Digital 2022 Global Overview Report (January 2022) v05

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THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022

Simon Kemp
CEO, Kepios
This summary barely scratches the surface
of this year’s findings though, so prepare
yourself for a...

APP ANNIE SIMILARWEB LOCOWISE SKAI
GWI STATISTA GSMA INTELLIGENCE SEMRUSH
PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SE...

DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMM...

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

!
The findings published in this report use the latest data available at the time of production. This may include revised ...

GLOBAL HEADLINES

9
7.91 5.31 4.95 4.62
BILLION BILLION BILLION BILLION
57.0% 67.1% 62.5% 58.4%
URBANISATION vs. POPULATION vs. POPULATION v...

10
+1.0% +1.8% +4.0% +10.1%
+80 MILLION +95 MILLION +192 MILLION +424 MILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR...

_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_D...

Hootsuite’s Perspective
Digital Trends
Three ways to embrace change and gain an edge on social media in 2022
Stretch the
s...

POPULATION ESSENTIALS

14
57.0% 60.8 86.7% 83.3% 90.1%
7.91 49.6% 50.4% +1.0% 31.4
BILLION
URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PER KM2
)
...

15
49.2
48.0
46.9
46.4
45.9
45.8
45.4
44.8
43.8
43.8
43.6
43.5
43.4
43.2
42.7
42.5
42.3
42.3
41.5
41.2
40.9
40.8
40.2
39.1...

16
$98,526
$95,237
$71,761
$69,958
$63,544
$60,552
$59,334
$59,238
$55,724
$55,352
$54,914
$54,264
$52,518
$51,968
$48,091...

17
20.3% 27.4% 15.5% 14.1% 4.8%
-5.1% (-110 BPS) +17.6% (+410 BPS) +7.6% (+110 BPS) +14.6% (+180 BPS) +9.1% (+40 BPS)
96.6...

18
1H 33M 1H 01M 0H 55M 1H 12M
+2.2% (+2M) [UNCHANGED] +1.9% (+1M) +1.4% (+1M)
6H 58M 3H 20M 2H 27M 2H 00M
+1.0% (+4M) -2....

INTERNET

20
4.95 62.5% +4.0% 6H 58M 92.1%
BILLION +192 MILLION +1.0% (+4M)
TOTAL
INTERNET
USERS
INTERNET USERS AS
A PERCENTAGE OF
T...

21
2,177
2,431
2,692
2,916
3,282
3,640
3,950
4,212
4,418
4,758
4,950
+11.7% +10.7% +8.3% +12.5% +10.9% +8.5% +6.6% +4.9% +...

22
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
A...

23
99.0%
99.0%
99.0%
98.0%
98.0%
98.0%
97.9%
97.0%
96.5%
96.0%
94.9%
94.0%
94.0%
94.0%
93.0%
93.0%
93.0%
93.0%
92.0%
92.0%...

24
232 NORTH KOREA <0.1% [BLOCKED]
231 CENTRAL AFRICAN REPUBLIC 7.1% 355,057
230 ERITREA 8.0% 290,533
229 COMOROS 8.5% 76,...

25
232 NORTH KOREA >99.9% 25,938,000
231 CENTRAL AFRICAN REPUBLIC 92.9% 4,613,000
230 ERITREA 92.0% 3,341,000
229 COMOROS ...

26
6H 09M
6H 23M 6H 20M 6H 29M
6H 46M 6H 48M 6H 38M
6H 54M 6H 58M
+3.8% -0.8% +2.4% +4.4% +0.5% -2.5% +4.0% +1.0%
Q3 Q3 Q3...

27
10:46
10:27
10:19
10:03
09:38
09:10
09:06
08:55
08:36
08:36
08:07
08:05
08:02
08:00
07:56
07:50
07:35
07:29
07:19
07:09...

28
08:18
07:16
06:35
06:03
05:13
07:51
07:11
06:41
05:59
05:12
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

29
61.0%
55.2%
53.1%
51.5%
51.3%
47.5%
45.8%
45.8%
42.7%
42.3%
37.6%
35.8%
34.6%
31.9%
30.8%
30.5%
28.2%
27.7%
21.4%
FINDI...

30
64.5% 29.4% 30.4% 13.8% 12.6%
-1.2% (-80 BPS) +4.3% (+120 BPS) +10.5% (+290 BPS) [NEW DATA POINT] +12.5% (+140 BPS)
92....

31
05:47
05:28
05:25
05:09
05:09
05:04
05:04
04:56
04:49
04:37
04:35
04:35
04:34
04:25
04:16
04:12
04:05
03:51
03:43
03:41...

32
05:37
04:54
04:54
04:40
04:34
04:22
04:21
04:18
04:11
04:04
04:01
03:55
03:54
03:50
03:44
03:42
03:41
03:38
03:37
03:34...

33
27.3%
33.1%
37.7% 39.1%
45.6%
49.4% 50.8%
52.8% 53.5%
+21.3% +13.8% +3.9% +16.5% +8.3% +2.9% +3.9% +1.3%
Q3 Q3 Q3 Q3 Q3...

34
29.06 69.92 +32.2% +53.0% 58.00 120.33 +40.0% +31.4%
8.53 14.01 +10.2% +11.2% 24.27 67.15 +107.8% +36.7%
29 36 0% 0% 10...

35
136.42
104.98
96.84
94.93
91.06
81.58
81.14
78.57
72.87
63.41
59.61
54.00
53.31
52.73
52.59
51.03
50.31
47.98
47.00
46....

36
138 AFGHANISTAN 5.24 +32.3% 1.84 35
137 PALESTINE 5.68 -5.0% 2.20 31
136 VENEZUELA 5.76 +5.9% 3.17 37
135 TAJIKISTAN 7....

37
184.65
171.37
158.19
152.31
146.62
134.10
131.46
124.36
109.65
103.71
98.86
98.69
97.51
96.82
94.84
94.67
94.63
93.26
9...

38
181 AFGHANISTAN 1.67 -20.1% 1.84 24
180 CUBA 1.90 +24.2% 0.84 115
179 TURKMENISTAN 1.98 +44.5% 0.79 26
178 YEMEN 2.76 +...

39
53.96% 43.53% 2.47% 0.03%
+2.0% -1.5% -12.4% -50.0%
+104 BPS -66 BPS -35 BPS -3 BPS
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CH...

40
83.5%
76.4%
75.9%
71.9%
70.6%
69.8%
69.4%
66.8%
64.3%
62.8%
58.5%
56.7%
56.4%
55.6%
55.0%
55.0%
54.2%
54.0%
53.9%
51.3%...

41
7.2%
12.9%
20.0%
31.3%
38.4%
48.3%
51.0%
47.1%
52.6% 52.4%
54.4%
+79% +56% +57% +23% +26% +5.6% -7.7% +12% -0.3% +3.8%
...

42
2.80% 2.34% 0.94% 2.50%
-19.8% (-69 BPS) +10.9% (+23 BPS) -30.4% (-41 BPS) -28.0% (-97 BPS)
64.06% 19.22% 4.19% 3.91%
+...

43
95.6%
95.2%
83.6%
58.1%
56.9%
50.4%
46.9%
42.3%
41.9%
40.5%
34.8%
32.6%
29.5%
28.8%
27.3%
26.5%
25.3%
23.9%
22.8%
22.3%...

44
11 REDDIT.COM 2.22B 0.39B 21M 58S 4.36
12 NAVER.COM 2.20B 0.11B 10M 44S 11.01
13 XVIDEOS.COM 2.13B 0.34B 18M 29S 8.79
1...

45
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
01 GOOGLE.COM 1.077T 58.1% 41.9% 11M 30S 8.70
02 YOUTUBE.CO...

46
0.66% 0.13% 0.11% 0.10% 0.25%
+8.2% (+5 BPS) -7.1% (-1 BPS) -15.4% (-2 BPS) -52.4% (-11 BPS) -64.3% (-45 BPS)
91.42% 3....

47
11 INSTAGRAM 27 -2.7%
12 TWITTER 21 -8.8%
13 YAHOO 21 -11.4%
14 TIEMPO 21 +29.3%
15 GOOGLE TRANSLATE 21 -10.6%
16 CLIMA...

48
32.9%
32.2%
25.7%
24.1%
23.3%
22.8%
22.6%
22.3%
22.1%
21.5%
21.2%
21.2%
20.1%
19.8%
19.3%
18.7%
18.5%
18.3%
17.6%
17.0%...

49
24.2%
26.0%
23.4%
21.1%
15.9%
26.1%
27.8%
24.5%
21.2%
17.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

50
50.9%
49.4%
49.3%
41.9%
41.1%
37.5%
36.6%
36.2%
34.6%
33.6%
32.7%
30.8%
29.6%
29.5%
29.4%
29.1%
27.9%
26.6%
26.3%
24.4%...

51
34.0%
31.5%
29.0%
26.2%
20.3%
31.9% 31.8%
30.0%
25.1%
18.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

52
57.0%
53.7%
52.6%
52.0%
49.7%
47.7%
45.6%
45.6%
45.1%
44.1%
43.1%
41.8%
41.7%
41.4%
41.2%
39.6%
38.5%
37.2%
36.3%
36.3%...

53
39.1%
31.9%
28.4%
25.9%
21.5%
36.4%
34.0%
31.2%
29.1%
25.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

54
29.8% 27.7% 28.5% 27.4% 26.7%
91.9% 51.4% 37.1% 31.3% 30.4%
EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
SPORTS CLIP OR
HIGHL...

55
70.6%
66.9%
63.3%
62.7%
60.3%
59.5%
59.0%
57.1%
54.5%
54.0%
51.3%
51.1%
51.0%
50.7%
50.1%
49.2%
46.8%
45.4%
45.2%
45.1%...

56
53.5%
47.3%
44.5%
40.3%
35.6%
52.2%
48.5%
46.7%
43.2%
35.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

57
60.4%
39.3%
34.9%
33.4%
31.9%
31.1%
29.8%
29.2%
28.4%
27.6%
27.3%
26.8%
26.7%
26.5%
25.8%
24.4%
23.0%
22.7%
21.8%
21.5%...

58
40.2%
32.4%
24.2%
18.8%
12.2%
30.3%
27.8%
23.5%
18.1%
12.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

59
98.3%
97.9%
97.7%
97.2%
97.1%
97.1%
96.9%
96.9%
96.7%
96.6%
96.4%
95.9%
95.7%
95.5%
95.5%
95.3%
95.3%
94.8%
94.5%
94.1%...

60
96.8% 95.6% 93.1%
88.6%
82.7%
96.2% 96.2% 94.0% 91.1%
84.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

61
25.7%
28.4% 29.5%
31.5%
36.5%
39.2%
41.2% 42.2%
44.0%
+10.6% +3.7% +6.9% +16.0% +7.4% +5.2% +2.3% +4.4%
Q3 Q3 Q3 Q3 Q3 ...

62
01 RED NOTICE 364,020,000
02 DON’T LOOK UP 321,520,000
03 BIRD BOX 282,020,000
04 EXTRACTION 231,340,000
05 THE UNFORGI...

63
39.6% 22.9% 20.4% 20.3%
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
...

64
01 OLIVIA RODRIGO – “DRIVERS LICENSE”
02 LIL NAS X – “MONTERO (CALL ME BY YOUR NAME) “
03 THE KID LAROI WITH JUSTIN BIE...

65
37.0%
35.6%
34.5%
29.3%
28.9%
24.6%
23.5%
21.9%
21.8%
21.5%
21.3%
21.3%
21.3%
20.6%
20.6%
20.5%
20.4%
20.3%
19.6%
19.2%...

66
22.8%
21.5%
19.6%
17.0%
13.4%
23.4% 23.5%
19.9%
16.8%
12.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

67
17.2% 13.6% 9.7% 8.7%
83.6% 68.1% 36.8% 25.8%
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEA...

68
96.4%
94.7%
94.5%
93.4%
92.0%
91.6%
91.5%
91.4%
91.2%
90.3%
90.2%
90.1%
89.3%
87.4%
86.9%
86.6%
86.3%
85.0%
84.5%
84.3%...

69
86.4% 86.0%
82.6%
76.5%
67.7%
91.1% 88.7% 86.8%
79.7%
68.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

70
PUZZLE PLATFORM 23%
ACTION ADVENTURE 21%
SHOOTER 21%
RACING 15%
SPORTS 15%
SIMULATION 15%
STRATEGY 15%
ONLINE BOARD GAM...

71
23.8%
22.4%
20.7%
20.7%
20.0%
19.6%
18.6%
17.4%
16.7%
15.2%
15.0%
14.2%
14.1%
14.0%
13.8%
12.3%
12.3%
12.3%
12.3%
12.0%...

72
10.5%
17.2%
16.4%
14.4%
10.7%
10.6%
16.2% 15.7%
14.3%
12.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

73
$15.71 $11.60 $8.74 $8.23
BILLION BILLION BILLION BILLION
+30% (+$3.7 BILLION) +25% (+$2.3 BILLION) +32% (+$2.1 BILLION...

74
51.5%
48.2%
47.4%
46.8%
46.8%
46.4%
45.2%
43.9%
43.1%
42.7%
40.8%
40.5%
40.0%
38.3%
38.1%
37.8%
37.6%
36.2%
36.1%
35.2%...

75
21.5%
27.9%
29.1%
31.9% 32.3%
24.1%
30.1% 31.1%
34.8%
37.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

76
20.1%
19.4%
19.4%
19.4%
18.6%
18.5%
16.4%
16.1%
15.6%
13.4%
13.2%
13.1%
12.9%
12.7%
12.6%
12.5%
11.4%
11.2%
11.1%
11.1%...

77
6.4%
9.5%
8.0%
5.8%
3.5%
13.3%
15.5%
13.2%
9.9%
5.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEAR...

78
43.8%
42.8%
41.0%
34.4%
34.4%
33.9%
33.5%
33.0%
32.6%
30.6%
30.3%
29.7%
28.0%
27.0%
26.9%
26.4%
26.0%
25.4%
24.3%
23.9%...

79
28.2%
30.2% 30.5%
28.4%
25.5%
24.3%
27.6%
25.6%
23.5%
20.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

80
52.3%
52.2%
51.7%
51.5%
46.8%
43.5%
42.5%
42.2%
41.9%
40.8%
40.6%
39.9%
39.3%
39.1%
39.0%
38.8%
38.6%
38.6%
37.9%
36.4%...

81
36.1%
32.2% 32.4%
38.1%
40.8%
31.7% 31.5% 31.2%
35.3%
39.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

82
42.0%
40.8%
38.2%
34.8%
34.3%
31.1%
29.9%
29.9%
29.8%
29.3%
28.3%
27.1%
27.0%
26.5%
25.6%
25.6%
25.3%
25.1%
25.1%
25.0%...

83
23.7%
28.7%
25.2%
20.9%
14.3%
37.1%
35.8%
29.8%
25.4%
19.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_D...

GWI’s top trends for 2022
Pursuit of
purpose
COVID not only changed how
we work, but why we work,
with purpose coming to t...

87
58.4% 74.8% 93.4% 46.1% 53.9%
4.62 +1.7% +10.1% 2H 27M 7.5
BILLION +77 MILLION +424 MILLION +1.4% (+2M)
90
SOCIAL MEDIA...

88
1,482
1,720 1,857
2,078
2,307
2,789
3,196
3,461
3,709
4,199
4,623
+16.0% +7.9% +11.9% +11.0% +20.9% +14.6% +8.3% +7.2% ...

89
6.0%
14.1%
10.1%
6.9%
4.9% 4.4%
7.1%
18.1%
12.1%
7.5%
4.9%
4.0%
13 – 19
YEARS OLD
20 – 29
YEARS OLD
30 – 39
YEARS OLD
4...

90
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
A...

91
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
A...

92
106.1%
91.7%
91.2%
90.8%
90.7%
89.5%
89.4%
89.2%
88.1%
87.1%
87.1%
86.5%
86.3%
86.2%
85.3%
84.3%
83.7%
82.7%
82.4%
82.3...

93
01 BRUNEI 116.5%* 516,500
02 UNITED ARAB EMIRATES 106.1%* 10,650,000
03 CAYMAN ISLANDS 100.8%* 67,450
04 MALTA 100.8%* ...

94
04:07
04:06
03:58
03:46
03:43
03:41
03:26
03:24
03:20
03:17
03:13
03:04
03:03
03:02
02:59
02:59
02:36
02:31
02:29
02:28...

95
03:13
02:50
02:27
02:03
01:33
02:43
02:34
02:15
01:48
01:18
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – ...

96
1H 37M
1H 45M
1H 51M
2H 08M
2H 15M
2H 22M 2H 25M 2H 25M 2H 27M
+8.2% +5.7% +15.3% +5.5% +5.2% +2.1% 0% +1.4%
Q3 Q3 Q3 Q...

97
26.3% 27.4%
29.2%
32.9% 33.3%
34.8%
36.4%
35.0% 35.2%
+4.3% +6.5% +12.6% +1.0% +4.7% +4.7% -3.9% +0.4%
Q3 Q3 Q3 Q3 Q3 Q...

98
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING CONTENT
SEEING WHAT’S BEING TA...

99
2,910
2,562
2,000
1,478
1,263
1,000
988
600
574
573
573
557
550
444
436
430
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRA...

100
8.7
8.6
8.5
8.5
8.2
8.1
8.0
8.0
7.9
7.8
7.8
7.7
7.6
7.5
7.5
7.4
7.4
7.2
7.1
7.0
7.0
6.7
6.7
6.6
6.6
6.6
6.5
6.5
6.3
6....

101
8.0 8.1
7.4
6.5
5.5
8.1 8.1
7.5
6.6
5.2
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 6...

102
SOURCE: GWI (Q3 2021). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA F...

103
15.7%
14.8%
14.5%
11.4%
5.1%
4.3%
3.3%
2.6%
2.0%
1.8%
1.8%
1.6%
1.4%
1.3%
1.0%
1.0%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT...

104
WHATSAPP 14.5% 15.7% 16.9% 19.3% 19.6%
INSTAGRAM 22.8% 13.8% 8.7% 6.3% 4.2%
FACEBOOK 11.1% 15.9% 17.7% 17.9% 18.9%
WEC...

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