The document presents a global digital snapshot as of August 2017, highlighting the number of internet users, social media participants, and mobile users worldwide. It emphasizes the integration of digital technology into everyday life and the necessity for marketers to align their strategies with this reality, treating digital as a fundamental aspect rather than a standalone medium. The key takeaway is to integrate digital connectivity into all brand activities to effectively engage audiences.

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NEW NORMAL
FORWARD THINKING EPISODE 001:
FORWARD
THINKING
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SIMON KEMP • • 22 AUGUST 2017

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TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTAUG
2017 THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD
7.524 3.819 3.028 5.052 2.780
54% 51% 40% 67% 37%

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TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTAUG
2017 THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD
7.524 3.819 3.028 5.052 2.780
54% 51% 40% 67% 37%

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NORTH
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
AFRICA
MIDDLE
EAST
WEST
EUROPE
EAST
EUROPE
EAST
ASIA
OCEANIA
CENTRAL
ASIA
SOUTH
ASIA
SOUTHEAST
ASIA
SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES.
INTERNET PENETRATION BY REGIONJAN
2017 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
88%
53%
66%
84%
67%
29%
60%
48%
57%
33%
53%
68%

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MOST PEOPLE IN THE WORLD ALREADY
USE THE INTERNET ON A REGULAR BASIS

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WE’RE INTEGRATING CONNECTED TECH INTO
ALMOST EVERY ASPECT OF OUR LIVES, TOO

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TOP APP CATEGORIES AROUND THE WORLD
COMMS CONTENT GAMES TRAVEL SHOPPING
FOOD EDUCATION HEALTH DATING FINANCES

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HOWEVER, MANY MARKETERS STILL THINK OF
DIGITAL AS A STANDALONE MEDIUM OR ACTIVITY

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THIS MAKES
NO SENSE

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WE NEED TO ALIGN OUR MARKETING PLANS
WITH OUR AUDIENCES’ EVERYDAY REALITY

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DIGITAL IS LIKE ELECTRICITY; IT’S A WAY TO
POWER ACTIVITIES, NOT AN ACTIVITY IN ITSELF

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WE NEED TO STOP THINKING OF DIGITAL AS
‘NEW MEDIA’, AND TREAT IT AS ‘NEW NORMAL’

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KEY QUESTION

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HOW CAN YOU BUILD DIGITAL CONNECTIVITY
INTO EVERYTHING THAT YOUR BRAND DOES?

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R&D
TEAMS
COMMS
DISTRIBUTION
PRODUCT
SERVICE

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KEY TAKE-AWAY

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FOLLOW YOUR AUDIENCES: INTEGRATE DIGITAL
INTO EVERY ASPECT OF YOUR BRAND’S ’LIFE’

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SIMON KEMP
@ESKIMON

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SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
INSPIRING MARKETING
KEPIOS.COM