Digital 2022 October Global Statshot Report (Oct 2022) v02

THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
DIGITAL 2022
OCTOBER GLOBAL STATSHOT REPORT

!
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 published previous reports in the Global Digital Reports series. From time to time, we may also
change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our
data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published
in this report may not correlate with findings published in our previous reports, especially where such findings represent change over
time (e.g. annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend
using the values published in this report, rather than trying to recalculate such values using data from previous reports. 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 sources or calculations have changed since previous reports, and beware of making any
comparisons with historical data. 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 featured in previous
reports in this series. However, these changes do not necessarily represent any change in the active use of these platforms, and should not be
interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may
not represent unique individuals. This is because some people may manage multiple social media accounts, and because some social media
accounts may represent ‘non-human’ entities (e.g. businesses, animals, bands, etc.). As a result, the figures we publish for social media users may
exceed the figures we publish for total population or for internet users. This may seem counter-intuitive, but such differences do not represent
mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
IMPORTANT NOTES ON COMPARING DATA

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

ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
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ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
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8
7.99 5.48 5.07 4.74
BILLION BILLION BILLION BILLION
57.1% 68.6% 63.5% 59.3%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED
ITS POPULATION DATA SINCE OUR PREVIOUS REPORT, WHICH MAY AFFECT ALL VALUES THAT COMPARE DIGITAL ACTIVITY TO POPULATION, AND MAY RESULT IN APPARENT DECREASES IN DIGITAL ADOPTION.
HOWEVER, WE ADVISE CAUTION WHEN INTERPRETING ANY CHANGES IN THESE COMPARATIVE FIGURES, BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA.
GLOBAL OVERVIEW
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
OCT
2022

9
+0.8% +3.2% +3.5% +4.2%
+66 MILLION +170 MILLION +171 MILLION +190 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; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT
ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
OCT
2022

10
20.3% 28.7% 15.9% 15.2% 5.4%
-0.5% (-10 BPS) +10.0% (+260 BPS) +5.3% (+80 BPS) +12.6% (+170 BPS) +14.9% (+70 BPS)
96.1% 95.8% 7.7% 59.0% 34.0%
+0.3% (+30 BPS) +0.4% (+40 BPS) -8.3% (-70 BPS) -8.5% (-550 BPS) -2.0% (-70 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 (Q2 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
NOTE: 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 OWN EACH KIND OF DEVICE
DEVICE OWNERSHIP
OCT
2022

11
1H 37M 1H 01M 1H 01M 1H 13M
+2.1% (+2 MINS) [UNCHANGED] +7.0% (+4 MINS) [UNCHANGED]
6H 37M 3H 25M 2H 28M 2H 09M
-4.8% (-20 MINS) +2.0% (+4 MINS) +0.7% (+1 MIN) +3.2% (+4 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 (Q2 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
OCT
2022

_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_
DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022
WE ARE SOCIAL’S PERSPECTIVE
TRACKING CULTURE AT THE SPEED OF SOCIAL
THE FEED IS WE ARE SOCIAL’S DAILY DIGITAL CULTURAL TRACKER. IN THE LAST QUARTER, WE’VE SEEN…
As we move from the social to the interest
graph - the gatekeepers of online creativity
are expanding. To create cut through,
they’re having to go to the extreme.
Creators are dabbling in performative
chaos through frenetic content edits or
exaggerated delivery. This is playing out
through Nimcel’s - or “Niche Micro
Celebrity Influencers”, like Remi Bader who
use chaos to convey strongly held
emotions or beliefs.
Brands may find themselves needing to
keep up with this chaotic content. This can
prove a challenge but some are tapping
into the weird and wonderful in an
innovative way. Balenciaga’s recent and
playful and surreal content proved popular,
attracting millions of views.
If you’re a brand willing to try something
different and not take yourself too
seriously, chaotic content could be a route
for success.
CHAOTIC CONTENT
As an anecdote to online and IRL chaos,
we’re seeing users lean into normality. Gen
Z’s have lived through periods of intense
societal instability - from the Global
Financial Crisis of 2007/8 to the recent
pandemic - leading to a yearning for the
steady normalness of the past.
The mundane is being transformed into
the aspirational, as seen through the rise
of the #5-9er, who walk us through their
post-work routines on socials. Everyday
activities, like saving money, have been
glamourised and aestheticised, with
TikTok users ‘cash-stuffing’, where they
withdraw money from banks to save in
envelopes or glass bottles, in an effort to
performatively hark back to a simpler time.
Many brands often forget their consumers
are the Average Joe’s and Jane’s of the
world and their lives are mostly filled with
the mundane or run of the mill.
Transforming the banal or everyday into a
form of light entertainment will resonate
with younger generations.
COSPLAYING NORMALCY
The climate crisis is playing out in real time, with
extreme weather events and collapsing
eco-systems becoming a norm in the news cycle.
The public (Gen Z especially) are heavily invested
and vocal in wanting to help tackle this
ever-growing crisis, joining protest groups,
educating the wider public and calling out those
who engage in harmful practices in attempts to
draw attention to the cause.
The recent @CelebrityJet controversy, which
tracked celebrities’ usage of private jets, sparked
fury online, highlighting the environmental
damage caused by people’s celebrity ‘faves’. On
Italian TikTok, users were using clickbait tactics to
boost attention to important environmental
concerns, showcasing a desire to be heard at all
costs. Similarly, in the UK, creators like Venetia La
Manna were educating whilst entertaining by
calling out the impacts of fast fashion through
recipe video content.
Consumers want to see powerful entities, be it
celebs or brands, pull their proportionate weight
when it comes to tackling the climate crisis.
Brands who green-wash will be called out and
trust will be eroded with the consumer.
CLIMATE CALL-OUTS
Follow us on Instagram @thefeed.global
PARTNER CONTENT

We have
Reels now.
LEARN MORE
It’s the reel world
Sh*t’s getting reel
Keepin’ it reel
For reel this time
Reel the love
Serving you reelness
Can't beat the reel thing
It’s reel-y here
Instagram’s fastest growing feature is here to stay—and
we’re here to make it easy. Schedule, publish, analyze,
and moderate Reels straight from Hootsuite—so you can
maximize your Instagram while minimizing your workload.
PARTNER CONTENT

15
57.1% 61.3 86.7% 83.3% 90.1%
8.00 49.7% 50.3% +0.84% 30.3
BILLION +66 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.
GLOBAL OVERVIEW
AN OVERVIEW OF THE GLOBAL POPULATION ON 15 NOVEMBER 2022
THE GLOBAL POPULATION AT 8 BILLION
NOV
2022

16
5.9
6.3
6.8
7.2
7.6 8.0
8.4 8.7 9.0
+6.9% +6.5% +6.5% +6.1% +4.9% +4.5% +4.1% +3.7%
NOV NOV NOV NOV NOV NOV NOV NOV NOV
1997 2002 2007 2012 2017 2022 2027 2032 2037
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES.
GLOBAL OVERVIEW
GLOBAL POPULATION OVER TIME
THE GLOBAL POPULATION BY YEAR (IN BILLIONS), WITH YEAR-ON-YEAR CHANGE
OCT
2022
WORLD’S POPULATION TO
REACH 8 BILLION PEOPLE
ON 15 NOVEMBER 2022
DATAREPORTAL

17
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%
3.6%
1.9%
3.7%
6.0%
0.9%
2.5%
5.5%
0.6%
5.4%
3.3%
2.4%
1.3%
2.2%
4.7%
SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
GLOBAL OVERVIEW
THE NUMBER OF PEOPLE LIVING IN EACH REGION (IN MILLIONS)
POPULATION BY GEOGRAPHIC REGION
OCT
2022

18
11 ETHIOPIA 124,156,150
12 JAPAN 123,788,275
13 PHILIPPINES 116,004,493
14 EGYPT 111,417,927
15 DEM. REP. OF THE CONGO 99,805,197
16 VIETNAM 98,358,992
17 IRAN 88,697,412
18 TURKEY 85,465,954
19 GERMANY 83,341,365
20 THAILAND 71,725,413
01 CHINA 1,425,868,312
02 INDIA 1,419,597,776
03 UNITED STATES OF AMERICA 338,684,815
04 INDONESIA 275,943,509
05 PAKISTAN 236,972,694
06 NIGERIA 219,843,721
07 BRAZIL 215,557,721
08 BANGLADESH 171,630,186
09 RUSSIAN FEDERATION 144,703,713
10 MEXICO 127,743,896
# COUNTRY POPULATION
# COUNTRY POPULATION
SOURCE: EXTRAPOLATED FROM UNITED NATIONS WORLD POPULATION PROSPECTS DATA.
GLOBAL OVERVIEW
THE WORLD’S TOP 20 COUNTRIES, RANKED BY THE SIZE OF THEIR TOTAL POPULATION ON 01 OCTOBER 2022
COUNTRIES WITH THE LARGEST POPULATIONS
OCT
2022

19
664.5
685.9
667.9
630.3
605.0 593.5 606.6
569.3
512.6
475.9
458.4
410.9
326.3
282.8
210.7
133.8
87.3
46.6
18.4
4.5 0.6
AGE
0–4
AGE
5–9
AGE
10–14
AGE
15–19
AGE
20–24
AGE
25–29
AGE
30–34
AGE
35–39
AGE
40–44
AGE
45–49
AGE
50–54
AGE
55–59
AGE
60–64
AGE
65–69
AGE
70–74
AGE
75–79
AGE
80–84
AGE
85–89
AGE
90–94
AGE
95–99
AGE
100+
SOURCE: UNITED NATIONS.
GLOBAL OVERVIEW
THE NUMBER OF PEOPLE IN EACH AGE GROUP (IN MILLIONS)
AGE DISTRIBUTION OF THE GLOBAL POPULATION
OCT
2022
DATAREPORTAL

21
5.07 63.5% +3.5% 6H 37M 92.1%
BILLION +171 MILLION
TOTAL
INTERNET
USERS
INTERNET USERS AS
A PERCENTAGE OF
TOTAL POPULATION
YEAR-ON-YEAR CHANGE
IN THE NUMBER OF
INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET BY
EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE PHONES
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA
FROM GWI (Q2 2022), BASED ON A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING,
FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE
OVERVIEW OF INTERNET USE
OCT
2022

22
4,670 4,758 4,805 4,853 4,901 4,950 5,001 5,031 5,072
+1.9% +1.0% +1.0% +1.0% +1.0% +1.0% +0.6% +0.8%
OCT JAN APR JUL OCT JAN APR JUL OCT
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN
RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE
CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
NUMBER OF INTERNET USERS (IN MILLIONS) AND QUARTER-ON-QUARTER CHANGE
INTERNET USERS OVER TIME
OCT
2022

23
5.30 5.03 5.47 5.46
BILLION BILLION BILLION BILLION
66.3% 63.0% 68.5% 68.3%
vs. POPULATION vs. POPULATION vs. POPULATION vs. POPULATION
INTERNET USERS:
ITU
INTERNET USERS:
CIA WORLD FACTBOOK
INTERNET USERS:
INTERNETWORLDSTATS
INTERNET USERS:
INTERNETLIVESTATS
SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), WE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH
COUNTRY TO OUR LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, WE COMPARE THESE ABSOLUTE USER FIGURES TO OUR LATEST
FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE
SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE.
GLOBAL OVERVIEW
INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES
INTERNET USER PERSPECTIVES
OCT
2022

24
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
63.5%
72.4%
73.9%
75.2%
45.5%
69.8%
67.6%
24.9%
24.5%
43.3%
65.4%
87.5%
88.2%
97.5%
93.7%
78.2%
67.6%
71.8%
92.5%
74.6%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED ITS POPULATION DATA SINCE OUR PREVIOUS REPORT. THESE CHANGES MAY AFFECT ALL VALUES THAT COMPARE
DIGITAL ACTIVITY TO POPULATION, AND MAY RESULT IN APPARENT DECREASES IN DIGITAL ADOPTION. HOWEVER, WE ADVISE CAUTION WHEN INTERPRETING ANY CHANGES IN THESE COMPARATIVE FIGURES,
BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
OCT
2022

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
0.6%
9.9%
24.7%
18.0%
1.1%
0.9%
2.3%
1.0%
3.7%
3.4%
5.0%
2.6%
2.1%
3.6%
6.7%
0.6%
2.5%
6.9%
4.3%
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO
ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS
SHARE OF GLOBAL INTERNET USERS
OCT
2022

26
99.0%
99.0%
99.0%
99.0%
98.0%
98.0%
98.0%
97.0%
97.0%
96.8%
96.0%
94.0%
94.0%
94.0%
94.0%
93.6%
93.2%
93.0%
93.0%
92.0%
92.0%
91.6%
91.0%
91.0%
90.4%
89.0%
88.1%
88.0%
87.1%
87.0%
86.5%
85.3%
84.4%
82.6%
82.0%
81.3%
77.0%
77.0%
75.5%
73.7%
71.9%
70.5%
70.5%
68.6%
68.0%
63.5%
51.0%
47.0%
42.0%
IRELAND
U.A.E.
DENMARK
SAUDI
ARABIA
SOUTH
KOREA
SWITZERLAND
U.K.
SWEDEN
CANADA
MALAYSIA
NETHERLANDS
BELGIUM
JAPAN
SPAIN
NEW
ZEALAND
HONG
KONG
GERMANY
AUSTRIA
FRANCE
SINGAPORE
U.S.A.
ISRAEL
AUSTRALIA
TAIWAN
CZECHIA
RUSSIA
MOROCCO
ROMANIA
ARGENTINA
POLAND
ITALY
THAILAND
PORTUGAL
GREECE
TURKEY
BRAZIL
INDONESIA
VIETNAM
MEXICO
CHINA
EGYPT
COLOMBIA
SOUTH
AFRICA
GHANA
PHILIPPINES
WORLDWIDE
NIGERIA
INDIA
KENYA
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: VALUES HAVE BEEN CAPPED
AT 99% OF THE TOTAL POPULATION. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED ITS POPULATION DATA SINCE OUR PREVIOUS REPORT. THESE CHANGES MAY AFFECT ALL VALUES
THAT COMPARE DIGITAL ACTIVITY TO POPULATION, AND MAY RESULT IN APPARENT DECREASES IN DIGITAL ADOPTION. HOWEVER, WE ADVISE CAUTION WHEN INTERPRETING ANY CHANGES IN THESE
COMPARATIVE FIGURES, BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA.
GLOBAL OVERVIEW
INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION
INTERNET ADOPTION
OCT
2022

27
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
2,919.4
12.5
177.8
412.5
1,097.0
23.4
22.3
357.3
149.1
245.0
90.2
36.1
18.0
2.6
12.4
95.4
14.4
50.5
28.3
74.7
SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED
NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED ITS POPULATION DATA SINCE OUR PREVIOUS REPORT. THESE CHANGES MAY AFFECT ALL VALUES THAT COMPARE
DIGITAL ACTIVITY TO POPULATION – INCLUDING THE VALUES SHOWN ON THIS CHART – AND MAY RESULT IN UNEXPECTED INCREASES OR DECREASES IN DIGITAL ADOPTION. HOWEVER, WE ADVISE CAUTION
WHEN INTERPRETING ANY CHANGES IN THESE FIGURES, BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA.
GLOBAL OVERVIEW
NUMBER OF PEOPLE (IN MILLIONS) WHO DO NOT USE THE INTERNET
UNCONNECTED POPULATIONS
OCT
2022

28
01 NORTH KOREA1
>99.9% [BLOCKED]
02 ERITREA 91.5% 3,386,000
03 COMOROS 91.5% 769,000
04 CENTRAL AFRICAN REPUBLIC 89.6% 5,034,000
05 SOUTH SUDAN 87.5% 9,590,000
06 SOMALIA 86.3% 15,293,000
07 NIGER 85.1% 22,504,000
08 BURUNDI 84.9% 11,017,000
09 DEM. REP. OF THE CONGO 82.8% 82,614,000
10 PAPUA NEW GUINEA 80.4% 8,191,000
01 INDIA 752,387,000 53.0%
02 CHINA 374,728,000 26.3%
03 PAKISTAN 152,673,000 64.4%
04 BANGLADESH 116,736,000 68.0%
05 NIGERIA 107,723,000 49.0%
06 ETHIOPIA 96,842,000 78.0%
07 DEM. REP. OF THE CONGO 82,614,000 82.8%
08 INDONESIA 63,412,000 23.0%
09 TANZANIA 51,461,000 78.0%
10 BRAZIL 40,217,000 18.7%
# LOCATION
UNCONNECTED
POPULATION
% OF POP.
OFFLINE
# LOCATION
% OF POP.
OFFLINE
UNCONNECTED
RELATIVE: LOWEST LEVELS OF INTERNET ADOPTION
ABSOLUTE: LARGEST UNCONNECTED POPULATIONS
SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES IN THE “% OF POP. OFFLINE” COLUMN
REPRESENT THE PERCENTAGE OF THE POPULATION THAT DOES NOT YET USE THE INTERNET. ABSOLUTE VALUES HAVE BEEN ROUNDED TO THE NEAREST THOUSAND. (1) THE INTERNET (AT LEAST AS THE REST OF
THE WORLD KNOWS IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA. COMPARABILITY: SOURCE AND BASE CHANGES. REVISIONS TO THE U.N.’S POPULATION DATA IN JULY 2022 MAY HAVE
RESULTED IN UNEXPECTED CHANGES TO FIGURES ON THIS CHART, BECAUSE INTERNET PENETRATION IS OFTEN REPORTED AS A PERCENTAGE OF POPULATION, RATHER THAN AS AN ABSOLUTE USER FIGURE.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST UNCONNECTED POPULATIONS AND THE LOWEST LEVELS OF INTERNET ADOPTION
UNCONNECTED POPULATIONS
OCT
2022

29
06:55 06:55 06:56 06:55 06:57 06:57 06:53 06:49 06:37
0% +0.2% -0.2% +0.5% 0% -1.0% -1.0% -2.9%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2020 2020 2020 2021 2021 2021 2021 2022 2022
SOURCE: GWI (Q2 2020 TO Q2 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
OCT
2022

30
10:07
09:42
09:39
09:13
09:05
08:25
08:25
08:18
07:48
07:45
07:41
07:29
07:21
07:17
07:15
07:13
07:07
07:06
07:02
06:54
06:38
06:37
06:35
06:34
06:32
06:30
06:19
06:15
06:10
06:04
06:03
06:01
06:01
05:50
05:48
05:43
05:41
05:36
05:31
05:29
05:18
05:17
05:16
05:12
03:46
SOUTH
AFRICA
BRAZIL
PHILIPPINES
COLOMBIA
ARGENTINA
MALAYSIA
THAILAND
MEXICO
RUSSIA
EGYPT
INDONESIA
PORTUGAL
TAIWAN
TURKEY
U.A.E.
ROMANIA
U.S.A.
SINGAPORE
SAUDI
ARABIA
ISRAEL
CANADA
WORLDWIDE
INDIA
IRELAND
HONG
KONG
POLAND
VIETNAM
NEW
ZEALAND
CZECHIA
GREECE
U.K.
ITALY
SWEDEN
AUSTRALIA
SPAIN
AUSTRIA
SWITZERLAND
BELGIUM
NETHERLANDS
FRANCE
GERMANY
DENMARK
SOUTH
KOREA
CHINA
JAPAN
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
OCT
2022

31
07:41
06:57
06:34
05:58
05:19
07:07 06:56
06:27
05:50
05:11
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
TIME SPENT USING THE INTERNET
OCT
2022

32
59.6% 28.1% 31.1% 14.4% 12.6%
-9.3% (-610 BPS) -5.4% (-160 BPS) +4.0% (+120 BPS) +8.3% (+110 BPS) +4.1% (+50 BPS)
92.1% 66.0% 90.8% 4.8% 27.4%
+1.3% (+120 BPS) -9.2% (-670 BPS) +1.3% (+120 BPS) [UNCHANGED] [UNCHANGED]
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 (Q2 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
OCT
2022

33
97.9%
97.4%
97.4%
96.8%
96.2%
96.0%
95.7%
95.6%
95.5%
95.5%
95.1%
95.1%
94.7%
94.7%
94.0%
93.9%
93.9%
93.5%
93.4%
93.4%
93.3%
93.2%
93.1%
93.0%
92.9%
92.4%
92.3%
92.2%
92.1%
91.8%
91.7%
91.0%
90.7%
90.6%
89.9%
89.7%
89.1%
89.0%
89.0%
88.8%
87.6%
87.5%
87.5%
87.2%
87.0%
86.1%
85.4%
84.5%
67.4%
KENYA
BRAZIL
SOUTH
AFRICA
PHILIPPINES
MEXICO
NIGERIA
TURKEY
COLOMBIA
ARGENTINA
INDONESIA
PORTUGAL
VIETNAM
SAUDI
ARABIA
THAILAND
U.A.E.
GHANA
ITALY
SOUTH
KOREA
GREECE
ROMANIA
INDIA
EGYPT
POLAND
TAIWAN
MALAYSIA
RUSSIA
SPAIN
HONG
KONG
WORLDWIDE
CZECHIA
IRELAND
SINGAPORE
JAPAN
U.S.A.
ISRAEL
CHINA
U.K.
NETHERLANDS
SWEDEN
AUSTRIA
DENMARK
FRANCE
GERMANY
SWITZERLAND
NEW
ZEALAND
AUSTRALIA
CANADA
BELGIUM
MOROCCO
SOURCE: GWI (Q2 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
OCT
2022

34
92.8% 92.4% 94.1% 93.2% 90.4%
92.3% 90.9% 92.6% 91.4% 89.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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
OCT
2022

35
86.6%
85.4%
84.6%
84.0%
83.9%
82.7%
82.7%
82.5%
82.1%
81.4%
81.3%
80.6%
80.3%
80.2%
79.8%
79.7%
78.5%
77.3%
77.3%
77.1%
77.0%
76.9%
76.6%
76.5%
76.4%
75.8%
75.4%
74.6%
74.3%
74.1%
73.5%
73.5%
71.9%
70.7%
70.2%
66.4%
66.3%
66.0%
62.2%
61.5%
60.9%
59.2%
59.1%
52.4%
49.8%
48.5%
44.6%
34.7%
26.3%
POLAND
PORTUGAL
AUSTRIA
SWITZERLAND
CZECHIA
BELGIUM
SINGAPORE
CANADA
SOUTH
AFRICA
GREECE
NETHERLANDS
ITALY
GERMANY
SPAIN
FRANCE
NEW
ZEALAND
RUSSIA
IRELAND
U.K.
AUSTRALIA
SOUTH
KOREA
HONG
KONG
U.S.A.
MALAYSIA
DENMARK
ISRAEL
ARGENTINA
COLOMBIA
TAIWAN
U.A.E.
MEXICO
ROMANIA
SWEDEN
BRAZIL
VIETNAM
TURKEY
PHILIPPINES
WORLDWIDE
CHINA
JAPAN
INDONESIA
SAUDI
ARABIA
INDIA
EGYPT
THAILAND
MOROCCO
KENYA
NIGERIA
GHANA
SOURCE: GWI (Q2 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
OCT
2022

36
61.2%
65.9% 67.0% 65.7% 64.8%
60.9%
66.1%
69.1% 71.3%
74.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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
OCT
2022

37
52.5% 52.8% 52.2% 52.0% 52.0% 53.5% 54.7% 55.5% 55.7%
+0.5% -1.2% -0.2% ≈0% +2.8% +2.3% +1.4% +0.3%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2020 2020 2020 2021 2021 2021 2021 2022 2022
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON MOBILE PHONES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
MOBILE’S SHARE OF DAILY INTERNET TIME
OCT
2022

38
61.2%
60.5%
60.5%
59.9%
59.7%
57.8%
57.7%
57.2%
56.0%
55.7%
54.6%
54.6%
54.5%
54.4%
54.0%
53.6%
53.5%
53.3%
53.1%
52.2%
51.0%
50.0%
48.9%
48.8%
48.4%
48.2%
48.1%
48.0%
47.7%
47.5%
47.5%
47.4%
47.3%
46.6%
46.3%
45.9%
45.7%
45.6%
45.6%
45.5%
44.3%
44.1%
44.0%
43.5%
40.5%
THAILAND
INDONESIA
INDIA
CHINA
TURKEY
SAUDI
ARABIA
U.A.E.
PHILIPPINES
BRAZIL
WORLDWIDE
TAIWAN
EGYPT
ROMANIA
VIETNAM
MEXICO
ARGENTINA
COLOMBIA
MALAYSIA
ISRAEL
SOUTH
AFRICA
HONG
KONG
AUSTRALIA
SPAIN
SWEDEN
SOUTH
KOREA
ITALY
SINGAPORE
U.S.A.
NETHERLANDS
NEW
ZEALAND
IRELAND
POLAND
JAPAN
RUSSIA
PORTUGAL
CZECHIA
SWITZERLAND
GREECE
GERMANY
U.K.
AUSTRIA
FRANCE
CANADA
DENMARK
BELGIUM
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET ON MOBILE PHONES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
OCT
2022

39
61.4%
58.3%
56.1%
53.4%
49.8%
57.6%
55.5% 54.0%
50.0%
44.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
DAILY TIME THAT INTERNET USERS SPEND USING THE INTERNET ON MOBILE PHONES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
OCT
2022

40
30.79 +25.1% 69.14 +31.4%
8.62 +14.8% 29.09 +32.6%
29 -3.3% 10 -9.1%
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 AUGUST 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
OCT
2022

41
118.42
112.26
103.50
102.06
92.53
91.81
83.59
81.11
74.35
69.04
67.42
62.95
61.95
61.34
60.48
58.83
53.92
53.54
48.09
42.04
41.72
40.81
39.39
39.34
38.11
37.86
37.38
35.16
34.22
32.00
31.70
30.79
30.50
28.72
28.67
27.93
26.21
25.43
24.28
22.75
22.35
21.24
20.88
18.81
17.33
16.67
13.52
10.94
7.93
U.A.E.
SOUTH
KOREA
DENMARK
NETHERLANDS
CHINA
SAUDI
ARABIA
AUSTRALIA
SWITZERLAND
SWEDEN
SINGAPORE
BELGIUM
NEW
ZEALAND
U.S.A.
CANADA
AUSTRIA
TAIWAN
GERMANY
FRANCE
HONG
KONG
GREECE
U.K.
PORTUGAL
VIETNAM
JAPAN
SOUTH
AFRICA
CZECHIA
POLAND
THAILAND
ROMANIA
BRAZIL
ITALY
WORLDWIDE
MALAYSIA
TURKEY
ISRAEL
MOROCCO
IRELAND
SPAIN
MEXICO
EGYPT
PHILIPPINES
RUSSIA
ARGENTINA
KENYA
INDONESIA
NIGERIA
INDIA
COLOMBIA
GHANA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN AUGUST 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
OCT
2022

42
140 CUBA 4.15 -72.8% 2.92 130
139 AFGHANISTAN 5.34 +18.1% 1.97 32
138 VENEZUELA 5.37 +5.3% 3.24 33
137 TAJIKISTAN 7.79 +3.9% 4.63 26
136 GHANA 7.93 -0.8% 6.85 29
135 YEMEN 8.24 [N/A] 5.40 20
134 SOMALIA 9.62 +21.2% 10.16 28
133 SUDAN 10.35 +11.9% 6.52 26
132 BANGLADESH 10.42 +22.2% 8.13 28
131 CÔTE D’IVOIRE 10.49 +11.6% 7.18 28
01 NORWAY 122.77 +21.4% 16.81 28
02 U.A.E. 118.42 +10.5% 19.93 20
03 QATAR 114.28 +26.2% 16.51 20
04 SOUTH KOREA 112.26 +26.5% 14.65 28
05 DENMARK 103.50 +57.2% 17.64 19
06 NETHERLANDS 102.06 +22.7% 14.88 23
07 BULGARIA 95.76 +27.6% 17.49 22
08 KUWAIT 94.86 +41.9% 19.56 18
09 CHINA 92.53 +35.4% 22.60 27
10 SAUDI ARABIA 91.81 +15.8% 15.37 31
# LOCATION  DL ▲YOY  UL LATENCY # LOCATION  DL ▲YOY  UL LATENCY
FASTEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS SLOWEST MEDIAN MOBILE INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR AUGUST 2022. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER SECOND.
“▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS. COMPARABILITY:
PREVIOUS REPORTS FEATURED MEAN VALUES (NOT MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA MOBILE CONNECTIONS
MOBILE INTERNET CONNECTION SPEEDS
OCT
2022

43
219.01
188.75
179.58
178.73
167.40
156.06
133.44
131.86
131.55
127.16
123.31
122.76
115.07
111.76
109.10
106.51
105.23
100.32
98.45
94.68
94.36
91.24
85.08
84.66
83.63
83.35
80.28
78.33
75.09
71.86
70.49
69.14
66.22
62.74
52.62
48.78
48.45
48.29
48.15
47.19
45.46
36.11
32.29
29.43
24.59
22.35
15.19
9.70
8.98
SINGAPORE
THAILAND
HONG
KONG
CHINA
U.S.A.
DENMARK
NEW
ZEALAND
JAPAN
SPAIN
U.A.E.
ROMANIA
SWITZERLAND
TAIWAN
CANADA
SOUTH
KOREA
NETHERLANDS
FRANCE
PORTUGAL
SWEDEN
ISRAEL
BRAZIL
POLAND
MALAYSIA
COLOMBIA
BELGIUM
SAUDI
ARABIA
VIETNAM
PHILIPPINES
GERMANY
RUSSIA
IRELAND
WORLDWIDE
U.K.
AUSTRIA
AUSTRALIA
ITALY
MEXICO
INDIA
CZECHIA
ARGENTINA
EGYPT
SOUTH
AFRICA
GREECE
TURKEY
GHANA
INDONESIA
MOROCCO
NIGERIA
KENYA
SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN AUGUST 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
OCT
2022

44
182 AFGHANISTAN 1.90 -3.6% 2.32 22
181 CUBA 1.92 +12.9% 0.88 127
180 TURKMENISTAN 2.18 +19.8% 0.77 77
179 YEMEN 2.72 +29.5% 0.65 41
178 SYRIA 3.06 -0.3% 2.77 24
177 ETHIOPIA 4.06 +37.6% 4.18 15
176 NIGER 4.23 [N/A] 2.28 22
175 SUDAN 4.60 +21.1% 2.72 27
174 TIMOR-LESTE 4.83 [N/A] 5.43 6
173 BURUNDI 5.07 -1.6% 5.07 18
01 SINGAPORE 219.01 +18.3% 183.53 4
02 CHILE 211.43 +43.8% 126.20 6
03 THAILAND 188.75 +11.3% 154.96 5
04 HONG KONG 179.58 +16.0% 123.79 4
05 CHINA 178.73 +44.2% 37.72 12
06 U.S.A. 167.40 +38.8% 22.03 14
07 MACAU 157.54 +58.7% 145.92 4
08 DENMARK 156.06 +17.5% 93.98 8
09 NEW ZEALAND 133.44 +57.5% 90.76 6
10 JAPAN 131.86 +42.7% 94.75 13
FASTEST MEDIAN FIXED INTERNET CONNECTION SPEEDS SLOWEST MEDIAN FIXED INTERNET CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: FIGURES REPRESENT MEDIAN VALUES FOR AUGUST 2022. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS. “ DL” COLUMN SHOWS DOWNLOAD SPEEDS IN MEGABITS PER SECOND.
“▲YOY” COLUMN SHOWS YEAR-ON-YEAR CHANGE IN DOWNLOAD SPEEDS. “ UL” COLUMN SHOWS UPLOAD SPEEDS IN MEGABITS PER SECOND. LATENCY VALUES ARE IN MILLISECONDS. COMPARABILITY:
PREVIOUS REPORTS FEATURED MEAN VALUES (NOT MEDIAN VALUES), SO VALUES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE FASTEST AND SLOWEST MEDIAN INTERNET DOWNLOAD SPEEDS VIA FIXED CONNECTIONS
FIXED INTERNET CONNECTION SPEEDS
OCT
2022

45
01 CHILE 211.43 MBPS 23.43 MBPS 9.0 : 1
02 COLOMBIA 84.66 MBPS 10.94 MBPS 7.7 : 1
03 PANAMA 107.86 MBPS 15.80 MBPS 6.8 : 1
04 THAILAND 188.75 MBPS 35.16 MBPS 5.4 : 1
05 SPAIN 131.55 MBPS 25.43 MBPS 5.2 : 1
06 BELARUS 51.30 MBPS 10.69 MBPS 4.8 : 1
07 PARAGUAY 63.51 MBPS 15.45 MBPS 4.1 : 1
08 JORDAN 70.44 MBPS 17.25 MBPS 4.1 : 1
09 TAJIKISTAN 31.78 MBPS 7.79 MBPS 4.1 : 1
10 HONG KONG 179.58 MBPS 48.09 MBPS 3.7 : 1
01 MALDIVES 66.63 MBPS 9.69 MBPS 6.9 : 1
02 BOTSWANA 29.37 MBPS 6.97 MBPS 4.2 : 1
03 ETHIOPIA 15.61 MBPS 4.06 MBPS 3.8 : 1
04 LEBANON 25.35 MBPS 6.72 MBPS 3.8 : 1
05 SYRIA 11.11 MBPS 3.06 MBPS 3.6 : 1
06 SURINAME 41.41 MBPS 11.59 MBPS 3.6 : 1
07 YEMEN 8.24 MBPS 2.72 MBPS 3.0 : 1
08 MOZAMBIQUE 16.55 MBPS 5.81 MBPS 2.8 : 1
09 IRAN 28.40 MBPS 10.02 MBPS 2.8 : 1
10 AFGHANISTAN 5.34 MBPS 1.90 MBPS 2.8 : 1
# LOCATION
MOBILE
 DL SPEED
FIXED
 DL SPEED
RATIO # LOCATION
FIXED
 DL SPEED
MOBILE
 DL SPEED
RATIO
LOCATIONS WITH BIGGEST GAPS IN FAVOUR OF FIXED CONNECTION SPEEDS
LOCATIONS WITH BIGGEST GAPS IN FAVOUR OF MOBILE CONNECTION SPEEDS
SOURCE: OOKLA. NOTES: “ DL SPEED” FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND IN AUGUST 2022. “RATIO” FIGURES OFFER A COMPARISON BETWEEN THE TWO
DOWNLOAD SPEEDS. RANKING ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 10,000 PEOPLE. COMPARABILITY: INTERNET CONNECTION SPEEDS 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
COUNTRIES AND TERRITORIES WITH THE GREATEST DIFFERENCES BETWEEN MEDIAN DOWNLOAD SPEEDS FOR MOBILE AND FIXED CONNECTIONS
COMPARING MOBILE AND FIXED SPEEDS
OCT
2022

46
58.4%
54.2%
50.8%
49.8%
48.1%
44.4%
44.0%
43.5%
41.0%
38.2%
36.2%
34.8%
34.5%
30.4%
29.6%
29.0%
28.1%
27.3%
19.9%
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
ORGANISING YOUR DAY-TO-DAY LIFE
SHARING YOUR OPINION
BUSINESS-RELATED NETWORKING
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET
MAIN REASONS FOR USING THE INTERNET
OCT
2022

47
95.2%
94.9%
82.2%
55.8%
54.4%
48.5%
46.8%
42.1%
41.3%
40.3%
34.1%
29.3%
28.5%
26.9%
24.7%
24.7%
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
TAXI, RIDE SHARING, BIKE, OR SCOOTER HIRE
BANKING, INVESTING, OR INSURANCE
SPORTS
EDUCATION
HEALTH AND FITNESS
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
OCT
2022

48
58.62% 39.26% 2.09% 0.03%
+7.4% -8.3% -17.1% -70.0%
+406 BPS -357 BPS -43 BPS -7 BPS
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 SEPTEMBER 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
OCT
2022

49
86.7%
84.3%
77.3%
77.2%
75.8%
75.4%
72.8%
71.7%
68.7%
66.0%
63.2%
62.8%
61.8%
60.9%
60.2%
59.8%
59.5%
58.9%
58.8%
58.7%
58.4%
58.3%
56.8%
53.8%
53.6%
52.7%
52.6%
51.3%
51.2%
50.1%
47.0%
46.6%
46.4%
46.2%
45.4%
45.3%
44.4%
44.3%
43.5%
43.1%
42.3%
41.8%
41.0%
40.2%
40.2%
37.0%
34.0%
29.4%
27.6%
TURKEY
NIGERIA
SOUTH
AFRICA
SAUDI
ARABIA
GHANA
KENYA
INDIA
SINGAPORE
EGYPT
VIETNAM
INDONESIA
POLAND
THAILAND
SOUTH
KOREA
U.A.E.
MOROCCO
ARGENTINA
ISRAEL
IRELAND
ROMANIA
CHINA
WORLDWIDE
MALAYSIA
SPAIN
ITALY
FRANCE
PHILIPPINES
U.S.A.
COLOMBIA
BRAZIL
SWEDEN
HONG
KONG
GERMANY
NETHERLANDS
U.K.
TAIWAN
AUSTRIA
CZECHIA
CANADA
RUSSIA
AUSTRALIA
GREECE
PORTUGAL
MEXICO
NEW
ZEALAND
SWITZERLAND
JAPAN
BELGIUM
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 SEPTEMBER 2022.
GLOBAL OVERVIEW
PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
OCT
2022

50
50.77% 52.17%
54.75% 55.05% 55.73% 54.38% 55.77%
58.96% 59.53%
+2.8% +4.9% +0.5% +1.2% -2.4% +2.6% +5.7% +1.0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2020 2020 2021 2021 2021 2021 2022 2022 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, AVERAGED ACROSS THE 3 MONTHS OF EACH RESPECTIVE QUARTER. 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 (QUARTERLY AVERAGES)
MOBILE’S SHARE OF WEB TRAFFIC
OCT
2022

51
2.75% 2.26% 0.71% 2.44%
-4.8% (-14 BPS) -2.6% (-6 BPS) -32.4% (-34 BPS) -11.3% (-31 BPS)
65.68% 18.68% 4.33% 3.15%
+0.8% (+53 BPS) +1.5% (+28 BPS) +14.9% (+56 BPS) -14.2% (-52 BPS)
SAMSUNG INTERNET OPERA UC BROWSER 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 SEPTEMBER 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
OCT
2022

52
11 XNXX.COM 3.24B 810M 11M 05S 7.00
12 ICLOUD.COM 3.17B 253M 17M 19S 2.08
13 YAHOO.COM 3.06B 593M 18M 40S 3.44
14 YANDEX.RU 3.07B 337M 18M 23S 2.93
15 FANDOM.COM 2.41B 744M 12M 52S 3.06
16 XHAMSTER.COM 2.07B 574M 14M 39S 6.61
17 WEATHER.COM 2.02B 871M 8M 42S 1.82
18 YAHOO.CO.JP 1.82B 187M 22M 19S 5.56
19 BING.COM 1.78B 443M 14M 42S 3.17
20 TIKTOK.COM 1.77B 810M 9M 53S 1.94
01 GOOGLE.COM 80.1B 6.70B 22M 29S 3.69
02 YOUTUBE.COM 66.2B 4.99B 34M 23S 6.84
03 FACEBOOK.COM 13.5B 2.19B 23M 57S 2.90
04 PORNHUB.COM 8.22B 1.69B 10M 53S 7.08
05 XVIDEOS.COM 6.92B 1.39B 12M 51S 7.60
06 TWITTER.COM 6.37B 1.62B 21M 49S 1.86
07 WIKIPEDIA.ORG 6.02B 1.78B 11M 07S 2.10
08 INSTAGRAM.COM 4.25B 1.43B 18M 50S 2.24
09 AMAZON.COM 4.19B 897M 17M 43S 4.34
10 REDDIT.COM 4.06B 1.07B 17M 22S 3.03
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR AUGUST 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT
UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. 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
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN AUGUST 2022
MOST-VISITED WEBSITES: SEMRUSH RANKING
OCT
2022

53
11 WHATSAPP.COM 4M 17S 2.15
12 PORNHUB.COM 8M 23S 8.60
13 XNXX.COM 8M 37S 11.37
14 AMAZON.COM 7M 18S 8.95
15 YAHOO.CO.JP 8M 38S 6.67
16 LIVE.COM 7M 25S 8.80
17 NETFLIX.COM 8M 52S 4.23
18 REDDIT.COM 9M 39S 6.81
19 TIKTOK.COM 3M 53S 10.18
20 DOCOMO.NE.JP 7M 07S 4.80
01 GOOGLE.COM 10M 59S 8.70
02 YOUTUBE.COM 21M 48S 11.82
03 FACEBOOK.COM 9M 52S 8.69
04 TWITTER.COM 10M 57S 10.36
05 INSTAGRAM.COM 7M 39S 11.06
06 BAIDU.COM 5M 37S 8.03
07 WIKIPEDIA.ORG 3M 52S 3.13
08 YANDEX.RU 10M 45S 9.58
09 YAHOO.COM 7M 47S 5.70
10 XVIDEOS.COM 9M 41S 9.28
# WEBSITE TIME PER VISIT PAGES PER VISIT # WEBSITE TIME PER VISIT PAGES PER VISIT
SOURCE: SIMILARWEB. FIGURES REPRESENT TRAFFIC VALUES FOR AUGUST 2022. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN DOMAINS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC IN AUGUST 2022
MOST-VISITED WEBSITES: SIMILARWEB RANKING
OCT
2022

54
0.62% 0.11% 0.20% 0.08% 0.37%
+1.6% (+1 BP) -8.3% (-1 BP) +100% (+10 BPS) -46.7% (-7 BPS) +23.3% (+7 BPS)
92.42% 3.45% 0.65% 1.32% 0.78%
+0.4% (+38 BPS) +29.7% (+79 BPS) -60.4% (-99 BPS) -10.8% (-16 BPS) -13.3% (-12 BPS)
DUCKDUCKGO ECOSIA NAVER SOGOU OTHERS
GOOGLE BING BAIDU 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 SEPTEMBER 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
SEARCH ENGINE MARKET SHARE
OCT
2022

55
11 TIEMPO 27
12 GMAIL 25
13 TWITTER 21
14 METEO 21
15 TRADUCTOR 21
16 SATTA 18
17 ПОГОДА 18
18 GOOGLE TRANSLATE 18
19 NETFLIX 16
20 CLIMA 16
01 GOOGLE 100
02 YOUTUBE 74
03 WEATHER 71
04 FACEBOOK 60
05 TRANSLATE 47
06 WHATSAPP 45
07 NEWS 40
08 AMAZON 37
09 INSTAGRAM 36
10 WHATSAPP WEB 29
# SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JULY 2022 AND 30 SEPTEMBER 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 GOOGLE SEARCH ACTIVITY BETWEEN 01 JULY 2022 AND 30 SEPTEMBER 2022
TOP GOOGLE SEARCHES
OCT
2022

56
31.1%
28.3%
26.0%
23.9%
23.1%
23.0%
23.0%
22.5%
21.6%
21.6%
21.4%
20.5%
20.3%
20.0%
19.9%
19.7%
18.9%
18.6%
17.9%
17.5%
17.4%
17.2%
16.6%
15.9%
15.0%
14.9%
14.5%
14.5%
14.0%
13.9%
13.7%
13.2%
12.0%
11.7%
11.6%
11.3%
11.1%
10.8%
10.8%
10.6%
10.1%
10.0%
9.5%
9.5%
9.0%
8.1%
7.1%
6.5%
6.2%
INDIA
CHINA
U.S.A.
MEXICO
SPAIN
ITALY
VIETNAM
WORLDWIDE
BRAZIL
U.K.
TURKEY
IRELAND
U.A.E.
AUSTRALIA
CANADA
GHANA
TAIWAN
HONG
KONG
THAILAND
SOUTH
AFRICA
GERMANY
SAUDI
ARABIA
NIGERIA
KENYA
MALAYSIA
INDONESIA
COLOMBIA
NEW
ZEALAND
FRANCE
PHILIPPINES
MOROCCO
ISRAEL
AUSTRIA
SINGAPORE
EGYPT
PORTUGAL
RUSSIA
DENMARK
SWITZERLAND
POLAND
ARGENTINA
SWEDEN
GREECE
NETHERLANDS
ROMANIA
BELGIUM
JAPAN
SOUTH
KOREA
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
OCT
2022

57
22.7%
24.3%
22.9%
19.6%
16.3%
24.3%
25.2%
23.4%
20.0%
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
OCT
2022

58
50.5%
50.0%
48.1%
42.5%
39.6%
36.4%
36.1%
35.9%
34.3%
33.7%
31.9%
30.6%
29.6%
29.0%
28.8%
28.3%
27.2%
27.1%
26.2%
26.0%
25.9%
25.9%
25.7%
25.4%
25.2%
24.7%
22.9%
22.3%
21.3%
20.9%
18.2%
18.1%
18.0%
17.7%
17.4%
17.4%
16.6%
15.2%
14.4%
14.2%
14.2%
13.0%
11.0%
10.7%
9.6%
9.5%
9.0%
8.7%
8.6%
BRAZIL
COLOMBIA
MEXICO
ARGENTINA
INDONESIA
INDIA
PHILIPPINES
VIETNAM
TAIWAN
THAILAND
PORTUGAL
U.A.E.
SAUDI
ARABIA
SOUTH
AFRICA
EGYPT
WORLDWIDE
GREECE
MALAYSIA
ITALY
SPAIN
ISRAEL
NIGERIA
CHINA
TURKEY
ROMANIA
KENYA
HONG
KONG
MOROCCO
U.S.A.
POLAND
CZECHIA
AUSTRALIA
SOUTH
KOREA
CANADA
IRELAND
SINGAPORE
GHANA
U.K.
NEW
ZEALAND
DENMARK
SWEDEN
RUSSIA
SWITZERLAND
GERMANY
FRANCE
NETHERLANDS
AUSTRIA
JAPAN
BELGIUM
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
OCT
2022

59
33.6%
30.7%
29.7%
25.5%
19.2%
30.3%
29.2% 29.0%
23.8%
18.3%
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 USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
OCT
2022

60
54.7%
49.5%
48.6%
46.9%
46.5%
45.7%
45.1%
44.6%
42.7%
40.8%
39.1%
39.0%
38.8%
38.2%
37.2%
37.0%
36.9%
36.9%
35.4%
35.3%
34.9%
34.2%
34.1%
33.8%
32.9%
31.5%
30.7%
30.6%
30.5%
29.5%
29.4%
29.4%
29.2%
27.7%
26.6%
26.4%
25.8%
25.8%
25.1%
23.0%
23.0%
22.0%
20.7%
18.4%
17.3%
16.7%
16.6%
16.0%
9.8%
COLOMBIA
BRAZIL
MEXICO
INDONESIA
ARGENTINA
SPAIN
SWITZERLAND
POLAND
THAILAND
TAIWAN
MALAYSIA
ISRAEL
PORTUGAL
SAUDI
ARABIA
GREECE
ROMANIA
CZECHIA
U.A.E.
HONG
KONG
AUSTRIA
BELGIUM
TURKEY
INDIA
VIETNAM
EGYPT
PHILIPPINES
ITALY
SWEDEN
SOUTH
AFRICA
WORLDWIDE
FRANCE
MOROCCO
GERMANY
SINGAPORE
NETHERLANDS
DENMARK
GHANA
IRELAND
RUSSIA
CANADA
NIGERIA
CHINA
KENYA
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
OCT
2022

61
37.0%
29.7%
27.3%
23.6%
20.2%
33.8%
30.5% 29.7%
27.3%
22.7%
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 USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK
USE OF ONLINE TRANSLATION TOOLS
OCT
2022

62
28.0% 27.0% 27.1% 25.9% 25.2%
92.7% 49.9% 35.6% 29.2% 29.5%
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
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
OCT
2022

63
65.4%
65.1%
61.4%
60.7%
59.3%
58.7%
55.8%
55.6%
55.0%
54.1%
51.4%
51.0%
49.4%
48.4%
48.2%
47.2%
46.7%
45.5%
45.1%
44.4%
43.5%
42.8%
42.7%
42.3%
41.2%
39.2%
38.7%
38.5%
38.2%
37.4%
37.3%
37.1%
37.0%
36.8%
36.6%
36.1%
35.0%
34.4%
34.3%
33.8%
33.2%
32.1%
31.6%
27.7%
27.6%
26.6%
26.0%
14.2%
10.8%
SOUTH
AFRICA
PHILIPPINES
TURKEY
GHANA
NIGERIA
BRAZIL
INDIA
INDONESIA
KENYA
COLOMBIA
U.A.E.
SAUDI
ARABIA
ARGENTINA
MALAYSIA
MEXICO
ITALY
VIETNAM
MOROCCO
SPAIN
WORLDWIDE
ROMANIA
IRELAND
EGYPT
U.S.A.
PORTUGAL
SINGAPORE
NEW
ZEALAND
CANADA
AUSTRALIA
CHINA
RUSSIA
SWITZERLAND
ISRAEL
POLAND
GREECE
AUSTRIA
TAIWAN
U.K.
THAILAND
HONG
KONG
GERMANY
FRANCE
SWEDEN
DENMARK
BELGIUM
NETHERLANDS
CZECHIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING
OCT
2022

64
50.5%
47.1%
44.1%
39.2%
32.4%
49.0%
45.3% 44.0%
40.7%
34.7%
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 WATCH HOW-TO VIDEOS, TUTORIAL VIDEOS, OR EDUCATIONAL VIDEOS EACH WEEK
ONLINE VIDEO AS A SOURCE OF LEARNING
OCT
2022

65
53.8%
36.0%
33.5%
33.4%
31.1%
30.4%
30.3%
28.9%
28.7%
28.1%
28.0%
26.3%
25.7%
25.6%
25.4%
25.2%
22.4%
22.2%
21.6%
21.5%
20.9%
20.8%
20.6%
20.5%
20.4%
19.4%
19.1%
18.9%
18.5%
17.9%
17.9%
17.9%
16.8%
16.7%
16.7%
16.6%
16.1%
16.0%
15.8%
14.4%
14.2%
14.1%
14.1%
13.7%
13.2%
12.9%
10.1%
8.7%
6.0%
PHILIPPINES
TAIWAN
BRAZIL
KENYA
INDIA
INDONESIA
U.A.E.
SOUTH
AFRICA
HONG
KONG
MEXICO
CHINA
NIGERIA
GHANA
MALAYSIA
SAUDI
ARABIA
WORLDWIDE
COLOMBIA
SPAIN
THAILAND
MOROCCO
SOUTH
KOREA
ROMANIA
EGYPT
VIETNAM
PORTUGAL
SWEDEN
TURKEY
ARGENTINA
SINGAPORE
AUSTRALIA
ISRAEL
NEW
ZEALAND
POLAND
ITALY
NETHERLANDS
U.S.A.
FRANCE
IRELAND
CANADA
RUSSIA
GERMANY
SWITZERLAND
U.K.
BELGIUM
AUSTRIA
DENMARK
GREECE
CZECHIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH VLOGS EACH WEEK
WATCHING VLOGS
OCT
2022

66
36.1%
31.0%
25.3%
19.4%
12.9%
28.2%
26.5%
23.3%
17.5%
11.2%
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 WATCH VLOGS EACH WEEK
WATCHING VLOGS
OCT
2022

67
98.2%
98.1%
98.1%
97.4%
97.2%
97.2%
97.0%
97.0%
96.9%
96.5%
96.4%
96.2%
96.2%
95.9%
95.6%
95.2%
94.6%
94.0%
93.5%
93.3%
93.0%
92.4%
92.3%
92.3%
92.3%
92.2%
91.6%
90.9%
90.0%
90.0%
89.8%
89.6%
89.6%
89.0%
87.9%
87.4%
87.2%
86.6%
85.5%
85.1%
85.0%
84.8%
82.8%
81.9%
67.2%
PHILIPPINES
MEXICO
SAUDI
ARABIA
BRAZIL
SOUTH
AFRICA
U.A.E.
COLOMBIA
INDIA
THAILAND
ARGENTINA
VIETNAM
INDONESIA
TURKEY
HONG
KONG
ISRAEL
GREECE
SWEDEN
MALAYSIA
U.S.A.
NEW
ZEALAND
IRELAND
AUSTRALIA
DENMARK
TAIWAN
U.K.
SINGAPORE
ITALY
ROMANIA
WORLDWIDE
POLAND
SPAIN
CANADA
EGYPT
FRANCE
SWITZERLAND
PORTUGAL
AUSTRIA
NETHERLANDS
GERMANY
CZECHIA
BELGIUM
SOUTH
KOREA
CHINA
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
OCT
2022

68
93.4% 93.2%
89.4%
85.4%
79.4%
92.9% 92.7% 91.2%
86.6%
81.0%
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 WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH
STREAMING TV CONTENT VIA THE INTERNET
OCT
2022

69
01
02
03
04
05
06
07
08
09
10
LOVE IN THE VILLA 100 THOR: LOVE AND THUNDER 100 SAMARITAN 100 ELVIS 100
DO REVENGE 90 PINOCCHIO 93
THE LORD OF THE RINGS: THE
FELLOWSHIP OF THE RING
47 THE BATMAN 77
ME TIME 83 ENCANTO 69
THE HOBBIT: AN UNEXPECTED
JOURNEY
29
FANTASTIC BEASTS: THE
SECRETS OF DUMBLEDORE
53
I CAME BY 81 LIGHTYEAR 64
THE LORD OF THE RINGS:
THE TWO TOWERS
26 DUNE 51
NO LIMIT 69 TURNING RED 41
THE RETURN OF THE KING
21 KIMI 34
END OF THE ROAD 63 MOANA 35 GOODNIGHT MOMMY 20 THE LITTLE THINGS 30
LOU 46 CARS 20 FLIGHT / RISK 19 KING RICHARD 30
LOVING ADULTS 44 AVENGERS: ENDGAME 16
THE HOBBIT: THE
DESOLATION OF SMAUG
18 FATHER OF THE BRIDE 27
I USED TO BE FAMOUS 25 COCO 14 THE TOMORROW WAR 15 THE MATRIX RESURRECTIONS 25
ATHENA 24
DOCTOR STRANGE IN THE
MULTIVERSE OF MADNESS
11 NO TIME TO DIE 15
SPIDER-MAN: NO WAY
HOME
25
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 SEPTEMBER 2022
“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 SEPTEMBER 2022
TOP MOVIES BY STREAMING PLATFORM
OCT
2022

70
01
02
03
04
05
06
07
08
09
10
COBRA KAI 100 SHE-HULK: ATTORNEY AT LAW 100
THE RINGS OF POWER
100 HOUSE OF THE DRAGON 100
FATE: THE WINX SAGA 82 THE SIMPSONS 65 THE BOYS 71 RICK AND MORTY 81
THE CROWN 80 BLUEY 57 THE TERMINAL LIST 58 GAME OF THRONES 67
YOUNG LADY AND
GENTLEMAN
80 GREY’S ANATOMY 50 REACHER 45 THE HANDMAID’S TALE 39
DEVIL IN OHIO 78 FAMILY GUY 44 THE WHEEL OF TIME 43 THE BIG BANG THEORY 38
DAHMER - MONSTER: THE
JEFFREY DAHMER STORY
67 MODERN FAMILY 43 THE GRAND TOUR 21 YOU KNOCK ON MY DOOR 30
DIARY OF A GIGOLO 64 MALCOLM IN THE MIDDLE 33 ALL OR NOTHING: ARSENAL 16 FRIENDS 25
NARCO-SAINTS 61 CARS ON THE ROAD 29 A PRIVATE AFFAIR 14 A WOMAN SCORNED 16
EXTRAORDINARY
ATTORNEY WOO
52 STAR WARS: ANDOR 27 THE SUMMER I TURNED PRETTY 13 PRETTY LITTLE LIARS 15
HIGH HEAT 47 HOW I MET YOUR MOTHER 21 PA’ QUERERTE 9 EUPHORIA 14
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 SEPTEMBER 2022
“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 SEPTEMBER 2022
TOP TV SHOWS BY STREAMING PLATFORM
OCT
2022

71
39.6% 22.6% 21.3% 19.8%
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
PODCASTS
LISTEN TO
AUDIO BOOKS
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
OCT
2022

72
01 BAD BUNNY – “UN VERANO SIN TI”
02 BLACKPINK – “BORN PINK”
03 HARRY STYLES – “HARRY’S HOUSE”
04 BTS – “PROOF”
05 OLIVIA RODRIGO – “SOUR”
06 FEID – “FELIZ CUMPLEAÑOS FERXXO TE PIRATEAMOS EL ÁLBUM”
07 BEYONCÉ – “RENAISSANCE”
08 THE WEEKND – “STARBOY”
09 DUA LIPA – “FUTURE NOSTALGIA”
10 ROSALÍA – “MOTOMAMI +”
01 SAM SMITH FEAT. KIM PETRAS – “UNHOLY”
02 DAVID GUETTA & BEB REXHA – “I’M GOOD (BLUE)”
03 HARRY STYLES – “AS IT WAS”
04 BIZARRAP & QUEVEDO – “QUEVEDO: BZRP MUSIC SESSIONS, VOL. 52”
05 MANUEL TURIZO – “LA BACHATA”
06 BAD BUNNY FEAT. CHENCHO CORLEONE – “ME PORTO BONITO”
07 BLACKPINK – ”SHUT DOWN”
08 BAD BUNNY – “TITÍ ME PREGUNTÓ”
09 ONEREPUBLIC – “I AIN’T WORRIED”
10 CHRIS BROWN – “UNDER THE INFLUENCE”
# ARTIST – “SONG TITLE” # ARTIST – “ALBUM TITLE”
MOST-STREAMED ALBUMS
MOST-STREAMED SONGS
SOURCE: @SPOTIFYCHARTS ON INSTAGRAM. NOTE: RANKINGS ARE BASED ON WORLDWIDE SPOTIFY STREAMS BETWEEN 23 SEPTEMBER AND 29 SEPTEMBER 2022.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
RANKING OF THE WORLDWIDE MOST-STREAMED SONGS AND MOST-STREAMED ALBUMS ON SPOTIFY BETWEEN 23 SEPTEMBER AND 29 SEPTEMBER 2022
GLOBAL SPOTIFY CHARTS
OCT
2022

73
40.4%
37.6%
36.3%
29.6%
28.6%
28.0%
27.8%
25.1%
25.0%
24.0%
23.6%
23.4%
23.3%
23.2%
22.7%
21.3%
20.8%
20.4%
20.3%
20.3%
20.0%
20.0%
19.9%
19.8%
19.5%
18.8%
18.7%
18.2%
18.2%
17.8%
17.8%
17.7%
17.7%
17.3%
17.3%
17.3%
16.5%
16.5%
16.2%
15.7%
15.0%
14.5%
14.2%
13.8%
13.6%
11.6%
10.9%
8.6%
4.2%
BRAZIL
INDONESIA
MEXICO
SOUTH
AFRICA
IRELAND
SWEDEN
ROMANIA
SPAIN
U.S.A.
INDIA
DENMARK
PORTUGAL
AUSTRALIA
COLOMBIA
POLAND
WORLDWIDE
U.A.E.
THAILAND
GERMANY
U.K.
CZECHIA
SAUDI
ARABIA
CANADA
PHILIPPINES
ISRAEL
NEW
ZEALAND
ARGENTINA
KENYA
TAIWAN
AUSTRIA
SWITZERLAND
CHINA
NETHERLANDS
GREECE
MOROCCO
VIETNAM
HONG
KONG
TURKEY
NIGERIA
SINGAPORE
ITALY
MALAYSIA
FRANCE
BELGIUM
EGYPT
SOUTH
KOREA
GHANA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
OCT
2022

74
23.5% 24.1%
21.6%
17.9%
14.5%
22.8%
23.6%
21.4%
18.4%
13.6%
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 LISTEN TO PODCASTS EACH WEEK
LISTENING TO PODCASTS
OCT
2022

75
16.5% 13.1% 9.3% 8.3%
81.4% 65.7% 38.0% 25.4%
TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
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
OCT
2022

76
95.6%
94.8%
93.9%
92.5%
91.9%
91.5%
91.3%
90.9%
90.8%
89.8%
88.6%
88.2%
87.1%
86.6%
86.5%
86.4%
86.2%
84.8%
83.8%
83.3%
82.0%
82.0%
81.6%
81.4%
81.2%
80.0%
79.4%
79.3%
78.6%
78.4%
78.0%
77.4%
76.1%
76.1%
75.5%
75.5%
74.8%
74.8%
74.4%
73.6%
73.4%
72.3%
70.6%
70.2%
66.1%
PHILIPPINES
INDONESIA
THAILAND
INDIA
VIETNAM
TURKEY
MEXICO
SOUTH
AFRICA
TAIWAN
SAUDI
ARABIA
GREECE
BRAZIL
MALAYSIA
EGYPT
U.A.E.
COLOMBIA
ROMANIA
PORTUGAL
ARGENTINA
HONG
KONG
SINGAPORE
U.S.A.
ITALY
WORLDWIDE
SPAIN
ISRAEL
FRANCE
RUSSIA
NEW
ZEALAND
POLAND
CANADA
SOUTH
KOREA
AUSTRIA
SWITZERLAND
CZECHIA
DENMARK
NETHERLANDS
SWEDEN
AUSTRALIA
GERMANY
IRELAND
U.K.
BELGIUM
CHINA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
OCT
2022

77
85.9% 84.1%
80.3%
73.6%
65.8%
87.9% 87.9% 85.3%
76.8%
65.7%
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 PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
OCT
2022

78
01:46
01:44
01:38
01:30
01:29
01:26
01:23
01:20
01:17
01:16
01:13
01:13
01:13
01:12
01:11
01:10
01:10
01:07
01:07
01:04
01:04
01:02
00:59
00:59
00:58
00:58
00:57
00:55
00:53
00:52
00:50
00:49
00:48
00:47
00:45
00:45
00:43
00:41
00:38
00:38
00:35
00:34
00:31
00:28
00:27
THAILAND
SAUDI
ARABIA
INDIA
EGYPT
MEXICO
PHILIPPINES
U.S.A.
U.A.E.
INDONESIA
MALAYSIA
WORLDWIDE
CHINA
VIETNAM
AUSTRALIA
CANADA
BRAZIL
SOUTH
AFRICA
COLOMBIA
HONG
KONG
ARGENTINA
U.K.
ISRAEL
IRELAND
NEW
ZEALAND
TAIWAN
TURKEY
FRANCE
NETHERLANDS
SPAIN
GERMANY
POLAND
SINGAPORE
DENMARK
ITALY
GREECE
SWEDEN
PORTUGAL
ROMANIA
AUSTRIA
BELGIUM
SOUTH
KOREA
SWITZERLAND
RUSSIA
JAPAN
CZECHIA
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE
OCT
2022

79
01:10
01:24
01:04
00:47
00:32
01:34
01:44
01:20
00:51
00:34
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE
OCT
2022

WE ARE SOCIAL
GAMING - NEXT LEVEL ENTREPRENEURSHIP
What we’re seeing?
Gen Z, the side-hustle generation, has always had an eye on making
additional $$$. When it comes to gaming this has been firmly rooted in the
realm of competitions with esports players and streamers carving out
lucrative careers.
But the itch for entrepreneurship is not limited to these communities alone
and Depop spotted this opportunity.
Tapping into the up/reselling trend as well as the Y2K revival, it created a
new expansion pack for The Sims called “High School Years”. Here players
can shop at ThrifTea, dress their Sims in the clothes as well reselling outfits
via a new Sims app called Trendi, where they can earn in-game currency and
flex their entrepreneurial nous by setting prices and promoting listings.
What’s the opportunity?
Brands looking to draw people into virtual worlds should highlight how
users can create value, rather than just consume it. In doing so, Depop is
future-proofing its brand relevance – and also giving users a chance to be
pioneering early adopters in a new economy.
Find out more
To find out how We Are Social can help you craft meaningful and effective
experiences in gaming and esports environments, please contact We Are
Social Gaming.
PARTNER CONTENT

81
25.1%
24.4%
23.4%
21.7%
20.7%
20.3%
20.1%
19.1%
17.9%
16.9%
16.6%
16.5%
15.3%
15.2%
15.2%
15.1%
15.1%
14.1%
13.9%
13.6%
13.4%
12.2%
12.2%
12.1%
11.7%
11.6%
11.5%
11.5%
11.3%
11.1%
10.8%
10.7%
9.4%
9.3%
9.3%
9.2%
8.9%
8.8%
7.3%
7.2%
7.1%
7.1%
6.2%
6.1%
5.8%
4.4%
3.3%
3.2%
2.7%
IRELAND
U.K.
U.S.A.
ITALY
CANADA
SPAIN
CHINA
VIETNAM
TURKEY
AUSTRALIA
MEXICO
NETHERLANDS
SWEDEN
WORLDWIDE
INDIA
DENMARK
HONG
KONG
NEW
ZEALAND
ISRAEL
TAIWAN
FRANCE
AUSTRIA
POLAND
SINGAPORE
GREECE
SWITZERLAND
BELGIUM
BRAZIL
MALAYSIA
U.A.E.
GERMANY
COLOMBIA
PORTUGAL
ROMANIA
SAUDI
ARABIA
INDONESIA
CZECHIA
SOUTH
KOREA
EGYPT
SOUTH
AFRICA
ARGENTINA
PHILIPPINES
RUSSIA
NIGERIA
THAILAND
JAPAN
MOROCCO
KENYA
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
OCT
2022

82
11.7%
18.2% 17.8%
14.6%
11.6%
11.6%
16.7% 17.1%
15.8%
14.8%
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 OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP
OCT
2022

83
64.7%
59.8%
58.0%
55.6%
53.5%
53.5%
51.1%
50.7%
50.7%
49.8%
48.0%
47.3%
47.1%
46.9%
45.9%
45.8%
45.5%
44.3%
44.1%
42.9%
41.6%
40.9%
40.6%
40.4%
39.1%
38.1%
37.7%
37.4%
36.9%
36.5%
35.8%
35.7%
34.2%
33.8%
32.8%
32.1%
32.0%
31.3%
31.3%
31.2%
30.7%
30.6%
30.4%
29.2%
27.6%
25.3%
25.2%
22.6%
20.6%
TAIWAN
HONG
KONG
MALAYSIA
SWITZERLAND
CHINA
SINGAPORE
ARGENTINA
BRAZIL
COLOMBIA
THAILAND
INDIA
MEXICO
AUSTRIA
ITALY
JAPAN
SPAIN
VIETNAM
WORLDWIDE
SWEDEN
PORTUGAL
GREECE
BELGIUM
INDONESIA
GERMANY
PHILIPPINES
TURKEY
ROMANIA
NETHERLANDS
U.A.E.
CZECHIA
ISRAEL
SOUTH
KOREA
AUSTRALIA
FRANCE
SOUTH
AFRICA
GHANA
RUSSIA
NEW
ZEALAND
U.S.A.
KENYA
SAUDI
ARABIA
IRELAND
NIGERIA
U.K.
DENMARK
POLAND
CANADA
EGYPT
MOROCCO
SOURCE: GWI (Q2 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
OCT
2022

84
44.4%
45.8% 45.8%
43.2%
36.5%
43.5%
45.1% 45.6% 45.0%
41.4%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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
OCT
2022

85
52.1%
47.2%
46.6%
46.3%
45.6%
45.1%
44.3%
43.5%
43.1%
42.7%
42.3%
40.9%
40.6%
40.4%
39.7%
38.5%
37.8%
37.5%
37.1%
36.3%
35.3%
34.6%
33.7%
32.9%
32.2%
32.0%
29.9%
29.9%
29.7%
29.7%
29.2%
28.5%
28.0%
27.9%
26.9%
26.8%
26.6%
25.9%
25.6%
24.0%
23.9%
22.8%
22.2%
20.9%
20.5%
20.3%
13.8%
12.6%
11.2%
SOUTH
AFRICA
NETHERLANDS
BRAZIL
SWEDEN
CZECHIA
CANADA
HONG
KONG
NEW
ZEALAND
IRELAND
MALAYSIA
DENMARK
U.K.
AUSTRALIA
POLAND
AUSTRIA
SINGAPORE
U.S.A.
BELGIUM
GERMANY
TURKEY
SPAIN
TAIWAN
ITALY
FRANCE
ISRAEL
SWITZERLAND
NIGERIA
THAILAND
INDIA
INDONESIA
SOUTH
KOREA
WORLDWIDE
MEXICO
GREECE
KENYA
ARGENTINA
VIETNAM
U.A.E.
PHILIPPINES
PORTUGAL
SAUDI
ARABIA
COLOMBIA
GHANA
ROMANIA
CHINA
JAPAN
EGYPT
MOROCCO
RUSSIA
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
OCT
2022

86
21.7%
27.8%
29.7%
31.3%
33.0%
22.7%
28.3%
31.0%
33.8%
35.9%
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
OCT
2022

87
25.8%
25.2%
23.7%
22.4%
22.1%
20.2%
20.1%
19.7%
18.5%
18.2%
17.7%
17.4%
17.2%
16.9%
15.1%
15.0%
14.7%
14.6%
14.1%
13.6%
13.4%
13.3%
13.3%
13.0%
12.6%
12.3%
11.8%
11.5%
11.1%
11.1%
10.9%
10.1%
10.0%
9.7%
9.5%
9.3%
9.1%
8.9%
8.4%
8.0%
7.8%
7.6%
6.7%
6.6%
5.9%
5.5%
5.2%
3.6%
3.6%
TURKEY
ARGENTINA
PHILIPPINES
SOUTH
AFRICA
THAILAND
INDONESIA
BRAZIL
NIGERIA
U.A.E.
NETHERLANDS
VIETNAM
INDIA
SINGAPORE
MALAYSIA
U.S.A.
PORTUGAL
SWITZERLAND
AUSTRALIA
SOUTH
KOREA
COLOMBIA
CANADA
AUSTRIA
HONG
KONG
POLAND
IRELAND
WORLDWIDE
MEXICO
TAIWAN
BELGIUM
SPAIN
CZECHIA
U.K.
NEW
ZEALAND
GERMANY
DENMARK
SWEDEN
KENYA
GREECE
SAUDI
ARABIA
FRANCE
ROMANIA
ITALY
MOROCCO
ISRAEL
EGYPT
JAPAN
CHINA
GHANA
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
OCT
2022

88
8.3%
12.6%
11.1%
7.3%
4.3%
16.0%
17.4%
15.6%
11.3%
8.2%
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 OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
OCT
2022

89
40.6%
37.1%
33.9%
33.7%
31.8%
31.5%
31.0%
29.7%
29.5%
29.5%
28.8%
28.1%
27.3%
27.0%
26.6%
25.5%
25.2%
24.8%
24.4%
24.4%
24.4%
23.3%
23.2%
23.0%
22.7%
22.6%
21.3%
21.1%
21.0%
21.0%
20.9%
20.8%
20.5%
20.4%
20.3%
20.3%
20.3%
18.6%
18.3%
18.0%
17.6%
16.5%
16.2%
15.7%
14.6%
14.0%
13.4%
11.2%
9.8%
COLOMBIA
MEXICO
BRAZIL
NIGERIA
KENYA
ARGENTINA
SOUTH
AFRICA
INDIA
PHILIPPINES
TURKEY
PORTUGAL
U.A.E.
POLAND
GREECE
CHINA
GHANA
WORLDWIDE
GERMANY
IRELAND
SAUDI
ARABIA
VIETNAM
MALAYSIA
ROMANIA
EGYPT
TAIWAN
AUSTRIA
SWITZERLAND
U.K.
ISRAEL
NEW
ZEALAND
AUSTRALIA
SINGAPORE
DENMARK
CANADA
BELGIUM
SPAIN
U.S.A.
HONG
KONG
INDONESIA
NETHERLANDS
SOUTH
KOREA
FRANCE
THAILAND
SWEDEN
MOROCCO
ITALY
CZECHIA
RUSSIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CHECK HEALTH SYMPTOMS ONLINE EACH WEEK
CHECKING HEALTH SYMPTOMS ONLINE
OCT
2022

90
26.4%
29.4% 29.0%
27.7%
24.6%
22.3%
24.6% 24.1%
21.9%
19.9%
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
OCT
2022

91
50.8%
50.6%
49.6%
49.5%
42.8%
42.2%
41.0%
40.2%
40.1%
39.7%
39.5%
39.4%
39.4%
39.1%
39.0%
38.4%
37.9%
37.5%
37.0%
36.7%
36.7%
36.2%
35.4%
35.1%
34.4%
34.4%
33.5%
33.4%
33.0%
33.0%
32.8%
31.9%
31.8%
30.4%
29.5%
29.3%
28.8%
28.4%
28.1%
26.9%
26.1%
25.9%
25.1%
24.9%
24.3%
22.0%
21.2%
18.7%
17.8%
GREECE
SPAIN
PORTUGAL
BRAZIL
SOUTH
AFRICA
FRANCE
ARGENTINA
CANADA
MEXICO
IRELAND
POLAND
BELGIUM
U.S.A.
SINGAPORE
AUSTRIA
GERMANY
U.K.
COLOMBIA
AUSTRALIA
SOUTH
KOREA
SWITZERLAND
MALAYSIA
NEW
ZEALAND
INDONESIA
HONG
KONG
PHILIPPINES
ITALY
DENMARK
CZECHIA
NETHERLANDS
INDIA
WORLDWIDE
ISRAEL
TAIWAN
EGYPT
U.A.E.
VIETNAM
SWEDEN
ROMANIA
TURKEY
SAUDI
ARABIA
THAILAND
RUSSIA
CHINA
JAPAN
MOROCCO
KENYA
NIGERIA
GHANA
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
OCT
2022

92
33.4%
30.6% 31.7%
35.3%
37.9%
29.6% 28.7% 29.3%
33.2%
39.6%
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 ARE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
OCT
2022

93
39.9%
37.9%
37.9%
36.9%
33.9%
33.8%
32.1%
31.0%
30.3%
29.3%
29.1%
28.4%
27.8%
27.4%
26.6%
25.8%
25.7%
25.7%
25.7%
25.1%
25.0%
24.9%
24.7%
24.5%
24.3%
24.2%
24.1%
23.4%
23.2%
22.9%
22.8%
22.4%
22.1%
21.9%
21.5%
20.9%
20.9%
20.9%
20.6%
20.6%
20.1%
19.7%
19.4%
19.4%
17.6%
17.3%
17.1%
13.6%
10.1%
INDIA
INDONESIA
U.A.E.
RUSSIA
SAUDI
ARABIA
MOROCCO
MALAYSIA
TURKEY
VIETNAM
HONG
KONG
SINGAPORE
NIGERIA
AUSTRALIA
WORLDWIDE
SWITZERLAND
AUSTRIA
CHINA
COLOMBIA
EGYPT
PHILIPPINES
U.S.A.
PORTUGAL
CANADA
U.K.
THAILAND
SOUTH
AFRICA
GERMANY
IRELAND
BELGIUM
NETHERLANDS
TAIWAN
SWEDEN
NEW
ZEALAND
ISRAEL
POLAND
CZECHIA
MEXICO
SPAIN
DENMARK
FRANCE
KENYA
ITALY
GHANA
GREECE
ARGENTINA
SOUTH
KOREA
BRAZIL
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
OCT
2022

94
24.7%
27.8%
23.1%
19.7%
14.9%
35.3% 35.1%
29.0%
25.2%
21.5%
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 USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF VIRTUAL PRIVATE NETWORKS
OCT
2022

96
59.3% 75.9% 93.4% 46.0% 54.0%
4.74 +0.7% +4.2% 2H 28M 7.2
BILLION +34 MILLION +190 MILLION YOY: +0.7% (+1 MIN)
90
SOCIAL MEDIA USERS
vs. TOTAL POPULATION
SOCIAL MEDIA USERS
vs. POPULATION AGE 13+
SOCIAL MEDIA USERS
vs. TOTAL INTERNET USERS
FEMALE SOCIAL MEDIA USERS
vs. TOTAL SOCIAL MEDIA USERS
MALE SOCIAL MEDIA USERS
vs. TOTAL SOCIAL MEDIA 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 AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH; U.N.; U.S. CENSUS BUREAU. DATA FOR TIME SPENT AND AVERAGE NUMBER OF
PLATFORMS: GWI (Q2 2022). SEE GWI.COM FOR MORE DETAILS. NOTE: FIGURE FOR “AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH” INCLUDES DATA FOR YOUTUBE. ADVISORY: SOCIAL
MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA
REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS.
GLOBAL OVERVIEW
HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
OVERVIEW OF SOCIAL MEDIA USE
OCT
2022

97
4,137 4,199 4,328 4,475 4,546 4,623 4,655 4,702 4,736
+1.5% +3.1% +3.4% +1.6% +1.7% +0.7% +1.0% +0.7%
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; 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.
GLOBAL OVERVIEW
NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS) AND QUARTER-ON-QUARTER CHANGE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS)
SOCIAL MEDIA USERS OVER TIME
OCT
2022

98
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
59.3%
62.3%
68.2%
72.3%
32.9%
30.3%
66.7%
43.3%
9.4%
8.3%
14.1%
52.9%
70.3%
76.2%
83.7%
83.4%
74.9%
52.1%
71.5%
76.1%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; 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, MOST NOTABLY IN UNDERLYING POPULATION FIGURES. 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.
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
OCT
2022

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
46
51
51
71
53
62
49
59
60
61
59
46
50
47
49
47
49
48
46
54
49
49
29
47
38
51
41
40
39
41
54
50
53
51
53
51
52
54
MALE GLOBAL AVERAGE: 54.0%
FEMALE GLOBAL AVERAGE: 46.0%
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. 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.
GLOBAL OVERVIEW
FEMALE AND MALE ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL SOCIAL MEDIA USERS
SOCIAL MEDIA: AUDIENCE GENDER BALANCE
OCT
2022

100
115.2%
91.7%
91.1%
88.9%
88.2%
86.0%
85.6%
85.2%
84.8%
84.5%
83.5%
83.4%
83.3%
82.8%
82.4%
82.1%
80.9%
80.7%
80.6%
80.5%
80.4%
79.4%
78.9%
78.9%
77.9%
77.8%
77.7%
77.4%
77.3%
77.1%
76.8%
75.5%
75.0%
74.2%
73.3%
72.9%
72.0%
71.6%
67.0%
66.7%
64.7%
60.6%
59.3%
44.8%
44.5%
32.9%
22.7%
21.5%
14.1%
U.A.E.
SOUTH
KOREA
SINGAPORE
HONG
KONG
NETHERLANDS
TAIWAN
CANADA
GERMANY
SPAIN
U.K.
DENMARK
SWITZERLAND
SWEDEN
ARGENTINA
MALAYSIA
AUSTRIA
PORTUGAL
FRANCE
NEW
ZEALAND
BELGIUM
AUSTRALIA
SAUDI
ARABIA
IRELAND
JAPAN
COLOMBIA
TURKEY
PHILIPPINES
ISRAEL
MEXICO
THAILAND
CZECHIA
VIETNAM
U.S.A.
BRAZIL
RUSSIA
ITALY
CHINA
GREECE
ROMANIA
POLAND
INDONESIA
MOROCCO
WORLDWIDE
SOUTH
AFRICA
EGYPT
INDIA
GHANA
KENYA
NIGERIA
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH. NOTE: BASED ON ACTIVE USERS OF THE MOST-USED SOCIAL MEDIA PLATFORM
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
OCT
2022

101
231 NORTH KOREA1
[N/A] [BLOCKED]
230 ERITREA 0.3% 12,300
229 NIGER 2.1% 560,850
228 CENTRAL AFRICAN REPUBLIC 2.4% 132,550
227 CHAD 3.1% 559,250
226 TURKMENISTAN 3.9% 250,700
225 MALAWI 4.4% 893,850
224 SOUTH SUDAN 4.8% 524,950
223 UGANDA 4.9% 2,325,750
222 DEM. REP. OF THE CONGO 5.5% 5,450,000
01 UNITED ARAB EMIRATES 115.2%* 10,900,000
02 QATAR 105.5%* 2,850,000
03 BRUNEI 100.6%* 452,800
04 BAHRAIN 98.3% 1,450,000
05 CAYMAN ISLANDS 96.2% 66,250
06 CYPRUS 95.7% 1,200,000
07 ARUBA 92.1% 98,000
08 SOUTH KOREA 91.7% 47,503,000
09 SAINT KITTS & NEVIS 91.5% 43,650
10 OMAN 91.2% 4,190,000
# HIGHEST ADOPTION % OF POP. № OF USERS # LOWEST ADOPTION % OF POP. № OF USERS
LOWEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
HIGHEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; OCDH. NOTES: BASED ON ACTIVE USERS OF THE MOST-USED SOCIAL MEDIA PLATFORM
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 DETAILS.
COMPARABILITY: SOURCE CHANGES; SIGNIFICANT REVISIONS TO SOURCE BASE DATA AND REPORTING METHODOLOGIES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE HIGHEST AND LOWEST LEVELS OF SOCIAL MEDIA USE vs. POPULATION
RANKING OF SOCIAL MEDIA USE vs. POPULATION
OCT
2022

102
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%
11.2%
28.9%
15.9%
0.6%
4.4%
0.7%
1.1%
0.4%
1.5%
2.7%
4.9%
2.8%
2.1%
3.9%
7.9%
0.6%
3.1%
6.9%
SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; TECHRASA; 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.
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
OCT
2022

103
04:20
03:44
03:44
03:42
03:35
03:23
03:22
03:18
03:17
03:07
02:53
02:50
02:50
02:49
02:47
02:44
02:43
02:34
02:28
02:25
02:23
02:22
02:17
02:17
02:14
02:11
02:10
02:08
02:02
02:01
02:00
01:59
01:59
01:56
01:56
01:56
01:55
01:53
01:52
01:52
01:49
01:46
01:42
01:41
01:39
01:35
01:30
01:11
00:49
NIGERIA
BRAZIL
SOUTH
AFRICA
PHILIPPINES
COLOMBIA
GHANA
KENYA
ARGENTINA
MEXICO
INDONESIA
MOROCCO
SAUDI
ARABIA
U.A.E.
MALAYSIA
TURKEY
INDIA
THAILAND
EGYPT
WORLDWIDE
ROMANIA
VIETNAM
PORTUGAL
ISRAEL
RUSSIA
SINGAPORE
U.S.A.
TAIWAN
SWEDEN
IRELAND
CHINA
AUSTRALIA
CANADA
NEW
ZEALAND
HONG
KONG
POLAND
SPAIN
GREECE
CZECHIA
DENMARK
U.K.
ITALY
FRANCE
SWITZERLAND
GERMANY
BELGIUM
NETHERLANDS
AUSTRIA
SOUTH
KOREA
JAPAN
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
OCT
2022

104
03:10
02:52
02:27
02:04
01:38
02:39 02:39
02:22
01:53
01:25
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
OCT
2022

105
02:30
02:25 02:22 02:24 02:27 02:28 02:29 02:29 02:28
-3.3% -2.1% +1.4% +2.1% +0.7% +0.7% 0% -0.7%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2020 2020 2020 2021 2021 2021 2021 2022 2022
GLOBAL OVERVIEW
OCT
2022

106
41.5%
40.6%
40.3%
39.6%
39.1%
38.9%
38.8%
38.5%
38.3%
38.2%
37.7%
37.3%
36.9%
36.3%
35.5%
35.3%
34.3%
33.5%
33.5%
33.3%
33.1%
33.1%
32.3%
32.2%
31.8%
31.7%
31.6%
31.6%
31.5%
31.0%
30.9%
30.7%
30.5%
30.2%
29.9%
29.9%
29.7%
29.6%
29.5%
29.5%
29.3%
28.7%
26.2%
22.5%
21.7%
INDIA
INDONESIA
SAUDI
ARABIA
MEXICO
U.A.E.
COLOMBIA
CHINA
BRAZIL
PHILIPPINES
TURKEY
VIETNAM
WORLDWIDE
SOUTH
AFRICA
ARGENTINA
SWEDEN
DENMARK
AUSTRALIA
ROMANIA
MALAYSIA
SPAIN
EGYPT
ISRAEL
THAILAND
FRANCE
GERMANY
NEW
ZEALAND
PORTUGAL
GREECE
SINGAPORE
IRELAND
U.K.
U.S.A.
CZECHIA
ITALY
SWITZERLAND
CANADA
POLAND
HONG
KONG
TAIWAN
BELGIUM
RUSSIA
NETHERLANDS
AUSTRIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
SOCIAL MEDIA’S SHARE OF TOTAL ONLINE TIME
OCT
2022

107
41.2% 41.2%
37.3%
34.6%
30.7%
37.2% 38.2%
36.7%
32.3%
27.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET
OCT
2022

108
36.1%
34.9% 34.1% 34.7% 35.3% 35.5% 36.1% 36.4% 37.3%
-3.3% -2.3% +1.7% +1.6% +0.7% +1.7% +1.0% +2.3%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2020 2020 2020 2021 2021 2021 2021 2022 2022
SOURCE: GWI (Q2 2020 TO Q2 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: PERCENTAGE CHANGE
VALUES SHOWN IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
GLOBAL OVERVIEW
TIME SPENT USING SOCIAL MEDIA AS A PERCENTAGE OF TOTAL TIME SPENT USING THE INTERNET BY INTERNET USERS AGED 16 TO 64
OCT
2022

109
47.0%
35.4%
34.6%
30.0%
28.7%
27.0%
26.2%
23.9%
23.8%
23.4%
22.6%
22.1%
21.9%
21.7%
21.2%
20.9%
20.5%
16.5%
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
FILLING SPARE TIME
READING NEWS STORIES
FINDING CONTENT (E.G. ARTICLES, VIDEOS)
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
SHARING AND DISCUSSING OPINIONS WITH OTHERS
WATCHING LIVE STREAMS
MAKING NEW CONTACTS
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
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
GLOBAL OVERVIEW
PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS
MAIN REASONS FOR USING SOCIAL MEDIA
OCT
2022

110
2,934
2,515
2,000
1,386
1,299
1,000
976
700
613
587
582
576
569
544
433
430
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM2
WECHAT1
TIKTOK1
FB MESSENGER2
TELEGRAM1
DOUYIN3
KUAISHOU1
SINA WEIBO1
SNAPCHAT2
QQ1
TWITTER2
PINTEREST1
REDDIT1
*
QUORA1
*
SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) IIMEDIA POLARIS. 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; DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS)
THE WORLD’S MOST-USED SOCIAL PLATFORMS
OCT
2022

111
9.2
8.4
8.3
8.3
8.2
8.0
7.9
7.9
7.8
7.8
7.8
7.5
7.4
7.3
7.2
7.2
7.2
6.9
6.9
6.8
6.8
6.7
6.6
6.6
6.6
6.5
6.3
6.3
6.3
6.2
6.2
6.1
6.1
6.0
6.0
6.0
6.0
5.7
5.7
5.7
5.5
5.5
5.4
5.3
5.3
5.1
4.7
4.7
3.6
INDIA
BRAZIL
U.A.E.
INDONESIA
PHILIPPINES
SAUDI
ARABIA
MEXICO
MALAYSIA
TURKEY
SOUTH
AFRICA
COLOMBIA
EGYPT
THAILAND
VIETNAM
WORLDWIDE
CHINA
SINGAPORE
NIGERIA
ARGENTINA
HONG
KONG
PORTUGAL
GREECE
ROMANIA
IRELAND
U.S.A.
TAIWAN
KENYA
SPAIN
SWEDEN
POLAND
U.K.
AUSTRALIA
ITALY
CANADA
ISRAEL
NEW
ZEALAND
SWITZERLAND
DENMARK
NETHERLANDS
FRANCE
AUSTRIA
RUSSIA
BELGIUM
GERMANY
CZECHIA
MOROCCO
GHANA
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q2 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: WE INCLUDED A CHART WITH A SIMILAR TITLE IN OUR PREVIOUS REPORTS, BUT 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
OCT
2022

112
8.0 8.0
7.2
6.3
5.2
7.8 7.9
7.3
6.3
5.3
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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
OCT
2022

113
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% 72.6% 72.3% 77.4% 50.2% 44.0% 33.3% 49.9% 14.1% 33.7% 31.3%
YOUTUBE USERS 0.9% 78.9% 100% 71.3% 76.5% 47.5% 46.9% 30.6% 51.2% 16.4% 35.9% 31.0%
WHATSAPP USERS 1.3% 80.5% 74.7% 100% 79.0% 48.8% 51.4% 35.2% 50.0% 13.2% 35.2% 32.3%
INSTAGRAM USERS 0.1% 82.9% 75.5% 76.0% 100% 52.2% 49.0% 37.5% 55.8% 15.3% 37.6% 31.6%
TIKTOK USERS 0.1% 83.4% 77.2% 72.8% 81.0% 100% 49.4% 40.3% 57.4% 16.7% 39.9% 30.1%
TELEGRAM USERS 0.1% 81.6% 79.8% 85.5% 84.9% 55.1% 100% 41.0% 60.8% 16.8% 39.7% 37.6%
SNAPCHAT USERS 0.1% 83.6% 77.7% 79.5% 88.1% 61.0% 55.7% 100% 62.3% 22.3% 46.2% 38.8%
TWITTER USERS 0.2% 83.4% 77.5% 75.0% 87.1% 57.8% 54.8% 41.4% 100% 21.3% 41.1% 39.5%
REDDIT USERS 0.1% 80.6% 78.0% 67.8% 81.4% 57.2% 51.7% 50.7% 72.7% 100% 57.2% 51.7%
PINTEREST USERS 0.1% 82.4% 77.5% 77.3% 85.9% 58.7% 52.4% 44.9% 60.2% 24.5% 100% 42.9%
LINKEDIN USERS 0.2% 87.6% 75.5% 81.1% 82.6% 50.6% 56.7% 43.2% 66.1% 25.3% 49.1% 100%
SOURCE: GWI (Q2 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. 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: SURVEY CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
OCT
2022

114
16.1%
14.6%
14.5%
12.4%
5.7%
5.6%
3.5%
2.6%
2.1%
1.9%
1.5%
1.5%
1.4%
1.2%
1.0%
0.9%
WHATSAPP
FACEBOOK
INSTAGRAM
WECHAT
DOUYIN
TIKTOK
TWITTER
FB MESSENGER
TELEGRAM
LINE
KUAISHOU
PINTEREST
SNAPCHAT
QQ
IMESSAGE
LINKEDIN
SOURCE: GWI (Q2 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. 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 AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
OCT
2022

115
WHATSAPP 15.5% 15.2% 17.0% 19.1% 21.7%
FACEBOOK 10.7% 16.3% 17.7% 17.8% 18.2%
INSTAGRAM 22.1% 14.5% 9.6% 6.7% 4.7%
WECHAT 9.1% 12.4% 15.1% 13.7% 13.1%
DOUYIN 4.2% 6.2% 5.9% 5.7% 4.7%
TIKTOK 6.6% 4.7% 4.1% 3.7% 2.5%
TWITTER 4.5% 4.3% 3.7% 4.2% 2.9%
FB MESSENGER 2.2% 2.7% 2.5% 2.3% 2.7%
TELEGRAM 3.0% 2.8% 2.6% 2.1% 1.7%
LINE 0.9% 1.2% 2.0% 2.9% 3.9%
WHATSAPP 13.1% 14.0% 15.4% 17.2% 20.5%
FACEBOOK 7.2% 14.1% 15.7% 16.4% 19.0%
INSTAGRAM 23.2% 17.4% 12.8% 10.4% 7.6%
WECHAT 9.4% 12.7% 15.4% 13.5% 11.0%
DOUYIN 4.2% 6.7% 7.9% 6.3% 4.6%
TIKTOK 11.3% 6.1% 5.0% 4.1% 2.8%
TWITTER 4.7% 2.7% 2.1% 2.2% 2.2%
FB MESSENGER 2.2% 2.7% 2.9% 3.1% 3.4%
TELEGRAM 1.8% 1.7% 1.4% 1.5% 1.4%
LINE 0.9% 1.4% 2.3% 3.5% 4.4%
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 (Q2 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
OCT
2022

116
23.4 HOURS / MONTH
22.9 HOURS / MONTH
19.7 HOURS / MONTH
17.3 HOURS / MONTH
11.7 HOURS / MONTH
11.0 HOURS / MONTH
5.5 HOURS / MONTH
4.0 HOURS / MONTH
3.1 HOURS / MONTH
3.1 HOURS / MONTH
YOUTUBE
TIKTOK
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 APRIL AND 30 JUNE
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 IN Q2 2022, ACCORDING TO DATA.AI
TIME USING SOCIAL APPS: DATA.AI DATA
OCT
2022

117
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
54.4% 54.9% 59.2% 71.0% 64.1%
INSTAGRAM 60.9% 62.3% 50.7% 50.8% 69.7%
LINKEDIN 13.8% 26.9% 29.2% 14.6% 17.7%
PINTEREST 23.6% 38.6% 16.4% 8.9% 16.8%
REDDIT 37.2% 30.7% 34.0% 13.0% 18.4%
SNAPCHAT 36.8% 23.2% 21.9% 35.8% 42.3%
TIKTOK 78.2% 35.1% 32.4% 17.0% 36.5%
TWITTER 36.0% 38.0% 61.2% 23.0% 31.1%
SOURCE: GWI (Q2 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
OCT
2022

118
66.5%
66.0%
65.0%
63.3%
62.1%
61.9%
60.0%
59.6%
59.4%
59.4%
57.6%
57.1%
56.3%
54.7%
54.5%
53.8%
53.5%
53.0%
52.2%
52.0%
49.2%
48.5%
47.7%
47.5%
47.4%
46.8%
45.5%
45.2%
44.1%
43.7%
43.0%
42.3%
42.0%
40.8%
40.6%
39.5%
39.4%
39.0%
38.6%
38.3%
38.3%
38.2%
37.9%
37.5%
36.8%
35.1%
32.9%
29.3%
25.2%
KENYA
BRAZIL
SOUTH
AFRICA
NIGERIA
INDONESIA
PHILIPPINES
GREECE
COLOMBIA
TURKEY
VIETNAM
MEXICO
ARGENTINA
MALAYSIA
THAILAND
ROMANIA
INDIA
PORTUGAL
U.A.E.
POLAND
GHANA
WORLDWIDE
SAUDI
ARABIA
HONG
KONG
SPAIN
ISRAEL
ITALY
CHINA
EGYPT
RUSSIA
TAIWAN
CZECHIA
SINGAPORE
IRELAND
DENMARK
SWEDEN
U.S.A.
SWITZERLAND
AUSTRIA
NEW
ZEALAND
AUSTRALIA
NETHERLANDS
BELGIUM
GERMANY
CANADA
FRANCE
U.K.
MOROCCO
SOUTH
KOREA
JAPAN
SOURCE: GWI (Q2 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 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.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET 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
OCT
2022
OCT
2022

119
56.8% 56.0%
53.7%
48.6%
41.3%
47.7%
49.4%
47.1%
41.6%
34.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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 OF EACH GENDER IN EACH AGE GROUP 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.
GLOBAL OVERVIEW
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO VISIT SOCIAL MEDIA IN ORDER TO TO LEARN ABOUT BRANDS AND SEE THEIR CONTENT
SEEKING OUT BRANDS ON SOCIAL MEDIA
OCT
2022

120
16.3% 15.6% 13.8% 10.4%
75.1% 43.3% 20.6% 16.4%
ANY KIND OF SOCIAL
MEDIA PLATFORM
SOCIAL
NETWORKS
QUESTION & ANSWER
SITES (E.G. QUORA)
FORUMS AND
MESSAGE BOARDS
MESSAGING AND
LIVE CHAT SERVICES
MICRO-BLOGS
(E.G. TWITTER)
VLOGS (BLOGS IN
A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
SOURCE: GWI (Q2 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 FOR “ANY KIND OF SOCIAL
MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS
(E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST).
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
OCT
2022

121
79.2%
73.4%
69.0%
64.9%
62.0%
61.1%
61.0%
60.8%
58.8%
58.6%
57.7%
56.1%
52.6%
52.1%
49.9%
48.2%
47.9%
47.0%
45.1%
45.1%
44.8%
43.5%
43.3%
42.6%
42.3%
40.7%
39.5%
39.2%
38.5%
36.3%
33.6%
33.5%
33.0%
32.8%
32.4%
32.3%
31.1%
30.8%
30.4%
30.0%
29.8%
29.1%
28.6%
27.8%
26.3%
26.2%
25.4%
24.2%
23.3%
KENYA
NIGERIA
GHANA
COLOMBIA
BRAZIL
INDONESIA
MEXICO
ARGENTINA
SOUTH
AFRICA
VIETNAM
SAUDI
ARABIA
PHILIPPINES
TURKEY
EGYPT
MALAYSIA
U.A.E.
INDIA
PORTUGAL
ISRAEL
MOROCCO
THAILAND
GREECE
WORLDWIDE
ROMANIA
RUSSIA
SPAIN
HONG
KONG
TAIWAN
POLAND
CZECHIA
SINGAPORE
CHINA
U.S.A.
ITALY
SWEDEN
AUSTRALIA
IRELAND
NEW
ZEALAND
DENMARK
FRANCE
GERMANY
U.K.
CANADA
AUSTRIA
SWITZERLAND
BELGIUM
JAPAN
SOUTH
KOREA
NETHERLANDS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
OCT
2022

122
51.0%
47.6%
44.3%
37.9%
30.5%
46.7% 46.1%
42.6%
36.0%
29.3%
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 USE SOCIAL NETWORKS TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH
OCT
2022

123
0.80% 0.17% 0.33% 0.10% 0.08%
+21.2% (+14 BPS) -83.2% (-84 BPS) -8.3% (-3 BPS) -37.5% (-6 BPS) -11.1% (-1.0 BPS)
71.64% 9.02% 7.51% 6.52% 3.83%
-0.8% (-55 BPS) +3.7% (+32 BPS) +88.2% (+352 BPS) -20.0% (-163 BPS) -18.3% (-86 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 NUMBER OF WEB PAGE REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL WEB PAGE REFERRALS ORIGINATING FROM THE
AVAILABLE SELECTION OF SOCIAL MEDIA PLATFORMS ON ANY DEVICE IN SEPTEMBER 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
OCT
2022

124
45.1%
28.8%
27.7%
27.4%
26.7%
24.6%
22.0%
21.9%
21.6%
20.6%
20.2%
19.1%
17.4%
17.0%
16.9%
16.8%
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
COMPANIES AND BRANDS YOU PURCHASE FROM
INFLUENCERS OR OTHER EXPERTS
SPORTS PEOPLE AND TEAMS
COMPANIES AND BRANDS YOU’RE CONSIDERING PURCHASING FROM
CONTACTS RELEVANT TO YOUR WORK
COMPANIES RELEVANT TO YOUR WORK
JOURNALISTS OR NEWS COMPANIES
BEAUTY EXPERTS
FITNESS EXPERTS OR ORGANISATIONS
GAMING EXPERTS OR GAMING STUDIOS
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED
OCT
2022

125
46.8%
42.3%
38.7%
36.6%
35.0%
31.1%
30.8%
30.1%
30.0%
29.1%
28.1%
26.3%
26.0%
25.1%
24.9%
24.1%
23.7%
23.7%
23.3%
22.9%
22.8%
22.3%
22.1%
21.9%
21.5%
21.0%
19.8%
19.6%
19.1%
19.1%
19.1%
18.7%
18.6%
18.4%
18.2%
18.2%
17.9%
17.5%
17.2%
17.1%
16.5%
16.0%
15.9%
15.2%
14.5%
11.9%
11.4%
9.6%
7.5%
PHILIPPINES
BRAZIL
NIGERIA
KENYA
SOUTH
AFRICA
INDONESIA
COLOMBIA
ARGENTINA
MEXICO
SAUDI
ARABIA
PORTUGAL
MALAYSIA
SPAIN
U.A.E.
HONG
KONG
IRELAND
INDIA
ITALY
SWEDEN
VIETNAM
NEW
ZEALAND
TAIWAN
EGYPT
WORLDWIDE
POLAND
GHANA
FRANCE
U.S.A.
AUSTRALIA
MOROCCO
SINGAPORE
ROMANIA
THAILAND
DENMARK
AUSTRIA
SWITZERLAND
CANADA
U.K.
GERMANY
SOUTH
KOREA
ISRAEL
BELGIUM
NETHERLANDS
CHINA
CZECHIA
TURKEY
JAPAN
GREECE
RUSSIA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT FOLLOWING INFLUENCERS IS A MAIN REASON FOR USING SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
OCT
2022

126
31.4%
26.7%
22.4%
17.1%
10.8%
24.3%
22.8%
20.1%
15.4%
10.9%
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 SAY THAT FOLLOWING INFLUENCERS IS A MAIN REASON FOR USING SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA
OCT
2022

127
43.4%
43.3%
37.3%
33.3%
33.2%
31.8%
30.9%
30.5%
28.7%
28.0%
27.9%
27.4%
25.9%
25.5%
24.7%
22.4%
22.2%
22.1%
22.1%
20.9%
19.4%
16.9%
16.0%
15.3%
15.1%
14.5%
14.4%
14.2%
14.1%
13.9%
13.6%
13.6%
13.2%
13.1%
13.0%
12.9%
12.8%
12.1%
11.8%
11.7%
11.5%
11.4%
10.2%
10.1%
10.0%
9.8%
9.0%
5.5%
5.5%
KENYA
NIGERIA
SOUTH
AFRICA
PHILIPPINES
COLOMBIA
BRAZIL
GHANA
VIETNAM
INDONESIA
MEXICO
INDIA
U.A.E.
ARGENTINA
TURKEY
MALAYSIA
GREECE
EGYPT
WORLDWIDE
SAUDI
ARABIA
CHINA
SINGAPORE
TAIWAN
MOROCCO
HONG
KONG
IRELAND
THAILAND
PORTUGAL
SPAIN
SWITZERLAND
U.S.A.
CANADA
POLAND
U.K.
NEW
ZEALAND
AUSTRALIA
DENMARK
NETHERLANDS
ROMANIA
RUSSIA
AUSTRIA
ISRAEL
BELGIUM
FRANCE
ITALY
SWEDEN
CZECHIA
GERMANY
JAPAN
SOUTH
KOREA
SOURCE: GWI (Q2 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, “WORK-RELATED
ACTIVITIES” INCLUDE WORK-RELATED NETWORKING AND RESEARCH. COMPARABILITY: WE INCLUDED A CHART WITH A SIMILAR TITLE IN OUR PREVIOUS REPORTS, BUT THE DATA FEATURED ON THOSE
PREVIOUS CHARTS USED A DIFFERENT DEFINITION OF USING SOCIAL MEDIA FOR WORK. FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT WORK-RELATED ACTIVITIES* ARE A MAIN REASON FOR USING SOCIAL MEDIA
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
OCT
2022

128
21.0%
23.3% 23.7%
19.3%
13.8%
21.0%
24.8%
25.7%
22.1%
16.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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, “WORK-RELATED
ACTIVITIES” INCLUDE WORK-RELATED NETWORKING AND RESEARCH. COMPARABILITY: WE INCLUDED A CHART WITH A SIMILAR TITLE IN OUR PREVIOUS REPORTS, BUT THE DATA FEATURED ON THOSE
PREVIOUS CHARTS USED A DIFFERENT DEFINITION OF USING SOCIAL MEDIA FOR WORK. FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO SAY THAT WORK-RELATED ACTIVITIES* ARE A MAIN REASON FOR USING SOCIAL MEDIA
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
OCT
2022

129
58.1%
57.3%
55.9%
53.6%
53.5%
53.1%
51.0%
51.0%
50.1%
47.3%
47.2%
47.0%
46.8%
46.4%
46.0%
45.9%
43.8%
42.3%
41.9%
41.5%
41.3%
38.6%
38.1%
36.1%
35.9%
35.0%
34.9%
34.6%
33.5%
33.2%
32.7%
32.2%
32.0%
31.7%
31.2%
30.0%
28.9%
28.7%
28.4%
27.4%
26.8%
25.8%
25.1%
24.3%
23.2%
22.6%
20.5%
19.9%
17.0%
NIGERIA
BRAZIL
GREECE
POLAND
TURKEY
COLOMBIA
ARGENTINA
KENYA
VIETNAM
ITALY
GHANA
PORTUGAL
MEXICO
PHILIPPINES
CZECHIA
SOUTH
AFRICA
SPAIN
ROMANIA
INDONESIA
MALAYSIA
RUSSIA
THAILAND
AUSTRIA
SINGAPORE
GERMANY
U.A.E.
INDIA
WORLDWIDE
IRELAND
SWITZERLAND
NETHERLANDS
SWEDEN
HONG
KONG
BELGIUM
FRANCE
DENMARK
TAIWAN
CANADA
SAUDI
ARABIA
NEW
ZEALAND
U.K.
U.S.A.
AUSTRALIA
CHINA
ISRAEL
EGYPT
JAPAN
MOROCCO
SOUTH
KOREA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET 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
OCT
2022

130
31.5%
34.5%
36.5% 36.6% 35.9%
30.9%
35.0%
36.7% 36.6%
34.8%
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 SAY THAT READING NEWS STORIES IS A MAIN REASON FOR USING SOCIAL MEDIA
SOCIAL MEDIA AS A SOURCE OF NEWS
OCT
2022

132
57.8% 47.0% 67.1% 70.8%
2.93 36.7% -0.1% +1.3%
BILLION -2 MILLION +39 MILLION
90
TOTAL FACEBOOK MAU
TOTAL FACEBOOK MAU
vs. POPULATION AGED 13+
FACEBOOK DAILY ACTIVE USERS
vs. MONTHLY ACTIVE USERS
FACEBOOK ADVERTISING REACH
vs. TOTAL FACEBOOK MAU
TOTAL MONTHLY ACTIVE
FACEBOOK USERS (MAU)
TOTAL FACEBOOK MAU
QUARTER-ON-QUARTER CHANGE
IN TOTAL FACEBOOK MAU
YEAR-ON-YEAR CHANGE
IN TOTAL FACEBOOK MAU
SOURCES: META’S INVESTOR EARNINGS ANNOUNCEMENTS AND ADVERTISING RESOURCES; KEPIOS ANALYSIS. COMPARABILITY: USER FIGURES SHOWN ON THIS CHART REPRESENT MONTHLY ACTIVE
USERS, AND ARE DIFFERENT TO THE FACEBOOK ADVERTISING AUDIENCE REACH FIGURES SHOWN ELSEWHERE IN THIS REPORT. SEE NOTES ON DATA FOR MORE DETAILS ON WHY ADVERTISING REACH DOES
NOT EQUATE TO THE TOTAL MAU FIGURE.
GLOBAL OVERVIEW
FACEBOOK’S TOTAL MONTHLY ACTIVE USER BASE, BASED ON DATA PUBLISHED IN THE COMPANY’S INVESTOR EARNINGS REPORTS
FACEBOOK: MONTHLY ACTIVE USERS
OCT
2022

133
2,701 2,740 2,797 2,853 2,895 2,910 2,912 2,936 2,934
+1.4% +2.1% +2.0% +1.5% +0.5% +0.1% +0.8% -0.1%
JUL OCT JAN APR JUL OCT JAN APR JUL
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS.
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS), AND RELATIVE CHANGE OVER TIME
FACEBOOK MONTHLY ACTIVE USERS
OCT
2022

134
41.0% 33.3% 43.6% 56.4%
2.08 26.0% -4.1% -8.7%
BILLION -89 MILLION -198 MILLION
90
FACEBOOK AD REACH
FACEBOOK AD REACH
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
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.
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
OCT
2022

135
2,137 2,184 2,212 2,252 2,276
2,109 2,141 2,168
2,079
+2.2% +1.2% +1.8% +1.1% -7.3% +1.5% +1.2% -4.1%
2020 2021 2021 2021 2021 2022 2022 2022 2022
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. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS
REPORTS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
FACEBOOK ADVERTISING REACH
OCT
2022
SIGNIFICANT
BASE
DATA
REVISIONS
SIGNIFICANT
BASE
DATA
REVISIONS

136
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
1.0%
18.7%
2.4%
21.2%
0.3%
5.0%
1.3%
1.9%
0.7%
2.5%
4.8%
2.9%
3.3%
2.7%
3.7%
12.1%
0.6%
5.4%
9.6%
SOURCE: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT MATCH THE TOTAL ACTIVE USER BASE.
COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
OCT
2022

137
2.3%
9.1%
12.2%
8.3%
5.3%
3.6%
2.9%
3.0%
13.0%
17.6%
10.7%
6.0%
3.4%
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
FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
OCT
2022

138
99.4%
98.3%
88.0%
87.0%
82.8%
80.4%
77.3%
77.2%
76.5%
70.0%
68.9%
68.3%
68.1%
65.8%
65.3%
65.3%
64.9%
64.2%
63.9%
62.9%
62.9%
62.6%
60.7%
59.7%
58.9%
57.2%
56.7%
56.1%
55.2%
54.1%
53.4%
53.2%
53.1%
51.1%
49.5%
46.9%
41.9%
41.4%
40.9%
34.1%
33.3%
29.5%
28.7%
28.1%
21.1%
18.4%
13.8%
0.1%
PHILIPPINES
U.A.E.
VIETNAM
MEXICO
COLOMBIA
THAILAND
TAIWAN
ARGENTINA
MALAYSIA
NEW
ZEALAND
DENMARK
AUSTRALIA
ISRAEL
MOROCCO
PORTUGAL
SWEDEN
HONG
KONG
SINGAPORE
BELGIUM
CANADA
BRAZIL
U.S.A.
U.K.
IRELAND
INDONESIA
ROMANIA
EGYPT
FRANCE
GREECE
CZECHIA
NETHERLANDS
ITALY
SOUTH
AFRICA
POLAND
TURKEY
SPAIN
SAUDI
ARABIA
SWITZERLAND
AUSTRIA
GERMANY
WORLDWIDE
INDIA
GHANA
KENYA
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
OCT
2022

139
01 INDIA 327,650,000 29.5%
02 UNITED STATES OF AMERICA 179,350,000 62.6%
03 INDONESIA 127,100,000 58.9%
04 BRAZIL 111,900,000 62.9%
05 MEXICO 87,750,000 87.0%
06 PHILIPPINES 84,900,000 99.4%
07 VIETNAM 69,650,000 88.0%
08 THAILAND 50,050,000 80.4%
09 BANGLADESH 46,900,000 35.2%
10 EGYPT 44,800,000 56.7%
11 PAKISTAN 41,250,000 25.6%
12 COLOMBIA 35,050,000 82.8%
13 UNITED KINGDOM 34,850,000 60.7%
14 TURKEY 33,750,000 49.5%
15 FRANCE 30,950,000 56.1%
16 ARGENTINA 28,150,000 77.2%
17 ITALY 28,100,000 53.2%
18= GERMANY 25,000,000 34.1%
18= NIGERIA 25,000,000 18.4%
20= PERU 23,950,000 90.5%
20= SOUTH AFRICA 23,950,000 53.1%
22 ALGERIA 22,650,000 69.0%
# 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.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
OCT
2022

140
11 VIETNAM 88.0% 69,650,000
12 MEXICO 87.0% 87,750,000
13 ARUBA 85.8% 78,800
14 GREENLAND 85.2% 39,400
15 COLOMBIA 82.8% 35,050,000
16 BOLIVIA 82.5% 7,400,000
17 FAROE ISLANDS 81.3% 35,450
18 THAILAND 80.4% 50,050,000
20 ICELAND 78.7% 247,250
01 LIBYA 105.5% 5,450,000
02 PHILIPPINES 99.4% 84,900,000
03 MONGOLIA 98.9% 2,400,000
04 UNITED ARAB EMIRATES 98.3% 8,050,000
05 QATAR 92.5% 2,150,000
06 CAMBODIA 91.0% 11,450,000
07 PERU 90.5% 23,950,000
08 ECUADOR 89.7% 12,600,000
09 TONGA 89.0% 66,750
10 GEORGIA 88.7% 2,700,000
# 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
OCT
2022

141
43.7% 56.3% 49.7% 50.3% 44.5% 55.5% 48.7% 51.3% 37.6% 62.4%
1.25 733.1 495.7 313.6 697.1
BILLION MILLION MILLION MILLION MILLION
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
FACEBOOK STORIES
POTENTIAL AUDIENCE THAT
MARKETERS CAN REACH
WITH ADS IN FACEBOOK
SEARCH RESULTS
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
FACEBOOK MARKETPLACE
POTENTIAL AUDIENCE THAT
MARKETERS CAN REACH
WITH ADS IN FACEBOOK
INSTANT ARTICLES
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
FACEBOOK REELS
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON FACEBOOK
FACEBOOK AD AUDIENCE BY PLACEMENT TYPE
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON FACEBOOK
FACEBOOK AD AUDIENCE BY PLACEMENT TYPE
OCT
2022

142
1.68 28.8% 17.1% 52.4% 1.8%
AVERAGE NUMBER OF
PAGE POSTS PER DAY
PHOTO POSTS’ SHARE
OF TOTAL PAGE POSTS
VIDEO POSTS’ SHARE
OF TOTAL PAGE POSTS
LINK POSTS’ SHARE
OF TOTAL PAGE POSTS
STATUS POSTS’ SHARE
OF TOTAL PAGE POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 JUNE 2022 AND 31 AUGUST 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH
DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
OCT
2022

143
0.07% 0.12% 0.08% 0.04% 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 JUNE 2022 AND 31 AUGUST 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
OCT
2022

144
0.31% 0.21% 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 JUNE 2022 AND 31 AUGUST 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
OCT
2022

146
2.06 36.8% 45.7% 54.3%
BILLION
2.51 31.5% 49.6% +9.8%
BILLION +224 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
OCT
2022

147
6.1%
8.7%
7.7%
5.6%
4.3%
5.0%
8.7%
11.8%
9.0%
6.3%
4.3% 4.3%
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; 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. COMPARABILITY: SOURCE DATA REVISIONS. VALUES
MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
YOUTUBE: ADVERTISING AUDIENCE PROFILE
OCT
2022

148
98.3%
92.5%
91.7%
91.7%
91.0%
90.9%
90.7%
90.7%
90.2%
90.1%
90.0%
89.4%
89.0%
88.9%
87.6%
87.4%
87.3%
86.7%
86.7%
86.5%
86.4%
83.9%
78.6%
77.9%
77.4%
76.5%
75.5%
73.5%
73.4%
71.7%
71.6%
70.8%
69.4%
68.1%
68.0%
62.1%
61.9%
60.0%
55.3%
54.0%
50.4%
36.8%
36.5%
24.6%
24.1%
U.A.E.
NETHERLANDS
SOUTH
KOREA
U.K.
SAUDI
ARABIA
HONG
KONG
CANADA
ISRAEL
SWEDEN
DENMARK
GERMANY
SPAIN
SWITZERLAND
FRANCE
NEW
ZEALAND
IRELAND
BELGIUM
AUSTRIA
TAIWAN
AUSTRALIA
SINGAPORE
JAPAN
MALAYSIA
U.S.A.
ARGENTINA
ITALY
GREECE
TURKEY
PORTUGAL
ROMANIA
POLAND
BRAZIL
MEXICO
VIETNAM
MOROCCO
COLOMBIA
THAILAND
PHILIPPINES
INDONESIA
SOUTH
AFRICA
EGYPT
WORLDWIDE
INDIA
NIGERIA
KENYA
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, 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
YOUTUBE’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
YOUTUBE ADVERTISING: REACH RATE AGE 18+
OCT
2022

149
11 UNITED KINGDOM 57,100,000 91.7%
12 PHILIPPINES 56,500,000 60.0%
13 FRANCE 52,200,000 88.9%
14 SOUTH KOREA 46,100,000 91.7%
15 EGYPT 45,900,000 50.4%
16 THAILAND 43,100,000 61.9%
17 ITALY 43,000,000 76.5%
18 SPAIN 40,300,000 89.4%
19 BANGLADESH 34,400,000 23.4%
20 CANADA 33,000,000 90.7%
01 INDIA 467,000,000 36.5%
03 INDONESIA 139,000,000 55.3%
04 BRAZIL 138,000,000 70.8%
05 JAPAN 97,200,000 83.9%
06 MEXICO 80,200,000 69.4%
07 PAKISTAN 71,700,000 39.4%
08 GERMANY 71,000,000 90.0%
09 VIETNAM 62,500,000 68.1%
10 TURKEY 57,700,000 73.5%
# 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 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 YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING
OCT
2022

150
11 SAUDI ARABIA 91.0% 29,000,000
12 HONG KONG 90.9% 6,660,000
13 CANADA 90.7% 33,000,000
14 ISRAEL 90.7% 7,020,000
15 SWEDEN 90.2% 8,680,000
16 DENMARK 90.1% 4,920,000
17 GERMANY 90.0% 71,000,000
18 FINLAND 89.7% 4,670,000
19 SPAIN 89.4% 40,300,000
20 SWITZERLAND 89.0% 7,300,000
01 LEBANON 109.5% 4,930,000
02 BAHRAIN 108.6% 1,450,000
03 OMAN 107.7% 4,190,000
04 QATAR 102.8% 2,620,000
06 NETHERLANDS 92.5% 15,500,000
07 NORWAY 92.1% 4,610,000
08 SOUTH KOREA 91.7% 46,100,000
09 UNITED KINGDOM 91.7% 57,100,000
10 KUWAIT 91.1% 3,580,000
# 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
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE YOUTUBE ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
YOUTUBE AD REACH RATE RANKING
OCT
2022

151
1 SONG 100
2 MOVIE 62
3 VIDEO 39
4 SONGS 36
5 DJ 21
6 FILM 18
7 MUSIC 17
8 CARTOON CARTOON 16
9 CARTOON 15
10 STATUS 15
11 GANA 14
12 NEW SONG 14
13 MOVIES 13
14 HINDI MOVIE 13
15 KARAOKE 12
16 TIKTOK 12
17 NEWS 12
18 COMEDY 10
19 MINECRAFT 9
20 ASMR 8
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JULY 2022 AND 30 SEPTEMBER 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 JULY 2022 AND 30 SEPTEMBER 2022
TOP YOUTUBE SEARCHES
OCT
2022

153
27.3% 22.2% 47.8% 52.2%
1.39 17.3% -3.8% -0.5%
BILLION -54 MILLION -7.5 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
OCT
2022

154
1,158
1,221
1,287
1,386 1,393
1,478 1,452 1,440
1,386
+5.4% +5.4% +7.7% +0.5% +6.1% -1.8% -0.8% -3.8%
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH
REPORTS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
INSTAGRAM ADVERTISING REACH
OCT
2022
BASE
DATA
REVISIONS
SIGNIFICANT
BASE
DATA
REVISIONS
IMPACT
OF
SANCTIONS
ON
RUSSIA

155
4.0%
13.5% 13.9%
7.9%
4.5%
2.4%
1.4%
4.7%
17.1%
16.5%
7.5%
3.8%
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
GLOBAL OVERVIEW
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
INSTAGRAM: ADVERTISING AUDIENCE PROFILE
OCT
2022

156
76.0%
66.5%
65.9%
65.3%
65.3%
60.4%
59.3%
57.3%
54.5%
53.9%
53.1%
52.9%
52.1%
51.9%
51.6%
51.5%
51.4%
51.1%
50.7%
49.4%
48.4%
47.5%
47.4%
47.3%
46.4%
45.0%
43.4%
43.3%
42.8%
41.9%
39.0%
38.5%
37.7%
32.7%
30.5%
29.8%
28.7%
22.4%
22.2%
21.6%
20.5%
13.6%
13.1%
8.2%
6.6%
6.1%
0.2%
TURKEY
ARGENTINA
BRAZIL
U.A.E.
SWEDEN
PORTUGAL
ISRAEL
IRELAND
AUSTRALIA
SPAIN
DENMARK
MALAYSIA
SINGAPORE
U.K.
NEW
ZEALAND
NETHERLANDS
U.S.A.
ITALY
HONG
KONG
CANADA
TAIWAN
BELGIUM
SAUDI
ARABIA
SWITZERLAND
GREECE
FRANCE
INDONESIA
COLOMBIA
SOUTH
KOREA
JAPAN
AUSTRIA
GERMANY
MEXICO
MOROCCO
POLAND
ROMANIA
THAILAND
INDIA
WORLDWIDE
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
OCT
2022

157
11 FRANCE 24,800,000 45.0%
12 ARGENTINA 24,250,000 66.5%
13 SPAIN 22,650,000 53.9%
14 SOUTH KOREA 20,000,000 42.8%
15 PHILIPPINES 18,400,000 21.6%
16 COLOMBIA 18,350,000 43.3%
17 THAILAND 17,850,000 28.7%
18 CANADA 16,500,000 49.4%
19 EGYPT 16,200,000 20.5%
20 IRAQ 15,000,000 50.2%
01 INDIA 248,650,000 22.4%
03 BRAZIL 117,300,000 65.9%
04 INDONESIA 93,600,000 43.4%
05 TURKEY 51,850,000 76.0%
06 JAPAN 46,800,000 41.9%
07 MEXICO 38,000,000 37.7%
08 UNITED KINGDOM 29,800,000 51.9%
09 GERMANY 28,200,000 38.5%
10 ITALY 27,000,000 51.1%
# 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
OCT
2022

158
11 GUAM 66.6% 88,600
12 ARGENTINA 66.5% 24,250,000
13 ICELAND 66.1% 207,700
14 BRAZIL 65.9% 117,300,000
16 SWEDEN 65.3% 5,850,000
17 BARBADOS 65.2% 157,350
18 KUWAIT 61.2% 2,150,000
19 PORTUGAL 60.4% 5,500,000
20 NORWAY 60.0% 2,800,000
01 BRUNEI 78.1% 284,150
02 KAZAKHSTAN 76.5% 11,000,000
03 BAHRAIN 76.2% 926,550
04 TURKEY 76.0% 51,850,000
05 CYPRUS 73.1% 789,300
06 MONTENEGRO 72.1% 381,950
08 CHILE 69.1% 11,400,000
09 URUGUAY 68.1% 1,950,000
10 PANAMA 67.3% 2,300,000
# 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
OCT
2022

159
48.0% 52.0% 50.0% 50.0% 50.0% 50.0% 45.0% 55.0% 56.1% 43.9%
1.32 996.0 713.2 758.5 251.8
BILLION MILLION MILLION MILLION MILLION
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
THE INSTAGRAM FEED
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
INSTAGRAM STORIES
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN THE
INSTAGRAM EXPLORE TAB
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
INSTAGRAM REELS
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
INSTAGRAM SHOP
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON INSTAGRAM
INSTAGRAM AD AUDIENCE BY PLACEMENT TYPE
OCT
2022

160
+0.98% 1.71 48.9% 31.8% 19.3%
AVERAGE MONTHLY
GROWTH IN
ACCOUNT FOLLOWERS
AVERAGE NUMBER
OF MAIN FEED
POSTS PER DAY
PHOTO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
VIDEO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
CAROUSEL POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 JUNE 2022 AND 31 AUGUST 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM
BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
OCT
2022

161
0.54% 0.46% 0.61% 0.62%
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 JUNE 2022 AND 31 AUGUST 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
OCT
2022

162
0.76% 0.63% 0.49%
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 JUNE 2022 AND 31 AUGUST 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
OCT
2022

164
18.6% 16.9% 53.1% 46.9%
945.2 11.8% [N/A] +14.6%
MILLION [BASE REVISIONS] +121 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 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 AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
OCT
2022

165
19.4%
17.5%
8.8%
4.4%
3.1%
17.1%
15.7%
7.9%
3.8%
2.4%
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.
GLOBAL OVERVIEW
SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
TIKTOK: ADVERTISING AUDIENCE PROFILE
OCT
2022

166
105.5%
75.2%
70.8%
70.6%
57.9%
56.1%
55.6%
52.7%
50.1%
49.9%
48.0%
47.4%
47.1%
45.1%
43.0%
42.2%
41.4%
41.1%
40.7%
40.0%
38.6%
38.5%
38.2%
36.1%
35.7%
35.2%
34.6%
33.4%
33.2%
33.0%
32.7%
29.8%
28.4%
27.9%
27.4%
27.4%
26.2%
26.0%
21.4%
17.7%
16.9%
13.6%
U.A.E.
MALAYSIA
VIETNAM
THAILAND
PHILIPPINES
SAUDI
ARABIA
ISRAEL
IRELAND
TURKEY
RUSSIA
SINGAPORE
COLOMBIA
BRAZIL
ARGENTINA
MEXICO
ROMANIA
U.S.A.
AUSTRALIA
NEW
ZEALAND
SPAIN
SWEDEN
NETHERLANDS
FRANCE
INDONESIA
BELGIUM
PORTUGAL
GREECE
EGYPT
U.K.
ITALY
MOROCCO
CANADA
SWITZERLAND
AUSTRIA
POLAND
DENMARK
TAIWAN
SOUTH
AFRICA
GERMANY
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. VALUES MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT
GLOBAL OVERVIEW
TIKTOK’S POTENTIAL REACH AMONGST AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+
TIKTOK ADVERTISING: REACH RATE AGE 18+
OCT
2022

167
11 EGYPT 22,961,500 33.4%
12 FRANCE 19,542,000 38.2%
13 JAPAN 18,815,500 17.7%
14 MALAYSIA 18,579,500 75.2%
15 COLOMBIA 18,245,500 47.4%
16 UNITED KINGDOM 17,720,500 33.2%
17 ITALY 16,476,000 33.0%
18 PAKISTAN 15,898,000 11.8%
19 SPAIN 15,792,500 40.0%
20 PERU 15,366,000 65.5%
02 BRAZIL 76,560,500 47.1%
03 INDONESIA 69,576,000 36.1%
04 RUSSIAN FEDERATION 57,149,000 49.9%
05 VIETNAM 51,109,500 70.8%
06 PHILIPPINES 42,896,000 57.9%
07 THAILAND 41,027,000 70.6%
08 MEXICO 38,667,000 43.0%
09 TURKEY 30,957,000 50.1%
10 IRAQ 23,024,000 92.0%
# 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, 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 TIKTOK ADVERTISING AUDIENCES AGED 18+
TIKTOK AD REACH RANKING
OCT
2022

168
11 THAILAND 70.6% 41,027,000
12 CHILE 68.7% 10,510,000
13 JORDAN 67.6% 4,730,500
14 CAMBODIA 67.2% 7,408,000
15 PERU 65.5% 15,366,000
16 PHILIPPINES 57.9% 42,896,000
17 OMAN 57.7% 1,838,000
18 SAUDI ARABIA 56.1% 14,253,500
19 ISRAEL 55.6% 3,391,500
20 IRELAND 52.7% 2,027,000
02 KUWAIT 101.0% 3,271,500
03 QATAR 94.3% 2,090,500
04 IRAQ 92.0% 23,024,000
05 BAHRAIN 80.9% 911,000
06 LEBANON 76.8% 2,809,500
07 MALAYSIA 75.2% 18,579,500
08 KAZAKHSTAN 72.4% 9,264,500
09 ECUADOR 71.8% 8,954,000
10 VIETNAM 70.8% 51,109,500
# 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, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
TIKTOK AD REACH RATE RANKING
OCT
2022

170
19.2% 15.6% 44.7% 55.3%
975.9 12.2% -2.4% -10.4%
MILLION -24 MILLION -113 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
OCT
2022

171
2.2%
9.5%
13.1%
8.7%
5.5%
3.4%
2.0%
2.8%
13.0%
18.9%
10.7%
5.5%
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
GLOBAL OVERVIEW
SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
OCT
2022

172
68.6%
66.5%
63.9%
62.0%
61.9%
59.7%
58.6%
55.8%
51.9%
51.6%
51.0%
50.3%
48.6%
47.0%
46.1%
45.3%
45.2%
43.8%
42.5%
42.3%
39.3%
36.3%
35.7%
33.6%
31.3%
30.8%
29.4%
28.6%
26.9%
24.9%
24.1%
22.0%
19.8%
15.6%
13.1%
11.7%
10.9%
8.7%
5.3%
5.2%
4.4%
3.0%
2.4%
2.4%
2.2%
2.1%
0.0%
VIETNAM
U.A.E.
PHILIPPINES
DENMARK
NEW
ZEALAND
MEXICO
THAILAND
SWEDEN
BELGIUM
PORTUGAL
TAIWAN
COLOMBIA
GREECE
U.K.
ROMANIA
IRELAND
POLAND
EGYPT
ISRAEL
MALAYSIA
ARGENTINA
SINGAPORE
BRAZIL
ITALY
HONG
KONG
NETHERLANDS
SAUDI
ARABIA
MOROCCO
SWITZERLAND
AUSTRIA
TURKEY
SPAIN
GERMANY
WORLDWIDE
INDONESIA
SOUTH
AFRICA
INDIA
SOUTH
KOREA
KENYA
JAPAN
GHANA
NIGERIA
AUSTRALIA*
U.S.A.*
FRANCE*
CANADA*
CHINA
SOURCES: META’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN COUNTRIES IDENTIFIED BY (*), WHICH MAY IMPACT POTENTIAL
REACH. VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES MAY EXCEED 100% DUE
GLOBAL OVERVIEW
POTENTIAL REACH OF FACEBOOK MESSENGER ADS COMPARED WITH POPULATION AGED 13+
MESSENGER ADVERTISING: ‘ELIGIBLE’ REACH RATE
OCT
2022

173
11 COLOMBIA 21,300,000 50.3%
12 ITALY 17,750,000 33.6%
13 TURKEY 16,400,000 24.1%
14 POLAND 16,000,000 45.2%
15 IRAQ 15,900,000 53.2%
16 GERMANY 14,500,000 19.8%
17 ALGERIA 14,450,000 44.0%
18 ARGENTINA 14,350,000 39.3%
19 PERU 13,700,000 51.8%
20 PAKISTAN 12,500,000 7.8%
01 INDIA 120,650,000 10.9%
02 BRAZIL 63,550,000 35.7%
03 MEXICO 60,200,000 59.7%
04 PHILIPPINES 54,600,000 63.9%
05 VIETNAM 54,300,000 68.6%
06 THAILAND 36,450,000 58.6%
07 EGYPT 34,600,000 43.8%
08 INDONESIA 28,300,000 13.1%
09 UNITED KINGDOM 27,000,000 47.0%
10 BANGLADESH 21,850,000 16.4%
# 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
OCT
2022

174
12 PALESTINE 66.2% 2,300,000
13 CYPRUS 64.3% 694,300
14 GUAM 64.1% 85,200
15 PHILIPPINES 63.9% 54,600,000
16 BHUTAN 63.6% 404,700
17 FIJI 63.3% 443,250
18 LITHUANIA 63.2% 1,500,000
19 ARUBA 63.0% 57,900
20 NORWAY 62.1% 2,900,000
01 MONGOLIA 84.5% 2,050,000
02 LIBYA 80.3% 4,150,000
03 GREENLAND 76.4% 35,350
04 FAROE ISLANDS 76.1% 33,200
05 GEORGIA 75.6% 2,300,000
06 ICELAND 72.1% 226,600
07 TONGA 70.9% 53,200
08 VIETNAM 68.6% 54,300,000
09 MALTA 66.9% 315,900
10 QATAR 66.7% 1,550,000
# 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
OCT
2022

176
16.9% 15.3% 43.8% 56.2%
857.1 10.7% +0.9% +8.4%
MILLION +7.5 MILLION +67 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
OCT
2022

177
727 728 746 768 790 808 828 850 857
+0.1% +2.5% +3.0% +2.9% +2.3% +2.4% +2.6% +0.9%
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT.
ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER
TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON LINKEDIN (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
LINKEDIN ADVERTISING REACH
OCT
2022

178
9.3%
24.4%
7.8%
1.0%
11.5%
33.1%
11.1%
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. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF LINKEDIN’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
LINKEDIN: ADVERTISING AUDIENCE PROFILE
OCT
2022

179
80.6%
71.8%
70.2%
70.0%
67.6%
67.1%
63.7%
63.3%
63.3%
62.0%
55.2%
52.9%
49.3%
48.9%
47.7%
42.0%
40.5%
37.7%
35.7%
34.0%
30.3%
28.6%
27.6%
27.5%
25.7%
25.1%
23.2%
21.8%
21.1%
21.0%
20.2%
17.5%
15.6%
15.3%
15.2%
14.3%
11.4%
11.0%
11.0%
10.9%
9.7%
7.6%
6.7%
6.5%
6.5%
4.4%
3.1%
U.A.E.
U.S.A.
SINGAPORE
NETHERLANDS
IRELAND
CANADA
U.K.
DENMARK
AUSTRALIA
NEW
ZEALAND
SWEDEN
SWITZERLAND
BELGIUM
FRANCE
PORTUGAL
HONG
KONG
SPAIN
ISRAEL
BRAZIL
ITALY
ARGENTINA
COLOMBIA
SAUDI
ARABIA
MALAYSIA
AUSTRIA
SOUTH
AFRICA
GREECE
ROMANIA
MEXICO
TURKEY
GERMANY
PHILIPPINES
POLAND
WORLDWIDE
MOROCCO
TAIWAN
INDONESIA
KENYA
GHANA
EGYPT
INDIA
SOUTH
KOREA
THAILAND
NIGERIA
VIETNAM
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
GLOBAL OVERVIEW
POTENTIAL REACH OF LINKEDIN ADS COMPARED WITH POPULATION AGED 18+
LINKEDIN ADVERTISING: ‘ELIGIBLE’ REACH RATE
OCT
2022

180
11 SPAIN 16,000,000 40.5%
12 GERMANY 14,000,000 20.2%
13= AUSTRALIA 13,000,000 63.3%
13= PHILIPPINES 13,000,000 17.5%
13= TURKEY 13,000,000 21.0%
16 COLOMBIA 11,000,000 28.6%
17= ARGENTINA 10,000,000 30.3%
17= NETHERLANDS 10,000,000 70.0%
17= SOUTH AFRICA 10,000,000 25.1%
20 PAKISTAN 8,900,000 6.6%
02 INDIA 95,000,000 9.7%
03 BRAZIL 58,000,000 35.7%
04 CHINA 50,000,000 4.4%
05 UNITED KINGDOM 34,000,000 63.7%
06 FRANCE 25,000,000 48.9%
07 INDONESIA 22,000,000 11.4%
08 CANADA 21,000,000 67.1%
09 MEXICO 19,000,000 21.1%
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, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING
OCT
2022

181
11 ARUBA 67.2% 57,000
12 CANADA 67.1% 21,000,000
13 LUXEMBOURG 64.6% 340,000
14 UNITED KINGDOM 63.7% 34,000,000
15 DENMARK 63.3% 3,000,000
16 AUSTRALIA 63.3% 13,000,000
17 NEW ZEALAND 62.0% 2,500,000
18 GUAM 61.4% 73,000
19 GUERNSEY 58.9% 30,000
20 MALTA 57.7% 260,000
01 BERMUDA 100.6% 53,000
03 ICELAND 89.5% 260,000
04 U.S. VIRGIN ISLANDS 83.3% 64,000
05 ANDORRA 83.3% 56,000
07 UNITED STATES OF AMERICA 71.8% 190,000,000
08 SINGAPORE 70.2% 3,600,000
09 NETHERLANDS 70.0% 10,000,000
10 IRELAND 67.6% 2,600,000
# 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, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE LINKEDIN ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+
LINKEDIN ELIGIBLE AD REACH RATE RANKING
OCT
2022

183
238
249
265
280
293
306
319
332
347
+4.6% +6.4% +5.7% +4.6% +4.4% +4.2% +4.1% +4.5%
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: SNAPCHAT COMPANY ANNOUNCEMENTS. COMPARABILITY: SNAP’S EARNINGS ANNOUNCEMENTS REPORT DAILY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING RESOURCES REPORT
FIGURES THAT ARE BASED ON MONTHLY ACTIVE USERS.
GLOBAL OVERVIEW
AVERAGE DAILY ACTIVE SNAPCHAT USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
SNAPCHAT DAILY ACTIVE USERS
OCT
2022

184
11.4% 9.2% 51.1% 47.8%
575.7 7.2% -6.7% +7.0%
MILLION -41 MILLION +38 MILLION
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”. 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 SNAPCHAT
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
OCT
2022

185
433
498
528 514
538
557
589
617
576
+15.0% +6.0% -2.7% +4.7% +3.5% +5.8% +4.7% -6.7%
2020 2021 2021 2021 2021 2022 2022 2022 2022
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.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON SNAPCHAT (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
SNAPCHAT ADVERTISING REACH
OCT
2022

186
10.9%
18.4%
11.2%
8.2%
2.5%
9.4%
20.5%
11.6%
5.4%
1.2%
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”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. COMPARABILITY: SOURCE DATA REVISIONS. VALUES
MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF SNAPCHAT’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
SNAPCHAT: ADVERTISING AUDIENCE PROFILE
OCT
2022

187
72.9%
52.2%
48.9%
48.0%
45.3%
44.0%
41.0%
37.7%
37.3%
36.0%
33.7%
32.1%
32.1%
30.0%
29.6%
22.1%
20.5%
20.5%
19.9%
19.8%
18.6%
16.4%
14.4%
13.9%
13.7%
13.7%
13.1%
11.9%
10.9%
10.4%
9.2%
8.0%
7.8%
7.4%
5.6%
5.3%
4.6%
4.2%
4.0%
3.7%
1.3%
0.6%
0.6%
SAUDI
ARABIA
DENMARK
IRELAND
SWEDEN
FRANCE
U.A.E.
NETHERLANDS
U.K.
U.S.A.
BELGIUM
AUSTRALIA
NEW
ZEALAND
CANADA
AUSTRIA
SWITZERLAND
GERMANY
TURKEY
SINGAPORE
MOROCCO
ISRAEL
GREECE
EGYPT
POLAND
MEXICO
PORTUGAL
ROMANIA
INDIA
COLOMBIA
SPAIN
SOUTH
AFRICA
WORLDWIDE
PHILIPPINES
ITALY
NIGERIA
KENYA
ARGENTINA
HONG
KONG
MALAYSIA
RUSSIA
BRAZIL
INDONESIA
THAILAND
JAPAN
SOURCES: SNAP’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH
GLOBAL OVERVIEW
POTENTIAL REACH OF SNAPCHAT ADS COMPARED WITH POPULATION AGED 13+
SNAPCHAT ADVERTISING: ‘ELIGIBLE’ REACH RATE
OCT
2022

188
11 EGYPT 12,950,000 16.4%
12 CANADA 10,700,000 32.1%
13 NIGERIA 10,000,000 7.4%
14 AUSTRALIA 7,450,000 33.7%
15 PHILIPPINES 6,850,000 8.0%
16 BRAZIL 6,500,000 3.7%
17 ALGERIA 6,300,000 19.2%
18 NETHERLANDS 6,250,000 41.0%
19 MOROCCO 5,750,000 19.9%
20 POLAND 5,100,000 14.4%
01 INDIA 145,250,000 13.1%
03 FRANCE 25,000,000 45.3%
04 UNITED KINGDOM 21,650,000 37.7%
05 PAKISTAN 21,550,000 13.4%
06 SAUDI ARABIA 20,600,000 72.9%
07 GERMANY 16,150,000 22.1%
08 IRAQ 15,300,000 51.2%
09= MEXICO 14,000,000 13.9%
09= TURKEY 14,000,000 20.5%
# 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.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES
SNAPCHAT AD REACH RANKING
OCT
2022

189
11 FRANCE 45.3% 25,000,000
12 PALESTINE 44.6% 1,550,000
14 NETHERLANDS 41.0% 6,250,000
15 JORDAN 38.6% 3,150,000
16 UNITED KINGDOM 37.7% 21,650,000
18 BELGIUM 36.0% 3,600,000
19 QATAR 35.5% 825,000
20 AUSTRALIA 33.7% 7,450,000
01 BAHRAIN 75.3% 915,000
02 NORWAY 73.9% 3,450,000
03 LUXEMBOURG 73.6% 412,500
04 SAUDI ARABIA 72.9% 20,600,000
05 KUWAIT 58.4% 2,050,000
06 DENMARK 52.2% 2,650,000
07 IRAQ 51.2% 15,300,000
08 IRELAND 48.9% 2,050,000
09 SWEDEN 48.0% 4,300,000
10 OMAN 47.4% 1,650,000
# 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
OCT
2022

191
186 187 192 199 206 211 217
229
238
+0.5% +2.7% +3.6% +3.5% +2.4% +2.8% +5.5% +3.8%
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: TWITTER COMPANY ANNOUNCEMENTS. COMPARABILITY: TWITTER’S EARNINGS ANNOUNCEMENTS REPORT MONETISABLE DAILY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING
RESOURCES REPORT FIGURES THAT ARE BASED ON MONTHLY ACTIVE USERS.
GLOBAL OVERVIEW
MONETISABLE DAILY ACTIVE TWITTER USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
TWITTER MONETISABLE DAILY ACTIVE USERS
OCT
2022

192
10.7% 8.7% 25.7% 74.3%
544.5 6.8% +12.0% [N/A]
MILLION +58 MILLION [BASE REVISIONS]
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
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER
TWITTER: ADVERTISING AUDIENCE OVERVIEW
OCT
2022

193
353 353
396 397
436 436
465
486
544
+0.1% +12.1% +0.2% [N/A] -0.01% +6.6% +4.5% +12.0%
2020 2021 2021 2021 2021 2022 2022 2022 2022
SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH
REPORTS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON TWITTER (IN MILLIONS OF USERS), AND CHANGE IN REPORTED REACH OVER TIME
TWITTER ADVERTISING REACH
OCT
2022
SIGNIFICANT
BASE
DATA
REVISIONS

194
65.1%
60.4%
55.5%
44.0%
40.6%
39.3%
38.5%
34.8%
32.0%
29.4%
29.3%
28.1%
23.5%
23.1%
23.0%
22.3%
21.3%
20.6%
20.5%
19.9%
19.0%
18.9%
18.4%
18.0%
17.2%
16.4%
16.4%
15.6%
14.7%
14.5%
14.2%
13.5%
13.2%
11.6%
11.1%
10.7%
8.7%
7.7%
7.4%
6.7%
5.5%
5.2%
5.1%
3.6%
3.6%
2.5%
0.8%
0.5%
SINGAPORE
JAPAN
SAUDI
ARABIA
HONG
KONG
IRELAND
NETHERLANDS
U.K.
U.A.E.
U.S.A.
CANADA
TURKEY
SPAIN
FRANCE
THAILAND
PORTUGAL
SWEDEN
AUSTRALIA
ARGENTINA
SOUTH
KOREA
MALAYSIA
BELGIUM
DENMARK
SWITZERLAND
GREECE
MEXICO
TAIWAN
NEW
ZEALAND
GERMANY
AUSTRIA
PHILIPPINES
ISRAEL
COLOMBIA
BRAZIL
ITALY
INDONESIA
POLAND
WORLDWIDE
EGYPT
SOUTH
AFRICA
ROMANIA
KENYA
VIETNAM
GHANA
NIGERIA
MOROCCO
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, 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
POTENTIAL REACH OF TWITTER ADS COMPARED WITH POPULATION AGED 13+
TWITTER ADVERTISING: ‘ELIGIBLE’ REACH RATE
OCT
2022

195
11 FRANCE 12,950,000 23.5%
12 PHILIPPINES 12,350,000 14.5%
13 SPAIN 11,800,000 28.1%
14 GERMANY 11,450,000 15.6%
15 CANADA 9,800,000 29.4%
16 SOUTH KOREA 9,600,000 20.5%
17 ARGENTINA 7,500,000 20.6%
18 CHINA 6,550,000 0.5%
19= EGYPT 6,100,000 7.7%
19= ITALY 6,100,000 11.6%
02 JAPAN 67,350,000 60.4%
03 INDIA 28,100,000 2.5%
04 INDONESIA 24,000,000 11.1%
05 BRAZIL 23,400,000 13.2%
06 UNITED KINGDOM 22,100,000 38.5%
07 TURKEY 20,000,000 29.3%
08 MEXICO 17,300,000 17.2%
09 SAUDI ARABIA 15,700,000 55.5%
10 THAILAND 14,400,000 23.1%
# 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
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES
TWITTER AD REACH RANKING
OCT
2022

196
11 HONG KONG 44.0% 2,950,000
12 ISLE OF MAN 42.6% 31,600
13 IRELAND 40.6% 1,700,000
14 PUERTO RICO 39.9% 1,150,000
15 NETHERLANDS 39.3% 6,000,000
16 UNITED KINGDOM 38.5% 22,100,000
17 ARUBA 35.9% 32,950
18 BERMUDA 35.1% 19,700
20 ANTIGUA & BARBUDA 34.0% 26,950
01 SINGAPORE 65.1% 3,500,000
02 JAPAN 60.4% 67,350,000
03 GUERNSEY 57.2% 31,350
04 ANDORRA 56.8% 40,550
05 SAUDI ARABIA 55.5% 15,700,000
06 LUXEMBOURG 54.3% 304,150
07 SEYCHELLES 50.5% 43,250
08 BAHRAIN 48.3% 586,850
09 ICELAND 46.2% 145,350
10 KUWAIT 45.5% 1,600,000
# 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
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE TWITTER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
TWITTER ELIGIBLE AD REACH RATE RANKING
OCT
2022

198
416
442
459
478
454 444 431 433 433
+6.3% +3.8% +4.1% -5.0% -2.2% -2.9% +0.5% 0%
2020 2020 2021 2021 2021 2021 2022 2022 2022
SOURCE: PINTEREST COMPANY ANNOUNCEMENTS. COMPARABILITY: PINTEREST’S EARNINGS ANNOUNCEMENTS REPORT TOTAL MONTHLY ACTIVE USERS, WHEREAS THE COMPANY’S ADVERTISING
RESOURCES ONLY PUBLISH DATA FOR A SELECTION OF COUNTRIES AND TERRITORIES.
GLOBAL OVERVIEW
PINTEREST MONTHLY ACTIVE USERS (IN MILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
PINTEREST MONTHLY ACTIVE USERS
OCT
2022

199
5.3% 4.3% 76.5% 15.6%
270.9 3.4% +7.6% +16.2%
MILLION +19 MILLION +38 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
OCT
2022

200
189
201
219 223
233 226
235
252
271
+6.2% +9.0% +2.0% +4.4% -3.2% +4.1% +7.1% +7.6%
2020 2021 2021 2021 2021 2022 2022 2022 2022
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
OCT
2022
ADDITION
OF
SEVERAL
NEW
MARKETS
ADDITION
OF
SEVERAL
NEW
MARKETS

201
16.9%
30.3%
12.3%
6.7% 6.9%
2.8%
3.3%
6.7%
2.4% 1.5% 1.4% 0.7%
1.1%
4.1%
1.3% 0.5% 0.8% 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.
GLOBAL OVERVIEW
SHARE OF PINTEREST’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER
PINTEREST: ADVERTISING AUDIENCE PROFILE
OCT
2022

202
11 COLOMBIA 7,070,000 16.7%
12 POLAND 5,385,000 15.2%
13 AUSTRALIA 4,635,000 21.0%
14 NETHERLANDS 4,605,000 30.2%
15 CHILE 4,146,000 25.1%
16 BELGIUM 2,724,500 27.2%
17 PORTUGAL 2,290,000 25.1%
18 ROMANIA 2,003,500 11.7%
19 CZECHIA 1,941,000 21.4%
20 SWEDEN 1,927,000 21.5%
02 BRAZIL 34,400,000 19.3%
03 MEXICO 21,945,000 21.8%
04 GERMANY 16,020,000 21.9%
05 FRANCE 12,365,000 22.4%
06 CANADA 9,690,000 29.0%
07 ITALY 9,640,000 18.3%
08 UNITED KINGDOM 9,035,000 15.7%
09 ARGENTINA 8,530,000 23.4%
10 SPAIN 7,515,000 17.9%
# 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
OCT
2022

203
11 ARGENTINA 23.4% 8,530,000
12 SWITZERLAND 23.1% 1,756,500
13 AUSTRIA 22.6% 1,772,500
14 FRANCE 22.4% 12,365,000
15 GERMANY 21.9% 16,020,000
16 MEXICO 21.8% 21,945,000
17 SWEDEN 21.5% 1,927,000
18 CZECHIA 21.4% 1,941,000
19 FINLAND 21.3% 1,030,000
20 AUSTRALIA 21.0% 4,635,000
01 GUAM 32.3% 43,000
03 NETHERLANDS 30.2% 4,605,000
04 CANADA 29.0% 9,690,000
05 BELGIUM 27.2% 2,724,500
06 LUXEMBOURG 27.1% 152,000
07 PORTUGAL 25.1% 2,290,000
08 CHILE 25.1% 4,146,000
09 MALTA 24.4% 115,500
10 DENMARK 24.0% 1,217,000
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: PINTEREST’S ADVERTISING RESOURCES; U.N.; KEPIOS ANALYSIS. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE
FOR ALL LOCATIONS; VALUES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. 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
OCT
2022

205
2 25.0% 32.1% 46.3% 53.7%
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 (Q2 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR WHATSAPP USE
WHATSAPP OVERVIEW
OCT
2022

206
1.30 16.3% 20.8% 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 (Q2 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
OCT
2022

207
700 8.8% 12.0% 42.4% 57.6%
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 (Q2 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
OCT
2022

208
613.0 7.7% 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 (Q2 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
OCT
2022

209
586.7 7.3% 48.1% 51.9%
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
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR KUAISHOU USE
KUAISHOU OVERVIEW
OCT
2022

210
582 7.3% 9.5% 50.1% 49.9%
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 (Q2 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
OCT
2022

211
568.7 7.1% 9.1% 47.9% 52.1%
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 (Q2 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QQ USE
QQ OVERVIEW
OCT
2022

212
50 0.6% 0.8% 37.9% 62.1%
MILLION
DAILY ACTIVE
REDDIT USERS
DAILY ACTIVE
REDDIT USERS vs.
TOTAL POPULATION
DAILY ACTIVE
REDDIT USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q2 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. SOURCES: COMPANY
ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q2 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY: NOTE THAT THE ACTIVE USER
FIGURES SHOWN HERE REPRESENT DAILY ACTIVE REDDIT USERS, AS OPPOSED TO THE MONTHLY ACTIVE USER FIGURES THAT WE PUBLISH FOR MOST OTHER SOCIAL MEDIA PLATFORMS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR REDDIT USE
REDDIT OVERVIEW
OCT
2022

213
300 3.8% 4.8% 43.8% 56.2%
MILLION
MONTHLY ACTIVE
QUORA USERS
MONTHLY ACTIVE
QUORA USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
QUORA USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q2 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. COMPARABILITY:
QUORA HAS NOT PUBLISHED ANY UPDATES TO ITS MONTHLY ACTIVE USER FIGURE IN THE PAST 12 MONTHS, SO FIGURES SHOWN HERE MAY BE LESS REPRESENTATIVE OF CURRENT AUDIENCES COMPARED
WITH FIGURES FOR OTHER PLATFORMS FEATURED IN THIS REPORT.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR QUORA USE
QUORA OVERVIEW
OCT
2022

214
150 1.9% 2.4% 34.6% 65.4%
MILLION
MONTHLY ACTIVE
DISCORD USERS
MONTHLY ACTIVE
DISCORD USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
DISCORD USERS vs.
POPULATION AGED 13+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR DISCORD USE
DISCORD OVERVIEW
OCT
2022

216
5.48 68.6% +3.2% 8.53 +3.0%
BILLION +170 MILLION BILLION +246 MILLION
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
CELLULAR MOBILE
CONNECTIONS
(EXCLUDING IOT)
ANNUAL CHANGE IN THE
NUMBER OF CELLULAR
CONNECTIONS (EX. IOT)
SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED
FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS
REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS.
GLOBAL OVERVIEW
ADOPTION AND USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS
MOBILE CONNECTIVITY
OCT
2022

217
5,257 5,310 5,363 5,403 5,443 5,480
+1.0% +1.0% +0.8% +0.7% +0.7%
Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022
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
OCT
2022

218
GSMA INTELLIGENCE DATA ERICSSON DATA
5.48 8.53
BILLION BILLION
6.20 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. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR
CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS.
GLOBAL OVERVIEW
PERSPECTIVES ON THE ADOPTION AND USE OF MOBILE TECHNOLOGIES
MOBILE SUBSCRIBERS vs. CELLULAR CONNECTIONS
OCT
2022

219
8,205 8,286 8,339 8,363 8,458 8,532
+1.0% +0.6% +0.3% +1.1% +0.9%
Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022
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
OCT
2022

220
79.4% 16.7% 3.9%
6.66 BILLION 1.41 BILLION 324 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
OCT
2022

221
5.71 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
Q1
2016
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
MONTHLY CELLULAR DATA CONSUMED BY
THE AVERAGE SMARTPHONE WORLDWIDE: 15.21GB
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
OCT
2022

222
53.8%
52.6%
52.2%
48.0%
45.2%
45.1%
43.9%
42.8%
42.4%
42.2%
41.0%
40.1%
39.3%
38.8%
38.3%
38.0%
37.4%
37.4%
36.2%
35.2%
34.7%
33.8%
33.7%
33.4%
32.9%
32.8%
32.7%
32.6%
32.2%
31.1%
30.9%
30.9%
29.9%
29.2%
29.0%
29.0%
27.7%
26.5%
26.5%
26.3%
25.4%
24.9%
23.8%
23.8%
20.1%
19.4%
18.1%
16.4%
10.3%
SOUTH
AFRICA
PHILIPPINES
NIGERIA
GHANA
VIETNAM
COLOMBIA
INDIA
TURKEY
BRAZIL
U.A.E.
INDONESIA
MEXICO
KENYA
U.S.A.
IRELAND
PORTUGAL
GREECE
SAUDI
ARABIA
WORLDWIDE
NEW
ZEALAND
EGYPT
U.K.
MALAYSIA
CHINA
ROMANIA
SWEDEN
SWITZERLAND
AUSTRALIA
CANADA
THAILAND
ARGENTINA
SPAIN
HONG
KONG
FRANCE
DENMARK
TAIWAN
ITALY
AUSTRIA
GERMANY
SINGAPORE
BELGIUM
MOROCCO
ISRAEL
NETHERLANDS
RUSSIA
POLAND
CZECHIA
SOUTH
KOREA
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
OCT
2022

223
42.8%
40.0%
37.4%
33.0%
29.1%
35.5% 36.0% 36.5%
32.7%
27.1%
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
OCT
2022

224
71.55% 27.80% 0.38% 0.04% 0.23%
-1.2% (-89 BPS) +3.9% (+105 BPS) -7.3% (-3 BPS) -76.5% (-13 BPS) [UNCHANGED]
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 SEPTEMBER 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 SEPTEMBER 2022
SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS
OCT
2022

225
38.7 +7.5% $32.4 -4.7% $4.86
BILLION +2.7 BILLION BILLION -$1.6 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 “STATE OF MOBILE 2022” REPORT; ERICSSON MOBILE VISUALIZER. SEE STATEOFMOBILE2022.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY
ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JULY AND SEPTEMBER 2022. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP
PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. FIGURE FOR “AVERAGE CONSUMER APP SPEND PER HANDSET” USES DATA FROM MULTIPLE
SOURCES.
GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND BETWEEN JULY AND SEPTEMBER 2022, BASED ON DATA FROM DATA.AI
MOBILE APP MARKET OVERVIEW: DATA.AI
OCT
2022

226
01 WHATSAPP
02 YOUTUBE
03 GOOGLE CHROME
04 FACEBOOK
05 GOOGLE
06 INSTAGRAM
07 GOOGLE PLAY STORE
08 SAMSUNG TOUCHWIZ HOME
09 GMAIL
10 FACEBOOK MESSENGER
01 YOUTUBE
02 FACEBOOK
03 WHATSAPP
04 GOOGLE CHROME
05 TIKTOK1
06 INSTAGRAM
08 PHONE BY GOOGLE
09 FACEBOOK MESSENGER
10 TELEGRAM
01 WHATSAPP
02 YOUTUBE
03 GOOGLE CHROME
04 FACEBOOK
05 GOOGLE PLAY STORE
06 GOOGLE
08 INSTAGRAM
09 GMAIL
10 PHONE BY GOOGLE
# MOBILE APP # MOBILE APP # MOBILE APP
RANKED BY NUMBER OF MONTHLY ACTIVE USERS RANKED BY TOTAL USAGE TIME RANKED BY USAGE PENETRATION RANK
SOURCE: DATA.AI. NOTES: RANKS BASED ON WORLDWIDE COMBINED ACTIVITY ACROSS IPHONE AND ANDROID DEVICES IN SEPTEMBER 2022. RANKING BY MONTHLY ACTIVE USERS INCLUDES PRE-
INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). COMPARABILITY: (1) VALUES FOR “TIKTOK” MAY INCLUDE ACTIVITY RELATING TO DOUYIN. NOTE THAT WE REPORT FIGURES
FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS BY DIFFERENT ACTIVE USE METRICS IN SEPTEMBER 2022
MOBILE APPS: MOST-USED GLOBAL APPS
OCT
2022

227
01 ROBLOX
02 CANDY CRUSH SAGA
03 GARENA FREE FIRE
04 MOBILE LEGENDS: BANG BANG
05 POKÉMON GO
06 CLASH OF CLANS
07 CLASH ROYALE
08 PUBG MOBILE
09 SUBWAY SURFERS
10 BRAWL STARS
01 ROBLOX
03 GARENA FREE FIRE
04 CANDY CRUSH SAGA
05 PUBG MOBILE
06 POKÉMON GO
07 MINECRAFT POCKET EDITION
08 CLASH OF CLANS
09 CALL OF DUTY: MOBILE
10 BATTLEGROUNDS MOBILE INDIA
01 ROBLOX
02 CANDY CRUSH SAGA
03 GARENA FREE FIRE
05 POKÉMON GO
06 CLASH OF CLANS
07 CLASH ROYALE
08 PUBG MOBILE
09 SUBWAY SURFERS
10 BRAWL STARS
# MOBILE GAME # MOBILE GAME # MOBILE GAME
RANKED BY NUMBER OF MONTHLY ACTIVE USERS RANKED BY TOTAL USAGE TIME RANKED BY USAGE PENETRATION RANK
SOURCE: DATA.AI. NOTES: RANKS BASED ON WORLDWIDE COMBINED ACTIVITY ACROSS IPHONE AND ANDROID DEVICES IN SEPTEMBER 2022.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE GAMES BY DIFFERENT ACTIVE USE METRICS IN SEPTEMBER 2022
MOBILE APPS: MOST-USED GLOBAL GAMES
OCT
2022

228
01 SUBWAY SURFERS MINICLIP
02 STUMBLE GUYS KITKA GAMES
03 GARENA FREE FIRE SEA
04 LUDO KING GAMETION
05 CANDY CRUSH SAGA ACTIVISION BLIZZARD
06 ROBLOX ROBLOX
07 BRIDGE RACE IRON SOURCE
08
SNAKE ZONE .IO:
FUN WORMS GAME
GAMING HIPPO
09 SNOW RACE CYBERAGENT
10 RACE MASTER SAYGAMES
01 INSTAGRAM META
02 TIKTOK1
BYTEDANCE
03 FACEBOOK META
04 WHATSAPP META
05 SNAPCHAT SNAP
06 FACEBOOK MESSENGER META
07 TELEGRAM TELEGRAM
08 MEESHO MEESHO
09 CAPCUT BYTEDANCE
10 WHATSAPP BUSINESS META
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JULY AND SEPTEMBER 2022. VALUES FOR CHINA
ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES
FOR TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JULY AND SEPTEMBER 2022
DATA.AI APP RANKING: DOWNLOADS
OCT
2022

229
01 HONOUR OF KINGS TENCENT
03 GAME FOR PEACE TENCENT
04 GENSHIN IMPACT MIHOYO
05 ROBLOX ROBLOX
06 COIN MASTER MOON ACTIVE
07 DIABLO IMMORTAL ACTIVISION BLIZZARD
08 POKÉMON GO NIANTIC
09 UMA MUSUME PRETTY DERBY CYBERAGENT
10 FATE / GRAND ORDER SONY
01 TIKTOK1
BYTEDANCE
02 YOUTUBE ALPHABET
03 TINDER MATCH GROUP
04 DISNEY+ DISNEY
05 HBO MAX AT&T
06 GOOGLE ONE ALPHABET
07 PICCOMA KAKAO
08 BUMBLE APP BUMBLE
09 AUDIBLE AMAZON
10 TENCENT VIDEO TENCENT
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JULY AND SEPTEMBER 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 WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JULY AND SEPTEMBER 2022
DATA.AI APP RANKING: CONSUMER SPEND
OCT
2022

230
35.3 -0.8% $31.6 -4.8% $4.75
BILLION -300 MILLION BILLION -$1.6 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: SENSOR TOWER; ERICSSON MOBILITY VISUALIZER. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN
JULY AND SEPTEMBER 2022. FIGURE FOR “AVERAGE CONSUMER APP SPEND PER HANDSET” USES DATA FROM MULTIPLE SOURCES. ADVISORY: DOES NOT INCLUDE DATA FOR THIRD-PARTY APP STORES; ACTIVITY
FOR CHINA MAY BE UNDER-REPRESENTED.
GLOBAL OVERVIEW
HEADLINES FOR MOBILE APP DOWNLOADS AND SPEND BETWEEN JULY AND SEPTEMBER 2022, BASED ON DATA FROM SENSOR TOWER
MOBILE APP MARKET OVERVIEW: SENSOR TOWER
OCT
2022

231
01 SUBWAY SURFERS MINICLIP
02 STUMBLE GUYS KITKA GAMES
03 GARENA FREE FIRE SEA
05 LUDO KING GAMETION
06 ROBLOX ROBLOX
07 BRIDGE RACE IRON SOURCE
08 SNOW RACE CYBERAGENT
09 GT CAR STUNTS 3D IKAME
10 SCHOOL PARTY CRAFT CANDY ROOM GAMES & RABBITCO
01 TIKTOK1
BYTEDANCE
02 INSTAGRAM META
03 FACEBOOK META
04 WHATSAPP META
05 FACEBOOK MESSENGER META
06 SNAPCHAT SNAP
07 TELEGRAM TELEGRAM
08 CAPCUT BYTEDANCE
09 SPOTIFY SPOTIFY
10 WHATSAPP BUSINESS META
SOURCE: SENSOR TOWER. NOTE: RANKINGS BASED ON THE COMBINED NUMBER OF NEW MOBILE APP INSTALLS BETWEEN JULY AND SEPTEMBER 2022 ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP
STORE. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT. ADVISORY: DOES NOT INCLUDE DATA
FOR THIRD-PARTY APP STORES; ACTIVITY FOR CHINA MAY BE UNDER-REPRESENTED.
GLOBAL OVERVIEW
SENSOR TOWER’S RANKING OF MOBILE APPS AND MOBILE GAMES BY NUMBER OF DOWNLOADS BETWEEN JULY AND SEPTEMBER 2022
SENSOR TOWER APP RANKING: DOWNLOADS
OCT
2022

232
01 TIKTOK1
BYTEDANCE
02 YOUTUBE ALPHABET
03 GOOGLE ONE ALPHABET
04 TINDER MATCH GROUP
05 DISNEY+ DISNEY
06 PICCOMA KAKAO
07 HBO MAX AT&T
08 WETV TENCENT
09 IQIYI BAIDU
10 LINE MANGA SOFTBANK
01 HONOUR OF KINGS TENCENT
02 PUBG MOBILE TENCENT
03 GENSHIN IMPACT MIHOYO
05 ROBLOX ROBLOX
06 COIN MASTER MOON ACTIVE
07 FATE / GRAND ORDER SONY
08 UMA MUSUME PRETTY DERBY CYBERAGENT
09 DIABLO IMMORTAL ACTIVISION BLIZZARD
10 POKÉMON GO NIANTIC
SOURCE: SENSOR TOWER. NOTE: RANKINGS BASED ON COMBINED CONSUMER SPEND ACROSS APP PURCHASES AND IN-APP PURCHASES IN JUNE 2022 ACROSS THE GOOGLE PLAY STORE AND APPLE IOS
APP STORE. COMPARABILITY: (1) VALUES FOR TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT. ADVISORY: DOES NOT INCLUDE
DATA FOR THIRD-PARTY APP STORES; ACTIVITY FOR CHINA MAY BE UNDER-REPRESENTED.
GLOBAL OVERVIEW
SENSOR TOWER APP RANKING: CONSUMER SPEND
SENSOR TOWER’S RANKING OF MOBILE APPS AND MOBILE GAMES BY CONSUMER SPEND BETWEEN JANUARY AND JUNE 2022
OCT
2022

234
58.2% 28.9% 14.3% 24.4% 18.0%
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
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK
WEEKLY ONLINE SHOPPING ACTIVITIES
OCT
2022

235
66.9%
66.6%
66.4%
64.8%
64.6%
61.8%
61.8%
61.4%
60.9%
60.9%
60.9%
60.6%
60.2%
59.8%
59.3%
59.1%
59.1%
58.9%
58.2%
56.9%
54.2%
53.9%
53.5%
53.4%
52.8%
52.6%
51.9%
51.8%
51.6%
51.5%
51.2%
50.1%
50.1%
49.2%
48.8%
48.7%
46.4%
46.2%
45.7%
44.7%
42.9%
42.8%
42.3%
42.3%
41.5%
41.5%
38.7%
36.2%
31.9%
TURKEY
INDIA
SOUTH
KOREA
MEXICO
THAILAND
MALAYSIA
VIETNAM
CHINA
INDONESIA
PHILIPPINES
U.A.E.
SINGAPORE
TAIWAN
GREECE
U.K.
BRAZIL
POLAND
U.S.A.
WORLDWIDE
CZECHIA
HONG
KONG
SAUDI
ARABIA
AUSTRALIA
SPAIN
ARGENTINA
COLOMBIA
NETHERLANDS
ISRAEL
FRANCE
SWEDEN
NEW
ZEALAND
CANADA
IRELAND
ITALY
SOUTH
AFRICA
NIGERIA
DENMARK
ROMANIA
PORTUGAL
BELGIUM
SWITZERLAND
GERMANY
EGYPT
JAPAN
AUSTRIA
RUSSIA
KENYA
MOROCCO
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
OCT
2022

236
56.9%
63.9% 63.1%
58.9%
53.1%
53.6%
58.6% 59.5%
56.9%
51.8%
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 BUY SOMETHING ONLINE EACH WEEK
WEEKLY ONLINE PURCHASES
OCT
2022

237
49.3%
38.1%
31.0%
30.1%
27.8%
27.4%
25.3%
21.7%
19.3%
18.1%
17.0%
14.6%
14.5%
14.4%
13.4%
13.2%
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
EXCLUSIVE CONTENT OR SERVICES
“GUEST” CHECKOUT (NO SIGN-IN REQUIRED)
LIVE-CHAT BOX TO SPEAK TO THE COMPANY
ENTRY INTO COMPETITIONS
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
OCT
2022

238
44.5%
43.9%
42.3%
38.6%
38.0%
35.3%
35.1%
35.0%
30.7%
30.6%
29.5%
29.0%
28.9%
27.7%
27.3%
27.1%
26.9%
26.8%
26.4%
25.4%
25.1%
24.9%
24.0%
23.6%
23.3%
22.5%
21.8%
21.4%
20.6%
20.5%
19.3%
19.1%
18.3%
18.2%
17.6%
17.2%
16.8%
16.3%
15.7%
15.2%
15.2%
15.1%
15.1%
14.9%
14.0%
14.0%
13.1%
12.6%
12.3%
TURKEY
SOUTH
KOREA
THAILAND
INDIA
MEXICO
GREECE
INDONESIA
U.A.E.
TAIWAN
CHINA
SINGAPORE
MALAYSIA
WORLDWIDE
BRAZIL
U.K.
VIETNAM
COLOMBIA
SAUDI
ARABIA
NIGERIA
HONG
KONG
ARGENTINA
U.S.A.
SOUTH
AFRICA
PHILIPPINES
AUSTRALIA
FRANCE
ISRAEL
EGYPT
NETHERLANDS
SPAIN
NEW
ZEALAND
POLAND
CANADA
SWEDEN
ROMANIA
GERMANY
AUSTRIA
CZECHIA
SWITZERLAND
DENMARK
KENYA
BELGIUM
IRELAND
RUSSIA
JAPAN
MOROCCO
ITALY
GHANA
PORTUGAL
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
OCT
2022

239
28.7%
34.2%
33.0%
29.6%
24.3%
25.1%
30.0% 29.5%
26.6%
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 BUY GROCERIES ONLINE EACH WEEK
WEEKLY ONLINE GROCERY PURCHASES
OCT
2022

240
81.6%
80.2%
79.0%
77.2%
76.8%
75.8%
75.4%
74.4%
74.1%
72.6%
72.4%
72.2%
72.1%
72.1%
71.0%
70.4%
70.0%
69.7%
69.5%
69.5%
69.0%
68.3%
68.0%
67.9%
67.0%
66.9%
66.7%
66.3%
65.9%
65.8%
65.1%
64.7%
64.4%
62.2%
61.7%
60.9%
60.7%
59.6%
59.3%
58.0%
57.6%
55.1%
52.7%
52.4%
46.6%
46.1%
42.8%
39.2%
29.7%
INDIA
CHINA
MEXICO
NIGERIA
VIETNAM
MOROCCO
BRAZIL
U.S.A.
AUSTRALIA
U.A.E.
SWEDEN
DENMARK
WORLDWIDE
ARGENTINA
IRELAND
KENYA
SOUTH
AFRICA
INDONESIA
GERMANY
NETHERLANDS
THAILAND
CANADA
NEW
ZEALAND
PHILIPPINES
COLOMBIA
SAUDI
ARABIA
SWITZERLAND
U.K.
AUSTRIA
HONG
KONG
MALAYSIA
TURKEY
SPAIN
TAIWAN
ITALY
SINGAPORE
POLAND
ISRAEL
SOUTH
KOREA
EGYPT
FRANCE
BELGIUM
PORTUGAL
GHANA
ROMANIA
GREECE
CZECHIA
JAPAN
RUSSIA
SOURCE: GWI (Q2 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
OCT
2022

241
73.2%
78.0%
70.4%
61.6%
48.8%
79.6% 80.6%
75.5%
65.6%
54.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
SOURCE: GWI (Q2 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
OCT
2022

242
32.3%
25.4%
20.3%
18.0%
17.7%
17.4%
13.9%
12.4%
11.8%
11.6%
10.4%
10.3%
9.5%
9.3%
6.9%
MOVIE OR TV STREAMING SERVICE
MUSIC STREAMING SERVICE
MUSIC DOWNLOAD
MOBILE APP
MOVIE OR TV DOWNLOAD
MOBILE GAME
STUDY PROGRAMS AND LEARNING MATERIALS
E-BOOK
NEWS SERVICE
IN-APP PURCHASES
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
OCT
2022

243
42.6%
40.0%
34.0%
33.1%
33.0%
32.7%
32.4%
32.3%
31.7%
29.0%
27.1%
27.1%
26.9%
26.7%
25.7%
25.2%
25.1%
25.1%
23.8%
23.7%
23.4%
22.9%
22.8%
22.4%
22.4%
21.5%
21.1%
20.5%
20.4%
20.3%
20.2%
19.9%
19.8%
19.8%
19.7%
19.6%
19.4%
19.2%
17.2%
17.0%
16.5%
16.4%
14.4%
14.2%
14.1%
14.0%
12.5%
12.2%
11.7%
TAIWAN
HONG
KONG
INDIA
SAUDI
ARABIA
THAILAND
DENMARK
BRAZIL
SINGAPORE
IRELAND
U.A.E.
AUSTRALIA
U.K.
U.S.A.
VIETNAM
GERMANY
CHINA
WORLDWIDE
SOUTH
KOREA
INDONESIA
POLAND
MALAYSIA
PHILIPPINES
AUSTRIA
CZECHIA
SWITZERLAND
NIGERIA
SWEDEN
PORTUGAL
NEW
ZEALAND
SPAIN
ISRAEL
ROMANIA
COLOMBIA
MEXICO
KENYA
SOUTH
AFRICA
NETHERLANDS
CANADA
JAPAN
ARGENTINA
ITALY
GREECE
GHANA
FRANCE
MOROCCO
EGYPT
RUSSIA
BELGIUM
TURKEY
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
OCT
2022

244
24.2%
26.8%
25.8%
22.3%
18.2%
25.9% 26.6% 27.1%
25.5%
20.4%
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
OCT
2022

245
01 AMAZON AMAZON
02 SHOPEE SEA
03 FLIPKART WALMART
04 LAZADA ALIBABA
05 ALIEXPRESS ALIBABA
06 MERCADOLIBRE MERCADOLIBRE
07 MEESHO MEESHO
08 EBAY EBAY
09 SHEIN SHEIN
10 TOKOPEDIA GOTO GROUP
11 AVITO NASPERS
12 MYNTRA WALMART
13 ANDROID AUTO GOOGLE
14 ALIEXPRESS RUSSIA ALIBABA
15 DARAZ ALIBABA
16 WILDBERRIES WILDBERRIES
17 WALMART WALMART
18 COUPANG COUPANG
19 STOCARD KLARNA
20 OZON OZON
# SHOPPING APP COMPANY # SHOPPING APP COMPANY
SOURCE: DATA.AI INTELLIGENCE. NOTES: RANKING BASED ON THE COMBINED NUMBER OF GLOBAL ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JULY AND SEPTEMBER 2022. DATA
FOR CHINA ONLY INCLUDES ACTIVITY ON IPHONES.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS IN THE SHOPPING CATEGORY, BASED ON GLOBAL ACTIVE USERS BETWEEN JULY AND SEPTEMBER 2022
MOST USED MOBILE SHOPPING APPS
OCT
2022

247
31.1%
30.8%
27.9%
27.0%
25.1%
23.9%
23.0%
22.9%
22.2%
21.9%
21.3%
20.9%
19.3%
18.2%
17.7%
16.2%
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
IN-STORE PRODUCT DISPLAYS OR PROMOTIONS
ADS IN MOBILE OR TABLET APPS
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
OCT
2022

248
72.8%
67.0%
67.0%
66.8%
66.8%
62.8%
62.6%
61.3%
61.1%
58.9%
58.9%
58.7%
58.7%
57.8%
57.3%
57.0%
57.0%
56.9%
55.4%
54.9%
54.9%
54.5%
54.1%
53.4%
53.2%
53.1%
53.0%
52.9%
52.7%
52.6%
52.6%
52.0%
51.8%
51.1%
51.0%
50.8%
50.7%
50.2%
49.9%
49.5%
48.9%
47.7%
47.1%
43.4%
43.3%
41.0%
39.7%
32.8%
32.1%
BRAZIL
INDONESIA
TURKEY
GREECE
PHILIPPINES
PORTUGAL
SOUTH
AFRICA
ROMANIA
SOUTH
KOREA
ARGENTINA
AUSTRIA
COLOMBIA
MALAYSIA
TAIWAN
SPAIN
ITALY
MEXICO
ISRAEL
IRELAND
NEW
ZEALAND
POLAND
GERMANY
U.K.
SWITZERLAND
SWEDEN
SINGAPORE
KENYA
RUSSIA
VIETNAM
CANADA
U.S.A.
CZECHIA
U.A.E.
NETHERLANDS
WORLDWIDE
HONG
KONG
FRANCE
SAUDI
ARABIA
INDIA
AUSTRALIA
THAILAND
BELGIUM
JAPAN
EGYPT
DENMARK
CHINA
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
OCT
2022

249
50.8% 51.6%
53.6% 53.6% 54.5%
45.0%
48.7%
51.3%
53.9% 55.0%
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 RESEARCH BRANDS, PRODUCTS, AND SERVICES ONLINE BEFORE MAKING A PURCHASE
ONLINE BRAND RESEARCH
OCT
2022

250
48.5%
43.3%
36.2%
33.7%
28.1%
26.9%
22.8%
21.2%
20.6%
19.6%
16.8%
16.4%
16.3%
15.6%
13.8%
10.4%
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
FORUMS AND MESSAGE BOARDS
MESSAGING AND LIVE CHAT SERVICES
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
OCT
2022

251
42.0%
23.2%
22.2%
20.2%
20.1%
16.8%
16.8%
15.6%
15.5%
15.2%
15.1%
13.7%
13.2%
12.7%
12.6%
12.6%
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
UPLOADED CONTENT TO A BRAND’S SOCIAL MEDIA PAGE
READ A BRANDED BLOG
SHARED A BRAND’S POST ON A SOCIAL NETWORK
VISITED A BRAND’S WEBSITE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH ACTION EACH MONTH
ONLINE BRAND INTERACTIONS
OCT
2022

252
33.1%
27.3%
25.0%
19.4%
18.5%
17.8%
17.5%
15.7%
15.4%
15.3%
15.2%
14.8%
14.2%
13.7%
13.6%
13.4%
12.9%
12.8%
12.4%
12.4%
12.2%
12.1%
11.7%
11.6%
11.0%
10.0%
9.9%
9.5%
9.3%
9.2%
8.6%
8.4%
8.1%
8.0%
7.6%
7.4%
7.3%
7.2%
6.7%
6.4%
6.3%
6.0%
5.5%
5.5%
5.4%
5.3%
4.6%
4.5%
3.6%
GHANA
INDIA
CHINA
U.A.E.
THAILAND
VIETNAM
WORLDWIDE
EGYPT
INDONESIA
MOROCCO
NIGERIA
POLAND
SAUDI
ARABIA
SOUTH
AFRICA
PHILIPPINES
MALAYSIA
KENYA
COLOMBIA
MEXICO
TURKEY
BRAZIL
TAIWAN
U.S.A.
HONG
KONG
AUSTRALIA
CANADA
ISRAEL
ARGENTINA
SPAIN
SINGAPORE
U.K.
SWEDEN
ITALY
NEW
ZEALAND
IRELAND
GERMANY
SWITZERLAND
FRANCE
PORTUGAL
NETHERLANDS
DENMARK
BELGIUM
AUSTRIA
ROMANIA
GREECE
RUSSIA
SOUTH
KOREA
CZECHIA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
OCT
2022

253
16.5%
19.5% 19.4%
14.4%
10.9%
18.5%
20.5%
19.7%
14.7%
10.9%
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 FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE, REGARDLESS OF CHANNEL OR MEDIUM
REPRESENTATIVENESS OF ADVERTISING
OCT
2022

254
42.8%
41.9%
41.9%
40.6%
39.3%
39.2%
38.5%
37.4%
37.4%
37.2%
36.2%
36.0%
35.9%
35.9%
35.8%
35.7%
35.6%
35.6%
35.2%
35.2%
35.1%
35.0%
34.9%
34.7%
34.4%
34.4%
33.7%
33.0%
31.4%
31.4%
31.2%
31.0%
31.0%
30.9%
30.7%
29.7%
29.7%
29.5%
28.9%
28.7%
28.6%
27.6%
26.7%
26.3%
25.2%
24.9%
21.2%
16.7%
11.9%
VIETNAM
CHINA
INDONESIA
TAIWAN
INDIA
GREECE
ISRAEL
EGYPT
HONG
KONG
AUSTRIA
MOROCCO
PORTUGAL
WORLDWIDE
SOUTH
AFRICA
GERMANY
CANADA
FRANCE
MALAYSIA
RUSSIA
SPAIN
POLAND
U.A.E.
SWEDEN
SWITZERLAND
NEW
ZEALAND
U.S.A.
AUSTRALIA
SINGAPORE
BELGIUM
SAUDI
ARABIA
NETHERLANDS
ROMANIA
TURKEY
IRELAND
BRAZIL
ITALY
PHILIPPINES
U.K.
THAILAND
CZECHIA
DENMARK
KENYA
COLOMBIA
NIGERIA
ARGENTINA
MEXICO
SOUTH
KOREA
JAPAN
GHANA
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
OCT
2022

255
32.2%
36.5%
33.1%
30.3%
25.9%
38.8%
41.8%
38.8%
35.9% 34.8%
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 USE TOOLS TO BLOCK ADVERTISING FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF AD BLOCKERS
OCT
2022

256
59.6%
53.1%
40.8%
39.2%
38.3%
33.8%
28.3%
THERE ARE TOO MANY ADS
ADS GET IN THE WAY
TO PROTECT MY PRIVACY
ADS AREN’T RELEVANT TO ME
TO STOP INAPPROPRIATE CONTENT BEING SHOWN
TO IMPROVE DEVICE PERFORMANCE
TO STOP COMPANIES COLLECTING DATA ABOUT ME
NOTE: PERCENTAGES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY USE AN AD-BLOCKING TOOL FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES.
GLOBAL OVERVIEW
PRIMARY REASONS FOR USING AD BLOCKERS AMONGST INTERNET USERS AGED 16 TO 64 WHO USE AD BLOCKERS AT LEAST SOME OF THE TIME
REASONS FOR USING AD BLOCKERS
OCT
2022

257
55.5%
51.4%
49.7%
49.7%
48.9%
47.9%
47.7%
47.5%
47.1%
46.1%
44.8%
44.7%
44.2%
43.7%
43.0%
42.6%
42.4%
41.8%
41.5%
41.4%
40.9%
40.8%
40.5%
39.9%
39.8%
39.3%
39.2%
39.1%
38.8%
38.3%
37.6%
37.2%
37.0%
36.9%
36.6%
36.5%
33.8%
33.3%
33.2%
33.2%
32.6%
31.6%
29.8%
29.7%
29.1%
26.0%
22.1%
19.7%
17.1%
AUSTRIA
GERMANY
FRANCE
GREECE
DENMARK
INDIA
ITALY
SWITZERLAND
TURKEY
IRELAND
NETHERLANDS
BRAZIL
GHANA
BELGIUM
SOUTH
AFRICA
U.S.A.
SPAIN
U.K.
CANADA
SINGAPORE
HONG
KONG
THAILAND
AUSTRALIA
PORTUGAL
NEW
ZEALAND
PHILIPPINES
MALAYSIA
U.A.E.
SWEDEN
KENYA
NIGERIA
COLOMBIA
WORLDWIDE
INDONESIA
TAIWAN
MOROCCO
ISRAEL
VIETNAM
CZECHIA
MEXICO
POLAND
SAUDI
ARABIA
CHINA
EGYPT
ARGENTINA
ROMANIA
RUSSIA
SOUTH
KOREA
JAPAN
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES
OCT
2022

258
37.2% 37.8%
35.4% 35.3%
33.6%
37.2%
39.6%
37.6% 36.6% 36.2%
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 DECLINE COOKIES AT LEAST SOME OF THE TIME
DECLINE COOKIES
OCT
2022

259
100
140
129 131 129
1.7% 1.6% 1.5% 1.5% 1.6%
+40.1% -7.8% +1.8% -1.9%
Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 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
OCT
2022

260
$0.67 $0.67
$0.59
$0.63 $0.63
-0.3% -11.8% +6.3% +1.1%
Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 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
OCT
2022

261
100
131
103
110 112
+30.5% -20.8% +6.0% +1.9%
Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 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
OCT
2022

262
100
113 111 110
131
1.3% 1.3%
1.2% 1.2% 1.2%
+13.0% -2.0% -0.3% +18.8%
Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 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
OCT
2022

263
$9.53
$10.52
$8.33
$8.82
$8.15
+10.4% -20.8% +5.9% -7.6%
Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 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
OCT
2022

264
100
125
97 102
112
+24.7% -22.4% +5.5% +9.8%
Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 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
OCT
2022

_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL2022_DIGITAL
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2022_
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Go beyond headlines and
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We research and produce
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Prior to our Digital 2021 reports, we included data
sourced from social media platforms’ self-service
advertising tools in our calculations of internet user
numbers, but we no longer include this data in our
internet user figures. This is because the user numbers
reported by social media platforms are typically based
on active user accounts, and may not represent unique
individuals. For example, one person may maintain
more than one active presence (account) on the same
social media platform. Similarly, some accounts may
represent ‘non-human’ entities, including: pets and
animals; historical figures; businesses, causes, groups,
and organisations; places of interest; etc.
As a result, the figures we report for social media users
may exceed internet user numbers. However, while this
may seem counter-intuitive or surprising, such instances
do not represent errors in the data or in our reporting.
Rather, these differences may indicate delays in the
reporting of internet user numbers, or they may indicate
higher instances of individuals managing multiple
social media accounts, or ‘non-human’ social media
accounts.
If you have any questions about specific data
points in these reports, or if you’d like to offer your
organisation’s data for consideration in future reports,
please email our reports team: reports@kepios.com.
footnotes of each relevant chart, but please use caution
when comparing data from different reports, because
changes to research samples, base data, research
methodologies, and approaches to reporting may
mean that values are not comparable.
Furthermore, due to the differing data collection and
treatment methodologies, and the different periods
during which data have been collected, there may be
significant differences in the reported metrics for similar
data points throughout this report. For example, data
from surveys often varies over time, even if that data
has been collected by the same organisation using the
same approach in each wave of their research.
In particular, reports of internet user numbers vary
considerably between different sources and over time.
In part, this is because there are significant challenges
associated with collecting, analysing, and publishing
internet user data on a regular basis, not least because
research into public internet use necessitates the use of
face-to-face surveys. Different organisations may also
adopt different approaches to sampling the population
for research into internet use, and variations in areas
such as the age range of the survey population, or the
balance between urban and rural respondents, may
play an important role in determining eventual findings.
Note that COVID-19 has limited internet user research.
Note: This page is a summary of our comprehensive
notes on data variance, potential mismatches,
and curiosities, which you can read in full at
https://datareportal.com/notes-on-data.
This report features data from a wide variety of
different sources, including market research agencies,
internet and social media companies, governments,
public bodies, news media, and private individuals, as
well as extrapolations and analysis of that data.
Wherever possible, we’ve prioritised data sources
that provide broader geographical coverage, in
order to minimise potential variations between data
points, and to offer more reliable comparison across
countries. However, where we believe that standalone
metrics provide a more reliable reference, we use such
standalone numbers to ensure more accurate reporting.
Please note that some data points may only be
available for a limited selection of countries, so we
may not be able to report the same data in all reports.
From time to time, we may also change the source(s)
that we use to inform specific data points. As a result,
some figures may appear to change in unexpected
ways from one report to another. Wherever we’re
aware of these changes, we include details in the
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

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 reference to third-
party data providers, however this report
does not endorse any such third parties or
their products or services, nor is this report
sponsored by, endorsed by or associated with
such third parties.
Except for those portions of this report
relating to the perspectives of Hootsuite,
We Are Social, or any other brand partner
or advertiser, this report and any opinions
contained herein have been prepared by
Kepios, and have not been specifically
approved or disapproved by Hootsuite or We
Are Social. This report is subject to change
without notice. To ensure you have the most
recent version of this report, please visit our
reports website at https://datareportal.com/.
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,
Hootsuite, or any of the featured brands,
nor any of those organisations’ partners,
affiliates, employees or agents, concerning
the legal status of any country, territory, city
or area or of its authorities, or concerning the
delimitation of its frontiers or boundaries.
This report is provided with the understanding
that it does not constitute professional
advice or services of any kind and should
therefore not be substituted for independent
investigations, thought or judgment.
Accordingly, neither Kepios, nor We Are
Social, nor Hootsuite, nor any of the brands or
organisations featured or cited herein, nor any
of their partners, affiliates, group companies,
employees or agents shall, to the fullest
extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive,
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”) on behalf of We Are Social
Ltd. (“We Are Social”) and Hootsuite Inc.
(“Hootsuite”) for informational purposes only,
and relies on data from a wide variety of
sources, including but not limited to public
and private companies, market research firms,
government agencies, NGOs, and private
individuals.
While Kepios, We Are Social, and Hootsuite
strive to ensure that all data and charts
contained in this report are, as at the time of
publishing, accurate and up-to-date, neither
Kepios, nor We Are Social, nor Hootsuite
shall be responsible for any errors or
omissions contained in this report, or for the
results obtained from its use.
All information contained in this report
is provided “as is”, with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose.
DISCLAIMER AND IMPORTANT NOTES

DATAREPORTAL.COM
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@ESKIMON
SIMON KEMP

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