Digital in 2017: Northern Europe

1
DIGITAL IN 2017:
A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION
NORTHERN EUROPE

3
01 DENMARK 06 ICELAND 11 LITHUANIA
02 ESTONIA 07 IRELAND 12 NORWAY
03 FAEROE ISLANDS 08 ISLE OF MAN 13 SWEDEN
04 FINLAND 09 JERSEY 14 UNITED KINGDOM
05 GUERNSEY 10 LATVIA
COUNTRIES COVERED IN DETAIL IN THIS REPORT
95
4
10
7
12
8
13
1
6
2
3
11
14

4
EUROPEAN COUNTRIES BY REGIONAL REPORT
WESTERN EUROPE NORTHERN EUROPE SOUTHERN EUROPE EASTERN EUROPE
AUSTRIA DENMARK ALBANIA BELARUS
BELGIUM ESTONIA ANDORRA BULGARIA
FRANCE FAEROE ISLANDS BOSNIA & HERZEGOVINA CZECH REPUBLIC
GERMANY FINLAND CROATIA HUNGARY
LIECHTENSTEIN GUERNSEY GIBRALTAR MOLDOVA
LUXEMBOURG ICELAND GREECE POLAND
MONACO IRELAND ITALY ROMANIA
NETHERLANDS ISLE OF MAN KOSOVO RUSSIAN FEDERATION
SWITZERLAND JERSEY MACEDONIA SLOVAKIA
LATVIA MALTA UKRAINE
LITHUANIA MONTENEGRO
NORWAY PORTUGAL
SWEDEN SAN MARINO
UNITED KINGDOM SERBIA
SLOVENIA
SPAIN
1
DIGITAL IN 2017:
WESTERN EUROPE
1
DIGITAL IN 2017:
NORTHERN EUROPE
1
DIGITAL IN 2017:
SOUTHERN EUROPE
1
DIGITAL IN 2017:
EASTERN EUROPE

5
2017 GLOBAL
OVERVIEW
2017 DIGITAL
YEARBOOK
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
THE
CARIBBEAN
WESTERN
EUROPE
NORTHERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
EASTERN
AFRICA
SOUTHERN
AFRICA
WESTERN
ASIA
CENTRAL
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
SOUTHEAST
ASIA
ANZ &
PACIFIC
EASTERN
EUROPE
CLICK THE COVER IMAGES BELOW TO ACCESS THE FULL SET
OF RESOURCES IN OUR 2017 GLOBAL DIGITAL REPORTS SUITE
1
2017 DIGITAL YEARBOOK
INTERNET, SOCIAL MEDIA, AND MOBILE DATA FOR 239 COUNTRIES AROUND THE WORLD
1
DIGITAL IN 2017:
NORTHERN AMERICA
1
DIGITAL IN 2017:
CENTRAL AMERICA
1
DIGITAL IN 2017:
THE CARIBBEAN
1
DIGITAL IN 2017:
SOUTH AMERICA
1
DIGITAL IN 2017:
WESTERN EUROPE
1
DIGITAL IN 2017:
NORTHERN EUROPE
1
DIGITAL IN 2017:
SOUTHERN EUROPE
1
DIGITAL IN 2017:
EASTERN EUROPE
1
DIGITAL IN 2017:
NORTHERN AFRICA
1
DIGITAL IN 2017:
WESTERN AFRICA
1
DIGITAL IN 2017:
MIDDLE AFRICA
1
DIGITAL IN 2017:
EASTERN AFRICA
1
DIGITAL IN 2017:
SOUTHERN AFRICA
1
DIGITAL IN 2017:
CENTRAL ASIA
1
DIGITAL IN 2017:
SOUTHERN ASIA
1
DIGITAL IN 2017:
SOUTHEAST ASIA
1
DIGITAL IN 2017:
EASTERN ASIA
1
DIGITAL IN 2017:
ANZ & PACIFIC
1
DIGITAL IN 2017
GLOBAL OVERVIEWA COLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD
1
DIGITAL IN 2017:
WESTERN ASIA

7
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTJAN
2017 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
7.476 3.773 2.789 4.917 2.549
54% 50% 37% 66% 34%

8
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
SINCE JAN 2016 SINCE JAN 2016 SINCE FEB 2016 SINCE JAN 2016
JAN
2017
ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY
AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING;
EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT.
+10% +21% +5% +30%
+354 MILLION +482 MILLION +222 MILLION +581 MILLION

9
DIGITAL USER DISTRIBUTION BY REGIONJAN
2017 EACH REGION’S SHARE OF THE WORLD’S POPULATION, GLOBAL INTERNET AND SOCIAL MEDIA USERS, AND GLOBAL MOBILE CONNECTIONS
TOTAL POPULATION
INTERNET USERS
ACTIVE SOCIAL MEDIA ACCOUNTS
MOBILE CONNECTIONS
5% 8%
8% 5%
3% 4%
3% 3%
6% 9%
7% 7%
6% 8%
9% 7%
3% 3%
4% 4%
16% 6%
10% 13%
6% 7%
8% 8%
1% <1%
1% 1%
22% 33%
24% 22%
24% 9%
16% 19%
9% 11%
9% 11%
1% 1%
1% 1%
NORTH AMERICA
CENTRAL AMERICA
WEST EUROPE
MIDDLE EAST
AFRICA
EAST EUROPE
CENTRAL ASIA
SOUTH ASIA
EAST ASIA
SOUTHEAST ASIA
OCEANIA
SOUTH AMERICA
SOURCES: POPULATION: UNITED NATIONS; US CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK;
SOCIAL MEDIA: FACEBOOK, TENCENT, VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; SIMILARWEB; MAIL.RU; DING; WE ARE SOCIAL ANALYSIS
AND EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; WE ARE SOCIAL ANALYSIS AND EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.

10
JAN
2017
GLOBAL INTERNET USE AND PENETRATIONINTERNET AND MOBILE INTERNET USER NUMBERS COMPARED TO POPULATION
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; GOVERNMENT REGULATORY
AUTHORITIES; TENCENT, VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATIONS OF ALL THE ABOVE.
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
BILLION BILLION
3.773 50% 3.448 46%

11
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2017
SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
SOURCES: STATCOUNTER, JANUARY 2017.
45% 50% 5% 0.12%
-20% +30% -5% +33%

12
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2017
SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
BILLION BILLION
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.
2.789 37% 2.549 34%

13
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN
2017 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2017.
*NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE.
**NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY BUSINESS INSIDER IN JUNE 2016, BASED ON DAILY ACTIVE USERS.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
27 JANUARY 2017
1,871
1,000
1,000
1,000
877
846
632
600
550
317
300
300
300
297
217
150
122
106
100
100
100
90
49
FACEBOOK
FB MESSENGER
WHATSAPP
YOUTUBE
QQ
WECHAT
QZONE
INSTAGRAM
TUMBLR*
TWITTER
BAIDU TIEBA*
SKYPE
SNAPCHAT**
SINA WEIBO
LINE
PINTEREST
YY
LINKEDIN
BBM*
TELEGRAM
VIBER*
VKONTAKTE
KAKAOTALK

14
TOTAL GLOBAL
CONNECTIONS
(ALL DEVICES)*
CONNECTIONS
USED ON SMART-
PHONE DEVICES
SHARE OF SMART-
PHONE CONNECTIONS
vs. TOTAL CONNECTIONS
CONNECTIONS
USED ON FEATURE-
PHONE DEVICES
JAN
2017
MOBILE CONNECTIONS BY DEVICEBASED ON GLOBAL SMARTPHONE CONNECTIONS COMPARED TO TOTAL GLOBAL MOBILE CONNECTIONS
SHARE OF FEATURE-
PHONE CONNECTIONS
vs. TOTAL CONNECTIONS
BILLION BILLION BILLION
SOURCES: GSMA INTELLIGENCE, Q4 2016 & Q1 2017; ERICSSON MOBILITY REPORT, NOVEMBER 2016. *NOTE: TOTAL GLOBAL CONNECTIONS
INCLUDE APPROXIMATELY 250 MILLION MOBILE CONNECTIONS (3.3% OF THE TOTAL) USED BY PCS, TABLETS, AND MOBILE ROUTER DEVICES.
8.05 4.42 55% 3.38 42%

15
JAN
2017
GLOBAL E-COMMERCE REVENUESTOTAL VALUE OF THE CONSUMER (B2C) E-COMMERCE MARKET, AND AVERAGE E-COMMERCE REVENUE PER USER
BILLION TRILLION
TOTAL VALUE OF
GLOBAL E-COMMERCE
MARKET IN 2016 (IN US$)
AVERAGE ANNUAL
E-COMMERCE REVENUE
PER USER IN 2016 (IN US$)
SOURCES: EXTRAPOLATED FROM STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, JANUARY 2017; AND DATA
FROM EMARKETER. NOTE: PENETRATION FIGURES REPRESENT PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE.
NUMBER OF PEOPLE
PURCHASING VIA
E-COMMERCE
E-COMMERCE PENETRATION
(NUMBER OF PURCHASERS
vs. TOTAL POPULATION)
1.61 22% $1.915 $1,189

16
HOOTSUITE’S PERSPECTIVE: 2017 TRENDS
Social catches up with search for discovery. Search is still king for helping consumers research and
evaluate products and services, but social is starting to rival search for discovery, especially among younger
buyers.
Social commerce shows new promise. Social commerce has been hyped before. However, adoption in
APAC and new features by Instagram and Pinterest makes this an inevitable evolution in consumer behaviour
on social.
Dark social rising. Fueled by mobile and messaging, dark social is gaining ground. Dark social is critical
for marketers to understand, as if you only track social traffic with traditional web analytics, you’re
drastically underreporting the value that social delivers to your business.
Video ignites social advertising. Last year, we saw the domination of social video. The next evolution
is to combine the emotional power of social video with the scale and reach of social advertising.
Organisations turn to connected workforces. Organisations are increasingly investing in the online reach
and customer influence of their workforces with employee advocacy, social selling, and digital skills training.
Click here to download our 2017 Social Media Trends Toolkit to
align your 2017 social strategy with the year’s top social network trends.

17
DIGITAL IN 2017: WE ARE SOCIAL’S ANALYSIS
With more than half of the world’s population now online, including billions of people using social
platforms, it’s clear that digital and social should be a central part of every brand’s toolkit. The top
marketing priority now is to integrate digital marketing and social thinking into everything that
our brands do, from products and services, to creating more compelling digital communication,
and even finding new pricing, distribution, and innovation strategies that take full advantage of
our ever-more connected world. Marketers should explore:
Contextual reach: which websites, platforms, apps, and connected services do your
audiences use? Which have the greatest relevance to your brand and its activities?
Engagement: what motivates your audiences to use these digital properties? How can
you use content to inform, educate, or entertain them in ways that will add value to
their lives?
Conversion: how can you take advantage of opportunities like e-commerce and social
selling to help audiences complete their ‘buyer’s journey’, and enjoy your brand’s
benefits wherever and whenever they want?

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CLICK HERE TO READ OUR FULL GLOBAL OVERVIEW REPORT,
TOGETHER WITH OUR IN-DEPTH ANALYSIS AND INSIGHTS
1
DIGITAL IN 2017
GLOBAL OVERVIEWA COLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD

21
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
MILLION MILLION MILLION MILLION MILLION
URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION:
JAN
2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
DENMARK
5.70 5.49 3.80 8.91 3.40
88% 96% 67% 156% 60%

22
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016
JAN
2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016)
ANNUAL DIGITAL GROWTH
+1% +9% -1% +10%
+40 THOUSAND +300 THOUSAND -109 THOUSAND +300 THOUSAND

23
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
96% 80% 88% 50%
94% 28% 6% 6%

24
INTERNET
WORLD STATS
ITU (INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2017
INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
MILLION MILLIONMILLION MILLION
SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK.
5.43 5.49 5.48 5.40

25
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1 7 31 ?
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT RESPONDENTS
88% 10% 2% 0%

26
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS (IN KBPS), AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
SOURCES: AKAMAI STATE OF THE INTERNET REPORT, Q3 2016; GOOGLE CONSUMER BAROMETER, JANUARY 2017. FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
16,582 12,369 33% 46% 18%

27
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
59% 28% 12% 0.14%
-13% +49% -2% +27%

28
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
WEEKLY ONLINE ACTIVITIES BY DEVICESURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
58% 54% 56% 19% 32%
60% 45% 65% 25% 24%
26% 25% 35% 14% 11%

29
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2017
FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
28% 29% 12% 5% 26%

30
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
87% 25% 23% 24% 30%

31
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING;
EXTRAPOLATION OF TNS DATA. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
3.80 67% 3.40 60%

32
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS USING
FACEBOOK EACH DAY
JAN
2017
FACEBOOK USAGE ANALYSISA BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER
1
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
3.80 89% 82% 51% 49%
MILLION

33
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G & 4G)
JAN
2017
MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
SOURCES: GSMA INTELLIGENCE, Q4 2016.
8.91 156% 11% 89% 87%
MILLION

35
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
ESTONIA
1.31 1.20 0.66 1.84 0.54
67% 92% 50% 141% 41%

36
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+8% +12% -0.3% +23%

37
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
96% 63% 78% 26%
95% 11% 2% 3%

38
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
1.11 1.16 1.20 1.00

39
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
89% 9% 2% 0%

40
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
11,21
9
10,500 40% 41% 16%

41
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
80% 16% 4% 0.03%
-0.4% +2% +1% +50%

42
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
55% 45% 48% 15% 23%
78% 56% 74% 29% 36%
17% 13% 19% 7% 5%

43
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
34% 36% 12% 3% 15%

44
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
91% 24% 28% 17% 14%

45
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
0.66 50% 0.54 41%

46
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
660.0 82% 62% 55% 45%
THOUSAND

47
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
1.84 141% 22% 78% 75%
MILLION

49
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND
JAN
THE FAEROE ISLANDS
48.29 47.52 35.00 57.47 31.00
41% 98% 72% 119% 64%

50
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
-1% +3% -9% +7%
0 THOUSAND +1 THOUSAND -6 THOUSAND +2 THOUSAND

51
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
52% 29% 18% 0.03%
-14% +45% -2% +50%

52
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
35.00 89% 89% 50% 50%
THOUSAND

53
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
57.47 119% 53% 47% 67%
THOUSAND

55
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
FINLAND
5.53 5.13 2.80 10.38 2.30
84% 93% 51% 188% 42%

56
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+0.2% +8% +0.1% +15%
+8 THOUSAND +200 THOUSAND +5 THOUSAND +300 THOUSAND

57
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
99% 73% 86% 43%
92% 12% 2% 7%

58
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
5.12 5.13 5.11 5.10

59
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
86% 12% 2% 0%

60
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
17,645 16,894 38% 45% 15%

61
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
65% 27% 8% 0.14%
+14% -26% +16% +100%

62
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
57% 47% 60% 19% 25%
70% 45% 75% 31% 27%
23% 18% 32% 14% 9%

63
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
28% 34% 12% 3% 23%

64
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
89% 38% 13% 22% 32%

65
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
2.80 51% 2.30 42%

66
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
2.80 82% 68% 52% 48%
MILLION

67
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
10.38 188% 8% 92% 83%
MILLION

69
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
GUERNSEY
66.30 55.07 35.00 80.64 30.00
31% 83% 53% 122% 45%

70
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
0% 0% +3% 0%
(UNCHANGED) (UNCHANGED) +2 THOUSAND (UNCHANGED)

71
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
54% 22% 24% 0.53%
-12% +40% +4% +26%

72
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
35.00 86% 0% 0% 0%
THOUSAND

73
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
80.64 122% 53% 47% 83%
THOUSAND

75
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
ICELAND
333.0 327.0 260.0 428.3 230.0
94% 98% 78% 129% 69%

76
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+1% +8% +5% +15%

77
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
69% 23% 8% 0.16%
-9% +44% +2% +60%

78
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
260.0 88% 81% 52% 48%
THOUSAND

79
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
428.3 129% 38% 62% 84%
THOUSAND

81
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
IRELAND
4.73 3.90 2.80 4.78 2.60
64% 82% 59% 101% 55%

82
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+2% +8% -2% +13%

83
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
97% 78% 77% 50%
93% 18% 8% 5%

84
AVERAGE DAILY USE
OF THE INTERNET
VIA A PC OR TABLET
AVERAGE DAILY USE
OF THE INTERNET
VIA A MOBILE PHONE
AVERAGE DAILY USE
OF SOCIAL MEDIA
VIA ANY DEVICE
AVERAGE DAILY
TELEVISION
VIEWING TIME
JAN
2017
TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
5H 18M 2H 00M 1H 42M 2H 06M

85
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2017
INTERNET USEBASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE
MILLION MILLION
SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU), INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY
AUTHORITIES; GLOBALWEBINDEX, Q3 & Q4 2016. NOTE: GLOBALWEBINDEX DATE IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO
SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
3.90 82% 3.62 76%

86
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
3.82 3.79 3.82 3.90

87
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
87% 10% 3% 0%

88
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
14,024 13,196 27% 34% 35%

89
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
57% 35% 8% 0.45%
+2% +5% -24% -20%

90
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
62% 55% 65% 31% 31%
53% 38% 58% 28% 19%
24% 21% 32% 15% 8%

91
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
38% 25% 12% 5% 21%

92
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
91% 60% 38% 23% 30%

93
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
2.80 59% 2.60 55%

94
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
MILLION
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
2.80 93% 79% 52% 48%

95
JAN
2017
MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOCIAL NETWORK
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
70%
69%
49%
44%
38%
33%
28%
27%
27%
27%
22%
22%
YOUTUBE
FACEBOOK
FB MESSENGER
WHATSAPP
TWITTER
INSTAGRAM
LINKEDIN
PINTEREST
VIBER
SNAPCHAT
SKYPE
GOOGLE+

96
AGE TOTAL FEMALE MALE
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
PROFILE OF FACEBOOK USERSBREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2017
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
2,800,000 52% 48%
170,000 6% 6%
540,000 18% 21%
730,000 25% 27%
620,000 23% 22%
400,000 15% 13%
210,000 8% 7%
130,000 5% 5%
85
261
371
330
220
124
6978
281
357
293
179
89
64

97
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
NUMBER OF MOBILE
CONNECTIONS
(SUBSCRIPTIONS)
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2017
MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS / SUBSCRIPTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
MILLION MILLION
SOURCES: UNIQUE MOBILE USERS: EXTRAPOLATION OF DATA FROM GSMA INTELLIGENCE, EMARKETER, AND ERICSSON; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2016.
4.14 87% 4.78 101% 1.15

98
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
4.78 101% 50% 50% 77%
MILLION

99
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2017
GSMA MOBILE CONNECTIVITY INDEXGSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
SOURCES: GSMA INTELLIGENCE, Q4 2016. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
79.08 67.97 73.47 90.81 86.23

100
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
USING MOBILE BANKING
JAN
2017
MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
61% 76% 47% 49% 53%

101
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
JAN
2017
E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
74% 71% 62% 47% 34%

103
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
THE ISLE OF MAN
88.73 48.00 47.00 104.6 41.00
52% 54% 53% 118% 46%

104
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
0% -2% +2% 0%
(UNCHANGED) -1 THOUSAND +2 THOUSAND (UNCHANGED)

105
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
63% 17% 19% 0.46%
-10% +32% +18% +130%

106
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
47.00 87% 81% 51% 49%
THOUSAND

107
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
104.6 118% 46% 54% 69%
THOUSAND

109
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
JERSEY
98.07 64.00 64.00 139.98 57.00
31% 65% 65% 143% 58%

110
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+10% +10% +2% +12%

111
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
53% 29% 18% 0.58%
-6% +13% +0% +35%

112
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
64.00 89% 84% 54% 46%
THOUSAND

113
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
140.0 143% 15% 85% 72%
THOUSAND

115
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
LATVIA
1.95 1.63 0.80 2.68 0.64
67% 84% 41% 137% 33%

116
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
0% +19% -6% +31%
(UNCHANGED) +130 THOUSAND -183 THOUSAND +150 THOUSAND

117
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
97% 57% 71% 24%
91% 7% 3% 2%

118
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
1.63 1.54 1.49 1.50

119
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
84% 11% 5% 1%

120
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
16,878 13,158 46% 35% 15%

121
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
81% 16% 3% 0.06%
-3% +22% -20% +50%

122
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
41% 42% 45% 17% 19%
66% 52% 67% 33% 31%
12% 13% 15% 7% 5%

123
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
43% 30% 8% 2% 16%

124
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
87% 25% 26% 14% 35%

125
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
0.80 41% 0.64 33%

126
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
800.0 80% 68% 56% 44%
THOUSAND

127
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
2.68 137% 32% 68% 70%
MILLION

129
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
LITHUANIA
2.84 2.40 1.50 3.98 1.20
67% 84% 53% 140% 42%

130
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
0% +7% -4% +20%

131
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
97% 56% 71% 27%
91% 7% 1% 3%

132
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
2.40 2.03 2.20 2.00

133
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
84% 12% 3% 1%

134
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
14,279 8,771 43% 34% 16%

135
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
83% 14% 2% 0.02%
-3% +27% +0% +100%

136
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
33% 42% 47% 18% 18%
52% 51% 67% 28% 31%
12% 14% 19% 8% 5%

137
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
41% 31% 10% 2% 15%

138
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
89% 18% 19% 18% 26%

139
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
1.50 53% 1.20 42%

140
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
1.50 80% 73% 55% 45%
MILLION

141
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
3.98 140% 39% 61% 78%
MILLION

143
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
NORWAY
5.30 5.17 3.50 6.19 3.20
81% 97% 66% 117% 60%

144
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+2% +9% -6% +10%

145
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
96% 83% 90% 51%
91% 28% 3% 8%

146
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
4.97 5.13 5.17 4.90

147
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
93% 6% 1% 1%

148
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
20,024 17,388 31% 45% 23%

149
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
66% 25% 9% 0.13%
-7% +30% -11% +63%

150
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
59% 61% 59% 20% 36%
66% 53% 65% 27% 30%
23% 23% 28% 12% 10%

151
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
31% 27% 14% 4% 23%

152
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
86% 43% 36% 27% 37%

153
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
3.50 66% 3.20 60%

154
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
3.50 91% 83% 50% 50%
MILLION

155
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2017
6.19 117% 14% 86% 81%
MILLION

157
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
SWEDEN
9.89 9.22 6.60 14.43 5.90
86% 93% 67% 146% 60%

158
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
0% +16% -3% +16%

159
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2017
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
98% 85% 90% 50%
90% 28% 1% 6%

160
AVERAGE DAILY USE
OF THE INTERNET
VIA A PC OR TABLET
AVERAGE DAILY USE
OF THE INTERNET
VIA A MOBILE PHONE
AVERAGE DAILY USE
OF SOCIAL MEDIA
VIA ANY DEVICE
AVERAGE DAILY
TELEVISION
VIEWING TIME
JAN
2017
TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
5H 37M 1H 44M 1H 41M 2H 02M

161
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2017
INTERNET USEBASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE
MILLION MILLION
SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU), INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY
AUTHORITIES; GLOBALWEBINDEX, Q3 & Q4 2016. NOTE: GLOBALWEBINDEX DATE IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO
SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
9.22 93% 8.88 90%

162
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2017
CIA WORLD
FACTBOOK
9.22 8.96 9.17 8.70

163
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2017
1 7 31 ?
92% 7% 1% 0%

164
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2017
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
KBPS KBPS
19,706 12,093 26% 48% 25%

165
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2017
57% 33% 10% 0.09%
-7% +17% -7% +50%

166
CHECK
EMAIL
VISIT A SOCIAL
NETWORK
USE A SEARCH
ENGINE
LOOK FOR PRODUCT
INFORMATION
JAN
2017
LISTEN
TO MUSIC
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
SMARTPHONE:
COMPUTER:
TABLET:
65% 61% 65% 31% 42%
70% 50% 73% 33% 32%
22% 23% 32% 14% 12%

167
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2017
NEVER WATCH
ONLINE VIDEOS
1 7 31 ? X
28% 35% 14% 4% 19%

168
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2017
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
89% 19% 25% 34% 44%

169
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2017
MILLION MILLION
6.60 67% 5.90 60%

170
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK EACH DAY
JAN
2017
1
MILLION
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
6.60 89% 74% 51% 49%

171
JAN
2017
MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOCIAL NETWORK
78%
74%
48%
46%
28%
26%
24%
23%
22%
19%
18%
12%
YOUTUBE
FACEBOOK
FB MESSENGER
INSTAGRAM
TWITTER
SKYPE
GOOGLE+
SNAPCHAT
LINKEDIN
WHATSAPP
PINTEREST
TWITCH.TV

172
AGE TOTAL FEMALE MALE
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
PROFILE OF FACEBOOK USERSBREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2017
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
6,600,000 51% 49%
370,000 5% 6%
1,180,000 17% 19%
1,470,000 21% 24%
1,180,000 18% 18%
1,030,000 16% 15%
690,000 11% 9%
690,000 11% 9%
184
569
696
601
538
379 379
194
612
765
581
490
306 306

173
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
NUMBER OF MOBILE
CONNECTIONS
(SUBSCRIPTIONS)
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2017
MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS / SUBSCRIPTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
MILLION MILLION
SOURCES: UNIQUE MOBILE USERS: EXTRAPOLATION OF DATA FROM GSMA INTELLIGENCE, EMARKETER, AND ERICSSON; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2016.
8.21 83% 14.43 146% 1.76

Digital in 2017: Northern Europe

Digital in 2017: Northern Europe

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