The slides used in Simon Kemp's video exploring the Top 10 Trends in DataReportal's Digital 2021 October Global Statshot Report. Watch the full video here: https://datareportal.com/reports/digital-2021-october-global-statshot-top-10-trends
4. 4
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
OCTOBER GLOBAL STATSHOT REPORT
7. 7 @ESKIMON • SOURCE: GWI (Q2 2021)
MORE THAN 1 IN 5 WORKING-AGE INTERNET
USERS NOW LISTENS TO PODCASTS EVERY WEEK
8. 41
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS.
33.2%
32.5%
32.0%
30.2%
26.3%
23.2%
22.6%
22.2%
21.9%
21.3%
21.3%
21.2%
21.0%
20.9%
20.8%
20.6%
20.6%
20.1%
20.0%
19.7%
19.5%
19.1%
18.9%
18.9%
18.8%
18.7%
17.6%
17.5%
17.3%
16.7%
16.6%
16.0%
15.9%
15.7%
15.4%
15.3%
15.0%
14.7%
14.6%
14.1%
13.9%
13.8%
13.6%
11.8%
11.5%
11.0%
8.5%
4.3%
MEXICO
BRAZIL
INDONESIA
SWEDEN
IRELAND
SPAIN
POLAND
INDIA
COLOMBIA
CANADA
ROMANIA
U.S.A.
SOUTH
AFRICA
PHILIPPINES
DENMARK
NEW
ZEALAND
U.K.
WORLDWIDE
PORTUGAL
THAILAND
AUSTRALIA
CHINA
GERMANY
SAUDI
ARABIA
NIGERIA
ISRAEL
AUSTRIA
HONG
KONG
SWITZERLAND
ARGENTINA
GHANA
TURKEY
SINGAPORE
KENYA
U.A.E.
TAIWAN
MOROCCO
MALAYSIA
ITALY
FRANCE
NETHERLANDS
VIETNAM
EGYPT
BELGIUM
SOUTH
KOREA
GREECE
RUSSIA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST WEEK
LISTENING TO PODCASTS
DUE TO SURVEY CHANGES, THE VALUES ON THIS CHART ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS
!
8
9. 42
OCT
2021
23.2%
21.9%
18.7%
16.6%
14.1%
22.4% 21.7%
20.0%
16.7%
13.7%
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.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 WEEK
DUE TO SURVEY CHANGES, THE VALUES ON THIS CHART ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS
!
9
10. 10
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.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 35M 1H 01M 0H 57M 1H 13M
QOQ: +2.2% QOQ: +1.7% QOQ: +3.6% QOQ: +1.4%
6H 58M 3H 21M 2H 27M 2H 05M
QOQ: +0.7% QOQ: +0.5% QOQ: +2.1% QOQ: +1.6%
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
12. 12 @ESKIMON • SOURCE: APP ANNIE (OCT 2021)
DOWNLOADS OF SMARTPHONE VPN APPS
SURGED BETWEEN JULY AND SEPTEMBER 2021
13. 147
OCT
2021
SOURCE: APP ANNIE (OCT 2021). NOTES: MAU RANK BASED ON COMBINED DATA FOR IPHONE AND ANDROID USERS (EXCLUDING CHINA) IN AUGUST 2021. DOWNLOAD AND CONSUMER
SPEND RANKS BASED ON DATA FROM THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHICH USES DATA FOR THE IOS APP STORE ONLY. MAU RANKING DOES NOT
INCLUDE PRE-INSTALLED APPS (E.G. SAFARI ON IOS DEVICES AND YOUTUBE ON ANDROID DEVICES).
# APP NAME # APP NAME # APP NAME
BREAKOUT MOBILE APPS BY MONTHLY ACTIVE USERS BREAKOUT MOBILE APPS BY DOWNLOADS BREAKOUT MOBILE APPS BY CONSUMER SPEND
01 DISNEY+
02 YOUTUBE
03 TINDER
04 TIKTOK
05 BUMBLE APP
06 STRAVA RUNNING AND CYCLING
07 VEVE
08 PEACOCK TV
09 FACEPLAY
10 PICCOMA
01 NIGHTOWL VPN
02 SHAPE VPN
03 MEESHO
04 TOP VPN
05 FAST VPN BY FIVE OCEANS ECOMMERCE
06 SMART CLEAN-BOOSTERCLEANER
07 SURF - FREE VPN FOR TIKTOK, CUTOUT…
08 VPN MASTER - FREE & FAST & SECURE…
09 PEDULILINDUNGI
10 INSTAGRAM
01 TIKTOK
02 INSTAGRAM
03 FACEBOOK
04 UBER
05 BOOKING.COM
06 TELEGRAM
07 SNAPCHAT
08 HBO MAX
09 AMAZON
10 SHOPEE
APP ANNIE’S RANKING OF LEADING MOBILE APPS WITH THE MOST SIGNIFICANT QUARTER-ON-QUARTER GROWTH IN KEY PERFORMANCE METRICS
TOP BREAKOUT MOBILE APPS WORLDWIDE: Q3 2021
13
14. 56
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS.
43.2%
40.5%
35.5%
33.0%
31.8%
31.0%
30.6%
29.9%
29.2%
28.8%
28.3%
27.6%
26.7%
26.2%
26.0%
25.4%
24.9%
24.6%
24.5%
24.3%
24.0%
24.0%
23.2%
23.2%
23.2%
22.9%
22.7%
22.6%
22.2%
22.1%
22.0%
21.7%
21.0%
21.0%
20.5%
20.5%
20.2%
20.0%
19.7%
19.2%
18.8%
18.4%
17.7%
17.1%
16.0%
12.9%
12.9%
11.0%
INDIA
INDONESIA
U.A.E.
SAUDI
ARABIA
MALAYSIA
TURKEY
VIETNAM
CHINA
SINGAPORE
NIGERIA
WORLDWIDE
HONG
KONG
PHILIPPINES
SOUTH
AFRICA
SWITZERLAND
EGYPT
U.K.
PORTUGAL
THAILAND
U.S.A.
AUSTRIA
GERMANY
AUSTRALIA
DENMARK
IRELAND
NETHERLANDS
CANADA
COLOMBIA
SWEDEN
KENYA
MOROCCO
NEW
ZEALAND
BELGIUM
GREECE
FRANCE
POLAND
ITALY
MEXICO
SPAIN
TAIWAN
RUSSIA
ARGENTINA
BRAZIL
SOUTH
KOREA
ROMANIA
GHANA
ISRAEL
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY USE A VPN FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF A VIRTUAL PRIVATE NETWORK (VPN)
14
15. 15 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM APP ANNIE (OCT 2021) AND GWI (Q2 2021)
THE RISE IN DOWNLOADS OF VPN APPS
SUGGESTS ADOPTION MAY INCREASE IN 2022
17. 17 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED IN SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021)
FOLLOWING A SURGE IN USERS, INDIA IS NOW
HOME TO SNAPCHAT’S LARGEST AD AUDIENCE
18. 115
OCT
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT
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
01 INDIA 115,950,000 +16.2%
02 U.S.A. 106,200,000 +0.9%
03 FRANCE 24,100,000 +3.0%
04 U.K. 20,100,000 +1.5%
05 SAUDI ARABIA 19,700,000 +3.1%
06 PAKISTAN 17,050,000 +15.2%
07 MEXICO 16,550,000 -6.2%
08 GERMANY 15,000,000 +3.8%
09 IRAQ 12,800,000 +5.3%
10 EGYPT 12,750,000 +5.8%
11 TURKEY 12,650,000 +8.1%
12 PHILIPPINES 11,300,000 -3.8%
13 CANADA 10,100,000 -1.5%
14 NIGERIA 8,600,000 +9.6%
15 BRAZIL 8,500,000 -4.0%
16= AUSTRALIA 7,150,000 0%
16= RUSSIA 7,150,000 -2.7%
18 COLOMBIA 6,250,000 +0.8%
19 ALGERIA 5,900,000 +9.3%
20= NETHERLANDS 5,800,000 +2.7%
20= SOUTH AFRICA 5,800,000 +13.7%
22 MOROCCO 5,650,000 +4.6%
COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
18
19. 113
OCT
2021
SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (OCT 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*
538 8.8% +4.7% 54.4% 44.6%
MILLION +24 MILLION
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT
19
21. 21 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q2 2021)
ALMOST ALL USERS OF ANY SOCIAL PLATFORM
USE AT LEAST ONE OTHER SOCIAL PLATFORM
22. 63
OCT
2021
SOURCE: GWI (Q2 2021). SEE GWI.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 NETWORK OR MESSENGER SERVICE, 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% 100.0% 75.2% 77.6% 13.8% 32.2% 49.2% 44.9% 36.6% 31.9%
YOUTUBE USERS 1.0% 79.9% 100.0% 77.8% 15.3% 29.9% 52.1% 42.6% 38.6% 31.9%
INSTAGRAM USERS 0.1% 83.1% 78.8% 100.0% 14.9% 36.7% 55.0% 47.8% 40.7% 31.9%
REDDIT USERS 0.1% 81.4% 79.2% 82.5% 100.0% 50.0% 73.0% 51.4% 59.4% 50.1%
SNAPCHAT USERS 0.1% 83.7% 79.2% 88.9% 21.9% 100.0% 62.8% 58.4% 51.0% 38.9%
TWITTER USERS 0.2% 83.8% 80.9% 87.5% 21.0% 41.2% 100.0% 51.9% 44.6% 40.2%
TIKTOK USERS 0.1% 85.0% 81.3% 84.4% 16.4% 42.6% 57.7% 100.0% 44.4% 31.7%
PINTEREST USERS 0.1% 83.0% 80.5% 86.3% 22.7% 44.5% 59.5% 53.2% 100.0% 42.2%
LINKEDIN USERS 0.3% 88.4% 78.3% 82.5% 23.4% 41.6% 65.4% 46.5% 51.5% 100.0%
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
22
23. 23 @ESKIMON • SOURCE: GWI (Q2 2021)
THE TYPICAL GLOBAL SOCIAL MEDIA USER NOW
USES 6.7 SOCIAL PLATFORMS EVERY MONTH
24. 24 @ESKIMON
A PORTFOLIO APPROACH TO SOCIAL MEDIA MAY
HELP IMPROVE EFFICIENCY AND EFFECTIVENESS
26. 26 @ESKIMON • SOURCE: NETFLIX DATA, AS CITED IN A BLOOMBERG ARTICLE BY LUCAS SHAW (17 OCT 2021)
SQUID GAME ATTRACTED 132 MILLION VIEWERS
IN JUST 23 DAYS FOLLOWING ITS LAUNCH
27. 27 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FLIXPATROL (OCT 2021)
NON-ENGLISH-LANGUAGE TV SHOWS HAVE
TOPPED NETFLIX CHARTS ALL OVER THE WORLD
문화
28. 28 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF TRENDS IN VIEWERSHIP OF VARIOUS NON-ENGLISH-LANGUAGE NETFLIX SHOWS IN 2021 (OCT 2021)
WE CAN EXPECT THIS TREND TO CONTINUE –
AND PERHAPS EVEN ACCELERATE – IN 2022
30. 30 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM SKAI (OCT 2021)
THE COST OF SOCIAL MEDIA AD CPMS HAS
INCREASED SIGNIFICANTLY OVER THE PAST YEAR
31. 181
OCT
2021
$5.75
$7.56
$6.80
$7.48 $7.70
SOURCE: SKAI (FORMERLY KENSHOO) (OCT 2021). NOTES: PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7
BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES. COMPARABILITY ADVISORY: SKAI RE-BASES ITS
SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021
+31% -10% +9.9% +2.9%
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE COST-PER-MILLE (COST PER 1,000 IMPRESSIONS) FOR PAID SOCIAL MEDIA ADS (IN USD)
QUARTERLY CHANGE IN SOCIAL MEDIA AD CPM
31
32. 32 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM SKAI (OCT 2021)
HISTORICAL TRENDS SUGGEST CPMS MAY RISE
FURTHER AS WE ENTER THE HOLIDAY SEASON
33. 176
OCT
2021
$0.54 $0.56 $0.54
$0.61
$0.70
SOURCE: SKAI (FORMERLY KENSHOO) (OCT 2021). NOTES: PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7
BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES. COMPARABILITY ADVISORY: SKAI RE-BASES ITS
SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021
+3.3% -3.6% +13% +15%
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE COST-PER-CLICK FOR PAID ONLINE SEARCH ADS (IN USD)
QUARTERLY CHANGE IN PAID SEARCH AD CPC
33
35. 35 @ESKIMON • SOURCE: CNNIC (SEP 2021)
MORE THAN 1 BILLION PEOPLE
IN CHINA NOW USE THE INTERNET
36. 36 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM CNNIC (OCT 2021)
OVER 70 MILLION PEOPLE IN CHINA CAME
ONLINE FOR THE FIRST TIME IN THE PAST YEAR
37. 14
OCT
2021
SOURCES: KEPIOS (OCT 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%
98.0%
97.9%
97.0%
97.0%
96.5%
96.0%
95.0%
94.0%
94.0%
93.2%
93.0%
92.0%
92.0%
92.0%
91.0%
91.0%
91.0%
91.0%
91.0%
90.0%
89.6%
89.0%
86.8%
85.0%
84.2%
84.1%
83.7%
83.0%
80.7%
80.0%
77.8%
77.0%
74.0%
73.7%
73.0%
71.9%
69.9%
69.0%
68.2%
68.0%
61.8%
53.0%
51.0%
47.0%
42.0%
DENMARK
U.A.E.
SOUTH
KOREA
U.K.
SAUDI
ARABIA
SWEDEN
SWITZERLAND
CANADA
NETHERLANDS
GERMANY
JAPAN
NEW
ZEALAND
SPAIN
HONG
KONG
BELGIUM
IRELAND
U.S.A.
AUSTRALIA
AUSTRIA
FRANCE
SINGAPORE
TAIWAN
ISRAEL
MALAYSIA
RUSSIA
POLAND
ROMANIA
PORTUGAL
MOROCCO
ITALY
ARGENTINA
GREECE
TURKEY
THAILAND
BRAZIL
MEXICO
INDONESIA
VIETNAM
EGYPT
CHINA
COLOMBIA
SOUTH
AFRICA
PHILIPPINES
WORLDWIDE
GHANA
NIGERIA
INDIA
KENYA
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
37
38. 38 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM CNNIC (OCT 2021)
CHINA’S INTERNET USERS ARE STILL
GROWING AT AN ANNUAL RATE OF 7.5%
40. 40 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021)
ADS ACROSS FACEBOOK INC.’S FAMILY OF APPS
NOW REACH 3 BILLION USERS EVERY MONTH
41. 41
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS, AND POPULATION DATA FROM THE
UNITED NATIONS AND THE U.S. CENSUS BUREAU (OCT 2021)
Ads across Facebook’s
portfolio of platforms now
reach roughly half of all the
people on Earth aged 13 and
above living outside of China.
44. 44 @ESKIMON • SOURCE: BYTEDANCE PUBLIC ANNOUNCEMENT (SEP 2021)
TIKTOK NOW HAS MORE THAN 1 BILLION
MONTHLY ACTIVE USERS AROUND THE WORLD
45. 62
OCT
2021
SOURCES: KEPIOS ANALYSIS (OCT 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
*NOTES: ‘USERS’ MAY NOT REPRESENT UNIQUE INDIVIDUALS. PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS
RELIABLE. (**) FIGURE USES THE REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
2,895
2,291
2,000
1,393
1,300
1,251
1,000
600
591
566
550
538
506
454
436
430
300
FACEBOOK¹
YOUTUBE²
WHATSAPP¹*
INSTAGRAM²
FB MESSENGER²*
WECHAT¹
TIKTOK¹
DOUYIN¹**
QQ¹
SINA WEIBO¹
TELEGRAM¹
SNAPCHAT²
KUAISHOU¹
PINTEREST¹
TWITTER²
REDDIT¹*
QUORA¹*
DATA UPDATED TO:
17 OCTOBER 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
45
46. 145
OCT
2021
SOURCE: APP ANNIE (OCT 2021). NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES, EXCEPT FOR CHINA, WHICH ONLY INCLUDES DATA
FOR DOWNLOADS VIA THE IOS STORE.
# GAME NAME COMPANY
# APP NAME COMPANY
RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS
01 MY TALKING ANGELA 2 OUTFIT7
02 COUNT MASTERS ASCELLA MOBILE
03 FREE FIRE SEA
04 BRIDGE RACE IRONSOURCE
05 PUBG MOBILE TENCENT
06 SUBWAY SURFERS SYBO
07 FIDGET TOYS TRADING 3D ASCELLA MOBILE
08 HAIR CHALLENGE ROLLIC
09 ROBLOX ROBLOX
10 CANDY CRUSH SAGA ACTIVISION BLIZZARD
01 TIKTOK BYTEDANCE
02 INSTAGRAM FACEBOOK
03 FACEBOOK FACEBOOK
04 WHATSAPP FACEBOOK
05 FACEBOOK MESSENGER FACEBOOK
06 SNAPCHAT SNAP
07 TELEGRAM TELEGRAM
08 ZOOM CLOUD MEETINGS ZOOM
09 CAPCUT BYTEDANCE
10 GOOGLE MEET GOOGLE
MOBILE APP RANKINGS: DOWNLOADS
RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF WORLDWIDE DOWNLOADS IN Q3 2021
46
47. 106
OCT
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TIKTOK’S SELF-SERVICE AD TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT 2021).
*NOTES: TIKTOK’S AD TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+. 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.
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 18+
REACH
AGE 18+
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 18+
REACH
AGE 18+
11 U.S.A. 46.5% 120,768,500
12 IRELAND 46.5% 1,751,500
13 PERU 46.4% 11,000,500
14 MEXICO 46.1% 41,648,000
15 PHILIPPINES 46.0% 33,047,500
16 INDONESIA 45.7% 87,504,000
17 BRAZIL 45.0% 72,325,000
18 BAHRAIN 43.9% 606,000
19 RUSSIA 42.6% 48,805,000
20 TURKEY 40.4% 24,599,500
01 SAUDI ARABIA 78.3% 19,825,500
02 KUWAIT 72.5% 2,367,500
03 U.A.E. 68.6% 5,682,500
04 THAILAND 63.7% 35,646,000
05 CAMBODIA 60.3% 6,541,500
06 MALAYSIA 57.0% 13,459,500
07 VIETNAM 55.4% 39,652,000
08 QATAR 55.0% 1,363,000
09 CHILE 51.8% 7,662,000
10 KAZAKHSTAN 49.2% 6,272,500
COUNTRIES AND TERRITORIES* WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+* COMPARED TO POPULATION AGED 18+
ADDRESSABLE AUDIENCE REACH RATE RANKING: TIKTOK
TIKTOK’S TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+, SO RANKS AND VALUES ON THIS CHART MAY NOT MATCH EQUIVALENTS FOR TIKTOK’S TOTAL AUDIENCE AGED 13+
!
47
49. 49 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCT 2021)
THERE ARE NOW MORE THAN 4.5 BILLION
SOCIAL MEDIA USERS AROUND THE WORLD
50. 9
OCT
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.
OCT 2021 vs. OCT 2020 OCT 2021 vs. OCT 2020 OCT 2021 vs. OCT 2020 OCT 2021 vs. OCT 2020
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
+1.0% +1.9% +4.8% +9.9%
+80 MILLION +97 MILLION +222 MILLION +409 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
50
51. 51 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCT 2021)
13 NEW USERS
JOIN SOCIAL MEDIA EVERY SINGLE SECOND
52. 52 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCT 2021)
SOCIAL MEDIA USERS ARE ON TRACK TO REACH
60% OF THE WORLD’S POPULATION BY MID-2022
53. 53
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
OCTOBER GLOBAL STATSHOT REPORT