Digital 2021 Global Overview Report (January 2021)

JAN FACEBOOK MESSENGER REACH RANKINGS
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES

# COUNTRY / TERRITORY REACH % 13+ # COUNTRY / TERRITORY REACH % 13+

01 INDIA 140,000,000 13.0% 11 COLOMBIA 22,000,000 53.2%
02 BRAZIL 77,000,000 43.9% 12 TURKEY 21,000,000 31.2%
03 MEXICO 66,000,000 65.5% 13 ITALY 20,000,000 37.2%
04 VIETNAM 53,000,000 68.1% 14= GERMANY 17,000,000 23.1%
05 PHILIPPINES 45,000,000 55.0% 14= IRAQ 17,000,000 62.5%
06 THAILAND 37,000,000 61.6% 14= MYANMAR 17,000,000 39.8%
07 EGYPT 33,000,000 45.8% 14= POLAND 17,000,000 51.8%
08 INDONESIA 31,000,000 14.5% 18 ARGENTINA 16,000,000 44.7%
09 U.K. 30,000,000 52.1% 19= ALGERIA 14,000,000 43.7%
10 BANGLADESH 25,000,000 19.6% 19= MALAYSIA 14,000,000 54.0%

151 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.

152 NEW ZEALAND 69.4% JAN
VIETNAM 68.1% 2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU DENMARK 66.1%
(ACCESSED JAN 2021). ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. MEXICO 65.5% ELIGIBLE AUDIENCE REACH RATE: FACEBOOK MESSENGER
U.A.E. 62.5%
SWEDEN 61.8% THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON FACEBOOK MESSENGER COMPARED TO THE POPULATION AGED 13+
THAILAND 61.6%
TAIWAN 56.6%
BELGIUM 56.5%
56.3%
PORTUGAL 55.0%
PHILIPPINES 54.0%
53.2%
MALAYSIA 52.3%
COLOMBIA 52.1%
ROMANIA 51.8%
51.5%
U.K. 48.6%
POLAND 45.8%
IRELAND 45.7%
44.7%
ISRAEL 43.9%
EGYPT 40.5%
SINGAPORE 37.2%
ARGENTINA 34.3%
BRAZIL 33.5%
HONG KONG 32.0%
ITALY 31.2%
NETHERLANDS 30.5%
SAUDI ARABIA 27.9%
MOROCCO 26.8%
TURKEY 23.1%
SWITZERLAND 17.3%
AUSTRIA 14.5%
SPAIN 13.3%
GERMANY 13.0%
WORLDWIDE 12.5%
INDONESIA 6.4%
SOUTH KOREA 5.0%
INDIA 4.0%
SOUTH AFRICA 3.2%
JAPAN 3.1%
KENYA 2.4%
GHANA 2.3%
RUSSIA 2.0%
NIGERIA 1.9%
U.S.A.
FRANCE
AUSTRALIA
CANADA

LINKEDIN

JAN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
2021
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN

POTENTIAL AUDIENCE* LINKEDIN’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF
THAT LINKEDIN REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL
ADVERTS ON LINKEDIN POPULATION AGED 18+ IN LINKEDIN’S THAT LINKEDIN THAT LINKEDIN
ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

727.6 13% +0.1% 43.1% 56.9%
MILLION +810 THOUSAND

154 SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART ARE NOT
COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES
HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.

JAN PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE
2021
SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

34.3%

25.8%

10.8% 10.3%
8.4% 7.2%

1.1% 2.1%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

18 – 24 25 – 34 35 – 54 55+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD

155 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
*ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
 COMPARABILITY ADVISORY: BASE CHANGES.

JAN LINKEDIN REACH RANKINGS
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES

# COUNTRY / TERRITORY REACH ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ

01 U.S.A. 170,000,000 0% 11 SPAIN 14,000,000 +7.7%
02 INDIA 71,000,000 +1.4% 12= AUSTRALIA 12,000,000 0%
03 CHINA 50,000,000 -16.7% 12= GERMANY 12,000,000
04 BRAZIL 45,000,000 14 TURKEY +9.1%
05 U.K. 30,000,000 0% 15 PHILIPPINES 9,800,000 +3.2%
06 FRANCE 21,000,000 +3.4% 16 NETHERLANDS 9,600,000 +4.3%
07 CANADA 18,000,000 17 COLOMBIA 9,100,000 +2.2%
08 INDONESIA 17,000,000 0% 18 ARGENTINA 9,000,000 +1.1%
09 MEXICO 16,000,000 0% 19 SOUTH AFRICA 8,400,000 +2.4%
10 ITALY 15,000,000 0% 20 RUSSIA* 8,300,000 +2.5%
+6.7% 7,000,000
+7.1% 0%

156 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MONTHLY ACTIVE USERS. ACCESS TO LINKEDIN IS BLOCKED FOR MANY USERS IN RUSSIA, SO
THE REACH FIGURE SHOWN HERE MAY NOT ACCURATELY REFLECT THE CURRENT ADDRESSABLE AUDIENCE IN THE RUSSIAN FEDERATION.  COMPARABILITY ADVISORY: BASE CHANGES.

157 U.S.A. 65.8% JAN
NETHERLANDS 65.6% 2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU 61.5%
(ACCESSED JAN 2021). ADVISORY: “MEMBERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. IRELAND 60.7% ELIGIBLE AUDIENCE REACH RATE: LINKEDIN
AUSTRALIA 60.0%
SINGAPORE 59.1% THE NUMBER OF MEMBERS THAT ADVERTISERS CAN REACH ON LINKEDIN COMPARED TO THE POPULATION AGED 18+
NEW ZEALAND 58.5%
58.3%
CANADA 58.0%
U.A.E. 55.8%
49.9%
DENMARK 44.9%
U.K. 44.3%
40.9%
SWEDEN 40.8%
SWITZERLAND 36.2%
34.4%
BELGIUM 32.3%
PORTUGAL 29.5%
28.1%
FRANCE 26.1%
SPAIN 24.8%
24.1%
HONG KONG 21.5%
ISRAEL 21.0%
ITALY 20.0%
BRAZIL 19.2%
17.9%
ARGENTINA 17.2%
MALAYSIA 16.2%
COLOMBIA 13.5%
AUSTRIA 13.3%
13.2%
SOUTH AFRICA 12.4%
SAUDI ARABIA 11.8%
9.0%
ROMANIA 8.9%
MEXICO 8.4%
8.4%
GERMANY 7.5%
TURKEY 6.7%
6.1%
PHILIPPINES 5.7%
WORLDWIDE 5.5%
5.2%
POLAND 4.4%
TAIWAN 2.6%
MOROCCO
GHANA
INDONESIA

EGYPT
KENYA
INDIA
SOUTH KOREA
RUSSIA
THAILAND
NIGERIA
VIETNAM
CHINA
JAPAN

JAN ELIGIBLE AUDIENCE REACH RATE RANKING: LINKEDIN
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCE COMPARED TO POPULATION AGED 18+

# COUNTRY % 18+ REACH ▲QOQ # COUNTRY % 18+ REACH ▲QOQ

01 AMERICAN SAMOA 103.0%* 38,000 0% 11 ARUBA 60.6% 51,000 -1.9%
02 BERMUDA +2.0% 12 MALTA 60.0% 220,000 0%
03 ICELAND 100.6%* 50,000 13 SINGAPORE 60.0% 3,000,000
04 CAYMAN IS. 0% 14 NEW ZEALAND 59.1% 2,200,000 +3.4%
05 ANDORRA 91.2% 240,000 +2.3% 15 CANADA 58.5% 18,000,000 0%
06 U.S. VIRGIN IS. 16 U.A.E. 58.3% 4,800,000 0%
07 U.S.A. 84.3% 44,000 0% 17 DENMARK 58.0% 2,700,000
08 NETHERLANDS +3.5% 18 LUXEMBOURG 56.6% 290,000 +2.1%
09 IRELAND 80.3% 52,000 19 U.K. 55.8% 30,000,000 0%
10 AUSTRALIA 0% 20 CURAÇAO 55.4%
73.5% 59,000 +2.2% 71,000 +3.6%
+3.4%
65.8% 170,000,000 0%
0% 0%
65.6% 9,100,000

61.5% 2,300,000

60.7% 12,000,000

158 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
(ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MONTHLY ACTIVE USERS. “% 18+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.

SNAPCHAT

JAN SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
2021
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT

POTENTIAL AUDIENCE* SNAPCHAT’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF
THAT SNAP REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
COMPARED TO THE TOTAL THAT SNAPCHAT THAT SNAPCHAT
CAN BE REACHED WITH POPULATION AGED 13+ IN SNAPCHAT’S REPORTS IS FEMALE* REPORTS IS MALE*
ADVERTS ON SNAPCHAT ADVERTISING REACH

498.2 8.2% +15% 57.4% 40.9%
MILLION
+65 MILLION

160 SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 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.

JAN PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE
2021
SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

12.6% 12.1%
11.8%

9.2% 9.3% 9.5% 8.9%

8.0% 8.1%

4.9%

2.7%
1.3%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

13 – 17 18 – 20 21 – 24 25 – 34 35 – 49 50+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

161 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%.
*ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.

JAN QUARTERLY CHANGE IN SNAPCHAT ADVERTISING REACH
2021
QUARTER-ON-QUARTER CHANGE IN SNAPCHAT’S ADVERTISING REACH BY AGE GROUP AND GENDER*

+33.3%

+22.5% +23.3%
+10.7%
+19.8% +19.8% +17.0% +20.9%
+8.9% +11.4% +11.4% +14.8%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

13 – 17 18 – 20 21 – 24 25 – 34 35 – 49 50+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

162 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR
‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL ACTIVE USERS.
 COMPARABILITY ADVISORY: BASE CHANGES.

JAN SNAPCHAT REACH RANKINGS
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES

# COUNTRY / TERRITORY REACH ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ

01 U.S.A. 108,000,000 +6.0% 11= PAKISTAN 11,100,000 +35.4%
02 INDIA 74,350,000 +49.3% 11= TURKEY 11,100,000 +14.4%
03 FRANCE 24,500,000 +10.6% 13 EGYPT 10,700,000 +20.2%
04 U.K. 21,100,000 +10.2% 14 CANADA 10,400,000 +10.6%
05 SAUDI ARABIA 19,600,000 +9.5% 15 RUSSIA 8,600,000 +5.5%
06 MEXICO 17,950,000 +14.3% 16 AUSTRALIA 7,550,000 +11.0%
07 GERMANY 15,350,000 +12.9% 17 INDONESIA 7,250,000 -16.2%
08 PHILIPPINES 12,750,000 +18.6% 18 NIGERIA 6,650,000 +27.9%
09 BRAZIL 11,950,000 +6.7% 19 COLOMBIA 6,050,000 +14.2%
10 IRAQ 11,250,000 +17.2% 20 NETHERLANDS 5,800,000 +11.5%

163 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT
LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.

164 SAUDI ARABIA 71.4% JAN
DENMARK 2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU IRELAND 51.0%
(ACCESSED JAN 2021). ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. SWEDEN 47.8% ELIGIBLE AUDIENCE REACH RATE: SNAPCHAT
FRANCE 47.8%
44.2% THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON SNAPCHAT COMPARED TO THE POPULATION AGED 13+
NETHERLANDS 39.0%
U.S.A. 38.6%
U.K. 36.6%
36.0%
NEW ZEALAND 35.4%
AUSTRALIA 32.8%
BELGIUM 31.8%
CANADA 31.3%
U.A.E. 25.8%
23.5%
SWITZERLAND 22.2%
ISRAEL 20.8%
17.9%
AUSTRIA 17.8%
GERMANY 16.5%
MOROCCO 15.6%
15.2%
MEXICO 14.9%
TURKEY 14.9%
PHILIPPINES 14.6%
SINGAPORE 14.1%
POLAND 12.1%
10.7%
EGYPT 10.0%
COLOMBIA 8.2%
ROMANIA 7.9%
PORTUGAL 7.7%
SOUTH AFRICA 7.7%
7.0%
SPAIN 6.9%
WORLDWIDE 6.8%
HONG KONG 6.5%
5.2%
MALAYSIA 3.5%
ARGENTINA 3.4%
1.4%
RUSSIA 0.6%
INDIA
BRAZIL
ITALY

NIGERIA
KENYA

INDONESIA
JAPAN

THAILAND

JAN ELIGIBLE AUDIENCE REACH RATE RANKING: SNAPCHAT
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ

01 SAUDI ARABIA 71.4% 19,600,000 +9.5% 11 NETHERLANDS 39.0% 5,800,000 +11.5%
02 NORWAY 71.2% 3,300,000 +6.5% 12 U.S.A. 38.6% 108,000,000 +6.0%
03 LUXEMBOURG 64.7% 13 JORDAN 37.4% +12.2%
04 KUWAIT 57.1% 352,500 0% 14 U.K. 36.6% 2,750,000 +10.2%
05 DENMARK 51.0% 2,000,000 +14.3% 15 NEW ZEALAND 36.0% 21,100,000 +7.4%
06 IRELAND 47.8% 2,550,000 +8.5% 16 AUSTRALIA 35.4% 1,450,000 +11.0%
07 SWEDEN 47.8% 1,950,000 +11.4% 17 OMAN 34.0% 7,550,000 +12.0%
08 FRANCE 44.2% 4,100,000 +9.3% 18 BELGIUM 32.8% 1,400,000 +10.2%
09 IRAQ 41.4% 24,500,000 +10.6% 19 PALESTINE 32.1% 3,250,000 +10.6%
10 BAHRAIN 40.4% 11,250,000 +17.2% 20 CANADA 31.8% 1,100,000 +10.6%
+5.4% 10,400,000
585,000

165 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
(ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.

TWITTER

JAN TWITTER: ADVERTISING AUDIENCE OVERVIEW
2021
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER

POTENTIAL AUDIENCE* TWITTER’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF
THAT TWITTER REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL
ADVERTS ON TWITTER POPULATION AGED 13+ IN TWITTER’S THAT TWITTER THAT TWITTER
ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

353.1 5.8% +0.1% 31.5% 68.5%
MILLION +387 THOUSAND

167 SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS,
OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.

JAN PROFILE OF TWITTER’S ADVERTISING AUDIENCE
2021
SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

19.6%
18.7%
15.3%

9.9% 8.8% 7.6%
7.9% 4.4%

5.7%

2.1%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

13 –17 18 – 24 25 – 34 35 – 49 50+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

168 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP.
NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY
NOT CORRELATE WITH ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.

JAN TWITTER REACH RANKINGS
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST TWITTER ADVERTISING AUDIENCES

# COUNTRY / TERRITORY REACH ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ

01 U.S.A. 69,300,000 +0.9% 11 PHILIPPINES 7,850,000 +0.6%
02 JAPAN 50,900,000 -1.9% 12 SPAIN 7,500,000 +0.7%
03 INDIA 17,500,000 -7.4% 13 THAILAND 7,350,000
04 U.K. 16,450,000 -1.2% 14 CANADA 6,450,000 0%
05 BRAZIL 16,200,000 -2.7% 15 GERMANY 5,800,000 +3.2%
06 INDONESIA 14,050,000 +6.4% 16 SOUTH KOREA 5,150,000 +6.4%
07 TURKEY 13,600,000 +1.1% 17 ARGENTINA 5,000,000 -1.0%
08 SAUDI ARABIA 12,450,000 +0.8% 18 EGYPT 3,700,000 -3.8%
09 MEXICO 11,000,000 +3.3% 19= COLOMBIA 3,350,000
10 FRANCE 8,000,000 +1.3% 19= MALAYSIA 3,350,000 0%
-2.9%
+6.3%

169 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
(ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.

170 SAUDI ARABIA 45.3% JAN
JAPAN 45.1% 2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
(ACCESSED JAN 2021). ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF- SINGAPORE 33.4% ELIGIBLE AUDIENCE REACH RATE: TWITTER
SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION. U.K. 28.6%
26.9% THE NUMBER OF USERS THAT ADVERTISERS CAN REACH ON TWITTER COMPARED TO THE POPULATION AGED 13+
IRELAND 24.8%
U.S.A. 21.2%
20.8%
NETHERLANDS 20.2%
U.A.E. 20.2%
19.7%
HONG KONG 18.3%
TURKEY 14.4%
14.0%
CANADA 13.6%
SPAIN 13.4%
12.9%
FRANCE 12.2%
ARGENTINA 12.1%
11.2%
AUSTRALIA 10.9%
SWEDEN 10.4%
10.3%
MALAYSIA 10.0%
THAILAND 9.9%
PORTUGAL 9.6%
SOUTH KOREA 9.2%
8.5%
MEXICO 8.1%
NEW ZEALAND 7.9%
7.6%
BELGIUM 6.6%
DENMARK 6.4%
SWITZERLAND 5.8%
PHILIPPINES 5.2%
5.1%
BRAZIL 5.1%
TAIWAN 4.1%
COLOMBIA 4.0%
GERMANY 3.3%
3.0%
ISRAEL 2.4%
INDONESIA 1.9%
1.7%
AUSTRIA 1.6%
WORLDWIDE 1.6%

ITALY
SOUTH AFRICA

EGYPT
POLAND
ROMANIA
GHANA

KENYA
NIGERIA

RUSSIA
MOROCCO

INDIA
VIETNAM

JAN ELIGIBLE AUDIENCE REACH RATE RANKING: TWITTER
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST TWITTER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ

01 SAUDI ARABIA 45.3% 12,450,000 +0.8% 11 SEYCHELLES 24.5% 19,150 +183.7%
02 JAPAN 45.1% 50,900,000 -1.9% 17,150 -8.5%
03 KUWAIT 35.7% -7.4% 12 ISLE OF MAN 23.4% 12,000 +7.6%
04 SINGAPORE 33.4% 1,250,000 +6.1% 324,000 -2.4%
05 U.K. 28.6% 1,750,000 -1.2% 13 BERMUDA 22.5% 62,000 0%
06 GUERNSEY 28.2% 16,450,000 +22.0% 3,150,000 +1.6%
07 IRELAND 26.9% +0.0% 14 BAHRAIN 22.4% 18,350
08 ARUBA 26.3% 15,550 +88.2% 1,800,000 +119.8%
09 LUXEMBOURG 25.1% 1,095,700 +3.3% 15 ICELAND 21.7% 16,350 +5.9%
10 U.S.A. 24.8% +0.9% 1,350,000
24,000 16 NETHERLANDS 21.2% +63.5%
136,750 -6.9%
69,300,000 17 U.S. VIRGIN IS. 21.0%

18 U.A.E. 20.8%

19 ANTIGUA & BARBUDA 20.5%

20 HONG KONG 20.2%

171 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU
(ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.

JAN MOST POPULAR TWITTER ACCOUNTS
2021
TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS IN JANUARY 2021

# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS

01 BARACK OBAMA @BARACKOBAMA 127,770,000 11 YOUTUBE @YOUTUBE 72,740,000
02 JUSTIN BIEBER @JUSTINBIEBER 113,640,000 12 KIM KARDASHIAN @KIMKARDASHIAN 68,450,000
03 KATY PERRY @KATYPERRY 109,150,000 13 NARENDRA MODI @NARENDRAMODI 64,670,000
04 RIHANNA @RIHANNA 100,350,000 14 JUSTIN TIMBERLAKE @JTIMBERLAKE 64,210,000
05 CRISTIANO RONALDO @CRISTIANO 90,280,000 15 SELENA GOMEZ @SELENAGOMEZ 64,050,000
06 DONALD TRUMP @REALDONALDTRUMP 88,750,000 16 CNN BREAKING NEWS @CNNBRK 60,160,000
07 TAYLOR SWIFT @TAYLORSWIFT13 88,000,000 17 TWITTER @TWITTER 58,850,000
08 LADY GAGA @LADYGAGA 83,200,000 18 BRITNEY SPEARS @BRITNEYSPEARS 55,910,000
09 ARIANA GRANDE @ARIANAGRANDE 80,780,000 19 DEMI LOVATO @DDLOVATO 55,410,000
10 ELLEN DEGENERES @THEELLENSHOW 79,390,000 20 BILL GATES @BILLGATES 53,070,000

172 SOURCE: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED ON TWITTER.COM. VALUES HAVE BEEN ROUNDED TO THE NEAREST 10,000.

JAN MOST FREQUENTLY USED EMOJI ON TWITTER
2021
EMOJI THAT HAVE BEEN USED IN THE GREATEST NUMBER OF TWEETS ON TWITTER

# EMOJI TIMES USED # EMOJI TIMES USED # EMOJI TIMES USED # EMOJI TIMES USED

01 3,128,000,000 11 493,000,000 21 315,000,000 31 239,000,000
02 1,564,000,000 12 472,000,000 22 296,000,000 32 235,000,000
03 1,117,000,000 13 430,000,000 23 287,000,000 33 222,000,000
04 1,110,000,000 14 425,000,000 24 286,000,000 34 215,000,000
05 969,000,000 15 390,000,000 25 277,000,000 35 210,000,000
06 803,000,000 16 369,000,000 26 276,000,000 36 203,000,000
07 708,000,000 17 360,000,000 27 274,000,000 37 185,000,000
08 544,000,000 18 338,000,000 28 269,000,000 38 184,000,000
09 529,000,000 19 327,000,000 29 258,000,000 39 183,000,000
10 525,000,000 20 321,000,000 30 256,000,000 40 178,000,000

173 SOURCE: EMOJITRACKER (ACCESSED JAN 2021). NOTES: FIGURES REPRESENT THE NUMBER OF TWEETS CONTAINING AT LEAST ONE INSTANCE OF EACH EMOJI THAT HAVE BEEN PUBLISHED TO
TWITTER SINCE 04 JULY 2013. TWEETS CONTAINING MULTIPLE INSTANCES OF THE SAME EMOJI ARE ONLY COUNTED ONCE. VALUES HAVE BEEN ROUNDED TO THE NEAREST MILLION.

PINTEREST

JAN PINTEREST: ADVERTISING AUDIENCE OVERVIEW
2021
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST

POTENTIAL AUDIENCE* PINTEREST’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF
THAT PINTEREST REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL THAT PINTEREST THAT PINTEREST
ADVERTS ON PINTEREST POPULATION AGED 13+ IN PINTEREST’S REPORTS IS FEMALE* REPORTS IS MALE*
ADVERTISING REACH

200.8 3.3% +6.2% 77.1% 14.5%
MILLION
+12 MILLION

175 SOURCE: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). FIGURES USE MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’
GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR
MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.

JAN PROFILE OF PINTEREST’S ADVERTISING AUDIENCE
2021
SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

30.4%

13.3% 14.1%

6.2% 2.8% 1.7% 7.5% 8.1% 2.8%
4.2% 1.8% 0.6% 1.7% 1.2% 0.8% 0.3%

1.8% 0.8%

FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A*

18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

176 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: “N/A” CORRESPONDS TO “UNSPECIFIED” GENDER, AS REPORTED BY
PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING
AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.

JAN PINTEREST REACH RANKINGS
2021
COUNTRIES AND TERRITORIES* WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES

# COUNTRY / TERRITORY REACH ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ

01 U.S.A. 100,750,000 +3.6% 11 BELGIUM 2,950,000 +21.6%
02 GERMANY 17,560,000 +14.6% 12 SWITZERLAND 1,762,500 +8.1%
03 FRANCE 12,220,000 +15.8% 13 AUSTRIA 1,743,500 +7.0%
04 U.K. 10,750,000 -10.8% 14 SWEDEN 1,710,000 -1.6%
05 CANADA 10,255,000 +2.5% 15 GREECE 1,667,500 +49.0%
06 ITALY 8,005,000 +20.7% 16 PORTUGAL 1,627,000 +8.0%
07 SPAIN 7,130,000 +15.7% 17 HUNGARY 1,397,500 +33.1%
08 NETHERLANDS 5,340,000 +12.8% 18 ROMANIA 1,309,000 +11.8%
09 AUSTRALIA 4,300,000 -6.6% 19 CZECHIA 1,183,000 +16.3%
10 POLAND 3,390,000 +19.2% 20 DENMARK 1,104,000 -2.4%

177 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.

OTHER SOCIAL PLATFORMS

JAN WHATSAPP OVERVIEW
2021
ESSENTIAL HEADLINES FOR WHATSAPP USE AROUND THE WORLD

MONTHLY ACTIVE ACTIVE WHATSAPP USERS TOTAL NUMBER OF FEMALE USERS AS A MALE USERS AS A
WHATSAPP USERS* COMPARED TO THE TOTAL WORLDWIDE USERS OF PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 13+* WHATSAPP BUSINESS FEMALE AND MALE USERS* FEMALE AND MALE USERS*

2 33% 50 45.5% 54.5%

BILLION MILLION

179 SOURCES: FACEBOOK (LATEST AVAILABLE DATA IN JAN 2021); GENDER DATA FROM GLOBALWEBINDEX (Q3 2020). *NOTES: WHATSAPP RESTRICTS USE TO PEOPLE AGED 13 AND ABOVE, AND
TO PEOPLE AGED 16 AND ABOVE IN THE EU. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

JAN WECHAT OVERVIEW
2021
ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD

COMBINED MONTHLY ACTIVE WECHAT QUARTER-ON-QUARTER FEMALE USERS AS MALE USERS AS
ACTIVE WECHAT AND WEIXIN USERS INCREASE IN GLOBAL A PERCENTAGE A PERCENTAGE
COMPARED TO THE TOTAL MONTHLY ACTIVE USERS OF TOTAL FEMALE
AND WEIXIN USERS* POPULATION AGED 13+ OF WECHAT OR WEIXIN OF TOTAL FEMALE AND MALE USERS*
AROUND THE WORLD AND MALE USERS*

1.21 19.9% +0.6% 45.4% 54.6%
+7 MILLION
BILLION

180 SOURCES: TENCENT Q3 2020 EARNINGS ANNOUNCEMENT (NOV 2020); GENDER DATA FROM GWI (Q3 2020). *NOTE: FIGURES REPRESENT USE OF EITHER WECHAT OR WEIXIN (THE VERSION
OF WECHAT AVAILABLE IN MAINLAND CHINA). GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

JAN TIKTOK OVERVIEW
2021
ESSENTIAL HEADLINES FOR TIKTOK USE AROUND THE WORLD

MONTHLY ACTIVE ACTIVE TIKTOK USERS NUMBER OF NEW TIKTOK FEMALE USERS AS A MALE USERS AS A
TIKTOK USERS* COMPARED TO THE TOTAL APP INSTALLS AROUND THE PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
POPULATION AGED 13+ WORLD IN DECEMBER 2020 FEMALE AND MALE USERS* FEMALE AND MALE USERS*
AROUND THE WORLD

689 11.3% 56 49.0% 51.0%

MILLION MILLION

181 SOURCES: TIKTOK LEGAL DOCUMENTS (AUG 2020); APP INSTALL DATA FROM SENSORTOWER (JAN 2021); GENDER SHARE DATA FROM GLOBALWEBINDEX (Q3 2020). *NOTES: DOES NOT
INCLUDE DOUYIN. GENDER DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

JAN SINA WEIBO OVERVIEW
2021
ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD

NUMBER OF MONTHLY ACTIVE YEAR-ON-YEAR INCREASE FEMALE USERS AS MALE USERS AS
WORLDWIDE SINA WEIBO USERS IN THE NUMBER OF A PERCENTAGE A PERCENTAGE
MONTHLY ACTIVE COMPARED TO THE TOTAL MONTHLY ACTIVE OF TOTAL FEMALE
SINA WEIBO USERS POPULATION AGED 14+ SINA WEIBO USERS OF TOTAL FEMALE AND MALE USERS*
AND MALE USERS*

511 8.6% +2.8% 46.6% 53.4%
+14 MILLION
MILLION

182 SOURCES: WEIBO CORPORATION Q3 2020 EARNINGS ANNOUNCEMENT (DEC 2020); GENDER DATA FROM GWI (Q3 2020). *NOTE: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND
‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY
ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

JAN REDDIT OVERVIEW
2021
ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD

MONTHLY ACTIVE MONTHLY REDDIT USERS NUMBER OF FEMALE USERS AS A MALE USERS AS A
REDDIT USERS* COMPARED TO THE TOTAL WORLDWIDE DAILY PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
POPULATION AGED 13+ ACTIVE REDDIT USERS FEMALE AND MALE USERS* FEMALE AND MALE USERS*
AROUND THE WORLD

430 7.0% 52 40.3% 59.7%

MILLION MILLION

183 SOURCES: REDDIT (ACCESSED JAN 2021); GENDER SHARE DATA FROM GWI (Q3 2020). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64.
PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART
ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

JAN TELEGRAM OVERVIEW
2021
ESSENTIAL HEADLINES FOR TELEGRAM USE AROUND THE WORLD

MONTHLY ACTIVE ACTIVE TELEGRAM USERS YEAR-ON-YEAR GROWTH FEMALE USERS AS A MALE USERS AS A
TELEGRAM USERS* COMPARED TO THE TOTAL IN GLOBAL MONTHLY PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 16+* ACTIVE TELEGRAM USERS* FEMALE AND MALE USERS* FEMALE AND MALE USERS*

500 8.7% +25% 41.4% 58.6%
+100 MILLION
MILLION

184 SOURCES: TELEGRAM (JAN 2021); GENDER SHARE DATA FROM GWI (Q3 2020). *NOTES: TELEGRAM’S TERMS OF SERVICE LIMIT USE TO PEOPLE AGED 16 AND ABOVE. GENDER DATA ARE
ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

JAN QUORA OVERVIEW
2021
ESSENTIAL HEADLINES FOR QUORA USE AROUND THE WORLD

MONTHLY ACTIVE MONTHLY QUORA USERS AVERAGE DURATION FEMALE USERS AS A MALE USERS AS A
QUORA USERS* COMPARED TO THE TOTAL OF EACH VISIT TO PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL
AROUND THE WORLD POPULATION AGED 13+ QUORA’S WEBSITE FEMALE AND MALE USERS* FEMALE AND MALE USERS*

300 4.9% 9 40.8% 59.2%

MILLION MINUTES

185 SOURCES: QUORA (ACCESSED JAN 2021); VISIT DURATION FROM SEMRUSH (JAN 2021); GENDER SHARE DATA FROM GWI (Q3 2020). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR
‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.

GLOBAL MOBILE USE

JAN MOBILE USERS vs. MOBILE CONNECTIONS
2021
A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS

NUMBER OF UNIQUE UNIQUE MOBILE NUMBER OF MOBILE MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY USERS AS A PERCENTAGE CONNECTIONS AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) OF TOTAL POPULATION (EXCLUDING IOT) TOTAL POPULATION UNIQUE MOBILE USER

5.22 66.6% 8.02 102.4% 1.54
BILLION BILLION

187 SOURCE: GSMA INTELLIGENCE (JAN 2021). NOTE: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURE QUOTED
HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA IN OUR PREVIOUS
REPORTS.

JAN PERSPECTIVES: MOBILE USERS vs. CONNECTIONS
2021
COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS

GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA

TOTAL NUMBER TOTAL NUMBER TOTAL NUMBER TOTAL NUMBER
OF MOBILE USERS OF MOBILE OF MOBILE USERS OF MOBILE
(UNIQUE INDIVIDUALS) (UNIQUE INDIVIDUALS)
CONNECTIONS CONNECTIONS

5.22 8.02 6.01 8.08

BILLION BILLION BILLION BILLION

188 SOURCES: GSMA INTELLIGENCE (JAN 2021); ERICSSON MOBILITY REPORT (NOV 2020); ERICSSON MOBILITY CALCULATOR (ACCESSED JAN 2021). NOTE: CONNECTIONS FIGURES DO NOT
INCLUDE CELLULAR IOT CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA IN OUR PREVIOUS REPORTS.

JAN SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE
2021
PERCENTAGE OF GLOBAL MOBILE CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE

SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS
ASSOCIATED WITH ASSOCIATED WITH ASSOCIATED WITH ROUTERS,
SMARTPHONES FEATURE PHONES
TABLETS, AND MOBILE PCS

76.3% 20.1% 3.6%

189 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021). *NOTE: EXCLUDES MOBILE IOT CONNECTIONS. FIGURES REPRESENT LATEST REPORTED VALUES FOR 2020.

JAN UNIQUE MOBILE USERS OVER TIME
2021
GLOBAL NUMBER OF UNIQUE MOBILE SUBSCRIBERS* (IN MILLIONS), WITH RESPECTIVE YEAR-ON-YEAR CHANGE

4.53 4.70 4.86 5.00 5.13 5.22

Q4 2015 +3.8% Q4 2016 +3.4% Q4 2017 +2.8% Q4 2018 +2.6% Q4 2019 +1.8% Q4 2020

190 SOURCE: GSMA INTELLIGENCE (JAN 2021).  COMPARABILITY ADVISORY: BASE CHANGES. HISTORICAL FIGURES MAY NOT MATCH NUMBERS PUBLISHED IN PREVIOUS REPORTS.

JAN GLOBAL MOBILE CONNECTIONS OVER TIME
2021
NUMBER OF GLOBAL MOBILE CONNECTIONS* (IN MILLIONS), WITH RESPECTIVE YEAR-ON-YEAR CHANGE

7.19 7.44 7.69 7.74 7.95 8.02

Q4 2015 +3.4% Q4 2016 +3.4% Q4 2017 +0.6% Q4 2018 +2.7% Q4 2019 +0.9% Q4 2020

191 SOURCE: GSMA INTELLIGENCE (JAN 2021).  COMPARABILITY ADVISORY: BASE CHANGES. HISTORICAL FIGURES MAY NOT MATCH NUMBERS PUBLISHED IN PREVIOUS REPORTS.

JAN MOBILE CONNECTIONS vs. TOTAL POPULATION
2021
THE NUMBER OF MOBILE CONNECTIONS IN EACH REGION COMPARED TO TOTAL POPULATION

NORTHERN NORTHERN EASTERN
AMERICA EUROPE EUROPE

106% 113% 146%

97% 118%WESTERN 125% 98% CENTRAL
EUROPE ASIA
CENTRAL SOUTHERN
AMERICA CARIBBEAN 100%NORTHERN EUROPE 98% 85% 115% EASTERN
AFRICA ASIA
77% MIDDLE WESTERN SOUTHERN
96% AFRICA ASIA ASIA 132% SOUTH-EASTERN
103% ASIA
WESTERN 55% 106%
SOUTHERN AFRICA OCEANIA
AMERICA
62% EASTERN
AFRICA

163%

SOUTHERN
AFRICA

192 SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021).
 COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.

193 HONG KONG 183.4% JAN
U.A.E. 171.6% 2021
SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (BOTH ACCESSED JAN 2021). 168.5%
 COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. SOUTH AFRICA 159.3% MOBILE CONNECTIONS vs. TOTAL POPULATION
JAPAN 157.9%
156.7% THE NUMBER OF MOBILE CONNECTIONS IN EACH COUNTRY OR TERRITORY COMPARED TO TOTAL POPULATION
VIETNAM 155.1%
RUSSIA 151.4%
145.5%
PORTUGAL 145.0%
DENMARK 141.6%
SINGAPORE 139.5%
138.2%
AUSTRIA 135.6%
SWEDEN 135.6%
POLAND 134.7%
PHILIPPINES 132.8%
NEW ZEALAND 129.7%
ROMANIA 128.6%
GERMANY 126.6%
GHANA 125.6%
THAILAND 122.8%
121.6%
ITALY 120.7%
AUSTRALIA 120.0%
INDONESIA 119.1%
MALAYSIA 118.3%
ARGENTINA 117.1%
116.9%
TAIWAN 116.2%
SWITZERLAND 112.7%
111.8%
COLOMBIA 108.9%
SOUTH KOREA 106.6%
102.8%
MOROCCO 102.4%
ISRAEL 99.4%
SPAIN 99.2%
98.0%
SAUDI ARABIA 96.3%
CHINA 94.6%
KENYA 93.1%
U.S.A. 92.7%
90.8%
FRANCE 90.0%
WORLDWIDE 89.1%
79.0%
U.K.
NETHERLANDS

CANADA
BRAZIL

IRELAND
BELGIUM

EGYPT
TURKEY
NIGERIA
MEXICO

INDIA

JAN MOBILE CONNECTION RATE RANKINGS
2021
RANKINGS BASED ON THE NUMBER OF MOBILE CONNECTIONS* COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)

HIGHEST LEVELS OF MOBILE CONNECTIVITY LOWEST LEVELS OF MOBILE CONNECTIVITY

# HIGHEST CONNECTIVITY vs. POP CONNECTIONS # LOWEST CONNECTIVITY vs. POP CONNECTIONS

01 MACAU 270.1% 1,765,999 212 MARSHALL IS. 12.0% 7,114
02 U.S. VIRGIN IS. 198.2% 206,796 211 NORTH KOREA 18.4% 4,764,932
03 ANTIGUA & BARBUDA 196.7% 193,387 210 ERITREA 21.5%
04 HONG KONG 183.4% 209 FED. STATES OF MICRONESIA 22.4% 767,517
05 FINLAND 178.3% 13,798,962 208 SOUTH SUDAN 23.1% 25,862
06 SEYCHELLES 176.9% 9,888,302 207 CENTRAL AFRICAN REP. 30.7% 2,607,558
07 SURINAME 174.5% 206 MADAGASCAR 34.2% 1,497,951
08 COSTA RICA 174.4% 174,436 205 PAPUA NEW GUINEA 34.4% 9,601,572
09 U.A.E. 171.6% 1,027,972 204 ETHIOPIA 38.5% 3,109,033
10 MONTENEGRO 171.5% 8,925,679 203 MALAWI 42.7% 44,861,834
17,058,563 8,268,645
1,077,391

194 SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. DATA ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.

JAN MOBILE CONNECTION GROWTH RANKINGS
2021
GREATEST CHANGES IN THE NUMBER OF MOBILE CONNECTIONS*

GREATEST PERCENTAGE CHANGE IN MOBILE CONNECTIVITY GREATEST ABSOLUTE CHANGE IN MOBILE CONNECTIVITY

# COUNTRY / TERRITORY ▲% ▲ CONNECTIONS # COUNTRY / TERRITORY ▲ CONNECTIONS ▲%

01 SOUTH SUDAN +17.3% +384,558 01 INDIA +22,816,431 +2.1%
02 BURUNDI +14.4% +938,296 02 NIGERIA +17,106,382 +10.0%
03 SIERRA LEONE +13.9% +982,967 03 CHINA +7,952,779 +0.5%
04 ZIMBABWE +11.8% +1,558,843 04 PAKISTAN +6,929,240 +4.2%
05 KENYA +11.1% +5,921,383 05 JAPAN +6,129,347
06 CAMEROON +11.0% +2,639,097 06 KENYA +5,921,383 +3.1%
07 NIGERIA +10.0% +17,106,382 07 U.S.A. +5,177,623 +11.1%
08 GUINEA +9.9% +1,278,931 08 INDONESIA +3,988,840 +1.5%
09 TOGO +9.5% +593,542 09 IRAN +1.2%
10 BHUTAN +9.2% +64,408 10 GHANA +3,147,611 +2.5%
+3,107,862 +8.1%

195 SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021). *NOTE: ONLY INCLUDES COUNTRIES AND
TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES. DATA ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.

196 AUSTRALIA 90.51 JAN
SINGAPORE 89.27 2021
SOURCE: GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX (ACCESSED JAN 2021). NOTES: THE MOBILE CONNECTIVITY INDEX MEASURES COUNTRIES’ PERFORMANCE AGAINST KEY NEW ZEALAND 87.63
ENABLERS OF MOBILE INTERNET ADOPTION. COUNTRIES ARE SCORED WITHIN A RANGE OF 0 TO 100 ACROSS A NUMBER OF INDICATORS, WITH A HIGHER SCORE REPRESENTING STRONGER SWITZERLAND 87.12 GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX
PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY. VISIT MOBILECONNECTIVITYINDEX.COM FOR MORE DETAILS. 85.87
U.K. 85.41 GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY OR TERRITORY
IRELAND 85.39
DENMARK 85.03
NETHERLANDS 84.99
84.34
U.S.A. 84.21
SWEDEN 83.43
AUSTRIA 83.40
HONG KONG 83.27
83.06
JAPAN 82.56
CANADA 80.77
GERMANY 80.71
BELGIUM 80.26
SOUTH KOREA 78.23
FRANCE 76.55
76.15
SPAIN 76.09
U.A.E. 76.01
PORTUGAL 75.21
ITALY 74.90
POLAND 72.58
CHINA 72.45
ISRAEL 70.90
RUSSIA 69.17
SAUDI ARABIA 67.56
ROMANIA 67.16
THAILAND 67.13
MALAYSIA 64.60
MEXICO 63.74
ARGENTINA 63.52
TURKEY 62.90
VIETNAM 62.79
COLOMBIA 60.14
BRAZIL 59.89
INDONESIA 56.60
PHILIPPINES 55.71
SOUTH AFRICA 52.01
MOROCCO 49.62
INDIA 49.12
EGYPT
GHANA
KENYA
NIGERIA

JAN MOBILE CONNECTIONS BY TYPE
2021
OVERVIEW OF MOBILE CONNECTIONS WITH SHARE BY PAYMENT TYPE AND CONNECTION BANDWIDTH

NUMBER OF MOBILE MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE
CONNECTIONS AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
(EXCLUDING IOT) TOTAL POPULATION
THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G – 5G)

8.02 102.4% 71.9% 28.1% 81.7%

BILLION

197 SOURCE: GSMA INTELLIGENCE (JAN 2021). NOTE: PERCENTAGES vs. POPULATION MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS
FIGURE QUOTED HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA
IN OUR PREVIOUS REPORTS.

JAN MOBILE BROADBAND CONNECTIVITY OVER TIME
2021
3G, 4G, AND 5G CONNECTIONS AS A SHARE OF TOTAL MOBILE CONNECTIONS, WITH YEAR-ON-YEAR RELATIVE CHANGE

71% 76% 82%
61%
47% 51%

Q4 2015 +8.5% Q4 2016 +19.6% Q4 2017 +16.4% Q4 2018 +7.0% Q4 2019 +7.9% Q4 2020

198 SOURCE: GSMA INTELLIGENCE (JAN 2020, JAN 2021).

199 SOURCE: GSMA INTELLIGENCE (JAN 2021). PERCENTAGES REPRESENT THE SHARE OF TOTAL MOBILE CONNECTIONS THAT ARE 3G AND ABOVE. AUSTRALIA 100.0% JAN
TAIWAN 100.0% 2021
100.0%
HONG KONG 99.7% BROADBAND CONNECTIONS vs. ALL CONNECTIONS
JAPAN 99.6%
99.6% 3G, 4G, AND 5G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
SWITZERLAND 99.4%
SOUTH KOREA 99.2%
98.7%
CANADA 97.8%
SINGAPORE 97.7%
97.5%
THAILAND 96.8%
U.S.A. 96.8%
96.5%
AUSTRIA 96.1%
DENMARK 95.7%
NEW ZEALAND 94.9%
94.6%
U.K. 94.0%
ISRAEL 93.9%
SWEDEN 93.8%
BRAZIL 93.8%
INDONESIA 93.0%
FRANCE 92.9%
CHINA 92.5%
SAUDI ARABIA 91.0%
MALAYSIA 90.0%
PORTUGAL 89.8%
NETHERLANDS 89.8%
PHILIPPINES 89.1%
BELGIUM 88.4%
U.A.E. 86.4%
IRELAND 84.6%
SPAIN 84.3%
GERMANY 83.1%
MEXICO 83.1%
TURKEY 82.8%
POLAND 81.7%
79.8%
ITALY 79.7%
COLOMBIA 78.3%
70.4%
EGYPT 67.9%
RUSSIA 67.9%
ARGENTINA 64.0%
WORLDWIDE 57.7%
ROMANIA
SOUTH AFRICA
GHANA
NIGERIA
MOROCCO

INDIA
VIETNAM

KENYA

JAN MOBILE BROADBAND CONNECTIVITY RANKING
2021
COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST SHARES OF MOBILE BROADBAND CONNECTIONS vs. TOTAL MOBILE CONNECTIONS*

HIGHEST SHARE OF BROADBAND CONNECTIONS vs. ALL CONNECTIONS LOWEST SHARE OF BROADBAND CONNECTIONS vs. ALL CONNECTIONS

# COUNTRY / TERRITORY SHARE CONNECTIONS # COUNTRY / TERRITORY SHARE CONNECTIONS

01= AUSTRALIA 100.0% 32,467,860 211 GREENLAND 5.4% 3,645
01= NORTH KOREA 100.0% 4,764,932 210 COMOROS 6.8% 32,482
01= MACAU 100.0% 1,765,999 209 EQUATORIAL GUINEA 9.7% 74,335
01= TAIWAN 100.0% 28,768,895 208 MARSHALL IS. 12.0%
05 ETHIOPIA 99.98% 44,853,651 207 CUBA 19.0% 854
06 HONG KONG 99.97% 13,794,418 206 YEMEN 19.5% 1,167,159
07 JAPAN 99.65% 200,388,105 205 PALESTINE 22.8% 3,556,555
08 SWITZERLAND 99.59% 10,375,104 204 GRENADA 26.5% 990,008
09 SOUTH KOREA 99.58% 60,416,810 203 CHAD 30.6%
10 CANADA 99.40% 36,911,549 202 FED. STATES OF MICRONESIA 31.1% 34,864
2,477,598

8,042

200 SOURCE: GSMA INTELLIGENCE (JAN 2021).