DIGITAL 2019
ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET,
SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019
O R D E M E P R O G
R E SS O
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GLOBAL OVERVIEW REPORT
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THAN 200 PAGES OF ESSENTIAL CHARTS
AND INSIGHTS FROM AROUND THE WORLD
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GLOBAL DIGITAL YEARBOOK
, WITH
ESSENTIAL HEADLINE DIGITAL DATA
FOR EVERY COUNTRY IN THE WORLD
ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019
DIGITAL 2019
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
DIGITAL 2019
CLICK THE LINKS BELOW TO ACCESS OUR IN-DEPTH LOCAL REPORTS
GLOBAL OVERVIEW
BOTSWANA
DJIBOUTI
GUINEA
LESOTHO
NEPAL
ST. KITTS & NEVIS
TAJIKISTAN
DIGITAL YEARBOOK
BRAZIL
DOMINICA
GUINEA-BISSAU
LIBERIA
NETHERLANDS
ST. LUCIA
TANZANIA
ABKHAZIA
BRITISH VIRGIN IS.
DOMINICAN REP.
GUYANA
LIBYA
NEW CALEDONIA
ST. MARTIN
THAILAND
AFGHANISTAN
BRUNEI
ECUADOR
HAITI
LIECHTENSTEIN
NEW ZEALAND
ST. PIERRE & MIQUELON
TIMOR-LESTE
ÅLAND IS.
BULGARIA
EGYPT
HONDURAS
LITHUANIA
NICARAGUA
ST. VINCENT & THE GRENADINES
TOGO
ALBANIA
BURKINA FASO
EL SALVADOR
HONG KONG
LUXEMBOURG
NIGER
SAMOA
TOKELAU
ALGERIA
BURUNDI
EQUATORIAL GUINEA
HUNGARY
MACAU
NIGERIA
SAN MARINO
TONGA
AMERICAN SAMOA
CABO VERDE
ERITREA
ICELAND
TFYR MACEDONIA
NIUE
SÃO TOMÉ & PRÍNCIPE
TRANSNISTRIA
ANDORRA
CAMBODIA
ESTONIA
INDIA
MADAGASCAR
NORFOLK IS.
SAUDI ARABIA
TRINIDAD & TOBAGO
ANGOLA
CAMEROON
ESWATINI
INDONESIA
MALAWI
NORTHERN MARIANA IS.
SENEGAL
TUNISIA
ANGUILLA
CANADA
ETHIOPIA
IRAN
MALAYSIA
NORWAY
SERBIA
TURKEY
ANTIGUA & BARBUDA
CAYMAN IS.
FALKLAND IS.
IRAQ
MALDIVES
OMAN
SEYCHELLES
TURKMENISTAN
ARGENTINA
CENTRAL AFRICAN REP.
FAROE IS.
IRELAND
MALI
PAKISTAN
SIERRA LEONE
TURKS & CAICOS IS.
ARMENIA
CHAD
FIJI
ISLE OF MAN
MALTA
PALAU
SINGAPORE
TUVALU
ARUBA
CHILE
FINLAND
ISRAEL
MARSHALL IS.
PALESTINE
ST. MAARTEN
UGANDA
AUSTRALIA
CHINA
FRANCE
ITALY
MARTINIQUE
PANAMA
SLOVAKIA
UKRAINE
AUSTRIA
CHRISTMAS IS.
FRENCH GUIANA
JAMAICA
MAURITANIA
PAPUA NEW GUINEA
SLOVENIA
U.A.E.
AZERBAIJAN
COCOS (KEELING) IS.
FRENCH POLYNESIA
JAPAN
MAURITIUS
PARAGUAY
SOLOMON IS.
U.K.
BAHAMAS
COLOMBIA
GABON
JERSEY
MAYOTTE
PERU
SOMALIA
U.S.A.
BAHRAIN
COMOROS
GAMBIA
JORDAN
MEXICO
PHILIPPINES
SOUTH AFRICA
U.S. VIRGIN IS.
BANGLADESH
DEM. REP. OF CONGO
GEORGIA
KAZAKHSTAN
MICRONESIA
PITCAIRN IS.
SOUTH SUDAN
URUGUAY
BARBADOS
REP. OF CONGO
GERMANY
KENYA
MOLDOVA
POLAND
SPAIN
UZBEKISTAN
BELARUS
COOK IS.
GHANA
KIRIBATI
MONACO
PORTUGAL
SRI LANKA
VANUATU
BELGIUM
COSTA RICA
GIBRALTAR
NORTH KOREA
MONGOLIA
PUERTO RICO
SUDAN
VATICAN
BELIZE
CÔTE D’IVOIRE
GREECE
SOUTH KOREA
MONTENEGRO
QATAR
SURINAME
VENEZUELA
BENIN
CROATIA
GREENLAND
KOSOVO
MONTSERRAT
RÉUNION
SVALBARD & JAN MAYEN
VIETNAM
BERMUDA
CUBA
GRENADA
KUWAIT
MOROCCO
ROMANIA
SWAZILAND
WALLIS & FUTUNA
BHUTAN
CURAÇAO
GUADELOUPE
KYRGYZSTAN
MOZAMBIQUE
RUSSIAN FEDERATION
SWEDEN
WESTERN SAHARA
BOLIVIA
CYPRUS
GUAM
LAOS
MYANMAR
RWANDA
SWITZERLAND
YEMEN
BONAIRE, ST. EUSTATIUS & SABA
CZECH REP.
GUATEMALA
LATVIA
NAMIBIA
ST. BARTHÉLEMY
SYRIA
ZAMBIA
BOSNIA & HERZEGOVINA
DENMARK
GUERNSEY
LEBANON
NAURU
ST. HELENA
TAIWAN
ZIMBABWE
5
6
2019
JAN
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).
DIGITAL AROUND THE WORLD IN 2019
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE
7.676 5.112 4.388 3.484 3.256
56%
67%
57%
45%
42%
BILLION
BILLION
BILLION
BILLION
BILLION
TOTAL
POPULATION
MOBILE USERS
UNIQUE
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE SOCIAL
MEDIA USERS
7
2019
JAN
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).
ANNUAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
+1.1% +2.0% +9.1% +9.0% +10%
+84 MILLION
+100 MILLION +367 MILLION +288 MILLION +297 MILLION
JAN 2018 – JAN 2019
JAN 2018 – JAN 2019
JAN 2018 – JAN 2019
JAN 2018 – JAN 2019
JAN 2018 – JAN 2019
TOTAL
8
2019
JAN
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
OCEANIA
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
SOUTH-EASTERN
ASIA
INTERNET PENETRATION BY REGION
INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE)
69%
63%
60%
42%
32%
51%
12%
66%
50%
80%
88%
95%
50%
41%
94%
51%
73%
63%
95%
9
2019
JAN
SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
OCEANIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
SOUTH-EASTERN
ASIA
SOUTHERN
AFRICA
SOCIAL MEDIA PENETRATION BY REGION
BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION
8%
38%
24%
57%
61%
70%
54%
16%
48%
7%
12%
40%
58%
53%
67%
66%
46%
62%
70%
10
2019
JAN
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA.
LINKEDIN FIGURE IS BASED ON MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017).
2,271
1,900
1,500
1,300
1,083
1,000
803
531
500
446
326
330
320
303
300
300
287
260
250
194
YOUTUBE
FB MESSENGER
WEIXIN / WECHAT
QZONE
DOUYIN / TIKTOK
SINA WEIBO
DOUBAN
**
BAIDU TIEBA
*
SKYPE
*
SNAPCHAT
**
VIBER
*
LINE
SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS
BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS
SOCIAL NETWORK
MESSENGER / VOIP
11
2019
JAN
SOURCE: BASED ON SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018).
NOTE: FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
WHATSAPP (133)
FACEBOOK MESSENGER (75)
VIBER (10)
IMO (3)
WECHAT (3)
LINE (3)
TELEGRAM (3)
HANGOUTS (1)
GOOGLE MESSAGES (1)
KAKAOTALK (1)
UNKNOWN (11)
ZALO (1)
TOP SOCIAL MESSENGERS AROUND THE WORLD
12
2019
JAN
SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
3%
11%
13%
7%
5%
3%
2%
4%
16%
19%
9%
5%
3%
2%
SOCIAL MEDIA AUDIENCE PROFILE
BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
YEARS OLD
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+
FEMALE
MALE
13
2019
JAN
SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: MOBILE SUBSCRIPTIONS DO NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
OCEANIA
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
SOUTH-EASTERN
ASIA
MOBILE CONNECTIVITY BY REGION
THE NUMBER OF MOBILE SUBSCRIPTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS)
108%
129%
111%
103%
91%
162%
62%
101%
53%
86%
102%
132%
154%
120%
116%
109%
73%
96%
105%
14
O R D E M E P R O G
R E SS O
15
2019
JAN
O R D E M E P R OG R ES SO
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
BRAZIL
211.6
215.2
149.1
140.0
130.0
MILLION
MILLION
MILLION
MILLION
MILLION
87%
102%
70%
66%
61%
TOTAL
POPULATION
SUBSCRIPTIONS
MOBILE
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE SOCIAL
MEDIA USERS
16
2019
JAN
O R D E M E P R OG R ES SO
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).
ANNUAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
+0.7%
-2.9%
+7.2%
+7.7%
+8.3%
+2 MILLION
-6 MILLION
+10 MILLION
+10 MILLION
+10 MILLION
TOTAL
POPULATION
SUBSCRIPTIONS
MOBILE
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE SOCIAL
MEDIA USERS
17
2019
JAN
O R D E M E P R OG R ES SO
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2019). *NOTE:
‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
OVERVIEW: POPULATION & ECONOMY
ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS
87%
$15,484
92%
92%
92%
211.6
50.9%
49.1%
+0.7%
33.5
MILLION
TOTAL
POPULATION
POPULATION
FEMALE
POPULATION
MALE
IN POPULATION SIZE
ANNUAL CHANGE
MEDIAN
AGE
URBAN
18
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). *NOTE: PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE DETAILS OF HOW GOOGLE DEFINES
'ADULT POPULATION'. ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS.
DEVICE USAGE
PERCENTAGE OF THE ADULT POPULATION
*
THAT USES EACH KIND OF DEVICE [SURVEY-BASED]
95%
7%
2%
2%
89%
67%
38%
15%
MOBILE PHONE
(ANY TYPE)
PHONE
SMART
LAPTOP OR DESKTOP
COMPUTER
DEVICE
TABLET
TELEVISION
19
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. TIMES ARE DAILY AVERAGES, REPORTED IN HOURS AND MINUTES. NOTE: SOME ACTIVITIES MAY TAKE PLACE CONCURRENTLY.
TIME SPENT WITH MEDIA
AVERAGE DAILY TIME SPENT CONSUMING AND INTERACTING WITH MEDIA [SURVEY BASED]
9H 29M
3H 34M
3H 26M
1H 19M
AVERAGE DAILY TIME
SPENT USING THE
INTERNET VIA ANY DEVICE
AVERAGE DAILY TIME
SPENT USING SOCIAL
MEDIA VIA ANY DEVICE
AVERAGE DAILY TV VIEWING TIME
(BROADCAST, STREAMING
AND VIDEO ON DEMAND)
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
global
web
20
21
2019
JAN
O R D E M E P R OG R ES SO
SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. MOBILE SHARE DATA: GLOBALWEBINDEX (Q2 & Q3 2018); AND EXTRAPOLATIONS OF DATA PUBLISHED BY THE WORLD’S LARGEST SOCIAL MEDIA PLATFORMS VIA EARNINGS RELEASES AND SELF-SERVE ADVERTISING TOOLS. GLOBALWEBINDEX FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
INTERNET USE: DEVICE PERSPECTIVE
BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
149.1
70%
139.4
66%
MILLION
MILLION
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE
OF TOTAL POPULATION
global
web
22
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK (ALL LATEST DATA AVAILABLE IN JANUARY 2019).
INTERNET USERS: DIFFERENT PERSPECTIVES
DIFFERENT PERSPECTIVES ON THE NUMBER OF INTERNET USERS, FROM SOME OF THE WORLD’S MOST COMPREHENSIVE STUDIES
149.1
128.8
128.8
122.8
MILLION
MILLION
MILLION
MILLION
INTERNET
23
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS.
FREQUENCY OF INTERNET USE
HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1
7
31
365
85%
9%
5%
1%
EVERY
24
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017).
INTERNET CONNECTION SPEEDS
AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON
MBPS
MBPS
21.16
+29%
29.99
+68%
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNET CONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS
25
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: SIMILARWEB (JANUARY 2019). FIGURES BASED ON MONTHLY AVERAGES FOR Q4 2018. NOTES: ‘MONTHLY TRAFFIC’ DOES NOT REPRESENT UNIQUE VISITORS. ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
SIMILARWEB’S TOP WEBSITES
RANKING OF WEBSITES BY AVERAGE MONTHLY TRAFFIC
01
GOOGLE.COM.BR
SEARCH
2,374,200,000
09M 29S
7.3
02
GOOGLE.COM
SEARCH
2,096,400,000
09M 06S
8.6
03
YOUTUBE.COM
TV & VIDEO
1,426,000,000
22M 28S
9.3
04
FACEBOOK.COM
SOCIAL
1,394,000,000
12M 29S
11.1
05
GLOBO.COM
NEWS
633,200,000
08M 22S
4.0
06
UOL.COM.BR
NEWS
493,600,000
10M 27S
5.8
07
WHATSAPP.COM
COMMUNICATION
328,100,000
02M 55S
2.0
08
MERCADOLIVRE.COM.BR
SHOPPING
296,400,000
06M 58S
8.8
09
LIVE.COM
282,200,000
08M 04S
9.8
10
XVIDEOS.COM
ADULT
254,900,000
11M 57S
10.0
26
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: ALEXA (JANUARY 2019). NOTES: ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE FOR DAYS
WHEN THEY VISIT THE SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
ALEXA’S TOP WEBSITES
RANKING OF WEBSITES BY THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS
11
BLOGSPOT.COM
03M 07S
2.43
12
WIKIPEDIA.ORG
04M 15S
3.15
13
INSTAGRAM.COM
05M 47S
3.86
14
WHATSAPP.COM
02M 30S
1.27
15
TWITTER.COM
06M 23S
3.21
16
XVIDEOS.COM
14M 42S
10.70
17
OLX.COM.BR
13M 59S
9.42
18
METROPOLES.COM
03M 38S
3.28
19
AMERICANAS.COM.BR
05M 04S
3.95
20
CAIXA.GOV.BR
06M 30S
4.20
01
GOOGLE.COM
07M 42S
9.54
02
YOUTUBE.COM
08M 47S
5.02
03
GOOGLE.COM.BR
07M 06S
8.43
04
FACEBOOK.COM
09M 43S
4.03
05
MERCADOLIVRE.COM.BR
10M 03S
9.20
06
GLOBO.COM
08M 17S
3.38
07
LIVE.COM
03M 53S
3.76
08
UOL.COM.BR
08M 48S
3.38
09
NETFLIX.COM
02M 04S
1.79
10
YAHOO.COM
04M 01S
3.60
27
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE INDEX VALUES FOR EACH QUERY IN DECEMBER 2018 TO DECEMBER 2017.
TOP GOOGLE SEARCH QUERIES IN 2018
BASED ON SEARCHES THROUGHOUT 2018
11
FACEBOOK ENTRAR
26
12
VIVO
25
13
FRASES
24
14
22
15
OLX
22
16
UOL
20
17
MERCADO LIVRE
19
18
CAIXA
19
19
JOGOS
18
20
GMAIL
16
01
100
02
TEMPO
56
03
YOUTUBE
49
04
47
05
CLIMA
44
06
BRASIL
42
07
GLOBO
40
08
TRADUTOR
38
09
HOTMAIL
34
10
PREVISÃO DO TEMPO
33
28
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
CONTENT STREAMING ACTIVITIES
PERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED]
98%
73%
16%
19%
13%
WATCH VIDEOS
29
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
USE OF INTERNET TECHNOLOGIES
PERCENTAGE OF INTERNET USERS THAT USE EACH TOOL OR SERVICE EACH MONTH
34%
45%
45%
29%
VOICE SEARCH OR
VOICE COMMANDS
RIDE-HAILING
SERVICES
AD-BLOCKING
TOOLS
NETWORK (VPN)
VIRTUAL PRIVATE
global
web
30
31
2019
JAN
O R D E M E P R OG R ES SO
SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS.
SOCIAL MEDIA OVERVIEW
BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS
140.0
66%
130.0
61%
MILLION
MILLION
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL MEDIA
USERS AS A PERCENTAGE
OF TOTAL POPULATION
TOTAL NUMBER OF ACTIVE
SOCIAL USERS ACCESSING
VIA MOBILE DEVICES
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
32
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. FIGURES FOR ‘TIME SPENT’ ARE DAILY AVERAGES, IN HOURS AND MINUTES.*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
SOCIAL MEDIA BEHAVIOURS
HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED]
100%
81%
3H 34M
9.4
29%
VISITED OR USED A SOCIAL
NETWORK OR MESSAGING
SERVICE IN THE PAST MONTH
ACTIVELY ENGAGED WITH
OR CONTRIBUTED TO SOCIAL
MEDIA IN THE PAST MONTH
AVERAGE AMOUNT
OF TIME PER DAY SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF
SOCIAL MEDIA ACCOUNTS
PER INTERNET USER
*
PERCENTAGE OF INTERNET
USERS WHO USE SOCIAL
MEDIA FOR WORK PURPOSES
global
web
index
global
web
index
33
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
95%
90%
89%
71%
67%
43%
36%
35%
31%
23%
18%
16%
16%
15%
13%
12%
YOUTUBE
FB MESSENGER
SKYPE
SNAPCHAT
TUMBLR
BADOO
TWITCH
VIBER
MOST ACTIVE SOCIAL MEDIA PLATFORMS
PERCENTAGE OF INTERNET USERS WHO REPORT USING EACH PLATFORM [SURVEY BASED]
SOCIAL NETWORK
MESSENGER / VOIP
34
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS.
SOCIAL MEDIA ADVERTISING AUDIENCES
A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE
*
OF SELECTED SOCIAL MEDIA PLATFORMS
53%
47%
59%
41%
34%
66%
71%
26%
47% 53%
130.0 69.00
8.57
9.90
35.00
MILLION
MILLION
MILLION
MILLION
MILLION
TOTAL ADVERTISING
AUDIENCE ON FACEBOOK
(MONTHLY ACTIVE USERS)
TOTAL ADVERTISING
AUDIENCE ON INSTAGRAM
(MONTHLY ACTIVE USERS)
TOTAL ADVERTISING
AUDIENCE ON TWITTER
(MONTHLY ACTIVE USERS)
TOTAL ADVERTISING
AUDIENCE ON SNAPCHAT
(MONTHLY ACTIVE USERS)
TOTAL ADVERTISING
AUDIENCE ON LINKEDIN
(REGISTERED MEMBERS)
35
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS.
SOCIAL MEDIA AUDIENCES: QUARTERLY GROWTH
THE QUARTERLY CHANGE IN THE TOTAL ADDRESSABLE ADVERTISING AUDIENCES
*
OF SELECTED SOCIAL MEDIA PLATFORMS
0%
+6.2% +1.0% -20%
+2.9%
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON FACEBOOK
(MONTHLY ACTIVE USERS)
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON INSTAGRAM
(MONTHLY ACTIVE USERS)
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON TWITTER
(MONTHLY ACTIVE USERS)
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON SNAPCHAT
(MONTHLY ACTIVE USERS)
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON LINKEDIN
36
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
2.9%
13%
15%
11%
7%
4.0%
2.0%
2.6%
12%
14%
9%
5%
2.5%
1.3%
SOCIAL MEDIA AUDIENCE PROFILE
BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
YEARS OLD
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+
FEMALE
MALE
37
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. AS A RESULT, FIGURES ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS.
FACEBOOK AUDIENCE OVERVIEW
BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
130.0
75%
0%
53%
47%
MILLION
NUMBER OF PEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON FACEBOOK
PERCENTAGE OF ADULTS
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON FACEBOOK
QUARTER-ON-
QUARTER GROWTH
IN FACEBOOK
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE
*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE
*
38
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
FACEBOOK ACTIVITY FREQUENCY
THE NUMBER OF TIMES A ‘TYPICAL’ USER
*
PERFORMS EACH ACTIVITY ON FACEBOOK
2
1
20 13
14
5
3
1
14
9
1
17
9
2
11
NUMBER OF
FACEBOOK PAGES
LIKED (LIFETIME)
POSTS LIKED IN
THE PAST 30 DAYS
(ALL POST TYPES)
COMMENTS MADE IN
THE PAST 30 DAYS
(ALL POST TYPES)
FACEBOOK POSTS
SHARED IN THE PAST 30
DAYS (ALL POST TYPES)
FACEBOOK ADVERTS
CLICKED IN THE PAST 30
DAYS (ANY CLICK TYPE)
39
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE,
PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
FACEBOOK PAGE REACH BENCHMARKS
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
+0.15%
8.5%
5.9%
27%
28%
AVERAGE MONTHLY
40
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES‘) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT ACROSS ALL POST TYPES. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
FACEBOOK ENGAGEMENT BENCHMARKS
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH
4.22% 6.74% 4.82% 4.23%
2.17%
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES OF
POST, ALL TYPES OF PAGE
*
)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
(ALL TYPES OF PAGE
*
)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
(ALL TYPES OF PAGE
*
)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
(ALL TYPES OF PAGE
*
)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
(ALL TYPES OF PAGE
*
)
41
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
INSTAGRAM AUDIENCE OVERVIEW
BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
69.00
40%
+6.2%
59%
41%
MILLION
NUMBER OF PEOPLE THAT
INSTAGRAM REPORTS
CAN BE REACHED WITH
ADVERTS ON INSTAGRAM
PERCENTAGE OF ADULTS
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON INSTAGRAM
QUARTER-ON-
QUARTER GROWTH
IN INSTAGRAM
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE
*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE
*
42
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA.
TWITTER AUDIENCE OVERVIEW
BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
8.57
5.0%
+1.0%
34%
66%
MILLION
NUMBER OF PEOPLE THAT
TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
PERCENTAGE OF ADULTS
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON TWITTER
QUARTER-ON-
QUARTER GROWTH
IN TWITTER
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE
*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE
*
43
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: SNAPCHAT DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE.
SNAPCHAT AUDIENCE OVERVIEW
BASED ON SNAPCHAT’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
9.90
5.7%
-20%
71%
26%
MILLION
NUMBER OF PEOPLE THAT
SNAPCHAT REPORTS
CAN BE REACHED WITH
ADVERTS ON SNAPCHAT
PERCENTAGE OF ADULTS
AGED 13+ THAT CAN
BE REACHED WITH
ADVERTS ON SNAPCHAT
QUARTER-ON-
QUARTER GROWTH
IN SNAPCHAT
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS FEMALE
*
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS MALE
*
44
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA.
LINKEDIN AUDIENCE OVERVIEW
BASED ON LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
35.00
23%
+2.9%
47%
53%
MILLION
NUMBER OF PEOPLE THAT
LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN
PERCENTAGE OF ADULTS
AGED 18+ THAT CAN
BE REACHED WITH
ADVERTS ON LINKEDIN
QUARTER-ON-
QUARTER GROWTH
IN LINKEDIN
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE
*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE
*
45
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
TOP YOUTUBE SEARCH QUERIES IN 2018
BASED ON SEARCHES ON THE YOUTUBE PLATFORM THROUGHOUT 2018
11
MINECRAFT
20
12
PEPPA
17
13
MÚSICAS
16
14
FELIPE NETO
14
15
RAP
14
16
SERTANEJO
14
17
GTA
14
18
PEPPA PIG
13
19
GOSPEL
12
20
FREE FIRE
12
01
MC
100
02
MÚSICA
61
03
FILME
60
04
MUSICA
57
05
FUNK
45
06
MUSICAS
36
07
GALINHA PINTADINHA
33
08
AO VIVO
30
09
FILMES
27
10
DESENHO
25
46
47
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). ADVISORY: GSMA INTELLIGENCE HAVE REVISED SOME HISTORICAL FIGURES IN THE PAST YEAR, SO THE FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE TO THE DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
MOBILE CONNECTIONS BY TYPE
BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
215.2
102%
63%
37%
89%
MILLION
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
48
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GSMA INTELLIGENCE. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
MOBILE CONNECTIVITY INDEX
GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
64.76 61.94 48.63 77.59 75.25
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
DEVICES & SERVICES
AFFORDABILITY OF
CONSUMER
READINESS
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
49
2019
JAN
JAN
2019
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
MOBILE ACTIVITIES
PERCENTAGE OF INTERNET USERS PERFORMING EACH ACTIVITY ON A MOBILE PHONE EACH MONTH [SURVEY BASED]
91%
92%
65%
61%
77%
PERCENTAGE OF
INTERNET USERS USING
MOBILE MESSENGERS
PERCENTAGE OF
INTERNET USERS WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF
INTERNET USERS PLAYING
GAMES ON MOBILE
PERCENTAGE OF
INTERNET USERS USING
MOBILE BANKING
PERCENTAGE OF
INTERNET USERS USING
MOBILE MAP SERVICES
global
web
index
global
web
index
50
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: APP ANNIE (JANUARY 2019); KEPIOS ANALYSIS. CONSUMER SPEND FIGURES ARE IN U.S. DOLLARS. NOTE: FIGURES REPRESENT VALUES FOR THE LOCAL COUNTRY / TERRITORY ONLY.
MOBILE APPS: INSTALLS vs. USAGE
A CLOSER LOOK AT THE NUMBER OF APPS DOWNLOADED AND INSTALLED, COMPARED TO THE NUMBER OF APPS USED
7.292
$528.6
74
34
BILLION
MILLION
NUMBER OF MOBILE
APPS DOWNLOADED
DURING FULL YEAR 2018
TOTAL CONSUMER
SPENDING ON MOBILE APPS
DURING 2018 (U.S. DOLLARS)
AVERAGE NUMBER
OF APPS INSTALLED PER
SMARTPHONE DEVICE
AVERAGE NUMBER OF
MOBILE APPS USED PER
MONTH PER SMARTPHONE
51
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR ANDROID AND IPHONE DEVICES.
NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
MOBILE APP RANKINGS: ACTIVE USERS
RANKINGS OF TOP MOBILE APPS AND GAMES BY AVERAGE MONTHLY ACTIVE USERS THROUGHOUT 2018
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
01
WHATSAPP MESSENGER
02
03
FACEBOOK MESSENGER
04
05
UBER
UBER TECHNOLOGIES
06
NETFLIX
NETFLIX
07
SPOTIFY
SPOTIFY
08
WAZE
09
MERCADOLIBRE
MERCADOLIBRE
10
BANCO DO BRASIL
BANCO DO BRASIL
01
FREE FIRE
SEA
02
CANDY CRUSH SAGA
ACTIVISION BLIZZARD
03
HELIX JUMP
VOODOO
04
CARTOLA FC OFICIAL
GRUPO GLOBO
05
CLASH ROYALE
SUPERCELL
06
SUBWAY SURFERS
KILOO
07
FARM HEROES SAGA
ACTIVISION BLIZZARD
08
POKÉMON GO
NIANTIC
09
CANDY CRUSH SODA SAGA
ACTIVISION BLIZZARD
10
POU
ZAKEH
52
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR THE GOOGLE PLAY AND APPLE iOS APP STORES.
NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
MOBILE APP RANKINGS: DOWNLOADS
RANKINGS OF TOP MOBILE APPS AND GAMES BY THE NUMBER OF DOWNLOADS IN 2018
RANKING OF MOBILE APPS BY DOWNLOADS
RANKING OF MOBILE GAMES BY DOWNLOADS
01
FACEBOOK MESSENGER
02
WHATSAPP MESSENGER
03
04
05
UBER
UBER TECHNOLOGIES
06
NETFLIX
NETFLIX
07
VIGO VIDEO
TOUTIAO
08
MERCADOLIBRE
MERCADOLIBRE
09
SPOTIFY
SPOTIFY
10
99TAXIS
XIAOJU
01
FREE FIRE
SEA
02
HELIX JUMP
VOODOO
03
SUBWAY SURFERS
KILOO
04
PUBG MOBILE
TENCENT
05
POU
ZAKEH
06
RISE UP
SERKAN OZYILMAZ
07
LOVE BALLS
SUPERTAPX
08
SLITHER.IO
LOWTECH STUDIOS
09
SNIPER 3D ASSASSIN
TFG CO
10
KICK THE BUDDY
PLAYGENDARY
53
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR THE GOOGLE PLAY AND APPLE iOS APP STORES.
NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.
MOBILE APP RANKINGS: REVENUE
RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL REVENUE GENERATED IN 2018
RANKING OF MOBILE APPS BY REVENUE
RANKING OF MOBILE GAMES BY REVENUE
01
NETFLIX
NETFLIX
02
TINDER
INTERACTIVECORP (IAC)
03
PLAYKIDS
NASPERS
04
GLOBO PLAY
GRUPO GLOBO
05
DEEZER
DEEZER
06
GOOGLE DRIVE
07
HAPPN
HAPPN
08
WHITEBOOK
PEBMED
09
MICROSOFT
10
SING! BY SMULE
SMULE
01
FREE FIRE
SEA
02
CLASH ROYALE
SUPERCELL
03
CANDY CRUSH SAGA
ACTIVISION BLIZZARD
04
POKÉMON GO
NIANTIC
05
LORDS MOBILE
IGG
06
CLASH OF CLANS
SUPERCELL
07
CANDY CRUSH SODA SAGA
ACTIVISION BLIZZARD
08
PRAIA BINGO
PIPA
09
CLASH OF KINGS
ELEX TECHNOLOGY
10
MARVEL CONTEST OF CHAMPIONS
NETMARBLE
54
55
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST AVAILABLE DATA, ACCESSED JANUARY 2019).
NOTE: FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTAL POPULATION.
FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
22%
33%
15%
21%
70%
27%
4.8%
18%
HAS AN ACCOUNT WITH
A FINANCIAL INSTITUTION
CREDIT CARD
HAS A
MONEY ACCOUNT
HAS A MOBILE
AND / OR PAYS BILLS ONLINE
MAKES ONLINE PURCHASES
PERCENTAGE OF WOMEN
56
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
E-COMMERCE ACTIVITIES
PERCENTAGE OF INTERNET USERS WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH [SURVEY BASED]
89%
90%
68%
50%
45%
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED AN ONLINE
RETAIL STORE ON THE
WEB (ANY DEVICE)
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
global
web
index
global
web
index
57
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
E-COMMERCE SPEND BY CATEGORY
THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN U.S. DOLLARS
$2.686
$19.14
$194.0
$686.0
BILLION
BILLION
MILLION
MILLION
$5.016
$3.883
$1.223
$1.881
BILLION
BILLION
BILLION
BILLION
FASHION
& BEAUTY
PHYSICAL MEDIA
ELECTRONICS &
PERSONAL CARE
FOOD &
FURNITURE &
APPLIANCES
TOYS, DIY
58
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES
+14%
+17%
+9.6%
+9.2%
+13%
+8.1%
+15%
+12%
FASHION
& BEAUTY
PHYSICAL MEDIA
ELECTRONICS &
PERSONAL CARE
FOOD &
FURNITURE &
APPLIANCES
TOYS, DIY
59
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
E-COMMERCE DETAIL: CONSUMER GOODS
OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN U.S. DOLLARS
119.1
56%
$14.69
$123
MILLION
BILLION
+2.6%
+12%
+9.2%
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
60
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: WORLDPAY GLOBAL PAYMENTS REPORT (NOVEMBER 2018); KEPIOS ANALYSIS. *NOTE: THE PER-CAPITA E-COMMERCE SPEND FIGURE QUOTED ON THIS CHART IS TAKEN FROM A DIFFERENT SOURCE COMPARED TO THE E-COMMERCE ARPU FIGURES QUOTED ELSEWHERE IN THIS REPORT, SO FIGURES MAY NOT MATCH. RETAIL SPEND FIGURES ARE BASED ON COMBINED E-COMMERCE AND POINT-OF-SALE SPEND, AS REPORTED BY WORLDPAY.
E-COMMERCE SPEND IN CONTEXT
COMPARING E-COMMERCE SPEND TO POINT-OF-SALE (P.O.S.) SPEND, WITH E-WALLET DETAIL
$116
$3,746
3.0%
13%
3.0%
E-COMMERCE SPEND PER
61
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
TOP GOOGLE SHOPPING QUERIES
BASED ON SEARCHES THROUGHOUT 2018
11
GELADEIRA
32
12
BICICLETA
28
13
GUARDA ROUPA
27
14
TENIS FEMININO
25
15
FOGÃO
24
16
SOFA
22
17
J7
21
18
LOJAS AMERICANAS
20
19
PS4
19
20
SMART TV
19
01
MERCADO LIVRE
100
02
SAMSUNG
65
03
CELULAR
63
04
NIKE
60
05
IPHONE
57
06
AMERICANAS
48
07
CASAS BAHIA
43
08
ADIDAS
42
09
NOTEBOOK
34
10
MAGAZINE LUIZA
33
62
2019
JAN
O R D E M E P R OG R ES SO
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
