The document presents findings from the Digital 2021 report, highlighting changes in how global internet, social media, mobile device, and ecommerce usage data is collected, leading to non-comparability with previous reports. Internet user numbers now exclude figures sourced from social media platforms, potentially resulting in lower reported totals but not representing a real decline. Additionally, the report emphasizes the importance of understanding that social media user counts may exceed internet user counts due to multiple account management and non-human accounts.

1. DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
APRIL GLOBAL STATSHOT REPORT

3. PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE:
GWI
APP ANNIE
SEMRUSH
SIMILARWEB
KEPIOS
LOCOWISE
STATISTA
KENSHOO

4. !
Findings published in this report use the latest available data at the time of production. In order to provide the most accurate
and up-to-date information, we have changed the sources we use to inform some of the numbers, and we have also 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 internet user figures. As a result, the internet user numbers in this year’s reports may appear
lower than those in previous reports, but this does not necessarily imply an actual drop in internet users. We have recalculated
historical internet user figures in order to provide accurate growth figures in this year’s reports, but overall values will not
be comparable with data published in previous reports in this series. Please also note that social media user numbers
maynotrepresentuniqueindividuals,becausesomepeoplemaymanagemultiplesocialmediaaccounts,andbecause
some active social media accounts may represent ‘non-human’ entities such as animals, groups and organisations, locations,
and more. As a result, the figures we publish for social media users may exceed the figures we publish for internet users. This
may seem counter-intuitive, but the numbers in such instances are not incorrect. Separating social media user numbers from
internet user numbers in this way allows readers to make more informed choices, and enables them to use the data that has
the greatest relevance to their needs. Please see the complete list of data sources at the end of this report for further details.
IMPORTANT NOTES ON CHANGES TO DATA

5. CLICK HERE TO READ OUR DIGITAL 2021
GLOBAL OVERVIEW REPORT, WITH MORE THAN
200 PAGES OF ESSENTIAL CHARTS
AND INSIGHTS FROM AROUND THE WORLD
CLICK HERE TO READ OUR DIGITAL 2021
LOCAL COUNTRY HEADLINES REPORT,
WITH ESSENTIAL DIGITAL OVERVIEWS
FOR EVERY COUNTRY IN THE WORLD
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
DIGITAL2021
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
LOCAL COUNTRY HEADLINES

6. 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

7. GLOBAL OVERVIEW

8. 8
APR
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
7.85 5.27 4.72 4.33
BILLION BILLION BILLION BILLION
56.5% 67.1% 60.1% 55.1%
DIGITAL AROUND THE WORLD
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

9. 9
APR
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
APR 2021 vs. APR 2020 APR 2021 vs. APR 2020 APR 2021 vs. APR 2020 APR 2021 vs. APR 2020
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
+1.0% +1.9% +7.6% +13.7%
+80 MILLION +97 MILLION +332 MILLION +521 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

10. 10
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. “QOQ” REPRESENTS QUARTER-ON-QUARTER CHANGE. TELEVISION INCLUDES BROADCAST (LINEAR) TV AND
CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT PLAYING VIDEO
GAMES ON A GAMES CONSOLE
TIME SPENT USING THE
INTERNET (ALL DEVICES)
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
1H 33M 0H 58M 0H 52M 1H 10M
QOQ: +2.2% QOQ: -3.3% QOQ: -3.7% QOQ: -2.8%
6H 56M 3H 17M 2H 22M 1H 56M
QOQ: +0.5% QOQ: -3.4% QOQ: -2.1% QOQ: -4.9%
DAILY TIME SPENT WITH MEDIA
THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES

11. USE OF THE INTERNET

12. 12
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
TOTAL NUMBER
OF GLOBAL
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF TOTAL
GLOBAL POPULATION
ANNUAL CHANGE
IN THE NUMBER OF
GLOBAL INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET BY
EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE DEVICES
4.72 60.1% +7.6% 6H 56M 92.8%
BILLION +332 MILLION
A SNAPSHOT OF INTERNET USE AROUND THE WORLD
OVERVIEW OF GLOBAL INTERNET USE
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

13. 13
APR
2021
SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED APR 2021). *NOTE: ITU AND CIA USER NUMBERS BASED ON THE PUBLISHED PENETRATION
FIGURE COMPARED TO LATEST POPULATION DATA FROM THE UNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THAT WE REPORT FOR INTERNET USERS REFERENCES DATA FROM
VARIOUS DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE. AS A RESULT, OUR OVERALL FIGURE MAY NOT MATCH ANY OF THE TOTALS REPORTED ON THIS SLIDE.
GLOBAL INTERNET USERS:
ITU DATA*
GLOBAL INTERNET USERS:
CIA WORLD FACTBOOK DATA
GLOBAL INTERNET USERS:
INTERNETWORLDSTATS DATA
GLOBAL INTERNET USERS:
INTERNETLIVESTATS DATA
vs. POPULATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
4.04 4.23 5.05 4.88
BILLION BILLION BILLION BILLION
51.4% 53.9% 64.3% 62.2%
GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE
DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS

14. OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
14
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
71.0%
69.0%
70.6%
42.2%
57.1%
73.7%
62.1%
24.4%
26.2%
40.9%
55.7%
82.3%
85.7%
93.3%
97.0%
72.0%
61.7%
66.9%
90.4%
INTERNET ADOPTION IN EACH REGION, SHOWN AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION AROUND THE WORLD
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

15. 15
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
NOTE: VALUES HAVE BEEN CAPPED AT 99%.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL
MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
99.0%
99.0%
98.0%
97.0%
97.0%
97.0%
95.7%
95.0%
95.0%
94.0%
94.0%
93.0%
93.0%
92.0%
92.0%
92.0%
91.0%
90.0%
90.0%
90.0%
89.0%
89.0%
88.0%
85.0%
85.0%
85.0%
84.2%
84.2%
83.7%
80.7%
80.0%
78.0%
75.0%
74.4%
73.7%
71.0%
70.0%
70.0%
69.5%
68.5%
68.0%
67.0%
64.0%
60.1%
60.0%
57.3%
50.0%
50.0%
45.0%
40.0%
28.8%
27.5%
23.2%
20.6%
DENMARK
U.A.E.
U.K.
SOUTH
KOREA
SWEDEN
SWITZERLAND
SAUDI
ARABIA
GERMANY
NETHERLANDS
CANADA
NEW
ZEALAND
JAPAN
SPAIN
BELGIUM
HONG
KONG
IRELAND
FRANCE
SINGAPORE
TAIWAN
U.S.A.
AUSTRALIA
AUSTRIA
ISRAEL
POLAND
ROMANIA
RUSSIA
PORTUGAL
MALAYSIA
ITALY
GREECE
ARGENTINA
TURKEY
BRAZIL
MOROCCO
INDONESIA
MEXICO
IRAN
VIETNAM
THAILAND
CHINA
COLOMBIA
PHILIPPINES
SOUTH
AFRICA
WORLDWIDE
PERU
EGYPT
GHANA
NIGERIA
INDIA
KENYA
BANGLADESH
PAKISTAN
D.R.
CONGO
ETHIOPIA
PERCENTAGE OF THE POPULATION THAT USES THE INTERNET
INTERNET ADOPTION
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

16. OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
16
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF GLOBAL INTERNET USERS. REGIONS BASED ON THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
0.6%
9.8%
25.1%
17.5%
0.9%
4.4%
0.9%
2.3%
1.0%
3.6%
2.9%
5.1%
2.8%
3.9%
2.2%
6.6%
0.6%
2.6%
7.1%
THE NUMBER OF INTERNET USERS IN EACH REGION AS A PERCENTAGE OF THE TOTAL NUMBER OF GLOBAL INTERNET USERS
SHARE OF GLOBAL INTERNET USERS BY REGION
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

17. OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
17
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: REGIONS BASED ON THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
12
207
493
1,126
32
73
26
340
134
239
110
52
20
13
3
120
17
60
35
THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET
THE ‘NEXT 3 BILLION’: UNCONNECTED POPULATIONS
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

18. 18
APR
2021
SOURCES: KEPIOS (APR 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
TOTAL NUMBER OF
MOBILE INTERNET USERS
(CELLULAR AND / OR WIFI)
MOBILE INTERNET USERS
AS A PERCENTAGE OF
TOTAL INTERNET USERS
SMARTPHONE INTERNET
USERS AS A PERCENTAGE
OF TOTAL INTERNET USERS
FEATURE PHONE INTERNET
USERS AS A PERCENTAGE
OF TOTAL INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET
ON MOBILE DEVICES
4.38 92.8% 91.5% 4.8% 3H 36M
BILLION
INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
MOBILE INTERNET USE
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

19. 19
APR
2021
SOURCE: OOKLA (APR 2021). FIGURES REPRESENT AVERAGE DOWNLOAD AND UPLOAD SPEEDS (IN MEGABITS PER SECOND) AND CONNECTION LATENCY (IN MILLISECONDS) IN MARCH 2021,
WITH COMPARISONS TO THE EQUIVALENT VALUES IN MARCH 2020. *NOTE: A NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER
LATENCY RESULTS IN FASTER CONTENT DELIVERY.
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNET CONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS
DOWNLOAD (MBPS): DOWNLOAD: DOWNLOAD (MBPS): DOWNLOAD:
UPLOAD (MBPS): UPLOAD: UPLOAD (MBPS): UPLOAD:
LATENCY (MS): LATENCY*: LATENCY (MS): LATENCY*:
48.40 +58.8% 98.67 +32.2%
12.60 +17.4% 53.22 +32.5%
37 -11.9% 20 -16.7%
AVERAGE DOWNLOAD AND UPLOAD SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
INTERNET CONNECTION SPEEDS: OVERVIEW

20. 20
APR
2021
SOURCE: OOKLA (APR 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN MARCH 2021, AND COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN MARCH 2020. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE
COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN APRIL 2021.
FASTEST MOBILE INTERNET CONNECTION SPEEDS SLOWEST MOBILE INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
140 TURKMENISTAN 4.18 [N/A]
139 AFGHANISTAN 6.34 +5.5%
138 VENEZUELA 6.87 +9.0%
137 PALESTINE 7.34 +3.8%
136 BANGLADESH 10.40 +5.4%
135 GHANA 11.23 -21.7%
134 SUDAN 11.33 +63.5%
133 SOMALIA 11.86 -9.7%
132 TANZANIA 12.14 +20.2%
131 INDIA 12.15 +19.7%
01 UNITED ARAB EMIRATES 178.52 +113.7%
02 SOUTH KOREA 170.52 +109.5%
03 QATAR 167.40 +113.6%
04 CHINA 150.40 +105.0%
05 SAUDI ARABIA 133.73 +147.1%
06 NORWAY 118.20 +70.5%
07 AUSTRALIA 109.33 +70.9%
08 NETHERLANDS 103.37 +43.4%
09 BULGARIA 96.27 +47.3%
10 SWITZERLAND 95.27 +84.9%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS
MOBILE INTERNET CONNECTION SPEED RANKINGS

21. 21
APR
2021
SOURCE: OOKLA (APR 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN MARCH 2021.
178.52
170.52
150.40
133.73
109.33
103.37
95.27
93.87
83.44
82.76
78.50
77.19
76.15
68.29
66.93
64.78
64.04
63.50
60.99
57.89
55.60
52.35
49.69
48.40
47.11
46.40
45.59
45.16
42.85
42.49
42.37
39.08
36.36
35.98
34.82
31.43
29.45
27.98
25.44
25.43
24.14
23.26
22.09
20.99
20.49
18.25
17.74
16.49
12.15
11.23
10.40
U.A.E.
SOUTH
KOREA
CHINA
SAUDI
ARABIA
AUSTRALIA
NETHERLANDS
SWITZERLAND
CANADA
SWEDEN
DENMARK
NEW
ZEALAND
TAIWAN
U.S.A.
HONG
KONG
SINGAPORE
FRANCE
GERMANY
BELGIUM
GREECE
AUSTRIA
U.K.
ROMANIA
SPAIN
WORLDWIDE
THAILAND
PORTUGAL
POLAND
JAPAN
ITALY
SOUTH
AFRICA
IRELAND
TURKEY
MOROCCO
ISRAEL
VIETNAM
MEXICO
BRAZIL
ARGENTINA
MALAYSIA
PHILIPPINES
RUSSIA
KENYA
PERU
EGYPT
NIGERIA
PAKISTAN
INDONESIA
COLOMBIA
INDIA
GHANA
BANGLADESH
AVERAGE MOBILE INTERNET CONNECTION SPEED, IN MBPS
MOBILE INTERNET CONNECTION SPEEDS

22. 22
APR
2021
SOURCE: OOKLA (APR 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MARCH 2021, AND COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MARCH 2020. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE
COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN APRIL 2021.
FASTEST FIXED INTERNET CONNECTION SPEEDS SLOWEST FIXED INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
177 TURKMENISTAN 3.51 +85.7%
176 CUBA 3.91 -20.7%
175 YEMEN 5.66 +41.1%
174 ALGERIA 5.78 +59.2%
173 GUINEA 7.10 -36.1%
172 NIGER 7.57 [N/A]
171 MAURITANIA 7.87 +42.1%
170 DEM. REP. OF THE CONGO 8.66 +54.6%
169 SUDAN 8.74 +61.6%
168 SYRIA 9.34 +58.0%
01 SINGAPORE 234.40 +18.8%
02 THAILAND 230.59 +53.8%
03 HONG KONG 224.73 +33.0%
04 ROMANIA 210.82 +39.1%
05 MONACO 205.44 +48.3%
06 DENMARK 202.16 +50.7%
07 FRANCE 193.46 +41.8%
08 LIECHTENSTEIN 192.39 +50.4%
09 HUNGARY 186.88 +47.3%
10 SWITZERLAND 186.56 +25.8%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS
FIXED INTERNET CONNECTION SPEED RANKINGS

23. 23
APR
2021
SOURCE: OOKLA (APR 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN MARCH 2021.
234.40
230.59
224.73
210.82
202.16
193.46
186.56
185.01
183.98
182.69
168.00
164.42
161.95
156.10
152.17
148.14
140.28
137.22
136.20
129.85
127.90
115.83
105.06
104.07
101.38
98.67
98.46
87.32
85.19
84.65
83.61
83.45
74.79
61.24
56.10
51.34
50.76
49.64
47.89
46.77
46.25
43.20
36.68
34.83
34.11
34.07
25.05
24.98
21.19
14.91
11.43
SINGAPORE
THAILAND
HONG
KONG
ROMANIA
DENMARK
FRANCE
SWITZERLAND
SOUTH
KOREA
SPAIN
U.S.A.
CHINA
SWEDEN
CANADA
TAIWAN
NEW
ZEALAND
JAPAN
PORTUGAL
NETHERLANDS
ISRAEL
U.A.E.
POLAND
GERMANY
IRELAND
BELGIUM
AUSTRIA
WORLDWIDE
MALAYSIA
U.K.
SAUDI
ARABIA
BRAZIL
RUSSIA
ITALY
AUSTRALIA
VIETNAM
INDIA
PERU
COLOMBIA
ARGENTINA
GHANA
MEXICO
PHILIPPINES
SOUTH
AFRICA
EGYPT
GREECE
TURKEY
BANGLADESH
MOROCCO
INDONESIA
KENYA
NIGERIA
PAKISTAN
AVERAGE FIXED INTERNET CONNECTION SPEED, IN MBPS
FIXED INTERNET CONNECTION SPEEDS

24. 24
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
MARCH 2021; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR MARCH 2021 TO MARCH 2020. 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 REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
54.18% 42.90% 2.84% 0.08%
+4.3% -5.2% +7.2% -33.3%
+221 BPS -236 BPS +19 BPS -4 BPS
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
SHARE OF WEB TRAFFIC BY DEVICE
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
!

25. 25
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE VALUES ARE FOR MARCH 2021; CHANGE FIGURES COMPARE
EACH BROWSER’S SHARE IN MARCH 2021 TO ITS SHARE IN MARCH 2020. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
MICROSOFT EDGE* OPERA INTERNET EXPLORER OTHER
CHROME SAFARI FIREFOX SAMSUNG INTERNET
3.7% 2.1% 0.7% 3.2%
YOY: +53.3% (+130 BPS) YOY: +30.7% (+50 BPS) YOY: -57.3% (-98 BPS) YOY: -27.0% (-117 BPS)
64.2% 19.0% 3.7% 3.3%
YOY: +0.8% (+50 BPS) YOY: +3.7% (+68 BPS) YOY: -16.7% (-74 BPS) YOY: -2.7% (-9 BPS)
BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE
SHARE OF GLOBAL WEB TRAFFIC BY BROWSER

26. 26
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
63.3%
56.6%
55.6%
52.5%
52.1%
47.6%
46.4%
46.4%
44.5%
42.8%
38.7%
36.2%
35.5%
32.4%
31.3%
30.8%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP TO DATE WITH NEWS AND EVENTS
WATCHING VIDEOS, TV SHOWS, AND MOVIES
RESEARCHING HOW TO DO THINGS
FINDING NEW IDEAS OR INSPIRATION
ACCESSING AND LISTENING TO MUSIC
RESEARCHING PRODUCTS AND BRANDS
FILLING UP SPARE TIME AND GENERAL BROWSING
EDUCATION AND STUDY-RELATED PURPOSES
RESEARCHING PLACES, VACATIONS, AND TRAVEL
RESEARCHING HEALTH AND HEALTHCARE PRODUCTS
MANAGING FINANCES
GAMING
BUSINESS-RELATED RESEARCH
MEETING NEW PEOPLE
PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET
REASONS FOR USING THE INTERNET

27. 27
APR
2021
SOURCE: SEMRUSH (APR 2021). FIGURES REPRESENT TRAFFIC FOR MARCH 2021. NOTES: ‘UNIQUE VISITS’ REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT
MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES 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
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITS
TIME PER
VISIT
PAGES
PER VISIT
11 YAHOO.COM 3.5B 0.5B 16M 07S 3.9
12 YANDEX.RU 3.4B 0.2B 22M 31S 7.5
13 XNXX.COM 2.3B 0.4B 17M 28S 9.7
14 LIVE.COM 2.3B 0.4B 7M 08S 4.1
15 REDDIT.COM 2.2B 0.4B 19M 17S 4.0
16 NAVER.COM 1.9B 0.1B 1M 52S 9.8
17 VK.COM 1.8B 0.2B 0M 46S 11.4
18 FANDOM.COM 1.6B 0.4B 11M 01S 3.2
19 WHATSAPP.COM 1.6B 0.3B 22M 05S 1.6
20 RAKUTEN.CO.JP 1.5B 0.2B 7M 58S 5.8
01 GOOGLE.COM 75.1B 3.4B 23M 11S 7.0
02 YOUTUBE.COM 21.9B 2.2B 9M 03S 4.2
03 FACEBOOK.COM 16.4B 2.0B 22M 42S 6.0
04 WIKIPEDIA.ORG 14.3B 2.6B 8M 53S 2.1
05 YAHOO.CO.JP 5.4B 0.2B 16M 25S 6.8
06 INSTAGRAM.COM 4.1B 0.9B 17M 27S 4.4
07 AMAZON.COM 4.1B 0.8B 12M 44S 6.6
08 PORNHUB.COM 3.8B 0.6B 14M 14S 8.5
09 XVIDEOS.COM 3.7B 0.6B 17M 28S 9.4
10 TWITTER.COM 3.6B 0.8B 15M 10S 4.5
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SEMRUSH)

28. 28
APR
2021
SOURCE: SIMILARWEB (APR 2021). FIGURES REPRESENT TRAFFIC FOR MARCH 2021. 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
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITS
TIME PER
VISIT
PAGES
PER VISIT
11 WHATSAPP.COM 2.9B 0.4B 3M 12S 1.5
12 ZOOM.US 2.8B 0.5B 3M 35S 3
13 XNXX.COM 2.6B 0.3B 8M 23S 11.2
14 AMAZON.COM 2.6B 0.5B 6M 59S 8.5
15 LIVE.COM 2.5B 0.3B 7M 43S 8.3
16 PORNHUB.COM 2.3B 0.3B 7M 58S 7
17 NETFLIX.COM 2.3B 0.2B 9M 49S 4.2
18 YAHOO.CO.JP 2.3B 0.1B 9M 24S 7
19 OFFICE.COM 1.7B 0.2B 9M 38S 7.5
20 REDDIT.COM 1.7B 0.2B 9M 24S 6.4
01 GOOGLE.COM 92.1B 3.0B 11M 58S 8.9
02 YOUTUBE.COM 33.7B 1.8B 21M 53S 11.4
03 FACEBOOK.COM 22.6B 1.8B 10M 13S 8.5
04 TWITTER.COM 6.4B 0.9B 10M 48S 11.7
05 INSTAGRAM.COM 6.1B 1.0B 7M 34S 11
06 WIKIPEDIA.ORG 5.9B 1.2B 3M 55S 3
07 BAIDU.COM 5.8B 0.3B 6M 26S 8.3
08 YAHOO.COM 3.8B 0.5B 7M 46S 5.8
09 XVIDEOS.COM 3.4B 0.4B 9M 49S 9
10 YANDEX.RU 3.4B 0.2B 11M 57S 9.5
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SIMILARWEB)

29. 29
APR
2021
SOURCE: ALEXA (APR 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE PLATFORMS.
‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT GLOBAL VISITORS SPEND ON EACH SITE, MEASURED IN MINUTES AND SECONDS.
ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
11 AMAZON.COM 10M 28S 9.7
12 YAHOO.COM 5M 29S 5.0
13 WIKIPEDIA.ORG 3M 45S 3.0
14 WEIBO.COM 2M 59S 3.4
15 SINA.COM.CN 2M 49S 3.3
16 ZOOM.US 7M 22S 3.7
17 XINHUANET.COM 3M 02S 5.9
18 LIVE.COM 5M 34S 5.6
19 REDDIT.COM 5M 55S 4.6
20 NETFLIX.COM 4M 32S 3.2
01 GOOGLE.COM 16M 52S 18.1
02 YOUTUBE.COM 18M 26S 10.2
03 TMALL.COM 7M 00S 3.9
04 BAIDU.COM 5M 29S 5.1
05 QQ.COM 3M 38S 3.9
06 SOHU.COM 3M 37S 4.5
07 FACEBOOK.COM 18M 30S 9.0
08 TAOBAO.COM 4M 38S 3.5
09 360.CN 3M 15S 4.2
10 JD.COM 3M 28S 4.3
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (ALEXA)

30. 30
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO VALUES MAY NOT BE DIRECTLY COMPARABLE.
USED A CONVENTIONAL
SEARCH ENGINE (E.G. GOOGLE)
IN THE PAST MONTH
USED VOICE SEARCH
OR VOICE COMMANDS
IN THE PAST MONTH
USE SOCIAL NETWORKS AS A MAIN
SOURCE WHEN LOOKING FOR
INFORMATION ABOUT BRANDS
USED IMAGE RECOGNITION TOOLS
(E.G. PINTEREST LENS) ON A MOBILE
DEVICE IN THE PAST MONTH
98.0% 46.7% 44.7% 33.8%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES
ONLINE SEARCH BEHAVIOURS

31. 31
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). VALUES REPRESENT SHARE OF SEARCH ENGINE TRAFFIC IN MARCH 2021.
BAIDU DUCKDUCKGO SOGOU OTHER
GOOGLE BING YAHOO! YANDEX
1.3% 0.6% 0.3% 0.5%
YOY: -9.0% (-13 BPS) YOY: +43.9% (+18 BPS) YOY: -10.3% (-3 BPS) YOY: -30.8% (-20 BPS)
92.4% 2.5% 1.5% 1.0%
YOY: +0.5% (+42 BPS) YOY: -3.9% (-10 BPS) YOY: -10.8% (-18 BPS) YOY: +5.2% (+5 BPS)
PERCENTAGE OF GLOBAL WEB SEARCH TRAFFIC GOING TO EACH SEARCH ENGINE’S WEBSITE
SEARCH ENGINE MARKET SHARE

32. 32
APR
2021
SOURCE: GOOGLE TRENDS (ACCESSED APR 2021); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR
EACH QUERY vs. SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). *ADVISORY: GOOGLE TRENDS
DATA IS BASED ON A DYNAMIC SAMPLE OF SEARCH ACTIVITY, AND RANK ORDERS AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED.
# SEARCH QUERY INDEX vs. TOP QUERY
# SEARCH QUERY INDEX vs. TOP QUERY
11 INSTAGRAM 31
12 GMAIL 24
13 TIEMPO 24
14 WHATSAPP WEB 23
15 TWITTER 21
16 ПОГОДА 19
17 TRADUCTOR 19
18 HOTMAIL 19
19 CLIMA 19
20 YAHOO 18
01 GOOGLE 100
02 YOUTUBE 85
03 FACEBOOK 82
04 YOU 71
05 WEATHER 60
06 NEWS 47
07 AMAZON 47
08 TRANSLATE 40
09 WHATSAPP 38
10 VIDEOS 32
BASED ON WORLDWIDE GOOGLE SEARCHES* BETWEEN 01 JANUARY AND 31 MARCH 2021
TOP GOOGLE SEARCH QUERIES IN Q1 2021

33. 33
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
59.7%
57.6%
53.4%
53.0%
50.4%
47.1%
46.9%
46.7%
45.9%
45.6%
45.3%
44.3%
42.3%
42.3%
42.2%
39.9%
39.3%
38.6%
35.9%
35.8%
35.3%
34.9%
33.9%
33.2%
32.2%
32.2%
31.6%
27.9%
26.7%
25.6%
25.4%
24.3%
23.9%
23.3%
22.6%
22.5%
22.1%
21.8%
21.1%
21.0%
20.2%
18.1%
17.6%
17.2%
INDIA
CHINA
INDONESIA
THAILAND
MEXICO
SAUDI
ARABIA
TURKEY
WORLDWIDE
TAIWAN
U.A.E.
VIETNAM
COLOMBIA
BRAZIL
U.S.A.
PHILIPPINES
HONG
KONG
MALAYSIA
ITALY
SOUTH
AFRICA
SPAIN
AUSTRALIA
EGYPT
CANADA
U.K.
ARGENTINA
SINGAPORE
IRELAND
NEW
ZEALAND
FRANCE
RUSSIA
ROMANIA
GERMANY
SWEDEN
PORTUGAL
DENMARK
ISRAEL
SWITZERLAND
SOUTH
KOREA
POLAND
AUSTRIA
NETHERLANDS
BELGIUM
JAPAN
GREECE
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS

34. 34
APR
2021
51.0% 51.2%
42.7%
35.5%
26.4%
55.9%
53.2%
47.6%
37.4%
29.7%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE VOICE SEARCH OR VOICE COMMANDS EACH MONTH (ANY DEVICE)
USE OF VOICE INTERFACES BY AGE AND GENDER

35. 35
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: ONLY INCLUDES USE OF IMAGE RECOGNITION TOOLS ON MOBILE DEVICES.
59.7%
59.2%
58.2%
54.6%
47.1%
46.9%
46.4%
44.1%
42.5%
40.6%
39.2%
38.5%
38.2%
37.3%
36.3%
36.3%
35.7%
35.4%
34.3%
34.2%
33.8%
32.5%
32.2%
32.0%
27.6%
27.3%
27.2%
27.0%
24.8%
23.9%
22.9%
22.6%
22.0%
21.0%
21.0%
20.6%
20.2%
19.8%
19.5%
17.9%
17.3%
13.0%
12.2%
11.2%
10.0%
9.5%
9.2%
8.5%
MEXICO
BRAZIL
COLOMBIA
ARGENTINA
PORTUGAL
THAILAND
INDONESIA
VIETNAM
PHILIPPINES
NIGERIA
TAIWAN
INDIA
ISRAEL
KENYA
GREECE
SPAIN
ITALY
MALAYSIA
ROMANIA
SOUTH
AFRICA
WORLDWIDE
TURKEY
CHINA
SAUDI
ARABIA
EGYPT
U.A.E.
GHANA
POLAND
IRELAND
HONG
KONG
U.S.A.
RUSSIA
CANADA
NEW
ZEALAND
SINGAPORE
DENMARK
AUSTRALIA
SOUTH
KOREA
U.K.
MOROCCO
SWEDEN
SWITZERLAND
NETHERLANDS
AUSTRIA
JAPAN
BELGIUM
GERMANY
FRANCE
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE

36. 36
APR
2021
40.3%
36.9%
34.8%
29.7%
23.6%
36.3%
33.9% 33.4%
28.1%
21.5%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: ONLY INCLUDES USE OF IMAGE RECOGNITION TOOLS ON MOBILE DEVICES.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE

37. 37
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO VALUES MAY NOT BE DIRECTLY COMPARABLE.
VISITED OR
USED A SOCIAL
NETWORK
USED A CHAT
APP OR INSTANT
MESSAGING SERVICE
USED A WEBMAIL
SERVICE TO ACCESS,
READ, OR SEND EMAIL
USED A VOIP SERVICE (OR
SIMILAR) TO MAKE PHONE
CALLS OVER THE INTERNET
MADE A VIDEO
CALL ON A
MOBILE DEVICE
98.0% 94.5% 78.7% 47.5% 47.5%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE DIFFERENT KINDS OF INTERNET-POWERED SERVICES TO STAY IN TOUCH WITH OTHERS
INTERNET-POWERED COMMUNICATION

38. 38
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
96.2%
94.1%
93.7%
93.1%
92.9%
91.5%
91.4%
90.8%
90.2%
90.1%
89.2%
88.7%
88.6%
88.5%
88.1%
88.0%
87.3%
87.0%
86.7%
86.6%
86.3%
85.6%
85.5%
85.2%
85.1%
84.6%
84.4%
84.3%
84.0%
83.8%
83.0%
82.9%
82.1%
81.8%
80.4%
80.2%
78.7%
77.9%
77.6%
77.4%
77.0%
75.6%
71.2%
67.2%
PORTUGAL
COLOMBIA
MEXICO
ARGENTINA
TURKEY
BRAZIL
SPAIN
POLAND
THAILAND
SWITZERLAND
SAUDI
ARABIA
INDONESIA
IRELAND
HONG
KONG
ITALY
MALAYSIA
SOUTH
AFRICA
PHILIPPINES
SWEDEN
GREECE
TAIWAN
NEW
ZEALAND
AUSTRIA
DENMARK
U.K.
ISRAEL
AUSTRALIA
CANADA
SINGAPORE
FRANCE
BELGIUM
U.A.E.
EGYPT
GERMANY
ROMANIA
U.S.A.
WORLDWIDE
SOUTH
KOREA
INDIA
VIETNAM
RUSSIA
NETHERLANDS
JAPAN
CHINA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED A WEBMAIL SERVICE TO ACCESS, READ, OR SEND EMAIL IN THE PAST MONTH
USE OF WEB-BASED EMAIL

39. 39
APR
2021
79.0% 80.9% 78.5% 77.4% 75.7%
76.9% 79.3% 79.0% 79.3% 79.1%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED A WEBMAIL SERVICE TO ACCESS, READ, OR SEND EMAIL IN THE PAST MONTH
USE OF WEB-BASED EMAIL BY AGE AND GENDER

40. 40
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: ONLY INCLUDES INTERNET USERS MAKING VIDEO CALLS VIA MOBILE DEVICES.
69.7%
65.9%
65.3%
62.1%
61.5%
60.3%
59.0%
58.9%
58.8%
58.5%
58.2%
57.9%
55.5%
55.0%
54.4%
54.4%
53.9%
53.3%
50.8%
50.6%
50.6%
50.5%
49.7%
49.3%
49.0%
47.7%
47.5%
46.7%
46.2%
46.1%
45.8%
45.3%
45.2%
44.1%
43.1%
43.0%
41.7%
41.4%
39.9%
38.3%
38.1%
36.2%
35.4%
35.1%
34.9%
32.3%
27.3%
18.1%
PHILIPPINES
NIGERIA
SOUTH
AFRICA
TURKEY
COLOMBIA
PORTUGAL
VIETNAM
BRAZIL
ARGENTINA
MEXICO
IRELAND
GHANA
SPAIN
KENYA
GREECE
INDONESIA
INDIA
ROMANIA
SAUDI
ARABIA
ITALY
SWITZERLAND
MALAYSIA
U.A.E.
U.S.A.
NEW
ZEALAND
U.K.
WORLDWIDE
ISRAEL
SWEDEN
SINGAPORE
THAILAND
CANADA
EGYPT
AUSTRIA
BELGIUM
FRANCE
DENMARK
AUSTRALIA
CHINA
NETHERLANDS
POLAND
RUSSIA
GERMANY
MOROCCO
HONG
KONG
TAIWAN
SOUTH
KOREA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING

41. 41
APR
2021
57.0%
50.8% 49.5%
45.3%
38.9%
48.4%
45.8% 45.1%
42.4%
36.8%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: ONLY INCLUDES INTERNET USERS MAKING VIDEO CALLS VIA MOBILE DEVICES.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING BY AGE AND GENDER

42. 42
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO VALUES MAY NOT BE DIRECTLY COMPARABLE. VALUES FOR ACCESSING ONLINE
VIDEO INCLUDES WATCHING, DOWNLOADING, OR STREAMING VIDEOS, TV SHOWS OR MOVIES VIA INTERNET-POWERED PLATFORMS.  COMPARABILITY ADVISORY: BASE CHANGES.
ACCESS VIDEOS, TV
SHOWS, OR MOVIES
VIA THE INTERNET
WATCH ‘VLOGS’
(BLOGS RECORDED
IN VIDEO FORMAT)
LISTEN TO ONLINE
MUSIC STREAMING
SERVICES (E.G. SPOTIFY)
LISTEN TO
ONLINE RADIO
STATIONS
LISTEN TO PODCASTS
(INCLUDES PODCASTS
IN VIDEO FORMAT)
93.3% 51.7% 64.3% 48.2% 44.8%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT* VIA THE INTERNET EACH MONTH (ANY DEVICE)
ONLINE CONTENT ACTIVITIES

43. 43
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
87.2%
76.4%
63.5%
61.7%
61.1%
59.5%
57.0%
56.7%
53.1%
52.9%
51.7%
50.8%
50.8%
49.6%
46.9%
45.2%
43.7%
43.2%
42.6%
42.3%
38.4%
38.4%
37.2%
36.9%
36.0%
35.5%
34.2%
34.2%
34.0%
33.8%
33.7%
32.5%
30.6%
29.7%
28.6%
28.3%
27.8%
27.1%
25.8%
24.9%
24.4%
22.2%
19.2%
9.5%
PHILIPPINES
INDONESIA
INDIA
CHINA
VIETNAM
SAUDI
ARABIA
MALAYSIA
U.A.E.
THAILAND
MEXICO
WORLDWIDE
RUSSIA
TAIWAN
EGYPT
SOUTH
AFRICA
SINGAPORE
COLOMBIA
BRAZIL
TURKEY
ROMANIA
GREECE
HONG
KONG
POLAND
IRELAND
ARGENTINA
SPAIN
AUSTRALIA
PORTUGAL
SWEDEN
NEW
ZEALAND
SOUTH
KOREA
U.S.A.
CANADA
ITALY
U.K.
NETHERLANDS
SWITZERLAND
FRANCE
BELGIUM
DENMARK
AUSTRIA
GERMANY
ISRAEL
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE WATCHED A VLOG IN THE PAST MONTH
WATCHING VLOGS

44. 44
APR
2021
62.5%
57.7%
47.7%
37.0%
26.0%
61.0% 59.0%
51.5%
39.1%
27.7%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
WATCHING VLOGS BY AGE AND GENDER
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE WATCHED A VLOG IN THE PAST MONTH

45. 45
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
63.3%
56.0%
52.1%
50.8%
50.2%
48.1%
46.2%
46.0%
44.8%
44.5%
44.2%
43.5%
42.8%
39.3%
38.9%
38.5%
38.3%
38.2%
38.0%
37.0%
37.0%
35.7%
35.4%
35.0%
34.7%
34.5%
33.4%
32.9%
32.7%
32.4%
31.2%
31.1%
30.0%
29.7%
27.1%
26.1%
25.9%
25.8%
24.1%
22.7%
22.1%
20.8%
19.7%
9.9%
INDONESIA
CHINA
SAUDI
ARABIA
MEXICO
INDIA
THAILAND
TAIWAN
BRAZIL
WORLDWIDE
U.A.E.
PHILIPPINES
COLOMBIA
IRELAND
SOUTH
AFRICA
U.S.A.
SPAIN
EGYPT
MALAYSIA
HONG
KONG
POLAND
SWEDEN
AUSTRALIA
VIETNAM
SINGAPORE
DENMARK
NEW
ZEALAND
ARGENTINA
PORTUGAL
U.K.
CANADA
SWITZERLAND
TURKEY
ROMANIA
GERMANY
AUSTRIA
ISRAEL
FRANCE
ITALY
NETHERLANDS
BELGIUM
RUSSIA
SOUTH
KOREA
GREECE
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST MONTH
LISTENING TO PODCASTS

46. 46
APR
2021
46.8%
49.4%
42.5%
34.4%
26.4%
50.6%
53.2%
46.8%
36.3%
28.0%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
LISTENING TO PODCASTS BY AGE AND GENDER
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST MONTH

47. 47
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
18.2% 13.3% 8.6% 7.8%
86.1% 72.5% 39.7% 27.8%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
PLAYING VIDEO GAMES: DEVICE PERSPECTIVE

48. 48
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
97.2%
96.0%
95.1%
94.7%
93.4%
93.4%
92.7%
92.6%
92.5%
92.2%
90.2%
88.1%
87.4%
87.0%
86.9%
86.1%
86.1%
85.5%
85.3%
85.3%
85.0%
84.8%
84.5%
84.1%
83.9%
81.3%
81.2%
80.9%
80.3%
80.1%
78.4%
78.2%
78.2%
77.3%
76.7%
75.9%
75.8%
74.8%
74.3%
73.8%
73.2%
73.1%
71.2%
70.8%
PHILIPPINES
THAILAND
VIETNAM
INDONESIA
INDIA
TAIWAN
SAUDI
ARABIA
TURKEY
MALAYSIA
MEXICO
SOUTH
AFRICA
U.A.E.
HONG
KONG
COLOMBIA
GREECE
BRAZIL
WORLDWIDE
EGYPT
ARGENTINA
SINGAPORE
CHINA
ROMANIA
SPAIN
POLAND
PORTUGAL
FRANCE
SOUTH
KOREA
ITALY
RUSSIA
CANADA
U.S.A.
AUSTRALIA
NEW
ZEALAND
SWITZERLAND
ISRAEL
AUSTRIA
DENMARK
GERMANY
U.K.
JAPAN
SWEDEN
IRELAND
NETHERLANDS
BELGIUM
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES

49. 49
APR
2021
91.0% 89.8%
84.3%
75.7%
66.9%
94.3% 92.4%
87.7%
80.5%
67.3%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES BY AGE AND GENDER

50. 50
APR
2021
SOURCE: GLOBALWEBINDEX (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: “DLC” STANDS FOR (ADDITIONAL) DOWNLOADABLE CONTENT, OFTEN AVAILABLE VIA IN-APP PURCHASES.
PURCHASED AN IN-GAME
ITEM OR FEATURE, GAME
ADD-ON, OR DLC*
PLAYED A GAME ON
A CLOUD GAMING OR
STREAMING PLATFORM
SHARED IMAGES
OR VIDEOS OF
OWN GAMEPLAY
WATCHED A LIVE STREAM
OF OTHER PEOPLE
PLAYING GAMES
WATCHED
AN ESPORTS
TOURNAMENT
14.9% 9.5% 11.8% 15.1% 18.7%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PARTICIPATED IN EACH GAMING-RELATED ACTIVITY IN THE PAST MONTH
GAMING-RELATED ACTIVITIES

51. 51
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
22.9%
21.1%
20.3%
18.5%
17.5%
16.2%
15.8%
15.5%
14.9%
14.4%
14.3%
13.8%
13.5%
13.2%
13.1%
12.2%
11.9%
11.2%
11.0%
11.0%
10.9%
10.8%
10.7%
10.7%
10.7%
10.2%
9.6%
9.6%
9.6%
9.5%
8.8%
8.8%
8.7%
7.8%
7.8%
6.4%
6.0%
5.9%
5.5%
5.1%
5.0%
4.9%
4.7%
4.6%
3.9%
3.5%
3.0%
2.8%
U.K.
U.S.A.
CANADA
CHINA
IRELAND
TURKEY
ITALY
VIETNAM
DENMARK
AUSTRALIA
SWEDEN
NETHERLANDS
SPAIN
INDIA
WORLDWIDE
TAIWAN
MEXICO
SINGAPORE
AUSTRIA
HONG
KONG
SOUTH
KOREA
ISRAEL
FRANCE
GREECE
NEW
ZEALAND
COLOMBIA
BELGIUM
GERMANY
SWITZERLAND
U.A.E.
ARGENTINA
ROMANIA
MALAYSIA
POLAND
SOUTH
AFRICA
SAUDI
ARABIA
BRAZIL
EGYPT
INDONESIA
PHILIPPINES
THAILAND
NIGERIA
JAPAN
PORTUGAL
GHANA
RUSSIA
KENYA
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP

52. 52
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
 COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS,
SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS.
54.2%
52.0%
50.9%
49.2%
47.1%
43.8%
42.5%
42.5%
42.5%
42.0%
42.0%
41.5%
41.2%
40.9%
40.2%
39.3%
39.2%
39.0%
38.1%
37.9%
37.9%
37.1%
36.7%
35.8%
35.6%
35.6%
35.6%
35.3%
34.6%
34.5%
34.3%
33.1%
32.7%
32.7%
32.5%
32.2%
30.1%
29.8%
29.0%
28.7%
28.6%
28.1%
27.7%
25.3%
25.2%
24.9%
19.6%
18.8%
PORTUGAL
SPAIN
BRAZIL
GREECE
SOUTH
AFRICA
CANADA
FRANCE
NEW
ZEALAND
POLAND
AUSTRIA
IRELAND
MEXICO
U.K.
U.S.A.
GERMANY
BELGIUM
SINGAPORE
SWITZERLAND
ARGENTINA
AUSTRALIA
SOUTH
KOREA
COLOMBIA
ISRAEL
DENMARK
EGYPT
MALAYSIA
NETHERLANDS
ITALY
PHILIPPINES
SWEDEN
INDONESIA
WORLDWIDE
JAPAN
VIETNAM
HONG
KONG
INDIA
TAIWAN
KENYA
SAUDI
ARABIA
ROMANIA
U.A.E.
RUSSIA
TURKEY
CHINA
NIGERIA
THAILAND
MOROCCO
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!

53. 53
APR
2021
34.8%
31.6% 32.8%
36.4%
40.4%
30.2% 29.8%
31.8%
35.9%
41.4%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA

54. USE OF SOCIAL MEDIA

55. 55
APR
2021
SOURCES: KEPIOS (APR 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE. TIME SPENT DATA
FROM GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY EXCEED INTERNET USER
NUMBERS IN SOME COUNTRIES.  COMPARABILITY ADVISORY: BASE CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS*
SOCIAL MEDIA USERS AS
A PERCENTAGE OF THE
GLOBAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF GLOBAL
SOCIAL MEDIA USERS
PERCENTAGE OF SOCIAL
MEDIA USERS ACCESSING
VIA MOBILE PHONES
AVERAGE AMOUNT
OF TIME PER DAY SPENT
USING SOCIAL MEDIA
4.33 55.1% +13.7% 99.0% 2H 22M
BILLION +521 MILLION
USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE
SOCIAL MEDIA USE AROUND THE WORLD
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS

56. 56
APR
2021
3.51 3.59 3.66 3.71 3.81 3.96 4.14 4.20 4.33
SOURCE: KEPIOS ANALYSIS (APR 2021), BASED ON DATA FROM SOCIAL MEDIA COMPANIES’ EARNINGS ANNOUNCEMENTS, SELF-SERVICE ADVERTISING TOOLS, AND PUBLIC
STATEMENTS (ALL TO APR 2021); MEDIASCOPE (APR 2021); CNNIC (ACCESSED APR 2021). *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: SOURCE CHANGES. VALUES MAY NOT MATCH PREVIOUS REPORTS.
APR
2019
JUL
2019
OCT
2019
JAN
2020
APR
2020
JUL
2020
OCT
2020
JAN
2021
APR
2021
+2.3% +2.1% +1.2% +2.6% +3.9% +4.6% +1.5% +3.1%
THE TOTAL NUMBER OF GLOBAL SOCIAL MEDIA USERS* BY QUARTER, WITH RELATIVE QUARTER-ON-QUARTER CHANGE
GLOBAL SOCIAL MEDIA USERS OVER TIME

57. 57
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: RESPONDENTS COULD SELECT MULTIPLE ANSWERS.  COMPARABILITY ADVISORY: SURVEY CHANGES.
49.7%
36.9%
36.1%
31.5%
29.6%
27.8%
26.5%
25.3%
24.2%
23.8%
23.4%
22.6%
22.3%
21.8%
21.1%
20.9%
STAYING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING FUNNY OR ENTERTAINING CONTENT
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
SHARING AND DISCUSSING OPINIONS WITH OTHERS
WATCHING LIVE STREAMS
MAKING NEW CONTACTS
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
WORK-RELATED NETWORKING AND RESEARCH
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
POSTING ABOUT YOUR LIFE
WATCHING OR FOLLOWING SPORTS
FOLLOWING CELEBRITIES OR INFLUENCERS
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CITE EACH ACTIVITY AS A MAIN REASON* FOR USING SOCIAL MEDIA
REASONS FOR USING SOCIAL MEDIA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!

58. 58
APR
2021
SOURCE: GLOBALWEBINDEX (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
 COMPARABILITY ADVISORY: SURVEY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
VISITED OR USED A SOCIAL
NETWORK OR A MESSAGING
SERVICE IN THE PAST MONTH
AVERAGE NUMBER OF SOCIAL
PLATFORMS USED EACH
MONTH PER INTERNET USER
VISIT SOCIAL PLATFORMS
TO FIND FUNNY OR
ENTERTAINING CONTENT
FOLLOW BRANDS OR
RESEARCH BRANDS AND
PRODUCTS ON SOCIAL MEDIA
VISIT SOCIAL PLATFORMS FOR
WORK-RELATED NETWORKING
OR WORK-RELATED RESEARCH
98.9% 6.3 82.2% 73.5% 22.6%
PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
SOCIAL MEDIA BEHAVIOURS
THE SURVEY QUESTIONS THAT INFORM THIS CHART HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!

59. 59
APR
2021
SOURCES: KEPIOS ANALYSIS (APR 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
*NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
2,797
2,291
2,000
1,300
1,287
1,225
732
600
595
550
528
521
481
459
430
396
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
FB MESSENGER1
*
INSTAGRAM2
WEIXIN / WECHAT1
TIKTOK1
DOUYIN1
**
QQ1
TELEGRAM1
SNAPCHAT2
SINA WEIBO1
KUAISHOU1
PINTEREST1
REDDIT1
*
TWITTER2
QUORA1
*
DATA UPDATED TO:
17 APRIL 2021
THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
THE WORLD’S MOST-USED SOCIAL PLATFORMS

60. 60
APR
2021
SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. VALUES REPRESENT THE
USERS OF THE PLATFORM IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN
REPRESENT USERS WHO SAY THEY DO NOT USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.  COMPARABILITY ADVISORY: SURVEY CHANGES.
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
INSTAGRAM
ALSO USING
REDDIT
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
TIKTOK
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.7% 100% 76.8% 76.9% 12.5% 29.6% 49.0% 35.9% 35.1% 30.4%
YOUTUBE USERS 1.0% 80.9% 100% 75.8% 14.1% 27.8% 50.4% 34.4% 36.5% 29.7%
INSTAGRAM USERS 0.1% 84.9% 80.0% 100% 13.7% 34.1% 55.3% 39.0% 38.9% 30.3%
REDDIT USERS 0.1% 82.8% 81.5% 82.4% 100% 49.1% 73.7% 44.4% 58.4% 49.6%
SNAPCHAT USERS 0% 85.2% 80.2% 88.9% 21.3% 100% 63.1% 54.3% 49.2% 36.8%
TWITTER USERS 0.2% 85.2% 81.0% 87.1% 19.3% 38.0% 100% 42.9% 43.1% 38.9%
TIKTOK USERS 0.1% 85.9% 81.9% 84.6% 16.0% 45.1% 59.1% 100% 43.7% 31.3%
PINTEREST USERS 0.2% 84.9% 80.7% 85.3% 21.3% 41.3% 60.0% 44.2% 100% 41.1%
LINKEDIN USERS 0.2% 89.6% 78.0% 81.0% 22.0% 37.7% 65.9% 38.5% 50.1% 100%
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM (OUTSIDE OF CHINA) WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORMS: USER OVERLAPS
! THE QUESTIONS THAT INFORM THIS CHART HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

61. 61
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER SOCIAL PLATFORMS NOT INCLUDED IN THE
CHART SHOWN ABOVE, SO VALUES MAY NOT SUM TO 100%. INDIVIDUAL RESPONDENTS MAY USE DIFFERENT CRITERIA TO DETERMINE THEIR “FAVOURITE” PLATFORM.
24.1%
21.8%
18.4%
4.8%
3.6%
3.4%
2.4%
2.4%
2.3%
1.5%
1.2%
1.1%
1.1%
1.1%
1.0%
1.0%
WHATSAPP
FACEBOOK
INSTAGRAM
TWITTER
FB MESSENGER
TIKTOK
LINE
TELEGRAM
PINTEREST
SNAPCHAT
VK
APPLE IMESSAGE
KAKAOTALK
LINKEDIN
DISCORD
REDDIT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 (EXCLUDING CHINA) WHO SAY THAT EACH OPTION IS THEIR ‘FAVOURITE’ SOCIAL MEDIA PLATFORM*
FAVOURITE SOCIAL MEDIA PLATFORMS

62. 62
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: DOES NOT INCLUDE USERS IN CHINA. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER SOCIAL PLATFORMS NOT INCLUDED IN THE TABLES SHOWN ABOVE, SO VALUES FOR
EACH COLUMN MAY NOT SUM TO 100%. INDIVIDUAL RESPONDENTS MAY USE DIFFERENT CRITERIA TO DETERMINE THEIR “FAVOURITE” PLATFORM.
FAVOURITE SOCIAL PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL PLATFORMS AMONGST MALE INTERNET USERS
SOCIAL
PLATFORM
AGE
16–24
AGE
25–34
AGE
35–44
AGE
45–54
AGE
55–64
SOCIAL
PLATFORM
AGE
16–24
AGE
25–34
AGE
35–44
AGE
45–54
AGE
55–64
WHATSAPP 21.6% 24.2% 27.8% 27.8% 26.0%
FACEBOOK 16.3% 24.7% 27.3% 25.4% 24.6%
INSTAGRAM 28.3% 16.0% 10.5% 7.0% 5.0%
TWITTER 5.6% 5.1% 5.0% 5.3% 3.7%
FB MESSENGER 3.1% 3.8% 3.6% 4.1% 3.3%
TIKTOK 3.6% 3.1% 2.2% 1.8% 1.1%
LINE 1.2% 1.4% 2.3% 3.5% 4.8%
TELEGRAM 3.7% 3.9% 3.0% 1.9% 1.0%
PINTEREST 0.7% 1.1% 1.1% 1.2% 1.6%
SNAPCHAT 2.6% 1.2% 0.7% 0.4% 0.3%
WHATSAPP 18.4% 23.1% 26.2% 27.0% 25.6%
FACEBOOK 11.2% 21.9% 25.6% 25.6% 25.1%
INSTAGRAM 32.9% 23.4% 15.6% 11.2% 6.1%
TWITTER 7.6% 3.8% 2.9% 3.0% 2.3%
FB MESSENGER 3.0% 3.6% 4.3% 3.8% 4.1%
TIKTOK 7.5% 4.3% 2.8% 1.9% 1.1%
LINE 1.3% 1.8% 3.3% 4.1% 5.5%
TELEGRAM 1.9% 1.9% 1.4% 1.0% 0.9%
PINTEREST 4.1% 2.8% 3.6% 4.5% 5.3%
SNAPCHAT 3.6% 1.7% 1.0% 0.5% 0.4%
PERCENTAGE OF GLOBAL INTERNET USERS (EXCLUDING CHINA) WHO SAY THAT EACH OPTION IS THEIR ‘FAVOURITE’ SOCIAL MEDIA PLATFORM*
FAVOURITE SOCIAL PLATFORMS BY AGE AND GENDER

63. 63
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
46.5%
29.9%
28.6%
28.1%
27.6%
24.6%
23.0%
21.6%
21.3%
21.2%
20.5%
19.3%
17.5%
17.1%
17.0%
16.9%
16.5%
14.9%
FRIENDS, FAMILY, OR OTHER PEOPLE YOU KNOW
ACTORS, COMEDIANS, OR OTHER PERFORMERS
TV SHOWS OR CHANNELS
ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS
BANDS, SINGERS, OR OTHER MUSICIANS
RESTAURANTS, CHEFS, OR FOOD PERSONALITIES
COMPANIES AND BRANDS YOU PURCHASE FROM
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
INFLUENCERS OR OTHER EXPERTS
SPORTS PEOPLE AND TEAMS
CONTACTS RELEVANT TO YOUR WORK
COMPANIES RELEVANT TO YOUR WORK
GAMING EXPERTS OR GAMING STUDIOS
JOURNALISTS OR NEWS COMPANIES
MAGAZINES OR PUBLICATIONS YOU READ
FITNESS EXPERTS OR ORGANISATIONS
BEAUTY EXPERTS
TRAVEL WRITERS AND COMPANIES
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO SAY THEY FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED

64. 64
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
50.7%
39.3%
33.8%
33.2%
33.2%
33.1%
33.0%
32.2%
31.9%
31.9%
30.5%
26.8%
26.8%
26.3%
25.8%
24.4%
23.8%
23.6%
22.3%
22.2%
22.0%
22.0%
21.8%
21.3%
21.1%
20.6%
20.4%
20.3%
19.9%
19.1%
18.2%
17.6%
17.6%
17.3%
17.1%
17.1%
16.2%
15.6%
15.5%
15.3%
15.0%
14.2%
14.0%
13.9%
12.6%
11.6%
10.0%
6.8%
PHILIPPINES
BRAZIL
KENYA
NIGERIA
SAUDI
ARABIA
ARGENTINA
SOUTH
AFRICA
INDONESIA
COLOMBIA
MEXICO
MALAYSIA
EGYPT
PORTUGAL
MOROCCO
SPAIN
IRELAND
HONG
KONG
NEW
ZEALAND
GHANA
INDIA
ITALY
SINGAPORE
ROMANIA
WORLDWIDE
U.A.E.
SWEDEN
POLAND
TAIWAN
VIETNAM
SWITZERLAND
FRANCE
AUSTRIA
CANADA
AUSTRALIA
ISRAEL
U.S.A.
BELGIUM
CHINA
U.K.
DENMARK
GERMANY
NETHERLANDS
SOUTH
KOREA
TURKEY
THAILAND
JAPAN
GREECE
RUSSIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA

65. 65
APR
2021
32.8%
25.3%
19.5%
15.4%
9.5%
24.4%
21.7%
18.5%
14.2%
9.7%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA

66. 66
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE
BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND / OR ONLINE PINBOARDS (E.G. PINTEREST).
MESSAGING AND
LIVE CHAT SERVICES
MICRO-BLOGS
(E.G. TWITTER)
VLOGS (I.E. BLOGS RECORDED
IN A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
ANY KIND OF SOCIAL
MEDIA PLATFORM*
SOCIAL
NETWORKS
QUESTION AND ANSWER
SITES (E.G. QUORA)
FORUMS AND
MESSAGE BOARDS
16.1% 15.2% 13.8% 10.8%
72.1% 44.7% 20.8% 16.7%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE DIFFERENT KINDS OF SOCIAL MEDIA WHEN RESEARCHING BRANDS
USE OF SOCIAL MEDIA FOR RESEARCHING BRANDS

67. 67
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
87.3%
74.4%
74.0%
66.7%
66.5%
66.0%
64.8%
64.4%
63.6%
61.9%
60.8%
59.0%
58.7%
58.6%
55.9%
54.8%
52.5%
51.8%
49.4%
48.6%
48.0%
47.4%
45.7%
44.7%
44.0%
43.9%
43.5%
42.6%
42.3%
39.5%
37.2%
34.6%
34.2%
33.7%
32.8%
32.8%
31.8%
31.1%
31.0%
31.0%
29.7%
29.7%
27.8%
27.3%
26.8%
26.4%
25.2%
21.6%
NIGERIA
GHANA
KENYA
COLOMBIA
MOROCCO
ARGENTINA
INDONESIA
PHILIPPINES
MEXICO
VIETNAM
BRAZIL
SAUDI
ARABIA
MALAYSIA
SOUTH
AFRICA
TURKEY
EGYPT
THAILAND
ISRAEL
INDIA
U.A.E.
TAIWAN
GREECE
POLAND
WORLDWIDE
ROMANIA
PORTUGAL
HONG
KONG
SPAIN
RUSSIA
SINGAPORE
IRELAND
AUSTRALIA
ITALY
CHINA
NEW
ZEALAND
SWEDEN
DENMARK
FRANCE
CANADA
U.S.A.
AUSTRIA
BELGIUM
U.K.
JAPAN
SWITZERLAND
GERMANY
SOUTH
KOREA
NETHERLANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS WHEN SEARCHING FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH

68. 68
APR
2021
53.9%
49.2%
45.0%
37.3%
29.9%
49.0%
46.9%
42.9%
35.8%
28.6%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS WHEN SEARCHING FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH

69. FACEBOOK

70. 70
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON FACEBOOK
FACEBOOK’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN FACEBOOK’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*
2.21 36.2% +1.2% 43.7% 56.3%
BILLION +27 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW

71. 71
APR
2021
2,375 2,414 2,449 2,498
2,603
2,701 2,740 2,797
1,887 1,924 1,930 1,949 2,025 2,091 2,137 2,184 2,212
SOURCES: MAU FIGURES TAKEN FROM DATA PUBLISHED IN FACEBOOK’S QUARTERLY EARNINGS ANNOUNCEMENTS (DATES AS STATED BENEATH GRAPH); ADVERTISING AUDIENCE FIGURES
BASED ON KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (DATES AS STATED BENEATH GRAPH). *NOTES: FIGURES IN WHITE CIRCLES REPRESENT
RELATIVE CHANGE vs. PREVIOUS QUARTER. MAU FIGURES ARE NOT AVAILABLE FOR THE CURRENT QUARTER AT THE TIME OF REPORT PUBLICATION.
MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU*
APR
2019
JUL
2019
OCT
2019
JAN
2020
APR
2020
JUL
2020
OCT
2020
JAN
2021
APR
2021
+2.4% [N/A] +1.6% +2.0% +1.4% +0.3% +2.0% +1.0% +4.2% +3.9% +3.8% +3.3% +1.4% +2.2% +2.1% +2.2% +1.2%
FACEBOOK’S MONTHLY ACTIVE USERS (MAU) AND GLOBAL ADVERTISING AUDIENCE REACH (ADV) OVER TIME, WITH QUARTER-ON-QUARTER CHANGE*
FACEBOOK’S ACTIVE USERS vs. AD AUDIENCE OVER TIME

72. 72
APR
2021
2.5%
9.5%
12.6%
7.7%
5.0%
3.3%
2.6%
3.2%
14.0%
18.9%
9.9%
5.4%
3.1%
2.3%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 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 SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE

73. 73
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
10= PAKISTAN 43,000,000 +7.5%
12= TURKEY 38,000,000 0%
12= UNITED KINGDOM 38,000,000 0%
14 COLOMBIA 37,000,000 +2.8%
15 FRANCE 33,000,000 0%
16= ARGENTINA 31,000,000 0%
16= ITALY 31,000,000 0%
16= NIGERIA 31,000,000 +6.9%
19 GERMANY 28,000,000 -3.4%
20 PERU 26,000,000 0%
01 INDIA 330,000,000 +3.1%
02 UNITED STATES 190,000,000 0%
03 INDONESIA 140,000,000 0%
04 BRAZIL 130,000,000 0%
05 MEXICO 95,000,000 +2.2%
06 PHILIPPINES 85,000,000 +2.4%
07 VIETNAM 70,000,000 +2.9%
08 THAILAND 52,000,000 +2.0%
09 EGYPT 46,000,000 +2.2%
10= BANGLADESH 43,000,000 +4.9%
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING

74. 74
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
APR 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP. 13+”
VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 MEXICO 94.0% 95,000,000 +2.2%
12 MALAYSIA 92.2% 24,000,000 0%
13 BOLIVIA 91.8% 8,000,000 +3.9%
14 ICELAND 90.9% 260,000 0%
15 U.A.E. 90.1% 7,800,000 0%
16 BRUNEI 90.0% 320,000 0%
17 GREENLAND 90.0% 42,000 0%
18 VIETNAM 89.7% 70,000,000 +2.9%
19 COLOMBIA 89.2% 37,000,000 +2.8%
20 GUAM 89.0% 120,000 0%
01 MONGOLIA 108.8%* 2,600,000 +4.0%
02 LIBYA 106.3%* 5,600,000 +1.8%
03 PHILIPPINES 103.6%* 85,000,000 +2.4%
04 MALTA 100.8%* 390,000 +2.6%
05 PERU 99.5% 26,000,000 0%
06 TONGA 99.3% 74,000 0%
07 ARUBA 97.5% 89,000 0%
08 CAMBODIA 97.4% 12,000,000 +9.1%
09 SAMOA 96.7% 130,000 0%
10 ECUADOR 95.7% 13,000,000 0%
COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: FACEBOOK

75. 75
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
PERCENTAGE OF FACEBOOK
USERS ACCESSING VIA ANY
KIND OF MOBILE PHONE
PERCENTAGE OF FACEBOOK
USERS WHO ONLY ACCESS VIA A
LAPTOP OR DESKTOP COMPUTER
PERCENTAGE OF FACEBOOK
USERS WHO ACCESS VIA BOTH
PHONES AND COMPUTERS
PERCENTAGE OF FACEBOOK
USERS WHO ONLY ACCESS
VIA A MOBILE PHONE
98.4% 1.6% 17.4% 81.0%
THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM
FACEBOOK ACCESS BY DEVICE

76. 76
APR
2021
SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE
USING MOBILE DEVICES. *NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB
BROWSERS MAY ALSO INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES.
PERCENTAGE OF MOBILE
FACEBOOK USERS ACCESSING
VIA APPS ON ANDROID DEVICES
PERCENTAGE OF MOBILE
FACEBOOK USERS ACCESSING
VIA APPS ON IOS DEVICES
PERCENTAGE OF MOBILE FACEBOOK
USERS ACCESSING VIA OTHER OPERATING
SYSTEMS OR MOBILE WEB BROWSERS*
81.4% 14.7% 3.9%
PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE THAT ACCESSES THE PLATFORM USING EACH OPERATING SYSTEM
SHARE OF FACEBOOK ACCESS BY MOBILE OS

77. 77
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
NUMBER OF
FACEBOOK PAGES
LIKED (LIFETIME)
POSTS LIKED IN
THE PAST 30 DAYS
(ALL POST TYPES)
COMMENTS MADE IN
THE PAST 30 DAYS
(ALL POST TYPES)
FACEBOOK POSTS
SHARED IN THE PAST 30
DAYS (ALL POST TYPES)
FACEBOOK ADVERTS
CLICKED IN THE PAST 30
DAYS (ANY CLICK TYPE)
1 1 11 10 6 4 1 1 14 10
1 11 5 1 11
THE NUMBER OF TIMES A ‘TYPICAL’ USER AGED 18+ PERFORMS EACH ACTIVITY ON FACEBOOK
FACEBOOK ACTIVITY FREQUENCY

78. 78
APR
2021
10
12
14
13
11
8
12
11
10
7
5 5
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR
‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* LIKE A POST ON FACEBOOK
FACEBOOK MONTHLY POST LIKES BY AGE AND GENDER

79. 79
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTE: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
17
15
13
13
13
13
13
13
13
13
13
12
12
12
12
12
12
12
12
12
11
11
11
11
11
11
10
10
10
10
10
10
9
9
9
8
8
8
8
7
7
7
7
7
7
6
5
4
2
2
2
GREECE
ROMANIA
AUSTRALIA
BELGIUM
BANGLADESH
BRAZIL
EGYPT
ISRAEL
ITALY
NEW
ZEALAND
PAKISTAN
ARGENTINA
COLOMBIA
DENMARK
INDIA
IRELAND
NIGERIA
PORTUGAL
SWEDEN
U.K.
KENYA
MEXICO
PHILIPPINES
TURKEY
U.A.E.
WORLDWIDE
AUSTRIA
CANADA
MALAYSIA
NETHERLANDS
THAILAND
U.S.A.
FRANCE
PERU
TAIWAN
INDONESIA
MOROCCO
SOUTH
AFRICA
VIETNAM
GHANA
POLAND
SAUDI
ARABIA
SINGAPORE
SPAIN
SWITZERLAND
GERMANY
HONG
KONG
RUSSIA
CHINA
JAPAN
SOUTH
KOREA
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* LIKES A POST ON FACEBOOK
FACEBOOK MONTHLY POST LIKES BY GEOGRAPHY

80. 80
APR
2021
5
6
8
10 10
7
4 4 4 4
3 3
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR
‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER
MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* COMMENT ON A FACEBOOK POST

81. 81
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
12
11
8
8
8
8
8
7
7
7
7
7
7
7
7
6
6
6
6
6
6
6
6
6
5
5
5
5
5
5
5
4
4
4
4
3
3
3
3
3
3
2
2
2
2
2
2
1
1
1
1
PHILIPPINES
EGYPT
AUSTRALIA
MEXICO
NEW
ZEALAND
NIGERIA
THAILAND
ARGENTINA
BELGIUM
BRAZIL
DENMARK
SOUTH
AFRICA
U.K.
U.S.A.
VIETNAM
CANADA
COLOMBIA
ISRAEL
ITALY
KENYA
NETHERLANDS
PERU
PORTUGAL
ROMANIA
GREECE
IRELAND
MALAYSIA
PAKISTAN
SWEDEN
U.A.E.
WORLDWIDE
BANGLADESH
FRANCE
INDONESIA
SAUDI
ARABIA
AUSTRIA
MOROCCO
POLAND
SPAIN
TAIWAN
TURKEY
GERMANY
GHANA
HONG
KONG
INDIA
SINGAPORE
SWITZERLAND
CHINA
JAPAN
RUSSIA
SOUTH
KOREA
MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS AGED 18+* COMMENT ON A FACEBOOK POST
FACEBOOK MONTHLY COMMENTS BY GEOGRAPHY

82. 82
APR
2021
9
13
18
20 20
15
8
9
12 12 12
9
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’ OR
‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FACEBOOK MONTHLY AD CLICKS BY AGE AND GENDER
MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* CLICK ON FACEBOOK ADS*

83. 83
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES
MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
24
23
22
22
22
21
21
21
20
20
19
19
19
19
19
19
18
18
18
17
17
16
16
15
15
14
14
14
14
14
14
13
13
13
12
11
10
10
9
9
8
8
7
7
7
6
6
5
5
4
1
ISRAEL
DENMARK
AUSTRALIA
GREECE
ROMANIA
ITALY
NETHERLANDS
NEW
ZEALAND
IRELAND
MALAYSIA
POLAND
PORTUGAL
SWEDEN
TAIWAN
U.K.
U.S.A.
BELGIUM
CANADA
SINGAPORE
SOUTH
KOREA
THAILAND
AUSTRIA
VIETNAM
BRAZIL
HONG
KONG
FRANCE
GERMANY
MEXICO
SPAIN
SWITZERLAND
TURKEY
ARGENTINA
COLOMBIA
EGYPT
PERU
WORLDWIDE
MOROCCO
U.A.E.
PHILIPPINES
RUSSIA
PAKISTAN
SAUDI
ARABIA
INDIA
INDONESIA
JAPAN
BANGLADESH
SOUTH
AFRICA
GHANA
KENYA
NIGERIA
CHINA
MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS AGED 18+* CLICK ON FACEBOOK ADS*
FACEBOOK MONTHLY AD CLICKS BY GEOGRAPHY

84. 84
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT
AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
AVERAGE NUMBER OF
PAGE POSTS PER DAY
PHOTO POSTS’ SHARE
OF TOTAL PAGE POSTS
VIDEO POSTS’ SHARE
OF TOTAL PAGE POSTS
LINK POSTS’ SHARE
OF TOTAL PAGE POSTS
STATUS POSTS’ SHARE
OF TOTAL PAGE POSTS
2.32 34.5% 14.1% 49.5% 2.0%
EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE

85. 85
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
!
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: ALL POST TYPES
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: PHOTO POSTS
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: VIDEO POSTS
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: LINK POSTS
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: STATUS POSTS
0.10% 0.16% 0.12% 0.04% 0.19%
DUE TO CHANGES IN FACEBOOK’S POLICIES, THE DATA ON THIS CHART USE A DIFFERENT METHODOLOGY AND DIFFERENT SOURCE DATA COMPARED TO OUR PREVIOUS REPORTS
THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS

86. 86
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S REACTIONS,
COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN
VARIOUS COUNTRIES AROUND THE WORLD.
>100K
10K-100K
<10K
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE*: PAGES
WITH FEWER THAN 10,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE*: PAGES
WITH 10,000 – 100,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE*: PAGES
WITH MORE THAN 100,000 FANS
0.39% 0.23% 0.07%
COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS
FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE

87. YOUTUBE

88. 88
APR
2021
SOURCES: KEPIOS ANALYSIS (APR 2021), BASED ON DATA PUBLISHED IN YOUTUBE’S MARKETING MATERIALS AND GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: GOOGLE DOES NOT
OFFER YOUTUBE TARGETING ACROSS ALL COUNTRIES IN ITS SELF-SERVICE AD TOOLS. VALUES BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE
DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE*
THAT GOOGLE REPORTS
CAN BE REACHED USING
ADVERTS ON YOUTUBE
TOTAL NUMBER OF
HOURS OF VIDEO
WATCHED ON
YOUTUBE EACH DAY
SHARE OF TOTAL
YOUTUBE WATCH TIME
THAT TAKES PLACE
ON MOBILE DEVICES
YOUTUBE’S FEMALE
AD AUDIENCE AS A
PERCENTAGE OF ITS TOTAL
ADVERTISING AUDIENCE*
YOUTUBE’S MALE
AD AUDIENCE AS A
PERCENTAGE OF ITS TOTAL
ADVERTISING AUDIENCE*
2.29 1 70% 45.8% 54.2%
BILLION BILLION
ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD
YOUTUBE OVERVIEW

89. 89
APR
2021
6.3%
9.1%
7.8%
5.9%
4.3% 4.0%
8.7%
12.1%
9.2%
6.3%
4.2%
3.7%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: KEPIOS ANALYSIS (APR 2021) BASED ON DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL AUDIENCE, NOT JUST
AUDIENCES AGED 18+, SO WILL NOT SUM TO 100%. BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’. *ADVISORY: DATA SHOWN HERE REPRESENT YOUTUBE’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF YOUTUBE’S ADVERTISING AUDIENCE

90. 90
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED
SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. VALUES IN THE “% POP. 18+” COLUMN COMPARE YOUTUBE’S AUDIENCE AGED 18+ TO TOTAL
POPULATION AGED 18+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH % POP. 18+
# COUNTRY OR TERRITORY REACH % POP. 18+
11 UNITED KINGDOM 53,000,000 83.9%
12 TURKEY 50,600,000 64.8%
13 FRANCE 49,600,000 83.9%
14 SOUTH KOREA 43,100,000 86.3%
15 EGYPT 40,500,000 47.8%
16 ITALY 39,300,000 66.9%
17 SPAIN 37,400,000 84.8%
18 THAILAND 37,300,000 54.3%
19 PAKISTAN 36,100,000 21.3%
20 CANADA 32,200,000 89.7%
01 INDIA 448,000,000 36.3%
02 UNITED STATES 240,000,000 78.7%
03 BRAZIL 127,000,000 64.6%
04 INDONESIA 107,000,000 42.5%
05 RUSSIA 99,000,000 74.1%
06 JAPAN 93,800,000 79.0%
07 MEXICO 74,100,000 63.2%
08 GERMANY 66,000,000 82.4%
09 VIETNAM 55,700,000 61.5%
10 PHILIPPINES 54,200,000 59.5%
COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING

91. INSTAGRAM

92. 92
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.29 21.0% +5.4% 51.1% 48.9%
BILLION +66 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW

93. 93
APR
2021
3.8%
14.0%
15.6%
8.6%
4.8%
2.3%
1.3%
3.7%
15.6%
17.2%
7.2%
3.5%
1.5%
0.9%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE

94. 94
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY
ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
01 INDIA 150,000,000 +7.1%
02 UNITED STATES 140,000,000 0%
03 BRAZIL 100,000,000 +1.0%
04 INDONESIA 86,000,000 +1.2%
05 RUSSIA 57,000,000 +1.8%
06 TURKEY 47,000,000 +2.2%
07 JAPAN 45,000,000 +18.4%
08= MEXICO 34,000,000 +6.3%
08= UNITED KINGDOM 34,000,000 +9.7%
10 GERMANY 30,000,000 +15.4%
11 ITALY 28,000,000 +12.0%
12 FRANCE 26,000,000 +8.3%
13 SPAIN 24,000,000 +14.3%
14 ARGENTINA 21,000,000 0%
15= SOUTH KOREA 17,000,000 +6.3%
15= PHILIPPINES 17,000,000 +13.3%
15= THAILAND 17,000,000 +6.3%
18 COLOMBIA 16,000,000 0%
19= CANADA 15,000,000 0%
19= EGYPT 15,000,000 +7.1%
19= SAUDI ARABIA 15,000,000 0%
19= UKRAINE 15,000,000 +7.1%
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING

95. 95
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
01
02
03
04
05
06
07
08
09
10
11 BAHRAIN 63.1% 920,000 +3.4%
12 PANAMA 62.5% 2,100,000 +5.0%
13 CHILE 62.4% 10,000,000 +3.1%
14 GUAM 61.5% 83,000 0%
15 IRELAND 61.2% 2,500,000 +13.6%
16 PORTUGAL 60.7% 5,500,000 +14.6%
17 KYRGYZSTAN 59.9% 2,800,000 +3.7%
18 MALTA 59.5% 230,000 -4.2%
19 URUGUAY 59.2% 1,700,000 0%
20 ARUBA 59.1% 54,000 0%
01 KAZAKHSTAN 78.5% 11,000,000 0%
02 ICELAND 76.9% 220,000 +15.8%
03 SWEDEN 74.5% 6,400,000 +12.3%
04 CYPRUS 74.0% 770,000 +14.9%
05 BRUNEI 73.1% 260,000 +4.0%
06 TURKEY 69.7% 47,000,000 +2.2%
07 KUWAIT 68.3% 2,400,000 +4.3%
08 ANDORRA 66.8% 46,000 +21.1%
09 NORWAY 66.7% 3,100,000 +14.8%
10 CAYMAN IS. 65.9% 37,000 +2.8%
COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM

96. 96
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS.
VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
AVERAGE MONTHLY
GROWTH IN
ACCOUNT FOLLOWERS
AVERAGE NUMBER
OF MAIN FEED
POSTS PER DAY
PHOTO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
VIDEO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
CAROUSEL POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
+1.71% 1.58 64.4% 16.8% 18.8%
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS

97. 97
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT
ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE.
AVERAGE
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE
ENGAGEMENT RATE
FOR CAROUSEL POSTS
0.84% 0.84% 0.60% 1.04%
AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS

98. 98
APR
2021
SOURCE: LOCOWISE (APR 2021). FIGURES REPRESENT AVERAGES FOR Q1 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A
VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES.
>100K
10K-100K
<10K
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
10,000 – 100,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
MORE THAN 100,000 FOLLOWERS
1.25% 1.00% 0.73%
COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS
INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS

99. FACEBOOK MESSENGER

100. 100
APR
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON MESSENGER
MESSENGER’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE IN
FACEBOOK MESSENGER’S
ADVERTISING REACH
PERCENTAGE OF
MESSENGER’S AD
AUDIENCE THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
MESSENGER’S AD
AUDIENCE THAT FACEBOOK
REPORTS IS MALE*
1.01 16.6% -3.7% 43.8% 56.2%
BILLION -39 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MESSENGER
FACEBOOK MESSENGER: AD AUDIENCE OVERVIEW

101. 101
APR
2021
2.5%
9.9%
13.8%
8.1%
5.0%
2.9%
1.7%
3.0%
14.8%
19.7%
9.6%
5.0%
2.6%
1.6%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: DATA ON THIS CHART REPRESENT FACEBOOK MESSENGER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE
SHARES OF TOTAL MONTHLY ACTIVE USERS. SOME AD FORMATS ARE NOT AVAILABLE IN ALL COUNTRIES, WHICH MAY AFFECT DATA.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF FACEBOOK MESSENGER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF MESSENGER’S ADVERTISING AUDIENCE

102. 102
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
01 INDIA 130,000,000 -7.1%
02 BRAZIL 70,000,000 -9.1%
03 MEXICO 64,000,000 -3.0%
04 VIETNAM 53,000,000 0%
05 PHILIPPINES 47,000,000 +4.4%
06 THAILAND 37,000,000 0%
07 EGYPT 34,000,000 +3.0%
08 INDONESIA 30,000,000 -3.2%
09 UNITED KINGDOM 28,000,000 -6.7%
10 BANGLADESH 27,000,000 +8.0%
11 COLOMBIA 21,000,000 -4.5%
12= ITALY 18,000,000 -10.0%
12= TURKEY 18,000,000 -14.3%
14 IRAQ 17,000,000 0%
15 POLAND 16,000,000 -5.9%
16= ALGERIA 15,000,000 +7.1%
16= GERMANY 15,000,000 -11.8%
16= PERU 15,000,000 +15.4%
19 ARGENTINA 14,000,000 -12.5%
20= MALAYSIA 13,000,000 -7.1%
20= MYANMAR 13,000,000 -23.5%
20= PAKISTAN 13,000,000 +8.3%
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
FACEBOOK MESSENGER AD REACH RANKING

103. 103
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 PALESTINE 69.7% 2,400,000 0%
12 CYPRUS 69.2% 720,000 -2.7%
13 ARUBA 69.0% 63,000 -7.4%
14 FIJI 68.4% 460,000 0%
15 VIETNAM 67.9% 53,000,000 0%
16 SAMOA 67.0% 90,000 -2.2%
17 NEW ZEALAND 66.8% 2,700,000 -3.6%
18 AMERICAN SAMOA 66.3% 28,000 0%
19 NORWAY 64.6% 3,000,000 -3.2%
20 LITHUANIA 64.5% 1,500,000 0%
01 MONGOLIA 92.1% 2,200,000 +4.8%
02 MALTA 82.7% 320,000 -3.0%
03 ICELAND 80.4% 230,000 0%
04 LIBYA 77.8% 4,100,000 +2.5%
05 GREENLAND 77.2% 36,000 -2.7%
06 TONGA 75.2% 56,000 +3.7%
07 GUAM 74.2% 100,000 -9.1%
08 BHUTAN 71.8% 440,000 +2.3%
09 GEORGIA 70.3% 2,300,000 0%
10 FRENCH POLYNESIA 69.9% 160,000 0%
COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: MESSENGER

104. LINKEDIN

105. 105
APR
2021
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART ARE NOT
COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES
HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE*
THAT LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN
LINKEDIN’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 18+
QUARTER-ON-
QUARTER CHANGE
IN LINKEDIN’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE*
745.6 13.3% +2.5% 42.8% 57.2%
MILLION +18 MILLION
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN

106. 106
APR
2021
8.5%
26.7%
7.2%
1.1%
10.8%
33.4%
10.3%
2.0%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
*ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
 COMPARABILITY ADVISORY: BASE CHANGES.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE

107. 107
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
01 UNITED STATES 170,000,000 0%
02 INDIA 75,000,000 +5.6%
03 CHINA 50,000,000 0%
04 BRAZIL 48,000,000 +6.7%
05 UNITED KINGDOM 31,000,000 +3.3%
06 FRANCE 22,000,000 +4.8%
07= CANADA 18,000,000 0%
07= INDONESIA 18,000,000 +5.9%
09 MEXICO 16,000,000 0%
10 ITALY 15,000,000 0%
11 SPAIN 14,000,000 0%
12= AUSTRALIA 12,000,000 0%
12= GERMANY 12,000,000 0%
14= PHILIPPINES 10,000,000 +4.2%
14= TURKEY 10,000,000 +2.0%
16 COLOMBIA 9,500,000 +5.6%
17 NETHERLANDS 9,300,000 +2.2%
18= ARGENTINA 8,600,000 +2.4%
18= SOUTH AFRICA 8,600,000 +3.6%
20= PAKISTAN 7,000,000 +2.9%
20= RUSSIAN FEDERATION 7,000,000 0%
22 PERU 6,300,000 +1.6%
COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING

108. 108
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP. 18+”
VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 18+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 18+
TOTAL
REACH
QOQ
CHANGE
11 ARUBA 61.7% 52,000 +2.0%
12 NEW ZEALAND 61.7% 2,300,000 +4.5%
13 U.A.E. 60.6% 5,000,000 +4.2%
14 AUSTRALIA 60.5% 12,000,000 0%
15 DENMARK 60.1% 2,800,000 +3.7%
16 MALTA 60.0% 220,000 0%
17 CANADA 58.4% 18,000,000 0%
18 UNITED KINGDOM 57.5% 31,000,000 +3.3%
19 LUXEMBOURG 56.4% 290,000 0%
20 CURAÇAO 56.1% 72,000 +1.4%
01 AMERICAN SAMOA 103.0%* 38,000 0%
02 BERMUDA 100.7%* 50,000 0%
03 ICELAND 94.9% 250,000 +4.2%
04 CAYMAN IS. 85.9% 45,000 +2.3%
05 ANDORRA 81.8% 53,000 +1.9%
06 U.S. VIRGIN IS. 74.8% 60,000 +1.7%
07 NETHERLANDS 67.0% 9,300,000 +2.2%
08 UNITED STATES 65.7% 170,000,000 0%
09 IRELAND 64.0% 2,400,000 +4.3%
10 SINGAPORE 61.9% 3,100,000 +3.3%
COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 18+
ELIGIBLE AUDIENCE REACH RATE RANKING: LINKEDIN

109. SNAPCHAT

110. 110
APR
2021
SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: SNAP’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT FIGURES FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE*
THAT SNAP REPORTS
CAN BE REACHED WITH
ADVERTS ON SNAPCHAT
SNAPCHAT’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN SNAPCHAT’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS MALE*
528.2 8.6% +6.0% 56.1% 42.5%
MILLION +30 MILLION
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT

111. 111
APR
2021
12.4%
11.1%
9.4%
11.9%
8.7%
2.7%
8.4%
9.4%
8.7%
9.9%
4.9%
1.3%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%.
*ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 – 17
YEARS OLD
18 – 20
YEARS OLD
21 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE

112. 112
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR 2021).
*NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY: “REACH” MAY
NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
11 TURKEY 12,150,000 +9.5%
12 EGYPT 12,050,000 +12.6%
13 BRAZIL 11,150,000 -6.7%
14 CANADA 10,500,000 +1.0%
15 RUSSIA 8,600,000 0%
16 NIGERIA 7,850,000 +18.0%
17 AUSTRALIA 7,550,000 0%
18 COLOMBIA 6,550,000 +8.3%
19 NETHERLANDS 6,000,000 +3.4%
20 ALGERIA 5,450,000 +9.0%
01 UNITED STATES 108,650,000 +0.6%
02 INDIA 93,950,000 +26.4%
03 FRANCE 24,800,000 +1.2%
04 UNITED KINGDOM 21,300,000 +0.9%
05 SAUDI ARABIA 20,350,000 +3.8%
06 MEXICO 18,200,000 +1.4%
07 GERMANY 15,600,000 +1.6%
08 PAKISTAN 13,900,000 +25.2%
09 PHILIPPINES 13,250,000 +3.9%
10 IRAQ 12,450,000 +10.7%
COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING

113. 113
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ONLY INCLUDES
COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 NETHERLANDS 40.4% 6,000,000 +3.4%
12 JORDAN 40.0% 2,950,000 +7.3%
13 UNITED STATES 38.8% 108,650,000 +0.6%
14 OMAN 37.5% 1,550,000 +10.7%
15 UNITED KINGDOM 36.9% 21,300,000 +0.9%
16 NEW ZEALAND 35.9% 1,450,000 0%
17 AUSTRALIA 35.3% 7,550,000 0%
18 PALESTINE 33.4% 1,150,000 +4.5%
19 PUERTO RICO 33.2% 825,000 +17.0%
20 U.A.E. 32.9% 2,850,000 +5.6%
01 SAUDI ARABIA 73.8% 20,350,000 +3.8%
02 NORWAY 71.0% 3,300,000 0%
03 LUXEMBOURG 67.2% 367,500 +4.3%
04 KUWAIT 56.9% 2,000,000 0%
05 DENMARK 51.0% 2,550,000 0%
06 IRELAND 48.9% 2,000,000 +2.6%
07 SWEDEN 47.7% 4,100,000 0%
08 IRAQ 45.5% 12,450,000 +10.7%
09 FRANCE 44.7% 24,800,000 +1.2%
10 BAHRAIN 42.2% 615,000 +5.1%
COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: SNAPCHAT

114. TWITTER

115. 115
APR
2021
SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS,
OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
POTENTIAL AUDIENCE*
THAT TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
TWITTER’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN TWITTER’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
395.9 6.5% +12.1% 36.3% 63.7%
MILLION +43 MILLION
TWITTER: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER

116. 116
APR
2021
2.6%
7.7%
12.9%
6.9%
6.0%
4.0%
9.4%
25.6%
13.8%
11.1%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP.
NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND MAY
NOT CORRELATE WITH ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 –17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF TWITTER’S ADVERTISING AUDIENCE

117. 117
APR
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
01 UNITED STATES 73,200,000 +5.6%
02 JAPAN 54,150,000 +6.4%
03 INDIA 18,800,000 +7.4%
04 UNITED KINGDOM 18,300,000 +11.2%
05 BRAZIL 17,900,000 +10.5%
06= INDONESIA 15,100,000 +7.5%
06= TURKEY 15,100,000 +11.0%
08 SAUDI ARABIA 13,000,000 +4.4%
09 MEXICO 12,050,000 +9.5%
10 FRANCE 9,250,000 +15.6%
11 PHILIPPINES 8,900,000 +13.4%
12 SPAIN 8,450,000 +12.7%
13 THAILAND 8,350,000 +13.6%
14 CANADA 7,600,000 +17.8%
15 GERMANY 7,350,000 +26.7%
16 SOUTH KOREA 6,100,000 +18.4%
17 ARGENTINA 5,550,000 +11.0%
18 EGYPT 4,200,000 +13.5%
19 NETHERLANDS 3,900,000 +23.8%
20= COLOMBIA 3,800,000 +13.4%
20= MALAYSIA 3,800,000 +13.4%
22 ITALY 3,500,000 +25.0%
COUNTRIES AND TERRITORIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
TWITTER AD REACH RANKING

118. 118
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 UNITED KINGDOM 31.7% 18,300,000 +11.2%
12 ICELAND 31.3% 89,550 +44.4%
13 CAYMAN IS. 31.3% 17,550 +63.3%
14 BAHRAIN 27.7% 404,000 +24.7%
15 U.S. VIRGIN IS. 26.5% 23,150 +26.2%
16 NETHERLANDS 26.2% 3,900,000 +23.8%
17 UNITED STATES 26.1% 73,200,000 +5.6%
18 ARUBA 25.8% 23,550 -1.9%
19 HONG KONG 25.4% 1,700,000 +25.9%
20 GUERNSEY 25.4% 14,000 -10.0%
01 JAPAN 48.0% 54,150,000 +6.4%
02 SAUDI ARABIA 47.2% 13,000,000 +4.4%
03 PUERTO RICO 44.2% 1,100,000 +141.0%
04 KUWAIT 41.3% 1,450,000 +16.0%
05 ISLE OF MAN 40.3% 29,550 +72.3%
06 SINGAPORE 39.9% 2,100,000 +20.0%
07 LUXEMBOURG 35.5% 194,350 +42.1%
08 BERMUDA 34.5% 18,350 +52.9%
09 ANDORRA 34.2% 23,550 +103.9%
10 IRELAND 33.0% 1,350,000 +23.2%
COUNTRIES AND TERRITORIES* WITH THE LARGEST TWITTER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: TWITTER

119. PINTEREST

120. 120
APR
2021
SOURCE: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). FIGURES USE MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST PUBLISHES DATA FOR ‘UNSPECIFIED’ GENDER IN
ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE
ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. PINTEREST ADDED BRAZIL TO ITS AD TARGETING OPTIONS IN Q1, ADDING 18+ MILLION USERS TO THE GLOBAL TOTAL.
POTENTIAL AUDIENCE*
THAT PINTEREST REPORTS
CAN BE REACHED WITH
ADVERTS ON PINTEREST
PINTEREST’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN PINTEREST’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT PINTEREST
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT PINTEREST
REPORTS IS MALE*
218.9 4.0% +9.0% 77.2% 14.9%
MILLION +18 MILLION
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST

121. 121
APR
2021
13.9%
30.9%
13.7%
7.2% 7.7%
2.9%
2.0%
6.3%
2.8%
1.8% 1.6% 0.8%
0.7%
4.2%
1.5%
0.6% 1.0% 0.3%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (APR 2021). *NOTES: “N/A” CORRESPONDS TO “UNSPECIFIED” GENDER, AS REPORTED BY
PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING
AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A*
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF PINTEREST’S ADVERTISING AUDIENCE

122. 122
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY: “REACH”
MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
11 POLAND 4,215,000 +24.3%
12 BELGIUM 2,835,000 -3.9%
13 AUSTRIA 1,929,000 +10.6%
14 SWEDEN 1,900,000 +11.1%
15 SWITZERLAND 1,807,500 +2.6%
16 CZECHIA 1,686,500 +42.6%
17 PORTUGAL 1,655,000 +1.7%
18 GREECE 1,530,000 -8.2%
19 ROMANIA 1,500,000 +14.6%
20 HUNGARY 1,399,000 +0.1%
01 UNITED STATES 95,400,000 -5.3%
02 BRAZIL 18,600,000 [N/A]
03 GERMANY 16,835,000 -4.1%
04 UNITED KINGDOM 12,826,500 +19.3%
05 FRANCE 11,800,000 -3.4%
06 CANADA 10,245,000 -0.1%
07 ITALY 8,715,000 +8.9%
08 SPAIN 7,325,000 +2.7%
09 NETHERLANDS 5,155,000 -3.5%
10 AUSTRALIA 4,710,000 +9.5%
COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
PINTEREST AD REACH RANKING

123. 123
APR
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED APR
2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ONLY INCLUDES
COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 LUXEMBOURG 24.4% 125,500 0%
12 NEW ZEALAND 24.3% 906,500 +8.4%
13 GERMANY 24.1% 16,835,000 -4.1%
14 PUERTO RICO 24.1% 550,000 +12.2%
15 NORWAY 24.0% 1,039,000 +41.6%
16 UNITED KINGDOM 23.8% 12,826,500 +19.3%
17 AUSTRALIA 23.8% 4,710,000 +9.5%
18 SWEDEN 23.7% 1,900,000 +11.1%
19 FRANCE 22.9% 11,800,000 -3.4%
20 FINLAND 20.5% 922,000 +10.8%
01 NETHERLANDS 37.1% 5,155,000 -3.5%
02 UNITED STATES 36.9% 95,400,000 -5.3%
03 CANADA 33.2% 10,245,000 -0.1%
04 BELGIUM 30.6% 2,835,000 -3.9%
05 GUAM 28.4% 34,500 -20.7%
06 DENMARK 28.2% 1,314,500 +19.1%
07 IRELAND 27.7% 1,039,500 +39.0%
08 MALTA 25.9% 95,000 +8.0%
09 AUSTRIA 25.8% 1,929,000 +10.6%
10 SWITZERLAND 25.3% 1,807,500 +2.6%
COUNTRIES AND TERRITORIES* WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: PINTEREST

124. OTHER SOCIAL PLATFORMS

125. 125
APR
2021
SOURCES: FACEBOOK (LATEST AVAILABLE DATA IN APR 2021); GENDER DATA FROM GWI (Q4 2020). *NOTES: WHATSAPP RESTRICTS USE TO PEOPLE AGED 13 AND ABOVE, AND TO PEOPLE AGED
16 AND ABOVE IN THE EU. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
MONTHLY ACTIVE
WHATSAPP USERS*
AROUND THE WORLD
ACTIVE WHATSAPP USERS
COMPARED TO THE TOTAL
POPULATION AGED 13+*
TOTAL NUMBER OF
WORLDWIDE USERS OF
WHATSAPP BUSINESS
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
2 33% 50 45.8% 54.2%
BILLION MILLION
ESSENTIAL HEADLINES FOR WHATSAPP USE AROUND THE WORLD
WHATSAPP OVERVIEW

126. 126
APR
2021
SOURCES: TENCENT Q4 2020 EARNINGS ANNOUNCEMENT (MAR 2021); GENDER DATA FROM GWI (Q4 2020). *NOTE: FIGURES REPRESENT USE OF EITHER WECHAT OR WEIXIN (THE VERSION
OF WECHAT AVAILABLE IN MAINLAND CHINA). GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
COMBINED MONTHLY
ACTIVE WECHAT
AND WEIXIN USERS*
AROUND THE WORLD
ACTIVE WECHAT
AND WEIXIN USERS
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-QUARTER
CHANGE IN GLOBAL
MONTHLY ACTIVE USERS
OF WECHAT OR WEIXIN
FEMALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
MALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
1.23 20.0% +1.0% 46.4% 53.6%
BILLION +12 MILLION
ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD
WECHAT OVERVIEW

127. 127
APR
2021
SOURCES: ‘TIKTOK FOR BUSINESS’ DECK (APR 2021); APP INSTALL DATA FROM SENSORTOWER (APR 2021); GENDER SHARE DATA FROM GWI (Q4 2020). *NOTES: DOES NOT INCLUDE DOUYIN,
OR GWI DATA FOR CHINA. GENDER DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
MONTHLY ACTIVE
TIKTOK USERS*
AROUND THE WORLD
ACTIVE TIKTOK USERS
COMPARED TO THE TOTAL
POPULATION AGED 13+
NUMBER OF NEW TIKTOK
APP INSTALLS AROUND THE
WORLD IN MARCH 2021
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
732 12.0% 58 50.1% 49.9%
MILLION MILLION
ESSENTIAL HEADLINES FOR TIKTOK USE AROUND THE WORLD
TIKTOK OVERVIEW

128. 128
APR
2021
SOURCES: TENCENT Q4 2020 EARNINGS ANNOUNCEMENT (MAR 2021); GENDER DATA FROM GWI (Q4 2020). *NOTE: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS
AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA
ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
MONTHLY ACTIVE QQ
USERS AROUND THE
WORLD ACCESSING
VIA SMART DEVICES
QQ USERS ACCESSING
VIA SMART DEVICES
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-QUARTER
CHANGE IN QQ USERS
ACCESSING VIA SMART
DEVICES EACH MONTH
FEMALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
MALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
594.9 9.7% -3.6% 47.0% 53.0%
MILLION -23 MILLION
ESSENTIAL HEADLINES FOR QQ USE AROUND THE WORLD
QQ OVERVIEW

129. 129
APR
2021
SOURCES: TELEGRAM (APR 2021); GENDER SHARE DATA FROM GWI (Q4 2020). *NOTES: TELEGRAM’S TERMS OF SERVICE LIMIT USE TO PEOPLE AGED 16 AND ABOVE. GENDER DATA ARE
ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
MONTHLY ACTIVE
TELEGRAM USERS*
AROUND THE WORLD
ACTIVE TELEGRAM USERS
COMPARED TO THE TOTAL
POPULATION AGED 16+*
QUARTER-ON-QUARTER
CHANGE IN GLOBAL
MONTHLY ACTIVE USERS*
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
550 9.6% +10% 40.8% 59.2%
MILLION +50 MILLION
ESSENTIAL HEADLINES FOR TELEGRAM USE AROUND THE WORLD
TELEGRAM OVERVIEW

130. 130
APR
2021
SOURCES: WEIBO CORPORATION Q4 2020 EARNINGS ANNOUNCEMENT (MAR 2021); GENDER DATA FROM GWI (Q4 2020). *NOTE: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND
‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY
ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
NUMBER OF
WORLDWIDE
MONTHLY ACTIVE
SINA WEIBO USERS
MONTHLY ACTIVE
SINA WEIBO USERS
COMPARED TO THE TOTAL
POPULATION AGED 14+
QUARTER-ON-QUARTER
CHANGE IN THE GLOBAL
NUMBER OF MONTHLY
ACTIVE SINA WEIBO USERS
FEMALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
MALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
521 8.5% +2.0% 48.7% 51.3%
MILLION +10 MILLION
ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD
SINA WEIBO OVERVIEW

131. 131
APR
2021
SOURCES: REDDIT (ACCESSED APR 2021); GENDER SHARE DATA FROM GWI (Q4 2020). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64.
PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART
ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
MONTHLY ACTIVE
REDDIT USERS*
AROUND THE WORLD
MONTHLY REDDIT USERS
COMPARED TO THE TOTAL
POPULATION AGED 13+
NUMBER OF
WORLDWIDE DAILY
ACTIVE REDDIT USERS
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
430 7.0% 52 36.8% 63.2%
MILLION MILLION
ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD
REDDIT OVERVIEW

132. 132
APR
2021
SOURCES: QUORA (ACCESSED APR 2021); VISIT DURATION FROM SEMRUSH (APR 2021); GENDER SHARE DATA FROM GWI (Q4 2020). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’
AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
MONTHLY ACTIVE
QUORA USERS*
AROUND THE WORLD
MONTHLY QUORA USERS
COMPARED TO THE TOTAL
POPULATION AGED 13+
AVERAGE DURATION
OF EACH VISIT TO
QUORA’S WEBSITE
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS*
300 4.9% 9M 17S 41.8% 58.2%
MILLION
QUORA OVERVIEW
ESSENTIAL HEADLINES FOR QUORA USE AROUND THE WORLD

133. USE OF MOBILE DEVICES

134. 134
APR
2021
SOURCE: GSMA INTELLIGENCE (APR 2021). NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR
POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON.  COMPARABILITY ADVISORY: BASE CHANGES. DATA POINTS DIFFER TO THOSE SHOWN ON A
SIMILAR CHART IN PREVIOUS REPORTS. PLEASE CHECK DATA LABELS ABOVE EACH ICON FOR DETAILS.
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
UNIQUE MOBILE
USERS AS A PERCENTAGE
OF TOTAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
TOTAL CELLULAR
CONNECTIONS
(INCLUDING IOT)
ANNUAL CHANGE IN THE
NUMBER OF CELLULAR
CONNECTIONS (INC. IOT)
5.27 67.1% +1.9% 10.88 +5.5%
BILLION +97 MILLION BILLION +564 MILLION
GLOBAL ADOPTION AND USE OF DEVICES THAT CONNECT TO CELLULAR NETWORKS
GLOBAL CELLULAR CONNECTIVITY
! THIS CHART SHOWS DIFFERENT DATA POINTS COMPARED WITH PREVIOUS REPORTS

135. 135
APR
2021
SOURCES: GSMA INTELLIGENCE (APR 2021); ERICSSON MOBILITY VISUALIZER (APR 2021).  COMPARABILITY ADVISORY: BASE CHANGES. DATA POINTS DIFFER TO THOSE SHOWN ON A
SIMILAR CHART IN PREVIOUS REPORTS. PLEASE CHECK DATA LABELS ABOVE EACH ICON FOR DETAILS.
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF MOBILE
CONNECTIONS (INCLUDING
CELLULAR IOT CONNECTIONS)
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF MOBILE
CONNECTIONS (INCLUDING
CELLULAR IOT CONNECTIONS)
GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA
5.90 9.67
BILLION BILLION
5.27 10.88
BILLION BILLION
COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE TOTAL NUMBER OF CELLULAR CONNECTIONS
MOBILE SUBSCRIBERS vs. CELLULAR CONNECTIONS
! THIS CHART SHOWS DIFFERENT DATA POINTS COMPARED WITH PREVIOUS REPORTS

136. 136
APR
2021
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED APR 2021). *NOTE: EXCLUDES MOBILE IOT CONNECTIONS.
SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
SHARE OF CONNECTIONS
ASSOCIATED WITH
FEATURE PHONES
SHARE OF CONNECTIONS
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
76.3% 20.1% 3.6%
PERCENTAGE OF GLOBAL CELLULAR CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE
SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE

137. 137
APR
2021
SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED APR 2021). *NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC, IN EXABYTES
(BILLIONS OF GIGABYTES) PER MONTH. VALUES INCLUDE TRAFFIC GENERATED BY FIXED WIRELESS ACCESS (FWA) SERVICES.
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 9.4GB
3.58 4.11 4.68 5.22 5.71 6.36 7.09
8.67 9.68 10.63 11.69
13.60
15.94
18.37
21.78
26.54
29.02
32.66
36.49
39.56
45.16
50.03
54.79
59.90
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
MONTHLY AVERAGE* GLOBAL MOBILE NETWORK DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
EVOLUTION OF GLOBAL MOBILE NETWORK DATA TRAFFIC

138. 138
APR
2021
SOURCE: STATCOUNTER (ACCESSED APR 2021). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR MARCH
2021 ANNUAL CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). *NOTES: FIGURES FOR SAMSUNG OS REFER ONLY
TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.
SHARE OF WEB TRAFFIC
ORIGINATING FROM
ANDROID DEVICES
SHARE OF WEB TRAFFIC
ORIGINATING FROM
APPLE IOS DEVICES
SHARE OF WEB TRAFFIC
ORIGINATING FROM
KAI OS DEVICES
SHARE OF WEB TRAFFIC
ORIGINATING FROM
SAMSUNG OS DEVICES*
SHARE OF WEB TRAFFIC
ORIGINATING FROM
OTHER OS DEVICES
MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020: MAR 2021 vs. MAR 2020:
71.8% 27.4% 0.14% 0.39% 0.24%
-0.6% +1.4% -56.3% +116.7% +26.3%
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS
SHARE OF WEB TRAFFIC BY MOBILE OS

139. 139
APR
2021
SOURCES: APP ANNIE (APR 2021); ERICSSON MOBILITY VISUALIZER (ACCESSED APR 2021); KEPIOS ANALYSIS. *NOTES: DOWNLOAD FIGURES FACTOR DOWNLOADS FROM THE IOS AND
GOOGLE PLAY STORES. CONSUMER SPEND ONLY INCLUDES SPEND THROUGH THE GOOGLE PLAY AND IOS APP STORES, AND DOES NOT INCLUDE REVENUES FROM M-COMMERCE OR MOBILE
ADVERTISING. CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
NUMBER OF MOBILE
APP DOWNLOADS
(GLOBAL, ALL PLATFORMS)
ANNUAL GROWTH IN
THE NUMBER OF MOBILE
APP DOWNLOADS
TOTAL VALUE OF
GLOBAL CONSUMER
SPEND ON MOBILE APPS
ANNUAL GROWTH IN THE
VALUE OF CONSUMER
SPEND ON MOBILE APPS
AVERAGE CONSUMER
SPEND ON APPS
PER SMARTPHONE*
31 +10% $32 +40% $5.29
BILLION BILLION
GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN US$) IN Q1 2021, ACCORDING TO APP ANNIE
APPS: GLOBAL TRENDS (APP ANNIE)

140. 140
APR
2021
SOURCE: SENSORTOWER (APR 2021); ERICSSON MOBILITY VISUALIZER (ACCESSED APR 2021); KEPIOS ANALYSIS. *NOTES: VALUES FOR APP DOWNLOADS AND CONSUMER SPEND BASED ON
DATA FROM THE IOS APP STORE AND GOOGLE PLAY STORE ONLY. CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
NUMBER OF MOBILE
APP DOWNLOADS
(GLOBAL, ALL PLATFORMS)
ANNUAL GROWTH IN
THE NUMBER OF MOBILE
APP DOWNLOADS
TOTAL VALUE OF
GLOBAL CONSUMER
SPEND ON MOBILE APPS
ANNUAL GROWTH IN THE
VALUE OF CONSUMER
SPEND ON MOBILE APPS
AVERAGE CONSUMER
SPEND ON APPS
PER SMARTPHONE*
36.7 +9% $31.8 +31% $5.25
BILLION BILLION
GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN US$) IN Q1 2021, ACCORDING TO SENSORTOWER
APPS: GLOBAL TRENDS (SENSORTOWER)

141. 141
APR
2021
SOURCE: APP ANNIE (APR 2021), BASED ON ACTIVE USERS IN FEBRUARY 2021. NOTES: RANKINGS BASED ON ACTIVE INSTALLS ACROSS IPHONE AND ANDROID PHONE DEVICES, EXCLUDING
CHINA. DOES NOT INCLUDE PRE-INSTALLED APPS (E.G. SAFARI ON IOS; YOUTUBE ON ANDROID).
# GAME NAME COMPANY
# APP NAME COMPANY
RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
01 AMONG US! INNER SLOTH
02 PUBG MOBILE TENCENT
03 CANDY CRUSH SAGA ACTIVISION BLIZZARD
04 ROBLOX ROBLOX
05 FREE FIRE SEA
06 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
07 MINECRAFT POCKET EDITION MOJANG
08 LUDO KING GAMETION
09 POKÉMON GO NIANTIC
10 SUBWAY SURFERS SYBO
01 FACEBOOK FACEBOOK
02 WHATSAPP FACEBOOK
03 FACEBOOK MESSENGER FACEBOOK
04 INSTAGRAM FACEBOOK
05 AMAZON AMAZON
06 TELEGRAM TELEGRAM
07 TWITTER TWITTER
08 TIKTOK BYTEDANCE
09 NETFLIX NETFLIX
10 SPOTIFY SPOTIFY
RANKINGS OF TOP MOBILE APPS AND GAMES BY WORLDWIDE MONTHLY ACTIVE USERS (EXCLUDING CHINA) IN Q1 2021
MOBILE APP RANKINGS: ACTIVE USERS

142. 142
APR
2021
SOURCE: APP ANNIE (APR 2021). NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES, EXCEPT FOR CHINA, WHICH ONLY INCLUDES DATA FOR
DOWNLOADS VIA THE IOS STORE.
# GAME NAME COMPANY
# APP NAME COMPANY
RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS
01 JOIN CLASH 3D IRONSOURCE
02 AMONG US! INNER SLOTH
03 DOP 2: DELETE ONE PART SAYGAMES
04 PHONE CASE DIY CRAZY LABS
05 FREE FIRE SEA
06 WATER SORT PUZZLE IEC
07 SUBWAY SURFERS SYBO
08 STACKY DASH IRONSOURCE
09 SUSHI ROLL 3D SAYGAMES
10 FAU-G: FEARLESS & UNITED GUARDS STUDIO NCORE
01 TIKTOK (INC. DOUYIN) BYTEDANCE
02 FACEBOOK FACEBOOK
03 INSTAGRAM FACEBOOK
04 TELEGRAM TELEGRAM
05 WHATSAPP FACEBOOK
06 ZOOM CLOUD MEETINGS ZOOM
07 MX TAKATAK TIMES GROUP OF INDIA
08 SNAPCHAT SNAP
09 FACEBOOK MESSENGER FACEBOOK
10 CAPCUT BYTEDANCE
MOBILE APP RANKINGS: DOWNLOADS
RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF WORLDWIDE DOWNLOADS IN Q1 2021

143. 143
APR
2021
SOURCE: APP ANNIE (APR 2021). NOTE: RANKINGS BASED ON COMBINED CONSUMER SPEND ACROSS THE IOS AND GOOGLE PLAY STORES, EXCEPT FOR CHINA, WHICH ONLY INCLUDES
DATA FOR CONSUMER SPEND VIA THE IOS STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND THROUGH APP STORES, AND DOES NOT INCLUDE MOBILE COMMERCE REVENUES, OR
REVENUES FROM MOBILE ADVERTISING.
# GAME NAME COMPANY
# APP NAME COMPANY
RANKING OF MOBILE GAMES BY CONSUMER SPEND
RANKING OF MOBILE APPS BY CONSUMER SPEND
01 ROBLOX ROBLOX
02 GENSHIN IMPACT MIHOYO
03 COIN MASTER MOON ACTIVE
04 POKÉMON GO NIANTIC
05 HONOUR OF KINGS TENCENT
06 PUBG MOBILE TENCENT
07 CANDY CRUSH SAGA ACTIVISION BLIZZARD
08 HOMESCAPES PLAYRIX
09 RISE OF KINGDOMS LILITH
10 GAME FOR PEACE TENCENT
01 YOUTUBE GOOGLE
02 TIKTOK (INC. DOUYIN) BYTEDANCE
03 TINDER MATCH GROUP
04 DISNEY+ DISNEY
05 TENCENT VIDEO TENCENT
06 BIGO LIVE JOYY INC.
07 GOOGLE ONE GOOGLE
08 TWITCH AMAZON
09 PICCOMA KAKAO JAPAN
10 IQIYI BAIDU
RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL WORLDWIDE CONSUMER SPEND IN Q1 2021
MOBILE APP RANKINGS: CONSUMER SPEND

144. 144
APR
2021
SOURCE: APP ANNIE (APR 2021). NOTES: MAU RANK BASED ON COMBINED DATA FOR IPHONE AND ANDROID USERS (EXCLUDING CHINA) IN FEBRUARY 2021. DOWNLOAD AND CONSUMER
SPEND RANKS BASED ON DATA FROM THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHICH USES DATA FOR THE IOS APP STORE ONLY. MAU RANKING DOES NOT
INCLUDE PRE-INSTALLED APPS (E.G. SAFARI ON IOS DEVICES AND YOUTUBE ON ANDROID DEVICES). *NOTE: THIS APP’S FULL NAME IS “VPN MASTER – FREE & FAST & SECURE VPN PROXY”.
# APP NAME # APP NAME # APP NAME
BREAKOUT MOBILE APPS BY MONTHLY ACTIVE USERS BREAKOUT MOBILE APPS BY DOWNLOADS BREAKOUT MOBILE APPS BY CONSUMER SPEND
01 YOUTUBE
02 TWITCH
03 PICCOMA
04 DISNEY+
05 HBO MAX
06 TIKTOK (INC. DOUYIN)
07 IQIYI
08 BIGO LIVE
09 GOOGLE ONE
10 ESPN
01 MX TAKATAK
02 SIGNAL PRIVATE MESSENGER
03 TELEGRAM
04 MOJ
05 VPN MASTER*
06 SHARARA VIDEO APP
07 TOONME – CARTOON PHOTO EDITOR
08 WOMBO
09 SPEED VPN PRO
10 KWAI (快手)
01 SIGNAL PRIVATE MESSENGER
02 TELEGRAM
03 MX TAKATAK
04 MOJ
05 TIKTOK
06 INSTAGRAM
07 BIP
08 MICROSOFT OFFICE MOBILE
09 CAPCUT
10 PI NETWORK
APP ANNIE’S RANKING OF LEADING MOBILE APPS WITH THE MOST SIGNIFICANT QUARTER-ON-QUARTER GROWTH IN KEY PERFORMANCE METRICS
TOP BREAKOUT MOBILE APPS WORLDWIDE: Q1 2021

145. 145
APR
2021
SOURCE: APP ANNIE (APR 2021). NOTES: MAU RANK BASED ON COMBINED DATA FOR IPHONE AND ANDROID USERS (EXCLUDING CHINA) IN FEBRUARY 2021. DOWNLOAD AND CONSUMER
SPEND RANKS BASED ON DATA FROM THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHICH USES DATA FOR THE IOS APP STORE ONLY. MAU RANKING DOES NOT
INCLUDE PRE-INSTALLED APPS (E.G. SAFARI ON IOS DEVICES AND YOUTUBE ON ANDROID DEVICES).
# GAME NAME # GAME NAME # GAME NAME
BREAKOUT MOBILE GAMES BY MONTHLY ACTIVE USERS BREAKOUT MOBILE GAMES BY DOWNLOADS BREAKOUT MOBILE GAMES BY CONSUMER SPEND
01 PROJECT MAKEOVER
02 PHONE CASE DIY
03 HIGH HEELS
04 DOP 2: DELETE ONE PART
05 OH GOD
06 STACKY DASH
07 FAU-G: FEARLESS AND UNITED GUARDS
08 SUSHI ROLL 3D
09 GIANT RUSH
10 CHESS.COM
01 UMA MUSUME PRETTY DERBY
02 PROJECT MAKEOVER
03 ROBLOX
04 LORDS MOBILE
05 TOP WAR: BATTLE GAME
06 PUBG MOBILE
07 GAME FOR PEACE
08 COOKIE RUN: KINGDOM
09 SANGOKUSHI STRATEGY
10 CANDY CRUSH SAGA
01 PHONE CASE DIY
02 DOP 2: DELETE ONE PART
03 FAU-G: FEARLESS AND UNITED GUARDS
04 HIGH HEELS
05 GIANT RUSH
06 STACKY DASH
07 HIT MASTER 3D: KNIFE ASSASSIN
08 OH GOD
09 GIRL GENIUS
10 BLOB RUNNER 3D
APP ANNIE’S RANKING OF LEADING MOBILE GAMES WITH THE MOST SIGNIFICANT QUARTER-ON-QUARTER GROWTH IN KEY PERFORMANCE METRICS
TOP BREAKOUT MOBILE GAMES WORLDWIDE: Q1 2021

146. USE OF ECOMMERCE

147. 147
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED AN
ONLINE RETAIL
SITE OR STORE
VISITED
AN ONLINE
AUCTION SITE
PURCHASED
A PRODUCT
ONLINE
SOLD A
PRODUCT
ONLINE
81.8% 92.2% 44.0% 78.6% 40.1%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH (ANY DEVICE)
ECOMMERCE ACTIVITY OVERVIEW

148. 148
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
88.1%
86.9%
86.2%
85.8%
85.7%
84.9%
84.9%
84.1%
82.9%
82.9%
82.6%
82.5%
81.4%
81.0%
80.8%
80.3%
79.6%
79.4%
79.2%
79.0%
78.6%
78.1%
78.1%
77.9%
77.9%
77.5%
77.4%
77.4%
77.1%
76.7%
76.5%
76.0%
75.6%
75.4%
74.8%
73.6%
72.8%
72.7%
71.3%
67.5%
67.0%
63.5%
62.5%
54.3%
INDONESIA
U.K.
PHILIPPINES
THAILAND
MALAYSIA
GERMANY
IRELAND
SOUTH
KOREA
ITALY
POLAND
AUSTRIA
SINGAPORE
U.S.A.
SPAIN
TAIWAN
VIETNAM
INDIA
FRANCE
SWITZERLAND
CHINA
WORLDWIDE
ISRAEL
SAUDI
ARABIA
CANADA
DENMARK
BELGIUM
BRAZIL
TURKEY
SWEDEN
NETHERLANDS
GREECE
AUSTRALIA
ROMANIA
JAPAN
NEW
ZEALAND
MEXICO
HONG
KONG
U.A.E.
PORTUGAL
COLOMBIA
ARGENTINA
RUSSIA
SOUTH
AFRICA
EGYPT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION

149. 149
APR
2021
79.7%
83.0% 81.5% 80.6%
73.7%
75.3%
78.8% 77.9% 77.4%
73.4%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION BY AGE AND GENDER

150. 150
APR
2021
SOURCE: CONTENTSQUARE (APR 2021). VALUES COMPARE DATA FOR MARCH 2021 TO MARCH 2020.
ANNUAL CHANGE
IN TRAFFIC (VISITS) TO
ECOMMERCE PROPERTIES
ANNUAL CHANGE IN THE
NUMBER OF PAGE VIEWS
ON ECOMMERCE PROPERTIES
ANNUAL CHANGE IN THE
TIME SPENT ON ECOMMERCE
PROPERTIES PER SESSION
ANNUAL CHANGE
IN THE ECOMMERCE
CONVERSION RATE
+17.1% +12.3% +4.5% +21.6%
YEAR-ON-YEAR CHANGE IN KEY ECOMMERCE PERFORMANCE METRICS, ACCORDING TO CONTENTSQUARE
ECOMMERCE ACTIVITY DASHBOARD

151. 151
APR
2021
SOURCE: CONTENTSQUARE, “DIGITAL EXPERIENCE BENCHMARK REPORT 2021” (MAR 2021). NOTES: VALUES REPRESENT AVERAGES FOR FULL YEAR 2020. “YOY” FIGURES REPRESENT YEAR-ON-
YEAR CHANGE; PERCENTAGE YOY CHANGE VALUES REPRESENT THE RELATIVE CHANGE vs. 2019, WHILE “PPS” VALUES REPRESENT THE PERCENTAGE POINT (ABSOLUTE) DIFFERENCE vs. 2019.
NEW VISITORS AS
A PERCENTAGE OF
TOTAL VISITORS TO
ECOMMERCE PROPERTIES
RETURNING VISITORS
AS A PERCENTAGE OF
TOTAL VISITORS TO
ECOMMERCE PROPERTIES
PERCENTAGE OF
ECOMMERCE TRAFFIC
ORIGINATING FROM
MOBILE DEVICES
PERCENTAGE OF
ECOMMERCE TRAFFIC
ORIGINATING FROM
LAPTOPS AND DESKTOPS
PERCENTAGE OF
ECOMMERCE TRAFFIC
ORIGINATING FROM
TABLET DEVICES
44% 56% 63.8% 33.4% 2.8%
YOY: +16% (+9 PPS) YOY: -14% (-6 PPS) YOY: -53% (-3 PPS)
NEW USERS vs. RETURNING USERS IN 2020, AND THE PERCENTAGE OF ECOMMERCE TRAFFIC THAT ORIGINATED FROM EACH DEVICE TYPE DURING 2020
ECOMMERCE TRAFFIC BY USER TYPE AND DEVICE

152. 152
APR
2021
SOURCE: CONTENTSQUARE, “DIGITAL EXPERIENCE BENCHMARK REPORT 2021” (MAR 2021). NOTE: VALUES REPRESENT AVERAGES FOR FULL YEAR 2020.
MOBILE COMPUTER TABLET
76%
72%
70%
65%
62%
59%
57%
56%
48%
40%
17%
22%
26%
26%
32%
34%
39%
40%
41%
49%
57%
81%
2%
2%
4%
3%
4%
2%
4%
3%
2%
2%
1%
LUXURY
BEAUTY
APPAREL
CONSUMER
ELECTRONICS
GROCERY
TELCO
AUTOMOTIVE
TRAVEL
ENERGY
FINANCIAL
SERVICES
B2B
SHARE OF TRAFFIC TO ECOMMERCE PROPERTIES IN EACH CATEGORY THAT ORIGINATED FROM EACH KIND OF DEVICE DURING 2020
CATEGORY ECOMMERCE TRAFFIC BY DEVICE

153. 153
APR
2021
SOURCE: CONTENTSQUARE, “DIGITAL EXPERIENCE BENCHMARK REPORT 2021” (MAR 2021). NOTE: VALUES REPRESENT AVERAGES FOR FULL YEAR 2020.
2.0%
4.7% 4.9%
15.3%
21.1%
25.0%
27.0%
ORGANIC SOCIAL EMAIL PAID SOCIAL PAID SEARCH OTHER ORGANIC SEARCH DIRECT
PERCENTAGE OF TRAFFIC TO ECOMMERCE PROPERTIES THAT ORIGINATED FROM EACH KIND OF TRAFFIC SOURCE DURING 2020
SHARE OF ECOMMERCE TRAFFIC BY SOURCE

154. 154
APR
2021
SOURCE: CONTENTSQUARE, “DIGITAL EXPERIENCE BENCHMARK REPORT 2021” (MAR 2021). NOTE: VALUES REPRESENT AVERAGES FOR FULL YEAR 2020.
AVERAGE ECOMMERCE
BOUNCE RATE: OVERALL
AVERAGE ECOMMERCE
BOUNCE RATE: MOBILE
AVERAGE ECOMMERCE
BOUNCE RATE: COMPUTER
AVERAGE ECOMMERCE
BOUNCE RATE: TABLET
47% 49% 45% 42%
PERCENTAGE OF VISITORS WHO LEAVE ECOMMERCE PROPERTIES AFTER VIEWING JUST ONE PAGE, WITH DETAIL BY DEVICE
AVERAGE ECOMMERCE ‘BOUNCE’ RATES

155. 155
APR
2021
SOURCE: CONTENTSQUARE, “DIGITAL EXPERIENCE BENCHMARK REPORT 2021” (MAR 2021). NOTE: VALUES REPRESENT AVERAGES FOR FULL YEAR 2020.
AVERAGE ECOMMERCE
CONVERSION RATE: OVERALL
AVERAGE ECOMMERCE
CONVERSION RATE: MOBILE
AVERAGE ECOMMERCE
CONVERSION RATE: COMPUTER
AVERAGE ECOMMERCE
CONVERSION RATE: TABLET
1.82% 1.5% 2.3% 2.6%
AVERAGE CONVERSION RATE FOR ECOMMERCE PROPERTIES DURING 2020
AVERAGE ECOMMERCE CONVERSION RATE

156. 156
APR
2021
SOURCE: CONTENTSQUARE, “DIGITAL EXPERIENCE BENCHMARK REPORT 2021” (MAR 2021). NOTE: VALUES REPRESENT AVERAGES FOR FULL YEAR 2020.
5.0%
3.2%
2.6%
2.4%
1.2%
0.8%
0.7%
GROCERY
BEAUTY
APPAREL
TRAVEL
CONSUMER ELECTRONICS
LUXURY
TELCO
AVERAGE CONVERSION RATE FOR ECOMMERCE PROPERTIES IN EACH CATEGORY DURING 2020
AVERAGE ECOMMERCE CONVERSION RATE BY CATEGORY

157. 157
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
52.6%
40.3%
33.8%
32.6%
29.6%
28.2%
26.8%
22.0%
20.2%
18.9%
18.2%
15.3%
14.9%
14.9%
14.5%
13.9%
12.4%
FREE DELIVERY
COUPONS AND DISCOUNTS
REVIEWS FROM OTHER CUSTOMERS
EASY RETURNS POLICY
QUICK AND EASY ONLINE CHECKOUT PROCESS
NEXT-DAY DELIVERY
LOYALTY POINTS
LOTS OF “LIKES” OR GOOD COMMENTS ON SOCIAL MEDIA
KNOWING THE PRODUCT OR COMPANY IS ECO-FRIENDLY
ABILITY TO SPREAD PAYMENTS OVER TIME WITHOUT INTEREST
ABILITY TO PAY WITH CASH ON DELIVERY
EXCLUSIVE CONTENT OR SERVICES
CLICK AND COLLECT DELIVERY
“GUEST” CHECK-OUT (NO SIGN-IN REQUIRED)
LIVE-CHAT TO SPEAK TO THE COMPANY
ENTRY INTO COMPETITIONS
A “BUY” BUTTON ON SOCIAL MEDIA
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO SAY THAT EACH FEATURE WOULD INCREASE THEIR LIKELIHOOD OF BUYING A PRODUCT
ONLINE PURCHASE DRIVERS

158. 158
APR
2021
SOURCE: FIS, “WORLDPAY 2021 GLOBAL PAYMENTS REPORT” (MAR 2021).
65%
65%
63%
63%
61%
61%
60%
60%
59%
59%
57%
57%
56%
55%
53%
53%
53%
51%
51%
50%
49%
49%
48%
47%
43%
43%
40%
39%
38%
37%
35%
34%
33%
32%
30%
29%
28%
27%
26%
26%
25%
NIGERIA
SOUTH
KOREA
CHINA
SOUTH
AFRICA
INDONESIA
PHILIPPINES
THAILAND
VIETNAM
MALAYSIA
SAUDI
ARABIA
HONG
KONG
U.A.E.
AUSTRALIA
SINGAPORE
COLOMBIA
INDIA
MEXICO
BRAZIL
TAIWAN
ARGENTINA
DENMARK
ITALY
SPAIN
NEW
ZEALAND
NORWAY
SWEDEN
IRELAND
PERU
FINLAND
GERMANY
RUSSIA
TURKEY
U.K.
NETHERLANDS
FRANCE
U.S.A.
CHILE
JAPAN
CANADA
POLAND
BELGIUM
MOBILE’S SHARE OF ECOMMERCE
TRANSACTION VALUE OF ONLINE PURCHASES MADE VIA MOBILE DEVICES AS A PERCENTAGE OF ALL ECOMMERCE TRANSACTIONS

159. 159
APR
2021
SOURCE: FIS, “WORLDPAY GLOBAL PAYMENTS REPORT 2021” (MAR 2021). NOTE: TOTAL OF ALL VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
CASH ON
DELIVERY
BUY NOW,
PAY LATER
POST-
PAY
ALL OTHER
PAYMENT METHODS
DIGITAL OR
MOBILE WALLET
CREDIT OR
DEBIT CARD
BANK
TRANSFER
CHARGE & DEFERRED
DEBIT CARD
3.3% 2.1% 0.9% 3.1%
44.5% 35.1% 7.7% 3.3%
SHARE OF GLOBAL ECOMMERCE TRANSACTIONS BY PAYMENT METHOD
ECOMMERCE PAYMENT METHODS

160. 160
APR
2021
SOURCE: FIS, “WORLDPAY 2021 GLOBAL PAYMENTS REPORT” (MAR 2021).
72%
45%
40%
36%
32%
30%
30%
29%
29%
29%
27%
26%
25%
25%
24%
23%
22%
22%
21%
20%
20%
20%
20%
19%
19%
19%
18%
17%
17%
16%
16%
16%
16%
14%
14%
13%
11%
10%
9%
8%
8%
7%
CHINA
WORLDWIDE
INDIA
ITALY
U.K.
SPAIN
U.S.A.
HONG
KONG
INDONESIA
RUSSIA
MEXICO
GERMANY
ARGENTINA
FRANCE
AUSTRALIA
CANADA
DENMARK
IRELAND
VIETNAM
NEW
ZEALAND
PHILIPPINES
SINGAPORE
SOUTH
AFRICA
FINLAND
NORWAY
THAILAND
U.A.E.
BRAZIL
SOUTH
KOREA
POLAND
SAUDI
ARABIA
SWEDEN
TAIWAN
BELGIUM
MALAYSIA
COLOMBIA
JAPAN
CHILE
TURKEY
NETHERLANDS
PERU
NIGERIA
SHARE OF ECOMMERCE PAYMENTS: EWALLETS
ECOMMERCE PAYMENTS MADE VIA MOBILE OR DIGITAL WALLETS AS A PERCENTAGE OF TOTAL ECOMMERCE TRANSACTIONS

161. 161
APR
2021
SOURCE: FIS, “WORLDPAY 2021 GLOBAL PAYMENTS REPORT” (MAR 2021).
58%
57%
55%
52%
45%
45%
43%
41%
39%
38%
38%
33%
32%
32%
32%
30%
30%
29%
26%
24%
23%
22%
21%
21%
20%
20%
19%
19%
19%
17%
17%
16%
15%
14%
14%
13%
13%
12%
11%
10%
9%
8%
JAPAN
SOUTH
KOREA
CANADA
TURKEY
HONG
KONG
SINGAPORE
BRAZIL
TAIWAN
ARGENTINA
CHILE
U.A.E.
SAUDI
ARABIA
AUSTRALIA
COLOMBIA
NEW
ZEALAND
PERU
U.S.A.
MEXICO
NORWAY
SPAIN
WORLDWIDE
IRELAND
FRANCE
U.K.
DENMARK
PHILIPPINES
BELGIUM
ITALY
SOUTH
AFRICA
MALAYSIA
NIGERIA
RUSSIA
INDIA
INDONESIA
VIETNAM
FINLAND
THAILAND
CHINA
SWEDEN
GERMANY
POLAND
NETHERLANDS
SHARE OF ECOMMERCE PAYMENTS: CREDIT CARDS
ECOMMERCE PAYMENTS MADE VIA CREDIT CARDS AS A PERCENTAGE OF TOTAL ECOMMERCE TRANSACTIONS

162. 162
APR
2021
SOURCE: FIS, “WORLDPAY 2021 GLOBAL PAYMENTS REPORT” (MAR 2021).
36%
31%
30%
29%
28%
24%
23%
21%
20%
20%
19%
18%
18%
18%
17%
17%
17%
15%
15%
14%
13%
13%
13%
12%
12%
12%
11%
11%
11%
10%
10%
9%
8%
7%
5%
5%
4%
4%
4%
2%
2%
2%
IRELAND
DENMARK
BELGIUM
U.K.
RUSSIA
SOUTH
AFRICA
PERU
U.S.A.
CHILE
COLOMBIA
SWEDEN
FRANCE
MEXICO
NIGERIA
ARGENTINA
AUSTRALIA
SPAIN
INDIA
NEW
ZEALAND
FINLAND
BRAZIL
PHILIPPINES
SOUTH
KOREA
WORLDWIDE
MALAYSIA
POLAND
CANADA
SINGAPORE
U.A.E.
INDONESIA
NORWAY
TURKEY
SAUDI
ARABIA
ITALY
CHINA
TAIWAN
JAPAN
NETHERLANDS
THAILAND
GERMANY
HONG
KONG
VIETNAM
SHARE OF ECOMMERCE PAYMENTS: DEBIT CARDS
ECOMMERCE PAYMENTS MADE VIA DEBIT CARDS AS A PERCENTAGE OF TOTAL ECOMMERCE TRANSACTIONS

163. 163
APR
2021
SOURCE: FIS, “WORLDPAY 2021 GLOBAL PAYMENTS REPORT” (MAR 2021).
60%
53%
31%
31%
28%
26%
23%
22%
21%
19%
18%
18%
16%
15%
15%
14%
13%
13%
13%
12%
12%
11%
11%
11%
11%
11%
10%
9%
9%
8%
8%
8%
8%
8%
7%
7%
6%
6%
6%
6%
5%
5%
NETHERLANDS
POLAND
FINLAND
THAILAND
MALAYSIA
VIETNAM
INDONESIA
SWEDEN
NIGERIA
BELGIUM
NORWAY
SOUTH
AFRICA
COLOMBIA
NEW
ZEALAND
TAIWAN
SPAIN
GERMANY
INDIA
TURKEY
CHILE
SINGAPORE
HONG
KONG
PERU
RUSSIA
SAUDI
ARABIA
U.A.E.
MEXICO
FRANCE
ITALY
AUSTRALIA
BRAZIL
DENMARK
PHILIPPINES
WORLDWIDE
CANADA
IRELAND
ARGENTINA
JAPAN
U.K.
U.S.A.
CHINA
SOUTH
KOREA
SHARE OF ECOMMERCE PAYMENTS: BANK TRANSFER
ECOMMERCE PAYMENTS MADE VIA BANK TRANSFER AS A PERCENTAGE OF TOTAL ECOMMERCE TRANSACTIONS

164. 164
APR
2021
SOURCE: FIS, “WORLDPAY 2021 GLOBAL PAYMENTS REPORT” (MAR 2021).
28%
24%
23%
22%
17%
15%
14%
13%
12%
12%
11%
9%
8%
8%
6%
6%
6%
5%
5%
5%
5%
4%
4%
4%
4%
4%
4%
3%
3%
3%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
VIETNAM
PHILIPPINES
NIGERIA
THAILAND
SAUDI
ARABIA
INDONESIA
PERU
TAIWAN
MALAYSIA
U.A.E.
COLOMBIA
SOUTH
AFRICA
INDIA
MEXICO
CHILE
IRELAND
TURKEY
ARGENTINA
ITALY
POLAND
RUSSIA
BELGIUM
GERMANY
HONG
KONG
JAPAN
NETHERLANDS
SPAIN
WORLDWIDE
CHINA
FRANCE
AUSTRALIA
FINLAND
NEW
ZEALAND
NORWAY
U.K.
BRAZIL
CANADA
DENMARK
SINGAPORE
SOUTH
KOREA
SWEDEN
U.S.A.
SHARE OF ECOMMERCE PAYMENTS: CASH ON DELIVERY
ECOMMERCE PAYMENTS MADE VIA CASH ON DELIVERY AS A PERCENTAGE OF TOTAL ECOMMERCE TRANSACTIONS

165. 165
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
MOBILE
GAME
STUDY PROGRAM OR
LEARNING MATERIALS E-BOOK
IN-APP
PURCHASE
ONLINE
NEWS SERVICE
MOVIE OR TV STREAMING
SERVICE (E.G. NETFLIX)
MUSIC STREAMING
SERVICE (E.G. SPOTIFY)
MUSIC
DOWNLOAD
MOBILE
APP
MOVIE OR TV
DOWNLOAD
17.3% 14.8% 13.5% 11.6% 10.6%
31.0% 24.5% 20.7% 17.9% 17.6%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO HAVE PAID FOR EACH TYPE OF DIGITAL CONTENT IN THE PAST MONTH
DIGITAL CONTENT PURCHASES

166. DIGITAL MARKETING

167. 167
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
34.2%
32.7%
28.9%
27.7%
27.2%
25.6%
24.5%
24.4%
24.1%
23.9%
SEARCH ENGINES
ADS ON TV
WORD-OF-MOUTH RECOMMENDATIONS
ADS ON SOCIAL MEDIA
BRAND OR PRODUCT WEBSITES
ONLINE RETAIL WEBSITES
ADS ON WEBSITES
TV SHOWS OR FILMS
CONSUMER REVIEW SITES
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
SOURCES OF NEW BRAND DISCOVERY

168. 168
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
75.1%
73.6%
73.1%
71.9%
70.9%
68.6%
68.6%
66.6%
66.5%
66.2%
65.2%
65.1%
64.2%
63.7%
63.6%
63.6%
63.3%
63.3%
63.2%
63.0%
62.2%
61.6%
60.5%
59.5%
59.4%
58.8%
58.7%
58.6%
57.5%
56.5%
56.4%
55.9%
55.7%
54.9%
54.6%
54.2%
53.8%
53.4%
53.3%
52.9%
52.8%
52.4%
50.8%
50.3%
48.5%
43.5%
41.4%
36.8%
BRAZIL
GREECE
PHILIPPINES
TURKEY
INDONESIA
ISRAEL
ROMANIA
PORTUGAL
ARGENTINA
MALAYSIA
SOUTH
KOREA
AUSTRIA
COLOMBIA
NIGERIA
IRELAND
MEXICO
SOUTH
AFRICA
TAIWAN
KENYA
NEW
ZEALAND
ITALY
SPAIN
POLAND
SINGAPORE
U.K.
JAPAN
SWEDEN
SWITZERLAND
CANADA
VIETNAM
GERMANY
NETHERLANDS
RUSSIA
WORLDWIDE
AUSTRALIA
SAUDI
ARABIA
THAILAND
FRANCE
EGYPT
BELGIUM
HONG
KONG
U.S.A.
INDIA
U.A.E.
DENMARK
CHINA
GHANA
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY RESEARCH BRANDS AND PRODUCTS ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH

169. 169
APR
2021
56.4% 55.8% 55.8% 56.9% 57.1%
49.7%
52.1%
55.5%
57.8%
60.9%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
ONLINE BRAND RESEARCH
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY RESEARCH BRANDS AND PRODUCTS ONLINE BEFORE MAKING A PURCHASE

170. 170
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
52.7%
44.7%
38.6%
35.7%
30.0%
28.1%
21.9%
21.3%
20.8%
20.4%
SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
PRODUCT AND BRAND WEBSITES
PRICE COMPARISON WEBSITES
MOBILE APPS
VIDEO SITES
DISCOUNT VOUCHER AND COUPON SITES
QUESTION AND ANSWER SITES
BLOGS ON PRODUCTS AND BRANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
PRIMARY CHANNELS FOR BRAND RESEARCH

171. 171
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
23.6%
22.9%
21.0%
18.5%
18.4%
16.4%
16.0%
15.8%
15.6%
15.1%
14.8%
14.4%
14.2%
14.1%
13.2%
12.9%
12.6%
12.4%
12.4%
11.1%
10.9%
10.7%
10.6%
10.6%
9.8%
9.3%
9.1%
8.5%
8.3%
7.8%
7.8%
7.6%
7.6%
7.5%
7.2%
7.1%
6.8%
6.6%
6.6%
6.5%
6.4%
6.4%
6.2%
5.9%
5.3%
4.7%
4.7%
4.4%
CHINA
INDIA
THAILAND
KENYA
NIGERIA
WORLDWIDE
INDONESIA
SOUTH
AFRICA
PHILIPPINES
VIETNAM
POLAND
U.A.E.
EGYPT
SAUDI
ARABIA
MEXICO
BRAZIL
COLOMBIA
GHANA
MALAYSIA
TAIWAN
AUSTRALIA
TURKEY
ARGENTINA
U.S.A.
SPAIN
HONG
KONG
SINGAPORE
ITALY
CANADA
FRANCE
U.K.
MOROCCO
SWEDEN
IRELAND
GERMANY
NEW
ZEALAND
PORTUGAL
ROMANIA
SWITZERLAND
NETHERLANDS
BELGIUM
GREECE
AUSTRIA
DENMARK
RUSSIA
JAPAN
SOUTH
KOREA
ISRAEL
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY FEEL REPRESENTED IN THE ADVERTISING THEY SEE (ANY MEDIUM / CHANNEL)
DOES ADVERTISING REPRESENT ITS AUDIENCES?

172. 172
APR
2021
15.5%
17.9%
16.3%
13.0%
9.1%
17.9%
19.1%
17.9%
15.1%
11.0%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THAT THEY FEEL REPRESENTED IN THE ADVERTISING THEY SEE (ANY MEDIUM / CHANNEL)
DOES ADVERTISING REPRESENT ITS AUDIENCES?

173. 173
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
56.5%
50.8%
50.0%
49.8%
48.1%
47.2%
46.5%
46.5%
46.0%
45.4%
45.3%
44.8%
44.7%
44.7%
44.6%
43.2%
42.9%
42.8%
42.8%
42.7%
42.4%
42.1%
42.0%
41.6%
41.2%
40.9%
40.8%
40.7%
40.6%
40.2%
39.4%
39.4%
38.2%
38.0%
37.9%
37.3%
35.9%
35.7%
34.8%
34.5%
33.7%
33.1%
32.0%
31.7%
30.0%
24.0%
21.7%
19.5%
INDONESIA
MALAYSIA
TAIWAN
SOUTH
AFRICA
INDIA
NEW
ZEALAND
ARGENTINA
GREECE
COLOMBIA
CHINA
PHILIPPINES
PORTUGAL
EGYPT
POLAND
AUSTRIA
ROMANIA
ISRAEL
SINGAPORE
U.A.E.
WORLDWIDE
BRAZIL
THAILAND
TURKEY
SWEDEN
SWITZERLAND
IRELAND
MEXICO
SPAIN
GERMANY
U.S.A.
CANADA
HONG
KONG
SAUDI
ARABIA
FRANCE
AUSTRALIA
BELGIUM
VIETNAM
U.K.
NIGERIA
DENMARK
ITALY
NETHERLANDS
RUSSIA
KENYA
SOUTH
KOREA
JAPAN
GHANA
MOROCCO
USE OF AD BLOCKERS
! THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH

174. 174
APR
2021
41.9%
44.9%
38.0%
34.3%
29.6%
47.0%
48.7%
43.9%
42.2%
38.2%
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
USE OF AD BLOCKERS BY AGE AND GENDER
! THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

175. 175
APR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: RESPONDENTS CAN CHOOSE MORE THAN ONE OPTION, SO VALUES MAY NOT SUM TO 100%.  COMPARABILITY ADVISORY: VALUES ON THIS CHART REPRESENT USERS OF AD-
BLOCKING TOOLS ONLY, WHEREAS A SIMILAR CHART IN PREVIOUS REPORTS SHOWED EQUIVALENT VALUES FOR ALL INTERNET USERS (REGARDLESS OF WHETHER THEY USED AN AD BLOCKER).
47.4%
47.0%
41.9%
35.2%
34.7%
30.5%
27.9%
27.1%
23.4%
21.0%
TOO MANY ADS ARE ANNOYING OR IRRELEVANT
THERE ARE TOO MANY ADS ON THE INTERNET
ADS ARE TOO INTRUSIVE
ADS TAKE UP TOO MUCH SCREEN SPACE
ADS SOMETIMES CONTAIN VIRUSES OR BUGS
TO SPEED UP PAGE LOADING TIMES
TO AVOID ADS BEFORE WATCHING CLIPS / SHOWS
I TRY TO AVOID ALL ADVERTISING
ADS MIGHT COMPROMISE MY ONLINE PRIVACY
TO STOP MY DATA ALLOWANCE FROM BEING USED UP
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE AD-BLOCKING TOOLS WHO SAY THEY USE AN AD BLOCKER FOR EACH REASON
REASONS FOR USING AN AD BLOCKER

176. 176
APR
2021
100 100
127
168
146
SOURCE: KENSHOO (APR 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q1 2020. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+0.5% +26% +33% -13%
QUARTER-ON-QUARTER CHANGE IN THE TOTAL AMOUNT SPENT ON PAID ONLINE SEARCH ADS, REPORTED AS AN INDEX
QUARTERLY CHANGE IN PAID SEARCH AD SPEND

177. 177
APR
2021
100
153 153
207
188
SOURCE: KENSHOO (APR 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q1 2020. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+53% -0.2% +35% -9%
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF PAID ONLINE SEARCH AD IMPRESSIONS, REPORTED AS AN INDEX
QUARTERLY CHANGE IN PAID SEARCH AD IMPRESSIONS

178. 178
APR
2021
$0.60
$0.46
$0.55 $0.56
$0.53
SOURCE: KENSHOO (APR 2021). NOTES: PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND
ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
-24% +20% +3% -6%
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE COST-PER-CLICK FOR PAID ONLINE SEARCH ADS (IN USD)
QUARTERLY CHANGE IN PAID SEARCH AD CPC

179. 179
APR
2021
100
132 139
179
166
SOURCE: KENSHOO (APR 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q1 2020. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+32% +5% +29% -8%
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF CLICKS ON PAID ONLINE SEARCH ADS, REPORTED AS AN INDEX
QUARTERLY CHANGE IN PAID SEARCH AD CLICKS

180. 180
APR
2021
2.0%
1.7%
1.8% 1.7% 1.7%
SOURCE: KENSHOO (APR 2021). NOTES: PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND
ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
-14% +5% -4% +2%
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE CLICK-THROUGH RATE FOR PAID ONLINE SEARCH ADS
QUARTERLY CHANGE IN PAID SEARCH AD CTR

181. 181
APR
2021
100
108 113
163
132
SOURCE: KENSHOO (APR 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q1 2020. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+8.0% +5% +44% -19%
QUARTER-ON-QUARTER CHANGE IN THE TOTAL AMOUNT SPENT ON PAID SOCIAL MEDIA ADS, REPORTED AS AN INDEX
QUARTERLY CHANGE IN SOCIAL MEDIA AD SPEND

182. 182
APR
2021
100
114
103
117 113
SOURCE: KENSHOO (APR 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q1 2020. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+14% -9% +14% -4%
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF PAID SOCIAL MEDIA AD IMPRESSIONS, REPORTED AS AN INDEX
QUARTERLY CHANGE IN SOCIAL MEDIA AD IMPRESSIONS

183. 183
APR
2021
$5.26 $4.99
$5.79
$7.32
$6.18
SOURCE: KENSHOO (APR 2021). NOTES: PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND
ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
-5% +16% +26% -16%
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE COST-PER-MILLE (COST PER 1,000 IMPRESSIONS) FOR PAID SOCIAL MEDIA ADS (IN USD)
QUARTERLY CHANGE IN SOCIAL MEDIA AD CPM

184. 184
APR
2021
100
123
110
133
113
SOURCE: KENSHOO (APR 2021). NOTES: VALUES ABOVE EACH BAR REPRESENT INDEXED VALUES COMPARED TO Q1 2020. PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER
CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150
COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+23% -11% +21% -15%
QUARTER-ON-QUARTER CHANGE IN THE TOTAL NUMBER OF CLICKS ON PAID SOCIAL MEDIA ADS, REPORTED AS AN INDEX
QUARTERLY CHANGE IN SOCIAL MEDIA AD CLICKS

185. 185
APR
2021
1.0%
1.1% 1.1%
1.1%
1.0%
SOURCE: KENSHOO (APR 2021). NOTES: PERCENTAGES IN THE WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE. VALUES HAVE BEEN EXTRAPOLATED FROM $7 BILLION IN AD SPEND
ACROSS VARIOUS PUBLISHER SITES BY MORE THAN 3,000 ADVERTISER AND AGENCY ACCOUNTS IN 150 COUNTRIES.  COMPARABILITY ADVISORY: KENSHOO RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT MATCH THOSE PUBLISHED IN PREVIOUS REPORTS.
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
+9% -2% +7% -12%
QUARTER-ON-QUARTER CHANGE IN THE AVERAGE CLICK-THROUGH RATE FOR PAID SOCIAL MEDIA ADS
QUARTERLY CHANGE IN SOCIAL MEDIA AD CTR

186. MORE INFORMATION

187. HOOTSUITE
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189. Learn more at https://www.globalwebindex.com
90% GLOBAL
COVERAGE
ONGOING DATA COLLECTION
ACROSS 46 MARKETS
CROSS-DEVICE
COVERAGE
GWI (formerly GlobalWebIndex) is a target audience company that provides consumer
insight across 46 countries to the world’s leading brands, communication agencies and media
organizations. The company runs a global survey representing more than 2 billion connected
consumers, which offers up over 40,000 data points on the behaviors and perceptions of internet
users around the world. Using the subscription-based platform, clients can gather in-depth insights
into audience behaviors, attitudes and interests through a combination of survey data and analytics.
SPECIAL THANKS: GWI

190. Learn more about Statista at https://www.statista.com
96% OF THE GLOBAL
INTERNET POPULATION
OVER 150 COUNTRIES
AND REGIONS
98% OF WORLDWIDE
ECONOMIC POWER
MORE THAN 30,000
INTERACTIVE STATISTICS
Statista is one of the world’s largest online statistics databases. Its Digital Market
Outlook products provide forecasts, detailed market insights, and key indicators
on over 90 digital markets within verticals including e-commerce, digital media,
advertising, smart home, and fintech for over 150 countries and regions.
SPECIAL THANKS: STATISTA

191. 6+ MILLION
GLOBAL USERS
190 GEOGRAPHICAL
DATABASES
DATA FOR MOBILE
AND DESKTOP
HISTORICAL DATA
BACK TO 2012
Learn more at https://www.semrush.com
Semrush is an online visibility management and content marketing SaaS platform
that ensures businesses get measurable results from their online marketing.
SPECIAL THANKS: SEMRUSH

192. Learn more about App Annie at https://www.appannie.com
App Annie is the industry’s most trusted mobile data and analytics platform. App Annie’s mission is
to help customers create winning mobile experiences and achieve excellence. Founded in 2010, the
company launched the first mobile market data solution. In 2020, App Annie launched App Annie
Ascend, an advertising analytics solution, making it the first company in its space to offer a side-by-side
view of market data and companies’ own data to support mission-critical business decisions. Together,
these solutions comprise the industry’s most complete mobile performance platform. More than 1,100
enterprise clients and 1 million registered users across all geographies and industries rely on App Annie
to drive their mobile business. The company is headquartered in San Francisco with 12 offices worldwide.
1 MILLION
REGISTERED USERS
BEST-IN-CLASS
DATA
COVERAGE ACROSS
150 COUNTRIES
UNPARALLELED
SERVICE & SUPPORT
SPECIAL THANKS: APP ANNIE

193. Learn more about SimilarWeb at https://www.similarweb.com
GRANULAR
ANALYSIS
GLOBAL
COVERAGE
APP
INTELLIGENCE
WEB
INTELLIGENCE
SimilarWeb provides the measure of the digital world. With an international online panel consisting
of hundreds of millions of devices, SimilarWeb provides granular insights about any website or
app across a wide array of industries. Global brands such as Google, eBay, and adidas rely
on SimilarWeb to understand, track and grow their digital market share. The company has 450
employees and offices spanning four continents. SimilarWeb has been named one of Wall
Street’s Secret Weapons, and one of Calcalist’s 2018 List of 50 Most Promising Israeli Startups.
SPECIAL THANKS: SIMILARWEB

194. Learn more about Locowise at https://locowise.com
CUSTOM REPORT
BUILDER WITH
OVER 300 METRICS
CAMPAIGN
ANALYSIS, TRACKING
AND REPORTING
INSIGHTS FROM ALL
YOUR NETWORKS
IN ONE PLACE
PREDICTIVE
METRICS TO DRIVE
FUTURE STRATEGY
Locowise is a social media performance measurement
platform that helps agencies to manage clients,
produce and prove value, and win new business.
SPECIAL THANKS: LOCOWISE

195. Learn more about Kenshoo at https://kenshoo.com
2,000+ BRANDS
AND AGENCIES
$350B CLIENT REVENUE
GENERATED ANNUALLY
$7B SPEND UNDER
MANAGEMENT
5,000 EVENTS
TRACKED PER SECOND
Kenshoo is the only independent, global marketing
platform for strategy, measurement, and best-of-breed
activation across all of the world’s most important media.
SPECIAL THANKS: KENSHOO

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

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

198. We are a socially-led creative agency. We are a global team of
more than 850 people in 15 offices around the world with a common
purpose: to connect people and brands in meaningful ways.
We believe in people before platforms and the power of social
insight to drive business value. We call this social thinking.
We work with many of the world’s biggest brands,
including adidas, Netflix, Samsung, Lavazza, and
Google on global, regional and local projects.
If you’d like to work with us, visit https://wearesocial.com

199. Hootsuite is the leader in social media management, trusted by
more than 18 million users and 4,000+ enterprise organizations.
With one unified platform, you’ll have the tools you need to find
and join the conversations that matter to your brand across social
channels, bring new customers in the door with social ads, and
measure and grow the return on your investment in social.
Hootsuite is built to help any team get started today and ready
to extend as far as you need in the future with powerful add-ons
including CRM integrations, scalable training for your team, and
our ecosystem that plugs into your existing tools including Google
My Business, Adobe Stock, Canva, Slack, and hundreds more.
Learn more at hootsuite.com

200. SIMON KEMP
@ESKIMON
REPORTS@KEPIOS.COM
DATAREPORTAL.COM