2018年Q2全球互联网、社交媒体、移动和电子商务应用（英文版）.pdf

1 2018 Q2 GLOBAL DIGITAL STATSHOT ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE USE AROUND THE WORLD23 GLOBAL OVERVIEW4 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: APR 2018 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL AROUND THE WORLD IN Q2 2018 THE LATEST STATISTICAL INDICATORS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USE AROUND THE WORLD 7. 6 1 5 4.087 3.297 5.061 3.087 BILLION BILLION BILLION BILLION BILLION 55% 54% 43% 66% 41%5 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS APR 2018 GLOBAL ANNUAL DIGITAL GROWTH YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS SINCE APR 2017 SINCE APR 2017 SINCE APR 2017 SINCE APR 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA.NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE. 4.087 54% 3.827 50% BILLION BILLION8 LAPTOPS GOOGLE CONSUMER BAROMETER, APRIL 2018. GOOGLES FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS IN SELECTED COUNTRIES ONLY; PLEASE SEE CONSUMERBAROMETER MORE INFORMATION ON GOOGLES METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DONT KNOW” OR INCOMPLETE ANSWERS. 42.71 22.16 29% 36% 29% MBPS MBPS10 INTERNET CONNECTION SPEED RANKINGS APR 2018 BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED AND MOBILE INTERNET CONNECTIONS BY COUNTRY, IN MBPS # COUNTRY SPEED IN MBPS 01 SINGAPORE 161.53 02 ICELAND 157.73 03 HONG KONG 129.64 04 SOUTH KOREA 117.49 05 ROMANIA 105.74 06 SWEDEN 93.24 07 HUNGARY 90.94 08 MACAU 87.92 09 UNITED STATES 84.66 10 NETHERLANDS 83.41 FASTEST FIXED INTERNET CONNECTIONS FASTEST MOBILE INTERNET CONNECTIONS # COUNTRY SPEED IN MBPS 01 NORWAY 62.07 02 ICELAND 58.44 03 NETHERLANDS 54.53 04 SINGAPORE 51.92 05 UNITED ARAB EMIRATES 51.72 06 QATAR 51.61 07 AUSTRALIA 50.04 08 HUNGARY 46.39 09 CANADA 45.67 10 BELGIUM 45.16 SOURCE: OOKLA SPEEDTEST, FEBRUARY 2018. NOTES: DATA DOES NOT COVER ALL COUNTRIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES FOR WHICH DATA IS AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS.11 THE WORLDS MOST VISITED WEBSITES APR 2018 ALEXAS RANKING OF THE WEBSITES THAT ATTRACTED THE GREATEST VOLUME OF TRAFFIC AND PAGE VIEWS IN THE PAST MONTH SOURCES: ALEXA, MONTH ENDING 16 APRIL 2018. TIMES ARE IN MINUTES AND SECONDS. # WEBSITE CATEGORY TIME PER DAY 01 GOOGLE SEARCH 07:23 02 YOUTUBE VIDEO 08:15 03 FACEBOOK SOCIAL 11:08 04 BAIDU SEARCH 07:04 05 WIKIPEDIA REFERENCE 04:14 06 REDDIT SOCIAL 15:47 07 YAHOO NEWS 03:56 08 GOOGLE.CO.IN SEARCH 06:43 09 QQ NEWS 04:34 10 TAOBAO SHOPPING 08:03 # WEBSITE CATEGORY TIME PER DAY 11 AMAZON SHOPPING 07:40 12 TWITTER SOCIAL 06:23 13 TMALL SHOPPING 06:34 14 INSTAGRAM SOCIAL 05:30 15 SOHU SEARCH 03:42 16 VK SOCIAL 10:06 17 LIVE EMAIL 04:05 18 GOOGLE.CO.JP SEARCH 06:09 19 SINA SOCIAL 03:13 20 JD SHOPPING 04:4212 THE WORLDS MOST VISITED WEBSITES APR 2018 SIMILARWEBS RANKINGS OF THE WEBSITES THAT ATTRACTED THE GREATEST VOLUME OF WEB TRAFFIC IN THE PAST MONTH SOURCES: SIMILARWEB, MARCH 2018. TIMES ARE IN MINUTES AND SECONDS. # WEBSITE CATEGORY TIME PER VISIT 01 GOOGLE SEARCH 07:23 02 FACEBOOK SOCIAL 13:28 03 YOUTUBE VIDEO 20:04 04 BAIDU SEARCH 08:57 05 WIKIPEDIA REFERENCE 03:51 06 GOOGLE.CO.IN SEARCH 07:46 07 YAHOO NEWS 06:19 08 XVIDEOS ADULT 12:58 09 GOOGLE.BR SEARCH 09:08 10 TWITTER SOCIAL 09:19 # WEBSITE CATEGORY TIME PER VISIT 11 VK SOCIAL 16:31 12 GOOGLE.BR SEARCH 09:08 13 INSTAGRAM SOCIAL 06:48 14 PORNHUB ADULT 10:32 15 YANDEX SEARCH 10:42 16 LIVE EMAIL 06:43 17 AMAZON SHOPPING 06:25 18 SOGOU SEARCH 05:16 19 GOOGLE.CO.ID SEARCH 09:02 20 GOOGLE.CO.UK SEARCH 09:2513 SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY VISITED AN ONLINE RETAIL STORE ON THE WEB (ANY DEVICE) VISITED AN ONLINE PRICE COMPARISON SITE OR SERVICE VISITED AN ONLINE AUCTION SITE (ANY DEVICE) APR 2018 E-COMMERCE ACTIVITIES IN THE PAST MONTH PERCENTAGE OF INTERNET USERS IN THE WORLDS TOP ECONOMIES WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH PURCHASED A PRODUCT OR SERVICE ONLINE (ANY DEVICE) SOURCE: GLOBALWEBINDEX, Q4 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64 IN 40 OF THE WORLDS TOP ECONOMIES. NOTE: FIGURES REFLECT PERCENTAGES OF INTERNET USERS ONLY. 83% 91% 55% 47% 73%14 VISITED AN E-COMMERCE SITE ON THE WEB IN THE PAST MONTH (ANY DEVICE) USED A SHOPPING APP IN THE PAST MONTH (PHONE OR TABLET) VISITED AN E-COMMERCE SITE ON THE WEB IN THE PAST MONTH (ANY DEVICE) USED A SHOPPING APP IN THE PAST MONTH (PHONE OR TABLET) APR 2018 HOW E-COMMERCE USERS SHOP COMPARING INTERNET USERS E-COMMERCE ACTIVITIES ON THE WEB TO THEIR USE OF E-COMMERCE APPS ON MOBILES AND TABLETS WOMEN MEN SOURCE: GLOBALWEBINDEX, Q4 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64 IN 40 OF THE WORLDS TOP ECONOMIES. NOTE: FIGURES REFLECT PERCENTAGES OF INTERNET USERS ONLY. 90% 61% 91% 59%15 TOP GOOGLE SEARCH QUERIES IN Q1 2018 APR 2018 BASED ON WORLDWIDE GOOGLE SEARCHES FOR THE PERIOD 01 JANUARY TO 31 MARCH 2018 SOURCE: GOOGLE TRENDS, APRIL 2018; KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE INDEX COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). THE “VOLUME Y-O-Y“ COLUMN SHOWS THE YEAR-ON-YEAR CHANGE IN SEARCH VOLUME FOR EACH QUERY, BASED ON AVERAGE INDEX VALUES FOR EACH QUERY IN Q1 2018 vs. Q1 2017. # QUERY INDEX VOLUME Y-O-Y 01 FACEBOOK 100 -24% 02 YOUTUBE 72 -3% 03 GOOGLE 66 -7% 04 YOU 39 -6% 05 WEATHER 33 +40% 06 NEWS 26 +5% 07 GMAIL 21 -15% 08 AMAZON 19 +14% 09 HOTMAIL 19 +1% 10 TRANSLATE 16 +11% # QUERY INDEX VOLUME Y-O-Y 11 MAIL 16 -14% 12 FB 15 -23% 13 YAHOO 14 -10% 14 INSTAGRAM 14 +20% 15 MAPS 10 -1% 16 CRAIGSLIST 10 -13% 17 TWITTER 9 +1% 18 TIEMPO 9 +57% 19 METEO 9 +18% 20 WHATSAPP 9 +38%16 GLOBAL SOCIAL MEDIA USE17 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION APR 2018 SOCIAL MEDIA USE BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. 3.297 43% 3.087 41% BILLION BILLION18 ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMS APR 2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF APRIL 2018. *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. *NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017. 2,234 1,500 1,500 1,300 1,000 813 794 783 563 392 330 330 300 300 260 260 255 203 200 200 FACEBOOK YOUTUBE WHATSAPP FB MESSENGER WECHAT INSTAGRAM TUMBLR* QQ QZONE SINA WEIBO REDDIT TWITTER BAIDU TIEBA* SKYPE* LINKEDIN* VIBER* SNAPCHAT* LINE PINTEREST TELEGRAM SOCIAL NETWORK MESSENGER / CHAT APP / VOIP DATA CORRECT TO: 12 APRIL 201819 TOTAL NUMBER OF MONTHLY ACTIVE FACEBOOK USERS ANNUAL CHANGE IN FACEBOOK USERS vs. APRIL 2017 PERCENTAGE OF FACEBOOK USERS ACCESSING VIA MOBILE APR 2018 FACEBOOK USAGE ANALYSIS A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS SOURCE: EXTRAPOLATION OF FACEBOOK DATA, APRIL 2018. PERCENTAGE OF FACEBOOK PROFILES DECLARED AS FEMALE PERCENTAGE OF FACEBOOK PROFILES DECLARED AS MALE 2.234 +14% 89% 43% 57% BILLION20 FACEBOOK RANKINGS APR 2018 COUNTRIES AND CITIES WITH THE LARGEST ACTIVE FACEBOOK USER BASES SOURCES: EXTRAPOLATION OF FACEBOOK DATA, APRIL 2018. NOTES: “ Y-O-Y” REFLECTS THE YEAR-ON-YEAR CHANGE vs. APRIL 2017, AS REPORTED IN HOOTSUITE AND WE ARE SOCIALS “Q2 2017 STATSHOT” REPORT. “ Q-O-Q” REFLECTS THE QUARTER-ON-QUARTER CHANGE vs. JANUARY 2018, AS REPORTED IN HOOTSUITE AND WE ARE SOCIALS “DIGITAL IN 2018” REPORT. # COUNTRY USERS Y-O-Y Q-O-Q 01 INDIA 270,000,000 +27% +8% 02 UNITED STATES 240,000,000 +10% +4% 03 INDONESIA 140,000,000 +26% +8% 04 BRAZIL 130,000,000 +6% 0% 05 MEXICO 85,000,000 +12% +2% 06 PHILIPPINES 69,000,000 +10% +3% 07 VIETNAM 58,000,000 +16% +5% 08 THAILAND 52,000,000 +11% +2% 09 TURKEY 52,000,000 +8% +2% 10 UNITED KINGDOM 45,000,000 +7% +2% COUNTRIES WITH THE LARGEST NUMBER OF ACTIVE FACEBOOK USERS FACEBOOKS TOP CITIES # CITY USERS 01 BANGKOK 25,000,000 02 JAKARTA 20,000,000 03 DHAKA 18,000,000 04 MEXICO CITY 15,000,000 05 CAIRO 14,000,000 06 HO CHI MINH 14,000,000 07 ISTANBUL 14,000,000 08 NEW DELHI 14,000,000 09 SO PAULO 13,000,000 10 BANGALORE 12,000,000 FACEBOOKS TOP LANGUAGES # LANGUAGE USERS 01 ENGLISH 1,100,000,000 02 SPANISH 320,000,000 03 INDONESIAN 170,000,000 04 ARABIC 150,000,000 05 PORTUGUESE 150,000,000 06 FRENCH 110,000,000 07 VIETNAMESE 61,000,000 08 TURKISH 54,000,000 09 THAI 53,000,000 10 GERMAN 43,000,00021 AGE TOTAL FEMALE MALE TOTAL 13 17 18 24 25 34 35 44 45 54 55 64 65+ FEMALE MALE PROFILE OF FACEBOOK USERS BREAKDOWN OF FACEBOOKS GLOBAL USERS BY AGE AND GENDER, IN MILLIONS SOURCES: EXTRAPOLATION OF FACEBOOK DATA, APRIL 2018. NOTES: THE TOTAL COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUPS SHARE OF TOTAL GLOBAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. 13 17 YEARS OLD 65+ YEARS OLD 25 34 YEARS OLD 35 44 YEARS OLD 45 54 YEARS OLD 55 64 YEARS OLD 18 24 YEARS OLD APR 2018 78 260 270 160 100 60 41 92 360 400 210 110 55 38 AGE TOTAL FEMALE MALE TOTAL 2,234,000,000 43% 57% 13 17 170,000,000 3% 4% 18 24 620,000,000 12% 16% 25 34 670,000,000 12% 18% 35 44 370,000,000 7% 9% 45 54 210,000,000 4% 5% 55 64 115,000,000 3% 2% 65+ 79,000,000 2% 2%22 QUARTERLY CHANGE IN FACEBOOK USERS APR 2018 CHANGE IN THE GLOBAL NUMBER OF FACEBOOK MONTHLY ACTIVE USERS BY GENDER AND AGE BAND AGE FEMALES Q-O-Q Q-O-Q TOTAL 969,000,000 +2.4% +23,000,000 13 17 78,000,000 -2.5% -2,000,000 18 24 260,000,000 +4.0% +10,000,000 25 34 270,000,000 +3.8% +10,000,000 35 44 160,000,000 0% (UNCHANGED) 45 54 100,000,000 +1.0% +1,000,000 55 64 60,000,000 +1.7% +1,000,000 65+ 41,000,000 +5.1% +2,000,000 AGE MALES Q-O-Q Q-O-Q TOTAL 1,265,000,000 +3.6% +44,000,000 13 17 92,000,000 -4.2% -4,000,000 18 24 360,000,000 0% (UNCHANGED) 25 34 400,000,000 +8.1% +30,000,000 35 44 210,000,000 +5.0% +10,000,000 45 54 110,000,000 +10.0% +10,000,000 55 64 55,000,000 +3.8% +2,000,000 65+ 38,000,000 +2.7% +1,000,000 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, APRIL 2018. GROWTH DATA BASED ON DATA REPORTED IN WE ARE SOCIAL AND HOOTSUITES “DIGITAL IN 2018 ” REPORT. NOTES: THE “ Q-O-Q” COLUMNS DETAIL THE QUARTER-ON-QUARTER CHANGE IN MONTHLY ACTIVE USERS FOR EACH AGE GROUP. SPLIT BY GENDER, COMPARED TO DATA FOR JANUARY 201823 TOTAL NUMBER OF FACEBOOK PAGES LIKED (LIFETIME) POSTS LIKED IN THE PAST 30 DAYS (ALL POST TYPES) COMMENTS IN THE PAST IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK POSTS SHARED IN THE PAST 30 DAYS (ALL POST TYPES) APR 2018 FACEBOOK ACTIVITY FREQUENCIES THE NUMBER OF TIMES A TYPICAL USER PERFORMS EACH ACTIVITY ON FACEBOOK, SPLIT BY SELF-DECLARED GENDER OF USER FACEBOOK ADS CLICKED IN THE PAST 30 DAYS (ANY CLICK TYPE) SOURCE: FACEBOOK, APRIL 2018. FIGURES REPRESENT MEDIAN VALUES FOR THE TOTAL GLOBAL FACEBOOK USER BASE AGED 18 AND ABOVE. 1 1 13 9 7 4 1 1 12 9 FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:24 APR 2018 AV E R A GE FAC E B OOK PA GE P OST R E AC H AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE MONTHLY GROWTH IN PAGE LIKES (FANS), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH SOURCE: LOCOWISE, APRIL 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q1 2018. NOTE: POST REACH METRICS CALCULATED USING “PAGE LIKES” ARE BASED ON THE TOTAL NUMBER OF PAGE LIKES AT THE TIME WHEN EACH INDIVIDUAL POST WAS PUBLISHED. +0.16% 8.9% 7.2% 19.1% 24.1%