[2024]Digital Global Overview Report 2024 Meltwater.pdf

Digital Global Overview Report 2024 Slides presentation for Event presented in 2024 after compilation of data around last year.

1. THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2024

3. GWI STATISTA GSMA INTELLIGENCE DATA.AI SIMILARWEB SEMRUSH
OOKLA SKAI LOCOWISE SOCIALINSIDER PPRO KEPIOS PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE

4. Simon Kemp
Chief Analyst
DataReportal that it’s never been easier to create
engaging and persuasive content –
including “fakes”.
However, better connectivity also brings
hope and opportunity. It’s never been
easier for people everywhere to access
information, education, and community,
while connected tech also empowers us
with a wealth of tools and services that
can actively improve lives.
So, let’s work together to ensure that
digital is a force for good in 2024. I
hope that the data you’ll find in this
year’s reports helps you identify new
opportunities to inform, educate,
entertain, connect, and inspire, and that
the year ahead will bring meaningful
growth and digital success for us all.
Meanwhile, despite ongoing economic
challenges, data suggests that online
marketing continued to thrive in
2023, with digital ad spend enjoying
some impressive gains. However, the
behavioural data suggest that people’s
connected behaviours are evolving, so
while search remains the top destination
for digital spend, marketers may want
to broaden their definition of “search”
to include social platforms and AI tools.
Looking ahead, we may see the
centre of online gravity shift in 2024.
In particular, the growth of India’s
connected population will have an
even greater influence on global digital
trends this year, with the country’s
behaviours, interests, and passions
already shaping many of the cultural
datasets in this year’s findings.
But the year ahead will likely see
its share of challenges too. A series
of high-stakes elections and rising
geopolitical tension may create the
ideal conditions for misinformation,
while advances in generative AI mean
the declines that we reported in 2023.
It’s a different story for TV though, with
the latest data suggesting that global
viewing times have been declining
steadily over recent months.
We’re also seeing some intriguing
changes in the world’s social media
behaviours. TikTok continues its rapid
ascent, with the platform’s reach and
average time per user seeing impressive
gains over the past year. Meanwhile,
Instagram has overtaken WhatsApp to
become the world’s “favourite” social
platform, and Facebook continues
to grow, in stark contrast to click-bait
headlines.
The top platforms aren’t the only ones
enjoying strong growth though, and our
newly expanded social media dataset
reveals some valuable insights into
LinkedIn, Snapchat, Weibo, Kuaishou,
and Discord. Similarly, an exploration
of the use of hashtags across platforms
reveals some fascinating insights into
the interests and motivations of the
world’s social media users.
We’re barely a few weeks into the year,
but 2024 is already shaping up to be a
bumper year for digital milestones. The
biggest headline in this year’s Digital
2024 reports is that global social
media users have passed the 5 billion
mark, with annual user growth still
comfortably above 5 percent. However,
this is just one of the many impressive
numbers and trends in this year’s data.
Overall digital growth has slowed over
recent years, but this is to be expected
as internet users reach “supermajority”
status. However, while almost two-
thirds of the world’s total population is
now online, 2.7 billion people remain
“unconnected” at the start of 2024, and
adoption rates across Sub-Saharan
Africa remain well below 50 percent.
But user growth isn’t the only indicator
of digital progress, and our extensive
collection of behavioural data also
reveals important findings. In particular,
it’s interesting to see that the amount
of time that people spend online has
increased again this year, following THE GLOBAL STATE OF DIGITAL IN 2024

5.
GLOBAL OVERVIEW REPORT
DIGITAL 2023EXPLORE MORE OF THE GLOBAL DIGITAL REPORTS SERIES
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2024
LOCAL COUNTRY HEADLINES REPORT FOR ADDITIONAL CONTEXT INTO HOW
DIGITAL BEHAVIOURS HAVE EVOLVED THIS
YEAR, CLICK HERE TO READ LAST YEAR’S
DIGITAL 2023 GLOBAL OVERVIEW REPORT
CLICK HERE TO READ OUR DIGITAL 2024
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD

6. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAULIBERIA 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 GRENADINESTOGO
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 & SABACZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE

7. ! IMPORTANT NOTES ON COMPARING DATA
The findings published in this report use the
latest data available at the time of production.
This may include revised figures for historical
data points that were not available when we
produced previous reports in the Global Digital
Reports series. From time to time, we may also
change the data sources that we use to inform
specific data points, and we may also change
how we calculate certain values. Similarly, our
data partners may change the ways in which
they source, calculate, or report the data that
they share with us. As a result, findings published
in this report may not correlate with findings
published in our previous reports, especially
where such findings represent change over time
(e.g. annual growth). Where we report figures
for change over time, such figures will use the
latest available data, so we recommend using
the values published in this report, rather
than trying to recalculate such values using data
from previous reports. When we’re aware of the
potential for historical mismatches, we include
a note on comparability in the footnotes of
each relevant slide. Where we include such
advisories, or where we report values for change
over time as “
[N/A]”, the most recent data do
not correlate with the equivalent data point(s)
published in previous reports, so we strongly
advise readers not to compare these figures
with equivalents published in previous reports. In
particular, the social media platforms featured in
this report regularly revise the figures that they
report for advertising reach, and this may result
in the latest numbers appearing to be lower than
the values for the same data points published in
our previous reports. However, these revisions do not necessarily imply any change in the
active use of these platforms, and should not
be interpreted as such. Furthermore, in addition
to changes in data sources and calculations,
please note that the figures we publish for “social
media user identities” may not represent unique
individuals. This is because some individuals
may manage multiple social media accounts,
and because some social media accounts may
represent ‘non-human’ entities (e.g. businesses,
animals, music groups, etc.). As a result, the
figures we publish for social media user identities
may exceed the figures that we publish for total
population or for individuals using the internet,
but such anomalies do not represent mistakes.
For more information, please read our notes
on data variance, mismatches, and curiosities:
https://datareportal.com/notes-on-data.

8. REPORT CONTENTS GLOBAL HEADLINES 9
POP
ULATION ESSENTIALS
14
IN
TERNET
29
SO
CIAL MEDIA
205
MO
BILE
402
EC
OMMERCE
437
D
IGITAL MARKETING
488
MORE INFORMATION 542

9. GLOBAL HEADLINES

10. 10
8.08 5.61 5.35 5.04
BILLION BILLION BILLION BILLION
57.7% 69.4% 66.2% 62.3% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE SUBSCRIBERS
INDIVIDUALS USING
THE INTERNET
SOCIAL MEDIA
USER IDENTITIES
SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; GOVERNMENT RESOURCES; GSMA INTELLIGENCE; ITU; EUROSTAT; CNNIC; KANTAR & IAMAI; PLATFORM RESOURCES; COMPANY EARNINGS REPORTS; OCDH;
BETA RESEARCH CENTER. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: BASE REVISIONS; SOURCE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES JAN
2024

11. 11
+0.9% +2.5% +1.8% +5.6%
+74 MILLION +138 MILLION +97 MILLION +266 MILLION YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
UNIQUE MOBILE
PHONE SUBSCRIBERS
INDIVIDUALS USING
THE INTERNET
SOCIAL MEDIA
USER IDENTITIES
SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; GOVERNMENT RESOURCES; GSMA INTELLIGENCE; ITU; EUROSTAT; CNNIC; KANTAR & IAMAI; PLATFORM RESOURCES; COMPANY EARNINGS REPORTS; OCDH;
BETA RESEARCH CENTER. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: BASE REVISIONS; SOURCE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH JAN
2024

12. PARTNER CONTENT

13. 38% of decision makers plan to increase their spend on social media in
2024 according to Meltwater’s State of Social Media 2024 report.
Will budgets increase in 2024?
Increase
Remain the same
Unsure
Decrease
38.8%
37.8%
18.4%
5.0%
See how your strategy compares to responses from several
thousand marketing professionals in Meltwater’s report .
Download the report PARTNER CONTENT

14. POPULATION ESSENTIALS

15. 15
57.7% 62.0 87.0% 83.8% 90.3%
8.08 49.8% 50.2% +0.9% 30.6
BILLION +74 MILLION URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PER KM
2
)
OVERALL LITERACY
(ADULTS AGED 15+)
FEMALE LITERACY
(ADULTS AGED 15+)
MALE LITERACY
(ADULTS AGED 15+)
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
YEAR-ON-YEAR CHANGE
IN TOTAL POPULATION
MEDIAN AGE OF
THE POPULATION SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA. GLOBAL OVERVIEW DEMOGRAPHICS AND OTHER KEY INDICATORS
POPULATION ESSENTIALS JAN
2024

16. 16
7,295 7,383 7,470 7,557 7,643 7,725 7,805 7,877 7,942 8,009 8,082
+1.2% +1.2% +1.2% +1.1% +1.1% +1.0% +0.9% +0.8% +0.8% +0.9%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024SOURCES: UNITED NATIONS; KEPIOS ANALYSIS. GLOBAL OVERVIEW THE GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
GLOBAL POPULATION OVER TIME JAN
2024

17. 17
654.7
680.9673.9
639.5
609.5
592.2
600.8
582.1
528.0
475.7
463.6
417.3
343.6
290.2
223.2
144.3
89.2
48.7
19.2
4.80.7
8.1% 8.4% 8.3% 7.9% 7.5% 7.3% 7.4% 7.2% 6.5% 5.9% 5.7% 5.2% 4.3% 3.6% 2.8% 1.8% 1.1% 0.6% 0.2% 0.1% 0.01%AGE
0?4
AGE
5?9
AGE
10?14
AGE
15?19
AGE
20?24
AGE
25?29
AGE
30?34
AGE
35?39
AGE
40?44
AGE
45?49
AGE
50?54
AGE
55?59
AGE
60?64
AGE
65?69
AGE
70?74
AGE
75?79
AGE
80?84
AGE
85?89
AGE
90?94
AGE
95?99
AGE
100+ SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES. NOTE: PERCENTAGE VALUES BELOW EACH BAR REPRESENT THE RESPECTIVE AGE GROUP’S
SHARE OF THE TOTAL GLOBAL POPULATION. GLOBAL OVERVIEW THE NUMBER OF PEOPLE IN EACH AGE GROUP (IN MILLIONS), AND ASSOCIATED SHARE OF THE GLOBAL POPULATION
AGE DISTRIBUTION OF THE GLOBAL POPULATION JAN
2024

18. 18OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
TOTAL
45.8
689.8
1,662
2,039
78.7
69.6
491.2
205.2
445.3
266.3
287.7
151.2
107.1
196.0
441.3
44.8
181.4
380.0
300.2
8,082SOURCES: UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. INDIVIDUAL FIGURES MAY NOT SUM TO TOTAL DUE TO ROUNDING. GLOBAL OVERVIEW THE NUMBER OF PEOPLE LIVING IN EACH REGION (IN MILLIONS)
POPULATION BY GEOGRAPHIC REGION JAN
2024

19. 19OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.6%
8.5%
20.6%
25.2%
1.0%
3.7%
0.9%
6.1%
2.5%
5.5%
3.3%
3.6%
1.9%
1.3%
2.4%
5.5%
0.6%
2.2%
4.7%SOURCES: UNITED NATIONS; KEPIOS ANALYSIS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. GLOBAL OVERVIEW THE NUMBER OF PEOPLE LIVING IN EACH REGION AS A PERCENTAGE OF THE TOTAL GLOBAL POPULATION
SHARE OF THE GLOBAL POPULATION BY REGION JAN
2024

20. 20
01INDIA 1,435,228,798 +0.93% 17.76%
02CHINA 1,425,493,416 -0.02% 17.64%
03UNITED STATES OF AMERICA 340,912,892 +0.54% 4.22%
04INDONESIA 278,681,856 +0.83% 3.45%
05PAKISTAN 242,845,202 +1.98% 3.00%
06NIGERIA 226,455,272 +2.40% 2.80%
07BRAZIL 217,042,670 +0.57% 2.69%
08BANGLADESH 173,833,487 +1.02% 2.15%
09RUSSIAN FEDERATION 144,194,606 -0.35% 1.78%
10MEXICO 128,927,016 +0.74% 1.60%
11ETHIOPIA 128,116,861 +2.54% 1.59%
12JAPAN 122,963,952 -0.53% 1.52%
13PHILIPPINES 118,223,042 +1.52% 1.46%
14EGYPT 113,585,797 +1.55% 1.41%
15DEM. REP. OF THE CONGO 103,919,051 +3.29% 1.29%
16VIETNAM 99,186,471 +0.66% 1.23%
17IRAN 89,501,036 +0.74% 1.11%
18TURKEY 86,041,549 +0.53% 1.06%
19GERMANY 83,276,368 -0.04% 1.03%
20THAILAND 71,848,750 +0.13% 0.89%#COUNTRY POPULATION ?YOY vs. ? #COUNTRY POPULATION ?YOY vs. ? SOURCE: EXTRAPOLATED FROM UNITED NATIONS WORLD POPULATION PROSPECTS DATA. NOTES: POPULATION VALUES HAVE BEEN ROUNDED TO THE NEAREST 1,000. FIGURES IN THE “?YOY” COLUMN
SHOW THE YEAR-ON-YEAR CHANGE IN TOTAL POPULATION. FIGURES IN THE “vs. ? “ COLUMN SHOW EACH COUNTRY’S POPULATION AS A PERCENTAGE OF THE TOTAL GLOBAL POPULATION. GLOBAL OVERVIEW THE COUNTRIES AND TERRITORIES WITH THE LARGEST POPULATIONS
COUNTRIES WITH THE LARGEST POPULATIONS JAN
2024

21. 21
49.3
47.9
46.1
46.0
45.6
45.1
45.0
45.0
44.8
44.3
43.3
43.2
43.1
42.7
42.5
42.2
42.1
42.1
41.5
41.4
41.3
40.7
40.5
40.4
40.2
39.9
39.8
39.4
39.2
38.5
38.2
37.7
37.1
36.0
33.8
33.6
33.0
32.0
32.0
31.9
31.0
30.9
30.6
30.0
30.0
29.4
29.2
28.4
27.7
25.1
24.3
20.8
19.7
17.3
JAPAN
ITALY
HONG KONG
PORTUGAL
GREECE
SPAIN
GERMANY
BULGARIA
SOUTH KOREA
CROATIA
CZECHIA
AUSTRIA
SINGAPORE
TAIWAN
SWITZERLAND
HUNGARY
FRANCE
NETHERLANDS
ROMANIA
BELGIUM
DENMARK
CANADA
THAILAND
POLAND
U.K.
NORWAY
SWEDEN
RUSSIA
CHINA
IRELAND
U.S.A.
AUSTRALIA
NEW ZEALAND
CHILE
BRAZIL
U.A.E.
VIETNAM
ARGENTINA
TURKEY
COLOMBIA
MALAYSIA
SAUDI ARABIA
WORLDWIDE
MEXICO
INDONESIA
MOROCCO
ISRAEL
INDIA
SOUTH AFRICA
PHILIPPINES
EGYPT
GHANA
KENYA
NIGERIASOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES. GLOBAL OVERVIEW THE AGE AT WHICH THERE ARE EQUAL NUMBERS OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE TOTAL POPULATION
MEDIAN AGE OF THE POPULATION JAN
2024

22. 22
01MONACO 54.2
02JAPAN 49.3
03ST. MAARTEN 48.1
04ITALY 47.9
05SAN MARINO 47.5
06MARTINIQUE 47.0
07HONG KONG 46.1
08BERMUDA 46.0
09PORTUGAL 46.0
10GREECE 45.6
01NIGER 14.5
02CENTRAL AFRICAN REPUBLIC 14.9
03CHAD 15.2
04 MALI 15.3
05SOMALIA 15.3
06DEM. REP. OF THE CONGO 15.6
07BURUNDI 16.1
08ANGOLA 16.4
09UGANDA 16.4
10MAYOTTE 16.9#COUNTRY MEDIAN AGE #COUNTRY MEDIAN AGE
COUNTRIES WITH THE LOWEST MEDIAN AGECOUNTRIES WITH THE HIGHEST MEDIAN AGE SOURCE: UNITED NATIONS WORLD POPULATION PROSPECTS DATA. NOTE: “MEDIAN AGE” REPRESENTS THE MIDPOINT AGE OF THE POPULATION, WHERE THERE ARE EQUAL NUMBERS OF PEOPLE BOTH ABOVE
AND BELOW THAT AGE. GLOBAL OVERVIEW THE COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST MEDIAN AGE OF THE POPULATION
MEDIAN AGE OF THE POPULATION JAN
2024

23. 23OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
MALE GLOBAL AVERAGE: 90.3%
90
99
96
81
100
94
90
74
81
68
80
100
99
99
99
95
86
94
99
FEMALE GLOBAL AVERAGE: 83.8%
89
96
93
67
100
84
89
64
65
51
68
100
98
99
99
95
85
92
99SOURCES: WORLD BANK; UNESCO; CIA WORLD FACTBOOK; LOCAL GOVERNMENT AUTHORITIES; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA.
NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. GLOBAL OVERVIEW PERCENTAGE OF THE POPULATION AGED 15+ THAT CAN READ AND WRITE
LITERACY RATES BY REGION AND GENDER JAN
2024

24. 24
$137,638
$133,108
$89,537
$88,962
$82,236
$80,412
$74,958
$73,317
$72,861
$72,485
$69,069
$68,453
$66,209
$66,038
$65,813
$64,674
$59,813
$58,765
$56,836
$56,709
$54,771
$54,259
$53,809
$52,120
$50,472
$49,025
$45,538
$45,227
$43,601
$42,873
$41,888
$41,029
$39,864
$37,083
$35,310
$33,780
$29,935
$26,506
$24,976
$23,309
$22,491
$21,726
$20,079
$19,482
$17,123
$16,211
$15,836
$14,285
$11,326
$10,408
$9,183
$6,905
$6,577
$6,148
IRELAND
SINGAPORE
SWITZERLAND
U.A.E.
NORWAY
U.S.A.
DENMARK
NETHERLANDS
HONG KONG
TAIWAN
AUSTRIA
SAUDI ARABIA
SWEDEN
GERMANY
BELGIUM
AUSTRALIA
CANADA
FRANCE
U.K.
SOUTH KOREA
ISRAEL
ITALY
NEW ZEALAND
JAPAN
SPAIN
CZECHIA
POLAND
PORTUGAL
HUNGARY
CROATIA
TURKEY
ROMANIA
GREECE
MALAYSIA
RUSSIA
BULGARIA
CHILE
ARGENTINA
MEXICO
CHINA
THAILAND
AVERAGE *
BRAZIL
COLOMBIA
EGYPT
SOUTH AFRICA
INDONESIA
VIETNAM
PHILIPPINES
MOROCCO
INDIA
GHANA
KENYA
NIGERIA
SOURCES: IMF (FIGURES FOR 2023 OR MOST RECENT YEAR PRIOR TO 2023 ); KEPIOS ANALYSIS. NOTES: “INTERNATIONAL DOLLARS” ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR
COMPARISON. ONE “INTERNATIONAL DOLLAR” WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY vs. WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
COMPARABILITY: FIGURES USE LATEST PUBLISHED VALUES; DATA MAY NOT ALL BE FROM THE SAME YEAR. (*) “AVERAGE” COMPARES THE 2023 VALUE FOR GLOBAL GDP (PPP, INTERNATIONAL DOLLARS) WITH THE
WORLDWIDE POPULATION ON JULY 1, 2023 .GLOBAL OVERVIEW GROSS DOMESTIC PRODUCT PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS
GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS) JAN
2024

25. 25
195SOUTH SUDAN $476 $417
194BURUNDI $890 $246
193CENTRAL AFRICAN REPUBLIC $1,109 $539
192DEM. REP. OF THE CONGO $1,510 $675
191NIGER $1,579 $631
190MOZAMBIQUE $1,584 $647
189MALAWI $1,668 $580
188LIBERIA $1,789 $800
187CHAD $1,807 $703
186ERITREA $1,836 $567
01LUXEMBOURG $143,304 $135,605
02IRELAND $137,638 $112,248
03SINGAPORE $133,108 $87,884
04QATAR $114,210 $81,968
05MACAU $98,157 $54,296
06SWITZERLAND $89,537 $102,866
07UNITED ARAB EMIRATES $88,962 $50,602
08SAN MARINO $84,135 $58,541
09NORWAY $82,236 $99,266
10UNITED STATES OF AMERICA $80,412 $80,412# COUNTRY OR TERRITORY
GDP PER CAPITA
(PPP, CURRENT
INTERNATIONAL $)
GDP PER CAPITA
(CURRENT US$)
# COUNTRY OR TERRITORY
GDP PER CAPITA
(PPP, CURRENT
INTERNATIONAL $)
GDP PER CAPITA
(CURRENT US$)
LOWEST GDP PER CAPITA (PPP, CURRENT INTERNATIONAL DOLLARS)HIGHEST GDP PER CAPITA (PPP, CURRENT INTERNATIONAL DOLLARS)
SOURCES: IMF (FIGURES FOR 2023 OR MOST RECENT YEAR PRIOR TO 2023 ); KEPIOS ANALYSIS. NOTES: “INTERNATIONAL DOLLARS” ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR
COMPARISON. ONE “INTERNATIONAL DOLLAR” WOULD BUY A COMPARABLE QUANTITY OF GOODS AND SERVICES IN THE LOCAL COUNTRY vs. WHAT ONE U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
COMPARABILITY: FIGURES USE LATEST PUBLISHED VALUES; DATA MAY NOT ALL BE FROM THE SAME YEAR. GLOBAL OVERVIEW RANKING OF COUNTRIES AND TERRITORIES BY GROSS DOMESTIC PRODUCT PER CAPITA (PPP, CURRENT INTERNATIONAL DOLLARS)
GDP PER CAPITA (PPP) RANKINGS JAN
2024

26. 26
19.1% 30.1% 15.7% 16.2% 4.4%
-5.9% (-120 BPS) +0.7% (+20 BPS) -4.8% (-80 BPS) -1.2% (-20 BPS) -21.4% (-120 BPS)
97.8% 97.6% 6.9% 57.7% 30.9%
+1.7% (+160 BPS) +1.8% (+170 BPS) -12.7% (-100 BPS) -0.5% (-30 BPS) -8.3% (-280 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
GAMES
CONSOLE
SMART WATCH OR
SMART WRISTBAND
TV STREAMING
DEVICE
SMART HOME
DEVICE
VIRTUAL REALITY
DEVICE
ANY KIND OF
MOBILE PHONE
SMART
PHONE
FEATURE
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
DEVICE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: 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 ABSOLUTE CHANGE. COMPARABILITY: METHODOLOGY
CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP JAN
2024

27. 27
68.0% 62.1% 66.1% 64.9% 62.0%
-7.5% (-550 BPS) -10.1% (-690 BPS) -9.9% (-730 BPS) -4.7% (-320 BPS) -5.9% (-390 BPS)
98.1% 90.2% 93.2% 88.7% 76.6%
+0.3% (+30 BPS) -3.1% (-290 BPS) -0.3% (-30 BPS) -3.3% (-310 BPS) -3.1% (-240 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
READING ONLINE
PRESS CONTENT
READING PHYSICAL
PRESS CONTENT
LISTENING TO
BROADCAST RADIO
LISTENING TO MUSIC
STREAMING SERVICES
LISTENING
TO PODCASTS
USING THE INTERNET
VIA A MOBILE PHONE
USING THE INTERNET VIA A
LAPTOP, DESKTOP, OR TABLET
USING
SOCIAL MEDIA
WATCHING LINEAR
AND BROADCAST TV
WATCHING STREAMING
AND ON-DEMAND TV
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: 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 ABSOLUTE CHANGE. VALUE FOR BROADCAST RADIO DOES
NOT INCLUDE INTERNET RADIO. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA. POTENTIAL MISMATCHES: THE VALUES SHOWN HERE ARE BASED ON THE TIME THAT PEOPLE SAY THEY
SPEND CONSUMING EACH MEDIA TYPE, AND MAY DIFFER FROM SIMILAR DATA POINTS SHOWN ELSEWHERE IN THIS REPORT THAT REFLECT OTHER BEHAVIOURS SUCH AS DEVICE USAGE.GLOBAL OVERVIEW THE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH MEDIA TYPE
MEDIA USE JAN
2024

28. 28
1H 25M 0H 50M 0H 49M 1H 02M
-12.8% (-13 MINS) -15.5% (-9 MINS) -20.3% (-13 MINS) -16.7% (-12 MINS)
6H 40M 3H 06M 2H 23M 1H 41M
+0.8% (+3 MINS) -8.2% (-17 MINS) -5.5% (-8 MINS) -22.2% (-29 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT USING
A GAMES CONSOLE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TIME SPENT USING
THE INTERNET
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: PEOPLE MAY CONSUME DIFFERENT MEDIA CONCURRENTLY.
TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL
PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
DAILY TIME SPENT WITH MEDIA JAN
2024

29. INTERNET

30. 30
5.35 66.2% +1.8% 63.5% 68.8%
BILLION YOY: +0.9% (+60 BPS) +97 MILLION YOY: +4.9% (+304 BPS) YOY: +4.2% (+285 BPS)
6H 40M 96.5% 61.8% 78.8% 48.9%
YOY: +0.8% (+3 MINS) YOY: +4.6% (+420 BPS) YOY: -5.8% (-380 BPS) YOY: +3.2% (+252 BPS) YOY: +7.2% (+340 BPS) AVERAGE DAILY TIME
SPENT USING THE INTERNET
BY EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE PHONES
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA LAPTOPS AND DESKTOPS
PERCENTAGE OF THE
TOTAL URBAN POPULATION
THAT USES THE INTERNET
PERCENTAGE OF THE
TOTAL RURAL POPULATION
THAT USES THE INTERNET
INDIVIDUALS
USING THE
INTERNET
INDIVIDUALS USING THE
INTERNET AS A PERCENTAGE
OF TOTAL POPULATION
YEAR-ON-YEAR CHANGE IN
THE NUMBER OF INDIVIDUALS
USING THE INTERNET
PERCENTAGE OF THE
TOTAL FEMALE POPULATION
THAT USES THE INTERNET
PERCENTAGE OF THE
TOTAL MALE POPULATION
THAT USES THE INTERNET
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. TIME SPENT AND MOBILE
SHARE DATA FROM GWI (Q3 2023). SEE GWI.COM . NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS”
FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCES DO
NOT PUBLISH REGULAR UPDATES, SO FIGURES MAY UNDER-REPRESENT ACTUAL USE. SEE NOTES ON DATA .GLOBAL OVERVIEW ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE
OVERVIEW OF INTERNET USE JAN
2024

31.
































?



?



?




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?

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? PARTNER CONTENT

32. 32
2.6
4.2
6.8
9.9
20.2
38.9
72.6
117
183
277
396
498
668
761
899
1,003
1,116
1,288
1,462
1,659
1,912
2,135
2,338
2,513
2,730
2,939
3,205
3,568
3,808
4,148
4,534
4,880
5,098
5,250
5,347
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. COMPARABILITY: SOURCE
AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES FOR RECENT PERIODS MAY UNDER-REPRESENT ACTUAL USE. SEE
NOTES ON DATA.GLOBAL OVERVIEW NUMBER OF INDIVIDUALS USING THE INTERNET OVER TIME (IN MILLIONS)
INTERNET USE TIMELINE
FIRST WEBSITE
06 AUG 1991 JAN
2024

33. 33
2,730
2,939
3,205
3,568
3,808
4,148
4,534
4,880
5,098
5,250
5,347
+7.6% +9.0% +11.3% +6.7% +8.9% +9.3% +7.6% +4.5% +3.0% +1.8%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. COMPARABILITY: SOURCE
AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES FOR RECENT PERIODS MAY UNDER-REPRESENT ACTUAL USE. SEE
NOTES ON DATA.GLOBAL OVERVIEW NUMBER OF INDIVIDUALS USING THE INTERNET (IN MILLIONS) AND YEAR-ON-YEAR CHANGE
INTERNET USE OVER TIME (YOY) JAN
2024

34. 34
37.4%
39.8%
42.9%
47.2%
49.8%
53.7%
58.1%
61.9%
64.2%
65.6% 66.2%
+6.4% +7.8% +10.0% +5.6% +7.7% +8.2% +6.6% +3.6% +2.1% +0.9%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. NOTES: PERCENTAGES
IN THE WHITE CIRCLES SHOW THE RELATIVE CHANGE IN INTERNET ADOPTION vs. THE PREVIOUS PERIOD (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES FOR RECENT PERIODS MAY UNDER-
REPRESENT ACTUAL ADOPTION. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF INDIVIDUALS USING THE INTERNET AS A PERCENTAGE OF TOTAL POPULATION, AND YEAR-ON-YEAR RELATIVE CHANGE
INTERNET ADOPTION RATE OVER TIME (YOY) JAN
2024

35. 35
5.45 5.10 5.30 5.39
BILLION BILLION BILLION BILLION
67.4% 63.1% 65.6% 66.6% vs. POPULATION vs. POPULATION vs. POPULATION vs. POPULATION
INDIVIDUALS USING THE
INTERNET: ITU
INDIVIDUALS USING THE
INTERNET: WORLD BANK
INDIVIDUALS USING THE
INTERNET: CIA WORLD FACTBOOK
INDIVIDUALS USING THE
INTERNET: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE PUBLISHED ADOPTION RATES WITH
THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH
THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR ?vs. POPULATION?. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM
MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. GLOBAL OVERVIEW FIGURES FOR INTERNET USE PUBLISHED BY DIFFERENT SOURCES
PERSPECTIVES ON INTERNET USE JAN
2024

36. 36OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
77.5%
71.5%
76.8%
51.5%
76.2%
73.1%
26.7%
32.1%
42.3%
67.8%
88.4%
90.2%
97.6%
94.5%
82.5%
70.2%
78.8%
96.8%
76.1%
66.2%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. NOTE: REGIONS BASED ON
THE UNITED NATIONS GEOSCHEME. LOCAL COUNTRY VALUES HAVE BEEN CAPPED AT 99% OF THE POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA,
BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES MAY UNDER-REPRESENT ACTUAL USE. SEE NOTES ON DATA .GLOBAL OVERVIEW INDIVIDUALS USING THE INTERNET AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION JAN
2024

37. 37OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.7%
9.2%
23.9%
19.6%
1.1%
1.0%
2.5%
1.2%
3.5%
3.4%
4.8%
2.5%
2.0%
3.5%
6.8%
0.6%
2.7%
6.9%
4.3%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. NOTES: REGIONS BASED
ON THE UNITED NATIONS GEOSCHEME. LOCAL COUNTRY VALUES HAVE BEEN CAPPED AT 99% OF THE POPULATION. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. COMPARABILITY: SOURCE AND
BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES MAY UNDER-REPRESENT ACTUAL USE. SEE NOTES ON DATA .GLOBAL OVERVIEW INDIVIDUALS USING THE INTERNET IN EACH REGION AS A PERCENTAGE OF TOTAL INDIVIDUALS USING THE INTERNET AROUND THE WORLD
SHARE OF GLOBAL INTERNET USERS JAN
2024

38. 38OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
117.1
108.1
116.1
77.8
115.1
115.0
110.5
40.4
48.5
64.0
102.4
133.6
136.3
147.5
142.8
124.7
106.1
119.1
146.4
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. GUIDANCE: A VALUE OF
100 MEANS THAT THE SHARE OF TOTAL USERS EQUALS THE SHARE OF GLOBAL POPULATION. A VALUE BELOW 100 MEANS THAT THE SHARE OF TOTAL USERS IS BELOW THE SHARE OF GLOBAL POPULATION. A
VALUE ABOVE 100 MEANS THE SHARE OF TOTAL USERS IS ABOVE THE SHARE OF GLOBAL POPULATION. NOTES: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. LOCAL COUNTRY VALUES HAVE BEEN
CAPPED AT 99% OF THE POPULATION. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. COMPARABILITY: SOURCE AND BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW EACH REGION’S SHARE OF TOTAL INTERNET USERS COMPARED WITH ITS SHARE OF THE GLOBAL POPULATION
INDEXED SHARE OF GLOBAL INTERNET USERS JAN
2024

39. 39
99.0% 99.0%
99.0%
99.0%
99.0%
99.0%
99.0%
98.1%
97.8%
97.4%
97.2%
97.1%
96.0%
96.0%
95.7%
95.7%
95.6%
95.3%
94.9%
94.3%
93.8%
93.3%
92.8%
92.1%
91.8%
91.6%
91.0%
90.7%
90.7%
90.4%
88.4%
88.1%
88.0%
87.7%
86.6%
86.5%
86.4%
86.2%
84.9%
84.4%
84.0%
83.2%
79.1%
76.4%
75.7%
74.7%
73.6%
72.2%
69.8%
66.5%
66.2%
52.4%
45.5%
40.8%
NETHERLANDS SWITZERLAND
NORWAY
SAUDI ARABIA
IRELAND
U.A.E.
DENMARK
SWEDEN
U.K.
MALAYSIA
SOUTH KOREA
U.S.A.
SPAIN
SINGAPORE
NEW ZEALAND
AUSTRIA
HONG KONG
BELGIUM
AUSTRALIA
CANADA
FRANCE
GERMANY
CZECHIA
ISRAEL
HUNGARY
ROMANIA
CHILE
TAIWAN
MOROCCO
RUSSIA
ARGENTINA
POLAND
THAILAND
ITALY
BRAZIL
TURKEY
PORTUGAL
GREECE
JAPAN
CROATIA
BULGARIA
MEXICO
VIETNAM
CHINA
COLOMBIA
SOUTH AFRICA
PHILIPPINES
EGYPT
GHANA
INDONESIA
WORLDWIDE
INDIA
NIGERIA
KENYA
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: VALUES
HAVE BEEN CAPPED AT 99% OF THE POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO
FIGURES MAY UNDER-REPRESENT ACTUAL USE. SEE NOTES ON DATA .GLOBAL OVERVIEW INDIVIDUALS USING THE INTERNET AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION JAN
2024

40. 40OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
TOTAL
10.3
196.4
385.8
988.7
18.8
18.7
360.0
139.4
256.8
85.9
33.5
14.8
2.6
10.8
77.2
13.3
38.5
12.0
71.7
2,735
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS. NOTE: REGIONS BASED ON
THE UNITED NATIONS GEOSCHEME. LOCAL COUNTRY VALUES HAVE BEEN CAPPED AT 99% OF THE POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA,
BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES MAY UNDER-REPRESENT ACTUAL USE. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF INDIVIDUALS (IN MILLIONS) WHO DO NOT USE THE INTERNET
UNCONNECTED POPULATIONS JAN
2024

41. 41
01INDIA 683,707,000 47.6%
02CHINA 336,416,000 23.6%
03PAKISTAN 131,801,000 54.3%
04NIGERIA 123,428,000 54.5%
05ETHIOPIA 103,290,000 80.6%
06BANGLADESH 96,473,000 55.5%
07INDONESIA 93,401,000 33.5%
08DEM. REP. OF THE CONGO 75,612,000 72.8%
09TANZANIA 46,600,000 68.1%
10UGANDA 35,946,000 73.0%
233NORTH KOREA
1
>99.9% [BLOCKED]
232CENTRAL AFRICAN REPUBLIC 89.4% 5,210,000
231BURUNDI 88.7% 11,901,000
230SOUTH SUDAN 87.9% 9,823,000
229NIGER 83.1% 23,016,000
228YEMEN 82.3% 28,666,000
227AFGHANISTAN 81.6% 34,927,000
226ETHIOPIA 80.6% 103,290,000
225BURKINA FASO 80.1% 18,853,000
224MADAGASCAR 79.4% 24,373,000#LOCATION
UNCONNECTED
INDIVIDUALS
% OF POP.
OFFLINE
#LOCATION
% OF POP.
OFFLINE
UNCONNECTED
INDIVIDUALS
RELATIVE: LOWEST LEVELS OF INTERNET ADOPTIONABSOLUTE: LARGEST UNCONNECTED POPULATIONS
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES
IN THE “% OF POP. OFFLINE” COLUMN REPRESENT THE PERCENTAGE OF THE POPULATION THAT DOES NOT YET USE THE INTERNET. ABSOLUTE VALUES HAVE BEEN ROUNDED TO THE NEAREST THOUSAND. (1)
THE INTERNET (AT LEAST AS THE REST OF THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST
AVAILABLE DATA, BUT SOME SOURCES DO NOT PUBLISH REGULAR UPDATES, SO FIGURES MAY UNDER-REPRESENT ACTUAL USE. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST UNCONNECTED POPULATIONS AND THE LOWEST LEVELS OF INTERNET ADOPTION
UNCONNECTED POPULATIONS JAN
2024

42. 42
NORTH KOREA
1
<0.01% 52.6% 93.9% 84.8%
CENTRAL AFRICAN REPUBLIC10.6% 15.7% 36.3% 13.8%
BURUNDI 11.3% 10.2% 62.4% 45.7%
SOUTH SUDAN 12.1% 7.7% 41.2% 16.1%
NIGER 16.9% 18.6% 48.9% 16.4%
YEMEN 17.7% 74.9% 61.8% 54.8%
AFGHANISTAN 18.4% 97.7% 82.2% 56.0%
ETHIOPIA 19.4% 54.2% 51.5% 9.3%
BURKINA FASO 19.9% 19.0% 49.5% 24.8%
MADAGASCAR 20.6% 35.1% 53.5% 14.8%
CHAD 22.5% 11.3% 52.0% 12.9%
SOMALIA 22.7% 49.3% 58.3% 40.6%
MOZAMBIQUE 23.2% 31.5% 63.2% 37.4%
ERITREA 26.6% 52.5% 51.8% 11.9%
PAPUA NEW GUINEA 27.0% 20.9% 50.2% 19.3%
UGANDA 27.0% 45.2% 59.3% 21.0%
DEM. REP. OF THE CONGO 27.2% 20.8% 35.1% 16.2%
COMOROS 27.3% 87.9% 80.2% 35.9%
MALAWI 27.7% 14.2% 71.9% 49.2%
SUDAN 28.7% 61.8% 64.9% 36.9%LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CNNIC; KANTAR & IAMAI; GOVERNMENT RESOURCES; UNITED NATIONS.
DEFINITIONS: “BASIC DRINKING WATER”: PERCENTAGE OF THE TOTAL POPULATION THAT DRINKS WATER FROM AN IMPROVED SOURCE, PROVIDED COLLECTION TIME IS NOT MORE THAN 30 MINUTES FOR A
ROUND TRIP. “BASIC SANITATION SERVICES”: PERCENTAGE OF THE TOTAL POPULATION USING IMPROVED SANITATION FACILITIES THAT ARE NOT SHARED WITH OTHER HOUSEHOLDS. NOTE: (1) THE INTERNET (AT
LEAST AS THE REST OF THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. GLOBAL OVERVIEW COMPARING LEVELS OF INTERNET ADOPTION WITH ACCESS TO EVERYDAY LIFE ESSENTIALS
LOW LEVELS OF INTERNET ADOPTION IN CONTEXT JAN
2024

43. 43
11AFGHANISTAN 10.6% 18.4%
12REP. OF THE CONGO 10.4% 36.2%
13DEM. REP. OF THE CONGO 10.3% 27.2%
14EQUATORIAL GUINEA 10.3% 66.8%
15LEBANON 10.0% 90.1%
16BURKINA FASO 9.9% 19.9%
17SOLOMON ISLANDS 9.8% 45.0%
18MALI 9.7% 33.1%
19MALAWI 9.4% 27.7%
20MOZAMBIQUE 9.4% 23.2%
01SYRIA* 195.7% 35.8%
02VENEZUELA* 55.0% 61.6%
03CENTRAL AFRICAN REPUBLIC 23.8% 10.6%
04SOUTH SUDAN* 22.7% 12.1%
05CHAD 22.5% 22.5%
06ZIMBABWE 18.4% 32.6%
07LIBERIA 15.5% 30.1%
08HAITI 14.8% 38.9%
09BURUNDI 12.7% 11.3%
10GAMBIA 11.6% 54.2%# LOCATION
CHEAPEST INTERNET
ACCESS PLAN vs.
GNI PER CAPITA
INTERNET
ADOPTION
RATE
# LOCATION
CHEAPEST INTERNET
ACCESS PLAN vs.
GNI PER CAPITA
INTERNET
ADOPTION
RATE SOURCE: ITU; KEPIOS ANALYSIS. NOTES: “GNI PER CAPITA” IS GROSS NATIONAL INCOME PER CAPITA, AND REPRESENTS TYPICAL INCOME PER PERSON. VALUES IN THE “CHEAPEST ACCESS PLAN” COLUMNS
REPRESENT THE PRICE OF THE CHEAPEST MOBILE BROADBAND PLAN PROVIDING AT LEAST 2 GB OF MONTHLY DATA USING AT LEAST 3G TECHNOLOGY, EXCEPT (*) WHERE VALUES REPRESENT THE PRICE OF THE
CHEAPEST POST-PAID, COMPUTER-BASED PLAN PROVIDING AT LEAST 1 GB OF MONTHLY DATA USING AT LEAST 3G TECHNOLOGY. COMPARABILITY: COUNTRIES IDENTIFIED BY (*) USE AFFORDABILITY DATA
THAT IS MORE THAN 5 YEARS OLD, SO VALUES MAY NOT BE FULLY REPRESENTATIVE OF THE CURRENT SITUATION. ALL OTHER VALUES USE DATA THAT IS LESS THAN 2 YEARS OLD. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE INTERNET CONNECTIVITY IS THE LEAST AFFORDABLE
WHERE INTERNET ACCESS IS LEAST AFFORDABLE JAN
2024

44. 44
01SOUTH SUDAN 36.8% $23.70
02ZIMBABWE 35.7% $43.75
03CENTRAL AFRICAN REPUBLIC 33.4% $10.90
04YEMEN 28.3% $15.68
05ZAMBIA 15.6% $8.01
06CHAD 10.1% $4.09
07LIBERIA 8.7% $2.50
08BURUNDI 8.5% $1.10
09MALI 8.3% $4.56
10GAMBIA 7.0% $3.56
11BURKINA FASO 5.9% $3.27
12TIMOR-LESTE 5.4% $1.92
13GUINEA-BISSAU 4.8% $2.72
14SOLOMON ISLANDS 3.9% $6.96
15AFGHANISTAN 3.6% $1.02
16NIGER 3.4% $1.63
17MADAGASCAR 3.1% $1.12
18MOZAMBIQUE 2.6% $0.78
19TURKMENISTAN 2.5% $11.42
20BENIN 2.3% $2.37 # LOCATION
AVE. PRICE OF 1GB
OF DATA vs. AVE.
MONTHLY INCOME
AVERAGE PRICE
(USD) OF 1GB
OF MOBILE DATA
# LOCATION
AVE. PRICE OF 1GB
OF DATA vs. AVE.
MONTHLY INCOME
AVERAGE PRICE
(USD) OF 1GB
OF MOBILE DATA
SOURCE: CABLE.CO.UK; WORLD BANK; KEPIOS ANALYSIS. NOTES: COMPARISONS WITH AVERAGE MONTHLY INCOME USE LATEST REPORTED WORLD BANK FIGURES FOR “ADJUSTED NET NATIONAL INCOME
PER CAPITA (CURRENT US$)”. FIGURES FOR “AVERAGE PRICE (USD) OF 1GB OF MOBILE DATA” REPRESENT MEDIAN PRICE OF SIM-ONLY MOBILE PLANS OFFERING AT LEAST 1GB OF MOBILE DATA. PRICES SHOWN
IN U.S. DOLLARS; CURRENCY CONVERSION AS PER CABLE.CO.UK’S METHODOLOGY AND CALCULATIONS. PLEASE REFER TO DETAILED SOURCE NOTES HERE . ADVISORY: DATA ARE NOT AVAILABLE FOR ALL
LOCATIONS; RANKING BASED ON AVAILABLE DATA ONLY. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE MOBILE DATA IS THE LEAST AFFORDABLE, BASED ON THE AVERAGE PRICE OF 1GB OF MOBILE DATA
WHERE MOBILE DATA IS LEAST AFFORDABLE JAN
2024

45. 45
$7.29
$6.00
$5.89
$5.37
$5.01
$4.61
$4.07
$3.48
$3.12
$2.79
$2.59
$2.33
$2.23
$2.14
$2.03
$1.81
$1.79
$1.71
$1.61
$1.50
$1.49
$1.19
$1.11
$0.82
$0.69
$0.69
$0.65
$0.64
$0.63
$0.63
$0.62
$0.59
$0.59
$0.54
$0.51
$0.48
$0.44
$0.44
$0.41
$0.40
$0.40
$0.39
$0.38
$0.37
$0.29
$0.28
$0.28
$0.25
$0.20
$0.20
$0.16
$0.09
$0.02
SWITZERLAND
U.S.A.
NEW ZEALAND
CANADA
SOUTH KOREA
U.A.E.
NORWAY
JAPAN
CZECHIA
GREECE
WORLDWIDE
SWEDEN
BELGIUM
GERMANY
MEXICO
SOUTH AFRICA
PORTUGAL
HUNGARY
NETHERLANDS
IRELAND
SAUDI ARABIA
CROATIA
ARGENTINA
HONG KONG
TAIWAN
DENMARK
EGYPT
CHILE
MOROCCO
SINGAPORE
U.K.
KENYA
PHILIPPINES
ROMANIA
AUSTRIA
SPAIN
AUSTRALIA
TURKEY
THAILAND
GHANA
BRAZIL
NIGERIA
CHINA
POLAND
VIETNAM
MALAYSIA
INDONESIA
RUSSIA
COLOMBIA
FRANCE
INDIA
ITALY
ISRAELSOURCE: CABLE.CO.UK. NOTE: FIGURES REPRESENT THE MEDIAN PRICE OF SIM-ONLY MOBILE PLANS OFFERING AT LEAST 1GB OF MOBILE DATA. VALUES TRANSLATED FROM LOCAL CURRENCIES INTO U.S.
DOLLAR EQUIVALENTS BY CABLE.CO.UK USING THE PREVAILING EXCHANGE RATES AT THE TIME OF SOURCE DATA PUBLICATION. GLOBAL OVERVIEW MEDIAN PRICE (IN U.S. DOLLARS) FOR A SIM-ONLY PLAN OFFERING AT LEAST 1GB OF MOBILE DATA
COST OF MOBILE DATA: AVERAGE PRICE FOR 1GB JAN
2024

46. 46
$2.86
$2.09
$1.03
$1.03
$0.96
$0.88
$0.75
$0.56
$0.47
$0.46
$0.42
$0.37
$0.37
$0.37
$0.37
$0.36
$0.32
$0.31
$0.27
$0.25
$0.24
$0.23
$0.20
$0.19
$0.19
$0.18
$0.16
$0.15
$0.14
$0.14
$0.13
$0.13
$0.13
$0.11
$0.11
$0.10
$0.10
$0.09
$0.09
$0.09
$0.08
$0.07
$0.07
$0.06
$0.05
$0.045
$0.034
$0.033
$0.029
$0.020
$0.016
$0.001
U.A.E.
NORWAY
SWEDEN
JAPAN
GREECE
CZECHIA
U.S.A.
SWITZERLAND
HUNGARY
EGYPT
NEW ZEALAND
TAIWAN
ARGENTINA
CROATIA
CANADA
NETHERLANDS
THAILAND
SAUDI ARABIA
CHINA
SOUTH KOREA
GERMANY
PORTUGAL
AUSTRIA
MOROCCO
DENMARK
KENYA
IRELAND
BRAZIL
RUSSIA
PHILIPPINES
BELGIUM
NIGERIA
HONG KONG
MEXICO
SPAIN
SOUTH AFRICA
U.K.
FRANCE
AUSTRALIA
VIETNAM
GHANA
SINGAPORE
TURKEY
COLOMBIA
ROMANIA
INDIA
CHILE
POLAND
ITALY
MALAYSIA
INDONESIA
ISRAELSOURCE: CABLE.CO.UK. NOTE: FIGURES REPRESENT THE COST OF THE CHEAPEST SIM-ONLY MOBILE PLAN OFFERING AT LEAST 1GB OF MOBILE DATA. VALUES TRANSLATED FROM LOCAL CURRENCIES INTO U.S.
DOLLAR EQUIVALENTS BY CABLE.CO.UK USING THE PREVAILING EXCHANGE RATES AT THE TIME OF SOURCE DATA PUBLICATION. GLOBAL OVERVIEW CHEAPEST PRICE (IN U.S. DOLLARS) FOR A SIM-ONLY PLAN THAT INCLUDES AT LEAST 1GB OF MOBILE DATA
COST OF MOBILE DATA: CHEAPEST 1GB PLAN JAN
2024 DATAREPORTAL

47. 47
01BURUNDI 1,224.9% $159.15
02ERITREA 894.3% $338.15
03 SOMALIA 127.6% $38.35
04AFGHANISTAN 76.0% $21.52
05GUINEA 65.8% $47.45
06MOZAMBIQUE 53.5% $16.34
07TIMOR-LESTE 52.4% $18.65
08COMOROS 51.6% $62.17
09EQUATORIAL GUINEA 30.2% $73.40
10LIBERIA 26.9% $7.70
11SIERRA LEONE 16.3% $5.56
12ZAMBIA 15.9% $8.16
13SOLOMON ISLANDS 15.7% $27.88
14SYRIA 15.6% $6.31
15TURKMENISTAN 14.4% $66.26
16DEM. REP. OF THE CONGO 12.0% $3.39
17YEMEN 11.4% $6.33
18DJIBOUTI 11.1% $25.73
19ZIMBABWE 10.2% $12.57
20MAURITANIA 8.7% $13.17 # LOCATION
AVE. PRICE PER
MBPS vs. AVE.
MONTHLY INCOME
AVERAGE PRICE
(USD) PER MBPS
OF FIXED DATA
# LOCATION
AVE. PRICE PER
MBPS vs. AVE.
MONTHLY INCOME
AVERAGE PRICE
(USD) PER MBPS
OF FIXED DATA
SOURCE: CABLE.CO.UK; WORLD BANK; KEPIOS ANALYSIS. NOTES: COMPARISONS WITH AVERAGE MONTHLY INCOME USE LATEST REPORTED WORLD BANK FIGURES FOR “ADJUSTED NET NATIONAL INCOME
PER CAPITA (CURRENT US$)”. FIGURES FOR “AVERAGE PRICE (USD) PER MBPS OF FIXED DATA” REPRESENT THE MEDIAN PRICE OF FIXED BROADBAND BANDWIDTH PER MBPS PER MONTH. PRICES SHOWN IN U.S.
DOLLARS; CURRENCY CONVERSION AS PER CABLE.CO.UK’S METHODOLOGY AND CALCULATIONS. PLEASE REFER TO DETAILED SOURCE NOTES HERE . ADVISORY: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS;
RANKING BASED ON AVAILABLE DATA ONLY. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE FIXED INTERNET BANDWIDTH IS THE LEAST AFFORDABLE, BASED ON THE AVERAGE PRICE PER MBPS
WHERE FIXED BROADBAND IS LEAST AFFORDABLE JAN
2024

48. 48
$2.81
$2.25
$2.02
$1.76
$1.72
$1.16
$1.10
$1.06
$0.93
$0.63
$0.61
$0.60
$0.49
$0.47
$0.46
$0.40
$0.39
$0.39
$0.37
$0.32
$0.29
$0.28
$0.27
$0.27
$0.25
$0.24
$0.23
$0.21
$0.20
$0.16
$0.16
$0.15
$0.14
$0.14
$0.13
$0.12
$0.12
$0.11
$0.10
$0.09
$0.09
$0.08
$0.06
$0.06
$0.05
$0.04
$0.04
$0.03
$0.03
$0.03
$0.02
$0.01
GHANA
U.A.E.
SWITZERLAND
KENYA
NIGERIA
MOROCCO
CANADA
AUSTRALIA
GERMANY
FRANCE
U.K.
SOUTH AFRICA
INDONESIA
CROATIA
DENMARK
AUSTRIA
HONG KONG
SAUDI ARABIA
BELGIUM
GREECE
IRELAND
MEXICO
COLOMBIA
CZECHIA
NORWAY
TAIWAN
TURKEY
BULGARIA
ISRAEL
NETHERLANDS
EGYPT
NEW ZEALAND
BRAZIL
PHILIPPINES
SWEDEN
U.S.A.
MALAYSIA
PORTUGAL
VIETNAM
ARGENTINA
HUNGARY
INDIA
SPAIN
JAPAN
CHINA
CHILE
SOUTH KOREA
POLAND
ITALY
SINGAPORE
THAILAND
ROMANIASOURCE: CABLE.CO.UK. NOTE: FIGURES REPRESENT THE MEDIAN PRICE PER MEGABIT PER SECOND OF FIXED INTERNET BANDWIDTH PER MONTH. VALUES TRANSLATED FROM LOCAL CURRENCIES INTO U.S.
DOLLAR EQUIVALENTS BY CABLE.CO.UK USING THE PREVAILING EXCHANGE RATES AT THE TIME OF SOURCE DATA PUBLICATION. GLOBAL OVERVIEW MEDIAN PRICE (IN U.S. DOLLARS) PER MEGABIT PER SECOND OF FIXED BROADBAND BANDWIDTH
COST OF FIXED DATA: AVERAGE PRICE PER MBPS JAN
2024

49. 49
$61.18
$57.57
$53.62
$35.33
$34.26
$31.05
$27.80
$27.68
$25.82
$24.98
$23.95
$23.88
$22.87
$22.16
$21.56
$21.29
$21.28
$20.31
$19.96
$19.90
$19.49
$19.13
$18.18
$17.02
$16.22
$15.97
$15.80
$15.38
$14.99
$14.99
$14.51
$14.38
$13.53
$13.38
$12.99
$12.68
$12.10
$11.49
$11.47
$11.42
$10.98
$10.09
$9.94
$9.06
$8.94
$7.08
$6.97
$5.98
$4.87
$4.38
$2.50
$1.30
U.A.E.
NORWAY
SAUDI ARABIA
AUSTRALIA
NIGERIA
SWITZERLAND
BELGIUM
NETHERLANDS
NEW ZEALAND
CANADA
IRELAND
DENMARK
U.S.A.
U.K.
SINGAPORE
PORTUGAL
ITALY
GREECE
GHANA
MALAYSIA
KENYA
ISRAEL
PHILIPPINES
FRANCE
MEXICO
SPAIN
TAIWAN
BRAZIL
CHILE
SOUTH KOREA
SWEDEN
MOROCCO
CZECHIA
HUNGARY
AUSTRIA
INDONESIA
THAILAND
SOUTH AFRICA
CROATIA
GERMANY
CHINA
ARGENTINA
HONG KONG
POLAND
TURKEY
BULGARIA
VIETNAM
JAPAN
INDIA
EGYPT
COLOMBIA
ROMANIASOURCE: CABLE.CO.UK. NOTE: FIGURES REPRESENT THE COST OF THE CHEAPEST FIXED BROADBAND INTERNET PACKAGE AVAILABLE IN THE RESPECTIVE COUNTRY AT THE TIME THE STUDY WAS CONDUCTED,
REGARDLESS OF BANDWIDTH OR DATA LIMITATIONS. VALUES TRANSLATED FROM LOCAL CURRENCIES INTO U.S. DOLLAR EQUIVALENTS BY CABLE.CO.UK USING THE PREVAILING EXCHANGE RATES AT THE TIME
OF SOURCE DATA PUBLICATION. GLOBAL OVERVIEW CHEAPEST PRICE (IN U.S. DOLLARS) FOR A FIXED BROADBAND INTERNET PACKAGE
COST OF FIXED DATA: CHEAPEST PACKAGE JAN
2024

50. 50
60.9%
56.6%
52.3%
51.9%
49.4%
46.1%
45.1%
43.7%
42.6%
38.8%
37.9%
35.2%
34.2%
29.9%
29.3%FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
WATCHING VIDEOS, TV SHOWS OR MOVIES
KEEPING UP TO DATE WITH NEWS AND EVENTS
RESEARCHING HOW TO DO THINGS
FINDING NEW IDEAS OR INSPIRATION
ACCESSING AND LISTENING TO MUSIC
RESEARCHING PRODUCTS AND BRANDS
FILLING UP SPARE TIME AND GENERAL BROWSING
EDUCATION AND STUDY-RELATED PURPOSES
RESEARCHING PLACES, VACATIONS AND TRAVEL
RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS
MANAGING FINANCES AND SAVINGS
BUSINESS-RELATED RESEARCH
GAMING
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET JAN
2024

51. 51
7.947.847.867.83
7.57
7.387.35
7.627.547.577.49
7.327.40
7.237.28
7.087.047.067.03
7.147.22
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Q4
2022
Q1
2023
Q2
2023
Q3
2023
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: RESPONDENTS COULD CHOOSE FROM THE SAME DEFINED LIST
OF 19 OPTIONS IN EACH WAVE OF RESEARCH. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE NUMBER OF REASONS CITED BY INTERNET USERS AGED 16 TO 64 AS PRIMARY MOTIVATIONS FOR USING THE INTERNET
NUMBER OF REASONS FOR USING THE INTERNET JAN
2024
CHANGE IN METHODOLOGY

52. 52
FIND INFORMATION 66.9%
FOLLOW NEWS & EVENTS 59.1%
CONTACT FRIENDS & FAMILY56.3%
LEARN HOW TO DO THINGS 51.4%
RESEARCH BRANDS 46.7%
WATCH VIDEOS & SHOWS 43.0%
RESEARCH PLACES & TRAVEL40.7%
FIND NEW IDEAS 39.8%
RESEARCH HEALTH 39.8%
FILL SPARE TIME & BROWSING38.9%
FIND INFORMATION 62.1%
CONTACT FRIENDS & FAMILY56.3%
FOLLOW NEWS & EVENTS 54.8%
LEARN HOW TO DO THINGS 49.2%
WATCH VIDEOS & SHOWS 48.8%
RESEARCH BRANDS 44.8%
FIND NEW IDEAS 42.3%
FILL SPARE TIME & BROWSING40.9%
LISTEN TO MUSIC 39.4%
RESEARCH PLACES & TRAVEL38.9%
FIND INFORMATION 59.7%
CONTACT FRIENDS & FAMILY55.7%
FOLLOW NEWS & EVENTS 52.9%
WATCH VIDEOS & SHOWS 51.7%
LEARN HOW TO DO THINGS 48.9%
FIND NEW IDEAS 46.0%
RESEARCH BRANDS 44.9%
LISTEN TO MUSIC 42.6%
FILL SPARE TIME & BROWSING41.1%
RESEARCH PLACES & TRAVEL39.1%
FIND INFORMATION 58.7%
CONTACT FRIENDS & FAMILY55.6%
WATCH VIDEOS & SHOWS 54.1%
FOLLOW NEWS & EVENTS 49.4%
FIND NEW IDEAS 47.9%
LEARN HOW TO DO THINGS 47.7%
LISTEN TO MUSIC 46.6%
RESEARCH BRANDS 43.0%
FILL SPARE TIME & BROWSING41.5%
EDUCATION & STUDY 39.0%
FIND INFORMATION 60.7%
CONTACT FRIENDS & FAMILY59.2%
WATCH VIDEOS & SHOWS 58.4%
LISTEN TO MUSIC 54.8%
EDUCATION & STUDY 53.0%
LEARN HOW TO DO THINGS 51.1%
FIND NEW IDEAS 50.3%
FILL SPARE TIME & BROWSING48.3%
FOLLOW NEWS & EVENTS 47.8%
GAMING 41.6%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PRIMARY REASONS WHY INTERNET USERS IN EACH AGE GROUP USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET JAN
2024

53. from Meltwater’s 2024 Marketing Trends guide
Evolving Digital Habits
1. Visual Search
See it, want it, buy it. That consumer expectation is now possible
thanks to advances in visual search technology. Marketers and
brands need to stay ahead of the curve with new expertise like
visual SEO and distinct visual branding.
3. AI Upskilling
According to our 2024 State of Social survey, 60% of marketers
plan to increase their use of AI. Marketers who don’t master
these tools now will be at a disadvantage soon. Now’s the time
to upskill for AI.
2. Microblogging Fragmentation
The race to become the next X (Twitter) is on. As internet users
test out new, competitive networks, marketers will have to
leverage audience intelligence to see which ones are worth
their investment.PARTNER CONTENT
Download the report
Find out how to prepare for these trends in Meltwater’s 2024 Marketing Trends guide.

54. PARTNER CONTENT

55. 55
94.7%
94.3%
80.7%
74.3%
54.4%
49.5%
48.1%
42.2%
40.6%
40.3%
32.4%
28.6%
26.6%
25.8%
24.5%CHAT AND MESSAGING
SOCIAL NETWORKS
SEARCH ENGINES OR WEB PORTALS
SHOPPING, AUCTIONS, OR CLASSIFIEDS
MAPS, PARKING, OR LOCATION-BASED SERVICES
EMAIL
MUSIC
WEATHER
ENTERTAINMENT
NEWS
GAMES
MOBILITY SERVICES (E.G. RIDE-HAILING, BIKE HIRE)
BANKING, INVESTING, OR INSURANCE
SPORTS
TRAVEL
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE VISITED OR USED EACH KIND OF DIGITAL PROPERTY IN THE PAST MONTH
TOP TYPES OF WEBSITES VISITED AND APPS USED JAN
2024

56. 56
CHAT & MESSAGING 89.8%
SOCIAL NETWORKS 87.9%
SEARCH ENGINES & PORTALS78.1%
SHOPPING 70.8%
EMAIL 57.6%
MAPS, PARKING & LOCATION53.1%
WEATHER 52.7%
NEWS 50.3%
MUSIC 35.3%
BANKING & FINANCE 32.5%
CHAT & MESSAGING 93.4%
SOCIAL NETWORKS 91.8%
SEARCH ENGINES & PORTALS79.8%
SHOPPING 74.0%
MAPS, PARKING & LOCATION54.4%
EMAIL 52.6%
NEWS 48.9%
WEATHER 47.6%
MUSIC 42.4%
ENTERTAINMENT 35.1%
CHAT & MESSAGING 95.8%
SOCIAL NETWORKS 95.7%
SEARCH ENGINES & PORTALS80.9%
SHOPPING 75.6%
MAPS, PARKING & LOCATION54.7%
MUSIC 51.5%
EMAIL 46.1%
ENTERTAINMENT 44.2%
WEATHER 38.9%
NEWS 37.0%
CHAT & MESSAGING 95.3%
SOCIAL NETWORKS 94.9%
SEARCH ENGINES & PORTALS80.3%
SHOPPING 76.3%
MAPS, PARKING & LOCATION54.6%
EMAIL 48.9%
MUSIC 46.8%
NEWS 43.7%
WEATHER 43.3%
ENTERTAINMENT 40.4%
SOCIAL NETWORKS 96.9%
CHAT & MESSAGING 96.4%
SEARCH ENGINES & PORTALS82.6%
SHOPPING 72.9%
MUSIC 55.9%
MAPS, PARKING & LOCATION54.5%
ENTERTAINMENT 47.7%
EMAIL 47.5%
GAMES 42.9%
WEATHER 36.0%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO HAVE VISITED OR USED EACH KIND OF DIGITAL PROPERTY IN THE PAST MONTH
TOP TYPES OF WEBSITES VISITED AND APPS USED JAN
2024

57. 57
06:09
06:23 06:20
06:29
06:46 06:48
06:38
06:54 06:58
06:36 06:40
+3.7% -0.8% +2.6% +4.3% +0.4% -2.4% +4.2% +0.8% -5.1% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2013 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY
DAILY TIME SPENT USING THE INTERNET (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

58. 58
06:58 06:53 06:49
06:37 06:36 06:35 06:40 06:41 06:40
-1.2% -0.8% -2.9% -0.2% [N/A] +1.3% +0.2% -0.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY
DAILY TIME SPENT USING THE INTERNET (QOQ) JAN
2024 CHANGE IN METHODOLOGY

59. 59
09:24
09:13
08:52
08:43
08:41
08:31
08:21
08:17
08:11
07:58
07:55
07:38
07:37
07:30
07:29
07:20
07:13
07:09
07:03
06:57
06:49
06:46
06:45
06:40
06:31
06:29
06:19
06:18
06:18
06:17
06:16
06:14
06:14
06:13
06:07
06:02
05:49
05:48
05:46
05:42
05:33
05:32
05:31
05:30
05:22
05:22
05:22
05:19
05:08
03:56
SOUTH AFRICA
BRAZIL
PHILIPPINES
COLOMBIA
ARGENTINA
CHILE
RUSSIA
MALAYSIA
U.A.E.
THAILAND
EGYPT
INDONESIA
MEXICO
PORTUGAL
BULGARIA
ISRAEL
TAIWAN
SAUDI ARABIA
U.S.A.
TURKEY
SINGAPORE
CROATIA
INDIA
WORLDWIDE
ROMANIA
NEW ZEALAND
HONG KONG
CANADA
VIETNAM
POLAND
HUNGARY
AUSTRALIA
CZECHIA
IRELAND
SWEDEN
U.K.
ITALY
GREECE
NORWAY
SPAIN
CHINA
SWITZERLAND
AUSTRIA
NETHERLANDS
BELGIUM
FRANCE
GERMANY
SOUTH KOREA
DENMARK
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET JAN
2024

60. 60
07:32
07:03
06:25
06:09
05:17
07:07 07:13
06:40
06:05
05:1416 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET JAN
2024

61. 61
54.9% 26.2% 31.1% 16.4% 11.5%
-7.1% (-420 BPS) -8.4% (-240 BPS) -2.5% (-80 BPS) +6.5% (+100 BPS) -9.4% (-120 BPS)
96.5% 61.8% 94.6% 3.8% 25.9%
+4.6% (+420 BPS) -5.8% (-380 BPS) +4.0% (+360 BPS) -26.9% (-140 BPS) -5.1% (-140 BPS) PERSONAL LAPTOP
OR DESKTOP
WORK LAPTOP
OR DESKTOP
CONNECTED
TELEVISION
SMART HOME
DEVICE
GAMES
CONSOLE
MOBILE
PHONE (ANY)
LAPTOP OR
DESKTOP (ANY)
SMART
PHONE
FEATURE
PHONE
TABLET
DEVICE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A
SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES
REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET
DEVICES USED TO ACCESS THE INTERNET JAN
2024

62. 62
MOBILES: 27.3%
MOBILES: 33.1%
MOBILES: 37.7%
MOBILES: 39.1%
MOBILES: 45.6%
MOBILES: 49.4%
MOBILES: 50.8%
MOBILES: 52.8%
MOBILES: 53.5%
MOBILES: 56.8%
MOBILES: 57.6%
COMPUTERS: 72.7%
COMPUTERS: 66.9%
COMPUTERS: 62.3%
COMPUTERS: 60.9%
COMPUTERS: 54.4%
COMPUTERS: 50.6%
COMPUTERS: 49.2%
COMPUTERS: 47.2%
COMPUTERS: 46.5%
COMPUTERS: 43.2%
COMPUTERS: 42.4%
+21.3% +13.8% +3.9% +16.5% +8.3% +2.9% +3.9% +1.3% +6.3% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2013 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: “MOBILES” INCLUDES SMARTPHONES AND
FEATURE PHONES. “COMPUTERS” INCLUDES LAPTOPS, DESKTOPS, AND TABLET DEVICES. PERCENTAGES IN THE WHITE CIRCLES SHOW THE RELATIVE CHANGE IN MOBILE’S SHARE OF TOTAL INTERNET TIME vs. THE
PREVIOUS PERIOD (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE (YOY) JAN
2024
CHANGE IN METHODOLOGY

63. 63
MOBILES: 53.5%
MOBILES: 54.7%
MOBILES: 55.6%
MOBILES: 55.7%
MOBILES: 56.8%
MOBILES: 56.9%
MOBILES: 56.8%
MOBILES: 57.1%
MOBILES: 57.6%
COMPUTERS: 46.5%
COMPUTERS: 45.3%
COMPUTERS: 44.4%
COMPUTERS: 44.3%
COMPUTERS: 43.2%
COMPUTERS: 43.1%
COMPUTERS: 43.2%
COMPUTERS: 42.9%
COMPUTERS: 42.4%
+2.3% +1.6% +0.2% +2.1% [N/A] -0.2% +0.6% +0.9%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: “MOBILES” INCLUDES SMARTPHONES AND
FEATURE PHONES. “COMPUTERS” INCLUDES LAPTOPS, DESKTOPS, AND TABLET DEVICES. PERCENTAGES IN THE WHITE CIRCLES SHOW THE RELATIVE CHANGE IN MOBILE’S SHARE OF TOTAL INTERNET TIME vs. THE
PREVIOUS PERIOD (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE (QOQ) JAN
2024 CHANGE IN METHODOLOGY

64. 64
MOBILES: 63.3% MOBILES: 63.3%
MOBILES: 62.2%
MOBILES: 61.4%
MOBILES: 60.1%
MOBILES: 60.1%
MOBILES: 59.2%
MOBILES: 59.2%
MOBILES: 57.6%
MOBILES: 57.6%
MOBILES: 57.5%
MOBILES: 56.6%
MOBILES: 56.5%
MOBILES: 55.8%
MOBILES: 55.8%
MOBILES: 55.8%
MOBILES: 55.7%
MOBILES: 55.7%
MOBILES: 54.8%
MOBILES: 53.1%
MOBILES: 52.6%
MOBILES: 52.2%
MOBILES: 51.8%
MOBILES: 51.8%
MOBILES: 51.8%
MOBILES: 51.5%
MOBILES: 51.4%
MOBILES: 51.1%
MOBILES: 51.1%
MOBILES: 50.8%
MOBILES: 50.6%
MOBILES: 50.4%
MOBILES: 50.3%
MOBILES: 49.9%
MOBILES: 49.6%
MOBILES: 49.2%
MOBILES: 48.9%
MOBILES: 48.7%
MOBILES: 48.5%
MOBILES: 48.4%
MOBILES: 48.3%
MOBILES: 47.9%
MOBILES: 47.6%
MOBILES: 47.4%
MOBILES: 47.4%
MOBILES: 47.2%
MOBILES: 47.2%
MOBILES: 47.1%
MOBILES: 46.9%
MOBILES: 45.2%
COMPUTERS: 36.7% COMPUTERS: 36.7%
COMPUTERS: 37.8%
COMPUTERS: 38.6%
COMPUTERS: 39.9% COMPUTERS: 39.9%
COMPUTERS: 40.8% COMPUTERS: 40.8%
COMPUTERS: 42.4% COMPUTERS: 42.4%
COMPUTERS: 42.5%
COMPUTERS: 43.4%
COMPUTERS: 43.5%
COMPUTERS: 44.2% COMPUTERS: 44.2% COMPUTERS: 44.2%
COMPUTERS: 44.3% COMPUTERS: 44.3%
COMPUTERS: 45.2%
COMPUTERS: 46.9%
COMPUTERS: 47.4%
COMPUTERS: 47.8%
COMPUTERS: 48.2% COMPUTERS: 48.2% COMPUTERS: 48.2%
COMPUTERS: 48.5%
COMPUTERS: 48.6%
COMPUTERS: 48.9% COMPUTERS: 48.9%
COMPUTERS: 49.2%
COMPUTERS: 49.4%
COMPUTERS: 49.6%
COMPUTERS: 49.7%
COMPUTERS: 50.1%
COMPUTERS: 50.4%
COMPUTERS: 50.8%
COMPUTERS: 51.1%
COMPUTERS: 51.3%
COMPUTERS: 51.5%
COMPUTERS: 51.6%
COMPUTERS: 51.7%
COMPUTERS: 52.1%
COMPUTERS: 52.4%
COMPUTERS: 52.6% COMPUTERS: 52.6%
COMPUTERS: 52.8% COMPUTERS: 52.8%
COMPUTERS: 52.9%
COMPUTERS: 53.1%
COMPUTERS: 54.8%
CHINA
THAILAND
INDONESIA
SAUDI ARABIA
INDIA
PHILIPPINES
ROMANIA
TURKEY
WORLDWIDE
BRAZIL
MEXICO
TAIWAN
CHILE
EGYPT
MALAYSIA
SOUTH AFRICA
U.A.E.
VIETNAM
COLOMBIA
ARGENTINA
ISRAEL
IRELAND
HONG KONG
SWEDEN
U.S.A.
HUNGARY
NORWAY
BULGARIA
SOUTH KOREA
ITALY
SPAIN
SINGAPORE
NETHERLANDS
GREECE
NEW ZEALAND
POLAND
U.K.
AUSTRIA
GERMANY
CROATIA
JAPAN
FRANCE
SWITZERLAND
CANADA
PORTUGAL AUSTRALIA
RUSSIA
CZECHIA
DENMARK
BELGIUM
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE JAN
2024 DATAREPORTAL

65. 65
MOBILES: 64.1%
MOBILES: 59.7%
MOBILES: 60.1%
MOBILES: 57.6%
MOBILES: 58.1%
MOBILES: 54.9%
MOBILES: 55.5%
MOBILES: 52.7%
MOBILES: 52.4%
MOBILES: 49.8%
COMPUTERS: 35.9%
COMPUTERS: 40.3%
COMPUTERS: 39.9%
COMPUTERS: 42.4%
COMPUTERS: 41.9%
COMPUTERS: 45.1%
COMPUTERS: 44.5%
COMPUTERS: 47.3%
COMPUTERS: 47.6%
COMPUTERS: 50.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME THAT INTERNET USERS SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE JAN
2024

66. 66
98.9% 98.8%
98.7%
98.5%
98.3%
98.2%
98.0%
97.9%
97.6%
97.4%
97.3%
97.3%
97.3%
96.9%
96.8%
96.7%
96.7%
96.6%
96.6%
96.5%
96.2%
96.1%
96.1%
96.1%
96.1%
96.1%
95.8%
95.7%
95.6%
95.1%
94.7%
94.6%
94.6%
94.2%
94.2%
94.1%
94.0%
94.0%
94.0%
93.9%
93.9%
93.8%
93.7%
93.7%
93.6%
93.5%
93.5%
92.7%
92.5%
92.3%
INDONESIA PHILIPPINES
SOUTH AFRICA
BRAZIL
THAILAND
TURKEY
COLOMBIA
MALAYSIA
MEXICO
CHILE
CROATIA
PORTUGAL
SAUDI ARABIA
ITALY
ARGENTINA
IRELAND
SOUTH KOREA
INDIA
VIETNAM
WORLDWIDE
U.S.A.
BULGARIA
ISRAEL
POLAND
ROMANIA
SPAIN
CHINA
NORWAY
SWEDEN
RUSSIA
U.K.
EGYPT
NEW ZEALAND
HUNGARY
U.A.E.
AUSTRALIA
FRANCE
GREECE
NETHERLANDS
HONG KONG
SWITZERLAND
TAIWAN
GERMANY
JAPAN
CZECHIA
AUSTRIA
BELGIUM
SINGAPORE
CANADA
DENMARK
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A SMARTPHONE OR A FEATURE PHONE TO ACCESS THE INTERNET
USING MOBILE PHONES TO ACCESS THE INTERNET JAN
2024

67. 67
97.2% 97.2% 97.0% 97.0% 95.7%96.3% 96.3% 96.3% 95.8% 94.6%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE A SMARTPHONE OR A FEATURE PHONE TO ACCESS THE INTERNET
USING MOBILE PHONES TO ACCESS THE INTERNET JAN
2024

68. 68
05:20 05:19
05:15
05:02
04:58
04:48
04:47
04:45
04:37
04:37
04:36
04:34
04:25
04:23
04:23
04:20
04:07
04:05
04:03
03:56
03:52
03:51
03:50
03:49
03:39
03:33
03:31
03:30
03:26
03:17
03:17
03:15
03:14
03:13
03:10
03:05
02:59
02:58
02:57
02:57
02:56
02:56
02:54
02:53
02:46
02:43
02:41
02:38
02:36
02:34
02:26
02:24
02:21
01:54
PHILIPPINES
BRAZIL
SOUTH AFRICA
THAILAND
GHANA
CHILE
COLOMBIA
INDONESIA
ARGENTINA
MALAYSIA
KENYA
U.A.E.
EGYPT
MEXICO
SAUDI ARABIA
NIGERIA
TURKEY
TAIWAN
INDIA
RUSSIA
ISRAEL
ROMANIA
WORLDWIDE
BULGARIA
U.S.A.
PORTUGAL
CHINA
VIETNAM
SINGAPORE
CROATIA
HONG KONG
IRELAND
HUNGARY
NEW ZEALAND
SWEDEN
POLAND
CANADA
NORWAY
ITALY
U.K.
AUSTRALIA
CZECHIA
GREECE
SPAIN
NETHERLANDS
SOUTH KOREA
AUSTRIA
SWITZERLAND
GERMANY
FRANCE
BELGIUM
DENMARK
MOROCCO
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON MOBILE PHONES
TIME SPENT USING THE INTERNET ON MOBILES JAN
2024

69. PARTNER CONTENT
The majority of the global population now own a
smartphone, which is how most people are
accessing mobile internet.
Of the 4.6 billion people using mobile internet,
almost 4 billion do so using a smartphone (49%
of the global population) and around 600
million people do so using a feature phone (8%
of the global population).
There are also 350 million people who own a
smartphone but do not use mobile internet.
The State of Mobile Internet Connectivity 2023
54%
Most of those not using mobile internet live in
areas covered by a mobile broadband network.
With mobile internet adoption outpacing
network expansion, this ?usage gap’ has been
shrinking slowly in recent years, from 40% in
2021 to 38% in 2022.
However, the usage gap remains almost eight
times the size of the coverage gap, which stood
at 5% at the end of 2022.
In 2022, 3 billion people (38% of the
global population) lived in areas
covered by mobile internet but did not
use it.
38%
Across LMICs, affordability of an entry-level,
internet-enabled handset remained relatively
unchanged, while affordability of data continues
to improve across most regions.
However, while the affordability of an entry-
level device across all low- and middle-income
countries (LMICs) is equivalent to 16% of
a
verage monthly income, this increases to 40%
for the poorest 40% of the population and 55%
for the poorest 20%.
The affordability of an entry-level
device across all low- and middle-
income countries (LMICs) is equivalent
to 16% of average monthly income
16%
At the end of 2022, 54% of the global
population (4.3 billion people) owned
a smartphone.
Download the report
gsmaintelligence.com
Source: GSMA Intelligence and GSMA Connected Society Source: GSMA Intelligence and GSMA Connected Society Source: GSMA Intelligence and GSMA Connected Society

70. 70
86.5% 86.1%
84.5%
84.3%
83.4%
82.5%
81.2%
81.1%
81.0%
79.8%
79.7%
78.9%
78.1%
77.8%
77.2%
77.1%
77.1%
77.0%
76.6%
76.5%
76.2%
75.6%
74.8%
74.6%
74.4%
74.2%
73.8%
73.7%
73.3%
73.3%
73.3%
73.2%
72.9%
72.8%
71.2%
69.0%
67.8%
67.5%
66.7%
63.9%
61.8%
61.8%
61.2%
60.4%
59.9%
56.8%
52.0%
51.5%
50.5%
42.8%
42.4%
24.6%
17.9%
14.8%
CZECHIA CROATIA
PORTUGAL
POLAND
SWITZERLAND
AUSTRIA
CANADA
SOUTH AFRICA
BELGIUM
NEW ZEALAND
AUSTRALIA
GERMANY
ITALY
NETHERLANDS
FRANCE
RUSSIA
SPAIN
GREECE
ARGENTINA
BULGARIA
ISRAEL
HUNGARY
SWEDEN
IRELAND
SINGAPORE
U.A.E.
CHILE
U.K.
DENMARK
HONG KONG
MALAYSIA
COLOMBIA
ROMANIA
U.S.A.
SOUTH KOREA
TAIWAN
NORWAY
MEXICO
BRAZIL
TURKEY
WORLDWIDE
PHILIPPINES
CHINA
JAPAN
VIETNAM
INDONESIA
SAUDI ARABIA
EGYPT
INDIA
KENYA
THAILAND
GHANA
NIGERIA
MOROCCO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: INCLUDES USERS WHO ACCESS THE INTERNET VIA A LAPTOP,
DESKTOP, OR TABLET OF THEIR OWN, AS WELL AS USERS WHO ACCESS THE INTERNET VIA DEVICES PROVIDED BY THEIR PLACE OF WORK. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A LAPTOP, DESKTOP, OR TABLET TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET JAN
2024

71. 71
57.3%
58.7%
61.6%
63.0%
60.7%
58.3%
59.8%
65.8%
68.4%
70.4%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: INCLUDES USERS WHO ACCESS THE INTERNET VIA A LAPTOP,
DESKTOP, OR TABLET OF THEIR OWN, AS WELL AS USERS WHO ACCESS THE INTERNET VIA DEVICES PROVIDED BY THEIR PLACE OF WORK. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE A LAPTOP, DESKTOP, OR TABLET TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET JAN
2024

72. 72
04:24
04:09
04:05
03:57
03:56
03:54
03:42
03:40
03:40
03:38
03:32
03:30
03:30
03:28
03:24
03:23
03:19
03:17
03:17
03:16
03:14
03:11
03:08
03:05
03:03
03:02
02:58
02:57
02:57
02:56
02:55
02:54
02:53
02:52
02:50
02:50
02:50
02:49
02:48
02:47
02:47
02:46
02:46
02:44
02:43
02:42
02:39
02:36
02:02
02:02
RUSSIA
SOUTH AFRICA
ARGENTINA
PORTUGAL
COLOMBIA
BRAZIL
CHILE
BULGARIA
MALAYSIA
U.A.E.
PHILIPPINES
CROATIA
EGYPT
ISRAEL
U.S.A.
SINGAPORE
CANADA
AUSTRALIA
CZECHIA
NEW ZEALAND
MEXICO
POLAND
TAIWAN
U.K.
HONG KONG
HUNGARY
IRELAND
BELGIUM
SWEDEN
THAILAND
GREECE
SWITZERLAND
INDONESIA
ITALY
WORLDWIDE
AUSTRIA
TURKEY
SPAIN
NORWAY
FRANCE
VIETNAM
GERMANY
SAUDI ARABIA
NETHERLANDS
DENMARK
INDIA
ROMANIA
SOUTH KOREA
CHINA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: INCLUDES USERS WHO ACCESS THE INTERNET VIA A LAPTOP,
DESKTOP, OR TABLET. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME PER DAY THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON LAPTOPS , DESKTOPS, OR TABLETS
TIME SPENT USING THE INTERNET ON COMPUTERS JAN
2024

73. 73
36.4%
33.5%
34.2% 34.2%
33.3%
29.6%
30.6% 30.2% 29.8%
-8.0% +2.1% 0% -2.6% [N/A] +3.4% -1.3% -1.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) EACH WEEK
USE OF VOICE ASSISTANTS JAN
2024 CHANGE IN METHODOLOGY

74. 74
38.3% 38.1%
33.1%
32.8%
32.1%
30.6%
30.6%
30.5%
29.8%
29.2%
26.7%
26.6%
26.5%
25.7%
25.3%
24.9%
24.5%
24.0%
23.9%
23.3%
23.0%
22.2%
22.1%
21.8%
21.7%
21.7%
21.5%
19.7%
18.9%
18.4%
18.0%
18.0%
18.0%
17.0%
16.6%
16.4%
16.4%
15.9%
15.6%
15.5%
15.3%
15.0%
14.8%
14.5%
13.6%
13.6%
13.6%
12.4%
11.8%
11.5%
10.5%
9.3%
6.7%
5.8%
CHINA
INDIA
MEXICO
BRAZIL
U.S.A.
ITALY
U.A.E.
SPAIN
WORLDWIDE
U.K.
TURKEY
VIETNAM
THAILAND
CANADA
HONG KONG
IRELAND
GERMANY
AUSTRALIA
SOUTH AFRICA
COLOMBIA
TAIWAN
INDONESIA
MALAYSIA
RUSSIA
CHILE
SAUDI ARABIA
NEW ZEALAND
FRANCE
SINGAPORE
MOROCCO
AUSTRIA
EGYPT
PORTUGAL
PHILIPPINES
DENMARK
GHANA
KENYA
POLAND
ISRAEL
ARGENTINA
SWEDEN
SWITZERLAND
NORWAY
GREECE
NETHERLANDS
NIGERIA
ROMANIA
BULGARIA
SOUTH KOREA
BELGIUM
JAPAN
CZECHIA
CROATIA
HUNGARY
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) EACH WEEK
USE OF VOICE ASSISTANTS JAN
2024 DATAREPORTAL

75. 75
29.9%
32.1%
31.2%
26.8%
23.5%
31.4% 31.7% 31.8%
27.3%
23.0%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) EACH WEEK
USE OF VOICE ASSISTANTS JAN
2024

76. 76
48.61 +43.1% 90.21 +20.7%
11.07 +18.5% 41.18 +29.1%
27 -3.6% 9 -10.0% MEDIAN SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
MEDIAN SPEED OF MOBILE
INTERNET CONNECTIONS
MEDIAN SPEED OF
FIXED INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
MEDIAN SPEED OF FIXED
INTERNET CONNECTIONS
LATENCY (MS) LATENCY LATENCY (MS) LATENCY
UPLOAD (MBPS) UPLOAD UPLOAD (MBPS) UPLOAD
DOWNLOAD (MBPS) DOWNLOAD DOWNLOAD (MBPS) DOWNLOAD
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD AND UPLOAD SPEEDS IN MEGABITS PER SECOND, AND MEDIAN CONNECTION LATENCY IN MILLISECONDS IN NOVEMBER 2023. TIP: A
NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER LATENCY SHOULD RESULT IN FASTER CONTENT DELIVERY.GLOBAL OVERVIEW MEDIAN SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS
INTERNET CONNECTION SPEEDS JAN
2024

77. 77
324.92
161.56
153.18
147.03
136.40
122.94
112.05
106.28
98.22
96.73
95.18
94.62
94.58
93.91
88.24
85.96
83.10
79.60
76.73
73.31
69.91
69.33
69.12
66.64
62.41
61.91
57.44
51.50
49.71
48.61
48.43
47.09
47.06
46.28
46.03
42.67
42.12
41.54
40.69
40.16
36.52
34.77
33.96
33.09
27.75
26.48
25.14
24.99
24.53
23.97
22.11
21.78
13.17
12.26
U.A.E.
CHINA
NORWAY
DENMARK
SOUTH KOREA
NETHERLANDS
SAUDI ARABIA
U.S.A.
SWEDEN
CANADA
SINGAPORE
INDIA
BULGARIA
AUSTRALIA
CROATIA
PORTUGAL
SWITZERLAND
FRANCE
AUSTRIA
TAIWAN
NEW ZEALAND
BELGIUM
GREECE
MALAYSIA
HONG KONG
CZECHIA
GERMANY
ROMANIA
SOUTH AFRICA
WORLDWIDE
U.K.
BRAZIL
VIETNAM
JAPAN
ITALY
HUNGARY
POLAND
SPAIN
THAILAND
ISRAEL
MOROCCO
CHILE
TURKEY
IRELAND
PHILIPPINES
NIGERIA
MEXICO
ARGENTINA
INDONESIA
RUSSIA
EGYPT
KENYA
GHANA
COLOMBIA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2023.GLOBAL OVERVIEW MEDIAN DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS (IN MBPS)
MOBILE INTERNET CONNECTION SPEEDS JAN
2024

78. 78
01UNITED ARAB EMIRATES 324.92 +132.7% 29.99 19
02QATAR 243.95 +38.5% 28.44 19
03KUWAIT 189.11 +93.6% 23.80 18
04CHINA 161.56 +47.7% 29.37 26
05NORWAY 153.18 +16.5% 22.94 25
06DENMARK 147.03 +29.6% 19.67 18
07MACAU 136.42 +28.2% 31.27 14
08SOUTH KOREA 136.40 +14.9% 17.18 28
09NETHERLANDS 122.94 +12.7% 17.63 22
10BAHRAIN 119.04 +46.0% 17.55 18
144CUBA 3.90 -32.1% 3.75 123
143AFGHANISTAN 4.81 -8.7% 1.87 32
142TIMOR-LESTE 4.85
[N/A] 2.87 20
141YEMEN 5.59 -42.0% 5.93 34
140SUDAN 7.70 -42.5% 5.40 51
139HAITI 8.43 +33.8% 7.08 25
138TAJIKISTAN 9.35 +14.4% 5.39 25
137BOLIVIA 10.27 +1.1% 9.22 26
136VENEZUELA 11.15 +95.3% 5.98 38
135SYRIA 11.82 +27.5% 3.69 29#LOCATION  DL ▲YOY  UL LATENCY #LOCATION  DL ▲YOY  UL LATENCY
FASTEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS SLOWEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR NOVEMBER 2023. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER
SECOND. “▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA MOBILE CONNECTIONS
MOBILE INTERNET CONNECTION SPEEDS JAN
2024

79. 79
263.51
259.02
249.82
248.92
239.40
219.71
216.26
209.52
207.41
205.74
201.08
195.20
185.71
181.30
176.47
167.41
162.50
157.67
155.12
154.39
140.46
139.38
139.28
134.61
123.36
112.21
111.81
105.04
103.41
102.55
92.99
92.19
92.10
90.21
89.93
84.74
83.29
77.64
75.89
71.40
64.53
63.35
62.16
60.28
58.62
54.41
48.66
45.62
41.49
33.60
28.34
26.43
19.15
9.78
SINGAPORE
HONG KONG
CHILE
CHINA
U.A.E.
U.S.A.
THAILAND
DENMARK
FRANCE
ROMANIA
SPAIN
SWITZERLAND
JAPAN
NETHERLANDS
CANADA
ISRAEL
NEW ZEALAND
TAIWAN
HUNGARY
PORTUGAL
BRAZIL
SWEDEN
POLAND
NORWAY
SOUTH KOREA
MALAYSIA
COLOMBIA
VIETNAM
SAUDI ARABIA
IRELAND
BELGIUM
PHILIPPINES
U.K.
WORLDWIDE
GERMANY
RUSSIA
AUSTRIA
BULGARIA
ARGENTINA
ITALY
EGYPT
CZECHIA
CROATIA
MEXICO
INDIA
AUSTRALIA
GREECE
SOUTH AFRICA
TURKEY
GHANA
INDONESIA
MOROCCO
NIGERIA
KENYA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2023.GLOBAL OVERVIEW MEDIAN DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS (IN MBPS)
FIXED INTERNET CONNECTION SPEEDS JAN
2024

80. 80
01SINGAPORE 263.51 +20.3% 217.42 4
02HONG KONG 259.02 +33.1% 185.41 4
03CHILE 249.82 +15.4% 168.92 6
04CHINA 248.92 +16.0% 40.01 13
05MONACO 247.37 +36.5% 172.17 3
06UNITED ARAB EMIRATES 239.40 +27.9% 102.97 5
07UNITED STATES OF AMERICA 219.71 +15.9% 24.33 13
08THAILAND 216.26 +5.1% 185.12 6
09DENMARK 209.52 +11.2% 114.44 7
10FRANCE 207.41 +38.0% 157.77 10
180CUBA 2.11 +10.5% 0.93 111
179AFGHANISTAN 3.12 +38.7% 2.23 28
178SYRIA 4.05 +27.8% 9.44 16
177TURKMENISTAN 5.25 +114.3% 6.62 74
176NIGER 5.76 +28.3% 4.86 24
175BURUNDI 5.82 +16.4% 5.73 20
174YEMEN 5.95 +51.0% 1.44 44
173GAMBIA 6.06 -5.9% 4.22 19
172TIMOR-LESTE 6.10
[N/A] 6.64 7
171LIBERIA 7.14 -3.4% 6.39 21FASTEST MEDIAN FIXED INTERNET CONNECTION SPEEDS SLOWEST MEDIAN FIXED INTERNET CONNECTION SPEEDS
#LOCATION  DL ▲YOY  UL LATENCY #LOCATION  DL ▲YOY  UL LATENCY#LOCATION  DL ▲YOY  UL LATENCY #LOCATION  DL ▲YOY  UL LATENCY
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR NOVEMBER 2023. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER
SECOND. “▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS.GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA FIXED CONNECTIONS
FIXED INTERNET CONNECTION SPEEDS JAN
2024

81. 81
01MALDIVES 72.98 MBPS 11.44 MBPS 6.4 : 1
02BOTSWANA 43.25 MBPS 7.85 MBPS 5.5 : 1
03SURINAME 48.37 MBPS 11.51 MBPS 4.2 : 1
04 ETHIOPIA 27.19 MBPS 7.72 MBPS 3.5 : 1
05LEBANON 31.06 MBPS 9.39 MBPS 3.3 : 1
06SYRIA 11.82 MBPS 4.05 MBPS 2.9 : 1
07UGANDA 35.03 MBPS 12.98 MBPS 2.7 : 1
08TUNISIA 24.32 MBPS 9.16 MBPS 2.7 : 1
09IRAN 31.82 MBPS 12.76 MBPS 2.5 : 1
10KENYA 21.78 MBPS 9.78 MBPS 2.2 : 1
01COLOMBIA 111.81 MBPS 12.26 MBPS 9.1 : 1
02PANAMA 147.25 MBPS 18.51 MBPS 8.0 : 1
03CHILE 249.82 MBPS 34.77 MBPS 7.2 : 1
04PERU 93.92 MBPS 17.41 MBPS 5.4 : 1
05THAILAND 216.26 MBPS 40.69 MBPS 5.3 : 1
06BELARUS 62.06 MBPS 11.94 MBPS 5.2 : 1
07JORDAN 110.49 MBPS 22.11 MBPS 5.0 : 1
08SPAIN 201.08 MBPS 41.54 MBPS 4.8 : 1
09PARAGUAY 83.53 MBPS 17.65 MBPS 4.7 : 1
10MONGOLIA 68.36 MBPS 15.49 MBPS 4.4 : 1#LOCATION
MOBILE
 DL SPEED
FIXED
 DL SPEED
RATIO #LOCATION
FIXED
 DL SPEED
MOBILE
 DL SPEED
RATIO
LOCATIONS WITH BIGGEST GAPS IN FAVOUR OF FIXED CONNECTION SPEEDSLOCATIONS WITH BIGGEST GAPS IN FAVOUR OF MOBILE CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: “ DL SPEED” FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND IN NOVEMBER 2023. “RATIO” FIGURES OFFER A COMPARISON BETWEEN THE TWO
DOWNLOAD SPEEDS. RANKING ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 10,000 PEOPLE.GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE GREATEST DIFFERENCES BETWEEN MEDIAN DOWNLOAD SPEEDS FOR MOBILE AND FIXED CONNECTIONS
COMPARING MOBILE AND FIXED INTERNET SPEEDS JAN
2024

82. 82
57.94%40.06% 1.95% 0.06%
-3.9% +6.3% -2.5% +100.0%
-234 BPS +236 BPS -5 BPS +3 BPS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
MOBILE
PHONES
LAPTOP AND
DESKTOP COMPUTERS
TABLET
DEVICES
OTHER
DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO BROWSERS RUNNING ON ANY DEVICE IN DECEMBER 2023 . 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.GLOBAL OVERVIEW PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE
SHARE OF WEB TRAFFIC BY DEVICE JAN
2024

83. 83
22.2%
31.8%
38.6%
50.3%
52.4%
49.0%
53.3%
55.7% 54.8%
60.3%
57.9%
+43.5% +21.4% +30.2% +4.3% -6.5% +8.6% +4.6% -1.5% +9.9% -3.9%
DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%). GLOBAL OVERVIEW PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC (YOY) JAN
2024

84. 84
87.6%
84.5%
82.0%
79.2%
78.6%
78.5%
77.7%
75.3%
73.1%
70.0%
68.2%
66.5%
65.7%
65.4%
65.3%
64.8%
63.3%
62.8%
61.9%
61.6%
60.5%
60.5%
59.4%
59.3%
58.2%
57.9%
56.8%
55.7%
55.2%
52.2%
51.8%
51.5%
50.5%
50.4%
49.1%
48.2%
48.2%
47.2%
46.9%
45.6%
44.6%
43.2%
42.4%
42.4%
42.3%
42.0%
42.0%
41.8%
41.4%
41.0%
35.6%
34.4%
34.0%
28.1%
NIGERIA
VIETNAM
SOUTH AFRICA
SAUDI ARABIA
INDIA
GHANA
KENYA
U.A.E.
TURKEY
POLAND
COLOMBIA
EGYPT
BULGARIA
ISRAEL
GREECE
SPAIN
HUNGARY
INDONESIA
IRELAND
CHINA
THAILAND
SOUTH KOREA
MEXICO
SINGAPORE
ARGENTINA
WORLDWIDE
MALAYSIA
NORWAY
ROMANIA
BRAZIL
CHILE
TAIWAN
ITALY
AUSTRIA
FRANCE
GERMANY
HONG KONG
U.K.
SWEDEN
CROATIA
BELGIUM
CZECHIA
NEW ZEALAND
PORTUGAL
RUSSIA
CANADA
NETHERLANDS
AUSTRALIA
U.S.A.
PHILIPPINES
JAPAN
SWITZERLAND
MOROCCO
DENMARK
SOURCE: STATCOUNTER. NOTE: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO
BROWSERS RUNNING ON ANY DEVICE IN DECEMBER 2023 . GLOBAL OVERVIEW SHARE OF TOTAL WEB TRAFFIC (PERCENTAGE OF PAGES) SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC JAN
2024

85. 85
2.86% 2.60% 0.87% 2.07%
+27.1% (+61 BPS) -14.8% (-45 BPS) -49.4% (-85 BPS) -25.3% (-70 BPS)
64.70% 18.59% 4.96% 3.35%
+0.03% (+2 BP) +1.6% (+30 BPS) +17.3% (+73 BPS) +11.3% (+34 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
OPERA SAMSUNG INTERNET UC BROWSER OTHER
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
CHROME SAFARI MICROSOFT EDGE FIREFOX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND
OF DEVICE IN DECEMBER 2023 . PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.GLOBAL OVERVIEW PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE
SHARE OF WEB TRAFFIC BY BROWSER JAN
2024

86. 86
35.8%
40.9%
47.1%
51.1%
55.0%
62.3%
63.6% 63.4% 63.8% 64.7% 64.7%
+14.3% +15.2% +8.3% +7.8% +13.2% +2.2% -0.4% +0.7% +1.4% +0.03%
DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO GOOGLE’S CHROME BROWSER COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB
BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). GLOBAL OVERVIEW NUMBER OF WEB PAGES SERVED TO GOOGLE CHROME AS A PERCENTAGE OF ALL WEB PAGES SERVED TO WEB BROWSERS (ANY DEVICE)
GOOGLE CHROME’S SHARE OF WEB TRAFFIC (YOY) JAN
2024

87. 87
01GOOGLE.COM 85.59 B 2.44 B 10M 45S 8.6
02YOUTUBE.COM 33.04 B 1.45 B 20M 09S 11.4
03FACEBOOK.COM 17.09 B 1.15 B 10M 22S 8.6
04INSTAGRAM.COM 6.47 B 911 M 8M 11S 11.0
05TWITTER.COM 6.41 B 764 M 10M 40S 9.9
06BAIDU.COM 4.99 B 206 M 5M 04S 8.0
07WIKIPEDIA.ORG 4.52 B 741 M 3M 55S 3.1
08YAHOO.COM 3.44 B 294 M 8M 44S 5.5
09YANDEX.RU 3.35 B 150 M 9M 15S 9.2
10WHATSAPP.COM 2.93 B 360 M 15M 47S 1.7
11XVIDEOS.COM 2.80 B 347 M 8M 47S 9.0
12PORNHUB.COM 2.45 B 342 M 8M 30S 8.6
13AMAZON.COM 2.42 B 335 M 7M 14S 9.6
14XNXX.COM 2.27 B 269 M 7M 28S 11.1
15TIKTOK.COM 2.07 B 696 M 3M 38S 7.6
16YAHOO.CO.JP 2.05 B 67 M 9M 07S 6.4
17LIVE.COM 2.04 B 207 M 7M 53S 8.5
18DOCOMO.NE.JP 1.82 B 87 M 5M 48S 4.8
19REDDIT.COM 1.77 B 185 M 8M 34S 6.4
20LINKEDIN.COM 1.69 B 244 M 7M 30S 7.7#WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
#WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2022 AND NOVEMBER 2023. NOTES: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF
DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. VALUES FOR “TOTAL VISITS” AND “UNIQUE
VISITORS” REPRESENT MONTHLY AVERAGES. FIGURES ENDING IN “B” ARE IN BILLIONS; FIGURES ENDING IN “M” ARE IN MILLIONS; FIGURES ENDING IN “K” ARE IN THOUSANDS. TIME SHOWN IN MINUTES AND
SECONDS. ADVISORY: SOME SITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT, VIRUSES, MALWARE, OR OFFENSIVE CONTENT. READERS SHOULD AVOID VISITING UNKNOWN DOMAINS.GLOBAL OVERVIEW
SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2022 AND NOVEMBER 2023TOP WEBSITES: SIMILARWEB RANKING JAN
2024

88. 88
01GOOGLE.COM 175 B 9.01 B 21M 10S 3.4
02YOUTUBE.COM 113 B 5.66 B 35M 42S 6.0
03FACEBOOK.COM 18.1 B 3.03 B 22M 25S 2.5
04PORNHUB.COM 12.8 B 1.66 B 10M 42S 7.2
05XVIDEOS.COM 8.96 B 1.27 B 12M 35S 7.9
06WIKIPEDIA.ORG 8.46 B 1.69 B 10M 38S 2.0
07TWITTER.COM 8.39 B 1.53 B 19M 47S 1.9
08INSTAGRAM.COM 7.36 B 1.80 B 18M 09S 2.0
09REDDIT.COM 7.05 B 1.14 B 17M 53S 2.7
10DUCKDUCKGO.COM 4.55 B 264 M 20M 39S 2.4
11SPANKBANG.COM 4.44 B 610 M 12M 56S 7.7
12YAHOO.COM 4.24 B 549 M 21M 06S 3.1
13AMAZON.COM 4.23 B 926 M 13M 24S 5.3
14XNXX.COM 4.22 B 770 M 11M 07S 7.2
15BING.COM 3.96 B 692 M 13M 37S 3.6
16TIKTOK.COM 3.69 B 1.12 B 09M 53S 1.8
17YAHOO.CO.JP 3.39 B 228 M 19M 27S 5.3
18WEATHER.COM 3.25 B 842 M 07M 15S 1.5
19FANDOM.COM 3.07 B 587 M 13M 10S 3.1
20WHATSAPP.COM 3.06 B 862 M 18M 00S 1.4#WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
#WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT
‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” ARE IN BILLIONS; FIGURES ENDING
IN “M” ARE IN MILLIONS; FIGURES ENDING IN “K” ARE IN THOUSANDS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT,
VIRUSES, MALWARE, OR OFFENSIVE CONTENT. READERS SHOULD AVOID VISITING UNKNOWN DOMAINS . COMPARABILITY: SOURCE METHODOLOGY CHANGES.GLOBAL OVERVIEW
SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023TOP WEBSITES: SEMRUSH RANKING JAN
2024

89. 89
83.6% 82.4% 82.7% 82.2% 81.8%
80.4% 80.4% 80.7% 80.7%
-1.4% +0.4% -0.6% -0.5% [N/A] 0% +0.4% 0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SEARCH ENGINES EACH MONTH
USE OF SEARCH ENGINES JAN
2024 CHANGE IN METHODOLOGY

90. 90
95.4% 94.5%
94.0%
94.0%
93.9%
93.7%
93.5%
93.3%
93.2%
93.1%
92.4%
92.2%
91.7%
91.7%
91.7%
90.6%
90.5%
89.9%
89.5%
89.3%
89.3%
89.3%
89.2%
88.8%
88.6%
88.6%
88.6%
88.5%
88.4%
88.2%
87.5%
87.5%
87.2%
87.1%
87.1%
86.7%
86.6%
86.5%
86.4%
85.9%
85.9%
85.8%
85.6%
85.4%
85.0%
85.0%
80.7%
80.1%
79.4%
77.2%
75.1%
73.0%
71.1%
63.7%
SOUTH AFRICA
BRAZIL
CROATIA
MEXICO
COLOMBIA
ROMANIA
CHILE
ARGENTINA
GREECE
PORTUGAL
TURKEY
MALAYSIA
INDONESIA
IRELAND
PHILIPPINES
ISRAEL
NEW ZEALAND
SPAIN
AUSTRIA
CANADA
ITALY
U.S.A.
POLAND
SWITZERLAND
AUSTRALIA
NORWAY
SWEDEN
HONG KONG
U.A.E.
GERMANY
BELGIUM
U.K.
TAIWAN
BULGARIA
FRANCE
HUNGARY
THAILAND
KENYA
CZECHIA
DENMARK
SAUDI ARABIA
MOROCCO
NETHERLANDS
VIETNAM
INDIA
SINGAPORE
WORLDWIDE
GHANA
NIGERIA
EGYPT
JAPAN
SOUTH KOREA
RUSSIA
CHINA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SEARCH ENGINES EACH MONTH
USE OF SEARCH ENGINES JAN
2024

91. 91
84.0%
81.2% 80.2% 79.6%
78.0%
81.2% 80.7% 80.4% 80.0%
78.1%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE SEARCH ENGINES EACH MONTH
USE OF SEARCH ENGINES JAN
2024

92. 92
0.51% 0.21% 0.16% 0.07% 0.33%
-12.1% (-7 BPS) +10.5% (+2 BP) +14.3% (+2 BP) -53.3% (-8 BPS) -8.3% (-3 BPS)
91.62% 3.37% 1.65% 1.12% 0.96%
-1.0% (-96 BPS) +11.2% (+34 BPS) +65.0% (+65 BPS) -9.7% (-12 BPS) +31.5% (+23 BPS) DUCKDUCKGO NAVER C nnCCnnC SOGOU OTHERS
GOOGLE BING YANDEX YAHOO! BAIDU
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM
SEARCH ENGINES IN DECEMBER 2023 . PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.GLOBAL OVERVIEW PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE
SHARE OF SEARCH ENGINE REFERRALS JAN
2024

93. 93
89.4% 89.4%
91.1%
92.6% 91.8% 92.3% 92.7% 91.4% 91.9% 92.6% 91.6%
0% +1.9% +1.6% -0.8% +0.5% +0.5% -1.4% +0.6% +0.7% -1.0%
DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO GOOGLE’S CHROME BROWSER COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB
BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). GLOBAL OVERVIEW WEB TRAFFIC REFERRED BY GOOGLE AS A PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES (ANY DEVICE)
GOOGLE’S SHARE OF SEARCH REFERRALS (YOY) JAN
2024

94. 94
01GOOGLE 100 -5% -13%
02YOU 79 0% +8%
03YOUTUBE 76 0% -28%
04WEATHER 68 -25% -7%
05FACEBOOK 62 -15% -62%
06TRANSLATE 50 -4% +77%
07WHATSAPP 49 0% +175%
08AMAZON 40 -9% -5%
09INSTAGRAM 39 0% +24%
10NEWS 36 -16% -30%
11WEB WHATSAPP 33 +8% +550%
12TIEMPO 30 +15% +114%
13GMAIL 26 -9% -17%
14ПОГОДА 23 +25% +11%
15TRADUCTOR 22 -11% +33%
16AS 22 -11% +14%
17METEO 22 -17% -17%
18TWITTER 22 -18% 0%
19CRICBUZZ 20 +40% 0%
20GOOGLE TRANSLATE 20 -11% +33%#SEARCH QUERY INDEX ▲1 YEAR ▲5 YEAR #SEARCH QUERY INDEX ▲1 YEAR ▲5 YEAR
SOURCE: GOOGLE TRENDS. RANKING BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2023 AND 31 DECEMBER 2023. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES ARE AS
PUBLISHED BY GOOGLE TRENDS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH
VOLUME OF THE TOP QUERY. FIGURES IN THE “▲ 1 YEAR” AND “▲ 5 YEAR “ COLUMNS SHOW THE RELATIVE CHANGE IN INDEXED SEARCH VOLUME FOR EACH QUERY OVER TIME. ADVISORY: GOOGLE TRENDS
USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME SEARCH QUERY AND QUERY TIME PERIOD.GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2023 AND 31 DECEMBER 2023TOP GOOGLE SEARCHES JAN
2024

95. 95
24.1%
22.0%
22.6% 22.5%
21.7%
19.3%
20.1% 20.0%
19.6%
-8.7% +2.7% -0.4% -3.6% [N/A] +4.1% -0.5% -2.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION JAN
2024 CHANGE IN METHODOLOGY

96. 96
25.7% 25.5%
24.3%
22.9%
22.9%
22.8%
22.1%
22.1%
20.8%
19.8%
19.6%
19.3%
19.0%
18.0%
17.7%
17.0%
16.9%
16.2%
15.6%
15.6%
15.5%
13.6%
13.5%
13.2%
12.6%
12.5%
12.2%
12.1%
11.8%
11.8%
11.7%
11.4%
10.9%
10.8%
10.5%
10.5%
10.2%
9.6%
9.5%
9.2%
9.1%
9.0%
8.8%
8.4%
8.2%
7.7%
7.6%
7.3%
7.3%
6.8%
6.2%
5.4%
4.8%
3.4%
INDIA U.S.A.
CHINA
BRAZIL
MEXICO
ITALY
SPAIN
U.K.
U.A.E.
TURKEY
WORLDWIDE
IRELAND
CANADA
GERMANY
AUSTRALIA
HONG KONG
VIETNAM
NEW ZEALAND SOUTH AFRICA
TAIWAN
THAILAND
SAUDI ARABIA
COLOMBIA
FRANCE
SINGAPORE
MALAYSIA
RUSSIA
CHILE
MOROCCO
PORTUGAL
AUSTRIA
INDONESIA
ISRAEL
PHILIPPINES
GHANA
SWITZERLAND
SWEDEN
DENMARK
NORWAY
EGYPT
ROMANIA
POLAND
KENYA
NIGERIA
NETHERLANDS
BELGIUM
ARGENTINA
BULGARIA
JAPAN
GREECE
CZECHIA
SOUTH KOREA
CROATIA
HUNGARY
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION JAN
2024 DATAREPORTAL

97. 97
19.4%
20.5%
20.9%
18.3%
15.6%
21.0%
20.5% 20.5%
18.4%
15.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION JAN
2024

98. 98
29.5% 29.3% 29.1%
28.3% 28.4%
26.1% 26.5% 26.7% 26.8%
-0.7% -0.7% -2.7% +0.4% [N/A] +1.5% +0.8% +0.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW 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 JAN
2024 CHANGE IN METHODOLOGY

99. 99
47.7% 47.6%
47.4%
46.6%
41.3%
41.0%
33.9%
33.6%
32.3%
31.7%
31.5%
30.2%
30.0%
29.8%
29.6%
28.9%
28.4%
28.1%
27.8%
27.3%
27.2%
26.8%
26.7%
26.5%
23.8%
23.0%
22.4%
22.4%
22.3%
21.9%
21.4%
20.7%
20.2%
19.7%
19.6%
19.4%
18.9%
18.6%
18.4%
17.8%
17.6%
17.3%
15.6%
15.1%
15.1%
12.9%
12.8%
12.8%
12.8%
12.6%
11.5%
11.0%
10.9%
10.6%
MEXICO
BRAZIL
COLOMBIA
CHILE
INDONESIA
ARGENTINA
PORTUGAL
INDIA
PHILIPPINES
TAIWAN
THAILAND
VIETNAM
MALAYSIA
SOUTH AFRICA
U.A.E.
ISRAEL
GREECE
EGYPT
ITALY
SAUDI ARABIA
TURKEY
WORLDWIDE
ROMANIA
SPAIN
HUNGARY
U.S.A.
BULGARIA
CHINA
HONG KONG
CZECHIA
GHANA
KENYA
IRELAND
CANADA
POLAND
SOUTH KOREA
SWEDEN
SINGAPORE
AUSTRALIA
CROATIA
NEW ZEALAND
U.K.
DENMARK
MOROCCO
NORWAY
GERMANY
AUSTRIA
NETHERLANDS
SWITZERLAND
RUSSIA
JAPAN
BELGIUM
FRANCE
NIGERIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW 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 JAN
2024

100. 100
32.9%
28.8%
27.5%
24.8%
19.8%
28.7%
26.8% 26.5%
24.5%
19.5%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW 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 JAN
2024

101. 101
46.6% 46.4%
44.3% 44.6%
46.0% 46.3%
47.6%
49.0%
-0.4% -4.5% +0.7% [N/A] +0.7% +2.8% +2.9%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q4 2021 TO Q3 2023 ). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES JAN
2024
CHANGE IN METHODOLOGY

102. 102
64.8%
60.8%
58.6%
58.5%
57.1%
56.3%
56.0%
54.4%
54.1%
53.6%
52.6%
51.9%
50.0%
49.4%
49.0%
48.5%
48.5%
48.4%
48.0%
47.9%
47.5%
46.9%
46.0%
44.1%
43.8%
43.7%
42.3%
42.1%
41.7%
41.4%
40.8%
39.1%
38.6%
37.7%
37.6%
37.5%
37.5%
36.5%
36.5%
35.9%
35.8%
35.3%
35.3%
34.3%
33.0%
32.5%
32.0%
30.7%
28.7%
28.6%
28.4%
24.4%
22.9%
13.9%
CHINA
SWITZERLAND
HONG KONG
MALAYSIA
BRAZIL
THAILAND
TAIWAN
ARGENTINA
SWEDEN
CHILE
COLOMBIA
JAPAN
BELGIUM
INDIA
WORLDWIDE
MEXICO
SINGAPORE
AUSTRIA
PORTUGAL
ITALY
CROATIA
VIETNAM
SPAIN
GERMANY
INDONESIA
DENMARK
CZECHIA
ISRAEL
NETHERLANDS
MOROCCO
PHILIPPINES
GREECE
IRELAND
U.A.E.
RUSSIA
ROMANIA
TURKEY
HUNGARY
U.S.A.
NORWAY
SOUTH AFRICA
FRANCE
U.K.
SOUTH KOREA
AUSTRALIA
CANADA
BULGARIA
KENYA
NEW ZEALAND
POLAND
SAUDI ARABIA
EGYPT
NIGERIA
GHANA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES JAN
2024 DATAREPORTAL

103. 103
48.2%
49.9%
51.4%
50.1%
40.3%
47.0%
49.0%
52.0% 51.6%
46.0%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES JAN
2024

104. 104
31.9%
30.6%
30.0% 29.5%
28.9%
27.5%
28.1% 28.5% 28.1%
-4.1% -2.0% -1.7% -2.0% [N/A] +2.2% +1.4% -1.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS JAN
2024 CHANGE IN METHODOLOGY

105. 105
50.2%
47.4%
47.3%
46.6%
46.3%
46.1%
45.5%
44.7%
43.8%
43.6%
43.3%
42.9%
42.9%
42.9%
41.5%
40.8%
40.7%
39.3%
38.3%
37.5%
37.4%
37.3%
37.3%
36.3%
34.2%
34.0%
33.7%
32.7%
32.0%
31.5%
30.8%
30.6%
30.4%
30.0%
29.6%
29.6%
29.4%
29.2%
28.1%
28.1%
27.9%
27.8%
25.5%
23.1%
22.7%
19.4%
19.1%
18.8%
18.3%
17.1%
16.1%
14.4%
12.2%
8.7%
COLOMBIA INDONESIA
MEXICO
CHILE
ARGENTINA
SWITZERLAND
BRAZIL
SPAIN
U.A.E.
ISRAEL
POLAND
PORTUGAL
TAIWAN
THAILAND
HUNGARY
MALAYSIA
CROATIA
CZECHIA
SAUDI ARABIA
GREECE
BELGIUM
BULGARIA
HONG KONG
AUSTRIA
ROMANIA
TURKEY
SWEDEN
EGYPT
GERMANY
NORWAY
INDIA
MOROCCO
SOUTH AFRICA
ITALY
FRANCE
IRELAND
VIETNAM
SINGAPORE
WORLDWIDE
DENMARK
NETHERLANDS
PHILIPPINES
CANADA
RUSSIA
KENYA
U.S.A.
CHINA
NEW ZEALAND
U.K.
SOUTH KOREA
AUSTRALIA
NIGERIA
JAPAN
GHANA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS JAN
2024

106. 106
35.1%
28.5%
25.6%
23.3%
19.8%
32.8%
29.6%
28.6%
25.8%
22.4%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS JAN
2024

107. 107
11POLISH 1.6% 0.5%
12PERSIAN 1.5% 1.0%
13CHINESE 1.3% 18.8%
14VIETNAMESE 1.2% 1.1%
15INDONESIAN 1.1% 2.5%
16CZECH 0.9% 0.2%
17KOREAN 0.8% 1.0%
18UKRAINIAN 0.6% 0.4%
19ARABIC 0.6% 5.2%
20GREEK 0.5% 0.2%
01ENGLISH 52.1% 18.0%
02SPANISH 5.5% 6.9%
03GERMAN 4.8% 1.6%
04RUSSIAN 4.5% 3.2%
05JAPANESE 4.3% 1.5%
06FRENCH 4.3% 3.8%
07PORTUGUESE 3.1% 3.3%
08ITALIAN 2.3% 0.8%
09 TURKISH 2.1% 1.1%
10DUTCH, FLEMISH 1.8% 0.3%#LANGUAGE
SHARE OF
WEBSITES
SHARE OF
POPULATION
#LANGUAGE
SHARE OF
WEBSITES
SHARE OF
POPULATION SOURCES: W3TECHS; ETHNOLOGUE; U.N; KEPIOS ANALYSIS. NOTES: WEBSITE LANGUAGES AS DEFINED BY W3TECHS. LANGUAGES INCLUDE SUB-LANGUAGES (E.G. “CHINESE” INCLUDES MANDARIN,
YUE, ETC.). FIGURES IN THE “SHARE OF WEBSITES” COLUMN ARE BASED ON W3TECH’S ANALYSIS OF TRAFFIC FOR THE TOP 10 MILLION WEBSITES, AS RANKED BY ALEXA INTERNET. FIGURES IN THE “SHARE OF
POPULATION” COLUMN COMPARE THE TOTAL NUMBER OF FIRST-AND SECOND-LANGUAGE SPEAKERS OF EACH LANGUAGE (INCLUDING SUB-LANGUAGES) TO THE TOTAL GLOBAL POPULATION. GLOBAL OVERVIEW SHARE OF WEB PAGES THAT FEATURE CONTENT IN EACH LANGUAGE, COMPARED WITH SHARE OF GLOBAL POPULATION THAT SPEAKS EACH LANGUAGE
MOST COMMON LANGUAGES FOR WEB CONTENT JAN
2024

108. 108
11PATHAAN (FILM) 20,610,000 1,810
12PREMIER LEAGUE 19,870,000 707
13BARBIE (FILM) 19,760,000 3,503
14CRISTIANO RONALDO 19,030,000 664
15MATTHEW PERRY 17,860,000 1,346
16LIONEL MESSI 17,600,000 946
17UNITED STATES 17,280,000 2,932
18ANIMAL (2023 FILM) 16,990,000 1,685
19ELON MUSK 15,920,000 969
20INDIA 15,080,000 627
01CHATGPT 52,460,000 1,574
02DEATHS IN 2023 48,550,000 24,397
032023 CRICKET WORLD CUP 38,710,000 2,089
04INDIAN PREMIER LEAGUE 32,400,000 857
05OPPENHEIMER (FILM) 31,260,000 3,763
06J. ROBERT OPPENHEIMER 28,200,000 900
07CRICKET WORLD CUP 25,900,000 611
08JAWAN (FILM) 23,080,000 1,855
09TAYLOR SWIFT 22,030,000 1,575
10THE LAST OF US (TV SERIES) 21,000,000 1,508#PAGE VIEWS EDITS #PAGE VIEWS EDITS
SOURCE: WMCLOUD. NOTES: VIEWS REPRESENT TOTAL (CUMULATIVE) PAGE VIEWS BETWEEN JANUARY AND DECEMBER 2023. VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000; FIGURES FOR
EDITS ARE SHOWN AS IS. AS PER GUIDANCE FROM THE WIKIMEDIA FOUNDATION, THIS RANKING EXCLUDES PAGES WITH HIGH VOLUMES OF SUSPECTED AUTOMATED TRAFFIC (I.E. WHERE MOBILE PAGE VIEWS
ACCOUNT FOR LESS THAN 5% OR MORE THAN 95% OF TOTAL PAGE VIEWS).GLOBAL OVERVIEW
WIKIPEDIA PAGES WITH THE GREATEST NUMBER OF PAGE VIEWS BETWEEN JANUARY AND DECEMBER 2023
MOST VIEWED WIKIPEDIA PAGES IN 2023 JAN
2024

109. 109
25.6% 25.2% 24.9% 23.8% 23.2%
YOY: -5.5% (-150 BPS) YOY: -4.5% (-120 BPS) YOY: -6.7% (-180 BPS) YOY: -6.7% (-170 BPS) YOY: -11.5% (-300 BPS)
92.0% 49.7% 35.3% 27.7% 25.7%
YOY: -0.9% (-80 BPS) YOY: -0.6% (-30 BPS) YOY: -1.4% (-50 BPS) YOY: -6.7% (-200 BPS) YOY: -10.5% (-300 BPS) EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
SPORTS CLIP OR
HIGHLIGHTS VIDEO
INFLUENCER
VIDEOS AND VLOGS
GAMING
VIDEO
ANY KIND
OF VIDEO
MUSIC
VIDEO
COMEDY, MEME,
OR VIRAL VIDEO
VIDEO
LIVESTREAM
TUTORIAL OR
HOW-TO VIDEO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: “YOY” FIGURES REPRESENT YEAR-ON-YEAR CHANGE.
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. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK
WATCHING ONLINE VIDEO CONTENT JAN
2024

110. 110
91.9% 91.4% 92.6% 92.7% 92.8% 91.8% 92.0% 92.3% 92.0%
-0.5% +1.3% +0.1% +0.1% -1.1% +0.2% +0.3% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH ANY KIND OF ONLINE VIDEO EACH WEEK
WATCHING ONLINE VIDEO CONTENT (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

111. 111
97.2% 97.0%
97.0%
96.9%
96.6%
96.4%
96.3%
96.2%
96.2%
96.2%
95.8%
95.3%
95.3%
95.2%
94.9%
94.7%
94.5%
94.1%
93.8%
93.7%
93.2%
93.0%
92.9%
92.9%
92.7%
92.0%
92.0%
91.7%
91.5%
91.5%
91.3%
90.9%
90.7%
90.6%
89.9%
89.9%
89.7%
89.2%
89.2%
87.9%
87.8%
87.6%
87.5%
86.3%
86.1%
85.2%
85.1%
85.0%
84.9%
84.7%
84.2%
83.7%
83.5%
75.4%
PHILIPPINES
MEXICO
SOUTH AFRICA
INDONESIA
GHANA
BRAZIL
COLOMBIA
MOROCCO
TURKEY
U.A.E.
CHILE
ARGENTINA
MALAYSIA
CROATIA
SAUDI ARABIA
TAIWAN
KENYA
PORTUGAL
HONG KONG
THAILAND
CHINA
VIETNAM
GREECE
SPAIN
INDIA
WORLDWIDE
ROMANIA
BULGARIA
ITALY
NIGERIA
SINGAPORE
IRELAND
NEW ZEALAND
ISRAEL
NORWAY
U.S.A.
SWEDEN
CANADA
POLAND
AUSTRIA
SWITZERLAND
HUNGARY
AUSTRALIA
DENMARK
EGYPT
GERMANY
RUSSIA
FRANCE
SOUTH KOREA
U.K.
CZECHIA
NETHERLANDS
BELGIUM
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH ANY KIND OF ONLINE VIDEO EACH WEEK
WATCHING ONLINE VIDEO CONTENT JAN
2024

112. 112
94.4% 93.5% 92.7%
89.6%
85.6%
93.1% 93.8% 93.2%
90.7%
85.4%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO WATCH ANY KIND OF ONLINE VIDEO EACH WEEK
WATCHING ONLINE VIDEO CONTENT JAN
2024

113. 113
01YOUTUBE GOOGLE
02TIKTOK BYTEDANCE
03HOTSTAR DISNEY
04 NETFLIX NETFLIX
05MX PLAYER MX PLAYER
06KWAI KUAISHOU
07JIOCINEMA RELIANCE INDUSTRIES
08SNACK VIDEO KUAISHOU
09VLC MEDIA PLAYER VIDEOLAN
10PLAYIT PLAYIT
01YOUTUBE GOOGLE
02TIKTOK BYTEDANCE
03NETFLIX NETFLIX
04HOTSTAR DISNEY
05MX PLAYER MX PLAYER
06AMAZON PRIME VIDEO AMAZON
07JIOCINEMA RELIANCE INDUSTRIES
08GOOGLE PLAY MOVIES AND TV GOOGLE
09MI VIDEO - VIDEO PLAYER MI VIDEO
10DISNEY+ DISNEY# APP NAME COMPANY # APP NAME COMPANY
TOP VIDEO ENTERTAINMENT APPS BY TOTAL TIME SPENTTOP VIDEO ENTERTAINMENT APPS BY MONTHLY ACTIVE USERS
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI. NOTES: RANKINGS REFLECT USER ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023, BASED ON APPS WITH A PRIMARY OR SECONDARY DATA.AI APP
IQ CATEGORISATION OF “VIDEO SHARING”, “SHORT VIDEOS”, “OTT”, “MEDIA PLAYER”, OR “LIVE STREAMING” WITHIN THE “ENTERTAINMENT” CATEGORY. ONLY INCLUDES MOBILE APPS FOR WHICH STREAMING
VIDEO CONTENT IS A PRIMARY FOCUS ; EXCLUDES COMMUNICATION AND SOCIAL NETWORKING APPS. ACTIVE USER RANKING REFLECTS WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES,
EXCLUDING CHINA. RANKING BY TOTAL TIME REFLECTS ACTIVITY ON ANDROID PHONES ONLY. DOES NOT INCLUDE USERS ACCESSING SERVICES VIA DEVICES OTHER THAN MOBILE PHONES.GLOBAL OVERVIEWGLOBAL OVERVIEW
RANKINGS OF THE MOST USED VIDEO-CENTRIC ENTERTAINMENT APPS ON MOBILE PHONES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023VIDEO ENTERTAINMENT: TOP MOBILE APPS JAN
2024

114. 114
96.5%84.9%91.7%21.3%3.5%
+1.0% (+100 BPS) -2.5% (-220 BPS) +0.9% (+80 BPS) -10.1% (-240 BPS) -22.2% (-100 BPS) WATCH ANY KIND OF TV
CONTENT VIA ANY MEANS
OF CONTENT DELIVERY
WATCH LIVE OR ?LINEAR?
TV PROGRAMMING (E.G.
BROADCAST OR CABLE TV)
WATCH TV CONTENT VIA AN
ON-DEMAND SERVICE (E.G.
A STREAMING PLATFORM)
WATCH TV CONTENT
SAVED TO A RECORDING
DEVICE (E.G. A DVR)
DO NOT WATCH
ANY KIND OF
TV CONTENT
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: YEAR-ON-YEAR CHANGE VALUES REPRESENT THE RELATIVE
CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). COMPARABILITY: METHODOLOGY
CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV VIA EACH MEANS OF CONTENT DELIVERY EACH MONTH
HOW INTERNET USERS WATCH TV JAN
2024

115. 115
02:59
03:03
02:53
03:04
03:01
03:09
03:19
03:24
03:20 03:23
03:06
+2.7% -5.5% +6.2% -1.8% +4.5% +5.5% +2.4% -2.0% +1.6% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2013 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT COMBINED DAILY TIME FOR ALL
FORMS OF TV CONTENT DELIVERY, INCLUDING: BROADCAST TERRESTRIAL TV, CABLE TV, STREAMING AND VIDEO-ON-DEMAND, AND TV CONTENT SAVED TO A RECORDING DEVICE (E.G. DVR). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND WATCHING ANY KIND OF TV CONTENT
DAILY TIME SPENT WATCHING TELEVISION (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

116. 116
03:20
03:14
03:25 03:25 03:23
03:12
03:22
03:12
03:06
-2.9% +5.4% +0.03% -0.8% [N/A] +5.1% -4.7% -3.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT COMBINED DAILY TIME FOR ALL
FORMS OF TV CONTENT DELIVERY, INCLUDING: BROADCAST TERRESTRIAL TV, CABLE TV, STREAMING AND VIDEO-ON-DEMAND, AND TV CONTENT SAVED TO A RECORDING DEVICE (E.G. DVR). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND WATCHING ANY KIND OF TV CONTENT
DAILY TIME SPENT WATCHING TELEVISION (QOQ) JAN
2024 CHANGE IN METHODOLOGY

117. 117
04:39
04:05
04:04
03:54
03:43
03:42
03:34
03:33
03:28
03:27
03:25
03:24
03:24
03:23
03:23
03:23
03:20
03:17
03:17
03:16
03:15
03:13
03:13
03:11
03:11
03:11
03:10
03:10
03:09
03:08
03:07
03:06
03:06
03:06
03:03
02:57
02:56
02:54
02:53
02:53
02:51
02:43
02:41
02:41
02:40
02:36
02:32
02:31
02:21
02:19
U.S.A.
SOUTH AFRICA
BRAZIL
U.K.
CHILE
BULGARIA
NORWAY
MEXICO
TURKEY
COLOMBIA
ARGENTINA
ROMANIA
SAUDI ARABIA
FRANCE
GERMANY
THAILAND
EGYPT
AUSTRALIA
CANADA
CROATIA
DENMARK
NETHERLANDS
NEW ZEALAND
IRELAND
SPAIN
U.A.E.
PHILIPPINES
POLAND
CZECHIA
RUSSIA
GREECE
WORLDWIDE
ISRAEL
ITALY
SWEDEN
HUNGARY
BELGIUM
INDIA
AUSTRIA
PORTUGAL
MALAYSIA
SWITZERLAND
INDONESIA
SOUTH KOREA
SINGAPORE
CHINA
HONG KONG
TAIWAN
VIETNAM
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT COMBINED DAILY TIME FOR ALL FORMS
OF TV CONTENT DELIVERY, INCLUDING: BROADCAST TERRESTRIAL TV, CABLE TV, STREAMING AND VIDEO-ON-DEMAND, AND TV CONTENT SAVED TO A RECORDING DEVICE (E.G. DVR). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND WATCHING ANY KIND OF TV CONTENT
DAILY TIME SPENT WATCHING TELEVISION JAN
2024

118. 118
02:46
03:21
03:17
03:39 03:39
02:25
02:55
03:07
03:12
03:1816 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT COMBINED DAILY TIME FOR ALL FORMS
OF TV CONTENT DELIVERY, INCLUDING: BROADCAST TERRESTRIAL TV, CABLE TV, STREAMING AND VIDEO-ON-DEMAND, AND TV CONTENT SAVED TO A RECORDING DEVICE (E.G. DVR). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND WATCHING ANY KIND OF TV CONTENT
DAILY TIME SPENT WATCHING TELEVISION JAN
2024

119. 119
93.5% 92.2% 91.0% 90.0% 90.9% 90.1% 91.3% 91.8% 91.7%
-1.4% -1.3% -1.1% +1.0% [N/A] +1.3% +0.5% -0.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET JAN
2024 CHANGE IN METHODOLOGY

120. 120
98.0% 97.0%
96.9%
96.8%
96.7%
96.7%
96.6%
96.2%
96.1%
96.0%
95.8%
95.8%
95.6%
95.6%
95.2%
95.0%
94.3%
94.3%
94.2%
93.8%
93.3%
93.0%
93.0%
92.8%
92.4%
91.8%
91.7%
91.7%
91.6%
91.2%
91.0%
90.2%
89.2%
89.1%
89.0%
88.4%
88.2%
87.8%
87.7%
86.8%
86.0%
85.9%
85.7%
85.7%
84.9%
84.9%
83.8%
83.2%
78.9%
76.1%
SOUTH AFRICA
CHILE
MEXICO
TURKEY
BRAZIL
GREECE
PHILIPPINES
NEW ZEALAND
SAUDI ARABIA
INDIA
ARGENTINA
SWEDEN
INDONESIA
VIETNAM
COLOMBIA
IRELAND
THAILAND
U.S.A.
DENMARK
U.K.
U.A.E.
AUSTRALIA
MALAYSIA
SPAIN
HONG KONG
TAIWAN
WORLDWIDE
NORWAY
CANADA
SINGAPORE
ITALY
ISRAEL
FRANCE
POLAND
CHINA
NETHERLANDS
AUSTRIA
GERMANY
ROMANIA
HUNGARY
BELGIUM
CROATIA
BULGARIA
SWITZERLAND
CZECHIA
SOUTH KOREA
EGYPT
PORTUGAL
JAPAN
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET JAN
2024

121. 121
95.1% 94.3%
91.5%
88.4%
83.5%
95.1% 94.2%
92.5%
88.3%
83.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET JAN
2024

122. 122
25.5%
28.3%
29.5%
31.7%
36.5%
39.0%
41.1%
42.2%
44.1%
45.4%
44.2%
+11.1% +4.2% +7.3% +15.1% +6.9% +5.3% +2.6% +4.6% +3.0% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2013 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE IN STREAMING’S SHARE OF TOTAL TV TIME (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

123. 123
BROADCAST: 55.9%
BROADCAST: 56.2%
BROADCAST: 55.9%
BROADCAST: 55.0%
BROADCAST: 54.6%
BROADCAST: 56.0%
BROADCAST: 55.7%
BROADCAST: 55.9%
BROADCAST: 55.8%
STREAMING: 44.1%
STREAMING: 43.8%
STREAMING: 44.1%
STREAMING: 45.0%
STREAMING: 45.4%
STREAMING: 44.0%
STREAMING: 44.3%
STREAMING: 44.1%
STREAMING: 44.2%
-0.6% +0.6% +2.0% +1.0% [N/A] +0.8% -0.6% +0.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE IN STREAMING’S SHARE OF TOTAL TV TIME (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME (QOQ) JAN
2024 CHANGE IN METHODOLOGY

124. 124
54.7% 54.1%
53.2%
50.7%
50.5%
50.4%
49.9%
49.5%
48.2%
47.9%
45.1%
44.2%
43.8%
42.2%
42.2%
42.0%
41.5%
40.5%
40.1%
40.0%
39.8%
39.8%
39.7%
39.2%
39.1%
39.1%
38.4%
38.1%
37.1%
36.9%
36.6%
36.4%
36.3%
36.2%
34.9%
34.6%
34.5%
34.3%
33.6%
33.1%
33.1%
32.7%
32.6%
31.9%
31.2%
31.1%
30.1%
27.5%
26.7%
16.8%
SAUDI ARABIA
CHINA
U.A.E.
VIETNAM
SINGAPORE
INDIA
PHILIPPINES
THAILAND
EGYPT
TAIWAN
MALAYSIA
WORLDWIDE
NORWAY
DENMARK
NEW ZEALAND SOUTH AFRICA
HONG KONG
INDONESIA
TURKEY
BRAZIL
MEXICO
SPAIN
CHILE
U.S.A.
CANADA
ISRAEL
COLOMBIA
AUSTRALIA
ARGENTINA
IRELAND
AUSTRIA
GERMANY
GREECE
U.K.
NETHERLANDS
ITALY
SWITZERLAND
CROATIA
SWEDEN
POLAND
RUSSIA
PORTUGAL
CZECHIA
HUNGARY
ROMANIA
BULGARIA
SOUTH KOREA
FRANCE
BELGIUM
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME JAN
2024 DATAREPORTAL

125. 125
50.8%
46.1%
43.2%
39.5%
30.8%
52.5%
49.0%
45.5%
40.5%
34.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME JAN
2024

126. 126
31.8% 31.4% 31.7%
32.3%
31.7%
29.9%
31.8% 31.4%
30.1%
-1.3% +1.0% +1.9% -1.9% [N/A] +6.4% -1.3% -4.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR A TV OR MOVIE STREAMING SERVICE EACH MONTH
PAYING FOR TV AND MOVIE STREAMING SERVICES JAN
2024 CHANGE IN METHODOLOGY

127. 127
51.4%
48.6%
48.5%
47.0%
46.8%
46.1%
45.6%
45.3%
45.0%
44.9%
44.9%
44.5%
42.6%
40.9%
40.8%
40.3%
40.2%
39.8%
39.5%
38.5%
35.8%
35.1%
33.2%
32.7%
31.1%
31.1%
30.8%
30.4%
30.1%
29.7%
28.8%
28.7%
27.8%
27.8%
27.1%
27.0%
26.3%
26.2%
24.7%
23.7%
23.0%
22.3%
21.9%
21.9%
21.7%
21.6%
20.8%
18.7%
18.4%
17.4%
15.4%
11.8%
10.7%
5.0%
NORWAY
MEXICO
BRAZIL
SWEDEN
ARGENTINA
AUSTRALIA
U.S.A.
DENMARK
CHILE
IRELAND
NETHERLANDS
GERMANY
SPAIN
U.K.
SOUTH AFRICA
ITALY
NEW ZEALAND
ROMANIA
CANADA
AUSTRIA
COLOMBIA
FRANCE
U.A.E.
INDIA
SWITZERLAND
TURKEY
INDONESIA
BELGIUM
WORLDWIDE
POLAND
MALAYSIA
PORTUGAL
PHILIPPINES
SINGAPORE
SOUTH KOREA
SAUDI ARABIA
HUNGARY
GREECE
HONG KONG
THAILAND
ISRAEL
NIGERIA
CHINA
CROATIA
VIETNAM
CZECHIA
KENYA
JAPAN
EGYPT
TAIWAN
GHANA
MOROCCO
BULGARIA
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR A TV OR MOVIE STREAMING SERVICE EACH MONTH
PAYING FOR TV AND MOVIE STREAMING SERVICES JAN
2024

128. 128
27.9%
33.8%
31.6%
30.0%
26.7%26.4%
30.9%
32.2%
30.8%
27.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO PAY FOR A TV OR MOVIE STREAMING SERVICE EACH MONTH
PAYING FOR TV AND MOVIE STREAMING SERVICES JAN
2024

129. 129 01
02
03
04
05
06
07
08
09
10
LUTHER: THE FALLEN SUN 100 MOANA 100 CULPA MÍA 100 ELVIS 100
EXTRACTION 2 100 ENCANTO 70 SAMARITAN 42 BLACK ADAM 100
THE MOTHER 100 ELEMENTAL 57
OPERATION FORTUNE:
RUSE DE GUERRE
39 DON’T WORRY DARLING 93
HEART OF STONE 92 TURNING RED 51 DIE HART THE MOVIE 38 THE BATMAN 81
LEO 86 COCO 47 GUY RITCHIE’S THE COVENANT36 MAGIC MIKE’S LAST DANCE 74
LEAVE THE WORLD BEHIND 85 AVATAR: THE WAY OF WATER 47 AIR 34 KIMI 66
F9 84
BLACK PANTHER:
WAKANDA FOREVER
37 THE TOMORROW WAR 33 SHAZAM! FURY OF THE GODS 57
MURDER MYSTERY 2 82 THE LITTLE MERMAID 32 RED, WHITE & ROYAL BLUE 32 THE FLASH 55
GLASS ONION:
A KNIVES OUT MYSTERY
79 FROZEN 29
TOM CLANCY’S
WITHOUT REMORSE
29 DUNE 51
NOWHERE 76 AVATAR 27 CREED III 27 FATHER OF THE BRIDE 47NETFLIX INDEX AMAZON PRIME INDEXDISNEY+ INDEX HBO INDEX#
SOURCE: FLIXPATROL. SEE FLIXPATROL.COM . NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. RANKINGS BASED ON FLIXPATROL’S ANALYSIS OF WORLDWIDE VIEWING
ACTIVITY FOR FULL-YEAR 2023. “INDEX” VALUES COMPARE THE FLIXPATROL “POINTS” VALUE FOR EACH TITLE TO THE FLIXPATROL “POINTS” VALUE OF THE TOP-RANKED TITLE IN EACH PLATFORM’S RANKING.GLOBAL OVERVIEWGLOBAL OVERVIEW
FLIXPATROL’S RANKING OF THE MOST POPULAR MOVIES ON SELECTED STREAMING PLATFORMS FOR FULL-YEAR 2023TOP MOVIES BY STREAMING PLATFORM JAN
2024

130. 130 01
02
03
04
05
06
07
08
09
10
THE NIGHT AGENT 100 BLUEY 100 TOM CLANCY’S JACK RYAN 100 THE LAST OF US 100
WEDNESDAY 77 GREY’S ANATOMY 90
THE LORD OF THE RINGS:
THE RINGS OF POWER
93 SUCCESSION 57
THE WITCHER 75 MODERN FAMILY 80 REACHER 92 AND JUST LIKE THAT… 55
ONE PIECE 73 THE SIMPSONS 74 THE SUMMER I TURNED PRETTY79 HOUSE OF THE DRAGON 47
GINNY & GEORGIA 70 FAMILY GUY 61 THE WHEEL OF TIME 73 RICK AND MORTY 45
THE GLORY 64 MALCOLM IN THE MIDDLE 46 CITADEL 64 GAME OF THRONES 37
LUPIN 62 HOW I MET YOUR MOTHER 40 THE BOYS 62 THE GILDED AGE 34
YOU 61 THE MANDALORIAN 38 GEN V 56 THE IDOL 32
KING THE LAND 60 CRIMINAL MINDS 34 YO SOY BETTY LA FEA 42 FROM 30
QUEEN CHARLOTTE:
A BRIDGERTON STORY
59 GRAVITY FALLS 30 CARNIVAL ROW 37 30 COINS 28NETFLIX INDEX AMAZON PRIME INDEXDISNEY+ INDEX HBO INDEX#
SOURCE: FLIXPATROL. SEE FLIXPATROL.COM . NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. RANKINGS BASED ON FLIXPATROL’S ANALYSIS OF WORLDWIDE VIEWING
ACTIVITY FOR FULL-YEAR 2023. “INDEX” VALUES COMPARE THE FLIXPATROL “POINTS” VALUE FOR EACH TITLE TO THE FLIXPATROL “POINTS” VALUE OF THE TOP-RANKED TITLE IN EACH PLATFORM’S RANKING.GLOBAL OVERVIEWGLOBAL OVERVIEW
FLIXPATROL’S RANKING OF THE MOST POPULAR TV SHOWS ON SELECTED STREAMING PLATFORMS IN FOR FULL-YEAR 2023TOP TV SHOWS BY STREAMING PLATFORM JAN
2024

131. 131
01RED NOTICE 230,900,000
02DON’T LOOK UP 171,400,000
03THE ADAM PROJECT 157,600,000
04BIRD BOX 157,400,000
05THE GRAY MAN 139,300,000
06WE CAN BE HEROES 137,300,000
07THE MOTHER 136,400,000
08GLASS ONION: A KNIVES OUT MYSTERY 136,300,000
09EXTRACTION 135,700,000
10EXTRACTION 2 134,900,000
01WEDNESDAY: SEASON 1 252,100,000
02STRANGER THINGS 4 140,700,000
03DAHMER: MONSTER: THE JEFFREY DAHMER STORY 115,600,000
04BRIDGERTON: SEASON 1 113,300,000
05THE QUEEN’S GAMBIT: LIMITED SERIES 112,800,000
06THE NIGHT AGENT: SEASON 1 98,200,000
07STRANGER THINGS 3 94,800,000
08BRIDGERTON: SEASON 2 93,800,000
09THE WITCHER: SEASON 1 83,000,000
10QUEEN CHARLOTTE: A BRIDGERTON STORY 81,300,000#TV SHOW VIEWERS (FIRST 91 DAYS) #MOVIE VIEWERS (FIRST 91 DAYS)
MOST POPULAR MOVIES (ENGLISH-LANGUAGE CONTENT)MOST POPULAR TV SHOWS (ENGLISH-LANGUAGE CONTENT) SOURCE: NETFLIX. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. ONLY INCLUDES NETFLIX-BRANDED CONTENT. FIGURES REPRESENT THE TOTAL NUMBER OF VIEWS
WITHIN THE FIRST 91 DAYS AFTER EACH TITLE BECAME AVAILABLE ON NETFLIX. VIEW COUNTS AS PUBLISHED ON NETFLIX.COM AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEWGLOBAL OVERVIEW ENGLISH-LANGUAGE TITLES THAT ATTRACTED THE GREATEST NUMBER OF VIEWS IN THEIR FIRST 91 DAYS ON NETFLIX (ALL-TIME)
ALL-TIME NETFLIX CHARTS (ENGLISH) JAN
2024

132. 132
01SQUID GAME: SEASON 1 265,200,000
02MONEY HEIST: PART 4 106,000,000
03LUPIN: PART 1 99,500,000
04MONEY HEIST: PART 5 99,200,000
05MONEY HEIST: PART 3 80,000,000
06LUPIN: PART 2 68,400,000
07WHO KILLED SARA?: SEASON 1 58,400,000
08ALL OF US ARE DEAD: SEASON 1 55,500,000
09DEAR CHILD: LIMITED SERIES 50,900,000
10ELITE: SEASON 3 50,000,000
01TROLL 103,000,000
02NOWHERE 83,700,000
03THE PLATFORM 82,800,000
04THROUGH MY WINDOW 61,100,000
05AKA 60,900,000
06BLOOD RED SKY 60,900,000
07MY NAME IS VENDETTA 56,400,000
08BLACK CRAB 53,900,000
09ALL QUIET ON THE WESTERN FRONT 52,100,000
10BELOW ZERO 48,600,000#TV SHOW VIEWERS (FIRST 91 DAYS) #MOVIE VIEWERS (FIRST 91 DAYS)
MOST POPULAR MOVIES (NON-ENGLISH-LANGUAGE CONTENT)MOST POPULAR TV SHOWS (NON-ENGLISH-LANGUAGE CONTENT) SOURCE: NETFLIX. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. ONLY INCLUDES NETFLIX-BRANDED CONTENT. FIGURES REPRESENT THE TOTAL NUMBER OF VIEWS
WITHIN THE FIRST 91 DAYS AFTER EACH TITLE BECAME AVAILABLE ON NETFLIX. VIEW COUNTS AS PUBLISHED ON NETFLIX.COM AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEWGLOBAL OVERVIEW NON-ENGLISH-LANGUAGE TITLES THAT ATTRACTED THE GREATEST NUMBER OF VIEWS IN THEIR FIRST 91 DAYS ON NETFLIX (ALL-TIME)
ALL-TIME NETFLIX CHARTS (NON-ENGLISH) JAN
2024

133. 133
46.8% 46.4%
44.9% 44.4%
43.4%
40.7% 40.6% 40.8%
39.9%
-0.9% -3.2% -1.1% -2.3% [N/A] -0.2% +0.5% -2.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: VALUES REPRESENT INTERNET USERS WHO SAY
THAT THEY WATCH ANY ONE OF THE FOLLOWING KINDS OF ONLINE CONTENT EACH WEEK: HOW-TO VIDEOS,TUTORIAL VIDEOS, OR EDUCATIONS VIDEOS. PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING JAN
2024 CHANGE IN METHODOLOGY

134. 134
60.8%
58.3%
58.2%
56.7%
54.3%
52.4%
52.0%
50.6%
50.4%
50.1%
50.0%
48.0%
47.6%
46.0%
46.0%
44.1%
43.0%
42.9%
42.1%
41.8%
41.4%
40.9%
40.8%
40.4%
40.3%
40.2%
39.9%
38.9%
38.7%
38.2%
37.7%
37.0%
36.8%
35.7%
35.4%
34.9%
32.6%
32.5%
32.4%
32.0%
31.7%
30.9%
30.4%
29.9%
29.8%
29.7%
29.2%
28.9%
27.8%
27.2%
25.2%
24.4%
12.6%
11.7%
SOUTH AFRICA
PHILIPPINES
MOROCCO
TURKEY
INDONESIA
U.A.E.
BRAZIL
COLOMBIA
MALAYSIA
KENYA
INDIA
SAUDI ARABIA
CROATIA
CHILE
IRELAND
ARGENTINA
NEW ZEALAND
U.S.A.
MEXICO
ITALY
ROMANIA
CANADA
NIGERIA
SPAIN
EGYPT
BULGARIA
WORLDWIDE
PORTUGAL
GHANA
AUSTRALIA
GREECE
ISRAEL
VIETNAM
SWITZERLAND
SINGAPORE
U.K.
AUSTRIA
GERMANY
POLAND
TAIWAN
RUSSIA
CHINA
HUNGARY
SWEDEN
THAILAND
FRANCE
HONG KONG
NETHERLANDS
DENMARK
CZECHIA
BELGIUM
NORWAY
JAPAN
SOUTH KOREA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM. NOTE: VALUES REPRESENT INTERNET USERS WHO SAY THAT THEY WATCH
ANY ONE OF THE FOLLOWING KINDS OF ONLINE CONTENT EACH WEEK: HOW-TO VIDEOS,TUTORIAL VIDEOS, OR EDUCATIONS VIDEOS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING JAN
2024

135. 135
45.8%
40.9%
38.6%
34.6%
30.9%
44.8%
41.4% 40.8%
36.5%
33.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM. NOTE: VALUES REPRESENT INTERNET USERS WHO SAY THAT THEY WATCH
ANY ONE OF THE FOLLOWING KINDS OF ONLINE CONTENT EACH WEEK: HOW-TO VIDEOS,TUTORIAL VIDEOS, OR EDUCATIONS VIDEOS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING JAN
2024

136. 136
49.7%38.6%17.9%20.6%17.2%
-0.6% (-30 BPS) -1.3% (-50 BPS)-18.3% (-400 BPS) -2.8% (-60 BPS) -13.1% (-260 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
WATCH OR LISTEN TO
ONLINE MUSIC VIDEOS
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: YEAR-ON-YEAR CHANGE VALUES REPRESENT THE RELATIVE
CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). COMPARABILITY: METHODOLOGY
CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK
ONLINE AUDIO JAN
2024

137. 137
51.4% 51.0% 50.9%
49.9% 50.0%
48.7% 48.9% 49.4% 49.7%
-0.8% -0.2% -2.0% +0.2% [N/A] +0.4% +1.0% +0.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH ONLINE MUSIC VIDEOS EACH WEEK
WATCHING ONLINE MUSIC VIDEOS JAN
2024 CHANGE IN METHODOLOGY

138. 138
72.7%
64.7%
64.6%
63.6%
63.0%
62.6%
62.6%
62.2%
61.6%
61.3%
60.1%
58.6%
57.3%
56.7%
55.2%
55.1%
54.5%
54.3%
54.1%
53.4%
53.2%
52.8%
51.9%
50.0%
49.7%
48.6%
46.1%
45.7%
45.3%
45.3%
45.2%
44.9%
43.6%
42.6%
42.6%
40.3%
39.1%
38.5%
38.1%
37.9%
37.7%
37.3%
36.0%
35.6%
35.3%
35.1%
33.6%
33.3%
32.2%
31.7%
30.9%
29.1%
27.6%
23.8%
PHILIPPINES
CHILE
COLOMBIA
MEXICO
BRAZIL
INDONESIA
KENYA
SOUTH AFRICA
TURKEY
INDIA
MALAYSIA
ROMANIA
ARGENTINA
BULGARIA
U.A.E.
VIETNAM
THAILAND
NIGERIA
CROATIA
MOROCCO
PORTUGAL
GREECE
TAIWAN
ISRAEL
WORLDWIDE
SPAIN
HONG KONG
EGYPT
ITALY
U.S.A.
HUNGARY
SAUDI ARABIA
NEW ZEALAND
CHINA
POLAND
IRELAND
SINGAPORE
CZECHIA
GHANA
CANADA
AUSTRALIA
SWEDEN
U.K.
NORWAY
RUSSIA
NETHERLANDS
GERMANY
AUSTRIA
FRANCE
SWITZERLAND
BELGIUM
DENMARK
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH ONLINE MUSIC VIDEOS EACH WEEK
WATCHING ONLINE MUSIC VIDEOS JAN
2024

139. 139
59.7%
54.4%
49.4%
42.7%
33.8%
53.8%
52.2%
50.0%
44.5%
38.5%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH ONLINE MUSIC VIDEOS EACH WEEK
WATCHING ONLINE MUSIC VIDEOS JAN
2024

140. 140
39.6% 39.2% 39.0% 39.6% 39.1%
38.0% 38.4%
39.0% 38.6%
-1.0% -0.5% +1.5% -1.3% [N/A] +1.1% +1.6% -1.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC JAN
2024 CHANGE IN METHODOLOGY

141. 141
52.2%
50.6%
50.2%
50.2%
50.1%
50.0%
48.2%
46.8%
46.5%
46.0%
44.3%
44.2%
43.9%
43.6%
42.9%
42.7%
42.4%
41.9%
41.8%
40.7%
40.7%
40.0%
39.8%
39.8%
39.4%
39.2%
38.6%
38.6%
38.1%
38.1%
35.3%
35.2%
35.0%
34.8%
34.5%
34.4%
34.3%
32.9%
32.8%
31.6%
30.5%
30.4%
29.0%
26.6%
24.2%
24.2%
24.0%
23.1%
22.8%
21.6%
18.8%
17.9%
15.2%
14.0%
SOUTH AFRICA
BRAZIL
SWEDEN
TURKEY
MEXICO
U.S.A.
INDONESIA
NORWAY
CHILE
DENMARK
IRELAND
AUSTRALIA
ITALY
GERMANY
PHILIPPINES
SOUTH KOREA
TAIWAN
NEW ZEALAND
INDIA
HONG KONG
SPAIN
CANADA
MALAYSIA
U.K.
ARGENTINA
NETHERLANDS
WORLDWIDE
AUSTRIA
PORTUGAL
SWITZERLAND
NIGERIA
COLOMBIA
FRANCE
CHINA
THAILAND
KENYA
SINGAPORE
U.A.E.
ISRAEL
VIETNAM
BELGIUM
GREECE
MOROCCO
CROATIA
ROMANIA
SAUDI ARABIA
HUNGARY
POLAND
JAPAN
CZECHIA
EGYPT
RUSSIA
GHANA
BULGARIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC JAN
2024

142. 142
44.4%
42.9%
39.3%
35.1%
28.1%
39.6% 39.8% 39.5%
35.1%
30.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC JAN
2024

143. 143
01:33
01:30
01:34
01:36
01:38
01:27
01:31
01:27
01:25
-2.5% +4.5% +2.1% +1.3% [N/A] +4.6% -4.6% -2.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND LISTENING TO MUSIC STREAMING SERVICES
TIME SPENT LISTENING TO STREAMING MUSIC JAN
2024 CHANGE IN METHODOLOGY

144. 144
02:11
02:09
02:08
02:04
02:01
01:59
01:58
01:47
01:38
01:36
01:34
01:34
01:33
01:31
01:30
01:30
01:30
01:27
01:26
01:25
01:24
01:23
01:22
01:21
01:20
01:19
01:19
01:19
01:18
01:17
01:15
01:14
01:14
01:11
01:11
01:09
01:09
01:08
01:08
01:07
01:04
01:04
01:04
01:03
00:58
00:57
00:54
00:53
00:52
00:27
CHILE
SOUTH AFRICA
MEXICO
BRAZIL
ARGENTINA
PHILIPPINES
U.S.A.
COLOMBIA
SWEDEN
INDIA
THAILAND
TURKEY
SINGAPORE
INDONESIA
MALAYSIA
NEW ZEALAND
NORWAY
U.A.E.
AUSTRALIA
WORLDWIDE
CANADA
SAUDI ARABIA
ISRAEL
IRELAND
NETHERLANDS
DENMARK
POLAND
U.K.
SWITZERLAND
PORTUGAL
GERMANY
EGYPT
SPAIN
FRANCE
ROMANIA
HONG KONG
TAIWAN
CHINA
VIETNAM
ITALY
BULGARIA
GREECE
HUNGARY
AUSTRIA
BELGIUM
CROATIA
SOUTH KOREA
CZECHIA
RUSSIA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND LISTENING TO MUSIC STREAMING SERVICES
TIME SPENT LISTENING TO STREAMING MUSIC JAN
2024

145. 145
01:52
01:36
01:17 01:17
00:49
01:39 01:38
01:24
01:04
00:4916 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND LISTENING TO MUSIC STREAMING SERVICES
TIME SPENT LISTENING TO STREAMING MUSIC JAN
2024

146. 146
24.1% 23.8%
24.9%
25.4%
24.2%
23.0%
23.8% 23.7%
22.5%
-1.2% +4.6% +2.0% -4.7% [N/A] +3.5% -0.4% -5.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR MUSIC STREAMING SERVICES EACH MONTH
PAYING FOR STREAMING MUSIC SERVICES JAN
2024 CHANGE IN METHODOLOGY

147. 147
43.2%
42.4%
37.4%
36.6%
35.4%
34.8%
33.2%
33.1%
32.9%
31.3%
31.3%
30.2%
29.5%
29.4%
29.2%
28.7%
28.7%
26.5%
26.5%
25.6%
24.6%
22.6%
22.6%
22.5%
22.1%
21.4%
21.3%
21.1%
21.1%
20.8%
20.7%
19.2%
19.1%
18.4%
18.3%
17.9%
17.9%
17.5%
17.4%
17.3%
16.5%
16.4%
16.4%
15.9%
14.9%
13.9%
13.7%
13.4%
11.9%
11.7%
10.6%
9.4%
8.2%
6.8%
SWEDEN
NORWAY
MEXICO
IRELAND
AUSTRALIA
U.S.A.
DENMARK
GERMANY
CHILE
NEW ZEALAND
U.K.
CANADA
ARGENTINA
NETHERLANDS
BRAZIL
AUSTRIA
SWITZERLAND
SOUTH AFRICA
SOUTH KOREA
INDIA
INDONESIA
FRANCE
TURKEY
WORLDWIDE
PHILIPPINES
HONG KONG
COLOMBIA
SPAIN
U.A.E.
POLAND
BELGIUM
SINGAPORE
MALAYSIA
THAILAND
VIETNAM
ISRAEL
TAIWAN
CHINA
EGYPT
ITALY
SAUDI ARABIA
CZECHIA
JAPAN
PORTUGAL
HUNGARY
GREECE
ROMANIA
MOROCCO
CROATIA
NIGERIA
RUSSIA
KENYA
BULGARIA
GHANA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR MUSIC STREAMING SERVICES EACH MONTH
PAYING FOR STREAMING MUSIC SERVICES JAN
2024

148. 148
24.8%
26.5%
21.6%
17.8%
13.3%
25.4%
26.6%
23.2%
19.0%
14.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO PAY FOR MUSIC STREAMING SERVICES EACH MONTH
PAYING FOR STREAMING MUSIC SERVICES JAN
2024

149. 149
01SPOTIFY SPOTIFY
02YOUTUBE MUSIC GOOGLE
03SHAZAM APPLE
04MI MUSIC XIAOMI
05JIOSAAVN RELIANCE INDUSTRIES
06WYNK BHARTI AIRTEL
07AMAZON MUSIC AMAZON
08MUSIC ALLSAINTS MUSIC - OPPO
09 MIXERBOX MIXERBOX
10SOUNDCLOUD SOUNDCLOUD
01SPOTIFY SPOTIFY
02YOUTUBE MUSIC GOOGLE
03LARK PLAYER DYWX
04SAMSUNG MUSIC SAMSUNG
05MI MUSIC XIAOMI
06POCKET FM POCKET FM
07MUSIC PLAYER - MP3 PLAYER, …* INSHOT INC.
08AMAZON MUSIC AMAZON
09MUSIC ALLSAINTS MUSIC - OPPO
10YANDEX MUSIC YANDEX# APP NAME COMPANY # APP NAME COMPANY
TOP MUSIC-RELATED MOBILE APPS BY TOTAL TIME SPENTTOP MUSIC-RELATED MOBILE APPS BY MONTHLY ACTIVE USERS
SOURCE: DATA AI INTELLIGENCE. SEE DATA.AI FOR DETAILS. NOTES: RANKINGS REFLECT USER ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023, BASED ON APPS WITH A PRIMARY OR SECONDARY
DATA.AI APP IQ CATEGORISATION OF “MUSIC & AUDIO” OR “RADIO”. ONLY INCLUDES MOBILE APPS FOR WHICH MUSIC IS A PRIMARY FOCUS ; EXCLUDES COMMUNICATION AND SOCIAL NETWORKING APPS.
DATA ARE CURRENTLY UNAVAILABLE FOR APPLE MUSIC, SO IT WILL NOT APPEAR IN THESE RANKINGS. ACTIVE USER RANKING REFLECTS WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES, EXCLUDING
CHINA. RANKING BY TOTAL TIME REFLECTS ACTIVITY ON ANDROID PHONES ONLY. (*) THE FULL NAME OF THIS APP IS “MUSIC PLAYER - MP3 PLAYER, AUDIO PLAYER“.GLOBAL OVERVIEWGLOBAL OVERVIEW
RANKINGS OF THE MOST USED MUSIC-RELATED APPS ON MOBILE PHONES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023MUSIC: TOP MOBILE APPS JAN
2024

150. 150
11ARCTIC MONKEYS – “I WANNA BE YOURS”
12KAROL G & SHAKIRA – “TQG”
13YNG LUCAS & PESO PLUMA – “LA BEBE - REMIX”
14DAVID GUETTA & BEBE REXHA – “I’M GOOD (BLUE)”
15THE WEEKND – “DIE FOR YOU”
16GRUPO FRONTERA x BAD BUNNY – “UN X100TO”
17SAM SMITH FEAT. KIM PETRAS – “UNHOLY”
18MANUEL TURIZO – “LA BACHATA”
19PINKPANTHERESS & ICE SPICE – ”BOY’S A LIAR, PT. 2”
20DAVID KUSHNER – “DAYLIGHT”
01MILEY CYRUS – “FLOWERS”
02SZA – “KILL BILL”
03HARRY STYLES – “AS IT WAS”
04JUNG KOOK FEAT. LATTO – “SEVEN”
05ESLABON ARMADO & PESO PLUMA – “ELLA BAILA SOLO”
06TAYLOR SWIFT – “CRUEL SUMMER”
07METRO BOOMIN WITH THE WEEKND & 21 SAVAGE – “CREEPIN’”
08REMA WITH SELENA GOMEZ – “CALM DOWN”
09BIZARRAP & SHAKIRA – “SHAKIRA: BZRP MUSIC SESSIONS, VOL. 53”
10TAYLOR SWIFT – “ANTI-HERO”# ARTIST ? ?SONG TITLE? # ARTIST ? ?SONG TITLE?
SOURCE: SPOTIFY. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN JANUARY AND NOVEMBER 2023.GLOBAL OVERVIEWGLOBAL OVERVIEW
RANKING OF THE MOST STREAMED SONGS WORLDWIDE ON SPOTIFY BETWEEN JANUARY AND NOVEMBER 2023SPOTIFY’S MOST STREAMED SONGS OF 2023 JAN
2024

151. 151
31HARRY STYLES
32DAVID GUETTA
33KENDRICK LAMAR
34IMAGINE DRAGONS
35DOJA CAT
36ANUEL AA
37BRUNO MARS
38QUEVEDO
39DUA LIPA
40OLIVIA RODRIGO
1121 SAVAGE
12ARIJIT SINGH
13KANYE WEST
14METRO BOOMIN
15EMINEM
16ED SHEERAN
17RIHANNA
18JUNIOR H
19BTS
20MORGAN WALLEN
21RAUW ALEJANDRO
22SHAKIRA
23ARIANA GRANDE
24BILLIE EILISH
25POST MALONE
26JUSTIN BIEBER
27FUTURE
28PRITAM
29COLDPLAY
30MILEY CYRUS
01TAYLOR SWIFT
02BAD BUNNY
03THE WEEKND
04DRAKE
05PESO PLUMA
06FEID
07TRAVIS SCOTT
08SZA
09KAROL G
10LANA DEL REY#ARTIST #ARTIST#ARTIST #ARTIST
SOURCE: SPOTIFY. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN JANUARY AND NOVEMBER 2023.GLOBAL OVERVIEWGLOBAL OVERVIEW
RANKING OF THE MOST STREAMED ARTISTS WORLDWIDE ON SPOTIFY BETWEEN JANUARY AND NOVEMBER 2023SPOTIFY’S MOST STREAMED ARTISTS OF 2023 JAN
2024

152. 152
20.4% 20.3% 20.6%
21.3% 21.2%
19.1%
20.2% 20.3% 20.6%
-0.5% +1.5% +3.4% -0.5% [N/A] +5.8% +0.5% +1.5%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS JAN
2024 CHANGE IN METHODOLOGY

153. 153
39.7%
38.2%
36.6%
33.4%
31.8%
30.8%
30.2%
29.6%
28.9%
28.6%
28.0%
28.0%
27.9%
26.7%
26.2%
25.1%
25.0%
25.0%
24.5%
24.1%
23.5%
23.4%
23.4%
23.4%
23.0%
22.8%
21.9%
20.6%
20.4%
20.2%
20.2%
19.8%
19.6%
19.2%
18.5%
18.5%
18.4%
18.1%
17.0%
16.9%
16.9%
16.8%
16.1%
15.8%
15.5%
15.4%
14.9%
14.2%
12.3%
10.3%
10.0%
9.7%
9.6%
5.0%
BRAZIL
INDONESIA
MEXICO
SOUTH AFRICA
IRELAND
SWEDEN
NORWAY
COLOMBIA
U.S.A.
PORTUGAL
ISRAEL
ROMANIA
SPAIN
AUSTRALIA
DENMARK
SAUDI ARABIA
CANADA
MOROCCO
CZECHIA
U.K.
U.A.E.
CHILE
INDIA
NEW ZEALAND
POLAND
KENYA
GERMANY
WORLDWIDE
SWITZERLAND
ARGENTINA
THAILAND
PHILIPPINES
BULGARIA
HUNGARY
EGYPT
NETHERLANDS
AUSTRIA
GREECE
TURKEY
CROATIA
ITALY
MALAYSIA
VIETNAM
FRANCE
HONG KONG
SINGAPORE
TAIWAN
BELGIUM
CHINA
GHANA
RUSSIA
NIGERIA
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS JAN
2024

154. 154
23.6%
22.6%
19.7%
17.7%
16.4%
22.3% 22.4%
21.1%
18.1%
14.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS JAN
2024

155. 155
00:55
00:54
00:58
01:01
01:02
00:51
00:55
00:51
00:49
-1.9% +7.7% +4.5% +1.1% [N/A] +7.4% -7.9% -3.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND LISTENING TO PODCASTS
TIME SPENT LISTENING TO PODCASTS JAN
2024 CHANGE IN METHODOLOGY

156. 156
01:10
01:07
01:04
01:03
01:03
01:01
01:01
00:59
00:55
00:54
00:54
00:51
00:51
00:49
00:49
00:49
00:49
00:47
00:46
00:46
00:46
00:44
00:44
00:43
00:43
00:43
00:43
00:43
00:42
00:42
00:42
00:42
00:40
00:40
00:39
00:37
00:36
00:36
00:35
00:34
00:33
00:33
00:33
00:31
00:30
00:30
00:25
00:25
00:21
00:13
EGYPT
THAILAND
BRAZIL
MEXICO
SAUDI ARABIA
INDIA
SOUTH AFRICA
COLOMBIA
U.A.E.
INDONESIA
U.S.A.
CHILE
PHILIPPINES
WORLDWIDE
BULGARIA
SINGAPORE
SWEDEN
NORWAY
CHINA
ROMANIA
VIETNAM
DENMARK
IRELAND
ARGENTINA
CANADA
ISRAEL
TURKEY
U.K.
AUSTRALIA
HONG KONG
POLAND
PORTUGAL
SPAIN
TAIWAN
MALAYSIA
NEW ZEALAND
GERMANY
SWITZERLAND
HUNGARY
GREECE
CZECHIA
FRANCE
NETHERLANDS
ITALY
AUSTRIA
CROATIA
BELGIUM
RUSSIA
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND LISTENING TO PODCASTS
TIME SPENT LISTENING TO PODCASTS JAN
2024 DATAREPORTAL

157. 157
00:50
00:56
00:47
00:49
00:35
00:51
00:57
00:54
00:40
00:3016 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW DAILY TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND LISTENING TO PODCASTS
TIME SPENT LISTENING TO PODCASTS JAN
2024

158. 158
11RELATOS DE LA NOCHE
12CASO 63
13PSICOLOGIA AL DESNUDO | @PSI.MAMMOLITI
14THE DAILY
15LEX FRIDMAN PODCAST
16ARMCHAIR EXPERT WITH DAX SHEPARD
17EL PODCAST DE MARIAN ROJAS ESTAPÉ
18GEMISCHTES HACK
19THE PSYCHOLOGY OF YOUR 20S
20STUFF YOU SHOULD KNOW
01THE JOE ROGAN EXPERIENCE
02CALL HER DADDY
03HUBERMAN LAB
04ANYTHING GOES WITH EMMA CHAMBERLAIN
05ON PURPOSE WITH JAY SHETTY
06CRIME JUNKIE
07THIS PAST WEEKEND WITH THEO VON
08SERIAL KILLERS
09THE DIARY OF A CEO WITH STEVEN BARTLETT
10TED TALKS DAILY# PODCAST TITLE # PODCAST TITLE
SOURCE: SPOTIFY WRAPPED. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN JANUARY AND NOVEMBER 2023.GLOBAL OVERVIEWGLOBAL OVERVIEW
RANKING OF THE MOST STREAMED PODCASTS WORLDWIDE ON SPOTIFY BETWEEN JANUARY AND NOVEMBER 2023SPOTIFY’S MOST STREAMED PODCASTS OF 2023 JAN
2024

159. 159
83.1% 67.7% 35.0% 24.2%
YOY: +1.5% (+120 BPS) YOY: +2.3% (+150 BPS) YOY: -7.7% (-290 BPS) YOY: -4.3% (-110 BPS)
16.3% 11.6% 8.8% 6.5%
YOY: -1.2% (-20 BPS) YOY: -11.5% (-150 BPS) YOY: -6.4% (-60 BPS) YOY: -25.3% (-220 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
DEVICES USED TO PLAY VIDEO GAMES JAN
2024

160. 160
88.8% 89.0%
85.2% 85.8%
81.4%
86.9%
83.6%
81.9% 83.1%
+0.2% -4.3% +0.7% -5.1% +6.8% -3.8% -2.0% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2016 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: NO TIME PERIOD (E.G. “PAST WEEK”) IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50%
WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

161. 161
83.6% 83.3% 82.4% 81.4% 81.9% 80.9% 80.6% 81.6%
83.1%
-0.4% -1.1% -1.2% +0.6% [N/A] -0.4% +1.2% +1.8%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: NO TIME PERIOD (E.G. “PAST WEEK”) IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50%
WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES (QOQ) JAN
2024 CHANGE IN METHODOLOGY

162. 162
96.5% 95.9%
94.8%
93.2%
93.2%
91.8%
91.7%
91.7%
91.2%
91.1%
91.1%
89.7%
88.9%
88.6%
87.9%
87.9%
87.4%
87.0%
86.2%
86.0%
85.9%
85.1%
85.0%
84.7%
84.7%
84.5%
84.1%
84.0%
84.0%
83.1%
82.7%
82.5%
82.4%
81.5%
81.4%
81.1%
81.0%
80.6%
80.5%
80.0%
79.8%
78.8%
78.5%
78.4%
78.2%
77.4%
77.1%
76.0%
72.1%
71.1%
INDONESIA PHILIPPINES
TURKEY
THAILAND
VIETNAM
SAUDI ARABIA
INDIA
SOUTH AFRICA
MEXICO
TAIWAN
U.A.E.
MALAYSIA
BRAZIL
HONG KONG
BULGARIA
ROMANIA
GREECE
EGYPT
CROATIA
COLOMBIA
PORTUGAL
ARGENTINA
U.S.A.
CHILE
HUNGARY
SPAIN
ITALY
FRANCE
SINGAPORE
WORLDWIDE
CANADA
POLAND
ISRAEL
SOUTH KOREA
DENMARK
NETHERLANDS
AUSTRIA
RUSSIA
SWEDEN
NEW ZEALAND
AUSTRALIA
CZECHIA
NORWAY
SWITZERLAND
GERMANY
U.K.
IRELAND
BELGIUM
JAPAN
CHINA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: NO TIME PERIOD (E.G. “PAST WEEK”) IS ASSOCIATED WITH THIS
QUESTION IN GWI’S SURVEY. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES JAN
2024

163. 163
89.6%
85.2%
80.2%
74.5%
69.6%
92.6%
89.1%
85.1%
79.9%
70.8%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: NO TIME PERIOD (E.G. “PAST WEEK”) IS ASSOCIATED WITH THIS
QUESTION IN GWI’S SURVEY. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES JAN
2024

164. 164
01:12
01:10
01:12 01:13 01:14
01:05
01:08
01:03 01:02
-3.2% +3.1% +2.2% +1.1% [N/A] +5.5% -7.5% -2.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE JAN
2024 CHANGE IN METHODOLOGY

165. 165
01:43
01:40
01:32
01:19
01:17
01:17
01:16
01:14
01:13
01:12
01:05
01:02
01:02
01:00
01:00
01:00
00:59
00:57
00:56
00:56
00:55
00:55
00:54
00:52
00:52
00:50
00:49
00:49
00:49
00:49
00:48
00:48
00:47
00:46
00:44
00:43
00:43
00:42
00:40
00:40
00:39
00:38
00:37
00:36
00:36
00:35
00:33
00:31
00:28
00:25
SAUDI ARABIA
THAILAND
EGYPT
U.S.A.
U.A.E.
VIETNAM
MEXICO
INDIA
PHILIPPINES
INDONESIA
BRAZIL
WORLDWIDE
SINGAPORE
FRANCE
MALAYSIA
U.K.
TURKEY
SOUTH AFRICA
CHILE
HONG KONG
CHINA
COLOMBIA
ARGENTINA
BULGARIA
CANADA
ISRAEL
AUSTRALIA
GERMANY
NETHERLANDS
SPAIN
NORWAY
TAIWAN
GREECE
NEW ZEALAND
DENMARK
ITALY
POLAND
SWEDEN
IRELAND
PORTUGAL
BELGIUM
SWITZERLAND
HUNGARY
CROATIA
SOUTH KOREA
ROMANIA
RUSSIA
AUSTRIA
JAPAN
CZECHIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE JAN
2024 DATAREPORTAL

166. 166
00:56
01:04
00:53
00:51
00:33
01:24 01:24
01:07
00:50
00:3416 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE JAN
2024

167. 167
52.0%
48.7%
35.3%
33.5%
33.3%
32.6%
31.9%
31.1%
28.7%
28.0%
26.8%
24.4%
23.5%
23.1%
22.9%SHOOTER
ACTION ADVENTURE
SPORTS
RACING
PUZZLE PLATFORM
SIMULATION
STRATEGY
MULTIPLAYER ONLINE BATTLE ARENA (M.O.B.A.)
ACTION PLATFORM
FIGHTING
BATTLE ROYALE
ROLE PLAYING
MASSIVELY MULTIPLAYER ONLINE (M.M.O.)
SURVIVAL & HORROR
PARTY GAMES
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGES REPRESENT SHARE OF INTERNET USERS IN EACH
AGE GROUP WHO PLAY VIDEO GAMES EACH MONTH, AND WHO ALSO SAY THEY PLAY EACH GENRE OF VIDEO GAME. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES EACH MONTH WHO PLAY EACH GENRE OF VIDEO GAME ON ANY DEVICE
MOST POPULAR VIDEO GAME FORMATS JAN
2024

168. 168
SHOOTER 62.4%
ACTION ADVENTURE 56.8%
SIMULATION 39.3%
SPORTS 37.8%
M.O.B.A. 36.8%
BATTLE ROYALE 36.5%
RACING 36.2%
STRATEGY 34.0%
PUZZLE PLATFORM 32.9%
ACTION PLATFORM 30.7%
SHOOTER 50.5%
ACTION ADVENTURE 49.2%
SPORTS 36.3%
PUZZLE PLATFORM 34.7%
RACING 34.6%
STRATEGY 33.2%
SIMULATION 31.5%
M.O.B.A. 30.3%
ACTION PLATFORM 30.2%
FIGHTING 29.4%
SHOOTER 29.3%
PUZZLE PLATFORM 28.9%
ACTION ADVENTURE 28.8%
SPORTS 22.0%
STRATEGY 21.8%
SIMULATION 20.5%
RACING 20.4%
ONLINE BOARD GAMES 18.5%
ACTION PLATFORM 17.6%
M.O.B.A. 16.6%
SHOOTER 58.6%
ACTION ADVENTURE 53.5%
SPORTS 40.2%
RACING 37.8%
M.O.B.A. 36.9%
SIMULATION 36.5%
PUZZLE PLATFORM 35.6%
STRATEGY 35.4%
FIGHTING 32.8%
ACTION PLATFORM 32.3%
SHOOTER 40.8%
ACTION ADVENTURE 39.7%
PUZZLE PLATFORM 30.6%
SPORTS 30.0%
RACING 28.3%
STRATEGY 27.1%
SIMULATION 24.4%
ACTION PLATFORM 24.0%
M.O.B.A. 22.5%
FIGHTING 22.1%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: PERCENTAGES REPRESENT SHARE OF INTERNET USERS IN EACH
AGE GROUP WHO PLAY VIDEO GAMES EACH MONTH, AND WHO ALSO SAY THEY PLAY EACH GENRE OF VIDEO GAME. “M.O.B.A.” STANDS FOR “MULTIPLAYER ONLINE BATTLE ARENA”. COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES EACH MONTH WHO ALSO PLAY EACH GENRE OF VIDEO GAME ON ANY DEVICE
MOST POPULAR VIDEO GAME FORMATS JAN
2024

169. 169 01
02
03
04
05
06
07
08
09
10
ROBLOX ROBLOX GACHA LIFE 2 ROYAL MATCH
ROBLOX ROBLOX LUNIME DREAM GAMES
FREE FIRE FREE FIRE FREE FIRE MONOPOLY GO: FAMILY BOARD GAME
SEA SEA SEA SCOPELY
CANDY CRUSH SAGA MOBILE LEGENDS: BANG BANG SUBWAY SURFERS CANDY CRUSH SAGA
ACTIVISION BLIZZARD BYTEDANCE TENCENT ACTIVISION BLIZZARD
SUBWAY SURFERS CANDY CRUSH SAGA ROBLOX ROBLOX
TENCENT ACTIVISION BLIZZARD ROBLOX ROBLOX
MINECRAFT POCKET EDITION BATTLEGROUNDS MOBILE INDIA REAL CAR DRIVING: RACE CITY 3D COIN MASTER
MICROSOFT KRAFTON BAB GAME MOON ACTIVE
MOBILE LEGENDS: BANG BANG PUBG MOBILE MY PERFECT HOTEL GENSHIN IMPACT
BYTEDANCE TENCENT SAYGAMES MIHOYO
LUDO KING CALL OF DUTY: MOBILE ROYAL MATCH HONOR OF KINGS
GAMETION ACTIVISION BLIZZARD DREAM GAMES TENCENT
GEOMETRY DASH EA SPORTS FC™ MOBILE 24 SOCCER BUILD A QUEEN GARDENSCAPES BY PLAYRIX
ROBTOP ELECTRONIC ARTS UNITY TECHNOLOGIES PLAYRIX
STUMBLE GUYS ARENA OF VALOR LUDO KING POKÉMON GO
SCOPELY SEA GAMETION NIANTIC
EA SPORTS FC™ MOBILE 24 SOCCER MINECRAFT POCKET EDITION BLOCK BLAST ADVENTURE MASTER LINEAGE M
ELECTRONIC ARTS MICROSOFT HUNGRY STUDIO NCSOFTMONTHLY ACTIVE USERS TOTAL TIME SPENT DOWNLOADS CONSUMER SPEND#
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS REFLECT USER ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. RANKING BY MONTHLY ACTIVE USERS REFLECTS ACTIVITY ON
IPHONES AND ANDROID PHONES, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT REFLECTS USER ACTIVITY ON ANDROID PHONES ONLY. RANKINGS BY DOWNLOADS AND CONSUMER SPEND REFLECT
CUMULATIVE, COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHERE DATA IS FOR THE IOS APP STORE ONLY.GLOBAL OVERVIEW
RANKINGS OF MOBILE GAMES BY VARIOUS METRICS, BASED ON ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023TOP MOBILE GAMES JAN
2024

170. 170
14.1%
15.0%
15.6%
15.2%
16.4%
14.9%
16.4%
16.7%
16.2%
+6.4% +4.0% -2.6% +7.9% [N/A] +10.1% +1.8% -3.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP JAN
2024 CHANGE IN METHODOLOGY

171. 171
29.9%
28.2%
26.7%
23.8%
23.5%
23.3%
22.2%
21.1%
20.6%
20.2%
19.5%
19.2%
18.8%
18.6%
18.0%
17.8%
16.9%
16.2%
16.1%
15.6%
15.0%
15.0%
14.9%
14.7%
14.3%
14.3%
14.0%
13.5%
13.1%
12.9%
12.9%
12.8%
12.5%
11.6%
11.5%
11.4%
11.3%
11.0%
10.8%
10.7%
10.6%
9.9%
9.2%
8.6%
7.8%
7.3%
7.2%
5.9%
5.8%
4.9%
4.2%
2.6%
2.6%
1.7%
IRELAND
U.K.
U.S.A.
ITALY
SPAIN
CANADA
CHINA
CROATIA
NETHERLANDS
SWEDEN
MEXICO
AUSTRALIA
NEW ZEALAND
TURKEY
HONG KONG
NORWAY
DENMARK
WORLDWIDE
BRAZIL
BELGIUM
BULGARIA
CHILE
VIETNAM
FRANCE
ISRAEL
SINGAPORE
TAIWAN
INDIA
GREECE
AUSTRIA
GERMANY
POLAND
U.A.E.
SWITZERLAND
COLOMBIA
MALAYSIA
CZECHIA
PORTUGAL
RUSSIA
HUNGARY
SOUTH KOREA
ROMANIA
SAUDI ARABIA
SOUTH AFRICA
INDONESIA
ARGENTINA
PHILIPPINES
THAILAND
EGYPT
JAPAN
NIGERIA
GHANA
KENYA
MOROCCO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP JAN
2024

172. 172
11.6%
19.3% 19.5%
16.4%
12.7%
11.3%
16.8%
19.5%
17.4%
15.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP JAN
2024

173. 173
53.5%
51.3%
47.9%
46.2%
44.2%
43.0%
41.9%
40.0%
39.9%
37.7%
36.1%
32.1%
31.0%
30.5%
28.0%
26.8%
23.1%
20.0%
19.1%
18.4%
17.6%
17.2%
16.4%
15.7%
14.9%
14.8%
14.7%
14.5%
14.3%
14.2%
13.9%
13.5%
13.0%
12.9%
12.5%
12.4%
11.8%
11.6%
11.2%
11.1%
10.8%
10.7%
10.4%
10.0%
9.5%
9.4%
9.2%
9.2%
9.0%
8.7%
6.7%
4.6%
2.8%
U.K.
SOUTH KOREA
U.S.A.
NORWAY
AUSTRALIA
NETHERLANDS
DENMARK
SWEDEN
SINGAPORE
GERMANY
CANADA
SWITZERLAND
JAPAN
AUSTRIA
BELGIUM
NEW ZEALAND
FRANCE
SAUDI ARABIA
CHINA
ARGENTINA
ROMANIA
TAIWAN
WORLDWIDE
MALAYSIA
IRELAND
ITALY
ISRAEL
SPAIN
THAILAND
U.A.E.
CHILE
VIETNAM
TURKEY
INDONESIA
CZECHIA
HUNGARY
POLAND
PORTUGAL
GREECE
MOROCCO
CROATIA
MEXICO
PHILIPPINES
HONG KONG
BRAZIL
SOUTH AFRICA
RUSSIA
COLOMBIA
INDIA
EGYPT
KENYA
NIGERIA
GHANA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY
CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER.
DOES NOT INCLUDE SMART TVS. FIGURES REPRESENT ESTIMATES FOR 2023 . COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF HOUSEHOLDS THAT CONTAIN AT LEAST ONE SMART HOME DEVICE
HOMES CONTAINING SMART HOME DEVICES JAN
2024

174. 174
360.7 $134.8 $52.56 $27.74
MILLION BILLION BILLION BILLION
+17.2% (+53 MILLION) +17.7% (+$20 BILLION) +18.6% (+$8.2 BILLION) +19.2% (+$4.5 BILLION)
$20.60 $13.53 $11.59 $8.81
BILLION BILLION BILLION BILLION
+17.5% (+$3.1 BILLION) +11.3% (+$1.4 BILLION) +19.2% (+$1.9 BILLION) +17.2% (+$1.3 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
VALUE OF SMART HOME
SECURITY DEVICE MARKET
VALUE OF SMART HOME
ENTERTAINMENT DEVICE MARKET
VALUE OF SMART HOME
COMFORT & LIGHTING MARKET
VALUE OF SMART HOME
ENERGY MANAGEMENT MARKET
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
NUMBER OF HOMES WITH
SMART HOME DEVICES
TOTAL ANNUAL VALUE OF THE
SMART HOME DEVICES MARKET
VALUE OF SMART HOME
APPLIANCES MARKET
VALUE OF SMART HOME CONTROL
& CONNECTIVITY DEVICE MARKET
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY
CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER;
AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR
2023 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS)
SMART HOME MARKET OVERVIEW JAN
2024

175. 175
$116.20 $85.44 $63.06 $57.63
-8.5% (-$10.80) -11.7% (-$11.34) -7.0% (-$4.76) -10.6% (-$6.83)
16.4% $373.80 $338.80 $146.90
+15.4% (+219 BPS) +0.5% (+$1.70) -8.7% (-$32.40) -6.4% (-$10.00) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
ARPU: SMART HOME
SECURITY DEVICES
ARPU: SMART HOME
ENTERTAINMENT DEVICES
ARPU: SMART HOME
COMFORT & LIGHTING
ARPU: SMART HOME
ENERGY MANAGEMENT
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
PENETRATION OF
SMART HOME DEVICES
ARPU: SPEND ON ALL
SMART HOME DEVICES
ARPU: SMART
HOME APPLIANCES
ARPU: SMART HOME CONTROL
& CONNECTIVITY DEVICES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY
CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER;
AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME
FOR 2023 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS)
AVERAGE ANNUAL REVENUE PER SMART HOME JAN
2024

176. 176
28.8% 28.9% 29.0%
28.5%
27.7%
26.5%
27.0% 26.8% 26.6%
+0.3% +0.3% -1.7% -2.8% [N/A] +1.9% -0.7% -0.7%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES JAN
2024 CHANGE IN METHODOLOGY

177. 177
50.9%
50.2%
49.6%
46.9%
46.8%
46.5%
45.9%
45.8%
44.3%
44.0%
42.9%
42.9%
40.9%
40.5%
40.3%
38.2%
38.2%
38.1%
38.0%
37.9%
37.4%
36.0%
35.9%
34.2%
33.6%
33.5%
33.0%
32.2%
31.8%
29.2%
29.1%
28.3%
28.0%
27.9%
27.8%
27.0%
26.8%
26.6%
26.1%
24.5%
23.9%
23.4%
22.4%
21.9%
21.0%
21.0%
20.6%
20.1%
19.3%
18.6%
16.0%
11.8%
11.0%
10.4%
NORWAY
SOUTH AFRICA
SWEDEN
BRAZIL
NETHERLANDS
NEW ZEALAND
CZECHIA
CANADA
AUSTRALIA
HONG KONG
IRELAND
U.K.
MALAYSIA
BELGIUM
AUSTRIA
SWITZERLAND
TURKEY
DENMARK
GERMANY
POLAND
U.S.A.
CROATIA
ISRAEL
SINGAPORE
FRANCE
SPAIN
ITALY
TAIWAN
NIGERIA
CHILE
HUNGARY
SOUTH KOREA
THAILAND
ARGENTINA
BULGARIA
U.A.E.
MEXICO
WORLDWIDE
INDONESIA
SAUDI ARABIA
INDIA
GREECE
PHILIPPINES
PORTUGAL
JAPAN
VIETNAM
ROMANIA
COLOMBIA
KENYA
CHINA
MOROCCO
GHANA
EGYPT
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES JAN
2024

178. 178
18.5%
25.4%
27.7%
28.5%
30.6%
20.3%
26.0%
30.3%
33.1%
34.1%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES JAN
2024

179. 179
10.2%
10.7%
12.1%
12.3%
11.9%
10.0%
10.3%
9.9%
9.7%
+4.9% +13.1% +1.7% -3.3% [N/A] +3.0% -3.9% -2.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY JAN
2024 CHANGE IN METHODOLOGY

180. 180
21.7%
19.5%
17.4%
17.1%
16.8%
16.6%
15.3%
14.8%
14.7%
14.6%
14.1%
13.7%
13.6%
13.5%
13.4%
13.3%
13.3%
12.8%
12.6%
11.7%
11.7%
11.5%
10.8%
10.7%
10.5%
9.7%
9.7%
9.7%
9.6%
9.3%
9.1%
9.1%
9.0%
8.7%
8.5%
8.5%
8.3%
8.3%
8.2%
8.0%
7.9%
7.8%
7.6%
7.0%
7.0%
6.3%
5.8%
5.7%
5.7%
4.8%
3.6%
2.7%
2.1%
1.3%
TURKEY
THAILAND
ARGENTINA
BRAZIL
SOUTH AFRICA
INDONESIA
U.A.E.
NETHERLANDS
PHILIPPINES
NIGERIA
SWITZERLAND
MALAYSIA
SINGAPORE
PORTUGAL
BULGARIA
INDIA
NORWAY
U.S.A.
CZECHIA
AUSTRALIA
VIETNAM
AUSTRIA
SOUTH KOREA
HONG KONG
CROATIA
WORLDWIDE
HUNGARY
TAIWAN
POLAND
CANADA
BELGIUM
CHILE
SWEDEN
NEW ZEALAND
GERMANY
SAUDI ARABIA
GREECE
U.K.
SPAIN
COLOMBIA
MEXICO
DENMARK
ROMANIA
FRANCE
IRELAND
KENYA
ISRAEL
ITALY
JAPAN
EGYPT
CHINA
RUSSIA
GHANA
MOROCCO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY JAN
2024

181. 181
5.6%
8.1%
7.8%
6.0%
4.8%
11.7%
15.5%
13.5%
10.1%
7.4%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY JAN
2024

182. 182
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
01 JAN
2021
01 APR
2021
01 JUL
2021
01 OCT
2021
01 JAN
2022
01 APR
2022
01 JUL
2022
01 OCT
2022
01 JAN
2023
01 APR
2023
01 JUL
2023
01 OCT
2023
01 JAN
2024
09 NOV 2022
$15,757$15,757
01 JAN 2024
$44,172$44,172
08 NOV 2021
$67,583$67,583SOURCE: GOOGLE FINANCE. NOTES: FIGURES REPRESENT THE PUBLISHED EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT 23:58 (UTC) ON EACH DAY. COMPARABILITY: INTRA-DAY
EXCHANGE RATE VALUES MAY HAVE VARIED SIGNIFICANTLY COMPARED WITH THE VALUES SHOWN HERE. NO RECOMMENDATION OR ADVICE: NONE OF THE INFORMATION SHOWN HERE CONSTITUTES
AN OFFER (OR SOLICITATION OF AN OFFER) TO BUY OR SELL ANY CURRENCY, PRODUCT OR FINANCIAL INSTRUMENT, TO MAKE ANY INVESTMENT, OR TO PARTICIPATE IN ANY PARTICULAR TRADING STRATEGY.
THE INFORMATION IS NOT INTENDED TO BE AND DOES NOT CONSTITUTE FINANCIAL ADVICE, INVESTMENT ADVICE, TRADING ADVICE, OR ANY OTHER ADVICE OR RECOMMENDATION OF ANY SORT. GLOBAL OVERVIEW THE EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT THE END OF EACH TRADING DAY, AS PUBLISHED BY GOOGLE FINANCE
EQUIVALENT VALUE OF BITCOIN IN USD JAN
2024

183. 183
11.2% 11.1%
11.4% 11.4% 11.4%
9.7%
10.3%
9.7%
9.4%
-0.9% +2.7% 0% 0% [N/A] +6.2% -5.8% -3.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USED AN ONLINE GAMBLING OR BETTING WEBSITE OR APP IN THE PAST MONTH
ONLINE GAMBLING JAN
2024 CHANGE IN METHODOLOGY

184. 184
30.1%
27.3%
24.9%
23.5%
22.4%
18.7%
18.5%
17.5%
17.2%
17.2%
17.1%
16.6%
15.9%
15.6%
15.6%
14.8%
14.5%
14.0%
13.2%
13.1%
12.8%
12.7%
12.4%
12.4%
12.3%
12.1%
12.0%
12.0%
11.7%
11.5%
11.4%
11.2%
11.1%
10.7%
10.7%
9.5%
9.4%
9.0%
8.9%
8.6%
8.3%
8.0%
7.1%
7.0%
6.9%
6.4%
6.2%
3.7%
3.7%
SOUTH AFRICA
NORWAY
GREECE
NEW ZEALAND
BRAZIL
HUNGARY
U.K.
AUSTRIA
AUSTRALIA
PORTUGAL
CROATIA
IRELAND
HONG KONG
CHILE
KENYA
THAILAND
COLOMBIA
SWEDEN
CANADA
MEXICO
SWITZERLAND
ARGENTINA
NETHERLANDS
ROMANIA
DENMARK
FRANCE
GERMANY
SPAIN
BELGIUM
BULGARIA
TURKEY
CZECHIA
U.S.A.
NIGERIA
PHILIPPINES
POLAND
WORLDWIDE
ITALY
INDIA
SINGAPORE
JAPAN
GHANA
TAIWAN
ISRAEL
VIETNAM
CHINA
RUSSIA
MOROCCO
SOUTH KOREA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USED AN ONLINE GAMBLING OR BETTING WEBSITE OR APP IN THE PAST MONTH
ONLINE GAMBLING JAN
2024

185. 185
5.3%
7.9%
8.4%
7.9%
7.5%
9.3%
11.6%
12.3% 12.3%
10.5%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USED AN ONLINE GAMBLING OR BETTING WEBSITE OR APP IN THE PAST MONTH
ONLINE GAMBLING JAN
2024

186. 186
$2,452
$2,361
$1,790
$1,780
$1,468
$1,457
$1,453
$1,447
$1,324
$1,255
$1,253
$1,115
$1,096
$1,096
$1,022
$1,020
$1,001
$821.70
$818.50
$759.80
$739.80
$687.20
$664.30
$635.80
$594.70
$547.70
$539.30
$395.40
$380.50
$378.40
$344.60
$326.30
$296.70
$289.40
$270.90
$239.60
$203.80
$176.60
$96.33
NEW ZEALAND
IRELAND
AUSTRALIA
SWEDEN
SWITZERLAND
CZECHIA
DENMARK
PORTUGAL
HUNGARY
ROMANIA
GREECE
CROATIA
CHINA
HONG KONG
NORWAY
ITALY
AUSTRIA
BRAZIL
BELGIUM
NETHERLANDS
COLOMBIA
U.K.
SPAIN
GERMANY
JAPAN
FRANCE
WORLDWIDE
U.S.A.
THAILAND
MEXICO
NIGERIA
KENYA
ARGENTINA
GHANA
INDIA
SOUTH AFRICA
CANADA
PHILIPPINES
SOUTH KOREA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: VALUES REPRESENT ESTIMATES OF THE AVERAGE TOTAL (CUMULATIVE) AMOUNT STAKED ACROSS ALL ONLINE GAMBLING ACTIVITIES
PER USER OF ONLINE GAMBLING SERVICES IN 2023 , CONVERTED TO UNITED STATES DOLLARS (CONVERSION RATES AS PER STATISTA’S METHODOLOGY). IN THIS CONTEXT, WHERE PERMITTED BY LOCAL
REGULATION, “ONLINE GAMBLING” INCLUDES: ONLINE SPORTS BETTING, ONLINE CASINO GAMES, AND ONLINE LOTTERY GAMES. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE TOTAL ANNUAL VALUE STAKED PER USER OF ONLINE GAMBLING (VALUES IN U.S. DOLLARS)
ONLINE GAMBLING: ARPU JAN
2024

187. 187
19.6%
14.9%
12.4%
10.6%
10.4%
8.7%
7.9%
6.8%
6.3%
5.4%
5.4%
5.3%
5.2%
5.1%
4.8%
4.6%
4.0%
3.9%
3.2%
2.8%
2.7%
2.7%
2.2%
2.1%
2.1%
2.0%
2.0%
1.8%
1.7%
1.5%
1.4%
1.4%
1.2%
1.2%
1.2%
1.0%
0.5%
0.4%
0.3%
NIGERIA
KENYA
GHANA
COLOMBIA
INDIA
CHINA
BRAZIL
ROMANIA
HUNGARY
GREECE
PORTUGAL
CROATIA
THAILAND
NEW ZEALAND
CZECHIA
PHILIPPINES
WORLDWIDE
SOUTH AFRICA
SWEDEN
AUSTRALIA
ITALY
MEXICO
ARGENTINA
HONG KONG
IRELAND
DENMARK
SPAIN
JAPAN
AUSTRIA
BELGIUM
SWITZERLAND
U.K.
NETHERLANDS
GERMANY
FRANCE
NORWAY
U.S.A.
CANADA
SOUTH KOREA
SOURCE: KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (SEE STATISTA.COM ) AND THE IMF. NOTES: VALUES REFLECT ESTIMATES OF THE AVERAGE TOTAL (CUMULATIVE) AMOUNT STAKED
ACROSS ALL ONLINE GAMBLING ACTIVITIES PER USER OF ONLINE GAMBLING SERVICES IN 2023 , CONVERTED TO UNITED STATES DOLLARS (CONVERSION RATES AS PER STATISTA’S METHODOLOGY), AND
COMPARED WITH THE LATEST PUBLISHED VALUES FOR GDP PER CAPITA (PPP, CURRENT U.S. DOLLARS) AS REPORTED BY THE IMF. IN THIS CONTEXT, WHERE PERMITTED BY LOCAL REGULATION, “ONLINE GAMBLING”
INCLUDES: ONLINE SPORTS BETTING, ONLINE CASINO GAMES, AND ONLINE LOTTERY GAMES. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE TOTAL ANNUAL VALUE STAKED PER USER OF ONLINE GAMBLING, COMPARED WITH GDP PER CAPITA
ONLINE GAMBLING: ARPU vs. GDP PER CAPITA JAN
2024 DATAREPORTAL

188. 188
26.9%
25.9% 25.7%
25.2% 24.9%
22.5%
23.1% 22.9%
22.3%
-3.7% -0.8% -1.9% -1.2% [N/A] +2.7% -0.9% -2.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE JAN
2024 CHANGE IN METHODOLOGY

189. 189
38.7%
37.7%
36.2%
32.0%
31.6%
29.4%
28.2%
26.9%
26.9%
26.7%
25.6%
25.4%
25.4%
24.7%
24.7%
24.5%
24.2%
23.9%
23.7%
23.7%
23.2%
23.2%
22.3%
22.2%
22.0%
21.6%
21.4%
21.3%
21.2%
21.0%
21.0%
21.0%
20.0%
19.6%
19.5%
19.3%
19.2%
19.0%
19.0%
18.7%
18.3%
18.0%
18.0%
17.9%
16.7%
16.3%
16.1%
15.8%
14.9%
13.0%
12.5%
11.7%
11.3%
9.8%
CHILE
COLOMBIA
MEXICO
BRAZIL
SOUTH AFRICA
PORTUGAL
ARGENTINA
IRELAND
MOROCCO
POLAND
GERMANY
GREECE
KENYA
CROATIA
PHILIPPINES
INDIA
U.A.E.
AUSTRIA
NIGERIA
TURKEY
MALAYSIA
NEW ZEALAND
WORLDWIDE
SWITZERLAND
CHINA
NORWAY
U.S.A.
ISRAEL
U.K.
CANADA
ROMANIA
SAUDI ARABIA
DENMARK
AUSTRALIA
SINGAPORE
GHANA
SPAIN
BULGARIA
VIETNAM
TAIWAN
BELGIUM
EGYPT
HUNGARY
SWEDEN
NETHERLANDS
HONG KONG
SOUTH KOREA
INDONESIA
FRANCE
ITALY
THAILAND
CZECHIA
JAPAN
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE JAN
2024

190. 190
24.1%
25.9%
25.3% 25.2%
23.8%
18.6%
20.2%
20.7%
19.9%
19.1%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE JAN
2024

191. 191
19.2%
19.9%
21.5% 21.4%
22.5%
20.9%
23.2%
23.8% 24.1%
+3.6% +8.0% -0.5% +5.1% [N/A] +11.0% +2.6% +1.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES JAN
2024 CHANGE IN METHODOLOGY

192. 192
38.8%
37.2%
35.2%
32.7%
32.3%
32.0%
31.8%
31.4%
29.9%
29.1%
28.4%
28.2%
28.2%
28.2%
27.7%
27.6%
27.6%
27.4%
27.3%
27.3%
27.2%
26.9%
26.9%
26.7%
26.0%
25.9%
25.4%
25.2%
25.0%
25.0%
24.8%
24.3%
24.1%
23.6%
23.2%
22.8%
22.6%
22.5%
22.0%
21.5%
21.3%
20.8%
18.9%
18.9%
18.9%
17.8%
17.6%
15.8%
15.4%
14.5%
12.0%
11.1%
6.1%
3.2%
U.A.E.
CROATIA
CZECHIA
HONG KONG
INDIA
IRELAND
NORWAY
U.S.A.
SPAIN
TURKEY
PORTUGAL
AUSTRALIA
GREECE
POLAND
ITALY
GERMANY
U.K.
SOUTH KOREA
AUSTRIA
BULGARIA
SINGAPORE
HUNGARY
SAUDI ARABIA
NETHERLANDS
MALAYSIA
NEW ZEALAND
CANADA
MEXICO
ROMANIA
SWEDEN
SWITZERLAND
ISRAEL
WORLDWIDE
VIETNAM
DENMARK
CHINA
BRAZIL
TAIWAN
BELGIUM
SOUTH AFRICA
CHILE
COLOMBIA
EGYPT
FRANCE
THAILAND
NIGERIA
ARGENTINA
PHILIPPINES
INDONESIA
RUSSIA
KENYA
JAPAN
MOROCCO
GHANA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES JAN
2024

193. 193
20.9%
27.9%
26.1%
20.7%
14.7%
23.2%
27.9% 27.7%
23.0%
19.0%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES JAN
2024

194. 194
14.0% 13.9%
14.7%
13.9%
14.4%
12.4%
13.6% 13.5%
13.0%
-0.7% +5.8% -5.4% +3.6% [N/A] +9.7% -0.7% -3.7%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMART WRISTBAND DEVICE (E.G. FITBIT)
OWNERSHIP OF SMART WRISTBANDS JAN
2024 CHANGE IN METHODOLOGY

195. 195
22.9%
22.1%
21.1%
19.9%
19.6%
19.3%
18.3%
17.6%
16.5%
16.5%
16.1%
14.9%
14.7%
14.6%
14.6%
14.5%
14.2%
14.1%
13.9%
13.8%
13.0%
13.0%
12.8%
12.8%
12.7%
12.5%
12.1%
12.0%
12.0%
11.8%
11.7%
11.5%
11.5%
11.5%
11.4%
11.2%
11.0%
10.8%
10.7%
10.6%
10.6%
10.1%
10.1%
8.6%
7.5%
6.7%
6.7%
6.3%
6.1%
2.9%
2.5%
1.8%
1.5%
1.2%
SPAIN
POLAND
TAIWAN
IRELAND
CHINA
NORWAY
CZECHIA
HONG KONG
PORTUGAL
ROMANIA
RUSSIA
SWEDEN
U.A.E.
BULGARIA
SINGAPORE
CROATIA
U.K.
TURKEY
MALAYSIA
NEW ZEALAND
WORLDWIDE
SWITZERLAND
DENMARK
GERMANY
AUSTRIA
MEXICO
ITALY
AUSTRALIA
COLOMBIA
BELGIUM
U.S.A.
CHILE
FRANCE
HUNGARY
CANADA
INDIA
GREECE
SAUDI ARABIA
BRAZIL
ISRAEL
VIETNAM
NETHERLANDS
SOUTH AFRICA
ARGENTINA
PHILIPPINES
SOUTH KOREA
THAILAND
EGYPT
INDONESIA
KENYA
JAPAN
MOROCCO
NIGERIA
GHANA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMART WRISTBAND DEVICE (E.G. FITBIT)
OWNERSHIP OF SMART WRISTBANDS JAN
2024

196. 196
10.7%
15.4%
15.8%
12.2%
9.9%
10.7%
14.0%
15.1%
11.8%
11.1%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO OWN A SMART WRISTBAND DEVICE (E.G. FITBIT)
OWNERSHIP OF SMART WRISTBANDS JAN
2024

197. 197
33.8%
33.2% 32.7%
31.9% 32.2%
31.0% 31.1% 31.2% 31.2%
-1.8% -1.5% -2.4% +0.9% [N/A] +0.3% +0.3% 0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA JAN
2024 CHANGE IN METHODOLOGY

198. 198
53.0%
52.3%
49.5%
46.3%
45.3%
44.0%
43.9%
42.9%
42.4%
42.1%
41.9%
41.8%
41.6%
41.5%
41.2%
40.6%
39.9%
39.9%
39.5%
38.4%
38.2%
38.1%
37.9%
36.2%
35.9%
35.9%
35.1%
34.8%
34.5%
34.3%
34.0%
34.0%
33.3%
32.9%
32.2%
32.2%
31.9%
31.7%
31.2%
31.0%
30.7%
30.2%
29.7%
26.8%
26.3%
25.5%
25.4%
24.4%
21.3%
20.8%
20.6%
20.4%
18.7%
9.9%
PORTUGAL
SPAIN
BRAZIL
CHILE
GREECE
AUSTRALIA
CANADA
SOUTH AFRICA
FRANCE
MEXICO
COLOMBIA
POLAND
ARGENTINA
NEW ZEALAND
U.S.A.
BELGIUM
IRELAND
MALAYSIA
GERMANY
U.K.
CROATIA
DENMARK
SWITZERLAND
INDONESIA
AUSTRIA
SINGAPORE
BULGARIA
PHILIPPINES
NETHERLANDS
INDIA
HONG KONG
ITALY
SOUTH KOREA
ISRAEL
CZECHIA
TURKEY
NORWAY
SWEDEN
WORLDWIDE
TAIWAN
HUNGARY
U.A.E.
ROMANIA
VIETNAM
EGYPT
RUSSIA
JAPAN
SAUDI ARABIA
GHANA
THAILAND
CHINA
KENYA
MOROCCO
NIGERIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA JAN
2024

199. 199
33.8%
30.3% 30.4%
34.3%
37.2%
28.1% 27.8%
29.1%
31.8%
36.0%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA JAN
2024

200. 200
28.3%
27.7%
27.1% 27.4% 27.2%
23.7%
24.7% 24.3% 24.0%
-2.1% -2.2% +1.1% -0.7% [N/A] +4.2% -1.6% -1.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS JAN
2024 CHANGE IN METHODOLOGY

201. 201
38.5%
37.5%
33.1%
32.8%
31.5%
31.3%
28.6%
28.4%
28.2%
27.2%
26.0%
26.0%
25.7%
25.4%
25.0%
24.7%
24.0%
23.9%
23.9%
23.8%
23.6%
23.5%
23.3%
23.2%
22.1%
21.8%
21.8%
21.6%
21.6%
21.5%
21.4%
21.0%
20.9%
20.7%
20.1%
19.6%
19.6%
19.4%
19.0%
18.6%
18.5%
17.9%
17.7%
17.2%
17.0%
16.9%
16.6%
16.3%
16.0%
15.4%
15.4%
14.7%
10.5%
6.7%
U.A.E.
RUSSIA
TURKEY
INDONESIA
INDIA
SAUDI ARABIA
SINGAPORE
VIETNAM
HONG KONG
MALAYSIA
NORWAY
U.K.
U.S.A.
IRELAND
AUSTRALIA
PORTUGAL
WORLDWIDE
SWEDEN
SWITZERLAND
GERMANY
CANADA
AUSTRIA
NETHERLANDS
CZECHIA
GHANA
CHINA
DENMARK
COLOMBIA
NEW ZEALAND
POLAND
KENYA
FRANCE
THAILAND
SOUTH AFRICA
SPAIN
ITALY
MEXICO
PHILIPPINES
GREECE
TAIWAN
BELGIUM
CHILE
BULGARIA
EGYPT
BRAZIL
ARGENTINA
HUNGARY
NIGERIA
SOUTH KOREA
CROATIA
ISRAEL
ROMANIA
JAPAN
MOROCCO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS JAN
2024

202. 202
22.3% 22.0%
19.2%
16.4% 16.4%
32.0%
29.9%
27.1%
23.5%
20.8%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS JAN
2024

203. 203
79.0%
76.8%
74.5%
71.4%
69.4%
68.9%
68.6%
66.4%
66.2%
65.2%
64.4%
64.3%
63.8%
63.6%
63.1%
61.6%
61.4%
59.9%
58.9%
58.1%
57.8%
57.3%
55.8%
55.1%
53.3%
53.1%
52.7%
52.3%
50.7%
50.5%
50.2%
49.7%
49.5%
48.8%
45.1%
44.7%
44.7%
43.8%
43.6%
40.4%
40.1%
37.2%
37.1%
36.1%
KENYA
NIGERIA
SOUTH AFRICA
PORTUGAL
AUSTRALIA
U.K.
BRAZIL
MALAYSIA
SOUTH KOREA
SINGAPORE
SPAIN
IRELAND
PHILIPPINES
U.S.A.
THAILAND
INDONESIA
CHILE
CANADA
GREECE
TURKEY
MEXICO
COLOMBIA
AVERAGE *
ARGENTINA
CROATIA
ITALY
INDIA
JAPAN
BELGIUM
HUNGARY
FRANCE
CZECHIA
ROMANIA
SWEDEN
HONG KONG
BULGARIA
NORWAY
TAIWAN
SWITZERLAND
POLAND
NETHERLANDS
GERMANY
AUSTRIA
DENMARK
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM, “DIGITAL NEWS REPORT 2023 ”. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
*NOTE: THE “AVERAGE” VALUE REPRESENTS A SIMPLE MEAN ACROSS ALL SURVEY RESPONDENTS, AND HAS NOT BEEN WEIGHTED BY THE POPULATION OR INTERNET ADOPTION RATE OF EACH COUNTRY.GLOBAL OVERVIEW PERCENTAGE OF ADULTS AGED 18+ WHO ARE CONCERNED ABOUT WHAT IS REAL OR FAKE ON THE INTERNET
CONCERNS ABOUT ONLINE MISINFORMATION JAN
2024

204. 204
59.2%
57.8% 57.6%
56.1%
58.5%
56.2%
51.5%
52.5% 52.9%
54.7%
56.0% 56.2%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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM, “DIGITAL NEWS REPORT 2023 ”. NOTE: VALUES REPRESENT A SIMPLE MEAN ACROSS ALL SURVEY RESPONDENTS IN EACH DEMOGRAPHIC, AND
HAVE NOT BEEN WEIGHTED BY THE POPULATION OR INTERNET ADOPTION RATE OF EACH COUNTRY.GLOBAL OVERVIEW PERCENTAGE OF ADULTS AGED 18+ WHO ARE CONCERNED ABOUT WHAT IS REAL OR FAKE ON THE INTERNET
CONCERNS ABOUT ONLINE MISINFORMATION JAN
2024

205. SOCIAL MEDIA

206. 206
62.3% 84.2% 94.2% 46.5% 53.5%
5.04 +1.5% +5.6% 2H 23M 6.7
BILLION +75 MILLION +266 MILLION YOY: -5.5% (-8 MINS) YOY: -6.9% (-0.5)90 SOCIAL MEDIA
USER IDENTITIES vs.
TOTAL POPULATION
SOCIAL MEDIA USER
IDENTITIES AGED 18+ vs.
POPULATION AGED 18+
SOCIAL MEDIA USER
IDENTITIES vs. INDIVIDUALS
USING THE INTERNET
FEMALE SOCIAL MEDIA USER
IDENTITIES vs. TOTAL SOCIAL
MEDIA USER IDENTITIES
MALE SOCIAL MEDIA USER
IDENTITIES vs. TOTAL SOCIAL
MEDIA USER IDENTITIES
NUMBER OF SOCIAL
MEDIA USER IDENTITIES
QUARTER-ON-QUARTER CHANGE
IN SOCIAL MEDIA USER IDENTITIES
YEAR-ON-YEAR CHANGE IN
SOCIAL MEDIA USER IDENTITIES
AVERAGE DAILY TIME SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF SOCIAL
PLATFORMS USED EACH MONTH
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; GWI (Q3 2023). NOTE: AVERAGE NUMBER OF PLATFORMS INCLUDES DATA FOR YOUTUBE.
ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARISONS WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE
ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT REPORTING PERIODS, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. COMPARABILITY: SOURCE AND METHODOLOGY
CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE JAN
2024

207. 207
25.0
42.0
95.0
150.0
226.8
295.0
431.3
501.5
627.0
715.8
937.5
1,275
1,489
1,731
1,869
2,094
2,320
2,804
3,212
3,478
3,726
4,214
4,632
4,770
5,037
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH; ARAB SOCIAL MEDIA REPORT; TECHRASA; CAFEBAZAAR.
NOTES: BASED ON ACTIVE USER FIGURES FOR THE LARGEST SOCIAL NETWORK OR INSTANT MESSAGING SERVICE BY GEOGRAPHY AT THE START OF EACH YEAR. ADVISORY: SOCIAL MEDIA USER IDENTITIES
MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF SOCIAL MEDIA USER IDENTITIES (IN MILLIONS) OVER TIME
SOCIAL MEDIA TIMELINE
FRIENDSTER
MAR 2003
FACEBOOK
FEB 2004
MYSPACE
AUG 2003 JAN
2024

208. 208
1,869
2,094
2,320
2,804
3,212
3,478
3,726
4,214
4,632
4,770
5,036
+12.0% +10.8% +20.9% +14.5% +8.3% +7.1% +13.1% +9.9% +3.0% +5.6%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH; ARAB SOCIAL MEDIA REPORT; TECHRASA; CAFEBAZAAR.
ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF SOCIAL MEDIA USER IDENTITIES (IN MILLIONS) AND ANNUAL CHANGE (NOTE: USER IDS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE OVER TIME (YOY) JAN
2024

209. 209
4,632 4,663 4,711 4,746 4,770 4,815 4,886 4,961 5,036
+0.7% +1.0% +0.7% +0.5% +0.9% +1.5% +1.6% +1.5%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT
REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF SOCIAL MEDIA USER IDENTITIES (IN MILLIONS) AND QUARTERLY CHANGE (NOTE: USER IDS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE OVER TIME (QOQ) JAN
2024

210. 210
25.6%
28.4%
31.1%
37.1%
42.0%
45.0%
47.7%
53.5%
58.3%
59.6%
62.3%
+10.7% +9.5% +19.5% +13.3% +7.1% +6.0% +12.1% +9.0% +2.1% +4.6%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH; ARAB SOCIAL MEDIA REPORT; TECHRASA; CAFEBAZAAR.
ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE
(I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF ACTIVE SOCIAL MEDIA USER IDENTITIES COMPARED WITH TOTAL POPULATION (NOTE: USER IDS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA ADOPTION RATE OVER TIME (YOY) JAN
2024

211. 211OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
60.3%
60.3%
74.0%
32.4%
34.9%
41.6%
10.1%
9.6%
15.8%
40.4%
70.4%
74.8%
81.7%
80.2%
66.4%
50.8%
65.1%
71.3%
66.0%
62.3%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT
UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS.
FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA .GLOBAL OVERVIEW SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE vs. TOTAL POPULATION JAN
2024

212. 212OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.7%
10.2%
30.1%
16.2%
0.7%
0.7%
1.2%
0.5%
1.7%
2.6%
5.0%
2.8%
2.1%
3.8%
7.2%
0.6%
2.9%
6.6%
4.5%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT
UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY:
SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USER IDENTITIES IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USER IDENTITIES
SHARE OF GLOBAL SOCIAL MEDIA USER IDENTITIES JAN
2024

213. 213OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
119.4
119.3
146.4
64.1
69.0
120.2
82.2
20.0
18.9
31.2
80.0
139.3
148.0
161.6
158.7
131.4
100.5
128.8
141.1
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. GUIDANCE: A VALUE OF 100 MEANS THAT THE SHARE OF TOTAL USERS
EQUALS THE SHARE OF GLOBAL POPULATION. A VALUE BELOW 100 MEANS THAT THE SHARE OF TOTAL USERS IS BELOW THE SHARE OF GLOBAL POPULATION. A VALUE ABOVE 100 MEANS THE SHARE OF TOTAL
USERS IS ABOVE THE SHARE OF GLOBAL POPULATION. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
DOES NOT INCLUDE DATA FOR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW EACH REGION’S SHARE OF TOTAL SOCIAL MEDIA USER IDENTITIES COMPARED WITH ITS SHARE OF THE GLOBAL POPULATION
INDEXED SHARE OF SOCIAL MEDIA USER IDENTITIES JAN
2024

214. 214OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
MALE GLOBAL AVERAGE: 53.5%
FEMALE GLOBAL AVERAGE: 46.5%
50
51
51
67
54
57
50
60
61
60
60
47
50
50
50
47
48
48
49
50
49
49
33
46
43
50
40
39
40
40
53
50
50
50
53
52
52
51
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES:
DOES NOT INCLUDE DATA FOR CUBA, IRAN, OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. SOURCE DATA ARE ONLY AVAILABLE FOR BINARY GENDERS. COMPARABILITY: SOURCE AND
METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW FEMALE AND MALE ACTIVE SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USER IDENTITIES
SOCIAL MEDIA: AUDIENCE GENDER BALANCE JAN
2024

215. 215
112.3%
94.3%
93.4%
86.2%
85.0%
85.0%
83.6%
83.1%
82.8%
81.9%
81.7%
81.6%
81.4%
80.2%
80.1%
79.7%
79.0%
78.7%
78.4%
78.4%
78.3%
78.2%
78.1%
77.4%
76.7%
74.9%
74.2%
73.5%
73.4%
73.3%
72.8%
72.6%
72.4%
71.7%
70.3%
70.1%
70.0%
69.8%
68.8%
68.3%
68.2%
67.4%
66.8%
66.8%
66.3%
62.3%
55.7%
49.9%
42.8%
40.0%
32.2%
23.5%
21.5%
16.2%
U.A.E.
SAUDI ARABIA
SOUTH KOREA
HONG KONG
SINGAPORE
NETHERLANDS
SPAIN
MALAYSIA
U.K.
CANADA
NORWAY
AUSTRIA
GERMANY
TAIWAN
SWEDEN
DENMARK
IRELAND
NEW ZEALAND
SWITZERLAND
BELGIUM
AUSTRALIA
FRANCE
JAPAN
CHILE
CZECHIA
ISRAEL
CHINA
RUSSIA
PHILIPPINES
VIETNAM
ITALY
PORTUGAL
HUNGARY
GREECE
COLOMBIA
U.S.A.
MEXICO
CROATIA
POLAND
THAILAND
ARGENTINA
ROMANIA
TURKEY
BULGARIA
BRAZIL
WORLDWIDE
MOROCCO
INDONESIA
SOUTH AFRICA
EGYPT
INDIA
KENYA
GHANA
NIGERIA
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. NOTE: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL
MEDIA PLATFORM(S) IN EACH COUNTRY. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARISONS WITH POPULATION MAY EXCEED 100% DUE TO DUPLICATE
AND FAKE ACCOUNTS, DIFFERENT REPORTING PERIODS, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE
REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF TOTAL POPULATION (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USE vs. POPULATION JAN
2024

216. 216
01UNITED ARAB EMIRATES 112.3%* 10,734,000
02BAHRAIN 97.2% 1,450,000
03KUWAIT 95.9% 4,153,000
04QATAR 95.2% 2,596,000
05SAUDI ARABIA 94.3% 35,100,500
06SOUTH KOREA 93.4% 48,336,000
07HONG KONG 86.2% 6,460,000
08LEBANON 85.6% 4,520,000
09LIBYA 85.2% 5,900,000
10SINGAPORE 85.0% 5,130,000
232NORTH KOREA
1
[N/A] [BLOCKED]
231ERITREA 0.4% 13,800
230TURKMENISTAN 1.7% 111,750
229NIGER 2.2% 611,050
228CENTRAL AFRICAN REPUBLIC 2.7% 159,500
227CHAD 5.2% 973,000
226UGANDA 5.3% 2,600,000
225ETHIOPIA 5.5% 7,050,000
224SUDAN 6.0% 2,911,500
223MALAWI 6.1% 1,300,000#HIGHEST ADOPTION vs. POP.
fi OF USER
IDENTITIES
#LOWEST ADOPTION vs. POP.
fi OF USER
IDENTITIES
LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATIONHIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATION
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. NOTES: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL
PLATFORM(S) IN EACH COUNTRY. (1) THE INTERNET IS BLOCKED IN NORTH KOREA, SO EVERYDAY CITIZENS CANNOT ACCESS SOCIAL MEDIA. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT
UNIQUE INDIVIDUALS. (*) COMPARISONS WITH POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT REPORTING PERIODS, AND DIFFERENCES BETWEEN CENSUS COUNTS
AND RESIDENT POPULATIONS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST OVERALL LEVELS OF SOCIAL MEDIA USE
SOCIAL MEDIA USE vs. TOTAL POPULATION JAN
2024

217. 217
01UNITED ARAB EMIRATES 136.4%* 10,734,000
02SAUDI ARABIA 135.0%* 35,100,500
03LIBYA 127.5%* 5,900,000
04ANGUILLA 126.1%* 16,000
05KUWAIT 125.7%* 4,153,000
06IRAQ 122.8%* 31,953,500
07NAURU 117.8%* 8,350
08QATAR 116.2%* 2,596,000
09MONGOLIA 114.0%* 2,500,000
10MALAYSIA 113.6%* 28,678,000
229NORTH KOREA
1
[N/A] [BLOCKED]
228ERITREA 0.7% 13,800
227TURKMENISTAN 2.5% 104,450
226NIGER 5.0% 610,850
225CENTRAL AFRICAN REPUBLIC 6.1% 159,350
224ETHIOPIA 10.2% 7,050,000
223UGANDA 10.7% 2,550,000
222SUDAN 11.3% 2,911,500
221CHAD 11.4% 973,000
220RWANDA 11.8% 930,000# HIGHEST ADULT ADOPTION
vs. POP.
AGE 18+
fi OF USER
IDS AGE 18+
# LOWEST ADULT ADOPTION
vs. POP.
AGE 18+
fi OF USER
IDS AGE 18+
LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATION: ADULTS AGE 18+HIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATION: ADULTS AGE 18+
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC. NOTES: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL MEDIA PLATFORM(S) IN EACH
COUNTRY. (1) THE INTERNET IS BLOCKED IN NORTH KOREA, SO EVERYDAY CITIZENS DO NOT HAVE ACCESS TO SOCIAL MEDIA. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE
INDIVIDUALS. (*) COMPARISONS WITH POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT REPORTING PERIODS, AND DIFFERENCES BETWEEN
CENSUS COUNTS AND RESIDENT POPULATIONS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE AMONGST ADULTS AGE 18+
SOCIAL MEDIA USE vs. POPULATION: AGE 18+ JAN
2024

218. 218OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA %
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
77.9%
84.4%
96.4%
62.9%
45.8%
56.8%
37.8%
29.9%
37.3%
59.7%
79.7%
83.0%
83.7%
84.9%
80.5%
72.4%
82.6%
73.6%
82.9%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; ITU; GSMA INTELLIGENCE; CIA WORLD FACTBOOK; LOCAL
GOVERNMENT AUTHORITIES. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SYRIA. REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL
FIGURES. SEE NOTES ON DATA .GLOBAL OVERVIEW SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF INTERNET USERS (NOTE: SOCIAL USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USER IDENTITIES vs. INTERNET USERS JAN
2024

219. 219
113.5%
99.7%
97.1%
96.1%
95.3%
94.2%
92.9%
92.7%
91.9%
90.1%
88.6%
88.5%
87.3%
87.1%
86.8%
85.9%
85.4%
85.3%
85.0%
84.7%
84.1%
84.0%
83.4%
83.1%
83.0%
82.7%
82.7%
82.5%
82.5%
82.3%
82.2%
81.7%
81.3%
81.3%
80.5%
79.8%
79.6%
79.2%
78.9%
78.0%
77.7%
77.3%
77.1%
76.6%
75.0%
73.6%
72.2%
61.5%
61.5%
57.5%
57.3%
55.4%
35.7%
30.8%
U.A.E.
PHILIPPINES
CHINA
SOUTH KOREA
SAUDI ARABIA
WORLDWIDE *
COLOMBIA
VIETNAM
JAPAN
HONG KONG
SINGAPORE
TAIWAN
GERMANY
SPAIN
CANADA
NETHERLANDS
MALAYSIA
AUSTRIA
CHILE
U.K.
MEXICO
PORTUGAL
FRANCE
GREECE
ITALY
CROATIA
CZECHIA
NORWAY
AUSTRALIA
BELGIUM
NEW ZEALAND
SWEDEN
RUSSIA
ISRAEL
DENMARK
IRELAND
BULGARIA
SWITZERLAND
HUNGARY
POLAND
THAILAND
TURKEY
ARGENTINA
BRAZIL
INDONESIA
ROMANIA
U.S.A.
MOROCCO
INDIA
KENYA
SOUTH AFRICA
EGYPT
NIGERIA
GHANA
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES; CNNIC; BETA RESEARCH CENTER; OCDH; ITU; GSMA INTELLIGENCE; EUROSTAT; LOCAL GOVERNMENT AUTHORITIES. NOTE: FIGURES BASED
ON THE AD REACH OF THE MOST USED SOCIAL MEDIA PLATFORM(S) IN EACH COUNTRY. ADVISORY: (*) FIGURE FOR GLOBAL SOCIAL MEDIA USE USES A DIFFERENT DATASET TO LOCAL FIGURES, SO MAY NOT
BE DIRECTLY COMPARABLE. SOCIAL USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARISONS WITH INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT
REPORTING PERIODS, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USER IDENTITIES AS A PERCENTAGE OF INTERNET USERS (NOTE: USER IDENTITIES MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USER IDENTITIES vs. INTERNET USERS JAN
2024 DATAREPORTAL

220. 220
01TURKS & CAICOS ISLANDS 132.8%* 66.4%
02RÉUNION 125.1%* 50.6%
03CAMBODIA 120.5%* 68.4%
04PALAU 117.9%* 80.0%
05NORTHERN MARIANA ISLANDS 117.2%* 59.3%
06ST. MAARTEN 115.1%* 69.0%
07UNITED ARAB EMIRATES 113.5%* 112.3%*
08COOK ISLANDS 111.3%* 60.1%
09TONGA 106.9%* 61.4%
10BRITISH VIRGIN ISLANDS 101.7%* 79.0%
231ERITREA 1.4% 0.4%
230TURKMENISTAN 4.3% 1.7%
229NIGER 13.0% 2.2%
228EQUATORIAL GUINEA 15.6% 10.4%
227RWANDA 19.0% 6.5%
226UGANDA 19.5% 5.3%
225SUDAN 20.8% 6.0%
224MALAWI 22.2% 6.1%
223DEM. REP. OF THE CONGO 22.8% 6.2%
222CHAD 23.3% 5.2%#HIGHEST ADOPTION
vs.
INTERNET
vs.
POPULATION
#LOWEST ADOPTION
vs.
INTERNET
vs.
POPULATION
LOWEST RATES OF SOCIAL MEDIA USE vs. INTERNET ADOPTIONHIGHEST RATES OF SOCIAL MEDIA USE vs. INTERNET ADOPTION
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; ITU; GSMA INTELLIGENCE; LOCAL GOVERNMENT AUTHORITIES.
NOTES: SOCIAL MEDIA ADOPTION RATE BASED ON THE AD REACH OF THE MOST USED SOCIAL PLATFORM(S) IN EACH COUNTRY. ADVISORY: SOCIAL MEDIA USER IDENTITIES MAY NOT REPRESENT UNIQUE
INDIVIDUALS. (*) COMPARISONS WITH INTERNET ADOPTION AND POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE SOCIAL MEDIA ACCOUNTS, DIFFERENT REPORTING PERIODS, AND
DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. COMPARABILITY: SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE COMPARED WITH REPORTED INTERNET ADOPTION
SOCIAL MEDIA USER IDENTITIES vs. INTERNET USERS JAN
2024

221. 221
49.5%
38.5%
34.2%
30.2%
28.7%
26.7%
26.1%
22.7%
22.7%
22.5%
22.1%
22.0%
21.3%
20.1%
19.7%KEEPING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING CONTENT (E.G. ARTICLES, VIDEOS)
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
SHARING AND DISCUSSING OPINIONS WITH OTHERS
WATCHING LIVE STREAMS
MAKING NEW CONTACTS
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
WATCHING OR FOLLOWING SPORTS
WORK-RELATED NETWORKING OR RESEARCH
FOLLOWING CELEBRITIES OR INFLUENCERS
POSTING ABOUT YOUR LIFE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO
64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA JAN
2024

222. 222
FRIENDS & FAMILY 47.5%
FILL UP SPARE TIME 43.9%
FIND CONTENT (E.G. VIDEOS)34.5%
SEE TRENDING TOPICS 32.3%
READ NEWS STORIES 29.2%
IDEAS: THINGS TO DO & BUY28.9%
INFLUENCERS & CELEBRITIES24.9%
AVOID MISSING OUT 24.5%
FIND PRODUCTS TO BUY 24.3%
MAKE NEW CONTACTS 24.2%
FRIENDS & FAMILY 50.1%
FILL UP SPARE TIME 37.6%
READ NEWS STORIES 36.9%
FIND CONTENT (E.G. VIDEOS)29.6%
SEE TRENDING TOPICS 29.2%
FIND PRODUCTS TO BUY 28.1%
IDEAS: THINGS TO DO & BUY26.9%
ACTIVITIES FOR WORK 23.9%
WATCH LIVE STREAMS 23.8%
SHARE & DISCUSS OPINIONS23.7%
FRIENDS & FAMILY 54.5%
READ NEWS STORIES 37.9%
FILL UP SPARE TIME 31.9%
FIND PRODUCTS TO BUY 24.3%
FIND CONTENT (E.G. VIDEOS)23.3%
IDEAS: THINGS TO DO & BUY21.7%
SEE TRENDING TOPICS 21.6%
SHARE & DISCUSS OPINIONS21.1%
FIND LIKE-MINDED PEOPLE18.6%
MAKE NEW CONTACTS 17.8%
FRIENDS & FAMILY 46.6%
FILL UP SPARE TIME 38.9%
READ NEWS STORIES 33.0%
FIND CONTENT (E.G. VIDEOS)31.7%
SEE TRENDING TOPICS 30.0%
IDEAS: THINGS TO DO & BUY27.9%
FIND PRODUCTS TO BUY 26.3%
WATCH LIVE STREAMS 24.7%
SEE CONTENT FROM BRANDS23.8%
WATCH OR FOLLOW SPORTS 23.7%
FRIENDS & FAMILY 52.7%
READ NEWS STORIES 37.3%
FILL UP SPARE TIME 35.7%
FIND CONTENT (E.G. VIDEOS)27.0%
FIND PRODUCTS TO BUY 26.7%
SEE TRENDING TOPICS 25.9%
IDEAS: THINGS TO DO & BUY24.5%
SHARE & DISCUSS OPINIONS22.1%
ACTIVITIES FOR WORK 21.1%
WATCH LIVE STREAMS 21.0%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS IN EACH
AGE GROUP WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PRIMARY REASONS WHY SOCIAL MEDIA USERS IN EACH AGE GROUP USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA JAN
2024

223. PARTNER CONTENT

224. from Meltwater’s State of Social Media 2024
Learn how else marketing professionals are using social in the State of Social Media 2024 report.
3 Strategy Questions
Answered PARTNER CONTENT
How are organizations using
social media marketing?
Around half of respondents use it to raise brand awareness.
What are the main challenges of
managing social media today?
More than half of marketers say that team bandwidth is their
biggest challenge.
Which channels are marketers
planning on investing in more?
LinkedIn, TikTok, and YouTube top marketers’ to-invest lists.
Download the report

225. 225
01:37
01:45
01:51
02:08
02:15
02:22
02:25 02:25 02:27
02:31
02:23
+8.2% +5.7% +15.3% +5.5% +5.2% +2.1% 0% +1.4% +2.7% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2013 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

226. 226
02:27 02:29 02:29 02:28
02:31
02:24 02:26 02:24 02:23
+1.4% 0% -0.7% +2.0% [N/A] +1.4% -1.4% -0.7%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES
ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA (QOQ) JAN
2024 CHANGE IN METHODOLOGY

227. 227
03:43 03:41
03:37
03:34
03:25
03:23
03:22
03:14
03:11
03:06
03:04
02:58
02:48
02:44
02:43
02:41
02:31
02:30
02:26
02:25
02:23
02:23
02:21
02:19
02:18
02:14
02:12
02:07
02:02
01:59
01:59
01:57
01:56
01:56
01:54
01:54
01:53
01:53
01:53
01:51
01:51
01:50
01:49
01:48
01:48
01:47
01:43
01:39
01:39
01:35
01:32
01:30
01:06
00:53
KENYA
SOUTH AFRICA
BRAZIL
PHILIPPINES
NIGERIA
COLOMBIA
CHILE
MEXICO
INDONESIA
SAUDI ARABIA
ARGENTINA
U.A.E.
MALAYSIA
TURKEY
GHANA
EGYPT
THAILAND
BULGARIA
INDIA
VIETNAM
WORLDWIDE
PORTUGAL
RUSSIA
ISRAEL
U.S.A.
SINGAPORE
MOROCCO
ROMANIA
CROATIA
NEW ZEALAND
TAIWAN
SWEDEN
CHINA
IRELAND
POLAND
SPAIN
CANADA
GREECE
NORWAY
AUSTRALIA
HONG KONG
DENMARK
U.K.
FRANCE
ITALY
HUNGARY
CZECHIA
GERMANY
SWITZERLAND
BELGIUM
AUSTRIA
NETHERLANDS
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA JAN
2024

228. 228
02:59
02:48
02:21
02:10
01:46
02:32 02:31
02:17
01:52
01:3116 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA JAN
2024

229. 229
26.3%
27.4%
29.2%
32.9% 33.3%
34.8%
36.4%
35.0% 35.2%
38.1%
35.8%
+4.2% +6.6% +12.7% +1.2% +4.5% +4.6% -3.8% +0.6% +8.2% [N/A]
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCE: GWI (Q3 2013 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
SOCIAL MEDIA?S SHARE OF ONLINE TIME (YOY) JAN
2024 DATAREPORTAL
CHANGE IN METHODOLOGY

230. 230
43.4%
42.5%
41.7%
40.2%
39.5%
39.3%
39.2%
39.2%
38.8%
38.4%
36.3%
36.0%
35.8%
35.7%
35.3%
34.8%
33.9%
33.8%
33.5%
33.4%
33.3%
32.8%
32.7%
32.6%
32.5%
32.5%
31.9%
31.8%
31.6%
31.6%
31.1%
30.9%
30.7%
30.6%
30.2%
30.1%
30.0%
29.9%
29.8%
29.7%
29.5%
29.3%
28.5%
28.1%
27.8%
27.5%
27.5%
27.3%
22.5%
20.7%
SAUDI ARABIA
MEXICO
INDONESIA
PHILIPPINES
CHILE
TURKEY
BRAZIL
SOUTH AFRICA
COLOMBIA
VIETNAM
U.A.E.
INDIA
WORLDWIDE
DENMARK
ARGENTINA
CHINA
EGYPT
MALAYSIA
FRANCE
BULGARIA
SPAIN
SINGAPORE
NORWAY
U.S.A.
GREECE
ROMANIA
SWEDEN
PORTUGAL
ISRAEL
THAILAND
IRELAND
ITALY
GERMANY
NEW ZEALAND
POLAND
U.K.
CROATIA
CANADA
SWITZERLAND
AUSTRALIA
BELGIUM
HONG KONG
HUNGARY
RUSSIA
AUSTRIA
CZECHIA
TAIWAN
NETHERLANDS
JAPAN
SOUTH KOREA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
SOCIAL MEDIA?S SHARE OF ONLINE TIME JAN
2024 DATAREPORTAL

231. 231
39.6% 39.7%
36.6%
35.2%
33.4%
35.6%
34.9% 34.3%
30.7%
29.0%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET
SOCIAL MEDIA’S SHARE OF ONLINE TIME JAN
2024

232. 232
3,049
2,491
2,000
2,000
1,562
1,336
979
800
752
750
685
619
605
558
482FACEBOOK
1
YOUTUBE
2
WHATSAPP
1
*
INSTAGRAM
1
TIKTOK
2
WECHAT
1
FB MESSENGER
2
**
TELEGRAM
1
DOUYIN
3
SNAPCHAT
1
KUAISHOU
1
TWITTER
2
WEIBO
1
QQ
1
PINTEREST
1
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) IIMEDIA. ADVISORY: USERS MAY NOT REPRESENT
UNIQUE INDIVIDUALS. COMPARABILITY: (*) THESE PLATFORMS HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS REPRESENTATIVE. (**) SOME MESSENGER
AD FORMATS ARE CURRENTLY UNAVAILABLE IN AUSTRALIA, CANADA, FRANCE, AND THE UNITED STATES, SO THE FIGURE SHOWN HERE MAY UNDER-REPRESENT FACEBOOK MESSENGER’S ACTUAL AUDIENCE.
SOURCE AND METHODOLOGY CHANGES; BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS) (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
THE WORLD’S MOST USED SOCIAL PLATFORMS
NOTE: SIGNIFICANT ANOMALIES IN THE DATA PUBLISHED IN TWITTER’S OWN AD TOOLS MEAN WE ARE CURRENTLY UNABLE TO REPORT A RELIABLE FIGURE FOR TWITTER USE, SO IT DOES NOT APPEAR IN THIS RANKING JAN
2024

233. 233
8.3
8.0
8.0
7.9
7.8
7.8
7.7
7.7
7.7
7.5
7.4
7.2
6.9
6.9
6.8
6.8
6.7
6.7
6.7
6.7
6.7
6.7
6.6
6.6
6.6
6.6
6.5
6.4
6.4
6.3
6.3
6.3
6.2
6.1
6.1
6.0
5.9
5.9
5.9
5.9
5.8
5.8
5.8
5.7
5.6
5.5
5.4
5.4
5.0
4.8
4.6
4.5
4.3
3.8
U.A.E.
BRAZIL
PHILIPPINES
MALAYSIA
SOUTH AFRICA
INDONESIA
MEXICO
INDIA
SAUDI ARABIA
COLOMBIA
TURKEY
CHILE
SINGAPORE
EGYPT
ARGENTINA
IRELAND
THAILAND
PORTUGAL
CROATIA
WORLDWIDE
U.S.A.
SWEDEN
NORWAY
HONG KONG
VIETNAM
GREECE
CHINA
CANADA
U.K.
BULGARIA
NEW ZEALAND
ROMANIA
SPAIN
AUSTRALIA
TAIWAN
ISRAEL
POLAND
SWITZERLAND
ITALY
DENMARK
FRANCE
HUNGARY
NETHERLANDS
KENYA
BELGIUM
CZECHIA
AUSTRIA
GERMANY
NIGERIA
RUSSIA
GHANA
MOROCCO
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: INCLUDES DATA FOR YOUTUBE. COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS AGED 16 TO 64 USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED JAN
2024

234. 234
7.5
7.2
6.7
5.8
5.2
7.3
7.1
6.7
6.0
5.116 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: INCLUDES DATA FOR YOUTUBE. COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED JAN
2024

235. 235
UNIQUE TO
PLATFORM
USING
FACEBOOK
USING
YOUTUBE
USING
WHATSAPP
USING
INSTAGRAM
USING
TIKTOK
USING
TELEGRAM
USING
SNAPCHAT
USING
X (TWITTER)
USING
REDDIT
USING
PINTEREST
USING
DISCORD
USING
LINKEDIN
USING
LINE
FACEBOOK USERS 0.5% 100% 74.7% 73.6% 78.9% 52.3% 44.4% 31.4% 46.1% 12.5% 33.0% 12.5% 30.5% 9.9%
YOUTUBE USERS 1.0% 75.9% 100% 70.8% 77.2% 47.8% 47.7% 30.6% 48.2% 15.0% 35.7% 16.0% 31.0% 12.1%
WHATSAPP USERS 0.7% 77.2% 75.5% 100% 78.7% 48.7% 51.0% 32.9% 45.0% 11.3% 33.9% 12.8% 31.0% 6.4%
INSTAGRAM USERS0.2% 80.8% 77.4% 76.7% 100% 52.8% 48.8% 35.6% 51.2% 13.6% 37.1% 14.6% 31.1% 10.9%
TIKTOK USERS 0.1% 81.5% 77.7% 72.2% 80.4% 100% 47.9% 35.3% 52.9% 14.7% 39.2% 15.9% 28.7% 12.8%
TELEGRAM USERS 0.1% 77.9% 82.0% 85.2% 83.7% 54.0% 100% 37.9% 55.6% 14.3% 39.0% 17.9% 36.2% 9.5%
SNAPCHAT USERS<0.1% 80.5% 80.9% 80.4% 89.4% 58.1% 55.3% 100% 56.0% 19.9% 44.6% 18.9% 37.2% 8.8%
X (TWITTER) USERS0.1% 81.2% 80.8% 75.6% 88.1% 59.9% 55.8% 38.5% 100% 19.9% 41.5% 20.5% 39.6% 15.4%
REDDIT USERS 0.1% 79.1% 82.8% 67.7% 83.7% 59.5% 51.4% 49.1% 71.3% 100% 58.2% 43.6% 52.1% 11.9%
PINTEREST USERS0.1% 79.7% 79.7% 77.9% 87.4% 60.7% 53.6% 41.9% 56.9% 22.3% 100% 20.8% 42.4% 11.2%
DISCORD USERS <0.1% 75.9% 85.7% 73.7% 86.4% 61.9% 61.7% 44.8% 70.6% 41.9% 52.2% 100% 43.4% 15.3%
LINKEDIN USERS 0.1% 85.5% 79.0% 82.9% 85.2% 51.8% 57.9% 40.7% 63.1% 23.2% 49.3% 20.1% 100% 10.6%
LINE USERS 2.9% 69.5% 80.4% 42.6% 74.8% 57.8% 38.2% 24.1% 61.4% 13.3% 32.5% 17.7% 26.5% 100%
SOURCE: GWI (Q3 2023). SEE GWI.COM . NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA . TIKTOK IS CURRENTLY BLOCKED IN INDIA, WHICH MAY RESULT IN LOWER
VALUES IN THE TIKTOK COLUMN COMPARED WITH OTHER PLATFORMS. VALUES REPRESENT THE 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. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS WHO SAY THEY DO NOT USE ANY OTHER SOCIAL NETWORK OR MESSENGER SERVICE,
INCLUDING PLATFORMS NOT FEATURED IN THIS TABLE. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ACTIVE USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS JAN
2024

236. 236
16.5%
16.1%
12.8%
12.8%
7.4%
6.6%
3.2%
2.4%
2.3%
1.7%
1.6%
1.5%
1.3%
0.9%
0.9%INSTAGRAM
WHATSAPP
FACEBOOK
WECHAT
TIKTOK
DOUYIN
X (TWITTER)
TELEGRAM
FB MESSENGER
LINE
KUAISHOU
PINTEREST
SNAPCHAT
QQ
XIAOHONGSHU
SOURCE: GWI (Q3 2023). SEE GWI.COM . NOTES: ONLY INCLUDES INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY RESPONDENTS
COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT
GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS “DOUYIN”, AS PER BYTEDANCE’S CORPORATE REPORTING OF USER NUMBERS FOR EACH PLATFORM. COMPARABILITY: METHODOLOGY CHANGES. SEE
NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR ?FAVOURITE? SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS JAN
2024

237. 237
INSTAGRAM 25.5% 20.1% 15.5% 11.9% 9.9%
WHATSAPP 12.0% 14.2% 15.6% 17.6% 19.8%
FACEBOOK 5.4% 11.5% 13.4% 14.7% 16.9%
WECHAT 8.5% 13.0% 15.3% 14.3% 12.8%
TIKTOK 14.7% 9.4% 6.8% 5.5% 4.3%
DOUYIN 5.4% 7.2% 8.6% 6.4% 4.7%
X (TWITTER) 3.8% 2.6% 1.7% 2.0% 1.7%
TELEGRAM 2.3% 2.0% 1.7% 1.7% 1.8%
FB MESSENGER 1.8% 2.6% 2.5% 2.9% 3.3%
LINE 0.6% 1.0% 1.8% 3.0% 3.8%
INSTAGRAM 26.2% 17.5% 11.2% 8.2% 6.0%
WHATSAPP 14.8% 15.5% 17.4% 19.3% 20.4%
FACEBOOK 8.4% 13.9% 15.1% 16.3% 18.4%
WECHAT 8.9% 12.6% 15.0% 15.4% 14.1%
TIKTOK 9.1% 6.3% 5.4% 4.6% 3.4%
DOUYIN 5.3% 7.7% 7.9% 5.5% 5.8%
X (TWITTER) 3.9% 4.0% 3.9% 3.4% 3.1%
TELEGRAM 3.3% 2.7% 2.6% 2.5% 2.6%
FB MESSENGER 1.7% 2.3% 2.2% 2.5% 2.3%
LINE 0.7% 1.1% 1.6% 2.6% 3.2%SOCIAL
PLATFORM
AGE
16?24
AGE
25?34
AGE
35?44
AGE
45?54
AGE
55?64
SOCIAL PLATFORM
AGE
16?24
AGE
25?34
AGE
35?44
AGE
45?54
AGE
55?64
FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST MALE INTERNET USERS
SOURCE: GWI (Q3 2023). SEE GWI.COM . NOTES: ONLY INCLUDES INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY RESPONDENTS COULD CHOOSE
FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT GWI’S VALUES FOR
TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS WHO SAY THAT EACH OPTION IS THEIR ?FAVOURITE? SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS JAN
2024

238. 238
34H 00M
28H 05M
19H 47M
17H 06M
15H 50M
8H 14M
4H 40M
3H 45M
3H 33M
3H 21M
1H 49M
0H 51MTIKTOK
YOUTUBE
FACEBOOK
WHATSAPP MESSENGER
INSTAGRAM
LINE
X (TWITTER)
TELEGRAM
SNAPCHAT
FB MESSENGER
PINTEREST
LINKEDIN
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN
01 JULY AND 30 SEPTEMBER 2023. FIGURES DO NOT INCLUDE DATA FOR CHINA, SO FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. COMPARABILITY: WORLDWIDE, ROUGHLY 70% OF CONNECTED
SMARTPHONES RUN THE ANDROID OPERATING SYSTEM. GLOBAL OVERVIEW
AVERAGE TIME PER MONTH THAT GLOBAL USERS SPENT USING EACH PLATFORM’S ANDROID APP BETWEEN 01 JULY AND 30 SEPTEMBER 2023TIME SPENT USING SOCIAL MEDIA APPS JAN
2024

239. 239
83.2%
64.1%
63.7%
62.9%
61.7%
61.6%
42.6%
42.2%
40.3%
38.2%
27.2%
25.5%WHATSAPP
FACEBOOK
YOUTUBE
LINE
TIKTOK
INSTAGRAM
FACEBOOK MESSENGER
X (TWITTER)
SNAPCHAT
TELEGRAM
PINTEREST
LINKEDIN
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: VALUES REFLECT THE AVERAGE NUMBER OF ACTIVE DAYS PER MONTH AMONGST USERS WHO OPENED THE RESPECTIVE PLATFORM’S ANDROID APP AT
LEAST ONCE DURING THE RESPECTIVE CALENDAR MONTH. DATA REPRESENT MONTHLY AVERAGES FOR THE PERIOD BETWEEN 01 JULY AND 30 SEPTEMBER 2023. FIGURES DO NOT INCLUDE DATA FOR CHINA.
FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. COMPARABILITY: WORLDWIDE, ROUGHLY 70% OF CONNECTED SMARTPHONES RUN THE ANDROID OPERATING SYSTEM. GLOBAL OVERVIEW
PERCENTAGE OF DAYS BETWEEN 01 JULY AND 30 SEPTEMBER 2023 THAT MONTHLY ACTIVE USERS OF THE RESPECTIVE ANDROID APP OPENED THAT APPDAILY USE OF SOCIAL MEDIA APPS JAN
2024

240. 240
929.9
366.4
347.8
343.7
320.3
227.5
183.9
166.6
153.9
127.8
50.0
41.9WHATSAPP
LINE
INSTAGRAM
TIKTOK
FACEBOOK
YOUTUBE
FACEBOOK MESSENGER
TELEGRAM
SNAPCHAT
X (TWITTER)
PINTEREST
LINKEDIN
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: “ACTIVE USERS” DENOTE USERS WHO OPEN THE RESPECTIVE PLATFORM’S APP ON AN ANDROID PHONE AT LEAST ONCE IN A GIVEN CALENDAR MONTH.
FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE RESPECTIVE PLATFORM’S ANDROID APP OPENED THAT APP EACH MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. FIGURES
DO NOT INCLUDE DATA FOR CHINA. FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. COMPARABILITY: WORLDWIDE, ROUGHLY 70% OF CONNECTED SMARTPHONES RUN THE ANDROID OPERATING
SYSTEM. GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF EACH PLATFORM’S ANDROID APP OPEN THE RESPECTIVE APP EACH MONTH
MONTHLY SOCIAL MEDIA APP SESSIONS JAN
2024

241. 241
07M 25S
05M 56S
03M 42S
02M 44S
02M 11S
02M 11S
01M 23S
01M 21S
01M 21S
01M 13S
01M 06S
01M 06SYOUTUBE
TIKTOK
FACEBOOK
INSTAGRAM
PINTEREST
X (TWITTER)
SNAPCHAT
TELEGRAM
LINE
LINKEDIN
WHATSAPP
FACEBOOK MESSENGER
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: FIGURES REPRESENT THE AVERAGE AMOUNT OF TIME THAT USERS SPENT USING THE RESPECTIVE PLATFORM’S ANDROID APP EACH TIME THEY OPENED
THAT APP BETWEEN 01 JULY AND 30 SEPTEMBER 2023. FIGURES DO NOT INCLUDE DATA FOR CHINA. FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. COMPARABILITY: WORLDWIDE, ROUGHLY 70% OF
CONNECTED SMARTPHONES RUN THE ANDROID OPERATING SYSTEM. GLOBAL OVERVIEW AVERAGE SESSION DURATION (IN MINUTES AND SECONDS) EACH TIME A USER OPENS THE RESPECTIVE PLATFORM’S ANDROID APP
SOCIAL MEDIA APP SESSION DURATION JAN
2024

242. 242
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
ENTERTAINING CONTENT
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
KEEP UP TO DATE WITH
NEWS AND CURRENT EVENTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK 54.9% 54.3% 58.7% 72.6% 63.5%
INSTAGRAM 64.8% 62.7% 52.5% 58.3% 70.4%
TIKTOK 80.3% 44.9% 39.0% 17.9% 39.4%
LINKEDIN 10.0% 24.1% 27.7% 11.7% 14.7%
SNAPCHAT 35.1% 22.1% 21.1% 38.7% 42.9%
X (TWITTER) 34.9% 35.7% 60.6% 19.0% 27.2%
REDDIT 33.0% 28.7% 31.0% 7.4% 13.0%
PINTEREST 20.9% 36.6% 13.3% 6.0% 13.6%
SOURCE: GWI (Q3 2023). SEE GWI.COM . NOTES: DOES NOT INCLUDE DATA FOR USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY HAVE USED
THE SOCIAL MEDIA PLATFORM DETAILED IN THE LEFTMOST COLUMN OF EACH ROW AT LEAST ONCE IN THE PAST MONTH, AND WHO ALSO SAY THAT THEY USE THAT PLATFORM FOR THE ACTIVITY DETAILED IN
THE ROW AT THE TOP OF EACH COLUMN. TABLE VALUES IN BOLD ORANGE TEXT IDENTIFY THE TOP VALUE IN EACH ROW, AND DENOTE THE MOST POPULAR ACTIVITY AMONGST USERS OF EACH PLATFORM.
COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ACTIVE USERS OF EACH SOCIAL MEDIA PLATFORM AGED 16 TO 64 WHO SAY THEY USE THAT PLATFORM FOR EACH KIND OF ACTIVITY
SOCIAL MEDIA ACTIVITIES BY PLATFORM JAN
2024

243. 243
50.8% 50.6% 50.9% 50.3% 49.5%
47.7%
48.8% 48.6% 48.9%
-0.4% +0.6% -1.2% -1.6% [N/A] +2.3% -0.4% +0.6%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: FIGURES REPRESENT THE SHARE OF SOCIAL MEDIA
USERS AGED 16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS TO DO AND BUY;
FINDING PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF
20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA JAN
2024 CHANGE IN METHODOLOGY

244. 244
64.5% 64.5%
62.8%
61.5%
60.0%
58.7%
57.4%
56.8%
56.5%
56.4%
55.8%
55.5%
55.1%
54.2%
53.9%
53.7%
53.2%
52.5%
52.3%
52.1%
52.1%
50.8%
49.7%
49.2%
48.9%
48.3%
47.7%
47.3%
47.1%
46.7%
46.7%
46.6%
46.0%
43.7%
43.5%
43.4%
43.1%
42.8%
42.4%
42.4%
42.3%
42.0%
42.0%
41.9%
41.9%
41.5%
40.6%
39.5%
38.5%
38.0%
37.7%
34.6%
30.7%
28.6%
BRAZIL
SOUTH AFRICA
INDONESIA
MALAYSIA
PHILIPPINES
CHILE
TURKEY
COLOMBIA
CROATIA
GREECE
MEXICO
PORTUGAL
ARGENTINA
GHANA
ROMANIA
THAILAND
U.A.E.
VIETNAM
BULGARIA
ISRAEL
POLAND
INDIA
HONG KONG
KENYA
WORLDWIDE
SAUDI ARABIA
ITALY
SPAIN
CZECHIA
CHINA
SWEDEN
IRELAND
NIGERIA
SINGAPORE
DENMARK
HUNGARY
U.S.A.
AUSTRALIA
CANADA
GERMANY
RUSSIA
SWITZERLAND
TAIWAN
EGYPT
NORWAY
NEW ZEALAND
AUSTRIA
NETHERLANDS
BELGIUM
U.K.
FRANCE
MOROCCO
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES REPRESENT THE SHARE OF SOCIAL MEDIA USERS AGED
16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS TO DO AND BUY; FINDING
PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA JAN
2024

245. 245
56.3% 56.0%
53.7%
50.1%
44.2%
45.2%
46.8% 47.2%
42.9%
38.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES REPRESENT THE SHARE OF SOCIAL MEDIA USERS AGED
16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS TO DO AND BUY; FINDING
PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA JAN
2024

246. 246
76.1% 75.4% 75.0% 75.1% 74.7%
72.8% 73.7% 73.8% 73.9%
-0.9% -0.5% +0.1% -0.5% [N/A] +1.2% +0.1% +0.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: VALUES REPRESENT PEOPLE WHO SAY THAT THEY
RESEARCH POTENTIAL PURCHASES ON AT LEAST ONE OF THE FOLLOWING: SOCIAL NETWORKS, Q&A SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-
BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS, VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE
CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA TO RESEARCH BRANDS AND PRODUCTS THEY’RE CONSIDERING BUYING
USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN
2024 CHANGE IN METHODOLOGY

247. 247
97.4%
94.5%
92.2%
91.2%
81.8%
81.8%
81.6%
81.2%
80.9%
79.2%
79.1%
78.4%
78.2%
78.0%
78.0%
77.3%
76.8%
76.5%
75.1%
74.4%
74.3%
73.9%
70.2%
70.2%
69.7%
69.2%
69.2%
68.2%
67.4%
65.6%
64.9%
64.5%
64.4%
64.3%
63.1%
62.2%
60.7%
59.9%
59.5%
58.3%
58.1%
58.0%
55.7%
55.1%
55.0%
54.7%
53.8%
52.8%
51.0%
50.8%
49.4%
49.2%
48.9%
47.2%
NIGERIA GHANA
KENYA
MOROCCO
COLOMBIA
SAUDI ARABIA
MEXICO
VIETNAM
INDONESIA
PHILIPPINES
INDIA
EGYPT
CHINA
SOUTH AFRICA
U.A.E.
BRAZIL
MALAYSIA
ARGENTINA
CHILE
TURKEY
ISRAEL
WORLDWIDE
BULGARIA
THAILAND
HONG KONG
CROATIA
TAIWAN
PORTUGAL
GREECE
POLAND
SINGAPORE
SPAIN
ROMANIA
NORWAY
HUNGARY
U.S.A.
CANADA
IRELAND
RUSSIA
NEW ZEALAND
AUSTRALIA
ITALY
FRANCE
CZECHIA
U.K.
DENMARK
SWEDEN
SOUTH KOREA
JAPAN
GERMANY
BELGIUM
SWITZERLAND
NETHERLANDS
AUSTRIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT PEOPLE WHO SAY THAT THEY RESEARCH
BRANDS AND PRODUCTS THAT THEY’RE CONSIDERING BUYING ON AT LEAST ONE OF THE FOLLOWING: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS,
MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS, VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST).
COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA TO RESEARCH BRANDS AND PRODUCTS THEY’RE CONSIDERING BUYING
USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN
2024

248. 248
81.5%
80.1%
75.2%
68.2%
59.6%
78.3% 77.8%
74.5%
66.3%
56.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT PEOPLE WHO SAY THAT THEY RESEARCH
BRANDS AND PRODUCTS THAT THEY’RE CONSIDERING BUYING ON AT LEAST ONE OF THE FOLLOWING: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS,
MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS, VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST).
COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA TO RESEARCH BRANDS AND PRODUCTS THEY’RE CONSIDERING BUYING
USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN
2024

249. 249
13.5% 12.9% 12.4% 9.2%
YOY: -14.0% (-220 BPS) YOY: -16.2% (-250 BPS) YOY: -8.8% (-120 BPS) YOY: -12.4% (-130 BPS)
73.9% 46.0% 18.6% 14.6%
YOY: -1.1% (-80 BPS) YOY: +6.7% (+290 BPS) YOY: -9.7% (-200 BPS) YOY: -9.9% (-160 BPS) ANY KIND OF SOCIAL
MEDIA PLATFORM
SOCIAL
NETWORKS
QUESTION & ANSWER
SITES (E.G. QUORA)
MESSAGING AND
LIVE CHAT SERVICES
FORUMS AND
MESSAGE BOARDS
MICRO-BLOGS
(E.G. X / TWITTER)
VLOGS (BLOGS IN
A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE
AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS
ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). COMPARABILITY:
METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN
2024

250. 250
83.1%
62.7%
54.3%
44.9%
36.6%
35.7%
28.7%
24.1%
22.1%ANY OF THESE 8 PLATFORMS
INSTAGRAM
FACEBOOK
TIKTOK
PINTEREST
X (TWITTER)
REDDIT
LINKEDIN
SNAPCHAT
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO
64 WHO SAY THAT THEY HAVE USED EACH RESPECTIVE SOCIAL MEDIA PLATFORM AT LEAST ONCE IN THE PAST 30 DAYS, AND WHO ALSO SAY THAT THEY USE THAT RESPECTIVE PLATFORM TO FOLLOW OR FIND
INFORMATION ABOUT PRODUCTS AND BRANDS. DOES NOT INCLUDE DATA FOR USERS IN CHINA. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF ACTIVE USERS OF EACH PLATFORM AGED 16 TO 64 WHO USE EACH PLATFORM TO FOLLOW OR RESEARCH BRANDS AND PRODUCTS
BRAND RESEARCH BY SOCIAL PLATFORM JAN
2024

251. 251
43.5% 43.7% 43.7% 43.3% 43.1%
44.0% 44.6%
45.5% 46.0%
+0.5% 0% -0.9% -0.5% [N/A] +1.4% +2.0% +1.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: VALUES REPRESENT PEOPLE WHO SAY THAT THEY
USE SOCIAL NETWORKS WHEN RESEARCHING BRANDS AND PRODUCTS THAT THEY’RE CONSIDERING BUYING. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE
(I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL NETWORKS TO RESEARCH POTENTIAL PURCHASES
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH JAN
2024 CHANGE IN METHODOLOGY

252. 252
84.3%
79.2%
76.1%
72.2%
65.5%
63.7%
63.0%
60.9%
60.3%
59.8%
58.6%
57.2%
56.2%
54.8%
54.2%
53.6%
52.6%
50.5%
50.1%
48.8%
48.6%
48.5%
46.0%
44.7%
44.3%
42.6%
41.9%
41.8%
41.3%
40.6%
40.4%
39.5%
38.3%
37.4%
36.9%
36.9%
36.6%
35.5%
35.3%
34.9%
34.0%
33.6%
33.3%
32.9%
32.9%
32.1%
30.4%
30.2%
30.0%
29.7%
28.7%
27.2%
25.4%
22.7%
NIGERIA
MOROCCO
GHANA
KENYA
COLOMBIA
MEXICO
INDONESIA
BRAZIL
SOUTH AFRICA
ARGENTINA
CHILE
VIETNAM
SAUDI ARABIA
PHILIPPINES
ISRAEL
EGYPT
MALAYSIA
U.A.E.
INDIA
BULGARIA
TURKEY
PORTUGAL
WORLDWIDE
CROATIA
THAILAND
SPAIN
GREECE
POLAND
RUSSIA
TAIWAN
ROMANIA
HONG KONG
CZECHIA
HUNGARY
CHINA
SWEDEN
U.S.A.
NORWAY
IRELAND
NEW ZEALAND
AUSTRALIA
GERMANY
SINGAPORE
CANADA
ITALY
FRANCE
U.K.
BELGIUM
DENMARK
AUSTRIA
JAPAN
SWITZERLAND
NETHERLANDS
SOUTH KOREA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT PEOPLE WHO SAY THAT THEY USE SOCIAL
NETWORKS WHEN RESEARCHING BRANDS AND PRODUCTS THAT THEY’RE CONSIDERING BUYING. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL NETWORKS TO RESEARCH POTENTIAL PURCHASES
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH JAN
2024

253. 253
53.0% 52.6%
48.0%
41.1%
33.5%
49.2%
48.3%
45.4%
40.0%
31.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT PEOPLE WHO SAY THAT THEY USE SOCIAL
NETWORKS WHEN RESEARCHING BRANDS AND PRODUCTS THAT THEY’RE CONSIDERING BUYING. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE SOCIAL NETWORKS TO RESEARCH POTENTIAL PURCHASES
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH JAN
2024

254. 254
0.70% 0.55% 0.22% 0.07% 0.04%
-9.1% (-7 BPS) +83.3% (+25 BPS) -15.4% (-4 BPS) -30.0% (-3 BPS) -42.9% (-3 BPS)
64.79% 10.03% 9.97% 7.75% 5.88%
-4.3% (-288 BPS) -5.1% (-54 BPS) +51.3% (+338 BPS) -25.1% (-260 BPS) +77.1% (+256 BPS) REDDIT LINKEDIN TUMBLR VKONTAKTE OTHER
FACEBOOK INSTAGRAM PINTEREST X (TWITTER) YOUTUBE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF
AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL
WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN DECEMBER 2023 . PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.GLOBAL OVERVIEWGLOBAL OVERVIEW SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE)
WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA JAN
2024

255. 255
64.6%
81.0%
83.0%
86.0%
75.5%
66.3%
64.2%
68.4%
76.5%
67.7%
64.8%
+25.4% +2.4% +3.7% -12.1% -12.2% -3.2% +6.5% +11.8% -11.5% -4.3%
DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SOURCE: STATCOUNTER. NOTES: DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT FACEBOOK?S SHARE OF AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE
SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON FACEBOOK AS A PERCENTAGE OF TOTAL WEB PAGE TRAFFIC ARRIVING FROM THE AVAILABLE
SELECTION OF SOCIAL MEDIA PLATFORMS. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR 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. GLOBAL OVERVIEW WEB TRAFFIC REFERRED BY FACEBOOK AS A PERCENTAGE OF WEB TRAFFIC REFERRED BY SOCIAL MEDIA PLATFORMS (ANY DEVICE)
FACEBOOK?S SHARE OF SOCIAL MEDIA REFERRALS JAN
2024

256. 256
47.8%
29.4%
28.0%
26.9%
26.7%
25.1%
22.6%
21.5%
21.4%
20.0%
19.3%
18.5%
16.2%
15.7%
15.6%FRIENDS, FAMILY, OR OTHER PEOPLE YOU KNOW
ACTORS, COMEDIANS, OR OTHER PERFORMERS
ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS
TV SHOWS OR CHANNELS
BANDS, SINGERS, OR OTHER MUSICIANS
RESTAURANTS, CHEFS, OR FOOD PERSONALITIES
INFLUENCERS OR OTHER EXPERTS
SPORTS PEOPLE AND TEAMS
COMPANIES AND BRANDS YOU PURCHASE FROM
CONTACTS RELEVANT TO YOUR WORK
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
COMPANIES RELEVANT TO YOUR WORK
BEAUTY EXPERTS
FITNESS EXPERTS OR ORGANISATIONS
JOURNALISTS OR NEWS COMPANIES
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
SOCIAL MEDIA ACCOUNT TYPES FOLLOWED JAN
2024

257. 257
23.1% 23.0% 22.8%
22.4% 22.1%
21.2%
22.2%
20.9%
22.6%
-0.4% -0.9% -1.8% -1.3% [N/A] +4.7% -5.9% +8.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA JAN
2024 CHANGE IN METHODOLOGY

258. 258
43.9% 43.5%
41.0%
35.6%
34.1%
32.7%
30.8%
30.4%
29.3%
28.9%
28.3%
27.5%
27.3%
27.2%
27.1%
26.9%
26.9%
26.7%
26.5%
25.3%
25.2%
24.1%
23.8%
23.6%
23.6%
22.8%
22.7%
22.6%
22.5%
22.3%
22.2%
22.1%
21.8%
21.0%
21.0%
20.9%
20.4%
20.3%
20.0%
19.8%
19.7%
19.2%
19.1%
18.9%
18.9%
18.7%
18.5%
18.2%
17.1%
16.4%
14.3%
14.2%
12.2%
6.7%
PHILIPPINES
NIGERIA
BRAZIL
MOROCCO
SOUTH AFRICA
INDONESIA
PORTUGAL
MALAYSIA
U.A.E.
CHILE
COLOMBIA
ARGENTINA
IRELAND
MEXICO
SAUDI ARABIA
KENYA
NEW ZEALAND
EGYPT
SPAIN
NORWAY
SWEDEN
U.S.A.
POLAND
HONG KONG
INDIA
AUSTRALIA
ITALY
WORLDWIDE
CANADA
SWITZERLAND
GREECE
GERMANY
ISRAEL
GHANA
THAILAND
SOUTH KOREA
FRANCE
SINGAPORE
ROMANIA
U.K.
AUSTRIA
DENMARK
CROATIA
NETHERLANDS
TAIWAN
BULGARIA
BELGIUM
VIETNAM
HUNGARY
JAPAN
CZECHIA
CHINA
TURKEY
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA JAN
2024

259. 259
32.5%
27.1%
22.9%
19.1%
13.9%
25.8%
22.7%
20.7%
16.2%
12.8%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA JAN
2024

260. 260
26.7%
25.6% 25.6%
25.2% 25.5%
23.4% 23.3% 23.7% 23.8%
-4.1% 0% -1.6% +1.2% [N/A] -0.4% +1.7% +0.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY WATCH VLOGS OR INFLUENCER VIDEOS EACH WEEK
WATCHING VLOGS JAN
2024 CHANGE IN METHODOLOGY

261. 261
50.7%
32.7%
31.9%
30.9%
30.4%
30.1%
30.0%
26.6%
26.3%
25.7%
24.8%
24.5%
23.8%
22.8%
21.6%
21.0%
21.0%
20.9%
20.1%
20.1%
19.7%
19.7%
18.5%
18.3%
18.3%
18.3%
18.0%
17.9%
17.6%
17.5%
17.4%
17.1%
16.9%
16.9%
16.7%
16.5%
16.4%
15.9%
15.8%
15.6%
15.5%
15.4%
15.0%
14.9%
14.8%
14.5%
14.5%
14.4%
14.2%
13.3%
10.4%
10.1%
9.0%
7.0%
PHILIPPINES MOROCCO
INDIA
U.A.E.
INDONESIA
TAIWAN
BRAZIL
MALAYSIA
SOUTH AFRICA
CHINA
HONG KONG
MEXICO
WORLDWIDE
SAUDI ARABIA
SPAIN
NIGERIA
THAILAND
KENYA
NEW ZEALAND
PORTUGAL
COLOMBIA
ROMANIA
SWEDEN
IRELAND
SINGAPORE
SOUTH KOREA
EGYPT
NORWAY
NETHERLANDS
U.S.A.
AUSTRALIA
TURKEY
BULGARIA
CANADA
ISRAEL
ARGENTINA
POLAND
CHILE
GERMANY
SWITZERLAND
CROATIA
ITALY
FRANCE
VIETNAM
AUSTRIA
BELGIUM
U.K.
GHANA
HUNGARY
DENMARK
RUSSIA
GREECE
CZECHIA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY WATCH VLOGS OR INFLUENCER VIDEOS EACH WEEK
WATCHING VLOGS JAN
2024 DATAREPORTAL

262. 262
36.1%
30.0%
23.7%
17.2%
12.5%
26.6%
25.3%
22.7%
17.0%
11.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO SAY THAT THEY WATCH VLOGS OR INFLUENCER VIDEOS EACH WEEK
WATCHING VLOGS JAN
2024

263. 263
41.5% 40.9% 40.6% 40.4%
39.6%
37.5%
38.5%
37.6% 37.9%
-1.4% -0.7% -0.5% -2.0% [N/A] +2.7% -2.3% +0.8%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES JAN
2024 CHANGE IN METHODOLOGY

264. 264
51.9%
48.9%
46.9%
46.0%
45.5%
45.3%
43.9%
43.6%
43.5%
42.8%
42.6%
42.6%
42.2%
42.2%
42.0%
41.7%
40.1%
39.5%
39.2%
39.1%
37.9%
37.9%
37.9%
37.7%
37.5%
33.8%
33.0%
32.8%
31.9%
31.3%
30.8%
30.4%
30.4%
30.4%
30.1%
29.4%
29.2%
29.1%
28.9%
28.9%
28.7%
28.3%
27.9%
27.8%
27.7%
27.6%
27.4%
26.3%
26.1%
22.6%
22.5%
20.3%
15.6%
9.7%
SOUTH AFRICA
U.A.E.
BRAZIL
COLOMBIA
CHILE
GREECE
GHANA
INDIA
PHILIPPINES
EGYPT
MEXICO
VIETNAM
CHINA
MALAYSIA
KENYA
INDONESIA
ARGENTINA
BULGARIA
MOROCCO
NIGERIA
WORLDWIDE
ISRAEL
SAUDI ARABIA
PORTUGAL
TURKEY
HUNGARY
SPAIN
NORWAY
ROMANIA
IRELAND
CANADA
HONG KONG
SINGAPORE
SWEDEN
CZECHIA
CROATIA
NEW ZEALAND
AUSTRALIA
POLAND
TAIWAN
THAILAND
DENMARK
ITALY
U.S.A.
U.K.
NETHERLANDS
SWITZERLAND
RUSSIA
AUSTRIA
BELGIUM
FRANCE
GERMANY
SOUTH KOREA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: FIGURES REPRESENT THE SHARE OF INTERNET USERS WHO HAVE
USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. IN THIS CONTEXT, “WORK-RELATED ACTIVITIES” INCLUDE USING SOCIAL MEDIA FOR WORK-RELATED NETWORKING AND RESEARCH, AND
FOLLOWING CONTACTS OR COMPANIES THAT ARE RELEVANT TO WORK. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES JAN
2024

265. 265
34.1%
39.8%
40.9%
35.0%
27.2%
34.3%
41.9%
43.5%
40.1%
33.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: FIGURES REPRESENT THE SHARE OF INTERNET USERS WHO HAVE
USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. IN THIS CONTEXT, “WORK-RELATED ACTIVITIES” INCLUDE USING SOCIAL MEDIA FOR WORK-RELATED NETWORKING AND RESEARCH, AND
FOLLOWING CONTACTS OR COMPANIES THAT ARE RELEVANT TO WORK. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES JAN
2024

266. 266
35.9% 35.5% 35.6% 35.4%
34.2% 34.5% 34.6% 34.1% 34.2%
-1.1% +0.3% -0.6% -3.4% [N/A] +0.3% -1.4% +0.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS JAN
2024 CHANGE IN METHODOLOGY

267. 267
54.6%
52.9%
52.7%
52.7%
51.2%
49.9%
49.1%
48.7%
48.5%
48.5%
48.4%
47.5%
46.4%
44.9%
44.4%
43.2%
41.6%
40.6%
40.2%
39.2%
39.2%
39.1%
37.9%
37.2%
36.4%
35.7%
35.7%
35.6%
35.3%
34.9%
34.6%
34.2%
33.0%
33.0%
32.8%
32.6%
32.4%
32.4%
31.0%
31.0%
30.0%
30.0%
29.9%
28.7%
27.7%
27.5%
26.5%
26.3%
25.2%
25.2%
24.3%
23.6%
22.4%
17.9%
GREECE
POLAND
BRAZIL
TURKEY
NIGERIA
PORTUGAL
COLOMBIA
CZECHIA
ARGENTINA
VIETNAM
CHILE
ITALY
SOUTH AFRICA
MEXICO
MALAYSIA
SPAIN
PHILIPPINES
GHANA
INDONESIA
GERMANY
THAILAND
AUSTRIA
ROMANIA
HUNGARY
RUSSIA
KENYA
SWEDEN
CROATIA
IRELAND
SWITZERLAND
BULGARIA
WORLDWIDE
BELGIUM
INDIA
U.A.E.
SINGAPORE
HONG KONG
NETHERLANDS
CANADA
FRANCE
DENMARK
NEW ZEALAND
NORWAY
MOROCCO
U.S.A.
U.K.
TAIWAN
AUSTRALIA
CHINA
SAUDI ARABIA
JAPAN
ISRAEL
EGYPT
SOUTH KOREA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT SHARE OF INTERNET USERS AGED 16 TO 64
WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS JAN
2024

268. 268
29.2%
32.3%
36.5% 36.1%
36.9%
29.2%
33.6%
37.2%
38.4% 38.9%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: VALUES REPRESENT SHARE OF INTERNET USERS AGED 16 TO 64
WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS JAN
2024

269. FACEBOOK

270. 270
57.0% 48.1% 68.4% 71.9%
3.05 37.7% +0.6% +3.1%
BILLION +19 MILLION +91 MILLION90 TOTAL FACEBOOK MAU
vs. TOTAL INTERNET USERS
TOTAL FACEBOOK MAU
vs. POPULATION AGED 13+
FACEBOOK DAILY ACTIVE USERS
vs. MONTHLY ACTIVE USERS
FACEBOOK ADVERTISING REACH
vs. TOTAL FACEBOOK MAU
TOTAL MONTHLY ACTIVE
FACEBOOK USERS (MAU)
TOTAL FACEBOOK MAU
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN TOTAL FACEBOOK MAU
YEAR-ON-YEAR CHANGE
IN TOTAL FACEBOOK MAU
SOURCES: META’S INVESTOR EARNINGS ANNOUNCEMENTS AND ADVERTISING RESOURCES; KEPIOS ANALYSIS. COMPARABILITY: USER FIGURES SHOWN ON THIS CHART REPRESENT MONTHLY ACTIVE
USERS, AND ARE DIFFERENT TO THE FACEBOOK ADVERTISING AUDIENCE REACH FIGURES SHOWN ELSEWHERE IN THIS REPORT. SEE NOTES ON DATA FOR DETAILS OF WHY ADVERTISING REACH DOES NOT
EQUATE TO THE TOTAL MAU FIGURE.GLOBAL OVERVIEW FACEBOOK’S TOTAL MONTHLY ACTIVE USER BASE, BASED ON DATA PUBLISHED IN THE COMPANY’S INVESTOR EARNINGS REPORTS
FACEBOOK: MONTHLY ACTIVE USERS JAN
2024

271. 271
1,189
1,350
1,545
1,788
2,072
2,271
2,449
2,740
2,910
2,958
3,049
+13.5% +14.4% +15.7% +15.9% +9.6% +7.8% +11.9% +6.2% +1.6% +3.1%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS. GLOBAL OVERVIEW MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS), AND RELATIVE CHANGE OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
FACEBOOK MONTHLY ACTIVE USERS (YOY)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

272. 272
2,910 2,912 2,936 2,934 2,958 2,963 2,989 3,030 3,049
+0.1% +0.8% -0.1% +0.8% +0.2% +0.9% +1.4% +0.6%
OCT JAN APR JUL OCT JAN APR JUL OCT
2021 2022 2022 2022 2022 2023 2023 2023 2023SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS. GLOBAL OVERVIEW MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS), AND RELATIVE CHANGE OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
FACEBOOK MONTHLY ACTIVE USERS (QOQ)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

273. 273
43.2% 56.8% 38.5% 32.9% 43.7%
2.19 27.1% 41.0% -5.0% +10.5%
BILLION -116 MILLION +209 MILLION90 SHARE: FEMALE FACEBOOK
AD REACH vs. OVERALL
FACEBOOK AD REACH
SHARE: MALE FACEBOOK
AD REACH vs. OVERALL
FACEBOOK AD REACH
ADOPTION: OVERALL FACEBOOK
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE FACEBOOK
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE FACEBOOK
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: BASED ON MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ONLY AVAILABLE FOR “FEMALE” AND “MALE”. SOURCE DATA FOR REACH
BY GENDER MAY NOT SUM TO PUBLISHED TOTAL. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION
AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY:
BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA . GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

274. 274
2,109 2,141 2,168
2,079
1,983
2,249 2,232
2,308
2,192
+1.5% +1.2% -4.1% -4.6% +13.4% -0.8% +3.4% -5.0%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH
THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, BASE REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH,
AND SUCH ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA . GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
FACEBOOK: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

275. 275OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
1.0%
17.7%
2.3%
22.3%
0.3%
1.3%
2.2%
0.9%
3.2%
4.8%
2.6%
3.1%
2.6%
3.4%
11.6%
0.6%
5.3%
9.8%
5.0%
SOURCE: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: FIGURES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT MATCH THE TOTAL ACTIVE USER BASE.
COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA . GLOBAL OVERVIEW POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

276. 276
9.5%
12.7%
8.6%
5.5%
3.8%
3.2%
13.7%
18.3%
11.5%
6.4%
3.8%
2.8%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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: VALUES
MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: META’S TOOLS ALSO PUBLISH REACH DATA FOR AUDIENCES AGED 13 TO
17, BUT THE DATA FOR THAT AGE RANGE NO LONGER SHOWS SPLITS BY GENDER. AS A RESULT, FIGURES SHOWN HERE MAY NOT SUM TO 100%. SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES
SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

277. 277
0.1% 0.4%
0.6%
0.8%
1.3%
40.5%
45.1%
49.6%
55.9%
59.1%
99.9%
64.5%
63.9%
58.9%
59.7%
70.0%
61.4%
55.2%
51.7%
46.0%
58.3%
43.2%
44.3%
51.5%
39.2%
41.6%
37.8%
36.1%
35.7%
34.1%
42.9%
31.7%
32.2%
31.2%
29.7%
30.7%
27.5%
25.3%
26.1%
24.7%
28.5%
23.5%
23.5%
22.4%
22.1%
22.4%
20.7%
20.4%
20.6%
21.0%
24.6%
19.3%
15.8%
AGE 13 AGE 14
AGE 15
AGE 16
AGE 17
AGE 18
AGE 19
AGE 20
AGE 21
AGE 22
AGE 23
AGE 24
AGE 25
AGE 26
AGE 27
AGE 28
AGE 29
AGE 30
AGE 31
AGE 32
AGE 33
AGE 34
AGE 35
AGE 36
AGE 37
AGE 38
AGE 39
AGE 40
AGE 41
AGE 42
AGE 43
AGE 44
AGE 45
AGE 46
AGE 47
AGE 48
AGE 49
AGE 50
AGE 51
AGE 52
AGE 53
AGE 54
AGE 55
AGE 56
AGE 57
AGE 58
AGE 59
AGE 60
AGE 61
AGE 62
AGE 63
AGE 64
AGE 65+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE
ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL GLOBAL REACH OF FACEBOOK ADS AT EACH AGE, COMPARED WITH THE TOTAL GLOBAL POPULATION AT THE SAME AGE
FACEBOOK ADVERTISING REACH RATE BY AGE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

278. 278
115.6%
113.5%
99.2%
98.1%
94.1%
88.4%
85.8%
83.7%
83.6%
83.4%
80.8%
79.6%
77.7%
77.1%
72.4%
71.6%
71.4%
71.3%
71.2%
69.8%
69.1%
68.9%
67.5%
67.1%
67.1%
64.5%
64.1%
64.1%
61.5%
60.0%
58.9%
58.2%
58.1%
56.8%
56.1%
56.0%
55.2%
54.8%
52.2%
51.5%
51.2%
48.1%
42.1%
41.9%
41.1%
38.5%
37.5%
36.3%
34.5%
32.0%
18.8%
14.9%
0.1%
U.A.E.
PHILIPPINES
VIETNAM
MEXICO
COLOMBIA
MALAYSIA
ARGENTINA
THAILAND
CHILE
TAIWAN
NEW ZEALAND
AUSTRALIA
MOROCCO
ISRAEL
CANADA
NORWAY
SINGAPORE
U.S.A.
DENMARK
HONG KONG
PORTUGAL
U.K.
BRAZIL
SWEDEN
BELGIUM
HUNGARY
SOUTH AFRICA
EGYPT
IRELAND
INDONESIA
BULGARIA
FRANCE
GREECE
ROMANIA
SAUDI ARABIA
NETHERLANDS
CZECHIA
TURKEY
ITALY
POLAND
CROATIA
SPAIN
SWITZERLAND
KENYA
AUSTRIA
WORLDWIDE
GHANA
INDIA
GERMANY
NIGERIA
SOUTH KOREA
JAPAN
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT
POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF FACEBOOK ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
FACEBOOK ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

279. 279
33H 59M
29H 48M
28H 21M
26H 54M
24H 02M
23H 52M
23H 38M
21H 41M
20H 31M
20H 21M
20H 15M
19H 47M
17H 20M
17H 19M
17H 04M
16H 53M
16H 52M
16H 49M
16H 45M
16H 37M
16H 27M
16H 07M
15H 51M
15H 42M
15H 31M
15H 20M
15H 19M
14H 59M
14H 38M
14H 09M
13H 53M
13H 49M
13H 37M
13H 08M
13H 03M
13H 01M
12H 56M
12H 19M
12H 15M
12H 10M
11H 24M
11H 04M
11H 02M
10H 44M
10H 15M
9H 28M
5H 52M
3H 56M
1H 54M
EGYPT U.A.E.
VIETNAM
PHILIPPINES
THAILAND
INDIA
MEXICO
COLOMBIA
SAUDI ARABIA
TAIWAN
AUSTRALIA
WORLDWIDE
MALAYSIA
U.S.A.
NEW ZEALAND SOUTH AFRICA
CANADA
HONG KONG
U.K.
ITALY
HUNGARY
SINGAPORE
CHILE
GREECE
DENMARK
ARGENTINA
BULGARIA
PORTUGAL
CROATIA
FRANCE
NORWAY
SWEDEN
IRELAND
NETHERLANDS
ROMANIA
CZECHIA
INDONESIA
BRAZIL
SPAIN
BELGIUM
GERMANY
ISRAEL
TURKEY
POLAND
AUSTRIA
SWITZERLAND
SOUTH KOREA
JAPAN
RUSSIA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE FACEBOOK MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE FACEBOOK USER SPENDS USING THE FACEBOOK APP ON ANDROID PHONES
FACEBOOK: TIME SPENT USING MOBILE APP JAN
2024 DATAREPORTAL

280. 280
685.6
492.8
483.5
434.5
405.8
384.9
376.9
342.5
334.1
320.3
320.1
304.0
303.5
295.2
292.9
284.7
284.6
284.2
281.6
280.3
279.2
277.0
270.7
264.6
257.9
257.7
252.9
250.9
250.7
246.0
245.7
245.6
239.0
238.9
237.4
236.6
234.7
229.8
225.6
221.8
221.8
209.8
179.3
174.0
173.0
168.1
103.1
61.8
26.1
EGYPT U.A.E.
PHILIPPINES
VIETNAM
MEXICO
COLOMBIA
THAILAND
INDIA
HUNGARY
WORLDWIDE
DENMARK
SAUDI ARABIA
NORWAY
GREECE
BULGARIA
CROATIA
SWEDEN
ITALY
ARGENTINA
NEW ZEALAND SOUTH AFRICA
IRELAND
ROMANIA
PORTUGAL
AUSTRIA
TAIWAN
SINGAPORE
CHILE
CANADA
CZECHIA
U.K.
BELGIUM
MALAYSIA
AUSTRALIA
HONG KONG
POLAND
NETHERLANDS
U.S.A.
ISRAEL
BRAZIL
INDONESIA
FRANCE
SPAIN
GERMANY
SWITZERLAND
TURKEY
SOUTH KOREA
JAPAN
RUSSIA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE FACEBOOK MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE FACEBOOK USER OPENS THE FACEBOOK APP ON ANDROID PHONES
FACEBOOK: MONTHLY APP SESSIONS PER USER JAN
2024 DATAREPORTAL

281. 281
01INDIA 366,850,000 -4.9%
02UNITED STATES OF AMERICA 190,850,000 +1.2%
03INDONESIA 117,600,000 -13.8%
04BRAZIL 111,250,000 -0.4%
05MEXICO 90,200,000 -4.9%
06PHILIPPINES 86,750,000 -8.3%
07VIETNAM 72,700,000 -7.4%
08BANGLADESH 52,900,000 -9.0%
09THAILAND 49,100,000 -7.9%
10EGYPT 45,400,000 -7.9%
11PAKISTAN 44,500,000 -3.2%
12UNITED KINGDOM 37,100,000 +0.8%
13NIGERIA 36,750,000 +1.4%
14COLOMBIA 36,700,000 -3.7%
15TURKEY 34,350,000 -1.3%
16FRANCE 29,950,000 -8.3%
17ARGENTINA 28,750,000 -2.9%
18ITALY 26,100,000 -12.3%
19SOUTH AFRICA 26,000,000 -5.3%
20ALGERIA 24,850,000 -6.8%#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “ ▲QOQ“ COLUMN
REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

282. 282
01LIBYA 127.5%* 5,900,000
02UNITED ARAB EMIRATES 115.6%* 9,100,000
03MONGOLIA 114.0%* 2,500,000
04PHILIPPINES 113.5%* 86,500,000
05QATAR 107.4%* 2,400,000
06CAMBODIA 103.0%* 11,600,000
07TONGA 102.3%* 66,200
08GEORGIA 102.2%* 2,850,000
09PERU 100.6%* 24,050,000
10VIETNAM 99.2% 72,550,000
11MEXICO 98.1% 90,000,000
12ECUADOR 98.0% 12,500,000
13BOLIVIA 94.1% 7,500,000
14COLOMBIA 94.1% 36,650,000
15ARUBA 93.7% 80,300
16MALDIVES 93.6% 362,700
17CAYMAN ISLANDS 92.3% 51,800
18GREENLAND 91.4% 39,000
19GUYANA 90.9% 492,000
20SAMOA 89.9% 115,450#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES BASED ON MIDPOINTS
OF PUBLISHED RANGES. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT
UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND
CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
FACEBOOK ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

283. 283
01ENGLISH 1,150,800,000 53.8%
02SPANISH 318,400,000 14.9%
03HINDI 182,700,000 8.5%
04ARABIC 140,050,000 6.5%
05PORTUGUESE 127,350,000 5.9%
06INDONESIAN 117,750,000 5.5%
07FRENCH 104,900,000 4.9%
08BENGALI 88,250,000 4.1%
09VIETNAMESE 74,650,000 3.5%
10FILIPINO 62,700,000 2.9%
11THAI 50,200,000 2.3%
12JAVANESE 47,550,000 2.2%
13URDU 46,600,000 2.2%
14TURKISH 36,250,000 1.7%
15CHINESE* 29,900,000 1.4%
16ITALIAN 27,550,000 1.3%
17GERMAN 26,900,000 1.3%
18RUSSIAN 23,700,000 1.1%
19POLISH 18,600,000 0.9%
20SWAHILI 17,700,000 0.8%#LANGUAGE USERS SHARE #LANGUAGE USERS SHARE
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: USER FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: LANGUAGE NAMES AND CATEGORISATION AS PER META’S ADVERTISING RESOURCES. (*) VALUE FOR “CHINESE” INCLUDES BOTH TRADITIONAL AND SIMPLIFIED CHINESE. SEE NOTES ON DATA . GLOBAL OVERVIEW SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY LANGUAGE
FACEBOOK USERS BY LANGUAGE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

284. 284
01DHAKA 18,400,000 22,750,000
02DELHI 13,200,000 20,550,000
03BANGKOK 13,150,000 17,050,000
04HO CHI MINH CITY 10,850,000 16,100,000
05 CAIRO 10,100,000 16,350,000
06MEXICO CITY 10,050,000 17,050,000
07LIMA 9,450,000 10,100,000
08KARACHI 9,150,000 9,250,000
09MUMBAI 8,850,000 13,300,000
10KOLKATA 8,700,000 12,650,000
11PHNOM PENH 8,050,000 8,400,000
12SÃO PAULO 7,950,000 12,750,000
13JAKARTA 7,850,000 15,850,000
14BANGALORE 7,650,000 8,900,000
15ISTANBUL 7,600,000 8,050,000
16LAGOS 7,050,000 7,600,000
17BOGOTÁ 6,650,000 7,650,000
18HANOI 6,500,000 11,550,000
19CHENNAI 6,200,000 6,450,000
20AHMEDABAD 5,550,000 6,450,000#CITY CITY ONLY CITY +40KM #CITY CITY ONLY CITY +40KM
SOURCE: META’S ADVERTISING RESOURCES. NOTE: RANK ORDER DETERMINED BY VALUES IN THE “CITY ONLY” COLUMN. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND
MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW URBAN AREAS WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK’S TOP CITIES
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

285. 285
1.8832.7%18.6%45.9%2.8% 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
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. 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.GLOBAL OVERVIEW POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES , AS REPORTED BY LOCOWISE
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE JAN
2024

286. 286
0.06%0.10%0.08%0.03%0.06% AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: ALL POST TYPES
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: PHOTO POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: VIDEO POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: LINK POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: STATUS POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS,
COMMENTS, AND SHARES WITH 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.GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS AS A PERCENTAGE OF TOTAL PAGE FANS , AS REPORTED BY LOCOWISE
FACEBOOK ENGAGEMENT RATES: LOCOWISE JAN
2024

287. 287
0.23% 0.18% 0.11%
0.21% 0.28% 0.33% FACEBOOK POST ENGAGEMENTS
vs. PAGE FOLLOWERS: ALBUM POSTS
FACEBOOK POST ENGAGEMENTS
vs. PAGE FOLLOWERS: STATUS POSTS
FACEBOOK POST ENGAGEMENTS
vs. PAGE FOLLOWERS: LINK POSTS
FACEBOOK POST ENGAGEMENTS
vs. PAGE FOLLOWERS: REELS POSTS
FACEBOOK POST ENGAGEMENTS
vs. PAGE FOLLOWERS: PHOTO POSTS
FACEBOOK POST ENGAGEMENTS
vs. PAGE FOLLOWERS: VIDEO POSTS
SOURCE: SOCIALINSIDER. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: FIGURES COMPARE THE COMBINED NUMBER OF POST REACTIONS,
COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FOLLOWERS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS
COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS AS A PERCENTAGE OF TOTAL PAGE FOLLOWERS , AS REPORTED BY SOCIALINSIDER
FACEBOOK ENGAGEMENT RATES: SOCIALINSIDER JAN
2024

288. 288
14.07% 6.73% 5.08%
7.76% 15.64% 8.66% FACEBOOK POST ENGAGEMENTS
vs. POST REACH: ALBUM POSTS
FACEBOOK POST ENGAGEMENTS
vs. POST REACH: STATUS POSTS
FACEBOOK POST ENGAGEMENTS
vs. POST REACH: LINK POSTS
FACEBOOK POST ENGAGEMENTS
vs. POST REACH: REELS POSTS
FACEBOOK POST ENGAGEMENTS
vs. POST REACH: PHOTO POSTS
FACEBOOK POST ENGAGEMENTS
vs. POST REACH: VIDEO POSTS
SOURCE: SOCIALINSIDER. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: FIGURES COMPARE THE COMBINED NUMBER OF POST REACTIONS,
COMMENTS, AND SHARES WITH THE NUMBER OF USERS TO WHOM THE RELEVANT POSTS WERE ACTUALLY SERVED. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH
DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS AS A PERCENTAGE OF POST REACH , AS REPORTED BY SOCIALINSIDER
FACEBOOK ENGAGEMENT RATES: SOCIALINSIDER JAN
2024

289. 289
0.41% 0.22% 0.04% AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH FEWER THAN 10,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH 10,000 TO 100,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH MORE THAN 100,000 FANS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS,
COMMENTS, AND SHARES WITH 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.GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS AS A PERCENTAGE OF TOTAL PAGE FANS , AS REPORTED BY LOCOWISE
FACEBOOK ENGAGEMENT RATES: LOCOWISE JAN
2024

290. 290
0.22% 0.55% 0.25% 0.11%
7.76% 6.01% 7.22% 8.54% ENGAGEMENTS vs. PAGE FOLLOWERS ENGAGEMENTS vs. PAGE FOLLOWERS ENGAGEMENTS vs. PAGE FOLLOWERS ENGAGEMENTS vs. PAGE FOLLOWERS
ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH
AVERAGE FACEBOOK PAGE
POST ENGAGEMENT RATE:
OVERALL AVERAGE
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH FEWER THAN 10,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH 10,000 TO 100,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH MORE THAN 100,000 FANS
SOURCE: SOCIALINSIDER. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: FIGURES FOR “ENGAGEMENTS vs. PAGE FOLLOWERS” COMPARE THE
COMBINED NUMBER OF POST REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FOLLOWERS. FIGURES FOR “ENGAGEMENTS vs. POST REACH” COMPARE THE COMBINED NUMBER OF
POST REACTIONS, COMMENTS, AND SHARES WITH THE NUMBER OF USERS TO WHOM THE RELEVANT POSTS WERE ACTUALLY SERVED. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS
OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS, AS REPORTED BY SOCIALINSIDER
FACEBOOK ENGAGEMENT RATES: SOCIALINSIDER JAN
2024

291. 291
0.25%
0.20%
0.20%
0.19%
0.16%
0.15%
0.15%
0.15%
0.14%
0.13%
0.13%
0.12%
0.10%
0.10%
0.09%
0.09%
0.09%
0.09%
0.08%
0.08%
0.07%
0.07%
0.06%
0.06%
0.06%
0.06%
0.06%
0.05%
0.05%
0.05%
0.05%
0.05%
0.05%
0.04%
0.04%
0.03%
0.03%
0.03%
0.03%
0.03%
0.03%
0.02%
0.02%
0.02%
0.01%
0.01%
SWEDEN BELGIUM
GREECE
FRANCE
U.S.A.
PORTUGAL
IRELAND
ROMANIA
SWITZERLAND
ISRAEL
ITALY
U.K.
AUSTRIA
NETHERLANDS
MEXICO
DENMARK
INDIA
JAPAN
SOUTH AFRICA
NEW ZEALAND
EGYPT
POLAND
PHILIPPINES
WORLDWIDE
TAIWAN
GERMANY
SOUTH KOREA
AUSTRALIA
THAILAND
CANADA
GHANA
VIETNAM
HONG KONG
NIGERIA
ARGENTINA
MALAYSIA
RUSSIA
SPAIN
SINGAPORE
COLOMBIA
INDONESIA
TURKEY
U.A.E.
KENYA
MOROCCO
SAUDI ARABIA
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES
WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES AND DEMOGRAPHIC COMPOSITION.GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS JAN
2024

292. 292
01FACEBOOK APP 188 M
02CRISTIANO RONALDO 168 M
03SAMSUNG 161 M
04MR. BEAN 140 M
055-MINUTE CRAFTS 126 M
06SHAKIRA 124 M
07=REAL MADRID C.F. 121 M
07=CGTN 121 M
09=WILL SMITH 116 M
09=LIONEL MESSI 116 M
11FC BARCELONA 113 M
23SELENA GOMEZ 89 M
24UEFA CHAMPIONS LEAGUE 86 M
25PEOPLE’S DAILY, CHINA 85 M
26LALIGA 84 M
27MANCHESTER UNITED 82 M
28=MCDONALD’S 81 M
28=WWE 81 M
30TAYLOR SWIFT 80 M
31=META 77 M
31=GLOBAL TIMES 77 M
33JASON STATHAM 74 M
12CHINA DAILY 110 M
13COCA-COLA 108 M
14YOUTUBE 107 M
15VIN DIESEL 106 M
16TASTY 105 M
17RIHANNA 104 M
18XINHUA NEWS AGENCY 96 M
19EMINEM 95 M
20=NETFLIX 92 M
20=NEYMAR JR. 92 M
22JUSTIN BIEBER 91 M
34 BLOSSOM 73 M
35KATY PERRY 72 M
36成龍 JACKIE CHAN 71 M
37=ADELE 70 M
37=MICHAEL JACKSON 70 M
39=HARRY POTTER 68 M
39=INSTAGRAM 68 M
39=CANDY CRUSH SAGA 68 M
42BOB MARLEY 67 M
43=T-SERIES 65 M
43=DWAYNE JOHNSON 65 M#FACEBOOK PAGE FOLLOWERS #FACEBOOK PAGE FOLLOWERS#FACEBOOK PAGE FOLLOWERS #FACEBOOK PAGE FOLLOWERS SOURCE: KEPIOS ANALYSIS OF DATA PUBLISHED ON FACEBOOK.COM. NOTES: VALUES ARE IN MILLIONS. FACEBOOK ROUNDS REPORTED VALUES FOR PAGE FOLLOWERS TO THE NEAREST MILLION.
COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW FACEBOOK PAGES WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED FACEBOOK PAGES JAN
2024

293. YOUTUBE

294. 294
45.6% 54.4% 37.3% 33.8% 40.9%
2.49 30.8% 46.6% 0% -0.9%
BILLION [UNCHANGED] -23 MILLION90 SHARE: FEMALE YOUTUBE
AD REACH AGED 18+ vs. OVERALL
YOUTUBE AD REACH AGED 18+
SHARE: MALE YOUTUBE
AD REACH AGED 18+ vs. OVERALL
YOUTUBE AD REACH AGED 18+
ADOPTION: OVERALL YOUTUBE
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE YOUTUBE
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE YOUTUBE
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON YOUTUBE
YOUTUBE AD REACH
vs. TOTAL POPULATION
YOUTUBE AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED YOUTUBE AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED YOUTUBE AD REACH
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH
POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS.
COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE
YOUTUBE: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

295. 295
2,562 2,562
2,476 2,515 2,514 2,527 2,527 2,491 2,491
0% -3.4% +1.6% -0.03% +0.5% 0% -1.4% 0%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON AVAILABLE DATA ONLY. ADVISORY: REACH MAY NOT REPRESENT
UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND CHANGES IN
THE AVAILABILITY OF DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA .GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON YOUTUBE (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
YOUTUBE: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

296. 296
6.5%
9.1%
7.9%
5.8%
4.6%
4.9%
9.0%
12.2%
9.6%
6.7%
4.6%
4.3%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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+, BUT GOOGLE’S RESOURCES ALSO PUBLISH A VALUE FOR TOTAL AUDIENCE. VALUES SHOWN HERE REPRESENT SHARE OF TOTAL AUDIENCE, SO WILL NOT
SUM TO 100%. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY
MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE NOTES ON DATA . GLOBAL OVERVIEW SHARE OF YOUTUBE’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
YOUTUBE: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

297. 297
98.7%
92.7%
91.1%
90.9%
90.8%
90.4%
89.6%
89.5%
89.1%
89.1%
88.6%
88.3%
87.4%
87.4%
87.1%
87.1%
87.0%
86.9%
86.5%
86.2%
86.1%
85.0%
84.8%
83.9%
81.7%
79.0%
78.3%
77.6%
77.4%
77.1%
76.6%
76.1%
75.6%
75.2%
74.7%
74.7%
73.6%
71.3%
71.1%
70.7%
70.7%
65.9%
65.7%
63.8%
56.0%
54.4%
52.2%
38.1%
37.3%
32.3%
27.4%
22.9%
U.A.E.
ISRAEL
NETHERLANDS
U.K.
SAUDI ARABIA
NORWAY
SOUTH KOREA
IRELAND
SPAIN
HONG KONG
SWEDEN
CANADA
NEW ZEALAND
AUSTRIA
DENMARK
GERMANY
SINGAPORE
FRANCE
AUSTRALIA
BELGIUM
CHILE
TAIWAN
SWITZERLAND
CZECHIA
MALAYSIA
HUNGARY
ARGENTINA
ITALY
U.S.A.
PORTUGAL
GREECE
TURKEY
BRAZIL
MEXICO
CROATIA
POLAND
ROMANIA
BULGARIA
JAPAN
MOROCCO
VIETNAM
THAILAND
COLOMBIA
PHILIPPINES
SOUTH AFRICA
INDONESIA
EGYPT
INDIA
WORLDWIDE
GHANA
KENYA
NIGERIA
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. ADVISORY: REACH MAY NOT
REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND
CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF YOUTUBE ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
YOUTUBE ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

298. 298
44H 49M
41H 28M
38H 51M
35H 34M
33H 42M
32H 40M
31H 28M
30H 05M
29H 08M
29H 08M
28H 05M
28H 01M
27H 39M
26H 26M
26H 20M
26H 18M
25H 48M
25H 39M
25H 22M
25H 16M
24H 40M
23H 55M
23H 12M
23H 10M
23H 04M
22H 38M
22H 12M
21H 53M
21H 36M
21H 09M
21H 04M
20H 29M
19H 58M
19H 10M
19H 04M
18H 37M
18H 36M
18H 15M
18H 11M
17H 44M
17H 11M
17H 10M
16H 50M
16H 30M
16H 28M
16H 17M
15H 10M
14H 56M
9H 41M
SOUTH KOREA
THAILAND
RUSSIA
MALAYSIA
JAPAN
PHILIPPINES
INDONESIA
ROMANIA
BULGARIA
INDIA
WORLDWIDE
POLAND
SINGAPORE
VIETNAM
U.S.A.
ISRAEL
SAUDI ARABIA
PORTUGAL
U.A.E.
CHILE
TURKEY
HONG KONG
TAIWAN
SWEDEN
CROATIA
BRAZIL
ARGENTINA
NORWAY
AUSTRALIA
IRELAND
MEXICO
EGYPT
CZECHIA
U.K.
CANADA
BELGIUM
SOUTH AFRICA
ITALY
GREECE
COLOMBIA
NEW ZEALAND
SPAIN
FRANCE
DENMARK
AUSTRIA
HUNGARY
GERMANY
NETHERLANDS
SWITZERLAND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE YOUTUBE MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA. GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE YOUTUBE USER SPENDS USING THE YOUTUBE APP ON ANDROID PHONES
YOUTUBE: TIME SPENT USING MOBILE APP JAN
2024 DATAREPORTAL

299. 299
367.8
290.0
266.6
263.1
258.3
256.7
256.7
246.4
238.1
231.2
230.1
229.7
227.4
223.5
213.5
213.5
212.5
212.0
201.6
193.6
192.2
189.3
188.2
188.1
185.2
183.0
182.9
181.6
181.5
179.3
175.7
174.0
173.4
167.6
160.3
157.2
150.1
150.1
148.8
147.4
143.9
142.0
137.6
133.7
133.5
133.2
120.8
106.9
80.4
SOUTH KOREA
RUSSIA
ROMANIA
INDIA
PHILIPPINES
ISRAEL
MALAYSIA
U.S.A.
THAILAND
INDONESIA
JAPAN
SAUDI ARABIA
WORLDWIDE
U.A.E.
TURKEY
POLAND
BULGARIA
SINGAPORE
CHILE
EGYPT
BRAZIL
AUSTRALIA
MEXICO
HONG KONG
VIETNAM
CANADA
PORTUGAL
TAIWAN
ARGENTINA
IRELAND
NORWAY
CROATIA
U.K.
SWEDEN
ITALY
COLOMBIA
DENMARK
SPAIN
BELGIUM
CZECHIA
GREECE
AUSTRIA
FRANCE
HUNGARY
GERMANY
SOUTH AFRICA
NETHERLANDS
NEW ZEALAND
SWITZERLAND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE YOUTUBE MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE YOUTUBE USER OPENS THE YOUTUBE APP ON ANDROID PHONES
YOUTUBE: MONTHLY APP SESSIONS PER USER JAN
2024

300. 300
01INDIA 462,000,000[UNCHANGED]
02UNITED STATES OF AMERICA 239,000,000[UNCHANGED]
03BRAZIL 144,000,000[UNCHANGED]
04INDONESIA 139,000,000[UNCHANGED]
05MEXICO 83,100,000[UNCHANGED]
06JAPAN 78,600,000[UNCHANGED]
07PAKISTAN 71,700,000[UNCHANGED]
08GERMANY 67,800,000[UNCHANGED]
09VIETNAM 63,000,000[UNCHANGED]
10PHILIPPINES 58,100,000[UNCHANGED]
11TURKEY 57,500,000[UNCHANGED]
12UNITED KINGDOM 56,200,000[UNCHANGED]
13FRANCE 50,700,000[UNCHANGED]
14EGYPT 44,700,000[UNCHANGED]
15SOUTH KOREA 44,300,000[UNCHANGED]
16THAILAND 44,200,000[UNCHANGED]
17ITALY 42,800,000[UNCHANGED]
18SPAIN 39,700,000[UNCHANGED]
19BANGLADESH 33,600,000[UNCHANGED]
20CANADA 31,900,000[UNCHANGED]#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS. RANKING BASED ON AVAILABLE DATA ONLY. THE “▲QOQ“ COLUMN NORMALLY SHOWS THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH, BUT YOUTUBE HAS NOT
PUBLISHED NEW AUDIENCE DATA IN THE PAST 90 DAYS, SO ALL VALUES WILL APPEAR AS “[UNCHANGED]”. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE ACTIVE USER BASE.
COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

301. 301
01BAHRAIN 111.5%* 1,276,000
02LEBANON 110.4%* 3,920,000
03 OMAN 105.9%* 3,430,000
04QATAR 103.0%* 2,300,000
05UNITED ARAB EMIRATES 98.7% 7,770,000
06ISRAEL 92.7% 5,770,000
07NETHERLANDS 91.1% 13,090,000
08UNITED KINGDOM 90.9% 48,900,000
09SAUDI ARABIA 90.8% 23,610,000
10KUWAIT 90.5% 2,990,000
11NORWAY 90.4% 3,980,000
12SOUTH KOREA 89.6% 40,000,000
13IRELAND 89.5% 3,490,000
14SPAIN 89.1% 35,300,000
15HONG KONG 89.1% 5,740,000
16SWEDEN 88.6% 7,460,000
17CANADA 88.3% 28,000,000
18LATVIA 87.9% 1,301,000
19NEW ZEALAND 87.4% 3,570,000
20AUSTRIA 87.4% 6,490,000#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS. RANKING BASED ON AVAILABLE DATA ONLY. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE OVERALL POPULATION AGED 18+.
ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS,
DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE YOUTUBE ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
YOUTUBE ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

302. 302
01SONG 100
02MOVIE 61
03VIDEO 41
04SONGS 33
05DJ 24
06MUSIC 18
07CARTOON 17
08DANCE 16
09GANA 15
10KARAOKE 15
11BABY 14
12MOVIES 14
13NEW SONG 13
14TIKTOK 12
15HINDI MOVIE 12
16LAGU 12
17GAME 12
18VIDEOS 11
19COMEDY 9
20MINECRAFT 9#SEARCH QUERY INDEX #SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2023 AND 31 DECEMBER 2023. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN
SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS.
GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE
TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2023 AND 31 DECEMBER 2023TOP YOUTUBE SEARCHES JAN
2024

303. 303
01T-SERIES 257 M 238.9 B
02MRBEAST 231 M 41.2 B
03COCOMELON - NURSERY RHYMES 170 M 175.7 B
04SET INDIA* 167 M 156.4 B
05✿ KIDS DIANA SHOW 118 M 99.1 B
06LIKE NASTYA 112 M 96.7 B
07PEWDIEPIE 111 M 29.2 B
08VLAD AND NIKI 108 M 83.7 B
09ZEE MUSIC COMPANY 103 M 63.3 B
10WWE 98.9 M 81.0 B
11GOLDMINES 93.5 M 27.6 B
12BLACKPINK 92.7 M 34.6 B
13SONY SAB 88.6 M 109.2 B
145-MINUTE CRAFTS 80.5 M 26.9 B
15BANGTANTV 77.3 M 22.0 B
16ZEE TV 76.4 M 85.2 B
17HYBE LABELS 73.8 M 31.9 B
18JUSTIN BIEBER 72.4 M 31.7 B
19PINKFONG 72.1 M 41.5 B
20COLORS TV 69.9 M 67.3 B# CHANNEL NAME SUBSCRIBERSCHANNEL VIEWS # CHANNEL NAME SUBSCRIBERSCHANNEL VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: SUBSCRIBER NUMBERS ROUNDED AT SOURCE. (*) THE FULL CHANNEL NAME IS “SONY ENTERTAINMENT TELEVISION INDIA”.
COMPARABILITY: SUBSCRIBER AND VIEW COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.GLOBAL OVERVIEW YOUTUBE CHANNELS WITH THE GREATEST NUMBER OF SUBSCRIBERS
TOP YOUTUBE CHANNELS BY SUBSCRIBERS JAN
2024

304. 304
01T-SERIES 238.9 B 11.9 M
02COCOMELON - NURSERY RHYMES 175.7 B 165.4 M
03SET INDIA* 156.4 B 1.2 M
04SONY SAB 109.2 B 1.4 M
05✿ KIDS DIANA SHOW 99.1 B 86.0 M
06LIKE NASTYA 96.7 B 111.9 M
07ZEE TV 85.2 B 0.5 M
08VLAD AND NIKI 83.7 B 130.5 M
09WWE 81.0 B 1.1 M
10COLORS TV 67.3 B 0.5 M
11ZEE MUSIC COMPANY 63.3 B 6.4 M
12MOVIECLIPS 60.7 B 1.5 M
13NETD MÜZIK 58.6 B 2.4 M
14EL REINO INFANTIL 57.1 B 41.7 M
15RYAN’S WORLD 56.6 B 21.5 M
16ABS-CBN ENTERTAINMENT 51.7 B 0.2 M
17CHUCHU TV NURSERY RHYMES** 49.1 B 64.6 M
18SUPER SIMPLE SONGS 48.4 B 62.5 M
19HAR PAL GEO 47.6 B 0.4 M
20ARY DIGITAL HD 46.5 B 0.4 M# CHANNEL NAME
CHANNEL
VIEWS
AVERAGE VIEWS
PER VIDEO
# CHANNEL NAME
CHANNEL
VIEWS
AVERAGE VIEWS
PER VIDEO
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: (*) THE FULL CHANNEL NAME IS “SONY ENTERTAINMENT TELEVISION INDIA”. (**) THE FULL CHANNEL NAME IS “CHUCHU TV
NURSERY RHYMES & KIDS SONGS”. COMPARABILITY: SUBSCRIBER AND VIEW COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.GLOBAL OVERVIEW YOUTUBE CHANNELS WITH THE GREATEST CUMULATIVE NUMBER OF VIDEO VIEWS
TOP YOUTUBE CHANNELS BY TOTAL VIDEO VIEWS JAN
2024

305. 305
01PINKFONG – “BABY SHARK DANCE | #BABYSHARK MOST VIEWED VIDEO | ANIMAL SONGS …” 13,929,700,000 18 JUN 2016 42,000,000
02LUIS FONSI FEATURING DADDY YANKEE – “DESPACITO” 8,356,700,000 13 JAN 2017 52,000,000
03LOOLOO KIDS – “JOHNY JOHNY YES PAPA ?????? THE BEST SONG FOR CHILDREN | LOOLOO KIDS” 6,860,900,000 08 OCT 2016 19,000,000
04COCOMELON - NURSERY RHYMES – “BATH SONG | @COCOMELON NURSERY RHYMES…” 6,576,100,000 02 MAY 2018 16,000,000
05ED SHEERAN – “SHAPE OF YOU” 6,177,900,000 30 JAN 2017 32,000,000
06WIZ KHALIFA FEATURING CHARLIE PUTH – “SEE YOU AGAIN “ 6,146,500,000 07 APR 2015 42,000,000
07COCOMELON - NURSERY RHYMES – “WHEELS ON THE BUS | @COCOMELON NURSERY …” 5,823,400,000 24 MAY 2018 16,000,000
08CHUCHU TV NURSERY RHYMES & KIDS SONGS – “PHONICS SONG WITH TWO WORDS …” 5,654,700,000 07 MAR 2014
[N/A]
09MARK RONSON FEATURING BRUNO MARS – “UPTOWN FUNK” 5,128,900,000 19 NOV 2014 21,000,000
10МИРОШКА ТВ – “LEARNING COLORS - COLORFUL EGGS ON A FARM” 5,049,000,000 27 FEB 2018 13,000,000# YOUTUBE CHANNEL ? ?VIDEO TITLE? VIEWS UPLOADED LIKES SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: VIEWS HAVE BEEN ROUNDED TO THE NEAREST 100,000. LIKES ARE ROUNDED AT SOURCE. VIDEO TITLES ENDING WITH “…” HAVE
BEEN SHORTENED TO FIT AVAILABLE SPACE. COMPARABILITY: VIEW AND LIKE COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW YOUTUBE VIDEOS WITH THE GREATEST NUMBER OF ALL-TIME VIEWS
MOST VIEWED YOUTUBE VIDEOS JAN
2024

306. INSTAGRAM

307. 307
49.4% 50.6% 27.4% 26.8% 27.7%
1.65 20.4% 30.9% +0.9% +25.3%
BILLION +15 MILLION +334 MILLION90 SHARE: FEMALE INSTAGRAM
AD REACH AGED 18+ vs. OVERALL
INSTAGRAM AD REACH AGED 18+
SHARE: MALE INSTAGRAM
AD REACH AGED 18+ vs. OVERALL
INSTAGRAM AD REACH AGED 18+
ADOPTION: OVERALL INSTAGRAM
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE INSTAGRAM
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE INSTAGRAM
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
vs. TOTAL POPULATION
INSTAGRAM AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED INSTAGRAM AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: BASED ON MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ONLY AVAILABLE FOR “FEMALE” AND “MALE”. SOURCE DATA FOR REACH
BY GENDER MAY NOT SUM TO PUBLISHED TOTAL. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION
AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY:
BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

308. 308
1,478
1,452 1,440
1,386
1,318
1,628
1,597
1,637 1,652
-1.8% -0.8% -3.8% -4.9% +23.5% -1.9% +2.5% +0.9%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH
THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED
REACH, AND SUCH ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON DATA .GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
INSTAGRAM: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

309. 309OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
1.0%
10.6%
6.0%
23.8%
1.5%
0.5%
0.7%
0.2%
1.1%
2.8%
2.6%
4.3%
3.1%
4.6%
13.8%
0.6%
3.5%
11.4%
7.8%
SOURCE: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: FIGURES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT MATCH THE TOTAL ACTIVE USER BASE.
COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA . GLOBAL OVERVIEW POTENTIAL INSTAGRAM ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL INSTAGRAM ADVERTISING REACH
SHARE OF INSTAGRAM ADVERTISING AUDIENCE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

310. 310
15.4%
14.3%
8.2%
4.8%
2.7%
1.6%
16.4% 16.3%
7.8%
3.9%
1.8%
1.2%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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: VALUES
MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: META’S TOOLS ALSO PUBLISH REACH DATA FOR AUDIENCES AGED 13 TO
17, BUT THE DATA FOR THAT AGE RANGE NO LONGER SHOWS SPLITS BY GENDER. AS A RESULT, FIGURES SHOWN HERE MAY NOT SUM TO 100%. SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES
SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
INSTAGRAM: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

311. 311
87.0% 86.8%
81.6%
79.4%
78.0%
68.3%
67.4%
65.3%
64.3%
61.5%
60.5%
60.4%
60.4%
59.8%
59.1%
58.9%
58.8%
58.6%
58.5%
56.7%
55.9%
54.1%
54.0%
52.3%
52.2%
50.8%
50.5%
50.4%
49.7%
49.4%
47.9%
47.2%
43.8%
43.1%
42.4%
42.3%
42.2%
42.2%
33.3%
33.1%
32.9%
32.5%
30.8%
30.5%
27.6%
27.4%
24.4%
16.2%
14.6%
10.9%
10.6%
9.3%
0.4%
U.A.E.
TURKEY
CHILE
ARGENTINA
BRAZIL
ISRAEL
PORTUGAL
SWEDEN
AUSTRALIA
IRELAND
U.S.A.
SPAIN
SAUDI ARABIA
U.K.
NORWAY
SINGAPORE
NEW ZEALAND
MALAYSIA
CANADA
NETHERLANDS
HONG KONG
TAIWAN
ITALY
DENMARK
BELGIUM
COLOMBIA
SOUTH KOREA
FRANCE
SWITZERLAND
GREECE
JAPAN
MEXICO
GERMANY
AUSTRIA
MOROCCO
CZECHIA
INDONESIA
CROATIA
INDIA
POLAND
ROMANIA
HUNGARY
BULGARIA
THAILAND
PHILIPPINES
WORLDWIDE
EGYPT
SOUTH AFRICA
VIETNAM
GHANA
NIGERIA
KENYA
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT
POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF INSTAGRAM ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
INSTAGRAM ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

312. 312
32H 41M
22H 27M
21H 24M
19H 50M
19H 00M
17H 19M
16H 10M
15H 50M
15H 31M
15H 13M
15H 11M
14H 45M
13H 18M
12H 33M
12H 23M
12H 13M
12H 07M
11H 57M
11H 47M
11H 46M
11H 18M
11H 17M
11H 07M
11H 06M
10H 45M
10H 26M
10H 23M
10H 12M
9H 45M
9H 42M
9H 39M
9H 26M
9H 25M
9H 15M
9H 11M
9H 06M
9H 03M
9H 02M
8H 52M
8H 46M
8H 45M
8H 14M
7H 54M
7H 45M
7H 39M
7H 38M
6H 34M
3H 41M
2H 16M
TURKEY
BRAZIL
ARGENTINA
INDIA
CHILE
PORTUGAL
INDONESIA
WORLDWIDE
CZECHIA
ITALY
SPAIN
GREECE
U.A.E.
CANADA
AUSTRIA
FRANCE
TAIWAN
HONG KONG
NEW ZEALAND
AUSTRALIA
U.S.A.
SAUDI ARABIA
CROATIA
IRELAND
GERMANY
SINGAPORE
MEXICO
ISRAEL
BELGIUM
U.K.
EGYPT
SOUTH KOREA
COLOMBIA
BULGARIA
SWITZERLAND
ROMANIA
RUSSIA
NETHERLANDS
DENMARK
MALAYSIA
SWEDEN
SOUTH AFRICA
JAPAN
POLAND
THAILAND
NORWAY
HUNGARY
PHILIPPINES
VIETNAM
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE INSTAGRAM MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE INSTAGRAM USER SPENDS USING THE INSTAGRAM APP ON ANDROID PHONES
INSTAGRAM: TIME SPENT USING MOBILE APP JAN
2024 DATAREPORTAL

313. 313
586.8
558.3
507.3
502.8
460.0
448.6
443.5
417.0
386.3
385.8
362.9
358.3
347.9
347.8
340.0
322.7
310.9
308.1
299.3
297.1
291.7
286.9
282.5
276.9
260.0
259.1
259.0
258.3
254.1
247.7
245.1
241.8
234.8
232.6
224.4
223.1
223.0
221.3
219.8
210.5
208.1
201.6
200.0
189.2
162.9
144.1
137.7
127.4
85.3
TURKEY
ARGENTINA
CHILE
GREECE
CZECHIA
PORTUGAL
BRAZIL
SPAIN
INDIA
ITALY
AUSTRIA
CROATIA
INDONESIA
WORLDWIDE
SINGAPORE
TAIWAN
ISRAEL
ROMANIA
U.A.E.
BELGIUM
IRELAND
FRANCE
HONG KONG
MEXICO
BULGARIA
EGYPT
NEW ZEALAND
COLOMBIA
SOUTH KOREA
THAILAND
CANADA
POLAND
SAUDI ARABIA
GERMANY
DENMARK
HUNGARY
AUSTRALIA
NETHERLANDS
SWITZERLAND
MALAYSIA
U.S.A.
SWEDEN
U.K.
NORWAY
SOUTH AFRICA
JAPAN
RUSSIA
PHILIPPINES
VIETNAM
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE INSTAGRAM MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE INSTAGRAM USER OPENS THE INSTAGRAM APP ON ANDROID PHONES
INSTAGRAM: MONTHLY APP SESSIONS PER USER JAN
2024

314. 314
01INDIA 362,900,000 +1.2%
02UNITED STATES OF AMERICA 169,650,000 +7.1%
03BRAZIL 134,600,000 +9.5%
04INDONESIA 100,900,000 -3.7%
05TURKEY 57,100,000 +0.7%
06JAPAN 55,450,000 +0.9%
07MEXICO 44,850,000 -2.1%
08UNITED KINGDOM 33,100,000 +5.8%
09GERMANY 30,350,000 -3.8%
10ARGENTINA 27,850,000 +1.3%
11ITALY 27,000,000 -6.6%
12FRANCE 25,900,000 -5.6%
13SPAIN 23,950,000 -4.0%
14SOUTH KOREA 23,400,000 +1.3%
15PHILIPPINES 21,350,000 -0.5%
16COLOMBIA 20,050,000 -0.5%
17CANADA 19,250,000 +2.1%
18THAILAND 18,750,000 -8.8%
19IRAQ 18,250,000 -0.8%
20EGYPT 18,150,000 -6.0%#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “ ▲QOQ“ COLUMN
REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

315. 315
11MONTENEGRO 79.5% 390,800
12ARGENTINA 79.4% 26,550,000
13BRAZIL 78.0% 128,550,000
14BARBADOS 77.5% 174,100
15PANAMA 76.9% 2,400,000
16GUAM 75.7% 91,200
17QATAR 71.6% 1,600,000
18OMAN 69.5% 2,250,000
19ICELAND 69.1% 203,050
20ISRAEL 68.3% 4,250,000
01BAHRAIN 90.7% 1,037,200
02UNITED ARAB EMIRATES 87.0% 6,850,000
03TURKEY 86.8% 54,300,000
04KAZAKHSTAN 86.8% 11,200,000
05BRUNEI 85.3% 287,050
06CAYMAN ISLANDS 84.3% 47,300
07URUGUAY 83.2% 2,200,000
08KUWAIT 81.7% 2,700,000
09CHILE 81.6% 12,550,000
10CYPRUS 80.0% 821,650#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES BASED ON MIDPOINTS
OF PUBLISHED RANGES. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT
UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES
IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
INSTAGRAM ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

316. 316
+1.09%1.3239.8%38.5%21.6% 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
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM
BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.GLOBAL OVERVIEW AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS JAN
2024

317. 317
1.89% 3.38% 0.78% 1.10% AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR CAROUSEL POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS , AS REPORTED BY LOCOWISE
INSTAGRAM ENGAGEMENT RATES: LOCOWISE JAN
2024

318. 318
0.90% 0.71% 0.65% AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
10,000 TO 100,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
MORE THAN 100,000 FOLLOWERS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS , AS REPORTED BY LOCOWISE
INSTAGRAM ENGAGEMENT RATES: LOCOWISE JAN
2024

319. 319
0.94% 0.68% 1.30% 0.93%
5.77% 6.17% 5.58% 5.20% ENGAGEMENTS vs. FOLLOWERS ENGAGEMENTS vs. FOLLOWERS ENGAGEMENTS vs. FOLLOWERS ENGAGEMENTS vs. FOLLOWERS
ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH
AVERAGE INSTAGRAM
ENGAGEMENT RATE FOR BUSINESS
ACCOUNTS: ALL POST TYPES
AVERAGE INSTAGRAM
ENGAGEMENT RATE FOR BUSINESS
ACCOUNTS: IMAGE POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE FOR BUSINESS
ACCOUNTS: REELS POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE FOR BUSINESS
ACCOUNTS: CAROUSEL POSTS
SOURCE: SOCIALINSIDER. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: FIGURES FOR “ENGAGEMENTS vs. FOLLOWERS” COMPARE THE
COMBINED NUMBER OF POST LIKES AND COMMENTS WITH THE TOTAL NUMBER OF ACCOUNT FOLLOWERS. FIGURES FOR “ENGAGEMENTS vs. POST REACH” COMPARE THE COMBINED NUMBER OF POST LIKES
AND COMMENTS WITH THE NUMBER OF USERS TO WHOM THE RELEVANT POSTS WERE ACTUALLY SERVED. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM BUSINESS
ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS , AS REPORTED BY SOCIALINSIDER
INSTAGRAM ENGAGEMENT RATES: SOCIALINSIDER JAN
2024

320. 320
0.94% 1.21% 0.95% 0.81%
5.77% 5.32% 5.37% 6.35% ENGAGEMENTS vs. FOLLOWERS ENGAGEMENTS vs. FOLLOWERS ENGAGEMENTS vs. FOLLOWERS ENGAGEMENTS vs. FOLLOWERS
ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH ENGAGEMENTS vs. POST REACH
AVERAGE INSTAGRAM POST
ENGAGEMENT RATE: OVERALL
AVERAGE FOR BUSINESS ACCOUNTS
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
10,000 TO 100,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
MORE THAN 100,000 FOLLOWERS
SOURCE: SOCIALINSIDER. FIGURES REPRESENT AVERAGES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 . NOTES: FIGURES FOR “ENGAGEMENTS vs. FOLLOWERS” COMPARE THE
COMBINED NUMBER OF POST LIKES AND COMMENTS WITH THE TOTAL NUMBER OF ACCOUNT FOLLOWERS. FIGURES FOR “ENGAGEMENTS vs. POST REACH” COMPARE THE COMBINED NUMBER OF POST LIKES
AND COMMENTS WITH THE NUMBER OF USERS TO WHOM THE RELEVANT POSTS WERE ACTUALLY SERVED. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM BUSINESS
ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS , AS REPORTED BY SOCIALINSIDER
INSTAGRAM ENGAGEMENT RATES: SOCIALINSIDER JAN
2024

321. 321
01
INSTAGRAM
666.8 M
@INSTAGRAM
02
CRISTIANO RONALDO
617.5 M
@CRISTIANO
03
LIONEL MESSI
497.3 M
@LEOMESSI
04
SELENA GOMEZ
429.6 M
@SELENAGOMEZ
05
KYLIE JENNER
399.4 M
@KYLIEJENNER
06
DWAYNE JOHNSON
395.8 M
@THEROCK
07
ARIANA GRANDE
380.6 M
@ARIANAGRANDE
08
KIM KARDASHIAN
364.2 M
@KIMKARDASHIAN
09
BEYONCÉ
319.8 M
@BEYONCE
10
KHLOÉ KARDASHIAN
311.2 M
@KHLOEKARDASHIAN
31
CHRIS BROWN
145.0 M
@CHRISBROWNOFFICIAL
32
ELLEN DEGENERES
139.7 M
@ELLENDEGENERES
33
FC BARCELONA
125.2 M
@FCBARCELONA
34
UEFA CHAMPIONS LEAGUE
113.0 M
@CHAMPIONSLEAGUE
35
KYLIAN MBAPPÉ
111.3 M
@K.MBAPPE
36
BILLIE EILISH
110.3 M
@BILLIEEILISH
37
GAL GADOT
109.3 M
@GAL_GADOT
38
VIN DIESEL
102.6 M
@VINDIESEL
39
LISA
100.4 M
@LALALALISA_M
40
NASA
97.0 M
@NASA
21
MILEY CYRUS
216.1 M
@MILEYCYRUS
22
KATY PERRY
206.9 M
@KATYPERRY
23
ZENDAYA
184.9 M
@ZENDAYA
24
KEVIN HART
179.9 M
@KEVINHART4REAL
25
CARDI B
169.4 M
@IAMCARDIB
26
LEBRON JAMES
159.6 M
@KINGJAMES
27
DEMI LOVATO
157.5 M
@DDLOVATO
28
RIHANNA
152.4 M
@BADGALRIRI
29
REAL MADRID CF
151.4 M
@REALMADRID
30
DRAKE
145.1 M
@CHAMPAGNEPAPI
11
NIKE
306.6 M
@NIKE
12
KENDALL JENNER
294.7 M
@KENDALLJENNER
13
JUSTIN BIEBER
292.9 M
@JUSTINBIEBER
14
NATIONAL GEOGRAPHIC
283.9 M
@NATGEO
15
TAYLOR SWIFT
279.4 M
@TAYLORSWIFT
16
VIRAT KOHLI
265.9 M
@VIRAT.KOHLI
17
JENNIFER LOPEZ
253.4 M
@JLO
18
NICKI MINAJ
229.3 M
@NICKIMINAJ
19
KOURTNEY KARDASHIAN
224.7 M
@KOURTNEYKARDASH
20
NEYMAR
218.5 M
@NEYMARJR#ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR INSTAGRAM ACCOUNTS JAN
2024

322. 322
31#LIFE 449 M
32#FAMILY 445 M
33#FRIENDS 445 M
34#SMILE 441 M
35#FUN 440 M
36#EXPLOREPAGE 409 M
37#MAKEUP 404 M
38#DOG 376 M
39#MOTIVATION 373 M
40#MODEL 369 M
21#VIRAL 536 M
22#FITNESS 533 M
23#INSTALIKE 524 M
24#FOOD 518 M
25#LIKE4LIKE 505 M
26#PHOTO 502 M
27#TRENDING 489 M
28#MUSIC 458 M
29#ME 457 M
30#SELFIE 451 M
11#FOLLOW 713 M
12#HAPPY 710 M
13#CUTE 673 M
14#INSTADAILY 670 M
15#STYLE 657 M
16#TBT 586 M
17#REPOST 562 M
18#FOLLOWME 556 M
19#SUMMER 556 M
20#BEAUTY 542 M
01#LOVE 2.15 B
02#INSTAGOOD 1.76 B
03#INSTAGRAM 1.22 B
04#FASHION 1.15 B
05#PHOTOOFTHEDAY 1.06 B
06#PHOTOGRAPHY 1.06 B
07#ART 1.05 B
08#NATURE 803 M
09#PICOFTHEDAY 729 M
10#TRAVEL 724 M#HASHTAG POSTS #HASHTAG POSTS #HASHTAG POSTS #HASHTAG POSTS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTES: POST COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. INSTAGRAM NO LONGER PUBLISHES POST COUNTS FOR
SOME POPULAR HASHTAGS, SO THESE TAGS ARE NOT INCLUDED IN THIS RANKING. COMPARABILITY: POST COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW HASHTAGS THAT HAVE BEEN USED IN THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL TIME)
MOST USED INSTAGRAM HASHTAGS JAN
2024

323. TIKTOK

324. 324
48.0% 52.0% 27.5% 26.2% 28.8%
1.56 19.3% 29.2%
[N/A] [N/A]
BILLION [SOURCE CHANGE] [SOURCE CHANGE]90 SHARE: FEMALE TIKTOK AD
REACH AGED 18+ vs. OVERALL
TIKTOK AD REACH AGED 18+
SHARE: MALE TIKTOK AD
REACH AGED 18+ vs. OVERALL
TIKTOK AD REACH AGED 18+
ADOPTION: OVERALL TIKTOK
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE TIKTOK
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE TIKTOK
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON TIKTOK
TIKTOK AD REACH
vs. TOTAL POPULATION
TIKTOK AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED TIKTOK AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED TIKTOK AD REACH
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+ . DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES
COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN
RESIDENT POPULATIONS. COMPARABILITY: CHANGE IN DATA SOURCING APPROACH AND BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

325. 325
18.1%
15.0%
7.5%
4.1%
3.3%
18.6%
17.6%
8.5%
4.2%
3.0%18 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+ . DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT
SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE
NOTES ON DATA. GLOBAL OVERVIEW SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
TIKTOK: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

326. 326
136.4% 135.0%
113.6%
92.6%
89.4%
80.8%
75.8%
72.6%
70.1%
65.2%
64.8%
64.4%
63.6%
60.6%
60.3%
59.8%
56.3%
55.3%
51.3%
49.4%
47.3%
47.2%
46.7%
46.6%
44.6%
43.2%
43.0%
42.6%
42.4%
42.2%
42.2%
41.9%
41.9%
41.8%
40.8%
39.0%
38.0%
34.7%
34.5%
34.0%
34.0%
33.2%
31.7%
30.3%
27.8%
27.5%
24.7%
24.5%
20.8%
15.6%
U.A.E.
SAUDI ARABIA
MALAYSIA
VIETNAM
CHILE
MEXICO
THAILAND
ISRAEL
COLOMBIA
SINGAPORE
INDONESIA
PHILIPPINES
ARGENTINA
IRELAND
TURKEY
BRAZIL
ROMANIA
U.S.A.
RUSSIA
FRANCE
MOROCCO
NEW ZEALAND
EGYPT
AUSTRALIA
GREECE
SOUTH AFRICA
BELGIUM
PORTUGAL
SWEDEN
SPAIN
U.K.
BULGARIA
ITALY
NETHERLANDS
NORWAY
HUNGARY
CANADA
POLAND
AUSTRIA
KENYA
GERMANY
SWITZERLAND
CROATIA
DENMARK
TAIWAN
WORLDWIDE
JAPAN
CZECHIA
NIGERIA
SOUTH KOREA
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE
DATA ONLY. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF TIKTOK ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
TIKTOK ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

327. 327
49H 29M
45H 37M
45H 01M
42H 55M
42H 20M
42H 13M
41H 14M
40H 46M
39H 27M
38H 49M
38H 47M
38H 38M
38H 33M
38H 26M
38H 16M
37H 38M
37H 19M
36H 38M
36H 21M
35H 15M
34H 51M
34H 48M
34H 00M
33H 24M
33H 23M
33H 05M
32H 52M
32H 39M
32H 31M
32H 12M
31H 51M
31H 47M
31H 31M
31H 06M
30H 18M
30H 10M
29H 42M
29H 25M
27H 15M
27H 12M
27H 06M
27H 00M
26H 26M
25H 06M
24H 46M
23H 54M
22H 57M
U.K.
U.S.A.
MEXICO
CHILE
BELGIUM
AUSTRALIA
VIETNAM
PHILIPPINES
ISRAEL
MALAYSIA
CANADA
FRANCE
ARGENTINA
INDONESIA
THAILAND
GERMANY
NORWAY
PORTUGAL
POLAND
NETHERLANDS
CROATIA
SAUDI ARABIA
WORLDWIDE
CZECHIA
SINGAPORE
SPAIN
BULGARIA
COLOMBIA
ROMANIA
ITALY
SWEDEN
RUSSIA
AUSTRIA
JAPAN
DENMARK
BRAZIL
NEW ZEALAND
TURKEY
HUNGARY
U.A.E.
SOUTH AFRICA
IRELAND
GREECE
SOUTH KOREA
EGYPT
TAIWAN
SWITZERLAND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE TIKTOK MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: DOES NOT INCLUDE DATA FOR DOUYIN. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE TIKTOK USER SPENDS USING THE TIKTOK APP ON ANDROID PHONES
TIKTOK: TIME SPENT USING MOBILE APP JAN
2024

328. 328
463.4 458.2
433.9
430.3
409.5
408.3
402.2
393.7
392.9
387.6
380.2
377.5
373.7
373.2
368.4
367.9
367.8
365.9
358.1
343.6
337.9
337.3
333.2
332.4
329.0
324.8
324.1
314.3
313.4
310.0
306.8
306.7
298.4
293.0
292.6
288.7
282.3
280.8
279.6
278.0
272.7
242.2
242.1
237.2
221.9
220.2
157.2
ISRAEL
BELGIUM
NORWAY
CHILE
MEXICO
PHILIPPINES
POLAND
NETHERLANDS
ARGENTINA
CROATIA
SINGAPORE
SAUDI ARABIA
INDONESIA
CZECHIA
MALAYSIA
VIETNAM
AUSTRIA
PORTUGAL
COLOMBIA
WORLDWIDE
SWEDEN
AUSTRALIA
BULGARIA
ROMANIA
SPAIN
ITALY
U.K.
CANADA
THAILAND
GERMANY
TURKEY
U.A.E.
FRANCE
EGYPT
GREECE
RUSSIA
DENMARK
IRELAND
U.S.A.
BRAZIL
HUNGARY
SWITZERLAND
NEW ZEALAND
TAIWAN
SOUTH KOREA
SOUTH AFRICA
JAPAN
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE TIKTOK MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE TIKTOK USER OPENS THE TIKTOK APP ON ANDROID PHONES
TIKTOK: MONTHLY APP SESSIONS PER USER JAN
2024

329. 329
01UNITED STATES OF AMERICA 148,017,000 +3.2%
02INDONESIA 126,831,500 +19.1%
03BRAZIL 98,589,500 +3.8%
04MEXICO 74,151,500 +7.6%
05VIETNAM 67,719,500 +8.2%
06RUSSIAN FEDERATION 58,592,500 -0.9%
07PAKISTAN 54,375,000 +13.0%
08PHILIPPINES 49,087,000 +23.2%
09THAILAND 44,376,000 +16.5%
10TURKEY 37,734,000 +5.6%
11BANGLADESH 37,360,500 [N/A]
12SAUDI ARABIA 35,100,500 +0.7%
13EGYPT 32,938,500 +8.7%
14IRAQ 31,953,500 +4.3%
15MALAYSIA 28,678,000 +7.1%
16COLOMBIA 27,306,000 +9.1%
17JAPAN 26,053,000 +3.8%
18FRANCE 25,421,500 +20.9%
19NIGERIA 23,844,000
[N/A]
20GERMANY 23,563,000 +19.5%#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. TIKTOK’S TOOLS ONLY PUBLISH AD REACH DATA FOR USERS AGED 18+ . ONLY INCLUDES COUNTRIES
AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“
COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USER AGE
MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+
TIKTOK AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

330. 330
01UNITED ARAB EMIRATES 136.4%* 10,734,000
02SAUDI ARABIA 135.0%* 35,100,500
03KUWAIT 125.7%* 4,153,000
04IRAQ 122.8%* 31,953,500
05QATAR 116.2%* 2,596,000
06MALAYSIA 113.6%* 28,678,000
07LEBANON 110.5%* 3,923,000
08KAZAKHSTAN 109.2%* 14,100,500
09LIBYA 106.9%* 4,948,000
10BAHRAIN 102.7%* 1,175,000
11ECUADOR 99.3% 12,658,500
12BOLIVIA 92.8% 7,389,000
13VIETNAM 92.6% 67,719,500
14PERU 91.7% 21,908,000
15GEORGIA 90.5% 2,524,000
16CHILE 89.4% 13,752,000
17CAMBODIA 88.4% 9,956,000
18EL SALVADOR 87.0% 3,881,500
19DOMINICAN REPUBLIC 85.5% 6,641,000
20GREENLAND 84.3% 36,000#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. DOES NOT INCLUDE DOUYIN. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE
NOT AVAILABLE FOR ALL LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH THE
OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS,
DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
TIKTOK ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

331. 331
7.80% 7.06% 0.10% 0.01% MEDIAN ENGAGEMENT RATE FOR
POSTS PUBLISHED BY TIKTOK BUSINESS
ACCOUNTS (ENGAGEMENTS vs. VIEWS)
MEDIAN NUMBER OF POST LIKES vs.
POST VIEWS FOR POSTS PUBLISHED
BY TIKTOK BUSINESS ACCOUNTS
MEDIAN NUMBER OF COMMENTS vs.
POST VIEWS FOR POSTS PUBLISHED
BY TIKTOK BUSINESS ACCOUNTS
MEDIAN NUMBER OF POST SHARES vs.
POST VIEWS FOR POSTS PUBLISHED
BY TIKTOK BUSINESS ACCOUNTS
SOURCE: SOCIALINSIDER. FIGURES BASED ON ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. NOTES: FIGURES COMPARE THE COMBINED NUMBER OF POST LIKES, COMMENTS, AND SHARES
WITH THE TOTAL NUMBER OF USERS TO WHOM THE RELEVANT POSTS WERE ACTUALLY SERVED. FIGURES REPRESENT MEDIANS BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF TIKTOK BUSINESS ACCOUNT,
WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.GLOBAL OVERVIEW MEDIAN ENGAGEMENT RATES FOR POSTS PUBLISHED BY TIKTOK BUSINESS ACCOUNTS , AS REPORTED BY SOCIALINSIDER
TIKTOK ENGAGEMENT RATES: SOCIALINSIDER JAN
2024

332. 332
01
KHABANE LAME
161.6 M
@KHABY.LAME
02
CHARLI D'AMELIO
151.7 M
@CHARLIDAMELIO
03
BELLA POARCH
93.9 M
@BELLAPOARCH
04
MRBEAST
92.6 M
@MRBEAST
05
ADDISON RAE
88.7 M
@ADDISONRE
06
KIMBERLY LOAIZA
80.6 M
@KIMBERLY.LOAIZA
07
ZACH KING
80.6 M
@ZACHKING
08
TIKTOK
77.9 M
@TIKTOK
09
BURAK ÖZDEMIR
74.6 M
@CZNBURAK
10
WILL SMITH
74.2 M
@WILLSMITH
31
RIYAZ ALY
46.1 M
@RIYAZ.14
32
CARLOS FERIA
45.8 M
@CARLOSFERIAG
33
JOJO SIWA
45.6 M
@ITSJOJOSIWA
34
PONGÁMOSLO A PRUEBA
44.2 M
@PONGAMOSLO_A_PRUEBA
35
JUNYA GOU
44.1 M
@JUNYA1GOU
36
JOE ALBANESE
43.8 M
@JOEALBANESE
37
VILMEI
43.5 M
@VILMEIJUGA
38
RIA RICIS
42.9 M
@RIARICIS
39
AVANI GREGG
42.8 M
@AVANI
40
ROD CONTRERAS
42.8 M
@ELRODCONTRERAS
21
BAYASHI
53.8 M
@BAYASHI.TIKTOK
22
YOUNES ZAROU
53.7 M
@YOUNESZAROU
23
HOMA
52.4 M
@HOMM9K
24
MICHAEL LE
51.8 M
@JUSTMAIKO
25
BILLIE EILISH
51.1 M
@BILLIEEILISH
26
KAROL G
50.8 M
@KAROLG
27
KRIS COLLINS
50.5 M
@KALLMEKRIS
28
WILLIE SALIM
48.6 M
@WILLIESALIM
29
BLACKPINK
47.6 M
@BP_TIKTOK
30
BRENT RIVERA
47.4 M
@BRENTRIVERA
11
THE ROCK
74.1 M
@THEROCK
12
DOMINIK LIPA
72.0 M
@DOMELIPA
13
BTS
63.9 M
@BTS_OFFICIAL_BIGHIT
14
SELENA GOMEZ
59.1 M
@SELENAGOMEZ
15
JASON DERULO
58.1 M
@JASONDERULO
16
DIXIE D'AMELIO
56.6 M
@DIXIEDAMELIO
17
WON JEONG
55.4 M
@OX_ZUNG
18
SPENCER POLANCO KNIGHT
54.9 M
@SPENCERX
19
KYLIE JENNER
54.8 M
@KYLIEJENNER
20
LOREN GRAY
54.0 M
@LORENGRAY#ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK.COM. NOTE: TIKTOK ROUNDS FOLLOWER COUNTS AT SOURCE. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT
CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW TIKTOK ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TIKTOK ACCOUNTS JAN
2024

333. 333 VIEWS
31#STITCH 1.21 T
32#FOOTBALL 1.19 T
33#POV 1.11 T
34#COMEDIA 1.10 T
35#TIKTOKINDIA 1.09 T
36#ASMR 1.08 T
37#VIRALTIKTOK 1.08 T
38#FUNNYVIDEOS 1.01 T
39#FYPPPPPPPPPPPPPPPPPPPPPPP 958 B
40#MOVIE 919 B
21#COMEDY 2.19 T
22#FYPAGE 2.03 T
23#РЕК 1.93 T
24#GREENSCREEN 1.66 T
25#LOVE 1.66 T
26#POURTOI 1.60 T
27#ANIME 1.58 T
28#EXPLORE 1.44 T
29#MEME 1.35 T
30#EDIT 1.34 T
11#FUNNY 4.25 T
12#XYZBCA 4.23 T
13#DUET 3.49 T
14#FYPシ゚゚VIRAL 2.97 T
15#VIRALVIDEO 2.81 T
16#TREND 2.61 T
17#XUHUONG 2.57 T
18#HUMOR 2.48 T
19#
رولبسكا 2.36 T
20#РЕКОМЕНДАЦИИ 2.24 T
01#FYP 55.41 T
02#FORYOU 31.72 T
03#VIRAL 21.68 T
04#FYPシ 20.56 T
05#FOR
YOUPAGE 19.56 T
06#PARATI 8.43 T
07#TIKTOK 7.29 T
08#CAPCUT 6.11 T
09#FY 6.08 T
10#TRENDING 5.39 T#HASHTAG VIEWS #HASHTAG VIEWS#HASHTAG VIEWS #HASHTAG VIEWS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTES: POST VIEW COUNTS REPRESENT THE NUMBER OF VIEWS ON POSTS THAT INCLUDE THE RELEVANT HASHTAG. POSTS MAY INCLUDE
MULTIPLE HASHTAGS, SO THE SAME VIEW MAY REGISTER IN THE VIEW COUNTS FOR MULTIPLE HASHTAGS AT THE SAME TIME. POST VIEW COUNTS ROUNDED AT SOURCE. ADVISORY: THERE IS NO SIMPLE
WAY TO IDENTIFY TOP HASHTAGS ON TIKTOK, SO THIS LIST MAY INADVERTENTLY MISS HASHTAGS THAT OUTPERFORM SOME OF THOSE FEATURED IN THIS LIST. COMPARABILITY: POST COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW HASHTAGS THAT HAVE ATTRACTED THE GREATEST NUMBER OF VIEWS ON TIKTOK (ALL TIME)
TOP TIKTOK HASHTAGS JAN
2024

334. FACEBOOK MESSENGER

335. 335
44.5% 55.5% 17.2% 15.1% 19.1%
979.4 12.1% 18.3% -5.4% +5.2%
MILLION -56 MILLION +48 MILLION90 SHARE: FEMALE MESSENGER
AD REACH AGED 18+ vs. OVERALL
MESSENGER AD REACH AGED 18+
SHARE: MALE MESSENGER
AD REACH AGED 18+ vs. OVERALL
MESSENGER AD REACH AGED 18+
ADOPTION: OVERALL MESSENGER
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE MESSENGER
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE MESSENGER
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED MESSENGER AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: BASED ON MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ONLY AVAILABLE FOR “FEMALE” AND “MALE”. SOURCE DATA FOR REACH
BY GENDER MAY NOT SUM TO PUBLISHED TOTAL. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION AND
INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. REDUCED AVAILABILITY OF
CERTAIN AD FORMATS MAY IMPACT REACH IN SOME COUNTRIES. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

336. 336
987.7 999.8 1,000
975.9
931.0
1,036 1,038 1,036
979.4
+1.2% +0.0% -2.4% -4.6% +11.2% +0.2% -0.2% -5.4%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH
THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED
REACH, AND SUCH ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. REDUCED AVAILABILITY OF CERTAIN AD FORMATS MAY IMPACT REACH IN SOME COUNTRIES. SEE NOTES ON
DATA.GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK MESSENGER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
MESSENGER: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

337. 337
9.6%
13.3%
9.3%
6.0%
3.8%
2.4%
13.3%
19.1%
11.4%
6.2%
3.3%
2.1%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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: VALUES
MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: META’S TOOLS ALSO PUBLISH REACH DATA FOR AUDIENCES AGED 13 TO
17, BUT THE DATA FOR THAT AGE RANGE NO LONGER SHOWS SPLITS BY GENDER. AS A RESULT, FIGURES SHOWN HERE MAY NOT SUM TO 100%. SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES
SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

338. 338
78.0%
73.8%
71.8%
71.0%
64.8%
63.8%
61.8%
60.5%
58.4%
57.0%
55.2%
54.3%
53.4%
52.4%
51.6%
51.4%
51.1%
49.8%
49.2%
48.6%
47.6%
46.6%
45.9%
44.9%
44.2%
43.5%
39.1%
37.6%
36.5%
34.9%
32.5%
31.0%
30.3%
25.5%
24.9%
24.5%
22.2%
19.1%
17.2%
15.1%
14.1%
12.0%
7.2%
6.6%
6.5%
5.6%
5.5%
5.5%
2.4%
2.1%
2.0%
1.7%
0.04%
PHILIPPINES
VIETNAM
U.A.E.
NEW ZEALAND
NORWAY
MEXICO
DENMARK
THAILAND
HUNGARY
SWEDEN
PORTUGAL
BELGIUM
COLOMBIA
CHILE
U.K.
TAIWAN
GREECE
BULGARIA
EGYPT
ROMANIA
CZECHIA
MALAYSIA
POLAND
IRELAND
ISRAEL
ARGENTINA
CROATIA
SINGAPORE
SAUDI ARABIA
BRAZIL
ITALY
NETHERLANDS
HONG KONG
SWITZERLAND
AUSTRIA
TURKEY
SPAIN
GERMANY
WORLDWIDE
SOUTH AFRICA
INDONESIA
INDIA
KENYA
SOUTH KOREA
MOROCCO
JAPAN
GHANA
NIGERIA
AUSTRALIA *
U.S.A. *
CANADA *
FRANCE *
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN COUNTRIES IDENTIFIED BY ( *), WHICH MAY IMPACT POTENTIAL
REACH. VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE
MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF FACEBOOK MESSENGER ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
MESSENGER ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

339. 339
01INDIA 121,600,000 -2.3%
02PHILIPPINES 59,550,000 -4.3%
03MEXICO 58,750,000 -6.1%
04BRAZIL 56,950,000 -2.1%
05VIETNAM 54,500,000 -7.6%
06THAILAND 35,550,000 -10.2%
07EGYPT 34,950,000 -9.6%
08BANGLADESH 28,300,000 -1.9%
09=INDONESIA 27,750,000 -7.2%
09=UNITED KINGDOM 27,750,000 -1.8%
11COLOMBIA 20,800,000 -5.5%
12ALGERIA 16,400,000 -5.2%
13ITALY 16,250,000 -9.5%
14IRAQ 15,700,000 -8.2%
15TURKEY 15,450,000 -2.5%
16POLAND 15,300,000 -10.3%
17ARGENTINA 14,600,000 -2.0%
18MYANMAR 13,950,000 -7.3%
19PERU 13,600,000 -4.9%
20GERMANY 13,250,000 -5.4%#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. SOME MESSENGER AD FORMATS ARE
UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT THEIR RESPECTIVE RANKING. VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-
ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: BASE REVISIONS. VALUES FOR
CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
MESSENGER AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

340. 340
11FIJI 72.6% 453,150
12SAMOA 71.9% 92,400
13UNITED ARAB EMIRATES 71.8% 5,650,000
14CAMBODIA 71.5% 8,050,000
15NEW ZEALAND 71.0% 2,900,000
16MALTA 70.9% 320,400
17BHUTAN 69.6% 405,050
18GUAM 69.0% 83,150
19LITHUANIA 67.8% 1,500,000
20CYPRUS 67.6% 693,650
01MONGOLIA 100.4%* 2,200,000
02LIBYA 99.4% 4,600,000
03GEORGIA 86.0% 2,400,000
04TONGA 84.8% 54,850
05GREENLAND 82.3% 35,150
06FAROE ISLANDS 81.6% 32,700
07PHILIPPINES 78.0% 59,450,000
08ICELAND 76.8% 225,500
09QATAR 73.9% 1,650,000
10VIETNAM 73.8% 53,950,000#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. SOME MESSENGER AD FORMATS
ARE UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT RANKINGS. VALUES USE MIDPOINTS OF PUBLISHED RANGES. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST
USERS AGED 18+ WITH OVERALL POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER
AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE FACEBOOK MESSENGER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
MESSENGER ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

341. LINKEDIN

342. 342
43.6% 56.4% 18.0% 12.9% 16.8%
1.03 12.7% 19.2% +3.6% +13.9%
BILLION +36 MILLION +125 MILLION90 SHARE: FEMALE LINKEDIN
AD REACH AGED 18+ vs. OVERALL
LINKEDIN AD REACH AGED 18+
SHARE: MALE LINKEDIN
AD REACH AGED 18+ vs. OVERALL
LINKEDIN AD REACH AGED 18+
ADOPTION: OVERALL LINKEDIN
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE LINKEDIN
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE LINKEDIN
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON LINKEDIN
LINKEDIN AD REACH
vs. TOTAL POPULATION
LINKEDIN AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED LINKEDIN AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED LINKEDIN AD REACH
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES REFLECT TOTAL REGISTERED “MEMBERS”, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER DATA
ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION AND
INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE
REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

343. 343
808.4
828.1
849.6 857.1
900.2
922.3
958.1
989.7
1,026
+2.4% +2.6% +0.9% +5.0% +2.5% +3.9% +3.3% +3.6%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN USER NUMBERS,
SOURCE DATA REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, AND SUCH ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE
NOTES ON DATA.GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON LINKEDIN (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
LINKEDIN: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

344. 344OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
1.8%
6.7%
7.0%
14.1%
0.2%
1.3%
1.2%
0.3%
1.6%
2.1%
2.3%
5.0%
5.6%
6.9%
12.1%
0.5%
2.8%
23.8%
4.6%
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL REGISTERED MEMBER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL LINKEDIN ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL LINKEDIN ADVERTISING REACH
SHARE OF LINKEDIN ADVERTISING AUDIENCE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

345. 345
11.2%
22.1%
8.7%
1.2%
13.5%
29.5%
11.3%
2.5%18 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 54
YEARS OLD
55+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE
USER BASE. USER AGE MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN
ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF LINKEDIN’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
LINKEDIN: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

346. 346
100.4%
83.5%
82.2%
81.0%
76.9%
75.7%
72.5%
71.9%
69.1%
68.6%
61.8%
59.4%
59.1%
56.9%
56.4%
55.4%
51.4%
49.7%
47.9%
41.8%
41.3%
40.0%
38.9%
34.2%
33.4%
31.0%
30.9%
29.7%
28.2%
28.0%
27.9%
26.3%
26.0%
25.6%
24.0%
23.5%
21.0%
20.2%
19.3%
18.7%
18.0%
16.2%
14.2%
13.8%
13.3%
13.2%
11.9%
10.3%
9.0%
8.5%
7.9%
5.0%
3.9%
U.A.E.
NETHERLANDS
U.S.A.
SINGAPORE
IRELAND
CANADA
U.K.
AUSTRALIA
DENMARK
NEW ZEALAND
SWEDEN
SWITZERLAND
NORWAY
PORTUGAL
FRANCE
BELGIUM
CHILE
HONG KONG
SPAIN
ISRAEL
BRAZIL
ITALY
ARGENTINA
SAUDI ARABIA
COLOMBIA
AUSTRIA
MALAYSIA
SOUTH AFRICA
CZECHIA
CROATIA
GREECE
ROMANIA
GERMANY
TURKEY
MEXICO
BULGARIA
PHILIPPINES
POLAND
HUNGARY
MOROCCO
WORLDWIDE
TAIWAN
EGYPT
KENYA
INDONESIA
GHANA
INDIA
VIETNAM
SOUTH KOREA
THAILAND
NIGERIA
CHINA
JAPAN
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL REGISTERED MEMBER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF LINKEDIN ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
LINKEDIN ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

347. 347
1H 07M
1H 06M
1H 06M
1H 02M
0H 59M
0H 55M
0H 55M
0H 54M
0H 54M
0H 51M
0H 51M
0H 50M
0H 49M
0H 47M
0H 43M
0H 43M
0H 42M
0H 42M
0H 41M
0H 41M
0H 40M
0H 40M
0H 39M
0H 38M
0H 37M
0H 37M
0H 35M
0H 35M
0H 35M
0H 34M
0H 32M
0H 31M
0H 31M
0H 31M
0H 30M
0H 30M
0H 28M
0H 25M
0H 25M
0H 25M
0H 24M
0H 23M
0H 23M
0H 21M
0H 20M
0H 16M
0H 13M
0H 13M
0H 09M
INDIA
AUSTRALIA
U.A.E.
SAUDI ARABIA
U.K.
NETHERLANDS
U.S.A.
BRAZIL
FRANCE
WORLDWIDE
CANADA
EGYPT
SWITZERLAND
SINGAPORE
IRELAND
TURKEY
HONG KONG
MEXICO
NEW ZEALAND
SWEDEN
GERMANY
SOUTH KOREA
DENMARK
SOUTH AFRICA
INDONESIA
ISRAEL
COLOMBIA
GREECE
SPAIN
AUSTRIA
BELGIUM
ARGENTINA
BULGARIA
PORTUGAL
CHILE
ITALY
CROATIA
HUNGARY
MALAYSIA
ROMANIA
JAPAN
NORWAY
POLAND
PHILIPPINES
CZECHIA
TAIWAN
RUSSIA
THAILAND
VIETNAM
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE LINKEDIN MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE LINKEDIN USER SPENDS USING THE LINKEDIN APP ON ANDROID PHONES
LINKEDIN: TIME SPENT USING MOBILE APP JAN
2024 DATAREPORTAL

348. 348
54.9 54.4
54.3
50.5
46.7
43.8
43.3
42.3
41.9
41.7
41.7
38.9
38.6
38.2
37.6
36.7
35.9
35.5
35.0
35.0
33.3
33.2
30.5
30.5
29.7
29.2
28.9
28.8
28.0
28.0
26.5
26.5
25.6
25.6
24.4
24.1
22.5
22.0
21.9
21.8
20.5
19.5
17.4
17.4
16.6
16.3
13.6
10.4
9.6
U.A.E. INDIA
SAUDI ARABIA
EGYPT
SINGAPORE
NETHERLANDS
DENMARK
U.K.
WORLDWIDE
AUSTRALIA
TURKEY
BRAZIL
SWITZERLAND
CANADA
FRANCE
ISRAEL
MEXICO
GREECE
CROATIA
U.S.A.
HONG KONG
NEW ZEALAND
SPAIN
SWEDEN
IRELAND
INDONESIA
GERMANY
ITALY
AUSTRIA
COLOMBIA
ARGENTINA
BELGIUM
SOUTH AFRICA
PORTUGAL
HUNGARY
SOUTH KOREA
POLAND
CHILE
ROMANIA
BULGARIA
NORWAY
MALAYSIA
TAIWAN
PHILIPPINES
CZECHIA
JAPAN
THAILAND
RUSSIA
VIETNAM
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE LINKEDIN MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE LINKEDIN USER OPENS THE LINKEDIN APP ON ANDROID PHONES
LINKEDIN: MONTHLY APP SESSIONS PER USER JAN
2024 DATAREPORTAL

349. 349
01UNITED STATES OF AMERICA 220,000,000 [UNCHANGED]
02INDIA 120,000,000 +9.1%
03BRAZIL 68,000,000 +4.6%
04CHINA 57,000,000 -3.4%
05UNITED KINGDOM 39,000,000 +2.6%
06FRANCE 29,000,000 +3.6%
07INDONESIA 26,000,000 +4.0%
08CANADA 24,000,000 +4.3%
09MEXICO 22,000,000 +4.8%
10ITALY 20,000,000 +5.3%
11SPAIN 19,000,000 +5.6%
12GERMANY 18,000,000 +5.9%
13=PHILIPPINES 16,000,000 +6.7%
13=TURKEY 16,000,000 +6.7%
15AUSTRALIA 15,000,000 +7.1%
16=ARGENTINA 13,000,000 +8.3%
16=COLOMBIA 13,000,000 [UNCHANGED]
18=NETHERLANDS 12,000,000 +9.1%
18=PAKISTAN 12,000,000 +9.1%
18=SOUTH AFRICA 12,000,000 [UNCHANGED]#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
LINKEDIN RESTRICTS USE OF ITS PLATFORM TO USERS AGED 18+. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT
THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH TOTAL REGISTERED MEMBERS OR THE ACTIVE USER BASE.
COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

350. 350
01CAYMAN ISLANDS 112.3%* 63,000
02BERMUDA 109.8%* 58,000
03UNITED ARAB EMIRATES 100.4%* 7,900,000
04U.S. VIRGIN ISLANDS 98.6% 75,000
05ANDORRA 92.8% 63,000
06ICELAND 91.9% 270,000
07NETHERLANDS 83.5% 12,000,000
08UNITED STATES OF AMERICA 82.2% 220,000,000
09SINGAPORE 81.0% 4,200,000
10IRELAND 76.9% 3,000,000
11CANADA 75.7% 24,000,000
12UNITED KINGDOM 72.5% 39,000,000
13AUSTRALIA 71.9% 15,000,000
14ARUBA 71.2% 61,000
15LUXEMBOURG 71.1% 380,000
16MALTA 70.8% 320,000
17DENMARK 69.1% 3,300,000
18NEW ZEALAND 68.6% 2,800,000
19GUAM 66.4% 80,000
20GUERNSEY 66.1% 34,000#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES BASED ON TOTAL
REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH OVERALL
POPULATION AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH TOTAL REGISTERED MEMBERS OR THE ACTIVE USER BASE. (*) VALUES MAY EXCEED 100% DUE TO USER AGE
MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE LINKEDIN ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
LINKEDIN ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

351. 351
01GOOGLE 31,500,000
02AMAZON 30,150,000
03LINKEDIN 25,290,000
04TED CONFERENCES 23,010,000
05 MICROSOFT 21,330,000
06UNILEVER 18,850,000
07FORBES 17,880,000
08APPLE 17,430,000
09IBM 15,770,000
10NESTLÉ 14,980,000
11DELOITTE 14,270,000
12HARVARD BUSINESS REVIEW 14,160,000
13LINKEDIN NEWS 14,070,000
14TATA CONSULTANCY SERVICES 14,060,000
15THE ECONOMIST 12,910,000
16TESLA 11,780,000
17ACCENTURE 11,470,000
18INSIDER BUSINESS 10,910,000
19META 10,150,000
20NETFLIX 10,120,000#PAGE FOLLOWERS #PAGE FOLLOWERS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON LINKEDIN. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW LINKEDIN PAGES WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED PAGES ON LINKEDIN JAN
2024

352. 352
01BILL GATES 35,020,000
02RICHARD BRANSON 18,730,000
03SATYA NADELLA 10,700,000
04JEFF WEINER 10,440,000
05ARIANA HUFFINGTON 9,600,000
06MARK CUBAN 7,630,000
07SIMON SINEK 7,570,000
08TONY ROBBINS 7,080,000
09JACK WELCH 6,910,000
10MELINDA GATES 6,560,000
11DANIEL GOLEMAN 5,650,000
12DEEPAK CHOPRA 5,630,000
13JUSTIN TRUDEAU 5,410,000
14GARY VAYNERCHUK 5,410,000
15ADAM GRANT 5,200,000
16BRENÉ BROWN 4,250,000
17NARENDRA MODI 4,190,000
18KEVIN O’LEARY 3,790,000
19ANTHONY J. JAMES 3,680,000
20IAN BREMMER 3,670,000#PROFILE FOLLOWERS #PROFILE FOLLOWERS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON LINKEDIN. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW LINKEDIN PERSONAL PROFILES WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED PROFILES ON LINKEDIN JAN
2024

353. 353
31#MONEY 14.0 M
32#BANKINGINDUSTRY 13.4 M
33#SUSTAINABILITY 13.2 M
34#ALTERNATIVEENERGY 12.6 M
35#PERSONALBRANDING 10.3 M
36#HIRINGANDPROMOTION 9.9 M
37#HEALTHCARE 9.6 M
38#EDUCATION 9.5 M
39#CUSTOMERRELATIONS 8.5 M
40#PRODUCTIVITY 8.4 M
21#BRANDING 17.8 M
22#PROFESSIONALWOMEN 17.7 M
23#ADVERTISINGANDMARKETING 17.0 M
24#GENDER 16.5 M
25#WOMENINSCIENCE 16.4 M
26#FEMINISM 16.1 M
27#MOTIVATION 15.6 M
28#PERSONALDEVELOPMENT 14.5 M
29#INVESTING 14.2 M
30#JOBINTERVIEWS 14.2 M
11#CAREERS 22.3 M
12#MARKETS 22.0 M
13#STARTUPS 21.0 M
14#MARKETING 20.2 M
15#SOCIALMEDIA 19.5 M
16#VENTURECAPITAL 19.1 M
17#SOCIALNETWORKING 18.8 M
18#LEANSTARTUPS 18.8 M
19#ECONOMY 18.5 M
20#ECONOMICS 17.8 M
01#INDIA 67.0 M
02#INNOVATION 38.4 M
03#MANAGEMENT 35.6 M
04#HUMANRESOURCES 32.9 M
05#DIGITALMARKETING 27.1 M
06#TECHNOLOGY 26.2 M
07#CREATIVITY 24.9 M
08#FUTURE 24.3 M
09#FUTURISM 23.2 M
10#ENTREPRENEURSHIP 22.5 M#HASHTAG FOLLOWERS #HASHTAG FOLLOWERS#HASHTAG FOLLOWERS #HASHTAG FOLLOWERS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON LINKEDIN. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW HASHTAGS WITH THE GREATEST NUMBER OF FOLLOWERS ON LINKEDIN
MOST FOLLOWED HASHTAGS ON LINKEDIN JAN
2024

354. SNAPCHAT

355. 355
306
319
332
347
363
375
383
397
406
+4.2% +4.1% +4.5% +4.6% +3.3% +2.1% +3.7% +2.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2022 2022 2022 2022 2023 2023 2023 2023SOURCE: SNAP COMPANY ANNOUNCEMENTS. COMPARABILITY: SNAP?S EARNINGS ANNOUNCEMENTS REPORT DAILY ACTIVE USERS, WHEREAS THE COMPANY?S ADVERTISING RESOURCES REPORT FIGURES
BASED ON MONTHLY ACTIVE USERS. GLOBAL OVERVIEW AVERAGE DAILY ACTIVE SNAPCHAT USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SNAPCHAT DAILY ACTIVE USERS
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

356. 356
49.0% 49.2% 9.6% 9.4% 9.5%
677.7 8.4% 12.7% +0.3% +6.8%
MILLION +1.7 MILLION +43 MILLION90 SHARE: FEMALE SNAPCHAT
AD REACH AGED 18+ vs. OVERALL
SNAPCHAT AD REACH AGED 18+
SHARE: MALE SNAPCHAT
AD REACH AGED 18+ vs. OVERALL
SNAPCHAT AD REACH AGED 18+
ADOPTION: OVERALL SNAPCHAT
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE SNAPCHAT
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE SNAPCHAT
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON SNAPCHAT
SNAPCHAT AD REACH
vs. TOTAL POPULATION
SNAPCHAT AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED SNAPCHAT AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED SNAPCHAT AD REACH
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO PUBLISHED TOTAL. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES
IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

357. 357
557.1
589.4
616.9
575.7
634.8
654.4
675.9 676.0 677.7
+5.8% +4.7% -6.7% +10.3% +3.1% +3.3% +0.02% +0.3%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH MAY
NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND
CHANGES IN THE AVAILABILITY OF DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON
DATA.GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON SNAPCHAT (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
SNAPCHAT: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

358. 358
9.7%
17.8%
11.2%
8.1%
2.4%
8.9%
20.3%
12.4%
5.8%
1.3%FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 ? 17
YEARS OLD
18 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 49
YEARS OLD
50+
YEARS OLD
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL, SO VALUES WILL NOT SUM TO 100%. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE
MISSTATEMENTS MAY DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS
REPORT. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF SNAPCHAT’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
SNAPCHAT: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

359. 359
76.2%
71.1%
52.9%
48.8%
47.0%
45.8%
45.2%
41.6%
35.1%
33.8%
33.5%
31.5%
30.2%
29.2%
25.8%
25.6%
23.1%
20.5%
18.2%
18.1%
17.6%
15.9%
15.0%
14.7%
14.4%
13.5%
13.1%
12.1%
12.1%
12.0%
11.6%
11.4%
11.0%
10.6%
9.6%
9.0%
8.7%
8.5%
6.2%
6.1%
5.2%
5.1%
4.8%
4.7%
3.8%
3.6%
0.9%
0.8%
0.6%
SAUDI ARABIA
NORWAY
U.A.E.
DENMARK
FRANCE
SWEDEN
IRELAND
NETHERLANDS
U.K.
U.S.A.
BELGIUM
CANADA
AUSTRALIA
NEW ZEALAND
AUSTRIA
SWITZERLAND
GERMANY
MOROCCO
SINGAPORE
EGYPT
TURKEY
ISRAEL
INDIA
MEXICO
POLAND
CROATIA
ROMANIA
COLOMBIA
HUNGARY
NIGERIA
SOUTH AFRICA
BULGARIA
CZECHIA
PORTUGAL
WORLDWIDE
KENYA
GREECE
SPAIN
PHILIPPINES
ITALY
RUSSIA
MALAYSIA
ARGENTINA
CHILE
HONG KONG
BRAZIL
THAILAND
INDONESIA
JAPAN
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH
DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF SNAPCHAT ADS AMONGST USERS AGED 18+ COMPARED WITH OVERALL POPULATION AGED 18+
SNAPCHAT ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

360. 360
17H 02M
12H 49M
12H 31M
12H 30M
12H 14M
10H 57M
9H 59M
9H 28M
9H 20M
8H 51M
8H 43M
8H 24M
8H 14M
7H 15M
7H 03M
6H 34M
4H 52M
4H 51M
4H 30M
4H 20M
4H 13M
4H 01M
3H 55M
3H 33M
3H 30M
3H 11M
2H 19M
2H 07M
1H 57M
1H 52M
1H 44M
1H 41M
1H 38M
1H 33M
1H 19M
1H 10M
1H 08M
1H 08M
1H 04M
1H 03M
0H 54M
0H 53M
0H 49M
0H 43M
0H 42M
0H 36M
0H 36M
0H 36M
0H 31M
AUSTRALIA
CANADA
SAUDI ARABIA
U.K.
FRANCE
BELGIUM
CROATIA
AUSTRIA
NETHERLANDS
U.S.A.
IRELAND
NORWAY
SWEDEN
NEW ZEALAND
DENMARK
GERMANY
HUNGARY
GREECE
U.A.E.
POLAND
SWITZERLAND
CZECHIA
ROMANIA
WORLDWIDE
BULGARIA
TURKEY
INDIA
EGYPT
HONG KONG
PORTUGAL
SOUTH AFRICA
ISRAEL
THAILAND
ITALY
MALAYSIA
SPAIN
ARGENTINA
SINGAPORE
RUSSIA
INDONESIA
COLOMBIA
BRAZIL
MEXICO
PHILIPPINES
CHILE
JAPAN
TAIWAN
VIETNAM
SOUTH KOREA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE SNAPCHAT MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE SNAPCHAT USER SPENDS USING THE SNAPCHAT APP ON ANDROID PHONES
SNAPCHAT: TIME SPENT USING MOBILE APP JAN
2024

361. 361
657.3
629.9
619.3
587.1
527.7
525.8
518.8
489.2
439.9
428.4
417.3
401.8
385.7
369.7
362.7
360.0
338.0
248.8
227.1
223.0
185.4
160.9
158.5
153.9
143.2
121.8
106.4
102.2
91.2
83.4
73.6
71.7
67.3
65.2
62.0
61.7
49.0
48.9
37.2
35.3
34.0
31.3
30.7
30.4
30.2
28.1
27.0
21.1
18.0
AUSTRIA
CANADA
AUSTRALIA
U.K.
BELGIUM
FRANCE
NETHERLANDS
CROATIA
NORWAY
IRELAND
SWEDEN
NEW ZEALAND
U.S.A.
DENMARK
GERMANY
SWITZERLAND
SAUDI ARABIA
CZECHIA
POLAND
HUNGARY
GREECE
ROMANIA
U.A.E.
WORLDWIDE
TURKEY
BULGARIA
INDIA
EGYPT
THAILAND
HONG KONG
PORTUGAL
SINGAPORE
SOUTH AFRICA
ISRAEL
MALAYSIA
ITALY
ARGENTINA
SPAIN
INDONESIA
JAPAN
COLOMBIA
BRAZIL
MEXICO
PHILIPPINES
SOUTH KOREA
VIETNAM
RUSSIA
CHILE
TAIWAN
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE SNAPCHAT MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE SNAPCHAT USER OPENS THE SNAPCHAT APP ON ANDROID PHONES
SNAPCHAT: MONTHLY APP SESSIONS PER USER JAN
2024

362. 362
01INDIA 200,970,000 +4.3%
02UNITED STATES OF AMERICA 106,240,000 -2.0%
03PAKISTAN 30,205,000 +5.3%
04FRANCE 27,345,000 -0.5%
05UNITED KINGDOM 23,670,000 +2.3%
06SAUDI ARABIA 22,635,000 +1.2%
07GERMANY 19,680,000 +3.1%
08IRAQ 17,740,000 -1.7%
09EGYPT 17,240,000 +1.9%
10MEXICO 16,005,000 +1.1%
11TURKEY 15,400,000 -6.4%
12NIGERIA 15,105,000 +3.0%
13CANADA 12,250,000 +0.1%
14ALGERIA 7,880,000 -2.5%
15AUSTRALIA 7,850,000 [UNCHANGED]
16RUSSIAN FEDERATION 7,735,000 +2.6%
17NETHERLANDS 6,940,000 -2.5%
18BRAZIL 6,835,000 +1.3%
19MOROCCO 6,650,000 -1.5%
20PHILIPPINES 5,905,000 -8.2%#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL
LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH
DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

363. 363
01BAHRAIN 81.0% 926,250
02LUXEMBOURG 77.9% 416,250
03SAUDI ARABIA 76.2% 19,820,000
04NORWAY 71.1% 3,127,500
05KUWAIT 61.3% 2,025,000
06IRAQ 55.0% 14,315,000
07UNITED ARAB EMIRATES 52.9% 4,162,500
08OMAN 52.3% 1,695,000
09DENMARK 48.8% 2,332,500
10FRANCE 47.0% 24,185,000
11SWEDEN 45.8% 3,855,000
12IRELAND 45.2% 1,762,500
13QATAR 42.0% 937,500
14NETHERLANDS 41.6% 5,970,000
15JORDAN 40.1% 2,857,500
16PALESTINE 37.0% 1,113,750
17FINLAND 36.8% 1,672,500
18UNITED KINGDOM 35.1% 18,900,000
19UNITED STATES OF AMERICA 33.8% 90,515,000
20BELGIUM 33.5% 3,142,500#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
#LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR
ALL LOCATIONS. RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES IN THE “REACH 18+ vs. POP. 18+” COLUMN COMPARE REACH AMONGST USERS AGED 18+ WITH OVERALL POPULATION
AGED 18+. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE
ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE SNAPCHAT ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
SNAPCHAT ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

364. X (TWITTER)

365. 365
39.1% 60.9% 9.9% 7.9% 12.4%
618.9 7.7% 11.6% -7.1% +11.3%
MILLION -47 MILLION +63 MILLION90 SHARE: FEMALE X AD REACH
AGED 18+ vs. OVERALL
X AD REACH AGED 18+
SHARE: MALE X AD REACH
AGED 18+ vs. OVERALL
X AD REACH AGED 18+
ADOPTION: OVERALL X AD
REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE X AD
REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE X AD
REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON X (TWITTER)
X AD REACH vs.
TOTAL POPULATION
X AD REACH vs.
TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED X AD REACH
YEAR-ON-YEAR CHANGE
IN REPORTED X AD REACH
SOURCES: X’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: SIGNIFICANT
ANOMALIES IN SOURCE DATA. REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS
MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERING
RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON X (TWITTER)
X: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

366. 366
436.4
465.1
486.0
544.5
556.0
372.9
564.1
666.2
618.9
+6.6% +4.5% +12.0% +2.1% -32.9% +51.3% +18.1% -7.1%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: X’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: SIGNIFICANT ANOMALIES IN SOURCE DATA. REACH FIGURES MAY NOT
REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND
CHANGES IN THE AVAILABILITY OF DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON
DATA.GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON X (TWITTER) (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
X: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024 SIGNIFICANT ANOMALIES IN SOURCE DATA SIGNIFICANT ANOMALIES IN SOURCE DATA SIGNIFICANT ANOMALIES IN SOURCE DATA

367. 367OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
1.1%
11.0%
17.1%
5.4%
0.1%
0.7%
0.8%
0.1%
1.3%
1.5%
2.8%
4.0%
6.0%
8.0%
8.0%
0.5%
3.6%
19.4%
8.7%
SOURCES: X’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: SIGNIFICANT ANOMALIES IN SOURCE DATA. REACH FIGURES MAY NOT
REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS,
DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT
POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL X (TWITTER) ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL X (TWITTER) ADVERTISING REACH
SHARE OF X ADVERTISING AUDIENCE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

368. 368
1.3%
15.2%
13.0%
6.7%
2.9%
1.2%
19.3%
22.4%
13.1%
4.9%FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 ? 17
YEARS OLD
18 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 49
YEARS OLD
50+
YEARS OLD
SOURCES: X’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES BASED ON MIDPOINTS OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. VALUES MAY NOT
SUM TO 100% DUE TO INCONSISTENCIES IN SOURCE DATA. ADVISORY: SIGNIFICANT ANOMALIES IN SOURCE DATA. VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE
DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF X (TWITTER)’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
X: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

369. 369
109.5%
81.1%
64.5%
60.5%
50.4%
44.4%
43.5%
38.4%
36.5%
35.4%
31.7%
30.0%
27.8%
27.3%
27.2%
25.5%
23.9%
23.8%
23.1%
22.5%
22.0%
21.8%
20.8%
20.6%
19.3%
19.3%
19.1%
19.1%
18.5%
18.5%
17.3%
16.2%
15.0%
14.5%
14.0%
13.5%
12.8%
12.5%
11.9%
11.5%
11.3%
9.9%
9.0%
8.5%
7.8%
7.6%
7.4%
5.9%
5.8%
4.9%
4.3%
2.5%
0.9%
0.8%
SINGAPORE
HONG KONG
JAPAN
SAUDI ARABIA
NETHERLANDS
IRELAND
U.K.
U.A.E.
U.S.A.
CANADA
TURKEY
FRANCE
SWEDEN
SPAIN
NORWAY
AUSTRALIA
THAILAND
CHILE
ARGENTINA
PORTUGAL
SOUTH KOREA
TAIWAN
MALAYSIA
GERMANY
BELGIUM
DENMARK
SWITZERLAND
CROATIA
NEW ZEALAND
MEXICO
ISRAEL
AUSTRIA
POLAND
CZECHIA
COLOMBIA
PHILIPPINES
BRAZIL
HUNGARY
INDONESIA
GREECE
ITALY
WORLDWIDE
SOUTH AFRICA
BULGARIA
EGYPT
ROMANIA
VIETNAM
KENYA
GHANA
NIGERIA
MOROCCO
INDIA
CHINA
RUSSIA
SOURCES: X’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINTS OF PUBLISHED RANGES. ADVISORY: SIGNIFICANT ANOMALIES IN SOURCE DATA. REACH FIGURES MAY
NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS,
DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERING RESEARCH DATES, AND CHANGES IN RESIDENT
POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW POTENTIAL REACH OF X (TWITTER) ADS AMONGST USERS AGED 18+ COMPARED WITH POPULATION AGED 18+
X ADVERTISING: ADULT REACH RATE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

370. 370
8H 19M
8H 01M
6H 53M
6H 49M
6H 26M
6H 22M
6H 11M
5H 29M
5H 20M
5H 03M
4H 40M
4H 40M
4H 30M
4H 15M
4H 10M
3H 58M
3H 49M
3H 49M
3H 48M
3H 45M
3H 41M
3H 37M
3H 36M
3H 35M
3H 30M
3H 26M
3H 24M
3H 22M
3H 22M
3H 14M
3H 13M
3H 09M
3H 04M
3H 03M
2H 59M
2H 57M
2H 39M
2H 38M
2H 31M
2H 30M
2H 25M
2H 21M
2H 12M
2H 02M
1H 56M
1H 51M
1H 46M
1H 44M
1H 35M
JAPAN
SAUDI ARABIA
IRELAND
SOUTH AFRICA
INDONESIA
GREECE
NEW ZEALAND
SWEDEN
SOUTH KOREA
ARGENTINA
WORLDWIDE
EGYPT
TURKEY
INDIA
AUSTRIA
BRAZIL
CANADA
SPAIN
U.A.E.
FRANCE
U.K.
NORWAY
DENMARK
NETHERLANDS
ISRAEL
SWITZERLAND
MEXICO
CZECHIA
U.S.A.
SINGAPORE
CHILE
MALAYSIA
THAILAND
PORTUGAL
COLOMBIA
POLAND
ROMANIA
GERMANY
AUSTRALIA
BELGIUM
PHILIPPINES
CROATIA
ITALY
HONG KONG
VIETNAM
TAIWAN
HUNGARY
BULGARIA
RUSSIA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING THE X (TWITTER) MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY
AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH ACTIVE X (TWITTER) USER SPENDS USING THE X APP ON ANDROID PHONES
X: TIME SPENT USING MOBILE APP JAN
2024 DATAREPORTAL

371. 371
228.4
224.2
192.5
192.0
188.3
169.3
143.1
132.6
130.7
127.8
118.8
116.7
115.1
114.9
114.7
113.4
111.1
109.8
109.2
106.7
104.1
103.9
102.6
102.4
101.2
100.8
98.6
96.4
94.9
93.3
88.2
86.3
85.2
81.3
81.3
80.5
78.8
78.2
72.6
72.0
71.7
69.6
65.0
64.5
61.9
57.8
57.3
43.9
36.2
JAPAN
IRELAND
INDONESIA
GREECE
SAUDI ARABIA
SOUTH KOREA
ARGENTINA
EGYPT
SOUTH AFRICA
WORLDWIDE
TURKEY
BRAZIL
SPAIN
SINGAPORE
INDIA
NEW ZEALAND
AUSTRIA
FRANCE
SWEDEN
SWITZERLAND
U.K.
CANADA
DENMARK
CZECHIA
CROATIA
NETHERLANDS
U.S.A.
ISRAEL
U.A.E.
MEXICO
BELGIUM
PORTUGAL
MALAYSIA
GERMANY
CHILE
POLAND
NORWAY
COLOMBIA
ITALY
AUSTRALIA
THAILAND
PHILIPPINES
HONG KONG
ROMANIA
TAIWAN
VIETNAM
HUNGARY
BULGARIA
RUSSIA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE X (TWITTER) MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE X (TWITTER) USER OPENS THE X APP ON ANDROID PHONES
X: MONTHLY APP SESSIONS PER USER JAN
2024 DATAREPORTAL

372. 372
01UNITED STATES OF AMERICA 105,420,000 -2.9%
02JAPAN 73,400,000 -1.0%
03INDIA 26,080,000 -13.9%
04UNITED KINGDOM 25,600,000 +5.3%
05INDONESIA 24,690,000 -8.7%
06BRAZIL 22,130,000 -8.4%
07TURKEY 20,670,000 -9.1%
08MEXICO 18,020,000 -8.1%
09FRANCE 17,460,000 +8.4%
10SAUDI ARABIA 16,840,000 -5.9%
11GERMANY 16,160,000 +3.9%
12THAILAND 14,680,000 -9.4%
13CANADA 14,410,000 +22.1%
14SPAIN 11,780,000 -8.4%
15PHILIPPINES 10,770,000 -11.7%
16SOUTH KOREA 10,400,000 -9.1%
17CHINA 9,880,000 +2.9%
18NETHERLANDS 8,960,000 +17.1%
19ARGENTINA 8,470,000 -6.4%
20HONG KONG 7,290,000 +37.5%#LOCATION
TOTAL
REACH ?QOQ
#LOCATION
TOTAL
REACH ?QOQ
SOURCES: X’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINTS OF
PUBLISHED RANGES, ROUNDED TO THE NEAREST 10,000. ADVISORY: SIGNIFICANT SOURCE DATA ANOMALIES. REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.),
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST X (TWITTER) ADVERTISING AUDIENCES
X AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

373. 373
01SINGAPORE 109.5%* 5,670,000
02HONG KONG 81.1% 5,230,000
03LUXEMBOURG 79.3% 420,000
04BELIZE 78.0% 220,000
05ANDORRA 67.0% 50,000
06JAPAN 64.5% 68,190,000
07ANTIGUA & BARBUDA 60.7% 40,000
08SAUDI ARABIA 60.5% 15,720,000
09NETHERLANDS 50.4% 7,240,000
10ISLE OF MAN 49.0% 30,000
11KUWAIT 48.7% 1,610,000
12CAYMAN ISLANDS 48.2% 30,000
13BAHRAIN 47.8% 550,000
14SEYCHELLES 45.2% 40,000
15IRELAND 44.4% 1,730,000
16UNITED KINGDOM 43.5% 23,440,000
17ICELAND 42.1% 120,000
18ARUBA 41.1% 40,000
19UNITED ARAB EMIRATES 38.4% 3,020,000
20BAHAMAS 37.6% 120,000#LOCATION
REACH vs.
POP. 18+
REACH
AGE 18+
#LOCATION
REACH vs.
POP. 18+
REACH
AGE 18+
SOURCES: X’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINTS OF
PUBLISHED RANGES, ROUNDED TO THE NEAREST 10,000. ADVISORY: SIGNIFICANT SOURCE DATA ANOMALIES. REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.),
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE X (TWITTER) ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
X ADULT AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

374. 374
01
ELON MUSK
169.3 M
@ELONMUSK
02
BARACK OBAMA
131.9 M
@BARACKOBAMA
03
JUSTIN BIEBER
111.4 M
@JUSTINBIEBER
04
CRISTIANO RONALDO
110.5 M
@CRISTIANO
05
RIHANNA
108.3 M
@RIHANNA
06
KATY PERRY
106.9 M
@KATYPERRY
07
TAYLOR SWIFT
95.0 M
@TAYLORSWIFT13
08
NARENDRA MODI
94.6 M
@NARENDRAMODI
09
DONALD TRUMP
87.4 M
@REALDONALDTRUMP
10
LADY GAGA
83.7 M
@LADYGAGA
31
JIMMY FALLON
50.1 M
@JIMMYFALLON
32
REAL MADRID CF
49.9 M
@REALMADRID
33
ESPN
49.7 M
@ESPN
34
AMITABH BACHCHAN
48.8 M
@SRBACHCHAN
35
방탄소년단
48.6 M
@BTS_TWT
36
FC BARCELONA
48.5 M
@FCBARCELONA
37
AKSHAY KUMAR
46.4 M
@AKSHAYKUMAR
38
MILEY CYRUS
46.4 M
@MILEYCYRUS
39
SALMAN KHAN
45.6 M
@BEINGSALMANKHAN
40
NBA
45.4 M
@NBA
21
JUSTIN TIMBERLAKE
61.2 M
@JTIMBERLAKE
22
VIRAT KOHLI
60.3 M
@IMVKOHLI
23
PMO INDIA
55.4 M
@PMOINDIA
24
THE NEW YORK TIMES
55.2 M
@NYTIMES
25
BRITNEY SPEARS
55.0 M
@BRITNEYSPEARS
26
SHAKIRA
53.7 M
@SHAKIRA
27
DEMI LOVATO
52.8 M
@DDLOVATO
28
LEBRON JAMES
52.8 M
@KINGJAMES
29
BBC BREAKING NEWS
51.8 M
@BBCBREAKING
30
UEFA CHAMPIONS LEAGUE
50.8 M
@CHAMPIONSLEAGUE
11
YOUTUBE
79.7 M
@YOUTUBE
12
NASA
78.8 M
@NASA
13
KIM KARDASHIAN
75.2 M
@KIMKARDASHIAN
14
ELLEN DEGENERES
74.8 M
@ELLENDEGENERES
15
X
67.4 M
@X
16
SELENA GOMEZ
66.5 M
@SELENAGOMEZ
17
BILL GATES
64.4 M
@BILLGATES
18
CNN BREAKING NEWS
63.9 M
@CNNBRK
19
NEYMAR
63.2 M
@NEYMARJR
20
CNN
62.1 M
@CNN#ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS #ACCOUNT FOLLOWERS SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON X. NOTES: THE ACCOUNT OF @ARIANAGRANDE WAS UNAVAILABLE AT THE TIME OF REPORT PRODUCTION, SO HAS NOT BEEN INCLUDED IN THIS
RANKING. HOWEVER, BASED ON PREVIOUS FOLLOWER COUNTS, ARIANA’S ACCOUNT WOULD OTHERWISE HAVE FEATURED IN THIS RANKING. FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST
100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION. GLOBAL OVERVIEW X (TWITTER) ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR X ACCOUNTS JAN
2024

375. 375
31??????
332,500,000
32
??????
288,900,000
33
??????
275,800,000
34
??????
265,900,000
35
??????
253,600,000
36
⬅
241,300,000
37
??????
236,500,000
38
??????
236,400,000
39
??????
225,800,000
40
??????
222,400,000
21??????
435,600,000
22
??????
425,900,000
23
✨
417,200,000
24
??????
365,400,000
25
??????
363,500,000
26
??????
362,000,000
27
??????
360,800,000
28
??????
357,300,000
29
✅
354,000,000
30
??????
335,100,000
11??????
572,400,000
12
??????
564,500,000
13
??????
554,100,000
14
??????
526,500,000
15
??????
508,200,000
16
☺
497,600,000
17
??????
479,000,000
18
??????
466,300,000
19
??????
466,000,000
20
??????
454,100,000
01??????
3,838,900,000
02
❤
2,046,700,000
03
??????
1,749,500,000
04
??????
1,356,600,000
05
♻
986,400,000
06
♥
900,300,000
07
??????
839,200,000
08
??????
627,000,000
09
??????
626,800,000
10
??????
614,200,000#EMOJI POSTS #EMOJI POSTS#EMOJI POSTS #EMOJI POSTS SOURCE: EMOJITRACKER. NOTES: FIGURES REPRESENT THE NUMBER OF TWEETS CONTAINING AT LEAST ONE INSTANCE OF EACH EMOJI THAT HAVE BEEN PUBLISHED TO X (TWITTER) SINCE 04 JULY 2013.
TWEETS CONTAINING MULTIPLE INSTANCES OF THE SAME EMOJI ARE ONLY COUNTED ONCE. POST COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: EMOJITRACKER HAS NOT
BEEN UPDATED SINCE X (TWITTER) IMPOSED RESTRICTIONS ON API ACCESS IN MARCH 2023, SO VALUES MAY NOT REFLECT THE LATEST USAGE. GLOBAL OVERVIEW EMOJI THAT HAVE BEEN USED IN THE GREATEST NUMBER OF TWEETS
MOST USED EMOJI ON X JAN
2024

376. PINTEREST

377. 377
444.0
431.0 433.0 433.0
445.0 450.0
463.0 465.0
482.0
-2.9% +0.5% 0% +2.8% +1.1% +2.9% +0.4% +3.7%
OCT JAN APR JUL OCT JAN APR JUL OCT
2021 2022 2022 2022 2022 2023 2023 2023 2023SOURCE: PINTEREST COMPANY ANNOUNCEMENTS. COMPARABILITY: PINTEREST’S EARNINGS ANNOUNCEMENTS REPORT TOTAL MONTHLY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING
RESOURCES ONLY PUBLISH DATA FOR A SELECTION OF COUNTRIES AND TERRITORIES. GLOBAL OVERVIEW PINTEREST MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
PINTEREST MONTHLY ACTIVE USERS
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

378. 378
69.5% 22.4% 4.8% 6.7% 2.2%
307.6 3.8% 5.8% -0.8% +23.2%
MILLION -2.5 MILLION +58 MILLION90 SHARE: FEMALE PINTEREST
AD REACH AGED 18+ vs. OVERALL
PINTEREST AD REACH AGED 18+
SHARE: MALE PINTEREST
AD REACH AGED 18+ vs. OVERALL
PINTEREST AD REACH AGED 18+
ADOPTION: OVERALL PINTEREST
AD REACH AGED 18+ vs. OVERALL
POPULATION AGED 18+
ADOPTION: FEMALE PINTEREST
AD REACH AGED 18+ vs. FEMALE
POPULATION AGED 18+
ADOPTION: MALE PINTEREST
AD REACH AGED 18+ vs. MALE
POPULATION AGED 18+
TOTAL POTENTIAL REACH
OF ADS ON PINTEREST
PINTEREST AD REACH
vs. TOTAL POPULATION
PINTEREST AD REACH
vs. TOTAL INTERNET USERS
QUARTER-ON-QUARTER CHANGE
IN REPORTED PINTEREST AD REACH
YEAR-ON-YEAR CHANGE IN
REPORTED PINTEREST AD REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO
AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES COMPARING REACH WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING RESEARCH DATES, AND CHANGES
IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

379. 379
225.7
235.0
251.8
270.9
249.7
282.5
293.6
310.1 307.6
+4.1% +7.1% +7.6% -7.8% +13.2% +3.9% +5.6% -0.8%
JAN APR JUL OCT JAN APR JUL OCT JAN
2022 2022 2022 2022 2023 2023 2023 2023 2024
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH MAY
NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS AND
CHANGES IN THE AVAILABILITY OF DATA BY LOCATION MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, WHICH MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. SEE NOTES ON
DATA.GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON PINTEREST (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
PINTEREST: REPORTED ADVERTISING REACH
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

380. 380
19.5%
20.4%
12.2%
8.1%
6.1%
3.2%
6.7%
7.1%
3.5%
2.4%
1.7%
0.9%
1.8%
2.5%
1.8%
0.9% 0.7%
0.4%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 N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES FOR “N/A”
REPRESENT SHARE OF USERS OF “UNSPECIFIED” GENDER, AS REPORTED IN PINTEREST’S TOOLS. ADVISORY: VALUES MAY NOT MATCH SHARE OF TOTAL ACTIVE USER BASE. USER AGE MISSTATEMENTS MAY
DISTORT SOURCE DATA. COMPARABILITY: SOURCE DATA INCONSISTENCIES MAY MEAN THAT VALUES SHOWN HERE DO NOT CORRELATE WITH VALUES SHOWN ELSEWHERE IN THIS REPORT. SOURCE DATA
REVISIONS. BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW SHARE OF PINTEREST’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
PINTEREST: ADVERTISING AUDIENCE PROFILE
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

381. 381
01UNITED STATES OF AMERICA 89,050,000 -9.6%
02BRAZIL 37,135,000 -7.4%
03MEXICO 24,085,000 -14.8%
04GERMANY 18,885,000 +12.0%
05FRANCE 16,335,000 +38.8%
06UNITED KINGDOM 13,535,000 +33.8%
07ARGENTINA 10,200,000 -13.3%
08ITALY 10,010,000 +9.2%
09CANADA 9,945,000 -7.6%
10SPAIN 9,305,000 +13.5%
11COLOMBIA 9,000,000 -8.3%
12JAPAN 8,105,000 +5.5%
13NETHERLANDS 6,335,000 +40.3%
14POLAND 6,095,000 -2.6%
15AUSTRALIA 5,305,000 +7.8%
16CHILE 4,920,000 -9.3%
17BELGIUM 2,945,000 +16.9%
18ROMANIA 2,680,000 +10.1%
19PORTUGAL 2,515,000 +9.1%
20SWEDEN 2,400,000 +33.0%#LOCATION
TOTAL
REACH ▲QOQ
#LOCATION
TOTAL
REACH ▲QOQ
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL
LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. FIGURES IN THE “▲QOQ“ COLUMN REPRESENT THE QUARTER-ON-QUARTER CHANGE IN PUBLISHED TOTAL REACH. ADVISORY: REACH
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: BASE REVISIONS. VALUES FOR CHANGE OVER TIME MAY BE DISTORTED. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
PINTEREST AD REACH RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

382. 382
01NETHERLANDS 41.3% 6,335,000
02LUXEMBOURG 37.8% 215,000
03FINLAND 31.2% 1,515,000
04U.S. VIRGIN ISLANDS 30.9% 25,500
05UNITED STATES OF AMERICA 30.7% 89,050,000
06MALTA 30.6% 145,000
07CYPRUS 30.2% 330,000
08CHILE 29.7% 4,920,000
09FRANCE 29.5% 16,335,000
10CANADA 29.4% 9,945,000
11GUAM 29.2% 39,500
12BELGIUM 29.2% 2,945,000
13PUERTO RICO 27.6% 801,000
14PORTUGAL 27.6% 2,515,000
15ARGENTINA 27.6% 10,200,000
16DENMARK 27.0% 1,380,000
17SWEDEN 26.5% 2,400,000
18AUSTRIA 26.3% 2,065,000
19GERMANY 25.8% 18,885,000
20SWITZERLAND 24.8% 1,905,000#LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
#LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS. VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES IN THE “REACH vs. POP. 13+” COLUMN COMPARE TOTAL REACH WITH THE OVERALL POPULATION AGED 13+. ADVISORY:
REACH MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO USER AGE MISSTATEMENTS, DUPLICATE AND FAKE ACCOUNTS, DIFFERING
RESEARCH DATES, AND CHANGES IN RESIDENT POPULATIONS. COMPARABILITY: BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE PINTEREST ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
PINTEREST ELIGIBLE AD REACH RATE RANKING
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

383. OTHER SOCIAL PLATFORMS

384. 384
2 24.7%31.6%47.6%52.3%
BILLION GLOBAL
MONTHLY ACTIVE
WHATSAPP USERS
MONTHLY ACTIVE
WHATSAPP USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
WHATSAPP USERS vs.
POPULATION AGED 13+
FEMALE USERS AS
A PERCENTAGE
OF TOTAL USERS
MALE USERS AS
A PERCENTAGE
OF TOTAL USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI ( Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE”
USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR WHATSAPP USE
WHATSAPP OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

385. 385
28H 59M
26H 13M
24H 27M
24H 14M
23H 50M
17H 11M
17H 06M
16H 52M
16H 18M
16H 04M
16H 03M
16H 00M
15H 16M
15H 15M
14H 32M
13H 54M
13H 49M
11H 43M
11H 16M
10H 31M
10H 29M
9H 48M
9H 15M
9H 11M
9H 07M
9H 00M
8H 15M
8H 03M
6H 31M
6H 16M
5H 45M
5H 31M
5H 26M
5H 02M
4H 46M
4H 43M
4H 30M
4H 24M
4H 19M
4H 18M
4H 03M
3H 45M
3H 02M
2H 56M
2H 55M
2H 44M
2H 40M
2H 29M
1H 47M
ARGENTINA INDONESIA
COLOMBIA
BRAZIL
SOUTH AFRICA
MEXICO
WORLDWIDE
INDIA
CHILE
MALAYSIA
SINGAPORE
ISRAEL
U.A.E.
EGYPT
SAUDI ARABIA
ITALY
SPAIN
IRELAND
HONG KONG
PORTUGAL
NETHERLANDS
TURKEY
ROMANIA
SWITZERLAND
GERMANY
AUSTRIA
RUSSIA
CROATIA
VIETNAM
DENMARK
BELGIUM
U.K.
SWEDEN
CZECHIA
NORWAY
GREECE
THAILAND
CANADA
FRANCE
U.S.A.
POLAND
NEW ZEALAND
BULGARIA
AUSTRALIA
HUNGARY
SOUTH KOREA
JAPAN
PHILIPPINES
TAIWAN
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS, OR CONTACT DATA.AI FOR DETAILS OF HOW TO ACCESS DATA FOR ADDITIONAL LOCATIONS. NOTE: FIGURES REPRESENT AVERAGE NUMBER
OF HOURS SPENT PER USER, PER MONTH USING THE WHATSAPP MOBILE APP ON ANDROID PHONES BETWEEN 01 JULY AND 30 SEPTEMBER 2023. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF HOURS PER MONTH THAT EACH WHATSAPP USER SPENDS USING THE WHATSAPP APP ON ANDROID PHONES
WHATSAPP: TIME SPENT USING MOBILE APP
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024 DATAREPORTAL

386. 386
1,502.4
1,347.8
1,221.8
1,203.3
1,058.9
1,037.7
977.8
962.4
943.7
937.4
936.1
929.9
884.0
883.9
881.3
862.0
852.8
758.9
702.3
648.9
608.2
597.3
588.9
576.2
557.5
543.0
518.5
465.7
373.7
316.0
312.4
294.1
291.2
274.3
265.1
242.4
241.3
241.1
235.8
231.5
222.4
217.7
205.6
178.3
175.6
162.7
161.0
120.4
116.7
ARGENTINA INDONESIA
COLOMBIA
BRAZIL
SOUTH AFRICA
MEXICO
SINGAPORE
INDIA
EGYPT
U.A.E.
ISRAEL
WORLDWIDE
ITALY
SPAIN
CHILE
MALAYSIA
SAUDI ARABIA
HONG KONG
IRELAND
TURKEY
AUSTRIA
NETHERLANDS
GERMANY
PORTUGAL
CROATIA
ROMANIA
SWITZERLAND
RUSSIA
U.K.
BELGIUM
VIETNAM
CZECHIA
CANADA
DENMARK
THAILAND
U.S.A.
SWEDEN
FRANCE
NORWAY
POLAND
GREECE
NEW ZEALAND
AUSTRALIA
HUNGARY
SOUTH KOREA
BULGARIA
JAPAN
TAIWAN
PHILIPPINES
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF TIMES THAT ACTIVE USERS OF THE WHATSAPP MOBILE APP ON ANDROID PHONES OPENED THE APP EACH
MONTH BETWEEN 01 JULY AND 30 SEPTEMBER 2023. COMPARABILITY: WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.GLOBAL OVERVIEW AVERAGE NUMBER OF TIMES PER MONTH THAT EACH ACTIVE WHATSAPP USER OPENS THE WHATSAPP APP ON ANDROID PHONES
WHATSAPP: MONTHLY APP SESSIONS PER USER
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024 DATAREPORTAL

387. 387
1.34 16.5% +0.7% +2.1%
BILLION +9.0 MILLION +27 MILLION
25.0% 21.1% 48.0% 52.0%90 WECHAT AND WEIXIN USERS
vs. TOTAL INTERNET USERS
WECHAT AND WEIXIN USERS
vs. POPULATION AGED 13+
FEMALE USERS AS A SHARE OF ALL
WECHAT AND WEIXIN USERS
MALE USERS AS A SHARE OF ALL
WECHAT AND WEIXIN USERS
GLOBAL MONTHLY ACTIVE USERS
OF WECHAT AND WEIXIN
WECHAT AND WEIXIN USERS
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN WECHAT AND WEIXIN USERS
YEAR-ON-YEAR CHANGE IN
WECHAT AND WEIXIN USERS
SOURCES: TENCENT EARNINGS REPORTS; KEPIOS ANALYSIS; GENDER SHARE DATA FROM GWI (Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE”
AND “MALE” USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR WECHAT AND WEIXIN USE
WECHAT OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

388. 388
1,263 1,268 1,288 1,299 1,309 1,313 1,319 1,327 1,336
+0.4% +1.6% +0.8% +0.8% +0.3% +0.4% +0.6% +0.7%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023SOURCES: TENCENT EARNINGS REPORTS. GLOBAL OVERVIEW WECHAT MONTHLY ACTIVE USERS
COMBINED WECHAT AND WEIXIN MONTHLY ACTIVE USERS (IN MILLIONS) (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

389. 389
751.6 9.3% 48.3% 51.7%
MILLION DAILY ACTIVE
DOUYIN USERS
DAILY ACTIVE
DOUYIN USERS vs.
TOTAL POPULATION
FEMALE USERS AS
A PERCENTAGE
OF TOTAL USERS
MALE USERS AS
A PERCENTAGE
OF TOTAL USERS
SOURCES: IIMEDIA; COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2023). SEE GWI.COM . NOTES: BOTH DOUYIN AND TIKTOK ARE OWNED BY BYTEDANCE, AND THERE ARE MANY
SIMILARITIES BETWEEN THE TWO PLATFORMS, BUT THE COMPANY OPERATES THEM AS SEPARATE ENTITIES, AND REPORTS DISTINCT USER FIGURES FOR EACH PLATFORM. GWI ALSO REPORTS DATA FOR “OTHER
GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE” USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR DOUYIN USE
DOUYIN OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

390. 390
800 9.9%13.5%42.4%57.5%
MILLION GLOBAL
MONTHLY ACTIVE
TELEGRAM USERS
MONTHLY ACTIVE
TELEGRAM USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
TELEGRAM USERS vs.
POPULATION AGED 16+
FEMALE USERS AS
A PERCENTAGE
OF TOTAL USERS
MALE USERS AS
A PERCENTAGE
OF TOTAL USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI ( Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE”
USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR TELEGRAM USE
TELEGRAM OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

391. 391
684.7 8.5% +1.7% +9.4%
MILLION +11 MILLION +59 MILLION
12.8% 10.8% 47.0% 53.0%90 MONTHLY ACTIVE KUAISHOU
USERS vs. TOTAL INTERNET USERS
MONTHLY ACTIVE KUAISHOU
USERS vs. POPULATION AGED 13+
FEMALE USERS AS A PERCENTAGE OF ALL
MONTHLY ACTIVE KUAISHOU USERS
MALE USERS AS A PERCENTAGE OF ALL
MONTHLY ACTIVE KUAISHOU USERS
MONTHLY ACTIVE
KUAISHOU USERS
MONTHLY ACTIVE KUAISHOU
USERS vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE IN
MONTHLY ACTIVE KUAISHOU USERS
YEAR-ON-YEAR CHANGE IN
MONTHLY ACTIVE KUAISHOU USERS
SOURCES: COMPANY ANNOUNCEMENTS; KEPIOS ANALYSIS; GENDER SHARE DATA FROM GWI (Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR
“FEMALE” AND “MALE” USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR KUAISHOU USE
KUAISHOU OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

392. 392
572.9 578.0
597.9
586.7
626.0
640.0
654.4
673.3
684.7
+0.9% +3.4% -1.9% +6.7% +2.2% +2.3% +2.9% +1.7%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023SOURCES: KUAISHOU EARNINGS REPORTS. GLOBAL OVERVIEW KUAISHOU MONTHLY ACTIVE USERS
KUAISHOU MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

393. 393
605.0 7.5% +1.0% +3.6%
MILLION +6.0 MILLION +21 MILLION
11.3% 9.7% 51.0% 49.0%90 MONTHLY ACTIVE WEIBO USERS
vs. TOTAL INTERNET USERS
MONTHLY ACTIVE WEIBO USERS
vs. POPULATION AGED 14+
FEMALE USERS AS A PERCENTAGE OF
ALL MONTHLY ACTIVE WEIBO USERS
MALE USERS AS A PERCENTAGE OF
ALL MONTHLY ACTIVE WEIBO USERS
MONTHLY ACTIVE
WEIBO USERS
MONTHLY ACTIVE WEIBO
USERS vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MONTHLY ACTIVE WEIBO USERS
YEAR-ON-YEAR CHANGE IN
MONTHLY ACTIVE WEIBO USERS
SOURCES: WEIBO CORPORATION EARNINGS REPORTS; KEPIOS ANALYSIS; GENDER SHARE DATA FROM GWI (Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES
FOR “FEMALE” AND “MALE” USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR WEIBO USE
WEIBO OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

394. 394
573 573 582 582 584 586 593 599 605
0% +1.6% 0% +0.3% +0.3% +1.2% +1.0% +1.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023SOURCES: WEIBO CORPORATION EARNINGS REPORTS. GLOBAL OVERVIEW WEIBO MONTHLY ACTIVE USERS
WEIBO MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

395. 395
558.0 6.9% -2.3% -2.9%
MILLION -13 MILLION -16 MILLION
10.4% 8.8% 48.8% 51.2%90 MONTHLY ACTIVE QQ USERS
vs. TOTAL INTERNET USERS
MONTHLY ACTIVE QQ USERS
vs. POPULATION AGED 13+
FEMALE USERS AS A PERCENTAGE
OF ALL MONTHLY ACTIVE QQ USERS
MALE USERS AS A PERCENTAGE
OF ALL MONTHLY ACTIVE QQ USERS
GLOBAL MONTHLY ACTIVE QQ USERS
ACCESSING VIA SMART DEVICES
GLOBAL MONTHLY ACTIVE QQ
USERS vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MONTHLY ACTIVE QQ USERS
YEAR-ON-YEAR CHANGE
IN MONTHLY ACTIVE QQ USERS
SOURCES: TENCENT EARNINGS REPORTS; KEPIOS ANALYSIS; GENDER SHARE DATA FROM GWI (Q3 2023). SEE GWI.COM . NOTES: DATA IS ONLY AVAILABLE FOR “SMART DEVICE” USE; TOTAL ACTIVE USER BASE
MAY BE HIGHER. GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE” USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR QQ USE
QQ OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

396. 396
573.7
552.1
563.8 568.7 574.4 572.1
597.0
571.0
558.0
-3.8% +2.1% +0.9% +1.0% -0.4% +4.4% -4.4% -2.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023SOURCES: TENCENT EARNINGS REPORTS. GLOBAL OVERVIEW QQ MONTHLY ACTIVE USERS
QQ MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH OVER TIME (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

397. 397
400 0.9% 1.1%43.0%56.6%
MILLION MONTHLY ACTIVE
QUORA USERS
MONTHLY ACTIVE
QUORA USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
QUORA USERS vs.
POPULATION AGED 13+
FEMALE USERS AS
A PERCENTAGE
OF TOTAL USERS
MALE USERS AS
A PERCENTAGE
OF TOTAL USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI ( Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE”
USERS MAY NOT SUM TO 100%. COMPARABILITY: QUORA HAS NOT PUBLISHED ANY UPDATES TO ITS MONTHLY ACTIVE USER FIGURE IN THE PAST 12 MONTHS, SO FIGURES SHOWN HERE MAY BE LESS
REPRESENTATIVE OF CURRENT AUDIENCES COMPARED WITH FIGURES FOR OTHER PLATFORMS FEATURED IN THIS REPORT.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR QUORA USE
QUORA OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

398. 398
150 1.9% 2.4%32.2%66.6%
MILLION MONTHLY ACTIVE
DISCORD USERS
MONTHLY ACTIVE
DISCORD USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
DISCORD USERS vs.
POPULATION AGED 13+
FEMALE USERS AS
A PERCENTAGE
OF TOTAL USERS
MALE USERS AS
A PERCENTAGE
OF TOTAL USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI ( Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE”
USERS MAY NOT SUM TO 100%.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR DISCORD USE
DISCORD OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

399. 399
31AXIORE COMMUNITY 650 K
32GPO TRADE HUB 644 K
33PUBG MOBILE 620 K
34AXIE INFINITY 611 K
35SERVIDOR DO GOULARTE 606 K
36NO HESI 600 K
37DEEP ROCK GALACTIC 600 K
38GALXE 600 K
39GARTIC 589 K
40WHITEOUT SURVIVAL 585 K
21ENGLISH 748 K
22GRAND QUEST GAMES 743 K
23BELUGANG 731 K
24?????? EMOJI.GG | DISCORD …*725 K
25VALORANT LFG 708 K
26BLADE BALL 707 K
27ROCKET LEAGUE 703 K
28ANIME SOUL DISCORD 701 K
29SUI 666 K
30ISHOWSPEED’S DISCORD 666 K
11MIKA PARADISE | SOCIAL …*953 K
12LOFI GIRL 902 K
13ANIME ADVENTURES 874 K
14TIKTOK EFFECT HOUSE 852 K
15GEOMETRY DASH 823 K
16STUMBLE GUYS 810 K
17KING LEGACY 792 K
18ERA 789 K
19APEX LEGENDS 785 K
20RELL GAMES 772 K
01MIDJOURNEY 18.24 M
02LIMEWIRE - CREATE AI …* 2.31 M
03LEONARDO.AI 1.82 M
04BLOX FRUITS 1.50 M
05NOVA 1.43 M
06ROBLOX 1.15 M
07GENSHIN IMPACT OFFICIAL1.14 M
08ALL STAR 1.07 M
09FUSIONIST 1.06 M
10VALORANT 1.03 M#SERVER MEMBERS #SERVER MEMBERS#SERVER MEMBERS #SERVER MEMBERS SOURCE: DISCORD. NOTES: RANKING POSITION AND MEMBER COUNTS AS PUBLISHED BY DISCORD. (*) FULL NAME OF SERVER HAS BEEN SHORTENED TO FIT AVAILABLE SPACE. GLOBAL OVERVIEW DISCORD SERVERS WITH THE GREATEST NUMBER OF MEMBERS
LARGEST DISCORD SERVERS JAN
2024

400. 400
70 0.9% 1.1% 35.1% 63.6%
MILLION DAILY ACTIVE
REDDIT USERS
DAILY ACTIVE
REDDIT USERS vs.
TOTAL POPULATION
DAILY ACTIVE
REDDIT USERS vs.
POPULATION AGED 13+
FEMALE USERS AS
A PERCENTAGE
OF TOTAL USERS
MALE USERS AS
A PERCENTAGE
OF TOTAL USERS
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI ( Q3 2023). SEE GWI.COM . NOTE: GWI ALSO REPORTS DATA FOR “OTHER GENDER”, SO THE VALUES FOR “FEMALE” AND “MALE”
USERS MAY NOT SUM TO 100%. COMPARABILITY: NOTE THAT THE ACTIVE USER FIGURES SHOWN HERE REPRESENT DAILY ACTIVE REDDIT USERS, AS OPPOSED TO THE MONTHLY ACTIVE USER FIGURES THAT WE
PUBLISH FOR MOST OTHER SOCIAL MEDIA PLATFORMS.GLOBAL OVERVIEW ESSENTIAL HEADLINES FOR REDDIT USE
REDDIT OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN
2024

401. 401
31R/SPORTS 21M
32R/DOCUMENTARIES 20M
33R/DATAISBEAUTIFUL 20M
34R/FUTUROLOGY 20M
35R/UPLIFTINGNEWS 20M
36R/PHOTOSHOPBATTLES 19M
37R/PERSONALFINANCE 19M
38R/TIFU 19M
09R/OLDSCHOOLCOOL 18M
10R/LISTENTOTHIS 18M
21R/DIY 23M
22R/NOTTHEONION 23M
23R/MILDLYINTERESTING 23M
24R/EXPLAINLIKEIMFIVE 23M
25R/IAMA 23M
26R/LIFEPROTIPS 23M
27R/ART 23M
28R/GADGETS 22M
09R/GIFS 22M
10R/GETMOTIVATED 21M
11R/SHOWERTHOUGHTS 29M
12R/MEMES 29M
13R/JOKES 28M
14R/NEWS 27M
15R/VIDEOS 27M
16R/ASKSCIENCE 25M
17R/SPACE 25M
18R/EARTHPORN 24M
09R/FOOD 24M
10R/BOOKS 24M
01R/FUNNY 56M
02R/ASKREDDIT 45M
03R/GAMING 39M
04R/AWW 35M
05R/WORLDNEWS 34M
06R/TODAYILEARNED 34M
07R/MUSIC 33M
08R/MOVIES 32M
09R/SCIENCE 31M
10R/PICS 30M#COMMUNITY MEMBERS #COMMUNITY MEMBERS#COMMUNITY MEMBERS #COMMUNITY MEMBERS SOURCE: REDDIT. NOTES: RANKING POSITION AS PUBLISHED BY REDDIT. VALUES FOR COMMUNITY MEMBERS ROUNDED AT SOURCE. GLOBAL OVERVIEW REDDIT COMMUNITIES WITH THE GREATEST NUMBER OF MEMBERS
LARGEST COMMUNITIES ON REDDIT JAN
2024

402. MOBILE

403. 403
8.65 +1.9% 7.98 92.3%
BILLION +160 MILLION BILLION YOY: +3.8% (+339 BPS)
5.61 69.4% +2.5% 1.54
BILLION YOY: +1.6% (+108 BPS) +138 MILLION YOY: -0.6% NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
(ANY TYPE OF HANDSET)
UNIQUE MOBILE
SUBSCRIBERS AS A PERCENTAGE
OF TOTAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
AVERAGE NUMBER OF
MOBILE CONNECTIONS PER
UNIQUE MOBILE SUBSCRIBER
CELLULAR MOBILE
CONNECTIONS
(EXCLUDING IOT)
ANNUAL CHANGE IN THE
NUMBER OF CELLULAR
CONNECTIONS (EX. IOT)
TOTAL NUMBER OF
BROADBAND MOBILE
CONNECTIONS
NUMBER OF BROADBAND MOBILE
CONNECTIONS AS A PERCENTAGE
OF TOTAL MOBILE CONNECTIONS
SOURCE: GSMA INTELLIGENCE. NOTES: CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. CONNECTION FIGURES MAY EXCEED
FIGURES FOR POPULATION AND UNIQUE SUBSCRIBERS DUE TO MULTIPLE CONNECTIONS PER PERSON. COMPARABILITY: REGULAR BASE REVISIONS. SEE NOTES ON DATA .GLOBAL OVERVIEW ADOPTION AND USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS
MOBILE CONNECTIVITY JAN
2024

404. 404
5,323 5,364 5,401 5,437 5,473 5,508 5,543 5,578 5,610
+0.8% +0.7% +0.7% +0.7% +0.7% +0.6% +0.6% +0.6%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2021 2022 2022 2022 2022 2023 2023 2023 2023
SOURCE: GSMA INTELLIGENCE. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF UNIQUE INDIVIDUALS (IN MILLIONS) SUBSCRIBING TO MOBILE CELLULAR PLANS
UNIQUE MOBILE SUBSCRIBERS OVER TIME JAN
2024

405. 405GSMA INTELLIGENCE DATA ERICSSON DATA
5.61 8.65
BILLION BILLION
6.41 8.46
BILLION BILLION TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
SOURCES: GSMA INTELLIGENCE; ERICSSON MOBILITY VISUALIZER. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW PERSPECTIVES ON THE ADOPTION AND USE OF MOBILE TECHNOLOGIES
MOBILE SUBSCRIBERS vs. CELLULAR CONNECTIONS JAN
2024

406. 406
6H 03M
5H 54M
5H 38M
5H 21M
5H 16M
5H 15M
5H 06M
5H 05M
5H 02M
4H 59M
4H 54M
4H 47M
4H 46M
4H 43M
4H 31M
4H 31M
4H 26M
4H 26M
4H 19M
4H 16M
4H 02M
4H 00M
3H 49M
3H 49M
3H 48M
3H 48M
3H 46M
3H 46M
3H 44M
3H 39M
3H 38M
3H 37M
3H 35M
3H 35M
3H 33M
3H 32M
3H 28M
3H 28M
3H 25M
3H 25M
3H 22M
3H 21M
3H 16M
3H 05M
3H 00M
2H 53M
2H 49M
2H 21M
INDONESIA PHILIPPINES
THAILAND
ARGENTINA
SAUDI ARABIA
VIETNAM
MALAYSIA
EGYPT
BRAZIL
CHILE
U.A.E.
RUSSIA
INDIA
MEXICO
SINGAPORE
SOUTH KOREA
COLOMBIA
TURKEY
U.S.A.
TAIWAN
ISRAEL
SOUTH AFRICA
ROMANIA
U.K.
CANADA
POLAND
ITALY
JAPAN
CHINA
SPAIN
HONG KONG
FRANCE
BELGIUM
PORTUGAL
IRELAND
GREECE
NETHERLANDS
NORWAY
GERMANY
SWEDEN
AUSTRALIA
BULGARIA
CROATIA
HUNGARY
AUSTRIA
NEW ZEALAND
DENMARK
SWITZERLAND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: FIGURES REPRESENT AVERAGE DAILY TIME SPENT USING ANDROID PHONES FOR FULL-YEAR 2023 .GLOBAL OVERVIEW AVERAGE DAILY TIME SPENT USING MOBILE PHONES (ALL ACTIVITIES, IN HOURS AND MINUTES)
DAILY TIME SPENT USING MOBILE PHONES JAN
2024

407. 407
8,323 8,356 8,417 8,464 8,486 8,522 8,563 8,588 8,646
+0.4% +0.7% +0.6% +0.3% +0.4% +0.5% +0.3% +0.7%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2021 2022 2022 2022 2022 2023 2023 2023 2023
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW NUMBER OF MOBILE CELLULAR CONNECTIONS (IN MILLIONS) OVER TIME
CELLULAR MOBILE CONNECTIONS OVER TIME JAN
2024

408. 40882.0% 15.0% 3.0%
6.97 BILLION CONNECTIONS 1.28 BILLION CONNECTIONS 256 MILLION CONNECTIONS SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
SHARE OF CONNECTIONS
ASSOCIATED WITH
FEATURE PHONES
SHARE OF CONNECTIONS
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW EACH DEVICE TYPE’S SHARE OF CELLULAR CONNECTIONS (EXCLUDING IOT)
CONNECTED MOBILE DEVICES JAN
2024

409. 409OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
104%
129%
125%
85%
109%
187%
73%
65%
98%
102%
144%
134%
132%
130%
110%
86%
103%
115%
103%
107%
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY JAN
2024

410. 410
224.2%
219.4%
195.4%
169.8%
162.2%
153.6%
153.5%
152.5%
152.4%
147.5%
145.3%
145.2%
144.1%
141.9%
139.3%
139.2%
138.7%
138.7%
137.1%
136.1%
135.3%
135.1%
134.1%
132.9%
132.1%
131.0%
130.8%
130.3%
129.2%
128.9%
128.3%
127.2%
126.8%
126.4%
123.6%
122.1%
118.7%
116.2%
115.7%
113.1%
112.5%
111.9%
110.2%
107.0%
106.0%
103.8%
99.3%
97.3%
97.3%
97.3%
96.9%
93.8%
90.7%
78.0%
HONG KONG
U.A.E.
SOUTH AFRICA
VIETNAM
SINGAPORE
JAPAN
CHILE
RUSSIA
DENMARK
COLOMBIA
GREECE
GERMANY
AUSTRIA
ROMANIA
PORTUGAL
CZECHIA
ITALY
BULGARIA
SWEDEN
THAILAND
ARGENTINA
MOROCCO
SAUDI ARABIA
CROATIA
NETHERLANDS
U.K.
POLAND
NEW ZEALAND
MALAYSIA
TAIWAN
SOUTH KOREA
SPAIN
INDONESIA
AUSTRALIA
CHINA
SWITZERLAND
KENYA
U.S.A.
FRANCE
GHANA
ISRAEL
HUNGARY
NORWAY
WORLDWIDE
IRELAND
CANADA
PHILIPPINES
BELGIUM
MEXICO
EGYPT
BRAZIL
TURKEY
NIGERIA
INDIA
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. COMPARABILITY: BASE CHANGES.
SEE NOTES ON DATA.GLOBAL OVERVIEW NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY JAN
2024

411. 411
209FED. STATES OF MICRONESIA 25.3% 29,240
208NORTH KOREA 28.7% 7,514,063
207CENTRAL AFRICAN REPUBLIC 32.0% 1,863,420
206SOUTH SUDAN 35.5% 3,971,744
205PAPUA NEW GUINEA 36.9% 3,842,471
204ERITREA 41.9% 1,583,624
203MADAGASCAR 44.9% 13,787,293
202DJIBOUTI 48.4% 553,829
201EQUATORIAL GUINEA 48.8% 846,283
200DEM. REP. OF THE CONGO 51.4% 53,363,853
01MONTENEGRO 225.4% 1,411,478
02HONG KONG 224.2% 16,803,131
03UNITED ARAB EMIRATES 219.4% 20,963,270
04U.S. VIRGIN ISLANDS 214.5% 211,128
05ANTIGUA & BARBUDA 214.3% 202,665
06SOUTH AFRICA 195.4% 118,609,492
07URUGUAY 192.6% 6,592,714
08MACAU 191.1% 1,354,323
09GUADELOUPE 188.3% 745,703
10KUWAIT 182.2% 7,889,855#HIGHEST CONNECTIVITY vs. POPCONNECTIONS # LOWEST CONNECTIVITY vs. POP CONNECTIONS
LOWEST RATES OF CELLULAR MOBILE CONNECTIVITYHIGHEST RATES OF CELLULAR MOBILE CONNECTIVITY
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES MAY EXCEED 100% BECAUSE SOME
INDIVIDUALS MAY USE MORE THAN ONE CELLULAR MOBILE CONNECTION. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST RATES OF CELLULAR MOBILE CONNECTIVITY
MOBILE CONNECTIVITY RANKING JAN
2024

412. 412
0.80 8.27 1.6712.393.32
BILLION BILLION BILLION BILLION BILLION
3.0% 31.3% 6.3% 46.9% 12.5% FIXED
PHONES
MOBILE PHONES
(ANY TYPE)
PCS, LAPTOPS
AND TABLETS
SHORT-RANGE
IOT DEVICES
WIDE-AREA
IOT DEVICES
SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS SHARE OF CONNECTIONS SOURCE: ERICSSON MOBILITY VISUALIZER. NOTES: TYPICAL SHORT-RANGE IOT DEVICES HAVE A RANGE OF UP TO 100 METRES, AND ARE POWERED BY TECHNOLOGIES SUCH AS WIFI AND BLUETOOTH. WIDE-
AREA IOT DEVICES USE TECHNOLOGIES SUCH AS CELLULAR NETWORKS TO OFFER CONNECTIVITY ACROSS MUCH WIDER RANGES. COMPARABILITY: ERICSSON AND GSMA INTELLIGENCE REPORT DIFFERENT
FIGURES FOR THE NUMBER OF CELLULAR MOBILE CONNECTIONS. GLOBAL OVERVIEW NUMBER OF CONNECTED DEVICES AROUND THE WORLD BY TYPE, AND EACH TYPE’S SHARE OF TOTAL CONNECTED DEVICES
CONNECTED DEVICES JAN
2024

413. 413
93.1%
91.2%
90.9%
90.6%
90.5%
89.5%
88.9%
88.6%
87.9%
87.8%
87.8%
86.8%
86.8%
86.0%
85.5%
84.6%
84.6%
84.5%
83.4%
82.3%
82.2%
82.2%
81.7%
80.8%
80.7%
80.1%
79.9%
79.0%
78.5%
76.5%
76.2%
76.2%
76.1%
74.9%
74.7%
73.9%
73.8%
71.7%
68.5%
67.9%
67.8%
66.8%
66.7%
65.2%
63.0%
61.7%
61.3%
52.2%
51.4%
50.5%
SINGAPORE
SWITZERLAND
DENMARK
AUSTRALIA
NORWAY
U.A.E.
IRELAND
U.S.A.
U.K.
NEW ZEALAND
SWEDEN
NETHERLANDS
AUSTRIA
GERMANY
CANADA
JAPAN
FRANCE
SPAIN
BELGIUM
CZECHIA
ITALY
ISRAEL
HUNGARY
PORTUGAL
CHINA
POLAND
CROATIA
RUSSIA
GREECE
ROMANIA
BRAZIL
SAUDI ARABIA
CHILE
BULGARIA
TURKEY
MALAYSIA
THAILAND
MEXICO
VIETNAM
INDONESIA
COLOMBIA
ARGENTINA
SOUTH AFRICA
EGYPT
PHILIPPINES
MOROCCO
INDIA
NIGERIA
GHANA
KENYA
SOURCES: GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX. SEE HERE FOR FULL DATASET. NOTES: THE MOBILE CONNECTIVITY INDEX MEASURES COUNTRIES’ PERFORMANCE AGAINST KEY ENABLERS OF
MOBILE INTERNET ADOPTION. A HIGHER SCORE REPRESENTS STRONGER PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY.GLOBAL OVERVIEW GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS
MOBILE CONNECTIVITY INDEX JAN
2024

414. 414
86.0% 86.7% 87.3% 88.0% 88.9% 89.8% 90.7% 91.5% 92.3%
+0.8% +0.8% +0.8% +1.0% +1.0% +1.1% +0.9% +0.9%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2021 2022 2022 2022 2022 2023 2023 2023 2023
SOURCE: GSMA INTELLIGENCE. NOTES: EXCLUDES CELLULAR IOT CONNECTIONS. VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A
STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW 3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS JAN
2024

415. 415
100.0% 100.0%
100.0%
100.0%
99.9%
99.9%
99.9%
99.7%
99.7%
99.6%
99.5%
99.4%
99.3%
99.3%
99.1%
99.1%
99.0%
98.9%
98.9%
98.9%
98.7%
98.6%
98.6%
98.6%
98.5%
98.2%
97.5%
97.3%
97.3%
97.0%
97.0%
96.9%
96.8%
96.6%
96.5%
96.3%
96.3%
95.9%
95.8%
95.7%
95.5%
95.2%
95.1%
94.7%
94.4%
93.7%
92.9%
92.3%
91.8%
91.7%
90.7%
90.7%
86.4%
83.1%
AUSTRALIA
JAPAN
SWITZERLAND
TAIWAN
THAILAND
HONG KONG
U.S.A.
CANADA
SOUTH KOREA
CHINA
NETHERLANDS
ISRAEL
U.K.
SINGAPORE
NORWAY
U.A.E.
DENMARK
FRANCE
NEW ZEALAND
AUSTRIA
GERMANY
SAUDI ARABIA
SWEDEN
CZECHIA
BELGIUM
CHILE
GREECE
PHILIPPINES
PORTUGAL
SOUTH AFRICA
IRELAND
SPAIN
BULGARIA
VIETNAM
TURKEY
POLAND
HUNGARY
BRAZIL
MEXICO
MALAYSIA
INDONESIA
GHANA
CROATIA
ITALY
COLOMBIA
KENYA
ARGENTINA
WORLDWIDE
RUSSIA
ROMANIA
EGYPT
NIGERIA
INDIA
MOROCCO
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW 3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS JAN
2024

416. 416
10.6311.69
13.60
15.94
18.37
21.78
26.54
29.02
32.66
36.49
39.56
45.16
50.03
54.79
58.44
66.14
72.20
77.81
84.16
92.75
100.42
107.58
118.21
126.00
133.86
143.14
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
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Q4
2022
Q1
2023
Q2
2023
Q3
2023MONTHLY CELLULAR DATA CONSUMED BY
THE AVERAGE SMARTPHONE WORLDWIDE:
21.1GB
SOURCE: ERICSSON MOBILE VISUALIZER. NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC FOR EACH QUARTER, IN EXABYTES (BILLIONS OF
GIGABYTES) PER MONTH. VALUES INCLUDE TRAFFIC GENERATED BY FIXED WIRELESS ACCESS (FWA) SERVICES. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW MONTHLY AVERAGE GLOBAL MOBILE NETWORK DATA TRAFFIC (UPLOAD AND DOWNLOAD) IN EXABYTES (BILLIONS OF GIGABYTES)
CELLULAR DATA TRAFFIC JAN
2024

417. 417NORTH
AMERICA
LATIN
AMERICA
WESTERN
EUROPE
CENTRAL &
EASTERN EUROPE
MIDDLE EAST AND
NORTH AFRICA
SUB-SAHARAN
AFRICA
INDIA, NEPAL,
AND BHUTAN
GULF COOPERATION
COUNCIL COUNTRIES
NORTH-
EAST ASIA
SOUTH-EAST ASIA
AND OCEANIA
GLOBAL
AVERAGE
23.5
21.2
30.9
30.1
6.7
17.1
18.5
26.6
15.2
25.9
21.1
SOURCE: ERICSSON MOBILE VISUALIZER. NOTES: VALUES REPRESENT THE AVERAGE MONTHLY MOBILE CELLULAR (NETWORK) DATA TRAFFIC PER SMARTPHONE, IN GIGABYTES PER MONTH. DOES NOT INCLUDE
DATA TRANSFERRED VIA WIFI CONNECTIONS. REGIONS AS PER ERICSSON’S DEFINITIONS. COMPARABILITY: BASE CHANGES. SEE NOTES ON DATA .GLOBAL OVERVIEW AVERAGE MONTHLY CELLULAR MOBILE DATA CONSUMPTION PER SMARTPHONE (GIGABYTES PER MONTH)
MONTHLY CELLULAR DATA PER SMARTPHONE JAN
2024

418. 418
70.48%28.80%0.37%0.14%0.21%
-2.6% (-189 BPS) +6.7% (+182 BPS) +2.8% (+1 BP) +27.3% (+3 BPS) +16.7% (+3 BPS) SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM ANDROID DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM APPLE IOS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING FROM
SAMSUNG OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM KAI OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM OTHER OS DEVICES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF
WEB PAGES SERVED TO MOBILE BROWSERS IN DECEMBER 2023 . 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. 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.GLOBAL OVERVIEW
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN DECEMBER 2023SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN
2024

419. 419
43.0%
59.2%
65.9%
72.0%
73.5%
75.2% 74.1%
72.5%
70.0%
72.4%
70.5%
+37.6% +11.4% +9.2% +2.2% +2.2% -1.4% -2.2% -3.4% +3.4% -2.6%
DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC DEC
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES REQUESTED BY WEB BROWSERS RUNNING ON ANDROID PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES
REQUESTED BY WEB BROWSERS RUNNING ON ANY MOBILE PHONE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE
OF 50% WOULD EQUAL 60%, NOT 70%). GLOBAL OVERVIEW WEB PAGE REQUESTS ORIGINATING FROM ANDROID PHONES AS A PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM ALL MOBILE PHONES
ANDROID’S SHARE OF MOBILE WEB TRAFFIC JAN
2024

420. 420
11.1% 1.5% 6.8% 6.3%
5H 01M 34.7% 31.4% 14.4%
YOY: +5.6% (+16 MINS) TOTAL TIME SPENT USING
SMARTPHONES EACH DAY
SHARE OF SMARTPHONE
TIME: SOCIAL MEDIA APPS
SHARE OF SMARTPHONE
TIME: ENTERTAINMENT APPS
SHARE OF SMARTPHONE
TIME: UTILITY & PRODUCTIVITY
SHARE OF SMARTPHONE TIME:
MOBILE GAMES (ALL GENRES)
SHARE OF SMARTPHONE
TIME: SHOPPING APPS
SHARE OF SMARTPHONE
TIME: ALL OTHER APPS
SHARE OF SMARTPHONE TIME: WEB
BROWSERS & SEARCH ENGINES*
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: FIGURES REPRESENT SHARE OF TIME SPENT USING ANDROID PHONES BETWEEN 01 JANUARY AND 31 DECEMBER 2023. VALUE FOR “TOTAL TIME SPENT”
REPRESENTS THE WEIGHTED AVERAGE ACROSS THE TOP 10 MOBILE-FIRST MARKETS ONLY. CATEGORY DEFINITIONS REPRESENT DATA.AI’S IQ CLASSIFICATIONS, AND MAY NOT MATCH INDIVIDUAL APP STORE
DEFINITIONS. (*) “WEB BROWSERS AND SEARCH ENGINES” IS A SUBCATEGORY OF THE “UTILITY & PRODUCTIVITY” PRIMARY IQ CLASSIFICATION. COMPARABILITY: SIGNIFICANT CHANGES IN THE DEFINITIONS
USED FOR EACH APP CATEGORY; FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW TIME SPENT USING APPS IN EACH APP CATEGORY AS A PERCENTAGE OF TOTAL TIME SPENT USING ANDROID PHONES OVERALL
SHARE OF MOBILE TIME BY APP CATEGORY JAN
2024

421. 421
2.55 EB 1.80 EB 0.70 EB 15.30 EB
+15.5% (+0.3 EB) +26.1% (+0.4 EB) +24.9% (+0.1 EB) +27.3% (+3.3 EB)
143.14 EB 95.19 EB 11.27 EB 4.07 EB
+33.1% (+35.6 EB) +38.8% (+26.6 EB) +28.6% (+2.5 EB) +26.0% (+0.8 EB) MONTHLY CELLULAR DATA:
WEB BROWSING
MONTHLY CELLULAR DATA:
AUDIO APPLICATIONS
MONTHLY CELLULAR DATA:
FILE SHARING
MONTHLY CELLULAR DATA:
OTHER KINDS OF APPLICATIONS
TOTAL MONTHLY CELLULAR
DATA (ALL ACTIVITIES)
MONTHLY CELLULAR DATA:
VIDEO APPLICATIONS
MONTHLY CELLULAR DATA:
SOCIAL NETWORKING
MONTHLY CELLULAR DATA:
SOFTWARE UPDATES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTES: FIGURE FOR TOTAL MONTHLY CELLULAR DATA REPRESENTS ERICSSON’S REPORTED VALUE FOR FULL-YEAR 2023 , AND MAY NOT CORRELATE WITH MONTHLY
DATA TRAFFIC VALUES SHOWN ON OTHER CHARTS IN THIS REPORT. VALUES INCLUDE DATA FOR SMARTPHONES, MOBILE PCS, TABLETS, AND MOBILE ROUTERS, BUT EXCLUDE DATA GENERATED BY FIXED WIRELESS
ACCESS (FWA) DEVICES. AN EXABYTE IS EQUAL TO 1 BILLION GIGABYTES.GLOBAL OVERVIEW MONTHLY CELLULAR DATA BY APPLICATION CATEGORY (IN EXABYTES)
CELLULAR DATA BY APP CATEGORY JAN
2024

422. 422
2.0% 1.4% 0.5% 11.7%
-14.6% (-33 BPS) -6.8% (-10 BPS) -7.6% (-4 BPS) -5.9% (-73 BPS)
21.13 GB 72.7% 8.6% 3.1%
+30.0% (+4.9 GB) +2.7% (+188 BPS) -4.9% (-44 BPS) -6.9% (-23 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SHARE OF CELLULAR DATA:
WEB BROWSING
SHARE OF CELLULAR DATA:
AUDIO APPLICATIONS
SHARE OF CELLULAR DATA:
FILE SHARING
SHARE OF CELLULAR DATA:
OTHER KINDS OF APPS
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
AVERAGE MONTHLY CELLULAR
DATA TRAFFIC PER SMARTPHONE
SHARE OF CELLULAR DATA:
VIDEO APPLICATIONS
SHARE OF CELLULAR DATA:
SOCIAL NETWORKING
SHARE OF CELLULAR DATA:
SOFTWARE UPDATES SOURCE: ERICSSON MOBILITY VISUALIZER. NOTES: SHARE FIGURES INCLUDE DATA FOR SMARTPHONES, MOBILE PCS, TABLETS, AND MOBILE ROUTER, BUT EXCLUDE DATA GENERATED BY FIXED WIRELESS ACCESS
(FWA) DEVICES. YEAR-ON-YEAR 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. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW EACH APPLICATION CATEGORY’S SHARE OF CELLULAR DATA
SHARE OF CELLULAR DATA BY APP CATEGORY JAN
2024

423. 423
38.2% 37.8% 37.5%
36.2%
35.3% 34.9% 35.3% 35.0% 35.0%
-1.0% -0.8% -3.5% -2.5% [N/A] +1.1% -0.8% 0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING JAN
2024 CHANGE IN METHODOLOGY

424. 424
53.8%
52.9%
49.4%
47.2%
41.1%
40.7%
40.3%
39.8%
39.4%
39.4%
39.2%
38.3%
38.0%
37.7%
37.3%
36.7%
36.4%
35.6%
35.4%
35.3%
35.0%
35.0%
35.0%
34.9%
34.4%
34.4%
34.3%
34.0%
32.9%
32.0%
31.5%
31.2%
31.1%
29.1%
29.1%
28.1%
27.8%
27.0%
26.6%
26.5%
26.1%
25.3%
25.2%
24.4%
24.3%
23.8%
21.4%
19.8%
18.7%
17.4%
17.2%
17.0%
16.2%
10.3%
NIGERIA
SOUTH AFRICA
PHILIPPINES
U.A.E.
U.S.A.
IRELAND
COLOMBIA
INDIA
BRAZIL
VIETNAM
SWEDEN
NEW ZEALAND
PORTUGAL
TURKEY
CANADA
INDONESIA
KENYA
SAUDI ARABIA
AUSTRALIA
U.K.
WORLDWIDE
GREECE
MALAYSIA
SWITZERLAND
CHILE
MEXICO
GHANA
CHINA
EGYPT
ROMANIA
NORWAY
DENMARK
FRANCE
SPAIN
THAILAND
GERMANY
ISRAEL
AUSTRIA
SINGAPORE
ARGENTINA
BELGIUM
ITALY
NETHERLANDS
CROATIA
MOROCCO
HONG KONG
TAIWAN
HUNGARY
POLAND
RUSSIA
BULGARIA
SOUTH KOREA
CZECHIA
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING JAN
2024

425. 425
40.6%
39.2%
38.0%
32.4%
30.2%
34.2% 34.7% 35.1%
31.6%
25.6%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING JAN
2024

426. 426
35.20 -11.3%$32.86 -3.0%
BILLION -4.5 BILLION BILLION -$699 MILLION NUMBER OF
MOBILE APP
DOWNLOADS
QUARTER-ON-QUARTER
CHANGE IN MOBILE
APP DOWNLOADS
CONSUMER
SPEND ON
MOBILE APPS (USD)
QUARTER-ON-QUARTER
CHANGE IN
CONSUMER APP SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN 01 SEPTEMBER AND
30 NOVEMBER 2023. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM
ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: FIGURES DO NOT INCLUDE VALUES FOR THIRD-PARTY APP STORES IN CHINA. FIGURE FOR “AVERAGE CONSUMER APP SPEND PER HANDSET” USES
DATA FROM MULTIPLE SOURCES.GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 , EXCLUDING THIRD-PARTY APP STORESMOBILE APP MARKET OVERVIEW (QUARTERLY) JAN
2024

427. 427
01GAME ROLE PLAYING & STRATEGY $9.31 B -8.1%
02GAME ARCADE & ACTION $5.28 B -8.1%
03GAME BRAIN & PUZZLE $3.61 B +1.9%
04GAME CARDS & CASINO $3.52 B -5.5%
05 APP ENTERTAINMENT $3.21 B -0.7%
06GAME ADVENTURE $2.41 B -4.1%
07GAME SIMULATION $2.19 B -5.1%
08 APP SOCIAL $1.64 B -2.7%
09 APP PHOTO & VIDEO $1.47 B -2.0%
10 APP LIFESTYLE $1.20 B -3.4%
01GAME ARCADE & ACTION 3.64 B -8.1%
02 APP TOOLS 3.40 B +1.6%
03GAME BRAIN & PUZZLE 3.34 B +1.9%
04 APP KIDS & FAMILY 2.64 B +3.1%
05 APP SOCIAL 2.32 B -2.7%
06 APP ENTERTAINMENT 1.90 B -0.7%
07 APP PHOTO & VIDEO 1.87 B -2.0%
08GAME SIMULATION 1.83 B -5.1%
09 APP FINANCE 1.71 B -5.0%
10GAME ROLE PLAYING & STRATEGY 1.65 B -8.1%# TYPE CATEGORY VOLUME ▲QOQ # TYPE CATEGORY SPEND ▲QOQ
TOP MOBILE APP CATEGORIES BY TOTAL DOWNLOADS TOP MOBILE APP CATEGORIES BY TOTAL CONSUMER SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: CATEGORY NAMES REPRESENT DATA.AI’S “UNIFIED CATEGORIES”, WHICH MATCH APP CATEGORIES ACROSS THE GOOGLE PLAY STORE AND APPLE
IOS APP STORE TO PROVIDE A CONSISTENT BASIS FOR COMPARISON. RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN 01 SEPTEMBER
AND 30 NOVEMBER 2023. DOES NOT INCLUDE FIGURES FOR THIRD-PARTY ANDROID APP STORES. FIGURES IN CHINA. VALUES IN THE “▲QOQ” COLUMN REPRESENT QUARTER-ON-QUARTER CHANGE VERSUS
THE PREVIOUS 3 MONTHS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING.GLOBAL OVERVIEW
APP CATEGORIES WITH THE MOST DOWNLOADS AND HIGHEST CONSUMER SPEND BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023MOBILE APPS: TOP CATEGORIES JAN
2024

428. 428
01ROLE PLAYING GAMES
02STRATEGY GAMES
03CASUAL GAMES
04ENTERTAINMENT APPS
05ACTION GAMES
06PUZZLE GAMES
07SOCIAL APPS
08ADVENTURE GAMES
09CASINO GAMES
10PRODUCTIVITY APPS
01TOOLS APPS
02CASUAL GAMES
03ACTION GAMES
04SIMULATION GAMES
05ENTERTAINMENT APPS
06PUZZLE GAMES
07FAMILY APPS
08FINANCE APPS
09ARCADE GAMES
10SOCIAL APPS
01UTILITIES APPS
02SHOPPING APPS
03CASUAL GAMES
04ENTERTAINMENT APPS
05PHOTO AND VIDEO APPS
06FINANCE APPS
07PRODUCTIVITY APPS
08LIFESTYLE APPS
09ACTION GAMES
10SOCIAL NETWORKING APPS
01ROLE PLAYING GAMES
02STRATEGY GAMES
03ACTION GAMES
04ENTERTAINMENT APPS
05PUZZLE GAMES
06ADVENTURE GAMES
07SIMULATION GAMES
08CASUAL GAMES
09CARD GAMES
10PHOTO AND VIDEO APPS#APP CATEGORY #APP CATEGORY#APP CATEGORY #APP CATEGORY
GOOGLE PLAY: DOWNLOADS IOS APP STORE: DOWNLOADSGOOGLE PLAY: CONSUMER SPEND IOS APP STORE: CONSUMER SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTE: RANKINGS BASED ON USER ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. CATEGORY DEFINITIONS AND NAMING CONVENTIONS AS PER
RESPECTIVE STORE. NOTE THAT SOME APPS MAY CHANGE CATEGORY FROM TIME TO TIME, AND THE SAME APP MAY NOT BE LISTED IN THE SAME OR EQUIVALENT CATEGORY ACROSS DIFFERENT APP STORES.GLOBAL OVERVIEW
RANKING OF THE MOST POPULAR MOBILE APP CATEGORIES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023MOBILE APPS: TOP CATEGORIES BY APP STORE JAN
2024

429. 429 01
02
03
04
05
06
07
08
09
10
YOUTUBE YOUTUBE TIKTOK
1
TIKTOK
1
GOOGLE GOOGLE BYTEDANCE BYTEDANCE
CHROME BROWSER FACEBOOK INSTAGRAM YOUTUBE
GOOGLE META META GOOGLE
GOOGLE WHATSAPP MESSENGER FACEBOOK DISNEY+
GOOGLE META META DISNEY
FACEBOOK TIKTOK
1
WHATSAPP MESSENGER TINDER
META BYTEDANCE META MATCH GROUP
WHATSAPP MESSENGER INSTAGRAM CAPCUT GOOGLE ONE
META META BYTEDANCE GOOGLE
GOOGLE MAPS CHROME BROWSER TELEGRAM MAX: STREAM HBO, TV, & MOVIES
GOOGLE GOOGLE TELEGRAM WARNER BROS. DISCOVERY
GMAIL SAMSUNG TOUCHWIZ HOME SNAPCHAT PICCOMA
GOOGLE SAMSUNG GROUP SNAP KAKAO PICCOMA CORP
INSTAGRAM PHONE BY GOOGLE TEMU BUMBLE APP
META GOOGLE PDD HOLDINGS BUMBLE
FACEBOOK MESSENGER FACEBOOK MESSENGER WHATSAPP BUSINESS LINKEDIN
META META META MICROSOFT
GOOGLE PHOTOS GOOGLE FACEBOOK MESSENGER DUOLINGO: LEARN LANGUAGES
GOOGLE GOOGLE META DUOLINGOMONTHLY ACTIVE USERS TOTAL TIME SPENT DOWNLOADS CONSUMER SPEND#
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS BASED ON ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. RANKING BY MONTHLY ACTIVE USERS REFLECTS ACTIVITY ON
IPHONES AND ANDROID PHONES, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT REFLECTS USER ACTIVITY ON ANDROID PHONES ONLY. RANKINGS BY DOWNLOADS AND CONSUMER SPEND REFLECT
COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHERE DATA IS FOR THE IOS APP STORE ONLY. COMPARABILITY: (1) VALUES FOR “TIKTOK” MAY INCLUDE
ACTIVITY RELATING TO DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.GLOBAL OVERVIEW
RANKING OF MOBILE APPS BY VARIOUS METRICS FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023MOBILE APP RANKINGS JAN
2024

430. 430 01
02
03
04
05
06
07
08
09
10
HOTSTAR HOTSTAR HOTSTAR DISNEY+
DISNEY DISNEY DISNEY DISNEY
MIXERBOX INSTAGRAM PHOTO LAB NFL MOBILE
MIXERBOX META LINEROCK INVESTMENTS NFL ENTERPRISES
TEMU PHONE BY GOOGLE AMAZON MINITV PEACOCK TV
PDD HOLDINGS GOOGLE AMAZON COMCAST
GOOGLE MESSENGER GOOGLE TEMU PARAMOUNT+
GOOGLE GOOGLE PDD HOLDINGS VIACOMCBS
PERSONAL SAFETY DREAM11 DREAM11 GOODNOTES 5
GOOGLE DREAM11 DREAM11 TIMEBASETECH
CHATGPT WHATSAPP MESSENGER VIDEO DOWNLOADER AND PLAYER BY… HUNT APP
OPENAI META EMMANUELL.IO ONXMAPS
PHONE BY GOOGLE SMARTCALLER-INTELLIGENCE CALLER CLEAN MASTER ULTRA AMAZON
GOOGLE TRANSSION JOMAPP AMAZON
GOOGLE CALENDAR CRICBUZZ CRICKET WPS OFFICE CHATGPT
GOOGLE TIMES GROUP KINGSOFT OPENAI
CONTACTS BY GOOGLE FLIPKART CIAO PROXY CRUNCHYROLL
GOOGLE WALMART COOKIEDEVS SONY
CANVA ODIALER CANVA INSTAGRAM
CANVA OPPO CANVA METAMONTHLY ACTIVE USERS TOTAL TIME SPENT DOWNLOADS CONSUMER SPEND#
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS COMPARE THE CHANGE IN ACTIVITY IN THE THREE MONTHS FROM 01 SEPTEMBER TO 30 NOVEMBER 2023, AND THE PREVIOUS THREE
MONTHS (I.E. 01 JUNE TO 31 AUGUST 2023). RANKING BY MONTHLY ACTIVE USERS REFLECTS ACTIVITY ON IPHONES AND ANDROID PHONES, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT REFLECTS
USER ACTIVITY ON ANDROID PHONES ONLY. RANKINGS BY DOWNLOADS AND CONSUMER SPEND REFLECT COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA,
WHERE DATA IS FOR THE IOS APP STORE ONLY. GLOBAL OVERVIEW
RANKING OF MOBILE APPS WITH THE MOST SIGNIFICANT QUARTERLY GROWTH BY METRIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023BREAKOUT MOBILE APPS JAN
2024

431. 431 01
02
03
04
05
06
07
08
09
10
ROBLOX ROBLOX GACHA LIFE 2 ROYAL MATCH
ROBLOX ROBLOX LUNIME DREAM GAMES
FREE FIRE FREE FIRE FREE FIRE MONOPOLY GO: FAMILY BOARD GAME
SEA SEA SEA SCOPELY
CANDY CRUSH SAGA MOBILE LEGENDS: BANG BANG SUBWAY SURFERS CANDY CRUSH SAGA
ACTIVISION BLIZZARD BYTEDANCE TENCENT ACTIVISION BLIZZARD
SUBWAY SURFERS CANDY CRUSH SAGA ROBLOX ROBLOX
TENCENT ACTIVISION BLIZZARD ROBLOX ROBLOX
MINECRAFT POCKET EDITION BATTLEGROUNDS MOBILE INDIA REAL CAR DRIVING: RACE CITY 3D COIN MASTER
MICROSOFT KRAFTON BAB GAME MOON ACTIVE
MOBILE LEGENDS: BANG BANG PUBG MOBILE MY PERFECT HOTEL GENSHIN IMPACT
BYTEDANCE TENCENT SAYGAMES MIHOYO
LUDO KING CALL OF DUTY: MOBILE ROYAL MATCH HONOR OF KINGS
GAMETION ACTIVISION BLIZZARD DREAM GAMES TENCENT
GEOMETRY DASH EA SPORTS FC™ MOBILE 24 SOCCER BUILD A QUEEN GARDENSCAPES BY PLAYRIX
ROBTOP ELECTRONIC ARTS UNITY TECHNOLOGIES PLAYRIX
STUMBLE GUYS ARENA OF VALOR LUDO KING POKÉMON GO
SCOPELY SEA GAMETION NIANTIC
EA SPORTS FC™ MOBILE 24 SOCCER MINECRAFT POCKET EDITION BLOCK BLAST ADVENTURE MASTER LINEAGE M
ELECTRONIC ARTS MICROSOFT HUNGRY STUDIO NCSOFTMONTHLY ACTIVE USERS TOTAL TIME SPENT DOWNLOADS CONSUMER SPEND#
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS BASED ON ACTIVITY BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023. RANKING BY MONTHLY ACTIVE USERS REFLECTS ACTIVITY ON
IPHONES AND ANDROID PHONES, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT REFLECTS USER ACTIVITY ON ANDROID PHONES ONLY. RANKINGS BY DOWNLOADS AND CONSUMER SPEND REFLECT
COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA, WHERE DATA IS FOR THE IOS APP STORE ONLY.GLOBAL OVERVIEW
RANKING OF MOBILE GAMES BY VARIOUS METRICS FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023MOBILE GAME RANKINGS JAN
2024

432. 432 01
02
03
04
05
06
07
08
09
10
GACHA LIFE 2 GACHA LIFE 2 GACHA LIFE 2 MONOPOLY GO: FAMILY BOARD GAME
LUNIME LUNIME LUNIME SCOPELY
GEOMETRY DASH POKÉMON SLEEP BUILD A QUEEN MONSTER HUNTER NOW
ROBTOP POKEMON UNITY TECHNOLOGIES NIANTIC
MY PERFECT HOTEL BRAWL STARS REAL CAR DRIVING: RACE CITY 3D GENSHIN IMPACT
SAYGAMES TENCENT BAB GAME MIHOYO
NEXTBOTS IN BACKROOMS: SANDBOX ROYAL MATCH NEXTBOTS IN BACKROOMS: SANDBOX WHITEOUT SURVIVAL
HOOKAH GAMES DREAM GAMES HOOKAH GAMES ZHEJIANG CENTURY HUATONG GROUP
REVERSE: 1999 8 BALL POOL MY PERFECT HOTEL SEVEN KNIGHTS IDLE ADVENTURE
BLUEPOCH GAMES TENCENT SAYGAMES NETMARBLE
BUILD A QUEEN EFOOTBALL 2024 REVERSE: 1999 ROYAL MATCH
UNITY TECHNOLOGIES KONAMI BLUEPOCH GAMES DREAM GAMES
MONSTER HUNTER NOW MONOPOLY GO: FAMILY BOARD GAME SPIDER FIGHTING: ROPE GAME 呪術廻戦 ファントムパレード
NIANTIC SCOPELY IKAME CYBERAGENT
TRAFFIC ESCAPE! MONSTER HUNTER NOW SOCCER MANAGER 2024 - FOOTBALL GODDESS OF VICTORY: NIKKE
FOMO NIANTIC INVINCIBLES STUDIO TENCENT
REAL CAR DRIVING: RACE CITY 3D CLASH ROYALE DRAGONHEIR: SILENT GODS EFOOTBALL 2024
BAB GAME TENCENT BYTEDANCE KONAMI
ALIEN INVASION: RPG IDLE SPACE GEOMETRY DASH TRAFFIC ESCAPE! MONSTER STRIKE
MULTICAST GAMES ROBTOP FOMO MIXIMONTHLY ACTIVE USERS TOTAL TIME SPENT DOWNLOADS CONSUMER SPEND#
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS COMPARE THE CHANGE IN ACTIVITY IN THE THREE MONTHS FROM 01 SEPTEMBER TO 30 NOVEMBER 2023, AND THE PREVIOUS THREE
MONTHS (I.E. 01 JUNE TO 31 AUGUST 2023). RANKING BY MONTHLY ACTIVE USERS REFLECTS ACTIVITY ON IPHONES AND ANDROID PHONES, EXCLUDING CHINA. RANKING BY TOTAL TIME SPENT REFLECTS
USER ACTIVITY ON ANDROID PHONES ONLY. RANKINGS BY DOWNLOADS AND CONSUMER SPEND REFLECT COMBINED ACTIVITY ACROSS THE IOS APP STORE AND GOOGLE PLAY STORE, EXCEPT FOR CHINA,
WHERE DATA IS FOR THE IOS APP STORE ONLY.GLOBAL OVERVIEW
RANKING OF MOBILE GAMES WITH THE MOST SIGNIFICANT QUARTERLY GROWTH BY METRIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023BREAKOUT MOBILE GAMES JAN
2024

433. 433
257.0+0.9%$171.3+2.7%$24.58
BILLION +2.1 BILLION BILLION +$4.4 BILLION NUMBER OF
MOBILE APP
DOWNLOADS
YEAR-ON-YEAR
CHANGE IN MOBILE
APP DOWNLOADS
CONSUMER
SPEND ON
MOBILE APPS (USD)
YEAR-ON-YEAR
CHANGE IN
CONSUMER APP SPEND
AVERAGE CONSUMER
APP SPEND PER
HANDSET (USD)
SOURCES: DATA.AI INTELLIGENCE (SEE DATA.AI ); ERICSSON MOBILITY VISUALIZER; KEPIOS ANALYSIS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE
IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN 01 JANUARY AND 31 DECEMBER 2023. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND
IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: FIGURES INCLUDE VALUES FOR THIRD-PARTY APP STORES IN CHINA.
FIGURE FOR “AVERAGE CONSUMER APP SPEND PER HANDSET” USES DATA FROM MULTIPLE SOURCES.GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND BETWEEN 01 JANUARY AND 31 DECEMBER 2023MOBILE APP MARKET OVERVIEW (ANNUAL) JAN
2024

434. 434
01CHINA 113.4 BILLION +2.1%
02INDIA 26.4 BILLION -8.5%
03UNITED STATES 12.6 BILLION +2.8%
04BRAZIL 10.3 BILLION -3.2%
05INDONESIA 7.57 BILLION -1.7%
06RUSSIA 5.62 BILLION +2.6%
07MEXICO 5.18 BILLION +2.0%
08 TURKEY 3.94 BILLION +5.5%
09PAKISTAN 3.52 BILLION -0.2%
10PHILIPPINES 3.43 BILLION +4.6%
11VIETNAM 3.39 BILLION -2.8%
12BANGLADESH 2.88 BILLION +13.4%
13EGYPT 2.55 BILLION -3.7%
14JAPAN 2.51 BILLION +3.3%
15GERMANY 2.43 BILLION +8.2%
16UNITED KINGDOM 2.30 BILLION +3.9%
17FRANCE 2.16 BILLION +1.2%
18THAILAND 2.16 BILLION -4.8%
19IRAQ 2.12 BILLION +7.9%
20SOUTH KOREA 1.92 BILLION +2.6%#LOCATION DOWNLOADS ▲YOY #LOCATION DOWNLOADS ▲YOY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP
STORES IN CHINA BETWEEN 01 JANUARY AND 31 DECEMBER 2023. FIGURES IN “▲YOY” COLUMN REPRESENT THE YEAR-ON-YEAR CHANGE IN TOTAL DOWNLOADS COMPARED WITH THE PREVIOUS FULL YEAR. GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE MOST MOBILE APP DOWNLOADS BETWEEN 01 JANUARY AND 31 DECEMBER 2023MOBILE APPS: ANNUAL DOWNLOADS JAN
2024

435. 435
01CHINA $52.1 BILLION -10.1%
02UNITED STATES $44.9 BILLION +6.4%
03JAPAN $17.9 BILLION +0.8%
04SOUTH KOREA $7.86 BILLION+25.0%
05UNITED KINGDOM $4.45 BILLION+16.4%
06GERMANY $4.18 BILLION+12.6%
07TAIWAN $4.08 BILLION+13.2%
08CANADA $2.87 BILLION +7.2%
09AUSTRALIA $2.60 BILLION +8.8%
10FRANCE $2.48 BILLION+16.0%
11BRAZIL $1.73 BILLION+26.3%
12SAUDI ARABIA $1.27 BILLION+13.1%
13HONG KONG $1.26 BILLION -2.0%
14ITALY $1.23 BILLION+13.2%
15THAILAND $1.14 BILLION +9.4%
16NETHERLANDS $937 MILLION +22.7%
17MEXICO $920 MILLION +29.3%
18SPAIN $913 MILLION +13.2%
19TURKEY $909 MILLION +31.0%
20SWITZERLAND $893 MILLION +20.4%#LOCATION TOTAL SPEND ▲YOY #LOCATION TOTAL SPEND ▲YOY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI . NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP
STORES IN CHINA BETWEEN 01 JANUARY AND 31 DECEMBER 2023. FIGURES IN “▲YOY” COLUMN REPRESENT THE YEAR-ON-YEAR CHANGE IN TOTAL CONSUMER SPEND COMPARED WITH THE PREVIOUS FULL
YEAR. FIGURES IN THE “TOTAL SPEND” COLUMN ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES
FROM ECOMMERCE OR MOBILE ADVERTISING.GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST CONSUMER SPEND ON MOBILE APPS BETWEEN 01 JANUARY AND 31 DECEMBER 2023MOBILE APPS: ANNUAL CONSUMER SPEND JAN
2024

436. 436
0.54%
0.46%
0.42%
0.33%
0.29%
0.22%
0.17%
0.16%
0.15%
0.15%
0.14%
0.14%
0.13%
0.13%
0.12%
0.12%
0.12%
0.12%
0.11%
0.11%
0.11%
0.10%
0.10%
0.10%
0.10%
0.10%
0.10%
0.09%
0.09%
0.09%
0.09%
0.09%
0.08%
0.08%
0.08%
0.08%
0.08%
0.08%
0.07%
0.07%
0.06%
0.06%
0.05%
0.05%
0.05%
0.04%
0.04%
0.03%
0.02%
0.02%
TAIWAN
SOUTH KOREA
JAPAN
HONG KONG
CHINA
THAILAND
U.S.A.
WORLDWIDE
AUSTRALIA
MALAYSIA
NEW ZEALAND
CANADA
U.K.
VIETNAM
PHILIPPINES
CROATIA
SINGAPORE
SAUDI ARABIA
SWEDEN
U.A.E.
NORWAY
DENMARK
CHILE
BULGARIA
SWITZERLAND
HUNGARY
AUSTRIA
GERMANY
ISRAEL
GREECE
NETHERLANDS
CZECHIA
BRAZIL
FRANCE
POLAND
TURKEY
PORTUGAL
SOUTH AFRICA
ROMANIA
BELGIUM
SPAIN
ITALY
INDONESIA
MEXICO
IRELAND
EGYPT
COLOMBIA
ARGENTINA
RUSSIA
INDIA
SOURCES: KEPIOS ANALYSIS; DATA.AI INTELLIGENCE (SEE DATA.AI ); IMF. NOTES: FIGURES BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY
ANDROID APP STORES BETWEEN 01 JANUARY AND 31 DECEMBER 2023, COMPARED WITH THE LATEST VALUES (UP TO 2023 ) FOR GDP (CURRENT USD VALUES) PUBLISHED BY THE IMF. “CONSUMER SPEND” ONLY
INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING.GLOBAL OVERVIEW
THE TOTAL AMOUNT SPENT BY CONSUMERS ON MOBILE APPS BETWEEN 01 JANUARY AND 31 DECEMBER 2023 AS A PERCENTAGE OF GDPCONSUMER SPEND ON MOBILE APPS vs. GDP JAN
2024 DATAREPORTAL

437. ECOMMERCE

438. 438
56.1%28.2%11.8%20.6%16.0%
YOY: -2.6% (-150 BPS) YOY: -0.4% (-10 BPS) YOY: -16.9% (-240 BPS) YOY: -12.3% (-290 BPS) YOY: -13.0% (-240 BPS) PURCHASED A PRODUCT
OR SERVICE ONLINE
ORDERED GROCERIES
VIA AN ONLINE STORE
BOUGHT A SECOND-HAND
ITEM VIA AN ONLINE STORE
USED AN ONLINE PRICE
COMPARISON SERVICE
USED A BUY NOW,
PAY LATER SERVICE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES JAN
2024

439. 439
55.2% 62.4% 38.1% 39.9% 31.7% 38.6% 31.8% 37.0%
71.9% 76.0% 23.6% 25.4% 49.1% 56.4% 8.4% 12.1%
58.8% 39.0% 35.2% 34.5%
74.0% 24.5% 52.8% 10.2% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
MADE A DIGITAL
PAYMENT (PAST YEAR)
MADE A PURCHASE USING A MOBILE
PHONE OR THE INTERNET (PAST YEAR)
USED A MOBILE PHONE OR THE
INTERNET TO SEND MONEY (PAST YEAR)
USED A MOBILE PHONE OR THE
INTERNET TO PAY BILLS (PAST YEAR)
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
ACCOUNT WITH A
FINANCIAL INSTITUTION
CREDIT CARD
OWNERSHIP
DEBIT CARD
OWNERSHIP
MOBILE MONEY ACCOUNT
(E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE,
NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND
TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ?OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. GLOBAL OVERVIEWGLOBAL OVERVIEW PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE
FINANCIAL INCLUSION FACTORS JAN
2024

440. 440
58.4% 58.5%
57.5% 58.2% 57.6%
55.5% 55.9% 56.5% 56.1%
+0.2% -1.7% +1.2% -1.0% [N/A] +0.7% +1.1% -0.7%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES JAN
2024 CHANGE IN METHODOLOGY

441. 441
66.9%
65.8%
64.7%
64.3%
62.1%
61.9%
61.1%
60.9%
59.3%
59.3%
59.2%
59.0%
58.9%
58.8%
58.0%
58.0%
57.0%
56.7%
56.1%
55.2%
54.3%
54.1%
54.0%
53.8%
53.4%
52.9%
52.8%
52.4%
52.1%
51.8%
51.5%
50.3%
49.9%
49.4%
49.2%
49.0%
48.7%
48.5%
47.8%
47.1%
46.4%
44.9%
44.5%
44.3%
43.8%
43.5%
43.4%
42.4%
39.7%
37.6%
34.8%
33.3%
30.8%
25.0%
THAILAND
SOUTH KOREA
TURKEY
U.A.E.
MEXICO
MALAYSIA
CHINA
U.K.
INDIA
INDONESIA
GREECE
TAIWAN
U.S.A.
SINGAPORE
BRAZIL
POLAND
PHILIPPINES
CZECHIA
WORLDWIDE
IRELAND
VIETNAM
NETHERLANDS
CANADA
CHILE
SWEDEN
SPAIN
AUSTRALIA
FRANCE
SAUDI ARABIA
HONG KONG
ARGENTINA
ISRAEL
NORWAY
PORTUGAL
CROATIA
NEW ZEALAND
RUSSIA
SOUTH AFRICA
COLOMBIA
ITALY
ROMANIA
JAPAN
HUNGARY
DENMARK
GERMANY
BULGARIA
BELGIUM
SWITZERLAND
AUSTRIA
KENYA
EGYPT
MOROCCO
NIGERIA
GHANA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES JAN
2024

442. 442
53.6%
61.5% 62.3%
58.0%
54.0%
48.8%
54.8%
57.9%
56.5%
52.4%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES JAN
2024

443. 443
44.4%
39.8%
39.6%
38.4%
36.3%
35.3%
35.3%
35.2%
34.5%
33.9%
33.7%
33.3%
32.6%
32.5%
32.0%
31.9%
31.7%
31.1%
31.1%
31.0%
30.6%
30.6%
29.9%
29.7%
29.6%
29.5%
29.0%
29.0%
28.9%
28.6%
28.0%
27.2%
27.2%
26.7%
26.4%
26.4%
26.2%
26.0%
25.8%
25.6%
25.3%
24.4%
24.2%
22.3%
22.3%
21.6%
21.5%
21.3%
20.1%
17.8%
15.1%
11.2%
10.9%
7.6%
SOUTH KOREA
MALAYSIA
U.A.E.
TURKEY
TAIWAN
GREECE
MEXICO
U.S.A.
SINGAPORE
PHILIPPINES
CHINA
INDONESIA
POLAND
U.K.
SWEDEN
IRELAND
ARGENTINA
BRAZIL
NETHERLANDS
THAILAND
CHILE
SOUTH AFRICA
WORLDWIDE
CANADA
CZECHIA
RUSSIA
HONG KONG
ISRAEL
VIETNAM
SPAIN
AUSTRALIA
COLOMBIA
PORTUGAL
CROATIA
FRANCE
ROMANIA
NEW ZEALAND
INDIA
SAUDI ARABIA
NORWAY
BULGARIA
GERMANY
ITALY
AUSTRIA
SWITZERLAND
DENMARK
BELGIUM
JAPAN
HUNGARY
EGYPT
KENYA
GHANA
MOROCCO
NIGERIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK VIA A MOBILE PHONE
WEEKLY MOBILE COMMERCE PURCHASES JAN
2024

444. 444
27.7%
34.0%
36.7%
31.7%
24.8%
23.6%
28.2%
32.9%
30.6%
25.8%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO BUY SOMETHING ONLINE EACH WEEK VIA A MOBILE PHONE
WEEKLY MOBILE COMMERCE PURCHASES JAN
2024

445. 445
MOBILE: 52.4%
MOBILE: 53.3%
MOBILE: 52.0%
MOBILE: 50.3%
MOBILE: 50.9%
MOBILE: 51.9%
MOBILE: 52.2%
MOBILE: 53.3%
MOBILE: 53.3%
NO MOBILE: 47.6%
NO MOBILE: 46.7%
NO MOBILE: 48.0%
NO MOBILE: 49.7%
NO MOBILE: 49.1%
NO MOBILE: 48.1%
NO MOBILE: 47.8%
NO MOBILE: 46.7%
NO MOBILE: 46.7%
+1.7% -2.4% -3.3% +1.2% [N/A] +0.6% +2.1% 0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). SEE GWI.COM . NOTE: FIGURES SHOW SHARE OF INTERNET USERS WHO MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK (“ONLINE SHOPPERS”). FIGURES
FOR “MOBILE” REPRESENT ONLINE SHOPPERS WHO SAY THAT THEY MADE AT LEAST ONE PURCHASE IN THE PAST WEEK VIA A MOBILE PHONE. FIGURES FOR “NO MOBILE” REPRESENT ONLINE SHOPPERS WHO
DID NOT SAY THAT THEY MADE A PURCHASE VIA A MOBILE PHONE IN THE PAST WEEK. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE IN THE USE OF MOBILE PHONES TO
MAKE ONLINE PURCHASES (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ONLINE SHOPPERS AGED 16 TO 64 WHO USE A MOBILE PHONE TO MAKE AT LEAST ONE OF THEIR ONLINE PURCHASES EACH WEEK
USE OF MOBILES TO MAKE ONLINE PURCHASES JAN
2024 CHANGE IN METHODOLOGY

446. 446
MOBILE: 67.5%
MOBILE: 64.3%
MOBILE: 63.1%
MOBILE: 61.6%
MOBILE: 61.6%
MOBILE: 61.5%
MOBILE: 60.6%
MOBILE: 59.9%
MOBILE: 59.8%
MOBILE: 59.6%
MOBILE: 59.5%
MOBILE: 59.4%
MOBILE: 58.7%
MOBILE: 58.2%
MOBILE: 57.8%
MOBILE: 57.7%
MOBILE: 57.5%
MOBILE: 56.9%
MOBILE: 56.9%
MOBILE: 56.9%
MOBILE: 56.8%
MOBILE: 56.2%
MOBILE: 56.2%
MOBILE: 56.2%
MOBILE: 56.0%
MOBILE: 55.7%
MOBILE: 55.2%
MOBILE: 55.1%
MOBILE: 55.0%
MOBILE: 54.3%
MOBILE: 54.1%
MOBILE: 53.6%
MOBILE: 53.5%
MOBILE: 53.4%
MOBILE: 53.3%
MOBILE: 53.2%
MOBILE: 53.0%
MOBILE: 52.6%
MOBILE: 52.2%
MOBILE: 51.4%
MOBILE: 51.3%
MOBILE: 51.1%
MOBILE: 50.4%
MOBILE: 49.5%
MOBILE: 49.5%
MOBILE: 48.8%
MOBILE: 47.4%
MOBILE: 46.3%
MOBILE: 45.2%
MOBILE: 44.8%
MOBILE: 43.8%
MOBILE: 40.2%
MOBILE: 32.7%
MOBILE: 24.7%
NO MOBILE: 32.5%
NO MOBILE: 35.7%
NO MOBILE: 36.9%
NO MOBILE: 38.4% NO MOBILE: 38.4%
NO MOBILE: 38.5%
NO MOBILE: 39.4%
NO MOBILE: 40.1%
NO MOBILE: 40.2%
NO MOBILE: 40.4%
NO MOBILE: 40.5%
NO MOBILE: 40.6%
NO MOBILE: 41.3%
NO MOBILE: 41.8%
NO MOBILE: 42.2%
NO MOBILE: 42.3%
NO MOBILE: 42.5%
NO MOBILE: 43.1% NO MOBILE: 43.1% NO MOBILE: 43.1%
NO MOBILE: 43.2%
NO MOBILE: 43.8% NO MOBILE: 43.8% NO MOBILE: 43.8%
NO MOBILE: 44.0%
NO MOBILE: 44.3%
NO MOBILE: 44.8%
NO MOBILE: 44.9%
NO MOBILE: 45.0%
NO MOBILE: 45.7%
NO MOBILE: 45.9%
NO MOBILE: 46.4%
NO MOBILE: 46.5%
NO MOBILE: 46.6%
NO MOBILE: 46.7%
NO MOBILE: 46.8%
NO MOBILE: 47.0%
NO MOBILE: 47.4%
NO MOBILE: 47.8%
NO MOBILE: 48.6%
NO MOBILE: 48.7%
NO MOBILE: 48.9%
NO MOBILE: 49.6%
NO MOBILE: 50.5% NO MOBILE: 50.5%
NO MOBILE: 51.2%
NO MOBILE: 52.6%
NO MOBILE: 53.7%
NO MOBILE: 54.8%
NO MOBILE: 55.2%
NO MOBILE: 56.2%
NO MOBILE: 59.8%
NO MOBILE: 67.3%
NO MOBILE: 75.3%
SOUTH KOREA
MALAYSIA
SOUTH AFRICA
ARGENTINA
U.A.E.
TAIWAN
RUSSIA
SWEDEN
U.S.A.
GREECE
PHILIPPINES
TURKEY
SINGAPORE
BULGARIA
IRELAND
ISRAEL
NETHERLANDS
CHILE
COLOMBIA
ROMANIA
MEXICO
AUSTRIA
INDONESIA
POLAND
HONG KONG
GERMANY
CHINA
PORTUGAL
CANADA
CROATIA
SPAIN
BRAZIL
NEW ZEALAND
U.K.
WORLDWIDE
VIETNAM
AUSTRALIA
SWITZERLAND
CZECHIA
ITALY
NORWAY
EGYPT
FRANCE
BELGIUM
SAUDI ARABIA
DENMARK
JAPAN
THAILAND
HUNGARY
GHANA
INDIA
KENYA
MOROCCO
NIGERIA
SOURCE: GWI (Q3 2023). SEE GWI.COM . NOTES: FIGURES SHOW SHARE OF INTERNET USERS WHO MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK (“ONLINE SHOPPERS”). FIGURES FOR “MOBILE”
REPRESENT ONLINE SHOPPERS WHO SAY THAT THEY MADE AT LEAST ONE PURCHASE IN THE PAST WEEK VIA A MOBILE PHONE. FIGURES FOR “NO MOBILE” REPRESENT ONLINE SHOPPERS WHO DID NOT SAY
THAT THEY MADE A PURCHASE VIA A MOBILE PHONE IN THE PAST WEEK. ADVISORY: RESPONDENTS ONLY NEED TO MAKE ONE PURCHASE VIA A MOBILE PHONE TO APPEAR IN THE VALUES FOR “MOBILE”.
COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ONLINE SHOPPERS AGED 16 TO 64 WHO USE A MOBILE PHONE TO MAKE AT LEAST ONE OF THEIR ONLINE PURCHASES EACH WEEK
USE OF MOBILES TO MAKE ONLINE PURCHASES JAN
2024

447. 447
MOBILE: 51.7%
MOBILE: 48.4%
MOBILE: 55.3%
MOBILE: 51.5%
MOBILE: 58.9%
MOBILE: 56.8%
MOBILE: 54.7%
MOBILE: 54.2%
MOBILE: 45.9%
MOBILE: 49.2%
NO MOBILE: 48.3%
NO MOBILE: 51.6%
NO MOBILE: 44.7%
NO MOBILE: 48.5%
NO MOBILE: 41.1%
NO MOBILE: 43.2%
NO MOBILE: 45.3%
NO MOBILE: 45.8%
NO MOBILE: 54.1%
NO MOBILE: 50.8%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). SEE GWI.COM . NOTES: FIGURES REPRESENT SHARE OF INTERNET USERS WHO MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK. FIGURES FOR “MOBILE” REPRESENT THE
PERCENTAGE OF INTERNET USERS WHO SAY THAT THEY MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK VIA A MOBILE PHONE. FIGURES FOR “NO MOBILE” REPRESENT THE SHARE OF INTERNET
USERS WHO SAY THAT THEY MADE AT LEAST ONE ONLINE PURCHASE IN THE PAST WEEK, BUT DID NOT SAY THAT THEY MADE AN ONLINE PURCHASE VIA A MOBILE PHONE. ADVISORY: RESPONDENTS ONLY
NEED TO MAKE ONE PURCHASE VIA A MOBILE PHONE TO APPEAR IN THE VALUES FOR “MOBILE”. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF ONLINE SHOPPERS WHO USE A MOBILE PHONE TO MAKE AT LEAST ONE OF THEIR ONLINE PURCHASES EACH WEEK
USE OF MOBILES TO MAKE ONLINE PURCHASES JAN
2024

448. 448
50.6%
39.3%
33.2%
30.6%
30.5%
30.4%
27.2%
19.8%
19.4%
18.9%
17.7%
14.7%
11.2%
10.8%
10.2%FREE DELIVERY
COUPONS AND DISCOUNTS
EASY RETURNS POLICY
SIMPLE ONLINE CHECKOUT
CUSTOMER REVIEWS
NEXT-DAY DELIVERY
LOYALTY POINTS
CASH ON DELIVERY
SOCIAL LIKES & COMMENTS
ECO-FRIENDLY CREDENTIALS
CLICK AND COLLECT
INTEREST-FREE PAYMENTS
GUEST CHECKOUT
SOCIAL BUY BUTTONS
EXCLUSIVE CONTENT OR SERVICES
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE
ONLINE PURCHASE DRIVERS JAN
2024

449. 449
FREE DELIVERY 47.7%
COUPONS AND DISCOUNTS 39.7%
EASY RETURNS POLICY 32.0%
CUSTOMER REVIEWS 31.1%
NEXT-DAY DELIVERY 30.8%
SIMPLE ONLINE CHECKOUT 29.6%
LOYALTY POINTS 25.7%
SOCIAL LIKES & COMMENTS21.3%
CASH ON DELIVERY 21.2%
CLICK AND COLLECT 21.2%
FREE DELIVERY 50.5%
COUPONS AND DISCOUNTS 39.9%
EASY RETURNS POLICY 32.5%
NEXT-DAY DELIVERY 30.8%
SIMPLE ONLINE CHECKOUT 30.3%
CUSTOMER REVIEWS 29.1%
LOYALTY POINTS 28.1%
CASH ON DELIVERY 20.8%
ECO-FRIENDLY CREDENTIALS19.8%
SOCIAL LIKES & COMMENTS18.5%
FREE DELIVERY 59.9%
COUPONS AND DISCOUNTS 40.3%
EASY RETURNS POLICY 37.1%
SIMPLE ONLINE CHECKOUT 33.5%
CUSTOMER REVIEWS 31.5%
NEXT-DAY DELIVERY 27.7%
LOYALTY POINTS 27.1%
ECO-FRIENDLY CREDENTIALS17.8%
SOCIAL LIKES & COMMENTS17.7%
INTEREST-FREE PAYMENTS 14.5%
FREE DELIVERY 46.8%
COUPONS AND DISCOUNTS 37.9%
EASY RETURNS POLICY 32.7%
NEXT-DAY DELIVERY 31.5%
SIMPLE ONLINE CHECKOUT 30.3%
CUSTOMER REVIEWS 29.4%
LOYALTY POINTS 27.1%
CASH ON DELIVERY 21.8%
CLICK AND COLLECT 20.4%
SOCIAL LIKES & COMMENTS20.1%
FREE DELIVERY 53.8%
COUPONS AND DISCOUNTS 39.4%
EASY RETURNS POLICY 33.9%
CUSTOMER REVIEWS 32.6%
SIMPLE ONLINE CHECKOUT 30.9%
NEXT-DAY DELIVERY 29.3%
LOYALTY POINTS 28.4%
ECO-FRIENDLY CREDENTIALS18.5%
SOCIAL LIKES & COMMENTS18.3%
CASH ON DELIVERY 17.6%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE
ONLINE PURCHASE DRIVERS JAN
2024

450. 450
$151.2 $104.4 $80.53 $72.98 $59.65 $54.42 $23.48
BILLION BILLION BILLION BILLION BILLION BILLION BILLION
+5.1% (+$7.4 BILLION) +1.9% (+$1.9 BILLION) +5.2% (+$4.0 BILLION) +11.9% (+$7.8 BILLION) +7.6% (+$4.2 BILLION) +9.7% (+$4.8 BILLION) +5.9% (+$1.3 BILLION)
$781.3 $673.6 $370.7 $209.3 $201.8 $188.0 $182.7
BILLION BILLION BILLION BILLION BILLION BILLION BILLION
+11.8% (+$82 BILLION) +8.4% (+$52 BILLION) +16.0% (+$51 BILLION) +14.2% (+$26 BILLION) +8.5% (+$16 BILLION) +11.6% (+$20 BILLION) +0.8% (+$1.5 BILLION) ELECTRONICS FASHION FOOD BEVERAGES DIY & HARDWARE FURNITURE PHYSICAL MEDIA
BEAUTY &
PERSONAL CARE
TOBACCO
PRODUCTS
TOYS &
HOBBY
HOUSEHOLD
ESSENTIALS
OVER-THE-COUNTER
PHARMACEUTICALS
LUXURY
GOODS
EYE-
WEAR
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATISTA ECOMMERCE MARKET. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2023 IN U.S. DOLLARS, AND COMPARISONS WITH THE PREVIOUS CALENDAR
YEAR. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: SIGNIFICANT BASE REVISIONS AND MAJOR CATEGORY DEFINITION CHANGES.
FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2023 )ECOMMERCE: CONSUMER GOODS CATEGORIES JAN
2024

451. 451
7.1%
4.8%
3.8%
3.3%
3.1%
3.1%
3.0%
2.7%
2.4%
2.3%
2.3%
2.2%
2.1%
2.1%
2.1%
2.1%
2.1%
2.0%
2.0%
2.0%
1.9%
1.9%
1.9%
1.9%
1.8%
1.7%
1.7%
1.7%
1.7%
1.6%
1.6%
1.6%
1.5%
1.5%
1.5%
1.5%
1.5%
1.5%
1.4%
1.4%
1.4%
1.3%
1.3%
1.3%
1.2%
1.1%
1.1%
1.1%
1.0%
1.0%
0.8%
0.8%
0.7%
CHINA
HONG KONG
SOUTH KOREA
U.K.
JAPAN
PHILIPPINES
WORLDWIDE
U.S.A.
INDONESIA
THAILAND
VIETNAM
COLOMBIA
FRANCE
NETHERLANDS
CANADA
CZECHIA
SWEDEN
GERMANY
CHILE
AUSTRIA
NEW ZEALAND
ITALY
AUSTRALIA
SPAIN
MEXICO
PORTUGAL
DENMARK
MALAYSIA
BRAZIL
RUSSIA
U.A.E.
CROATIA
NIGERIA
INDIA
TURKEY
EGYPT
POLAND
NORWAY
ROMANIA
SOUTH AFRICA
BELGIUM
GREECE
SWITZERLAND
TAIWAN
ISRAEL
HUNGARY
MOROCCO
ARGENTINA
GHANA
SINGAPORE
IRELAND
SAUDI ARABIA
KENYA
SOURCES: STATISTA ECOMMERCE MARKET; IMF. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES OF TOTAL FULL-YEAR SPEND ON ONLINE CONSUMER GOODS PURCHASES FOR 2023 IN U.S.
DOLLARS, COMPARED WITH THE LATEST VALUES FOR GDP IN CURRENT U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: BEAUTY & PERSONAL CARE; BEVERAGES; DIY & HARDWARE STORE; ELECTRONICS;
EYEWEAR; FASHION; FOOD; FURNITURE; HOUSEHOLD ESSENTIALS; LUXURY GOODS; PHYSICAL MEDIA; OTC PHARMACEUTICALS; TOBACCO PRODUCTS; TOYS & HOBBY. COMPARABILITY: SIGNIFICANT BASE
REVISIONS AND MAJOR CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
ESTIMATED FULL-YEAR 2023 SPEND ON CONSUMER GOODS ECOMMERCE AS A PERCENTAGE OF GDP (CURRENT USD)ONLINE CONSUMER GOODS SPEND vs. GDP JAN
2024 DATAREPORTAL

452. 452
$3,830
$2,700
$2,170
$2,000
$1,894
$1,810
$1,782
$1,723
$1,687
$1,686
$1,684
$1,646
$1,639
$1,630
$1,586
$1,510
$1,400
$1,379
$1,370
$1,314
$1,200
$1,141
$1,102
$1,058
$1,019
$980
$940
$920
$607
$603
$601
$535
$522
$509
$460
$433
$411
$403
$394
$382
$381
$380
$376
$310
$310
$280
$277
$182
$129
$121
$120
$101
$77
HONG KONG
U.S.A.
U.K.
NORWAY
NETHERLANDS
SWITZERLAND
AUSTRIA
SOUTH KOREA
DENMARK
SWEDEN
JAPAN
AUSTRALIA
GERMANY
CANADA
CHINA
FRANCE
ITALY
U.A.E.
IRELAND
NEW ZEALAND
SINGAPORE
CZECHIA
BELGIUM
ISRAEL
WORLDWIDE
TAIWAN
PORTUGAL
SPAIN
CHILE
MEXICO
GREECE
CROATIA
ROMANIA
POLAND
TURKEY
HUNGARY
PHILIPPINES
THAILAND
COLOMBIA
MALAYSIA
RUSSIA
BRAZIL
SAUDI ARABIA
SOUTH AFRICA
VIETNAM
INDONESIA
ARGENTINA
EGYPT
NIGERIA
INDIA
KENYA
MOROCCO
GHANA
SOURCE: STATISTA ECOMMERCE MARKET. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE FULL-YEAR SPEND PER ONLINE CONSUMER GOODS SHOPPER FOR
2023 IN U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES,
AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 ONLINE REVENUE PER CONSUMER GOODS ECOMMERCE USER (U.S. DOLLARS)CONSUMER GOODS ECOMMERCE ARPU JAN
2024

453. 453
12.6%
10.7%
7.6%
7.5%
7.4%
7.2%
5.6%
5.5%
5.5%
5.5%
5.2%
5.0%
5.0%
4.8%
4.6%
4.4%
4.4%
3.8%
3.7%
3.6%
3.5%
3.5%
3.4%
3.4%
3.3%
3.3%
3.1%
3.1%
3.1%
3.1%
3.1%
3.0%
2.9%
2.9%
2.8%
2.8%
2.7%
2.7%
2.6%
2.6%
2.6%
2.5%
2.4%
2.3%
2.1%
2.1%
2.1%
2.0%
2.0%
1.8%
1.4%
1.2%
1.2%
CHINA
PHILIPPINES
WORLDWIDE
HONG KONG
NIGERIA
VIETNAM
COLOMBIA
THAILAND
KENYA
INDONESIA
SOUTH KOREA
SOUTH AFRICA
JAPAN
EGYPT
INDIA
U.K.
MEXICO
ITALY
CZECHIA
BRAZIL
CHILE
PORTUGAL
TURKEY
U.S.A.
GHANA
FRANCE
GERMANY
AUSTRIA
NETHERLANDS
CANADA
SWEDEN
TAIWAN
MALAYSIA
RUSSIA
ROMANIA
SPAIN
NEW ZEALAND
U.A.E.
GREECE
AUSTRALIA
CROATIA
MOROCCO
DENMARK
POLAND
ARGENTINA
HUNGARY
BELGIUM
NORWAY
ISRAEL
SWITZERLAND
SINGAPORE
IRELAND
SAUDI ARABIA
SOURCES: STATISTA ECOMMERCE MARKET; IMF. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE FULL-YEAR SPEND PER ONLINE CONSUMER GOODS SHOPPER FOR 2023 IN U.S.
DOLLARS, COMPARED WITH THE LATEST VALUES FOR GDP PER CAPITA IN CURRENT U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER
HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH
PREVIOUS REPORTS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 ONLINE REVENUE PER CONSUMER GOODS ECOMMERCE USER AS A PERCENTAGE OF GDP PER CAPITA (CURRENT USD)CONSUMER GOODS ARPU vs. GDP PER CAPITA JAN
2024 DATAREPORTAL

454. 454
11EBAY EBAY
12AJIO SHOPPING APP RELIANCE INDUSTRIES
13SHOPSY WALMART
14TOKOPEDIA GOTO GROUP
15WILDBERRIES WILDBERRIES
16WALMART WALMART
17LIDL PLUS SCHWARZ GRUPPE
18OZON OZON
19OLX SOBEK AUTO
20AVITO KISMET CAPITAL GROUP
01AMAZON AMAZON
02SHOPEE SEA
03FLIPKART WALMART
04SHEIN SHEIN
05MEESHO MEESHO
06LAZADA ALIBABA GROUP
07ALIEXPRESS ALIBABA GROUP
08TEMU PDD HOLDINGS
09MERCADOLIBRE MERCADOLIBRE
10MYNTRA WALMART#SHOPPING APP COMPANY #SHOPPING APP COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: BASED ON APPS WITH A PRIMARY DATA.AI APP IQ CATEGORISATION OF “SHOPPING”. ONLY INCLUDES MOBILE APPS WHICH FOCUS
PRIMARILY ON PROVIDING ONLINE SHOPPING SERVICES; EXCLUDES FINANCE APPS. DOES NOT INCLUDE USERS WHO ACCESS MERCHANTS’ PLATFORMS OR SERVICES VIA DEVICES OTHER THAN MOBILE
PHONES. RANKINGS BASED ON COMBINED, WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023 , EXCLUDING CHINA.GLOBAL OVERVIEW
RANKING OF MOBILE APPS IN THE SHOPPING CATEGORY, BASED ON GLOBAL MONTHLY ACTIVE USERS BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2023MOST USED MOBILE SHOPPING APPS JAN
2024

455. 455
11LAPTOP 21
12IPHONE 14 21
13XBOX 19
14PS5 18
15IPHONE 11 17
16IPHONE 13 17
17EBAY 17
18IKEA 16
19TABLET 15
20GOOGLE 15
01IPHONE 100
02NIKE 99
03SAMSUNG 89
04AMAZON 80
05ADIDAS 42
06JORDAN 36
07APPLE 30
08 REDMI 25
09WALMART 24
10XIAOMI 22#SEARCH QUERY INDEX vs. TOP QUERY #SEARCH QUERY INDEX vs. TOP QUERY
SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2023 AND 31 DECEMBER 2023 . NOTES: ANY LANGUAGE ANOMALIES OR SPELLING
ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES.
GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE
TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.GLOBAL OVERVIEW
SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2023 AND 31 DECEMBER 2023TOP GOOGLE SHOPPING SEARCHES JAN
2024

456. 456
28.3% 28.7% 28.5% 28.9%
28.3%
27.1% 27.3%
27.9% 28.2%
+1.4% -0.7% +1.4% -2.1% [N/A] +0.7% +2.2% +1.1%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES JAN
2024 CHANGE IN METHODOLOGY

457. 457
45.0%
44.0%
41.9%
41.3%
36.4%
34.4%
34.1%
32.9%
31.8%
30.3%
28.2%
27.6%
27.3%
27.2%
27.2%
27.0%
26.3%
26.2%
26.1%
24.5%
23.1%
23.0%
22.3%
21.8%
21.5%
21.1%
21.0%
19.5%
19.1%
18.9%
18.2%
18.1%
18.0%
17.8%
17.8%
17.4%
17.4%
17.2%
16.5%
15.9%
15.6%
15.0%
14.9%
13.0%
12.9%
12.9%
12.7%
12.7%
11.7%
11.6%
11.0%
10.6%
10.6%
10.6%
SOUTH KOREA
THAILAND
TURKEY
U.A.E.
INDIA
INDONESIA
MEXICO
GREECE
CHINA
SAUDI ARABIA
WORLDWIDE
TAIWAN
U.K.
CHILE
MALAYSIA
SINGAPORE
BRAZIL
SOUTH AFRICA
U.S.A.
ARGENTINA
AUSTRALIA
COLOMBIA
FRANCE
ISRAEL
VIETNAM
HONG KONG
NETHERLANDS
EGYPT
RUSSIA
PHILIPPINES
SWEDEN
NEW ZEALAND
MOROCCO
CZECHIA
SPAIN
CANADA
ROMANIA
GERMANY
SWITZERLAND
POLAND
IRELAND
HUNGARY
JAPAN
AUSTRIA
BELGIUM
NIGERIA
BULGARIA
PORTUGAL
KENYA
NORWAY
DENMARK
CROATIA
GHANA
ITALY
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES JAN
2024 DATAREPORTAL

458. 458
26.8%
33.9% 34.0%
29.6%
25.2%
22.7%
27.8%
29.3%
26.6%
22.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES JAN
2024

459. 459
48.0%
45.0%
42.2%
37.7%
35.9%
33.9%
33.9%
32.4%
31.6%
31.3%
30.7%
30.4%
30.3%
29.9%
29.2%
28.8%
27.8%
27.3%
27.1%
25.6%
24.3%
24.3%
24.0%
22.8%
22.6%
22.1%
21.5%
20.8%
20.0%
19.7%
19.7%
19.2%
19.1%
19.0%
17.7%
17.3%
16.8%
16.4%
15.2%
15.0%
13.5%
13.1%
12.4%
12.1%
10.6%
8.7%
8.3%
8.2%
7.3%
7.1%
6.6%
5.8%
4.5%
GREECE
SOUTH AFRICA
CHINA
MEXICO
IRELAND
COLOMBIA
NEW ZEALAND
CHILE
HONG KONG
TAIWAN
THAILAND
TURKEY
U.K.
AUSTRALIA
ARGENTINA
ISRAEL
U.A.E.
SPAIN
BRAZIL
POLAND
WORLDWIDE
CROATIA
SWEDEN
SAUDI ARABIA
ROMANIA
NETHERLANDS
MALAYSIA
SINGAPORE
CANADA
NORWAY
PHILIPPINES
BULGARIA
PORTUGAL
DENMARK
MOROCCO
U.S.A.
BELGIUM
ITALY
EGYPT
VIETNAM
INDIA
FRANCE
SWITZERLAND
CZECHIA
RUSSIA
KENYA
GERMANY
HUNGARY
NIGERIA
AUSTRIA
JAPAN
GHANA
INDONESIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE WEBSITES AND MOBILE APPS TO ORDER FOOD TAKEAWAY OR DELIVERY EACH MONTH
USE OF ONLINE MEAL DELIVERY SERVICES JAN
2024

460. 460
24.8%
30.7%
29.3%
24.7%
17.1%
19.1%
24.4%
26.7%
22.4%
15.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE WEBSITES AND MOBILE APPS TO ORDER FOOD TAKEAWAY OR DELIVERY EACH MONTH
USE OF ONLINE MEAL DELIVERY SERVICES JAN
2024

461. 461
$310.9 $187.2 $66.84 $5.70
BILLION BILLION BILLION BILLION
+17.6% (+$47 BILLION) +28.4% (+$41 BILLION) +17.3% (+$9.9 BILLION) +43.2% (+$1.7 BILLION)
$486.7 $88.85 $67.16 $11.52
BILLION BILLION BILLION BILLION
+42.0% (+$144 BILLION) +35.9% (+$23 BILLION) +22.0% (+$12 BILLION) +37.6% (+$3.1 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2023 IN U.S. DOLLARS, AND
COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-
SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2023 )ONLINE TRAVEL AND TOURISM JAN
2024

462. 462
57.0%
49.7%
46.7%
41.6%
38.2%
37.4%
34.7%
31.0%
30.7%
30.1%
29.6%
28.6%
28.2%
27.8%
27.3%
27.3%
27.2%
25.9%
24.6%
23.8%
22.6%
20.7%
20.6%
20.3%
20.1%
18.7%
17.8%
17.8%
17.0%
15.9%
15.8%
14.4%
14.3%
13.1%
12.3%
12.0%
11.9%
11.4%
10.8%
10.3%
10.2%
8.9%
8.0%
8.0%
7.7%
7.6%
7.2%
7.0%
6.0%
4.0%
3.6%
3.5%
3.3%
3.2%
BRAZIL
MEXICO
CHILE
SOUTH AFRICA
CHINA
COLOMBIA
INDIA
EGYPT
ARGENTINA
KENYA
GHANA
WORLDWIDE
CANADA
AUSTRALIA
SAUDI ARABIA
U.A.E.
HONG KONG
PORTUGAL
SINGAPORE
U.S.A.
NEW ZEALAND
IRELAND
U.K.
ROMANIA
RUSSIA
POLAND
SPAIN
TAIWAN
MALAYSIA
VIETNAM
INDONESIA
CROATIA
SWEDEN
FRANCE
TURKEY
ISRAEL
NORWAY
PHILIPPINES
NIGERIA
SWITZERLAND
AUSTRIA
GERMANY
CZECHIA
NETHERLANDS
SOUTH KOREA
GREECE
BELGIUM
THAILAND
ITALY
JAPAN
BULGARIA
DENMARK
HUNGARY
MOROCCO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: IN THIS CONTEXT, “ONLINE MOBILITY SERVICES” INCLUDE APPS,
WEBSITES, AND SOFTWARE THAT ENABLE USERS TO BOOK TAXIS, RIDE-HAILING, OR RIDE-SHARE SERVICES, OR TO RENT BIKES OR SCOOTERS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE MOBILITY SERVICES EACH MONTH
USE OF ONLINE MOBILITY SERVICES JAN
2024 DATAREPORTAL

463. 463
29.6%
33.7%
30.7%
27.0%
19.3%
27.0%
31.2%
30.5%
26.6%
19.7%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: IN THIS CONTEXT, “ONLINE MOBILITY SERVICES” INCLUDE APPS,
WEBSITES, AND SOFTWARE THAT ENABLE USERS TO BOOK TAXIS, RIDE-HAILING, OR RIDE-SHARE SERVICES, OR TO RENT BIKES OR SCOOTERS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE ONLINE MOBILITY SERVICES EACH MONTH
USE OF ONLINE MOBILITY SERVICES JAN
2024

464. 464
1.69+3.7%$154.0 +15.8%$91.27
BILLION +60 MILLION BILLION +$21 BILLION YOY: +951%
NUMBER OF PEOPLE
USING ONLINE RIDE-
HAILING SERVICES
YEAR-ON-YEAR CHANGE IN
THE NUMBER OF ONLINE
RIDE-HAILING SERVICE USERS
TOTAL ANNUAL VALUE OF
ONLINE RIDE-HAILING
BOOKINGS (USD, 2023 )
YEAR-ON-YEAR CHANGE IN
MARKET VALUE: ONLINE RIDE-
HAILING BOOKINGS
AVERAGE ANNUAL VALUE PER
USER: ONLINE RIDE-HAILING
BOOKINGS (USD, 2023 )
SOURCE: STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM . NOTES: IN THIS CONTEXT, “RIDE-HAILING” ENCOMPASSES ON-DEMAND TRANSPORTATION FACILITATED VIA MOBILE APPS AND ONLINE
PLATFORMS. VALUES INCLUDE THE BOOKING OF RIDES IN PRIVATE VEHICLES (E.G. UBER, LYFT, GRAB) AND TRADITIONAL TAXI SERVICES. ONLY INCLUDES BOOKINGS THAT ARE MADE VIA ONLINE SERVICES.
FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 . VALUES ARE IN U.S. DOLLARS. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW HEADLINES FOR THE ADOPTION AND USE OF ONLINE RIDE-HAILING SERVICES
ONLINE RIDE-HAILING OVERVIEW JAN
2024

465. 465
$540.00
$351.70
$337.30
$318.80
$272.40
$253.20
$238.00
$235.60
$220.40
$183.20
$160.80
$158.20
$154.20
$145.10
$133.20
$131.10
$129.70
$127.50
$127.30
$112.60
$111.50
$107.30
$93.62
$91.27
$75.67
$72.63
$70.83
$66.14
$60.49
$57.09
$56.30
$55.32
$53.04
$52.89
$51.79
$51.73
$48.99
$45.43
$42.83
$38.28
$35.98
$31.17
$30.07
$29.71
$26.74
$26.17
$22.75
$17.01
$11.32
$8.38
$6.97
$6.39
$1.04
U.S.A.
SINGAPORE
SWITZERLAND
NETHERLANDS
DENMARK
U.K.
AUSTRALIA
IRELAND
NORWAY
ISRAEL
GERMANY
FRANCE
CANADA
SWEDEN
TAIWAN
BELGIUM
NEW ZEALAND
RUSSIA
HONG KONG
CHINA
SOUTH KOREA
AUSTRIA
THAILAND
WORLDWIDE
CZECHIA
SAUDI ARABIA
JAPAN
SPAIN
VIETNAM
MEXICO
ROMANIA
GREECE
ITALY
ARGENTINA
PORTUGAL
U.A.E.
MALAYSIA
PHILIPPINES
CHILE
INDONESIA
HUNGARY
TURKEY
BRAZIL
CROATIA
SOUTH AFRICA
INDIA
POLAND
MOROCCO
COLOMBIA
NIGERIA
EGYPT
KENYA
GHANA
SOURCE: STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM . NOTES: IN THIS CONTEXT, “RIDE-HAILING” ENCOMPASSES ON-DEMAND TRANSPORTATION FACILITATED VIA MOBILE APPS AND ONLINE
PLATFORMS. VALUES INCLUDE THE BOOKING OF RIDES IN PRIVATE VEHICLES (E.G. UBER, LYFT, GRAB) AND TRADITIONAL TAXI SERVICES. ONLY INCLUDES BOOKINGS THAT ARE MADE VIA ONLINE SERVICES.
FIGURES REPRESENT ESTIMATES OF THE AVERAGE ANNUAL SPEND FOR USERS OF ONLINE RIDE-HAILING SERVICES FOR FULL-YEAR 2023 . VALUES ARE IN U.S. DOLLARS. COMPARABILITY: BASE AND CATEGORY
DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 REVENUE PER USER OF ONLINE RIDE-HAILING SERVICES (U.S. DOLLARS)ONLINE RIDE-HAILING ARPU JAN
2024 DATAREPORTAL

466. 466
30.4%
28.9%
27.5%
26.6%
26.4%
26.2%
25.9%
25.8%
25.6%
25.3%
25.0%
24.6%
24.6%
24.5%
24.3%
24.0%
24.0%
23.3%
23.0%
22.8%
22.6%
22.3%
22.3%
22.1%
21.9%
21.5%
21.4%
21.3%
20.8%
20.7%
20.6%
20.6%
20.5%
20.5%
20.3%
20.0%
20.0%
19.9%
19.9%
19.9%
19.2%
19.2%
19.1%
18.8%
18.8%
18.4%
18.3%
17.8%
17.0%
16.6%
15.9%
14.7%
12.8%
11.5%
U.A.E.
BRAZIL
SOUTH AFRICA
GHANA
SWEDEN
GREECE
CROATIA
INDIA
AUSTRIA
COLOMBIA
SWITZERLAND
GERMANY
MEXICO
IRELAND
PORTUGAL
MALAYSIA
SAUDI ARABIA
VIETNAM
CHINA
NEW ZEALAND
U.S.A.
WORLDWIDE
POLAND
CHILE
CANADA
DENMARK
TURKEY
NIGERIA
PHILIPPINES
ISRAEL
ITALY
NORWAY
SINGAPORE
SPAIN
ARGENTINA
AUSTRALIA
SOUTH KOREA
TAIWAN
THAILAND
U.K.
EGYPT
ROMANIA
HONG KONG
BULGARIA
MOROCCO
NETHERLANDS
KENYA
CZECHIA
INDONESIA
HUNGARY
BELGIUM
FRANCE
JAPAN
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES INCLUDE PEOPLE WHO USE FREE ONLINE SERVICES AND
APPS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE HEALTH AND FITNESS WEBSITES AND MOBILE APPS EACH MONTH
USE OF ONLINE HEALTH AND FITNESS SERVICES JAN
2024

467. 467
21.9%
26.1%
26.7%
25.1%
21.7%
19.6%
20.9%
21.6%
20.3%
17.4%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: FIGURES INCLUDE PEOPLE WHO USE FREE ONLINE SERVICES AND
APPS. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE HEALTH AND FITNESS WEBSITES AND MOBILE APPS EACH MONTH
USE OF ONLINE HEALTH AND FITNESS SERVICES JAN
2024

468. 468
1.98+11.2%$63.25+14.9%$32.02
BILLION +200 MILLION BILLION +$8.2 BILLION YOY: +3.4%
NUMBER OF PEOPLE
USING DIGITAL HEALTH
TREATMENT & CARE
YEAR-ON-YEAR CHANGE
IN USERS OF DIGITAL
TREATMENT & CARE
TOTAL ANNUAL VALUE OF
THE DIGITAL TREATMENT &
CARE MARKET (USD, 2023 )
YEAR-ON-YEAR CHANGE
IN MARKET VALUE: DIGITAL
TREATMENT & CARE MARKET
AVERAGE ANNUAL VALUE PER
USER: DIGITAL TREATMENT &
CARE (USD, 2023 )
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: INCLUDES DIGITAL TOOLS THAT ARE USED TO DIAGNOSE, TREAT, AND MANAGE MEDICAL CONDITIONS, INCLUDING BIOMETRIC
SENSORS AND DIGITAL CARE MANAGEMENT. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS TO
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.GLOBAL OVERVIEW HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE TREATMENTS AND CARE
DIGITAL HEALTH TREATMENT & CARE OVERVIEW JAN
2024

469. 469
$130.83
$113.90
$104.20
$95.54
$86.92
$82.94
$81.77
$75.18
$74.60
$72.53
$72.14
$71.92
$71.23
$69.92
$69.57
$69.11
$63.40
$63.14
$60.39
$60.03
$55.45
$54.19
$54.04
$50.30
$49.71
$43.20
$40.53
$40.26
$36.48
$34.50
$34.19
$32.02
$32.01
$30.81
$25.81
$24.01
$22.52
$21.88
$21.08
$19.77
$19.19
$18.72
$17.78
$17.48
$16.79
$14.27
$13.56
$8.55
$8.03
$7.85
$7.62
$5.32
$4.25
SWITZERLAND
U.S.A.
AUSTRIA
CANADA
GREECE
SINGAPORE
CROATIA
ISRAEL
CZECHIA
AUSTRALIA
ITALY
GERMANY
IRELAND
FRANCE
NORWAY
DENMARK
BELGIUM
U.A.E.
NETHERLANDS
JAPAN
PORTUGAL
SOUTH KOREA
NEW ZEALAND
POLAND
U.K.
TAIWAN
SWEDEN
SPAIN
SAUDI ARABIA
RUSSIA
HUNGARY
WORLDWIDE
THAILAND
BRAZIL
HONG KONG
MEXICO
ARGENTINA
CHILE
VIETNAM
SOUTH AFRICA
TURKEY
MALAYSIA
CHINA
MOROCCO
INDONESIA
EGYPT
KENYA
GHANA
COLOMBIA
PHILIPPINES
ROMANIA
NIGERIA
INDIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: INCLUDES DIGITAL TOOLS THAT ARE USED TO DIAGNOSE, TREAT, AND MANAGE MEDICAL CONDITIONS, INCLUDING BIOMETRIC
SENSORS AND DIGITAL CARE MANAGEMENT. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR. FIGURES REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF E-HEALTH DEVICES
AND SERVICES FOR FULL-YEAR 2023 IN U.S. DOLLARS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 REVENUE PER USER OF DIGITALLY ENABLED HEALTHCARE TREATMENTS AND CARE (U.S. DOLLARS)DIGITAL HEALTH TREATMENT & CARE ARPU JAN
2024

470. 470
110.0+10.0%$23.75+14.2% $214
MILLION +10 MILLION BILLION +$3.0 BILLION YOY: +4.9%
NUMBER OF PEOPLE
USING ONLINE DOCTOR
CONSULTATION SERVICES
YEAR-ON-YEAR CHANGE IN
USERS OF ONLINE DOCTOR
CONSULTATION SERVICES
TOTAL ANNUAL VALUE
OF ONLINE DOCTOR
CONSULTATIONS (USD, 2023 )
YEAR-ON-YEAR CHANGE
IN MARKET VALUE: ONLINE
DOCTOR CONSULTATIONS
AVERAGE ANNUAL VALUE
PER USER: ONLINE DOCTOR
CONSULTATIONS (USD, 2023 )
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: INCLUDES TELEMEDICINE AND OTHER DIGITAL TOOLS THAT ENABLE PATIENTS TO CONSULT WITH DOCTORS REMOTELY. FIGURES
REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE
RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.GLOBAL OVERVIEW HEADLINES FOR THE ADOPTION AND USE OF ONLINE DOCTOR CONSULTATION SERVICES
ONLINE DOCTOR CONSULTATIONS OVERVIEW JAN
2024

471. 471
$669.30
$634.00
$530.10
$519.60
$416.60
$380.10
$366.00
$353.40
$353.20
$337.80
$332.70
$326.90
$287.10
$280.90
$275.10
$274.20
$264.90
$260.60
$259.00
$257.60
$232.10
$229.50
$223.60
$220.30
$215.50
$215.40
$213.80
$204.80
$177.20
$148.60
$148.10
$147.20
$146.30
$134.40
$128.50
$118.40
$115.00
$108.10
$83.17
$67.98
$65.02
$62.81
$59.97
$50.21
$48.88
$46.57
$40.01
$33.02
$19.79
$12.03
$11.05
SWITZERLAND
SINGAPORE
U.S.A.
AUSTRALIA
ISRAEL
AUSTRIA
CANADA
GERMANY
SOUTH KOREA
NORWAY
U.K.
BELGIUM
FRANCE
U.A.E.
NEW ZEALAND
DENMARK
JAPAN
ROMANIA
SWEDEN
PORTUGAL
BRAZIL
ITALY
IRELAND
SPAIN
GREECE
NETHERLANDS
WORLDWIDE
POLAND
HONG KONG
MALAYSIA
TURKEY
CROATIA
RUSSIA
CZECHIA
MEXICO
HUNGARY
SAUDI ARABIA
ARGENTINA
CHILE
INDIA
THAILAND
MOROCCO
GHANA
PHILIPPINES
VIETNAM
EGYPT
INDONESIA
SOUTH AFRICA
KENYA
NIGERIA
COLOMBIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: INCLUDES TELEMEDICINE AND OTHER DIGITAL TOOLS THAT ENABLE PATIENTS TO CONSULT WITH DOCTORS REMOTELY. FIGURES
REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF ONLINE DOCTOR CONSULTATION SERVICES FOR FULL-YEAR 2023 IN U.S. DOLLARS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 REVENUE PER USER OF ONLINE DOCTOR CONSULTATION SERVICES (U.S. DOLLARS)ONLINE DOCTOR CONSULTATIONS ARPU JAN
2024

472. 472
1.06+10.4%$83.25+14.8%$78.56
BILLION +100 MILLION BILLION +$11 BILLION YOY: +3.9%
NUMBER OF PEOPLE USING
DIGITAL FITNESS & WELL-
BEING DEVICES AND SERVICES
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF DIGITAL
FITNESS & WELL-BEING USERS
TOTAL ANNUAL VALUE OF
THE DIGITAL FITNESS & WELL-
BEING MARKET (USD, 2023 )
YEAR-ON-YEAR CHANGE
IN MARKET VALUE: DIGITAL
FITNESS & WELL-BEING MARKET
AVERAGE ANNUAL VALUE
PER USER: DIGITAL FITNESS &
WELL-BEING (USD, 2023 )
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK
ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS,
PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS TO EQUIVALENT
VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE.GLOBAL OVERVIEW HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES
DIGITAL FITNESS & WELL-BEING OVERVIEW JAN
2024

473. 473
$137.40
$134.40
$133.20
$115.50
$107.80
$100.40
$97.31
$96.10
$95.44
$93.39
$90.17
$87.17
$85.28
$83.82
$80.00
$79.64
$78.63
$78.60
$78.56
$78.41
$77.50
$76.38
$74.54
$67.74
$66.93
$64.71
$63.43
$63.03
$61.51
$60.52
$60.27
$59.52
$58.76
$56.81
$56.55
$52.74
$50.65
$48.12
$46.27
$45.09
$44.32
$44.00
$43.67
$43.27
$41.97
$41.71
$41.17
$39.69
$39.37
$37.96
$36.69
$28.96
$24.89
KENYA
NEW ZEALAND
U.S.A.
SWITZERLAND
SOUTH KOREA
NORWAY
CHINA
NETHERLANDS
SINGAPORE
DENMARK
BELGIUM
CZECHIA
AUSTRALIA
SPAIN
U.K.
U.A.E.
POLAND
CANADA
WORLDWIDE
JAPAN
FRANCE
EGYPT
ITALY
AUSTRIA
ISRAEL
HONG KONG
IRELAND
SAUDI ARABIA
SWEDEN
GERMANY
COLOMBIA
PORTUGAL
ARGENTINA
SOUTH AFRICA
INDIA
MEXICO
NIGERIA
CROATIA
HUNGARY
TURKEY
CHILE
GHANA
VIETNAM
THAILAND
GREECE
RUSSIA
MALAYSIA
TAIWAN
ROMANIA
BRAZIL
MOROCCO
PHILIPPINES
INDONESIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK
ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS,
PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF DIGITAL FITNESS AND
WELL-BEING DEVICES AND SERVICES FOR FULL-YEAR 2023 IN U.S. DOLLARS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 REVENUE PER USER OF DIGITAL FITNESS & WELLBEING DEVICES AND SERVICES (U.S. DOLLARS)DIGITAL FITNESS & WELL-BEING ARPU JAN
2024

474. 474
71.5% 71.1% 72.2% 72.1% 71.5%
68.1%
69.3%
67.7% 67.4%
-0.6% +1.5% -0.1% -0.8% [N/A] +1.8% -2.3% -0.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTES: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES
ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND
MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE
(I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES JAN
2024 CHANGE IN METHODOLOGY

475. 475
79.4% 78.9%
76.2%
75.6%
74.0%
73.4%
72.9%
72.8%
72.7%
72.1%
72.1%
72.1%
71.7%
71.2%
70.2%
70.2%
70.1%
70.0%
69.7%
69.4%
68.9%
67.7%
67.4%
67.4%
66.3%
65.8%
65.7%
65.7%
65.0%
64.7%
64.7%
64.6%
64.3%
64.0%
63.3%
62.6%
61.1%
60.7%
60.6%
60.0%
57.1%
56.6%
55.5%
54.7%
53.7%
52.7%
50.3%
49.5%
47.2%
44.4%
43.9%
43.6%
41.5%
35.7%
NORWAY
MEXICO
CHILE
SWEDEN
U.S.A.
BRAZIL
AUSTRALIA
IRELAND
INDIA
DENMARK
SOUTH AFRICA
VIETNAM
ARGENTINA
NETHERLANDS
GERMANY
KENYA
CANADA
CHINA
U.A.E.
SAUDI ARABIA
U.K.
AUSTRIA
WORLDWIDE
NEW ZEALAND
SINGAPORE
SWITZERLAND
INDONESIA
SPAIN
THAILAND
HONG KONG
NIGERIA
COLOMBIA
MALAYSIA
TURKEY
MOROCCO
PHILIPPINES
POLAND
TAIWAN
ITALY
FRANCE
ROMANIA
SOUTH KOREA
BELGIUM
EGYPT
ISRAEL
PORTUGAL
GREECE
HUNGARY
CZECHIA
GHANA
CROATIA
JAPAN
BULGARIA
RUSSIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE
ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES,
VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES JAN
2024

476. 476
69.4%
72.7%
67.7%
60.2%
52.4%
74.1% 73.5%
69.3%
61.0%
52.5%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE
ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES,
VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES JAN
2024

477. 477
30.1%
22.5%
18.0%
17.3%
15.6%
11.4%
10.3%
9.4%
9.1%
8.0%
8.0%
6.5%
6.3%
5.1%MOVIE OR TV STREAMING SERVICE
MUSIC STREAMING SERVICE
MUSIC DOWNLOAD
MOBILE APP
MOBILE GAME
STUDY PROGRAMS AND LEARNING MATERIALS
E-BOOK
IN-APP PURCHASES
NEWS SERVICE
PREMIUM WEB SERVICE
SOFTWARE PACKAGE
DIGITAL GIFTS
ONLINE MAGAZINE SUBSCRIPTION
DATING SERVICE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH TYPE OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES JAN
2024

478. 478
MOVIE OR TV STREAMING 27.1%
MUSIC STREAMING 25.2%
MUSIC DOWNLOAD 22.1%
MOBILE GAME 20.1%
MOBILE APP 18.5%
EDUCATIONAL CONTENT 14.6%
E-BOOK 11.4%
IN-APP PURCHASES 10.8%
SOFTWARE PACKAGE 8.5%
NEWS SERVICE 8.1%
MOVIE OR TV STREAMING 32.0%
MUSIC STREAMING 22.5%
MOBILE APP 18.1%
MUSIC DOWNLOAD 18.0%
MOBILE GAME 15.3%
EDUCATIONAL CONTENT 11.4%
E-BOOK 10.5%
NEWS SERVICE 10.0%
IN-APP PURCHASES 9.7%
PREMIUM WEB SERVICE 8.5%
MOVIE OR TV STREAMING 26.9%
MUSIC STREAMING 13.8%
MOBILE APP 10.2%
MUSIC DOWNLOAD 9.5%
NEWS SERVICE 7.3%
E-BOOK 7.0%
EDUCATIONAL CONTENT 6.7%
MOBILE GAME 6.6%
IN-APP PURCHASES 5.2%
PREMIUM WEB SERVICE 5.1%
MOVIE OR TV STREAMING 32.3%
MUSIC STREAMING 26.6%
MUSIC DOWNLOAD 21.4%
MOBILE APP 20.4%
MOBILE GAME 19.1%
EDUCATIONAL CONTENT 12.5%
E-BOOK 11.7%
IN-APP PURCHASES 10.9%
NEWS SERVICE 10.3%
SOFTWARE PACKAGE 9.5%
MOVIE OR TV STREAMING 30.4%
MUSIC STREAMING 18.4%
MOBILE APP 14.2%
MUSIC DOWNLOAD 13.1%
MOBILE GAME 10.5%
NEWS SERVICE 8.8%
EDUCATIONAL CONTENT 8.8%
E-BOOK 8.7%
IN-APP PURCHASES 7.6%
PREMIUM WEB SERVICE 7.4%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP WHO PAY FOR EACH TYPE OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES JAN
2024

479. 479
$498.6$249.6$159.9$52.78$36.31
BILLION BILLION BILLION BILLION BILLION
+13.3% (+$59 BILLION) +11.8% (+$26 BILLION) +19.3% (+$26 BILLION) +5.3% (+$2.6 BILLION) +11.7% (+$3.8 BILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2023 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES
FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED
CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
FULL-YEAR 2023 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS)DIGITAL MEDIA SPEND JAN
2024

480. 480
$176.40$204.40$56.56$37.67 $27.19
+6.8% (+$11.20) +1.9% (+$3.80) +12.4% (+$6.23) +0.3% (+$0.10) +4.4% (+$1.14) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR PER SHOPPER, PER YEAR
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR AVERAGE FULL-YEAR ONLINE SPEND (IN U.S. DOLLARS) PER ONLINE PURCHASER OF EACH
MEDIA TYPE IN 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE
PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. ADVISORY: FIGURES FOR INDIVIDUAL FORMATS MAY EXCEED THE VALUE FOR “TOTAL” DUE TO THE DIFFERENT NUMBER OF
SHOPPERS IN EACH CATEGORY. COMPARABILITY: ACROSS EACH FORMAT. BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 SPEND (IN U.S. DOLLARS) PER ONLINE PURCHASER OF DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADSDIGITAL MEDIA: ANNUAL ARPU JAN
2024

481. 481
$851.40
$702.60
$563.50
$466.90
$441.90
$403.20
$400.10
$382.30
$365.20
$360.00
$355.80
$322.80
$320.10
$315.70
$292.60
$268.70
$261.30
$254.50
$245.40
$212.30
$202.80
$176.40
$163.50
$156.80
$150.30
$120.90
$115.20
$113.30
$112.80
$107.90
$103.70
$82.68
$82.64
$65.14
$61.88
$61.77
$60.01
$59.78
$59.52
$53.22
$52.53
$52.05
$49.01
$48.07
$45.17
$43.62
$42.38
$38.74
$35.43
$29.76
$23.32
$20.95
$14.82
U.S.A.
JAPAN
SOUTH KOREA
U.K.
SWITZERLAND
AUSTRIA
AUSTRALIA
CANADA
DENMARK
SWEDEN
NORWAY
GERMANY
TAIWAN
SINGAPORE
FRANCE
NEW ZEALAND NETHERLANDS
IRELAND
BELGIUM
ISRAEL
CHINA
WORLDWIDE
HONG KONG
ITALY
SPAIN
U.A.E.
CZECHIA
GREECE
POLAND
CHILE
SAUDI ARABIA
THAILAND
PORTUGAL
NIGERIA
HUNGARY
CROATIA
COLOMBIA
TURKEY
ARGENTINA
MALAYSIA
ROMANIA
SOUTH AFRICA
MEXICO
RUSSIA
BRAZIL
EGYPT
PHILIPPINES
MOROCCO
VIETNAM
INDONESIA
INDIA
GHANA
KENYA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES OF ANNUAL SPEND PER USER OF DIGITAL MEDIA DOWNLOADS AND SUBSCRIPTIONS FOR FULL-YEAR
2023 IN U.S. DOLLARS., AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE
PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2023 SPEND PER USER (IN U.S. DOLLARS) ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADSDIGITAL MEDIA ARPU JAN
2024 DATAREPORTAL

482. 482
49% 32% 9% 2% 8%
48% 31% 12% 4% 6% WORLDPAY DATA WORLDPAY DATA WORLDPAY DATA WORLDPAY DATA WORLDPAY DATA
PPRO DATA PPRO DATA PPRO DATA PPRO DATA PPRO DATA
DIGITAL
WALLETS
CREDIT AND
DEBIT CARDS
ACCOUNT TRANSFER
(A2A AND BANK TRANSFER)
CASH ON
DELIVERY
OTHER
METHODS SOURCES: PPRO, ?PAYMENTS AND ECOMMERCE REPORTS? (2023 EDITIONS); WORLDPAY, ?GLOBAL PAYMENTS REPORT 2023?. NOTES: VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. VALUES FOR
?PPRO DATA? HAVE BEEN CALCULATED BY AGGREGATING LOCAL COUNTRY VALUES. VALUES FOR ?CREDIT AND DEBIT CARDS? MAY INCLUDE PRE-PAID CARDS AND CHARGE & DEFERRED PAYMENT CARDS.
COMPARABILITY: DIFFERENT COMPANIES MAY USE DIFFERENT DEFINITIONS AND CLASSIFICATIONS FOR SEEMINGLY SIMILAR PAYMENT METHODS, SO VALUES MAY NOT BE DIRECTLY COMPARABLE. GLOBAL OVERVIEW EACH PAYMENT METHOD’S SHARE OF GLOBAL ECOMMERCE TRANSACTIONS
ECOMMERCE PAYMENT METHODS JAN
2024

483. 483
25.8% 25.5% 25.5%
25.1% 25.0%
22.9%
23.7% 23.6% 23.7%
-1.2% 0% -1.6% -0.4% [N/A] +3.5% -0.4% +0.4%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES JAN
2024 CHANGE IN METHODOLOGY

484. 484
44.2%
43.1%
40.7%
37.7%
35.2%
34.9%
34.1%
32.9%
31.3%
31.3%
31.0%
30.9%
29.2%
29.0%
28.1%
28.0%
27.3%
27.3%
26.9%
26.7%
25.6%
25.0%
24.9%
24.6%
24.0%
23.9%
23.7%
23.4%
23.4%
23.3%
22.7%
22.1%
20.7%
20.7%
19.8%
19.4%
19.3%
19.1%
18.8%
18.8%
18.5%
17.7%
17.2%
17.1%
16.9%
16.5%
16.1%
15.4%
14.8%
11.1%
11.0%
10.7%
8.3%
8.1%
HONG KONG
TAIWAN
IRELAND
DENMARK
SAUDI ARABIA
SINGAPORE
U.K.
AUSTRALIA
U.A.E.
U.S.A.
BRAZIL
THAILAND
INDIA
GERMANY
SOUTH KOREA
ISRAEL
HUNGARY
SWEDEN
SWITZERLAND
AUSTRIA
NEW ZEALAND
CZECHIA
NETHERLANDS
CANADA
MALAYSIA
PORTUGAL
WORLDWIDE
POLAND
ROMANIA
SPAIN
CHINA
GREECE
INDONESIA
PHILIPPINES
SOUTH AFRICA
VIETNAM
JAPAN
NORWAY
CROATIA
ITALY
CHILE
KENYA
MEXICO
FRANCE
ARGENTINA
COLOMBIA
BULGARIA
BELGIUM
RUSSIA
MOROCCO
TURKEY
EGYPT
GHANA
NIGERIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES JAN
2024

485. 485
22.3%
25.0%
24.3%
22.4%
18.8%
22.7%
24.6%
25.6% 25.5%
22.3%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES JAN
2024

486. 486
82.7%
79.1%
71.6%
69.7%
69.2%
68.4%
66.7%
66.7%
63.8%
62.1%
59.0%
58.5%
57.9%
57.2%
56.6%
56.5%
55.0%
51.4%
49.8%
48.4%
41.7%
40.4%
39.8%
38.5%
38.0%
37.4%
35.8%
32.6%
29.9%
28.9%
26.8%
25.4%
25.1%
24.5%
24.4%
24.3%
23.3%
23.2%
22.6%
17.8%
15.9%
13.2%
11.2%
10.0%
8.1%
7.9%
6.4%
5.6%
4.6%
2.8%
1.6%
1.6%
1.1%
0.9%
CANADA
ISRAEL
HONG KONG
JAPAN
SWITZERLAND
SOUTH KOREA
NORWAY
U.S.A.
TAIWAN
U.K.
AUSTRIA
DENMARK
ITALY
NEW ZEALAND
SPAIN
GERMANY
IRELAND
AUSTRALIA
BELGIUM
SWEDEN
SINGAPORE
BRAZIL
FRANCE
PORTUGAL
CHINA
NETHERLANDS
CROATIA
TURKEY
CZECHIA
ARGENTINA
U.A.E.
SAUDI ARABIA
RUSSIA
WORLDWIDE
POLAND
CHILE
BULGARIA
GREECE
THAILAND
ROMANIA
HUNGARY
COLOMBIA
MEXICO
SOUTH AFRICA
PHILIPPINES
MALAYSIA
KENYA
VIETNAM
INDIA
EGYPT
NIGERIA
INDONESIA
MOROCCO
GHANASOURCE: WORLD BANK, USING LATEST AVAILABLE DATA. GLOBAL OVERVIEW PERCENTAGE OF ADULTS AGED 15+ WHO OWN A CREDIT CARD
CREDIT CARD ADOPTION JAN
2024

487. 487
99.0% 98.3%
98.2%
97.8%
96.4%
96.2%
96.2%
95.9%
95.5%
95.5%
94.0%
93.5%
93.5%
89.1%
88.3%
88.1%
86.3%
85.5%
85.4%
84.0%
83.9%
83.3%
83.3%
83.0%
82.8%
82.3%
81.5%
79.0%
78.8%
75.8%
71.9%
71.3%
68.8%
67.5%
66.0%
65.3%
63.2%
58.9%
58.9%
54.9%
52.8%
52.7%
48.9%
35.3%
35.1%
34.6%
31.7%
30.6%
29.8%
28.9%
27.1%
22.4%
22.1%
17.4%
DENMARK
NETHERLANDS
SWEDEN
NORWAY
NEW ZEALAND
BELGIUM
CANADA
AUSTRALIA
AUSTRIA
U.K.
GERMANY
SINGAPORE
IRELAND
CZECHIA
JAPAN
HONG KONG
FRANCE
PORTUGAL
SWITZERLAND
SOUTH KOREA
POLAND
SPAIN
MALAYSIA
GREECE
U.S.A.
ITALY
TAIWAN
HUNGARY
CHILE
CHINA
SAUDI ARABIA
BULGARIA
U.A.E.
CROATIA
BRAZIL
RUSSIA
THAILAND
SOUTH AFRICA
TURKEY
ARGENTINA
WORLDWIDE
ROMANIA
VIETNAM
NIGERIA
INDONESIA
MEXICO
MOROCCO
ISRAEL
PHILIPPINES
COLOMBIA
INDIA
KENYA
EGYPT
GHANASOURCE: WORLD BANK, USING LATEST AVAILABLE DATA. GLOBAL OVERVIEW PERCENTAGE OF ADULTS AGED 15+ WHO OWN A DEBIT CARD
DEBIT CARD ADOPTION JAN
2024

488. DIGITAL MARKETING

489. 489
31.9%
30.9%
28.7%
28.5%
25.1%
23.3%
23.0%
22.8%
22.6%
21.7%
21.7%
21.3%
18.5%
17.1%
16.9%SEARCH ENGINES
TV ADS
SOCIAL MEDIA ADS
WORD-OF-MOUTH
BRAND WEBSITES
TV SHOWS AND FILMS
SOCIAL MEDIA COMMENTS
ADS ON WEBSITES
RETAIL WEBSITES
CONSUMER REVIEW SITES
IN-STORE PROMOS
ADS IN MOBILE APPS
PRODUCT COMPARISON WEBSITES
ONLINE VIDEO PRE-ROLL ADS
PRODUCT SAMPLES OR TRIALS
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM
SOURCES OF BRAND DISCOVERY JAN
2024

490. 490
SOCIAL MEDIA ADS 30.9%
SEARCH ENGINES 27.5%
TV ADS 27.2%
WORD-OF-MOUTH 25.4%
SOCIAL MEDIA COMMENTS 24.0%
BRAND WEBSITES 23.7%
ADS IN MOBILE APPS 23.5%
TV SHOWS AND FILMS 23.3%
ADS ON WEBSITES 22.9%
RETAIL WEBSITES 21.0%
SEARCH ENGINES 32.9%
TV ADS 31.3%
SOCIAL MEDIA ADS 29.3%
WORD-OF-MOUTH 28.7%
BRAND WEBSITES 26.8%
RETAIL WEBSITES 23.7%
TV SHOWS AND FILMS 23.7%
SOCIAL MEDIA COMMENTS 23.6%
ADS ON WEBSITES 23.4%
CONSUMER REVIEW SITES 23.4%
TV ADS 38.7%
SEARCH ENGINES 37.8%
WORD-OF-MOUTH 35.5%
IN-STORE PROMOS 26.9%
BRAND WEBSITES 24.8%
RETAIL WEBSITES 23.7%
TV SHOWS AND FILMS 23.0%
SOCIAL MEDIA ADS 22.3%
CONSUMER REVIEW SITES 22.0%
ADS ON WEBSITES 20.8%
SOCIAL MEDIA ADS 29.8%
SEARCH ENGINES 29.4%
TV ADS 28.0%
WORD-OF-MOUTH 25.5%
BRAND WEBSITES 24.8%
SOCIAL MEDIA COMMENTS 24.7%
TV SHOWS AND FILMS 23.5%
ADS ON WEBSITES 23.0%
ADS IN MOBILE APPS 22.5%
RETAIL WEBSITES 21.9%
SEARCH ENGINES 36.2%
TV ADS 34.5%
WORD-OF-MOUTH 32.6%
SOCIAL MEDIA ADS 27.4%
BRAND WEBSITES 25.8%
IN-STORE PROMOS 24.8%
RETAIL WEBSITES 23.8%
CONSUMER REVIEW SITES 23.4%
ADS ON WEBSITES 23.1%
TV SHOWS AND FILMS 22.7%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM
SOURCES OF BRAND DISCOVERY JAN
2024

491. PARTNER CONTENT

492. PARTNER CONTENT

493. 493
31.7% 31.3% 31.3% 31.1%
30.6% 31.0% 31.4% 31.2%
31.9%
-1.3% 0% -0.6% -1.6% [N/A] +1.3% -0.6% +2.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA SEARCH ENGINES
BRAND DISCOVERY: SEARCH ENGINES JAN
2024 CHANGE IN METHODOLOGY

494. 494
31.1% 31.0% 31.4%
30.8%
30.2% 30.4% 30.6% 30.5% 30.9%
-0.3% +1.3% -1.9% -1.9% [N/A] +0.7% -0.3% +1.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA ADS ON TV
BRAND DISCOVERY: ADS ON TV JAN
2024 CHANGE IN METHODOLOGY

495. 495
27.6% 27.8% 27.6%
27.0% 26.6% 26.8%
27.7%
28.7% 28.7%
+0.7% -0.7% -2.2% -1.5% +0.8% +3.4% +3.6% 0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA ADS ON SOCIAL MEDIA
BRAND DISCOVERY: ADS ON SOCIAL MEDIA JAN
2024 CHANGE IN METHODOLOGY

496. 496
28.1% 28.5% 28.6%
27.9%
27.4% 27.2% 27.6% 27.8%
28.5%
+1.4% +0.4% -2.4% -1.8% [N/A] +1.5% +0.7% +2.5%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA WORD-OF-MOUTH
BRAND DISCOVERY: WORD OF MOUTH JAN
2024 CHANGE IN METHODOLOGY

497. 497
25.9% 25.7% 25.8%
25.1%
24.7% 24.6%
25.0% 24.8% 25.1%
-0.8% +0.4% -2.7% -1.6% [N/A] +1.6% -0.8% +1.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA BRAND AND PRODUCT WEBSITES
BRAND DISCOVERY: BRAND WEBSITES JAN
2024 CHANGE IN METHODOLOGY

498. 498
53.0% 52.4%
51.6% 51.0% 50.8% 50.5% 50.7% 51.1% 51.2%
-1.1% -1.5% -1.2% -0.4% [N/A] +0.4% +0.8% +0.2%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH JAN
2024 CHANGE IN METHODOLOGY

499. 499
71.2%
68.5%
65.4%
65.4%
64.9%
64.5%
64.4%
62.9%
62.0%
60.5%
60.5%
60.3%
60.0%
59.7%
59.5%
58.7%
57.6%
57.4%
57.1%
56.8%
56.3%
56.1%
56.0%
55.7%
55.0%
54.7%
53.8%
53.8%
53.7%
53.6%
53.4%
53.0%
52.7%
52.5%
52.3%
51.7%
51.7%
51.2%
51.0%
50.8%
50.8%
50.2%
49.8%
49.6%
49.3%
49.1%
47.6%
47.2%
46.2%
44.3%
41.7%
40.1%
35.6%
33.9%
BRAZIL
INDONESIA
CROATIA
TURKEY
GREECE
PHILIPPINES
PORTUGAL
MALAYSIA
SOUTH AFRICA
ARGENTINA
ROMANIA
ISRAEL
SOUTH KOREA
CHILE
NEW ZEALAND
IRELAND
AUSTRIA
MEXICO
COLOMBIA
GERMANY
SPAIN
ITALY
SWEDEN
U.K.
CANADA
AUSTRALIA
BULGARIA
TAIWAN
SWITZERLAND
U.S.A.
U.A.E.
POLAND
NETHERLANDS
CZECHIA
RUSSIA
HUNGARY
NORWAY
WORLDWIDE
SAUDI ARABIA
BELGIUM
THAILAND
HONG KONG
JAPAN
INDIA
SINGAPORE
FRANCE
VIETNAM
KENYA
EGYPT
DENMARK
CHINA
MOROCCO
GHANA
NIGERIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH JAN
2024

500. 500
51.4% 51.5%
53.9% 53.1% 53.1%
44.6%
47.7%
52.4%
54.5% 54.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH JAN
2024

501. 501
50.3%
46.0%
37.2%
33.3%
28.0%
26.8%
22.0%
19.4%
18.6%
17.9%
15.9%
14.6%
13.5%
12.9%
12.4%SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
PRODUCT & BRAND WEBSITES
MOBILE APPS
PRICE COMPARISON SITES
VIDEO SITES
DISCOUNT VOUCHER SITES
Q&A SITES
BRAND & PRODUCT BLOGS
SPECIALIST REVIEW SITES
MESSENGER SERVICES
FORUMS & MESSAGE BOARDS
MICRO-BLOGS
VLOGS
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
MAIN CHANNELS FOR ONLINE BRAND RESEARCH JAN
2024

502. 502
SOCIAL NETWORKS 51.0%
SEARCH ENGINES 45.0%
CONSUMER REVIEWS 34.0%
MOBILE APPS 31.9%
PRODUCT & BRAND WEBSITES28.8%
VIDEO SITES 25.3%
PRICE COMPARISON SITES 21.7%
Q&A SITES 19.8%
DISCOUNT VOUCHER SITES 19.6%
BRAND & PRODUCT BLOGS 18.9%
SEARCH ENGINES 51.3%
SOCIAL NETWORKS 46.6%
CONSUMER REVIEWS 38.7%
PRODUCT & BRAND WEBSITES35.5%
PRICE COMPARISON SITES 28.7%
MOBILE APPS 27.9%
VIDEO SITES 22.2%
DISCOUNT VOUCHER SITES 20.4%
Q&A SITES 19.1%
BRAND & PRODUCT BLOGS 18.9%
SEARCH ENGINES 56.8%
CONSUMER REVIEWS 40.1%
PRODUCT & BRAND WEBSITES37.2%
SOCIAL NETWORKS 32.5%
PRICE COMPARISON SITES 30.7%
MOBILE APPS 19.5%
SPECIALIST REVIEW SITES18.0%
DISCOUNT VOUCHER SITES 16.1%
Q&A SITES 15.8%
VIDEO SITES 14.7%
SOCIAL NETWORKS 50.4%
SEARCH ENGINES 48.0%
CONSUMER REVIEWS 36.2%
PRODUCT & BRAND WEBSITES31.5%
MOBILE APPS 30.6%
PRICE COMPARISON SITES 26.0%
VIDEO SITES 24.3%
DISCOUNT VOUCHER SITES 20.6%
BRAND & PRODUCT BLOGS 19.9%
Q&A SITES 19.3%
SEARCH ENGINES 55.5%
SOCIAL NETWORKS 40.5%
CONSUMER REVIEWS 39.2%
PRODUCT & BRAND WEBSITES36.4%
PRICE COMPARISON SITES 29.9%
MOBILE APPS 24.6%
VIDEO SITES 18.6%
DISCOUNT VOUCHER SITES 18.3%
Q&A SITES 17.4%
SPECIALIST REVIEW SITES17.2%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
MAIN CHANNELS FOR ONLINE BRAND RESEARCH JAN
2024

503. 503
44.3%
24.9%
23.4%
20.6%
19.2%
16.8%
16.7%
15.8%
15.5%
14.7%
14.7%
13.0%
12.3%
12.3%
12.0%VISITED A BRAND’S WEBSITE
WATCHED A VIDEO MADE BY A BRAND
FOLLOWED A BRAND ON A SOCIAL NETWORK
VISITED A BRAND’S SOCIAL NETWORK PAGE
READ AN EMAIL OR NEWSLETTER FROM A BRAND
USED A SOCIAL MEDIA “SHARE” BUTTON ON A WEBSITE
DOWNLOADED OR USED A BRANDED APP
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
CLICKED ON A PROMOTED POST ON A SOCIAL NETWORK
CLICKED ON AN ONLINE AD ON A WEBSITE
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
ASKED A QUESTION TO A BRAND ON A SOCIAL NETWORK
PLAYED A BRANDED GAME
STOPPED FOLLOWING A BRAND ON A SOCIAL NETWORK
UPLOADED CONTENT TO A BRAND’S SOCIAL MEDIA PAGE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGED IN EACH ACTION IN THE PAST MONTH
ONLINE BRAND INTERACTIONS JAN
2024

504. 504
VISITED A BRAND’S WEBSITE44.8%
WATCHED A VIDEO
MADE BY A BRAND
25.8%
FOLLOWED A BRAND ON
A SOCIAL NETWORK
24.0%
DOWNLOADED OR
USED A BRANDED APP
20.6%
VISITED A BRAND’S SOCIAL
NETWORK PAGE
20.2%
READ AN EMAIL OR NEWS-
LETTER FROM A BRAND
17.0%
USED A SOCIAL “SHARE”
BUTTON ON A WEBSITE
16.7%
PLAYED A BRANDED GAME 16.2%
CLICKED ON A PROMOTED
POST ON SOCIAL MEDIA
15.7%
USED A QR CODE PROVIDED
BY A COMPANY OR BRAND
14.9%
VISITED A BRAND’S WEBSITE44.3%
WATCHED A VIDEO MADE BY A BRAND
25.8%
FOLLOWED A BRAND ON A SOCIAL NETWORK
24.5%
VISITED A BRAND’S SOCIAL NETWORK PAGE
22.6%
READ AN EMAIL OR NEWS- LETTER FROM A BRAND
19.2%
USED A SOCIAL “SHARE” BUTTON ON A WEBSITE
17.4%
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
16.9%
CLICKED ON A PROMOTED POST ON SOCIAL MEDIA
16.8%
DOWNLOADED OR USED A BRANDED APP
16.7%
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
15.4%
VISITED A BRAND’S WEBSITE45.3%
READ AN EMAIL OR NEWS- LETTER FROM A BRAND
24.1%
WATCHED A VIDEO MADE BY A BRAND
21.7%
FOLLOWED A BRAND ON A SOCIAL NETWORK
17.9%
VISITED A BRAND’S SOCIAL NETWORK PAGE
16.2%
CLICKED ON AN AD ON A WEBSITE
14.6%
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
14.0%
USED A SOCIAL “SHARE” BUTTON ON A WEBSITE
13.4%
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
13.3%
CLICKED ON A PROMOTED POST ON SOCIAL MEDIA
11.5%
VISITED A BRAND’S WEBSITE43.5%
WATCHED A VIDEO MADE BY A BRAND
25.7%
FOLLOWED A BRAND ON A SOCIAL NETWORK
25.4%
VISITED A BRAND’S SOCIAL NETWORK PAGE
22.0%
USED A SOCIAL “SHARE” BUTTON ON A WEBSITE
18.1%
READ AN EMAIL OR NEWS- LETTER FROM A BRAND
17.9%
DOWNLOADED OR USED A BRANDED APP
17.8%
CLICKED ON A PROMOTED POST ON SOCIAL MEDIA
16.9%
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
16.4%
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
15.8%
VISITED A BRAND’S WEBSITE44.0%
WATCHED A VIDEO MADE BY A BRAND
23.4%
FOLLOWED A BRAND ON A SOCIAL NETWORK
21.8%
READ AN EMAIL OR NEWS- LETTER FROM A BRAND
20.7%
VISITED A BRAND’S SOCIAL NETWORK PAGE
19.3%
USED A SOCIAL “SHARE” BUTTON ON A WEBSITE
16.2%
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
15.6%
CLICKED ON A PROMOTED POST ON SOCIAL MEDIA
14.2%
CLICKED ON AN AD ON A WEBSITE
14.1%
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
13.9%55 TO 64 YEARS OLD45 TO 54 YEARS OLD35 TO 44 YEARS OLD25 TO 34 YEARS OLD16 TO 24 YEARS OLD
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO ENGAGED IN EACH BRAND-RELATED ACTION IN THE PAST MONTH
ONLINE BRAND INTERACTIONS JAN
2024

505. 505
17.3%
17.0%
16.7%
17.5%
17.2%
14.5%
15.2% 15.0%
14.5%
-1.7% -1.8% +4.8% -1.7% [N/A] +4.8% -1.3% -3.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING JAN
2024 CHANGE IN METHODOLOGY

506. 506
23.3%
20.7%
19.6%
16.8%
16.4%
16.2%
15.8%
14.5%
13.6%
13.2%
12.9%
12.7%
12.6%
11.3%
10.6%
10.6%
10.5%
10.2%
10.2%
10.1%
9.9%
9.9%
9.6%
9.3%
9.3%
9.2%
8.3%
8.0%
8.0%
7.9%
7.8%
7.7%
7.2%
7.2%
7.2%
7.0%
6.3%
6.2%
6.2%
6.1%
5.9%
5.8%
5.8%
5.8%
5.6%
5.3%
5.1%
4.8%
4.8%
4.1%
3.8%
3.5%
3.4%
3.3%
INDIA
GHANA
CHINA
MOROCCO
THAILAND
NIGERIA
U.A.E.
WORLDWIDE
INDONESIA
VIETNAM
SOUTH AFRICA
POLAND
SAUDI ARABIA
EGYPT
BRAZIL
COLOMBIA
MALAYSIA
HONG KONG
MEXICO
U.S.A.
KENYA
SINGAPORE
PHILIPPINES
TAIWAN
TURKEY
CANADA
NORWAY
AUSTRALIA
U.K.
SPAIN
ARGENTINA
CHILE
BULGARIA
ITALY
SWEDEN
GERMANY
IRELAND
NETHERLANDS
PORTUGAL
FRANCE
GREECE
DENMARK
ISRAEL
NEW ZEALAND
ROMANIA
BELGIUM
AUSTRIA
HUNGARY
SWITZERLAND
RUSSIA
SOUTH KOREA
JAPAN
CROATIA
CZECHIA
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING JAN
2024 DATAREPORTAL

507. 507
14.4%
17.1%
15.5%
13.8%
10.2%
14.8%
16.0% 16.2%
11.8%
9.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING JAN
2024

508. 508
37.0%
36.2% 36.4% 35.9% 35.7%
32.6% 32.8% 32.8% 32.5%
-2.2% +0.6% -1.4% -0.6% [N/A] +0.6% 0% -0.9%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS JAN
2024 CHANGE IN METHODOLOGY

509. 509
40.6%
38.5%
38.1%
37.2%
37.0%
36.8%
36.3%
36.1%
36.0%
35.7%
35.3%
34.8%
34.4%
33.6%
33.6%
33.4%
33.1%
33.1%
32.8%
32.5%
32.5%
32.4%
32.4%
32.3%
31.8%
31.8%
31.8%
31.5%
31.0%
30.9%
30.6%
30.4%
30.0%
30.0%
29.3%
29.0%
28.1%
28.1%
28.0%
27.9%
27.8%
27.4%
27.1%
26.6%
26.5%
26.0%
25.0%
24.7%
24.0%
24.0%
22.0%
20.7%
19.3%
16.9%
INDONESIA
CHINA
VIETNAM
CROATIA
GREECE
TAIWAN
SOUTH AFRICA
ISRAEL
PORTUGAL
HUNGARY
HONG KONG
POLAND
SWEDEN
CANADA
SPAIN
SINGAPORE
GERMANY
MALAYSIA
TURKEY
WORLDWIDE
BRAZIL
AUSTRIA
NORWAY
BULGARIA
EGYPT
FRANCE
U.S.A.
AUSTRALIA
NEW ZEALAND NETHERLANDS
SWITZERLAND
RUSSIA
BELGIUM
INDIA
ROMANIA
KENYA
SAUDI ARABIA
U.K.
CZECHIA
ITALY
IRELAND
THAILAND
U.A.E.
DENMARK
ARGENTINA
NIGERIA
PHILIPPINES
COLOMBIA
CHILE
GHANA
MEXICO
SOUTH KOREA
MOROCCO
JAPAN
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS JAN
2024

510. 510
30.0%
31.8%
29.6%
25.1% 25.4%
36.1%
36.9% 36.5%
33.6%
31.8%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS JAN
2024

511. 511
62.9%
54.4%
40.4%
39.7%
37.5%
31.3%
25.6%THERE ARE TOO MANY ADS
ADS GET IN THE WAY
TO PROTECT MY PRIVACY
ADS AREN’T RELEVANT TO ME
TO STOP INAPPROPRIATE CONTENT BEING SHOWN
TO IMPROVE DEVICE PERFORMANCE
TO STOP COMPANIES COLLECTING DATA ABOUT ME
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGES REPRESENT THE SHARE OF INTERNET USERS AGED
16 TO 64 WHO SAY THAT THEY USE AN AD-BLOCKING TOOL FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES. COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PRIMARY REASONS FOR USING AD BLOCKERS AMONGST INTERNET USERS AGED 16 TO 64 WHO USE AD BLOCKERS AT LEAST SOME OF THE TIME
REASONS FOR USING AD BLOCKERS JAN
2024

512. 512
37.4%
36.7% 37.0% 37.0% 37.2%
33.7%
34.8% 35.0% 34.9%
-1.9% +0.8% 0% +0.5% [N/A] +3.3% +0.6% -0.3%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2021 2021 2022 2022 2022 2022 2023 2023 2023
SOURCE: GWI (Q3 2021 TO Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . NOTE: PERCENTAGE CHANGE VALUES SHOWN IN THE
WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON
DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES JAN
2024 CHANGE IN METHODOLOGY

513. 513
58.6%
56.9%
55.7%
53.7%
50.8%
49.8%
49.5%
49.5%
49.0%
48.4%
48.4%
48.1%
47.7%
46.7%
46.7%
45.9%
45.3%
44.3%
43.3%
43.1%
42.6%
42.2%
42.2%
42.1%
42.0%
41.3%
40.7%
40.4%
39.9%
39.1%
39.0%
38.3%
37.8%
37.5%
37.3%
37.1%
35.8%
35.6%
34.9%
34.5%
34.2%
33.9%
31.8%
31.1%
30.7%
30.6%
28.5%
28.3%
25.7%
23.7%
21.6%
19.9%
19.2%
16.4%
GREECE AUSTRIA
GERMANY
ITALY
FRANCE
DENMARK
NETHERLANDS
SWITZERLAND
IRELAND
SWEDEN
TURKEY
SPAIN
CROATIA
BRAZIL
PORTUGAL
BELGIUM
SOUTH AFRICA
U.K.
CANADA
U.S.A.
CZECHIA
KENYA
NORWAY
BULGARIA
THAILAND
AUSTRALIA
NEW ZEALAND
SINGAPORE
INDIA
HUNGARY
HONG KONG
MALAYSIA
PHILIPPINES
U.A.E.
COLOMBIA
TAIWAN
INDONESIA
POLAND
WORLDWIDE
MEXICO
ISRAEL
CHILE
ARGENTINA
GHANA
SAUDI ARABIA
ROMANIA
NIGERIA
VIETNAM
CHINA
EGYPT
RUSSIA
JAPAN
SOUTH KOREA
MOROCCO
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES JAN
2024

514. 514
35.0% 34.8%
33.4% 33.3%
35.9%
33.7%
35.1%
36.3% 35.8% 36.2%16 ? 24
YEARS OLD
25 ? 34
YEARS OLD
35 ? 44
YEARS OLD
45 ? 54
YEARS OLD
55 ? 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: GWI (Q3 2023). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM . COMPARABILITY: METHODOLOGY CHANGES. SEE NOTES ON DATA.GLOBAL OVERVIEW PERCENTAGE OF INTERNET USERS WHO DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES JAN
2024

515. 515
$1.03+7.3%$719.2+10.6%70.0%
TRILLION +$70 BILLION BILLION +$69 BILLION+3.1% (+209 BPS) TOTAL AD SPEND
(INCLUDING ONLINE
AND OFFLINE CHANNELS)
YEAR-ON-YEAR
CHANGE IN TOTAL AD
SPEND (ALL CHANNELS)
DIGITAL AD SPEND
(INCLUDING SEARCH
AND SOCIAL MEDIA)
YEAR-ON-YEAR
CHANGE IN
DIGITAL AD SPEND
DIGITAL AD SPEND
AS A PERCENTAGE
OF TOTAL AD SPEND
SOURCE: STATISTA MARKET OUTLOOKS. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR.
FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE
AND DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ADVISORY: THE DEFINITION OF “DIGITAL ADVERTISING” USED ON THIS CHART INCLUDES A BROADER VARIETY OF
CHANNELS AND ACTIVITIES THAN THE DEFINITION USED ON SOME OTHER CHARTS IN THIS REPORT, SO VALUES MAY NOT CORRELATE ACROSS CHARTS.GLOBAL OVERVIEW
TOTAL AD SPEND ACROSS ALL CHANNELS, WITH DETAIL FOR DIGITAL AD SPEND (U.S. DOLLARS, FULL-YEAR 2023 )ADVERTISING SPEND: TOTAL vs. DIGITAL JAN
2024

516. 516
$331.1 B
$395.2 B
$461.7 B
$600.8 B
$650.5 B
$719.2 B
+19.3% +16.8% +30.1% +8.3% +10.6%2018 2019 2020 2021 2022 2023
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. DOES NOT INCLUDE REVENUES ASSOCIATED WITH EMAIL MARKETING,
SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW DIGITAL ADVERTISING REVENUES OVER TIME (IN BILLIONS OF U.S. DOLLARS)
DIGITAL ADVERTISING SPEND JAN
2024

517. 517
49.1%
53.7%
60.3%
66.1%
67.9%
70.0%
+9.4% +12.3% +9.6% +2.8% +3.1%2018 2019 2020 2021 2022 2023
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. DOES NOT INCLUDE REVENUES ASSOCIATED WITH EMAIL MARKETING,
SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING
VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW DIGITAL ADVERTISING REVENUES COMPARED WITH TOTAL ADVERTISING REVENUES ACROSS ALL MEDIA AND CHANNELS
DIGITAL’S SHARE OF TOTAL ADVERTISING SPEND JAN
2024

518. 518
85.3%
79.7%
74.6%
74.5%
72.7%
72.4%
72.2%
72.0%
71.4%
71.2%
70.8%
70.0%
68.9%
68.2%
67.2%
67.0%
66.3%
65.9%
65.8%
65.6%
65.0%
63.2%
63.0%
61.9%
59.7%
59.7%
59.1%
58.8%
58.0%
57.9%
56.8%
56.0%
55.7%
55.5%
54.3%
53.7%
53.3%
52.6%
52.6%
52.5%
52.2%
49.6%
48.1%
46.0%
46.0%
43.7%
41.5%
40.0%
35.3%
34.0%
33.9%
24.6%
22.6%
CHINA
U.K.
SWEDEN
SAUDI ARABIA
CANADA
AUSTRALIA
NORWAY
U.S.A.
EGYPT
U.A.E.
NETHERLANDS
WORLDWIDE
DENMARK
ISRAEL
CROATIA
HONG KONG
SOUTH KOREA
NEW ZEALAND
IRELAND
MALAYSIA
TAIWAN
SWITZERLAND
RUSSIA
HUNGARY
SINGAPORE
GERMANY
PHILIPPINES
FRANCE
POLAND
MEXICO
CZECHIA
ITALY
BRAZIL
PORTUGAL
SPAIN
ROMANIA
TURKEY
JAPAN
MOROCCO
VIETNAM
ARGENTINA
GREECE
CHILE
INDONESIA
COLOMBIA
AUSTRIA
BELGIUM
THAILAND
INDIA
SOUTH AFRICA
NIGERIA
KENYA
GHANA
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 . DIGITAL AD SPEND DOES NOT INCLUDE REVENUES ASSOCIATED WITH
EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW DIGITAL ADVERTISING REVENUES COMPARED WITH TOTAL ADVERTISING REVENUES
DIGITAL’S SHARE OF TOTAL ADVERTISING SPEND JAN
2024 DATAREPORTAL

519. 519
$858.03
$658.69
$533.78
$467.11
$451.35
$435.03
$431.48
$352.22
$344.58
$300.52
$297.08
$296.49
$273.05
$243.98
$231.01
$228.21
$214.81
$192.34
$170.34
$169.89
$167.22
$159.69
$134.51
$133.80
$121.23
$119.86
$118.38
$108.99
$93.99
$75.78
$74.95
$60.03
$54.04
$50.92
$49.41
$47.85
$43.37
$38.96
$32.58
$31.27
$29.50
$24.58
$20.27
$20.26
$18.21
$16.53
$16.36
$13.69
$12.83
$6.99
$4.77
$3.04
$2.59
U.S.A.
U.K.
AUSTRALIA
SWITZERLAND
NORWAY
SWEDEN
CANADA
DENMARK
NEW ZEALAND
SINGAPORE
NETHERLANDS
HONG KONG
JAPAN
IRELAND
GERMANY
AUSTRIA
SOUTH KOREA
FRANCE
TAIWAN
ISRAEL
CHINA
CZECHIA
WORLDWIDE
BELGIUM
ITALY
SPAIN
U.A.E.
PORTUGAL
GREECE
HUNGARY
CROATIA
POLAND
CHILE
BRAZIL
MEXICO
SAUDI ARABIA
RUSSIA
ARGENTINA
MALAYSIA
ROMANIA
THAILAND
COLOMBIA
TURKEY
PHILIPPINES
SOUTH AFRICA
INDONESIA
VIETNAM
EGYPT
MOROCCO
INDIA
KENYA
NIGERIA
GHANA
SOURCE: KEPIOS ANALYSIS; STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 . VALUES ARE IN U.S. DOLLARS. DOES NOT INCLUDE
REVENUES ASSOCIATED WITH EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE
WITH PREVIOUS REPORTS. FIGURES SHOWN HERE USE DIFFERENT BASES COMPARED WITH A SIMILAR METRIC PUBLISHED IN STATISTA’S DIGITAL MARKET OUTLOOK, SO FIGURES WILL NOT MATCH.GLOBAL OVERVIEW
TOTAL ANNUAL SPEND ON DIGITAL ADS IN 2023 COMPARED WITH THE TOTAL NUMBER OF INTERNET USERS (U.S. DOLLARS)DIGITAL AD SPEND PER INTERNET USER JAN
2024

520. 520
$21.05 $10.14 63.6% 28.8% 80.7%
BILLION BILLION $457.6 BILLION $207.1 BILLION $580.0 BILLION
+4.5% (+$900 MILLION) +14.1% (+$1.3 BILLION) +3.5% (+214 BPS) +9.3% (+$18 BILLION) +10.7% (+$56 BILLION)
$719.2 $279.3 $176.6 $161.8 $30.81
BILLION BILLION BILLION BILLION BILLION
+10.6% (+$69 BILLION) +11.0% (+$28 BILLION) +10.2% (+$16 BILLION) +9.9% (+$15 BILLION) +17.0% (+$4.5 BILLION) Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND
Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND
ANNUAL SPEND ON
ONLINE CLASSIFIEDS
ANNUAL SPEND ON
DIGITAL AUDIO ADS
SHARE OF TOTAL DIGITAL
AD SPEND: MOBILE DEVICES*
SHARE OF TOTAL DIGITAL
AD SPEND: SOCIAL MEDIA
SHARE OF TOTAL DIGITAL
AD SPEND: PROGRAMMATIC
TOTAL ANNUAL SPEND ON
DIGITAL ADS (ALL TYPES)
ANNUAL SPEND ON
ONLINE SEARCH ADS
ANNUAL SPEND ON
DIGITAL VIDEO ADS
ANNUAL SPEND ON
DIGITAL BANNER ADS
ANNUAL SPEND ON ONLINE
INFLUENCER ACTIVITIES
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2023 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT
VALUES FOR THE PREVIOUS CALENDAR YEAR. “Y-O-Y CHANGE IN SPEND” FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ANNUAL AD SPEND. PERCENTAGES MAY NOT CORRELATE WITH ABSOLUTE
FIGURES DUE TO ROUNDING IN THE SOURCE DATA. *ADVISORY: REVENUE FIGURE FOR DIGITAL AD SPEND ATTRIBUTABLE TO MOBILE DEVICES IS BASED ON MOBILE’S SHARE OF SPEND ACROSS A SUBSET OF
DIGITAL ADVERTISING ACTIVITIES, AS REPORTED IN STATISTA’S DIGITAL MARKET OUTLOOK. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW
ANNUAL SPEND ON DIGITAL ADVERTISING BY FORMAT (U.S. DOLLARS, FULL-YEAR 2023 )DIGITAL ADVERTISING SPEND JAN
2024

521. 521
MOBILES: 75.8% MOBILES: 75.1%
MOBILES: 67.0%
MOBILES: 66.2%
MOBILES: 66.0%
MOBILES: 65.7%
MOBILES: 65.3%
MOBILES: 63.7%
MOBILES: 63.6%
MOBILES: 62.1%
MOBILES: 60.4%
MOBILES: 59.7%
MOBILES: 59.3%
MOBILES: 58.5%
MOBILES: 57.9%
MOBILES: 57.3%
MOBILES: 57.0%
MOBILES: 55.8%
MOBILES: 55.5%
MOBILES: 55.0%
MOBILES: 54.5%
MOBILES: 54.3%
MOBILES: 54.1%
MOBILES: 53.4%
MOBILES: 53.2%
MOBILES: 53.0%
MOBILES: 51.8%
MOBILES: 51.4%
MOBILES: 51.2%
MOBILES: 51.1%
MOBILES: 50.8%
MOBILES: 50.7%
MOBILES: 49.9%
MOBILES: 49.8%
MOBILES: 49.7%
MOBILES: 49.7%
MOBILES: 49.5%
MOBILES: 49.2%
MOBILES: 49.2%
MOBILES: 48.5%
MOBILES: 47.9%
MOBILES: 47.9%
MOBILES: 47.3%
MOBILES: 46.6%
MOBILES: 46.6%
MOBILES: 46.0%
MOBILES: 45.6%
MOBILES: 45.3%
MOBILES: 44.9%
MOBILES: 44.3%
MOBILES: 44.2%
MOBILES: 43.3%
MOBILES: 43.2%
MOBILES: 42.8%
MOBILES: 42.7%
MOBILES: 42.4%
MOBILES: 40.2%
MOBILES: 39.9%
MOBILES: 39.8%
MOBILES: 39.7%
MOBILES: 37.8%
COMPUTERS: 24.2%
COMPUTERS: 24.9%
COMPUTERS: 33.0%
COMPUTERS: 33.8%
COMPUTERS: 34.0%
COMPUTERS: 34.3%
COMPUTERS: 34.7%
COMPUTERS: 36.3%
COMPUTERS: 36.4%
COMPUTERS: 37.9%
COMPUTERS: 39.6%
COMPUTERS: 40.3%
COMPUTERS: 40.8%
COMPUTERS: 41.5%
COMPUTERS: 42.1%
COMPUTERS: 42.7%
COMPUTERS: 43.1%
COMPUTERS: 44.2%
COMPUTERS: 44.5%
COMPUTERS: 45.0%
COMPUTERS: 45.5%
COMPUTERS: 45.7%
COMPUTERS: 45.9%
COMPUTERS: 46.6%
COMPUTERS: 46.8%
COMPUTERS: 47.0%
COMPUTERS: 48.3%
COMPUTERS: 48.6%
COMPUTERS: 48.8%
COMPUTERS: 48.9%
COMPUTERS: 49.2%
COMPUTERS: 49.3%
COMPUTERS: 50.1%
COMPUTERS: 50.2%
COMPUTERS: 50.3% COMPUTERS: 50.4%
COMPUTERS: 50.5%
COMPUTERS: 50.8%
COMPUTERS: 50.8%
COMPUTERS: 51.5%
COMPUTERS: 52.1% COMPUTERS: 52.1%
COMPUTERS: 52.8%
COMPUTERS: 53.4% COMPUTERS: 53.4%
COMPUTERS: 54.0%
COMPUTERS: 54.4%
COMPUTERS: 54.7%
COMPUTERS: 55.1%
COMPUTERS: 55.7%
COMPUTERS: 55.8%
COMPUTERS: 56.7%
COMPUTERS: 56.8%
COMPUTERS: 57.2% COMPUTERS: 57.3%
COMPUTERS: 57.6%
COMPUTERS: 59.8%
COMPUTERS: 60.1%
COMPUTERS: 60.2%
COMPUTERS: 60.3%
COMPUTERS: 62.2%
CHINA
INDIA
BRAZIL
U.S.A.
COLOMBIA
SOUTH AFRICA
CHILE
TAIWAN
WORLDWIDE
INDONESIA
ARGENTINA
LITHUANIA
NIGERIA
THAILAND
AUSTRALIA
CROATIA
SLOVAKIA
CANADA
KENYA
VIETNAM
ITALY
SERBIA
SLOVENIA
MEXICO
TURKEY
SOUTH KOREA
SPAIN
GREECE
HONG KONG
PAKISTAN
JAPAN
IRELAND
PERU
SAUDI ARABIA
U.K.
BELGIUM
PHILIPPINES
ROMANIA
GERMANY
ISRAEL
SWEDEN
NETHERLANDS
NORWAY
MALAYSIA
DENMARK
U.A.E.
FRANCE
DOM. REP.
SINGAPORE
MOROCCO
GHANA
FINLAND
HUNGARY
PORTUGAL
RUSSIA
NEW ZEALAND
CZECHIA
EGYPT
SWITZERLAND
AUSTRIA
POLAND
SOURCE: STATISTA DIGITAL MARKETING OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2023 . DOES NOT INCLUDE ADVERTISING REVENUES ASSOCIATED WITH
EMAIL MARKETING, AUDIO ADS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS. VALUES ARE BASED ON A SMALLER SUBSET OF DIGITAL ADVERTISING ACTIVITIES COMPARED WITH OTHER CHARTS IN THIS REPORT.GLOBAL OVERVIEW EACH DEVICE’S SHARE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING BY USER DEVICE JAN
2024 DATAREPORTAL

522. 522
$580.0+10.7% 80.7% +0.1%
BILLION +$56 BILLION +9 BPS ANNUAL SPEND ON
PROGRAMMATIC
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN PROGRAMMATIC
ADVERTISING SPEND (USD)
PROGRAMMATIC’S
SHARE OF TOTAL DIGITAL
ADVERTISING SPEND
YEAR-ON-YEAR CHANGE IN
PROGRAMMATIC’S SHARE OF
TOTAL DIGITAL ADVERTISING SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS
CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS”
VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SPEND ON PROGRAMMATIC ADVERTISING AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET
PROGRAMMATIC ADVERTISING OVERVIEW JAN
2024

523. 523
77.0% 77.6% 78.5%
80.7% 80.6% 80.7%
+0.9% +1.2% +2.7% -0.1% +0.1%2018 2019 2020 2021 2022 2023
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE
RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW PROGRAMMATIC ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: PROGRAMMATIC JAN
2024

524. 524
86.6% 86.3%
84.6%
84.2%
83.9%
83.7%
83.5%
83.2%
82.9%
82.7%
82.7%
82.3%
81.9%
80.8%
80.8%
80.7%
80.6%
80.6%
80.6%
80.3%
79.9%
79.4%
79.3%
79.2%
78.6%
78.4%
78.4%
77.9%
77.9%
77.4%
77.3%
76.4%
75.8%
75.7%
75.6%
74.9%
74.8%
74.0%
73.7%
72.9%
72.2%
71.9%
71.7%
71.6%
71.2%
71.1%
71.0%
70.4%
70.1%
69.2%
67.2%
59.5%
50.2%
PORTUGAL
NEW ZEALAND
SPAIN
FRANCE
CANADA
SOUTH KOREA
U.K.
RUSSIA
SWEDEN
DENMARK
AUSTRALIA
MOROCCO
U.S.A.
INDONESIA
CZECHIA
WORLDWIDE
EGYPT
NETHERLANDS
COLOMBIA
GERMANY
JAPAN
ARGENTINA
SAUDI ARABIA
CHINA
BRAZIL
SOUTH AFRICA
ITALY
NORWAY
GREECE
IRELAND
VIETNAM
TURKEY
AUSTRIA
SWITZERLAND
BELGIUM
INDIA
ISRAEL
MEXICO
CROATIA
THAILAND
ROMANIA
CHILE
PHILIPPINES
HUNGARY
U.A.E.
POLAND
NIGERIA
TAIWAN
SINGAPORE
KENYA
MALAYSIA
HONG KONG
GHANA
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2023 . COMPARABILITY: BASE CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW PROGRAMMATIC ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: PROGRAMMATIC JAN
2024 DATAREPORTAL

525. 525
$314.5 +15.3% 43.7% +4.3%
BILLION +$42 BILLION +181 BPS ANNUAL SPEND
ON IN-APP
ADVERTISING (USD)
YEAR-ON-YEAR
CHANGE IN IN-APP
ADVERTISING SPEND (USD)
IN-APP ADVERTISING’S
SHARE OF TOTAL DIGITAL
ADVERTISING SPEND
YEAR-ON-YEAR CHANGE IN
IN-APP ADVERTISING’S SHARE OF
TOTAL DIGITAL ADVERTISING SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS
CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS”
VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SPEND ON ADVERTISING WITHIN MOBILE AND TABLET APPS, AND THE ASSOCIATED SHARE OF THE DIGITAL ADVERTISING MARKET
IN-APP ADVERTISING OVERVIEW JAN
2024

526. 526
31.4%
34.6%
37.7%
40.2%
41.9%
43.7%
+10.2% +9.1% +6.6% +4.3% +4.3%2018 2019 2020 2021 2022 2023
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE
RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW IN-APP ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: IN-APP JAN
2024

527. 527
65.4%
44.2%
43.7%
40.9%
40.6%
40.3%
38.5%
37.5%
37.4%
35.8%
34.6%
34.6%
34.4%
34.3%
34.1%
34.0%
33.9%
33.7%
33.4%
32.3%
31.2%
31.0%
30.1%
29.8%
29.7%
29.6%
29.1%
29.1%
28.3%
28.1%
27.7%
27.6%
27.5%
27.4%
27.3%
27.3%
27.2%
26.7%
26.7%
26.5%
26.1%
25.4%
25.0%
24.6%
24.5%
24.2%
23.7%
23.6%
23.4%
23.0%
22.5%
22.4%
21.6%
CHINA
INDIA
WORLDWIDE
AUSTRALIA
U.S.A.
BRAZIL
ITALY
SOUTH KOREA
COLOMBIA
TAIWAN
INDONESIA
GERMANY
CHILE
NETHERLANDS
SOUTH AFRICA
ARGENTINA
SWEDEN
CANADA
CROATIA
MEXICO
VIETNAM
SPAIN
U.K.
THAILAND
TURKEY
GREECE
NIGERIA
IRELAND
ROMANIA
SWITZERLAND
SAUDI ARABIA
JAPAN
KENYA
ISRAEL
PHILIPPINES
FRANCE
AUSTRIA
NORWAY
BELGIUM
DENMARK
U.A.E.
RUSSIA
MALAYSIA
MOROCCO
SINGAPORE
PORTUGAL
HONG KONG
NEW ZEALAND
HUNGARY
CZECHIA
EGYPT
POLAND
GHANA
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2023 . COMPARABILITY: BASE CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW IN-APP ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: IN-APP JAN
2024 DATAREPORTAL

528. 528
$279.3+11.0% 38.8% +0.4%
BILLION +$28 BILLION +14 BPS ANNUAL SPEND
ON ONLINE SEARCH
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN ONLINE SEARCH
ADVERTISING SPEND
ONLINE SEARCH’S SHARE
OF TOTAL DIGITAL
ADVERTISING SPEND
YEAR-ON-YEAR CHANGE IN
ONLINE SEARCH’S SHARE OF
TOTAL DIGITAL ADVERTISING SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS
CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS”
VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SPEND ON ONLINE SEARCH ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET
SEARCH ADVERTISING OVERVIEW JAN
2024

529. 529
39.7%
38.3%
36.3%
38.3% 38.7% 38.8%
-3.5% -5.3% +5.6% +0.9% +0.4%2018 2019 2020 2021 2022 2023
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE
RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW ONLINE SEARCH ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SEARCH JAN
2024

530. 530
55.2%
53.7%
53.3%
49.5%
49.3%
49.1%
48.4%
48.0%
47.4%
46.5%
46.3%
45.4%
45.3%
44.8%
43.5%
42.5%
42.4%
41.6%
41.6%
41.1%
40.2%
38.8%
38.2%
37.2%
37.1%
37.1%
36.4%
36.3%
34.7%
33.6%
33.1%
33.0%
32.7%
32.6%
32.3%
32.1%
31.4%
30.8%
30.3%
30.1%
29.7%
28.6%
28.1%
26.6%
25.9%
25.6%
25.1%
22.5%
21.7%
15.9%
15.4%
13.3%
9.4%
NEW ZEALAND
EGYPT
MOROCCO
SWITZERLAND
DENMARK
U.K.
NETHERLANDS
SWEDEN
RUSSIA
FRANCE
CANADA
CZECHIA
GERMANY
PORTUGAL
SOUTH KOREA
AUSTRALIA
SAUDI ARABIA
U.S.A.
SPAIN
BRAZIL
NORWAY
WORLDWIDE
VIETNAM
ISRAEL
ARGENTINA
TAIWAN
AUSTRIA
JAPAN
SINGAPORE
COLOMBIA
PHILIPPINES
TURKEY
POLAND
INDONESIA
ITALY
IRELAND
INDIA
CHINA
CROATIA
GREECE
HUNGARY
SOUTH AFRICA
HONG KONG
MEXICO
U.A.E.
MALAYSIA
CHILE
THAILAND
BELGIUM
KENYA
ROMANIA
GHANA
NIGERIA
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2023 . COMPARABILITY: BASE CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW ONLINE SEARCH ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SEARCH JAN
2024

531. 531
100
86
77
68
85
1.5% 1.6%
1.6%
1.8%
1.7%
-14.0% -10.5% -12.2% +26.3%Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN CIRCLES
SHOW CLICK-THROUGH RATE ON SEARCH ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS. GLOBAL OVERVIEW TOTAL PAID ONLINE SEARCH AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SEARCH AD CLICK-THROUGH RATE (CTR)
SEARCH ADVERTISING: IMPRESSIONS & CTR JAN
2024

532. 532
$0.58
$0.54
$0.60
$0.64
$0.66
-7.1% +10.5% +7.2% +2.3%Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 SOURCE: SKAI. NOTES: GREEN BARS SHOW AVERAGE SEARCH AD COST-PER-CLICK. VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR
“CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SEARCH AD COST-PER-CLICK. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS. GLOBAL OVERVIEW AVERAGE COST-PER-CLICK OF PAID ONLINE SEARCH ADS (U.S. DOLLARS)
SEARCH ADVERTISING: AVERAGE CPC JAN
2024

533. 533
100
81
83
86
104
-19.5% +3.5% +3.0% +20.9%Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED TO A
COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH
AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS. GLOBAL OVERVIEW TOTAL AMOUNT SPENT ON PAID ONLINE SEARCH AD PLACEMENTS (REPORTED AS AN INDEX)
SEARCH ADVERTISING: TOTAL SPEND JAN
2024

534. 534
$207.1 +9.3% 28.8% -1.1%
BILLION +$18 BILLION -33 BPS ANNUAL SPEND
ON SOCIAL MEDIA
ADVERTISING (USD)
YEAR-ON-YEAR CHANGE
IN SOCIAL MEDIA
ADVERTISING SPEND
SOCIAL MEDIA’S SHARE
OF TOTAL DIGITAL
ADVERTISING SPEND
YEAR-ON-YEAR CHANGE IN
SOCIAL MEDIA’S SHARE OF TOTAL
DIGITAL ADVERTISING SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS
CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS”
VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SPEND ON SOCIAL MEDIA ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET
SOCIAL MEDIA ADVERTISING OVERVIEW JAN
2024

535. 535
22.1%
24.7%
28.8%
30.1%
29.1% 28.8%
+11.5% +16.6% +4.7% -3.2% -1.1%2018 2019 2020 2021 2022 2023
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE
RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SOCIAL MEDIA ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SOCIAL MEDIA JAN
2024

536. 536
41.9%
39.2%
37.1%
35.5%
35.3%
34.7%
34.2%
34.2%
33.5%
32.8%
31.8%
31.3%
30.8%
30.4%
30.0%
29.7%
28.8%
28.3%
27.6%
27.6%
27.6%
27.3%
27.3%
27.1%
26.8%
26.7%
26.2%
25.6%
25.5%
25.1%
24.8%
24.8%
24.5%
24.4%
24.2%
23.5%
23.4%
22.8%
22.7%
22.6%
22.3%
22.3%
22.2%
22.2%
21.6%
21.4%
21.1%
20.4%
20.4%
19.8%
18.2%
12.5%
11.8%
ROMANIA
CHINA
GREECE
NIGERIA
INDONESIA
MEXICO
BELGIUM
CROATIA
COLOMBIA
ITALY
MALAYSIA
SPAIN
IRELAND
HUNGARY
PORTUGAL
U.A.E.
WORLDWIDE
PHILIPPINES
AUSTRALIA
KENYA
ARGENTINA
CHILE
JAPAN
VIETNAM
THAILAND
ISRAEL
CZECHIA
SOUTH KOREA
U.S.A.
FRANCE
NORWAY
SOUTH AFRICA
SINGAPORE
INDIA
BRAZIL
TURKEY
HONG KONG
RUSSIA
SAUDI ARABIA
POLAND
U.K.
CANADA
SWEDEN
DENMARK
GHANA
GERMANY
TAIWAN
NETHERLANDS
EGYPT
AUSTRIA
NEW ZEALAND
MOROCCO
SWITZERLAND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND IN 2023 . COMPARABILITY: BASE CHANGES. FIGURES ARE NOT
COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SOCIAL MEDIA ADVERTISING REVENUE AS A PERCENTAGE OF TOTAL DIGITAL ADVERTISING REVENUES
SHARE OF DIGITAL ADVERTISING: SOCIAL MEDIA JAN
2024 DATAREPORTAL

537. 537
100
103
108 108
124
1.2%
0.9%
0.9%
0.9%
1.0%
+3.0% +4.9% +0.0% +14.3%Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN
CIRCLES SHOW CLICK-THROUGH RATE ON SOCIAL MEDIA ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL MEDIA AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM
A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS. GLOBAL OVERVIEW TOTAL PAID SOCIAL MEDIA AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SOCIAL MEDIA AD CLICK-THROUGH RATE (CTR)
SOCIAL MEDIA ADVERTISING: IMPRESSIONS & CTR JAN
2024

538. 538
$6.52
$5.42 $5.34 $5.46
$6.06
-16.8% -1.6% +2.4% +10.9%Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 SOURCE: SKAI. NOTES: GREEN BARS SHOW THE AVERAGE COST OF 1,000 SOCIAL MEDIA AD IMPRESSIONS (CPM). VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND
DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SOCIAL MEDIA AD CPM. FINDINGS EXTRAPOLATED FROM A
SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS. GLOBAL OVERVIEW AVERAGE COST PER 1,000 PAID SOCIAL MEDIA AD IMPRESSIONS (U.S. DOLLARS)
SOCIAL MEDIA ADVERTISING: AVERAGE CPM JAN
2024

539. 539
100
86
89 91
115
-14.3% +3.3% +2.4% +26.8%Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED
TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL
MEDIA AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS. GLOBAL OVERVIEW TOTAL AMOUNT SPENT ON PAID SOCIAL MEDIA AD PLACEMENTS (REPORTED AS AN INDEX)
SOCIAL MEDIA ADVERTISING: TOTAL SPEND JAN
2024

540. 540
$30.81+17.0% 4.3% +5.8%
BILLION +$4.5 BILLION +23 BPS ANNUAL SPEND
ON INFLUENCER
ADVERTISING (USD)
YEAR-ON-YEAR
CHANGE IN INFLUENCER
ADVERTISING SPEND
INFLUENCER ADVERTISING’S
SHARE OF TOTAL
DIGITAL AD SPEND
YEAR-ON-YEAR CHANGE IN
INFLUENCER ADVERTISING’S SHARE
OF TOTAL DIGITAL AD SPEND
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM . NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2023 , AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS
CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. FIGURES REPRESENT THE MONETARY VALUE PAID DIRECTLY TO INFLUENCERS OR THEIR AGENTS, AND DO NOT INCLUDE THE VALUE OF PRODUCT
GIVEAWAYS, MEDIA SPEND TO “BOOST” POSTS, OR AFFILIATE COMMISSIONS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.GLOBAL OVERVIEW SPEND ON INFLUENCER ADVERTISING ACTIVITIES (IN U.S. DOLLARS) AND THEIR SHARE OF THE DIGITAL ADVERTISING MARKET
INFLUENCER ADVERTISING OVERVIEW JAN
2024

541. 541
8.03 50 7.60 290.1 502.1 49.2
BILLION MILLION MILLION BILLION MILLION
9.96 90 3.61 375.7 575.0 291.6
BILLION MILLION MILLION BILLION MILLION WEB PAGES
ABOUT DOGS
AVERAGE GOOGLE SEARCH
VOLUME INDEX FOR DOG
ANNUAL VIEWS OF THE
DOG PAGE ON WIKIPEDIA
INSTAGRAM POSTS
TAGGED WITH # DOG
VIEWS OF TIKTOK POSTS
TAGGED WITH # DOG
NUMBER OF X (TWITTER)
USERS INTERESTED IN DOGS
WEB PAGES
ABOUT CATS
AVERAGE GOOGLE SEARCH
VOLUME INDEX FOR CAT
ANNUAL VIEWS OF THE
CAT PAGE ON WIKIPEDIA
INSTAGRAM POSTS
TAGGED WITH # CAT
VIEWS OF TIKTOK POSTS
TAGGED WITH # CAT
NUMBER OF X (TWITTER)
USERS INTERESTED IN CATS
SOURCES: GOOGLE.COM; GOOGLE TRENDS; WMCLOUD; INSTAGRAM; TIKTOK; TWITTER’S ADVERTISING RESOURCES. NOTES: WEB PAGES BASED ON NUMBER OF RESULTS FOR A GOOGLE SEARCH FOR
EACH ANIMAL. GOOGLE TRENDS INDICES BASED ON WORLDWIDE SEARCHES FOR EACH ANIMAL THROUGHOUT 2023 . WIKIPEDIA VIEWS REPRESENT VIEWS THROUGHOUT 2023 (ENGLISH LANGUAGE ONLY).
INSTAGRAM BASED ON TOTAL NUMBER OF POSTS INCLUDING EACH RESPECTIVE HASHTAG. TIKTOK BASED ON ALL-TIME VIEWS OF TIKTOK POSTS INCLUDING EACH RESPECTIVE HASHTAG. X (TWITTER) INTEREST
BASED ON TOTAL POTENTIAL AD REACH FOR USERS INTERESTED IN EACH ANIMAL, ACCORDING TO X’S OWN CLASSIFICATION. PS: GOOD DOG.GLOBAL OVERVIEW HOW THE AGE-OLD COMPETITION BETWEEN CATS AND DOGS IS PLAYING OUT ONLINE
CONNECTED CATS vs. DIGITAL DOGS JAN
2024

542. MORE INFORMATION

543. DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

544. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAULIBERIA 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 GRENADINESTOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU
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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 & SABACZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE

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559. Prior to our Digital 2021 reports, we included data
sourced from social media platforms’ self-service
advertising tools in our calculations of internet user
numbers, but we no longer include this data in our
internet user figures. This is because the user numbers
reported by social media platforms are typically based
on active user accounts, and may not represent unique
individuals. For example, one person may maintain
more than one active presence (account) on the same
social media platform. Similarly, some accounts may
represent ?non-human’ entities, including: pets and
animals; historical figures; businesses, causes, groups,
and organisations; places of interest; etc.
As a result, the figures we report for social media users
may exceed internet user numbers. However, while this
may seem counter-intuitive or surprising, such instances
do not represent errors in the data or in our reporting.
Rather, these differences may indicate delays in the
reporting of internet user numbers, or they may indicate
higher instances of individuals managing multiple
social media accounts, or ?non-human’ social media
accounts.
If you have any questions about specific data
points in these reports, or if you’d like to offer your
organisation’s data for consideration in future reports,
please email our reports team: [email protected] .
footnotes of each relevant chart, but please use caution
when comparing data from different reports, because
changes to research samples, base data, research
methodologies, and approaches to reporting may
mean that values are not comparable .
Furthermore, due to the differing data collection and
treatment methodologies, and the different periods
during which data have been collected, there may be
significant differences in the reported metrics for similar
data points throughout this report. For example, data
from surveys often varies over time, even if that data
has been collected by the same organisation using the
same approach in each wave of their research.
In particular, reports of internet user numbers vary
considerably between different sources and over time.
In part, this is because there are significant challenges
associated with collecting, analysing, and publishing
internet user data on a regular basis, not least because
research into public internet use necessitates the use of
face-to-face surveys. Different organisations may also
adopt different approaches to sampling the population
for research into internet use, and variations in areas
such as the age range of the survey population, or the
balance between urban and rural respondents, may
play an important role in determining eventual findings.
Note that COVID-19 has limited internet user research. Note: This page is a summary of our comprehensive
notes on data variance, potential mismatches,
and curiosities, which you can read in full at
https://datareportal.com/notes-on-data.
This report features data from a wide variety of
different sources, including market research agencies,
internet and social media companies, governments,
public bodies, news media, and private individuals, as
well as extrapolations and analysis of that data.
Wherever possible, we’ve prioritised data sources
that provide broader geographical coverage, in
order to minimise potential variations between data
points, and to offer more reliable comparison across
countries. However, where we believe that standalone
metrics provide a more reliable reference, we use such
standalone numbers to ensure more accurate reporting.
Please note that some data points may only be
available for a limited selection of countries, so we
may not be able to report the same data in all reports.
From time to time, we may also change the source(s)
that we use to inform specific data points. As a result,
some figures may appear to change in unexpected
ways from one report to another. Wherever we’re
aware of these changes, we include details in the NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

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This report is subject to change without
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to-date version of this report, please visit our
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This report contains data, tables, figures,
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organisations featured or cited herein, nor
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”) on behalf of We Are Social
Ltd. (“We Are Social”) for informational
purposes only, and relies on data from a
wide variety of sources, including but not
limited to public and private companies,
market research firms, government agencies,
NGOs, and private individuals.
While Kepios and We Are Social 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 Kepios,
nor We Are Social, nor any of those
organisations’ partners, suppliers, affiliates,
employees, or agents shall be responsible
for any errors or omissions contained in this
report, or for the results obtained from its
use.
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whatsoever of its accuracy, completeness,
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