SOCIAL, DIGITAL
AND MOBILE IN
PAKISTAN
JANUARY 2013
we are social

FOR FURTHER INFORMATION AND OTHER
REPORTS IN THE #SDMW SERIES, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SAYHELLO@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
WEARESOCIAL.SG
3

JAN
2013 PAKISTAN
190,291,000 36% 64%
TOTAL POPULATION URBAN RURAL
29,128,970 15%
INTERNET USERS INTERNET PENETRATION
8,007,460 4%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
119,860,800 63%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
3
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED DEC 2012); SOCIAL NETWORKS: FACEBOOK (JAN 2013); MOBILE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012)

CURRENT POPULATION OF PAKISTAN:
190,291,000
SOURCE: THE US CENSUS BUREAU (OCT 2012) 4

NUMBER OF PEOPLE ADDED
TO PAKISTAN’S POPULATION IN 2012:
3,000,000
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (DEC 2012) 5

THAT EQUATES TO A NEW BABY BORN
EVERY 11 SECONDS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (DEC 2012) 6

ANNUAL GROWTH OF
PAKISTAN’S POPULATION:
1.6%
SOURCE: US CENSUS BUREAU (DEC 2012) 7

67%
OF PAKISTAN’S POPULATION
IS UNDER THE AGE OF 30
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 8

35%
0F PAKISTAN’S POPULATION
IS BELOW THE AGE OF 15
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 9

64%
0F PAKISTAN’S POPULATION
LIVES IN RURAL AREAS
SOURCES: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012); AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2O11) 10

NUMBER OF INTERNET USERS IN PAKISTAN:
29,128,970
SOURCE: INTERNETWORLDSTATS (ACCESSED DEC 2012) 11

INTERNET PENETRATION
IN PAKISTAN:
15%
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (ACCESSED DEC 2012); AND THE US CENSUS BUREAU (OCT 2012) 12

NUMBER OF BROADBAND
SUBSCRIPTIONS IN PAKISTAN:
2,000,000
SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 13

BROADBAND PENETRATION
IN PAKISTAN:
7%
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (DEC 2011), AND PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 14

BROADBAND SUBSCRIPTIONS
IN PAKISTAN INCREASED BY
43%
IN THE 12 MONTHS
TO MAY 2012
SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 15

80%
OF PAKISTAN’S NETIZENS SPEND MORE
THAN ONE HOUR ONLINE PER DAY
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 16

THE AVERAGE ONLINE SESSION IN PAKISTAN:
3 5
WEBSITES MINUTES
SOURCE: EFFECTIVE MEASURE (MAY 2012) 17

DEVICES USED TO ACCESS
THE INTERNET IN PAKISTAN
55% 50% 30%
LAPTOP DESKTOP SMARTPHONE
SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) 18

60%
OF PAKISTANI NETIZENS
INTERACT WITH BRANDS ONLINE
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 19

NUMBER OF SOCIAL MEDIA
USERS IN PAKISTAN:
8,007,640
SOURCE: SOCIALBAKERS (JAN 2013) 20

SOCIAL MEDIA
PENETRATION IN PAKISTAN:
4%
SOURCES: BASED ON DATA FROM SOCIALBAKERS (JAN 2013) AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 21

28%
OF PAKISTAN’S SOCIAL MEDIA USERS
USE MORE THAN ONE SOCIAL PLATFORM
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 22

FAVOURITE SOCIAL MEDIA
AMONGST PAKISTAN’S NETIZENS
53% 25% 14%
FACEBOOK YOUTUBE GOOGLE+
SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) 23

69%
OF SOCIAL MEDIA USERS
IN PAKISTAN ARE MALE
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 24

THE NUMBER OF FACEBOOK
USERS IN PAKISTAN HAS GROWN BY
1,379,360
IN THE PAST 6 MONTHS
SOURCE: SOCIALBAKERS (DEC 2012) 25

(!
THAT’S ONE NEW FACEBOOK
USER EVERY 12 SECONDS )!
SOURCE: BASED ON DATA FROM SOCIALBAKERS (DEC 2012) 26

65%
OF PAKISTAN’S FACEBOOK USERS
ARE UNDER THE AGE OF 25
SOURCE: FACEBOOK AD MANAGER (ACCESSED SEP 2012) 27

OCT
2012 FACEBOOK IN PAKISTAN
55-64:
1% 65+:
1%
45-54:
2%
35--44:
6% 13-17:
15%
FEMALE:
31%
25-34:
26%
MALE:
18-24: 69%
50%
SOURCE: FACEBOOK AD MANAGER (ACCESSED OCT 2012) 28

72%
OF PAKISTAN’S FACEBOOK
USERS LOG IN EVERY DAY
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 29

PAKISTANIS SPEND AN AVERAGE OF
40 MINUTES
PER DAY ON FACEBOOK
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 30

(!
THAT EQUATES TO ABOUT 10 FULL DAYS
ON FACEBOOK PER USER, PER YEAR )!
SOURCE: BASED ON DATA FROM B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 31

PAKISTANIS SPENT MORE THAN
220,000
YEARS ON FACEBOOK IN 2012
SOURCE: BASED ON DATA FROM SOCIALBAKERS (DEC 2012), AND B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 32

50%
OF PAKISTAN’S FACEBOOK USERS
LOG ON BETWEEN 6PM AND MIDNIGHT
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 33

43%
OF FACEBOOK USERS ACCESS THE WEBSITE
FROM MORE THAN ONE KIND OF DEVICE
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 34

PAKISTAN’S FACEBOOK
USERS HAVE AN AVERAGE OF
135
FACEBOOK FRIENDS
SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) 35

53%
OF PAKISTAN’S FACEBOOK USERS ARE IN
THE TOP 10% OF HOUSEHOLDS BY INCOME
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 36

60%
OF PAKISTAN’S FACEBOOK USERS INTERACT
WITH BRANDS ON THE PLATFORM
SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) 37

1 IN 5
PAKISTANI FACEBOOK USERS MAKE PURCHASE
DECISIONS THAT ARE INFLUENCED BY FACEBOOK
SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) 38

JAN
2013 TOP FACEBOOK PAGES IN PAKISTAN
# FACEBOOK PAGE ‘LIKES’
01 OLX PAKISTAN 1,261,471
02 NOKIA PAKISTAN 1,135,751
03 UFONE 1,049,844
04 ZONG 769,961
05 U.S. EMBASSY PAKISTAN 710,909
06 14TH STREET PIZZA CO. 625,714
07 GUL AHMED FASHION 608,036
08 STYLO SHOES 558,702
09 CADBURY DAIRY MILK 534,142
10 MARIA.B 528,828
SOURCE: SOCIALBAKERS (JAN 2013) 39

17%
OF PAKISTANI NETIZENS REGULARLY CLICK
ON ADVERTISEMENTS ON SOCIAL MEDIA SITES
SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) 40

71%
OF PAKISTAN’S NETIZENS NEVER CLICK ADS
ON SOCIAL NETWORKING WEBSITES
SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) 41

33%
OF PAKISTAN’S FACEBOOK USERS
ACCESS THE SITE VIA SMARTPHONES
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 42

30%
OF PAKISTAN’S FACEBOOK USERS ACCESS THE
PLATFORM VIA MOBILE APPS EVERY SINGLE DAY
SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (JUL 2012) 43

NUMBER OF TWITTER USERS IN PAKISTAN:
1,900,000
SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 44

NUMBER OF LINKEDIN USERS IN PAKISTAN:
1,200,000
SOURCE: SOCIALBAKERS (SEP 2012) 45

LINKEDIN PENETRATION IN PAKISTAN:
0.68%
SOURCE: SOCIALBAKERS (SEP 2012) 46

DAILY UNIQUE VISITORS TO
YOUTUBE FROM PAKISTAN
1,400,000
SOURCE: MVF GLOBAL 47

NUMBER OF PAKISTANIS
USING PINTEREST:
115,000
SOURCE: B SOLUTIONS, AS CITED IN TRIBUNE (SEP 2012) 48

MOBILE SUBSCRIBERS IN PAKISTAN:
119,860,800
SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 49

(! PAKISTAN IS THE FIFTH LARGEST
MOBILE PHONE MARKET IN ASIA )!
SOURCE: SYBASE 365, AS CITED IN DEVELOPINGTELECOMS (JUL 2012) 50

MOBILE SUBSCRIPTIONS IN
PAKISTAN INCREASED BY AN AVERAGE OF
46,500
EVERY SINGLE DAY IN 2012
SOURCE: BASED ON DATA FROM PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 51

(! THAT’S ONE NEW MOBILE
SUBSCRIPTION EVERY 2 SECONDS )!
SOURCE: BASED ON DATA FROM PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 52

FIXED LINE TELEPHONY
PENETRATION IN PAKISTAN:
1.7%
SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 53

3G SUBSCRIBERS IN PAKISTAN:
500,000
SOURCE: BUSINESS MONITOR INTERNATIONAL, AS CITED IN DEVELOPINGTELECOMS (JAN 2012) 54

3G PENETRATION IN PAKISTAN:
0.4%
SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL; AND PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 55

MOBILE INTERNET
USERS IN PAKISTAN:
15,000,000
SOURCE: ISPAK (APR 2012) 56

64%
OF PAKISTANIS HAVE POTENTIAL INTERNET
CONNECTIONS VIA THEIR MOBILE PHONES
SOURCE: PAKISTAN GOVERNMENT REPORT, AS CITED IN THE GUARDIAN (MAY 2012) 57

MOBILE ACCOUNTS FOR
15%
OF INTERNET USAGE IN PAKISTAN
SOURCE: STATSCOUNTER (MAR 2012), AS CITED IN PROPAKISTANI.PK (MAY 2012) 58

75%
OF MOBILE INTERNET USE IN PAKISTAN
ORIGINATES FROM PHONES RUNNING SYMBIAN
SOURCE: STATSCOUNTER (MAR 2012), AS CITED IN PROPAKISTANI.PK (MAY 2012) 59

80%
OF MOBILE USERS IN PAKISTAN HAVE
PHONES THAT COST LESS THAN $100
SOURCE: NOKIA, AS CITED IN AURORAMAG (SEP 2012) 60

NUMBER OF MOBILE BANKING
ACCOUNTS IN PAKISTAN:
1,450,000
SOURCE: STATE BANK OF PAKISTAN (SEP 2012) 61

ANNUAL GROWTH OF MOBILE
BANKING USE IN PAKISTAN:
37%
SOURCE: STATE BANK OF PAKISTAN (SEP 2012) 62

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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

WE ARE SOCIAL SINGAPORE
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG