Digital 2023 April Global Statshot Report v01 (April 2023)

THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
DIGITAL 2023
APRIL GLOBAL STATSHOT REPORT

GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI
PPRO OOKLA SKAI LOCOWISE SIMILARWEB
PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE

!
IMPORTANT NOTES ON COMPARING DATA
The findings published in this report use the latest data
available at the time of production. This may include
revised figures for historical data points that were
not available when we produced previous reports in
the Global Digital Reports series. From time to time,
we may also change the data sources that we use to
inform specific data points, and we may also change
how we calculate certain values. Similarly, our data
partners may change the ways in which they source,
calculate, or report the data that they share with us.
As a result, findings published in this report may not
correlate with findings published in our previous
reports, especially where such findings represent
change over time (e.g. annual growth). Where we
report figures for change over time, such figures will
use the latest available data, so we recommend
using the values published in this report, rather
than trying to recalculate such values using data
from previous reports. Wherever we’re aware of the
potential for historical mismatches, we’ve included
a note on comparability in the footnotes of each
relevant slide. Please read these advisories carefully
to understand how data sources or calculations
have changed since previous reports, and beware
of making any comparisons with historical data.
Where we report values for change over time as
“[N/A]”, the most recent data do not correlate
with the equivalent data point(s) published in our
previous reports, so we strongly advise readers
not to compare the associated current figures
with the equivalents published in previous reports.
In particular, the social media platforms featured in
this report regularly revise the figures that they report
for advertising reach, and this may result in the latest
numbers appearing to be lower than the values for
the same data points published in previous reports in
this series. However, these source data revisions do
not necessarily imply any change in the overall active
use of these platforms, and should not be interpreted
as such. Furthermore, in addition to changes in data
sources and calculations, please note that the figures
we publish for “social media user identities” may
not represent unique individuals. This is because
some individuals may manage multiple social media
accounts, and because some social media accounts
may represent ‘non-human’ entities (e.g. businesses,
animals, music bands, etc.). As a result, the figures we
publish for social media user identities may exceed
the figures that we publish for total population or for
individuals using the internet. This may seem counter-
intuitive, but such differences do not represent
mistakes. For more information, please read our
notes on data variance, mismatches, and curiosities:
https://datareportal.com/notes-on-data.

!
IMPORTANT CHANGES TO GWI’S METHODOLOGY
GWI is a primary data source for our Global Digital Reports,
providing rich insights into digital behaviours across 50 of the
largest markets around the world. The company’s quarterly
survey provides timely responses from hundreds of thousands
of real people spanning different cultural backgrounds, age
groups, and genders.
In order to provide the most representative insights, GWI
regularly updates its research approach. These updates
ensure that survey questions accurately reflect people’s
evolving behaviours and preferences, and that the underlying
research methodology permits consistent and reliable
comparison between different respondents and over time.
As part of this ongoing program of updates, GWI recently
made some important revisions to its underlying methodology,
and these updates have resulted in meaningful changes to the
values for various data points in this report, as compared with
similar data points included in previous reports in this series.
The GWI team has offered the following guidance to help
you make sense of how these changes may impact findings in
this report. However, note that these changes only affect data
sourced from GWI, so please refer to the sources detailed in
the footnotes of each page to identify which specific charts
and data points may have been impacted by these revisions.
“Survey response styles differ around the world. In some
countries, people tend to select a greater number of answer
options, while in others they’re more reserved.
This isn’t inherently bad, and these cultural differences are
insights in and of themselves. However, starting with our
Q4 2022 wave of research, we’ve taken a number of steps
to reduce the potential impact that these differences can
sometimes have on research findings.
GWI has always had checks in place to capture and remove
over-selectors, as well as other checks to identify respondents
who provide contradictory answers, or complete the survey
too quickly. However, the introduction of new questions in
recent waves of research has allowed us to implement some
additional checks.
In particular, these checks involve taking a stricter approach
to distinguishing between respondents who’re responding in a
genuinely enthusiastic way, and those who’re over-selecting in
a way that’s inaccurate or insincere.
That isn’t to say that results from prior waves are invalid;
simply that the “noise” associated with different cultural
response styles has been reduced, allowing for more effective
comparisons between markets. In many cases, the results are
now more in line with other sources, and differences between
markets are less extreme.
What this means for GWI’s data: values have declined across
multiple categories and across a number of markets that are
prone to over selection, particularly India and China. Because
these markets are so big and account for such a large share of
the global online population, these declines are also apparent
in global figures, albeit to a lesser extent.
What this means for you: GWI data is now even more
comparable across markets than it was before. However, you
should be aware of and consider these changes when looking
for trends – particularly at a global level and in APAC.
Further information: If you want to know more about GWI
respondents and response styles, please refer to this article.
If you want to know more about GWI’s data checks more
broadly, please refer to the GWI Core Research and
Methodology deck on this webpage.”

ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2023
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2023
CLICK HERE TO READ OUR DIGITAL 2023
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
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2023 GLOBAL OVERVIEW REPORT, PACKED
WITH ALL THE NUMBERS YOU NEED TO MAKE
SENSE OF THE CURRENT STATE OF DIGITAL
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CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE

DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

10
8.03 5.48 5.18 4.80
BILLION BILLION BILLION BILLION
57.2% 68.3% 64.6% 59.9%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE SUBSCRIBERS
INDIVIDUALS USING
THE INTERNET
SOCIAL MEDIA
USER IDENTITIES
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; NIELSEN; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS
REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY
NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS.
GLOBAL OVERVIEW
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
APR
2023

11
+0.9% +2.9% +2.9% +3.2%
+69 MILLION +152 MILLION +147 MILLION +150 MILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
UNIQUE MOBILE
PHONE SUBSCRIBERS
INDIVIDUALS USING
THE INTERNET
SOCIAL MEDIA
USER IDENTITIES
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; NIELSEN; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS
REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY
NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS.
GLOBAL OVERVIEW
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
APR
2023

12
18.6% 27.4% 14.8% 14.9% 4.0%
-9.7% (-200 BPS) -0.4% (-10 BPS) -8.1% (-130 BPS) -0.7% (-10 BPS) -18.4% (-90 BPS)
96.8% 96.6% 7.2% 57.8% 31.6%
+0.3% (+30 BPS) +0.4% (+40 BPS) -17.2% (-150 BPS) -5.1% (-310 BPS) -8.4% (-290 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
GAMES
CONSOLE
SMART WATCH OR
SMART WRISTBAND
TV STREAMING
DEVICE
SMART HOME
DEVICE
VIRTUAL REALITY
DEVICE
ANY KIND OF
MOBILE PHONE
SMART
PHONE
FEATURE
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
DEVICE
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES
REPRESENT RELATIVE YEAR-ON-YEAR 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. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE
VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
NOTE: GWI HAVE REVISED THEIR METHODOLOGY. PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP
APR
2023

13
1H 28M 0H 52M 0H 52M 1H 05M
-3.3% (-3 MINS) -10.3% (-6 MINS) -3.7% (-2 MINS) -7.1% (-5 MINS)
6H 35M 3H 12M 2H 24M 1H 49M
-4.4% (-18 MINS) -1.0% (-2 MINS) -3.4% (-5 MINS) -6.8% (-8 MINS)
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT USING
A GAMES CONSOLE
TIME SPENT USING
THE INTERNET
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT
MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS
INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. COMPARABILITY: GWI HAS INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED
IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS, SO DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
DAILY TIME SPENT WITH MEDIA
APR
2023

Meltwater Insights
How social media marketing is developing, according to more than 1,700 marketing and communications professionals
The State of Social Media
Marketers aiming to reach new and existing
audiences need insight into what consumers
are saying about their brand, competitors,
and industry. Meltwater’s social listening
solutions let organizations discover
and understand the billions of social
conversations happening online to identify
the messages that resonate with audiences.
Creating great influencer campaigns starts with
finding the voices your audience already values.
Meltwater’s influencer marketing solution
scores influencers based on engagement
rates and audience quality to help marketers
understand their “true” reach.
Marketers can’t just rely on consumers’
demographic information anymore. You need
real consumer insights. Online audiences are
organized around shared ideas, values, and
behaviors. Meltwater’s consumer insights
solution can help you research the different
communities within your broader target audiences
to target them more effectively.
Learn more about the how marketing teams are investing in
social with Meltwater’s The State of Social Media 2023.
81% 71% 62%
of organizations
with social listening
programs use
them to better
understand their
audiences.
of organizations
use social
media to
raise brand
awareness.
of B2C organizations
will engage
in influencer
marketing in 2023.
PARTNER CONTENT

WE ARE SOCIAL’S PERSPECTIVE
TRACKING CULTURE AT THE SPEED OF SOCIAL
WE ARE SOCIAL’S DIGITAL CULTURE REVIEW EXAMINES THE CULTURAL TRENDS PLAYING OUT ON SOCIAL
A more demanding attention
economy requires more stimulation,
but a more stressed out population
needs to be soothed.
How does content grip desensitised
attention spans, while also giving us
a sense of calm?
Enter, soft thrills: a genre of content
that’s marrying sensory calm with
narrative tension.
It's playing out on TikTok, with pastry
chef @amauryguichon’s meditative
and dramatic chocolate giraffe
video, and Bread Guy's
soothing-yet-suspenseful vibe.
People are trapped amid the
contradictory desires to be soothed
and to be entertained. Brands and
creators need to find innovative
ways to marry these disparate
qualities.
SOFT THRILLS
There's a growing wave of bizarre
content on social, with surreality
becoming both more mainstream
and more nuanced.
Roku accidentally earned cult
fandom for its otherworldly, sci-fi
futurescape screensaver, while
Balenciaga gained some of its most
adoring fan feedback from
intentionally perspective-distorting
videos.
For avid TikTokers, Redditors,
Tumblr natives and Discord surfers,
it’s not only that more content looks
surreal – it’s that today’s resonant
content disrupts the idea of a
clean-cut ‘reality’ altogether.
Brands need to accept the blur of
fictional and real worlds. To make
compelling creative work,they can
build bridges between imagined
worlds and ‘reality’.
UNREAL CONTENT
Immobilised in the face of big issues
they can’t change, people are
instead focusing on the micro, small
picture. It’s a willful tunnel vision
that makes reality palatable.
For example, during the
controversial Qatar World Cup, most
people side-stepped big picture
content in favour of zooming in on
the hero narratives of individuals.
From Messi’s success to the
foam-finger wielding Metro guy, they
zoomed in on the ethical gems
within an unethical system.
There's space for brands to show
people the small gems – the micro,
wholesome, roses growing amidst
the concrete.
SMALL PICTURE THINKING
Follow our culture-focused
Instagram channel
@thefeed.global
PARTNER CONTENT

17
6H 35M 95.0% 62.6% 78.5% 45.9%
YOY: -4.4% (-18 MINS) YOY: +2.8% (+260 BPS) YOY: -7.9% (-540 BPS)
5.18 64.6% +2.9% 61.8% 67.4%
BILLION YOY: +2.0% (+129 BPS) +147 MILLION
AVERAGE DAILY TIME
SPENT USING THE INTERNET
BY EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE DEVICES
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA COMPUTERS AND TABLETS
PERCENTAGE OF THE
TOTAL URBAN POPULATION
THAT USES THE INTERNET
PERCENTAGE OF THE
TOTAL RURAL POPULATION
INDIVIDUALS
USING THE
INTERNET
INDIVIDUALS USING THE
INTERNET AS A PERCENTAGE
OF TOTAL POPULATION
YEAR-ON-YEAR CHANGE IN
THE NUMBER OF INDIVIDUALS
USING THE INTERNET
PERCENTAGE OF THE
TOTAL FEMALE POPULATION
PERCENTAGE OF THE
TOTAL MALE POPULATION
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; NIELSEN; LOCAL GOVERNMENT AUTHORITIES; UNITED
NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q4 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. PERCENTAGE CHANGE
FIGURES IN THE BOTTOM ROWS OF DATA SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND
BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE
OVERVIEW OF INTERNET USE
APR
2023

18
4,930 4,958 4,965 5,028 5,035 5,083 5,091 5,125 5,181
+0.6% +0.1% +1.3% +0.1% +1.0% +0.1% +0.7% +1.1%
APR JUL OCT JAN APR JUL OCT JAN APR
2021 2021 2021 2022 2022 2022 2022 2023 2023
NATIONS. NOTES: ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. THE TIME REQUIRED TO COLLECT, PROCESS, AND REPORT INTERNET
USER RESEARCH DATA MAY MEAN THAT USER FIGURES AND GROWTH TRENDS FOR RECENT PERIODS UNDER-REPRESENT ACTUAL VALUES. SEE NOTES ON DATA FOR FURTHER DETAILS. COMPARABILITY: SOURCE
AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF INDIVIDUALS USING THE INTERNET (IN MILLIONS) AND QUARTER-ON-QUARTER CHANGE
INTERNET USE OVER TIME (QOQ)
APR
2023
DATAREPORTAL

19
5.31 4.81 4.90 5.39
BILLION BILLION BILLION BILLION
66.3% 59.9% 61.0% 67.1%
vs. POPULATION vs. POPULATION vs. POPULATION vs. POPULATION
INTERNET: ITU
INTERNET: WORLD BANK
INTERNET: CIA WORLD FACTBOOK
INTERNET: INTERNETWORLDSTATS
SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION
RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE
ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN
THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE.
GLOBAL OVERVIEW
FIGURES FOR INTERNET USE PUBLISHED BY DIFFERENT SOURCES
PERSPECTIVES ON INTERNET USE
APR
2023

20
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
GLOBAL
AVERAGE
79.4%
71.2%
75.3%
48.7%
72.5%
70.6%
23.3%
28.2%
48.0%
66.0%
86.9%
88.5%
97.3%
93.5%
80.6%
68.5%
74.9%
92.0%
75.5%
64.6%
NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT
HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INDIVIDUALS USING THE INTERNET AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
APR
2023

21
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
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
0.7%
9.4%
24.2%
19.0%
1.1%
0.9%
2.2%
1.1%
4.1%
3.3%
4.8%
2.6%
2.0%
3.5%
6.8%
0.6%
2.6%
6.7%
4.3%
NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE
LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INDIVIDUALS USING THE INTERNET IN EACH REGION AS A PERCENTAGE OF TOTAL INDIVIDUALS USING THE INTERNET AROUND THE WORLD
SHARE OF GLOBAL INTERNET USERS
APR
2023

22
99.0%
99.0%
99.0%
98.4%
98.1%
97.8%
97.6%
97.2%
96.9%
96.8%
96.2%
95.9%
95.6%
95.5%
94.9%
94.5%
94.2%
93.8%
93.1%
93.1%
92.6%
91.8%
91.6%
90.7%
90.3%
90.2%
88.9%
88.4%
88.2%
88.1%
87.2%
86.1%
85.3%
85.1%
84.3%
84.0%
83.4%
82.9%
79.1%
78.6%
75.7%
74.9%
73.1%
72.3%
72.2%
68.2%
66.5%
64.6%
55.4%
50.5%
33.4%
SAUDI
ARABIA
U.A.E.
NORWAY
SWITZERLAND
DENMARK
U.K.
SOUTH
KOREA
SWEDEN
SINGAPORE
MALAYSIA
AUSTRALIA
NEW
ZEALAND
IRELAND
NETHERLANDS
SPAIN
BELGIUM
AUSTRIA
CANADA
HONG
KONG
GERMANY
FRANCE
U.S.A.
CZECHIA
TAIWAN
ISRAEL
CHILE
ROMANIA
POLAND
RUSSIA
MOROCCO
ARGENTINA
ITALY
THAILAND
PORTUGAL
BRAZIL
GREECE
TURKEY
JAPAN
VIETNAM
MEXICO
COLOMBIA
CHINA
PHILIPPINES
SOUTH
AFRICA
EGYPT
GHANA
INDONESIA
WORLDWIDE
NIGERIA
INDIA
KENYA
NATIONS. NOTE: VALUES HAVE BEEN CAPPED AT 99% OF THE TOTAL POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA
MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INDIVIDUALS USING THE INTERNET AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
APR
2023
DATAREPORTAL

23
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
GLOBAL
TOTAL
9.4
197.6
410.2
1,037.9
21.4
20.3
369.8
143.9
227.3
89.6
37.8
17.4
2.9
12.6
85.0
14.0
45.2
30.4
72.7
2,846
NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT
HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
NUMBER OF INDIVIDUALS (IN MILLIONS) WHO DO NOT USE THE INTERNET
UNCONNECTED POPULATIONS
APR
2023

24
01 NORTH KOREA1
>99.9% [BLOCKED]
02 SOUTH SUDAN 92.8% 10,253,000
03 SOMALIA 90.0% 16,206,000
04 BURUNDI 89.7% 11,791,000
05 CENTRAL AFRICAN REPUBLIC 89.4% 5,097,000
06 ETHIOPIA 83.3% 104,735,000
07 AFGHANISTAN 81.6% 34,237,000
08 MADAGASCAR 80.3% 24,197,000
09 CHAD 78.9% 14,313,000
10 MOZAMBIQUE 78.9% 26,540,000
01 INDIA 705,323,000 49.5%
02 CHINA 358,320,000 25.1%
03 PAKISTAN 151,524,000 63.3%
04 BANGLADESH 105,376,000 61.1%
05 ETHIOPIA 104,735,000 83.3%
06 NIGERIA 99,305,000 44.6%
07 INDONESIA 92,837,000 33.5%
08 DEM. REP. OF THE CONGO 78,202,000 77.1%
09 TANZANIA 45,768,000 68.4%
10 KENYA 36,535,000 66.6%
# LOCATION
UNCONNECTED
INDIVIDUALS
% OF POP.
OFFLINE
# LOCATION
% OF POP.
OFFLINE
UNCONNECTED
INDIVIDUALS
RELATIVE: LOWEST LEVELS OF INTERNET ADOPTION
ABSOLUTE: LARGEST UNCONNECTED POPULATIONS
NATIONS. NOTES: FIGURES IN THE “% OF POP. OFFLINE” COLUMN REPRESENT THE PERCENTAGE OF THE POPULATION THAT DOES NOT YET USE THE INTERNET. ABSOLUTE VALUES HAVE BEEN ROUNDED TO THE
NEAREST THOUSAND. (1) THE INTERNET (AT LEAST AS THE REST OF THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. COMPARABILITY: SOURCE AND BASE CHANGES. ALL
FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST UNCONNECTED POPULATIONS AND THE LOWEST LEVELS OF INTERNET ADOPTION
UNCONNECTED POPULATIONS
APR
2023

25
06:56 06:55 06:57 06:57 06:53 06:49 06:37 06:37 06:35
-0.2% +0.5% 0% -1.0% -1.0% -2.9% 0% -0.5%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCE: GWI (Q4 2020 TO Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: STARTING
WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY. AS A RESULT, DATA FOR Q4 2022 AND ANY SUBSEQUENT PERIODS MAY NOT BE DIRECTLY COMPARABLE WITH
DATA POINTS FOR PRIOR PERIODS.
GLOBAL OVERVIEW
THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY
DAILY TIME SPENT USING THE INTERNET (QOQ)
APR
2023
DATAREPORTAL

26
09:27
09:15
09:07
08:50
08:44
08:39
08:19
08:08
08:06
07:50
07:50
07:47
07:42
07:28
07:19
07:11
07:10
07:07
07:03
07:02
06:44
06:39
06:36
06:35
06:17
06:16
06:13
06:10
06:01
06:00
05:58
05:46
05:45
05:42
05:41
05:40
05:38
05:34
05:32
05:31
05:29
05:25
05:23
05:19
05:15
05:04
03:51
SOUTH
AFRICA
BRAZIL
PHILIPPINES
COLOMBIA
ARGENTINA
CHILE
MALAYSIA
THAILAND
RUSSIA
EGYPT
U.A.E.
MEXICO
PORTUGAL
INDONESIA
ISRAEL
TURKEY
TAIWAN
SINGAPORE
SAUDI
ARABIA
U.S.A.
ROMANIA
INDIA
HONG
KONG
WORLDWIDE
CANADA
NEW
ZEALAND
SWEDEN
POLAND
VIETNAM
AUSTRALIA
CZECHIA
ITALY
GREECE
U.K.
IRELAND
NORWAY
SPAIN
BELGIUM
SWITZERLAND
AUSTRIA
NETHERLANDS
CHINA
DENMARK
FRANCE
GERMANY
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: STARTING WITH THEIR Q4
2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART
MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
APR
2023
DATAREPORTAL

27
07:42
07:04
06:30
05:52
05:05
07:09 06:59
06:27
05:48
05:03
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
APR
2023
DATAREPORTAL

28
57.5% 25.6% 29.7% 13.6% 10.6%
-6.8% (-420 BPS) -10.8% (-310 BPS) -0.7% (-20 BPS) -2.2% (-30 BPS) -12.4% (-150 BPS)
95.0% 62.6% 93.9% 4.0% 24.6%
+2.8% (+260 BPS) -7.9% (-540 BPS) +3.1% (+280 BPS) -16.7% (-80 BPS) -9.9% (-270 BPS)
PERSONAL LAPTOP
OR DESKTOP
WORK LAPTOP
OR DESKTOP
CONNECTED
TELEVISION
SMART HOME
DEVICE
GAMES
CONSOLE
MOBILE
PHONE (ANY)
LAPTOP OR
DESKTOP (ANY)
SMART
PHONE
FEATURE
PHONE
TABLET
DEVICE
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES
USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER.
PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. COMPARABILITY: CHANGES TO GWI’S SURVEY
METHODOLOGY IN Q4 2022 MEAN THAT DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET
DEVICES USED TO ACCESS THE INTERNET
APR
2023

29
98.8%
98.5%
98.2%
98.2%
97.8%
97.5%
97.3%
97.3%
97.2%
97.0%
96.9%
96.7%
96.7%
96.5%
96.4%
96.1%
96.1%
95.9%
95.7%
95.6%
95.6%
95.6%
95.4%
95.1%
95.0%
94.8%
94.0%
93.7%
93.2%
93.0%
93.0%
92.9%
92.4%
92.4%
92.2%
91.6%
91.6%
91.5%
91.4%
91.0%
90.9%
90.9%
90.7%
90.0%
89.6%
89.3%
89.1%
INDONESIA
PHILIPPINES
BRAZIL
SOUTH
AFRICA
COLOMBIA
THAILAND
MALAYSIA
MEXICO
CHILE
ARGENTINA
SOUTH
KOREA
SAUDI
ARABIA
TURKEY
ITALY
TAIWAN
EGYPT
ROMANIA
VIETNAM
INDIA
POLAND
PORTUGAL
U.A.E.
GREECE
SPAIN
WORLDWIDE
IRELAND
U.S.A.
ISRAEL
CHINA
JAPAN
RUSSIA
U.K.
CZECHIA
SWEDEN
AUSTRIA
NORWAY
SINGAPORE
HONG
KONG
SWITZERLAND
FRANCE
DENMARK
GERMANY
NETHERLANDS
AUSTRALIA
CANADA
NEW
ZEALAND
BELGIUM
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: USERS MAY ALSO USE OTHER DEVICES
TO ACCESS THE INTERNET. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A SMARTPHONE OR A FEATURE PHONE TO ACCESS THE INTERNET
USING MOBILE PHONES TO ACCESS THE INTERNET
APR
2023
DATAREPORTAL

30
95.9% 95.9% 96.2% 95.1% 93.0%
94.8% 94.7% 95.5% 94.4% 92.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: USERS MAY ALSO USE OTHER DEVICES
TO ACCESS THE INTERNET. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A SMARTPHONE OR A FEATURE PHONE TO ACCESS THE INTERNET
USING MOBILE PHONES TO ACCESS THE INTERNET
APR
2023
DATAREPORTAL

31
85.0%
84.5%
83.5%
83.3%
82.6%
80.6%
79.8%
79.3%
79.0%
79.0%
78.9%
78.8%
78.4%
77.7%
77.5%
76.8%
76.6%
75.9%
75.6%
75.2%
75.1%
75.1%
75.0%
74.3%
74.0%
73.9%
73.5%
73.5%
72.7%
71.5%
71.2%
70.7%
70.7%
70.7%
69.3%
66.9%
64.7%
64.3%
62.6%
62.0%
61.9%
59.3%
57.5%
55.8%
48.6%
48.5%
45.7%
43.4%
42.3%
35.5%
21.2%
CZECHIA
PORTUGAL
AUSTRIA
POLAND
SWITZERLAND
CANADA
NETHERLANDS
SOUTH
AFRICA
BELGIUM
RUSSIA
SINGAPORE
ITALY
AUSTRALIA
GERMANY
SPAIN
NEW
ZEALAND
ISRAEL
FRANCE
GREECE
HONG
KONG
ARGENTINA
DENMARK
U.K.
U.S.A.
CHILE
SWEDEN
COLOMBIA
MALAYSIA
SOUTH
KOREA
U.A.E.
IRELAND
MEXICO
ROMANIA
TAIWAN
NORWAY
BRAZIL
VIETNAM
TURKEY
WORLDWIDE
CHINA
PHILIPPINES
JAPAN
INDONESIA
SAUDI
ARABIA
INDIA
EGYPT
KENYA
THAILAND
GHANA
MOROCCO
NIGERIA
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: INCLUDES USERS WHO ACCESS
THE INTERNET VIA A LAPTOP OR COMPUTER OF THEIR OWN, AS WELL AS USERS WHO ACCESS THE INTERNET VIA A LAPTOP OR DESKTOP COMPUTER PROVIDED BY THEIR PLACE OF WORK. USERS MAY ALSO USE
OTHER DEVICES TO ACCESS THE INTERNET. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN
VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A LAPTOP OR A DESKTOP COMPUTER TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET
APR
2023
DATAREPORTAL

32
57.1%
59.9% 61.6% 62.4% 60.6%
58.8%
63.3%
66.5%
70.0% 70.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: INCLUDES USERS WHO ACCESS
THE INTERNET VIA A LAPTOP OR COMPUTER OF THEIR OWN, AS WELL AS USERS WHO ACCESS THE INTERNET VIA A LAPTOP OR DESKTOP COMPUTER PROVIDED BY THEIR PLACE OF WORK. USERS MAY ALSO USE
OTHER DEVICES TO ACCESS THE INTERNET. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN
VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A LAPTOP OR A DESKTOP COMPUTER TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET
APR
2023
DATAREPORTAL

33
MOBILES:
52.2%
MOBILES:
52.0%
MOBILES:
52.0%
MOBILES:
53.5%
MOBILES:
54.7%
MOBILES:
55.5%
MOBILES:
55.7%
MOBILES:
56.9%
MOBILES:
57.0%
COMPUTERS:
47.8%
COMPUTERS:
48.0%
COMPUTERS:
48.0%
COMPUTERS:
46.5%
COMPUTERS:
45.3%
COMPUTERS:
44.5%
COMPUTERS:
44.3%
COMPUTERS:
43.1%
COMPUTERS:
43.0%
-0.2% ≈0% +2.8% +2.3% +1.4% +0.3% +2.3% +0.1%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCE: GWI (Q4 2020 TO Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILES” INCLUDES
SMARTPHONES AND FEATURE PHONES. “COMPUTERS” INCLUDES LAPTOPS, DESKTOPS, AND TABLET DEVICES. PERCENTAGES IN THE WHITE CIRCLES SHOW THE RELATIVE CHANGE IN MOBILE’S SHARE OF TOTAL
INTERNET TIME vs. THE PREVIOUS PERIOD. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY. AS A RESULT, DATA FOR Q4 2022 AND
ANY SUBSEQUENT PERIODS MAY NOT BE DIRECTLY COMPARABLE WITH DATA POINTS FOR PRIOR PERIODS.
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE (QOQ)
APR
2023
DATAREPORTAL

34
MOBILES:
64.1%
MOBILES:
63.1%
MOBILES:
60.9%
MOBILES:
60.4%
MOBILES:
59.8%
MOBILES:
59.8%
MOBILES:
59.2%
MOBILES:
58.2%
MOBILES:
57.4%
MOBILES:
57.0%
MOBILES:
57.0%
MOBILES:
56.5%
MOBILES:
56.3%
MOBILES:
56.2%
MOBILES:
55.9%
MOBILES:
55.5%
MOBILES:
54.9%
MOBILES:
54.5%
MOBILES:
53.4%
MOBILES:
53.3%
MOBILES:
53.1%
MOBILES:
51.5%
MOBILES:
51.5%
MOBILES:
50.8%
MOBILES:
50.7%
MOBILES:
50.6%
MOBILES:
50.4%
MOBILES:
50.0%
MOBILES:
50.0%
MOBILES:
50.0%
MOBILES:
49.7%
MOBILES:
49.2%
MOBILES:
48.9%
MOBILES:
48.9%
MOBILES:
48.8%
MOBILES:
48.2%
MOBILES:
47.9%
MOBILES:
47.8%
MOBILES:
47.2%
MOBILES:
46.7%
MOBILES:
46.4%
MOBILES:
46.4%
MOBILES:
46.2%
MOBILES:
45.8%
MOBILES:
45.6%
MOBILES:
44.0%
MOBILES:
42.8%
COMPUTERS:
35.9%
COMPUTERS:
36.9%
COMPUTERS:
39.1%
COMPUTERS:
39.6%
COMPUTERS:
40.2%
COMPUTERS:
40.2%
COMPUTERS:
40.8%
COMPUTERS:
41.8%
COMPUTERS:
42.6%
COMPUTERS:
43.0%
COMPUTERS:
43.0%
COMPUTERS:
43.5%
COMPUTERS:
43.7%
COMPUTERS:
43.8%
COMPUTERS:
44.1%
COMPUTERS:
44.5%
COMPUTERS:
45.1%
COMPUTERS:
45.5%
COMPUTERS:
46.6%
COMPUTERS:
46.7%
COMPUTERS:
46.9%
COMPUTERS:
48.5%
COMPUTERS:
48.5%
COMPUTERS:
49.2%
COMPUTERS:
49.3%
COMPUTERS:
49.4%
COMPUTERS:
49.6%
COMPUTERS:
50.0%
COMPUTERS:
50.0%
COMPUTERS:
50.0%
COMPUTERS:
50.3%
COMPUTERS:
50.8%
COMPUTERS:
51.1%
COMPUTERS:
51.1%
COMPUTERS:
51.2%
COMPUTERS:
51.8%
COMPUTERS:
52.1%
COMPUTERS:
52.2%
COMPUTERS:
52.8%
COMPUTERS:
53.3%
COMPUTERS:
53.6%
COMPUTERS:
53.6%
COMPUTERS:
53.8%
COMPUTERS:
54.2%
COMPUTERS:
54.4%
COMPUTERS:
56.0%
COMPUTERS:
57.2%
INDONESIA
THAILAND
CHINA
INDIA
SAUDI
ARABIA
PHILIPPINES
TURKEY
BRAZIL
ROMANIA
U.A.E.
WORLDWIDE
TAIWAN
CHILE
VIETNAM
MEXICO
MALAYSIA
EGYPT
COLOMBIA
ARGENTINA
SOUTH
AFRICA
IRELAND
ISRAEL
NORWAY
NEW
ZEALAND
GREECE
SPAIN
SWEDEN
HONG
KONG
SOUTH
KOREA
U.S.A.
ITALY
POLAND
NETHERLANDS
JAPAN
U.K.
SINGAPORE
GERMANY
AUSTRALIA
PORTUGAL
RUSSIA
SWITZERLAND
CZECHIA
AUSTRIA
FRANCE
CANADA
DENMARK
BELGIUM
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE
APR
2023
DATAREPORTAL

35
MOBILES:
62.6%
MOBILES:
59.0%
MOBILES:
59.2%
MOBILES:
56.8%
MOBILES:
57.4%
MOBILES:
54.8%
MOBILES:
55.1%
MOBILES:
52.3%
MOBILES:
51.5%
MOBILES:
47.2%
COMPUTERS:
37.4%
COMPUTERS:
41.0%
COMPUTERS:
40.8%
COMPUTERS:
43.2%
COMPUTERS:
42.6%
COMPUTERS:
45.2%
COMPUTERS:
44.9%
COMPUTERS:
47.7%
COMPUTERS:
48.5%
COMPUTERS:
52.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE
APR
2023
DATAREPORTAL

36
39.77 +33.0% 78.62 +28.8%
10.18 +19.3% 34.39 +32.9%
28 -3.4% 9 -10.0%
MEDIAN SPEED OF
MOBILE INTERNET
CONNECTIONS
MEDIAN SPEED OF MOBILE
INTERNET CONNECTIONS
MEDIAN SPEED OF
FIXED INTERNET
CONNECTIONS
MEDIAN SPEED OF FIXED
INTERNET CONNECTIONS
LATENCY (MS) LATENCY LATENCY (MS) LATENCY
UPLOAD (MBPS) UPLOAD UPLOAD (MBPS) UPLOAD
DOWNLOAD (MBPS) DOWNLOAD DOWNLOAD (MBPS) DOWNLOAD
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD AND UPLOAD SPEEDS IN MEGABITS PER SECOND, AND MEDIAN CONNECTION LATENCY IN MILLISECONDS IN FEBRUARY 2023. TIP: A
NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER LATENCY SHOULD RESULT IN FASTER CONTENT DELIVERY.
GLOBAL OVERVIEW
MEDIAN SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS
INTERNET CONNECTION SPEEDS
APR
2023

37
179.61
138.46
131.23
123.66
116.70
114.28
101.88
89.03
86.21
84.91
82.27
82.05
75.17
70.77
69.62
69.08
69.07
63.60
57.50
57.22
54.17
52.23
48.26
47.02
45.62
44.22
44.22
44.22
43.94
43.81
40.10
39.77
38.36
36.87
35.14
32.73
31.01
30.96
30.28
28.41
26.11
24.58
24.05
23.96
22.93
22.88
22.37
22.28
20.17
11.94
9.55
U.A.E.
SOUTH
KOREA
NORWAY
DENMARK
CHINA
NETHERLANDS
SAUDI
ARABIA
SWEDEN
AUSTRALIA
CANADA
U.S.A.
SWITZERLAND
SINGAPORE
TAIWAN
AUSTRIA
PORTUGAL
FRANCE
GREECE
BELGIUM
GERMANY
HONG
KONG
NEW
ZEALAND
U.K.
ROMANIA
CZECHIA
ITALY
JAPAN
MALAYSIA
VIETNAM
POLAND
THAILAND
WORLDWIDE
SPAIN
BRAZIL
SOUTH
AFRICA
MOROCCO
IRELAND
INDIA
TURKEY
ISRAEL
MEXICO
PHILIPPINES
CHILE
ARGENTINA
EGYPT
RUSSIA
NIGERIA
KENYA
INDONESIA
COLOMBIA
GHANA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN FEBRUARY 2023.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS (IN MBPS)
MOBILE INTERNET CONNECTION SPEEDS
APR
2023
DATAREPORTAL

38
137 AFGHANISTAN 4.04 -25.0% 1.55 38
136 CUBA 4.96 -45.6% 4.22 137
135 VENEZUELA 6.29 +5.2% 3.77 44
134 HAITI 7.23 -33.4% 5.46 24
133 YEMEN 8.54 -48.7% 6.99 25
132 TAJIKISTAN 9.25 +15.0% 5.84 24
131 GHANA 9.55 +22.0% 9.64 28
130 SOMALIA 9.83 +27.0% 7.48 23
129 BOLIVIA 9.93 -31.0% 8.87 27
128 CAMEROON 10.74 -2.2% 7.78 27
01 UNITED ARAB EMIRATES 179.61 +34.5% 22.90 20
02 QATAR 160.33 +41.9% 22.93 20
03 SOUTH KOREA 138.46 +18.8% 17.40 27
04 NORWAY 131.23 +10.7% 18.00 26
05 DENMARK 123.66 +31.3% 19.32 18
06 KUWAIT 119.79 +47.9% 21.44 18
07 CHINA 116.70 +33.0% 25.96 26
08 NETHERLANDS 114.28 +6.0% 17.99 22
09 SAUDI ARABIA 101.88 +9.3% 15.44 29
10 BULGARIA 97.60 +3.5% 20.24 20
# LOCATION  DL ▲YOY  UL LATENCY # LOCATION  DL ▲YOY  UL LATENCY
FASTEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS SLOWEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR FEBRUARY 2023. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER SECOND.
“▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA MOBILE CONNECTIONS
MOBILE INTERNET CONNECTION SPEEDS
APR
2023

39
237.15
226.77
224.44
219.47
203.28
200.62
198.53
198.17
180.30
175.08
163.84
156.84
148.72
146.79
142.64
133.05
131.91
124.20
123.30
120.73
110.79
106.64
102.24
100.95
93.01
92.96
91.60
90.03
86.79
86.55
83.20
82.88
78.62
77.77
73.48
66.47
63.54
55.52
54.05
53.33
50.87
50.15
45.46
44.60
43.56
32.65
27.88
26.38
19.93
14.30
9.83
SINGAPORE
CHINA
CHILE
U.A.E.
THAILAND
DENMARK
HONG
KONG
U.S.A.
SPAIN
ROMANIA
FRANCE
SWITZERLAND
CANADA
JAPAN
SOUTH
KOREA
NEW
ZEALAND
PORTUGAL
TAIWAN
NETHERLANDS
ISRAEL
SWEDEN
NORWAY
BRAZIL
POLAND
MALAYSIA
COLOMBIA
VIETNAM
PHILIPPINES
BELGIUM
SAUDI
ARABIA
GERMANY
IRELAND
WORLDWIDE
RUSSIA
U.K.
AUSTRIA
ITALY
CZECHIA
ARGENTINA
AUSTRALIA
INDIA
MEXICO
EGYPT
GREECE
SOUTH
AFRICA
TURKEY
GHANA
INDONESIA
MOROCCO
NIGERIA
KENYA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN FEBRUARY 2023.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS (IN MBPS)
FIXED INTERNET CONNECTION SPEEDS
APR
2023
DATAREPORTAL

40
180 CUBA 1.88 -1.6% 0.90 119
179 AFGHANISTAN 1.93 +18.4% 2.22 35
178 TURKMENISTAN 2.36 +15.1% 0.90 91
177 SYRIA 2.93 -0.7% 3.52 27
176 NIGER 4.58 +9.0% 2.79 27
175 YEMEN 4.68 +77.3% 0.99 40
174 TIMOR-LESTE 4.73 [N/A] 7.43 11
173 ESWATINI 5.03 -8.5% 4.14 35
172 SUDAN 5.24 +32.3% 3.47 24
171 BURUNDI 5.33 -5.5% 5.96 19
01 SINGAPORE 237.15 +21.4% 199.58 4
02 CHINA 226.77 +46.5% 39.05 11
03 MONACO 226.03 +20.7% 149.62 4
04 CHILE 224.44 +13.5% 138.73 6
05 UNITED ARAB EMIRATES 219.47 +103.5% 102.02 5
06 THAILAND 203.28 +8.7% 173.05 5
07 DENMARK 200.62 +22.9% 107.59 7
08 HONG KONG 198.53 +20.8% 139.39 4
09 UNITED STATES OF AMERICA 198.17 +34.6% 22.89 14
10 SPAIN 180.30 +32.5% 131.20 11
FASTEST MEDIAN FIXED INTERNET CONNECTION SPEEDS SLOWEST MEDIAN FIXED INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR FEBRUARY 2023. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER SECOND.
“▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA FIXED CONNECTIONS
FIXED INTERNET CONNECTION SPEEDS
APR
2023

41
01 CHILE 224.44 MBPS 24.05 MBPS 9.3 : 1
02 COLOMBIA 92.96 MBPS 11.94 MBPS 7.8 : 1
03 PANAMA 114.39 MBPS 17.19 MBPS 6.7 : 1
04 THAILAND 203.28 MBPS 40.10 MBPS 5.1 : 1
05 SPAIN 180.30 MBPS 38.36 MBPS 4.7 : 1
06 BELARUS 53.33 MBPS 11.88 MBPS 4.5 : 1
07 ISRAEL 120.73 MBPS 28.41 MBPS 4.2 : 1
08 PERU 72.92 MBPS 17.60 MBPS 4.1 : 1
09 JORDAN 81.58 MBPS 20.59 MBPS 4.0 : 1
10 PARAGUAY 70.46 MBPS 18.17 MBPS 3.9 : 1
01 MALDIVES 74.34 MBPS 9.96 MBPS 7.5 : 1
02 LEBANON 29.59 MBPS 7.21 MBPS 4.1 : 1
03 SYRIA 11.60 MBPS 2.93 MBPS 4.0 : 1
04 SUDAN 17.64 MBPS 5.24 MBPS 3.4 : 1
05 IRAN 35.03 MBPS 11.27 MBPS 3.1 : 1
06 NAMIBIA 25.85 MBPS 8.49 MBPS 3.0 : 1
07 TUNISIA 22.16 MBPS 8.26 MBPS 2.7 : 1
08 MOZAMBIQUE 17.24 MBPS 6.52 MBPS 2.6 : 1
09 CUBA 4.96 MBPS 1.88 MBPS 2.6 : 1
10 ETHIOPIA 16.05 MBPS 6.13 MBPS 2.6 : 1
# LOCATION
MOBILE
 DL SPEED
FIXED
 DL SPEED
RATIO # LOCATION
FIXED
 DL SPEED
MOBILE
 DL SPEED
RATIO
LOCATIONS WITH BIGGEST GAPS IN FAVOUR OF FIXED CONNECTION SPEEDS
LOCATIONS WITH BIGGEST GAPS IN FAVOUR OF MOBILE CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: “ DL SPEED” FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND IN FEBRUARY 2023. “RATIO” FIGURES OFFER A COMPARISON BETWEEN THE TWO
DOWNLOAD SPEEDS. RANKING ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 10,000 PEOPLE.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE GREATEST DIFFERENCES BETWEEN MEDIAN DOWNLOAD SPEEDS FOR MOBILE AND FIXED CONNECTIONS
COMPARING MOBILE AND FIXED INTERNET SPEEDS
APR
2023

42
59.3%
55.4%
51.2%
50.6%
48.0%
44.7%
44.0%
43.1%
42.1%
38.1%
35.9%
34.0%
33.2%
29.7%
28.9%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP TO DATE WITH NEWS AND EVENTS
WATCHING VIDEOS, TV SHOWS OR 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 AND VACATIONS AND TRAVEL
RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS
MANAGING FINANCES AND SAVINGS
GAMING
BUSINESS-RELATED RESEARCH
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
APR
2023
DATAREPORTAL

43
FIND INFORMATION 60.1%
CONTACT FRIENDS & FAMILY 59.3%
WATCH VIDEOS & SHOWS 57.8%
LISTEN TO MUSIC 54.2%
EDUCATION & STUDY 52.4%
FIND NEW IDEAS 49.1%
LEARN HOW TO DO THINGS 49.1%
FOLLOW NEWS & EVENTS 47.6%
FILL SPARE TIME & BROWSING 47.1%
GAMING 41.4%
RESEARCH BRANDS 45.7%
RESEARCH HEALTH 40.0%
RESEARCH PLACES & TRAVEL 39.7%
EDUCATION & STUDY 38.1%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS IN EACH AGE GROUP USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
APR
2023

44
57.16% 40.79% 2.02% 0.02%
+1.3% -0.9% -15.8% -50.0%
+73 BPS -35 BPS -38 BPS -2 BPS
MOBILE
PHONES
LAPTOP AND
DESKTOP COMPUTERS
TABLET
DEVICES
OTHER
DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO BROWSERS RUNNING ON ANY DEVICE IN MARCH 2023. 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE
SHARE OF WEB TRAFFIC BY DEVICE
APR
2023

45
83.6%
80.8%
77.2%
76.8%
75.8%
73.1%
72.1%
71.1%
69.7%
69.1%
66.3%
64.5%
64.2%
62.0%
61.3%
61.2%
60.8%
60.3%
59.7%
59.4%
58.7%
57.2%
57.1%
55.1%
54.6%
54.1%
53.6%
53.4%
52.3%
51.9%
48.6%
47.7%
46.0%
45.6%
45.0%
44.7%
44.3%
43.7%
43.0%
42.8%
42.1%
42.0%
41.4%
41.3%
40.6%
39.7%
37.9%
35.6%
35.5%
31.3%
31.0%
VIETNAM
NIGERIA
SOUTH
AFRICA
SAUDI
ARABIA
INDIA
KENYA
GHANA
SINGAPORE
EGYPT
TURKEY
CHINA
THAILAND
BRAZIL
INDONESIA
SOUTH
KOREA
ARGENTINA
IRELAND
U.A.E.
POLAND
COLOMBIA
SPAIN
WORLDWIDE
MOROCCO
ROMANIA
GREECE
ISRAEL
CHILE
MALAYSIA
ITALY
PHILIPPINES
FRANCE
U.K.
NETHERLANDS
CZECHIA
GERMANY
TAIWAN
AUSTRIA
SWEDEN
U.S.A.
AUSTRALIA
HONG
KONG
NEW
ZEALAND
JAPAN
MEXICO
CANADA
PORTUGAL
RUSSIA
NORWAY
SWITZERLAND
DENMARK
BELGIUM
SOURCE: STATCOUNTER. NOTE: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO
BROWSERS RUNNING ON ANY DEVICE IN MARCH 2023.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
APR
2023
DATAREPORTAL

46
54.8% 55.1% 55.7% 54.4% 55.8%
59.0% 59.5% 59.1% 58.3%
+0.5% +1.2% -2.4% +2.6% +5.7% +1.0% -0.7% -1.4%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO WEB BROWSERS RUNNING ON ANY DEVICE, AVERAGED ACROSS THE 3 MONTHS OF EACH RESPECTIVE QUARTER. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES (QUARTERLY AVERAGES)
MOBILE’S SHARE OF WEB TRAFFIC
APR
2023
DATAREPORTAL

47
2.57% 2.34% 0.89% 2.35%
-8.9% (-25 BPS) +5.4% (+12 BPS) +8.5% (+7 BPS) -29.2% (-97 BPS)
64.76% 19.52% 4.64% 2.93%
+0.4% (+23 BPS) +3.6% (+68 BPS) +14.6% (+59 BPS) -13.8% (-47 BPS)
SAMSUNG INTERNET OPERA UC BROWSER OTHER
CHROME SAFARI MICROSOFT EDGE FIREFOX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND
OF DEVICE IN MARCH 2023. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE
SHARE OF WEB TRAFFIC BY BROWSER
APR
2023

48
94.5%
94.2%
80.4%
74.5%
53.5%
49.1%
46.8%
40.9%
40.6%
39.7%
32.9%
26.9%
26.7%
26.5%
22.4%
CHAT AND MESSAGING
SOCIAL NETWORKS
SEARCH ENGINES OR WEB PORTALS
SHOPPING, AUCTIONS, OR CLASSIFIEDS
MAPS, PARKING, OR LOCATION-BASED SERVICES
EMAIL
MUSIC
NEWS
WEATHER
ENTERTAINMENT
GAMES
MOBILITY SERVICES (E.G. RIDE-HAILING, BIKE HIRE)
SPORTS
BANKING, INVESTING, OR INSURANCE
HEALTH AND FITNESS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE VISITED OR USED EACH KIND OF DIGITAL PROPERTY IN THE PAST MONTH
TOP TYPES OF WEBSITES VISITED AND APPS USED
APR
2023
DATAREPORTAL

49
11 YANDEX.RU 3.79B 592M 18M 32S 2.47
12 TIKTOK.COM 3.39B 1.47B 9M 28S 1.85
13 XHAMSTER.COM 3.35B 979M 13M 37S 5.93
14 WEATHER.COM 3.20B 1.33B 7M 47S 1.49
15 YAHOO.COM 3.13B 608M 18M 59S 3.21
16 AMAZON.COM 2.97B 968M 12M 11S 4.86
17 VK.COM 2.67B 676M 20M 56S 4.00
18 BING.COM 2.11B 516M 13M 22S 4.30
19 TABOOLA.COM 2.09B 1.10B 6M 46S 1.23
20 DUCKDUCKGO.COM 2.05B 269M 20M 26S 2.42
01 GOOGLE.COM 113B 10.3B 21M 07S 3.37
02 YOUTUBE.COM 94.8B 7.55B 36M 29S 5.48
03 FACEBOOK.COM 13.8B 3.46B 20M 30S 2.63
04 PORNHUB.COM 12.9B 2.59B 10M 11S 6.88
05 XVIDEOS.COM 9.45B 2.05B 11M 55S 7.31
06 TWITTER.COM 8.52B 2.30B 20M 41S 1.81
07 WIKIPEDIA.ORG 7.85B 2.33B 10M 49S 2.09
08 INSTAGRAM.COM 6.18B 2.13B 16M 37S 2.11
09 REDDIT.COM 5.41B 1.49B 16M 39S 2.70
10 XNXX.COM 4.24B 1.15B 10M 25S 6.96
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD IN MARCH 2023. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING
EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT
MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN
DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC IN MARCH 2023
TOP WEBSITES: SEMRUSH RANKING
APR
2023

50
11 XVIDEOS.COM 8M 27S 8.96
12 PORNHUB.COM 7M 42S 8.52
13 AMAZON.COM 7M 09S 9.11
14 XNXX.COM 6M 35S 11.02
15 LIVE.COM 8M 06S 8.61
16 TIKTOK.COM 3M 29S 7.20
17 DOCOMO.NE.JP 5M 54S 4.74
18 YAHOO.CO.JP 9M 13S 6.26
19 LINKEDIN.COM 7M 39S 7.86
20 REDDIT.COM 8M 39S 6.19
01 GOOGLE.COM 10M 54S 8.67
02 YOUTUBE.COM 20M 30S 11.08
03 FACEBOOK.COM 10M 27S 8.43
04 TWITTER.COM 10M 35S 9.90
05 INSTAGRAM.COM 8M 15S 10.96
06 BAIDU.COM 5M 19S 7.90
07 WIKIPEDIA.ORG 3M 54S 3.00
08 YANDEX.RU 9M 34S 9.29
09 YAHOO.COM 8M 23S 5.68
10 WHATSAPP.COM 17M 15S 1.66
# WEBSITE TIME PER VISIT PAGES PER VISIT # WEBSITE TIME PER VISIT PAGES PER VISIT
SOURCE: SIMILARWEB. FIGURES REPRESENT TRAFFIC VALUES FOR MARCH 2023. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN DOMAINS.
GLOBAL OVERVIEW
RANKING OF THE MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC IN MARCH 2023
TOP WEBSITES: SIMILARWEB RANKING
APR
2023

51
0.42% 0.23% 0.21% 0.09% 0.33%
-72.0% (-108 BPS) +91.7% (+11 BPS) +250% (+15 BPS) -25.0% (-3 BPS) +6.5% (+2 BPS)
93.17% 2.88% 1.12% 1.03% 0.52%
+1.8% (+161 BPS) -7.1% (-22 BPS) -23.8% (-35 BPS) -3.7% (-4 BPS) -24.6% (-17 BPS)
BAIDU NAVER CỐ
ỐCCỐ
ỐC ECOSIA OTHERS
GOOGLE BING YAHOO! YANDEX DUCKDUCKGO
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM
SEARCH ENGINES IN MARCH 2023. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE
SHARE OF SEARCH ENGINE REFERRALS
APR
2023

52
11 WEB WHATSAPP 30
12 TIEMPO 27
13 GMAIL 25
14 AS 23
15 SATTA 22
16 TRADUCTOR 22
17 TWITTER 21
18 GOOGLE TRANSLATE 20
19 ПОГОДА 18
20 GAMES 17
01 GOOGLE 100
02 YOUTUBE 77
03 YOU 75
04 WEATHER 65
05 FACEBOOK 61
06 TRANSLATE 47
07 WHATSAPP 45
08 INSTAGRAM 38
09 NEWS 38
10 AMAZON 36
# SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2023 AND 31 MARCH 2023. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES
ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT
PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY.
ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2023 AND 31 MARCH 2023
TOP GOOGLE SEARCHES
APR
2023

53
25.2%
24.8%
24.5%
23.9%
22.2%
22.0%
21.7%
21.2%
20.9%
20.6%
19.3%
18.1%
17.8%
17.8%
17.0%
17.0%
16.3%
14.5%
14.4%
14.0%
13.9%
13.6%
13.2%
13.0%
12.7%
12.7%
12.6%
12.2%
11.9%
10.8%
10.7%
10.6%
10.5%
10.4%
9.5%
9.3%
9.2%
8.9%
8.9%
8.6%
8.3%
8.2%
8.2%
8.0%
7.2%
6.9%
6.8%
6.7%
6.0%
5.7%
4.9%
INDIA
U.S.A.
GHANA
CHINA
ITALY
SPAIN
U.K.
MEXICO
BRAZIL
TURKEY
WORLDWIDE
CANADA
SOUTH
AFRICA
VIETNAM
AUSTRALIA
IRELAND
GERMANY
U.A.E.
TAIWAN
KENYA
COLOMBIA
THAILAND
CHILE
FRANCE
HONG
KONG
NEW
ZEALAND
RUSSIA
AUSTRIA
SAUDI
ARABIA
SINGAPORE
MALAYSIA
PHILIPPINES
INDONESIA
PORTUGAL
ARGENTINA
EGYPT
NIGERIA
SWEDEN
SWITZERLAND
POLAND
NETHERLANDS
ISRAEL
NORWAY
BELGIUM
GREECE
DENMARK
JAPAN
ROMANIA
SOUTH
KOREA
MOROCCO
CZECHIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
APR
2023
DATAREPORTAL

54
19.4%
20.7%
19.5%
16.5%
14.2%
20.6% 21.1%
20.2%
18.6%
15.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
APR
2023
DATAREPORTAL

55
48.5%
46.8%
46.1%
42.3%
41.6%
37.8%
32.8%
32.4%
31.8%
31.5%
31.2%
30.5%
28.2%
27.9%
27.1%
27.0%
26.5%
26.4%
26.1%
25.8%
25.8%
25.3%
25.1%
25.0%
24.8%
22.8%
21.3%
18.9%
18.9%
18.4%
17.8%
17.4%
17.2%
17.1%
17.0%
16.7%
16.3%
15.7%
15.3%
15.2%
15.0%
13.9%
13.0%
12.4%
10.6%
10.4%
10.0%
9.8%
9.1%
8.9%
8.7%
COLOMBIA
MEXICO
BRAZIL
CHILE
INDONESIA
ARGENTINA
PORTUGAL
PHILIPPINES
INDIA
VIETNAM
THAILAND
TAIWAN
TURKEY
KENYA
GREECE
MALAYSIA
SOUTH
AFRICA
SAUDI
ARABIA
WORLDWIDE
EGYPT
U.A.E.
SPAIN
ITALY
ISRAEL
ROMANIA
CHINA
U.S.A.
HONG
KONG
POLAND
CZECHIA
MOROCCO
NIGERIA
NEW
ZEALAND
SINGAPORE
SOUTH
KOREA
CANADA
IRELAND
AUSTRALIA
SWEDEN
GHANA
U.K.
DENMARK
RUSSIA
NORWAY
SWITZERLAND
NETHERLANDS
GERMANY
JAPAN
AUSTRIA
BELGIUM
FRANCE
GLOBAL OVERVIEW
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
APR
2023
DATAREPORTAL

56
30.7%
29.6%
26.6%
23.0%
17.5%
27.9% 27.1% 26.1%
23.5%
18.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
APR
2023
DATAREPORTAL

57
51.7%
50.1%
46.8%
46.5%
45.4%
45.3%
44.8%
44.7%
42.5%
42.1%
41.9%
40.2%
39.4%
39.2%
39.0%
38.4%
36.0%
35.3%
34.8%
34.7%
34.3%
34.1%
33.3%
31.0%
30.8%
30.6%
29.3%
29.0%
28.8%
28.7%
28.5%
28.2%
27.7%
27.5%
27.4%
27.2%
27.0%
26.2%
25.5%
25.1%
24.2%
22.1%
19.6%
19.1%
18.6%
18.3%
17.6%
16.0%
15.8%
14.2%
9.8%
COLOMBIA
INDONESIA
MEXICO
ARGENTINA
BRAZIL
SPAIN
SWITZERLAND
CHILE
POLAND
THAILAND
ISRAEL
U.A.E.
PORTUGAL
MALAYSIA
TAIWAN
SAUDI
ARABIA
CZECHIA
HONG
KONG
ROMANIA
GREECE
TURKEY
AUSTRIA
BELGIUM
SWEDEN
EGYPT
VIETNAM
ITALY
SOUTH
AFRICA
GERMANY
DENMARK
INDIA
SINGAPORE
FRANCE
WORLDWIDE
NORWAY
PHILIPPINES
NETHERLANDS
IRELAND
MOROCCO
RUSSIA
KENYA
CANADA
GHANA
CHINA
U.S.A.
NIGERIA
SOUTH
KOREA
NEW
ZEALAND
U.K.
AUSTRALIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
APR
2023
DATAREPORTAL

58
34.2%
27.5%
24.2%
21.8%
18.6%
32.1%
29.3%
27.1% 27.1%
22.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
APR
2023
DATAREPORTAL

59
25.7% 25.0% 26.0% 23.7% 23.4%
91.8% 48.7% 34.8% 26.4% 28.5%
EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
SPORTS CLIP OR
HIGHLIGHTS VIDEO
GAMING
VIDEO
INFLUENCER
VIDEOS AND VLOGS
ANY KIND
OF VIDEO
MUSIC
VIDEO
COMEDY, MEME,
OR VIRAL VIDEO
TUTORIAL OR
HOW-TO VIDEO
VIDEO
LIVESTREAM
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK
WATCHING ONLINE VIDEO CONTENT
APR
2023

60
59.9%
59.2%
58.6%
57.0%
55.5%
53.4%
52.8%
52.7%
50.2%
50.1%
49.8%
48.1%
47.9%
45.4%
44.6%
44.5%
44.4%
43.6%
42.9%
42.5%
42.0%
40.7%
40.7%
40.4%
40.1%
38.8%
38.3%
38.1%
37.9%
36.6%
35.8%
35.4%
34.8%
34.5%
34.3%
32.7%
32.5%
32.2%
31.1%
29.9%
29.4%
29.1%
29.0%
28.3%
26.2%
26.1%
25.9%
25.7%
22.2%
10.5%
10.2%
PHILIPPINES
TURKEY
SOUTH
AFRICA
INDONESIA
KENYA
NIGERIA
BRAZIL
U.A.E.
GHANA
COLOMBIA
INDIA
MALAYSIA
SAUDI
ARABIA
ITALY
CHILE
MEXICO
SPAIN
ARGENTINA
ROMANIA
U.S.A.
VIETNAM
WORLDWIDE
IRELAND
PORTUGAL
NEW
ZEALAND
GREECE
CANADA
MOROCCO
EGYPT
AUSTRALIA
RUSSIA
SWITZERLAND
AUSTRIA
SINGAPORE
POLAND
ISRAEL
CHINA
U.K.
GERMANY
TAIWAN
FRANCE
SWEDEN
THAILAND
DENMARK
NETHERLANDS
BELGIUM
CZECHIA
HONG
KONG
NORWAY
JAPAN
SOUTH
KOREA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING
APR
2023
DATAREPORTAL

61
46.9%
42.3%
40.1%
35.0%
31.0%
44.5%
42.2% 41.0%
38.6%
33.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING
APR
2023
DATAREPORTAL

62
51.7%
34.8%
32.9%
30.6%
30.4%
29.9%
29.1%
27.6%
27.2%
26.1%
25.4%
24.5%
24.0%
23.4%
21.4%
21.1%
19.9%
19.3%
19.2%
19.0%
19.0%
18.5%
17.8%
17.8%
17.8%
17.3%
17.1%
17.1%
16.9%
16.6%
16.5%
16.1%
16.1%
15.7%
15.6%
15.2%
15.1%
14.9%
14.6%
14.2%
14.0%
13.9%
13.9%
12.9%
12.8%
12.7%
12.6%
11.1%
11.1%
7.7%
6.4%
PHILIPPINES
KENYA
TAIWAN
NIGERIA
INDONESIA
U.A.E.
BRAZIL
INDIA
SOUTH
AFRICA
CHINA
MALAYSIA
MEXICO
HONG
KONG
WORLDWIDE
SPAIN
SAUDI
ARABIA
PORTUGAL
COLOMBIA
SOUTH
KOREA
NEW
ZEALAND
VIETNAM
TURKEY
EGYPT
ROMANIA
SWEDEN
THAILAND
MOROCCO
U.S.A.
AUSTRALIA
IRELAND
ARGENTINA
GHANA
SINGAPORE
CHILE
CANADA
POLAND
ITALY
NETHERLANDS
ISRAEL
U.K.
GERMANY
FRANCE
NORWAY
DENMARK
AUSTRIA
BELGIUM
SWITZERLAND
GREECE
RUSSIA
CZECHIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH VLOGS EACH WEEK
WATCHING VLOGS
APR
2023
DATAREPORTAL

63
35.6%
29.7%
23.4%
16.6%
10.7%
25.8% 25.2%
21.7%
16.4%
11.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH VLOGS EACH WEEK
WATCHING VLOGS
APR
2023
DATAREPORTAL

64
95.4% 85.7% 90.1% 22.3% 4.6%
WATCH ANY KIND OF TV
CONTENT VIA ANY MEANS
OF CONTENT DELIVERY
WATCH LIVE OR “LINEAR”
TV PROGRAMMING (E.G.
BROADCAST OR CABLE TV)
WATCH TV CONTENT VIA AN
ON-DEMAND SERVICE (E.G.
A STREAMING PLATFORM)
WATCH TV CONTENT
SAVED TO A RECORDING
DEVICE (E.G. A DVR)
DO NOT WATCH
ANY KIND OF
TV CONTENT
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV VIA EACH MEANS OF CONTENT DELIVERY EACH MONTH
HOW INTERNET USERS WATCH TV
APR
2023

65
97.9%
97.7%
97.7%
97.7%
97.7%
97.4%
97.3%
96.8%
96.7%
96.7%
96.3%
96.2%
96.1%
95.9%
95.9%
95.9%
95.5%
95.3%
94.8%
94.6%
94.5%
94.1%
93.2%
93.1%
92.9%
92.8%
92.7%
92.5%
92.4%
91.6%
90.7%
90.3%
90.1%
89.9%
89.1%
88.4%
87.6%
87.4%
87.1%
86.4%
85.1%
84.1%
83.6%
83.3%
81.3%
77.8%
72.6%
SAUDI
ARABIA
GREECE
MEXICO
PHILIPPINES
SOUTH
AFRICA
CHILE
BRAZIL
NEW
ZEALAND
TURKEY
U.A.E.
INDIA
THAILAND
VIETNAM
COLOMBIA
INDONESIA
ISRAEL
ARGENTINA
SWEDEN
DENMARK
U.S.A.
MALAYSIA
IRELAND
HONG
KONG
SPAIN
U.K.
NORWAY
TAIWAN
SINGAPORE
AUSTRALIA
ITALY
ROMANIA
POLAND
WORLDWIDE
CANADA
PORTUGAL
FRANCE
EGYPT
NETHERLANDS
AUSTRIA
GERMANY
BELGIUM
SWITZERLAND
CZECHIA
CHINA
SOUTH
KOREA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
APR
2023
DATAREPORTAL

66
94.6% 92.4%
89.5%
85.3%
79.8%
94.0% 93.0% 91.4%
87.1%
81.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
APR
2023
DATAREPORTAL

67
01 YOUTUBE GOOGLE
02 TIKTOK BYTEDANCE
03 INSTAGRAM META
04 NETFLIX NETFLIX
05 MX PLAYER MX PLAYER
06 HOTSTAR DISNEY
07 KWAI KUAISHOU
08 SNACK VIDEO KUAISHOU
09 PLAYIT PLAYIT
10 YOUTUBE KIDS GOOGLE
01 YOUTUBE GOOGLE
02 INSTAGRAM META
03 TIKTOK BYTEDANCE
04 NETFLIX NETFLIX
05 MX PLAYER MX PLAYER
06 AMAZON PRIME VIDEO AMAZON
07 HOTSTAR DISNEY
08 GOOGLE PLAY MOVIES AND TV GOOGLE
09 MI VIDEO - VIDEO PLAYER MI VIDEO
10 DISNEY+ DISNEY
# APP NAME COMPANY # APP NAME COMPANY
TOP VIDEO ENTERTAINMENT APPS BY TOTAL TIME SPENT
TOP VIDEO ENTERTAINMENT APPS BY MONTHLY ACTIVE USERS
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI FOR DETAILS. NOTES: BASED ON APPS WITH A PRIMARY OR SECONDARY DATA.AI APP IQ CATEGORISATION OF “VIDEO SHARING”, “SHORT VIDEOS”, “OTT”, “MEDIA
PLAYER”, OR “LIVE STREAMING” WITHIN THE “ENTERTAINMENT” CATEGORY. ONLY INCLUDES MOBILE APPS FOR WHICH STREAMING VIDEO CONTENT IS A PRIMARY FOCUS; EXCLUDES COMMUNICATION AND
SOCIAL NETWORKING APPS. DOES NOT INCLUDE USERS ACCESSING SERVICES VIA DEVICES OTHER THAN MOBILE PHONES. RANKINGS BASED ON USER ACTIVITY BETWEEN 01 JANUARY AND 31 MARCH 2023.
ACTIVE USER RANKING REFLECTS WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES, EXCLUDING CHINA. RANKING BY TOTAL TIME REFLECTS ACTIVITY ON ANDROID PHONES ONLY.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKINGS OF THE MOST USED VIDEO-CENTRIC ENTERTAINMENT APPS ON MOBILE PHONES BETWEEN 01 JANUARY AND 31 MARCH 2023
VIDEO ENTERTAINMENT: TOP MOBILE APPS
APR
2023

68
01
02
03
04
05
06
07
08
09
10
LUTHER: THE FALLEN SUN 100
BLACK PANTHER:
WAKANDA FOREVER
100 DIE HART THE MOVIE 100 BLACK ADAM 100
WE HAVE A GHOST 55 MOANA 76 CLARKSON’S FARM 51 THE BATMAN 94
THE MAGICIAN’S ELEPHANT 43 ENCANTO 59 SAYEN 41 ELVIS 90
FARAWAY 39 TURNING RED 58
EVERYTHING EVERYWHERE
ALL AT ONCE
30 DON’T WORRY DARLING 71
LOVE AT FIRST KISS 22 COCO 31 VARISU 24 HOUSE PARTY 64
TONIGHT YOU’RE
SLEEPING WITH ME
22 LUCA 26 CREED II 24 FATHER OF THE BRIDE 45
MONEY SHOT: THE
PORNHUB STORY
22 AVENGERS: ENDGAME 25 SHOTGUN WEDDING 22 KIMI 41
PAW PATROL: THE MOVIE 20 BOSTON STRANGLER 23 PERFECT ADDICTION 20 MINIONS: THE RISE OF GRU 38
CHOR NIKAL KE BHAGA 20 FROZEN 22 SAMARITAN 20 KING RICHARD 37
STILL TIME 20 TITANIC 18 PATHAAN 20 SHAZAM! 34
NETFLIX INDEX AMAZON PRIME INDEX
DISNEY+ INDEX HBO INDEX
#
SOURCE: FLIXPATROL. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. RANKINGS BASED ON FLIXPATROL’S ANALYSIS OF WORLDWIDE VIEWING ACTIVITY IN MARCH 2023
“INDEX” VALUES COMPARE THE FLIXPATROL “POINTS” VALUE FOR EACH TITLE TO THE FLIXPATROL “POINTS” VALUE OF THE TOP-RANKED TITLE IN EACH PLATFORM’S RANKING.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
FLIXPATROL’S RANKING OF THE MOST POPULAR MOVIES ON SELECTED STREAMING PLATFORMS IN MARCH 2023
TOP MOVIES BY STREAMING PLATFORM
APR
2023

69
01
02
03
04
05
06
07
08
09
10
THE GLORY 100 THE MANDALORIAN 100 CARNIVAL ROW 100 THE LAST OF US 100
YOU 100 BLUEY 62 THE CONSULTANT 69 SUCCESSION 63
SEX / LIFE 89 GREY’S ANATOMY 53 DAISY JONES & THE SIX 54 PERRY MASON 47
OUTER BANKS 78 MODERN FAMILY 52
THE LORD OF THE RINGS:
THE RINGS OF POWER
52 STRIKE 45
SHADOW AND BONE 75 THE SIMPSONS 49 STAR TREK: PICARD 45 HOUSE OF THE DRAGON 43
MH370: THE PLANE
THAT DISAPPEARED
53 FAMILY GUY 38 REACHER 33 POBRE DIABLO 29
THE NIGHT AGENT 52 MALCOLM IN THE MIDDLE 28 TOM CLANCY’S JACK RYAN 31 CHERNOBYL 23
WRONG SIDE OF THE TRACKS 45 CRIMINAL MINDS 27 FARZI 28 SUPERMAN & LOIS 21
PERFECT MATCH 35 HOW I MET YOUR MOTHER 25 THE BOYS 26 THREE PINES 20
HASTA EL CIELO: LA SERIE 32 STAR WARS: THE BAD BATCH 25 SWARM 25 RAIN DOGS 19
NETFLIX INDEX AMAZON PRIME INDEX
DISNEY+ INDEX HBO INDEX
#
SOURCE: FLIXPATROL. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. RANKINGS BASED ON FLIXPATROL’S ANALYSIS OF WORLDWIDE VIEWING ACTIVITY IN MARCH 2023
“INDEX” VALUES COMPARE THE FLIXPATROL “POINTS” VALUE FOR EACH TITLE TO THE FLIXPATROL “POINTS” VALUE OF THE TOP-RANKED TITLE IN EACH PLATFORM’S RANKING.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
FLIXPATROL’S RANKING OF THE MOST POPULAR TV SHOWS ON SELECTED STREAMING PLATFORMS IN MARCH 2023
TOP TV SHOWS BY STREAMING PLATFORM
APR
2023

70
38.0% 18.5% 19.1% 16.9%
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK
LISTENING TO ONLINE AUDIO CONTENT
APR
2023

71
49.8%
49.6%
49.0%
48.9%
48.8%
47.4%
47.0%
46.0%
44.0%
43.2%
43.1%
42.8%
42.4%
42.1%
41.2%
41.2%
40.9%
39.7%
39.5%
39.2%
39.0%
38.9%
38.1%
38.0%
37.1%
36.6%
36.4%
36.4%
36.1%
35.7%
35.6%
35.6%
35.1%
35.0%
34.5%
34.1%
32.6%
32.5%
31.8%
31.8%
29.2%
25.8%
23.2%
22.4%
21.1%
20.4%
20.3%
20.3%
17.7%
17.3%
17.2%
MEXICO
SOUTH
AFRICA
INDONESIA
BRAZIL
TURKEY
U.S.A.
SWEDEN
NORWAY
PHILIPPINES
DENMARK
ITALY
CHILE
SOUTH
KOREA
NIGERIA
AUSTRALIA
INDIA
TAIWAN
SPAIN
GERMANY
NEW
ZEALAND
MALAYSIA
ARGENTINA
IRELAND
WORLDWIDE
KENYA
HONG
KONG
AUSTRIA
PORTUGAL
U.K.
VIETNAM
CANADA
THAILAND
COLOMBIA
ISRAEL
CHINA
NETHERLANDS
SINGAPORE
SWITZERLAND
FRANCE
U.A.E.
GREECE
BELGIUM
SAUDI
ARABIA
POLAND
JAPAN
GHANA
CZECHIA
ROMANIA
RUSSIA
MOROCCO
EGYPT
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC
APR
2023
DATAREPORTAL

72
43.9% 42.5%
38.2%
33.5%
24.5%
40.3% 39.9%
37.9%
35.8%
29.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC
APR
2023
DATAREPORTAL

73
01 SPOTIFY SPOTIFY
02 YOUTUBE MUSIC GOOGLE
03 SAMSUNG MUSIC SAMSUNG
04 LARK PLAYER LARK PLAYER
05 RESSO BYTEDANCE
06 MI MUSIC XIAOMI
07 AMAZON MUSIC AMAZON
08 MUSIC PLAYER – MP3 PLAYER… INSHOT INC
09 POCKET FM POCKET FM
10 WYNK BHARTI AIRTEL
01 SPOTIFY SPOTIFY
02 YOUTUBE MUSIC GOOGLE
03 SHAZAM APPLE
04 MI MUSIC XIAOMI
05 JIOSAAVN RELIANCE INDUSTRIES
06 AMAZON MUSIC AMAZON
07 WYNK BHARTI AIRTEL
08 GOOGLE PLAY MUSIC GOOGLE
09 SAMSUNG MUSIC SAMSUNG
10 RESSO BYTEDANCE
# APP NAME COMPANY # APP NAME COMPANY
TOP MUSIC-RELATED MOBILE APPS BY TOTAL TIME SPENT
TOP MUSIC-RELATED MOBILE APPS BY MONTHLY ACTIVE USERS
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI FOR DETAILS. NOTES: BASED ON APPS WITH A PRIMARY OR SECONDARY DATA.AI APP IQ CATEGORISATION OF “MUSIC & AUDIO” OR “RADIO”. ONLY INCLUDES
MOBILE APPS FOR WHICH MUSIC IS A PRIMARY FOCUS; EXCLUDES COMMUNICATION AND SOCIAL NETWORKING APPS. DATA ARE CURRENTLY UNAVAILABLE FOR APPLE MUSIC, SO IT WILL NOT APPEAR
IN THESE RANKINGS. RANKINGS BASED ON USER ACTIVITY BETWEEN 01 JANUARY AND 31 MARCH 2023. ACTIVE USER RANKING REFLECTS WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES,
EXCLUDING CHINA. RANKING BY TOTAL TIME REFLECTS ACTIVITY ON ANDROID PHONES ONLY.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKINGS OF THE MOST USED MUSIC-RELATED APPS ON MOBILE PHONES BETWEEN 01 JANUARY AND 31 MARCH 2023
MUSIC: TOP MOBILE APPS
APR
2023

74
01 KAROL G – “MAÑANA SERÁ BONITO”
02 BAD BUNNY – “UN VERANO SIN TI”
03 MORGAN WALLEN – “ONE THING AT A TIME”
04 SZA – “SOS”
05 THE WEEKND – “STARBOY”
06 TAYLOR SWIFT – “MIDNIGHTS”
07 TYLER, THE CREATOR – “CALL ME IF YOU GET LOST”
08 MELANIE MARTINEZ – “PORTALS”
09 MILEY CYRUS – “ENDLESS SUMMER VACATION”
10 METRO BOOMIN – “HEROES & VILLAINS”
01 MILEY CYRUS – “FLOWERS”
02 KAROL G & SHAKIRA – “TQG”
03 SZA – “KILL BILL”
04 ESLABON ARMADO & PESO PLUMA – “ELLA BAILA SOLA”
05 ROSALÍA & RAUW ALEJANDRO – “BESO”
06 PINKPANTHERESS & ICE SPICE – “BOY’S A LIAR PT. 2”
07 HARRY STYLES – “AS IT WAS”
08 YNG LVCAS & PESO PLUMA – “LA BEBE”
09 THE WEEKND WITH ARIANA GRANDE – “DIE FOR YOU (REMIX)”
10 JISOO – “FLOWER”
# ARTIST – “SONG TITLE” # ARTIST – “ALBUM TITLE”
TOP ALBUMS
TOP SONGS
SOURCE: @SPOTIFYCHARTS ON INSTAGRAM. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN 31 MARCH AND 06 APRIL 2023.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKING OF THE WORLDWIDE MOST STREAMED SONGS AND MOST STREAMED ALBUMS ON SPOTIFY BETWEEN 31 MARCH AND 06 APRIL 2023
GLOBAL SPOTIFY CHARTS
APR
2023

75
40.1%
38.0%
34.2%
29.6%
28.7%
26.2%
25.9%
25.3%
25.2%
24.7%
24.5%
24.2%
24.1%
23.8%
23.7%
23.5%
23.3%
22.3%
21.4%
21.3%
20.5%
20.5%
20.0%
20.0%
19.7%
19.1%
18.7%
18.7%
18.3%
18.3%
17.9%
17.4%
17.2%
15.8%
15.8%
15.5%
14.7%
14.2%
13.9%
13.8%
13.8%
13.8%
13.3%
13.0%
12.3%
11.5%
11.0%
10.8%
10.5%
8.4%
3.9%
BRAZIL
INDONESIA
MEXICO
SOUTH
AFRICA
SWEDEN
IRELAND
SPAIN
U.S.A.
DENMARK
PORTUGAL
ROMANIA
COLOMBIA
NORWAY
ISRAEL
CHILE
CZECHIA
AUSTRALIA
CANADA
POLAND
U.K.
KENYA
NEW
ZEALAND
GERMANY
NIGERIA
SAUDI
ARABIA
WORLDWIDE
AUSTRIA
INDIA
PHILIPPINES
THAILAND
SWITZERLAND
ARGENTINA
NETHERLANDS
GREECE
U.A.E.
TURKEY
VIETNAM
ITALY
MALAYSIA
BELGIUM
FRANCE
SINGAPORE
TAIWAN
CHINA
MOROCCO
GHANA
EGYPT
HONG
KONG
SOUTH
KOREA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
APR
2023
DATAREPORTAL

76
20.9% 21.3%
18.7%
16.1%
14.1%
20.8%
21.6%
18.9%
17.1%
13.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
APR
2023
DATAREPORTAL

77
13.8% 10.1% 6.7% 6.2%
80.9% 66.6% 34.3% 22.1%
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
DEVICES USED TO PLAY VIDEO GAMES
APR
2023

78
95.9%
93.4%
92.9%
92.0%
91.9%
91.2%
90.1%
88.9%
88.7%
87.9%
87.5%
87.4%
86.4%
86.3%
86.2%
85.7%
85.6%
85.5%
84.3%
83.6%
82.8%
82.8%
82.6%
82.1%
80.9%
79.8%
79.5%
79.0%
78.0%
77.3%
77.2%
76.6%
76.5%
76.2%
75.8%
75.4%
75.2%
75.0%
75.0%
74.0%
73.5%
72.8%
71.9%
71.5%
71.4%
70.6%
64.9%
PHILIPPINES
INDONESIA
THAILAND
TURKEY
SAUDI
ARABIA
VIETNAM
SOUTH
AFRICA
INDIA
MEXICO
TAIWAN
MALAYSIA
BRAZIL
GREECE
PORTUGAL
EGYPT
U.A.E.
CHILE
HONG
KONG
COLOMBIA
ROMANIA
ARGENTINA
SINGAPORE
U.S.A.
NEW
ZEALAND
WORLDWIDE
SPAIN
POLAND
ITALY
FRANCE
SOUTH
KOREA
ISRAEL
CANADA
RUSSIA
SWITZERLAND
AUSTRALIA
AUSTRIA
DENMARK
NETHERLANDS
SWEDEN
GERMANY
CZECHIA
U.K.
IRELAND
CHINA
NORWAY
BELGIUM
JAPAN
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: NO TIME PERIOD (E.G. “PAST WEEK”)
IS ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A
DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
APR
2023
DATAREPORTAL

79
86.2% 83.8%
77.7%
72.5%
64.9%
90.2% 89.2%
84.1%
76.7%
65.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: NO TIME PERIOD (E.G. “PAST WEEK”)
IS ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A
DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
APR
2023
DATAREPORTAL

80
01:42
01:41
01:39
01:23
01:20
01:19
01:17
01:16
01:10
01:10
01:08
01:05
01:05
01:05
01:03
01:03
01:01
01:00
00:59
00:59
00:59
00:58
00:58
00:56
00:56
00:54
00:53
00:52
00:50
00:49
00:49
00:48
00:47
00:45
00:45
00:43
00:43
00:42
00:41
00:38
00:37
00:35
00:35
00:32
00:29
00:28
00:25
THAILAND
SAUDI
ARABIA
EGYPT
INDIA
MEXICO
U.S.A.
BRAZIL
PHILIPPINES
INDONESIA
U.A.E.
VIETNAM
WORLDWIDE
CHILE
SOUTH
AFRICA
ARGENTINA
HONG
KONG
U.K.
MALAYSIA
COLOMBIA
SINGAPORE
TURKEY
CHINA
NEW
ZEALAND
CANADA
NETHERLANDS
FRANCE
AUSTRALIA
NORWAY
GERMANY
GREECE
IRELAND
SPAIN
SWEDEN
ISRAEL
POLAND
ITALY
TAIWAN
DENMARK
PORTUGAL
BELGIUM
SWITZERLAND
AUSTRIA
ROMANIA
RUSSIA
SOUTH
KOREA
JAPAN
CZECHIA
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE
APR
2023
DATAREPORTAL

81
00:58
01:11
00:59
00:41
00:32
01:27
01:30
01:16
00:50
00:31
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE
APR
2023
DATAREPORTAL

82
ACTION ADVENTURE 29%
SHOOTER 29%
PUZZLE PLATFORM 29%
SPORTS 23%
RACING 20%
SIMULATION 20%
STRATEGY 20%
ONLINE BOARD GAMES 18%
FREE-TO-PLAY CASINO 17%
ACTION PLATFORM 17%
SHOOTER 64%
SIMULATION 38%
M.O.B.A. 38%
BATTLE ROYALE 38%
SPORTS 37%
RACING 36%
STRATEGY 35%
PUZZLE PLATFORM 32%
ACTION PLATFORM 31%
SHOOTER 42%
PUZZLE PLATFORM 33%
RACING 29%
SPORTS 29%
STRATEGY 28%
SIMULATION 26%
ACTION PLATFORM 24%
M.O.B.A. 24%
FIGHTING 22%
SHOOTER 53%
SPORTS 38%
PUZZLE PLATFORM 36%
RACING 36%
STRATEGY 35%
SIMULATION 33%
FIGHTING 31%
M.O.B.A. 31%
ACTION PLATFORM 31%
SHOOTER 60%
RACING 40%
SPORTS 40%
M.O.B.A. 39%
SIMULATION 37%
STRATEGY 37%
PUZZLE PLATFORM 36%
FIGHTING 34%
ACTION PLATFORM 33%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: PERCENTAGES REPRESENT SHARE OF
INTERNET USERS IN EACH AGE GROUP WHO PLAY VIDEO GAMES EACH MONTH, AND WHO ALSO SAY THEY PLAY EACH GENRE OF VIDEO GAME. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE
OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE
DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES EACH MONTH WHO ALSO PLAY EACH GENRE OF VIDEO GAME ON ANY DEVICE
MOST POPULAR VIDEO GAME FORMATS
APR
2023

83
01
02
03
04
05
06
07
08
09
10
ROBLOX ROBLOX SUBWAY SURFERS HONOR OF KINGS
FREE FIRE MOBILE LEGENDS: BANG BANG FREE FIRE CANDY CRUSH SAGA
CANDY CRUSH SAGA FREE FIRE CANDY CRUSH SAGA GENSHIN IMPACT
SUBWAY SURFERS CANDY CRUSH SAGA ROBLOX ROBLOX
MINECRAFT POCKET EDITION PUBG MOBILE LUDO KING COIN MASTER
MOBILE LEGENDS: BANG BANG MINECRAFT POCKET EDITION FIFA SOCCER GAME FOR PEACE
STUMBLE GUYS FIFA SOCCER ATTACK HOLE ROYAL MATCH
LUDO KING ARENA OF VALOR GARDENSCAPES – NEW ACRES POKÉMON GO
FIFA SOCCER CLASH OF CLANS GOING BALLS GARDENSCAPES – NEW ACRES
PUBG MOBILE CALL OF DUTY: MOBILE FOOTBALL LEAGUE 2023 UMA MUSUME PRETTY DERBY
MONTHLY ACTIVE USERS TOTAL TIME SPENT DOWNLOADS CONSUMER SPEND
#
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: ONLY INCLUDES PLAYERS ACCESSING EACH TITLE VIA A MOBILE PHONE. RANKING BY MONTHLY ACTIVE USERS BASED ON
ACTIVITY ON IPHONES AND ANDROID PHONES BETWEEN 01 JANUARY AND 31 MARCH 2023, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT BASED ON USER ACTIVITY ON ANDROID PHONES ONLY
BETWEEN 01 JANUARY AND 31 MARCH 2023. RANKINGS BY DOWNLOADS AND CONSUMER SPEND BASED ON CUMULATIVE, COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE
BETWEEN 01 JANUARY AND 31 MARCH 2023, EXCEPT FOR CHINA, WHERE DATA IS FOR THE IOS APP STORE ONLY.
GLOBAL OVERVIEW
RANKINGS OF MOBILE GAMES BY VARIOUS METRICS, BASED ON ACTIVITY BETWEEN 01 JANUARY AND 31 MARCH 2023
TOP MOBILE GAMES
APR
2023

84
26.2%
24.2%
23.5%
22.3%
21.8%
21.1%
20.9%
18.6%
18.2%
17.9%
17.6%
17.0%
16.6%
16.3%
16.2%
15.4%
14.9%
14.9%
13.7%
13.3%
13.1%
12.9%
12.6%
12.4%
12.2%
12.1%
11.8%
11.8%
11.5%
11.0%
11.0%
10.9%
10.6%
10.3%
10.3%
10.1%
9.5%
8.3%
8.2%
8.1%
8.1%
7.9%
7.5%
6.4%
5.1%
4.3%
4.2%
3.9%
2.6%
2.1%
1.8%
U.K.
IRELAND
U.S.A.
ITALY
CANADA
SPAIN
CHINA
TURKEY
MEXICO
NORWAY
AUSTRALIA
SWEDEN
NETHERLANDS
VIETNAM
DENMARK
ISRAEL
WORLDWIDE
CHILE
HONG
KONG
BELGIUM
FRANCE
BRAZIL
GREECE
NEW
ZEALAND
INDIA
AUSTRIA
SINGAPORE
TAIWAN
POLAND
GERMANY
SWITZERLAND
COLOMBIA
ROMANIA
MALAYSIA
PORTUGAL
U.A.E.
SOUTH
KOREA
SOUTH
AFRICA
RUSSIA
ARGENTINA
INDONESIA
CZECHIA
PHILIPPINES
SAUDI
ARABIA
EGYPT
JAPAN
THAILAND
KENYA
NIGERIA
GHANA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
APR
2023
DATAREPORTAL

85
10.7%
17.8%
16.8%
15.3%
10.7%
11.2%
17.0% 17.2%
15.9%
13.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
APR
2023
DATAREPORTAL

86
59.2%
59.1%
58.7%
55.5%
54.4%
54.2%
53.2%
51.9%
51.3%
50.0%
49.3%
47.9%
47.8%
47.7%
47.0%
46.7%
46.2%
46.0%
46.0%
45.9%
45.9%
44.7%
43.5%
42.0%
41.6%
40.0%
39.1%
38.6%
37.8%
36.7%
36.5%
35.4%
35.3%
35.0%
34.6%
34.4%
34.3%
33.2%
33.2%
31.2%
30.7%
30.3%
29.6%
29.3%
27.3%
27.0%
26.8%
24.0%
20.5%
19.4%
11.4%
HONG
KONG
CHINA
TAIWAN
SWITZERLAND
THAILAND
MALAYSIA
SINGAPORE
ARGENTINA
COLOMBIA
BRAZIL
JAPAN
CHILE
INDIA
AUSTRIA
BELGIUM
SWEDEN
ITALY
WORLDWIDE
MEXICO
SPAIN
VIETNAM
PORTUGAL
GREECE
INDONESIA
NETHERLANDS
GERMANY
CZECHIA
ROMANIA
KENYA
PHILIPPINES
ISRAEL
NIGERIA
TURKEY
RUSSIA
SOUTH
KOREA
U.A.E.
NORWAY
SOUTH
AFRICA
U.S.A.
FRANCE
U.K.
IRELAND
DENMARK
AUSTRALIA
CANADA
POLAND
SAUDI
ARABIA
NEW
ZEALAND
EGYPT
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES
APR
2023
DATAREPORTAL

87
46.0%
47.7%
45.8% 44.3%
37.4%
46.0%
48.0% 48.0% 47.6%
42.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES
APR
2023
DATAREPORTAL

88
50.1%
48.1%
47.3%
46.5%
45.5%
45.0%
44.9%
43.2%
42.8%
42.1%
41.8%
40.0%
40.0%
39.8%
39.8%
38.9%
38.0%
36.3%
36.2%
36.0%
35.2%
34.3%
33.6%
32.6%
32.6%
32.5%
31.6%
30.5%
28.9%
28.7%
27.5%
27.3%
26.7%
26.6%
26.5%
26.5%
25.5%
25.5%
23.8%
23.7%
22.4%
21.9%
21.8%
19.7%
19.7%
18.9%
17.5%
10.3%
10.0%
9.8%
9.0%
SOUTH
AFRICA
CZECHIA
SWEDEN
BRAZIL
NORWAY
NETHERLANDS
CANADA
HONG
KONG
NEW
ZEALAND
MALAYSIA
AUSTRALIA
BELGIUM
U.K.
AUSTRIA
IRELAND
DENMARK
POLAND
U.S.A.
GERMANY
TURKEY
SINGAPORE
SPAIN
ISRAEL
ITALY
SWITZERLAND
TAIWAN
FRANCE
NIGERIA
SOUTH
KOREA
INDONESIA
THAILAND
KENYA
CHILE
MEXICO
WORLDWIDE
U.A.E.
ARGENTINA
VIETNAM
INDIA
PORTUGAL
SAUDI
ARABIA
GREECE
PHILIPPINES
COLOMBIA
JAPAN
CHINA
ROMANIA
RUSSIA
MOROCCO
EGYPT
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
APR
2023
DATAREPORTAL

89
18.4%
26.0% 26.8%
29.7% 30.5%
19.8%
26.5%
28.8%
33.1%
35.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
APR
2023
DATAREPORTAL

90
23.2%
20.5%
19.8%
19.8%
18.7%
18.6%
17.7%
16.1%
15.7%
15.5%
15.3%
14.8%
14.3%
14.3%
13.8%
13.0%
12.9%
12.7%
12.3%
12.0%
11.5%
11.2%
10.7%
10.7%
10.2%
10.1%
10.1%
10.1%
10.0%
10.0%
9.9%
9.9%
9.6%
9.6%
9.4%
9.1%
8.9%
8.9%
8.5%
8.3%
7.5%
6.5%
6.2%
5.8%
5.7%
5.6%
5.2%
3.7%
3.5%
3.3%
3.1%
TURKEY
ARGENTINA
PHILIPPINES
SOUTH
AFRICA
BRAZIL
THAILAND
INDONESIA
PORTUGAL
SINGAPORE
VIETNAM
NETHERLANDS
MALAYSIA
SOUTH
KOREA
SWITZERLAND
U.A.E.
U.S.A.
AUSTRALIA
NIGERIA
INDIA
NORWAY
AUSTRIA
CZECHIA
BELGIUM
COLOMBIA
GREECE
CHILE
HONG
KONG
MEXICO
WORLDWIDE
CANADA
DENMARK
TAIWAN
POLAND
U.K.
SWEDEN
NEW
ZEALAND
IRELAND
ROMANIA
GERMANY
SPAIN
SAUDI
ARABIA
FRANCE
KENYA
ITALY
ISRAEL
JAPAN
EGYPT
CHINA
GHANA
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
APR
2023
DATAREPORTAL

91
5.7%
9.4%
7.8%
6.1%
4.2%
13.0%
15.1%
13.9%
10.3%
6.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
APR
2023
DATAREPORTAL

92
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
09 NOV 2022
$15,757
$15,757
08 NOV 2021
$67,583
$67,583
15 APR
2021
15 JUL
2021
15 OCT
2021
15 JAN
2022
15 APR
2022
15 JUL
2022
15 OCT
2022
15 JAN
2023
15 APR
2023
SOURCE: GOOGLE FINANCE. NOTES: FIGURES REPRESENT THE PUBLISHED EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT 23:58 (UTC) ON EACH DAY. COMPARABILITY: INTRA-DAY
EXCHANGE RATE VALUES MAY HAVE VARIED SIGNIFICANTLY COMPARED WITH THE VALUES SHOWN HERE.
GLOBAL OVERVIEW
THE EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT THE END OF EACH TRADING DAY, AS PUBLISHED BY GOOGLE FINANCE
EQUIVALENT VALUE OF BITCOIN IN USD
APR
2023
DATAREPORTAL

93
$1,000
$2,000
$3,000
$4,000
$5,000
15 APR
2021
15 JUL
2021
15 OCT
2021
15 JAN
2022
15 APR
2022
15 JUL
2022
15 OCT
2022
15 JAN
2023
15 APR
2023
08 NOV 2021
$4,819
$4,819
18 JUN 2022
$994
$994
$0
SOURCE: GOOGLE FINANCE. NOTES: FIGURES REPRESENT THE PUBLISHED EXCHANGE RATE BETWEEN ETHER (THE CRYPTOCURRENCY USED ON THE ETHEREUM BLOCKCHAIN NETWORK) AND THE UNITED
STATES DOLLAR AT 23:58 (UTC) ON EACH DAY. COMPARABILITY: INTRA-DAY EXCHANGE RATE VALUES MAY HAVE VARIED SIGNIFICANTLY COMPARED WITH THE VALUES SHOWN HERE.
GLOBAL OVERVIEW
THE EXCHANGE RATE BETWEEN ETHER AND THE UNITED STATES DOLLAR AT THE END OF EACH TRADING DAY, AS PUBLISHED BY GOOGLE FINANCE
EQUIVALENT VALUE OF ETHER IN USD
APR
2023
DATAREPORTAL

94
39.2%
36.4%
35.9%
31.1%
31.0%
30.5%
28.2%
28.1%
28.1%
27.0%
26.2%
26.0%
25.8%
24.8%
24.7%
24.2%
24.0%
23.6%
23.5%
23.2%
22.5%
22.5%
22.5%
21.4%
21.0%
20.8%
20.7%
20.3%
20.2%
20.1%
19.5%
19.4%
19.4%
19.3%
18.9%
18.8%
18.7%
18.6%
18.1%
17.5%
17.0%
16.6%
15.4%
15.1%
14.7%
14.5%
13.1%
12.8%
11.8%
10.7%
9.9%
COLOMBIA
MEXICO
CHILE
NIGERIA
ARGENTINA
BRAZIL
SOUTH
AFRICA
KENYA
PORTUGAL
PHILIPPINES
TURKEY
POLAND
GREECE
AUSTRIA
U.A.E.
GERMANY
INDIA
IRELAND
MALAYSIA
ROMANIA
WORLDWIDE
CHINA
NORWAY
SAUDI
ARABIA
U.S.A.
SWITZERLAND
NEW
ZEALAND
VIETNAM
DENMARK
U.K.
ISRAEL
AUSTRALIA
SPAIN
CANADA
EGYPT
SINGAPORE
TAIWAN
GHANA
SWEDEN
BELGIUM
INDONESIA
SOUTH
KOREA
NETHERLANDS
MOROCCO
HONG
KONG
FRANCE
CZECHIA
ITALY
THAILAND
JAPAN
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
APR
2023
DATAREPORTAL

95
23.6%
25.9% 25.6%
24.4%
22.8%
19.2%
21.9%
20.9%
20.1% 19.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
APR
2023
DATAREPORTAL

96
52.0%
50.9%
48.7%
45.3%
43.6%
42.1%
42.0%
41.2%
41.0%
40.7%
40.6%
40.2%
40.2%
40.1%
39.0%
39.0%
38.2%
37.9%
37.2%
37.2%
37.1%
37.0%
36.0%
35.8%
35.5%
34.3%
33.6%
33.4%
33.2%
33.1%
33.0%
32.0%
31.8%
31.8%
31.0%
29.8%
28.1%
28.1%
27.6%
27.3%
27.0%
26.6%
26.0%
25.6%
24.6%
24.0%
24.0%
22.3%
19.9%
16.0%
13.7%
SPAIN
PORTUGAL
BRAZIL
GREECE
SOUTH
AFRICA
CHILE
CANADA
FRANCE
IRELAND
POLAND
AUSTRALIA
MEXICO
U.S.A.
ARGENTINA
BELGIUM
GERMANY
U.K.
NEW
ZEALAND
AUSTRIA
COLOMBIA
MALAYSIA
SINGAPORE
SOUTH
KOREA
INDONESIA
SWITZERLAND
ITALY
HONG
KONG
NETHERLANDS
DENMARK
PHILIPPINES
ISRAEL
NORWAY
CZECHIA
INDIA
WORLDWIDE
TAIWAN
SWEDEN
TURKEY
EGYPT
VIETNAM
U.A.E.
RUSSIA
ROMANIA
SAUDI
ARABIA
JAPAN
MOROCCO
THAILAND
CHINA
KENYA
NIGERIA
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
APR
2023
DATAREPORTAL

97
32.4%
29.6% 29.8%
33.5%
37.0%
28.5% 28.8% 29.7%
32.4%
36.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
APR
2023
DATAREPORTAL

98
34.6%
33.9%
31.9%
31.4%
30.4%
30.0%
28.8%
28.2%
27.2%
25.4%
24.4%
24.3%
24.1%
24.1%
24.0%
23.7%
23.4%
23.2%
23.2%
23.1%
22.8%
22.8%
22.8%
22.5%
22.3%
22.1%
22.0%
21.9%
21.7%
21.6%
20.9%
20.6%
20.5%
20.1%
20.0%
19.6%
19.5%
19.0%
18.9%
18.9%
18.5%
18.3%
18.2%
17.8%
17.7%
16.6%
16.3%
14.7%
14.0%
12.9%
9.6%
RUSSIA
INDONESIA
INDIA
U.A.E.
SAUDI
ARABIA
GHANA
TURKEY
MALAYSIA
SINGAPORE
PORTUGAL
SWITZERLAND
U.S.A.
AUSTRALIA
VIETNAM
U.K.
WORLDWIDE
NORWAY
MOROCCO
SWEDEN
COLOMBIA
CANADA
DENMARK
HONG
KONG
GERMANY
SOUTH
AFRICA
NETHERLANDS
CHINA
IRELAND
NEW
ZEALAND
AUSTRIA
PHILIPPINES
KENYA
BELGIUM
CZECHIA
THAILAND
NIGERIA
POLAND
SPAIN
FRANCE
GREECE
CHILE
ITALY
MEXICO
ARGENTINA
EGYPT
BRAZIL
TAIWAN
ISRAEL
SOUTH
KOREA
ROMANIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
APR
2023
DATAREPORTAL

99
21.4% 21.5%
19.4%
16.5%
13.1%
32.0%
31.0%
26.8%
22.7%
19.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
APR
2023
DATAREPORTAL

101
DAILY: 74.2%
DAILY: 73.8%
DAILY: 71.0%
DAILY: 55.2%
DAILY: 67.4%
DAILY: 60.0%
DAILY: 60.7%
DAILY: 61.4%
DAILY: 53.4%
OVERALL: 94.3%
OVERALL: 94.1%
OVERALL: 90.8%
OVERALL: 87.5%
OVERALL: 85.9%
OVERALL: 85.8%
OVERALL: 85.1%
OVERALL: 83.6%
OVERALL: 77.7%
PHONE CALLS
EMAIL
OFFICE SOFTWARE (E.G. GOOGLE DOCS, MICROSOFT OFFICE)
VIDEO CALLS
MESSENGERS & CHAT APPS (E.G. WHATSAPP, SKYPE)
TEXT MESSAGES
COLLABORATION TOOLS (E.G. MICROSOFT TEAMS, SLACK)
SOCIAL MEDIA
PROJECT & TASK MANAGEMENT TOOLS (E.G. TRELLO, JIRA)
SOURCE: GWI WORK (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “OVERALL” VALUES REPRESENT
THE PERCENTAGE OF RESPONDENTS WHO USE THE RESPECTIVE CHANNEL AT LEAST SOME OF THE TIME DURING THE COURSE OF THEIR WORK ACTIVITIES. COMPARABILITY: GWI’S WORK SURVEY COVERS
FEWER COUNTRIES THAN GWI’S BROADER CONSUMER SURVEY THAT WE FEATURE ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO USE EACH TOOL OR MEDIUM FOR WORK-RELATED COMMUNICATION
COMMUNICATIONS CHANNELS USED FOR WORK
APR
2023
DATAREPORTAL

102
DAILY:
70.8%
DAILY:
73.5%
DAILY:
74.3%
DAILY:
75.0%
DAILY:
74.3%
DAILY:
75.8% DAILY:
70.3%
DAILY:
73.3% DAILY:
69.3%
DAILY:
73.3%
OVERALL:
92.3%
OVERALL:
94.8%
OVERALL:
95.4%
OVERALL:
95.5%
OVERALL:
94.9%
OVERALL:
95.0% OVERALL:
92.1%
OVERALL:
92.9% OVERALL:
89.0%
OVERALL:
90.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI WORK (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: “OVERALL” VALUES REPRESENT
GLOBAL OVERVIEW
USE OF EMAIL FOR WORK COMMS
PERCENTAGE OF WORKING PROFESSIONALS WHO USE EMAIL FOR WORK-RELATED COMMUNICATION
APR
2023
DATAREPORTAL

103
DAILY:
72.3%
DAILY:
75.7% DAILY:
68.6%
DAILY:
72.1% DAILY:
66.3%
DAILY:
70.3%
DAILY:
59.9%
DAILY:
60.9%
DAILY:
47.8%
DAILY:
54.2%
OVERALL:
89.5%
OVERALL:
94.5% OVERALL:
88.4%
OVERALL:
91.0% OVERALL:
86.1%
OVERALL:
87.5%
OVERALL:
78.6%
OVERALL:
79.5%
OVERALL:
65.7%
OVERALL:
69.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS WHO USE MESSENGER SERVICES AND CHAT APPS FOR WORK-RELATED COMMUNICATION
USE OF MESSENGER APPS FOR WORK COMMS
APR
2023
DATAREPORTAL

104
DAILY:
64.9%
DAILY:
68.5% DAILY:
65.3%
DAILY:
66.4% DAILY:
63.3%
DAILY:
63.6%
DAILY:
53.1%
DAILY:
53.9%
DAILY:
37.6%
DAILY:
44.1%
OVERALL:
88.1%
OVERALL:
93.9% OVERALL:
87.8%
OVERALL:
88.6% OVERALL:
84.0%
OVERALL:
85.3%
OVERALL:
75.3%
OVERALL:
75.8%
OVERALL:
60.1%
OVERALL:
65.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS WHO USE SOCIAL MEDIA PLATFORMS FOR WORK-RELATED COMMUNICATION
USE OF SOCIAL MEDIA FOR WORK COMMS
APR
2023
DATAREPORTAL

105
DAILY:
56.1%
DAILY:
64.0% DAILY:
57.6%
DAILY:
62.0% DAILY:
54.6%
DAILY:
59.1%
DAILY:
45.3%
DAILY:
45.5%
DAILY:
32.7%
DAILY:
39.9%
OVERALL:
87.2%
OVERALL:
94.0% OVERALL:
88.6%
OVERALL:
92.1% OVERALL:
87.0%
OVERALL:
90.2%
OVERALL:
80.4%
OVERALL:
84.3%
OVERALL:
68.1%
OVERALL:
74.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS WHO USE VIDEO CALLS FOR WORK-RELATED COMMUNICATION
USE OF VIDEO CALLS FOR WORK COMMS
APR
2023
DATAREPORTAL

106
45.6%
42.7%
42.3%
41.9%
41.7%
41.3%
40.5%
40.0%
39.3%
37.8%
37.6%
36.4%
35.8%
35.7%
35.1%
CONFERENCES AND TRADE SHOWS
RECOMMENDATIONS FROM EXPERTS IN MY NETWORK
RECOMMENDATIONS FROM PEOPLE I KNOW
SEARCH ENGINES
RECOMMENDATIONS FROM INDUSTRY ANALYSTS
SUPPLIER WEBSITES
SUPPLIER CALLS, DEMOS, AND TRIALS
VIDEO SITES
SOCIAL MEDIA
ONLINE ADS
USER REVIEWS
ONLINE NEWSPAPERS
TV ADS
PRINTED NEWSPAPERS
BLOGS
SOURCE: GWI WORK (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE
PERCENTAGE OF RESPONDENTS INVOLVED IN COMPANY PURCHASE DECISIONS WHO SAY THAT THEY DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES FOR WORK VIA EACH CHANNEL. COMPARABILITY:
GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN THE BROADER CONSUMER SURVEY FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF DECISION MAKERS AGED 16 TO 64 WHO SAY THAT THEY DISCOVER NEW PRODUCTS AND SERVICES FOR WORK VIA EACH CHANNEL
WORK-RELATED BRAND DISCOVERY
APR
2023
DATAREPORTAL

107
90.0%
89.4%
88.4%
88.4%
87.9%
87.0%
85.9%
83.7%
80.5%
79.4%
75.4%
75.3%
73.9%
72.2%
USER REVIEWS
SUPPLIER WEBSITES
CONFERENCES
SEARCH ENGINES
VIDEO SITES
SOCIAL MEDIA
ONLINE NEWSPAPERS
ONLINE ADS
BLOGS
73.9%
PRINTED NEWSPAPERS
TV ADS
PERCENTAGE OF RESPONDENTS INVOLVED IN COMPANY PURCHASE DECISIONS WHO SAY THAT THEY USE EACH CHANNEL TO RESEARCH POTENTIAL PURCHASES ON BEHALF OF THEIR COMPANY.
COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN GWI’S BROADER CONSUMER SURVEY THAT WE FEATURE ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF DECISION MAKERS AGED 16 TO 64 WHO SAY THAT THEY USE EACH CHANNEL FOR WORK-RELATED PURCHASE RESEARCH
INFLUENTIAL CHANNELS FOR B2B RESEARCH
APR
2023
DATAREPORTAL

108
25.3%
24.4%
23.2%
21.8%
21.0%
20.6%
18.3%
17.3%
16.3%
15.2%
12.3%
11.7%
11.7%
11.5%
USER REVIEWS
SUPPLIER WEBSITES
CONFERENCES
SEARCH ENGINES
VIDEO SITES
SOCIAL MEDIA
ONLINE ADS
12.5%
BLOGS
ONLINE NEWSPAPERS
PRINTED NEWSPAPERS
TV ADS
PERCENTAGE OF RESPONDENTS INVOLVED IN COMPANY PURCHASE DECISIONS WHO SAY THAT EACH CHANNEL IS EITHER “QUITE INFLUENTIAL” OR “VERY INFLUENTIAL” WHEN CONSIDERING NEW
PRODUCTS OR SERVICES FOR THEIR ORGANISATION. COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN THE BROADER CONSUMER SURVEY FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF DECISION MAKERS AGED 16 TO 64 WHO SAY THAT EACH CHANNEL INFLUENCES THEIR ULTIMATE B2B PURCHASE DECISIONS
CHANNEL INFLUENCE ON B2B BUYING DECISIONS
APR
2023
DATAREPORTAL

109
67.7%
58.1%
53.3%
47.1%
33.6%
31.6%
26.8%
23.4%
17.4%
17.2%
YOUTUBE
FACEBOOK
INSTAGRAM
WHATSAPP
LINKEDIN
TWITTER
TELEGRAM
FACEBOOK MESSENGER
PINTEREST
TIKTOK
SOURCE: GWI WORK (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: DUE TO DIFFERING SOCIAL
MEDIA LANDSCAPES, THIS CHART DOES NOT INCLUDE DATA FOR CHINA. FIGURES REPRESENT THE PERCENTAGE OF RESPONDENTS INVOLVED IN COMPANY PURCHASE DECISIONS WHO SAY THAT SOCIAL
MEDIA IS EITHER “QUITE INFLUENTIAL” OR “VERY INFLUENTIAL” WHEN CONSIDERING NEW PRODUCTS OR SERVICES FOR THEIR ORGANISATION, AND WHO USE EACH SOCIAL MEDIA PLATFORM TO RESEARCH
PURCHASE DECISIONS RELATED TO THEIR WORK. COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN THE BROADER CONSUMER SURVEY FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
USE OF SOCIAL PLATFORMS FOR WORK RESEARCH BY DECISION MAKERS AGED 16 TO 64 WHO SAY SOCIAL MEDIA INFLUENCES PURCHASE DECISIONS
SOCIAL PLATFORMS USED FOR WORK RESEARCH
APR
2023
DATAREPORTAL

110
YOUTUBE 69.3%
FACEBOOK 53.6%
WHATSAPP 41.9%
INSTAGRAM 40.1%
LINKEDIN 38.0%
TWITTER 25.6%
FACEBOOK MESSENGER 20.9%
PINTEREST 15.0%
TELEGRAM 14.4%
SKYPE 12.2%
YOUTUBE 67.5%
FACEBOOK 59.2%
INSTAGRAM 44.3%
WHATSAPP 42.3%
LINKEDIN 32.4%
TWITTER 25.3%
TELEGRAM 19.9%
PINTEREST 14.8%
TIKTOK 12.5%
YOUTUBE 68.9%
FACEBOOK 61.4%
INSTAGRAM 51.8%
WHATSAPP 47.4%
LINKEDIN 34.9%
TWITTER 32.1%
TELEGRAM 27.4%
TIKTOK 16.8%
PINTEREST 16.5%
YOUTUBE 67.1%
FACEBOOK 58.5%
INSTAGRAM 55.1%
WHATSAPP 48.3%
TWITTER 33.8%
LINKEDIN 33.5%
TELEGRAM 28.5%
PINTEREST 17.7%
TIKTOK 16.5%
YOUTUBE 67.2%
INSTAGRAM 60.8%
FACEBOOK 53.4%
WHATSAPP 48.4%
TWITTER 31.9%
LINKEDIN 31.4%
TELEGRAM 29.8%
TIKTOK 23.7%
PINTEREST 20.0%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
SOURCE: GWI WORK (Q3 2022). SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE PERCENTAGE OF RESPONDENTS INVOLVED IN COMPANY PURCHASE DECISIONS WHO SAY THAT SOCIAL
MEDIA IS EITHER “QUITE INFLUENTIAL” OR “VERY INFLUENTIAL” WHEN CONSIDERING NEW PRODUCTS OR SERVICES FOR THEIR ORGANISATION, AND WHO USE EACH SOCIAL MEDIA PLATFORM TO RESEARCH
THOSE PURCHASES. DUE TO DIFFERING SOCIAL MEDIA LANDSCAPES, THIS CHART DOES NOT INCLUDE DATA FOR CHINA. RANKINGS ONLY INCLUDE PLATFORMS THAT ARE USED IN A VARIETY OF DIFFERENT
COUNTRIES, AND MAY OMIT PLATFORMS THAT ARE ONLY POPULAR IN A SINGLE MARKET. COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN ITS BROADER CONSUMER SURVEY.
GLOBAL OVERVIEW
USE OF SOCIAL PLATFORMS FOR WORK RESEARCH BY DECISION MAKERS WHO SAY SOCIAL MEDIA INFLUENCES PURCHASE DECISIONS
SOCIAL PLATFORMS USED FOR WORK RESEARCH
APR
2023

111
38.9%
34.2%
32.4%
30.5%
28.9%
26.9%
25.4%
24.1%
16.4%
12.9%
12.6%
12.0%
11.2%
10.5%
10.2%
10.0%
10.0%
9.6%
9.2%
CHINA
PHILIPPINES
INDONESIA
INDIA
WORLDWIDE
MEXICO
BRAZIL
MALAYSIA
RUSSIA
SINGAPORE
ITALY
AUSTRALIA
U.K.
U.S.A.
GERMANY
CANADA
FRANCE
SPAIN
JAPAN
SOURCE: GWI WORK (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: GWI’S WORK
SURVEY COVERS FEWER COUNTRIES THAN GWI’S BROADER CONSUMER SURVEY THAT WE FEATURE ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO LIKE TO USE SOCIAL MEDIA TO CONTACT POTENTIAL VENDORS AND SUPPLIERS
USE OF SOCIAL MEDIA TO CONTACT SUPPLIERS
APR
2023
DATAREPORTAL

112
28.5%
32.5%
29.0%
25.0%
13.0%
37.2%
32.1%
29.3%
22.9%
18.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI WORK (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: GWI’S WORK
SURVEY COVERS FEWER COUNTRIES THAN GWI’S BROADER CONSUMER SURVEY THAT WE FEATURE ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS WHO LIKE TO USE SOCIAL MEDIA TO CONTACT POTENTIAL VENDORS AND SUPPLIERS
USE OF SOCIAL MEDIA TO CONTACT SUPPLIERS
APR
2023
DATAREPORTAL

113
49.6%
44.3%
40.4%
34.4%
31.8%
25.5%
21.3%
20.2%
15.7%
11.0%
FACEBOOK
WHATSAPP
INSTAGRAM
YOUTUBE
LINKEDIN
TWITTER
TELEGRAM
FACEBOOK MESSENGER
SKYPE
TIKTOK
MEDIA LANDSCAPES, THIS CHART DOES NOT INCLUDE DATA FOR CHINA. VALUES REPRESENT THE PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO SAY THAT THEIR COMPANY USES EACH
SOCIAL MEDIA PLATFORM. COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN THE BROADER CONSUMER SURVEY FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO SAY THEIR COMPANY USES EACH PLATFORM FOR WORK-RELATED ACTIVITIES
SOCIAL MEDIA PLATFORM USE BY COMPANIES
APR
2023
DATAREPORTAL

114
21.5%
18.2%
16.6%
13.6%
13.2%
10.9%
8.4%
7.7%
4.7%
3.8%
FACEBOOK
INSTAGRAM
WHATSAPP
YOUTUBE
LINKEDIN
TWITTER
TELEGRAM
FACEBOOK MESSENGER
SKYPE
TIKTOK
MEDIA LANDSCAPES, THIS CHART DOES NOT INCLUDE DATA FOR CHINA. VALUES REPRESENT THE PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO SAY THAT THEIR TEAM OR COMPANY USES
EACH PLATFORM TO SHARE MARKETING MESSAGES. COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN THE BROADER CONSUMER SURVEY FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO SAY THEIR COMPANY USES EACH PLATFORM FOR MARKETING ACTIVITIES
SOCIAL MEDIA PLATFORMS USED FOR MARKETING
APR
2023
DATAREPORTAL

115
15.7%
13.9%
13.5%
9.4%
6.4%
6.2%
5.6%
5.4%
3.3%
2.9%
FACEBOOK
WHATSAPP
INSTAGRAM
YOUTUBE
LINKEDIN
TWITTER
FACEBOOK MESSENGER
TELEGRAM
TIKTOK
SKYPE
MEDIA LANDSCAPES, THIS CHART DOES NOT INCLUDE DATA FOR CHINA. VALUES REPRESENT THE PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO SAY THAT THEIR TEAM OR COMPANY USES
EACH PLATFORM TO SELL. COMPARABILITY: GWI’S WORK SURVEY COVERS FEWER COUNTRIES THAN THE BROADER CONSUMER SURVEY FEATURED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
PERCENTAGE OF WORKING PROFESSIONALS AGED 16 TO 64 WHO SAY THEIR COMPANY USES EACH PLATFORM FOR SALES-RELATED ACTIVITIES
SOCIAL MEDIA PLATFORMS USED FOR SALES
APR
2023
DATAREPORTAL

117
59.9% 78.0% 92.7% 46.5% 53.5%
4.80 +0.9% +3.2% 2H 24M 6.6
BILLION +45 MILLION +150 MILLION
90
SOCIAL MEDIA
USER IDENTITIES vs.
TOTAL POPULATION
SOCIAL MEDIA USER
IDENTITIES AGED 18+ vs.
POPULATION AGED 18+
SOCIAL MEDIA USER
IDENTITIES vs. INDIVIDUALS
USING THE INTERNET
FEMALE SOCIAL MEDIA USER
IDENTITIES vs. TOTAL SOCIAL
MEDIA USER IDENTITIES
MALE SOCIAL MEDIA USER
IDENTITIES vs. TOTAL SOCIAL
NUMBER OF SOCIAL
QUARTER-ON-QUARTER CHANGE
IN SOCIAL MEDIA USER IDENTITIES
SOCIAL MEDIA USER IDENTITIES
AVERAGE DAILY TIME SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF SOCIAL
PLATFORMS USED EACH MONTH
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; GWI (Q4 2022). NOTE: AVERAGE NUMBER OF PLATFORMS INCLUDES DATA FOR
YOUTUBE. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARISONS WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE
AND FAKE ACCOUNTS, AGE MISSTATEMENTS, DIFFERENT REPORTING PERIODS, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE
APR
2023

118
4,328
4,475 4,546 4,623 4,655 4,702 4,736 4,760 4,805
+3.4% +1.6% +1.7% +0.7% +1.0% +0.7% +0.5% +0.9%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT
REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE CHANGES, BASE CHANGES, AND METHODOLOGY CHANGES. VALUES MAY NOT CORRELATE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. SEE
NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
NUMBER OF SOCIAL MEDIA USER IDENTITIES (IN MILLIONS) AND QUARTERLY CHANGE (NOTE: USER IDS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE OVER TIME (QOQ)
APR
2023
DATAREPORTAL

119
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
GLOBAL
AVERAGE
62.7%
62.1%
72.8%
33.0%
31.3%
43.3%
9.6%
9.4%
15.2%
49.8%
70.7%
76.1%
83.5%
83.3%
67.3%
50.3%
67.7%
73.8%
61.2%
59.9%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT
UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES,
INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND
REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE vs. TOTAL POPULATION
APR
2023

120
94.7%
92.2%
89.9%
88.0%
85.6%
85.5%
85.1%
84.6%
84.5%
84.5%
84.4%
83.7%
83.0%
82.1%
82.0%
81.3%
80.8%
80.8%
80.5%
79.6%
79.0%
78.6%
78.5%
77.2%
76.9%
76.5%
76.1%
74.5%
73.3%
72.8%
72.7%
72.5%
72.5%
72.4%
72.0%
71.9%
69.8%
69.6%
67.6%
67.6%
66.7%
65.7%
59.9%
56.6%
51.3%
44.8%
41.9%
32.8%
22.9%
22.1%
15.1%
U.A.E.
SOUTH
KOREA
HONG
KONG
NETHERLANDS
SPAIN
CANADA
GERMANY
SINGAPORE
NORWAY
TAIWAN
U.K.
DENMARK
SWITZERLAND
SWEDEN
AUSTRIA
NEW
ZEALAND
BELGIUM
AUSTRALIA
FRANCE
IRELAND
SAUDI
ARABIA
PHILIPPINES
CHILE
ISRAEL
CZECHIA
VIETNAM
JAPAN
ITALY
RUSSIA
CHINA
MEXICO
PORTUGAL
U.S.A.
GREECE
COLOMBIA
THAILAND
MALAYSIA
ARGENTINA
ROMANIA
TURKEY
POLAND
BRAZIL
WORLDWIDE
MOROCCO
INDONESIA
SOUTH
AFRICA
EGYPT
INDIA
KENYA
GHANA
NIGERIA
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. NOTE: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL
MEDIA PLATFORM(S) IN EACH COUNTRY. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. (*) PERCENTAGES MAY EXCEED 100% IN SOME COUNTRIES DUE TO ISSUES
SUCH AS DUPLICATE AND “FAKE” ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND ACTUAL RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. COMPARABILITY: SOURCE, BASE,
AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF TOTAL POPULATION (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE vs. POPULATION
APR
2023
DATAREPORTAL

121
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
0.7%
10.4%
29.6%
16.3%
0.6%
0.7%
1.1%
0.5%
1.6%
2.6%
5.0%
2.8%
2.2%
4.0%
7.2%
0.5%
3.0%
6.8%
4.1%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT
UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH
THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USER IDENTITIES IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USER IDENTITIES
SHARE OF GLOBAL SOCIAL MEDIA USER IDENTITIES
APR
2023

122
02:22 02:24 02:27 02:28 02:29 02:29 02:28 02:31
02:24
+1.4% +2.1% +0.7% +0.7% 0% -0.7% +2.0% -4.6%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY. AS A RESULT, DATA FOR Q4 2022 AND ANY SUBSEQUENT PERIODS MAY NOT BE DIRECTLY COMPARABLE WITH DATA POINTS
FOR PRIOR PERIODS.
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA (QOQ)
APR
2023
DATAREPORTAL

123
03:58
03:55
03:44
03:36
03:35
03:28
03:26
03:23
03:16
03:11
03:11
02:59
02:50
02:49
02:46
02:42
02:38
02:33
02:32
02:26
02:24
02:19
02:18
02:17
02:17
02:16
02:15
02:10
02:01
01:56
01:55
01:55
01:55
01:53
01:52
01:51
01:51
01:50
01:50
01:49
01:48
01:46
01:45
01:45
01:40
01:37
01:36
01:32
01:31
01:06
00:50
NIGERIA
GHANA
BRAZIL
PHILIPPINES
KENYA
SOUTH
AFRICA
CHILE
COLOMBIA
INDONESIA
ARGENTINA
MEXICO
U.A.E.
SAUDI
ARABIA
TURKEY
MALAYSIA
MOROCCO
EGYPT
INDIA
THAILAND
PORTUGAL
WORLDWIDE
ROMANIA
VIETNAM
ISRAEL
NEW
ZEALAND
RUSSIA
U.S.A.
SINGAPORE
NORWAY
CHINA
AUSTRALIA
CANADA
SWEDEN
TAIWAN
SPAIN
DENMARK
POLAND
HONG
KONG
IRELAND
GREECE
U.K.
FRANCE
CZECHIA
ITALY
BELGIUM
NETHERLANDS
GERMANY
SWITZERLAND
AUSTRIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
DAILY TIME SPENT USING SOCIAL MEDIA
APR
2023
DATAREPORTAL

124
03:05
02:49
02:28
02:02
01:40
02:36 02:34
02:16
01:55
01:29
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
DAILY TIME SPENT USING SOCIAL MEDIA
APR
2023
DATAREPORTAL

125
34.1% 34.7% 35.3% 35.5% 36.1% 36.4% 37.3% 38.0%
36.5%
+1.7% +1.6% +0.7% +1.7% +1.0% +2.3% +2.0% -4.2%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCE: GWI (Q4 2020 TO Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: PERCENTAGE CHANGE
VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: STARTING WITH THEIR Q4
2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY. AS A RESULT, DATA FOR Q4 2022 AND ANY SUBSEQUENT PERIODS MAY NOT BE DIRECTLY COMPARABLE WITH DATA POINTS
FOR PRIOR PERIODS.
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
SOCIAL MEDIA’S SHARE OF ONLINE TIME (QOQ)
APR
2023
DATAREPORTAL

126
43.8%
40.9%
40.4%
40.2%
39.7%
39.5%
39.2%
38.3%
38.3%
38.2%
38.1%
36.7%
36.5%
36.5%
36.4%
35.7%
35.6%
34.4%
34.4%
33.6%
33.3%
33.2%
33.1%
32.3%
32.0%
31.9%
31.6%
31.6%
31.6%
31.2%
31.1%
30.8%
30.5%
30.5%
30.4%
30.3%
30.0%
29.9%
29.5%
29.3%
28.0%
27.8%
27.7%
27.5%
26.3%
21.7%
21.6%
INDONESIA
MEXICO
BRAZIL
SAUDI
ARABIA
CHILE
PHILIPPINES
TURKEY
INDIA
COLOMBIA
VIETNAM
U.A.E.
SOUTH
AFRICA
WORLDWIDE
ARGENTINA
NEW
ZEALAND
CHINA
NORWAY
ROMANIA
DENMARK
EGYPT
MALAYSIA
FRANCE
SPAIN
IRELAND
U.S.A.
AUSTRALIA
PORTUGAL
GREECE
U.K.
ISRAEL
THAILAND
SWEDEN
CANADA
GERMANY
SINGAPORE
ITALY
POLAND
BELGIUM
NETHERLANDS
CZECHIA
RUSSIA
HONG
KONG
SWITZERLAND
AUSTRIA
TAIWAN
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
SOCIAL MEDIA’S SHARE OF ONLINE TIME
APR
2023
DATAREPORTAL

127
40.0% 39.9%
37.9%
34.7%
32.8%
36.4% 36.8%
35.1%
33.0%
29.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET
SOCIAL MEDIA’S SHARE OF ONLINE TIME
APR
2023
DATAREPORTAL

128
48.2%
36.8%
34.5%
29.2%
27.6%
25.5%
25.3%
22.8%
22.6%
22.2%
21.9%
21.5%
21.0%
19.9%
19.6%
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING CONTENT (E.G. ARTICLES, VIDEOS)
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
WATCHING LIVE STREAMS
SHARING AND DISCUSSING OPINIONS WITH OTHERS
MAKING NEW CONTACTS
WATCHING OR FOLLOWING SPORTS
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
WORK-RELATED NETWORKING OR RESEARCH
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
FOLLOWING CELEBRITIES OR INFLUENCERS
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF
INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH,
GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY
COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
APR
2023
DATAREPORTAL

129
FRIENDS & FAMILY 52.3%
READ NEWS STORIES 36.8%
FILL UP SPARE TIME 29.8%
FIND PRODUCTS TO BUY 22.6%
FIND CONTENT (E.G. VIDEOS) 21.5%
SHARE & DISCUSS OPINIONS 20.3%
IDEAS: THINGS TO DO & BUY 19.5%
SEE TRENDING TOPICS 19.4%
FIND LIKE-MINDED PEOPLE 17.9%
MAKE NEW CONTACTS 16.9%
ACTIVITIES FOR WORK 20.7%
WATCH LIVE STREAMS 23.2%
ACTIVITIES FOR WORK 23.1%
SEE CONTENT FROM BRANDS 24.0%
WATCH OR FOLLOW SPORTS 23.9%
INFLUENCERS & CELEBRITIES 24.5%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
GLOBAL OVERVIEW
PRIMARY REASONS WHY SOCIAL MEDIA USERS IN EACH AGE GROUP USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
APR
2023

130
2,963
2,527
2,000
2,000
1,313
1,092
1,036
750
730
700
640
586
572
450
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM1
WECHAT1
TIKTOK1
FB MESSENGER2
**
SNAPCHAT1
DOUYIN3
TELEGRAM1
KUAISHOU1
SINA WEIBO1
QQ1
PINTEREST1
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) MOONFOX. ADVISORY: USERS MAY NOT
REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: (*) THESE PLATFORMS HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS REPRESENTATIVE. (**) SOME
MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN AUSTRALIA, CANADA, FRANCE, AND THE UNITED STATES, SO THE FIGURE SHOWN HERE MAY UNDER-REPRESENT FACEBOOK MESSENGER’S ACTUAL
AUDIENCE. BASE CHANGES AND METHODOLOGY CHANGES IN SOURCE DATA MEAN THAT FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS) (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
THE WORLD’S MOST USED SOCIAL PLATFORMS
NOTE: SIGNIFICANT ANOMALIES IN THE DATA PUBLISHED IN TWITTER’S OWN AD TOOLS MEAN WE ARE CURRENTLY UNABLE TO REPORT A RELIABLE FIGURE FOR TWITTER USE, SO IT DOES NOT APPEAR IN THIS RANKING
APR
2023
DATAREPORTAL

131
8.1
8.0
7.9
7.9
7.7
7.7
7.6
7.6
7.6
7.4
7.4
7.2
7.0
6.8
6.8
6.8
6.7
6.6
6.5
6.5
6.5
6.4
6.4
6.3
6.2
6.2
6.2
6.0
6.0
6.0
6.0
5.9
5.9
5.9
5.8
5.8
5.8
5.8
5.8
5.7
5.5
5.5
5.4
5.4
5.2
5.1
5.0
4.9
4.7
4.3
3.6
BRAZIL
INDONESIA
U.A.E.
PHILIPPINES
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
MEXICO
INDIA
COLOMBIA
TURKEY
CHILE
SINGAPORE
EGYPT
ARGENTINA
PORTUGAL
GREECE
WORLDWIDE
THAILAND
U.S.A.
ROMANIA
VIETNAM
HONG
KONG
CHINA
IRELAND
KENYA
SPAIN
NORWAY
SWEDEN
NEW
ZEALAND
U.K.
CANADA
AUSTRALIA
TAIWAN
ITALY
POLAND
NIGERIA
ISRAEL
DENMARK
SWITZERLAND
NETHERLANDS
FRANCE
BELGIUM
AUSTRIA
CZECHIA
GERMANY
GHANA
RUSSIA
MOROCCO
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: INCLUDES DATA FOR YOUTUBE.
COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS.
AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS AGED 16 TO 64 USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
APR
2023
DATAREPORTAL

132
7.4
7.1
6.5
5.7
4.7
7.3 7.2
6.7
5.9
5.0
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: INCLUDES DATA FOR YOUTUBE.
COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS.
AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
APR
2023
DATAREPORTAL

133
31H 32M / MONTH
27H 19M / MONTH
18H 17M / MONTH
16H 50M / MONTH
12H 30M / MONTH
8H 24M / MONTH
4H 48M / MONTH
3H 36M / MONTH
3H 17M / MONTH
3H 17M / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
SNAPCHAT
FB MESSENGER
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID
PHONES BETWEEN 01 OCTOBER AND 31 DECEMBER 2022. FIGURES DO NOT INCLUDE DATA FOR CHINA, SO FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
GLOBAL OVERVIEW
AVERAGE TIME PER MONTH THAT GLOBAL USERS SPENT USING EACH PLATFORM’S ANDROID APP BETWEEN 01 OCTOBER AND 31 DECEMBER 2022
TIME SPENT USING SOCIAL APPS
APR
2023
DATAREPORTAL

134
82.6%
63.2%
62.8%
61.3%
60.5%
58.5%
43.4%
42.3%
39.1%
38.0%
WHATSAPP
YOUTUBE
FACEBOOK
LINE
TIKTOK
INSTAGRAM
TWITTER
FB MESSENGER
SNAPCHAT
TELEGRAM
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF DAILY ACTIVE USERS OF EACH PLATFORM’S MOBILE APP ON ANDROID PHONES
BETWEEN 01 OCTOBER AND 31 DECEMBER 2022, DIVIDED BY THE AVERAGE NUMBER OF MONTHLY ACTIVE USERS OF EACH APP ON ANDROID PHONES BETWEEN 01 OCTOBER AND 31 DECEMBER 2022.
FIGURES DO NOT INCLUDE DATA FOR CHINA. FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE ANDROID APP USERS WHO OPEN THE RESPECTIVE SOCIAL MEDIA APP EACH DAY
DAILY USE OF SOCIAL MEDIA APPS
APR
2023
DATAREPORTAL

135
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
WHATSAPP
ALSO USING
INSTAGRAM
ALSO USING
TIKTOK
ALSO USING
TELEGRAM
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
REDDIT
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.6% 100% 71.1% 72.7% 76.8% 50.3% 43.3% 30.6% 47.4% 12.1% 31.3% 28.6%
YOUTUBE USERS 1.2% 76.4% 100% 70.7% 75.0% 46.4% 45.6% 29.0% 48.3% 14.3% 33.4% 28.0%
WHATSAPP USERS 0.7% 78.5% 72.8% 100% 77.2% 47.6% 50.2% 32.1% 46.9% 11.1% 32.6% 29.4%
INSTAGRAM USERS 0.2% 81.8% 73.8% 76.1% 100% 51.8% 48.3% 35.1% 53.4% 13.4% 35.5% 29.2%
TIKTOK USERS 0.1% 82.4% 74.9% 72.1% 79.6% 100% 48.0% 36.8% 54.9% 14.4% 37.6% 27.4%
TELEGRAM USERS 0.1% 79.4% 78.2% 85.2% 83.2% 53.8% 100% 37.1% 58.3% 14.2% 37.2% 34.2%
SNAPCHAT USERS 0.1% 81.3% 75.6% 79.1% 87.7% 59.7% 53.7% 100% 58.3% 19.3% 43.0% 34.6%
TWITTER USERS 0.2% 82.0% 76.6% 75.3% 86.8% 58.1% 55.1% 38.0% 100% 19.2% 38.7% 36.8%
REDDIT USERS 0.1% 78.6% 78.9% 66.8% 81.9% 56.9% 50.3% 47.0% 72.0% 100% 55.5% 47.6%
PINTEREST USERS 0.2% 80.5% 75.8% 77.6% 85.7% 59.0% 52.1% 41.6% 57.4% 22.0% 100% 40.0%
LINKEDIN USERS 0.2% 86.5% 74.5% 82.6% 83.1% 50.6% 56.4% 39.4% 64.4% 22.2% 47.1% 100%
SOURCE: GWI (Q4 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. TIKTOK IS CURRENTLY BLOCKED IN INDIA, WHICH
MAY RESULT IN LOWER VALUES IN THE TIKTOK COLUMN COMPARED WITH OTHER PLATFORMS. VALUES REPRESENT THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE
PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS WHO SAY THEY DO NOT USE ANY OTHER SOCIAL NETWORK OR
MESSENGER SERVICE, INCLUDING PLATFORMS NOT FEATURED IN THIS TABLE. COMPARABILITY: REVISED METHODOLOGY. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
APR
2023

136
16.6%
14.7%
13.7%
13.6%
6.1%
5.9%
3.5%
2.4%
2.2%
1.9%
1.7%
1.5%
1.3%
1.1%
0.9%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT
TIKTOK
DOUYIN
TWITTER
FB MESSENGER
TELEGRAM
LINE
KUAISHOU
PINTEREST
SNAPCHAT
QQ
XIAOHONGSHU
0.9% IMESSAGE
SOURCE: GWI (Q4 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY
RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S
SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT
DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
APR
2023
DATAREPORTAL

137
WHATSAPP 15.8% 15.9% 17.4% 19.3% 20.8%
INSTAGRAM 23.7% 15.0% 10.0% 7.1% 4.9%
FACEBOOK 9.3% 15.4% 16.4% 16.8% 17.8%
WECHAT 9.2% 13.9% 15.6% 15.4% 15.3%
TIKTOK 7.8% 5.4% 4.3% 3.8% 2.5%
DOUYIN 4.6% 6.1% 6.8% 5.6% 4.9%
TWITTER 4.3% 4.4% 3.8% 4.2% 3.1%
FB MESSENGER 1.9% 2.4% 2.5% 2.3% 2.4%
TELEGRAM 3.0% 2.7% 2.5% 2.2% 1.9%
LINE 0.7% 1.2% 1.8% 2.8% 3.7%
WHATSAPP 13.5% 14.7% 16.5% 17.8% 20.2%
INSTAGRAM 23.0% 18.0% 13.4% 10.3% 7.7%
FACEBOOK 6.6% 12.4% 14.3% 16.1% 18.3%
WECHAT 9.3% 14.5% 16.1% 15.2% 13.6%
TIKTOK 12.2% 7.5% 5.5% 4.7% 2.5%
DOUYIN 4.8% 7.1% 7.2% 6.5% 4.6%
TWITTER 4.8% 2.7% 1.9% 2.0% 2.0%
FB MESSENGER 2.0% 2.5% 2.6% 2.7% 3.0%
TELEGRAM 2.1% 1.5% 1.7% 1.6% 1.9%
LINE 0.8% 1.2% 2.0% 3.3% 4.5%
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
FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST MALE INTERNET USERS
SOURCE: GWI (Q4 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY RESPONDENTS
COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT
GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA POINTS ON
THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
APR
2023

138
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
ENTERTAINING CONTENT
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
KEEP UP TO DATE WITH
NEWS AND CURRENT EVENTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
54.2% 54.6% 59.1% 70.6% 63.6%
INSTAGRAM 61.8% 61.7% 50.2% 51.1% 69.8%
LINKEDIN 9.0% 23.5% 26.9% 10.8% 13.8%
PINTEREST 21.0% 36.5% 12.7% 5.5% 13.7%
REDDIT 34.5% 27.6% 30.8% 7.4% 12.9%
SNAPCHAT 33.1% 20.4% 19.5% 36.0% 41.5%
TIKTOK 79.8% 38.2% 34.1% 15.6% 36.5%
TWITTER 35.3% 36.6% 61.7% 20.2% 28.5%
SOURCE: GWI (Q4 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: DOES NOT INCLUDE DATA FOR USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY
THAT THEY HAVE USED THE SOCIAL MEDIA PLATFORM DETAILED IN THE LEFTMOST COLUMN OF EACH ROW AT LEAST ONCE IN THE PAST MONTH, AND WHO ALSO SAY THAT THEY USE THAT PLATFORM FOR THE
ACTIVITY DETAILED IN THE ROW AT THE TOP OF EACH COLUMN. TABLE VALUES IN BOLD ORANGE TEXT IDENTIFY THE TOP VALUE IN EACH ROW, AND DENOTE THE MOST POPULAR ACTIVITY AMONGST USERS
OF EACH PLATFORM. (1) FIGURES FOR FACEBOOK INCLUDE FACEBOOK MESSENGER. COMPARABILITY: REVISED SURVEY METHODOLOGY. VALUES MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE USERS OF EACH SOCIAL MEDIA PLATFORM AGED 16 TO 64 WHO SAY THEY USE THAT PLATFORM FOR EACH KIND OF ACTIVITY
SOCIAL MEDIA ACTIVITIES BY PLATFORM
APR
2023

139
64.3%
63.4%
62.9%
61.2%
61.2%
60.8%
60.5%
58.9%
58.3%
57.4%
57.1%
54.9%
54.3%
54.2%
54.1%
53.8%
52.1%
51.4%
50.8%
49.8%
49.0%
47.7%
47.3%
46.6%
46.5%
45.7%
45.6%
43.6%
43.1%
43.0%
42.0%
41.5%
41.0%
40.9%
40.6%
40.1%
39.9%
39.7%
39.2%
39.1%
39.1%
39.0%
38.6%
38.5%
38.4%
36.9%
36.7%
35.4%
32.8%
29.7%
27.1%
INDONESIA
NIGERIA
BRAZIL
PHILIPPINES
SOUTH
AFRICA
GREECE
KENYA
MALAYSIA
TURKEY
CHILE
COLOMBIA
VIETNAM
MEXICO
PORTUGAL
ROMANIA
ARGENTINA
U.A.E.
POLAND
THAILAND
SAUDI
ARABIA
INDIA
WORLDWIDE
SPAIN
ISRAEL
ITALY
SINGAPORE
CZECHIA
CHINA
HONG
KONG
RUSSIA
NORWAY
SWEDEN
DENMARK
U.S.A.
TAIWAN
EGYPT
NEW
ZEALAND
IRELAND
BELGIUM
CANADA
GERMANY
NETHERLANDS
SWITZERLAND
AUSTRALIA
AUSTRIA
U.K.
FRANCE
GHANA
MOROCCO
SOUTH
KOREA
JAPAN
SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS TO
DO AND BUY; FINDING PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA POINTS ON THIS
CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA
APR
2023
DATAREPORTAL

140
54.1% 55.6%
51.4%
48.0%
40.6%
45.1%
47.2% 45.8%
42.4%
36.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS TO
DO AND BUY; FINDING PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA POINTS ON THIS
CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA
APR
2023
DATAREPORTAL

141
14.1% 13.4% 11.8% 8.7%
72.8% 44.0% 18.7% 13.6%
ANY KIND OF SOCIAL
MEDIA PLATFORM
SOCIAL
NETWORKS
QUESTION & ANSWER
SITES (E.G. QUORA)
FORUMS AND
MESSAGE BOARDS
MESSAGING AND
LIVE CHAT SERVICES
MICRO-BLOGS
(E.G. TWITTER)
VLOGS (BLOGS IN
A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: 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), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST).
COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
APR
2023

142
79.4%
76.6%
76.2%
64.3%
63.7%
61.8%
61.7%
60.8%
59.5%
58.9%
58.7%
57.3%
54.7%
52.4%
51.7%
49.7%
49.6%
49.3%
48.8%
46.3%
46.2%
46.2%
45.2%
44.0%
40.9%
40.4%
40.3%
39.9%
39.5%
39.2%
37.3%
35.3%
35.2%
34.2%
33.7%
33.0%
32.5%
32.4%
32.1%
31.6%
31.5%
31.5%
31.5%
31.0%
29.0%
28.3%
27.5%
27.3%
26.5%
23.7%
22.2%
GHANA
KENYA
NIGERIA
COLOMBIA
INDONESIA
ARGENTINA
MEXICO
SAUDI
ARABIA
SOUTH
AFRICA
BRAZIL
VIETNAM
CHILE
PHILIPPINES
MALAYSIA
EGYPT
U.A.E.
TURKEY
ISRAEL
MOROCCO
INDIA
PORTUGAL
THAILAND
ROMANIA
WORLDWIDE
GREECE
RUSSIA
SPAIN
POLAND
HONG
KONG
TAIWAN
CZECHIA
CHINA
U.S.A.
SINGAPORE
NEW
ZEALAND
AUSTRALIA
NORWAY
SWEDEN
ITALY
CANADA
DENMARK
GERMANY
IRELAND
FRANCE
U.K.
AUSTRIA
BELGIUM
JAPAN
SWITZERLAND
NETHERLANDS
SOUTH
KOREA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
APR
2023
DATAREPORTAL

143
52.0%
49.7%
45.4%
38.7%
30.3%
46.8% 46.5%
43.5%
37.8%
30.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
APR
2023
DATAREPORTAL

144
81.7%
61.7%
54.6%
38.2%
36.6%
36.5%
27.6%
23.5%
20.4%
ANY OF THESE 8 PLATFORMS
INSTAGRAM
FACEBOOK
TIKTOK
TWITTER
PINTEREST
REDDIT
LINKEDIN
SNAPCHAT
INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY HAVE USED EACH RESPECTIVE SOCIAL MEDIA PLATFORM AT LEAST ONCE IN THE PAST 30 DAYS, AND WHO ALSO SAY THAT THEY USE THAT RESPECTIVE
PLATFORM TO FOLLOW OR FIND INFORMATION ABOUT PRODUCTS AND BRANDS. DOES NOT INCLUDE DATA FOR USERS IN CHINA. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN
THAT DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE USERS OF EACH PLATFORM AGED 16 TO 64 WHO USE EACH PLATFORM TO FOLLOW OR RESEARCH BRANDS AND PRODUCTS
BRAND RESEARCH BY SOCIAL PLATFORM
APR
2023
DATAREPORTAL

145
0.45% 0.40% 0.20% 0.09% 0.08%
-38.4% (-28 BPS) +11.1% (+4 BPS) -28.6% (-8 BPS) -30.8% (-4 BPS) +33.3% (+2 BP)
67.41% 11.04% 10.35% 6.09% 3.89%
-8.2% (-603 BPS) +78.4% (+485 BPS) +43.4% (+313 BPS) +0.5% (+3 BPS) -29.7% (-164 BPS)
REDDIT LINKEDIN TUMBLR VKONTAKTE OTHER
FACEBOOK INSTAGRAM TWITTER PINTEREST YOUTUBE
SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF
AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL
WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN MARCH 2023. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE)
WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA
APR
2023

146
46.3%
28.8%
27.4%
26.9%
26.1%
24.4%
21.4%
21.2%
20.5%
19.3%
19.2%
17.6%
15.9%
15.7%
15.6%
FRIENDS, FAMILY, OR OTHER PEOPLE YOU KNOW
ACTORS, COMEDIANS, OR OTHER PERFORMERS
ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS
TV SHOWS OR CHANNELS
BANDS, SINGERS, OR OTHER MUSICIANS
RESTAURANTS, CHEFS, OR FOOD PERSONALITIES
SPORTS PEOPLE AND TEAMS
INFLUENCERS OR OTHER EXPERTS
COMPANIES AND BRANDS YOU PURCHASE FROM
CONTACTS RELEVANT TO YOUR WORK
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
COMPANIES RELEVANT TO YOUR WORK
BEAUTY EXPERTS
GAMING EXPERTS OR GAMING STUDIOS
FITNESS EXPERTS OR ORGANISATIONS
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED
APR
2023
DATAREPORTAL

147
45.8%
43.8%
39.7%
36.8%
34.9%
31.6%
29.6%
29.1%
28.6%
28.4%
28.1%
27.2%
27.2%
26.7%
26.3%
23.7%
23.3%
22.9%
22.2%
22.1%
21.8%
21.7%
21.6%
21.3%
21.2%
21.1%
21.0%
21.0%
20.2%
20.1%
20.0%
19.9%
19.8%
19.5%
19.4%
19.3%
19.2%
19.1%
18.0%
17.3%
17.1%
17.0%
16.9%
16.6%
16.4%
16.2%
15.6%
13.8%
13.2%
11.9%
5.6%
NIGERIA
PHILIPPINES
BRAZIL
KENYA
SOUTH
AFRICA
INDONESIA
PORTUGAL
MALAYSIA
SAUDI
ARABIA
COLOMBIA
ARGENTINA
CHILE
U.A.E.
MEXICO
SPAIN
EGYPT
NEW
ZEALAND
HONG
KONG
ITALY
U.S.A.
GREECE
AUSTRALIA
IRELAND
POLAND
WORLDWIDE
INDIA
SWEDEN
VIETNAM
CANADA
DENMARK
SINGAPORE
NORWAY
FRANCE
ROMANIA
GERMANY
GHANA
SOUTH
KOREA
AUSTRIA
MOROCCO
U.K.
ISRAEL
TAIWAN
SWITZERLAND
THAILAND
BELGIUM
NETHERLANDS
CZECHIA
JAPAN
CHINA
TURKEY
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
APR
2023
DATAREPORTAL

148
31.0%
26.5%
20.6%
16.9%
11.0%
23.9%
21.9%
20.0%
15.5%
10.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
APR
2023
DATAREPORTAL

149
58.8%
52.5%
49.4%
46.9%
45.0%
44.9%
44.9%
44.5%
44.1%
43.4%
42.7%
42.2%
42.0%
41.3%
40.9%
40.5%
40.2%
39.3%
39.2%
37.5%
37.0%
37.0%
36.9%
32.5%
31.7%
30.9%
30.1%
29.6%
29.3%
29.0%
28.7%
28.4%
28.3%
27.9%
27.8%
27.8%
27.8%
27.4%
27.4%
27.4%
27.4%
26.8%
26.7%
26.4%
25.4%
24.6%
23.7%
21.9%
19.3%
15.9%
8.9%
NIGERIA
KENYA
SOUTH
AFRICA
BRAZIL
PHILIPPINES
COLOMBIA
GREECE
VIETNAM
EGYPT
U.A.E.
INDONESIA
MALAYSIA
INDIA
MEXICO
CHILE
ARGENTINA
CHINA
SAUDI
ARABIA
GHANA
WORLDWIDE
PORTUGAL
TURKEY
ISRAEL
SPAIN
ROMANIA
SINGAPORE
TAIWAN
POLAND
IRELAND
DENMARK
SWITZERLAND
CZECHIA
NORWAY
NEW
ZEALAND
CANADA
HONG
KONG
THAILAND
AUSTRALIA
ITALY
MOROCCO
U.S.A.
RUSSIA
U.K.
SWEDEN
NETHERLANDS
AUSTRIA
BELGIUM
FRANCE
GERMANY
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: FIGURES REPRESENT THE SHARE
OF INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. IN THIS CONTEXT, “WORK-RELATED ACTIVITIES” INCLUDE USING SOCIAL MEDIA FOR WORK-RELATED
NETWORKING AND RESEARCH, AND FOLLOWING CONTACTS OR COMPANIES THAT ARE RELEVANT TO WORK. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA POINTS ON
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
APR
2023
DATAREPORTAL

150
33.6%
40.0% 39.0%
33.6%
22.4%
34.0%
43.0% 43.3%
41.6%
31.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: FIGURES REPRESENT THE SHARE
OF INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. IN THIS CONTEXT, “WORK-RELATED ACTIVITIES” INCLUDE USING SOCIAL MEDIA FOR WORK-RELATED
NETWORKING AND RESEARCH, AND FOLLOWING CONTACTS OR COMPANIES THAT ARE RELEVANT TO WORK. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA POINTS ON
GLOBAL OVERVIEW
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES
APR
2023
DATAREPORTAL

151
66.8%
55.9%
54.3%
53.5%
52.7%
51.2%
50.7%
48.9%
48.6%
48.0%
47.9%
47.7%
46.8%
45.9%
45.3%
44.7%
44.1%
43.5%
42.5%
41.8%
41.0%
39.7%
39.5%
38.8%
38.4%
36.0%
36.0%
35.5%
35.4%
34.5%
34.2%
33.1%
32.6%
31.9%
31.6%
31.4%
31.2%
30.3%
28.4%
27.1%
26.9%
26.9%
25.8%
25.6%
25.1%
24.2%
23.5%
22.6%
21.0%
18.3%
17.0%
NIGERIA
GREECE
TURKEY
BRAZIL
POLAND
COLOMBIA
ARGENTINA
VIETNAM
CHILE
ITALY
PORTUGAL
CZECHIA
SOUTH
AFRICA
MALAYSIA
MEXICO
PHILIPPINES
SPAIN
KENYA
INDONESIA
GHANA
ROMANIA
AUSTRIA
RUSSIA
THAILAND
GERMANY
SWEDEN
SWITZERLAND
SINGAPORE
BELGIUM
WORLDWIDE
NETHERLANDS
IRELAND
INDIA
U.A.E.
DENMARK
FRANCE
HONG
KONG
NORWAY
CANADA
U.K.
NEW
ZEALAND
U.S.A.
TAIWAN
SAUDI
ARABIA
AUSTRALIA
CHINA
ISRAEL
JAPAN
EGYPT
MOROCCO
SOUTH
KOREA
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES REPRESENT SHARE OF
INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A
REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR
DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS
APR
2023
DATAREPORTAL

152
30.4%
33.8%
35.2% 35.6% 35.4%
29.9%
34.8%
37.6% 38.0% 38.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES REPRESENT SHARE OF
INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF RESEARCH, GWI INTRODUCED A
REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR
DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS
APR
2023
DATAREPORTAL

154
57.2% 47.2% 67.5% 75.9%
2.96 36.9% +0.2% +1.8%
90
TOTAL FACEBOOK MAU
vs. TOTAL INTERNET USERS
TOTAL FACEBOOK MAU
vs. POPULATION AGED 13+
FACEBOOK DAILY ACTIVE USERS
vs. MONTHLY ACTIVE USERS
FACEBOOK ADVERTISING REACH
vs. TOTAL FACEBOOK MAU
TOTAL MONTHLY ACTIVE
FACEBOOK USERS (MAU)
TOTAL FACEBOOK MAU
vs. TOTAL POPULATION
IN TOTAL FACEBOOK MAU
YEAR-ON-YEAR CHANGE
IN TOTAL FACEBOOK MAU
SOURCES: META’S INVESTOR EARNINGS ANNOUNCEMENTS AND ADVERTISING RESOURCES; KEPIOS ANALYSIS. COMPARABILITY: USER FIGURES SHOWN ON THIS CHART REPRESENT MONTHLY ACTIVE
USERS, AND ARE DIFFERENT TO THE FACEBOOK ADVERTISING AUDIENCE REACH FIGURES SHOWN ELSEWHERE IN THIS REPORT. SEE NOTES ON DATA FOR DETAILS OF WHY ADVERTISING REACH DOES NOT
EQUATE TO THE TOTAL MAU FIGURE.
GLOBAL OVERVIEW
FACEBOOK’S TOTAL MONTHLY ACTIVE USER BASE, BASED ON DATA PUBLISHED IN THE COMPANY’S INVESTOR EARNINGS REPORTS
FACEBOOK: MONTHLY ACTIVE USERS
APR
2023

155
2,797 2,853 2,895 2,910 2,912 2,936 2,934 2,958 2,963
+2.0% +1.5% +0.5% +0.1% +0.8% -0.1% +0.8% +0.2%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS.
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS), AND RELATIVE CHANGE OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
FACEBOOK MONTHLY ACTIVE USERS (QOQ)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
APR
2023
DATAREPORTAL

156
43.2% 56.8% 38.0% 32.6% 43.3%
2.25 28.0% 43.4% +13.4% +5.0%
90
SHARE: FEMALE FACEBOOK
AD REACH vs. OVERALL
FACEBOOK AD REACH
SHARE: MALE FACEBOOK
AD REACH vs. OVERALL
FACEBOOK AD REACH
ADOPTION: OVERALL FACEBOOK
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE FACEBOOK
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE FACEBOOK
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
FACEBOOK AD REACH
IN REPORTED FACEBOOK AD REACH
REPORTED FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: BASED ON MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ONLY AVAILABLE FOR “FEMALE” AND “MALE”. SOURCE DATA FOR REACH
BY GENDER MAY NOT SUM TO PUBLISHED TOTAL. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION
AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY:
SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
APR
2023

157
2,212 2,252 2,276
2,109 2,141 2,168
2,079
1,983
2,249
+1.8% +1.1% -7.3% +1.5% +1.2% -4.1% -4.6% +13.4%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH
THE TOTAL ACTIVE USER BASE. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, AND SUCH
ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
FACEBOOK: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

158
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
1.0%
18.5%
2.3%
22.1%
0.3%
4.9%
1.3%
2.1%
0.8%
2.9%
4.8%
2.8%
3.3%
2.6%
3.6%
11.6%
0.6%
5.4%
9.3%
SOURCE: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: FIGURES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT MATCH THE TOTAL ACTIVE USER BASE.
COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
APR
2023

159
2.1%
9.3%
12.0%
8.1%
5.3%
3.6%
2.9%
2.8%
13.3%
17.5%
10.8%
6.0%
3.5%
2.6%
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
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: VALUES
MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE
DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

160
111.0%
110.9%
96.7%
96.5%
91.7%
86.5%
85.3%
84.2%
83.2%
82.1%
78.1%
76.5%
76.5%
75.8%
75.6%
73.9%
72.7%
71.1%
70.0%
69.9%
69.6%
69.2%
69.2%
68.2%
67.2%
66.7%
64.4%
62.6%
62.6%
62.3%
61.9%
60.5%
60.0%
58.7%
58.3%
55.1%
54.8%
53.4%
53.1%
45.2%
45.1%
40.2%
38.0%
37.6%
37.0%
35.1%
28.4%
20.2%
14.8%
0.1%
U.A.E.
PHILIPPINES
MEXICO
VIETNAM
COLOMBIA
MALAYSIA
ARGENTINA
THAILAND
CHILE
TAIWAN
ISRAEL
NEW
ZEALAND
AUSTRALIA
DENMARK
NORWAY
MOROCCO
PORTUGAL
SWEDEN
BELGIUM
SINGAPORE
CANADA
U.S.A.
HONG
KONG
BRAZIL
IRELAND
U.K.
INDONESIA
FRANCE
SOUTH
AFRICA
ROMANIA
EGYPT
GREECE
CZECHIA
NETHERLANDS
ITALY
TURKEY
POLAND
SPAIN
SAUDI
ARABIA
AUSTRIA
SWITZERLAND
KENYA
WORLDWIDE
GERMANY
GHANA
INDIA
NIGERIA
SOUTH
KOREA
JAPAN
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT
POPULATIONS. COMPARABILITY: THE AGE RANGE FOR THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH A SIMILAR CHART FEATURED IN PREVIOUS REPORTS. SOURCE DATA REVISIONS.
SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
FACEBOOK ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

161
11 PAKISTAN 45,900,000 +23.1%
12 COLOMBIA 37,450,000 +11.8%
13 UNITED KINGDOM 36,250,000 +5.4%
14 TURKEY 34,700,000 +5.8%
15 NIGERIA 33,550,000 +54.3%
16 FRANCE 32,350,000 +6.4%
17 ITALY 29,250,000 +4.7%
18 ARGENTINA 29,150,000 +6.6%
19 SOUTH AFRICA 27,000,000 +21.9%
20 GERMANY 26,300,000 +7.3%
01 INDIA 369,900,000 +17.6%
02 UNITED STATES OF AMERICA 186,400,000 +6.5%
03 INDONESIA 135,050,000 +12.6%
04 BRAZIL 114,150,000 +4.7%
05 MEXICO 93,250,000 +11.3%
06 PHILIPPINES 91,850,000 +14.4%
07 VIETNAM 75,550,000 +14.1%
08 BANGLADESH 54,150,000 +25.2%
09 THAILAND 51,600,000 +7.3%
10 EGYPT 47,000,000 +11.9%
# LOCATION
TOTAL
REACH ▲QOQ # LOCATION
TOTAL
REACH ▲QOQ
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “▲QOQ“ COLUMN
REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
APR
2023

162
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
11 ECUADOR 97.0% 12,200,000
12 MEXICO 96.7% 87,600,000
13 GREENLAND 91.0% 38,750
14 COLOMBIA 91.7% 35,450,000
15 ARUBA 93.1% 79,250
16 BOLIVIA 93.2% 7,300,000
17 CAYMAN ISLANDS 90.5% 50,500
18 SAMOA 90.0% 114,250
19 FAROE ISLANDS 87.2% 34,850
20 THAILAND 84.2% 49,100,000
01 LIBYA 123.1%* 5,600,000
02 MONGOLIA 110.4%* 2,400,000
03 UNITED ARAB EMIRATES 111.0%* 8,700,000
04 PHILIPPINES 110.9%* 83,050,000
05 QATAR 108.0%* 2,400,000
06 CAMBODIA 100.8%* 11,200,000
07 PERU 100.6%* 23,750,000
08 GEORGIA 99.9% 2,800,000
09 VIETNAM 96.5% 70,000,000
10 TONGA 99.5% 63,550
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES BASED ON MIDPOINTS
OF PUBLISHED RANGES. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT
UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND
CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
FACEBOOK ADULT AD REACH RATE RANKING
APR
2023

163
1.92 30.1% 17.1% 50.9% 1.9%
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
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2022 AND 28 FEBRUARY 2023. 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.
GLOBAL OVERVIEW
POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
APR
2023

164
0.07% 0.13% 0.07% 0.03% 0.09%
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: ALL POST TYPES
PAGE FANS: PHOTO POSTS
PAGE FANS: VIDEO POSTS
PAGE FANS: LINK POSTS
PAGE FANS: STATUS POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2022 AND 28 FEBRUARY 2023. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF 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. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS
APR
2023

165
0.32% 0.21% 0.05%
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH FEWER THAN 10,000 FANS
WITH 10,000 TO 100,000 FANS
WITH MORE THAN 100,000 FANS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2022 AND 28 FEBRUARY 2023. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF 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. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT COMPARISONS
APR
2023

167
45.6% 54.4% 36.9% 33.4% 40.4%
2.53 31.5% 48.8% +0.5% -1.4%
BILLION +13 MILLION -35 MILLION
90
SHARE: FEMALE YOUTUBE
YOUTUBE AD REACH AGED 18+
SHARE: MALE YOUTUBE
YOUTUBE AD REACH AGED 18+
ADOPTION: OVERALL YOUTUBE
POPULATION AGED 18+
ADOPTION: FEMALE YOUTUBE
POPULATION AGED 18+
ADOPTION: MALE YOUTUBE
POPULATION AGED 18+
OF ADS ON YOUTUBE
YOUTUBE AD REACH
YOUTUBE AD REACH
IN REPORTED YOUTUBE AD REACH
REPORTED YOUTUBE AD REACH
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH
POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS.
COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE
YOUTUBE: ADVERTISING AUDIENCE OVERVIEW
APR
2023

168
2,291 2,291 2,291
2,562 2,562
2,476 2,515 2,514 2,527
0% 0% +11.9% 0% -3.4% +1.6% -0.03% +0.5%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON AVAILABLE DATA ONLY. ADVISORY: REACH MAY NOT REPRESENT
UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND CHANGES IN THE AVAILABILITY OF
DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON YOUTUBE (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
YOUTUBE: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

169
6.2%
8.8%
7.6%
5.6%
4.4%
4.8%
8.8%
11.9%
9.1%
6.3%
4.4% 4.2%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+, BUT GOOGLE’S RESOURCES ALSO PUBLISH A VALUE FOR TOTAL AUDIENCE. VALUES SHOWN HERE REPRESENT SHARE OF TOTAL AUDIENCE, SO WILL NOT
SUM TO 100%. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY
MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
YOUTUBE: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

170
98.5%
92.6%
91.9%
91.9%
91.6%
91.3%
91.0%
90.8%
90.6%
90.1%
90.1%
90.1%
89.9%
88.8%
88.6%
88.5%
88.4%
87.6%
87.4%
87.0%
86.8%
85.8%
85.3%
83.5%
79.6%
78.3%
78.3%
77.6%
76.2%
75.5%
73.9%
72.9%
72.9%
71.4%
71.1%
70.8%
68.8%
68.3%
64.2%
63.3%
61.4%
56.0%
55.0%
50.6%
36.9%
36.2%
32.7%
25.4%
25.2%
U.A.E.
NETHERLANDS
NORWAY
U.K.
SOUTH
KOREA
HONG
KONG
ISRAEL
SAUDI
ARABIA
CANADA
SWEDEN
SPAIN
DENMARK
GERMANY
FRANCE
NEW
ZEALAND
IRELAND
SWITZERLAND
BELGIUM
TAIWAN
AUSTRALIA
AUSTRIA
SINGAPORE
CHILE
CZECHIA
MALAYSIA
U.S.A.
ITALY
ARGENTINA
GREECE
PORTUGAL
TURKEY
ROMANIA
BRAZIL
POLAND
MEXICO
JAPAN
VIETNAM
MOROCCO
COLOMBIA
THAILAND
PHILIPPINES
SOUTH
AFRICA
INDONESIA
EGYPT
WORLDWIDE
INDIA
GHANA
KENYA
NIGERIA
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. ADVISORY: REACH MAY NOT
REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND
CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF YOUTUBE ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
YOUTUBE ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

171
01
02
03
04
05
06
07
08
09
10
11 PHILIPPINES 57,700,000 [UNCHANGED]
12 UNITED KINGDOM 57,100,000 [UNCHANGED]
13 FRANCE 52,100,000 [UNCHANGED]
14 SOUTH KOREA 46,000,000 [UNCHANGED]
15 EGYPT 45,900,000 [UNCHANGED]
16= ITALY 43,900,000 [UNCHANGED]
16= THAILAND 43,900,000 [UNCHANGED]
18 SPAIN 40,700,000 [UNCHANGED]
19 BANGLADESH 34,400,000 [UNCHANGED]
20 CANADA 33,100,000 [UNCHANGED]
01 INDIA 467,000,000 [UNCHANGED]
02 UNITED STATES OF AMERICA 246,000,000 [UNCHANGED]
03 BRAZIL 142,000,000 [UNCHANGED]
04 INDONESIA 139,000,000 [UNCHANGED]
05 MEXICO 81,800,000 [UNCHANGED]
06 JAPAN 78,400,000 [UNCHANGED]
07 PAKISTAN 71,700,000 [UNCHANGED]
08 GERMANY 70,900,000 [UNCHANGED]
09 VIETNAM 63,000,000 [UNCHANGED]
10 TURKEY 57,900,000 [UNCHANGED]
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: YOUTUBE DOES NOT UPDATE ESTIMATES EVERY QUARTER, SO THE PUBLISHED VALUES FOR EACH COUNTRY REMAIN
UNCHANGED SINCE JANUARY 2023. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. RANKING BASED ON
AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE ACTIVE USER BASE. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING
APR
2023

172
11 HONG KONG 91.3% 5,870,000
12 ISRAEL 91.0% 5,590,000
13 SAUDI ARABIA 90.8% 23,280,000
14 CANADA 90.6% 28,500,000
15 SWEDEN 90.1% 7,540,000
16 SPAIN 90.1% 35,600,000
17 DENMARK 90.1% 4,280,000
18 GERMANY 89.9% 62,400,000
19 FRANCE 88.8% 45,500,000
20 NEW ZEALAND 88.6% 3,590,000
01 LEBANON 112.3%* 4,060,000
02 BAHRAIN 109.5%* 1,241,000
03 OMAN 107.6%* 3,450,000
04 QATAR 102.5%* 2,278,000
05 UNITED ARAB EMIRATES 98.5% 7,720,000
06 NETHERLANDS 92.6% 13,260,000
07 NORWAY 91.9% 4,010,000
08 UNITED KINGDOM 91.9% 49,200,000
09 SOUTH KOREA 91.6% 40,800,000
10 KUWAIT 91.4% 2,980,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS. RANKING BASED ON AVAILABLE DATA ONLY. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE OVERALL POPULATION AGED 18+.
ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS,
DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE YOUTUBE ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
YOUTUBE ADULT AD REACH RATE RANKING
APR
2023

173
11 KARAOKE 13
12 NEW SONG 13
13 HINDI MOVIE 11
14 GAME 11
15 TIKTOK 11
16 VIDEOS 11
17 LAGU 10
18 MINECRAFT 9
19 COMEDY 8
20 ASMR 8
01 SONG 100
02 MOVIE 55
03 VIDEO 36
04 SONGS 32
05 DJ 21
06 MUSIC 17
07 DANCE 16
08 CARTOON CARTOON 15
09 CARTOON 14
10 MOVIES 14
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2023 AND 31 MARCH 2023. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN
SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS.
GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE
TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2023 AND 31 MARCH 2023
TOP YOUTUBE SEARCHES
APR
2023

175
49.4% 50.6% 26.6% 25.8% 26.7%
1.63 20.3% 31.4% +23.5% +12.2%
90
SHARE: FEMALE INSTAGRAM
INSTAGRAM AD REACH AGED 18+
SHARE: MALE INSTAGRAM
INSTAGRAM AD REACH AGED 18+
ADOPTION: OVERALL INSTAGRAM
POPULATION AGED 18+
ADOPTION: FEMALE INSTAGRAM
POPULATION AGED 18+
ADOPTION: MALE INSTAGRAM
POPULATION AGED 18+
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
INSTAGRAM AD REACH
IN REPORTED INSTAGRAM AD REACH
REPORTED INSTAGRAM AD REACH
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
APR
2023

176
1,287
1,386 1,393
1,478 1,452 1,440
1,386
1,318
1,628
+7.7% +0.5% +6.1% -1.8% -0.8% -3.8% -4.9% +23.5%
2021 2021 2021 2022 2022 2022 2022 2023 2023
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
INSTAGRAM: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

177
4.1%
15.3%
13.9%
7.9%
4.6%
2.5%
1.5%
4.1%
16.7%
15.7%
7.4%
3.6%
1.7%
1.1%
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
GLOBAL OVERVIEW
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
INSTAGRAM: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

178
84.7%
83.5%
80.2%
76.8%
75.4%
72.9%
70.8%
68.0%
66.0%
65.3%
62.5%
62.2%
60.7%
60.1%
60.1%
59.7%
59.2%
59.0%
57.8%
56.8%
56.8%
56.1%
56.0%
54.8%
54.5%
54.2%
53.9%
50.6%
49.4%
49.3%
48.4%
46.6%
46.6%
46.4%
44.7%
44.6%
39.2%
34.4%
34.2%
31.9%
28.9%
26.6%
25.4%
22.9%
15.2%
14.6%
10.6%
9.9%
8.9%
0.4%
TURKEY
U.A.E.
CHILE
ARGENTINA
BRAZIL
SWEDEN
ISRAEL
PORTUGAL
IRELAND
NORWAY
SPAIN
AUSTRALIA
SAUDI
ARABIA
NETHERLANDS
U.S.A.
U.K.
SINGAPORE
MALAYSIA
ITALY
DENMARK
NEW
ZEALAND
CANADA
HONG
KONG
SWITZERLAND
BELGIUM
TAIWAN
FRANCE
GREECE
SOUTH
KOREA
COLOMBIA
INDONESIA
GERMANY
AUSTRIA
JAPAN
CZECHIA
MEXICO
MOROCCO
ROMANIA
POLAND
THAILAND
INDIA
WORLDWIDE
PHILIPPINES
EGYPT
SOUTH
AFRICA
VIETNAM
GHANA
NIGERIA
KENYA
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT
POPULATIONS. COMPARABILITY: THE AGE RANGE FOR THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH A SIMILAR CHART FEATURED IN PREVIOUS REPORTS. SOURCE DATA REVISIONS.
GLOBAL OVERVIEW
POTENTIAL REACH OF INSTAGRAM ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
INSTAGRAM ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

179
11 FRANCE 29,050,000 +22.3%
12 ARGENTINA 27,300,000 +16.7%
13 SPAIN 25,400,000 +16.0%
14 SOUTH KOREA 23,400,000 +21.6%
15 PHILIPPINES 20,550,000 +17.1%
16 THAILAND 20,450,000 +17.9%
17 COLOMBIA 20,000,000 +12.7%
18 CANADA 18,500,000 +16.4%
19 EGYPT 18,200,000 +18.6%
20 IRAQ 17,750,000 +26.8%
01 INDIA 326,550,000 +42.3%
03 BRAZIL 132,550,000 +16.8%
04 INDONESIA 106,000,000 +18.9%
05 TURKEY 56,350,000 +15.8%
06 JAPAN 54,650,000 +19.6%
07 MEXICO 43,750,000 +19.2%
08 GERMANY 33,750,000 +23.0%
09 UNITED KINGDOM 33,450,000 +16.3%
10 ITALY 30,250,000 +15.5%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “▲QOQ“ COLUMN
REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING
APR
2023

180
11 GUAM 77.8% 92,950
12 MONTENEGRO 77.7% 381,550
13 PANAMA 78.0% 2,400,000
14 ARGENTINA 76.8% 25,450,000
15 BRAZIL 75.4% 123,150,000
16 BARBADOS 75.2% 168,450
17 ANDORRA 75.7% 51,050
18 ICELAND 72.9% 212,650
19 SWEDEN 72.9% 6,100,000
20 KYRGYZSTAN 66.6% 2,700,000
01 BAHRAIN 91.2% 1,033,750
02 KAZAKHSTAN 89.6% 11,500,000
03 BRUNEI 86.5% 288,250
04 CYPRUS 85.9% 876,900
06 TURKEY 84.7% 52,550,000
08 KUWAIT 82.8% 2,700,000
09 URUGUAY 81.7% 2,150,000
10 CHILE 80.2% 12,300,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES BASED ON MIDPOINTS
OF PUBLISHED RANGES. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT
UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES
IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
INSTAGRAM ADULT AD REACH RATE RANKING
APR
2023

181
+0.96% 1.48 45.7% 35.7% 18.6%
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
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2022 AND 28 FEBRUARY 2023. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM
BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
APR
2023

182
0.71% 0.59% 0.58% 1.26%
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR CAROUSEL POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2022 AND 28 FEBRUARY 2023. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS
APR
2023

183
0.98% 0.68% 0.57%
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
10,000 TO 100,000 FOLLOWERS
MORE THAN 100,000 FOLLOWERS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2022 AND 28 FEBRUARY 2023. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT RATES COMPARISON
APR
2023

185
53.4% 46.6% 19.4% 20.6% 18.2%
1.09 13.6% 21.1% +3.9% +12.6%
90
SHARE: FEMALE TIKTOK AD
REACH AGED 18+ vs. OVERALL
TIKTOK AD REACH AGED 18+
SHARE: MALE TIKTOK AD
REACH AGED 18+ vs. OVERALL
TIKTOK AD REACH AGED 18+
ADOPTION: OVERALL TIKTOK
POPULATION AGED 18+
ADOPTION: FEMALE TIKTOK
POPULATION AGED 18+
ADOPTION: MALE TIKTOK
POPULATION AGED 18+
OF ADS ON TIKTOK
TIKTOK AD REACH
TIKTOK AD REACH
IN REPORTED TIKTOK AD REACH
REPORTED TIKTOK AD REACH
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES
COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN
RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
APR
2023

186
20.9%
17.0%
8.1%
4.3%
3.1%
17.5%
15.5%
7.5%
3.7%
2.4%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55+
YEARS OLD
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT
SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. SOURCE DATA REVISIONS.
GLOBAL OVERVIEW
SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
TIKTOK: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

187
110.7%
104.7%
80.6%
76.1%
70.4%
69.8%
68.9%
62.2%
58.3%
56.4%
55.3%
54.6%
52.6%
51.5%
50.0%
48.8%
46.6%
44.8%
44.4%
43.9%
42.8%
41.4%
41.3%
40.0%
39.8%
39.2%
38.8%
38.0%
37.9%
37.5%
36.7%
35.7%
35.4%
34.7%
32.0%
31.2%
30.5%
29.7%
29.5%
28.6%
26.5%
23.1%
19.9%
19.4%
12.3%
SAUDI
ARABIA
U.A.E.
MALAYSIA
CHILE
THAILAND
VIETNAM
MEXICO
ISRAEL
INDONESIA
COLOMBIA
PHILIPPINES
IRELAND
ARGENTINA
BRAZIL
TURKEY
SINGAPORE
ROMANIA
RUSSIA
SPAIN
U.S.A.
FRANCE
SWEDEN
NETHERLANDS
AUSTRALIA
NEW
ZEALAND
BELGIUM
NORWAY
PORTUGAL
U.K.
GREECE
EGYPT
ITALY
MOROCCO
CANADA
SOUTH
AFRICA
GERMANY
POLAND
SWITZERLAND
AUSTRIA
DENMARK
TAIWAN
CZECHIA
JAPAN
WORLDWIDE
SOUTH
KOREA
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE
DATA ONLY. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
TIKTOK ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

188
11 PAKISTAN 27,547,500 +66.9%
12 IRAQ 25,517,500 +6.9%
13 EGYPT 25,507,500 +7.5%
14 FRANCE 21,920,500 +4.6%
15 COLOMBIA 21,800,500 +8.4%
16 GERMANY 21,627,500 +4.7%
17 JAPAN 21,066,500 +1.8%
18 UNITED KINGDOM 20,317,500 +3.4%
19 MALAYSIA 20,077,500 +4.0%
20 PERU 18,050,500 +7.0%
02 INDONESIA 112,976,500 +2.8%
03 BRAZIL 84,137,500 +2.3%
04 MEXICO 62,445,000 +8.6%
05 RUSSIAN FEDERATION 51,246,500 -6.6%
06 VIETNAM 50,583,500 +1.4%
07 PHILIPPINES 41,430,500 -4.6%
08 THAILAND 41,066,500 +2.0%
09 TURKEY 31,033,500 +3.9%
10 SAUDI ARABIA 28,372,500 +7.5%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. TIKTOK’S TOOLS ONLY PUBLISH AD REACH DATA FOR USERS AGED 18+. ONLY INCLUDES COUNTRIES
AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“
COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USER AGE
MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+
TIKTOK AD REACH RANKING
APR
2023

189
11 PERU 76.5% 18,050,500
12 CHILE 76.1% 11,665,000
13 THAILAND 70.4% 41,066,500
14 VIETNAM 69.8% 50,583,500
15 MEXICO 68.9% 62,445,000
16 CAMBODIA 66.8% 7,423,000
17 BELARUS 63.7% 4,849,500
18 ISRAEL 62.2% 3,825,000
19 URUGUAY 58.4% 1,537,500
20 INDONESIA 58.3% 112,976,500
01 SAUDI ARABIA 110.7%* 28,372,500
02 UNITED ARAB EMIRATES 104.7%* 8,207,500
03 IRAQ 100.4%* 25,517,500
04 KUWAIT 100.3%* 3,270,500
05 QATAR 94.1% 2,093,000
06 KAZAKHSTAN 86.2% 11,058,000
07 ECUADOR 84.7% 10,648,000
08 MALAYSIA 80.6% 20,077,500
09 BAHRAIN 79.6% 901,500
10 LEBANON 79.2% 2,865,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. DOES NOT INCLUDE DOUYIN. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE
NOT AVAILABLE FOR ALL LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE
OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS,
DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
TIKTOK ADULT AD REACH RATE RANKING
APR
2023

191
44.4% 55.6% 17.6% 15.5% 19.7%
1.04 12.9% 20.0% +11.2% +3.6%
90
SHARE: FEMALE MESSENGER
MESSENGER AD REACH AGED 18+
SHARE: MALE MESSENGER
MESSENGER AD REACH AGED 18+
ADOPTION: OVERALL MESSENGER
POPULATION AGED 18+
ADOPTION: FEMALE MESSENGER
POPULATION AGED 18+
ADOPTION: MALE MESSENGER
POPULATION AGED 18+
OF ADS ON MESSENGER
MESSENGER AD REACH
MESSENGER AD REACH
IN REPORTED MESSENGER AD REACH
REPORTED MESSENGER AD REACH
SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: ADVERTISING AUDIENCE OVERVIEW
APR
2023

192
1,014
1,070 1,089
988 1,000 1,000 976
931
1,036
+5.6% +1.8% -9.3% +1.2% ≈0% -2.4% -4.6% +11.2%
2021 2021 2021 2022 2022 2022 2022 2023 2023
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK MESSENGER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
MESSENGER: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

193
1.9%
9.4%
12.9%
8.6%
5.5%
3.5%
2.2%
2.3%
13.2%
19.2%
10.7%
5.7%
3.0%
1.9%
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
GLOBAL OVERVIEW
SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

194
74.7%
74.6%
74.4%
70.4%
68.7%
66.3%
65.6%
62.4%
62.1%
57.2%
57.0%
55.8%
54.1%
53.7%
53.5%
52.6%
52.4%
51.2%
50.4%
49.5%
49.3%
49.0%
48.0%
43.5%
39.8%
37.3%
36.7%
36.4%
33.4%
32.8%
31.1%
29.1%
28.3%
26.5%
24.2%
21.0%
17.6%
14.4%
14.2%
12.6%
7.4%
6.7%
5.5%
5.2%
4.5%
2.4%
2.1%
2.0%
1.7%
0.0%
VIETNAM
U.A.E.
PHILIPPINES
NEW
ZEALAND
NORWAY
DENMARK
MEXICO
THAILAND
SWEDEN
BELGIUM
PORTUGAL
CHILE
GREECE
COLOMBIA
TAIWAN
U.K.
ROMANIA
CZECHIA
IRELAND
EGYPT
POLAND
MALAYSIA
ISRAEL
ARGENTINA
SINGAPORE
SAUDI
ARABIA
BRAZIL
ITALY
HONG
KONG
NETHERLANDS
MOROCCO
SWITZERLAND
AUSTRIA
TURKEY
SPAIN
GERMANY
WORLDWIDE
SOUTH
AFRICA
INDONESIA
INDIA
SOUTH
KOREA
KENYA
JAPAN
GHANA
NIGERIA
AUSTRALIA*
U.S.A.*
CANADA*
FRANCE*
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN COUNTRIES IDENTIFIED BY (*), WHICH MAY IMPACT POTENTIAL
REACH. VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE
MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: THE AGE RANGE FOR THIS CHART HAS CHANGED, SO VALUES
ARE NOT COMPARABLE WITH A SIMILAR CHART FEATURED IN PREVIOUS REPORTS. SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK MESSENGER ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
MESSENGER ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

195
11 COLOMBIA 21,750,000 +6.4%
12 ITALY 18,250,000 +4.0%
13 POLAND 17,650,000 +11.7%
14= IRAQ 16,650,000 +10.3%
14= TURKEY 16,650,000 +5.7%
16 ALGERIA 16,300,000 +19.9%
17 GERMANY 14,750,000 +4.2%
18 ARGENTINA 14,600,000 +3.9%
19 MYANMAR 14,350,000 +27.0%
20 PERU 14,150,000 +6.8%
01 INDIA 132,000,000 +12.3%
02 MEXICO 62,250,000 +7.8%
03 BRAZIL 61,300,000 -1.2%
04 PHILIPPINES 60,400,000 +16.2%
05 VIETNAM 57,650,000 +9.5%
06 THAILAND 38,100,000 +8.7%
07 EGYPT 36,800,000 +11.7%
08 UNITED KINGDOM 28,500,000 +6.9%
09 INDONESIA 28,300,000 +3.7%
10 BANGLADESH 25,350,000 +24.6%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. SOME MESSENGER AD FORMATS ARE
UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT THEIR RESPECTIVE RANKING. VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-
ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE REVISIONS MAY
DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
MESSENGER AD REACH RANKING
APR
2023

196
11 QATAR 74.2% 1,650,000
12 BHUTAN 70.9% 406,350
13 PHILIPPINES 74.4% 55,750,000
14 LITHUANIA 71.7% 1,600,000
15 CYPRUS 72.5% 739,350
16 CAMBODIA 70.6% 7,850,000
17 PALESTINE 78.3% 2,300,000
18 FRENCH POLYNESIA 70.8% 162,450
19 GUAM 74.3% 88,800
20 FIJI 71.5% 442,500
01 MONGOLIA 101.2%* 2,200,000
02 LIBYA 97.8% 4,450,000
03 GEORGIA 85.6% 2,400,000
04 GREENLAND 83.3% 35,500
05 FAROE ISLANDS 82.6% 33,000
06 TONGA 83.3% 53,250
07 ICELAND 79.4% 231,750
08 MALTA 74.1% 334,400
09 VIETNAM 74.7% 54,200,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. SOME MESSENGER AD FORMATS
ARE UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT RANKINGS. VALUES USE MIDPOINTS OF PUBLISHED RANGES. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST
USERS AGED 18+ WITH OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER
AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK MESSENGER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
MESSENGER ADULT AD REACH RATE RANKING
APR
2023

198
43.2% 56.8% 16.4% 11.7% 15.6%
922.3 11.5% 17.8% +2.5% +11.4%
MILLION +22 MILLION +94 MILLION
90
SHARE: FEMALE LINKEDIN
LINKEDIN AD REACH AGED 18+
SHARE: MALE LINKEDIN
LINKEDIN AD REACH AGED 18+
ADOPTION: OVERALL LINKEDIN
POPULATION AGED 18+
ADOPTION: FEMALE LINKEDIN
POPULATION AGED 18+
ADOPTION: MALE LINKEDIN
POPULATION AGED 18+
OF ADS ON LINKEDIN
LINKEDIN AD REACH
LINKEDIN AD REACH
IN REPORTED LINKEDIN AD REACH
REPORTED LINKEDIN AD REACH
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES REFLECT TOTAL REGISTERED “MEMBERS”, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER
DATA ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
APR
2023

199
746 768 790 808 828 850 857
900 922
+3.0% +2.9% +2.3% +2.4% +2.6% +0.9% +5.0% +2.5%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. IN ADDITION TO CHANGES IN USER NUMBERS, SOURCE DATA
REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, AND SUCH ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON LINKEDIN (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
LINKEDIN: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

200
9.4%
24.5%
8.4%
1.0%
11.7%
31.3%
11.7%
1.9%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE
USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN
ELSEWHERE IN THIS REPORT. SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF LINKEDIN’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
LINKEDIN: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

201
88.0%
76.8%
75.3%
73.8%
72.4%
69.9%
67.8%
67.2%
65.2%
64.2%
57.4%
57.3%
55.5%
52.7%
51.3%
51.2%
46.3%
45.1%
43.0%
39.0%
38.0%
36.0%
33.2%
31.1%
30.0%
28.9%
28.3%
27.5%
27.1%
25.6%
22.9%
22.6%
22.1%
21.6%
18.7%
17.2%
16.6%
16.4%
15.3%
12.2%
12.1%
11.9%
11.4%
10.1%
8.3%
8.1%
7.4%
7.0%
5.3%
3.3%
U.A.E.
NETHERLANDS
U.S.A.
SINGAPORE
IRELAND
CANADA
AUSTRALIA
U.K.
DENMARK
NEW
ZEALAND
SWEDEN
NORWAY
SWITZERLAND
FRANCE
BELGIUM
PORTUGAL
CHILE
HONG
KONG
SPAIN
ISRAEL
BRAZIL
ITALY
ARGENTINA
COLOMBIA
SAUDI
ARABIA
MALAYSIA
AUSTRIA
SOUTH
AFRICA
CZECHIA
GREECE
ROMANIA
TURKEY
MEXICO
GERMANY
PHILIPPINES
POLAND
MOROCCO
WORLDWIDE
TAIWAN
KENYA
EGYPT
INDONESIA
GHANA
INDIA
VIETNAM
SOUTH
KOREA
THAILAND
NIGERIA
CHINA
JAPAN
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL REGISTERED MEMBER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
GLOBAL OVERVIEW
POTENTIAL REACH OF LINKEDIN ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
LINKEDIN ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

202
11 SPAIN 17,000,000 [UNCHANGED]
12 GERMANY 15,000,000 [UNCHANGED]
13= AUSTRALIA 14,000,000 [UNCHANGED]
13= PHILIPPINES 14,000,000 +7.7%
13= TURKEY 14,000,000 +7.7%
16 COLOMBIA 12,000,000 [UNCHANGED]
17= ARGENTINA 11,000,000 [UNCHANGED]
17= NETHERLANDS 11,000,000 +10.0%
17= SOUTH AFRICA 11,000,000 [UNCHANGED]
20 PAKISTAN 9,900,000 +6.5%
01 UNITED STATES OF AMERICA 200,000,000 [UNCHANGED]
02 INDIA 100,000,000 +1.0%
03 BRAZIL 62,000,000 +5.1%
04 CHINA 60,000,000 [UNCHANGED]
05 UNITED KINGDOM 36,000,000 +2.9%
06 FRANCE 27,000,000 +3.8%
07 INDONESIA 23,000,000 [UNCHANGED]
08 CANADA 22,000,000 +4.8%
09 MEXICO 20,000,000 +5.3%
10 ITALY 18,000,000 +5.9%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
LINKEDIN RESTRICTS USE OF ITS PLATFORM TO USERS AGED 18+. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT
THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH TOTAL REGISTERED MEMBERS OR THE ACTIVE USER BASE.
COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING
APR
2023

203
11 CANADA 69.9% 22,000,000
12 ARUBA 69.3% 59,000
13 AUSTRALIA 67.8% 14,000,000
14 UNITED KINGDOM 67.2% 36,000,000
15 LUXEMBOURG 66.1% 350,000
16 DENMARK 65.2% 3,100,000
17 NEW ZEALAND 64.2% 2,600,000
18 GUAM 63.6% 76,000
19 MALTA 62.1% 280,000
20 GUERNSEY 60.6% 31,000
01 BERMUDA 104.3%* 55,000
02 CAYMAN ISLANDS 100.4%* 56,000
03 ICELAND 89.1% 260,000
05 U.S. VIRGIN ISLANDS 87.6% 67,000
06 ANDORRA 87.5% 59,000
07 NETHERLANDS 76.8% 11,000,000
08 UNITED STATES OF AMERICA 75.3% 200,000,000
09 SINGAPORE 73.8% 3,800,000
10 IRELAND 72.4% 2,800,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES BASED ON TOTAL
REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH OVERALL
POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH TOTAL REGISTERED MEMBERS OR THE ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE
MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE LINKEDIN ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
LINKEDIN ADULT AD REACH RATE RANKING
APR
2023

205
265
280
293
306
319
332
347
363
375
+5.7% +4.6% +4.4% +4.2% +4.1% +4.5% +4.6% +3.3%
JAN APR JUL OCT JAN APR JUL OCT JAN
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCE: SNAP COMPANY ANNOUNCEMENTS. COMPARABILITY: SNAP’S EARNINGS ANNOUNCEMENTS REPORT DAILY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING RESOURCES REPORT FIGURES
BASED ON MONTHLY ACTIVE USERS.
GLOBAL OVERVIEW
AVERAGE DAILY ACTIVE SNAPCHAT USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SNAPCHAT DAILY ACTIVE USERS
APR
2023
DATAREPORTAL

206
654.4 8.2% 12.6% +3.1% +11.0%
50.6% 48.7% 9.3% 9.4% 9.1%
90
SHARE: FEMALE SNAPCHAT
SNAPCHAT AD REACH AGED 18+
SHARE: MALE SNAPCHAT
SNAPCHAT AD REACH AGED 18+
ADOPTION: OVERALL SNAPCHAT
POPULATION AGED 18+
ADOPTION: FEMALE SNAPCHAT
POPULATION AGED 18+
ADOPTION: MALE SNAPCHAT
POPULATION AGED 18+
OF ADS ON SNAPCHAT
SNAPCHAT AD REACH
SNAPCHAT AD REACH
IN REPORTED SNAPCHAT AD REACH
REPORTED SNAPCHAT AD REACH
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO PUBLISHED TOTAL. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES
IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
APR
2023

207
528 514
538 557
589
617
576
635
654
-2.7% +4.7% +3.5% +5.8% +4.7% -6.7% +10.3% +3.1%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH MAY
NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND CHANGES IN THE
AVAILABILITY OF DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON SNAPCHAT (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
SNAPCHAT: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

208
10.5%
18.2%
11.3%
8.4%
2.5%
9.4%
20.4%
11.8%
5.6%
1.3%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL, SO VALUES WILL NOT SUM TO 100%. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE
MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS
REPORT. SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF SNAPCHAT’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
SNAPCHAT: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

209
74.1%
71.0%
51.6%
47.9%
46.0%
45.3%
44.4%
43.0%
34.7%
34.5%
34.2%
30.9%
30.5%
29.2%
27.7%
25.7%
21.5%
21.4%
18.5%
17.9%
17.1%
16.5%
15.7%
13.9%
13.6%
13.2%
12.8%
12.7%
11.7%
10.8%
10.6%
9.9%
9.3%
8.2%
7.9%
7.4%
7.2%
6.8%
5.6%
5.4%
5.1%
5.0%
3.8%
1.1%
0.9%
0.8%
SAUDI
ARABIA
NORWAY
DENMARK
IRELAND
SWEDEN
U.A.E.
FRANCE
NETHERLANDS
U.K.
U.S.A.
BELGIUM
NEW
ZEALAND
AUSTRALIA
CANADA
AUSTRIA
SWITZERLAND
GERMANY
SINGAPORE
MOROCCO
ISRAEL
TURKEY
EGYPT
MEXICO
POLAND
INDIA
COLOMBIA
PORTUGAL
ROMANIA
SOUTH
AFRICA
CZECHIA
NIGERIA
SPAIN
WORLDWIDE
GREECE
PHILIPPINES
KENYA
HONG
KONG
ITALY
CHILE
RUSSIA
ARGENTINA
MALAYSIA
BRAZIL
INDONESIA
JAPAN
THAILAND
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH
DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: THE AGE RANGE FOR THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH A SIMILAR CHART FEATURED IN PREVIOUS
REPORTS. SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF SNAPCHAT ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
SNAPCHAT ADVERTISING: ADULT REACH RATE
APR
2023
DATAREPORTAL

210
11 TURKEY 15,000,000 +1.4%
12 NIGERIA 13,050,000 +5.7%
13 CANADA 11,450,000 +4.1%
14 RUSSIAN FEDERATION 8,050,000 +3.2%
15 AUSTRALIA 7,950,000 +3.2%
16 PHILIPPINES 7,750,000 -11.4%
17 BRAZIL 7,350,000 -3.9%
18= ALGERIA 7,150,000 +2.9%
18= NETHERLANDS 7,150,000 +2.9%
20 COLOMBIA 6,050,000 -1.6%
01 INDIA 182,350,000 +5.7%
03 PAKISTAN 26,350,000 +2.5%
04 FRANCE 25,900,000 +2.0%
05 UNITED KINGDOM 23,150,000 +4.5%
06 SAUDI ARABIA 21,750,000 +2.8%
07 GERMANY 18,650,000 +6.9%
08 MEXICO 17,150,000 +3.6%
09 IRAQ 16,750,000 +4.0%
10 EGYPT 15,650,000 +1.6%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL
LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH
DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
APR
2023

211
12 FRANCE 44.4% 22,750,000
13 PALESTINE 42.6% 1,250,000
14 NETHERLANDS 43.0% 6,150,000
15 FINLAND 37.6% 1,700,000
16 UNITED KINGDOM 34.7% 18,600,000
17 QATAR 37.1% 825,000
18 JORDAN 37.6% 2,650,000
19 BELGIUM 34.2% 3,200,000
01 LUXEMBOURG 72.2% 382,500
02 BAHRAIN 72.8% 825,000
03 SAUDI ARABIA 74.1% 19,000,000
04 NORWAY 71.0% 3,100,000
05 KUWAIT 61.3% 2,000,000
06 IRAQ 52.9% 13,450,000
07 DENMARK 51.6% 2,450,000
08 IRELAND 47.9% 1,850,000
09 SWEDEN 46.0% 3,850,000
10 OMAN 51.5% 1,650,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR
ALL LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH OVERALL POPULATION
AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE SNAPCHAT ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
SNAPCHAT ADULT AD REACH RATE RANKING
APR
2023

!
SIGNIFICANT ANOMALIES IN
TWITTER’S PUBLISHED DATA
The potential audience reach figures published in Twitter’s own
advertising tools have included various anomalies over recent
weeks. Twitter declined requests for clarification and comment
on these anomalies, so it remains unclear whether the published
figures accurately represent Twitter’s advertising audience, or
what might have caused the apparent anomalies. As a result,
we’ve included the published figures “as is”, in order to enable
readers to form their own judgments. However, our analysis of
third-party data suggests that Twitter’s own reach figures may not
accurately represent current Twitter use or the platform’s potential
as an advertising platform, so we advise significant caution
when interpreting the data presented on the following pages.

214
372.9 4.6% -32.9% -19.8%
MILLION -183 MILLION -92 MILLION
7.2% 5.9% 35.7% 64.3%
90
TWITTER AD REACH
TWITTER AD REACH
vs. POPULATION AGED 13+
FEMALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
MALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
OF ADS ON TWITTER
TWITTER AD REACH
IN REPORTED TWITTER AD REACH
REPORTED TWITTER AD REACH
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY:
REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER
AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERING RESEARCH DATES, AND CHANGES IN
RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER
TWITTER: ADVERTISING AUDIENCE OVERVIEW
APR
2023

215
396 397
436 436
465
486
544 556
373
+0.2% +10.1% -0.0% +6.6% +4.5% +12.0% +2.1% -32.9%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON TWITTER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
TWITTER: REPORTED ADVERTISING REACH
APR
2023
SIGNIFICANT
CHANGE
TO
REPORTING
APPROACH
SIGNIFICANT
ANOMALIES
IN
SOURCE
DATA
DATAREPORTAL

216
74.1%
49.9%
46.5%
39.9%
33.7%
29.7%
27.9%
22.5%
21.9%
20.4%
20.2%
18.5%
17.1%
15.7%
15.6%
15.4%
14.7%
14.7%
14.2%
13.9%
13.9%
12.9%
12.9%
12.7%
12.6%
12.0%
12.0%
11.6%
11.5%
10.1%
9.9%
9.3%
9.2%
8.7%
8.1%
7.1%
7.0%
6.8%
6.8%
5.9%
5.1%
5.1%
3.7%
3.3%
3.1%
2.8%
2.4%
2.1%
1.3%
0.4%
0.3%
SINGAPORE
HONG
KONG
JAPAN
SAUDI
ARABIA
NETHERLANDS
IRELAND
U.K.
U.S.A.
U.A.E.
CANADA
TURKEY
SPAIN
FRANCE
AUSTRALIA
SWEDEN
PORTUGAL
NORWAY
ARGENTINA
THAILAND
CHILE
SOUTH
KOREA
TAIWAN
MALAYSIA
GERMANY
SWITZERLAND
NEW
ZEALAND
DENMARK
MEXICO
BELGIUM
AUSTRIA
ISRAEL
BRAZIL
CZECHIA
COLOMBIA
PHILIPPINES
POLAND
GREECE
ITALY
INDONESIA
WORLDWIDE
ROMANIA
SOUTH
AFRICA
EGYPT
GHANA
KENYA
VIETNAM
NIGERIA
MOROCCO
INDIA
CHINA
RUSSIA
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS
(E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE
COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF TWITTER ADS COMPARED WITH POPULATION AGED 13+
TWITTER ADVERTISING: ‘ELIGIBLE’ REACH RATE
APR
2023
DATAREPORTAL

217
11 GERMANY 9,300,000 -34.0%
12 THAILAND 8,850,000 -39.4%
13 SPAIN 7,800,000 -28.1%
14 PHILIPPINES 6,950,000 -41.1%
15 CANADA 6,850,000 -34.1%
16 SOUTH KOREA 6,500,000 -33.7%
17 ARGENTINA 5,400,000 -28.5%
18 NETHERLANDS 5,150,000 -31.8%
19 CHINA 4,950,000 -31.7%
20 SINGAPORE 4,000,000 -27.9%
01 UNITED STATES OF AMERICA 64,850,000 -32.0%
02 JAPAN 51,800,000 -23.2%
03 BRAZIL 16,600,000 -31.7%
04 UNITED KINGDOM 16,100,000 -30.5%
05 INDIA 14,950,000 -45.1%
06 INDONESIA 14,750,000 -38.5%
07 TURKEY 13,800,000 -25.6%
08 MEXICO 11,800,000 -31.4%
09 SAUDI ARABIA 11,400,000 -26.5%
10 FRANCE 9,450,000 -31.0%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINTS
OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO
DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
TWITTER AD REACH RANKING
APR
2023

218
11 ISLE OF MAN 32.0% 23,800
12 ARUBA 31.1% 28,650
14 IRELAND 29.7% 1,250,000
15 ANTIGUA & BARBUDA 28.9% 23,050
16 BAHRAIN 28.8% 352,300
17 UNITED KINGDOM 27.9% 16,100,000
18 ICELAND 27.1% 85,700
19 BAHAMAS 25.1% 87,200
20 JERSEY 24.1% 23,450
01 SINGAPORE 74.1% 4,000,000
02 ANDORRA 61.4% 44,000
03 LUXEMBOURG 55.9% 315,050
04 SEYCHELLES 51.6% 44,350
05 HONG KONG 49.9% 3,350,000
06 JAPAN 46.5% 51,800,000
07 SAUDI ARABIA 39.9% 11,400,000
08 NETHERLANDS 33.7% 5,150,000
09 GUERNSEY 33.4% 18,350
10 KUWAIT 32.4% 1,150,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINTS OF
PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO
DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TWITTER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
TWITTER ELIGIBLE AD REACH RATE RANKING
APR
2023

220
459
478
454 444 431 433 433 445 450
+4.1% -5.0% -2.2% -2.9% +0.5% 0% +2.8% +1.1%
JAN APR JUL OCT JAN APR JUL OCT JAN
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCE: PINTEREST COMPANY ANNOUNCEMENTS. COMPARABILITY: PINTEREST’S EARNINGS ANNOUNCEMENTS REPORT TOTAL MONTHLY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING
RESOURCES ONLY PUBLISH DATA FOR A SELECTION OF COUNTRIES AND TERRITORIES.
GLOBAL OVERVIEW
PINTEREST MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
PINTEREST MONTHLY ACTIVE USERS
APR
2023
DATAREPORTAL

221
79.9% 17.0% 4.6% 7.2% 1.6%
282.5 3.5% 5.5% +13.2% +20.2%
90
SHARE: FEMALE PINTEREST
PINTEREST AD REACH AGED 18+
SHARE: MALE PINTEREST
PINTEREST AD REACH AGED 18+
ADOPTION: OVERALL PINTEREST
POPULATION AGED 18+
ADOPTION: FEMALE PINTEREST
POPULATION AGED 18+
ADOPTION: MALE PINTEREST
POPULATION AGED 18+
OF ADS ON PINTEREST
PINTEREST AD REACH
PINTEREST AD REACH
IN REPORTED PINTEREST AD REACH
REPORTED PINTEREST AD REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO
AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES
IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
APR
2023

222
219 223
233 226
235
252
271
250
283
+2.0% +4.4% -3.2% +4.1% +7.1% +7.6% -7.8% +13.2%
2021 2021 2021 2022 2022 2022 2022 2023 2023
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH MAY
NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND CHANGES IN THE
AVAILABILITY OF DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON PINTEREST (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
PINTEREST: REPORTED ADVERTISING REACH
APR
2023
DATAREPORTAL

223
22.4%
25.2%
13.1%
8.4%
7.0%
3.4%
4.6%
5.7%
2.7% 2.0% 1.7%
0.9%
1.0% 1.1% 0.3% 0.2% 0.2% 0.1%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES FOR “N/A”
REPRESENT SHARE OF USERS OF “UNSPECIFIED” GENDER, AS REPORTED IN PINTEREST’S TOOLS. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY
DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. SOURCE DATA
REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF PINTEREST’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
PINTEREST: ADVERTISING AUDIENCE PROFILE
APR
2023
DATAREPORTAL

224
11 JAPAN 6,994,500 +1.0%
12 ARGENTINA 6,779,000 -4.4%
13 POLAND 6,012,500 +10.9%
14 NETHERLANDS 5,146,000 +16.2%
15 CHILE 4,855,000 +36.0%
16 AUSTRALIA 4,583,000 +33.0%
17 BELGIUM 2,827,500 +5.2%
18 ROMANIA 2,464,000 +22.9%
19 PORTUGAL 2,263,000 +9.9%
20 AUSTRIA 1,963,000 +12.6%
02 BRAZIL 34,160,000 +21.8%
03 MEXICO 23,579,500 +21.3%
04 GERMANY 16,755,500 +5.5%
05 FRANCE 12,711,500 +19.4%
06 UNITED KINGDOM 10,070,000 +32.3%
07 CANADA 9,684,000 +14.7%
08 ITALY 9,483,500 +17.4%
09 SPAIN 8,053,000 +14.9%
10 COLOMBIA 7,369,000 +23.4%
# LOCATION
TOTAL
TOTAL
REACH ▲QOQ
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL
LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA FOR FURTHER
DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
PINTEREST AD REACH RANKING
APR
2023

225
11 AUSTRIA 25.1% 1,963,000
12 PORTUGAL 24.8% 2,263,000
13 DENMARK 24.8% 1,262,000
14 FINLAND 24.3% 1,175,500
15 MEXICO 23.2% 23,579,500
16 FRANCE 23.0% 12,711,500
17 GERMANY 22.9% 16,755,500
18 SWITZERLAND 22.6% 1,727,500
19 CZECHIA 21.5% 1,952,500
20 HUNGARY 21.3% 1,900,500
01 NETHERLANDS 33.7% 5,146,000
02 GUAM 32.1% 43,000
04 CHILE 29.4% 4,855,000
05 CANADA 28.9% 9,684,000
06 BELGIUM 28.2% 2,827,500
07 U.S. VIRGIN ISLANDS 27.2% 22,500
08 LUXEMBOURG 26.4% 149,000
09 PUERTO RICO 26.3% 759,500
10 MALTA 25.8% 122,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES IN THE “REACH vs. POP. 13+” COLUMN COMPARE TOTAL REACH WITH THE OVERALL POPULATION AGED 13+. ADVISORY:
REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING
RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: SOURCE REVISIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE PINTEREST ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
PINTEREST ELIGIBLE AD REACH RATE RANKING
APR
2023

227
2 24.9% 31.9% 46.6% 53.4%
BILLION
GLOBAL
MONTHLY ACTIVE
WHATSAPP USERS
MONTHLY ACTIVE
WHATSAPP USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
WHATSAPP USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WHATSAPP USE
WHATSAPP OVERVIEW
APR
2023

228
1.31 16.4% 20.9% 47.8% 52.2%
BILLION
COMBINED GLOBAL
MONTHLY ACTIVE USERS
OF WECHAT AND WEIXIN
MONTHLY ACTIVE WECHAT
AND WEIXIN USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE WECHAT
AND WEIXIN USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: TENCENT EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WECHAT AND WEIXIN USE
WECHAT OVERVIEW
APR
2023

229
730.0 9.1% 47.8% 52.2%
MILLION
DAILY ACTIVE
DOUYIN USERS
DAILY ACTIVE
DOUYIN USERS vs.
TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. NOTE: BOTH DOUYIN
AND TIKTOK ARE OWNED BY BYTEDANCE, AND THERE ARE MANY SIMILARITIES BETWEEN THE TWO PLATFORMS, BUT THE COMPANY OPERATES THEM AS SEPARATE ENTITIES, AND REPORTS DISTINCT USER
FIGURES FOR EACH PLATFORM.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR DOUYIN USE
DOUYIN OVERVIEW
APR
2023

230
700 8.7% 11.9% 41.8% 58.2%
MILLION
GLOBAL
MONTHLY ACTIVE
TELEGRAM USERS
MONTHLY ACTIVE
TELEGRAM USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
TELEGRAM USERS vs.
POPULATION AGED 16+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR TELEGRAM USE
TELEGRAM OVERVIEW
APR
2023

231
640.0 8.0% 46.8% 53.2%
MILLION
MONTHLY ACTIVE
KUAISHOU USERS
MONTHLY ACTIVE
KUAISHOU USERS vs.
TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR KUAISHOU USE
KUAISHOU OVERVIEW
APR
2023

232
586 7.3% 9.5% 49.0% 51.0%
MILLION
MONTHLY
ACTIVE SINA
WEIBO USERS
MONTHLY ACTIVE
SINA WEIBO USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
SINA WEIBO USERS vs.
POPULATION AGED 14+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: SINA CORP EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR SINA WEIBO USE
SINA WEIBO OVERVIEW
APR
2023

233
572.1 7.1% 9.1% 47.2% 52.8%
MILLION
GLOBAL MONTHLY ACTIVE
QQ USERS ACCESSING
VIA SMART DEVICES
MONTHLY ACTIVE SMART
DEVICE QQ USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE SMART
DEVICE QQ USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: TENCENT EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. NOTE: DATA IS ONLY
AVAILABLE FOR “SMART DEVICE” USE; TOTAL ACTIVE USER BASE MAY BE HIGHER.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QQ USE
QQ OVERVIEW
APR
2023

234
57 0.7% 0.9% 35.7% 64.3%
MILLION
DAILY ACTIVE
REDDIT USERS
DAILY ACTIVE
REDDIT USERS vs.
TOTAL POPULATION
DAILY ACTIVE
REDDIT USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: NOTE
THAT THE ACTIVE USER FIGURES SHOWN HERE REPRESENT DAILY ACTIVE REDDIT USERS, AS OPPOSED TO THE MONTHLY ACTIVE USER FIGURES THAT WE PUBLISH FOR MOST OTHER SOCIAL MEDIA PLATFORMS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR REDDIT USE
REDDIT OVERVIEW
APR
2023

235
300 3.7% 4.8% 42.0% 58.0%
MILLION
MONTHLY ACTIVE
QUORA USERS
MONTHLY ACTIVE
QUORA USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
QUORA USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q4 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY:
QUORA HAS NOT PUBLISHED ANY UPDATES TO ITS MONTHLY ACTIVE USER FIGURE IN THE PAST 12 MONTHS, SO FIGURES SHOWN HERE MAY BE LESS REPRESENTATIVE OF CURRENT AUDIENCES COMPARED
WITH FIGURES FOR OTHER PLATFORMS FEATURED IN THIS REPORT.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QUORA USE
QUORA OVERVIEW
APR
2023

236
150 1.9% 2.4% 32.3% 67.7%
MILLION
MONTHLY ACTIVE
DISCORD USERS
MONTHLY ACTIVE
DISCORD USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
DISCORD USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR DISCORD USE
DISCORD OVERVIEW
APR
2023

238
8.48 +2.1% 7.49 88.3%
BILLION +174 MILLION BILLION
5.48 68.3% +2.9% 1.55
BILLION +152 MILLION
NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
(ANY TYPE OF HANDSET)
UNIQUE MOBILE
SUBSCRIBERS AS A PERCENTAGE
OF TOTAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
AVERAGE NUMBER OF
MOBILE CONNECTIONS PER
UNIQUE MOBILE SUBSCRIBER
CELLULAR MOBILE
CONNECTIONS
(EXCLUDING IOT)
ANNUAL CHANGE IN THE
NUMBER OF CELLULAR
CONNECTIONS (EX. IOT)
TOTAL NUMBER OF
BROADBAND MOBILE
CONNECTIONS
NUMBER OF BROADBAND MOBILE
CONNECTIONS AS A PERCENTAGE
OF TOTAL MOBILE CONNECTIONS
SOURCE: GSMA INTELLIGENCE. NOTES: CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. CONNECTION FIGURES MAY EXCEED
FIGURES FOR POPULATION AND UNIQUE SUBSCRIBERS DUE TO MULTIPLE CONNECTIONS PER PERSON. COMPARABILITY: REGULAR BASE REVISIONS. FIGURES SHOWN HERE MAY NOT CORRELATE WITH
FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
ADOPTION AND USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS
MOBILE CONNECTIVITY
APR
2023

239
5,119 5,172 5,224 5,275 5,327 5,367 5,406 5,443 5,479
+1.0% +1.0% +1.0% +1.0% +0.7% +0.7% +0.7% +0.7%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCE: GSMA INTELLIGENCE. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF UNIQUE INDIVIDUALS (IN MILLIONS) SUBSCRIBING TO MOBILE CELLULAR PLANS
UNIQUE MOBILE SUBSCRIBERS OVER TIME
APR
2023
DATAREPORTAL

240
GSMA INTELLIGENCE DATA ERICSSON DATA
6.30 8.55
BILLION BILLION
5.48 8.48
BILLION BILLION
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
SOURCES: GSMA INTELLIGENCE; ERICSSON MOBILITY VISUALIZER. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERSPECTIVES ON THE ADOPTION AND USE OF MOBILE TECHNOLOGIES
MOBILE SUBSCRIBERS vs. CELLULAR CONNECTIONS
APR
2023

241
8,045 8,128 8,176 8,260 8,310 8,341 8,399 8,446 8,484
+1.0% +0.6% +1.0% +0.6% +0.4% +0.7% +0.6% +0.4%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF MOBILE CELLULAR CONNECTIONS (IN MILLIONS) OVER TIME
CELLULAR MOBILE CONNECTIONS OVER TIME
APR
2023
DATAREPORTAL

242
80.7% 14.2% 5.1%
6.9 BILLION CONNECTIONS 1.2 BILLION CONNECTIONS 433 MILLION CONNECTIONS
SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
ASSOCIATED WITH
FEATURE PHONES
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
EACH DEVICE TYPE’S SHARE OF CELLULAR CONNECTIONS (EXCLUDING IOT)
CONNECTED MOBILE DEVICES
APR
2023

243
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
58.44
66.14
72.20
77.81
84.16
92.75
100.42
107.58
118.21
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
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Q4
2022
MONTHLY CELLULAR DATA CONSUMED BY
THE AVERAGE SMARTPHONE WORLDWIDE: 19.1 GB
SOURCE: ERICSSON MOBILE VISUALIZER. NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC FOR EACH QUARTER, IN EXABYTES (BILLIONS OF
GIGABYTES) PER MONTH. VALUES INCLUDE TRAFFIC GENERATED BY FIXED WIRELESS ACCESS (FWA) SERVICES. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
MONTHLY AVERAGE GLOBAL MOBILE NETWORK DATA TRAFFIC (UPLOAD AND DOWNLOAD) IN EXABYTES (BILLIONS OF GIGABYTES)
CELLULAR DATA TRAFFIC
APR
2023
DATAREPORTAL

244
70.88% 28.42% 0.36% 0.12% 0.22%
-1.1% (-82 BPS) +3.1% (+85 BPS) -14.3% (-6 BPS) -14.3% (-2 BPS) +29.4% (+5 BPS)
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM ANDROID DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM APPLE IOS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING FROM
SAMSUNG OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM KAI OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM OTHER OS DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF
WEB PAGES SERVED TO MOBILE BROWSERS IN MARCH 2023. 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. 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN MARCH 2023
SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS
APR
2023

245
52.6%
50.9%
50.5%
43.8%
43.7%
41.3%
40.7%
40.0%
39.7%
39.1%
39.0%
38.8%
38.3%
37.9%
37.2%
36.8%
35.7%
35.3%
35.3%
34.9%
34.5%
34.3%
34.1%
34.0%
33.6%
33.5%
33.5%
32.4%
32.3%
31.6%
29.6%
29.4%
29.0%
28.5%
27.1%
27.0%
26.6%
26.4%
26.0%
25.7%
24.3%
23.6%
23.6%
23.3%
21.7%
19.8%
19.2%
18.5%
17.6%
16.9%
10.3%
PHILIPPINES
SOUTH
AFRICA
NIGERIA
KENYA
U.A.E.
COLOMBIA
INDONESIA
INDIA
U.S.A.
VIETNAM
TURKEY
CHILE
NEW
ZEALAND
BRAZIL
PORTUGAL
GREECE
SAUDI
ARABIA
IRELAND
MEXICO
WORLDWIDE
GHANA
U.K.
AUSTRALIA
CHINA
EGYPT
CANADA
SWEDEN
SWITZERLAND
MALAYSIA
DENMARK
FRANCE
ROMANIA
SPAIN
ARGENTINA
THAILAND
GERMANY
AUSTRIA
NORWAY
BELGIUM
SINGAPORE
ITALY
NETHERLANDS
TAIWAN
HONG
KONG
ISRAEL
POLAND
MOROCCO
RUSSIA
CZECHIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
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
APR
2023
DATAREPORTAL

246
40.4% 39.8%
36.4%
31.1%
27.8%
34.6% 35.7% 35.0%
31.6%
26.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
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
APR
2023
DATAREPORTAL

247
38.2 +2.4% $33.7 +4.4% $4.88
BILLION BILLION
NUMBER OF MOBILE
APP DOWNLOADS
MOBILE APP DOWNLOADS
CONSUMER SPEND
ON MOBILE APPS (USD)
YEAR-ON-YEAR CHANGE
IN CONSUMER APP SPEND
AVERAGE CONSUMER APP
SPEND PER HANDSET (USD)
SOURCES: DATA.AI INTELLIGENCE (SEE DATA.AI FOR MORE DETAILS); ERICSSON MOBILITY VISUALIZER; KEPIOS ANALYSIS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE
PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN 01 JANUARY AND 31 MARCH 2023. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND
ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: FIGURE FOR “AVERAGE CONSUMER APP SPEND PER
HANDSET” USES DATA FROM MULTIPLE SOURCES.
GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND BETWEEN 01 JANUARY AND 31 MARCH 2023, BASED ON DATA FROM DATA.AI
MOBILE APP MARKET OVERVIEW: DATA.AI
APR
2023

248
01 YOUTUBE
02 GOOGLE
03 CHROME BROWSER
04 FACEBOOK
05 WHATSAPP
06 GOOGLE MAPS
07 GMAIL
08 INSTAGRAM
09 FACEBOOK MESSENGER
10 GOOGLE PHOTOS
01 YOUTUBE
02 FACEBOOK
03 WHATSAPP
04 TIKTOK1
05 INSTAGRAM
06 CHROME BROWSER
07 SAMSUNG TOUCHWIZ HOME
08 PHONE BY GOOGLE
10 GOOGLE
01 YOUTUBE
02 GOOGLE
03 CHROME BROWSER
04 FACEBOOK
05 WHATSAPP
06 GOOGLE MAPS
07 GMAIL
08 INSTAGRAM
10 GOOGLE PHOTOS
# MOBILE APP # MOBILE APP # MOBILE APP
RANKED BY NUMBER OF MONTHLY ACTIVE USERS RANKED BY TOTAL USAGE TIME RANKED BY USAGE PENETRATION RANK
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKS BASED ON WORLDWIDE COMBINED ACTIVITY ACROSS IPHONE AND ANDROID DEVICES BETWEEN
01 JANUARY AND 31 MARCH 2023. RANKING BY MONTHLY ACTIVE USERS INCLUDES PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). DOES NOT INCLUDE DATA FOR
CHINA. COMPARABILITY: (1) VALUES FOR “TIKTOK” MAY INCLUDE ACTIVITY RELATING TO DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS BY DIFFERENT ACTIVE USE METRICS BETWEEN 01 JANUARY AND 31 MARCH 2023
MOBILE APPS: MOST USED GLOBAL APPS
APR
2023

249
01 ROBLOX
02 FREE FIRE
03 CANDY CRUSH SAGA
04 SUBWAY SURFERS
05 MINECRAFT POCKET EDITION
06 MOBILE LEGENDS: BANG BANG
07 STUMBLE GUYS
08 LUDO KING
09 FIFA SOCCER
10 PUBG MOBILE
01 ROBLOX
03 FREE FIRE
04 CANDY CRUSH SAGA
05 PUBG MOBILE
07 FIFA SOCCER
08 ARENA OF VALOR
09 CLASH OF CLANS
10 CALL OF DUTY: MOBILE
01 ROBLOX
02 FREE FIRE
03 CANDY CRUSH SAGA
04 SUBWAY SURFERS
07 STUMBLE GUYS
08 LUDO KING
09 FIFA SOCCER
10 PUBG MOBILE
# MOBILE GAME # MOBILE GAME # MOBILE GAME
RANKED BY NUMBER OF MONTHLY ACTIVE USERS RANKED BY TOTAL USAGE TIME RANKED BY USAGE PENETRATION RANK
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKS BASED ON WORLDWIDE COMBINED ACTIVITY ACROSS IPHONE AND ANDROID DEVICES BETWEEN
01 JANUARY AND 31 MARCH 2023. DOES NOT INCLUDE DATA FOR CHINA
GLOBAL OVERVIEW
RANKING OF MOBILE GAMES BY DIFFERENT ACTIVE USE METRICS BETWEEN 01 JANUARY AND 31 MARCH 2023
MOBILE APPS: MOST USED GLOBAL GAMES
APR
2023

250
01 SUBWAY SURFERS SYBO
02 FREE FIRE SEA
03 CANDY CRUSH SAGA ACTIVISION BLIZZARD
04 ROBLOX ROBLOX
05 LUDO KING GAMETION
06 FIFA SOCCER ELECTRONIC ARTS
07 ATTACK HOLE HOMA
08 GARDENSCAPES – NEW ACRES PLAYRIX
09 GOING BALLS UNITY TECHNOLOGIES
10 FOOTBALL LEAGUE 2023 MOBILE SOCCER
01 TIKTOK1
BYTEDANCE
02 INSTAGRAM META
03 FACEBOOK META
04 WHATSAPP META
05 CAPCUT BYTEDANCE
06 SNAPCHAT SNAP
07 TELEGRAM TELEGRAM
08 FACEBOOK MESSENGER META
09 WHATSAPP BUSINESS META
10 SPOTIFY SPOTIFY
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
01 JANUARY AND 31 MARCH 2023. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT FIGURES FOR TIKTOK
AND DOUYIN ARE SEPARATED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN 01 JANUARY AND 31 MARCH 2023
APP RANKING: DOWNLOADS
APR
2023

251
01 HONOR OF KINGS TENCENT
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 GENSHIN IMPACT MIHOYO
04 ROBLOX ROBLOX
05 COIN MASTER MOON ACTIVE
06 GAME FOR PEACE TENCENT
07 ROYAL MATCH DREAM GAMES
08 POKÉMON GO NIANTIC
09 GARDENSCAPES – NEW ACRES PLAYRIX
10 UMA MUSUME PRETTY DERBY CYBERAGENT
01 TIKTOK1
BYTEDANCE
02 YOUTUBE GOOGLE
03 DISNEY+ DISNEY
04 TINDER MATCH GROUP
05 GOOGLE ONE GOOGLE
06 HBO MAX WARNER MEDIA
07 PICCOMA KAKAO PICCOMA CORP.
08 BUMBLE BUMBLE
09 AUDIBLE AMAZON
10 LINKEDIN MICROSOFT
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
01 JANUARY AND 31 MARCH 2023. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES,
AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT FIGURES FOR TIKTOK AND DOUYIN ARE SEPARATED
ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN 01 JANUARY AND 31 MARCH 2023
APP RANKING: CONSUMER SPEND
APR
2023

252
01 GOOGLE TEXT-TO-SPEECH
02 GOOGLE MESSENGER
03 TIKTOK1
04 CAPCUT
05 PHONE BY GOOGLE
06 INSTAGRAM
07 CONTACTS BY GOOGLE
08 SPOTIFY
09 CHROME BROWSER
10 FACEBOOK
01 VOLD SPEED
02 MAXSPEEDIFY–UNLIMITED&EASY
03 IRONMETA ONE
04 VIDEO DOWNLOADER - SOCIAL VIDEO…
05 FLY PROXY
06 WHATSAPP
07 CYBER PROXY – SAFE AND STABLE
08 CAPCUT
09 LEAP PROXY–HIGH SPEED NETWORK
10 SMART BOOST: PHONE CLEANER
01 TIKTOK1
02 PICCOMA
03 GOOGLE ONE
04 HBO MAX
05 DUOLINGO: LEARN LANGUAGES
06 LINE MANGA
07 PARAMOUNT+
08 F1 TV
09 AUDIBLE
10 MYFITNESSPAL
# MOBILE APP # MOBILE APP # MOBILE APP
BREAKOUT MOBILE APPS BY MONTHLY ACTIVE USERS BREAKOUT MOBILE APPS BY DOWNLOADS BREAKOUT MOBILE APPS BY CONSUMER SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: INCLUDES PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID; SAFARI ON IOS). MONTHLY ACTIVE USER RANK BASED ON WORLDWIDE,
COMBINED DATA FOR IPHONE AND ANDROID PHONE, EXCLUDING CHINA. DOWNLOAD AND CONSUMER SPEND RANKINGS BASED ON DATA FROM THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT
FOR CHINA, WHICH USES DATA FOR THE IOS APP STORE ONLY. COMPARABILITY: (1) VALUES FOR TIKTOK MAY INCLUDE DOUYIN. NOTE THAT FIGURES FOR TIKTOK AND DOUYIN ARE SEPARATED ELSEWHERE IN
THIS REPORT.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS WITH THE MOST SIGNIFICANT QUARTERLY GROWTH BY METRIC BETWEEN 01 JANUARY AND 31 MARCH 2023
MOBILE APPS: TOP BREAKOUT APPS
APR
2023

253
01
02
03
04
05
06
07
08
09
10
01 蛋仔派对
02 GARDENSCAPES – NEW ACRES
03 UMA MUSUME PRETTY DERBY
04 长安幻想
05 LINEAGE M
06 CANDY CRUSH SAGA
07 DRAGON BALL Z DOKKAN BATTLE
08 ROYAL MATCH
09 CROSSFIRE
10 HEAVEN BURNS RED (ヘ
ブンバー
ンズレ
ッ
ド)
01 ATTACK HOLE
02 BLOCK BLAST ADVENTURE MASTER
03 STREET FIGHTER: DUEL
04 MAKEOVER & MAKEUP ASMR
05 MAKEOVER SALON: MAKEUP ASMR
06 MOB CONTROL
07 SNAKE RUN RACE • 3D RUNNING GAME
08 FOOTBALL LEAGUE 2023
09 ROYAL MATCH
10 GARDENSCAPES – NEW ACRES
01 ATTACK HOLE
02 FIFA SOCCER
03 CHESS.COM
04 ROBLOX
05 FROZEN CITY
06 CAT SNACK BAR
07 RAGDOLL PLAYGROUND
08 ROYAL MATCH
10 DRAW ACTION
# MOBILE GAME # MOBILE GAME # MOBILE GAME
BREAKOUT MOBILE GAMES BY MONTHLY ACTIVE USERS BREAKOUT MOBILE GAMES BY DOWNLOADS BREAKOUT MOBILE GAMES BY CONSUMER SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: MONTHLY ACTIVE USER RANK BASED ON WORLDWIDE, COMBINED DATA FOR IPHONE AND ANDROID PHONE, EXCLUDING CHINA.
DOWNLOAD AND CONSUMER SPEND RANKINGS BASED ON DATA FROM THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHICH USES DATA FOR THE IOS APP STORE ONLY.
GLOBAL OVERVIEW
RANKING OF MOBILE GAMES WITH THE MOST SIGNIFICANT QUARTERLY GROWTH BY METRIC BETWEEN 01 JANUARY AND 31 MARCH 2023
MOBILE APPS: TOP BREAKOUT MOBILE GAMES
APR
2023

255
55.5% 27.1% 11.7% 21.2% 15.8%
PURCHASED A PRODUCT
OR SERVICE ONLINE
ORDERED GROCERIES
VIA AN ONLINE STORE
BOUGHT A SECOND-HAND
ITEM VIA AN ONLINE STORE
USED AN ONLINE PRICE
COMPARISON SERVICE
USED A BUY NOW,
PAY LATER SERVICE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES
APR
2023

256
64.7%
64.0%
63.9%
62.4%
61.3%
60.7%
60.4%
60.0%
59.2%
59.1%
59.0%
58.9%
58.7%
58.3%
57.7%
57.6%
57.5%
57.1%
56.4%
56.2%
55.5%
52.6%
52.4%
52.3%
52.1%
52.1%
51.4%
51.2%
50.4%
50.0%
49.5%
49.3%
49.3%
48.8%
48.6%
48.3%
47.6%
46.9%
45.6%
45.4%
44.8%
44.5%
43.1%
43.0%
42.8%
42.3%
39.5%
38.4%
33.8%
24.7%
24.0%
SOUTH
KOREA
TURKEY
THAILAND
MEXICO
CHILE
U.K.
MALAYSIA
INDONESIA
SINGAPORE
CHINA
U.A.E.
GREECE
POLAND
INDIA
U.S.A.
BRAZIL
PHILIPPINES
CZECHIA
TAIWAN
VIETNAM
WORLDWIDE
SPAIN
AUSTRALIA
SAUDI
ARABIA
FRANCE
IRELAND
SWEDEN
NORWAY
ARGENTINA
COLOMBIA
NETHERLANDS
CANADA
NEW
ZEALAND
HONG
KONG
ISRAEL
ITALY
PORTUGAL
NIGERIA
RUSSIA
DENMARK
ROMANIA
SOUTH
AFRICA
SWITZERLAND
JAPAN
BELGIUM
GERMANY
KENYA
AUSTRIA
EGYPT
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
APR
2023
DATAREPORTAL

257
53.6%
60.4% 60.2%
56.3%
52.7%
49.7%
56.0% 56.5% 55.3%
51.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
APR
2023
DATAREPORTAL

258
50.8%
38.7%
31.4%
30.8%
27.7%
27.6%
24.5%
21.3%
17.8%
17.0%
16.5%
13.7%
13.1%
12.9%
12.3%
FREE DELIVERY
COUPONS AND DISCOUNTS
REVIEWS FROM OTHER CUSTOMERS
EASY RETURNS POLICY
NEXT-DAY DELIVERY
QUICK AND EASY ONLINE CHECKOUT PROCESS
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, INTEREST-FREE
ABILITY TO PAY WITH CASH ON DELIVERY
CLICK AND COLLECT DELIVERY
EXCLUSIVE CONTENT OR SERVICES
“GUEST” CHECKOUT
LIVE-CHAT BOX TO SPEAK TO COMPANY
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE
ONLINE PURCHASE DRIVERS
APR
2023
DATAREPORTAL

259
11 AJIO SHOPPING APP RELIANCE INDUSTRIES
12 TOKOPEDIA GOTO GROUP
13 WALMART WALMART
14 LIDL PLUS LIDL
15 SHOPSY WALMART
16 WILDBERRIES WILDBERRIES
17 OLX NASPERS
18 ALIEXPRESS RUSSIA ALIBABA
19 OZON OZON
20 ALIBABA.COM ALIBABA
01 AMAZON AMAZON
02 SHOPEE SEA
03 FLIPKART WALMART
04 LAZADA ALIBABA
05 SHEIN SHEIN
06 MEESHO MEESHO
07 ALIEXPRESS ALLIBABA
08 MERCADO LIBRE MERCADO LIBRE
09 EBAY EBAY
10 MYNTRA MYNTRA
# SHOPPING APP COMPANY # SHOPPING APP COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: BASED ON APPS WITH A PRIMARY OR SECONDARY DATA.AI APP IQ CATEGORISATION OF “SHOPPING”, OR “MALLS & SHOPPING
CENTRES”, “RETAILER STORE”, OR “SUPERMARKET & CONVENIENCE STORE” WITHIN THE “LIFESTYLE” CATEGORY. ONLY INCLUDES MOBILE APPS WHICH FOCUS PRIMARILY ON PROVIDING ONLINE SHOPPING
SERVICES; EXCLUDES FINANCE APPS. DOES NOT INCLUDE USERS WHO ACCESS MERCHANTS’ PLATFORMS OR SERVICES VIA DEVICES OTHER THAN MOBILE PHONES. RANKINGS BASED ON COMBINED,
WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES BETWEEN 01 JANUARY AND 31 MARCH 2023, EXCLUDING CHINA.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS IN THE SHOPPING CATEGORY, BASED ON GLOBAL MONTHLY ACTIVE USERS BETWEEN 01 JANUARY AND 31 MARCH 2023
MOST USED MOBILE SHOPPING APPS
APR
2023

260
42.7%
42.5%
41.7%
36.7%
36.6%
35.4%
33.4%
32.4%
31.3%
29.3%
28.7%
27.2%
27.1%
26.9%
26.8%
26.4%
26.3%
26.1%
24.8%
24.7%
23.4%
22.7%
22.0%
21.8%
21.6%
21.3%
19.6%
19.4%
18.8%
17.8%
17.2%
16.4%
16.4%
16.2%
16.1%
16.0%
15.9%
15.8%
15.0%
14.4%
14.2%
14.2%
14.1%
13.5%
11.8%
11.5%
11.4%
11.1%
11.0%
9.5%
6.4%
SOUTH
KOREA
TURKEY
THAILAND
MEXICO
U.A.E.
INDONESIA
INDIA
CHILE
GREECE
CHINA
SAUDI
ARABIA
MALAYSIA
WORLDWIDE
SINGAPORE
TAIWAN
U.K.
NIGERIA
BRAZIL
U.S.A.
COLOMBIA
ARGENTINA
VIETNAM
AUSTRALIA
FRANCE
SOUTH
AFRICA
HONG
KONG
PHILIPPINES
ISRAEL
NETHERLANDS
SPAIN
POLAND
NEW
ZEALAND
SWEDEN
EGYPT
RUSSIA
ROMANIA
CANADA
GERMANY
SWITZERLAND
BELGIUM
CZECHIA
JAPAN
IRELAND
AUSTRIA
KENYA
NORWAY
DENMARK
ITALY
PORTUGAL
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
APR
2023
DATAREPORTAL

261
26.4%
32.2%
30.9%
27.9%
23.5%
23.0%
27.6% 27.9%
25.1%
21.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
APR
2023
DATAREPORTAL

262
77.9%
77.7%
75.0%
74.9%
74.4%
74.3%
73.3%
73.2%
73.0%
72.5%
72.4%
71.8%
70.5%
70.1%
70.0%
69.2%
69.1%
68.4%
68.2%
68.1%
67.6%
67.2%
66.0%
65.9%
65.8%
65.5%
65.5%
65.4%
64.9%
64.3%
64.2%
63.8%
62.1%
61.6%
61.2%
61.0%
60.4%
59.7%
59.1%
57.6%
57.1%
57.0%
55.8%
55.5%
52.8%
52.4%
47.7%
45.9%
42.2%
40.5%
30.3%
MEXICO
NORWAY
CHILE
INDIA
BRAZIL
VIETNAM
U.S.A.
CHINA
DENMARK
KENYA
SWEDEN
AUSTRALIA
ARGENTINA
NEW
ZEALAND
IRELAND
GERMANY
MOROCCO
SOUTH
AFRICA
NETHERLANDS
WORLDWIDE
U.A.E.
CANADA
SAUDI
ARABIA
AUSTRIA
U.K.
INDONESIA
PHILIPPINES
COLOMBIA
THAILAND
NIGERIA
TURKEY
SPAIN
MALAYSIA
SINGAPORE
HONG
KONG
SWITZERLAND
POLAND
ITALY
GHANA
FRANCE
SOUTH
KOREA
TAIWAN
PORTUGAL
BELGIUM
EGYPT
ISRAEL
ROMANIA
GREECE
CZECHIA
JAPAN
RUSSIA
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “DIGITAL CONTENT”
INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS
AND MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA
POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES
APR
2023
DATAREPORTAL

263
69.4%
72.4%
67.1%
59.6%
47.2%
76.4% 76.7%
71.3%
62.3%
52.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “DIGITAL CONTENT”
INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS
AND MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES. COMPARABILITY: REVISIONS TO GWI’S SURVEY METHODOLOGY MEAN THAT DATA
POINTS ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
APR
2023
DATAREPORTAL

264
29.9%
23.0%
17.3%
16.2%
15.4%
14.8%
11.4%
10.1%
9.6%
9.3%
8.0%
7.8%
6.9%
6.8%
5.2%
MOVIE OR TV STREAMING SERVICE
MUSIC STREAMING SERVICE
MUSIC DOWNLOAD
MOBILE APP
MOBILE GAME
MOVIE OR TV DOWNLOAD
STUDY PROGRAMS AND LEARNING MATERIALS
E-BOOK
NEWS SERVICE
IN-APP PURCHASES
SOFTWARE PACKAGE
PREMIUM WEB SERVICE
ONLINE MAGAZINE SUBSCRIPTION
DIGITAL GIFTS
DATING SERVICE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH TYPE OF DIGITAL CONTENT EACH MONTH
APR
2023
DATAREPORTAL

265
40.2%
40.2%
36.6%
32.1%
30.5%
30.3%
30.2%
29.0%
29.0%
28.5%
28.3%
28.2%
27.9%
27.2%
25.1%
24.8%
24.6%
23.7%
23.7%
23.2%
22.9%
22.6%
22.5%
22.3%
21.8%
21.7%
21.5%
21.5%
21.4%
21.3%
21.2%
20.9%
20.9%
20.7%
20.1%
19.7%
17.8%
16.8%
16.5%
16.3%
16.0%
15.6%
14.7%
14.4%
13.9%
12.9%
12.6%
10.8%
10.2%
9.1%
8.0%
HONG
KONG
TAIWAN
DENMARK
SINGAPORE
BRAZIL
IRELAND
THAILAND
INDIA
SAUDI
ARABIA
U.K.
SOUTH
KOREA
AUSTRALIA
U.S.A.
U.A.E.
CZECHIA
GERMANY
MALAYSIA
AUSTRIA
SWEDEN
SWITZERLAND
WORLDWIDE
ISRAEL
ROMANIA
CHINA
POLAND
NEW
ZEALAND
INDONESIA
SPAIN
PORTUGAL
KENYA
NETHERLANDS
CHILE
VIETNAM
CANADA
PHILIPPINES
SOUTH
AFRICA
JAPAN
MEXICO
GREECE
COLOMBIA
ARGENTINA
ITALY
FRANCE
NIGERIA
NORWAY
BELGIUM
RUSSIA
EGYPT
TURKEY
GHANA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
APR
2023
DATAREPORTAL

266
20.9%
24.2% 23.5%
20.5%
17.1%
21.8%
24.9% 25.3%
24.2%
21.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
APR
2023
DATAREPORTAL

268
31.0%
30.4%
27.2%
26.8%
24.6%
22.9%
22.2%
22.1%
21.7%
21.5%
20.7%
20.5%
18.2%
16.5%
16.5%
SEARCH ENGINES
ADS ON TV
WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS AND FAMILY
ADS ON SOCIAL MEDIA
BRAND AND PRODUCT WEBSITES
TV SHOWS AND FILMS
ADS ON WEBSITES
ONLINE RETAIL WEBSITES
RECOMMENDATIONS AND COMMENTS ON SOCIAL MEDIA
CONSUMER REVIEW SITES
IN-STORE PRODUCT DISPLAYS OR PROMOTIONS
ADS IN MOBILE OR TABLET APPS
PRODUCT COMPARISON WEBSITES
ADS BEFORE ONLINE VIDEOS OR TV SHOWS START TO PLAY
PRODUCT SAMPLES OR TRIALS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM
SOURCES OF BRAND DISCOVERY
APR
2023
DATAREPORTAL

269
TV ADS 38.2%
SEARCH ENGINES 35.1%
WORD-OF-MOUTH 34.1%
IN-STORE PROMOS 25.8%
BRAND WEBSITES 23.2%
RETAIL WEBSITES 22.6%
TV SHOWS & FILMS 21.9%
CONSUMER REVIEW SITES 21.2%
SOCIAL MEDIA ADS 20.6%
WEB ADS 20.2%
TV ADS 34.1%
WORD-OF-MOUTH 30.6%
IN-STORE PROMOS 23.4%
WEB ADS 22.6%
TV ADS 30.5%
WORD-OF-MOUTH 27.2%
WEB ADS 22.8%
SOCIAL MEDIA COMMENTS 22.7%
TV ADS 28.2%
WORD-OF-MOUTH 25.5%
WEB ADS 22.3%
ADS IN MOBILE APPS 22.0%
TV ADS 26.6%
WORD-OF-MOUTH 23.5%
ADS IN MOBILE APPS 22.7%
WEB ADS 22.3%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM
SOURCES OF BRAND DISCOVERY
APR
2023

270
70.3%
70.2%
67.6%
65.2%
64.4%
62.1%
61.6%
61.0%
60.7%
60.6%
59.5%
57.9%
57.7%
57.1%
56.8%
56.7%
56.6%
55.9%
54.8%
54.4%
54.4%
54.3%
54.3%
53.8%
53.7%
53.3%
52.8%
52.7%
52.3%
52.1%
52.0%
51.8%
51.8%
50.7%
50.6%
50.5%
50.5%
49.9%
49.0%
48.9%
48.7%
48.2%
48.0%
47.8%
47.2%
44.4%
43.8%
41.3%
41.0%
36.0%
29.3%
BRAZIL
INDONESIA
TURKEY
GREECE
PHILIPPINES
SOUTH
KOREA
PORTUGAL
ROMANIA
MALAYSIA
SOUTH
AFRICA
ARGENTINA
CHILE
SPAIN
ITALY
COLOMBIA
AUSTRIA
MEXICO
SWEDEN
TAIWAN
GERMANY
NEW
ZEALAND
ISRAEL
U.K.
RUSSIA
SINGAPORE
CZECHIA
POLAND
U.S.A.
IRELAND
SWITZERLAND
CANADA
AUSTRALIA
U.A.E.
NETHERLANDS
KENYA
WORLDWIDE
NORWAY
VIETNAM
HONG
KONG
SAUDI
ARABIA
THAILAND
JAPAN
FRANCE
INDIA
BELGIUM
DENMARK
GHANA
CHINA
EGYPT
NIGERIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
APR
2023
DATAREPORTAL

271
49.6%
51.6% 52.6% 51.9% 52.9%
44.1%
48.0%
51.5%
54.9% 54.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
APR
2023
DATAREPORTAL

272
48.9%
44.0%
36.2%
32.5%
27.1%
26.4%
21.2%
19.1%
18.7%
17.6%
15.8%
14.1%
13.6%
13.4%
11.8%
SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
PRODUCT AND BRAND WEBSITES
MOBILE APPS
PRICE COMPARISON WEBSITES
VIDEO SITES
DISCOUNT VOUCHER AND COUPON SITES
QUESTION AND ANSWER SITES
BLOGS ON PRODUCTS AND BRANDS
SPECIALIST OR INDEPENDENT REVIEW SITES
MESSAGING AND LIVE CHAT SERVICES
FORUMS AND MESSAGE BOARDS
MICRO-BLOGS (E.G. TWITTER)
VLOGS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
MAIN CHANNELS FOR ONLINE BRAND RESEARCH
APR
2023
DATAREPORTAL

273
CONSUMER REVIEWS 39.7%
PRODUCT & BRAND WEBSITES 35.9%
PRICE COMPARISON SITES 30.8%
SOCIAL NETWORKS 30.6%
MOBILE APPS 19.1%
SPECIALIST REVIEW SITES 17.1%
DISCOUNT VOUCHER SITES 15.8%
Q&A SITES 15.5%
VIDEO SITES 13.0%
MOBILE APPS 22.7%
SPECIALIST REVIEW SITES 17.2%
Q&A SITES 17.0%
VIDEO SITES 16.9%
MOBILE APPS 26.7%
VIDEO SITES 21.2%
Q&A SITES 19.0%
BRAND & PRODUCT BLOGS 18.5%
MOBILE APPS 29.9%
VIDEO SITES 24.0%
Q&A SITES 19.9%
MOBILE APPS 31.0%
VIDEO SITES 24.6%
Q&A SITES 19.7%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
MAIN CHANNELS FOR ONLINE BRAND RESEARCH
APR
2023

274
42.7%
23.5%
21.3%
19.6%
19.2%
16.1%
15.6%
14.9%
14.5%
13.9%
13.8%
12.6%
12.4%
11.8%
11.7%
VISITED A BRAND’S WEBSITE
WATCHED A VIDEO MADE BY A BRAND
FOLLOWED A BRAND ON SOCIAL MEDIA
VISITED A BRAND’S SOCIAL NETWORK PAGE
READ AN EMAIL OR NEWSLETTER FROM A BRAND
DOWNLOADED OR USED A BRANDED APP
USED A SOCIAL MEDIA “SHARE” BUTTON ON A WEBSITE
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
CLICKED ON A PROMOTED POST ON A SOCIAL NETWORK
CLICKED ON AN ONLINE AD ON A WEBSITE
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
ASKED A QUESTION TO A BRAND ON SOCIAL MEDIA
PLAYED A BRANDED GAME
“UNFOLLOWED” A BRAND ON SOCIAL MEDIA
READ A BRANDED BLOG
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH ACTION EACH MONTH
ONLINE BRAND INTERACTIONS
APR
2023
DATAREPORTAL

275
21.0%
21.0%
16.4%
16.2%
15.0%
14.5%
14.2%
13.0%
12.9%
12.6%
12.6%
11.9%
10.9%
10.9%
10.7%
10.7%
10.4%
10.3%
10.0%
9.9%
9.9%
9.0%
8.9%
8.6%
8.6%
8.3%
8.1%
7.9%
7.8%
7.8%
7.7%
7.5%
7.4%
7.2%
7.1%
7.0%
7.0%
6.5%
6.4%
6.2%
6.2%
6.1%
5.7%
5.7%
5.1%
5.0%
4.9%
4.1%
3.3%
3.2%
3.2%
CHINA
INDIA
VIETNAM
NIGERIA
THAILAND
WORLDWIDE
KENYA
INDONESIA
U.A.E.
SAUDI
ARABIA
SOUTH
AFRICA
PHILIPPINES
BRAZIL
POLAND
GHANA
MEXICO
EGYPT
U.S.A.
TURKEY
COLOMBIA
MALAYSIA
MOROCCO
SINGAPORE
CANADA
NORWAY
U.K.
SPAIN
AUSTRALIA
CHILE
HONG
KONG
ARGENTINA
TAIWAN
DENMARK
PORTUGAL
NEW
ZEALAND
IRELAND
ITALY
FRANCE
GERMANY
GREECE
SWEDEN
AUSTRIA
NETHERLANDS
SWITZERLAND
BELGIUM
ISRAEL
ROMANIA
RUSSIA
CZECHIA
JAPAN
SOUTH
KOREA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
APR
2023
DATAREPORTAL

276
13.3%
15.9% 15.7%
12.1%
8.8%
14.8%
17.5%
16.7%
12.9%
9.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
APR
2023
DATAREPORTAL

277
39.6%
39.4%
37.4%
37.0%
35.4%
35.3%
34.8%
34.7%
34.4%
34.3%
34.0%
33.9%
33.9%
33.5%
33.3%
33.2%
33.1%
32.8%
32.6%
32.5%
31.9%
31.8%
31.6%
31.4%
31.3%
31.2%
31.1%
31.0%
30.7%
30.5%
30.2%
29.8%
29.7%
29.1%
28.7%
28.2%
28.2%
27.5%
27.1%
26.6%
26.2%
25.7%
25.1%
24.1%
23.9%
23.2%
22.8%
20.3%
17.3%
15.7%
12.2%
INDONESIA
CHINA
VIETNAM
GREECE
SOUTH
AFRICA
TAIWAN
AUSTRIA
ISRAEL
PORTUGAL
POLAND
RUSSIA
SPAIN
SWEDEN
TURKEY
NORWAY
MALAYSIA
GERMANY
CANADA
WORLDWIDE
FRANCE
U.S.A.
SINGAPORE
SWITZERLAND
MOROCCO
AUSTRALIA
BRAZIL
KENYA
INDIA
EGYPT
HONG
KONG
NEW
ZEALAND
NETHERLANDS
U.K.
IRELAND
BELGIUM
ITALY
SAUDI
ARABIA
U.A.E.
ROMANIA
ARGENTINA
CZECHIA
PHILIPPINES
DENMARK
COLOMBIA
THAILAND
CHILE
MEXICO
SOUTH
KOREA
NIGERIA
JAPAN
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
APR
2023
DATAREPORTAL

278
29.6%
32.4%
28.7%
26.8%
23.8%
36.0%
39.1%
35.1%
33.2% 32.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
APR
2023
DATAREPORTAL

279
61.7%
54.3%
39.3%
38.4%
37.0%
31.3%
25.2%
THERE ARE TOO MANY ADS
ADS GET IN THE WAY
TO PROTECT MY PRIVACY
ADS AREN’T RELEVANT TO ME
TO STOP INAPPROPRIATE CONTENT BEING SHOWN
TO IMPROVE DEVICE PERFORMANCE
TO STOP COMPANIES COLLECTING DATA ABOUT ME
SOURCE: GWI (Q4 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: PERCENTAGES REPRESENT THE
SHARE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY USE AN AD-BLOCKING TOOL FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES. COMPARABILITY: STARTING WITH THEIR Q4 2022 WAVE OF
RESEARCH, GWI INTRODUCED A REVISED SURVEY METHODOLOGY THAT RESULTED IN A DECLINE IN VALUES FOR A WIDE VARIETY OF DATA POINTS. AS A RESULT, DATA POINTS ON THIS CHART MAY NOT BE
DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
PRIMARY REASONS FOR USING AD BLOCKERS AMONGST INTERNET USERS AGED 16 TO 64 WHO USE AD BLOCKERS AT LEAST SOME OF THE TIME
REASONS FOR USING AD BLOCKERS
APR
2023
DATAREPORTAL

280
54.2%
53.1%
51.7%
50.8%
49.3%
49.0%
47.6%
47.5%
45.7%
44.8%
44.1%
43.3%
42.7%
42.6%
42.1%
42.1%
41.6%
41.4%
40.3%
40.2%
39.9%
39.9%
38.9%
38.2%
38.1%
37.3%
37.2%
37.1%
37.0%
35.8%
35.7%
35.5%
33.7%
33.5%
33.1%
32.6%
32.2%
32.1%
31.6%
30.9%
30.1%
28.5%
28.5%
27.1%
26.1%
24.6%
24.6%
22.8%
20.7%
17.4%
16.9%
AUSTRIA
GREECE
GERMANY
ITALY
DENMARK
FRANCE
IRELAND
SWITZERLAND
TURKEY
NETHERLANDS
SPAIN
SWEDEN
BRAZIL
PORTUGAL
KENYA
U.K.
BELGIUM
U.S.A.
NORWAY
CANADA
INDIA
SOUTH
AFRICA
SINGAPORE
AUSTRALIA
THAILAND
NEW
ZEALAND
HONG
KONG
MALAYSIA
CZECHIA
COLOMBIA
PHILIPPINES
U.A.E.
WORLDWIDE
INDONESIA
ISRAEL
TAIWAN
CHILE
MEXICO
POLAND
SAUDI
ARABIA
ARGENTINA
MOROCCO
NIGERIA
VIETNAM
CHINA
GHANA
ROMANIA
EGYPT
RUSSIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES
APR
2023
DATAREPORTAL

281
33.7% 33.4% 32.3% 32.0% 31.7%
33.8%
35.9%
33.8% 33.8% 34.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES
APR
2023
DATAREPORTAL

282
100 102 101
133
114
1.6% 1.5% 1.6% 1.6% 1.6%
+1.8% -0.8% +31.3% -13.9%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN CIRCLES
SHOW CLICK-THROUGH RATE ON SEARCH ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL PAID ONLINE SEARCH AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SEARCH AD CLICK-THROUGH RATE (CTR)
SEARCH ADVERTISING: IMPRESSIONS & CTR
APR
2023
DATAREPORTAL

283
$0.60
$0.64 $0.64
$0.60
$0.55
+6.4% -1.0% -6.5% -7.3%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
SOURCE: SKAI. NOTES: GREEN BARS SHOW AVERAGE SEARCH AD COST-PER-CLICK. VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR
“CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SEARCH AD COST-PER-CLICK. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE COST-PER-CLICK OF PAID ONLINE SEARCH ADS (U.S. DOLLARS)
SEARCH ADVERTISING: AVERAGE CPC
APR
2023
DATAREPORTAL

284
100 106 106
130
104
+5.6% +0.3% +22.8% -19.9%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED TO A
COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH
AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL AMOUNT SPENT ON PAID ONLINE SEARCH AD PLACEMENTS (REPORTED AS AN INDEX)
SEARCH ADVERTISING: TOTAL SPEND
APR
2023
DATAREPORTAL

285
100
93
121
145
135
1.3% 1.4% 1.3% 1.4%
1.2%
-7.4% +30.5% +19.6% -6.8%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN
CIRCLES SHOW CLICK-THROUGH RATE ON SOCIAL MEDIA ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL MEDIA AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM
A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL PAID SOCIAL MEDIA AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SOCIAL MEDIA AD CLICK-THROUGH RATE (CTR)
SOCIAL MEDIA ADVERTISING: IMPRESSIONS & CTR
APR
2023
DATAREPORTAL

286
$7.31 $7.62
$6.75 $6.50
$5.24
+4.2% -11.3% -3.7% -19.4%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
SOURCE: SKAI. NOTES: GREEN BARS SHOW THE AVERAGE COST OF 1,000 SOCIAL MEDIA AD IMPRESSIONS (CPM). VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND
DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SOCIAL MEDIA AD CPM. FINDINGS EXTRAPOLATED FROM A
SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE COST PER 1,000 PAID SOCIAL MEDIA AD IMPRESSIONS (U.S. DOLLARS)
SOCIAL MEDIA ADVERTISING: AVERAGE CPM
APR
2023
DATAREPORTAL

287
100 96
112
129
97
-3.5% +15.7% +15.2% -24.9%
Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED
TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL
MEDIA AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL AMOUNT SPENT ON PAID SOCIAL MEDIA AD PLACEMENTS (REPORTED AS AN INDEX)
SOCIAL MEDIA ADVERTISING: TOTAL SPEND
APR
2023
DATAREPORTAL

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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.
As a result, the figures we report for social media users
may exceed internet user numbers. However, while this
may seem counter-intuitive or surprising, such instances
do not represent errors in the data or in our reporting.
Rather, these differences may indicate delays in the
reporting of internet user numbers, or they may indicate
higher instances of individuals managing multiple
social media accounts, or ‘non-human’ social media
accounts.
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.
footnotes of each relevant chart, but please use caution
when comparing data from different reports, because
changes to research samples, base data, research
methodologies, and approaches to reporting may
mean that values are not comparable.
Furthermore, due to the differing data collection and
treatment methodologies, and the different periods
during which data have been collected, there may be
significant differences in the reported metrics for similar
data points throughout this report. For example, data
from surveys often varies over time, even if that data
has been collected by the same organisation using the
same approach in each wave of their research.
In particular, reports of internet user numbers vary
considerably between different sources and over time.
In part, this is because there are significant challenges
associated with collecting, analysing, and publishing
internet user data on a regular basis, not least because
research into public internet use necessitates the use of
face-to-face surveys. Different organisations may also
adopt different approaches to sampling the population
for research into internet use, and variations in areas
such as the age range of the survey population, or the
balance between urban and rural respondents, may
play an important role in determining eventual findings.
Note that COVID-19 has limited internet user research.
Note: This page is a summary of our comprehensive
notes on data variance, potential mismatches,
and curiosities, which you can read in full at
https://datareportal.com/notes-on-data.
This report features data from a wide variety of
different sources, including market research agencies,
internet and social media companies, governments,
public bodies, news media, and private individuals, as
well as extrapolations and analysis of that data.
Wherever possible, we’ve prioritised data sources
that provide broader geographical coverage, in
order to minimise potential variations between data
points, and to offer more reliable comparison across
countries. However, where we believe that standalone
metrics provide a more reliable reference, we use such
standalone numbers to ensure more accurate reporting.
Please note that some data points may only be
available for a limited selection of countries, so we
may not be able to report the same data in all reports.
From time to time, we may also change the source(s)
that we use to inform specific data points. As a result,
some figures may appear to change in unexpected
ways from one report to another. Wherever we’re
aware of these changes, we include details in the
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

any of their partners, affiliates, suppliers,
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
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endorsed by or associated with such third
parties.
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/.
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 or
any of the featured brands, nor any of those
organisations’ partners, affiliates, suppliers,
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 any of the brands or
organisations featured or cited herein, nor
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”) on behalf of We Are Social
Ltd. (“We Are Social”) 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 and We Are Social strive to
ensure that all data and charts contained in
this report are, as at the time of publishing,
accurate and up-to-date, neither Kepios,
nor We Are Social, nor any of those
organisations’ partners, suppliers, affiliates,
employees, or agents 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
DISCLAIMER AND IMPORTANT NOTES

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