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ESSENTIAL HEADLINES FROM THE DIGITAL 2021 OCTOBER GLOBAL STATSHOT REPORT
DIGITAL TRENDS:
OCTOBER 2021
SIMON KEMP • • TOP 10 TRENDS • OCTOBER 2021
SIMON KEMP
@ESKIMON
Digital 2021 October Global Statshot Report Top 10 Trends
4
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
OCTOBER GLOBAL STATSHOT REPORT
5 @ESKIMON
ESSENTIAL
HEADLINES
6 @ESKIMON
PODCASTS GAINING IN
GLOBAL POPULARITY
#10
7 @ESKIMON • SOURCE: GWI (Q2 2021)
MORE THAN 1 IN 5 WORKING-AGE INTERNET
USERS NOW LISTENS TO PODCASTS EVERY WEEK
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
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
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
11 @ESKIMON
VPNS ON
THE RISE
#9
12 @ESKIMON • SOURCE: APP ANNIE (OCT 2021)
DOWNLOADS OF SMARTPHONE VPN APPS
SURGED BETWEEN JULY AND SEPTEMBER 2021
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
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 @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
16 @ESKIMON
INDIA HAS SNAPCHAT’S
LARGEST AD AUDIENCE
#8
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
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
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
20 @ESKIMON
SOCIAL MEDIA
AUDIENCE OVERLAPS
#7
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
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 @ESKIMON • SOURCE: GWI (Q2 2021)
THE TYPICAL GLOBAL SOCIAL MEDIA USER NOW
USES 6.7 SOCIAL PLATFORMS EVERY MONTH
24 @ESKIMON
A PORTFOLIO APPROACH TO SOCIAL MEDIA MAY
HELP IMPROVE EFFICIENCY AND EFFECTIVENESS
25 @ESKIMON
THE RISING POPULARITY OF
‘INTERNATIONAL’ CONTENT
#6
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 @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 @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
29 @ESKIMON
SOCIAL MEDIA
CPMS INCREASE
#5
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
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 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM SKAI (OCT 2021)
HISTORICAL TRENDS SUGGEST CPMS MAY RISE
FURTHER AS WE ENTER THE HOLIDAY SEASON
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
34 @ESKIMON
CHINA NOW HAS 1
BILLION INTERNET USERS
#4
35 @ESKIMON • SOURCE: CNNIC (SEP 2021)
MORE THAN 1 BILLION PEOPLE
IN CHINA NOW USE THE INTERNET
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
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 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM CNNIC (OCT 2021)
CHINA’S INTERNET USERS ARE STILL
GROWING AT AN ANNUAL RATE OF 7.5%
39 @ESKIMON
ADS ON FACEBOOK INC.’S
PLATFORMS REACH 3 BILLION
#3
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
@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.
42 @ESKIMON • SOURCE: FACEBOOK’S Q2 2021 INVESTOR EARNING ANNOUNCEMENT (JUL 2021)
3.5 BILLION
43 @ESKIMON
TIKTOK JOINS THE
BILLION-USER CLUB
#2
44 @ESKIMON • SOURCE: BYTEDANCE PUBLIC ANNOUNCEMENT (SEP 2021)
TIKTOK NOW HAS MORE THAN 1 BILLION
MONTHLY ACTIVE USERS AROUND THE WORLD
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
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
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
48 @ESKIMON
SOCIAL MEDIA USERS PASS
THE 4.5 BILLION MILESTONE
#1
49 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCT 2021)
THERE ARE NOW MORE THAN 4.5 BILLION
SOCIAL MEDIA USERS AROUND THE WORLD
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 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCT 2021)
13 NEW USERS
JOIN SOCIAL MEDIA EVERY SINGLE SECOND
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
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
OCTOBER GLOBAL STATSHOT REPORT
54
55
PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE:
GWI
APP ANNIE
SEMRUSH
SIMILARWEB
KEPIOS
LOCOWISE
STATISTA
SKAI
DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
SIMON KEMP
@ESKIMON
REPORTS@KEPIOS.COM
KEPIOS.COM

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Digital 2021 October Global Statshot Report Top 10 Trends

  • 1. ESSENTIAL HEADLINES FROM THE DIGITAL 2021 OCTOBER GLOBAL STATSHOT REPORT DIGITAL TRENDS: OCTOBER 2021 SIMON KEMP • • TOP 10 TRENDS • OCTOBER 2021
  • 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
  • 6. 6 @ESKIMON PODCASTS GAINING IN GLOBAL POPULARITY #10
  • 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
  • 16. 16 @ESKIMON INDIA HAS SNAPCHAT’S LARGEST AD AUDIENCE #8
  • 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
  • 25. 25 @ESKIMON THE RISING POPULARITY OF ‘INTERNATIONAL’ CONTENT #6
  • 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
  • 34. 34 @ESKIMON CHINA NOW HAS 1 BILLION INTERNET USERS #4
  • 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%
  • 39. 39 @ESKIMON ADS ON FACEBOOK INC.’S PLATFORMS REACH 3 BILLION #3
  • 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.
  • 42. 42 @ESKIMON • SOURCE: FACEBOOK’S Q2 2021 INVESTOR EARNING ANNOUNCEMENT (JUL 2021) 3.5 BILLION
  • 43. 43 @ESKIMON TIKTOK JOINS THE BILLION-USER CLUB #2
  • 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
  • 48. 48 @ESKIMON SOCIAL MEDIA USERS PASS THE 4.5 BILLION MILESTONE #1
  • 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
  • 54. 54
  • 55. 55 PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE: GWI APP ANNIE SEMRUSH SIMILARWEB KEPIOS LOCOWISE STATISTA SKAI