DIGITAL 2021 GLOBAL OVERVIEW REPORT

DIGIT
AL 2021
GLOBAL OVERVIEW REPORT
THELATESTINSIGHTS INTO HOW PEOPLEAROUND THEWORLD USE
THE INTERNET
,SOCIALMEDIA,MOBILEDEVICES,AND ECOMMERCE

SIMON KEMP
CEO,KEPIOS
REPORTAUTHOR
It’
s unlikely that2020 willgo down
as a ’good’yearin the record
books,butitwas certainly an
interesting yearindigital.
Many people connected to the
internetforthe firsttime as they
adapted to the challenges of
COVID-19,while existing users
embraced new digitaltools and
rediscovered old favourites.
As a result,many ofthe indicators
in ourGlobal DigitalReports have
seen remarkable levels ofgrowth
overthe past12 months.
Socialmedia delivered some ofthe
mostimpressive numbers,with users
increasing by more than 13 percent
since our2020 reports.Almosthalf
a billion users joined socialmedia
in the pastyear
,taking the global
totalto 4.2 billion in early 2021.
Growth hasn’tjustbeen about
usernumbers,though.The world’
s
mobile users now spend more
time on their phones than they
do watching television,clearly
positioning the smartphone as
today’
s ‘firstscreen’
.
Ecommerce is another area that
saw rapid growth in 2020,with
many people moving their shopping
online to mitigate the health risks
associated with COVID-19.
However
,research suggests that
the new ecommerce habits people
adopted during lockdown willlast
wellbeyond the pandemic.
More than three-quarters ofthe
world’
s internetusers say thatthey
buy something online each month,
with the value ofthese purchases
adding up to trillions ofdollars in
ecommerce revenue in 2020 alone.
The ways in which people discover
new brands and decide whatto
buy are evolving though,with 7 in
10 internetusers saying thatthey
now go beyond search engines
when they’re looking forinformation
aboutproducts and services to buy
.
Meanwhile,internetconnection
speeds have accelerated to
meetthe world’
s growing digital
demands,with the average mobile
connection now almost50 percent
faster than itwas this time lastyear
.
The demographics ofdigital
audiences have also evolved.Users
overthe age of65 accounted
forFacebook’
s fastestgrowing
audience overthe past12 months,
while women aged 55 to 64 are
now more likely to make online
purchases than men aged 16 to 24.
However
,3.2 billion people around
theworld stilldon’tuse theinternet,
and women in developing nations
are still under-represented online.
Various aspects ofdigitalhave
also become more politicised over
the pastyear;we’ve seen total
internetblocks insome countries,
while others have opted formore
targeted platformrestrictions.
Issues relating to individual privacy
and political sovereignty willlikely
add to the complexities ofthe
ongoing coronavirus pandemic in
2021,resulting in another yearof
change,uncertainty
,and disruption.
However
,with evermore people
relying on connected tech to help
themmanage almostevery aspect
ofdaily life,2021 may bring as
many opportunities as itdoes
challenges.
I hope thatthese reports help you
prepare equally wellforboth,and
that2021 goes down as a much
better yearin the record books.
DIGITAL IN 2021: BUSINESS AS UNUSUAL

CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY
HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL
ADOPTION IN EVERY COUNTRY AROUND THE WORLD
DIGIT
AL 2021
LOCAL COUNTRY HEADLINES
ESSENTIAL DIGITAL DATAFOR EVERY COUNTRY IN THEWORLD

GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS

!
IMPORTANT NOTES ON CHANGES TO DATA
Findings published in thisreport use thelatestavailable data at thetimeof production. In order toprovide themostaccurate
and up-to-dateinformation,wehavechanged thesourcesweusetoinformsomeofthenumbers,and wehavealso changed
the ways in which we calculate certain values. Consequently, various figures in this report will not be comparable with
similar figures that we published in previous Global Digital Reports. Wherever such changes affect data in this report, we
have included a  COMPARABILITY ADVISORY in the footnotes of each relevant slide, and in some cases we’ve also
added an alert beneath the chart’s headline. In particular
, please note that we no longer include data sourced from
social media platforms in our internetuser figures. As a result,theinternetuser numbers in thisyear’s reports may appear
lowerthanthoseinpreviousreports,butthisdoes notnecessarilyimplyan actualdrop ininternetusers.We haverecalculated
historical internetuser figures in order toprovide accurate growth figures in thisyear’s reports, butoverall values will not
be comparable withdata published in previous reports in thisseries. Please also note thatsocial media user numbers
may not represent unique individuals, becausesomepeoplemaymanagemultiplesocialmediaaccounts,andbecause
some active social media accounts may represent‘non-human’entitiessuch as animals, groups and organisations, locations,
and more.As a result,thefigures we publish forsocial media usersmay exceed thefigures we publish forinternetusers.This
may seem counter-intuitive, but the numbers in such instances are not incorrect. Separating social media user numbers from
internetuser numbers in thisway allows readers to make more informed choices, and enables themtouse thedata thathas
thegreatest relevance to their needs. Please see thecomplete listof data sources at theend of thisreport for furtherdetails.

TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
7.83
BILLION
URBANISATION:
56.4%
5.22
BILLION
vs.POPULATION:
66.6%
4.66
BILLION
vs.POPULATION:
59.5%
4.20
BILLION
vs.POPULATION:
53.6%
JAN DIGITAL AROUND THE WORLD
2021 ESSENTIAL HEADLINES FOR MOBILE, INTERNET
,AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU;GWI; EUROSTAT;CNNIC; APJII;SOCIAL MEDIA PLATFORMS’ SELF-SERVICEADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUESARE NOT COMPARABLE
TO DATAPUBLISHED IN PREVIOUS REPORTS.SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENTUNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
8

TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
+1.0%
JAN 2021 vs.JAN 2020
+81 MILLION
+1.8%
+93 MILLION
+7.3%
+316 MILLION
+13.2%
+490 MILLION
JAN GLOBAL DIGITAL GROWTH
2021 THEYEAR-ON-YEAR CHANGE IN DIGITALADOPTION
INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU;GWI; EUROSTAT;CNNIC; APJII;SOCIAL MEDIA PLATFORMS’ SELF-SERVICEADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUESARE NOT COMPARABLE
TO DATAPUBLISHED IN PREVIOUS REPORTS.SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENTUNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
9

BURST YOUR OWN BUBBLE
People aged 65+ are the fastestgrowing
audience on Facebook. Politicians are
going live on T
witchwhile gaming.A viral
TikT
ok helped a 90-year-old cranberry
juicecompany transform itsbrand
overnight. Challenge your preconceived
notions about digital consumption,
creation, and communitiestoopen up
new opportunitiesfor growth in 2021.
MOVE WITH CUSTOMER DEMAND
At the onset of the pandemic, analyzing
real-time conversations on social
helped brands pivot their offering based
on changing customer needs. T
hese
deep customerinsights, and the ability
toquickly adapt in response,
will remain a critical competitive
advantage in 2021 at a timewhen
public opinion changes so quickly.
STAND OUT WITH PURPOSE
In 2021, more consumers will turntodigital channels
todiscover products. Butwithout retail, events,and
otherin-person experiences, it’sharder than ever
todifferentiate. Purpose-driven initiatives make a
difference—more than a quarter of consumers have
bought a brand for thefirsttimebecause of the
company’
s values. But simply creating the veneer
of purpose on social media is a recipe for disaster
.
T
ruepurpose mustbe driven fromthetop.
THREE WAYS TO PAVE A NEW PATH TO GROWTH ONLINE IN 2021
HOOTSUITE’S PERSPECTIVE: DIGITAL TRENDS

In 2021, brands will focus
on the importance and
appreciation of the little
things, not just the big things
THE SIMPLE LIFE
Theinternethas become highly individualistic
and politicised, which, is leaving people
rethinkingthe role digital plays in their lives.
T
hey’re investing more time in life’
s simple joys
– thecalm of being in natureor thecomfort
of feeling partof a local community – and
shifting the way they engage withtheir feeds,
tocomplement and nurture these priorities.
In 2021, brands will get more
comfortable with cross-channel
experiences, using accessible media
as a bridge between channels
POP METAVERSES
Pop culture has always been about bringing
societiesand communitiestogether
.But
today, pop is playing a even greaterrole.
In a multi-platform, socially distanced and
increasingly fragmented media landscape,
people are engaging withshared musical
experiences as a way toconnect and have
funin virtualand digital spaces.
In 2021, brands will
humanise their customer
experience online through
intimate in-feed formats
IN-FEED INTIMACY
Recentyears have seen rising anxietiesaround the
damaging impact social can play on offlinerelationships.
Butas people reconnect withtheoriginal purpose of social
– tofeelconnected toloved ones and like-minded others
– some of these are beginning tofall away.Magnified
by necessity during lockdowns, people are getting
comfortable with humanising theirdigital communications,
seeking outhigher quality connections online.
SHIFTS IMPACTING THE ROLE OF DIGITAL IN OUR LIVES
WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2021

13
URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PERKM2)
OVERALLLITERACY
(ADUL
TS AGED 15+)
FEM ALELITERACY
(ADUL
TS AGED 15+)
M ALELITERACY
(ADUL
TS AGED 15+)
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
ANNUALCHANGE
IN T
OT
ALPOPULATION
MEDIAN
AGE
56.4% 60.2 86.5% 83.0%
SOURCES: EXTRAPOLATIONS OF DATAPUBLISHED BY:THE UNITED NATIONS; THE U.S. CENSUS BUREAU; THE WORLD BANK; UNESCO; UNICEF; THE CIA WORLD FACTBOOK; PEW RESEARCH;
INDEXMUNDI; PHRASEBASE; ETHNOLOGUE (ALLACCESSED JAN 2021). NOTE: THE UNITED NATIONS DOES NOT PUBLISH POPULATION DATAFOR GENDERS OTHER THAN ‘FEMALE’OR ‘MALE’.
89.9%
49.6% 50.4% +1.0% 31.0
7.83
BILLION
JAN POPULATION ESSENTIALS
2021 DEMOGRAPHICS AND OTHERKEY INDICAT
ORS

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
14
JAN
SOURCES: EXTRAPOLATIONS OF DATAPUBLISHED BY:THE UNITED NATIONS; THE U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES (ALLACCESSED JAN 2021).
NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
43
OCEANIA
6
72
1
,680
1
,
9
5
1
SOUTHERN
ASIA
7
5
282
WESTERN
ASIA
68
SOUTHERN
AFRICA
4
5
1
MIDDLE
AFRICA
182
407
WESTERN
AFRICA
2
48
EASTERN
EUROPE
293
152
SOUTHERN
EUROPE
1
96
NORTHERN
EUROPE
106
433
SOUTHERN
AMERICA
44
181
CENTRAL
AMERICA
370
2021 THETOTALNUMBER OF PEOPLE LIVING IN EACH REGION, IN MILLIONS
POPULATION BY REGION

7.
42
7.
51
7.
59
7.
67
7.
75
7.
83
2016 2017 2018 2019 2020 2021
+1.1% +1.1% +1.1% +1.1% +1.0%
JAN THE GLOBAL POPULATION OVER TIME
2021 THE GLOBAL POPULATION BY YEAR (IN BILLIONS), WITH YEAR-ON-YEAR CHANGE
15 SOURCE: EXTRAPOLATION OF DATAPUBLISHED BYTHE UNITED NATIONS (ACCESSED JAN 2021).

67
8
66
6
64
4 61
4
59
8
59
4
60
6 55
1 49
7
48
0 44
9 392
326
273
193
126
8
3 4
3
1
7
4.
4
0.
6
0–4
YEARS
OLD
5–9
YEARS
OLD
10– 14
YEARS
OLD
15– 19
YEARS
OLD
20– 24
YEARS
OLD
25– 29
YEARS
OLD
30– 34
YEARS
OLD
35– 39
YEARS
OLD
40– 44
YEARS
OLD
45– 49
YEARS
OLD
50– 54
YEARS
OLD
55– 59
YEARS
OLD
60– 64
YEARS
OLD
65– 69
YEARS
OLD
70– 74
YEARS
OLD
75– 79
YEARS
OLD
80– 84
YEARS
OLD
85– 89
YEARS
OLD
90– 94
YEARS
OLD
95– 99
YEARS
OLD
100+
YEARS
OLD
JAN AGE DISTRIBUTION OF THE GLOBAL POPULATION
2021 THE WORLD’S POPULATION BY FIVE-YEAR AGE GROUP (IN MILLIONS)
16 SOURCE: EXTRAPOLATION OF DATAPUBLISHED BYTHE UNITED NATIONS (ACCESSED JAN 2021).

17 SOURCES: DATAPUBLISHED BYTHE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES (ALLACCESSED JAN 2021).
48
.6
47.
5
46.3
45.8
45.1
44.9
44.0
43.6
43.4
43.3
43.1
42.7
42.5
42.4
42.3
42.0
41.9
41.2
41.1
40.6
40.3
39.7
38.6
38.4
38.4
38.1
38.0
33
.7
32.
7
32.
6
31.9
31.7
31.6
31.5
31.0
30.5
30.5
29.9
29.7
29.3
28.6
27.7
25.8
24.7
21
.6
20.3
18.1
JAPAN
ITAL
Y
PORTUGA
L
GERMANY
SPAIN
HONG
KONG
SOUTH
KOREA
AUSTRI
A
NETHERLAND
S
ROMANIA
SWITZERLAND
TAIWAN
SINGAPORE
FRANCE
DENMARK
BELGIUM
POLAND
CANADA
SWEDEN
U.K
.
THAILAN
D
RUSSIA
CHINA
IRELAND
U.S.A
.
NEW
ZEALAND
AUSTRALIA
BRAZI
L
VIETNAM
U.A.
E.
SAUDI
ARABIA
TURKE
Y
ARGENTINA
COLOMBIA
WORLDWIDE
ISRAE
L
MALAYSIA
INDONESIA
MOROCCO
JAN MEDIAN AGE BY COUNTRY
2021 THE AGE ATWHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN EACH COUNTRY OR REGION

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
18
JAN
SOURCES: EXTRAPOLATIONS OF DATAPUBLISHED BY:UNESCO; UNICEF; THE WORLD BANK; THE CIA WORLD FACTBOOK; PEW RESEARCH; INDEXMUNDI; PHRASEBASE; ETHNOLOGUE; THE
UNITED NATIONS (ALLACCESSED JAN 2021). NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
92 93
OCEANIA
92 95
96 99
65 8
1
SOUTHERN
ASIA
1
00 1
00
88 96
WESTERN
ASIA
87 87
SOUTHERN
AFRICA
6
1 73
MIDDLE
AFRICA
60 80
47 65
WESTERN
AFRICA
66 79
EASTERN
EUROPE
1
00 1
00
98 99
SOUTHERN
EUROPE
NORTHERN
EUROPE
99 99
99 99
94 95
SOUTHERN
AMERICA
CARIBBEAN
87 88
92 94
CENTRAL
AMERICA
NORTHERN
AMERICA
99 99
M ALE (GLOBALAVERAGE:89.9%)
FEM ALE (GLOBALAVERAGE:83.0%)
2021 PERCENTAGE OF EACH REGION’S POPULATION AGED 15+ THATCAN READ AND WRITE, DETAILED BY GENDER
LITERACY RATES BY REGION AND GENDER

19
SOURCES: THE WORLD BANK; KNOEMA (BOTHACCESSED JAN 2021). *NOTE: ‘INTERNATIONAL DOLLARS’ARE NOTIONAL MEASURES THATPROVIDEA CONSISTENT BASIS FOR COMPARISON.
ONE ‘INTERNATIONAL DOLLAR’WOULD BUYA COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY TO WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
$101,
649
$88,2
41
$70,9
89
$70,0
89
$65,298
$62,496
$60,178
$59,554
$58,946
$56,278
$55,820
$54,905
$54,020
$53,469
$51,342
$49,435
$49,040
$48,698
$44,248
$43,953
$43,236
$43,143
$42,195
$42,146
$36,639
$34,431
$32,297
$29,620
$29,181
$28,134
$23,040
$20,582
$19,277
$17,678
$16,830
$15,635
$15,300
$13,034
$12,335
$12,284
$9,302
$8,397
$7,826
$6,997
$5,652
$5,363
$4,521
SINGAPORE
IRELAN
D
SWITZERLAN
D
U.A.E.
U.S.A
.
HONG
KONG
DENMARK
NETHERLAND
S
AUSTRI
A
GERMANY
SWEDEN
BELGIUM
TAIWAN
AUSTRALIA
CANADA
FRANCE
SAUDI
ARABIA
U.K
.
ITAL
Y
NEW
ZEALAND
JAPAN
SOUTH
KOREA
SPAIN
ISRAEL
PORTUGA
L
POLAND
ROMANIA
MALAYSIA
RUSSIA
TURKEY
ARGENTINA
MEXICO
THAILAND
WORLDWIDE
CHINA
COLOMBIA
BRAZI
L
SOUTH
AFRICA
INDONESIA
EGYP
JAN GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)
2021 GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP)BASIS IN CURRENT INTERNATIONAL DOLLARS*

20
TV STREAMING
STICK OR DEVICE
GAMES
CONSOLE
SMARTHOME
DEVICE
SM ARTWATCH
OR WRISTBAND
VIRTUAL
REALITY DEVICE
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
NON-SM ARTPHONE
MOBILE PHONE
LAPT
OP OR DESKT
OP
COMPUTER
TABLET
DEVICE
14.4% 21.4% 12.3% 23.3%
SOURCE: GWI (Q3 2020). FIGURES REPRESENTTHE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
4.4%
97.1% 96.6% 9.0% 64.4% 34.3%
JAN DEVICE OWNERSHIP
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE

21
TIME SPENTLISTENING T
O
MUSIC STREAMING SERVICES
TIME SPENTLISTENING
T
O BROADCASTRADIO
TIME SPENTLISTENING
T
O PODCASTS
TIME SPENTPLAYING VIDEO
GAMES ON A GAMES CONSOLE
TIME SPENTUSING THE
INTERNET(ALLDEVICES)
TIME SPENTWATCHING TELEVISION
(BROADCASTAND STREAMING)
TIME SPENTUSING
SOCIAL MEDIA
TIME SPENTREADING PRESS MEDIA
(ONLINEAND PHYSICALPRINT)
1H 31M 1H 00M 0H 54M 1H 12M
*NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-
ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AS WELLAS PHYSICALPRINTMEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
6H 54M 3H 24M 2H 25M 2H 02M
JAN DAILY TIME SPENT WITH MEDIA
2021 THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES

23
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATAPUBLISHED BY:THE ITU;LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT;APJII;CNNIC; THE UNITED
NATIONS. DATAFOR TIME SPENTAND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURESARE NOT COMPARABLE WITH DATAPUBLISHED IN PREVIOUS REPORTS.
T
OT
ALNUMBER
OF GLOBAL
INTERNETUSERS
INTERNET USERS AS A
PERCENT
AGE OF T
OT
AL
GLOBALPOPULATION
ANNUALCHANGE
IN THE NUMBEROF
GLOBALINTERNETUSERS
AVERAGE DAIL
Y TIME SPENT
USING THE INTERNETBY
EACH INTERNETUSER
PERCENT
AGE OFUSERS
ACCESSING THE INTERNET
VIA MOBILE DEVICES
59.5% 6H 54M 92.6%
4.66
BILLION
+7.3%
+316 MILLION
2021 A SNAPSHOTOF INTERNETUSEAROUND THE WORLD
JAN OVERVIEW OF GLOBAL INTERNET USE
! INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

24
SOURCES: ITU;CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALLACCESSED JAN 2021). *NOTE: ITU USER NUMBER BASED ON THE PUBLISHED PENETRATION FIGURE
COMPARED TO LATEST POPULATION DATAFROM THEUNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THATWE REPORTFOR INTERNET USERS REFERENCES DATAFROM VARIOUS
DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE.AS A RESULT
,OUR OVERALLFIGURE MAY NOT MATCH ANY OF THETOTALS REPORTED ON THIS SLIDE.
GLOBALINTERNETUSERS:
ITUDAT
A*
CIA WORLD F
ACTBOOK DAT
A
INTERNETWORLDST
A
TS DA
T
A
INTERNETLIVEST
ATS DAT
A
4.03
BILLION
vs.POPULATION:
51.4%
4.10
BILLION
vs.POPULATION:
53.9%
4.93
BILLION
vs.POPULATION:
62.9%
4.79
BILLION
vs.POPULATION:
61.2%
JAN DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS
2021 GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE

25
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATAPUBLISHED BY:THE ITU;LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT;APJII;CNNIC; THE UNITED
NATIONS. DATAFOR TIME SPENTAND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURESARE NOT COMPARABLE WITH DATAPUBLISHED IN PREVIOUS REPORTS.
T
OT
ALNUMBEROF
MOBILE INTERNETUSERS
(CELLULARAND / OR WIFI)
MOBILE INTERNETUSERS
AS A PERCENT
AGE OF
T
OT
ALINTERNETUSERS
SMARTPHONE INTERNET
USERS AS A PERCENT
AGE
OFT
OT
ALINTERNETUSERS
FEATURE PHONE INTERNET
USERS AS A PERCENT
AGE
OFT
OT
ALINTERNETUSERS
AVERAGE DAIL
Y TIME SPENT
USING THE INTERNET
ON MOBILE DEVICES
92.6% 91.5% 3.5% 3H 39M
4.32
BILLION
2021 INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
JAN MOBILE INTERNET USE

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
26
JAN
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATAPUBLISHED BY:THE ITU;LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT;APJII;CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURESARE NOT COMPARABLE WITH DATAPUBLISHED IN PREVIOUS
REPORTS.NOTES: PERCENTAGES REPRESENTSHARE OF TOTALPOPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
71%
OCEANIA
69%
68%
42%
SOUTHERN
ASIA
57%
74%
WESTERN
ASIA
62%
SOUTHERN
AFRICA
2
4%
MIDDLE
AFRICA
26%
42%
WESTERN
AFRICA
56%
EASTERN
EUROPE
82%
86%
SOUTHERN
EUROPE
93%
NORTHERN
EUROPE
96%
72%
SOUTHERN
AMERICA
62%
67%
CENTRAL
AMERICA
90%
2021 NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTALPOPULATION
INTERNET USERS vs. TOTAL POPULATION BY REGION

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
27
JAN
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATAPUBLISHED BY:THE ITU;LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT;APJII;CNNIC.
NOTES: FIGURES REPRESENTSHARE OF TOTALGLOBAL INTERNET USERS. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
0.7%
OCEANIA
9
.9%
2
4.4
%
17.7%
SOUTHERN
ASIA
0.
9%
4.5%
WESTERN
ASIA
0.9%
SOUTHERN
AFRICA
2.4
%
MIDDLE
AFRICA
1.0%
3.6%
WESTERN
AFRICA
3.0
%
EASTERN
EUROPE
5.1%
2.8%
SOUTHERN
EUROPE
3.
9%
NORTHERN
EUROPE
2.2%
6.7%
SOUTHERN
AMERICA
0.
6%
2.6%
CENTRAL
AMERICA
7
.2%
2021 THE NUMBER OF INTERNET USERS IN EACH REGION AS A PERCENTAGE OF THE TOTALNUMBER OF GLOBAL INTERNET USERS
SHARE OF GLOBAL INTERNET USERS BY REGION

28
JAN
2021
NOTE: VALUES HAVE BEEN CAPPEDAT99%. ADVISORY: INTERNET USER NUMBERS NO LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURESARE NOT COMPARABLE
WITH DATAPUBLISHED IN PREVIOUS REPORTS.
99.
0%
98.1%
98.0%
97.0%
97.0%
96.0%
96.0%
95.7%
94.0%
94.0%
94.0%
93.0%
92.0%
91.0%
91.0%
91.0%
91.0%
90.0%
90.0%
90.0%
89.0%
89.0%
88.0%
85.0%
84.5%
84.2%
84.2%
83.7%
80.7%
80.0%
77.7%
75.0%
74.4%
73.7%
71.0%
70.3%
69.5%
68.0%
67.0%
65.2%
64.0%
59.5%
57.3%
50.0%
50.0%
45.0%
40.0%
U.A.E.
DENMARK
SWEDEN
SOUTH
KOREA
SWITZERLAND
NETHERLAND
S
U.K
.
SAUDI
ARABIA
CANADA
GERMANY
NEW
ZEALAND
JAPAN
HONG
KONG
BELGIU
M
FRANCE
IRELAND
SPAIN
SINGAPORE
TAIWAN
U.S.A
.
AUSTRALI
A
AUSTRIA
ISRAEL
RUSSIA
POLAND
PORTUGA
L
MALAYSIA
ITAL
Y
ROMANIA
ARGENTINA
TURKE
Y
BRAZIL
MOROCCO
INDONESIA
MEXICO
VIETNAM
THAILAND
COLOMBIA
PHILIPPINE
S
CHINA
SOUTH
AFRICA
WORLDWIDE
INTERNET ADOPTION BY COUNTRY
PERCENTAGE OF THE TOTALPOPULATION THAT USES THE INTERNET

29
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATAPUBLISHED BY:THE ITU;LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT;APJII; CNNIC; THE U.N.
*NOTES: VALUES HAVE BEEN CAPPEDAT99%. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF ATLEAST 50,000 PEOPLE. ADVISORY: INTERNET USER NUMBERS NO
LONGER INCLUDE DATASOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURESARE NOT COMPARABLE WITH DATAPUBLISHED IN PREVIOUS REPORTS.
LOWESTLEVELSOF INTERNETADOPTION
HIGHESTLEVELSOF INTERNETADOPTION
# HIGHEST ADOPTION % POP. № OF USERS # LOWEST ADOPTION % POP. № OF USERS
01= BAHRAIN 99.0%* 1,707,533 215 NORTH KOREA <0.1% [INTERNET BLOCKED]
01= ICELAND 99.0%* 338,880 214 ERITREA 6.9% 248,199
01= KUWAIT 99.0%* 4,256,466 213 SOUTH SUDAN 8.0% 900,716
01= NORWAY 99.0%* 5,388,956 212 COMOROS 8.5% 74,537
01= QATAR 99.0%* 2,876,630 211 CENTRAL AFRICAN REP. 11.4% 557,085
01= U.A.E. 99.0%* 9,841,208 210 SOMALIA 12.1% 1,954,774
07 BERMUDA 98.4% 61,169 209 BURUNDI 13.3% 1,606,122
08 DENMARK 98.1% 5,689,589 208 NIGER 13.6% 3,363,848
09 SWEDEN 98.0% 9,927,075 207 KIRIBATI 14.6% 17,558
10 ARUBA 97.2% 103,953 206 LIBERIA 14.9% 760,994
JAN INTERNET ADOPTION RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE HIGHEST AND LOWEST LEVELSOF INTERNET ADOPTION

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
30
JAN
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATAPUBLISHED BY:THE ITU;LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT;APJII;CNNIC.
REPORTS.NOTES: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
+3.4%
OCEANIA
+9
.6%
+8.
4
%
+9.1%
SOUTHERN
ASIA
+6.
7%
+4.2%
WESTERN
ASIA
+4.4%
SOUTHERN
AFRICA
+10.2%
MIDDLE
AFRICA
+21
.3%
+17.2%
WESTERN
AFRICA
+9
.
1
%
EASTERN
EUROPE
+4.7%
+1.5%
SOUTHERN
EUROPE
+1.
7%
NORTHERN
EUROPE
+1.0%
+5.3%
SOUTHERN
AMERICA
+4
.3%
+4.7%
CENTRAL
AMERICA
+3.4%
2021 YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE USING THE INTERNET BY REGION
GROWTH IN INTERNET USERS BY REGION

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
31
JAN
REPORTS.NOTES: FIGURES REPRESENTTHE NUMBER OF PEOPLE(IN MILLIONS) WHO DO NOT USE THEINTERNET
. REGIONS BASED ON THEUNITED NATIONS GEOSCHEME.
1
2
OCEANIA
208
543
1
,
1
2
8
SOUTHERN
ASIA
32
74
WESTERN
ASIA
26
SOUTHERN
AFRICA
34
1
MIDDLE
AFRICA
135
238
WESTERN
AFRICA
1
1
0
EASTERN
EUROPE
54
2
1
SOUTHERN
EUROPE
1
4
NORTHERN
EUROPE
5
121
SOUTHERN
AMERICA
1
7
60
CENTRAL
AMERICA
35
2021 THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET
THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES

32
REPORTS.*NOTE: THE INTERNET (AS THE RESTOF THEWORLD KNOWS IT)REMAINS BLOCKED FOR EVERYDAYCITIZENS IN NORTH KOREA.
HIGHESTSHARE OF POPULATION NOTUSING THE INTERNET
GREATEST NUMBER OF PEOPLE NOT USING THE INTERNET
# COUNTRY / TERRITORY UNCONNECTED % POP. # COUNTRY / TERRITORY % POP. UNCONNECTED
01 INDIA 762,679,782 55.0% 01 NORTH KOREA >99.9%* 25,832,873
02 CHINA 501,927,863 34.8% 02 ERITREA 93.1% 3,325,640
03 PAKISTAN 161,693,674 72.5% 03 SOUTH SUDAN 92.0% 10,386,447
04 BANGLADESH 117,888,798 71.2% 04 COMOROS 91.5% 804,438
05 NIGERIA 104,376,786 50.0% 05 CENTRAL AFRICAN REP. 88.6% 4,317,582
06 ETHIOPIA 92,453,081 79.4% 06 SOMALIA 87.9% 14,169,900
07 INDONESIA 72,308,968 26.3% 07 BURUNDI 86.7% 10,465,606
08 DEM. REP. OF THE CONGO 69,819,115 76.8% 08 NIGER 86.4% 21,300,547
09 BRAZIL 53,318,805 25.0% 09 KIRIBATI 85.4% 102,855
10 TANZANIA 45,457,430 75.0% 10 LIBERIA 85.1% 4,357,582
JAN THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES
2021 COUNTRIES AND TERRITORIES* WITH THE GREATEST NUMBER AND HIGHEST PERCENTAGE OF PEOPLE WHO DO NOT USE THE INTERNET

33
6H20M 6H29M
6H46M 6H48M 6H38M
6H54M
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENTTHE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+2.4% +4.4% +0.5% -2.5% +4.0%
JAN EVOLUTION OF DAILY TIME SPENT USING THE INTERNET
2021 EVOLUTION IN THE AVERAGE AMOUNT OF TIME PERDAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA ANY DEVICE

10:56
10:08
10:07
10:06
09:39
09:17
09:01
08:52
08:44
08:08
08:07
07:57
07:52
07:45
07:36
07:27
07:26
07:24
07:20
07:15
07:11
06:54
06:47
06:44
06:39
06:36
06:30
06:26
06:26
06:22
06:15
06:13
06:11
05:46
05:40
05:37
05:37
05:28
05:28
05:26
05:22
05:16
04:25
PHILIPPINES
BRAZI
L
COLOMBIA
SOUTH
AFRICA
ARGENTINA
MALAYSIA
MEXICO
INDONESIA
THAILAND
TAIWAN
SINGAPORE
TURKE
Y
RUSSIA
SAUDI
ARABIA
EGYP
T
ISRAEL
ROMANIA
U.A.
E.
PORTUGAL
HONG
KONG
U.S.A
.
WORLDWIDE
VIETNAM
POLAND
NEW
ZEALAND
INDIA
IRELAND
CANADA
U.K
.
ITAL
Y
SWEDEN
AUSTRALI
A
SPAIN
AUSTRIA
SWITZERLAN
D
FRANCE
SOUTH
KOREA
BELGIU
M
NETHERLAND
JAN DAILY TIME SPENT USING THE INTERNET
2021 AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
34 SOURCE: GWI (Q3 2020). FIGURES REPRESENTTHE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.

05:
54
05:
17
05:0
7
05:04
05:02
04:58
04:55
04:55
04:52
04:39
04:36
04:25
04:20
04:20
04:19
04:04
04:03
03:56
03:45
03:44
03:40
03:39
03:36
03:29
03:24
03:18
03:13
03:10
03:07
02:58
02:57
02:56
02:48
02:46
02:45
02:45
02:44
02:42
02:36
02:25
02:24
02:22
02:17
02:14
02:05
02:03
01:37
PHILIPPINES
BRAZI
L
THAILAND
INDONESIA
COLOMBIA
KENYA
NIGERIA
SOUTH
AFRICA
ARGENTINA
MEXICO
MALAYSIA
SAUDI
ARABIA
EGYP
T
GHANA
TURKEY
TAIWAN
U.A.
E.
MOROCCO
INDIA
ROMANIA
SINGAPORE
WORLDWIDE
HONG
KONG
RUSSIA
ISRAEL
VIETNAM
U.S.A
.
CHINA
PORTUGA
L
ITAL
Y
POLAND
IRELAN
D
SPAIN
SOUTH
KOREA
NEW
ZEALAND
SWEDEN
U.K
.
CANADA
AUSTRALIA
NETHERLAND
S
AUSTRI
JAN DAILY TIME SPENT USING THE INTERNET VIA MOBILES
2021 AVERAGE AMOUNT OF TIME PERDAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE PHONES

05:
12
05:0
5
05:02
04:51
04:47
04:41
04:26
04:23
04:22
04:12
04:03
04:03
03:58
03:55
03:48
03:47
03:44
03:42
03:41
03:39
03:38
03:37
03:37
03:34
03:30
03:29
03:24
03:23
03:23
03:22
03:21
03:20
03:19
03:19
03:16
03:16
03:13
03:13
03:04
02:51
02:51
02:47
02:
11
SOUTH
AFRICA
COLOMBIA
PHILIPPINE
S
BRAZI
L
ARGENTINA
MALAYSIA
SINGAPORE
RUSSIA
MEXICO
PORTUGA
L
ISRAE
L
TAIWAN
U.S.A.
NEW
ZEALAND
INDONESIA
POLAND
CANADA
ROMANIA
U.K
.
HONG
KONG
THAILAND
AUSTRALIA
TURKE
Y
IRELAND
SWEDEN
VIETNAM
ITAL
Y
BELGIU
M
SPAIN
AUSTRI
A
U.A.
E.
FRANCE
SAUDI
ARABIA
SWITZERLAN
D
JAN DAILY TIME SPENT USING THE INTERNET VIA COMPUTERS
2021 AVERAGE AMOUNT OF TIME PERDAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA LAPTOPS, DESKTOPS, OR TABLETS

37
37.7% 39.1%
45.6%
49.4% 50.8% 52.8%
NOTE: GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REPRESENTRELATIVEYEAR-ON-YEAR GROWTH, NOT THEABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+3.9% +16.5% +8.3% +2.9% +3.9%
JAN MOBILE’S SHARE OF DAILY INTERNET TIME
2021 DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTALDAILY INTERNET TIME

38
58.5%
55.9%
53.1%
48.7%
55.0%
52.4%
50.7%
46.2%
43.3%
40.1%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
JAN MOBILE’S SHARE OF DAILY INTERNET TIME
2021 DAILY TIME THAT GLOBAL INTERNET USERS SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTALDAILY INTERNET TIME

39
SOURCE: OOKLA (JAN 2021). FIGURES REPRESENTAVERAGE DOWNLOAD AND UPLOAD SPEEDS (IN MEGABITS PER SECOND) AND CONNECTION LATENCY (IN MILLISECONDS) IN DECEMBER
2020, WITH COMPARISONS TO THE EQUIVALENT VALUES IN DECEMBER 2019. *NOTE: A NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTSAN IMPROVEMENT, BECAUSE
LOWER LATENCY RESULTS IN FASTER CONTENT DELIVERY
.
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNETCONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OFFIXED
INTERNETCONNECTIONS
DOWNLOAD (MBPS): DOWNLOAD: DOWNLOAD (MBPS): DOWNLOAD:
47.20 +47.5% 96.43 +31.1%
UPLOAD (MBPS): UPLOAD: UPLOAD (MBPS): UPLOAD:
12.67 +5.4% 52.31 +29.3%
LATENCY (MS): LATENCY*: LATENCY (MS): LATENCY*:
36 -22.2% 21 -22.5%
JAN INTERNET CONNECTION SPEEDS: OVERVIEW
2021 AVERAGE DOWNLOAD AND UPLOAD SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS

40 SOURCE: OOKLA SPEEDTEST(JAN 2021). FIGURES REPRESENTAVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN DECEMBER 2020.
177.
52
169.03
155.89
112.
68
109.4
8
100.98
97.39
89.89
78.53
77.16
74.14
72.13
70.43
67.33
66.82
63.15
60.96
59.19
56.44
56.22
51.75
48.86
46.96
45.93
43.36
42.70
40.83
40.83
40.09
38.95
36.68
34.79
34.51
32.08
29.88
29.26
28.19
25.60
25.06
24.24
22.50
20.42
18.40
17.61
17.26
13.89
12.91
U.A.
E.
SOUTH
KOREA
CHINA
AUSTRALIA
SAUDI
ARABIA
NETHERLAND
S
CANADA
SWITZERLAND
NEW
ZEALAND
DENMARK
TAIWAN
HONG
KONG
SWEDEN
U.S.A
.
SINGAPORE
BELGIUM
GERMANY
U.K
.
FRANCE
AUSTRIA
THAILAN
D
SPAIN
JAPAN
ROMANIA
PORTUGAL
WORLDWIDE
IRELAND
ITAL
Y
POLAND
SOUTH
AFRICA
MOROCCO
TURKE
Y
VIETNAM
MEXICO
ISRAEL
BRAZIL
ARGENTINA
MALAYSIA
KENYA
RUSSIA
PHILIPPINE
S
EGYP
T
NIGERIA
JAN AVERAGE MOBILE INTERNET CONNECTION SPEEDS
2021 THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MEGABITS PERSECOND (MBPS)

41
SOURCE: OOKLA SPEEDTEST(JAN 2021). FIGURES REPRESENTAVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN DECEMBER 2020, WITH COMPARISONS TOAVERAGE
MOBILE DOWNLOAD SPEEDS IN DECEMBER 2019. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF ATLEAST 50,000 PEOPLE FOR WHICH RELEVANT DATAARE
AVAILABLE IN JANUARY 2021.
F
ASTESTMOBILE INTERNETCONNECTION SPEEDS SLOWESTMOBILE INTERNETCONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 QATAR 178.01 +124.7% 139 AFGHANISTAN 6.62 -2.9%
02 U.A.E. 177.52 +104.6% 138 VENEZUELA 7.48 -10.4%
03 SOUTH KOREA 169.03 +63.8% 137 PALESTINE 7.55 +22.4%
04 CHINA 155.89 +130.2% 136 SUDAN 10.26 +19.3%
05 AUSTRALIA 112.68 +66.5% 135 BANGLADESH 10.64 -1.5%
06 KUWAIT 110.59 +137.7% 134 SOMALIA 11.39 -0.2%
07 SAUDI ARABIA 109.48 +97.0% 133 ZAMBIA 11.42 -10.1%
08 NORWAY 105.79 +58.1% 132 UGANDA 12.52 -21.1%
09 NETHERLANDS 100.98 +50.5% 131 TANZANIA 12.58 -1.0%
10 CANADA 97.39 +37.7% 130 UZBEKISTAN 12.66 +33.1%
JAN MOBILE INTERNET CONNECTION SPEED RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS

42 SOURCE: OOKLA SPEEDTEST(JAN 2021). FIGURES REPRESENTAVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN DECEMBER 2020.
308.
35
245.
31
226.80
190.
60
188.
88
185.
36
178.8
7
173.67
171.33
169.00
163.51
158.66
156.01
150.27
142.69
141.98
139.93
136.21
130.99
125.15
114.42
113.19
100.21
98.90
96.43
93.67
81.07
80.86
79.64
78.10
76.71
70.50
60.88
58.83
53.90
49.54
48.46
44.81
44.48
38.25
34.88
31.44
28.89
23.32
23.00
THAILAND
SINGAPORE
HONG
KONG
ROMANIA
SWITZERLAN
D
DENMARK
FRANCE
U.S.A.
SOUTH
KOREA
SPAIN
SWEDEN
CHINA
CANADA
JAPAN
TAIWAN
NEW
ZEALAND
PORTUGAL
NETHERLAND
S
U.A.
E.
ISRAEL
POLAND
GERMANY
BELGIUM
IRELAND
WORLDWIDE
MALAYSIA
U.K
.
RUSSIA
SAUDI
ARABIA
BRAZI
L
ITAL
Y
AUSTRIA
VIETNAM
AUSTRALI
A
INDIA
GHANA
ARGENTINA
COLOMBIA
MEXICO
SOUTH
AFRICA
EGYP
T
PHILIPPINE
S
TURKE
JAN AVERAGE FIXED INTERNET CONNECTION SPEEDS
2021 THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MEGABITS PERSECOND (MBPS)

43
SOURCE: OOKLA SPEEDTEST(JAN 2021). FIGURES REPRESENTAVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN DECEMBER 2020, WITH COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS IN DECEMBER 2019. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF ATLEAST 50,000 PEOPLE FOR WHICH RELEVANTDATAAREAVAILABLE IN
JANUARY 2021.
F
ASTESTFIXED INTERNETCONNECTION SPEEDS SLOWESTFIXED INTERNETCONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 THAILAND 308.35 +146.4% 173 TURKMENISTAN 3.09 +80.7%
02 SINGAPORE 245.31 +22.6% 172 CUBA 4.30 -19.9%
03 HONG KONG 226.80 +37.6% 171 YEMEN 4.67 +6.4%
04 ROMANIA 190.60 +31.5% 170 ALGERIA 5.29 +34.9%
05 SWITZERLAND 188.88 +30.9% 169 MAURITANIA 5.90 +20.2%
06 DENMARK 185.36 +54.6% 168 SUDAN 6.23 -8.5%
07 HUNGARY 183.29 +43.1% 167 SYRIA 8.54 +16.8%
08 FRANCE 178.87 +36.3% 166 DEM. REP. OF THE CONGO 8.78 +40.5%
09 U.S.A. 173.67 +32.8% 165 AFGHANISTAN 8.91 +28.8%
10 ANDORRA 172.81 +59.4% 164 TUNISIA 9.52 +4.4%
JAN FIXED INTERNET CONNECTION SPEED RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS

44
SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY
. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’VALUES REPRESENTBASIS POINTS, AND INDICATE THEABSOLUTE CHANGE IN SHARE VALUES.
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
55.7% 41.4% 2.8% 0.07%
DEC 2020 vs. DEC 2019:
+4.6%
DEC 2020 vs. DEC 2019:
-5.8%
DEC 2020 vs. DEC 2019:
+3.3%
DEC 2020 vs. DEC 2019:
[UNCHANGED]
+244 BPS -253 BPS +9 BPS
2021 EACH DEVICE’S SHARE OF TOTALWEB PAGES SERVED TO WEB BROWSERS
JAN SHARE OF WEB TRAFFIC BY DEVICE
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY,AND DO NOT INCLUDE DATAFOR OTHER CONNECTED ACTIVITIES (E.G.USE OF NATIVE MOBILE APPS)
!

45 SOURCE: STATCOUNTER (JAN 2021), BASED ON WEB TRAFFIC IN DECEMBER 2020.
82.
1%
79.4%
76.6%
76.6%
74.2%
70.5%
68.6%
66.9%
61.6%
60.5%
60.2%
59.1%
58.2%
57.5%
56.7%
56.1%
55.7%
55.7%
54.5%
53.3%
52.9%
52.9%
52.6%
52.2%
51.9%
51.3%
51.0%
50.8%
47.4%
47.3%
47.3%
47.0%
46.7%
45.8%
45.5%
45.4%
45.2%
44.2%
43.9%
41.4%
41.1%
40.1%
38.3%
38.0%
35.2%
31.0%
26.0%
NIGERIA
SOUTH
AFRICA
GHANA
INDIA
KENYA
TURKEY
EGYPT
INDONESIA
CHINA
U.A.E.
THAILAND
ARGENTINA
SINGAPORE
MALAYSIA
ISRAE
L
MEXICO
IRELAND
WORLDWIDE
ROMANIA
MOROCCO
SAUDI
ARABIA
COLOMBIA
POLAND
SOUTH
KOREA
TAIWAN
PHILIPPINE
S
BRAZI
L
SPAIN
U.S.A.
SWEDEN
HONG
KONG
ITAL
Y
U.K
.
NEW
ZEALAND
JAPAN
FRANCE
AUSTRALIA
GERMANY
AUSTRIA
SWITZERLAND
NETHERLAND
S
VIETNAM
CANADA
BELGIUM
2021 PERCENTAGE OF ALLWEB PAGES SERVED TO WEB BROWSERS ON MOBILE PHONES
JAN MOBILE’S SHARE OF WEB TRAFFIC
!

46
38.6%
50.3% 52.4%
49.0%
53.3%
55.7%
SOURCE: STATCOUNTER (ACCESSED JAN 2021). NOTES: FIGURES REPRESENTMOBILE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY
. YEAR-ON-YEAR CHANGE VALUESARE
RELATIVE(I.E.AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
DEC
2015
DEC
2016
DEC
2017
DEC
2018
DEC
2019
DEC
2020
+30% +4.3% -6.5% +8.6% +4.6%
2021 SHARE OF TOTALWEB TRAFFIC SERVED TO WEB BROWSERS ON MOBILE PHONES OVER TIME, WITH YEAR-ON-YEAR CHANGE
JAN EVOLUTION OF MOBILE’S SHARE OF WEB TRAFFIC
!

47
SOURCE: STATCOUNTER (ACCESSED JANUARY 2021). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY
. BROWSER SHARE VALUESARE FOR DECEMBER 2020; CHANGE FIGURES
COMPARE EACH BROWSER’S SHARE IN DECEMBER 2020 TO ITS SHARE IN DECEMBER 2019. CHANGE VALUESARE RELATIVE (I.E.AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%).
MICROSOFTEDGE* OPERA INTERNETEXPLORER OTHER
CHROME SAF
ARI FIREFOX SAMSUNG INTERNET
3.4%
+66% Y-O-Y
2.3%
-0.9% Y-O-Y
1.1%
-33% Y-O-Y
3.4%
-31% Y-O-Y
63.4%
-0.4% Y-O-Y
19.3%
+8.9% Y-O-Y
3.8%
-14% Y-O-Y
3.5%
+0.3% Y-O-Y
JAN SHARE OF GLOBAL WEB TRAFFIC BY BROWSER
2021 BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE

63.0%
56.3%
55.6%
51.9%
51.7%
47.6%
46.4%
46.3%
44.4%
42.6%
38.7%
36.3%
35.2%
32.2%
30.7%
29.9%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP TO DATE WITH NEWS AND EVENTS
RESEARCHING HOW TO DO THINGS
WATCHING VIDEOS, TV SHOWS, AND MOVIES
FINDING NEW IDEAS OR INSPIRATION
RESEARCHING PRODUCTS AND BRANDS
ACCESSING OR LISTENING TO MUSIC
FILLING UP SPARE TIME AND GENERAL BROWSING
EDUCATION AND STUDY-RELATED ACTIVITIES
RESEARCHING PLACES, TRAVEL, AND VACATIONS
RESEARCHING HEALTH AND HEALTHCARE PRODUCTS
MANAGING FINANCES
GAMING
BUSINESS-RELATED RESEARCH
MEETING NEW PEOPLE
JAN REASONS FOR USING THE INTERNET
2021 PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET

49
SOURCE: SEMRUSH (JAN 2021). FIGURES REPRESENTTRAFFIC FOR DECEMBER 2020. NOTES: ‘UNIQUE VISITS’REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ACCESSING EACH SITE,BUT
MAY NOT REPRESENT UNIQUE INDIVIDUALS,AS SOME PEOPLE MAY USE MULTIPLEDEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT
CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
# WEBSITE TOTAL
VISITS
UNIQUE
VISITS
TIME PER PAGES
VISIT PER VISIT
# WEBSITE TOTAL
VISITS
UNIQUE
VISITS
TIME PER PAGES
VISIT PER VISIT
01 GOOGLE.COM 66.52B 2,995M 23M 07S 6.87 11 TWITTER.COM 3.24B 723M 15M 21S 4.48
02 YOUTUBE.COM 20.42B 1,947M 33M 11S 4.17 12 YANDEX.RU 2.95B 202M 22M 35S 7.57
03 FACEBOOK.COM 15.52B 1,794M 23M 02S 5.96 13 XNXX.COM 2.29B 397M 17M 35S 9.68
04 WIKIPEDIA.ORG 12.96B 2,291M 8M 42S 2.14 14 LIVE.COM 2.20B 369M 7M 16S 4.09
05 YAHOO.CO.JP 4.90B 198M 17M 31S 6.80 15 REDDIT.COM 2.17B 344M 17M 10S 4.23
06 AMAZON.COM 4.34B 753M 13M 08S 7.01 16 NAVER.COM 1.81B 67M 27M 07S 9.89
07 PORNHUB.COM 3.94B 594M 14M 07S 8.91 17 VK.COM 1.66B 150M 26M 43S 11.73
08 INSTAGRAM.COM 3.76B 836M 17M 23S 4.46 18 FANDOM.COM 1.49B 351M 10M 51S 3.11
09 XVIDEOS.COM 3.51B 523M 17M 36S 9.46 19 WHATSAPP.COM 1.34B 276M 21M 44S 1.54
10 YAHOO.COM 3.37B 498M 15M 48S 3.97 20 RAKUTEN.CO.JP 1.33B 143M 8M 34S 5.74
JAN WORLD’S MOST VISITED WEBSITES (SEMRUSH)
2021 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTALWEBSITE TRAFFIC

50
SOURCE: SIMILARWEB (JAN 2021). FIGURES REPRESENTTRAFFIC FOR DECEMBER 2020. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE
CAUTION WHEN VISITING UNKNOWN SITES.
# WEBSITE TOTAL
VISITS
UNIQUE
VISITS
TIME PER PAGES
VISIT PER VISIT
# WEBSITE TOTAL
VISITS
UNIQUE
VISITS
TIME PER PAGES
VISIT PER VISIT
01 GOOGLE.COM 92.21B 3,113M 10M 58S 8.3 11 PORNHUB.COM 3.24B 445M 8M 33S 7.2
02 YOUTUBE.COM 35.75B 1,926M 21M 10S 11.1 12 AMAZON.COM 3.10B 552M 7M 24S 9.6
03 FACEBOOK.COM 25.33B 2,003M 10M 36S 8.3 13 XNXX.COM 3.08B 382M 8M 27S 11.1
04 TWITTER.COM 6.54B 902M 10M 49S 11.9 14 WHATSAPP.COM 3.02B 457M 2M 42S 1.5
05 INSTAGRAM.COM 6.18B 1,009M 7M 45S 10.9 15 NETFLIX.COM 2.66B 261M 9M 54S 4.3
06 WIKIPEDIA.ORG 5.83B 1,148M 3M 55S 3.0 16 LIVE.COM 2.51B 293M 7M 25S 8.2
07 BAIDU.COM 5.70B 260M 6M 15S 8.1 17 YAHOO.CO.JP 2.44B 100M 9M 28S 6.7
08 YAHOO.COM 3.95B 517M 7M 35S 5.8 18 ZOOM.US 2.26B 462M 4M 09S 3.2
09 XVIDEOS.COM 3.75B 479M 10M 13S 8.9 19 VK.COM 1.81B 128M 16M 51S 19.8
10 YANDEX.RU 3.27B 183M 11M 06S 9.0 20 REDDIT.COM 1.74B 236M 9M 11S 6.3
JAN WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
2021 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTALWEBSITE TRAFFIC

51
SOURCE: ALEXA(JAN 2021). *NOTES: ‘ALEXA’IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATASHOWN HEREARE NOT RESTRICTED TOACTIVITIES ON ‘ALEXA’VOICE PLATFORMS.
‘TIME / DAY’FIGURES REPRESENTALEXA’S ESTIMATES OF THEAVERAGE DAILYAMOUNT OF TIME THATGLOBAL 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.
# 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
JAN WORLD’S MOST VISITED WEBSITES (ALEXA)
2021 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTALWEBSITE TRAFFIC

52
SOURCES: W3TECHS (ACCESSED JAN 2021); ETHNOLOGUE (ACCESSED JAN 2021); UNITED NATIONS (JAN 2021). *NOTES: TOP10 MILLION WEBSITES BASED ON TRAFFIC RANKING DATAFROM
ALEXA.COM. FIGURES IN THE “SHARE OF POP
.”COLUMN SHOW THE PERCENTAGE OF THE WORLD’S TOTALPOPULATION THATIDENTIFIES AS A SPEAKER OF EACH LANGUAGE (EITHERAS THEIR
NATIVE TONGUE OR AS A SECOND LANGUAGE), BASED ON DATAREPORTED BYETHNOLOGUEAND THE UNITED NATIONS.
# 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% 14.3% 20 UKRAINIAN 0.4% 0.5%
JAN MOST COMMON LANGUAGES FOR WEB CONTENT
2021 BASED ON THE LANGUAGES USED ON THE WORLD’S TOP 10 MILLION WEBSITES*

53 SOURCE: ST
ATCOUNTER(JAN 2021).
BAIDU DUCKDUCKGO SOGOU OTHER
GOOGLE BING YAHOO! YANDEX
1.4%
+28%
0.6%
+40%
0.5%
+69%
0.6%
+3.7%
91.4%
-1.4%
2.7%
+6%
1.5%
-8.2%
1.5%
+38%
JAN SEARCH ENGINE MARKET SHARE
2021 PERCENTAGE OF GLOBAL WEB SEARCH TRAFFIC GOING TO EACH SEARCH ENGINE’S WEBSITE IN DECEMBER 2020

54
SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021); KEPIOSANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUTTHE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR
EACH QUERY COMPARED TO SEARCH VOLUMES FOR THETOPQUERY (AN INDEX OF 50 MEANS THATTHE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOPQUERY).YEAR-ON-YEAR
CHANGE FIGURES COMPARE AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2020 TO Q4 2019.
# 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 +72%
04 VIDEO 69 -14% 14 GMAIL 28 -4.4%
05 YOU 68 +3.1% 15 MP3 21 -15%
06 CORONAVIRUS 61 [NEW] 16 TWITTER 21 +27%
07 NEWS 53 +12% 17 TIEMPO 21 +30%
08 WEATHER 52 -5.9% 18 TRADUCTOR 20 +20%
09 AMAZON 41 +11% 19 CLIMA 20 -13%
10 TRANSLATE 36 +16% 20 HOTMAIL 19 -11%
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

55
*NOTE: THE QUESTIONS INFORMING THESE DATAPOINTS APPEAR IN DIFFERENT PARTSOF GWI’S SURVEY
, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
USEA CONVENTIONAL
SEARCH ENGINE (ANY DEVICE)
USE VOICE SEARCH OR VOICE
COMMANDS (ANY DEVICE)
SEARCH FOR BRAND INFORM ATION
ON SOCIAL MEDIA (ANY DEVICE)
USE IM AGE RECOGNITION
T
OOLS (MOBILE DEVICES ONL
Y)
98.0% 45.3% 44.8% 32.9%
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

58.
1%
55.7%
51.9%
51.9%
49.3%
48.8%
45.3%
45.3%
45.3%
44.4%
42.0%
41.9%
40.2%
39.9%
39.5%
38.2%
37.1%
35.1%
34.8%
34.7%
34.4%
34.1%
32.8%
32.0%
31.4%
30.8%
29.4%
28.8%
26.2%
25.2%
23.9%
23.8%
23.7%
23.3%
22.0%
21.5%
21.4%
21.0%
20.9%
20.5%
19.5%
19.2%
17.8%
INDIA
CHINA
INDONESIA
MEXICO
TURKEY
THAILAND
SAUDI
ARABIA
U.A.
E.
WORLDWIDE
VIETNAM
TAIWAN
COLOMBIA
BRAZI
L
U.S.A.
PHILIPPINES
SOUTH
AFRICA
ITAL
Y
ARGENTINA
EGYP
T
SPAIN
HONG
KONG
MALAYSIA
AUSTRALI
A
CANADA
U.K
.
SINGAPORE
NEW
ZEALAND
IRELAN
D
FRANCE
RUSSIA
GERMANY
SWEDEN
ROMANIA
POLAND
BELGIUM
PORTUGAL
SOUTH
KOREA
NETHERLAND
S
JAN USE OF VOICE SEARCH AND VOICE COMMANDS
2021 PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)

48.2% 47.9%
42.8%
37.2%
29.0%
52.7% 51.1%
48.1%
37.2%
30.8%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
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)

WATCH
ONLINE VIDEOS
WAT
CH
VLOGS
LISTEN T
O MUSIC
STREAMING SERVICES
LISTEN T
O ONLINE
RADIO ST
ATIONS
LISTEN T
O OR
WAT
CH PODCASTS
90.6% 51.4% 73.2% 47.1% 44.1%
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)

92.
8%
91.3%
89.4%
86.1%
82.6%
82.0%
79.5%
78.3%
77.6%
77.5%
77.2%
77.1%
76.0%
75.6%
74.3%
74.3%
74.0%
72.6%
72.1%
70.8%
70.0%
69.7%
69.6%
69.5%
66.7%
65.2%
64.1%
63.3%
61.7%
61.1%
60.8%
60.1%
59.6%
58.4%
57.9%
56.9%
56.0%
51.6%
48.9%
48.4%
43.4%
36.4%
27.
5%
MEXICO
ARGENTINA
BRAZI
L
COLOMBIA
IRELAND
U.S.A
.
SPAIN
NEW
ZEALAND
U.K
.
AUSTRALI
A
INDIA
PHILIPPINES
CANADA
DENMARK
SAUDI
ARABIA
SOUTH
AFRICA
SWEDEN
TURKEY
POLAND
NETHERLAND
S
WORLDWIDE
ITAL
Y
U.A.E.
CHINA
GERMANY
FRANCE
AUSTRIA
ROMANIA
ISRAE
L
MALAYSIA
THAILAND
SINGAPORE
INDONESIA
PORTUGAL
SWITZERLAN
D
BELGIU
M
VIETNAM
HONG
KONG
JAN STREAMING TV CONTENT VIA THE INTERNET
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH

60
29.5%
31.7%
36.5%
39.0%
41.1% 42.2%
*NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY
. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECTRELATIVEYEAR-ON-YEAR GROWTH, NOT THE
ABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+7.3% +15.1% +6.9% +5.3% +2.6%
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 TOTALTIME THEY SPEND WATCHING TV

ANY
DEVICE
SMART
PHONE
PC (LAPT
OP
OR DESKT
OP)
GAMES
CONSOLE
TABLET
DEVICE
86.9% 74.9% 44.4% 26.1% 19.6%
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

96.
6%
95.8%
94.5%
93.0%
92.8%
92.5%
92.1%
92.0%
90.9%
90.7%
88.9%
88.6%
87.3%
87.1%
86.9%
86.6%
86.3%
85.9%
85.1%
83.6%
82.5%
82.5%
82.3%
81.9%
81.8%
81.3%
80.1%
80.0%
79.3%
78.8%
77.8%
77.7%
75.5%
75.1%
74.9%
74.8%
74.6%
74.6%
74.6%
74.5%
74.3%
74.3%
74.2%
THAILAND
PHILIPPINE
S
INDONESIA
MEXICO
INDIA
TURKEY
VIETNAM
TAIWAN
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
CHINA
BRAZIL
ARGENTINA
WORLDWIDE
HONG
KONG
COLOMBIA
U.A.
E.
EGYP
T
SOUTH
KOREA
POLAND
SPAIN
ROMANIA
PORTUGAL
SINGAPORE
ITAL
Y
ISRAEL
FRANCE
U.S.A.
RUSSIA
NEW
ZEALAND
SWITZERLAN
D
CANADA
BELGIUM
NETHERLAND
S
DENMARK
AUSTRIA
JAPAN
SWEDEN
JAN PLAYING VIDEO GAMES
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE

92.0% 90.1%
83.6%
75.2%
67.2%
95.4% 94.6%
91.0%
81.3%
67.2%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
JAN PLAYING VIDEO GAMES BY AGE AND GENDER
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE

64
SOURCE: GWI (Q3 2020). FIGURES REPRESENTTHE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: PERCENTAGES REPRESENTSHARE OF ALLINTERNET USERS IN EACH AGE GROUP
, REGARDLESS OF WHETHER THEY PLAYVIDEO GAMES.
16-24 YEARS OLD 25-34 YEARS OLD 35-44 YEARS OLD 45-54 YEARS OLD 55-64 YEARS OLD
SHOOTER 62%
ACTION ADVENTURE 56%
M .O.B.A. 41%
SIMULATION 38%
RACING 38%
BATTLEROYALE 36%
STRATEGY 35%
PUZZLE PLATFORM 34%
SPORTS 33%
ACTION PLATFORM 32%
SHOOTER 59%
RACING 41%
M .O.B.A. 40%
SPORTS 36%
SIMULATION 34%
STRATEGY 34%
PUZZLE PLATFORM 34%
ACTION PLATFORM 33%
M.M.O. 32%
SHOOTER 47%
RACING 35%
PUZZLE PLATFORM 33%
SPORTS 32%
STRATEGY 31%
M .O.B.A. 30%
SIMULATION 29%
ACTION PLATFORM 29%
M.M.O. 28%
SHOOTER 32%
PUZZLEPLATFORM 27%
RACING 24%
SPORTS 21%
STRATEGY 21%
SIMULATION 20%
ACTION PLATFORM 19%
M.M.O. 19%
M.O.B.A. 18%
PUZZLEPLATFORM 18%
SHOOTER 16%
ONLINE BOARD GAMES 13%
RACING 12%
SIMULATION 11%
SPORTS 11%
ACTION PLATFORM 10%
STRATEGY 10%
M.M.O. 9%
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

01:
58
01:
38
01:3
6
01:31
01:23
01:21
01:20
01:17
01:16
01:15
01:14
01:13
01:12
01:08
01:06
01:03
01:02
01:01
01:00
00:58
00:56
00:55
00:54
00:49
00:49
00:48
00:48
00:47
00:45
00:44
00:43
00:42
00:41
00:40
00:38
00:36
00:35
00:34
00:33
00:33
00:33
00:29
00:25
SAUDI
ARABIA
THAILAN
D
MEXICO
PHILIPPINE
S
U.A.
E.
CHINA
INDIA
BRAZIL
INDONESIA
U.S.A
.
VIETNAM
SOUTH
AFRICA
WORLDWIDE
EGYP
T
ARGENTINA
COLOMBIA
MALAYSIA
U.K
.
HONG
KONG
TURKE
Y
FRANCE
SPAIN
AUSTRALI
A
ITAL
Y
SINGAPORE
CANADA
IRELAND
GERMANY
BELGIUM
SWEDEN
POLAND
NEW
ZEALAND
NETHERLAND
S
TAIWAN
DENMARK
PORTUGAL
SOUTH
KOREA
JAPAN
JAN DAILY TIME SPENT USING A GAMES CONSOLE
2021 AVERAGE AMOUNT OF TIME PERDAY (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE

22.
0%
20.9%
19.9%
16.
6%
15.9%
15.7%
14.6%
14.2%
14.1%
13.2%
12.8%
12.7%
12.3%
12.3%
12.2%
12.1%
11.7%
11.7%
11.3%
10.7%
10.6%
10.4%
10.3%
10.0%
9.7%
9.5%
9.4%
9.3%
9.1%
9.0%
8.8%
7.8%
7.4%
7.2%
7.0%
6.6%
6.5%
5.7%
5.5%
5.0%
4.6%
4.6%
4.3%
4.0%
3.6%
3.0%
1.5%
U.K.
U.S.A
.
CANADA
TURKEY
CHINA
IRELAND
AUSTRALI
A
VIETNAM
ITAL
Y
INDIA
SPAIN
NETHERLANDS
SWEDEN
WORLDWIDE
MEXICO
HONG
KONG
DENMARK
ISRAE
L
SINGAPORE
SOUTH
KOREA
AUSTRI
A
TAIWAN
COLOMBIA
FRANCE
SWITZERLAN
D
GERMANY
POLAND
U.A.
E.
BELGIUM
ARGENTINA
NEW
ZEALAND
ROMANIA
SAUDI
ARABIA
MALAYSIA
SOUTH
AFRICA
EGYP
T
NIGERIA
INDONESIA
BRAZI
L
THAILAND
PHILIPPINE
S
PORTUGAL
JAPAN
JAN SMART HOME DEVICE OWNERSHIP
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE

67
VALUE OF SM ARTHOME
SECURITY DEVICE M ARKET
VALUE OF SM ARTHOME
ENTERT
AINMENTDEVICE M ARKET
VALUE OF SM ARTHOME
COMFORT& LIGHTING M ARKET
VALUE OF SM ARTHOME
ENERGY M ANAGEMENTM ARKET
NUMBEROF HOMES WITH
SM ARTHOME DEVICES
T
OT
ALANNUALVALUE OF
SM ARTHOME DEVICES M ARKET
VALUE OF SM ARTHOME CONTROL
& CONNECTIVITY DEVICE M ARKET*
VALUE OF SM ARTHOME
APPLIANCES M ARKET
$11.92 $9.24 $6.62
BILLION BILLION BILLION
SOURCE: STATISTAMARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENTESTIMATES OF FULL-YEAR REVENUES FOR 2020, IN U.S. DOLLARS.
SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: THE “CONTROLAND CONNECTIVITY” SEGMENT INCLUDES HUBS AND INTERFACES FOR “INTELLIGENT HOME
NETWORKS” (E.G.SMART SPEAKERS, CENTRAL CONTROL UNITS, SMART PLUGS, ETC.). COMPARABILITY ADVISORY: BASE CHANGES. DATANOT COMPARABLE WITH PREVIOUS REPORTS.
$6.12
BILLION
221.7
MILLION
$77.39
BILLION
$14.98
BILLION
$28.51
BILLION
2021 VALUE OF THE GLOBAL MARKET FOR SMART HOME DEVICES, WITH VALUE BY DEVICE SUB-CATEGORY (IN U.S. DOLLARS)
JAN OVERVIEW OF THE SMART HOME DEVICE MARKET
! REVISIONS TO HISTORICAL FIGURES MEAN VALUESARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

68
ARPU*:SM ARTHOME
SECURITY DEVICES
ARPU*:SM ARTHOME
ENTERT
AINMENTDEVICES
ARPU*:SM ARTHOME
COMFORT& LIGHTING
ARPU*:SM ARTHOME
ENERGY M ANAGEMENT
PENETRATION OF
SM ARTHOME DEVICES*
ARPU*:COMBINED SPEND ON
ALLSM ARTHOME DEVICES
ARPU*:SM ARTHOME CONTROL
& CONNECTIVITY DEVICES
ARPU*:SM ART
HOMEAPPLIANCES
$144 $120 $77
SOURCE: STATISTAMARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUE FOR 2020, IN U.S. DOLLARS.
SEE STATISTA.COM FOR MORE DETAILS. *NOTES: “PENETRATION” REFERSTO THE NUMBER OF HOMES WITH SMART HOME DEVICES; “ARPU”REFERSTOAVERAGE 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.
$91
10.6% $349 $165 $406
2021 AVERAGEANNUAL SPEND ON SMART HOME DEVICES PERSMART HOME (IN U.S. DOLLARS)
JAN AVERAGE ANNUAL REVENUE PER SMART HOME

69
Y-O-Y VALUE CHANGE:SM ART
HOME SECURITY DEVICE M ARKET
Y-O-Y VALUE CHANGE:SM ARTHOME
ENTERT
AINMENTDEVICE M ARKET
COMFORT& LIGHTING M ARKET
ENERGY M ANAGEMENTM ARKET
ANNUAL CHANGE IN
SM ARTHOME PENETRATION*
Y-O-Y VALUE CHANGE:OVERALL
SM ARTHOME DEVICES M ARKET
CONTROL & CONNECTIVITY M ARKET
Y-O-Y VALUE CHANGE:SM ART
HOMEAPPLIANCES M ARKET
+20% +13% +13%
SOURCE: STATISTAMARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). GROWTH FIGURES REPRESENTTHEYEAR-ON-YEAR CHANGE IN ESTIMATES OF FULL-YEAR
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 REFERTO THEYEAR-ON-YEAR CHANGE IN REVENUE.  COMPARABILITY ADVISORY: BASE CHANGES.
+21%
+14% +16% +16% +16%
2021 YEAR-ON-YEAR CHANGE IN THE SIZE AND VALUE OF THE SMART HOME MARKET
, WITH DETAILBY SUB-CATEGORY
JAN SMART HOME MARKET: ANNUAL VALUE GROWTH

84.
0%
75.
7%
75.6%
71.6%
67.5%
65.2%
65.2%
65.1%
64.6%
63.9%
62.9%
62.8%
62.8%
62.4%
62.2%
61.6%
60.4%
59.8%
59.5%
57.6%
57.2%
56.4%
56.4%
54.6%
54.4%
53.7%
51.5%
50.7%
50.0%
49.2%
48.9%
45.6%
45.5%
45.4%
45.0%
42.1%
39.7%
36.9%
36.5%
35.1%
32.3%
BRAZI
L
PORTUGA
L
KENYA
SOUTH
AFRICA
U.S.A
.
SINGAPORE
CANADA
SPAIN
CHIL
E
AUSTRALI
A
U.K
.
GREEC
E
MALAYSIA
FRANCE
IRELAN
D
TURKE
Y
ARGENTINA
SOUTH
KOREA
MEXICO
ROMANIA
PHILIPPINES
WORLDWIDE
FINLAND
CROATIA
JAPAN
ITAL
Y
HONG
KONG
BULGARI
A
HUNGARY
BELGIUM
SWEDEN
CZECHIA
TAIWAN
SWITZERLAN
D
POLAND
NORWAY
AUSTRIA
DENMARK
GERMANY
SLOVAKIA
NETHERLANDS
JAN CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
2021 PERCENTAGE OF ADULTS AGED 18+ WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE WHEN ITCOMES TO NEWS ON THE INTERNET
70 SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM DIGITALNEWS REPORT2020. FIGURES REPRESENTTHE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTSAGED 18 AND ABOVE.

62.5%
59.0%
55.6% 55.9% 57.2%
54.6%
53.2% 54.9% 53.5% 53.1%
57.8% 56.8%
FEMALE MALE
18 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
FEMALE MALE
65+
YEARS OLD
JAN CONCERNS ABOUT MISINFORMATION AND ‘FAKE NEWS’
2021 PERCENTAGE OF SURVEY RESPONDENTS WHO SAY THEY’RE CONCERNED ABOUT WHAT IS REAL AND FAKE WHEN ITCOMES TO NEWS ON THE INTERNET
71 SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM DIGITALNEWS REPORT2020. FIGURES REPRESENTTHE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTSAGED 18 AND ABOVE.

72
 COMPARABILITY ADVISORY: THE SURVEY QUESTION THATINFORMS THIS CHART HAS CHANGED COMPARED TOA SIMILAR CHART THATAPPEARED IN OUR REPORTS IN PREVIOUS YEARS,
SO VALUESARE NOT COMPARABLE WITH DATAPUBLISHED IN OUR PREVIOUS REPORTS.
53.
9%
53.4%
50.7%
44.
7%
44.5%
44.5%
43.5%
42.5%
42.5%
41.8%
41.7%
41.6%
41.2%
40.7%
40.2%
40.2%
40.1%
40.1%
38.8%
38.2%
38.1%
37.6%
37.1%
36.1%
35.9%
35.9%
35.9%
35.6%
35.6%
34.5%
33.1%
32.2%
32.1%
31.8%
31.7%
31.4%
31.0%
30.7%
30.1%
29.7%
29.3%
27.8%
26.2%
24.8%
19.
6%
18.6%
15.7%
PORTUGAL
SPAIN
BRAZIL
CANADA
FRANCE
SOUTH
AFRICA
MEXICO
AUSTRI
A
U.K
.
POLAND
GERMANY
U.S.A
.
IRELAND
AUSTRALIA
ARGENTINA
NEW
ZEALAND
SINGAPORE
SWITZERLAND
BELGIU
M
PHILIPPINES
DENMARK
SOUTH
KOREA
INDONESIA
MALAYSIA
COLOMBIA
HONG
KONG
NETHERLAND
S
ISRAE
L
ITAL
Y
EGYP
T
WORLDWIDE
U.A.
E.
KENYA
VIETNAM
INDIA
JAPAN
SAUDI
ARABIA
SWEDEN
ROMANIA
TAIWAN
TURKEY
RUSSIA
2021 PERCENTAGE OF INTERNET USERSAGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATAONLINE
JAN CONCERNS ABOUT MISUSE OF PERSONAL DATA
THE SURVEY QUESTION THATINFORMS THIS CHART HAS CHANGED, SO VALUESARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!

35.8%
31.6%
33.1%
37.6%
41.6%
30.1% 29.1%
31.6%
34.7%
40.6%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
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

56.
8%
50.
7%
49.2%
49.0%
47.0%
46.1%
45.3%
45.0%
44.7%
44.3%
44.3%
43.0%
42.7%
42.7%
42.5%
42.3%
41.6%
41.3%
41.3%
41.0%
40.7%
40.4%
40.2%
40.1%
40.0%
39.6%
39.4%
39.2%
38.8%
38.8%
38.4%
36.8%
36.6%
36.5%
36.3%
36.0%
36.0%
35.2%
34.7%
34.4%
33.6%
33.4%
33.2%
29.6%
22.
3%
17.
5%
17.2%
INDONESIA
INDIA
SOUTH
AFRICA
MALAYSIA
PORTUGA
L
CHINA
PHILIPPINES
TAIWAN
COLOMBIA
ARGENTINA
POLAND
AUSTRIA
ROMANIA
WORLDWIDE
TURKE
Y
NEW
ZEALAND
SAUDI
ARABIA
CANADA
SINGAPORE
SPAIN
BRAZIL
IRELAND
SWEDEN
GERMANY
THAILAND
U.A.
E.
ISRAEL
MEXICO
HONG
KONG
U.S.A
.
EGYPT
FRANCE
BELGIUM
KENYA
SWITZERLAN
D
AUSTRALIA
DENMARK
U.K
.
VIETNAM
RUSSIA
NETHERLAND
S
ITAL
Y
NIGERIA
SOUTH
KOREA
JAPAN
2021 PERCENTAGE OF INTERNET USERSAGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
JAN USE OF AD BLOCKERS
! THE CONTEXT OF THE SURVEY QUESTION THATINFORMS THIS CHART HAS CHANGED, SO VALUESARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

43.2% 43.0%
38.4%
33.5%
32.1%
49.2%
47.6%
44.8%
39.1%
37.3%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
JAN USE OF AD BLOCKERS
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH

22.3%
22.3%
19.9%
16.7%
16.5%
14.6%
13.3%
13.0%
11.2%
10.5%
THERE ARE TOO MANY ADS ON THE INTERNET
TOO MANY ADS ARE ANNOYING OR IRRELEVANT
ADS ARE TOO INTRUSIVE
ADS TAKE UP TOO MUCH SCREEN SPACE
ADS SOMETIMES CONTAIN VIRUSES OR BUGS
SPEED UP PAGE LOADING TIMES
AVOID ADS BEFORE WATCHING VIDEOS OR SHOWS
I TRY TO AVOID ALL ADVERTISING (ONLINE AND OFFLINE)
ADS MIGHT COMPROMISE MY ONLINE PRIVACY
STOP MY DATA ALLOWANCE FROM BEING USED UP
JAN REASONS FOR USING AD BLOCKERS
2021 PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE AD BLOCKING TOOLS

In 2021, brands will use affordable
synthetic media technologies to create
immersive digital brand experiences
SYNTHETIC MEDIA
Syntheticmedia is a termused todescribe any
media that’screated using artificial production or
manipulation. Recent years have seen this type
of media enterthemainstream– fromvirtual
influencers todeepfakes toageless actors in films
likeTheIrishman.As a result,they’re startingtolose
thecreep factor
. People are getting comfortable
with‘fake’media and it’sfundamentally changing
the way we create and consume content.
In 2021, brands will create virtual product
lines for audiences keen to bridge the gap
between their offline and online personas
VIRTUAL LIFESTYLES
People are spending more timein virtual
spaces than ever – social channels, 9-5
Zoom calls and games likeAnimal Crossing
are all keeping people behind their screens.
As a result,they’remaking more lifestyle
choices withinthem.From in-game clothing
lines tovirtual beauty products exclusively
for Zoom calls, people are investing in the
customisationof theirdigital selves.
In 2021, brands will harness this shift
to educate others where they can, and
educate themselves where they need to
PRACTICAL ADVOCACY
‘Armchair activism’has long been
considered thelazier cousin of getting out
in the world. Butamid the constraints of
2020, and bolstered by the normalisation
of long-form formatsand theavailability of
practical digital tools, online advocacy has
undergone a practical transformation. Digital
spaces are evolving into active arenas for
accountability,learning and impact.
SHIFTS IMPACTING OUR ONLINE BEHAVIOUR
WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2021

79
SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATAFROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’SELF-SERVICEADVERTISING TOOLS; CNNIC; MEDIASCOPE.
*ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENTUNIQUE INDIVIDUALS,AND MAY EXCEED INTERNET USER NUMBERS IN SOME COUNTRIES.  COMPARABILITY ADVISORY: BASE
CHANGES AND HISTORICAL REVISIONS. DATAMAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
T
OT
ALNUMBEROF
ACTIVE SOCIAL
MEDIA USERS*
SOCIALMEDIA USERS AS
A PERCENT
AGE OFTHE
GLOBALPOPULATION
ANNUAL CHANGE IN
THE NUMBEROFGLOBAL
SOCIAL MEDIA USERS
T
OT
ALNUMBEROFSOCIAL
MEDIA USERS ACCESSING
VIA MOBILE PHONES
PERCENT
AGE OFT
OT
AL
SOCIAL MEDIA USERS
ACCESSING VIA MOBILE
53.6% 98.8%
4.20
BILLION
+13.2%
+490 MILLION
4.15
BILLION
2021 USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAILFOR MOBILE SOCIAL MEDIA USE
JAN SOCIAL MEDIA USE AROUND THE WORLD
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS

80
2.
79
2.31
3.
20
3.
46
3.
71
4.
20
SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATAFROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’SELF-SERVICEADVERTISING TOOLS; CNNIC; MEDIASCOPE.
*ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES AND HISTORICAL REVISIONS. DATAMAY NOT CORRELATE WITH
FIGURES PUBLISHED IN PREVIOUS REPORTS.
2016 2017 2018 2019 2020 2021
+20.9% +14.6% +8.3% +7.2% +13.2%
2021 NUMBER OF GLOBAL SOCIAL MEDIA USERS* BYYEAR (IN BILLIONS), WITH YEAR-ON-YEAR CHANGE
JAN GLOBAL SOCIAL MEDIA USERS OVER TIME
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
81
JAN
SOURCES: KEPIOS (JAN 2021), BASED ON DATAFROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’SELF-SERVICEADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.
*ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES MAY EXCEED INTERNET PENETRATION VALUES. NOTES: DIFFERENCES IN DATAAVAILABILITY MEAN REGIONAL
FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS.REGIONS AS PERTHE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: DATAARE NOT COMPARABLE WITH PREVIOUS REPORTS.
64%
OCEANIA
69%
66%
31%
SOUTHERN
ASIA
28%
60%
WESTERN
ASIA
4
1
%
SOUTHERN
AFRICA
1
0%
MIDDLE
AFRICA
8%
16%
WESTERN
AFRICA
45%
EASTERN
EUROPE
65%
72%
SOUTHERN
EUROPE
79%
NORTHERN
EUROPE
79%
72%
SOUTHERN
AMERICA
51%
71%
CENTRAL
AMERICA
7
4%
2021 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS* IN EACH REGION COMPARED TO TOTALPOPULATION
SOCIAL MEDIA USERS vs. TOTAL POPULATION
! THIS CHART INCLUDES DATAFROM NEW SOURCES, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
82
JAN
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
NOT REPRESENT UNIQUE INDIVIDUALS. USERS MAY IDENTIFY AS DIFFERENT GENDERS ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC
DATAFROM OTHER SOURCES. REGIONAL FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS DUE TO DIFFERENCES IN LOCALAVAILABILITY
. NOTE: REGIONS BASED ON THE U.N. GEOSCHEME.
67 60
OCEANIA
66 72
66 65
17 44
SOUTHERN
ASIA
26 30
46 73
WESTERN
ASIA
42 40
SOUTHERN
AFRICA
8 1
2
MIDDLE
AFRICA
6 9
12 1
9
WESTERN
AFRICA
34 55
EASTERN
EUROPE
65 65
70 73
SOUTHERN
EUROPE
77 80
NORTHERN
EUROPE
81 7
6
75 70
SOUTHERN
AMERICA
CARIBBEAN
51 5
1
70 72
CENTRAL
AMERICA
NORTHERN
AMERICA
78 69
2021 ACTIVE FEMALEAND MALE SOCIAL MEDIA USERS*, SHOWN AS A PERCENTAGE OF TOTALFEMALEAND MALE POPULATIONS
SOCIAL MEDIA USERS vs. POPULATION BY GENDER

83
SOURCES: KEPIOS (JAN 2021), BASED ON DATAFROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICEADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH. VALUES
CAPPEDAT99%. NOTES: DIFFERENCES IN LOCAL DATAAVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS.*ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATAARE NOT COMPARABLE WITH PREVIOUS REPORTS.
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
NETHERLAND
S
MALAYSIA
HONG
KONG
CANADA
SINGAPORE
DENMARK
SWEDEN
NEW
ZEALAND
SWITZERLAN
D
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
ITAL
Y
RUSSIA
CHINA
ROMANIA
INDONESIA
MOROCCO
WORLDWIDE
EGYP
T
SOUTH
AFRICA
INDIA
GHANA
2021 ACTIVE SOCIAL MEDIA USERS* AS A PERCENTAGE OF THETOTALPOPULATION
JAN SOCIAL MEDIA USERS vs. TOTAL POPULATION
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUESARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO SOURCE CHANGES.

84
SOURCES: KEPIOS (JAN 2021), BASED ON DATAFROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICEADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.
NOTES: DIFFERENCES IN LOCAL DATAAVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS.*ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATAARE NOT COMPARABLE WITH PREVIOUS REPORTS.
HIGHESTLEVELSOF ABSOLUTE GROWTH
HIGHESTLEVELSOF RELA
TIVEGROWTH
# 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 +7.1%
06 CHAD +42.4% +140,000 05= INDONESIA +10,000,000 +6.3%
07 RWANDA +39.3% +240,000 05= U.S.A. +10,000,000 +4.3%
08 TOGO +36.9% +240,000 08= BANGLADESH +9,000,000 +25.0%
09 GHANA +36.7% +2,200,000 08= PAKISTAN +9,000,000 +24.3%
10 ANGOLA +36.4% +800,000 10 SPAIN +8,100,000 +27.6%
JAN SOCIAL MEDIA USER GROWTH RANKINGS
2021 COUNTRIES AND TERRITORIES* WITH THE GREATEST YEAR-ON-YEAR CHANGE IN THE NUMBER OF SOCIAL MEDIA USERS

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
CARIBBEAN
NORTHERN
AMERICA
85
JAN
SOURCES: KEPIOS (JAN 2021), BASED ON DATAFROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’SELF-SERVICEADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.
NOTES: DIFFERENCES IN LOCAL DATAAVAILABILITY MEAN THATREGIONAL FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS.REGIONS AS PERTHE U.N. GEOSCHEME. *ADVISORY: “USER”
FIGURES MAY NOT REPRESENTUNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: IMPORTANT SOURCE CHANGES. DATAARE NOT COMPARABLE WITH PREVIOUS REPORTS.
0.7%
OCEANIA
1
1
.
9%
28.
1
%
15.4%
SOUTHERN
ASIA
0
.5%
4.3%
WESTERN
ASIA
0.7%
SOUTHERN
AFRICA
1
.
1
%
MIDDLE
AFRICA
0.4%
1.6%
WESTERN
AFRICA
2.8
%
EASTERN
EUROPE
4.9%
2.8%
SOUTHERN
EUROPE
3.
9%
NORTHERN
EUROPE
2.1%
8.0%
SOUTHERN
AMERICA
0.
6%
3.3%
CENTRAL
AMERICA
7
.0%
2021 SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF THE WORLDWIDE TOTALOF SOCIAL MEDIA USERS
SHARE OF THE WORLD’S SOCIAL MEDIA USERS

86
3.1%
4.7%
3.0%
2.2%
3.6%
18.8%
14.4%
13.4%
10.8%
9.0%
7.2%
5.1%
2.7%
2.1%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: EXTRAPOLATIONS OF DATAFROM SOCIAL MEDIA PLATFORMS’SELF-SERVICEADVERTISING TOOLS (JAN 2021). *NOTE: MOST SOCIAL MEDIA PLATFORMS DO NOT REPORTDATAFOR
GENDERS OTHER THAN ‘FEMALE’OR ‘MALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIRAGE ON SOCIAL MEDIA, WHICH MAY AFFECT THE
COMPARABILITY OF SOCIAL MEDIA DATAvs.DEMOGRAPHIC DATAFROM OTHER SOURCES. “USERS” MAY NOT REPRESENTUNIQUE INDIVIDUALS.
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
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

SOUTH-EASTERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
EASTERN
AFRICA
NORTHERN
AFRICA
WESTERN
EUROPE
87
JAN
SOURCES: KEPIOS (JAN 2021), BASED ON DATAFROM: PLATFORMS’ SELF-SERVICEADVERTISING TOOLS; CNNIC; THE U.N.; THE U.S. CENSUS BUREAU. *ADVISORIES: “USERS” MAY NOT
REPRESENTUNIQUE INDIVIDUALS. MOST PLATFORMS ONLY REPORTDATAFOR ‘FEMALE’OR ‘MALE’USERS, SO FIGURES REFLECTTHOSE GENDERS’ SHARE OF THE COMBINED TOTAL.USERS MAY
IDENTIFYAS DIFFERENT GENDERS ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATAvs.OTHER SOURCES. NOTE: REGIONS AS PER U.N. GEOSCHEME.
53 47
OCEANIA
48 52
49 5
1
27 73
SOUTHERN
ASIA
48 52
36 64
WESTERN
ASIA
52 48
SOUTHERN
AFRICA
40 60
MIDDLE
AFRICA
40 60
38 62
WESTERN
AFRICA
38 62
EASTERN
EUROPE
53 47
50 50
SOUTHERN
EUROPE
50 50
NORTHERN
EUROPE
52 48
52 48
SOUTHERN
AMERICA
CARIBBEAN
51 49
50 50
CENTRAL
AMERICA
NORTHERN
AMERICA
54 46
2021 FEMALEAND MALE SOCIAL MEDIA USERSAS A PERCENTAGE OF EACH REGION’S TOTALSOCIAL MEDIA USERS*
SHARE OF SOCIAL MEDIA USERS BY GENDER

88
SOURCES: KEPIOS (JAN 2021), BASED ON DATAFROM: FACEBOOK’S SELF-SERVICEADVERTISING TOOLS; UNITED NATIONS; WORLD POPULATION REVIEW.
ADVISORIES: POPULATION DATAMAY BE CONSIDERABLY OLDER THAN SOCIAL MEDIA DATA. SOCIAL MEDIA USER FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
# COUNTRY
POPULATION IN SOCIAL USERS IN
CITIES (100K+) CITIES (100K+)
SOCIAL vs.
POPULATION
# COUNTRY
POPULATION IN SOCIAL USERS IN
CITIES (100K+) CITIES (100K+)
SOCIAL vs.
POPULATION
01 INDIA 16% 63% 3.8x 16 THAILAND 41% 44% 1.1x
02 U.S.A. 32% 42% 1.3x 17 U.K. 44% 53% 1.2x
03 INDONESIA 35% 65% 1.9x 18 FRANCE 15% 34% 2.3x
04 PAKISTAN 19% 87% 4.5x 19 TANZANIA 12% 91% 7.4x
05 BRAZIL 54% 62% 1.1x 20 ITALY 23% 41% 1.7x
06 NIGERIA 21% 91% 4.4x 21 SOUTH AFRICA 41% 60% 1.5x
07 BANGLADESH 14% 71% 5.1x 22 MYANMAR 20% 52% 2.6x
08 MEXICO 64% 69% 1.1x 23 KENYA 12% 70% 5.8x
09 ETHIOPIA 6% 49% 8.4x 24 COLOMBIA 60% 74% 1.2x
10 PHILIPPINES 29% 65% 2.3x 25 SPAIN 50% 51% 1.0x
11 EGYPT 21% 88% 4.1x 26 UGANDA 7% 91% 12.5x
12 VIETNAM 12% 67% 5.7x 27 ARGENTINA 60% 56% 0.9x
13 D.R. CONGO 17% 78% 4.6x 28 ALGERIA 54% 76% 1.4x
14 TURKEY 81% 87% 1.1x 29 UKRAINE 43% 68% 1.6x
15 GERMANY 35% 51% 1.5x 30 IRAQ 61% 88% 1.4x
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

89
SOURCE: GLOBALWEBINDEX (Q3 2020). FIGURES REPRESENTTHE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: FIGURE FOR SOCIAL MEDIAACCOUNTS MAY NOT INDICATEACTIVE USE OF ALLACCOUNTS EVERYMONTH. IN THIS CONTEXT
, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES
PEOPLEWHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW ENTREPRENEURSAND / OR BUSINESS PEOPLE.
VISITED OR USED A SOCIAL
NETWORK OR A MESSAGING
SERVICE IN THE P
ASTMONTH
ACTIVEL
Y ENGAGED WITH
OR CONTRIBUTED T
O SOCIAL
MEDIA IN THE P
ASTMONTH
AVERAGEAMOUNT
OF TIME PERDAY SPENT
USING SOCIAL MEDIA
AVERAGE NUMBEROF
SOCIALMEDIA ACCOUNTS
PER INTERNETUSER*
PERCENT
AGE OF INTERNET
USERS WHO USE SOCIAL
MEDIA FOR WORK PURPOSES*
98.1% 90.2% 2H 25M 8.4 40.4%
JAN SOCIAL MEDIA BEHAVIOURS
2021 PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA

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

03:
14
02:
45
02:
20
02:
39 02:
29 02:
14 02:01
01:47
01:35
01:
21
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
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

92
1H51M
2H08M
2H15M
2H22M 2H25M 2H25M
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+14.8% +5.3% +5.6% +1.7% +0.4%
JAN EVOLUTION OF DAILY TIME SPENT USING SOCIAL MEDIA
2021 EVOLUTION IN THE AVERAGE AMOUNT OF TIME PERDAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA

93
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATAPUBLISHED IN: (1) COMPANY STATEMENTSAND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’SELF-SERVICEAD TOOLS.
*NOTES: PLATFORMS IDENTIFIED BY(*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILLBE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILYACTIVE USER FIGURE, SO MONTHLYACTIVE USER FIGURE IS LIKEL
YHIGHER.
2,7
40
2,2
91
2,0
00
1,3
00
1,2
21
1,2
13
68
9
61
7
60
0
51
1
50
0
49
8
48
1
44
2
43
0
35
3
30
0
FACEBOOK1
YOUTUBE2
WHATSAPP1
FB MESSENGER1*
INSTAGRAM2
WEIXIN / WECHAT1
TIKTOK1
QQ1
DOUYIN1**
SINA WEIBO1
TELEGRAM1
SNAPCHAT2
KUAISHOU1
PINTEREST1
REDDIT1*
TWITTER2
QUORA1*
DAT
A UPDATED T
O:
25 JANUARY 2021
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*

94
SOURCE: APPANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANK ORDER BASED ON THETOTAL,CUMULATIVE TIME THATANDROID USERS AROUND THE WORLD
SPENT USING EACH MOBILE APP RESPECTIVETO OTHER APPS IN EACH CATEGORY THROUGHOUT THE WHOLE OF 2020. *ADVISORIES: ONLY INCLUDES DATAFOR ANDROID PHONE DEVICES.
DOES NOT INCLUDE DATAFOR CHINA. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.
TOP VIDEO STREAMING MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*
TOPSOCIAL MEDIA 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
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 TOTALCUMULATIVE TIME SPENT IN 2020

95
*NOTE: FIGURES REPRESENTTHEAVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORTHAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE
ACTIVE USE ACROSS ALLACCOUNTS OR PLATFORMS EACH MONTH.
11.
4
10
.7
10.
5
10.
4
10.2
10.0
9.9
9.9
9.8
9.8
9.6
9.4
9.4
9.3
9.1
8.9
8.9
8.7
8.4
8.3
8.3
8.1
8.0
8.0
7.8
7.8
7.7
7.6
7.5
7.4
7.4
7.3
7.2
7.2
7.1
7.0
6.9
6.9
6.8
6.8
6.8
6.6
6.3
6.2
6.0
5.7
3.
8
INDIA
U.A.
E.
INDONESIA
SAUDI
ARABIA
MEXICO
THAILAND
PHILIPPINE
S
VIETNAM
COLOMBIA
BRAZI
L
MALAYSIA
TURKEY
ARGENTINA
EGYP
T
SINGAPORE
ROMANIA
SOUTH
AFRICA
PORTUGAL
WORLDWIDE
HONG
KONG
POLAND
SPAIN
TAIWAN
IRELAN
D
ITAL
Y
KENYA
NIGERIA
NEW
ZEALAND
SWEDEN
CHINA
BELGIUM
RUSSIA
AUSTRALI
A
DENMARK
U.S.A
.
NETHERLAND
S
SWITZERLAND
U.K
.
AUSTRIA
JAN AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS
2021 AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)

96
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
THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW ATTHETOPOF 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.
WHO USE ANY
OTHER PLATFORM
WHO ALSO
USE FACEBOOK
WHO ALSO
USE YOUTUBE
WHO ALSO
USE INSTAGRAM
WHO ALSO
USE REDDIT
WHO ALSO
USE SNAPCHAT
WHO ALSO
USE TWITTER
WHO ALSO
USE TIKTOK
WHO ALSO
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%
2021 PERCENTAGE OF USERSAGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS
JAN SOCIAL MEDIA PLATFORMS: USER OVERLAPS
! THE PLATFORMS INCLUDED IN THE “WHO USE ANY OTHER PLATFORM” COLUMN HAVE CHANGED, SO VALUESARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

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 27.9%
RESEARCH PRODUCTS TO BUY 27.5%
GENERAL NETWORKING WITH OTHER PEOPLE 26.8%
BECAUSE A LOT OF MY FRIENDS ARE ON THEM 25.1%
SHARE MY OPINION 23.
4%
MEET NEW PEOPLE 21.3%
NETWORK FOR WORK 20.
3%
MAKE SURE I DON’T MISS OUT ON ANYTHING (”FOMO”) 18.9%
WATCH OR FOLLOW SPORTS EVENTS 18.6%
FOLLOW CELEBRITIES AND CELEBRITY NEWS 1
7
.6
%
SHARE DETAILS OF WHAT I’M DOING IN MY DAILY LIFE 16.
3%
PROMOTE OR SUPPORT CHARITABLE CAUSES 12.5%
JAN REASONS FOR USING SOCIAL MEDIA
2021 PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA

84.
8%
82.9%
75.
1%
66.
3%
65.4%
65.1%
64.9%
64.7%
63.5%
62.6%
61.6%
60.0%
60.0%
59.5%
56.4%
55.5%
54.5%
52.1%
50.6%
49.1%
46.9%
45.3%
44.8%
44.2%
43.0%
42.5%
42.0%
41.7%
39.3%
34.9%
34.9%
34.3%
33.4%
33.3%
33.0%
32.4%
31.7%
31.5%
30.3%
28.4%
28.0%
28.0%
27.8%
26.3%
26.2%
26.2%
24.1%
KENYA
NIGERIA
GHANA
COLOMBIA
PHILIPPINES
INDONESIA
ARGENTINA
MEXICO
MOROCCO
VIETNAM
BRAZIL
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
EGYP
T
THAILAN
D
TURKEY
U.A.E.
ISRAEL
INDIA
TAIWAN
POLAND
WORLDWIDE
HONG
KONG
PORTUGAL
SINGAPORE
RUSSIA
SPAIN
ROMANIA
AUSTRALIA
NEW
ZEALAND
CHINA
IRELAN
D
ITAL
Y
SWEDEN
DENMARK
U.S.A
.
CANADA
BELGIUM
SWITZERLAN
D
FRANCE
U.K
.
AUSTRIA
SOUTH
KOREA
JAN USE OF SOCIAL MEDIA FOR BRAND RESEARCH
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS

55.9%
48.1%
42.6%
36.2%
27.9%
51.0%
48.4%
42.2%
35.3%
28.3%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
JAN USE OF SOCIAL MEDIA FOR BRAND RESEARCH
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS

61.
4%
60.6%
60.0%
59.0%
57.6%
56.1%
55.9%
54.5%
53.2%
48.5%
47.6%
47.0%
47.0%
46.7%
46.2%
42.5%
40.4%
39.7%
37.9%
36.6%
36.4%
35.5%
35.1%
34.8%
34.3%
33.8%
33.6%
33.0%
32.5%
32.0%
31.8%
31.4%
30.8%
29.8%
29.5%
28.7%
28.6%
28.5%
27.1%
25.4%
24.8%
16.
7%
16.0%
SOUTH
AFRICA
COLOMBIA
INDONESIA
BRAZI
L
PHILIPPINES
ARGENTINA
VIETNAM
MEXICO
MALAYSIA
SAUDI
ARABIA
U.A.
E.
THAILAND
TURKEY
INDIA
EGYPT
PORTUGA
L
WORLDWIDE
DENMARK
SINGAPORE
ISRAE
L
CHINA
TAIWAN
IRELAN
D
SPAIN
HONG
KONG
SWITZERLAN
D
ROMANIA
NEW
ZEALAND
AUSTRI
A
RUSSIA
SWEDEN
ITAL
Y
POLAND
AUSTRALI
A
CANADA
U.K
.
U.S.A.
JAN INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
*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
ENTREPRENEURSAND / OR BUSINESS PEOPLE.
100

39.0%
42.5%
39.0%
36.0%
41.0%
45.1% 45.3%
41.8%
32.3%
24.8%
FEMALE MALE
16 – 24
YEARS OLD
FEMALE MALE
25 – 34
YEARS OLD
FEMALE MALE
35 – 44
YEARS OLD
FEMALE MALE
45 – 54
YEARS OLD
FEMALE MALE
55 – 64
YEARS OLD
JAN INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
2021 PERCENTAGE OF GLOBAL INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
*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
ENTREPRENEURSAND / OR BUSINESS PEOPLE.
101

In 2021, brands will harness emerging
tools and formats to foster creativity and
participation from their social followings
OPEN-SOURCE CREATIVITY
Creativity on social has always thrived
through theremoval of gatekeepers and the
fluidity of remixing what’salready available
online. But the process of content creation
is becoming notably more communal,with
TikT
ok’
s meteoric rise serving as a tipping
point. Major platforms are becoming spaces
for people toco-create, not justengage.
In 2021, brands will look to build
communities and digital brands moments
that exist entirely within games
DIGITAL PLAYGROUNDS
Amid our new contentneeds, the horizons of
gaming have expanded. Titleslike Fortnite
and Animal Crossing established themselves
as legitimatesocial platforms,while Y
ouT
ube
reports thatgaming is itsbiggest breakout
genre. With people seeking digital-first
social experiences, gaming is coming into
itsown as a social medium for the masses.
In 2021, brands will need
to be more discerning about
who they partner with and why
RELIABLE IDOLS
In the wake of the influencer backlash,
a growing emphasis is being placed
on the tangible value public figures
can bring toour lives. People aren’t
unfollowing beautiful people. But
theywant themtobe more than
a pretty face, and toprove that
they’re worththeir place in the feed.
SHIFTS IN HOW PEOPLE BEHAVE AND INTERACT ON SOCIAL
WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2021

THE RACE TO ROI
Using social torecover revenue lost in thewake of thepandemic will still be a high priority in 2021. But todifferentiate
and win long-term loyalty, use social torejuvenate theonline customer experience with discovery, connection, and fun.
BRANDS FIND THEIR PLACE IN THE CONVERSATION
Many brands missthemark on social by jumpingintoconversations too soon. Thesmartones will be those who
sitback, listen, and thenfind creative ways of fittingintothesocial conversation instead of trying tolead it.
A GENERATIONAL BOOM ON SOCIAL
2020 was a tipping point forbaby boomers online. Marketers thatdiversify how theyreach thisincreasingly
digitally savvy and lucrative demographic can leapfrog others thatare still blinded by ageism and stereotypes.
TYING ENGAGEMENT DATA TO CUSTOMER IDENTITY
With renewed momentumand executiveattentionon social, focus on using data toprove
thattop-line social engagement is leading tomore valuable customer relationships.
THE PERILS (AND PROMISE) OF PURPOSE
Bold brands start in theboardroom, not thefrontlines of social. Strong CMOs will use intelligence gathered by social teamstohelp
theorganization adapt tonew buyer beliefs while balancing thetwindemands of building a betterbusiness and a betterworld.
Click here to read Hootsuite’s full Social Trends 2021 report.
HOOTSUITE’S PERSPECTIVE: SOCIAL TRENDS
Backed by data from11,189 survey respondents and in-depth interviews with top experts at agencies,
brands, and social platforms, Hootsuite’s global report shines a light on thetop trends in social.

105
SOURCE: FACEBOOK’S SELF-SERVICEADVERTISING TOOLS (JAN 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISHAUDIENCE DATAFOR GENDERS OTHER THAN ‘MALE’AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENTUNIQUE INDIVIDUALS, OR MATCH THEACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIALAUDIENCE*
THATF
ACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON F
ACEBOOK
F
ACEBOOK’S POTENTIAL
ADVERTISING AUDIENCE
COMP
ARED T
O THE T
OT
AL
POPULATION AGED 13+
QUARTER-ON-
QUARTERCHANGE
IN FACEBOOK’S
ADVERTISING REACH
PERCENT
AGE OF
ITS AD AUDIENCE
THATFACEBOOK
REPORTS IS FEM ALE*
PERCENT
AGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS M ALE*
56%
2.18 36%
BILLION
+2.2% 44%
+48 MILLION
JAN FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK

106
2,0
72
1,788
1,545
2,2
71
2,4
49
2,7
40
SOURCE: FACEBOOK’S Q3 EARNINGS ANNOUNCEMENTS (EACH OCTOBER, FROM 2015 TO 2020). NOTE: FOR A VARIETYOF REASONS, THE MONTHLYACTIVE USER FIGURES SHOWN ON THIS
CHART MAY BE HIGHER THAN THEADVERTISING REACH FIGURES CITED ELSEWHERE IN THIS REPORT
.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+16% +16% +9.6% +7.8% +12%
JAN FACEBOOK’S MONTHLY ACTIVE USERS OVER TIME
2021 THE LATEST REPORTED NUMBER OF MONTHLY ACTIVE FACEBOOK USERS ATTHE STARTOF EACH YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE

107
2.6%
9.6%
7.3%
5.0%
3.3%
2.6%
3.3%
18.8%
14.2%
12.8%
9.6%
5.5%
3.1%
2.3%
SOURCE: EXTRAPOLATIONS OF DATAPUBLISHED IN FACEBOOK’S SELF-SERVICEADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISHAUDIENCE DATAFOR GENDERS
OTHER THAN ‘MALE’OR ‘FEMALE’. *ADVISORY: DATAON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY
, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL
MONTHLYACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
JAN PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
2021 SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

108
+12.0%
+10.5%
+12.0%
+6.7%
+12.2%
+16.1%
+24.4%
+14.5%
+10.7% +10.8%
+16.7%
+20.0% +19.6%
+25.0%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY
, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL
MONTHLYACTIVE USERS.
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
JAN ANNUAL CHANGE IN FACEBOOK ADVERTISING REACH
2021 YEAR-ON-YEAR CHANGE IN FACEBOOK’S ADVERTISING REACH BY AGE GROUP AND GENDER*

DIGITAL 2021 GLOBAL OVERVIEW REPORT

DIGITAL 2021 GLOBAL OVERVIEW REPORT

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie DIGITAL 2021 GLOBAL OVERVIEW REPORT

Ähnlich wie DIGITAL 2021 GLOBAL OVERVIEW REPORT (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

DIGITAL 2021 GLOBAL OVERVIEW REPORT