we are social DIGITAL, SOCIAL & MOBILE IN 2015 WE ARE SOCIAL’S COMPENDIUM OF GLOBAL DIGITAL STATISTICS We Are Social SIMON KEMP • WE ARE SOCIAL • JANUARY 2015 @wearesocialsg • We Are Social @wearesocialsg • COUNTRIES DETAILED IN THIS REPORT 19! 4! 28! 24! 29! 7! 8! 18! 12! 25! 6! 15! 20! 27! 16! 3! 23! 5! 10! 9! 26! 30! 14! 21! 13! 17! 11! 22! 2! 1! 1  ARGENTINA 2  AUSTRALIA 3  BRAZIL 4  CANADA 5  CHINA 6  EGYPT 7  FRANCE 8  GERMANY 9  HONG KONG 10  INDIA We Are Social 11  INDONESIA 12  ITALY 13  JAPAN 14  MALAYSIA 15  MEXICO 16  NIGERIA 17  THE PHILIPPINES 18  POLAND 19  RUSSIA 20  SAUDI ARABIA 21  SINGAPORE 22  SOUTH AFRICA 23  SOUTH KOREA 24  SPAIN 25  TURKEY 26  THAILAND 27  UNITED ARAB EMIRATES 28  UNITED KINGDOM 29  UNITED STATES 30  VIETNAM @wearesocialsg • CLICK HERE TO ACCESS OUR REPORTS ON OVER 100 COUNTRIES AROUND THE WORLD We Are Social @wearesocialsg • GLOBAL & REGIONAL OVERVIEWS We Are Social @wearesocialsg • JAN 2015 GLOBAL DIGITAL SNAPSHOT A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS TOTAL POPULATION 7.210 BILLION ACTIVE INTERNET USERS ACTIVE SOCIAL MEDIA ACCOUNTS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL ACCOUNTS 3.010 2.078 3.649 1.685 BILLION BILLION BILLION BILLION URBANISATION: 53% PENETRATION: 42% PENETRATION: 29% PENETRATION: 51% PENETRATION: 23% FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS FIGURE REPRESENTS ACTIVE USER ACCOUNTS, NOT UNIQUE USERS FIGURE REPRESENTS UNIQUE MOBILE PHONE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS, NOT UNIQUE USERS We Are Social • Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence @wearesocialsg • JAN 2015 TOTAL POPULATION YEAR-ON-YEAR GROWTH HOW THE DIGITAL WORLD HAS EVOLVED OVER THE PAST 12 MONTHS ACTIVE INTERNET USERS ACTIVE SOCIAL MEDIA ACCOUNTS +1.6% +21% +12% UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL ACCOUNTS +5% +23% +115 MILLION +525 MILLION +222 MILLION +185 MILLION +313 MILLION We Are Social • Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence (all extrapolated) @wearesocialsg • JAN 2015 SHARE OF GLOBAL USERS EAST EUROPE WEST EUROPE NORTH AMERICA 5% 10% 10% 6% 9% 11% 7% 4% 3% 3% 3% 2% 3% 4% AFRICA SOUTH AMERICA POPULATION INTERNET USERS 6% 9% 8% 7% 8% 8% EAST ASIA MIDDLE EAST 3% 9% CENTRAL ASIA 5% CENTRAL AMERICA 6% 16% 5% 10% 13% 1% [...]... 59%! SINGAPORE JAN 2015 MOBILE SOCIAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION @wearesocialsg • 32 GLOBAL MOBILE PHONE USAGE We Are Social @wearesocialsg • 33 JAN 2015 MOBILE USERS vs CONNECTIONS TOTAL NUMBER OF MOBILE USERS (UNIQUE INDIVIDUALS) MOBILE PENETRATION (UNIQUE USERS AS A PERCENTAGE OF TOTAL POPULATION) TOTAL NUMBER OF MOBILE. .. SHARE OF TOTAL WEB PAGES SERVED SHARE OF WEB PAGE VIEWS: LAPTOPS & DESKTOPS SHARE OF WEB PAGE VIEWS: MOBILE PHONES SHARE OF WEB PAGE VIEWS: TABLETS SHARE OF WEB PAGE VIEWS: OTHER DEVICES 62% 31% 7% 0.1% YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: -13% We Are Social • Source: StatCounter, Q1 2015 +39% +17% +18% @wearesocialsg • 19 We Are Social • Source: StatCounter, Q1 2015 34%! 33%! SINGAPORE... LINE 157 ! SINA WEIBO VKONTAKTE 100 ! SNAPCHAT 100 ! We Are Social SOCIAL NETWORK MESSENGER / CHAT APP / VOIP • Sources: We Are Social analysis of Facebook data, Q1 2015; latest company statements, correct as at 17 January 2015 @wearesocialsg • 28 JAN 2015 TIME SPENT ON SOCIAL MEDIA AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY We Are Social • Source: GlobalWebIndex,... 3.5 ! 3.8 ! THAILAND 3.6 ! 3.8 ! BRAZIL 3.9 ! 4.3 ! 4.3 ! NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE WHO USE SOCIAL MEDIA, AND DO NOT FACTOR NON-USERS @wearesocialsg • 29 JAN 2015 MOBILE SOCIAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY ACCESSING VIA MOBILE, COMPARED TO POPULATION NORTH AMERICA WEST EUROPE 50%! 30%! 39%! 2%! 15%! 32%! GLOBAL AVERAGE: 23% We Are Social CENTRAL AMERICA... BRAZIL 18%! 21%! PHILIPPINES GERMANY 21%! CHINA 23%! 28%! TURKEY EGYPT 29%! SPAIN 24%! 29%! SOUTH KOREA ARGENTINA 30%! JAPAN 32%! 35%! MALAYSIA MEXICO 36%! THAILAND POLAND 46%! 48%! 50%! UAE SAUDI ARABIA 50%! INDONESIA SOUTH AFRICA INDIA NIGERIA 61%! 72%! 76%! JAN 2015 MOBILE S SHARE OF WEB TRAFFIC PERCENTAGE OF TOTAL WEB PAGES SERVED TO MOBILE PHONES @wearesocialsg • 20 We Are Social 10.3 ! CANADA •... SOUTH AMERICA • Sources: Facebook Q1 2015; Tencent Q4 2014; VKontakte Q3 2014 & Q4 2014 Wikipedia for population data 27%! SOUTHEAST ASIA 39%! OCEANIA @wearesocialsg • 30 JAN 2015 MOBILE SOCIAL REGIONAL OVERVIEW MOBILE- ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, IN MILLIONS AND COMPARED TO POPULATION 561! ACTIVE MOBILE SOCIAL ACCOUNTS, IN MILLIONS We Are Social 27%! 39%! 38%! 8%! 30%! 7%!... # 3.65B We Are Social AVERAGE NUMBER OF MOBILE SUBSCRIPTIONS PER UNIQUE USER # 51% 7.09B • Sources: GSMA Intelligence, Q4 2014, and extrapolations of GSMA Intelligence data, Q1 2015 1.94 @wearesocialsg • 34 JAN 2015 MOBILE CONNECTIONS MOBILE CONNECTIONS BY REGION, COMPARED TO TOTAL REGIONAL POPULATIONS NORTH AMERICA WEST EUROPE 101%! 139%! 125%! 112%! 124%! 91%! GLOBAL AVERAGE: 98% We Are Social CENTRAL... PHILIPPINES 25%! SAUDI ARABIA RUSSIA 30%! 33%! 37%! MALAYSIA TURKEY 37%! 39%! ITALY CHINA 39%! 44%! POLAND HONG KONG 44%! SPAIN 40%! 45%! UAE JAPAN 46%! 49%! FRANCE SINGAPORE 49%! CANADA AUSTRALIA USA 64%! UK JAN 2015 E-COMMERCE PERCENTAGE OF THE NATIONAL POPULATION WHO BOUGHT SOMETHING ONLINE IN THE PAST MONTH [SURVEY-BASED] @wearesocialsg • 22 GLOBAL SOCIAL MEDIA USAGE We Are Social @wearesocialsg... ! 5.4 ! 5.5 ! 6.3 ! JAN 2015 TIME SPENT ON THE INTERNET AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY, SPLIT BY PC USE AND MOBILE PHONE USE NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE ACCESSING THE INTERNET VIA EACH SPECIFIC DEVICE, AND DO NOT FACTOR NON-USERS ACCESS THROUGH LAPTOP / DESKTOP ACCESS THROUGH MOBILE DEVICE @wearesocialsg • 18 JAN 2015 SHARE OF WEB TRAFFIC BY DEVICE BASED... 324! WEST EUROPE 341! • Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015 Wikipedia for population data @wearesocialsg • 16 We Are Social 19%! 28%! 89%! 87%! 86%! GERMANY USA JAPAN • Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015 Wikipedia for population data 37%! THAILAND INDIA INDONESIA 38%! NIGERIA 42%! 44%! VIETNAM GLOBAL AVERAGE 44%! 46%! SOUTH AFRICA PHILIPPINES 47%!