SlideShare a Scribd company logo
MAKING SENSE OF BROADER ICT TRENDS FROM SOCIAL MEDIA AUDIENCE DATA
SOCIAL INSIGHTS
SIMON KEMP • • #ITUWTIS 2020 • DECEMBER 2020
GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE
DIGITAL2020
DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
5 @ESKIMON
BRAND DISCOVERY
BY CHANNEL, TOP AD
FORMATS, GLOBAL
SPEND, TIME TRENDS
ADOPTION BY DEVICE
AND COUNTRY,
SPEND BY CATEGORY,
METHOD OF PAYMENT
OVERALL ADOPTION,
COUNTRY INSIGHTS,
USE BY PLATFORMS,
TIME SPENT, ACTIVITIES
OVERALL ADOPTION,
TYPES OF HANDSET,
TOP MOBILE APPS,
DATA CONSUMPTION
OVERALL ADOPTION,
CONNECTION SPEEDS,
TOP WEBSITES, TIME
SPENT, TOP ACTIVITIES
DIGITAL
ADVERTISING
ONLINE
SHOPPING
SOCIAL
MEDIA
MOBILE
& APPS
INTERNET
& WEB
THE BROAD THEMES WE COVER IN OUR REPORTS
6 @ESKIMON
COMPARING SOCIAL MEDIA USE IN
CITIES vs. SMALL TOWNS AND RURAL
LOCATIONS, AND USING THIS AS
A PROXY FOR OVERALL ICT ACTIVITY
MAPPING DIFFERENCES IN SOCIAL
MEDIA USE BETWEEN WOMEN AND
MEN, AND WHAT THIS CAN TELL US
ABOUT THE ‘DIGITAL GENDER GAP’
HOW SOCIAL MEDIA USE AND
ADOPTION VARY BY AGE, AND
WHAT THIS CAN TELL US ABOUT
BROADER ICT ADOPTION BY AGE
LOCATIONGENDERAGE
TOPICS I’LL EXPLORE TODAY
SIMON KEMP
@ESKIMON
8 @ESKIMON
9 @ESKIMON
GLOBAL SOCIAL
MEDIA OVERVIEW
10 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
MORE THAN HALF OF ALL THE PEOPLE
ON EARTH NOW USE SOCIAL MEDIA
48
OCT
2020
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC;
MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN OCTOBER 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS
SOCIAL MEDIA
PENETRATION (USERS
vs. TOTAL POPULATION*)
ANNUAL GROWTH IN
THE TOTAL NUMBER OF
SOCIAL MEDIA USERS
TOTAL NUMBER OF SOCIAL
MEDIA USERS ACCESSING
VIA MOBILE PHONES
PERCENTAGE OF TOTAL
SOCIAL MEDIA USERS
ACCESSING VIA MOBILE
4.14 53% +12.3% 4.08 99%
BILLION +453 MILLION BILLION
THE NUMBER OF PEOPLE WHO ACTIVELY USE SOCIAL NETWORKS AND MESSENGER SERVICES
SOCIAL MEDIA USE AROUND THE WORLD
global
web
index
11
12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
MORE THAN 2 IN 3 PEOPLE AROUND THE WORLD
AGED 13+ ARE ALREADY SOCIAL MEDIA USERS
13 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
SOCIAL MEDIA USER NUMBERS HAVE ALSO BEEN
GROWING QUICKLY OVER RECENT MONTHS
14 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
+453 MILLIONNEW SOCIAL MEDIA USERS OVER THE PAST 12 MONTHS
15 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
SOCIAL MEDIA USER GROWTH APPEARS TO
HAVE ACCELERATED OVER RECENT MONTHS
16
OCT
2020
3.58 3.66 3.71 3.79 3.96
4.14
SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF SOURCES (OCTOBER 2020).  COMPARABILITY ADVISORY: THE FIGURES PRESENTED ON THIS CHART USE THE LATEST AVAILABLE
DATA FROM THIRD-PARTY SOURCES, WHICH MAY HAVE BEEN UPDATED MORE RECENTLY THAN THE DATES SHOWN AT THE BASE OF THE CHART. AS A RESULT, VALUES SHOWN HERE ARE NOT
COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS.
2019-07 2019-10 2020-01 2020-04 2020-07 2020-10
+2.4% +1.2% +2.1% +4.5% +4.6%
THE NUMBER OF PEOPLE AROUND THE WORLD USING SOCIAL MEDIA, INCLUDING QUARTER-ON-QUARTER RATE OF CHANGE
QUARTERLY GROWTH IN GLOBAL SOCIAL MEDIA USERS
FIGURES PRESENTED HERE USE THE LATEST AVAILABLE DATA, AND MAY NOT MATCH VALUES PUBLISHED IN OUR PREVIOUS REPORTS!
17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
+2 MILLIONNEW SOCIAL MEDIA USERS EVERY SINGLE DAY
18 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
HOWEVER, SOCIAL MEDIA ADOPTION STILL
ISN’T EVENLY DISTRIBUTED AROUND THE GLOBE
OCEANIA
SOUTHEASTERN
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
19
OCT
2020
SOURCE: KEPIOS ANALYSIS (OCTOBER 2020). NOTES: DUE TO DIFFERENCES IN DATA AVAILABILITY AT A COUNTRY LEVEL, FIGURES SHOWN HERE MAY NOT CORRELATE TO THE GLOBAL FIGURES
WE REPORT FOR SOCIAL MEDIA USE. POPULATION DATA IS BASED ON FIGURES FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. REGION NAMES AND ASSOCIATED COUNTRY
GROUPINGS FOLLOW THE UNITED NATIONS GEOSCHEME.
71%
82%
76%
36%
34%
76%
51%
14%
12%
23%
59%
59%
68%62%
79%
88%
61%89%
82%
THE NUMBER OF MONTHLY ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE POPULATION AGED 13+
ELIGIBLE SOCIAL MEDIA ADOPTION BY REGION
20 @ESKIMON
BUT THE VALUE OF THIS DATA MAY EXTEND WELL
BEYOND TRACKING SOCIAL MEDIA ADOPTION
21 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
OUR ANALYSIS SUGGESTS THAT ALMOST 9 IN 10
INTERNET USERS ACCESS SOCIAL MEDIA TODAY
22 @ESKIMON
POTENTIAL
OPPORTUNITY
23 @ESKIMON
COULD SOCIAL MEDIA DATA HELP US TO IDENTIFY
BROADER TRENDS IN ICT ADOPTION AND USE?
24 @ESKIMON
25 @ESKIMON
SOCIAL MEDIA
USE BY AGE
#1
26 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
YOUNGER PEOPLE ACCOUNT FOR THE LARGEST
SHARE OF THE WORLD’S SOCIAL MEDIA USERS
27
OCT
2020
3.0%
10.7%
13.5%
7.6%
4.8%
3.0%
2.2%
3.5%
14.4%
18.8%
9.2%
4.8%
2.7%
2.0%
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK REPORTS THAT THESE FIGURES HAVE BEEN DE-DUPLICATED,
SO FIGURES SHOULD NOT DOUBLE-COUNT USERS OF MULTIPLE PLATFORMS. FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
*ADVISORY: DATA ON THIS CHART REPRESENTS THE ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
SHARE OF THE COMBINED GLOBAL ADVERTISING AUDIENCE* OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER BY AGE AND GENDER*
PROFILE OF THE SOCIAL MEDIA ADVERTISING AUDIENCE
28 @ESKIMON • SOURCE: CNNIC, “46TH CHINA STATISTICAL REPORT ON INTERNET DEVELOPMENT” (SEPTEMBER 2020)
PEOPLE AGED 20-39 REPRESENT THE LARGEST
GROUP OF SOCIAL MEDIA USERS IN CHINA TOO
29
OCT
2020
31%
90%
86%
52%
36%
28%
19%
SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020); POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU. *ADVISORY: FIGURES ON THIS CHART ARE BASED ON THE COMBINED, DE-DUPLICATED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
ONLY, AND ONLY FACTOR THE POPULATIONS OF THOSE COUNTRIES WHERE THESE PLATFORMS ARE FREELY AVAILABLE TO THE GENERAL PUBLIC.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
PERCENTAGE OF THE TOTAL POPULATION* IN EACH AGE GROUP THAT USES AT LEAST ONE OF FACEBOOK, INSTAGRAM, OR FACEBOOK MESSENGER
SOCIAL MEDIA ADOPTION BY AGE GROUP
30 @ESKIMON
AGE IS USER-DECLARED ON FACEBOOK, SO WE
SEE SOME INTERESTING CURIOSITIES IN THE DATA
31
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTE: FIGURES REPRESENT MILLIONS OF MONTHLY ACTIVE USERS.
11
24
36
42
50
63
78
119
94
90
86
89
130
102
85
72
68
81
62 62
90
54 54
48 46 44 42
47
36 34 32 32 32
27 26 25 25 27
22 20 19 19 19 17 16 15 14 15
12 12 11 10
104
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65+
MILLIONS OF PEOPLE THAT USE AT LEAST ONE OF FACEBOOK, INSTAGRAM, OR FACEBOOK MESSENGER EACH MONTH, BY THEIR SELF-DECLARED AGE
FACEBOOK INC.’S AD AUDIENCE BY SELF-DECLARED AGE
32 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
THE PATTERN OF THESE SPIKES IS IDENTICAL IN
AGE DATA FOR BOTH FEMALE AND MALE USERS
33 @ESKIMON
USING OVERLY GRANULAR AGE DATA MAY LEAD
TO SOME DISTORTIONS IN YOUR FINDINGS
34 @ESKIMON
ADVISORY: IT’S PROBABLY SAFER TO ANALYSE AGE
GROUPS, RATHER THAN SINGLE-YEAR AGE BANDS
35 @ESKIMON
HOWEVER
36 @ESKIMON
THESE ANOMALIES ARE STABLE, SO ANALYSING
TRENDS OVER TIME CAN STILL PROVIDE INSIGHTS
37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
FOR EXAMPLE, SENIORS REPRESENT TODAY’S
FASTEST-GROWING FACEBOOK AUDIENCE
38
OCT
2020
+11%
+2%
+11%
+13% +12%
+17%
+20%
SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S
ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO TRENDS IN OVERALL MONTHLY ACTIVE USERS.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE THAT ADVERTISERS CAN REACH USING FACEBOOK, BY AGE GROUP
ANNUAL GROWTH OF FACEBOOK’S AUDIENCE BY AGE
39
OCT
2020
81 83 85
91
96 100
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). NOTE: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY,
AND MAY NOT MATCH THE TOTAL NUMBER OF MONTHLY ACTIVE USERS IN THE RESPECTIVE AGE GROUP DURING THE RESPECTIVE REPORTING PERIOD.
2019-07 2019-10 2020-01 2020-04 2020-07 2020-10
+2.5% +2.4% +7.1% +5.5% +4.2%
MILLIONS OF PEOPLE THAT ADVERTISERS CAN REACH USING ADVERTS ON FACEBOOK, WITH QUARTER-ON-QUARTER RATE OF CHANGE
QUARTERLY GROWTH IN FACEBOOK USERS AGED 65+
40 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
INSTAGRAM HAS ALSO BEEN SEEING STRONG
GROWTH IN USERS AGED 65 AND ABOVE
41
OCT
2020
+52%
+31%
+23%
+27%
+40%
+63% +64%
SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S
ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO TRENDS IN OVERALL MONTHLY ACTIVE USERS.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE THAT ADVERTISERS CAN REACH USING INSTAGRAM, BY AGE GROUP
ANNUAL GROWTH OF INSTAGRAM’S AUDIENCE BY AGE
42 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020), INCLUDING INSIGHTS FROM GLOBALWEBINDEX (JULY 2020)
COVID ‘LOCKDOWNS’ MAY HAVE CONTRIBUTED
TO THESE INCREASES AMONGST OLDER USERS
43 @ESKIMON
WHILE THE CAUSE MAY ONLY BE TEMPORARY,
THE IMPACT SHOULD BE MORE ENDURING
44 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED IN VARIOUS SOCIAL MEDIA PLATFORMS’ EARNINGS ANNOUNCEMENTS (OCTOBER 2020)
SOCIAL MEDIA IS A HIGH-FREQUENCY ACTIVITY,
WITH MOST USERS ‘LOGGING ON’ EVERY DAY
45 @ESKIMON
IMPLICATION
46 @ESKIMON
AS SENIORS’ ‘DIGITAL FAMILIARITY’ INCREASES,
ACTIVITY MAY EXTEND TO OTHER AREAS OF ICT
47 @ESKIMON
SOCIAL MEDIA
USE BY GENDER
#2
48 @ESKIMON
NOTE: MANY PLATFORMS ONLY REPORT BINARY
‘FEMALE’ OR ‘MALE’ GENDERS IN AUDIENCE DATA
49
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (OCTOBER 2020). NOTE: MOST SOCIAL PLATFORMS ONLY PUBLISH DATA FOR
BINARY ‘FEMALE’ OR ‘MALE’ GENDERS, AND FIGURES SHOWN HERE REPRESENT GENDER DEFINITIONS AND ASSOCIATED AUDIENCE SHARE AS REPORTED
BY THE RELEVANT SOCIAL MEDIA PLATFORM OR SURVEYING AUTHORITY
MALE SOCIAL MEDIA USERS AS A PERCENTAGE
OF TOTAL GLOBAL SOCIAL MEDIA USERS*
FEMALE SOCIAL MEDIA USERS AS A PERCENTAGE
OF TOTAL GLOBAL SOCIAL MEDIA USERS*
vs
54.1%45.9%
SHARE OF SOCIAL MEDIA USERS BY GENDER
50 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (OCTOBER 2020)
GLOBAL SOCIAL MEDIA USERS ARE CURRENTLY
18% MORE LIKELY TO BE MALE THAN FEMALE
OCEANIA
SOUTHEASTERN
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
51
OCT
2020
SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (OCTOBER 2020). *NOTES: FIGURES REPRESENT EACH GENDER’S SHARE OF TOTAL SOCIAL MEDIA USERS IN THE RESPECTIVE
REGION. MOST SOCIAL MEDIA ADVERTISING TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’, SO PERCENTAGES SHOWN HERE REPRESENT SHARE OF
THOSE TWO GENDERS ONLY. REGIONS AND COUNTRY GROUPINGS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
4753
5248
5149
7525
5149
5050
6040
6040
6337
4555
5050
6238
6139
4753
4951
4753
49514951
4852
MALE GLOBAL AVERAGE: 54%
FEMALE GLOBAL AVERAGE: 46%
PERCENTAGE SHARE OF EACH REGION’S SOCIAL MEDIA USERS BY GENDER*
SHARE OF SOCIAL MEDIA USERS BY GENDER
52 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
THE SOCIAL MEDIA GENDER GAP IN SOUTHERN
ASIA PERSISTS, DESPITE RAPID USER GROWTH
53 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
BUT ONCE THEY START USING SOCIAL MEDIA,
WOMEN TEND TO BE MORE ACTIVE THAN MEN
54
OCT
2020
5
6
9
11
10
7
5
4 4 4 4
3
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S INSIGHT TOOL DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR
‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 - 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER
MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* COMMENT ON FACEBOOK POSTS
55 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020)
RATIOS VARY BY COUNTRY, BUT OUR ANALYSIS
SUGGESTS INCOME IS NOT THE PRIMARY DRIVER
56
OCT
2020
SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTES: AN INDEX VALUE OF ZERO MEANS THAT EACH GENDER
POSTS AN EQUAL MEDIAN NUMBER OF FACEBOOK COMMENTS EACH MONTH. AN INDEX VALUE OF 100 MEANS THAT THE MEDIAN NUMBER OF COMMENTS POSTED BY THAT GENDER IS
TWICE AS LARGE AS THE MEDIAN NUMBER OF COMMENTS POSTED BY THE OTHER GENDER.
♀600
♀240
♀200
♀200
♀175
♀160
♀140
♀117
♀100
♀75
♀67
♀50
♀40
♀40
♀38
♀27
♂22
♂33
♂33
♂50
♂50
♂50
♂67
♂67
MOLDOVA
ICELAND
TAJIKISTAN
UNITED KINGDOM
ISRAEL
BRAZIL
UNITED STATES
MEXICO
FRANCE
WORLDWIDE
PHILIPPINES
MOZAMBIQUE
KENYA
SRI LANKA
LIBYA
D.R. CONGO
(EQUAL)
(EQUAL)
(EQUAL)
(EQUAL)
(EQUAL)
(EQUAL)
ETHIOPIA
HAITI
INDIA
INDONESIA
MYANMAR
YEMEN
IRAQ
BANGLADESH
SAUDI ARABIA
AFGHANISTAN
GUINEA
TURKEY
BENIN
PAKISTAN
FEMALE USERS POST MORE COMMENTS
MALE USERS POST MORE COMMENTS
THE MEDIAN NUMBER OF FACEBOOK COMMENTS POSTED BY EACH GENDER, SHOWN AS AN EQUALISED INDEX
COMPARING FACEBOOK COMMENTS BY GENDER
57 @ESKIMON
THESE FINDINGS MAY OFFER INSIGHTS INTO
HOW WOMEN INTERACT WITH BROADER ICT
58 @ESKIMON
SOCIAL MEDIA USE IN URBAN
AND RURAL CONTEXTS
#3
59 @ESKIMON
THERE’S NO GLOBALLY AGREED DEFINITION FOR
‘URBAN’, SO I’LL FOCUS ON BIG CITIES INSTEAD
60 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVE ADVERTISING TOOLS (NOVEMBER 2020)
More than half of the combined global
audience of Facebook, Instagram, and
Facebook Messenger lives in cities
with at least 500,000 inhabitants.
61 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020)
SOCIAL MEDIA USERS ARE MORE LIKELY TO LIVE
IN BIG CITIES THAN THE OVERALL POPULATION
62 @ESKIMON • SOURCES: POPULATION DATA FROM THE UN, “THE WORLD’S CITIES IN 2018”; SOCIAL AUDIENCE DATA FROM FACEBOOK (NOVEMBER 2020)
PERCENTAGE OF THE COMBINED SOCIAL AUDIENCE
OF FACEBOOK, INSTAGRAM, AND FB MESSENGER THAT
LIVES IN CITIES WITH 500,000 OR MORE INHABITANTS:
PERCENTAGE OF THE WORLD’S TOTAL
POPULATION THAT LIVES IN CITIES
WITH 500,000 OR MORE INHABITANTS:
vs
52%29%
SOCIAL MEDIA USERS TEND TO BE URBAN
63 @ESKIMON • SOURCE: KEPIOS ANALYSIS (NOVEMBER 2020)
SOCIAL MEDIA USE IS LOWER IN RURAL AREAS,
SUGGESTING LOWER OVERALL ICT ADOPTION
64 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (NOVEMBER 2020)
CITIES’ SHARE OF TOTAL SOCIAL MEDIA USERS
IS EVEN HIGHER IN DEVELOPING ECONOMIES
65
NOV
2020
SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (NOV 2020); POPULATION DATA FROM THE UNITED NATIONS AND THE WORLD
POPULATION REVIEW (BOTH ACCESSED NOV 2020). *ADVISORY: POPULATION DATA MAY BE CONSIDERABLY OLDER THAN SOCIAL MEDIA DATA, AND MAY NOT BE AS COMPREHENSIVE. AS A
RESULT, THE COMPARISONS SHOWN ON THIS CHART ARE FOR DISCUSSION ONLY, AND WE RECOMMEND FURTHER RESEARCH AND ANALYSIS BEFORE BUILDING ANY PLANS USING THIS DATA.
# COUNTRY
SHARE OF
POPULATION
SHARE OF
SOCIAL
SOCIAL vs.
POPULATION
# COUNTRY
SHARE OF
POPULATION
SHARE OF
SOCIAL
SOCIAL vs.
POPULATION
01 INDIA 16% 68% 4.1
02 UNITED STATES 32% 43% 1.3
03 INDONESIA 35% 49% 1.4
04 PAKISTAN 19% 76% 3.9
05 BRAZIL 55% 58% 1.1
06 NIGERIA 21% 87% 4.2
07 BANGLADESH 14% 63% 4.5
08 MEXICO 64% 66% 1.0
09 PHILIPPINES 29% 46% 1.6
10 DEM. REP. OF THE CONGO 17% 86% 5.1
11 EGYPT 22% 53% 2.5
12 ETHIOPIA 6% 68% 11.4
13 VIETNAM 12% 62% 5.3
14 TURKEY 81% 84% 1.0
15 GERMANY 35% 51% 1.5
16 FRANCE 15% 33% 2.2
17 UNITED KINGDOM 44% 49% 1.1
18 THAILAND 41% 43% 1.1
19 ITALY 23% 42% 1.8
20 SOUTH AFRICA 41% 52% 1.3
21 TANZANIA 12% 79% 6.4
22 MYANMAR 20% 42% 2.1
23 COLOMBIA 60% 73% 1.2
24 KENYA 12% 67% 5.5
25 SPAIN 50% 62% 1.2
26 ARGENTINA 60% 54% 0.9
27 ALGERIA 54% 63% 1.2
28 UKRAINE 90% 67% 0.7
29 UGANDA 7% 87% 11.8
30 IRAQ 62% 86% 1.4
COMPARING THE CONCENTRATION OF NATIONAL POPULATIONS* AND SOCIAL MEDIA USERS LIVING IN CITIES WITH 100,000 OR MORE INHABITANTS
PEOPLE LIVING IN CITIES WITH 100,000+ INHABITANTS
66 @ESKIMON
SOCIAL MEDIA DATA MAY MAKE IT EASIER TO
TRACK PROGRESS TOWARDS CLOSING THIS GAP
67 @ESKIMON
RECAP
68 @ESKIMON • SOURCES: KEPIOS ANALYSIS (OCTOBER 2020)
1.	 53% OF THE WORLD’S POPULATION USES SOCIAL MEDIA
2.	 9 IN 10 INTERNET USERS ARE ACTIVE ON SOCIAL MEDIA
3.	 2 IN 3 SOCIAL MEDIA USERS ARE BELOW THE AGE OF 35
4.	 SENIORS ARE THE FASTEST-GROWING SOCIAL MEDIA AUDIENCE
5.	 MEN ARE 18% MORE LIKELY TO USE SOCIAL MEDIA THAN WOMEN
6.	 WOMEN ARE MORE ACTIVE ONCE THEY START USING SOCIAL MEDIA
7.	 SOCIAL MEDIA USERS ARE MORE LIKELY TO LIVE IN LARGE CITIES
8.	 DIGITAL URBANISATION IS GREATER IN DEVELOPING ECONOMIES
SUMMARY OF KEY FINDINGS
DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
This report has been compiled by Kepios
Pte. Ltd. for informational purposes only, and
relies on data from a wide variety of sources,
including but not limited to public and private
companies, market research firms, government
agencies, NGOs, and private individuals.
While Kepios strives to ensure that all data
and charts contained in this report are, as at
the time of publishing, accurate and up-to-
date, Kepios shall not be responsible for any
errors or omissions contained in this report, or
for the results obtained from its use.	
All information contained in this report
is provided “as is”, with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose.
This report may contain data, tables, figures,
maps, flags, analyses and technical notes
that relate to various geographical territories
around the world, however reference to
these territories and any associated elements
(including names and flags) does not imply
the expression of any opinion whatsoever
on the part of Kepios or any of the featured
brands, nor any of those organisations’
partners, affiliates, employees or agents,
concerning the legal status of any country,
territory, city or area or of its authorities, or
concerning the delimitation of its frontiers or
boundaries.
This report is provided with the understanding
that it does not constitute professional
advice or services of any kind and should
therefore not be substituted for independent
investigations, thought or judgment.
Accordingly, neither Kepios, nor any of the
brands or organisations featured or cited
herein, nor any of their partners, affiliates,
group companies, employees or agents shall,
to the fullest extent permitted by law, be liable
to you or anyone else for any direct, indirect,
punitive, incidental, special, consequential,
exemplary or similar loss or damage, or loss
or damage of any kind, suffered by you or
anyone else as a result of any use, action
or decision taken by you or anyone else
in any way connected to this report or the
information contained herein, or the result(s)
thereof, even if advised of the possibility of
such loss or damage.
This report may contain references to third
parties, however this report does not endorse
any such third parties or their products
or services, nor is this report sponsored,
endorsed or associated with such third parties.
This report is subject to change without notice.
To ensure that you have the most up-to-date
version of this report, please visit our reports
website at https://datareportal.com/.
DISCLAIMER AND IMPORTANT NOTES
SIMON KEMP
@ESKIMON
DATAREPORTAL.COM
REPORTS@KEPIOS.COM

More Related Content

What's hot

Digital 2017 Palestine (January 2017)
Digital 2017 Palestine (January 2017)Digital 2017 Palestine (January 2017)
Digital 2017 Palestine (January 2017)
DataReportal
 
Digital 2018 Czech Republic (January 2018)
Digital 2018 Czech Republic (January 2018)Digital 2018 Czech Republic (January 2018)
Digital 2018 Czech Republic (January 2018)
DataReportal
 
Digital 2018 Hong Kong (January 2018)
Digital 2018 Hong Kong (January 2018)Digital 2018 Hong Kong (January 2018)
Digital 2018 Hong Kong (January 2018)
DataReportal
 
Digital 2018 Mauritania (January 2018)
Digital 2018 Mauritania (January 2018)Digital 2018 Mauritania (January 2018)
Digital 2018 Mauritania (January 2018)
DataReportal
 
Digital 2017 Bosnia & Herzegovina (January 2017)
Digital 2017 Bosnia & Herzegovina (January 2017)Digital 2017 Bosnia & Herzegovina (January 2017)
Digital 2017 Bosnia & Herzegovina (January 2017)
DataReportal
 
Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)
DataReportal
 
Digital 2021 China (January 2021) v02
Digital 2021 China (January 2021) v02Digital 2021 China (January 2021) v02
Digital 2021 China (January 2021) v02
DataReportal
 
Digital 2019 Q3 Global Digital Statshot (July 2019) v01
Digital 2019 Q3 Global Digital Statshot (July 2019) v01Digital 2019 Q3 Global Digital Statshot (July 2019) v01
Digital 2019 Q3 Global Digital Statshot (July 2019) v01
DataReportal
 
Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01
DataReportal
 
Digital 2021 Zambia (January 2021) v01
Digital 2021 Zambia (January 2021) v01Digital 2021 Zambia (January 2021) v01
Digital 2021 Zambia (January 2021) v01
DataReportal
 
Digital 2012 Asia (October 2012)
Digital 2012 Asia (October 2012)Digital 2012 Asia (October 2012)
Digital 2012 Asia (October 2012)
DataReportal
 
Digital 2021 Australia (January 2021) v01
Digital 2021 Australia (January 2021) v01Digital 2021 Australia (January 2021) v01
Digital 2021 Australia (January 2021) v01
DataReportal
 
Digital 2017 Asia-Pacific Regional Overview (September 2017)
Digital 2017 Asia-Pacific Regional Overview (September 2017)Digital 2017 Asia-Pacific Regional Overview (September 2017)
Digital 2017 Asia-Pacific Regional Overview (September 2017)
DataReportal
 
Digital 2018 Republic Of The Congo (January 2018)
Digital 2018 Republic Of The Congo (January 2018)Digital 2018 Republic Of The Congo (January 2018)
Digital 2018 Republic Of The Congo (January 2018)
DataReportal
 
Digital 2018 Mozambique (January 2018)
Digital 2018 Mozambique (January 2018)Digital 2018 Mozambique (January 2018)
Digital 2018 Mozambique (January 2018)
DataReportal
 
Digital 2017 Switzerland (January 2017)
Digital 2017 Switzerland (January 2017)Digital 2017 Switzerland (January 2017)
Digital 2017 Switzerland (January 2017)
DataReportal
 
Snapchat Global Platform Report July 2021 v01
Snapchat Global Platform Report July 2021 v01Snapchat Global Platform Report July 2021 v01
Snapchat Global Platform Report July 2021 v01
DataReportal
 
Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)
DataReportal
 
Digital Youth in South-East Asia
Digital Youth in South-East AsiaDigital Youth in South-East Asia
Digital Youth in South-East Asia
Kepios
 
Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)
DataReportal
 

What's hot (20)

Digital 2017 Palestine (January 2017)
Digital 2017 Palestine (January 2017)Digital 2017 Palestine (January 2017)
Digital 2017 Palestine (January 2017)
 
Digital 2018 Czech Republic (January 2018)
Digital 2018 Czech Republic (January 2018)Digital 2018 Czech Republic (January 2018)
Digital 2018 Czech Republic (January 2018)
 
Digital 2018 Hong Kong (January 2018)
Digital 2018 Hong Kong (January 2018)Digital 2018 Hong Kong (January 2018)
Digital 2018 Hong Kong (January 2018)
 
Digital 2018 Mauritania (January 2018)
Digital 2018 Mauritania (January 2018)Digital 2018 Mauritania (January 2018)
Digital 2018 Mauritania (January 2018)
 
Digital 2017 Bosnia & Herzegovina (January 2017)
Digital 2017 Bosnia & Herzegovina (January 2017)Digital 2017 Bosnia & Herzegovina (January 2017)
Digital 2017 Bosnia & Herzegovina (January 2017)
 
Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)Digital 2018 Democratic Republic Of The Congo (January 2018)
Digital 2018 Democratic Republic Of The Congo (January 2018)
 
Digital 2021 China (January 2021) v02
Digital 2021 China (January 2021) v02Digital 2021 China (January 2021) v02
Digital 2021 China (January 2021) v02
 
Digital 2019 Q3 Global Digital Statshot (July 2019) v01
Digital 2019 Q3 Global Digital Statshot (July 2019) v01Digital 2019 Q3 Global Digital Statshot (July 2019) v01
Digital 2019 Q3 Global Digital Statshot (July 2019) v01
 
Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01Digital 2020 Spain (January 2020) v01
Digital 2020 Spain (January 2020) v01
 
Digital 2021 Zambia (January 2021) v01
Digital 2021 Zambia (January 2021) v01Digital 2021 Zambia (January 2021) v01
Digital 2021 Zambia (January 2021) v01
 
Digital 2012 Asia (October 2012)
Digital 2012 Asia (October 2012)Digital 2012 Asia (October 2012)
Digital 2012 Asia (October 2012)
 
Digital 2021 Australia (January 2021) v01
Digital 2021 Australia (January 2021) v01Digital 2021 Australia (January 2021) v01
Digital 2021 Australia (January 2021) v01
 
Digital 2017 Asia-Pacific Regional Overview (September 2017)
Digital 2017 Asia-Pacific Regional Overview (September 2017)Digital 2017 Asia-Pacific Regional Overview (September 2017)
Digital 2017 Asia-Pacific Regional Overview (September 2017)
 
Digital 2018 Republic Of The Congo (January 2018)
Digital 2018 Republic Of The Congo (January 2018)Digital 2018 Republic Of The Congo (January 2018)
Digital 2018 Republic Of The Congo (January 2018)
 
Digital 2018 Mozambique (January 2018)
Digital 2018 Mozambique (January 2018)Digital 2018 Mozambique (January 2018)
Digital 2018 Mozambique (January 2018)
 
Digital 2017 Switzerland (January 2017)
Digital 2017 Switzerland (January 2017)Digital 2017 Switzerland (January 2017)
Digital 2017 Switzerland (January 2017)
 
Snapchat Global Platform Report July 2021 v01
Snapchat Global Platform Report July 2021 v01Snapchat Global Platform Report July 2021 v01
Snapchat Global Platform Report July 2021 v01
 
Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)Digital 2016 Germany (January 2016)
Digital 2016 Germany (January 2016)
 
Digital Youth in South-East Asia
Digital Youth in South-East AsiaDigital Youth in South-East Asia
Digital Youth in South-East Asia
 
Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)Digital 2017 Honduras (January 2017)
Digital 2017 Honduras (January 2017)
 

Similar to 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
Kepios
 
Digital in iraq - 2018
Digital in iraq - 2018Digital in iraq - 2018
Digital in iraq - 2018
Every Leader
 
Digital in 2018 in Mexico
Digital in 2018 in MexicoDigital in 2018 in Mexico
Digital in 2018 in Mexico
We Are Social
 
Digital in Algeria - 2018
Digital in Algeria - 2018Digital in Algeria - 2018
Digital in Algeria - 2018
Every Leader
 
Digital in 2018 in China
Digital in 2018 in ChinaDigital in 2018 in China
Digital in 2018 in China
We Are Social
 
Digital 2018 Q2 Global Digital Statshot (April 2018)
Digital 2018 Q2 Global Digital Statshot (April 2018)Digital 2018 Q2 Global Digital Statshot (April 2018)
Digital 2018 Q2 Global Digital Statshot (April 2018)
DataReportal
 
2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot
We Are Social Singapore
 
Digital in 2018 in the United Kingdom
Digital in 2018 in the United KingdomDigital in 2018 in the United Kingdom
Digital in 2018 in the United Kingdom
We Are Social
 
Digital Sri Lanka in 2018
Digital Sri Lanka in 2018Digital Sri Lanka in 2018
Digital Sri Lanka in 2018
Parameshwaran Samy
 
Digital in 2018 in Singapore
Digital in 2018 in SingaporeDigital in 2018 in Singapore
Digital in 2018 in Singapore
We Are Social
 
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 Landscape in Vietnam - January 2019
Digital Landscape in Vietnam - January 2019Digital Landscape in Vietnam - January 2019
Digital Landscape in Vietnam - January 2019
Joseba U
 
Digital em Portugal 2018
Digital em Portugal 2018Digital em Portugal 2018
Digital em Portugal 2018
alphaCoimbra
 
Digital in APAC in 2017
Digital in APAC in 2017Digital in APAC in 2017
Digital in APAC in 2017
Kepios
 
Digital in Egypt - 2018
Digital in Egypt - 2018Digital in Egypt - 2018
Digital in Egypt - 2018
Every Leader
 
Digital in 2018 in Australia
Digital in 2018 in AustraliaDigital in 2018 in Australia
Digital in 2018 in Australia
We Are Social
 
2017 digital yearbook internet, social media, and mobile data
2017 digital yearbook internet, social media, and mobile data2017 digital yearbook internet, social media, and mobile data
2017 digital yearbook internet, social media, and mobile data
Ximo Salas
 
Datos uso de Internet y redes sociales en España y en mundo 2017
Datos uso de Internet y redes sociales en España y en mundo 2017 Datos uso de Internet y redes sociales en España y en mundo 2017
Datos uso de Internet y redes sociales en España y en mundo 2017
Fátima Martinez López
 
Digital in Yemen - 2018
Digital in Yemen - 2018Digital in Yemen - 2018
Digital in Yemen - 2018
Every Leader
 
Digital in 2018 in the United States
Digital in 2018 in the United StatesDigital in 2018 in the United States
Digital in 2018 in the United States
We Are Social
 

Similar to Social Insights: Tracking ICT Trends Using Social Media Data (20)

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
 
Digital in iraq - 2018
Digital in iraq - 2018Digital in iraq - 2018
Digital in iraq - 2018
 
Digital in 2018 in Mexico
Digital in 2018 in MexicoDigital in 2018 in Mexico
Digital in 2018 in Mexico
 
Digital in Algeria - 2018
Digital in Algeria - 2018Digital in Algeria - 2018
Digital in Algeria - 2018
 
Digital in 2018 in China
Digital in 2018 in ChinaDigital in 2018 in China
Digital in 2018 in China
 
Digital 2018 Q2 Global Digital Statshot (April 2018)
Digital 2018 Q2 Global Digital Statshot (April 2018)Digital 2018 Q2 Global Digital Statshot (April 2018)
Digital 2018 Q2 Global Digital Statshot (April 2018)
 
2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot
 
Digital in 2018 in the United Kingdom
Digital in 2018 in the United KingdomDigital in 2018 in the United Kingdom
Digital in 2018 in the United Kingdom
 
Digital Sri Lanka in 2018
Digital Sri Lanka in 2018Digital Sri Lanka in 2018
Digital Sri Lanka in 2018
 
Digital in 2018 in Singapore
Digital in 2018 in SingaporeDigital in 2018 in Singapore
Digital in 2018 in Singapore
 
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 Landscape in Vietnam - January 2019
Digital Landscape in Vietnam - January 2019Digital Landscape in Vietnam - January 2019
Digital Landscape in Vietnam - January 2019
 
Digital em Portugal 2018
Digital em Portugal 2018Digital em Portugal 2018
Digital em Portugal 2018
 
Digital in APAC in 2017
Digital in APAC in 2017Digital in APAC in 2017
Digital in APAC in 2017
 
Digital in Egypt - 2018
Digital in Egypt - 2018Digital in Egypt - 2018
Digital in Egypt - 2018
 
Digital in 2018 in Australia
Digital in 2018 in AustraliaDigital in 2018 in Australia
Digital in 2018 in Australia
 
2017 digital yearbook internet, social media, and mobile data
2017 digital yearbook internet, social media, and mobile data2017 digital yearbook internet, social media, and mobile data
2017 digital yearbook internet, social media, and mobile data
 
Datos uso de Internet y redes sociales en España y en mundo 2017
Datos uso de Internet y redes sociales en España y en mundo 2017 Datos uso de Internet y redes sociales en España y en mundo 2017
Datos uso de Internet y redes sociales en España y en mundo 2017
 
Digital in Yemen - 2018
Digital in Yemen - 2018Digital in Yemen - 2018
Digital in Yemen - 2018
 
Digital in 2018 in the United States
Digital in 2018 in the United StatesDigital in 2018 in the United States
Digital in 2018 in the United States
 

More from Kepios

Looking Ahead: What 2023 Holds for Digital
Looking Ahead: What 2023 Holds for DigitalLooking Ahead: What 2023 Holds for Digital
Looking Ahead: What 2023 Holds for Digital
Kepios
 
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
 
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
 
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
 
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 (11)

Looking Ahead: What 2023 Holds for Digital
Looking Ahead: What 2023 Holds for DigitalLooking Ahead: What 2023 Holds for Digital
Looking Ahead: What 2023 Holds for Digital
 
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 ...
 
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...
 
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
 
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

一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
dtagbe
 
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
APNIC
 
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
 
How to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdfHow to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdf
Infosec train
 
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
APNIC
 
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
thezot
 
Bengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal BrandingBengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal Branding
Tarandeep Singh
 
Decentralized Justice in Gaming and Esports
Decentralized Justice in Gaming and EsportsDecentralized Justice in Gaming and Esports
Decentralized Justice in Gaming and Esports
Federico Ast
 
cyber crime.pptx..........................
cyber crime.pptx..........................cyber crime.pptx..........................
cyber crime.pptx..........................
GNAMBIKARAO
 
KubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial IntelligentKubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial Intelligent
Emre Gündoğdu
 
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
 
Bangalore Call Girls 9079923931 With -Cuties' Hot Call Girls
Bangalore Call Girls 9079923931 With -Cuties' Hot Call GirlsBangalore Call Girls 9079923931 With -Cuties' Hot Call Girls
Bangalore Call Girls 9079923931 With -Cuties' Hot Call Girls
narwatsonia7
 
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
 

Recently uploaded (13)

一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
 
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
 
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
 
How to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdfHow to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdf
 
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
 
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
 
Bengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal BrandingBengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal Branding
 
Decentralized Justice in Gaming and Esports
Decentralized Justice in Gaming and EsportsDecentralized Justice in Gaming and Esports
Decentralized Justice in Gaming and Esports
 
cyber crime.pptx..........................
cyber crime.pptx..........................cyber crime.pptx..........................
cyber crime.pptx..........................
 
KubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial IntelligentKubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial Intelligent
 
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
 
Bangalore Call Girls 9079923931 With -Cuties' Hot Call Girls
Bangalore Call Girls 9079923931 With -Cuties' Hot Call GirlsBangalore Call Girls 9079923931 With -Cuties' Hot Call Girls
Bangalore Call Girls 9079923931 With -Cuties' Hot Call Girls
 
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
 

Social Insights: Tracking ICT Trends Using Social Media Data

  • 1. MAKING SENSE OF BROADER ICT TRENDS FROM SOCIAL MEDIA AUDIENCE DATA SOCIAL INSIGHTS SIMON KEMP • • #ITUWTIS 2020 • DECEMBER 2020
  • 2.
  • 3. GLOBAL DIGITAL OVERVIEW ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE DIGITAL2020
  • 5. 5 @ESKIMON BRAND DISCOVERY BY CHANNEL, TOP AD FORMATS, GLOBAL SPEND, TIME TRENDS ADOPTION BY DEVICE AND COUNTRY, SPEND BY CATEGORY, METHOD OF PAYMENT OVERALL ADOPTION, COUNTRY INSIGHTS, USE BY PLATFORMS, TIME SPENT, ACTIVITIES OVERALL ADOPTION, TYPES OF HANDSET, TOP MOBILE APPS, DATA CONSUMPTION OVERALL ADOPTION, CONNECTION SPEEDS, TOP WEBSITES, TIME SPENT, TOP ACTIVITIES DIGITAL ADVERTISING ONLINE SHOPPING SOCIAL MEDIA MOBILE & APPS INTERNET & WEB THE BROAD THEMES WE COVER IN OUR REPORTS
  • 6. 6 @ESKIMON COMPARING SOCIAL MEDIA USE IN CITIES vs. SMALL TOWNS AND RURAL LOCATIONS, AND USING THIS AS A PROXY FOR OVERALL ICT ACTIVITY MAPPING DIFFERENCES IN SOCIAL MEDIA USE BETWEEN WOMEN AND MEN, AND WHAT THIS CAN TELL US ABOUT THE ‘DIGITAL GENDER GAP’ HOW SOCIAL MEDIA USE AND ADOPTION VARY BY AGE, AND WHAT THIS CAN TELL US ABOUT BROADER ICT ADOPTION BY AGE LOCATIONGENDERAGE TOPICS I’LL EXPLORE TODAY
  • 10. 10 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) MORE THAN HALF OF ALL THE PEOPLE ON EARTH NOW USE SOCIAL MEDIA
  • 11. 48 OCT 2020 SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN OCTOBER 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS SOCIAL MEDIA PENETRATION (USERS vs. TOTAL POPULATION*) ANNUAL GROWTH IN THE TOTAL NUMBER OF SOCIAL MEDIA USERS TOTAL NUMBER OF SOCIAL MEDIA USERS ACCESSING VIA MOBILE PHONES PERCENTAGE OF TOTAL SOCIAL MEDIA USERS ACCESSING VIA MOBILE 4.14 53% +12.3% 4.08 99% BILLION +453 MILLION BILLION THE NUMBER OF PEOPLE WHO ACTIVELY USE SOCIAL NETWORKS AND MESSENGER SERVICES SOCIAL MEDIA USE AROUND THE WORLD global web index 11
  • 12. 12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) MORE THAN 2 IN 3 PEOPLE AROUND THE WORLD AGED 13+ ARE ALREADY SOCIAL MEDIA USERS
  • 13. 13 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) SOCIAL MEDIA USER NUMBERS HAVE ALSO BEEN GROWING QUICKLY OVER RECENT MONTHS
  • 14. 14 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) +453 MILLIONNEW SOCIAL MEDIA USERS OVER THE PAST 12 MONTHS
  • 15. 15 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) SOCIAL MEDIA USER GROWTH APPEARS TO HAVE ACCELERATED OVER RECENT MONTHS
  • 16. 16 OCT 2020 3.58 3.66 3.71 3.79 3.96 4.14 SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF SOURCES (OCTOBER 2020).  COMPARABILITY ADVISORY: THE FIGURES PRESENTED ON THIS CHART USE THE LATEST AVAILABLE DATA FROM THIRD-PARTY SOURCES, WHICH MAY HAVE BEEN UPDATED MORE RECENTLY THAN THE DATES SHOWN AT THE BASE OF THE CHART. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS. 2019-07 2019-10 2020-01 2020-04 2020-07 2020-10 +2.4% +1.2% +2.1% +4.5% +4.6% THE NUMBER OF PEOPLE AROUND THE WORLD USING SOCIAL MEDIA, INCLUDING QUARTER-ON-QUARTER RATE OF CHANGE QUARTERLY GROWTH IN GLOBAL SOCIAL MEDIA USERS FIGURES PRESENTED HERE USE THE LATEST AVAILABLE DATA, AND MAY NOT MATCH VALUES PUBLISHED IN OUR PREVIOUS REPORTS!
  • 17. 17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) +2 MILLIONNEW SOCIAL MEDIA USERS EVERY SINGLE DAY
  • 18. 18 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) HOWEVER, SOCIAL MEDIA ADOPTION STILL ISN’T EVENLY DISTRIBUTED AROUND THE GLOBE
  • 19. OCEANIA SOUTHEASTERN 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 19 OCT 2020 SOURCE: KEPIOS ANALYSIS (OCTOBER 2020). NOTES: DUE TO DIFFERENCES IN DATA AVAILABILITY AT A COUNTRY LEVEL, FIGURES SHOWN HERE MAY NOT CORRELATE TO THE GLOBAL FIGURES WE REPORT FOR SOCIAL MEDIA USE. POPULATION DATA IS BASED ON FIGURES FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. REGION NAMES AND ASSOCIATED COUNTRY GROUPINGS FOLLOW THE UNITED NATIONS GEOSCHEME. 71% 82% 76% 36% 34% 76% 51% 14% 12% 23% 59% 59% 68%62% 79% 88% 61%89% 82% THE NUMBER OF MONTHLY ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE POPULATION AGED 13+ ELIGIBLE SOCIAL MEDIA ADOPTION BY REGION
  • 20. 20 @ESKIMON BUT THE VALUE OF THIS DATA MAY EXTEND WELL BEYOND TRACKING SOCIAL MEDIA ADOPTION
  • 21. 21 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) OUR ANALYSIS SUGGESTS THAT ALMOST 9 IN 10 INTERNET USERS ACCESS SOCIAL MEDIA TODAY
  • 23. 23 @ESKIMON COULD SOCIAL MEDIA DATA HELP US TO IDENTIFY BROADER TRENDS IN ICT ADOPTION AND USE?
  • 26. 26 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) YOUNGER PEOPLE ACCOUNT FOR THE LARGEST SHARE OF THE WORLD’S SOCIAL MEDIA USERS
  • 27. 27 OCT 2020 3.0% 10.7% 13.5% 7.6% 4.8% 3.0% 2.2% 3.5% 14.4% 18.8% 9.2% 4.8% 2.7% 2.0% SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK REPORTS THAT THESE FIGURES HAVE BEEN DE-DUPLICATED, SO FIGURES SHOULD NOT DOUBLE-COUNT USERS OF MULTIPLE PLATFORMS. FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENTS THE ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE SHARE OF THE COMBINED GLOBAL ADVERTISING AUDIENCE* OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER BY AGE AND GENDER* PROFILE OF THE SOCIAL MEDIA ADVERTISING AUDIENCE
  • 28. 28 @ESKIMON • SOURCE: CNNIC, “46TH CHINA STATISTICAL REPORT ON INTERNET DEVELOPMENT” (SEPTEMBER 2020) PEOPLE AGED 20-39 REPRESENT THE LARGEST GROUP OF SOCIAL MEDIA USERS IN CHINA TOO
  • 29. 29 OCT 2020 31% 90% 86% 52% 36% 28% 19% SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020); POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. *ADVISORY: FIGURES ON THIS CHART ARE BASED ON THE COMBINED, DE-DUPLICATED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER ONLY, AND ONLY FACTOR THE POPULATIONS OF THOSE COUNTRIES WHERE THESE PLATFORMS ARE FREELY AVAILABLE TO THE GENERAL PUBLIC. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD PERCENTAGE OF THE TOTAL POPULATION* IN EACH AGE GROUP THAT USES AT LEAST ONE OF FACEBOOK, INSTAGRAM, OR FACEBOOK MESSENGER SOCIAL MEDIA ADOPTION BY AGE GROUP
  • 30. 30 @ESKIMON AGE IS USER-DECLARED ON FACEBOOK, SO WE SEE SOME INTERESTING CURIOSITIES IN THE DATA
  • 31. 31 OCT 2020 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTE: FIGURES REPRESENT MILLIONS OF MONTHLY ACTIVE USERS. 11 24 36 42 50 63 78 119 94 90 86 89 130 102 85 72 68 81 62 62 90 54 54 48 46 44 42 47 36 34 32 32 32 27 26 25 25 27 22 20 19 19 19 17 16 15 14 15 12 12 11 10 104 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65+ MILLIONS OF PEOPLE THAT USE AT LEAST ONE OF FACEBOOK, INSTAGRAM, OR FACEBOOK MESSENGER EACH MONTH, BY THEIR SELF-DECLARED AGE FACEBOOK INC.’S AD AUDIENCE BY SELF-DECLARED AGE
  • 32. 32 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) THE PATTERN OF THESE SPIKES IS IDENTICAL IN AGE DATA FOR BOTH FEMALE AND MALE USERS
  • 33. 33 @ESKIMON USING OVERLY GRANULAR AGE DATA MAY LEAD TO SOME DISTORTIONS IN YOUR FINDINGS
  • 34. 34 @ESKIMON ADVISORY: IT’S PROBABLY SAFER TO ANALYSE AGE GROUPS, RATHER THAN SINGLE-YEAR AGE BANDS
  • 36. 36 @ESKIMON THESE ANOMALIES ARE STABLE, SO ANALYSING TRENDS OVER TIME CAN STILL PROVIDE INSIGHTS
  • 37. 37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) FOR EXAMPLE, SENIORS REPRESENT TODAY’S FASTEST-GROWING FACEBOOK AUDIENCE
  • 38. 38 OCT 2020 +11% +2% +11% +13% +12% +17% +20% SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO TRENDS IN OVERALL MONTHLY ACTIVE USERS. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE THAT ADVERTISERS CAN REACH USING FACEBOOK, BY AGE GROUP ANNUAL GROWTH OF FACEBOOK’S AUDIENCE BY AGE
  • 39. 39 OCT 2020 81 83 85 91 96 100 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). NOTE: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT MATCH THE TOTAL NUMBER OF MONTHLY ACTIVE USERS IN THE RESPECTIVE AGE GROUP DURING THE RESPECTIVE REPORTING PERIOD. 2019-07 2019-10 2020-01 2020-04 2020-07 2020-10 +2.5% +2.4% +7.1% +5.5% +4.2% MILLIONS OF PEOPLE THAT ADVERTISERS CAN REACH USING ADVERTS ON FACEBOOK, WITH QUARTER-ON-QUARTER RATE OF CHANGE QUARTERLY GROWTH IN FACEBOOK USERS AGED 65+
  • 40. 40 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) INSTAGRAM HAS ALSO BEEN SEEING STRONG GROWTH IN USERS AGED 65 AND ABOVE
  • 41. 41 OCT 2020 +52% +31% +23% +27% +40% +63% +64% SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO TRENDS IN OVERALL MONTHLY ACTIVE USERS. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD YEAR-ON-YEAR INCREASE IN THE NUMBER OF PEOPLE THAT ADVERTISERS CAN REACH USING INSTAGRAM, BY AGE GROUP ANNUAL GROWTH OF INSTAGRAM’S AUDIENCE BY AGE
  • 42. 42 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020), INCLUDING INSIGHTS FROM GLOBALWEBINDEX (JULY 2020) COVID ‘LOCKDOWNS’ MAY HAVE CONTRIBUTED TO THESE INCREASES AMONGST OLDER USERS
  • 43. 43 @ESKIMON WHILE THE CAUSE MAY ONLY BE TEMPORARY, THE IMPACT SHOULD BE MORE ENDURING
  • 44. 44 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED IN VARIOUS SOCIAL MEDIA PLATFORMS’ EARNINGS ANNOUNCEMENTS (OCTOBER 2020) SOCIAL MEDIA IS A HIGH-FREQUENCY ACTIVITY, WITH MOST USERS ‘LOGGING ON’ EVERY DAY
  • 46. 46 @ESKIMON AS SENIORS’ ‘DIGITAL FAMILIARITY’ INCREASES, ACTIVITY MAY EXTEND TO OTHER AREAS OF ICT
  • 48. 48 @ESKIMON NOTE: MANY PLATFORMS ONLY REPORT BINARY ‘FEMALE’ OR ‘MALE’ GENDERS IN AUDIENCE DATA
  • 49. 49 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (OCTOBER 2020). NOTE: MOST SOCIAL PLATFORMS ONLY PUBLISH DATA FOR BINARY ‘FEMALE’ OR ‘MALE’ GENDERS, AND FIGURES SHOWN HERE REPRESENT GENDER DEFINITIONS AND ASSOCIATED AUDIENCE SHARE AS REPORTED BY THE RELEVANT SOCIAL MEDIA PLATFORM OR SURVEYING AUTHORITY MALE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL GLOBAL SOCIAL MEDIA USERS* FEMALE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL GLOBAL SOCIAL MEDIA USERS* vs 54.1%45.9% SHARE OF SOCIAL MEDIA USERS BY GENDER
  • 50. 50 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (OCTOBER 2020) GLOBAL SOCIAL MEDIA USERS ARE CURRENTLY 18% MORE LIKELY TO BE MALE THAN FEMALE
  • 51. OCEANIA SOUTHEASTERN 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 51 OCT 2020 SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (OCTOBER 2020). *NOTES: FIGURES REPRESENT EACH GENDER’S SHARE OF TOTAL SOCIAL MEDIA USERS IN THE RESPECTIVE REGION. MOST SOCIAL MEDIA ADVERTISING TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’, SO PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE TWO GENDERS ONLY. REGIONS AND COUNTRY GROUPINGS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 4753 5248 5149 7525 5149 5050 6040 6040 6337 4555 5050 6238 6139 4753 4951 4753 49514951 4852 MALE GLOBAL AVERAGE: 54% FEMALE GLOBAL AVERAGE: 46% PERCENTAGE SHARE OF EACH REGION’S SOCIAL MEDIA USERS BY GENDER* SHARE OF SOCIAL MEDIA USERS BY GENDER
  • 52. 52 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) THE SOCIAL MEDIA GENDER GAP IN SOUTHERN ASIA PERSISTS, DESPITE RAPID USER GROWTH
  • 53. 53 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) BUT ONCE THEY START USING SOCIAL MEDIA, WOMEN TEND TO BE MORE ACTIVE THAN MEN
  • 54. 54 OCT 2020 5 6 9 11 10 7 5 4 4 4 4 3 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S INSIGHT TOOL DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 - 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* COMMENT ON FACEBOOK POSTS
  • 55. 55 @ESKIMON • SOURCE: KEPIOS ANALYSIS (OCTOBER 2020) RATIOS VARY BY COUNTRY, BUT OUR ANALYSIS SUGGESTS INCOME IS NOT THE PRIMARY DRIVER
  • 56. 56 OCT 2020 SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTES: AN INDEX VALUE OF ZERO MEANS THAT EACH GENDER POSTS AN EQUAL MEDIAN NUMBER OF FACEBOOK COMMENTS EACH MONTH. AN INDEX VALUE OF 100 MEANS THAT THE MEDIAN NUMBER OF COMMENTS POSTED BY THAT GENDER IS TWICE AS LARGE AS THE MEDIAN NUMBER OF COMMENTS POSTED BY THE OTHER GENDER. ♀600 ♀240 ♀200 ♀200 ♀175 ♀160 ♀140 ♀117 ♀100 ♀75 ♀67 ♀50 ♀40 ♀40 ♀38 ♀27 ♂22 ♂33 ♂33 ♂50 ♂50 ♂50 ♂67 ♂67 MOLDOVA ICELAND TAJIKISTAN UNITED KINGDOM ISRAEL BRAZIL UNITED STATES MEXICO FRANCE WORLDWIDE PHILIPPINES MOZAMBIQUE KENYA SRI LANKA LIBYA D.R. CONGO (EQUAL) (EQUAL) (EQUAL) (EQUAL) (EQUAL) (EQUAL) ETHIOPIA HAITI INDIA INDONESIA MYANMAR YEMEN IRAQ BANGLADESH SAUDI ARABIA AFGHANISTAN GUINEA TURKEY BENIN PAKISTAN FEMALE USERS POST MORE COMMENTS MALE USERS POST MORE COMMENTS THE MEDIAN NUMBER OF FACEBOOK COMMENTS POSTED BY EACH GENDER, SHOWN AS AN EQUALISED INDEX COMPARING FACEBOOK COMMENTS BY GENDER
  • 57. 57 @ESKIMON THESE FINDINGS MAY OFFER INSIGHTS INTO HOW WOMEN INTERACT WITH BROADER ICT
  • 58. 58 @ESKIMON SOCIAL MEDIA USE IN URBAN AND RURAL CONTEXTS #3
  • 59. 59 @ESKIMON THERE’S NO GLOBALLY AGREED DEFINITION FOR ‘URBAN’, SO I’LL FOCUS ON BIG CITIES INSTEAD
  • 60. 60 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVE ADVERTISING TOOLS (NOVEMBER 2020) More than half of the combined global audience of Facebook, Instagram, and Facebook Messenger lives in cities with at least 500,000 inhabitants.
  • 61. 61 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020) SOCIAL MEDIA USERS ARE MORE LIKELY TO LIVE IN BIG CITIES THAN THE OVERALL POPULATION
  • 62. 62 @ESKIMON • SOURCES: POPULATION DATA FROM THE UN, “THE WORLD’S CITIES IN 2018”; SOCIAL AUDIENCE DATA FROM FACEBOOK (NOVEMBER 2020) PERCENTAGE OF THE COMBINED SOCIAL AUDIENCE OF FACEBOOK, INSTAGRAM, AND FB MESSENGER THAT LIVES IN CITIES WITH 500,000 OR MORE INHABITANTS: PERCENTAGE OF THE WORLD’S TOTAL POPULATION THAT LIVES IN CITIES WITH 500,000 OR MORE INHABITANTS: vs 52%29% SOCIAL MEDIA USERS TEND TO BE URBAN
  • 63. 63 @ESKIMON • SOURCE: KEPIOS ANALYSIS (NOVEMBER 2020) SOCIAL MEDIA USE IS LOWER IN RURAL AREAS, SUGGESTING LOWER OVERALL ICT ADOPTION
  • 64. 64 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA EXTRAPOLATED FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (NOVEMBER 2020) CITIES’ SHARE OF TOTAL SOCIAL MEDIA USERS IS EVEN HIGHER IN DEVELOPING ECONOMIES
  • 65. 65 NOV 2020 SOURCE: KEPIOS ANALYSIS; EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (NOV 2020); POPULATION DATA FROM THE UNITED NATIONS AND THE WORLD POPULATION REVIEW (BOTH ACCESSED NOV 2020). *ADVISORY: POPULATION DATA MAY BE CONSIDERABLY OLDER THAN SOCIAL MEDIA DATA, AND MAY NOT BE AS COMPREHENSIVE. AS A RESULT, THE COMPARISONS SHOWN ON THIS CHART ARE FOR DISCUSSION ONLY, AND WE RECOMMEND FURTHER RESEARCH AND ANALYSIS BEFORE BUILDING ANY PLANS USING THIS DATA. # COUNTRY SHARE OF POPULATION SHARE OF SOCIAL SOCIAL vs. POPULATION # COUNTRY SHARE OF POPULATION SHARE OF SOCIAL SOCIAL vs. POPULATION 01 INDIA 16% 68% 4.1 02 UNITED STATES 32% 43% 1.3 03 INDONESIA 35% 49% 1.4 04 PAKISTAN 19% 76% 3.9 05 BRAZIL 55% 58% 1.1 06 NIGERIA 21% 87% 4.2 07 BANGLADESH 14% 63% 4.5 08 MEXICO 64% 66% 1.0 09 PHILIPPINES 29% 46% 1.6 10 DEM. REP. OF THE CONGO 17% 86% 5.1 11 EGYPT 22% 53% 2.5 12 ETHIOPIA 6% 68% 11.4 13 VIETNAM 12% 62% 5.3 14 TURKEY 81% 84% 1.0 15 GERMANY 35% 51% 1.5 16 FRANCE 15% 33% 2.2 17 UNITED KINGDOM 44% 49% 1.1 18 THAILAND 41% 43% 1.1 19 ITALY 23% 42% 1.8 20 SOUTH AFRICA 41% 52% 1.3 21 TANZANIA 12% 79% 6.4 22 MYANMAR 20% 42% 2.1 23 COLOMBIA 60% 73% 1.2 24 KENYA 12% 67% 5.5 25 SPAIN 50% 62% 1.2 26 ARGENTINA 60% 54% 0.9 27 ALGERIA 54% 63% 1.2 28 UKRAINE 90% 67% 0.7 29 UGANDA 7% 87% 11.8 30 IRAQ 62% 86% 1.4 COMPARING THE CONCENTRATION OF NATIONAL POPULATIONS* AND SOCIAL MEDIA USERS LIVING IN CITIES WITH 100,000 OR MORE INHABITANTS PEOPLE LIVING IN CITIES WITH 100,000+ INHABITANTS
  • 66. 66 @ESKIMON SOCIAL MEDIA DATA MAY MAKE IT EASIER TO TRACK PROGRESS TOWARDS CLOSING THIS GAP
  • 68. 68 @ESKIMON • SOURCES: KEPIOS ANALYSIS (OCTOBER 2020) 1. 53% OF THE WORLD’S POPULATION USES SOCIAL MEDIA 2. 9 IN 10 INTERNET USERS ARE ACTIVE ON SOCIAL MEDIA 3. 2 IN 3 SOCIAL MEDIA USERS ARE BELOW THE AGE OF 35 4. SENIORS ARE THE FASTEST-GROWING SOCIAL MEDIA AUDIENCE 5. MEN ARE 18% MORE LIKELY TO USE SOCIAL MEDIA THAN WOMEN 6. WOMEN ARE MORE ACTIVE ONCE THEY START USING SOCIAL MEDIA 7. SOCIAL MEDIA USERS ARE MORE LIKELY TO LIVE IN LARGE CITIES 8. DIGITAL URBANISATION IS GREATER IN DEVELOPING ECONOMIES SUMMARY OF KEY FINDINGS
  • 70. This report has been compiled by Kepios Pte. Ltd. for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While Kepios strives to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to- date, Kepios shall not be responsible for any errors or omissions contained in this report, or for the results obtained from its use. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non-infringement of third- party rights and without warranty of any kind, express or implied, including without limitation, warranties of merchantability or fitness for any particular purpose. This report may contain data, tables, figures, maps, flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of Kepios or any of the featured brands, nor any of those organisations’ partners, affiliates, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. This report is provided with the understanding that it does not constitute professional advice or services of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither Kepios, nor any of the brands or organisations featured or cited herein, nor any of their partners, affiliates, group companies, employees or agents shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report sponsored, endorsed or associated with such third parties. This report is subject to change without notice. To ensure that you have the most up-to-date version of this report, please visit our reports website at https://datareportal.com/. DISCLAIMER AND IMPORTANT NOTES