【Wearesocial】2016数字化报告.pdf

wearesocialsg 1DIGITALIN 2016WE ARE SOCIALS COMPENDIUM OF GLOBAL DIGITAL,SOCIAL,AND MOBILE DATA,TRENDS,AND STATISTICSwearesocialSIMON KEMP WE ARE SOCIALwearesocialsg 2wearesocialsg 3COUNTRIES INCLUDED IN THIS OVERVIEW1ARGENTINA2AUSTRALIA3BRAZIL4CANADA5CHINA6EGYPT7FRANCE8GERMANY9HONG KONG10 INDIA11 INDONESIA12 ITALY13 JAPAN14 MALAYSIA15 MEXICO16 NIGERIA17 THE PHILIPPINES18 POLAND19 RUSSIA20 SAUDI ARABIA21 SINGAPORE22 SOUTH AFRICA23 SOUTH KOREA24 SPAIN25 THAILAND26 TURKEY27 UNITED ARAB EMIRATES28 UNITED KINGDOM29 UNITED STATES30 VIETNAM219541024152271912208131162362311181417252627282930wearesocialsg 4WELCOMEWelcome to We Are Socials DIGITAL IN 2016 report,collating all the key data,statistics and trends you need to understand the state of digital,social and mobile media around the world today.Weve received numerous requests for data on additional countries over the past few years,so weve split this years report into three distinct parts:DIGITAL IN 2016 This report,which contains regional and global overviews,together with in-depth profiles of 30 of the worlds top economies.Click hereto access our previous reports.2016 DIGITAL YEARBOOK A separate report,which contains high-level profiles of 232 countries around the world.Read and download We Are Socials 2016 Digital Yearbook by clicking here.EXECUTIVE SUMMARY Our analysis of this years key data and trends,together with our forecasts for the coming twelve months.Read We Are Socials Executive Summary by clicking here.If you have any questions about what these trends might mean for your organisation,or if youd like to know how We Are Social can help you make sense of them,visit us at ,click hereto email us,or contact us on Twitter:wearesocialsg.wearesocialsg 5CLICK HERE TO ACCESS WE ARE SOCIALS 2016 DIGITAL YEARBOOK,WHICH CONTAINS HIGH-LEVEL DATA SNAPSHOTS FOR 232 COUNTRIES WORLDWIDEwearesocialsg 6GLOBAL&REGIONAL OVERVIEWSwearesocialsg 7GLOBAL DIGITAL SNAPSHOTINTERNETUSERSTOTAL POPULATIONACTIVE SOCIAL MEDIA USERSUNIQUE MOBILE USERSACTIVE MOBILE SOCIAL USERSFIGURE REPRESENTS UNIQUE MOBILE PHONE USERSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE REPRESENTS TOTAL GLOBALPOPULATION,INCLUDING CHILDRENFIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONSBILLIONBILLIONBILLIONBILLIONBILLIONA SNAPSHOT OF THE WORLDS KEY DIGITAL STATISTICAL INDICATORS Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.7.395JAN2016URBANISATION:54%3.419PENETRATION:46%2.307PENETRATION:31%3.790PENETRATION:51%1.968PENETRATION:27%wearesocialsg 8JAN2016ANNUAL GROWTHGROWTH IN THE NUMBER OF ACTIVE INTERNET USERSGROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERSGROWTH IN THE NUMBER OF UNIQUEMOBILE USERSGROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERSYEAR-ON-YEAR GROWTH TRENDS FOR KEY DIGITAL STATISTICAL INDICATORS SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015 Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.+10%+10%+4%+17%+332 MILLION+219 MILLION+141 MILLION+283 MILLIONwearesocialsg 9SHARE OF GLOBAL USERSJAN2016NORTH AMERICA5%9%9%5%CENTRAL AMERICA3%4%3%3%SOUTH AMERICA6%9%7%7%WEST EUROPE6%910%7%CENTRAL ASIA1%1%1%1%EAST ASIA22%33%25%22%SOUTH ASIA24%8%14%18%MIDDLE EAST3%3%4%4%AFRICA16%6%10%13%OCEANIA1%1%1%1%POPULATIONACTIVE SOCIAL MEDIA ACCOUNTSINTERNET USERSMOBILE CONNECTIONSSOUTHEAST ASIA9%10%8%11%EAST EUROPE6%8%8%8%Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.wearesocialsg 10ACTIVE INTERNET USERSTOTAL POPULATIONACTIVE SOCIAL MEDIA USERSMOBILE CONNECTIONSACTIVE MOBILE SOCIAL USERSFIGURE REPRESENTS MOBILESUBSCRIPTIONS,NOT UNIQUE USERSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE REPRESENTS TOTAL REGIONALPOPULATION,INCLUDING CHILDRENFIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONSJAN2016A SNAPSHOT OF THE REGIONS KEY DIGITAL STATISTICAL INDICATORSMILLIONMILLIONMILLIONMILLIONMILLION Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.1,201URBANISATION:41%349PENETRATION:29%129PENETRATION:11%986vs POPULATION:82%102PENETRATION:8%DIGITAL IN AFRICAwearesocialsg 11JAN2016GROWTH IN THE NUMBER OF ACTIVE INTERNET USERSGROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERSGROWTH IN THE NUMBER OF MOBILE CONNECTIONSGROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERSYEAR-ON-YEAR GROWTH TRENDS FOR THE REGIONS KEY DIGITAL STATISTICAL INDICATORS SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015 Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.SINCE JAN 2015+14%+25%+20%+47.2 MILLION+25.3 MILLION+17.1 MILLIONANNUAL GROWTH:AFRICA+9%+84.4 MILLIONwearesocialsg 12ACTIVE INTERNET USERSTOTAL POPULATIONACTIVE SOCIAL MEDIA USERSMOBILE CONNECTIONSACTIVE MOBILE SOCIAL USERSFIGURE REPRESENTS MOBILESUBSCRIPTIONS,NOT UNIQUE USERSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE REPRESENTS TOTAL REGIONALPOPULATION,INCLUDING CHILDRENFIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONSJAN2016A SNAPSHOT OF THE REGIONS KEY DIGITAL STATISTICAL INDICATORSMILLIONMILLIONMILLIONMILLIONMILLION Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.997URBANISATION:81%665PENETRATION:67%511PENETRATION:51%1,072vs POPULATION:108%437PENETRATION:44%DIGITAL IN THE AMERICASwearesocialsg 13JAN2016GROWTH IN THE NUMBER OF ACTIVE INTERNET USERSGROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERSGROWTH IN THE NUMBER OF MOBILE CONNECTIONSGROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERSYEAR-ON-YEAR GROWTH TRENDS FOR THE REGIONS KEY DIGITAL STATISTICAL INDICATORS SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015 Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.SINCE JAN 2015+6%+6%+9%+38.9 MILLION+28.6 MILLION+37.5 MILLIONANNUAL GROWTH:THE AMERICAS+1%+9.6 MILLIONwearesocialsg 14ACTIVE INTERNET USERSTOTAL POPULATIONACTIVE SOCIAL MEDIA USERSMOBILE CONNECTIONSACTIVE MOBILE SOCIAL USERSFIGURE REPRESENTS MOBILESUBSCRIPTIONS,NOT UNIQUE USERSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE REPRESENTS TOTAL REGIONALPOPULATION,INCLUDING CHILDRENFIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONSJAN2016A SNAPSHOT OF THE REGIONS KEY DIGITAL STATISTICAL INDICATORSMILLIONMILLIONMILLIONMILLIONMILLION Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.4,116URBANISATION:47%1,662PENETRATION:40%1,211PENETRATION:29%3,860vs POPULATION:94%1,066PENETRATION:26%DIGITAL IN ASIA-PACIFICwearesocialsg 15JAN2016GROWTH IN THE NUMBER OF ACTIVE INTERNET USERSGROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERSGROWTH IN THE NUMBER OF MOBILE CONNECTIONSGROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERSYEAR-ON-YEAR GROWTH TRENDS FOR THE REGIONS KEY DIGITAL STATISTICAL INDICATORS SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015 Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.SINCE JAN 2015+12%+14%+21%+199.0 MILLION+145.8 MILLION+187.3 MILLIONANNUAL GROWTH:ASIA-PACIFIC+4%+155.6 MILLIONwearesocialsg 16ACTIVE INTERNET USERSTOTAL POPULATIONACTIVE SOCIAL MEDIA USERSMOBILE CONNECTIONSACTIVE MOBILE SOCIAL USERSFIGURE REPRESENTS MOBILESUBSCRIPTIONS,NOT UNIQUE USERSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE REPRESENTS TOTAL REGIONALPOPULATION,INCLUDING CHILDRENFIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONSJAN2016A SNAPSHOT OF THE REGIONS KEY DIGITAL STATISTICAL INDICATORSMILLIONMILLIONMILLIONMILLIONMILLION Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.838URBANISATION:73%616PENETRATION:73%393PENETRATION:47%1,102vs POPULATION:132%305PENETRATION:36%DIGITAL IN EUROPEwearesocialsg 17JAN2016GROWTH IN THE NUMBER OF ACTIVE INTERNET USERSGROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERSGROWTH IN THE NUMBER OF MOBILE CONNECTIONSGROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERSYEAR-ON-YEAR GROWTH TRENDS FOR THE REGIONS KEY DIGITAL STATISTICAL INDICATORS SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015 Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.SINCE JAN 2015+4%+3%+6%+25.9 MILLION+11.2 MILLION+18.2 MILLIONANNUAL GROWTH:EUROPE+1%+13.5 MILLIONwearesocialsg 18ACTIVE INTERNET USERSTOTAL POPULATIONACTIVE SOCIAL MEDIA USERSMOBILE CONNECTIONSACTIVE MOBILE SOCIAL USERSFIGURE REPRESENTS MOBILESUBSCRIPTIONS,NOT UNIQUE USERSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE BASED ON ACTIVE USER ACCOUNTS,NOT UNIQUE INDIVIDUALSFIGURE REPRESENTS TOTAL REGIONALPOPULATION,INCLUDING CHILDRENFIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONSJAN2016A SNAPSHOT OF THE REGIONS KEY DIGITAL STATISTICAL INDICATORSMILLIONMILLIONMILLIONMILLIONMILLION Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.242URBANISATION:71%128PENETRATION:53%63PENETRATION:26%298vs POPULATION:123%58PENETRATION:24%DIGITAL IN THE MIDDLE EASTwearesocialsg 19JAN2016GROWTH IN THE NUMBER OF ACTIVE INTERNET USERSGROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERSGROWTH IN THE NUMBER OF MOBILE CONNECTIONSGROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERSYEAR-ON-YEAR GROWTH TRENDS FOR THE REGIONS KEY DIGITAL STATISTICAL INDICATORS SINCE JAN 2015SINCE JAN 2015SINCE JAN 2015 Sources:Population:UN,US Census Bureau;Internet:ITU,InternetWorldStats,CIA,national government ministries and industry associations;Social&Mobile Social:Facebook,Tencent,VKontakte,LiveInternet.ru,Nikkei,VentureBeat,Niki Aghaei;Mobile:GSMA Intelligence.SINCE JAN 2015+17%+13%+66%+21.4 MILLION+7.5 MILLION+23.0 MILLIONANNUAL GROWTH:THE MIDDLE EAST+3%+8.9 MILLIONwearesocialsg 20GLOBAL INTERNET USAGEwearesocialsg 21NORTHAMERICACENTRALAMERICASOUTHAMERICAAFRICAMIDDLEEASTWESTEUROPEEASTEUROPEEASTASIAOCEANIACENTRALASIASOUTHASIASOUTHEASTASIAGLOBALAVERAGE:INTERNET USEJAN2016 Sources:ITU,InternetWorldStats,CIA,national government ministries and industry bodies;UN,US Census Bureau for population data.46%88%88%60%60%29%29%53%53%83%83%64%64%54%54%68%68%44%44%40%40%27%27%41%41%REGIONAL INTERNET PENETRATION FIGURESwearesocialsg 22INTERNET USE:REGIONAL OVERVIEWJAN2016 Sources:ITU,InternetWorldStats,CIA,national government ministries and industry bodies;UN,US Census Bureau for population data.INTERNET USERS(IN MILLIONS),AND INTERNET PENETRATION,BY REGIONINTERNET USERS,IN MILLIONSINTERNET PENETRATION54%54%27%27%29%29%83%83%88%88%64%64%41%41%60%60%53%53%44%44%68%68%40%40%867 480 349 345 315 271 259 254 128 96 27 27 EASTASIASOUTHASIAAFRICAWESTEUROPENORTHAMERICAEASTEUROPESOUTHEASTASIASOUTHAMERICAMIDDLEEASTCENTRALAMERICAOCEANIACENTRALASIAwearesocialsg 23INTERNET USE BY COUNTRYJAN2016 Sources:ITU,InternetWorldStats,CIA,national government ministries and industry bodies;UN,US Census Bureau for population data.NATIONAL INTERNET PENETRATION FIGURES96%92%91%91%90%89%88%87%86%82%80%79%77%72%68%67%64%63%58%58%56%53%52%50%49%49%47%46%46%34%28%UAEUKCANADAJAPANSOUTH KOREAGERMANYAUSTRALIAUSAFRANCESINGAPOREARGENTINAHONG KONGSPAINRUSSIAMALAYSIAPOLANDSAUDI ARABIAITALYTURKEYBRAZILTHAILANDNIGERIAEGYPTVIETNAMCHINASOUTH AFRICAMEXICOPHILIPPINESGLOBAL AVERAGEINDONESIAINDIAwearesocialsg 24INTERNET RANKINGSJAN2016 Sources:ITU,InternetWorldStats,CIA,national government ministries and industry bodies;UN,US Census Bureau for population data.#COUNTRY%USERS01ICELAND98%324,518 02BERMUDA97%68,280 03NORWAY96%5,047,528 04DENMARK96%5,452,151 05ANDORRA96%82,148 06UAE96%8,807,226 07NETHERLANDS95%16,143,879 08LUXEMBOURG95%541,206 09FAROE ISLANDS95%47,762 10SWEDEN94%9,216,226#COUNTRY%USERS214NORTH KOREA0.03%7,200 213NIGER2.0%395,990 212CHAD2.5%356,678 211CONGO(DEM.REP.)3.0%2,381,254 210ETHIOPIA3.7%3,700,000 209GUINEA-BISSAU3.8%70,000 208SIERRA LEONE4.0%260,000 207CENTRAL AFRICAN REP.4.4%217,279 206SOMALIA4.6%500,000 205BURUNDI4.6%526,372 BASED ON INTERNET PENETRATION IN COUNTRIES WITH NATIONAL POPULATIONS OF 50,000 PEOPLE OR MORE HIGHEST INTERNET PENETRATIONLOWEST INTERNET PENETRATIONwearesocialsg 25TIME SPENT ON THE INTERNETJAN2016 Source:GlobalWebIndex,Q4 2015.Based on a survey of internet users aged 16-64.AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY,SPLIT BY PC USE AND MOBILE PHONE USEACCESS THROUGH LAPTOP/DESKTOPACCESS THROUGH MOBILE DEVICE5.25.24.94.74.74.74.74.64.64.64.44.44.44.34.24.24.14.13.93.83.83.63.63.43.33.33.12.93.93.23.03.93.53.51.42.43.63.43.61.33.11.92.12.63.82.21.31.61.91.11.02.51.32.21.90.6BRAZILPHILIPPINESSOUTH AFRICATHAILANDARGENTINAINDONESIARUSSIAVIETNAMMALAYSIAMEXICOUAEPOLANDINDIAUSSINGAPORETURKEYSAUDI ARABIAITALYCANADAUKSPAINAUSTRALIAFRANCECHINAGERMANYHONG KONGSOUTH KOREAJAPANwearesocialsg 26SHARE OF WEB TRAFFIC BY DEVICESHARE OF WEB PAGE VIEWS:LAPTOPS&DESKTOPSSHARE OF WEB PAGE VIEWS:MOBILE PHONESSHARE OF WEB PAGE VIEWS:TABLETSSHARE OF WEB PAGE VIEW