Digital 2020: Essential Insights into How People Around the World Use the Internet

DIGITAL2020
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
OCTOBER GLOBAL STATSHOT REPORT

CLICK HERE TO READ OUR DIGITAL 2020
GLOBAL OVERVIEW REPORT, WITH MORE
THAN 200 PAGES OF ESSENTIAL CHARTS
AND INSIGHTS FROM AROUND THE WORLD
CLICK HERE TO READ OUR DIGITAL 2020
GLOBAL DIGITAL YEARBOOK, WITH
ESSENTIAL HEADLINE DIGITAL DATA
FOR EVERY COUNTRY IN THE WORLD
GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE
DIGITAL2020 DIGITAL2020
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
GLOBAL DIGITAL YEARBOOK

GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS

!
Changes to data sources, underlying data, and reporting methodologies mean that various figures in this
report will not be comparable to similar figures that we published in previous Global Digital Reports.
Wherever such changes affect data in this report, we have included a  COMPARABILITY ADVISORY
in the footnotes of each relevant slide. These changes relate to either (1) a source change, where we
have substantially changed the data sources that we use to inform data points; or (2) a base change,
where either we or our data providers have made material changes to the ways in which we and / or
they collect and / or report underlying data. Wherever such changes occur, we have also endeavoured
to re-base the historical data we use for annual or quarterly growth figures, but where we have been
unable to re-base historical data, we have included an advisory in the footnotes of each relevant slide.
IMPORTANT NOTES ON CHANGES TO DATA

7
OCT
2020
SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’
SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN OCTOBER 2020).
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
URBANISATION: PENETRATION: PENETRATION: PENETRATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
7.81 5.20 4.66 4.14
BILLION BILLION BILLION BILLION
56% 67% 60% 53%
DIGITAL AROUND THE WORLD IN OCTOBER 2020
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE

8
OCT
2020
SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’
SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN OCT 2020).
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
OCT 2020 vs. OCT 2019 OCT 2020 vs. OCT 2019 OCT 2020 vs. OCT 2019 OCT 2020 vs. OCT 2019
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+1.0% +2.0% +7.4% +12.3%
+81 MILLION +102 MILLION +321 MILLION +453 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION

9
OCT
2020
SOURCE: GLOBALWEBINDEX (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND
CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY.
USING THE
INTERNET
USING
SOCIAL MEDIA
WATCHING
TELEVISION*
LISTENING TO MUSIC
STREAMING SERVICES
USING A
GAMES CONSOLE
6H 55M 2H 29M 3H 29M 1H 34M 1H 14M
DAILY TIME SPENT WITH MEDIA
THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
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index

11
OCT
2020
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; APJII; CNNIC; UNITED NATIONS (ALL LATEST AVAILABLE DATA
IN OCTOBER 2020). TIME SPENT DATA FROM GLOBALWEBINDEX (Q2 2020), BASED ON A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
 COMPARABILITY ADVISORY: SOURCE CHANGES.
TOTAL NUMBER
OF GLOBAL
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF TOTAL
GLOBAL POPULATION
ANNUAL GROWTH
IN THE NUMBER OF
GLOBAL INTERNET USERS
AVERAGE AMOUNT OF TIME PER
DAY SPENT USING THE INTERNET
BY EACH INTERNET USER
4.66 60% +7.4% 6H 55M
BILLION +321 MILLION
A SNAPSHOT OF INTERNET USE AROUND THE WORLD
OVERVIEW OF GLOBAL INTERNET USE

12
OCT
2020
SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED OCTOBER 2020). *NOTE: ITU USER NUMBER BASED ON THE PUBLISHED PENETRATION
FIGURE COMPARED TO LATEST POPULATION DATA FROM THE UNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THAT WE REPORT FOR INTERNET USERS REFERENCES DATA FROM
VARIOUS DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE. AS A RESULT, OUR OVERALL FIGURE MAY NOT MATCH ANY OF THE TOTALS REPORTED ON THIS SLIDE.
GLOBAL INTERNET USERS:
ITU DATA*
CIA WORLD FACTBOOK DATA
INTERNETWORLDSTATS DATA
INTERNETLIVESTATS DATA
PENETRATION: PENETRATION: PENETRATION: PENETRATION:
4.19 4.10 4.83 4.70
BILLION BILLION BILLION BILLION
54% 52% 62% 60%
GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE
DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS

13
OCT
2020
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
AUTHORITIES; APJII (ALL LATEST AVAILABLE DATA IN OCTOBER 2020). TIME AND SHARE DATA VIA GLOBALWEBINDEX (Q2 2020) *NOTE: FIGURES FOR SHARE BY MOBILE DEVICE TYPE REPRESENT
EACH DEVICE’S SHARE OF TOTAL INTERNET USERS, NOT JUST SHARE OF MOBILE INTERNET USERS.  COMPARABILITY ADVISORY: SOURCE CHANGES.
TOTAL NUMBER OF
MOBILE INTERNET USERS
(CELLULAR AND / OR WIFI)
MOBILE INTERNET USERS
AS A PERCENTAGE OF
TOTAL INTERNET USERS
SHARE OF ALL INTERNET
USERS ACCESSING
VIA A SMARTPHONE*
SHARE OF ALL INTERNET
USERS ACCESSING
VIA A FEATURE PHONE*
AVERAGE DAILY TIME SPENT
USING THE INTERNET
ON MOBILE DEVICES
4.28 91.8% 90.8% 3.0% 3H 37M
BILLION
INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
MOBILE INTERNET USE
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index

14
OCT
2020
SOURCE: STATCOUNTER (ACCESSED OCTOBER 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTE: FIGURES FOR DEVICE SHARE ARE
FOR SEPTEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR SEPTEMBER 2020 TO SEPTEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE
(I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
50.2% 47.1% 2.6% 0.06%
-3.0% 5.9% -28% -25%
-156 BPS +261 BPS -103 BPS -2 BPS
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
SHARE OF WEB TRAFFIC BY DEVICE

15
OCT
2020
SOURCE: STATCOUNTER (ACCESSED OCTOBER 2020). *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE VALUES ARE FOR SEPTEMBER 2020; CHANGE FIGURES
COMPARE EACH BROWSER’S SHARE IN SEPTEMBER 2020 TO ITS SHARE IN SEPTEMBER 2019. CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%).
MICROSOFT EDGE* OPERA INTERNET EXPLORER OTHER
CHROME SAFARI FIREFOX SAMSUNG INTERNET
3.1% 2.1% 1.2% 3.2%
YOY: +45.6% YOY: -17.6% YOY: -46.6% YOY: -38.8%
66.3% 16.7% 4.1% 3.2%
YOY: +4.1% YOY: +2.4% YOY: -8.1% YOY: -3.3%
BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE
SHARE OF GLOBAL WEB TRAFFIC BY BROWSER

16
OCT
2020
SOURCE: OOKLA (OCTOBER 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS IN SEPTEMBER 2020, WITH COMPARISONS TO AVERAGE DOWNLOAD SPEEDS IN SEPTEMBER 2019.
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNET CONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS
35.96 +22% 85.73 +25%
MBPS MBPS
AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
INTERNET CONNECTION SPEEDS: OVERVIEW

17
OCT
2020
SOURCE: OOKLA (OCTOBER 2020). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN SEPTEMBER 2020, AND COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS FOR MOBILE CONNECTIONS IN SEPTEMBER 2019. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE COUNTRIES
AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN OCTOBER 2020.
SLOWEST MOBILE INTERNET CONNECTION SPEEDSFASTEST MOBILE INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 SOUTH KOREA 121.00 +27%
02 CHINA 113.35 +150%
03 UNITED ARAB EMIRATES 109.43 +67%
04 QATAR 92.85 +34%
05 NETHERLANDS 79.70 +33%
06 NORWAY 79.49 +17%
07 SAUDI ARABIA 76.37 +73%
08 CANADA 75.71 +19%
09 BULGARIA 75.66 +31%
10 AUSTRALIA 72.39 +11%
138 AFGHANISTAN 7.26 +11%
137 PALESTINE 7.71 +5.8%
136 SUDAN 8.85 -24%
135 VENEZUELA 9.00 +28%
134 SOMALIA 10.48 -11%
133 BANGLADESH 10.76 +4.4%
132 UGANDA 11.91 -9.1%
131 INDIA 12.07 +8.0%
130 IRAQ 12.24 +33%
129 ALGERIA 12.33 +61%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS
MOBILE INTERNET CONNECTION SPEED RANKINGS

18
OCT
2020
SOURCE: OOKLA SPEEDTEST (OCTOBER 2020). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR SEPTEMBER 2020.
121.0
113.4
109.4
79.7
76.4
75.7
72.4
64.1
63.9
60.5
57.6
56.5
55.7
54.2
53.1
51.0
49.8
47.1
44.0
42.0
41.1
40.7
40.4
39.0
37.2
36.9
36.7
36.0
36.0
35.5
34.4
33.2
30.8
30.6
28.4
28.2
25.0
23.2
22.7
22.4
20.0
19.4
17.1
16.9
16.7
15.4
12.1
SOUTHKOREA
CHINA
U.A.E.
NETHERLANDS
SAUDIARABIA
CANADA
AUSTRALIA
SWITZERLAND
DENMARK
SINGAPORE
BELGIUM
NEWZEALAND
AUSTRIA
TAIWAN
SWEDEN
HONGKONG
FRANCE
U.S.A.
GERMANY
PORTUGAL
ITALY
POLAND
ROMANIA
SPAIN
MOROCCO
SOUTHAFRICA
TURKEY
U.K.
WORLDWIDE
JAPAN
THAILAND
VIETNAM
IRELAND
MEXICO
BRAZIL
ARGENTINA
MALAYSIA
RUSSIA
KENYA
ISRAEL
EGYPT
COLOMBIA
NIGERIA
PHILIPPINES
INDONESIA
GHANA
INDIA
AVERAGE MOBILE INTERNET CONNECTION SPEED, IN MBPS
MOBILE INTERNET CONNECTION SPEEDS

19
OCT
2020
SOURCE: OOKLA (OCTOBER 2020). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN SEPTEMBER 2020, AND COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN SEPTEMBER 2019. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE
COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN OCTOBER 2020.
SLOWEST FIXED INTERNET CONNECTION SPEEDSFASTEST FIXED INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
01 SINGAPORE 226.60 +15%
02 HONG KONG 210.73 +32%
03 ROMANIA 193.47 +38%
04 SWITZERLAND 178.81 +43%
05 THAILAND 175.22 +89%
06 FRANCE 173.05 +45%
07 DENMARK 162.08 +50%
08 MONACO 162.06 +21%
09 HUNGARY 161.51 +23%
10 UNITED STATES 161.14 +30%
175 TURKMENISTAN 3.4 +55%
174 YEMEN 4.25 +33%
173 CUBA 4.72 -57%
172 ALGERIA 4.81 +13%
171 MAURITANIA 6.47 +19%
170 SUDAN 7.26 -5.8%
169 BURUNDI 8.21 -9.0%
168 SYRIA 8.24 -6.4%
167 MOZAMBIQUE 8.29 +5.6%
166 VENEZUELA 8.64 +147%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS
FIXED INTERNET CONNECTION SPEED RANKINGS

20
OCT
2020
SOURCE: OOKLA SPEEDTEST (OCTOBER 2020). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR SEPTEMBER 2020.
226.6
210.7
193.5
178.8
175.2
173.1
162.1
161.1
157.2
156.3
155.4
145.2
138.7
135.9
135.4
132.8
126.3
124.4
118.5
114.7
111.8
111.0
97.9
92.7
91.5
85.7
77.5
75.0
73.5
73.3
72.5
67.9
56.8
56.0
46.5
46.5
45.8
42.1
38.8
35.1
33.8
27.9
26.1
22.4
20.3
16.5
13.1
SINGAPORE
HONGKONG
ROMANIA
SWITZERLAND
THAILAND
FRANCE
DENMARK
U.S.A.
SPAIN
SWEDEN
SOUTHKOREA
CANADA
CHINA
NEWZEALAND
TAIWAN
JAPAN
PORTUGAL
NETHERLANDS
U.A.E.
GERMANY
POLAND
ISRAEL
BELGIUM
IRELAND
MALAYSIA
WORLDWIDE
RUSSIA
U.K.
SAUDIARABIA
AUSTRIA
ITALY
BRAZIL
VIETNAM
AUSTRALIA
GHANA
INDIA
ARGENTINA
MEXICO
COLOMBIA
SOUTHAFRICA
EGYPT
TURKEY
PHILIPPINES
INDONESIA
MOROCCO
KENYA
NIGERIA
AVERAGE FIXED INTERNET CONNECTION SPEED, IN MBPS
FIXED INTERNET CONNECTION SPEEDS

21
OCT
2020
SOURCE: SEMRUSH (OCTOBER 2020). FIGURES REPRESENT TRAFFIC FOR SEPTEMBER 2020. NOTES: ‘UNIQUE VISITS’ REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE,
BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT
CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITS
TIME PER
VISIT
PAGES
PER VISIT
01 GOOGLE.COM 105.0B 6.8B 25M 01S 7.77
02 YOUTUBE.COM 36.4B 3.5B 35M 16S 6.35
03 FACEBOOK.COM 25.3B 3.0B 22M 28S 6.11
04 WIKIPEDIA.ORG 17.5B 3.8B 9M 27S 2.27
05 AMAZON.COM 5.2B 1.1B 12M 04S 6.85
06 INSTAGRAM.COM 5.2B 1.2B 16M 49S 6.10
07 YAHOO.COM 4.9B 0.8B 16M 19S 4.47
08 PORNHUB.COM 4.9B 0.9B 14M 11S 8.92
09 REDDIT.COM 4.5B 0.6B 19M 23S 5.90
10 XVIDEOS.COM 4.3B 0.7B 17M 37S 9.35
11 TWITTER.COM 4.1B 1.0B 15M 57S 4.83
12 YAHOO.CO.JP 3.7B 0.2B 17M 38S 6.94
13 XNXX.COM 3.0B 0.6B 18M 06S 9.44
14 YANDEX.RU 2.7B 0.3B 20M 15S 7.19
15 LIVE.COM 2.6B 0.5B 9M 25S 4.75
16 GLOBO.COM 2.1B 0.3B 14M 22S 3.18
17 FANDOM.COM 1.6B 0.4B 10M 55S 3.13
18 VK.COM 1.6B 0.2B 26M 59S 13.98
19 MICROSOFT.COM 1.5B 0.5B 16M 29S 3.82
20 NAVER.COM 1.5B 0.1B 28M 44S 10.04
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SEMRUSH)

22
OCT
2020
SOURCE: SIMILARWEB (OCTOBER 2020). FIGURES REPRESENT TRAFFIC FOR SEPTEMBER 2020. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT.
PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
# WEBSITE
TOTAL
VISITS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
TIME PER
VISIT
PAGES
PER VISIT
01 GOOGLE.COM 84,181,000,000 11M 19S 8.6
02 YOUTUBE.COM 32,636,000,000 21M 35S 11.1
03 FACEBOOK.COM 24,338,000,000 10M 45S 8.5
04 BAIDU.COM 5,858,000,000 06M 16S 8.3
05 TWITTER.COM 5,807,000,000 11M 19S 12.1
06 WIKIPEDIA.ORG 5,278,000,000 03M 51S 3.0
07 INSTAGRAM.COM 5,238,000,000 08M 04S 11.7
08 YAHOO.COM 3,550,000,000 07M 40S 6.3
09 YANDEX.RU 3,490,000,000 10M 45S 8.5
10 PORNHUB.COM 2,851,000,000 08M 39S 7.5
11 XVIDEOS.COM 2,810,000,000 08M 45S 9.3
12 WHATSAPP.COM 2,572,000,000 02M 39S 1.6
13 AMAZON.COM 2,437,000,000 07M 09S 8.7
14 NETFLIX.COM 2,385,000,000 10M 05S 4.1
15 XNXX.COM 2,363,000,000 07M 21S 11.5
16 LIVE.COM 2,360,000,000 07M 37S 8.1
17 YAHOO.CO.JP 2,257,000,000 10M 03S 7.0
18 ZOOM.US 2,166,000,000 05M 13S 3.4
19 NAVER.COM 1,775,000,000 17M 44S 11.2
20 VK.COM 1,701,000,000 16M 57S 20.5
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SIMILARWEB)

23
OCT
2020
SOURCE: ALEXA (OCTOBER 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED
IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
01 GOOGLE.COM 15M 11S 16.55
02 YOUTUBE.COM 16M 22S 8.89
03 TMALL.COM 6M 59S 3.48
04 BAIDU.COM 9M 20S 4.49
05 QQ.COM 3M 36S 3.91
06 FACEBOOK.COM 18M 56S 8.71
07 SOHU.COM 3M 40S 4.59
08 TAOBAO.COM 4M 33S 3.56
09 360.CN 3M 14S 4.08
10 JD.COM 3M 30S 4.37
11 YAHOO.COM 4M 49S 4.54
12 AMAZON.COM 10M 00S 9.25
13 WIKIPEDIA.ORG 3M 46S 3.04
14 ZOOM.US 8M 37S 3.94
15 SINA.COM.CN 2M 50S 3.4
16 WEIBO.COM 2M 57S 3.62
17 LIVE.COM 5M 19S 5.39
18 REDDIT.COM 5M 33S 4.36
19 NETFLIX.COM 4M 14S 3.19
20 XINHUANET.COM 2M 55S 5.63
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (ALEXA)

24
OCT
2020
SOURCE: GOOGLE TRENDS (ACCESSED OCTOBER 2020); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS
RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP
QUERY).
# SEARCH QUERY INDEX vs. TOP QUERY# SEARCH QUERY INDEX vs. TOP QUERY
11 CORONAVIRUS 27
12 GMAIL 25
13 TWITTER 20
14 MP3 20
15 IPHONE 20
16 TRADUCTOR 20
17 WEB WHATSAPP 19
18 CLIMA 19
19 HOTMAIL 18
20 METEO 18
01 GOOGLE 100
02 FACEBOOK 81
03 YOUTUBE 76
04 WEATHER 52
05 NEWS 46
06 AMAZON 37
07 TRANSLATE 35
08 WHATSAPP 30
09 INSTAGRAM 29
10 VIDEOS 27
BASED ON WORLDWIDE GOOGLE SEARCHES BETWEEN 01 JULY AND 30 SEPTEMBER 2020
TOP GOOGLE SEARCH QUERIES IN Q3 2020

25
OCT
2020
WATCH
ONLINE VIDEOS
WATCH
VLOGS
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE
RADIO STATIONS
LISTEN TO
PODCASTS
90% 53% 73% 47% 43%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH
ONLINE CONTENT ACTIVITIES
global
web
index
global
web
index

26
OCT
2020
59%
56%
53%
51%
50%
48%
45%
45%
45%
45%
40%
39%
37%
36%
36%
35%
34%
34%
34%
34%
31%
31%
30%
30%
30%
27%
27%
26%
25%
25%
25%
22%
21%
21%
21%
21%
20%
19%
19%
18%
18%
17%
14%
INDIA
CHINA
INDONESIA
VIETNAM
MEXICO
TURKEY
THAILAND
U.A.E.
WORLDWIDE
SAUDIARABIA
U.S.A.
COLOMBIA
TAIWAN
BRAZIL
HONGKONG
PHILIPPINES
ITALY
SOUTHAFRICA
SPAIN
MALAYSIA
EGYPT
AUSTRALIA
U.K.
ARGENTINA
CANADA
IRELAND
SINGAPORE
NEWZEALAND
POLAND
RUSSIA
FRANCE
ROMANIA
PORTUGAL
SWITZERLAND
SOUTHKOREA
GERMANY
SWEDEN
DENMARK
AUSTRIA
ISRAEL
NETHERLANDS
BELGIUM
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
global
web
index

27
OCT
2020
48.3% 48.2%
43.1%
32.8%
24.9%
51.7% 51.6%
46.3%
38.6%
26.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
global
web
index

28
OCT
2020
 COMPARABILITY ADVISORY: THE WORDING OF THE SURVEY QUESTION THAT INFORMS THIS CHART IS NOT THE SAME AS THE WORDING OF A QUESTION THAT INFORMED A CHART THAT
WE INCLUDED IN PREVIOUS REPORTS ABOUT THE USE OF IMAGE SEARCH FUNCTIONALITY. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES IN PREVIOUS REPORTS.
64%
61%
59%
58%
50%
48%
46%
45%
45%
40%
39%
38%
37%
36%
35%
35%
35%
35%
34%
33%
32%
31%
30%
30%
30%
29%
28%
26%
26%
24%
23%
23%
22%
22%
22%
21%
20%
20%
19%
14%
13%
11%
10%
10%
9%
9%
9%
COLOMBIA
BRAZIL
MEXICO
ARGENTINA
THAILAND
PORTUGAL
VIETNAM
INDONESIA
KENYA
PHILIPPINES
NIGERIA
TAIWAN
ROMANIA
SPAIN
INDIA
ISRAEL
MALAYSIA
ITALY
SOUTHAFRICA
WORLDWIDE
EGYPT
TURKEY
GHANA
SAUDIARABIA
CHINA
POLAND
U.A.E.
IRELAND
HONGKONG
RUSSIA
DENMARK
U.S.A.
SOUTHKOREA
CANADA
NEWZEALAND
SINGAPORE
SWEDEN
U.K.
AUSTRALIA
MOROCCO
SWITZERLAND
NETHERLANDS
BELGIUM
AUSTRIA
JAPAN
FRANCE
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
global
web
index

29
OCT
2020
39.0%
35.6%
33.8%
29.7%
22.7%
34.7%
32.9%
31.3%
27.8%
21.6%
WE INCLUDED IN PREVIOUS REPORTS ABOUT THE USE OF IMAGE SEARCH FUNCTIONALITY. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES IN PREVIOUS REPORTS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
global
web
index

30
OCT
2020
ANY
DEVICE
SMART
PHONE
PC (LAPTOP
OR DESKTOP)
GAMES
CONSOLE
TABLET
DEVICE
87% 74% 42% 26% 20%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
global
web
index
global
web
index

31
OCT
2020
95%
94%
93%
93%
93%
92%
91%
91%
91%
89%
88%
87%
87%
87%
87%
85%
85%
85%
84%
84%
84%
83%
83%
83%
82%
82%
81%
81%
81%
80%
80%
79%
77%
77%
76%
76%
75%
73%
73%
73%
72%
71%
68%
PHILIPPINES
INDONESIA
THAILAND
INDIA
TURKEY
TAIWAN
MEXICO
VIETNAM
SOUTHAFRICA
MALAYSIA
CHINA
U.A.E.
SAUDIARABIA
SINGAPORE
WORLDWIDE
HONGKONG
BRAZIL
COLOMBIA
ARGENTINA
EGYPT
SOUTHKOREA
ITALY
ROMANIA
SPAIN
PORTUGAL
U.S.A.
POLAND
FRANCE
CANADA
RUSSIA
SWITZERLAND
ISRAEL
NEWZEALAND
SWEDEN
AUSTRALIA
U.K.
DENMARK
AUSTRIA
IRELAND
GERMANY
BELGIUM
NETHERLANDS
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
global
web
index

32
OCT
2020
92.4%
89.2%
82.4%
76.5%
67.2%
95.1% 93.4%
88.9%
81.8%
66.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
MALE
FEMALE
PERCENTAGE OF INTERNET USERS WHO SAY THAT THEY PLAY VIDEO GAMES (ANY DEVICE)
PLAYING VIDEO GAMES
global
web
index

33
OCT
2020
WE INCLUDED IN PREVIOUS REPORTS. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS.
55%
54%
51%
46%
45%
44%
44%
43%
43%
43%
42%
41%
41%
40%
40%
40%
40%
40%
39%
39%
38%
38%
37%
37%
36%
36%
36%
35%
35%
33%
32%
32%
32%
32%
32%
31%
31%
31%
31%
31%
29%
28%
25%
24%
24%
16%
16%
SPAIN
PORTUGAL
BRAZIL
POLAND
CANADA
IRELAND
FRANCE
U.K.
SOUTHAFRICA
BELGIUM
U.S.A.
MEXICO
GERMANY
NEWZEALAND
AUSTRALIA
AUSTRIA
SWITZERLAND
SOUTHKOREA
EGYPT
COLOMBIA
ARGENTINA
SINGAPORE
MALAYSIA
PHILIPPINES
DENMARK
ITALY
ISRAEL
NETHERLANDS
INDONESIA
WORLDWIDE
HONGKONG
SAUDIARABIA
KENYA
SWEDEN
U.A.E.
ROMANIA
JAPAN
VIETNAM
INDIA
TAIWAN
TURKEY
RUSSIA
THAILAND
CHINA
NIGERIA
MOROCCO
GHANA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE TO THOSE PUBLISHED IN PREVIOUS REPORTS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA
CONCERNS ABOUT MISUSE OF PERSONAL DATA
!
global
web
index

34
OCT
2020
 COMPARABILITY ADVISORY: A WIDER VARIETY OF RESPONDENTS CAN NOW ANSWER THE SURVEY QUESTION THAT INFORMS THIS CHART, COMPARED TO THE SURVEYS THAT INFORMED
SIMILAR CHARTS IN PREVIOUS REPORTS. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS.
52%
51%
48%
48%
46%
46%
45%
44%
44%
44%
43%
43%
42%
42%
42%
42%
41%
41%
41%
40%
40%
39%
39%
39%
39%
39%
39%
39%
39%
38%
38%
38%
38%
38%
36%
35%
35%
34%
34%
34%
32%
31%
31%
29%
21%
20%
20%
INDONESIA
INDIA
MALAYSIA
TAIWAN
CHINA
SOUTHAFRICA
COLOMBIA
PORTUGAL
POLAND
PHILIPPINES
AUSTRIA
ROMANIA
EGYPT
HONGKONG
WORLDWIDE
ISRAEL
U.A.E.
IRELAND
TURKEY
NEWZEALAND
ARGENTINA
CANADA
SWEDEN
SPAIN
SWITZERLAND
BRAZIL
SAUDIARABIA
SINGAPORE
U.S.A.
MEXICO
GERMANY
NIGERIA
KENYA
THAILAND
AUSTRALIA
FRANCE
RUSSIA
BELGIUM
U.K.
DENMARK
ITALY
VIETNAM
NETHERLANDS
SOUTHKOREA
MOROCCO
JAPAN
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
USE OF AD BLOCKERS
THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE TO THOSE PUBLISHED IN PREVIOUS REPORTS!
global
web
index

SPECIAL FOCUS: DIGITAL AT WORK

36
OCT
2020
SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF PEOPLE AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
EMAIL
MESSAGING SERVICES
(E.G. WHATSAPP)
COLLABORATION
TOOLS (E.G. SLACK)
VIDEO
CALLS
SOCIAL
MEDIA
92% 79% 73% 71% 66%
PERCENTAGE OF SURVEY RESPONDENTS* WHO USE EACH KIND OF PLATFORM TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK
PLATFORMS USED FOR COMMUNICATION AT WORK

37
OCT
2020
94.4%
92.0% 91.9%
85.1%
80.6%
92.6%
94.5% 94.1%
89.4%
81.9%
SOURCE: GLOBALWEBINDEX WORK SURVEY (Q2 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF WORKERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR
MORE DETAILS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF SURVEY RESPONDENTS WHO USE EMAIL TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK
COMMUNICATION AT WORK: EMAIL
global
web
index

38
OCT
2020
92.3%
81.0%
74.7%
57.2%
47.8%
87.6% 88.6%
83.9%
65.7%
51.1%
MORE DETAILS. *NOTE: ‘MESSAGING SERVICES’ INCLUDE PLATFORMS LIKE WHATSAPP, LINE, FACEBOOK MESSENGER AND SKYPE.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF SURVEY RESPONDENTS WHO USE MESSAGING SERVICES* TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK
COMMUNICATION AT WORK: MESSAGING SERVICES
global
web
index

39
OCT
2020
82.6%
73.5%
67.7%
48.0%
37.1%
83.1% 82.4%
77.1%
56.9%
42.9%
MORE DETAILS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF SURVEY RESPONDENTS WHO USE VIDEO CALLS TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK
COMMUNICATION AT WORK: VIDEO CALLS
global
web
index

40
OCT
2020
82.4%
68.7%
60.8%
39.8%
30.7%
82.3%
79.2%
70.3%
47.3%
33.7%
MORE DETAILS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF SURVEY RESPONDENTS WHO USE SOCIAL MEDIA TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK
COMMUNICATION AT WORK: SOCIAL MEDIA
global
web
index

41
OCT
2020
86.2%
75.8%
68.0%
45.7%
38.2%
85.4% 83.6%
77.7%
59.0%
42.7%
MORE DETAILS. *NOTE: ‘COLLABORATION TOOLS’ INCLUDE SERVICES SUCH AS SLACK AND MICROSOFT TEAMS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF SURVEY RESPONDENTS WHO USE COLLABORATION TOOLS* TO COMMUNICATE WITH OTHER EMPLOYEES AT LEAST ONCE PER WEEK
COMMUNICATION AT WORK: COLLABORATION TOOLS
global
web
index

42
OCT
2020
MORE DETAILS. NOTE: RESPONDENTS COULD CHOOSE MORE THAN ONE OPTION.
51.8%
39.1%
27.7%
27.5%
23.2%
3.9%
2.2%
EMAIL THEM
CALL A SALES REP
FILL OUT A CONTACT FORM ON THEIR WEBSITE
SPEAK TO THEM AT A TRADE EVENT
CONTACT THEM VIA SOCIAL MEDIA
OTHER
PREFER TO BUY WITHOUT SPEAKING TO ANYONE
PERCENTAGE OF B2B DECISION MAKERS WHO SAY THEY PREFER USING EACH CHANNEL TO CONTACT A SUPPLIER THEY’RE INTERESTED IN BUYING FROM
B2B: PREFERRED WAYS TO CONTACT SUPPLIERS
global
web
index

43
OCT
2020
45.8%
44.4%
44.2%
42.9%
42.7%
42.0%
40.6%
37.6%
36.6%
36.4%
36.3%
36.0%
35.9%
34.7%
34.0%
28.1%
CONFERENCES, TRADE SHOWS, AND EVENTS
RECOMMENDATION FROM EXPERTS IN MY NETWORK
RECOMMENDATIONS FROM COLLEAGUES AND FRIENDS
SUPPLIER WEBSITES
RECOMMENDATIONS FROM INDUSTRY ANALYSTS
SUPPLIER CALLS, DEMOS, OR TRIALS
SEARCH ENGINE RESULTS
VIDEO SITES (E.G. YOUTUBE)
SOCIAL MEDIA
PRINTED NEWSPAPERS AND MAGAZINES
ONLINE NEWSPAPERS AND MAGAZINES
USER REVIEWS
ONLINE ADS
BLOGS
TELEVISION ADS
RADIO ADS
PERCENTAGE OF B2B DECISION MAKERS WHO SAY THEY DISCOVER NEW PRODUCTS AND SERVICES THROUGH EACH CHANNEL OR ACTIVITY
B2B: HOW DECISION MAKERS DISCOVER NEW BRANDS
global
web
index

44
OCT
2020
49.1%
46.8%
46.2%
40.0%
39.7%
39.2%
38.8%
36.5%
33.5%
30.7%
RECOMMENDATION FROM EXPERTS IN MY NETWORK
USER REVIEWS
RECOMMENDATIONS FROM INDUSTRY ANALYSTS
CONFERENCES, TRADE SHOWS, AND EVENTS
SUPPLIER WEBSITES
RECOMMENDATIONS FROM COLLEAGUES AND FRIENDS
SUPPLIER CALLS, DEMOS, OR TRIALS
SEARCH ENGINE RESULTS
VIDEO SITES (E.G. YOUTUBE)
SOCIAL MEDIA
PERCENTAGE OF B2B DECISION MAKERS WHO SAY EACH CHANNEL IS “VERY INFLUENTIAL” WHEN RESEARCHING NEW PRODUCTS OR SERVICES TO BUY
B2B: MOST INFLUENTIAL INFORMATION SOURCES
global
web
index

45
OCT
2020
50.9%
48.5%
38.6%
36.2%
33.0%
29.2%
22.6%
14.4%
10.6%
10.5%
9.9%
6.9%
0.9%
0.6%
3.3%
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINKEDIN
TWITTER
FB MESSENGER
PINTEREST
SNAPCHAT
REDDIT
TIKTOK
WECHAT
LINE
XING
OTHER
PERCENTAGE OF B2B DECISION MAKERS WHO USE EACH SOCIAL MEDIA PLATFORM WHEN RESEARCHING NEW PRODUCTS OR SERVICES TO BUY
SOCIAL MEDIA CHANNELS USED FOR B2B RESEARCH
global
web
index

46
OCT
2020
58.5%
57.8%
53.4%
44.7%
44.0%
37.7%
11.8%
SHARE GENERAL UPDATES
COMMUNICATE DIRECTLY WITH CUSTOMERS
SHARE MARKETING MESSAGES
READ INDUSTRY NEWS
FOLLOW OTHER COMPANIES
TO SELL
OTHER REASONS
PERCENTAGE OF SURVEY RESPONDENTS WHO SAY THAT THEIR COMPANY USES SOCIAL MEDIA FOR EACH PURPOSE
WHY COMPANIES USE SOCIAL MEDIA
global
web
index

48
OCT
2020
SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC;
MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN OCTOBER 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS
SOCIAL MEDIA
PENETRATION (USERS
vs. TOTAL POPULATION*)
ANNUAL GROWTH IN
THE TOTAL NUMBER OF
SOCIAL MEDIA USERS
TOTAL NUMBER OF SOCIAL
MEDIA USERS ACCESSING
VIA MOBILE PHONES
PERCENTAGE OF TOTAL
SOCIAL MEDIA USERS
ACCESSING VIA MOBILE
4.14 53% +12.3% 4.08 99%
BILLION +453 MILLION BILLION
THE NUMBER OF PEOPLE WHO ACTIVELY USE SOCIAL NETWORKS AND MESSENGER SERVICES
SOCIAL MEDIA USE AROUND THE WORLD
global
web
index

49
OCT
2020
*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
VISITED OR USED A SOCIAL
NETWORK OR A MESSAGING
SERVICE IN THE PAST MONTH
ACTIVELY ENGAGED WITH
OR CONTRIBUTED TO SOCIAL
MEDIA IN THE PAST MONTH
AVERAGE AMOUNT
OF TIME PER DAY SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF
SOCIAL MEDIA ACCOUNTS
PER INTERNET USER*
PERCENTAGE OF INTERNET
USERS WHO USE SOCIAL
MEDIA FOR WORK PURPOSES
98% 90% 2H 29M 8.3 41%
PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
SOCIAL MEDIA BEHAVIOURS
global
web
index
global
web
index

50
OCT
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS
IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. FIGURES FOR PLATFORMS IDENTIFIED BY (**) ARE BASED ON THE
LATEST ADVERTISING AUDIENCE REACH FIGURES REPORTED IN EACH RESPECTIVE PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (OCT 2020). FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
2,701
2,000
2,000
1,300
1,206
1,158
689
648
600
523
517
433
430
430
416
400
353
300
FACEBOOK
YOUTUBE*
WHATSAPP
FB MESSENGER*
WEIXIN / WECHAT
INSTAGRAM**
TIKTOK
QQ
DOUYIN
SINA WEIBO
QZONE*
SNAPCHAT**
REDDIT
KUAISHOU
PINTEREST
TELEGRAM
TWITTER**
QUORA
DATA UPDATED TO:
19 OCTOBER 2020
BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR ADDRESSABLE ADVERTISING AUDIENCES (IN MILLIONS)
THE WORLD’S MOST-USED SOCIAL PLATFORMS

51
OCT
2020
SOURCE: GLOBALWEBINDEX (Q2 2020). *NOTES: ONLY INCLUDES USERS BETWEEN THE AGES OF 16 AND 64. DOES NOT INCLUDE USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE
OF USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. THE “WHO DO NOT USE OTHER
PLATFORMS” COLUMN IDENTIFIES THE PERCENTAGE OF USERS WHO DO NOT USE ANY OF THE OTHER PLATFORMS IDENTIFIED IN THE TABLE. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
WHO DO NOT USE
OTHER PLATFORMS
WHO ALSO
USE FACEBOOK
WHO ALSO
USE YOUTUBE
WHO ALSO
USE INSTAGRAM
WHO ALSO
USE REDDIT
WHO ALSO
USE SNAPCHAT
WHO ALSO
USE TWITTER
WHO ALSO
USE TIKTOK
WHO ALSO
USE PINTEREST
FACEBOOK USERS 3.7% 100% 90% 73% 16% 30% 52% 38% 33%
YOUTUBE USERS 5.1% 82% 100% 72% 16% 30% 51% 37% 32%
INSTAGRAM USERS 1.0% 86% 92% 100% 19% 36% 59% 43% 37%
REDDIT USERS 1.0% 82% 90% 83% 100% 61% 74% 60% 62%
SNAPCHAT USERS 1.1% 83% 91% 87% 33% 100% 66% 60% 50%
TWITTER USERS 1.0% 87% 93% 84% 24% 39% 100% 45% 40%
TIKTOK USERS 1.5% 85% 90% 82% 26% 48% 60% 100% 43%
PINTEREST USERS 1.0% 85% 92% 82% 31% 46% 62% 50% 100%
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE A SELECTION OF OTHER SOCIAL MEDIA PLATFORMS
USER OVERLAPS BETWEEN SOCIAL MEDIA PLATFORMS
global
web
index
global
web
index

52
OCT
2020
84%
84%
72%
65%
65%
64%
63%
62%
62%
60%
60%
60%
60%
59%
57%
56%
55%
52%
49%
48%
46%
44%
43%
43%
41%
41%
40%
39%
39%
34%
34%
33%
33%
33%
33%
32%
32%
32%
30%
30%
28%
28%
27%
27%
26%
24%
24%
KENYA
NIGERIA
GHANA
ARGENTINA
COLOMBIA
INDONESIA
PHILIPPINES
MEXICO
VIETNAM
MOROCCO
BRAZIL
MALAYSIA
EGYPT
SAUDIARABIA
SOUTHAFRICA
TURKEY
THAILAND
ISRAEL
U.A.E.
INDIA
PORTUGAL
WORLDWIDE
POLAND
SPAIN
TAIWAN
ROMANIA
SINGAPORE
RUSSIA
HONGKONG
SWEDEN
DENMARK
IRELAND
ITALY
AUSTRALIA
CHINA
U.S.A.
CANADA
NEWZEALAND
FRANCE
AUSTRIA
BELGIUM
U.K.
SWITZERLAND
NETHERLANDS
GERMANY
JAPAN
SOUTHKOREA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
global
web
index

53
OCT
2020
55.8%
46.4%
41.5%
35.3%
28.3%
50.7%
45.9%
41.3%
34.8%
25.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
global
web
index

55
OCT
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ACCESSED OCTOBER 2020). NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN
‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE
USERS.  COMPARABILITY ADVISORY: BASE CHANGES. NOTE THAT DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS.
NUMBER OF PEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON FACEBOOK
SHARE OF POPULATION
AGED 13+ THAT MARKETERS
CAN REACH WITH
ADVERTS ON FACEBOOK
QUARTER-ON-
QUARTER CHANGE
IN FACEBOOK’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*
2.14 35% +2.2% 43% 57%
BILLION +45 MILLION
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
FACEBOOK ADVERTISING AUDIENCE OVERVIEW

56
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY REACH ▲QOQ ▲QOQ # COUNTRY REACH ▲QOQ ▲QOQ
01 INDIA 310,000,000 +7% +20,000,000
02 U.S.A. 190,000,000 0% [UNCHANGED]
03 INDONESIA 140,000,000 0% [UNCHANGED]
04 BRAZIL 130,000,000 0% [UNCHANGED]
05 MEXICO 92,000,000 +3% +3,000,000
06 PHILIPPINES 81,000,000 +7% +5,000,000
07 VIETNAM 65,000,000 +2% +1,000,000
08 THAILAND 50,000,000 0% [UNCHANGED]
09 EGYPT 44,000,000 +5% +2,000,000
10= BANGLADESH 39,000,000 +3% +1,000,000
10= PAKISTAN 39,000,000 +3% +1,000,000
12 U.K. 38,000,000 +3% +1,000,000
13 TURKEY 37,000,000 0% [UNCHANGED]
14 COLOMBIA 36,000,000 +3% +1,000,000
15 FRANCE 32,000,000 0% [UNCHANGED]
16 ARGENTINA 31,000,000 +3% +1,000,000
17 ITALY 30,000,000 0% [UNCHANGED]
18= GERMANY 28,000,000 0% [UNCHANGED]
18= NIGERIA 28,000,000 +4% +1,000,000
20 MYANMAR 26,000,000 +4% +1,000,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL FACEBOOK ADVERTISING REACH
FACEBOOK REACH RANKINGS

57
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU. *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. WE ACKNOWLEDGE THAT PENETRATION RATES ABOVE 95% MAY
SEEM IMPLAUSIBLE, BUT WE HAVE ELECTED TO USE SOURCE DATA AS-IS, TO ALLOW READERS TO REACH THEIR OWN JUDGEMENTS.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ
01 PHILIPPINES 100%* 81,000,000 +7%
02 LIBYA 100%* 5,200,000 0%
03 MALTA 98%* 380,000 0%
04 SAMOA 98%* 130,000 0%
05 ARUBA 98%* 89,000 0%
06 MONGOLIA 97%* 2,300,000 0%
07 ECUADOR 97%* 13,000,000 0%
08 PERU 97%* 25,000,000 +4%
09 TONGA 96%* 71,000 +3%
10 U.A.E. 93% 8,000,000 -4%
11 MEXICO 92% 92,000,000 +3%
12 ICELAND 92% 260,000 0%
13 BRUNEI 91% 320,000 0%
14 QATAR 90% 2,300,000 -8%
15 CAMBODIA 90% 11,000,000 +10%
16 GUAM 90% 120,000 0%
17 MALAYSIA 89% 23,000,000 0%
18 BOLIVIA 88% 7,600,000 +4%
19 COLOMBIA 87% 36,000,000 +3%
20 ARGENTINA 87% 31,000,000 +3%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL FACEBOOK ADVERTISING REACH COMPARED TO POPULATION AGED 13+
FACEBOOK ELIGIBLE AUDIENCE REACH RATE RANKING

58
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
# RELATIVE INCREASE ▲% ▲ USERS# ABSOLUTE INCREASE ▲ USERS ▲%
COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE INCREASESCOUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE INCREASES
01 MALAWI +15% +80,000
02 TIMOR-LESTE +14% +50,000
03 UGANDA +11% +300,000
04 RWANDA +11% +70,000
05 ESWATINI +10% +30,000
06 CAMBODIA +10% +1,000,000
07 VANUATU +10% +10,000
08 TAJIKISTAN +9% +30,000
09 SOLOMON ISLANDS +9% +10,000
10 LIBERIA +9% +50,000
01 INDIA +20,000,000 +7%
02 PHILIPPINES +5,000,000 +7%
03 MEXICO +3,000,000 +3%
04 EGYPT +2,000,000 +5%
05 CAMBODIA +1,000,000 +10%
06 UKRAINE +1,000,000 +7%
07 MOROCCO +1,000,000 +6%
08 SOUTH AFRICA +1,000,000 +5%
09 ALGERIA +1,000,000 +5%
10 PERU +1,000,000 +4%
COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER INCREASES IN POTENTIAL FACEBOOK ADVERTISING REACH
FACEBOOK AUDIENCE: LARGEST INCREASES

59
OCT
2020
2.6%
9.4%
13.1%
7.5%
5.2%
3.3%
2.5%
3.2%
14.1%
19.3%
9.4%
5.2%
3.0%
2.2%
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE

60
OCT
2020
SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE
DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE
SHARES OF TOTAL MONTHLY ACTIVE USERS. VALUES MAY NOT SUM TO TOTALS DUE TO ROUNDING.  COMPARABILITY ADVISORY: BASE CHANGES.
AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
13-17 123,000,000 55,000,000 2.6% 68,000,000 3.2%
18-24 502,000,000 200,000,000 9.4% 302,000,000 14.1%
25-34 693,000,000 280,000,000 13.1% 413,000,000 19.3%
35-44 361,000,000 160,000,000 7.5% 201,000,000 9.4%
45-54 221,000,000 110,000,000 5.2% 111,000,000 5.2%
55-64 134,000,000 70,000,000 3.3% 64,000,000 3.0%
65+ 100,000,000 53,000,000 2.5% 47,000,000 2.2%
TOTAL 2,137,000,000 929,000,000 43.5% 1,208,000,000 56.5%
SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
DETAIL OF FACEBOOK’S ADVERTISING AUDIENCE

61
OCT
2020
SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
PERCENTAGE OF FACEBOOK
USERS ACCESSING VIA ANY
KIND OF MOBILE PHONE
USERS WHO ONLY ACCESS VIA A
LAPTOP OR DESKTOP COMPUTER
USERS WHO ACCESS VIA BOTH
PHONES AND COMPUTERS
USERS WHO ONLY ACCESS
VIA A MOBILE PHONE
98.3% 1.7% 18.5% 79.9%
THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM
FACEBOOK ACCESS BY DEVICE

62
OCT
2020
SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
*NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB BROWSERS MAY ALSO
INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES.
PERCENTAGE OF MOBILE
FACEBOOK USERS ACCESSING
VIA APPS ON ANDROID DEVICES
PERCENTAGE OF MOBILE
FACEBOOK USERS ACCESSING
VIA APPS ON IOS DEVICES
PERCENTAGE OF MOBILE FACEBOOK
USERS ACCESSING VIA OTHER OPERATING
SYSTEMS OR MOBILE WEB BROWSERS*
80.5% 14.3% 5.1%
PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE BY MOBILE OPERATING SYSTEM
SHARE OF FACEBOOK ACCESS BY MOBILE OS

63
OCT
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
NUMBER OF
FACEBOOK PAGES
LIKED (LIFETIME)
POSTS LIKED IN
THE PAST 30 DAYS
(ALL POST TYPES)
COMMENTS MADE IN
THE PAST 30 DAYS
(ALL POST TYPES)
FACEBOOK POSTS
SHARED IN THE PAST 30
DAYS (ALL POST TYPES)
FACEBOOK ADVERTS
CLICKED IN THE PAST 30
DAYS (ANY CLICK TYPE)
1 1 13 11 7 4 1 1 15 10
1 12 5 1 12
THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK
FACEBOOK ACTIVITY FREQUENCY

64
OCT
2020
13
12
11
8
6 6
13
14
16
15
12
10
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 - 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* LIKE A POST ON FACEBOOK
FACEBOOK MONTHLY POST LIKES BY AGE AND GENDER

65
OCT
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES DATA FOR USERS AGED 18 AND ABOVE.
19
16
16
15
15
15
14
14
14
14
14
14
14
14
14
13
13
13
13
12
12
12
12
12
12
12
12
11
11
11
10
10
9
9
9
9
9
9
8
8
8
7
6
4
2
2
ROMANIA
BELGIUM
BRAZIL
AUSTRALIA
DENMARK
ITALY
ARGENTINA
COLOMBIA
EGYPT
IRELAND
ISRAEL
NEWZEALAND
PORTUGAL
SWEDEN
U.K.
CANADA
NETHERLANDS
PHILIPPINES
U.A.E.
AUSTRIA
INDIA
KENYA
MEXICO
NIGERIA
TURKEY
U.S.A.
WORLDWIDE
FRANCE
MALAYSIA
THAILAND
POLAND
SOUTHAFRICA
INDONESIA
MOROCCO
SPAIN
SWITZERLAND
TAIWAN
VIETNAM
GHANA
SAUDIARABIA
SINGAPORE
GERMANY
HONGKONG
RUSSIA
JAPAN
SOUTHKOREA
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* LIKES A POST ON FACEBOOK
FACEBOOK MONTHLY POST LIKES BY GEOGRAPHY

66
OCT
2020
5
6
9
11
10
7
5
4 4 4 4
3
OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 - 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
FACEBOOK MONTHLY COMMENTS BY AGE AND GENDER
MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* COMMENT ON A FACEBOOK POST

67
OCT
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES DATA FOR USERS AGED 18 AND ABOVE.
12
10
9
9
9
8
8
8
8
8
8
7
7
7
7
7
7
7
6
6
6
6
5
5
5
5
5
5
5
5
4
3
3
3
3
3
3
3
3
3
3
2
2
1
1
1
PHILIPPINES
EGYPT
BRAZIL
MEXICO
NIGERIA
ARGENTINA
AUSTRALIA
NEWZEALAND
SOUTHAFRICA
THAILAND
U.S.A.
BELGIUM
CANADA
DENMARK
ISRAEL
ROMANIA
U.K.
VIETNAM
COLOMBIA
ITALY
KENYA
NETHERLANDS
FRANCE
INDONESIA
IRELAND
MALAYSIA
PORTUGAL
SWEDEN
U.A.E.
WORLDWIDE
SAUDIARABIA
AUSTRIA
GHANA
INDIA
MOROCCO
POLAND
SINGAPORE
SPAIN
SWITZERLAND
TAIWAN
TURKEY
GERMANY
HONGKONG
JAPAN
SOUTHKOREA
RUSSIA
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* COMMENTS ON A FACEBOOK POST
FACEBOOK MONTHLY COMMENTS BY GEOGRAPHY

68
OCT
2020
11
15
19
21
20
16
9
10
13
12 12
9
OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 - 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
FACEBOOK MONTHLY AD CLICKS BY AGE AND GENDER
MEDIAN NUMBER OF TIMES EACH MONTH THAT TYPICAL GLOBAL FACEBOOK USERS* CLICK ON A FACEBOOK AD*

69
OCT
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: ONLY INCLUDES DATA FOR USERS AGED 18 AND ABOVE. VALUES MAY INCLUDE CLICKS ON ADVERTS
SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
26
24
24
23
22
21
21
21
20
20
20
20
20
19
19
19
18
18
18
17
17
17
16
16
16
16
15
15
15
15
14
14
14
12
10
10
9
8
8
8
7
7
6
6
6
6
ISRAEL
DENMARK
ROMANIA
AUSTRALIA
ITALY
IRELAND
NETHERLANDS
NEWZEALAND
MALAYSIA
PORTUGAL
SWEDEN
U.K.
U.S.A.
BELGIUM
POLAND
TAIWAN
CANADA
SINGAPORE
THAILAND
AUSTRIA
SOUTHKOREA
VIETNAM
ARGENTINA
BRAZIL
MEXICO
SPAIN
FRANCE
GERMANY
HONGKONG
SWITZERLAND
COLOMBIA
EGYPT
TURKEY
WORLDWIDE
MOROCCO
U.A.E.
PHILIPPINES
INDONESIA
RUSSIA
SAUDIARABIA
INDIA
SOUTHAFRICA
GHANA
JAPAN
KENYA
NIGERIA
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE TYPICAL FACEBOOK USER AGED 18+* CLICKS ON A FACEBOOK AD*
FACEBOOK MONTHLY AD CLICKS BY GEOGRAPHY

70
OCT
2020
SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH
DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
AVERAGE NUMBER OF
PAGE POSTS PER DAY
PHOTO POSTS’ SHARE
OF TOTAL PAGE POSTS
VIDEO POSTS’ SHARE
OF TOTAL PAGE POSTS
LINK POSTS’ SHARE
OF TOTAL PAGE POSTS
STATUS POSTS’ SHARE
OF TOTAL PAGE POSTS
1.55 55.6% 22.2% 18.5% 3.6%
EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE

71
OCT
2020
SOURCE: LOCOWISE (OCT 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTE: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA ON THIS CHART ARE NOT COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS.
!
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: ALL POST TYPES
AVERAGE TOTAL POST
FANS: PHOTO POSTS
AVERAGE TOTAL POST
FANS: VIDEO POSTS
AVERAGE TOTAL POST
FANS: LINK POSTS
AVERAGE TOTAL POST
FANS: STATUS POSTS
0.18% 0.21% 0.26% 0.05% 0.21%
DUE TO CHANGES IN FACEBOOK’S POLICIES, THE DATA ON THIS CHART USE A DIFFERENT METHODOLOGY AND DIFFERENT SOURCE DATA COMPARED TO OUR PREVIOUS REPORTS
THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS

72
OCT
2020
SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTE: ‘ENGAGEMENT RATE’ (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S REACTIONS,
COMMENTS, AND SHARES TO THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN
VARIOUS COUNTRIES AROUND THE WORLD.
>100K10K-100K<10K
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE*: PAGES
WITH FEWER THAN 10,000 FANS
WITH 10,000 – 100,000 FANS
WITH MORE THAN 100,000 FANS
0.52% 0.28% 0.10%
COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS
FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE

74
OCT
2020
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS FOR INSTAGRAM (ACCESSED OCTOBER 2020). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH
TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. NOTE THAT DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS.
INSTAGRAM REPORTS
CAN BE REACHED WITH
ADVERTS ON INSTAGRAM
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON INSTAGRAM
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.16 19% +7.1% 51% 49%
BILLION +76 MILLION
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM ADVERTISING AUDIENCE OVERVIEW

75
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
01 U.S.A. 140,000,000 +8% +10,000,000
02 INDIA 120,000,000 +20% +20,000,000
03 BRAZIL 95,000,000 +4% +4,000,000
04 INDONESIA 78,000,000 +7% +5,000,000
05 RUSSIA 54,000,000 +6% +3,000,000
06 TURKEY 44,000,000 +5% +2,000,000
07 JAPAN 37,000,000 +6% +2,000,000
08 MEXICO 31,000,000 +7% +2,000,000
09 U.K. 28,000,000 +4% +1,000,000
10 GERMANY 25,000,000 0% [UNCHANGED]
11 ITALY 24,000,000 +4% +1,000,000
12 FRANCE 22,000,000 +5% +1,000,000
13= ARGENTINA 20,000,000 +5% +1,000,000
13= SPAIN 20,000,000 +5% +1,000,000
15 SOUTH KOREA 16,000,000 +7% +1,000,000
16= CANADA 15,000,000 +7% +1,000,000
16= COLOMBIA 15,000,000 +7% +1,000,000
16= SAUDI ARABIA 15,000,000 +7% +1,000,000
16= THAILAND 15,000,000 +7% +1,000,000
20= EGYPT 14,000,000 +8% +1,000,000
20= PHILIPPINES 14,000,000 +8% +1,000,000
20= UKRAINE 14,000,000 +8% +1,000,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL INSTAGRAM ADVERTISING REACH
INSTAGRAM REACH RANKINGS

76
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), COMPARED TO POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.
CENSUS BUREAU. *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ
01 KAZAKHSTAN 72% 10,000,000 +6%
02 BRUNEI 71% 250,000 +4%
03 ICELAND 67% 190,000 +6%
04 KUWAIT 66% 2,300,000 +5%
05 TURKEY 66% 44,000,000 +5%
06 CAYMAN ISLANDS 65% 36,000 0%
07 GUAM 63% 84,000 +4%
08 SWEDEN 63% 5,400,000 +2%
09 BAHRAIN 61% 880,000 +7%
10 CHILE 60% 9,500,000 +3%
11 CYPRUS 60% 620,000 -2%
12 ARUBA 58% 53,000 +4%
13 MONTENEGRO 57% 300,000 +3%
14 PANAMA 57% 1,900,000 0%
15 ARGENTINA 56% 20,000,000 +5%
16 BERMUDA 56% 30,000 +3%
17 ISRAEL 56% 3,700,000 +6%
18 KYRGYZSTAN 56% 2,600,000 +8%
19 NORWAY 56% 2,600,000 0%
20 URUGUAY 56% 1,600,000 0%
COUNTRIES AND TERRITORIES* WITH THE HIGHEST LEVELS OF POTENTIAL INSTAGRAM ADVERTISING REACH COMPARED TO POPULATION AGED 13+
INSTAGRAM ELIGIBLE AUDIENCE REACH RATE RANKING

77
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS
OF AT LEAST 50,000 PEOPLE. MULTIPLE COUNTRIES REGISTERED GROWTH OF 1 MILLION USERS DURING THE STUDY PERIOD, SO THESE COUNTRIES HAVE ALSO BEEN RANKED ON THE BASIS OF
RELATIVE GROWTH.  COMPARABILITY ADVISORY: BASE CHANGES.
# RELATIVE INCREASE ▲% ▲ USERS# ABSOLUTE INCREASE ▲ USERS ▲%
COUNTRIES AND TERRITORIES WITH THE GREATEST RELATIVE INCREASESCOUNTRIES AND TERRITORIES WITH THE GREATEST ABSOLUTE INCREASES*
01 MYANMAR +44% +400,000
02 CAMBODIA +41% +380,000
03 TURKMENISTAN +41% +35,000
04 LAOS +33% +110,000
05 TIMOR-LESTE +33% +18,000
06 VIETNAM +21% +1,600,000
07 INDIA +20% +20,000,000
08 MALAWI +16% +10,000
09 BURKINA FASO +14% +20,000
10 GUINEA-BISSAU +14% +3,000
01 INDIA +20,000,000 +20%
02 UNITED STATES +10,000,000 +8%
03 INDONESIA +5,000,000 +7%
04 BRAZIL +4,000,000 +4%
05 RUSSIA +3,000,000 +6%
06 MEXICO +2,000,000 +7%
07 JAPAN +2,000,000 +6%
08 TURKEY +2,000,000 +5%
09 VIETNAM +1,600,000 +21%
10 PAKISTAN +1,100,000 +13%
COUNTRIES AND TERRITORIES* WITH THE GREATEST QUARTER-ON-QUARTER INCREASES IN POTENTIAL INSTAGRAM ADVERTISING REACH
INSTAGRAM AUDIENCE: LARGEST INCREASES

78
OCT
2020
3.6%
13.9%
16.5%
8.6%
4.8%
2.3%
1.3%
3.5%
15.7%
16.6%
7.3%
3.5%
1.5%
1.0%
SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE

79
OCT
2020
SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE
DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE
SHARES OF TOTAL MONTHLY ACTIVE USERS. VALUES MAY NOT SUM TO TOTALS DUE TO ROUNDING.  COMPARABILITY ADVISORY: BASE CHANGES.
13-17 83,000,000 42,000,000 3.6% 41,000,000 3.5%
18-24 342,000,000 160,000,000 13.9% 182,000,000 15.7%
25-34 383,000,000 191,000,000 16.5% 192,000,000 16.6%
35-44 183,000,000 99,000,000 8.6% 84,000,000 7.3%
45-54 96,000,000 55,000,000 4.8% 41,000,000 3.5%
55-64 44,000,000 27,000,000 2.3% 17,000,000 1.5%
65+ 26,000,000 15,000,000 1.3% 11,000,000 1.0%
TOTAL 1,158,000,000 590,000,000 50.9% 568,000,000 49.1%
SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
DETAIL OF INSTAGRAM’S ADVERTISING AUDIENCE

80
OCT
2020
SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS
ACCOUNTS. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
AVERAGE MONTHLY
GROWTH IN
ACCOUNT FOLLOWERS
AVERAGE NUMBER
OF MAIN FEED
POSTS PER DAY
PHOTO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
VIDEO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
CAROUSEL POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
+1.46% 1.00 59.0% 14.9% 26.1%
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS

81
OCT
2020
SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. *NOTE: ‘ENGAGEMENT RATE’ (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND
COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF
DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT vs. THE AVERAGES CITED HERE.
AVERAGE
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE
ENGAGEMENT RATE
FOR CAROUSEL POSTS
0.96% 1.03% 0.75% 0.86%
AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS

82
OCT
2020
SOURCE: LOCOWISE (OCTOBER 2020). FIGURES REPRESENT AVERAGES FOR Q3 2020. *NOTE: ‘ENGAGEMENT RATE’ (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND
COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS
ACROSS A VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES.
>100K10K-100K<10K
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
10,000 – 100,000 FOLLOWERS
MORE THAN 100,000 FOLLOWERS
1.55% 0.99% 0.62%
COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS
INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS

84
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020).*NOTES: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL
(REGISTERED) MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART MAY NOT BE DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES
NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA.
LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN*
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON LINKEDIN
QUARTER-ON-
QUARTER CHANGE
IN LINKEDIN’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE*
727 13% +3.5% 43% 57%
MILLION +25 MILLION
LINKEDIN ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN

85
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT
LEAST 50,000 PEOPLE. *ADVISORY: LINKEDIN REMAINS BLOCKED FOR MANY USERS IN RUSSIA, SO ADVERTISERS MAY NOT BE ABLE TO ACHIEVE THE REACH FIGURES REPORTED HERE.
 COMPARABILITY ADVISORY: BASE CHANGES.
01 U.S.A. 170,000,000 0% [UNCHANGED]
02 INDIA 70,000,000 +3% +2,000,000
03 CHINA 60,000,000 +20% +10,000,000
04 BRAZIL 45,000,000 +5% +2,000,000
05 U.K. 29,000,000 0% [UNCHANGED]
06 FRANCE 21,000,000 +5% +1,000,000
07 CANADA 18,000,000 +6% +1,000,000
08 INDONESIA 17,000,000 +6% +1,000,000
09 MEXICO 15,000,000 0% [UNCHANGED]
10 ITALY 14,000,000 0% [UNCHANGED]
11 SPAIN 13,000,000 0% [UNCHANGED]
12 AUSTRALIA 12,000,000 +9% +1,000,000
13 GERMANY 11,000,000 0% [UNCHANGED]
14 TURKEY 9,500,000 +3% +300,000
15 PHILIPPINES 9,200,000 +3% +300,000
16 COLOMBIA 8,900,000 +3% +300,000
17 NETHERLANDS 8,900,000 +1% +100,000
18 ARGENTINA 8,200,000 +2% +200,000
19 SOUTH AFRICA 8,100,000 +1% +100,000
20 RUSSIA* 7,000,000 +1% +100,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL LINKEDIN ADVERTISING REACH
LINKEDIN REACH RANKINGS

86
OCT
2020
8.8%
25.8%
7.0%
1.0%
11.5%
34.1%
9.9%
2.0%
SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
*ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
FEMALE
MALE
SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE

88
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: SNAPCHAT’S
TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO
NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE. GENDER SHARE FIGURES REPORTED HERE REFLECT A SHARE OF THE TOTAL AUDIENCE FIGURE, SO WILL NOT SUM TO 100%.
SNAPCHAT REPORTS
CAN BE REACHED WITH
ADVERTS ON SNAPCHAT
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON SNAPCHAT
QUARTER-ON-
QUARTER CHANGE
IN SNAPCHAT’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS MALE*
433 7.1% +9.1% 59% 39%
MILLION +36 MILLION
SNAPCHAT ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT

89
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
01 U.S.A. 101,900,000 +0.5% +500,000
02 INDIA 49,800,000 +47% +16,000,000
03 FRANCE 22,150,000 +7% +1,500,000
04 U.K. 19,150,000 +8% +1,500,000
05 SAUDI ARABIA 17,900,000 +3% +550,000
06 MEXICO 15,700,000 +3% +500,000
07 GERMANY 13,600,000 +8% +1,050,000
08 BRAZIL 11,200,000 -9% -1,150,000
09 PHILIPPINES 10,750,000 +19% +1,750,000
10 TURKEY 9,700,000 +8% +750,000
11 IRAQ 9,600,000 +10% +900,000
12 CANADA 9,400,000 0% [UNCHANGED]
13 EGYPT 8,900,000 +15% +1,150,000
14 INDONESIA 8,650,000 +35% +2,250,000
15 PAKISTAN 8,200,000 +30% +1,900,000
16 RUSSIA 8,150,000 +8% +600,000
17 AUSTRALIA 6,800,000 +1% +50,000
18 COLOMBIA 5,300,000 +2% +100,000
19= NETHERLANDS 5,200,000 +6% +300,000
19= NIGERIA 5,200,000 +18% +800,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL SNAPCHAT ADVERTISING REACH
SNAPCHAT REACH RANKINGS

90
OCT
2020
13.2%
12.3%
9.6%
12.6%
11.5%
7.6%
8.6%
7.8%
9.4%
5.7%
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN
‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO
100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
13 –17
YEARS OLD
18 – 20
YEARS OLD
21 – 24
YEARS OLD
25 – 34
YEARS OLD
35+
YEARS OLD
MALEFEMALE
SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE

91
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN
‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO
100%. *ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
13-17 91,900,000 57,300,000 13.2% 33,100,000 7.6%
18-20 91,900,000 53,300,000 12.3% 37,500,000 8.6%
21-24 76,900,000 41,800,000 9.6% 33,900,000 7.8%
25-34 96,800,000 54,400,000 12.6% 40,900,000 9.4%
35+ 75,900,000 49,700,000 11.5% 24,900,000 5.7%
TOTAL 433,300,000 256,500,000 59.2% 170,200,000 39.3%
SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
DETAIL OF SNAPCHAT’S ADVERTISING AUDIENCE

93
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: TWITTER DOES
NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES BASED ON AVAILABLE DATA. ADVISORY: DATA REPORTED BY TWITTER’S
SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.  COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES.
TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON TWITTER
QUARTER-ON-
QUARTER CHANGE
IN TWITTER’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
353 5.8% +8.4% 30% 70%
MILLION +27 MILLION
TWITTER ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER

94
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF
AT LEAST 50,000 PEOPLE. ADVISORY: DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
 COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES.
01 U.S.A. 68,700,000 +10% +6,150,000
02 JAPAN 51,900,000 +6% +2,800,000
03 INDIA 18,900,000 +11% +1,900,000
04= BRAZIL 16,650,000 +6% +950,000
04= U.K. 16,650,000 +9% +1,400,000
06 TURKEY 13,450,000 +6% +750,000
07 INDONESIA 13,200,000 +18% +2,000,000
08 SAUDI ARABIA 12,350,000 +3% +350,000
09 MEXICO 10,650,000 +2% +250,000
10 FRANCE 7,900,000 +11% +800,000
11 PHILIPPINES 7,800,000 +1% +50,000
12 SPAIN 7,450,000 +5% +350,000
13 THAILAND 7,350,000 +3% +200,000
14 CANADA 6,250,000 +8% +450,000
15 GERMANY 5,450,000 +30% +1,250,000
16= ARGENTINA 5,200,000 +3% +150,000
16= SOUTH KOREA 5,200,000 +11% +500,000
18 EGYPT 3,700,000 +4% +150,000
19 COLOMBIA 3,450,000 +3% +100,000
20 MALAYSIA 3,150,000 +2% +50,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL TWITTER ADVERTISING REACH
TWITTER REACH RANKINGS

95
OCT
2020
2.6%
8.0% 7.5% 7.5%
4.1%
6.5%
13.6%
21.4%
20.7%
8.2%
SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020), BASED ON MID-POINTS OF PUBLISHED RANGES FOR GENDER AND AGE GROUP.
NOTE: TWITTER’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA REPRESENT TWITTER’S ADVERTISING AUDIENCE ONLY, AND
MAY NOT CORRELATE TO ACTIVE USERS. DATA REPORTED BY TWITTER’S SELF-SERVE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION, EVEN WITHIN SHORT TIMEFRAMES.
13 –17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
FEMALE
MALE
SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF TWITTER’S ADVERTISING AUDIENCE

97
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST
PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER, IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO FIGURES FOR MALE AND FEMALE SHOWN ON THIS CHART WILL NOT SUM TO 100%.
ADVISORY: DATA SHOWN ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT BE REFLECTIVE OF PINTEREST’S TOTAL MONTHLY ACTIVE USER BASE.
PINTEREST REPORTS
CAN BE REACHED WITH
ADVERTS ON PINTEREST
SHARE OF POPULATION
CAN REACH WITH
ADVERTS ON PINTEREST
QUARTER-ON-
QUARTER CHANGE
IN PINTEREST’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT PINTEREST
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT PINTEREST
REPORTS IS MALE*
189 3.1% +5.8% 77% 14%
MILLION +10 MILLION
PINTEREST ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST

98
OCT
2020
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTE: MARKETERS CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES
USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS, SO FIGURES PRESENTED HERE ARE BASED ON AVAILABLE DATA ONLY.  COMPARABILITY ADVISORY: BASE CHANGES.
01 U.S.A. 97,220,000 +6% +5,820,000
02 GERMANY 15,326,000 +3% +431,000
03 U.K. 12,052,000 +1% +80,500
04 FRANCE 10,549,000 +7% +676,500
05 CANADA 10,007,000 +8% +741,000
06 ITALY 6,629,500 +26% +1,350,000
07 SPAIN 6,162,000 +9% +530,000
08 NETHERLANDS 4,734,500 +1% +36,000
09 AUSTRALIA 4,605,500 -7% -343,000
10 POLAND 2,843,500 +4% +121,500
11 BELGIUM 2,426,000 +2% +37,500
12 SWEDEN 1,738,000 -1% -10,000
13 SWITZERLAND 1,630,000 +13% +188,500
14 AUSTRIA 1,629,500 +11% +161,500
15 PORTUGAL 1,506,000 +13% +172,000
16 ROMANIA 1,171,000 -11% -142,500
17 DENMARK 1,131,500 +6% +65,000
18 GREECE 1,119,500 +9% +90,000
19 HUNGARY 1,050,000 +18% +163,000
20 CZECHIA 1,017,500 +43% +305,000
COUNTRIES AND TERRITORIES* WITH THE GREATEST POTENTIAL PINTEREST ADVERTISING REACH
PINTEREST REACH RANKINGS

99
OCT
2020
12.7%
31.3%
14.7%
3.9% 3.5%
8.1%
2.8%
1.7%
5.9%
2.9%
0.9% 0.9%
1.6%
0.7%0.7%
4.1%
1.7%
0.3% 0.3%
1.0%
0.3%
SOURCE: EXTRAPOLATIONS OF DATA FROM PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (OCTOBER 2020). *NOTES: AGE GROUPS AND GENDER DEFINITIONS AS PER PINTEREST’S TOOLS.
MARKETERS CAN CURRENTLY ONLY TARGET A SELECTION OF COUNTRIES USING PINTEREST’S SELF-SERVICE ADVERTISING TOOLS, SO FIGURES PRESENTED HERE ARE BASED ON AVAILABLE DATA
ONLY. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 49*
YEARS OLD
50 – 54*
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE
MALE
UNSPECIFIED
SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF PINTEREST’S ADVERTISING AUDIENCE

101
OCT
2020
SOURCES: COMPANY STATEMENTS; GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020) BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE
GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES SHOWN HERE REPRESENT SHARE OF
THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
NUMBER OF LOGGED-IN
USERS OF YOUTUBE
EACH MONTH
SHARE OF POPULATION
AGED 13+ THAT LOGS IN
TO YOUTUBE EACH MONTH
TOTAL NUMBER OF
HOURS WATCHED ON
YOUTUBE EACH DAY
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE AND FEMALE USERS*
MALE USERS AS A
PERCENTAGE OF TOTAL
2 33% 1 44% 56%
BILLION BILLION
ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD
YOUTUBE OVERVIEW
global
web
index

102
OCT
2020
SOURCE: FACEBOOK (LATEST AVAILABLE DATA IN OCTOBER 2020); GENDER DATA FROM GLOBALWEBINDEX (Q2 2020). *NOTES: WHATSAPP RESTRICTS USE TO PEOPLE AGED 13 AND ABOVE,
AND TO PEOPLE AGED 16 AND ABOVE IN THE EU. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES SHOWN HERE REPRESENT SHARE OF
THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
TOTAL NUMBER OF
WORLDWIDE USERS
OF WHATSAPP
SHARE OF GLOBAL
POPULATION AGED 13+
THAT USES WHATSAPP*
TOTAL NUMBER OF
WORLDWIDE USERS OF
WHATSAPP BUSINESS
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
2 33% 50 46% 55%
BILLION MILLION
ESSENTIAL HEADLINES FOR WHATSAPP USE AROUND THE WORLD
WHATSAPP OVERVIEW
global
web
index

103
OCT
2020
SOURCE: FACEBOOK (LATEST AVAILABLE DATA IN OCTOBER 2020). *NOTE: FACEBOOK ONLY REPORTS GENDER DATA FOR ‘FEMALE’ AND ‘MALE’. PERCENTAGES SHOWN HERE REPRESENT SHARE
OF THOSE 2 GENDERS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
TOTAL NUMBER OF PEOPLE
WORLDWIDE USING
FACEBOOK MESSENGER
SHARE OF POPULATION
AGED 13+ THAT USES
FACEBOOK MESSENGER
MESSAGES SENT BETWEEN
PEOPLE AND BUSINESSES ON
MESSENGER EACH MONTH
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE AND FEMALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
MALE AND FEMALE USERS
1.3 21% 10 45% 55%
BILLION BILLION
ESSENTIAL HEADLINES FOR FACEBOOK MESSENGER USE AROUND THE WORLD
FACEBOOK MESSENGER OVERVIEW

104
OCT
2020
SOURCE: TENCENT Q2 2020 EARNINGS ANNOUNCEMENT (AUGUST 2020). *NOTE: FIGURES REFLECT COMBINED DATA FOR USAGE OF BOTH WECHAT AND WEIXIN (THE VERSION OF
WECHAT AVAILABLE TO USERS IN MAINLAND CHINA).  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER
PLATFORMS INCLUDED IN THIS REPORT.
NUMBER OF WORLDWIDE
MONTHLY ACTIVE USERS
OF WECHAT AND WEIXIN*
SHARE OF POPULATION
AGED 13+ THAT USES WECHAT
OR WEIXIN EACH MONTH
QUARTER-ON-QUARTER
INCREASE IN MONTHLY ACTIVE
USERS OF WECHAT AND WEIXIN
YEAR-ON-YEAR
INCREASE IN MONTHLY ACTIVE
USERS OF WECHAT AND WEIXIN
1.21 20% +0.3% +6.5%
BILLION
ESSENTIAL HEADLINES FOR WECHAT USE AROUND THE WORLD
WECHAT OVERVIEW

105
OCT
2020
SOURCES: TIKTOK LEGAL DOCUMENTS (AUGUST 2020); DOWNLOAD DATA FROM SENSORTOWER (OCT 2020) BASED ON WORLDWIDE DATA FOR THE APPLE IOS AND GOOGLE PLAY STORES;
GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020). *NOTES: DOES NOT INCLUDE DOUYIN. GENDER DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR
MORE DETAILS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
NUMBER OF PEOPLE
USING TIKTOK*
AROUND THE WORLD
SHARE OF POPULATION
AGED 13+ THAT USES
TIKTOK EACH MONTH
WORLDWIDE TIKTOK
APP DOWNLOADS
IN SEPTEMBER 2020
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
689 11% 32 47% 53%
MILLION MILLION
ESSENTIAL HEADLINES FOR TIKTOK USE AROUND THE WORLD
TIKTOK OVERVIEW
global
web
index

106
OCT
2020
SOURCE: WEIBO CORPORATION Q2 2020 EARNINGS ANNOUNCEMENT (SEPTEMBER 2020). *NOTE: SINA WEIBO RESTRICTS USE OF ITS PLATFORM TO PEOPLE AGED 14 AND ABOVE.
NUMBER OF WORLDWIDE
MONTHLY ACTIVE
SINA WEIBO USERS
SHARE OF POPULATION
AGED 14+ THAT USES SINA
WEIBO EACH MONTH*
YEAR-ON-YEAR INCREASE
IN THE NUMBER OF MONTHLY
ACTIVE SINA WEIBO USERS
PERCENTAGE OF ACTIVE
SINA WEIBO USERS WHO
ACCESS VIA MOBILE DEVICES
523 8.8% +7.6% 94%
MILLION
ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND THE WORLD
SINA WEIBO OVERVIEW

107
OCT
2020
SOURCES: REDDIT (ACCESSED OCTOBER 2020); GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020) BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64.
SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: DAILY AD IMPRESSIONS BASED ON LATEST AVAILABLE DATA. GENDER SHARE DATA ONLY REPRESENTS USERS AGED 16 TO 64. DATA
ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
NUMBER OF
WORLDWIDE MONTHLY
ACTIVE REDDIT USERS
SHARE OF POPULATION
AGED 13+ THAT USES
REDDIT EACH MONTH
WORLDWIDE DAILY AD
IMPRESSIONS DELIVERED
ON REDDIT IN OCT 2020*
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
430 7.1% 134 41% 59%
MILLION MILLION
ESSENTIAL HEADLINES FOR REDDIT USE AROUND THE WORLD
REDDIT OVERVIEW

108
OCT
2020
SOURCES: TELEGRAM (OCT 2020); DOWNLOAD DATA FROM SENSORTOWER (OCT 2020) BASED ON WORLDWIDE DATA FOR THE APPLE IOS AND GOOGLE PLAY STORES; GENDER SHARE DATA
FROM GLOBALWEBINDEX (Q2 2020). *NOTES: GENDER SHARE DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
TOTAL NUMBER OF
WORLDWIDE MONTHLY
ACTIVE TELEGRAM USERS
SHARE OF POPULATION
AGED 13+ THAT USES
TELEGRAM EACH MONTH
WORLDWIDE TELEGRAM
APP DOWNLOADS
IN SEPTEMBER 2020*
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
400 6.6% 29 41% 59%
MILLION MILLION
ESSENTIAL HEADLINES FOR TELEGRAM USE AROUND THE WORLD
TELEGRAM OVERVIEW

109
OCT
2020
SOURCES: QUORA (ACCESSED OCTOBER 2020); GENDER SHARE DATA FROM GLOBALWEBINDEX (Q2 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: GENDER SHARE DATA
ONLY REPRESENTS USERS AGED 16 TO 64. DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THOSE 2 GENDERS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
TOTAL NUMBER OF
WORLDWIDE MONTHLY
ACTIVE QUORA USERS
SHARE OF POPULATION
AGED 13+ THAT USES
QUORA EACH MONTH
AVERAGE TIME EACH USER
SPENDS USING QUORA’S
MOBILE APP EACH DAY
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
300 4.9% 15 40% 60%
MILLION MINUTES
QUORA OVERVIEW
ESSENTIAL HEADLINES FOR QUORA USE AROUND THE WORLD

111
OCT
2020
SOURCE: GSMA INTELLIGENCE (OCTOBER 2020). NOTE: PERCENTAGES MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURES
QUOTED HERE DO NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR
PREVIOUS REPORTS.
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
UNIQUE MOBILE
USERS AS A PERCENTAGE
OF TOTAL POPULATION
NUMBER OF MOBILE
CONNECTIONS
(EXCLUDING IOT)
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
5.20 67% 7.92 101% 1.52
BILLION BILLION
A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS
MOBILE USERS vs. MOBILE CONNECTIONS

112
OCT
2020
SOURCES: GSMA INTELLIGENCE (OCTOBER 2020); ERICSSON MOBILITY REPORT (JUNE 2020); ERICSSON MOBILITY CALCULATOR (ACCESSED OCTOBER 2020). NOTE: CONNECTIONS FIGURES
DO NOT INCLUDE CELLULAR IOT CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS.
TOTAL NUMBER
OF MOBILE USERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
TOTAL NUMBER
OF MOBILE USERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA
6.03 8.10
BILLION BILLION
5.20 7.92
BILLION BILLION
COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS
PERSPECTIVES: MOBILE USERS vs. CONNECTIONS

113
OCT
2020
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020). *NOTE: EXCLUDES MOBILE IOT CONNECTIONS.
SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
ASSOCIATED WITH
FEATURE PHONES
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
74.4% 22.0% 3.6%
PERCENTAGE OF GLOBAL MOBILE CONNECTIONS* ASSOCIATED WITH EACH TYPE OF MOBILE DEVICE
SHARE OF GLOBAL MOBILE CONNECTIONS BY DEVICE

114
OCT
2020
SOURCE: ERICSSON MOBILE VISUALIZER (ACCESSED OCTOBER 2020). *NOTE: FIGURES REPRESENT THE MONTHLY AVERAGE ACROSS ALL THREE MONTHS OF THE STATED QUARTER.
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE:
2.34 2.63 2.87 3.18 3.58 4.11 4.68 5.22 5.71 6.36 7.09
8.67
9.68
10.63
11.69
13.60
15.94
18.37
21.78
26.54
29.02
32.66
36.49
39.56
45.16
50.03
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
8.4GB
MONTHLY AVERAGE* GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
EVOLUTION OF GLOBAL MOBILE DATA CONSUMPTION

115
OCT
2020
SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020). *NOTES: AN EXABYTE IS EQUIVALENT TO 1 BILLION GIGABYTES. DATA VOLUME REFERS SOLELY TO MOBILE DATA
NETWORKS, AND DOES NOT INCLUDE DATA TRANSMITTED OVER WIFI. VALUES ARE BASED ON THE LATEST REPORTED VALUES FOR 2020, AND MAY NOT MATCH THE QUARTERLY AVERAGE
FIGURES SHOWN ELSEWHERE IN THIS REPORT.
SHARE OF MOBILE DATA:
WEB BROWSING
AUDIO APPS
FILE SHARING
OTHER KINDS OF APP
CURRENT GLOBAL MONTHLY
MOBILE DATA VOLUME*
VIDEO APPS
SOCIAL NETWORKING
SOFTWARE UPDATES
3.2% 1.7% 0.7% 14.3%
EXABYTES EXABYTES EXABYTES EXABYTES
46.1 66.2% 10.0% 3.9%
EXABYTES EXABYTES EXABYTES EXABYTES
SHARE OF TOTAL GLOBAL MOBILE DATA VOLUME* BY CATEGORY OF APPLICATION
SHARE OF GLOBAL MOBILE DATA BY CATEGORY

116
OCT
2020
SOURCES: APP ANNIE (OCTOBER 2020); ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020); KEPIOS ANALYSIS.
*NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
NUMBER OF MOBILE
APP DOWNLOADS
(GLOBAL, ALL PLATFORMS)
ANNUAL GROWTH IN
THE NUMBER OF MOBILE
APP DOWNLOADS
TOTAL VALUE OF
GLOBAL CONSUMER
SPEND ON MOBILE APPS
ANNUAL GROWTH IN THE
VALUE OF CONSUMER
AVERAGE CONSUMER
SPEND ON APPS
PER SMARTPHONE*
33 +9% $28 +24% $4.64
BILLION BILLION
GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN USD) BETWEEN 01 JUL TO 30 SEP 2020, ACCORDING TO APP ANNIE
APPS: GLOBAL TRENDS IN Q3 2020 (APP ANNIE)

117
OCT
2020
SOURCE: SENSORTOWER (OCT 2020); ERICSSON MOBILITY VISUALIZER (ACCESSED OCTOBER 2020); KEPIOS ANALYSIS.
*NOTE: CALCULATIONS FOR AVERAGE CONSUMER SPEND PER SMARTPHONE USE DATA FROM MULTIPLE SOURCES.
NUMBER OF MOBILE
APP DOWNLOADS
(GLOBAL, ALL PLATFORMS)
ANNUAL GROWTH IN
THE NUMBER OF MOBILE
APP DOWNLOADS
TOTAL VALUE OF
GLOBAL CONSUMER
ANNUAL GROWTH IN THE
VALUE OF CONSUMER
AVERAGE CONSUMER
SPEND ON APPS
PER SMARTPHONE*
36.5 +23% $29.3 +32% $4.86
BILLION BILLION
GLOBAL APP DOWNLOADS AND CONSUMER SPEND ON MOBILE APPS (IN USD) BETWEEN 01 JUL TO 30 SEP 2020, ACCORDING TO SENSORTOWER
APPS: GLOBAL TRENDS IN Q3 2020 (SENSORTOWER)

118
OCT
2020
SOURCE: APP ANNIE (OCTOBER 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. *NOTES: DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE DATA FOR DOWNLOADS
FROM THIRD-PARTY ANDROID STORES. DOES NOT INCLUDE PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID DEVICES AND SAFARI ON IOS DEVICES).
# GAME NAME COMPANY# APP NAME COMPANY
RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERSRANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS (EXCLUDING CHINA)
01 PUBG MOBILE TENCENT
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 AMONG US! INNER SLOTH
04 ROBLOX ROBLOX
05 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
06 SUBWAY SURFERS KILOO
07 FREE FIRE SEA
08 MINECRAFT POCKET EDITION MOJANG
09 POKÉMON GO NIANTIC
10 LUDO KING GAMETION
01 FACEBOOK FACEBOOK
02 WHATSAPP FACEBOOK
03 FACEBOOK MESSENGER FACEBOOK
04 INSTAGRAM FACEBOOK
05 AMAZON AMAZON
06 TWITTER TWITTER
07 NETFLIX NETFLIX
08 SPOTIFY SPOTIFY
09 TIKTOK BYTEDANCE
10 TELEGRAM TELEGRAM
GLOBAL RANKINGS* OF TOP MOBILE APPS AND GAMES BY AVERAGE NUMBER OF MONTHLY ACTIVE USERS BETWEEN 01 JULY AND 30 SEPTEMBER 2020
GLOBAL MOBILE APP RANKINGS: ACTIVE USERS

119
OCT
2020
SOURCE: APP ANNIE (OCTOBER 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADSRANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS
01 MY TALKING TOM FRIENDS JINKE CULTURE - OUTFIT7
02 AMONG US! INNER SLOTH
03 SCRIBBLE RIDER VOODOO
04 SUBWAY SURFERS KILOO
05 CUBE SURFER VOODOO
06 FREE FIRE SEA
07 STACK COLORS VOODOO
08 TIE DYE CRAZY LABS
09 TILES HOP: EDM RUSH AMANOTES
10 HOMESCAPES PLAYRIX
01 TIKTOK BYTEDANCE
02 FACEBOOK FACEBOOK
03 WHATSAPP FACEBOOK
04 ZOOM CLOUD MEETINGS ZOOM
05 GOOGLE MEET GOOGLE
06 INSTAGRAM FACEBOOK
07 FACEBOOK MESSENGER FACEBOOK
08 SNACK VIDEO JOYO TECHNOLOGY
09 TELEGRAM TELEGRAM
10 SNAPCHAT SNAP
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN 01 JULY AND 30 SEPTEMBER 2020
GLOBAL MOBILE APP RANKINGS: DOWNLOADS

120
OCT
2020
SOURCE: APP ANNIE (OCTOBER 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. NOTE: DOES NOT INCLUDE DATA FOR CONSUMER SPEND VIA THIRD-PARTY ANDROID STORES.
RANKING OF MOBILE GAMES BY CONSUMER SPENDRANKING OF MOBILE APPS BY CONSUMER SPEND
01 POKÉMON GO NIANTIC
02 HONOUR OF KINGS TENCENT
03 ROBLOX ROBLOX
04 MONSTER STRIKE MIXI
05 FATE / GRAND ORDER SONY
06 COIN MASTER MOON ACTIVE
07 PUBG MOBILE TENCENT
08 LINEAGE M NCSOFT
09 GAME FOR PEACE TENCENT
10 CANDY CRUSH SAGA ACTIVISION BLIZZARD
01 TINDER TINDER
02 TIKTOK BYTEDANCE
03 YOUTUBE GOOGLE
04 DISNEY+ DISNEY
05 TENCENT VIDEO TENCENT
06 GOOGLE ONE GOOGLE
07 BIGO LIVE BIGO
08 NETFLIX NETFLIX
09 PICCOMA KAKAO
10 IQIYI BAIDU
GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND BETWEEN 01 JULY AND 30 SEPTEMBER 2020
GLOBAL MOBILE APP RANKINGS: CONSUMER SPEND

121
OCT
2020
SOURCE: STATCOUNTER (ACCESSED OCTOBER 2020). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR
SEPTEMBER 2020. ANNUAL CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). *NOTES: FIGURES FOR SAMSUNG OS
REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.
SHARE OF WEB TRAFFIC
ORIGINATING FROM
ANDROID DEVICES
ORIGINATING FROM
APPLE IOS DEVICES
ORIGINATING FROM
KAI OS DEVICES
ORIGINATING FROM
SAMSUNG OS DEVICES*
ORIGINATING FROM
OTHER OS DEVICES
SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019: SEP 2020 vs. SEP 2019:
74.4% 25.0% 0.08% 0.22% 0.29%
-2.4% +11.1% -78.9% +22.2% -59.2%
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS
SHARE OF WEB TRAFFIC BY MOBILE OS

123
OCT
2020
SEARCHED ONLINE FOR
A PRODUCT OR SERVICE
TO BUY (ANY DEVICE)
VISITED AN ONLINE
RETAIL SITE OR STORE
(ANY DEVICE)
USED A SHOPPING
APP ON A MOBILE
PHONE OR ON A TABLET
PURCHASED A
PRODUCT ONLINE
(ANY DEVICE)
PURCHASED A
PRODUCT ONLINE
VIA A MOBILE PHONE
82% 89% 66% 74% 52%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH
ECOMMERCE ACTIVITY OVERVIEW
global
web
index
global
web
index

124
OCT
2020
87%
85%
84%
83%
83%
83%
82%
81%
81%
80%
79%
78%
78%
76%
76%
75%
74%
74%
74%
74%
73%
73%
73%
73%
72%
72%
71%
71%
71%
71%
71%
70%
69%
69%
68%
67%
64%
64%
60%
58%
57%
53%
45%
INDONESIA
U.K.
MALAYSIA
GERMANY
SOUTHKOREA
THAILAND
POLAND
AUSTRIA
U.S.A.
TAIWAN
ITALY
SWITZERLAND
IRELAND
SINGAPORE
CHINA
DENMARK
BELGIUM
VIETNAM
NETHERLANDS
WORLDWIDE
SPAIN
CANADA
ROMANIA
HONGKONG
SAUDIARABIA
SWEDEN
FRANCE
TURKEY
AUSTRALIA
NEWZEALAND
PHILIPPINES
MEXICO
INDIA
JAPAN
PORTUGAL
BRAZIL
U.A.E.
ISRAEL
ARGENTINA
COLOMBIA
RUSSIA
SOUTHAFRICA
EGYPT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION
global
web
index

125
OCT
2020
75.0%
77.5% 75.9% 73.7%
70.0%
67.2%
73.8% 74.4% 75.6%
69.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
MALEFEMALE
PERCENTAGE OF INTERNET USERS WHO SAY THEY BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION BY AGE AND GENDER
global
web
index

126
OCT
2020
79%
71%
69%
61%
61%
61%
60%
60%
55%
55%
53%
53%
52%
50%
49%
49%
46%
45%
45%
43%
42%
42%
41%
40%
39%
39%
39%
38%
38%
38%
35%
34%
34%
34%
33%
32%
32%
31%
31%
30%
30%
29%
29%
INDONESIA
THAILAND
MALAYSIA
SAUDIARABIA
PHILIPPINES
SOUTHKOREA
CHINA
TAIWAN
VIETNAM
SINGAPORE
INDIA
TURKEY
WORLDWIDE
HONGKONG
U.A.E.
MEXICO
U.K.
U.S.A.
IRELAND
BRAZIL
COLOMBIA
ITALY
POLAND
ROMANIA
NETHERLANDS
ARGENTINA
SWEDEN
ISRAEL
SPAIN
AUSTRIA
GERMANY
EGYPT
AUSTRALIA
NEWZEALAND
DENMARK
SWITZERLAND
PORTUGAL
SOUTHAFRICA
RUSSIA
CANADA
FRANCE
BELGIUM
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION
global
web
index

127
OCT
2020
59.9% 59.5%
55.5%
44.5%
30.2%
51.2%
54.6%
52.4%
45.4%
28.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER
global
web
index

128
OCT
2020
26.0%
30.3%
32.0%
39.8%
47.0%
28.4%
32.3%
35.0%
44.9%
51.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO SAY THEY BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH
PERSPECTIVE: ECOMMERCE PURCHASE VIA A COMPUTER
global
web
index

129
OCT
2020
77%
75%
74%
73%
72%
71%
70%
70%
69%
69%
68%
68%
68%
67%
67%
66%
65%
64%
62%
62%
61%
61%
61%
60%
60%
59%
59%
58%
58%
58%
56%
52%
52%
51%
51%
51%
50%
49%
49%
48%
47%
47%
46%
46%
34%
33%
33%
SOUTHKOREA
POLAND
SWEDEN
NEWZEALAND
RUSSIA
KENYA
U.K.
BELGIUM
BRAZIL
PORTUGAL
CANADA
DENMARK
NETHERLANDS
FRANCE
CHINA
AUSTRALIA
NIGERIA
SINGAPORE
SWITZERLAND
IRELAND
SOUTHAFRICA
ITALY
SPAIN
JAPAN
WORLDWIDE
HONGKONG
MALAYSIA
ISRAEL
ARGENTINA
U.S.A.
TURKEY
INDIA
SAUDIARABIA
ROMANIA
INDONESIA
GHANA
MEXICO
AUSTRIA
GERMANY
TAIWAN
VIETNAM
THAILAND
U.A.E.
COLOMBIA
MOROCCO
EGYPT
PHILIPPINES
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY WOULD PREFER TO PAY WITHOUT USING CASH (REGARDLESS OF CHANNEL)
RETAIL PAYMENT PREFERENCES: PREFER TO AVOID CASH
global
web
index

Digital 2020: Essential Insights into How People Around the World Use the Internet

Digital 2020: Essential Insights into How People Around the World Use the Internet

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