Digital 2021 Global Overview Report (January 2021)

JAN USE OF MOBILE PAYMENT SERVICES
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) IN THE PAST MONTH

31.2% 32.9% 33.5% 34.1% 30.6%
28.6% 30.8% 27.6%

27.6%
22.7%

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

251 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.

252 CHINA 84.8% JAN
MEXICO 83.3% 2021
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. VIETNAM 82.4%
*NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, 78.7% PAYING FOR DIGITAL CONTENT
MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS. INDIA 76.0%
BRAZIL 74.6% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH
NIGERIA 73.4%
ARGENTINA 72.5%
WORLDWIDE 71.6%
U.S.A. 71.5%
KENYA 70.4%
SAUDI ARABIA 70.3%
SWEDEN 70.3%
THAILAND 69.9%
SOUTH AFRICA 68.9%
IRELAND 67.4%
GERMANY 67.4%
PHILIPPINES 67.1%
DENMARK 66.8%
INDONESIA 66.6%
AUSTRALIA 66.0%
64.9%
U.K. 64.9%
AUSTRIA 64.6%
COLOMBIA 63.9%
NEW ZEALAND 63.8%
62.9%
SPAIN 62.7%
CANADA 62.3%
62.2%
U.A.E. 61.9%
GHANA 61.8%
MALAYSIA 61.7%
TURKEY 61.7%
SOUTH KOREA 60.3%
POLAND 59.7%
58.8%
ITALY 57.6%
NETHERLANDS 56.9%
SWITZERLAND 56.4%
HONG KONG 55.6%
48.7%
MOROCCO 46.0%
SINGAPORE 44.4%
44.3%
EGYPT 42.6%
TAIWAN 32.4%
FRANCE
BELGIUM

ISRAEL
ROMANIA

JAPAN
PORTUGAL

RUSSIA

JAN PAYING FOR DIGITAL CONTENT
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH

79.2% 76.5% 79.8% 75.9%
73.8% 71.1%

63.4% 64.3%

49.8% 53.9%

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

253 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.
*NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES,
MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS.

JAN TYPES OF DIGITAL CONTENT PEOPLE PAY FOR
2021
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO HAVE PAID FOR EACH TYPE OF DIGITAL CONTENT IN THE PAST MONTH

MOVIE OR TV STREAMING SERVICE 31.2%

MUSIC STREAMING SERVICE 25.0%

MUSIC DOWNLOAD 20.6%

MOBILE GAME 17.8%
17.8%
MOVIE OR TV DOWNLOAD 17.7%

MOBILE APP

STUDY OR LEARNING MATERIALS 14.9%
13.4%
E-BOOK

IN-APP PURCHASES 11.5%
10.2%
SOFTWARE PACKAGE 10.0%
9.2%
NEWS SERVICE 8.2%
8.1%
PREMIUM WEB SERVICE

SUBSCRIPTION TO AN ONLINE MAGAZINE

DIGITAL GIFTS

DATING SERVICE 5.9%

254 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 MARKET OVERVIEW: RIDE-HAILING
2021
SIZE AND GROWTH OF THE RIDE-HAILING MARKET (IN U.S. DOLLARS)

NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL CHANGE IN THE TOTAL ANNUAL REVENUE PER
USING DIGITALLY ENABLED DIGITALLY ENABLED VALUE OF THE DIGITALLY ENABLED USER OF DIGITALLY ENABLED
RIDE-HAILING SERVICES* RIDE-HAILING MARKET
RIDE-HAILING MARKET RIDE-HAILING SERVICES

610 $69.17 -43.6% $113.26
BILLION
MILLION

255 SOURCE: STATISTA MARKET OUTLOOK FOR ONLINE MOBILITY SERVICES (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA.
SEE STATISTA.COM/OUTLOOK/MOBILITY-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED RIDE-HAILING SERVICES” INCLUDE TRANSPORTATION NETWORK
COMPANIES THAT OFFER RIDES IN PRIVATE VEHICLES (E.G. UBER, DIDI, GRAB), RIDE-POOLING SERVICES, AND REGULAR TAXI SERVICES BOOKED ONLINE OR THROUGH A SMARTPHONE APP.

256 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 65.3% JAN
BRAZIL 2021
54.1%
SINGAPORE 54.1%
MEXICO 49.5%

MALAYSIA 39.6% USE OF RIDE-HAILING APPS
SAUDI ARABIA 39.5%
38.8% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE RIDE-HAILING OR TAXI BOOKING SERVICE IN THE PAST MONTH
VIETNAM 37.3%
SOUTH AFRICA 36.1%
35.0%
KENYA 33.7%
RUSSIA 31.9%
EGYPT 30.0%
THAILAND 29.9%
CHINA 29.7%
PHILIPPINES 28.3%
COLOMBIA 25.5%
WORLDWIDE 24.7%
24.5%
INDIA 22.6%
GHANA 22.2%
21.9%
U.A.E. 21.4%
SPAIN 20.6%
PORTUGAL 19.9%
AUSTRALIA 19.8%
ARGENTINA 17.2%
POLAND 17.0%
NIGERIA 15.9%
NEW ZEALAND 15.3%
U.S.A. 15.2%
TAIWAN 14.5%
ROMANIA 13.7%
HONG KONG 13.4%
FRANCE 11.3%
10.3%
U.K. 10.3%
CANADA 9.6%
9.3%
ISRAEL 9.1%
AUSTRIA 7.4%
SOUTH KOREA 6.1%
SWEDEN 5.3%
TURKEY 5.3%
IRELAND 4.3%
SWITZERLAND 4.1%
GERMANY 3.6%

ITALY
BELGIUM
DENMARK
NETHERLANDS

JAPAN
MOROCCO

JAN USE OF RIDE-HAILING APPS
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED AN ONLINE RIDE-HAILING OR TAXI BOOKING SERVICE IN THE PAST MONTH

31.3% 34.0% 29.8% 30.0%
27.6% 31.9%

21.3% 22.4%

18.0%
15.8%

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

257 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 MARKET OVERVIEW: ONLINE FOOD DELIVERY
2021
SIZE AND GROWTH OF THE MARKET FOR ONLINE SERVICES PROVIDING TAKE-AWAY FOOD DELIVERY (IN U.S. DOLLARS)

NUMBER OF PEOPLE USING TOTAL VALUE OF ANNUAL CHANGE IN THE ANNUAL REVENUE PER
ONLINE SERVICES TO ORDER THE ONLINE FOOD TOTAL VALUE OF THE ONLINE USER OF ONLINE FOOD
TAKE-AWAY FOOD DELIVERY* DELIVERY MARKET
FOOD DELIVERY MARKET DELIVERY SERVICES

1.21 $136.4 +27% $112
BILLION
BILLION

258 SOURCE: STATISTA MARKET OUTLOOK FOR E-SERVICES (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, “ONLINE FOOD DELIVERY” INCLUDES ORDERS FOR FOOD DELIVERY MADE THROUGH INTERNET-POWERED SERVICES,
INCLUDING RESTAURANT-TO-CONSUMER AND PLATFORM-TO-CONSUMER DELIVERY SERVICES.

259 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 74.4% JAN
BRAZIL 66.6% 2021
66.5%
MALAYSIA 66.4% ORDERING TAKE-AWAY FOOD ONLINE FOR DELIVERY
CHINA 65.1%
U.A.E. 63.9% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE SERVICE TO ORDER TAKE-AWAY FOOD FOR DELIVERY IN THE PAST MONTH
63.7%
SINGAPORE 62.3%
SAUDI ARABIA 62.0%
61.0%
MEXICO 60.9%
PHILIPPINES 58.1%
56.1%
THAILAND 56.0%
COLOMBIA 55.5%
54.8%
INDIA 53.9%
SOUTH AFRICA 53.0%
52.0%
VIETNAM 51.4%
WORLDWIDE 48.6%
ARGENTINA 46.9%
45.5%
TAIWAN 45.3%
TURKEY 45.3%
SOUTH KOREA 43.2%
HONG KONG 42.4%
IRELAND 42.0%
POLAND 41.3%
40.6%
U.K. 40.1%
AUSTRALIA 39.0%
38.5%
U.S.A. 38.2%
SPAIN 34.7%
ISRAEL 32.1%
NEW ZEALAND 30.5%
EGYPT 29.5%
ROMANIA 28.9%
CANADA 28.3%
PORTUGAL 27.5%
NETHERLANDS 26.5%
DENMARK 15.9%
ITALY
AUSTRIA
SWEDEN
BELGIUM
GERMANY
SWITZERLAND
RUSSIA
FRANCE
JAPAN

JAN ORDERING TAKE-AWAY FOOD ONLINE FOR DELIVERY
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED AN ONLINE SERVICE TO ORDER TAKE-AWAY FOOD FOR DELIVERY IN THE PAST MONTH

59.4% 56.5% 63.7% 61.9% 57.3% 58.2%

47.7% 46.8%

35.3% 36.1%

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

260 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.

HOOTSUITE’S PERSPECTIVE: DIGITAL COMMERCE TRENDS

GO LIVE FOCUS ON 1:1 CUSTOMER CARE INSPIRE INCREMENTAL REVENUE

Livestreaming on social platforms, While social commerce features now enable people Online shopping is typically a
already popularized in China’s booming to browse and buy products directly within networks very task-oriented activity, which
ecommerce industry, has given brands, like Facebook and Instagram, social media is equally takes a lot of fun and discovery

experts, and influencers new ways to important in the pre-purchase and post-purchase out of the buying process. Use
connect and sell to customers without experience. According to GWI, 3 out of 5 internet Instagram Live or Pinterest, for
relying on in-person events. Nearly half users say bad customer service negatively affects their
(49%) of online shoppers agree, “I would purchasing decisions, more than bad press or a poor example, to show off lesser
buy products directly from live videos environmental record. Customers are looking for fast, known products, or to inspire
where brands, celebrities or influencers I empathetic, 1:1 human connection while navigating online some of the impulse purchases
follow are launching new products.” purchases—exactly what social media was made for. that people would typically have
made at the last minute in-store.

Click here to read Hootsuite’s full Social Trends 2021 report.

WE ARE SOCIAL’S PERSPECTIVE: E-COMMERCE IN 2021

SHIFTS IN HOW WE SHOP AND SPEND ON SOCIAL

LIVE STREAMED SHOPPING SOCIAL DISCOVERY PREMIUM E-COMMERCE

Livestream shopping generated $449.5 ‘Omnichannel shopping’ is a phrase that’s The accessibility of social media has often been
million in sales in a single day in China on been making the rounds for a few years considered at odds with exclusivity and the
1 July 2020, with influencers like Viya and now, but data suggests that user behaviour mystique of certain brands and industries. But
has now began to truly reflect it. With GWI’s with e-commerce now central to how people
‘Lipstick King’ Li Jiaqi engaging millions research finding that social networks have shop regardless of industry, no brand can
of potential consumers each day. But overtaken search engines as the most popular
bolstered by the increase in online video method of online brand research for people ignore its importance. In this landscape, we’re
viewing, and openness to e-commerce aged 16 to 24, social media’s role in the beginning to see people seek out more exclusive
purchase journey continues to expand.
during lockdown, this behaviour is digital experiences, gained through more
making its mark on the global internet. In 2021, brands will harness social intimate formats and higher quality services.
channels and search as key drivers
In 2021, brands and creators will use In 2021, certain industries and
live streaming tools to bring people of brand and product discovery brands will increasingly be expected to
closer to products, and online shopping premiumise the digital customer experience
experiences will double as entertainment

DIGITAL MARKETING

JAN SOURCES OF BRAND DISCOVERY
2021
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY

SEARCH ENGINES 33.9%
ADS ON TELEVISION 32.6%
WORD-OF-MOUTH RECOMMENDATIONS
ADS ON SOCIAL MEDIA 29.4%
BRAND OR PRODUCT WEBSITES 28.2%
ONLINE RETAIL WEBSITES 27.6%
ADS ON WEBSITES 26.0%
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA 25.3%
TV SHOWS OR FILMS 24.4%
CONSUMER REVIEW WEBSITES 24.2%
24.0%

264 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.

265 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. BRAZIL 75.7% JAN
PHILIPPINES 74.1% 2021
INDONESIA 73.9%
72.9% ONLINE PRODUCT RESEARCH
TURKEY 71.2%
KENYA 70.8% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE
ARGENTINA 69.1%
ROMANIA 68.2%
MALAYSIA 67.6%
AUSTRIA 67.4%
MEXICO 67.2%
PORTUGAL 67.0%
ISRAEL 66.6%
SOUTH KOREA 65.2%
COLOMBIA 64.9%
SOUTH AFRICA 63.7%
NIGERIA 63.7%
SPAIN 63.5%
NEW ZEALAND 63.4%
POLAND 61.5%
TAIWAN 61.3%
IRELAND 61.3%
61.3%
ITALY 60.7%
SWITZERLAND 60.6%
NETHERLANDS 59.8%
59.3%
U.K. 58.8%
SINGAPORE 58.6%
58.5%
GERMANY 58.2%
SWEDEN 57.7%
CANADA 57.4%
THAILAND 56.5%
55.6%
AUSTRALIA 55.2%
SAUDI ARABIA 55.1%
54.5%
RUSSIA 54.4%
VIETNAM 53.6%
WORLDWIDE 53.0%
52.7%
U.S.A. 51.6%
JAPAN 51.4%
BELGIUM 46.4%
FRANCE 42.8%
U.A.E. 35.9%
DENMARK
HONG KONG
EGYPT
INDIA
GHANA
CHINA
MOROCCO

JAN RESEARCH PRODUCTS ONLINE
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE

58.7% 56.1% 56.3% 54.7% 57.7% 60.0% 57.8% 60.3%
51.3% 52.2%

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

266 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 PRIMARY CHANNELS FOR BRAND RESEARCH
2021
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS

SEARCH ENGINES 53.1%
SOCIAL NETWORKS
CONSUMER REVIEWS 44.8%
PRODUCT AND BRAND WEBSITES
PRICE COMPARISON WEBSITES 39.3%
MOBILE APPS 36.4%
VIDEO SITES
PRODUCT AND BRAND BLOGS 30.5%
Q&A SERVICES (E.G. QUORA) 28.7%
DISCOUNT VOUCHER WEBSITES
21.8%
21.2%
21.1%
20.9%

267 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 PRIMARY CHANNELS FOR BRAND RESEARCH
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS

16 TO 24 SEARCH ENGINES 51.3%
YEARS OLD SOCIAL NETWORKS 53.2%

25 TO 34 SEARCH ENGINES 51.3%
YEARS OLD SOCIAL NETWORKS 48.2%

35 TO 44 SEARCH ENGINES 52.6%
YEARS OLD SOCIAL NETWORKS 42.4%

45 TO 54 SEARCH ENGINES 56.4%
YEARS OLD SOCIAL NETWORKS 35.7%

55 TO 64 SEARCH ENGINES 60.7%
YEARS OLD SOCIAL NETWORKS 28.1%

268 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 BRAND-RELATED ONLINE ACTIVITIES
2021
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PERFORMED EACH ACTIVITY ONLINE IN THE PAST MONTH

VISITED A BRAND’S WEBSITE 50.4%

WATCHED A VIDEO MADE BY A BRAND 24.8%
23.2%
FOLLOWED A BRAND ON A SOCIAL NETWORK* 21.9%
21.9%
READ AN EMAIL OR NEWSLETTER FROM A BRAND

VISITED A BRAND’S SOCIAL NETWORK PAGE

DOWNLOADED OR USED A BRANDED APP 17.5%

USED A SOCIAL “SHARE” BUTTON ON A WEBSITE 16.9%

CLICKED ON A PROMOTED POST ON A SOCIAL NETWORK 15.8%

CLICKED ON AN ONLINE AD ON A WEBSITE 15.5%

ASKED A QUESTION TO A BRAND ON A SOCIAL NETWORK 14.4%

LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE 14.4%

READ A BRANDED BLOG 14.0%

PLAYED A BRANDED GAME 13.9%

USED A QR CODE PROVIDED BY A COMPANY OR BRAND 13.6%

STOPPED FOLLOWING A BRAND ON A SOCIAL NETWORK* 13.4%

USED A LIVE-CHAT SERVICE ON A COMPANY WEBSITE 12.6%

269 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.
*NOTE: “FOLLOWING” INCLUDES “LIKING” A BRAND’S SOCIAL MEDIA PAGE OR ACCOUNT.

JAN VALUE OF THE DIGITAL ADVERTISING MARKET
2021
TOTAL SPEND (IN U.S. DOLLARS) ON DIGITAL ADVERTISING IN 2020, WITH DETAIL OF SPEND IN INDIVIDUAL DIGITAL ADVERTISING SUB-CATEGORIES

TOTAL DIGITAL AD SPEND ON DIGITAL SPEND ON SOCIAL
SPEND IN 2020 SEARCH ADS IN 2020 MEDIA ADS IN 2020

$355.6 $152.7 $97.66
BILLION BILLION BILLION

SPEND ON DIGITAL SPEND ON DIGITAL SPEND ON DIGITAL
BANNER ADS IN 2020 VIDEO ADS IN 2020 CLASSIFIED ADS IN 2020

$53.31 $33.27 $18.64
BILLION BILLION BILLION

270 SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JAN 2021). FIGURES REPRESENT FULL-YEAR DIGITAL ADVERTISING SPEND FOR 2020.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: SPEND VALUES ARE IN U.S. DOLLARS. INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES
DO NOT INCLUDE SPEND ON E-MAIL MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.

JAN DIGITAL ADVERTISING MARKET: VALUE GROWTH
2021
YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL ADVERTISING MARKET BETWEEN 2019 AND 2020, INCLUDING SUB-CATEGORY CHANGES

YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN
IN TOTAL DIGITAL AD SPEND DIGITAL SEARCH AD SPEND SOCIAL MEDIA AD SPEND

+6.5% +6.8% +9.1%

YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN
DIGITAL BANNER AD SPEND DIGITAL VIDEO AD SPEND DIGITAL CLASSIFIED AD SPEND

+2.6% +9.3% -1.6%

271 SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JAN 2021). FIGURES COMPARE FULL-YEAR DIGITAL ADVERTISING SPEND IN 2020 TO EQUIVALENT DATA FOR 2019.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL
MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.

JAN QUARTERLY CHANGE IN PAID SEARCH AD IMPRESSIONS
2021
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF PAID SEARCH AD IMPRESSIONS, REPORTED AS AN INDEX

168

123 124
100

79

Q4 2019 -21% Q1 2020 +56% Q2 2020 +1% Q3 2020 +35% Q4 2020

272 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN PAID SEARCH AD CLICKS
2021
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF CLICKS ON PAID SEARCH ADS, REPORTED AS AN INDEX

154

112 119
100

83

Q4 2019 -17% Q1 2020 +35% Q2 2020 +6% Q3 2020 +30% Q4 2020

273 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN PAID SEARCH AD CTR
2021
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE GLOBAL CLICK-THROUGH RATE (CLICKS vs. IMPRESSIONS) FOR PAID SEARCH ADS

1.9% 2.0% 1.7% 1.8% 1.7%

Q4 2019 +6% Q1 2020 -14% Q2 2020 +5% Q3 2020 -4% Q4 2020

274 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE CLICK-THROUGH RATES. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN PAID SEARCH AD SPEND
2021
QUARTER-ON-QUARTER CHANGE IN THE TOTAL AMOUNT THAT ADVERTISERS SPENT ON PAID SEARCH ADS, REPORTED AS AN INDEX

132

100 100
76 78

Q4 2019 -24% Q1 2020 +3% Q2 2020 +27% Q3 2020 +32% Q4 2020

275 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN PAID SEARCH AD CPC
2021
QUARTER-ON-QUARTER CHANGE IN THE GLOBAL AVERAGE ‘COST-PER-CLICK’ (CPC) OF PAID SEARCH ADS (IN U.S. DOLLARS)

$0.67 $0.56 $0.57
$0.61

$0.47

Q4 2019 -9% Q1 2020 -24% Q2 2020 +21% Q3 2020 +2% Q4 2020

276 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE COST-PER-CLICK. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE.
VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES.
 COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD IMPRESSIONS
2021
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF AD IMPRESSIONS SERVED VIA SOCIAL MEDIA PLATFORMS, REPORTED AS AN INDEX

130
100 105 105 103

Q4 2019 +5% Q1 2020 +0.4% Q2 2020 -2% Q3 2020 +26% Q4 2020

277 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD CLICKS
2021
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF CLICKS ON SOCIAL MEDIA ADS, REPORTED AS AN INDEX

123
100 88 100 94

Q4 2019 -12% Q1 2020 +13% Q2 2020 -5% Q3 2020 +31% Q4 2020

278 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD CTR
2021
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE GLOBAL CLICK-THROUGH RATE (CLICKS vs. IMPRESSIONS) ON SOCIAL MEDIA ADS

1.1% 0.9% 1.1% 1.0% 1.1%

Q4 2019 -16% Q1 2020 +13% Q2 2020 -4% Q3 2020 +4% Q4 2020

279 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE CLICK-THROUGH RATES. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD SPEND
2021
QUARTER-ON-QUARTER CHANGE IN THE TOTAL AMOUNT THAT ADVERTISERS SPENT ON SOCIAL MEDIA ADS, REPORTED AS AN INDEX

139

100
82 77 86

Q4 2019 -18% Q1 2020 -5% Q2 2020 +12% Q3 2020 +61% Q4 2020

280 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q4 2019. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

JAN QUARTERLY CHANGE IN SOCIAL MEDIA AD CPM
2021
QUARTER-ON-QUARTER CHANGE IN THE GLOBAL AVERAGE ‘COST-PER-MILLE’ (CPM) OF SOCIAL MEDIA ADS (IN U.S. DOLLARS)

$6.23 $6.65
$4.87 $4.59 $5.21

Q4 2019 -22% Q1 2020 -6% Q2 2020 +14% Q3 2020 +28% Q4 2020

281 SOURCE: KENSHOO (JAN 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT AVERAGE COST-PER-MILLE (COST PER 1,000 IMPRESSIONS). PERCENTAGES IN THE WHITE CIRCLES SHOW
QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY
ACCOUNTS IN 150 COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.

HOOTSUITE’S PERSPECTIVE: DIGITAL ADVERTISING TRENDS

SOCIAL AD BUDGETS GET A BOOST ALL EYES ON INSTAGRAM

With impressive reach and precise targeting Our survey found that more than 60% of organizations are
capabilities, it’s no surprise that social planning on increasing their investment in Instagram in 2021.
With broad demographics, new social commerce features, and
advertising budgets are set to increase in 2021. opportunities for both brand storytelling and lead generation in
According to our Social Trends survey, 60% Stories, Instagram continues to deliver strong value for brands
of organizations that run social ads intend to
spend more on them in 2021. looking to balance brand and performance marketing.

Hootsuite makes it easy to publish photos, videos,
stories,and carousels to Instagram. Learn more here.

MORE INFORMATION

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SPECIAL THANKS: GWI

GWI (formerly GlobalWebIndex) is a target audience company that provides consumer
insight across 46 countries to the world’s leading brands, communication agencies and media
organizations. The company runs a global survey representing more than 2 billion connected
consumers, which offers up over 40,000 data points on the behaviors and perceptions of internet
users around the world. Using the subscription-based platform, clients can gather in-depth insights
into audience behaviors, attitudes and interests through a combination of survey data and analytics.

90% GLOBAL ONGOING DATA COLLECTION CROSS-DEVICE
COVERAGE ACROSS 46 MARKETS COVERAGE

Learn more at https://www.globalwebindex.com

SPECIAL THANKS: STATISTA

Statista is one of the world’s largest online statistics databases. Its Digital Market
Outlook products provide forecasts, detailed market insights, and key indicators
on over 90 digital markets within verticals including e-commerce, digital media,

advertising, smart home, and fintech for over 150 countries and regions.

96% OF THE GLOBAL OVER 150 COUNTRIES 98% OF WORLDWIDE MORE THAN 30,000
INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS

Learn more about Statista at https://www.statista.com

SPECIAL THANKS: GSMA INTELLIGENCE

GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive
database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s
data covers every operator group, network and MVNO in every country – from Afghanistan
to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics
available, comprising tens of millions of individual data points.

Leading operators, vendors, regulators, financial institutions and third-party industry players
rely on GSMA Intelligence to support strategic decision-making and long-term investment
planning. The data is used as an industry reference point and is frequently cited by the
media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce
regular thought-leading research reports across a range of industry topics.

Learn more about GSMA Intelligence at https://www.gsmaintelligence.com

SPECIAL THANKS: SEMRUSH

Semrush is an online visibility management and content marketing SaaS platform
that ensures businesses get measurable results from their online marketing.

6+ MILLION 190 GEOGRAPHICAL DATA FOR MOBILE HISTORICAL DATA
GLOBAL USERS DATABASES AND DESKTOP BACK TO 2012

Learn more at https://www.semrush.com

SPECIAL THANKS: APP ANNIE

App Annie is the industry’s most trusted mobile data and analytics platform. App Annie’s mission is
to help customers create winning mobile experiences and achieve excellence. Founded in 2010, the
company launched the first mobile market data solution. In 2020, App Annie launched App Annie
Ascend, an advertising analytics solution, making it the first company in its space to offer a side-by-side
view of market data and companies’ own data to support mission-critical business decisions. Together,
these solutions comprise the industry’s most complete mobile performance platform. More than 1,100
enterprise clients and 1 million registered users across all geographies and industries rely on App Annie
to drive their mobile business. The company is headquartered in San Francisco with 12 offices worldwide.

1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED
REGISTERED USERS DATA 150 COUNTRIES SERVICE & SUPPORT

Learn more about App Annie at https://www.appannie.com

SPECIAL THANKS: SIMILARWEB

SimilarWeb provides the measure of the digital world. With an international online panel consisting
of hundreds of millions of devices, SimilarWeb provides granular insights about any website or
app across a wide array of industries. Global brands such as Google, eBay, and adidas rely
on SimilarWeb to understand, track and grow their digital market share. The company has 450
employees and offices spanning four continents. SimilarWeb has been named one of Wall
Street’s Secret Weapons, and one of Calcalist’s 2018 List of 50 Most Promising Israeli Startups.

WEB APP GLOBAL GRANULAR
INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS

Learn more about SimilarWeb at https://www.similarweb.com

SPECIAL THANKS: LOCOWISE

Locowise is a social media performance measurement
platform that helps agencies to manage clients,
produce and prove value, and win new business.

CUSTOM REPORT CAMPAIGN INSIGHTS FROM ALL PREDICTIVE
BUILDER WITH ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE
FUTURE STRATEGY
OVER 300 METRICS AND REPORTING IN ONE PLACE

Learn more about Locowise at https://locowise.com

SPECIAL THANKS: KENSHOO

Kenshoo is the only independent, global marketing
platform for strategy, measurement, and best-of-breed
activation across all of the world’s most important media.

2,000+ BRANDS $350B CLIENT REVENUE $7B SPEND UNDER 5,000 EVENTS
AND AGENCIES GENERATED ANNUALLY MANAGEMENT TRACKED PER SECOND

Learn more about Kenshoo at https://kenshoo.com

DATA SOURCES (accessed Jan 2021). Data on use of data misuse fears, ECOMMERCE: Adoption by device, gender and
voice search, and ad blockers from GWI* (Q3 2020). age: GWI* (Q3 2020); Ecommerce spend: Statista
POPULATION & DEMOGRAPHICS: United Concerns about ‘fake news’ from Reuters Institute Digital Market Outlook and Statista Mobility Services
Nations World Population Prospects, 2019 Revision; Digital News Report 2020. Content streaming insights Outlook* (both accessed Jan 2021); GWI* (Q3
U.S. Census Bureau (accessed Jan 2021); United from GWI* (Q3 2020). Smart Home insights from 2020). Consumer goods: Statista Digital Market
Nations World Urbanization Prospects, 2018 Revision; Statista Digital Market Outlook* (accessed Jan 2021); Outlook* (accessed Jan 2021). Mobile payments:
local government bodies (latest data available in Jan GWI* (Q3 2020). Statista Digital Market Outlook* (accessed Jan 2021);
2021). Literacy rates: UNESCO Institute for Statistics; GWI* (Q3 2020). Ride-hailing: Statista Mobility
UNICEF Data; World Bank DataBank; Pew Research; SOCIAL MEDIA: Social media platforms’ self-service Services Outlook* (accessed Jan 2021); GWI* (Q3
Ethnologue; IndexMundi; CIA World Factbook (all advertising tools; company earnings announcements; 2020). Online food delivery: Statista Digital Market
accessed Jan 2021). GDP and financial inclusions press releases and promotional materials; remarks by Outlook* (accessed Jan 2021); GWI* (Q3 2020).
data: World Bank DataBank; IMF Data; CIA World senior platform executives at public events; statements Credit card penetration: World Bank (accessed Jan
Factbook (all accessed Jan 2021). Device ownership on company websites; reports in reputable media; 2021).
and time spent by media: GWI* (Q3 2020). OCDH (all latest data available in January 2021).
Time spent from GWI* (Q3 2020). Facebook and ADVERTISING: Brand discovery and research
INTERNET: ITU Statistics; Eurostat Data Explorer; Instagram engagement benchmarks from Locowise channels: GWI* (Q3 2020). Market value: Statista
GWI; local government authorities; CNNIC; APJII (Jan 2021). YouTube search insights from Google Digital Market Outlook* and Statista Advertising &
(all accessed January 2021). Mobile internet share Trends (accessed Jan 2021). Twitter emoji insights Media Outlook* (both accessed Jan 2021). Quarterly
based on data from GWI* (Q3 2020); extrapolations from Emojitracker (accessed Jan 2021). Top pages, evolution benchmarks: Kenshoo (Jan 2021).
of data reported in Facebook’s self-serve advertising accounts, channels, and hashtags from Kepios analysis
tools. Internet connection speeds from Ookla Speedtest of public data published on each platform (Jan 2021). NOTE: All data may include extrapolations.
(accessed Jan 2021). Web traffic by device, web
browser share, and share of search market from MOBILE: GSMA Intelligence (Jan 2021); Ericsson *For more details about GWI including methodology,
Statcounter (Jan 2021). Time spent on the internet from Mobility Report (Nov 2020); Ericsson Mobility visit https://www.globalwebindex.com.
GWI* (Q3 2020). World’s top websites from Semrush Calculator and Mobility Visualizer tools (accessed Jan
(Jan 2021); SimilarWeb (Jan 2021); Alexa (monthly 2021). Mobile Apps: App Annie (Jan 2021). Mobile *For more details about Statista’s Market Outlooks,
average based on 3-month period to mid-January actions: GWI* (Q3 2020). visit https://www.statista.com/outlook/digital-markets.
2021). Web language insights via W3Techs (Jan
2021). Google search insights from Google Trends

NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

This report uses data from a wide variety of Similarly, reports of internet user numbers internet user numbers in some countries. In such
sources, including market research agencies, vary considerably between different sources. instances, these figures do not represent errors.
internet and social media companies, In part, this is because there are fewer Rather, these differences may indicate delays
governments and public bodies, news media, commercial imperatives for governments and in the reporting of internet user numbers,
journalists, and our own internal analysis. regulators to collect, collate, and publish or they may indicate higher instances of
Wherever possible, we’ve prioritised data regular internet user data. individuals managing multiple accounts, and /
sources that provide broader geographical Prior to our Digital 2021 reports, we included or of ‘non-human’ social media accounts.
coverage, in order to minimise the potential data sourced from social media platforms’ self- Please also note that we’ve changed the
variations between data points, and offer service advertising tools in our calculations source for a various data points in this year’s
more reliable comparison across countries. of internet user numbers, but we no longer reports, and a number of historical metrics
However, where we believe that an individual include this data in our internet user figures. that we reported in previous Global Digital
metric provides a more reliable reference, This is because the user numbers reported by reports have been revised by the original
we’ve used such individual numbers to ensure social media platforms are typically based on data provider. As a result, some figures in this
the most accurate reporting. active user accounts, and may not represent year’s reports may appear to have changed
Furthermore, due to differing data collection unique individuals. For example, one person in unexpected ways. Wherever we’re aware
and treatment methodologies used by these may maintain more than one active presence of these changes, we’ve included details in the
organisations, and the different sample periods (account) on the same social media platform. footnotes of each relevant chart, but please use
during which data were collected, there may Similarly, some accounts may represent ‘non- caution when comparing data from different
be significant differences in the reported human’ entities, including: pets and animals; reports, because changes to base data may
metrics for similar data points throughout this historical figures; businesses, causes, groups, mean that values are not comparable.
report. In particular, data collected via surveys and organisations; places of interest; etc. If you have any questions about specific data
often vary from one report to another, even Because we separate social media user points in these reports, or if you’d like to offer
if those data were collected by the same numbers and internet user numbers, the figures your organisation’s data for consideration in
organisation using the same approach in each we report for social media users may exceed future reports, please email our reports team:
wave of research. [email protected].

DISCLAIMER AND IMPORTANT NOTES

This report has been compiled by Kepios Pte. This report contains data, tables, figures, else for any direct, indirect, punitive, incidental,
Ltd. (“Kepios”), We Are Social Ltd. (“We Are maps, flags, analyses and technical notes special, consequential, exemplary or similar
Social”), and Hootsuite Inc. (“Hootsuite”) that relate to various geographical territories loss or damage, or loss or damage of any
for informational purposes only, and relies around the world, however reference to kind, suffered by you or anyone else as a
on data from a wide variety of sources, these territories and any associated elements result of any use, action or decision taken by
including but not limited to public and private (including names and flags) does not imply the you or anyone else in any way connected to
companies, market research firms, government expression of any opinion whatsoever on the this report or the information contained herein,
agencies, NGOs, and private individuals. part of Kepios, We Are Social, Hootsuite, or or the result(s) thereof, even if advised of the
While Kepios, We Are Social, and Hootsuite any of the featured brands, nor any of those possibility of such loss or damage.
strive to ensure that all data and charts organisations’ partners, affiliates, employees This report may contain references to third
contained in this report are, as at the time of or agents, concerning the legal status of parties, however this report does not endorse
publication, accurate and up-to-date, neither any country, territory, city or area or of its any such third parties or their products
Kepios, nor We Are Social, nor Hootsuite shall authorities, or concerning the delimitation of its or services, nor is this report sponsored,
be responsible for any errors or omissions frontiers or boundaries. endorsed or associated with such third parties.
contained in this report, or for the results This report is provided with the understanding Except for those portions of this report relating
obtained from its use. that it does not constitute professional to the perspectives of Hootsuite or We Are
All information contained in this report advice or services of any kind and should Social, this report and any opinions contained
is provided “as is”, with no guarantee therefore not be substituted for independent herein have been prepared by Kepios, and
whatsoever of its accuracy, completeness, investigations, thought or judgment. have not been specifically approved or
correctness or non-infringement of third- Accordingly, neither Kepios, nor We Are disapproved by Hootsuite or We Are Social.
party rights and without warranty of any kind, Social, nor Hootsuite, nor any of the brands or This report is subject to change without notice.
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