Digital 2023 Global Overview Report (Summary Version) (January 2023) v02

THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2023
SUMMARY
REPORT

Simon Kemp
Chief Analyst
DataReportal
Over the past twelve months, the
world’s digital behaviours have shown
some of the most profound changes
we’ve seen in years, even compared
with “the pandemic years”. And in
fact, our top story in this year’s report
doesn’t relate to digital growth, but
to an overall decline in the amount of
time that each individual spends using
the internet.
It’s important to stress that this decline
doesn’t indicate that the internet is
becoming less important in our lives,
however. Rather, it suggests that
people are becoming more purposeful
in their use of digital technologies,
and are prioritising the quality of
their connected experiences over the
quantity.
Despite the decline in overall time
spent, however, people are actually
spending more time than ever using
social media, and in stark contradiction
to the endless click-bait foretelling an
imminent “demise” of social media,
global user numbers continue to grow.
of these online behaviours to continue
evolving during the course of 2023.
Macroeconomic trends will likely have
the most widespread influence, but
the rise of technologies like generative
AI may also have a profound impact
on the ways we work, rest, and play
online.
If you’d like to explore a more detailed
analysis of this year’s numbers, you’ll
find my complete Digital 2023 review
in this article over on DataReportal, but
click on to the next page here to start
reading our biggest ever collection of
digital stats and trends.
But with that, I’d like to wish you the
very best of luck for your year in digital
in 2023 – here’s to more purposeful
and discerning success for all of us.
over the internet, more people than
ever are buying things online, and
we’re also using an ever wider range
of connected devices.
Mobile phones remain at the centre
of the world’s digital behaviours, with
the typical user now spending more
than five hours per day interacting with
their smartphone. However, computers
continue to play an essential role in
the world’s digital activities, and these
devices still account for more than half
of all connected time across countries
in Northern America and Western
Europe.
We’ve also seen some of the “hottest”
digital trends cool over recent months,
with rising economic challenges and
a series of scandals unwinding much
of the recent growth in areas such as
cryptocurrencies and NFTs.
But with the latest trends revealing
that internet users everywhere are
becoming more discerning in their use
of connected tech, we can expect all
We’ve seen some important revisions
in the advertising reach figures
published by individual platforms
though, so marketers will want to pay
close attention to the latest numbers,
to ensure they’re making the best
informed decisions. Moreover, we’ve
got some great insights into how the
audiences of each platform overlap, as
well as what people are actually doing
on these platforms.
For example, one of the most intriguing
stories in that data is how social
media’s role in search is evolving,
with ever more people turning to
social platforms to find information
and discover new things. There’s been
plenty of evolution in the world’s
broader search behaviours too, and
some of those changes may come as a
surprise.
The world isn’t just going online to find
information though, even if that remains
the primary reason why people use the
internet today. We’re also spending
more time than ever streaming content
THE CHANGING WORLD OF DIGITAL IN 2023

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

THIS IS A SUMMARY REPORT
SlideShare’s upload restrictions prevented us from squeezing all of this year’s
content into this embed. You’ll find close to 300 slides of essential content in
here, but if you’d like to read the complete report – and our extensive analysis
of what all of these numbers might mean for you – scan the QR code on the
left, or click the button below to visit our reports website at DataReportal.com
VISIT DATAREPORTAL

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

8
8.01 5.44 5.16 4.76
BILLION BILLION BILLION BILLION
57.2% 68.0% 64.4% 59.4%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY
NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS.
GLOBAL OVERVIEW
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
JAN
2023

9
+0.8% +3.2% +1.9% +3.0%
+67 MILLION +168 MILLION +98 MILLION +137 MILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE
DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY
NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS.
GLOBAL OVERVIEW
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
JAN
2023

Meltwater Insights
Our 2023 Marketing Trends guide provides a glimpse at
what the next generation of digital marketing has to offer.
Global Overview
Thanks in part to Gen-Z’s love of subtitles,
closed-captions are now a regular sight in
short-form video content across the internet.
Social platforms are continuing to invest
in those and other accessibility features,
but there’s still a long way to go. A 2022
Business Disability Forum survey of disabled
consumers found that 42% of respondents
couldn’t complete an online purchase
because of inaccessible websites or apps.
Short-form video is here to stay. And though
what qualifies as “short” varies, easily-
digestible video content remains a priority
for social platforms.
Marketers: Now is the time to embrace
short-form video and experiment with length
and new platform features, especially as
social commerce gains even more traction
in 2023.
The death of third-party cookies is imminent.
Until then, marketers need to spend 2023
overhauling their performance metrics.
Expect widespread shifts to gathering first-
party data and using contextual marketing.
Understanding who your audience is, where
they are active online, and how they interact
with your brand across the web is going to be
an important part of strategy building in 2023
and beyond.
Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility
Want to make the most of rising marketing trends?
Download our 2023 Marketing Trends guide.
PARTNER CONTENT

Last year, we emerged from the pandemic into a new online landscape. IRL and URL
life were already impossibly entangled, and much was on the horizon: metaverses in
which to while away our days, NFTs to deck the walls of digital houses, crypto wallets
for paying for goods and services in virtual malls. But this year, what was cracked has
now shattered into many segmented realities. An accurate vision of the future is now
less like looking through a telescope, more like looking through a kaleidoscope: it’s
coming through as several diverse fragments, not one single perspective.
In this fragmented space, online factions are carving out their own customs, niches,
and territories – their own marginal worlds that have the power to become the
mainstream.
On a social level, gone are the days of feeds clustered around friends and family – here
are the days of For You Pages guided by individual interests. On a cultural level, gone is
the universal watercooler chat dictated by shared popular culture – today’s agenda is
set by ever-more niche and transient corners of the internet. And on a personal level,
identities are more layered and ﬂuid than ever before, more like an ‘avatar du jour’ than
a static understanding of self.
In the eighth issue of our annual report Think Forward, we unpick the complex and
ever-changing web of digital culture and behaviour, and explore the role brands can
play in reﬂecting and shaping it.
T H E T R E N D S
1. TEXTURED DISCOVERY
PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE
EXPLORATORY
2.COLLAPSING NARRATIVES
STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING
ESTABLISHED STRUCTURES
3. MARGIN-CHASERS
ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC,
GAINING TRACTION AND CUTTING THROUGH
4. NEW COOPERATIVES
THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS
EGO-DRIVEN COMMUNITIES
5. EXPANDING IDENTITIES
VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE
AND EXPANSIVE
WE ARE SOCIAL
FRAGMENTED FUTURES
THINK FORWARD 2023
FIND OUT MORE IN
THINK FORWARD 2023 >
PARTNER CONTENT

13
57.2% 61.6 86.7% 83.3% 90.1%
8.01 49.7% 50.3% +0.8% 30.4
BILLION +67 MILLION
URBAN
POPULATION
POPULATION DENSITY
(PEOPLE PER KM2
)
OVERALL LITERACY
(ADULTS AGED 15+)
FEMALE LITERACY
(ADULTS AGED 15+)
MALE LITERACY
(ADULTS AGED 15+)
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
YEAR-ON-YEAR CHANGE
IN TOTAL POPULATION
MEDIAN AGE OF
THE POPULATION
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS.
GLOBAL OVERVIEW
DEMOGRAPHICS AND OTHER KEY INDICATORS
POPULATION ESSENTIALS
JAN
2023

14
7,206 7,295 7,383 7,470 7,557 7,643 7,725 7,805 7,877 7,942 8,009
+1.2% +1.2% +1.2% +1.2% +1.1% +1.1% +1.0% +0.9% +0.8% +0.8%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCES: UNITED NATIONS; KEPIOS ANALYSIS.
GLOBAL OVERVIEW
THE GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE
GLOBAL POPULATION OVER TIME
JAN
2023
DATAREPORTAL

15
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.6%
8.5%
20.8%
25.2%
1.0%
0.9%
6.0%
2.5%
5.4%
3.3%
3.6%
1.9%
1.3%
2.4%
5.5%
0.6%
2.2%
4.7%
3.7%
SOURCES: UNITED NATIONS; KEPIOS ANALYSIS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
GLOBAL OVERVIEW
THE NUMBER OF PEOPLE LIVING IN EACH REGION AS A PERCENTAGE OF THE TOTAL GLOBAL POPULATION
SHARE OF THE GLOBAL POPULATION BY REGION
JAN
2023

16
20.3% 29.9% 16.5% 16.4% 5.6%
[UNCHANGED] +9.1% (+250 BPS) +6.5% (+100 BPS) +16.3% (+230 BPS) +16.7% (+80 BPS)
96.2% 95.9% 7.9% 58.0% 33.7%
-0.4% (-40 BPS) -0.3% (-30 BPS) -10.2% (-90 BPS) -8.1% (-510 BPS) -3.2% (-110 BPS)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
GAMES
CONSOLE
SMART WATCH OR
SMART WRISTBAND
TV STREAMING
DEVICE
SMART HOME
DEVICE
VIRTUAL REALITY
DEVICE
ANY KIND OF
MOBILE PHONE
SMART
PHONE
FEATURE
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
DEVICE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES
REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE
ABSOLUTE CHANGE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP
JAN
2023

17
1H 38M 0H 59M 1H 02M 1H 14M
+5.4% (+5 MINS) -3.3% (-2 MINS) +12.7% (+7 MINS) +2.8% (+2 MINS)
6H 37M 3H 23M 2H 31M 2H 10M
-4.8% (-20 MINS) +1.5% (+3 MINS) +2.0% (+3 MINS) +7.4% (+9 MINS)
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT USING
A GAMES CONSOLE
TIME SPENT USING
THE INTERNET
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT
MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS
INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
GLOBAL OVERVIEW
THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
DAILY TIME SPENT WITH MEDIA
JAN
2023

19
6H 37M 92.3% 65.6% 78.3% 45.8%
YOY: -4.8% (-20M) YOY: +0.2% (+20 BPS) YOY: -7.9% (-560 BPS)
5.16 64.4% +1.9% 61.6% 67.2%
BILLION YOY: +1.1% (+70 BPS) +98 MILLION YOY: +1.4% (+87 BPS) YOY: +0.8% (+53 BPS)
AVERAGE DAILY TIME
SPENT USING THE INTERNET
BY EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE DEVICES
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA COMPUTERS AND TABLETS
PERCENTAGE OF THE
TOTAL URBAN POPULATION
THAT USES THE INTERNET
PERCENTAGE OF THE
TOTAL RURAL POPULATION
TOTAL
INTERNET
USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
YEAR-ON-YEAR CHANGE
IN THE TOTAL NUMBER
OF INTERNET USERS
PERCENTAGE OF THE
TOTAL FEMALE POPULATION
PERCENTAGE OF THE
TOTAL MALE POPULATION
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT
AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”.
PERCENTAGE CHANGE FIGURES IN THE BOTTOM ROWS OF DATA SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE.
COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE
OVERVIEW OF INTERNET USE
JAN
2023

GWI’s top trends for 2023
The world
wide ebb
Time spent online has hit a ceiling,
a potential side-effect of growing
distrust in the things we see on
the web and their impact on our
wellbeing. The way we view the
internet has also changed; it’s
become more entertainment-based
and less functional. As heads turn to
Web3 and social platforms adjust to
a post-TikTok world, our data gives
us an idea of what to expect, and
what to do about it.
drop in the number who say
finding information is an
important reason for using
the internet since Q3 2018
-14%
As seen on
social media
The way we search for products is
shifting. The number of consumers
doing their brand research on social
media has shot up since 2015, with
fewer relying on search engines.
This has big implications for many
retailers, who need to rethink their
approach to succeeding online.
Younger audiences in particular
increasingly want to be inspired
when browsing, rather than
directed to a list of items.
of impulse buyers make
unplanned purchases
because they enjoy
discovering new things
36%
You, me, and my
avatar in Web3
No “true” metaverse exists yet,
but consumers and brands are
experimenting in online spaces like
Roblox, Fortnite, and The Sandbox.
These help us understand what the
metaverse could eventually be, and
its huge disruptive potential. But
building a truly open world means
creating an environment for self-
expression, and early metaverse
adopters have a key role to play in
defining this landscape.
of those interested in creating
an avatar say they’d want
to customize its physical
appearance
62%
Live a little
Past recessions have shown that
people often seek small luxuries
during hard times. But none of these
downturns followed a time of such
severe restrictions, which means
pent-up demand is especially high
right now. We asked consumers
what products or services they’d
treat themselves to on a limited
budget, and the answers they gave
shed light on where their spending
might be headed in 2023.
of consumers say they
would treat themselves
to clothing if they were on
a limited budget
23%
Buy now, save
the planet later
In many of the countries we track,
sustainability-related trend lines
are pointing down; this includes
interest in environmental issues, self-
reported recycling, and willingness
to spend more on eco-friendly
products. People are struggling to
find the means or headspace to live
and demand a more sustainable
lifestyle, which is why consumer
sentiment shouldn’t be the main
incentive for industry action.
drop in the number of global
consumers who say they expect
brands to be eco-friendly since
Q3 2019
-13%
Learn more
PARTNER CONTENT

21
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2.6
4.2
6.8
9.8
20.1
38.7
72.0
116
180
272
396
499
668
761
899
1,004
1,116
1,288
1,460
1,655
1,908
2,130
2,355
2,534
2,800
3,004
3,423
3,679
3,977
4,335
4,627
4,962
5,060
5,158
AUTHORITIES; UNITED NATIONS. NOTES: THE TIME REQUIRED TO COLLECT, PROCESS, AND REPORT INTERNET USER RESEARCH DATA MAY MEAN THAT USER FIGURES AND GROWTH TRENDS FOR RECENT PERIODS
UNDER-REPRESENT ACTUAL VALUES. SEE NOTES ON DATA FOR FURTHER DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN
PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
NUMBER OF INTERNET USERS BY YEAR (IN MILLIONS)
INTERNET USERS: TIMELINE
FIRST WEBSITE
06 AUG 1991
JAN
2023
DATAREPORTAL

22
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
79.4%
75.6%
74.3%
47.4%
72.5%
70.6%
23.1%
27.9%
48.0%
65.9%
86.9%
88.4%
97.4%
93.5%
80.6%
68.4%
74.9%
92.0%
75.3%
64.4%
AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME
SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2023

23
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.7%
10.0%
24.0%
18.5%
1.1%
0.9%
2.1%
1.1%
4.0%
3.3%
4.9%
2.6%
2.0%
3.5%
6.8%
0.6%
2.6%
6.7%
4.3%
AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES.
ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS
SHARE OF GLOBAL INTERNET USERS
JAN
2023

24
99.0%
99.0%
99.0%
99.0%
98.4%
98.1%
97.8%
97.6%
97.2%
96.9%
96.8%
96.2%
95.9%
95.5%
94.9%
94.5%
94.2%
93.8%
93.1%
93.1%
92.6%
91.8%
91.6%
90.7%
90.3%
90.2%
88.9%
88.4%
88.2%
88.1%
87.2%
86.1%
85.3%
85.1%
84.3%
84.0%
83.4%
82.9%
79.1%
78.6%
77.0%
75.7%
73.7%
73.1%
72.3%
72.2%
68.2%
64.4%
55.4%
48.7%
32.7%
IRELAND
U.A.E.
SWITZERLAND
DENMARK
U.K.
SOUTH
KOREA
SWEDEN
SINGAPORE
MALAYSIA
AUSTRALIA
NEW
ZEALAND
NETHERLANDS
SPAIN
BELGIUM
AUSTRIA
CANADA
HONG
KONG
GERMANY
FRANCE
U.S.A.
CZECHIA
TAIWAN
ISRAEL
CHILE
ROMANIA
POLAND
RUSSIA
MOROCCO
ARGENTINA
ITALY
THAILAND
PORTUGAL
BRAZIL
GREECE
TURKEY
JAPAN
VIETNAM
MEXICO
INDONESIA
COLOMBIA
CHINA
PHILIPPINES
SOUTH
AFRICA
EGYPT
GHANA
WORLDWIDE
NIGERIA
INDIA
KENYA
SAUDI
ARABIA
NORWAY
AUTHORITIES; UNITED NATIONS. NOTE: VALUES HAVE BEEN CAPPED AT 99% OF THE TOTAL POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT
SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
JAN
2023
DATAREPORTAL

25
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
TOTAL
9.3
166.7
426.6
1,061.3
21.4
20.3
368.2
143.4
225.7
89.3
37.8
17.5
2.8
12.6
84.8
14.0
45.2
30.2
73.1
2,850
AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME
SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
NUMBER OF PEOPLE (IN MILLIONS) WHO DO NOT USE THE INTERNET
UNCONNECTED POPULATIONS
JAN
2023

26
06:09
06:23 06:19 06:29
06:46 06:48 06:38
06:55 06:57
06:37
+3.8% -1.0% +2.6% +4.4% +0.5% -2.5% +4.3% +0.5% -4.8%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: GWI (Q3 2013 TO Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY
DAILY TIME SPENT USING THE INTERNET (YOY)
JAN
2023
DATAREPORTAL

27
09:38
09:32
09:14
09:01
09:01
08:36
08:07
08:06
08:06
07:57
07:42
07:41
07:37
07:29
07:24
07:20
07:14
07:08
07:03
06:59
06:59
06:42
06:37
06:35
06:26
06:23
06:23
06:13
06:12
06:02
06:00
05:59
05:55
05:51
05:47
05:46
05:45
05:38
05:27
05:27
05:26
05:25
05:22
05:21
05:12
04:58
03:45
SOUTH
AFRICA
BRAZIL
PHILIPPINES
ARGENTINA
COLOMBIA
CHILE
MEXICO
MALAYSIA
THAILAND
RUSSIA
INDONESIA
EGYPT
PORTUGAL
U.A.E.
TURKEY
SAUDI
ARABIA
TAIWAN
ISRAEL
ROMANIA
U.S.A.
SINGAPORE
POLAND
WORLDWIDE
CANADA
HONG
KONG
INDIA
VIETNAM
CZECHIA
NEW
ZEALAND
SWEDEN
GREECE
IRELAND
ITALY
AUSTRALIA
U.K.
NORWAY
SPAIN
SWITZERLAND
BELGIUM
NETHERLANDS
FRANCE
CHINA
AUSTRIA
SOUTH
KOREA
GERMANY
DENMARK
JAPAN
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
JAN
2023
DATAREPORTAL

28
07:28
07:08
06:30
06:04
05:19
07:09 06:56
06:25
05:54
05:13
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
JAN
2023
DATAREPORTAL

29
59.1% 28.6% 31.9% 15.4% 12.7%
-8.4% (-540 BPS) -2.7% (-80 BPS) +4.9% (+150 BPS) +11.6% (+160 BPS) +0.8% (+10 BPS)
92.3% 65.6% 91.0% 5.2% 27.3%
+0.2% (+20 BPS) -7.9% (-560 BPS) +0.3% (+30 BPS) +4.0% (+20 BPS) -3.2% (-90 BPS)
PERSONAL LAPTOP
OR DESKTOP
WORK LAPTOP
OR DESKTOP
CONNECTED
TELEVISION
SMART HOME
DEVICE
GAMES
CONSOLE
MOBILE
PHONE (ANY)
LAPTOP OR
DESKTOP (ANY)
SMART
PHONE
FEATURE
PHONE
TABLET
DEVICE
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES
USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER.
PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET
DEVICES USED TO ACCESS THE INTERNET
JAN
2023

30
100.0%
98.3%
97.6%
97.5%
97.3%
97.1%
96.8%
95.9%
95.4%
95.4%
95.3%
95.1%
95.1%
94.8%
94.5%
94.5%
94.3%
94.0%
94.0%
94.0%
93.9%
93.6%
93.6%
93.1%
92.7%
92.3%
92.1%
91.8%
91.6%
91.5%
91.4%
91.1%
90.8%
90.7%
90.6%
90.6%
90.5%
90.0%
89.7%
89.5%
88.9%
88.9%
88.8%
88.7%
88.6%
88.4%
87.4%
87.0%
86.0%
85.8%
85.4%
MOROCCO
INDONESIA
SOUTH
AFRICA
NIGERIA
PHILIPPINES
BRAZIL
KENYA
MEXICO
CHILE
PORTUGAL
THAILAND
MALAYSIA
ROMANIA
COLOMBIA
ARGENTINA
VIETNAM
TURKEY
EGYPT
GREECE
ITALY
SAUDI
ARABIA
POLAND
SOUTH
KOREA
GHANA
SPAIN
WORLDWIDE
RUSSIA
IRELAND
JAPAN
TAIWAN
U.A.E.
CZECHIA
HONG
KONG
U.S.A.
CHINA
INDIA
ISRAEL
SWEDEN
DENMARK
SINGAPORE
AUSTRIA
U.K.
NETHERLANDS
GERMANY
FRANCE
NORWAY
SWITZERLAND
NEW
ZEALAND
CANADA
BELGIUM
AUSTRALIA
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: USERS MAY ALSO USE OTHER DEVICES
TO ACCESS THE INTERNET.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A SMARTPHONE OR A FEATURE PHONE TO ACCESS THE INTERNET
USING MOBILE PHONES TO ACCESS THE INTERNET
JAN
2023
DATAREPORTAL

31
92.7% 93.6% 94.7% 93.9%
90.6%
91.1% 91.1% 92.7% 91.3% 90.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: USERS MAY ALSO USE OTHER DEVICES
TO ACCESS THE INTERNET.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A SMARTPHONE OR A FEATURE PHONE TO ACCESS THE INTERNET
USING MOBILE PHONES TO ACCESS THE INTERNET
JAN
2023
DATAREPORTAL

gsmaintelligence.com @GSMAi
70% 56% 5%
GSMA assessed connectivity trends for
adults aged 18+ and found that 70% used
mobile internet at the end of 2021. This
analysis is important because adoption
estimates based on total population can
be biased against countries with very
young populations. Nevertheless, even
when looking at adults only, almost
one-third of adults remain unconnected,
while in some regions, for example
Africa, it is much higher.
For the first time, the cost of 1GB of
monthly data is less than 2% of monthly
income in more than half of low- and
middle-income countries (LMICs). With
the exception of Sub-Saharan Africa,
more than half of LMICs of each region
achieved this target in 2021. However,
affordability remains a challenge for
the poorest population segments, while
handset affordability remains
unchanged.
At the end of 2021, the coverage gap -
those living in areas without mobile
broadband coverage – represented 5%
of the world’s population, or around
400 million people. The coverage gap
has only reduced by 1 percentage point
per year between 2018 and 2021,
showing how challenging it is to cover
the remaining uncovered populations,
who are predominantly poor and rural.
GSMA Intelligence is the definitive source of insights, forecasts and research for the mobile industry
Get our full report “The State of Mobile Internet Connectivity 2022”.
State of Mobile Internet Connectivity 2022
PARTNER CONTENT

33
84.9%
84.0%
83.7%
82.2%
81.8%
81.6%
80.5%
79.9%
79.5%
79.5%
79.2%
78.9%
78.8%
78.1%
77.9%
77.4%
77.3%
77.2%
77.1%
77.0%
76.6%
76.1%
75.5%
74.8%
74.7%
74.6%
74.1%
73.7%
73.6%
73.4%
72.6%
72.0%
70.4%
68.4%
68.1%
67.8%
67.7%
65.9%
65.6%
64.8%
62.3%
60.7%
59.1%
57.6%
56.2%
54.0%
48.5%
47.6%
42.6%
36.7%
25.6%
CZECHIA
POLAND
SWITZERLAND
PORTUGAL
AUSTRIA
CANADA
BELGIUM
RUSSIA
ISRAEL
SINGAPORE
NETHERLANDS
NEW
ZEALAND
SOUTH
AFRICA
SPAIN
GERMANY
AUSTRALIA
ITALY
CHILE
FRANCE
ARGENTINA
GREECE
DENMARK
SOUTH
KOREA
U.S.A.
U.A.E.
U.K.
TAIWAN
MALAYSIA
IRELAND
SWEDEN
HONG
KONG
COLOMBIA
MEXICO
NORWAY
ROMANIA
VIETNAM
BRAZIL
CHINA
WORLDWIDE
PHILIPPINES
TURKEY
INDONESIA
SAUDI
ARABIA
INDIA
JAPAN
MOROCCO
EGYPT
THAILAND
KENYA
GHANA
NIGERIA
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: INCLUDES USERS WHO ACCESS
THE INTERNET VIA A LAPTOP OR COMPUTER OF THEIR OWN, AS WELL AS USERS WHO ACCESS THE INTERNET VIA A LAPTOP OR DESKTOP COMPUTER PROVIDED BY THEIR PLACE OF WORK. USERS MAY ALSO USE
OTHER DEVICES TO ACCESS THE INTERNET.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A LAPTOP OR A DESKTOP COMPUTER TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET
JAN
2023
DATAREPORTAL

34
60.0%
65.2% 65.9% 64.2% 64.1%
60.5%
66.4%
69.2% 71.5%
73.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: INCLUDES USERS WHO ACCESS
THE INTERNET VIA A LAPTOP OR COMPUTER OF THEIR OWN, AS WELL AS USERS WHO ACCESS THE INTERNET VIA A LAPTOP OR DESKTOP COMPUTER PROVIDED BY THEIR PLACE OF WORK. USERS MAY ALSO USE
OTHER DEVICES TO ACCESS THE INTERNET.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A LAPTOP OR A DESKTOP COMPUTER TO ACCESS THE INTERNET
USING COMPUTERS TO ACCESS THE INTERNET
JAN
2023
DATAREPORTAL

35
MOBILES:
27.4%
MOBILES:
33.2%
MOBILES:
37.7%
MOBILES:
39.1%
MOBILES:
45.6%
MOBILES:
49.5%
MOBILES:
50.8%
MOBILES:
52.8%
MOBILES:
53.5%
MOBILES:
56.9%
COMPUTERS:
72.6%
COMPUTERS:
66.8%
COMPUTERS:
62.3%
COMPUTERS:
60.9%
COMPUTERS:
54.4%
COMPUTERS:
50.5%
COMPUTERS:
49.2%
COMPUTERS:
47.2%
COMPUTERS:
46.5%
COMPUTERS:
43.1%
+21.1% +13.8% +3.6% +16.6% +8.7% +2.5% +4.0% +1.3% +6.5%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: GWI (Q3 2013 TO Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILES” INCLUDES
SMARTPHONES AND FEATURE PHONES. “COMPUTERS” INCLUDES LAPTOPS, DESKTOPS, AND TABLET DEVICES. PERCENTAGES IN THE WHITE CIRCLES SHOW THE RELATIVE CHANGE IN MOBILE’S SHARE OF TOTAL
INTERNET TIME vs. THE PREVIOUS PERIOD.
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON EACH DEVICE AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
SHARE OF DAILY INTERNET TIME BY DEVICE (YOY)
JAN
2023
DATAREPORTAL

36
33.97 +17.0% 74.54 +28.5%
9.34 +9.5% 31.75 +30.8%
28 -3.4% 10 0%
MEDIAN SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
MEDIAN SPEED OF MOBILE
INTERNET CONNECTIONS
MEDIAN SPEED OF
FIXED INTERNET
CONNECTIONS
MEDIAN SPEED OF FIXED
INTERNET CONNECTIONS
LATENCY (MS) LATENCY LATENCY (MS) LATENCY
UPLOAD (MBPS) UPLOAD UPLOAD (MBPS) UPLOAD
DOWNLOAD (MBPS) DOWNLOAD DOWNLOAD (MBPS) DOWNLOAD
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD AND UPLOAD SPEEDS IN MEGABITS PER SECOND, AND MEDIAN CONNECTION LATENCY IN MILLISECONDS IN NOVEMBER 2022. TIP: A
NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER LATENCY SHOULD RESULT IN FASTER CONTENT DELIVERY. COMPARABILITY: FIGURES PUBLISHED IN
PREVIOUS REPORTS IN THIS SERIES FEATURED MEAN CONNECTION SPEED VALUES, WHEREAS WE NOW FEATURE MEDIAN VALUES. CONSEQUENTLY, VALUES SHOWN HERE ARE NOT COMPARABLE WITH VALUES
SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS
INTERNET CONNECTION SPEEDS
JAN
2023

37
139.41
131.54
118.76
113.44
109.40
109.06
90.49
86.01
85.64
82.68
77.36
74.83
72.18
68.04
62.95
61.40
61.19
59.66
56.64
56.51
56.18
56.18
46.02
44.46
41.09
40.92
40.92
39.59
39.25
37.85
36.70
36.34
36.07
33.97
33.36
31.93
31.65
27.18
25.85
24.84
24.07
24.04
22.17
22.17
21.73
20.41
19.84
18.26
17.27
10.82
7.90
U.A.E.
NORWAY
SOUTH
KOREA
DENMARK
CHINA
NETHERLANDS
SAUDI
ARABIA
AUSTRALIA
SWEDEN
CANADA
SWITZERLAND
U.S.A.
SINGAPORE
TAIWAN
PORTUGAL
GREECE
AUSTRIA
FRANCE
NEW
ZEALAND
HONG
KONG
BELGIUM
GERMANY
U.K.
CZECHIA
ROMANIA
JAPAN
POLAND
VIETNAM
ITALY
THAILAND
SOUTH
AFRICA
MALAYSIA
SPAIN
WORLDWIDE
BRAZIL
TURKEY
MOROCCO
ISRAEL
CHILE
IRELAND
MEXICO
PHILIPPINES
ARGENTINA
EGYPT
RUSSIA
KENYA
NIGERIA
INDIA
INDONESIA
COLOMBIA
GHANA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2022. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN PREVIOUS
REPORTS IN THIS SERIES USED MEAN VALUES (RATHER THAN MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH THOSE SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS (IN MBPS)
MOBILE INTERNET CONNECTION SPEEDS
JAN
2023
DATAREPORTAL

38
216.46
214.58
214.23
205.63
194.35
189.48
188.35
186.76
170.25
166.78
150.32
150.15
144.78
136.87
133.18
124.14
120.82
119.06
111.55
107.83
97.52
95.95
95.66
95.34
91.50
89.61
88.12
86.70
81.42
80.69
80.27
77.91
74.92
74.54
73.21
67.23
60.25
60.12
53.06
52.78
49.91
49.09
45.79
42.79
40.12
31.86
27.70
24.32
17.97
11.84
9.60
CHILE
CHINA
SINGAPORE
THAILAND
HONG
KONG
U.S.A.
DENMARK
U.A.E.
ROMANIA
SPAIN
JAPAN
FRANCE
SWITZERLAND
CANADA
NEW
ZEALAND
TAIWAN
NETHERLANDS
PORTUGAL
NORWAY
SWEDEN
BRAZIL
POLAND
ISRAEL
SOUTH
KOREA
MALAYSIA
COLOMBIA
SAUDI
ARABIA
BELGIUM
PHILIPPINES
GERMANY
VIETNAM
IRELAND
RUSSIA
WORLDWIDE
U.K.
AUSTRIA
ARGENTINA
ITALY
AUSTRALIA
CZECHIA
MEXICO
INDIA
EGYPT
GREECE
SOUTH
AFRICA
TURKEY
GHANA
INDONESIA
MOROCCO
NIGERIA
KENYA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN NOVEMBER 2022. COMPARABILITY: VERSIONS OF THIS CHART THAT FEATURED IN PREVIOUS
REPORTS IN THIS SERIES USED MEAN VALUES (RATHER THAN MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH THOSE SHOWN IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
MEDIAN DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS (IN MBPS)
FIXED INTERNET CONNECTION SPEEDS
JAN
2023
DATAREPORTAL

Meltwater Insights
The social listening data around why we go online
Internet Use
What’s the streaming series everyone’s
talking about? Who sings that hit song
and are they on tour? What’s behind
the latest craze that popped up out of
nowhere? The internet has always been
informative and has only gotten more
immediate with time.
When inflation and supply chain issues
began shifting how the world eats, food-
lovers turned to social media platforms to
document and discuss the changes.
The rise in Twitter conversations about
the costs of food and value of fine dining
highlights the internet as a place to find
mutual understanding.
period-over-period change in Twitter
conversations about the cost of food.
+46% 91%
+6,024%
of luxury fashion netizens make purchases
influenced by social media, compared to
67% of the global general public.
period-over-period change in Twitter
conversations about the metaverse
and sports.
From runway show stills to “get ready with
me” (aka GRWM) shorts, fashion netizens
are experts at finding, creating, and
sharing style inspiration online.
They, like many consumers, scroll their
feeds looking for “tour guides” for their
interests.
Social listening data gives marketers
endless ways to meet their curiosity.
Community and commiseration Guidance and influence Context and information
Looking to connect with your audience? Learn how
Meltwater can help you leverage social listening.
PARTNER CONTENT

40
57.8%
53.7%
50.9%
49.7%
47.6%
44.3%
43.4%
43.2%
41.0%
38.3%
36.4%
34.7%
33.7%
30.5%
29.0%
28.9%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP TO DATE WITH NEWS AND EVENTS
WATCHING VIDEOS, TV SHOWS OR MOVIES
RESEARCHING HOW TO DO THINGS
FINDING NEW IDEAS OR INSPIRATION
RESEARCHING PRODUCTS AND BRANDS
ACCESSING AND LISTENING TO MUSIC
FILLING UP SPARE TIME AND GENERAL BROWSING
EDUCATION AND STUDY-RELATED PURPOSES
RESEARCHING PLACES AND VACATIONS AND TRAVEL
RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS
MANAGING FINANCES AND SAVINGS
GAMING
MEETING NEW PEOPLE AND MAKING NEW CONNECTIONS
BUSINESS-RELATED RESEARCH
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
JAN
2023
DATAREPORTAL

41
94.8%
94.6%
81.8%
76.0%
55.0%
48.9%
46.3%
41.4%
41.1%
39.7%
34.3%
29.0%
27.7%
26.4%
25.0%
24.1%
23.8%
23.6%
CHAT AND MESSAGING
SOCIAL NETWORKS
SEARCH ENGINES OR WEB PORTALS
SHOPPING, AUCTIONS, OR CLASSIFIEDS
MAPS, PARKING, OR LOCATION-BASED SERVICES
EMAIL
MUSIC
NEWS
WEATHER
ENTERTAINMENT
GAMES
MOBILITY SERVICES (E.G. RIDE-HAILING, BIKE HIRE)
BANKING, INVESTING, OR INSURANCE
SPORTS
TRAVEL
HEALTH AND FITNESS
EDUCATION
FOOD TAKEAWAY AND DELIVERY
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE VISITED OR USED EACH KIND OF DIGITAL PROPERTY IN THE PAST MONTH
TOP TYPES OF WEBSITES VISITED AND APPS USED
JAN
2023
DATAREPORTAL

42
59.00% 38.99% 1.98% 0.02%
+9.3% -10.4% -19.8% -33.3%
+504 BPS -454 BPS -49 BPS -1 BP
MOBILE
PHONES
LAPTOP AND
DESKTOP COMPUTERS
TABLET
DEVICES
OTHER
DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE
SHARE OF WEB TRAFFIC BY DEVICE
JAN
2023

43
86.6%
84.9%
83.6%
79.0%
75.5%
74.9%
74.7%
74.3%
73.8%
68.2%
68.0%
64.5%
63.7%
61.9%
61.5%
60.6%
60.5%
59.0%
58.3%
58.0%
58.0%
57.7%
54.8%
54.5%
54.3%
54.2%
53.7%
52.0%
50.1%
48.3%
48.2%
48.0%
47.8%
46.3%
45.8%
45.3%
42.8%
42.6%
42.0%
41.1%
40.9%
40.7%
40.6%
40.4%
38.9%
38.3%
38.3%
35.9%
35.4%
34.8%
32.9%
VIETNAM
TURKEY
NIGERIA
SOUTH
AFRICA
INDIA
KENYA
SINGAPORE
GHANA
SAUDI
ARABIA
EGYPT
THAILAND
INDONESIA
U.A.E.
ARGENTINA
COLOMBIA
POLAND
IRELAND
WORLDWIDE
SOUTH
KOREA
ISRAEL
CHILE
ROMANIA
BRAZIL
MOROCCO
SPAIN
MALAYSIA
CHINA
ITALY
FRANCE
U.S.A.
PHILIPPINES
SWEDEN
U.K.
GERMANY
AUSTRIA
NETHERLANDS
TAIWAN
AUSTRALIA
CZECHIA
SWITZERLAND
RUSSIA
NEW
ZEALAND
CANADA
HONG
KONG
MEXICO
JAPAN
GREECE
PORTUGAL
BELGIUM
NORWAY
DENMARK
SOURCE: STATCOUNTER. NOTE: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO
BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
JAN
2023
DATAREPORTAL

44
12.6%
19.1%
31.5%
37.6%
48.2% 50.0%
44.1%
52.0% 52.9% 54.0%
59.0%
+50.9% +65.2% +19.3% +28.2% +3.6% -11.6% +17.8% +1.8% +2.0% +9.3%
NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED
TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%).
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
JAN
2023
DATAREPORTAL

Consumer
engagement
and friendship
have more
in common
than you think.
Gifts you a
hand-painted portrait
of your childhood pet
Regifts you a box of
expired chocolates
(despite your allergy)
75% of companies
think they’re providing
good personalized
experiences
Over 50% of
consumers disagree
MAKE IT
PERSONAL
Never reveals secrets
you’ve asked them
to keep
Discloses who your
“office crush” is at the
holiday party
95% of B2C companies
believe consumers
trust their ability to
protect data
Only 65% of
consumers actually
do trust these
companies
CLOSE THE
TRUST GAP
Helps you design an
epic Zoom background
to impress your new
colleagues
Always asks you to
call customer support
when the Internet
is down
Companies believe that
no consumer would
rather shave their head
over talking to
customer service
36% of consumers
say they’d rather
shave their head than
contact customer
service teams
ENGAGE
SMARTER
THE REALITY
GOOD CONSUMER
ENGAGEMENT
BEST FRIEND WORST FRIEND LESSONS
Better relationships, better communications:
You don’t have to be your consumers’ best friend to act like one.
Check out The executive leader's guide to customer engagement
Twilio report for more practical insights.
Read report
PARTNER CONTENT

46
2.68% 2.27% 0.72% 2.31%
-4.3% (-12 BPS) -3.0% (-7 BPS) +7.5% (+5 BPS) -17.8% (-50 BPS)
65.86% 18.67% 4.45% 3.04%
+2.8% (+180 BPS) -2.9% (-55 BPS) +6.2% (+26 BPS) -22.3% (-87 BPS)
SAMSUNG INTERNET OPERA ANDROID OTHER
CHROME SAFARI MICROSOFT EDGE FIREFOX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND
OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE
SHARE OF WEB TRAFFIC BY BROWSER
JAN
2023

47
11 YAHOO.COM 3.34 B 614 M 17M 36S 3.2
12 SPANKBANG.COM 3.02 B 743 M 13M 25S 7.7
13 AMAZON.COM 2.70 B 898 M 13M 01S 5.8
14 FANDOM.COM 2.65 B 803 M 13M 16S 3.1
15 XHAMSTER.COM 2.62 B 756 M 14M 06S 6.1
16 YANDEX.RU 2.59 B 314 M 17M 22S 2.6
17 WEATHER.COM 2.54 B 1.14 B 7M 56S 1.5
18 TIKTOK.COM 2.18 B 995 M 9M 37S 2.0
19 YAHOO.CO.JP 1.95 B 208 M 21M 53S 5.4
20 LIVEDOOR.JP 1.70 B 107 M 19M 10S 5.0
01 GOOGLE.COM 88.4 B 8.13 B 21M 51S 3.6
02 YOUTUBE.COM 74.8 B 5.85 B 36M 04S 6.1
03 FACEBOOK.COM 10.7 B 2.48 B 22M 43S 3.0
04 PORNHUB.COM 10.2 B 2.14 B 10M 35S 6.9
05 XVIDEOS.COM 8.77 B 1.79 B 12M 10S 7.3
06 TWITTER.COM 8.18 B 2.10 B 21M 55S 1.8
07 WIKIPEDIA.ORG 6.67 B 1.97 B 11M 09S 2.1
08 REDDIT.COM 4.82 B 1.25 B 17M 53S 3.0
09 INSTAGRAM.COM 4.46 B 1.57 B 17M 27S 2.2
10 XNXX.COM 3.74 B 991 M 10M 55S 7.0
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER
OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS;
FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION
WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022
TOP WEBSITES: SEMRUSH RANKING
JAN
2023

48
11 WHATSAPP.COM 2.86 B 420 M 7M 15S 2
12 PORNHUB.COM 2.69 B 401 M 8M 21S 9
13 AMAZON.COM 2.49 B 473 M 8M 37S 11
14 XNXX.COM 2.45 B 308 M 8M 36S 11
15 YAHOO.CO.JP 2.24 B 93.1 M 5M 41S 5
16 REDDIT.COM 1.82 B 234 M 9M 36S 7
17 LINKEDIN.COM 1.60 B 298 M 9M 44S 8
18 OFFICE.COM 1.58 B 148 M 9M 44S 7
19 VK.COM 1.43 B 118 M 2M 06S 2
10 SAMSUNG.COM 1.41 B 328 M 2M 39S 2
01 GOOGLE.COM 87.1 B 3.11 B 11M 09S 9
02 YOUTUBE.COM 34.3 B 1.94 B 21M 32S 12
03 FACEBOOK.COM 19.4 B 1.61 B 9M 58S 9
04 TWITTER.COM 6.91 B 966 M 10M 45S 10
05 INSTAGRAM.COM 6.39 B 1.04 B 7M 46S 11
06 BAIDU.COM 5.40 B 253 M 5M 43S 8
07 ALIEXPRESS.COM 5.08 B 156 M 3M 54S 3
08 WIKIPEDIA.ORG 5.02 B 1.03 B 7M 44S 6
09 YAHOO.COM 3.41 B 411 M 3M 44S 2
10 XVIDEOS.COM 3.08 B 408 M 9M 42S 9
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
(MONTHLY AVE.)
UNIQUE
VISITORS
(MONTHLY AVE.)
AVERAGE
TIME
PER VISIT
AVERAGE
PAGES
PER VISIT
SOURCE: SIMILARWEB. RANKING AND VALUES BASED ON TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022. NOTES: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF
DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. VALUES FOR “TOTAL VISTS” AND “UNIQUE VISITORS”
REPRESENT MONTHLY AVERAGES. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES
FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS.
GLOBAL OVERVIEW
SIMILARWEB’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN DECEMBER 2021 AND NOVEMBER 2022
TOP WEBSITES: SIMILARWEB RANKING
JAN
2023

49
0.78% 0.60% 0.17% 0.62%
-55.4% (-97 BPS) -9.1% (-6 BPS) +54.5% (+6 BPS) +31.9% (+15 BPS)
92.21% 3.42% 1.23% 0.97%
+0.9% (+79 BPS) +8.9% (+28 BPS) -19.6% (-30 BPS) +5.4% (+5 BPS)
BAIDU DUCKDUCKGO NAVER OTHER
GOOGLE BING YAHOO! YANDEX
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM
SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT
70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE
SHARE OF SEARCH ENGINE REFERRALS
JAN
2023

50
11 WHATSAPP WEB 28 +23% +515%
12 VIDEOS 28 +3% -18%
13 GMAIL 25 +2% -47%
14 TIEMPO 25 0% +38%
15 AS 23 +22% +20%
16 TRADUCTOR 21 +14% +8%
17 SATTA 19 +27% +178%
18 GOOGLE TRANSLATE 18 +8% +22%
19 TWITTER 18 +3% +29%
20 SAMSUNG 18 +11% 0%
01 GOOGLE 100 0% -33%
02 YOUTUBE 75 -12% -44%
03 VIDEO 68 +11% -4%
04 FACEBOOK 62 -21% -69%
05 WEATHER 58 -8% +4%
06 TRANSLATE 46 +16% +62%
07 WHATSAPP 44 +10% +162%
08 NEWS 38 -20% -29%
09 AMAZON 37 +6% +16%
10 INSTAGRAM 33 +12% +42%
# SEARCH QUERY INDEX ▲ 1 YEAR ▲ 5 YEAR # SEARCH QUERY INDEX ▲ 1 YEAR ▲ 5 YEAR
SOURCE: GOOGLE TRENDS. RANKING BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES ARE AS
PUBLISHED BY GOOGLE TRENDS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH
VOLUME OF THE TOP QUERY. FIGURES IN THE “▲ 1 YEAR” AND “▲ 5 YEAR “ COLUMNS SHOW THE RELATIVE CHANGE IN INDEXED SEARCH VOLUME FOR EACH QUERY OVER TIME. ADVISORY: GOOGLE TRENDS
USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022
TOP GOOGLE SEARCHES
JAN
2023

WE ARE SOCIAL INSIGHT_THINK FORWARD 2023
PEOPLE WANT SEARCH TO BE LESS PRECISE, AND
MORE EXPLORATORY
TEXTURED DISCOVERY
We are experiencing a shift in how people explore the internet and discover
new content. Users are questioning the old ways and capitalising on the rich
data social offers, supplementing traditional modes of search with ones that
are visual, collaborative, serendipitous, and brimming with personal
experience.
Personalisation and simplicity used to be the markers of good search and
discovery. Now, however, there’s more value in brands that make search feel
collaborative and surprising. Brands can bring users together in a shared act
of discovery, or use the spatial landscape of the metaverse to make online
shoppers feel like they’re stumbling upon unlikely discoveries.
In the eighth issue of our annual report Think Forward, we unpick the complex
and ever-changing web of digital culture and behaviour, and explore the role
brands can play in reflecting and shaping it.
Brands can turn discovery into a
collaborative process to see a slice of
the internet that would've otherwise
been hidden from view. That’s what
Spotify did when it let people
collaboratively discover music: its ‘blend
mixes’ let people peer outside of their
own algo-recommended filter bubble,
pushing them onto a pathway of
discovery guided by their music
partner’s taste.
In collaboration with Universal Pictures
and Monkeypaw Productions, Meta
launched Nope World on its Horizon
Worlds platform - based on the Jordan
Peele film, Nope. The experience had a
virtual train ride in which visitors could
discover Easter eggs based on the film
throughout. This type of the spatial,
multi-sensory landscape of virtual
worlds lends itself well in the new type
of the discovery process.
FIND OUT MORE IN
PARTNER CONTENT

52
29.8%
27.2%
24.8%
23.0%
22.9%
22.7%
22.7%
22.5%
22.3%
22.1%
21.7%
21.2%
20.9%
20.3%
19.4%
18.4%
17.6%
17.0%
16.9%
16.5%
16.3%
15.6%
15.4%
14.4%
14.3%
14.2%
14.1%
13.9%
13.6%
12.9%
12.7%
12.4%
12.3%
11.6%
11.3%
11.1%
11.0%
10.8%
10.5%
10.2%
10.2%
10.1%
9.7%
9.7%
9.6%
9.4%
8.4%
8.0%
7.3%
6.7%
6.2%
INDIA
CHINA
U.S.A.
BRAZIL
VIETNAM
SPAIN
U.A.E.
MEXICO
ITALY
U.K.
WORLDWIDE
TURKEY
CANADA
IRELAND
AUSTRALIA
THAILAND
GERMANY
TAIWAN
SOUTH
AFRICA
HONG
KONG
GHANA
SAUDI
ARABIA
COLOMBIA
NIGERIA
NEW
ZEALAND
FRANCE
PHILIPPINES
INDONESIA
KENYA
CHILE
MALAYSIA
AUSTRIA
SINGAPORE
SWITZERLAND
RUSSIA
PORTUGAL
EGYPT
SWEDEN
POLAND
ARGENTINA
NORWAY
GREECE
DENMARK
ROMANIA
MOROCCO
NETHERLANDS
BELGIUM
ISRAEL
SOUTH
KOREA
JAPAN
CZECHIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
JAN
2023
DATAREPORTAL

53
21.2%
24.3%
21.6%
18.4%
15.2%
23.4%
25.2%
22.3%
19.6%
17.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE VOICE ASSISTANTS (E.G. SIRI, ALEXA) TO FIND INFORMATION EACH WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
JAN
2023
DATAREPORTAL

54
48.8%
48.1%
48.0%
43.1%
41.5%
41.5%
36.7%
35.3%
34.8%
34.7%
32.8%
31.9%
30.8%
29.8%
29.2%
28.4%
28.1%
28.0%
27.9%
27.3%
26.4%
25.9%
25.8%
25.7%
24.5%
24.5%
23.4%
21.8%
21.8%
20.9%
19.8%
19.3%
18.8%
17.8%
17.4%
17.3%
16.9%
16.1%
16.0%
15.6%
15.5%
15.4%
14.2%
12.7%
11.1%
10.9%
10.7%
10.5%
9.6%
9.5%
8.5%
BRAZIL
COLOMBIA
MEXICO
INDONESIA
ARGENTINA
CHILE
VIETNAM
INDIA
THAILAND
PHILIPPINES
TAIWAN
GREECE
PORTUGAL
SAUDI
ARABIA
MALAYSIA
WORLDWIDE
TURKEY
SOUTH
AFRICA
EGYPT
U.A.E.
CHINA
ROMANIA
NIGERIA
SPAIN
ITALY
KENYA
ISRAEL
HONG
KONG
MOROCCO
U.S.A.
POLAND
CZECHIA
CANADA
IRELAND
SOUTH
KOREA
AUSTRALIA
SINGAPORE
NEW
ZEALAND
U.K.
NORWAY
SWEDEN
GHANA
DENMARK
RUSSIA
SWITZERLAND
NETHERLANDS
GERMANY
FRANCE
BELGIUM
AUSTRIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
JAN
2023
DATAREPORTAL

55
33.0%
31.6%
29.3%
25.2%
19.4%
29.7% 29.8% 29.0%
25.0%
20.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
JAN
2023
DATAREPORTAL

56
52.2%
50.5%
47.9%
47.6%
47.3%
47.1%
44.7%
43.5%
43.0%
41.8%
40.8%
39.8%
38.9%
38.7%
38.5%
37.0%
37.0%
35.9%
35.1%
34.3%
34.2%
33.9%
33.8%
33.5%
31.5%
30.8%
30.8%
29.4%
29.3%
29.2%
28.9%
28.8%
28.8%
28.4%
27.2%
26.6%
26.4%
25.7%
25.4%
23.9%
23.7%
22.7%
21.6%
21.6%
20.9%
18.8%
17.6%
17.3%
15.7%
15.7%
9.6%
INDONESIA
COLOMBIA
SWITZERLAND
MEXICO
BRAZIL
ARGENTINA
CHILE
SPAIN
POLAND
THAILAND
ISRAEL
TAIWAN
MALAYSIA
SAUDI
ARABIA
PORTUGAL
GREECE
U.A.E.
CZECHIA
HONG
KONG
VIETNAM
AUSTRIA
BELGIUM
TURKEY
ROMANIA
INDIA
EGYPT
PHILIPPINES
SWEDEN
FRANCE
GERMANY
WORLDWIDE
ITALY
SOUTH
AFRICA
SINGAPORE
NETHERLANDS
NORWAY
IRELAND
MOROCCO
DENMARK
GHANA
CANADA
RUSSIA
CHINA
KENYA
NIGERIA
SOUTH
KOREA
U.S.A.
U.K.
AUSTRALIA
NEW
ZEALAND
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
JAN
2023
DATAREPORTAL

57
34.7%
29.5%
26.4%
23.5%
19.3%
32.9%
31.2%
29.2%
27.0%
23.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
JAN
2023
DATAREPORTAL

58
11 PORTUGUESE 1.5% 3.2%
12 VIETNAMESE 1.4% 1.1%
13 DUTCH, FLEMISH 1.2% 0.4%
14 POLISH 1.1% 0.5%
15 ARABIC 0.9% 4.9%
16 KOREAN 0.6% 1.0%
17 INDONESIAN 0.6% 2.5%
18 UKRAINIAN 0.6% 0.6%
19 CZECH 0.5% 0.1%
20 THAI 0.5% 0.8%
01 ENGLISH 58.8% 18.1%
02 RUSSIAN 5.3% 3.2%
03 SPANISH 4.3% 6.8%
04 FRENCH 3.7% 3.4%
05 GERMAN 3.7% 1.7%
06 JAPANESE 3.0% 1.6%
07 TURKISH 2.8% 1.1%
08 PERSIAN 2.3% 1.0%
09 CHINESE 1.7% 18.7%
10 ITALIAN 1.6% 0.8%
# LANGUAGE
SHARE OF
WEBSITES
SHARE OF
POPULATION
# LANGUAGE
SHARE OF
WEBSITES
SHARE OF
POPULATION
SOURCES: W3TECHS; ETHNOLOGUE; U.N; KEPIOS ANALYSIS. NOTES: WEBSITE LANGUAGES AS DEFINED BY W3TECHS. LANGUAGES INCLUDE SUB-LANGUAGES (E.G. “CHINESE” INCLUDES MANDARIN,
YUE, ETC.). FIGURES IN THE “SHARE OF WEBSITES” COLUMN ARE BASED ON W3TECH’S ANALYSIS OF TRAFFIC FOR THE TOP 10 MILLION WEBSITES, AS RANKED BY ALEXA INTERNET. FIGURES IN THE “SHARE OF
POPULATION” COLUMN COMPARE THE TOTAL NUMBER OF FIRST- AND SECOND-LANGUAGE SPEAKERS OF EACH LANGUAGE (INCLUDING SUB-LANGUAGES) TO THE TOTAL GLOBAL POPULATION.
GLOBAL OVERVIEW
SHARE OF WEB PAGES THAT FEATURE CONTENT IN EACH LANGUAGE, COMPARED WITH SHARE OF GLOBAL POPULATION THAT SPEAKS EACH LANGUAGE
MOST COMMON LANGUAGES FOR WEB CONTENT
JAN
2023

59
27.1% 26.4% 26.7% 26.2% 25.5%
YOY: -9.1% (-270 BPS) YOY: -4.7% (-130 BPS) YOY: -6.3% (-180 BPS) YOY: -4.4% (-120 BPS) YOY: -4.5% (-120 BPS)
92.8% 50.0% 35.8% 28.7% 29.7%
YOY: +1.0% (+90 BPS) YOY: -2.7% (-140 BPS) YOY: -3.5% (-130 BPS) YOY: -8.3% (-260 BPS) YOY: -2.3% (-70 BPS)
EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
SPORTS CLIP OR
HIGHLIGHTS VIDEO
GAMING
VIDEO
INFLUENCER
VIDEOS AND VLOGS
ANY KIND
OF VIDEO
MUSIC
VIDEO
COMEDY, MEME,
OR VIRAL VIDEO
TUTORIAL OR
HOW-TO VIDEO
VIDEO
LIVESTREAM
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES
REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS
POINTS).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK
WATCHING ONLINE VIDEO CONTENT
JAN
2023

60
97.9%
97.7%
97.6%
97.5%
97.3%
97.0%
96.6%
96.3%
96.3%
96.2%
96.0%
96.0%
95.4%
95.2%
94.9%
94.7%
94.6%
94.3%
94.3%
94.3%
94.1%
93.8%
93.5%
93.4%
92.9%
92.7%
91.7%
91.7%
91.3%
91.0%
90.9%
90.7%
90.5%
90.4%
89.8%
88.7%
87.4%
86.4%
86.4%
86.2%
86.1%
85.7%
84.4%
84.0%
83.5%
79.9%
69.0%
PHILIPPINES
MEXICO
BRAZIL
INDIA
SOUTH
AFRICA
CHILE
ARGENTINA
SAUDI
ARABIA
TURKEY
VIETNAM
INDONESIA
NEW
ZEALAND
THAILAND
COLOMBIA
GREECE
MALAYSIA
U.A.E.
IRELAND
ISRAEL
SWEDEN
HONG
KONG
DENMARK
U.S.A.
TAIWAN
AUSTRALIA
U.K.
SINGAPORE
SPAIN
ROMANIA
POLAND
WORLDWIDE
ITALY
CANADA
NORWAY
FRANCE
EGYPT
NETHERLANDS
PORTUGAL
SWITZERLAND
AUSTRIA
GERMANY
CHINA
CZECHIA
BELGIUM
SOUTH
KOREA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
JAN
2023
DATAREPORTAL

61
94.5% 93.7% 90.9%
86.2%
80.8%
94.6% 93.9% 91.4%
87.4%
81.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
JAN
2023
DATAREPORTAL

62
25.7%
28.4% 29.5%
31.7%
36.5%
39.2%
41.0% 42.2%
44.0% 45.3%
+10.6% +3.7% +7.5% +15.1% +7.4% +4.7% +2.8% +4.4% +3.0%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
GLOBAL OVERVIEW
TIME SPENT WATCHING STREAMING TV SERVICES AS A PERCENTAGE OF THE TOTAL DAILY TIME INTERNET USERS AGED 16 TO 64 SPEND WATCHING TV
STREAMING’S SHARE OF TOTAL TV TIME (YOY)
JAN
2023
DATAREPORTAL

63
01
02
03
04
05
06
07
08
09
10
STRANGER THINGS 100 THE SIMPSONS 100
THE LORD OF THE RINGS:
THE RINGS OF POWER
100 GAME OF THRONES 100
MANIFEST 84 GREY’S ANATOMY 76 THE BOYS 82 THE BIG BANG THEORY 82
INVENTING ANNA 54 FAMILY GUY 61 REACHER 71 FRIENDS 79
DAHMER – MONSTER:
THE JEFFREY DAHMER STORY
53 BLUEY 58 THE TERMINAL LIST 65 EUPHORIA 75
BRIDGERTON 47 MODERN FAMILY 49 THE PERIPHERAL 56 HOUSE OF THE DRAGON 69
WEDNESDAY 47 MALCOLM IN THE MIDDLE 39 THE WHEEL OF TIME 43 LOVE IS IN THE AIR 50
CAFÉ CON AROMA DE MUJER 45 SHE-HULK: ATTORNEY AT LAW 34 TOM CLANCY’S JACK RYAN 32 RICK AND MORTY 48
PASIÓN DE GAVILANES 43 HOW I MET YOUR MOTHER 30 THE SUMMER I TURNED PRETTY 20 THE HANDMAID’S TALE 34
ALL OF US ARE DEAD 42 STAR WARS: ANDOR 29 ALL OR NOTHING: ARSENAL 19 AND JUST LIKE THAT… 32
THE CROWN 41 MOON KNIGHT 28 THE GRAND TOUR 16 THE STAIRCASE 32
NETFLIX INDEX AMAZON PRIME INDEX
DISNEY+ INDEX HBO INDEX
#
SOURCE: FLIXPATROL. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. RANKINGS BASED ON FLIXPATROL’S ANALYSIS OF WORLDWIDE VIEWING ACTIVITY IN 2022 (FULL-YEAR)
“INDEX” VALUES COMPARE THE FLIXPATROL “POINTS” VALUE FOR EACH TITLE TO THE FLIXPATROL “POINTS” VALUE OF THE TOP-RANKED TITLE IN EACH PLATFORM’S RANKING.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
FLIXPATROL’S RANKING OF THE MOST POPULAR TV SHOWS ON SELECTED STREAMING PLATFORMS IN 2022 (FULL-YEAR)
TOP TV SHOWS OF 2022 BY STREAMING PLATFORM
JAN
2023

64
01
02
03
04
05
06
07
08
09
10
THE TINDER SWINDLER 100 ENCANTO 100 SAMARITAN 100 THE BATMAN 100
THE ADAM PROJECT 98 TURNING RED 65
THE LORD OF THE RINGS: THE
FELLOWSHIP OF THE RING
52 DUNE 94
THE SEA BEAST 95 MOANA 53 THE TOMORROW WAR 42
FANTASTIC BEASTS: THE
SECRETS OF DUMBLEDORE
68
DON’T LOOK UP 92 AVENGERS: ENDGAME 36
THE HOBBIT: AN
UNEXPECTED JOURNEY
34 KING RICHARD 66
THE GRAY MAN 88
DOCTOR STRANGE IN THE
MULTIVERSE OF MADNESS
25 NO TIME TO DIE 33 KIMI 61
PURPLE HEARTS 84 LIGHTYEAR 21
THE LORD OF THE RINGS:
THE TWO TOWERS
31 THE MATRIX RESURRECTIONS 51
THE MAN FROM TORONTO 84 ETERNALS 21
TOM CLANCY’S WITHOUT
REMORSE
28 ELVIS 44
HUSTLE 81 THOR: LOVE AND THUNDER 20 THIRTEEN LIVES 28 FATHER OF THE BRIDE 39
SENIOR YEAR 70 HOCUS POCUS 2 17 CLARKSON’S FARM 27 THE LITTLE THINGS 34
ENOLA HOLMES 2 61 AVATAR 16 OVERDOSE 27 THE FALLOUT 29
NETFLIX INDEX AMAZON PRIME INDEX
DISNEY+ INDEX HBO INDEX
#
SOURCE: FLIXPATROL. NOTES: THE SAME CONTENT MAY HAVE DIFFERENT TITLES IN DIFFERENT COUNTRIES. RANKINGS BASED ON FLIXPATROL’S ANALYSIS OF WORLDWIDE VIEWING ACTIVITY IN 2022 (FULL-YEAR)
“INDEX” VALUES COMPARE THE FLIXPATROL “POINTS” VALUE FOR EACH TITLE TO THE FLIXPATROL “POINTS” VALUE OF THE TOP-RANKED TITLE IN EACH PLATFORM’S RANKING.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
FLIXPATROL’S RANKING OF THE MOST POPULAR MOVIES ON SELECTED STREAMING PLATFORMS IN 2022 (FULL-YEAR)
TOP MOVIES OF 2022 BY STREAMING PLATFORM
JAN
2023

65
39.1% 21.9% 21.2% 19.8%
-1.3% (-50 BPS) -4.4% (-100 BPS) +3.9% (+80 BPS) -2.5% (-50 BPS)
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: YEAR-ON-YEAR CHANGE VALUES
REPRESENT THE RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK
LISTENING TO ONLINE AUDIO CONTENT
JAN
2023

66
50.3%
50.3%
49.5%
48.7%
48.2%
47.5%
46.7%
46.6%
46.5%
46.3%
44.1%
43.6%
43.2%
42.9%
42.9%
42.6%
40.8%
40.2%
40.1%
39.7%
39.5%
39.4%
39.1%
38.9%
38.7%
38.6%
37.4%
36.9%
36.5%
36.3%
36.3%
36.0%
34.9%
34.4%
34.3%
34.2%
34.1%
34.0%
32.9%
30.5%
29.9%
28.2%
24.5%
24.4%
23.9%
22.4%
21.6%
20.0%
18.9%
18.3%
16.9%
BRAZIL
INDONESIA
MEXICO
NORWAY
PHILIPPINES
TURKEY
DENMARK
SOUTH
AFRICA
SWEDEN
U.S.A.
CHILE
ITALY
TAIWAN
INDIA
SOUTH
KOREA
NIGERIA
ARGENTINA
GERMANY
IRELAND
NEW
ZEALAND
SPAIN
AUSTRALIA
WORLDWIDE
VIETNAM
SWITZERLAND
MALAYSIA
CANADA
THAILAND
U.A.E.
CHINA
U.K.
HONG
KONG
SINGAPORE
FRANCE
NETHERLANDS
PORTUGAL
KENYA
COLOMBIA
AUSTRIA
ISRAEL
BELGIUM
GREECE
GHANA
ROMANIA
POLAND
SAUDI
ARABIA
CZECHIA
JAPAN
EGYPT
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC
JAN
2023
DATAREPORTAL

67
44.0% 44.0%
39.5%
34.7%
27.1%
40.3% 41.5%
39.5%
35.8%
28.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO MUSIC STREAMING SERVICES EACH WEEK
LISTENING TO STREAMING MUSIC
JAN
2023
DATAREPORTAL

68
11 LIL NAS X FEAT. JACK HARLOW – “INDUSTRY BABY”
12 GAYLE – ”ABCDEFU”
13 BAD BUNNY – “EFECTO”
14 JUSTIN BIEBER – “GHOST”
15 JOJI – “GLIMPSE OF US”
16 BAD BUNNY – “MOSCOW MULE”
17 ED SHEERAN – “SHIVERS”
18 ADELE – “EASY ON ME”
19 ELLEY DUHÉ – “MIDDLE OF THE NIGHT”
20 DOJA CAT – “WOMAN”
01 HARRY STYLES – “AS IT WAS”
02 GLASS ANIMALS – “HEAT WAVES”
03 THE KID LAROI WITH JUSTIN BIEBER – “STAY”
04 BAD BUNNY FEAT. CHENCHO CORLEONE – “ME PORTO BONITO”
05 BAD BUNNY – “TITÍ ME PREGUNTÓ”
06 ELTON JOHN & DUA LIPA – “COLD HEART” (PNAU REMIX)
07 IMAGINE DRAGONS x J.I.D. – “ENEMY”
08 BIZARRAP & QUEVEDO – “QUEVEDO: BZRP MUSIC SESSIONS, VOL. 52”
09 BAD BUNNY FEAT. BOMBA ESTÉRO – “OJITOS LINDOS”
10 KATE BUSH – ”RUNNING UP THAT HILL (A DEAL WITH GOD)”
# ARTIST – “SONG TITLE” # ARTIST – “SONG TITLE”
SOURCE: SPOTIFY “TOP TRACKS OF 2022” PLAYLIST. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN JANUARY AND NOVEMBER 2022
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKING OF THE MOST STREAMED SONGS WORLDWIDE ON SPOTIFY BETWEEN JANUARY AND NOVEMBER 2022
SPOTIFY’S MOST STREAMED SONGS OF 2022
JAN
2023

69
42.9%
40.2%
34.5%
30.5%
30.4%
27.8%
26.9%
26.6%
25.7%
25.4%
25.1%
24.7%
24.1%
24.1%
23.8%
23.4%
23.2%
23.0%
21.8%
21.4%
21.2%
21.1%
21.0%
20.9%
20.8%
20.7%
19.6%
19.3%
19.0%
18.0%
17.9%
17.5%
17.2%
16.4%
16.4%
16.4%
16.3%
16.3%
16.2%
15.7%
15.5%
15.1%
14.8%
14.5%
14.4%
14.4%
13.8%
10.3%
9.9%
8.9%
4.1%
BRAZIL
INDONESIA
MEXICO
SWEDEN
SOUTH
AFRICA
IRELAND
NORWAY
DENMARK
U.S.A.
ROMANIA
SPAIN
CHILE
INDIA
PORTUGAL
COLOMBIA
POLAND
ISRAEL
AUSTRALIA
THAILAND
U.A.E.
WORLDWIDE
CANADA
NEW
ZEALAND
CZECHIA
GERMANY
U.K.
SAUDI
ARABIA
PHILIPPINES
VIETNAM
ARGENTINA
KENYA
SWITZERLAND
NETHERLANDS
AUSTRIA
CHINA
SINGAPORE
TAIWAN
TURKEY
MALAYSIA
GREECE
NIGERIA
HONG
KONG
ITALY
BELGIUM
FRANCE
MOROCCO
EGYPT
GHANA
SOUTH
KOREA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
JAN
2023
DATAREPORTAL

70
23.8% 23.9%
21.2%
17.7%
14.8%
22.5%
23.9%
21.1%
18.1%
15.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
JAN
2023
DATAREPORTAL

71
16.5% 13.1% 9.4% 8.7%
YOY: -4.1% (-70 BPS) YOY: -3.7% (-50 BPS) YOY: -3.1% (-30 BPS) YOY: UNCHANGED
81.9% 66.2% 37.9% 25.3%
YOY: -2.0% (-170 BPS) YOY: -2.8% (-190 BPS) YOY: +3.0% (+110 BPS) YOY: -1.9% (-50 BPS)
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
POINTS).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
DEVICES USED TO PLAY VIDEO GAMES
JAN
2023

72
95.8%
94.8%
93.1%
93.0%
92.3%
91.9%
91.3%
91.3%
90.1%
89.7%
88.4%
88.2%
87.6%
87.4%
86.3%
84.8%
84.7%
83.4%
83.3%
83.1%
82.9%
81.9%
81.7%
80.9%
80.8%
80.6%
80.2%
79.8%
79.5%
79.5%
78.4%
78.3%
78.3%
77.9%
77.6%
75.9%
75.5%
75.2%
75.0%
74.6%
74.3%
72.7%
72.4%
72.1%
72.1%
69.5%
66.4%
PHILIPPINES
INDONESIA
VIETNAM
THAILAND
TURKEY
INDIA
MEXICO
TAIWAN
SAUDI
ARABIA
SOUTH
AFRICA
BRAZIL
U.A.E.
CHILE
MALAYSIA
GREECE
COLOMBIA
PORTUGAL
EGYPT
ROMANIA
HONG
KONG
U.S.A.
WORLDWIDE
SINGAPORE
POLAND
FRANCE
ITALY
ARGENTINA
SPAIN
CANADA
RUSSIA
SWEDEN
ISRAEL
SOUTH
KOREA
SWITZERLAND
NEW
ZEALAND
CZECHIA
AUSTRIA
NETHERLANDS
AUSTRALIA
GERMANY
DENMARK
NORWAY
U.K.
CHINA
IRELAND
BELGIUM
JAPAN
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: NO TIME PERIOD (E.G. “PAST WEEK”) IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JAN
2023
DATAREPORTAL

73
87.3% 86.5%
80.6%
74.2%
65.4%
89.7% 88.0%
84.8%
76.9%
66.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: NO TIME PERIOD (E.G. “PAST WEEK”) IS
ASSOCIATED WITH THIS QUESTION IN GWI’S SURVEY.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JAN
2023
DATAREPORTAL

74
ACTION ADVENTURE 33%
SHOOTER 32%
PUZZLE PLATFORM 31%
SPORTS 24%
RACING 23%
SIMULATION 22%
STRATEGY 22%
ACTION PLATFORM 20%
ONLINE BOARD GAMES 19%
M.O.B.A. 18%
SHOOTER 43%
PUZZLE PLATFORM 34%
RACING 32%
SPORTS 31%
STRATEGY 30%
SIMULATION 29%
ACTION PLATFORM 26%
FIGHTING 25%
M.O.B.A. 24%
SHOOTER 56%
SPORTS 42%
RACING 41%
PUZZLE PLATFORM 40%
STRATEGY 39%
SIMULATION 38%
ACTION PLATFORM 35%
M.O.B.A. 35%
FIGHTING 34%
SHOOTER 64%
RACING 45%
SPORTS 44%
M.O.B.A. 43%
SIMULATION 43%
STRATEGY 43%
PUZZLE PLATFORM 41%
FIGHTING 38%
ACTION PLATFORM 37%
SHOOTER 66%
SIMULATION 43%
M.O.B.A. 42%
SPORTS 41%
RACING 40%
BATTLE ROYALE 40%
STRATEGY 40%
PUZZLE PLATFORM 36%
FIGHTING 34%
55 TO 64 YEARS OLD
45 TO 54 YEARS OLD
35 TO 44 YEARS OLD
25 TO 34 YEARS OLD
16 TO 24 YEARS OLD
NOTE: PERCENTAGES REPRESENT SHARE OF INTERNET USERS IN EACH AGE GROUP WHO PLAY VIDEO GAMES EACH MONTH, AND WHO ALSO SAY THEY PLAY EACH GENRE OF VIDEO GAME
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES EACH MONTH WHO ALSO PLAY EACH GENRE OF VIDEO GAME ON ANY DEVICE
MOST POPULAR VIDEO GAME FORMATS
JAN
2023

VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY
MORE FLEXIBLE AND EXPANSIVE
EXPANDING IDENTITIES
As we enter an even more VR- and AR-inflected realm of social, it’s opening up
new avenues for identity expression. It’s part of why the ability to
self-represent in virtual worlds – whether with accuracy, playfulness, or
nuance – is a major cultural touchpoint. For the young and online, a
fluctuating or fluid self isn’t just allowed – it’s table stakes. Against this
backdrop, legacy brands and creators alike are furiously flexing their IP to
support more open self-expression in online worlds.
As people venture into new virtual worlds, they’re looking for brands to
support more flexible and elaborate self-expression in these spaces. Brands
should think creatively about how to help people convey and build on their
identities – whether that’s giving them the tools to execute the most accurate
self-portrayal, or creatively reinterpret what defines identity altogether.
FIND OUT MORE IN
Brands can think outside the box about
how avatars can convey personal
identity. It’s what adidas did with its
Originals’ Ozworld platform, where
users answered questions about their
personalities and were given bespoke
avatars that embodied their
psychological identity, rather than their
physical traits.
Bakeup is a metaverse-first beauty
brand. Its products work across multiple
worlds: they can be worn in real life, but
come with a matching AR filter for
social, plus an NFT version that can be
worn, collected, traded, and sold in the
metaverse. In doing so, it creates a
through-line between a person’s many
selves – their IRL self, self on social,
and self in virtual worlds – cementing
the sense that our digital identities are
not only real and valid, but entangled
with who we are offline.
PARTNER CONTENT

76
24.9%
24.4%
24.3%
23.2%
23.1%
21.5%
20.5%
19.1%
18.8%
18.5%
17.2%
16.7%
16.5%
16.4%
16.4%
16.0%
15.4%
15.4%
15.3%
15.0%
14.7%
13.9%
13.5%
13.3%
13.2%
13.1%
12.8%
12.5%
12.4%
12.4%
12.0%
11.8%
11.3%
10.7%
10.5%
10.1%
9.6%
9.5%
9.1%
9.0%
8.6%
8.4%
8.3%
7.2%
6.7%
6.3%
4.1%
4.1%
3.3%
2.7%
2.4%
U.K.
IRELAND
U.S.A.
CHINA
CANADA
SPAIN
ITALY
TURKEY
VIETNAM
MEXICO
AUSTRALIA
NETHERLANDS
SWEDEN
WORLDWIDE
HONG
KONG
NORWAY
DENMARK
INDIA
CHILE
FRANCE
NEW
ZEALAND
ISRAEL
U.A.E.
BRAZIL
POLAND
BELGIUM
GREECE
SINGAPORE
SWITZERLAND
TAIWAN
AUSTRIA
GERMANY
COLOMBIA
ROMANIA
MALAYSIA
PORTUGAL
CZECHIA
INDONESIA
SOUTH
KOREA
SOUTH
AFRICA
SAUDI
ARABIA
ARGENTINA
PHILIPPINES
RUSSIA
THAILAND
EGYPT
JAPAN
NIGERIA
KENYA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
JAN
2023
DATAREPORTAL

77
12.1%
20.0%
18.6%
16.0%
11.8%
12.3%
19.1% 18.8%
16.8%
14.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
JAN
2023
DATAREPORTAL

78
$17.41 $12.11 $9.65 $9.07
+10.8% (+$1.7 BILLION) +4.4% (+$510 MILLION) +10.4% (+$911 MILLION) +10.3% (+$845 MILLION)
307.8 $115.7 $44.25 $23.18
MILLION BILLION BILLION BILLION
+17.2% (+45 MILLION) +10.8% (+$11 BILLION) +12.4% (+$4.9 BILLION) +11.7% (+$2.4 BILLION)
VALUE OF SMART HOME
SECURITY DEVICE MARKET
VALUE OF SMART HOME
ENTERTAINMENT DEVICE MARKET
VALUE OF SMART HOME
COMFORT & LIGHTING MARKET
VALUE OF SMART HOME
ENERGY MANAGEMENT MARKET
NUMBER OF HOMES WITH
SMART HOME DEVICES
TOTAL ANNUAL VALUE OF THE
SMART HOME DEVICES MARKET
VALUE OF SMART HOME
APPLIANCES MARKET
VALUE OF SMART HOME CONTROL
& CONNECTIVITY DEVICE MARKET
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE
REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR
2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS)
SMART HOME MARKET OVERVIEW
JAN
2023

79
$126.20 $96.37 $67.34 $77.82
-13.7% (-$20.10) -17.0% (-$19.73) -14.0% (-$10.94) -15.8% (-$14.58)
14.2% $375.80 $370.60 $156.20
+15.3% (+189 BPS) -5.4% (-$21.60) -13.4% (-$57.50) -12.3% (-$21.90)
ARPU: SMART HOME
SECURITY DEVICES
ARPU: SMART HOME
ENTERTAINMENT DEVICES
ARPU: SMART HOME
COMFORT & LIGHTING
ARPU: SMART HOME
ENERGY MANAGEMENT
PENETRATION OF
SMART HOME DEVICES
ARPU: SPEND ON ALL
SMART HOME DEVICES
ARPU: SMART
HOME APPLIANCES
ARPU: SMART HOME CONTROL
& CONNECTIVITY DEVICES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE
REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH
OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER
SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS)
AVERAGE ANNUAL REVENUE PER SMART HOME
JAN
2023

80
59.1%
56.1%
55.6%
54.1%
54.1%
52.6%
51.0%
50.8%
50.6%
49.5%
49.1%
47.1%
46.7%
46.6%
46.4%
45.6%
45.3%
44.8%
44.6%
44.4%
44.4%
43.4%
43.2%
41.1%
40.8%
39.6%
37.9%
37.5%
36.6%
36.1%
35.9%
35.2%
35.1%
34.9%
34.2%
33.1%
33.0%
32.5%
32.5%
32.0%
31.2%
30.3%
30.2%
29.3%
28.6%
28.3%
27.5%
22.0%
21.7%
19.5%
16.7%
HONG
KONG
TAIWAN
CHINA
SWITZERLAND
THAILAND
CHILE
SINGAPORE
MALAYSIA
BRAZIL
COLOMBIA
ARGENTINA
JAPAN
MEXICO
SWEDEN
VIETNAM
SPAIN
INDIA
ITALY
WORLDWIDE
BELGIUM
PORTUGAL
INDONESIA
AUSTRIA
GREECE
PHILIPPINES
GERMANY
KENYA
CZECHIA
NETHERLANDS
ROMANIA
SOUTH
KOREA
ISRAEL
U.A.E.
FRANCE
TURKEY
RUSSIA
NIGERIA
IRELAND
U.S.A.
NORWAY
U.K.
SOUTH
AFRICA
DENMARK
SAUDI
ARABIA
AUSTRALIA
CANADA
POLAND
NEW
ZEALAND
EGYPT
GHANA
MOROCCO
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: THE QUESTION IN GWI’S
SURVEY THAT INFORMS THIS DATASET HAS BEEN REVISED, SO FIGURES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES
JAN
2023
DATAREPORTAL

81
44.1%
46.3% 45.8%
42.6%
35.2%
44.5% 45.8% 46.9%
45.1%
42.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: THE QUESTION IN GWI’S
SURVEY THAT INFORMS THIS DATASET HAS BEEN REVISED, SO FIGURES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE OR SCAN QR CODES ON THEIR MOBILE EACH MONTH
USE OF QR CODES
JAN
2023
DATAREPORTAL

82
49.1%
47.3%
46.7%
46.5%
46.3%
44.1%
43.8%
43.5%
43.2%
42.0%
41.2%
40.9%
40.4%
40.1%
39.8%
39.6%
38.7%
38.3%
37.2%
35.8%
35.6%
34.8%
34.4%
34.0%
33.6%
33.3%
31.3%
31.2%
30.9%
30.5%
30.4%
29.1%
27.7%
26.7%
26.7%
26.4%
26.2%
25.6%
25.3%
25.0%
24.3%
23.9%
21.5%
21.1%
20.4%
19.3%
16.2%
13.4%
13.3%
10.3%
10.1%
SOUTH
AFRICA
BRAZIL
NORWAY
SWEDEN
CZECHIA
NEW
ZEALAND
CANADA
NETHERLANDS
DENMARK
HONG
KONG
IRELAND
MALAYSIA
U.K.
AUSTRALIA
AUSTRIA
POLAND
BELGIUM
SINGAPORE
GERMANY
U.S.A.
NIGERIA
TAIWAN
ISRAEL
TURKEY
SPAIN
FRANCE
ITALY
SWITZERLAND
CHILE
THAILAND
SOUTH
KOREA
INDONESIA
WORLDWIDE
INDIA
VIETNAM
ARGENTINA
MEXICO
KENYA
SAUDI
ARABIA
GREECE
U.A.E.
PHILIPPINES
PORTUGAL
COLOMBIA
CHINA
JAPAN
ROMANIA
GHANA
EGYPT
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
JAN
2023
DATAREPORTAL

83
19.9%
27.8%
29.4% 30.1% 30.6%
21.3%
27.7%
30.7%
32.7%
35.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP EACH MONTH
USE OF ONLINE FINANCIAL SERVICES
JAN
2023
DATAREPORTAL

84
27.1%
23.5%
23.4%
21.9%
20.6%
20.1%
19.6%
19.0%
18.5%
17.6%
17.5%
16.8%
15.6%
15.3%
14.8%
14.6%
13.8%
13.7%
13.3%
13.2%
13.1%
13.0%
12.4%
12.3%
12.2%
12.0%
11.9%
11.6%
11.6%
11.1%
10.9%
10.4%
10.3%
10.2%
9.9%
9.9%
9.5%
9.0%
8.9%
8.6%
8.6%
7.7%
7.1%
6.8%
5.9%
5.4%
5.2%
5.0%
4.8%
3.6%
3.3%
TURKEY
ARGENTINA
PHILIPPINES
THAILAND
BRAZIL
INDONESIA
U.A.E.
SOUTH
AFRICA
VIETNAM
NETHERLANDS
PORTUGAL
INDIA
MALAYSIA
SINGAPORE
AUSTRALIA
SWITZERLAND
U.S.A.
CANADA
SOUTH
KOREA
HONG
KONG
NORWAY
NIGERIA
KENYA
COLOMBIA
AUSTRIA
IRELAND
WORLDWIDE
CHILE
CZECHIA
POLAND
TAIWAN
NEW
ZEALAND
GREECE
MEXICO
BELGIUM
SPAIN
U.K.
GERMANY
ROMANIA
DENMARK
SWEDEN
FRANCE
SAUDI
ARABIA
ITALY
ISRAEL
CHINA
EGYPT
JAPAN
MOROCCO
RUSSIA
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JAN
2023
DATAREPORTAL

85
7.2%
12.2%
10.3%
6.7%
4.2%
14.5%
17.3%
16.2%
11.6%
8.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JAN
2023
DATAREPORTAL

86
40.1%
38.5%
38.3%
35.9%
35.3%
33.1%
31.4%
29.4%
28.1%
27.8%
27.7%
27.5%
27.5%
26.8%
25.7%
25.5%
25.3%
25.3%
25.3%
24.9%
24.3%
23.8%
23.1%
22.9%
22.5%
22.5%
21.9%
21.7%
21.6%
21.5%
21.3%
21.0%
21.0%
20.8%
20.2%
20.0%
19.7%
19.1%
18.9%
18.2%
17.5%
17.4%
17.2%
17.1%
16.8%
15.8%
15.2%
12.9%
12.6%
10.1%
9.9%
COLOMBIA
MEXICO
CHILE
BRAZIL
NIGERIA
ARGENTINA
SOUTH
AFRICA
PHILIPPINES
POLAND
TURKEY
PORTUGAL
INDIA
KENYA
GREECE
CHINA
IRELAND
GERMANY
SAUDI
ARABIA
U.A.E.
WORLDWIDE
AUSTRIA
MALAYSIA
VIETNAM
NORWAY
NEW
ZEALAND
U.K.
ROMANIA
EGYPT
CANADA
TAIWAN
DENMARK
AUSTRALIA
SWITZERLAND
U.S.A.
GHANA
SINGAPORE
SPAIN
INDONESIA
ISRAEL
SWEDEN
SOUTH
KOREA
FRANCE
NETHERLANDS
BELGIUM
HONG
KONG
THAILAND
MOROCCO
ITALY
CZECHIA
JAPAN
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
JAN
2023
DATAREPORTAL

87
25.2%
29.2%
27.8%
26.7%
24.9%
21.7%
24.9%
23.8%
21.8%
20.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
JAN
2023
DATAREPORTAL

88
33.4%
31.6%
30.6%
29.1%
28.8%
28.4%
27.9%
27.8%
27.7%
27.6%
26.5%
26.0%
25.7%
25.5%
25.3%
24.7%
24.3%
23.9%
23.9%
23.8%
23.6%
23.6%
23.2%
23.2%
22.8%
22.7%
22.5%
22.5%
21.9%
21.9%
21.8%
21.8%
21.7%
21.5%
20.6%
19.7%
19.7%
19.6%
19.4%
19.1%
17.4%
16.6%
16.2%
15.1%
14.9%
12.1%
10.4%
10.3%
8.6%
6.4%
5.9%
U.A.E.
CZECHIA
HONG
KONG
INDIA
POLAND
GREECE
TURKEY
VIETNAM
NORWAY
SPAIN
SAUDI
ARABIA
U.S.A.
PORTUGAL
IRELAND
SINGAPORE
ITALY
GERMANY
AUSTRALIA
U.K.
MALAYSIA
CHINA
ROMANIA
MEXICO
NETHERLANDS
CHILE
AUSTRIA
WORLDWIDE
NEW
ZEALAND
BRAZIL
ISRAEL
CANADA
SWITZERLAND
DENMARK
SOUTH
KOREA
TAIWAN
BELGIUM
COLOMBIA
SWEDEN
SOUTH
AFRICA
THAILAND
ARGENTINA
FRANCE
INDONESIA
EGYPT
PHILIPPINES
RUSSIA
NIGERIA
KENYA
JAPAN
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES
JAN
2023
DATAREPORTAL

89
19.6%
27.2%
24.5%
18.6%
12.7%
21.0%
26.9%
25.5%
20.9%
16.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO OWN A SMARTWATCH (E.G. APPLE WATCH)
OWNERSHIP OF SMARTWATCHES
JAN
2023
DATAREPORTAL

90
51.5%
50.0%
49.1%
48.0%
45.8%
42.8%
42.5%
42.4%
42.0%
41.2%
40.6%
40.6%
39.2%
39.0%
38.8%
38.7%
38.7%
38.5%
38.2%
38.1%
37.3%
36.8%
36.6%
36.3%
35.9%
35.6%
35.5%
35.0%
33.8%
33.6%
33.6%
33.1%
32.5%
32.2%
31.9%
31.5%
30.8%
30.6%
29.8%
27.7%
27.3%
27.3%
26.1%
25.8%
25.5%
24.5%
24.1%
21.3%
20.9%
17.6%
15.9%
SPAIN
BRAZIL
GREECE
PORTUGAL
CHILE
FRANCE
POLAND
MEXICO
SOUTH
AFRICA
U.S.A.
CANADA
IRELAND
AUSTRIA
BELGIUM
SWITZERLAND
GERMANY
MALAYSIA
ARGENTINA
NEW
ZEALAND
SINGAPORE
U.K.
AUSTRALIA
COLOMBIA
SOUTH
KOREA
DENMARK
INDONESIA
HONG
KONG
PHILIPPINES
CZECHIA
ITALY
NETHERLANDS
ISRAEL
NORWAY
WORLDWIDE
INDIA
TAIWAN
U.A.E.
SWEDEN
VIETNAM
EGYPT
RUSSIA
THAILAND
SAUDI
ARABIA
TURKEY
CHINA
ROMANIA
JAPAN
MOROCCO
KENYA
GHANA
NIGERIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
JAN
2023
DATAREPORTAL

91
34.2%
30.8%
32.3%
35.1%
38.4%
29.1% 29.6% 30.3%
33.2%
38.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
JAN
2023
DATAREPORTAL

92
72.4%
72.2%
71.0%
70.7%
65.2%
64.2%
63.9%
63.8%
62.5%
62.4%
61.8%
61.1%
60.7%
60.6%
60.2%
59.7%
59.7%
59.5%
58.0%
58.0%
57.2%
56.4%
56.0%
55.6%
54.8%
53.9%
53.6%
53.4%
52.9%
52.4%
51.7%
49.9%
49.4%
48.2%
47.1%
46.8%
46.3%
45.1%
44.5%
43.4%
42.0%
36.7%
36.3%
35.0%
33.6%
31.8%
31.2%
NIGERIA
KENYA
SOUTH
AFRICA
PORTUGAL
BRAZIL
CHILE
AUSTRALIA
MALAYSIA
THAILAND
TURKEY
SPAIN
COLOMBIA
SINGAPORE
U.K.
CANADA
U.S.A.
SOUTH
KOREA
ARGENTINA
GREECE
INDONESIA
IRELAND
CROATIA
ROMANIA
PHILIPPINES
FINLAND
AVERAGE*
MEXICO
HUNGARY
INDIA
ITALY
JAPAN
PERU
FRANCE
SWEDEN
HONG
KONG
BULGARIA
TAIWAN
BELGIUM
CZECHIA
POLAND
SWITZERLAND
SLOVAKIA
NETHERLANDS
NORWAY
DENMARK
GERMANY
AUSTRIA
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM, “DIGITAL NEWS REPORT 2022”. FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE.
*NOTE: THE “AVERAGE” VALUE REPRESENTS A SIMPLE MEAN ACROSS ALL SURVEY RESPONDENTS, AND HAS NOT BEEN WEIGHTED BY THE POPULATION OR INTERNET ADOPTION RATE OF EACH COUNTRY.
GLOBAL OVERVIEW
PERCENTAGE OF ADULTS AGED 18+ WHO ARE CONCERNED ABOUT WHAT IS REAL OR FAKE ON THE INTERNET
CONCERNS ABOUT ONLINE MISINFORMATION
JAN
2023
DATAREPORTAL

93
57.0%
55.0% 54.4% 54.6%
57.2% 56.4%
47.5% 48.7%
50.5% 51.8%
55.2%
58.0%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM, “DIGITAL NEWS REPORT 2022”. NOTE: VALUES REPRESENT A SIMPLE MEAN ACROSS ALL SURVEY RESPONDENTS IN EACH DEMOGRAPHIC, AND
HAVE NOT BEEN WEIGHTED BY THE POPULATION OR INTERNET ADOPTION RATE OF EACH COUNTRY.
GLOBAL OVERVIEW
CONCERNS ABOUT ONLINE MISINFORMATION
PERCENTAGE OF ADULTS WHO ARE CONCERNED ABOUT WHAT IS REAL OR FAKE ON THE INTERNET
JAN
2023
DATAREPORTAL

94
39.6%
38.9%
36.5%
35.0%
33.4%
31.9%
30.6%
29.3%
28.7%
28.1%
27.3%
27.3%
27.3%
27.2%
26.1%
25.8%
25.5%
25.4%
25.2%
25.1%
24.9%
24.8%
24.5%
24.0%
24.0%
23.9%
23.6%
23.6%
22.9%
22.1%
21.8%
21.7%
21.6%
21.5%
21.4%
21.3%
20.7%
20.7%
20.7%
20.6%
20.4%
19.4%
19.1%
19.0%
18.3%
17.9%
17.7%
16.9%
14.8%
14.4%
10.1%
U.A.E.
INDIA
INDONESIA
RUSSIA
SAUDI
ARABIA
MALAYSIA
TURKEY
VIETNAM
AUSTRALIA
SINGAPORE
CHINA
MOROCCO
SWITZERLAND
WORLDWIDE
HONG
KONG
CANADA
U.S.A.
PORTUGAL
COLOMBIA
U.K.
IRELAND
KENYA
PHILIPPINES
DENMARK
NETHERLANDS
GERMANY
NEW
ZEALAND
THAILAND
SOUTH
AFRICA
EGYPT
NORWAY
CZECHIA
TAIWAN
SWEDEN
MEXICO
POLAND
AUSTRIA
FRANCE
GREECE
SPAIN
BELGIUM
ITALY
CHILE
GHANA
ARGENTINA
BRAZIL
NIGERIA
SOUTH
KOREA
ISRAEL
ROMANIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
JAN
2023
DATAREPORTAL

95
25.4%
27.2%
23.5%
19.1%
13.8%
35.7% 34.6%
28.8%
25.3%
22.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
JAN
2023
DATAREPORTAL

97
59.4% 77.8% 92.3% 46.3% 53.7%
4.76 +0.5% +3.0% 2H 31M 7.2
BILLION +23 MILLION +137 MILLION YOY: +2.0% (+3M) YOY: -4.6%
90
SOCIAL MEDIA USERS
vs. TOTAL POPULATION
SOCIAL MEDIA USERS AGE 18+
vs. POPULATION AGE 18+
SOCIAL MEDIA USERS
vs. TOTAL INTERNET USERS
FEMALE SOCIAL MEDIA USERS:
SHARE OF TOTAL USERS
MALE SOCIAL MEDIA USERS:
SHARE OF TOTAL USERS
NUMBER OF SOCIAL
MEDIA USERS
QUARTER-ON-QUARTER
CHANGE IN SOCIAL MEDIA USERS
YEAR-ON-YEAR CHANGE
IN SOCIAL MEDIA USERS
AVERAGE DAILY TIME SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF SOCIAL
PLATFORMS USED EACH MONTH
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; GWI (Q3 2022). NOTE: AVERAGE NUMBER OF PLATFORMS INCLUDES DATA FOR YOUTUBE.
ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARISONS WITH POPULATION AND INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, AGE
MISSTATEMENTS, DIFFERENT REPORTING PERIODS, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. COMPARABILITY: SIGNIFICANT
REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE
JAN
2023

98
1,720 1,857
2,078
2,307
2,789
3,196
3,461
3,709
4,199
4,623 4,760
+7.9% +11.9% +11.0% +20.9% +14.6% +8.3% +7.2% +13.2% +10.1% +3.0%
JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; MEDIASCOPE; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT
UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE CHANGES, BASE CHANGES, AND METHODOLOGY CHANGES. VALUES MAY NOT CORRELATE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. SEE NOTES ON
DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS) AND YEAR-ON-YEAR CHANGE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS OVER TIME (YOY)
JAN
2023
DATAREPORTAL

99
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
62.0%
63.7%
72.0%
32.5%
27.4%
63.6%
41.3%
8.4%
7.4%
13.3%
48.8%
70.5%
76.7%
83.6%
83.3%
71.3%
50.6%
67.5%
73.9%
59.4%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES,
INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND
REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. TOTAL POPULATION
JAN
2023

100
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
0.7%
10.7%
29.4%
16.1%
0.5%
4.3%
0.7%
1.0%
0.4%
1.4%
2.6%
5.0%
2.9%
2.2%
4.0%
7.7%
0.6%
3.0%
6.9%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE
INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY:
SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN
PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS
SHARE OF GLOBAL SOCIAL MEDIA USERS
JAN
2023

101
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
MALE GLOBAL AVERAGE: 53.7%
FEMALE GLOBAL AVERAGE: 46.3%
46
51
51
71
52
62
49
59
60
59
59
47
50
48
49
47
49
48
46
54
49
49
29
48
38
51
41
40
41
41
53
50
52
51
53
51
52
54
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT
INCLUDE DATA FOR CUBA, IRAN, SUDAN, OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. SOURCE DATA ARE ONLY AVAILABLE FOR BINARY GENDERS. COMPARABILITY: SOURCE, BASE,
AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS
REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
FEMALE AND MALE ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USERS
SOCIAL MEDIA: AUDIENCE GENDER BALANCE
JAN
2023

102
5.5%
13.5%
9.9%
7.4%
5.2% 4.8%
6.5%
17.5%
12.3%
8.1%
5.2%
4.2%
13 – 19
YEARS OLD
20 – 29
YEARS OLD
30 – 39
YEARS OLD
40 – 49
YEARS OLD
50 – 59
YEARS OLD
60+
YEARS OLD
SOURCES: KEPIOS ANALYSIS; COMPANIES’ ADVERTISING RESOURCES; CNNIC. NOTES: MOST SOCIAL MEDIA COMPANIES DO NOT ALLOW CHILDREN TO USE THEIR PLATFORMS, SO WHILE THERE MAY BE
SOCIAL MEDIA USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. SOURCE DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: USERS MAY MISSTATE THEIR ACTUAL
AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: DUE TO VARIATIONS IN DATA AVAILABILITY, NOTE THAT THE AGE GROUPS USED ON THIS CHART ARE NOT THE SAME AS THE
AGE GROUPS USED FOR MANY OF THE INDIVIDUAL SOCIAL MEDIA PLATFORM AUDIENCE PROFILES FEATURED ELSEWHERE IN THIS REPORT. SOURCE DATA REVISIONS; SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS IN EACH DEMOGRAPHIC GROUP AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS
SHARE OF GLOBAL SOCIAL MEDIA USERS
JAN
2023
DATAREPORTAL

103
105.5%
92.0%
89.9%
88.1%
85.7%
85.6%
85.1%
84.7%
84.7%
84.5%
84.4%
84.4%
83.8%
83.1%
82.2%
82.0%
81.4%
81.0%
80.9%
80.5%
79.8%
79.7%
79.3%
78.5%
78.5%
77.5%
76.9%
74.5%
74.4%
74.0%
73.4%
73.3%
73.1%
72.8%
72.5%
72.5%
72.3%
72.0%
71.0%
70.6%
67.3%
66.3%
60.4%
59.4%
56.6%
42.9%
41.4%
32.8%
19.5%
19.3%
14.3%
U.A.E.*
SOUTH
KOREA
HONG
KONG
NETHERLANDS
CANADA
SPAIN
GERMANY
SINGAPORE
NORWAY
TAIWAN
U.K.
CHILE
DENMARK
SWITZERLAND
SWEDEN
AUSTRIA
NEW
ZEALAND
AUSTRALIA
BELGIUM
FRANCE
IRELAND
ARGENTINA
SAUDI
ARABIA
MALAYSIA
PORTUGAL
ISRAEL
CZECHIA
ITALY
JAPAN
COLOMBIA
MEXICO
RUSSIA
TURKEY
THAILAND
U.S.A.
PHILIPPINES
GREECE
CHINA
VIETNAM
BRAZIL
ROMANIA
POLAND
INDONESIA
WORLDWIDE
MOROCCO
SOUTH
AFRICA
EGYPT
INDIA
GHANA
KENYA
NIGERIA
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. NOTE: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL
MEDIA PLATFORM(S) IN EACH COUNTRY. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. (*) PERCENTAGES MAY EXCEED 100% IN SOME COUNTRIES DUE TO ISSUES SUCH AS
DUPLICATE AND “FAKE” ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND ACTUAL RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. COMPARABILITY: SOURCE, BASE, AND
METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS vs. POPULATION
JAN
2023
DATAREPORTAL

104
231 NORTH KOREA1
[N/A] [BLOCKED]
230 ERITREA 0.3% 10,000
229 NIGER 1.8% 467,850
228 CENTRAL AFRICAN REPUBLIC 2.1% 117,000
227 CHAD 2.7% 491,650
226 TURKMENISTAN 2.8% 180,350
225 MALAWI 3.8% 783,750
224 SOUTH SUDAN 4.3% 470,350
223 UGANDA 4.3% 2,050,000
222 DEM. REP. OF THE CONGO 4.9% 4,900,000
01 UNITED ARAB EMIRATES 105.5%* 10,000,000
02 BAHRAIN 98.7% 1,460,000
03 QATAR 96.8% 2,620,000
04 BRUNEI 94.4% 425,600
05 SOUTH KOREA 92.0% 47,637,000
06 LEBANON 90.5% 4,910,000
07 OMAN 90.5% 4,170,000
08 HONG KONG 89.9% 6,730,000
09 NETHERLANDS 88.1% 15,500,000
10 CAYMAN ISLANDS 88.0% 60,750
# HIGHEST ADOPTION % OF POP. № OF USERS # LOWEST ADOPTION % OF POP. № OF USERS
LOWEST RATES OF SOCIAL MEDIA USE vs. POPULATION
HIGHEST RATES OF SOCIAL MEDIA USE vs. POPULATION
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. NOTES: FIGURES BASED ON THE AD REACH OF THE MOST USED SOCIAL
PLATFORM(S) IN EACH COUNTRY. (1) THE INTERNET IS BLOCKED IN NORTH KOREA, SO EVERYDAY CITIZENS DO NOT HAVE ACCESS TO SOCIAL MEDIA. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT
UNIQUE INDIVIDUALS. (*) PERCENTAGES MAY EXCEED 100% DUE TO DUPLICATE AND “FAKE” ACCOUNTS, AND DIFFERENCES BETWEEN CENSUS DATA AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR
FURTHER DETAILS. COMPARABILITY: SOURCE CHANGES; SIGNIFICANT REVISIONS TO SOURCE BASE DATA AND REPORTING METHODOLOGIES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
SOCIAL MEDIA USE vs. TOTAL POPULATION
JAN
2023

105
01:37
01:44
01:52
02:08
02:15
02:22 02:25 02:25 02:28 02:31
+7.2% +7.7% +14.3% +5.5% +5.2% +2.1% 0% +2.1% +2.0%
Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3 Q3
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA (YOY)
JAN
2023
DATAREPORTAL

106
04:36
03:46
03:44
03:43
03:34
03:32
03:28
03:28
03:21
03:18
03:15
03:01
02:54
02:53
02:50
02:50
02:47
02:44
02:32
02:32
02:31
02:29
02:25
02:16
02:16
02:15
02:13
02:12
02:06
02:05
02:04
02:02
01:59
01:58
01:56
01:56
01:56
01:55
01:55
01:55
01:53
01:52
01:48
01:47
01:43
01:41
01:39
01:34
01:34
01:11
00:51
NIGERIA
BRAZIL
SOUTH
AFRICA
PHILIPPINES
KENYA
COLOMBIA
CHILE
GHANA
MEXICO
INDONESIA
ARGENTINA
SAUDI
ARABIA
TURKEY
MOROCCO
INDIA
U.A.E.
MALAYSIA
THAILAND
ROMANIA
VIETNAM
WORLDWIDE
EGYPT
PORTUGAL
RUSSIA
U.S.A.
NEW
ZEALAND
SINGAPORE
ISRAEL
TAIWAN
CANADA
AUSTRALIA
POLAND
CHINA
SWEDEN
IRELAND
NORWAY
U.K.
FRANCE
GREECE
SPAIN
CZECHIA
HONG
KONG
ITALY
DENMARK
SWITZERLAND
GERMANY
NETHERLANDS
AUSTRIA
BELGIUM
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
DAILY TIME SPENT USING SOCIAL MEDIA
JAN
2023
DATAREPORTAL

107
03:11
02:56
02:33
02:08
01:40
02:46 02:42
02:19
01:58
01:38
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
DAILY TIME SPENT USING SOCIAL MEDIA
JAN
2023
DATAREPORTAL

108
47.1%
36.2%
34.2%
30.3%
28.8%
27.3%
25.9%
23.7%
23.4%
23.0%
22.7%
22.0%
21.8%
21.4%
21.3%
20.8%
20.3%
16.1%
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING CONTENT (E.G. ARTICLES, VIDEOS)
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
WATCHING LIVE STREAMS
SHARING AND DISCUSSING OPINIONS WITH OTHERS
MAKING NEW CONTACTS
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
WORK-RELATED NETWORKING OR RESEARCH
WATCHING OR FOLLOWING SPORTS
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
POSTING ABOUT YOUR LIFE
FOLLOWING CELEBRITIES OR INFLUENCERS
AVOIDING MISSING OUT ON THINGS (FOMO)
SUPPORTING OR CONNECTING WITH GOOD CAUSES
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF
INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH.
GLOBAL OVERVIEW
PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
JAN
2023
DATAREPORTAL

109
8.7
8.4
8.4
8.2
8.2
7.9
7.8
7.8
7.7
7.6
7.6
7.5
7.3
7.3
7.2
7.2
7.1
7.1
6.9
6.8
6.7
6.7
6.6
6.6
6.6
6.6
6.4
6.3
6.3
6.3
6.3
6.3
6.2
6.1
6.1
6.1
6.0
5.9
5.8
5.7
5.7
5.7
5.6
5.5
5.5
5.3
4.9
4.7
4.7
4.5
3.5
INDIA
BRAZIL
INDONESIA
PHILIPPINES
U.A.E.
SAUDI
ARABIA
MEXICO
SOUTH
AFRICA
MALAYSIA
TURKEY
COLOMBIA
CHILE
CHINA
VIETNAM
WORLDWIDE
EGYPT
THAILAND
SINGAPORE
ARGENTINA
PORTUGAL
GREECE
HONG
KONG
KENYA
ROMANIA
IRELAND
U.S.A.
NIGERIA
NORWAY
CANADA
SWEDEN
SPAIN
TAIWAN
POLAND
AUSTRALIA
U.K.
SWITZERLAND
NEW
ZEALAND
ITALY
ISRAEL
FRANCE
DENMARK
NETHERLANDS
AUSTRIA
CZECHIA
BELGIUM
GERMANY
RUSSIA
GHANA
MOROCCO
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: INCLUDES DATA FOR YOUTUBE.
COMPARABILITY: A CHART WITH A SIMILAR TITLE APPEARED IN PREVIOUS REPORTS IN THIS SERIES, BUT THOSE PREVIOUS VERSIONS INCLUDED DATA FOR ACCOUNT OWNERSHIP RATHER THAN ACTIVE USE.
FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS AGED 16 TO 64 USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
JAN
2023
DATAREPORTAL

110
7.8 7.9
7.2
6.1
5.1
7.6
7.9
7.2
6.4
5.5
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: INCLUDES DATA FOR YOUTUBE.
GLOBAL OVERVIEW
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS THAT INTERNET USERS USE ACTIVELY EACH MONTH
AVERAGE NUMBER OF SOCIAL PLATFORMS USED
JAN
2023
DATAREPORTAL

111
2,958
2,514
2,000
2,000
1,309
1,051
931
715
700
635
626
584
574
556
445
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM1
WECHAT1
TIKTOK1
FB MESSENGER2
DOUYIN3
TELEGRAM1
SNAPCHAT2
KUAISHOU1
SINA WEIBO1
QQ1
TWITTER2
PINTEREST1
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) ANALYSYS.CN. ADVISORY: USERS MAY NOT
REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES ARE LESS REPRESENTATIVE. BASE
CHANGES AND METHODOLOGY CHANGES IN SOURCE DATA MEAN THAT FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS)
THE WORLD’S MOST USED SOCIAL PLATFORMS
JAN
2023
DATAREPORTAL

112
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
WHATSAPP
ALSO USING
INSTAGRAM
ALSO USING
TIKTOK
ALSO USING
TELEGRAM
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
REDDIT
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.6% 100% 72.3% 72.0% 77.4% 52.3% 44.2% 33.1% 49.0% 14.0% 33.4% 30.6%
YOUTUBE USERS 1.0% 77.4% 100% 70.9% 75.8% 49.0% 46.6% 30.4% 50.6% 16.4% 35.6% 30.7%
WHATSAPP USERS 0.8% 79.4% 74.1% 100% 78.0% 50.5% 51.3% 34.7% 48.9% 13.1% 34.8% 31.4%
INSTAGRAM USERS 0.2% 82.1% 74.9% 75.1% 100% 54.2% 48.7% 37.4% 54.8% 15.2% 37.4% 31.0%
TIKTOK USERS 0.1% 82.5% 76.9% 72.2% 80.5% 100% 49.2% 39.8% 56.5% 16.3% 39.7% 29.4%
TELEGRAM USERS 0.1% 80.1% 79.2% 84.3% 83.3% 56.5% 100% 39.8% 59.5% 16.5% 39.3% 36.4%
SNAPCHAT USERS 0.1% 82.0% 76.1% 78.1% 87.3% 62.5% 54.5% 100% 60.7% 22.3% 45.5% 37.3%
TWITTER USERS 0.1% 82.4% 77.1% 74.6% 86.8% 60.3% 55.2% 41.2% 100% 21.3% 41.0% 38.7%
REDDIT USERS 0.1% 79.1% 78.1% 67.1% 81.3% 58.5% 51.5% 50.9% 71.6% 100% 57.3% 50.1%
PINTEREST USERS 0.2% 81.0% 76.9% 76.5% 85.5% 61.2% 52.6% 44.6% 59.2% 24.6% 100% 42.1%
LINKEDIN USERS 0.2% 86.6% 75.2% 80.4% 82.6% 52.8% 56.8% 42.5% 65.1% 25.0% 49.0% 100%
SOURCE: GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. TIKTOK IS CURRENTLY BLOCKED IN INDIA, WHICH
MAY RESULT IN LOWER VALUES IN THE TIKTOK COLUMN COMPARED WITH OTHER PLATFORMS. VALUES REPRESENT THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE
PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS WHO SAY THEY DO NOT USE ANY OTHER SOCIAL NETWORK OR
MESSENGER SERVICE, INCLUDING PLATFORMS NOT FEATURED IN THIS TABLE. COMPARABILITY: REVISED METHODOLOGY. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
JAN
2023

113
15.8%
14.3%
14.2%
12.2%
6.1%
5.7%
3.4%
2.6%
2.2%
2.0%
1.8%
1.5%
1.5%
1.4%
1.0%
0.9%
0.9%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT
TIKTOK
DOUYIN
TWITTER
FACEBOOK MESSENGER
TELEGRAM
LINE
KUAISHOU
PINTEREST
QQ
SNAPCHAT
IMESSAGE
LINKEDIN
VK
SOURCE: GWI (Q3 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY
RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S
SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
JAN
2023
DATAREPORTAL

114
WHATSAPP 15.5% 15.4% 17.1% 18.5% 19.5%
INSTAGRAM 21.3% 14.6% 9.4% 7.0% 4.9%
FACEBOOK 10.5% 15.7% 17.1% 16.8% 18.4%
WECHAT 8.4% 12.1% 13.8% 14.1% 15.0%
TIKTOK 7.7% 5.1% 4.4% 4.1% 2.2%
DOUYIN 4.1% 6.0% 6.7% 5.3% 4.7%
TWITTER 4.2% 3.9% 3.8% 3.8% 3.5%
FB MESSENGER 2.1% 2.8% 2.8% 2.6% 2.7%
TELEGRAM 3.0% 2.8% 2.3% 2.4% 2.3%
LINE 0.8% 1.3% 1.9% 2.9% 3.7%
WHATSAPP 12.3% 13.3% 15.4% 16.4% 20.3%
INSTAGRAM 23.1% 17.6% 13.2% 10.6% 7.6%
FACEBOOK 6.9% 13.5% 14.7% 16.9% 18.9%
WECHAT 8.0% 13.4% 15.0% 13.1% 11.7%
TIKTOK 12.0% 7.5% 5.5% 4.6% 3.2%
DOUYIN 4.7% 6.8% 7.6% 6.3% 3.6%
TWITTER 5.0% 2.6% 2.1% 2.1% 1.9%
FB MESSENGER 2.1% 2.5% 2.7% 2.9% 3.3%
TELEGRAM 2.0% 1.6% 1.6% 1.9% 1.8%
LINE 1.0% 1.4% 2.2% 3.4% 4.6%
SOCIAL
PLATFORM
AGE
16–24
AGE
25–34
AGE
35–44
AGE
45–54
AGE
55–64
SOCIAL
PLATFORM
AGE
16–24
AGE
25–34
AGE
35–44
AGE
45–54
AGE
55–64
FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL MEDIA PLATFORMS AMONGST MALE INTERNET USERS
SOURCE: GWI (Q3 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY RESPONDENTS
COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S SURVEY. WE REPORT
GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: VALUES NOW REPRESENT SHARE OF ACTIVE SOCIAL MEDIA USERS ONLY, RATHER
THAN SHARE OF ALL INTERNET USERS. VERSIONS OF THIS CHART THAT FEATURED IN OUR PREVIOUS REPORTS DID NOT INCLUDE DATA FOR CHINA, SO VALUES ARE NOT COMPARABLE.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
JAN
2023

115
23.5 HOURS / MONTH
23.1 HOURS / MONTH
19.7 HOURS / MONTH
17.3 HOURS / MONTH
12.0 HOURS / MONTH
11.0 HOURS / MONTH
5.5 HOURS / MONTH
4.0 HOURS / MONTH
3.2 HOURS / MONTH
3.1 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP MESSENGER
INSTAGRAM
LINE
TWITTER
TELEGRAM
SNAPCHAT
FB MESSENGER
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID
PHONES THROUGHOUT 2022. FIGURES DO NOT INCLUDE DATA FOR CHINA, SO FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
GLOBAL OVERVIEW
AVERAGE TIME PER MONTH THAT GLOBAL USERS SPENT USING EACH PLATFORM’S ANDROID APP THROUGHOUT 2022
TIME SPENT USING SOCIAL APPS
JAN
2023
DATAREPORTAL

116
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
ENTERTAINING CONTENT
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
KEEP UP TO DATE WITH
NEWS AND CURRENT EVENTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
54.5% 55.2% 59.5% 71.1% 62.9%
INSTAGRAM 59.9% 60.9% 49.2% 49.7% 67.9%
LINKEDIN 13.6% 27.1% 29.7% 14.6% 17.4%
PINTEREST 23.3% 38.1% 15.5% 8.7% 16.8%
REDDIT 36.9% 30.6% 34.1% 13.4% 19.1%
SNAPCHAT 35.4% 23.2% 21.9% 36.6% 42.6%
TIKTOK 78.9% 37.5% 33.5% 17.5% 37.4%
TWITTER 36.2% 37.9% 61.2% 22.4% 30.7%
SOURCE: GWI (Q3 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: DOES NOT INCLUDE DATA FOR USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY
THAT THEY HAVE USED THE SOCIAL MEDIA PLATFORM DETAILED IN THE LEFTMOST COLUMN OF EACH ROW AT LEAST ONCE IN THE PAST MONTH, AND WHO ALSO SAY THAT THEY USE THAT PLATFORM FOR THE
ACTIVITY DETAILED IN THE ROW AT THE TOP OF EACH COLUMN. TABLE VALUES IN BOLD ORANGE TEXT IDENTIFY THE TOP VALUE IN EACH ROW, AND DENOTE THE MOST POPULAR ACTIVITY AMONGST USERS
OF EACH PLATFORM. (1) FIGURES FOR FACEBOOK INCLUDE FACEBOOK MESSENGER.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE USERS OF EACH SOCIAL MEDIA PLATFORM AGED 16 TO 64 WHO SAY THEY USE THAT PLATFORM FOR EACH KIND OF ACTIVITY
SOCIAL MEDIA ACTIVITIES BY PLATFORM
JAN
2023

117
65.4%
64.6%
64.4%
63.9%
63.5%
60.3%
59.9%
58.7%
58.7%
58.5%
57.6%
57.0%
56.8%
56.4%
56.4%
54.3%
53.8%
53.5%
52.8%
52.2%
49.5%
48.9%
47.8%
47.2%
46.9%
46.8%
45.8%
45.7%
44.0%
43.7%
43.7%
43.4%
42.8%
42.8%
42.5%
42.0%
41.7%
40.6%
40.3%
40.1%
40.0%
40.0%
39.9%
39.8%
39.3%
38.1%
37.0%
34.5%
30.9%
29.2%
25.9%
KENYA
BRAZIL
INDONESIA
PHILIPPINES
SOUTH
AFRICA
GREECE
NIGERIA
MALAYSIA
VIETNAM
CHILE
COLOMBIA
ROMANIA
TURKEY
ARGENTINA
MEXICO
POLAND
THAILAND
PORTUGAL
U.A.E.
INDIA
WORLDWIDE
SAUDI
ARABIA
ISRAEL
SPAIN
CHINA
CZECHIA
ITALY
GHANA
HONG
KONG
RUSSIA
SINGAPORE
SWEDEN
EGYPT
TAIWAN
DENMARK
IRELAND
SWITZERLAND
U.S.A.
FRANCE
CANADA
AUSTRALIA
AUSTRIA
NORWAY
NEW
ZEALAND
GERMANY
NETHERLANDS
U.K.
BELGIUM
MOROCCO
SOUTH
KOREA
JAPAN
SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS
TO DO AND BUY; FINDING PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. COMPARABILITY: THIS CHART NOW SHOWS SHARE OF SOCIAL MEDIA USERS. A VERSION OF THIS
CHART THAT APPEARED IN PREVIOUS REPORTS SHOWED THE PERCENTAGE OF INTERNET USERS.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA
JAN
2023
DATAREPORTAL

118
55.1% 56.3%
54.4%
50.2%
41.2%
46.5%
49.3% 48.5%
43.6%
37.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT AT LEAST ONE OF THE FOLLOWING ACTIVITIES IS A PRIMARY REASON WHY THEY VISIT SOCIAL MEDIA PLATFORMS: FINDING INSPIRATION FOR THINGS
TO DO AND BUY; FINDING PRODUCTS TO PURCHASE; SEEING CONTENT FROM YOUR FAVOURITE BRANDS. COMPARABILITY: THIS CHART NOW SHOWS SHARE OF SOCIAL MEDIA USERS. A VERSION OF THIS
CHART THAT APPEARED IN PREVIOUS REPORTS SHOWED THE PERCENTAGE OF INTERNET USERS.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO VISIT SOCIAL MEDIA IN ORDER TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA
JAN
2023
DATAREPORTAL

119
1.02% 0.42% 0.35% 0.11% 0.12%
-3.8% (-4 BPS) -8.7% (-4 BPS) +6.1% (+2 BPS) -26.7% (-4 BPS) +9.1% (+1 BP)
67.13% 10.38% 9.65% 7.44% 3.38%
-9.4% (-700 BPS) +34.3% (+265 BPS) +114.4% (+515 BPS) -2.7% (-21 BPS) -12.9% (-50 BPS)
REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER
FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE
SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF
AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL
WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20%
FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE)
WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA
JAN
2023

120
44.9%
29.1%
27.7%
27.3%
27.0%
25.0%
22.1%
21.7%
21.6%
20.2%
20.1%
18.8%
17.1%
16.9%
16.8%
16.7%
FRIENDS, FAMILY, OR OTHER PEOPLE YOU KNOW
ACTORS, COMEDIANS, OR OTHER PERFORMERS
ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS
TV SHOWS OR CHANNELS
BANDS, SINGERS, OR OTHER MUSICIANS
RESTAURANTS, CHEFS, OR FOOD PERSONALITIES
INFLUENCERS OR OTHER EXPERTS
COMPANIES AND BRANDS YOU PURCHASE FROM
SPORTS PEOPLE AND TEAMS
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
CONTACTS RELEVANT TO YOUR WORK
COMPANIES RELEVANT TO YOUR WORK
GAMING EXPERTS OR GAMING STUDIOS
BEAUTY EXPERTS
JOURNALISTS OR NEWS COMPANIES
FITNESS EXPERTS OR ORGANISATIONS
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED
JAN
2023
DATAREPORTAL

121
46.0%
45.4%
41.7%
35.2%
34.6%
34.4%
30.1%
29.6%
28.2%
28.1%
27.5%
27.4%
27.2%
25.8%
25.5%
24.2%
24.2%
24.1%
23.7%
23.7%
23.0%
23.0%
22.7%
22.4%
22.4%
22.1%
21.9%
21.6%
21.5%
20.5%
19.8%
19.8%
19.8%
19.6%
19.5%
19.4%
19.1%
19.0%
18.7%
18.6%
17.9%
17.7%
17.5%
16.9%
16.2%
14.7%
14.5%
14.0%
12.8%
11.7%
6.3%
PHILIPPINES
NIGERIA
BRAZIL
KENYA
SOUTH
AFRICA
INDONESIA
SAUDI
ARABIA
COLOMBIA
MEXICO
MALAYSIA
ARGENTINA
CHILE
U.A.E.
SPAIN
PORTUGAL
EGYPT
SWEDEN
IRELAND
HONG
KONG
VIETNAM
NEW
ZEALAND
POLAND
GHANA
INDIA
ITALY
WORLDWIDE
FRANCE
DENMARK
U.S.A.
CANADA
NORWAY
SWITZERLAND
TAIWAN
AUSTRALIA
SINGAPORE
ROMANIA
SOUTH
KOREA
GERMANY
MOROCCO
AUSTRIA
THAILAND
ISRAEL
U.K.
NETHERLANDS
BELGIUM
CZECHIA
CHINA
GREECE
JAPAN
TURKEY
RUSSIA
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: REVISED METHODOLOGY
AND DEFINITIONS. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
JAN
2023
DATAREPORTAL

122
30.6%
27.3%
22.9%
17.9%
11.4%
24.3%
22.8%
20.4%
16.3%
11.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: REVISED METHODOLOGY
AND DEFINITIONS. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
JAN
2023
DATAREPORTAL

123
61.9%
54.6%
50.2%
49.4%
49.1%
47.4%
46.8%
46.5%
45.2%
45.0%
45.0%
44.7%
43.3%
42.9%
42.3%
42.0%
42.0%
41.1%
39.6%
38.4%
37.7%
37.5%
37.3%
33.7%
32.7%
32.1%
31.9%
31.7%
30.9%
30.7%
30.4%
30.4%
29.4%
28.9%
28.6%
28.6%
28.4%
28.2%
27.9%
27.8%
27.8%
27.7%
27.2%
26.6%
26.3%
26.1%
24.9%
24.4%
20.3%
16.8%
9.6%
NIGERIA
KENYA
SOUTH
AFRICA
BRAZIL
VIETNAM
PHILIPPINES
COLOMBIA
INDIA
U.A.E.
EGYPT
MEXICO
GREECE
INDONESIA
SAUDI
ARABIA
CHINA
ARGENTINA
CHILE
MALAYSIA
WORLDWIDE
PORTUGAL
GHANA
TURKEY
ISRAEL
SPAIN
IRELAND
THAILAND
SINGAPORE
HONG
KONG
TAIWAN
POLAND
NEW
ZEALAND
ROMANIA
CANADA
AUSTRALIA
CZECHIA
DENMARK
U.S.A.
SWITZERLAND
RUSSIA
NORWAY
SWEDEN
U.K.
ITALY
MOROCCO
NETHERLANDS
BELGIUM
AUSTRIA
FRANCE
GERMANY
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: FIGURES REPRESENT THE SHARE
OF INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. IN THIS CONTEXT, “WORK-RELATED ACTIVITIES” INCLUDE USING SOCIAL MEDIA FOR WORK-RELATED
NETWORKING AND RESEARCH, AND FOLLOWING CONTACTS OR COMPANIES THAT ARE RELEVANT TO WORK. COMPARABILITY: CHARTS WITH SIMILAR TITLES APPEARED IN PREVIOUS REPORTS, BUT THOSE
CHARTS USED DIFFERENT DEFINITIONS OF USING SOCIAL MEDIA FOR WORK, AND DIFFERENT AUDIENCE BASES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
JAN
2023
DATAREPORTAL

124
35.8%
43.0% 41.7%
36.7%
24.8%
36.9%
44.1% 45.5%
41.1%
33.0%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: FIGURES REPRESENT THE SHARE
OF INTERNET USERS WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS. IN THIS CONTEXT, “WORK-RELATED ACTIVITIES” INCLUDE USING SOCIAL MEDIA FOR WORK-RELATED
NETWORKING AND RESEARCH, AND FOLLOWING CONTACTS OR COMPANIES THAT ARE RELEVANT TO WORK. COMPARABILITY: CHARTS WITH SIMILAR TITLES APPEARED IN PREVIOUS REPORTS, BUT THOSE
CHARTS USED DIFFERENT DEFINITIONS OF USING SOCIAL MEDIA FOR WORK, AND DIFFERENT AUDIENCE BASES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT THEY USE SOCIAL MEDIA FOR WORK-RELATED ACTIVITIES
JAN
2023
DATAREPORTAL

125
55.8%
55.3%
54.0%
51.6%
51.1%
51.0%
50.3%
49.2%
48.4%
48.1%
47.6%
47.3%
46.8%
46.5%
45.5%
44.3%
43.3%
42.6%
42.6%
41.4%
40.8%
39.0%
38.5%
38.1%
37.9%
34.2%
33.7%
33.6%
33.5%
33.1%
32.6%
32.3%
32.3%
32.2%
32.1%
32.0%
31.3%
30.4%
30.4%
27.9%
26.8%
26.4%
25.8%
24.8%
24.7%
24.4%
23.0%
22.2%
21.2%
19.7%
16.2%
NIGERIA
GREECE
BRAZIL
POLAND
COLOMBIA
TURKEY
CHILE
VIETNAM
KENYA
ARGENTINA
ITALY
PHILIPPINES
PORTUGAL
SOUTH
AFRICA
MEXICO
CZECHIA
SPAIN
INDONESIA
MALAYSIA
GHANA
ROMANIA
RUSSIA
THAILAND
AUSTRIA
GERMANY
WORLDWIDE
SWEDEN
HONG
KONG
SWITZERLAND
SINGAPORE
INDIA
NETHERLANDS
U.A.E.
FRANCE
IRELAND
NORWAY
BELGIUM
CANADA
DENMARK
NEW
ZEALAND
U.K.
U.S.A.
TAIWAN
AUSTRALIA
CHINA
SAUDI
ARABIA
ISRAEL
JAPAN
EGYPT
MOROCCO
SOUTH
KOREA
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES REPRESENT SHARE OF
INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS
JAN
2023
DATAREPORTAL

126
30.2%
34.5% 35.6%
37.1%
34.9%
29.6%
34.2%
36.5% 36.1%
38.5%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES REPRESENT SHARE OF
INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST 30 DAYS.
GLOBAL OVERVIEW
PERCENTAGE OF SOCIAL MEDIA USERS WHO SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS
JAN
2023
DATAREPORTAL

THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO
LESS EGO-DRIVEN COMMUNITIES
NEW COOPERATIVES
Once so closely related, two core tenets of online behaviour – connecting with
friends and consuming content – have begun to drift apart. The vacuum
they've created is being filled by forms of connection that are open, dynamic,
and far less focused on the individual.
As the social web reorganises itself, individuality is out – at least in its earlier
form. Identity curation, self-presentation, hierarchy and status-seeking are
being gently set aside to make more space for effective community-building.
With growing emphasis on community over individuality, brands are better
received when they act as connectors, rather than frontmen. In this context,
brand identity is built bottom-up, through the collective, rather than top-down
through the brand-as-figurehead.
When the latest Minions release
prompted a chaotic fan-led "activation",
Universal chose to revel in the delights
of a viral campaign with no recognised
instigator. Rather than platforming
individual voices, #Gentleminions relied
on collective, anonymous mass
mobilisation, in a more light-hearted
example of how less ego-driven means
of connection can affect real world
action. The studio showed savvy by
leaning in and embracing the absurdity.
Brands can lay the groundwork for
communities to co-create content.
Twitter has started testing a CoTweets
feature, letting users in the US, Canada,
and Korea co-author posts. This means
that individual users, or even brands and
influencers, can share the creative and
editing responsibilities for a given post,
making it a truly collaborative effort.
FIND OUT MORE IN
PARTNER CONTENT

Meltwater Insights
The shifts creating new opportunities for marketers
Social Media Use
With more social geotargeting features
and demand for in-person events, expect
“offline” to start to play a bigger role with
influencers.
For marketers, tangible experiences have
the potential for big social media impacts.
From memorable in-store activations to
installations and challenges geared for
UGC, “offline” digital content presents an
opportunity to differentiate and strengthen
your brand.
Social commerce is here to stay, with
sales projected to account for 16.7% of all
e-commerce sales by 2025.
As more consumers make their first in-app
purchases in 2023, building trust through
social proof, influencer marketing, social
customer service, and multi-channel purchase
options is crucial. Brands need to get creative
with new platform features while emphasizing
the legitimacy, value, and quality of social
shopping.
Step aside, search engines. Gen-Z flocks to
TikTok and Instagram to discover products
and services. And older generations may not
be far behind.
Marketers targeting older audiences should
take stock of their current advertising
channels and consider expanding. TikTok,
in particular, is courting advertisers with
marketing integrations and educational
resources, making now an easy time to get
on board.
Rising trust in social commerce Social media as search engine Bringing “offline” online
Take control of your social media scheduling with
Meltwater’s social media management solution.
PARTNER CONTENT

130
38.4% 31.7% 43.7% 56.3%
1.98 24.8% -4.6% -6.0%
BILLION -96 MILLION -127 MILLION
90
FACEBOOK AD REACH
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
QUARTER-ON-QUARTER CHANGE
IN REPORTED FACEBOOK AD REACH
REPORTED FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND
FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY:
SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS
JAN
2023

131
2,184 2,212 2,252 2,276
2,109 2,141 2,168
2,079
1,983
+1.2% +1.8% +1.1% -7.3% +1.5% +1.2% -4.1% -4.6%
JAN APR JUL OCT JAN APR JUL OCT JAN
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH
THE TOTAL ACTIVE USER BASE. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, SOURCE DATA REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, AND SUCH
ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA
FOR FURTHER DETAILS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
FACEBOOK ADVERTISING REACH
JAN
2023
DATAREPORTAL

132
2.1%
8.9%
12.3%
8.5%
5.5%
3.8%
3.0%
2.7%
12.6%
17.6%
10.9%
6.1%
3.5%
2.6%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY:
REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA.
COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

133
93.5%
88.9%
83.4%
82.7%
79.0%
77.1%
76.1%
74.7%
73.8%
73.5%
69.4%
68.8%
67.5%
67.1%
66.3%
64.7%
64.6%
62.8%
62.6%
61.7%
61.3%
61.1%
60.9%
59.8%
59.7%
59.4%
55.4%
55.2%
55.0%
54.6%
53.0%
52.9%
52.8%
52.7%
49.4%
48.9%
48.0%
46.0%
40.2%
40.0%
37.8%
33.5%
31.7%
28.2%
25.1%
24.7%
20.5%
15.9%
13.5%
0.1%
PHILIPPINES
U.A.E.
VIETNAM
MEXICO
COLOMBIA
THAILAND
TAIWAN
ARGENTINA
MALAYSIA
CHILE
NORWAY
DENMARK
NEW
ZEALAND
AUSTRALIA
ISRAEL
PORTUGAL
SWEDEN
BELGIUM
HONG
KONG
CANADA
SINGAPORE
BRAZIL
U.S.A.
U.K.
MOROCCO
IRELAND
INDONESIA
ROMANIA
FRANCE
GREECE
CZECHIA
ITALY
EGYPT
NETHERLANDS
POLAND
SOUTH
AFRICA
TURKEY
SPAIN
AUSTRIA
SWITZERLAND
SAUDI
ARABIA
GERMANY
WORLDWIDE
INDIA
KENYA
GHANA
SOUTH
KOREA
NIGERIA
JAPAN
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK ADS COMPARED WITH POPULATION AGED 13+
FACEBOOK ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

134
01 INDIA 314,600,000 28.2%
02 UNITED STATES OF AMERICA 175,000,000 60.9%
03 INDONESIA 119,900,000 55.4%
04 BRAZIL 109,050,000 61.1%
05 MEXICO 83,750,000 82.7%
06 PHILIPPINES 80,300,000 93.5%
07 VIETNAM 66,200,000 83.4%
08 THAILAND 48,100,000 77.1%
09 BANGLADESH 43,250,000 32.3%
10 EGYPT 42,000,000 52.8%
11 PAKISTAN 37,300,000 23.0%
12 UNITED KINGDOM 34,400,000 59.8%
13 COLOMBIA 33,500,000 79.0%
14 TURKEY 32,800,000 48.0%
15 FRANCE 30,400,000 55.0%
16 ITALY 27,950,000 52.9%
17 ARGENTINA 27,350,000 74.7%
18 GERMANY 24,500,000 33.5%
19 PERU 22,850,000 86.0%
20 SOUTH AFRICA 22,150,000 48.9%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINT
OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE
TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE
COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
JAN
2023

135
11 CAMBODIA 82.6% 10,450,000
12 ARUBA 82.6% 76,000
13 TONGA 81.9% 61,750
14 GREENLAND 81.9% 37,900
15 FAROE ISLANDS 80.1% 34,950
16 COLOMBIA 79.0% 33,500,000
17 BOLIVIA 78.7% 7,100,000
18 ICELAND 77.5% 244,200
19 THAILAND 77.1% 48,100,000
01 LIBYA 96.1% 5,000,000
02 MONGOLIA 94.1% 2,300,000
03 PHILIPPINES 93.5% 80,300,000
04 UNITED ARAB EMIRATES 88.9% 7,300,000
05 PERU 86.0% 22,850,000
06 GEORGIA 85.5% 2,600,000
07 ECUADOR 85.0% 12,000,000
08 QATAR 83.6% 1,950,000
09 VIETNAM 83.4% 66,200,000
10 MEXICO 82.7% 83,750,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
FACEBOOK ELIGIBLE AD REACH RATE RANKING
JAN
2023

136
24.5
21.4
19.7
18.0 17.8
15.7 15.5 15.5
14.7 14.6
12.9 12.3
10.6 9.9
7.1
MEXICO
INDIA
WORLDWIDE
SINGAPORE
AUSTRALIA
CANADA
ARGENTINA
U.S.A.
U.K.
INDONESIA
FRANCE
BRAZIL
GERMANY
TURKEY
SOUTH
KOREA
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS, OR CONTACT DATA.AI FOR DETAILS OF HOW TO ACCESS DATA FOR ADDITIONAL LOCATIONS. NOTE: FIGURES REPRESENT AVERAGE NUMBER
OF HOURS SPENT PER USER, PER MONTH USING THE FACEBOOK MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH FACEBOOK USER SPENDS USING THE FACEBOOK APP ON ANDROID PHONES
FACEBOOK: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

137
0.07% 0.12% 0.08% 0.03% 0.11%
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: ALL POST TYPES
PAGE FANS: PHOTO POSTS
PAGE FANS: VIDEO POSTS
PAGE FANS: LINK POSTS
PAGE FANS: STATUS POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND
SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS
JAN
2023

138
0.31% 0.20% 0.05%
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH FEWER THAN 10,000 FANS
WITH 10,000 TO 100,000 FANS
WITH MORE THAN 100,000 FANS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND
SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT COMPARISONS
JAN
2023

139
21 NEYMAR JR. 90,000,000
22 SELENA GOMEZ 88,100,000
23 NETFLIX 86,100,000
24 PEOPLE’S DAILY, CHINA 84,000,000
25 MCDONALD’S 82,000,000
26 UEFA CHAMPIONS LEAGUE 81,300,000
27 LALIGA 81,300,000
28 MANCHESTER UNITED 79,400,000
29 META 79,000,000
30 TAYLOR SWIFT 77,000,000
11 FC BARCELONA 110,400,000
12 COCA-COLA 109,000,000
13 TASTY 106,300,000
14 VIN DIESEL 106,000,000
15 YOUTUBE 105,800,000
16 CHINA DAILY 105,000,000
17 RIHANNA 102,000,000
18 EMINEM 95,000,000
19 XINHUA NEWS AGENCY 94,500,000
20 JUSTIN BIEBER 91,000,000
01 FACEBOOK APP 182,400,000
02 SAMSUNG 162,000,000
03 CRISTIANO RONALDO 159,000,000
04 MR. BEAN 134,000,000
05 5-MINUTE CRAFTS 125,300,000
06 CGTN 119,000,000
07 SHAKIRA 119,000,000
08 REAL MADRID C.F. 115,600,000
09 WILL SMITH 113,000,000
10 LIONEL MESSI 113,000,000
# FACEBOOK PAGE FOLLOWERS # FACEBOOK PAGE FOLLOWERS # FACEBOOK PAGE FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON RANKINGS PUBLISHED BY SOCIALBLADE AND FOLLOWER DATA PUBLISHED ON FACEBOOK.COM. NOTES: VALUES HAVE BEEN ROUNDED TO THE NEAREST 100,000.
FACEBOOK ALSO ROUNDS VALUES FOR SOME PAGES TO THE NEAREST MILLION. WHERE PAGES HAVE AN EQUAL NUMBERS OF FOLLOWERS, RANK ORDER IS BASED ON THE TOTAL NUMBER OF PAGE LIKES.
COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
FACEBOOK PAGES WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED FACEBOOK PAGES
JAN
2023

141
2.07 36.8% 45.6% 54.4%
BILLION
2.51 31.4% 48.7% -1.9%
BILLION -48 MILLION
POTENTIAL REACH OF
ADS ON YOUTUBE
YOUTUBE AD REACH
YOUTUBE AD REACH vs.
TOTAL INTERNET USERS
REPORTED YOUTUBE AD REACH
YOUTUBE’S ADVERTISING
REACH: USERS AGED 18+
YOUTUBE’S AD REACH AGE 18+
vs. TOTAL POPULATION AGE 18+
FEMALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
MALE YOUTUBE AD REACH AGE 18+
vs. TOTAL YOUTUBE AD REACH AGE 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. GOOGLE’S RESOURCES ONLY PUBLISH GENDER AND AGE DATA FOR USERS
AGED 18 AND ABOVE, AND ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. FIGURE FOR POTENTIAL REACH AGE 18+ USES A DIFFERENT AUDIENCE TOTAL TO THE ONE USED FOR REACH OF TOTAL
POPULATION. COMPARABILITY: SIGNIFICANT BASE REVISIONS, INCLUDING LOSS OF AUDIENCE DATA FOR RUSSIA. DATA ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE
YOUTUBE: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

142
6.2%
8.8%
7.6%
5.6%
4.4%
4.8%
8.8%
11.9%
9.1%
6.3%
4.4% 4.2%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+, BUT GOOGLE’S RESOURCES ALSO PUBLISH A VALUE FOR TOTAL AUDIENCE. PERCENTAGES SHOWN HERE REPRESENT SHARE OF THE TOTAL AUDIENCE
FIGURE, SO WILL NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY
RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
YOUTUBE: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

143
98.7%
92.7%
92.1%
91.9%
91.6%
91.3%
91.3%
91.2%
90.8%
90.2%
90.2%
90.1%
89.9%
88.8%
88.8%
88.6%
88.5%
87.7%
87.5%
87.2%
86.8%
86.0%
85.4%
83.5%
79.8%
78.4%
78.2%
77.7%
76.1%
75.4%
74.0%
73.0%
72.6%
71.2%
71.0%
70.7%
68.9%
68.5%
64.3%
63.3%
61.6%
56.1%
55.1%
50.7%
36.8%
36.3%
25.6%
25.3%
U.A.E.
NETHERLANDS
NORWAY
U.K.
SOUTH
KOREA
ISRAEL
HONG
KONG
SAUDI
ARABIA
CANADA
SWEDEN
DENMARK
SPAIN
GERMANY
NEW
ZEALAND
FRANCE
IRELAND
SWITZERLAND
BELGIUM
TAIWAN
AUSTRALIA
AUSTRIA
SINGAPORE
CHILE
CZECHIA
MALAYSIA
U.S.A.
ITALY
ARGENTINA
GREECE
PORTUGAL
TURKEY
BRAZIL
ROMANIA
MEXICO
POLAND
JAPAN
VIETNAM
MOROCCO
COLOMBIA
THAILAND
PHILIPPINES
SOUTH
AFRICA
INDONESIA
EGYPT
WORLDWIDE
INDIA
KENYA
NIGERIA
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY
NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE
NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
YOUTUBE’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
YOUTUBE ADVERTISING: REACH RATE AGE 18+
JAN
2023
DATAREPORTAL

144
11 PHILIPPINES 57,700,000 61.6%
12 UNITED KINGDOM 57,100,000 91.9%
13 FRANCE 52,100,000 88.8%
14 SOUTH KOREA 46,000,000 91.6%
15 EGYPT 45,900,000 50.7%
16= ITALY 43,900,000 78.2%
16= THAILAND 43,900,000 63.3%
18 SPAIN 40,700,000 90.1%
19 BANGLADESH 34,400,000 23.2%
20 CANADA 33,100,000 90.8%
01 INDIA 467,000,000 36.3%
03 BRAZIL 142,000,000 73.0%
04 INDONESIA 139,000,000 55.1%
05 MEXICO 81,800,000 71.2%
06 JAPAN 78,400,000 70.7%
07 PAKISTAN 71,700,000 39.1%
08 GERMANY 70,900,000 89.9%
09 VIETNAM 63,000,000 68.9%
10 TURKEY 57,900,000 74.0%
# LOCATION
TOTAL
REACH
REACH 18+
vs. POP. 18+
# LOCATION
TOTAL
REACH
REACH 18+
vs. POP. 18+
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE DATA ONLY. “TOTAL REACH” FIGURE INCLUDES USERS OF ALL AGES; “REACH 18+ vs. POP. 18+” ONLY INCLUDES USERS AGED 18+. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE ACTIVE USER BASE. VALUES vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING
JAN
2023

145
11 ISRAEL 91.3% 7,060,000
12 HONG KONG 91.3% 6,730,000
13 SAUDI ARABIA 91.2% 29,100,000
14 CANADA 90.8% 33,100,000
15 SWEDEN 90.2% 8,700,000
16 DENMARK 90.2% 4,940,000
17 SPAIN 90.1% 40,700,000
18 GERMANY 89.9% 70,900,000
19 NEW ZEALAND 88.8% 4,240,000
20 FRANCE 88.8% 52,100,000
01 LEBANON 111.5%* 4,910,000
02 BAHRAIN 109.8%* 1,460,000
03 OMAN 108.0%* 4,170,000
04 QATAR 102.7%* 2,620,000
06 NETHERLANDS 92.7% 15,500,000
07 NORWAY 92.1% 4,620,000
08 UNITED KINGDOM 91.9% 57,100,000
09 SOUTH KOREA 91.6% 46,000,000
10 KUWAIT 91.6% 3,590,000
# LOCATION
REACH 18+
vs. POP. 18+
TOTAL
REACH
# LOCATION
REACH 18+
vs. POP. 18+
TOTAL
REACH
SOURCES: GOOGLE’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE DATA ONLY. “TOTAL REACH” FIGURE INCLUDES USERS OF ALL AGES; “REACH 18+ vs. POP. 18+” ONLY INCLUDES USERS AGED 18+. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE ACTIVE USER BASE. (*) VALUES vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE YOUTUBE ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
YOUTUBE AD REACH RATE RANKING
JAN
2023

146
40.0
29.2
26.8 26.3
23.1 22.0 21.3 21.0 20.9
18.5 17.7 17.1
15.5
13.9
11.7 10.8
SOUTH
KOREA
INDIA
INDONESIA
RUSSIA
WORLDWIDE
BRAZIL
U.S.A.
MEXICO
SINGAPORE
TURKEY
CANADA
AUSTRALIA
U.K.
ARGENTINA
FRANCE
GERMANY
OF HOURS SPENT PER USER, PER MONTH USING THE YOUTUBE MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH YOUTUBE USER SPENDS USING THE YOUTUBE APP ON ANDROID PHONES
YOUTUBE: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

147
1 SONG 100
2 MOVIE 55
3 VIDEO 38
4 SONGS 37
5 DJ 22
6 FILM 17
7 STATUS 17
8 MUSIC 16
9 CARTOON 15
10 CARTOON CARTOON 15
11 NEW SONG 14
12 GANA 14
13 TIKTOK 13
14 MOVIES 13
15 HINDI MOVIE 13
16 KARAOKE 13
17 NEWS 13
18 COMEDY 9
19 MINECRAFT 9
20 ASMR 8
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN
SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS.
GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE
TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD.
GLOBAL OVERVIEW
QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022
TOP YOUTUBE SEARCHES
JAN
2023

148
11 BLACKPINK 83,700,000 28,563,300,000
12 GOLDMINES 80,600,000 21,029,900,000
13 5-MINUTE CRAFTS 78,400,000 24,908,600,000
14 SONY SAB 75,900,000 90,450,100,000
15 BANGTANTV 73,000,000 19,106,700,000
16 JUSTIN BIEBER 70,800,000 29,517,900,000
17 HYBE LABELS 69,500,000 25,788,000,000
18 CANAL KONDZILLA 66,300,000 37,135,100,000
19 ZEE TV 65,200,000 30,925,900,000
20 PINKFONG BABY SHARK 64,100,000 35,625,600,000
01 T-SERIES 233,000,000 211,647,300,000
02 COCOMELON - NURSERY RHYMES 151,000,000 147,963,100,000
03 SET INDIA 149,000,000 136,916,900,000
04 MRBEAST 126,000,000 21,042,100,000
05 PEWDIEPIE 111,000,000 28,835,300,000
06 ✿ KIDS DIANA SHOW 106,000,000 86,237,300,000
07 LIKE NASTYA 103,000,000 86,791,500,000
08 WWE 92,600,000 73,311,300,000
09 VLAD AND NIKI 92,200,000 72,128,000,000
10 ZEE MUSIC COMPANY 91,200,000 53,011,500,000
# CHANNEL NAME SUBSCRIBERS CHANNEL VIEWS # CHANNEL NAME SUBSCRIBERS CHANNEL VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: SUBSCRIBER NUMBERS ROUNDED AT SOURCE. VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000.
COMPARABILITY: SUBSCRIBER AND VIEW COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
YOUTUBE CHANNELS WITH THE GREATEST NUMBER OF SUBSCRIBERS
MOST POPULAR YOUTUBE CHANNELS
JAN
2023

149
01 PINK FONG – “BABY SHARK DANCE” 12,055,900,000 18 JUN 2016 38,000,000
02 LUIS FONSI FEATURING DADDY YANKEE – “DESPACITO” 8,055,700,000 13 JAN 2017 50,000,000
03 LOOLOO KIDS – “JOHNY JOHNY YES PAPA” 6,576,900,000 08 OCT 2016 18,000,000
04 COCOMELON - NURSERY RHYMES – “BATH SONG” 5,918,300,000 02 MAY 2018 15,000,000
05 ED SHEERAN – “SHAPE OF YOU” 5,882,100,000 30 JAN 2017 30,000,000
06 WIZ KHALIFA FEATURING CHARLIE PUTH – “SEE YOU AGAIN “ 5,745,300,000 07 APR 2015 39,000,000
07 CHUCHU TV NURSERY RHYMES & KIDS SONGS – “PHONICS SONG WITH TWO WORDS” 5,093,400,000 07 MAR 2014 [HIDDEN]
08 COCOMELON - NURSERY RHYMES – “WHEELS ON THE BUS” 4,800,900,000 24 MAY 2018 14,000,000
09 MARK RONSON FEATURING BRUNO MARS – “UPTOWN FUNK” 4,794,200,000 19 NOV 2014 19,000,000
10 МИРОШКА ТВ – “LEARNING COLORS - COLORFUL EGGS ON A FARM” 4,774,900,000 27 FEB 2018 13,000,000
# YOUTUBE CHANNEL – “VIDEO TITLE” VIEWS UPLOADED LIKES
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON YOUTUBE. NOTES: VIEWS HAVE BEEN ROUNDED TO THE NEAREST 100,000. LIKES ARE ROUNDED AT SOURCE. COMPARABILITY: VIEW AND LIKE
COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
YOUTUBE VIDEOS WITH THE GREATEST NUMBER OF ALL-TIME VIEWS
MOST VIEWED YOUTUBE VIDEOS
JAN
2023

151
25.6% 21.1% 48.2% 51.8%
1.32 16.5% -4.9% -10.8%
BILLION -68 MILLION -160 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
FEMALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
MALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
IN REPORTED INSTAGRAM AD REACH
REPORTED INSTAGRAM AD REACH
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

152
1,221
1,287
1,386 1,393
1,478 1,452 1,440
1,386
1,318
+5.4% +7.7% +0.5% +6.1% -1.8% -0.8% -3.8% -4.9%
2021 2021 2021 2021 2022 2022 2022 2022 2023
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
INSTAGRAM ADVERTISING REACH
JAN
2023
DATAREPORTAL

153
3.7%
13.9% 13.9%
8.1%
4.7%
2.6%
1.5%
4.3%
16.9% 16.4%
7.6%
3.7%
1.7%
1.1%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY:
REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA.
GLOBAL OVERVIEW
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
INSTAGRAM: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

154
71.1%
66.3%
63.9%
63.6%
63.5%
60.3%
58.7%
58.1%
56.9%
54.7%
52.5%
52.0%
51.1%
50.7%
50.1%
50.1%
50.0%
49.9%
49.6%
49.2%
49.2%
47.5%
47.4%
45.9%
45.9%
44.2%
43.8%
43.0%
41.8%
41.2%
41.1%
41.0%
37.5%
37.0%
37.0%
36.2%
30.0%
28.8%
28.3%
27.8%
21.1%
20.6%
20.4%
19.3%
13.0%
12.5%
7.4%
6.0%
5.2%
0.2%
TURKEY
CHILE
ARGENTINA
BRAZIL
SWEDEN
U.A.E.
NORWAY
PORTUGAL
ISRAEL
IRELAND
AUSTRALIA
SPAIN
DENMARK
MALAYSIA
SINGAPORE
NETHERLANDS
U.K.
U.S.A.
ITALY
HONG
KONG
NEW
ZEALAND
CANADA
TAIWAN
SWITZERLAND
BELGIUM
GREECE
SAUDI
ARABIA
FRANCE
COLOMBIA
INDONESIA
SOUTH
KOREA
JAPAN
GERMANY
AUSTRIA
CZECHIA
MEXICO
MOROCCO
POLAND
ROMANIA
THAILAND
WORLDWIDE
INDIA
PHILIPPINES
EGYPT
VIETNAM
SOUTH
AFRICA
GHANA
KENYA
NIGERIA
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS.
GLOBAL OVERVIEW
POTENTIAL REACH OF INSTAGRAM ADS COMPARED WITH POPULATION AGED 13+
INSTAGRAM ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

155
11 FRANCE 23,750,000 43.0%
12 ARGENTINA 23,400,000 63.9%
13 SPAIN 21,900,000 52.0%
14 SOUTH KOREA 19,250,000 41.1%
15 COLOMBIA 17,750,000 41.8%
16 PHILIPPINES 17,550,000 20.4%
17 THAILAND 17,350,000 27.8%
18 CANADA 15,900,000 47.5%
19 EGYPT 15,350,000 19.3%
20 IRAQ 14,000,000 46.5%
01 INDIA 229,550,000 20.6%
03 BRAZIL 113,500,000 63.6%
04 INDONESIA 89,150,000 41.2%
05 TURKEY 48,650,000 71.1%
06 JAPAN 45,700,000 41.0%
07 MEXICO 36,700,000 36.2%
08 UNITED KINGDOM 28,750,000 50.0%
09 GERMANY 27,450,000 37.5%
10 ITALY 26,200,000 49.6%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING
JAN
2023

156
11 ARGENTINA 63.9% 23,400,000
12 BRAZIL 63.6% 113,500,000
13 SWEDEN 63.5% 5,700,000
14 ICELAND 63.1% 199,050
15 GUAM 61.6% 82,250
16 BARBADOS 61.3% 148,300
18 NORWAY 58.7% 2,750,000
19 PORTUGAL 58.1% 5,300,000
20 KUWAIT 58.0% 2,050,000
01 BRUNEI 74.1% 270,550
02 KAZAKHSTAN 72.5% 10,450,000
03 BAHRAIN 72.0% 879,750
04 TURKEY 71.1% 48,650,000
05 CYPRUS 66.8% 722,900
06 CHILE 66.3% 10,950,000
07 MONTENEGRO 66.2% 350,850
09 URUGUAY 64.5% 1,850,000
10 PANAMA 64.1% 2,200,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
INSTAGRAM ELIGIBLE AD REACH RATE RANKING
JAN
2023

157
21.4
17.6
15.9 15.4 14.9
12.0
9.6 9.5 9.5
8.6 8.6 8.5
7.7 7.7
6.9
6.1
TURKEY
ARGENTINA
BRAZIL
INDONESIA
INDIA
WORLDWIDE
RUSSIA
CANADA
SINGAPORE
AUSTRALIA
FRANCE
GERMANY
U.K.
U.S.A.
MEXICO
SOUTH
KOREA
OF HOURS SPENT PER USER, PER MONTH USING THE INSTAGRAM MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH INSTAGRAM USER SPENDS USING THE INSTAGRAM APP ON ANDROID PHONES
INSTAGRAM: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

158
0.65% 0.59% 0.66% 0.76%
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR CAROUSEL POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS
JAN
2023

159
0.93% 0.76% 0.58%
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
10,000 TO 100,000 FOLLOWERS
MORE THAN 100,000 FOLLOWERS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT RATES COMPARISON
JAN
2023

160
11 JUSTIN BIEBER @JUSTINBIEBER 272,400,000
12 KENDALL JENNER @KENDALLJENNER 269,300,000
13 NIKE @NIKE 261,200,000
14 NATIONAL GEOGRAPHIC @NATGEO 254,500,000
15 TAYLOR SWIFT @TAYLORSWIFT 239,400,000
16 JENNIFER LOPEZ @JLO 230,700,000
17 VIRAT KOHLI @VIRAT.KOHLI 230,500,000
18 KOURTNEY KARDASHIAN @KOURTNEYKARDASH 208,500,000
19 NICKI MINAJ @NICKIMINAJ 207,700,000
20 NEYMAR @NEYMARJR 200,800,000
01 INSTAGRAM @INSTAGRAM 587,200,000
02 CRISTIANO RONALDO @CRISTIANO 529,400,000
03 LIONEL MESSI @LEOMESSI 415,200,000
04 KYLIE JENNER @KYLIEJENNER 377,600,000
05 SELENA GOMEZ @SELENAGOMEZ 367,900,000
06 DWAYNE JOHNSON @THEROCK 356,900,000
07 ARIANA GRANDE @ARIANAGRANDE 348,100,000
08 KIM KARDASHIAN @KIMKARDASHIAN 339,600,000
09 BEYONCÉ @BEYONCE 289,700,000
10 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 287,600,000
# ACCOUNT HOLDER HANDLE FOLLOWERS # ACCOUNT HOLDER HANDLE FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR INSTAGRAM ACCOUNTS
JAN
2023

161
21 #BEAUTY 509,700,000
22 #FITNESS 502,600,000
23 #LIKE4LIKE 502,400,000
24 #FOOD 492,000,000
25 #INSTALIKE 475,100,000
26 #PHOTO 466,700,000
27 #SELFIE 451,300,000
28 #ME 450,100,000
29 #FRIENDS 432,500,000
30 #FUN 427,300,000
11 #HAPPY 683,500,000
12 #FOLLOW 673,000,000
13 #TRAVEL 662,100,000
14 #CUTE 654,600,000
15 #STYLE 617,800,000
16 #INSTADAILY 603,500,000
17 #TBT 580,300,000
18 #FOLLOWME 555,100,000
19 #REPOST 550,800,000
20 #SUMMER 536,000,000
01 #LOVE 2,147,500,000
02 #INSTAGOOD 1,586,000,000
03 #FASHION 1,073,000,000
04 #PHOTOOFTHEDAY 1,010,400,000
05 #INSTAGRAM 972,100,000
06 #ART 964,400,000
07 #PHOTOGRAPHY 958,400,000
08 #BEAUTIFUL 803,100,000
09 #NATURE 748,100,000
10 #PICOFTHEDAY 703,200,000
# HASHTAG POSTS # HASHTAG POSTS # HASHTAG POSTS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON INSTAGRAM. NOTES: POST COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. INSTAGRAM NO LONGER PUBLISHES POST COUNTS FOR
SOME POPULAR HASHTAGS, SO THESE TAGS ARE NOT INCLUDED IN THIS RANKING. COMPARABILITY: POST COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
HASHTAGS THAT HAVE BEEN USED IN THE GREATEST NUMBER OF INSTAGRAM POSTS (ALL TIME)
MOST USED INSTAGRAM HASHTAGS
JAN
2023

163
20.4% 18.7% 54.1% 45.9%
1.05 13.1% +11.2% +18.8%
BILLION +106 MILLION +166 MILLION
90
TIKTOK AD REACH AGE 18+
vs. POPULATION AGE 18+
FEMALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
MALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
POTENTIAL REACH OF ADS
ON TIKTOK (AGE 18+ ONLY)
IN REPORTED TIKTOK AD REACH
REPORTED TIKTOK AD REACH
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE.
VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

164
21.5%
17.3%
8.2%
4.2%
2.8%
17.4%
15.1%
7.4%
3.7%
2.3%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55+
YEARS OLD
SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT
AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
TIKTOK: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

165
105.2%
103.3%
77.7%
73.4%
69.1%
68.9%
63.6%
62.8%
58.2%
56.8%
55.1%
52.1%
50.4%
49.0%
48.2%
47.9%
46.8%
46.5%
42.7%
42.1%
40.9%
40.8%
40.6%
40.3%
39.6%
37.8%
37.7%
37.6%
36.7%
35.9%
35.0%
34.3%
34.3%
34.2%
29.9%
29.7%
29.6%
28.9%
28.6%
28.4%
26.3%
23.0%
19.5%
18.7%
12.7%
U.A.E.
SAUDI
ARABIA
MALAYSIA
CHILE
THAILAND
VIETNAM
MEXICO
ISRAEL
PHILIPPINES
INDONESIA
IRELAND
COLOMBIA
BRAZIL
ARGENTINA
TURKEY
RUSSIA
ROMANIA
SINGAPORE
U.S.A.
SPAIN
FRANCE
NEW
ZEALAND
SWEDEN
AUSTRALIA
NETHERLANDS
NORWAY
BELGIUM
PORTUGAL
U.K.
MOROCCO
GREECE
ITALY
EGYPT
CANADA
POLAND
GERMANY
SOUTH
AFRICA
AUSTRIA
SWITZERLAND
DENMARK
TAIWAN
CZECHIA
JAPAN
WORLDWIDE
SOUTH
KOREA
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE
DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS
IN THE SOURCE DATA. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
TIKTOK’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
TIKTOK ADVERTISING: REACH RATE AGE 18+
JAN
2023
DATAREPORTAL

166
11 IRAQ 23,879,500 94.5%
12 EGYPT 23,729,500 34.3%
13 FRANCE 20,954,000 40.9%
14 JAPAN 20,696,000 19.5%
15 GERMANY 20,648,000 29.7%
16 COLOMBIA 20,114,000 52.1%
17 UNITED KINGDOM 19,658,500 36.7%
18 MALAYSIA 19,302,500 77.7%
19 ITALY 17,153,000 34.3%
20 PERU 16,868,500 71.6%
02 INDONESIA 109,903,000 56.8%
03 BRAZIL 82,207,000 50.4%
04 MEXICO 57,516,000 63.6%
05 RUSSIAN FEDERATION 54,864,000 47.9%
06 VIETNAM 49,862,500 68.9%
07 PHILIPPINES 43,428,500 58.2%
08 THAILAND 40,277,500 69.1%
09 TURKEY 29,862,500 48.2%
10 SAUDI ARABIA 26,391,500 103.3%*
# LOCATION
REACH
AGE 18+
REACH 18+
vs. POP. 18+
# LOCATION
REACH
AGE 18+
REACH 18+
vs. POP. 18+
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL
ACTIVE USER BASE. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN
CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+
TIKTOK AD REACH RANKING
JAN
2023

167
11 CHILE 73.4% 11,251,500
12 PERU 71.6% 16,868,500
13 THAILAND 69.1% 40,277,500
14 VIETNAM 68.9% 49,862,500
15 CAMBODIA 63.7% 7,061,500
16 MEXICO 63.6% 57,516,000
17 JORDAN 62.9% 4,427,500
18 ISRAEL 62.8% 3,847,000
19 PHILIPPINES 58.2% 43,428,500
20 INDONESIA 56.8% 109,903,000
01 UNITED ARAB EMIRATES 105.2%* 8,229,500
02 SAUDI ARABIA 103.3%* 26,391,500
03 KUWAIT 98.8% 3,215,000
04 QATAR 96.5% 2,140,500
05 IRAQ 94.5% 23,879,500
06 KAZAKHSTAN 81.3% 10,410,500
07 BAHRAIN 78.7% 889,500
08 MALAYSIA 77.7% 19,302,500
09 ECUADOR 77.0% 9,653,500
10 LEBANON 76.3% 2,776,000
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
# LOCATION
REACH 18+
vs. POP. 18+
REACH
AGE 18+
SOURCES: TIKTOK’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE.
DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL
ACTIVE USER BASE. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN
CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
TIKTOK AD REACH RATE RANKING
JAN
2023

168
29.6 29.0 28.7
27.6 27.3 26.8 25.9
23.7 23.5
21.4 20.9 20.3 20.1 19.9
AUSTRALIA
INDONESIA
RUSSIA
MEXICO
U.K.
U.S.A.
CANADA
GERMANY
WORLDWIDE
FRANCE
TURKEY
SINGAPORE
ARGENTINA
SOUTH
KOREA
OF HOURS SPENT PER USER, PER MONTH USING THE TIKTOK MOBILE APP ON ANDROID PHONES THROUGHOUT 2022.. COMPARABILITY: DOES NOT INCLUDE DATA FOR DOUYIN. WORLDWIDE FIGURE DOES
NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH TIKTOK USER SPENDS USING THE TIKTOK APP ON ANDROID PHONES
TIKTOK: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

169
11 THE ROCK @THEROCK 65,000,000
12 DOMINIK LIPA @DOMELIPA 62,500,000
13 DIXIE D’AMELIO @DIXIEDAMELIO 57,500,000
14 JASON DERULO @JASONDERULO 56,900,000
15 BTS @BTS_OFFICIAL_BIGHIT 56,200,000
16 SPENCER POLANCO KNIGHT @SPENCERX 55,400,000
17 LOREN GRAY @LORENGRAY 54,400,000
18 MICHAEL LE @JUSTMAIKO 52,200,000
19 WON JEONG @OX_ZUNG 51,500,000
20 KYLIE JENNER @KYLIEJENNER 51,400,000
01 KHABANE LAME @KHABY.LAME 153,900,000
02 CHARLI D’AMELIO @CHARLIDAMELIO 149,400,000
03 BELLA POARCH @BELLAPOARCH 92,700,000
04 ADDISON RAE @ADDISONRE 88,900,000
05 WILL SMITH @WILLSMITH 73,000,000
06 ZACH KING @ZACHKING 72,400,000
07 KIMBERLY LOAIZA @KIMBERLY.LOAIZA 71,400,000
08 MRBEAST @MRBEAST 68,500,000
09 TIKTOK @TIKTOK 66,900,000
10 BURAK ÖZDEMIR @CZNBURAK 66,800,000
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
TIKTOK ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TIKTOK ACCOUNTS
JAN
2023

170
21 #DANCE 519,800,000,000
22 #BTS 497,800,000,000
23 #LEARNONTIKTOK 476,400,000,000
24 #FOOD 439,100,000,000
25 #MEMES 416,600,000,000
26 #GREENSCREENVIDEO 405,200,000,000
27 #VIDEO 394,000,000,000
28 #ART 378,300,000,000
29 #GAMING 371,700,000,000
30 #MINECRAFT 367,700,000,000
11 #HUMOR 1,527,600,000,000
12 #GREENSCREEN 1,248,200,000,000
13 #ANIME 1,131,600,000,000
14 #LOVE 1,014,600,000,000
15 #STITCH 947,000,000,000
16 #MEME 756,800,000,000
17 #POV 710,000,000,000
18 #FOOTBALL 709,600,000,000
19 #EXPLORE 599,300,000,000
20 #LIKE 533,700,000,000
01 #FYP 34,989,700,000,000
02 #FORYOU 21,110,700,000,000
03 #FORYOUPAGE 13,307,800,000,000
04 #VIRAL 12,937,400,000,000
05 #TIKTOK 4,276,800,000,000
06 #TRENDING 3,059,800,000,000
07 #DUET 3,011,200,000,000
08 #FUNNY 2,613,300,000,000
09 #COMEDY 1,893,300,000,000
10 #TREND 1,632,100,000,000
# HASHTAG POST VIEWS # HASHTAG POST VIEWS # HASHTAG POST VIEWS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TIKTOK. NOTES: POST VIEW COUNTS REPRESENT THE NUMBER OF VIEWS ON POSTS THAT INCLUDE THE RELEVANT HASHTAG. POSTS MAY INCLUDE
MULTIPLE HASHTAGS, SO THE SAME VIEW MAY REGISTER IN THE VIEW COUNTS FOR MULTIPLE HASHTAGS AT THE SAME TIME. POST VIEW COUNTS ROUNDED AT SOURCE. COMPARABILITY: POST COUNTS ARE
LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
HASHTAGS THAT HAVE ATTRACTED THE GREATEST NUMBER OF VIEWS ON TIKTOK (ALL TIME)
TOP TIKTOK HASHTAGS
JAN
2023

172
18.0% 14.9% 44.8% 55.2%
931.0 11.6% -4.6% -5.8%
MILLION -45 MILLION -57 MILLION
90
MESSENGER AD REACH
MESSENGER AD REACH
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
IN REPORTED MESSENGER AD REACH
REPORTED MESSENGER AD REACH
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

173
1,053
1,014
1,070 1,089
987.7 999.8 1,000.3 975.9
931.0
-3.7% +5.6% +1.8% -9.3% +1.2% +0.04% -2.4% -4.6%
2021 2021 2021 2021 2022 2022 2022 2022 2023
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK MESSENGER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
MESSENGER ADVERTISING REACH
JAN
2023
DATAREPORTAL

174
2.0%
9.3%
13.2%
8.8%
5.6%
3.4%
2.0%
2.6%
12.8%
19.0%
10.7%
5.6%
2.9%
1.8%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, LEADING TO DISTORTIONS IN THE SOURCE DATA. COMPARABILITY:
GLOBAL OVERVIEW
SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

175
66.3%
61.5%
60.9%
60.6%
60.5%
59.9%
57.0%
56.2%
55.7%
50.9%
50.5%
50.3%
49.3%
48.2%
47.5%
46.3%
45.2%
44.2%
44.0%
43.7%
41.6%
41.4%
40.8%
38.4%
36.2%
34.8%
33.2%
30.5%
30.5%
26.7%
26.6%
25.6%
24.3%
23.0%
21.5%
19.3%
14.9%
12.6%
11.4%
10.5%
8.3%
5.1%
5.0%
3.9%
2.6%
0.03%
VIETNAM
U.A.E.
NORWAY
NEW
ZEALAND
PHILIPPINES
DENMARK
MEXICO
THAILAND
SWEDEN
BELGIUM
PORTUGAL
TAIWAN
CHILE
COLOMBIA
GREECE
U.K.
CZECHIA
ROMANIA
IRELAND
POLAND
ISRAEL
EGYPT
MALAYSIA
ARGENTINA
SINGAPORE
BRAZIL
ITALY
HONG
KONG
NETHERLANDS
SAUDI
ARABIA
MOROCCO
SWITZERLAND
AUSTRIA
TURKEY
SPAIN
GERMANY
WORLDWIDE
INDONESIA
SOUTH
AFRICA
INDIA
SOUTH
KOREA
JAPAN
KENYA
GHANA
NIGERIA
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN AUSTRALIA, CANADA, FRANCE, AND THE UNITED STATES. THE
RESULTING AD REACH VALUES FOR THESE COUNTRIES ARE NOT REPRESENTATIVE OF ACTUAL PLATFORM USE, SO THESE COUNTRIES DO NOT APPEAR ON THIS CHART. ADVISORY: REACH FIGURES MAY NOT
REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS
DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK MESSENGER ADS COMPARED WITH POPULATION AGED 13+
MESSENGER ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

176
11 BANGLADESH 20,350,000 15.2%
12 ITALY 17,550,000 33.2%
13 POLAND 15,800,000 43.7%
14 TURKEY 15,750,000 23.0%
15 IRAQ 15,100,000 50.1%
16 GERMANY 14,150,000 19.3%
17 ARGENTINA 14,050,000 38.4%
18 ALGERIA 13,600,000 41.2%
19 PERU 13,250,000 49.9%
20 PAKISTAN 11,650,000 7.2%
01 INDIA 117,550,000 10.5%
02 BRAZIL 62,050,000 34.8%
03 MEXICO 57,750,000 57.0%
04 VIETNAM 52,650,000 66.3%
05 PHILIPPINES 52,000,000 60.5%
06 THAILAND 35,050,000 56.2%
07 EGYPT 32,950,000 41.4%
08 INDONESIA 27,300,000 12.6%
09 UNITED KINGDOM 26,650,000 46.3%
10 COLOMBIA 20,450,000 48.2%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. SOME MESSENGER AD FORMATS
ARE CURRENTLY UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT REACH VALUES FOR THOSE COUNTRIES AND THEIR RESPECTIVE RANKING. VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY:
REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
MESSENGER AD REACH RANKING
JAN
2023

177
11 PALESTINE 62.8% 2,200,000
12 CYPRUS 61.9% 669,650
14 NORWAY 60.9% 2,850,000
15 NEW ZEALAND 60.6% 2,650,000
16 PHILIPPINES 60.5% 52,000,000
17 ARUBA 60.5% 55,700
18 QATAR 60.1% 1,400,000
19 DENMARK 59.9% 3,050,000
20 FIJI 59.6% 418,900
01 MONGOLIA 79.8% 1,950,000
02 LIBYA 75.0% 3,900,000
03 FAROE ISLANDS 74.8% 32,650
04 GREENLAND 73.6% 34,100
05 GEORGIA 72.3% 2,200,000
06 ICELAND 70.8% 223,100
07 VIETNAM 66.3% 52,650,000
08 TONGA 66.2% 49,950
09 MALTA 65.4% 309,400
10 LITHUANIA 63.4% 1,500,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. SOME MESSENGER AD FORMATS
ARE CURRENTLY UNAVAILABLE IN SOME COUNTRIES, WHICH MAY IMPACT REACH VALUES FOR THOSE COUNTRIES AND THEIR RESPECTIVE RANKING. VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY:
REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS,
DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK MESSENGER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
MESSENGER ELIGIBLE AD REACH RATE RANKING
JAN
2023

179
17.5% 16.0% 43.7% 56.3%
900.2 11.2% +5.0% +11.4%
MILLION +43 MILLION +92 MILLION
90
LINKEDIN AD REACH
LINKEDIN AD REACH
FEMALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
MALE LINKEDIN AD REACH
vs. TOTAL LINKEDIN AD REACH
OF ADS ON LINKEDIN
LINKEDIN AD REACH
IN REPORTED LINKEDIN AD REACH
REPORTED LINKEDIN AD REACH
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER
DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES
FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

180
727.7 745.6 768.2 790.4 808.4 828.1 849.6 857.1
900.2
+2.5% +3.0% +2.9% +2.3% +2.4% +2.6% +0.9% +5.0%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. IN ADDITION TO CHANGES IN USER NUMBERS, SOURCE DATA
REVISIONS AND CORRECTIONS MAY RESULT IN MEANINGFUL CHANGES IN REPORTED REACH, AND SUCH ADJUSTMENTS MAY SIGNIFICANTLY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY:
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON LINKEDIN (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
LINKEDIN ADVERTISING REACH
JAN
2023
DATAREPORTAL

181
9.7%
25.7%
6.4%
1.0%
12.0%
34.3%
9.0%
1.9%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY:
GLOBAL OVERVIEW
SHARE OF LINKEDIN’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
LINKEDIN: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

182
84.3%
75.4%
72.0%
70.0%
69.9%
67.9%
66.9%
65.4%
65.3%
61.8%
56.2%
55.1%
54.2%
50.7%
50.3%
50.0%
45.0%
43.5%
43.0%
37.6%
36.2%
34.0%
33.3%
31.1%
28.6%
28.2%
27.5%
27.0%
25.9%
24.4%
22.2%
21.6%
21.0%
21.0%
17.4%
16.2%
16.0%
15.9%
14.8%
11.9%
11.6%
11.4%
10.9%
10.0%
7.9%
7.2%
7.0%
6.7%
5.3%
3.2%
U.A.E.
U.S.A.
SINGAPORE
IRELAND
NETHERLANDS
AUSTRALIA
CANADA
U.K.
DENMARK
NEW
ZEALAND
SWEDEN
NORWAY
SWITZERLAND
FRANCE
BELGIUM
PORTUGAL
CHILE
HONG
KONG
SPAIN
ISRAEL
BRAZIL
ITALY
ARGENTINA
COLOMBIA
SAUDI
ARABIA
MALAYSIA
SOUTH
AFRICA
AUSTRIA
CZECHIA
GREECE
ROMANIA
GERMANY
MEXICO
TURKEY
PHILIPPINES
POLAND
WORLDWIDE
MOROCCO
TAIWAN
INDONESIA
KENYA
EGYPT
GHANA
INDIA
SOUTH
KOREA
VIETNAM
THAILAND
NIGERIA
CHINA
JAPAN
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO
DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS.
VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF LINKEDIN ADS COMPARED WITH POPULATION AGED 18+
LINKEDIN ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

183
10= SPAIN 17,000,000 43.0%
12 GERMANY 15,000,000 21.6%
13 AUSTRALIA 14,000,000 67.9%
14= PHILIPPINES 13,000,000 17.4%
14= TURKEY 13,000,000 21.0%
16 COLOMBIA 12,000,000 31.1%
17= ARGENTINA 11,000,000 33.3%
17= SOUTH AFRICA 11,000,000 27.5%
19 NETHERLANDS 10,000,000 69.9%
20 PAKISTAN 9,300,000 6.8%
02 INDIA 99,000,000 10.0%
03 CHINA 60,000,000 5.3%
04 BRAZIL 59,000,000 36.2%
05 UNITED KINGDOM 35,000,000 65.4%
06 FRANCE 26,000,000 50.7%
07 INDONESIA 23,000,000 11.9%
08 CANADA 21,000,000 66.9%
09 MEXICO 19,000,000 21.0%
10= ITALY 17,000,000 34.0%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 18+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 18+
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES ARE BASED ON
TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER
OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES
IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING
JAN
2023

184
11 ARUBA 68.1% 58,000
12 AUSTRALIA 67.9% 14,000,000
13 CANADA 66.9% 21,000,000
14 LUXEMBOURG 66.2% 350,000
15 UNITED KINGDOM 65.4% 35,000,000
16 DENMARK 65.3% 3,100,000
17 GUAM 62.0% 74,000
18 NEW ZEALAND 61.8% 2,500,000
19 GUERNSEY 60.7% 31,000
20 MALTA 59.9% 270,000
01 BERMUDA 102.4%* 54,000
03 ICELAND 89.2% 260,000
04 ANDORRA 86.0% 58,000
05 U.S. VIRGIN ISLANDS 84.8% 65,000
07 UNITED STATES OF AMERICA 75.4% 200,000,000
08 SINGAPORE 72.0% 3,700,000
09 IRELAND 70.0% 2,700,000
10 NETHERLANDS 69.9% 10,000,000
# LOCATION
REACH vs.
POP. 18+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 18+
TOTAL
REACH
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES ARE BASED ON
TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE
USER OR REGISTERED MEMBER BASE. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND
DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE LINKEDIN ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
LINKEDIN ELIGIBLE AD REACH RATE RANKING
JAN
2023

185
11 HARVARD BUSINESS REVIEW 13,960,000
12 THE ECONOMIST 13,110,000
13 TATA CONSULTANCY SERVICES 11,630,000
14 DELOITTE 11,440,000
15 INSIDER BUSINESS 11,350,000
16 TESLA 10,980,000
17 ACCENTURE 10,030,000
18 THE WALL STREET JOURNAL 9,590,000
19 META 9,510,000
20 NETFLIX 9,400,000
01 AMAZON 29,040,000
02 GOOGLE 27,390,000
03 LINKEDIN 24,240,000
04 TED CONFERENCES 23,160,000
05 MICROSOFT 18,680,000
06 UNILEVER 18,360,000
07 APPLE 17,970,000
08 FORBES 17,960,000
09 IBM 14,880,000
10 NESTLÉ 14,160,000
# ORGANISATION FOLLOWERS # ORGANISATION FOLLOWERS
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON LINKEDIN. NOTE: FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO
GLOBAL OVERVIEW
LINKEDIN COMPANY ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED ORGANISATIONS ON LINKEDIN
JAN
2023

186
11 DEEPAK CHOPRA 5,820,000
12 DANIEL GOLEMAN 5,730,000
13 JUSTIN TRUDEAU 5,490,000
14 GARY VAYNERCHUK 5,370,000
15 ADAM GRANT 5,030,000
16 ANTHONY J JAMES 4,070,000
17 NARENDRA MODI 3,940,000
18 BRENÉ BROWN 3,900,000
19 IAN BREMMER 3,800,000
20 KEVIN O’LEARY 3,760,000
01 BILL GATES 36,120,000
02 RICHARD BRANSON 19,770,000
03 JEFF WEINER 10,750,000
04 SATYA NADELLA 10,260,000
05 ARIANA HUFFINGTON 10,200,000
06 MARK CUBAN 7,630,000
07 TONY ROBBINS 7,300,000
08 MELINDA FRENCH GATES 7,220,000
09 JACK WELCH 7,160,000
10 SIMON SINEK 6,540,000
# ACCOUNT HOLDER FOLLOWERS # ACCOUNT HOLDER FOLLOWERS
GLOBAL OVERVIEW
LINKEDIN PERSONAL ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST FOLLOWED PEOPLE ON LINKEDIN
JAN
2023

187
21 #BRANDING 17,900,000
22 #PROFESSIONALWOMEN 17,800,000
23 #ADVERTISINGANDMARKETING 17,100,000
24 #GENDER 16,600,000
25 #WOMENINSCIENCE 16,500,000
26 #FEMINISM 16,200,000
27 #MOTIVATION 15,700,000
28 #PERSONALDEVELOPMENT 14,600,000
29 #INVESTING 14,300,000
30 #JOBINTERVIEWS 14,300,000
11 #CAREERS 22,400,000
12 #MARKETS 22,100,000
13 #STARTUPS 21,100,000
14 #MARKETING 20,300,000
15 #SOCIALMEDIA 19,600,000
16 #VENTURECAPITAL 19,200,000
17 #SOCIALNETWORKING 18,900,000
18 #LEANSTARTUPS 18,900,000
19 #ECONOMY 18,600,000
20 #ECONOMICS 17,900,000
01 #INDIA 67,300,000
02 #INNOVATION 38,600,000
03 #MANAGEMENT 35,800,000
04 #HUMANRESOURCES 33,100,000
05 #DIGITALMARKETING 27,200,000
06 #TECHNOLOGY 26,300,000
07 #CREATIVITY 25,100,000
08 #FUTURE 24,400,000
09 #FUTURISM 23,400,000
10 #ENTREPRENEURSHIP 22,600,000
# HASHTAG FOLLOWERS # HASHTAG FOLLOWERS # HASHTAG FOLLOWERS
GLOBAL OVERVIEW
HASHTAGS WITH THE GREATEST NUMBER OF FOLLOWERS ON LINKEDIN
MOST FOLLOWED HASHTAGS ON LINKEDIN
JAN
2023

189
12.3% 10.1% 51.0% 48.2%
634.8 7.9% +10.3% +13.9%
90
SNAPCHAT AD REACH
SNAPCHAT AD REACH
FEMALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH*
MALE SNAPCHAT AD REACH
vs. TOTAL SNAPCHAT AD REACH*
OF ADS ON SNAPCHAT
SNAPCHAT AD REACH
IN REPORTED SNAPCHAT AD REACH
REPORTED SNAPCHAT AD REACH
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. (*) GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES
vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE
DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

190
498.2
528.2 513.9
538.1 557.1
589.4
616.9
575.7
634.8
+6.0% -2.7% +4.7% +3.5% +5.8% +4.7% -6.7% +10.3%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES
MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS.
VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON SNAPCHAT (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
SNAPCHAT ADVERTISING REACH
JAN
2023
DATAREPORTAL

191
10.5%
18.3%
11.2%
8.3%
2.5%
9.5%
20.5%
11.6%
5.5%
1.3%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
SOURCES: SNAP’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ONLY
AVAILABLE FOR “FEMALE” AND “MALE”, BUT GENDER VALUES DO NOT SUM TO TOTAL, SO VALUES WILL NOT ADD UP TO TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR
MATCH THE TOTAL ACTIVE USER BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE
GLOBAL OVERVIEW
SHARE OF SNAPCHAT’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
SNAPCHAT: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

192
74.3%
73.7%
52.1%
48.7%
48.7%
48.4%
46.0%
45.5%
38.5%
37.4%
36.4%
34.7%
33.2%
32.9%
29.5%
28.7%
26.9%
23.8%
21.6%
21.1%
20.9%
19.4%
16.3%
15.5%
15.5%
14.7%
14.5%
13.8%
12.9%
12.1%
10.2%
10.1%
10.0%
9.3%
9.0%
7.0%
6.7%
6.4%
6.4%
5.9%
5.5%
5.3%
4.3%
1.6%
1.3%
0.8%
SAUDI
ARABIA
NORWAY
DENMARK
IRELAND
U.A.E.
SWEDEN
FRANCE
NETHERLANDS
U.K.
U.S.A.
BELGIUM
AUSTRALIA
NEW
ZEALAND
CANADA
SWITZERLAND
AUSTRIA
SINGAPORE
GERMANY
TURKEY
ISRAEL
MOROCCO
EGYPT
MEXICO
POLAND
INDIA
ROMANIA
COLOMBIA
CZECHIA
SOUTH
AFRICA
PORTUGAL
PHILIPPINES
WORLDWIDE
GREECE
SPAIN
NIGERIA
ITALY
KENYA
RUSSIA
CHILE
ARGENTINA
HONG
KONG
MALAYSIA
BRAZIL
INDONESIA
JAPAN
THAILAND
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT
RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON
DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
POTENTIAL REACH OF SNAPCHAT ADS COMPARED WITH POPULATION AGED 13+
SNAPCHAT ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

193
11 TURKEY 14,800,000 21.6%
12 NIGERIA 12,350,000 9.0%
13 CANADA 11,000,000 32.9%
14 PHILIPPINES 8,750,000 10.2%
15 RUSSIAN FEDERATION 7,800,000 6.4%
16 AUSTRALIA 7,700,000 34.7%
17 BRAZIL 7,650,000 4.3%
18= ALGERIA 6,950,000 21.0%
18= NETHERLANDS 6,950,000 45.5%
20 COLOMBIA 6,150,000 14.5%
01 INDIA 172,450,000 15.5%
03 PAKISTAN 25,700,000 15.8%
04 FRANCE 25,400,000 46.0%
05 UNITED KINGDOM 22,150,000 38.5%
06 SAUDI ARABIA 21,150,000 74.3%
07 GERMANY 17,450,000 23.8%
08 MEXICO 16,550,000 16.3%
09 IRAQ 16,100,000 53.4%
10 EGYPT 15,400,000 19.4%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR
ALL LOCATIONS; RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE
DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
JAN
2023

194
11 SWEDEN 48.4% 4,350,000
12 PALESTINE 47.1% 1,650,000
13 FRANCE 46.0% 25,400,000
14 NETHERLANDS 45.5% 6,950,000
15 QATAR 41.8% 975,000
16 JORDAN 39.6% 3,250,000
17 UNITED KINGDOM 38.5% 22,150,000
18 FINLAND 38.3% 1,850,000
20 BELGIUM 36.4% 3,650,000
01 BAHRAIN 79.8% 975,000
02 LUXEMBOURG 76.0% 427,500
03 SAUDI ARABIA 74.3% 21,150,000
04 NORWAY 73.7% 3,450,000
05 KUWAIT 60.8% 2,150,000
06 IRAQ 53.4% 16,100,000
07 DENMARK 52.1% 2,650,000
08 OMAN 50.0% 1,750,000
09 IRELAND 48.7% 2,050,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR
ALL LOCATIONS; RANKING BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE SNAPCHAT ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
SNAPCHAT ELIGIBLE AD REACH RATE RANKING
JAN
2023

196
10.8% 8.9% 37.0% 63.0%
556.0 6.9% +2.1% +27.4%
90
TWITTER AD REACH
TWITTER AD REACH
FEMALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
MALE TWITTER AD REACH
vs. TOTAL TWITTER AD REACH
OF ADS ON TWITTER
TWITTER AD REACH
IN REPORTED TWITTER AD REACH
REPORTED TWITTER AD REACH
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS,
ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDIALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA
REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER
TWITTER: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

197
353.2
395.9 396.5
436.4 436.4
465.1
486.0
544.5 556.0
+12.1% +0.2% +10.1% -0.01% +6.6% +4.5% +12.0% +2.1%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH
THE TOTAL ACTIVE USER BASE. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON TWITTER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
TWITTER ADVERTISING REACH
JAN
2023
SIGNIFICANT
CHANGE
TO
REPORTING
APPROACH
DATAREPORTAL

198
103.0%
62.6%
60.5%
54.5%
49.4%
40.4%
40.2%
37.1%
33.2%
31.1%
27.1%
25.8%
24.8%
23.7%
23.4%
23.4%
22.4%
22.1%
20.9%
20.8%
20.6%
20.0%
19.3%
18.9%
18.5%
18.4%
18.1%
17.4%
17.0%
15.4%
15.3%
14.7%
13.7%
13.6%
13.2%
11.1%
11.1%
10.3%
10.2%
8.9%
8.1%
7.3%
7.2%
5.2%
5.2%
5.0%
3.6%
3.6%
2.4%
0.6%
0.6%
SINGAPORE
HONG
KONG
JAPAN
SAUDI
ARABIA
NETHERLANDS
IRELAND
U.K.
U.A.E.
U.S.A.
CANADA
TURKEY
SPAIN
FRANCE
AUSTRALIA
THAILAND
SWEDEN
NORWAY
CHILE
SOUTH
KOREA
PORTUGAL
ARGENTINA
MALAYSIA
GERMANY
BELGIUM
DENMARK
SWITZERLAND
NEW
ZEALAND
TAIWAN
MEXICO
CZECHIA
ISRAEL
AUSTRIA
PHILIPPINES
BRAZIL
COLOMBIA
INDONESIA
POLAND
ITALY
GREECE
WORLDWIDE
SOUTH
AFRICA
EGYPT
ROMANIA
VIETNAM
KENYA
GHANA
MOROCCO
NIGERIA
INDIA
RUSSIA
CHINA
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS
OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDIALS
(E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE
GLOBAL OVERVIEW
POTENTIAL REACH OF TWITTER ADS COMPARED WITH POPULATION AGED 13+
TWITTER ADVERTISING: ‘ELIGIBLE’ REACH RATE
JAN
2023
DATAREPORTAL

199
11 GERMANY 14,100,000 19.3%
12 FRANCE 13,700,000 24.8%
13 PHILIPPINES 11,800,000 13.7%
14 SPAIN 10,850,000 25.8%
15 CANADA 10,400,000 31.1%
16 SOUTH KOREA 9,800,000 20.9%
17= ARGENTINA 7,550,000 20.6%
17= NETHERLANDS 7,550,000 49.4%
19 CHINA 7,250,000 0.6%
20 EGYPT 5,800,000 7.3%
02 JAPAN 67,450,000 60.5%
03 INDIA 27,250,000 2.4%
04 BRAZIL 24,300,000 13.6%
05 INDONESIA 24,000,000 11.1%
06 UNITED KINGDOM 23,150,000 40.2%
07 TURKEY 18,550,000 27.1%
08 MEXICO 17,200,000 17.0%
09 SAUDI ARABIA 15,500,000 54.5%
10 THAILAND 14,600,000 23.4%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINT
OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO
DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDIALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
TWITTER AD REACH RANKING
JAN
2023

200
11 KUWAIT 45.2% 1,600,000
12 QATAR 45.0% 1,050,000
14 ARUBA 43.0% 39,550
15 ISLE OF MAN 41.4% 30,750
16 ANTIGUA & BARBUDA 40.9% 32,550
17 IRELAND 40.4% 1,700,000
18 UNITED KINGDOM 40.2% 23,150,000
19 ICELAND 39.1% 123,350
01 SINGAPORE 103.0%* 5,550,000
02 SEYCHELLES 101.3%* 86,950
03 ANDORRA 82.9% 59,400
04 LUXEMBOURG 76.6% 430,750
05 HONG KONG 62.6% 4,200,000
06 JAPAN 60.5% 67,450,000
07 SAUDI ARABIA 54.5% 15,500,000
08 BAHRAIN 51.0% 622,850
09 GUERNSEY 50.0% 27,450
10 NETHERLANDS 49.4% 7,550,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: TWITTER’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. VALUES USE MIDPOINT OF
PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. (*) VALUES FOR REACH vs. POPULATION MAY EXCEED 100% DUE TO
DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDIALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TWITTER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
TWITTER ELIGIBLE AD REACH RATE RANKING
JAN
2023

201
11 ELLEN DEGENERES @ELLENDEGENERES 76,900,000
12 KIM KARDASHIAN @KIMKARDASHIAN 74,700,000
13 NASA @NASA 69,300,000
14 TWITTER @TWITTER 65,200,000
15 CNN BREAKING NEWS @CNNBRK 64,100,000
16 JUSTIN TIMBERLAKE @JTIMBERLAKE 62,700,000
17 BILL GATES @BILLGATES 61,600,000
18 NEYMAR @NEYMARJR 61,000,000
19 CNN @CNN 60,900,000
20 BRITNEY SPEARS @BRITNEYSPEARS 56,100,000
01 BARACK OBAMA @BARACKOBAMA 133,300,000
02 ELON MUSK @ELONMUSK 124,700,000
03 JUSTIN BIEBER @JUSTINBIEBER 113,600,000
04 KATY PERRY @KATYPERRY 108,700,000
05 RIHANNA @RIHANNA 107,600,000
06 CRISTIANO RONALDO @CRISTIANO 106,800,000
07 DONALD TRUMP @REALDONALDTRUMP 87,800,000
08 NARENDRA MODI @NARENDRAMODI 85,700,000
09 LADY GAGA @LADYGAGA 84,900,000
10 YOUTUBE @YOUTUBE 78,200,000
SOURCE: KEPIOS ANALYSIS, BASED ON DATA PUBLISHED ON TWITTER. NOTES: THE ACCOUNT OF @ARIANAGRANDE WAS UNAVAILABLE AT THE TIME OF REPORT PRODUCTION, SO HAS NOT BEEN INCLUDED
IN THIS RANKING. HOWEVER, BASED ON PREVIOUS FOLLOWER COUNTS, ARIANA’S ACCOUNT WOULD OTHERWISE HAVE FEATURED IN THIS RANKING. FOLLOWER COUNTS HAVE BEEN ROUNDED TO THE
NEAREST 100,000. COMPARABILITY: FOLLOWER COUNTS ARE LIABLE TO CONSTANT CHANGE. FIGURES CORRECT AT TIME OF REPORT PRODUCTION.
GLOBAL OVERVIEW
TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS
MOST POPULAR TWITTER ACCOUNTS
JAN
2023

203
4.8% 4.0% 76.2% 17.2%
249.7 3.1% -7.8% +10.6%
MILLION -21 MILLION +24 MILLION
90
PINTEREST AD REACH
PINTEREST AD REACH
FEMALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
MALE PINTEREST AD REACH
vs. TOTAL PINTEREST AD REACH
OF ADS ON PINTEREST
PINTEREST AD REACH
IN REPORTED PINTEREST AD REACH
REPORTED PINTEREST AD REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. GENDER DATA ARE ALSO
AVAILABLE FOR “UNSPECIFIED”, .SO VALUES FOR “FEMALE” AND “MALE” MAY NOT SUM TO 100%. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs.
RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON PINTEREST
PINTEREST: ADVERTISING AUDIENCE OVERVIEW
JAN
2023

204
200.8
218.9 223.3
233.1 225.7
235.0
251.8
270.9
249.7
+9.0% +2.0% +4.4% -3.2% +4.1% +7.1% +7.6% -7.8%
2021 2021 2021 2021 2022 2022 2022 2022 2023
SOURCE: PINTEREST’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER
BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. IN ADDITION TO CHANGES IN ACTIVE
USER NUMBERS, FIGURES FOR GROWTH RATE OVER TIME MAY BE IMPACTED BY REVISIONS TO BASE DATA AND CHANGES IN LOCATION COVERAGE. COMPARABILITY: PINTEREST ADDED A NUMBER OF NEW
COUNTRIES TO ITS AD TARGETING TOOL IN Q2 2022, SO FIGURES FOR JULY 2022 ONWARDS MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES FOR PRIOR PERIODS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON PINTEREST (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
PINTEREST ADVERTISING REACH
JAN
2023
DATAREPORTAL

205
18.1%
28.5%
12.0%
7.0% 7.0%
2.9%
3.8%
7.1%
2.5% 1.8% 1.7% 0.8%
1.1%
3.3%
1.0% 0.5% 0.6% 0.3%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A FEMALE MALE N/A
SOURCES: PINTEREST’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. VALUES FOR “N/A”
REPRESENT SHARE OF USERS OF “UNSPECIFIED” GENDER, AS REPORTED IN PINTEREST’S TOOLS. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER
BASE. USERS MAY MISSTATE THEIR ACTUAL AGE, WHICH MAY RESULT IN DISTORTIONS IN THE SOURCE DATA. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
GLOBAL OVERVIEW
SHARE OF PINTEREST’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
PINTEREST: ADVERTISING AUDIENCE PROFILE
JAN
2023
DATAREPORTAL

206
11 JAPAN 6,925,000 6.2%
12 COLOMBIA 5,970,000 14.1%
13 POLAND 5,420,000 15.0%
14 NETHERLANDS 4,430,000 29.0%
15 CHILE 3,570,000 21.6%
16 AUSTRALIA 3,445,000 15.5%
17 BELGIUM 2,687,000 26.8%
18 PORTUGAL 2,060,000 22.6%
19 ROMANIA 2,005,000 11.6%
20 GREECE 1,835,000 20.0%
02 BRAZIL 28,050,000 15.7%
03 MEXICO 19,445,000 19.2%
04 GERMANY 15,875,000 21.7%
05 FRANCE 10,650,000 19.3%
06 CANADA 8,440,000 25.2%
07 ITALY 8,075,000 15.3%
08 UNITED KINGDOM 7,610,000 13.2%
09 ARGENTINA 7,090,000 19.4%
10 SPAIN 7,010,000 16.7%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES
PINTEREST AD REACH RANKING
JAN
2023

207
11 GERMANY 21.7% 15,875,000
12 CHILE 21.6% 3,570,000
13 DENMARK 20.9% 1,065,000
14 SWITZERLAND 20.8% 1,583,500
15 GREECE 20.0% 1,835,000
16 CYPRUS 19.9% 215,500
17 HUNGARY 19.6% 1,755,000
18 FINLAND 19.5% 943,000
19 ARGENTINA 19.4% 7,090,000
20 FRANCE 19.3% 10,650,000
02 LUXEMBOURG 29.1% 163,500
03 NETHERLANDS 29.0% 4,430,000
04 GUAM 27.7% 37,000
05 BELGIUM 26.8% 2,687,000
06 CANADA 25.2% 8,440,000
07 U.S. VIRGIN ISLANDS 24.2% 20,000
08 PORTUGAL 22.6% 2,060,000
09 AUSTRIA 22.3% 1,743,500
10 MALTA 22.1% 104,500
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE PINTEREST ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
PINTEREST ELIGIBLE AD REACH RATE RANKING
JAN
2023

209
2 25.0% 31.9% 46.5% 53.5%
BILLION
GLOBAL
MONTHLY ACTIVE
WHATSAPP USERS
MONTHLY ACTIVE
WHATSAPP USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
WHATSAPP USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WHATSAPP USE
WHATSAPP OVERVIEW
JAN
2023

210
29.1 28.2
27.2
19.5
17.6 17.3
16.3
11.9 11.0 10.4
8.6
7.6 7.4
5.6 5.5
INDONESIA
BRAZIL
ARGENTINA
MEXICO
INDIA
WORLDWIDE
SINGAPORE
TURKEY
GERMANY
RUSSIA
U.K.
CANADA
U.S.A.
AUSTRALIA
FRANCE
OF HOURS SPENT PER USER, PER MONTH USING THE WHATSAPP MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. WORLDWIDE FIGURE DOES NOT INCLUDE DATA FOR CHINA.
GLOBAL OVERVIEW
AVERAGE NUMBER OF HOURS PER MONTH THAT EACH WHATSAPP USER SPENDS USING THE WHATSAPP APP ON ANDROID PHONES
WHATSAPP: TIME SPENT USING MOBILE APP
JAN
2023
DATAREPORTAL

211
1.31 16.3% 20.9% 47.7% 52.3%
BILLION
COMBINED GLOBAL
MONTHLY ACTIVE USERS
OF WECHAT AND WEIXIN
MONTHLY ACTIVE WECHAT
AND WEIXIN USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE WECHAT
AND WEIXIN USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: TENCENT EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WECHAT AND WEIXIN USE
WECHAT OVERVIEW
JAN
2023

212
700 8.7% 11.9% 42.6% 57.4%
MILLION
GLOBAL
MONTHLY ACTIVE
TELEGRAM USERS
MONTHLY ACTIVE
TELEGRAM USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
TELEGRAM USERS vs.
POPULATION AGED 16+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR TELEGRAM USE
TELEGRAM OVERVIEW
JAN
2023

213
715.0 8.9% 48.5% 51.5%
MILLION
DAILY ACTIVE
DOUYIN USERS
DAILY ACTIVE
DOUYIN USERS vs.
TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. NOTE: BOTH DOUYIN
AND TIKTOK ARE OWNED BY BYTEDANCE, AND THERE ARE MANY SIMILARITIES BETWEEN THE TWO PLATFORMS, BUT THE COMPANY OPERATES THEM AS SEPARATE ENTITIES, AND REPORTS DISTINCT USER
FIGURES FOR EACH PLATFORM.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR DOUYIN USE
DOUYIN OVERVIEW
JAN
2023

214
626.0 7.8% 46.9% 53.1%
MILLION
MONTHLY ACTIVE
KUAISHOU USERS
MONTHLY ACTIVE
KUAISHOU USERS vs.
TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR KUAISHOU USE
KUAISHOU OVERVIEW
JAN
2023

215
584 7.3% 9.5% 49.0% 51.0%
MILLION
MONTHLY
ACTIVE SINA
WEIBO USERS
MONTHLY ACTIVE
SINA WEIBO USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
SINA WEIBO USERS vs.
POPULATION AGED 14+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: SINA CORP EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR SINA WEIBO USE
SINA WEIBO OVERVIEW
JAN
2023

216
574.4 7.2% 9.2% 48.3% 51.7%
MILLION
GLOBAL MONTHLY ACTIVE
QQ USERS ACCESSING
VIA SMART DEVICES
MONTHLY ACTIVE SMART
DEVICE QQ USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE SMART
DEVICE QQ USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: TENCENT EARNINGS REPORTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. NOTE: DATA IS ONLY
AVAILABLE FOR “SMART DEVICE” USE; TOTAL ACTIVE USER BASE MAY BE HIGHER.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QQ USE
QQ OVERVIEW
JAN
2023

218
8.46 +2.2% 7.41 87.6%
BILLION +180 MILLION BILLION YOY: +3.1% (+236 BPS)
5.44 68.0% +3.2% 1.55
BILLION YOY: +2.8% (+182 BPS) +168 MILLION YOY: -1.0%
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
UNIQUE MOBILE USERS
AS A PERCENTAGE OF
TOTAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF UNIQUE
MOBILE SUBSCRIBERS
AVERAGE NUMBER OF
MOBILE CONNECTIONS PER
UNIQUE MOBILE SUBSCRIBER
CELLULAR MOBILE
CONNECTIONS
(EXCLUDING IOT)
ANNUAL CHANGE IN THE
NUMBER OF CELLULAR
CONNECTIONS (EX. IOT)
TOTAL NUMBER OF
BROADBAND MOBILE
CONNECTIONS
NUMBER OF BROADBAND MOBILE
CONNECTIONS AS A PERCENTAGE
OF TOTAL MOBILE CONNECTIONS
SOURCE: GSMA INTELLIGENCE. NOTES: CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. CONNECTION FIGURES MAY EXCEED
FIGURES FOR POPULATION AND UNIQUE SUBSCRIBERS DUE TO MULTIPLE CONNECTIONS PER PERSON. “YOY” FIGURES SHOW YEAR-ON-YEAR CHANGE. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE
CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE CHANGE. COMPARABILITY: REGULAR
BASE REVISIONS. FIGURES SHOWN HERE MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
ADOPTION AND USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS
MOBILE CONNECTIVITY
JAN
2023

219
5,065 5,119 5,172 5,224 5,276 5,328 5,368 5,407 5,444
+1.1% +1.0% +1.0% +1.0% +1.0% +0.8% +0.7% +0.7%
2020 2020 2021 2021 2021 2021 2022 2022 2022
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
SOURCE: GSMA INTELLIGENCE. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF UNIQUE INDIVIDUALS (IN MILLIONS) USING MOBILE PHONES (ANY KIND OF HANDSET)
UNIQUE MOBILE USERS OVER TIME
JAN
2023
DATAREPORTAL

220
GSMA INTELLIGENCE DATA ERICSSON DATA
5.44 8.46
BILLION BILLION
6.15 8.39
BILLION BILLION
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
TOTAL NUMBER OF
MOBILE SUBSCRIBERS
(UNIQUE INDIVIDUALS)
TOTAL NUMBER OF
CELLULAR CONNECTIONS
(EXCLUDING CELLULAR IOT)
SOURCES: GSMA INTELLIGENCE; ERICSSON MOBILITY VISUALIZER. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERSPECTIVES ON THE ADOPTION AND USE OF MOBILE TECHNOLOGIES
MOBILE SUBSCRIBERS vs. CELLULAR CONNECTIONS
JAN
2023

221
7,973 8,048 8,134 8,195 8,278 8,326 8,357 8,410 8,458
+0.9% +1.1% +0.8% +1.0% +0.6% +0.4% +0.6% +0.6%
2020 2020 2021 2021 2021 2021 2022 2022 2022
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF MOBILE CELLULAR CONNECTIONS (IN MILLIONS) OVER TIME
CELLULAR MOBILE CONNECTIONS OVER TIME
JAN
2023
DATAREPORTAL

222
78.7% 16.5% 4.9%
6.60 BILLION 1.38 BILLION 408 MILLION
SHARE OF CONNECTIONS
ASSOCIATED WITH
SMARTPHONES
ASSOCIATED WITH
FEATURE PHONES
ASSOCIATED WITH ROUTERS,
TABLETS, AND MOBILE PCS
SOURCE: ERICSSON MOBILITY VISUALIZER. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
EACH DEVICE TYPE’S SHARE OF CELLULAR CONNECTIONS (EXCLUDING IOT)
CONNECTED MOBILE DEVICES
JAN
2023

223
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
GLOBAL
AVERAGE
106%
102%
136%
120%
84%
107%
100%
179%
68%
58%
96%
101%
147%
132%
133%
127%
112%
84%
103%
112%
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY
JAN
2023

224
223.7%
200.9%
187.4%
171.0%
164.0%
156.9%
153.8%
151.6%
149.1%
147.0%
146.0%
145.4%
144.5%
144.3%
143.8%
143.6%
141.8%
141.0%
139.6%
133.7%
133.3%
132.6%
129.8%
129.6%
129.1%
128.0%
127.7%
125.7%
125.7%
125.6%
124.3%
123.9%
122.7%
120.9%
118.6%
117.2%
116.9%
115.9%
113.1%
111.4%
110.0%
105.6%
102.8%
102.4%
98.5%
96.7%
96.5%
95.4%
93.9%
87.7%
77.0%
HONG
KONG
U.A.E.
SOUTH
AFRICA
PORTUGAL
VIETNAM
RUSSIA
SINGAPORE
DENMARK
JAPAN
CHILE
AUSTRIA
ROMANIA
PHILIPPINES
GREECE
CZECHIA
GERMANY
COLOMBIA
THAILAND
SWEDEN
ARGENTINA
MOROCCO
ITALY
GHANA
U.K.
MALAYSIA
INDONESIA
POLAND
NETHERLANDS
TAIWAN
NEW
ZEALAND
AUSTRALIA
SOUTH
KOREA
SPAIN
SWITZERLAND
CHINA
KENYA
ISRAEL
SAUDI
ARABIA
U.S.A.
NORWAY
FRANCE
WORLDWIDE
IRELAND
BRAZIL
CANADA
BELGIUM
MEXICO
TURKEY
EGYPT
NIGERIA
INDIA
SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION
MOBILE CONNECTIVITY
JAN
2023
DATAREPORTAL

225
80.6% 81.8% 83.3% 84.2% 84.9% 85.6% 86.0% 86.7% 87.6%
+1.5% +1.8% +1.1% +0.9% +0.8% +0.5% +0.8% +0.9%
2020 2020 2021 2021 2021 2021 2022 2022 2022
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
SOURCE: GSMA INTELLIGENCE. NOTES: EXCLUDES CELLULAR IOT CONNECTIONS. VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A
STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS
JAN
2023
DATAREPORTAL

226
100.0%
100.0%
100.0%
100.0%
99.9%
99.7%
99.7%
99.6%
99.6%
99.6%
99.6%
99.2%
99.2%
98.7%
98.7%
98.7%
98.7%
98.4%
98.2%
98.1%
98.0%
97.9%
97.3%
97.3%
97.3%
97.0%
96.5%
96.5%
95.9%
94.7%
94.3%
94.2%
93.0%
92.9%
92.9%
92.6%
92.4%
92.0%
89.8%
88.4%
87.8%
87.6%
87.0%
87.0%
85.7%
85.3%
83.5%
76.0%
74.7%
71.0%
69.3%
AUSTRALIA
TAIWAN
THAILAND
HONG
KONG
JAPAN
U.S.A.
CANADA
CHINA
SOUTH
KOREA
SWITZERLAND
DENMARK
SINGAPORE
PHILIPPINES
ISRAEL
U.K.
AUSTRIA
NEW
ZEALAND
SWEDEN
FRANCE
U.A.E.
NORWAY
BELGIUM
PORTUGAL
SAUDI
ARABIA
GERMANY
NETHERLANDS
SPAIN
CHILE
IRELAND
GREECE
MALAYSIA
INDONESIA
BRAZIL
GHANA
POLAND
MEXICO
TURKEY
CZECHIA
COLOMBIA
ITALY
RUSSIA
WORLDWIDE
ARGENTINA
EGYPT
ROMANIA
SOUTH
AFRICA
NIGERIA
VIETNAM
INDIA
KENYA
MOROCCO
SOURCE: GSMA INTELLIGENCE. NOTE: EXCLUDES CELLULAR IOT CONNECTIONS. COMPARABILITY: BASE CHANGES. FIGURES MAY NOT CORRELATE WITH THOSE PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
3G, 4G, AND 5G CELLULAR CONNECTIONS AS A PERCENTAGE OF TOTAL CELLULAR MOBILE CONNECTIONS
BROADBAND: SHARE OF CELLULAR CONNECTIONS
JAN
2023
DATAREPORTAL

227
6.36 7.09 8.67 9.68 10.63 11.69
13.60
15.94
18.37
21.78
26.54
29.02
32.66
36.49
39.56
45.16
50.03
54.79
58.44
66.14
72.20
77.81
84.16
92.75
100.42
107.58
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
MONTHLY CELLULAR DATA CONSUMED BY
THE AVERAGE SMARTPHONE WORLDWIDE: 15.0 GB
SOURCE: ERICSSON MOBILE VISUALIZER. NOTES: GRAPH VALUES REPRESENT THE AVERAGE WORLDWIDE MONTHLY MOBILE NETWORK DATA TRAFFIC FOR EACH QUARTER, IN EXABYTES (BILLIONS OF
GIGABYTES) PER MONTH. VALUES INCLUDE TRAFFIC GENERATED BY FIXED WIRELESS ACCESS (FWA) SERVICES. COMPARABILITY: BASE CHANGES.
GLOBAL OVERVIEW
MONTHLY AVERAGE GLOBAL MOBILE NETWORK DATA TRAFFIC (UPLOAD AND DOWNLOAD) IN EXABYTES (BILLIONS OF GIGABYTES)
CELLULAR DATA TRAFFIC
JAN
2023
DATAREPORTAL

228
71.96% 27.48% 0.34% 0.07% 0.15%
+1.7% (+122 BPS) -3.7% (-106 BPS) -10.5% (-4 BPS) -50.0% (-7 BPS) -25.0% (-5 BPS)
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM ANDROID DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM APPLE IOS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING FROM
SAMSUNG OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM KAI OS DEVICES
SHARE OF MOBILE WEB
TRAFFIC ORIGINATING
FROM OTHER OS DEVICES
SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER
OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND
TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD
EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022
SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS
JAN
2023

229
05:39
05:19
05:18
05:18
05:01
04:59
04:56
04:54
04:51
04:48
04:40
04:38
04:21
04:18
04:14
03:52
03:51
03:36
03:33
INDONESIA
BRAZIL
SAUDI
ARABIA
SINGAPORE
AVERAGE
SOUTH
KOREA
MEXICO
AUSTRALIA
INDIA
JAPAN
THAILAND
CANADA
U.S.A.
TURKEY
U.K.
FRANCE
ARGENTINA
GERMANY
CHINA
SOURCE: DATA.AI “STATE OF MOBILE 2022” REPORT. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT AVERAGE DAILY TIME SPENT USING ANDROID PHONES FOR FULL-YEAR
2021. VALUE FOR “WORLDWIDE” BASED ON THE WEIGHTED AVERAGE OF THE TOP 10 COUNTRIES.
GLOBAL OVERVIEW
AVERAGE DAILY TIME SPENT USING MOBILE PHONES (ALL ACTIVITIES, IN HOURS AND MINUTES)
DAILY TIME SPENT USING MOBILE PHONES
JAN
2023
DATAREPORTAL

230
8.0% 3.1% 2.7% 10.6%
5H 01M 42.4% 25.1% 8.1%
YOY: +2.4% (+7 MINS)
TOTAL TIME SPENT USING
SMARTPHONES EACH DAY
SHARE OF SMARTPHONE TIME:
SOCIAL & COMMUNICATION APPS
PHOTO & VIDEO APPS
MOBILE WEB BROWSERS
MOBILE GAMES (ALL GENRES)
ENTERTAINMENT APPS
SHOPPING APPS
ALL OTHER APPS
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT SHARE OF TIME SPENT USING ANDROID PHONES THROUGHOUT 2022. COMPARABILITY: CHANGE IN THE
DEFINITIONS USED FOR EACH APP CATEGORY; FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
TIME SPENT USING APPS IN EACH APP CATEGORY AS A PERCENTAGE OF TOTAL TIME SPENT USING ANDROID PHONES OVERALL
SHARE OF MOBILE TIME BY APP CATEGORY
JAN
2023

231
54.2%
53.7%
53.2%
44.6%
44.0%
43.3%
42.4%
41.5%
41.0%
40.2%
38.9%
38.4%
38.0%
37.3%
37.2%
37.2%
36.9%
36.9%
35.3%
35.0%
34.7%
34.5%
34.0%
33.9%
33.9%
33.3%
33.2%
33.1%
32.3%
32.3%
31.6%
31.6%
30.4%
30.3%
28.8%
26.6%
26.2%
25.7%
25.6%
25.5%
25.4%
24.9%
24.7%
23.6%
23.1%
20.8%
20.7%
19.0%
18.5%
16.2%
10.0%
SOUTH
AFRICA
PHILIPPINES
NIGERIA
VIETNAM
KENYA
U.A.E.
INDONESIA
COLOMBIA
INDIA
BRAZIL
CHILE
U.S.A.
SAUDI
ARABIA
IRELAND
GREECE
PORTUGAL
MEXICO
TURKEY
WORLDWIDE
NEW
ZEALAND
SWEDEN
ROMANIA
EGYPT
CANADA
U.K.
DENMARK
SWITZERLAND
CHINA
GHANA
MALAYSIA
AUSTRALIA
FRANCE
THAILAND
SPAIN
ARGENTINA
GERMANY
TAIWAN
NORWAY
AUSTRIA
SINGAPORE
ITALY
HONG
KONG
BELGIUM
NETHERLANDS
ISRAEL
MOROCCO
POLAND
SOUTH
KOREA
RUSSIA
CZECHIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING
JAN
2023
DATAREPORTAL

232
40.7% 40.5%
37.7%
32.5%
27.4%
33.8%
35.9% 35.8%
31.1%
26.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING
JAN
2023
DATAREPORTAL

233
254.9 +11.0% $167.1 -1.7% $25.32
BILLION +25 BILLION BILLION -$2.9 BILLION
NUMBER OF MOBILE
APP DOWNLOADS
MOBILE APP DOWNLOADS
CONSUMER SPEND
ON MOBILE APPS (USD)
YEAR-ON-YEAR CHANGE
IN CONSUMER APP SPEND
AVERAGE CONSUMER APP
SPEND PER HANDSET (USD)
SOURCES: DATA.AI INTELLIGENCE (SEE DATA.AI FOR MORE DETAILS); ERICSSON MOBILITY VISUALIZER; KEPIOS ANALYSIS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE
PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND
ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: FIGURE FOR “AVERAGE CONSUMER APP SPEND PER
HANDSET” USES DATA FROM MULTIPLE SOURCES.
GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND BETWEEN JANUARY AND DECEMBER 2022, BASED ON DATA FROM DATA.AI
MOBILE APP MARKET OVERVIEW: DATA.AI
JAN
2023

234
01 GAMES
02 ENTERTAINMENT
03 PHOTO & VIDEO
04 SOCIAL NETWORKING
05 LIFESTYLE
06 BOOKS
07 MUSIC
08 HEALTH & FITNESS
09 EDUCATION
10 PRODUCTIVITY
01 GAMES
02 UTILITIES
03 ENTERTAINMENT
04 PHOTO & VIDEO
05 SHOPPING
06 SOCIAL NETWORKING
07 FINANCE
08 LIFESTYLE
09 PRODUCTIVITY
10 EDUCATION
01 GAMES
02 ENTERTAINMENT
03 SOCIAL
04 PRODUCTIVITY
05 DATING
06 HEALTH & FITNESS
07 SPORTS
08 COMICS
09 BOOKS & REFERENCE
10 LIFETSYLE
01 GAMES
02 TOOLS
03 ENTERTAINMENT
04 FINANCE
05 SOCIAL
06 COMMUNICATION
07 SHOPPING
08 VIDEO PLAYERS & EDITORS
09 PRODUCTIVITY
10 MUSIC & AUDIO
# APP CATEGORY # APP CATEGORY
# APP CATEGORY # APP CATEGORY
GOOGLE PLAY: DOWNLOADS IOS APP STORE: DOWNLOADS
GOOGLE PLAY: CONSUMER SPEND IOS APP STORE: CONSUMER SPEND
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTE: RANKINGS BASED ON USER ACTIVITY BETWEEN JANUARY AND DECEMBER 2022. COMPARABILITY: CATEGORY DEFINITION
CHANGES. RANKINGS ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST POPULAR MOBILE APP CATEGORIES THROUGHOUT 2022
MOBILE APPS: TOP CATEGORIES BY APP STORE
JAN
2023

235
01 ROBLOX ROBLOX
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 FREE FIRE SEA
04 SUBWAY SURFERS SYBO
05 MINECRAFT POCKET EDITION MICROSOFT
06 LUDO KING GAMETION
07 PUBG MOBILE TENCENT
08 CLASH ROYALE TENCENT
09 POKÉMON GO NIANTIC
10 MOBILE LEGENDS: BANG BANG BYTEDANCE
01 YOUTUBE GOOGLE
02 GOOGLE GOOGLE
03 GOOGLE CHROME GOOGLE
04 FACEBOOK META
05 WHATSAPP META
06 GOOGLE MAPS GOOGLE
07 GMAIL GOOGLE
08 INSTAGRAM META
09 FACEBOOK MESSENGER META
10 GOOGLE DRIVE GOOGLE
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: DOES NOT INCLUDE DATA FOR CHINA. RANKINGS BASED ON AVERAGE COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND
ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022. COMPARABILITY: RANKINGS NOW INCLUDE PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). VERSIONS
OF THIS CHART THAT APPEARED IN PREVIOUS REPORTS DID NOT INCLUDE PRE-INSTALLED APPS, SO RANKINGS ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: MONTHLY ACTIVE USERS
JAN
2023

236
01 SUBWAY SURFERS SYBO
02 FREE FIRE SEA
03 LUDO KING GAMETION
04 STUMBLE GUYS KITKA GAMES
06 ROBLOX ROBLOX
07 BRIDGE RACE UNITY TECHNOLOGIES
08 RACE MASTER SAYGAMES
09 MY TALKING TOM 2 JINKE CULTURE – OUTFIT7
10 8 BALL POOL TENCENT
01 INSTAGRAM META
02 TIKTOK1
BYTEDANCE
03 FACEBOOK META
04 WHATSAPP META
05 SNAPCHAT SNAP
06 TELEGRAM TELEGRAM
07 CAPCUT BYTEDANCE
08 FACEBOOK MESSENGER META
09 WHATSAPP BUSINESS META
10 SPOTIFY SPOTIFY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT FIGURES FOR TIKTOK AND
DOUYIN ARE SEPARATED ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: DOWNLOADS
JAN
2023

237
11 PHILIPPINES 3,275,000,000 +8%
12 EGYPT 2,646,000,000 0%
13 BANGLADESH 2,545,000,000 [N/A]
14 JAPAN 2,432,000,000 -5%
15 THAILAND 2,266,000,000 -7%
16 GERMANY 2,242,000,000 +1%
17 UNITED KINGDOM 2,210,000,000 -1%
18 FRANCE 2,133,000,000 +3%
19 IRAQ 1,960,000,000 [N/A]
20 COLOMBIA 1,891,000,000 +5%
01 CHINA 111,110,000,000 +13%
02 INDIA 28,887,000,000 +8%
03 UNITED STATES OF AMERICA 12,238,000,000 0%
04 BRAZIL 10,607,000,000 +3%
05 INDONESIA 7,701,000,000 +5%
06 RUSSIA 5,475,000,000 -2%
07 MEXICO 5,080,000,000 +6%
08 TURKEY 3,732,000,000 +5%
09 PAKISTAN 3,523,000,000 +35%
10 VIETNAM 3,488,000,000 +4%
# LOCATION DOWNLOADS ▲YOY # LOCATION DOWNLOADS ▲YOY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY
ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FIGURES IN “▲YOY” COLUMN REPRESENT YEAR-ON-YEAR CHANGE IN TOTAL DOWNLOADS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE GREATEST NUMBER OF MOBILE APP DOWNLOADS BETWEEN JULY AND SEPTEMBER 2022
MOBILE APPS: DOWNLOADS BY LOCATION
JAN
2023

238
01 HONOR OF KINGS TENCENT
02 GENSHIN IMPACT MIHOYO
04 ROBLOX ROBLOX
05 GAME FOR PEACE TENCENT
06 COIN MASTER MOON ACTIVE
07 POKÉMON GO NIANTIC
08 UMA MUSUME PRETTY DERBY CYBERAGENT
09 THREE KINGDOMS TACTICS ALIBABA GROUP
10 LINEAGE W NCSOFT
01 TIKTOK1
BYTEDANCE
02 YOUTUBE GOOGLE
03 TINDER MATCH GROUP
04 DISNEY+ DISNEY
05 HBO MAX WARNER BROS. DISCOVERY
06 GOOGLE ONE GOOGLE
07 PICCOMA KAKAO PICCOMA CORP.
08 BUMBLE APP BUMBLE
09 TENCENT VIDEO TENCENT
10 IQIYI BAIDU
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES,
AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT FIGURES FOR TIKTOK AND DOUYIN ARE SEPARATED
ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022
APP RANKING: CONSUMER SPEND
JAN
2023

239
11 BRAZIL $1,370,100,000 +22%
12 HONG KONG $1,287,700,000 +34%
13 SAUDI ARABIA $1,119,500,000 -12%
14 ITALY $1,084,500,000 -4%
15 THAILAND $1,039,300,000 -4%
16 SPAIN $806,200,000 +3%
17 NETHERLANDS $764,100,000 -1%
18 SWITZERLAND $741,600,000 +2%
19 MEXICO $711,400,000 +17%
20 TURKEY $693,700,000 -5%
01 CHINA $58,070,000,000 +2%
02 UNITED STATES OF AMERICA $42,192,200,000 -2%
03 JAPAN $17,772,800,000 -14%
04 SOUTH KOREA $6,287,500,000 -5%
05 UNITED KINGDOM $3,819,100,000 -8%
06 GERMANY $3,708,000,000 -7%
07 TAIWAN $3,603,700,000 +15%
08 CANADA $2,680,100,000 -3%
09 AUSTRALIA $2,390,200,000 +3%
10 FRANCE $2,136,000,000 -5%
# LOCATION TOTAL SPEND ▲YOY # LOCATION TOTAL SPEND ▲YOY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY
ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FIGURES IN “▲YOY” COLUMN REPRESENT YEAR-ON-YEAR CHANGE IN TOTAL CONSUMER SPEND. FIGURES IN THE “TOTAL SPEND” COLUMN
ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST CONSUMER SPEND ON MOBILE APPS BETWEEN JULY AND SEPTEMBER 2022
MOBILE APPS: CONSUMER SPEND BY LOCATION
JAN
2023

241
57.6% 28.3% 14.2% 23.5% 18.4%
YOY: -1.4% (-80 BPS) YOY: UNCHANGED YOY: -1.4% (-20 BPS) YOY: -4.5% (-110 BPS) YOY: +3.4% (+60 BPS)
PURCHASED A PRODUCT
OR SERVICE ONLINE
ORDERED GROCERIES
VIA AN ONLINE STORE
BOUGHT A SECOND-HAND
ITEM VIA AN ONLINE STORE
USED AN ONLINE PRICE
COMPARISON SERVICE
USED A BUY NOW,
PAY LATER SERVICE
POINTS).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES
JAN
2023

Get ahead this
year with data and
insights to drive
better decisions
This year:
Shopify is the commerce platform powering millions of businesses across 175+
countries—and trusted by brands like Allbirds, Gymshark, Heinz, Tupperware,
FTD, Netflix, and FIGS. To learn more, go to www.shopify.com.
71%
of brands expect
influencers to play
a bigger role
Marketing
Collabs with influencers and other
brands might just be the strategy to
win new audiences as advertising
costs soar.
73%
of brands are
planning to rely on
external investors
Money
But fears of recession loom large,
souring investor sentiment.
66%
of brands expect
supply chain issues
to get even worse
Supply Chain
Brands are overstocking to add
flexibility to their supply chains.
Read the report
PARTNER CONTENT

243
66.8%
65.6%
64.6%
64.5%
62.7%
62.6%
62.3%
62.3%
61.9%
61.3%
61.0%
61.0%
60.7%
60.3%
60.1%
59.5%
59.2%
57.8%
57.6%
57.5%
54.3%
53.7%
53.7%
53.4%
53.4%
53.3%
53.1%
52.4%
51.4%
51.4%
51.1%
50.0%
49.6%
49.3%
48.9%
48.1%
47.7%
47.1%
45.1%
44.8%
44.7%
44.6%
44.0%
43.7%
43.0%
41.6%
41.2%
38.1%
37.4%
28.1%
24.4%
THAILAND
SOUTH
KOREA
TURKEY
MEXICO
CHILE
INDONESIA
INDIA
U.A.E.
CHINA
MALAYSIA
PHILIPPINES
SINGAPORE
VIETNAM
TAIWAN
POLAND
U.K.
BRAZIL
GREECE
WORLDWIDE
U.S.A.
CZECHIA
FRANCE
SPAIN
AUSTRALIA
IRELAND
SAUDI
ARABIA
ARGENTINA
NIGERIA
COLOMBIA
NETHERLANDS
CANADA
HONG
KONG
NORWAY
NEW
ZEALAND
SWEDEN
ISRAEL
SOUTH
AFRICA
ITALY
SWITZERLAND
PORTUGAL
RUSSIA
DENMARK
ROMANIA
BELGIUM
GERMANY
JAPAN
AUSTRIA
EGYPT
KENYA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
JAN
2023
DATAREPORTAL

244
55.8%
63.0% 62.7%
57.9%
53.8%
51.7%
58.9% 59.3%
55.8%
53.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
JAN
2023
DATAREPORTAL

245
49.4%
37.9%
31.6%
30.4%
28.2%
27.6%
24.6%
21.9%
19.5%
18.1%
17.1%
14.8%
14.4%
14.3%
13.7%
13.0%
12.5%
FREE DELIVERY
COUPONS AND DISCOUNTS
REVIEWS FROM OTHER CUSTOMERS
EASY RETURNS POLICY
QUICK AND EASY ONLINE CHECKOUT PROCESS
NEXT-DAY DELIVERY
LOYALTY POINTS
LOTS OF “LIKES” OR GOOD COMMENTS ON SOCIAL MEDIA
KNOWING THE PRODUCT OR COMPANY IS ECO-FRIENDLY
ABILITY TO SPREAD PAYMENTS OVER TIME, INTEREST-FREE
ABILITY TO PAY WITH CASH ON DELIVERY
CLICK AND COLLECT DELIVERY
“GUEST” CHECKOUT (NO SIGN-IN REQUIRED)
EXCLUSIVE CONTENT OR SERVICES
LIVE-CHAT BOX TO SPEAK TO THE COMPANY
ENTRY INTO COMPETITIONS
“BUY” BUTTONS ON SOCIAL NETWORKS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE
ONLINE PURCHASE DRIVERS
JAN
2023
DATAREPORTAL

246
4.11 $3.59 $873 59.8% 17.1%
BILLION TRILLION
+8.3% (+315 MILLION) -6.5% (-$250 BILLION) -13.7% (-$138) +1.2% (+71 BPS) +4.4% (+72 BPS)
NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA ONLINE
CHANNELS IN 2022
ESTIMATED TOTAL
ANNUAL SPEND ON
ONLINE CONSUMER GOODS
PURCHASES (USD, 2022)
AVERAGE ANNUAL
REVENUE PER CONSUMER
GOODS ECOMMERCE
USER (USD, 2022)
SHARE OF 2022 CONSUMER
GOODS ECOMMERCE SPEND
ATTRIBUTABLE TO PURCHASES
MADE VIA MOBILE PHONES
2022 ONLINE PURCHASES vs.
TOTAL CONSUMER GOODS
PURCHASE VALUE ACROSS
ALL RETAIL CHANNELS
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER
HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE
PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
“BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY)
OVERVIEW OF CONSUMER GOODS ECOMMERCE
JAN
2023

247
$3,828
$3,374
$2,940
$2,741
$2,382
$2,299
$2,226
$2,134
$2,033
$2,011
$1,956
$1,881
$1,828
$1,824
$1,788
$1,751
$1,719
$1,668
$1,654
$1,560
$1,212
$1,209
$1,104
$1,009
$948
$930
$873
$747
$684
$664
$647
$593
$581
$576
$491
$474
$474
$403
$379
$357
$340
$320
$313
$258
$222
$142
$123
$119
$110
$78
$73
HONG
KONG
U.S.A.
U.K.
SOUTH
KOREA
SWITZERLAND
NORWAY
DENMARK
NETHERLANDS
AUSTRALIA
CANADA
SWEDEN
JAPAN
SINGAPORE
AUSTRIA
NEW
ZEALAND
IRELAND
GERMANY
FRANCE
U.A.E.
ISRAEL
ITALY
BELGIUM
CHINA
SPAIN
CZECHIA
PORTUGAL
WORLDWIDE
TAIWAN
CHILE
GREECE
POLAND
MEXICO
MALAYSIA
ROMANIA
THAILAND
SAUDI
ARABIA
TURKEY
RUSSIA
PHILIPPINES
COLOMBIA
ARGENTINA
BRAZIL
INDONESIA
SOUTH
AFRICA
VIETNAM
KENYA
EGYPT
INDIA
MOROCCO
GHANA
NIGERIA
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF AVERAGE FULL-YEAR SPEND PER ONLINE CONSUMER GOODS SHOPPER FOR
2022 IN U.S. DOLLARS. “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES,
AND PHYSICAL MEDIA. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE FULL-YEAR 2022 ONLINE REVENUE PER CONSUMER GOODS ECOMMERCE USER (U.S. DOLLARS)
CONSUMER GOODS ECOMMERCE ARPU
JAN
2023
DATAREPORTAL

248
$368.2 $244.0 $207.9 $143.8
-1.7% (-$6.3 BILLION) +6.9% (+$16 BILLION) +0.5% (+$1.1 BILLION) -7.2% (-$11 BILLION)
$871.2 $765.7 $601.7 $387.7
-2.4% (-$21 BILLION) -17.1% (-$158 BILLION) -2.7% (-$17 BILLION) -12.3% (-$54 BILLION)
PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA
FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT
INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022)
ECOMMERCE: CONSUMER GOODS CATEGORIES
JAN
2023

249
01 AMAZON AMAZON
02 SHOPEE SEA
03 FLIPKART FLIPKART
04 ALIEXPRESS ALIBABA
05 LAZADA ALIBABA
06 MERCADOLIBRE MERCADOLIBRE
07 SHEIN SHEIN
08 MEESHO MEESHO
09 EBAY EBAY
10 MYNTRA WALMART
11 WALMART WALMART
12 DARAZ ALIBABA
13 TOKOPEDIA GOTO GROUP
14 AVITO KISMET CAPITAL GROUP
15 WISH CONTEXTLOGIC
16 LIDL PLUS LIDL
17 AJIO SHOPPING APP RELIANCE INDUSTRIES
18 OZON OZON
19 WILDBERRIES WILDBERRIES
20 OLX NASPERS
# SHOPPING APP COMPANY # SHOPPING APP COMPANY
SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: ONLY INCLUDES MOBILE APPS WHICH FOCUS PRIMARILY ON PROVIDING ONLINE SHOPPING SERVICES. DOES NOT INCLUDE USERS
WHO ACCESS MERCHANTS’ PLATFORMS OR SERVICES VIA DEVICES OTHER THAN MOBILE PHONES. RANKINGS BASED ON COMBINED, WORLDWIDE ACTIVITY ON IPHONES AND ANDROID PHONES BETWEEN
JANUARY AND DECEMBER 2022, EXCLUDING CHINA.
GLOBAL OVERVIEW
RANKING OF MOBILE APPS IN THE SHOPPING CATEGORY, BASED ON GLOBAL ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022
MOST USED MOBILE SHOPPING APPS
JAN
2023

250
45.2%
45.2%
43.4%
38.1%
37.0%
37.0%
35.0%
32.7%
32.1%
30.5%
29.3%
29.0%
28.7%
28.6%
28.6%
28.3%
27.6%
27.0%
26.2%
26.1%
24.6%
24.3%
24.0%
23.8%
23.3%
23.1%
23.1%
20.7%
19.8%
19.3%
19.2%
18.7%
18.0%
17.8%
17.0%
16.7%
16.4%
16.2%
16.1%
15.3%
14.7%
14.5%
14.1%
14.1%
13.7%
13.3%
13.1%
12.6%
12.1%
10.0%
8.8%
SOUTH
KOREA
THAILAND
TURKEY
INDONESIA
MEXICO
U.A.E.
INDIA
CHILE
GREECE
CHINA
TAIWAN
SINGAPORE
MALAYSIA
NIGERIA
SAUDI
ARABIA
WORLDWIDE
BRAZIL
VIETNAM
U.K.
COLOMBIA
ARGENTINA
U.S.A.
AUSTRALIA
HONG
KONG
FRANCE
PHILIPPINES
SOUTH
AFRICA
ISRAEL
NETHERLANDS
SPAIN
NEW
ZEALAND
EGYPT
POLAND
CANADA
IRELAND
SWITZERLAND
ROMANIA
SWEDEN
GERMANY
CZECHIA
RUSSIA
BELGIUM
AUSTRIA
DENMARK
JAPAN
PORTUGAL
KENYA
NORWAY
ITALY
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
JAN
2023
DATAREPORTAL

251
27.0%
33.4% 32.4%
28.7%
24.2%
24.2%
29.5% 29.3%
25.8%
23.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
JAN
2023
DATAREPORTAL

252
1.25 +6.5% $460.4 +7.3% $368
BILLION +76 MILLION BILLION +$31 BILLION YOY: -2.2%
NUMBER OF PEOPLE
ORDERING GROCERIES
VIA ONLINE PLATFORMS
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF PEOPLE
BUYING GROCERIES ONLINE
TOTAL ANNUAL VALUE
OF ONLINE GROCERY
ORDERS (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF ONLINE
GROCERY ORDERS
AVERAGE ANNUAL VALUE
OF ONLINE GROCERY
ORDERS PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES QUICK COMMERCE AND MEAL RECIPE KITS (E.G. HELLOFRESH). ONLY INCLUDES ORDERS MADE VIA
ONLINE SERVICES, BUT INCLUDES “CLICK-AND-COLLECT” ORDERS WHERE ITEMS ARE PURCHASED ONLINE BUT PICKED UP IN-STORE OR AT A COLLECTION POINT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR
2022 IN U.S. DOLLARS. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS”
VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF ONLINE GROCERY ORDERING AND DELIVERY SERVICES
ONLINE GROCERY SHOPPING OVERVIEW
JAN
2023

253
$269.1 $148.4 $58.11 $4.17
+69.5% (+$110 BILLION) +44.2% (+$45 BILLION) +47.1% (+$19 BILLION) +38.2% (+$1.2 BILLION)
$361.4 $68.67 $53.90 $8.66
+78.9% (+$159 BILLION) +58.4% (+$25 BILLION) +17.1% (+$7.9 BILLION) +64.3% (+$3.4 BILLION)
HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES
FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES
SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN
U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS,
FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022)
ONLINE TRAVEL AND TOURISM
JAN
2023

254
55.6%
52.8%
49.7%
45.0%
41.2%
37.8%
35.5%
31.2%
31.0%
30.1%
29.4%
29.0%
27.1%
26.7%
26.3%
25.6%
25.1%
24.7%
24.1%
23.1%
22.6%
21.5%
20.8%
19.7%
19.6%
19.3%
18.5%
17.5%
17.4%
17.4%
16.5%
15.5%
14.8%
14.1%
14.1%
12.7%
12.4%
12.3%
10.6%
9.4%
9.4%
9.4%
9.3%
9.1%
8.8%
8.7%
8.5%
8.5%
8.0%
6.3%
4.3%
BRAZIL
MEXICO
CHILE
INDIA
SOUTH
AFRICA
COLOMBIA
EGYPT
CHINA
U.A.E.
SAUDI
ARABIA
KENYA
WORLDWIDE
AUSTRALIA
SINGAPORE
CANADA
PORTUGAL
ARGENTINA
VIETNAM
U.S.A.
NEW
ZEALAND
HONG
KONG
ROMANIA
RUSSIA
POLAND
U.K.
INDONESIA
TAIWAN
IRELAND
MALAYSIA
SPAIN
NIGERIA
GHANA
TURKEY
FRANCE
SWITZERLAND
SWEDEN
NORWAY
PHILIPPINES
AUSTRIA
GREECE
NETHERLANDS
THAILAND
GERMANY
ISRAEL
CZECHIA
SOUTH
KOREA
BELGIUM
DENMARK
ITALY
MOROCCO
JAPAN
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “ONLINE MOBILITY
SERVICES” INCLUDE APPS, WEBSITES, AND SOFTWARE THAT ENABLE USERS TO BOOK TAXIS, RIDE-HAILING, OR RIDE-SHARE SERVICES, OR TO RENT BIKES OR SCOOTERS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE ONLINE MOBILITY SERVICES EACH MONTH
USE OF ONLINE MOBILITY SERVICES
JAN
2023
DATAREPORTAL

255
31.1%
35.2%
30.5%
23.1%
16.6%
28.8%
34.5%
30.3%
24.6%
18.1%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “ONLINE MOBILITY
SERVICES” INCLUDE APPS, WEBSITES, AND SOFTWARE THAT ENABLE USERS TO BOOK TAXIS, RIDE-HAILING, OR RIDE-SHARE SERVICES, OR TO RENT BIKES OR SCOOTERS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE ONLINE MOBILITY SERVICES EACH MONTH
USE OF ONLINE MOBILITY SERVICES
JAN
2023
DATAREPORTAL

256
81.6%
78.5%
78.2%
78.2%
78.1%
76.9%
76.3%
75.7%
74.0%
73.8%
73.6%
73.6%
73.3%
73.3%
72.5%
72.4%
71.5%
71.4%
71.1%
69.7%
69.4%
68.8%
68.8%
68.6%
68.3%
67.2%
67.1%
66.9%
66.7%
66.7%
66.6%
64.6%
64.6%
63.5%
62.9%
62.6%
62.1%
61.2%
59.9%
59.2%
59.2%
58.8%
56.1%
54.3%
52.6%
48.5%
46.6%
43.7%
43.4%
40.2%
30.2%
INDIA
MEXICO
CHINA
VIETNAM
NORWAY
MOROCCO
CHILE
BRAZIL
U.S.A.
AUSTRALIA
ARGENTINA
KENYA
IRELAND
SWEDEN
NIGERIA
U.A.E.
WORLDWIDE
GERMANY
DENMARK
NEW
ZEALAND
NETHERLANDS
CANADA
SOUTH
AFRICA
U.K.
THAILAND
AUSTRIA
SAUDI
ARABIA
INDONESIA
COLOMBIA
PHILIPPINES
TURKEY
SPAIN
SWITZERLAND
HONG
KONG
TAIWAN
MALAYSIA
GHANA
POLAND
ITALY
SINGAPORE
SOUTH
KOREA
FRANCE
EGYPT
BELGIUM
PORTUGAL
ISRAEL
ROMANIA
CZECHIA
GREECE
JAPAN
RUSSIA
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “DIGITAL CONTENT”
INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS
AND MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
DIGITAL CONTENT PURCHASES
JAN
2023
DATAREPORTAL

257
72.9%
76.6%
70.3%
61.7%
49.4%
78.7% 80.7%
74.1%
65.8%
54.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: IN THIS CONTEXT, “DIGITAL CONTENT”
INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS
AND MAGAZINES, VIDEO GAMES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS, AS WELL AS IN-APP PURCHASES.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PAY FOR ANY KIND OF DIGITAL CONTENT EACH MONTH
JAN
2023
DATAREPORTAL

258
31.7%
24.2%
19.6%
17.7%
17.3%
17.1%
13.6%
12.4%
11.6%
11.5%
10.4%
10.2%
9.2%
9.0%
6.9%
MOVIE OR TV STREAMING SERVICE
MUSIC STREAMING SERVICE
MUSIC DOWNLOAD
MOBILE APP
MOBILE GAME
MOVIE OR TV DOWNLOAD
STUDY PROGRAMS AND LEARNING MATERIALS
E-BOOK
IN-APP PURCHASES
NEWS SERVICE
SOFTWARE PACKAGE
PREMIUM WEB SERVICE
SUBSCRIPTION TO AN ONLINE MAGAZINE
DIGITAL GIFTS
DATING SERVICE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH TYPE OF DIGITAL CONTENT EACH MONTH
JAN
2023
DATAREPORTAL

259
$331.8 $197.0 $94.88 $24.87 $15.07
BILLION BILLION BILLION BILLION BILLION
+6.0% (+$19 BILLION) +6.5% (+$12 BILLION) +7.6% (+$6.7 BILLION) -1.9% (-$470 MILLION) +2.6% (+$380 MILLION)
TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH
EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA
OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS)
DIGITAL MEDIA SPEND
JAN
2023

260
45% 32% 11% 4% 6%
SHARE OF B2C ECOMMERCE
TRANSACTION VOLUME
ATTRIBUTABLE TO DIGITAL
AND MOBILE WALLETS
TRANSACTION VOLUME
ATTRIBUTABLE TO DEBIT
AND CREDIT CARDS
TRANSACTION VOLUME
ATTRIBUTABLE TO
BANK TRANSFERS
TRANSACTION VOLUME
ATTRIBUTABLE TO
CASH-ON-DELIVERY
TRANSACTION VOLUME
ATTRIBUTABLE TO OTHER
PAYMENT METHODS
SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021.
GLOBAL OVERVIEW
PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD
PAYMENT METHODS USED FOR ECOMMERCE
JAN
2023

261
4.16 +8.3% $8.49 +12.9% $2,040
BILLION +321 MILLION TRILLION +$967 BILLION YOY: +4.1%
NUMBER OF
PEOPLE MAKING
DIGITAL PAYMENTS
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF PEOPLE
MAKING DIGITAL PAYMENTS
TOTAL ANNUAL VALUE
OF DIGITAL PAYMENT
TRANSACTIONS (USD, 2022)
YEAR-ON-YEAR CHANGE
IN THE VALUE OF DIGITAL
PAYMENT TRANSACTIONS
AVERAGE ANNUAL VALUE
OF DIGITAL PAYMENTS
PER USER (USD, 2022)
SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C
DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES
FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%,
NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS
OVERVIEW OF CONSUMER DIGITAL PAYMENTS
JAN
2023

262
42.2%
38.4%
38.0%
34.2%
33.5%
32.8%
32.4%
32.1%
31.0%
30.0%
28.9%
27.4%
27.3%
27.0%
26.8%
26.1%
25.5%
25.5%
25.3%
25.3%
25.0%
24.2%
24.0%
23.9%
23.8%
23.5%
22.3%
22.2%
21.8%
21.8%
21.7%
21.0%
21.0%
20.9%
20.8%
20.3%
19.8%
18.5%
17.9%
17.5%
17.3%
16.9%
16.5%
15.5%
15.1%
13.8%
13.7%
12.7%
12.2%
11.1%
10.7%
TAIWAN
HONG
KONG
DENMARK
SAUDI
ARABIA
THAILAND
INDIA
BRAZIL
SINGAPORE
IRELAND
U.A.E.
U.K.
VIETNAM
AUSTRALIA
U.S.A.
CZECHIA
SWITZERLAND
GERMANY
MALAYSIA
CHINA
SOUTH
KOREA
WORLDWIDE
PHILIPPINES
INDONESIA
POLAND
AUSTRIA
ROMANIA
PORTUGAL
CHILE
NETHERLANDS
SPAIN
NEW
ZEALAND
CANADA
KENYA
SWEDEN
SOUTH
AFRICA
GREECE
ISRAEL
MEXICO
COLOMBIA
ARGENTINA
JAPAN
NIGERIA
ITALY
FRANCE
NORWAY
EGYPT
TURKEY
BELGIUM
GHANA
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
JAN
2023
DATAREPORTAL

263
23.0%
27.3%
25.6%
22.2%
17.7%
24.4%
27.1%
28.0%
25.7%
21.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE MOBILE PAYMENT SERVICES (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH
USE OF MOBILE PAYMENT SERVICES
JAN
2023
DATAREPORTAL

264
82.7%
79.1%
71.6%
69.7%
69.2%
68.4%
66.7%
66.7%
63.8%
62.1%
59.0%
58.5%
57.9%
57.2%
56.6%
56.5%
55.0%
51.4%
49.8%
48.4%
41.7%
40.4%
39.8%
38.5%
38.0%
37.4%
32.6%
29.9%
28.9%
26.8%
25.4%
25.1%
24.5%
24.4%
24.3%
23.2%
22.6%
17.8%
13.2%
10.0%
9.5%
8.1%
7.9%
6.4%
4.6%
4.1%
2.8%
1.6%
1.6%
1.1%
0.9%
CANADA
ISRAEL
HONG
KONG
JAPAN
SWITZERLAND
SOUTH
KOREA
NORWAY
U.S.A.
TAIWAN
U.K.
AUSTRIA
DENMARK
ITALY
NEW
ZEALAND
SPAIN
GERMANY
IRELAND
AUSTRALIA
BELGIUM
SWEDEN
SINGAPORE
BRAZIL
FRANCE
PORTUGAL
CHINA
NETHERLANDS
TURKEY
CZECHIA
ARGENTINA
U.A.E.
SAUDI
ARABIA
RUSSIA
WORLDWIDE
POLAND
CHILE
GREECE
THAILAND
ROMANIA
COLOMBIA
SOUTH
AFRICA
MEXICO
PHILIPPINES
MALAYSIA
KENYA
INDIA
VIETNAM
EGYPT
NIGERIA
INDONESIA
MOROCCO
GHANA
SOURCE: WORLD BANK, USING LATEST AVAILABLE DATA.
GLOBAL OVERVIEW
PERCENTAGE OF ADULTS AGED 15+ WHO OWN A CREDIT CARD
CREDIT CARD ADOPTION
JAN
2023
DATAREPORTAL

265
99.0%
98.3%
98.2%
97.8%
96.4%
96.2%
96.2%
95.9%
95.5%
95.5%
94.0%
93.5%
93.5%
89.1%
88.3%
88.1%
86.3%
85.5%
85.4%
84.0%
83.9%
83.3%
83.3%
83.0%
82.8%
82.3%
81.5%
78.8%
75.8%
71.9%
68.8%
66.0%
65.3%
63.2%
58.9%
58.9%
54.9%
52.8%
52.7%
35.3%
35.1%
31.7%
30.6%
29.8%
28.9%
27.1%
26.7%
24.6%
22.4%
22.1%
17.4%
DENMARK
NETHERLANDS
SWEDEN
NORWAY
NEW
ZEALAND
BELGIUM
CANADA
AUSTRALIA
AUSTRIA
U.K.
GERMANY
SINGAPORE
IRELAND
CZECHIA
JAPAN
HONG
KONG
FRANCE
PORTUGAL
SWITZERLAND
SOUTH
KOREA
POLAND
SPAIN
MALAYSIA
GREECE
U.S.A.
ITALY
TAIWAN
CHILE
CHINA
SAUDI
ARABIA
U.A.E.
BRAZIL
RUSSIA
THAILAND
SOUTH
AFRICA
TURKEY
ARGENTINA
WORLDWIDE
ROMANIA
NIGERIA
INDONESIA
MOROCCO
ISRAEL
PHILIPPINES
COLOMBIA
INDIA
VIETNAM
MEXICO
KENYA
EGYPT
GHANA
SOURCE: WORLD BANK, USING LATEST AVAILABLE DATA.
GLOBAL OVERVIEW
PERCENTAGE OF ADULTS AGED 15+ WHO OWN A DEBIT CARD
DEBIT CARD ADOPTION
JAN
2023
DATAREPORTAL

267
30.6%
30.2%
27.4%
26.6%
24.7%
23.3%
22.9%
22.8%
22.0%
21.8%
21.1%
21.0%
18.9%
18.0%
17.2%
16.1%
SEARCH ENGINES
ADS ON TV
WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS AND FAMILY
ADS ON SOCIAL MEDIA
BRAND AND PRODUCT WEBSITES
TV SHOWS AND FILMS
ADS ON WEBSITES
ONLINE RETAIL WEBSITES
RECOMMENDATIONS AND COMMENTS ON SOCIAL MEDIA
CONSUMER REVIEW SITES
ADS IN MOBILE OR TABLET APPS
IN-STORE PRODUCT DISPLAYS OR PROMOTIONS
PRODUCT COMPARISON WEBSITES
ADS BEFORE ONLINE VIDEOS OR TV SHOWS START TO PLAY
PRODUCT SAMPLES OR TRIALS
ADS ON BILLBOARDS OR POSTERS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM
SOURCES OF BRAND DISCOVERY
JAN
2023
DATAREPORTAL

Meltwater Insights
Our 2023 Marketing Trends guide provides a glimpse at what the
next generation of digital marketing has to offer.
Top 4 Digital Marketing Trends
With so much consumer data now available for analysis, marketers
can take advantage of more sophisticated audience segmentation
than grouping people by qualities like location and age. Social media
data can reveal how people form “digital tribes” based on their shared
attitudes, behaviors, and interests, giving marketers a more useful
understanding of audience segments.
We can finally say goodbye to basic demographics and hello to better
relationships with our audiences.
48% of consumers are starting to distrust influencers due to a
sort of branded content fatigue, according to Shopify.com. So
even if you as a brand have done your due diligence to vet your
influencers, an influencer who posts more branded content than
organic content could start to be less valuable. This means we could
see a big move towards nano influencers or a resurgence of tapping
into niche communities for ambassadorship.
Your audiences aren’t always where you expect them to be. Luckily,
marketers now have stronger tools to find and understand them. A wider
range of data sources is available to social listening platforms, like Reddit
and Sina Weibo. AI has also enabled rich new data sources, including
images and audio formats.
All of these new data sources mean that social listening is more powerful
and useful than ever before.
The death of third-party cookies and the dominance of “infinite scroll”
platforms like Instagram and TikTok mean the value of the brand will
reach new highs in 2023. Winning attention is one thing, but it’s the
brands that consumers know, trust, and love that earn engagement.
Across industries, marketers and brands that get the clicks in 2023 will
do so via in-depth consumer and audience intelligence that puts them
in authentic conversation with their consumers.
Trend 1
Ditch demographics for communities
Trend 3
Focus your influence
Trend 2
Listen further
Trend 4
Invest in brand value
Want to make the most of rising marketing trends?
Download our 2023 Marketing Trends guide.
PARTNER CONTENT

STORYTELLING IS NO LONGER LINEAR NOR
FOLLOWING ESTABLISHED STRUCTURES
COLLAPSING NARRATIVES
To survive the modern attention economy, storytelling on social is mutating.
Once a formulaic art – beginning, middle, end – stories are no longer
progressing through a full narrative arc, nor do they play out start-to-finish in
one place. Instead, story arcs are collapsing and starting mid-narrative, or
expanding and becoming scattered across platforms.
People no longer want to be passively fed simple, complete narratives by
brands. Instead, there’s growing satisfaction with brands that require users to
puzzle together meaning – through niche or subcultural knowledge,
fandom-based familiarity, or nostalgic knowledge of the past.
FIND OUT MORE IN
Brands can blend different genres and
fandoms for greater effect. When NFL
team Los Angeles Chargers released
their season schedule, they didn’t stick
within sports culture, instead releasing
an anime-themed announcement. The
video expertly weaves in narratives from
popular anime series and features a
tonne of subtle easter eggs for
in-the-know NFL fans, allowing them to
decode subtle jabs at opposing teams.
Brands can use collapsing narratives to
weave together the real and the virtual.
In Pringles' recent activation, people
could 'win a job' as a non-playable
character - a 'vending machine filler' -
inside Train Sim World 2. Fans were
invited to post a selfie explaining why
they'd be the ideal candidate. Pringles
let people piece together their own
narrative for their vending machine
character, all while blurring the lines
between platforms (on Instagram vs.
within Train Sim World 2) as well as
realities.
PARTNER CONTENT

270
71.8%
70.9%
66.5%
65.7%
64.8%
61.9%
61.7%
60.5%
60.5%
59.9%
59.8%
58.3%
57.7%
57.7%
56.8%
56.7%
56.3%
56.3%
56.2%
55.1%
55.1%
54.6%
54.6%
54.2%
53.8%
53.6%
53.4%
53.3%
53.3%
53.2%
52.7%
52.3%
51.2%
50.8%
50.8%
50.5%
50.3%
49.1%
48.9%
48.8%
48.6%
48.5%
48.4%
47.3%
46.2%
45.8%
41.9%
40.6%
39.4%
28.4%
28.0%
BRAZIL
INDONESIA
PHILIPPINES
GREECE
TURKEY
SOUTH
KOREA
SOUTH
AFRICA
PORTUGAL
ROMANIA
MALAYSIA
ARGENTINA
SPAIN
CHILE
COLOMBIA
ISRAEL
MEXICO
ITALY
TAIWAN
AUSTRIA
GERMANY
SWEDEN
POLAND
RUSSIA
IRELAND
SINGAPORE
NEW
ZEALAND
CZECHIA
SWITZERLAND
U.K.
VIETNAM
CANADA
U.S.A.
KENYA
WORLDWIDE
NETHERLANDS
FRANCE
THAILAND
AUSTRALIA
DENMARK
BELGIUM
SAUDI
ARABIA
U.A.E.
HONG
KONG
INDIA
NORWAY
JAPAN
CHINA
EGYPT
NIGERIA
GHANA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
JAN
2023
DATAREPORTAL

271
51.1% 52.0% 52.6% 53.4% 53.1%
44.2%
48.0%
52.1% 53.1%
55.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
JAN
2023
DATAREPORTAL

272
48.2%
43.1%
36.3%
33.5%
27.8%
26.8%
22.5%
20.9%
20.6%
19.4%
16.6%
16.2%
15.7%
15.4%
13.6%
10.5%
SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
PRODUCT AND BRAND WEBSITES
PRICE COMPARISON WEBSITES
MOBILE APPS
VIDEO SITES
DISCOUNT VOUCHER AND COUPON SITES
QUESTION AND ANSWER SITES
BLOGS ON PRODUCTS AND BRANDS
SPECIALIST OR INDEPENDENT REVIEW SITES
MESSAGING AND LIVE CHAT SERVICES
FORUMS AND MESSAGE BOARDS
MICRO-BLOGS (E.G. TWITTER)
VLOGS
ONLINE PINBOARDS (E.G. PINTEREST)
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
MAIN CHANNELS FOR ONLINE BRAND RESEARCH
JAN
2023
DATAREPORTAL

273
43.2%
46.3%
49.3%
52.3%
55.7%
47.9%
47.5%
43.8%
37.0%
28.7%
16 TO 24
YEARS OLD
25 TO 34
YEARS OLD
45 TO 54
YEARS OLD
35 TO 44
YEARS OLD
55 TO 64
YEARS OLD
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
SEARCH ENGINES
SOCIAL NETWORKS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS
TOP CHANNELS FOR ONLINE BRAND RESEARCH
JAN
2023
DATAREPORTAL

274
43.1%
23.7%
22.3%
20.3%
20.2%
16.8%
16.6%
15.6%
15.5%
15.1%
15.1%
13.6%
13.4%
13.0%
12.9%
12.6%
VISITED A BRAND’S WEBSITE
WATCHED A VIDEO MADE BY A BRAND
FOLLOWED A BRAND ON A SOCIAL NETWORK
VISITED A BRAND’S SOCIAL NETWORK PAGE
READ AN EMAIL OR NEWSLETTER FROM A BRAND
DOWNLOADED OR USED A BRANDED APP
USED A SOCIAL MEDIA “SHARE” BUTTON ON A WEBSITE
CLICKED ON A PROMOTED POST ON A SOCIAL NETWORK
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
CLICKED ON AN ONLINE AD ON A WEBSITE
LEFT FEEDBACK OR A REVIEW ON A BRAND’S WEBSITE
ASKED A QUESTION TO A BRAND ON A SOCIAL NETWORK
PLAYED A BRANDED GAME
READ A BRANDED BLOG
STOPPED FOLLOWING A BRAND ON A SOCIAL NETWORK
UPLOADED CONTENT TO A BRAND’S SOCIAL MEDIA PAGE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH ACTION EACH MONTH
ONLINE BRAND INTERACTIONS
JAN
2023
DATAREPORTAL

275
$254.3 B
$320.5 B
$374.8 B
$435.6 B
$579.4 B
$667.3 B
+26.0% +16.9% +16.2% +33.0% +15.2%
2017 2018 2019 2020 2021 2022
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. DOES NOT INCLUDE REVENUES ASSOCIATED WITH
EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
DIGITAL ADVERTISING REVENUES OVER TIME (IN BILLIONS OF U.S. DOLLARS)
DIGITAL ADVERTISING SPEND
JAN
2023
DATAREPORTAL

276
46.9%
52.7%
57.4%
64.4%
70.1%
73.3%
+12.3% +8.9% +12.2% +8.8% +4.6%
2017 2018 2019 2020 2021 2022
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REFLECT ESTIMATES FOR FULL-YEAR SPEND. DOES NOT INCLUDE REVENUES ASSOCIATED WITH
EMAIL MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. PERCENTAGE CHANGE VALUES SHOWN IN THE WHITE CIRCLES ARE RELATIVE (I.E. AN INCREASE OF
20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
DIGITAL ADVERTISING REVENUES COMPARED WITH TOTAL ADVERTISING REVENUES ACROSS ALL MEDIA AND CHANNELS
DIGITAL’S SHARE OF TOTAL ADVERTISING SPEND
JAN
2023
DATAREPORTAL

277
$20.52 $7.65 60.8% 33.9% 81.8%
BILLION BILLION $406.0 BILLION $226.0 BILLION $545.6 BILLION
+1.5% (+$310 MILLION) +20.5% (+$1.3 BILLION) +20.5% (+$69 BILLION) +23.2% (+$43 BILLION) +17.7% (+$82 BILLION)
$667.3 $260.0 $180.4 $155.0 $27.51
BILLION BILLION BILLION BILLION BILLION
+15.2% (+$88 BILLION) +15.4% (+$35 BILLION) +20.1% (+$30 BILLION) +9.7% (+$14 BILLION) +20.4% (+$4.7 BILLION)
Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND
Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND Y-O-Y CHANGE IN SPEND
ANNUAL SPEND ON
ONLINE CLASSIFIEDS
ANNUAL SPEND ON
DIGITAL AUDIO ADS
SHARE OF TOTAL DIGITAL
AD SPEND: MOBILE DEVICES*
AD SPEND: SOCIAL MEDIA
AD SPEND: PROGRAMMATIC
TOTAL ANNUAL SPEND ON
DIGITAL ADS (ALL TYPES)
ANNUAL SPEND ON
ONLINE SEARCH ADS
ANNUAL SPEND ON
DIGITAL VIDEO ADS
ANNUAL SPEND ON
DIGITAL BANNER ADS
ANNUAL SPEND ON ONLINE
INFLUENCER ACTIVITIES
SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS
WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. “Y-O-Y CHANGE IN SPEND” FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ANNUAL AD SPEND. PERCENTAGES MAY NOT CORRELATE
WITH ABSOLUTE FIGURES DUE TO ROUNDING IN THE SOURCE DATA. *ADVISORY: REVENUE FIGURE FOR DIGITAL AD SPEND ATTRIBUTABLE TO MOBILE DEVICES IS BASED ON MOBILE’S SHARE OF SPEND ACROSS
A SUBSET OF DIGITAL ADVERTISING ACTIVITIES, AS REPORTED IN STATISTA’S DIGITAL MARKET OUTLOOK. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
ANNUAL SPEND ON DIGITAL ADVERTISING BY FORMAT (U.S. DOLLARS, FULL-YEAR 2022)
DIGITAL ADVERTISING SPEND
JAN
2023

278
1.6% 1.6% 1.6% 1.6% 1.6%
100
93 95 94
123
-6.9% +2.0% -1.1% +30.8%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN CIRCLES
SHOW CLICK-THROUGH RATE ON SEARCH ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL PAID ONLINE SEARCH AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SEARCH AD CLICK-THROUGH RATE (CTR)
SEARCH ADVERTISING: IMPRESSIONS & CTR
JAN
2023
DATAREPORTAL

279
$0.68
$0.62
$0.65 $0.65
$0.60
-9.1% +5.6% -1.1% -7.0%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
SOURCE: SKAI. NOTES: GREEN BARS SHOW AVERAGE SEARCH AD COST-PER-CLICK. VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR
“CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SEARCH AD COST-PER-CLICK. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1
TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES
MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE COST-PER-CLICK OF PAID ONLINE SEARCH ADS (U.S. DOLLARS)
SEARCH ADVERTISING: AVERAGE CPC
JAN
2023
DATAREPORTAL

280
100
84 89 89
107
-15.6% +5.0% ≈0% +21.1%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SEARCH AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SEARCH AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED TO A
COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SEARCH
AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL AMOUNT SPENT ON PAID ONLINE SEARCH AD PLACEMENTS (REPORTED AS AN INDEX)
SEARCH ADVERTISING: TOTAL SPEND
JAN
2023
DATAREPORTAL

281
100
126
113
138
157
1.3% 1.3% 1.3% 1.3% 1.4%
+26.4% -10.7% +22.0% +14.2%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD IMPRESSIONS IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD IMPRESSIONS IN THE LEFTMOST QUARTER. VALUES IN GREEN
CIRCLES SHOW CLICK-THROUGH RATE ON SOCIAL MEDIA ADS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL MEDIA AD IMPRESSIONS. FINDINGS EXTRAPOLATED FROM
A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL PAID SOCIAL MEDIA AD IMPRESSIONS (REPORTED AS AN INDEX), AND AVERAGE SOCIAL MEDIA AD CLICK-THROUGH RATE (CTR)
SOCIAL MEDIA ADVERTISING: IMPRESSIONS & CTR
JAN
2023
DATAREPORTAL

282
$10.19
$7.58
$8.10
$7.03 $6.67
-25.5% +6.8% -13.2% -5.1%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
SOURCE: SKAI. NOTES: GREEN BARS SHOW THE AVERAGE COST OF 1,000 SOCIAL MEDIA AD IMPRESSIONS (CPM). VALUES HAVE BEEN TRANSLATED TO A COMMON CURRENCY BEFORE AGGREGATION, AND
DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN AVERAGE SOCIAL MEDIA AD CPM. FINDINGS EXTRAPOLATED FROM A
SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES. COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH
QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
AVERAGE COST PER 1,000 PAID SOCIAL MEDIA AD IMPRESSIONS (U.S. DOLLARS)
SOCIAL MEDIA ADVERTISING: AVERAGE CPM
JAN
2023
DATAREPORTAL

283
100
94 90
95
103
-5.9% -4.7% +5.9% +8.4%
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
SOURCE: SKAI. NOTES: GREEN BARS SHOW TOTAL SOCIAL MEDIA AD SPEND IN EACH QUARTER AS AN INDEX OF TOTAL SOCIAL MEDIA AD SPEND IN THE LEFTMOST QUARTER. VALUES HAVE BEEN TRANSLATED
TO A COMMON CURRENCY BEFORE AGGREGATION, AND DO NOT USE EX-FX OR “CONSTANT CURRENCY” ADJUSTMENTS. VALUES IN WHITE CIRCLES SHOW QUARTER-ON-QUARTER CHANGE IN TOTAL SOCIAL
MEDIA AD SPEND. FINDINGS EXTRAPOLATED FROM A SAMPLE OF OVER 1 TRILLION AD IMPRESSIONS, 12 BILLION AD CLICKS, AND US$7 BILLION IN AD SPEND ACROSS MULTIPLE COUNTRIES AND INDUSTRIES.
COMPARABILITY: SKAI RE-BASES ITS SAMPLE EACH QUARTER, SO VALUES MAY NOT CORRELATE WITH VALUES IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL AMOUNT SPENT ON PAID SOCIAL MEDIA AD PLACEMENTS (REPORTED AS AN INDEX)
SOCIAL MEDIA ADVERTISING: TOTAL SPEND
JAN
2023
DATAREPORTAL

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

With over 1,100 people in 18 oﬃces around the world, we deliver
a global perspective to our clients in a time when social media is
shaping culture.
We make ideas worth talking about. We understand social
behaviours within online communities, cultures and subcultures,
spanning the social and gaming landscape.
We work with the world’s biggest brands, including adidas,
Samsung, Netﬂix and Google, to reach the right people in a
strategic, relevant and effective way.
We Are Social is part of Plus Company.
WE ARE A GLOBAL SOCIALLY-LED CREATIVE AGENCY, WITH
UNRIVALED SOCIAL MEDIA EXPERTISE
FIND OUT MORE ON
wearesocial.com >
STRATEGY WEB3
CULTURAL
INSIGHT GAMING
INTEGRATED
CREATIVE
SPORTS
MARKETING
PRODUCTION SOCIAL
COMMERCE
INFLUENCER
MARKETING PAID MEDIA

The global leading provider of
social and media intelligence
Meet Meltwater
Leading global organizations use Meltwater’s PR, marketing,
and social media solutions to better serve their customers.
Our social and media intelligence solutions — brought to
you by 2,300 employees in 50 offices across six continents
— provide our 27,000 corporate customers with the insights
they need to make better, more informed decisions.
Learn more at meltwater.com.
Media Intelligence
Monitor digital and traditional media content across the world
Media Relations
Build strong relationships with the best media contacts for your brand
Social Listening & Analytics
Analyze what the world is saying about your brand, your industry,
and your competitors
Social Media Management
Take control of your social media presence
Consumer Insights
Understand what drives your customers
Influencer Marketing
Streamline and measure your influencer marketing management
Sales Intelligence
Evolve your sales process with data
API & Data Integration
Create an enterprise-wide analytics platform tailored to your business
The global leading provider of
social and media intelligence
Meet Meltwater
Leading global organizations use Meltwater’s PR, marketing,
and social media solutions to better serve their customers.
Our social and media intelligence solutions — brought to
you by 2,300 employees in 50 offices across six continents
— provide our 27,000 corporate customers with the insights
they need to make better, more informed decisions.
Learn more at meltwater.com.
Media Intelligence
Monitor digital and traditional media content across the world
Media Relations
Build strong relationships with the best media contacts for your brand
Social Listening & Analytics
Analyze what the world is saying about your brand, your industry,
and your competitors
Social Media Management
Take control of your social media presence
Consumer Insights
Understand what drives your customers
Influencer Marketing
Streamline and measure your influencer marketing management
Sales Intelligence
Evolve your sales process with data
API & Data Integration
Create an enterprise-wide analytics platform tailored to your business

Learn more at kepios.com
LEARN MORE »
LEARN MORE »
LEARN MORE »
LEARN MORE »
LEARN MORE »
Go beyond headlines and
hypotheses to understand
what people are really doing
online, and turn insights into
actionable plans and results.
We research and produce
white-label content and co-
branded reports that offer
rich insights into what people
everywhere are doing online.
Add our team’s experience
and insight to your decision-
making. Available through
regular, retained advisory, or
ad hoc for one-off sessions.
Custom keynote presentations
that bring the latest digital
trends to life at conferences,
events, and private meetings,
whether online or in person.
Interactive briefings that
make it easy to keep track of
digital trends, and identify
how evolving behaviours
will impact future success.
CONSUMER
RESEARCH
REPORTS
& CONTENT
ADVISORY
SERVICES
KEYNOTE
PRESENTATIONS
DIGITAL
BRIEFINGS
In addition to producing the Global Digital Reports, we also offer:
Kepios helps the world understand what’s really happening online.
MAKE SENSE OF DIGITAL TRENDS

Stay glued to your audience with
the world’s largest study on
digital consumers
2.7Bn
consumers
represented
profiling points brands markets
200K+ 10K+ 50
Book free demo

Diversity of industries
and topics
Statista bundles statistical data on over
80,000 topics from over 170 industries.
The data comes from over 22,500
sources.
Quick help
for all cases
With Statista, users can obtain
comprehensive overviews and conduct
targeted research – with minimal time
expenditure.
Global data from
numerous countries
Statista offers insights and facts on
industries from 150+ countries.
Markets, companies and consumers
from all over the world are highlighted.
Reliable and efficient
research basis
Statista has been the market leader in
providing business data for 13 years.
Companies, universities, schools and
the media trust our service.
CLICK HERE TO DISCOVER OUR ACCOUNTS
AND FIND DATA FOR YOUR BUSINESS COSMOS
Statista – a universe of data

Extensive
Datasets
We provide data on every mobile
operator in every country
worldwide, with over 30 million
data points, updated daily.
Annually, GSMA Intelligence
publishes over 100 reports and
exclusive analyses, adding greater
insight into our data and
supporting our customers in
making stronger business choices.
Our forecasting experts provide a
five-year (and beyond) view into the
future, enabling long-term investment
planning. Updated quarterly, our
forecasts are consistently accurate
within +/- 2.5 % of reported data.
Topical and
Timely
Research
Pinpoint
Accuracy
We serve a wide array of industries in the
mobile ecosystem and beyond, including
most of the world’s mobile operators plus
major vendors, regulators, international
institutions and vertical sectors ranging
from automotive to retail.
Industry
Trusted
3 Global
Offices
Delhi Barcelona London
Serves over
800
organisations
40,000
users worldwide
Definitive data and analysis
for the mobile industry

data.ai
data.ai unlocks insights at every
stage of the customer lifecycle
Engagement
Boost user playtime or streaming by evaluating
and implementing market leading engagement
features and insights.
Retention
Utilize world class usage metrics to drill into
short and long term returning users and learn
how to avoid retention crashing pitfalls.
Monetization
Get the full picture with in-app purchase and
advertising revenue metrics that inform your
own monetization strategies.
Acquisition
Supercharge or unearth winning acquisition
and ASO strategies with top class market
evaluation tools.
Acquisition
Monetization Retention
Engagement

Semrush .Trends
Data. Insights. Impact.
Semrush .Trends provides instant market overview
and competitive digital insights for those who are
looking to grow their business.
It enables an in-depth view of market conditions
and trends for creating a growth-driven marketing
strategy.
All-encompassing insights for any
website, industry or market across
190 countries & regions
A single solution with 50+ tools
for your strategic vision
Accurate data for real-time market
and competitive insights

The following proprietary presentation is given for general informational purposes only and shall be kept strictly confidential.
✓ One login ✓ Streamlined workflows ✓ Unified insights and reporting ✓ Holistic measurement
Media that matters. Marketing that works.
2000+ $8bn+ 70+
brands and agencies annualized spend retailers & publishers Learn More: skai.io
WORKING WITH MANAGING ACCESS TO
The omnichannel platform for performance media

Automate your reporting to save time and money

Business Proprietary & Confidential | 1
ºÖÒįÖÌ
S¡´¡®yÈâ įÅÈºá¡‹Ìį¡µÌ¡œ ÒÌį›ºÈįyµèįâ Ì¡ÒĊ
yÅÅĊį¡µ‹ÖÌÒÈèįyµ‹įýÈ¬Òĉ
We offer decision-makers the most reliable data,
delivering 360° visibility into the digital world.
Similarweb data and insights – from any website, in
any industry – enable companies to find untapped
opportunities to grow their business.
In a nutshell, we have:
Websites
ø ļ
Apps
ÿ;ļ
Countries
øĀ÷ļ
Industries
ùø÷
Keywords
ü ļ
Ecommerce
product SKUs
ùü÷;ļ
Our data encompasses:
úĀ÷÷ļ
Customers
øù
Global Offices
ø÷÷÷
Employees

We’re PPRO. We provide the infrastructure that makes it possible for
business and banks to deploy and evolve their digital payment services.
Meet the digital infrastructure
behind every payment disruptor
Search “PPRO”
Digital payment methods
Acquiring as a service
Risk management
Funds ﬂow management Digital payments infrastructure

any of their partners, affiliates, suppliers,
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
endorsed by or associated with such third
parties.
This report is subject to change without
notice. To ensure that you have the most up-
to-date version of this report, please visit our
reports website at https://datareportal.com/.
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 Kepios, We Are Social or
any of the featured brands, nor any of those
organisations’ partners, affiliates, suppliers,
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 Kepios, nor
We Are Social, nor any of the brands or
organisations featured or cited herein, nor
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”) on behalf of We Are Social
Ltd. (“We Are Social”) for informational
purposes only, and relies on data from a
wide variety of sources, including but not
limited to public and private companies,
market research firms, government agencies,
NGOs, and private individuals.
While Kepios and We Are Social strive to
ensure that all data and charts contained in
this report are, as at the time of publishing,
accurate and up-to-date, neither Kepios,
nor We Are Social, nor any of those
organisations’ partners, suppliers, affiliates,
employees, or agents shall be responsible
for any errors or omissions contained in this
report, or for the results obtained from its
use.
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
DISCLAIMER AND IMPORTANT NOTES

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

Digital 2023 Global Overview Report (Summary Version) (January 2023) v02

More Related Content

What's hot

Similar to Digital 2023 Global Overview Report (Summary Version) (January 2023) v02

More from DataReportal

Recently uploaded

In this document

Digital 2023 Global Overview Report (Summary Version) (January 2023) v02