This is the January 2012 edition of We Are Social Singapore’s guide to Social, Digital and Mobile around the world. You'll find more in this series of reports at http://wearesocial.sg

1. SOCIAL, DIGITAL AND
MOBILE WORLDWIDE
THE KEY NUMBERS FOR EACH REGION AROUND THE GLOBE
we are social • JANUARY 2012

2. JAN
2012 WORLDWIDE USER NUMBERS
6,809,560,473 52% 48%
TOTAL POPULATION URBAN RURAL
2,076,140,000 30%
INTERNET USERS INTERNET PENETRATION
1,482,188,000 22%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
5,870,710,000 86%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

3. JAN
2012 INTERNET PENETRATION
CENTRAL &
EASTERN EUROPE
WESTERN
45%
EUROPE
NORTH
AMERICA
70% ASIA
77% MIDDLE
24%
EAST
39%
CENTRAL & AFRICA
SOUTH AMERICA
11%
36% OCEANIA
57%
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

4. JAN
2012 MOBILE PENETRATION
CENTRAL &
EASTERN EUROPE
WESTERN
100+%
EUROPE
NORTH
AMERICA
100+% ASIA
100+% MIDDLE
77%
EAST
100+%
CENTRAL & AFRICA
SOUTH AMERICA
60%
100+% OCEANIA
86%
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

5. JAN
2012 SOCIAL NETWORK PENETRATION
CENTRAL &
EASTERN EUROPE
WESTERN
47%
EUROPE
NORTH
AMERICA
36% ASIA
50% MIDDLE
20%
EAST
18%
CENTRAL & AFRICA
SOUTH AMERICA
4%
25% OCEANIA
36%
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

6. JAN
2012 SHARE OF GLOBAL USERS
CENTRAL & EASTERN EUROPE
5% 11%
WESTERN EUROPE 7% 8%
NORTH AMERICA 6% 10%
5% 12% 14% 9%
13% 6% ASIA
MIDDLE EAST 56% 50%
4% 3% 44% 50%
5% 5%
AFRICA
CENTRAL & SOUTH AMERICA
15% 3%
9% 10%
5% 10%
10% 11% OCEANIA
1% 1%
1% 1%
TOTAL POPULATION INTERNET USERS SOCIAL NETWORKING USERS MOBILE SUBSCRIBERS
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

7. JAN
2012 NORTH AMERICA
347,437,346 82% 18%
TOTAL POPULATION URBAN RURAL
266,120,000 77%
INTERNET USERS INTERNET PENETRATION
174,525,000 50%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
348,260,000 100+%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

8. JAN
2012 CENTRAL & SOUTH AMERICA
583,888,374 78% 22%
TOTAL POPULATION URBAN RURAL
211,680,000 36%
INTERNET USERS INTERNET PENETRATION
147,510,000 25%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
635,670,000 100+%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

9. JAN
2012 WESTERN EUROPE
414,012,710 77% 23%
TOTAL POPULATION URBAN RURAL
291,225,000 70%
INTERNET USERS INTERNET PENETRATION
150,590,000 36%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
518,360,000 100+%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

10. JAN
2012 CENTRAL & EASTERN EUROPE
328,539,336 67% 33%
TOTAL POPULATION URBAN RURAL
148,905,000 45%
INTERNET USERS INTERNET PENETRATION
153,105,000 47%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
487,730,000 100+%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

11. JAN
2012 MIDDLE EAST
269,655,278 70% 30%
TOTAL POPULATION URBAN RURAL
105,150,000 39%
INTERNET USERS INTERNET PENETRATION
48,880,000 18%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
287,035,000 100+%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

12. JAN
2012 AFRICA
1,002,370,011 39% 61%
TOTAL POPULATION URBAN RURAL
110,245,000 11%
INTERNET USERS INTERNET PENETRATION
37,860,000 4%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
599,450,000 60%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

13. JAN
2012 ASIA
3,826,545,491 42% 58%
TOTAL POPULATION URBAN RURAL
921,490,000 24%
INTERNET USERS INTERNET PENETRATION
756,370,000 20%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
2,962,325,000 77%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

14. JAN
2012 OCEANIA
37,111,927 71% 29%
TOTAL POPULATION URBAN RURAL
21,335,000 57%
INTERNET USERS INTERNET PENETRATION
13,345,000 36%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
31,875,000 86%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL IN SINGAPORE. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT HTTP://WEARESOCIAL.SG, OR SAY HELLO
ON TWITTER VIA @WEARESOCIALSG. DATA SOURCES: POPULATION AND URBANISATION: UN (2010); INTERNET USERS: INTERNETWORLDSTATS.COM (LATEST AVAILABLE DATA, ACCESSED JANUARY
2012); SOCIAL NETWORK USERS: LATEST SITE REPORTED DATA FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (AS AT JANUARY 2012); MOBILE DATA: EXTRAPOLATED FROM ITU (2010)

15. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, COCA-COLA,
NESTLÉ, ADIDAS, HEINZ, AND DIAGEO.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO,
CALL US ON +65 9146 5356, OR EMAIL US AT
SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT HTTP://WEARESOCIAL.SG/

16. SIMON KEMP
MANAGING DIRECTOR, SINGAPORE
@ESKIMON
DJESKI
+65 9146 5356
SIMON.KEMP@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG