Global Digital Statbites 001

1. QUICK-FIRE HEADLINES AND HIGHLIGHTS FROM THE 2021GLOBAL DIGITAL REPORTS DIGITAL 2021STATBITES SIMON KEMP • • MARCH 2021

2. 2 @ESKIMON YOU CAN START ASKING QUESTIONS NOW BY POSTING A COMMENT BELOW

3. SIMON KEMP @ESKIMON

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

5. DATAREPORTAL.COM ALLTHENUMBERSYOUNEED

6. 7 @ESKIMON WORKING WITH NGOS AND NON-PROFITS TO IDENTIFY EFFICIENT AND EFFECTIVE WAYS TO DELIVER DIGITAL IMPACT HELPING GOVERNMENTS AROUND THE WORLD MAKE SENSE OF HOW THEIR CITIZENS USE CONNECTED TECHNOLOGY ADVISING THE WORLD’S TOP INVESTMENT BANKS AND VCS ON PEOPLE’S EVOLVING CONNECTED BEHAVIOURS HELPING MARKETING TEAMS TO UNDERSTAND DIGITAL TRENDS AND PRIORITISE INVESTMENTS OF TIME, EFFORT, AND MONEY NGOS GOVERNMENTS INVESTORS MARKETERS KEPIOS HELPS THE WORLD MAKE SENSE OF DIGITAL

7. SALES PITCH 8 @ESKIMON

8. 9 @ESKIMON ESSENTIAL DIGITAL STATS DIGITAL MOTIVATIONS BETTER DEVICE STRATEGIES NEW SEARCH BEHAVIOURS SOCIAL AUDIENCE REALITIES DIGITAL DEMOGRAPHICS Q&A AND DISCUSSION

9. 10 @ESKIMON REMEMBER TO ASK YOUR QUESTIONS AS WE GO BY POSTING COMMENTS BELOW

10. 11 @ESKIMON

11. 12 @ESKIMON YOU’LL BE ABLE TO FIND ALL OF TODAY’S DATA CHARTS FOR FREE ON DATAREPORTAL.COM

12. 13 @ESKIMON LEAVE A COMMENT BELOW IF YOU’D LIKE A PDF COPY OF TODAY’S PRESENTATION SLIDES

13. 14 @ESKIMON

14. 15 @ESKIMON ESSENTIAL HEADLINES

15. 8 JAN 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS* ACTIVE SOCIAL MEDIA USERS* 7.83 5.22 4.66 4.20 BILLION BILLION BILLION BILLION 56.4% 66.6% 59.5% 53.6% DIGITAL AROUND THE WORLD ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 16

16. 17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) HOWEVER, DIGITAL ADOPTION STILL ISN’T EVENLY DISTRIBUTED AROUND THE WORLD

17. OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 26 JAN 2021 SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. 71% 69% 68% 42% 57% 74% 62% 24% 26% 42% 56% 82% 86% 93% 96% 72% 62% 67% 90% NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION INTERNET USERS vs. TOTAL POPULATION BY REGION ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 18

18. 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 31 JAN 2021 SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. NOTES: FIGURES REPRESENT THE NUMBER OF PEOPLE (IN MILLIONS) WHO DO NOT USE THE INTERNET. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. 12 208 543 1,128 32 74 26 341 135 238 110 54 21 14 5 121 17 60 35 THE NUMBER OF PEOPLE (IN MILLIONS) IN EACH REGION WHO ARE NOT CONNECTED TO THE INTERNET THE ‘NEXT BILLION’: UNCONNECTED AUDIENCES 19

19. 20 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) GOOD NEWS: WE’RE STILL SEEING STRONG GROWTH IN WORLDWIDE DIGITAL ADOPTION

20. 21 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) 490 MILLION NEW SOCIAL MEDIA USERS OVER THE PAST YEAR

21. 22 @ESKIMON BUT THE IMPRESSIVE HEADLINES AREN’T LIMITED TO USER NUMBERS

22. 23 @ESKIMON • SOURCE: GWI (Q3 2020) PEOPLE ARE ALSO SPENDING MORE TIME THAN EVER BEFORE USING THE INTERNET

23. 34 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 10:56 10:08 10:07 10:06 09:39 09:17 09:01 08:52 08:44 08:08 08:07 07:57 07:52 07:45 07:36 07:27 07:26 07:24 07:20 07:15 07:11 06:54 06:47 06:44 06:39 06:36 06:30 06:26 06:26 06:22 06:15 06:13 06:11 05:46 05:40 05:37 05:37 05:28 05:28 05:26 05:22 05:16 04:25 PHILIPPINES BRAZIL COLOMBIA SOUTH AFRICA ARGENTINA MALAYSIA MEXICO INDONESIA THAILAND TAIWAN SINGAPORE TURKEY RUSSIA SAUDI ARABIA EGYPT ISRAEL ROMANIA U.A.E. PORTUGAL HONG KONG U.S.A. WORLDWIDE VIETNAM POLAND NEW ZEALAND INDIA IRELAND CANADA U.K. ITALY SWEDEN AUSTRALIA SPAIN AUSTRIA SWITZERLAND FRANCE SOUTH KOREA BELGIUM NETHERLANDS GERMANY CHINA DENMARK JAPAN 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 24

24. 25 @ESKIMON • SOURCE: GWI (Q3 2020) ON AVERAGE, INTERNET USERS NOW SPEND MORE THAN 48 HOURS PER WEEK ONLINE

25. 26 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020), BASED ON THE ASSUMPTION THAT PEOPLE SLEEP BETWEEN 7 AND 8 HOURS PER NIGHT The typical internet user now spends more than 40% of their waking life using connected devices.

26. 27 @ESKIMON THIS MAY BE PARTLY BECAUSE THERE ARE MOBILE APPS TO HELP WITH EVERY ASPECT OF OUR LIVES

27. 208 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE. SHOPPING APPS MAP APPS BANKING AND FINANCIAL SERVICES APPS HEALTH, FITNESS, AND NUTRITION APPS DATING AND FRIENDSHIP APPS* CHAT APPS (MESSENGERS) SOCIAL NETWORKING APPS ENTERTAINMENT AND VIDEO APPS MUSIC APPS GAME APPS 69.4% 61.8% 38.7% 29.4% 11.4% 90.7% 88.4% 67.2% 52.9% 52.0% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH USE OF MOBILE APPS BY CATEGORY 28

28. 29 @ESKIMON Z Z Z

29. 30 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM EMARKETER (NOV 2020) AND STATISTA (JAN 2021) WE’RE ALSO SPENDING MORE MONEY ONLINE THAN EVER BEFORE

30. 31 @ESKIMON • SOURCE: EMARKETER (NOV 2020) $4.2 TRILLION WORLDWIDE RETAIL ECOMMERCE SALES IN 2020

31. 32 @ESKIMON

32. 33 @ESKIMON BUT BEYOND GREAT TRIVIA, WHAT DOES ALL OF THIS DATA ACTUALLY TELL US?

33. 34 @ESKIMON

34. 35 @ESKIMON UNDERSTANDING DIGITAL MOTIVATIONS #1

35. 36 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021) WE’RE PACKING A HUGE VARIETY OF DIFFERENT ACTIVITIES INTO OUR DAILY 6H 54M ONLINE

36. 48 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 63.0% 56.3% 55.6% 51.9% 51.7% 47.6% 46.4% 46.3% 44.4% 42.6% 38.7% 36.3% 35.2% 32.2% 30.7% 29.9% FINDING INFORMATION STAYING IN TOUCH WITH FRIENDS AND FAMILY KEEPING UP TO DATE WITH NEWS AND EVENTS RESEARCHING HOW TO DO THINGS WATCHING VIDEOS, TV SHOWS, AND MOVIES FINDING NEW IDEAS OR INSPIRATION RESEARCHING PRODUCTS AND BRANDS ACCESSING OR LISTENING TO MUSIC FILLING UP SPARE TIME AND GENERAL BROWSING EDUCATION AND STUDY-RELATED ACTIVITIES RESEARCHING PLACES, TRAVEL, AND VACATIONS RESEARCHING HEALTH AND HEALTHCARE PRODUCTS MANAGING FINANCES GAMING BUSINESS-RELATED RESEARCH MEETING NEW PEOPLE PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET REASONS FOR USING THE INTERNET 37

39. 97 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 36.5% 35.0% 34.4% 33.0% 27.9% 27.5% 26.8% 25.1% 23.4% 21.3% 20.3% 18.9% 18.6% 17.6% 16.3% 12.5% STAY UP-TO-DATE WITH NEWS AND CURRENT EVENTS FIND FUNNY OR ENTERTAINING CONTENT FILL UP SPARE TIME STAY IN TOUCH WITH WHAT MY FRIENDS ARE DOING SHARE PHOTOS OR VIDEOS WITH OTHERS RESEARCH PRODUCTS TO BUY GENERAL NETWORKING WITH OTHER PEOPLE BECAUSE A LOT OF MY FRIENDS ARE ON THEM SHARE MY OPINION MEET NEW PEOPLE NETWORK FOR WORK MAKE SURE I DON’T MISS OUT ON ANYTHING (”FOMO”) WATCH OR FOLLOW SPORTS EVENTS FOLLOW CELEBRITIES AND CELEBRITY NEWS SHARE DETAILS OF WHAT I’M DOING IN MY DAILY LIFE PROMOTE OR SUPPORT CHARITABLE CAUSES PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA REASONS FOR USING SOCIAL MEDIA 40

40. 41 @ESKIMON THIS IS PARTICULARLY INTERESTING GIVEN THE RECENT DEBATES RELATING TO NEWS IN SOCIAL

41. 42 @ESKIMON ALL SIDES NEED TO RECOGNISE THAT SOCIAL IS A KEY SOURCE OF PUBLIC NEWS INFORMATION

42. 43 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) ENTERTAINMENT IS ALSO A TOP MOTIVATION FOR USING SOCIAL MEDIA PLATFORMS

43. 44 @ESKIMON TAKEAWAY

44. 45 @ESKIMON ‘ONLINE AUDIENCES’ ARE NOT A SINGLE, HOMOGENEOUS GROUP

45. 46 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021) DIFFERENT PEOPLE ARE TRYING TO ACHIEVE DIFFERENT THINGS AT DIFFERENT TIMES ONLINE

46. 47 @ESKIMON MARKETERS NEED TO BE MORE DELIBERATE ABOUT CATERING TO SPECIFIC NEEDS AND CONTEXTS

47. 48 @ESKIMON THAT SHOULD BE OBVIOUS… SO WHY DO WE STILL SEE THE SAME ADS ALL OVER THE INTERNET?

48. 49 @ESKIMON WHERE MIGHT THEY BE (E.G. AT HOME, ON THE STREET, ETC.)? WHAT’S THEIR SOCIAL SETTING (E.G. ALONE OR WITH OTHERS)? WHAT WILL THEIR MINDSET BE IN THAT MOMENT? WHAT FEELINGS AND EMOTIONS MIGHT THEY BE EXPERIENCING? WHICH PLATFORM(S) ARE THEY USING IN THE MOMENT YOU HOPE TO ENGAGE THEM? WHICH DEVICE(S) WILL THEY BE USING? WHAT IS THE PERSON YOU’RE HOPING TO ENGAGE TRYING TO ACHIEVE IN THE MOMENT YOU’RE HOPING TO ENGAGE THEM? CONTEXT & ENVIRONMENT MINDSET & EMOTIONS PLATFORMS & DEVICES DESIRED OUTCOMES BE CONSCIOUS OF YOUR AUDIENCE’S…

49. 50 @ESKIMON THE IMPORTANCE OF DEVICE DIVERSITY #2

50. 51 @ESKIMON ‘MOBILE FIRST’ HAS BECOME A MANTRA IN THE DIGITAL INDUSTRY – AND RIGHTLY SO

51. 37 JAN 2021 37.7% 39.1% 45.6% 49.4% 50.8% 52.8% SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE ABSOLUTE CHANGE. Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020 +3.9% +16.5% +8.3% +2.9% +3.9% DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME MOBILE’S SHARE OF DAILY INTERNET TIME 52

52. 53 @ESKIMON !

53. 54 @ESKIMON • SOURCE: GWI (Q3 2020) …BUT WE STILL SPEND ALMOST AS MUCH TIME CONNECTING TO THE INTERNET VIA PCS AND TABLETS WE SPEND JUST OVER HALF OF OUR TOTAL CONNECTED TIME USING THE INTERNET ON MOBILE PHONES… 47% vs 53% SHARE OF ONLINE TIME BY DEVICE

54. 44 JAN 2021 SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES. DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: MOBILE PHONES LAPTOPS & DESKTOPS TABLET COMPUTERS OTHER DEVICES 55.7% 41.4% 2.8% 0.07% +4.6% -5.8% +3.3% [UNCHANGED] +244 BPS -253 BPS +9 BPS EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB TRAFFIC BY DEVICE THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS) ! 55

55. 56 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020) PEOPLE IN MANY ‘DEVELOPED’ COUNTRIES STILL DEFAULT TO COMPUTERS FOR ONLINE ACTIVITY

56. 57 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020) THIS IS PARTICULARLY EVIDENT WHEN IT COMES TO ONLINE SHOPPING PREFERENCES

57. 58 JAN 2020 SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: PERCENTAGES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST MONTH, AND WHO SAY THAT THEY MADE AT LEAST ONE OF THOSE ONLINE PURCHASES USING A MOBILE PHONE. 90.8% 88.8% 86.8% 84.1% 83.1% 82.5% 78.9% 78.0% 76.0% 75.2% 74.7% 73.1% 72.1% 71.4% 70.8% 70.7% 70.5% 67.4% 67.1% 66.8% 62.2% 60.2% 59.3% 58.6% 58.5% 57.4% 54.9% 54.4% 54.2% 53.3% 52.8% 52.2% 52.0% 51.6% 48.6% 48.2% 47.7% 47.2% 46.2% 46.1% 46.1% 43.6% 41.7% INDONESIA THAILAND PHILIPPINES SAUDI ARABIA CHINA MALAYSIA TAIWAN VIETNAM U.A.E. SOUTH KOREA INDIA TURKEY WORLDWIDE SINGAPORE EGYPT MEXICO HONG KONG SOUTH AFRICA COLOMBIA BRAZIL ARGENTINA U.S.A. ISRAEL ITALY IRELAND ROMANIA NEW ZEALAND U.K. RUSSIA SPAIN SWEDEN PORTUGAL POLAND NETHERLANDS AUSTRALIA CANADA SWITZERLAND DENMARK GERMANY AUSTRIA FRANCE JAPAN BELGIUM PERCENTAGE OF INTERNET USERS MAKING ONLINE PURCHASES* EACH MONTH WHO MAKE AT LEAST ONE OF THOSE PURCHASES VIA A MOBILE PHONE ECOMMERCE USERS TRANSACTING VIA MOBILE PHONES

58. 59 @ESKIMON MOBILE FIRST DOESN’T NECESSARILY MEAN MOBILE ONLY

59. 60 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (MAR 2021) WE STILL NEED TO CATER TO MULTIPLE DEVICES IN ORDER TO ENGAGE BROAD AUDIENCES

60. 61 @ESKIMON

62. 63 @ESKIMON BUT HOW ARE INTERNET USERS LOOKING FOR INFORMATION ONLINE TODAY?

63. 64 @ESKIMON THE WORLD’S EVOLVING SEARCH BEHAVIOURS #3

64. 55 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER. USE A CONVENTIONAL SEARCH ENGINE (ANY DEVICE) USE VOICE SEARCH OR VOICE COMMANDS (ANY DEVICE) SEARCH FOR BRAND INFORMATION ON SOCIAL MEDIA (ANY DEVICE) USE IMAGE RECOGNITION TOOLS (MOBILE DEVICES ONLY) 98.0% 45.3% 44.8% 32.9% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES ONLINE SEARCH BEHAVIOURS 65

65. 66 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020) MORE THAN 7 IN 10 INTERNET USERS NOW GO BEYOND CONVENTIONAL SEARCH ENGINES

66. 56 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 58.1% 55.7% 51.9% 51.9% 49.3% 48.8% 45.3% 45.3% 45.3% 44.4% 42.0% 41.9% 40.2% 39.9% 39.5% 38.2% 37.1% 35.1% 34.8% 34.7% 34.4% 34.1% 32.8% 32.0% 31.4% 30.8% 29.4% 28.8% 26.2% 25.2% 23.9% 23.8% 23.7% 23.3% 22.0% 21.5% 21.4% 21.0% 20.9% 20.5% 19.5% 19.2% 17.8% INDIA CHINA INDONESIA MEXICO TURKEY THAILAND SAUDI ARABIA U.A.E. WORLDWIDE VIETNAM TAIWAN COLOMBIA BRAZIL U.S.A. PHILIPPINES SOUTH AFRICA ITALY ARGENTINA EGYPT SPAIN HONG KONG MALAYSIA AUSTRALIA CANADA U.K. SINGAPORE NEW ZEALAND IRELAND FRANCE RUSSIA GERMANY SWEDEN ROMANIA POLAND BELGIUM PORTUGAL SOUTH KOREA NETHERLANDS SWITZERLAND AUSTRIA ISRAEL DENMARK JAPAN PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS 67

67. 68 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) IT’S IMPORTANT TO STRESS THAT VOICE SEARCH ISN’T RESTRICTED TO ‘SMART SPEAKER’ DEVICES

68. 69 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) SMART SPEAKERS ARE INTERESTING, BUT MOST VOICE SEARCH TAKES PLACE ON SMARTPHONES

69. 212 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 61.9% 61.5% 60.5% 54.7% 51.4% 47.3% 46.2% 44.5% 44.4% 43.5% 40.3% 39.5% 37.0% 36.4% 35.5% 34.9% 34.0% 33.8% 33.7% 32.9% 31.7% 29.9% 29.7% 28.9% 28.9% 28.5% 27.0% 26.0% 24.8% 24.3% 22.4% 22.4% 22.3% 21.9% 21.7% 20.2% 20.0% 19.9% 19.3% 14.6% 14.2% 12.1% 10.4% 9.6% 9.2% 8.8% 8.5% COLOMBIA MEXICO BRAZIL ARGENTINA THAILAND INDONESIA PORTUGAL KENYA VIETNAM NIGERIA PHILIPPINES TAIWAN ISRAEL INDIA SOUTH AFRICA SPAIN ITALY MALAYSIA ROMANIA WORLDWIDE SAUDI ARABIA TURKEY CHINA POLAND U.A.E. EGYPT HONG KONG GHANA IRELAND NEW ZEALAND CANADA DENMARK U.S.A. RUSSIA SINGAPORE AUSTRALIA SOUTH KOREA U.K. SWEDEN MOROCCO SWITZERLAND NETHERLANDS BELGIUM JAPAN AUSTRIA FRANCE GERMANY 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 70

70. 71 @ESKIMON BUT IMAGE RECOGNITION TOOLS HAVEN’T BEEN WIDELY COVERED IN THE MARKETING PRESS

71. 72 @ESKIMON AS A RESULT, MANY MARKETERS REMAIN UNAWARE OF THE SCALE OF THIS OPPORTUNITY

72. 73 @ESKIMON PREDICTION

73. 74 @ESKIMON IMAGE RECOGNITION TOOLS WILL BECOME INCREASINGLY IMPORTANT IN ECOMMERCE

74. 75 @ESKIMON BUT PERHAPS THE MOST INTERESTING SHIFT IN BEHAVIOURS IS THE RISE OF ‘SOCIAL SEARCH’

75. 98 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 84.8% 82.9% 75.1% 66.3% 65.4% 65.1% 64.9% 64.7% 63.5% 62.6% 61.6% 60.0% 60.0% 59.5% 56.4% 55.5% 54.5% 52.1% 50.6% 49.1% 46.9% 45.3% 44.8% 44.2% 43.0% 42.5% 42.0% 41.7% 39.3% 34.9% 34.9% 34.3% 33.4% 33.3% 33.0% 32.4% 31.7% 31.5% 30.3% 28.4% 28.0% 28.0% 27.8% 26.3% 26.2% 26.2% 24.1% KENYA NIGERIA GHANA COLOMBIA PHILIPPINES INDONESIA ARGENTINA MEXICO MOROCCO VIETNAM BRAZIL SAUDI ARABIA SOUTH AFRICA MALAYSIA EGYPT THAILAND TURKEY U.A.E. ISRAEL INDIA TAIWAN POLAND WORLDWIDE HONG KONG PORTUGAL SINGAPORE RUSSIA SPAIN ROMANIA AUSTRALIA NEW ZEALAND CHINA IRELAND ITALY SWEDEN DENMARK U.S.A. CANADA BELGIUM SWITZERLAND FRANCE U.K. AUSTRIA SOUTH KOREA GERMANY JAPAN NETHERLANDS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH 76

76. 99 JAN 2021 55.9% 48.1% 42.6% 36.2% 27.9% 51.0% 48.4% 42.2% 35.3% 28.3% SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH 77

77. 268 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 51.3% 51.3% 52.6% 56.4% 60.7% 53.2% 48.2% 42.4% 35.7% 28.1% SEARCH ENGINES SOCIAL NETWORKS SEARCH ENGINES SOCIAL NETWORKS SEARCH ENGINES SOCIAL NETWORKS SEARCH ENGINES SOCIAL NETWORKS SEARCH ENGINES SOCIAL NETWORKS 16 TO 24 YEARS OLD 25 TO 34 YEARS OLD 35 TO 44 YEARS OLD 45 TO 54 YEARS OLD 55 TO 64 YEARS OLD PRIMARY CHANNELS FOR BRAND RESEARCH PERCENTAGE OF GLOBAL INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS 78

78. 79 @ESKIMON MARKETERS NEED TO MAKE SENSE OF WHAT THE RISE OF SOCIAL SEARCH MEANS FOR THEM

79. 80 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021) CRITICALLY, MOST SOCIAL MEDIA MARKETING STILL ISN’T OPTIMISED FOR SOCIAL SEARCH

80. 81 @ESKIMON THE OPTIMUM TECHNIQUES FOR IMPROVING SOCIAL SEARCH VISIBILITY VARY BY PLATFORM

81. 82 @ESKIMON GOOD NEWS: IMPROVING SOCIAL SEARCH VISIBILITY CAN BE QUITE STRAIGHTFORWARD

82. 83 @ESKIMON EXAMPLE: ADD CATEGORY-GENERIC HASHTAGS LIKE #COFFEE OR #YOGA TO INSTAGRAM POSTS

83. 84 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021) VERY FEW BIG BRANDS CURRENTLY USE GENERIC TAGS, SO NOW IS A GOOD TIME TO EXPERIMENT

84. 85 @ESKIMON BUILDING A MORE STRATEGIC SOCIAL MEDIA PLATFORM MIX #4

85. 93 JAN 2021 SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS. *NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER. 2,740 2,291 2,000 1,300 1,221 1,213 689 617 600 511 500 498 481 442 430 353 300 FACEBOOK1 YOUTUBE2 WHATSAPP1 FB MESSENGER1 * INSTAGRAM2 WEIXIN / WECHAT1 TIKTOK1 QQ1 DOUYIN1 ** SINA WEIBO1 TELEGRAM1 SNAPCHAT2 KUAISHOU1 PINTEREST1 REDDIT1 * TWITTER2 QUORA1 * DATA UPDATED TO: 25 JANUARY 2021 THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS* THE WORLD’S MOST-USED SOCIAL PLATFORMS 86

86. 87 @ESKIMON

87. 89 JAN 2021 SOURCE: GLOBALWEBINDEX (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW ENTREPRENEURS AND / OR BUSINESS PEOPLE. VISITED OR USED A SOCIAL NETWORK OR A MESSAGING SERVICE IN THE PAST MONTH ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES* 98.1% 90.2% 2H 25M 8.4 40.4% PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA SOCIAL MEDIA BEHAVIOURS 88

88. 89 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) USAGE FREQUENCY OF THESE PLATFORMS WILL VARY, BUT AUDIENCE OVERLAPS ARE INEVITABLE

89. 90 @ESKIMON

90. 96 JAN 2021 SOURCE: GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. PERCENTAGES REPRESENT THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE ANY OTHER PLATFORM” COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE. WHO USE ANY OTHER PLATFORM WHO ALSO USE FACEBOOK WHO ALSO USE YOUTUBE WHO ALSO USE INSTAGRAM WHO ALSO USE REDDIT WHO ALSO USE SNAPCHAT WHO ALSO USE TWITTER WHO ALSO USE TIKTOK WHO ALSO USE PINTEREST FACEBOOK USERS 98.9% 100.0% 92.3% 74.8% 17.7% 29.6% 53.8% 35.8% 35.2% YOUTUBE USERS 98.7% 81.4% 100.0% 72.9% 17.6% 28.9% 52.0% 34.6% 34.3% INSTAGRAM USERS 99.8% 85.5% 94.5% 100.0% 20.6% 35.3% 60.7% 40.5% 39.6% REDDIT USERS 100.0% 84.1% 94.7% 85.5% 100.0% 56.8% 76.1% 56.5% 64.3% SNAPCHAT USERS 99.9% 85.3% 94.4% 89.0% 34.4% 100.0% 68.3% 57.9% 53.8% TWITTER USERS 99.8% 86.9% 95.3% 85.7% 25.9% 38.2% 100.0% 42.5% 42.3% TIKTOK USERS 99.7% 85.0% 93.3% 84.2% 28.2% 47.7% 62.5% 100.0% 47.0% PINTEREST USERS 99.8% 85.5% 94.6% 84.1% 32.9% 45.3% 63.7% 48.1% 100.0% PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS SOCIAL MEDIA PLATFORMS: USER OVERLAPS ! THE PLATFORMS INCLUDED IN THE “WHO USE ANY OTHER PLATFORM” COLUMN HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS 91

91. 92 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020). NOTE: DOES NOT INCLUDE DATA FOR USERS IN CHINA Marketers can reach more than 98% of the users of any of the top social media platforms on at least one other social media platform.

92. 93 @ESKIMON IMPLICATIONS

93. 94 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020) ADDING EXTRA PLATFORMS MOSTLY DUPLICATES EXISTING REACH; IT LIKELY WON’T INCREASE IT

94. 95 @ESKIMON AS A RESULT, TRY NOT TO GET TOO DISTRACTED BY ACTIVE USER NUMBERS

95. 96 @ESKIMON CREATIVE OPPORTUNITIES AND AD EFFICIENCY ARE MORE USEFUL THAN USER NUMBERS ALONE

96. 97 @ESKIMON THE CHANGING DEMOGRAPHICS OF GLOBAL DIGITAL AUDIENCES #5

97. 98 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA SOURCED FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021) OLDER USERS REPRESENT THE FASTEST GROWING SEGMENTS OF SOME SOCIAL MEDIA AUDIENCES

98. 108 JAN 2021 +12.0% +10.5% +12.0% +6.7% +12.2% +16.1% +24.4% +14.5% +10.7% +10.8% +16.7% +20.0% +19.6% +25.0% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL MONTHLY ACTIVE USERS. 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 YEAR-ON-YEAR CHANGE IN FACEBOOK’S ADVERTISING REACH BY AGE GROUP AND GENDER* ANNUAL CHANGE IN FACEBOOK ADVERTISING REACH 99

99. 162 JAN 2021 +8.9% +10.7% +11.4% +11.4% +14.8% +23.3% +19.8% +22.5% +19.8% +17.0% +20.9% +33.3% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE CHANGES IN TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 20 YEARS OLD 21 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 49 YEARS OLD 50+ YEARS OLD QUARTER-ON-QUARTER CHANGE IN SNAPCHAT’S ADVERTISING REACH BY AGE GROUP AND GENDER* QUARTERLY CHANGE IN SNAPCHAT ADVERTISING REACH 100

100. 101 @ESKIMON BUT DEMOGRAPHIC SURPRISES HAVEN’T BEEN LIMITED TO SOCIAL MEDIA AUDIENCES

101. 227 JAN 2021 77.7% 79.9% 79.9% 79.5% 75.6% 72.6% 76.6% 77.9% 74.6% 71.9% SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH ECOMMERCE ADOPTION BY AGE AND GENDER 102

102. 103 @ESKIMON

103. 104 @ESKIMON • SOURCE: GWI (Q3 2020) TWO-THIRDS OF GLOBAL INTERNET USERS AGED 55 TO 64 SAY THAT THEY PLAY VIDEO GAMES

104. 63 JAN 2021 92.0% 90.1% 83.6% 75.2% 67.2% 95.4% 94.6% 91.0% 81.3% 67.2% SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES BY AGE AND GENDER 105

105. 106 @ESKIMON

106. 107 @ESKIMON

107. 108 @ESKIMON

108. 109 @ESKIMON ESSENTIAL DIGITAL STATS DIGITAL MOTIVATIONS MOBILE FIRST ≠ MOBILE ONLY NEW SEARCH BEHAVIOURS SOCIAL AUDIENCE OVERLAPS EVOLVING DEMOGRAPHICS Q&A AND DISCUSSION

109. 110 @ESKIMON PLEASE ASK YOUR QUESTION(S) BY POSTING A COMMENT BELOW

110. DATAREPORTAL.COM ALLTHENUMBERSYOUNEED

111. SIMON KEMP @ESKIMON SIMON@KEPIOS.COM KEPIOS.COM

112. Q&A

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