Digital in 2018: Q3 Global Digital Statshot

1
2018 Q3 GLOBAL
DIGITAL STATSHOTESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE USE AROUND THE WORLD

4
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
JUL
2018
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL AROUND THE WORLD IN JULY 2018THE LATEST STATISTICAL INDICATORS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USE AROUND THE WORLD
7.636 4.119 3.356 5.089 3.096
BILLION BILLION BILLION BILLION BILLION
55% 54% 44% 67% 40%

5
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JUL
2018
GLOBAL ANNUAL DIGITAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
JUL 2017 – JUL 2018 JUL 2017 – JUL 2018 JUL 2017 – JUL 2018 JUL 2017 – JUL 2018
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA; FACEBOOK;
GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA;
SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S “Q3 2017 DIGITAL STATSHOT”
+8% +11% +1% +11%
+300 MILLION +328 MILLION +37 MILLION +316 MILLION

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TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JUL
2018
INTERNET USEBASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT
OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
4.119 54% 3.802 50%
BILLION BILLION

8
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JUL
2018
SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
SOURCE: STATCOUNTER, JULY 2018.
43.6% 52.5% 3.8% 0.10%
+3% -1% -19% -23%

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AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JUL
2018
INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES: OOKLA SPEEDTEST, JUNE 2018; GOOGLE CONSUMER BAROMETER, JULY 2018. NOTES: GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY, WHICH WE HAVE WEIGHTED BY
THE NUMBER OF INTERNET USERS PER COUNTRY. DATA REPRESENTS ADULT RESPONDENTS IN SELECTED COUNTRIES ONLY; PLEASE SEE HTTP://WWW.CONSUMERBAROMETER.COM FOR MORE
INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
46.25 23.54 12% 22% 57%
MBPS MBPS

10
INTERNET CONNECTION SPEED RANKINGSJUL
2018 BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED AND MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS
# COUNTRY SPEED IN MBPS
01 SINGAPORE 180.57
02 HONG KONG 150.70
03 ICELAND 148.95
04 SOUTH KOREA 114.07
05 ROMANIA 108.42
06 JERSEY 99.25
07 HUNGARY 94.44
08 UNITED STATES 93.98
09 SWEDEN 92.08
10 SWITZERLAND 91.89
FASTEST AVERAGE FIXED INTERNET CONNECTIONS FASTEST AVERAGE MOBILE INTERNET CONNECTIONS
# COUNTRY SPEED IN MBPS
01 QATAR 63.22
02 NORWAY 62.14
03 UNITED ARAB EMIRATES 54.67
04 SINGAPORE 53.53
05 ICELAND 52.39
06 NETHERLANDS 51.83
07 CANADA 50.75
08 AUSTRALIA 50.52
09 HUNGARY 48.81
10 BELGIUM 48.24
SOURCE: OOKLA SPEEDTEST, JUNE 2018. NOTES: DATA DOES NOT COVER ALL COUNTRIES, SO THESE RANKINGS ARE BASED
SOLELY ON THOSE COUNTRIES FOR WHICH DATA IS AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.

11
ALEXA’S GLOBAL WEBSITE RANKINGJUL
2018 ALEXA’S RANKING OF THE WEBSITES THAT ATTRACTED THE GREATEST VOLUME OF TRAFFIC AND PAGE VIEWS IN THE PAST MONTH
SOURCES: ALEXA, MONTH ENDING 16 JULY 2018. TIMES ARE IN MINUTES AND SECONDS.
# WEBSITE CATEGORY TIME PER DAY
01 GOOGLE.COM SEARCH 07:18
02 YOUTUBE.COM VIDEO 08:49
03 FACEBOOK.COM SOCIAL 10:12
04 BAIDU.COM SEARCH 07:16
05 WIKIPEDIA.ORG REFERENCE 04:13
06 YAHOO.COM PORTAL 03:54
07 QQ.COM PORTAL 04:27
08 TAOBAO.COM SHOPPING 08:15
09 AMAZON.COM SHOPPING 07:47
10 TWITTER.COM SOCIAL 06:19
# WEBSITE CATEGORY TIME PER DAY
11 TMALL.COM SHOPPING 06:55
12 GOOGLE.CO.IN SEARCH 06:44
13 INSTAGRAM.COM SOCIAL 05:54
14 SOHU.COM SEARCH 03:47
15 LIVE.COM EMAIL 04:05
16 JD.COM SHOPPING 05:02
17 VK.COM SOCIAL 10:11
18 REDDIT.COM SOCIAL 14:08
19 SINA.COM.CN PORTAL 03:15
20 WEIBO.COM SOCIAL 05:57

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SIMILARWEB’S GLOBAL WEBSITE RANKINGJUL
2018 SIMILARWEB’S RANKINGS OF THE WEBSITES THAT ATTRACTED THE GREATEST VOLUME OF WEB TRAFFIC IN THE PAST MONTH
SOURCES: SIMILARWEB, JUNE 2018. TIMES ARE IN MINUTES AND SECONDS.
# WEBSITE CATEGORY TIME PER VISIT
01 GOOGLE.COM SEARCH 08:53
02 YOUTUBE.COM VIDEO 21:23
03 FACEBOOK.COM SOCIAL 12:23
04 BAIDU.COM SEARCH 07:37
05 YAHOO.COM PORTAL 06:26
06 INSTAGRAM.COM SOCIAL 06:40
07 TWITTER.COM SOCIAL 09:22
08 XNXX.COM ADULT 14:34
09 VK.COM SOCIAL 16:44
10 WIKIPEDIA.ORG REFERENCE 03:39
# WEBSITE CATEGORY TIME PER VISIT
11 XVIDEOS.COM ADULT 12:49
12 YANDEX.RU PORTAL 10:27
13 PORNHUB.COM ADULT 10:06
14 AMAZON.COM SHOPPING 05:59
15 GOOGLE.COM.BR SEARCH 09:29
16 LIVE.COM EMAIL 06:44
17 GOOGLE.CO.IN SEARCH 07:32
18 GOOGLE.CO.UK SEARCH 09:41
19 XHAMSTER.COM ADULT 11:18
20 OK.RU SOCIAL 12:58

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SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED AN ONLINE
RETAIL STORE ON THE
WEB (ANY DEVICE)
VISITED AN ONLINE
PRICE COMPARISON
SITE OR SERVICE
VISITED AN
ONLINE AUCTION
SITE (ANY DEVICE)
JUL
2018
E-COMMERCE ACTIVITIES IN THE PAST MONTHPERCENTAGE OF INTERNET USERS IN THE WORLD’S TOP ECONOMIES WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
SOURCE: GLOBALWEBINDEX, Q1 2018. BASED ON A SURVEY OF INTERNET USERS AGED 16-64 IN 42 OF THE WORLD’S TOP ECONOMIES.
NOTE: FIGURES REFLECT PERCENTAGES OF INTERNET USERS ONLY.
83% 92% 54% 46% 75%

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VISITED AN E-COMMERCE
SITE ON THE WEB IN THE
PAST MONTH (ANY DEVICE)
USED A SHOPPING APP
IN THE PAST MONTH
(PHONE OR TABLET)
VISITED AN E-COMMERCE
SITE ON THE WEB IN THE
PAST MONTH (ANY DEVICE)
USED A SHOPPING APP
IN THE PAST MONTH
(PHONE OR TABLET)
JUL
2018
HOW E-COMMERCE USERS SHOPCOMPARING INTERNET USERS’ E-COMMERCE ACTIVITIES ON THE WEB TO THEIR USE OF E-COMMERCE APPS ON MOBILES AND TABLETS
WOMEN MEN
NOTE: FIGURES REFLECT PERCENTAGES OF INTERNET USERS ONLY.
92% 65% 92% 62%

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TOP GOOGLE SEARCH QUERIES IN Q2 2018JUL
2018 BASED ON WORLDWIDE GOOGLE SEARCHES FOR THE PERIOD 01 APRIL TO 30 JUNE 2018
SOURCE: GOOGLE TRENDS, JULY 2018; KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ 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). THE “VOLUME ▲Y-O-Y“
COLUMN SHOWS THE YEAR-ON-YEAR CHANGE IN SEARCH VOLUME FOR EACH QUERY, BASED ON AVERAGE INDEX VALUES FOR EACH QUERY IN Q2 2018 vs. Q2 2017.
# QUERY INDEX VOLUME ▲Y-O-Y
01 FACEBOOK 100 -29%
02 YOUTUBE 75 -4%
03 GOOGLE 68 -9%
04 WEATHER 37 +36%
05 NEWS 28 -3%
06 WORLD CUP 22 +2,062%
07 GMAIL 21 -15%
08 AMAZON 20 +5%
09 HOTMAIL 18 -11%
10 TRANSLATE 18 +11%
# QUERY INDEX VOLUME ▲Y-O-Y
11 INSTAGRAM 18 +21%
12 FB 14 -32%
13 YAHOO 14 -16%
14 GO 11 -7%
15 MAPS 11 -5%
16 METEO 11 +25%
17 WHATSAPP 10 +18%
18 TWITTER 10 (UNCHANGED)
19 TRADUCTOR 10 +14%
20 AS 10 +2%

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USED VOICE SEARCH
OR VOICE COMMANDS
IN THE PAST MONTH:
16 TO 24 YEARS OLD
USED VOICE SEARCH
OR VOICE COMMANDS
IN THE PAST MONTH:
25 TO 34 YEARS OLD
USED VOICE SEARCH
OR VOICE COMMANDS
IN THE PAST MONTH:
35 TO 44 YEARS OLD
USED VOICE SEARCH
OR VOICE COMMANDS
IN THE PAST MONTH:
45 TO 54 YEARS OLD
JUL
2018
USE OF VOICE SEARCH & COMMANDSPERCENTAGE OF INTERNET USERS IN TOP ECONOMIES WHO REPORT USING VOICE-CONTROLLED FUNCTIONALITY (ANY DEVICE)
USED VOICE SEARCH
OR VOICE COMMANDS
IN THE PAST MONTH:
55 TO 64 YEARS OLD
NOTE: FIGURES REPRESENT PERCENTAGE OF INTERNET USERS WHO REPORT USING VOICE SEARCH OR VOICE COMMANDS IN THE PAST MONTH.
45% 43% 35% 26% 17%

17
GLOBAL
AVERAGE
USE OF VOICE SEARCH & COMMANDSJUL
2018 PERCENTAGE OF INTERNET USERS IN TOP ECONOMIES WHO REPORT USING VOICE-CONTROLLED FUNCTIONALITY (ANY DEVICE)
NOTE: FIGURES REPRESENT PERCENTAGE OF INTERNET USERS WHO REPORT USING VOICE SEARCH OR VOICE COMMANDS IN THE PAST MONTH.
49%
48%
47%
41%
41%
41%
39%
37%
37%
37%
35%
34%
33%
31%
31%
31%
29%
29%
27%
26%
26%
26%
25%
25%
23%
23%
22%
22%
20%
19%
18%
18%
18%
18%
17%
15%
14%
14%
13%
INDONESIA
INDIA
CHINA
TURKEY
THAILAND
UAE
MEXICO
WORLDWIDE
SAUDIARABIA
PHILIPPINES
VIETNAM
MALAYSIA
USA
BRAZIL
TAIWAN
HONGKONG
ITALY
EGYPT
UK
SOUTHAFRICA
CANADA
SPAIN
SINGAPORE
NEWZEALAND
ARGENTINA
RUSSIA
AUSTRALIA
IRELAND
SWITZERLAND
SOUTHKOREA
BELGIUM
FRANCE
POLAND
SWEDEN
GERMANY
AUSTRIA
PORTUGAL
NETHERLANDS
JAPAN

19
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JUL
2018
SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
3.356 44% 3.096 40%
BILLION BILLION

20
SOCIAL PLATFORMS: ACTIVE GLOBAL ACCOUNTSJUL
2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS FOR EACH PLATFORM, IN MILLIONS
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF APRIL 2018. *ADVISORY: PLATFORMS
IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA.
LINKEDIN FIGURES ARE FOR MONTHLY UNIQUE WEBSITE VISITORS IN JULY 2018, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017.
2,196
1,900
1,500
1,300
1,040
1,000
806
563
500
411
336
330
300
300
294
260
255
203
200
200
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WEIXIN / WECHAT
INSTAGRAM
QQ
QZONE
DOUYIN / TIK TOK
SINA WEIBO
TWITTER
REDDIT
BAIDU TIEBA*
SKYPE*
LINKEDIN**
VIBER*
SNAPCHAT**
LINE
PINTEREST
TELEGRAM
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
18 JULY 2018
NOTE: WE HAVE REVISED THE APPROACH WE USE TO REPORT
FACEBOOK’S ACTIVE USER NUMBERS SINCE OUR PREVIOUS
REPORT. AS A RESULT, FACEBOOK FIGURES REPORTED HERE
ARE NOT COMPARABLE TO THOSE IN OUR PREVIOUS REPORTS,
AND ANY CHANGE TO REPORTED FIGURES MAY NOT REFLECT
AN ACTUAL CHANGE IN ACTIVE FACEBOOK USER NUMBERS.

21
NUMBER OF PEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON FACEBOOK
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*
JUL
2018
POTENTIAL REACH OF FACEBOOK ADVERTSDETAILS OF FACEBOOK’S ADVERTISING AUDIENCE BY GENDER AND AGE GROUP
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JULY 2018. FIGURES REPRESENT POTENTIAL ADVERTISING REACH SOLELY FOR THE FACEBOOK PLATFORM,
AND DO NOT INCLUDE POTENTIAL REACH VIA INSTAGRAM, WHATSAPP, FACEBOOK MESSENGER, OR FACEBOOK’S AUDIENCE NETWORK PRODUCTS.
*NOTE: FACEBOOK DOES NOT REPORT POTENTIAL ADVERTISING REACH FOR AUDIENCES WHO SELF-IDENTIFY AS A GENDER OTHER THAN MALE OR FEMALE.
PERCENTAGE OF ITS
AD AUDIENCE THAT
FACEBOOK REPORTS IS
BELOW THE AGE OF 25
PERCENTAGE OF ITS
AD AUDIENCE THAT
FACEBOOK REPORTS IS
50 YEARS OLD OR ABOVE
2.026 43% 57% 35% 13%
BILLION
NOTE: WE HAVE REVISED OUR METHODOLOGY FOR REPORTING FACEBOOK NUMBERS SINCE PREVIOUS REPORTS, SO DATA HERE WILL NOT BE COMPARABLE TO DATA IN PREVIOUS REPORTS

22
POTENTIAL REACH OF FACEBOOK ADVERTSJUL
2018 A CLOSER LOOK AT FACEBOOK’S ADVERTISING AUDIENCE BY COUNTRY, CITY, AND LANGUAGE
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JULY 2018. FIGURES RELATE TO ADDRESSABLE ADVERTISING AUDIENCE ONLY, AND MAY NOT INCLUDE ALL USERS FOR EACH
LOCATION OR LANGUAGE. NOTE: “REACH” REFERS TO THE FIGURES THAT FACEBOOK PUBLISHES FOR THE TOTAL POTENTIAL NUMBER OF PEOPLE THAT ADVERTISING ON THE FACEBOOK
PLATFORM MAY REACH, NOT INCLUDING POTENTIAL ADVERTISING REACH VIA INSTAGRAM, WHATSAPP, FACEBOOK MESSENGER, OR FACEBOOK’S AUDIENCE NETWORK PRODUCTS.
# COUNTRY REACH*
01 INDIA 270,000,000
02 UNITED STATES 210,000,000
03= BRAZIL 130,000,000
03= INDONESIA 130,000,000
05 MEXICO 85,000,000
06 PHILIPPINES 70,000,000
07 VIETNAM 59,000,000
08 THAILAND 50,000,000
09 TURKEY 44,000,000
10 UNITED KINGDOM 41,000,000
FACEBOOK’S TOP COUNTRIES FACEBOOK’S TOP CITIES
# CITY REACH*
01 BANGKOK 22,000,000
02 DHAKA 18,000,000
03 JAKARTA 16,000,000
04= MEXICO CITY 14,000,000
04= NEW DELHI 14,000,000
04= HO CHI MINH 14,000,000
07 CAIRO 13,000,000
08= SÃO PAOLO 12,000,000
08= ISTANBUL 12,000,000
10 BENGALURU 11,000,000
FACEBOOK’S TOP LANGUAGES
# LANGUAGE REACH*
01 ENGLISH 1,100,000,000
02 SPANISH 310,000,000
03 INDONESIAN 170,000,000
04= ARABIC 150,000,000
04= PORTUGUESE 150,000,000
06 FRENCH 110,000,000
07 VIETNAMESE 62,000,000
08 THAI 51,000,000
09 TURKISH 47,000,000
10 GERMAN 37,000,000

23
FEMALE
MALE
FACEBOOK’S ADVERTISING AUDIENCESHARE OF POTENTIAL ADVERTISING REACH ON FACEBOOK BY AGE GROUP AND GENDER
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JULY 2018.
NOTE: FIGURES ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT BE REPRESENTATIVE OF ALL MONTHLY ACTIVE USERS.
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
JUL
2018
3%
11%
12%
7%
5%
3%
2%
4%
16%
18%
9%
5%
3%
2%

24
FACEBOOK’S ADVERTISING AUDIENCEJUL
2018 DETAILS OF POTENTIAL ADVERTISING REACH ON FACEBOOK BY AGE GROUP AND GENDER
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JULY 2018. FIGURES ARE BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT BE 100%
REPRESENTATIVE OF ALL MONTHLY ACTIVE USERS. NOTES: PERCENTAGES REPRESENT SHARE OF THE TOTAL ADDRESSABLE FACEBOOK ADVERTISING AUDIENCE.
AGE TOTAL FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
13–17 147,000,000 66,000,000 3% 81,000,000 4%
18–24 560,000,000 230,000,000 11% 330,000,000 16%
25–34 620,000,000 250,000,000 12% 370,000,000 18%
35–44 320,000,000 140,000,000 7% 180,000,000 9%
45–54 193,000,000 93,000,000 5% 100,000,000 5%
55–64 109,000,000 57,000,000 3% 52,000,000 3%
65+ 77,000,000 40,000,000 2% 37,000,000 2%
TOTAL 2,026,000,000 876,000,000 43% 1,150,000,000 57%

25
TOTAL NUMBER OF
FACEBOOK PAGES
LIKED (LIFETIME)
POSTS LIKED IN
THE PAST 30 DAYS
(ALL POST TYPES)
COMMENTS IN THE PAST
IN THE PAST 30 DAYS
(ALL POST TYPES)
FACEBOOK POSTS
SHARED IN THE PAST 30
DAYS (ALL POST TYPES)
JUL
2018
FACEBOOK ACTIVITY FREQUENCIESTHE NUMBER OF TIMES A ‘TYPICAL’ USER PERFORMS EACH ACTIVITY ON FACEBOOK, SPLIT BY GENDER OF USER
FACEBOOK ADS
CLICKED IN THE PAST 30
DAYS (ANY CLICK TYPE)
SOURCE: FACEBOOK, JULY 2018. FIGURES REPRESENT MEDIAN VALUES FOR GLOBAL FACEBOOK USER BASE AGED 18 AND ABOVE.
FEMALE: MALE: FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:FEMALE: MALE:
1 10 4 1 8
1 1 12 9 6 3 1 1 10 7

26
JUL
2018
AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE: LOCOWISE, JULY 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q2 2018. NOTES: “REACH” REFERS TO UNIQUE USERS WHO HAD A PIECE OF CONTENT ENTER THEIR
SCREEN. POST REACH METRICS CALCULATED USING “PAGE LIKES” ARE BASED ON THE TOTAL NUMBER OF PAGE LIKES AT THE TIME EACH INDIVIDUAL POST WAS PUBLISHED. Q-O-Q
(QUARTER-ON-QUARTER) CHANGES ARE VERSUS Q1 2018. Q-O-Q PERCENTAGE FIGURES REFLECT RELATIVE CHANGE; ‘BPS’ (BASIS POINTS) FIGURES REFLECT ABSOLUTE CHANGE.
Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE:
+0.15% 8.1% 6.4% 24.2% 27.3%
-6% (-1 BP) -9% (-80 BPS) -11% (-80 BPS) +27% (+510 BPS) +13% (+320 BPS)

27
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JUL
2018
AVERAGE FACEBOOK ENGAGEMENT RATESTHE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE: LOCOWISE, JULY 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q2 2018. NOTES: “ENGAGEMENT” REFERS TO CLICKS, LIKES, SHARES, AND COMMENTS ON
CONTENT. FIGURES REPRESENT AVERAGES ACROSS A WIDE RANGE OF DIFFERENT PAGE TYPES AND SIZES FROM ALL OVER THE WORLD. Q-O-Q (QUARTER-ON-QUARTER)
CHANGES ARE VERSUS Q1 2018. Q-O-Q PERCENTAGE FIGURES REFLECT RELATIVE CHANGE; ‘BPS’ (BASIS POINTS) FIGURES REFLECT ABSOLUTE CHANGE.
Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE:
3.91% 6.01% 4.81% 3.36% 2.21%
-4% (-17 BPS) +2% (+14 BPS) -3% (-14 BPS) -7% (-25 BPS) -10% (-25 BPS)

28
MOST-‘LIKED’ PAGES ON FACEBOOKJUL
2018 FACEBOOK PAGES WITH THE GREATEST NUMBER OF PAGE LIKES
SOURCE: FACEBOOK, JULY 2018. NOTES: “CATEGORY” DENOTES THE FACEBOOK PAGE CATEGORY THAT THE PAGE’S ADMINS HAVE SELECTED FROM FACEBOOK’S VARIOUS
OPTIONS. DATA IN THE “FANS” COLUMN HAS BEEN ROUNDED TO THE NEAREST TEN THOUSAND. PAGE LIKES MAY INCLUDE LIKES FROM USERS WHO ARE NO LONGER ACTIVE.
# PAGE NAME CATEGORY ‘FANS’
01 CRISTIANO RONALDO ATHLETE 122,890,000
02 REAL MADRID C.F. SPORT TEAM 109,250,000
04 FC BARCELONA STADIUM 102,860,000
04 SHAKIRA MUSICIAN / BAND 102,720,000
05 VIN DIESEL ARTIST 99,640,000
06 TASTY MEDIA 94,530,000
07 LEO MESSI ATHLETE 90,150,000
08 EMINEM MUSICIAN / BAND 88,600,000
09 YOUTUBE PRODUCT / SERVICE 83,430,000
10 RIHANNA ARTIST 80,530,000
# PAGE NAME CATEGORY ‘FANS’
11 MR BEAN PUBLIC FIGURE 79,630,000
12 JUSTIN BIEBER MUSICIAN / BAND 78,090,000
13 WILL SMITH ARTIST 77,460,000
14 MANCHESTER UNITED SPORT TEAM 73,520,000
15 MICHAEL JACKSON MUSICIAN / BAND 73,430,000
16 TAYLOR SWIFT MUSICIAN / BAND 73,020,000
17 CANDY CRUSH SAGA GAMES / TOYS 72,640,000
18 BOB MARLEY MUSICIAN / BAND 72,030,000
19 CRIMINAL CASE VIDEO GAME 68,650,000
20 KATY PERRY MUSICIAN / BAND 68,450,000

29
NUMBER OF PEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON INSTAGRAM
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
JUL
2018
POTENTIAL REACH OF INSTAGRAM ADVERTSDETAILS OF INSTAGRAM’S ADVERTISING AUDIENCE BY GENDER AND AGE GROUP
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (VIA FACEBOOK), JULY 2018. FIGURES REPRESENT POTENTIAL ADVERTISING REACH SOLELY FOR THE INSTAGRAM PLATFORM.
*NOTE: INSTAGRAM / FACEBOOK DOES NOT REPORT POTENTIAL ADVERTISING REACH FOR AUDIENCES WHO IDENTIFY AS A GENDER OTHER THAN MALE OR FEMALE.
PERCENTAGE OF ITS
AD AUDIENCE THAT
INSTAGRAM REPORTS IS
BELOW THE AGE OF 25
PERCENTAGE OF ITS
AD AUDIENCE THAT
INSTAGRAM REPORTS IS
844 50.3% 49.7% 39% 9%
MILLION

30
POTENTIAL REACH OF INSTAGRAM ADVERTISINGJUL
2018 A CLOSER LOOK AT INSTAGRAM’S ADVERTISING AUDIENCE BY TOP COUNTRIES, INCLUDING QUARTER-ON-QUARTER GROWTH TRENDS
SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JULY 2018, AND TECHRASA.COM. NOTES: “▲Q-O-Q” REFLECTS THE QUARTER-ON-
QUARTER CHANGE vs. APRIL 2018, AS REPORTED IN HOOTSUITE AND WE ARE SOCIAL’S “2018 Q2 GLOBAL DIGITAL STATSHOT” REPORT.
# COUNTRY REACH* ▲Q-O-Q ▲Q-O-Q
01 UNITED STATES 120,000,000 0% (UNCHANGED)
02 INDIA 67,000,000 +14% +8,000,000
03 BRAZIL 63,000,000 +3% +2,000,000
04 INDONESIA 59,000,000 +5% +3,000,000
05 TURKEY 36,000,000 +6% +2,000,000
06 RUSSIA 33,000,000 +6% +2,000,000
07 JAPAN 24,000,000 +4% +1,000,000
08 UNITED KINGDOM 23,000,000 0% (UNCHANGED)
09 MEXICO 21,000,000 0% (UNCHANGED)
10= GERMANY 18,000,000 0% (UNCHANGED)
10= ITALY 18,000,000 +6% +1,000,000
# COUNTRY REACH* ▲Q-O-Q ▲Q-O-Q
12 FRANCE 16,000,000 +7% +1,000,000
13 ARGENTINA 15,000,000 0% (UNCHANGED)
14= SPAIN 14,000,000 0% (UNCHANGED)
14= THAILAND 14,000,000 0% (UNCHANGED)
16= CANADA 13,000,000 +8% +1,000,000
16= SAUDI ARABIA 13,000,000 +8% +1,000,000
18 SOUTH KOREA 12,000,000 +9% +1,000,000
19= COLOMBIA 11,000,000 0% (UNCHANGED)
19= EGYPT 11,000,000 0% (UNCHANGED)
19= MALAYSIA 11,000,000 0% (UNCHANGED)
19= PHILIPPINES 11,000,000 +10% +1,000,000

31
INSTAGRAM’S ADVERTISING AUDIENCESHARE OF POTENTIAL ADVERTISING REACH ON INSTAGRAM BY AGE GROUP AND GENDER
SOURCES: EXTRAPOLATION OF INSTAGRAM DATA (VIA FACEBOOK), JULY 2018.
NOTE: FIGURES ARE BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT BE REPRESENTATIVE OF ALL MONTHLY ACTIVE USERS.
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
FEMALE
MALE
JUL
2018
4%
15% 15%
8%
5%
2%
1%
3%
17% 17%
7%
4%
1% 1%

32
INSTAGRAM’S ADVERTISING AUDIENCEJUL
2018 DETAILS OF POTENTIAL ADVERTISING REACH ON INSTAGRAM BY AGE GROUP AND GENDER
SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (VIA FACEBOOK), JULY 2018. FIGURES ARE BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE, AND MAY
NOT BE 100% REPRESENTATIVE OF ALL MONTHLY ACTIVE USERS. NOTES: PERCENTAGES REPRESENT SHARE OF THE TOTAL ADDRESSABLE INSTAGRAM ADVERTISING AUDIENCE.
AGE TOTAL FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE
13–17 57,000,000 30,000,000 4% 27,000,000 3%
18–24 270,000,000 130,000,000 15% 140,000,000 17%
25–34 270,000,000 130,000,000 15% 140,000,000 17%
35–44 131,000,000 69,000,000 8% 62,000,000 7%
45–54 68,000,000 38,000,000 5% 30,000,000 4%
55–64 30,000,000 18,000,000 2% 12,000,000 1%
65+ 18,300,000 10,000,000 1% 8,300,000 1%
TOTAL 844,300,000 425,000,000 50.3% 419,300,000 49.7%

33
MOST-FOLLOWED INSTAGRAM ACCOUNTSJUL
2018 THE INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
SOURCE: SOCIALBLADE, JULY 2018, AND KEPIOS ANALYSIS. NOTE: DATA IN THE “FOLLOWERS” COLUMN
HAS BEEN ROUNDED TO THE NEAREST TEN THOUSAND. FOLLOWERS MAY NOT ALL BE ACTIVE USERS.
# ACCOUNT NAME HANDLE FOLLOWERS
01 INSTAGRAM @INSTAGRAM 243,030,000
02 SELENA GOMEZ @SELENAGOMEZ 139,040,000
03 CRISTIANO RONALDO @CRISTIANO 136,060,000
04 ARIANA GRANDE @ARIANAGRANDE 123,630,000
05 BEYONCÉ @BEYONCE 116,320,000
06 KIM KARDASHIAN @KIMKARDASHIAN 114,480,000
07 KYLIE JENNER @KYLIEJENNER 111,440,000
08 DWAYNE JOHNSON @THEROCK 110,550,000
09 TAYLOR SWIFT @TAYLORSWIFT 110,430,000
10 JUSTIN BIEBER @JUSTINBIEBER 101,630,000
11 NEYMAR JR. @NEYMARJR 100,400,000
12 LEO MESSI @LEOMESSI 97,180,000
13 KENDALL JENNER @KENDALLJENNER 92,860,000
14 NATIONAL GEOGRAPHIC @NATGEO 89,350,000
15 MICKI MINAJ @NICKIMINAJ 89,050,000
16 NIKE @NIKE 78,860,000
17 JENNIFER LOPEZ @JLO 76,940,000
18 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 76,930,000
19 MILEY CYRUS @MILEYCYRUS 76,240,000
20 KATY PERRY @KATYPERRY 70,670,000

34
TOTAL GLOBAL NUMBER
OF REGISTERED
MEMBERS* ON LINKEDIN
NUMBER OF UNIQUE VISITORS
TO LINKEDIN.COM EACH
MONTH (ALL DEVICES)
TOTAL NUMBER OF
COMPANIES REPRESENTED
GLOBALLY ON LINKEDIN
NUMBER OF STUDENTS AND
RECENT COLLEGE GRADUATES
REGISTERED ON LINKEDIN
JUL
2018
LINKEDIN: TOTAL MEMBERS & MONTHLY VISITORSA CLOSER LOOK AT LINKEDIN’S TOTAL REGISTERED MEMBERS, AND UNIQUE MONTHLY VISITORS TO ITS WEB PLATFORM
SOURCES: LINKEDIN, JULY 2018; SIMILARWEB, JULY 2018. *NOTES: ‘MEMBERS’ REPRESENTS TOTAL REGISTERED USERS, NOT MONTHLY ACTIVE USERS, SO FIGURES WILL
NOT BE DIRECTLY COMPARABLE TO OTHER SOCIAL MEDIA METRICS CITED ELSEWHERE IN THIS REPORT. UNIQUE VISITORS MAY NOT ALL BE REGISTERED LINKEDIN USERS.
562 294 20 46
MILLION MILLION MILLION MILLION

35
LINKEDIN’S TOP COUNTRIESJUL
2018 RANK OF COUNTRIES WITH THE GREATEST NUMBER OF REGISTERED LINKEDIN MEMBERS
SOURCE: LINKEDIN, JULY 2018. NOTE: ‘MEMBERS’ REPRESENTS TOTAL REGISTERED USERS, NOT MONTHLY ACTIVE USERS,
SO FIGURES WILL NOT BE DIRECTLY COMPARABLE TO OTHER SOCIAL MEDIA METRICS CITED ELSEWHERE IN THIS REPORT.
# COUNTRY MEMBERS
01 UNITED STATES 149,000,000
02 INDIA 47,000,000
03 CHINA 41,000,000
04 BRAZIL 33,000,000
05 UNITED KINGDOM 25,000,000
06 FRANCE 16,000,000
07 CANADA 14,000,000
08= ITALY 11,000,000
08= MEXICO 11,000,000
10 INDONESIA 10,000,000
# COUNTRY MEMBERS
11 SPAIN 10,000,000
12 AUSTRALIA 9,000,000
13 NETHERLANDS 7,000,000
14= ARGENTINA 6,000,000
14= COLOMBIA 6,000,000
14= PHILIPPINES 6,000,000
14= SOUTH AFRICA 6,000,000
14= TURKEY 6,000,000
19= CHILE 4,000,000
19= MALAYSIA 4,000,000

36
PERCENTAGE OF ITS AD
AUDIENCE THAT TWITTER
REPORTS ACCESSES THE
PLATFORM VIA MOBILE
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
JUL
2018
TWITTER’S ADVERTISING AUDIENCEDETAILS OF TWITTER’S ADVERTISING AUDIENCE BY GENDER AND AGE GROUP
SOURCE: EXTRAPOLATION OF TWITTER DATA, JULY 2018. *NOTE: TWITTER DOES NOT REPORT POTENTIAL ADVERTISING REACH FOR AUDIENCES
WHO IDENTIFY AS A GENDER OTHER THAN MALE OR FEMALE. ADVISORY: FIGURES REPRESENT POTENTIAL ADVERTISING REACH ONLY, AS REPORTED
IN TWITTER’S SELF-SERVE ADVERTISING TOOLS. PERCENTAGES MAY NOT REFLECT THE RELEVANT SPLITS FOR TOTAL MONTHLY ACTIVE USERS.
PERCENTAGE OF ITS
AD AUDIENCE THAT
TWITTER REPORTS IS
BELOW THE AGE OF 25
PERCENTAGE OF ITS
AD AUDIENCE THAT
TWITTER REPORTS IS
90% 36% 64% 33% 16%

37
TWITTER’S ADVERTISING AUDIENCESHARE OF POTENTIAL ADVERTISING REACH ON TWITTER BY AGE GROUP AND GENDER
SOURCES: EXTRAPOLATION OF TWITTER DATA, JULY 2018.
NOTE: FIGURES ARE BASED ON TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT BE REPRESENTATIVE OF ALL MONTHLY ACTIVE USERS.
13 – 17
YEARS OLD
50+
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
18 – 24
YEARS OLD
FEMALE
MALE
JUL
2018
3%
12%
8% 8%
5%
3%
14%
16%
21%
10%

38
TWITTER’S TOP COUNTRIESJUL
2018 COUNTRIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
SOURCES: EXTRAPOLATION OF TWITTER DATA, JULY 2018. *NOTE: THE “SHARE OF AUDIENCE” COLUMN REPRESENTS EACH COUNTRY’S SHARE OF
THE TOTAL TWITTER ADVERTISING AUDIENCE. ADVISORY: SHARE OF AD AUDIENCES MAY NOT CORRELATE TO SHARE OF TOTAL ACTIVE USERS.
# COUNTRY SHARE OF AUDIENCE*
01 UNITED STATES 18.9%
02 JAPAN 14.6%
03 VENEZUELA 5.8%
04 UNITED KINGDOM 5.5%
05 SAUDI ARABIA 4.0%
06 TURKEY 3.3%
07 BRAZIL 3.0%
08 MEXICO 2.8%
09 INDIA 2.6%
10 SPAIN 2.6%
# COUNTRY SHARE OF AUDIENCE*
11 FRANCE 2.2%
12 CANADA 2.2%
13 INDONESIA 2.0%
14 PHILIPPINES 1.8%
15 ARGENTINA 1.6%
16 THAILAND 1.5%
17 GERMANY 1.5%
18 SOUTH KOREA 1.5%
19 ITALY 1.1%
20 AUSTRALIA 1.0%

39
LAPTOPS &
DESKTOPS
APPLE iOS
DEVICES
ANDROID
DEVICES
OTHER MOBILE
PLATFORMS
JUL
2018
TWITTER AD AUDIENCE BY ACCESS PLATFORMTHE SHARE OF TWITTER’S AD AUDIENCE THAT TWITTER REPORTS USES EACH DEVICE OR PLATFORM
SOURCE: EXTRAPOLATION OF TWITTER DATA, JULY 2018. NOTE: TOTALS MAY SUM TO MORE THAN 100% DUE TO THE USE OF MULTIPLE PLATFORMS AND DEVICES BY THE SAME USER.
21% 55% 45% 1.9%

40
MOST-FOLLOWED TWITTER ACCOUNTSJUL
2018 THE TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
SOURCE: SOCIALBLADE, JULY 2018; KEPIOS ANALYSIS. NOTES: DATA IN THE “FOLLOWERS” COLUMN
HAS BEEN ROUNDED TO THE NEAREST TEN THOUSAND. FOLLOWERS MAY NOT ALL BE ACTIVE USERS.
01 KATY PERRY @KATYPERRY 106,710,000
02 JUSTIN BIEBER @JUSTINBIEBER 103,990,000
03 BARACK OBAMA @BARACKOBAMA 101,360,000
04 RIHANNA @RIHANNA 86,710,000
05 TAYLOR SWIFT @TAYLORSWIFT13 83,230,000
06 LADY GAGA @LADYGAGA 76,380,000
07 THE ELLEN SHOW @THEELLENSHOW 75,980,000
08 CRISTIANO RONALDO @CRISTIANO 73,420,000
09 YOUTUBE @YOUTUBE 70,370,000
10 JUSTIN TIMBERLAKE @JTIMBERLAKE 64,200,000
11 KIM KARDASHIAN @KIMKARDASHIAN 58,460,000
12 ARIANA GRANDE @ARIANAGRANDE 56,770,000
13 BRITNEY SPEARS @BRITNEYSPEARS 56,140,000
14 DEMI LOVATO @DDLOVATO 56,100,000
15 SELENA GOMEZ @SELENAGOMEZ 55,860,000
16 TWITTER @TWITTER 55,070,000
17 CNN BREAKING NEWS @CNNBRK 53,960,000
18 DONALD TRUMP @REALDONALDTRUMP 53,120,000
19 SHAKIRA @SHAKIRA 50,720,000
20 JIMMY FALLON @JIMMYFALLON 50,220,000

42
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JUL
2018
MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE GLOBAL NUMBER OF UNIQUE MOBILE USERS TO THE GLOBAL NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCE: GSMA INTELLIGENCE, JULY 2018. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
TOTAL NUMBER
OF MOBILE
CONNECTIONS
5.089 67% 8.747 115% 1.72
BILLION BILLION

43
TOTAL NUMBER
OF MOBILE USERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
TOTAL NUMBER
OF MOBILE USERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
JUL
2018
PERSPECTIVE: MOBILE USERS vs. CONNECTIONSCOMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS IN USE
GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA
BILLION BILLION BILLION BILLION
SOURCES: GSMA INTELLIGENCE, JULY 2018; ERICSSON MOBILITY REPORT, JUNE 2018.
5.1 8.7 5.3 7.9

44
TOTAL GLOBAL
CONNECTIONS
(ALL DEVICES)*
CONNECTIONS
USED ON SMART-
PHONE DEVICES
SHARE OF SMART-
PHONE CONNECTIONS
vs. TOTAL CONNECTIONS
CONNECTIONS
USED ON FEATURE-
PHONE DEVICES
JUL
2018
MOBILE CONNECTIONS BY DEVICEBASED ON GLOBAL SMARTPHONE CONNECTIONS COMPARED TO TOTAL GLOBAL MOBILE CONNECTIONS
SHARE OF FEATURE-
PHONE CONNECTIONS
vs. TOTAL CONNECTIONS
SOURCES: GSMA INTELLIGENCE, JULY 2018; ERICSSON MOBILITY VISUALIZER, JULY 2018. *NOTE: TOTAL GLOBAL CONNECTIONS INCLUDE
APPROXIMATELY 290 MILLION MOBILE CONNECTIONS (3.3% OF THE TOTAL) USED BY PCS, TABLETS, AND MOBILE ROUTER DEVICES.
8.747 5.323 61% 3.139 36%
BILLION BILLION BILLION

45
GLOBAL MOBILE DATA GROWTH
SOURCE: ERICSSON MOBILITY REPORT, JUNE 2018.
JUL
2018 TOTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES)
Q1
2018
Q4
2017
2
4
6
8
16
10
12
Q1
2013
Q2
2013
Q3
2013
Q4
2013
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
14
MONTHLY MOBILE DATA USED BY THE
AVERAGE SMARTPHONE WORLDWIDE: 3.4GB

46
JUL
2018
SHARE OF MOBILE WEB BY MOBILE OSBASED ON EACH OPERATING SYSTEM’S SHARE OF ALL GLOBAL MOBILE WEB REQUESTS
PERCENTAGE OF MOBILE
WEB REQUESTS FROM
ANDROID DEVICES
PERCENTAGE OF MOBILE
WEB REQUESTS FROM
APPLE IOS DEVICES
PERCENTAGE OF MOBILE WEB
REQUESTS FROM OTHER
MOBILE OPERATING SYSTEMS
SOURCE: STATCOUNTER, JULY 2018.
77.0% 18.9% 4.1%

47
NUMBER OF MOBILE APPS
DOWNLOADED WORLDWIDE
IN Q2 2018 (ALL PLATFORMS)
ANNUAL CHANGE IN
THE NUMBER OF MOBILE
APPS DOWNLOADED
TOTAL VALUE OF GLOBAL
CONSUMER SPEND ON
MOBILE APPS IN Q2 2018
ANNUAL CHANGE IN VALUE
OF GLOBAL CONSUMER
SPEND ON MOBILE APPS
JUL
2018
GLOBAL MOBILE APP TRENDSGLOBAL APP DOWNLOADS, AND THE VALUE OF THE GLOBAL MOBILE APP MARKET IN UNITED STATES DOLLARS, INCLUDING ANNUAL TRENDS
AVERAGE SPEND
ON MOBILE APPS PER
SMARTPHONE IN Q2 2018
SOURCE: APP ANNIE, JULY 2018; GSMA INTELLIGENCE, JULY 2018; ERICSSON, JUNE 2018; KEPIOS ANALYSIS. NOTES: FIGURES REPRESENT COMBINED DATA FROM THE APPLE iOS APP
STORE, THE GOOGLE PLAY APP STORE, AND THIRD-PARTY ANDROID APP STORES, FOR Q2 2018. CONSUMER SPEND DATA INCLUDES IN-APP PURCHASES AND APP STORES’ SHARE OF
REVENUES, BUT EXCLUDES ADVERTISING AND E-COMMERCE REVENUES. AVERAGE CONSUMER SPEND PER SMARTPHONE FIGURE IS BASED ON DATA FROM MULTIPLE SOURCES.
28.4 +15% $18.5 +20% $3.48
BILLION BILLION

48
JUL
2018
MOBILE APPS: DOWNLOADS & REVENUESRANKINGS OF TOP MOBILE APPS BY MONTHLY DOWNLOADS AND REVENUES
SOURCES: APP ANNIE, JUNE 2018. NOTES: APP ANNIE RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE
GOOGLE PLAY APP STORE. RANKINGS MAY NOT INCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.
RANKING OF MOBILE APPS BY JUNE 2018 DOWNLOADS (ALL STORES)
01
02
03
04
05
06
07
08
09
10
RANKING OF MOBILE APPS BY JUNE 2018 REVENUES (ALL STORES)
01
02
03
04
05
06
07
08
09
10
# APP NAME DEVELOPER / COMPANY
FACEBOOK MESSENGER FACEBOOK
FACEBOOK FACEBOOK
WHATSAPP FACEBOOK
HELIX JUMP VOODOO
INSTAGRAM FACEBOOK
KICK THE BUDDY CHILL FLEET / PLAYGENDARY
LOVE BALLS SUPER TAPX / ALGERIUM
MUSICAL.LY TOUTIAO ( )
DOUYIN / TIK TOK TOUTIAO ( )
PUBG MOBILE TENCENT
# APP NAME DEVELOPER / COMPANY
HONOUR OF KINGS (VARIOUS)
FATE / GRAND ORDER (VARIOUS)
MONSTER STRIKE MIXI ( )
FANTASY WESTWARD JOURNEY NETEASE / 37GAMES
LINEAGE M NCSOFT / GAMANIA
CANDY CRUSH SAGA (VARIOUS)
CLASH OF CLANS SUPERCELL
POKÉMON GO NIANTIC
NETFLIX NETFLIX
TINDER INTERACTIVECORP

49
IOS APP SPEND PER CAPITAJUL
2018 COUNTRIES WITH THE HIGHEST IOS REVENUES PER CAPITA, BASED ON SPEND IN APPLE’S IOS STORE BETWEEN 2012 AND 2017 (IN USD)
SOURCE: SENSOR TOWER, JULY 2018. FIGURES BASED ON TOTAL CUMULATIVE 5 -YEAR SPENDS IN APPLE’S IOS APP STORE BETWEEN 01 JANUARY 2012 AND 31 DECEMBER 2017,
DIVIDED BY TOTAL POPULATION FOR EACH COUNTRY, REGARDLESS OF AGE, OR WHETHER THE INDIVIDUAL HAS EVER USED OR BOUGHT AN APP FROM THE IOS STORE.
$214
$114
$92
$91
$88
$87
$85
$68
$67
$65
JAPAN
AUSTRALIA
UNITED STATES
SWITZERLAND
DENMARK
NORWAY
SINGAPORE
CANADA
LUXEMBOURG
UNITED KINGDOM

253
CLICK HERE TO READ ‘DIGITAL IN 2018’,
OUR MAIN GLOBAL OVERVIEW REPORT
DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

1
GLOBAL YEARBOOK BRUNEI DOMINICAN REP. GUYANA LIBERIA NEPAL ST KITTS & NEVIS TAJIKISTAN
AFGHANISTAN BULGARIA ECUADOR HAITI LIBYA NETHERLANDS ST LUCIA TANZANIA
ALBANIA BURKINA FASO EGYPT HONDURAS LIECHTENSTEIN NEW CALEDONIA ST MARTIN THAILAND
ALGERIA BURUNDI EL SALVADOR HONG KONG LITHUANIA NEW ZEALAND ST PIERRE & MIQUELON TIMOR-LESTE
AMERICAN SAMOA CABO VERDE EQUATORIAL GUINEA HUNGARY LUXEMBOURG NICARAGUA ST VINCENT, GRENADINES TOGO
ANDORRA CAMBODIA ERITREA ICELAND MACAU NIGER SAMOA TOKELAU
ANGOLA CAMEROON ESTONIA INDIA TFYR MACEDONIA NIGERIA SAN MARINO TONGA
ANGUILLA CANADA ETHIOPIA INDONESIA MADAGASCAR NIUE SÃO TOMÉ & PRÍNCIPE TRINIDAD & TOBAGO
ANTIGUA & BARBUDA CAYMAN IS. FAROE IS. IRAN MALAWI NORFOLK IS. SAUDI ARABIA TUNISIA
ARGENTINA CENTRAL AFRICAN REP. FALKLAND IS. IRAQ MALAYSIA NORTHERN MARIANA IS. SENEGAL TURKEY
ARMENIA CHAD FIJI IRELAND MALDIVES NORWAY SERBIA TURKMENISTAN
ARUBA CHILE FINLAND ISLE OF MAN MALI OMAN SEYCHELLES TURKS & CAICOS IS.
AUSTRALIA CHINA FRANCE ISRAEL MALTA PAKISTAN SIERRA LEONE TUVALU
AUSTRIA CHRISTMAS IS. FRENCH GUIANA ITALY MARSHALL IS. PALAU SINGAPORE UGANDA
AZERBAIJAN COCOS IS. FRENCH POLYNESIA JAMAICA MARTINIQUE PALESTINE ST MAARTEN UKRAINE
BAHAMAS COLOMBIA GABON JAPAN MAURITANIA PANAMA SLOVAKIA U.A.E.
BAHRAIN COMOROS GAMBIA JERSEY MAURITIUS PAPUA NEW GUINEA SLOVENIA U.K.
BANGLADESH CONGO, DEM. REP. GEORGIA JORDAN MAYOTTE PARAGUAY SOLOMON IS. U.S.A.
BARBADOS CONGO, REP. GERMANY KAZAKHSTAN MEXICO PERU SOMALIA URUGUAY
BELARUS COOK IS. GHANA KENYA MICRONESIA PHILIPPINES SOUTH AFRICA UZBEKISTAN
BELGIUM COSTA RICA GIBRALTAR KIRIBATI MOLDOVA POLAND SOUTH SUDAN VANUATU
BELIZE CÔTE D'IVOIRE GREECE KOREA, NORTH MONACO PORTUGAL SPAIN VENEZUELA
BENIN CROATIA GREENLAND KOREA, SOUTH MONGOLIA PUERTO RICO SRI LANKA VIETNAM
BERMUDA CUBA GRENADA KOSOVO MONTENEGRO QATAR SUDAN BRITISH VIRGIN IS.
BHUTAN CURAÇAO GUADELOUPE KUWAIT MONTSERRAT RÉUNION SURINAME U.S. VIRGIN IS.
BOLIVIA CYPRUS GUAM KYRGYZSTAN MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABA CZECH REP. GUATEMALA LAOS MOZAMBIQUE RUSSIA SWEDEN WESTERN SAHARA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LATVIA MYANMAR RWANDA SWITZERLAND YEMEN
BOTSWANA DJIBOUTI GUINEA LEBANON NAMIBIA ST BARTHÉLEMY SYRIA ZAMBIA
BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
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14
Hootsuite is the most widely used social media
management platform, trusted by more than
16 million people and employees at
80 percent of the Fortune 1000.
Hootsuite's unparalleled expertise, customer insights
at scale, and collaborative ecosystem uniquely help
people and organisations succeed with social.
To learn more, visit http://www.hootsuite.com.

259
We are a global agency. We deliver world-class
creative ideas for forward-thinking brands.
We believe in people before platforms, and the
power of social insight to drive business value.
We call this social thinking.
We’re already helping many of the world’s
top brands, including adidas, Netflix,
Samsung, Lavazza, and Google.
If you’d like to learn more about how we can
help you too, visit http://wearesocial.com.

55
This report has been compiled by We Are
Social Ltd (“We Are Social”) and Hootsuite
Inc. (“Hootsuite”) for informational purposes
only, and relies on data from a variety of
sources, including but not limited to public
and private companies, market research
firms, government agencies, NGOs, and
private individuals. While We Are Social and
Hootsuite strive to ensure that all data and
charts contained in this report are, as at the
time of publishing, accurate and up-to-date,
neither We Are Social nor Hootsuite shall be
responsible for any errors or omissions
contained in this report, or for the results
obtained from its use.
All information contained in this report is
provided "as is", with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose. This report
contains data, tables, figures, maps, flags,
analyses and technical notes that relate to
various geographical territories around the
world, however reference to these territories
and any associated elements (including
names and flags) does not imply the
expression of any opinion whatsoever on the
part of We Are Social, Hootsuite or any of the
featured brands, nor any of those
organisations’ partners, affiliates, employees
or agents, concerning the legal status of any
country, territory, city or area or of its
authorities, or concerning the delimitation of
its frontiers or boundaries.
This report is provided with the
understanding that it does not constitute
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and should therefore not be substituted for
independent investigations, thought or
judgment. Accordingly, neither We Are
Social, Hootsuite, nor any of the brands or
organisations featured or cited herein, nor
any of their partners, affiliates, group
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fullest extent permitted by law, be liable to
you or anyone else for any direct, indirect,
punitive, incidental, special, consequential,
exemplary or similar loss or damage, or loss
or damage of any kind, suffered by you or
anyone else as a result of any use, action or
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This report is subject to change without
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DISCLAIMER AND IMPORTANT NOTES

16
SIMON KEMP
@ESKIMON
REPORTS@KEPIOS.COM
KEPIOS.COM

Digital in 2018: Q3 Global Digital Statshot

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