Digital 2023 Global Overview Report - Data Reportal

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

Simon Kemp
Chief Analyst
DataReportal
Over the past twelve months, the
world’s digital behaviours have shown
some of the most profound changes
we’ve seen in years, even compared
with “the pandemic years”. And in
fact, our top story in this year’s report
doesn’t relate to digital growth, but
to an overall decline in the amount of
time that each individual spends using
the internet.
It’s important to stress that this decline
doesn’t indicate that the internet is
becoming less important in our lives,
however. Rather, it suggests that
people are becoming more purposeful
in their use of digital technologies,
and are prioritising the quality of
their connected experiences over the
quantity.
Despite the decline in overall time
spent, however, people are actually
spending more time than ever using
social media, and in stark contradiction
to the endless click-bait foretelling an
imminent “demise” of social media,
global user numbers continue to grow.
of these online behaviours to continue
evolving during the course of 2023.
Macroeconomic trends will likely have
the most widespread influence, but
the rise of technologies like generative
AI may also have a profound impact
on the ways we work, rest, and play
online.
If you’d like to explore a more detailed
analysis of this year’s numbers, you’ll
find my complete Digital 2023 review
in this article over on DataReportal, but
click on to the next page here to start
reading our biggest ever collection of
digital stats and trends.
But with that, I’d like to wish you the
very best of luck for your year in digital
in 2023 – here’s to more purposeful
and discerning success for all of us.
over the internet, more people than
ever are buying things online, and
we’re also using an ever wider range
of connected devices.
Mobile phones remain at the centre
of the world’s digital behaviours, with
the typical user now spending more
than five hours per day interacting with
their smartphone. However, computers
continue to play an essential role in
the world’s digital activities, and these
devices still account for more than half
of all connected time across countries
in Northern America and Western
Europe.
We’ve also seen some of the “hottest”
digital trends cool over recent months,
with rising economic challenges and
a series of scandals unwinding much
of the recent growth in areas such as
cryptocurrencies and NFTs.
But with the latest trends revealing
that internet users everywhere are
becoming more discerning in their use
of connected tech, we can expect all
We’ve seen some important revisions
in the advertising reach figures
published by individual platforms
though, so marketers will want to pay
close attention to the latest numbers,
to ensure they’re making the best
informed decisions. Moreover, we’ve
got some great insights into how the
audiences of each platform overlap, as
well as what people are actually doing
on these platforms.
For example, one of the most intriguing
stories in that data is how social
media’s role in search is evolving,
with ever more people turning to
social platforms to find information
and discover new things. There’s been
plenty of evolution in the world’s
broader search behaviours too, and
some of those changes may come as a
surprise.
The world isn’t just going online to find
information though, even if that remains
the primary reason why people use the
internet today. We’re also spending
more time than ever streaming content
THE CHANGING WORLD OF DIGITAL IN 2023

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

THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2023
LOCAL COUNTRY HEADLINES REPORT
FOR ADDITIONAL CONTEXT INTO HOW
DIGITAL BEHAVIOURS HAVE EVOLVED THIS
YEAR, CLICK HERE TO READ LAST YEAR’S
DIGITAL 2022 GLOBAL OVERVIEW REPORT
CLICK HERE TO READ OUR DIGITAL 2023
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
EXPLORE MORE OF THE GLOBAL DIGITAL REPORTS SERIES

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

!
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
suchfindingsrepresentchangeovertime(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
sourcesorcalculationshavechangedsinceprevious
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 social media user
numbers 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
users may exceed the figures that we publish for
total population or for internet users. This may seem
counter-intuitive,butsuchdifferencesdonotrepresent
mistakes. For more information, please read our
notes on data variance, mismatches, and curiosities:
https://datareportal.com/notes-on-data.

REPORT CONTENTS
GLOBAL HEADLINES 9
POPULATION ESSENTIALS 14
INTERNET 27
SOCIAL MEDIA 159
MOBILE 318
ECOMMERCE 351
DIGITAL MARKETING 400
MORE INFORMATION 447

10
8.01 5.44 5.16 4.76
BILLION BILLION BILLION BILLION
57.2% 68.0% 64.4% 59.4%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS 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
JAN
2023

11
+0.8% +3.2% +1.9% +3.0%
+67 MILLION +168 MILLION +98 MILLION +137 MILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS 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
JAN
2023

Meltwater Insights
Our 2023 Marketing Trends guide provides a glimpse at
what the next generation of digital marketing has to offer.
Global Overview
Thanks in part to Gen-Z’s love of subtitles,
closed-captions are now a regular sight in
short-form video content across the internet.
Social platforms are continuing to invest
in those and other accessibility features,
but there’s still a long way to go. A 2022
Business Disability Forum survey of disabled
consumers found that 42% of respondents
couldn’t complete an online purchase
because of inaccessible websites or apps.
Short-form video is here to stay. And though
what qualifies as “short” varies, easily-
digestible video content remains a priority
for social platforms.
Marketers: Now is the time to embrace
short-form video and experiment with length
and new platform features, especially as
social commerce gains even more traction
in 2023.
The death of third-party cookies is imminent.
Until then, marketers need to spend 2023
overhauling their performance metrics.
Expect widespread shifts to gathering first-
party data and using contextual marketing.
Understanding who your audience is, where
they are active online, and how they interact
with your brand across the web is going to be
an important part of strategy building in 2023
and beyond.
Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility
Want to make the most of rising marketing trends?
Download our 2023 Marketing Trends guide.
PARTNER CONTENT

Last year, we emerged from the pandemic into a new online landscape. IRL and URL
life were already impossibly entangled, and much was on the horizon: metaverses in
which to while away our days, NFTs to deck the walls of digital houses, crypto wallets
for paying for goods and services in virtual malls. But this year, what was cracked has
now shattered into many segmented realities. An accurate vision of the future is now
less like looking through a telescope, more like looking through a kaleidoscope: it’s
coming through as several diverse fragments, not one single perspective.
In this fragmented space, online factions are carving out their own customs, niches,
and territories – their own marginal worlds that have the power to become the
mainstream.
On a social level, gone are the days of feeds clustered around friends and family – here
are the days of For You Pages guided by individual interests. On a cultural level, gone is
the universal watercooler chat dictated by shared popular culture – today’s agenda is
set by ever-more niche and transient corners of the internet. And on a personal level,
identities are more layered and ﬂuid than ever before, more like an ‘avatar du jour’ than
a static understanding of self.
In the eighth issue of our annual report Think Forward, we unpick the complex and
ever-changing web of digital culture and behaviour, and explore the role brands can
play in reﬂecting and shaping it.
T H E T R E N D S
1. TEXTURED DISCOVERY
PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE
EXPLORATORY
2.COLLAPSING NARRATIVES
STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING
ESTABLISHED STRUCTURES
3. MARGIN-CHASERS
ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC,
GAINING TRACTION AND CUTTING THROUGH
4. NEW COOPERATIVES
THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS
EGO-DRIVEN COMMUNITIES
5. EXPANDING IDENTITIES
VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE
AND EXPANSIVE
WE ARE SOCIAL
FRAGMENTED FUTURES
THINK FORWARD 2023
FIND OUT MORE IN
THINK FORWARD 2023 >
PARTNER CONTENT

15
57.2% 61.6 86.7% 83.3% 90.1%
8.01 49.7% 50.3% +0.8% 30.4
BILLION +67 MILLION
URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PER KM2
)
OVERALL LITERACY
(ADULTS AGED 15+)
FEMALE LITERACY
(ADULTS AGED 15+)
MALE LITERACY
(ADULTS AGED 15+)
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
YEAR-ON-YEAR CHANGE
IN TOTAL POPULATION
MEDIAN AGE OF
THE POPULATION
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS.
GLOBAL OVERVIEW
DEMOGRAPHICS AND OTHER KEY INDICATORS
POPULATION ESSENTIALS
JAN
2023

16
7,206 7,295 7,383 7,470 7,557 7,643 7,725 7,805 7,877 7,942 8,009
+1.2% +1.2% +1.2% +1.2% +1.1% +1.1% +1.0% +0.9% +0.8% +0.8%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCES: UNITED NATIONS; KEPIOS ANALYSIS.
GLOBAL OVERVIEW
THE GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
GLOBAL POPULATION OVER TIME
JAN
2023
DATAREPORTAL

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
GLOBAL
TOTAL
45
684
1,663
2,017
78
69
479
199
434
262
289
152
107
196
438
45
180
378
296
8,009
SOURCES: UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. INDIVIDUAL FIGURES MAY NOT SUM TO TOTAL DUE TO ROUNDING.
GLOBAL OVERVIEW
THE NUMBER OF PEOPLE LIVING IN EACH REGION (IN MILLIONS)
POPULATION BY GEOGRAPHIC REGION
JAN
2023

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
0.6%
8.5%
20.8%
25.2%
1.0%
0.9%
6.0%
2.5%
5.4%
3.3%
3.6%
1.9%
1.3%
2.4%
5.5%
0.6%
2.2%
4.7%
3.7%
SOURCES: UNITED NATIONS; KEPIOS ANALYSIS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
GLOBAL OVERVIEW
THE NUMBER OF PEOPLE LIVING IN EACH REGION AS A PERCENTAGE OF THE TOTAL GLOBAL POPULATION
SHARE OF THE GLOBAL POPULATION BY REGION
JAN
2023

19
11 ETHIOPIA 124,937,000 +2.6% 1.6%
12 JAPAN 123,625,000 -0.5% 1.5%
13 PHILIPPINES 116,452,000 +1.6% 1.5%
14 EGYPT 111,847,000 +1.6% 1.4%
15 DEM. REP. OF THE CONGO 100,607,000 +3.3% 1.3%
16 VIETNAM 98,531,000 +0.7% 1.2%
17 IRAN 88,844,000 +0.7% 1.1%
18 TURKEY 85,591,000 +0.6% 1.1%
19 GERMANY 83,313,000 -0.1% 1.0%
20 THAILAND 71,754,000 +0.2% 0.9%
01 CHINA 1,425,849,000 -0.01% 17.8%
02 INDIA 1,422,027,000 +0.7% 17.8%
03 UNITED STATES OF AMERICA 339,080,000 +0.5% 4.2%
04 INDONESIA 276,386,000 +0.6% 3.5%
05 PAKISTAN 238,126,000 +2.0% 3.0%
06 NIGERIA 221,154,000 +2.4% 2.8%
07 BRAZIL 215,802,000 +0.5% 2.7%
08 BANGLADESH 172,075,000 +1.0% 2.1%
09 RUSSIAN FEDERATION 144,694,000 -0.03% 1.8%
10 MEXICO 127,984,000 +0.8% 1.6%
# COUNTRY POPULATION ▲YOY vs.  # COUNTRY POPULATION ▲YOY vs. 
SOURCE: EXTRAPOLATED FROM UNITED NATIONS WORLD POPULATION PROSPECTS DATA. NOTES: POPULATION VALUES HAVE BEEN ROUNDED TO THE NEAREST 1,000. FIGURES IN THE “▲YOY” COLUMN
SHOW THE YEAR-ON-YEAR CHANGE IN TOTAL POPULATION. FIGURES IN THE “vs.  “ COLUMN SHOW EACH COUNTRY’S POPULATION AS A PERCENTAGE OF THE TOTAL GLOBAL POPULATION.
GLOBAL OVERVIEW
THE COUNTRIES AND TERRITORIES WITH THE LARGEST POPULATIONS
COUNTRIES WITH THE LARGEST POPULATIONS
JAN
2023

20
659.8
683.5 669.1
632.3
605.5 592.0 603.9
572.7
517.2
474.6
459.8
412.3
330.8
285.2
214.5
136.8
87.7
47.2
18.6 4.6 0.7
AGE
0–4
AGE
5–9
AGE
10–14
AGE
15–19
AGE
20–24
AGE
25–29
AGE
30–34
AGE
35–39
AGE
40–44
AGE
45–49
AGE
50–54
AGE
55–59
AGE
60–64
AGE
65–69
AGE
70–74
AGE
75–79
AGE
80–84
AGE
85–89
AGE
90–94
AGE
95–99
AGE
100+
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES.
GLOBAL OVERVIEW
THE NUMBER OF PEOPLE IN EACH AGE GROUP (IN MILLIONS)
AGE DISTRIBUTION OF THE GLOBAL POPULATION
JAN
2023
DATAREPORTAL

21
49.0
47.6
45.7
45.7
45.4
44.9
44.7
44.4
43.1
43.1
42.7
42.3
42.3
42.0
41.9
41.4
41.3
41.2
40.5
40.2
40.1
40.0
39.7
39.7
39.2
38.8
38.2
38.0
37.4
36.9
35.6
33.5
33.5
32.7
31.8
31.6
31.5
30.6
30.5
30.4
29.8
29.7
29.2
29.1
28.2
27.5
24.9
24.2
20.7
19.6
17.2
JAPAN
ITALY
HONG
KONG
PORTUGAL
GREECE
GERMANY
SPAIN
SOUTH
KOREA
CZECHIA
AUSTRIA
SINGAPORE
TAIWAN
SWITZERLAND
FRANCE
NETHERLANDS
ROMANIA
DENMARK
BELGIUM
CANADA
POLAND
THAILAND
U.K.
NORWAY
SWEDEN
RUSSIA
CHINA
IRELAND
U.S.A.
AUSTRALIA
NEW
ZEALAND
CHILE
BRAZIL
U.A.E.
VIETNAM
ARGENTINA
TURKEY
COLOMBIA
MALAYSIA
SAUDI
ARABIA
WORLDWIDE
INDONESIA
MEXICO
MOROCCO
ISRAEL
INDIA
SOUTH
AFRICA
PHILIPPINES
EGYPT
GHANA
KENYA
NIGERIA
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES.
GLOBAL OVERVIEW
THE AGE AT WHICH THERE IS AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE TOTAL POPULATION
MEDIAN AGE OF THE POPULATION
JAN
2023
DATAREPORTAL

22
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
MALE GLOBAL AVERAGE: 90.1%
89
99
96
80
100
95
94
73
80
67
78
100
99
99
99
95
86
94
99
FEMALE GLOBAL AVERAGE: 83.3%
89
96
93
64
100
87
94
61
60
49
66
100
98
99
99
94
85
92
99
SOURCES: WORLD BANK; UNESCO; CIA WORLD FACTBOOK; LOCAL GOVERNMENT AUTHORITIES; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA.
NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
GLOBAL OVERVIEW
PERCENTAGE OF THE POPULATION AGED 15+ THAT CAN READ AND WRITE
LITERACY RATES BY REGION AND GENDER
JAN
2023

23
$131,426
$131,034
$84,469
$78,128
$77,272
$75,180
$69,987
$69,845
$69,715
$69,500
$66,680
$63,877
$63,835
$62,192
$62,065
$57,827
$56,200
$55,862
$55,802
$53,574
$52,173
$51,062
$50,851
$48,919
$48,813
$46,551
$42,466
$42,067
$38,759
$38,097
$36,466
$33,113
$31,967
$28,887
$26,074
$22,440
$21,291
$21,114
$20,618
$18,693
$17,684
$15,959
$15,556
$14,638
$13,075
$10,344
$9,808
$8,293
$6,780
$6,122
$5,884
SINGAPORE
IRELAND
SWITZERLAND
NORWAY
U.A.E.
U.S.A.
HONG
KONG
DENMARK
NETHERLANDS
TAIWAN
AUSTRIA
SWEDEN
GERMANY
AUSTRALIA
BELGIUM
CANADA
FRANCE
U.K.
SAUDI
ARABIA
SOUTH
KOREA
ISRAEL
ITALY
NEW
ZEALAND
CZECHIA
JAPAN
SPAIN
POLAND
PORTUGAL
TURKEY
ROMANIA
GREECE
MALAYSIA
RUSSIA
CHILE
ARGENTINA
MEXICO
CHINA
THAILAND
AVERAGE*
COLOMBIA
BRAZIL
EGYPT
SOUTH
AFRICA
INDONESIA
VIETNAM
PHILIPPINES
MOROCCO
INDIA
GHANA
KENYA
NIGERIA
SOURCES: IMF (FIGURES FOR 2022 OR MOST RECENT YEAR PRIOR TO 2022); KEPIOS ANALYSIS. NOTES: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR
COMPARISON. ONE ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY vs. WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
COMPARABILITY: FIGURES REPRESENT LATEST PUBLISHED VALUES; DATA MAY NOT ALL BE FROM THE SAME YEAR. (*) “AVERAGE” VALUE REPRESENTS A WEIGHTED MEAN, BASED ON THE LATEST AVAILABLE VALUES
FOR EACH COUNTRY UP TO 2022.
GLOBAL OVERVIEW
GROSS DOMESTIC PRODUCT PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS)
JAN
2023
DATAREPORTAL

24
195 BURUNDI $865 $293
194 SOUTH SUDAN $934 $328
193 CENTRAL AFRICAN REPUBLIC $1,088 $496
192 SOMALIA $1,322 $539
191 DEM. REP. OF THE CONGO $1,328 $660
190 NIGER $1,443 $561
189 MOZAMBIQUE $1,457 $542
188 MALAWI $1,588 $523
187 LIBERIA $1,667 $735
186 CHAD $1,719 $743
01 LUXEMBOURG $141,587 $127,673
02 SINGAPORE $131,426 $79,426
03 IRELAND $131,034 $102,217
04 QATAR $113,675 $82,887
05 SWITZERLAND $84,469 $92,434
06 NORWAY $78,128 $92,646
07 UNITED ARAB EMIRATES $77,272 $47,793
08 UNITED STATES OF AMERICA $75,180 $75,180
09 BRUNEI $74,196 $42,939
10 SAN MARINO $72,070 $47,700
# COUNTRY OR TERRITORY
GDP PER CAPITA
(PPP, CURRENT
INTERNATIONAL $)
GDP PER CAPITA
(CURRENT US$)
# COUNTRY OR TERRITORY
GDP PER CAPITA
(PPP, CURRENT
INTERNATIONAL $)
GDP PER CAPITA
(CURRENT US$)
LOWEST GDP PER CAPITA (PPP, CURRENT INTERNATIONAL DOLLARS)
HIGHEST GDP PER CAPITA (PPP, CURRENT INTERNATIONAL DOLLARS)
SOURCES: IMF (FIGURES FOR 2022 OR MOST RECENT YEAR PRIOR TO 2022); KEPIOS ANALYSIS. NOTES: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR
COMPARISON. ONE ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY vs. WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
COMPARABILITY: FIGURES REPRESENT LATEST PUBLISHED VALUES; DATA MAY NOT ALL BE FROM THE SAME YEAR.
GLOBAL OVERVIEW
RANKING OF COUNTRIES AND TERRITORIES BY GROSS DOMESTIC PRODUCT PER CAPITA (PPP, CURRENT INTERNATIONAL DOLLARS)
GDP PER CAPITA (PPP) RANKINGS
JAN
2023

25
20.3% 29.9% 16.5% 16.4% 5.6%
[UNCHANGED] +9.1% (+250 BPS) +6.5% (+100 BPS) +16.3% (+230 BPS) +16.7% (+80 BPS)
96.2% 95.9% 7.9% 58.0% 33.7%
-0.4% (-40 BPS) -0.3% (-30 BPS) -10.2% (-90 BPS) -8.1% (-510 BPS) -3.2% (-110 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 (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: 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
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP
JAN
2023

26
1H 38M 0H 59M 1H 02M 1H 14M
+5.4% (+5 MINS) -3.3% (-2 MINS) +12.7% (+7 MINS) +2.8% (+2 MINS)
6H 37M 3H 23M 2H 31M 2H 10M
-4.8% (-20 MINS) +1.5% (+3 MINS) +2.0% (+3 MINS) +7.4% (+9 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 (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: 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.
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
JAN
2023

28
6H 37M 92.3% 65.6% 78.3% 45.8%
YOY: -4.8% (-20M) YOY: +0.2% (+20 BPS) YOY: -7.9% (-560 BPS)
5.16 64.4% +1.9% 61.6% 67.2%
BILLION YOY: +1.1% (+70 BPS) +98 MILLION YOY: +1.4% (+87 BPS) YOY: +0.8% (+53 BPS)
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
TOTAL
INTERNET
USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
YEAR-ON-YEAR CHANGE
IN THE TOTAL NUMBER
OF INTERNET USERS
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; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT
AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 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
JAN
2023

GWI’s top trends for 2023
The world
wide ebb
Time spent online has hit a ceiling,
a potential side-effect of growing
distrust in the things we see on
the web and their impact on our
wellbeing. The way we view the
internet has also changed; it’s
become more entertainment-based
and less functional. As heads turn to
Web3 and social platforms adjust to
a post-TikTok world, our data gives
us an idea of what to expect, and
what to do about it.
drop in the number who say
finding information is an
important reason for using
the internet since Q3 2018
-14%
As seen on
social media
The way we search for products is
shifting. The number of consumers
doing their brand research on social
media has shot up since 2015, with
fewer relying on search engines.
This has big implications for many
retailers, who need to rethink their
approach to succeeding online.
Younger audiences in particular
increasingly want to be inspired
when browsing, rather than
directed to a list of items.
of impulse buyers make
unplanned purchases
because they enjoy
discovering new things
36%
You, me, and my
avatar in Web3
No “true” metaverse exists yet,
but consumers and brands are
experimenting in online spaces like
Roblox, Fortnite, and The Sandbox.
These help us understand what the
metaverse could eventually be, and
its huge disruptive potential. But
building a truly open world means
creating an environment for self-
expression, and early metaverse
adopters have a key role to play in
defining this landscape.
of those interested in creating
an avatar say they’d want
to customize its physical
appearance
62%
Live a little
Past recessions have shown that
people often seek small luxuries
during hard times. But none of these
downturns followed a time of such
severe restrictions, which means
pent-up demand is especially high
right now. We asked consumers
what products or services they’d
treat themselves to on a limited
budget, and the answers they gave
shed light on where their spending
might be headed in 2023.
of consumers say they
would treat themselves
to clothing if they were on
a limited budget
23%
Buy now, save
the planet later
In many of the countries we track,
sustainability-related trend lines
are pointing down; this includes
interest in environmental issues, self-
reported recycling, and willingness
to spend more on eco-friendly
products. People are struggling to
find the means or headspace to live
and demand a more sustainable
lifestyle, which is why consumer
sentiment shouldn’t be the main
incentive for industry action.
drop in the number of global
consumers who say they expect
brands to be eco-friendly since
Q3 2019
-13%
Learn more
PARTNER CONTENT

30
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2.6
4.2
6.8
9.8
20.1
38.7
72.0
116
180
272
396
499
668
761
899
1,004
1,116
1,288
1,460
1,655
1,908
2,130
2,355
2,534
2,800
3,004
3,423
3,679
3,977
4,335
4,627
4,962
5,060
5,158
AUTHORITIES; UNITED NATIONS. NOTES: 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. 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 INTERNET USERS BY YEAR (IN MILLIONS)
INTERNET USERS: TIMELINE
FIRST WEBSITE
06 AUG 1991
JAN
2023
DATAREPORTAL

31
2,534
2,800
3,004
3,423
3,679
3,977
4,335
4,627
4,962 5,060 5,158
+10.5% +7.3% +13.9% +7.5% +8.1% +9.0% +6.7% +7.2% +2.0% +1.9%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
AUTHORITIES; UNITED 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 INTERNET USERS (IN MILLIONS) AND YEAR-ON-YEAR CHANGE
INTERNET USERS OVER TIME
JAN
2023
DATAREPORTAL

32
5.31 4.80 5.05 5.47
66.3% 59.9% 63.0% 68.3%
vs. POPULATION vs. POPULATION vs. POPULATION vs. POPULATION
INTERNET USERS:
ITU
INTERNET USERS:
WORLD BANK
INTERNET USERS:
CIA WORLD FACTBOOK
INTERNET USERS:
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
INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES
INTERNET USER PERSPECTIVES
JAN
2023

33
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%
75.6%
74.3%
47.4%
72.5%
70.6%
23.1%
27.9%
48.0%
65.9%
86.9%
88.4%
97.4%
93.5%
80.6%
68.4%
74.9%
92.0%
75.3%
64.4%
AUTHORITIES; UNITED 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
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2023

34
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%
10.0%
24.0%
18.5%
1.1%
0.9%
2.1%
1.1%
4.0%
3.3%
4.9%
2.6%
2.0%
3.5%
6.8%
0.6%
2.6%
6.7%
4.3%
AUTHORITIES; UNITED 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
INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS
SHARE OF GLOBAL INTERNET USERS
JAN
2023

35
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
123.3
117.4
115.4
73.5
112.5
109.6
35.9
43.4
74.6
102.4
134.9
137.3
151.2
145.2
125.2
106.3
116.2
142.8
116.9
AUTHORITIES; UNITED NATIONS. NOTES: VALUES REPRESENT INDICES THAT COMPARE EACH REGION’S SHARE OF GLOBAL INTERNET USERS WITH EACH REGION’S SHARE OF THE TOTAL GLOBAL POPULATION.
INDEX VALUES ABOVE 100 SHOW THAT PEOPLE IN THAT REGION ARE MORE LIKELY TO USE THE INTERNET COMPARED WITH THE GLOBAL AVERAGE, WHEREAS VALUES BELOW 100 MEAN THAT PEOPLE IN THAT
REGION ARE LESS LIKELY TO USE THE INTERNET COMPARED WITH THE GLOBAL AVERAGE. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
GLOBAL OVERVIEW
COMPARING EACH REGION’S SHARE OF GLOBAL INTERNET USERS WITH EACH REGION’S RESPECTIVE SHARE OF THE GLOBAL POPULATION
INTERNET ADOPTION: INDEXED SHARE
JAN
2023

36
99.0%
99.0%
99.0%
99.0%
98.4%
98.1%
97.8%
97.6%
97.2%
96.9%
96.8%
96.2%
95.9%
95.5%
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%
77.0%
75.7%
73.7%
73.1%
72.3%
72.2%
68.2%
64.4%
55.4%
48.7%
32.7%
IRELAND
U.A.E.
SWITZERLAND
DENMARK
U.K.
SOUTH
KOREA
SWEDEN
SINGAPORE
MALAYSIA
AUSTRALIA
NEW
ZEALAND
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
INDONESIA
COLOMBIA
CHINA
PHILIPPINES
SOUTH
AFRICA
EGYPT
GHANA
WORLDWIDE
NIGERIA
INDIA
KENYA
SAUDI
ARABIA
NORWAY
AUTHORITIES; UNITED 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
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2023
DATAREPORTAL

37
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
9.3
166.7
426.6
1,061.3
21.4
20.3
368.2
143.4
225.7
89.3
37.8
17.5
2.8
12.6
84.8
14.0
45.2
30.2
73.1
2,850
AUTHORITIES; UNITED 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 PEOPLE (IN MILLIONS) WHO DO NOT USE THE INTERNET
UNCONNECTED POPULATIONS
JAN
2023

38
01 NORTH KOREA1
>99.9% [BLOCKED]
02 SOUTH SUDAN 93.0% 10,223,000
03 SOMALIA 90.2% 16,108,000
04 BURUNDI 89.8% 11,734,000
05 CENTRAL AFRICAN REPUBLIC 89.4% 5,058,000
06 ETHIOPIA 83.3% 104,073,000
07 CHAD 82.1% 14,776,000
08 AFGHANISTAN 81.6% 34,008,000
09 MADAGASCAR 80.3% 24,061,000
10 MOZAMBIQUE 79.3% 26,504,000
01 INDIA 730,027,000 51.3%
02 CHINA 374,709,000 26.3%
03 PAKISTAN 150,779,000 63.3%
04 BANGLADESH 105,138,000 61.1%
05 ETHIOPIA 104,073,000 83.3%
06 NIGERIA 98,635,000 44.6%
07 DEM. REP. OF THE CONGO 77,568,000 77.1%
08 INDONESIA 63,514,000 23.0%
09 TANZANIA 45,456,000 68.4%
10 KENYA 36,699,000 67.3%
# LOCATION
UNCONNECTED
POPULATION
% OF POP.
OFFLINE
# LOCATION
% OF POP.
OFFLINE
UNCONNECTED
POPULATION
RELATIVE: LOWEST LEVELS OF INTERNET ADOPTION
ABSOLUTE: LARGEST UNCONNECTED POPULATIONS
AUTHORITIES; UNITED 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
JAN
2023

39
NORTH KOREA1
<0.01% 52.3% 93.8% 84.7%
SOUTH SUDAN 7.0% 7.2% 41.0% 15.8%
SOMALIA 9.8% 49.7% 56.5% 39.3%
BURUNDI 10.2% 11.7% 62.2% 45.7%
CENTRAL AFRICAN REPUBLIC 10.6% 15.5% 37.2% 14.1%
ETHIOPIA 16.7% 51.1% 49.6% 8.9%
CHAD 17.9% 11.1% 46.2% 12.1%
AFGHANISTAN 18.4% 97.7% 75.1% 50.5%
MADAGASCAR 19.7% 33.7% 53.4% 12.3%
MOZAMBIQUE 20.7% 30.6% 63.4% 37.2%
SIERRA LEONE 21.2% 26.2% 63.8% 16.5%
ZAMBIA 21.2% 44.5% 65.4% 31.9%
BURKINA FASO 21.6% 19.0% 47.2% 21.7%
ERITREA 21.7% 52.2% 51.8% 11.9%
REP. OF THE CONGO 22.0% 49.5% 73.8% 20.5%
NIGER 22.4% 19.3% 46.9% 14.8%
DEM. REP. OF THE CONGO 22.9% 19.1% 46.0% 15.4%
MALAWI 24.4% 14.9% 70.0% 26.6%
UGANDA 24.6% 42.1% 55.9% 19.8%
YEMEN 26.7% 73.8% 60.7% 54.1%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
AUTHORITIES; UNITED NATIONS. DEFINITIONS: “BASIC DRINKING WATER”: PERCENTAGE OF THE TOTAL POPULATION THAT DRINKS WATER FROM AN IMPROVED SOURCE, PROVIDED COLLECTION TIME IS
NOT MORE THAN 30 MINUTES FOR A ROUND TRIP. “BASIC SANITATION SERVICES”: PERCENTAGE OF THE TOTAL POPULATION USING IMPROVED SANITATION FACILITIES THAT ARE NOT SHARED WITH OTHER
HOUSEHOLDS. NOTE: (1) THE INTERNET (AT LEAST AS THE REST OF THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA.
GLOBAL OVERVIEW
COMPARING LEVELS OF INTERNET ADOPTION WITH ACCESS TO EVERYDAY LIFE ESSENTIALS
LOW LEVELS OF INTERNET ADOPTION IN CONTEXT
JAN
2023

40
06:09
06:23 06:19 06:29
06:46 06:48 06:38
06:55 06:57
06:37
+3.8% -1.0% +2.6% +4.4% +0.5% -2.5% +4.3% +0.5% -4.8%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: GWI (Q3 2013 TO Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
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 (YOY)
JAN
2023
DATAREPORTAL

41
06:38 06:40 06:42 06:55 06:55 06:56 06:55 06:57 06:57 06:53 06:49 06:37 06:37
+0.5% +0.5% +3.2% 0% +0.2% -0.2% +0.5% 0% -1.0% -1.0% -2.9% 0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2019 2019 2020 2020 2020 2020 2021 2021 2021 2021 2022 2022 2022
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)
JAN
2023
DATAREPORTAL

42
09:38
09:32
09:14
09:01
09:01
08:36
08:07
08:06
08:06
07:57
07:42
07:41
07:37
07:29
07:24
07:20
07:14
07:08
07:03
06:59
06:59
06:42
06:37
06:35
06:26
06:23
06:23
06:13
06:12
06:02
06:00
05:59
05:55
05:51
05:47
05:46
05:45
05:38
05:27
05:27
05:26
05:25
05:22
05:21
05:12
04:58
03:45
SOUTH
AFRICA
BRAZIL
PHILIPPINES
ARGENTINA
COLOMBIA
CHILE
MEXICO
MALAYSIA
THAILAND
RUSSIA
INDONESIA
EGYPT
PORTUGAL
U.A.E.
TURKEY
SAUDI
ARABIA
TAIWAN
ISRAEL
ROMANIA
U.S.A.
SINGAPORE
POLAND
WORLDWIDE
CANADA
HONG
KONG
INDIA
VIETNAM
CZECHIA
NEW
ZEALAND
SWEDEN
GREECE
IRELAND
ITALY
AUSTRALIA
U.K.
NORWAY
SPAIN
SWITZERLAND
BELGIUM
NETHERLANDS
FRANCE
CHINA
AUSTRIA
SOUTH
KOREA
GERMANY
DENMARK
JAPAN
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
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
JAN
2023
DATAREPORTAL

43
07:28
07:08
06:30
06:04
05:19
07:09 06:56
06:25
05:54
05:13
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
JAN
2023
DATAREPORTAL

44
59.1% 28.6% 31.9% 15.4% 12.7%
-8.4% (-540 BPS) -2.7% (-80 BPS) +4.9% (+150 BPS) +11.6% (+160 BPS) +0.8% (+10 BPS)
92.3% 65.6% 91.0% 5.2% 27.3%
+0.2% (+20 BPS) -7.9% (-560 BPS) +0.3% (+30 BPS) +4.0% (+20 BPS) -3.2% (-90 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 (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: “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.
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
JAN
2023

45
100.0%
98.3%
97.6%
97.5%
97.3%
97.1%
96.8%
95.9%
95.4%
95.4%
95.3%
95.1%
95.1%
94.8%
94.5%
94.5%
94.3%
94.0%
94.0%
94.0%
93.9%
93.6%
93.6%
93.1%
92.7%
92.3%
92.1%
91.8%
91.6%
91.5%
91.4%
91.1%
90.8%
90.7%
90.6%
90.6%
90.5%
90.0%
89.7%
89.5%
88.9%
88.9%
88.8%
88.7%
88.6%
88.4%
87.4%
87.0%
86.0%
85.8%
85.4%
MOROCCO
INDONESIA
SOUTH
AFRICA
NIGERIA
PHILIPPINES
BRAZIL
KENYA
MEXICO
CHILE
PORTUGAL
THAILAND
MALAYSIA
ROMANIA
COLOMBIA
ARGENTINA
VIETNAM
TURKEY
EGYPT
GREECE
ITALY
SAUDI
ARABIA
POLAND
SOUTH
KOREA
GHANA
SPAIN
WORLDWIDE
RUSSIA
IRELAND
JAPAN
TAIWAN
U.A.E.
CZECHIA
HONG
KONG
U.S.A.
CHINA
INDIA
ISRAEL
SWEDEN
DENMARK
SINGAPORE
AUSTRIA
U.K.
NETHERLANDS
GERMANY
FRANCE
NORWAY
SWITZERLAND
NEW
ZEALAND
CANADA
BELGIUM
AUSTRALIA
SOURCE: GWI (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: USERS MAY ALSO USE OTHER DEVICES
TO ACCESS THE INTERNET.
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
JAN
2023
DATAREPORTAL

46
92.7% 93.6% 94.7% 93.9%
90.6%
91.1% 91.1% 92.7% 91.3% 90.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: USERS MAY ALSO USE OTHER DEVICES
TO ACCESS THE INTERNET.
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
JAN
2023
DATAREPORTAL

47
05:31
05:28
05:13
05:05
05:02
04:55
04:53
04:50
04:46
04:32
04:28
04:26
04:25
04:20
04:18
04:17
04:13
04:08
04:01
03:55
03:46
03:41
03:40
03:36
03:32
03:28
03:23
03:17
03:17
03:16
03:16
03:07
03:07
03:04
03:01
02:59
02:56
02:56
02:53
02:53
02:52
02:50
02:46
02:35
02:34
02:33
02:32
02:29
02:19
02:14
01:54
PHILIPPINES
BRAZIL
SOUTH
AFRICA
THAILAND
NIGERIA
ARGENTINA
INDONESIA
COLOMBIA
CHILE
MEXICO
MALAYSIA
TURKEY
GHANA
EGYPT
U.A.E.
KENYA
SAUDI
ARABIA
ROMANIA
TAIWAN
INDIA
WORLDWIDE
PORTUGAL
RUSSIA
ISRAEL
VIETNAM
U.S.A.
SINGAPORE
HONG
KONG
POLAND
CHINA
MOROCCO
IRELAND
NEW
ZEALAND
CANADA
SWEDEN
AUSTRALIA
GREECE
ITALY
CZECHIA
SPAIN
U.K.
NORWAY
NETHERLANDS
SOUTH
KOREA
FRANCE
AUSTRIA
SWITZERLAND
GERMANY
BELGIUM
DENMARK
JAPAN
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON MOBILE PHONES
TIME SPENT USING THE INTERNET ON MOBILES
JAN
2023
DATAREPORTAL

gsmaintelligence.com @GSMAi
70% 56% 5%
GSMA assessed connectivity trends for
adults aged 18+ and found that 70% used
mobile internet at the end of 2021. This
analysis is important because adoption
estimates based on total population can
be biased against countries with very
young populations. Nevertheless, even
when looking at adults only, almost
one-third of adults remain unconnected,
while in some regions, for example
Africa, it is much higher.
For the first time, the cost of 1GB of
monthly data is less than 2% of monthly
income in more than half of low- and
middle-income countries (LMICs). With
the exception of Sub-Saharan Africa,
more than half of LMICs of each region
achieved this target in 2021. However,
affordability remains a challenge for
the poorest population segments, while
handset affordability remains
unchanged.
At the end of 2021, the coverage gap -
those living in areas without mobile
broadband coverage – represented 5%
of the world’s population, or around
400 million people. The coverage gap
has only reduced by 1 percentage point
per year between 2018 and 2021,
showing how challenging it is to cover
the remaining uncovered populations,
who are predominantly poor and rural.
GSMA Intelligence is the definitive source of insights, forecasts and research for the mobile industry
Get our full report “The State of Mobile Internet Connectivity 2022”.
State of Mobile Internet Connectivity 2022
PARTNER CONTENT

49
84.9%
84.0%
83.7%
82.2%
81.8%
81.6%
80.5%
79.9%
79.5%
79.5%
79.2%
78.9%
78.8%
78.1%
77.9%
77.4%
77.3%
77.2%
77.1%
77.0%
76.6%
76.1%
75.5%
74.8%
74.7%
74.6%
74.1%
73.7%
73.6%
73.4%
72.6%
72.0%
70.4%
68.4%
68.1%
67.8%
67.7%
65.9%
65.6%
64.8%
62.3%
60.7%
59.1%
57.6%
56.2%
54.0%
48.5%
47.6%
42.6%
36.7%
25.6%
CZECHIA
POLAND
SWITZERLAND
PORTUGAL
AUSTRIA
CANADA
BELGIUM
RUSSIA
ISRAEL
SINGAPORE
NETHERLANDS
NEW
ZEALAND
SOUTH
AFRICA
SPAIN
GERMANY
AUSTRALIA
ITALY
CHILE
FRANCE
ARGENTINA
GREECE
DENMARK
SOUTH
KOREA
U.S.A.
U.A.E.
U.K.
TAIWAN
MALAYSIA
IRELAND
SWEDEN
HONG
KONG
COLOMBIA
MEXICO
NORWAY
ROMANIA
VIETNAM
BRAZIL
CHINA
WORLDWIDE
PHILIPPINES
TURKEY
INDONESIA
SAUDI
ARABIA
INDIA
JAPAN
MOROCCO
EGYPT
THAILAND
KENYA
GHANA
NIGERIA
SOURCE: GWI (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: 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.
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
JAN
2023
DATAREPORTAL

50
60.0%
65.2% 65.9% 64.2% 64.1%
60.5%
66.4%
69.2% 71.5%
73.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: 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.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A LAPTOP OR A DESKTOP COMPUTER TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET
JAN
2023
DATAREPORTAL

51
04:25
04:17
04:11
04:06
04:04
03:56
03:50
03:43
03:38
03:36
03:35
03:32
03:31
03:31
03:25
03:21
03:20
03:13
03:11
03:09
03:08
03:07
03:06
03:05
03:04
03:01
03:01
02:59
02:58
02:56
02:55
02:55
02:52
02:52
02:52
02:52
02:51
02:51
02:49
02:49
02:46
02:44
02:43
02:41
02:28
02:09
01:51
SOUTH
AFRICA
RUSSIA
COLOMBIA
ARGENTINA
BRAZIL
PORTUGAL
CHILE
PHILIPPINES
MALAYSIA
SINGAPORE
MEXICO
ISRAEL
CANADA
U.S.A.
POLAND
EGYPT
CZECHIA
TAIWAN
U.A.E.
HONG
KONG
BELGIUM
SAUDI
ARABIA
SWITZERLAND
NEW
ZEALAND
GREECE
SWEDEN
THAILAND
ITALY
TURKEY
NORWAY
ROMANIA
U.K.
AUSTRALIA
FRANCE
IRELAND
SPAIN
WORLDWIDE
VIETNAM
AUSTRIA
INDONESIA
SOUTH
KOREA
DENMARK
GERMANY
NETHERLANDS
INDIA
CHINA
JAPAN
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON LAPTOPS, DESKTOPS, OR TABLETS
TIME SPENT USING THE INTERNET ON COMPUTERS
JAN
2023
DATAREPORTAL

52
MOBILES:
27.4%
MOBILES:
33.2%
MOBILES:
37.7%
MOBILES:
39.1%
MOBILES:
45.6%
MOBILES:
49.5%
MOBILES:
50.8%
MOBILES:
52.8%
MOBILES:
53.5%
MOBILES:
56.9%
COMPUTERS:
72.6%
COMPUTERS:
66.8%
COMPUTERS:
62.3%
COMPUTERS:
60.9%
COMPUTERS:
54.4%
COMPUTERS:
50.5%
COMPUTERS:
49.2%
COMPUTERS:
47.2%
COMPUTERS:
46.5%
COMPUTERS:
43.1%
+21.1% +13.8% +3.6% +16.6% +8.7% +2.5% +4.0% +1.3% +6.5%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: GWI (Q3 2013 TO 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: “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.
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 (YOY)
JAN
2023
DATAREPORTAL

53
MOBILES:
52.8%
MOBILES:
52.2%
MOBILES:
52.0%
MOBILES:
52.0%
MOBILES:
53.5%
MOBILES:
54.7%
MOBILES:
55.5%
MOBILES:
55.7%
MOBILES:
56.9%
COMPUTERS:
47.2%
COMPUTERS:
47.8%
COMPUTERS:
48.0%
COMPUTERS:
48.0%
COMPUTERS:
46.5%
COMPUTERS:
45.3%
COMPUTERS:
44.5%
COMPUTERS:
44.3%
COMPUTERS:
43.1%
-1.2% -0.2% ≈0% +2.8% +2.3% +1.4% +0.3% +2.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: GWI (Q3 2020 TO 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: “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.
GLOBAL OVERVIEW
SHARE OF DAILY INTERNET TIME BY DEVICE (QOQ)
JAN
2023
DATAREPORTAL

54
MOBILES:
63.4%
MOBILES:
62.8%
MOBILES:
61.4%
MOBILES:
60.3%
MOBILES:
59.9%
MOBILES:
59.7%
MOBILES:
58.6%
MOBILES:
57.5%
MOBILES:
57.5%
MOBILES:
57.3%
MOBILES:
56.9%
MOBILES:
56.4%
MOBILES:
55.9%
MOBILES:
55.5%
MOBILES:
55.4%
MOBILES:
55.4%
MOBILES:
55.1%
MOBILES:
54.5%
MOBILES:
54.2%
MOBILES:
53.6%
MOBILES:
52.1%
MOBILES:
51.0%
MOBILES:
51.0%
MOBILES:
50.8%
MOBILES:
50.7%
MOBILES:
50.5%
MOBILES:
50.3%
MOBILES:
50.1%
MOBILES:
50.0%
MOBILES:
49.6%
MOBILES:
49.6%
MOBILES:
49.6%
MOBILES:
49.1%
MOBILES:
49.0%
MOBILES:
48.9%
MOBILES:
48.4%
MOBILES:
48.4%
MOBILES:
48.3%
MOBILES:
47.8%
MOBILES:
47.5%
MOBILES:
47.2%
MOBILES:
46.6%
MOBILES:
46.4%
MOBILES:
46.1%
MOBILES:
45.0%
MOBILES:
45.0%
MOBILES:
42.5%
COMPUTERS:
36.6%
COMPUTERS:
37.2%
COMPUTERS:
38.6%
COMPUTERS:
39.7%
COMPUTERS:
40.1%
COMPUTERS:
40.3%
COMPUTERS:
41.4%
COMPUTERS:
42.5%
COMPUTERS:
42.5%
COMPUTERS:
42.7%
COMPUTERS:
43.1%
COMPUTERS:
43.6%
COMPUTERS:
44.1%
COMPUTERS:
44.5%
COMPUTERS:
44.6%
COMPUTERS:
44.6%
COMPUTERS:
44.9%
COMPUTERS:
45.5%
COMPUTERS:
45.8%
COMPUTERS:
46.4%
COMPUTERS:
47.9%
COMPUTERS:
49.0%
COMPUTERS:
49.0%
COMPUTERS:
49.2%
COMPUTERS:
49.3%
COMPUTERS:
49.5%
COMPUTERS:
49.7%
COMPUTERS:
49.9%
COMPUTERS:
50.0%
COMPUTERS:
50.4%
COMPUTERS:
50.4%
COMPUTERS:
50.4%
COMPUTERS:
50.9%
COMPUTERS:
51.0%
COMPUTERS:
51.1%
COMPUTERS:
51.6%
COMPUTERS:
51.6%
COMPUTERS:
51.7%
COMPUTERS:
52.2%
COMPUTERS:
52.5%
COMPUTERS:
52.8%
COMPUTERS:
53.4%
COMPUTERS:
53.6%
COMPUTERS:
53.9%
COMPUTERS:
55.0%
COMPUTERS:
55.0%
COMPUTERS:
57.5%
INDONESIA
THAILAND
INDIA
CHINA
TURKEY
PHILIPPINES
ROMANIA
SAUDI
ARABIA
U.A.E.
BRAZIL
WORLDWIDE
EGYPT
MEXICO
TAIWAN
CHILE
VIETNAM
MALAYSIA
ARGENTINA
SOUTH
AFRICA
COLOMBIA
IRELAND
HONG
KONG
AUSTRALIA
NETHERLANDS
JAPAN
ISRAEL
NEW
ZEALAND
SPAIN
SWEDEN
U.S.A.
ITALY
U.K.
NORWAY
POLAND
GREECE
SINGAPORE
PORTUGAL
SOUTH
KOREA
GERMANY
AUSTRIA
FRANCE
CANADA
CZECHIA
RUSSIA
SWITZERLAND
DENMARK
BELGIUM
GLOBAL OVERVIEW
SHARE OF DAILY INTERNET TIME BY DEVICE
JAN
2023
DATAREPORTAL

55
COMPUTERS:
36.6%
COMPUTERS:
40.8%
COMPUTERS:
40.9%
COMPUTERS:
43.5%
COMPUTERS:
42.6%
COMPUTERS:
45.5%
COMPUTERS:
45.3%
COMPUTERS:
48.9%
COMPUTERS:
49.8%
COMPUTERS:
52.7%
MOBILES:
63.4%
MOBILES:
59.2%
MOBILES:
59.1%
MOBILES:
56.5%
MOBILES:
57.4%
MOBILES:
54.5%
MOBILES:
54.7%
MOBILES:
51.1%
MOBILES:
50.2%
MOBILES:
47.3%
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
JAN
2023
DATAREPORTAL

56
33.97 +17.0% 74.54 +28.5%
9.34 +9.5% 31.75 +30.8%
28 -3.4% 10 0%
MEDIAN SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
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 NOVEMBER 2022. TIP: A
NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER LATENCY SHOULD RESULT IN FASTER CONTENT DELIVERY. COMPARABILITY: FIGURES PUBLISHED IN
PREVIOUS REPORTS IN THIS SERIES FEATURED MEAN CONNECTION SPEED VALUES, WHEREAS WE NOW FEATURE MEDIAN VALUES. CONSEQUENTLY, VALUES SHOWN HERE ARE NOT COMPARABLE WITH VALUES
SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS
INTERNET CONNECTION SPEEDS
JAN
2023

57
139.41
131.54
118.76
113.44
109.40
109.06
90.49
86.01
85.64
82.68
77.36
74.83
72.18
68.04
62.95
61.40
61.19
59.66
56.64
56.51
56.18
56.18
46.02
44.46
41.09
40.92
40.92
39.59
39.25
37.85
36.70
36.34
36.07
33.97
33.36
31.93
31.65
27.18
25.85
24.84
24.07
24.04
22.17
22.17
21.73
20.41
19.84
18.26
17.27
10.82
7.90
U.A.E.
NORWAY
SOUTH
KOREA
DENMARK
CHINA
NETHERLANDS
SAUDI
ARABIA
AUSTRALIA
SWEDEN
CANADA
SWITZERLAND
U.S.A.
SINGAPORE
TAIWAN
PORTUGAL
GREECE
AUSTRIA
FRANCE
NEW
ZEALAND
HONG
KONG
BELGIUM
GERMANY
U.K.
CZECHIA
ROMANIA
JAPAN
POLAND
VIETNAM
ITALY
THAILAND
SOUTH
AFRICA
MALAYSIA
SPAIN
WORLDWIDE
BRAZIL
TURKEY
MOROCCO
ISRAEL
CHILE
IRELAND
MEXICO
PHILIPPINES
ARGENTINA
EGYPT
RUSSIA
KENYA
NIGERIA
INDIA
INDONESIA
COLOMBIA
GHANA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2022. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN PREVIOUS
REPORTS IN THIS SERIES USED MEAN VALUES (RATHER THAN MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH THOSE SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS (IN MBPS)
MOBILE INTERNET CONNECTION SPEEDS
JAN
2023
DATAREPORTAL

58
142 AFGHANISTAN 5.27 0% 2.10 31
141 VENEZUELA 5.71 -0.9% 3.32 37
140 CUBA 5.74 -62.8% 3.70 123
139 HAITI 6.30 -41.2% 4.53 26
138 PAPUA NEW GUINEA 6.75 [N/A] 8.14 42
137 GHANA 7.90 -2.1% 7.21 29
136 TAJIKISTAN 8.17 +7.9% 4.91 25
135 SYRIA 9.27 -18.9% 6.29 28
134 YEMEN 9.63 [N/A] 6.09 22
133 BELIZE 9.73 [N/A] 7.38 26
01 QATAR 176.18 +79.6% 25.13 19
02 UNITED ARAB EMIRATES 139.41 +2.3% 21.60 20
03 NORWAY 131.54 +12.8% 18.81 27
04 SOUTH KOREA 118.76 +13.1% 16.19 44
05 DENMARK 113.44 +39.1% 18.89 19
06 CHINA 109.40 +12.7% 24.82 27
07 NETHERLANDS 109.06 +14.9% 16.15 23
08 MACAU 106.38 +159.0% 34.22 15
09 BULGARIA 103.29 +22.1% 20.15 20
10 BRUNEI 102.06 +64.5% 32.64 16
# 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 NOVEMBER 2022. 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.
COMPARABILITY: PREVIOUS REPORTS FEATURED MEAN VALUES (NOT MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA MOBILE CONNECTIONS
MOBILE INTERNET CONNECTION SPEEDS
JAN
2023

59
216.46
214.58
214.23
205.63
194.35
189.48
188.35
186.76
170.25
166.78
150.32
150.15
144.78
136.87
133.18
124.14
120.82
119.06
111.55
107.83
97.52
95.95
95.66
95.34
91.50
89.61
88.12
86.70
81.42
80.69
80.27
77.91
74.92
74.54
73.21
67.23
60.25
60.12
53.06
52.78
49.91
49.09
45.79
42.79
40.12
31.86
27.70
24.32
17.97
11.84
9.60
CHILE
CHINA
SINGAPORE
THAILAND
HONG
KONG
U.S.A.
DENMARK
U.A.E.
ROMANIA
SPAIN
JAPAN
FRANCE
SWITZERLAND
CANADA
NEW
ZEALAND
TAIWAN
NETHERLANDS
PORTUGAL
NORWAY
SWEDEN
BRAZIL
POLAND
ISRAEL
SOUTH
KOREA
MALAYSIA
COLOMBIA
SAUDI
ARABIA
BELGIUM
PHILIPPINES
GERMANY
VIETNAM
IRELAND
RUSSIA
WORLDWIDE
U.K.
AUSTRIA
ARGENTINA
ITALY
AUSTRALIA
CZECHIA
MEXICO
INDIA
EGYPT
GREECE
SOUTH
AFRICA
TURKEY
GHANA
INDONESIA
MOROCCO
NIGERIA
KENYA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2022. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN PREVIOUS
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS (IN MBPS)
FIXED INTERNET CONNECTION SPEEDS
JAN
2023
DATAREPORTAL

60
180 CUBA 1.91 +0.5% 0.87 126
179 AFGHANISTAN 2.25 +34.7% 2.71 22
178 TURKMENISTAN 2.45 +23.7% 2.16 93
177 SOUTH SUDAN 2.81 [N/A] 3.30 30
176 SYRIA 3.16 +9.0% 3.69 24
175 YEMEN 3.90 +41.3% 0.96 38
174 NIGER 4.47 +32.2% 2.45 23
173 BURUNDI 4.90 -1.4% 6.43 24
172 SUDAN 5.04 +40.4% 3.49 28
171 ESWATINI 5.16 +17.3% 4.17 28
01 CHILE 216.46 +25.1% 130.66 6
02 CHINA 214.58 +46.4% 38.32 12
03 SINGAPORE 214.23 +16.0% 178.57 4
04 THAILAND 205.63 +20.0% 175.09 5
05 HONG KONG 194.35 +26.2% 137.16 4
06 UNITED STATES OF AMERICA 189.48 +41.3% 22.54 14
07 DENMARK 188.35 +23.7% 104.41 7
08 UNITED ARAB EMIRATES 186.76 +80.1% 94.26 5
09 MONACO 181.26 +28.0% 121.95 5
10 ROMANIA 170.25 +36.9% 102.19 5
FASTEST MEDIAN FIXED INTERNET CONNECTION SPEEDS SLOWEST MEDIAN FIXED INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR NOVEMBER 2022. 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.
COMPARABILITY: PREVIOUS REPORTS FEATURED MEAN VALUES (NOT MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA FIXED CONNECTIONS
FIXED INTERNET CONNECTION SPEEDS
JAN
2023

61
01 PANAMA 118.01 MBPS 13.92 MBPS 8.5 : 1
02 CHILE 216.46 MBPS 25.85 MBPS 8.4 : 1
03 COLOMBIA 89.61 MBPS 10.82 MBPS 8.3 : 1
04 THAILAND 205.63 MBPS 37.85 MBPS 5.4 : 1
05 UKRAINE 60.00 MBPS 11.23 MBPS 5.3 : 1
06 SPAIN 166.78 MBPS 36.07 MBPS 4.6 : 1
07 JORDAN 74.46 MBPS 16.60 MBPS 4.5 : 1
08 BELARUS 50.27 MBPS 11.71 MBPS 4.3 : 1
09 BELIZE 40.72 MBPS 9.73 MBPS 4.2 : 1
10 ROMANIA 170.25 MBPS 41.09 MBPS 4.1 : 1
01 MALDIVES 71.40 MBPS 10.45 MBPS 6.8 : 1
02 BOTSWANA 33.05 MBPS 7.52 MBPS 4.4 : 1
03 LEBANON 28.39 MBPS 7.27 MBPS 3.9 : 1
04 ETHIOPIA 19.10 MBPS 5.19 MBPS 3.7 : 1
05 IRAN 40.97 MBPS 11.62 MBPS 3.5 : 1
06 MOZAMBIQUE 19.13 MBPS 6.29 MBPS 3.0 : 1
07 CUBA 5.74 MBPS 1.91 MBPS 3.0 : 1
08 SYRIA 9.27 MBPS 3.16 MBPS 2.9 : 1
09 SUDAN 13.38 MBPS 5.04 MBPS 2.7 : 1
10 TUNISIA 21.42 MBPS 8.15 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 NOVEMBER 2022. “RATIO” FIGURES OFFER A COMPARISON BETWEEN THE TWO
DOWNLOAD SPEEDS. RANKING ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 10,000 PEOPLE. COMPARABILITY: INTERNET CONNECTION SPEEDS FEATURED IN PREVIOUS
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE GREATEST DIFFERENCES BETWEEN MEDIAN DOWNLOAD SPEEDS FOR MOBILE AND FIXED CONNECTIONS
COMPARING MOBILE AND FIXED SPEEDS
JAN
2023

Meltwater Insights
The social listening data around why we go online
Internet Use
What’s the streaming series everyone’s
talking about? Who sings that hit song
and are they on tour? What’s behind
the latest craze that popped up out of
nowhere? The internet has always been
informative and has only gotten more
immediate with time.
When inflation and supply chain issues
began shifting how the world eats, food-
lovers turned to social media platforms to
document and discuss the changes.
The rise in Twitter conversations about
the costs of food and value of fine dining
highlights the internet as a place to find
mutual understanding.
period-over-period change in Twitter
conversations about the cost of food.
+46% 91%
+6,024%
of luxury fashion netizens make purchases
influenced by social media, compared to
67% of the global general public.
period-over-period change in Twitter
conversations about the metaverse
and sports.
From runway show stills to “get ready with
me” (aka GRWM) shorts, fashion netizens
are experts at finding, creating, and
sharing style inspiration online.
They, like many consumers, scroll their
feeds looking for “tour guides” for their
interests.
Social listening data gives marketers
endless ways to meet their curiosity.
Community and commiseration Guidance and influence Context and information
Looking to connect with your audience? Learn how
Meltwater can help you leverage social listening.
PARTNER CONTENT

63
57.8%
53.7%
50.9%
49.7%
47.6%
44.3%
43.4%
43.2%
41.0%
38.3%
36.4%
34.7%
33.7%
30.5%
29.0%
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
RESEARCHING PRODUCTS AND BRANDS
ACCESSING AND LISTENING TO MUSIC
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
MEETING NEW PEOPLE AND MAKING NEW CONNECTIONS
BUSINESS-RELATED RESEARCH
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
JAN
2023
DATAREPORTAL

64
7.94 7.84 7.86 7.83
7.57 7.38 7.35
7.62
DECREASE OF 11.3%
7.54 7.57 7.49 7.32 7.40 7.23 7.28 7.08 7.04
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
SOURCE: GWI (Q3 2018 TO 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: SURVEY RESPONDENTS
COULD SELECT FROM THE SAME DEFINED LIST OF 19 OPTIONS IN EACH WAVE OF RESEARCH.
GLOBAL OVERVIEW
AVERAGE NUMBER OF REASONS CITED BY INTERNET USERS AGED 16 TO 64 AS PRIMARY MOTIVATIONS FOR USING THE INTERNET
NUMBER OF REASONS FOR USING THE INTERNET
JAN
2023
DATAREPORTAL

65
94.8%
94.6%
81.8%
76.0%
55.0%
48.9%
46.3%
41.4%
41.1%
39.7%
34.3%
29.0%
27.7%
26.4%
25.0%
24.1%
23.8%
23.6%
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)
BANKING, INVESTING, OR INSURANCE
SPORTS
TRAVEL
HEALTH AND FITNESS
EDUCATION
FOOD TAKEAWAY AND DELIVERY
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
JAN
2023
DATAREPORTAL

66
59.00% 38.99% 1.98% 0.02%
+9.3% -10.4% -19.8% -33.3%
+504 BPS -454 BPS -49 BPS -1 BP
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 NOVEMBER 2022. 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
JAN
2023

67
86.6%
84.9%
83.6%
79.0%
75.5%
74.9%
74.7%
74.3%
73.8%
68.2%
68.0%
64.5%
63.7%
61.9%
61.5%
60.6%
60.5%
59.0%
58.3%
58.0%
58.0%
57.7%
54.8%
54.5%
54.3%
54.2%
53.7%
52.0%
50.1%
48.3%
48.2%
48.0%
47.8%
46.3%
45.8%
45.3%
42.8%
42.6%
42.0%
41.1%
40.9%
40.7%
40.6%
40.4%
38.9%
38.3%
38.3%
35.9%
35.4%
34.8%
32.9%
VIETNAM
TURKEY
NIGERIA
SOUTH
AFRICA
INDIA
KENYA
SINGAPORE
GHANA
SAUDI
ARABIA
EGYPT
THAILAND
INDONESIA
U.A.E.
ARGENTINA
COLOMBIA
POLAND
IRELAND
WORLDWIDE
SOUTH
KOREA
ISRAEL
CHILE
ROMANIA
BRAZIL
MOROCCO
SPAIN
MALAYSIA
CHINA
ITALY
FRANCE
U.S.A.
PHILIPPINES
SWEDEN
U.K.
GERMANY
AUSTRIA
NETHERLANDS
TAIWAN
AUSTRALIA
CZECHIA
SWITZERLAND
RUSSIA
NEW
ZEALAND
CANADA
HONG
KONG
MEXICO
JAPAN
GREECE
PORTUGAL
BELGIUM
NORWAY
DENMARK
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 NOVEMBER 2022.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
JAN
2023
DATAREPORTAL

68
12.6%
19.1%
31.5%
37.6%
48.2% 50.0%
44.1%
52.0% 52.9% 54.0%
59.0%
+50.9% +65.2% +19.3% +28.2% +3.6% -11.6% +17.8% +1.8% +2.0% +9.3%
NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
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. 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
JAN
2023
DATAREPORTAL

69
52.2%
54.8% 55.1% 55.7% 54.4% 55.8%
59.0% 59.5% 59.1%
+4.9% +0.5% +1.2% -2.4% +2.6% +5.7% +1.0% -0.7%
2020 2021 2021 2021 2021 2022 2022 2022 2022
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
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)
JAN
2023
DATAREPORTAL

Consumer
engagement
and friendship
have more
in common
than you think.
Gifts you a
hand-painted portrait
of your childhood pet
Regifts you a box of
expired chocolates
(despite your allergy)
75% of companies
think they’re providing
good personalized
experiences
Over 50% of
consumers disagree
MAKE IT
PERSONAL
Never reveals secrets
you’ve asked them
to keep
Discloses who your
“office crush” is at the
holiday party
95% of B2C companies
believe consumers
trust their ability to
protect data
Only 65% of
consumers actually
do trust these
companies
CLOSE THE
TRUST GAP
Helps you design an
epic Zoom background
to impress your new
colleagues
Always asks you to
call customer support
when the Internet
is down
Companies believe that
no consumer would
rather shave their head
over talking to
customer service
36% of consumers
say they’d rather
shave their head than
contact customer
service teams
ENGAGE
SMARTER
THE REALITY
GOOD CONSUMER
ENGAGEMENT
BEST FRIEND WORST FRIEND LESSONS
Better relationships, better communications:
You don’t have to be your consumers’ best friend to act like one.
Check out The executive leader's guide to customer engagement
Twilio report for more practical insights.
Read report
PARTNER CONTENT

71
2.68% 2.27% 0.72% 2.31%
-4.3% (-12 BPS) -3.0% (-7 BPS) +7.5% (+5 BPS) -17.8% (-50 BPS)
65.86% 18.67% 4.45% 3.04%
+2.8% (+180 BPS) -2.9% (-55 BPS) +6.2% (+26 BPS) -22.3% (-87 BPS)
SAMSUNG INTERNET OPERA ANDROID 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 NOVEMBER 2022. 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
JAN
2023

72
31.3%
35.1%
42.2%
47.9%
51.4%
55.0%
61.8%
64.3% 63.5% 64.1% 65.9%
+12.2% +20.4% +13.3% +7.5% +7.0% +12.3% +4.0% -1.1% +0.8% +2.8%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO GOOGLE’S CHROME BROWSER COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB
BROWSERS RUNNING ON ANY DEVICE. 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
NUMBER OF WEB PAGES SERVED TO GOOGLE CHROME AS A PERCENTAGE OF ALL WEB PAGES SERVED TO WEB BROWSERS (ANY DEVICE)
GOOGLE CHROME’S SHARE OF WEB TRAFFIC
JAN
2023
DATAREPORTAL

73
11 YAHOO.COM 3.34 B 614 M 17M 36S 3.2
12 SPANKBANG.COM 3.02 B 743 M 13M 25S 7.7
13 AMAZON.COM 2.70 B 898 M 13M 01S 5.8
14 FANDOM.COM 2.65 B 803 M 13M 16S 3.1
15 XHAMSTER.COM 2.62 B 756 M 14M 06S 6.1
16 YANDEX.RU 2.59 B 314 M 17M 22S 2.6
17 WEATHER.COM 2.54 B 1.14 B 7M 56S 1.5
18 TIKTOK.COM 2.18 B 995 M 9M 37S 2.0
19 YAHOO.CO.JP 1.95 B 208 M 21M 53S 5.4
20 LIVEDOOR.JP 1.70 B 107 M 19M 10S 5.0
01 GOOGLE.COM 88.4 B 8.13 B 21M 51S 3.6
02 YOUTUBE.COM 74.8 B 5.85 B 36M 04S 6.1
03 FACEBOOK.COM 10.7 B 2.48 B 22M 43S 3.0
04 PORNHUB.COM 10.2 B 2.14 B 10M 35S 6.9
05 XVIDEOS.COM 8.77 B 1.79 B 12M 10S 7.3
06 TWITTER.COM 8.18 B 2.10 B 21M 55S 1.8
07 WIKIPEDIA.ORG 6.67 B 1.97 B 11M 09S 2.1
08 REDDIT.COM 4.82 B 1.25 B 17M 53S 3.0
09 INSTAGRAM.COM 4.46 B 1.57 B 17M 27S 2.2
10 XNXX.COM 3.74 B 991 M 10M 55S 7.0
# 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 BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. 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 BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022
TOP WEBSITES: SEMRUSH RANKING
JAN
2023

74
11 WHATSAPP.COM 2.86 B 420 M 7M 15S 2
12 PORNHUB.COM 2.69 B 401 M 8M 21S 9
13 AMAZON.COM 2.49 B 473 M 8M 37S 11
14 XNXX.COM 2.45 B 308 M 8M 36S 11
15 YAHOO.CO.JP 2.24 B 93.1 M 5M 41S 5
16 REDDIT.COM 1.82 B 234 M 9M 36S 7
17 LINKEDIN.COM 1.60 B 298 M 9M 44S 8
18 OFFICE.COM 1.58 B 148 M 9M 44S 7
19 VK.COM 1.43 B 118 M 2M 06S 2
10 SAMSUNG.COM 1.41 B 328 M 2M 39S 2
01 GOOGLE.COM 87.1 B 3.11 B 11M 09S 9
02 YOUTUBE.COM 34.3 B 1.94 B 21M 32S 12
03 FACEBOOK.COM 19.4 B 1.61 B 9M 58S 9
04 TWITTER.COM 6.91 B 966 M 10M 45S 10
05 INSTAGRAM.COM 6.39 B 1.04 B 7M 46S 11
06 BAIDU.COM 5.40 B 253 M 5M 43S 8
07 ALIEXPRESS.COM 5.08 B 156 M 3M 54S 3
08 WIKIPEDIA.ORG 5.02 B 1.03 B 7M 44S 6
09 YAHOO.COM 3.41 B 411 M 3M 44S 2
10 XVIDEOS.COM 3.08 B 408 M 9M 42S 9
# 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: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022. NOTES: 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. VALUES FOR “TOTAL VISTS” AND “UNIQUE VISITORS”
REPRESENT MONTHLY AVERAGES. 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.
GLOBAL OVERVIEW
SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022
TOP WEBSITES: SIMILARWEB RANKING
JAN
2023

75
0.78% 0.60% 0.17% 0.62%
-55.4% (-97 BPS) -9.1% (-6 BPS) +54.5% (+6 BPS) +31.9% (+15 BPS)
92.21% 3.42% 1.23% 0.97%
+0.9% (+79 BPS) +8.9% (+28 BPS) -19.6% (-30 BPS) +5.4% (+5 BPS)
BAIDU DUCKDUCKGO NAVER OTHER
GOOGLE BING YAHOO! YANDEX
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 NOVEMBER 2022. 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
JAN
2023

76
91.3% 89.0% 90.1% 91.5% 93.0% 92.1% 92.4% 93.0% 92.2% 91.4% 92.2%
-2.5% +1.2% +1.6% +1.6% -1.0% +0.3% +0.6% -0.8% -0.8% +0.9%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO GOOGLE’S CHROME BROWSER COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB
BROWSERS RUNNING ON ANY DEVICE. 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
WEB TRAFFIC REFERRED BY GOOGLE AS A PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES (ANY DEVICE)
GOOGLE’S SHARE OF SEARCH ENGINE REFERRALS
JAN
2023
DATAREPORTAL

77
11 WHATSAPP WEB 28 +23% +515%
12 VIDEOS 28 +3% -18%
13 GMAIL 25 +2% -47%
14 TIEMPO 25 0% +38%
15 AS 23 +22% +20%
16 TRADUCTOR 21 +14% +8%
17 SATTA 19 +27% +178%
18 GOOGLE TRANSLATE 18 +8% +22%
19 TWITTER 18 +3% +29%
20 SAMSUNG 18 +11% 0%
01 GOOGLE 100 0% -33%
02 YOUTUBE 75 -12% -44%
03 VIDEO 68 +11% -4%
04 FACEBOOK 62 -21% -69%
05 WEATHER 58 -8% +4%
06 TRANSLATE 46 +16% +62%
07 WHATSAPP 44 +10% +162%
08 NEWS 38 -20% -29%
09 AMAZON 37 +6% +16%
10 INSTAGRAM 33 +12% +42%
# SEARCH QUERY INDEX ▲ 1 YEAR ▲ 5 YEAR # SEARCH QUERY INDEX ▲ 1 YEAR ▲ 5 YEAR
SOURCE: GOOGLE TRENDS. RANKING BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES ARE AS
PUBLISHED BY GOOGLE TRENDS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH
VOLUME OF THE TOP QUERY. FIGURES IN THE “▲ 1 YEAR” AND “▲ 5 YEAR “ COLUMNS SHOW THE RELATIVE CHANGE IN INDEXED SEARCH VOLUME FOR EACH QUERY OVER TIME. 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 2022 AND 31 DECEMBER 2022
TOP GOOGLE SEARCHES
JAN
2023

WE ARE SOCIAL INSIGHT_THINK FORWARD 2023
PEOPLE WANT SEARCH TO BE LESS PRECISE, AND
MORE EXPLORATORY
TEXTURED DISCOVERY
We are experiencing a shift in how people explore the internet and discover
new content. Users are questioning the old ways and capitalising on the rich
data social offers, supplementing traditional modes of search with ones that
are visual, collaborative, serendipitous, and brimming with personal
experience.
Personalisation and simplicity used to be the markers of good search and
discovery. Now, however, there’s more value in brands that make search feel
collaborative and surprising. Brands can bring users together in a shared act
of discovery, or use the spatial landscape of the metaverse to make online
shoppers feel like they’re stumbling upon unlikely discoveries.
In the eighth issue of our annual report Think Forward, we unpick the complex
and ever-changing web of digital culture and behaviour, and explore the role
brands can play in reflecting and shaping it.
Brands can turn discovery into a
collaborative process to see a slice of
the internet that would've otherwise
been hidden from view. That’s what
Spotify did when it let people
collaboratively discover music: its ‘blend
mixes’ let people peer outside of their
own algo-recommended filter bubble,
pushing them onto a pathway of
discovery guided by their music
partner’s taste.
In collaboration with Universal Pictures
and Monkeypaw Productions, Meta
launched Nope World on its Horizon
Worlds platform - based on the Jordan
Peele film, Nope. The experience had a
virtual train ride in which visitors could
discover Easter eggs based on the film
throughout. This type of the spatial,
multi-sensory landscape of virtual
worlds lends itself well in the new type
of the discovery process.
FIND OUT MORE IN
PARTNER CONTENT

79
23.2% 23.9% 24.1%
22.0% 22.6% 22.5%
21.7%
+3.0% +0.8% -8.7% +2.7% -0.4% -3.6%
Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2021 2021 2022 2022 2022
SOURCE: GWI (Q1 2021 TO 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: 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%).
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
JAN
2023
DATAREPORTAL

80
29.8%
27.2%
24.8%
23.0%
22.9%
22.7%
22.7%
22.5%
22.3%
22.1%
21.7%
21.2%
20.9%
20.3%
19.4%
18.4%
17.6%
17.0%
16.9%
16.5%
16.3%
15.6%
15.4%
14.4%
14.3%
14.2%
14.1%
13.9%
13.6%
12.9%
12.7%
12.4%
12.3%
11.6%
11.3%
11.1%
11.0%
10.8%
10.5%
10.2%
10.2%
10.1%
9.7%
9.7%
9.6%
9.4%
8.4%
8.0%
7.3%
6.7%
6.2%
INDIA
CHINA
U.S.A.
BRAZIL
VIETNAM
SPAIN
U.A.E.
MEXICO
ITALY
U.K.
WORLDWIDE
TURKEY
CANADA
IRELAND
AUSTRALIA
THAILAND
GERMANY
TAIWAN
SOUTH
AFRICA
HONG
KONG
GHANA
SAUDI
ARABIA
COLOMBIA
NIGERIA
NEW
ZEALAND
FRANCE
PHILIPPINES
INDONESIA
KENYA
CHILE
MALAYSIA
AUSTRIA
SINGAPORE
SWITZERLAND
RUSSIA
PORTUGAL
EGYPT
SWEDEN
POLAND
ARGENTINA
NORWAY
GREECE
DENMARK
ROMANIA
MOROCCO
NETHERLANDS
BELGIUM
ISRAEL
SOUTH
KOREA
JAPAN
CZECHIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
JAN
2023
DATAREPORTAL

81
21.2%
24.3%
21.6%
18.4%
15.2%
23.4%
25.2%
22.3%
19.6%
17.0%
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 VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
JAN
2023
DATAREPORTAL

82
28.3%
29.5% 29.5% 29.3% 29.1% 28.3% 28.4%
+4.2% 0% -0.7% -0.7% -2.7% +0.4%
Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2021 2021 2022 2022 2022
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
JAN
2023
DATAREPORTAL

83
48.8%
48.1%
48.0%
43.1%
41.5%
41.5%
36.7%
35.3%
34.8%
34.7%
32.8%
31.9%
30.8%
29.8%
29.2%
28.4%
28.1%
28.0%
27.9%
27.3%
26.4%
25.9%
25.8%
25.7%
24.5%
24.5%
23.4%
21.8%
21.8%
20.9%
19.8%
19.3%
18.8%
17.8%
17.4%
17.3%
16.9%
16.1%
16.0%
15.6%
15.5%
15.4%
14.2%
12.7%
11.1%
10.9%
10.7%
10.5%
9.6%
9.5%
8.5%
BRAZIL
COLOMBIA
MEXICO
INDONESIA
ARGENTINA
CHILE
VIETNAM
INDIA
THAILAND
PHILIPPINES
TAIWAN
GREECE
PORTUGAL
SAUDI
ARABIA
MALAYSIA
WORLDWIDE
TURKEY
SOUTH
AFRICA
EGYPT
U.A.E.
CHINA
ROMANIA
NIGERIA
SPAIN
ITALY
KENYA
ISRAEL
HONG
KONG
MOROCCO
U.S.A.
POLAND
CZECHIA
CANADA
IRELAND
SOUTH
KOREA
AUSTRALIA
SINGAPORE
NEW
ZEALAND
U.K.
NORWAY
SWEDEN
GHANA
DENMARK
RUSSIA
SWITZERLAND
NETHERLANDS
GERMANY
FRANCE
BELGIUM
AUSTRIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
JAN
2023
DATAREPORTAL

84
33.0%
31.6%
29.3%
25.2%
19.4%
29.7% 29.8% 29.0%
25.0%
20.0%
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 IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
JAN
2023
DATAREPORTAL

85
31.9% 32.3% 31.9%
30.6% 30.0% 29.5% 28.9%
+1.3% -1.2% -4.1% -2.0% -1.7% -2.0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2021 2021 2022 2022 2022
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
JAN
2023
DATAREPORTAL

86
52.2%
50.5%
47.9%
47.6%
47.3%
47.1%
44.7%
43.5%
43.0%
41.8%
40.8%
39.8%
38.9%
38.7%
38.5%
37.0%
37.0%
35.9%
35.1%
34.3%
34.2%
33.9%
33.8%
33.5%
31.5%
30.8%
30.8%
29.4%
29.3%
29.2%
28.9%
28.8%
28.8%
28.4%
27.2%
26.6%
26.4%
25.7%
25.4%
23.9%
23.7%
22.7%
21.6%
21.6%
20.9%
18.8%
17.6%
17.3%
15.7%
15.7%
9.6%
INDONESIA
COLOMBIA
SWITZERLAND
MEXICO
BRAZIL
ARGENTINA
CHILE
SPAIN
POLAND
THAILAND
ISRAEL
TAIWAN
MALAYSIA
SAUDI
ARABIA
PORTUGAL
GREECE
U.A.E.
CZECHIA
HONG
KONG
VIETNAM
AUSTRIA
BELGIUM
TURKEY
ROMANIA
INDIA
EGYPT
PHILIPPINES
SWEDEN
FRANCE
GERMANY
WORLDWIDE
ITALY
SOUTH
AFRICA
SINGAPORE
NETHERLANDS
NORWAY
IRELAND
MOROCCO
DENMARK
GHANA
CANADA
RUSSIA
CHINA
KENYA
NIGERIA
SOUTH
KOREA
U.S.A.
U.K.
AUSTRALIA
NEW
ZEALAND
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
JAN
2023
DATAREPORTAL

87
34.7%
29.5%
26.4%
23.5%
19.3%
32.9%
31.2%
29.2%
27.0%
23.0%
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 ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
JAN
2023
DATAREPORTAL

88
11 PORTUGUESE 1.5% 3.2%
12 VIETNAMESE 1.4% 1.1%
13 DUTCH, FLEMISH 1.2% 0.4%
14 POLISH 1.1% 0.5%
15 ARABIC 0.9% 4.9%
16 KOREAN 0.6% 1.0%
17 INDONESIAN 0.6% 2.5%
18 UKRAINIAN 0.6% 0.6%
19 CZECH 0.5% 0.1%
20 THAI 0.5% 0.8%
01 ENGLISH 58.8% 18.1%
02 RUSSIAN 5.3% 3.2%
03 SPANISH 4.3% 6.8%
04 FRENCH 3.7% 3.4%
05 GERMAN 3.7% 1.7%
06 JAPANESE 3.0% 1.6%
07 TURKISH 2.8% 1.1%
08 PERSIAN 2.3% 1.0%
09 CHINESE 1.7% 18.7%
10 ITALIAN 1.6% 0.8%
# LANGUAGE
SHARE OF
WEBSITES
SHARE OF
POPULATION
# LANGUAGE
SHARE OF
WEBSITES
SHARE OF
POPULATION
SOURCES: W3TECHS; ETHNOLOGUE; U.N; KEPIOS ANALYSIS. NOTES: WEBSITE LANGUAGES AS DEFINED BY W3TECHS. LANGUAGES INCLUDE SUB-LANGUAGES (E.G. “CHINESE” INCLUDES MANDARIN,
YUE, ETC.). FIGURES IN THE “SHARE OF WEBSITES” COLUMN ARE BASED ON W3TECH’S ANALYSIS OF TRAFFIC FOR THE TOP 10 MILLION WEBSITES, AS RANKED BY ALEXA INTERNET. FIGURES IN THE “SHARE OF
POPULATION” COLUMN COMPARE THE TOTAL NUMBER OF FIRST- AND SECOND-LANGUAGE SPEAKERS OF EACH LANGUAGE (INCLUDING SUB-LANGUAGES) TO THE TOTAL GLOBAL POPULATION.
GLOBAL OVERVIEW
SHARE OF WEB PAGES THAT FEATURE CONTENT IN EACH LANGUAGE, COMPARED WITH SHARE OF GLOBAL POPULATION THAT SPEAKS EACH LANGUAGE
MOST COMMON LANGUAGES FOR WEB CONTENT
JAN
2023

89
11 LIONEL MESSI 21,710,000 716
12 AMBER HEARD 20,400,000 1,061
13 FIFA WORLD CUP 20,110,000 465
14 JOHNNY DEPP 19,900,000 408
15 MICROSOFT OFFICE 19,620,000 60
16 WIKIPEDIA 18,510,000 430
17 RUSSO-UKRAINIAN WAR 17,830,000 1,633
18 HOUSE OF THE DRAGON 17,580,000 2,440
19 UNITED STATES 17,550,000 3,220
20 TOP GUN: MAVERICK 17,520,000 3,816
01 JEFFREY DAHMER 54,850,000 536
02 2022 RUSSIAN INVASION OF UKRAINE 50,310,000 11,994
03 DEATHS IN 2022 46,510,000 3
04 2022 FIFA WORLD CUP 46,440,000 3,163
05 ELIZABETH II 43,570,000 2,338
06 YOUTUBE 39,230,000 322
07 ELON MUSK 27,880,000 3,481
08 VLADIMIR PUTIN 25,460,000 1,186
09 UKRAINE 23,560,000 1,134
10 CRISTIANO RONALDO 22,690,000 689
# PAGE VIEWS EDITS # PAGE VIEWS EDITS
SOURCE: WMCLOUD. NOTES: VIEWS REPRESENT TOTAL (CUMULATIVE) PAGE VIEWS BETWEEN JANUARY AND DECEMBER 2022. VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000; FIGURES FOR
EDITS ARE SHOWN AS IS. AS PER GUIDANCE FROM THE WIKIMEDIA FOUNDATION, THIS RANKING EXCLUDES PAGES WITH HIGH VOLUMES OF SUSPECTED AUTOMATED TRAFFIC (I.E. WHERE MOBILE PAGE VIEWS
ACCOUNT FOR LESS THAN 5% OR MORE THAN 95% OF TOTAL PAGE VIEWS).
GLOBAL OVERVIEW
WIKIPEDIA PAGES WITH THE GREATEST NUMBER OF PAGE VIEWS BETWEEN JANUARY AND DECEMBER 2022
MOST VIEWED WIKIPEDIA PAGES IN 2022
JAN
2023

90
27.1% 26.4% 26.7% 26.2% 25.5%
YOY: -9.1% (-270 BPS) YOY: -4.7% (-130 BPS) YOY: -6.3% (-180 BPS) YOY: -4.4% (-120 BPS) YOY: -4.5% (-120 BPS)
92.8% 50.0% 35.8% 28.7% 29.7%
YOY: +1.0% (+90 BPS) YOY: -2.7% (-140 BPS) YOY: -3.5% (-130 BPS) YOY: -8.3% (-260 BPS) YOY: -2.3% (-70 BPS)
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
SOURCE: GWI (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: “YOY” PERCENTAGE VALUES
REPRESENT THE 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 THE ABSOLUTE CHANGE (IN BASIS
POINTS).
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
JAN
2023

91
01 YOUTUBE GOOGLE
02 TIKTOK BYTEDANCE
03 NETFLIX NETFLIX
04 MX PLAYER KUAISHOU
05 HOTSTAR DISNEY
06 KWAI KUAISHOU
07 VLC MEDIA PLAYER VIDEOLAN
08 AMAZON PRIME VIDEO AMAZON
09 PLAYIT PLAYIT
10 TWITCH AMAZON
01 YOUTUBE GOOGLE
02 TIKTOK BYTEDANCE
03 NETFLIX NETFLIX
04 MX PLAYER TIMES GROUP
05 AMAZON PRIME VIDEO AMAZON
06 MI VIDEO – VIDEO PLAYER XIAOMI
07 HOTSTAR DISNEY
08 GOOGLE PLAY MOVIES AND TV GOOGLE
09 VLC MEDIA PLAYER VIDEOLAN
10 DISNEY+ DISNEY
# APP NAME COMPANY # APP NAME COMPANY
TOP VIDEO ENTERTAINMENT APPS BY TOTAL TIME SPENT
TOP VIDEO ENTERTAINMENT APPS BY ACTIVE USERS
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: ONLY INCLUDES MOBILE APPS THAT ARE PRIMARILY INTENDED TO STREAM VIDEO CONTENT. DOES NOT INCLUDE USERS ACCESSING
SERVICES THROUGH DEVICES OTHER THAN MOBILE PHONES. RANKINGS BASED ON USER ACTIVITY BETWEEN JANUARY AND DECEMBER 2022. 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 THROUGHOUT 2022
VIDEO ENTERTAINMENT: TOP MOBILE APPS
JAN
2023

92
64.0%
62.3%
59.2%
58.9%
58.7%
56.6%
53.6%
53.5%
52.7%
52.5%
52.0%
51.4%
48.8%
48.1%
46.2%
45.7%
45.6%
44.0%
43.8%
43.4%
43.4%
43.3%
43.1%
42.0%
41.0%
40.9%
39.9%
38.8%
38.2%
37.7%
36.8%
36.4%
35.8%
34.8%
34.3%
33.5%
33.3%
33.2%
32.9%
32.7%
32.3%
31.7%
30.6%
29.3%
29.1%
26.4%
25.4%
23.8%
23.7%
13.2%
10.8%
PHILIPPINES
SOUTH
AFRICA
TURKEY
INDONESIA
NIGERIA
BRAZIL
INDIA
GHANA
COLOMBIA
KENYA
U.A.E.
SAUDI
ARABIA
MALAYSIA
ARGENTINA
VIETNAM
MEXICO
CHILE
ITALY
ROMANIA
WORLDWIDE
IRELAND
SPAIN
U.S.A.
EGYPT
CANADA
NEW
ZEALAND
PORTUGAL
GREECE
SWITZERLAND
SINGAPORE
CHINA
AUSTRALIA
POLAND
RUSSIA
ISRAEL
U.K.
MOROCCO
FRANCE
GERMANY
THAILAND
AUSTRIA
TAIWAN
SWEDEN
DENMARK
HONG
KONG
NETHERLANDS
BELGIUM
CZECHIA
NORWAY
SOUTH
KOREA
JAPAN
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
JAN
2023
DATAREPORTAL

93
48.2%
46.3%
43.8%
38.0%
32.4%
46.5% 45.3%
43.6%
41.1%
34.9%
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
JAN
2023
DATAREPORTAL

94
55.6%
33.3%
33.2%
33.0%
31.9%
30.8%
30.6%
28.7%
28.7%
27.8%
27.5%
25.5%
25.4%
25.3%
25.0%
23.6%
22.8%
22.2%
21.2%
21.1%
20.9%
20.7%
20.1%
19.7%
19.7%
19.5%
19.3%
18.2%
18.0%
17.8%
17.5%
17.4%
17.3%
17.2%
17.1%
17.1%
16.9%
16.7%
16.4%
15.8%
15.6%
15.5%
14.9%
14.3%
13.8%
13.6%
12.7%
12.0%
11.6%
9.7%
6.2%
PHILIPPINES
INDONESIA
TAIWAN
BRAZIL
U.A.E.
NIGERIA
INDIA
CHINA
KENYA
SOUTH
AFRICA
MEXICO
WORLDWIDE
MALAYSIA
HONG
KONG
SAUDI
ARABIA
GHANA
SPAIN
COLOMBIA
ROMANIA
VIETNAM
THAILAND
TURKEY
PORTUGAL
IRELAND
NEW
ZEALAND
EGYPT
SOUTH
KOREA
MOROCCO
SWEDEN
SINGAPORE
CHILE
AUSTRALIA
U.S.A.
POLAND
CANADA
FRANCE
NETHERLANDS
ITALY
ARGENTINA
NORWAY
SWITZERLAND
GERMANY
U.K.
ISRAEL
AUSTRIA
DENMARK
BELGIUM
RUSSIA
GREECE
CZECHIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH VLOGS EACH WEEK
WATCHING VLOGS
JAN
2023
DATAREPORTAL

95
36.7%
31.8%
25.6%
19.5%
13.0%
28.5%
26.9%
23.2%
17.8%
12.9%
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 VLOGS EACH WEEK
WATCHING VLOGS
JAN
2023
DATAREPORTAL

96
95.5% 87.1% 90.9% 23.7% 4.5%
-2.2% (-210 BPS) -2.1% (-190 BPS) -2.8% (-260 BPS) -6.7% (-170 BPS) +87.5% (+210 BPS)
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
SOURCE: GWI (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: YEAR-ON-YEAR CHANGE VALUES
REPRESENT THE RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS).
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
JAN
2023

97
97.9%
97.7%
97.6%
97.5%
97.3%
97.0%
96.6%
96.3%
96.3%
96.2%
96.0%
96.0%
95.4%
95.2%
94.9%
94.7%
94.6%
94.3%
94.3%
94.3%
94.1%
93.8%
93.5%
93.4%
92.9%
92.7%
91.7%
91.7%
91.3%
91.0%
90.9%
90.7%
90.5%
90.4%
89.8%
88.7%
87.4%
86.4%
86.4%
86.2%
86.1%
85.7%
84.4%
84.0%
83.5%
79.9%
69.0%
PHILIPPINES
MEXICO
BRAZIL
INDIA
SOUTH
AFRICA
CHILE
ARGENTINA
SAUDI
ARABIA
TURKEY
VIETNAM
INDONESIA
NEW
ZEALAND
THAILAND
COLOMBIA
GREECE
MALAYSIA
U.A.E.
IRELAND
ISRAEL
SWEDEN
HONG
KONG
DENMARK
U.S.A.
TAIWAN
AUSTRALIA
U.K.
SINGAPORE
SPAIN
ROMANIA
POLAND
WORLDWIDE
ITALY
CANADA
NORWAY
FRANCE
EGYPT
NETHERLANDS
PORTUGAL
SWITZERLAND
AUSTRIA
GERMANY
CHINA
CZECHIA
BELGIUM
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
JAN
2023
DATAREPORTAL

98
94.5% 93.7% 90.9%
86.2%
80.8%
94.6% 93.9% 91.4%
87.4%
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
JAN
2023
DATAREPORTAL

99
25.7%
28.4% 29.5%
31.7%
36.5%
39.2%
41.0% 42.2%
44.0% 45.3%
+10.6% +3.7% +7.5% +15.1% +7.4% +4.7% +2.8% +4.4% +3.0%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
GLOBAL OVERVIEW
TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME (YOY)
JAN
2023
DATAREPORTAL

100
STREAMING:
42.2%
STREAMING:
42.3%
STREAMING:
43.0%
STREAMING:
43.8%
STREAMING:
44.0%
STREAMING:
43.8%
STREAMING:
43.9%
STREAMING:
44.9%
STREAMING:
45.3%
BROADCAST:
57.8%
BROADCAST:
57.7%
BROADCAST:
57.0%
BROADCAST:
56.2%
BROADCAST:
56.0%
BROADCAST:
56.2%
BROADCAST:
56.1%
BROADCAST:
55.1%
BROADCAST:
54.7%
+0.5% +1.5% +1.8% +0.5% -0.4% +0.2% +2.2% +1.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE IN STREAMING’S SHARE OF TOTAL TV TIME (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
GLOBAL OVERVIEW
TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME (QOQ)
JAN
2023
DATAREPORTAL

101
01
02
03
04
05
06
07
08
09
10
STRANGER THINGS 100 THE SIMPSONS 100
THE LORD OF THE RINGS:
THE RINGS OF POWER
100 GAME OF THRONES 100
MANIFEST 84 GREY’S ANATOMY 76 THE BOYS 82 THE BIG BANG THEORY 82
INVENTING ANNA 54 FAMILY GUY 61 REACHER 71 FRIENDS 79
DAHMER – MONSTER:
THE JEFFREY DAHMER STORY
53 BLUEY 58 THE TERMINAL LIST 65 EUPHORIA 75
BRIDGERTON 47 MODERN FAMILY 49 THE PERIPHERAL 56 HOUSE OF THE DRAGON 69
WEDNESDAY 47 MALCOLM IN THE MIDDLE 39 THE WHEEL OF TIME 43 LOVE IS IN THE AIR 50
CAFÉ CON AROMA DE MUJER 45 SHE-HULK: ATTORNEY AT LAW 34 TOM CLANCY’S JACK RYAN 32 RICK AND MORTY 48
PASIÓN DE GAVILANES 43 HOW I MET YOUR MOTHER 30 THE SUMMER I TURNED PRETTY 20 THE HANDMAID’S TALE 34
ALL OF US ARE DEAD 42 STAR WARS: ANDOR 29 ALL OR NOTHING: ARSENAL 19 AND JUST LIKE THAT… 32
THE CROWN 41 MOON KNIGHT 28 THE GRAND TOUR 16 THE STAIRCASE 32
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 2022 (FULL-YEAR)
“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 2022 (FULL-YEAR)
TOP TV SHOWS OF 2022 BY STREAMING PLATFORM
JAN
2023

102
01
02
03
04
05
06
07
08
09
10
THE TINDER SWINDLER 100 ENCANTO 100 SAMARITAN 100 THE BATMAN 100
THE ADAM PROJECT 98 TURNING RED 65
THE LORD OF THE RINGS: THE
FELLOWSHIP OF THE RING
52 DUNE 94
THE SEA BEAST 95 MOANA 53 THE TOMORROW WAR 42
FANTASTIC BEASTS: THE
SECRETS OF DUMBLEDORE
68
DON’T LOOK UP 92 AVENGERS: ENDGAME 36
THE HOBBIT: AN
UNEXPECTED JOURNEY
34 KING RICHARD 66
THE GRAY MAN 88
DOCTOR STRANGE IN THE
MULTIVERSE OF MADNESS
25 NO TIME TO DIE 33 KIMI 61
PURPLE HEARTS 84 LIGHTYEAR 21
THE LORD OF THE RINGS:
THE TWO TOWERS
31 THE MATRIX RESURRECTIONS 51
THE MAN FROM TORONTO 84 ETERNALS 21
TOM CLANCY’S WITHOUT
REMORSE
28 ELVIS 44
HUSTLE 81 THOR: LOVE AND THUNDER 20 THIRTEEN LIVES 28 FATHER OF THE BRIDE 39
SENIOR YEAR 70 HOCUS POCUS 2 17 CLARKSON’S FARM 27 THE LITTLE THINGS 34
ENOLA HOLMES 2 61 AVATAR 16 OVERDOSE 27 THE FALLOUT 29
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 2022 (FULL-YEAR)
“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 2022 (FULL-YEAR)
TOP MOVIES OF 2022 BY STREAMING PLATFORM
JAN
2023

103
01 STRANGER THINGS (S4) 1,352,090,000
02 WEDNESDAY (S1) 1,237,120,000
03 DAHMER: MONSTER 856,220,000
04 BRIDGERTON (S2) 656,260,000
05 BRIDGERTON (S1) 625,490,000
06 STRANGER THINGS (S3) 582,100,000
07 LUCIFER (S5) 569,480,000
08 THE WITCHER (S1) 541,010,000
09 INVENTING ANNA 511,920,000
10 13 REASONS WHY (S2) 496,120,000
01 RED NOTICE 364,020,000
02 DON’T LOOK UP 359,790,000
03 BIRD BOX 282,020,000
04 THE GRAY MAN 253,870,000
05 THE ADAM PROJECT 233,160,000
06 EXTRACTION 231,340,000
07 PURPLE HEARTS 228,690,000
08 THE UNFORGIVABLE 214,700,000
09 THE IRISHMAN 214,570,000
10 THE KISSING BOOTH 2 209,250,000
# TV SHOW (SEASON) HOURS IN FIRST 28 DAYS # MOVIE HOURS IN FIRST 28 DAYS
MOST POPULAR MOVIES (ENGLISH-LANGUAGE CONTENT)
MOST POPULAR TV SHOWS (ENGLISH-LANGUAGE CONTENT)
SOURCE: NETFLIX. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. ONLY INCLUDES NETFLIX-BRANDED CONTENT. FIGURES REPRESENT THE NUMBER OF HOURS WATCHED
IN THE FIRST 28 DAYS AFTER EACH TITLE BECOMES AVAILABLE ON NETFLIX.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
ENGLISH-LANGUAGE TITLES THAT GAINED THE GREATEST CUMULATIVE VIEW TIME IN THEIR FIRST 28 DAYS ON NETFLIX (ALL-TIME)
ALL-TIME NETFLIX CHARTS (ENGLISH)
JAN
2023

104
01 SQUID GAME (S1) 1,650,450,000
02 MONEY HEIST (S5) 792,230,000
03 MONEY HEIST (S4) 619,010,000
04 ALL OF US ARE DEAD (S1) 560,780,000
05 MONEY HEIST (S3) 426,400,000
06 EXTRAORDINARY ATTORNEY WOO (S1) 402,470,000
07 CAFÉ CON AROMA DE MUJER (S1) 326,910,000
08 LUPIN (S1) 316,830,000
09 ELITE (S3) 275,300,000
10 WHO KILLED SARA? (S1) 266,430,000
01 TROLL 152,350,000
02 BLOOD RED SKY 110,520,000
03 THE PLATFORM 108,090,000
04 ALL QUIET ON THE WESTERN FRONT 101,360,000
05 BLACK CRAB 94,130,000
06 THROUGH MY WINDOW 92,440,000
07 THE TAKEDOWN 78,630,000
08 BELOW ZERO 78,300,000
09 LOVING ADULTS 67,340,000
10 MY NAME IS VENDETTA 67,280,000
# TV SHOW (SEASON) HOURS IN FIRST 28 DAYS # MOVIE HOURS IN FIRST 28 DAYS
MOST POPULAR MOVIES (NON-ENGLISH-LANGUAGE CONTENT)
MOST POPULAR TV SHOWS (NON-ENGLISH-LANGUAGE CONTENT)
SOURCE: NETFLIX. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. ONLY INCLUDES NETFLIX-BRANDED CONTENT. FIGURES REPRESENT THE NUMBER OF HOURS WATCHED
IN THE FIRST 28 DAYS AFTER EACH TITLE BECOMES AVAILABLE ON NETFLIX.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
NON-ENGLISH-LANGUAGE TITLES THAT GAINED THE GREATEST CUMULATIVE VIEW TIME IN THEIR FIRST 28 DAYS ON NETFLIX (ALL-TIME)
ALL-TIME NETFLIX CHARTS (NON-ENGLISH)
JAN
2023

105
39.1% 21.9% 21.2% 19.8%
-1.3% (-50 BPS) -4.4% (-100 BPS) +3.9% (+80 BPS) -2.5% (-50 BPS)
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
SOURCE: GWI (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: YEAR-ON-YEAR CHANGE VALUES
REPRESENT THE RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS).
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
JAN
2023

106
01:31 01:29
01:33 01:35 01:33 01:31
01:34 01:37 01:38
-2.2% +4.5% +2.2% -2.1% -2.2% +3.3% +3.2% +1.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND LISTENING TO MUSIC STREAMING SERVICES
TIME SPENT LISTENING TO STREAMING MUSIC
JAN
2023
DATAREPORTAL

107
50.3%
50.3%
49.5%
48.7%
48.2%
47.5%
46.7%
46.6%
46.5%
46.3%
44.1%
43.6%
43.2%
42.9%
42.9%
42.6%
40.8%
40.2%
40.1%
39.7%
39.5%
39.4%
39.1%
38.9%
38.7%
38.6%
37.4%
36.9%
36.5%
36.3%
36.3%
36.0%
34.9%
34.4%
34.3%
34.2%
34.1%
34.0%
32.9%
30.5%
29.9%
28.2%
24.5%
24.4%
23.9%
22.4%
21.6%
20.0%
18.9%
18.3%
16.9%
BRAZIL
INDONESIA
MEXICO
NORWAY
PHILIPPINES
TURKEY
DENMARK
SOUTH
AFRICA
SWEDEN
U.S.A.
CHILE
ITALY
TAIWAN
INDIA
SOUTH
KOREA
NIGERIA
ARGENTINA
GERMANY
IRELAND
NEW
ZEALAND
SPAIN
AUSTRALIA
WORLDWIDE
VIETNAM
SWITZERLAND
MALAYSIA
CANADA
THAILAND
U.A.E.
CHINA
U.K.
HONG
KONG
SINGAPORE
FRANCE
NETHERLANDS
PORTUGAL
KENYA
COLOMBIA
AUSTRIA
ISRAEL
BELGIUM
GREECE
GHANA
ROMANIA
POLAND
SAUDI
ARABIA
CZECHIA
JAPAN
EGYPT
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC
JAN
2023
DATAREPORTAL

108
44.0% 44.0%
39.5%
34.7%
27.1%
40.3% 41.5%
39.5%
35.8%
28.5%
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 AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC
JAN
2023
DATAREPORTAL

109
01 SPOTIFY SPOTIFY
02 YOUTUBE MUSIC GOOGLE
03 RESSO BYTEDANCE
04 SAMSUNG MUSIC SAMSUNG
05 MI MUSIC XIAOMI
06 AMAZON MUSIC AMAZON
07 LARK PLAYER DYWX
08 DEEZER DEEZER
09 SOUNDCLOUD SOUNDCLOUD
10 TUNEIN RADIO TUNEIN
01 SPOTIFY SPOTIFY
02 YOUTUBE MUSIC GOOGLE
03 SHAZAM APPLE
04 MI MUSIC XIAOMI
05 GOOGLE PLAY MUSIC GOOGLE
06 AMAZON MUSIC AMAZON
07 SOUNDCLOUD SOUNDCLOUD
08 SAMSUNG MUSIC SAMSUNG
09 JIOSAAVN RELIANCE INDUSTRIES
10 WYNK BHARTI AIRTEL
# APP NAME COMPANY # APP NAME COMPANY
TOP MUSIC-RELATED MOBILE APPS BY TOTAL TIME SPENT
TOP MUSIC-RELATED MOBILE APPS BY ACTIVE USERS
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON USER ACTIVITY BETWEEN JANUARY AND DECEMBER 2022. 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 THROUGHOUT 2022
MUSIC: TOP MOBILE APPS
JAN
2023

110
11 LIL NAS X FEAT. JACK HARLOW – “INDUSTRY BABY”
12 GAYLE – ”ABCDEFU”
13 BAD BUNNY – “EFECTO”
14 JUSTIN BIEBER – “GHOST”
15 JOJI – “GLIMPSE OF US”
16 BAD BUNNY – “MOSCOW MULE”
17 ED SHEERAN – “SHIVERS”
18 ADELE – “EASY ON ME”
19 ELLEY DUHÉ – “MIDDLE OF THE NIGHT”
20 DOJA CAT – “WOMAN”
01 HARRY STYLES – “AS IT WAS”
02 GLASS ANIMALS – “HEAT WAVES”
03 THE KID LAROI WITH JUSTIN BIEBER – “STAY”
04 BAD BUNNY FEAT. CHENCHO CORLEONE – “ME PORTO BONITO”
05 BAD BUNNY – “TITÍ ME PREGUNTÓ”
06 ELTON JOHN & DUA LIPA – “COLD HEART” (PNAU REMIX)
07 IMAGINE DRAGONS x J.I.D. – “ENEMY”
08 BIZARRAP & QUEVEDO – “QUEVEDO: BZRP MUSIC SESSIONS, VOL. 52”
09 BAD BUNNY FEAT. BOMBA ESTÉRO – “OJITOS LINDOS”
10 KATE BUSH – ”RUNNING UP THAT HILL (A DEAL WITH GOD)”
# ARTIST – “SONG TITLE” # ARTIST – “SONG TITLE”
SOURCE: SPOTIFY “TOP TRACKS OF 2022” PLAYLIST. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN JANUARY AND NOVEMBER 2022
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKING OF THE MOST STREAMED SONGS WORLDWIDE ON SPOTIFY BETWEEN JANUARY AND NOVEMBER 2022
SPOTIFY’S MOST STREAMED SONGS OF 2022
JAN
2023

111
00:54
00:52
00:55
00:57
00:55 00:54
00:58
01:01 01:02
-3.7% +5.8% +3.6% -3.5% -1.8% +7.4% +5.2% +1.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND LISTENING TO PODCASTS
TIME SPENT LISTENING TO PODCASTS
JAN
2023
DATAREPORTAL

112
42.9%
40.2%
34.5%
30.5%
30.4%
27.8%
26.9%
26.6%
25.7%
25.4%
25.1%
24.7%
24.1%
24.1%
23.8%
23.4%
23.2%
23.0%
21.8%
21.4%
21.2%
21.1%
21.0%
20.9%
20.8%
20.7%
19.6%
19.3%
19.0%
18.0%
17.9%
17.5%
17.2%
16.4%
16.4%
16.4%
16.3%
16.3%
16.2%
15.7%
15.5%
15.1%
14.8%
14.5%
14.4%
14.4%
13.8%
10.3%
9.9%
8.9%
4.1%
BRAZIL
INDONESIA
MEXICO
SWEDEN
SOUTH
AFRICA
IRELAND
NORWAY
DENMARK
U.S.A.
ROMANIA
SPAIN
CHILE
INDIA
PORTUGAL
COLOMBIA
POLAND
ISRAEL
AUSTRALIA
THAILAND
U.A.E.
WORLDWIDE
CANADA
NEW
ZEALAND
CZECHIA
GERMANY
U.K.
SAUDI
ARABIA
PHILIPPINES
VIETNAM
ARGENTINA
KENYA
SWITZERLAND
NETHERLANDS
AUSTRIA
CHINA
SINGAPORE
TAIWAN
TURKEY
MALAYSIA
GREECE
NIGERIA
HONG
KONG
ITALY
BELGIUM
FRANCE
MOROCCO
EGYPT
GHANA
SOUTH
KOREA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
JAN
2023
DATAREPORTAL

113
23.8% 23.9%
21.2%
17.7%
14.8%
22.5%
23.9%
21.1%
18.1%
15.5%
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 LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
JAN
2023
DATAREPORTAL

114
16.5% 13.1% 9.4% 8.7%
YOY: -4.1% (-70 BPS) YOY: -3.7% (-50 BPS) YOY: -3.1% (-30 BPS) YOY: UNCHANGED
81.9% 66.2% 37.9% 25.3%
YOY: -2.0% (-170 BPS) YOY: -2.8% (-190 BPS) YOY: +3.0% (+110 BPS) YOY: -1.9% (-50 BPS)
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
POINTS).
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
JAN
2023

115
88.8% 89.0% 85.2% 85.8%
81.4%
86.9% 83.6% 81.9%
+0.2% -4.3% +0.7% -5.1% +6.8% -3.8% -2.0%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: GWI (Q3 2015 TO 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: NO TIME PERIOD IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY (E.G. “PAST WEEK”).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES (YOY)
JAN
2023
DATAREPORTAL

116
86.9% 86.1% 85.0% 84.9% 83.6% 83.3% 82.4% 81.4% 81.9%
-0.9% -1.3% -0.1% -1.5% -0.4% -1.1% -1.2% +0.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: GWI (Q3 2020 TO 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: NO TIME PERIOD (E.G.
“PAST WEEK”) IS ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY.
GLOBAL OVERVIEW
PLAYING VIDEO GAMES (QOQ)
JAN
2023
DATAREPORTAL

117
95.8%
94.8%
93.1%
93.0%
92.3%
91.9%
91.3%
91.3%
90.1%
89.7%
88.4%
88.2%
87.6%
87.4%
86.3%
84.8%
84.7%
83.4%
83.3%
83.1%
82.9%
81.9%
81.7%
80.9%
80.8%
80.6%
80.2%
79.8%
79.5%
79.5%
78.4%
78.3%
78.3%
77.9%
77.6%
75.9%
75.5%
75.2%
75.0%
74.6%
74.3%
72.7%
72.4%
72.1%
72.1%
69.5%
66.4%
PHILIPPINES
INDONESIA
VIETNAM
THAILAND
TURKEY
INDIA
MEXICO
TAIWAN
SAUDI
ARABIA
SOUTH
AFRICA
BRAZIL
U.A.E.
CHILE
MALAYSIA
GREECE
COLOMBIA
PORTUGAL
EGYPT
ROMANIA
HONG
KONG
U.S.A.
WORLDWIDE
SINGAPORE
POLAND
FRANCE
ITALY
ARGENTINA
SPAIN
CANADA
RUSSIA
SWEDEN
ISRAEL
SOUTH
KOREA
SWITZERLAND
NEW
ZEALAND
CZECHIA
AUSTRIA
NETHERLANDS
AUSTRALIA
GERMANY
DENMARK
NORWAY
U.K.
CHINA
IRELAND
BELGIUM
JAPAN
SOURCE: GWI (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: NO TIME PERIOD (E.G. “PAST WEEK”) IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY.
GLOBAL OVERVIEW
PLAYING VIDEO GAMES
JAN
2023
DATAREPORTAL

118
87.3% 86.5%
80.6%
74.2%
65.4%
89.7% 88.0%
84.8%
76.9%
66.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: NO TIME PERIOD (E.G. “PAST WEEK”) IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JAN
2023
DATAREPORTAL

119
01:11 01:10
01:13 01:13 01:12 01:10 01:11 01:13 01:14
-1.4% +4.3% 0% -1.4% -2.8% +1.4% +2.8% +1.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
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
JAN
2023
DATAREPORTAL

120
01:58
01:43
01:41
01:34
01:29
01:28
01:25
01:19
01:19
01:17
01:15
01:14
01:12
01:11
01:10
01:10
01:10
01:10
01:05
01:05
01:04
01:03
01:02
01:01
01:01
00:59
00:58
00:52
00:52
00:52
00:52
00:52
00:51
00:49
00:49
00:48
00:47
00:47
00:46
00:44
00:44
00:43
00:40
00:32
00:30
00:28
00:26
SAUDI
ARABIA
THAILAND
INDIA
EGYPT
PHILIPPINES
MEXICO
U.S.A.
U.A.E.
VIETNAM
BRAZIL
INDONESIA
WORLDWIDE
CHINA
CANADA
AUSTRALIA
COLOMBIA
MALAYSIA
U.K.
CHILE
TURKEY
HONG
KONG
SOUTH
AFRICA
NEW
ZEALAND
ARGENTINA
NETHERLANDS
FRANCE
NORWAY
ISRAEL
SINGAPORE
SPAIN
SWITZERLAND
TAIWAN
GERMANY
IRELAND
POLAND
ITALY
GREECE
SWEDEN
PORTUGAL
AUSTRIA
ROMANIA
DENMARK
BELGIUM
SOUTH
KOREA
RUSSIA
CZECHIA
JAPAN
GLOBAL OVERVIEW
JAN
2023
DATAREPORTAL

121
01:10
01:22
01:10
00:49
00:35
01:35
01:44
01:22
00:54
00:34
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
JAN
2023
DATAREPORTAL

122
ACTION ADVENTURE 33%
SHOOTER 32%
PUZZLE PLATFORM 31%
SPORTS 24%
RACING 23%
SIMULATION 22%
STRATEGY 22%
ACTION PLATFORM 20%
ONLINE BOARD GAMES 19%
M.O.B.A. 18%
SHOOTER 43%
PUZZLE PLATFORM 34%
RACING 32%
SPORTS 31%
STRATEGY 30%
SIMULATION 29%
ACTION PLATFORM 26%
FIGHTING 25%
M.O.B.A. 24%
SHOOTER 56%
SPORTS 42%
RACING 41%
PUZZLE PLATFORM 40%
STRATEGY 39%
SIMULATION 38%
ACTION PLATFORM 35%
M.O.B.A. 35%
FIGHTING 34%
SHOOTER 64%
RACING 45%
SPORTS 44%
M.O.B.A. 43%
SIMULATION 43%
STRATEGY 43%
PUZZLE PLATFORM 41%
FIGHTING 38%
ACTION PLATFORM 37%
SHOOTER 66%
SIMULATION 43%
M.O.B.A. 42%
SPORTS 41%
RACING 40%
BATTLE ROYALE 40%
STRATEGY 40%
PUZZLE PLATFORM 36%
FIGHTING 34%
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
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
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
JAN
2023

123
01
02
03
04
05
06
07
08
09
10
ROBLOX ROBLOX SUBWAY SURFERS HONOR OF KINGS
CANDY CRUSH SAGA FREE FIRE FREE FIRE GENSHIN IMPACT
FREE FIRE MOBILE LEGENDS: BANG BANG LUDO KING CANDY CRUSH SAGA
SUBWAY SURFERS CANDY CRUSH SAGA STUMBLE GUYS ROBLOX
MINECRAFT POCKET EDITION PUBG MOBILE CANDY CRUSH SAGA GAME FOR PEACE
LUDO KING POKÉMON GO ROBLOX COIN MASTER
PUBG MOBILE BATTLEGROUNDS MOBILE INDIA BRIDGE RACE POKÉMON GO
CLASH ROYALE MINECRAFT POCKET EDITION RACE MASTER UMA MUSUME PRETTY DERBY
POKÉMON GO CALL OF DUTY: MOBILE MY TALKING TOM 2 THREE KINGDOMS TACTICS
MOBILE LEGENDS: BANG BANG CLASH OF CLANS 8 BALL POOL LINEAGE W
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 THROUGHOUT 2022, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT BASED ON USER ACTIVITY ON ANDROID PHONES ONLY THROUGHOUT 2022. RANKINGS BY
DOWNLOADS AND CONSUMER SPEND BASED ON CUMULATIVE, COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE BETWEEN JANUARY AND DECEMBER 2022, EXCEPT FOR CHINA,
WHERE DATA IS FOR THE IOS APP STORE ONLY.
GLOBAL OVERVIEW
RANKINGS OF MOBILE GAMES BY VARIOUS METRICS, BASED ON ACTIVITY THROUGHOUT 2022
TOP MOBILE GAMES
JAN
2023

124
WEEK OF
25 DEC 2022
84
84
WEEK OF
26 DEC 2021
100
100
WEEK OF
06 JUN 2021
47
47
0
20
40
60
80
100
JAN
2021
APR
2021
JUL
2021
OCT
2021
JAN
2022
APR
2022
JUL
2022
OCT
2022
WEEK OF
16 JAN 2022
51
51
WEEK OF
18 DEC 2022
10
10
VIRTUAL REALITY
METAVERSE
SOURCE: GOOGLE TRENDS, BASED ON WORLDWIDE GOOGLE SEARCH ACTIVITY BETWEEN 01 JAN 2021 AND 31 DEC 2022. FIGURES REPRESENT SEARCH VOLUMES FOR OVERALL “TOPICS”, RATHER THAN EACH
TERM AS A STANDALONE QUERY. COMPARABILITY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME SEARCH
QUERIES AND TIME PERIOD. AS A RESULT, READERS MAY NOT BE ABLE TO REPLICATE THE RESULTS SHOWN HERE. VALUES REPORTED IN GOOGLE TRENDS ARE INDEXED TO THE HIGHEST SEARCH VOLUME FOR THE
INCLUDED TOPICS DURING THE CHOSEN PERIOD, AND VALUES SHOWN HERE MAY NOT IDENTIFY ALL-TIME HIGHS OR LOWS.
GLOBAL OVERVIEW
WORLDWIDE GOOGLE SEARCH VOLUMES FOR TOPICS RELATED TO THE “METAVERSE” AND “VIRTUAL REALITY”
INTEREST IN VIRTUAL WORLDS AND VR DEVICES
JAN
2023
DATAREPORTAL

125
201 200 56.7 200
THOUSAND THOUSAND THOUSAND THOUSAND
251.7 203.1 172.8 468.8
MILLION MILLION MILLION THOUSAND
FORTNITE: MONTHLY
ACTIVE PLAYERS
ROBLOX: MONTHLY
ACTIVE PLAYERS
MINECRAFT: MONTHLY
ACTIVE PLAYERS
AXIE INFINITY: MONTHLY
ACTIVE PLAYERS
SANDBOX: MONTHLY
ACTIVE PLAYERS
HORIZON WORLDS:
MONTHLY ACTIVE PLAYERS
DECENTRALAND:
MONTHLY ACTIVE PLAYERS
SECOND LIFE: DAILY
ACTIVE PLAYERS
SOURCES: FORTNITE, ROBLOX, MINECRAFT, AXIE INFINITY: ACTIVEPLAYER.IO ESTIMATES FOR ACTIVE PLAYERS IN DECEMBER 2022; SANDBOX: COMPANY STATEMENT (OCT 2022); HORIZON WORLDS: WALL
STREET JOURNAL (OCT 2022); DECENTRALAND: COMPANY STATEMENT (OCT 2022); SECOND LIFE: DANIEL VOYAGER (OCT 2022). NOTE: VALUES FROM DIFFERENT SOURCES MAY NOT BE COMPARABLE DUE TO
DIFFERENCES IN DEFINITIONS AND VARYING DATA COLLECTION AND REPORTING METHODOLOGIES.
GLOBAL OVERVIEW
ACTIVE USERS OF SOME OF THE WORLD’S MOST POPULAR “METAVERSE” (VIRTUAL WORLD) GAMES
POPULAR METAVERSE GAMING WORLDS
JAN
2023

VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY
MORE FLEXIBLE AND EXPANSIVE
EXPANDING IDENTITIES
As we enter an even more VR- and AR-inflected realm of social, it’s opening up
new avenues for identity expression. It’s part of why the ability to
self-represent in virtual worlds – whether with accuracy, playfulness, or
nuance – is a major cultural touchpoint. For the young and online, a
fluctuating or fluid self isn’t just allowed – it’s table stakes. Against this
backdrop, legacy brands and creators alike are furiously flexing their IP to
support more open self-expression in online worlds.
As people venture into new virtual worlds, they’re looking for brands to
support more flexible and elaborate self-expression in these spaces. Brands
should think creatively about how to help people convey and build on their
identities – whether that’s giving them the tools to execute the most accurate
self-portrayal, or creatively reinterpret what defines identity altogether.
FIND OUT MORE IN
Brands can think outside the box about
how avatars can convey personal
identity. It’s what adidas did with its
Originals’ Ozworld platform, where
users answered questions about their
personalities and were given bespoke
avatars that embodied their
psychological identity, rather than their
physical traits.
Bakeup is a metaverse-first beauty
brand. Its products work across multiple
worlds: they can be worn in real life, but
come with a matching AR filter for
social, plus an NFT version that can be
worn, collected, traded, and sold in the
metaverse. In doing so, it creates a
through-line between a person’s many
selves – their IRL self, self on social,
and self in virtual worlds – cementing
the sense that our digital identities are
not only real and valid, but entangled
with who we are offline.
PARTNER CONTENT

127
24.9%
24.4%
24.3%
23.2%
23.1%
21.5%
20.5%
19.1%
18.8%
18.5%
17.2%
16.7%
16.5%
16.4%
16.4%
16.0%
15.4%
15.4%
15.3%
15.0%
14.7%
13.9%
13.5%
13.3%
13.2%
13.1%
12.8%
12.5%
12.4%
12.4%
12.0%
11.8%
11.3%
10.7%
10.5%
10.1%
9.6%
9.5%
9.1%
9.0%
8.6%
8.4%
8.3%
7.2%
6.7%
6.3%
4.1%
4.1%
3.3%
2.7%
2.4%
U.K.
IRELAND
U.S.A.
CHINA
CANADA
SPAIN
ITALY
TURKEY
VIETNAM
MEXICO
AUSTRALIA
NETHERLANDS
SWEDEN
WORLDWIDE
HONG
KONG
NORWAY
DENMARK
INDIA
CHILE
FRANCE
NEW
ZEALAND
ISRAEL
U.A.E.
BRAZIL
POLAND
BELGIUM
GREECE
SINGAPORE
SWITZERLAND
TAIWAN
AUSTRIA
GERMANY
COLOMBIA
ROMANIA
MALAYSIA
PORTUGAL
CZECHIA
INDONESIA
SOUTH
KOREA
SOUTH
AFRICA
SAUDI
ARABIA
ARGENTINA
PHILIPPINES
RUSSIA
THAILAND
EGYPT
JAPAN
NIGERIA
KENYA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
JAN
2023
DATAREPORTAL

128
12.1%
20.0%
18.6%
16.0%
11.8%
12.3%
19.1% 18.8%
16.8%
14.7%
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 OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
JAN
2023
DATAREPORTAL

129
45.8%
43.8%
43.4%
40.6%
38.1%
36.9%
36.2%
34.4%
33.4%
31.7%
31.6%
27.6%
26.6%
23.8%
23.7%
23.6%
19.8%
18.1%
16.6%
16.5%
15.0%
14.2%
14.2%
13.8%
13.1%
12.9%
12.9%
12.6%
12.5%
12.4%
12.1%
11.9%
11.4%
11.1%
10.1%
10.0%
9.9%
9.4%
9.3%
9.2%
8.8%
8.8%
8.3%
8.2%
8.1%
7.8%
7.6%
7.5%
6.2%
4.0%
2.2%
U.K.
U.S.A.
SOUTH
KOREA
NORWAY
AUSTRALIA
DENMARK
NETHERLANDS
SWEDEN
SINGAPORE
CANADA
GERMANY
SWITZERLAND
AUSTRIA
BELGIUM
NEW
ZEALAND
JAPAN
FRANCE
SAUDI
ARABIA
CHINA
TAIWAN
ARGENTINA
ROMANIA
WORLDWIDE
MALAYSIA
ISRAEL
U.A.E.
THAILAND
CHILE
SPAIN
ITALY
IRELAND
VIETNAM
INDONESIA
TURKEY
CZECHIA
MOROCCO
POLAND
GREECE
PORTUGAL
MEXICO
PHILIPPINES
HONG
KONG
COLOMBIA
BRAZIL
SOUTH
AFRICA
EGYPT
RUSSIA
INDIA
KENYA
NIGERIA
GHANA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE
REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH
OTHER. DOES NOT INCLUDE SMART TVS. FIGURES REPRESENT ESTIMATES FOR 2022. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF HOUSEHOLDS THAT CONTAIN AT LEAST ONE SMART HOME DEVICE
HOMES CONTAINING SMART HOME DEVICES
JAN
2023
DATAREPORTAL

130
$17.41 $12.11 $9.65 $9.07
+10.8% (+$1.7 BILLION) +4.4% (+$510 MILLION) +10.4% (+$911 MILLION) +10.3% (+$845 MILLION)
307.8 $115.7 $44.25 $23.18
MILLION BILLION BILLION BILLION
+17.2% (+45 MILLION) +10.8% (+$11 BILLION) +12.4% (+$4.9 BILLION) +11.7% (+$2.4 BILLION)
VALUE OF SMART HOME
SECURITY DEVICE MARKET
VALUE OF SMART HOME
ENTERTAINMENT DEVICE MARKET
VALUE OF SMART HOME
COMFORT & LIGHTING MARKET
VALUE OF SMART HOME
ENERGY MANAGEMENT MARKET
NUMBER OF HOMES WITH
SMART HOME DEVICES
TOTAL ANNUAL VALUE OF THE
SMART HOME DEVICES MARKET
VALUE OF SMART HOME
APPLIANCES MARKET
VALUE OF SMART HOME CONTROL
& CONNECTIVITY DEVICE MARKET
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR
2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS)
SMART HOME MARKET OVERVIEW
JAN
2023

131
$126.20 $96.37 $67.34 $77.82
-13.7% (-$20.10) -17.0% (-$19.73) -14.0% (-$10.94) -15.8% (-$14.58)
14.2% $375.80 $370.60 $156.20
+15.3% (+189 BPS) -5.4% (-$21.60) -13.4% (-$57.50) -12.3% (-$21.90)
ARPU: SMART HOME
SECURITY DEVICES
ARPU: SMART HOME
ENTERTAINMENT DEVICES
ARPU: SMART HOME
COMFORT & LIGHTING
ARPU: SMART HOME
ENERGY MANAGEMENT
PENETRATION OF
SMART HOME DEVICES
ARPU: SPEND ON ALL
SMART HOME DEVICES
ARPU: SMART
HOME APPLIANCES
ARPU: SMART HOME CONTROL
& CONNECTIVITY DEVICES
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER
SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS)
AVERAGE ANNUAL REVENUE PER SMART HOME
JAN
2023

132
59.1%
56.1%
55.6%
54.1%
54.1%
52.6%
51.0%
50.8%
50.6%
49.5%
49.1%
47.1%
46.7%
46.6%
46.4%
45.6%
45.3%
44.8%
44.6%
44.4%
44.4%
43.4%
43.2%
41.1%
40.8%
39.6%
37.9%
37.5%
36.6%
36.1%
35.9%
35.2%
35.1%
34.9%
34.2%
33.1%
33.0%
32.5%
32.5%
32.0%
31.2%
30.3%
30.2%
29.3%
28.6%
28.3%
27.5%
22.0%
21.7%
19.5%
16.7%
HONG
KONG
TAIWAN
CHINA
SWITZERLAND
THAILAND
CHILE
SINGAPORE
MALAYSIA
BRAZIL
COLOMBIA
ARGENTINA
JAPAN
MEXICO
SWEDEN
VIETNAM
SPAIN
INDIA
ITALY
WORLDWIDE
BELGIUM
PORTUGAL
INDONESIA
AUSTRIA
GREECE
PHILIPPINES
GERMANY
KENYA
CZECHIA
NETHERLANDS
ROMANIA
SOUTH
KOREA
ISRAEL
U.A.E.
FRANCE
TURKEY
RUSSIA
NIGERIA
IRELAND
U.S.A.
NORWAY
U.K.
SOUTH
AFRICA
DENMARK
SAUDI
ARABIA
AUSTRALIA
CANADA
POLAND
NEW
ZEALAND
EGYPT
GHANA
MOROCCO
SOURCE: GWI (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: THE QUESTION IN GWI’S
SURVEY THAT INFORMS THIS DATASET HAS BEEN REVISED, SO FIGURES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
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
JAN
2023
DATAREPORTAL

133
44.1%
46.3% 45.8%
42.6%
35.2%
44.5% 45.8% 46.9%
45.1%
42.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: THE QUESTION IN GWI’S
SURVEY THAT INFORMS THIS DATASET HAS BEEN REVISED, SO FIGURES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES
JAN
2023
DATAREPORTAL

134
49.1%
47.3%
46.7%
46.5%
46.3%
44.1%
43.8%
43.5%
43.2%
42.0%
41.2%
40.9%
40.4%
40.1%
39.8%
39.6%
38.7%
38.3%
37.2%
35.8%
35.6%
34.8%
34.4%
34.0%
33.6%
33.3%
31.3%
31.2%
30.9%
30.5%
30.4%
29.1%
27.7%
26.7%
26.7%
26.4%
26.2%
25.6%
25.3%
25.0%
24.3%
23.9%
21.5%
21.1%
20.4%
19.3%
16.2%
13.4%
13.3%
10.3%
10.1%
SOUTH
AFRICA
BRAZIL
NORWAY
SWEDEN
CZECHIA
NEW
ZEALAND
CANADA
NETHERLANDS
DENMARK
HONG
KONG
IRELAND
MALAYSIA
U.K.
AUSTRALIA
AUSTRIA
POLAND
BELGIUM
SINGAPORE
GERMANY
U.S.A.
NIGERIA
TAIWAN
ISRAEL
TURKEY
SPAIN
FRANCE
ITALY
SWITZERLAND
CHILE
THAILAND
SOUTH
KOREA
INDONESIA
WORLDWIDE
INDIA
VIETNAM
ARGENTINA
MEXICO
KENYA
SAUDI
ARABIA
GREECE
U.A.E.
PHILIPPINES
PORTUGAL
COLOMBIA
CHINA
JAPAN
ROMANIA
GHANA
EGYPT
RUSSIA
MOROCCO
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
JAN
2023
DATAREPORTAL

135
19.9%
27.8%
29.4% 30.1% 30.6%
21.3%
27.7%
30.7%
32.7%
35.0%
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 A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
JAN
2023
DATAREPORTAL

136
7.4% 7.6%
8.0%
9.7%
10.2%
10.7%
12.1% 12.3%
11.9%
+2.7% +5.3% +21.3% +5.2% +4.9% +13.1% +1.7% -3.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JAN
2023
DATAREPORTAL

137
27.1%
23.5%
23.4%
21.9%
20.6%
20.1%
19.6%
19.0%
18.5%
17.6%
17.5%
16.8%
15.6%
15.3%
14.8%
14.6%
13.8%
13.7%
13.3%
13.2%
13.1%
13.0%
12.4%
12.3%
12.2%
12.0%
11.9%
11.6%
11.6%
11.1%
10.9%
10.4%
10.3%
10.2%
9.9%
9.9%
9.5%
9.0%
8.9%
8.6%
8.6%
7.7%
7.1%
6.8%
5.9%
5.4%
5.2%
5.0%
4.8%
3.6%
3.3%
TURKEY
ARGENTINA
PHILIPPINES
THAILAND
BRAZIL
INDONESIA
U.A.E.
SOUTH
AFRICA
VIETNAM
NETHERLANDS
PORTUGAL
INDIA
MALAYSIA
SINGAPORE
AUSTRALIA
SWITZERLAND
U.S.A.
CANADA
SOUTH
KOREA
HONG
KONG
NORWAY
NIGERIA
KENYA
COLOMBIA
AUSTRIA
IRELAND
WORLDWIDE
CHILE
CZECHIA
POLAND
TAIWAN
NEW
ZEALAND
GREECE
MEXICO
BELGIUM
SPAIN
U.K.
GERMANY
ROMANIA
DENMARK
SWEDEN
FRANCE
SAUDI
ARABIA
ITALY
ISRAEL
CHINA
EGYPT
JAPAN
MOROCCO
RUSSIA
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
JAN
2023
DATAREPORTAL

138
7.2%
12.2%
10.3%
6.7%
4.2%
14.5%
17.3%
16.2%
11.6%
8.6%
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 OWN SOME FORM OF CRYPTOCURRENCY
JAN
2023
DATAREPORTAL

139
$960.70
$890.30
$758.10
$667.70
$634.80
$581.70
$533.10
$528.30
$486.60
$484.80
$459.70
$456.20
$454.90
$413.50
$412.90
$404.60
$341.80
$324.00
$286.90
$237.20
$230.60
$208.80
$198.30
$150.40
$135.00
$132.30
$126.00
$119.60
$86.07
$81.82
$73.81
$64.66
$51.40
$51.38
$41.17
$38.10
$33.07
$17.94
$16.08
$14.76
SWITZERLAND
IRELAND
NORWAY
U.S.A.
DENMARK
AUSTRALIA
SWEDEN
NETHERLANDS
CANADA
AUSTRIA
GERMANY
NEW
ZEALAND
BELGIUM
U.K.
FRANCE
JAPAN
SOUTH
KOREA
ITALY
SPAIN
CZECHIA
PORTUGAL
SAUDI
ARABIA
GREECE
POLAND
WORLDWIDE
ARGENTINA
CHILE
TURKEY
RUSSIA
MEXICO
THAILAND
BRAZIL
COLOMBIA
SOUTH
AFRICA
INDONESIA
VIETNAM
MOROCCO
INDIA
KENYA
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF THE AVERAGE CUMULATIVE TRANSACTION VALUE PER TRADER (IN U.S.
DOLLAR EQUIVALENTS) OF ALL CRYPTOCURRENCY PURCHASES MADE BY “RETAIL” (I.E. NON-PROFESSIONAL) CRYPTOCURRENCY TRADERS THROUGHOUT 2022. COMPARABILITY: THE AVERAGE VALUE OF
CRYPTOCURRENCY PURCHASES VARIES SIGNIFICANTLY FROM ONE “COIN” TO ANOTHER, AND VALUES SHOWN HERE INCLUDE AVERAGES ACROSS ALL KINDS OF CRYPTOCURRENCY, NOT JUST BITCOIN.
AVERAGE PURCHASE VALUES AMONGST PROFESSIONAL CRYPTOCURRENCY TRADERS MAY BE CONSIDERABLY HIGHER THAN THE RETAIL AVERAGES SHOWN HERE.
GLOBAL OVERVIEW
AVERAGE TOTAL VALUE OF CRYPTO PURCHASES IN 2022 PER “RETAIL” TRADER WHO BOUGHT ANY FORM OF CRYPTO IN 2022 (U.S. DOLLAR EQUIVALENT)
CRYPTO: AVERAGE ANNUAL SPEND PER USER
JAN
2023
DATAREPORTAL

140
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
01 JAN
2021
01 FEB
2021
01 MAR
2021
01 APR
2021
01 MAY
2021
01 JUN
2021
01 JUL
2021
01 AUG
2021
01 SEP
2021
01 OCT
2021
01 NOV
2021
01 DEC
2021
01 JAN
2022
01 FEB
2022
01 MAR
2022
01 APR
2022
01 MAY
2022
01 JUN
2022
01 JUL
2022
01 AUG
2022
01 SEP
2022
01 OCT
2022
01 NOV
2022
01 DEC
2022
08 NOV 2021
$67,583
$67,583
09 NOV 2022
$15,757
$15,757
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
JAN
2023
DATAREPORTAL

141
$1,000
$2,000
$3,000
$4,000
$5,000
01 JAN
2021
01 FEB
2021
01 MAR
2021
01 APR
2021
01 MAY
2021
01 JUN
2021
01 JUL
2021
01 AUG
2021
01 SEP
2021
01 OCT
2021
01 NOV
2021
01 DEC
2021
01 JAN
2022
01 FEB
2022
01 MAR
2022
01 APR
2022
01 MAY
2022
01 JUN
2022
01 JUL
2022
01 AUG
2022
01 SEP
2022
01 OCT
2022
01 NOV
2022
01 DEC
2022
08 NOV 2021
$4,819
$4,819
18 JUN 2022
$994
$994
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
JAN
2023
DATAREPORTAL

142
$247.10
$170.10
$159.50
$156.10
$155.10
$147.70
$136.90
$134.50
$133.70
$128.80
$125.20
$123.40
$119.90
$117.70
$115.80
$114.40
$103.00
$88.15
$83.11
$77.97
$75.47
$59.12
$56.89
$46.63
$45.59
$44.11
$43.31
$35.59
$27.33
$27.10
$23.34
$21.02
$18.47
$18.09
$16.06
$11.97
$9.96
$9.70
$6.78
$5.58
$5.53
SWITZERLAND
AUSTRALIA
U.S.A.
NORWAY
DENMARK
CANADA
IRELAND
NEW
ZEALAND
U.K.
AUSTRIA
SWEDEN
GERMANY
NETHERLANDS
BELGIUM
JAPAN
FRANCE
ITALY
SPAIN
PORTUGAL
SOUTH
KOREA
GREECE
CZECHIA
WORLDWIDE
ARGENTINA
POLAND
CHILE
SAUDI
ARABIA
TURKEY
MEXICO
CHINA
RUSSIA
BRAZIL
COLOMBIA
THAILAND
SOUTH
AFRICA
INDONESIA
MOROCCO
VIETNAM
KENYA
NIGERIA
INDIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: DOES NOT INCLUDE B2B TRADES. FIGURES REPRESENT ESTIMATES OF THE AVERAGE TOTAL AMOUNT SPENT ON
NON-FUNGIBLE TOKENS IN 2022 (IN U.S. DOLLAR EQUIVALENTS) BY EACH PERSON WHO BOUGHT AT LEAST ONE NFT IN 2022.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR SPEND ON NON-FUNGIBLE TOKENS (NFTS) PER PERSON WHO BOUGHT AT LEAST ONE NFT IN 2022 (U.S. DOLLAR EQUIVALENT)
NFTS: AVERAGE ANNUAL SPEND PER USER
JAN
2023
DATAREPORTAL

143
0
20,000
40,000
60,000
80,000
100,000
01 JAN
2022
01 FEB
2022
01 MAR
2022
01 APR
2022
01 MAY
2022
01 JUN
2022
01 JUL
2022
01 AUG
2022
01 SEP
2022
01 OCT
2022
01 NOV
2022
01 DEC
2022
19 JAN 2022
100,839
100,839
24 DEC 2022
8,517
8,517
SOURCE: NONFUNGIBLE.COM.
GLOBAL OVERVIEW
NUMBER OF BLOCKCHAIN WALLETS THAT ACTIVELY TRADED NFTS EACH DAY (BUY OR SELL)
NUMBER OF BLOCKCHAIN WALLETS TRADING NFTS
JAN
2023
DATAREPORTAL

144
12 FEB 2022
$4.01 B
$4.01 B
01 JAN
2022
01 FEB
2022
01 MAR
2022
01 APR
2022
01 MAY
2022
01 JUN
2022
01 JUL
2022
01 AUG
2022
01 SEP
2022
01 OCT
2022
01 NOV
2022
01 DEC
2022
$1.0 BILLION
$0.5 BILLION
$0
$1.5 BILLION
$2.0 BILLION
$2.5 BILLION
$3.0 BILLION
$3.5 BILLION
$4.0 BILLION
08 DEC 2022
$312 M
$312 M
SOURCE: NONFUNGIBLE.COM. NOTES: VALUES REPRESENT THE TOTAL (CUMULATIVE) VALUE OF NFT TRADES DURING THE PRECEDING 30 DAYS, IN THE EQUIVALENT U.S. DOLLAR VALUE OF THE RELEVANT
TRADING CURRENCY. FLUCTUATION IN UNDERLYING CURRENCY EXCHANGE RATES MAY IMPACT VALUATIONS. TOTALS MAY INCLUDE MULTIPLE TRADES OF THE SAME NFT.
GLOBAL OVERVIEW
ROLLING TOTAL VALUE OF NFT TRADES DURING THE PRECEDING 30 DAYS (IN U.S. DOLLARS).
MONTHLY VALUE OF NFT TRADES
JAN
2023
DATAREPORTAL

145
40.1%
38.5%
38.3%
35.9%
35.3%
33.1%
31.4%
29.4%
28.1%
27.8%
27.7%
27.5%
27.5%
26.8%
25.7%
25.5%
25.3%
25.3%
25.3%
24.9%
24.3%
23.8%
23.1%
22.9%
22.5%
22.5%
21.9%
21.7%
21.6%
21.5%
21.3%
21.0%
21.0%
20.8%
20.2%
20.0%
19.7%
19.1%
18.9%
18.2%
17.5%
17.4%
17.2%
17.1%
16.8%
15.8%
15.2%
12.9%
12.6%
10.1%
9.9%
COLOMBIA
MEXICO
CHILE
BRAZIL
NIGERIA
ARGENTINA
SOUTH
AFRICA
PHILIPPINES
POLAND
TURKEY
PORTUGAL
INDIA
KENYA
GREECE
CHINA
IRELAND
GERMANY
SAUDI
ARABIA
U.A.E.
WORLDWIDE
AUSTRIA
MALAYSIA
VIETNAM
NORWAY
NEW
ZEALAND
U.K.
ROMANIA
EGYPT
CANADA
TAIWAN
DENMARK
AUSTRALIA
SWITZERLAND
U.S.A.
GHANA
SINGAPORE
SPAIN
INDONESIA
ISRAEL
SWEDEN
SOUTH
KOREA
FRANCE
NETHERLANDS
BELGIUM
HONG
KONG
THAILAND
MOROCCO
ITALY
CZECHIA
JAPAN
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
JAN
2023
DATAREPORTAL

146
25.2%
29.2%
27.8%
26.7%
24.9%
21.7%
24.9%
23.8%
21.8%
20.3%
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 CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
JAN
2023
DATAREPORTAL

147
33.4%
31.6%
30.6%
29.1%
28.8%
28.4%
27.9%
27.8%
27.7%
27.6%
26.5%
26.0%
25.7%
25.5%
25.3%
24.7%
24.3%
23.9%
23.9%
23.8%
23.6%
23.6%
23.2%
23.2%
22.8%
22.7%
22.5%
22.5%
21.9%
21.9%
21.8%
21.8%
21.7%
21.5%
20.6%
19.7%
19.7%
19.6%
19.4%
19.1%
17.4%
16.6%
16.2%
15.1%
14.9%
12.1%
10.4%
10.3%
8.6%
6.4%
5.9%
U.A.E.
CZECHIA
HONG
KONG
INDIA
POLAND
GREECE
TURKEY
VIETNAM
NORWAY
SPAIN
SAUDI
ARABIA
U.S.A.
PORTUGAL
IRELAND
SINGAPORE
ITALY
GERMANY
AUSTRALIA
U.K.
MALAYSIA
CHINA
ROMANIA
MEXICO
NETHERLANDS
CHILE
AUSTRIA
WORLDWIDE
NEW
ZEALAND
BRAZIL
ISRAEL
CANADA
SWITZERLAND
DENMARK
SOUTH
KOREA
TAIWAN
BELGIUM
COLOMBIA
SWEDEN
SOUTH
AFRICA
THAILAND
ARGENTINA
FRANCE
INDONESIA
EGYPT
PHILIPPINES
RUSSIA
NIGERIA
KENYA
JAPAN
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES
JAN
2023
DATAREPORTAL

148
19.6%
27.2%
24.5%
18.6%
12.7%
21.0%
26.9%
25.5%
20.9%
16.1%
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 OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES
JAN
2023
DATAREPORTAL

149
26.5%
25.7%
22.7%
20.9%
20.7%
19.8%
18.2%
17.5%
16.6%
16.3%
15.7%
15.6%
15.5%
15.0%
15.0%
14.5%
14.5%
14.5%
14.4%
14.4%
13.9%
13.8%
13.6%
13.5%
13.5%
13.4%
13.3%
13.3%
13.1%
12.6%
12.6%
12.5%
12.5%
12.4%
12.2%
12.1%
11.9%
11.2%
10.4%
9.6%
8.4%
8.2%
7.8%
7.6%
7.3%
6.1%
2.4%
2.4%
2.3%
2.3%
2.1%
POLAND
SPAIN
TAIWAN
CHINA
IRELAND
PORTUGAL
CZECHIA
HONG
KONG
RUSSIA
NORWAY
ROMANIA
SINGAPORE
TURKEY
U.K.
VIETNAM
GERMANY
SWITZERLAND
U.A.E.
WORLDWIDE
MALAYSIA
CHILE
INDIA
MEXICO
DENMARK
SWEDEN
ITALY
COLOMBIA
SAUDI
ARABIA
NEW
ZEALAND
BELGIUM
CANADA
AUSTRALIA
GREECE
AUSTRIA
U.S.A.
FRANCE
BRAZIL
ISRAEL
ARGENTINA
SOUTH
AFRICA
NETHERLANDS
THAILAND
INDONESIA
PHILIPPINES
EGYPT
SOUTH
KOREA
GHANA
JAPAN
KENYA
NIGERIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMART WRISTBAND DEVICE (E.G. FITBIT)
OWNERSHIP OF SMART WRISTBANDS
JAN
2023
DATAREPORTAL

150
11.9%
18.2%
16.6%
13.5%
10.9%
12.4%
16.0% 15.8%
13.0%
11.0%
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 OWN A SMART WRISTBAND DEVICE (E.G. FITBIT)
OWNERSHIP OF SMART WRISTBANDS
JAN
2023
DATAREPORTAL

151
33.1% 33.1% 33.6% 33.1% 33.8% 33.2% 32.7% 31.9% 32.2%
0% +1.5% -1.5% +2.1% -1.8% -1.5% -2.4% +0.9%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
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
JAN
2023
DATAREPORTAL

152
51.5%
50.0%
49.1%
48.0%
45.8%
42.8%
42.5%
42.4%
42.0%
41.2%
40.6%
40.6%
39.2%
39.0%
38.8%
38.7%
38.7%
38.5%
38.2%
38.1%
37.3%
36.8%
36.6%
36.3%
35.9%
35.6%
35.5%
35.0%
33.8%
33.6%
33.6%
33.1%
32.5%
32.2%
31.9%
31.5%
30.8%
30.6%
29.8%
27.7%
27.3%
27.3%
26.1%
25.8%
25.5%
24.5%
24.1%
21.3%
20.9%
17.6%
15.9%
SPAIN
BRAZIL
GREECE
PORTUGAL
CHILE
FRANCE
POLAND
MEXICO
SOUTH
AFRICA
U.S.A.
CANADA
IRELAND
AUSTRIA
BELGIUM
SWITZERLAND
GERMANY
MALAYSIA
ARGENTINA
NEW
ZEALAND
SINGAPORE
U.K.
AUSTRALIA
COLOMBIA
SOUTH
KOREA
DENMARK
INDONESIA
HONG
KONG
PHILIPPINES
CZECHIA
ITALY
NETHERLANDS
ISRAEL
NORWAY
WORLDWIDE
INDIA
TAIWAN
U.A.E.
SWEDEN
VIETNAM
EGYPT
RUSSIA
THAILAND
SAUDI
ARABIA
TURKEY
CHINA
ROMANIA
JAPAN
MOROCCO
KENYA
GHANA
NIGERIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
JAN
2023
DATAREPORTAL

153
34.2%
30.8%
32.3%
35.1%
38.4%
29.1% 29.6% 30.3%
33.2%
38.0%
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 ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
JAN
2023
DATAREPORTAL

154
72.4%
72.2%
71.0%
70.7%
65.2%
64.2%
63.9%
63.8%
62.5%
62.4%
61.8%
61.1%
60.7%
60.6%
60.2%
59.7%
59.7%
59.5%
58.0%
58.0%
57.2%
56.4%
56.0%
55.6%
54.8%
53.9%
53.6%
53.4%
52.9%
52.4%
51.7%
49.9%
49.4%
48.2%
47.1%
46.8%
46.3%
45.1%
44.5%
43.4%
42.0%
36.7%
36.3%
35.0%
33.6%
31.8%
31.2%
NIGERIA
KENYA
SOUTH
AFRICA
PORTUGAL
BRAZIL
CHILE
AUSTRALIA
MALAYSIA
THAILAND
TURKEY
SPAIN
COLOMBIA
SINGAPORE
U.K.
CANADA
U.S.A.
SOUTH
KOREA
ARGENTINA
GREECE
INDONESIA
IRELAND
CROATIA
ROMANIA
PHILIPPINES
FINLAND
AVERAGE*
MEXICO
HUNGARY
INDIA
ITALY
JAPAN
PERU
FRANCE
SWEDEN
HONG
KONG
BULGARIA
TAIWAN
BELGIUM
CZECHIA
POLAND
SWITZERLAND
SLOVAKIA
NETHERLANDS
NORWAY
DENMARK
GERMANY
AUSTRIA
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM, “DIGITAL NEWS REPORT 2022”. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
*NOTE: THE “AVERAGE” VALUE REPRESENTS A SIMPLE MEAN ACROSS ALL SURVEY RESPONDENTS, AND HAS NOT BEEN WEIGHTED BY THE POPULATION OR INTERNET ADOPTION RATE OF EACH COUNTRY.
GLOBAL OVERVIEW
PERCENTAGE OF ADULTS AGED 18+ WHO ARE CONCERNED ABOUT WHAT IS REAL OR FAKE ON THE INTERNET
CONCERNS ABOUT ONLINE MISINFORMATION
JAN
2023
DATAREPORTAL

155
57.0%
55.0% 54.4% 54.6%
57.2% 56.4%
47.5% 48.7%
50.5% 51.8%
55.2%
58.0%
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
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM, “DIGITAL NEWS REPORT 2022”. NOTE: VALUES REPRESENT A SIMPLE MEAN ACROSS ALL SURVEY RESPONDENTS IN EACH DEMOGRAPHIC, AND
HAVE NOT BEEN WEIGHTED BY THE POPULATION OR INTERNET ADOPTION RATE OF EACH COUNTRY.
GLOBAL OVERVIEW
CONCERNS ABOUT ONLINE MISINFORMATION
PERCENTAGE OF ADULTS WHO ARE CONCERNED ABOUT WHAT IS REAL OR FAKE ON THE INTERNET
JAN
2023
DATAREPORTAL

156
39.6%
38.9%
36.5%
35.0%
33.4%
31.9%
30.6%
29.3%
28.7%
28.1%
27.3%
27.3%
27.3%
27.2%
26.1%
25.8%
25.5%
25.4%
25.2%
25.1%
24.9%
24.8%
24.5%
24.0%
24.0%
23.9%
23.6%
23.6%
22.9%
22.1%
21.8%
21.7%
21.6%
21.5%
21.4%
21.3%
20.7%
20.7%
20.7%
20.6%
20.4%
19.4%
19.1%
19.0%
18.3%
17.9%
17.7%
16.9%
14.8%
14.4%
10.1%
U.A.E.
INDIA
INDONESIA
RUSSIA
SAUDI
ARABIA
MALAYSIA
TURKEY
VIETNAM
AUSTRALIA
SINGAPORE
CHINA
MOROCCO
SWITZERLAND
WORLDWIDE
HONG
KONG
CANADA
U.S.A.
PORTUGAL
COLOMBIA
U.K.
IRELAND
KENYA
PHILIPPINES
DENMARK
NETHERLANDS
GERMANY
NEW
ZEALAND
THAILAND
SOUTH
AFRICA
EGYPT
NORWAY
CZECHIA
TAIWAN
SWEDEN
MEXICO
POLAND
AUSTRIA
FRANCE
GREECE
SPAIN
BELGIUM
ITALY
CHILE
GHANA
ARGENTINA
BRAZIL
NIGERIA
SOUTH
KOREA
ISRAEL
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
JAN
2023
DATAREPORTAL

157
25.4%
27.2%
23.5%
19.1%
13.8%
35.7% 34.6%
28.8%
25.3%
22.1%
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 VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
JAN
2023
DATAREPORTAL

158
91 🎁
92 💥
93 🙋
94 ☹
95 😑
96 🥴
97 👈
98 💩
99 ✅
100 👋
81 ✌
82 🎊
83 🥵
84 😞
85 💚
86 ☀
87 🖤
88 💰
89 😚
90 👑
71 😱
72 😴
73 🤭
74 😐
75 🌞
76 😒
77 😇
78 🌸
79 😈
80 🎶
61 😀
62 💋
63 💀
64 👇
65 💔
66 😌
67 💓
68 🤩
69 🙃
70 😬
51 😡
52 💐
53 😜
54 🙈
55 🤞
56 😄
57 🤤
58 🙌
59 🤪
60 ❣
41 😢
42 👉
43 💗
44 😩
45 💯
46 🌹
47 💞
48 🎈
49 💙
50 😃
31 😎
32 👌
33 💜
34 😔
35 💪
36 ✨
37 💖
38 👀
39 😋
40 😏
21 🙄
22 😆
23 🤗
24 😉
25 🎂
26 🤔
27 👏
28 🙂
29 😳
30 🥳
11 🎉
12 😁
13 💕
14 🥺
15 😅
16 🔥
17 ☺
18 🤦
19 ♥
20 🤷
01 😂
02 ❤
03 🤣
04 👍
05 😭
06 🙏
07 😘
08 🥰
09 😍
10 😊
SOURCE: UNICODE CONSORTIUM, BASED ON VALUES FOR USE IN 2021.
GLOBAL OVERVIEW
THE WORLD’S MOST FREQUENTLY USED EMOJI
MOST FREQUENTLY USED EMOJI
JAN
2023

160
59.4% 77.8% 92.3% 46.3% 53.7%
4.76 +0.5% +3.0% 2H 31M 7.2
BILLION +23 MILLION +137 MILLION YOY: +2.0% (+3M) YOY: -4.6%
90
SOCIAL MEDIA USERS
vs. TOTAL POPULATION
SOCIAL MEDIA USERS AGE 18+
vs. POPULATION AGE 18+
SOCIAL MEDIA USERS
vs. TOTAL INTERNET USERS
FEMALE SOCIAL MEDIA USERS:
SHARE OF TOTAL USERS
MALE SOCIAL MEDIA USERS:
SHARE OF TOTAL USERS
NUMBER OF SOCIAL
MEDIA USERS
QUARTER-ON-QUARTER
CHANGE IN SOCIAL MEDIA USERS
YEAR-ON-YEAR CHANGE
IN SOCIAL MEDIA USERS
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 (Q3 2022). NOTE: AVERAGE NUMBER OF PLATFORMS INCLUDES DATA FOR YOUTUBE.
ADVISORY: SOCIAL MEDIA USERS 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: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE
JAN
2023

161
1,720 1,857
2,078
2,307
2,789
3,196
3,461
3,709
4,199
4,623 4,760
+7.9% +11.9% +11.0% +20.9% +14.6% +8.3% +7.2% +13.2% +10.1% +3.0%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH. ADVISORY: SOCIAL MEDIA USERS 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 USERS (IN MILLIONS) AND YEAR-ON-YEAR CHANGE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS OVER TIME (YOY)
JAN
2023
DATAREPORTAL

162
4,199 4,328 4,475 4,546 4,623 4,655 4,702 4,736 4,760
+3.1% +3.4% +1.6% +1.7% +0.7% +1.0% +0.7% +0.5%
JAN APR JUL OCT JAN APR JUL OCT JAN
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH. ADVISORY: SOCIAL MEDIA USERS 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
GLOBAL OVERVIEW
NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS) AND QUARTER-ON-QUARTER CHANGE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS OVER TIME (QOQ)
JAN
2023
DATAREPORTAL

163
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
62.0%
63.7%
72.0%
32.5%
27.4%
63.6%
41.3%
8.4%
7.4%
13.3%
48.8%
70.5%
76.7%
83.6%
83.3%
71.3%
50.6%
67.5%
73.9%
59.4%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS 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
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. TOTAL POPULATION
JAN
2023

164
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%
10.7%
29.4%
16.1%
0.5%
4.3%
0.7%
1.0%
0.4%
1.4%
2.6%
5.0%
2.9%
2.2%
4.0%
7.7%
0.6%
3.0%
6.9%
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 USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS
SHARE OF GLOBAL SOCIAL MEDIA USERS
JAN
2023

165
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
MALE GLOBAL AVERAGE: 53.7%
FEMALE GLOBAL AVERAGE: 46.3%
46
51
51
71
52
62
49
59
60
59
59
47
50
48
49
47
49
48
46
54
49
49
29
48
38
51
41
40
41
41
53
50
52
51
53
51
52
54
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT
INCLUDE DATA FOR CUBA, IRAN, SUDAN, OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. SOURCE DATA ARE ONLY AVAILABLE FOR BINARY GENDERS. 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
FEMALE AND MALE ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USERS
SOCIAL MEDIA: AUDIENCE GENDER BALANCE
JAN
2023

166
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
122.1
125.5
141.8
64.0
53.9
115.7
81.4
16.5
14.6
26.2
78.7
139.0
151.2
164.7
164.1
140.5
99.8
133.1
145.6
INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. VALUES REPRESENT INDICES THAT COMPARE EACH REGION’S SHARE OF GLOBAL SOCIAL MEDIA USERS WITH EACH REGION’S SHARE OF
THE TOTAL GLOBAL POPULATION. INDEX VALUES ABOVE 100 SHOW THAT PEOPLE IN THAT REGION ARE MORE LIKELY TO USE SOCIAL MEDIA COMPARED WITH THE GLOBAL AVERAGE, WHEREAS VALUES BELOW
100 MEAN THAT PEOPLE IN THAT REGION ARE LESS LIKELY TO USE SOCIAL MEDIA COMPARED WITH THE GLOBAL AVERAGE. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
GLOBAL OVERVIEW
COMPARING EACH REGION’S SHARE OF GLOBAL SOCIAL MEDIA USERS WITH EACH REGION’S RESPECTIVE SHARE OF THE GLOBAL POPULATION
SOCIAL MEDIA USERS: INDEXED SHARE
JAN
2023

167
5.5%
13.5%
9.9%
7.4%
5.2% 4.8%
6.5%
17.5%
12.3%
8.1%
5.2%
4.2%
13 – 19
YEARS OLD
20 – 29
YEARS OLD
30 – 39
YEARS OLD
40 – 49
YEARS OLD
50 – 59
YEARS OLD
60+
YEARS OLD
SOURCES: KEPIOS ANALYSIS; COMPANIES’ ADVERTISING RESOURCES; CNNIC. NOTES: MOST SOCIAL MEDIA COMPANIES DO NOT ALLOW CHILDREN TO USE THEIR PLATFORMS, SO WHILE THERE MAY BE
SOCIAL MEDIA USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. SOURCE DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: USERS MAY MISSTATE THEIR ACTUAL
AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: DUE TO VARIATIONS IN DATA AVAILABILITY, NOTE THAT THE AGE GROUPS USED ON THIS CHART ARE NOT THE SAME AS THE
AGE GROUPS USED FOR MANY OF THE INDIVIDUAL SOCIAL MEDIA PLATFORM AUDIENCE PROFILES FEATURED ELSEWHERE IN THIS REPORT. SOURCE DATA REVISIONS; SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS IN EACH DEMOGRAPHIC GROUP AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS
SHARE OF GLOBAL SOCIAL MEDIA USERS
JAN
2023
DATAREPORTAL

168
105.5%
92.0%
89.9%
88.1%
85.7%
85.6%
85.1%
84.7%
84.7%
84.5%
84.4%
84.4%
83.8%
83.1%
82.2%
82.0%
81.4%
81.0%
80.9%
80.5%
79.8%
79.7%
79.3%
78.5%
78.5%
77.5%
76.9%
74.5%
74.4%
74.0%
73.4%
73.3%
73.1%
72.8%
72.5%
72.5%
72.3%
72.0%
71.0%
70.6%
67.3%
66.3%
60.4%
59.4%
56.6%
42.9%
41.4%
32.8%
19.5%
19.3%
14.3%
U.A.E.*
SOUTH
KOREA
HONG
KONG
NETHERLANDS
CANADA
SPAIN
GERMANY
SINGAPORE
NORWAY
TAIWAN
U.K.
CHILE
DENMARK
SWITZERLAND
SWEDEN
AUSTRIA
NEW
ZEALAND
AUSTRALIA
BELGIUM
FRANCE
IRELAND
ARGENTINA
SAUDI
ARABIA
MALAYSIA
PORTUGAL
ISRAEL
CZECHIA
ITALY
JAPAN
COLOMBIA
MEXICO
RUSSIA
TURKEY
THAILAND
U.S.A.
PHILIPPINES
GREECE
CHINA
VIETNAM
BRAZIL
ROMANIA
POLAND
INDONESIA
WORLDWIDE
MOROCCO
SOUTH
AFRICA
EGYPT
INDIA
GHANA
KENYA
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 USERS 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 ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. POPULATION
JAN
2023
DATAREPORTAL

169
231 NORTH KOREA1
[N/A] [BLOCKED]
230 ERITREA 0.3% 10,000
229 NIGER 1.8% 467,850
228 CENTRAL AFRICAN REPUBLIC 2.1% 117,000
227 CHAD 2.7% 491,650
226 TURKMENISTAN 2.8% 180,350
225 MALAWI 3.8% 783,750
224 SOUTH SUDAN 4.3% 470,350
223 UGANDA 4.3% 2,050,000
222 DEM. REP. OF THE CONGO 4.9% 4,900,000
01 UNITED ARAB EMIRATES 105.5%* 10,000,000
02 BAHRAIN 98.7% 1,460,000
03 QATAR 96.8% 2,620,000
04 BRUNEI 94.4% 425,600
05 SOUTH KOREA 92.0% 47,637,000
06 LEBANON 90.5% 4,910,000
07 OMAN 90.5% 4,170,000
08 HONG KONG 89.9% 6,730,000
09 NETHERLANDS 88.1% 15,500,000
10 CAYMAN ISLANDS 88.0% 60,750
# HIGHEST ADOPTION % OF POP. № OF USERS # LOWEST ADOPTION % OF POP. № OF USERS
LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATION
HIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATION
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. NOTES: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL
PLATFORM(S) IN EACH COUNTRY. (1) THE INTERNET IS BLOCKED IN NORTH KOREA, SO EVERYDAY CITIZENS DO NOT HAVE ACCESS TO SOCIAL MEDIA. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT
UNIQUE INDIVIDUALS. (*) PERCENTAGES MAY EXCEED 100% DUE TO DUPLICATE AND “FAKE” ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR
FURTHER DETAILS. COMPARABILITY: SOURCE CHANGES; SIGNIFICANT REVISIONS TO SOURCE BASE DATA AND REPORTING METHODOLOGIES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
SOCIAL MEDIA USE vs. TOTAL POPULATION
JAN
2023

170
226 NORTH KOREA1
[N/A] [BLOCKED]
225 ERITREA 0.5% 9,900
224 TURKMENISTAN 3.7% 155,400
223 NIGER 3.9% 462,850
222 CENTRAL AFRICAN REPUBLIC 4.4% 111,550
221 CHAD 5.6% 462,950
220 MALAWI 7.3% 756,950
219 SOUTH SUDAN 8.4% 450,300
218 UGANDA 8.9% 2,050,000
217 ETHIOPIA 9.2% 6,150,000
02 BRUNEI 120.6%* 401,000
03 LIBYA 115.8%* 5,250,000
04 QATAR 115.5%* 2,562,700
05 BAHRAIN 115.0%* 1,300,000
06 GUAM 111.7%* 133,300
07 LEBANON 111.5%* 4,060,000
08 OMAN 108.0%* 3,450,000
09 CAYMAN ISLANDS 107.2%* 59,700
10 PALAU 106.9%* 14,450
# HIGHEST ADULT ADOPTION
% OF POP.
AGE 18+
№ OF USERS
AGE 18+
# LOWEST ADULT ADOPTION
% OF POP.
AGE 18+
№ OF USERS
AGE 18+
LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATION: ADULTS AGE 18+
HIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATION: ADULTS AGE 18+
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC. NOTES: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL MEDIA PLATFORM(S) IN EACH
COUNTRY. (1) THE INTERNET IS BLOCKED IN NORTH KOREA, SO EVERYDAY CITIZENS DO NOT HAVE ACCESS TO SOCIAL MEDIA. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
(*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND “FAKE” ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR
FURTHER DETAILS. COMPARABILITY: SOURCE CHANGES; SIGNIFICANT REVISIONS TO SOURCE BASE DATA AND REPORTING METHODOLOGIES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE AMONGST ADULTS AGE 18+ vs. POPULATION AGE 18+
SOCIAL MEDIA USE vs. POPULATION: AGE 18+
JAN
2023

171
01:37
01:44
01:52
02:08
02:15
02:22 02:25 02:25 02:28 02:31
+7.2% +7.7% +14.3% +5.5% +5.2% +2.1% 0% +2.1% +2.0%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
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 (YOY)
JAN
2023
DATAREPORTAL

172
02:25 02:29
02:23
02:30
02:25 02:22 02:24 02:27 02:28 02:29 02:29 02:28 02:31
+2.8% -4.0% +4.9% -3.3% -2.1% +1.4% +2.1% +0.7% +0.7% 0% -0.7% +2.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2019 2019 2020 2020 2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
DAILY TIME SPENT USING SOCIAL MEDIA (QOQ)
JAN
2023
DATAREPORTAL

173
04:36
03:46
03:44
03:43
03:34
03:32
03:28
03:28
03:21
03:18
03:15
03:01
02:54
02:53
02:50
02:50
02:47
02:44
02:32
02:32
02:31
02:29
02:25
02:16
02:16
02:15
02:13
02:12
02:06
02:05
02:04
02:02
01:59
01:58
01:56
01:56
01:56
01:55
01:55
01:55
01:53
01:52
01:48
01:47
01:43
01:41
01:39
01:34
01:34
01:11
00:51
NIGERIA
BRAZIL
SOUTH
AFRICA
PHILIPPINES
KENYA
COLOMBIA
CHILE
GHANA
MEXICO
INDONESIA
ARGENTINA
SAUDI
ARABIA
TURKEY
MOROCCO
INDIA
U.A.E.
MALAYSIA
THAILAND
ROMANIA
VIETNAM
WORLDWIDE
EGYPT
PORTUGAL
RUSSIA
U.S.A.
NEW
ZEALAND
SINGAPORE
ISRAEL
TAIWAN
CANADA
AUSTRALIA
POLAND
CHINA
SWEDEN
IRELAND
NORWAY
U.K.
FRANCE
GREECE
SPAIN
CZECHIA
HONG
KONG
ITALY
DENMARK
SWITZERLAND
GERMANY
NETHERLANDS
AUSTRIA
BELGIUM
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
DAILY TIME SPENT USING SOCIAL MEDIA
JAN
2023
DATAREPORTAL

174
03:11
02:56
02:33
02:08
01:40
02:46 02:42
02:19
01:58
01:38
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
JAN
2023
DATAREPORTAL

175
26.3% 27.2%
29.6%
32.9% 33.3%
34.8%
36.4%
34.9% 35.5%
38.0%
+3.3% +8.8% +11.3% +1.1% +4.7% +4.7% -4.1% +1.6% +7.2%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
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 (YOY)
JAN
2023
DATAREPORTAL

176
34.9% 34.1% 34.7% 35.3% 35.5% 36.1% 36.4% 37.3% 38.0%
-2.3% +1.7% +1.6% +0.7% +1.7% +1.0% +2.3% +2.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
SOCIAL MEDIA’S SHARE OF ONLINE TIME (QOQ)
JAN
2023
DATAREPORTAL

177
44.4%
42.9%
41.3%
41.1%
40.3%
40.3%
39.7%
39.5%
39.2%
39.2%
38.8%
38.0%
37.9%
36.6%
36.3%
36.0%
35.9%
35.9%
35.3%
35.3%
34.4%
33.7%
33.5%
33.4%
33.3%
32.6%
32.5%
32.4%
32.3%
32.3%
31.9%
31.7%
31.7%
31.6%
30.8%
30.5%
30.4%
30.3%
30.3%
30.3%
29.2%
29.0%
29.0%
28.7%
28.5%
22.7%
22.1%
INDIA
INDONESIA
MEXICO
SAUDI
ARABIA
CHILE
PHILIPPINES
VIETNAM
BRAZIL
TURKEY
COLOMBIA
SOUTH
AFRICA
WORLDWIDE
U.A.E.
CHINA
NEW
ZEALAND
ARGENTINA
ROMANIA
DENMARK
AUSTRALIA
FRANCE
MALAYSIA
THAILAND
NORWAY
U.K.
SPAIN
SWEDEN
U.S.A.
GERMANY
EGYPT
IRELAND
GREECE
SINGAPORE
PORTUGAL
CANADA
ISRAEL
SWITZERLAND
ITALY
POLAND
CZECHIA
NETHERLANDS
AUSTRIA
TAIWAN
HONG
KONG
BELGIUM
RUSSIA
JAPAN
SOUTH
KOREA
GLOBAL OVERVIEW
SOCIAL MEDIA’S SHARE OF ONLINE TIME
JAN
2023
DATAREPORTAL

178
42.6%
41.1%
39.2%
35.2%
31.3%
38.7% 38.9%
36.1%
33.3%
31.3%
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
JAN
2023
DATAREPORTAL

179
47.1%
36.2%
34.2%
30.3%
28.8%
27.3%
25.9%
23.7%
23.4%
23.0%
22.7%
22.0%
21.8%
21.4%
21.3%
20.8%
20.3%
16.1%
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
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
WORK-RELATED NETWORKING OR RESEARCH
WATCHING OR FOLLOWING SPORTS
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
POSTING ABOUT YOUR LIFE
FOLLOWING CELEBRITIES OR INFLUENCERS
AVOIDING MISSING OUT ON THINGS (FOMO)
SUPPORTING OR CONNECTING WITH GOOD CAUSES
SOURCE: GWI (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 SHARE OF
INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH.
GLOBAL OVERVIEW
PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
JAN
2023
DATAREPORTAL

180
8.7
8.4
8.4
8.2
8.2
7.9
7.8
7.8
7.7
7.6
7.6
7.5
7.3
7.3
7.2
7.2
7.1
7.1
6.9
6.8
6.7
6.7
6.6
6.6
6.6
6.6
6.4
6.3
6.3
6.3
6.3
6.3
6.2
6.1
6.1
6.1
6.0
5.9
5.8
5.7
5.7
5.7
5.6
5.5
5.5
5.3
4.9
4.7
4.7
4.5
3.5
INDIA
BRAZIL
INDONESIA
PHILIPPINES
U.A.E.
SAUDI
ARABIA
MEXICO
SOUTH
AFRICA
MALAYSIA
TURKEY
COLOMBIA
CHILE
CHINA
VIETNAM
WORLDWIDE
EGYPT
THAILAND
SINGAPORE
ARGENTINA
PORTUGAL
GREECE
HONG
KONG
KENYA
ROMANIA
IRELAND
U.S.A.
NIGERIA
NORWAY
CANADA
SWEDEN
SPAIN
TAIWAN
POLAND
AUSTRALIA
U.K.
SWITZERLAND
NEW
ZEALAND
ITALY
ISRAEL
FRANCE
DENMARK
NETHERLANDS
AUSTRIA
CZECHIA
BELGIUM
GERMANY
RUSSIA
GHANA
MOROCCO
SOUTH
KOREA
JAPAN
SOURCE: GWI (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: INCLUDES DATA FOR YOUTUBE.
COMPARABILITY: A CHART WITH A SIMILAR TITLE APPEARED IN PREVIOUS REPORTS IN THIS SERIES, BUT THOSE PREVIOUS VERSIONS INCLUDED DATA FOR ACCOUNT OWNERSHIP RATHER THAN ACTIVE USE.
FIGURES SHOWN HERE ARE NOT COMPARABLE WITH 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
JAN
2023
DATAREPORTAL

181
7.8 7.9
7.2
6.1
5.1
7.6
7.9
7.2
6.4
5.5
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: INCLUDES DATA FOR YOUTUBE.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
JAN
2023
DATAREPORTAL

182
2,958
2,514
2,000
2,000
1,309
1,051
931
715
700
635
626
584
574
556
445
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM1
WECHAT1
TIKTOK1
FB MESSENGER2
DOUYIN3
TELEGRAM1
SNAPCHAT2
KUAISHOU1
SINA WEIBO1
QQ1
TWITTER2
PINTEREST1
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) ANALYSYS.CN. ADVISORY: USERS MAY NOT
REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES ARE LESS REPRESENTATIVE. 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)
THE WORLD’S MOST USED SOCIAL PLATFORMS
JAN
2023
DATAREPORTAL

183
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% 72.3% 72.0% 77.4% 52.3% 44.2% 33.1% 49.0% 14.0% 33.4% 30.6%
YOUTUBE USERS 1.0% 77.4% 100% 70.9% 75.8% 49.0% 46.6% 30.4% 50.6% 16.4% 35.6% 30.7%
WHATSAPP USERS 0.8% 79.4% 74.1% 100% 78.0% 50.5% 51.3% 34.7% 48.9% 13.1% 34.8% 31.4%
INSTAGRAM USERS 0.2% 82.1% 74.9% 75.1% 100% 54.2% 48.7% 37.4% 54.8% 15.2% 37.4% 31.0%
TIKTOK USERS 0.1% 82.5% 76.9% 72.2% 80.5% 100% 49.2% 39.8% 56.5% 16.3% 39.7% 29.4%
TELEGRAM USERS 0.1% 80.1% 79.2% 84.3% 83.3% 56.5% 100% 39.8% 59.5% 16.5% 39.3% 36.4%
SNAPCHAT USERS 0.1% 82.0% 76.1% 78.1% 87.3% 62.5% 54.5% 100% 60.7% 22.3% 45.5% 37.3%
TWITTER USERS 0.1% 82.4% 77.1% 74.6% 86.8% 60.3% 55.2% 41.2% 100% 21.3% 41.0% 38.7%
REDDIT USERS 0.1% 79.1% 78.1% 67.1% 81.3% 58.5% 51.5% 50.9% 71.6% 100% 57.3% 50.1%
PINTEREST USERS 0.2% 81.0% 76.9% 76.5% 85.5% 61.2% 52.6% 44.6% 59.2% 24.6% 100% 42.1%
LINKEDIN USERS 0.2% 86.6% 75.2% 80.4% 82.6% 52.8% 56.8% 42.5% 65.1% 25.0% 49.0% 100%
SOURCE: GWI (Q3 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
JAN
2023

184
15.8%
14.3%
14.2%
12.2%
6.1%
5.7%
3.4%
2.6%
2.2%
2.0%
1.8%
1.5%
1.5%
1.4%
1.0%
0.9%
0.9%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT
TIKTOK
DOUYIN
TWITTER
FACEBOOK MESSENGER
TELEGRAM
LINE
KUAISHOU
PINTEREST
QQ
SNAPCHAT
IMESSAGE
LINKEDIN
VK
SOURCE: GWI (Q3 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.
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
JAN
2023
DATAREPORTAL

185
WHATSAPP 15.5% 15.4% 17.1% 18.5% 19.5%
INSTAGRAM 21.3% 14.6% 9.4% 7.0% 4.9%
FACEBOOK 10.5% 15.7% 17.1% 16.8% 18.4%
WECHAT 8.4% 12.1% 13.8% 14.1% 15.0%
TIKTOK 7.7% 5.1% 4.4% 4.1% 2.2%
DOUYIN 4.1% 6.0% 6.7% 5.3% 4.7%
TWITTER 4.2% 3.9% 3.8% 3.8% 3.5%
FB MESSENGER 2.1% 2.8% 2.8% 2.6% 2.7%
TELEGRAM 3.0% 2.8% 2.3% 2.4% 2.3%
LINE 0.8% 1.3% 1.9% 2.9% 3.7%
WHATSAPP 12.3% 13.3% 15.4% 16.4% 20.3%
INSTAGRAM 23.1% 17.6% 13.2% 10.6% 7.6%
FACEBOOK 6.9% 13.5% 14.7% 16.9% 18.9%
WECHAT 8.0% 13.4% 15.0% 13.1% 11.7%
TIKTOK 12.0% 7.5% 5.5% 4.6% 3.2%
DOUYIN 4.7% 6.8% 7.6% 6.3% 3.6%
TWITTER 5.0% 2.6% 2.1% 2.1% 1.9%
FB MESSENGER 2.1% 2.5% 2.7% 2.9% 3.3%
TELEGRAM 2.0% 1.6% 1.6% 1.9% 1.8%
LINE 1.0% 1.4% 2.2% 3.4% 4.6%
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 (Q3 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: VALUES NOW REPRESENT SHARE OF ACTIVE SOCIAL MEDIA USERS ONLY, RATHER
THAN SHARE OF ALL INTERNET USERS. VERSIONS OF THIS CHART THAT FEATURED IN OUR PREVIOUS REPORTS DID NOT INCLUDE DATA FOR CHINA, SO VALUES ARE NOT COMPARABLE.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
JAN
2023

186
3H 07M 3H 57M 5H 28M 10H 59M 3H 10M
+5.5% (+10 MINS) +33.2% (+59 MINS) +6.7% (+21 MINS) -5.5% (-39 MINS) +7.0% (+12 MINS)
23H 09M 19H 43M 17H 20M 12H 00M 23H 28M
-2.3% (-32 MINS) +0.7% (+8 MINS) -6.7% (-1H 15M) +6.9% (+46 MINS) +19.7% (+3H 51M)
06: FACEBOOK MESSENGER 07: TELEGRAM 08: TWITTER 09: LINE 10: SNAPCHAT
01: YOUTUBE 02: FACEBOOK 03: WHATSAPP 04: INSTAGRAM 05: TIKTOK
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 THROUGHOUT 2022. DOES NOT INCLUDE DATA FOR CHINA. FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
GLOBAL OVERVIEW
AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP, RANKED BY CUMULATIVE TIME ACROSS ALL ANDROID USERS
TIME SPENT USING SOCIAL MEDIA APPS
JAN
2023

187
23.5 HOURS / MONTH
23.1 HOURS / MONTH
19.7 HOURS / MONTH
17.3 HOURS / MONTH
12.0 HOURS / MONTH
11.0 HOURS / MONTH
5.5 HOURS / MONTH
4.0 HOURS / MONTH
3.2 HOURS / MONTH
3.1 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP MESSENGER
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 THROUGHOUT 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 THROUGHOUT 2022
TIME SPENT USING SOCIAL APPS
JAN
2023
DATAREPORTAL

188
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
54.5% 55.2% 59.5% 71.1% 62.9%
INSTAGRAM 59.9% 60.9% 49.2% 49.7% 67.9%
LINKEDIN 13.6% 27.1% 29.7% 14.6% 17.4%
PINTEREST 23.3% 38.1% 15.5% 8.7% 16.8%
REDDIT 36.9% 30.6% 34.1% 13.4% 19.1%
SNAPCHAT 35.4% 23.2% 21.9% 36.6% 42.6%
TIKTOK 78.9% 37.5% 33.5% 17.5% 37.4%
TWITTER 36.2% 37.9% 61.2% 22.4% 30.7%
SOURCE: GWI (Q3 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.
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
JAN
2023

189
65.4%
64.6%
64.4%
63.9%
63.5%
60.3%
59.9%
58.7%
58.7%
58.5%
57.6%
57.0%
56.8%
56.4%
56.4%
54.3%
53.8%
53.5%
52.8%
52.2%
49.5%
48.9%
47.8%
47.2%
46.9%
46.8%
45.8%
45.7%
44.0%
43.7%
43.7%
43.4%
42.8%
42.8%
42.5%
42.0%
41.7%
40.6%
40.3%
40.1%
40.0%
40.0%
39.9%
39.8%
39.3%
38.1%
37.0%
34.5%
30.9%
29.2%
25.9%
KENYA
BRAZIL
INDONESIA
PHILIPPINES
SOUTH
AFRICA
GREECE
NIGERIA
MALAYSIA
VIETNAM
CHILE
COLOMBIA
ROMANIA
TURKEY
ARGENTINA
MEXICO
POLAND
THAILAND
PORTUGAL
U.A.E.
INDIA
WORLDWIDE
SAUDI
ARABIA
ISRAEL
SPAIN
CHINA
CZECHIA
ITALY
GHANA
HONG
KONG
RUSSIA
SINGAPORE
SWEDEN
EGYPT
TAIWAN
DENMARK
IRELAND
SWITZERLAND
U.S.A.
FRANCE
CANADA
AUSTRALIA
AUSTRIA
NORWAY
NEW
ZEALAND
GERMANY
NETHERLANDS
U.K.
BELGIUM
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: THIS CHART NOW SHOWS SHARE OF SOCIAL MEDIA USERS. A VERSION OF THIS
CHART THAT APPEARED IN PREVIOUS REPORTS SHOWED THE PERCENTAGE OF INTERNET USERS.
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
JAN
2023
DATAREPORTAL

190
55.1% 56.3%
54.4%
50.2%
41.2%
46.5%
49.3% 48.5%
43.6%
37.6%
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: THIS CHART NOW SHOWS SHARE OF SOCIAL MEDIA USERS. A VERSION OF THIS
CHART THAT APPEARED IN PREVIOUS REPORTS SHOWED THE PERCENTAGE OF INTERNET USERS.
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
JAN
2023
DATAREPORTAL

191
82.7%
60.9%
55.2%
38.1%
37.9%
37.5%
30.6%
27.1%
23.2%
AT LEAST ONE OF THESE 8 PLATFORMS
INSTAGRAM
FACEBOOK (INC. MESSENGER)
PINTEREST
TWITTER
TIKTOK
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.
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
JAN
2023
DATAREPORTAL

192
16.2% 15.4% 13.6% 10.5%
YOY: -1.2% (-20 BPS) YOY: -3.8% (-60 BPS) YOY: -7.5% (-110 BPS) YOY: -2.8% (-30 BPS)
74.7% 43.1% 20.6% 15.7%
YOY: -1.8% (-140 BPS) YOY: -0.9% (-40 BPS) YOY: -4.2% (-90 BPS) YOY: -8.7% (-150 BPS)
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 (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: 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).
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
JAN
2023

193
75.0% 75.0% 74.9% 75.1% 76.1% 75.4% 75.0% 75.1% 74.7%
0% -0.1% +0.3% +1.3% -0.9% -0.5% +0.1% -0.5%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: GWI (Q3 2020 TO 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: VALUES REPRESENT PEOPLE
WHO SAY THAT THEY RESEARCH BRANDS AND PRODUCTS THAT THEY’RE CONSIDERING BUYING ON AT LEAST ONE OF THE FOLLOWING: 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, VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE
PINBOARDS (E.G. PINTEREST).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA TO RESEARCH BRANDS AND PRODUCTS THEY’RE CONSIDERING BUYING
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
JAN
2023
DATAREPORTAL

194
78.2%
71.8%
68.3%
65.8%
64.5%
62.3%
61.3%
60.5%
60.2%
60.1%
58.9%
57.2%
56.9%
51.3%
48.8%
48.5%
47.1%
47.1%
46.7%
45.9%
45.5%
45.0%
44.9%
43.1%
42.0%
41.0%
40.9%
40.3%
40.0%
39.6%
38.6%
34.2%
34.1%
33.6%
33.3%
32.8%
32.6%
32.5%
32.3%
31.7%
31.6%
31.0%
30.8%
29.3%
28.9%
28.3%
27.7%
27.2%
25.9%
24.8%
21.2%
NIGERIA
KENYA
GHANA
COLOMBIA
INDONESIA
MEXICO
SOUTH
AFRICA
ARGENTINA
BRAZIL
SAUDI
ARABIA
VIETNAM
CHILE
PHILIPPINES
MALAYSIA
ISRAEL
EGYPT
PORTUGAL
TURKEY
U.A.E.
GREECE
THAILAND
ROMANIA
INDIA
WORLDWIDE
RUSSIA
MOROCCO
SPAIN
TAIWAN
POLAND
HONG
KONG
CZECHIA
SINGAPORE
U.S.A.
IRELAND
CHINA
SWEDEN
NORWAY
AUSTRALIA
ITALY
NEW
ZEALAND
FRANCE
GERMANY
CANADA
DENMARK
AUSTRIA
U.K.
SWITZERLAND
BELGIUM
JAPAN
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
JAN
2023
DATAREPORTAL

195
50.1% 48.7%
44.9%
37.9%
30.4%
46.1% 46.4%
42.9%
36.1%
27.2%
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 SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
JAN
2023
DATAREPORTAL

196
1.02% 0.42% 0.35% 0.11% 0.12%
-3.8% (-4 BPS) -8.7% (-4 BPS) +6.1% (+2 BPS) -26.7% (-4 BPS) +9.1% (+1 BP)
67.13% 10.38% 9.65% 7.44% 3.38%
-9.4% (-700 BPS) +34.3% (+265 BPS) +114.4% (+515 BPS) -2.7% (-21 BPS) -12.9% (-50 BPS)
REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER
FACEBOOK TWITTER INSTAGRAM 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 NOVEMBER 2022. 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
JAN
2023

197
63.4%
68.9%
80.0% 82.6%
86.5%
75.5%
69.3%
66.0%
68.7%
74.1%
67.1%
+8.6% +16.1% +3.3% +4.8% -12.7% -8.2% -4.8% +4.1% +7.9% -9.4%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: STATCOUNTER. NOTES: DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT FACEBOOK’S 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 FACEBOOK AS A PERCENTAGE OF TOTAL WEB PAGE TRAFFIC ARRIVING FROM THE AVAILABLE
SELECTION OF SOCIAL MEDIA PLATFORMS. 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.
GLOBAL OVERVIEW
WEB TRAFFIC REFERRED BY FACEBOOK AS A PERCENTAGE OF WEB TRAFFIC REFERRED BY SOCIAL MEDIA PLATFORMS (ANY DEVICE)
FACEBOOK’S SHARE OF SOCIAL MEDIA REFERRALS
JAN
2023
DATAREPORTAL

198
44.9%
29.1%
27.7%
27.3%
27.0%
25.0%
22.1%
21.7%
21.6%
20.2%
20.1%
18.8%
17.1%
16.9%
16.8%
16.7%
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
INFLUENCERS OR OTHER EXPERTS
COMPANIES AND BRANDS YOU PURCHASE FROM
SPORTS PEOPLE AND TEAMS
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
CONTACTS RELEVANT TO YOUR WORK
COMPANIES RELEVANT TO YOUR WORK
GAMING EXPERTS OR GAMING STUDIOS
BEAUTY EXPERTS
JOURNALISTS OR NEWS COMPANIES
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
JAN
2023
DATAREPORTAL

199
46.0%
45.4%
41.7%
35.2%
34.6%
34.4%
30.1%
29.6%
28.2%
28.1%
27.5%
27.4%
27.2%
25.8%
25.5%
24.2%
24.2%
24.1%
23.7%
23.7%
23.0%
23.0%
22.7%
22.4%
22.4%
22.1%
21.9%
21.6%
21.5%
20.5%
19.8%
19.8%
19.8%
19.6%
19.5%
19.4%
19.1%
19.0%
18.7%
18.6%
17.9%
17.7%
17.5%
16.9%
16.2%
14.7%
14.5%
14.0%
12.8%
11.7%
6.3%
PHILIPPINES
NIGERIA
BRAZIL
KENYA
SOUTH
AFRICA
INDONESIA
SAUDI
ARABIA
COLOMBIA
MEXICO
MALAYSIA
ARGENTINA
CHILE
U.A.E.
SPAIN
PORTUGAL
EGYPT
SWEDEN
IRELAND
HONG
KONG
VIETNAM
NEW
ZEALAND
POLAND
GHANA
INDIA
ITALY
WORLDWIDE
FRANCE
DENMARK
U.S.A.
CANADA
NORWAY
SWITZERLAND
TAIWAN
AUSTRALIA
SINGAPORE
ROMANIA
SOUTH
KOREA
GERMANY
MOROCCO
AUSTRIA
THAILAND
ISRAEL
U.K.
NETHERLANDS
BELGIUM
CZECHIA
CHINA
GREECE
JAPAN
TURKEY
RUSSIA
SOURCE: GWI (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: REVISED METHODOLOGY
AND DEFINITIONS. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
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
JAN
2023
DATAREPORTAL

200
30.6%
27.3%
22.9%
17.9%
11.4%
24.3%
22.8%
20.4%
16.3%
11.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: REVISED METHODOLOGY
AND DEFINITIONS. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
JAN
2023
DATAREPORTAL

201
61.9%
54.6%
50.2%
49.4%
49.1%
47.4%
46.8%
46.5%
45.2%
45.0%
45.0%
44.7%
43.3%
42.9%
42.3%
42.0%
42.0%
41.1%
39.6%
38.4%
37.7%
37.5%
37.3%
33.7%
32.7%
32.1%
31.9%
31.7%
30.9%
30.7%
30.4%
30.4%
29.4%
28.9%
28.6%
28.6%
28.4%
28.2%
27.9%
27.8%
27.8%
27.7%
27.2%
26.6%
26.3%
26.1%
24.9%
24.4%
20.3%
16.8%
9.6%
NIGERIA
KENYA
SOUTH
AFRICA
BRAZIL
VIETNAM
PHILIPPINES
COLOMBIA
INDIA
U.A.E.
EGYPT
MEXICO
GREECE
INDONESIA
SAUDI
ARABIA
CHINA
ARGENTINA
CHILE
MALAYSIA
WORLDWIDE
PORTUGAL
GHANA
TURKEY
ISRAEL
SPAIN
IRELAND
THAILAND
SINGAPORE
HONG
KONG
TAIWAN
POLAND
NEW
ZEALAND
ROMANIA
CANADA
AUSTRALIA
CZECHIA
DENMARK
U.S.A.
SWITZERLAND
RUSSIA
NORWAY
SWEDEN
U.K.
ITALY
MOROCCO
NETHERLANDS
BELGIUM
AUSTRIA
FRANCE
GERMANY
SOUTH
KOREA
JAPAN
SOURCE: GWI (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: 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: CHARTS WITH SIMILAR TITLES APPEARED IN PREVIOUS REPORTS, BUT THOSE
CHARTS USED DIFFERENT DEFINITIONS OF USING SOCIAL MEDIA FOR WORK, AND DIFFERENT AUDIENCE BASES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
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
JAN
2023
DATAREPORTAL

202
35.8%
43.0% 41.7%
36.7%
24.8%
36.9%
44.1% 45.5%
41.1%
33.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: 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: CHARTS WITH SIMILAR TITLES APPEARED IN PREVIOUS REPORTS, BUT THOSE
CHARTS USED DIFFERENT DEFINITIONS OF USING SOCIAL MEDIA FOR WORK, AND DIFFERENT AUDIENCE BASES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
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
JAN
2023
DATAREPORTAL

203
55.8%
55.3%
54.0%
51.6%
51.1%
51.0%
50.3%
49.2%
48.4%
48.1%
47.6%
47.3%
46.8%
46.5%
45.5%
44.3%
43.3%
42.6%
42.6%
41.4%
40.8%
39.0%
38.5%
38.1%
37.9%
34.2%
33.7%
33.6%
33.5%
33.1%
32.6%
32.3%
32.3%
32.2%
32.1%
32.0%
31.3%
30.4%
30.4%
27.9%
26.8%
26.4%
25.8%
24.8%
24.7%
24.4%
23.0%
22.2%
21.2%
19.7%
16.2%
NIGERIA
GREECE
BRAZIL
POLAND
COLOMBIA
TURKEY
CHILE
VIETNAM
KENYA
ARGENTINA
ITALY
PHILIPPINES
PORTUGAL
SOUTH
AFRICA
MEXICO
CZECHIA
SPAIN
INDONESIA
MALAYSIA
GHANA
ROMANIA
RUSSIA
THAILAND
AUSTRIA
GERMANY
WORLDWIDE
SWEDEN
HONG
KONG
SWITZERLAND
SINGAPORE
INDIA
NETHERLANDS
U.A.E.
FRANCE
IRELAND
NORWAY
BELGIUM
CANADA
DENMARK
NEW
ZEALAND
U.K.
U.S.A.
TAIWAN
AUSTRALIA
CHINA
SAUDI
ARABIA
ISRAEL
JAPAN
EGYPT
MOROCCO
SOUTH
KOREA
SOURCE: GWI (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: VALUES REPRESENT SHARE OF
INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS.
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
JAN
2023
DATAREPORTAL

204
30.2%
34.5% 35.6%
37.1%
34.9%
29.6%
34.2%
36.5% 36.1%
38.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: VALUES REPRESENT SHARE OF
INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS.
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
JAN
2023
DATAREPORTAL

THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO
LESS EGO-DRIVEN COMMUNITIES
NEW COOPERATIVES
Once so closely related, two core tenets of online behaviour – connecting with
friends and consuming content – have begun to drift apart. The vacuum
they've created is being filled by forms of connection that are open, dynamic,
and far less focused on the individual.
As the social web reorganises itself, individuality is out – at least in its earlier
form. Identity curation, self-presentation, hierarchy and status-seeking are
being gently set aside to make more space for effective community-building.
With growing emphasis on community over individuality, brands are better
received when they act as connectors, rather than frontmen. In this context,
brand identity is built bottom-up, through the collective, rather than top-down
through the brand-as-figurehead.
When the latest Minions release
prompted a chaotic fan-led "activation",
Universal chose to revel in the delights
of a viral campaign with no recognised
instigator. Rather than platforming
individual voices, #Gentleminions relied
on collective, anonymous mass
mobilisation, in a more light-hearted
example of how less ego-driven means
of connection can affect real world
action. The studio showed savvy by
leaning in and embracing the absurdity.
Brands can lay the groundwork for
communities to co-create content.
Twitter has started testing a CoTweets
feature, letting users in the US, Canada,
and Korea co-author posts. This means
that individual users, or even brands and
influencers, can share the creative and
editing responsibilities for a given post,
making it a truly collaborative effort.
FIND OUT MORE IN
PARTNER CONTENT

Meltwater Insights
The shifts creating new opportunities for marketers
Social Media Use
With more social geotargeting features
and demand for in-person events, expect
“offline” to start to play a bigger role with
influencers.
For marketers, tangible experiences have
the potential for big social media impacts.
From memorable in-store activations to
installations and challenges geared for
UGC, “offline” digital content presents an
opportunity to differentiate and strengthen
your brand.
Social commerce is here to stay, with
sales projected to account for 16.7% of all
e-commerce sales by 2025.
As more consumers make their first in-app
purchases in 2023, building trust through
social proof, influencer marketing, social
customer service, and multi-channel purchase
options is crucial. Brands need to get creative
with new platform features while emphasizing
the legitimacy, value, and quality of social
shopping.
Step aside, search engines. Gen-Z flocks to
TikTok and Instagram to discover products
and services. And older generations may not
be far behind.
Marketers targeting older audiences should
take stock of their current advertising
channels and consider expanding. TikTok,
in particular, is courting advertisers with
marketing integrations and educational
resources, making now an easy time to get
on board.
Rising trust in social commerce Social media as search engine Bringing “offline” online
Take control of your social media scheduling with
Meltwater’s social media management solution.
PARTNER CONTENT

208
57.3% 47.2% 67.1% 67.0%
2.96 36.9% +0.8% +1.6%
BILLION +24 MILLION +48 MILLION
90
TOTAL FACEBOOK MAU
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
QUARTER-ON-QUARTER CHANGE
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
JAN
2023

209
1,007
1,189
1,350
1,545
1,788
2,072
2,271
2,449
2,740
2,910 2,958
+18.1% +13.5% +14.4% +15.7% +15.9% +9.6% +7.8% +11.9% +6.2% +1.6%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS.
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS), AND RELATIVE CHANGE OVER TIME
FACEBOOK MONTHLY ACTIVE USERS (YOY)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023
DATAREPORTAL

210
2,740 2,797 2,853 2,895 2,910 2,912 2,936 2,934 2,958
+2.1% +2.0% +1.5% +0.5% +0.1% +0.8% -0.1% +0.8%
OCT JAN APR JUL OCT JAN APR JUL OCT
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
FACEBOOK MONTHLY ACTIVE USERS (QOQ)
JAN
2023
DATAREPORTAL

211
38.4% 31.7% 43.7% 56.3%
1.98 24.8% -4.6% -6.0%
BILLION -96 MILLION -127 MILLION
90
FACEBOOK AD REACH
FACEBOOK AD REACH
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
IN REPORTED FACEBOOK AD REACH
REPORTED FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT 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 FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND
FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY:
SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

212
2,184 2,212 2,252 2,276
2,109 2,141 2,168
2,079
1,983
+1.2% +1.8% +1.1% -7.3% +1.5% +1.2% -4.1% -4.6%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT 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. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA
FOR FURTHER DETAILS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
FACEBOOK ADVERTISING REACH
JAN
2023
DATAREPORTAL

213
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%
2.4%
21.0%
0.3%
4.9%
1.2%
1.8%
0.7%
2.3%
4.6%
2.9%
3.5%
2.8%
3.8%
12.2%
0.6%
5.4%
9.9%
SOURCE: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: FIGURES USE MIDPOINT 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
JAN
2023

214
2.1%
8.9%
12.3%
8.5%
5.5%
3.8%
3.0%
2.7%
12.6%
17.6%
10.9%
6.1%
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 MIDPOINT 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. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

215
2.5%
8.7%
15.1%
20.6%
25.9%
32.9%
39.4%
44.4%
48.1%
76.6%
55.9%
53.3%
52.7%
56.0%
64.6%
56.0%
50.1%
46.0%
42.8%
51.5%
39.6%
40.4%
48.0%
35.8%
37.8%
34.3%
32.8%
32.3%
31.9%
38.0%
29.6%
29.3%
28.5%
27.2%
27.9%
24.9%
22.9%
24.1%
23.0%
25.4%
21.2%
21.5%
20.3%
20.4%
20.2%
18.7%
18.3%
18.7%
19.5%
22.3%
17.7%
17.0%
14.0%
AGE
13
AGE
14
AGE
15
AGE
16
AGE
17
AGE
18
AGE
19
AGE
20
AGE
21
AGE
22
AGE
23
AGE
24
AGE
25
AGE
26
AGE
27
AGE
28
AGE
29
AGE
30
AGE
31
AGE
32
AGE
33
AGE
34
AGE
35
AGE
36
AGE
37
AGE
38
AGE
39
AGE
40
AGE
41
AGE
42
AGE
43
AGE
44
AGE
45
AGE
46
AGE
47
AGE
48
AGE
49
AGE
50
AGE
51
AGE
52
AGE
53
AGE
54
AGE
55
AGE
56
AGE
57
AGE
58
AGE
59
AGE
60
AGE
61
AGE
62
AGE
63
AGE
64
AGE
65+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE
ACCOUNTS, USER AGE MISSTATEMENTS, 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 GLOBAL REACH OF FACEBOOK ADS AT EACH AGE, COMPARED WITH THE TOTAL GLOBAL POPULATION AT THE SAME AGE
FACEBOOK ADVERTISING REACH RATE BY AGE
JAN
2023
DATAREPORTAL

216
93.5%
88.9%
83.4%
82.7%
79.0%
77.1%
76.1%
74.7%
73.8%
73.5%
69.4%
68.8%
67.5%
67.1%
66.3%
64.7%
64.6%
62.8%
62.6%
61.7%
61.3%
61.1%
60.9%
59.8%
59.7%
59.4%
55.4%
55.2%
55.0%
54.6%
53.0%
52.9%
52.8%
52.7%
49.4%
48.9%
48.0%
46.0%
40.2%
40.0%
37.8%
33.5%
31.7%
28.2%
25.1%
24.7%
20.5%
15.9%
13.5%
0.1%
PHILIPPINES
U.A.E.
VIETNAM
MEXICO
COLOMBIA
THAILAND
TAIWAN
ARGENTINA
MALAYSIA
CHILE
NORWAY
DENMARK
NEW
ZEALAND
AUSTRALIA
ISRAEL
PORTUGAL
SWEDEN
BELGIUM
HONG
KONG
CANADA
SINGAPORE
BRAZIL
U.S.A.
U.K.
MOROCCO
IRELAND
INDONESIA
ROMANIA
FRANCE
GREECE
CZECHIA
ITALY
EGYPT
NETHERLANDS
POLAND
SOUTH
AFRICA
TURKEY
SPAIN
AUSTRIA
SWITZERLAND
SAUDI
ARABIA
GERMANY
WORLDWIDE
INDIA
KENYA
GHANA
SOUTH
KOREA
NIGERIA
JAPAN
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK ADS COMPARED WITH POPULATION AGED 13+
FACEBOOK ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

217
01 INDIA 314,600,000 28.2%
02 UNITED STATES OF AMERICA 175,000,000 60.9%
03 INDONESIA 119,900,000 55.4%
04 BRAZIL 109,050,000 61.1%
05 MEXICO 83,750,000 82.7%
06 PHILIPPINES 80,300,000 93.5%
07 VIETNAM 66,200,000 83.4%
08 THAILAND 48,100,000 77.1%
09 BANGLADESH 43,250,000 32.3%
10 EGYPT 42,000,000 52.8%
11 PAKISTAN 37,300,000 23.0%
12 UNITED KINGDOM 34,400,000 59.8%
13 COLOMBIA 33,500,000 79.0%
14 TURKEY 32,800,000 48.0%
15 FRANCE 30,400,000 55.0%
16 ITALY 27,950,000 52.9%
17 ARGENTINA 27,350,000 74.7%
18 GERMANY 24,500,000 33.5%
19 PERU 22,850,000 86.0%
20 SOUTH AFRICA 22,150,000 48.9%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINT
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, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
JAN
2023

218
11 CAMBODIA 82.6% 10,450,000
12 ARUBA 82.6% 76,000
13 TONGA 81.9% 61,750
14 GREENLAND 81.9% 37,900
15 FAROE ISLANDS 80.1% 34,950
16 COLOMBIA 79.0% 33,500,000
17 BOLIVIA 78.7% 7,100,000
18 ICELAND 77.5% 244,200
19 THAILAND 77.1% 48,100,000
01 LIBYA 96.1% 5,000,000
02 MONGOLIA 94.1% 2,300,000
03 PHILIPPINES 93.5% 80,300,000
04 UNITED ARAB EMIRATES 88.9% 7,300,000
05 PERU 86.0% 22,850,000
06 GEORGIA 85.5% 2,600,000
07 ECUADOR 85.0% 12,000,000
08 QATAR 83.6% 1,950,000
09 VIETNAM 83.4% 66,200,000
10 MEXICO 82.7% 83,750,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
FACEBOOK ELIGIBLE AD REACH RATE RANKING
JAN
2023

219
24.5
21.4
19.7
18.0 17.8
15.7 15.5 15.5
14.7 14.6
12.9 12.3
10.6 9.9
7.1
MEXICO
INDIA
WORLDWIDE
SINGAPORE
AUSTRALIA
CANADA
ARGENTINA
U.S.A.
U.K.
INDONESIA
FRANCE
BRAZIL
GERMANY
TURKEY
SOUTH
KOREA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS, OR CONTACT DATA.AI FOR DETAILS OF HOW TO ACCESS DATA FOR ADDITIONAL LOCATIONS. NOTE: FIGURES REPRESENT AVERAGE NUMBER
OF HOURS SPENT PER USER, PER MONTH USING THE FACEBOOK MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH FACEBOOK USER SPENDS USING THE FACEBOOK APP ON ANDROID PHONES
FACEBOOK: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

220
11 JAVANESE 49,000,000 2.5%
12 THAI 46,650,000 2.4%
13 URDU 37,000,000 1.9%
14 TURKISH 35,500,000 1.8%
15 ITALIAN 30,250,000 1.6%
16 GERMAN 28,400,000 1.5%
17 CHINESE 27,300,000 1.4%
18 RUSSIAN 23,500,000 1.2%
19 POLISH 18,650,000 1.0%
20 SWAHILI 15,100,000 0.8%
01 ENGLISH 959,300,000 49.9%
02 SPANISH 289,900,000 15.1%
03 HINDI 160,550,000 8.3%
04 ARABIC 137,550,000 7.2%
05 PORTUGUESE 123,200,000 6.4%
06 INDONESIAN 105,150,000 5.5%
07 FRENCH 100,550,000 5.2%
08 BENGALI 70,100,000 3.6%
09 VIETNAMESE 64,850,000 3.4%
10 FILIPINO 58,200,000 3.0%
# LANGUAGE USERS SHARE # LANGUAGE USERS SHARE
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: USER FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: LANGUAGE NAMES AND CATEGORISATION AS PER META’S ADVERTISING RESOURCES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY LANGUAGE
FACEBOOK USERS BY LANGUAGE
JAN
2023

221
11 ISTANBUL 7,700,000 8,750,000
12 JAKARTA 7,600,000 16,100,000
13 KARACHI 7,400,000 8,350,000
14= BOGOTÁ 6,500,000 7,500,000
14= PHNOM PENH 6,500,000 7,700,000
16 BANGALORE 6,100,000 7,700,000
17 LAGOS 5,350,000 6,100,000
18 HANOI 5,300,000 10,400,000
19 BAGHDAD 5,000,000 5,350,000
20 CHENNAI 4,900,000 5,900,000
01 DHAKA 14,800,000 20,550,000
02 DELHI 12,950,000 20,200,000
03 BANGKOK 10,450,000 15,800,000
04 HO CHI MINH CITY 9,900,000 15,750,000
05 LIMA 9,350,000 10,550,000
06 MEXICO CITY 9,250,000 16,650,000
07 CAIRO 8,900,000 15,350,000
08 KOLKATA 8,700,000 12,550,000
09 MUMBAI 8,450,000 12,700,000
10 SÃO PAULO 7,800,000 12,850,000
# CITY CITY ONLY CITY +40KM # CITY CITY ONLY CITY +40KM
SOURCE: META’S ADVERTISING RESOURCES. NOTE: RANK ORDER DETERMINED BY VALUES IN THE “CITY ONLY” COLUMN. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND
MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE
NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
URBAN AREAS WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK’S TOP CITIES
JAN
2023

222
616.8 31.1% 9.9% 37.6% 62.4%
MILLION
POTENTIAL AUDIENCE
THAT META REPORTS CAN
BE REACHED WITH ADS
IN FACEBOOK REELS
POTENTIAL REACH OF
ADS IN FACEBOOK REELS
AS A PERCENTAGE OF
FACEBOOK’S TOTAL AD REACH
FACEBOOK REELS
AD AUDIENCE AS A
PERCENTAGE OF TOTAL
POPULATION AGED 13+
PERCENTAGE OF THE
FACEBOOK REELS
AD AUDIENCE THAT
META REPORTS IS FEMALE
PERCENTAGE OF THE
FACEBOOK REELS
AD AUDIENCE THAT
META REPORTS IS MALE
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR 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
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS WITHIN THE FACEBOOK REELS ENVIRONMENT
FACEBOOK REELS: AUDIENCE OVERVIEW
JAN
2023

223
1.3%
6.7%
11.7%
8.0%
5.0%
3.2%
2.0%
2.5%
12.6%
21.2%
13.1%
6.9%
3.6%
2.1%
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
DEMOGRAPHIC PROFILE OF THE AUDIENCE THAT MARKETERS CAN REACH WITH ADS WITHIN THE FACEBOOK REELS ENVIRONMENT
FACEBOOK REELS: AD AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

224
1.27 30.2% 17.4% 50.6% 1.8%
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 SEPTEMBER 2022 AND 30 NOVEMBER 2022. 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
JAN
2023

225
0.07% 0.12% 0.08% 0.03% 0.11%
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 SEPTEMBER 2022 AND 30 NOVEMBER 2022. 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
JAN
2023

226
0.31% 0.20% 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
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 POST ENGAGEMENT COMPARISONS
JAN
2023

227
0.25%
0.25%
0.19%
0.16%
0.14%
0.13%
0.13%
0.13%
0.12%
0.12%
0.12%
0.11%
0.11%
0.11%
0.11%
0.08%
0.08%
0.08%
0.08%
0.08%
0.07%
0.07%
0.07%
0.07%
0.07%
0.06%
0.06%
0.06%
0.06%
0.06%
0.06%
0.05%
0.05%
0.05%
0.04%
0.04%
0.04%
0.03%
0.03%
0.03%
0.03%
0.02%
0.02%
0.02%
0.02%
0.01%
SWEDEN
BELGIUM
DENMARK
FRANCE
SWITZERLAND
MALAYSIA
GREECE
ITALY
NETHERLANDS
AUSTRIA
JAPAN
ROMANIA
RUSSIA
PORTUGAL
U.K.
POLAND
IRELAND
HONG
KONG
U.S.A.
TAIWAN
CANADA
NEW
ZEALAND
WORLDWIDE
MEXICO
ISRAEL
EGYPT
ARGENTINA
GHANA
GERMANY
SPAIN
AUSTRALIA
SINGAPORE
VIETNAM
NIGERIA
PHILIPPINES
TURKEY
KENYA
COLOMBIA
INDIA
SOUTH
AFRICA
THAILAND
MOROCCO
U.A.E.
SOUTH
KOREA
SAUDI
ARABIA
INDONESIA
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 AND DEMOGRAPHIC COMPOSITION.
GLOBAL OVERVIEW
FACEBOOK POST ENGAGEMENT BENCHMARKS
JAN
2023
DATAREPORTAL

228
21 NEYMAR JR. 90,000,000
22 SELENA GOMEZ 88,100,000
23 NETFLIX 86,100,000
24 PEOPLE’S DAILY, CHINA 84,000,000
25 MCDONALD’S 82,000,000
26 UEFA CHAMPIONS LEAGUE 81,300,000
27 LALIGA 81,300,000
28 MANCHESTER UNITED 79,400,000
29 META 79,000,000
30 TAYLOR SWIFT 77,000,000
11 FC BARCELONA 110,400,000
12 COCA-COLA 109,000,000
13 TASTY 106,300,000
14 VIN DIESEL 106,000,000
15 YOUTUBE 105,800,000
16 CHINA DAILY 105,000,000
17 RIHANNA 102,000,000
18 EMINEM 95,000,000
19 XINHUA NEWS AGENCY 94,500,000
20 JUSTIN BIEBER 91,000,000
01 FACEBOOK APP 182,400,000
02 SAMSUNG 162,000,000
03 CRISTIANO RONALDO 159,000,000
04 MR. BEAN 134,000,000
05 5-MINUTE CRAFTS 125,300,000
06 CGTN 119,000,000
07 SHAKIRA 119,000,000
08 REAL MADRID C.F. 115,600,000
09 WILL SMITH 113,000,000
10 LIONEL MESSI 113,000,000
# FACEBOOK PAGE FOLLOWERS # FACEBOOK PAGE FOLLOWERS # FACEBOOK PAGE FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON RANKINGS PUBLISHED BY SOCIALBLADE AND FOLLOWER DATA PUBLISHED ON FACEBOOK.COM. NOTES: VALUES HAVE BEEN ROUNDED TO THE NEAREST 100,000.
FACEBOOK ALSO ROUNDS VALUES FOR SOME PAGES TO THE NEAREST MILLION. WHERE PAGES HAVE AN EQUAL NUMBERS OF FOLLOWERS, RANK ORDER IS BASED ON THE TOTAL NUMBER OF PAGE LIKES.
COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
FACEBOOK PAGES WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED FACEBOOK PAGES
JAN
2023

230
2.07 36.8% 45.6% 54.4%
BILLION
2.51 31.4% 48.7% -1.9%
BILLION -48 MILLION
POTENTIAL REACH OF
ADS ON YOUTUBE
YOUTUBE AD REACH
YOUTUBE AD REACH vs.
TOTAL INTERNET USERS
REPORTED YOUTUBE AD REACH
YOUTUBE’S ADVERTISING
REACH: USERS AGED 18+
YOUTUBE’S AD REACH AGE 18+
vs. TOTAL POPULATION AGE 18+
FEMALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
MALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. GOOGLE’S RESOURCES ONLY PUBLISH GENDER AND AGE DATA FOR USERS
AGED 18 AND ABOVE, AND ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. FIGURE FOR POTENTIAL REACH AGE 18+ USES A DIFFERENT AUDIENCE TOTAL TO THE ONE USED FOR REACH OF TOTAL
POPULATION. COMPARABILITY: SIGNIFICANT BASE REVISIONS, INCLUDING LOSS OF AUDIENCE DATA FOR RUSSIA. DATA ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE
YOUTUBE: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

231
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
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES 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. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THE TOTAL AUDIENCE
FIGURE, SO WILL NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY
RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
YOUTUBE: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

232
98.7%
92.7%
92.1%
91.9%
91.6%
91.3%
91.3%
91.2%
90.8%
90.2%
90.2%
90.1%
89.9%
88.8%
88.8%
88.6%
88.5%
87.7%
87.5%
87.2%
86.8%
86.0%
85.4%
83.5%
79.8%
78.4%
78.2%
77.7%
76.1%
75.4%
74.0%
73.0%
72.6%
71.2%
71.0%
70.7%
68.9%
68.5%
64.3%
63.3%
61.6%
56.1%
55.1%
50.7%
36.8%
36.3%
25.6%
25.3%
U.A.E.
NETHERLANDS
NORWAY
U.K.
SOUTH
KOREA
ISRAEL
HONG
KONG
SAUDI
ARABIA
CANADA
SWEDEN
DENMARK
SPAIN
GERMANY
NEW
ZEALAND
FRANCE
IRELAND
SWITZERLAND
BELGIUM
TAIWAN
AUSTRALIA
AUSTRIA
SINGAPORE
CHILE
CZECHIA
MALAYSIA
U.S.A.
ITALY
ARGENTINA
GREECE
PORTUGAL
TURKEY
BRAZIL
ROMANIA
MEXICO
POLAND
JAPAN
VIETNAM
MOROCCO
COLOMBIA
THAILAND
PHILIPPINES
SOUTH
AFRICA
INDONESIA
EGYPT
WORLDWIDE
INDIA
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 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, USER AGE MISSTATEMENTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE
GLOBAL OVERVIEW
YOUTUBE’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
YOUTUBE ADVERTISING: REACH RATE AGE 18+
JAN
2023
DATAREPORTAL

233
11 PHILIPPINES 57,700,000 61.6%
12 UNITED KINGDOM 57,100,000 91.9%
13 FRANCE 52,100,000 88.8%
14 SOUTH KOREA 46,000,000 91.6%
15 EGYPT 45,900,000 50.7%
16= ITALY 43,900,000 78.2%
16= THAILAND 43,900,000 63.3%
18 SPAIN 40,700,000 90.1%
19 BANGLADESH 34,400,000 23.2%
20 CANADA 33,100,000 90.8%
01 INDIA 467,000,000 36.3%
03 BRAZIL 142,000,000 73.0%
04 INDONESIA 139,000,000 55.1%
05 MEXICO 81,800,000 71.2%
06 JAPAN 78,400,000 70.7%
07 PAKISTAN 71,700,000 39.1%
08 GERMANY 70,900,000 89.9%
09 VIETNAM 63,000,000 68.9%
10 TURKEY 57,900,000 74.0%
# LOCATION
TOTAL
REACH
REACH 18+
vs. POP. 18+
# LOCATION
TOTAL
REACH
REACH 18+
vs. POP. 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. “TOTAL REACH” FIGURE INCLUDES USERS OF ALL AGES; “REACH 18+ vs. POP. 18+” ONLY INCLUDES USERS AGED 18+. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE ACTIVE USER BASE. VALUES vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING
JAN
2023

234
11 ISRAEL 91.3% 7,060,000
12 HONG KONG 91.3% 6,730,000
13 SAUDI ARABIA 91.2% 29,100,000
14 CANADA 90.8% 33,100,000
15 SWEDEN 90.2% 8,700,000
16 DENMARK 90.2% 4,940,000
17 SPAIN 90.1% 40,700,000
18 GERMANY 89.9% 70,900,000
19 NEW ZEALAND 88.8% 4,240,000
20 FRANCE 88.8% 52,100,000
01 LEBANON 111.5%* 4,910,000
02 BAHRAIN 109.8%* 1,460,000
03 OMAN 108.0%* 4,170,000
04 QATAR 102.7%* 2,620,000
06 NETHERLANDS 92.7% 15,500,000
07 NORWAY 92.1% 4,620,000
08 UNITED KINGDOM 91.9% 57,100,000
09 SOUTH KOREA 91.6% 46,000,000
10 KUWAIT 91.6% 3,590,000
# LOCATION
REACH 18+
vs. POP. 18+
TOTAL
REACH
# LOCATION
REACH 18+
vs. POP. 18+
TOTAL
REACH
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. “TOTAL REACH” FIGURE INCLUDES USERS OF ALL AGES; “REACH 18+ vs. POP. 18+” ONLY INCLUDES USERS AGED 18+. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE ACTIVE USER BASE. (*) VALUES vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE YOUTUBE ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
YOUTUBE AD REACH RATE RANKING
JAN
2023

235
40.0
29.2
26.8 26.3
23.1 22.0 21.3 21.0 20.9
18.5 17.7 17.1
15.5
13.9
11.7 10.8
SOUTH
KOREA
INDIA
INDONESIA
RUSSIA
WORLDWIDE
BRAZIL
U.S.A.
MEXICO
SINGAPORE
TURKEY
CANADA
AUSTRALIA
U.K.
ARGENTINA
FRANCE
GERMANY
OF HOURS SPENT PER USER, PER MONTH USING THE YOUTUBE MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH YOUTUBE USER SPENDS USING THE YOUTUBE APP ON ANDROID PHONES
YOUTUBE: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

236
1 SONG 100
2 MOVIE 55
3 VIDEO 38
4 SONGS 37
5 DJ 22
6 FILM 17
7 STATUS 17
8 MUSIC 16
9 CARTOON 15
10 CARTOON CARTOON 15
11 NEW SONG 14
12 GANA 14
13 TIKTOK 13
14 MOVIES 13
15 HINDI MOVIE 13
16 KARAOKE 13
17 NEWS 13
18 COMEDY 9
19 MINECRAFT 9
20 ASMR 8
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. 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 2022 AND 31 DECEMBER 2022
TOP YOUTUBE SEARCHES
JAN
2023

237
11 BLACKPINK 83,700,000 28,563,300,000
12 GOLDMINES 80,600,000 21,029,900,000
13 5-MINUTE CRAFTS 78,400,000 24,908,600,000
14 SONY SAB 75,900,000 90,450,100,000
15 BANGTANTV 73,000,000 19,106,700,000
16 JUSTIN BIEBER 70,800,000 29,517,900,000
17 HYBE LABELS 69,500,000 25,788,000,000
18 CANAL KONDZILLA 66,300,000 37,135,100,000
19 ZEE TV 65,200,000 30,925,900,000
20 PINKFONG BABY SHARK 64,100,000 35,625,600,000
01 T-SERIES 233,000,000 211,647,300,000
02 COCOMELON - NURSERY RHYMES 151,000,000 147,963,100,000
03 SET INDIA 149,000,000 136,916,900,000
04 MRBEAST 126,000,000 21,042,100,000
05 PEWDIEPIE 111,000,000 28,835,300,000
06 ✿ KIDS DIANA SHOW 106,000,000 86,237,300,000
07 LIKE NASTYA 103,000,000 86,791,500,000
08 WWE 92,600,000 73,311,300,000
09 VLAD AND NIKI 92,200,000 72,128,000,000
10 ZEE MUSIC COMPANY 91,200,000 53,011,500,000
# CHANNEL NAME SUBSCRIBERS CHANNEL VIEWS # CHANNEL NAME SUBSCRIBERS CHANNEL VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: SUBSCRIBER NUMBERS ROUNDED AT SOURCE. VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000.
COMPARABILITY: SUBSCRIBER AND VIEW COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
YOUTUBE CHANNELS WITH THE GREATEST NUMBER OF SUBSCRIBERS
MOST POPULAR YOUTUBE CHANNELS
JAN
2023

238
01 PINK FONG – “BABY SHARK DANCE” 12,055,900,000 18 JUN 2016 38,000,000
02 LUIS FONSI FEATURING DADDY YANKEE – “DESPACITO” 8,055,700,000 13 JAN 2017 50,000,000
03 LOOLOO KIDS – “JOHNY JOHNY YES PAPA” 6,576,900,000 08 OCT 2016 18,000,000
04 COCOMELON - NURSERY RHYMES – “BATH SONG” 5,918,300,000 02 MAY 2018 15,000,000
05 ED SHEERAN – “SHAPE OF YOU” 5,882,100,000 30 JAN 2017 30,000,000
06 WIZ KHALIFA FEATURING CHARLIE PUTH – “SEE YOU AGAIN “ 5,745,300,000 07 APR 2015 39,000,000
07 CHUCHU TV NURSERY RHYMES & KIDS SONGS – “PHONICS SONG WITH TWO WORDS” 5,093,400,000 07 MAR 2014 [HIDDEN]
08 COCOMELON - NURSERY RHYMES – “WHEELS ON THE BUS” 4,800,900,000 24 MAY 2018 14,000,000
09 MARK RONSON FEATURING BRUNO MARS – “UPTOWN FUNK” 4,794,200,000 19 NOV 2014 19,000,000
10 МИРОШКА ТВ – “LEARNING COLORS - COLORFUL EGGS ON A FARM” 4,774,900,000 27 FEB 2018 13,000,000
# YOUTUBE CHANNEL – “VIDEO TITLE” VIEWS UPLOADED LIKES
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: VIEWS HAVE BEEN ROUNDED TO THE NEAREST 100,000. LIKES ARE ROUNDED AT SOURCE. COMPARABILITY: VIEW AND LIKE
COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
YOUTUBE VIDEOS WITH THE GREATEST NUMBER OF ALL-TIME VIEWS
MOST VIEWED YOUTUBE VIDEOS
JAN
2023

240
25.6% 21.1% 48.2% 51.8%
1.32 16.5% -4.9% -10.8%
BILLION -68 MILLION -160 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
FEMALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
MALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
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
JAN
2023

241
1,221
1,287
1,386 1,393
1,478 1,452 1,440
1,386
1,318
+5.4% +7.7% +0.5% +6.1% -1.8% -0.8% -3.8% -4.9%
2021 2021 2021 2021 2022 2022 2022 2022 2023
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
INSTAGRAM ADVERTISING REACH
JAN
2023
DATAREPORTAL

242
3.7%
13.9% 13.9%
8.1%
4.7%
2.6%
1.5%
4.3%
16.9% 16.4%
7.6%
3.7%
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
JAN
2023
DATAREPORTAL

243
71.1%
66.3%
63.9%
63.6%
63.5%
60.3%
58.7%
58.1%
56.9%
54.7%
52.5%
52.0%
51.1%
50.7%
50.1%
50.1%
50.0%
49.9%
49.6%
49.2%
49.2%
47.5%
47.4%
45.9%
45.9%
44.2%
43.8%
43.0%
41.8%
41.2%
41.1%
41.0%
37.5%
37.0%
37.0%
36.2%
30.0%
28.8%
28.3%
27.8%
21.1%
20.6%
20.4%
19.3%
13.0%
12.5%
7.4%
6.0%
5.2%
0.2%
TURKEY
CHILE
ARGENTINA
BRAZIL
SWEDEN
U.A.E.
NORWAY
PORTUGAL
ISRAEL
IRELAND
AUSTRALIA
SPAIN
DENMARK
MALAYSIA
SINGAPORE
NETHERLANDS
U.K.
U.S.A.
ITALY
HONG
KONG
NEW
ZEALAND
CANADA
TAIWAN
SWITZERLAND
BELGIUM
GREECE
SAUDI
ARABIA
FRANCE
COLOMBIA
INDONESIA
SOUTH
KOREA
JAPAN
GERMANY
AUSTRIA
CZECHIA
MEXICO
MOROCCO
POLAND
ROMANIA
THAILAND
WORLDWIDE
INDIA
PHILIPPINES
EGYPT
VIETNAM
SOUTH
AFRICA
GHANA
KENYA
NIGERIA
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS.
GLOBAL OVERVIEW
POTENTIAL REACH OF INSTAGRAM ADS COMPARED WITH POPULATION AGED 13+
INSTAGRAM ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

244
11 FRANCE 23,750,000 43.0%
12 ARGENTINA 23,400,000 63.9%
13 SPAIN 21,900,000 52.0%
14 SOUTH KOREA 19,250,000 41.1%
15 COLOMBIA 17,750,000 41.8%
16 PHILIPPINES 17,550,000 20.4%
17 THAILAND 17,350,000 27.8%
18 CANADA 15,900,000 47.5%
19 EGYPT 15,350,000 19.3%
20 IRAQ 14,000,000 46.5%
01 INDIA 229,550,000 20.6%
03 BRAZIL 113,500,000 63.6%
04 INDONESIA 89,150,000 41.2%
05 TURKEY 48,650,000 71.1%
06 JAPAN 45,700,000 41.0%
07 MEXICO 36,700,000 36.2%
08 UNITED KINGDOM 28,750,000 50.0%
09 GERMANY 27,450,000 37.5%
10 ITALY 26,200,000 49.6%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING
JAN
2023

245
11 ARGENTINA 63.9% 23,400,000
12 BRAZIL 63.6% 113,500,000
13 SWEDEN 63.5% 5,700,000
14 ICELAND 63.1% 199,050
15 GUAM 61.6% 82,250
16 BARBADOS 61.3% 148,300
18 NORWAY 58.7% 2,750,000
19 PORTUGAL 58.1% 5,300,000
20 KUWAIT 58.0% 2,050,000
01 BRUNEI 74.1% 270,550
02 KAZAKHSTAN 72.5% 10,450,000
03 BAHRAIN 72.0% 879,750
04 TURKEY 71.1% 48,650,000
05 CYPRUS 66.8% 722,900
06 CHILE 66.3% 10,950,000
07 MONTENEGRO 66.2% 350,850
09 URUGUAY 64.5% 1,850,000
10 PANAMA 64.1% 2,200,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
INSTAGRAM ELIGIBLE AD REACH RATE RANKING
JAN
2023

246
21.4
17.6
15.9 15.4 14.9
12.0
9.6 9.5 9.5
8.6 8.6 8.5
7.7 7.7
6.9
6.1
TURKEY
ARGENTINA
BRAZIL
INDONESIA
INDIA
WORLDWIDE
RUSSIA
CANADA
SINGAPORE
AUSTRALIA
FRANCE
GERMANY
U.K.
U.S.A.
MEXICO
SOUTH
KOREA
OF HOURS SPENT PER USER, PER MONTH USING THE INSTAGRAM MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH INSTAGRAM USER SPENDS USING THE INSTAGRAM APP ON ANDROID PHONES
INSTAGRAM: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

247
959.7 72.8% 15.3% 50.2% 49.8%
MILLION
POTENTIAL AUDIENCE
THAT META REPORTS
CAN BE REACHED WITH
INSTAGRAM STORIES ADS
INSTAGRAM STORIES AD
REACH AS A PERCENTAGE
OF INSTAGRAM’S TOTAL
ADVERTISING REACH
INSTAGRAM STORIES
ADVERTISING REACH AS
A PERCENTAGE OF TOTAL
POPULATION AGED 13+
PERCENTAGE OF THE
INSTAGRAM STORIES
AD AUDIENCE THAT
PERCENTAGE OF THE
INSTAGRAM STORIES
AD AUDIENCE THAT
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH INSTAGRAM STORIES ADS
INSTAGRAM STORIES AUDIENCE OVERVIEW
JAN
2023

248
4.2%
15.6% 15.2%
7.8%
4.2%
2.2%
1.1%
4.7%
18.1%
16.1%
6.2%
2.8%
1.1% 0.7%
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
DEMOGRAPHIC PROFILE OF THE AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN THE INSTAGRAM STORIES ENVIRONMENT
INSTAGRAM STORIES: AD AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

249
726.8 55.1% 11.6% 45.3% 54.7%
MILLION
POTENTIAL AUDIENCE
THAT META REPORTS CAN
BE REACHED WITH ADS
IN INSTAGRAM REELS
INSTAGRAM REELS AD
REACH AS A PERCENTAGE
OF INSTAGRAM’S TOTAL
ADVERTISING REACH
INSTAGRAM REELS
ADVERTISING REACH AS
A PERCENTAGE OF TOTAL
POPULATION AGED 13+
PERCENTAGE OF THE
INSTAGRAM REELS
AD AUDIENCE THAT
PERCENTAGE OF THE
INSTAGRAM REELS
AD AUDIENCE THAT
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH AD PLACEMENTS IN INSTAGRAM REELS
INSTAGRAM REELS AUDIENCE OVERVIEW
JAN
2023

250
3.8%
13.4% 13.9%
7.4%
4.2%
2.2%
1.2%
4.6%
18.1% 17.7%
7.6%
3.5%
1.5% 0.9%
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
DEMOGRAPHIC PROFILE OF THE AUDIENCE THAT MARKETERS CAN REACH USING AD PLACEMENTS WITHIN THE INSTAGRAM REELS ENVIRONMENT
INSTAGRAM REELS: AD AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

251
+0.79% 1.77 45.3% 35.9% 18.9%
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 SEPTEMBER 2022 AND 30 NOVEMBER 2022. 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
JAN
2023

252
0.65% 0.59% 0.66% 0.76%
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 SEPTEMBER 2022 AND 30 NOVEMBER 2022. 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
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS
JAN
2023

253
0.93% 0.76% 0.58%
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 SEPTEMBER 2022 AND 30 NOVEMBER 2022. 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
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT RATES COMPARISON
JAN
2023

254
11 JUSTIN BIEBER @JUSTINBIEBER 272,400,000
12 KENDALL JENNER @KENDALLJENNER 269,300,000
13 NIKE @NIKE 261,200,000
14 NATIONAL GEOGRAPHIC @NATGEO 254,500,000
15 TAYLOR SWIFT @TAYLORSWIFT 239,400,000
16 JENNIFER LOPEZ @JLO 230,700,000
17 VIRAT KOHLI @VIRAT.KOHLI 230,500,000
18 KOURTNEY KARDASHIAN @KOURTNEYKARDASH 208,500,000
19 NICKI MINAJ @NICKIMINAJ 207,700,000
20 NEYMAR @NEYMARJR 200,800,000
01 INSTAGRAM @INSTAGRAM 587,200,000
02 CRISTIANO RONALDO @CRISTIANO 529,400,000
03 LIONEL MESSI @LEOMESSI 415,200,000
04 KYLIE JENNER @KYLIEJENNER 377,600,000
05 SELENA GOMEZ @SELENAGOMEZ 367,900,000
06 DWAYNE JOHNSON @THEROCK 356,900,000
07 ARIANA GRANDE @ARIANAGRANDE 348,100,000
08 KIM KARDASHIAN @KIMKARDASHIAN 339,600,000
09 BEYONCÉ @BEYONCE 289,700,000
10 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 287,600,000
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR INSTAGRAM ACCOUNTS
JAN
2023

255
21 #BEAUTY 509,700,000
22 #FITNESS 502,600,000
23 #LIKE4LIKE 502,400,000
24 #FOOD 492,000,000
25 #INSTALIKE 475,100,000
26 #PHOTO 466,700,000
27 #SELFIE 451,300,000
28 #ME 450,100,000
29 #FRIENDS 432,500,000
30 #FUN 427,300,000
11 #HAPPY 683,500,000
12 #FOLLOW 673,000,000
13 #TRAVEL 662,100,000
14 #CUTE 654,600,000
15 #STYLE 617,800,000
16 #INSTADAILY 603,500,000
17 #TBT 580,300,000
18 #FOLLOWME 555,100,000
19 #REPOST 550,800,000
20 #SUMMER 536,000,000
01 #LOVE 2,147,500,000
02 #INSTAGOOD 1,586,000,000
03 #FASHION 1,073,000,000
04 #PHOTOOFTHEDAY 1,010,400,000
05 #INSTAGRAM 972,100,000
06 #ART 964,400,000
07 #PHOTOGRAPHY 958,400,000
08 #BEAUTIFUL 803,100,000
09 #NATURE 748,100,000
10 #PICOFTHEDAY 703,200,000
# HASHTAG POSTS # HASHTAG POSTS # HASHTAG POSTS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTES: POST COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. INSTAGRAM NO LONGER PUBLISHES POST COUNTS FOR
SOME POPULAR HASHTAGS, SO THESE TAGS ARE NOT INCLUDED IN THIS RANKING. COMPARABILITY: POST COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
HASHTAGS THAT HAVE BEEN USED IN THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL TIME)
MOST USED INSTAGRAM HASHTAGS
JAN
2023

257
20.4% 18.7% 54.1% 45.9%
1.05 13.1% +11.2% +18.8%
BILLION +106 MILLION +166 MILLION
90
TIKTOK AD REACH AGE 18+
vs. POPULATION AGE 18+
FEMALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
MALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
POTENTIAL REACH OF ADS
ON TIKTOK (AGE 18+ ONLY)
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; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

258
21.5%
17.3%
8.2%
4.2%
2.8%
17.4%
15.1%
7.4%
3.7%
2.3%
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; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
TIKTOK: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

259
105.2%
103.3%
77.7%
73.4%
69.1%
68.9%
63.6%
62.8%
58.2%
56.8%
55.1%
52.1%
50.4%
49.0%
48.2%
47.9%
46.8%
46.5%
42.7%
42.1%
40.9%
40.8%
40.6%
40.3%
39.6%
37.8%
37.7%
37.6%
36.7%
35.9%
35.0%
34.3%
34.3%
34.2%
29.9%
29.7%
29.6%
28.9%
28.6%
28.4%
26.3%
23.0%
19.5%
18.7%
12.7%
U.A.E.
SAUDI
ARABIA
MALAYSIA
CHILE
THAILAND
VIETNAM
MEXICO
ISRAEL
PHILIPPINES
INDONESIA
IRELAND
COLOMBIA
BRAZIL
ARGENTINA
TURKEY
RUSSIA
ROMANIA
SINGAPORE
U.S.A.
SPAIN
FRANCE
NEW
ZEALAND
SWEDEN
AUSTRALIA
NETHERLANDS
NORWAY
BELGIUM
PORTUGAL
U.K.
MOROCCO
GREECE
ITALY
EGYPT
CANADA
POLAND
GERMANY
SOUTH
AFRICA
AUSTRIA
SWITZERLAND
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 FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS
IN THE SOURCE DATA. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, 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
TIKTOK’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
TIKTOK ADVERTISING: REACH RATE AGE 18+
JAN
2023
DATAREPORTAL

260
11 IRAQ 23,879,500 94.5%
12 EGYPT 23,729,500 34.3%
13 FRANCE 20,954,000 40.9%
14 JAPAN 20,696,000 19.5%
15 GERMANY 20,648,000 29.7%
16 COLOMBIA 20,114,000 52.1%
17 UNITED KINGDOM 19,658,500 36.7%
18 MALAYSIA 19,302,500 77.7%
19 ITALY 17,153,000 34.3%
20 PERU 16,868,500 71.6%
02 INDONESIA 109,903,000 56.8%
03 BRAZIL 82,207,000 50.4%
04 MEXICO 57,516,000 63.6%
05 RUSSIAN FEDERATION 54,864,000 47.9%
06 VIETNAM 49,862,500 68.9%
07 PHILIPPINES 43,428,500 58.2%
08 THAILAND 40,277,500 69.1%
09 TURKEY 29,862,500 48.2%
10 SAUDI ARABIA 26,391,500 103.3%*
# LOCATION
REACH
AGE 18+
REACH 18+
vs. POP. 18+
# LOCATION
REACH
AGE 18+
REACH 18+
vs. POP. 18+
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: 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. 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, USER AGE MISSTATEMENTS, 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 TIKTOK ADVERTISING AUDIENCES AGED 18+
TIKTOK AD REACH RANKING
JAN
2023

261
11 CHILE 73.4% 11,251,500
12 PERU 71.6% 16,868,500
13 THAILAND 69.1% 40,277,500
14 VIETNAM 68.9% 49,862,500
15 CAMBODIA 63.7% 7,061,500
16 MEXICO 63.6% 57,516,000
17 JORDAN 62.9% 4,427,500
18 ISRAEL 62.8% 3,847,000
19 PHILIPPINES 58.2% 43,428,500
20 INDONESIA 56.8% 109,903,000
02 SAUDI ARABIA 103.3%* 26,391,500
03 KUWAIT 98.8% 3,215,000
04 QATAR 96.5% 2,140,500
05 IRAQ 94.5% 23,879,500
06 KAZAKHSTAN 81.3% 10,410,500
07 BAHRAIN 78.7% 889,500
08 MALAYSIA 77.7% 19,302,500
09 ECUADOR 77.0% 9,653,500
10 LEBANON 76.3% 2,776,000
# 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. NOTES: 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. 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, USER AGE MISSTATEMENTS, 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 TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
TIKTOK AD REACH RATE RANKING
JAN
2023

262
29.6 29.0 28.7
27.6 27.3 26.8 25.9
23.7 23.5
21.4 20.9 20.3 20.1 19.9
AUSTRALIA
INDONESIA
RUSSIA
MEXICO
U.K.
U.S.A.
CANADA
GERMANY
WORLDWIDE
FRANCE
TURKEY
SINGAPORE
ARGENTINA
SOUTH
KOREA
OF HOURS SPENT PER USER, PER MONTH USING THE TIKTOK MOBILE APP ON ANDROID PHONES THROUGHOUT 2022.. COMPARABILITY: DOES NOT INCLUDE DATA FOR DOUYIN. WORLDWIDE FIGURE DOES
NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH TIKTOK USER SPENDS USING THE TIKTOK APP ON ANDROID PHONES
TIKTOK: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

263
11 THE ROCK @THEROCK 65,000,000
12 DOMINIK LIPA @DOMELIPA 62,500,000
13 DIXIE D’AMELIO @DIXIEDAMELIO 57,500,000
14 JASON DERULO @JASONDERULO 56,900,000
15 BTS @BTS_OFFICIAL_BIGHIT 56,200,000
16 SPENCER POLANCO KNIGHT @SPENCERX 55,400,000
17 LOREN GRAY @LORENGRAY 54,400,000
18 MICHAEL LE @JUSTMAIKO 52,200,000
19 WON JEONG @OX_ZUNG 51,500,000
20 KYLIE JENNER @KYLIEJENNER 51,400,000
01 KHABANE LAME @KHABY.LAME 153,900,000
02 CHARLI D’AMELIO @CHARLIDAMELIO 149,400,000
03 BELLA POARCH @BELLAPOARCH 92,700,000
04 ADDISON RAE @ADDISONRE 88,900,000
05 WILL SMITH @WILLSMITH 73,000,000
06 ZACH KING @ZACHKING 72,400,000
07 KIMBERLY LOAIZA @KIMBERLY.LOAIZA 71,400,000
08 MRBEAST @MRBEAST 68,500,000
09 TIKTOK @TIKTOK 66,900,000
10 BURAK ÖZDEMIR @CZNBURAK 66,800,000
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
TIKTOK ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TIKTOK ACCOUNTS
JAN
2023

264
21 #DANCE 519,800,000,000
22 #BTS 497,800,000,000
23 #LEARNONTIKTOK 476,400,000,000
24 #FOOD 439,100,000,000
25 #MEMES 416,600,000,000
26 #GREENSCREENVIDEO 405,200,000,000
27 #VIDEO 394,000,000,000
28 #ART 378,300,000,000
29 #GAMING 371,700,000,000
30 #MINECRAFT 367,700,000,000
11 #HUMOR 1,527,600,000,000
12 #GREENSCREEN 1,248,200,000,000
13 #ANIME 1,131,600,000,000
14 #LOVE 1,014,600,000,000
15 #STITCH 947,000,000,000
16 #MEME 756,800,000,000
17 #POV 710,000,000,000
18 #FOOTBALL 709,600,000,000
19 #EXPLORE 599,300,000,000
20 #LIKE 533,700,000,000
01 #FYP 34,989,700,000,000
02 #FORYOU 21,110,700,000,000
03 #FORYOUPAGE 13,307,800,000,000
04 #VIRAL 12,937,400,000,000
05 #TIKTOK 4,276,800,000,000
06 #TRENDING 3,059,800,000,000
07 #DUET 3,011,200,000,000
08 #FUNNY 2,613,300,000,000
09 #COMEDY 1,893,300,000,000
10 #TREND 1,632,100,000,000
# HASHTAG POST VIEWS # HASHTAG POST VIEWS # HASHTAG POST VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTES: POST VIEW COUNTS REPRESENT THE NUMBER OF VIEWS ON POSTS THAT INCLUDE THE RELEVANT HASHTAG. POSTS MAY INCLUDE
MULTIPLE HASHTAGS, SO THE SAME VIEW MAY REGISTER IN THE VIEW COUNTS FOR MULTIPLE HASHTAGS AT THE SAME TIME. POST VIEW COUNTS ROUNDED AT SOURCE. COMPARABILITY: POST COUNTS ARE
LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
HASHTAGS THAT HAVE ATTRACTED THE GREATEST NUMBER OF VIEWS ON TIKTOK (ALL TIME)
TOP TIKTOK HASHTAGS
JAN
2023

266
18.0% 14.9% 44.8% 55.2%
931.0 11.6% -4.6% -5.8%
MILLION -45 MILLION -57 MILLION
90
MESSENGER AD REACH
MESSENGER AD REACH
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
IN REPORTED MESSENGER AD REACH
REPORTED MESSENGER AD REACH
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

267
1,053
1,014
1,070 1,089
987.7 999.8 1,000.3 975.9
931.0
-3.7% +5.6% +1.8% -9.3% +1.2% +0.04% -2.4% -4.6%
2021 2021 2021 2021 2022 2022 2022 2022 2023
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK MESSENGER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
MESSENGER ADVERTISING REACH
JAN
2023
DATAREPORTAL

268
2.0%
9.3%
13.2%
8.8%
5.6%
3.4%
2.0%
2.6%
12.8%
19.0%
10.7%
5.6%
2.9%
1.8%
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
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, LEADING TO DISTORTIONS IN THE SOURCE DATA. COMPARABILITY:
GLOBAL OVERVIEW
SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

269
66.3%
61.5%
60.9%
60.6%
60.5%
59.9%
57.0%
56.2%
55.7%
50.9%
50.5%
50.3%
49.3%
48.2%
47.5%
46.3%
45.2%
44.2%
44.0%
43.7%
41.6%
41.4%
40.8%
38.4%
36.2%
34.8%
33.2%
30.5%
30.5%
26.7%
26.6%
25.6%
24.3%
23.0%
21.5%
19.3%
14.9%
12.6%
11.4%
10.5%
8.3%
5.1%
5.0%
3.9%
2.6%
0.3%
0.3%
0.2%
0.2%
0.03%
VIETNAM
U.A.E.
NORWAY
NEW
ZEALAND
PHILIPPINES
DENMARK
MEXICO
THAILAND
SWEDEN
BELGIUM
PORTUGAL
TAIWAN
CHILE
COLOMBIA
GREECE
U.K.
CZECHIA
ROMANIA
IRELAND
POLAND
ISRAEL
EGYPT
MALAYSIA
ARGENTINA
SINGAPORE
BRAZIL
ITALY
HONG
KONG
NETHERLANDS
SAUDI
ARABIA
MOROCCO
SWITZERLAND
AUSTRIA
TURKEY
SPAIN
GERMANY
WORLDWIDE
INDONESIA
SOUTH
AFRICA
INDIA
SOUTH
KOREA
JAPAN
KENYA
GHANA
NIGERIA
AUSTRALIA*
CANADA*
FRANCE*
U.S.A.*
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 MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK MESSENGER ADS COMPARED WITH POPULATION AGED 13+
MESSENGER ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

270
11 BANGLADESH 20,350,000 15.2%
12 ITALY 17,550,000 33.2%
13 POLAND 15,800,000 43.7%
14 TURKEY 15,750,000 23.0%
15 IRAQ 15,100,000 50.1%
16 GERMANY 14,150,000 19.3%
17 ARGENTINA 14,050,000 38.4%
18 ALGERIA 13,600,000 41.2%
19 PERU 13,250,000 49.9%
20 PAKISTAN 11,650,000 7.2%
01 INDIA 117,550,000 10.5%
02 BRAZIL 62,050,000 34.8%
03 MEXICO 57,750,000 57.0%
04 VIETNAM 52,650,000 66.3%
05 PHILIPPINES 52,000,000 60.5%
06 THAILAND 35,050,000 56.2%
07 EGYPT 32,950,000 41.4%
08 INDONESIA 27,300,000 12.6%
09 UNITED KINGDOM 26,650,000 46.3%
10 COLOMBIA 20,450,000 48.2%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
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 CURRENTLY UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT REACH VALUES FOR THOSE COUNTRIES AND THEIR RESPECTIVE RANKING. VALUES USE MIDPOINT 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,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
MESSENGER AD REACH RANKING
JAN
2023

271
11 PALESTINE 62.8% 2,200,000
12 CYPRUS 61.9% 669,650
14 NORWAY 60.9% 2,850,000
15 NEW ZEALAND 60.6% 2,650,000
16 PHILIPPINES 60.5% 52,000,000
17 ARUBA 60.5% 55,700
18 QATAR 60.1% 1,400,000
19 DENMARK 59.9% 3,050,000
20 FIJI 59.6% 418,900
01 MONGOLIA 79.8% 1,950,000
02 LIBYA 75.0% 3,900,000
03 FAROE ISLANDS 74.8% 32,650
04 GREENLAND 73.6% 34,100
05 GEORGIA 72.3% 2,200,000
06 ICELAND 70.8% 223,100
07 VIETNAM 66.3% 52,650,000
08 TONGA 66.2% 49,950
09 MALTA 65.4% 309,400
10 LITHUANIA 63.4% 1,500,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
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 CURRENTLY UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT REACH VALUES FOR THOSE COUNTRIES AND THEIR RESPECTIVE RANKING. VALUES USE MIDPOINT 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,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK MESSENGER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
MESSENGER ELIGIBLE AD REACH RATE RANKING
JAN
2023

273
17.5% 16.0% 43.7% 56.3%
900.2 11.2% +5.0% +11.4%
MILLION +43 MILLION +92 MILLION
90
LINKEDIN AD REACH
LINKEDIN AD REACH
FEMALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
MALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
OF ADS ON LINKEDIN
LINKEDIN AD REACH
IN REPORTED LINKEDIN AD REACH
REPORTED LINKEDIN AD REACH
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. GENDER
DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES
FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

274
727.7 745.6 768.2 790.4 808.4 828.1 849.6 857.1
900.2
+2.5% +3.0% +2.9% +2.3% +2.4% +2.6% +0.9% +5.0%
2021 2021 2021 2021 2022 2022 2022 2022 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. COMPARABILITY:
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON LINKEDIN (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
LINKEDIN ADVERTISING REACH
JAN
2023
DATAREPORTAL

275
9.7%
25.7%
6.4%
1.0%
12.0%
34.3%
9.0%
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: REACH FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY:
GLOBAL OVERVIEW
SHARE OF LINKEDIN’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
LINKEDIN: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

276
84.3%
75.4%
72.0%
70.0%
69.9%
67.9%
66.9%
65.4%
65.3%
61.8%
56.2%
55.1%
54.2%
50.7%
50.3%
50.0%
45.0%
43.5%
43.0%
37.6%
36.2%
34.0%
33.3%
31.1%
28.6%
28.2%
27.5%
27.0%
25.9%
24.4%
22.2%
21.6%
21.0%
21.0%
17.4%
16.2%
16.0%
15.9%
14.8%
11.9%
11.6%
11.4%
10.9%
10.0%
7.9%
7.2%
7.0%
6.7%
5.3%
3.2%
U.A.E.
U.S.A.
SINGAPORE
IRELAND
NETHERLANDS
AUSTRALIA
CANADA
U.K.
DENMARK
NEW
ZEALAND
SWEDEN
NORWAY
SWITZERLAND
FRANCE
BELGIUM
PORTUGAL
CHILE
HONG
KONG
SPAIN
ISRAEL
BRAZIL
ITALY
ARGENTINA
COLOMBIA
SAUDI
ARABIA
MALAYSIA
SOUTH
AFRICA
AUSTRIA
CZECHIA
GREECE
ROMANIA
GERMANY
MEXICO
TURKEY
PHILIPPINES
POLAND
WORLDWIDE
MOROCCO
TAIWAN
INDONESIA
KENYA
EGYPT
GHANA
INDIA
SOUTH
KOREA
VIETNAM
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 FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO
DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, 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 LINKEDIN ADS COMPARED WITH POPULATION AGED 18+
LINKEDIN ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

277
10= SPAIN 17,000,000 43.0%
12 GERMANY 15,000,000 21.6%
13 AUSTRALIA 14,000,000 67.9%
14= PHILIPPINES 13,000,000 17.4%
14= TURKEY 13,000,000 21.0%
16 COLOMBIA 12,000,000 31.1%
17= ARGENTINA 11,000,000 33.3%
17= SOUTH AFRICA 11,000,000 27.5%
19 NETHERLANDS 10,000,000 69.9%
20 PAKISTAN 9,300,000 6.8%
02 INDIA 99,000,000 10.0%
03 CHINA 60,000,000 5.3%
04 BRAZIL 59,000,000 36.2%
05 UNITED KINGDOM 35,000,000 65.4%
06 FRANCE 26,000,000 50.7%
07 INDONESIA 23,000,000 11.9%
08 CANADA 21,000,000 66.9%
09 MEXICO 19,000,000 21.0%
10= ITALY 17,000,000 34.0%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 18+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 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 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. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, 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 LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING
JAN
2023

278
11 ARUBA 68.1% 58,000
12 AUSTRALIA 67.9% 14,000,000
13 CANADA 66.9% 21,000,000
14 LUXEMBOURG 66.2% 350,000
15 UNITED KINGDOM 65.4% 35,000,000
16 DENMARK 65.3% 3,100,000
17 GUAM 62.0% 74,000
18 NEW ZEALAND 61.8% 2,500,000
19 GUERNSEY 60.7% 31,000
20 MALTA 59.9% 270,000
01 BERMUDA 102.4%* 54,000
03 ICELAND 89.2% 260,000
04 ANDORRA 86.0% 58,000
05 U.S. VIRGIN ISLANDS 84.8% 65,000
07 UNITED STATES OF AMERICA 75.4% 200,000,000
08 SINGAPORE 72.0% 3,700,000
09 IRELAND 70.0% 2,700,000
10 NETHERLANDS 69.9% 10,000,000
# LOCATION
REACH vs.
POP. 18+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 18+
TOTAL
REACH
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. 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. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, 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 DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE LINKEDIN ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
LINKEDIN ELIGIBLE AD REACH RATE RANKING
JAN
2023

279
11 HARVARD BUSINESS REVIEW 13,960,000
12 THE ECONOMIST 13,110,000
13 TATA CONSULTANCY SERVICES 11,630,000
14 DELOITTE 11,440,000
15 INSIDER BUSINESS 11,350,000
16 TESLA 10,980,000
17 ACCENTURE 10,030,000
18 THE WALL STREET JOURNAL 9,590,000
19 META 9,510,000
20 NETFLIX 9,400,000
01 AMAZON 29,040,000
02 GOOGLE 27,390,000
03 LINKEDIN 24,240,000
04 TED CONFERENCES 23,160,000
05 MICROSOFT 18,680,000
06 UNILEVER 18,360,000
07 APPLE 17,970,000
08 FORBES 17,960,000
09 IBM 14,880,000
10 NESTLÉ 14,160,000
# ORGANISATION FOLLOWERS # ORGANISATION FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON LINKEDIN. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
LINKEDIN COMPANY ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED ORGANISATIONS ON LINKEDIN
JAN
2023

280
11 DEEPAK CHOPRA 5,820,000
12 DANIEL GOLEMAN 5,730,000
13 JUSTIN TRUDEAU 5,490,000
14 GARY VAYNERCHUK 5,370,000
15 ADAM GRANT 5,030,000
16 ANTHONY J JAMES 4,070,000
17 NARENDRA MODI 3,940,000
18 BRENÉ BROWN 3,900,000
19 IAN BREMMER 3,800,000
20 KEVIN O’LEARY 3,760,000
01 BILL GATES 36,120,000
02 RICHARD BRANSON 19,770,000
03 JEFF WEINER 10,750,000
04 SATYA NADELLA 10,260,000
05 ARIANA HUFFINGTON 10,200,000
06 MARK CUBAN 7,630,000
07 TONY ROBBINS 7,300,000
08 MELINDA FRENCH GATES 7,220,000
09 JACK WELCH 7,160,000
10 SIMON SINEK 6,540,000
# ACCOUNT HOLDER FOLLOWERS # ACCOUNT HOLDER FOLLOWERS
GLOBAL OVERVIEW
LINKEDIN PERSONAL ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED PEOPLE ON LINKEDIN
JAN
2023

281
11 SARA BLAKELY 2,100,000
12 SUSAN CAIN 2,000,000
13 JESSICA ALBA 1,790,000
14 WHITNEY JOHNSON 1,790,000
15 SHRADHA SHARMA 1,760,000
16 DR. DAMBISA MOYO 1,620,000
17 INDRA NOOYI 1,430,000
18 BARBARA CORCORAN 1,390,000
19 ALLIE K. MILLER 1,380,000
20 VANI KOLA 1,340,000
01 ARIANA HUFFINGTON 10,200,000
02 MELINDA FRENCH GATES 7,220,000
03 BRENÉ BROWN 3,900,000
04 LIZ RYAN 3,120,000
05 GRETCHEN RUBIN 3,040,000
06 SALLIE KRAWCHECK 2,820,000
07 NAOMI SIMSON B.COMM 2,790,000
08 CHRISTINE LAGARDE 2,660,000
09 J.T. O’DONNELL 2,640,000
10 MARLA GOTTSCHALK, PH.D. 2,200,000
# ACCOUNT HOLDER FOLLOWERS # ACCOUNT HOLDER FOLLOWERS
GLOBAL OVERVIEW
WOMEN WITH THE GREATEST NUMBER OF FOLLOWERS ON LINKEDIN
MOST FOLLOWED WOMEN ON LINKEDIN
JAN
2023

282
21 #BRANDING 17,900,000
22 #PROFESSIONALWOMEN 17,800,000
23 #ADVERTISINGANDMARKETING 17,100,000
24 #GENDER 16,600,000
25 #WOMENINSCIENCE 16,500,000
26 #FEMINISM 16,200,000
27 #MOTIVATION 15,700,000
28 #PERSONALDEVELOPMENT 14,600,000
29 #INVESTING 14,300,000
30 #JOBINTERVIEWS 14,300,000
11 #CAREERS 22,400,000
12 #MARKETS 22,100,000
13 #STARTUPS 21,100,000
14 #MARKETING 20,300,000
15 #SOCIALMEDIA 19,600,000
16 #VENTURECAPITAL 19,200,000
17 #SOCIALNETWORKING 18,900,000
18 #LEANSTARTUPS 18,900,000
19 #ECONOMY 18,600,000
20 #ECONOMICS 17,900,000
01 #INDIA 67,300,000
02 #INNOVATION 38,600,000
03 #MANAGEMENT 35,800,000
04 #HUMANRESOURCES 33,100,000
05 #DIGITALMARKETING 27,200,000
06 #TECHNOLOGY 26,300,000
07 #CREATIVITY 25,100,000
08 #FUTURE 24,400,000
09 #FUTURISM 23,400,000
10 #ENTREPRENEURSHIP 22,600,000
# HASHTAG FOLLOWERS # HASHTAG FOLLOWERS # HASHTAG FOLLOWERS
GLOBAL OVERVIEW
HASHTAGS WITH THE GREATEST NUMBER OF FOLLOWERS ON LINKEDIN
MOST FOLLOWED HASHTAGS ON LINKEDIN
JAN
2023

284
249
265
280
293
306
319
332
347
363
+6.4% +5.7% +4.6% +4.4% +4.2% +4.1% +4.5% +4.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2021 2021 2021 2021 2022 2022 2022 2022
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 RATES OVER TIME
SNAPCHAT DAILY ACTIVE USERS
JAN
2023
DATAREPORTAL

285
12.3% 10.1% 51.0% 48.2%
634.8 7.9% +10.3% +13.9%
90
SNAPCHAT AD REACH
SNAPCHAT AD REACH
FEMALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH*
MALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH*
OF ADS ON SNAPCHAT
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; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. (*) GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES
vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE
DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

286
498.2
528.2 513.9
538.1 557.1
589.4
616.9
575.7
634.8
+6.0% -2.7% +4.7% +3.5% +5.8% +4.7% -6.7% +10.3%
2021 2021 2021 2021 2022 2022 2022 2022 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 FIGURES
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS.
VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON SNAPCHAT (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
SNAPCHAT ADVERTISING REACH
JAN
2023
DATAREPORTAL

287
10.5%
18.3%
11.2%
8.3%
2.5%
9.5%
20.5%
11.6%
5.5%
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; FIGURES 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 ADD UP TO TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE
GLOBAL OVERVIEW
SHARE OF SNAPCHAT’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
SNAPCHAT: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

288
74.3%
73.7%
52.1%
48.7%
48.7%
48.4%
46.0%
45.5%
38.5%
37.4%
36.4%
34.7%
33.2%
32.9%
29.5%
28.7%
26.9%
23.8%
21.6%
21.1%
20.9%
19.4%
16.3%
15.5%
15.5%
14.7%
14.5%
13.8%
12.9%
12.1%
10.2%
10.1%
10.0%
9.3%
9.0%
7.0%
6.7%
6.4%
6.4%
5.9%
5.5%
5.3%
4.3%
1.6%
1.3%
0.8%
SAUDI
ARABIA
NORWAY
DENMARK
IRELAND
U.A.E.
SWEDEN
FRANCE
NETHERLANDS
U.K.
U.S.A.
BELGIUM
AUSTRALIA
NEW
ZEALAND
CANADA
SWITZERLAND
AUSTRIA
SINGAPORE
GERMANY
TURKEY
ISRAEL
MOROCCO
EGYPT
MEXICO
POLAND
INDIA
ROMANIA
COLOMBIA
CZECHIA
SOUTH
AFRICA
PORTUGAL
PHILIPPINES
WORLDWIDE
GREECE
SPAIN
NIGERIA
ITALY
KENYA
RUSSIA
CHILE
ARGENTINA
HONG
KONG
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
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, 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
GLOBAL OVERVIEW
POTENTIAL REACH OF SNAPCHAT ADS COMPARED WITH POPULATION AGED 13+
SNAPCHAT ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

289
11 TURKEY 14,800,000 21.6%
12 NIGERIA 12,350,000 9.0%
13 CANADA 11,000,000 32.9%
14 PHILIPPINES 8,750,000 10.2%
15 RUSSIAN FEDERATION 7,800,000 6.4%
16 AUSTRALIA 7,700,000 34.7%
17 BRAZIL 7,650,000 4.3%
18= ALGERIA 6,950,000 21.0%
18= NETHERLANDS 6,950,000 45.5%
20 COLOMBIA 6,150,000 14.5%
01 INDIA 172,450,000 15.5%
03 PAKISTAN 25,700,000 15.8%
04 FRANCE 25,400,000 46.0%
05 UNITED KINGDOM 22,150,000 38.5%
06 SAUDI ARABIA 21,150,000 74.3%
07 GERMANY 17,450,000 23.8%
08 MEXICO 16,550,000 16.3%
09 IRAQ 16,100,000 53.4%
10 EGYPT 15,400,000 19.4%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
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. 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, 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 SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
JAN
2023

290
11 SWEDEN 48.4% 4,350,000
12 PALESTINE 47.1% 1,650,000
13 FRANCE 46.0% 25,400,000
14 NETHERLANDS 45.5% 6,950,000
15 QATAR 41.8% 975,000
16 JORDAN 39.6% 3,250,000
17 UNITED KINGDOM 38.5% 22,150,000
18 FINLAND 38.3% 1,850,000
20 BELGIUM 36.4% 3,650,000
01 BAHRAIN 79.8% 975,000
02 LUXEMBOURG 76.0% 427,500
03 SAUDI ARABIA 74.3% 21,150,000
04 NORWAY 73.7% 3,450,000
05 KUWAIT 60.8% 2,150,000
06 IRAQ 53.4% 16,100,000
07 DENMARK 52.1% 2,650,000
08 OMAN 50.0% 1,750,000
09 IRELAND 48.7% 2,050,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
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. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE SNAPCHAT ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
SNAPCHAT ELIGIBLE AD REACH RATE RANKING
JAN
2023

292
10.8% 8.9% 37.0% 63.0%
556.0 6.9% +2.1% +27.4%
90
TWITTER AD REACH
TWITTER AD REACH
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 MIDPOINT 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 vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS,
ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDIALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA
REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER
TWITTER: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

293
353.2
395.9 396.5
436.4 436.4
465.1
486.0
544.5 556.0
+12.1% +0.2% +10.1% -0.01% +6.6% +4.5% +12.0% +2.1%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT 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. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON TWITTER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
TWITTER ADVERTISING REACH
JAN
2023
SIGNIFICANT
CHANGE
TO
REPORTING
APPROACH
DATAREPORTAL

294
103.0%
62.6%
60.5%
54.5%
49.4%
40.4%
40.2%
37.1%
33.2%
31.1%
27.1%
25.8%
24.8%
23.7%
23.4%
23.4%
22.4%
22.1%
20.9%
20.8%
20.6%
20.0%
19.3%
18.9%
18.5%
18.4%
18.1%
17.4%
17.0%
15.4%
15.3%
14.7%
13.7%
13.6%
13.2%
11.1%
11.1%
10.3%
10.2%
8.9%
8.1%
7.3%
7.2%
5.2%
5.2%
5.0%
3.6%
3.6%
2.4%
0.6%
0.6%
SINGAPORE
HONG
KONG
JAPAN
SAUDI
ARABIA
NETHERLANDS
IRELAND
U.K.
U.A.E.
U.S.A.
CANADA
TURKEY
SPAIN
FRANCE
AUSTRALIA
THAILAND
SWEDEN
NORWAY
CHILE
SOUTH
KOREA
PORTUGAL
ARGENTINA
MALAYSIA
GERMANY
BELGIUM
DENMARK
SWITZERLAND
NEW
ZEALAND
TAIWAN
MEXICO
CZECHIA
ISRAEL
AUSTRIA
PHILIPPINES
BRAZIL
COLOMBIA
INDONESIA
POLAND
ITALY
GREECE
WORLDWIDE
SOUTH
AFRICA
EGYPT
ROMANIA
VIETNAM
KENYA
GHANA
MOROCCO
NIGERIA
INDIA
RUSSIA
CHINA
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT 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 INDIVIDIALS
(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
GLOBAL OVERVIEW
POTENTIAL REACH OF TWITTER ADS COMPARED WITH POPULATION AGED 13+
TWITTER ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

295
11 GERMANY 14,100,000 19.3%
12 FRANCE 13,700,000 24.8%
13 PHILIPPINES 11,800,000 13.7%
14 SPAIN 10,850,000 25.8%
15 CANADA 10,400,000 31.1%
16 SOUTH KOREA 9,800,000 20.9%
17= ARGENTINA 7,550,000 20.6%
17= NETHERLANDS 7,550,000 49.4%
19 CHINA 7,250,000 0.6%
20 EGYPT 5,800,000 7.3%
02 JAPAN 67,450,000 60.5%
03 INDIA 27,250,000 2.4%
04 BRAZIL 24,300,000 13.6%
05 INDONESIA 24,000,000 11.1%
06 UNITED KINGDOM 23,150,000 40.2%
07 TURKEY 18,550,000 27.1%
08 MEXICO 17,200,000 17.0%
09 SAUDI ARABIA 15,500,000 54.5%
10 THAILAND 14,600,000 23.4%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
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 MIDPOINT
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 INDIVIDIALS (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
JAN
2023

296
11 KUWAIT 45.2% 1,600,000
12 QATAR 45.0% 1,050,000
14 ARUBA 43.0% 39,550
15 ISLE OF MAN 41.4% 30,750
16 ANTIGUA & BARBUDA 40.9% 32,550
17 IRELAND 40.4% 1,700,000
18 UNITED KINGDOM 40.2% 23,150,000
19 ICELAND 39.1% 123,350
01 SINGAPORE 103.0%* 5,550,000
02 SEYCHELLES 101.3%* 86,950
03 ANDORRA 82.9% 59,400
04 LUXEMBOURG 76.6% 430,750
05 HONG KONG 62.6% 4,200,000
06 JAPAN 60.5% 67,450,000
07 SAUDI ARABIA 54.5% 15,500,000
08 BAHRAIN 51.0% 622,850
09 GUERNSEY 50.0% 27,450
10 NETHERLANDS 49.4% 7,550,000
# 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 MIDPOINT 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 INDIVIDIALS (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
JAN
2023

297
11 ELLEN DEGENERES @ELLENDEGENERES 76,900,000
12 KIM KARDASHIAN @KIMKARDASHIAN 74,700,000
13 NASA @NASA 69,300,000
14 TWITTER @TWITTER 65,200,000
15 CNN BREAKING NEWS @CNNBRK 64,100,000
16 JUSTIN TIMBERLAKE @JTIMBERLAKE 62,700,000
17 BILL GATES @BILLGATES 61,600,000
18 NEYMAR @NEYMARJR 61,000,000
19 CNN @CNN 60,900,000
20 BRITNEY SPEARS @BRITNEYSPEARS 56,100,000
01 BARACK OBAMA @BARACKOBAMA 133,300,000
02 ELON MUSK @ELONMUSK 124,700,000
03 JUSTIN BIEBER @JUSTINBIEBER 113,600,000
04 KATY PERRY @KATYPERRY 108,700,000
05 RIHANNA @RIHANNA 107,600,000
06 CRISTIANO RONALDO @CRISTIANO 106,800,000
07 DONALD TRUMP @REALDONALDTRUMP 87,800,000
08 NARENDRA MODI @NARENDRAMODI 85,700,000
09 LADY GAGA @LADYGAGA 84,900,000
10 YOUTUBE @YOUTUBE 78,200,000
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TWITTER. NOTES: THE ACCOUNT OF @ARIANAGRANDE WAS UNAVAILABLE AT THE TIME OF REPORT PRODUCTION, SO HAS NOT BEEN INCLUDED
IN THIS RANKING. HOWEVER, BASED ON PREVIOUS FOLLOWER COUNTS, ARIANA’S ACCOUNT WOULD OTHERWISE HAVE FEATURED IN THIS RANKING. FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE
NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TWITTER ACCOUNTS
JAN
2023

298
31 ✅ 316,700,000
32 💯 280,700,000
33 💖 272,100,000
34 🎶 263,600,000
35 🙌 249,600,000
36 ⬅ 241,100,000
37 🙈 234,300,000
38 😋 232,400,000
39 😄 219,600,000
40 💀 218,700,000
21 👌 431,400,000
22 😏 422,000,000
23 ✨ 403,100,000
24 💔 360,400,000
25 😌 359,100,000
26 😎 356,300,000
27 💜 355,600,000
28 💙 351,100,000
29 😢 331,300,000
30 😳 328,100,000
11 😒 569,600,000
12 😩 559,400,000
13 😬 545,800,000
14 ☺ 492,700,000
15 🔥 492,500,000
16 🙏 492,300,000
17 👍 468,000,000
18 😅 456,000,000
19 👀 454,600,000
20 😉 447,400,000
01 😂 3,787,100,000
02 ❤ 2,012,800,000
03 😭 1,705,200,000
04 😍 1,338,200,000
05 ♻ 986,100,000
06 ♥ 892,900,000
07 😊 830,100,000
08 😔 618,600,000
09 💕 616,900,000
10 😘 607,600,000
# EMOJI POSTS # EMOJI POSTS
# EMOJI POSTS # EMOJI POSTS
SOURCE: EMOJITRACKER. NOTES: FIGURES REPRESENT THE NUMBER OF TWEETS CONTAINING AT LEAST ONE INSTANCE OF EACH EMOJI THAT HAVE BEEN PUBLISHED TO TWITTER SINCE 04 JULY 2013. TWEETS
CONTAINING MULTIPLE INSTANCES OF THE SAME EMOJI ARE ONLY COUNTED ONCE. POST COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: POST COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
EMOJI THAT HAVE BEEN USED IN THE GREATEST NUMBER OF TWEETS
MOST USED EMOJI ON TWITTER
JAN
2023

300
442
459
478
454 444 431 433 433 445
+3.8% +4.1% -5.0% -2.2% -2.9% +0.5% 0% +2.8%
OCT JAN APR JUL OCT JAN APR JUL OCT
2020 2021 2021 2021 2021 2022 2022 2022 2022
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 RATES OVER TIME
PINTEREST MONTHLY ACTIVE USERS
JAN
2023
DATAREPORTAL

301
4.7% 3.9% 76.2% 17.2%
242.7 3.0% -10.4% +7.5%
MILLION -28 MILLION +17 MILLION
90
PINTEREST AD REACH
PINTEREST AD REACH
FEMALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
MALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
OF ADS ON PINTEREST
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 FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

302
200.8
218.9 223.3
233.1 225.7
235.0
251.8
270.9
242.7
+9.0% +2.0% +4.4% -3.2% +4.1% +7.1% +7.6% -10.4%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCE: PINTEREST’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER
BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. IN ADDITION TO CHANGES IN ACTIVE
USER NUMBERS, FIGURES FOR GROWTH RATE OVER TIME MAY BE IMPACTED BY REVISIONS TO BASE DATA AND CHANGES IN LOCATION COVERAGE. COMPARABILITY: PINTEREST ADDED A NUMBER OF NEW
COUNTRIES TO ITS AD TARGETING TOOL IN Q2 2022, SO FIGURES FOR JULY 2022 ONWARDS MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES FOR PRIOR PERIODS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON PINTEREST (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
PINTEREST ADVERTISING REACH
JAN
2023
DATAREPORTAL

303
18.1%
28.5%
12.0%
7.0% 7.0%
2.9%
3.8%
7.1%
2.5% 1.8% 1.7% 0.8%
1.1%
3.3%
1.0% 0.5% 0.6% 0.3%
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: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
GLOBAL OVERVIEW
SHARE OF PINTEREST’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
PINTEREST: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

304
11 COLOMBIA 5,970,000 14.1%
12 POLAND 5,420,000 15.0%
13 NETHERLANDS 4,430,000 29.0%
14 CHILE 3,570,000 21.6%
15 AUSTRALIA 3,445,000 15.5%
16 BELGIUM 2,687,000 26.8%
17 PORTUGAL 2,060,000 22.6%
18 ROMANIA 2,005,000 11.6%
19 GREECE 1,835,000 20.0%
20 HUNGARY 1,755,000 19.6%
02 BRAZIL 28,050,000 15.7%
03 MEXICO 19,445,000 19.2%
04 GERMANY 15,875,000 21.7%
05 FRANCE 10,650,000 19.3%
06 CANADA 8,440,000 25.2%
07 ITALY 8,075,000 15.3%
08 UNITED KINGDOM 7,610,000 13.2%
09 ARGENTINA 7,090,000 19.4%
10 SPAIN 7,010,000 16.7%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
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. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
PINTEREST AD REACH RANKING
JAN
2023

305
11 GERMANY 21.7% 15,875,000
12 CHILE 21.6% 3,570,000
13 DENMARK 20.9% 1,065,000
14 SWITZERLAND 20.8% 1,583,500
15 GREECE 20.0% 1,835,000
16 CYPRUS 19.9% 215,500
17 HUNGARY 19.6% 1,755,000
18 FINLAND 19.5% 943,000
19 ARGENTINA 19.4% 7,090,000
20 FRANCE 19.3% 10,650,000
02 LUXEMBOURG 29.1% 163,500
03 NETHERLANDS 29.0% 4,430,000
04 GUAM 27.7% 37,000
05 BELGIUM 26.8% 2,687,000
06 CANADA 25.2% 8,440,000
08 PORTUGAL 22.6% 2,060,000
09 AUSTRIA 22.3% 1,743,500
10 MALTA 22.1% 104,500
# 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. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE PINTEREST ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
PINTEREST ELIGIBLE AD REACH RATE RANKING
JAN
2023

307
2 25.0% 31.9% 46.5% 53.5%
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 (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WHATSAPP USE
WHATSAPP OVERVIEW
JAN
2023

308
29.1 28.2
27.2
19.5
17.6 17.3
16.3
11.9 11.0 10.4
8.6
7.6 7.4
5.6 5.5
INDONESIA
BRAZIL
ARGENTINA
MEXICO
INDIA
WORLDWIDE
SINGAPORE
TURKEY
GERMANY
RUSSIA
U.K.
CANADA
U.S.A.
AUSTRALIA
FRANCE
OF HOURS SPENT PER USER, PER MONTH USING THE WHATSAPP MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH WHATSAPP USER SPENDS USING THE WHATSAPP APP ON ANDROID PHONES
WHATSAPP: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

309
1.31 16.3% 20.9% 47.7% 52.3%
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 (Q3 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
JAN
2023

310
700 8.7% 11.9% 42.6% 57.4%
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 (Q3 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
JAN
2023

311
715.0 8.9% 48.5% 51.5%
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 (Q3 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
JAN
2023

312
626.0 7.8% 46.9% 53.1%
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
JAN
2023

313
584 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 (Q3 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
JAN
2023

314
574.4 7.2% 9.2% 48.3% 51.7%
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 (Q3 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
JAN
2023

315
50 0.6% 0.8% 38.0% 62.0%
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 (Q3 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
JAN
2023

316
300 3.7% 4.8% 42.4% 57.6%
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 (Q3 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
JAN
2023

317
150 1.9% 2.4% 34.5% 65.5%
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
JAN
2023

319
8.46 +2.2% 7.41 87.6%
BILLION +180 MILLION BILLION YOY: +3.1% (+236 BPS)
5.44 68.0% +3.2% 1.55
BILLION YOY: +2.8% (+182 BPS) +168 MILLION YOY: -1.0%
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
UNIQUE MOBILE USERS
AS A PERCENTAGE OF
TOTAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
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. “YOY” FIGURES SHOW YEAR-ON-YEAR CHANGE. 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 SHOW ABSOLUTE CHANGE. 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
JAN
2023

320
5,065 5,119 5,172 5,224 5,276 5,328 5,368 5,407 5,444
+1.1% +1.0% +1.0% +1.0% +1.0% +0.8% +0.7% +0.7%
2020 2020 2021 2021 2021 2021 2022 2022 2022
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
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) USING MOBILE PHONES (ANY KIND OF HANDSET)
UNIQUE MOBILE USERS OVER TIME
JAN
2023
DATAREPORTAL

321
GSMA INTELLIGENCE DATA ERICSSON DATA
5.44 8.46
BILLION BILLION
6.15 8.39
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
JAN
2023

322
7,973 8,048 8,134 8,195 8,278 8,326 8,357 8,410 8,458
+0.9% +1.1% +0.8% +1.0% +0.6% +0.4% +0.6% +0.6%
2020 2020 2021 2021 2021 2021 2022 2022 2022
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
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
JAN
2023
DATAREPORTAL

323
78.7% 16.5% 4.9%
6.60 BILLION 1.38 BILLION 408 MILLION
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
JAN
2023

324
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
106%
102%
136%
120%
84%
107%
100%
179%
68%
58%
96%
101%
147%
132%
133%
127%
112%
84%
103%
112%
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY
JAN
2023

325
223.7%
200.9%
187.4%
171.0%
164.0%
156.9%
153.8%
151.6%
149.1%
147.0%
146.0%
145.4%
144.5%
144.3%
143.8%
143.6%
141.8%
141.0%
139.6%
133.7%
133.3%
132.6%
129.8%
129.6%
129.1%
128.0%
127.7%
125.7%
125.7%
125.6%
124.3%
123.9%
122.7%
120.9%
118.6%
117.2%
116.9%
115.9%
113.1%
111.4%
110.0%
105.6%
102.8%
102.4%
98.5%
96.7%
96.5%
95.4%
93.9%
87.7%
77.0%
HONG
KONG
U.A.E.
SOUTH
AFRICA
PORTUGAL
VIETNAM
RUSSIA
SINGAPORE
DENMARK
JAPAN
CHILE
AUSTRIA
ROMANIA
PHILIPPINES
GREECE
CZECHIA
GERMANY
COLOMBIA
THAILAND
SWEDEN
ARGENTINA
MOROCCO
ITALY
GHANA
U.K.
MALAYSIA
INDONESIA
POLAND
NETHERLANDS
TAIWAN
NEW
ZEALAND
AUSTRALIA
SOUTH
KOREA
SPAIN
SWITZERLAND
CHINA
KENYA
ISRAEL
SAUDI
ARABIA
U.S.A.
NORWAY
FRANCE
WORLDWIDE
IRELAND
BRAZIL
CANADA
BELGIUM
MEXICO
TURKEY
EGYPT
NIGERIA
INDIA
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY
JAN
2023
DATAREPORTAL

326
208 NORTH KOREA 20.9% 5,470,625
207 ERITREA 23.5% 871,486
206 CENTRAL AFRICAN REPUBLIC 31.6% 1,785,723
205 SOUTH SUDAN 32.5% 3,575,536
204 PAPUA NEW GUINEA 36.5% 3,740,831
203 DJIBOUTI 41.0% 462,519
202 MADAGASCAR 43.8% 13,112,761
201 SOMALIA 44.7% 7,988,306
200 DEM. REP. OF THE CONGO 47.9% 48,150,914
199 EQUATORIAL GUINEA 49.3% 834,782
01 HONG KONG 223.7% 16,749,691
02 MONTENEGRO 216.0% 1,353,642
04 ANTIGUA & BARBUDA 210.9% 198,336
06 MACAU 198.6% 1,389,706
07 SOUTH AFRICA 187.4% 112,691,887
08 QATAR 180.9% 4,894,648
09 KUWAIT 178.0% 7,635,967
10 LIBYA 175.9% 12,051,646
# HIGHEST CONNECTIVITY vs. POP CONNECTIONS # LOWEST CONNECTIVITY vs. POP CONNECTIONS
LOWEST RATES OF CELLULAR MOBILE CONNECTIVITY
HIGHEST RATES OF CELLULAR MOBILE CONNECTIVITY
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES MAY EXCEED 100% BECAUSE SOME
INDIVIDUALS MAY USE MORE THAN ONE CELLULAR MOBILE CONNECTION. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST RATES OF CELLULAR MOBILE CONNECTIVITY
MOBILE CONNECTIVITY RANKING
JAN
2023

327
0.82 7.98 1.64 10.29 2.86
BILLION BILLION BILLION BILLION BILLION
3.5% 33.8% 6.9% 43.6% 12.1%
FIXED
PHONES
MOBILE PHONES
(ANY TYPE)
PCS, LAPTOPS
AND TABLETS
SHORT-RANGE
IOT DEVICES
WIDE-AREA
IOT DEVICES
SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTES: TYPICAL SHORT-RANGE IOT DEVICES HAVE A RANGE OF UP TO 100 METRES, AND ARE POWERED BY TECHNOLOGIES SUCH AS WIFI AND BLUETOOTH. WIDE-
AREA IOT DEVICES USE TECHNOLOGIES SUCH AS CELLULAR NETWORKS TO OFFER CONNECTIVITY ACROSS MUCH WIDER RANGES. COMPARABILITY: ERICSSON AND GSMA INTELLIGENCE REPORT DIFFERENT
FIGURES FOR THE NUMBER OF CELLULAR MOBILE CONNECTIONS.
GLOBAL OVERVIEW
NUMBER OF CONNECTED DEVICES AROUND THE WORLD BY TYPE, AND EACH TYPE’S SHARE OF TOTAL CONNECTED DEVICES
CONNECTED DEVICES
JAN
2023

328
80.6% 81.8% 83.3% 84.2% 84.9% 85.6% 86.0% 86.7% 87.6%
+1.5% +1.8% +1.1% +0.9% +0.8% +0.5% +0.8% +0.9%
2020 2020 2021 2021 2021 2021 2022 2022 2022
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
SOURCE: GSMA INTELLIGENCE. NOTES: EXCLUDES CELLULAR IOT CONNECTIONS. VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A
STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS
JAN
2023
DATAREPORTAL

329
100.0%
100.0%
100.0%
100.0%
99.9%
99.7%
99.7%
99.6%
99.6%
99.6%
99.6%
99.2%
99.2%
98.7%
98.7%
98.7%
98.7%
98.4%
98.2%
98.1%
98.0%
97.9%
97.3%
97.3%
97.3%
97.0%
96.5%
96.5%
95.9%
94.7%
94.3%
94.2%
93.0%
92.9%
92.9%
92.6%
92.4%
92.0%
89.8%
88.4%
87.8%
87.6%
87.0%
87.0%
85.7%
85.3%
83.5%
76.0%
74.7%
71.0%
69.3%
AUSTRALIA
TAIWAN
THAILAND
HONG
KONG
JAPAN
U.S.A.
CANADA
CHINA
SOUTH
KOREA
SWITZERLAND
DENMARK
SINGAPORE
PHILIPPINES
ISRAEL
U.K.
AUSTRIA
NEW
ZEALAND
SWEDEN
FRANCE
U.A.E.
NORWAY
BELGIUM
PORTUGAL
SAUDI
ARABIA
GERMANY
NETHERLANDS
SPAIN
CHILE
IRELAND
GREECE
MALAYSIA
INDONESIA
BRAZIL
GHANA
POLAND
MEXICO
TURKEY
CZECHIA
COLOMBIA
ITALY
RUSSIA
WORLDWIDE
ARGENTINA
EGYPT
ROMANIA
SOUTH
AFRICA
NIGERIA
VIETNAM
INDIA
KENYA
MOROCCO
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS
JAN
2023
DATAREPORTAL

330
154 AZERBAIJAN $734.71 167.8%
153 MALDIVES $1,033.66 152.3%
152 MALAWI $59.89 115.6%
151 CENTRAL AFRICAN REPUBLIC $49.45 114.5%
150 MADAGASCAR $45.03 111.3%
149 LIBERIA $49.00 94.8%
148 ETHIOPIA $59.03 77.1%
147 UGANDA $44.86 61.8%
146 SIERRA LEONE $24.25 61.4%
145 KIRIBATI $136.72 55.2%
01 UNITED KINGDOM $33.53 0.9%
02 IRELAND $56.07 1.0%
03 AUSTRALIA $49.91 1.0%
04 UNITED STATES OF AMERICA $79.99 1.4%
05 NEW ZEALAND $53.38 1.4%
06 UNITED ARAB EMIRATES $53.74 1.8%
07 FRANCE $66.18 1.9%
08 BULGARIA $17.21 1.9%
09 CANADA $82.90 2.0%
10 HONG KONG $89.42 2.0%
# LOCATION
PRICE OF CHEAPEST
SMARTPHONE
HANDSET (USD)
SMARTPHONE COST
vs. AVERAGE
MONTHLY INCOME
# LOCATION
PRICE OF CHEAPEST
SMARTPHONE
HANDSET (USD)
SMARTPHONE COST
vs. AVERAGE
MONTHLY INCOME
COUNTRIES WHERE SMARTPHONE HANDSETS ARE THE LEAST AFFORDABLE
COUNTRIES WHERE SMARTPHONE HANDSETS ARE THE MOST AFFORDABLE
SOURCE: ALLIANCE FOR AFFORDABLE INTERNET (A4AI). NOTES: USES A4AI’S 2022 DATASET. RANKING BASED ON “SMARTPHONE COST vs. AVERAGE MONTHLY INCOME”. FIGURES IN THE “PRICE OF CHEAPEST
SMARTPHONE HANDSET” COLUMN REFLECT THE PRICE AT THE TIME OF DATA COLLECTION, IN U.S. DOLLARS. CURRENCY CONVERSION AND COMPARISONS TO AVERAGE MONTHLY INCOME AS PER A4AI’S
METHODOLOGY AND CALCULATIONS. ADVISORY: DATA ARE ONLY AVAILABLE FOR SELECTED LOCATIONS; RANKING BASED ON AVAILABLE DATA ONLY.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE SMARTPHONES ARE THE MOST AND LEAST AFFORDABLE, BASED ON HANDSET PRICES vs. AVERAGE INCOME
AFFORDABILITY OF SMARTPHONES
JAN
2023

331
169 ZIMBABWE 5.2% $4.26
168 MALAWI 5.2% $2.42
167 MOZAMBIQUE 4.9% $1.33
166 MADAGASCAR 4.7% $1.52
165 MALI 4.6% $2.76
164 NIGER 4.3% $1.85
163 SOLOMON ISLANDS 3.9% $6.74
162 BOTSWANA 3.7% $15.55
161 SOUTH SUDAN 3.7% $2.51
160 EQUATORIAL GUINEA 3.6% $9.57
179 YEMEN 27.6% $16.58
178 CENTRAL AFRICAN REPUBLIC 26.7% $8.93
177 SÃO TOMÉ & PRÍNCIPE 21.7% $29.49
176 TOGO 18.8% $12.94
175 CHAD 13.4% $5.10
174 BURUNDI 12.8% $1.86
173 LIBERIA 9.9% $2.63
172 GAMBIA 9.3% $4.60
171 SYRIA 9.0% $8.57
170 BURKINA FASO 6.5% $3.83
# LOCATION
AVE. PRICE OF 1GB
OF DATA vs. AVE.
MONTHLY INCOME
AVERAGE PRICE
(USD) OF 1GB
OF MOBILE DATA
# LOCATION
AVE. PRICE OF 1GB
OF DATA vs. AVE.
MONTHLY INCOME
AVERAGE PRICE
(USD) OF 1GB
OF MOBILE DATA
SOURCE: CABLE.CO.UK; WORLD BANK; KEPIOS ANALYSIS. NOTES: COMPARISONS WITH AVERAGE MONTHLY INCOME USE LATEST REPORTED WORLD BANK FIGURES FOR “ADJUSTED NET NATIONAL INCOME
PER CAPITA (CURRENT US$)”. FIGURES FOR “AVERAGE PRICE (USD) OF 1GB OF MOBILE DATA” REPRESENT MEDIAN PRICE OF SIM-ONLY MOBILE PLANS OFFERING AT LEAST 1GB OF MOBILE DATA. PRICES SHOWN
IN U.S. DOLLARS; CURRENCY CONVERSION AS PER CABLE.CO.UK’S METHODOLOGY AND CALCULATIONS. PLEASE REFER TO DETAILED SOURCE NOTES HERE. ADVISORY: DATA ARE NOT AVAILABLE FOR ALL
LOCATIONS; RANKING BASED ON AVAILABLE DATA ONLY. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE MOBILE DATA IS THE LEAST AFFORDABLE, BASED ON THE AVERAGE PRICE OF 1GB OF MOBILE DATA
WHERE MOBILE DATA IS LEAST AFFORDABLE
JAN
2023

332
$12.55
$7.37
$6.72
$5.94
$5.62
$5.30
$4.44
$4.29
$3.85
$3.67
$3.12
$3.01
$3.00
$2.89
$2.67
$2.04
$1.90
$1.88
$1.58
$1.52
$1.48
$1.25
$0.94
$0.93
$0.84
$0.79
$0.74
$0.74
$0.71
$0.69
$0.61
$0.61
$0.61
$0.60
$0.57
$0.52
$0.51
$0.49
$0.48
$0.46
$0.45
$0.45
$0.43
$0.41
$0.41
$0.39
$0.38
$0.23
$0.17
$0.12
$0.04
SOUTH
KOREA
SWITZERLAND
NEW
ZEALAND
CANADA
U.S.A.
GREECE
NORWAY
U.A.E.
JAPAN
PORTUGAL
WORLDWIDE
CZECHIA
BELGIUM
MEXICO
GERMANY
SOUTH
AFRICA
NETHERLANDS
SWEDEN
IRELAND
SAUDI
ARABIA
ARGENTINA
HONG
KONG
AUSTRIA
EGYPT
KENYA
U.K.
BRAZIL
TAIWAN
NIGERIA
MOROCCO
GHANA
SINGAPORE
VIETNAM
SPAIN
AUSTRALIA
PHILIPPINES
CHILE
COLOMBIA
RUSSIA
INDONESIA
MALAYSIA
ROMANIA
DENMARK
CHINA
POLAND
TURKEY
THAILAND
FRANCE
INDIA
ITALY
ISRAEL
SOURCE: CABLE.CO.UK. NOTE: FIGURES REPRESENT THE MEDIAN PRICE OF SIM-ONLY MOBILE PLANS OFFERING AT LEAST 1GB OF MOBILE DATA. VALUES TRANSLATED FROM LOCAL CURRENCIES INTO U.S.
DOLLAR EQUIVALENTS BY CABLE.CO.UK USING THE PREVAILING EXCHANGE RATES AT THE TIME OF SOURCE DATA PUBLICATION.
GLOBAL OVERVIEW
MEDIAN PRICE (IN U.S. DOLLARS) FOR A SIM-ONLY PLAN OFFERING AT LEAST 1GB OF MOBILE DATA
COST OF MOBILE DATA: AVERAGE PRICE FOR 1GB
JAN
2023
DATAREPORTAL

333
$2.19
$1.67
$1.66
$1.23
$1.19
$1.10
$1.00
$0.96
$0.95
$0.88
$0.76
$0.61
$0.58
$0.56
$0.56
$0.52
$0.51
$0.50
$0.50
$0.47
$0.44
$0.40
$0.30
$0.25
$0.24
$0.24
$0.20
$0.20
$0.18
$0.17
$0.14
$0.14
$0.13
$0.13
$0.13
$0.12
$0.11
$0.11
$0.10
$0.09
$0.08
$0.08
$0.07
$0.07
$0.07
$0.05
$0.05
$0.03
$0.03
$0.02
NORWAY
U.S.A.
CANADA
MEXICO
U.A.E.
JAPAN
PORTUGAL
NEW
ZEALAND
GREECE
CZECHIA
EGYPT
SAUDI
ARABIA
NETHERLANDS
SWEDEN
SOUTH
KOREA
BELGIUM
SWITZERLAND
IRELAND
GERMANY
ARGENTINA
MOROCCO
TAIWAN
CHINA
HONG
KONG
KENYA
NIGERIA
RUSSIA
GHANA
THAILAND
COLOMBIA
POLAND
PHILIPPINES
AUSTRALIA
INDONESIA
AUSTRIA
U.K.
SPAIN
MALAYSIA
DENMARK
BRAZIL
VIETNAM
FRANCE
SINGAPORE
SOUTH
AFRICA
ROMANIA
INDIA
ITALY
CHILE
TURKEY
ISRAEL
SOURCE: CABLE.CO.UK. NOTE: FIGURES REPRESENT THE COST OF THE CHEAPEST SIM-ONLY MOBILE PLAN OFFERING AT LEAST 1GB OF MOBILE DATA. VALUES TRANSLATED FROM LOCAL CURRENCIES INTO U.S.
DOLLAR EQUIVALENTS BY CABLE.CO.UK USING THE PREVAILING EXCHANGE RATES AT THE TIME OF SOURCE DATA PUBLICATION.
GLOBAL OVERVIEW
CHEAPEST PRICE (IN U.S. DOLLARS) FOR A SIM-ONLY PLAN THAT INCLUDES AT LEAST 1GB OF MOBILE DATA
COST OF MOBILE DATA: CHEAPEST 1GB PLAN
JAN
2023
DATAREPORTAL

334
6.36 7.09 8.67 9.68 10.63 11.69
13.60
15.94
18.37
21.78
26.54
29.02
32.66
36.49
39.56
45.16
50.03
54.79
58.44
66.14
72.20
77.81
84.16
92.75
100.42
107.58
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
MONTHLY CELLULAR DATA CONSUMED BY
THE AVERAGE SMARTPHONE WORLDWIDE: 15.0 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
JAN
2023
DATAREPORTAL

335
NORTH
AMERICA
LATIN
AMERICA
WESTERN
EUROPE
CENTRAL &
EASTERN EUROPE
MIDDLE EAST AND
NORTH AFRICA
SUB-SAHARAN
AFRICA
INDIA, NEPAL,
AND BHUTAN
GULF COOPERATION
COUNCIL COUNTRIES
NORTH-
EAST ASIA
SOUTH-EAST ASIA
AND OCEANIA
GLOBAL
AVERAGE
12.5
17.2
25.0
25.1
4.6
10.6
13.0
18.8
10.5
17.6
15.0
SOURCE: ERICSSON MOBILE VISUALIZER. NOTES: VALUES REPRESENT THE AVERAGE MONTHLY MOBILE CELLULAR (NETWORK) DATA TRAFFIC PER SMARTPHONE, IN GIGABYTES PER MONTH. DOES NOT INCLUDE
DATA TRANSFERRED VIA WIFI CONNECTIONS. REGIONS AS PER ERICSSON’S DEFINITIONS. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
AVERAGE MONTHLY CELLULAR MOBILE DATA CONSUMPTION PER SMARTPHONE (GIGABYTES PER MONTH)
MONTHLY CELLULAR DATA PER SMARTPHONE
JAN
2023

336
71.96% 27.48% 0.34% 0.07% 0.15%
+1.7% (+122 BPS) -3.7% (-106 BPS) -10.5% (-4 BPS) -50.0% (-7 BPS) -25.0% (-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 NOVEMBER 2022. 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 NOVEMBER 2022
SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS
JAN
2023

337
31.7%
41.3%
59.9%
65.7%
72.0% 73.1% 72.4%
75.8%
71.2% 70.7% 72.0%
+30.4% +45.0% +9.7% +9.6% +1.5% -1.0% +4.8% -6.1% -0.6% +1.7%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES REQUESTED BY WEB BROWSERS RUNNING ON ANDROID PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES
REQUESTED BY WEB BROWSERS RUNNING ON ANY MOBILE PHONE. 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
WEB PAGE REQUESTS ORIGINATING FROM ANDROID PHONES AS A PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM ALL MOBILE PHONES
ANDROID’S SHARE OF MOBILE WEB TRAFFIC
JAN
2023
DATAREPORTAL

338
05:39
05:19
05:18
05:18
05:01
04:59
04:56
04:54
04:51
04:48
04:40
04:38
04:21
04:18
04:14
03:52
03:51
03:36
03:33
INDONESIA
BRAZIL
SAUDI
ARABIA
SINGAPORE
AVERAGE
SOUTH
KOREA
MEXICO
AUSTRALIA
INDIA
JAPAN
THAILAND
CANADA
U.S.A.
TURKEY
U.K.
FRANCE
ARGENTINA
GERMANY
CHINA
SOURCE: DATA.AI “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT AVERAGE DAILY TIME SPENT USING ANDROID PHONES FOR FULL-YEAR
2021. VALUE FOR “WORLDWIDE” BASED ON THE WEIGHTED AVERAGE OF THE TOP 10 COUNTRIES.
GLOBAL OVERVIEW
AVERAGE DAILY TIME SPENT USING MOBILE PHONES (ALL ACTIVITIES, IN HOURS AND MINUTES)
DAILY TIME SPENT USING MOBILE PHONES
JAN
2023
DATAREPORTAL

339
8.0% 3.1% 2.7% 10.6%
5H 01M 42.4% 25.1% 8.1%
YOY: +2.4% (+7 MINS)
TOTAL TIME SPENT USING
SMARTPHONES EACH DAY
SHARE OF SMARTPHONE TIME:
SOCIAL & COMMUNICATION APPS
PHOTO & VIDEO APPS
MOBILE WEB BROWSERS
MOBILE GAMES (ALL GENRES)
ENTERTAINMENT APPS
SHOPPING APPS
ALL OTHER APPS
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT SHARE OF TIME SPENT USING ANDROID PHONES THROUGHOUT 2022. COMPARABILITY: CHANGE IN THE
DEFINITIONS USED FOR EACH APP CATEGORY; FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
TIME SPENT USING APPS IN EACH APP CATEGORY AS A PERCENTAGE OF TOTAL TIME SPENT USING ANDROID PHONES OVERALL
SHARE OF MOBILE TIME BY APP CATEGORY
JAN
2023

340
2.3% 1.4% 0.6% 12.4%
-14.2% (-39 BPS) -7.2% (-11 BPS) -7.9% (-5 BPS) -6.4% (-85 BPS)
15.0 GB 70.9% 9.0% 3.3%
+26.9% (+3.2 GB / MONTH) +3.1% (+216 BPS) -5.3% (-50 BPS) -7.4% (-27 BPS)
SHARE OF CELLULAR DATA:
WEB BROWSING
AUDIO APPLICATIONS
FILE SHARING
OTHER KINDS OF APPS
AVERAGE MONTHLY CELLULAR
DATA TRAFFIC PER SMARTPHONE
VIDEO APPLICATIONS
SOCIAL NETWORKING
SOFTWARE UPDATES
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTES: SHARE FIGURES INCLUDE DATA FOR SMARTPHONES, MOBILE PCS, TABLETS, AND MOBILE ROUTER, BUT EXCLUDE DATA GENERATED BY FIXED WIRELESS ACCESS
(FWA) DEVICES. YEAR-ON-YEAR 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
EACH APPLICATION CATEGORY’S SHARE OF CELLULAR DATA
SHARE OF CELLULAR DATA BY APP CATEGORY
JAN
2023

341
54.2%
53.7%
53.2%
44.6%
44.0%
43.3%
42.4%
41.5%
41.0%
40.2%
38.9%
38.4%
38.0%
37.3%
37.2%
37.2%
36.9%
36.9%
35.3%
35.0%
34.7%
34.5%
34.0%
33.9%
33.9%
33.3%
33.2%
33.1%
32.3%
32.3%
31.6%
31.6%
30.4%
30.3%
28.8%
26.6%
26.2%
25.7%
25.6%
25.5%
25.4%
24.9%
24.7%
23.6%
23.1%
20.8%
20.7%
19.0%
18.5%
16.2%
10.0%
SOUTH
AFRICA
PHILIPPINES
NIGERIA
VIETNAM
KENYA
U.A.E.
INDONESIA
COLOMBIA
INDIA
BRAZIL
CHILE
U.S.A.
SAUDI
ARABIA
IRELAND
GREECE
PORTUGAL
MEXICO
TURKEY
WORLDWIDE
NEW
ZEALAND
SWEDEN
ROMANIA
EGYPT
CANADA
U.K.
DENMARK
SWITZERLAND
CHINA
GHANA
MALAYSIA
AUSTRALIA
FRANCE
THAILAND
SPAIN
ARGENTINA
GERMANY
TAIWAN
NORWAY
AUSTRIA
SINGAPORE
ITALY
HONG
KONG
BELGIUM
NETHERLANDS
ISRAEL
MOROCCO
POLAND
SOUTH
KOREA
RUSSIA
CZECHIA
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
JAN
2023
DATAREPORTAL

342
40.7% 40.5%
37.7%
32.5%
27.4%
33.8%
35.9% 35.8%
31.1%
26.1%
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 AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING
JAN
2023
DATAREPORTAL

343
254.9 +11.0% $167.1 -1.7% $25.32
BILLION +25 BILLION BILLION -$2.9 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 JANUARY AND DECEMBER 2022. 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 JANUARY AND DECEMBER 2022, BASED ON DATA FROM DATA.AI
MOBILE APP MARKET OVERVIEW: DATA.AI
JAN
2023

344
0.43%
0.41%
0.36%
0.35%
0.32%
0.19%
0.18%
0.17%
0.15%
0.14%
0.13%
0.13%
0.12%
0.12%
0.12%
0.11%
0.11%
0.10%
0.10%
0.09%
0.09%
0.09%
0.09%
0.09%
0.09%
0.08%
0.08%
0.08%
0.08%
0.07%
0.07%
0.07%
0.07%
0.07%
0.07%
0.07%
0.06%
0.06%
0.05%
0.05%
0.05%
0.04%
0.03%
0.03%
0.03%
0.01%
TAIWAN
JAPAN
SOUTH
KOREA
HONG
KONG
CHINA
THAILAND
AVERAGE
U.S.A.
MALAYSIA
AUSTRALIA
SINGAPORE
NEW
ZEALAND
VIETNAM
CANADA
U.K.
SAUDI
ARABIA
PHILIPPINES
NORWAY
CHILE
SWEDEN
AUSTRIA
GERMANY
SWITZERLAND
DENMARK
U.A.E.
TURKEY
NETHERLANDS
FRANCE
CZECHIA
ISRAEL
BRAZIL
GREECE
PORTUGAL
POLAND
ROMANIA
BELGIUM
SOUTH
AFRICA
SPAIN
ITALY
MEXICO
INDONESIA
IRELAND
EGYPT
RUSSIA
ARGENTINA
INDIA
SOURCES: KEPIOS ANALYSIS; DATA.AI INTELLIGENCE (SEE DATA.AI FOR MORE DETAILS); IMF. NOTES: FIGURES BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE,
AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022, COMPARED WITH THE LATEST VALUES (UP TO 2022) FOR GDP (CURRENT USD VALUES) PUBLISHED BY THE IMF. “CONSUMER
SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. “AVERAGE” FIGURE BASED ON VALUES
FOR THE TOP 50 MOBILE MARKETS BY TOTAL ANNUAL CONSUMER SPEND, COMPARED WITH THE SUM OF GDP VALUES FOR THOSE SAME COUNTRIES.
GLOBAL OVERVIEW
THE TOTAL AMOUNT SPENT BY CONSUMERS ON MOBILE APPS BETWEEN JANUARY AND DECEMBER 2022 AS A PERCENTAGE OF GDP
CONSUMER SPEND ON MOBILE APPS vs. GDP
JAN
2023
DATAREPORTAL

345
01 GAMES
02 ENTERTAINMENT
03 PHOTO & VIDEO
04 SOCIAL NETWORKING
05 LIFESTYLE
06 BOOKS
07 MUSIC
08 HEALTH & FITNESS
09 EDUCATION
10 PRODUCTIVITY
01 GAMES
02 UTILITIES
03 ENTERTAINMENT
04 PHOTO & VIDEO
05 SHOPPING
06 SOCIAL NETWORKING
07 FINANCE
08 LIFESTYLE
09 PRODUCTIVITY
10 EDUCATION
01 GAMES
02 ENTERTAINMENT
03 SOCIAL
04 PRODUCTIVITY
05 DATING
06 HEALTH & FITNESS
07 SPORTS
08 COMICS
09 BOOKS & REFERENCE
10 LIFETSYLE
01 GAMES
02 TOOLS
03 ENTERTAINMENT
04 FINANCE
05 SOCIAL
06 COMMUNICATION
07 SHOPPING
08 VIDEO PLAYERS & EDITORS
09 PRODUCTIVITY
10 MUSIC & AUDIO
# APP CATEGORY # APP CATEGORY
# APP CATEGORY # APP CATEGORY
GOOGLE PLAY: DOWNLOADS IOS APP STORE: DOWNLOADS
GOOGLE PLAY: CONSUMER SPEND IOS APP STORE: CONSUMER SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: RANKINGS BASED ON USER ACTIVITY BETWEEN JANUARY AND DECEMBER 2022. COMPARABILITY: CATEGORY DEFINITION
CHANGES. RANKINGS ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST POPULAR MOBILE APP CATEGORIES THROUGHOUT 2022
MOBILE APPS: TOP CATEGORIES BY APP STORE
JAN
2023

346
01 ROBLOX ROBLOX
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 FREE FIRE SEA
04 SUBWAY SURFERS SYBO
05 MINECRAFT POCKET EDITION MICROSOFT
06 LUDO KING GAMETION
07 PUBG MOBILE TENCENT
08 CLASH ROYALE TENCENT
09 POKÉMON GO NIANTIC
10 MOBILE LEGENDS: BANG BANG BYTEDANCE
01 YOUTUBE GOOGLE
02 GOOGLE GOOGLE
03 GOOGLE CHROME GOOGLE
04 FACEBOOK META
05 WHATSAPP META
06 GOOGLE MAPS GOOGLE
07 GMAIL GOOGLE
08 INSTAGRAM META
09 FACEBOOK MESSENGER META
10 GOOGLE DRIVE GOOGLE
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: DOES NOT INCLUDE DATA FOR CHINA. RANKINGS BASED ON AVERAGE COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND
ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022. COMPARABILITY: RANKINGS NOW INCLUDE PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). VERSIONS
OF THIS CHART THAT APPEARED IN PREVIOUS REPORTS DID NOT INCLUDE PRE-INSTALLED APPS, SO RANKINGS ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: MONTHLY ACTIVE USERS
JAN
2023

347
01 SUBWAY SURFERS SYBO
02 FREE FIRE SEA
03 LUDO KING GAMETION
04 STUMBLE GUYS KITKA GAMES
06 ROBLOX ROBLOX
07 BRIDGE RACE UNITY TECHNOLOGIES
08 RACE MASTER SAYGAMES
09 MY TALKING TOM 2 JINKE CULTURE – OUTFIT7
10 8 BALL POOL TENCENT
01 INSTAGRAM META
02 TIKTOK1
BYTEDANCE
03 FACEBOOK META
04 WHATSAPP META
05 SNAPCHAT SNAP
06 TELEGRAM TELEGRAM
07 CAPCUT BYTEDANCE
08 FACEBOOK MESSENGER META
09 WHATSAPP BUSINESS META
10 SPOTIFY SPOTIFY
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
JANUARY AND DECEMBER 2022. 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 JANUARY AND DECEMBER 2022
APP RANKING: DOWNLOADS
JAN
2023

348
11 PHILIPPINES 3,275,000,000 +8%
12 EGYPT 2,646,000,000 0%
13 BANGLADESH 2,545,000,000 [N/A]
14 JAPAN 2,432,000,000 -5%
15 THAILAND 2,266,000,000 -7%
16 GERMANY 2,242,000,000 +1%
17 UNITED KINGDOM 2,210,000,000 -1%
18 FRANCE 2,133,000,000 +3%
19 IRAQ 1,960,000,000 [N/A]
20 COLOMBIA 1,891,000,000 +5%
01 CHINA 111,110,000,000 +13%
02 INDIA 28,887,000,000 +8%
03 UNITED STATES OF AMERICA 12,238,000,000 0%
04 BRAZIL 10,607,000,000 +3%
05 INDONESIA 7,701,000,000 +5%
06 RUSSIA 5,475,000,000 -2%
07 MEXICO 5,080,000,000 +6%
08 TURKEY 3,732,000,000 +5%
09 PAKISTAN 3,523,000,000 +35%
10 VIETNAM 3,488,000,000 +4%
# LOCATION DOWNLOADS ▲YOY # LOCATION DOWNLOADS ▲YOY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY
ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FIGURES IN “▲YOY” COLUMN REPRESENT YEAR-ON-YEAR CHANGE IN TOTAL DOWNLOADS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE GREATEST NUMBER OF MOBILE APP DOWNLOADS BETWEEN JULY AND SEPTEMBER 2022
MOBILE APPS: DOWNLOADS BY LOCATION
JAN
2023

349
01 HONOR OF KINGS TENCENT
02 GENSHIN IMPACT MIHOYO
04 ROBLOX ROBLOX
05 GAME FOR PEACE TENCENT
06 COIN MASTER MOON ACTIVE
07 POKÉMON GO NIANTIC
08 UMA MUSUME PRETTY DERBY CYBERAGENT
09 THREE KINGDOMS TACTICS ALIBABA GROUP
10 LINEAGE W NCSOFT
01 TIKTOK1
BYTEDANCE
02 YOUTUBE GOOGLE
03 TINDER MATCH GROUP
04 DISNEY+ DISNEY
05 HBO MAX WARNER BROS. DISCOVERY
06 GOOGLE ONE GOOGLE
07 PICCOMA KAKAO PICCOMA CORP.
08 BUMBLE APP BUMBLE
09 TENCENT VIDEO TENCENT
10 IQIYI BAIDU
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
JANUARY AND DECEMBER 2022. 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 JANUARY AND DECEMBER 2022
APP RANKING: CONSUMER SPEND
JAN
2023

350
11 BRAZIL $1,370,100,000 +22%
12 HONG KONG $1,287,700,000 +34%
13 SAUDI ARABIA $1,119,500,000 -12%
14 ITALY $1,084,500,000 -4%
15 THAILAND $1,039,300,000 -4%
16 SPAIN $806,200,000 +3%
17 NETHERLANDS $764,100,000 -1%
18 SWITZERLAND $741,600,000 +2%
19 MEXICO $711,400,000 +17%
20 TURKEY $693,700,000 -5%
01 CHINA $58,070,000,000 +2%
02 UNITED STATES OF AMERICA $42,192,200,000 -2%
03 JAPAN $17,772,800,000 -14%
04 SOUTH KOREA $6,287,500,000 -5%
05 UNITED KINGDOM $3,819,100,000 -8%
06 GERMANY $3,708,000,000 -7%
07 TAIWAN $3,603,700,000 +15%
08 CANADA $2,680,100,000 -3%
09 AUSTRALIA $2,390,200,000 +3%
10 FRANCE $2,136,000,000 -5%
# LOCATION TOTAL SPEND ▲YOY # LOCATION TOTAL SPEND ▲YOY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY
ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FIGURES IN “▲YOY” COLUMN REPRESENT YEAR-ON-YEAR CHANGE IN TOTAL CONSUMER SPEND. FIGURES IN THE “TOTAL SPEND” COLUMN
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.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST CONSUMER SPEND ON MOBILE APPS BETWEEN JULY AND SEPTEMBER 2022
MOBILE APPS: CONSUMER SPEND BY LOCATION
JAN
2023

352
57.6% 28.3% 14.2% 23.5% 18.4%
YOY: -1.4% (-80 BPS) YOY: UNCHANGED YOY: -1.4% (-20 BPS) YOY: -4.5% (-110 BPS) YOY: +3.4% (+60 BPS)
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
POINTS).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES
JAN
2023

Get ahead this
year with data and
insights to drive
better decisions
This year:
Shopify is the commerce platform powering millions of businesses across 175+
countries—and trusted by brands like Allbirds, Gymshark, Heinz, Tupperware,
FTD, Netflix, and FIGS. To learn more, go to www.shopify.com.
71%
of brands expect
influencers to play
a bigger role
Marketing
Collabs with influencers and other
brands might just be the strategy to
win new audiences as advertising
costs soar.
73%
of brands are
planning to rely on
external investors
Money
But fears of recession loom large,
souring investor sentiment.
66%
of brands expect
supply chain issues
to get even worse
Supply Chain
Brands are overstocking to add
flexibility to their supply chains.
Read the report
PARTNER CONTENT

354
55.2% 62.4% 38.1% 39.9% 31.7% 38.6% 31.8% 37.0%
71.9% 76.0% 23.6% 25.4% 49.1% 56.4% 8.4% 12.1%
58.8% 39.0% 35.2% 34.5%
74.0% 24.5% 52.8% 10.2%
MADE A DIGITAL
PAYMENT (PAST YEAR)
MADE A PURCHASE USING A MOBILE
PHONE OR THE INTERNET (PAST YEAR)
USED A MOBILE PHONE OR THE
INTERNET TO SEND MONEY (PAST YEAR)
USED A MOBILE PHONE OR THE
INTERNET TO PAY BILLS (PAST YEAR)
ACCOUNT WITH A
FINANCIAL INSTITUTION
CREDIT CARD
OWNERSHIP
DEBIT CARD
OWNERSHIP
MOBILE MONEY ACCOUNT
(E.G. MPESA, GCASH)
SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE,
NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND
TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE
FINANCIAL INCLUSION FACTORS
JAN
2023

355
66.8%
65.6%
64.6%
64.5%
62.7%
62.6%
62.3%
62.3%
61.9%
61.3%
61.0%
61.0%
60.7%
60.3%
60.1%
59.5%
59.2%
57.8%
57.6%
57.5%
54.3%
53.7%
53.7%
53.4%
53.4%
53.3%
53.1%
52.4%
51.4%
51.4%
51.1%
50.0%
49.6%
49.3%
48.9%
48.1%
47.7%
47.1%
45.1%
44.8%
44.7%
44.6%
44.0%
43.7%
43.0%
41.6%
41.2%
38.1%
37.4%
28.1%
24.4%
THAILAND
SOUTH
KOREA
TURKEY
MEXICO
CHILE
INDONESIA
INDIA
U.A.E.
CHINA
MALAYSIA
PHILIPPINES
SINGAPORE
VIETNAM
TAIWAN
POLAND
U.K.
BRAZIL
GREECE
WORLDWIDE
U.S.A.
CZECHIA
FRANCE
SPAIN
AUSTRALIA
IRELAND
SAUDI
ARABIA
ARGENTINA
NIGERIA
COLOMBIA
NETHERLANDS
CANADA
HONG
KONG
NORWAY
NEW
ZEALAND
SWEDEN
ISRAEL
SOUTH
AFRICA
ITALY
SWITZERLAND
PORTUGAL
RUSSIA
DENMARK
ROMANIA
BELGIUM
GERMANY
JAPAN
AUSTRIA
EGYPT
KENYA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
JAN
2023
DATAREPORTAL

356
55.8%
63.0% 62.7%
57.9%
53.8%
51.7%
58.9% 59.3%
55.8%
53.4%
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 BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
JAN
2023
DATAREPORTAL

357
44.3%
37.7%
37.7%
37.7%
37.5%
37.0%
36.8%
36.8%
35.3%
34.4%
33.8%
33.0%
32.4%
32.2%
32.1%
31.8%
31.1%
30.9%
30.1%
29.3%
29.3%
29.0%
28.4%
28.0%
27.6%
27.3%
27.1%
27.1%
26.6%
26.5%
26.3%
26.2%
26.1%
25.1%
25.1%
24.9%
24.4%
24.0%
23.4%
22.4%
22.4%
22.1%
20.6%
20.4%
19.8%
19.4%
18.4%
17.1%
13.0%
8.3%
4.8%
SOUTH
KOREA
CHILE
MALAYSIA
TAIWAN
PHILIPPINES
MEXICO
INDONESIA
TURKEY
SINGAPORE
VIETNAM
POLAND
GREECE
U.A.E.
U.S.A.
BRAZIL
THAILAND
ARGENTINA
CHINA
COLOMBIA
WORLDWIDE
U.K.
SOUTH
AFRICA
SPAIN
HONG
KONG
SAUDI
ARABIA
NETHERLANDS
CZECHIA
IRELAND
RUSSIA
INDIA
FRANCE
CANADA
SWEDEN
AUSTRALIA
NEW
ZEALAND
ISRAEL
PORTUGAL
ROMANIA
ITALY
NORWAY
SWITZERLAND
GERMANY
AUSTRIA
DENMARK
BELGIUM
JAPAN
KENYA
EGYPT
NIGERIA
GHANA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK VIA A MOBILE PHONE
WEEKLY MOBILE COMMERCE PURCHASES
JAN
2023
DATAREPORTAL

358
27.5%
33.7%
35.6%
30.4%
23.8%
24.1%
28.9%
31.1%
28.1%
25.9%
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 BUY SOMETHING ONLINE EACH WEEK VIA A MOBILE PHONE
WEEKLY MOBILE COMMERCE PURCHASES
JAN
2023
DATAREPORTAL

359
MOBILE:
67.5%
MOBILE:
62.5%
MOBILE:
61.5%
MOBILE:
61.5%
MOBILE:
60.8%
MOBILE:
60.1%
MOBILE:
59.5%
MOBILE:
58.8%
MOBILE:
58.6%
MOBILE:
58.6%
MOBILE:
57.9%
MOBILE:
57.4%
MOBILE:
57.1%
MOBILE:
57.0%
MOBILE:
56.7%
MOBILE:
56.2%
MOBILE:
56.0%
MOBILE:
56.0%
MOBILE:
54.5%
MOBILE:
54.5%
MOBILE:
54.2%
MOBILE:
53.4%
MOBILE:
53.1%
MOBILE:
52.9%
MOBILE:
52.0%
MOBILE:
51.8%
MOBILE:
51.8%
MOBILE:
51.4%
MOBILE:
51.3%
MOBILE:
50.9%
MOBILE:
50.9%
MOBILE:
50.7%
MOBILE:
50.0%
MOBILE:
49.9%
MOBILE:
49.9%
MOBILE:
49.7%
MOBILE:
49.7%
MOBILE:
49.2%
MOBILE:
49.2%
MOBILE:
49.0%
MOBILE:
47.6%
MOBILE:
47.0%
MOBILE:
46.6%
MOBILE:
45.7%
MOBILE:
45.3%
MOBILE:
45.2%
MOBILE:
44.9%
MOBILE:
42.5%
MOBILE:
34.0%
MOBILE:
24.8%
MOB:
17.1%
NO
MOBILE:
32.5%
NO
MOBILE:
37.5%
NO
MOBILE:
38.5%
NO
MOBILE:
38.5%
NO
MOBILE:
39.2%
NO
MOBILE:
39.9%
NO
MOBILE:
40.5%
NO
MOBILE:
41.2%
NO
MOBILE:
41.4%
NO
MOBILE:
41.4%
NO
MOBILE:
42.1%
NO
MOBILE:
42.6%
NO
MOBILE:
42.9%
NO
MOBILE:
43.0%
NO
MOBILE:
43.3%
NO
MOBILE:
43.8%
NO
MOBILE:
44.0%
NO
MOBILE:
44.0%
NO
MOBILE:
45.5%
NO
MOBILE:
45.5%
NO
MOBILE:
45.8%
NO
MOBILE:
46.6%
NO
MOBILE:
46.9%
NO
MOBILE:
47.1%
NO
MOBILE:
48.0%
NO
MOBILE:
48.2%
NO
MOBILE:
48.2%
NO
MOBILE:
48.6%
NO
MOBILE:
48.7%
NO
MOBILE:
49.1%
NO
MOBILE:
49.1%
NO
MOBILE:
49.3%
NO
MOBILE:
50.0%
NO
MOBILE:
50.1%
NO
MOBILE:
50.1%
NO
MOBILE:
50.3%
NO
MOBILE:
50.3%
NO
MOBILE:
50.8%
NO
MOBILE:
50.8%
NO
MOBILE:
51.0%
NO
MOBILE:
52.4%
NO
MOBILE:
53.0%
NO
MOBILE:
53.4%
NO
MOBILE:
54.3%
NO
MOBILE:
54.7%
NO
MOBILE:
54.8%
NO
MOBILE:
55.1%
NO
MOBILE:
57.5%
NO
MOBILE:
66.0%
NO
MOBILE:
75.2%
NO
MOBILE:
82.9%
SOUTH
KOREA
TAIWAN
MALAYSIA
PHILIPPINES
SOUTH
AFRICA
CHILE
RUSSIA
INDONESIA
ARGENTINA
COLOMBIA
SINGAPORE
MEXICO
GREECE
TURKEY
VIETNAM
POLAND
HONG
KONG
U.S.A.
ROMANIA
PORTUGAL
BRAZIL
SWEDEN
NETHERLANDS
SPAIN
U.A.E.
SAUDI
ARABIA
ISRAEL
GERMANY
CANADA
NEW
ZEALAND
WORLDWIDE
IRELAND
AUSTRIA
CHINA
CZECHIA
ITALY
SWITZERLAND
U.K.
KENYA
FRANCE
THAILAND
AUSTRALIA
JAPAN
DENMARK
BELGIUM
NORWAY
EGYPT
INDIA
GHANA
NIGERIA
MOROCCO
SOURCE: GWI (Q3 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: FIGURES REPRESENT SHARE OF INTERNET USERS WHO MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK. FIGURES FOR “MOBILE”
REPRESENT THE PERCENTAGE OF INTERNET USERS WHO SAY THAT THEY MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK VIA A MOBILE PHONE. FIGURES FOR “NO MOBILE” REPRESENT THE
SHARE OF INTERNET USERS WHO SAY THAT THEY MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK, BUT DID NOT SAY THAT THEY MADE AN ONLINE PURCHASE VIA A MOBILE PHONE. ADVISORY:
RESPONDENTS ONLY NEED TO HAVE MADE ONE PURCHASE VIA A MOBILE PHONE TO APPEAR IN THE VALUES FOR “MOBILE”, EVEN IF THEY MADE ADDITIONAL PURCHASES VIA OTHER DEVICES.
GLOBAL OVERVIEW
PERCENTAGE OF ONLINE SHOPPERS AGED 16 TO 64 WHO USE A MOBILE PHONE TO MAKE AT LEAST ONE OF THEIR ONLINE PURCHASES EACH WEEK
USE OF MOBILES TO MAKE ONLINE PURCHASES
JAN
2023
DATAREPORTAL

360
MOBILE:
49.3%
MOBILE:
46.6%
MOBILE:
53.5%
MOBILE:
49.1%
MOBILE:
56.8%
MOBILE:
52.4%
MOBILE:
52.5%
MOBILE:
50.4%
MOBILE:
44.2%
MOBILE:
48.5%
NO
MOBILE:
50.7%
NO
MOBILE:
53.4%
NO
MOBILE:
46.5%
NO
MOBILE:
50.9%
NO
MOBILE:
43.2%
NO
MOBILE:
47.6%
NO
MOBILE:
47.5%
NO
MOBILE:
49.6%
NO
MOBILE:
55.8%
NO
MOBILE:
51.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: FIGURES REPRESENT SHARE OF INTERNET USERS WHO MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK. FIGURES FOR “MOBILE”
REPRESENT THE PERCENTAGE OF INTERNET USERS WHO SAY THAT THEY MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK VIA A MOBILE PHONE. FIGURES FOR “NO MOBILE” REPRESENT THE
SHARE OF INTERNET USERS WHO SAY THAT THEY MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK, BUT DID NOT SAY THAT THEY MADE AN ONLINE PURCHASE VIA A MOBILE PHONE. ADVISORY:
RESPONDENTS ONLY NEED TO HAVE MADE ONE PURCHASE VIA A MOBILE PHONE TO APPEAR IN THE VALUES FOR “MOBILE”, EVEN IF THEY MADE ADDITIONAL PURCHASES VIA OTHER DEVICES.
GLOBAL OVERVIEW
PERCENTAGE OF ONLINE SHOPPERS WHO USE A MOBILE PHONE TO MAKE AT LEAST ONE OF THEIR ONLINE PURCHASES EACH WEEK
USE OF MOBILES TO MAKE ONLINE PURCHASES
JAN
2023
DATAREPORTAL

361
49.4%
37.9%
31.6%
30.4%
28.2%
27.6%
24.6%
21.9%
19.5%
18.1%
17.1%
14.8%
14.4%
14.3%
13.7%
13.0%
12.5%
FREE DELIVERY
COUPONS AND DISCOUNTS
REVIEWS FROM OTHER CUSTOMERS
EASY RETURNS POLICY
QUICK AND EASY ONLINE CHECKOUT PROCESS
NEXT-DAY DELIVERY
LOYALTY POINTS
LOTS OF “LIKES” OR GOOD COMMENTS ON SOCIAL MEDIA
KNOWING THE PRODUCT OR COMPANY IS ECO-FRIENDLY
ABILITY TO SPREAD PAYMENTS OVER TIME, INTEREST-FREE
ABILITY TO PAY WITH CASH ON DELIVERY
CLICK AND COLLECT DELIVERY
“GUEST” CHECKOUT (NO SIGN-IN REQUIRED)
EXCLUSIVE CONTENT OR SERVICES
LIVE-CHAT BOX TO SPEAK TO THE COMPANY
ENTRY INTO COMPETITIONS
“BUY” BUTTONS ON SOCIAL NETWORKS
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
JAN
2023
DATAREPORTAL

362
4.11 $3.59 $873 59.8% 17.1%
BILLION TRILLION
+8.3% (+315 MILLION) -6.5% (-$250 BILLION) -13.7% (-$138) +1.2% (+71 BPS) +4.4% (+72 BPS)
NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA ONLINE
CHANNELS IN 2022
ESTIMATED TOTAL
ANNUAL SPEND ON
ONLINE CONSUMER GOODS
PURCHASES (USD, 2022)
AVERAGE ANNUAL
REVENUE PER CONSUMER
GOODS ECOMMERCE
USER (USD, 2022)
SHARE OF 2022 CONSUMER
GOODS ECOMMERCE SPEND
ATTRIBUTABLE TO PURCHASES
MADE VIA MOBILE PHONES
2022 ONLINE PURCHASES vs.
TOTAL CONSUMER GOODS
PURCHASE VALUE ACROSS
ALL RETAIL CHANNELS
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER
HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE
PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY)
OVERVIEW OF CONSUMER GOODS ECOMMERCE
JAN
2023

363
6.31%
6.24%
6.06%
5.13%
4.46%
4.34%
4.21%
3.61%
3.60%
3.53%
3.10%
3.01%
2.91%
2.87%
2.80%
2.79%
2.73%
2.67%
2.63%
2.59%
2.55%
2.54%
2.45%
2.41%
2.34%
2.32%
2.30%
2.29%
2.26%
2.09%
2.09%
2.05%
2.01%
1.97%
1.96%
1.89%
1.87%
1.72%
1.71%
1.66%
1.63%
1.51%
1.46%
1.46%
1.32%
1.31%
1.29%
1.29%
1.14%
1.03%
0.92%
CHINA
SOUTH
KOREA
HONG
KONG
U.K.
PHILIPPINES
INDONESIA
JAPAN
U.S.A.
THAILAND
WORLDWIDE
VIETNAM
FRANCE
NETHERLANDS
GERMANY
KENYA
CHILE
COLOMBIA
MEXICO
CANADA
AUSTRIA
INDIA
SWEDEN
TURKEY
DENMARK
NEW
ZEALAND
SPAIN
U.A.E.
AUSTRALIA
ITALY
MALAYSIA
BRAZIL
NORWAY
CZECHIA
PORTUGAL
POLAND
SWITZERLAND
ROMANIA
SOUTH
AFRICA
GREECE
TAIWAN
BELGIUM
SINGAPORE
EGYPT
ARGENTINA
ISRAEL
NIGERIA
IRELAND
RUSSIA
MOROCCO
SAUDI
ARABIA
GHANA
SOURCES: STATISTA DIGITAL MARKET OUTLOOK; IMF. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF TOTAL FULL-YEAR SPEND ON ONLINE CONSUMER GOODS PURCHASES
FOR 2022 IN U.S. DOLLARS, COMPARED WITH THE LATEST VALUES FOR GDP IN CURRENT U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY,
CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE
WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ESTIMATED FULL-YEAR 2022 SPEND ON CONSUMER GOODS ECOMMERCE AS A PERCENTAGE OF GDP (CURRENT USD)
ONLINE CONSUMER GOODS SPEND vs. GDP
JAN
2023
DATAREPORTAL

364
$3,828
$3,374
$2,940
$2,741
$2,382
$2,299
$2,226
$2,134
$2,033
$2,011
$1,956
$1,881
$1,828
$1,824
$1,788
$1,751
$1,719
$1,668
$1,654
$1,560
$1,212
$1,209
$1,104
$1,009
$948
$930
$873
$747
$684
$664
$647
$593
$581
$576
$491
$474
$474
$403
$379
$357
$340
$320
$313
$258
$222
$142
$123
$119
$110
$78
$73
HONG
KONG
U.S.A.
U.K.
SOUTH
KOREA
SWITZERLAND
NORWAY
DENMARK
NETHERLANDS
AUSTRALIA
CANADA
SWEDEN
JAPAN
SINGAPORE
AUSTRIA
NEW
ZEALAND
IRELAND
GERMANY
FRANCE
U.A.E.
ISRAEL
ITALY
BELGIUM
CHINA
SPAIN
CZECHIA
PORTUGAL
WORLDWIDE
TAIWAN
CHILE
GREECE
POLAND
MEXICO
MALAYSIA
ROMANIA
THAILAND
SAUDI
ARABIA
TURKEY
RUSSIA
PHILIPPINES
COLOMBIA
ARGENTINA
BRAZIL
INDONESIA
SOUTH
AFRICA
VIETNAM
KENYA
EGYPT
INDIA
MOROCCO
GHANA
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE FULL-YEAR SPEND PER ONLINE CONSUMER GOODS SHOPPER FOR
2022 IN U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES,
AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 ONLINE REVENUE PER CONSUMER GOODS ECOMMERCE USER (U.S. DOLLARS)
CONSUMER GOODS ECOMMERCE ARPU
JAN
2023
DATAREPORTAL

365
10.54%
8.51%
8.16%
7.70%
6.67%
6.51%
6.43%
6.29%
6.21%
5.47%
5.42%
5.37%
5.34%
4.84%
4.76%
4.49%
4.43%
4.38%
3.94%
3.82%
3.79%
3.78%
3.73%
3.69%
3.61%
3.59%
3.55%
3.54%
3.50%
3.47%
3.46%
3.46%
3.40%
3.39%
3.37%
3.31%
3.18%
3.13%
3.06%
2.83%
2.82%
2.75%
2.73%
2.58%
2.50%
2.48%
2.39%
2.30%
2.10%
1.71%
1.70%
PHILIPPINES
CHINA
SOUTH
KOREA
HONG
KONG
INDONESIA
WORLDWIDE
THAILAND
KENYA
U.K.
JAPAN
MEXICO
COLOMBIA
VIETNAM
INDIA
TURKEY
U.S.A.
MALAYSIA
CHILE
FRANCE
SOUTH
AFRICA
NETHERLANDS
NEW
ZEALAND
PORTUGAL
ROMANIA
BRAZIL
ITALY
GERMANY
CANADA
AUSTRIA
SWEDEN
U.A.E.
SPAIN
POLAND
DENMARK
CZECHIA
GHANA
GREECE
NIGERIA
AUSTRALIA
MOROCCO
ISRAEL
RUSSIA
EGYPT
SWITZERLAND
ARGENTINA
NORWAY
BELGIUM
SINGAPORE
TAIWAN
IRELAND
SAUDI
ARABIA
SOURCES: STATISTA DIGITAL MARKET OUTLOOK; IMF. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE FULL-YEAR SPEND PER ONLINE CONSUMER GOODS SHOPPER
FOR 2022 IN U.S. DOLLARS, COMPARED WITH THE LATEST VALUES FOR GDP PER CAPITA IN CURRENT U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY,
BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 ONLINE REVENUE PER CONSUMER GOODS ECOMMERCE USER AS A PERCENTAGE OF GDP PER CAPITA (CURRENT USD)
CONSUMER GOODS ARPU vs. GDP PER CAPITA
JAN
2023
DATAREPORTAL

366
$368.2 $244.0 $207.9 $143.8
-1.7% (-$6.3 BILLION) +6.9% (+$16 BILLION) +0.5% (+$1.1 BILLION) -7.2% (-$11 BILLION)
$871.2 $765.7 $601.7 $387.7
-2.4% (-$21 BILLION) -17.1% (-$158 BILLION) -2.7% (-$17 BILLION) -12.3% (-$54 BILLION)
PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA
FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT
INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022)
ECOMMERCE: CONSUMER GOODS CATEGORIES
JAN
2023

367
01 AMAZON AMAZON
02 SHOPEE SEA
03 FLIPKART FLIPKART
04 ALIEXPRESS ALIBABA
05 LAZADA ALIBABA
06 MERCADOLIBRE MERCADOLIBRE
07 SHEIN SHEIN
08 MEESHO MEESHO
09 EBAY EBAY
10 MYNTRA WALMART
11 WALMART WALMART
12 DARAZ ALIBABA
13 TOKOPEDIA GOTO GROUP
14 AVITO KISMET CAPITAL GROUP
15 WISH CONTEXTLOGIC
16 LIDL PLUS LIDL
17 AJIO SHOPPING APP RELIANCE INDUSTRIES
18 OZON OZON
19 WILDBERRIES WILDBERRIES
20 OLX NASPERS
# SHOPPING APP COMPANY # SHOPPING APP COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: ONLY INCLUDES MOBILE APPS WHICH FOCUS PRIMARILY ON PROVIDING ONLINE SHOPPING SERVICES. 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
JANUARY AND DECEMBER 2022, EXCLUDING CHINA.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS IN THE SHOPPING CATEGORY, BASED ON GLOBAL ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022
MOST USED MOBILE SHOPPING APPS
JAN
2023

368
45.2%
45.2%
43.4%
38.1%
37.0%
37.0%
35.0%
32.7%
32.1%
30.5%
29.3%
29.0%
28.7%
28.6%
28.6%
28.3%
27.6%
27.0%
26.2%
26.1%
24.6%
24.3%
24.0%
23.8%
23.3%
23.1%
23.1%
20.7%
19.8%
19.3%
19.2%
18.7%
18.0%
17.8%
17.0%
16.7%
16.4%
16.2%
16.1%
15.3%
14.7%
14.5%
14.1%
14.1%
13.7%
13.3%
13.1%
12.6%
12.1%
10.0%
8.8%
SOUTH
KOREA
THAILAND
TURKEY
INDONESIA
MEXICO
U.A.E.
INDIA
CHILE
GREECE
CHINA
TAIWAN
SINGAPORE
MALAYSIA
NIGERIA
SAUDI
ARABIA
WORLDWIDE
BRAZIL
VIETNAM
U.K.
COLOMBIA
ARGENTINA
U.S.A.
AUSTRALIA
HONG
KONG
FRANCE
PHILIPPINES
SOUTH
AFRICA
ISRAEL
NETHERLANDS
SPAIN
NEW
ZEALAND
EGYPT
POLAND
CANADA
IRELAND
SWITZERLAND
ROMANIA
SWEDEN
GERMANY
CZECHIA
RUSSIA
BELGIUM
AUSTRIA
DENMARK
JAPAN
PORTUGAL
KENYA
NORWAY
ITALY
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
JAN
2023
DATAREPORTAL

369
27.0%
33.4% 32.4%
28.7%
24.2%
24.2%
29.5% 29.3%
25.8%
23.2%
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
JAN
2023
DATAREPORTAL

370
1.25 +6.5% $460.4 +7.3% $368
BILLION +76 MILLION BILLION +$31 BILLION YOY: -2.2%
NUMBER OF PEOPLE
ORDERING GROCERIES
VIA ONLINE PLATFORMS
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF PEOPLE
BUYING GROCERIES ONLINE
TOTAL ANNUAL VALUE
OF ONLINE GROCERY
ORDERS (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF ONLINE
GROCERY ORDERS
AVERAGE ANNUAL VALUE
OF ONLINE GROCERY
ORDERS PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES QUICK COMMERCE AND MEAL RECIPE KITS (E.G. HELLOFRESH). ONLY INCLUDES ORDERS MADE VIA
ONLINE SERVICES, BUT INCLUDES “CLICK-AND-COLLECT” ORDERS WHERE ITEMS ARE PURCHASED ONLINE BUT PICKED UP IN-STORE OR AT A COLLECTION POINT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR
2022 IN U.S. DOLLARS. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS”
VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF ONLINE GROCERY ORDERING AND DELIVERY SERVICES
ONLINE GROCERY SHOPPING OVERVIEW
JAN
2023

371
$1,519
$1,051
$933
$889
$751
$715
$695
$694
$656
$609
$605
$597
$596
$591
$574
$483
$477
$475
$475
$428
$368
$347
$315
$272
$267
$258
$228
$224
$219
$201
$171
$159
$144
$143
$142
$139
$124
$124
$105
$101
$86
$85
$65
$42
$41
$29
$27
$19
$14
$10
$6
HONG
KONG
U.S.A.
AUSTRALIA
DENMARK
U.K.
SWITZERLAND
JAPAN
TAIWAN
NETHERLANDS
NEW
ZEALAND
IRELAND
FRANCE
SOUTH
KOREA
NORWAY
SINGAPORE
CANADA
SWEDEN
SPAIN
ISRAEL
CHINA
WORLDWIDE
AUSTRIA
ITALY
GERMANY
MALAYSIA
RUSSIA
CZECHIA
BELGIUM
U.A.E.
MEXICO
CHILE
SOUTH
AFRICA
THAILAND
PORTUGAL
BRAZIL
INDONESIA
SAUDI
ARABIA
GREECE
INDIA
PHILIPPINES
ROMANIA
VIETNAM
POLAND
GHANA
COLOMBIA
EGYPT
TURKEY
MOROCCO
NIGERIA
KENYA
ARGENTINA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES, BUT INCLUDES “CLICK-AND-COLLECT” ORDERS WHERE
ITEMS ARE PURCHASED ONLINE BUT PICKED UP IN-STORE OR AT A WAREHOUSE COLLECTION POINT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022 IN U.S. DOLLARS. COMPARABILITY: BASE AND
CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 REVENUE PER USER OF ONLINE GROCERY ORDERING SERVICES (U.S. DOLLARS)
ONLINE GROCERY SHOPPING ARPU
JAN
2023
DATAREPORTAL

372
46.6%
42.6%
40.7%
37.7%
37.6%
37.0%
33.5%
33.5%
32.2%
31.5%
31.1%
31.0%
30.9%
30.0%
29.9%
29.1%
28.9%
27.9%
27.1%
25.6%
23.6%
23.5%
22.5%
21.7%
21.1%
21.0%
21.0%
20.9%
19.7%
19.2%
18.4%
17.8%
17.8%
17.5%
16.6%
15.9%
15.7%
15.5%
14.9%
14.4%
11.4%
11.1%
9.7%
9.0%
8.9%
8.3%
8.0%
7.0%
6.5%
6.1%
1.0%
GREECE
SOUTH
AFRICA
MEXICO
COLOMBIA
CHILE
CHINA
TAIWAN
THAILAND
IRELAND
ARGENTINA
TURKEY
NEW
ZEALAND
HONG
KONG
U.K.
POLAND
SAUDI
ARABIA
SPAIN
BRAZIL
ISRAEL
AUSTRALIA
WORLDWIDE
NETHERLANDS
U.A.E.
SWEDEN
DENMARK
MALAYSIA
ROMANIA
VIETNAM
PORTUGAL
NIGERIA
ITALY
BELGIUM
SINGAPORE
INDIA
NORWAY
SWITZERLAND
PHILIPPINES
EGYPT
FRANCE
CZECHIA
GHANA
RUSSIA
CANADA
AUSTRIA
KENYA
MOROCCO
GERMANY
JAPAN
INDONESIA
U.S.A.
SOUTH
KOREA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE WEBSITES AND MOBILE APPS TO ORDER FOOD TAKEAWAY OR DELIVERY EACH MONTH
USE OF ONLINE MEAL DELIVERY SERVICES
JAN
2023
DATAREPORTAL

373
23.8%
29.6%
28.5%
21.9%
14.3%
19.5%
25.5% 26.1%
20.3%
15.1%
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 WEBSITES AND MOBILE APPS TO ORDER FOOD TAKEAWAY OR DELIVERY EACH MONTH
USE OF ONLINE MEAL DELIVERY SERVICES
JAN
2023
DATAREPORTAL

374
1.85 +8.6% $304.8 +6.2% $165
BILLION +146 MILLION BILLION +$18 BILLION YOY: -2.2%
NUMBER OF PEOPLE
ORDERING FOOD DELIVERY
VIA ONLINE PLATFORMS
THE NUMBER OF ONLINE
FOOD DELIVERY USERS
TOTAL ANNUAL VALUE OF
ONLINE FOOD DELIVERY
ORDERS (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF ONLINE
FOOD DELIVERY ORDERS
OF ONLINE FOOD DELIVERY
ORDERS PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS
THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN
U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES
ONLINE MEAL DELIVERY OVERVIEW
JAN
2023

375
$680
$617
$506
$427
$387
$380
$311
$292
$277
$268
$265
$236
$204
$199
$199
$186
$184
$174
$165
$152
$132
$129
$121
$106
$104
$103
$87
$86
$80
$79
$75
$68
$67
$61
$60
$56
$54
$51
$50
$48
$46
$40
$40
$40
$34
$33
$30
$27
$20
$15
$11
SOUTH
KOREA
SAUDI
ARABIA
U.A.E.
U.K.
U.S.A.
CANADA
TAIWAN
NETHERLANDS
HONG
KONG
GERMANY
AUSTRALIA
NEW
ZEALAND
SINGAPORE
CHINA
DENMARK
IRELAND
AUSTRIA
JAPAN
WORLDWIDE
BELGIUM
FRANCE
SWITZERLAND
NORWAY
SWEDEN
SPAIN
ISRAEL
CZECHIA
THAILAND
GREECE
ITALY
PORTUGAL
MEXICO
POLAND
RUSSIA
INDONESIA
SOUTH
AFRICA
MOROCCO
MALAYSIA
BRAZIL
EGYPT
CHILE
NIGERIA
COLOMBIA
INDIA
ROMANIA
VIETNAM
PHILIPPINES
KENYA
GHANA
ARGENTINA
TURKEY
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS
THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES OF THE AVERAGE ANNUAL SPEND FOR USERS OF ONLINE MEAL DELIVERY SERVICES FOR FULL-YEAR 2022. VALUES ARE IN U.S. DOLLARS.
COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 REVENUE PER USER OF ONLINE FOOD DELIVERY SERVICES (U.S. DOLLARS)
ONLINE MEAL DELIVERY ARPU
JAN
2023
DATAREPORTAL

376
$269.1 $148.4 $58.11 $4.17
+69.5% (+$110 BILLION) +44.2% (+$45 BILLION) +47.1% (+$19 BILLION) +38.2% (+$1.2 BILLION)
$361.4 $68.67 $53.90 $8.66
+78.9% (+$159 BILLION) +58.4% (+$25 BILLION) +17.1% (+$7.9 BILLION) +64.3% (+$3.4 BILLION)
HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES
FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN
U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS,
FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022)
ONLINE TRAVEL AND TOURISM
JAN
2023

377
55.6%
52.8%
49.7%
45.0%
41.2%
37.8%
35.5%
31.2%
31.0%
30.1%
29.4%
29.0%
27.1%
26.7%
26.3%
25.6%
25.1%
24.7%
24.1%
23.1%
22.6%
21.5%
20.8%
19.7%
19.6%
19.3%
18.5%
17.5%
17.4%
17.4%
16.5%
15.5%
14.8%
14.1%
14.1%
12.7%
12.4%
12.3%
10.6%
9.4%
9.4%
9.4%
9.3%
9.1%
8.8%
8.7%
8.5%
8.5%
8.0%
6.3%
4.3%
BRAZIL
MEXICO
CHILE
INDIA
SOUTH
AFRICA
COLOMBIA
EGYPT
CHINA
U.A.E.
SAUDI
ARABIA
KENYA
WORLDWIDE
AUSTRALIA
SINGAPORE
CANADA
PORTUGAL
ARGENTINA
VIETNAM
U.S.A.
NEW
ZEALAND
HONG
KONG
ROMANIA
RUSSIA
POLAND
U.K.
INDONESIA
TAIWAN
IRELAND
MALAYSIA
SPAIN
NIGERIA
GHANA
TURKEY
FRANCE
SWITZERLAND
SWEDEN
NORWAY
PHILIPPINES
AUSTRIA
GREECE
NETHERLANDS
THAILAND
GERMANY
ISRAEL
CZECHIA
SOUTH
KOREA
BELGIUM
DENMARK
ITALY
MOROCCO
JAPAN
SOURCE: GWI (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: IN THIS CONTEXT, “ONLINE MOBILITY
SERVICES” INCLUDE APPS, WEBSITES, AND SOFTWARE THAT ENABLE USERS TO BOOK TAXIS, RIDE-HAILING, OR RIDE-SHARE SERVICES, OR TO RENT BIKES OR SCOOTERS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE MOBILITY SERVICES EACH MONTH
USE OF ONLINE MOBILITY SERVICES
JAN
2023
DATAREPORTAL

378
31.1%
35.2%
30.5%
23.1%
16.6%
28.8%
34.5%
30.3%
24.6%
18.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: IN THIS CONTEXT, “ONLINE MOBILITY
SERVICES” INCLUDE APPS, WEBSITES, AND SOFTWARE THAT ENABLE USERS TO BOOK TAXIS, RIDE-HAILING, OR RIDE-SHARE SERVICES, OR TO RENT BIKES OR SCOOTERS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE ONLINE MOBILITY SERVICES EACH MONTH
USE OF ONLINE MOBILITY SERVICES
JAN
2023
DATAREPORTAL

379
35.0%
31.0%
28.6%
27.5%
27.3%
27.0%
26.7%
26.1%
26.1%
26.0%
25.9%
25.5%
25.5%
25.3%
24.8%
24.3%
24.1%
23.8%
23.6%
23.6%
23.2%
22.8%
22.6%
22.1%
22.0%
21.9%
21.4%
21.1%
20.9%
20.8%
20.8%
20.7%
20.6%
20.2%
20.2%
19.9%
19.7%
19.7%
19.2%
19.2%
19.1%
18.4%
18.1%
17.6%
17.6%
16.6%
16.3%
15.3%
13.1%
11.8%
11.3%
NIGERIA
BRAZIL
INDIA
SOUTH
AFRICA
VIETNAM
U.A.E.
GREECE
CHILE
PHILIPPINES
MEXICO
COLOMBIA
SAUDI
ARABIA
SWEDEN
CHINA
POLAND
AUSTRIA
WORLDWIDE
GERMANY
IRELAND
TURKEY
SINGAPORE
SWITZERLAND
MALAYSIA
NORWAY
U.S.A.
KENYA
PORTUGAL
THAILAND
SOUTH
KOREA
GHANA
INDONESIA
ARGENTINA
SPAIN
DENMARK
TAIWAN
EGYPT
CANADA
ITALY
NEW
ZEALAND
ROMANIA
AUSTRALIA
U.K.
CZECHIA
HONG
KONG
ISRAEL
BELGIUM
NETHERLANDS
FRANCE
MOROCCO
JAPAN
RUSSIA
SOURCE: GWI (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 INCLUDE PEOPLE WHO USE
FREE ONLINE SERVICES AND APPS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE HEALTH AND FITNESS WEBSITES AND MOBILE APPS EACH MONTH
USE OF ONLINE HEALTH AND FITNESS SERVICES
JAN
2023
DATAREPORTAL

380
23.1%
28.8% 28.4%
25.4%
21.2%
21.5%
24.8%
23.5%
20.4%
19.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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 INCLUDE PEOPLE WHO USE
FREE ONLINE SERVICES AND APPS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE HEALTH AND FITNESS WEBSITES AND MOBILE APPS EACH MONTH
USE OF ONLINE HEALTH AND FITNESS SERVICES
JAN
2023
DATAREPORTAL

381
1.95 +0.3% $64.09 +11.9% $32.82
BILLION +5.5 MILLION BILLION +$6.8 BILLION YOY: +12%
NUMBER OF PEOPLE
USING E-HEALTH
DEVICES AND SERVICES
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF
E-HEALTH USERS
TOTAL ANNUAL VALUE
OF THE E-HEALTH
MARKET (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF THE
E-HEALTH MARKET
AVERAGE ANNUAL
SPEND ON E-HEALTH
PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET,
AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING
HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES
E-HEALTH OVERVIEW
JAN
2023

382
$156.20
$122.50
$120.10
$114.60
$113.90
$111.60
$92.35
$77.01
$76.82
$69.72
$67.41
$65.10
$60.95
$59.94
$58.54
$57.84
$56.20
$54.81
$52.25
$48.99
$46.98
$45.09
$43.19
$42.37
$39.36
$39.36
$39.29
$38.66
$32.82
$32.45
$31.20
$30.36
$28.91
$28.90
$28.63
$26.94
$25.65
$22.65
$21.86
$19.91
$19.35
$18.52
$16.80
$16.28
$15.92
$15.62
$13.79
$11.39
$10.88
$9.83
$9.71
HONG
KONG
ISRAEL
AUSTRALIA
SINGAPORE
SOUTH
KOREA
SWITZERLAND
CANADA
U.S.A.
NORWAY
NEW
ZEALAND
AUSTRIA
NETHERLANDS
BELGIUM
GERMANY
ITALY
DENMARK
GREECE
U.A.E.
U.K.
SWEDEN
FRANCE
SPAIN
PORTUGAL
IRELAND
JAPAN
POLAND
CZECHIA
BRAZIL
WORLDWIDE
TAIWAN
THAILAND
ARGENTINA
ROMANIA
SAUDI
ARABIA
CHINA
MOROCCO
RUSSIA
VIETNAM
EGYPT
MEXICO
MALAYSIA
CHILE
TURKEY
INDONESIA
PHILIPPINES
KENYA
SOUTH
AFRICA
GHANA
NIGERIA
COLOMBIA
INDIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND
ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH;
MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF E-HEALTH DEVICES
AND SERVICES FOR FULL-YEAR 2022 IN U.S. DOLLARS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 REVENUE PER USER OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES (U.S. DOLLARS)
E-HEALTH ARPU
JAN
2023
DATAREPORTAL

383
1.28 +0.3% $81.67 +7.2% $63.71
BILLION +87 MILLION BILLION +$5.5 BILLION YOY: -0.06%
NUMBER OF PEOPLE USING
DIGITAL FITNESS & WELL-
BEING DEVICES AND SERVICES
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF DIGITAL
FITNESS & WELL-BEING USERS
TOTAL ANNUAL VALUE OF
THE DIGITAL FITNESS & WELL-
BEING MARKET (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF THE DIGITAL
FITNESS & WELL-BEING MARKET
AVERAGE ANNUAL SPEND
ON DIGITAL FITNESS & WELL-
BEING PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT
TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING
APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELLBEING DEVICES AND SERVICES
DIGITAL FITNESS & WELL-BEING OVERVIEW
JAN
2023

384
$116.40
$112.40
$106.30
$94.30
$84.26
$83.40
$81.05
$76.62
$76.58
$76.33
$74.67
$74.64
$72.12
$70.92
$68.86
$68.07
$66.93
$66.48
$65.29
$63.71
$62.32
$60.60
$58.35
$52.27
$52.00
$51.62
$50.76
$49.44
$49.13
$48.58
$48.58
$47.26
$42.26
$40.74
$39.80
$38.50
$37.64
$37.06
$36.81
$36.16
$35.73
$35.50
$35.37
$34.85
$33.63
$30.29
$29.47
$29.13
$27.52
$26.24
$23.01
U.S.A.
SWITZERLAND
NEW
ZEALAND
KENYA
SOUTH
KOREA
NETHERLANDS
AUSTRALIA
DENMARK
CHINA
NORWAY
BELGIUM
SINGAPORE
CANADA
U.K.
CZECHIA
JAPAN
FRANCE
SPAIN
ITALY
WORLDWIDE
AUSTRIA
ISRAEL
U.A.E.
POLAND
SAUDI
ARABIA
EGYPT
GERMANY
INDIA
SWEDEN
ARGENTINA
HONG
KONG
PORTUGAL
SOUTH
AFRICA
MEXICO
TURKEY
VIETNAM
COLOMBIA
IRELAND
RUSSIA
MOROCCO
THAILAND
TAIWAN
GHANA
MALAYSIA
GREECE
BRAZIL
NIGERIA
CHILE
ROMANIA
INDONESIA
PHILIPPINES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT
TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING
APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF DIGITAL FITNESS
AND WELL-BEING DEVICES AND SERVICES FOR FULL-YEAR 2022 IN U.S. DOLLARS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 REVENUE PER USER OF DIGITAL FITNESS & WELLBEING DEVICES AND SERVICES (U.S. DOLLARS)
DIGITAL FITNESS & WELL-BEING ARPU
JAN
2023
DATAREPORTAL

385
81.6%
78.5%
78.2%
78.2%
78.1%
76.9%
76.3%
75.7%
74.0%
73.8%
73.6%
73.6%
73.3%
73.3%
72.5%
72.4%
71.5%
71.4%
71.1%
69.7%
69.4%
68.8%
68.8%
68.6%
68.3%
67.2%
67.1%
66.9%
66.7%
66.7%
66.6%
64.6%
64.6%
63.5%
62.9%
62.6%
62.1%
61.2%
59.9%
59.2%
59.2%
58.8%
56.1%
54.3%
52.6%
48.5%
46.6%
43.7%
43.4%
40.2%
30.2%
INDIA
MEXICO
CHINA
VIETNAM
NORWAY
MOROCCO
CHILE
BRAZIL
U.S.A.
AUSTRALIA
ARGENTINA
KENYA
IRELAND
SWEDEN
NIGERIA
U.A.E.
WORLDWIDE
GERMANY
DENMARK
NEW
ZEALAND
NETHERLANDS
CANADA
SOUTH
AFRICA
U.K.
THAILAND
AUSTRIA
SAUDI
ARABIA
INDONESIA
COLOMBIA
PHILIPPINES
TURKEY
SPAIN
SWITZERLAND
HONG
KONG
TAIWAN
MALAYSIA
GHANA
POLAND
ITALY
SINGAPORE
SOUTH
KOREA
FRANCE
EGYPT
BELGIUM
PORTUGAL
ISRAEL
ROMANIA
CZECHIA
GREECE
JAPAN
RUSSIA
SOURCE: GWI (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: 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.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES
JAN
2023
DATAREPORTAL

386
72.9%
76.6%
70.3%
61.7%
49.4%
78.7% 80.7%
74.1%
65.8%
54.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (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: 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.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
JAN
2023
DATAREPORTAL

387
31.7%
24.2%
19.6%
17.7%
17.3%
17.1%
13.6%
12.4%
11.6%
11.5%
10.4%
10.2%
9.2%
9.0%
6.9%
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
IN-APP PURCHASES
NEWS SERVICE
SOFTWARE PACKAGE
PREMIUM WEB SERVICE
SUBSCRIPTION TO AN ONLINE MAGAZINE
DIGITAL GIFTS
DATING SERVICE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH TYPE OF DIGITAL CONTENT EACH MONTH
JAN
2023
DATAREPORTAL

388
$331.8 $197.0 $94.88 $24.87 $15.07
+6.0% (+$19 BILLION) +6.5% (+$12 BILLION) +7.6% (+$6.7 BILLION) -1.9% (-$470 MILLION) +2.6% (+$380 MILLION)
TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA
OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS)
DIGITAL MEDIA SPEND
JAN
2023

389
$254.00
$199.10
$178.60
$135.80
$131.90
$122.60
$121.50
$119.50
$114.10
$109.10
$103.80
$103.30
$102.50
$99.63
$94.49
$76.61
$76.08
$67.19
$62.09
$61.57
$57.79
$55.15
$51.49
$49.57
$46.89
$45.92
$45.81
$39.29
$38.43
$32.52
$28.38
$25.65
$24.87
$21.71
$21.67
$16.26
$16.08
$15.56
$15.01
$14.98
$14.76
$14.58
$13.03
$11.66
$8.11
$6.65
$5.93
$5.85
$5.55
$5.13
$4.20
JAPAN
SOUTH
KOREA
U.S.A.
DENMARK
AUSTRALIA
CANADA
U.K.
NEW
ZEALAND
AUSTRIA
SWITZERLAND
SWEDEN
GERMANY
BELGIUM
NETHERLANDS
NORWAY
FRANCE
ISRAEL
SAUDI
ARABIA
ITALY
SPAIN
U.A.E.
CZECHIA
WORLDWIDE
THAILAND
GREECE
PORTUGAL
IRELAND
POLAND
CHINA
SINGAPORE
CHILE
VIETNAM
RUSSIA
PHILIPPINES
MALAYSIA
EGYPT
ARGENTINA
TURKEY
COLOMBIA
SOUTH
AFRICA
BRAZIL
MEXICO
ROMANIA
TAIWAN
INDONESIA
INDIA
NIGERIA
MOROCCO
GHANA
HONG
KONG
KENYA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF DIGITAL MEDIA DOWNLOADS AND
SUBSCRIPTIONS FOR FULL-YEAR 2022 IN U.S. DOLLARS., AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO
STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 SPEND PER USER (IN U.S. DOLLARS) ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS
DIGITAL MEDIA ARPU
JAN
2023
DATAREPORTAL

390
$51.49 $81.25 $63.92 $18.63 $12.56
+9.5% (+$4.46) +13.2% (+$9.50) +7.8% (+$4.63) -1.0% (-$0.19) +6.5% (+$0.77)
TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR AVERAGE FULL-YEAR ONLINE SPEND (IN U.S. DOLLARS) PER ONLINE
PURCHASER OF EACH MEDIA TYPE IN 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING
SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. ADVISORY: FIGURES FOR INDIVIDUAL FORMATS MAY EXCEED THE VALUE FOR “TOTAL” DUE TO THE
DIFFERENT NUMBER OF SHOPPERS IN EACH CATEGORY. COMPARABILITY: ACROSS EACH FORMAT. BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 SPEND (IN U.S. DOLLARS) PER ONLINE PURCHASER OF DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS
DIGITAL MEDIA: ANNUAL ARPU
JAN
2023

391
45% 32% 11% 4% 6%
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO DIGITAL
AND MOBILE WALLETS
TRANSACTION VOLUME
ATTRIBUTABLE TO DEBIT
AND CREDIT CARDS
TRANSACTION VOLUME
ATTRIBUTABLE TO
BANK TRANSFERS
TRANSACTION VOLUME
ATTRIBUTABLE TO
CASH-ON-DELIVERY
TRANSACTION VOLUME
ATTRIBUTABLE TO OTHER
PAYMENT METHODS
SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021.
GLOBAL OVERVIEW
PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD
PAYMENT METHODS USED FOR ECOMMERCE
JAN
2023

392
4.16 +8.3% $8.49 +12.9% $2,040
BILLION +321 MILLION TRILLION +$967 BILLION YOY: +4.1%
NUMBER OF
PEOPLE MAKING
DIGITAL PAYMENTS
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF PEOPLE
MAKING DIGITAL PAYMENTS
TOTAL ANNUAL VALUE
OF DIGITAL PAYMENT
TRANSACTIONS (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF DIGITAL
PAYMENT TRANSACTIONS
OF DIGITAL PAYMENTS
PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C
DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES
FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS
OVERVIEW OF CONSUMER DIGITAL PAYMENTS
JAN
2023

393
19.09%
12.27%
11.22%
9.06%
8.36%
7.56%
7.43%
7.11%
7.05%
6.48%
6.44%
6.32%
6.25%
6.15%
6.05%
6.05%
5.91%
5.77%
5.76%
5.59%
5.45%
5.44%
5.40%
5.26%
5.22%
5.05%
4.99%
4.96%
4.93%
4.90%
4.65%
4.53%
4.49%
4.18%
4.18%
4.09%
4.05%
3.85%
3.82%
3.76%
3.63%
3.49%
3.48%
3.41%
3.35%
3.08%
3.00%
2.89%
2.79%
2.41%
CHINA
U.K.
SOUTH
KOREA
HONG
KONG
WORLDWIDE
JAPAN
TURKEY
PHILIPPINES
U.S.A.
DENMARK
NETHERLANDS
SWEDEN
FRANCE
KENYA
POLAND
AUSTRIA
SWITZERLAND
GERMANY
SPAIN
INDONESIA
THAILAND
CANADA
NORWAY
AUSTRALIA
U.A.E.
ITALY
MEXICO
VIETNAM
BELGIUM
CZECHIA
ARGENTINA
NEW
ZEALAND
MALAYSIA
CHILE
SAUDI
ARABIA
PORTUGAL
SINGAPORE
INDIA
GHANA
ISRAEL
BRAZIL
GREECE
SOUTH
AFRICA
COLOMBIA
MOROCCO
IRELAND
ROMANIA
EGYPT
RUSSIA
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK; IMF. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF THE TOTAL ANNUAL VALUE OF B2C DIGITAL PAYMENTS TRANSACTIONS IN
2022 IN U.S. DOLLARS, COMPARED WITH THE LATEST VALUES FOR GDP IN CURRENT U.S. DOLLARS. “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C
DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH
PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL FULL-YEAR 2022 CONSUMER DIGITAL PAYMENTS TRANSACTION VALUE AS A PERCENTAGE OF GDP (CURRENT USD)
DIGITAL PAYMENTS TRANSACTION VALUE vs. GDP
JAN
2023
DATAREPORTAL

394
$7,202
$6,566
$6,537
$5,922
$5,643
$5,576
$4,908
$4,827
$4,553
$4,503
$4,404
$4,346
$4,223
$4,095
$4,082
$3,620
$3,439
$3,422
$3,364
$3,356
$3,265
$3,172
$2,695
$2,476
$2,299
$2,040
$1,992
$1,913
$1,434
$1,336
$1,335
$1,241
$1,109
$1,079
$1,017
$921
$865
$739
$602
$555
$519
$446
$403
$357
$326
$324
$312
$243
$180
$134
SWITZERLAND
U.S.A.
U.K.
DENMARK
HONG
KONG
NORWAY
SOUTH
KOREA
SINGAPORE
AUSTRALIA
SWEDEN
NETHERLANDS
ISRAEL
AUSTRIA
IRELAND
CANADA
BELGIUM
FRANCE
GERMANY
NEW
ZEALAND
CHINA
U.A.E.
JAPAN
ITALY
SPAIN
CZECHIA
WORLDWIDE
POLAND
PORTUGAL
TURKEY
GREECE
SAUDI
ARABIA
MALAYSIA
MEXICO
ARGENTINA
CHILE
ROMANIA
RUSSIA
THAILAND
PHILIPPINES
BRAZIL
SOUTH
AFRICA
COLOMBIA
INDONESIA
VIETNAM
GHANA
MOROCCO
KENYA
EGYPT
INDIA
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF THE TOTAL ANNUAL VALUE OF DIGITAL PAYMENTS MADE BY EACH USER OF
DIGITAL PAYMENTS FOR FULL-YEAR 2022 IN U.S. DOLLARS. “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL
REMITTANCES. DOES NOT INCLUDE B2B PAYMENTS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 VALUE OF CONSUMER DIGITAL PAYMENTS PER USER (U.S. DOLLARS)
DIGITAL PAYMENTS ARPU
JAN
2023
DATAREPORTAL

395
25.87%
16.73%
15.23%
14.61%
14.40%
13.82%
13.82%
13.77%
11.35%
10.47%
10.13%
9.68%
9.47%
9.23%
9.01%
8.73%
8.59%
8.56%
8.48%
8.32%
8.18%
8.12%
8.11%
7.99%
7.99%
7.92%
7.85%
7.82%
7.79%
7.70%
7.68%
7.32%
7.19%
7.15%
7.12%
7.07%
6.86%
6.83%
6.71%
6.52%
6.40%
6.27%
6.08%
6.02%
5.90%
5.90%
5.74%
5.39%
4.78%
4.01%
CHINA
PHILIPPINES
WORLDWIDE
SOUTH
KOREA
TURKEY
KENYA
U.K.
GHANA
HONG
KONG
POLAND
MEXICO
THAILAND
MALAYSIA
JAPAN
DENMARK
U.S.A.
INDONESIA
VIETNAM
SPAIN
MOROCCO
CZECHIA
FRANCE
AUSTRIA
SWEDEN
ITALY
ARGENTINA
ISRAEL
NETHERLANDS
SWITZERLAND
SOUTH
AFRICA
PORTUGAL
INDIA
CANADA
BELGIUM
NEW
ZEALAND
GERMANY
AUSTRALIA
U.A.E.
COLOMBIA
CHILE
GREECE
BRAZIL
SINGAPORE
NORWAY
RUSSIA
ROMANIA
NIGERIA
EGYPT
SAUDI
ARABIA
IRELAND
SOURCES: STATISTA DIGITAL MARKET OUTLOOK; IMF. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE TOTAL ANNUAL TRANSACTION VALUE OF DIGITAL PAYMENTS
PER USER OF DIGITAL PAYMENTS IN 2022 IN U.S. DOLLARS, COMPARED WITH THE LATEST VALUES FOR GDP PER CAPITA IN CURRENT U.S. DOLLARS. “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G.
PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. COMPARABILITY: BASE AND CATEGORY DEFINITION
CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 VALUE OF CONSUMER DIGITAL PAYMENTS PER USER, AS A PERCENTAGE OF GDP PER CAPITA (CURRENT USD VALUES)
DIGITAL PAYMENTS ARPU vs. GDP PER CAPITA
JAN
2023
DATAREPORTAL

396
42.2%
38.4%
38.0%
34.2%
33.5%
32.8%
32.4%
32.1%
31.0%
30.0%
28.9%
27.4%
27.3%
27.0%
26.8%
26.1%
25.5%
25.5%
25.3%
25.3%
25.0%
24.2%
24.0%
23.9%
23.8%
23.5%
22.3%
22.2%
21.8%
21.8%
21.7%
21.0%
21.0%
20.9%
20.8%
20.3%
19.8%
18.5%
17.9%
17.5%
17.3%
16.9%
16.5%
15.5%
15.1%
13.8%
13.7%
12.7%
12.2%
11.1%
10.7%
TAIWAN
HONG
KONG
DENMARK
SAUDI
ARABIA
THAILAND
INDIA
BRAZIL
SINGAPORE
IRELAND
U.A.E.
U.K.
VIETNAM
AUSTRALIA
U.S.A.
CZECHIA
SWITZERLAND
GERMANY
MALAYSIA
CHINA
SOUTH
KOREA
WORLDWIDE
PHILIPPINES
INDONESIA
POLAND
AUSTRIA
ROMANIA
PORTUGAL
CHILE
NETHERLANDS
SPAIN
NEW
ZEALAND
CANADA
KENYA
SWEDEN
SOUTH
AFRICA
GREECE
ISRAEL
MEXICO
COLOMBIA
ARGENTINA
JAPAN
NIGERIA
ITALY
FRANCE
NORWAY
EGYPT
TURKEY
BELGIUM
GHANA
RUSSIA
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
JAN
2023
DATAREPORTAL

397
23.0%
27.3%
25.6%
22.2%
17.7%
24.4%
27.1%
28.0%
25.7%
21.4%
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 MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
JAN
2023
DATAREPORTAL

398
82.7%
79.1%
71.6%
69.7%
69.2%
68.4%
66.7%
66.7%
63.8%
62.1%
59.0%
58.5%
57.9%
57.2%
56.6%
56.5%
55.0%
51.4%
49.8%
48.4%
41.7%
40.4%
39.8%
38.5%
38.0%
37.4%
32.6%
29.9%
28.9%
26.8%
25.4%
25.1%
24.5%
24.4%
24.3%
23.2%
22.6%
17.8%
13.2%
10.0%
9.5%
8.1%
7.9%
6.4%
4.6%
4.1%
2.8%
1.6%
1.6%
1.1%
0.9%
CANADA
ISRAEL
HONG
KONG
JAPAN
SWITZERLAND
SOUTH
KOREA
NORWAY
U.S.A.
TAIWAN
U.K.
AUSTRIA
DENMARK
ITALY
NEW
ZEALAND
SPAIN
GERMANY
IRELAND
AUSTRALIA
BELGIUM
SWEDEN
SINGAPORE
BRAZIL
FRANCE
PORTUGAL
CHINA
NETHERLANDS
TURKEY
CZECHIA
ARGENTINA
U.A.E.
SAUDI
ARABIA
RUSSIA
WORLDWIDE
POLAND
CHILE
GREECE
THAILAND
ROMANIA
COLOMBIA
SOUTH
AFRICA
MEXICO
PHILIPPINES
MALAYSIA
KENYA
INDIA
VIETNAM
EGYPT
NIGERIA
INDONESIA
MOROCCO
GHANA
SOURCE: WORLD BANK, USING LATEST AVAILABLE DATA.
GLOBAL OVERVIEW
PERCENTAGE OF ADULTS AGED 15+ WHO OWN A CREDIT CARD
CREDIT CARD ADOPTION
JAN
2023
DATAREPORTAL

399
99.0%
98.3%
98.2%
97.8%
96.4%
96.2%
96.2%
95.9%
95.5%
95.5%
94.0%
93.5%
93.5%
89.1%
88.3%
88.1%
86.3%
85.5%
85.4%
84.0%
83.9%
83.3%
83.3%
83.0%
82.8%
82.3%
81.5%
78.8%
75.8%
71.9%
68.8%
66.0%
65.3%
63.2%
58.9%
58.9%
54.9%
52.8%
52.7%
35.3%
35.1%
31.7%
30.6%
29.8%
28.9%
27.1%
26.7%
24.6%
22.4%
22.1%
17.4%
DENMARK
NETHERLANDS
SWEDEN
NORWAY
NEW
ZEALAND
BELGIUM
CANADA
AUSTRALIA
AUSTRIA
U.K.
GERMANY
SINGAPORE
IRELAND
CZECHIA
JAPAN
HONG
KONG
FRANCE
PORTUGAL
SWITZERLAND
SOUTH
KOREA
POLAND
SPAIN
MALAYSIA
GREECE
U.S.A.
ITALY
TAIWAN
CHILE
CHINA
SAUDI
ARABIA
U.A.E.
BRAZIL
RUSSIA
THAILAND
SOUTH
AFRICA
TURKEY
ARGENTINA
WORLDWIDE
ROMANIA
NIGERIA
INDONESIA
MOROCCO
ISRAEL
PHILIPPINES
COLOMBIA
INDIA
VIETNAM
MEXICO
KENYA
EGYPT
GHANA
SOURCE: WORLD BANK, USING LATEST AVAILABLE DATA.
GLOBAL OVERVIEW
PERCENTAGE OF ADULTS AGED 15+ WHO OWN A DEBIT CARD
DEBIT CARD ADOPTION
JAN
2023
DATAREPORTAL

401
30.6%
30.2%
27.4%
26.6%
24.7%
23.3%
22.9%
22.8%
22.0%
21.8%
21.1%
21.0%
18.9%
18.0%
17.2%
16.1%
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
ADS IN MOBILE OR TABLET APPS
IN-STORE PRODUCT DISPLAYS OR PROMOTIONS
PRODUCT COMPARISON WEBSITES
ADS BEFORE ONLINE VIDEOS OR TV SHOWS START TO PLAY
PRODUCT SAMPLES OR TRIALS
ADS ON BILLBOARDS OR POSTERS
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
JAN
2023
DATAREPORTAL

402
ADS ON TV 37.4%
SEARCH ENGINES 35.2%
WORD OF MOUTH 33.3%
IN-STORE PROMOS 24.2%
ONLINE RETAIL WEBSITES 23.4%
BRAND WEBSITES 23.2%
CONSUMER REVIEW SITES 21.9%
TV SHOWS AND FILMS 21.8%
ADS ON SOCIAL MEDIA 20.5%
ADS ON WEBSITES 20.4%
ADS ON TV 33.5%
WORD OF MOUTH 30.4%
IN-STORE PROMOS 23.1%
ADS ON TV 30.9%
WORD OF MOUTH 27.4%
SOCIAL MEDIA COMMENTS 22.8%
ADS ON TV 28.4%
WORD OF MOUTH 25.9%
ADS IN MOBILE APPS 22.7%
ADS ON TV 26.5%
WORD OF MOUTH 24.4%
ADS IN MOBILE APPS 22.8%
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
JAN
2023

Meltwater Insights
Our 2023 Marketing Trends guide provides a glimpse at what the
next generation of digital marketing has to offer.
Top 4 Digital Marketing Trends
With so much consumer data now available for analysis, marketers
can take advantage of more sophisticated audience segmentation
than grouping people by qualities like location and age. Social media
data can reveal how people form “digital tribes” based on their shared
attitudes, behaviors, and interests, giving marketers a more useful
understanding of audience segments.
We can finally say goodbye to basic demographics and hello to better
relationships with our audiences.
48% of consumers are starting to distrust influencers due to a
sort of branded content fatigue, according to Shopify.com. So
even if you as a brand have done your due diligence to vet your
influencers, an influencer who posts more branded content than
organic content could start to be less valuable. This means we could
see a big move towards nano influencers or a resurgence of tapping
into niche communities for ambassadorship.
Your audiences aren’t always where you expect them to be. Luckily,
marketers now have stronger tools to find and understand them. A wider
range of data sources is available to social listening platforms, like Reddit
and Sina Weibo. AI has also enabled rich new data sources, including
images and audio formats.
All of these new data sources mean that social listening is more powerful
and useful than ever before.
The death of third-party cookies and the dominance of “infinite scroll”
platforms like Instagram and TikTok mean the value of the brand will
reach new highs in 2023. Winning attention is one thing, but it’s the
brands that consumers know, trust, and love that earn engagement.
Across industries, marketers and brands that get the clicks in 2023 will
do so via in-depth consumer and audience intelligence that puts them
in authentic conversation with their consumers.
Trend 1
Ditch demographics for communities
Trend 3
Focus your influence
Trend 2
Listen further
Trend 4
Invest in brand value
Want to make the most of rising marketing trends?
Download our 2023 Marketing Trends guide.
PARTNER CONTENT

STORYTELLING IS NO LONGER LINEAR NOR
FOLLOWING ESTABLISHED STRUCTURES
COLLAPSING NARRATIVES
To survive the modern attention economy, storytelling on social is mutating.
Once a formulaic art – beginning, middle, end – stories are no longer
progressing through a full narrative arc, nor do they play out start-to-finish in
one place. Instead, story arcs are collapsing and starting mid-narrative, or
expanding and becoming scattered across platforms.
People no longer want to be passively fed simple, complete narratives by
brands. Instead, there’s growing satisfaction with brands that require users to
puzzle together meaning – through niche or subcultural knowledge,
fandom-based familiarity, or nostalgic knowledge of the past.
FIND OUT MORE IN
Brands can blend different genres and
fandoms for greater effect. When NFL
team Los Angeles Chargers released
their season schedule, they didn’t stick
within sports culture, instead releasing
an anime-themed announcement. The
video expertly weaves in narratives from
popular anime series and features a
tonne of subtle easter eggs for
in-the-know NFL fans, allowing them to
decode subtle jabs at opposing teams.
Brands can use collapsing narratives to
weave together the real and the virtual.
In Pringles' recent activation, people
could 'win a job' as a non-playable
character - a 'vending machine filler' -
inside Train Sim World 2. Fans were
invited to post a selfie explaining why
they'd be the ideal candidate. Pringles
let people piece together their own
narrative for their vending machine
character, all while blurring the lines
between platforms (on Instagram vs.
within Train Sim World 2) as well as
realities.
PARTNER CONTENT

405
33.9% 34.2%
31.7% 31.4% 31.7% 31.3% 31.3% 31.1% 30.6%
+0.9% -7.3% -0.9% +1.0% -1.3% +0.1% -0.6% -1.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA SEARCH ENGINES
BRAND DISCOVERY: SEARCH ENGINES
JAN
2023
DATAREPORTAL

406
32.6% 32.7%
31.3% 31.3% 31.1% 31.0% 31.4% 30.8% 30.2%
+0.1% -4.3% ≈0% -0.5% -0.3% +1.3% -2.1% -1.8%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA ADS ON TV
BRAND DISCOVERY: ADS ON TV
JAN
2023
DATAREPORTAL

407
29.4% 28.9% 28.1% 27.5% 28.1% 28.5% 28.6% 27.9% 27.4%
-1.5% -2.9% -2.0% +2.2% +1.2% +0.4% -2.4% -1.9%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA WORD-OF-MOUTH
BRAND DISCOVERY: WORD OF MOUTH
JAN
2023
DATAREPORTAL

408
28.2% 27.7%
26.9% 27.0% 27.6% 27.8% 27.6% 27.0% 26.6%
-1.5% -3.1% +0.3% +2.5% +0.4% -0.6% -2.3% -1.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA ADS ON SOCIAL MEDIA
BRAND DISCOVERY: ADS ON SOCIAL MEDIA
JAN
2023
DATAREPORTAL

409
27.6% 27.2%
26.2% 25.7% 25.9% 25.7% 25.8% 25.1% 24.7%
-1.2% -4.0% -1.6% +0.7% -0.8% +0.3% -2.8% -1.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 2022
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA BRAND AND PRODUCT WEBSITES
BRAND DISCOVERY: BRAND WEBSITES
JAN
2023
DATAREPORTAL

410
71.8%
70.9%
66.5%
65.7%
64.8%
61.9%
61.7%
60.5%
60.5%
59.9%
59.8%
58.3%
57.7%
57.7%
56.8%
56.7%
56.3%
56.3%
56.2%
55.1%
55.1%
54.6%
54.6%
54.2%
53.8%
53.6%
53.4%
53.3%
53.3%
53.2%
52.7%
52.3%
51.2%
50.8%
50.8%
50.5%
50.3%
49.1%
48.9%
48.8%
48.6%
48.5%
48.4%
47.3%
46.2%
45.8%
41.9%
40.6%
39.4%
28.4%
28.0%
BRAZIL
INDONESIA
PHILIPPINES
GREECE
TURKEY
SOUTH
KOREA
SOUTH
AFRICA
PORTUGAL
ROMANIA
MALAYSIA
ARGENTINA
SPAIN
CHILE
COLOMBIA
ISRAEL
MEXICO
ITALY
TAIWAN
AUSTRIA
GERMANY
SWEDEN
POLAND
RUSSIA
IRELAND
SINGAPORE
NEW
ZEALAND
CZECHIA
SWITZERLAND
U.K.
VIETNAM
CANADA
U.S.A.
KENYA
WORLDWIDE
NETHERLANDS
FRANCE
THAILAND
AUSTRALIA
DENMARK
BELGIUM
SAUDI
ARABIA
U.A.E.
HONG
KONG
INDIA
NORWAY
JAPAN
CHINA
EGYPT
NIGERIA
GHANA
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
JAN
2023
DATAREPORTAL

411
51.1% 52.0% 52.6% 53.4% 53.1%
44.2%
48.0%
52.1% 53.1%
55.8%
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 RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
JAN
2023
DATAREPORTAL

412
48.2%
43.1%
36.3%
33.5%
27.8%
26.8%
22.5%
20.9%
20.6%
19.4%
16.6%
16.2%
15.7%
15.4%
13.6%
10.5%
SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
PRODUCT AND BRAND WEBSITES
PRICE COMPARISON WEBSITES
MOBILE APPS
VIDEO SITES
DISCOUNT VOUCHER AND COUPON SITES
QUESTION AND ANSWER SITES
BLOGS ON PRODUCTS AND BRANDS
SPECIALIST OR INDEPENDENT REVIEW SITES
MESSAGING AND LIVE CHAT SERVICES
FORUMS AND MESSAGE BOARDS
MICRO-BLOGS (E.G. TWITTER)
VLOGS
ONLINE PINBOARDS (E.G. PINTEREST)
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
JAN
2023
DATAREPORTAL

413
43.2%
46.3%
49.3%
52.3%
55.7%
47.9%
47.5%
43.8%
37.0%
28.7%
16 TO 24
YEARS OLD
25 TO 34
YEARS OLD
45 TO 54
YEARS OLD
35 TO 44
YEARS OLD
55 TO 64
YEARS OLD
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
TOP CHANNELS FOR ONLINE BRAND RESEARCH
JAN
2023
DATAREPORTAL

414
43.1%
23.7%
22.3%
20.3%
20.2%
16.8%
16.6%
15.6%
15.5%
15.1%
15.1%
13.6%
13.4%
13.0%
12.9%
12.6%
VISITED A BRAND’S WEBSITE
WATCHED A VIDEO MADE BY A BRAND
FOLLOWED A BRAND ON A SOCIAL NETWORK
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
CLICKED ON A PROMOTED POST ON A SOCIAL NETWORK
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
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 A SOCIAL NETWORK
PLAYED A BRANDED GAME
READ A BRANDED BLOG
STOPPED FOLLOWING A BRAND ON A SOCIAL NETWORK
UPLOADED CONTENT TO A BRAND’S SOCIAL MEDIA PAGE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH ACTION EACH MONTH
ONLINE BRAND INTERACTIONS
JAN
2023
DATAREPORTAL

415
$910.1 +10.1% $667.3 +15.2% 73.3%
BILLION +$84 BILLION BILLION +$88 BILLION +4.6% (+322 BPS)
TOTAL AD SPEND
(INCLUDING ONLINE
AND OFFLINE CHANNELS)
YEAR-ON-YEAR
CHANGE IN TOTAL AD
SPEND (ALL CHANNELS)
DIGITAL AD SPEND
(INCLUDING SEARCH
AND SOCIAL MEDIA)
YEAR-ON-YEAR
CHANGE IN
DIGITAL AD SPEND
DIGITAL AD SPEND
AS A PERCENTAGE
OF TOTAL AD SPEND
SOURCE: STATISTA MARKET OUTLOOKS. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE
PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
COMPARABILITY: BASE AND DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ADVISORY: THE DEFINITION OF “DIGITAL ADVERTISING” USED ON THIS CHART INCLUDES A
BROADER VARIETY OF CHANNELS AND ACTIVITIES THAN THE DEFINITION USED ON SOME OTHER CHARTS IN THIS REPORT, SO VALUES MAY NOT CORRELATE ACROSS CHARTS.
GLOBAL OVERVIEW
TOTAL AD SPEND ACROSS ALL CHANNELS, WITH DETAIL FOR DIGITAL AD SPEND (U.S. DOLLARS, FULL-YEAR 2022)
ADVERTISING SPEND: TOTAL vs. DIGITAL
JAN
2023

416
$254.3 B
$320.5 B
$374.8 B
$435.6 B
$579.4 B
$667.3 B
+26.0% +16.9% +16.2% +33.0% +15.2%
2017 2018 2019 2020 2021 2022
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. DOES NOT INCLUDE REVENUES ASSOCIATED WITH
EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
DIGITAL ADVERTISING REVENUES OVER TIME (IN BILLIONS OF U.S. DOLLARS)
DIGITAL ADVERTISING SPEND
JAN
2023
DATAREPORTAL

417
46.9%
52.7%
57.4%
64.4%
70.1%
73.3%
+12.3% +8.9% +12.2% +8.8% +4.6%
2017 2018 2019 2020 2021 2022
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. DOES NOT INCLUDE REVENUES ASSOCIATED WITH
EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE RELATIVE (I.E. AN INCREASE OF
20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
DIGITAL ADVERTISING REVENUES COMPARED WITH TOTAL ADVERTISING REVENUES ACROSS ALL MEDIA AND CHANNELS
DIGITAL’S SHARE OF TOTAL ADVERTISING SPEND
JAN
2023
DATAREPORTAL

418
88.8%
82.7%
78.5%
77.6%
75.9%
75.8%
75.8%
75.1%
74.9%
74.4%
73.3%
73.3%
73.1%
72.6%
71.9%
70.6%
68.7%
68.2%
68.2%
67.5%
67.4%
67.2%
63.0%
62.2%
61.8%
61.7%
61.0%
60.9%
60.5%
59.4%
59.0%
58.6%
57.7%
56.5%
56.4%
55.2%
53.6%
53.3%
52.6%
51.2%
49.3%
48.9%
47.5%
46.0%
42.9%
40.6%
35.7%
34.6%
33.7%
24.4%
21.6%
CHINA
U.K.
SWEDEN
SAUDI
ARABIA
CANADA
AUSTRALIA
NORWAY
U.A.E.
U.S.A.
NETHERLANDS
EGYPT
WORLDWIDE
IRELAND
ISRAEL
DENMARK
HONG
KONG
NEW
ZEALAND
MALAYSIA
TAIWAN
SWITZERLAND
RUSSIA
SOUTH
KOREA
FRANCE
ROMANIA
SINGAPORE
GERMANY
POLAND
PHILIPPINES
MEXICO
ITALY
BRAZIL
CZECHIA
PORTUGAL
TURKEY
SPAIN
ARGENTINA
MOROCCO
JAPAN
VIETNAM
GREECE
CHILE
BELGIUM
COLOMBIA
INDONESIA
AUSTRIA
THAILAND
INDIA
NIGERIA
SOUTH
AFRICA
KENYA
GHANA
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022. DIGITAL AD SPEND DOES NOT INCLUDE REVENUES
ASSOCIATED WITH EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH
PREVIOUS REPORTS.
GLOBAL OVERVIEW
DIGITAL ADVERTISING REVENUES COMPARED WITH TOTAL ADVERTISING REVENUES
DIGITAL’S SHARE OF TOTAL ADVERTISING SPEND
JAN
2023
DATAREPORTAL

419
$880
$566
$506
$466
$405
$386
$364
$323
$300
$294
$278
$274
$274
$247
$210
$193
$193
$182
$176
$166
$161
$154
$149
$129
$116
$109
$107
$98.44
$86.74
$48.97
$43.04
$42.90
$39.19
$39.05
$36.14
$33.39
$31.41
$28.56
$26.27
$18.25
$17.22
$14.79
$14.45
$12.16
$12.01
$10.99
$5.26
$4.82
$4.29
$1.76
$1.43
U.S.A.
U.K.
SWITZERLAND
AUSTRALIA
CANADA
NORWAY
SWEDEN
DENMARK
NEW
ZEALAND
IRELAND
NETHERLANDS
SINGAPORE
HONG
KONG
JAPAN
GERMANY
FRANCE
AUSTRIA
SOUTH
KOREA
ISRAEL
CHINA
BELGIUM
TAIWAN
CZECHIA
WORLDWIDE
ITALY
U.A.E.
SPAIN
PORTUGAL
GREECE
POLAND
SAUDI
ARABIA
MEXICO
CHILE
BRAZIL
ROMANIA
MALAYSIA
ARGENTINA
THAILAND
RUSSIA
PHILIPPINES
COLOMBIA
VIETNAM
SOUTH
AFRICA
MOROCCO
INDONESIA
EGYPT
INDIA
KENYA
TURKEY
NIGERIA
GHANA
SOURCE: KEPIOS ANALYSIS; STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022. VALUES ARE IN U.S. DOLLARS. DOES
NOT INCLUDE REVENUES ASSOCIATED WITH EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS. FIGURES SHOWN HERE USE DIFFERENT BASES COMPARED WITH A SIMILAR METRIC PUBLISHED IN STATISTA’S DIGITAL MARKET OUTLOOK, SO FIGURES WILL NOT MATCH.
GLOBAL OVERVIEW
TOTAL ANNUAL SPEND ON DIGITAL ADS IN 2022 COMPARED WITH THE TOTAL NUMBER OF INTERNET USERS (U.S. DOLLARS)
DIGITAL AD SPEND PER INTERNET USER
JAN
2023
DATAREPORTAL

420
$20.52 $7.65 60.8% 33.9% 81.8%
BILLION BILLION $406.0 BILLION $226.0 BILLION $545.6 BILLION
+1.5% (+$310 MILLION) +20.5% (+$1.3 BILLION) +20.5% (+$69 BILLION) +23.2% (+$43 BILLION) +17.7% (+$82 BILLION)
$667.3 $260.0 $180.4 $155.0 $27.51
+15.2% (+$88 BILLION) +15.4% (+$35 BILLION) +20.1% (+$30 BILLION) +9.7% (+$14 BILLION) +20.4% (+$4.7 BILLION)
Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND
Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND
ANNUAL SPEND ON
ONLINE CLASSIFIEDS
ANNUAL SPEND ON
DIGITAL AUDIO ADS
SHARE OF TOTAL DIGITAL
AD SPEND: MOBILE DEVICES*
AD SPEND: SOCIAL MEDIA
AD SPEND: PROGRAMMATIC
TOTAL ANNUAL SPEND ON
DIGITAL ADS (ALL TYPES)
ANNUAL SPEND ON
ONLINE SEARCH ADS
ANNUAL SPEND ON
DIGITAL VIDEO ADS
ANNUAL SPEND ON
DIGITAL BANNER ADS
ANNUAL SPEND ON ONLINE
INFLUENCER ACTIVITIES
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS
WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. “Y-O-Y CHANGE IN SPEND” FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ANNUAL AD SPEND. PERCENTAGES MAY NOT CORRELATE
WITH ABSOLUTE FIGURES DUE TO ROUNDING IN THE SOURCE DATA. *ADVISORY: REVENUE FIGURE FOR DIGITAL AD SPEND ATTRIBUTABLE TO MOBILE DEVICES IS BASED ON MOBILE’S SHARE OF SPEND ACROSS
A SUBSET OF DIGITAL ADVERTISING ACTIVITIES, AS REPORTED IN STATISTA’S DIGITAL MARKET OUTLOOK. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL SPEND ON DIGITAL ADVERTISING BY FORMAT (U.S. DOLLARS, FULL-YEAR 2022)
JAN
2023

421
MOBILES:
72.7%
MOBILES:
70.3%
MOBILES:
63.3%
MOBILES:
63.1%
MOBILES:
63.1%
MOBILES:
62.5%
MOBILES:
61.6%
MOBILES:
60.8%
MOBILES:
60.3%
MOBILES:
58.9%
MOBILES:
56.3%
MOBILES:
56.1%
MOBILES:
55.0%
MOBILES:
53.7%
MOBILES:
53.1%
MOBILES:
52.9%
MOBILES:
52.6%
MOBILES:
51.1%
MOBILES:
50.4%
MOBILES:
50.3%
MOBILES:
50.2%
MOBILES:
50.2%
MOBILES:
49.0%
MOBILES:
48.7%
MOBILES:
48.7%
MOBILES:
48.2%
MOBILES:
47.4%
MOBILES:
46.8%
MOBILES:
46.3%
MOBILES:
46.1%
MOBILES:
45.5%
MOBILES:
45.4%
MOBILES:
45.0%
MOBILES:
44.6%
MOBILES:
44.6%
MOBILES:
44.4%
MOBILES:
44.1%
MOBILES:
43.9%
MOBILES:
43.4%
MOBILES:
42.7%
MOBILES:
42.3%
MOBILES:
41.7%
MOBILES:
41.5%
MOBILES:
40.5%
MOBILES:
40.4%
MOBILES:
39.9%
MOBILES:
39.1%
MOBILES:
39.0%
MOBILES:
38.4%
MOBILES:
37.0%
MOBILES:
35.6%
COMPUTERS:
27.3%
COMPUTERS:
29.7%
COMPUTERS:
36.7%
COMPUTERS:
36.9%
COMPUTERS:
36.9%
COMPUTERS:
37.5%
COMPUTERS:
38.4%
COMPUTERS:
39.2%
COMPUTERS:
39.7%
COMPUTERS:
41.1%
COMPUTERS:
43.7%
COMPUTERS:
43.9%
COMPUTERS:
45.0%
COMPUTERS:
46.3%
COMPUTERS:
46.9%
COMPUTERS:
47.1%
COMPUTERS:
47.4%
COMPUTERS:
48.9%
COMPUTERS:
49.6%
COMPUTERS:
49.7%
COMPUTERS:
49.8%
COMPUTERS:
49.8%
COMPUTERS:
51.0%
COMPUTERS:
51.3%
COMPUTERS:
51.3%
COMPUTERS:
51.8%
COMPUTERS:
52.6%
COMPUTERS:
53.2%
COMPUTERS:
53.7%
COMPUTERS:
53.9%
COMPUTERS:
54.5%
COMPUTERS:
54.6%
COMPUTERS:
55.0%
COMPUTERS:
55.4%
COMPUTERS:
55.4%
COMPUTERS:
55.6%
COMPUTERS:
55.9%
COMPUTERS:
56.1%
COMPUTERS:
56.6%
COMPUTERS:
57.3%
COMPUTERS:
57.7%
COMPUTERS:
58.3%
COMPUTERS:
58.5%
COMPUTERS:
59.5%
COMPUTERS:
59.6%
COMPUTERS:
60.1%
COMPUTERS:
60.9%
COMPUTERS:
61.0%
COMPUTERS:
61.6%
COMPUTERS:
63.0%
COMPUTERS:
64.4%
CHINA
INDIA
SOUTH
AFRICA
BRAZIL
U.S.A.
COLOMBIA
CHILE
WORLDWIDE
TAIWAN
INDONESIA
NIGERIA
THAILAND
AUSTRALIA
ARGENTINA
VIETNAM
CANADA
KENYA
MEXICO
ITALY
SOUTH
KOREA
TURKEY
HONG
KONG
U.K.
GREECE
JAPAN
SPAIN
SAUDI
ARABIA
PHILIPPINES
ISRAEL
GERMANY
SWEDEN
NETHERLANDS
MALAYSIA
IRELAND
U.A.E.
NORWAY
DENMARK
SINGAPORE
GHANA
ROMANIA
MOROCCO
BELGIUM
FRANCE
PORTUGAL
NEW
ZEALAND
RUSSIA
CZECHIA
AUSTRIA
EGYPT
SWITZERLAND
POLAND
SOURCE: STATISTA DIGITAL MARKETING OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2022. DOES NOT INCLUDE ADVERTISING REVENUES
ASSOCIATED WITH EMAIL MARKETING, AUDIO ADS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES.
FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. VALUES ARE BASED ON A SMALLER SUBSET OF DIGITAL ADVERTISING ACTIVITIES COMPARED WITH OTHER CHARTS IN THIS REPORT.
GLOBAL OVERVIEW
EACH DEVICE’S SHARE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING BY USER DEVICE
JAN
2023
DATAREPORTAL

422
$545.6 +17.7% 81.8% +2.2%
BILLION +$82 BILLION +174 BPS
ANNUAL SPEND ON
PROGRAMMATIC
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN PROGRAMMATIC
ADVERTISING SPEND (USD)
PROGRAMMATIC’S
ADVERTISING SPEND
PROGRAMMATIC’S SHARE OF
TOTAL DIGITAL ADVERTISING SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR
THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT
70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SPEND ON PROGRAMMATIC ADVERTISING AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET
PROGRAMMATIC ADVERTISING OVERVIEW
JAN
2023

423
73.6% 76.0% 76.9% 77.9% 80.0% 81.8%
+3.2% +1.2% +1.3% +2.7% +2.2%
2017 2018 2019 2020 2021 2022
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS
REPORTS.
GLOBAL OVERVIEW
PROGRAMMATIC ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: PROGRAMMATIC
JAN
2023
DATAREPORTAL

424
87.1%
86.3%
85.8%
85.1%
84.2%
84.1%
83.8%
83.6%
83.5%
83.4%
83.1%
82.8%
82.2%
81.8%
81.8%
81.8%
81.8%
81.5%
81.4%
81.3%
81.2%
81.1%
81.0%
80.5%
80.2%
79.9%
79.8%
79.3%
79.1%
78.7%
78.0%
78.0%
77.6%
77.1%
76.8%
76.1%
75.1%
73.8%
73.5%
73.0%
72.9%
72.1%
72.0%
71.9%
71.8%
71.1%
69.6%
69.6%
69.3%
61.0%
50.0%
PORTUGAL
NEW
ZEALAND
FRANCE
SPAIN
CANADA
SOUTH
KOREA
RUSSIA
DENMARK
SWEDEN
IRELAND
AUSTRALIA
U.S.A.
U.K.
BELGIUM
INDONESIA
CHINA
WORLDWIDE
EGYPT
COLOMBIA
CZECHIA
ROMANIA
MOROCCO
NETHERLANDS
JAPAN
GERMANY
SAUDI
ARABIA
ITALY
BRAZIL
ARGENTINA
GREECE
SOUTH
AFRICA
NORWAY
VIETNAM
SWITZERLAND
TURKEY
ISRAEL
MEXICO
INDIA
PHILIPPINES
THAILAND
AUSTRIA
CHILE
U.A.E.
POLAND
NIGERIA
SINGAPORE
TAIWAN
MALAYSIA
KENYA
HONG
KONG
GHANA
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2022. COMPARABILITY: BASE CHANGES. FIGURES
ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PROGRAMMATIC ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: PROGRAMMATIC
JAN
2023
DATAREPORTAL

425
$260.0 +15.4% 39.0% +0.2%
ANNUAL SPEND
ON ONLINE SEARCH
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN ONLINE SEARCH
ADVERTISING SPEND
ONLINE SEARCH’S SHARE
OF TOTAL DIGITAL
ADVERTISING SPEND
ONLINE SEARCH’S SHARE OF
TOTAL DIGITAL ADVERTISING SPEND
GLOBAL OVERVIEW
SPEND ON ONLINE SEARCH ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET
SEARCH ADVERTISING OVERVIEW
JAN
2023

426
41.8% 41.8%
40.3%
37.8% 38.9% 39.0%
+0.1% -3.8% -6.2% +3.0% +0.2%
2017 2018 2019 2020 2021 2022
REPORTS.
GLOBAL OVERVIEW
ONLINE SEARCH ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SEARCH
JAN
2023
DATAREPORTAL

427
55.9%
54.9%
53.8%
52.7%
52.4%
51.8%
49.5%
48.5%
48.3%
48.0%
45.9%
45.3%
44.8%
43.5%
43.1%
42.9%
42.5%
42.5%
42.2%
42.1%
41.4%
41.2%
39.9%
39.0%
37.6%
37.0%
36.8%
36.8%
36.3%
35.9%
35.6%
34.0%
32.9%
32.8%
32.7%
32.5%
32.4%
32.4%
31.1%
30.4%
30.1%
29.5%
28.2%
25.8%
25.5%
25.1%
24.6%
21.9%
15.9%
13.2%
9.2%
NEW
ZEALAND
SWITZERLAND
EGYPT
MOROCCO
RUSSIA
FRANCE
DENMARK
NETHERLANDS
IRELAND
SWEDEN
CANADA
PORTUGAL
GERMANY
U.K.
CZECHIA
AUSTRALIA
U.S.A.
SOUTH
KOREA
BRAZIL
SPAIN
SAUDI
ARABIA
BELGIUM
NORWAY
WORLDWIDE
VIETNAM
ARGENTINA
ISRAEL
ROMANIA
TAIWAN
JAPAN
ITALY
SINGAPORE
COLOMBIA
TURKEY
PHILIPPINES
AUSTRIA
INDONESIA
POLAND
INDIA
CHINA
GREECE
SOUTH
AFRICA
HONG
KONG
MEXICO
MALAYSIA
U.A.E.
CHILE
THAILAND
KENYA
GHANA
NIGERIA
GLOBAL OVERVIEW
ONLINE SEARCH ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SEARCH
JAN
2023
DATAREPORTAL

428
1.6% 1.6% 1.6% 1.6% 1.6%
100
93 95 94
123
-6.9% +2.0% -1.1% +30.8%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
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
JAN
2023
DATAREPORTAL

429
$0.68
$0.62
$0.65 $0.65
$0.60
-9.1% +5.6% -1.1% -7.0%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
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
JAN
2023
DATAREPORTAL

430
100
84 89 89
107
-15.6% +5.0% ≈0% +21.1%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
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
JAN
2023
DATAREPORTAL

431
$226.0 +23.2% 33.9% +6.9%
ANNUAL SPEND
ON SOCIAL MEDIA
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN SOCIAL MEDIA
ADVERTISING SPEND
SOCIAL MEDIA’S SHARE
OF TOTAL DIGITAL
ADVERTISING SPEND
SOCIAL MEDIA’S SHARE OF TOTAL
GLOBAL OVERVIEW
SPEND ON SOCIAL MEDIA ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET
SOCIAL MEDIA ADVERTISING OVERVIEW
JAN
2023

432
20.2%
23.0%
25.6%
29.9%
31.7%
33.9%
+14.1% +11.2% +16.8% +5.9% +6.9%
2017 2018 2019 2020 2021 2022
REPORTS.
GLOBAL OVERVIEW
SOCIAL MEDIA ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SOCIAL MEDIA
JAN
2023
DATAREPORTAL

433
45.8%
42.8%
41.5%
41.4%
41.4%
40.2%
38.0%
36.9%
36.8%
35.8%
35.0%
35.0%
34.2%
33.9%
33.1%
32.9%
32.9%
32.8%
32.6%
32.2%
31.8%
31.8%
31.5%
30.8%
30.5%
30.3%
30.3%
30.2%
29.5%
29.3%
28.4%
28.4%
28.4%
28.1%
27.5%
27.3%
27.1%
26.9%
26.8%
26.8%
26.5%
26.4%
25.5%
24.7%
24.7%
24.4%
23.9%
22.9%
21.9%
15.4%
12.4%
CHINA
GREECE
NIGERIA
INDONESIA
MEXICO
COLOMBIA
MALAYSIA
SPAIN
ROMANIA
ITALY
U.A.E.
PORTUGAL
PHILIPPINES
WORLDWIDE
JAPAN
KENYA
CZECHIA
CHILE
ISRAEL
THAILAND
ARGENTINA
VIETNAM
AUSTRALIA
SOUTH
KOREA
SOUTH
AFRICA
SINGAPORE
BELGIUM
U.K.
U.S.A.
INDIA
TURKEY
BRAZIL
NORWAY
HONG
KONG
SAUDI
ARABIA
IRELAND
POLAND
DENMARK
CANADA
GHANA
SWEDEN
FRANCE
GERMANY
AUSTRIA
NETHERLANDS
EGYPT
TAIWAN
RUSSIA
NEW
ZEALAND
MOROCCO
SWITZERLAND
GLOBAL OVERVIEW
SOCIAL MEDIA ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SOCIAL MEDIA
JAN
2023
DATAREPORTAL

434
100
126
113
138
157
1.3% 1.3% 1.3% 1.3% 1.4%
+26.4% -10.7% +22.0% +14.2%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
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
JAN
2023
DATAREPORTAL

435
$10.19
$7.58
$8.10
$7.03 $6.67
-25.5% +6.8% -13.2% -5.1%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
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
JAN
2023
DATAREPORTAL

436
100
94 90
95
103
-5.9% -4.7% +5.9% +8.4%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
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
JAN
2023
DATAREPORTAL

437
$12.51 $12.33 $10.33 $7.06 $4.67 $3.97
BILLION BILLION BILLION BILLION BILLION BILLION
$567.49 $168.44 $112.68 $41.01 $37.99 $29.07
BILLION BILLION BILLION BILLION BILLION BILLION
TOTAL GLOBAL SPEND
ON DIGITAL ADS
ESTIMATED 2022 GLOBAL
AD REVENUE: GOOGLE
AD REVENUE: META
AD REVENUE: ALIBABA
AD REVENUE: AMAZON
AD REVENUE: BYTEDANCE
AD REVENUE: TENCENT
AD REVENUE: MICROSOFT
AD REVENUE: BAIDU
AD REVENUE: APPLE
AD REVENUE: TWITTER
AD REVENUE: SNAP
SOURCE: INSIDER INTELLIGENCE. NOTES: FIGURES REPRESENT ESTIMATES OF GLOBAL REVENUES FOR FULL-YEAR 2022 IN UNITED STATES DOLLARS. COMPARABILITY: FIGURE FOR TOTAL GLOBAL SPEND ON
DIGITAL ADS REFLECTS INSIDER INTELLIGENCE’S ESTIMATE, AND MAY NOT MATCH SIMILAR DATA POINTS FROM OTHER SOURCES INCLUDED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
INSIDER INTELLIGENCE ESTIMATES OF FULL-YEAR DIGITAL AD REVENUES BY PLATFORM IN 2022 (IN U.S. DOLLARS)
PERSPECTIVE: DIGITAL AD REVENUE BY PLATFORM
JAN
2023

438
$27.51 +20.4% 4.1% +4.6%
BILLION +$4.7 BILLION +18 BPS
ANNUAL SPEND
ON INFLUENCER
ADVERTISING (USD)
YEAR-ON-YEAR
CHANGE IN INFLUENCER
ADVERTISING SPEND
INFLUENCER ADVERTISING’S
SHARE OF TOTAL
DIGITAL AD SPEND
INFLUENCER ADVERTISING’S SHARE
OF TOTAL DIGITAL AD SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES
FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. FIGURES REPRESENT THE MONETARY VALUE PAID DIRECTLY TO INFLUENCERS OR THEIR AGENTS, AND DO NOT INCLUDE THE VALUE
OF PRODUCT GIVEAWAYS, MEDIA SPEND TO “BOOST” POSTS, OR AFFILIATE COMMISSIONS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SPEND ON INFLUENCER ADVERTISING ACTIVITIES (IN U.S. DOLLARS) AND THEIR SHARE OF THE DIGITAL ADVERTISING MARKET
INFLUENCER ADVERTISING OVERVIEW
JAN
2023

439
26.3%
24.3%
19.5%
19.5%
19.0%
18.4%
17.6%
17.2%
15.4%
15.2%
14.7%
14.3%
14.2%
14.1%
14.1%
13.3%
13.1%
12.8%
12.8%
12.8%
11.8%
11.5%
11.4%
11.0%
10.8%
10.5%
9.9%
9.8%
9.3%
9.1%
8.9%
8.6%
8.4%
7.9%
7.7%
7.7%
7.6%
7.6%
7.4%
7.4%
7.3%
7.3%
7.0%
6.7%
6.4%
5.9%
5.8%
5.5%
4.9%
4.6%
3.8%
INDIA
CHINA
NIGERIA
VIETNAM
THAILAND
U.A.E.
GHANA
WORLDWIDE
INDONESIA
POLAND
SOUTH
AFRICA
PHILIPPINES
SAUDI
ARABIA
MOROCCO
TURKEY
EGYPT
KENYA
BRAZIL
COLOMBIA
MALAYSIA
MEXICO
HONG
KONG
AUSTRALIA
U.S.A.
TAIWAN
CANADA
ARGENTINA
NORWAY
U.K.
CHILE
IRELAND
SPAIN
SINGAPORE
NEW
ZEALAND
AUSTRIA
ITALY
SWEDEN
SWITZERLAND
GERMANY
GREECE
FRANCE
ROMANIA
NETHERLANDS
PORTUGAL
DENMARK
ISRAEL
BELGIUM
CZECHIA
RUSSIA
SOUTH
KOREA
JAPAN
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
JAN
2023
DATAREPORTAL

440
16.5%
19.5%
18.7%
14.6%
10.0%
18.0%
20.1%
19.1%
15.1%
11.1%
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 FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
JAN
2023
DATAREPORTAL

441
43.2%
41.8%
41.3%
38.7%
38.0%
37.7%
36.8%
36.5%
36.3%
36.2%
36.1%
36.0%
36.0%
35.8%
35.7%
35.3%
35.2%
34.9%
34.5%
34.5%
34.3%
34.2%
34.1%
34.0%
33.6%
33.3%
33.2%
33.1%
33.0%
32.9%
32.5%
32.2%
30.9%
30.6%
29.7%
29.5%
29.2%
28.9%
28.9%
28.7%
28.4%
28.4%
26.9%
25.9%
25.5%
24.9%
24.3%
20.4%
17.0%
15.8%
11.7%
CHINA
INDONESIA
VIETNAM
INDIA
TAIWAN
GREECE
PORTUGAL
EGYPT
ISRAEL
POLAND
AUSTRIA
MALAYSIA
SPAIN
CANADA
WORLDWIDE
SWITZERLAND
GERMANY
MOROCCO
NEW
ZEALAND
U.A.E.
FRANCE
AUSTRALIA
RUSSIA
HONG
KONG
U.S.A.
SWEDEN
NETHERLANDS
SOUTH
AFRICA
NORWAY
SAUDI
ARABIA
TURKEY
BRAZIL
SINGAPORE
BELGIUM
ROMANIA
THAILAND
PHILIPPINES
ITALY
U.K.
IRELAND
CZECHIA
DENMARK
KENYA
CHILE
ARGENTINA
COLOMBIA
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
JAN
2023
DATAREPORTAL

442
34.2%
37.0%
33.0%
28.5%
25.4%
38.8%
40.8%
38.9%
34.4% 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 USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
JAN
2023
DATAREPORTAL

443
60.2%
53.1%
41.6%
38.8%
38.4%
33.8%
27.9%
THERE ARE TOO MANY ADS
ADS GET IN THE WAY
TO PROTECT MY PRIVACY
TO STOP INAPPROPRIATE CONTENT BEING SHOWN
ADS AREN’T RELEVANT TO ME
TO IMPROVE DEVICE PERFORMANCE
TO STOP COMPANIES COLLECTING DATA ABOUT ME
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.
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
JAN
2023
DATAREPORTAL

444
53.6%
52.5%
51.7%
50.6%
49.8%
49.6%
48.7%
47.5%
46.5%
46.4%
45.2%
44.4%
44.2%
43.2%
43.2%
42.9%
42.5%
42.2%
42.0%
41.4%
41.3%
41.2%
40.7%
40.5%
40.1%
40.0%
39.9%
39.8%
39.6%
39.0%
37.8%
37.2%
36.5%
36.3%
35.5%
34.8%
34.6%
33.5%
33.0%
32.5%
32.5%
32.3%
32.2%
31.8%
31.0%
27.6%
26.9%
24.9%
22.6%
19.7%
16.5%
AUSTRIA
GERMANY
GREECE
FRANCE
SWITZERLAND
DENMARK
ITALY
INDIA
NETHERLANDS
TURKEY
IRELAND
SPAIN
BRAZIL
BELGIUM
U.S.A.
SOUTH
AFRICA
SWEDEN
NEW
ZEALAND
CANADA
U.A.E.
U.K.
THAILAND
PORTUGAL
SINGAPORE
AUSTRALIA
KENYA
CZECHIA
PHILIPPINES
NORWAY
MALAYSIA
HONG
KONG
WORLDWIDE
INDONESIA
TAIWAN
SAUDI
ARABIA
COLOMBIA
MEXICO
POLAND
MOROCCO
CHILE
ISRAEL
VIETNAM
ARGENTINA
NIGERIA
CHINA
EGYPT
GHANA
ROMANIA
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
JAN
2023
DATAREPORTAL

445
37.7% 38.5%
36.6%
34.4% 34.1%
36.6%
39.4% 38.5%
35.7% 36.2%
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 DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES
JAN
2023
DATAREPORTAL

446
5.63 48 9.13 272.8 270.3 62.2
BILLION MILLION MILLION BILLION MILLION
6.08 89 2.86 354.3 348.5 386.5
BILLION MILLION MILLION BILLION MILLION
WEB PAGES
ABOUT DOGS
AVERAGE GOOGLE SEARCH
VOLUME INDEX FOR DOG
ANNUAL VIEWS OF THE
DOG PAGE ON WIKIPEDIA
INSTAGRAM POSTS
TAGGED WITH #DOG
VIEWS OF TIKTOK POSTS
TAGGED WITH #DOG
NUMBER OF TWITTER
USERS INTERESTED IN DOGS
WEB PAGES
ABOUT CATS
AVERAGE GOOGLE SEARCH
VOLUME INDEX FOR CAT
ANNUAL VIEWS OF THE
CAT PAGE ON WIKIPEDIA
INSTAGRAM POSTS
TAGGED WITH #CAT
VIEWS OF TIKTOK POSTS
TAGGED WITH #CAT
NUMBER OF TWITTER
USERS INTERESTED IN CATS
SOURCES: GOOGLE.COM; GOOGLE TRENDS; WMCLOUD; INSTAGRAM; TIKTOK; TWITTER’S ADVERTISING RESOURCES. NOTES: WEB PAGES BASED ON NUMBER OF RESULTS FOR A GOOGLE SEARCH FOR
EACH ANIMAL. GOOGLE TRENDS INDICES BASED ON WORLDWIDE SEARCHES FOR EACH ANIMAL THROUGHOUT 2022. WIKIPEDIA VIEWS REPRESENT VIEWS THROUGHOUT 2022 (ENGLISH LANGUAGE ONLY).
INSTAGRAM BASED ON TOTAL NUMBER OF POSTS INCLUDING EACH RESPECTIVE HASHTAG. TIKTOK BASED ON ALL-TIME VIEWS OF TIKTOK POSTS INCLUDING EACH RESPECTIVE HASHTAG. TWITTER INTEREST
BASED ON TOTAL POTENTIAL AD REACH FOR USERS INTERESTED IN EACH ANIMAL, ACCORDING TO TWITTER’S OWN CLASSIFICATION. PS: DON’T HATE THE MESSENGER.
GLOBAL OVERVIEW
CATS MAY STILL RULE THE WEB, BUT DOGS HAVE SEIZED NEW OPPORTUNITIES TO ENGAGE GROWING DIGITAL AUDIENCES
ESSENTIAL UPDATE: THE BATTLE FOR THE INTERNET
JAN
2023

DATAREPORTAL.COM/LIBRARY
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mobile ecosystem and beyond, including
most of the world’s mobile operators plus
major vendors, regulators, international
institutions and vertical sectors ranging
from automotive to retail.
Industry
Trusted
3 Global
Offices
Delhi Barcelona London
Serves over
800
organisations
40,000
users worldwide
Definitive data and analysis
for the mobile industry

data.ai
data.ai unlocks insights at every
stage of the customer lifecycle
Engagement
Boost user playtime or streaming by evaluating
and implementing market leading engagement
features and insights.
Retention
Utilize world class usage metrics to drill into
short and long term returning users and learn
how to avoid retention crashing pitfalls.
Monetization
Get the full picture with in-app purchase and
advertising revenue metrics that inform your
own monetization strategies.
Acquisition
Supercharge or unearth winning acquisition
and ASO strategies with top class market
evaluation tools.
Acquisition
Monetization Retention
Engagement

Semrush .Trends
Data. Insights. Impact.
Semrush .Trends provides instant market overview
and competitive digital insights for those who are
looking to grow their business.
It enables an in-depth view of market conditions
and trends for creating a growth-driven marketing
strategy.
All-encompassing insights for any
website, industry or market across
190 countries & regions
A single solution with 50+ tools
for your strategic vision
Accurate data for real-time market
and competitive insights

The following proprietary presentation is given for general informational purposes only and shall be kept strictly confidential.
✓ One login ✓ Streamlined workflows ✓ Unified insights and reporting ✓ Holistic measurement
Media that matters. Marketing that works.
2000+ $8bn+ 70+
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Business Proprietary & Confidential | 1
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We offer decision-makers the most reliable data,
delivering 360° visibility into the digital world.
Similarweb data and insights – from any website, in
any industry – enable companies to find untapped
opportunities to grow their business.
In a nutshell, we have:
Websites
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Apps
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Industries
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product SKUs
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Customers
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Global Offices
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Employees

We’re PPRO. We provide the infrastructure that makes it possible for
business and banks to deploy and evolve their digital payment services.
Meet the digital infrastructure
behind every payment disruptor
Search “PPRO”
Digital payment methods
Acquiring as a service
Risk management
Funds ﬂow management Digital payments infrastructure

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
products or services, nor is this report
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

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

Digital 2023 Global Overview Report - Data Reportal

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