SlideShare a Scribd company logo
LOOKING AHEAD TO KEY DIGITAL THEMES IN 2023 AND BEYOND
WHAT 2023 HOLDS
SIMON KEMP
@ESKIMON
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
SALES PITCH
@ESKIMON
6
ESSENTIAL DIGITAL THEMES
FOR 2023 AND BEYOND
@ESKIMON
8
LATEST
HEADLINES
9
7.98 5.34 5.03 4.70
BILLION BILLION BILLION BILLION
57.0% 66.9% 63.1% 59.0%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED
ITS POPULATION DATA SINCE OUR PREVIOUS REPORT, WHICH MAY AFFECT ALL VALUES THAT COMPARE DIGITAL ACTIVITY TO POPULATION, AND MAY RESULT IN APPARENT DECREASES IN DIGITAL ADOPTION.
HOWEVER, WE ADVISE CAUTION WHEN INTERPRETING ANY CHANGES IN THESE COMPARATIVE FIGURES, BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA.
GLOBAL OVERVIEW
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
JUL
2022
9
10
+0.8% +1.8% +3.7% +5.1%
+66 MILLION +93 MILLION +178 MILLION +227 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; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT
ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
JUL
2022
10
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
11
CURRENT GROWTH IS QUITE A LOT SLOWER THAN
THE PEAK RATES WE SAW AT THE HEIGHT OF COVID
@ESKIMON
12
THE OUTLOOK FOR GLOBAL
DIGITAL GROWTH IN 2023
#1
SOURCES: KEPIOS ANALYSIS (SEP 2022) BASED ON DATA FROM THE ITU; GSMA INTELLIGENCE; GWI; EUROSTAT; CIA WORLD FACTBOOK; CNNIC; APJII; VARIOUS GOVERNMENT BODIES.
FIRST
WEBSITE
13
2.6
4.3
6.9
10
21
39
78
121
189
283
416
505
668
784
917
1,040
1,166
1,383
1,578
1,763
1,990
2,177
2,431
2,692
2,916
3,282
3,640
3,950
4,212
4,418
4,758
4,950
5,003
JAN
1991
JAN
1992
JAN
1993
JAN
1994
JAN
1995
JAN
1996
JAN
1997
JAN
1998
JAN
1999
JAN
2000
JAN
2001
JAN
2002
JAN
2003
JAN
2004
JAN
2005
JAN
2006
JAN
2007
JAN
2008
JAN
2009
JAN
2010
JAN
2011
JAN
2012
JAN
2013
JAN
2014
JAN
2015
JAN
2016
JAN
2017
JAN
2018
JAN
2019
JAN
2020
JAN
2021
JAN
2022
JUL
2022
GLOBAL OVERVIEW
NUMBER OF GLOBAL INTERNET USERS (IN MILLIONS)
INTERNET USERS OVER TIME
SEP
2022
DATAREPORTAL
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
14
CURRENT TRENDS SUGGEST THAT 2 IN 3 PEOPLE
ON EARTH WILL BE ONLINE BY THE END OF 2023
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING TV AUDIENCE DATA FROM STATISTA (ACCESSED SEP 2022).
15
BY LATE 2023, THE ONLINE POPULATION SHOULD
BE ALMOST AS BIG AS THE GLOBAL TV AUDIENCE
@ESKIMON • SOURCES: STATISTA (ACCESSED SEP 2022); KEPIOS ANALYSIS (SEP 2022)
16
5.03 BILLION
GLOBAL INTERNET USERS
5.41 BILLION
THE INTERNET IS ALMOST AS BIG AS TV
GLOBAL TELEVISION AUDIENCE
vs
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM STATISTA (ACCESSED SEP 2022).
17
CURRENT GROWTH RATES SUGGEST THESE TWO
AUDIENCES WILL BE EQUAL BY THE END OF 2023
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
18
MEANWHILE, MORE THAN 75% OF ELIGIBLE (13+)
AUDIENCES ALREADY USE SOCIAL MEDIA TODAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
19
TRENDS SUGGEST WE’LL SEE CLOSE TO 5 BILLION
SOCIAL MEDIA USERS BY THE END OF 2023
@ESKIMON
20
HOWEVER…
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
21
IT’S BECOMING INCREASINGLY DIFFICULT TO
CONNECT THE WORLD’S “UNCONNECTED”
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
22
IT’S UNLIKELY THAT WE’LL EVER REACH 100%
INTERNET CONNECTIVITY AROUND THE WORLD
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
23
FOR STARTERS, THERE MAY ALWAYS BE SOME
PEOPLE WHO CHOOSE NOT TO USE THE INTERNET
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
24
HOWEVER, VARIOUS CHALLENGES ALSO REMAIN
FOR PEOPLE WHO DO WANT TO COME ONLINE
25
CHAD 19.9% 8.4% 46.2% 12.1%
PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2%
MADAGASCAR 22.7% 26.9% 53.4% 12.3%
GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2%
SIERRA LEONE 23.1% 22.7% 63.8% 16.5%
AFGHANISTAN 23.2% 97.7% 75.1% 50.5%
MOZAMBIQUE 24.2% 29.6% 63.4% 37.2%
UGANDA 24.3% 41.3% 55.9% 19.8%
TANZANIA 25.0% 37.7% 60.7% 31.8%
ETHIOPIA 25.0% 48.3% 49.6% 8.9%
NORTH KOREA1
<0.1% 49.4% 93.8% 84.7%
ERITREA 8.0% 50.4% 51.8% 11.9%
COMOROS 8.5% 84.0% 80.2% 35.9%
CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1%
SOUTH SUDAN 11.4% 6.7% 41.0% 15.8%
SOMALIA 14.1% 36.0% 56.5% 39.3%
NIGER 14.8% 18.8% 46.9% 14.8%
BURUNDI 15.1% 11.1% 62.2% 45.7%
DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4%
MALAWI 19.8% 11.2% 70.0% 26.6%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; 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
APR
2022
25
25
CHAD 19.9% 8.4% 46.2% 12.1%
PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2%
MADAGASCAR 22.7% 26.9% 53.4% 12.3%
GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2%
SIERRA LEONE 23.1% 22.7% 63.8% 16.5%
AFGHANISTAN 23.2% 97.7% 75.1% 50.5%
MOZAMBIQUE 24.2% 29.6% 63.4% 37.2%
UGANDA 24.3% 41.3% 55.9% 19.8%
TANZANIA 25.0% 37.7% 60.7% 31.8%
ETHIOPIA 25.0% 48.3% 49.6% 8.9%
NORTH KOREA1
<0.1% 49.4% 93.8% 84.7%
ERITREA 8.0% 50.4% 51.8% 11.9%
COMOROS 8.5% 84.0% 80.2% 35.9%
CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1%
SOUTH SUDAN 11.4% 6.7% 41.0% 15.8%
SOMALIA 14.1% 36.0% 56.5% 39.3%
NIGER 14.8% 18.8% 46.9% 14.8%
BURUNDI 15.1% 11.1% 62.2% 45.7%
DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4%
MALAWI 19.8% 11.2% 70.0% 26.6%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; 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
APR
2022
26
25
CHAD 19.9% 8.4% 46.2% 12.1%
PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2%
MADAGASCAR 22.7% 26.9% 53.4% 12.3%
GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2%
SIERRA LEONE 23.1% 22.7% 63.8% 16.5%
AFGHANISTAN 23.2% 97.7% 75.1% 50.5%
MOZAMBIQUE 24.2% 29.6% 63.4% 37.2%
UGANDA 24.3% 41.3% 55.9% 19.8%
TANZANIA 25.0% 37.7% 60.7% 31.8%
ETHIOPIA 25.0% 48.3% 49.6% 8.9%
NORTH KOREA1
<0.1% 49.4% 93.8% 84.7%
ERITREA 8.0% 50.4% 51.8% 11.9%
COMOROS 8.5% 84.0% 80.2% 35.9%
CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1%
SOUTH SUDAN 11.4% 6.7% 41.0% 15.8%
SOMALIA 14.1% 36.0% 56.5% 39.3%
NIGER 14.8% 18.8% 46.9% 14.8%
BURUNDI 15.1% 11.1% 62.2% 45.7%
DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4%
MALAWI 19.8% 11.2% 70.0% 26.6%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; 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
APR
2022
27
@ESKIMON
28
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
29
EXPECT TO SEE DIGITAL USER GROWTH SLOW IN
2023 COMPARED WITH RECENT GROWTH RATES
@ESKIMON
30
THE TIME PEOPLE
SPEND ONLINE
#2
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
31
THE TYPICAL USER ALREADY SPENDS MORE THAN
40% OF THEIR WAKING LIFE USING THE INTERNET
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM GWI (Q1 2022).
32
1.43 BILLION YEARS
@ESKIMON
33
HOWEVER…
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
34
THE AMOUNT OF TIME EACH PERSON SPENDS
ONLINE EACH DAY REMAINS RELATIVELY STABLE
24
06:42 06:55 06:55 06:56 06:55 06:57 06:57 06:53 06:49
+3.2% 0% +0.2% -0.2% +0.5% 0% -1.0% -1.0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: GWI (Q1 2020 TO Q1 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
JUL
2022
35
@ESKIMON
36
CONSEQUENCE
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
37
NEW ONLINE ACTIVITIES MAY NOW CANNIBALISE
EXISTING DIGITAL HABITS, NOT OFFLINE ACTIVITIES
@ESKIMON
38
IMPLICATIONS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
39
ENDURING SUCCESS WILL INCREASINGLY DEPEND
ON DELIVERING TANGIBLE VALUE, NOT JUST SCALE
@ESKIMON
40
THIS IS PARTICULARLY RELEVANT TO BUSINESS
MODELS THAT FOCUS ON INTERRUPTIVE ADS
@ESKIMON
41
PEOPLE MAY BECOME INCREASINGLY IRRITATED BY
INTERRUPTIONS THAT WASTE THEIR ONLINE TIME
@ESKIMON
42
RETHINKING HOW WE SEE
SOCIAL MEDIA PLATFORMS
#3
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
43
THE TIME USERS SPEND ON SOCIAL MEDIA HAS
ALSO REMAINED QUITE STABLE IN RECENT YEARS
116
02:23
02:30
02:25 02:22 02:24 02:27 02:28 02:29 02:29
+4.9% -3.3% -2.1% +1.4% +2.1% +0.7% +0.7% 0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: GWI (Q1 2020 TO Q1 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 SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA
JUL
2022
44
@ESKIMON
45
HOWEVER…
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
46
THE MIX OF SOCIAL PLATFORMS THAT CAPTURE
THE LARGEST SHARE OF OUR TIME HAS CHANGED
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM DATA.AI (JUL 2022).
47
PEOPLE NOW SPEND CONSIDERABLY MORE TIME
ON TIKTOK THAN THEY DID A FEW MONTHS AGO
127
23.6 HOURS / MONTH
23.2 HOURS / MONTH
19.4 HOURS / MONTH
17.5 HOURS / MONTH
11.8 HOURS / MONTH
10.9 HOURS / MONTH
5.4 HOURS / MONTH
3.9 HOURS / MONTH
3.2 HOURS / MONTH
3.2 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31
MARCH 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 IN Q1 2022, ACCORDING TO DATA.AI
TIME USING SOCIAL APPS: DATA.AI DATA
JUL
2022
48
127
23.6 HOURS / MONTH
23.2 HOURS / MONTH
19.4 HOURS / MONTH
17.5 HOURS / MONTH
11.8 HOURS / MONTH
10.9 HOURS / MONTH
5.4 HOURS / MONTH
3.9 HOURS / MONTH
3.2 HOURS / MONTH
3.2 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31
MARCH 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 IN Q1 2022, ACCORDING TO DATA.AI
TIME USING SOCIAL APPS: DATA.AI DATA
JUL
2022
49
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
50
BUT USAGE MOTIVATIONS VARY CONSIDERABLY
BETWEEN THE TOP SOCIAL MEDIA PLATFORMS
130
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
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
SOURCE: GWI (Q1 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
JUL
2022
51
130
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
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
SOURCE: GWI (Q1 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
JUL
2022
52
130
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
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
SOURCE: GWI (Q1 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
JUL
2022
53
130
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
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
SOURCE: GWI (Q1 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
JUL
2022
54
130
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
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
SOURCE: GWI (Q1 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
JUL
2022
55
@ESKIMON
56
SHOULD MARKETERS STILL BE COMPARING TIKTOK
WITH FACEBOOK, OR TWITTER WITH SNAPCHAT?
@ESKIMON
57
“Social” is a behaviour,
not a media channel.
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
58
EACH PLATFORM HAS A DIFFERENT FUNCTIONAL
AND EMOTIONAL ROLE IN PEOPLE’S LIVES
@ESKIMON
59
CONSEQUENCE
@ESKIMON
60
WE NEED TO RECALIBRATE OUR VOCABULARY,
AS WELL AS HOW WE DIVIDE MEDIA BUDGETS
@ESKIMON • SOURCES: GWI (Q1 2022); SENSOR TOWER (JUL 2022). NOTE: FIGURES REPRESENT GLOBAL AVERAGES. ADVISORY: DATA ARE FROM DIFFERENT SOURCES, SO ARE NOT COMPARABLE ON A LIKE-FOR-LIKE BASIS.
61
0H 51M
INSTAGRAM
1H 35M
TIKTOK
1H 30M
STREAMING TV (E.G. NETFLIX)
1H 55M
LINEAR (BROADCAST) TV
DAILY TIME SPENT WITH DIFFERENT KINDS OF MEDIA
@ESKIMON
62
REALITY: THE OPTIMUM APPROACH DEPENDS ON
THE BRAND, THE AUDIENCE, AND OUR OBJECTIVES
@ESKIMON
63
TAKEAWAY
@ESKIMON
64
Divide your budgets based
on what unites your audience
@ESKIMON
65
BUILD CHANNEL PLANS AROUND AUDIENCES’
DESIRED OUTCOMES, NOT MEDIA “BUCKETS”
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
66
BUT “TANGIBLE VALUE” IS ALSO RESHAPING HOW
PEOPLE SPEND THEIR MONEY, NOT JUST THEIR TIME
@ESKIMON
67
THE RISE AND
FALL OF NFTS
#4
85
28.6% 39.2% 32.2%
HEARD OF THE TERM ‘NFT’ AND
UNDERSTAND WHAT AN NFT IS
HEARD OF THE TERM ‘NFT’, BUT
STILL NOT SURE WHAT AN NFT IS
NOT HEARD OF
NFTS BEFORE
SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD.
SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
PERCENTAGE OF SURVEY RESPONDENTS* WHO AGREED WITH EACH STATEMENT
AWARENESS OF NFTS
JUL
2022
68
85
28.6% 39.2% 32.2%
HEARD OF THE TERM ‘NFT’ AND
UNDERSTAND WHAT AN NFT IS
HEARD OF THE TERM ‘NFT’, BUT
STILL NOT SURE WHAT AN NFT IS
NOT HEARD OF
NFTS BEFORE
SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD.
SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
PERCENTAGE OF SURVEY RESPONDENTS* WHO AGREED WITH EACH STATEMENT
AWARENESS OF NFTS
JUL
2022
69
86
26.7%
21.9%
16.5%
14.0%
10.9%
7.8%
2.2%
A TYPE OF CRYPTOCURRENCY
A FILE THAT ESTABLISHES PROOF OF OWNERSHIP OF A DIGITAL ASSET
A WAY OF RECORDING DIGITAL TRANSACTIONS
A DIGITAL IMAGE / OBJECT THAT PEOPLE CAN OWN
NONE OF THESE
A TYPE OF DIGITAL ART
OTHER
SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD.
SEE GWI.COM FOR FULL DETAILS. ALL SURVEY RESPONDENTS COULD ANSWER THIS QUESTION, INCLUDING THOSE WHO HAD NOT PREVIOUSLY HEARD OF NFTS.
GLOBAL OVERVIEW
PERCENTAGE OF SURVEY RESPONDENTS* WHO IDENTIFIED EACH OPTION AS BEING THE “BEST” DESCRIPTION OF AN NFT
UNDERSTANDING OF NFTS
JUL
2022
70
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI ZEITGEIST (APR 2022).
71
TAKEAWAY: LESS THAN A QUARTER OF INTERNET
USERS ACTUALLY UNDERSTAND WHAT AN NFT IS
!
72
SOURCE: NONFUNGIBLE.COM (SEP 2022). NOTE: WALLETS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
73
0
200,000
400,000
600,000
800,000
1,000,000
22 SEP
2020
22 OCT
2020
22 NOV
2020
22 DEC
2020
22 JAN
2021
22 FEB
2021
22 MAR
2021
22 APR
2021
22 MAY
2021
22 JUN
2021
22 JUL
2021
22 AUG
2021
22 SEP
2021
22 OCT
2021
22 NOV
2021
22 DEC
2021
22 JAN
2022
22 FEB
2022
22 MAR
2022
22 APR
2022
22 MAY
2022
22 JUN
2022
22 JUL
2022
22 AUG
2022
22 SEP
2022
03 DEC 2021:
1,020,524
22 SEP 2022:
199,874
GLOBAL OVERVIEW
THE NUMBER OF BLOCKCHAIN WALLETS THAT ENGAGED IN NFT TRADES IN THE PRECEDING 30-DAY PERIOD, ACCORDING TO NONFUNGIBLE.COM
WALLETS TRADING NFTS IN PRECEDING 30 DAYS
SEP
2022
DATAREPORTAL
SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE
FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE
PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES
(ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED.
74
120,000,000
NUMBER OF TEENS AGED 13
TO 17 WHO SAW FACEBOOK
ADS IN THE PAST 30 DAYS
300,000,000
WORLDWIDE MONTHLY
VISITORS TO QUORA’S
WEBSITE AND / OR APP
477,000,000
PUTTING NFT TRADING INTO PERSPECTIVE
NUMBER OF UNIQUE
VISITORS TO YAHOO.COM
IN THE PAST 30 DAYS
560,000,000
NUMBER OF WORKING-AGE
ADULTS WHO LISTENED TO A
PODCAST IN THE PAST 7 DAYS*
200,000
NUMBER OF BLOCKCHAIN
WALLETS THAT TRADED
NFTS IN THE PAST 30 DAYS
2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS
2,385 : 1 vs. NFTS 600 : 1 vs. NFTS
SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE
FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE
PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES
(ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED.
75
120,000,000
NUMBER OF TEENS AGED 13
TO 17 WHO SAW FACEBOOK
ADS IN THE PAST 30 DAYS
300,000,000
WORLDWIDE MONTHLY
VISITORS TO QUORA’S
WEBSITE AND / OR APP
477,000,000
PUTTING NFT TRADING INTO PERSPECTIVE
NUMBER OF UNIQUE
VISITORS TO YAHOO.COM
IN THE PAST 30 DAYS
560,000,000
NUMBER OF WORKING-AGE
ADULTS WHO LISTENED TO A
PODCAST IN THE PAST 7 DAYS*
200,000
NUMBER OF BLOCKCHAIN
WALLETS THAT TRADED
NFTS IN THE PAST 30 DAYS
2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS
2,385 : 1 vs. NFTS 600 : 1 vs. NFTS
SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE
FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE
PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES
(ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED.
76
120,000,000
NUMBER OF TEENS AGED 13
TO 17 WHO SAW FACEBOOK
ADS IN THE PAST 30 DAYS
300,000,000
WORLDWIDE MONTHLY
VISITORS TO QUORA’S
WEBSITE AND / OR APP
477,000,000
PUTTING NFT TRADING INTO PERSPECTIVE
NUMBER OF UNIQUE
VISITORS TO YAHOO.COM
IN THE PAST 30 DAYS
560,000,000
NUMBER OF WORKING-AGE
ADULTS WHO LISTENED TO A
PODCAST IN THE PAST 7 DAYS*
200,000
NUMBER OF BLOCKCHAIN
WALLETS THAT TRADED
NFTS IN THE PAST 30 DAYS
2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS
2,385 : 1 vs. NFTS 600 : 1 vs. NFTS
@ESKIMON
77
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
78
DATA SUGGESTS THAT NFTS MAY BE A LOT LESS
POPULAR THAN MEDIA COVERAGE SUGGESTS
SOURCE: NONFUNGIBLE.COM (SEP 2022). NOTE: VALUES MAY INCLUDE MULTIPLE TRADES OF THE SAME NFT.
79
0
$1 BILLION
$2 BILLION
$3 BILLION
$4 BILLION
$5 BILLION
22 SEP
2020
22 OCT
2020
22 NOV
2020
22 DEC
2020
22 JAN
2021
22 FEB
2021
22 MAR
2021
22 APR
2021
22 MAY
2021
22 JUN
2021
22 JUL
2021
22 AUG
2021
22 SEP
2021
22 OCT
2021
22 NOV
2021
22 DEC
2021
22 JAN
2022
22 FEB
2022
22 MAR
2022
22 APR
2022
22 MAY
2022
22 JUN
2022
22 JUL
2022
22 AUG
2022
22 SEP
2022
04 SEP 2021:
$4.798 BILLION
22 SEP 2022:
$416 MILLION
GLOBAL OVERVIEW
CUMULATIVE MONTHLY VALUE OF ALL NFT TRADES IN THE PRECEDING 30 DAYS, ACCORDING TO NONFUNGIBLE.COM
VALUE OF NFTS TRADED IN PRECEDING 30 DAYS
SEP
2022
DATAREPORTAL
@ESKIMON
80
EVEN MORE
WORRYINGLY…
@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022), BASED ON DATA PUBLISHED BY NONFUNGIBLE.COM (APR 2022).
81
HALF OF THE VALUE OF NFT TRADES IN Q1 2022
COULD BE ATTRIBUTED TO “WASH TRADING”
@ESKIMON • SOURCE: BASED ON “WHAT IS NFT WASH TRADING?”, LEDGER.COM (JUN 2022).
82
Wash trading occurs when
traders buy and sell assets that
they already own – often multiple
times – in order to make those
assets appear more valuable.
83
84
85
86
@ESKIMON
87
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM NONFUNGIBLE.COM (SEP 2022).
88
EVEN IF NFTS LOOK ATTRACTIVE, MUCH OF THE
PURPORTED VALUE MAY BE SMOKE AND MIRRORS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
89
IN ORDER TO ACHIEVE THEIR POTENTIAL, NFTS
MUST MOVE BEYOND SCAMS TO DELIVER UTILITY
@ESKIMON
90
WILL CRYPTO GO
MAINSTREAM?
#5
@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022), BASED ON DATA FROM GWI (Q1 2022).
91
OWNERSHIP OF CRYPTOCURRENCIES HAS
SURGED BY 50% OVER THE PAST YEAR
83
24.7%
23.6%
21.8%
21.3%
21.1%
21.0%
19.5%
19.3%
18.8%
18.4%
18.3%
17.2%
15.9%
15.9%
15.8%
15.7%
15.5%
15.4%
14.2%
14.1%
14.1%
13.1%
13.0%
12.5%
12.3%
12.1%
12.0%
11.8%
11.2%
10.8%
10.4%
10.3%
9.8%
9.8%
9.6%
9.3%
9.2%
9.2%
8.6%
7.9%
7.3%
7.2%
7.0%
6.0%
5.7%
5.5%
4.5%
3.8%
3.7%
TURKEY
ARGENTINA
SOUTH
AFRICA
THAILAND
PHILIPPINES
NIGERIA
SINGAPORE
BRAZIL
U.A.E.
INDONESIA
NETHERLANDS
INDIA
PORTUGAL
U.S.A.
VIETNAM
SOUTH
KOREA
MALAYSIA
HONG
KONG
SWITZERLAND
AUSTRALIA
CANADA
AUSTRIA
NEW
ZEALAND
COLOMBIA
IRELAND
WORLDWIDE
CZECHIA
DENMARK
SPAIN
GREECE
U.K.
MEXICO
GERMANY
TAIWAN
POLAND
BELGIUM
ROMANIA
SWEDEN
SAUDI
ARABIA
KENYA
ISRAEL
ITALY
FRANCE
EGYPT
JAPAN
CHINA
GHANA
RUSSIA
MOROCCO
SOURCE: GWI (Q1 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
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JUL
2022
92
83
24.7%
23.6%
21.8%
21.3%
21.1%
21.0%
19.5%
19.3%
18.8%
18.4%
18.3%
17.2%
15.9%
15.9%
15.8%
15.7%
15.5%
15.4%
14.2%
14.1%
14.1%
13.1%
13.0%
12.5%
12.3%
12.1%
12.0%
11.8%
11.2%
10.8%
10.4%
10.3%
9.8%
9.8%
9.6%
9.3%
9.2%
9.2%
8.6%
7.9%
7.3%
7.2%
7.0%
6.0%
5.7%
5.5%
4.5%
3.8%
3.7%
TURKEY
ARGENTINA
SOUTH
AFRICA
THAILAND
PHILIPPINES
NIGERIA
SINGAPORE
BRAZIL
U.A.E.
INDONESIA
NETHERLANDS
INDIA
PORTUGAL
U.S.A.
VIETNAM
SOUTH
KOREA
MALAYSIA
HONG
KONG
SWITZERLAND
AUSTRALIA
CANADA
AUSTRIA
NEW
ZEALAND
COLOMBIA
IRELAND
WORLDWIDE
CZECHIA
DENMARK
SPAIN
GREECE
U.K.
MEXICO
GERMANY
TAIWAN
POLAND
BELGIUM
ROMANIA
SWEDEN
SAUDI
ARABIA
KENYA
ISRAEL
ITALY
FRANCE
EGYPT
JAPAN
CHINA
GHANA
RUSSIA
MOROCCO
SOURCE: GWI (Q1 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
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JUL
2022
93
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
94
HOWEVER, AS WITH NFTS, SPECULATION MAY BE
DISTRACTING FROM CRYPTO’S TRUE POTENTIAL
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON THE COMBINED MARKET CAP OF MAJOR GLOBAL STOCK INDICES.
95
CONTEXT: MANY FORMS OF INVESTMENT HAVE
SUFFERED BIG LOSSES OVER RECENT MONTHS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON THE USD EXCHANGE RATES FOR BITCOIN AND ETHEREUM.
96
HOWEVER, INVESTMENTS IN CRYPTOCURRENCY
HAVE BEEN PARTICULARLY BADLY AFFECTED
SOURCE: GOOGLE FINANCE. NOTES: FIGURES REPRESENT THE PUBLISHED EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT 23:58 ON EACH DAY. INTRA-DAY TRADING VALUES MAY HAVE BEEN QUITE
DIFFERENT TO THE VALUE AT 23:58.
97
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
21 SEP
2020
21 OCT
2020
21 NOV
2020
21 DEC
2020
21 JAN
2021
21 FEB
2021
21 MAR
2021
21 APR
2021
21 MAY
2021
21 JUN
2021
21 JUL
2021
21 AUG
2021
21 SEP
2021
21 OCT
2021
21 NOV
2021
21 DEC
2021
21 JAN
2022
21 FEB
2022
21 MAR
2022
21 APR
2022
21 MAY
2022
21 JUN
2022
21 JUL
2022
21 AUG
2022
21 SEP
2022
08 NOV 2021:
$67,583
12 DEC 2020:
$18,812
21 SEP 2022:
$18,465
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
SEP
2022
DATAREPORTAL
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GOOGLE FINANCE (ACCESSED SEP 2022).
98
THE BITCOIN-USD EXCHANGE RATE FLUCTUATED
BY 5% OR MORE ON 119 DAYS IN THE PAST 2 YEARS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GOOGLE FINANCE (ACCESSED SEP 2022).
99
HOWEVER, THE VALUE OF BITCOIN INCREASED
BY 77% BETWEEN 21 SEP 2020 AND 21 SEP 2022
@ESKIMON
100
LOOKING
AHEAD
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022) AND VARIOUS OTHER SOURCES.
101
CRYPTOCURRENCIES HAVE SHOWN ENDURING
APPEAL WITH INDIVIDUALS AND INVESTORS
@ESKIMON
102
MY TAKE: CRYPTOCURRENCIES SHOULD
BE WITH US FOR THE LONG TERM
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
103
HOWEVER, IT MAY BE MANY YEARS BEFORE WE
START USING CRYPTO FOR EVERYDAY PAYMENTS
@ESKIMON
104
THE STATE OF
THE METAVERSE
#6
@ESKIMON
105
SURPRISE!
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS SOURCES INCLUDING ACTIVEPLAYER.IO (SEP 2022).
106
THERE’S ALREADY PLENTY OF EVIDENCE TO
DEMONSTRATE THE APPEAL OF VIRTUAL WORLDS
@ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA.
107
MINECRAFT
170 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 17 MILLION
PLAYERS PER DAY IN THE PAST MONTH
ROBLOX
VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES
200 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 20 MILLION
PLAYERS PER DAY IN THE PAST MONTH
FORTNITE
260 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 23 MILLION
PLAYERS PER DAY IN THE PAST MONTH
@ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA.
108
MINECRAFT
170 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 17 MILLION
PLAYERS PER DAY IN THE PAST MONTH
ROBLOX
VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES
200 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 20 MILLION
PLAYERS PER DAY IN THE PAST MONTH
FORTNITE
260 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 23 MILLION
PLAYERS PER DAY IN THE PAST MONTH
@ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA.
109
MINECRAFT
170 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 17 MILLION
PLAYERS PER DAY IN THE PAST MONTH
ROBLOX
VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES
200 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 20 MILLION
PLAYERS PER DAY IN THE PAST MONTH
FORTNITE
260 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 23 MILLION
PLAYERS PER DAY IN THE PAST MONTH
@ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA.
110
MINECRAFT
170 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 17 MILLION
PLAYERS PER DAY IN THE PAST MONTH
ROBLOX
VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES
200 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 20 MILLION
PLAYERS PER DAY IN THE PAST MONTH
FORTNITE
260 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 23 MILLION
PLAYERS PER DAY IN THE PAST MONTH
@ESKIMON
111
HOWEVER – AT LEAST FOR NOW – THE AVAILABLE
DATA SEEMS TO POINT TOWARDS A CLEAR TREND
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
112
METAVERSE
GAMING
=
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
113
BUT – DESPITE STEREOTYPES – THAT SHOULDN’T
DIMINISH THE METAVERSE’S POTENTIAL APPEAL
73
86.5% 85.0%
81.2%
75.6%
66.6%
89.2% 87.7%
84.7%
79.4%
67.2%
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
SOURCE: GWI (Q1 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
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JUL
2022
114
73
86.5% 85.0%
81.2%
75.6%
66.6%
89.2% 87.7%
84.7%
79.4%
67.2%
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
SOURCE: GWI (Q1 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
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JUL
2022
115
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
116
PEOPLE ALSO SPEND A CONSIDERABLE
AMOUNT OF TIME PLAYING VIDEO GAMES
74
01:52
01:50
01:46
01:30
01:29
01:27
01:26
01:24
01:20
01:19
01:16
01:15
01:12
01:12
01:11
01:11
01:09
01:07
01:05
01:04
01:02
00:59
00:58
00:56
00:55
00:55
00:54
00:52
00:52
00:50
00:50
00:47
00:47
00:46
00:44
00:44
00:41
00:40
00:40
00:40
00:37
00:34
00:31
00:31
00:26
SAUDI
ARABIA
THAILAND
EGYPT
PHILIPPINES
MEXICO
INDIA
U.A.E.
U.S.A.
VIETNAM
INDONESIA
MALAYSIA
SOUTH
AFRICA
CHINA
HONG
KONG
WORLDWIDE
AUSTRALIA
BRAZIL
U.K.
TURKEY
ARGENTINA
CANADA
COLOMBIA
SINGAPORE
NETHERLANDS
FRANCE
NEW
ZEALAND
TAIWAN
IRELAND
ISRAEL
DENMARK
GERMANY
POLAND
SPAIN
ITALY
GREECE
SWEDEN
ROMANIA
BELGIUM
PORTUGAL
SWITZERLAND
SOUTH
KOREA
RUSSIA
AUSTRIA
CZECHIA
JAPAN
SOURCE: GWI (Q1 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 A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE
JUL
2022
117
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS NEWS ARTICLES AND COMPANY STATEMENTS.
118
THERE’S ALSO PLENTY OF EVIDENCE THAT IN-
GAME EXPERIENCES CAN BE HIGHLY APPEALING
@ESKIMON • SOURCE: BASED ON STATISTICS QUOTED IN COMPLEX (JAN 2022).
119
10.7 MILLION
ATTENDEES OF MARSHMELLO’S
LIVE CONCERT AND DJ GIG IN 2019
12 MILLION
FORTNITE EVENTS HAVE ATTRACTED 8-FIGURE AUDIENCES
ATTENDEES ON THE FIRST DAY OF TRAVIS SCOTT’S
THREE-DAY “ASTRONOMICAL” CONCERT IN 2020
&
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
120
HOWEVER, THE APPEAL OF VIRTUAL MEETINGS
WITH DISEMBODIED AVATARS REMAINS UNCLEAR
@ESKIMON
121
LOOKING
AHEAD
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
122
TO SUCCEED, VIRTUAL WORLDS LIKELY NEED TO
OFFER SOMETHING DISTINCT TO THE REAL WORLD
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
123
SOME PEOPLE WILL WANT TO ESCAPE REALITY,
SO REPLICATING IT ISN’T THE BIG OPPORTUNITY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
124
TRENDS ALSO SUGGEST IT MAY TAKE TIME FOR
THE METAVERSE TO BREAK OUT BEYOND GAMING
@ESKIMON
125
@ESKIMON
126
THE FACTS ABOUT
FACEBOOK’S DEMISE
#7
@ESKIMON
127
“FACEBOOK IS DYING”
@ESKIMON
128
@ESKIMON • HEFFERNAN, V., “FACEBOOK EXODUS”, NEW YORK TIMES MAGAZINE, 26 AUG 2009.
129
Facebook Exodus
~ New York Times headline, 26 August 2009
@ESKIMON • HEFFERNAN, V., “FACEBOOK EXODUS”, NEW YORK TIMES MAGAZINE, 26 AUG 2009.
130
Facebook Exodus
~ New York Times headline, 26 August 2009
SOURCES: FACEBOOK COMPANY ANNOUNCEMENTS (JUL 2009 AND JUL 2010); META’S INVESTOR EARNINGS ANNOUNCEMENTS (JUL 2011 TO JUL 2022).
131
739
955
1,155
1,317
1,490
1,712
2,006
2,234
2,414
2,701
2,895 2,934
500
250
JUL
2009
JUL
2010
JUL
2011
JUL
2012
JUL
2013
JUL
2014
JUL
2015
JUL
2016
JUL
2017
JUL
2018
JUL
2019
JUL
2020
JUL
2021
JUL
2022
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS)
FACEBOOK’S ACTIVE USERS OVER TIME
SEP
2022
DATAREPORTAL
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (SEP 2022).
132
AND SOMEWHAT INCONVENIENTLY, THE LATEST
DATA STILL DON’T CORROBORATE THIS STORY
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) IIMEDIA POLARIS.
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; DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
133
2,934
2,476
2,000
1,440
1,288
1,023
1,000
700
617
613
598
582
564
486
433
430
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM2
WECHAT1
TIKTOK2
FACEBOOK MESSENGER2
TELEGRAM1
SNAPCHAT2
DOUYIN3
KUAISHOU1
SINA WEIBO1
QQ1
TWITTER2
PINTEREST1
REDDIT1
*
QUORA1
*
GLOBAL OVERVIEW
RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS)
THE WORLD’S MOST USED SOCIAL PLATFORMS
SEP
2022
@ESKIMON • SOURCES: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA PUBLISHED IN META’S Q2 2022 INVESTOR EARNINGS ANNOUNCEMENT (JUL 2022) AND IN META’S ADVERTISING RESOURCES (JUL 2022).
134
FACEBOOK’S MAUS DID DROP IN Q2, BUT THIS
WAS LARGELY DUE TO SANCTIONS ON RUSSIA
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM DATA.AI (JUL 2022) AND GWI (Q1 2022).
135
CRUCIALLY, VARIOUS THIRD-PARTY DATA POINTS
DEMONSTRATE FACEBOOK’S ENDURING VITALITY
244
01 ROBLOX ROBLOX
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 SUBWAY SURFERS SYBO*
04 GARENA FREE FIRE SEA
05 LUDO KING GAMETION
06 MINECRAFT POCKET EDITION MICROSOFT
07 PUBG MOBILE TENCENT
08 CLASH ROYALE TENCENT
09 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
10 MOBILE LEGENDS: BANG BANG BYTEDANCE
01 FACEBOOK META
02 WHATSAPP META
03 INSTAGRAM META
04 FACEBOOK MESSENGER META
05 TIKTOK BYTEDANCE
06 TELEGRAM TELEGRAM
07 AMAZON AMAZON
08 TWITTER TWITTER
09 SPOTIFY SPOTIFY
10 NETFLIX NETFLIX
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN APRIL AND JUNE 2022, EXCLUDING PRE-INSTALLED APPS (E.G.
YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). DOES NOT INCLUDE DATA FOR CHINA. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE
IN JULY 2022.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY AVERAGE MONTHLY ACTIVE USERS BETWEEN APRIL AND JUNE 2022
DATA.AI APP RANKING: MONTHLY ACTIVE USERS
JUL
2022
136
SOURCE: GWI (Q1 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY
RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S
SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: 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.
137
16.4%
15.0%
14.5%
11.8%
5.4%
5.3%
3.3%
2.7%
2.0%
1.9%
1.7%
1.6%
1.5%
1.3%
1.0%
1.0%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT
TIKTOK
DOUYIN
TWITTER
FB MESSENGER
TELEGRAM
LINE
KUAISHOU
QQ
PINTEREST
SNAPCHAT
IMESSAGE
XIAOHONGSHU
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
JUL
2022
@ESKIMON
138
BUT WHAT ABOUT TEENS – SURELY THE KIDS ALL
“ABANDONED” FACEBOOK A LONG TIME AGO?
SOURCE: PEW RESEARCH CENTER (AUG 2022). NOTES: FIGURES REPRESENT PERCENTAGE OF TEENAGERS IN THE UNITED STATES WHO SAID THAT THEY EVER USE EACH OF THE NAMED PLATFORMS (I.E. SELF-REPORTED USE).
COMPARABILITY: YOUTUBE, TIKTOK, TWITCH, WHATSAPP, AND REDDIT DID NOT APPEAR IN THE 2015 SURVEY.
139
100%
50%
70% FACEBOOK: 71%
FACEBOOK: 32%
INSTAGRAM: 52%
INSTAGRAM: 62%
YOUTUBE: 95%
SNAPCHAT: 41%
SNAPCHAT: 59%
TIKTOK: 67%
TWITTER: 33%
TWITTER: 23%
TWITCH: 20%
WHATSAPP: 17%
REDDIT: 14%
TUMBLR: 14%
2015 SURVEY
TUMBLR: 5%
2022 SURVEY
30%
0%
80%
90%
40%
10%
60%
20%
OF AMERICA
UNITED STATES
PERCENTAGE OF AMERICAN TEENS AGED 13 TO 17 WHO SAY THAT THEY USE EACH APP OR SITE
U.S. TEENS’ USE OF SOCIAL MEDIA PLATFORMS
SEP
2022
SOURCE: PEW RESEARCH CENTER (AUG 2022). NOTE: FIGURES REPRESENT PERCENTAGE OF TEENAGERS IN THE UNITED STATES WHO SAID THAT THEY EVER USE EACH OF THE NAMED PLATFORMS (I.E. SELF-REPORTED USE).
140
100%
50%
70% FACEBOOK: 71%
FACEBOOK: 32%
INSTAGRAM: 52%
INSTAGRAM: 62%
YOUTUBE: 95%
SNAPCHAT: 41%
SNAPCHAT: 59%
TIKTOK: 67%
TWITTER: 33%
TWITTER: 23%
TWITCH: 20%
WHATSAPP: 17%
REDDIT: 14%
TUMBLR: 14%
2015 SURVEY
TUMBLR: 5%
2022 SURVEY
30%
0%
80%
90%
40%
10%
60%
20%
OF AMERICA
UNITED STATES
PERCENTAGE OF AMERICAN TEENS AGED 13 TO 17 WHO SAY THAT THEY USE EACH APP OR SITE
U.S. TEENS’ USE OF SOCIAL MEDIA PLATFORMS
SEP
2022
@ESKIMON • SOURCE: KEPIOS ANALYSIS (JUL 2022), BASED ON FIGURES PUBLISHED IN META’S ADVERTISING RESOURCES.
141
+1.35 MILLION
CHANGE IN THE NUMBER OF GLOBAL FACEBOOK USERS AGED 13 TO 19
WHO WERE SHOWN ADS IN Q2 2022 vs. Q1 2022 (+0.6% QOQ GROWTH)
@ESKIMON
142
@ESKIMON
143
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
144
PEW’S SURVEY ONLY COVERS TEENS IN AMERICA,
AND ISN’T REPRESENTATIVE OF GLOBAL TRENDS
148
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%
18.7%
2.3%
21.6%
0.2%
4.9%
1.2%
2.0%
0.7%
2.7%
4.8%
2.8%
3.3%
2.6%
3.7%
11.8%
0.6%
5.5%
9.4%
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT
COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
JUL
2022
145
148
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%
18.7%
2.3%
21.6%
0.2%
4.9%
1.2%
2.0%
0.7%
2.7%
4.8%
2.8%
3.3%
2.6%
3.7%
11.8%
0.6%
5.5%
9.4%
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT
COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
JUL
2022
146
NORTHERN
AMERICA
@ESKIMON
147
CONCLUSION
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA PUBLISHED IN META’S ADVERTISING RESOURCES (JUL 2022).
148
WORLDWIDE, FACEBOOK STILL SEEMS TO BE
GAINING TEENAGE USERS – NOT LOSING THEM
@ESKIMON
149
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
150
FACEBOOK REMAINS A HUGELY VALUABLE
OPPORTUNITY FOR MARKETING (AND MORE)
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS SOURCES.
151
FACEBOOK’S ROLE IN OUR LIVES HAS EVOLVED,
BUT IT’S VERY UNLIKELY TO “DIE” ANYTIME SOON
47
11 XNXX.COM 2.89B 718M 11M 22S 7.41
12 YANDEX.RU 2.75B 300M 14M 55S 2.66
13 FANDOM.COM 2.29B 739M 12M 15S 2.93
14 YAHOO.COM 2.08B 477M 15M 51S 3.16
15 APPLE.COM 1.92B 409M 16M 03S 1.97
16 XHAMSTER.COM 1.86B 553M 12M 51S 6.03
17 BING.COM 1.57B 358M 14M 29S 3.12
18 WEATHER.COM 1.38B 697M 5M 49S 1.55
19 NAVER.COM 1.20B 135M 44M 08S 10.60
20 TWITCH.TV 1.20B 259M 26M 50S 2.02
01 GOOGLE.COM 44.2B 5.77B 21M 17S 3.70
02 YOUTUBE.COM 27.6B 3.62B 27M 08S 3.42
03 FACEBOOK.COM 9.99B 1.93B 21M 22S 2.87
04 WIKIPEDIA.ORG 6.21B 1.86B 10M 35S 2.06
05 PORNHUB.COM 6.14B 1.42B 9M 38S 6.00
06 XVIDEOS.COM 5.50B 1.23B 11M 42S 6.80
07 TWITTER.COM 4.76B 1.41B 15M 27S 1.79
08 REDDIT.COM 3.82B 1.10B 15M 18S 2.82
09 AMAZON.COM 3.28B 840M 16M 01S 4.70
10 INSTAGRAM.COM 3.23B 1.23B 15M 50S 2.09
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR MAY 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT
UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN MAY 2022
MOST-VISITED WEBSITES: SEMRUSH RANKING
JUL
2022
152
47
11 XNXX.COM 2.89B 718M 11M 22S 7.41
12 YANDEX.RU 2.75B 300M 14M 55S 2.66
13 FANDOM.COM 2.29B 739M 12M 15S 2.93
14 YAHOO.COM 2.08B 477M 15M 51S 3.16
15 APPLE.COM 1.92B 409M 16M 03S 1.97
16 XHAMSTER.COM 1.86B 553M 12M 51S 6.03
17 BING.COM 1.57B 358M 14M 29S 3.12
18 WEATHER.COM 1.38B 697M 5M 49S 1.55
19 NAVER.COM 1.20B 135M 44M 08S 10.60
20 TWITCH.TV 1.20B 259M 26M 50S 2.02
01 GOOGLE.COM 44.2B 5.77B 21M 17S 3.70
02 YOUTUBE.COM 27.6B 3.62B 27M 08S 3.42
03 FACEBOOK.COM 9.99B 1.93B 21M 22S 2.87
04 WIKIPEDIA.ORG 6.21B 1.86B 10M 35S 2.06
05 PORNHUB.COM 6.14B 1.42B 9M 38S 6.00
06 XVIDEOS.COM 5.50B 1.23B 11M 42S 6.80
07 TWITTER.COM 4.76B 1.41B 15M 27S 1.79
08 REDDIT.COM 3.82B 1.10B 15M 18S 2.82
09 AMAZON.COM 3.28B 840M 16M 01S 4.70
10 INSTAGRAM.COM 3.23B 1.23B 15M 50S 2.09
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR MAY 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT
UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN MAY 2022
MOST-VISITED WEBSITES: SEMRUSH RANKING
JUL
2022
153
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
154
EVEN IF FACEBOOK SLIPS IN THE RANKINGS, ITS
APPEAL WILL LIKELY ENDURE FOR MANY YEARS
@ESKIMON
155
TAKEAWAY
@ESKIMON
156
DON’T GET DISTRACTED BY MEDIA CLICK-BAIT
@ESKIMON
157
USE THE LATEST DATA TO IDENTIFY PEOPLE’S REAL
BEHAVIOURS, AND MAKE INFORMED DECISIONS
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
@ESKIMON
159
TIPS FOR TIKTOK
SUCCESS IN 2023
#8
179
20.3% 18.3% 56.2% 43.8%
1.02 12.8% +5.4% [N/A]
BILLION +52 MILLION [NEW DATA POINT]
90
TIKTOK AD REACH AGE 18+
vs. TOTAL INTERNET USERS
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)
TIKTOK AD REACH AGE 18+
vs. TOTAL POPULATION
QUARTER-ON-QUARTER
CHANGE IN TIKTOK AD REACH
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
SOURCES: BYTEDANCE’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: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE
MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND
ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JUL
2022
160
179
20.3% 18.3% 56.2% 43.8%
1.02 12.8% +5.4% [N/A]
BILLION +52 MILLION [NEW DATA POINT]
90
TIKTOK AD REACH AGE 18+
vs. TOTAL INTERNET USERS
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)
TIKTOK AD REACH AGE 18+
vs. TOTAL POPULATION
QUARTER-ON-QUARTER
CHANGE IN TIKTOK AD REACH
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
SOURCES: BYTEDANCE’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: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE
MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND
ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JUL
2022
161
179
20.3% 18.3% 56.2% 43.8%
1.02 12.8% +5.4% [N/A]
BILLION +52 MILLION [NEW DATA POINT]
90
TIKTOK AD REACH AGE 18+
vs. TOTAL INTERNET USERS
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)
TIKTOK AD REACH AGE 18+
vs. TOTAL POPULATION
QUARTER-ON-QUARTER
CHANGE IN TIKTOK AD REACH
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
SOURCES: BYTEDANCE’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: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE
MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND
ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JUL
2022
162
127
23.6 HOURS / MONTH
23.2 HOURS / MONTH
19.4 HOURS / MONTH
17.5 HOURS / MONTH
11.8 HOURS / MONTH
10.9 HOURS / MONTH
5.4 HOURS / MONTH
3.9 HOURS / MONTH
3.2 HOURS / MONTH
3.2 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31
MARCH 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 IN Q1 2022, ACCORDING TO DATA.AI
TIME USING SOCIAL APPS: DATA.AI DATA
JUL
2022
163
@ESKIMON
164
WITH IMPRESSIVE NUMBERS LIKE THESE, IT’S EASY
TO UNDERSTAND THE HYPE AROUND TIKTOK
165
HOWEVER…
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
166
SOME OTHER PLATFORMS MAY ALREADY BE
DELIVERING MORE IMPRESSIVE NUMBERS…
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON FIGURES PUBLISHED IN BYTEDANCE’S ADVERTISING RESOURCES (JUL 2022) AND ON TELEGRAM’S BLOG (JUL 2022)
167
FIRST UP, RECENT DATA SUGGESTS THAT TELEGRAM
MAY BE GROWING EVEN FASTER THAN TIKTOK
224
700 8.8% 12.0% 42.3% 57.7%
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
FEMALE AND MALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q1 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
JUL
2022
168
@ESKIMON
!
169
170
@ESKIMON • SOURCE: GWI (Q1 2022). NOTE: FIGURES REPRESENT SHARE OF GWI’S MALE GLOBAL SURVEY BASE OUTSIDE OF MAINLAND CHINA WHO SAY THEY USED EACH PLATFORM AT LEAST ONCE IN THE PAST MONTH.
171
47.3%
PERCENTAGE OF MALE SURVEY RESPONDENTS
AGED 16 TO 24 OUTSIDE OF MAINLAND CHINA
WHO SAY THEY USED TIKTOK IN THE PAST MONTH
52.7%
GWI’S DATA REVEALS A STARTLING FINDING
PERCENTAGE OF MALE SURVEY RESPONDENTS
AGED 16 TO 24 OUTSIDE OF MAINLAND CHINA
WHO SAY THEY USED TELEGRAM IN THE PAST MONTH
vs
@ESKIMON
172
NOTE: THIS FINDING IS BASED ON SELF-REPORTED
ACTIVITY, AND MAY NOT MATCH PLATFORM DATA
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
173
TIKTOK IS NEITHER THE BIGGEST, THE FASTEST-
GROWING, NOR THE MOST GLOBAL PLATFORM
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
174
MOREOVER, WE CAN REACH MORE THAN 99.9%
OF TIKTOK USERS ON OTHER SOCIAL PLATFORMS
124
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% 74.3% 72.8% 78.5% 50.5% 44.1% 33.0% 49.2% 14.2% 34.0% 30.6%
YOUTUBE USERS 0.8% 79.3% 100% 71.7% 77.6% 47.7% 45.6% 30.1% 50.6% 16.2% 36.6% 29.7%
WHATSAPP USERS 1.2% 81.5% 76.2% 100% 81.0% 49.0% 51.1% 34.9% 49.4% 13.4% 35.6% 32.1%
INSTAGRAM USERS 0.1% 82.6% 76.9% 76.0% 100% 52.6% 48.9% 36.9% 54.4% 15.1% 37.5% 30.7%
TIKTOK USERS <0.1% 84.4% 79.1% 73.1% 83.6% 100% 48.8% 40.9% 56.7% 17.0% 40.6% 29.5%
TELEGRAM USERS 0.1% 83.4% 81.3% 86.2% 87.9% 55.2% 100% 41.2% 61.5% 17.1% 40.3% 37.7%
SNAPCHAT USERS 0.1% 83.7% 78.3% 78.9% 89.0% 62.0% 55.2% 100% 62.4% 22.6% 46.6% 38.4%
TWITTER USERS 0.1% 83.8% 78.8% 75.1% 88.0% 57.8% 55.4% 41.9% 100% 21.6% 41.8% 39.3%
REDDIT USERS 0.1% 82.0% 80.1% 69.1% 83.0% 58.5% 52.0% 51.4% 73.1% 100% 58.3% 50.8%
PINTEREST USERS 0.2% 82.4% 78.4% 76.9% 86.3% 58.9% 51.6% 44.5% 59.5% 24.5% 100% 41.5%
LINKEDIN USERS 0.1% 87.7% 76.4% 82.1% 83.6% 50.6% 57.1% 43.4% 66.2% 25.3% 49.1% 100%
SOURCE: GWI (Q1 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. 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: SURVEY CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
JUL
2022
175
124
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% 74.3% 72.8% 78.5% 50.5% 44.1% 33.0% 49.2% 14.2% 34.0% 30.6%
YOUTUBE USERS 0.8% 79.3% 100% 71.7% 77.6% 47.7% 45.6% 30.1% 50.6% 16.2% 36.6% 29.7%
WHATSAPP USERS 1.2% 81.5% 76.2% 100% 81.0% 49.0% 51.1% 34.9% 49.4% 13.4% 35.6% 32.1%
INSTAGRAM USERS 0.1% 82.6% 76.9% 76.0% 100% 52.6% 48.9% 36.9% 54.4% 15.1% 37.5% 30.7%
TIKTOK USERS <0.1% 84.4% 79.1% 73.1% 83.6% 100% 48.8% 40.9% 56.7% 17.0% 40.6% 29.5%
TELEGRAM USERS 0.1% 83.4% 81.3% 86.2% 87.9% 55.2% 100% 41.2% 61.5% 17.1% 40.3% 37.7%
SNAPCHAT USERS 0.1% 83.7% 78.3% 78.9% 89.0% 62.0% 55.2% 100% 62.4% 22.6% 46.6% 38.4%
TWITTER USERS 0.1% 83.8% 78.8% 75.1% 88.0% 57.8% 55.4% 41.9% 100% 21.6% 41.8% 39.3%
REDDIT USERS 0.1% 82.0% 80.1% 69.1% 83.0% 58.5% 52.0% 51.4% 73.1% 100% 58.3% 50.8%
PINTEREST USERS 0.2% 82.4% 78.4% 76.9% 86.3% 58.9% 51.6% 44.5% 59.5% 24.5% 100% 41.5%
LINKEDIN USERS 0.1% 87.7% 76.4% 82.1% 83.6% 50.6% 57.1% 43.4% 66.2% 25.3% 49.1% 100%
SOURCE: GWI (Q1 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. 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: SURVEY CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
JUL
2022
176
@ESKIMON
177
SO, SHOULD MARKETERS STILL
BE EXCITED ABOUT TIKTOK?
@ESKIMON
178
YES, ABSOLUTELY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
179
TIKTOK’S “MAGIC” LIES IN ITS USAGE CONTEXT,
AND IN ITS UNIQUE CREATIVE OPPORTUNITIES
@ESKIMON
180
TOP TIP
@ESKIMON
181
TO GET THE MOST OUT OF TIKTOK IN 2023, GET
CREATIVE, AND DELIVER REAL ENTERTAINMENT
@ESKIMON
182
THE OUTLOOK FOR
MESSENGER MARKETING
#9
224
700 8.8% 12.0% 42.3% 57.7%
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
FEMALE AND MALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q1 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
JUL
2022
183
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
184
TELEGRAM CHANNELS ARE A HUGE OPPORTUNITY
FOR MARKETERS THAT UNDERSTAND COMMUNITY
@ESKIMON • SOURCE: TELEGRAM’S CHANNEL RESOURCES (ACCESSED SEP 2022).
185
THERE NO LIMITS ON THE NUMBER OF USERS
THAT CAN FOLLOW A TELEGRAM CHANNEL
@ESKIMON • SOURCE: TELEGRAM’S CHANNEL RESOURCES (ACCESSED SEP 2022).
186
ONLY ADMINS PUBLISH CONTENT TO CHANNELS,
BUT FOLLOWERS CAN “REACT” AND COMMENT
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
187
CHANNELS AREN’T SUBJECT TO THE ALGORITHMIC
CHALLENGES BRANDS FACE IN MOST SOCIAL FEEDS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
188
TELEGRAM IS A BUSY PLATFORM, SO ATTENTION
AND ENGAGEMENT STILL AREN’T GUARANTEED
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
189
BUT TELEGRAM CLEARLY OFFERS COMPELLING
OPPORTUNITIES FOR MARKETING IN 2023
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
190
BUT TELEGRAM ISN’T THE ONLY MESSENGER
ENJOYING IMPRESSIVE GROWTH AT THE MOMENT
245
01 SUBWAY SURFERS SYBO*
02 GARENA FREE FIRE SEA
03 LUDO KING GAMETION
04 BRIDGE RACE IRON SOURCE
05 CANDY CRUSH SAGA ACTIVISION BLIZZARD
06 TALL MAN RUN IRON SOURCE
07 ROBLOX ROBLOX
08 STUMBLE GUYS KITKA GAMES
09 RACE MASTER SAYGAMES
10 8 BALL POOL TENCENT
01 INSTAGRAM META
02 FACEBOOK META
03 TIKTOK1
BYTEDANCE
04 WHATSAPP META
05 SNAPCHAT SNAP
06 TELEGRAM TELEGRAM
07 FACEBOOK MESSENGER META
08 SPOTIFY SPOTIFY
09 CAPCUT BYTEDANCE
10 WHATSAPP BUSINESS META
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY
INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR
TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022
DATA.AI APP RANKING: DOWNLOADS
JUL
2022
191
245
01 SUBWAY SURFERS SYBO*
02 GARENA FREE FIRE SEA
03 LUDO KING GAMETION
04 BRIDGE RACE IRON SOURCE
05 CANDY CRUSH SAGA ACTIVISION BLIZZARD
06 TALL MAN RUN IRON SOURCE
07 ROBLOX ROBLOX
08 STUMBLE GUYS KITKA GAMES
09 RACE MASTER SAYGAMES
10 8 BALL POOL TENCENT
01 INSTAGRAM META
02 FACEBOOK META
03 TIKTOK1
BYTEDANCE
04 WHATSAPP META
05 SNAPCHAT SNAP
06 TELEGRAM TELEGRAM
07 FACEBOOK MESSENGER META
08 SPOTIFY SPOTIFY
09 CAPCUT BYTEDANCE
10 WHATSAPP BUSINESS META
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY
INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR
TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022
DATA.AI APP RANKING: DOWNLOADS
JUL
2022
192
245
01 SUBWAY SURFERS SYBO*
02 GARENA FREE FIRE SEA
03 LUDO KING GAMETION
04 BRIDGE RACE IRON SOURCE
05 CANDY CRUSH SAGA ACTIVISION BLIZZARD
06 TALL MAN RUN IRON SOURCE
07 ROBLOX ROBLOX
08 STUMBLE GUYS KITKA GAMES
09 RACE MASTER SAYGAMES
10 8 BALL POOL TENCENT
01 INSTAGRAM META
02 FACEBOOK META
03 TIKTOK1
BYTEDANCE
04 WHATSAPP META
05 SNAPCHAT SNAP
06 TELEGRAM TELEGRAM
07 FACEBOOK MESSENGER META
08 SPOTIFY SPOTIFY
09 CAPCUT BYTEDANCE
10 WHATSAPP BUSINESS META
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY
INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR
TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022
DATA.AI APP RANKING: DOWNLOADS
JUL
2022
193
@ESKIMON • SOURCE: DATA.AI (AUG 2022).
194
1,737,000
NUMBER OF APPS AVAILABLE TO DOWNLOAD
IN THE APPLE IOS APP STORE IN AUGUST 2022
3,850,000
APPS AVAILABLE ON TOP APP STORES
NUMBER OF APPS AVAILABLE TO DOWNLOAD IN
THE GOOGLE PLAY APP STORE IN AUGUST 2022
&
@ESKIMON
195
BUT LARGER BRANDS LIKELY USE SOPHISTICATED
SOLUTIONS TO MANAGE MESSENGER ACTIVITY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022).
196
THE WHATSAPP BUSINESS APP IS PARTICULARLY
RELEVANT TO SMALLER BUSINESSES AND TEAMS
@ESKIMON
197
@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022).
198
USE OF MESSENGERS BY SMES MAY INFLUENCE
PEOPLE’S EXPECTATIONS FOR BIG BRANDS TOO
@ESKIMON
199
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
200
MESSENGERS MAY (FINALLY!) PLAY A MORE
CENTRAL ROLE IN MARKETING ACTIVITIES IN 2023
@ESKIMON
201
THE RISE OF
WEARABLES
#10
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
202
THE NUMBER OF PEOPLE WHO OWN A SMART-
WATCH HAS JUMPED BY 60% IN JUST 2 YEARS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
203
MORE ADULTS NOW OWN A “SMART WRIST”
DEVICE THAN OWN A GAMING CONSOLE
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
204
THE RISE OF THESE WEARABLES HAS IMPORTANT
IMPLICATIONS FOR DIGITAL HEALTHCARE
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
205
INCREASING USE OF SMART WRIST DEVICES MAY
CANNIBALISE TIME WE SPEND WITH OUR PHONES
@ESKIMON
206
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
207
SMART GLASSES ARE STILL IN THEIR INFANCY, BUT
THEY MAY REVOLUTIONISE DIGITAL EXPERIENCES
@ESKIMON
208
IN PARTICULAR, USERS WON’T NEED TO DIVERT
THEIR ATTENTION TO ENGAGE WITH CONTENT
@ESKIMON
209
RATHER THAN LOOKING AT ANOTHER DEVICE,
CONTENT WILL BECOME A LAYER OF OUR VISION
@ESKIMON
210
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
211
WEARABLES MAY WELL BRING ABOUT THE NEXT
“REVOLUTION” IN CONNECTED EXPERIENCES
@ESKIMON
212
GENERATIVE AI AND
“ARTIFICIAL CREATIVITY”
#11
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
213
THE CAPABILITIES OF GENERATIVE AI TOOLS
LIKE DALL·E AND MIDJOURNEY WILL ACCELERATE
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON COMMENTS FROM PEOPLE INVOLVED IN THE DEVELOPMENT OF THESE TOOLS IN A VIDEO ON THE “HUGE IF TRUE” YOUTUBE CHANNEL (SEP 2022).
214
AUDIO AND VIDEO FUNCTIONALITY MAY BECOME
AVAILABLE IN THESE TOOLS BY THE END OF 2023
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
215
THESE TOOLS WILL LIKELY CAUSE SIGNIFICANT
DISRUPTION IN CREATIVE INDUSTRIES IN 2023
“THÉÂTRE D’OPÉRA SPATIAL”, JASON ALLEN VIA MIDJOURNEY
@ESKIMON
217
IF THESE TOOLS “DEMOCRATISE” ART, WILL WE
NEED TO REDEFINE TERMS LIKE “CREATIVITY”?
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
218
THE DEBATE AROUND THE ROLE OF GENERATIVE AI
WILL ONLY INTENSIFY IN THE COMING MONTHS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON HISTORICAL DEBATES RELATING TO TOOLS LIKE PHOTOSHOP.
219
BUT THE GENIE IS ALREADY OUT OF THE BOTTLE;
WE CAN EMBRACE IT, OR FIGHT A LOSING BATTLE
@ESKIMON
220
SELF-SOVEREIGN
IDENTITY
#12
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
221
THE ABILITY TO OWN, MANAGE, AND USE OUR
DIGITAL IDENTITY IS INCREASINGLY IMPORTANT
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
222
SELF-SOVEREIGN IDENTITY (SSI) OFFERS A SECURE,
PORTABLE ONLINE ID, OWNED BY INDIVIDUALS
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
223
HEALTHCARE
SSI COULD MAKE COMPLETE
HEALTH RECORDS ACCESSIBLE
WHEN THEY MATTER MOST
PASSPORTS
SSI MIGHT EVEN GO ON TO
REPLACE CONVENTIONAL
SOVEREIGN ID LIKE PASSPORTS
FINANCES
SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT”
SSI WOULD FACILITATE AREAS
SUCH AS PAYMENTS, CREDIT
HISTORY, K.Y.C., AND MORE
PREFERENCES
SSI MAKES IT POSSIBLE TO
PORT PREFERENCES ACROSS
DIGITAL ENVIRONMENTS
LOGINS
ONE OF THE FIRST MASS
APPLICATIONS OF SSI MAY
WELL BE A UNIVERSAL LOGIN
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
224
HEALTHCARE
SSI COULD MAKE COMPLETE
HEALTH RECORDS ACCESSIBLE
WHEN THEY MATTER MOST
PASSPORTS
SSI MIGHT EVEN GO ON TO
REPLACE CONVENTIONAL
SOVEREIGN ID LIKE PASSPORTS
FINANCES
SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT”
SSI WOULD FACILITATE AREAS
SUCH AS PAYMENTS, CREDIT
HISTORY, K.Y.C., AND MORE
PREFERENCES
SSI MAKES IT POSSIBLE TO
PORT PREFERENCES ACROSS
DIGITAL ENVIRONMENTS
LOGINS
ONE OF THE FIRST MASS
APPLICATIONS OF SSI MAY
WELL BE A UNIVERSAL LOGIN
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
225
HEALTHCARE
SSI COULD MAKE COMPLETE
HEALTH RECORDS ACCESSIBLE
WHEN THEY MATTER MOST
PASSPORTS
SSI MIGHT EVEN GO ON TO
REPLACE CONVENTIONAL
SOVEREIGN ID LIKE PASSPORTS
FINANCES
SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT”
SSI WOULD FACILITATE AREAS
SUCH AS PAYMENTS, CREDIT
HISTORY, K.Y.C., AND MORE
PREFERENCES
SSI MAKES IT POSSIBLE TO
PORT PREFERENCES ACROSS
DIGITAL ENVIRONMENTS
LOGINS
ONE OF THE FIRST MASS
APPLICATIONS OF SSI MAY
WELL BE A UNIVERSAL LOGIN
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
226
HEALTHCARE
SSI COULD MAKE COMPLETE
HEALTH RECORDS ACCESSIBLE
WHEN THEY MATTER MOST
PASSPORTS
SSI MIGHT EVEN GO ON TO
REPLACE CONVENTIONAL
SOVEREIGN ID LIKE PASSPORTS
FINANCES
SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT”
SSI WOULD FACILITATE AREAS
SUCH AS PAYMENTS, CREDIT
HISTORY, K.Y.C., AND MORE
PREFERENCES
SSI MAKES IT POSSIBLE TO
PORT PREFERENCES ACROSS
DIGITAL ENVIRONMENTS
LOGINS
ONE OF THE FIRST MASS
APPLICATIONS OF SSI MAY
WELL BE A UNIVERSAL LOGIN
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
227
HEALTHCARE
SSI COULD MAKE COMPLETE
HEALTH RECORDS ACCESSIBLE
WHEN THEY MATTER MOST
PASSPORTS
SSI MIGHT EVEN GO ON TO
REPLACE CONVENTIONAL
SOVEREIGN ID LIKE PASSPORTS
FINANCES
SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT”
SSI WOULD FACILITATE AREAS
SUCH AS PAYMENTS, CREDIT
HISTORY, K.Y.C., AND MORE
PREFERENCES
SSI MAKES IT POSSIBLE TO
PORT PREFERENCES ACROSS
DIGITAL ENVIRONMENTS
LOGINS
ONE OF THE FIRST MASS
APPLICATIONS OF SSI MAY
WELL BE A UNIVERSAL LOGIN
@ESKIMON
228
EBSI
EU BLOCKCHAIN INFRASTRUCTURE THAT
USES DECENTRALISED IDENTIFIERS TO
EMPOWER CROSS-BORDER SERVICES
SOVRIN
VARIOUS SSI INITIATIVES ARE ALREADY UNDERWAY
A PUBLIC SERVICE UTILITY THAT ENABLES
THE DEVELOPMENT AND USE OF SELF-
SOVEREIGN ID ON THE INTERNET
SOLID
A ‘SPECIFICATION’ THAT LETS
INDIVIDUALS STORE THEIR OWN DATA
IN SECURE, DECENTRALISED “PODS”
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
229
BUT IMPORTANT BARRIERS REMAIN, INCLUDING
COMMERCIAL ASPECTS AND STATE SOVEREIGNTY
@ESKIMON
230
TAKEAWAY
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
231
WIDESPREAD ADOPTION OF SELF-SOVEREIGN
IDENTITY MAY STILL BE A LONG WAY OFF
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022)).
232
HOWEVER, WE EXPECT SSI INITIATIVES TO GAIN
MOMENTUM AND GREATER INVESTMENT IN 2023
@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
233
IT SEEMS ALMOST INEVITABLE THAT SSI WILL
BECOME PART OF EVERYDAY LIFE AT SOME POINT
@ESKIMON
234
Q&A
DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:
KEPIOS.COM
INFO@KEPIOS.COM
@ESKIMON
SIMON KEMP

More Related Content

What's hot

Digital 2022 United States of America (February 2022) v02
Digital 2022 United States of America (February 2022) v02Digital 2022 United States of America (February 2022) v02
Digital 2022 United States of America (February 2022) v02
DataReportal
 
Digital 2022: Essential Instagram Stats for Q2 2022 v01
Digital 2022: Essential Instagram Stats for Q2 2022 v01Digital 2022: Essential Instagram Stats for Q2 2022 v01
Digital 2022: Essential Instagram Stats for Q2 2022 v01
DataReportal
 
Digital 2023 Global Overview Report - Data Reportal
Digital 2023 Global Overview Report - Data ReportalDigital 2023 Global Overview Report - Data Reportal
Digital 2023 Global Overview Report - Data Reportal
Mohamed Mahdy
 
Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01
DataReportal
 
Digital 2023 Australia (February 2023) v01
Digital 2023 Australia (February 2023) v01Digital 2023 Australia (February 2023) v01
Digital 2023 Australia (February 2023) v01
DataReportal
 
Digital 2023 Egypt (February 2023) v01
Digital 2023 Egypt (February 2023) v01Digital 2023 Egypt (February 2023) v01
Digital 2023 Egypt (February 2023) v01
DataReportal
 
Digital 2022 United Arab Emirates (February 2022) v01
Digital 2022 United Arab Emirates (February 2022) v01Digital 2022 United Arab Emirates (February 2022) v01
Digital 2022 United Arab Emirates (February 2022) v01
DataReportal
 
Digital 2022 Tanzania (February 2022) v01
Digital 2022 Tanzania (February 2022) v01Digital 2022 Tanzania (February 2022) v01
Digital 2022 Tanzania (February 2022) v01
DataReportal
 
Digital 2022 Libya (February 2022) v01
Digital 2022 Libya (February 2022) v01Digital 2022 Libya (February 2022) v01
Digital 2022 Libya (February 2022) v01
DataReportal
 
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfOgilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Mishellie
 
Punch Social Media Trends Report 2022
Punch Social Media Trends Report 2022Punch Social Media Trends Report 2022
Punch Social Media Trends Report 2022
Bryn Foweather
 
Digital 2022: Essential Twitter Stats for Q1 2022 v01
Digital 2022: Essential Twitter Stats for Q1 2022 v01Digital 2022: Essential Twitter Stats for Q1 2022 v01
Digital 2022: Essential Twitter Stats for Q1 2022 v01
DataReportal
 
Digital 2023 Turkey (February 2023) v01
Digital 2023 Turkey (February 2023) v01Digital 2023 Turkey (February 2023) v01
Digital 2023 Turkey (February 2023) v01
DataReportal
 
Digital 2022 Japan (February 2022) v01
Digital 2022 Japan (February 2022) v01Digital 2022 Japan (February 2022) v01
Digital 2022 Japan (February 2022) v01
DataReportal
 
Social media trends 2022
Social media trends 2022Social media trends 2022
Social media trends 2022
VeronikaFazekas2
 
Digital 2022: Essential Instagram Stats for Q1 2022 v01
Digital 2022: Essential Instagram Stats for Q1 2022 v01Digital 2022: Essential Instagram Stats for Q1 2022 v01
Digital 2022: Essential Instagram Stats for Q1 2022 v01
DataReportal
 
Digital 2022: Essential Facebook Stats for Q1 2022 v01
Digital 2022: Essential Facebook Stats for Q1 2022 v01Digital 2022: Essential Facebook Stats for Q1 2022 v01
Digital 2022: Essential Facebook Stats for Q1 2022 v01
DataReportal
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdf
Idzwan Yacob
 
Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01
DataReportal
 
Digital 2022 France (February 2022) v02
Digital 2022 France (February 2022) v02Digital 2022 France (February 2022) v02
Digital 2022 France (February 2022) v02
DataReportal
 

What's hot (20)

Digital 2022 United States of America (February 2022) v02
Digital 2022 United States of America (February 2022) v02Digital 2022 United States of America (February 2022) v02
Digital 2022 United States of America (February 2022) v02
 
Digital 2022: Essential Instagram Stats for Q2 2022 v01
Digital 2022: Essential Instagram Stats for Q2 2022 v01Digital 2022: Essential Instagram Stats for Q2 2022 v01
Digital 2022: Essential Instagram Stats for Q2 2022 v01
 
Digital 2023 Global Overview Report - Data Reportal
Digital 2023 Global Overview Report - Data ReportalDigital 2023 Global Overview Report - Data Reportal
Digital 2023 Global Overview Report - Data Reportal
 
Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q3 2022 v01
 
Digital 2023 Australia (February 2023) v01
Digital 2023 Australia (February 2023) v01Digital 2023 Australia (February 2023) v01
Digital 2023 Australia (February 2023) v01
 
Digital 2023 Egypt (February 2023) v01
Digital 2023 Egypt (February 2023) v01Digital 2023 Egypt (February 2023) v01
Digital 2023 Egypt (February 2023) v01
 
Digital 2022 United Arab Emirates (February 2022) v01
Digital 2022 United Arab Emirates (February 2022) v01Digital 2022 United Arab Emirates (February 2022) v01
Digital 2022 United Arab Emirates (February 2022) v01
 
Digital 2022 Tanzania (February 2022) v01
Digital 2022 Tanzania (February 2022) v01Digital 2022 Tanzania (February 2022) v01
Digital 2022 Tanzania (February 2022) v01
 
Digital 2022 Libya (February 2022) v01
Digital 2022 Libya (February 2022) v01Digital 2022 Libya (February 2022) v01
Digital 2022 Libya (February 2022) v01
 
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfOgilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
 
Punch Social Media Trends Report 2022
Punch Social Media Trends Report 2022Punch Social Media Trends Report 2022
Punch Social Media Trends Report 2022
 
Digital 2022: Essential Twitter Stats for Q1 2022 v01
Digital 2022: Essential Twitter Stats for Q1 2022 v01Digital 2022: Essential Twitter Stats for Q1 2022 v01
Digital 2022: Essential Twitter Stats for Q1 2022 v01
 
Digital 2023 Turkey (February 2023) v01
Digital 2023 Turkey (February 2023) v01Digital 2023 Turkey (February 2023) v01
Digital 2023 Turkey (February 2023) v01
 
Digital 2022 Japan (February 2022) v01
Digital 2022 Japan (February 2022) v01Digital 2022 Japan (February 2022) v01
Digital 2022 Japan (February 2022) v01
 
Social media trends 2022
Social media trends 2022Social media trends 2022
Social media trends 2022
 
Digital 2022: Essential Instagram Stats for Q1 2022 v01
Digital 2022: Essential Instagram Stats for Q1 2022 v01Digital 2022: Essential Instagram Stats for Q1 2022 v01
Digital 2022: Essential Instagram Stats for Q1 2022 v01
 
Digital 2022: Essential Facebook Stats for Q1 2022 v01
Digital 2022: Essential Facebook Stats for Q1 2022 v01Digital 2022: Essential Facebook Stats for Q1 2022 v01
Digital 2022: Essential Facebook Stats for Q1 2022 v01
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdf
 
Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01
Digital 2022: Essential Facebook Messenger Stats for Q2 2022 v01
 
Digital 2022 France (February 2022) v02
Digital 2022 France (February 2022) v02Digital 2022 France (February 2022) v02
Digital 2022 France (February 2022) v02
 

Similar to Looking Ahead: What 2023 Holds for Digital

Audience profile of the most popular sites in Moldova. Q3 2022
Audience profile of the most popular sites in Moldova. Q3 2022Audience profile of the most popular sites in Moldova. Q3 2022
Audience profile of the most popular sites in Moldova. Q3 2022
Audit Bureau of Circulation and Internet Moldova
 
Over The Top (OTT) applications and the Internet Value Chain
Over The Top (OTT) applications and the Internet Value Chain Over The Top (OTT) applications and the Internet Value Chain
Over The Top (OTT) applications and the Internet Value Chain
Christoph Stork
 
2022-World-Population-Data-Sheet-Booklet.pdf
2022-World-Population-Data-Sheet-Booklet.pdf2022-World-Population-Data-Sheet-Booklet.pdf
2022-World-Population-Data-Sheet-Booklet.pdf
RavendraSharma6
 
Broadband platform competition in Africa
Broadband platform competition in AfricaBroadband platform competition in Africa
Broadband platform competition in Africa
Christoph Stork
 
IPSOS Statistics Internet Middle East
IPSOS Statistics Internet Middle EastIPSOS Statistics Internet Middle East
IPSOS Statistics Internet Middle East
Digital Rational
 
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...
Kepios
 
IPv6 Deployment in 2022 presentation by Guangliang Pan.pdf
IPv6 Deployment in 2022 presentation by Guangliang Pan.pdfIPv6 Deployment in 2022 presentation by Guangliang Pan.pdf
IPv6 Deployment in 2022 presentation by Guangliang Pan.pdf
APNIC
 
JCDL2015: How Well are Arabic Websites Archived?
JCDL2015: How Well are Arabic Websites Archived?JCDL2015: How Well are Arabic Websites Archived?
JCDL2015: How Well are Arabic Websites Archived?
LulwahMA
 
Internet, sociální sítě, mobilní platformy - nové trendy
Internet, sociální sítě, mobilní platformy - nové trendyInternet, sociální sítě, mobilní platformy - nové trendy
Internet, sociální sítě, mobilní platformy - nové trendy
Petr Krkavec
 
An Unsteady Course: Challenges to Growth in Africa's Air Transport Industry
An Unsteady Course: Challenges to Growth in Africa's Air Transport IndustryAn Unsteady Course: Challenges to Growth in Africa's Air Transport Industry
An Unsteady Course: Challenges to Growth in Africa's Air Transport Industry
Dr Lendy Spires
 
Digital 2020 April Global Statshot Report (April 2020) v01
Digital 2020 April Global Statshot Report (April 2020) v01Digital 2020 April Global Statshot Report (April 2020) v01
Digital 2020 April Global Statshot Report (April 2020) v01
DataReportal
 
Reporte digital 2020_april
Reporte digital 2020_aprilReporte digital 2020_april
Reporte digital 2020_april
Julio Alberto Vásquez Mendoza
 
Digital 2020 April Global Snapshot Report
Digital 2020 April Global Snapshot ReportDigital 2020 April Global Snapshot Report
Digital 2020 April Global Snapshot Report
John Dryden
 
We Are Social #Covid19 detaylı dijital alışkanlıklar raporu
We Are Social #Covid19 detaylı dijital alışkanlıklar raporu We Are Social #Covid19 detaylı dijital alışkanlıklar raporu
We Are Social #Covid19 detaylı dijital alışkanlıklar raporu
Orhan Gazi CAN
 
Digital 2021: Essential LinkedIn Stats for October 2021 v01
Digital 2021: Essential LinkedIn Stats for October 2021 v01Digital 2021: Essential LinkedIn Stats for October 2021 v01
Digital 2021: Essential LinkedIn Stats for October 2021 v01
DataReportal
 
Digital 2020 July Global - MarketingTrips
Digital 2020 July Global - MarketingTripsDigital 2020 July Global - MarketingTrips
Digital 2020 July Global - MarketingTrips
MarketingTrips
 
Digital 2020 July Global Statshot Report (July 2020) v01
Digital 2020 July Global Statshot Report (July 2020) v01Digital 2020 July Global Statshot Report (July 2020) v01
Digital 2020 July Global Statshot Report (July 2020) v01
DataReportal
 
ONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVA
ONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVAONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVA
ONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVA
Audit Bureau of Circulation and Internet Moldova
 
Explore the booming digita lmarket in China
Explore the booming digita lmarket in China Explore the booming digita lmarket in China
Explore the booming digita lmarket in China
Wayne Li
 
PhNOG 2022: APNIC Update - IPv6 and RPKI
PhNOG 2022: APNIC Update - IPv6 and RPKIPhNOG 2022: APNIC Update - IPv6 and RPKI
PhNOG 2022: APNIC Update - IPv6 and RPKI
APNIC
 

Similar to Looking Ahead: What 2023 Holds for Digital (20)

Audience profile of the most popular sites in Moldova. Q3 2022
Audience profile of the most popular sites in Moldova. Q3 2022Audience profile of the most popular sites in Moldova. Q3 2022
Audience profile of the most popular sites in Moldova. Q3 2022
 
Over The Top (OTT) applications and the Internet Value Chain
Over The Top (OTT) applications and the Internet Value Chain Over The Top (OTT) applications and the Internet Value Chain
Over The Top (OTT) applications and the Internet Value Chain
 
2022-World-Population-Data-Sheet-Booklet.pdf
2022-World-Population-Data-Sheet-Booklet.pdf2022-World-Population-Data-Sheet-Booklet.pdf
2022-World-Population-Data-Sheet-Booklet.pdf
 
Broadband platform competition in Africa
Broadband platform competition in AfricaBroadband platform competition in Africa
Broadband platform competition in Africa
 
IPSOS Statistics Internet Middle East
IPSOS Statistics Internet Middle EastIPSOS Statistics Internet Middle East
IPSOS Statistics Internet Middle East
 
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys ...
 
IPv6 Deployment in 2022 presentation by Guangliang Pan.pdf
IPv6 Deployment in 2022 presentation by Guangliang Pan.pdfIPv6 Deployment in 2022 presentation by Guangliang Pan.pdf
IPv6 Deployment in 2022 presentation by Guangliang Pan.pdf
 
JCDL2015: How Well are Arabic Websites Archived?
JCDL2015: How Well are Arabic Websites Archived?JCDL2015: How Well are Arabic Websites Archived?
JCDL2015: How Well are Arabic Websites Archived?
 
Internet, sociální sítě, mobilní platformy - nové trendy
Internet, sociální sítě, mobilní platformy - nové trendyInternet, sociální sítě, mobilní platformy - nové trendy
Internet, sociální sítě, mobilní platformy - nové trendy
 
An Unsteady Course: Challenges to Growth in Africa's Air Transport Industry
An Unsteady Course: Challenges to Growth in Africa's Air Transport IndustryAn Unsteady Course: Challenges to Growth in Africa's Air Transport Industry
An Unsteady Course: Challenges to Growth in Africa's Air Transport Industry
 
Digital 2020 April Global Statshot Report (April 2020) v01
Digital 2020 April Global Statshot Report (April 2020) v01Digital 2020 April Global Statshot Report (April 2020) v01
Digital 2020 April Global Statshot Report (April 2020) v01
 
Reporte digital 2020_april
Reporte digital 2020_aprilReporte digital 2020_april
Reporte digital 2020_april
 
Digital 2020 April Global Snapshot Report
Digital 2020 April Global Snapshot ReportDigital 2020 April Global Snapshot Report
Digital 2020 April Global Snapshot Report
 
We Are Social #Covid19 detaylı dijital alışkanlıklar raporu
We Are Social #Covid19 detaylı dijital alışkanlıklar raporu We Are Social #Covid19 detaylı dijital alışkanlıklar raporu
We Are Social #Covid19 detaylı dijital alışkanlıklar raporu
 
Digital 2021: Essential LinkedIn Stats for October 2021 v01
Digital 2021: Essential LinkedIn Stats for October 2021 v01Digital 2021: Essential LinkedIn Stats for October 2021 v01
Digital 2021: Essential LinkedIn Stats for October 2021 v01
 
Digital 2020 July Global - MarketingTrips
Digital 2020 July Global - MarketingTripsDigital 2020 July Global - MarketingTrips
Digital 2020 July Global - MarketingTrips
 
Digital 2020 July Global Statshot Report (July 2020) v01
Digital 2020 July Global Statshot Report (July 2020) v01Digital 2020 July Global Statshot Report (July 2020) v01
Digital 2020 July Global Statshot Report (July 2020) v01
 
ONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVA
ONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVAONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVA
ONLINE AUDIENCE PROFILE - Q4/2022, MOLDOVA
 
Explore the booming digita lmarket in China
Explore the booming digita lmarket in China Explore the booming digita lmarket in China
Explore the booming digita lmarket in China
 
PhNOG 2022: APNIC Update - IPv6 and RPKI
PhNOG 2022: APNIC Update - IPv6 and RPKIPhNOG 2022: APNIC Update - IPv6 and RPKI
PhNOG 2022: APNIC Update - IPv6 and RPKI
 

More from Kepios

Digital Youth in South-East Asia
Digital Youth in South-East AsiaDigital Youth in South-East Asia
Digital Youth in South-East Asia
Kepios
 
Japan's Unique Digital Behaviours
Japan's Unique Digital BehavioursJapan's Unique Digital Behaviours
Japan's Unique Digital Behaviours
Kepios
 
Global Digital Statbites 001
Global Digital Statbites 001Global Digital Statbites 001
Global Digital Statbites 001
Kepios
 
Social Insights: Tracking ICT Trends Using Social Media Data
Social Insights: Tracking ICT Trends Using Social Media DataSocial Insights: Tracking ICT Trends Using Social Media Data
Social Insights: Tracking ICT Trends Using Social Media Data
Kepios
 
Future Factors September 2020: The Outlook for Digital Marketing
Future Factors September 2020: The Outlook for Digital MarketingFuture Factors September 2020: The Outlook for Digital Marketing
Future Factors September 2020: The Outlook for Digital Marketing
Kepios
 
Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...
Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...
Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...
Kepios
 
Kepios: Back to The Future – The Essentials of Enduring Social Media Success
Kepios: Back to The Future – The Essentials of Enduring Social Media SuccessKepios: Back to The Future – The Essentials of Enduring Social Media Success
Kepios: Back to The Future – The Essentials of Enduring Social Media Success
Kepios
 
Future Forces 2018: Top Tips for Digital Marketing Success
Future Forces 2018: Top Tips for Digital Marketing SuccessFuture Forces 2018: Top Tips for Digital Marketing Success
Future Forces 2018: Top Tips for Digital Marketing Success
Kepios
 
How To Achieve Digital ROI: A Practical Guide
How To Achieve Digital ROI: A Practical GuideHow To Achieve Digital ROI: A Practical Guide
How To Achieve Digital ROI: A Practical Guide
Kepios
 
Digital in APAC in 2017 - IDUAI Special Report
Digital in APAC in 2017 - IDUAI Special ReportDigital in APAC in 2017 - IDUAI Special Report
Digital in APAC in 2017 - IDUAI Special Report
Kepios
 
Digital in APAC in 2017
Digital in APAC in 2017Digital in APAC in 2017
Digital in APAC in 2017
Kepios
 
The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...
The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...
The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...
Kepios
 
Inspiring Marketing Episode 3: From Media to Moments
Inspiring Marketing Episode 3: From Media to MomentsInspiring Marketing Episode 3: From Media to Moments
Inspiring Marketing Episode 3: From Media to Moments
Kepios
 
Inspiring Marketing Episode 1: The Rise of Messengers
Inspiring Marketing Episode 1: The Rise of MessengersInspiring Marketing Episode 1: The Rise of Messengers
Inspiring Marketing Episode 1: The Rise of Messengers
Kepios
 
How To Tell Inspiring Stories
How To Tell Inspiring StoriesHow To Tell Inspiring Stories
How To Tell Inspiring Stories
Kepios
 
Kepios Future Forces 2016
Kepios Future Forces 2016Kepios Future Forces 2016
Kepios Future Forces 2016
Kepios
 
How To Manage Creative Risk
How To Manage Creative RiskHow To Manage Creative Risk
How To Manage Creative Risk
Kepios
 

More from Kepios (17)

Digital Youth in South-East Asia
Digital Youth in South-East AsiaDigital Youth in South-East Asia
Digital Youth in South-East Asia
 
Japan's Unique Digital Behaviours
Japan's Unique Digital BehavioursJapan's Unique Digital Behaviours
Japan's Unique Digital Behaviours
 
Global Digital Statbites 001
Global Digital Statbites 001Global Digital Statbites 001
Global Digital Statbites 001
 
Social Insights: Tracking ICT Trends Using Social Media Data
Social Insights: Tracking ICT Trends Using Social Media DataSocial Insights: Tracking ICT Trends Using Social Media Data
Social Insights: Tracking ICT Trends Using Social Media Data
 
Future Factors September 2020: The Outlook for Digital Marketing
Future Factors September 2020: The Outlook for Digital MarketingFuture Factors September 2020: The Outlook for Digital Marketing
Future Factors September 2020: The Outlook for Digital Marketing
 
Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...
Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...
Business as Unusual: Data-Driven Recommendations for Ecommerce Marketers in U...
 
Kepios: Back to The Future – The Essentials of Enduring Social Media Success
Kepios: Back to The Future – The Essentials of Enduring Social Media SuccessKepios: Back to The Future – The Essentials of Enduring Social Media Success
Kepios: Back to The Future – The Essentials of Enduring Social Media Success
 
Future Forces 2018: Top Tips for Digital Marketing Success
Future Forces 2018: Top Tips for Digital Marketing SuccessFuture Forces 2018: Top Tips for Digital Marketing Success
Future Forces 2018: Top Tips for Digital Marketing Success
 
How To Achieve Digital ROI: A Practical Guide
How To Achieve Digital ROI: A Practical GuideHow To Achieve Digital ROI: A Practical Guide
How To Achieve Digital ROI: A Practical Guide
 
Digital in APAC in 2017 - IDUAI Special Report
Digital in APAC in 2017 - IDUAI Special ReportDigital in APAC in 2017 - IDUAI Special Report
Digital in APAC in 2017 - IDUAI Special Report
 
Digital in APAC in 2017
Digital in APAC in 2017Digital in APAC in 2017
Digital in APAC in 2017
 
The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...
The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...
The New Normal: How To Integrate Your Digital Marketing (Forward Thinking EP0...
 
Inspiring Marketing Episode 3: From Media to Moments
Inspiring Marketing Episode 3: From Media to MomentsInspiring Marketing Episode 3: From Media to Moments
Inspiring Marketing Episode 3: From Media to Moments
 
Inspiring Marketing Episode 1: The Rise of Messengers
Inspiring Marketing Episode 1: The Rise of MessengersInspiring Marketing Episode 1: The Rise of Messengers
Inspiring Marketing Episode 1: The Rise of Messengers
 
How To Tell Inspiring Stories
How To Tell Inspiring StoriesHow To Tell Inspiring Stories
How To Tell Inspiring Stories
 
Kepios Future Forces 2016
Kepios Future Forces 2016Kepios Future Forces 2016
Kepios Future Forces 2016
 
How To Manage Creative Risk
How To Manage Creative RiskHow To Manage Creative Risk
How To Manage Creative Risk
 

Recently uploaded

Discover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to IndiaDiscover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to India
davidjhones387
 
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
ysasp1
 
Should Repositories Participate in the Fediverse?
Should Repositories Participate in the Fediverse?Should Repositories Participate in the Fediverse?
Should Repositories Participate in the Fediverse?
Paul Walk
 
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
fovkoyb
 
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
uehowe
 
HijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process HollowingHijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process Hollowing
Donato Onofri
 
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
rtunex8r
 
Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!
Toptal Tech
 
一比一原版(USYD毕业证)悉尼大学毕业证如何办理
一比一原版(USYD毕业证)悉尼大学毕业证如何办理一比一原版(USYD毕业证)悉尼大学毕业证如何办理
一比一原版(USYD毕业证)悉尼大学毕业证如何办理
k4ncd0z
 
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
3a0sd7z3
 
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
xjq03c34
 
manuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaal
manuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaalmanuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaal
manuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaal
wolfsoftcompanyco
 
办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理
办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理
办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理
uehowe
 
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
3a0sd7z3
 
Bengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal BrandingBengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal Branding
Tarandeep Singh
 
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
uehowe
 

Recently uploaded (16)

Discover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to IndiaDiscover the benefits of outsourcing SEO to India
Discover the benefits of outsourcing SEO to India
 
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
成绩单ps(UST毕业证)圣托马斯大学毕业证成绩单快速办理
 
Should Repositories Participate in the Fediverse?
Should Repositories Participate in the Fediverse?Should Repositories Participate in the Fediverse?
Should Repositories Participate in the Fediverse?
 
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
存档可查的(USC毕业证)南加利福尼亚大学毕业证成绩单制做办理
 
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
留学挂科(UofM毕业证)明尼苏达大学毕业证成绩单复刻办理
 
HijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process HollowingHijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process Hollowing
 
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
 
Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!Ready to Unlock the Power of Blockchain!
Ready to Unlock the Power of Blockchain!
 
一比一原版(USYD毕业证)悉尼大学毕业证如何办理
一比一原版(USYD毕业证)悉尼大学毕业证如何办理一比一原版(USYD毕业证)悉尼大学毕业证如何办理
一比一原版(USYD毕业证)悉尼大学毕业证如何办理
 
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
 
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
办理新西兰奥克兰大学毕业证学位证书范本原版一模一样
 
manuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaal
manuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaalmanuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaal
manuaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaal
 
办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理
办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理
办理毕业证(NYU毕业证)纽约大学毕业证成绩单官方原版办理
 
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
 
Bengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal BrandingBengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal Branding
 
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
办理毕业证(UPenn毕业证)宾夕法尼亚大学毕业证成绩单快速办理
 

Looking Ahead: What 2023 Holds for Digital

  • 1. LOOKING AHEAD TO KEY DIGITAL THEMES IN 2023 AND BEYOND WHAT 2023 HOLDS
  • 3.
  • 4. THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2022
  • 7.
  • 9. 9 7.98 5.34 5.03 4.70 BILLION BILLION BILLION BILLION 57.0% 66.9% 63.1% 59.0% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED ITS POPULATION DATA SINCE OUR PREVIOUS REPORT, WHICH MAY AFFECT ALL VALUES THAT COMPARE DIGITAL ACTIVITY TO POPULATION, AND MAY RESULT IN APPARENT DECREASES IN DIGITAL ADOPTION. HOWEVER, WE ADVISE CAUTION WHEN INTERPRETING ANY CHANGES IN THESE COMPARATIVE FIGURES, BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA. GLOBAL OVERVIEW OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES JUL 2022 9
  • 10. 10 +0.8% +1.8% +3.7% +5.1% +66 MILLION +93 MILLION +178 MILLION +227 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; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES. GLOBAL OVERVIEW CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH JUL 2022 10
  • 11. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 11 CURRENT GROWTH IS QUITE A LOT SLOWER THAN THE PEAK RATES WE SAW AT THE HEIGHT OF COVID
  • 12. @ESKIMON 12 THE OUTLOOK FOR GLOBAL DIGITAL GROWTH IN 2023 #1
  • 13. SOURCES: KEPIOS ANALYSIS (SEP 2022) BASED ON DATA FROM THE ITU; GSMA INTELLIGENCE; GWI; EUROSTAT; CIA WORLD FACTBOOK; CNNIC; APJII; VARIOUS GOVERNMENT BODIES. FIRST WEBSITE 13 2.6 4.3 6.9 10 21 39 78 121 189 283 416 505 668 784 917 1,040 1,166 1,383 1,578 1,763 1,990 2,177 2,431 2,692 2,916 3,282 3,640 3,950 4,212 4,418 4,758 4,950 5,003 JAN 1991 JAN 1992 JAN 1993 JAN 1994 JAN 1995 JAN 1996 JAN 1997 JAN 1998 JAN 1999 JAN 2000 JAN 2001 JAN 2002 JAN 2003 JAN 2004 JAN 2005 JAN 2006 JAN 2007 JAN 2008 JAN 2009 JAN 2010 JAN 2011 JAN 2012 JAN 2013 JAN 2014 JAN 2015 JAN 2016 JAN 2017 JAN 2018 JAN 2019 JAN 2020 JAN 2021 JAN 2022 JUL 2022 GLOBAL OVERVIEW NUMBER OF GLOBAL INTERNET USERS (IN MILLIONS) INTERNET USERS OVER TIME SEP 2022 DATAREPORTAL
  • 14. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 14 CURRENT TRENDS SUGGEST THAT 2 IN 3 PEOPLE ON EARTH WILL BE ONLINE BY THE END OF 2023
  • 15. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING TV AUDIENCE DATA FROM STATISTA (ACCESSED SEP 2022). 15 BY LATE 2023, THE ONLINE POPULATION SHOULD BE ALMOST AS BIG AS THE GLOBAL TV AUDIENCE
  • 16. @ESKIMON • SOURCES: STATISTA (ACCESSED SEP 2022); KEPIOS ANALYSIS (SEP 2022) 16 5.03 BILLION GLOBAL INTERNET USERS 5.41 BILLION THE INTERNET IS ALMOST AS BIG AS TV GLOBAL TELEVISION AUDIENCE vs
  • 17. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM STATISTA (ACCESSED SEP 2022). 17 CURRENT GROWTH RATES SUGGEST THESE TWO AUDIENCES WILL BE EQUAL BY THE END OF 2023
  • 18. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 18 MEANWHILE, MORE THAN 75% OF ELIGIBLE (13+) AUDIENCES ALREADY USE SOCIAL MEDIA TODAY
  • 19. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 19 TRENDS SUGGEST WE’LL SEE CLOSE TO 5 BILLION SOCIAL MEDIA USERS BY THE END OF 2023
  • 21. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 21 IT’S BECOMING INCREASINGLY DIFFICULT TO CONNECT THE WORLD’S “UNCONNECTED”
  • 22. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 22 IT’S UNLIKELY THAT WE’LL EVER REACH 100% INTERNET CONNECTIVITY AROUND THE WORLD
  • 23. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 23 FOR STARTERS, THERE MAY ALWAYS BE SOME PEOPLE WHO CHOOSE NOT TO USE THE INTERNET
  • 24. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 24 HOWEVER, VARIOUS CHALLENGES ALSO REMAIN FOR PEOPLE WHO DO WANT TO COME ONLINE
  • 25. 25 CHAD 19.9% 8.4% 46.2% 12.1% PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2% MADAGASCAR 22.7% 26.9% 53.4% 12.3% GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2% SIERRA LEONE 23.1% 22.7% 63.8% 16.5% AFGHANISTAN 23.2% 97.7% 75.1% 50.5% MOZAMBIQUE 24.2% 29.6% 63.4% 37.2% UGANDA 24.3% 41.3% 55.9% 19.8% TANZANIA 25.0% 37.7% 60.7% 31.8% ETHIOPIA 25.0% 48.3% 49.6% 8.9% NORTH KOREA1 <0.1% 49.4% 93.8% 84.7% ERITREA 8.0% 50.4% 51.8% 11.9% COMOROS 8.5% 84.0% 80.2% 35.9% CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1% SOUTH SUDAN 11.4% 6.7% 41.0% 15.8% SOMALIA 14.1% 36.0% 56.5% 39.3% NIGER 14.8% 18.8% 46.9% 14.8% BURUNDI 15.1% 11.1% 62.2% 45.7% DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4% MALAWI 19.8% 11.2% 70.0% 26.6% LOCATION INTERNET ADOPTION ACCESS TO ELECTRICITY BASIC DRINKING WATER BASIC SANITATION SERVICES LOCATION INTERNET ADOPTION ACCESS TO ELECTRICITY BASIC DRINKING WATER BASIC SANITATION SERVICES SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; 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 APR 2022 25
  • 26. 25 CHAD 19.9% 8.4% 46.2% 12.1% PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2% MADAGASCAR 22.7% 26.9% 53.4% 12.3% GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2% SIERRA LEONE 23.1% 22.7% 63.8% 16.5% AFGHANISTAN 23.2% 97.7% 75.1% 50.5% MOZAMBIQUE 24.2% 29.6% 63.4% 37.2% UGANDA 24.3% 41.3% 55.9% 19.8% TANZANIA 25.0% 37.7% 60.7% 31.8% ETHIOPIA 25.0% 48.3% 49.6% 8.9% NORTH KOREA1 <0.1% 49.4% 93.8% 84.7% ERITREA 8.0% 50.4% 51.8% 11.9% COMOROS 8.5% 84.0% 80.2% 35.9% CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1% SOUTH SUDAN 11.4% 6.7% 41.0% 15.8% SOMALIA 14.1% 36.0% 56.5% 39.3% NIGER 14.8% 18.8% 46.9% 14.8% BURUNDI 15.1% 11.1% 62.2% 45.7% DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4% MALAWI 19.8% 11.2% 70.0% 26.6% LOCATION INTERNET ADOPTION ACCESS TO ELECTRICITY BASIC DRINKING WATER BASIC SANITATION SERVICES LOCATION INTERNET ADOPTION ACCESS TO ELECTRICITY BASIC DRINKING WATER BASIC SANITATION SERVICES SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; 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 APR 2022 26
  • 27. 25 CHAD 19.9% 8.4% 46.2% 12.1% PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2% MADAGASCAR 22.7% 26.9% 53.4% 12.3% GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2% SIERRA LEONE 23.1% 22.7% 63.8% 16.5% AFGHANISTAN 23.2% 97.7% 75.1% 50.5% MOZAMBIQUE 24.2% 29.6% 63.4% 37.2% UGANDA 24.3% 41.3% 55.9% 19.8% TANZANIA 25.0% 37.7% 60.7% 31.8% ETHIOPIA 25.0% 48.3% 49.6% 8.9% NORTH KOREA1 <0.1% 49.4% 93.8% 84.7% ERITREA 8.0% 50.4% 51.8% 11.9% COMOROS 8.5% 84.0% 80.2% 35.9% CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1% SOUTH SUDAN 11.4% 6.7% 41.0% 15.8% SOMALIA 14.1% 36.0% 56.5% 39.3% NIGER 14.8% 18.8% 46.9% 14.8% BURUNDI 15.1% 11.1% 62.2% 45.7% DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4% MALAWI 19.8% 11.2% 70.0% 26.6% LOCATION INTERNET ADOPTION ACCESS TO ELECTRICITY BASIC DRINKING WATER BASIC SANITATION SERVICES LOCATION INTERNET ADOPTION ACCESS TO ELECTRICITY BASIC DRINKING WATER BASIC SANITATION SERVICES SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; 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 APR 2022 27
  • 29. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 29 EXPECT TO SEE DIGITAL USER GROWTH SLOW IN 2023 COMPARED WITH RECENT GROWTH RATES
  • 31. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 31 THE TYPICAL USER ALREADY SPENDS MORE THAN 40% OF THEIR WAKING LIFE USING THE INTERNET
  • 32. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM GWI (Q1 2022). 32 1.43 BILLION YEARS
  • 34. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 34 THE AMOUNT OF TIME EACH PERSON SPENDS ONLINE EACH DAY REMAINS RELATIVELY STABLE
  • 35. 24 06:42 06:55 06:55 06:56 06:55 06:57 06:57 06:53 06:49 +3.2% 0% +0.2% -0.2% +0.5% 0% -1.0% -1.0% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2020 2020 2020 2020 2021 2021 2021 2021 2022 SOURCE: GWI (Q1 2020 TO Q1 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 JUL 2022 35
  • 37. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 37 NEW ONLINE ACTIVITIES MAY NOW CANNIBALISE EXISTING DIGITAL HABITS, NOT OFFLINE ACTIVITIES
  • 39. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 39 ENDURING SUCCESS WILL INCREASINGLY DEPEND ON DELIVERING TANGIBLE VALUE, NOT JUST SCALE
  • 40. @ESKIMON 40 THIS IS PARTICULARLY RELEVANT TO BUSINESS MODELS THAT FOCUS ON INTERRUPTIVE ADS
  • 41. @ESKIMON 41 PEOPLE MAY BECOME INCREASINGLY IRRITATED BY INTERRUPTIONS THAT WASTE THEIR ONLINE TIME
  • 42. @ESKIMON 42 RETHINKING HOW WE SEE SOCIAL MEDIA PLATFORMS #3
  • 43. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 43 THE TIME USERS SPEND ON SOCIAL MEDIA HAS ALSO REMAINED QUITE STABLE IN RECENT YEARS
  • 44. 116 02:23 02:30 02:25 02:22 02:24 02:27 02:28 02:29 02:29 +4.9% -3.3% -2.1% +1.4% +2.1% +0.7% +0.7% 0% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2020 2020 2020 2020 2021 2021 2021 2021 2022 SOURCE: GWI (Q1 2020 TO Q1 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 SOCIAL MEDIA EACH DAY DAILY TIME SPENT USING SOCIAL MEDIA JUL 2022 44
  • 46. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 46 THE MIX OF SOCIAL PLATFORMS THAT CAPTURE THE LARGEST SHARE OF OUR TIME HAS CHANGED
  • 47. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM DATA.AI (JUL 2022). 47 PEOPLE NOW SPEND CONSIDERABLY MORE TIME ON TIKTOK THAN THEY DID A FEW MONTHS AGO
  • 48. 127 23.6 HOURS / MONTH 23.2 HOURS / MONTH 19.4 HOURS / MONTH 17.5 HOURS / MONTH 11.8 HOURS / MONTH 10.9 HOURS / MONTH 5.4 HOURS / MONTH 3.9 HOURS / MONTH 3.2 HOURS / MONTH 3.2 HOURS / MONTH TIKTOK YOUTUBE FACEBOOK WHATSAPP INSTAGRAM LINE TWITTER TELEGRAM FB MESSENGER SNAPCHAT SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31 MARCH 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 IN Q1 2022, ACCORDING TO DATA.AI TIME USING SOCIAL APPS: DATA.AI DATA JUL 2022 48
  • 49. 127 23.6 HOURS / MONTH 23.2 HOURS / MONTH 19.4 HOURS / MONTH 17.5 HOURS / MONTH 11.8 HOURS / MONTH 10.9 HOURS / MONTH 5.4 HOURS / MONTH 3.9 HOURS / MONTH 3.2 HOURS / MONTH 3.2 HOURS / MONTH TIKTOK YOUTUBE FACEBOOK WHATSAPP INSTAGRAM LINE TWITTER TELEGRAM FB MESSENGER SNAPCHAT SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31 MARCH 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 IN Q1 2022, ACCORDING TO DATA.AI TIME USING SOCIAL APPS: DATA.AI DATA JUL 2022 49
  • 50. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 50 BUT USAGE MOTIVATIONS VARY CONSIDERABLY BETWEEN THE TOP SOCIAL MEDIA PLATFORMS
  • 51. 130 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 55.1% 55.7% 60.1% 71.3% 64.5% INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2% LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0% PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3% REDDIT 37.5% 30.4% 33.8% 12.5% 18.5% SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7% TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4% TWITTER 36.3% 37.4% 61.0% 22.2% 30.1% SOURCE: GWI (Q1 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 JUL 2022 51
  • 52. 130 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 55.1% 55.7% 60.1% 71.3% 64.5% INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2% LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0% PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3% REDDIT 37.5% 30.4% 33.8% 12.5% 18.5% SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7% TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4% TWITTER 36.3% 37.4% 61.0% 22.2% 30.1% SOURCE: GWI (Q1 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 JUL 2022 52
  • 53. 130 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 55.1% 55.7% 60.1% 71.3% 64.5% INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2% LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0% PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3% REDDIT 37.5% 30.4% 33.8% 12.5% 18.5% SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7% TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4% TWITTER 36.3% 37.4% 61.0% 22.2% 30.1% SOURCE: GWI (Q1 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 JUL 2022 53
  • 54. 130 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 55.1% 55.7% 60.1% 71.3% 64.5% INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2% LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0% PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3% REDDIT 37.5% 30.4% 33.8% 12.5% 18.5% SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7% TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4% TWITTER 36.3% 37.4% 61.0% 22.2% 30.1% SOURCE: GWI (Q1 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 JUL 2022 54
  • 55. 130 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 55.1% 55.7% 60.1% 71.3% 64.5% INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2% LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0% PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3% REDDIT 37.5% 30.4% 33.8% 12.5% 18.5% SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7% TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4% TWITTER 36.3% 37.4% 61.0% 22.2% 30.1% SOURCE: GWI (Q1 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 JUL 2022 55
  • 56. @ESKIMON 56 SHOULD MARKETERS STILL BE COMPARING TIKTOK WITH FACEBOOK, OR TWITTER WITH SNAPCHAT?
  • 57. @ESKIMON 57 “Social” is a behaviour, not a media channel.
  • 58. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 58 EACH PLATFORM HAS A DIFFERENT FUNCTIONAL AND EMOTIONAL ROLE IN PEOPLE’S LIVES
  • 60. @ESKIMON 60 WE NEED TO RECALIBRATE OUR VOCABULARY, AS WELL AS HOW WE DIVIDE MEDIA BUDGETS
  • 61. @ESKIMON • SOURCES: GWI (Q1 2022); SENSOR TOWER (JUL 2022). NOTE: FIGURES REPRESENT GLOBAL AVERAGES. ADVISORY: DATA ARE FROM DIFFERENT SOURCES, SO ARE NOT COMPARABLE ON A LIKE-FOR-LIKE BASIS. 61 0H 51M INSTAGRAM 1H 35M TIKTOK 1H 30M STREAMING TV (E.G. NETFLIX) 1H 55M LINEAR (BROADCAST) TV DAILY TIME SPENT WITH DIFFERENT KINDS OF MEDIA
  • 62. @ESKIMON 62 REALITY: THE OPTIMUM APPROACH DEPENDS ON THE BRAND, THE AUDIENCE, AND OUR OBJECTIVES
  • 64. @ESKIMON 64 Divide your budgets based on what unites your audience
  • 65. @ESKIMON 65 BUILD CHANNEL PLANS AROUND AUDIENCES’ DESIRED OUTCOMES, NOT MEDIA “BUCKETS”
  • 66. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 66 BUT “TANGIBLE VALUE” IS ALSO RESHAPING HOW PEOPLE SPEND THEIR MONEY, NOT JUST THEIR TIME
  • 68. 85 28.6% 39.2% 32.2% HEARD OF THE TERM ‘NFT’ AND UNDERSTAND WHAT AN NFT IS HEARD OF THE TERM ‘NFT’, BUT STILL NOT SURE WHAT AN NFT IS NOT HEARD OF NFTS BEFORE SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD. SEE GWI.COM FOR FULL DETAILS. GLOBAL OVERVIEW PERCENTAGE OF SURVEY RESPONDENTS* WHO AGREED WITH EACH STATEMENT AWARENESS OF NFTS JUL 2022 68
  • 69. 85 28.6% 39.2% 32.2% HEARD OF THE TERM ‘NFT’ AND UNDERSTAND WHAT AN NFT IS HEARD OF THE TERM ‘NFT’, BUT STILL NOT SURE WHAT AN NFT IS NOT HEARD OF NFTS BEFORE SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD. SEE GWI.COM FOR FULL DETAILS. GLOBAL OVERVIEW PERCENTAGE OF SURVEY RESPONDENTS* WHO AGREED WITH EACH STATEMENT AWARENESS OF NFTS JUL 2022 69
  • 70. 86 26.7% 21.9% 16.5% 14.0% 10.9% 7.8% 2.2% A TYPE OF CRYPTOCURRENCY A FILE THAT ESTABLISHES PROOF OF OWNERSHIP OF A DIGITAL ASSET A WAY OF RECORDING DIGITAL TRANSACTIONS A DIGITAL IMAGE / OBJECT THAT PEOPLE CAN OWN NONE OF THESE A TYPE OF DIGITAL ART OTHER SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD. SEE GWI.COM FOR FULL DETAILS. ALL SURVEY RESPONDENTS COULD ANSWER THIS QUESTION, INCLUDING THOSE WHO HAD NOT PREVIOUSLY HEARD OF NFTS. GLOBAL OVERVIEW PERCENTAGE OF SURVEY RESPONDENTS* WHO IDENTIFIED EACH OPTION AS BEING THE “BEST” DESCRIPTION OF AN NFT UNDERSTANDING OF NFTS JUL 2022 70
  • 71. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI ZEITGEIST (APR 2022). 71 TAKEAWAY: LESS THAN A QUARTER OF INTERNET USERS ACTUALLY UNDERSTAND WHAT AN NFT IS
  • 72. ! 72
  • 73. SOURCE: NONFUNGIBLE.COM (SEP 2022). NOTE: WALLETS MAY NOT REPRESENT UNIQUE INDIVIDUALS. 73 0 200,000 400,000 600,000 800,000 1,000,000 22 SEP 2020 22 OCT 2020 22 NOV 2020 22 DEC 2020 22 JAN 2021 22 FEB 2021 22 MAR 2021 22 APR 2021 22 MAY 2021 22 JUN 2021 22 JUL 2021 22 AUG 2021 22 SEP 2021 22 OCT 2021 22 NOV 2021 22 DEC 2021 22 JAN 2022 22 FEB 2022 22 MAR 2022 22 APR 2022 22 MAY 2022 22 JUN 2022 22 JUL 2022 22 AUG 2022 22 SEP 2022 03 DEC 2021: 1,020,524 22 SEP 2022: 199,874 GLOBAL OVERVIEW THE NUMBER OF BLOCKCHAIN WALLETS THAT ENGAGED IN NFT TRADES IN THE PRECEDING 30-DAY PERIOD, ACCORDING TO NONFUNGIBLE.COM WALLETS TRADING NFTS IN PRECEDING 30 DAYS SEP 2022 DATAREPORTAL
  • 74. SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES (ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED. 74 120,000,000 NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS 300,000,000 WORLDWIDE MONTHLY VISITORS TO QUORA’S WEBSITE AND / OR APP 477,000,000 PUTTING NFT TRADING INTO PERSPECTIVE NUMBER OF UNIQUE VISITORS TO YAHOO.COM IN THE PAST 30 DAYS 560,000,000 NUMBER OF WORKING-AGE ADULTS WHO LISTENED TO A PODCAST IN THE PAST 7 DAYS* 200,000 NUMBER OF BLOCKCHAIN WALLETS THAT TRADED NFTS IN THE PAST 30 DAYS 2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS 2,385 : 1 vs. NFTS 600 : 1 vs. NFTS
  • 75. SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES (ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED. 75 120,000,000 NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS 300,000,000 WORLDWIDE MONTHLY VISITORS TO QUORA’S WEBSITE AND / OR APP 477,000,000 PUTTING NFT TRADING INTO PERSPECTIVE NUMBER OF UNIQUE VISITORS TO YAHOO.COM IN THE PAST 30 DAYS 560,000,000 NUMBER OF WORKING-AGE ADULTS WHO LISTENED TO A PODCAST IN THE PAST 7 DAYS* 200,000 NUMBER OF BLOCKCHAIN WALLETS THAT TRADED NFTS IN THE PAST 30 DAYS 2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS 2,385 : 1 vs. NFTS 600 : 1 vs. NFTS
  • 76. SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES (ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED. 76 120,000,000 NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS 300,000,000 WORLDWIDE MONTHLY VISITORS TO QUORA’S WEBSITE AND / OR APP 477,000,000 PUTTING NFT TRADING INTO PERSPECTIVE NUMBER OF UNIQUE VISITORS TO YAHOO.COM IN THE PAST 30 DAYS 560,000,000 NUMBER OF WORKING-AGE ADULTS WHO LISTENED TO A PODCAST IN THE PAST 7 DAYS* 200,000 NUMBER OF BLOCKCHAIN WALLETS THAT TRADED NFTS IN THE PAST 30 DAYS 2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS 2,385 : 1 vs. NFTS 600 : 1 vs. NFTS
  • 78. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 78 DATA SUGGESTS THAT NFTS MAY BE A LOT LESS POPULAR THAN MEDIA COVERAGE SUGGESTS
  • 79. SOURCE: NONFUNGIBLE.COM (SEP 2022). NOTE: VALUES MAY INCLUDE MULTIPLE TRADES OF THE SAME NFT. 79 0 $1 BILLION $2 BILLION $3 BILLION $4 BILLION $5 BILLION 22 SEP 2020 22 OCT 2020 22 NOV 2020 22 DEC 2020 22 JAN 2021 22 FEB 2021 22 MAR 2021 22 APR 2021 22 MAY 2021 22 JUN 2021 22 JUL 2021 22 AUG 2021 22 SEP 2021 22 OCT 2021 22 NOV 2021 22 DEC 2021 22 JAN 2022 22 FEB 2022 22 MAR 2022 22 APR 2022 22 MAY 2022 22 JUN 2022 22 JUL 2022 22 AUG 2022 22 SEP 2022 04 SEP 2021: $4.798 BILLION 22 SEP 2022: $416 MILLION GLOBAL OVERVIEW CUMULATIVE MONTHLY VALUE OF ALL NFT TRADES IN THE PRECEDING 30 DAYS, ACCORDING TO NONFUNGIBLE.COM VALUE OF NFTS TRADED IN PRECEDING 30 DAYS SEP 2022 DATAREPORTAL
  • 81. @ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022), BASED ON DATA PUBLISHED BY NONFUNGIBLE.COM (APR 2022). 81 HALF OF THE VALUE OF NFT TRADES IN Q1 2022 COULD BE ATTRIBUTED TO “WASH TRADING”
  • 82. @ESKIMON • SOURCE: BASED ON “WHAT IS NFT WASH TRADING?”, LEDGER.COM (JUN 2022). 82 Wash trading occurs when traders buy and sell assets that they already own – often multiple times – in order to make those assets appear more valuable.
  • 83. 83
  • 84. 84
  • 85. 85
  • 86. 86
  • 88. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM NONFUNGIBLE.COM (SEP 2022). 88 EVEN IF NFTS LOOK ATTRACTIVE, MUCH OF THE PURPORTED VALUE MAY BE SMOKE AND MIRRORS
  • 89. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 89 IN ORDER TO ACHIEVE THEIR POTENTIAL, NFTS MUST MOVE BEYOND SCAMS TO DELIVER UTILITY
  • 91. @ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022), BASED ON DATA FROM GWI (Q1 2022). 91 OWNERSHIP OF CRYPTOCURRENCIES HAS SURGED BY 50% OVER THE PAST YEAR
  • 92. 83 24.7% 23.6% 21.8% 21.3% 21.1% 21.0% 19.5% 19.3% 18.8% 18.4% 18.3% 17.2% 15.9% 15.9% 15.8% 15.7% 15.5% 15.4% 14.2% 14.1% 14.1% 13.1% 13.0% 12.5% 12.3% 12.1% 12.0% 11.8% 11.2% 10.8% 10.4% 10.3% 9.8% 9.8% 9.6% 9.3% 9.2% 9.2% 8.6% 7.9% 7.3% 7.2% 7.0% 6.0% 5.7% 5.5% 4.5% 3.8% 3.7% TURKEY ARGENTINA SOUTH AFRICA THAILAND PHILIPPINES NIGERIA SINGAPORE BRAZIL U.A.E. INDONESIA NETHERLANDS INDIA PORTUGAL U.S.A. VIETNAM SOUTH KOREA MALAYSIA HONG KONG SWITZERLAND AUSTRALIA CANADA AUSTRIA NEW ZEALAND COLOMBIA IRELAND WORLDWIDE CZECHIA DENMARK SPAIN GREECE U.K. MEXICO GERMANY TAIWAN POLAND BELGIUM ROMANIA SWEDEN SAUDI ARABIA KENYA ISRAEL ITALY FRANCE EGYPT JAPAN CHINA GHANA RUSSIA MOROCCO SOURCE: GWI (Q1 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 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY OWNERSHIP OF CRYPTOCURRENCY JUL 2022 92
  • 93. 83 24.7% 23.6% 21.8% 21.3% 21.1% 21.0% 19.5% 19.3% 18.8% 18.4% 18.3% 17.2% 15.9% 15.9% 15.8% 15.7% 15.5% 15.4% 14.2% 14.1% 14.1% 13.1% 13.0% 12.5% 12.3% 12.1% 12.0% 11.8% 11.2% 10.8% 10.4% 10.3% 9.8% 9.8% 9.6% 9.3% 9.2% 9.2% 8.6% 7.9% 7.3% 7.2% 7.0% 6.0% 5.7% 5.5% 4.5% 3.8% 3.7% TURKEY ARGENTINA SOUTH AFRICA THAILAND PHILIPPINES NIGERIA SINGAPORE BRAZIL U.A.E. INDONESIA NETHERLANDS INDIA PORTUGAL U.S.A. VIETNAM SOUTH KOREA MALAYSIA HONG KONG SWITZERLAND AUSTRALIA CANADA AUSTRIA NEW ZEALAND COLOMBIA IRELAND WORLDWIDE CZECHIA DENMARK SPAIN GREECE U.K. MEXICO GERMANY TAIWAN POLAND BELGIUM ROMANIA SWEDEN SAUDI ARABIA KENYA ISRAEL ITALY FRANCE EGYPT JAPAN CHINA GHANA RUSSIA MOROCCO SOURCE: GWI (Q1 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 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY OWNERSHIP OF CRYPTOCURRENCY JUL 2022 93
  • 94. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 94 HOWEVER, AS WITH NFTS, SPECULATION MAY BE DISTRACTING FROM CRYPTO’S TRUE POTENTIAL
  • 95. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON THE COMBINED MARKET CAP OF MAJOR GLOBAL STOCK INDICES. 95 CONTEXT: MANY FORMS OF INVESTMENT HAVE SUFFERED BIG LOSSES OVER RECENT MONTHS
  • 96. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON THE USD EXCHANGE RATES FOR BITCOIN AND ETHEREUM. 96 HOWEVER, INVESTMENTS IN CRYPTOCURRENCY HAVE BEEN PARTICULARLY BADLY AFFECTED
  • 97. SOURCE: GOOGLE FINANCE. NOTES: FIGURES REPRESENT THE PUBLISHED EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT 23:58 ON EACH DAY. INTRA-DAY TRADING VALUES MAY HAVE BEEN QUITE DIFFERENT TO THE VALUE AT 23:58. 97 $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 21 SEP 2020 21 OCT 2020 21 NOV 2020 21 DEC 2020 21 JAN 2021 21 FEB 2021 21 MAR 2021 21 APR 2021 21 MAY 2021 21 JUN 2021 21 JUL 2021 21 AUG 2021 21 SEP 2021 21 OCT 2021 21 NOV 2021 21 DEC 2021 21 JAN 2022 21 FEB 2022 21 MAR 2022 21 APR 2022 21 MAY 2022 21 JUN 2022 21 JUL 2022 21 AUG 2022 21 SEP 2022 08 NOV 2021: $67,583 12 DEC 2020: $18,812 21 SEP 2022: $18,465 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 SEP 2022 DATAREPORTAL
  • 98. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GOOGLE FINANCE (ACCESSED SEP 2022). 98 THE BITCOIN-USD EXCHANGE RATE FLUCTUATED BY 5% OR MORE ON 119 DAYS IN THE PAST 2 YEARS
  • 99. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GOOGLE FINANCE (ACCESSED SEP 2022). 99 HOWEVER, THE VALUE OF BITCOIN INCREASED BY 77% BETWEEN 21 SEP 2020 AND 21 SEP 2022
  • 101. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022) AND VARIOUS OTHER SOURCES. 101 CRYPTOCURRENCIES HAVE SHOWN ENDURING APPEAL WITH INDIVIDUALS AND INVESTORS
  • 102. @ESKIMON 102 MY TAKE: CRYPTOCURRENCIES SHOULD BE WITH US FOR THE LONG TERM
  • 103. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 103 HOWEVER, IT MAY BE MANY YEARS BEFORE WE START USING CRYPTO FOR EVERYDAY PAYMENTS
  • 106. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS SOURCES INCLUDING ACTIVEPLAYER.IO (SEP 2022). 106 THERE’S ALREADY PLENTY OF EVIDENCE TO DEMONSTRATE THE APPEAL OF VIRTUAL WORLDS
  • 107. @ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA. 107 MINECRAFT 170 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 17 MILLION PLAYERS PER DAY IN THE PAST MONTH ROBLOX VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES 200 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 20 MILLION PLAYERS PER DAY IN THE PAST MONTH FORTNITE 260 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 23 MILLION PLAYERS PER DAY IN THE PAST MONTH
  • 108. @ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA. 108 MINECRAFT 170 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 17 MILLION PLAYERS PER DAY IN THE PAST MONTH ROBLOX VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES 200 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 20 MILLION PLAYERS PER DAY IN THE PAST MONTH FORTNITE 260 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 23 MILLION PLAYERS PER DAY IN THE PAST MONTH
  • 109. @ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA. 109 MINECRAFT 170 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 17 MILLION PLAYERS PER DAY IN THE PAST MONTH ROBLOX VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES 200 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 20 MILLION PLAYERS PER DAY IN THE PAST MONTH FORTNITE 260 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 23 MILLION PLAYERS PER DAY IN THE PAST MONTH
  • 110. @ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA. 110 MINECRAFT 170 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 17 MILLION PLAYERS PER DAY IN THE PAST MONTH ROBLOX VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES 200 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 20 MILLION PLAYERS PER DAY IN THE PAST MONTH FORTNITE 260 MILLION MONTHLY ACTIVE PLAYERS, WITH A PEAK OF 23 MILLION PLAYERS PER DAY IN THE PAST MONTH
  • 111. @ESKIMON 111 HOWEVER – AT LEAST FOR NOW – THE AVAILABLE DATA SEEMS TO POINT TOWARDS A CLEAR TREND
  • 112. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 112 METAVERSE GAMING =
  • 113. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 113 BUT – DESPITE STEREOTYPES – THAT SHOULDN’T DIMINISH THE METAVERSE’S POTENTIAL APPEAL
  • 114. 73 86.5% 85.0% 81.2% 75.6% 66.6% 89.2% 87.7% 84.7% 79.4% 67.2% 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 SOURCE: GWI (Q1 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 PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES JUL 2022 114
  • 115. 73 86.5% 85.0% 81.2% 75.6% 66.6% 89.2% 87.7% 84.7% 79.4% 67.2% 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 SOURCE: GWI (Q1 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 PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES JUL 2022 115
  • 116. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 116 PEOPLE ALSO SPEND A CONSIDERABLE AMOUNT OF TIME PLAYING VIDEO GAMES
  • 117. 74 01:52 01:50 01:46 01:30 01:29 01:27 01:26 01:24 01:20 01:19 01:16 01:15 01:12 01:12 01:11 01:11 01:09 01:07 01:05 01:04 01:02 00:59 00:58 00:56 00:55 00:55 00:54 00:52 00:52 00:50 00:50 00:47 00:47 00:46 00:44 00:44 00:41 00:40 00:40 00:40 00:37 00:34 00:31 00:31 00:26 SAUDI ARABIA THAILAND EGYPT PHILIPPINES MEXICO INDIA U.A.E. U.S.A. VIETNAM INDONESIA MALAYSIA SOUTH AFRICA CHINA HONG KONG WORLDWIDE AUSTRALIA BRAZIL U.K. TURKEY ARGENTINA CANADA COLOMBIA SINGAPORE NETHERLANDS FRANCE NEW ZEALAND TAIWAN IRELAND ISRAEL DENMARK GERMANY POLAND SPAIN ITALY GREECE SWEDEN ROMANIA BELGIUM PORTUGAL SWITZERLAND SOUTH KOREA RUSSIA AUSTRIA CZECHIA JAPAN SOURCE: GWI (Q1 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 A GAMES CONSOLE EACH DAY DAILY TIME SPENT USING A GAMES CONSOLE JUL 2022 117
  • 118. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS NEWS ARTICLES AND COMPANY STATEMENTS. 118 THERE’S ALSO PLENTY OF EVIDENCE THAT IN- GAME EXPERIENCES CAN BE HIGHLY APPEALING
  • 119. @ESKIMON • SOURCE: BASED ON STATISTICS QUOTED IN COMPLEX (JAN 2022). 119 10.7 MILLION ATTENDEES OF MARSHMELLO’S LIVE CONCERT AND DJ GIG IN 2019 12 MILLION FORTNITE EVENTS HAVE ATTRACTED 8-FIGURE AUDIENCES ATTENDEES ON THE FIRST DAY OF TRAVIS SCOTT’S THREE-DAY “ASTRONOMICAL” CONCERT IN 2020 &
  • 120. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 120 HOWEVER, THE APPEAL OF VIRTUAL MEETINGS WITH DISEMBODIED AVATARS REMAINS UNCLEAR
  • 122. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 122 TO SUCCEED, VIRTUAL WORLDS LIKELY NEED TO OFFER SOMETHING DISTINCT TO THE REAL WORLD
  • 123. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 123 SOME PEOPLE WILL WANT TO ESCAPE REALITY, SO REPLICATING IT ISN’T THE BIG OPPORTUNITY
  • 124. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 124 TRENDS ALSO SUGGEST IT MAY TAKE TIME FOR THE METAVERSE TO BREAK OUT BEYOND GAMING
  • 129. @ESKIMON • HEFFERNAN, V., “FACEBOOK EXODUS”, NEW YORK TIMES MAGAZINE, 26 AUG 2009. 129 Facebook Exodus ~ New York Times headline, 26 August 2009
  • 130. @ESKIMON • HEFFERNAN, V., “FACEBOOK EXODUS”, NEW YORK TIMES MAGAZINE, 26 AUG 2009. 130 Facebook Exodus ~ New York Times headline, 26 August 2009
  • 131. SOURCES: FACEBOOK COMPANY ANNOUNCEMENTS (JUL 2009 AND JUL 2010); META’S INVESTOR EARNINGS ANNOUNCEMENTS (JUL 2011 TO JUL 2022). 131 739 955 1,155 1,317 1,490 1,712 2,006 2,234 2,414 2,701 2,895 2,934 500 250 JUL 2009 JUL 2010 JUL 2011 JUL 2012 JUL 2013 JUL 2014 JUL 2015 JUL 2016 JUL 2017 JUL 2018 JUL 2019 JUL 2020 JUL 2021 JUL 2022 GLOBAL OVERVIEW MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS) FACEBOOK’S ACTIVE USERS OVER TIME SEP 2022 DATAREPORTAL
  • 132. @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (SEP 2022). 132 AND SOMEWHAT INCONVENIENTLY, THE LATEST DATA STILL DON’T CORROBORATE THIS STORY
  • 133. SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) IIMEDIA POLARIS. 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; DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS. 133 2,934 2,476 2,000 1,440 1,288 1,023 1,000 700 617 613 598 582 564 486 433 430 300 FACEBOOK1 YOUTUBE2 WHATSAPP1 * INSTAGRAM2 WECHAT1 TIKTOK2 FACEBOOK MESSENGER2 TELEGRAM1 SNAPCHAT2 DOUYIN3 KUAISHOU1 SINA WEIBO1 QQ1 TWITTER2 PINTEREST1 REDDIT1 * QUORA1 * GLOBAL OVERVIEW RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS) THE WORLD’S MOST USED SOCIAL PLATFORMS SEP 2022
  • 134. @ESKIMON • SOURCES: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA PUBLISHED IN META’S Q2 2022 INVESTOR EARNINGS ANNOUNCEMENT (JUL 2022) AND IN META’S ADVERTISING RESOURCES (JUL 2022). 134 FACEBOOK’S MAUS DID DROP IN Q2, BUT THIS WAS LARGELY DUE TO SANCTIONS ON RUSSIA
  • 135. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM DATA.AI (JUL 2022) AND GWI (Q1 2022). 135 CRUCIALLY, VARIOUS THIRD-PARTY DATA POINTS DEMONSTRATE FACEBOOK’S ENDURING VITALITY
  • 136. 244 01 ROBLOX ROBLOX 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD 03 SUBWAY SURFERS SYBO* 04 GARENA FREE FIRE SEA 05 LUDO KING GAMETION 06 MINECRAFT POCKET EDITION MICROSOFT 07 PUBG MOBILE TENCENT 08 CLASH ROYALE TENCENT 09 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD 10 MOBILE LEGENDS: BANG BANG BYTEDANCE 01 FACEBOOK META 02 WHATSAPP META 03 INSTAGRAM META 04 FACEBOOK MESSENGER META 05 TIKTOK BYTEDANCE 06 TELEGRAM TELEGRAM 07 AMAZON AMAZON 08 TWITTER TWITTER 09 SPOTIFY SPOTIFY 10 NETFLIX NETFLIX # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN APRIL AND JUNE 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). DOES NOT INCLUDE DATA FOR CHINA. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. GLOBAL OVERVIEW DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY AVERAGE MONTHLY ACTIVE USERS BETWEEN APRIL AND JUNE 2022 DATA.AI APP RANKING: MONTHLY ACTIVE USERS JUL 2022 136
  • 137. SOURCE: GWI (Q1 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: 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. 137 16.4% 15.0% 14.5% 11.8% 5.4% 5.3% 3.3% 2.7% 2.0% 1.9% 1.7% 1.6% 1.5% 1.3% 1.0% 1.0% WHATSAPP INSTAGRAM FACEBOOK WECHAT TIKTOK DOUYIN TWITTER FB MESSENGER TELEGRAM LINE KUAISHOU QQ PINTEREST SNAPCHAT IMESSAGE XIAOHONGSHU 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 JUL 2022
  • 138. @ESKIMON 138 BUT WHAT ABOUT TEENS – SURELY THE KIDS ALL “ABANDONED” FACEBOOK A LONG TIME AGO?
  • 139. SOURCE: PEW RESEARCH CENTER (AUG 2022). NOTES: FIGURES REPRESENT PERCENTAGE OF TEENAGERS IN THE UNITED STATES WHO SAID THAT THEY EVER USE EACH OF THE NAMED PLATFORMS (I.E. SELF-REPORTED USE). COMPARABILITY: YOUTUBE, TIKTOK, TWITCH, WHATSAPP, AND REDDIT DID NOT APPEAR IN THE 2015 SURVEY. 139 100% 50% 70% FACEBOOK: 71% FACEBOOK: 32% INSTAGRAM: 52% INSTAGRAM: 62% YOUTUBE: 95% SNAPCHAT: 41% SNAPCHAT: 59% TIKTOK: 67% TWITTER: 33% TWITTER: 23% TWITCH: 20% WHATSAPP: 17% REDDIT: 14% TUMBLR: 14% 2015 SURVEY TUMBLR: 5% 2022 SURVEY 30% 0% 80% 90% 40% 10% 60% 20% OF AMERICA UNITED STATES PERCENTAGE OF AMERICAN TEENS AGED 13 TO 17 WHO SAY THAT THEY USE EACH APP OR SITE U.S. TEENS’ USE OF SOCIAL MEDIA PLATFORMS SEP 2022
  • 140. SOURCE: PEW RESEARCH CENTER (AUG 2022). NOTE: FIGURES REPRESENT PERCENTAGE OF TEENAGERS IN THE UNITED STATES WHO SAID THAT THEY EVER USE EACH OF THE NAMED PLATFORMS (I.E. SELF-REPORTED USE). 140 100% 50% 70% FACEBOOK: 71% FACEBOOK: 32% INSTAGRAM: 52% INSTAGRAM: 62% YOUTUBE: 95% SNAPCHAT: 41% SNAPCHAT: 59% TIKTOK: 67% TWITTER: 33% TWITTER: 23% TWITCH: 20% WHATSAPP: 17% REDDIT: 14% TUMBLR: 14% 2015 SURVEY TUMBLR: 5% 2022 SURVEY 30% 0% 80% 90% 40% 10% 60% 20% OF AMERICA UNITED STATES PERCENTAGE OF AMERICAN TEENS AGED 13 TO 17 WHO SAY THAT THEY USE EACH APP OR SITE U.S. TEENS’ USE OF SOCIAL MEDIA PLATFORMS SEP 2022
  • 141. @ESKIMON • SOURCE: KEPIOS ANALYSIS (JUL 2022), BASED ON FIGURES PUBLISHED IN META’S ADVERTISING RESOURCES. 141 +1.35 MILLION CHANGE IN THE NUMBER OF GLOBAL FACEBOOK USERS AGED 13 TO 19 WHO WERE SHOWN ADS IN Q2 2022 vs. Q1 2022 (+0.6% QOQ GROWTH)
  • 144. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 144 PEW’S SURVEY ONLY COVERS TEENS IN AMERICA, AND ISN’T REPRESENTATIVE OF GLOBAL TRENDS
  • 145. 148 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% 18.7% 2.3% 21.6% 0.2% 4.9% 1.2% 2.0% 0.7% 2.7% 4.8% 2.8% 3.3% 2.6% 3.7% 11.8% 0.6% 5.5% 9.4% SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH SHARE OF FACEBOOK ADVERTISING AUDIENCE JUL 2022 145
  • 146. 148 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% 18.7% 2.3% 21.6% 0.2% 4.9% 1.2% 2.0% 0.7% 2.7% 4.8% 2.8% 3.3% 2.6% 3.7% 11.8% 0.6% 5.5% 9.4% SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH SHARE OF FACEBOOK ADVERTISING AUDIENCE JUL 2022 146 NORTHERN AMERICA
  • 148. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA PUBLISHED IN META’S ADVERTISING RESOURCES (JUL 2022). 148 WORLDWIDE, FACEBOOK STILL SEEMS TO BE GAINING TEENAGE USERS – NOT LOSING THEM
  • 150. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 150 FACEBOOK REMAINS A HUGELY VALUABLE OPPORTUNITY FOR MARKETING (AND MORE)
  • 151. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS SOURCES. 151 FACEBOOK’S ROLE IN OUR LIVES HAS EVOLVED, BUT IT’S VERY UNLIKELY TO “DIE” ANYTIME SOON
  • 152. 47 11 XNXX.COM 2.89B 718M 11M 22S 7.41 12 YANDEX.RU 2.75B 300M 14M 55S 2.66 13 FANDOM.COM 2.29B 739M 12M 15S 2.93 14 YAHOO.COM 2.08B 477M 15M 51S 3.16 15 APPLE.COM 1.92B 409M 16M 03S 1.97 16 XHAMSTER.COM 1.86B 553M 12M 51S 6.03 17 BING.COM 1.57B 358M 14M 29S 3.12 18 WEATHER.COM 1.38B 697M 5M 49S 1.55 19 NAVER.COM 1.20B 135M 44M 08S 10.60 20 TWITCH.TV 1.20B 259M 26M 50S 2.02 01 GOOGLE.COM 44.2B 5.77B 21M 17S 3.70 02 YOUTUBE.COM 27.6B 3.62B 27M 08S 3.42 03 FACEBOOK.COM 9.99B 1.93B 21M 22S 2.87 04 WIKIPEDIA.ORG 6.21B 1.86B 10M 35S 2.06 05 PORNHUB.COM 6.14B 1.42B 9M 38S 6.00 06 XVIDEOS.COM 5.50B 1.23B 11M 42S 6.80 07 TWITTER.COM 4.76B 1.41B 15M 27S 1.79 08 REDDIT.COM 3.82B 1.10B 15M 18S 2.82 09 AMAZON.COM 3.28B 840M 16M 01S 4.70 10 INSTAGRAM.COM 3.23B 1.23B 15M 50S 2.09 # WEBSITE TOTAL VISITS UNIQUE VISITORS TIME PER VISIT PAGES PER VISIT # WEBSITE TOTAL VISITS UNIQUE VISITORS TIME PER VISIT PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR MAY 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GLOBAL OVERVIEW RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN MAY 2022 MOST-VISITED WEBSITES: SEMRUSH RANKING JUL 2022 152
  • 153. 47 11 XNXX.COM 2.89B 718M 11M 22S 7.41 12 YANDEX.RU 2.75B 300M 14M 55S 2.66 13 FANDOM.COM 2.29B 739M 12M 15S 2.93 14 YAHOO.COM 2.08B 477M 15M 51S 3.16 15 APPLE.COM 1.92B 409M 16M 03S 1.97 16 XHAMSTER.COM 1.86B 553M 12M 51S 6.03 17 BING.COM 1.57B 358M 14M 29S 3.12 18 WEATHER.COM 1.38B 697M 5M 49S 1.55 19 NAVER.COM 1.20B 135M 44M 08S 10.60 20 TWITCH.TV 1.20B 259M 26M 50S 2.02 01 GOOGLE.COM 44.2B 5.77B 21M 17S 3.70 02 YOUTUBE.COM 27.6B 3.62B 27M 08S 3.42 03 FACEBOOK.COM 9.99B 1.93B 21M 22S 2.87 04 WIKIPEDIA.ORG 6.21B 1.86B 10M 35S 2.06 05 PORNHUB.COM 6.14B 1.42B 9M 38S 6.00 06 XVIDEOS.COM 5.50B 1.23B 11M 42S 6.80 07 TWITTER.COM 4.76B 1.41B 15M 27S 1.79 08 REDDIT.COM 3.82B 1.10B 15M 18S 2.82 09 AMAZON.COM 3.28B 840M 16M 01S 4.70 10 INSTAGRAM.COM 3.23B 1.23B 15M 50S 2.09 # WEBSITE TOTAL VISITS UNIQUE VISITORS TIME PER VISIT PAGES PER VISIT # WEBSITE TOTAL VISITS UNIQUE VISITORS TIME PER VISIT PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR MAY 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. GLOBAL OVERVIEW RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN MAY 2022 MOST-VISITED WEBSITES: SEMRUSH RANKING JUL 2022 153
  • 154. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 154 EVEN IF FACEBOOK SLIPS IN THE RANKINGS, ITS APPEAL WILL LIKELY ENDURE FOR MANY YEARS
  • 156. @ESKIMON 156 DON’T GET DISTRACTED BY MEDIA CLICK-BAIT
  • 157. @ESKIMON 157 USE THE LATEST DATA TO IDENTIFY PEOPLE’S REAL BEHAVIOURS, AND MAKE INFORMED DECISIONS
  • 158. THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2022
  • 160. 179 20.3% 18.3% 56.2% 43.8% 1.02 12.8% +5.4% [N/A] BILLION +52 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS 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) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’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: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW JUL 2022 160
  • 161. 179 20.3% 18.3% 56.2% 43.8% 1.02 12.8% +5.4% [N/A] BILLION +52 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS 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) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’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: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW JUL 2022 161
  • 162. 179 20.3% 18.3% 56.2% 43.8% 1.02 12.8% +5.4% [N/A] BILLION +52 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS 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) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’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: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW JUL 2022 162
  • 163. 127 23.6 HOURS / MONTH 23.2 HOURS / MONTH 19.4 HOURS / MONTH 17.5 HOURS / MONTH 11.8 HOURS / MONTH 10.9 HOURS / MONTH 5.4 HOURS / MONTH 3.9 HOURS / MONTH 3.2 HOURS / MONTH 3.2 HOURS / MONTH TIKTOK YOUTUBE FACEBOOK WHATSAPP INSTAGRAM LINE TWITTER TELEGRAM FB MESSENGER SNAPCHAT SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31 MARCH 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 IN Q1 2022, ACCORDING TO DATA.AI TIME USING SOCIAL APPS: DATA.AI DATA JUL 2022 163
  • 164. @ESKIMON 164 WITH IMPRESSIVE NUMBERS LIKE THESE, IT’S EASY TO UNDERSTAND THE HYPE AROUND TIKTOK
  • 166. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 166 SOME OTHER PLATFORMS MAY ALREADY BE DELIVERING MORE IMPRESSIVE NUMBERS…
  • 167. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON FIGURES PUBLISHED IN BYTEDANCE’S ADVERTISING RESOURCES (JUL 2022) AND ON TELEGRAM’S BLOG (JUL 2022) 167 FIRST UP, RECENT DATA SUGGESTS THAT TELEGRAM MAY BE GROWING EVEN FASTER THAN TIKTOK
  • 168. 224 700 8.8% 12.0% 42.3% 57.7% 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 FEMALE AND MALE USERS MALE USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q1 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 JUL 2022 168
  • 170. 170
  • 171. @ESKIMON • SOURCE: GWI (Q1 2022). NOTE: FIGURES REPRESENT SHARE OF GWI’S MALE GLOBAL SURVEY BASE OUTSIDE OF MAINLAND CHINA WHO SAY THEY USED EACH PLATFORM AT LEAST ONCE IN THE PAST MONTH. 171 47.3% PERCENTAGE OF MALE SURVEY RESPONDENTS AGED 16 TO 24 OUTSIDE OF MAINLAND CHINA WHO SAY THEY USED TIKTOK IN THE PAST MONTH 52.7% GWI’S DATA REVEALS A STARTLING FINDING PERCENTAGE OF MALE SURVEY RESPONDENTS AGED 16 TO 24 OUTSIDE OF MAINLAND CHINA WHO SAY THEY USED TELEGRAM IN THE PAST MONTH vs
  • 172. @ESKIMON 172 NOTE: THIS FINDING IS BASED ON SELF-REPORTED ACTIVITY, AND MAY NOT MATCH PLATFORM DATA
  • 173. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 173 TIKTOK IS NEITHER THE BIGGEST, THE FASTEST- GROWING, NOR THE MOST GLOBAL PLATFORM
  • 174. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 174 MOREOVER, WE CAN REACH MORE THAN 99.9% OF TIKTOK USERS ON OTHER SOCIAL PLATFORMS
  • 175. 124 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% 74.3% 72.8% 78.5% 50.5% 44.1% 33.0% 49.2% 14.2% 34.0% 30.6% YOUTUBE USERS 0.8% 79.3% 100% 71.7% 77.6% 47.7% 45.6% 30.1% 50.6% 16.2% 36.6% 29.7% WHATSAPP USERS 1.2% 81.5% 76.2% 100% 81.0% 49.0% 51.1% 34.9% 49.4% 13.4% 35.6% 32.1% INSTAGRAM USERS 0.1% 82.6% 76.9% 76.0% 100% 52.6% 48.9% 36.9% 54.4% 15.1% 37.5% 30.7% TIKTOK USERS <0.1% 84.4% 79.1% 73.1% 83.6% 100% 48.8% 40.9% 56.7% 17.0% 40.6% 29.5% TELEGRAM USERS 0.1% 83.4% 81.3% 86.2% 87.9% 55.2% 100% 41.2% 61.5% 17.1% 40.3% 37.7% SNAPCHAT USERS 0.1% 83.7% 78.3% 78.9% 89.0% 62.0% 55.2% 100% 62.4% 22.6% 46.6% 38.4% TWITTER USERS 0.1% 83.8% 78.8% 75.1% 88.0% 57.8% 55.4% 41.9% 100% 21.6% 41.8% 39.3% REDDIT USERS 0.1% 82.0% 80.1% 69.1% 83.0% 58.5% 52.0% 51.4% 73.1% 100% 58.3% 50.8% PINTEREST USERS 0.2% 82.4% 78.4% 76.9% 86.3% 58.9% 51.6% 44.5% 59.5% 24.5% 100% 41.5% LINKEDIN USERS 0.1% 87.7% 76.4% 82.1% 83.6% 50.6% 57.1% 43.4% 66.2% 25.3% 49.1% 100% SOURCE: GWI (Q1 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. 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: SURVEY CHANGES. GLOBAL OVERVIEW PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS JUL 2022 175
  • 176. 124 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% 74.3% 72.8% 78.5% 50.5% 44.1% 33.0% 49.2% 14.2% 34.0% 30.6% YOUTUBE USERS 0.8% 79.3% 100% 71.7% 77.6% 47.7% 45.6% 30.1% 50.6% 16.2% 36.6% 29.7% WHATSAPP USERS 1.2% 81.5% 76.2% 100% 81.0% 49.0% 51.1% 34.9% 49.4% 13.4% 35.6% 32.1% INSTAGRAM USERS 0.1% 82.6% 76.9% 76.0% 100% 52.6% 48.9% 36.9% 54.4% 15.1% 37.5% 30.7% TIKTOK USERS <0.1% 84.4% 79.1% 73.1% 83.6% 100% 48.8% 40.9% 56.7% 17.0% 40.6% 29.5% TELEGRAM USERS 0.1% 83.4% 81.3% 86.2% 87.9% 55.2% 100% 41.2% 61.5% 17.1% 40.3% 37.7% SNAPCHAT USERS 0.1% 83.7% 78.3% 78.9% 89.0% 62.0% 55.2% 100% 62.4% 22.6% 46.6% 38.4% TWITTER USERS 0.1% 83.8% 78.8% 75.1% 88.0% 57.8% 55.4% 41.9% 100% 21.6% 41.8% 39.3% REDDIT USERS 0.1% 82.0% 80.1% 69.1% 83.0% 58.5% 52.0% 51.4% 73.1% 100% 58.3% 50.8% PINTEREST USERS 0.2% 82.4% 78.4% 76.9% 86.3% 58.9% 51.6% 44.5% 59.5% 24.5% 100% 41.5% LINKEDIN USERS 0.1% 87.7% 76.4% 82.1% 83.6% 50.6% 57.1% 43.4% 66.2% 25.3% 49.1% 100% SOURCE: GWI (Q1 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. 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: SURVEY CHANGES. GLOBAL OVERVIEW PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS JUL 2022 176
  • 177. @ESKIMON 177 SO, SHOULD MARKETERS STILL BE EXCITED ABOUT TIKTOK?
  • 179. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 179 TIKTOK’S “MAGIC” LIES IN ITS USAGE CONTEXT, AND IN ITS UNIQUE CREATIVE OPPORTUNITIES
  • 181. @ESKIMON 181 TO GET THE MOST OUT OF TIKTOK IN 2023, GET CREATIVE, AND DELIVER REAL ENTERTAINMENT
  • 183. 224 700 8.8% 12.0% 42.3% 57.7% 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 FEMALE AND MALE USERS MALE USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q1 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 JUL 2022 183
  • 184. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 184 TELEGRAM CHANNELS ARE A HUGE OPPORTUNITY FOR MARKETERS THAT UNDERSTAND COMMUNITY
  • 185. @ESKIMON • SOURCE: TELEGRAM’S CHANNEL RESOURCES (ACCESSED SEP 2022). 185 THERE NO LIMITS ON THE NUMBER OF USERS THAT CAN FOLLOW A TELEGRAM CHANNEL
  • 186. @ESKIMON • SOURCE: TELEGRAM’S CHANNEL RESOURCES (ACCESSED SEP 2022). 186 ONLY ADMINS PUBLISH CONTENT TO CHANNELS, BUT FOLLOWERS CAN “REACT” AND COMMENT
  • 187. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 187 CHANNELS AREN’T SUBJECT TO THE ALGORITHMIC CHALLENGES BRANDS FACE IN MOST SOCIAL FEEDS
  • 188. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 188 TELEGRAM IS A BUSY PLATFORM, SO ATTENTION AND ENGAGEMENT STILL AREN’T GUARANTEED
  • 189. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 189 BUT TELEGRAM CLEARLY OFFERS COMPELLING OPPORTUNITIES FOR MARKETING IN 2023
  • 190. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 190 BUT TELEGRAM ISN’T THE ONLY MESSENGER ENJOYING IMPRESSIVE GROWTH AT THE MOMENT
  • 191. 245 01 SUBWAY SURFERS SYBO* 02 GARENA FREE FIRE SEA 03 LUDO KING GAMETION 04 BRIDGE RACE IRON SOURCE 05 CANDY CRUSH SAGA ACTIVISION BLIZZARD 06 TALL MAN RUN IRON SOURCE 07 ROBLOX ROBLOX 08 STUMBLE GUYS KITKA GAMES 09 RACE MASTER SAYGAMES 10 8 BALL POOL TENCENT 01 INSTAGRAM META 02 FACEBOOK META 03 TIKTOK1 BYTEDANCE 04 WHATSAPP META 05 SNAPCHAT SNAP 06 TELEGRAM TELEGRAM 07 FACEBOOK MESSENGER META 08 SPOTIFY SPOTIFY 09 CAPCUT BYTEDANCE 10 WHATSAPP BUSINESS META # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT. GLOBAL OVERVIEW DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022 DATA.AI APP RANKING: DOWNLOADS JUL 2022 191
  • 192. 245 01 SUBWAY SURFERS SYBO* 02 GARENA FREE FIRE SEA 03 LUDO KING GAMETION 04 BRIDGE RACE IRON SOURCE 05 CANDY CRUSH SAGA ACTIVISION BLIZZARD 06 TALL MAN RUN IRON SOURCE 07 ROBLOX ROBLOX 08 STUMBLE GUYS KITKA GAMES 09 RACE MASTER SAYGAMES 10 8 BALL POOL TENCENT 01 INSTAGRAM META 02 FACEBOOK META 03 TIKTOK1 BYTEDANCE 04 WHATSAPP META 05 SNAPCHAT SNAP 06 TELEGRAM TELEGRAM 07 FACEBOOK MESSENGER META 08 SPOTIFY SPOTIFY 09 CAPCUT BYTEDANCE 10 WHATSAPP BUSINESS META # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT. GLOBAL OVERVIEW DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022 DATA.AI APP RANKING: DOWNLOADS JUL 2022 192
  • 193. 245 01 SUBWAY SURFERS SYBO* 02 GARENA FREE FIRE SEA 03 LUDO KING GAMETION 04 BRIDGE RACE IRON SOURCE 05 CANDY CRUSH SAGA ACTIVISION BLIZZARD 06 TALL MAN RUN IRON SOURCE 07 ROBLOX ROBLOX 08 STUMBLE GUYS KITKA GAMES 09 RACE MASTER SAYGAMES 10 8 BALL POOL TENCENT 01 INSTAGRAM META 02 FACEBOOK META 03 TIKTOK1 BYTEDANCE 04 WHATSAPP META 05 SNAPCHAT SNAP 06 TELEGRAM TELEGRAM 07 FACEBOOK MESSENGER META 08 SPOTIFY SPOTIFY 09 CAPCUT BYTEDANCE 10 WHATSAPP BUSINESS META # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT. GLOBAL OVERVIEW DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022 DATA.AI APP RANKING: DOWNLOADS JUL 2022 193
  • 194. @ESKIMON • SOURCE: DATA.AI (AUG 2022). 194 1,737,000 NUMBER OF APPS AVAILABLE TO DOWNLOAD IN THE APPLE IOS APP STORE IN AUGUST 2022 3,850,000 APPS AVAILABLE ON TOP APP STORES NUMBER OF APPS AVAILABLE TO DOWNLOAD IN THE GOOGLE PLAY APP STORE IN AUGUST 2022 &
  • 195. @ESKIMON 195 BUT LARGER BRANDS LIKELY USE SOPHISTICATED SOLUTIONS TO MANAGE MESSENGER ACTIVITY
  • 196. @ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022). 196 THE WHATSAPP BUSINESS APP IS PARTICULARLY RELEVANT TO SMALLER BUSINESSES AND TEAMS
  • 198. @ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022). 198 USE OF MESSENGERS BY SMES MAY INFLUENCE PEOPLE’S EXPECTATIONS FOR BIG BRANDS TOO
  • 200. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 200 MESSENGERS MAY (FINALLY!) PLAY A MORE CENTRAL ROLE IN MARKETING ACTIVITIES IN 2023
  • 202. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 202 THE NUMBER OF PEOPLE WHO OWN A SMART- WATCH HAS JUMPED BY 60% IN JUST 2 YEARS
  • 203. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022). 203 MORE ADULTS NOW OWN A “SMART WRIST” DEVICE THAN OWN A GAMING CONSOLE
  • 204. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 204 THE RISE OF THESE WEARABLES HAS IMPORTANT IMPLICATIONS FOR DIGITAL HEALTHCARE
  • 205. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 205 INCREASING USE OF SMART WRIST DEVICES MAY CANNIBALISE TIME WE SPEND WITH OUR PHONES
  • 207. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 207 SMART GLASSES ARE STILL IN THEIR INFANCY, BUT THEY MAY REVOLUTIONISE DIGITAL EXPERIENCES
  • 208. @ESKIMON 208 IN PARTICULAR, USERS WON’T NEED TO DIVERT THEIR ATTENTION TO ENGAGE WITH CONTENT
  • 209. @ESKIMON 209 RATHER THAN LOOKING AT ANOTHER DEVICE, CONTENT WILL BECOME A LAYER OF OUR VISION
  • 211. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 211 WEARABLES MAY WELL BRING ABOUT THE NEXT “REVOLUTION” IN CONNECTED EXPERIENCES
  • 213. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 213 THE CAPABILITIES OF GENERATIVE AI TOOLS LIKE DALL·E AND MIDJOURNEY WILL ACCELERATE
  • 214. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON COMMENTS FROM PEOPLE INVOLVED IN THE DEVELOPMENT OF THESE TOOLS IN A VIDEO ON THE “HUGE IF TRUE” YOUTUBE CHANNEL (SEP 2022). 214 AUDIO AND VIDEO FUNCTIONALITY MAY BECOME AVAILABLE IN THESE TOOLS BY THE END OF 2023
  • 215. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 215 THESE TOOLS WILL LIKELY CAUSE SIGNIFICANT DISRUPTION IN CREATIVE INDUSTRIES IN 2023
  • 216. “THÉÂTRE D’OPÉRA SPATIAL”, JASON ALLEN VIA MIDJOURNEY
  • 217. @ESKIMON 217 IF THESE TOOLS “DEMOCRATISE” ART, WILL WE NEED TO REDEFINE TERMS LIKE “CREATIVITY”?
  • 218. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 218 THE DEBATE AROUND THE ROLE OF GENERATIVE AI WILL ONLY INTENSIFY IN THE COMING MONTHS
  • 219. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON HISTORICAL DEBATES RELATING TO TOOLS LIKE PHOTOSHOP. 219 BUT THE GENIE IS ALREADY OUT OF THE BOTTLE; WE CAN EMBRACE IT, OR FIGHT A LOSING BATTLE
  • 221. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 221 THE ABILITY TO OWN, MANAGE, AND USE OUR DIGITAL IDENTITY IS INCREASINGLY IMPORTANT
  • 222. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 222 SELF-SOVEREIGN IDENTITY (SSI) OFFERS A SECURE, PORTABLE ONLINE ID, OWNED BY INDIVIDUALS
  • 223. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 223 HEALTHCARE SSI COULD MAKE COMPLETE HEALTH RECORDS ACCESSIBLE WHEN THEY MATTER MOST PASSPORTS SSI MIGHT EVEN GO ON TO REPLACE CONVENTIONAL SOVEREIGN ID LIKE PASSPORTS FINANCES SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT” SSI WOULD FACILITATE AREAS SUCH AS PAYMENTS, CREDIT HISTORY, K.Y.C., AND MORE PREFERENCES SSI MAKES IT POSSIBLE TO PORT PREFERENCES ACROSS DIGITAL ENVIRONMENTS LOGINS ONE OF THE FIRST MASS APPLICATIONS OF SSI MAY WELL BE A UNIVERSAL LOGIN
  • 224. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 224 HEALTHCARE SSI COULD MAKE COMPLETE HEALTH RECORDS ACCESSIBLE WHEN THEY MATTER MOST PASSPORTS SSI MIGHT EVEN GO ON TO REPLACE CONVENTIONAL SOVEREIGN ID LIKE PASSPORTS FINANCES SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT” SSI WOULD FACILITATE AREAS SUCH AS PAYMENTS, CREDIT HISTORY, K.Y.C., AND MORE PREFERENCES SSI MAKES IT POSSIBLE TO PORT PREFERENCES ACROSS DIGITAL ENVIRONMENTS LOGINS ONE OF THE FIRST MASS APPLICATIONS OF SSI MAY WELL BE A UNIVERSAL LOGIN
  • 225. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 225 HEALTHCARE SSI COULD MAKE COMPLETE HEALTH RECORDS ACCESSIBLE WHEN THEY MATTER MOST PASSPORTS SSI MIGHT EVEN GO ON TO REPLACE CONVENTIONAL SOVEREIGN ID LIKE PASSPORTS FINANCES SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT” SSI WOULD FACILITATE AREAS SUCH AS PAYMENTS, CREDIT HISTORY, K.Y.C., AND MORE PREFERENCES SSI MAKES IT POSSIBLE TO PORT PREFERENCES ACROSS DIGITAL ENVIRONMENTS LOGINS ONE OF THE FIRST MASS APPLICATIONS OF SSI MAY WELL BE A UNIVERSAL LOGIN
  • 226. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 226 HEALTHCARE SSI COULD MAKE COMPLETE HEALTH RECORDS ACCESSIBLE WHEN THEY MATTER MOST PASSPORTS SSI MIGHT EVEN GO ON TO REPLACE CONVENTIONAL SOVEREIGN ID LIKE PASSPORTS FINANCES SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT” SSI WOULD FACILITATE AREAS SUCH AS PAYMENTS, CREDIT HISTORY, K.Y.C., AND MORE PREFERENCES SSI MAKES IT POSSIBLE TO PORT PREFERENCES ACROSS DIGITAL ENVIRONMENTS LOGINS ONE OF THE FIRST MASS APPLICATIONS OF SSI MAY WELL BE A UNIVERSAL LOGIN
  • 227. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 227 HEALTHCARE SSI COULD MAKE COMPLETE HEALTH RECORDS ACCESSIBLE WHEN THEY MATTER MOST PASSPORTS SSI MIGHT EVEN GO ON TO REPLACE CONVENTIONAL SOVEREIGN ID LIKE PASSPORTS FINANCES SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT” SSI WOULD FACILITATE AREAS SUCH AS PAYMENTS, CREDIT HISTORY, K.Y.C., AND MORE PREFERENCES SSI MAKES IT POSSIBLE TO PORT PREFERENCES ACROSS DIGITAL ENVIRONMENTS LOGINS ONE OF THE FIRST MASS APPLICATIONS OF SSI MAY WELL BE A UNIVERSAL LOGIN
  • 228. @ESKIMON 228 EBSI EU BLOCKCHAIN INFRASTRUCTURE THAT USES DECENTRALISED IDENTIFIERS TO EMPOWER CROSS-BORDER SERVICES SOVRIN VARIOUS SSI INITIATIVES ARE ALREADY UNDERWAY A PUBLIC SERVICE UTILITY THAT ENABLES THE DEVELOPMENT AND USE OF SELF- SOVEREIGN ID ON THE INTERNET SOLID A ‘SPECIFICATION’ THAT LETS INDIVIDUALS STORE THEIR OWN DATA IN SECURE, DECENTRALISED “PODS”
  • 229. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 229 BUT IMPORTANT BARRIERS REMAIN, INCLUDING COMMERCIAL ASPECTS AND STATE SOVEREIGNTY
  • 231. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 231 WIDESPREAD ADOPTION OF SELF-SOVEREIGN IDENTITY MAY STILL BE A LONG WAY OFF
  • 232. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022)). 232 HOWEVER, WE EXPECT SSI INITIATIVES TO GAIN MOMENTUM AND GREATER INVESTMENT IN 2023
  • 233. @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022). 233 IT SEEMS ALMOST INEVITABLE THAT SSI WILL BECOME PART OF EVERYDAY LIFE AT SOME POINT
  • 235. Q&A
  • 236. DATAREPORTAL.COM/LIBRARY FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY: