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Digital in 2018 in Eastern Asia

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All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Eastern Asia in 2018.

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Digital in 2018 in Eastern Asia

  1. 1. DIGITAL IN 2018 IN EASTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
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  3. 3. 3 COUNTRIES INCLUDED IN EACH ASIA REPORT ARMENIA AZERBAIJAN CYPRUS GEORGIA ISRAEL JORDAN LEBANON PALESTINE SYRIA TURKEY BAHRAIN IRAQ KUWAIT OMAN QATAR SAUDI ARABIA UNITED ARAB EMIRATES YEMEN KAZAKHSTAN KYRGYZSTAN TAJIKISTAN TURKMENISTAN UZBEKISTAN AFGHANISTAN BANGLADESH BHUTAN INDIA IRAN MALDIVES NEPAL PAKISTAN SRI LANKA CHINA HONG KONG JAPAN KOREA, NORTH KOREA, SOUTH MACAU MONGOLIA TAIWAN CAMBODIA LAOS MYANMAR THAILAND VIETNAM BRUNEI INDONESIA MALAYSIA PHILIPPINES SINGAPORE TIMOR-LESTE WESTERN ASIA PART 1: NORTH-WEST WESTERN ASIA PART 2: SOUTH-EAST CENTRAL ASIA SOUTHERN ASIA SOUTHEAST ASIA PART 1: NORTH-WEST EASTERN ASIA SOUTHEAST ASIA PART 1: SOUTH-EAST DIGITAL IN 2018 IN NORTHERN AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION DIGITAL IN 2018 IN WESTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION PART 1: NORTH- WEST DIGITAL IN 2018 IN WESTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION PART 2: SOUTH- EAST DIGITAL IN 2018 IN CENTRAL ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION DIGITAL IN 2018 IN SOUTHERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION DIGITAL IN 2018 IN SOUTHEAST ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION PART 1: NORTH- WEST DIGITAL IN 2018 IN SOUTHEAST ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION PART 2: SOUTH- EAST DIGITAL IN 2018 IN EASTERN ASIAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
  4. 4. 1 GLOBAL YEARBOOK BRUNEI DOMINICAN REP. GUYANA LIBERIA NEPAL ST KITTS & NEVIS TAJIKISTAN AFGHANISTAN BULGARIA ECUADOR HAITI LIBYA NETHERLANDS ST LUCIA TANZANIA ALBANIA BURKINA FASO EGYPT HONDURAS LIECHTENSTEIN NEW CALEDONIA ST MARTIN THAILAND ALGERIA BURUNDI EL SALVADOR HONG KONG LITHUANIA NEW ZEALAND ST PIERRE & MIQUELON TIMOR-LESTE AMERICAN SAMOA CABO VERDE EQUATORIAL GUINEA HUNGARY LUXEMBOURG NICARAGUA ST VINCENT, GRENADINES TOGO ANDORRA CAMBODIA ERITREA ICELAND MACAU NIGER SAMOA TOKELAU ANGOLA CAMEROON ESTONIA INDIA TFYR MACEDONIA NIGERIA SAN MARINO TONGA ANGUILLA CANADA ETHIOPIA INDONESIA MADAGASCAR NIUE SÃO TOMÉ & PRÍNCIPE TRINIDAD & TOBAGO ANTIGUA & BARBUDA CAYMAN IS. FAROE IS. IRAN MALAWI NORFOLK IS. SAUDI ARABIA TUNISIA ARGENTINA CENTRAL AFRICAN REP. FALKLAND IS. IRAQ MALAYSIA NORTHERN MARIANA IS. SENEGAL TURKEY ARMENIA CHAD FIJI IRELAND MALDIVES NORWAY SERBIA TURKMENISTAN ARUBA CHILE FINLAND ISLE OF MAN MALI OMAN SEYCHELLES TURKS & CAICOS IS. AUSTRALIA CHINA FRANCE ISRAEL MALTA PAKISTAN SIERRA LEONE TUVALU AUSTRIA CHRISTMAS IS. FRENCH GUIANA ITALY MARSHALL IS. PALAU SINGAPORE UGANDA AZERBAIJAN COCOS IS. FRENCH POLYNESIA JAMAICA MARTINIQUE PALESTINE ST MAARTEN UKRAINE BAHAMAS COLOMBIA GABON JAPAN MAURITANIA PANAMA SLOVAKIA U.A.E. BAHRAIN COMOROS GAMBIA JERSEY MAURITIUS PAPUA NEW GUINEA SLOVENIA U.K. BANGLADESH CONGO, DEM. REP. GEORGIA JORDAN MAYOTTE PARAGUAY SOLOMON IS. U.S.A. BARBADOS CONGO, REP. GERMANY KAZAKHSTAN MEXICO PERU SOMALIA URUGUAY BELARUS COOK IS. GHANA KENYA MICRONESIA PHILIPPINES SOUTH AFRICA UZBEKISTAN BELGIUM COSTA RICA GIBRALTAR KIRIBATI MOLDOVA POLAND SOUTH SUDAN VANUATU BELIZE CÔTE D'IVOIRE GREECE KOREA, NORTH MONACO PORTUGAL SPAIN VENEZUELA BENIN CROATIA GREENLAND KOREA, SOUTH MONGOLIA PUERTO RICO SRI LANKA VIETNAM BERMUDA CUBA GRENADA KOSOVO MONTENEGRO QATAR SUDAN BRITISH VIRGIN IS. BHUTAN CURAÇAO GUADELOUPE KUWAIT MONTSERRAT RÉUNION SURINAME U.S. VIRGIN IS. BOLIVIA CYPRUS GUAM KYRGYZSTAN MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BONAIRE, ST EUSTATIUS, SABA CZECH REP. GUATEMALA LAOS MOZAMBIQUE RUSSIA SWEDEN WESTERN SAHARA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LATVIA MYANMAR RWANDA SWITZERLAND YEMEN BOTSWANA DJIBOUTI GUINEA LEBANON NAMIBIA ST BARTHÉLEMY SYRIA ZAMBIA BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN-DEPTH COUNTRY REPORTS
  5. 5. 5 GLOBAL OVERVIEW
  6. 6. 6 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL AROUND THE WORLD IN 2018KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS 7.593 4.021 3.196 5.135 2.958 BILLION BILLION BILLION BILLION BILLION 55% 53% 42% 68% 39%
  7. 7. 7 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS JAN 2018 ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. +7% +13% +4% +14% +248 MILLION +362 MILLION +218 MILLION +360 MILLION
  8. 8. 8 GLOBAL AVERAGE: SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. NORTHERN AMERICA CENTRAL AMERICA SOUTH AMERICA SOUTHERN AFRICA WESTERN ASIA NORTHERN EUROPE EASTERN EUROPE EASTERN ASIA OCEANIA CENTRAL ASIA SOUTHERN ASIA SOUTHEAST ASIA THE CARIBBEAN WESTERN EUROPE SOUTHERN EUROPE WESTERN AFRICA NORTHERN AFRICA MIDDLE AFRICA EASTERN AFRICA INTERNET PENETRATION BY REGIONJAN 2018 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION 53% 88% 61% 48% 68% 94% 90% 77% 74% 49% 39% 12% 27% 51% 65% 50% 36% 57% 58% 69%
  9. 9. 9 GLOBAL AVERAGE: SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. NORTHERN AMERICA CENTRAL AMERICA SOUTH AMERICA SOUTHERN AFRICA WESTERN ASIA NORTHERN EUROPE EASTERN EUROPE EASTERN ASIA OCEANIA CENTRAL ASIA SOUTHERN ASIA SOUTHEAST ASIA THE CARIBBEAN WESTERN EUROPE SOUTHERN EUROPE WESTERN AFRICA NORTHERN AFRICA MIDDLE AFRICA EASTERN AFRICA SOCIAL MEDIA PENETRATION BY REGIONJAN 2018 TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION 42% 70% 59% 40% 63% 66% 54% 56% 45% 38% 11% 6% 7% 31% 55% 12% 20% 64% 55% 55%
  10. 10. 10 GLOBAL AVERAGE: SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. NORTHERN AMERICA CENTRAL AMERICA SOUTH AMERICA SOUTHERN AFRICA WESTERN ASIA NORTHERN EUROPE EASTERN EUROPE EASTERN ASIA OCEANIA CENTRAL ASIA SOUTHERN ASIA SOUTHEAST ASIA THE CARIBBEAN WESTERN EUROPE SOUTHERN EUROPE WESTERN AFRICA NORTHERN AFRICA MIDDLE AFRICA EASTERN AFRICA MOBILE CONNECTIVITY BY REGIONJAN 2018 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS) 112% 103% 96% 74% 115% 123% 119% 126% 157% 106% 89% 58% 61% 147% 108% 98% 91% 103% 141% 110%
  11. 11. 11 ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN 2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017. SOCIAL NETWORK MESSENGER / CHAT APP / VOIP DATA CORRECT TO: 27 JANUARY 2018 2,167 1,500 1,300 1,300 980 843 800 794 568 376 330 300 300 260 260 255 250 203 200 117 100 97 63 49 FACEBOOK YOUTUBE WHATSAPP FB MESSENGER WECHAT QQ INSTAGRAM TUMBLR** QZONE SINA WEIBO TWITTER BAIDU TIEBA* SKYPE* LINKEDIN** VIBER* SNAPCHAT** REDDIT LINE PINTEREST YY TELEGRAM* VKONTAKTE BBM* KAKAOTALK
  12. 12. 12 TOP MESSENGER APPS BY COUNTRYJAN 2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017 SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP. WHATSAPP (128) FACEBOOK MESSENGER (72) VIBER (10) WECHAT (3) LINE (3) TELEGRAM (3) IMO (3) KAKAOTALK (1) HANGOUTS (1) ANDROID MESSENGER (1) NO DATA (14)
  13. 13. 13 With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives, whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding love. As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital integration into everything they do – just as our audiences already have. Here are some tips to help with that: WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018 Start with what people really need and want, and not just what the technology can do Focus on creating mutual value at every opportunity, instead of simply ‘selling more stuff’ Make it easy for people to buy online as soon as they’re ready, wherever they are Harness digital tools to keep the conversation going, even after you make a successful sale To learn more about what these Digital, Social and Mobile trends mean for your brand, click here to download our Think Forward report.
  14. 14. 14 HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS The evolution of social ROI. It's the end of the road for vanity metrics. Expect to see more organisations evolve their metrics as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue, mitigating risk, and attracting talent. Mobile fuels the growth of social TV. In 2018, social networks will encourage brands to become broadcasters as mobile video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social networks—such as mobile video views—might not help your organisation achieve your own business outcomes. Trust declines, while peer influence rises. From Trump’s tumultuous triumph over traditional media to the fake news phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever. Humans, meet AI. The machines have risen. And marketers have discovered they can be delightfully useful. But while marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these human- less engagements. The promise (and reality) of social data. From tying together analytics systems to CRM integrations, marketers underestimated the complexity of social data initiatives. Organisations must recalculate the effort and resources needed to turn social data into a true—and unified—source of customer insights. Click here to download our 2018 Social Media Trends Toolkit to align your strategy with the year’s key social network and digital trends.
  15. 15. 11 CLICK HERE TO READ ‘DIGITAL IN 2018’, OUR MAIN GLOBAL OVERVIEW REPORT DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD
  16. 16. 16 IN-DEPTH COUNTRY PROFILES
  17. 17. 17 CHINA
  18. 18. 18 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL IN CHINA 1,412 751 911 1,119 911 MILLION MILLION MILLION MILLION MILLION 58% 53% 65% 79% 65%
  19. 19. 19 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS JAN 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. +3% +10% +3% +10% +20 MILLION +85 MILLION +33 MILLION +85 MILLION
  20. 20. 20 TOTAL POPULATION FEMALE POPULATION MALE POPULATION MEDIAN AGE JAN 2018 POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS ANNUAL CHANGE IN POPULATION SIZE POPULATION LIVING IN URBAN AREAS GDP PER CAPITA LITERACY (TOTAL) MALE LITERACY FEMALE LITERACY SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. 1,412 48.5% 51.5% +0.4% 37.7 MILLION YEARS OLD 58% $15,559 96% 95% 98%
  21. 21. 21 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET COMPUTER JAN 2018 DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED] TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 97% 83% 53% 20% 94% 19% 2% 8%
  22. 22. 22 AVERAGE DAILY TIME SPENT USING THE INTERNET VIA ANY DEVICE AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND) AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC JAN 2018 TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. 6H 30M 2H 00M 2H 43M 1H 04M
  23. 23. 23 BELIEVE THAT NEW TECHNOLOGIES OFFER MORE OPPORTUNITIES THAN RISKS PREFER TO COMPLETE TASKS DIGITALLY WHENEVER POSSIBLE BELIEVE DATA PRIVACY AND PROTECTION ARE VERY IMPORTANT DELETE COOKIES FROM INTERNET BROWSER TO PROTECT PRIVACY JAN 2018 ATTITUDES TOWARDS DIGITALHOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES USE AN AD-BLOCKING TOOL TO STOP ADVERTS BEING DISPLAYED SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. 58% 64% 86% 48% 54%
  24. 24. 24 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 751.3 53% 706.2 50% MILLION MILLION
  25. 25. 25 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) INTERNET LIVE STATS JAN 2018 INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS CIA WORLD FACTBOOK SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. 738.5 751.3 721.4 751.3 MILLION MILLION MILLION MILLION
  26. 26. 26 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH JAN 2018 FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) 1 7 31 ? SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. 83% 12% 3% 2%
  27. 27. 27 AVERAGE INTERNET SPEED VIA FIXED CONNECTIONS AVERAGE INTERNET SPEED VIA MOBILE CONNECTIONS ACCESS THE INTERNET MOST OFTEN VIA A COMPUTER OR TABLET ACCESS EQUALLY VIA A SMARTPHONE AND COMPUTER OR TABLET JAN 2018 INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET ACCESS THE INTERNET MOST OFTEN VIA A SMARTPHONE SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. 63.69 32.52 5% 15% 75% MBPS MBPS
  28. 28. 28 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2018 SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. 37% 61% 2% [N/A] -12% +10% -19% [N/A]
  29. 29. 29 USE A SEARCH ENGINE VISIT A SOCIAL NETWORK PLAY GAMES WATCH VIDEOS JAN 2018 WEEKLY ONLINE ACTIVITIES BY DEVICEPERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED] LOOK FOR PRODUCT INFORMATION SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 30% 34% 18% 27% 11% 16% 11% 10% 11% 4%
  30. 30. 30 WATCH ONLINE VIDEOS EVERY DAY WATCH ONLINE VIDEOS EVERY WEEK WATCH ONLINE VIDEOS EVERY MONTH WATCH ONLINE VIDEOS LESS THAN ONCE A MONTH JAN 2018 FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE) NEVER WATCH ONLINE VIDEOS 1 7 31 365 X SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 30% 40% 17% 5% 8%
  31. 31. 31 REGULAR TELEVISION ON A TV SET RECORDED CONTENT ON A TV SET CATCH-UP / ON-DEMAND SERVICE ON TV SET ONLINE CONTENT STREAMED ON A TV SET JAN 2018 HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT ONLINE CONTENT STREAMED ON ANOTHER DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 82% 16% 23% 19% 25%
  32. 32. 32 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 911.4 65% 911.4 65% MILLION MILLION
  33. 33. 33 JAN 2018 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. WE’VE REVISED OUR APPROACH TO REBASING SOCIAL PLATFORM DATA FOR CHINA THIS YEAR, SO THESE FIGURES ARE NOT DIRECTLY COMPARABLE TO OUR DIGITAL IN 2017 REPORT. ADVISORY: FIGURES ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT. SOCIAL NETWORK MESSENGER / CHAT APP / VOIP 46% 33% 31% 31% 20% 16% 10% 7% 5% WECHAT QZONE YOUKU SINA WEIBO TENCENT WEIBO TUDOU RENREN LINKEDIN SKYPE NOTE: FIGURES ON THIS CHART ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT MATCH THE MONTHLY ACTIVE USER (MAU) FIGURES PUBLISHED BY THE RESPECTIVE SOCIAL MEDIA COMPANIES. FOR REFERENCE, TENCENT’S REPORTS INDICATE APPROX. 911M WECHAT MAUs IN CHINA (65% PENTRATION).
  34. 34. 34 NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET) MOBILE PENETRATION (UNIQUE USERS vs. TOTAL POPULATION) TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION JAN 2018 MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS AVERAGE NUMBER OF CONNECTIONS PER UNIQUE MOBILE USER SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 1,119 79% 1,396 99% 1.25 BILLION BILLION
  35. 35. 35 TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) JAN 2018 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 1.40 99% 77% 23% 82% BILLION
  36. 36. 36 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS JAN 2018 MOBILE CONNECTIVITY INDEXGSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY AVAILABILITY OF RELEVANT CONTENT & SERVICES OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ 70.73 63.51 70.38 73.41 76.25
  37. 37. 37 PERCENTAGE OF THE POPULATION USING MOBILE MESSENGERS PERCENTAGE OF THE POPULATION WATCHING VIDEOS ON MOBILE PERCENTAGE OF THE POPULATION PLAYING GAMES ON MOBILE PERCENTAGE OF THE POPULATION USING MOBILE BANKING JAN 2018 MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 49% 41% 39% 34% 38%
  38. 38. 38 USE THE ALARM CLOCK FUNCTION MANAGE DIARY OR APPOINTMENTS CHECK THE WEATHER TRACK HEALTH, DIET, OR ACTIVITY LEVELS JAN 2018 SMARTPHONE LIFE MANAGEMENT ACTIVITIESPERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED] TAKE PHOTOS OR VIDEOS CHECK THE NEWS READ E-BOOKS OR E-MAGAZINES MANAGE LISTS (E.G. SHOPPING, TASKS) SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 36% 12% 31% 4% 39% 35% 21% 7%
  39. 39. 39 JAN 2018 TOP APP RANKINGSRANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS # APP NAME DEVELOPER / COMPANY 01 02 03 04 05 06 07 08 09 10 RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS # APP NAME DEVELOPER / COMPANY 01 02 03 04 05 06 07 08 09 10 SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/ NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES. # APP NAME DEVELOPER / COMPANY WECHAT TENCENT QQ TENCENT TAOBAO ALIBABA GROUP ALIPAY ANT FINANCIAL SERVICES GROUP WIFI MASTER KEY SHANGHAI LANTERN NETWORK TENCENT VIDEO TENCENT IQIYI BAIDU KUGOU MUSIC TENCENT BAIDU BAIDU QQ BROWSER TENCENT # APP NAME DEVELOPER / COMPANY WECHAT TENCENT QQ TENCENT TENCENT VIDEO TENCENT TAOBAO ALIBABA GROUP ALIPAY ANT FINANCIAL SERVICES GROUP BAIDU BAIDU IQIYI BAIDU YOUKU ALIBABA GROUP PINDUODUO XUNMENG JINGDONG JINGDONG
  40. 40. 40 HAS A BANK ACCOUNT HAS A CREDIT CARD MAKES AND / OR RECEIVES MOBILE PAYMENTS VIA GSMA MAKES ONLINE PURCHASES AND / OR PAYS BILLS ONLINE JAN 2018 FINANCIAL INCLUSION FACTORSPERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE PERCENTAGE OF WOMEN WITH A CREDIT CARD PERCENTAGE OF MEN WITH A CREDIT CARD PERCENTAGE OF WOMEN MAKING INTERNET PAYMENTS PERCENTAGE OF MEN MAKING INTERNET PAYMENTS SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. 79% 16% [N/A] 19% 14% 17% 21% 17%
  41. 41. 41 SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY VISITED AN ONLINE RETAIL STORE PURCHASED A PRODUCT OR SERVICE ONLINE MADE AN ONLINE PURCHASE VIA A LAPTOP OR DESKTOP COMPUTER JAN 2018 E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 43% 51% 45% 39% 39%
  42. 42. 42 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 E-COMMERCE SPEND BY CATEGORYTOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. $164.22 $112.79 $43.40 $80.87 BILLION BILLION BILLION BILLION $97.88 $27.31 $0.57 $11.79 BILLION BILLION BILLION BILLION
  43. 43. 43 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 E-COMMERCE GROWTH BY CATEGORYANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. +26% +19% +34% +17% +28% +23% +26% +10%
  44. 44. 44 TOTAL NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA E-COMMERCE PENETRATION OF CONSUMER GOODS E-COMMERCE (TOTAL POPULATION) AVERAGE ANNUAL REVENUE PER USER OF CONSUMER GOODS E-COMMERCE (ARPU) YEAR-ON-YEAR CHANGE: JAN 2018 E-COMMERCE DETAIL: CONSUMER GOODSAN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. VALUE OF THE CONSUMER GOODS E-COMMERCE MARKET (TOTAL ANNUAL SALES REVENUE) 581.5 41% $499.1 $858 MILLION BILLION +12% +24% +11%
  45. 45. 45 JAN 2018 ADVERTISING MEDIA: FIRST AWARENESSTHE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING. 49% 16% 12% 11% 6% 3% 3% 1% 1% ONLINE IN-STORE POSTER TELEVISION PRESS EMAIL OTHER RADIO DIRECT MAIL
  46. 46. 46 HONG KONG
  47. 47. 47 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL IN HONG KONG 7.40 6.46 5.80 6.17 5.20 MILLION MILLION MILLION MILLION MILLION 100% 87% 78% 83% 70%
  48. 48. 48 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS JAN 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. +3% +5% +1% +6% +198 THOUSAND +300 THOUSAND +83 THOUSAND +300 THOUSAND
  49. 49. 49 TOTAL POPULATION FEMALE POPULATION MALE POPULATION MEDIAN AGE JAN 2018 POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS ANNUAL CHANGE IN POPULATION SIZE POPULATION LIVING IN URBAN AREAS GDP PER CAPITA LITERACY (TOTAL) MALE LITERACY FEMALE LITERACY SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. 7.40 54.1% 45.9% +0.9% 44.8 MILLION YEARS OLD 100% $58,322 94% 90% 97%
  50. 50. 50 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET COMPUTER JAN 2018 DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED] TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 96% 83% 59% 41% 92% 10% 1% 8%
  51. 51. 51 AVERAGE DAILY TIME SPENT USING THE INTERNET VIA ANY DEVICE AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND) AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC JAN 2018 TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. 6H 37M 2H 01M 2H 39M 0H 47M
  52. 52. 52 BELIEVE THAT NEW TECHNOLOGIES OFFER MORE OPPORTUNITIES THAN RISKS PREFER TO COMPLETE TASKS DIGITALLY WHENEVER POSSIBLE BELIEVE DATA PRIVACY AND PROTECTION ARE VERY IMPORTANT DELETE COOKIES FROM INTERNET BROWSER TO PROTECT PRIVACY JAN 2018 ATTITUDES TOWARDS DIGITALHOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES USE AN AD-BLOCKING TOOL TO STOP ADVERTS BEING DISPLAYED SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. 46% 43% 81% 38% 38%
  53. 53. 53 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 6.46 87% 6.11 83% MILLION MILLION
  54. 54. 54 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) INTERNET LIVE STATS JAN 2018 INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS CIA WORLD FACTBOOK SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. 6.46 6.46 5.44 0.63 MILLION MILLION MILLION MILLION
  55. 55. 55 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH JAN 2018 FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) 1 7 31 ? SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. 95% 4% 1% 1%
  56. 56. 56 AVERAGE INTERNET SPEED VIA FIXED CONNECTIONS AVERAGE INTERNET SPEED VIA MOBILE CONNECTIONS ACCESS THE INTERNET MOST OFTEN VIA A COMPUTER OR TABLET ACCESS EQUALLY VIA A SMARTPHONE AND COMPUTER OR TABLET JAN 2018 INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET ACCESS THE INTERNET MOST OFTEN VIA A SMARTPHONE SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. 141.56 34.66 7% 39% 50% MBPS MBPS
  57. 57. 57 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2018 SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. 62% 33% 5% 0.02% +0.4% -2% +10% -60%
  58. 58. 58 JAN 2018 SIMILARWEB’S RANKING OF TOP WEBSITESRANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017 SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS. DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. # WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT 01 02 03 04 05 06 07 08 09 10 GOOGLE.COM.HK SEARCH 74,500,000 14M 43S 11.0 YOUTUBE.COM TV & VIDEO 53,100,000 26M 01S 11.6 GOOGLE.COM SEARCH 49,100,000 13M 43S 16.4 FACEBOOK.COM SOCIAL 42,800,000 14M 43S 12.1 YAHOO.COM NEWS & MEDIA 23,500,000 8M 07S 11.9 WIKIPEDIA.ORG REFERENCE 12,600,000 5M 22S 4.1 WHATSAPP.COM SOCIAL 10,600,000 2M 25S 2.0 BAIDU.COM SEARCH 9,800,000 9M 44S 6.3 TAOBAO.COM SHOPPING 9,600,000 14M 26S 14.9 NEWS.YAHOO.COM NEWS & MEDIA 5,600,000 5M 40S 17.8
  59. 59. 59 JAN 2018 ALEXA’S RANKING OF TOP WEBSITESRANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT # WEBSITE TIME PAGES 01 02 03 04 05 06 07 08 09 10 # WEBSITE TIME PAGES 11 12 13 14 15 16 17 18 19 20 SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. GOOGLE.COM.HK 6M 12S 7.57 YOUTUBE.COM 8M 18S 4.79 GOOGLE.COM 7M 32S 8.56 FACEBOOK.COM 10M 21S 4.00 YAHOO.COM 4M 02S 3.61 DISCUSS.COM.HK 6M 19S 6.35 WIKIPEDIA.ORG 4M 16S 3.31 BAIDU.COM 7M 31S 5.88 TAOBAO.COM 8M 36S 3.97 BASTILLEPOST.COM 4M 48S 4.62 PIXNET.NET 3M 12S 2.35 AASTOCKS.COM 11M 47S 6.32 APPLEDAILY.COM 5M 41S 3.71 WHATSAPP.COM 3M 50S 1.23 INSTAGRAM.COM 5M 23S 3.34 REDDIT.COM 15M 46S 10.05 AMAZON.COM 8M 29S 8.62 PRICE.COM.HK 4M 40S 2.71 QQ.COM 4M 34S 3.84 ETNET.COM.HK 8M 46S 5.61
  60. 60. 60 USE A SEARCH ENGINE VISIT A SOCIAL NETWORK PLAY GAMES WATCH VIDEOS JAN 2018 WEEKLY ONLINE ACTIVITIES BY DEVICEPERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED] LOOK FOR PRODUCT INFORMATION SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 60% 67% 24% 52% 31% 44% 36% 12% 38% 21%
  61. 61. 61 JAN 2018 TOP GOOGLE SEARCH QUERIES IN 2017RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017 # QUERY INDEX 01 02 03 04 05 06 07 08 09 10 # QUERY INDEX 11 12 13 14 15 16 17 18 19 20 SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). HONG KONG 100 GOOGLE 55 YOUTUBE 33 YAHOO 29 FACEBOOK 26 TRANSLATE 25 YOU 19 APPLE 19 天氣 17 WHATSAPP 16 IPHONE 16 MAP 16 GOOGLE TRANSLATE 16 WEATHER 15 HSBC 13 GMAIL 12 電影 10 YAHOO HK 10 天文台 9 HKJC 9
  62. 62. 62 WATCH ONLINE VIDEOS EVERY DAY WATCH ONLINE VIDEOS EVERY WEEK WATCH ONLINE VIDEOS EVERY MONTH WATCH ONLINE VIDEOS LESS THAN ONCE A MONTH JAN 2018 FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE) NEVER WATCH ONLINE VIDEOS 1 7 31 365 X SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 59% 22% 5% 2% 13%
  63. 63. 63 REGULAR TELEVISION ON A TV SET RECORDED CONTENT ON A TV SET CATCH-UP / ON-DEMAND SERVICE ON TV SET ONLINE CONTENT STREAMED ON A TV SET JAN 2018 HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT ONLINE CONTENT STREAMED ON ANOTHER DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 91% 18% 27% 18% 38%
  64. 64. 64 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 5.80 78% 5.20 70% MILLION MILLION
  65. 65. 65 JAN 2018 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CHAT APP / VOIP SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT. 75% 74% 73% 45% 45% 44% 32% 27% 23% 19% 18% 16% FACEBOOK WHATSAPP YOUTUBE FB MESSENGER INSTAGRAM WECHAT GOOGLE+ LINE SKYPE TWITTER SINA WEIBO LINKEDIN
  66. 66. 66 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS ANNUAL CHANGE IN FACEBOOK USERS vs. JANUARY 2017 PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE JAN 2018 FACEBOOK USAGE ANALYSISA CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 5.80 +5% 90% 54% 46% MILLION
  67. 67. 67 AGE TOTAL FEMALE MALE TOTAL 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ FEMALE MALE PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS JAN 2018 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. 13 – 17 YEARS OLD 65+ YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 18 – 24 YEARS OLD AGE TOTAL FEMALE MALE TOTAL 5,800,000 54% 46% 13 – 17 230,000 2% 2% 18 – 24 980,000 9% 8% 25 – 34 1,900,000 19% 13% 35 – 44 1,300,000 12% 10% 45 – 54 710,000 6% 6% 55 – 64 420,000 4% 4% 65+ 300,000 3% 2% 128 513 1,084 720 345 207 158 103 463 772 587 360 216 144
  68. 68. 68 JAN 2018 AVERAGE FACEBOOK PAGE POST REACH AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. +0.49% 10.4% 13.1% 30.6% 28.3%
  69. 69. 69 AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE POSTS (ALL TYPES) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS JAN 2018 AVERAGE FACEBOOK ENGAGEMENT RATESTHE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. 5.79% 8.72% 7.01% 5.49% 3.91%
  70. 70. 70 TOTAL NUMBER OF MONTHLY ACTIVE INSTAGRAM USERS ACTIVE INSTAGRAM USERS AS A PERCENTAGE OF TOTAL POPULATION FEMALE USERS AS A PERCENTAGE OF ALL ACTIVE INSTAGRAM USERS MALE USERS AS A PERCENTAGE OF ALL ACTIVE INSTAGRAM USERS JAN 2018 INSTAGRAM USAGE ANALYSISAN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 2.60 35% 56% 44% MILLION
  71. 71. 71 NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET) MOBILE PENETRATION (UNIQUE USERS vs. TOTAL POPULATION) TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION JAN 2018 MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS AVERAGE NUMBER OF CONNECTIONS PER UNIQUE MOBILE USER SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 6.17 83% 12.71 172% 2.06 MILLION MILLION
  72. 72. 72 TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) JAN 2018 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 12.71 172% 41% 59% 82% MILLION
  73. 73. 73 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS JAN 2018 MOBILE CONNECTIVITY INDEXGSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY AVAILABILITY OF RELEVANT CONTENT & SERVICES OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ 80.01 68.85 81.83 82.48 88.20
  74. 74. 74 PERCENTAGE OF THE POPULATION USING MOBILE MESSENGERS PERCENTAGE OF THE POPULATION WATCHING VIDEOS ON MOBILE PERCENTAGE OF THE POPULATION PLAYING GAMES ON MOBILE PERCENTAGE OF THE POPULATION USING MOBILE BANKING JAN 2018 MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 80% 72% 59% 43% 73%
  75. 75. 75 USE THE ALARM CLOCK FUNCTION MANAGE DIARY OR APPOINTMENTS CHECK THE WEATHER TRACK HEALTH, DIET, OR ACTIVITY LEVELS JAN 2018 SMARTPHONE LIFE MANAGEMENT ACTIVITIESPERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED] TAKE PHOTOS OR VIDEOS CHECK THE NEWS READ E-BOOKS OR E-MAGAZINES MANAGE LISTS (E.G. SHOPPING, TASKS) SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 45% 28% 44% 5% 54% 43% 13% 10%
  76. 76. 76 JAN 2018 TOP APP RANKINGSRANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS # APP NAME DEVELOPER / COMPANY 01 02 03 04 05 06 07 08 09 10 RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS # APP NAME DEVELOPER / COMPANY 01 02 03 04 05 06 07 08 09 10 SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/ NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES. WHATSAPP MESSENGER FACEBOOK FACEBOOK FACEBOOK FACEBOOK MESSENGER FACEBOOK WECHAT TENCENT MYOBSERVATORY HONG KONG OBSERVATORY INSTAGRAM FACEBOOK APP 1933 - KMB ‧ LWB KMB OPENRICE OPENRICE APPLE DAILY NEXT MEDIA LIMITED LINE LINE APP 1933 - KMB‧ LWB KMB WHATSAPP MESSENGER FACEBOOK FACEBOOK FACEBOOK WECHAT TENCENT MYTV SUPER TVB FACEBOOK MESSENGER FACEBOOK TAOBAO ALIBABA GROUP INSTAGRAM FACEBOOK JOOX MUSIC TENCENT QIANXUN VIDEO QIANXUN TEAM
  77. 77. 77 HAS A BANK ACCOUNT HAS A CREDIT CARD MAKES AND / OR RECEIVES MOBILE PAYMENTS VIA GSMA MAKES ONLINE PURCHASES AND / OR PAYS BILLS ONLINE JAN 2018 FINANCIAL INCLUSION FACTORSPERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE PERCENTAGE OF WOMEN WITH A CREDIT CARD PERCENTAGE OF MEN WITH A CREDIT CARD PERCENTAGE OF WOMEN MAKING INTERNET PAYMENTS PERCENTAGE OF MEN MAKING INTERNET PAYMENTS SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. 96% 64% [N/A] 36% 64% 65% 34% 39%
  78. 78. 78 SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY VISITED AN ONLINE RETAIL STORE PURCHASED A PRODUCT OR SERVICE ONLINE MADE AN ONLINE PURCHASE VIA A LAPTOP OR DESKTOP COMPUTER JAN 2018 E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 74% 62% 58% 40% 40%
  79. 79. 79 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 E-COMMERCE SPEND BY CATEGORYTOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. $992.9 $1,074 $314.6 $493.4 MILLION MILLION MILLION MILLION $839.4 $753.9 $23.8 $300.7 MILLION MILLION MILLION MILLION
  80. 80. 80 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 E-COMMERCE GROWTH BY CATEGORYANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. +16% +12% +12% +17% +8% +15% +12% +14%
  81. 81. 81 TOTAL NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA E-COMMERCE PENETRATION OF CONSUMER GOODS E-COMMERCE (TOTAL POPULATION) AVERAGE ANNUAL REVENUE PER USER OF CONSUMER GOODS E-COMMERCE (ARPU) YEAR-ON-YEAR CHANGE: JAN 2018 E-COMMERCE DETAIL: CONSUMER GOODSAN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. VALUE OF THE CONSUMER GOODS E-COMMERCE MARKET (TOTAL ANNUAL SALES REVENUE) 4.16 56% $3.715 $894 MILLION BILLION +8% +12% +4%
  82. 82. 82 JAN 2018 ADVERTISING MEDIA: FIRST AWARENESSTHE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING. 26% 17% 17% 15% 7% 6% 4% 3% 1% ONLINE TELEVISION PRESS IN-STORE POSTER EMAIL DIRECT MAIL OTHER RADIO
  83. 83. 83 JAPAN
  84. 84. 84 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL IN JAPAN 127.3 118.5 71.0 100.1 71.0 MILLION MILLION MILLION MILLION MILLION 95% 93% 56% 79% 56%
  85. 85. 85 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS JAN 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. +0.6% +11% +2% +11% +686 THOUSAND +7 MILLION +2 MILLION +7 MILLION
  86. 86. 86 TOTAL POPULATION FEMALE POPULATION MALE POPULATION MEDIAN AGE JAN 2018 POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS ANNUAL CHANGE IN POPULATION SIZE POPULATION LIVING IN URBAN AREAS GDP PER CAPITA LITERACY (TOTAL) MALE LITERACY FEMALE LITERACY SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. 127.3 51.2% 48.8% -0.2% 47.7 MILLION YEARS OLD 95% $41,476 99% 99% 99%
  87. 87. 87 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET COMPUTER JAN 2018 DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED] TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 91% 64% 80% 30% 96% 9% 2% 3%
  88. 88. 88 AVERAGE DAILY TIME SPENT USING THE INTERNET VIA ANY DEVICE AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND) AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC JAN 2018 TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. 4H 12M 0H 48M 2H 29M 0H 15M
  89. 89. 89 BELIEVE THAT NEW TECHNOLOGIES OFFER MORE OPPORTUNITIES THAN RISKS PREFER TO COMPLETE TASKS DIGITALLY WHENEVER POSSIBLE BELIEVE DATA PRIVACY AND PROTECTION ARE VERY IMPORTANT DELETE COOKIES FROM INTERNET BROWSER TO PROTECT PRIVACY JAN 2018 ATTITUDES TOWARDS DIGITALHOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES USE AN AD-BLOCKING TOOL TO STOP ADVERTS BEING DISPLAYED SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. 44% 40% 79% 21% 18%
  90. 90. 90 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 118.5 93% 90.6 71% MILLION MILLION
  91. 91. 91 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) INTERNET LIVE STATS JAN 2018 INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS CIA WORLD FACTBOOK SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. 118.5 117.1 115.1 117.1 MILLION MILLION MILLION MILLION
  92. 92. 92 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH JAN 2018 FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) 1 7 31 ? SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. 91% 6% 2% 1%
  93. 93. 93 AVERAGE INTERNET SPEED VIA FIXED CONNECTIONS AVERAGE INTERNET SPEED VIA MOBILE CONNECTIONS ACCESS THE INTERNET MOST OFTEN VIA A COMPUTER OR TABLET ACCESS EQUALLY VIA A SMARTPHONE AND COMPUTER OR TABLET JAN 2018 INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET ACCESS THE INTERNET MOST OFTEN VIA A SMARTPHONE SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. 78.03 23.04 23% 35% 37% MBPS MBPS
  94. 94. 94 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2018 SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. 69% 27% 4% 0.14% +2% -3% -10% -7%
  95. 95. 95 JAN 2018 SIMILARWEB’S RANKING OF TOP WEBSITESRANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017 SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS. DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. # WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT 01 02 03 04 05 06 07 08 09 10 GOOGLE.CO.JP SEARCH 2,363,800,000 10M 55S 8.0 YAHOO.CO.JP NEWS & MEDIA 1,757,900,000 9M 13S 8.3 GOOGLE.COM SEARCH 880,800,000 9M 24S 9.7 YOUTUBE.COM TV & VIDEO 764,300,000 19M 09S 9.1 TWITTER.COM SOCIAL 620,700,000 10M 29S 8.9 AMAZON.CO.JP SHOPPING 578,500,000 7M 37S 9.2 DOCOMO.NE.JP EMAIL 570,800,000 5M 33S 3.9 FC2.COM HOSTING 475,100,000 5M 42S 4.5 NEWS.YAHOO.CO.JP NEWS & MEDIA 414,600,000 3M 54S 2.5 WIKIPEDIA.ORG REFERENCE 404,100,000 3M 53S 2.7
  96. 96. 96 JAN 2018 ALEXA’S RANKING OF TOP WEBSITESRANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT # WEBSITE TIME PAGES 01 02 03 04 05 06 07 08 09 10 # WEBSITE TIME PAGES 11 12 13 14 15 16 17 18 19 20 SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. GOOGLE.CO.JP 6M 24S 11.28 YOUTUBE.COM 8M 18S 4.79 GOOGLE.COM 7M 32S 8.56 YAHOO.CO.JP 9M 17S 8.61 AMAZON.CO.JP 7M 44S 9.32 FACEBOOK.COM 10M 21S 4.00 TWITTER.COM 6M 21S 3.21 NICOVIDEO.JP 13M 32S 12.20 WIKIPEDIA.ORG 4M 16S 3.31 RAKUTEN.CO.JP 7M 34S 6.84 FC2.COM 3M 35S 4.26 T.CO 0M 43S 2.31 BAIDU.COM 7M 31S 5.88 KAKAKU.COM 6M 40S 5.93 LIVEDOOR.JP 4M 15S 3.42 AMEBLO.JP 3M 03S 3.11 LIVEDOOR.COM 8M 45S 6.95 QQ.COM 4M 34S 3.84 INSTAGRAM.COM 5M 23S 3.34 TMALL.COM 6M 45S 2.24
  97. 97. 97 USE A SEARCH ENGINE VISIT A SOCIAL NETWORK PLAY GAMES WATCH VIDEOS JAN 2018 WEEKLY ONLINE ACTIVITIES BY DEVICEPERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED] LOOK FOR PRODUCT INFORMATION SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 59% 57% 18% 34% 29% 58% 22% 9% 32% 26%
  98. 98. 98 JAN 2018 TOP GOOGLE SEARCH QUERIES IN 2017RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017 # QUERY INDEX 01 02 03 04 05 06 07 08 09 10 # QUERY INDEX 11 12 13 14 15 16 17 18 19 20 SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). 天気 100 モンスト 61 大阪 51 ヤフー 49 YOUTUBE 49 漫画 48 ニュース 44 映画 39 楽天 33 アニメ 32 京都 29 野球 28 YAHOO 28 まとめ 27 ユーチューブ 23 ポケモン 22 イオン 22 AMAZON 21 TWITTER 20 アマゾン 20
  99. 99. 99 WATCH ONLINE VIDEOS EVERY DAY WATCH ONLINE VIDEOS EVERY WEEK WATCH ONLINE VIDEOS EVERY MONTH WATCH ONLINE VIDEOS LESS THAN ONCE A MONTH JAN 2018 FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE) NEVER WATCH ONLINE VIDEOS 1 7 31 365 X SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 32% 25% 10% 2% 31%
  100. 100. 100 REGULAR TELEVISION ON A TV SET RECORDED CONTENT ON A TV SET CATCH-UP / ON-DEMAND SERVICE ON TV SET ONLINE CONTENT STREAMED ON A TV SET JAN 2018 HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT ONLINE CONTENT STREAMED ON ANOTHER DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 95% 64% 10% 6% 6%
  101. 101. 101 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 71.0 56% 71.0 56% MILLION MILLION
  102. 102. 102 JAN 2018 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CHAT APP / VOIP SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT. 70% 54% 45% 34% 24% 19% 16% 9% 9% 3% 3% 3% YOUTUBE LINE TWITTER FACEBOOK INSTAGRAM AMEBA GOOGLE+ FB MESSENGER SKYPE PINTEREST IMGUR TUMBLR
  103. 103. 103 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS ANNUAL CHANGE IN FACEBOOK USERS vs. JANUARY 2017 PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE JAN 2018 FACEBOOK USAGE ANALYSISA CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 38.00 +27% 71% 50% 50% MILLION
  104. 104. 104 AGE TOTAL FEMALE MALE TOTAL 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ FEMALE MALE PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS JAN 2018 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. 13 – 17 YEARS OLD 65+ YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 18 – 24 YEARS OLD AGE TOTAL FEMALE MALE TOTAL 38,000,000 50% 50% 13 – 17 1,300,000 2% 2% 18 – 24 5,800,000 8% 8% 25 – 34 11,000,000 15% 13% 35 – 44 9,400,000 13% 12% 45 – 54 6,800,000 9% 9% 55 – 64 2,900,000 3% 4% 65+ 1,000,000 0.9% 2% 0.7 2.9 5.8 4.8 3.3 1.2 0.3 0.7 2.9 5.0 4.6 3.6 1.6 0.7
  105. 105. 105 JAN 2018 AVERAGE FACEBOOK PAGE POST REACH AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. +0.13% 8.1% 0.7% 14.0% 27.3%
  106. 106. 106 AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE POSTS (ALL TYPES) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS JAN 2018 AVERAGE FACEBOOK ENGAGEMENT RATESTHE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. 6.83% 7.23% 6.24% 3.28% 2.83%
  107. 107. 107 TOTAL NUMBER OF MONTHLY ACTIVE INSTAGRAM USERS ACTIVE INSTAGRAM USERS AS A PERCENTAGE OF TOTAL POPULATION FEMALE USERS AS A PERCENTAGE OF ALL ACTIVE INSTAGRAM USERS MALE USERS AS A PERCENTAGE OF ALL ACTIVE INSTAGRAM USERS JAN 2018 INSTAGRAM USAGE ANALYSISAN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 22.00 17% 56% 44% MILLION
  108. 108. 108 NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET) MOBILE PENETRATION (UNIQUE USERS vs. TOTAL POPULATION) TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION JAN 2018 MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS AVERAGE NUMBER OF CONNECTIONS PER UNIQUE MOBILE USER SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 100.1 79% 191.3 150% 1.91 MILLION MILLION
  109. 109. 109 TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) JAN 2018 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 191.3 150% 0% 100% 99% MILLION
  110. 110. 110 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS JAN 2018 MOBILE CONNECTIVITY INDEXGSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY AVAILABILITY OF RELEVANT CONTENT & SERVICES OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ 79.17 73.84 77.80 84.12 81.29
  111. 111. 111 PERCENTAGE OF THE POPULATION USING MOBILE MESSENGERS PERCENTAGE OF THE POPULATION WATCHING VIDEOS ON MOBILE PERCENTAGE OF THE POPULATION PLAYING GAMES ON MOBILE PERCENTAGE OF THE POPULATION USING MOBILE BANKING JAN 2018 MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 79.17 73.84 77.80 84.12 81.29
  112. 112. 112 USE THE ALARM CLOCK FUNCTION MANAGE DIARY OR APPOINTMENTS CHECK THE WEATHER TRACK HEALTH, DIET, OR ACTIVITY LEVELS JAN 2018 SMARTPHONE LIFE MANAGEMENT ACTIVITIESPERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED] TAKE PHOTOS OR VIDEOS CHECK THE NEWS READ E-BOOKS OR E-MAGAZINES MANAGE LISTS (E.G. SHOPPING, TASKS) SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 51% 25% 53% 8% 52% 52% 9% 19%
  113. 113. 113 JAN 2018 TOP APP RANKINGSRANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS # APP NAME DEVELOPER / COMPANY 01 02 03 04 05 06 07 08 09 10 RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS # APP NAME DEVELOPER / COMPANY 01 02 03 04 05 06 07 08 09 10 SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/ NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES. LINE LINE FACEBOOK FACEBOOK YAHOO! JAPAN WEATHER YAHOO JAPAN TWITTER TWITTER INSTAGRAM FACEBOOK YAHOO! JAPAN YAHOO JAPAN AMAZON AMAZON MCDONALD'S JAPAN MCDONALD'S JAPAN YAHOO! JAPAN TRANSIT YAHOO JAPAN FACEBOOK MESSENGER FACEBOOK LINE LINE YAHOO! JAPAN YAHOO JAPAN DELISH KITCHEN EVERY ABEMATV CYBERAGENT INSTAGRAM FACEBOOK MERCARI MERCARI SNOW SELFIE CAMERA NAVER KURASHIRU DELY YAHOO! JAPAN WEATHER YAHOO JAPAN TWITTER TWITTER
  114. 114. 114 HAS A BANK ACCOUNT HAS A CREDIT CARD MAKES AND / OR RECEIVES MOBILE PAYMENTS VIA GSMA MAKES ONLINE PURCHASES AND / OR PAYS BILLS ONLINE JAN 2018 FINANCIAL INCLUSION FACTORSPERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE PERCENTAGE OF WOMEN WITH A CREDIT CARD PERCENTAGE OF MEN WITH A CREDIT CARD PERCENTAGE OF WOMEN MAKING INTERNET PAYMENTS PERCENTAGE OF MEN MAKING INTERNET PAYMENTS SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. 97% 66% [N/A] 36% 71% 61% 35% 37%
  115. 115. 115 SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY VISITED AN ONLINE RETAIL STORE PURCHASED A PRODUCT OR SERVICE ONLINE MADE AN ONLINE PURCHASE VIA A LAPTOP OR DESKTOP COMPUTER JAN 2018 E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 72% 76% 63% 24% 24%
  116. 116. 116 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 E-COMMERCE SPEND BY CATEGORYTOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. $15.42 $19.82 $6.59 $19.20 BILLION BILLION BILLION BILLION $22.41 $6.57 $0.55 $10.66 BILLION BILLION BILLION BILLION
  117. 117. 117 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 E-COMMERCE GROWTH BY CATEGORYANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. +10% +8% +12% +10% +9% +11% -2% +2%
  118. 118. 118 TOTAL NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA E-COMMERCE PENETRATION OF CONSUMER GOODS E-COMMERCE (TOTAL POPULATION) AVERAGE ANNUAL REVENUE PER USER OF CONSUMER GOODS E-COMMERCE (ARPU) YEAR-ON-YEAR CHANGE: JAN 2018 E-COMMERCE DETAIL: CONSUMER GOODSAN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. VALUE OF THE CONSUMER GOODS E-COMMERCE MARKET (TOTAL ANNUAL SALES REVENUE) 82.29 65% $83.43 $1,014 MILLION BILLION +2% +9% +7%
  119. 119. 119 JAN 2018 ADVERTISING MEDIA: FIRST AWARENESSTHE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING. 46% 22% 11% 6% 4% 4% 2% 2% 1% ONLINE TELEVISION IN-STORE PRESS EMAIL OTHER POSTER DIRECT MAIL RADIO
  120. 120. 120 NORTH KOREA
  121. 121. 121 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 MOBILE CONNECTIONS vs. POPULATION: A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL IN NORTH KOREA 25.55 0.02 0.02 3.89 0.01 MILLION MILLION MILLION MILLION MILLION 61% 0.06% 0.06% 15% 0.03%
  122. 122. 122 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE CONNECTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 JAN 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. 0% 0% +3% 0% (UNCHANGED) (UNCHANGED) +117 THOUSAND (UNCHANGED)
  123. 123. 123 TOTAL POPULATION FEMALE POPULATION MALE POPULATION MEDIAN AGE JAN 2018 POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS ANNUAL CHANGE IN POPULATION SIZE POPULATION LIVING IN URBAN AREAS GDP PER CAPITA LITERACY (TOTAL) MALE LITERACY FEMALE LITERACY SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. 25.55 51.1% 48.9% +0.5% 34.2 MILLION YEARS OLD 61% $1,800 100% 100% 100%
  124. 124. 124 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2018 SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. 79% 19% 2% [N/A] -17% +317% +429% [N/A]
  125. 125. 125 TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) JAN 2018 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 3.89 15% 100% 0% 100% MILLION
  126. 126. 126 SOUTH KOREA
  127. 127. 127 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL IN SOUTH KOREA 51.07 47.35 43.04 43.06 43.04 MILLION MILLION MILLION MILLION MILLION 83% 93% 84% 84% 84%
  128. 128. 128 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS JAN 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. +4% +3% [N/A] +3% +2 MILLION +1 MILLION [N/A] +1 MILLION
  129. 129. 129 TOTAL POPULATION FEMALE POPULATION MALE POPULATION MEDIAN AGE JAN 2018 POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS ANNUAL CHANGE IN POPULATION SIZE POPULATION LIVING IN URBAN AREAS GDP PER CAPITA LITERACY (TOTAL) MALE LITERACY FEMALE LITERACY SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. 51.07 50.0% 50.0% +0.4% 42.3 MILLION YEARS OLD 83% $35,751 98% 97% 99%
  130. 130. 130 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET COMPUTER JAN 2018 DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED] TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 98% 92% 71% 19% 89% 11% 1% 6%
  131. 131. 131 AVERAGE DAILY TIME SPENT USING THE INTERNET VIA ANY DEVICE AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND) AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC JAN 2018 TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. 5H 04M 1H 12M 2H 51M 0H 45M
  132. 132. 132 BELIEVE THAT NEW TECHNOLOGIES OFFER MORE OPPORTUNITIES THAN RISKS PREFER TO COMPLETE TASKS DIGITALLY WHENEVER POSSIBLE BELIEVE DATA PRIVACY AND PROTECTION ARE VERY IMPORTANT DELETE COOKIES FROM INTERNET BROWSER TO PROTECT PRIVACY JAN 2018 ATTITUDES TOWARDS DIGITALHOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES USE AN AD-BLOCKING TOOL TO STOP ADVERTS BEING DISPLAYED SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. 43% 60% 84% 41% 27%
  133. 133. 133 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 43% 60% 84% 41% 27%
  134. 134. 134 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) INTERNET LIVE STATS JAN 2018 INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS CIA WORLD FACTBOOK SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. 47.01 47.35 43.27 45.91 MILLION MILLION MILLION MILLION
  135. 135. 135 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH JAN 2018 FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) 1 7 31 ? SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. 93% 5% 2% 0%
  136. 136. 136 AVERAGE INTERNET SPEED VIA FIXED CONNECTIONS AVERAGE INTERNET SPEED VIA MOBILE CONNECTIONS ACCESS THE INTERNET MOST OFTEN VIA A COMPUTER OR TABLET ACCESS EQUALLY VIA A SMARTPHONE AND COMPUTER OR TABLET JAN 2018 INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET ACCESS THE INTERNET MOST OFTEN VIA A SMARTPHONE SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. 132.52 42.97 3% 37% 56% MBPS MBPS
  137. 137. 137 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2018 SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. 52% 47% 1% 0.01% -17% +32% -30% [N/A]
  138. 138. 138 JAN 2018 ALEXA’S RANKING OF TOP WEBSITESRANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT # WEBSITE TIME PAGES 01 02 03 04 05 06 07 08 09 10 # WEBSITE TIME PAGES 11 12 13 14 15 16 17 18 19 20 SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. YOUTUBE.COM 8M 18S 4.79 GOOGLE.COM 7M 32S 8.56 NAVER.COM 15M 27S 11.31 GOOGLE.CO.KR 5M 05S 8.81 FACEBOOK.COM 10M 21S 4.00 DAUM.NET 9M 09S 6.40 BAIDU.COM 7M 31S 5.88 QQ.COM 4M 34S 3.84 TWITTER.COM 6M 21S 3.21 TISTORY.COM 3M 21S 2.81 YOUTUBE.COM 8M 18S 4.79 GOOGLE.COM 7M 32S 8.56 NAVER.COM 15M 27S 11.31 GOOGLE.CO.KR 5M 05S 8.81 FACEBOOK.COM 10M 21S 4.00 DAUM.NET 9M 09S 6.40 BAIDU.COM 7M 31S 5.88 QQ.COM 4M 34S 3.84 TWITTER.COM 6M 21S 3.21 TISTORY.COM 3M 21S 2.81
  139. 139. 139 USE A SEARCH ENGINE VISIT A SOCIAL NETWORK PLAY GAMES WATCH VIDEOS JAN 2018 WEEKLY ONLINE ACTIVITIES BY DEVICEPERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED] LOOK FOR PRODUCT INFORMATION SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SMARTPHONE: COMPUTER: SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. 79% 61% 22% 46% 35% 45% 23% 11% 20% 19%
  140. 140. 140 JAN 2018 TOP GOOGLE SEARCH QUERIES IN 2017RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017 # QUERY INDEX 01 02 03 04 05 06 07 08 09 10 # QUERY INDEX 11 12 13 14 15 16 17 18 19 20 SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). 네이버 100 토렌트 83 다음 67 구글 64 유튜브 52 날씨 37 밤 토끼 34 토렌트 킴 29 천사 27 마루 마루 26 영화 24 춘자 넷 21 GOOGLE 20 번역 20 YOUTUBE 18 번역기 17 페이스 북 17 애니 17 웹툰 15 NAVER 14
  141. 141. 141 WATCH ONLINE VIDEOS EVERY DAY WATCH ONLINE VIDEOS EVERY WEEK WATCH ONLINE VIDEOS EVERY MONTH WATCH ONLINE VIDEOS LESS THAN ONCE A MONTH JAN 2018 FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE) NEVER WATCH ONLINE VIDEOS 1 7 31 365 X SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 44% 19% 7% 1% 29%
  142. 142. 142 REGULAR TELEVISION ON A TV SET RECORDED CONTENT ON A TV SET CATCH-UP / ON-DEMAND SERVICE ON TV SET ONLINE CONTENT STREAMED ON A TV SET JAN 2018 HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT ONLINE CONTENT STREAMED ON ANOTHER DEVICE SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. 82% 7% 10% 22% 24%
  143. 143. 143 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION JAN 2018 SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 43.04 84% 43.04 84% MILLION MILLION

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