we are socials guide to digital social and mobile in 2015

we
are
social

DIGITAL, SOCIAL
& MOBILE IN 2015
WE ARE SOCIAL’S COMPENDIUM OF GLOBAL DIGITAL STATISTICS

We Are Social

SIMON KEMP • WE ARE SOCIAL • JANUARY 2015

@wearesocialsg • 1


We Are Social

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COUNTRIES DETAILED IN THIS REPORT
19!
4!

28!
24!

29!

7!

8!

18!

12!

25!
6!

15!

20! 27!

16!
3!

23!

5!
10!

9!
26!
30!
14!
21!

13!

17!

11!
22!

2!

1!

1  ARGENTINA
2  AUSTRALIA
3  BRAZIL
4  CANADA
5  CHINA
6  EGYPT
7  FRANCE
8  GERMANY
9  HONG KONG
10  INDIA
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11  INDONESIA
12  ITALY
13  JAPAN
14  MALAYSIA
15  MEXICO
16  NIGERIA
17  THE PHILIPPINES
18  POLAND
19  RUSSIA
20  SAUDI ARABIA

21  SINGAPORE
22  SOUTH AFRICA
23  SOUTH KOREA
24  SPAIN
25  TURKEY
26  THAILAND
27  UNITED ARAB EMIRATES
28  UNITED KINGDOM
29  UNITED STATES
30  VIETNAM
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CLICK HERE TO ACCESS OUR REPORTS ON
OVER 100 COUNTRIES AROUND THE WORLD
We Are Social

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GLOBAL & REGIONAL OVERVIEWS
We Are Social

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JAN
2015

GLOBAL DIGITAL SNAPSHOT
A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL
POPULATION

7.210
BILLION

ACTIVE
INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

UNIQUE
MOBILE USERS

ACTIVE MOBILE
SOCIAL ACCOUNTS

3.010 2.078 3.649 1.685
BILLION

BILLION

BILLION

BILLION

URBANISATION: 53%

PENETRATION: 42%

PENETRATION: 29%

PENETRATION: 51%

PENETRATION: 23%

FIGURE REPRESENTS TOTAL GLOBAL
POPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

FIGURE REPRESENTS
UNIQUE MOBILE PHONE USERS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

@wearesocialsg • 6

JAN
2015
TOTAL
POPULATION

YEAR-ON-YEAR GROWTH
HOW THE DIGITAL WORLD HAS EVOLVED OVER THE PAST 12 MONTHS

ACTIVE
INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

+1.6% +21% +12%

UNIQUE
MOBILE USERS

ACTIVE MOBILE
SOCIAL ACCOUNTS

+5%

+23%

+115 MILLION +525 MILLION +222 MILLION +185 MILLION +313 MILLION

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence (all extrapolated)

@wearesocialsg • 7


JAN
2015

SHARE OF GLOBAL USERS

EAST EUROPE
WEST EUROPE
NORTH AMERICA

5%

10%

10%

6%

9%

11%

7%

4%

3%

3%

3%

2%

3%

4%

AFRICA
SOUTH AMERICA
POPULATION
INTERNET USERS

6%

9%

8%

7%

8%

8%

EAST ASIA

MIDDLE EAST

3%

9%

CENTRAL ASIA

5%

CENTRAL AMERICA

6%

16%

5%

10%

13%

1%

<1%

1%

1%

22%

33%

27%

22%

SOUTHEAST ASIA
SOUTH ASIA

23%

8%

11%

18%

ACTIVE SOCIAL MEDIA ACCOUNTS

9%

10%

7%

10%

OCEANIA

1%

1%

1%

1%

MOBILE CONNECTIONS

We Are Social

• Sources: Wikipedia, US Census Bureau; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte; GSMA Intelligence

@wearesocialsg • 8


JAN
2015

DIGITAL IN ASIA-PACIFIC
A SNAPSHOT OF THE REGION’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL
POPULATION

ACTIVE

INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

MOBILE
CONNECTIONS

4,021 1,407 1,065 3,722

ACTIVE MOBILE
SOCIAL ACCOUNTS

879

MILLION

MILLION

MILLION

MILLION

MILLION

URBANISATION: 45%

PENETRATION: 35%

PENETRATION: 26%

vs. POPULATION: 93%

PENETRATION: 22%

FIGURE REPRESENTS TOTAL REGIONAL
POPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

@wearesocialsg • 9


JAN
2015

DIGITAL IN AFRICA

A SNAPSHOT OF THE REGION’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL
POPULATION

ACTIVE
INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

MOBILE
CONNECTIONS

ACTIVE MOBILE
SOCIAL ACCOUNTS

1,135

298

103

900

85

MILLION

MILLION

MILLION

MILLION

MILLION

URBANISATION: 40%

PENETRATION: 26%

PENETRATION: 9%

vs. POPULATION: 79%

PENETRATION: 7%

FIGURE REPRESENTS TOTAL REGIONAL
POPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

@wearesocialsg • 10


JAN
2015

DIGITAL IN THE AMERICAS
A SNAPSHOT OF THE REGION’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL
POPULATION

ACTIVE
INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

MOBILE
CONNECTIONS

ACTIVE MOBILE

SOCIAL ACCOUNTS

979

633

482

1,068
MILLION

399

MILLION

MILLION

MILLION

MILLION

URBANISATION: 81%

PENETRATION: 65%

PENETRATION: 49%

vs. POPULATION: 109%

PENETRATION: 41%

FIGURE REPRESENTS TOTAL REGIONAL
POPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

@wearesocialsg • 11


JAN
2015

DIGITAL IN EUROPE

A SNAPSHOT OF THE REGION’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL
POPULATION

ACTIVE
INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

MOBILE
CONNECTIONS

ACTIVE MOBILE
SOCIAL ACCOUNTS

837

584

387

1,104
MILLION

287

MILLION

MILLION

MILLION

MILLION

URBANISATION: 72%

PENETRATION: 70%

PENETRATION: 46%

vs. POPULATION: 132%

PENETRATION: 34%

FIGURE REPRESENTS TOTAL REGIONAL
POPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

@wearesocialsg • 12


JAN
2015

DIGITAL IN THE MIDDLE EAST
A SNAPSHOT OF THE REGION’S KEY DIGITAL STATISTICAL INDICATORS

TOTAL
POPULATION

ACTIVE
INTERNET USERS

ACTIVE SOCIAL
MEDIA ACCOUNTS

MOBILE
CONNECTIONS

ACTIVE MOBILE
SOCIAL ACCOUNTS

238

87

41

294

35

MILLION

MILLION

MILLION

MILLION

MILLION

URBANISATION: 67%

PENETRATION: 36%

PENETRATION: 17%

vs. POPULATION: 124%

PENETRATION: 15%

FIGURE REPRESENTS TOTAL REGIONAL
POPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS

FIGURE REPRESENTS ACTIVE USER
ACCOUNTS, NOT UNIQUE USERS

We Are Social

• Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

@wearesocialsg • 13


GLOBAL INTERNET USAGE
We Are Social

@wearesocialsg • 14


JAN
2015

INTERNET USE
REGIONAL INTERNET PENETRATION FIGURES

NORTH
AMERICA

WEST
EUROPE

88%!

58%!

81%!

38%!
36%!

43%!

GLOBAL
AVERAGE:
42%

We Are Social

CENTRAL
AMERICA

56%!

EAST

EUROPE

MIDDLE
EAST

26%!
AFRICA

SOUTH
AMERICA

• Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015. Wikipedia for population data.

CENTRAL
ASIA

51%!

EAST
ASIA

19%!
SOUTH
ASIA

33%!

SOUTHEAST
ASIA

69%!
OCEANIA

@wearesocialsg • 15


JAN
2015

INTERNET REGIONAL OVERVIEW
INTERNET USERS (IN MILLIONS), AND INTERNET PENETRATION, BY REGION

823!
INTERNET USERS, IN MILLIONS
INTERNET PENETRATION

We Are Social

26!

69%!

38%!
CENTRAL
ASIA

81%!

19%!

88%!

26%!

58%!

56%!

33%!

43%!

36%!
MIDDLE
EAST

27!

CENTRAL
AMERICA

87!

SOUTHEAST
ASIA

90!

OCEANIA

208!

SOUTH
AMERICA

231!

EAST
EUROPE

244!

AFRICA

298!

NORTH
AMERICA

313!

SOUTH
ASIA

EAST
ASIA

51%!

324!

WEST
EUROPE

341!

• Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015. Wikipedia for population data.

@wearesocialsg • 16


We Are Social

19%!

28%!

89%!
87%!
86%!

GERMANY
USA
JAPAN

• Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015. Wikipedia for population data.

37%!
THAILAND

INDIA

INDONESIA

38%!
NIGERIA

42%!

44%!
VIETNAM
GLOBAL AVERAGE

44%!

46%!
SOUTH AFRICA
PHILIPPINES

47%!

49%!
MEXICO
CHINA

49%!

53%!
EGYPT
TURKEY

54%!

BRAZIL

58%!

60%!

RUSSIA
SAUDI ARABIA

60%!

66%!

MALAYSIA
ITALY

67%!

POLAND

ARGENTINA

SPAIN

HONG KONG

SINGAPORE

75%!

77%!

79%!

81%!

84%!

89%!

UK

FRANCE

89%!

AUSTRALIA

90%!

92%!

UAE
SOUTH KOREA

93%!

CANADA

JAN
2015

INTERNET USE

NATIONAL INTERNET PENETRATION FIGURES

@wearesocialsg • 17


We Are Social
1.0 !

1.3 !

• Source: GlobalWebIndex, Q4 2014. Based on a survey of internet users aged 16-64. Note that average figures do not factor non-users.

JAPAN

SOUTH KOREA

NETHERLANDS

HONG KONG

GERMANY

CHINA

1.8 !

1.7 !

1.9 !

1.9 !

SPAIN
FRANCE

1.9 !

1.5 !

1.9 !

1.7 !

1.8 !

UK

AUSTRALIA

SAUDI ARABIA

AVERAGE

ITALY

CANADA

TURKEY

SINGAPORE

RUSSIA

POLAND

ARGENTINA

USA

MEXICO

MALAYSIA

INDIA

INDONESIA

UAE

SOUTH AFRICA

VIETNAM

BRAZIL

THAILAND

PHILIPPINES

2.3 !

2.2 !

2.3 !
2.9 !

2.7 !

2.6 !

2.5 !

2.7 !

3.4 !

3.1 !

3.4 !

3.4 !

3.4 !

3.2 !

3.1 !

3.3 !

4.0 !

4.0 !

3.9 !

3.7 !

4.2 !

4.2 !

4.9 !

4.7 !

4.5 !

5.0 !
4.9 !

4.8 !

4.6 !

5.1 !

5.1 !

5.1 !

5.1 !

5.2 !

5.1 !

4.9 !

4.6 !

4.4 !

4.2 !

4.1 !

4.0 !

3.9 !

3.7 !

3.8 !

3.8 !

4.1 !

5.4 !

5.5 !

6.3 !

JAN
2015

TIME SPENT ON THE INTERNET

AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY, SPLIT BY PC USE AND MOBILE PHONE USE

NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE ACCESSING THE INTERNET VIA EACH SPECIFIC DEVICE, AND DO NOT FACTOR NON-USERS

ACCESS THROUGH LAPTOP / DESKTOP
ACCESS THROUGH MOBILE DEVICE

@wearesocialsg • 18


JAN
2015

SHARE OF WEB TRAFFIC BY DEVICE
BASED ON EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED

SHARE OF WEB
PAGE VIEWS:
LAPTOPS & DESKTOPS

SHARE OF WEB
PAGE VIEWS:
MOBILE PHONES

SHARE OF WEB
PAGE VIEWS:
TABLETS

SHARE OF WEB
PAGE VIEWS:
OTHER DEVICES

62%

31%

7%

0.1%

YEAR-ON-YEAR:

YEAR-ON-YEAR:

YEAR-ON-YEAR:

YEAR-ON-YEAR:

-13%

We Are Social

• Source: StatCounter, Q1 2015

+39%

+17%

+18%

@wearesocialsg • 19


We Are Social
• Source: StatCounter, Q1 2015

34%!
33%!

SINGAPORE
GLOBAL AVERAGE

27%!

26%!
26%!
25%!

UK
HONG KONG
AUSTRALIA
USA

RUSSIA

12%!

15%!

17%!
CANADA
FRANCE

17%!

20%!
VIETNAM

ITALY

20%!
BRAZIL

18%!

21%!
PHILIPPINES

GERMANY

21%!
CHINA

23%!

28%!

TURKEY

EGYPT

29%!

SPAIN

24%!

29%!

SOUTH KOREA

ARGENTINA

30%!

JAPAN

32%!

35%!

MALAYSIA

MEXICO

36%!

THAILAND

POLAND

46%!

48%!

50%!

UAE
SAUDI ARABIA

50%!

INDONESIA

SOUTH AFRICA

INDIA

NIGERIA

61%!

72%!

76%!

JAN
2015

MOBILE’S SHARE OF WEB TRAFFIC

PERCENTAGE OF TOTAL WEB PAGES SERVED TO MOBILE PHONES

@wearesocialsg • 20


We Are Social

10.3 !

CANADA

• Source: Akamai State of the Internet Report, Q3 2014

2.0 !

3.6 !
SOUTH AFRICA

INDIA

3.6 !
EGYPT

2.5 !

3.7 !
INDONESIA

VIETNAM

3.8 !
CHINA

2.5 !

4.1 !
MALAYSIA

PHILIPPINES

4.2 !
ARGENTINA

2.9 !

4.5 !

GLOBAL AVERAGE

BRAZIL

4.7 !

UAE

5.5 !

TURKEY

6.6 !

THAILAND

5.5 !

6.9 !

FRANCE

ITALY

6.9 !

AUSTRALIA

7.8 !

8.6 !

POLAND
SPAIN

8.7 !

GERMANY

9.1 !

10.7 !

RUSSIA

12.2 !
11.5 !

UK

USA

SINGAPORE

JAPAN

HONG KONG

SOUTH KOREA

15.0 !

16.3 !

25.3 !

JAN
2015

AVERAGE NET CONNECTION SPEEDS

AVERAGE INTERNET CONNECTION SPEEDS, IN MBPS

@wearesocialsg • 21


We Are Social

51%!

62%!

SOUTH KOREA

56%!

63%!

GERMANY

37%!
36%!

ARGENTINA
BRAZIL

• Source: GlobalWebIndex, Q4 2014. Figures represent percentage of the national population who used e-commerce in the past month.

24%!
23%!

MEXICO
SOUTH AFRICA

INDIA

INDONESIA

THAILAND

14%!

16%!

18%!

21%!

24%!
VIETNAM

PHILIPPINES

25%!
SAUDI ARABIA

RUSSIA

30%!

33%!

37%!

MALAYSIA

TURKEY

37%!

39%!

ITALY
CHINA

39%!

44%!

POLAND

HONG KONG

44%!

SPAIN

40%!

45%!

UAE

JAPAN

46%!

49%!

FRANCE
SINGAPORE

49%!

CANADA

AUSTRALIA

USA

64%!

UK

JAN
2015

E-COMMERCE

PERCENTAGE OF THE NATIONAL POPULATION WHO BOUGHT SOMETHING ONLINE IN THE PAST MONTH [SURVEY-BASED]

@wearesocialsg • 22


GLOBAL SOCIAL MEDIA USAGE
We Are Social

@wearesocialsg • 23


JAN
2015

SOCIAL MEDIA USE

BASED ON THE MONTHLY ACTIVE USER NUMBERS REPORTED BY EACH COUNTRY’S MOST ACTIVE PLATFORM

TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA ACCOUNTS

ACTIVE SOCIAL ACCOUNTS
AS A PERCENTAGE OF
THE TOTAL POPULATION

#

2.08B
We Are Social

TOTAL NUMBER OF
SOCIAL ACCOUNTS
ACCESSING VIA MOBILE

ACTIVE MOBILE SOCIAL
ACCOUNTS AS A PERCENTAGE
OF THE TOTAL POPULATION

#

29%

1.69B

23%

• Sources: Facebook Q1 2015; Tencent Q4 2014; VKontakte Q3 2014 & Q4 2014, LiveInternet.ru Q1 2015. Wikipedia for population data.

@wearesocialsg • 24


JAN
2015

SOCIAL MEDIA USE

TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION

NORTH
AMERICA

WEST
EUROPE

58%!

45%!

47%!

4%!
17%!

37%!

GLOBAL

AVERAGE:
29%

We Are Social

CENTRAL
AMERICA

48%!

EAST
EUROPE

MIDDLE
EAST

9%!

CENTRAL
ASIA

43%!

EAST
ASIA

9%!
SOUTH
ASIA

AFRICA

SOUTH
AMERICA

• Sources: Facebook Q1 2015; Tencent Q4 2014; VKontakte Q3 2014 & Q4 2014. Wikipedia for population data.

32%!

SOUTHEAST
ASIA

45%!
OCEANIA

@wearesocialsg • 25