Digital 2021 October Global Statshot Report v03

DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
OCTOBER GLOBAL STATSHOT REPORT

PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE:
GWI
APP ANNIE
SEMRUSH
SIMILARWEB
KEPIOS
LOCOWISE
STATISTA
SKAI

!
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 this 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 or calculate the data 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 figures). 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 them using data from previous reports. Wherever we’re aware of the potential for historical
mismatches, we’ve also included a  COMPARABILITY ADVISORY 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 addition to changes in data sources and calculations, please also
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 such
as animals, groups and organisations, locations, and more. As a result, the figures we publish for social media users may
exceed the figures we publish for internet users. While this may seem counter-intuitive, such differences do not represent
mistakes. For further information, please see the “notes on data variance, mismatches, and curiosities” at the end of this report.
IMPORTANT NOTES ON COMPARING DATA

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GLOBAL OVERVIEW REPORT, WITH MORE
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DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
DIGITAL2021
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
LOCAL COUNTRY HEADLINES

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

8
OCT
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
7.89 5.29 4.88 4.55
BILLION BILLION BILLION BILLION
56.6% 67.1% 61.8% 57.6%
DIGITAL AROUND THE WORLD
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

9
OCT
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
OCT 2021 vs. OCT 2020 OCT 2021 vs. OCT 2020 OCT 2021 vs. OCT 2020 OCT 2021 vs. OCT 2020
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
+1.0% +1.9% +4.8% +9.9%
+80 MILLION +97 MILLION +222 MILLION +409 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

10
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS. *NOTES: CONSUMPTION
OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. “QOQ” REPRESENTS QUARTER-ON-QUARTER CHANGE. TELEVISION INCLUDES BROADCAST (LINEAR) TV AND CONTENT DELIVERED VIA
STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT PLAYING VIDEO
GAMES ON A GAMES CONSOLE
TIME SPENT USING THE
INTERNET (ALL DEVICES)
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
1H 35M 1H 01M 0H 57M 1H 13M
QOQ: +2.2% QOQ: +1.7% QOQ: +3.6% QOQ: +1.4%
6H 58M 3H 21M 2H 27M 2H 05M
QOQ: +0.7% QOQ: +0.5% QOQ: +2.1% QOQ: +1.6%
DAILY TIME SPENT WITH MEDIA
THE AVERAGE AMOUNT OF TIME* EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES

12
OCT
2021
SOURCES: KEPIOS (OCT 2021), BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q2 2021). SEE GWI.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
TOTAL NUMBER
OF GLOBAL
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF TOTAL
GLOBAL POPULATION
ANNUAL CHANGE
IN THE NUMBER OF
GLOBAL INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET BY
EACH INTERNET USER
PERCENTAGE OF USERS
ACCESSING THE INTERNET
VIA MOBILE DEVICES
4.88 61.8% +4.8% 6H 58M 90.9%
BILLION +222 MILLION
A SNAPSHOT OF INTERNET USE AROUND THE WORLD
OVERVIEW OF GLOBAL INTERNET USE
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS

13
OCT
2021
SOURCES: ITU; CIA WORLD FACTBOOK; INTERNETWORLDSTATS; INTERNETLIVESTATS (ALL ACCESSED OCT 2021). *NOTE: ITU AND CIA USER NUMBERS BASED ON THE PUBLISHED PENETRATION
FIGURE COMPARED TO LATEST POPULATION DATA FROM THE UNITED NATIONS.  COMPARABILITY ADVISORY: THE FIGURE THAT WE REPORT FOR INTERNET USERS REFERENCES DATA FROM
VARIOUS DIFFERENT SOURCES, INCLUDING SOME SOURCES NOT FEATURED ON THIS SLIDE. AS A RESULT, OUR OVERALL FIGURE MAY NOT MATCH ANY OF THE TOTALS REPORTED ON THIS SLIDE.
GLOBAL INTERNET USERS:
ITU DATA*
CIA WORLD FACTBOOK DATA
INTERNETWORLDSTATS DATA
INTERNETLIVESTATS DATA
vs. POPULATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
4.06 4.03 5.17 5.07
BILLION BILLION BILLION BILLION
51.4% 51.0% 65.6% 64.2%
GLOBAL INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE
DIFFERENT PERSPECTIVES: GLOBAL INTERNET USERS

14
OCT
2021
SOURCES: KEPIOS (OCT 2021), BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
NOTE: VALUES HAVE BEEN CAPPED AT 99%.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL
MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
99.0%
99.0%
98.0%
98.0%
97.9%
97.0%
97.0%
96.5%
96.0%
95.0%
94.0%
94.0%
93.2%
93.0%
92.0%
92.0%
92.0%
91.0%
91.0%
91.0%
91.0%
91.0%
90.0%
89.6%
89.0%
86.8%
85.0%
84.2%
84.1%
83.7%
83.0%
80.7%
80.0%
77.8%
77.0%
74.0%
73.7%
73.0%
71.9%
69.9%
69.0%
68.2%
68.0%
61.8%
53.0%
51.0%
47.0%
42.0%
DENMARK
U.A.E.
SOUTH
KOREA
U.K.
SAUDI
ARABIA
SWEDEN
SWITZERLAND
CANADA
NETHERLANDS
GERMANY
JAPAN
NEW
ZEALAND
SPAIN
HONG
KONG
BELGIUM
IRELAND
U.S.A.
AUSTRALIA
AUSTRIA
FRANCE
SINGAPORE
TAIWAN
ISRAEL
MALAYSIA
RUSSIA
POLAND
ROMANIA
PORTUGAL
MOROCCO
ITALY
ARGENTINA
GREECE
TURKEY
THAILAND
BRAZIL
MEXICO
INDONESIA
VIETNAM
EGYPT
CHINA
COLOMBIA
SOUTH
AFRICA
PHILIPPINES
WORLDWIDE
GHANA
NIGERIA
INDIA
KENYA
PERCENTAGE OF THE POPULATION THAT USES THE INTERNET
INTERNET ADOPTION

15
OCT
2021
SOURCES: KEPIOS (OCT 2021), BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q2 2021). SEE GWI.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
TOTAL NUMBER OF
MOBILE INTERNET USERS
(CELLULAR AND / OR WIFI)
MOBILE INTERNET USERS
AS A PERCENTAGE OF
TOTAL INTERNET USERS
SMARTPHONE INTERNET
USERS AS A PERCENTAGE
OF TOTAL INTERNET USERS
FEATURE PHONE INTERNET
USERS AS A PERCENTAGE
OF TOTAL INTERNET USERS
AVERAGE DAILY TIME SPENT
USING THE INTERNET
ON MOBILE DEVICES
4.44 90.9% 89.6% 4.8% 3H 37M
BILLION
INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
MOBILE INTERNET USE

16
OCT
2021
SOURCE: OOKLA (OCT 2021). FIGURES REPRESENT AVERAGE DOWNLOAD AND UPLOAD SPEEDS (IN MEGABITS PER SECOND) AND CONNECTION LATENCY (IN MILLISECONDS) IN AUGUST 2021,
WITH COMPARISONS TO THE EQUIVALENT VALUES IN AUGUST 2020. *NOTE: A NEGATIVE VALUE FOR YEAR-ON-YEAR CHANGE IN LATENCY REPRESENTS AN IMPROVEMENT, BECAUSE LOWER
LATENCY RESULTS IN FASTER CONTENT DELIVERY.
AVERAGE SPEED OF
MOBILE INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF MOBILE
INTERNET CONNECTIONS
AVERAGE SPEED OF
FIXED INTERNET
CONNECTIONS
YEAR-ON-YEAR CHANGE IN
AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS
DOWNLOAD (MBPS): DOWNLOAD: DOWNLOAD (MBPS): DOWNLOAD:
UPLOAD (MBPS): UPLOAD: UPLOAD (MBPS): UPLOAD:
LATENCY (MS): LATENCY*: LATENCY (MS): LATENCY*:
56.74 +63% 110.24 +31%
12.61 +15% 60.13 +36%
37 -12% 19 -14%
AVERAGE DOWNLOAD AND UPLOAD SPEEDS AND LATENCY FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
INTERNET CONNECTION SPEEDS: OVERVIEW

17
OCT
2021
SOURCE: OOKLA (OCT 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN AUGUST 2021, AND COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN AUGUST 2020. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE
COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN OCTOBER 2021.
FASTEST MOBILE INTERNET CONNECTION SPEEDS SLOWEST MOBILE INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
140 AFGHANISTAN 7.07 +3.8%
139 VENEZUELA 7.41 -7.6%
138 PALESTINE 8.11 +14.1%
137 BANGLADESH 12.92 +19.7%
136 GHANA 13.17 -13.5%
135 ZIMBABWE 13.71 +18.6%
134 SOMALIA 14.23 +44.0%
133 TANZANIA 14.48 +11.9%
132 SUDAN 15.66 +54.9%
131 TAJIKISTAN 15.70 +29.2%
01 U.A.E. 195.52 +75.9%
02 SOUTH KOREA 192.16 +70.0%
03 NORWAY 173.54 +133.4%
04 QATAR 169.17 +92.1%
05 CHINA 163.45 +46.9%
06 SAUDI ARABIA 149.95 +93.4%
07 KUWAIT 141.46 +150.6%
08 CYPRUS 136.18 +207.1%
09 AUSTRALIA 126.97 +86.1%
10 BULGARIA 126.21 +86.2%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST MOBILE INTERNET CONNECTION SPEEDS
MOBILE INTERNET CONNECTION SPEED RANKINGS

18
OCT
2021
SOURCE: OOKLA (OCT 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR MOBILE INTERNET CONNECTIONS IN AUGUST 2021.
195.52
192.16
163.45
149.95
126.97
115.83
103.35
100.48
97.06
96.31
91.75
87.65
81.32
80.82
78.75
75.67
73.17
72.47
70.71
70.24
66.38
61.32
56.74
55.93
55.39
52.28
50.44
49.37
48.14
47.51
47.43
46.02
43.41
41.16
37.63
34.49
33.77
33.47
29.60
29.14
28.16
24.48
23.59
22.22
21.96
18.67
17.96
13.17
U.A.E.
SOUTH
KOREA
CHINA
SAUDI
ARABIA
AUSTRALIA
SWITZERLAND
DENMARK
NETHERLANDS
SWEDEN
U.S.A.
SINGAPORE
CANADA
TAIWAN
U.K.
HONG
KONG
GERMANY
NEW
ZEALAND
FRANCE
GREECE
BELGIUM
AUSTRIA
JAPAN
WORLDWIDE
ROMANIA
IRELAND
POLAND
SOUTH
AFRICA
THAILAND
SPAIN
ITALY
TURKEY
ISRAEL
PORTUGAL
VIETNAM
MOROCCO
MEXICO
PHILIPPINES
BRAZIL
ARGENTINA
MALAYSIA
RUSSIA
EGYPT
NIGERIA
KENYA
INDONESIA
COLOMBIA
INDIA
GHANA
AVERAGE MOBILE INTERNET CONNECTION SPEED, IN MBPS
MOBILE INTERNET CONNECTION SPEEDS

19
OCT
2021
SOURCE: OOKLA (OCT 2021). *NOTES: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN AUGUST 2021, AND COMPARISONS TO AVERAGE
DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN AUGUST 2020. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, AND RANKINGS ONLY INCLUDE THOSE
COUNTRIES AND TERRITORIES FOR WHICH DATA ARE AVAILABLE IN OCTOBER 2021.
FASTEST FIXED INTERNET CONNECTION SPEEDS SLOWEST FIXED INTERNET CONNECTION SPEEDS
# COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y
180 CUBA 3.46 -32.0%
179 TURKMENISTAN 4.49 +26.1%
178 YEMEN 5.95 +36.8%
177 MOZAMBIQUE 8.84 +2.7%
176 SUDAN 9.02 +44.1%
175 AFGHANISTAN 9.23 +12.6%
174 BURUNDI 9.72 +23.2%
173 ALGERIA 9.95 +153.8%
172 GAMBIA 10.09 +29.5%
171 TUNISIA 10.30 +8.2%
01 SINGAPORE 262.20 +20.2%
02 HONG KONG 254.40 +23.7%
03 MONACO 242.89 +47.8%
04 SWITZERLAND 222.00 +30.1%
05 THAILAND 221.00 +27.4%
06 ROMANIA 217.91 +24.2%
07 SOUTH KOREA 216.67 +35.4%
08 DENMARK 216.13 +42.9%
09 CHILE 209.83 +62.7%
10 FRANCE 201.61 +27.2%
COUNTRIES AND TERRITORIES* WITH THE FASTEST AND SLOWEST FIXED INTERNET CONNECTION SPEEDS
FIXED INTERNET CONNECTION SPEED RANKINGS

20
OCT
2021
SOURCE: OOKLA (OCT 2021). NOTE: FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS FOR FIXED INTERNET CONNECTIONS IN AUGUST 2021.
262.20
254.40
222.00
221.00
217.91
216.67
216.13
201.61
199.00
195.11
193.15
187.36
180.35
176.46
167.29
164.24
164.16
161.85
152.00
147.45
145.96
130.76
121.81
117.40
110.24
108.88
103.28
95.79
94.30
93.77
93.37
91.65
85.57
75.30
72.56
68.44
62.45
57.49
53.60
53.04
49.55
44.09
40.58
35.03
26.95
26.40
18.15
17.41
SINGAPORE
HONG
KONG
SWITZERLAND
THAILAND
ROMANIA
SOUTH
KOREA
DENMARK
FRANCE
U.S.A.
U.A.E.
CHINA
SPAIN
JAPAN
CANADA
SWEDEN
ISRAEL
NEW
ZEALAND
NETHERLANDS
TAIWAN
POLAND
PORTUGAL
GERMANY
BELGIUM
IRELAND
WORLDWIDE
BRAZIL
MALAYSIA
U.K.
ITALY
AUSTRIA
RUSSIA
SAUDI
ARABIA
AUSTRALIA
VIETNAM
PHILIPPINES
COLOMBIA
INDIA
ARGENTINA
SOUTH
AFRICA
MEXICO
GHANA
EGYPT
TURKEY
GREECE
INDONESIA
MOROCCO
NIGERIA
KENYA
AVERAGE FIXED INTERNET CONNECTION SPEED, IN MBPS
FIXED INTERNET CONNECTION SPEEDS

21
OCT
2021
SOURCE: STATCOUNTER (ACCESSED OCT 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
SEPTEMBER 2021; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR SEPTEMBER 2021 TO SEPTEMBER 2020. 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 IN SHARE VALUES.
SEP 2021 vs. SEP 2020: SEP 2021 vs. SEP 2020: SEP 2021 vs. SEP 2020: SEP 2021 vs. SEP 2020:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
54.56% 42.83% 2.52% 0.10%
+8.7% -9.1% -3.8% +67%
+438 BPS -431 BPS -10 BPS +4 BPS
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
SHARE OF WEB TRAFFIC BY DEVICE
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
!

22
OCT
2021
SOURCE: STATCOUNTER (ACCESSED OCT 2021). *NOTES: “YOY” REPRESENTS YEAR-ON-YEAR CHANGE. VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. BROWSER SHARE VALUES
ARE FOR SEPTEMBER 2021; CHANGE FIGURES COMPARE EACH BROWSER’S SHARE IN SEPTEMBER 2021 TO ITS SHARE IN SEPTEMBER 2020. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN
INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
SAMSUNG INTERNET OPERA UC BROWSER OTHER
CHROME SAFARI FIREFOX MICROSOFT EDGE*
2.89% 2.32% 1.05% 2.56%
YOY: -11% (-22 BPS) YOY: +13% (+26 BPS) YOY: -15% (-18 BPS) YOY: -20% (-108 BPS)
65.15% 18.40% 3.67% 3.97%
YOY: -1.8% (-119 BPS) YOY: +10.0% (+167 BPS) YOY: -10% (-42 BPS) YOY: +27% (+116 BPS)
BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE
SHARE OF GLOBAL WEB TRAFFIC BY BROWSER

23
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS.
60.5%
54.7%
52.8%
50.8%
50.3%
46.6%
45.7%
45.2%
42.5%
41.6%
37.5%
35.1%
34.4%
31.6%
30.5%
29.9%
FINDING INFORMATION
STAYING IN TOUCH WITH FRIENDS AND FAMILY
KEEPING UP-TO-DATE WITH NEWS AND EVENTS
WATCHING VIDEOS, TV SHOWS AND 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, VACATIONS AND TRAVEL
RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS
MANAGING FINANCES AND SAVINGS
GAMING
BUSINESS-RELATED RESEARCH
MEETING NEW PEOPLE AND MAKING NEW CONNECTIONS
PRIMARY REASONS WHY GLOBAL INTERNET USERS AGED 16 TO 64 USE THE INTERNET
REASONS FOR USING THE INTERNET

24
OCT
2021
95.8%
95.5%
83.4%
58.2%
56.2%
50.6%
46.3%
41.8%
40.6%
40.0%
34.7%
32.5%
29.5%
28.5%
26.6%
26.3%
24.9%
22.9%
22.2%
22.1%
SOCIAL NETWORKS
CHAT AND MESSAGING PLATFORMS
SEARCH ENGINES OR WEB PORTALS
SHOPPING, AUCTIONS OR CLASSIFIEDS
MAPS, PARKING OR LOCATION-BASED SERVICES
EMAIL
MUSIC
NEWS
WEATHER
ENTERTAINMENT
GAMES
FOOD, RECIPES, RESTAURANTS OR TAKEAWAYS
TAXI, RIDE SHARING, BIKE OR SCOOTER HIRE
BANKING, INVESTING OR INSURANCE
EDUCATION
SPORTS
HEALTH AND FITNESS
TRAVEL
BOOKS
LIFESTYLE AND FASHION
PERCENTAGE OF GLOBAL 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

25
OCT
2021
SOURCE: SEMRUSH (OCT 2021). FIGURES REPRESENT TRAFFIC FOR SEPTEMBER 2021. NOTES: ‘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 SITES.  COMPARABILITY ADVISORY: METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
11 NAVER.COM 2.2B 0.1B 33M 35S 11.04
12 XVIDEOS.COM 2.1B 0.3B 18M 34S 8.78
13 REDDIT.COM 1.9B 0.4B 21M 33S 4.30
14 VK.COM 1.6B 0.2B 23M 03S 9.92
15 LIVE.COM 1.5B 0.3B 9M 13S 4.06
16 XNXX.COM 1.4B 0.2B 18M 24S 8.54
17 YAHOO.CO.JP 1.3B 0.1B 14M 31S 6.53
18 FANDOM.COM 1.2B 0.3B 12M 13S 3.16
19 MICROSOFTONLINE.COM 1.2B 0.2B 4M 16S 1.96
20 TWITCH.TV 1.2B 0.1B 31M 09S 2.36
01 GOOGLE.COM 45.4B 3.1B 21M 02S 5.78
02 YOUTUBE.COM 14.1B 1.7B 30M 56S 3.73
03 FACEBOOK.COM 11.2B 1.5B 21M 52S 6.03
04 WIKIPEDIA.ORG 5.8B 1.4B 10M 27S 2.11
05 AMAZON.COM 3.0B 0.7B 12M 23S 6.67
06 YAHOO.COM 2.9B 0.4B 17M 25S 4.07
07 INSTAGRAM.COM 2.9B 0.7B 17M 43S 5.05
08 TWITTER.COM 2.4B 0.6B 14M 34S 4.47
09 YANDEX.RU 2.3B 0.2B 22M 15S 6.54
10 PORNHUB.COM 2.2B 0.4B 15M 04S 8.43
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SEMRUSH)
! SEMRUSH HAS RECENTLY REVISED ITS METHODOLOGY, SO VALUES ARE NOT COMPARABLE WITH DATA IN PREVIOUS REPORTS

26
OCT
2021
SOURCE: SIMILARWEB (OCT 2021). FIGURES REPRESENT TRAFFIC FOR SEPTEMBER 2021. 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 SITES.
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
11 WHATSAPP.COM 2.8B 0.4B 3M 15S 1.55
12 NETFLIX.COM 2.5B 0.3B 8M 44S 4.05
13 XNXX.COM 2.5B 0.3B 8M 36S 11.30
14 AMAZON.COM 2.5B 0.5B 6M 56S 8.46
15 LIVE.COM 2.3B 0.3B 7M 27S 8.36
16 YAHOO.CO.JP 2.3B 0.1B 9M 05S 6.74
17 PORNHUB.COM 2.2B 0.3B 8M 05S 6.97
18 ZOOM.US 2.1B 0.4B 3M 35S 2.90
19 OFFICE.COM 1.7B 0.2B 9M 38S 7.67
20 REDDIT.COM 1.6B 0.2B 9M 38S 6.62
01 GOOGLE.COM 89.1B 3.1B 11M 24S 8.69
02 YOUTUBE.COM 33.8B 1.9B 21M 27S 11.18
03 FACEBOOK.COM 21.0B 1.7B 10M 06S 8.48
04 TWITTER.COM 6.5B 0.9B 10M 34S 11.15
05 INSTAGRAM.COM 6.3B 1.0B 7M 48S 11.27
06 BAIDU.COM 5.6B 0.3B 6M 01S 7.95
07 WIKIPEDIA.ORG 5.2B 1.1B 3M 48S 2.99
08 YANDEX.RU 3.8B 0.2B 10M 57S 9.57
09 YAHOO.COM 3.4B 0.4B 7M 37S 5.71
10 XVIDEOS.COM 3.3B 0.4B 9M 56S 9.19
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO SIMILARWEB, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SIMILARWEB)

27
OCT
2021
SOURCE: ALEXA (OCT 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE PLATFORMS.
‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT GLOBAL VISITORS SPEND ON EACH SITE, MEASURED IN MINUTES AND SECONDS.
ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
11 AMAZON.COM 10M 54S 9.8
12 YAHOO.COM 5M 10S 4.7
13 WIKIPEDIA.ORG 3M 45S 3.1
14 WEIBO.COM 2M 59S 3.5
15 SINA.COM.CN 2M 51S 3.4
16 ZOOM.US 6M 54S 3.7
17 XINHUANET.COM 3M 00S 5.8
18 LIVE.COM 5M 31S 5.6
19 NETFLIX.COM 4M 49S 3.5
20 MICROSOFT.COM 4M 41S 3.4
01 GOOGLE.COM 17M 34S 18.4
02 YOUTUBE.COM 19M 40S 10.6
03 TMALL.COM 7M 01S 3.9
04 QQ.COM 3M 46S 3.9
05 BAIDU.COM 5M 16S 5.0
06 SOHU.COM 3M 40S 4.6
07 FACEBOOK.COM 18M 23S 8.8
08 TAOBAO.COM 4M 19S 3.5
09 360.CN 3M 15S 4.2
10 JD.COM 3M 32S 4.4
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (ALEXA)

28
OCT
2021
SOURCE: STATCOUNTER (ACCESSED OCT 2021). *NOTES: “YOY” REPRESENTS YEAR-ON-YEAR CHANGE. VALUES FOR YANDEX INCLUDE YANDEX.RU. SHARE VALUES ARE FOR SEPTEMBER 2021;
CHANGE FIGURES COMPARE SHARE IN SEPTEMBER 2021 TO SHARE IN SEPTEMBER 2020. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF
50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
YANDEX* DUCKDUCKGO SOGOU OTHER
GOOGLE BING YAHOO! BAIDU
0.90% 0.61% 0.15% 0.51%
YOY: -3.2% (-3 BPS) YOY: +22% (+11 BPS) YOY: -25% (-5 BPS) YOY: -5.6% (-3 BPS)
92.04% 2.66% 1.48% 1.64%
YOY: -0.2% (-23 BPS) YOY: -6.0% (-17 BPS) YOY: -6.3% (-10 BPS) YOY: +44% (+50 BPS)
PERCENTAGE OF GLOBAL WEB SEARCH TRAFFIC GOING TO EACH SEARCH ENGINE’S WEBSITE
SEARCH ENGINE MARKET SHARE

29
OCT
2021
SOURCE: GOOGLE TRENDS (ACCESSED OCT 2021); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR
EACH QUERY vs. SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). *ADVISORY: GOOGLE TRENDS
DATA IS BASED ON A DYNAMIC SAMPLE OF SEARCH ACTIVITY, AND RANK ORDERS AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED.
# SEARCH QUERY INDEX vs. TOP QUERY
# SEARCH QUERY INDEX vs. TOP QUERY
11 WHATSAPP WEB 29
12 TIEMPO 26
13 GMAIL 24
14 TRADUCTOR 22
15 TWITTER 22
16 ПОГОДА 22
17 METEO 20
18 YAHOO 19
19 HOTMAIL 19
20 GOOGLE TRANSLATE 17
01 GOOGLE 100
02 YOUTUBE 84
03 FACEBOOK 77
04 WEATHER 68
05 NEWS 47
06 WHATSAPP 44
07 TRANSLATE 39
08 AMAZON 38
09 INSTAGRAM 36
10 VIDEOS 33
BASED ON WORLDWIDE GOOGLE SEARCHES* BETWEEN 01 JULY AND 30 SEPTEMBER 2021
TOP GOOGLE SEARCH QUERIES IN Q3 2021

30
OCT
2021
32.0%
31.8%
26.4%
24.7%
24.2%
23.9%
23.8%
22.9%
22.4%
22.2%
22.0%
21.7%
20.5%
20.3%
20.2%
19.6%
18.9%
18.6%
18.5%
17.4%
17.2%
16.2%
16.0%
16.0%
15.5%
15.3%
14.6%
14.6%
14.2%
13.9%
13.8%
13.7%
13.6%
13.3%
11.9%
11.6%
10.7%
10.6%
10.4%
10.3%
9.4%
9.4%
8.8%
8.8%
7.7%
7.6%
7.5%
7.2%
CHINA
INDIA
NIGERIA
U.S.A.
VIETNAM
WORLDWIDE
U.K.
ITALY
IRELAND
TURKEY
MEXICO
SPAIN
BRAZIL
CANADA
TAIWAN
THAILAND
GERMANY
AUSTRALIA
HONG
KONG
SOUTH
AFRICA
U.A.E.
KENYA
NEW
ZEALAND
PHILIPPINES
SAUDI
ARABIA
EGYPT
COLOMBIA
INDONESIA
MALAYSIA
GHANA
RUSSIA
FRANCE
AUSTRIA
SINGAPORE
POLAND
SWITZERLAND
SWEDEN
ARGENTINA
MOROCCO
DENMARK
BELGIUM
PORTUGAL
JAPAN
ROMANIA
NETHERLANDS
SOUTH
KOREA
GREECE
ISRAEL
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USED A VOICE ASSISTANT (E.G. SIRI, ALEXA) TO FIND INFORMATION IN THE PAST WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
DUE TO SURVEY CHANGES, THE VALUES ON THIS CHART ARE NOT COMPARABLE TO VALUES PUBLISHED IN PREVIOUS REPORTS
!

31
OCT
2021
25.0% 25.5%
23.3%
20.5%
18.1%
26.3% 25.5% 25.0%
21.3%
18.0%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO USED A VOICE ASSISTANT (E.G. SIRI, ALEXA) TO FIND INFORMATION IN THE PAST WEEK
USE OF VOICE ASSISTANTS TO FIND INFORMATION
!

32
OCT
2021
51.7%
51.4%
51.0%
44.2%
41.3%
37.7%
37.2%
35.4%
35.0%
34.0%
34.0%
30.4%
29.5%
29.4%
29.2%
28.3%
28.3%
27.4%
26.7%
26.6%
26.3%
26.0%
24.5%
24.4%
24.3%
23.8%
23.0%
23.0%
20.4%
19.4%
18.7%
17.8%
17.6%
17.4%
16.7%
14.7%
14.4%
14.1%
14.0%
13.9%
12.9%
10.0%
9.5%
9.2%
8.6%
8.6%
8.5%
8.0%
COLOMBIA
BRAZIL
MEXICO
ARGENTINA
INDONESIA
VIETNAM
THAILAND
INDIA
PHILIPPINES
PORTUGAL
TAIWAN
CHINA
WORLDWIDE
SAUDI
ARABIA
NIGERIA
KENYA
MOROCCO
SOUTH
AFRICA
GREECE
MALAYSIA
EGYPT
U.A.E.
HONG
KONG
SPAIN
TURKEY
ITALY
ISRAEL
ROMANIA
POLAND
U.S.A.
SOUTH
KOREA
CANADA
SINGAPORE
NEW
ZEALAND
IRELAND
AUSTRALIA
DENMARK
U.K.
RUSSIA
SWEDEN
GHANA
NETHERLANDS
AUSTRIA
SWITZERLAND
GERMANY
JAPAN
FRANCE
BELGIUM
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

33
OCT
2021
34.6%
31.4%
29.4%
24.4%
18.8%
32.4%
30.6% 29.9%
26.1%
19.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE

34
OCT
2021
EDUCATIONAL
VIDEO
PRODUCT
REVIEW VIDEO
GAMING
VIDEO
SPORTS CLIPS OR
HIGHLIGHTS VIDEO
‘INFLUENCER’
VIDEOS AND VLOGS
ANY KIND
OF VIDEO
MUSIC
VIDEO
COMEDY, MEME,
OR ‘VIRAL’ VIDEO
TUTORIAL OR
HOW-TO VIDEO
VIDEO LIVE
STREAM
30.0% 27.5% 27.3% 26.6% 26.0%
92.1% 51.5% 36.7% 31.6% 30.1%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO VIA THE INTERNET EACH WEEK
TYPES OF ONLINE VIDEO CONTENT WATCHED EACH WEEK

35
OCT
2021
SOURCE: FLIXPATROL.COM (OCT 2021). NOTE: TITLES SHOWN HERE REFLECT THE TV SHOW OR MOVIE NAME DISPLAYED IN ENGLISH-SPEAKING COUNTRIES; TITLES MAY APPEAR DIFFERENTLY IN
OTHER COUNTRIES. TITLES DENOTED BY (*) ARE NETFLIX ORIGINAL PRODUCTIONS.
TOP MOVIES ON NETFLIX (WORLDWIDE)
TOP TV SHOWS ON NETFLIX (WORLDWIDE)
# MOVIE TITLE PRODUCTION COUNTRY
# TV SHOW TITLE PRODUCTION COUNTRY
01 KATE* U.S.A.
02 AFTERLIFE OF THE PARTY* U.S.A.
03 HE’S ALL THAT* U.S.A.
04 MAN ON FIRE U.S.A.
05 INTRUSION* U.S.A.
06 SCHUMACHER* GERMANY
07 SAS: RED NOTICE UNITED KINGDOM
08 NIGHTBOOKS* U.S.A.
09 PREY* GERMANY
10 THE STRONGHOLD* FRANCE
01 MONEY HEIST* SPAIN
02 LUCIFER* U.S.A.
03 SEX EDUCATION* U.S.A.
04 CLICKBAIT* U.S.A.
05 SQUID GAME* SOUTH KOREA
06 GOOD GIRLS* U.S.A.
07
TURNING POINT: 9/11 AND THE
WAR ON TERROR*
U.S.A.
08 THE GOOD DOCTOR U.S.A.
09 HOMETOWN CHA-CHA-CHA SOUTH KOREA
10 RIVERDALE U.S.A.
THE MOST POPULAR TV SHOWS AND MOVIES ON NETFLIX (WORLDWIDE) IN SEPTEMBER 2021, ACCORDING TO FLIXPATROL
TOP CONTENT ON NETFLIX: SEPTEMBER 2021

36
OCT
2021
SOURCE: FLIXPATROL.COM (OCT 2021). NOTE: TITLES SHOWN HERE REFLECT THE TV SHOW OR MOVIE NAME DISPLAYED IN ENGLISH-SPEAKING COUNTRIES; TITLES MAY APPEAR DIFFERENTLY IN
OTHER COUNTRIES. TITLES DENOTED BY (*) ARE ORIGINAL DISNEY PRODUCTIONS.
TOP MOVIES ON DISNEY+ (WORLDWIDE)
TOP TV SHOWS ON DISNEY+ (WORLDWIDE)
# MOVIE TITLE PRODUCTION COUNTRY
# TV SHOW TITLE PRODUCTION COUNTRY
01 CRUELLA* U.S.A.
02 LUCA* U.S.A.
03 MOANA U.S.A.
04 BLACK WIDOW* U.S.A.
05 AVENGERS: ENDGAME U.S.A.
06 RAYA AND THE LAST DRAGON* U.S.A.
07 NONA U.S.A.
08 THE NEW MUTANTS U.S.A.
09 FROZEN II U.S.A.
10 COCO U.S.A.
01 WHAT IF…?* U.S.A.
02 THE SIMPSONS U.S.A.
03 GREY’S ANATOMY U.S.A.
04 DUG DAYS* U.S.A.
05 BLUEY U.S.A.
06 LOKI* U.S.A.
07 THE WALKING DEAD U.S.A.
08 JESSIE U.S.A.
09 DINOSAURS U.S.A.
10 FAMILY GUY U.S.A.
THE MOST POPULAR TV SHOWS AND MOVIES ON DISNEY+ (WORLDWIDE) IN SEPTEMBER 2021, ACCORDING TO FLIXPATROL
TOP CONTENT ON DISNEY+: SEPTEMBER 2021

37
OCT
2021
60.3%
40.9%
34.9%
32.6%
32.2%
29.6%
29.2%
29.2%
29.0%
28.8%
26.0%
24.7%
24.6%
24.6%
24.3%
24.2%
23.3%
22.4%
22.0%
21.8%
20.2%
20.1%
20.0%
19.9%
19.7%
19.6%
19.3%
19.2%
18.8%
18.6%
17.9%
17.3%
17.3%
16.1%
15.8%
15.7%
15.6%
14.9%
14.9%
14.7%
14.5%
14.1%
14.1%
12.9%
12.7%
11.7%
11.2%
7.4%
PHILIPPINES
TAIWAN
BRAZIL
INDONESIA
INDIA
CHINA
HONG
KONG
U.A.E.
MEXICO
MALAYSIA
WORLDWIDE
SAUDI
ARABIA
KENYA
MOROCCO
SOUTH
AFRICA
NIGERIA
COLOMBIA
TURKEY
ROMANIA
SPAIN
SOUTH
KOREA
ARGENTINA
THAILAND
PORTUGAL
SWEDEN
VIETNAM
IRELAND
SINGAPORE
POLAND
NEW
ZEALAND
EGYPT
CANADA
ITALY
AUSTRALIA
FRANCE
NETHERLANDS
U.S.A.
AUSTRIA
U.K.
RUSSIA
BELGIUM
GERMANY
SWITZERLAND
GHANA
DENMARK
ISRAEL
GREECE
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE WATCHED A VLOG IN THE PAST WEEK
WATCHING VLOGS
!

38
OCT
2021
39.6%
31.2%
23.4%
18.2%
13.7%
29.7%
25.5%
23.4%
17.7%
12.9%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
WATCHING VLOGS BY AGE AND GENDER
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE WATCHED A VLOG IN THE PAST WEEK
!

39
OCT
2021
LISTEN TO MUSIC
STREAMING SERVICES
LISTEN TO ONLINE RADIO
SHOWS OR STATIONS
LISTEN TO
AUDIO BOOKS
LISTEN TO
PODCASTS
39.3% 22.9% 19.9% 20.1%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK
LISTENING TO ONLINE AUDIO EACH WEEK
!

40
OCT
2021
SOURCE: SPOTIFY (OCT 2021).
SPOTIFY VIRAL CHART
SPOTIFY TOP 10
# ARTIST TRACK TITLE # ARTIST TRACK TITLE
01 23 PINK SOLDIERS
02 IVAN CORNEJO ESTÁ DAÑADA
03 CKAY FEAT. DJ YO! & AX’EL LOVE NWANTITI (REMIX)
04 THE RARE OCCASIONS NOTION
05 LISA MONEY
06 MADDS BUCKLEY THE RED MEANS I LOVE YOU
07 SIOUXXIE MASQUERADE
08 CKAY LOVE NWANTITI (AH AH AH)
09 JUNG JAEIL WAY BACK THEN
10 CANKING, ESS2MAD LEMME LAND?
01 THE KID LAROI FEAT. JUSTIN BIEBER STAY
02 LIL NAS FEAT. JACK HARLOW INDUSTRY BABY
03 GLASS ANIMALS HEAT WAVES
04 ED SHEERAN BAD HABITS
05 FARRUKO PEPAS
06 ED SHEERAN SHIVERS
07 DOJA CAT WOMAN
08 COLDPLAY, BTS MY UNIVERSE
09 LISA MONEY
10 ELTON JOHN, DUA LIPA COLD HEART (PNAU REMIX)
THE MOST POPULAR TRACKS ON SPOTIFY (WORLDWIDE) BETWEEN 08 AND 14 OCTOBER 2021
GLOBAL SPOTIFY CHARTS: WEEK ENDING 14 OCT 2021

41
OCT
2021
33.2%
32.5%
32.0%
30.2%
26.3%
23.2%
22.6%
22.2%
21.9%
21.3%
21.3%
21.2%
21.0%
20.9%
20.8%
20.6%
20.6%
20.1%
20.0%
19.7%
19.5%
19.1%
18.9%
18.9%
18.8%
18.7%
17.6%
17.5%
17.3%
16.7%
16.6%
16.0%
15.9%
15.7%
15.4%
15.3%
15.0%
14.7%
14.6%
14.1%
13.9%
13.8%
13.6%
11.8%
11.5%
11.0%
8.5%
4.3%
MEXICO
BRAZIL
INDONESIA
SWEDEN
IRELAND
SPAIN
POLAND
INDIA
COLOMBIA
CANADA
ROMANIA
U.S.A.
SOUTH
AFRICA
PHILIPPINES
DENMARK
NEW
ZEALAND
U.K.
WORLDWIDE
PORTUGAL
THAILAND
AUSTRALIA
CHINA
GERMANY
SAUDI
ARABIA
NIGERIA
ISRAEL
AUSTRIA
HONG
KONG
SWITZERLAND
ARGENTINA
GHANA
TURKEY
SINGAPORE
KENYA
U.A.E.
TAIWAN
MOROCCO
MALAYSIA
ITALY
FRANCE
NETHERLANDS
VIETNAM
EGYPT
BELGIUM
SOUTH
KOREA
GREECE
RUSSIA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST WEEK
LISTENING TO PODCASTS
!

42
OCT
2021
23.2%
21.9%
18.7%
16.6%
14.1%
22.4% 21.7%
20.0%
16.7%
13.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
LISTENING TO PODCASTS BY AGE AND GENDER
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE LISTENED TO OR WATCHED A PODCAST IN THE PAST WEEK
!

43
OCT
2021
TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
17.5% 14.0% 9.6% 8.8%
84.9% 68.9% 39.8% 27.5%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE
PLAYING VIDEO GAMES: DEVICE PERSPECTIVE

44
OCT
2021
97.0%
95.1%
94.6%
94.4%
93.3%
92.9%
92.2%
92.2%
91.4%
91.1%
90.0%
89.9%
89.8%
88.2%
86.7%
86.6%
85.7%
84.9%
84.2%
84.0%
83.7%
83.5%
83.2%
82.8%
82.5%
82.4%
81.9%
80.4%
80.0%
79.1%
78.7%
78.4%
77.8%
77.2%
76.5%
75.0%
74.8%
74.1%
73.7%
73.4%
73.1%
72.7%
71.1%
69.3%
PHILIPPINES
THAILAND
INDONESIA
VIETNAM
U.A.E.
INDIA
TAIWAN
TURKEY
MEXICO
SOUTH
AFRICA
SAUDI
ARABIA
BRAZIL
MALAYSIA
ARGENTINA
GREECE
HONG
KONG
COLOMBIA
WORLDWIDE
ROMANIA
SPAIN
EGYPT
SINGAPORE
POLAND
PORTUGAL
ITALY
SOUTH
KOREA
CHINA
FRANCE
RUSSIA
NEW
ZEALAND
CANADA
AUSTRIA
SWEDEN
SWITZERLAND
U.S.A.
AUSTRALIA
GERMANY
BELGIUM
ISRAEL
U.K.
DENMARK
IRELAND
NETHERLANDS
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES

45
OCT
2021
89.3% 87.7%
84.3%
76.1%
66.6%
92.2% 91.0%
87.9%
80.2%
65.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES BY AGE AND GENDER

46
OCT
2021
55.5%
54.7%
53.8%
51.7%
49.4%
48.8%
48.8%
48.6%
47.8%
46.5%
43.2%
42.1%
39.7%
39.7%
39.5%
39.1%
38.8%
38.2%
38.1%
38.0%
37.1%
37.0%
35.2%
35.1%
33.5%
33.4%
32.3%
32.1%
31.9%
31.9%
31.2%
31.1%
29.8%
29.1%
27.9%
27.7%
26.8%
26.8%
26.8%
26.0%
25.7%
22.0%
19.0%
18.5%
17.9%
16.6%
14.3%
12.3%
COLOMBIA
BRAZIL
MEXICO
INDONESIA
ARGENTINA
SPAIN
THAILAND
POLAND
SWITZERLAND
TAIWAN
MALAYSIA
U.A.E.
ISRAEL
PORTUGAL
GREECE
ROMANIA
SAUDI
ARABIA
MOROCCO
HONG
KONG
TURKEY
VIETNAM
PHILIPPINES
AUSTRIA
BELGIUM
INDIA
SOUTH
AFRICA
WORLDWIDE
SINGAPORE
EGYPT
ITALY
NIGERIA
SWEDEN
FRANCE
GERMANY
IRELAND
RUSSIA
DENMARK
KENYA
NETHERLANDS
CHINA
CANADA
SOUTH
KOREA
U.K.
NEW
ZEALAND
U.S.A.
AUSTRALIA
GHANA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES IN THE PAST WEEK
USE OF ONLINE TRANSLATION TOOLS

47
OCT
2021
40.7%
32.6%
28.5%
25.8%
20.0%
37.4%
32.9%
31.5%
29.7%
25.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
USE OF ONLINE TRANSLATION TOOLS
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE USED ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES IN THE PAST WEEK

48
OCT
2021
51.1%
50.9%
48.6%
47.8%
46.3%
45.8%
45.6%
45.5%
44.2%
43.6%
43.0%
42.3%
40.7%
40.3%
38.9%
38.8%
37.5%
36.9%
35.7%
35.6%
35.5%
35.1%
35.0%
34.8%
33.3%
32.5%
32.3%
29.4%
29.0%
28.7%
28.5%
28.3%
28.1%
28.0%
27.6%
27.4%
25.1%
24.1%
23.2%
23.1%
22.9%
21.6%
21.5%
21.2%
13.6%
12.2%
11.9%
11.0%
SOUTH
AFRICA
SWEDEN
CANADA
NEW
ZEALAND
NETHERLANDS
BRAZIL
MALAYSIA
U.K.
AUSTRIA
HONG
KONG
DENMARK
IRELAND
POLAND
AUSTRALIA
SINGAPORE
SPAIN
GERMANY
ISRAEL
TURKEY
BELGIUM
SWITZERLAND
TAIWAN
U.S.A.
ITALY
FRANCE
THAILAND
NIGERIA
SOUTH
KOREA
GREECE
PHILIPPINES
WORLDWIDE
MEXICO
KENYA
INDIA
INDONESIA
ARGENTINA
ROMANIA
U.A.E.
VIETNAM
JAPAN
PORTUGAL
CHINA
COLOMBIA
SAUDI
ARABIA
EGYPT
MOROCCO
RUSSIA
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAVE USED A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP IN THE PAST MONTH
USE OF ONLINE FINANCIAL SERVICES

49
OCT
2021
21.1%
28.0% 28.5%
31.7% 32.8%
23.6%
28.4%
31.4%
35.2%
39.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS THAT HAVE USED A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR APP IN THE PAST MONTH
USE OF ONLINE FINANCIAL SERVICES

50
OCT
2021
24.9%
22.2%
21.2%
20.2%
18.6%
17.1%
17.0%
17.0%
17.0%
16.7%
14.8%
14.7%
14.4%
13.5%
13.4%
13.1%
12.8%
12.7%
12.2%
12.0%
11.9%
11.5%
11.2%
10.9%
10.8%
10.8%
10.6%
10.6%
10.4%
9.8%
9.4%
9.1%
9.0%
8.1%
8.1%
7.4%
7.1%
6.7%
6.7%
6.5%
5.9%
5.7%
4.8%
4.2%
3.7%
3.2%
2.5%
1.9%
U.K.
IRELAND
CANADA
U.S.A.
CHINA
TURKEY
ITALY
SPAIN
VIETNAM
SWEDEN
HONG
KONG
DENMARK
AUSTRALIA
WORLDWIDE
NETHERLANDS
INDIA
MEXICO
AUSTRIA
SINGAPORE
ISRAEL
GREECE
TAIWAN
FRANCE
SOUTH
KOREA
BELGIUM
NEW
ZEALAND
GERMANY
U.A.E.
SWITZERLAND
POLAND
MALAYSIA
ROMANIA
COLOMBIA
ARGENTINA
BRAZIL
NIGERIA
EGYPT
INDONESIA
SOUTH
AFRICA
PORTUGAL
PHILIPPINES
SAUDI
ARABIA
THAILAND
JAPAN
RUSSIA
MOROCCO
GHANA
KENYA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP

51
OCT
2021
10.6%
15.7%
15.0%
13.2%
11.3%
10.2%
15.0%
15.5% 15.5%
12.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THAT THEY OWN SOME FORM OF SMART HOME DEVICE
SMART HOME DEVICE OWNERSHIP BY AGE AND GENDER

52
OCT
2021
41.9%
40.4%
39.5%
36.8%
35.2%
33.2%
32.5%
31.3%
30.9%
30.1%
28.3%
27.5%
27.2%
27.1%
26.8%
26.8%
26.3%
26.2%
25.2%
24.2%
24.0%
23.8%
23.6%
23.1%
23.0%
22.3%
22.1%
21.5%
21.4%
21.0%
21.0%
20.3%
20.0%
19.2%
19.0%
18.8%
18.6%
18.6%
18.5%
18.1%
17.2%
16.0%
15.1%
14.9%
14.0%
12.4%
12.2%
9.5%
COLOMBIA
KENYA
MEXICO
BRAZIL
ARGENTINA
NIGERIA
SOUTH
AFRICA
PHILIPPINES
INDIA
TURKEY
CHINA
POLAND
PORTUGAL
U.A.E.
GREECE
SAUDI
ARABIA
IRELAND
WORLDWIDE
NEW
ZEALAND
MALAYSIA
ROMANIA
VIETNAM
AUSTRIA
GERMANY
EGYPT
U.K.
GHANA
SPAIN
SWITZERLAND
CANADA
SINGAPORE
U.S.A.
DENMARK
TAIWAN
BELGIUM
MOROCCO
AUSTRALIA
INDONESIA
SWEDEN
THAILAND
ISRAEL
HONG
KONG
NETHERLANDS
SOUTH
KOREA
FRANCE
ITALY
RUSSIA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE CHECKED HEALTH SYMPTOMS ONLINE IN THE PAST WEEK
CHECKING HEALTH SYMPTOMS ONLINE

53
OCT
2021
28.7%
30.4%
28.4%
27.1%
26.0%
23.7%
25.3% 25.2%
22.7%
20.3%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
CHECKING HEALTH SYMPTOMS ONLINE
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE CHECKED HEALTH SYMPTOMS ONLINE IN THE PAST WEEK

54
OCT
2021
52.1%
51.9%
50.5%
50.1%
46.0%
43.3%
43.0%
42.1%
42.1%
41.8%
40.9%
39.4%
38.8%
38.8%
38.4%
38.3%
38.2%
38.1%
37.9%
37.5%
37.3%
36.5%
36.3%
36.1%
35.6%
35.1%
34.9%
34.2%
34.0%
33.3%
33.1%
32.5%
32.3%
31.5%
30.9%
30.7%
30.3%
28.4%
28.1%
27.5%
27.0%
26.7%
26.5%
25.8%
25.8%
23.6%
21.7%
19.7%
BRAZIL
SPAIN
GREECE
PORTUGAL
SOUTH
AFRICA
POLAND
CANADA
FRANCE
IRELAND
U.K.
MEXICO
AUSTRIA
COLOMBIA
GERMANY
SOUTH
KOREA
SWITZERLAND
BELGIUM
SINGAPORE
U.S.A.
AUSTRALIA
MALAYSIA
ARGENTINA
NEW
ZEALAND
INDONESIA
NETHERLANDS
PHILIPPINES
ITALY
INDIA
HONG
KONG
DENMARK
WORLDWIDE
VIETNAM
ISRAEL
KENYA
TAIWAN
SWEDEN
JAPAN
TURKEY
ROMANIA
U.A.E.
EGYPT
RUSSIA
SAUDI
ARABIA
CHINA
THAILAND
NIGERIA
MOROCCO
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!

55
OCT
2021
35.6%
31.5% 31.8%
36.2%
39.8%
31.1% 30.2% 30.9%
35.2%
40.8%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA

56
OCT
2021
43.2%
40.5%
35.5%
33.0%
31.8%
31.0%
30.6%
29.9%
29.2%
28.8%
28.3%
27.6%
26.7%
26.2%
26.0%
25.4%
24.9%
24.6%
24.5%
24.3%
24.0%
24.0%
23.2%
23.2%
23.2%
22.9%
22.7%
22.6%
22.2%
22.1%
22.0%
21.7%
21.0%
21.0%
20.5%
20.5%
20.2%
20.0%
19.7%
19.2%
18.8%
18.4%
17.7%
17.1%
16.0%
12.9%
12.9%
11.0%
INDIA
INDONESIA
U.A.E.
SAUDI
ARABIA
MALAYSIA
TURKEY
VIETNAM
CHINA
SINGAPORE
NIGERIA
WORLDWIDE
HONG
KONG
PHILIPPINES
SOUTH
AFRICA
SWITZERLAND
EGYPT
U.K.
PORTUGAL
THAILAND
U.S.A.
AUSTRIA
GERMANY
AUSTRALIA
DENMARK
IRELAND
NETHERLANDS
CANADA
COLOMBIA
SWEDEN
KENYA
MOROCCO
NEW
ZEALAND
BELGIUM
GREECE
FRANCE
POLAND
ITALY
MEXICO
SPAIN
TAIWAN
RUSSIA
ARGENTINA
BRAZIL
SOUTH
KOREA
ROMANIA
GHANA
ISRAEL
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY USE A VPN FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF A VIRTUAL PRIVATE NETWORK (VPN)

57
OCT
2021
24.3%
27.9%
24.0%
18.6%
13.8%
37.8%
35.9%
31.0%
26.1%
20.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY USE A VPN FOR AT LEAST SOME OF THEIR ONLINE ACTIVITIES
USE OF A VIRTUAL PRIVATE NETWORK (VPN)

59
OCT
2021
SOURCES: KEPIOS (OCT 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; MEDIASCOPE. TIME SPENT DATA
FROM GWI (Q2 2021). SEE GWI.COM FOR MORE DETAILS. *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY EXCEED INTERNET USER NUMBERS IN
SOME COUNTRIES.  COMPARABILITY ADVISORY: BASE CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS*
SOCIAL MEDIA USERS AS
A PERCENTAGE OF THE
GLOBAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF GLOBAL
SOCIAL MEDIA USERS
AVERAGE AMOUNT
OF TIME PER DAY SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF
PLATFORMS USED EACH
MONTH PER INTERNET USER
4.55 57.6% +9.9% 2H 27M 6.7
BILLION +409 MILLION
USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE
SOCIAL MEDIA USE AROUND THE WORLD
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS

60
OCT
2021
3.66 3.71 3.81 3.96 4.14 4.20 4.33 4.48 4.55
SOURCE: KEPIOS ANALYSIS (OCT 2021), BASED ON DATA FROM SOCIAL MEDIA COMPANIES’ EARNINGS ANNOUNCEMENTS, SELF-SERVICE ADVERTISING TOOLS, AND PUBLIC
STATEMENTS (ALL TO OCT 2021); MEDIASCOPE (OCT 2021); CNNIC (ACCESSED OCT 2021). *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: SOURCE CHANGES. VALUES MAY NOT MATCH PREVIOUS REPORTS.
OCT JAN APR JUL OCT JAN APR JUL OCT
2019 2020 2020 2020 2020 2021 2021 2021 2021
+1.2% +2.6% +3.9% +4.6% +1.5% +3.1% +3.4% +1.6%
THE TOTAL NUMBER OF GLOBAL SOCIAL MEDIA USERS* BY QUARTER, WITH RELATIVE QUARTER-ON-QUARTER CHANGE
GLOBAL SOCIAL MEDIA USERS OVER TIME

61
OCT
2021
*NOTE: VALUES ONLY REPRESENT THE PERCENTAGE OF SURVEY RESPONDENTS WHO SAY EACH MOTIVATION IS ONE OF THE MAIN REASONS WHY THEY USE SOCIAL MEDIA, AND DO NOT
REPRESENT ALL PEOPLE WHO USE SOCIAL MEDIA FOR EACH STATED PURPOSE OR ACTIVITY.
48.0%
36.4%
35.0%
31.1%
29.3%
27.7%
26.2%
24.4%
23.8%
23.7%
22.9%
22.7%
21.9%
21.2%
21.1%
21.0%
STAYING IN TOUCH WITH FRIENDS AND FAMILY
FILLING UP SPARE TIME
READING NEWS STORIES
FINDING FUNNY OR ENTERTAINING CONTENT
SEEING WHAT’S BEING TALKED ABOUT
FINDING INSPIRATION FOR THINGS TO DO AND BUY
FINDING PRODUCTS TO PURCHASE
SHARING AND DISCUSSING OPINIONS WITH OTHERS
MAKING NEW CONTACTS
WATCHING LIVE STREAMS
WORK-RELATED NETWORKING AND RESEARCH
SEEING CONTENT FROM YOUR FAVOURITE BRANDS
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
POSTING ABOUT YOUR LIFE
WATCHING OR FOLLOWING SPORTS
FOLLOWING CELEBRITIES OR INFLUENCERS
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO CITE EACH ACTIVITY AS A MAIN REASON* FOR USING SOCIAL MEDIA
REASONS FOR USING SOCIAL MEDIA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!

62
OCT
2021
SOURCES: KEPIOS ANALYSIS (OCT 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
*NOTES: ‘USERS’ MAY NOT REPRESENT UNIQUE INDIVIDUALS. PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS
RELIABLE. (**) FIGURE USES THE REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
2,895
2,291
2,000
1,393
1,300
1,251
1,000
600
591
566
550
538
506
454
436
430
300
FACEBOOK¹
YOUTUBE²
WHATSAPP¹*
INSTAGRAM²
FB MESSENGER²*
WECHAT¹
TIKTOK¹
DOUYIN¹**
QQ¹
SINA WEIBO¹
TELEGRAM¹
SNAPCHAT²
KUAISHOU¹
PINTEREST¹
TWITTER²
REDDIT¹*
QUORA¹*
DATA UPDATED TO:
17 OCTOBER 2021
THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
THE WORLD’S MOST-USED SOCIAL PLATFORMS

63
OCT
2021
SOURCE: GWI (Q2 2021). SEE GWI.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. VALUES REPRESENT THE USERS OF THE
PLATFORM IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM 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 LISTED IN THIS TABLE.  COMPARABILITY ADVISORY: SURVEY CHANGES.
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
INSTAGRAM
ALSO USING
REDDIT
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
TIKTOK
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.7% 100.0% 75.2% 77.6% 13.8% 32.2% 49.2% 44.9% 36.6% 31.9%
YOUTUBE USERS 1.0% 79.9% 100.0% 77.8% 15.3% 29.9% 52.1% 42.6% 38.6% 31.9%
INSTAGRAM USERS 0.1% 83.1% 78.8% 100.0% 14.9% 36.7% 55.0% 47.8% 40.7% 31.9%
REDDIT USERS 0.1% 81.4% 79.2% 82.5% 100.0% 50.0% 73.0% 51.4% 59.4% 50.1%
SNAPCHAT USERS 0.1% 83.7% 79.2% 88.9% 21.9% 100.0% 62.8% 58.4% 51.0% 38.9%
TWITTER USERS 0.2% 83.8% 80.9% 87.5% 21.0% 41.2% 100.0% 51.9% 44.6% 40.2%
TIKTOK USERS 0.1% 85.0% 81.3% 84.4% 16.4% 42.6% 57.7% 100.0% 44.4% 31.7%
PINTEREST USERS 0.1% 83.0% 80.5% 86.3% 22.7% 44.5% 59.5% 53.2% 100.0% 42.2%
LINKEDIN USERS 0.3% 88.4% 78.3% 82.5% 23.4% 41.6% 65.4% 46.5% 51.5% 100.0%
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM (OUTSIDE OF CHINA) WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORMS: USER OVERLAPS
! THE QUESTIONS THAT INFORM THIS CHART HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS

64
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES
USERS AGED 16 TO 64. DOES NOT INCLUDE USERS IN CHINA. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER SOCIAL PLATFORMS NOT INCLUDED IN THE CHART SHOWN ABOVE, SO
VALUES MAY NOT SUM TO 100%. INDIVIDUAL RESPONDENTS MAY USE DIFFERENT CRITERIA TO DETERMINE THEIR “FAVOURITE” PLATFORM.
23.3%
22.2%
20.6%
4.2%
3.5%
3.1%
2.3%
2.3%
2.0%
1.5%
1.3%
1.1%
1.0%
0.9%
0.9%
0.8%
WHATSAPP
FACEBOOK
INSTAGRAM
TWITTER
TIKTOK
FB MESSENGER
LINE
TELEGRAM
PINTEREST
SNAPCHAT
VK
KAKAOTALK
IMESSAGE
DISCORD
LINKEDIN
REDDIT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 (EXCLUDING CHINA) WHO SAY THAT EACH OPTION IS THEIR ‘FAVOURITE’ SOCIAL MEDIA PLATFORM*
FAVOURITE SOCIAL MEDIA PLATFORMS

65
OCT
2021
SOURCE: GWI (Q2 2021). SEE GWI.COM FOR MORE DETAILS. *NOTES: DOES NOT INCLUDE USERS IN CHINA. SURVEY RESPONDENTS COULD CHOOSE FROM OTHER SOCIAL PLATFORMS NOT
INCLUDED IN THE TABLES SHOWN ABOVE, SO VALUES FOR EACH COLUMN MAY NOT SUM TO 100%. PERCENTAGE VALUES IN ORANGE TEXT HIGHLIGHT THE FAVOURITE PLATFORM FOR EACH
AGE GROUP. INDIVIDUAL RESPONDENTS MAY USE DIFFERENT CRITERIA TO DETERMINE THEIR “FAVOURITE” PLATFORM.
FAVOURITE SOCIAL PLATFORMS AMONGST FEMALE INTERNET USERS FAVOURITE SOCIAL PLATFORMS AMONGST MALE INTERNET USERS
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
WHATSAPP 21.1% 24.7% 26.4% 27.4% 25.4%
FACEBOOK 16.2% 24.6% 28.1% 25.9% 24.6%
INSTAGRAM 31.2% 19.1% 11.6% 8.6% 4.7%
TWITTER 5.1% 4.4% 4.6% 4.5% 3.5%
FB MESSENGER 2.4% 3.1% 3.6% 3.5% 3.2%
TIKTOK 3.7% 3.0% 2.7% 2.1% 1.3%
LINE 1.2% 1.6% 2.5% 3.2% 4.5%
TELEGRAM 3.6% 3.3% 2.6% 2.1% 1.5%
PINTEREST 0.7% 0.9% 1.0% 1.3% 1.7%
SNAPCHAT 2.6% 1.3% 0.8% 0.5% 0.3%
WHATSAPP 17.3% 22.2% 24.8% 25.0% 24.4%
FACEBOOK 11.8% 23.0% 26.3% 26.1% 25.3%
INSTAGRAM 37.6% 25.7% 15.8% 12.3% 8.2%
TWITTER 6.2% 3.6% 2.7% 2.7% 2.1%
FB MESSENGER 2.2% 3.0% 3.6% 3.6% 4.1%
TIKTOK 7.6% 3.9% 3.3% 2.3% 1.1%
LINE 1.0% 1.8% 3.0% 3.7% 5.6%
TELEGRAM 1.6% 1.9% 1.6% 1.3% 0.9%
PINTEREST 3.6% 2.2% 2.9% 3.8% 5.2%
SNAPCHAT 3.0% 1.4% 1.2% 0.5% 0.3%
PERCENTAGE OF GLOBAL INTERNET USERS (EXCLUDING CHINA) WHO SAY THAT EACH OPTION IS THEIR ‘FAVOURITE’ SOCIAL MEDIA PLATFORM*
FAVOURITE SOCIAL PLATFORMS BY AGE AND GENDER

66
OCT
2021
45.3%
29.9%
28.5%
28.0%
27.8%
25.0%
22.9%
22.1%
21.5%
21.3%
20.4%
19.6%
17.6%
17.3%
17.3%
17.2%
FRIENDS, FAMILY, OR OTHER PEOPLE YOU KNOW
ACTORS, COMEDIANS, OR OTHER PERFORMERS
ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS
BANDS, SINGERS, OR OTHER MUSICIANS
TV SHOWS OR CHANNELS
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
GAMING EXPERTS OR GAMING STUDIOS
FITNESS EXPERTS OR ORGANISATIONS
JOURNALISTS OR NEWS COMPANIES
BEAUTY EXPERTS
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO SAY THEY FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA
TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED

67
OCT
2021
51.7%
42.5%
35.2%
35.2%
34.9%
34.2%
34.2%
32.5%
31.5%
30.5%
29.7%
26.8%
26.5%
26.1%
25.1%
24.3%
24.1%
23.7%
23.6%
23.6%
23.2%
23.2%
23.0%
22.9%
22.4%
22.1%
21.6%
21.4%
19.8%
19.2%
18.6%
18.5%
18.2%
17.3%
17.2%
17.2%
17.0%
16.7%
16.5%
16.1%
15.0%
14.9%
14.8%
14.7%
13.4%
11.3%
9.3%
6.7%
PHILIPPINES
BRAZIL
COLOMBIA
NIGERIA
INDONESIA
KENYA
SOUTH
AFRICA
ARGENTINA
MEXICO
MALAYSIA
SAUDI
ARABIA
PORTUGAL
HONG
KONG
MOROCCO
INDIA
SPAIN
SWEDEN
IRELAND
U.A.E.
VIETNAM
ITALY
NEW
ZEALAND
SINGAPORE
ROMANIA
TAIWAN
WORLDWIDE
POLAND
EGYPT
CANADA
FRANCE
SWITZERLAND
GHANA
AUSTRALIA
AUSTRIA
GERMANY
U.S.A.
U.K.
SOUTH
KOREA
DENMARK
ISRAEL
BELGIUM
CHINA
THAILAND
NETHERLANDS
TURKEY
JAPAN
GREECE
RUSSIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA

68
OCT
2021
34.8%
25.9%
20.1%
16.1%
10.5%
26.2%
21.7%
18.7%
14.3%
9.6%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO SAY THEY FOLLOW INFLUENCERS OR OTHER EXPERTS ON SOCIAL MEDIA
FOLLOWING INFLUENCERS ON SOCIAL MEDIA

69
OCT
2021
SOURCE: GWI (Q2 2021). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS. *NOTES: 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), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND / OR ONLINE PINBOARDS (E.G. PINTEREST).
MESSAGING AND
LIVE CHAT SERVICES
MICRO-BLOGS
(E.G. TWITTER)
VLOGS (I.E. BLOGS RECORDED
IN A VIDEO FORMAT)
ONLINE PINBOARDS
(E.G. PINTEREST)
ANY KIND OF SOCIAL
MEDIA PLATFORM*
SOCIAL
NETWORKS
QUESTION AND ANSWER
SITES (E.G. QUORA)
FORUMS AND
MESSAGE BOARDS
15.4% 15.3% 14.1% 10.7%
72.0% 43.2% 20.8% 16.4%
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE DIFFERENT KINDS OF SOCIAL MEDIA WHEN RESEARCHING BRANDS
USE OF SOCIAL MEDIA FOR RESEARCHING BRANDS

70
OCT
2021
85.5%
82.7%
66.3%
64.9%
64.3%
63.5%
63.5%
62.2%
61.0%
60.2%
60.0%
59.5%
59.3%
53.3%
51.9%
51.6%
48.8%
48.2%
47.9%
47.4%
45.3%
44.5%
43.6%
43.2%
41.4%
40.6%
40.5%
40.3%
38.8%
38.1%
34.1%
33.8%
32.6%
32.5%
32.4%
31.9%
31.3%
31.2%
29.4%
29.1%
28.6%
28.2%
28.0%
27.1%
25.1%
24.8%
22.4%
22.1%
KENYA
NIGERIA
COLOMBIA
ARGENTINA
MOROCCO
BRAZIL
MEXICO
GHANA
INDONESIA
PHILIPPINES
VIETNAM
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
TURKEY
U.A.E.
THAILAND
ISRAEL
PORTUGAL
INDIA
EGYPT
TAIWAN
RUSSIA
WORLDWIDE
GREECE
HONG
KONG
SPAIN
ROMANIA
POLAND
SINGAPORE
SWEDEN
IRELAND
ITALY
NEW
ZEALAND
AUSTRALIA
CHINA
CANADA
U.S.A.
FRANCE
DENMARK
AUSTRIA
U.K.
BELGIUM
GERMANY
JAPAN
SWITZERLAND
SOUTH
KOREA
NETHERLANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS WHEN SEARCHING FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH

71
OCT
2021
52.1%
48.1%
43.1%
35.7%
28.9%
47.8%
44.4%
41.0%
36.4%
29.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO VISIT SOCIAL NETWORKS WHEN SEARCHING FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL NETWORKS FOR BRAND RESEARCH

72
OCT
2021
60.8%
56.0%
49.9%
49.5%
46.6%
46.2%
46.2%
45.8%
45.4%
45.4%
45.3%
43.9%
43.1%
42.6%
42.5%
41.2%
41.1%
39.5%
38.5%
38.0%
37.6%
36.8%
36.8%
36.6%
36.3%
36.1%
35.6%
34.9%
34.8%
34.0%
32.8%
32.7%
32.4%
32.1%
31.6%
31.0%
30.4%
29.3%
29.0%
28.9%
28.2%
26.6%
23.7%
22.5%
21.9%
21.3%
17.3%
11.4%
NIGERIA
PHILIPPINES
SOUTH
AFRICA
COLOMBIA
MEXICO
INDIA
KENYA
VIETNAM
TURKEY
U.A.E.
BRAZIL
INDONESIA
PORTUGAL
SAUDI
ARABIA
ARGENTINA
GREECE
IRELAND
GHANA
WORLDWIDE
MALAYSIA
ROMANIA
U.K.
U.S.A.
CANADA
THAILAND
CHINA
SWEDEN
SWITZERLAND
EGYPT
SPAIN
NEW
ZEALAND
MOROCCO
DENMARK
ITALY
AUSTRIA
SINGAPORE
FRANCE
AUSTRALIA
BELGIUM
HONG
KONG
GERMANY
TAIWAN
NETHERLANDS
POLAND
ISRAEL
RUSSIA
SOUTH
KOREA
JAPAN
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

73
OCT
2021
46.7%
42.0%
38.8%
34.0%
31.6%
40.3%
38.5%
37.0%
32.3%
27.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO HAVE MADE A VIDEO CALL ON THEIR MOBILE PHONE IN THE PAST MONTH
MOBILE VIDEO CALLING BY AGE AND GENDER

74
OCT
2021
44.6%
43.2%
38.3%
35.3%
35.0%
34.1%
33.2%
31.8%
31.6%
29.7%
27.8%
27.4%
27.2%
26.6%
23.7%
22.9%
22.6%
21.4%
20.7%
20.5%
18.5%
18.0%
18.0%
17.8%
16.4%
16.1%
15.8%
15.4%
15.0%
14.8%
14.4%
13.9%
13.8%
13.8%
13.3%
13.1%
12.9%
12.8%
12.2%
11.2%
11.1%
11.0%
10.6%
10.4%
10.2%
9.9%
6.6%
6.4%
KENYA
NIGERIA
PHILIPPINES
BRAZIL
SOUTH
AFRICA
COLOMBIA
VIETNAM
ARGENTINA
INDONESIA
MEXICO
TURKEY
INDIA
U.A.E.
MALAYSIA
SAUDI
ARABIA
WORLDWIDE
GREECE
CHINA
EGYPT
GHANA
MOROCCO
SINGAPORE
TAIWAN
IRELAND
THAILAND
HONG
KONG
POLAND
SWITZERLAND
U.S.A.
SPAIN
CANADA
PORTUGAL
AUSTRALIA
NEW
ZEALAND
U.K.
RUSSIA
ROMANIA
DENMARK
AUSTRIA
NETHERLANDS
ISRAEL
ITALY
SWEDEN
FRANCE
BELGIUM
GERMANY
SOUTH
KOREA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK-RELATED NETWORKING OR RESEARCH
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES

75
OCT
2021
22.2%
25.4%
22.5%
18.8%
12.4%
22.2%
25.9% 26.2%
24.6%
16.7%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
USE OF SOCIAL MEDIA FOR WORK ACTIVITIES
PERCENTAGE OF GLOBAL INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK-RELATED NETWORKING OR RESEARCH

77
OCT
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON FACEBOOK
FACEBOOK’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN FACEBOOK’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*
2.28 37.0% +1.1% 43.5% 56.5%
MILLION +25 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
FACEBOOK: ADVERTISING AUDIENCE OVERVIEW

78
OCT
2021
2.449 2.498
2.603
2.701 2.740 2.797 2.853 2.895
1.930 1.949 2.025 2.091 2.137 2.184 2.212 2.252 2.276
SOURCES: MAU FIGURES TAKEN FROM DATA PUBLISHED IN FACEBOOK’S QUARTERLY EARNINGS ANNOUNCEMENTS (DATES AS STATED BENEATH GRAPH); ADVERTISING AUDIENCE FIGURES
BASED ON KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (DATES AS STATED BENEATH GRAPH). *NOTES: FIGURES IN WHITE CIRCLES REPRESENT
RELATIVE CHANGE vs. PREVIOUS QUARTER. MAU FIGURES ARE NOT AVAILABLE FOR THE CURRENT QUARTER AT THE TIME OF REPORT PUBLICATION.
MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV ADV*
OCT JAN APR JUL OCT JAN APR JUL OCT
2019 2020 2020 2020 2020 2021 2021 2021 2021
+1.4% +0.3% +2.0% +1.0% +4.2% +3.9% +3.8% +3.3% +1.4% +2.2% +2.1% +2.2% +2.0% +1.2% +1.5% +1.8% +1.1%
FACEBOOK’S MONTHLY ACTIVE USERS (MAU) AND GLOBAL ADVERTISING REACH (ADV) OVER TIME (IN BILLIONS), WITH QUARTER-ON-QUARTER CHANGE*
FACEBOOK’S ACTIVE USERS vs. AD AUDIENCE OVER TIME

79
OCT
2021
2.5%
9.3%
12.5%
7.7%
5.1%
3.4%
2.7%
3.2%
13.4%
19.0%
10.0%
5.6%
3.2%
2.5%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
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
SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE

80
OCT
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES. FACEBOOK RECENTLY INCREASED THE PRECISION OF THE FIGURES REPORTED IN ITS SELF-SERVICE ADVERTISING TOOLS, WHICH MAY HAVE
RESULTED IN CHANGES IN REPORTED VALUES, EVEN IF THERE HAS BEEN NO ACTUAL CHANGE IN UNDERLYING ADVERTISING REACH.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲Q-O-Q
11 PAKISTAN 46,900,000 +4.2%
12 U.K. 38,900,000 +2.4%
13 COLOMBIA 37,800,000 -0.5%
14 TURKEY 37,400,000 +1.1%
15 FRANCE 33,500,000 +1.5%
16 ITALY 31,100,000 +0.3%
17 ARGENTINA 31,000,000 0%
18 NIGERIA 29,300,000 -5.5%
19 GERMANY 28,000,000 0%
20 PERU 26,600,000 -1.5%
01 INDIA 349,200,000 +2.7%
02 U.S.A. 193,900,000 -3.1%
03 INDONESIA 142,500,000 +1.8%
04 BRAZIL 127,000,000 -2.3%
05 MEXICO 95,600,000 -2.4%
06 PHILIPPINES 90,500,000 +2.8%
07 VIETNAM 74,100,000 +4.4%
08 THAILAND 54,700,000 +1.3%
09 BANGLADESH 48,000,000 +4.3%
10 EGYPT 47,800,000 +1.7%
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING

81
OCT
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
OCT 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH vs. POP. 13+”
VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 VIETNAM 94.6% 74,100,000 +4.4%
12 MALAYSIA 94.3% 24,700,000 +2.9%
13 MEXICO 94.1% 95,600,000 -2.4%
14 ICELAND 92.3% 264,700 +1.8%
15 BOLIVIA 92.3% 8,100,000 0%
16 THAILAND 90.9% 54,700,000 +1.3%
17 COLOMBIA 90.9% 37,800,000 -0.5%
18 U.A.E. 90.8% 7,900,000 +1.3%
19 GREENLAND 90.6% 42,300 +0.7%
20 GUAM 89.7% 121,500 +1.3%
01 MONGOLIA 112.1%* 2,700,000 +3.8%
02 PHILIPPINES 109.6%* 90,500,000 +2.8%
03 LIBYA 109.4%* 5,800,000 +1.8%
04 ECUADOR 101.6%* 13,900,000 -0.7%
05 PERU 101.3%* 26,600,000 -1.5%
06 TONGA 101.1%* 75,700 +0.9%
07 MALTA 99.9% 387,000 -0.8%
08 CAMBODIA 98.3% 12,200,000 +1.7%
09 ARUBA 97.6% 89,300 -0.8%
10 SAMOA 95.0% 128,300 -1.3%
COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: FACEBOOK

82
OCT
2021
SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. 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.
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
1.60 32.6% 16.7% 49.9% 0.8%
EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE

83
OCT
2021
SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO 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.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE
FANS: ALL POST TYPES
AVERAGE TOTAL POST
FANS: PHOTO POSTS
AVERAGE TOTAL POST
FANS: VIDEO POSTS
AVERAGE TOTAL POST
FANS: LINK POSTS
AVERAGE TOTAL POST
FANS: STATUS POSTS
0.07% 0.12% 0.09% 0.04% 0.14%
THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS* (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS

84
OCT
2021
SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S 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.
>100K
10K-100K
<10K
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE*: PAGES
WITH FEWER THAN 10,000 FANS
WITH 10,000 – 100,000 FANS
WITH MORE THAN 100,000 FANS
0.29% 0.19% 0.05%
COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS
FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE

86
OCT
2021
SOURCES: KEPIOS ANALYSIS (OCT 2021), BASED ON DATA PUBLISHED IN YOUTUBE’S MARKETING MATERIALS AND GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: GOOGLE DOES NOT
OFFER YOUTUBE TARGETING ACROSS ALL COUNTRIES IN ITS SELF-SERVICE AD TOOLS. VALUES BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE
DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE*
THAT GOOGLE REPORTS
ADVERTS ON YOUTUBE
TOTAL NUMBER OF
HOURS OF VIDEO
WATCHED ON
YOUTUBE EACH DAY
SHARE OF TOTAL
YOUTUBE WATCH TIME
THAT TAKES PLACE
ON MOBILE DEVICES
YOUTUBE’S FEMALE
AD AUDIENCE AS A
PERCENTAGE OF ITS TOTAL
ADVERTISING AUDIENCE*
YOUTUBE’S MALE
AD AUDIENCE AS A
PERCENTAGE OF ITS TOTAL
ADVERTISING AUDIENCE*
2.29 1 70% 45.8% 54.2%
BILLION BILLION
ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD
YOUTUBE OVERVIEW

87
OCT
2021
6.3%
9.1%
7.8%
5.9%
4.3% 4.0%
8.7%
12.1%
9.2%
6.3%
4.2%
3.7%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: KEPIOS ANALYSIS (OCT 2021) BASED ON DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL AUDIENCE, NOT JUST
AUDIENCES AGED 18+, SO WILL NOT SUM TO 100%. BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’. *ADVISORY: DATA SHOWN HERE REPRESENT YOUTUBE’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF YOUTUBE’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF YOUTUBE’S ADVERTISING AUDIENCE

88
OCT
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED
SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. VALUES IN THE “% POP. 18+” COLUMN COMPARE YOUTUBE’S AUDIENCE AGED 18+ TO TOTAL
POPULATION AGED 18+, AND WILL NOT CORRELATE WITH TOTAL REACH. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH vs. POP. 18+
# COUNTRY OR TERRITORY REACH vs. POP. 18+
11 U.K. 53,000,000 83.8%
12 TURKEY 50,600,000 64.6%
13 FRANCE 49,600,000 83.9%
14 SOUTH KOREA 43,100,000 86.3%
15 EGYPT 40,500,000 47.5%
16 ITALY 39,300,000 67.0%
17 SPAIN 37,400,000 84.8%
18 THAILAND 37,300,000 54.2%
19 PAKISTAN 36,100,000 21.2%
20 CANADA 32,200,000 89.5%
01 INDIA 448,000,000 36.2%
02 U.S.A. 240,000,000 78.6%
03 BRAZIL 127,000,000 64.5%
04 INDONESIA 107,000,000 42.4%
05 RUSSIA 99,000,000 74.1%
06 JAPAN 93,800,000 79.1%
07 MEXICO 74,100,000 63.0%
08 GERMANY 66,000,000 82.4%
09 VIETNAM 55,700,000 61.4%
10 PHILIPPINES 54,200,000 59.3%
COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES
YOUTUBE AD REACH RANKING

90
OCT
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
POTENTIAL AUDIENCE*
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.39 22.7% +0.5% 48.4% 51.6%
BILLION +7 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW

91
OCT
2021
3.7%
13.1%
14.8%
8.3%
4.5%
2.3%
1.3%
4.3%
17.9%
16.4%
7.6%
3.4%
1.6%
0.9%
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
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
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE

92
OCT
2021
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
11 ITALY 26,300,000 +5.2%
12 FRANCE 24,100,000 +0.4%
13 ARGENTINA 22,800,000 +3.6%
14 SPAIN 21,600,000 +2.9%
15 PHILIPPINES 18,800,000 +4.4%
16 SOUTH KOREA 18,600,000 -7.0%
17 THAILAND 17,200,000 -9.5%
18 COLOMBIA 17,100,000 -5.0%
19 EGYPT 16,100,000 +0.6%
20 SAUDI ARABIA 15,900,000 -0.6%
01 INDIA 201,100,000 +11.7%
02 U.S.A. 157,100,000 -7.6%
03 BRAZIL 114,900,000 +4.5%
04 INDONESIA 94,200,000 +1.3%
05 RUSSIA 60,100,000 -1.5%
06 TURKEY 49,000,000 -2.0%
07 JAPAN 48,700,000 +1.5%
08 MEXICO 36,300,000 -1.9%
09 U.K. 28,200,000 -2.8%
10 GERMANY 27,700,000 +2.6%
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING

93
OCT
2021
OCT 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 13+
TOTAL
REACH
QOQ
CHANGE
01
02
03
04
05
06
07
08
09
10
11 ARUBA 68.7% 62,900 +1.5%
12 PANAMA 67.9% 2,300,000 0%
13 BAHRAIN 67.8% 1,000,000 0%
14 BERMUDA 66.8% 35,500 -1.4%
15 URUGUAY 66.1% 1,900,000 0%
16 CHILE 66.1% 10,600,000 -3.6%
17 BRAZIL 65.2% 114,900,000 +4.5%
18 ANDORRA 65.1% 44,900 +6.9%
19 KYRGYZSTAN 63.7% 3,000,000 +7.1%
20 ARGENTINA 63.3% 22,800,000 +3.6%
01 BRUNEI 92.0% 328,600 +9.5%
02 GUAM 79.2% 107,300 -2.5%
03 CAYMAN IS. 78.8% 44,500 +1.1%
04 KAZAKHSTAN 76.6% 10,800,000 -1.8%
05 ICELAND 75.5% 216,700 -1.5%
06 MONTENEGRO 74.5% 395,400 +9.8%
07 BARBADOS 73.4% 181,300 +13.3%
08 TURKEY 72.4% 49,000,000 -2.0%
09 KUWAIT 70.7% 2,500,000 -3.8%
10 CYPRUS 69.8% 728,500 -5.4%
COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM

94
OCT
2021
SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS.
VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
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
+1.69% 1.6 62.7% 16.3% 21.0%
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS

95
OCT
2021
SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT
ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE.
AVERAGE
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE
ENGAGEMENT RATE
FOR CAROUSEL POSTS
0.83% 0.81% 0.61% 1.08%
AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS

96
OCT
2021
SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A
VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES.
>100K
10K-100K
<10K
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
10,000 – 100,000 FOLLOWERS
MORE THAN 100,000 FOLLOWERS
1.11% 0.93% 0.76%
COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS
INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS

98
OCT
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
POTENTIAL AUDIENCE*
ADVERTS ON MESSENGER
MESSENGER’S POTENTIAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE IN
FACEBOOK MESSENGER’S
ADVERTISING REACH
PERCENTAGE OF
MESSENGER’S AD
AUDIENCE THAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
MESSENGER’S AD
AUDIENCE THAT FACEBOOK
REPORTS IS MALE*
1.09 17.7% +1.8% 44.3% 55.7%
BILLION +19 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MESSENGER
FACEBOOK MESSENGER: AD AUDIENCE OVERVIEW

99
OCT
2021
2.5%
10.0%
13.2%
8.3%
5.2%
3.1%
1.8%
3.0%
13.9%
19.4%
10.0%
5.3%
2.7%
1.7%
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: DATA ON THIS CHART REPRESENT FACEBOOK MESSENGER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE
SHARES OF TOTAL MONTHLY ACTIVE USERS. SOME AD FORMATS ARE NOT AVAILABLE IN ALL COUNTRIES, WHICH MAY AFFECT DATA.  COMPARABILITY ADVISORY: BASE CHANGES.
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
SHARE OF FACEBOOK MESSENGER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF MESSENGER’S ADVERTISING AUDIENCE

100
OCT
2021
11 COLOMBIA 22,900,000 +4.1%
12 ITALY 19,500,000 +2.6%
13 TURKEY 19,000,000 0%
14 IRAQ 17,400,000 -3.3%
15 POLAND 16,800,000 +5.0%
16 GERMANY 15,900,000 -0.6%
17 ARGENTINA 15,800,000 -1.3%
18 ALGERIA 15,500,000 +3.3%
19= MYANMAR 15,300,000 +9.3%
19= PERU 15,300,000 -4.4%
01 INDIA 138,300,000 -1.2%
02 BRAZIL 73,700,000 +1.0%
03 MEXICO 68,800,000 -0.3%
04 VIETNAM 57,500,000 +2.7%
05 PHILIPPINES 54,100,000 +8.2%
06 THAILAND 39,100,000 +0.3%
07 EGYPT 36,900,000 -0.3%
08 BANGLADESH 31,800,000 +6.0%
09 INDONESIA 31,300,000 +1.0%
10 U.K. 29,800,000 +2.8%
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
FACEBOOK MESSENGER AD REACH RANKING

101
OCT
2021
OCT 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 FRENCH POLYNESIA 73.3% 168,300 +5.2%
12 ARUBA 72.8% 66,600 +0.9%
13 PALESTINE 71.8% 2,500,000 0%
14 CYPRUS 71.5% 746,800 +0.9%
15 NEW ZEALAND 71.5% 2,900,000 +3.6%
16 BHUTAN 71.3% 439,000 +2.1%
17 LITHUANIA 69.2% 1,600,000 +6.7%
18 NORWAY 68.6% 3,200,000 +3.2%
19 NEW CALEDONIA 68.0% 159,300 +6.2%
20 SAMOA 67.9% 91,700 -0.3%
01 MONGOLIA 95.5% 2,300,000 +4.5%
02 MALTA 85.6% 331,600 +0.5%
03 LIBYA 84.9% 4,500,000 +2.3%
04 ICELAND 82.8% 237,500 +3.3%
05 GREENLAND 80.3% 37,500 +1.4%
06 TONGA 79.2% 59,300 +2.2%
07 GUAM 77.2% 104,600 -4.9%
08 FIJI 74.6% 504,000 +0.8%
09 GEORGIA 73.4% 2,400,000 0%
10 VIETNAM 73.4% 57,500,000 +2.7%
COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: MESSENGER

103
OCT
2021
SOURCE: TIKTOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. NOTES: TIKTOK’S SELF-SERVICE ADVERTISING TOOLS ONLY PUBLISH
POTENTIAL REACH FIGURES FOR AUDIENCES AGED 18 AND ABOVE, BUT ALLOW ADVERTISERS TO SERVE ADVERTISING TO USERS AGED 13 AND ABOVE. TIKTOK’S TOOLS DO NOT PUBLISH
AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE
AGED 18+* THAT TIKTOK
REPORTS CAN BE REACHED
USING ADVERTS ON TIKTOK
TIKTOK’S POTENTIAL
POPULATION AGED 18+
TOTAL NUMBER OF
GLOBAL MONTHLY
ACTIVE TIKTOK
USERS AGED 13+
PERCENTAGE OF
ITS AD AUDIENCE
THAT TIKTOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TIKTOK
REPORTS IS MALE*
825 14.9% 1 56.1% 43.9%
MILLION BILLION
THE POTENTIAL AUDIENCE AGED 18+* THAT MARKETERS CAN REACH USING ADVERTS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
TIKTOK’S TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+, SO SOME VALUES ON THIS CHART MAY NOT REPRESENT TIKTOK’S TOTAL POTENTIAL AD REACH FOR AUDIENCES AGED 13+
!

104
OCT
2021
24.7%
17.0%
6.8%
3.2%
1.7%
18.1%
13.6%
5.9%
2.8%
1.4%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TIKTOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). NOTE: TIKTOK’S TOOLS DO NOT PUBLISH AUDIENCE REACH DATA FOR GENDERS
OTHER THAN ‘MALE’ OR ‘FEMALE’, OR FOR AUDIENCES BELOW THE AGE OF 18, ALTHOUGH ADVERTISERS CAN SERVE ADS TO AUDIENCES AGED 13 AND ABOVE. *ADVISORY: DATA ON THIS
CHART REPRESENT THE SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18 AND ABOVE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55+
YEARS OLD
SHARE OF TIKTOK’S GLOBAL ADVERTISING AUDIENCE AGED 18* BY AGE GROUP AND GENDER*
PROFILE OF TIKTOK’S ADVERTISING AUDIENCE
TIKTOK’S TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+, SO VALUES ON THIS CHART ONLY REFLECT SHARE OF POTENTIAL REACH AMONGST AUDIENCES AGED 18+
!

105
OCT
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TIKTOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT
2021). *NOTES: TIKTOK’S AD TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18 AND ABOVE. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR
WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
# COUNTRY OR TERRITORY REACH AGE 18+ # COUNTRY OR TERRITORY REACH AGE 18+
11 SAUDI ARABIA 19,825,500
12 EGYPT 19,338,500
13 GERMANY 16,071,500
14 FRANCE 15,925,000
15 JAPAN 15,637,000
16 PAKISTAN 14,576,000
17 MALAYSIA 13,459,500
18 SPAIN 12,936,000
19 COLOMBIA 12,730,500
20 ITALY 12,414,000
01 U.S.A. 120,768,500
02 INDONESIA 87,504,000
03 BRAZIL 72,325,000
04 RUSSIA 48,805,000
05 MEXICO 41,648,000
06 VIETNAM 39,652,000
07 THAILAND 35,646,000
08 PHILIPPINES 33,047,500
09 TURKEY 24,599,500
10 U.K. 20,062,000
COUNTRIES AND TERRITORIES WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+*
TIKTOK AD REACH RANKING
TIKTOK’S TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+, SO RANKS AND VALUES ON THIS CHART MAY NOT MATCH EQUIVALENTS FOR TIKTOK’S TOTAL AUDIENCE AGED 13+
!

106
OCT
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TIKTOK’S SELF-SERVICE AD TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT 2021).
*NOTES: TIKTOK’S AD TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+. DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE
AVAILABLE AT THE TIME OF PUBLICATION. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 18+
REACH
AGE 18+
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 18+
REACH
AGE 18+
11 U.S.A. 46.5% 120,768,500
12 IRELAND 46.5% 1,751,500
13 PERU 46.4% 11,000,500
14 MEXICO 46.1% 41,648,000
15 PHILIPPINES 46.0% 33,047,500
16 INDONESIA 45.7% 87,504,000
17 BRAZIL 45.0% 72,325,000
18 BAHRAIN 43.9% 606,000
19 RUSSIA 42.6% 48,805,000
20 TURKEY 40.4% 24,599,500
01 SAUDI ARABIA 78.3% 19,825,500
02 KUWAIT 72.5% 2,367,500
03 U.A.E. 68.6% 5,682,500
04 THAILAND 63.7% 35,646,000
05 CAMBODIA 60.3% 6,541,500
06 MALAYSIA 57.0% 13,459,500
07 VIETNAM 55.4% 39,652,000
08 QATAR 55.0% 1,363,000
09 CHILE 51.8% 7,662,000
10 KAZAKHSTAN 49.2% 6,272,500
COUNTRIES AND TERRITORIES* WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+* COMPARED TO POPULATION AGED 18+
ADDRESSABLE AUDIENCE REACH RATE RANKING: TIKTOK
TIKTOK’S TOOLS ONLY PUBLISH DATA FOR AUDIENCES AGED 18+, SO RANKS AND VALUES ON THIS CHART MAY NOT MATCH EQUIVALENTS FOR TIKTOK’S TOTAL AUDIENCE AGED 13+
!

108
OCT
2021
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART ARE NOT
COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES
HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE*
THAT LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN
LINKEDIN’S POTENTIAL
POPULATION AGED 18+
QUARTER-ON-
QUARTER CHANGE
IN LINKEDIN’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE*
790 14.3% +2.9% 43.4% 56.6%
MILLION +22 MILLION
LINKEDIN: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN

109
OCT
2021
9.1%
25.6%
7.2%
1.0%
11.2%
33.6%
10.4%
1.9%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE GROUP.
*ADVISORY: DATA ON THIS CHART REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE USERS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 54
YEARS OLD
55+
YEARS OLD
SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE

110
OCT
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
01 U.S.A. 180,000,000 0%
02 INDIA 81,000,000 +3.8%
03 CHINA 54,000,000 [N/A]
04 BRAZIL 51,000,000 +4.1%
05 U.K. 32,000,000 +3.2%
06 FRANCE 23,000,000 +4.5%
07= CANADA 19,000,000 +5.6%
07= INDONESIA 19,000,000 0%
09 MEXICO 17,000,000 0%
10 ITALY 16,000,000 +6.7%
11 SPAIN 15,000,000 +7.1%
12 GERMANY 13,000,000 +8.3%
13 AUSTRALIA 12,000,000 0%
14= PHILIPPINES 11,000,000 +10.0%
14= TURKEY 11,000,000 0%
16 COLOMBIA 10,000,000 +1.0%
17 NETHERLANDS 9,500,000 +1.1%
18 ARGENTINA 9,200,000 +3.4%
19 SOUTH AFRICA 9,100,000 +2.2%
20 PAKISTAN 7,500,000 +2.7%
COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES
LINKEDIN AD REACH RANKING

111
OCT
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT
2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP. 18+”
VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 18+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH vs.
POP. 18+
TOTAL
REACH
QOQ
CHANGE
11 SINGAPORE 63.6% 3,200,000 +3.2%
12 ARUBA 62.8% 53,000 0%
13 MALTA 62.6% 230,000 0%
14 NEW ZEALAND 61.5% 2,300,000 0%
15 CANADA 61.4% 19,000,000 +5.6%
16 AUSTRALIA 60.2% 12,000,000 0%
17 DENMARK 60.0% 2,800,000 0%
18 LUXEMBOURG 59.9% 310,000 +3.3%
19 U.K. 59.3% 32,000,000 +3.2%
20 GUAM 57.5% 70,000 +1.4%
01 AMERICAN SAMOA 103.1% 38,000 0%
02 BERMUDA 102.8% 51,000 0%
03 ICELAND 94.6% 250,000 0%
04 CAYMAN IS. 89.2% 47,000 +2.2%
05 ANDORRA 83.3% 54,000 +1.9%
06 U.S. VIRGIN IS. 77.4% 62,000 +1.6%
07 U.S.A. 69.3% 180,000,000 0%
08 NETHERLANDS 68.4% 9,500,000 +1.1%
09 U.A.E. 63.9% 5,300,000 +3.9%
10 IRELAND 63.8% 2,400,000 0%
COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 18+
ELIGIBLE AUDIENCE REACH RATE RANKING: LINKEDIN

113
OCT
2021
SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: SNAP’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT FIGURES FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
POTENTIAL AUDIENCE*
THAT SNAP REPORTS
CAN BE REACHED WITH
ADVERTS ON SNAPCHAT
SNAPCHAT’S POTENTIAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN SNAPCHAT’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT SNAPCHAT
REPORTS IS MALE*
538 8.8% +4.7% 54.4% 44.6%
MILLION +24 MILLION
SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT

114
OCT
2021
12.0%
10.2%
9.6%
11.7%
8.6%
2.5%
9.0%
9.7% 9.5%
10.3%
4.9%
1.2%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN ‘MALE’
OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT SUM TO 100%.
*ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 – 17
YEARS OLD
18 – 20
YEARS OLD
21 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 49
YEARS OLD
50+
YEARS OLD
SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE

Digital 2021 October Global Statshot Report v03

Digital 2021 October Global Statshot Report v03

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Digital 2021 October Global Statshot Report v03