Digital 2021 Global Overview Report (January 2021)

JAN WORLD’S MOST VISITED WEBSITES (ALEXA)
2021
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC

# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY

01 GOOGLE.COM 15M 41S 17.02 11 YAHOO.COM 5M 08S 4.74
02 YOUTUBE.COM 17M 23S 9.86 12 JD.COM 3M 30S 4.40
03 TMALL.COM 7M 09S 3.92 13 WIKIPEDIA.ORG 3M 48S 3.10
04 BAIDU.COM 9M 23S 4.63 14 WEIBO.COM 3M 00S 3.62
05 QQ.COM 3M 44S 4.00 15 SINA.COM.CN 2M 53S 3.43
06 SOHU.COM 3M 38S 4.61 16 LIVE.COM 5M 23S 5.43
07 FACEBOOK.COM 18M 47S 8.82 17 REDDIT.COM 5M 32S 4.40
08 TAOBAO.COM 4M 37S 3.61 18 ZOOM.US 8M 14S 3.93
09 AMAZON.COM 10M 40S 9.94 19 NETFLIX.COM 4M 26S 3.23
10 360.CN 3M 18S 4.15 20 XINHUANET.COM 2M 53S 5.53

SOURCE: ALEXA (JAN 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE PLATFORMS.

51 ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT GLOBAL VISITORS SPEND ON EACH SITE, MEASURED IN MINUTES AND SECONDS.

ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.

JAN MOST COMMON LANGUAGES FOR WEB CONTENT
2021
BASED ON THE LANGUAGES USED ON THE WORLD’S TOP 10 MILLION WEBSITES*

# LANGUAGE % WEBSITES SHARE OF POP. # LANGUAGE % WEBSITES SHARE OF POP.

01 ENGLISH 60.4% 16.2% 11 PORTUGUESE 1.3% 3.2%
02 RUSSIAN 8.5% 3.3% 12 STANDARD ARABIC 1.1% 3.5%
03 SPANISH 4.0% 6.9% 13 ITALIAN 0.8% 0.9%
04 TURKISH 3.7% 1.1% 14 INDONESIAN 0.7% 2.5%
05 PERSIAN 3.0% 0.7% 15 GREEK 0.7% 0.2%
06 FRENCH 2.6% 3.5% 16 POLISH 0.6% 0.6%
07 GERMAN 2.4% 1.7% 17 DUTCH (INC. FLEMISH) 0.6% 0.3%
08 JAPANESE 2.1% 1.6% 18 KOREAN 0.6% 1.0%
09 VIETNAMESE 1.7% 1.0% 19 THAI 0.5% 0.8%
10 SIMPLIFIED CHINESE 1.4% 20 UKRAINIAN 0.4% 0.5%
14.3%

SOURCES: W3TECHS (ACCESSED JAN 2021); ETHNOLOGUE (ACCESSED JAN 2021); UNITED NATIONS (JAN 2021). *NOTES: TOP 10 MILLION WEBSITES BASED ON TRAFFIC RANKING DATA FROM

52 ALEXA.COM. FIGURES IN THE “SHARE OF POP.” COLUMN SHOW THE PERCENTAGE OF THE WORLD’S TOTAL POPULATION THAT IDENTIFIES AS A SPEAKER OF EACH LANGUAGE (EITHER AS THEIR

NATIVE TONGUE OR AS A SECOND LANGUAGE), BASED ON DATA REPORTED BY ETHNOLOGUE AND THE UNITED NATIONS.

JAN SEARCH ENGINE MARKET SHARE
2021
PERCENTAGE OF GLOBAL WEB SEARCH TRAFFIC GOING TO EACH SEARCH ENGINE’S WEBSITE IN DECEMBER 2020

GOOGLE BING YAHOO! YANDEX

91.4% 2.7% 1.5% 1.5%
-1.4% +6% -8.2% +38%
BAIDU SOGOU OTHER
DUCKDUCKGO

1.4% 0.6% 0.5% 0.6%
+28% +40% +69% +3.7%

53 SOURCE: STATCOUNTER (JAN 2021).

JAN GOOGLE SEARCH: TOP WORLDWIDE QUERIES IN 2020
2021
THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH BETWEEN 01 JANUARY AND 31 DECEMBER 2020

# SEARCH QUERY INDEX ▲ Y-O-Y # SEARCH QUERY INDEX ▲ Y-O-Y

01 GOOGLE 100 -6.6% 11 INSTAGRAM 33 +2.1%
02 FACEBOOK 93 -16% 12 CORONA 30 +1,200%
03 YOUTUBE 84 -7.7% 13 WHATSAPP 29
04 VIDEO 69 -14% 14 GMAIL 28 +72%
05 YOU 68 +3.1% 15 MP3 21 -4.4%
06 CORONAVIRUS 61 [NEW] 16 TWITTER 21 -15%
07 NEWS 53 +12% 17 TIEMPO 21 +27%
08 WEATHER 52 -5.9% 18 TRADUCTOR 20 +30%
09 AMAZON 41 +11% 19 CLIMA 20 +20%
10 TRANSLATE 36 +16% 20 HOTMAIL 19 -13%

-11%

SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR

54 EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR

CHANGE FIGURES COMPARE AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2020 TO Q4 2019.

JAN ONLINE SEARCH BEHAVIOURS
2021
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES

USE A CONVENTIONAL USE VOICE SEARCH OR VOICE SEARCH FOR BRAND INFORMATION USE IMAGE RECOGNITION
SEARCH ENGINE (ANY DEVICE) COMMANDS (ANY DEVICE) ON SOCIAL MEDIA (ANY DEVICE) TOOLS (MOBILE DEVICES ONLY)

98.0% 45.3% 44.8% 32.9%

55 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: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.

56 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. INDIA 58.1% JAN
CHINA 55.7% 2021
INDONESIA 51.9%
MEXICO 51.9% USE OF VOICE SEARCH AND VOICE COMMANDS
TURKEY 49.3%
THAILAND 48.8% PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
SAUDI ARABIA 45.3%
45.3%
U.A.E. 45.3%
WORLDWIDE 44.4%
42.0%
VIETNAM 41.9%
TAIWAN 40.2%
COLOMBIA 39.9%
39.5%
BRAZIL 38.2%
U.S.A. 37.1%
PHILIPPINES 35.1%
SOUTH AFRICA 34.8%
ITALY 34.7%
ARGENTINA 34.4%
EGYPT 34.1%
SPAIN 32.8%
HONG KONG 32.0%
MALAYSIA 31.4%
AUSTRALIA 30.8%
CANADA 29.4%
28.8%
U.K. 26.2%
SINGAPORE 25.2%
NEW ZEALAND 23.9%
23.8%
IRELAND 23.7%
FRANCE 23.3%
RUSSIA 22.0%
GERMANY 21.5%
SWEDEN 21.4%
ROMANIA 21.0%
POLAND 20.9%
BELGIUM 20.5%
PORTUGAL 19.5%
SOUTH KOREA 19.2%
NETHERLANDS 17.8%
SWITZERLAND
AUSTRIA

ISRAEL
DENMARK

JAPAN

JAN USE OF VOICE INTERFACES BY AGE AND GENDER
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE VOICE SEARCH OR VOICE COMMANDS EACH MONTH (ANY DEVICE)

52.7% 51.1% 48.1%
48.2% 47.9% 42.8%

37.2% 37.2%

29.0% 30.8%

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

57 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 ONLINE CONTENT ACTIVITIES
2021
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH (ANY DEVICE)

WATCH WATCH LISTEN TO MUSIC LISTEN TO ONLINE LISTEN TO OR
ONLINE VIDEOS VLOGS STREAMING SERVICES RADIO STATIONS WATCH PODCASTS

90.6% 51.4% 73.2% 47.1% 44.1%

58 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.

59 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. MEXICO 92.8% JAN
ARGENTINA 91.3% 2021
89.4%
BRAZIL 86.1% STREAMING TV CONTENT VIA THE INTERNET
COLOMBIA 82.6%
82.0% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
IRELAND 79.5%
U.S.A. 78.3%
SPAIN 77.6%
77.5%
NEW ZEALAND 77.2%
U.K. 77.1%
76.0%
AUSTRALIA 75.6%
INDIA 74.3%
74.3%
PHILIPPINES 74.0%
CANADA 72.6%
72.1%
DENMARK 70.8%
SAUDI ARABIA 70.0%
SOUTH AFRICA 69.7%
69.6%
SWEDEN 69.5%
TURKEY 66.7%
POLAND 65.2%
64.1%
NETHERLANDS 63.3%
WORLDWIDE 61.7%
ITALY 61.1%
U.A.E. 60.8%
CHINA 60.1%
GERMANY 59.6%
FRANCE 58.4%
AUSTRIA 57.9%
ROMANIA 56.9%
ISRAEL 56.0%
MALAYSIA 51.6%
THAILAND 48.9%
SINGAPORE 48.4%
INDONESIA 43.4%
PORTUGAL 36.4%
SWITZERLAND 27.5%
BELGIUM
VIETNAM

HONG KONG
SOUTH KOREA

EGYPT
TAIWAN

JAPAN
RUSSIA

JAN STREAMING TV’S SHARE OF DAILY TV WATCH TIME
2021
DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV

36.5% 39.0% 41.1% 42.2%
29.5% 31.7%

Q3 2015 +7.3% Q3 2016 +15.1% Q3 2017 +6.9% Q3 2018 +5.3% Q3 2019 +2.6% Q3 2020

SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

60 *NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE

ABSOLUTE CHANGE.

JAN PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
2021
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE

ANY SMART PC (LAPTOP GAMES TABLET
DEVICE PHONE OR DESKTOP) CONSOLE DEVICE

86.9% 74.9% 44.4% 26.1% 19.6%

61 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.

62 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 96.6% JAN
PHILIPPINES 95.8% 2021
INDONESIA 94.5%
93.0% PLAYING VIDEO GAMES
MEXICO 92.8%
INDIA 92.5% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
92.1%
TURKEY 92.0%
VIETNAM 90.9%
TAIWAN 90.7%
SAUDI ARABIA 88.9%
SOUTH AFRICA 88.6%
MALAYSIA 87.3%
87.1%
CHINA 86.9%
BRAZIL 86.6%
ARGENTINA 86.3%
WORLDWIDE 85.9%
HONG KONG 85.1%
COLOMBIA 83.6%
U.A.E. 82.5%
EGYPT 82.5%
SOUTH KOREA 82.3%
POLAND 81.9%
SPAIN 81.8%
ROMANIA 81.3%
PORTUGAL 80.1%
SINGAPORE 80.0%
79.3%
ITALY 78.8%
ISRAEL 77.8%
FRANCE 77.7%
U.S.A. 75.5%
RUSSIA 75.1%
NEW ZEALAND 74.9%
SWITZERLAND 74.8%
CANADA 74.6%
BELGIUM 74.6%
NETHERLANDS 74.6%
DENMARK 74.5%
AUSTRIA 74.3%
JAPAN 74.3%
SWEDEN 74.2%
AUSTRALIA
IRELAND

U.K.
GERMANY

JAN PLAYING VIDEO GAMES BY AGE AND GENDER
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE

92.0% 95.4% 90.1% 94.6% 91.0%
83.6%
81.3%
75.2%

67.2% 67.2%

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

63 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 MOST POPULAR VIDEO GAME FORMATS BY AGE GROUP
2021
PERCENTAGE OF GLOBAL INTERNET USERS* IN EACH AGE GROUP WHO SAY THEY PLAY EACH TYPE OF VIDEO GAME ON ANY DIGITAL DEVICE

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

SHOOTER 62% SHOOTER 59% SHOOTER 47% SHOOTER 32% PUZZLE PLATFORM 18%
ACTION ADVENTURE 56%
M.O.B.A. 41% ACTION ADVENTURE 51% ACTION ADVENTURE 44% ACTION ADVENTURE 31% SHOOTER 16%
SIMULATION 38%
RACING 38% RACING 41% RACING 35% PUZZLE PLATFORM 27% ACTION ADVENTURE 15%
BATTLE ROYALE 36%
STRATEGY 35% M.O.B.A. 40% PUZZLE PLATFORM 33% RACING 24% ONLINE BOARD GAMES 13%
PUZZLE PLATFORM 34%
SPORTS 33% SPORTS 36% SPORTS 32% SPORTS 21% RACING 12%
ACTION PLATFORM 32%
SIMULATION 34% STRATEGY 31% STRATEGY 21% SIMULATION 11%

STRATEGY 34% M.O.B.A. 30% SIMULATION 20% SPORTS 11%

PUZZLE PLATFORM 34% SIMULATION 29% ACTION PLATFORM 19% ACTION PLATFORM 10%

ACTION PLATFORM 33% ACTION PLATFORM 29% M.M.O. 19% STRATEGY 10%

M.M.O. 32% M.M.O. 28% M.O.B.A. 18% M.M.O. 9%

64 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: PERCENTAGES REPRESENT SHARE OF ALL INTERNET USERS IN EACH AGE GROUP, REGARDLESS OF WHETHER THEY PLAY VIDEO GAMES.

65 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. SAUDI ARABIA 01:58 JAN
THAILAND 2021
MEXICO 01:38
01:36 DAILY TIME SPENT USING A GAMES CONSOLE
PHILIPPINES 01:31
U.A.E. 01:23 AVERAGE AMOUNT OF TIME PER DAY (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE
01:21
CHINA 01:20
INDIA 01:17
BRAZIL 01:16
INDONESIA 01:15
U.S.A. 01:14
VIETNAM 01:13
SOUTH AFRICA 01:12
WORLDWIDE 01:08
EGYPT 01:06
ARGENTINA 01:03
COLOMBIA 01:02
MALAYSIA 01:01
01:00
U.K. 00:58
HONG KONG 00:56
00:55
TURKEY 00:54
FRANCE 00:49
00:49
SPAIN 00:48
AUSTRALIA 00:48
00:47
ITALY 00:45
SINGAPORE 00:44
00:43
CANADA 00:42
IRELAND 00:41
GERMANY 00:40
BELGIUM 00:38
SWEDEN 00:36
POLAND 00:35
NEW ZEALAND 00:34
NETHERLANDS 00:33
TAIWAN 00:33
DENMARK 00:33
PORTUGAL 00:29
SOUTH KOREA 00:25

JAPAN
AUSTRIA
ROMANIA

RUSSIA
SWITZERLAND

ISRAEL

66 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. U.K. 22.0% JAN
U.S.A. 20.9% 2021
CANADA 19.9%
TURKEY
CHINA 16.6% SMART HOME DEVICE OWNERSHIP
IRELAND 15.9%
AUSTRALIA 15.7% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE
VIETNAM 14.6%
ITALY 14.2%
INDIA 14.1%
SPAIN 13.2%
NETHERLANDS 12.8%
SWEDEN 12.7%
WORLDWIDE 12.3%
MEXICO 12.3%
HONG KONG 12.2%
DENMARK 12.1%
ISRAEL 11.7%
SINGAPORE 11.7%
SOUTH KOREA 11.3%
AUSTRIA 10.7%
TAIWAN 10.6%
COLOMBIA 10.4%
FRANCE 10.3%
SWITZERLAND 10.0%
GERMANY 9.7%
POLAND 9.5%
U.A.E. 9.4%
BELGIUM 9.3%
ARGENTINA 9.1%
NEW ZEALAND 9.0%
ROMANIA 8.8%
SAUDI ARABIA 7.8%
MALAYSIA 7.4%
SOUTH AFRICA 7.2%
EGYPT 7.0%
NIGERIA 6.6%
INDONESIA 6.5%
BRAZIL 5.7%
THAILAND 5.5%
PHILIPPINES 5.0%
PORTUGAL 4.6%
JAPAN 4.6%
KENYA 4.3%
GHANA 4.0%
RUSSIA 3.6%
MOROCCO 3.0%
1.5%

JAN OVERVIEW OF THE SMART HOME DEVICE MARKET
2021
VALUE OF THE GLOBAL MARKET FOR SMART HOME DEVICES, WITH VALUE BY DEVICE SUB-CATEGORY (IN U.S. DOLLARS)

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

NUMBER OF HOMES WITH TOTAL ANNUAL VALUE OF VALUE OF SMART HOME CONTROL VALUE OF SMART HOME
SMART HOME DEVICES SMART HOME DEVICES MARKET & CONNECTIVITY DEVICE MARKET* APPLIANCES MARKET

221.7 $77.39 $14.98 $28.51
MILLION BILLION BILLION BILLION

VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME
SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET

$11.92 $9.24 $6.62 $6.12
BILLION BILLION BILLION BILLION

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2020, IN U.S. DOLLARS.

67 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: THE “CONTROL AND CONNECTIVITY” SEGMENT INCLUDES HUBS AND INTERFACES FOR “INTELLIGENT HOME

NETWORKS” (E.G. SMART SPEAKERS, CENTRAL CONTROL UNITS, SMART PLUGS, ETC.).  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.

JAN AVERAGE ANNUAL REVENUE PER SMART HOME
2021
AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (IN U.S. DOLLARS)

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

PENETRATION OF ARPU*: COMBINED SPEND ON ARPU*: SMART HOME CONTROL ARPU*: SMART
SMART HOME DEVICES* ALL SMART HOME DEVICES & CONNECTIVITY DEVICES HOME APPLIANCES

10.6% $349 $165 $406

ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME
SECURITY DEVICES ENTERTAINMENT DEVICES COMFORT & LIGHTING ENERGY MANAGEMENT

$144 $120 $77 $91

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUE FOR 2020, IN U.S. DOLLARS.

68 SEE STATISTA.COM FOR MORE DETAILS. *NOTES: “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES; “ARPU” REFERS TO AVERAGE REVENUE PER HOME WITH

EACH KIND OF DEVICE. ARPU FOR SUB-CATEGORIES MAY EXCEED COMBINED ARPU DUE TO DIFFERENCES IN THE NUMBER OF HOMES.  COMPARABILITY ADVISORY: BASE CHANGES.

JAN SMART HOME MARKET: ANNUAL VALUE GROWTH
2021
YEAR-ON-YEAR CHANGE IN THE SIZE AND VALUE OF THE SMART HOME MARKET, WITH DETAIL BY SUB-CATEGORY

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

ANNUAL CHANGE IN Y-O-Y VALUE CHANGE: OVERALL Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART
SMART HOME PENETRATION* SMART HOME DEVICES MARKET CONTROL & CONNECTIVITY MARKET HOME APPLIANCES MARKET

+14% +16% +16% +16%

Y-O-Y VALUE CHANGE: SMART Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME
HOME SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET

+20% +13% +13% +21%

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). GROWTH FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ESTIMATES OF FULL-YEAR

69 REVENUE FOR 2020 COMPARED TO 2019. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART

HOME DEVICES. “Y-O-Y VALUE CHANGE” FIGURES REFER TO THE YEAR-ON-YEAR CHANGE IN REVENUE.  COMPARABILITY ADVISORY: BASE CHANGES.

70 SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM DIGITAL NEWS REPORT 2020. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE. BRAZIL 84.0% JAN
PORTUGAL 75.7% 2021
75.6%
KENYA 71.6% CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
SOUTH AFRICA 67.5%
65.2% PERCENTAGE OF ADULTS AGED 18+ WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE WHEN IT COMES TO NEWS ON THE INTERNET
U.S.A. 65.2%
SINGAPORE 65.1%
64.6%
CANADA 63.9%
SPAIN 62.9%
CHILE 62.8%
62.8%
AUSTRALIA 62.4%
U.K. 62.2%
61.6%
GREECE 60.4%
MALAYSIA 59.8%
59.5%
FRANCE 57.6%
IRELAND 57.2%
TURKEY 56.4%
ARGENTINA 56.4%
SOUTH KOREA 54.6%
MEXICO 54.4%
ROMANIA 53.7%
PHILIPPINES 51.5%
WORLDWIDE 50.7%
FINLAND 50.0%
CROATIA 49.2%
48.9%
JAPAN 45.6%
ITALY 45.5%
45.4%
HONG KONG 45.0%
BULGARIA 42.1%
HUNGARY 39.7%
BELGIUM 36.9%
SWEDEN 36.5%
CZECHIA 35.1%
TAIWAN 32.3%

SWITZERLAND
POLAND

NORWAY
AUSTRIA

DENMARK
GERMANY
SLOVAKIA
NETHERLANDS

JAN CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
2021
PERCENTAGE OF SURVEY RESPONDENTS WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE WHEN IT COMES TO NEWS ON THE INTERNET

62.5% 59.0% 55.6% 53.5% 55.9% 53.1% 57.2% 57.8% 54.6% 56.8%
53.2% 54.9%

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

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

71 SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM DIGITAL NEWS REPORT 2020. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.

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. PORTUGAL 53.9% JAN
SPAIN 53.4% 2021
72  COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS, BRAZIL 50.7%
44.7% CONCERNS ABOUT MISUSE OF PERSONAL DATA
SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. CANADA 44.5%
FRANCE 44.5% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
SOUTH AFRICA 43.5%
MEXICO 42.5% ! THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
AUSTRIA 42.5%
41.8%
U.K. 41.7%
POLAND 41.6%
GERMANY 41.2%
40.7%
U.S.A. 40.2%
IRELAND 40.2%
AUSTRALIA 40.1%
ARGENTINA 40.1%
NEW ZEALAND 38.8%
SINGAPORE 38.2%
SWITZERLAND 38.1%
BELGIUM 37.6%
PHILIPPINES 37.1%
DENMARK 36.1%
SOUTH KOREA 35.9%
INDONESIA 35.9%
MALAYSIA 35.9%
COLOMBIA 35.6%
HONG KONG 35.6%
NETHERLANDS 34.5%
33.1%
ISRAEL 32.2%
ITALY 32.1%
EGYPT 31.8%
31.7%
WORLDWIDE 31.4%
U.A.E. 31.0%
30.7%
KENYA 30.1%
VIETNAM 29.7%
29.3%
INDIA 27.8%
JAPAN 26.2%
SAUDI ARABIA 24.8%
SWEDEN 19.6%
ROMANIA 18.6%
TAIWAN 15.7%
TURKEY
RUSSIA
THAILAND
CHINA
NIGERIA
MOROCCO
GHANA

JAN CONCERNS ABOUT MISUSE OF PERSONAL DATA
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA

41.6% 40.6%

35.8% 33.1% 31.6% 37.6%
30.1% 34.7%

31.6%
29.1%

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

73 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.

74 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 56.8% JAN
INDIA 50.7% 2021
49.2%
SOUTH AFRICA 49.0% USE OF AD BLOCKERS
MALAYSIA 47.0%
PORTUGAL 46.1% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
CHINA 45.3%
45.0% ! THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
PHILIPPINES 44.7%
TAIWAN 44.3%
44.3%
COLOMBIA 43.0%
ARGENTINA 42.7%
42.7%
POLAND 42.5%
AUSTRIA 42.3%
ROMANIA 41.6%
WORLDWIDE 41.3%
TURKEY 41.3%
NEW ZEALAND 41.0%
SAUDI ARABIA 40.7%
CANADA 40.4%
SINGAPORE 40.2%
40.1%
SPAIN 40.0%
BRAZIL 39.6%
IRELAND 39.4%
SWEDEN 39.2%
GERMANY 38.8%
THAILAND 38.8%
U.A.E. 38.4%
ISRAEL 36.8%
MEXICO 36.6%
HONG KONG 36.5%
U.S.A. 36.3%
EGYPT 36.0%
FRANCE 36.0%
BELGIUM 35.2%
KENYA 34.7%
SWITZERLAND 34.4%
AUSTRALIA 33.6%
DENMARK 33.4%
33.2%
U.K. 29.6%
VIETNAM 22.3%
17.5%
RUSSIA 17.2%
NETHERLANDS

ITALY
NIGERIA
SOUTH KOREA

JAPAN
GHANA
MOROCCO

JAN USE OF AD BLOCKERS
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH

49.2% 47.6% 44.8%
43.2% 43.0% 38.4%

39.1% 37.3%
33.5% 32.1%

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

75 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 REASONS FOR USING AD BLOCKERS
2021
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE AD BLOCKING TOOLS

THERE ARE TOO MANY ADS ON THE INTERNET 22.3%
TOO MANY ADS ARE ANNOYING OR IRRELEVANT 22.3%
ADS ARE TOO INTRUSIVE 19.9%
ADS TAKE UP TOO MUCH SCREEN SPACE
ADS SOMETIMES CONTAIN VIRUSES OR BUGS 16.7%
SPEED UP PAGE LOADING TIMES 16.5%
AVOID ADS BEFORE WATCHING VIDEOS OR SHOWS
I TRY TO AVOID ALL ADVERTISING (ONLINE AND OFFLINE) 14.6%
ADS MIGHT COMPROMISE MY ONLINE PRIVACY 13.3%
STOP MY DATA ALLOWANCE FROM BEING USED UP 13.0%

11.2%
10.5%

76 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.

WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2021

SHIFTS IMPACTING OUR ONLINE BEHAVIOUR

SYNTHETIC MEDIA PRACTICAL ADVOCACY VIRTUAL LIFESTYLES
Synthetic media is a term used to describe any
media that’s created using artificial production or ‘Armchair activism’ has long been People are spending more time in virtual
manipulation. Recent years have seen this type considered the lazier cousin of getting out spaces than ever – social channels, 9-5
of media enter the mainstream – from virtual Zoom calls and games like Animal Crossing
influencers to deepfakes to ageless actors in films in the world. But amid the constraints of are all keeping people behind their screens.
like The Irishman. As a result, they’re starting to lose 2020, and bolstered by the normalisation As a result, they’re making more lifestyle
the creep factor. People are getting comfortable of long-form formats and the availability of choices within them. From in-game clothing
with ‘fake’ media and it’s fundamentally changing practical digital tools, online advocacy has lines to virtual beauty products exclusively
undergone a practical transformation. Digital for Zoom calls, people are investing in the
the way we create and consume content. spaces are evolving into active arenas for
customisation of their digital selves.
In 2021, brands will use affordable accountability, learning and impact.
synthetic media technologies to create
immersive digital brand experiences In 2021, brands will harness this shift In 2021, brands will create virtual product
to educate others where they can, and lines for audiences keen to bridge the gap
educate themselves where they need to between their offline and online personas

GLOBAL SOCIAL MEDIA USE

JAN SOCIAL MEDIA USE AROUND THE WORLD
2021
USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE

! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS

TOTAL NUMBER OF SOCIAL MEDIA USERS AS ANNUAL CHANGE IN TOTAL NUMBER OF SOCIAL PERCENTAGE OF TOTAL
ACTIVE SOCIAL A PERCENTAGE OF THE THE NUMBER OF GLOBAL MEDIA USERS ACCESSING SOCIAL MEDIA USERS
MEDIA USERS* GLOBAL POPULATION ACCESSING VIA MOBILE
SOCIAL MEDIA USERS VIA MOBILE PHONES

4.20 53.6% +13.2% 4.15 98.8%
+490 MILLION
BILLION BILLION

SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE.

79 *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY EXCEED INTERNET USER NUMBERS IN SOME COUNTRIES.  COMPARABILITY ADVISORY: BASE

CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.

JAN GLOBAL SOCIAL MEDIA USERS OVER TIME
2021
NUMBER OF GLOBAL SOCIAL MEDIA USERS* BY YEAR (IN BILLIONS), WITH YEAR-ON-YEAR CHANGE

! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS

4.20

3.20 3.46 3.71
2.79
2.31

+20.9% +14.6% +8.3% +7.2% +13.2%

2016 2017 2018 2019 2020 2021

SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE.

80 *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH

FIGURES PUBLISHED IN PREVIOUS REPORTS.

JAN SOCIAL MEDIA USERS vs. TOTAL POPULATION
2021
THE NUMBER OF ACTIVE SOCIAL MEDIA USERS* IN EACH REGION COMPARED TO TOTAL POPULATION

! THIS CHART INCLUDES DATA FROM NEW SOURCES, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

NORTHERN NORTHERN EASTERN
AMERICA EUROPE EUROPE

74% 79% 65%

71% 79%WESTERN 72% 28% CENTRAL
EUROPE ASIA
CENTRAL SOUTHERN
AMERICA CARIBBEAN 45%NORTHERN EUROPE 60% 31% 66% EASTERN
AFRICA ASIA
51% MIDDLE WESTERN SOUTHERN
16% AFRICA ASIA ASIA 69% SOUTH-EASTERN
72% ASIA
WESTERN 8% 64%
SOUTHERN AFRICA OCEANIA
AMERICA
10% EASTERN
AFRICA

41%

SOUTHERN
AFRICA

SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.

81 *ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES MAY EXCEED INTERNET PENETRATION VALUES. NOTES: DIFFERENCES IN DATA AVAILABILITY MEAN REGIONAL

FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. REGIONS AS PER THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.

JAN SOCIAL MEDIA USERS vs. POPULATION BY GENDER
2021
ACTIVE FEMALE AND MALE SOCIAL MEDIA USERS*, SHOWN AS A PERCENTAGE OF TOTAL FEMALE AND MALE POPULATIONS

NORTHERN EASTERN
EUROPE EUROPE

81 76 65 65

NORTHERN WESTERN 77 80 70 73 26 30 CENTRAL
AMERICA EUROPE ASIA
SOUTHERN
78 69 CARIBBEAN EUROPE 46 73 66 65 EASTERN
ASIA
70 72 51 51 55 WESTERN
NORTHERN 34 ASIA 17 44
CENTRAL 75 70 AFRICA
AMERICA SOUTHERN
SOUTHERN 12 19 MIDDLE ASIA
FEMALE (GLOBAL AVERAGE: 49.3%) AMERICA AFRICA
MALE (GLOBAL AVERAGE: 57.8%) WESTERN 66 72 SOUTH-EASTERN
AFRICA 69 ASIA

8 12 EASTERN
AFRICA

42 40 67 60

SOUTHERN OCEANIA
AFRICA

SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; THE UNITED NATIONS; THE U.S. CENSUS BUREAU. *ADVISORIES: “USERS” MAY

82 NOT REPRESENT UNIQUE INDIVIDUALS. USERS MAY IDENTIFY AS DIFFERENT GENDERS ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC

DATA FROM OTHER SOURCES. REGIONAL FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS DUE TO DIFFERENCES IN LOCAL AVAILABILITY. NOTE: REGIONS BASED ON THE U.N. GEOSCHEME.

JAN SOCIAL MEDIA USERS vs. TOTAL POPULATION
2021
ACTIVE SOCIAL MEDIA USERS* AS A PERCENTAGE OF THE TOTAL POPULATION

! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO SOURCE CHANGES.

99.0%
89.3%
88.1%
88.0%
86.0%
85.6%
84.9%
84.4%
83.6%
82.1%
82.0%
81.8%
80.7%
80.0%
79.9%
79.9%
79.3%
79.3%
78.7%
78.7%
78.1%
77.9%
77.2%
76.6%
76.4%
76.4%
76.0%
75.9%
74.3%
73.7%
72.3%
70.8%
70.3%
68.5%
67.9%
67.8%
64.6%
62.6%
61.8%
59.3%
53.6%
47.4%
41.9%
32.3%
26.1%
20.2%
15.8%

U.A.E.
SOUTH KOREA

TAIWAN
NETHERLANDS

MALAYSIA
HONG KONG

CANADA
SINGAPORE

DENMARK
SWEDEN

NEW ZEALAND
SWITZERLAND

PHILIPPINES
SPAIN

AUSTRALIA
AUSTRIA

ARGENTINA
SAUDI ARABIA

GERMANY
THAILAND

ISRAEL
U.K.

MEXICO
PORTUGAL

IRELAND
COLOMBIA

BELGIUM
FRANCE

JAPAN
VIETNAM

U.S.A.
TURKEY
BRAZIL
POLAND

ITALY
RUSSIA
CHINA
ROMANIA
INDONESIA
MOROCCO
WORLDWIDE
EGYPT
SOUTH AFRICA

INDIA
GHANA
KENYA
NIGERIA

SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH. VALUES

83 CAPPED AT 99%. NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT

UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.

JAN SOCIAL MEDIA USER GROWTH RANKINGS
2021
COUNTRIES AND TERRITORIES* WITH THE GREATEST YEAR-ON-YEAR CHANGE IN THE NUMBER OF SOCIAL MEDIA USERS

HIGHEST LEVELS OF RELATIVE GROWTH HIGHEST LEVELS OF ABSOLUTE GROWTH

# HIGHEST RELATIVE GROWTH ▲% ▲ USERS # LARGEST ABSOLUTE GROWTH ▲ USERS ▲%

01 TURKMENISTAN +108.3% +78,000 01 CHINA +110,000,000 +12.9%
02 SOUTH SUDAN +60.7% +170,000 02 INDIA +78,000,000 +21.2%
03 TAJIKISTAN +51.5% +340,000 03 PHILIPPINES +16,000,000 +21.9%
04 BENIN +45.5% +500,000 04 MEXICO +11,000,000 +12.4%
05 UZBEKISTAN +43.8% +1,400,000 05= BRAZIL +10,000,000
06 CHAD +42.4% +140,000 05= INDONESIA +10,000,000 +7.1%
07 RWANDA +39.3% +240,000 05= U.S.A. +10,000,000 +6.3%
08 TOGO +36.9% +240,000 08= BANGLADESH +4.3%
09 GHANA +36.7% +2,200,000 08= PAKISTAN +9,000,000 +25.0%
10 ANGOLA +36.4% +800,000 10 SPAIN +9,000,000 +24.3%
+8,100,000 +27.6%

SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.

84 NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE

INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.

JAN SHARE OF THE WORLD’S SOCIAL MEDIA USERS
2021
SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF THE WORLDWIDE TOTAL OF SOCIAL MEDIA USERS

NORTHERN NORTHERN EASTERN
AMERICA EUROPE EUROPE

7.0% 2.1% 4.9%

3.3% 3.9%WESTERN 2.8% 0.5% CENTRAL
EUROPE ASIA
CENTRAL SOUTHERN
AMERICA CARIBBEAN 2.8%NORTHERN EUROPE 4.3% 15.4% 28.1% EASTERN
AFRICA ASIA
0.6% MIDDLE WESTERN SOUTHERN
1.6% AFRICA ASIA ASIA 11.9% SOUTH-EASTERN
8.0% ASIA
WESTERN 0.4% 0.7%
SOUTHERN AFRICA OCEANIA
AMERICA
1.1% EASTERN
AFRICA

0.7%

SOUTHERN
AFRICA

SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.

85 NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN THAT REGIONAL FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. REGIONS AS PER THE U.N. GEOSCHEME. *ADVISORY: “USER”

FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: IMPORTANT SOURCE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.

JAN SHARE OF SOCIAL MEDIA USERS BY AGE AND GENDER
2021
SOCIAL MEDIA USERS OF EACH GENDER* IN EACH AGE GROUP* AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USERS AGED 13 AND ABOVE

18.8%

14.4% 13.4%
10.8%

9.0%
7.2%

3.1% 3.6% 4.7% 5.1%

3.0% 2.7% 2.2% 2.1%

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

13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

SOURCES: EXTRAPOLATIONS OF DATA FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: MOST SOCIAL MEDIA PLATFORMS DO NOT REPORT DATA FOR

86 GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIR AGE ON SOCIAL MEDIA, WHICH MAY AFFECT THE

COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC DATA FROM OTHER SOURCES. “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.

JAN SHARE OF SOCIAL MEDIA USERS BY GENDER
2021
FEMALE AND MALE SOCIAL MEDIA USERS AS A PERCENTAGE OF EACH REGION’S TOTAL SOCIAL MEDIA USERS*

NORTHERN EASTERN
EUROPE EUROPE

52 48 53 47

NORTHERN WESTERN 50 50 50 50 48 52 CENTRAL
AMERICA EUROPE ASIA
SOUTHERN
54 46 CARIBBEAN EUROPE 36 64 49 51 EASTERN
ASIA
50 50 51 49 62 WESTERN
NORTHERN 38 ASIA 27 73
CENTRAL 52 48 AFRICA
AMERICA SOUTHERN
SOUTHERN 38 62 MIDDLE ASIA
FEMALE (GLOBAL AVERAGE: 45.6%) AMERICA AFRICA
MALE (GLOBAL AVERAGE: 54.4%) WESTERN 48 52 SOUTH-EASTERN
AFRICA 40 60 ASIA

40 60 EASTERN
AFRICA

52 48 53 47

SOUTHERN OCEANIA
AFRICA

SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; THE U.N.; THE U.S. CENSUS BUREAU. *ADVISORIES: “USERS” MAY NOT

87 REPRESENT UNIQUE INDIVIDUALS. MOST PLATFORMS ONLY REPORT DATA FOR ‘FEMALE’ OR ‘MALE’ USERS, SO FIGURES REFLECT THOSE GENDERS’ SHARE OF THE COMBINED TOTAL. USERS MAY

IDENTIFY AS DIFFERENT GENDERS ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. OTHER SOURCES. NOTE: REGIONS AS PER U.N. GEOSCHEME.

JAN URBAN CONCENTRATION OF SOCIAL MEDIA USERS
2021
COMPARING THE CONCENTRATION OF NATIONAL POPULATIONS AND SOCIAL MEDIA USERS LOCATED IN CITIES WITH 100,000 OR MORE INHABITANTS

# COUNTRY POPULATION IN SOCIAL USERS IN SOCIAL vs. # COUNTRY POPULATION IN SOCIAL USERS IN SOCIAL vs.
CITIES (100K+) CITIES (100K+) POPULATION CITIES (100K+) CITIES (100K+) POPULATION
01 INDIA 16 THAILAND
02 U.S.A. 16% 63% 3.8x 17 U.K. 41% 44% 1.1x
03 INDONESIA 32% 42% 1.3x 18 FRANCE 44% 53% 1.2x
04 PAKISTAN 35% 65% 1.9x 19 TANZANIA 15% 34% 2.3x
05 BRAZIL 19% 87% 4.5x 20 ITALY 12% 91% 7.4x
06 NIGERIA 54% 62% 1.1x 21 SOUTH AFRICA 23% 41% 1.7x
07 BANGLADESH 21% 91% 4.4x 22 MYANMAR 41% 60% 1.5x
08 MEXICO 14% 71% 5.1x 23 KENYA 20% 52% 2.6x
09 ETHIOPIA 64% 69% 1.1x 24 COLOMBIA 12% 70% 5.8x
10 PHILIPPINES 6% 49% 8.4x 25 SPAIN 60% 74% 1.2x
11 EGYPT 29% 65% 2.3x 26 UGANDA 50% 51% 1.0x
12 VIETNAM 21% 88% 4.1x 27 ARGENTINA 7% 91% 12.5x
13 D.R. CONGO 12% 67% 5.7x 28 ALGERIA 60% 56% 0.9x
14 TURKEY 17% 78% 4.6x 29 UKRAINE 54% 76% 1.4x
15 GERMANY 81% 87% 1.1x 30 IRAQ 43% 68% 1.6x
35% 51% 1.5x 61% 88% 1.4x

88 SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS; UNITED NATIONS; WORLD POPULATION REVIEW.
ADVISORIES: POPULATION DATA MAY BE CONSIDERABLY OLDER THAN SOCIAL MEDIA DATA. SOCIAL MEDIA USER FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.

JAN SOCIAL MEDIA BEHAVIOURS
2021
PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA

VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET
NETWORK OR A MESSAGING OR CONTRIBUTED TO SOCIAL OF TIME PER DAY SPENT SOCIAL MEDIA ACCOUNTS USERS WHO USE SOCIAL
SERVICE IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIAL MEDIA MEDIA FOR WORK PURPOSES*
PER INTERNET USER*

98.1% 90.2% 2H 25M 8.4 40.4%

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

89 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES

PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW ENTREPRENEURS AND / OR BUSINESS PEOPLE.

90 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 04:15 JAN
COLOMBIA 03:45 2021
03:42
BRAZIL 03:42 DAILY TIME SPENT USING SOCIAL MEDIA
KENYA 03:41
NIGERIA 03:32 AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
SOUTH AFRICA 03:27
MEXICO 03:22
ARGENTINA 03:14
INDONESIA 03:08
GHANA 03:06
EGYPT 03:06
SAUDI ARABIA 03:01
MALAYSIA 02:57
TURKEY 02:55
02:48
U.A.E. 02:29
THAILAND 02:28
MOROCCO 02:25
02:25
RUSSIA 02:21
WORLDWIDE 02:18
02:17
INDIA 02:16
VIETNAM 02:07
PORTUGAL 02:04
SINGAPORE 01:59
ROMANIA 01:57
01:56
U.S.A. 01:55
CHINA 01:55
POLAND 01:54
HONG KONG 01:54
TAIWAN 01:52
IRELAND 01:49
NEW ZEALAND 01:48
ISRAEL 01:46
SPAIN 01:46
01:45
ITALY 01:41
U.K. 01:41
01:25
SWEDEN 01:24
AUSTRALIA 01:24
01:22
CANADA 01:08
BELGIUM 00:51
DENMARK
FRANCE
SWITZERLAND
GERMANY
NETHERLANDS
AUSTRIA
SOUTH KOREA

JAPAN

JAN DAILY TIME SPENT USING SOCIAL MEDIA
2021
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT GLOBAL INTERNET USERS SPEND USING SOCIAL MEDIA EACH DAY

03:14 02:45
02:39 02:29

02:20 02:14 02:01
01:47
01:35
01:21

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

91 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 EVOLUTION OF DAILY TIME SPENT USING SOCIAL MEDIA
2021
EVOLUTION IN THE AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA

2H 15M 2H 22M 2H 25M 2H 25M

2H 08M

1H 51M

Q3 2015 +14.8% Q3 2016 +5.3% Q3 2017 +5.6% Q3 2018 +1.7% Q3 2019 +0.4% Q3 2020

92 SOURCE: GWI (Q3 2015 – 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 THE WORLD’S MOST-USED SOCIAL PLATFORMS
2021
THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*

FACEBOOK1 2,740
YOUTUBE2
1,300 2,291
WHATSAPP1 1,221 2,000
FB MESSENGER1* 1,213
DATA UPDATED TO:
INSTAGRAM2 689 25 JANUARY 2021
WEIXIN / WECHAT1 617
600
TIKTOK1 511
QQ1 500
498
DOUYIN1** 481
SINA WEIBO1 442
430
TELEGRAM1 353
SNAPCHAT2 300
KUAISHOU1
PINTEREST1

REDDIT1*
TWITTER2
QUORA1*

SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.

93 *NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE

REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.

JAN TOP SOCIAL AND VIDEO STREAMING APPS BY TIME SPENT
2021
RANKINGS OF THE TOP SOCIAL MEDIA AND VIDEO STREAMING MOBILE APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020

TOP SOCIAL MEDIA MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT* TOP VIDEO STREAMING MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*

# SOCIAL MEDIA APP AVE. TIME PER USER # VIDEO STREAMING APP AVE. TIME PER USER

01 FACEBOOK 19.5 HOURS / MONTH 01 YOUTUBE 23.2 HOURS / MONTH
02 WHATSAPP 19.4 HOURS / MONTH 02 MX PLAYER 7.6 HOURS / MONTH
03 INSTAGRAM 10.3 HOURS / MONTH 03 NETFLIX 7.0 HOURS / MONTH
04 TIKTOK 13.3 HOURS / MONTH 04 HOTSTAR 4.5 HOURS / MONTH
05 FACEBOOK MESSENGER 2.7 HOURS / MONTH 05 AMAZON PRIME VIDEO 3.7 HOURS / MONTH
06 TWITTER 5.6 HOURS / MONTH 06 YOUTUBE GO 9.5 HOURS / MONTH
07 LINE 10.6 HOURS / MONTH 07 TWITCH 5.1 HOURS / MONTH
08 TELEGRAM 2.9 HOURS / MONTH 08 JIOTV 2.5 HOURS / MONTH
09 VK 13.9 HOURS / MONTH 09 YOUTUBE KIDS 6.2 HOURS / MONTH
10 WHATSAPP BUSINESS 9.3 HOURS / MONTH 10 VOOT 4.2 HOURS / MONTH

SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANK ORDER BASED ON THE TOTAL, CUMULATIVE TIME THAT ANDROID USERS AROUND THE WORLD

94 SPENT USING EACH MOBILE APP RESPECTIVE TO OTHER APPS IN EACH CATEGORY THROUGHOUT THE WHOLE OF 2020. *ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES.

DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.

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. INDIA 11.4 JAN
U.A.E. 10.7 2021
95 *NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE INDONESIA 10.5
SAUDI ARABIA 10.4 AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS
ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS EACH MONTH. MEXICO 10.2
THAILAND 10.0 AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)
PHILIPPINES 9.9
VIETNAM 9.9
COLOMBIA 9.8
BRAZIL 9.8
MALAYSIA 9.6
TURKEY 9.4
ARGENTINA 9.4
EGYPT 9.3
SINGAPORE 9.1
ROMANIA 8.9
SOUTH AFRICA 8.9
PORTUGAL 8.7
WORLDWIDE 8.4
HONG KONG 8.3
POLAND 8.3
SPAIN 8.1
TAIWAN 8.0
IRELAND 8.0
ITALY 7.8
KENYA 7.8
NIGERIA 7.7
NEW ZEALAND 7.6
SWEDEN 7.5
CHINA 7.4
BELGIUM 7.4
RUSSIA 7.3
AUSTRALIA 7.2
DENMARK 7.2
U.S.A. 7.1
NETHERLANDS 7.0
SWITZERLAND 6.9
6.9
U.K. 6.8
AUSTRIA 6.8
FRANCE 6.8
CANADA 6.6
6.3
ISRAEL 6.2
SOUTH KOREA 6.0
5.7
GHANA 3.8
GERMANY
MOROCCO

JAPAN

JAN SOCIAL MEDIA PLATFORMS: USER OVERLAPS
2021
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS

! THE PLATFORMS INCLUDED IN THE “WHO USE ANY OTHER PLATFORM” COLUMN HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

WHO USE ANY WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO WHO ALSO
OTHER PLATFORM USE FACEBOOK USE YOUTUBE USE INSTAGRAM USE REDDIT USE SNAPCHAT USE TWITTER USE TIKTOK USE PINTEREST

FACEBOOK USERS 98.9% 100.0% 92.3% 74.8% 17.7% 29.6% 53.8% 35.8% 35.2%

YOUTUBE USERS 98.7% 81.4% 100.0% 72.9% 17.6% 28.9% 52.0% 34.6% 34.3%

INSTAGRAM USERS 99.8% 85.5% 94.5% 100.0% 20.6% 35.3% 60.7% 40.5% 39.6%

REDDIT USERS 100.0% 84.1% 94.7% 85.5% 100.0% 56.8% 76.1% 56.5% 64.3%

SNAPCHAT USERS 99.9% 85.3% 94.4% 89.0% 34.4% 100.0% 68.3% 57.9% 53.8%

TWITTER USERS 99.8% 86.9% 95.3% 85.7% 25.9% 38.2% 100.0% 42.5% 42.3%

TIKTOK USERS 99.7% 85.0% 93.3% 84.2% 28.2% 47.7% 62.5% 100.0% 47.0%

PINTEREST USERS 99.8% 85.5% 94.6% 84.1% 32.9% 45.3% 63.7% 48.1% 100.0%

SOURCE: GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. PERCENTAGES REPRESENT

96 THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE

ANY OTHER PLATFORM” COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.

JAN REASONS FOR USING SOCIAL MEDIA
2021
PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA

STAY UP-TO-DATE WITH NEWS AND CURRENT EVENTS 36.5%
FIND FUNNY OR ENTERTAINING CONTENT 35.0%
FILL UP SPARE TIME 34.4%
STAY IN TOUCH WITH WHAT MY FRIENDS ARE DOING 33.0%
SHARE PHOTOS OR VIDEOS WITH OTHERS
RESEARCH PRODUCTS TO BUY 27.9%
GENERAL NETWORKING WITH OTHER PEOPLE 27.5%
BECAUSE A LOT OF MY FRIENDS ARE ON THEM 26.8%
SHARE MY OPINION 25.1%
MEET NEW PEOPLE 23.4%
NETWORK FOR WORK
MAKE SURE I DON’T MISS OUT ON ANYTHING (”FOMO”) 21.3%
WATCH OR FOLLOW SPORTS EVENTS 20.3%
FOLLOW CELEBRITIES AND CELEBRITY NEWS 18.9%
SHARE DETAILS OF WHAT I’M DOING IN MY DAILY LIFE 18.6%
PROMOTE OR SUPPORT CHARITABLE CAUSES 17.6%
16.3%

12.5%

97 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.

98 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. KENYA 84.8% JAN
NIGERIA 82.9% 2021
GHANA 75.1%
COLOMBIA 66.3% USE OF SOCIAL MEDIA FOR BRAND RESEARCH
PHILIPPINES 65.4%
INDONESIA 65.1% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
ARGENTINA 64.9%
MEXICO 64.7%
MOROCCO 63.5%
VIETNAM 62.6%
61.6%
BRAZIL 60.0%
SAUDI ARABIA 60.0%
SOUTH AFRICA 59.5%
56.4%
MALAYSIA 55.5%
EGYPT 54.5%
52.1%
THAILAND 50.6%
TURKEY 49.1%
U.A.E. 46.9%
ISRAEL 45.3%
INDIA 44.8%
TAIWAN 44.2%
POLAND 43.0%
42.5%
WORLDWIDE 42.0%
HONG KONG 41.7%
39.3%
PORTUGAL 34.9%
SINGAPORE 34.9%
34.3%
RUSSIA 33.4%
SPAIN 33.3%
ROMANIA 33.0%
AUSTRALIA 32.4%
NEW ZEALAND 31.7%
CHINA 31.5%
IRELAND 30.3%
ITALY 28.4%
SWEDEN 28.0%
DENMARK 28.0%
U.S.A. 27.8%
CANADA 26.3%
BELGIUM 26.2%
SWITZERLAND 26.2%
FRANCE 24.1%

U.K.
AUSTRIA
SOUTH KOREA
GERMANY

JAPAN
NETHERLANDS

JAN USE OF SOCIAL MEDIA FOR BRAND RESEARCH
2021
PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS

55.9% 48.1% 48.4%
51.0%

42.6% 42.2%

36.2% 35.3%

27.9% 28.3%

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

99 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.

100 SOUTH AFRICA 61.4% JAN
COLOMBIA 60.6% 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. INDONESIA 60.0%
*NOTE: IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW BRAZIL 59.0% INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
ENTREPRENEURS AND / OR BUSINESS PEOPLE. PHILIPPINES 57.6%
ARGENTINA 56.1% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
VIETNAM 55.9%
MEXICO 54.5%
MALAYSIA 53.2%
48.5%
SAUDI ARABIA 47.6%
U.A.E. 47.0%
47.0%
THAILAND 46.7%
TURKEY 46.2%
INDIA 42.5%
EGYPT 40.4%
39.7%
PORTUGAL 37.9%
WORLDWIDE 36.6%
36.4%
DENMARK 35.5%
SINGAPORE 35.1%
34.8%
ISRAEL 34.3%
CHINA 33.8%
TAIWAN 33.6%
IRELAND 33.0%
SPAIN 32.5%
HONG KONG 32.0%
SWITZERLAND 31.8%
ROMANIA 31.4%
NEW ZEALAND 30.8%
AUSTRIA 29.8%
RUSSIA 29.5%
SWEDEN 28.7%
28.6%
ITALY 28.5%
POLAND 27.1%
AUSTRALIA 25.4%
CANADA 24.8%
16.7%
U.K. 16.0%
U.S.A.
BELGIUM
NETHERLANDS
FRANCE
GERMANY
JAPAN
SOUTH KOREA