Digital in 2017: Southern Europe

Digital in 2017: Southern Europe
1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTHERN EUROPE
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3 COUNTRIES COVERED IN DETAIL IN THIS REPORT 01 ALBANIA 05 GIBRALTAR 09 MACEDONIA 13 SAN MARINO 02 ANDORRA 06 GREECE 10 MALTA 14 SERBIA 03 BOSNIA & HERZEGOVINA 07 ITALY 11 MONTENEGRO 15 SLOVENIA 04 CROATIA 08 KOSOVO 12 PORTUGAL 16 SPAIN 9 5 4 10 15 7 12 8 13 1 16 6 2 3 11 14
4 EUROPEAN COUNTRIES BY REGIONAL REPORT WESTERN EUROPE NORTHERN EUROPE SOUTHERN EUROPE EASTERN EUROPE AUSTRIA DENMARK ALBANIA BELARUS BELGIUM ESTONIA ANDORRA BULGARIA FRANCE FAEROE ISLANDS BOSNIA & HERZEGOVINA CZECH REPUBLIC GERMANY FINLAND CROATIA HUNGARY LIECHTENSTEIN GUERNSEY GIBRALTAR MOLDOVA LUXEMBOURG ICELAND GREECE POLAND MONACO IRELAND ITALY ROMANIA NETHERLANDS ISLE OF MAN KOSOVO RUSSIAN FEDERATION SWITZERLAND JERSEY MACEDONIA SLOVAKIA LATVIA MALTA UKRAINE LITHUANIA MONTENEGRO NORWAY PORTUGAL SWEDEN SAN MARINO UNITED KINGDOM SERBIA SLOVENIA SPAIN 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION WESTERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION NORTHERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTHERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION EASTERN EUROPE
5 2017 GLOBAL OVERVIEW 2017 DIGITAL YEARBOOK NORTHERN AMERICA CENTRAL AMERICA SOUTH AMERICA THE CARIBBEAN WESTERN EUROPE NORTHERN EUROPE SOUTHERN EUROPE NORTHERN AFRICA MIDDLE AFRICA WESTERN AFRICA EASTERN AFRICA SOUTHERN AFRICA WESTERN ASIA CENTRAL ASIA SOUTHERN ASIA EASTERN ASIA SOUTHEAST ASIA ANZ & PACIFIC EASTERN EUROPE CLICK THE COVER IMAGES BELOW TO ACCESS THE FULL SET OF RESOURCES IN OUR 2017 GLOBAL DIGITAL REPORTS SUITE 1 2017 DIGITAL YEARBOOK INTERNET, SOCIAL MEDIA, AND MOBILE DATA FOR 239 COUNTRIES AROUND THE WORLD 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION NORTHERN AMERICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION CENTRAL AMERICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION THE CARIBBEAN 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTH AMERICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION WESTERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION NORTHERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTHERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION EASTERN EUROPE 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION NORTHERN AFRICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION WESTERN AFRICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION MIDDLE AFRICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION EASTERN AFRICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTHERN AFRICA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION CENTRAL ASIA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTHERN ASIA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION SOUTHEAST ASIA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION EASTERN ASIA 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION ANZ & PACIFIC 1 DIGITAL IN 2017 GLOBAL OVERVIEWA COLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD 1 DIGITAL IN 2017: A STUDY OF INTERNET, SOCIAL MEDIA, AND MOBILE USE THROUGHOUT THE REGION WESTERN ASIA
6 GLOBAL OVERVIEW
7 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS BILLION BILLION BILLION BILLION BILLION URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. GLOBAL DIGITAL SNAPSHOTJAN 2017 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS 7.476 3.773 2.789 4.917 2.549 54% 50% 37% 66% 34%
8 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE FEB 2016 SINCE JAN 2016 JAN 2017 ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +10% +21% +5% +30% +354 MILLION +482 MILLION +222 MILLION +581 MILLION
9 DIGITAL USER DISTRIBUTION BY REGIONJAN 2017 EACH REGION’S SHARE OF THE WORLD’S POPULATION, GLOBAL INTERNET AND SOCIAL MEDIA USERS, AND GLOBAL MOBILE CONNECTIONS TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA ACCOUNTS MOBILE CONNECTIONS 5% 8% 8% 5% 3% 4% 3% 3% 6% 9% 7% 7% 6% 8% 9% 7% 3% 3% 4% 4% 16% 6% 10% 13% 6% 7% 8% 8% 1% <1% 1% 1% 22% 33% 24% 22% 24% 9% 16% 19% 9% 11% 9% 11% 1% 1% 1% 1% NORTH AMERICA CENTRAL AMERICA WEST EUROPE MIDDLE EAST AFRICA EAST EUROPE CENTRAL ASIA SOUTH ASIA EAST ASIA SOUTHEAST ASIA OCEANIA SOUTH AMERICA SOURCES: POPULATION: UNITED NATIONS; US CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; SOCIAL MEDIA: FACEBOOK, TENCENT, VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; SIMILARWEB; MAIL.RU; DING; WE ARE SOCIAL ANALYSIS AND EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; WE ARE SOCIAL ANALYSIS AND EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
10 JAN 2017 GLOBAL INTERNET USE AND PENETRATIONINTERNET AND MOBILE INTERNET USER NUMBERS COMPARED TO POPULATION SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; GOVERNMENT REGULATORY AUTHORITIES; TENCENT, VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATIONS OF ALL THE ABOVE. 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 BILLION BILLION 3.773 50% 3.448 46%
11 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 45% 50% 5% 0.12% -20% +30% -5% +33%
12 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 2017 SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY BILLION BILLION SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA. 2.789 37% 2.549 34%
13 ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN 2017 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2017. *NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE. **NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY BUSINESS INSIDER IN JUNE 2016, BASED ON DAILY ACTIVE USERS. SOCIAL NETWORK MESSENGER / CHAT APP / VOIP DATA CORRECT TO: 27 JANUARY 2017 1,871 1,000 1,000 1,000 877 846 632 600 550 317 300 300 300 297 217 150 122 106 100 100 100 90 49 FACEBOOK FB MESSENGER WHATSAPP YOUTUBE QQ WECHAT QZONE INSTAGRAM TUMBLR* TWITTER BAIDU TIEBA* SKYPE SNAPCHAT** SINA WEIBO LINE PINTEREST YY LINKEDIN BBM* TELEGRAM VIBER* VKONTAKTE KAKAOTALK
14 TOTAL GLOBAL CONNECTIONS (ALL DEVICES)* CONNECTIONS USED ON SMART- PHONE DEVICES SHARE OF SMART- PHONE CONNECTIONS vs. TOTAL CONNECTIONS CONNECTIONS USED ON FEATURE- PHONE DEVICES JAN 2017 MOBILE CONNECTIONS BY DEVICEBASED ON GLOBAL SMARTPHONE CONNECTIONS COMPARED TO TOTAL GLOBAL MOBILE CONNECTIONS SHARE OF FEATURE- PHONE CONNECTIONS vs. TOTAL CONNECTIONS BILLION BILLION BILLION SOURCES: GSMA INTELLIGENCE, Q4 2016 & Q1 2017; ERICSSON MOBILITY REPORT, NOVEMBER 2016. *NOTE: TOTAL GLOBAL CONNECTIONS INCLUDE APPROXIMATELY 250 MILLION MOBILE CONNECTIONS (3.3% OF THE TOTAL) USED BY PCS, TABLETS, AND MOBILE ROUTER DEVICES. 8.05 4.42 55% 3.38 42%
15 JAN 2017 GLOBAL E-COMMERCE REVENUESTOTAL VALUE OF THE CONSUMER (B2C) E-COMMERCE MARKET, AND AVERAGE E-COMMERCE REVENUE PER USER BILLION TRILLION TOTAL VALUE OF GLOBAL E-COMMERCE MARKET IN 2016 (IN US$) AVERAGE ANNUAL E-COMMERCE REVENUE PER USER IN 2016 (IN US$) SOURCES: EXTRAPOLATED FROM STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, JANUARY 2017; AND DATA FROM EMARKETER. NOTE: PENETRATION FIGURES REPRESENT PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. NUMBER OF PEOPLE PURCHASING VIA E-COMMERCE E-COMMERCE PENETRATION (NUMBER OF PURCHASERS vs. TOTAL POPULATION) 1.61 22% $1.915 $1,189
16 HOOTSUITE’S PERSPECTIVE: 2017 TRENDS Social catches up with search for discovery. Search is still king for helping consumers research and evaluate products and services, but social is starting to rival search for discovery, especially among younger buyers. Social commerce shows new promise. Social commerce has been hyped before. However, adoption in APAC and new features by Instagram and Pinterest makes this an inevitable evolution in consumer behaviour on social. Dark social rising. Fueled by mobile and messaging, dark social is gaining ground. Dark social is critical for marketers to understand, as if you only track social traffic with traditional web analytics, you’re drastically underreporting the value that social delivers to your business. Video ignites social advertising. Last year, we saw the domination of social video. The next evolution is to combine the emotional power of social video with the scale and reach of social advertising. Organisations turn to connected workforces. Organisations are increasingly investing in the online reach and customer influence of their workforces with employee advocacy, social selling, and digital skills training. Click here to download our 2017 Social Media Trends Toolkit to align your 2017 social strategy with the year’s top social network trends.
17 DIGITAL IN 2017: WE ARE SOCIAL’S ANALYSIS With more than half of the world’s population now online, including billions of people using social platforms, it’s clear that digital and social should be a central part of every brand’s toolkit. The top marketing priority now is to integrate digital marketing and social thinking into everything that our brands do, from products and services, to creating more compelling digital communication, and even finding new pricing, distribution, and innovation strategies that take full advantage of our ever-more connected world. Marketers should explore: Contextual reach: which websites, platforms, apps, and connected services do your audiences use? Which have the greatest relevance to your brand and its activities? Engagement: what motivates your audiences to use these digital properties? How can you use content to inform, educate, or entertain them in ways that will add value to their lives? Conversion: how can you take advantage of opportunities like e-commerce and social selling to help audiences complete their ‘buyer’s journey’, and enjoy your brand’s benefits wherever and whenever they want?
18 CLICK HERE TO READ OUR FULL GLOBAL OVERVIEW REPORT, TOGETHER WITH OUR IN-DEPTH ANALYSIS AND INSIGHTS 1 DIGITAL IN 2017 GLOBAL OVERVIEWA COLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD
19 COUNTRY PROFILES
20 ALBANIA
21 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. ALBANIA 2.91 1.84 1.50 4.75 1.30 59% 63% 52% 163% 45%
22 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +1% +15% -5% +18% +24 THOUSAND +200 THOUSAND -229 THOUSAND +200 THOUSAND
24 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE PERCENTAGE OF FACEBOOK USERS USING FACEBOOK EACH DAY JAN 2017 FACEBOOK USAGE ANALYSISA BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER 1 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 1.50 87% 53% 36% 64% MILLION
25 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 2017 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCES: GSMA INTELLIGENCE, Q4 2016. 4.75 163% 95% 6% 31% MILLION
26 ANDORRA
27 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. ANDORRA 68.95 65.91 49.00 74.29 43.00 84% 96% 71% 108% 62%
28 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. [N/A] +26% +7% +26% SOURCE CORRECTION +10 THOUSAND +5 THOUSAND +9 THOUSAND
30 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE PERCENTAGE OF FACEBOOK USERS USING FACEBOOK EACH DAY JAN 2017 FACEBOOK USAGE ANALYSISA BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER 1 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 49.00 88% 65% 50% 50% THOUSAND
31 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 2017 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCES: GSMA INTELLIGENCE, Q4 2016. 74.29 108% 22% 78% 88% THOUSAND
32 BOSNIA & HERZEGOVINA
33 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. BOSNIA & HERZEGOVINA 3.80 2.63 1.70 3.40 1.40 40% 69% 45% 90% 37%
34 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 0% +6% -5% +17% (UNCHANGED) +100 THOUSAND -161 THOUSAND +200 THOUSAND
35 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 53% 44% 3% 0.03% -35% +198% +1% -40%
38 CROATIA
39 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. CROATIA 4.22 3.17 2.00 4.78 1.60 59% 75% 47% 113% 38%
40 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 0% +11% -6% +7% (UNCHANGED) +200 THOUSAND -300 THOUSAND +100 THOUSAND
41 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET COMPUTER JAN 2017 DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 93% 65% 67% 25% 95% 7% 2% 2%
42 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) INTERNET LIVE STATS JAN 2017 INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS CIA WORLD FACTBOOK MILLION MILLIONMILLION MILLION SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK. 3.17 2.94 3.13 2.90
43 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH JAN 2017 FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) 1 7 31 ? SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 90% 7% 2% 1%
44 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 2017 INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS (IN KBPS), AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET ACCESS THE INTERNET MOST OFTEN VIA A SMARTPHONE KBPS KBPS SOURCES: AKAMAI STATE OF THE INTERNET REPORT, Q3 2016; GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 7,844 7,642 29% 43% 22%
45 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 64% 33% 3% 0.13% -14% +49% -6% -50%
46 CHECK EMAIL VISIT A SOCIAL NETWORK USE A SEARCH ENGINE LOOK FOR PRODUCT INFORMATION JAN 2017 WEEKLY ONLINE ACTIVITIES BY DEVICESURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY LISTEN TO MUSIC SMARTPHONE: COMPUTER: TABLET: SMARTPHONE: COMPUTER: TABLET: SMARTPHONE: COMPUTER: TABLET: SMARTPHONE: COMPUTER: TABLET: SMARTPHONE: COMPUTER: TABLET: SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 51% 52% 61% 30% 25% 59% 52% 72% 38% 31% 10% 12% 19% 7% 7%
47 WATCH ONLINE VIDEOS EVERY DAY WATCH ONLINE VIDEOS EVERY WEEK WATCH ONLINE VIDEOS EVERY MONTH WATCH ONLINE VIDEOS LESS THAN ONCE A MONTH JAN 2017 FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE) NEVER WATCH ONLINE VIDEOS 1 7 31 ? X SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 47% 23% 9% 5% 16%
48 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 2017 HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT ONLINE CONTENT STREAMED ON ANOTHER DEVICE SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 92% 13% 9% 15% 17%
49 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 2017 SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY MILLION MILLION SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 2.00 47% 1.60 38%
52 GIBRALTAR
53 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. GIBRALTAR 32.42 25.00 25.00 40.06 22.00 100% 77% 77% 124% 68%
54 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +4% +4% +2% +5% +1 THOUSAND +1 THOUSAND +1 THOUSAND +1 THOUSAND
55 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 89% 7% 4% 0.15% +36% -69% -67% -29%
58 GREECE
59 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. GREECE 10.91 7.29 5.30 18.41 4.40 78% 67% 49% 169% 40%
72 ITALY
73 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. ITALY 59.80 39.21 31.00 76.74 28.00 69% 66% 52% 128% 47%
74 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +4% +11% -4% +17% +2 MILLION +3 MILLION -4 MILLION +4 MILLION
76 AVERAGE DAILY USE OF THE INTERNET VIA A PC OR TABLET AVERAGE DAILY USE OF THE INTERNET VIA A MOBILE PHONE AVERAGE DAILY USE OF SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TELEVISION VIEWING TIME JAN 2017 TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 6H 10M 2H 08M 2H 00M 2H 25M
77 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 2017 INTERNET USEBASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE MILLION MILLION SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU), INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; GLOBALWEBINDEX, Q3 & Q4 2016. NOTE: GLOBALWEBINDEX DATE IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 39.21 66% 27.25 46%
81 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 63% 31% 6% 0.21% -14% +44% +8% +24%
86 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE PERCENTAGE OF FACEBOOK USERS USING FACEBOOK EACH DAY JAN 2017 FACEBOOK USAGE ANALYSISA BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER 1 MILLION SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 31.00 90% 74% 48% 52%
87 JAN 2017 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CHAT APP / VOIP SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 57% 55% 48% 33% 28% 25% 25% 19% 19% 15% 11% 10% YOUTUBE FACEBOOK WHATSAPP FB MESSENGER INSTAGRAM TWITTER GOOGLE+ LINKEDIN SKYPE PINTEREST TUMBLR SNAPCHAT
88 AGE TOTAL FEMALE MALE TOTAL 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ FEMALE MALE 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 PROFILE OF FACEBOOK USERSBREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS JAN 2017 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. 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. 0.6 2.6 3.3 3.3 2.9 1.6 0.70.6 3.0 3.7 3.4 3.0 1.6 1.1 31,000,000 48% 52% 1,130,000 2% 2% 5,530,000 8% 9% 7,030,000 11% 12% 6,720,000 11% 11% 5,820,000 9% 9% 3,130,000 5% 5% 1,810,000 2% 3%
89 NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET) MOBILE PENETRATION (UNIQUE USERS vs. TOTAL POPULATION) NUMBER OF MOBILE CONNECTIONS (SUBSCRIPTIONS) MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION JAN 2017 MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS / SUBSCRIPTIONS AVERAGE NUMBER OF CONNECTIONS PER UNIQUE MOBILE USER MILLION MILLION SOURCES: UNIQUE MOBILE USERS: EXTRAPOLATION OF DATA FROM GSMA INTELLIGENCE, EMARKETER, AND ERICSSON; MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2016. 50.77 85% 76.74 128% 1.51
90 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 2017 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCES: GSMA INTELLIGENCE, Q4 2016. 76.74 128% 81% 19% 77%
91 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS JAN 2017 GSMA 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 SOURCES: GSMA INTELLIGENCE, Q4 2016. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ 74.30 67.63 72.37 81.21 76.67
92 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 2017 MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 51% 61% 36% 25% 41%
93 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 2017 E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 56% 59% 46% 38% 23%
94 NUMBER OF PEOPLE PURCHASING VIA E-COMMERCE E-COMMERCE PENETRATION (NUMBER OF PURCHASERS vs. TOTAL POPULATION) TOTAL VALUE OF NATIONAL E-COMMERCE MARKET IN 2016 (IN US$) AVERAGE ANNUAL E-COMMERCE REVENUE PER USER IN 2016 (IN US$) JAN 2017 E-COMMERCE REVENUESTOTAL VALUE OF THE CONSUMER (B2C) E-COMMERCE MARKET, AND AVERAGE E-COMMERCE REVENUE PER USER MILLION BILLION SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, JANUARY 2017. NOTE: NUMBERS HAVE BEEN REBASED TO SHOW PENETRATION AGAINST TOTAL POPULATION. 18.09 30% $10.0 $555
95 KOSOVO
96 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. KOSOVO 1.88 1.52 0.96 1.76 0.87 39% 81% 51% 94% 46%
97 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. 0% +68% +14% +78% (UNCHANGED) +390 THOUSAND +219 THOUSAND +380 THOUSAND
100 MACEDONIA
101 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. MACEDONIA 2.08 1.47 1.10 2.36 0.92 59% 70% 53% 113% 44%
102 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +4% +10% 0% +12% +50 THOUSAND +100 THOUSAND -11 THOUSAND +100 THOUSAND
106 MALTA
107 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. MALTA 420.1 334.1 330.0 638.1 290.0 96% 80% 79% 152% 69%
112 MONTENEGRO
113 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. MONTENEGRO 626.2 404.3 350.0 1,010 290.0 64% 65% 56% 161% 46%
114 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +6% +9% -0.4% +12% +22 THOUSAND +30 THOUSAND -4 THOUSAND +30 THOUSAND
115 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 57% 40% 3% 0.03% -18% +48% -9% -50%
118 PORTUGAL
119 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. PORTUGAL 10.28 7.20 6.10 15.18 5.20 64% 70% 59% 148% 51%
122 AVERAGE DAILY USE OF THE INTERNET VIA A PC OR TABLET AVERAGE DAILY USE OF THE INTERNET VIA A MOBILE PHONE AVERAGE DAILY USE OF SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TELEVISION VIEWING TIME JAN 2017 TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 6H 17M 1H 55M 2H 18M 2H 07M
123 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 2017 INTERNET USEBASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE MILLION MILLION SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU), INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; GLOBALWEBINDEX, Q3 & Q4 2016. NOTE: GLOBALWEBINDEX DATE IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 7.20 70% 6.93 67%
127 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 84% 12% 4% 0.24% 0% +15% -23% -38%
132 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE PERCENTAGE OF FACEBOOK USERS USING FACEBOOK EACH DAY JAN 2017 FACEBOOK USAGE ANALYSISA BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER 1 MILLION SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 6.10 85% 72% 51% 49%
133 JAN 2017 MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CHAT APP / VOIP SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 64% 63% 41% 32% 27% 27% 25% 25% 24% 21% 16% 13% FACEBOOK YOUTUBE FB MESSENGER INSTAGRAM GOOGLE+ WHATSAPP SKYPE TWITTER LINKEDIN PINTEREST SNAPCHAT TUMBLR
134 AGE TOTAL FEMALE MALE TOTAL 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ FEMALE MALE 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 PROFILE OF FACEBOOK USERSBREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS JAN 2017 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. 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. 6,100,000 51% 49% 320,000 6% 5% 1,160,000 18% 20% 1,380,000 22% 24% 1,410,000 24% 23% 950,000 16% 15% 550,000 10% 8% 310,000 5% 6% 169 549 665 723 491 289 145150 607 723 694 462 260 173
136 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS JAN 2017 GSMA 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 SOURCES: GSMA INTELLIGENCE, Q4 2016. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ 74.00 68.91 71.89 82.44 73.40
137 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 2017 MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 48% 66% 49% 26% 36%
138 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 2017 E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. 60% 56% 39% 33% 15%
139 SAN MARINO
140 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. SAN MARINO 32.03 17.20 8.50 4.07 7.20 94% 54% 27% 13% 22%
141 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +1% -2% +1% 0% +200 -200 +50 (UNCHANGED)
143 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE PERCENTAGE OF FACEBOOK USERS USING FACEBOOK EACH DAY JAN 2017 FACEBOOK USAGE ANALYSISA BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER 1 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2017. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 8,500 85% 80% 46% 54%
144 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 2017 MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS) SOURCES: GSMA INTELLIGENCE, Q4 2016. 4,070 13% 58% 42% [N/A]
145 SERBIA
146 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. SERBIA 8.79 5.74 3.40 9.51 2.70 56% 65% 39% 108% 31%
147 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +22% -6% -2% 0% +1 MILLION -200 THOUSAND -228 THOUSAND (UNCHANGED)
148 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET COMPUTER JAN 2017 DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2017. 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. 92% 51% 60% 16% 93% 4% 1% [N/A]
159 SLOVENIA
160 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. SLOVENIA 2.07 1.51 0.96 2.24 0.78 50% 73% 46% 108% 38%
161 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +1% +13% -4% +18% +12 THOUSAND +110 THOUSAND -99 THOUSAND +120 THOUSAND
166 LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES YEAR-ON-YEAR CHANGE: JAN 2017 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 2017. 75% 21% 4% 0.04% -7% +39% -9% 0%
173 SPAIN
174 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS MILLION MILLION MILLION MILLION MILLION URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: JAN 2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. SPAIN 46.07 37.87 25.00 50.91 22.00 80% 82% 54% 111% 48%
175 INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 JAN 2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016) ANNUAL DIGITAL GROWTH SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +6% +14% +4% +16% +2 MILLION +3 MILLION +2 MILLION +3 MILLION

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