Digital 2021 Global Overview Report (January 2021)

201 SOURCE: GSMA INTELLIGENCE (JAN 2021). HONG KONG 183.3% JAN
JAPAN 158.7% 2021
U.A.E. 156.2%
147.5% BROADBAND CONNECTIONS vs. TOTAL POPULATION
DENMARK 145.5%
PORTUGAL 144.3% 3G, 4G, AND 5G MOBILE CONNECTIONS* AS A PERCENTAGE OF TOTAL POPULATION
SINGAPORE 141.6%
136.1%
AUSTRIA 134.2%
SWEDEN 131.3%
SOUTH AFRICA 130.2%
NEW ZEALAND 128.4%
128.0%
RUSSIA 126.6%
PHILIPPINES 120.9%
120.7%
THAILAND 120.6%
AUSTRALIA 119.5%
GERMANY 119.2%
117.8%
TAIWAN 115.2%
POLAND 112.9%
SWITZERLAND 108.8%
INDONESIA 108.2%
SOUTH KOREA 105.9%
MALAYSIA 105.1%
104.3%
ISRAEL 104.2%
ITALY 104.0%
101.1%
ROMANIA 100.6%
SAUDI ARABIA 100.3%
97.4%
CHINA 97.3%
SPAIN 96.2%
U.S.A. 92.2%
GHANA 92.2%
VIETNAM 86.1%
ARGENTINA 85.1%
COLOMBIA 83.7%
CANADA 80.3%
FRANCE 79.5%
79.3%
U.K. 77.0%
NETHERLANDS 63.4%
62.8%
BRAZIL 53.6%
BELGIUM
IRELAND
WORLDWIDE

TURKEY
MOROCCO

MEXICO
EGYPT

NIGERIA
KENYA
INDIA

202 SOURCE: GSMA INTELLIGENCE (JAN 2021). GHANA 98.3% JAN
KENYA 97.9% 2021
INDONESIA 97.0%
PHILIPPINES 96.7% PRE-PAID CONNECTIONS vs. ALL CONNECTIONS
NIGERIA 95.5%
MOROCCO 89.4% MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE (“PAY-AS-YOU-GO”) AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS*
VIETNAM 89.0%
MEXICO 88.9%
87.2%
ITALY 85.7%
EGYPT 82.6%
INDIA 81.5%
SOUTH AFRICA 79.7%
U.A.E. 77.8%
COLOMBIA 73.5%
CHINA 72.1%
THAILAND 71.9%
WORLDWIDE 69.3%
RUSSIA 68.0%
MALAYSIA 61.7%
SAUDI ARABIA 57.5%
ARGENTINA 56.5%
BRAZIL 53.8%
NEW ZEALAND 46.2%
PORTUGAL 43.7%
ROMANIA 42.0%
HONG KONG 41.7%
IRELAND 40.2%
GERMANY 39.2%
TURKEY 33.0%
SINGAPORE 31.5%
AUSTRALIA 30.8%
POLAND 28.2%
AUSTRIA 25.6%
24.7%
U.K. 22.5%
SWITZERLAND 20.0%
19.2%
CANADA 17.1%
U.S.A. 16.9%
14.8%
SWEDEN 13.9%
BELGIUM 13.9%
12.9%
SPAIN 6.4%
DENMARK 5.1%
1.1%
ISRAEL
TAIWAN
NETHERLANDS
FRANCE
SOUTH KOREA

JAPAN

JAN EVOLUTION OF MOBILE DATA CONSUMPTION
2021
AVERAGE GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES* PER MONTH

54.79
50.03
45.16

9.4GBMONTHLY MOBILE DATA USED BY THE 39.56
36.49
AVERAGE SMARTPHONE WORLDWIDE:
32.66
29.02
26.54

21.78
18.37
15.94
13.60
3.58 4.11 4.68 5.22 5.71 6.36 7.09 8.67 9.68 10.63 11.69

2015 2015 2015 2015 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 2018 2019 2019 2019 2019 2020 2020 2020
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

203 SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JAN 2021). *NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC IN EXABYTES
(BILLIONS OF GIGABYTES) PER MONTH. VALUE SHOWN IN THE AVERAGE MOBILE DATA PER SMARTPHONE INSET REPRESENTS THE LATEST PUBLISHED FIGURE FOR 2020.

JAN MONTHLY MOBILE DATA USE PER SMARTPHONE
2021
AVERAGE MONTHLY MOBILE DATA TRAFFIC PER SMARTPHONE CONNECTION, BY REGION

NORTH LATIN WESTERN CENTRAL AND
AMERICA AMERICA EUROPE EASTERN EUROPE

10.8 4.8 9.4 5.4

GIGABYTES GIGABYTES GIGABYTES GIGABYTES

MIDDLE EAST INDIA, NEPAL NORTHEAST SOUTHEAST ASIA
AND AFRICA AND BHUTAN ASIA AND OCEANIA

3.6 12.6 9.6 6.6

GIGABYTES GIGABYTES GIGABYTES GIGABYTES

204 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021), BASED ON 2020 FIGURES FOR MOBILE DATA TRAFFIC PER DEVICE PER MONTH.

JAN CONNECTED DEVICES AND THE ‘INTERNET OF THINGS’
2021
THE TOTAL NUMBER OF CONNECTED DEVICES AROUND THE WORLD BY TYPE, AND EACH TYPE’S SHARE OF TOTAL CONNECTED DEVICES

FIXED MOBILE PHONES PCS, LAPTOPS SHORT-RANGE WIDE-AREA
PHONES (ANY TYPE) AND TABLETS IOT DEVICES* IOT DEVICES*

1.36 7.67 1.58 10.75 1.89
BILLION
BILLION BILLION BILLION BILLION
SHARE OF TOTAL:
SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL: SHARE OF TOTAL:
46.2%
5.8% 33.0% 6.8% 8.1%

205 SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED JAN 2021), BASED ON PUBLISHED VALUES FOR 2020. *NOTE: TYPICAL SHORT-RANGE IOT DEVICES HAVE A RANGE OF UP TO 100 METRES,
AND ARE POWERED BY TECHNOLOGIES SUCH AS WIFI AND BLUETOOTH. WIDE-AREA IOT DEVICES USE TECHNOLOGIES SUCH AS CELLULAR CONNECTIVITY TO OFFER MUCH WIDER RANGES.
ADVISORY: ERICSSON AND GSMA INTELLIGENCE REPORT DIFFERENT FIGURES FOR THE NUMBER OF CELLULAR CONNECTIONS, SO DATA PUBLISHED BY EACH COMPANY MAY NOT CORRELATE.

JAN SHARE OF WEB TRAFFIC BY MOBILE OS
2021
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS

SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC
ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM
ANDROID DEVICES APPLE IOS DEVICES KAI OS DEVICES OTHER OS DEVICES
SAMSUNG OS DEVICES*

72.5% 26.9% 0.1% 0.2% 0.3%

DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:

-2.2% +8.6% -62.9% +27.8% -55.4%

206 SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR DECEMBER
2020. ANNUAL CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). *NOTES: FIGURES FOR SAMSUNG OS REFER ONLY
TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.

JAN MOBILE TIME BY ACTIVITY
2021
TOTAL TIME THAT MOBILE USERS SPEND USING MOBILE DEVICES EACH DAY, WITH COMPARISON OF TIME SPENT USING APPS AND WEB BROWSERS

AVERAGE TIME YEAR-ON-YEAR INCREASE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE
SPENT USING MOBILE IN DAILY TIME SPENT TIME SPENT USING TIME SPENT USING
A WEB BROWSER*
DEVICES EACH DAY USING MOBILE DEVICES MOBILE APPLICATIONS*

4H 10M +20% 92% 8%

207 SOURCE: APP ANNIE (JAN 2021). *NOTES: DATA REFLECT ACTIVITY ON ANDROID PHONE DEVICES ONLY. PERCENTAGE SHARE FIGURES ONLY FACTOR TIME SPENT USING MOBILE APPS AND
WEB BROWSERS.

JAN USE OF MOBILE APPS BY CATEGORY
2021
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH

CHAT APPS SOCIAL ENTERTAINMENT MUSIC GAME
(MESSENGERS) NETWORKING APPS AND VIDEO APPS APPS APPS

90.7% 88.4% 67.2% 52.9% 52.0%

SHOPPING MAP BANKING AND HEALTH, FITNESS, DATING AND
APPS APPS FINANCIAL SERVICES APPS AND NUTRITION APPS FRIENDSHIP APPS*

69.4% 61.8% 38.7% 29.4% 11.4%

208 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE.

JAN SHARE OF TIME SPENT IN MOBILE APPS BY CATEGORY
2021
AVERAGE TIME SPENT USING MOBILE DEVICES EACH DAY WORLDWIDE, WITH SHARE OF TIME SPENT IN TOP MOBILE APP CATEGORIES

AVERAGE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME SHARE OF MOBILE TIME
SPENT USING MOBILE SPENT IN SOCIAL & SPENT IN VIDEO & SPENT PLAYING GAMES SPENT USING OTHER
KINDS OF APPS
DEVICES EACH DAY COMMUNICATIONS APPS ENTERTAINMENT APPS (ANY GAME KIND)

4H 10M 44% 26% 9% 21%

209 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: FIGURES ARE BASED ON USE OF ANDROID PHONE DEVICES ONLY.

JAN SHARE OF GLOBAL MOBILE DATA BY CATEGORY
2021
SHARE OF TOTAL GLOBAL MOBILE DATA VOLUME* BY CATEGORY OF APPLICATION

AVERAGE MONTHLY MOBILE DATA SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA:
VOLUME PER SMARTPHONE* VIDEO APPS SOCIAL NETWORKING SOFTWARE UPDATES

9.4 66.2% 10.1% 3.9%

GIGABYTES SHARE OF MOBILE DATA: SHARE OF MOBILE DATA: SHARE OF MOBILE DATA:
AUDIO APPS FILE SHARING OTHER KINDS OF APP
SHARE OF MOBILE DATA:
WEB BROWSING

3.2% 1.7% 0.7% 14.3%

210 SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021). *NOTES: DATA VOLUME REFERS SOLELY TO MOBILE DATA NETWORKS, AND DOES NOT INCLUDE DATA TRANSMITTED OVER
WIFI. VALUES ARE BASED ON THE LATEST REPORTED VALUES FOR 2020.

211 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. PHILIPPINES 69.8% JAN
SOUTH AFRICA 68.1% 2021
66.8%
ARGENTINA 65.0% USE OF VIDEO CALLING SERVICES ON MOBILE
COLOMBIA 64.5%
62.0% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON A MOBILE DEVICE IN THE PAST MONTH
NIGERIA 61.7%
KENYA 61.6%
61.5%
MEXICO 60.8%
BRAZIL 59.1%
56.8%
PORTUGAL 56.5%
TURKEY 56.2%
IRELAND 53.6%
SPAIN 52.1%
52.0%
INDONESIA 51.9%
VIETNAM 51.1%
51.0%
SAUDI ARABIA 51.0%
INDIA 50.7%
50.3%
NEW ZEALAND 50.0%
U.A.E. 49.9%
49.8%
ROMANIA 49.0%
ITALY 47.6%
47.0%
SWITZERLAND 46.1%
U.K. 46.1%
46.1%
MALAYSIA 45.2%
THAILAND 44.0%
43.6%
GHANA 43.0%
SINGAPORE 42.6%
41.7%
U.S.A. 41.7%
ISRAEL 37.4%
WORLDWIDE 36.0%
AUSTRALIA 35.6%
CANADA 32.9%
SWEDEN 32.8%
NETHERLANDS 29.8%
BELGIUM 26.3%
DENMARK 18.5%
EGYPT
AUSTRIA
FRANCE
POLAND
CHINA
HONG KONG
RUSSIA
GERMANY
TAIWAN
MOROCCO
SOUTH KOREA
JAPAN

212 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. COLOMBIA 61.9% JAN
MEXICO 61.5% 2021
BRAZIL 60.5%
54.7% USE OF IMAGE RECOGNITION TOOLS ON MOBILE
ARGENTINA 51.4%
THAILAND 47.3% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
46.2%
INDONESIA 44.5%
PORTUGAL 44.4%
KENYA 43.5%
VIETNAM 40.3%
NIGERIA 39.5%
PHILIPPINES 37.0%
TAIWAN 36.4%
ISRAEL 35.5%
INDIA 34.9%
34.0%
SOUTH AFRICA 33.8%
SPAIN 33.7%
ITALY 32.9%
31.7%
MALAYSIA 29.9%
ROMANIA 29.7%
WORLDWIDE 28.9%
SAUDI ARABIA 28.9%
28.5%
TURKEY 27.0%
CHINA 26.0%
POLAND 24.8%
24.3%
U.A.E. 22.4%
EGYPT 22.4%
HONG KONG 22.3%
GHANA 21.9%
IRELAND 21.7%
NEW ZEALAND 20.2%
CANADA 20.0%
DENMARK 19.9%
U.S.A. 19.3%
RUSSIA 14.6%
SINGAPORE 14.2%
AUSTRALIA 12.1%
SOUTH KOREA 10.4%
9.6%
U.K. 9.2%
SWEDEN 8.8%
MOROCCO 8.5%
SWITZERLAND
NETHERLANDS
BELGIUM

JAPAN
AUSTRIA
FRANCE
GERMANY

JAN USE OF IMAGE RECOGNITION TOOLS ON MOBILE
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH

39.6% 36.2% 32.6% 31.8%
35.0% 33.4%

29.2% 28.7%

21.9% 22.6%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

213 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

214 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. SINGAPORE 79.0% JAN
MALAYSIA 76.9% 2021
TAIWAN 70.9%
68.1% USE OF QR CODES
HONG KONG 60.4%
THAILAND 54.2% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED OR SCANNED A QR CODE ON A MOBILE DEVICE IN THE PAST MONTH
53.2%
SWITZERLAND 51.3%
SPAIN 50.6%
JAPAN 50.2%
49.7%
ARGENTINA 49.6%
BRAZIL 49.1%
48.5%
SWEDEN 48.1%
NETHERLANDS 47.7%
46.8%
PORTUGAL 46.6%
BELGIUM 45.6%
ITALY 45.5%
AUSTRIA 45.2%
45.2%
PHILIPPINES 45.2%
NEW ZEALAND 45.0%
43.9%
VIETNAM 43.7%
MEXICO 42.0%
COLOMBIA 41.2%
41.0%
INDIA 40.8%
KENYA 40.7%
SOUTH KOREA 40.5%
TURKEY 37.8%
NIGERIA 37.5%
INDONESIA 36.9%
SOUTH AFRICA 35.9%
GERMANY 34.5%
ISRAEL 34.0%
WORLDWIDE 32.7%
RUSSIA 32.7%
POLAND 32.6%
31.9%
U.A.E. 31.0%
ROMANIA 29.4%
SAUDI ARABIA 25.8%
17.9%
CHINA 12.7%
DENMARK

FRANCE
IRELAND

U.S.A.
U.K.

AUSTRALIA
EGYPT

CANADA
GHANA
MOROCCO

JAN USE OF QR CODES
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED OR SCANNED A QR CODE IN THE PAST MONTH

42.4% 43.4% 39.7% 41.2% 41.8% 41.3%
39.0% 37.3%
38.4%
34.8%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

215 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

JAN APPS: GLOBAL TRENDS (APP ANNIE)
2021
GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN US$) FOR FULL-YEAR 2020, ACCORDING TO APP ANNIE

NUMBER OF MOBILE ANNUAL GROWTH IN TOTAL VALUE OF ANNUAL GROWTH IN THE AVERAGE CONSUMER
APP DOWNLOADS THE NUMBER OF MOBILE GLOBAL CONSUMER VALUE OF CONSUMER SPEND ON APPS
(GLOBAL, ALL PLATFORMS) SPEND ON MOBILE APPS SPEND ON MOBILE APPS
APP DOWNLOADS PER SMARTPHONE*

218 +7% $143 +20% $23.62

BILLION BILLION

216 SOURCES: APP ANNIE (JAN 2021); ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021); KEPIOS ANALYSIS. SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. *NOTES: DOWNLOAD FIGURES
FACTOR DOWNLOADS FROM THE IOS AND GOOGLE PLAY STORES, AND THIRD-PARTY ANDROID APP STORES IN CHINA. “CONSUMER SPEND” ONLY INCLUDES SPEND THROUGH APP STORES,
AND DOES NOT INCLUDE REVENUES FROM M-COMMERCE OR MOBILE ADVERTISING. CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.

JAN APPS: GLOBAL TRENDS (SENSORTOWER)
2021
GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN US$) FOR FULL-YEAR 2020, ACCORDING TO SENSORTOWER

NUMBER OF MOBILE ANNUAL GROWTH IN TOTAL VALUE OF ANNUAL GROWTH IN THE AVERAGE CONSUMER
APP DOWNLOADS THE NUMBER OF MOBILE GLOBAL CONSUMER VALUE OF CONSUMER SPEND ON APPS
(GLOBAL, ALL PLATFORMS) SPEND ON MOBILE APPS SPEND ON MOBILE APPS
APP DOWNLOADS PER SMARTPHONE*

142.9 +23.7% $110.9 +30.2% $18.32
BILLION BILLION

217 SOURCE: SENSORTOWER (JAN 2021); ERICSSON MOBILITY VISUALIZER (ACCESSED JAN 2021); KEPIOS ANALYSIS.
*NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.

JAN MOBILE APPS: GLOBAL CATEGORY RANKINGS
2021
RANKINGS OF MOBILE APP CATEGORIES BY GLOBAL DOWNLOADS AND GLOBAL CONSUMER SPEND (FULL-YEAR 2020)

GOOGLE PLAY: 2020 DOWNLOADS GOOGLE PLAY: 2020 SPEND IOS: 2020 DOWNLOADS IOS: 2020 SPEND

# APP CATEGORY # APP CATEGORY # APP CATEGORY # APP CATEGORY

01 GAMES 01 GAMES 01 GAMES 01 GAMES
02 TOOLS 02 SOCIAL 02 PHOTO AND VIDEO 02 ENTERTAINMENT
03 ENTERTAINMENT 03 ENTERTAINMENT 03 ENTERTAINMENT 03 PHOTO AND VIDEO
04 SOCIAL NETWORKING 04 PRODUCTIVITY 04 UTILITIES 04 SOCIAL NETWORKING
05 VIDEO PLAYERS & EDITORS 05 LIFESTYLE 05 SHOPPING 05 MUSIC
06 COMMUNICATION 06 HEALTH & FITNESS 06 SOCIAL NETWORKING 06 LIFESTYLE
07 PHOTOGRAPHY 07 MUSIC & AUDIO 07 LIFESTYLE 07 BOOKS
08 FINANCE 08 COMMUNICATION 08 EDUCATION 08 EDUCATION
09 SHOPPING 09 EDUCATION 09 PRODUCTIVITY 09 HEALTH & FITNESS
10 MUSIC & AUDIO 10 DATING 10 FINANCE 10 PRODUCTIVITY

218 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON WORLDWIDE DOWNLOADS AND CONSUMER SPEND, EXCEPT FOR CHINA,
WHERE DATA IS FOR THE IOS STORE ONLY.

JAN MOBILE APP RANKINGS: ACTIVE USERS
2021
GLOBAL (EX. CHINA) RANKINGS OF TOP MOBILE APPS AND GAMES BY MONTHLY ACTIVE USERS IN 2020

RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS

# APP NAME COMPANY # GAME NAME COMPANY

01 FACEBOOK FACEBOOK 01 PUBG MOBILE TENCENT
02 WHATSAPP FACEBOOK 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 FACEBOOK MESSENGER FACEBOOK 03 LUDO KING
04 INSTAGRAM FACEBOOK 04 AMONG US! GAMETION
05 AMAZON 05 FREE FIRE INNER SLOTH
06 TWITTER AMAZON 06 ROBLOX
07 NETFLIX TWITTER 07 CALL OF DUTY: MOBILE SEA
08 TIKTOK NETFLIX 08 SUBWAY SURFERS ROBLOX
09 SPOTIFY 09 MINECRAFT POCKET EDITION ACTIVISION BLIZZARD
10 SNAPCHAT BYTEDANCE 10 POKÉMON GO
SPOTIFY KILOO
SNAP MOJANG
NIANTIC

219 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON ACTIVE INSTALLS ACROSS IPHONE AND ANDROID PHONE DEVICES,
EXCLUDING CHINA.

JAN MOBILE APP RANKINGS: DOWNLOADS
2021
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF DOWNLOADS IN 2020

RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS

# APP NAME COMPANY # GAME NAME COMPANY

01 TIKTOK (INC. DOUYIN) BYTEDANCE 01 FREE FIRE SEA
02 FACEBOOK FACEBOOK
03 WHATSAPP FACEBOOK 02 AMONG US! INNER SLOTH
04 ZOOM CLOUD MEETINGS
05 INSTAGRAM ZOOM 03 SUBWAY SURFERS KILOO
06 FACEBOOK MESSENGER FACEBOOK
07 GOOGLE MEET FACEBOOK 04 PUBG MOBILE TENCENT
08 SNAPCHAT
09 TELEGRAM GOOGLE 05 GARDENSCAPES – NEW ACRES PLAYRIX
10 NETFLIX SNAP
06 HUNTER ASSASSIN RUBY GAME
TELEGRAM
NETFLIX 07 BRAIN OUT EYEWIND

08 MY TALKING TOM FRIENDS JINKE CULTURE – OUTFIT 7

09 TILES HOP: EDM RUSH AMANOTES

10 LUDO KING GAMETION

220 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. 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.

JAN MOBILE APP RANKINGS: CONSUMER SPEND
2021
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND IN 2020

RANKING OF MOBILE APPS BY CONSUMER SPEND RANKING OF MOBILE GAMES BY CONSUMER SPEND

# APP NAME COMPANY # GAME NAME COMPANY

01 TINDER MATCH GROUP 01 HONOUR OF KINGS TENCENT
02 TIKTOK (INC. DOUYIN) BYTEDANCE 02 POKÉMON GO NIANTIC
03 YOUTUBE GOOGLE 03 ROBLOX ROBLOX
04 DISNEY+ DISNEY 04 MONSTER STRIKE
05 TENCENT VIDEO TENCENT 05 COIN MASTER MIXI
06 NETFLIX NETFLIX 06 GAME FOR PEACE MOON ACTIVE
07 GOOGLE ONE GOOGLE 07 PUBG MOBILE
08 IQIYI BAIDU 08 FATE / GRAND ORDER TENCENT
09 BIGO LIVE BIGO 09 CANDY CRUSH SAGA TENCENT
10 PANDORA MUSIC 10 GARDENSCAPES – NEW ACRES
SIRIUS XM RADIO SONY
ACTIVISION BLIZZARD

PLAYRIX

221 SOURCE: APP ANNIE (JAN 2021). NOTE: RANKINGS BASED ON COMBINED CONSUMER SPEND ACROSS THE IOS AND GOOGLE PLAY STORES, EXCEPT FOR CHINA, WHICH ONLY INCLUDES
DATA FOR CONSUMER SPEND VIA THE IOS STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND THROUGH APP STORES, AND DOES NOT INCLUDE MOBILE COMMERCE REVENUES, OR
REVENUES FROM MOBILE ADVERTISING.

WE ARE SOCIAL’S PERSPECTIVE: APPS & MOBILE IN 2021

SHIFTS IN HOW WE’RE USING OUR PHONES

THROUGH THE LENS MOBILE MEDICINE MINDFUL DEVICES

As more apps get more sophisticated machine Health and wellness have long been a thriving Recent years have seen people take a more discerning
learning models built in – think Google Lens category in the app space, with emerging approach to mobile use. People don’t want to be cut
or Snapchat Scan – we’re seeing the purpose markets being especially reliant on small-
of smartphone cameras evolve away from off from their phones, but they do want a healthier
screen services for access to certain services. relationship with them – especially given the emergence
simply capturing the world, and towards But in the wake of the pandemic, this desire
better understanding it. The ability for apps to from a screen-centric year in lockdown. As a result,
recognise buildings and products, for example, for accessible, convenient, contact-free there’s a rising desire for mobile services and providers
gives platforms the ability to serve the user more healthcare has heightened the appeal for to support users in creating healthier habits – it’s why
relevant information and services. It’s a shift that mobile healthcare. With the NHS seeking to Apple’s Screen Time function has become so popular.
partner with mobile health app Babylon, we Moving forwards, people will expect apps and devices
the return of the QR code is a part of, too. are at a turning point in the mHealth space. to take an even more proactive approach to user health.

In 2021, brands will tap into this shift to In 2021, brands will be expected to help In 2021, brands will be expected
help audiences better understand, search people look after their health with increasing to help people create healthier

and engage the world around them. effectiveness from behind their screens. habits with their devices.

GLOBAL ECOMMERCE USE

JAN FINANCIAL INCLUSION FACTORS
2021
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS AN ACCOUNT WITH HAS A HAS A MOBILE MAKES ONLINE PURCHASES
A FINANCIAL INSTITUTION CREDIT CARD MONEY ACCOUNT* AND / OR PAYS BILLS ONLINE

68.5% 18.4% 4.4% 29.0%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN
WITH A CREDIT CARD WITH A CREDIT CARD MAKING ONLINE TRANSACTIONS MAKING ONLINE TRANSACTIONS

17.0% 19.9% 27.7% 30.3%

224 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JAN 2021). *NOTES: PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL
POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND
TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY.

JAN ECOMMERCE ACTIVITY OVERVIEW
2021
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH

SEARCHED ONLINE FOR VISITED AN ONLINE USED A SHOPPING PURCHASED A PURCHASED A
A PRODUCT OR SERVICE RETAIL SITE OR STORE APP ON A MOBILE PRODUCT ONLINE PRODUCT ONLINE
PHONE OR ON A TABLET VIA A MOBILE PHONE
TO BUY (ANY DEVICE) (ANY DEVICE) (ANY DEVICE)

81.5% 90.4% 69.4% 76.8% 55.4%

225 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

226 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. INDONESIA 87.1% JAN
U.K. 85.5% 2021
83.6%
THAILAND 82.9% ECOMMERCE ADOPTION
MALAYSIA 82.5%
81.6% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
POLAND 81.3%
GERMANY 80.9%
80.9%
AUSTRIA 80.2%
TAIWAN 79.7%
79.7%
U.S.A. 79.7%
PHILIPPINES 79.3%
78.7%
ITALY 78.4%
SINGAPORE 77.4%
SOUTH KOREA 77.4%
76.8%
SPAIN 76.7%
VIETNAM 76.4%
IRELAND 76.2%
76.0%
CHINA 75.0%
SAUDI ARABIA 74.9%
WORLDWIDE 74.8%
74.5%
INDIA 74.4%
MEXICO 74.0%
NETHERLANDS 73.7%
73.7%
BRAZIL 73.6%
TURKEY 72.7%
AUSTRALIA 72.7%
BELGIUM 72.5%
SWITZERLAND 70.9%
FRANCE 70.0%
HONG KONG 69.1%
JAPAN 67.2%
SWEDEN 67.1%
CANADA 60.0%
DENMARK 57.7%
ROMANIA 56.6%
ARGENTINA
NEW ZEALAND
ISRAEL
PORTUGAL

U.A.E.
COLOMBIA

RUSSIA
SOUTH AFRICA

EGYPT

JAN ECOMMERCE ADOPTION BY AGE AND GENDER
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH

77.7% 79.9% 76.6% 79.9% 77.9% 79.5% 75.6% 71.9%
72.6% 74.6%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

227 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

228 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. INDONESIA 79.1% JAN
THAILAND 74.2% 2021
69.6%
PHILIPPINES 68.4% MOBILE ECOMMERCE ADOPTION
MALAYSIA 65.1%
64.3% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
SAUDI ARABIA 63.8%
CHINA 61.4%
59.9%
TAIWAN 57.3%
VIETNAM 56.9%
SOUTH KOREA 55.4%
54.8%
INDIA 54.0%
SINGAPORE 52.2%
WORLDWIDE 51.1%
50.8%
TURKEY 48.7%
MEXICO 46.7%
HONG KONG 46.5%
45.9%
U.A.E. 45.1%
BRAZIL 45.0%
U.S.A. 42.9%
42.3%
ITALY 41.7%
U.K. 41.5%
40.1%
IRELAND 39.3%
ARGENTINA 38.9%
COLOMBIA 38.9%
38.9%
POLAND 37.7%
SPAIN 37.5%
36.4%
ROMANIA 36.1%
ISRAEL 35.5%
EGYPT 35.5%
34.3%
NETHERLANDS 34.3%
NEW ZEALAND 32.5%
SOUTH AFRICA 32.1%
31.2%
SWEDEN
GERMANY

AUSTRIA
AUSTRALIA
PORTUGAL

CANADA
SWITZERLAND

DENMARK
FRANCE
RUSSIA
JAPAN
BELGIUM

JAN MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH

63.0% 61.8% 60.5%
55.8% 58.1% 55.4%

51.0%
46.9%

38.0% 35.8%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

229 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

230 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. POLAND 62.6% JAN
AUSTRIA 57.5% 2021
GERMANY 56.1%
55.5% MAKING ECOMMERCE PURCHASES VIA A COMPUTER
JAPAN 54.9%
SPAIN 53.5% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH
52.4%
U.K. 52.3%
SWITZERLAND 51.5%
51.5%
FRANCE 50.2%
BELGIUM 50.1%
TAIWAN 49.2%
AUSTRALIA 48.3%
48.1%
U.S.A. 48.0%
CANADA 47.7%
IRELAND 47.5%
SWEDEN 47.1%
47.1%
ISRAEL 46.6%
ITALY 45.2%
45.1%
NEW ZEALAND 44.7%
ARGENTINA 44.7%
DENMARK 41.7%
PORTUGAL 41.7%
ROMANIA 41.0%
40.9%
NETHERLANDS 40.3%
BRAZIL 39.8%
39.0%
SINGAPORE 34.2%
COLOMBIA 33.6%
HONG KONG 33.3%
29.7%
MEXICO 29.0%
SOUTH KOREA 28.1%
26.9%
RUSSIA 25.1%
MALAYSIA 23.1%
22.1%
TURKEY 20.5%
WORLDWIDE
SOUTH AFRICA

VIETNAM
U.A.E.

PHILIPPINES
INDIA

INDONESIA
THAILAND

SAUDI ARABIA
EGYPT
CHINA

JAN MAKING ECOMMERCE PURCHASES VIA A COMPUTER
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH

47.4% 47.7%

40.9% 41.2%

29.3% 33.0% 36.8%
26.1% 30.0% 32.7%

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

16 – 24 25 – 34 35 – 44 45 – 54 55 – 64
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

231 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

JAN GLOBAL ECOMMERCE SPEND BY CATEGORY
2021
THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2020, IN U.S. DOLLARS

! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL FIGURES MEAN VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

TRAVEL, MOBILITY, & FASHION ELECTRONICS & FOOD &
ACCOMMODATION* & BEAUTY PHYSICAL MEDIA PERSONAL CARE

$593.6 $665.6 $501.8 $413.8
BILLION BILLION BILLION BILLION
FURNITURE & TOYS, DIY DIGITAL VIDEO
APPLIANCES & HOBBIES MUSIC GAMES

$330.9 $525.6 $21.73 $135.8
BILLION BILLION BILLION BILLION

232 SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR ONLINE CONSUMER
SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.
 COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.

JAN GLOBAL ECOMMERCE GROWTH BY CATEGORY
2021
YEAR-ON-YEAR GROWTH IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES AROUND THE WORLD IN 2020, IN U.S. DOLLARS

! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL FIGURES MEAN VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

TRAVEL, MOBILITY, & FASHION ELECTRONICS & FOOD &
ACCOMMODATION* & BEAUTY PHYSICAL MEDIA PERSONAL CARE

-51% +27% +18% +41%

FURNITURE & TOYS, DIY DIGITAL VIDEO
APPLIANCES & HOBBIES MUSIC GAMES

+20% +25% +26% +23%

233 SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-YEAR
ONLINE CONSUMER SPEND IN 2020 AND 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO
GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.

JAN MARKET OVERVIEW: CONSUMER GOODS ECOMMERCE
2021
SIZE AND GROWTH OF THE GLOBAL CONSUMER GOODS* ECOMMERCE MARKET (IN U.S. DOLLARS)

NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL GROWTH IN THE TOTAL AVERAGE ANNUAL SPEND
PURCHASING CONSUMER CONSUMER GOODS VALUE OF THE CONSUMER ON CONSUMER GOODS
GOODS VIA THE INTERNET* ECOMMERCE MARKET ECOMMERCE PURCHASES
GOODS ECOMMERCE MARKET

3.47 $2.44 +25.7% $703
TRILLION
BILLION

234 SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020 AND 2019, EXCLUDING B2B
SPEND. SEE STATISTA.COM FOR DETAILS. NOTES: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.

235 SOUTH KOREA $2,012 JAN
SWITZERLAND $1,863 2021
SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020, EXCLUDING B2B SPEND. SEE $1,697
STATISTA.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE U.K. $1,686 ECOMMERCE ARPU: CONSUMER GOODS
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS. U.S.A. $1,518
SWEDEN $1,492 AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020, IN U.S. DOLLARS
AUSTRALIA $1,404
GERMANY $1,356
NETHERLANDS $1,312
DENMARK $1,244
HONG KONG $1,206
CHINA $1,192
ISRAEL $1,177
FRANCE $1,147
CANADA $1,128
AUSTRIA $1,102
NEW ZEALAND $1,078
JAPAN $1,011
IRELAND $858
U.A.E. $835
BELGIUM $785
SINGAPORE $758
SPAIN $703
WORLDWIDE $675
PORTUGAL $619
ITALY $602
POLAND $376
RUSSIA $371
MEXICO $341
MALAYSIA $304
TURKEY $283
ROMANIA $247
SAUDI ARABIA $245
COLOMBIA $223
ARGENTINA $219
INDONESIA $216
THAILAND $202
BRAZIL $185
SOUTH AFRICA $132
VIETNAM $91
PHILIPPINES $84
MOROCCO $84
INDIA $79
EGYPT $77
NIGERIA $70
KENYA $68
GHANA

JAN ECOMMERCE ARPU vs. GDP PER CAPITA
2021
AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020 vs. GDP PER CAPITA (CURRENT US$)*

11.8%

6.3%
6.1%
5.3%
4.9%
4.0%
4.0%
3.9%
3.8%
3.8%
3.7%
3.4%
3.3%
3.2%
3.1%
3.1%
3.0%
3.0%
2.9%
2.9%
2.9%
2.8%
2.7%
2.7%
2.7%
2.6%
2.6%
2.6%
2.6%
2.6%
2.6%
2.6%
2.6%
2.5%
2.3%
2.3%
2.3%
2.2%
2.2%
2.2%
2.0%
1.9%
1.8%
1.3%
1.2%
1.1%

CHINA
SOUTH KOREA

WORLDWIDE
INDONESIA

VIETNAM
U.K.

INDIA
KENYA
POLAND
COLOMBIA
MEXICO
NIGERIA
TURKEY
RUSSIA
GHANA
SOUTH AFRICA
GERMANY
MALAYSIA
SWEDEN
FRANCE
PORTUGAL
THAILAND
ISRAEL
AUSTRALIA
JAPAN
MOROCCO
NEW ZEALAND
EGYPT
PHILIPPINES
NETHERLANDS
U.S.A.
SPAIN
HONG KONG
CANADA
BRAZIL
SWITZERLAND
ARGENTINA
AUSTRIA
ROMANIA
DENMARK

U.A.E.
ITALY
BELGIUM
IRELAND
SINGAPORE
SAUDI ARABIA

236 SOURCES: STATISTA DIGITAL MARKET OUTLOOK (JAN 2021). SEE STATISTA.COM FOR MORE DETAILS. GDP DATA FROM THE WORLD BANK (JAN 2021) *NOTES: ARPU VALUES REPRESENT ONLINE
B2C SPEND ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR
STREAMING SERVICES. GDP COMPARISONS USE CURRENT UNITED STATES DOLLARS VALUES, NOT THE ‘INTERNATIONAL DOLLARS’ USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.

JAN ECOMMERCE: MONTHLY TRAFFIC INDEX
2021
INDEXED COMPARISON OF MONTHLY ECOMMERCE TRAFFIC IN 2020, BASED ON BENCHMARK VALUES FOR JANUARY 2020

127 119

100 95 99 109 111 104 97 89 95 102

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

237 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE: INDEX OF TIME PER SESSION
2021
INDEXED COMPARISON OF THE AVERAGE SESSION DURATION FOR ECOMMERCE PROPERTIES, BASED ON BENCHMARK VALUES FOR JANUARY 2020

109 106 109 117
94 99 101
100 105
91
92 84

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

238 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE: CONVERSION RATE INDEX
2021
INDEXED COMPARISON OF AVERAGE MONTHLY ECOMMERCE CONVERSION RATES IN 2020, BASED ON BENCHMARK VALUES FOR JANUARY 2020

152 152

132 130 129 130 131 123 125
100 105 108

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

239 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE TRANSACTION INDEX: ALL CATEGORIES
2021
INDEXED COMPARISON OF MONTHLY ECOMMERCE TRANSACTIONS IN 2020, BASED ON BENCHMARK VALUES FOR JANUARY 2020

191
178

100 101 107 141 142 133 126 116 117 127

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

240 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE TRANSACTION INDEX: SUPERMARKETS
2021
INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE SUPERMARKET CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020

226 226 246
228

188 189
169 161 151 173

100 98

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

241 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE TRANSACTION INDEX: FASHION
2021
INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE FASHION CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020

190

170

141 142

100 120 114 110
88 102
92 95

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

242 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE TRANSACTION INDEX: RETAIL TECH
2021
INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE RETAIL TECH CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020

238
218

187 171 167 163

141 149 150 164

115
100

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

243 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE TRANSACTION INDEX: LUXURY ITEMS
2021
INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE LUXURY ITEMS CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020

240

100 87 139 185
121 115 110
97
102 101
74

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

244 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

JAN ECOMMERCE TRANSACTION INDEX: CONSUMER FINANCE
2021
INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE CONSUMER FINANCE* CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020

130 123

100 106 113 114 107 115 114

85 81

60

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

245 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN 01 JAN 2020 TO 31 DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE. *NOTE: INCLUDES BANKING AND INSURANCE.

JAN ECOMMERCE TRANSACTION INDEX: TOURISM
2021
INDEXED COMPARISON OF ONLINE TRANSACTIONS IN THE TOURISM CATEGORY, BASED ON BENCHMARK VALUES FOR JANUARY 2020

112
100

74 81
61 67 67

55
45 45

24
11

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

246 SOURCE: CONTENTSQUARE (JAN 2021). DATA BASED ON 30+ BILLION SESSIONS AND 150+ BILLION PAGE VIEWS AROUND THE WORLD BETWEEN JAN 2020 AND DEC 2020 ACROSS
COMPUTERS, MOBILES, AND TABLET DEVICES. VALUES ABOVE EACH BAR REPRESENT INDICES COMPARED TO THE BENCHMARK VALUE FOR JANUARY 2020, WHICH HAS BEEN NORMALISED TO A
STANDARD VALUE OF 100. VALUES ABOVE 100 REPRESENT AN INCREASE vs. THE BENCHMARK; VALUES BELOW 100 REPRESENT A DECREASE.

247 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. THAILAND 68.1% JAN
SOUTH AFRICA 64.0% 2021
57.7%
POLAND 57.3% USE OF BANKING AND FINANCIAL SERVICES APPS
IRELAND 57.0%
55.8% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY USE MOBILE BANKING OR FINANCIAL SERVICES APPS EACH MONTH
BRAZIL 55.7%
SINGAPORE 55.4%
53.8%
MALAYSIA 53.3%
SWEDEN 52.9%
51.7%
SOUTH KOREA 51.3%
U.K. 51.3%
51.0%
ISRAEL 51.0%
HONG KONG 50.4%
NETHERLANDS 49.4%
49.3%
SPAIN 49.2%
CANADA 48.9%
NEW ZEALAND 48.3%
48.2%
KENYA 48.2%
MEXICO 47.9%
ROMANIA 47.5%
TAIWAN 47.2%
AUSTRALIA 47.0%
RUSSIA 46.7%
ARGENTINA 46.1%
TURKEY 46.0%
NIGERIA 43.3%
AUSTRIA 43.1%
BELGIUM 42.1%
SAUDI ARABIA 41.8%
SWITZERLAND 40.1%
COLOMBIA 39.2%
DENMARK 38.7%
FRANCE 38.6%
37.4%
U.S.A. 37.2%
PHILIPPINES 32.3%
27.7%
ITALY 24.7%
VIETNAM 18.4%
INDONESIA 17.4%
WORLDWIDE 14.2%
GERMANY
PORTUGAL

U.A.E.
INDIA
CHINA
JAPAN
EGYPT
GHANA
MOROCCO

248 SOURCE: THE WORLD BANK (ACCESSED JAN 2021). CANADA 82.6% JAN
ISRAEL 75.0% 2021
JAPAN 68.4%
U.S.A. 65.6% CREDIT CARD PENETRATION
65.5%
SWITZERLAND 65.4% PERCENTAGE OF ADULTS AGED 15+ THAT POSSESS A CREDIT CARD
HONG KONG 65.4%
63.7%
U.K. 60.9%
SOUTH KOREA 59.7%
NEW ZEALAND 53.9%
53.5%
AUSTRALIA 52.5%
SPAIN 50.9%
48.9%
TAIWAN 48.4%
GERMANY 46.6%
45.4%
IRELAND 45.0%
SINGAPORE 44.7%
42.5%
BELGIUM 41.6%
AUSTRIA 40.9%
39.1%
U.A.E. 33.6%
SWEDEN 27.0%
DENMARK 24.0%
21.3%
ITALY 20.8%
TURKEY 20.1%
FRANCE 18.4%
NETHERLANDS 16.5%
PORTUGAL 16.3%
BRAZIL 13.9%
ARGENTINA 11.7%
MALAYSIA 9.8%
CHINA 9.5%
RUSSIA 8.9%
WORLDWIDE 5.8%
POLAND 5.7%
SAUDI ARABIA 4.1%
COLOMBIA 3.3%
ROMANIA 3.0%
THAILAND 2.6%
MEXICO 2.4%
SOUTH AFRICA 1.9%
GHANA 0.2%
KENYA
VIETNAM

EGYPT
INDIA
NIGERIA
INDONESIA
PHILIPPINES
MOROCCO

JAN MARKET OVERVIEW: DIGITAL PAYMENTS
2021
SIZE AND GROWTH OF THE DIGITAL PAYMENTS MARKET (IN U.S. DOLLARS)

NUMBER OF PEOPLE TOTAL ANNUAL VALUE ANNUAL CHANGE IN THE AVERAGE TOTAL ANNUAL VALUE OF
MAKING DIGITALLY ENABLED OF DIGITALLY ENABLED VALUE OF DIGITALLY ENABLED DIGITAL PAYMENT TRANSACTIONS
PAYMENT TRANSACTIONS* CONSUMER PAYMENTS
CONSUMER PAYMENTS PER DIGITAL PAYMENTS USER

3.47 $4.93 +24% $1,421
TRILLION
BILLION

249 SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR FINTECH (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED PAYMENTS” INCLUDE PAYMENTS FOR PRODUCTS AND SERVICES
MADE OVER THE INTERNET, AND MOBILE PAYMENTS AT POINT-OF-SALE (POS) VIA SMARTPHONE APPS.

250 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. HONG KONG 46.7% JAN
THAILAND 45.3% 2021
TAIWAN 42.6%
41.7% USE OF MOBILE PAYMENT SERVICES
SAUDI ARABIA 37.5%
SINGAPORE 36.9% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) IN THE PAST MONTH
INDIA 36.5%
BRAZIL 36.4%
DENMARK 35.5%
POLAND 34.6%
CHINA 33.0%
VIETNAM 31.4%
U.A.E. 30.9%
WORLDWIDE 30.8%
30.7%
SWITZERLAND 29.9%
KENYA 29.7%
29.5%
PHILIPPINES 29.4%
GERMANY 29.2%
SOUTH KOREA 29.2%
MALAYSIA 28.4%
28.3%
AUSTRIA 27.8%
INDONESIA 27.7%
26.7%
RUSSIA 26.4%
U.S.A. 25.1%
SPAIN 25.0%
U.K. 24.6%
24.4%
MEXICO 24.1%
IRELAND 23.3%
AUSTRALIA 22.1%
21.6%
JAPAN 21.4%
SOUTH AFRICA 21.2%
21.1%
PORTUGAL 21.0%
NIGERIA 20.6%
20.4%
ROMANIA 18.3%
NEW ZEALAND 17.0%
14.8%
CANADA 14.8%
NETHERLANDS 11.7%
11.2%
ARGENTINA
SWEDEN
ITALY
EGYPT

COLOMBIA
BELGIUM
ISRAEL
FRANCE
TURKEY

MOROCCO
GHANA