 2020 JAN 2021 APR 2021 +2.4% [N/A] +1.6% +2.0% +1.4% +0.3% +2.0% +1.0% +4.2% +3.9% +3.8% +3.3% +1.4% +2.2% +2.1% +2.2% +1.2% FACEBOOK’S MONTHLY ACTIVE USERS (MAU) AND GLOBAL ADVERTISING AUDIENCE REACH (ADV) OVER TIME, WITH QUARTER-ON-QUARTER CHANGE* FACEBOOK’S ACTIVE USERS vs. AD AUDIENCE OVER TIME
  71. 71. 72 APR 2021 2.5% 9.5% 12.6% 7.7% 5.0% 3.3% 2.6% 3.2% 14.0% 18.9% 9.9% 5.4% 3.1% 2.3% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
  72. 72. 73 APR 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 10= PAKISTAN 43,000,000 +7.5% 12= TURKEY 38,000,000 0% 12= UNITED KINGDOM 38,000,000 0% 14 COLOMBIA 37,000,000 +2.8% 15 FRANCE 33,000,000 0% 16= ARGENTINA 31,000,000 0% 16= ITALY 31,000,000 0% 16= NIGERIA 31,000,000 +6.9% 19 GERMANY 28,000,000 -3.4% 20 PERU 26,000,000 0% 01 INDIA 330,000,000 +3.1% 02 UNITED STATES 190,000,000 0% 03 INDONESIA 140,000,000 0% 04 BRAZIL 130,000,000 0% 05 MEXICO 95,000,000 +2.2% 06 PHILIPPINES 85,000,000 +2.4% 07 VIETNAM 70,000,000 +2.9% 08 THAILAND 52,000,000 +2.0% 09 EGYPT 46,000,000 +2.2% 10= BANGLADESH 43,000,000 +4.9% COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES FACEBOOK AD REACH RANKING
  73. 73. 74 APR 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE 11 MEXICO 94.0% 95,000,000 +2.2% 12 MALAYSIA 92.2% 24,000,000 0% 13 BOLIVIA 91.8% 8,000,000 +3.9% 14 ICELAND 90.9% 260,000 0% 15 U.A.E. 90.1% 7,800,000 0% 16 BRUNEI 90.0% 320,000 0% 17 GREENLAND 90.0% 42,000 0% 18 VIETNAM 89.7% 70,000,000 +2.9% 19 COLOMBIA 89.2% 37,000,000 +2.8% 20 GUAM 89.0% 120,000 0% 01 MONGOLIA 108.8%* 2,600,000 +4.0% 02 LIBYA 106.3%* 5,600,000 +1.8% 03 PHILIPPINES 103.6%* 85,000,000 +2.4% 04 MALTA 100.8%* 390,000 +2.6% 05 PERU 99.5% 26,000,000 0% 06 TONGA 99.3% 74,000 0% 07 ARUBA 97.5% 89,000 0% 08 CAMBODIA 97.4% 12,000,000 +9.1% 09 SAMOA 96.7% 130,000 0% 10 ECUADOR 95.7% 13,000,000 0% COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: FACEBOOK
  74. 74. 75 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). BASED ON FACEBOOK USERS AGED 18 AND ABOVE. PERCENTAGE OF FACEBOOK USERS ACCESSING VIA ANY KIND OF MOBILE PHONE PERCENTAGE OF FACEBOOK USERS WHO ONLY ACCESS VIA A LAPTOP OR DESKTOP COMPUTER PERCENTAGE OF FACEBOOK USERS WHO ACCESS VIA BOTH PHONES AND COMPUTERS PERCENTAGE OF FACEBOOK USERS WHO ONLY ACCESS VIA A MOBILE PHONE 98.4% 1.6% 17.4% 81.0% THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM FACEBOOK ACCESS BY DEVICE
  75. 75. 76 APR 2021 SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE USING MOBILE DEVICES. *NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB BROWSERS MAY ALSO INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES. PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA APPS ON ANDROID DEVICES PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA APPS ON IOS DEVICES PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING VIA OTHER OPERATING SYSTEMS OR MOBILE WEB BROWSERS* 81.4% 14.7% 3.9% PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE THAT ACCESSES THE PLATFORM USING EACH OPERATING SYSTEM SHARE OF FACEBOOK ACCESS BY MOBILE OS
  76. 76. 77 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE. FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: NUMBER OF FACEBOOK PAGES LIKED (LIFETIME) POSTS LIKED IN THE PAST 30 DAYS (ALL POST TYPES) COMMENTS MADE IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK POSTS SHARED IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK ADVERTS CLICKED IN THE PAST 30 DAYS (ANY CLICK TYPE) 1 1 11 10 6 4 1 1 14 10 1 11 5 1 11 THE NUMBER OF TIMES A ‘TYPICAL’ USER AGED 18+ PERFORMS EACH ACTIVITY ON FACEBOOK FACEBOOK ACTIVITY FREQUENCY
  77. 77. 78 APR 2021 10 12 14 13 11 8 12 11 10 7 5 5 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* LIKE A POST ON FACEBOOK FACEBOOK MONTHLY POST LIKES BY AGE AND GENDER
  78. 78. 79 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTE: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 17 15 13 13 13 13 13 13 13 13 13 12 12 12 12 12 12 12 12 12 11 11 11 11 11 11 10 10 10 10 10 10 9 9 9 8 8 8 8 7 7 7 7 7 7 6 5 4 2 2 2 GREECE ROMANIA AUSTRALIA BELGIUM BANGLADESH BRAZIL EGYPT ISRAEL ITALY NEW ZEALAND PAKISTAN ARGENTINA COLOMBIA DENMARK INDIA IRELAND NIGERIA PORTUGAL SWEDEN U.K. KENYA MEXICO PHILIPPINES TURKEY U.A.E. WORLDWIDE AUSTRIA CANADA MALAYSIA NETHERLANDS THAILAND U.S.A. FRANCE PERU TAIWAN INDONESIA MOROCCO SOUTH AFRICA VIETNAM GHANA POLAND SAUDI ARABIA SINGAPORE SPAIN SWITZERLAND GERMANY HONG KONG RUSSIA CHINA JAPAN SOUTH KOREA MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* LIKES A POST ON FACEBOOK FACEBOOK MONTHLY POST LIKES BY GEOGRAPHY
  79. 79. 80 APR 2021 5 6 8 10 10 7 4 4 4 4 3 3 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* COMMENT ON A FACEBOOK POST
  80. 80. 81 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 12 11 8 8 8 8 8 7 7 7 7 7 7 7 7 6 6 6 6 6 6 6 6 6 5 5 5 5 5 5 5 4 4 4 4 3 3 3 3 3 3 2 2 2 2 2 2 1 1 1 1 PHILIPPINES EGYPT AUSTRALIA MEXICO NEW ZEALAND NIGERIA THAILAND ARGENTINA BELGIUM BRAZIL DENMARK SOUTH AFRICA U.K. U.S.A. VIETNAM CANADA COLOMBIA ISRAEL ITALY KENYA NETHERLANDS PERU PORTUGAL ROMANIA GREECE IRELAND MALAYSIA PAKISTAN SWEDEN U.A.E. WORLDWIDE BANGLADESH FRANCE INDONESIA SAUDI ARABIA AUSTRIA MOROCCO POLAND SPAIN TAIWAN TURKEY GERMANY GHANA HONG KONG INDIA SINGAPORE SWITZERLAND CHINA JAPAN RUSSIA SOUTH KOREA MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS AGED 18+* COMMENT ON A FACEBOOK POST FACEBOOK MONTHLY COMMENTS BY GEOGRAPHY
  81. 81. 82 APR 2021 9 13 18 20 20 15 8 9 12 12 12 9 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FACEBOOK MONTHLY AD CLICKS BY AGE AND GENDER MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* CLICK ON FACEBOOK ADS*
  82. 82. 83 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK. 24 23 22 22 22 21 21 21 20 20 19 19 19 19 19 19 18 18 18 17 17 16 16 15 15 14 14 14 14 14 14 13 13 13 12 11 10 10 9 9 8 8 7 7 7 6 6 5 5 4 1 ISRAEL DENMARK AUSTRALIA GREECE ROMANIA ITALY NETHERLANDS NEW ZEALAND IRELAND MALAYSIA POLAND PORTUGAL SWEDEN TAIWAN U.K. U.S.A. BELGIUM CANADA SINGAPORE SOUTH KOREA THAILAND AUSTRIA VIETNAM BRAZIL HONG KONG FRANCE GERMANY MEXICO SPAIN SWITZERLAND TURKEY ARGENTINA COLOMBIA EGYPT PERU WORLDWIDE MOROCCO U.A.E. PHILIPPINES RUSSIA PAKISTAN SAUDI ARABIA INDIA INDONESIA JAPAN BANGLADESH SOUTH AFRICA GHANA KENYA NIGERIA CHINA MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS AGED 18+* CLICK ON FACEBOOK ADS* FACEBOOK MONTHLY AD CLICKS BY GEOGRAPHY
  83. 83. 84 APR 2021 SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS 2.32 34.5% 14.1% 49.5% 2.0% EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
  84. 84. 85 APR 2021 SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ! AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: ALL POST TYPES AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: PHOTO POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: VIDEO POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: LINK POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: STATUS POSTS 0.10% 0.16% 0.12% 0.04% 0.19% DUE TO CHANGES IN FACEBOOK’S POLICIES, THE DATA ON THIS CHART USE A DIFFERENT METHODOLOGY AND DIFFERENT SOURCE DATA COMPARED TO OUR PREVIOUS REPORTS THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS
  85. 85. 86 APR 2021 SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. >100K 10K-100K <10K AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH FEWER THAN 10,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH 10,000 – 100,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH MORE THAN 100,000 FANS 0.39% 0.23% 0.07% COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE
  86. 86. YOUTUBE
  87. 87. 88 APR 2021 SOURCES: KEPIOS ANALYSIS (APR 2021), BASED ON DATA PUBLISHED IN YOUTUBE’S MARKETING MATERIALS AND GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: GOOGLE DOES NOT OFFER YOUTUBE TARGETING ACROSS ALL COUNTRIES IN ITS SELF-SERVICE AD TOOLS. VALUES BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE. POTENTIAL AUDIENCE* THAT GOOGLE REPORTS CAN BE REACHED USING ADVERTS ON YOUTUBE TOTAL NUMBER OF HOURS OF VIDEO WATCHED ON YOUTUBE EACH DAY SHARE OF TOTAL YOUTUBE WATCH TIME THAT TAKES PLACE ON MOBILE DEVICES YOUTUBE’S FEMALE AD AUDIENCE AS A PERCENTAGE OF ITS TOTAL ADVERTISING AUDIENCE* YOUTUBE’S MALE AD AUDIENCE AS A PERCENTAGE OF ITS TOTAL ADVERTISING AUDIENCE* 2.29 1 70% 45.8% 54.2% BILLION BILLION ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD YOUTUBE OVERVIEW
  88. 88. 89 APR 2021 6.3% 9.1% 7.8% 5.9% 4.3% 4.0% 8.7% 12.1% 9.2% 6.3% 4.2% 3.7% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: KEPIOS ANALYSIS (APR 2021) BASED ON DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL AUDIENCE, NOT JUST AUDIENCES AGED 18+, SO WILL NOT SUM TO 100%. BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA SHOWN HERE REPRESENT YOUTUBE’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SHARE OF YOUTUBE’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF YOUTUBE’S ADVERTISING AUDIENCE
  89. 89. 90 APR 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. VALUES IN THE “% POP. 18+” COLUMN COMPARE YOUTUBE’S AUDIENCE AGED 18+ TO TOTAL POPULATION AGED 18+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH % POP. 18+ # COUNTRY OR TERRITORY REACH % POP. 18+ 11 UNITED KINGDOM 53,000,000 83.9% 12 TURKEY 50,600,000 64.8% 13 FRANCE 49,600,000 83.9% 14 SOUTH KOREA 43,100,000 86.3% 15 EGYPT 40,500,000 47.8% 16 ITALY 39,300,000 66.9% 17 SPAIN 37,400,000 84.8% 18 THAILAND 37,300,000 54.3% 19 PAKISTAN 36,100,000 21.3% 20 CANADA 32,200,000 89.7% 01 INDIA 448,000,000 36.3% 02 UNITED STATES 240,000,000 78.7% 03 BRAZIL 127,000,000 64.6% 04 INDONESIA 107,000,000 42.5% 05 RUSSIA 99,000,000 74.1% 06 JAPAN 93,800,000 79.0% 07 MEXICO 74,100,000 63.2% 08 GERMANY 66,000,000 82.4% 09 VIETNAM 55,700,000 61.5% 10 PHILIPPINES 54,200,000 59.5% COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES YOUTUBE AD REACH RANKING
  90. 90. INSTAGRAM
  91. 91. 92 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.29 21.0% +5.4% 51.1% 48.9% BILLION +66 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
  92. 92. 93 APR 2021 3.8% 14.0% 15.6% 8.6% 4.8% 2.3% 1.3% 3.7% 15.6% 17.2% 7.2% 3.5% 1.5% 0.9% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE
  93. 93. 94 APR 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 01 INDIA 150,000,000 +7.1% 02 UNITED STATES 140,000,000 0% 03 BRAZIL 100,000,000 +1.0% 04 INDONESIA 86,000,000 +1.2% 05 RUSSIA 57,000,000 +1.8% 06 TURKEY 47,000,000 +2.2% 07 JAPAN 45,000,000 +18.4% 08= MEXICO 34,000,000 +6.3% 08= UNITED KINGDOM 34,000,000 +9.7% 10 GERMANY 30,000,000 +15.4% 11 ITALY 28,000,000 +12.0% 12 FRANCE 26,000,000 +8.3% 13 SPAIN 24,000,000 +14.3% 14 ARGENTINA 21,000,000 0% 15= SOUTH KOREA 17,000,000 +6.3% 15= PHILIPPINES 17,000,000 +13.3% 15= THAILAND 17,000,000 +6.3% 18 COLOMBIA 16,000,000 0% 19= CANADA 15,000,000 0% 19= EGYPT 15,000,000 +7.1% 19= SAUDI ARABIA 15,000,000 0% 19= UKRAINE 15,000,000 +7.1% COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES INSTAGRAM AD REACH RANKING
  94. 94. 95 APR 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE 01 02 03 04 05 06 07 08 09 10 11 BAHRAIN 63.1% 920,000 +3.4% 12 PANAMA 62.5% 2,100,000 +5.0% 13 CHILE 62.4% 10,000,000 +3.1% 14 GUAM 61.5% 83,000 0% 15 IRELAND 61.2% 2,500,000 +13.6% 16 PORTUGAL 60.7% 5,500,000 +14.6% 17 KYRGYZSTAN 59.9% 2,800,000 +3.7% 18 MALTA 59.5% 230,000 -4.2% 19 URUGUAY 59.2% 1,700,000 0% 20 ARUBA 59.1% 54,000 0% 01 KAZAKHSTAN 78.5% 11,000,000 0% 02 ICELAND 76.9% 220,000 +15.8% 03 SWEDEN 74.5% 6,400,000 +12.3% 04 CYPRUS 74.0% 770,000 +14.9% 05 BRUNEI 73.1% 260,000 +4.0% 06 TURKEY 69.7% 47,000,000 +2.2% 07 KUWAIT 68.3% 2,400,000 +4.3% 08 ANDORRA 66.8% 46,000 +21.1% 09 NORWAY 66.7% 3,100,000 +14.8% 10 CAYMAN IS. 65.9% 37,000 +2.8% COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM
  95. 95. 96 APR 2021 SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. AVERAGE MONTHLY GROWTH IN ACCOUNT FOLLOWERS AVERAGE NUMBER OF MAIN FEED POSTS PER DAY PHOTO POSTS AS A PERCENTAGE OF ALL MAIN FEED POSTS VIDEO POSTS AS A PERCENTAGE OF ALL MAIN FEED POSTS CAROUSEL POSTS AS A PERCENTAGE OF ALL MAIN FEED POSTS +1.71% 1.58 64.4% 16.8% 18.8% AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
  96. 96. 97 APR 2021 SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE. AVERAGE ENGAGEMENT RATE FOR ALL POST TYPES AVERAGE ENGAGEMENT RATE FOR PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR CAROUSEL POSTS 0.84% 0.84% 0.60% 1.04% AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM ENGAGEMENT BENCHMARKS
  97. 97. 98 APR 2021 SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES. >100K 10K-100K <10K AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH FEWER THAN 10,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH 10,000 – 100,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH MORE THAN 100,000 FOLLOWERS 1.25% 1.00% 0.73% COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS
  98. 98. FACEBOOK MESSENGER
  99. 99. 100 APR 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON MESSENGER MESSENGER’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK MESSENGER’S ADVERTISING REACH PERCENTAGE OF MESSENGER’S AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF MESSENGER’S AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.01 16.6% -3.7% 43.8% 56.2% BILLION -39 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MESSENGER FACEBOOK MESSENGER: AD AUDIENCE OVERVIEW
  100. 100. 101 APR 2021 2.5% 9.9% 13.8% 8.1% 5.0% 2.9% 1.7% 3.0% 14.8% 19.7% 9.6% 5.0% 2.6% 1.6% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: DATA ON THIS CHART REPRESENT FACEBOOK MESSENGER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS. SOME AD FORMATS ARE NOT AVAILABLE IN ALL COUNTRIES, WHICH MAY AFFECT DATA.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SHARE OF FACEBOOK MESSENGER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF MESSENGER’S ADVERTISING AUDIENCE
  101. 101. 102 APR 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 01 INDIA 130,000,000 -7.1% 02 BRAZIL 70,000,000 -9.1% 03 MEXICO 64,000,000 -3.0% 04 VIETNAM 53,000,000 0% 05 PHILIPPINES 47,000,000 +4.4% 06 THAILAND 37,000,000 0% 07 EGYPT 34,000,000 +3.0% 08 INDONESIA 30,000,000 -3.2% 09 UNITED KINGDOM 28,000,000 -6.7% 10 BANGLADESH 27,000,000 +8.0% 11 COLOMBIA 21,000,000 -4.5% 12= ITALY 18,000,000 -10.0% 12= TURKEY 18,000,000 -14.3% 14 IRAQ 17,000,000 0% 15 POLAND 16,000,000 -5.9% 16= ALGERIA 15,000,000 +7.1% 16= GERMANY 15,000,000 -11.8% 16= PERU 15,000,000 +15.4% 19 ARGENTINA 14,000,000 -12.5% 20= MALAYSIA 13,000,000 -7.1% 20= MYANMAR 13,000,000 -23.5% 20= PAKISTAN 13,000,000 +8.3% COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES FACEBOOK MESSENGER AD REACH RANKING
  102. 102. 103 APR 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE 11 PALESTINE 69.7% 2,400,000 0% 12 CYPRUS 69.2% 720,000 -2.7% 13 ARUBA 69.0% 63,000 -7.4% 14 FIJI 68.4% 460,000 0% 15 VIETNAM 67.9% 53,000,000 0% 16 SAMOA 67.0% 90,000 -2.2% 17 NEW ZEALAND 66.8% 2,700,000 -3.6% 18 AMERICAN SAMOA 66.3% 28,000 0% 19 NORWAY 64.6% 3,000,000 -3.2% 20 LITHUANIA 64.5% 1,500,000 0% 01 MONGOLIA 92.1% 2,200,000 +4.8% 02 MALTA 82.7% 320,000 -3.0% 03 ICELAND 80.4% 230,000 0% 04 LIBYA 77.8% 4,100,000 +2.5% 05 GREENLAND 77.2% 36,000 -2.7% 06 TONGA 75.2% 56,000 +3.7% 07 GUAM 74.2% 100,000 -9.1% 08 BHUTAN 71.8% 440,000 +2.3% 09 GEORGIA 70.3% 2,300,000 0% 10 FRENCH POLYNESIA 69.9% 160,000 0% COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: MESSENGER
  103. 103. LINKEDIN
  104. 104. 105 APR 2021 SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART ARE NOT COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE. POTENTIAL AUDIENCE* THAT LINKEDIN REPORTS CAN BE REACHED WITH ADVERTS ON LINKEDIN LINKEDIN’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 18+ QUARTER-ON- QUARTER CHANGE IN LINKEDIN’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS MALE* 745.6 13.3% +2.5% 42.8% 57.2% MILLION +18 MILLION LINKEDIN: ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
  105. 105. 106 APR 2021 8.5% 26.7% 7.2% 1.1% 10.8% 33.4% 10.3% 2.0% SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP. *ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 54 YEARS OLD 55+ YEARS OLD SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE
  106. 106. 107 APR 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 01 UNITED STATES 170,000,000 0% 02 INDIA 75,000,000 +5.6% 03 CHINA 50,000,000 0% 04 BRAZIL 48,000,000 +6.7% 05 UNITED KINGDOM 31,000,000 +3.3% 06 FRANCE 22,000,000 +4.8% 07= CANADA 18,000,000 0% 07= INDONESIA 18,000,000 +5.9% 09 MEXICO 16,000,000 0% 10 ITALY 15,000,000 0% 11 SPAIN 14,000,000 0% 12= AUSTRALIA 12,000,000 0% 12= GERMANY 12,000,000 0% 14= PHILIPPINES 10,000,000 +4.2% 14= TURKEY 10,000,000 +2.0% 16 COLOMBIA 9,500,000 +5.6% 17 NETHERLANDS 9,300,000 +2.2% 18= ARGENTINA 8,600,000 +2.4% 18= SOUTH AFRICA 8,600,000 +3.6% 20= PAKISTAN 7,000,000 +2.9% 20= RUSSIAN FEDERATION 7,000,000 0% 22 PERU 6,300,000 +1.6% COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES LINKEDIN AD REACH RANKING
  107. 107. 108 APR 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP. 18+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 18+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 18+ TOTAL REACH QOQ CHANGE 11 ARUBA 61.7% 52,000 +2.0% 12 NEW ZEALAND 61.7% 2,300,000 +4.5% 13 U.A.E. 60.6% 5,000,000 +4.2% 14 AUSTRALIA 60.5% 12,000,000 0% 15 DENMARK 60.1% 2,800,000 +3.7% 16 MALTA 60.0% 220,000 0% 17 CANADA 58.4% 18,000,000 0% 18 UNITED KINGDOM 57.5% 31,000,000 +3.3% 19 LUXEMBOURG 56.4% 290,000 0% 20 CURAÇAO 56.1% 72,000 +1.4% 01 AMERICAN SAMOA 103.0%* 38,000 0% 02 BERMUDA 100.7%* 50,000 0% 03 ICELAND 94.9% 250,000 +4.2% 04 CAYMAN IS. 85.9% 45,000 +2.3% 05 ANDORRA 81.8% 53,000 +1.9% 06 U.S. VIRGIN IS. 74.8% 60,000 +1.7% 07 NETHERLANDS 67.0% 9,300,000 +2.2% 08 UNITED STATES 65.7% 170,000,000 0% 09 IRELAND 64.0% 2,400,000 +4.3% 10 SINGAPORE 61.9% 3,100,000 +3.3% COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 18+ ELIGIBLE AUDIENCE REACH RATE RANKING: LINKEDIN
  108. 108. SNAPCHAT
  109. 109. 110 APR 2021 SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: SNAP’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT FIGURES FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE. POTENTIAL AUDIENCE* THAT SNAP REPORTS CAN BE REACHED WITH ADVERTS ON SNAPCHAT SNAPCHAT’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN SNAPCHAT’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS MALE* 528.2 8.6% +6.0% 56.1% 42.5% MILLION +30 MILLION SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT
  110. 110. 111 APR 2021 12.4% 11.1% 9.4% 11.9% 8.7% 2.7% 8.4% 9.4% 8.7% 9.9% 4.9% 1.3% SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 13 – 17 YEARS OLD 18 – 20 YEARS OLD 21 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 49 YEARS OLD 50+ YEARS OLD SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE
  111. 111. 112 APR 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 11 TURKEY 12,150,000 +9.5% 12 EGYPT 12,050,000 +12.6% 13 BRAZIL 11,150,000 -6.7% 14 CANADA 10,500,000 +1.0% 15 RUSSIA 8,600,000 0% 16 NIGERIA 7,850,000 +18.0% 17 AUSTRALIA 7,550,000 0% 18 COLOMBIA 6,550,000 +8.3% 19 NETHERLANDS 6,000,000 +3.4% 20 ALGERIA 5,450,000 +9.0% 01 UNITED STATES 108,650,000 +0.6% 02 INDIA 93,950,000 +26.4% 03 FRANCE 24,800,000 +1.2% 04 UNITED KINGDOM 21,300,000 +0.9% 05 SAUDI ARABIA 20,350,000 +3.8% 06 MEXICO 18,200,000 +1.4% 07 GERMANY 15,600,000 +1.6% 08 PAKISTAN 13,900,000 +25.2% 09 PHILIPPINES 13,250,000 +3.9% 10 IRAQ 12,450,000 +10.7% COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES SNAPCHAT AD REACH RANKING
  112. 112. 113 APR 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE 11 NETHERLANDS 40.4% 6,000,000 +3.4% 12 JORDAN 40.0% 2,950,000 +7.3% 13 UNITED STATES 38.8% 108,650,000 +0.6% 14 OMAN 37.5% 1,550,000 +10.7% 15 UNITED KINGDOM 36.9% 21,300,000 +0.9% 16 NEW ZEALAND 35.9% 1,450,000 0% 17 AUSTRALIA 35.3% 7,550,000 0% 18 PALESTINE 33.4% 1,150,000 +4.5% 19 PUERTO RICO 33.2% 825,000 +17.0% 20 U.A.E. 32.9% 2,850,000 +5.6% 01 SAUDI ARABIA 73.8% 20,350,000 +3.8% 02 NORWAY 71.0% 3,300,000 0% 03 LUXEMBOURG 67.2% 367,500 +4.3% 04 KUWAIT 56.9% 2,000,000 0% 05 DENMARK 51.0% 2,550,000 0% 06 IRELAND 48.9% 2,000,000 +2.6% 07 SWEDEN 47.7% 4,100,000 0% 08 IRAQ 45.5% 12,450,000 +10.7% 09 FRANCE 44.7% 24,800,000 +1.2% 10 BAHRAIN 42.2% 615,000 +5.1% COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: SNAPCHAT
  113. 113. TWITTER
  114. 114. 115 APR 2021 SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION. POTENTIAL AUDIENCE* THAT TWITTER REPORTS CAN BE REACHED WITH ADVERTS ON TWITTER TWITTER’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN TWITTER’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS MALE* 395.9 6.5% +12.1% 36.3% 63.7% MILLION +43 MILLION TWITTER: ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
  115. 115. 116 APR 2021 2.6% 7.7% 12.9% 6.9% 6.0% 4.0% 9.4% 25.6% 13.8% 11.1% SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP. NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 13 –17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 49 YEARS OLD 50+ YEARS OLD SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF TWITTER’S ADVERTISING AUDIENCE

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