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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
8776                                          8762
9361937 39273093987230292                       8723 98787234587623459
                   7 254427 29203292729283623                  34876  34589456098459873
                                                                                           4
78276282927352412                    7623 76236745348627635                        76234
 62348723476234 90834509234098238                         8572  03897458976234958
                                      87560349809823940                               762
 394857298264359  8736456234587243                          68395  86908734509873245
                    3458763847652347   62345987458973549             98490803499832409
                                                                                          0
45085698734569872                        38920909234098234
                                                              98234
                                                                                          34
                     2 3478676554764389                      62349  23476234972384762
35473465987340598                        73245974560982837                                  3
                     9 3495873245213489                          6230  97245908762349762
 56703495872387230                   23409  84508973458762358                       8620
 23782872379724  97369742698234976                        94861  34978623948623947
                   3498612349876349  78623498623947623             92479874184862763
                                                                                      534
 8612409723498612                       48763987298123982
                                                            43783                          0
                    74783476438748763                           8756 03498098239408572
97623645234765888                         98736456234587243                                 5
                     5 09839485729826435                       76234  59874589735496839
 45609845987345874                  45698  72345876384765234                        4982
 7623495876234 05897234508569873                         76438   93892090923409823
                                     34059823478676554                               7628
450987324576234  78678635473465987                         21348  97324597456098283
                   3850956703495872   38723093495873245             98745897354968395
                                                                                         86
           0902 4
8034998324GET9MORE #SDMW9REPORTS84765WEARESOCIAL.SG234982349 62345
                                  56 87  23458763 AT 2347
2349587 62340 58972345085698734                 67655 47643893892090923
                                                                            4098
                    6 35473 46598734059823478                   73245  97456098283762349
 98732457623478678                  87230  93495873245213489                        23458
 4998324090294  38509567034958723                        58972   34508569873456987
                  4560982837628974   58976234958762340             35473465987340598
                                                                                      234
2452134897324597                       34509873245762347
                                                            86786                          4
                    7354968395869087                                 70349587238723093
  2347623459874589                             83240902943850956
                                                                                       73
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

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We Are Social’s Guide to Social, Digital and Mobile in Pakistan (2nd Edition, Jan 2013)

  • 1. SOCIAL, DIGITAL AND MOBILE IN PAKISTAN JANUARY 2013 we are social
  • 2. 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
  • 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)
  • 4. CURRENT POPULATION OF PAKISTAN: 190,291,000 SOURCE: THE US CENSUS BUREAU (OCT 2012) 4
  • 5. 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
  • 6. THAT EQUATES TO A NEW BABY BORN EVERY 11 SECONDS SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (DEC 2012) 6
  • 7. ANNUAL GROWTH OF PAKISTAN’S POPULATION: 1.6% SOURCE: US CENSUS BUREAU (DEC 2012) 7
  • 8. 67% OF PAKISTAN’S POPULATION IS UNDER THE AGE OF 30 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 8
  • 9. 35% 0F PAKISTAN’S POPULATION IS BELOW THE AGE OF 15 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 9
  • 10. 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
  • 11. NUMBER OF INTERNET USERS IN PAKISTAN: 29,128,970 SOURCE: INTERNETWORLDSTATS (ACCESSED DEC 2012) 11
  • 12. INTERNET PENETRATION IN PAKISTAN: 15% SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (ACCESSED DEC 2012); AND THE US CENSUS BUREAU (OCT 2012) 12
  • 13. NUMBER OF BROADBAND SUBSCRIPTIONS IN PAKISTAN: 2,000,000 SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 13
  • 14. BROADBAND PENETRATION IN PAKISTAN: 7% SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (DEC 2011), AND PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 14
  • 15. BROADBAND SUBSCRIPTIONS IN PAKISTAN INCREASED BY 43% IN THE 12 MONTHS TO MAY 2012 SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 15
  • 16. 80% OF PAKISTAN’S NETIZENS SPEND MORE THAN ONE HOUR ONLINE PER DAY SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 16
  • 17. THE AVERAGE ONLINE SESSION IN PAKISTAN: 3 5 WEBSITES MINUTES SOURCE: EFFECTIVE MEASURE (MAY 2012) 17
  • 18. 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
  • 19. 60% OF PAKISTANI NETIZENS INTERACT WITH BRANDS ONLINE SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 19
  • 20. NUMBER OF SOCIAL MEDIA USERS IN PAKISTAN: 8,007,640 SOURCE: SOCIALBAKERS (JAN 2013) 20
  • 21. SOCIAL MEDIA PENETRATION IN PAKISTAN: 4% SOURCES: BASED ON DATA FROM SOCIALBAKERS (JAN 2013) AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 21
  • 22. 28% OF PAKISTAN’S SOCIAL MEDIA USERS USE MORE THAN ONE SOCIAL PLATFORM SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 22
  • 23. FAVOURITE SOCIAL MEDIA AMONGST PAKISTAN’S NETIZENS 53% 25% 14% FACEBOOK YOUTUBE GOOGLE+ SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) 23
  • 24. 69% OF SOCIAL MEDIA USERS IN PAKISTAN ARE MALE SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 24
  • 25. THE NUMBER OF FACEBOOK USERS IN PAKISTAN HAS GROWN BY 1,379,360 IN THE PAST 6 MONTHS SOURCE: SOCIALBAKERS (DEC 2012) 25
  • 26. (! THAT’S ONE NEW FACEBOOK USER EVERY 12 SECONDS )! SOURCE: BASED ON DATA FROM SOCIALBAKERS (DEC 2012) 26
  • 27. 65% OF PAKISTAN’S FACEBOOK USERS ARE UNDER THE AGE OF 25 SOURCE: FACEBOOK AD MANAGER (ACCESSED SEP 2012) 27
  • 28. 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
  • 29. 72% OF PAKISTAN’S FACEBOOK USERS LOG IN EVERY DAY SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 29
  • 30. PAKISTANIS SPEND AN AVERAGE OF 40 MINUTES PER DAY ON FACEBOOK SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 30
  • 31. (! 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
  • 32. 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
  • 33. 50% OF PAKISTAN’S FACEBOOK USERS LOG ON BETWEEN 6PM AND MIDNIGHT SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 33
  • 34. 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
  • 35. PAKISTAN’S FACEBOOK USERS HAVE AN AVERAGE OF 135 FACEBOOK FRIENDS SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) 35
  • 36. 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
  • 37. 60% OF PAKISTAN’S FACEBOOK USERS INTERACT WITH BRANDS ON THE PLATFORM SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) 37
  • 38. 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
  • 39. 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
  • 40. 17% OF PAKISTANI NETIZENS REGULARLY CLICK ON ADVERTISEMENTS ON SOCIAL MEDIA SITES SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) 40
  • 41. 71% OF PAKISTAN’S NETIZENS NEVER CLICK ADS ON SOCIAL NETWORKING WEBSITES SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) 41
  • 42. 33% OF PAKISTAN’S FACEBOOK USERS ACCESS THE SITE VIA SMARTPHONES SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 42
  • 43. 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
  • 44. NUMBER OF TWITTER USERS IN PAKISTAN: 1,900,000 SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) 44
  • 45. NUMBER OF LINKEDIN USERS IN PAKISTAN: 1,200,000 SOURCE: SOCIALBAKERS (SEP 2012) 45
  • 46. LINKEDIN PENETRATION IN PAKISTAN: 0.68% SOURCE: SOCIALBAKERS (SEP 2012) 46
  • 47. DAILY UNIQUE VISITORS TO YOUTUBE FROM PAKISTAN 1,400,000 SOURCE: MVF GLOBAL 47
  • 48. NUMBER OF PAKISTANIS USING PINTEREST: 115,000 SOURCE: B SOLUTIONS, AS CITED IN TRIBUNE (SEP 2012) 48
  • 49. MOBILE SUBSCRIBERS IN PAKISTAN: 119,860,800 SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 49
  • 50. (! PAKISTAN IS THE FIFTH LARGEST MOBILE PHONE MARKET IN ASIA )! SOURCE: SYBASE 365, AS CITED IN DEVELOPINGTELECOMS (JUL 2012) 50
  • 51. 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
  • 52. (! THAT’S ONE NEW MOBILE SUBSCRIPTION EVERY 2 SECONDS )! SOURCE: BASED ON DATA FROM PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 52
  • 53. FIXED LINE TELEPHONY PENETRATION IN PAKISTAN: 1.7% SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 53
  • 54. 3G SUBSCRIBERS IN PAKISTAN: 500,000 SOURCE: BUSINESS MONITOR INTERNATIONAL, AS CITED IN DEVELOPINGTELECOMS (JAN 2012) 54
  • 55. 3G PENETRATION IN PAKISTAN: 0.4% SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL; AND PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) 55
  • 56. MOBILE INTERNET USERS IN PAKISTAN: 15,000,000 SOURCE: ISPAK (APR 2012) 56
  • 57. 64% OF PAKISTANIS HAVE POTENTIAL INTERNET CONNECTIONS VIA THEIR MOBILE PHONES SOURCE: PAKISTAN GOVERNMENT REPORT, AS CITED IN THE GUARDIAN (MAY 2012) 57
  • 58. MOBILE ACCOUNTS FOR 15% OF INTERNET USAGE IN PAKISTAN SOURCE: STATSCOUNTER (MAR 2012), AS CITED IN PROPAKISTANI.PK (MAY 2012) 58
  • 59. 75% OF MOBILE INTERNET USE IN PAKISTAN ORIGINATES FROM PHONES RUNNING SYMBIAN SOURCE: STATSCOUNTER (MAR 2012), AS CITED IN PROPAKISTANI.PK (MAY 2012) 59
  • 60. 80% OF MOBILE USERS IN PAKISTAN HAVE PHONES THAT COST LESS THAN $100 SOURCE: NOKIA, AS CITED IN AURORAMAG (SEP 2012) 60
  • 61. NUMBER OF MOBILE BANKING ACCOUNTS IN PAKISTAN: 1,450,000 SOURCE: STATE BANK OF PAKISTAN (SEP 2012) 61
  • 62. ANNUAL GROWTH OF MOBILE BANKING USE IN PAKISTAN: 37% SOURCE: STATE BANK OF PAKISTAN (SEP 2012) 62
  • 63. 8776 8762 9361937 39273093987230292 8723 98787234587623459 7 254427 29203292729283623 34876 34589456098459873 4 78276282927352412 7623 76236745348627635 76234 62348723476234 90834509234098238 8572 03897458976234958 87560349809823940 762 394857298264359 8736456234587243 68395 86908734509873245 3458763847652347 62345987458973549 98490803499832409 0 45085698734569872 38920909234098234 98234 34 2 3478676554764389 62349 23476234972384762 35473465987340598 73245974560982837 3 9 3495873245213489 6230 97245908762349762 56703495872387230 23409 84508973458762358 8620 23782872379724 97369742698234976 94861 34978623948623947 3498612349876349 78623498623947623 92479874184862763 534 8612409723498612 48763987298123982 43783 0 74783476438748763 8756 03498098239408572 97623645234765888 98736456234587243 5 5 09839485729826435 76234 59874589735496839 45609845987345874 45698 72345876384765234 4982 7623495876234 05897234508569873 76438 93892090923409823 34059823478676554 7628 450987324576234 78678635473465987 21348 97324597456098283 3850956703495872 38723093495873245 98745897354968395 86 0902 4 8034998324GET9MORE #SDMW9REPORTS84765WEARESOCIAL.SG234982349 62345 56 87 23458763 AT 2347 2349587 62340 58972345085698734 67655 47643893892090923 4098 6 35473 46598734059823478 73245 97456098283762349 98732457623478678 87230 93495873245213489 23458 4998324090294 38509567034958723 58972 34508569873456987 4560982837628974 58976234958762340 35473465987340598 234 2452134897324597 34509873245762347 86786 4 7354968395869087 70349587238723093 2347623459874589 83240902943850956 73
  • 64. 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.
  • 65. WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG