Digital in 2018 in Northern Europe Part 2 - East

All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Northern Europe in 2018.

1. DIGITAL IN 20 18 IN
NORTHERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
EAST

2. 2

3. 3
COUNTRIES INCLUDED IN EACH EUROPE REPORT
AUSTRIA
BELGIUM
FRANCE
GERMANY
LIECHTENSTEIN
LUXEMBOURG
MONACO
NETHERLANDS
SWITZERLAND
DIGITAL IN 2018 IN
WESTERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
NORTHERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
WEST
DIGITAL IN 2018 IN
NORTHERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
EAST
DIGITAL IN 2018 IN
SOUTHERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
WEST
DIGITAL IN 2018 IN
SOUTHERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
EAST
DIGITAL IN 2018 IN
EASTERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
WEST
DIGITAL IN 2018 IN
EASTERN EUROPE
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
EAST
GUERNSEY
IRELAND
ISLE OF MAN
JERSEY
UNITED KINGDOM
FAROE ISLANDS
ICELAND
DENMARK
ESTONIA
FINLAND
LATVIA
LITHUANIA
NORWAY
SWEDEN
ANDORRA
GIBRALTAR
ITALY
MALTA
PORTUGAL
SAN MARINO
SPAIN
ALBANIA
BOSNIA &HERZEGOVINA
CROATIA
GREECE
KOSOVO
TFYR MACEDONIA
MONTENEGRO
SERBIA
SLOVENIA
CZECH REPUBLIC
HUNGARY
POLAND
SLOVAKIA
BELARUS
BULGARIA
MOLDOVA
ROMANIA
RUSSIA
UKRAINE
WESTERN
EUROPE
NORTHERN EUROPE
PART 1: WEST
NORTHERN EUROPE
PART 1: EAST
SOUTHERN EUROPE
PART 1: WEST
SOUTHERN EUROPE
PART 1: EAST
EASTERN EUROPE
PART 1: EAST
EASTERN EUROPE
PART 1: WEST

4. 1
GLOBAL YEARBOOK BRUNEI DOMINICAN REP. GUYANA LIBERIA NEPAL ST KITTS & NEVIS TAJIKISTAN
AFGHANISTAN BULGARIA ECUADOR HAITI LIBYA NETHERLANDS ST LUCIA TANZANIA
ALBANIA BURKINA FASO EGYPT HONDURAS LIECHTENSTEIN NEW CALEDONIA ST MARTIN THAILAND
ALGERIA BURUNDI EL SALVADOR HONG KONG LITHUANIA NEW ZEALAND ST PIERRE & MIQUELON TIMOR-LESTE
AMERICAN SAMOA CABO VERDE EQUATORIAL GUINEA HUNGARY LUXEMBOURG NICARAGUA ST VINCENT, GRENADINES TOGO
ANDORRA CAMBODIA ERITREA ICELAND MACAU NIGER SAMOA TOKELAU
ANGOLA CAMEROON ESTONIA INDIA TFYR MACEDONIA NIGERIA SAN MARINO TONGA
ANGUILLA CANADA ETHIOPIA INDONESIA MADAGASCAR NIUE SÃO TOMÉ & PRÍNCIPE TRINIDAD & TOBAGO
ANTIGUA & BARBUDA CAYMAN IS. FAROE IS. IRAN MALAWI NORFOLK IS. SAUDI ARABIA TUNISIA
ARGENTINA CENTRAL AFRICAN REP. FALKLAND IS. IRAQ MALAYSIA NORTHERN MARIANA IS. SENEGAL TURKEY
ARMENIA CHAD FIJI IRELAND MALDIVES NORWAY SERBIA TURKMENISTAN
ARUBA CHILE FINLAND ISLE OF MAN MALI OMAN SEYCHELLES TURKS & CAICOS IS.
AUSTRALIA CHINA FRANCE ISRAEL MALTA PAKISTAN SIERRA LEONE TUVALU
AUSTRIA CHRISTMAS IS. FRENCH GUIANA ITALY MARSHALL IS. PALAU SINGAPORE UGANDA
AZERBAIJAN COCOS IS. FRENCH POLYNESIA JAMAICA MARTINIQUE PALESTINE ST MAARTEN UKRAINE
BAHAMAS COLOMBIA GABON JAPAN MAURITANIA PANAMA SLOVAKIA U.A.E.
BAHRAIN COMOROS GAMBIA JERSEY MAURITIUS PAPUA NEW GUINEA SLOVENIA U.K.
BANGLADESH CONGO, DEM. REP. GEORGIA JORDAN MAYOTTE PARAGUAY SOLOMON IS. U.S.A.
BARBADOS CONGO, REP. GERMANY KAZAKHSTAN MEXICO PERU SOMALIA URUGUAY
BELARUS COOK IS. GHANA KENYA MICRONESIA PHILIPPINES SOUTH AFRICA UZBEKISTAN
BELGIUM COSTA RICA GIBRALTAR KIRIBATI MOLDOVA POLAND SOUTH SUDAN VANUATU
BELIZE CÔTE D'IVOIRE GREECE KOREA, NORTH MONACO PORTUGAL SPAIN VENEZUELA
BENIN CROATIA GREENLAND KOREA, SOUTH MONGOLIA PUERTO RICO SRI LANKA VIETNAM
BERMUDA CUBA GRENADA KOSOVO MONTENEGRO QATAR SUDAN BRITISH VIRGIN IS.
BHUTAN CURAÇAO GUADELOUPE KUWAIT MONTSERRAT RÉUNION SURINAME U.S. VIRGIN IS.
BOLIVIA CYPRUS GUAM KYRGYZSTAN MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABACZECH REP. GUATEMALA LAOS MOZAMBIQUE RUSSIA SWEDEN WESTERN SAHARA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LATVIA MYANMAR RWANDA SWITZERLAND YEMEN
BOTSWANA DJIBOUTI GUINEA LEBANON NAMIBIA ST BARTHÉLEMY SYRIA ZAMBIA
BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN -DEPTH COUNTRY REPORTS

5. 5
GLOBAL OVERVIEW

6. 6
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL AROUND THE WORLD IN 2018
KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
7.5934.0213.1965.1352.958
BILLIONBILLIONBILLIONBILLIONBILLION
55%53%42%68%39%

7. 7
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018ANNUAL GROWTH
YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
+7%+13%+4%+14%
+248 MILLION+362 MILLION+218 MILLION+360 MILLION

8. 8
GLOBAL
AVERAGE:
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY
AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPEEASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIASOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
INTERNET PENETRATION BY REGIONJAN
2018REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
53%
88%
61%48%
68%
94%
90%77%
74%
49%
39%
12%
27%
51%
65%
50%
36%
57%
58%
69%

9. 9
GLOBAL
AVERAGE:
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPEEASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIASOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
SOCIAL MEDIA PENETRATION BY REGIONJAN
2018TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
42%
70%
59%40%
63%
66%
54%56%
45%
38%
11%
6%
7%
31%
55%
12%
20%
64%
55%
55%

10. 10
GLOBAL
AVERAGE:
SOURCES:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPEEASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIASOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
MOBILE CONNECTIVITY BY REGIONJAN
2018THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE:NOT UNIQUE USERS)
112%
103%
96%74%
115%
123%
119%126%
157%
106%
89%
58%
61%
147%
108%
98%
91%
103%
141%
110%

11. 11
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN
2018BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES:KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY2018. *ADVISORY:
PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES:THESE PLATFORMS DO NOT PUBLISH MAU
DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
27 JANUARY 2018
2,167
1,500
1,300
1,300
980
843
800
794
568
376
330
300
300
260
260
255
250
203
200
117
100
97
63
49
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WECHAT
QQ
INSTAGRAM
TUMBLR**
QZONE
SINA WEIBO
TWITTER
BAIDU TIEBA*
SKYPE*
LINKEDIN**
VIBER*
SNAPCHAT**
REDDIT
LINE
PINTEREST
YY
TELEGRAM*
VKONTAKTE
BBM*
KAKAOTALK

12. 12
TOP MESSENGER APPS BY COUNTRYJAN
2018BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017
SOURCE:SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES
IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
WHATSAPP (128)
FACEBOOK MESSENGER (72)
VIBER (10)
WECHAT (3)
LINE (3)
TELEGRAM (3)
IMO (3)
KAKAOTALK(1)
HANGOUTS (1)
ANDROID MESSENGER (1)
NO DATA (14)

13. 13
With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an
essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives,
whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding
love. As a result, brands need to evolve beyond today’s siloedapproach to digital, and build seamless digital
integration into everything they do –just as our audiences already have. Here are some tips to help with that:
WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018
Start with what people
really need and want,
and not just what the
technology can do
Focus on creating
mutual value at every
opportunity, instead of
simply ‘selling more stuff’
Make it easy for people
to buy online as soon
as they’re ready,
wherever they are
Harness digital tools to
keep the conversation
going, even after you
make a successful sale
To learn more about what these Digital, Social and Mobile trends
mean for your brand, click here to download our Think Forward report.

14. 14
HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS
The evolution of social ROI.It's the end of the road for vanity metrics. Expect to see more organisationsevolve their metrics
as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue,
mitigating risk, and attracting talent.
Mobile fuels the growth of social TV.In 2018, social networks will encourage brands to become broadcasters as mobile
video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social
networks—such as mobile video views—might not help your organisationachieve your own business outcomes.
Trust declines, while peer influence rises.From Trump’s tumultuous triumph over traditional media to the fake news
phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and
moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever.
Humans, meet AI.The machines have risen. And marketers have discovered they can be delightfully useful. But while
marketers rush ahead with chatbotsand AI-generated content, it’s still unclear whether customers will value these human-
less engagements.
The promise (and reality) of social data.From tying together analytics systems to CRM integrations, marketers
underestimated the complexity of social data initiatives. Organisationsmust recalculate the effort and resources needed to
turn social data into a true—and unified—source of customer insights.
Click here to download our 2018 Social Media Trends Toolkitto align
your strategywith the year’s key social network and digital trends.

15. 11
CLICK HERETO READ ‘DIGITAL IN 2018’,
OUR MAIN GLOBAL OVERVIEW REPORTDIGITAL IN 2018
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

16. 16
IN-DEPTH COUNTRY PROFILES

17. 17
DENMARK

18. 18
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN DENMARK
5.745.574.104.553.60
MILLIONMILLIONMILLIONMILLIONMILLION
88%97%71%79%63%

19. 19
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
+1%+8%+0.7%+6%
+80 THOUSAND+300 THOUSAND+34 THOUSAND+200 THOUSAND

20. 20
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
5.7450.3%49.7%+0.4%42.4
MILLION YEARS OLD
88%$49,81999%99%99%

21. 21
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
96%82%85%53%
92%33%2%10%

22. 22
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS.NOTES:PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
5.5797%4.8985%
MILLION MILLION

23. 23
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
5.535.575.485.57
MILLIONMILLIONMILLIONMILLION

24. 24
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
92%6%2%0%

25. 25
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
76.744.2926%48%23%
MBPSMBPS

26. 26
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
75%19%6%0.09%
+25%-32%-49%-36%

27. 27
JAN
2018SIMILARWEB’SRANKING OF TOP WEBSITES
RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q42017
SOURCE:SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q42017. NOTES:MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
#WEBSITE CATEGORYMONTHLY TRAFFICTIME PER VISITPAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.DKSEARCH72,500,000 12M 50S9.0
FACEBOOK.COMSOCIAL48,600,000 14M 50S10.9
YOUTUBE.COMTV & VIDEO47,100,000 27M 12S11.0
GOOGLE.COMSEARCH38,600,000 12M 16S15.5
DR.DK TV & VIDEO11,200,000 10M 23S5.5
WIKIPEDIA.ORGREFERENCE10,200,000 4M 27S3.6
NETFLIX.COMTV & VIDEO8,900,000 10M 05S4.3
EKSTRABLADET.DKNEWS & MEDIA8,800,000 6M 43S5.0
REDDIT.COMSOCIAL8,200,000 13M 21S10.3
LIVE.COM EMAIL7,600,000 6M 29S7.6

28. 28
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.DK6M 57S11.44
YOUTUBE.COM8M 18S4.79
FACEBOOK.COM10M 21S4.00
GOOGLE.COM7M 32S8.56
REDDIT.COM15M 46S10.05
WIKIPEDIA.ORG4M 16S3.31
TWITCH.TV5M 55S2.91
DR.DK 5M 01S3.89
LIVE.COM4M 03S3.41
NETFLIX.COM2M 04S1.79
EKSTRABLADET.DK7M 32S5.02
TWITTER.COM6M 21S3.21
TV2.DK 4M 58S3.42
IMDB.COM3M 30S4.14
INSTAGRAM.COM5M 23S3.34
IMGUR.COM2M 40S3.14
PORNHUB.COM8M 29S3.19
DBA.DK 8M 03S9.14
WIKIA.COM5M 49S5.11
BT.DK 5M 42S4.02

29. 29
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
62%59%11%43%24%
74%52%16%47%32%

30. 30
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
FACEBOOK 100
GOOGLE 96
YOUTUBE 68
BT 49
EKSTRA 49
DANMARK 47
EKSTRA BLADET46
TV2 46
OVERSÆT 41
EB 41
NYHEDER 37
TRANSLATE 35
DR 32
DMI 30
YOU 28
KRAK 27
VEJRET 25
HOTMAIL 24
IKEA 22
DBA 21

31. 31
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
46%28%10%3%13%

32. 32
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
46%28%10%3%13%

33. 33
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
4.1071%3.6063%
MILLION MILLION

34. 34
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
4.10+8%88%51%49%
MILLION

35. 35
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 4,100,00051%49%
13 –17290,0004%3%
18 –24690,0008%9%
25 –34820,00010%10%
35 –44730,0009%9%
45 –54680,0009%8%
55 –64470,0006%5%
65+420,0006%5%
151
332
392
372 362
261
231
141
354
424
354
323
212
192

36. 36
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.02%10.3%12.4%30.0%26.1%

37. 37
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
2.46%3.37%3.43%4.68%2.70%

38. 38
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
2.0035%57%43%
MILLION

39. 39
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
4.5579%9.01157%1.98
MILLION MILLION

40. 40
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
9.01157%10%90%90%
MILLION

41. 41
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
82.9277.9178.1591.7384.63

42. 42
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
59%41%45%6%
52%34%4%15%

43. 43
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
100%36%[N/A]74%
31%42%70%78%

44. 44
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$1,573$1,337$372.4$553.0
MILLIONMILLIONMILLIONMILLION
$1,121$1,010$91.0$100.3
MILLIONMILLIONMILLIONMILLION

45. 45
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+12%+7%+18%+14%
+6%+11%+5%+8%

46. 46
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
3.5061%$4.956$1,416
MILLION BILLION
+3% +10%+7%

47. 47
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
26%
20%
18%
8%
7%
5%
4%
4%
3%
PRESS
ONLINE
TELEVISION
DIRECT MAIL
EMAIL
IN-STORE
POSTER
OTHER
RADIO

48. 48
ESTONIA

49. 49
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN ESTONIA
1.311.270.721.050.60
MILLIONMILLIONMILLIONMILLIONMILLION
67%97%55%80%46%

50. 50
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
+6%+9%+1%+11%
+72 THOUSAND+60 THOUSAND+11 THOUSAND+60 THOUSAND

51. 51
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
1.3153.1%46.9%-0.2%43.0
MILLION YEARS OLD
67%$29,620100%100%100%

52. 52
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
97%65%78%25%
94%6%3%7%

53. 53
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS.NOTES:PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
1.2797%1.0681%
MILLION MILLION

54. 54
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
1.201.141.201.14
MILLIONMILLIONMILLIONMILLION

55. 55
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
88%10%2%0%

56. 56
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
36.9932.9435%45%17%
MBPSMBPS

57. 57
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
73%23%3%0.03%
-8%+45%-14%[N/A]

58. 58
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.EE6M 06S9.69
YOUTUBE.COM8M 18S4.79
GOOGLE.COM7M 32S8.56
VK.COM 10M 28S4.74
FACEBOOK.COM10M 21S4.00
POSTIMEES.EE9M 11S5.38
DELFI.EE7M 29S4.05
MAIL.RU5M 23S3.63
SWEDBANK.EE7M 08S7.71
GOOGLE.RU5M 50S9.76
WIKIPEDIA.ORG4M 16S3.31
YANDEX.RU5M 21S3.22
ALIEXPRESS.COM14M 15S11.29
BONGACAMS.COM4M 22S2.03
OK.RU 4M 48S2.15
CV.EE 5M 00S4.65
INSTAGRAM.COM5M 23S3.34
OKIDOKI.EE10M 35S9.32
AUTO24.EE10M 46S15.20
REDDIT.COM15M 46S10.05

59. 59
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
53%48%7%39%24%
74%57%13%56%34%

60. 60
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
FACEBOOK 100
GOOGLE 93
DELFI 85
TALLINN 75
TRANSLATE 72
YOUTUBE 66
POSTIMEES 56
ONLINE 40
GOOGLE TRANSLATE31
ÕHTULEHT 29
MAPS 28
SWEDBANK 27
GMAIL 25
YOU 22
EKOOL 21
ILM 19
TÕLGE 18
NETI 18
ПОГОДА 17
GOOGLE MAPS 17

61. 61
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
44%30%10%4%13%

62. 62
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
91%20%34%18%17%

63. 63
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
720.055%600.046%
THOUSAND THOUSAND

64. 64
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
720.0+9%83%54%46%
THOUSAND

65. 65
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 720,00054%46%
13 –1747,0004%3%
18 –24130,0008%9%
25 –34200,00014%14%
35 –44150,00012%10%
45 –5499,0008%6%
55 –6458,0005%3%
65+34,0003%2%
26
60
102
83
59
39
21 21
65
100
70
40
20
12

66. 66
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.05%6.8%0.5%11.2%23.6%

67. 67
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
2.93%2.12%3.22%3.12%2.73%

68. 68
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
320.024%59%41%
THOUSAND

69. 69
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1.0580%1.84141%1.75
MILLION MILLION

70. 70
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1.84141%19%81%79%
MILLION

71. 71
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
78.5374.4374.8787.7177.79

72. 72
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
74%25%38%4%
53%34%6%10%

73. 73
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
98%31%[N/A]64%
33%29%67%60%

74. 74
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$110.2$79.7$12.6$23.8
MILLIONMILLIONMILLIONMILLION
$46.8$43.8$0.8$8.1
MILLIONMILLIONMILLIONMILLION

75. 75
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+14%+11%+30%+23%
+9%+29%+5%+15%

76. 76
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
631.748%$273.2$433
THOUSAND MILLION
+2% +14%+12%

77. 77
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
37%
15%
12%
9%
9%
7%
4%
4%
2%
ONLINE
TELEVISION
IN-STORE
PRESS
DIRECT MAIL
EMAIL
POSTER
OTHER
RADIO

78. 78
FINLAND

79. 79
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN FINLAND
5.535.203.204.522.60
MILLIONMILLIONMILLIONMILLIONMILLION
85%94%58%82%47%

80. 80
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
+1%+14%0%+13%
+75 THOUSAND+400 THOUSAND(UNCHANGED)+300 THOUSAND

81. 81
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
5.5350.7%49.3%+0.3%42.6
MILLION YEARS OLD
85%$43,365100%100%100%

82. 82
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
99%79%85%49%
89%14%2%10%

83. 83
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS.NOTES:PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
5.2094%4.2376%
MILLION MILLION

84. 84
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
5.134.855.114.85
MILLIONMILLIONMILLIONMILLION

85. 85
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
87%11%1%0%

86. 86
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
39.4633.4429%43%25%
MBPSMBPS

87. 87
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
57%36%7%0.17%
-12%+34%-12%+21%

88. 88
JAN
2018SIMILARWEB’SRANKING OF TOP WEBSITES
RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q42017
SOURCE:SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q42017. NOTES:MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
#WEBSITE CATEGORYMONTHLY TRAFFICTIME PER VISITPAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.FISEARCH55,300,000 13M 14S8.9
YOUTUBE.COMTV & VIDEO34,300,000 26M 38S10.3
FACEBOOK.COMSOCIAL29,200,000 15M 01S9.6
GOOGLE.COMSEARCH25,200,000 10M 07S12.5
ILTALEHTI.FINEWS & MEDIA13,100,000 7M 10S4.8
IS.FI NEWS & MEDIA12,400,000 6M 20S4.0
YLE.FI NEWS & MEDIA10,500,000 6M 24S3.9
WIKIPEDIA.ORGREFERENCE10,200,000 5M 08S4.1
REDDIT.COMSOCIAL6,200,000 13M 49S9.9
TWITTER.COMSOCIAL6,100,000 9M 39S6.0

89. 89
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.FI6M 11S10.69
YOUTUBE.COM8M 18S4.79
GOOGLE.COM7M 32S8.56
FACEBOOK.COM10M 21S4.00
REDDIT.COM15M 46S10.05
WIKIPEDIA.ORG4M 16S3.31
VK.COM 10M 28S4.74
ILTALEHTI.FI7M 31S4.15
YLE.FI 4M 27S3.30
TWITCH.TV5M 55S2.91
IS.FI 7M 12S3.75
INSTAGRAM.COM5M 23S3.34
TWITTER.COM6M 21S3.21
LIVE.COM4M 03S3.41
IMGUR.COM2M 40S3.14
TORI.FI11M 31S8.70
NORDEA.FI5M 26S4.74
HS.FI 4M 48S2.72
NETFLIX.COM2M 04S1.79
OP.FI 5M 25S4.91

90. 90
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
58%49%8%38%24%
71%45%12%44%30%

91. 91
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
ILTALEHTI 100
FACEBOOK 80
ILTA 78
ILTA SANOMAT74
YOUTUBE 54
GOOGLE 54
SÄÄ 53
YLE 36
KÄÄNTÄJÄ 34
VEIKKAUS 30
TORI 26
IS 25
ILTASANOMAT 22
FORECA 21
UUTISET 21
GMAIL 21
NETTIAUTO 19
WILMA 19
TV 19
NORDEA 19

92. 92
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
37%33%13%5%12%

93. 93
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
89%37%14%25%34%

94. 94
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
3.2058%2.6047%
MILLION MILLION

95. 95
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
3.20+14%81%52%48%
MILLION

96. 96
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 3,200,00052%48%
13 –17190,0003%3%
18 –24560,0008%9%
25 –34750,00011%12%
35 –44650,00010%10%
45 –54480,0008%7%
55 –64320,0006%4%
65+250,0004%4%
95
263
364
334
263
192
142
91
296
387
316
214
133
112

97. 97
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.19%14.5%34.6%25.1%23.9%

98. 98
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
4.39%4.39%4.61%4.27%3.16%

99. 99
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1.7031%56%44%
MILLION

100. 100
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
4.5282%10.35187%2.29
MILLION MILLION

101. 101
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
10.35187%9%91%87%
MILLION

102. 102
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
83.9081.0584.1089.8480.91

103. 103
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
66%39%44%5%
50%41%3%17%

104. 104
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
100%63%[N/A]75%
63%63%73%78%

105. 105
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$1,422$1,041$455.6$545.5
MILLIONMILLIONMILLIONMILLION
$935.8$792.8$49.8$130.6
MILLIONMILLIONMILLIONMILLION

106. 106
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+13%+9%+11%+12%
+6%+11%+10%+9%

107. 107
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
3.3260%$4.401$1,327
MILLION BILLION
+2% +10%+8%

108. 108
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
25%
20%
20%
15%
5%
4%
3%
3%
2%
DIRECT MAIL
ONLINE
TELEVISION
PRESS
EMAIL
OTHER
POSTER
IN-STORE
RADIO

109. 109
LATVIA

110. 110
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN LATVIA
1.941.590.921.590.74
MILLIONMILLIONMILLIONMILLIONMILLION
67%82%47%82%38%

111. 111
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
-2.3%+15%+0.5%+16%
-38 THOUSAND+120 THOUSAND+8 THOUSAND+100 THOUSAND

112. 112
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
1.9454.1%45.9%-1.0%43.9
MILLION YEARS OLD
67%$25,933100%100%100%

113. 113
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
98%60%70%26%
89%8%3%3%

114. 114
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS.NOTES:PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
1.5982%1.2866%
MILLION MILLION

115. 115
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
1.661.551.491.55
MILLIONMILLIONMILLIONMILLION

116. 116
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
84%11%5%0%

117. 117
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
47.6427.5641%38%17%
MBPSMBPS

118. 118
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
77%20%3%0.04%
-6%+31%-7%-33%

119. 119
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.LV6M 03S8.96
YOUTUBE.COM8M 18S4.79
GOOGLE.COM7M 32S8.56
SS.COM 14M 48S23.80
VK.COM 10M 28S4.74
INBOX.LV11M 05S3.66
DELFI.LV9M 25S5.12
FACEBOOK.COM10M 21S4.00
OK.RU 4M 48S2.15
ALIEXPRESS.COM14M 15S11.29
SWEDBANK.LV7M 23S7.40
GOOGLE.RU5M 50S9.76
YANDEX.RU5M 21S3.22
WIKIPEDIA.ORG4M 16S3.31
TVNET.LV7M 20S4.45
MAIL.RU5M 23S3.63
BONGACAMS.COM4M 22S2.03
KINOZAL.TV7M 15S9.44
DRAUGIEM.LV14M 13S6.34
E-KLASE.LV9M 20S6.50

120. 120
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
36%38%7%33%16%
58%49%15%51%25%

121. 121
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
FACEBOOK 100
YOUTUBE 90
GOOGLE 83
DELFI 68
INBOX 52
ZIŅAS 45
TRANSLATE 45
APOLLO 39
SS 39
TVNET 35
SWEDBANK 34
TULKOTAJS 32
TV 30
ПОГОДА 26
DRAUGIEM 24
SS.LV 24
SATIKSME 24
MAPS 23
KAS JAUNS 22
E KLASE 22

122. 122
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
55%24%9%2%9%

123. 123
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
85%29%23%18%24%

124. 124
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
920.047%740.038%
THOUSAND THOUSAND

125. 125
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
920.0+15%80%55%45%
THOUSAND

126. 126
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 920,00055%45%
13 –1765,0004%3%
18 –24160,0009%9%
25 –34280,00015%15%
35 –44180,00011%9%
45 –54130,0009%5%
55 –6472,0005%2%
65+33,0002%1%
37
81
141
101
79
49
21
27
82
136
84
48
22
12

127. 127
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.11%9.5%8.1%33.3%39.3%

128. 128
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
2.00%3.09%1.19%2.42%6.38%

129. 129
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
450.023%58%42%
THOUSAND

130. 130
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1.5982%2.68138%1.68
MILLION MILLION

131. 131
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
2.68138%31%69%75%
MILLION

132. 132
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
75.1669.1573.6086.3272.65

133. 133
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
58%10%37%5%
49%35%7%11%

134. 134
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
90%22%[N/A]48%
20%24%48%48%

135. 135
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$78.7$98.7$18.9$21.1
MILLIONMILLIONMILLIONMILLION
$66.3$65.5$0.7$6.4
MILLIONMILLIONMILLIONMILLION

136. 136
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+13%+10%+15%+16%
+8%+25%+5%+12%

137. 137
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
0.8845%$283.7$324
MILLION MILLION
+2% +11%+10%

138. 138
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
32%
26%
10%
8%
7%
4%
3%
3%
3%
ONLINE
TELEVISION
EMAIL
PRESS
IN-STORE
POSTER
RADIO
DIRECT MAIL
OTHER

139. 139
LITHUANIA

140. 140
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN LITHUANIA
2.882.281.602.321.40
MILLIONMILLIONMILLIONMILLIONMILLION
67%79%55%81%49%

141. 141
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
-5.1%+7%+0.5%+17%
-122 THOUSAND+100 THOUSAND+11 THOUSAND+200 THOUSAND

142. 142
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
2.8853.9%46.1%-0.5%44.0
MILLION YEARS OLD
67%$29,966100%100%100%

143. 143
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
96%64%70%30%
91%8%3%5%

144. 144
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS.NOTES:PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
2.2879%1.9969%
MILLION MILLION

145. 145
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
2.402.142.202.15
MILLIONMILLIONMILLIONMILLION

146. 146
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
85%12%2%1%

147. 147
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
76.4135.5334%40%20%
MBPSMBPS

148. 148
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
77%21%2%0.03%
-8%+48%-9%+50%

149. 149
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.LT5M 51S8.83
YOUTUBE.COM8M 18S4.79
GOOGLE.COM7M 32S8.56
FACEBOOK.COM10M 21S4.00
DELFI.LT9M 24S4.28
VK.COM 10M 28S4.74
CVBANKAS.LT4M 59S4.40
SKELBIU.LT10M 25S11.20
KASVYKSTA.LT3M 27S2.44
GOOGLE.RU5M 50S9.76
15MIN.LT6M 54S3.02
WIKIPEDIA.ORG4M 16S3.31
ALIEXPRESS.COM14M 15S11.29
SWEDBANK.LT7M 08S8.09
YANDEX.RU5M 21S3.22
LRYTAS.LT8M 55S4.02
MAIL.RU5M 23S3.63
AUTOPLIUS.LT13M 37S9.82
BONGACAMS.COM4M 22S2.03
OK.RU 4M 48S2.15

150. 150
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
44%40%9%37%25%
60%47%13%51%34%

151. 151
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
FACEBOOK 100
DELFI 92
YOUTUBE 62
GOOGLE 45
ORAI 45
VERTEJAS 37
LRYTAS 33
15MIN 32
TAMO 31
AUTOPLIUS 28
SKELBIU 28
GMAIL 27
AUTOGIDAS 26
FB 25
15 22
RYTAS 21
LIETUVOS RYTAS18
GISMETEO 17
SWEDBANK 17
PROGRAMA 15

152. 152
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
52%27%7%2%12%

153. 153
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
87%20%27%14%29%

154. 154
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
1.6055%1.4049%
MILLION MILLION

155. 155
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
1.60+7%88%54%46%
MILLION

156. 156
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 1,600,00054%46%
13 –17100,0003%3%
18 –24340,00010%11%
25 –34440,00013%14%
35 –44300,00010%9%
45 –54220,0009%5%
55 –64130,0006%3%
65+60,0002%1%
55
166
215
166
137
93
37
46
177
226
138
80
41
23

157. 157
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.06%20.9%17.4%32.3%34.7%

158. 158
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
4.46%4.40%5.53%4.42%5.35%

159. 159
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
530.018%59%41%
THOUSAND

160. 160
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
2.3281%3.92136%1.69
MILLION MILLION

161. 161
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
3.92136%36%64%84%
MILLION

162. 162
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
77.6472.7375.7188.1374.87

163. 163
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
55%7%35%4%
47%28%6%9%

164. 164
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
78%10%[N/A]31%
9%12%31%31%

165. 165
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$62.3$154.8$37.0$60.7
MILLIONMILLIONMILLIONMILLION
$194.2$88.3$1.0$11.1
MILLIONMILLIONMILLIONMILLION

166. 166
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+14%+11%+11%+14%
+5%+31%+5%+12%

167. 167
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
1.3246%$509.1$387
MILLION MILLION
+6% +10%+3%

168. 168
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
35%
27%
14%
6%
6%
3%
3%
3%
3%
TELEVISION
ONLINE
IN-STORE
POSTER
PRESS
RADIO
EMAIL
DIRECT MAIL
OTHER

169. 169
NORWAY

170. 170
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN NORWAY
5.335.223.704.183.40
MILLIONMILLIONMILLIONMILLIONMILLION
81%98%69%78%64%

171. 171
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
+1%+6%+2%+6%
+55 THOUSAND+200 THOUSAND+65 THOUSAND+200 THOUSAND

172. 172
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
5.3349.5%50.5%+0.9%39.3
MILLION YEARS OLD
81%$59,385100%100%100%

173. 173
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
97%88%88%57%
90%34%2%16%

174. 174
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS.NOTES:PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
5.2298%4.8090%
MILLION MILLION

175. 175
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
5.315.195.175.19
MILLIONMILLIONMILLIONMILLION

176. 176
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
93%6%1%0%

177. 177
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
76.6861.223%53%22%
MBPSMBPS

178. 178
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
58%33%9%0.11%
-12%+28%+5%-15%

179. 179
JAN
2018SIMILARWEB’SRANKING OF TOP WEBSITES
RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q42017
SOURCE:SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q42017. NOTES:MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
#WEBSITE CATEGORYMONTHLY TRAFFICTIME PER VISITPAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.NOSEARCH79,500,000 12M 21S8.8
YOUTUBE.COMTV & VIDEO60,300,000 26M 22S10.5
FACEBOOK.COMSOCIAL56,700,000 13M 40S10.0
GOOGLE.COMSEARCH39,900,000 10M 35S13.2
VG.NO NEWS & MEDIA21,800,000 33M 06S6.2
NRK.NO NEWS & MEDIA15,600,000 25M 25S5.9
DAGBLADET.NONEWS & MEDIA13,200,000 24M 34S5.8
FINN.NO SHOPPING13,100,000 10M 12S17.6
WIKIPEDIA.ORGREFERENCE13,100,000 4M 51S4.0
REDDIT.COMSOCIAL10,900,000 12M 17S8.3

180. 180
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.NO6M 03S10.07
YOUTUBE.COM8M 18S4.79
FACEBOOK.COM10M 21S4.00
REDDIT.COM15M 46S10.05
GOOGLE.COM7M 32S8.56
VG.NO 11M 00S2.86
WIKIPEDIA.ORG4M 16S3.31
NRK.NO 6M 08S3.69
FINN.NO10M 33S5.06
TWITCH.TV5M 55S2.91
DAGBLADET.NO8M 44S3.20
TWITTER.COM6M 21S3.21
LIVE.COM4M 03S3.41
NETFLIX.COM2M 04S1.79
TV2.NO 7M 22S3.02
IMGUR.COM2M 40S3.14
IMDB.COM3M 30S4.14
PORNHUB.COM8M 29S3.19
INSTAGRAM.COM5M 23S3.34
DNB.NO 6M 53S7.07

181. 181
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
66%69%20%49%27%
73%61%22%52%32%

182. 182
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
GOOGLE 100
VG 76
FACEBOOK 70
YOUTUBE 68
TRANSLATE 61
NRK 53
FINN 40
GOOGLE TRANSLATE32
YOU 31
YR 30
DAGBLADET 26
TV2 25
ONLINE 24
DNB 24
OVERSETTER 24
NORWEGIAN 23
IKEA 21
MAPS 21
1881 21
HOTMAIL 19

183. 183
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
55%26%7%3%9%

184. 184
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
86%40%41%29%39%

185. 185
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
3.7069%3.4064%
MILLION MILLION

186. 186
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
3.70+6%92%50%50%
MILLION

187. 187
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 3,700,00050%50%
13 –17280,0004%4%
18 –24550,0007%8%
25 –34780,00010%11%
35 –44670,0009%9%
45 –54620,0009%8%
55 –64430,0006%5%
65+370,0005%5%
139
257
376
336
317
228
198
139
297
406
336
307
198
168

188. 188
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.06%8.7%8.9%36.7%27.9%

189. 189
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
1.05%2.34%1.47%0.60%1.18%

190. 190
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
2.3043%55%45%
MILLION

191. 191
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
4.1878%6.47121%1.55
MILLION MILLION

192. 192
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
6.47121%13%87%92%
MILLION

193. 193
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
85.4786.9283.3291.0980.88

194. 194
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
58%23%41%7%
58%37%5%24%

195. 195
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
100%67%[N/A]79%
65%69%77%81%

196. 196
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$1.858$1.339$0.567$1.135
BILLIONBILLIONBILLIONBILLION
$1.461$1.161$0.116$0.111
BILLIONBILLIONBILLIONBILLION

197. 197
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+11%+5%+9%+13%
+10%+9%+6%+13%

198. 198
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
3.1058%$6.360$2,055
MILLION BILLION
+2% +10%+7%

199. 199
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
26%
22%
16%
9%
8%
5%
4%
3%
1%
ONLINE
TELEVISION
PRESS
IN-STORE
DIRECT MAIL
EMAIL
OTHER
POSTER
RADIO

200. 200
SWEDEN

201. 201
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
JAN
2018A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL IN SWEDEN
9.959.657.307.856.30
MILLIONMILLIONMILLIONMILLIONMILLION
86%97%73%79%63%

202. 202
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH
SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017SINCE JAN 2017
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE:GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017REPORT.
+5%+11%[N/A]+7%
+432 THOUSAND+700 THOUSAND[N/A]+400 THOUSAND

203. 203
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018POPULATION & ECONOMIC INDICATORS
ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES:UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
9.9549.9%50.1%+0.7%41.1
MILLION YEARS OLD
86%$49,50899%99%99%

204. 204
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION*THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
97%88%92%55%
90%37%3%7%

205. 205
AVERAGE DAILY TIME
SPENT USING THE
INTERNET VIA ANY DEVICE
AVERAGE DAILY TIME
SPENT USING SOCIAL
MEDIA VIA ANY DEVICE
AVERAGE DAILY TV VIEWING TIME
(BROADCAST, STREAMING
AND VIDEO ON DEMAND)
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018TIME SPENT WITH MEDIA
SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
SOURCE:GLOBALWEBINDEX, Q2& Q32017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
NOTE:TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS.
5H 53M1H 56M2H 46M1H 23M

206. 206
BELIEVE THAT NEW
TECHNOLOGIES OFFER MORE
OPPORTUNITIES THAN RISKS
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
BELIEVE DATA PRIVACY
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018ATTITUDES TOWARDS DIGITAL
HOW INTERNET USERS*PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES
USE AN AD-BLOCKING
TOOL TO STOP ADVERTS
BEING DISPLAYED
SOURCES:GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2& Q3, 2017. NOTES:GOOGLE FIGURES BASED ON A SURVEY OF ADULT
INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX
FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS.
58%67%78%41%39%

207. 207
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018INTERNET USE
BASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE
SOURCES:INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES;
REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017.NOTES:GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S.CENSUS BUREAU.
9.6597%8.6086%
MILLION MILLION

208. 208
INTERNET
WORLD STATS
ITU(INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018INTERNET USERS: DIFFERENT PERSPECTIVES
REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES:INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
9.229.109.179.10
MILLIONMILLIONMILLIONMILLION

209. 209
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1731?
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTES: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
91%8%1%0%

210. 210
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018INTERNET CONNECTIONS: SPEED & DEVICES
AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES:OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES:DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
87.1436.8221%50%27%
MBPSMBPS

211. 211
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCES:STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
53%38%9%0.11%
-7%+15%-9%+22%

212. 212
JAN
2018SIMILARWEB’SRANKING OF TOP WEBSITES
RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q42017
SOURCE:SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q42017. NOTES:MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
#WEBSITE CATEGORYMONTHLY TRAFFICTIME PER VISITPAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.SESEARCH112,000,000 13M 00S9.4
YOUTUBE.COMTV & VIDEO83,600,000 27M 38S11.1
FACEBOOK.COMSOCIAL61,400,000 13M 54S9.9
GOOGLE.COMSEARCH60,000,000 11M 45S15.6
WIKIPEDIA.ORGREFERENCE19,600,000 4M 53S4.1
AFTONBLADET.SENEWS & MEDIA16,500,000 5M 35S3.6
REDDIT.COMSOCIAL15,000,000 13M 28S10.0
LIVE.COM EMAIL13,700,000 6M 30S7.9
NETFLIX.COMTV & VIDEO12,900,000 10M 11S4.2
TWITTER.COMSOCIAL12,900,000 9M 36S7.1

213. 213
JAN
2018ALEXA’S RANKING OF TOP WEBSITES
RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
#WEBSITE TIMEPAGES
01
02
03
04
05
06
07
08
09
10
#WEBSITE TIMEPAGES
11
12
13
14
15
16
17
18
19
20
SOURCE:ALEXA, JANUARY 2018. NOTES:‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTIONWHEN VISITING UNKNOWN WEBSITES.
GOOGLE.SE6M 24S10.96
YOUTUBE.COM8M 18S4.79
GOOGLE.COM7M 32S8.56
FACEBOOK.COM10M 21S4.00
REDDIT.COM15M 46S10.05
WIKIPEDIA.ORG4M 16S3.31
TWITCH.TV5M 55S2.91
AFTONBLADET.SE5M 34S3.05
LIVE.COM4M 03S3.41
TWITTER.COM6M 21S3.21
NETFLIX.COM2M 04S1.79
IMDB.COM3M 30S4.14
BLOCKET.SE10M 01S9.43
INSTAGRAM.COM5M 23S3.34
IMGUR.COM2M 40S3.14
PORNHUB.COM8M 29S3.19
EXPRESSEN.SE5M 41S3.07
LIVEJASMIN.COM1M 59S1.44
THEPIRATEBAY.ORG4M 25S6.17
WIKIA.COM5M 49S5.11

214. 214
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018WEEKLY ONLINE ACTIVITIES BY DEVICE
PERCENTAGE OF THE TOTAL POPULATION*ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
69%63%13%45%33%
75%51%15%47%37%

215. 215
JAN
2018TOP GOOGLE SEARCH QUERIES IN 2017
RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
#QUERY INDEX
01
02
03
04
05
06
07
08
09
10
#QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE:GOOGLE TRENDS, JANUARY 2018. NOTES:GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THETOP QUERY).
GOOGLE 100
FACEBOOK 89
STOCKHOLM 87
YOUTUBE 79
AFTONBLADET 79
BLOCKET 56
TRANSLATE 56
TV 51
EXPRESSEN 40
VÄDER 39
SVT 39
IKEA 37
HOTMAIL 37
HEMNET 32
ICA 31
YOU 31
GOOGLE TRANSLATE30
ÖVERSÄTT 29
INSTAGRAM 24
SWEDBANK 24

216. 216
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018FREQUENCY OF WATCHING ONLINE VIDEO
HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1731365X
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY.NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
46%34%10%1%8%

217. 217
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018HOW INTERNET USERS WATCH TELEVISION
COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
88%24%31%34%44%

218. 218
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018SOCIAL MEDIA USE
BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES:FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
7.3073%6.3063%
MILLION MILLION

219. 219
JAN
2018MOST ACTIVE SOCIAL MEDIA PLATFORMS
SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
SOURCE:GLOBALWEBINDEX, Q2& Q32017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES:DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART
OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES
TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THENOTES AT THE END OF THIS REPORT.
81%
76%
59%
54%
34%
29%
28%
26%
25%
23%
20%
14%
YOUTUBE
FACEBOOK
FB MESSENGER
INSTAGRAM
SNAPCHAT
SKYPE
TWITTER
GOOGLE+
WHATSAPP
LINKEDIN
PINTEREST
TWITCH

220. 220
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
JAN
2018FACEBOOK USAGE ANALYSIS
A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
7.30+11%86%50%50%
MILLION

221. 221
AGETOTALFEMALEMALE
TOTAL
13 –17
18 –24
25 –34
35 –44
45 –54
55 –64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERS
A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS
JAN
2018
SOURCE:EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES:THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 –17
YEARS OLD
65+
YEARS OLD
25 –34
YEARS OLD
35 –44
YEARS OLD
45 –54
YEARS OLD
55 –64
YEARS OLD
18 –24
YEARS OLD
AGETOTALFEMALEMALE
TOTAL 7,300,00050%50%
13 –17360,0002%2%
18 –241,200,0008%9%
25 –341,700,00011%12%
35 –441,300,0009%9%
45 –541,200,0008%8%
55 –64820,0006%5%
65+750,0006%5%
178
565
774
659
607
450 418
178
669
879
648
575
366 335

222. 222
JAN
2018AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THEPOST WAS PUBLISHED.
+0.04%11.8%8.3%36.7%31.2%

223. 223
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018AVERAGE FACEBOOK ENGAGEMENT RATES
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE:LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE:ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THEPAGE AT THAT TIME.
2.81%4.09%3.78%2.69%3.99%

224. 224
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
USERS AS A PERCENTAGE
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
JAN
2018INSTAGRAM USAGE ANALYSIS
AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE:EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
4.7047%55%45%
MILLION

225. 225
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018MOBILE USERS vs. MOBILE CONNECTIONS
COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES:UNIQUE MOBILE USERS:GSMAINTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
7.8579%15.19153%1.93
MILLION MILLION

226. 226
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G& 4G)
JAN
2018MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE:NOT UNIQUE INDIVIDUALS)
SOURCE:GSMAINTELLIGENCE, Q42017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
15.19153%21%79%93%
MILLION

227. 227
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018MOBILE CONNECTIVITY INDEX
GSMAINTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
SOURCE:GSMAINTELLIGENCE, Q42017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
83.2178.7482.2887.2784.77

228. 228
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
USING MOBILE BANKING
JAN
2018MOBILE ACTIVITIES
SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
SOURCE:GLOBALWEBINDEX, Q2& Q32017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
NOTE:DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
70%64%45%59%62%

229. 229
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018SMARTPHONE LIFE MANAGEMENT ACTIVITIES
PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
53%27%39%6%
48%32%4%12%

230. 230
JAN
2018TOP APP RANKINGS
RANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
#APP NAMEDEVELOPER / COMPANY
01
02
03
04
05
06
07
08
09
10
RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
#APP NAMEDEVELOPER / COMPANY
01
02
03
04
05
06
07
08
09
10
SOURCE:APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVEREPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
NOTES:RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED
ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.
FACEBOOKFACEBOOK
FACEBOOK MESSENGERFACEBOOK
SPOTIFYSPOTIFY
SWISH PAYMENTSBANKGIROT
INSTAGRAMFACEBOOK
BANKID SÄKERHETSAPPFINANSIELL ID-TEKNIK
WHATSAPP MESSENGERFACEBOOK
SNAPCHATSNAP
SMHI SMHI
BLOCKETB LOCKET
WISH CONTEXTLOGIC
SWISH PAYMENTSBANKGIROT
BANKID SÄKERHETSAPPFINANSIELL ID-TEKNIK
FACEBOOK MESSENGERFACEBOOK
BITMOJISNAP
SNAPCHATSNAP
INSTAGRAMFACEBOOK
SPOTIFYSPOTIFY
FACEBOOKFACEBOOK
KLARNAKLARNA

231. 231
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
MAKING INTERNET PAYMENTS
SOURCE:WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE:FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
100%45%[N/A]75%
42%48%74%75%

232. 232
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
JAN
2018E-COMMERCE ACTIVITIES IN PAST 30 DAYS
SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
SOURCE:GLOBALWEBINDEX, Q2& Q32017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
NOTE:DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
80%81%70%35%35%

233. 233
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE SPEND BY CATEGORY
TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
$3.099$2.138$0.627$1.276
BILLIONBILLIONBILLIONBILLION
$1.683$1.770$0.180$0.211
BILLIONBILLIONBILLIONBILLION

234. 234
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE:FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2BSPEND.
+11%+7%+13%+15%
+8%+10%+8%+10%

235. 235
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE:
JAN
2018E-COMMERCE DETAIL: CONSUMER GOODS
AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE:YEAR-ON-YEAR CHANGE:
SOURCE:STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES:FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2BPRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESSOF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
6.2963%$8.824$1,403
MILLION BILLION
+4% +10%+5%

236. 236
JAN
2018ADVERTISING MEDIA: FIRST AWARENESS
THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS*TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE:GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
22%
17%
17%
12%
11%
6%
6%
4%
1%
TELEVISION
ONLINE
PRESS
IN-STORE
DIRECT MAIL
POSTER
EMAIL
OTHER
RADIO

237. 1
MORE INFORMATION

238. 2
CLICK THE LINKS BELOW TO READ AND DOWNLOAD THE FULL SET OF
2018 GLOBAL DIGITAL REPORTS, AND ACCESS ADDITIONAL INSIGHTS
AND RESOURCES FROM BOTH HOOTSUITEAND WE ARE SOCIAL:
CLICK HERETO ACCESS
HOOTSUITE’S RESOURCES
CLICK HERETO ACCESS
WE ARE SOCIAL’S RESOURCES

239. 3
GlobalWebIndexis the leading provider of audience profiling
data to agencies, publishers and brands worldwide.
Sign up for free: http://www.globalwebindex.net/
SPECIAL THANKS: GLOBALWEBINDEX
90% GLOBAL
COVERAGE
QUARTERLY DATA COLLECTION
ACROSS 42 MARKETS
CROSS-DEVICE
COVERAGE

240. 4
GSMAIntelligenceistheunitwithintheGSMAthathousestheorganisation’sextensive
databaseofmobileoperatorstatistics,forecasts,andindustryreports.GSMAIntelligence’s
datacoverseveryoperatorgroup,networkandMVNOineverycountry–fromAfghanistan
toZimbabwe.Updateddaily,itisthemostaccurateandcompletesetofindustrymetrics
available,comprisingtensofmillionsofindividualdatapoints.
Leadingoperators,vendors,regulators,financialinstitutionsandthird-partyindustry
playersrelyonGSMAIntelligencetosupportstrategicdecision-makingandlong-term
investmentplanning.Thedataisusedasanindustryreferencepointandisfrequently
citedbythemediaandbytheindustryitself.GSMAIntelligence’steamofanalystsand
expertsproduceregularthought-leadingresearchreportsacrossarangeofindustrytopics.
Learn more about GSMAIntelligence at http://www.gsmaintelligence.com
SPECIAL THANKS: GSMAINTELLIGENCE

241. 5
Statista is one of the world’s largest online statistics databases. Its Digital
Market Outlookproducts provide forecasts, detailed market insights, and key
indicators on 8 digital verticals including e-commerce, digital media, advertising,
and smart home with 33 segments across more than 50 regions and countries.
SPECIAL THANKS: STATISTA
78% OF GLOBAL
INTERNET POPULATION
50 DIGITAL
ECONOMIES
90% OF WORLDWIDE
ECONOMIC POWER
MORE THAN 30,000
INTERACTIVE STATISTICS
Learn more about Statista’s Digital Market Outlook at http://www.statista.com/

242. 6
SPECIAL THANKS: LOCOWISE
Locowiseis a social media performance measurement
platform that helps agencies to manage clients,
produce and prove value, and win new business.
CUSTOM REPORT
BUILDER WITH OVER
300 METRICS
CAMPAIGN
ANALYSIS, TRACKING
AND REPORTING
INSIGHTS FROM ALL
YOUR NETWORKS
IN ONE PLACE
PREDICTIVE
METRICS TO DRIVE
FUTURE STRATEGY
Find out more: https://locowise.com/

243. 7
SPECIAL THANKS: SIMILARWEB
SimilarWebis the pioneer of market intelligence and the standard for
understanding the digital world. SimilarWebprovides granular insights
about any website or app across all industries in every region.
WEB
INTELLIGENCE
APP
INTELLIGENCE
GLOBAL
COVERAGE
GRANULAR
ANALYSIS
Find out more: http://similarweb.com/

244. 8
SPECIAL THANKS: APPANNIE
App Annie delivers the most trusted app market data for businesses to
succeed in the global app economy. Over 1 million registered members rely
on App Annie to better understand the app market, and how to improve user
acquisition strategies (paid and ASO), retention, product development to
further grow their businesses, and leverage the opportunities around them.
Find out more: http://www.appannie.com/
1 MILLION
REGISTERED USERS
BEST-IN-CLASS
DATA
COVERAGE ACROSS
150 COUNTRIES
UNPARALLELED
SERVICE & SUPPORT

245. 9
Klearis a big data search engine for influencers. Klear
is trusted by the world’s leading brands and agencies
to help build, scale, and measure influencer programs.
GLOBAL COVERAGE,
DOWN TO CITY LEVEL
500 MILLION
PROFILES
60,000 INFLUENCE
CATEGORIES
FULL INFLUENCER
CAMPAIGN SOLUTION
Find out more: http://klear.com/
SPECIAL THANKS: KLEAR

246. 10
SPECIAL THANKS
We’d also like to offer our thanks to the following data providers for
publishing much of the remaining data included in this year’s reports:
STATCOUNTERGOOGLE ERICSSONOOKLA
Lastly, a big thank you to the The Noun Project, who
supply and inspire the icons we use in these reports.
ALEXA

247. 11
POPULATION DATA: United Nations World Population
Prospects, 2017 Revision; US Census Bureau (accessed
January 2018); United Nations World Urbanization
Prospects, 2014 Revision. Literacy rates from UNESCO
(accessed January 2018). GDP data from World Bank
(accessed January 2018). Median age data from US
Census Bureau (accessed January 2018).
DIGITAL DEVICE OWNERSHIP DATA: Google Consumer
Barometer (accessed January 2018)**.
DIGITAL ATTITUDES DATA:GlobalWebIndex(Q2 & Q3
2017)*; Google Consumer Barometer (accessed
January 2018)**.
INTERNET USER DATA: InternetWorldStats (accessed
January 2018); ITU, Individuals Using the Internet,
2016; Eurostat online database, Individuals – internet
use (accessed January 2018); CIA World Factbook
(accessed January 2018); Northwestern University in
Qatar, Media use in the Middle East, 2017(accessed
January 2018); national government and regulatory
body websites; government officials cited in reputable
media. Mobile internet use data from GlobalWebIndex
(Q2 & Q3 2017)* and extrapolation of data from
Facebook (January 2018). Time spent, and mobile
internet usage and penetration data extrapolated
from GlobalWebIndex (Q2 & Q3 2017)*. Share of web
traffic data from StatCounter (January 2018).
Frequency of internet use data from Google
Consumer Barometer (accessed January 2018)**.
Internet connection speed data from Ookla’sSpeed
Test(December 2017). Website rankings from
SimilarWeb (Q4 2017) and Alexa (December 2017).
Google search query rankings from Google Trends
(data for 12 months to January 2018). Frequency of
use and TV viewing habits from Google Consumer
Barometer (accessed January 2018)**.
SOCIAL MEDIA AND MOBILE SOCIAL MEDIA DATA:
Latest reported monthly active user numbers from
Facebook, Tencent, VKontakte, LINE, Kakao, Google,
Sina, Twitter, Skype, Yahoo!, Viber, Baidu, and Snap,
as quoted directly in company documents, or as
reported by reputable media (all latest data available
at time of publishing in January 2018). Time spent on
social media from GlobalWebIndex (Q2 & Q3 2017)*.
Facebook and Instagram age and gender figures
extrapolated from Facebook data (January 2018).
Facebook reach and engagement data from Locowise;
data represents monthly averages for full-year 2017.
MOBILE PHONE USERS, MOBILE CONNECTIONS, AND
MOBILE BROADBAND DATA: Latest reported global and
national data from GSMA Intelligence (Q4 2017);
extrapolated global data from GSMA Intelligence
(January 2018); Ericsson Mobility Report (November
2017). Usage data extrapolated from GlobalWebIndex
(Q2 & Q3 2017)*; Google Consumer Barometer
(accessed January 2018)**. GSMA Intelligence Mobile
Connectivity Index (accessed January 2018):
http://www.mobileconnectivityindex.com/
Smartphone Life Management Activity data from
Google Consumer Barometer (accessed January
2018). Mobile app rankings and app usage insights
taken from App Annie’s 2017 Retrospective and Why
You Mobile Strategy Needs Apps reports – for more
details, visit http://bit.ly/AppAnnie2017.
E-COMMERCE DATA : Statista Digital Market Outlook,
e-Commerce, e-Travel, and digital media industry
reports (accessed January 2018). For more info, visit
http://www.statista.com. GlobalWebIndex (Q2 & Q3
2017)*; Google Consumer Barometer (accessed
January 2018)**.
FINANCIAL INCLUSION DATA: World Bank Global
Financial Inclusion (accessed January 2018).
NOTES: Some ‘annual growth’ figures ar e calculated
using the data reported in Hootsuite and We Are
Social’s Digital in 2017 report : http://bit.ly/GD2017GO.
*GlobalWebIndex manages a panel of more than 18
million connected consumers, collecting data every
quarter across 40 countries around the world, and
representing 90% of the global internet population.
Visit http://www.globalwebindex.net for more details.
**Google’s Consumer Barometer polls a nationally
representative total population (online & offline) aged
16+ in each country surveyed except in Argentina,
Brazil, China, India, Japan, South Korea, Malaysia,
Mexico, Philippines, Vietnam, and the USA, where the
sample base is aged 18+. For more details, visit
http://www.consumerbarometer.com/ .
DATA SOURCES USED IN THIS REPORT & NOTES ON METHODOLOGIES

248. 12
This report uses data from a wide variety of
sources, including market research agencies,
internet and social media companies,
governments and public bodies, news media,
journalists, and our own internal analysis.
Wherever possible, we’ve prioritised data
sources that provide broader geographical
coverage, in order to minimise the potential
variations between data points, and offer
more reliable comparison across countries.
However, where we believe that an individual
metric provides a more reliable reference,
we’ve used such individual numbers to
ensure the most accurate reporting.
Furthermore, due to differing data collection
and preparation methodologies used by
these organisations, as well as the different
sample periods during which the data were
collected, there may be significant
differences in the reported metrics for similar
data points throughout this report.
In particular, data collected via surveys often
vary from one report to another, even if those
data have been collected by the same
organisation using the same methodology
and approach in each wave.
Similarly, reports of internet user numbers
vary considerably between different sources,
due to the complex nature of collecting this
data. In part, this is because there are fewer
commercial imperatives for governments and
regulators to collect and publish regular
internet user data compared to, for example,
the regular user number updates published
by social media companies, who depend on
such data to sell their products and services.
However, the latest user numbers published
by these companies can be a useful proxy for
the number of internet users in countries
where no other reliable data are available,
because all active social media users must
have an active internet connection in order
to access social media.
Because of this, on occasion, we’ve used the
latest monthly active user data from social
media companies to inform our internet user
numbers, especially in less-developed
economies, where ‘official’ internet user
numbers are published less frequently. As a
result, there are a number of countries in this
report where the number of social media
users equals the number of internet users.
It’s unlikely that 100 percent of internet users
in any given country will use the same social
media platform though, so in cases where
internet and social media user numbers are
the same, it’s likely that the actual number of
internet users will be higher than the number
we’ve reported.
Lastly, in some instances in this year’s report,
metrics may have decreased year-on-year
due to corrections in the source data, actual
declines in user numbers, and changes in the
primary data source we’ve used in our
reporting due to reasons such as increased
reliability, or the non-availability of updated
numbers from previous providers.
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]
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

249. 13
This report has been compiled by We Are
Social Ltd (“We Are Social”) and Hootsuite
Inc. (“Hootsuite”) for informational purposes
only, and relies on data from a wide variety
of sources, including but not limited to public
and private companies, market research
firms, government agencies, NGOs, and
private individuals. While We Are Social and
Hootsuite strive to ensure that all data and
charts contained in this report are, as at the
time of publishing, accurate and up-to-date,
neither We Are Social nor Hootsuite shall be
responsible for any errors or omissions
contained in this report, or for the results
obtained from its use.
All information contained in this report is
provided "as is", with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose. This report
contains data, tables, figures, maps, flags,
analyses and technical notes that relate to
various geographical territories around the
world, however reference to these territories
and any associated elements (including
names and flags) does not imply the
expression of any opinion whatsoever on the
part of We Are Social, Hootsuite or any of the
featured brands, nor any of those
organisations’partners, affiliates, employees
or agents, concerning the legal status of any
country, territory, city or area or of its
authorities, or concerning the delimitation of
its frontiers or boundaries. This report is
provided with the understanding that it does
not constitute professional advice or services
of any kind and should therefore not be
substituted for independent investigations,
thought or judgment.
Accordingly, neither We Are Social, Hootsuite
nor any of the brands or organisations
featured or cited herein, nor any of their
partners, affiliates, group companies,
employees or agents shall, to the fullest
extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive,
incidental, special, consequential, exemplary
or similar loss or damage, or loss or damage
of any kind, suffered by you or anyone else
as a result of any use, action or decision
taken by you or anyone else in any way
connected to this report or the information
contained herein, or the result(s) thereof,
even if advised of the possibility of such loss
or damage.
This report may contain references to third
parties, however this report does not endorse
any such third parties or their products or
services, nor is this report sponsored,
endorsed or associated with such third
parties. Except for those portions of this
report relating to Hootsuite, this report and
any opinions contained herein have been
prepared by We Are Social and have not
been specifically approved or disapproved
by Hootsuite. This report is subject to change
without notice. To ensure you have the most
up-to-date version of this report, please visit
http://bit.ly/GD2018GO
DISCLAIMER AND IMPORTANT NOTES

250. 14
Hootsuite is the most widely used social media
management platform, trusted by more than
16 million people and employees at
80 percent of the Fortune 1000.
Hootsuite's unparalleled expertise, customer insights
at scale, and collaborative ecosystem uniquely help
people and organisations succeed with social.
To learn more, visithttp://www.hootsuite.com.

251. 15
W
e are a global agency. W e deliver world-class
creative
ideas for forward-thinking brands.
We believe
in people before platforms, and the
power of social insight to drive
business value.
We call this s
ocial thinking.
We’re already helping many of the world’s
t
op brands, including adidas, Netflix,
S
amsung, Lavazza, and Google.
If you’d like to learn more
about how we can
help you too, visit http://wearesocial.com.

252. 16
SIMON KEMP
@ESKIMON
[email protected]
KEPIOS.COM