Digital 2019 Global Digital Overview

DIGITAL 2019 ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND E-COMMERCE

DIGITAL AROUND THE WORLD IN 2019 I say this in my introduction to our Global community will spend a combined total in e-commerce over the past year, with Digital Reports every year, but the past of more than 1.2 billion years using the m-commerce and mobile wallets playing twelve months really have seen impressive internet in 2019. an increasingly important role in the lives growth across all things digital. This year’s of people all across the globe. collection of 230+ reports reveals some Social media continues to account for SIMON KEMP striking new numbers in countries all across the greatest share of that time, and the This year’s reports also take a closer look REPORT AUTHOR the globe, with developing economies average user spends more time on social at some of the more recent additions to the showing some particularly strong growth. today than they did this time last year. The digital landscape, including the growing number of social media users around the use of voice control, and public adoption The big story in this year’s data is the world has increased by more than 280 of cryptocurrencies. accelerating growth in internet users. More million since January 2018, but there than 360 million people came online for have also been some user declines across Best of all, we’re making this year’s full the first time during 2018, at an average some of the world’s top social platforms. collection of 5,000+ charts available for rate of more than 1 million new users each To help you make sense of this changing free. You’ll find details of how to download day. 57 percent of the world’s population social landscape, we’ve included detailed everything over the next few pages, but be is now connected to the internet, with data by platform across all of our reports. sure to check out the links to our wonderful trends indicating that all of the original data partners at the end of this report to ‘Next Billion Users’ are now online. Mobile users grew by a more modest 100 find even more rich data and insights. million over the past year, but that slower We’re spending significant amounts of growth is perhaps to be expected, given But with that, let’s get stuck into the time online, too. The average internet user that two-thirds of the world’s population numbers. Here’s to another year of now spends more than 6½ hours online already uses a mobile. However, impressive digital growth in 2019! each day, meaning that the world’s digital mobile has helped fuel strong growth 3

DIGITAL 2019 DIGITAL 2019 GLOBAL DIGITAL YEARBOOK GLOBAL DIGITAL YEARBOOK ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD CLICK HERECLICK HERE T TO READ OUR 20O READ OUR 20119 GL9 GLOBAL DIGITOBAL DIGITAL YEARBOOK REPAL YEARBOOK REPORORTT,, WITH HEADLINE DIGITWITH HEADLINE DIGITAL DAL DAATTA FOR A FOR EVEREVERY COUNTRY COUNTRY IN THE WORLDY IN THE WORLD

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

GLOBAL OVERVIEW 6

JAN DIGITAL AROUND THE WORLD IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS 7.676 5.112 4.388 3.484 3.256 BILLION BILLION BILLION BILLION BILLION URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 56% 67% 57% 45% 42% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 7 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN ANNUAL DIGITAL GROWTH 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS +1.1% +2.0% +9.1% +9.0% +10% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +84 MILLION +100 MILLION +367 MILLION +288 MILLION +297 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 8 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

HOOTSUITE’S PERSPECTIVE: DIGITAL IN 2019 From using Instagram to research products to chatting with customer support on messaging apps, social media has become the heart of all digital customer touchpoints. We recommend that brands take action in three critical areas: REBUILD TRUST WITH CONSUMERS BREAK DOWN MARKETING SILOS MAKE A UNIFIED VIEW YOUR IMPERATIVE Cambridge Analytica and fake news 54% of organizations report that departments Today, the average internet user has accounts damaged consumer confidence in search beyond marketing are now using social media. on 8 different social and messaging services. engines, businesses, and social channels Marketing teams can increase their influence To meet the demands of these consumers, in 2018. To rebuild trust, brands must be by guiding this expansion and advancing their organizations need to build a unified view of their clear why they are collecting data and organization’s digital transformation. Begin by customers across every touchpoint. Tying together use the data they do collect to create establishing common KPIs with other departments, data and working fluidly with other departments personalized, one-to-one experiences using social to achieve broad business objectives is a tough task. But cracking this code offers a that offer new value to customers. like brand health, revenue, and customer retention. giant leap ahead of your competitors in 2019. Click here to identify new opportunities and compare your strategy to other organizations with Hootsuite’s global study of 9,278 organizations. 9

WE ARE SOCIAL’S PERSPECTIVE: DIGITAL IN 2019 The constant evolution of digital continues, with new formats and platforms, enhanced by voice, AI and AR. EVOLUTION OF VOICE IMMERSIVE SOCIAL DEMOCRATISING DATA COLLECTIVE AI Voice based search has increased, Consumer-level AR creation tools are We’re in the midst of a As we converge and combine though interestingly more so in developing gradually normalising this technology. revolution. As individuals our behaviours and intelligence economies than developed. Platforms AR advertising in the newsfeed points to become the gatekeepers to online, the ability for machine responding by developing features such a more immersive experience on social their own data, it’s essential learning to find solutions to as Snapchat voice recognition lenses and platforms, but until there are truly social that brands find access on brand needs is becoming an testing of voice commands for Facebook features (allowing humans to interact) it the right terms. essential advantage. Messenger and Facebook Portal. won’t be core to the experience. Download our Think Forward report to dive into these trends and more. 10

2019 REGIONAL OVERVIEWS 11

JAN DIGITAL IN AFRICA IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS 1.304 1.049 473.0 216.0 202.4 BILLION BILLION MILLION MILLION MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 43% 80% 36% 17% 16% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 12 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN ANNUAL DIGITAL GROWTH IN AFRICA 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS +2.5% +5.2% +8.7% +13% +17% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +33 MILLION +51 MILLION +38 MILLION +25 MILLION +30 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 13 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN DIGITAL IN THE AMERICAS IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS 1.020 1.058 798.4 673.1 610.5 BILLION BILLION MILLION MILLION MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 81% 104% 78% 66% 60% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 14 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN ANNUAL DIGITAL GROWTH IN THE AMERICAS 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS +0.9% +0.9% +7.7% +3.8% +5.0% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +9 MILLION +10 MILLION +57 MILLION +25 MILLION +29 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 15 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN DIGITAL IN ASIA-PACIFIC IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS 4.250 4.416 2.210 1.997 1.931 BILLION BILLION BILLION BILLION BILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 48% 104% 52% 47% 45% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 16 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN ANNUAL DIGITAL GROWTH IN ASIA-PACIFIC 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS +0.8% +3.0% +10% +12% +13% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +36 MILLION +127 MILLION +203 MILLION +218 MILLION +219 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 17 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN DIGITAL IN EUROPE IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS 846.0 1.101 724.7 462.5 393.4 MILLION BILLION MILLION MILLION MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 74% 130% 86% 55% 47% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 18 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN ANNUAL DIGITAL GROWTH IN EUROPE 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS +0.2% +0.5% +7.6% +3.2% +4.5% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +2 MILLION +5 MILLION +51 MILLION +14 MILLION +17 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 19 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN DIGITAL IN THE MIDDLE EAST IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS 256.6 304.5 182.0 136.1 118.0 MILLION MILLION MILLION MILLION MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 73% 119% 71% 53% 46% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 20 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

JAN ANNUAL DIGITAL GROWTH IN THE MIDDLE EAST 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS TOTAL MOBILE INTERNET ACTIVE SOCIAL ACTIVE MOBILE POPULATION SUBSCRIPTIONS USERS MEDIA USERS SOCIAL USERS +1.7% +2.7% +11% +4.7% +2.3% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +4 MILLION +8 MILLION +18 MILLION +6 MILLION +3 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS 21 RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019).

GLOBAL POPULATION OVERVIEW 22

JAN OVERVIEW: POPULATION & ECONOMY 2019 ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN POPULATION POPULATION POPULATION IN POPULATION SIZE AGE 7.676 49.5% 50.5% +1.1% 30.8 BILLION URBAN GDP PER CAPITA (PPP) OVERALL LITERACY FEMALE LITERACY MALE LITERACY POPULATION (CURRENT INTERNATIONAL $)* (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+) 56% $16,941 86% 83% 90% SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2019). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE 23 AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES.

JAN POPULATION BY REGION 2019 THE NUMBER OF PEOPLE LIVING IN EACH REGION, IN MILLIONS NORTHERN EUROPE EASTERN 105 EUROPE NORTHERN 292 AMERICA 365 WESTERN 154 72 CENTRAL EUROPE 194 ASIA SOUTHERN EASTERN EUROPE 1,656 ASIA CARIBBEAN NORTHERN 240 275 AFRICA 181 44 WESTERN 1,903 MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 387 ASIA WESTERN 171 659 SOUTH-EASTERN AFRICA ASIA 430 440 EASTERN AFRICA SOUTHERN AMERICA 66 42 SOUTHERN OCEANIA AFRICA SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU (BOTH JANUARY 2019). NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 24

JAN POPULATION GROWTH OVER TIME 2019 GLOBAL POPULATION BY YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE 7,676 7,593 7,511 7,428 7,343 7,258 +1.2% +1.1% +1.1% +1.1% +1.1% 2014 2015 2016 2017 2018 2019 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; DATA FROM PREVIOUS ‘GLOBAL DIGITAL’ REPORTS. 25

JAN GLOBAL POPULATION BY AGE GROUP 2019 A CLOSER LOOK AT THE WORLD’S POPULATION BY BROAD AGE GROUP GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION GLOBAL POPULATION AGED 0 – 12 YEARS AGED 13 – 24 YEARS AGED 25 – 44 YEARS AGED 45 – 64 YEARS AGED 65+ YEARS 1.690 1.451 2.222 1.609 704.4 BILLION BILLION BILLION BILLION MILLION PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: 22% 19% 29% 21% 9.2% SOURCES: EXTRAPOLATED FROM DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (BOTH JANUARY 2019). 26

JAN DISTRIBUTION OF GLOBAL POPULATION BY AGE 2019 THE WORLD’S TOTAL POPULATION DETAILED BY FIVE-YEAR AGE GROUPS, IN MILLIONS 666 646 625 604 608 601 584 536 494 485 439 367 318 254 180 127 82 42 16 3.9 0.6 0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85-89 90-94 95-99 100+ SOURCES: BASED ON DATA FROM THE UNITED NATIONS; THE U.S. CENSUS BUREAU (BOTH ACCESSED JANUARY 2019). 27

JAN MEDIAN AGE BY COUNTRY 2019 THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE BOTH ABOVE AND BELOW THAT AGE IN THE NATIONAL POPULATION 48.247.946.6 46.245.544.8 44.443.443.243.1 42.442.342.242.041.841.841.441.040.8 40.139.638.738.7 38.337.937.9 34.033.532.6 32.231.931.931.630.8 29.929.629.329.328.2 27.3 25.325.2 21.120.0 18.1 Y Y L A A S E K E A . A A . A . L A A A Y E A A A A T S A A A N L N G I D R N M D N K D I D A I D E I M I I I O I O I P I N A I E D R C N D E . . L N . Z N E D S S C Y E Y R A A A N R R N A U U N S N N S A A B I B K I C C D I N P T A G T N O A N I A D S I . A . A Y E I N N E I P O S A P A A H A R A R N M T A R W C X N R G I A A U O L M W A G L E L U L U L U R A I F E J M T S A A I L N I T B T N U N E E H G K U K L R R R C E A O D L O A PP K I R R E N A E O A W A R S E E A T L I R G F E I L A R O M L G E O G A H E Z E T B P C S H I U Z V G I R O D H I N G P T T N D T A O R D O M T H N H I I C U N P O U T S W A M I U O E W E A W O H S N S N S S SOURCE: THE UNITED NATIONS (ACCESSED JANUARY 2019). 28

JAN LITERACY RATE BY GENDER AND REGION 2019 PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER NORTHERN EUROPE EASTERN 99 99 EUROPE NORTHERN 100 100 AMERICA 99 99 WESTERN 97 99 100 100 CENTRAL EUROPE 99 99 ASIA SOUTHERN 94 98 EASTERN EUROPE ASIA CARIBBEAN NORTHERN 69 84 80 89 83 85 AFRICA 59 77 91 94 WESTERN MIDDLE ASIA CENTRAL 38 58 AFRICA SOUTHERN AMERICA ASIA WESTERN 58 79 91 95 SOUTH-EASTERN AFRICA ASIA 94 94 54 69 EASTERN AFRICA SOUTHERN AMERICA 92 94 91 92 83 FEMALE GLOBAL AVERAGE: SOUTHERN OCEANIA 90 MALE GLOBAL AVERAGE: AFRICA SOURCES: BASED ON DATA FROM UNESCO; UNICEF; THE WORLD BANK; THE CIA WORLD FACTBOOK; INDEXMUNDI; PEW RESEARCH CENTRE; PHRASEBASE; ETHNOLOGUE. 29 NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.

JAN GDP PER CAPITA (PPP, INTERNATIONAL DOLLARS) 2019 GDP PER CAPITA, REPORTED ON A PURCHASING POWER PARITY (PPP) BASIS IN CURRENT INTERNATIONAL DOLLARS* $93,905 $75,648 $73,878 $64,712 $61,540 $59,532 $53,845 $52,960 $52,503 $52,398 $51,364 $50,639 $50,208 $48,460 $47,840 $46,705 $43,279 $43,269 $42,850 $41,109 $39,427 $38,335 $37,998 $31,673 $29,431 $29,026 $26,505 $25,533 $20,787 $18,258 $17,871 $16,941 $16,807 $15,484 $14,552 $13,498 $12,284 $11,583 $8,343 $8,217 $7,056 $6,776 $5,861 $4,641 $3,286 E . . A S A K Y A A . E Y A L A Y A A E A L A A A T S A A A A R D E D G A I N I N I M N K D L N I D I O D I I I P O I M I . . D R N E L D . C N E I A S N E N D Z C S Y E R Y N A N N S B A R U A U A R A K S I C N I N B I C D A N O . . N T A A D A I A P N T G Y S I I A E N E N P A A O A S R A I P A R T X A W H R M R G I C N N A L U L U R W M E G A A L O U A L U L F I E A I A M T L N J S T U N E I B N E T G H E R K L U R A K L R D C O A PP O I K R E A A N R W S E A R O T E A L I E G R F E A M L O L R I G I Z G I T E A E E S U B C Z H O P G H R H D I O V N N T D D G A T P M R T O O T H I I N U H C N P S O T W U A U I M W A E E O W O S H S N N S S SOURCES: WORLD BANK; IMF (BOTH ACCESSED JANUARY 2019). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN 30 ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES.

GLOBAL INTERNET USE 31

JAN INTERNET USE: DEVICE PERSPECTIVE 2019 BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES TOTAL NUMBER INTERNET USERS AS TOTAL NUMBER MOBILE INTERNET USERS OF ACTIVE A PERCENTAGE OF OF ACTIVE MOBILE AS A PERCENTAGE INTERNET USERS TOTAL POPULATION INTERNET USERS OF TOTAL POPULATION global web index 4.388 57% 3.986 52% BILLION BILLION SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. MOBILE SHARE DATA: A COMBINATION OF DATA FROM GLOBALWEBINDEX (Q2 & Q3 2018) AND EXTRAPOLATED DATA FROM THE SELF-SERVE ADVERTISING TOOLS OF 32 VARIOUS SOCIAL NETWORKS (JANUARY 2019). DATA FROM GLOBALWEBINDEX REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

JAN INTERNET PENETRATION BY REGION 2019 INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE) NORTHERN EUROPE EASTERN 95% EUROPE NORTHERN 80% AMERICA 95% WESTERN 88% 50% CENTRAL EUROPE 94% ASIA SOUTHERN EASTERN EUROPE 60% ASIA CARIBBEAN NORTHERN 50% 66% AFRICA 63% 51% WESTERN 42% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 41% ASIA WESTERN 12% 63% SOUTH-EASTERN AFRICA ASIA 73% 32% EASTERN AFRICA SOUTHERN AMERICA 51% 69% SOUTHERN OCEANIA AFRICA SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED 33 NATIONS GEOSCHEME.

JAN INTERNET USE: REGIONAL OVERVIEW 2019 INTERNET USERS IN MILLIONS, AND INTERNET PENETRATION vs. TOTAL POPULATION, BY GLOBAL REGION 1,000 NUMBER OF USERS, IN MILLIONS 803 PENETRATION vs. TOTAL POPULATION 415 346 316 233 183 182 158 140 135 121 114 100 36 34 29 23 20 60% 42% 63% 95% 73% 80% 94% 66% 41% 32% 88% 50% 63% 95% 50% 51% 69% 51% 12% N A N A T A N A N A N E N E N A N A N A N E N A L A N E L A N A A N E A R I R I S I R C R C R P R P R I R C R C R P R C A C R P A I R C I A L C E S E S A S E I E I E O E O E S E I E I E O E I R I E O R S E I N E D I T A H A E A R H R T R T R T A T R T R H R R T R R T A H R A D R S H H E E S S S S F S F H F N E H N F E I F T T T U U A A T U T A T U T A BB A A U T R M U M A E E E E E A U E R E M R E E U C I M E O U O A O A E W W W E O O C A O C O O R S O N S S N N S A S C SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED 34 NATIONS GEOSCHEME.

JAN INTERNET PENETRATION IN 2019 2019 PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET 99%98%96%96%96% 95%95%95%95%94%94%93%93%92%92%92% 91%89%89%88%88%88% 87%84%84% 82%80%79% 78%76% 72%71%70%68% 67%66% 62% 57%57%56%54% 50%49% 41% 35% . K Y S . A . A Y E A A A A E A A L A Y S L A E A A A A T A A E N A D K M N N L D G I D I N I R D I D I I I O M O I I P I . R E N D . E . N I C D N L Y S N A E E Z D S C R Y A S R N U U A I A A N N B R A N S K B C A C I N I D N . A D A N . I P T N A T A O N Y G S N A I I E E A T P I A O A A S R P A A R I R M X N C W H R G N A U M E U O L G A A L R L W E L A L U U F I M A L J N S N I T A I T U B E T N G E H L K R R E K A U K L R PP O O D C A I N W R E E E R A A A S A O R T I E L R F E G A L L M I R O G E S E E H Z B G I C G I Z A T U H P O I V O R D H N D G T T R D A N T M P H O O T H I N U I P C N T U A O W S M I U E O W A E W O N S S H S N S SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE 35 MEDIA. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.

JAN INTERNET PENETRATION RANKING 2019 BASED ON INTERNET PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS 01= ANDORRA 99% 76,242 216 NORTH KOREA 0.08% 20,000 01= ARUBA 99% 104,803 215 ERITREA 1.4% 71,000 01= BERMUDA 99% 60,342 214 CHAD 5.0% 779,188 01= ICELAND 99% 335,781 213 CENTRAL AFRICAN REP. 5.4% 256,432 01= QATAR 99% 2,692,181 212 BURUNDI 5.4% 617,116 01= U.A.E. 99% 9,515,733 211 DEM. REP. OF CONGO 6.2% 5,301,224 07 NORWAY 99% 5,311,892 210 GUINEA-BISSAU 7.8% 150,000 08 DENMARK 98% 5,649,494 209 SOMALIA 9.7% 1,500,000 09 KUWAIT 98% 4,138,590 208 MADAGASCAR 9.8% 2,608,390 10 LUXEMBOURG 98% 580,760 207 NIGER 10% 2,325,421 SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN 36 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.

JAN INTERNET GROWTH RANKINGS: RELATIVE GROWTH 2019 BASED ON THE YEAR-ON-YEAR PERCENTAGE CHANGE IN INTERNET USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # GREATEST RELATIVE GROWTH ▲% ▲ USERS # GREATEST RELATIVE GROWTH ▲% ▲ USERS 01 WESTERN SAHARA +364% +102,000 11 MADAGASCAR +37% +708,390 02 DJIBOUTI +203% +364,870 12 TIMOR-LESTE +37% +150,000 03 TANZANIA +173% +14,560,898 13 BOLIVIA +36% +2,317,749 04 NIGER +146% +1,378,981 14 COMOROS +31% +40,000 05 AFGHANISTAN +142% +5,694,586 15 IRAN +29% +16,241,877 06 CÔTE D'IVOIRE +69% +4,529,978 16 CUBA +27% +1,270,796 07 UKRAINE +60% +15,325,054 17 ITALY +27% +11,490,731 08 CAMBODIA +56% +4,500,000 18= GUINEA-BISSAU +25% +30,000 09 RWANDA +50% +1,875,322 18= NORTH KOREA +25% +4,000 10 ZAMBIA +40% +2,056,489 18= SOMALIA +25% +300,000 SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN 37 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: GROWTH FIGURES BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.

JAN INTERNET GROWTH RANKINGS: ABSOLUTE GROWTH 2019 BASED ON THE YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER INTERNET USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # LARGEST ABSOLUTE GROWTH ▲ USERS ▲% # LARGEST ABSOLUTE GROWTH ▲ USERS ▲% 01 INDIA +97,885,011 +21% 11 PHILIPPINES +9,000,000 +13% 02 CHINA +50,666,155 +6.7% 12 ARGENTINA +6,801,754 +20% 03 U.S.A. +25,379,895 +8.8% 13 AFGHANISTAN +5,694,586 +142% 04 INDONESIA +17,300,000 +13% 14 TURKEY +5,027,251 +9.3% 05 IRAN +16,241,877 +29% 15 CÔTE D'IVOIRE +4,529,978 +69% 06 UKRAINE +15,325,054 +60% 16 CAMBODIA +4,500,000 +56% 07 TANZANIA +14,560,898 +173% 17 GERMANY +4,322,056 +5.8% 08 ITALY +11,490,731 +27% 18 NIGERIA +3,572,903 +3.8% 09 BANGLADESH +10,158,000 +12% 19 SPAIN +3,541,726 +9.0% 10 BRAZIL +9,946,450 +7.2% 20 ALGERIA +3,484,731 +17% SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN 38 REPUTABLE MEDIA; SOCIAL MEDIA PLATFORM USER NUMBERS. NOTE: GROWTH FIGURES BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.

JAN INTERNET USERS OVER TIME 2019 NUMBER OF INTERNET USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE 4,388 4,021 3,773 3,429 3,008 2,485 +21% +14% +10% +6.6% +9.1% 2014 2015 2016 2017 2018 2019 SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE 39 MEDIA; INTERNETLIVESTATS; DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS.

JAN TIME PER DAY SPENT USING THE INTERNET 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA ANY DEVICE, IN HOURS AND MINUTES [SURVEY BASED] 10:02 09:2909:11 09:0008:36 08:2508:1908:05 08:0107:5407:5307:4707:39 07:1507:02 06:4406:4206:4206:3806:3106:2906:23 06:0406:0205:5605:5505:5405:5205:5105:46 05:2805:1805:1405:04 05:0105:0104:5804:44 04:3804:37 03:45 global web index S L A A A A A . T A Y E A E L . A Y A A . K A A A S E Y I D I I I O E P I N R I M A I G L D N D D K N I I M D N E Z S C N S . Y E D A . N E N D . R I E L D C N N B I I C A D A K B A I S S N A N N U A R R U N A N A E Y I . O G . S T D I A A A T I N N A P I R A M R T X G N R P A N W O I A A A H P R S A L F A U I W R U U U L E L L M O G L A A B I N N E E I U A T T N S T L A M J PP O A L D R K A E C K U R L R I A E A T A E L R O W R A N S E E R L L O A M G I E R F I H D H G T I V R O G P S Z I C E H U A B Z E E H T O T R M N D O P D T A T G P C N I U N I H I U A S O W U T O A W E O W E S S H N S S N SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 40

JAN EVOLUTION OF DAILY TIME SPENT USING THE INTERNET 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA ANY DEVICE (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE 6H 49M 6H 42M 6H 26M 6H 17M 6H 20M 6H 10M global web index +1.9% +0.8% +1.6% +6.0% -1.7% 2014 2015 2016 2017 2018 2019 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 41

JAN TIME PER DAY SPENT USING MOBILE INTERNET 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING MOBILE INTERNET [SURVEY BASED] 05:13 04:58 04:4504:35 04:3204:20 04:1104:1004:02 03:5103:5003:4803:4803:4303:43 03:3503:30 03:2203:1903:1403:12 03:0002:5802:53 02:3202:2702:2702:2402:2402:2302:21 02:1102:1102:1002:0902:07 01:5601:5401:5201:4801:48 01:43 01:3001:2501:25 global web index S L A A A A A A T A . A Y A A A E E Y L . A A . A K S A A Y E D I I I I I P O E I I N M G R O D L A N I N D D K D I I M N E Z S R N S Y Y . E C D A . E E I N N . D R D L N C N I B N C A D K B I A N I A N C N A S R S A U N R U A N A E E Y I N . I O T G . D S A A N A T I A P N A I R T M A G X N R A R H W N O P C A I P A A A R S L A E U I R F W L U U O E U L L M L G A A I B N G N H E E U I T A T S N A T L M J PP I O L K A C D K O E K R A R L U R A I E T A A L E R R W O A N E S E R L O L G A M I G R E R F H I D N G I H T R V G O I O H S P Z C E Z E U A B E T H R O M D T O N P T D T A G P N C U N I I H I A U O S M U W T A O W O E W E S S H S N S N SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 42

JAN DAILY TIME USING THE INTERNET: MOBILE PHONES 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET VIA MOBILE PHONES (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE 3H 06M 3H 14M 2H 21M 2H 31M 2H 02M 1H 38M global web index +24% +16% +7.1% +23% +4.3% 2014 2015 2016 2017 2018 2019 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 43

JAN DAILY TIME SPENT USING THE INTERNET ON COMPUTERS 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET ON LAPTOPS, DESKTOPS, AND / OR TABLET COMPUTERS [SURVEY BASED] 05:0404:55 04:4904:43 04:1704:1104:1104:0804:0704:06 04:0304:0304:0304:0204:0003:5903:58 03:5003:4503:43 03:3603:3603:3303:3203:3103:2903:28 03:2203:2103:1703:1503:1303:13 03:0903:0603:0603:04 02:5202:49 02:33 02:20 global web index S A A L L A . . E A A T A A A . Y Y K E A A E A Y S A A I I N O I A E R I I P I D D D K L N M G D M I I I N D N E C Z A . . S Y S N N N D . E E R D L C N I D E I B A C S S A D I N U A K A I N N U R B A N R N A N A I G S . . O Y E A T D A I A T N A N I P I R M R X P N G T A A A I R N W O A R S A P A H F W U U U U I A L L L E M L G A R L O A B I E T A E N N I N U T L T M S A J PP A O R L A D K E U R R L K C I A R E A O A W T N E L R E S A R E L L M G A O E I F R I H T O D G H P Z C S E V R G I B U A I E Z E H H T O P N M R T D O A D G T T P C I N N U I H U S I A W O T U O E W A W E O S N H S S N S SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 44

JAN DAILY TIME USING THE INTERNET: COMPUTERS & TABLETS 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING THE INTERNET ON PCS AND TABLETS (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE 4H 32M 4H 15M 3H 59M 3H 55M 3H 43M 3H 28M global web index -6.2% -6.3% -1.7% -5.1% -6.7% 2014 2015 2016 2017 2018 2019 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 45

JAN MOBILE’S SHARE OF TOTAL INTERNET TIME 2019 TIME SPENT USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME, WITH YEAR-ON-YEAR CHANGE 45% 48% 37% 39% 32% 26% global web index +22% +15% +5.4% +16% +6.1% 2014 2015 2016 2017 2018 2019 SOURCE: EXTRAPOLATED FROM GLOBALWEBINDEX DATA; KEPIOS ANALYSIS. BASED ON THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 46

JAN INTERNET CONNECTION SPEEDS 2019 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN MOBILE INTERNET AVERAGE SPEED OF MOBILE FIXED INTERNET AVERAGE SPEED OF FIXED CONNECTIONS INTERNET CONNECTIONS CONNECTIONS INTERNET CONNECTIONS 25.08 +18% 54.33 +33% MBPS MBPS SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017). 47

JAN AVERAGE FIXED INTERNET CONNECTION SPEEDS 2019 BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS 190.9 161.4 119.6 109.5108.8106.4104.2102.4 97.991.991.1 89.288.582.0 77.570.7 64.964.963.5 57.654.954.554.353.850.2 45.043.3 36.133.031.430.0 27.427.226.726.024.3 19.319.018.316.015.514.413.9 10.86.7 E A . A E K A S L Y A . E . A Y A A A L A A A Y S A A A A A T R G A N D N N D M N I D K D D E I L I I I I M I O I I O I P E . D E I C R D N A N S . N D . L Z N E E C S Y R Y N R S N A A N U A N U I N A S A R B N A D C I K I B C O . A D N P A I N G I A Y . S T T A A I N E N E P O A P H A A A W A I S R A R A N N X T R I R M C G O U E L A A M L U G W A L L L U U R I F E A N S J A T L M I I T B H T E N U N G E K K R R C L A L D E R U PP A O K O I A W E N R E R A A O L R S A E E T I G F R E A G I M L L O R G H C S Z E E Z O B E T H P R I A U I V G I H D O N N T T D P G M T O A D R H T O I N I H U P C N S O U T W A U I M O W E E W A O H S S N N S S SOURCE: OOKLA (DECEMBER 2018). 48

JAN FIXED INTERNET CONNECTION SPEED RANKINGS 2019 BASED ON THE AVERAGE DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS, IN MBPS FASTEST FIXED INTERNET CONNECTION SPEEDS* SLOWEST FIXED INTERNET CONNECTION SPEEDS* # COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y 01 SINGAPORE 190.94 +18% 120 VENEZUELA 3.69 +1.1% 02 HONG KONG 161.39 +14% 119 ALGERIA 3.75 +7.8% 03 ICELAND 156.16 +7.2% 118 EGYPT 6.74 +25% 04 ROMANIA 124.54 +26% 117 LIBYA 6.83 +77% 05 SOUTH KOREA 119. 61 -9.7% 116 LEBANON 7.18 +45% 06 U.S.A. 109.48 +42% 115 NICARAGUA 7.36 +21% 07 CANADA 108.75 +56% 114 TUNISIA 7.96 +19% 08 HUNGARY 108.42 +20% 113 PAKISTAN 8.04 +31% 09 SWEDEN 106.39 +22% 112 SYRIA 8.07 +17% 10 SWITZERLAND 104.17 +32% 111 HONDURAS 8.33 +36% SOURCE: OOKLA (DECEMBER 2018). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES AND 49 TERRITORIES FOR WHICH DATA ARE AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS. YEAR-ON-YEAR CHANGE DATA VERSUS DECEMBER 2017.

JAN AVERAGE MOBILE INTERNET CONNECTION SPEEDS 2019 BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS 63.161.0 56.555.1 51.050.2 48.147.547.346.5 42.841.3 40.3 36.9 34.134.132.032.0 31.730.930.229.729.429.3 29.227.9 25.525.1 22.121.621.220.820.819.9 19.419.017.617.5 17.015.515.1 11.710.510.1 8.8 A E A S A . K E A Y . Y L Y A A . A E L A A A A T A S A A A A R I M E D N D N I N G A N L I K D D M I O O I I D I P I I I D L D E . R E N C I E . N A . N C D Z S N Y Y E R S R U A N A R A K N S A A N B U I I N A C C I S N B D N A O A N I . A D N T . A P G T I A I Y S N N E E P R A A S P R O I H A A R W A N R X C T A M G I N A O G U L M E L W A U A U R L F L A U L E I N A T A L I S U M J T T B E N I E G N H L K R A R U K C A D E O L R O K PP I A S E E N W A T R R A O L R E E A I G R E F I M R A L L O G C U E H B Z E S Z T A G E O I P H R I V O G H I N D N A T T D G P D T O M R T O H I H I N U C P N S T U W O U M A I E O W E A O W N S S N H S S SOURCE: OOKLA (DECEMBER 2018). 50

JAN MOBILE INTERNET CONNECTION SPEED RANKINGS 2019 BASED ON THE AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS FASTEST MOBILE INTERNET CONNECTION SPEEDS* SLOWEST MOBILE INTERNET CONNECTION SPEEDS* # COUNTRY / TERRITORY MBPS ▲ Y-O-Y # COUNTRY / TERRITORY MBPS ▲ Y-O-Y 01 ICELAND 72.77 +45% 124 TAJIKISTAN 5.12 -8.2% 02 NORWAY 65.88 +7.6% 123 AFGHANISTAN 5.63 -16% 03 CANADA 63.06 +38% 122 ALGERIA 5.85 -21% 04 SINGAPORE 60.95 +13% 121 IRAQ 6.49 +55% 05 QATAR 59.57 +36% 120 VENEZUELA 6.62 -16% 06 AUSTRALIA 56.50 +16% 119 PALESTINE 6.77 [N/A] 07 NETHERLANDS 55.10 +1.7% 118 BOSNIA & HERZEGOVINA 7.54 +4.3% 08 MALTA 52.37 -3.7% 117 GHANA 8.75 -5.2% 09 SOUTH KOREA 50.98 +19% 116 NEPAL 8.99 -15% 10 BELGIUM 50.21 +13% 115 EL SALVADOR 9.02 -5.1% SOURCE: OOKLA (DECEMBER 2018). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES AND TERRITORIES, SO THESE RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES AND 51 TERRITORIES FOR WHICH DATA ARE AVAILABLE. FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS. YEAR-ON-YEAR CHANGE DATA VERSUS DECEMBER 2017.

JAN WORLD’S MOST VISITED WEBSITES (SIMILARWEB) 2019 SIMILARWEB’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC # WEBSITE CATEGORY TIME PER VISIT # WEBSITE CATEGORY TIME PER VISIT 01 GOOGLE.COM SEARCH 09M 12S 11 AMAZON.COM SHOPPING 06M 18S 02 YOUTUBE.COM VIDEO 21M 36S 12 XVIDEOS.COM ADULT 12M 34S 03 FACEBOOK.COM SOCIAL 11M 44S 13 XNXX.COM ADULT 14M 39S 04 BAIDU.COM SEARCH 06M 53S 14 AMPPROJECT.ORG NEWS 03M 53S 05 WIKIPEDIA.ORG REFERENCE 03M 45S 15 LIVE.COM EMAIL 07M 15S 06 YAHOO.COM PORTAL 06M 26S 16 VK.COM SOCIAL 16M 50S 07 TWITTER.COM SOCIAL 09M 14S 17 NETFLIX.COM VIDEO 09M 14S 08 PORNHUB.COM ADULT 10M 16S 18 QQ.COM PORTAL 04M 00S 09 YANDEX.RU SEARCH 10M 43S 19 MAIL.RU PORTAL 07M 38S 10 INSTAGRAM.COM SOCIAL 06M 25S 20 REDDIT.COM SOCIAL 09M 13S SOURCE: SIMILARWEB (DECEMBER 2018). NOTE: ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS. 52 ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.

JAN WORLD’S MOST VISITED WEBSITES (ALEXA) 2019 ALEXA’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS # WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT 01 GOOGLE.COM 07M 42S 9.54 11 TWITTER.COM 06M 23S 3.21 02 YOUTUBE.COM 08M 47S 5.02 12 SOHU.COM 04M 03S 4.09 03 FACEBOOK.COM 09M 43S 4.03 13 JD.COM 04M 57S 5.44 04 BAIDU.COM 07M 21S 5.60 14 LIVE.COM 03M 53S 3.76 05 WIKIPEDIA.ORG 04M 15S 3.15 15 REDDIT.COM 11M 40S 7.54 06 QQ.COM 04M 00S 3.81 16 VK.COM 10M 04S 4.69 07 TAOBAO.COM 07M 55S 4.07 17 INSTAGRAM.COM 05M 47S 3.86 08 TMALL.COM 07M 27S 2.92 18 WEIBO.COM 05M 35S 4.31 09 AMAZON.COM 08M 09S 8.26 19 SINA.COM.CN 03M 09S 3.20 10 YAHOO.COM 04M 01S 3.60 20 YANDEX.RU 06M 35S 3.38 SOURCE: ALEXA.COM (JANUARY 2019). NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, BUT DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE ON DAYS THEY VISIT THE SITE, MEASURED IN 53 MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.

JAN MOST COMMON LANGUAGES FOR WEB CONTENT 2019 BASED ON THE CONTENT OF THE WORLD’S TOP 10 MILLION WEBSITES* # LANGUAGE % WEBSITES ▲ Y-O-Y # LANGUAGE % WEBSITES ▲ Y-O-Y 01 ENGLISH 54.0% 5% 11 CHINESE 1.7% -19% 02 RUSSIAN 6.1% -12% 12 DUTCH, FLEMISH 1.2% -8% 03 GERMAN 6.0% 7% 13 TURKISH 1.2% -14% 04 SPANISH 4.9% -4% 14 CZECH 1.0% 11 % 05 FRENCH 4.0% -2% 15 KOREAN 0.9% -10% 06 JAPANESE 3.4% -38% 16 VIETNAMESE 0.7% 17% 07 PORTUGUESE 2.9% 12% 17 ARABIC 0.6% -14% 08 ITALIAN 2.3% -4% 18 GREEK 0.5% 0% 09 PERSIAN 2.0% 18% 19 SWEDISH 0.5% 0% 10 POLISH 1.7% 0% 20 HUNGARIAN 0.5% 0% SOURCE: W3TECHS ESTIMATES (ACCESSED JANUARY 2019). *NOTES: TOP WEBSITES BASED ON TRAFFIC RANKING DATA FROM ALEXA.COM. LANGUAGE NAMES AS PER W3TECHS’S 54 DEFINITIONS.

JAN TOP GOOGLE SEARCH QUERIES IN 2018 2019 BASED ON SEARCHES THROUGHOUT 2018 # SEARCH QUERY INDEX ▲ Y-O-Y # SEARCH QUERY INDEX ▲ Y-O-Y 01 FACEBOOK 100 -34% 11 HOTMAIL 20 -34% 02 YOUTUBE 77 -21% 12 TRANSLATE 18 +5% 03 GOOGLE 69 -13% 13 INSTAGRAM 18 +17% 04 VIDEO 57 +30% 14 YAHOO 14 -30% 05 YOU 43 -2% 15 FB 14 -34% 06 WEATHER 37 +1% 16 DR 11 +1% 07 NEWS 28 [UNCHANGED] 17 TIEMPO 11 +34% 08 MP3 23 -15% 18 METEO 11 +31% 09 AMAZON 23 -2% 19 AS 10 +1% 10 GMAIL 20 -25% 20 WHATSAPP 10 +5% SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); 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% 55 OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE AVERAGE INDEX VALUES FOR EACH QUERY IN Q4 2018 TO Q4 2017.

JAN USE OF VOICE SEARCH & VOICE COMMANDS 2019 PERCENTAGE OF INTERNET USERS IN TOP ECONOMIES WHO REPORT USING VOICE-CONTROLLED FUNCTIONALITY (ANY DEVICE) 51% 49% 48% 45% 45%44% 41%40% 39% 38% 37%36% 35%34% 33% 32%31% 30%29% 28% 27% 27%26% 26%26%25% 25% 21% 21%20% 19%19% 19%18% 18%18% 17% 17%16% 15% 13% global web index A A A . Y E A S A . L T Y A A A . A E A A E L A K Y A S I I E D M O I I A I N G P L I N K R D I I D D M D N I N S . E D E . Z Y C S D I . N L N C A E N E R N D D N A N K A C I B B S A N A I A U I N S N R U R A I E . I N . A T Y A O A S N G I D A A T P N N H A R N X W A I M R O G I R P T P A R A A A S I U L R U W F A L U L L A U O G L E M A N I U T E B I E N S N A T T L M J A C D PP O K A L E R A R R K U L A T E L A I A A E R S E R E O W N R O I M L L A G E F R D H V R I I T G H C G I U Z Z O H B P S E E A E T O D H O T M R N A T P T D G N U P C N I I H I O U A S W U T W A O E W O E S H S N S S N SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 56

JAN DATA PRIVACY CONCERNS 2019 PERCENTAGE OF INTERNET USERS WHO BELIEVE THAT THEIR DATA IS BEING MISUSED ONLINE [SURVEY BASED] 63% 59% 55% 55% 54% 54% 49% 48% 48% 44% 43% 42% 40% 40% 40% 40% 39% 39% 38% 38% 37% 37% 37% 36% 36% 36% 34% 29% 29% L Y Y E . Y E . S N O A I A A A D A A A A A A N O N A K D D A A I I Z E I E L I D . N C C I I E D . LI D I C N S N A I S I N R D A C N N R A I A K I E R T SS . A N I T P C D A U A N E P X MB R R T O A I W R H S N A A R S E U N L U U M A F I A E N L L T A G O B T N K N R D R A C U J O R O L I M L E O I L R F A R W A E P S R N O G D H F R E H O S C Z U E R T O G T T A H C N U U M I T A I O W O W E S S S N SOURCE: STATISTA GLOBAL CONSUMER SURVEY 2018. *NOTE: FIGURE FOR ‘WORLDWIDE’ REPRESENTS AN AVERAGE OF FEATURED COUNTRIES THAT HAS BEEN WEIGHTED BY INTERNET 57 PENETRATION IN EACH INDIVIDUAL COUNTRY.

JAN USE OF AD BLOCKERS 2019 PERCENTAGE OF INTERNET USERS WHO USE AN AD-BLOCKING TOOL TO PREVENT THE DISPLAY OF ADVERTISING CONTENT 63% 53%52% 52%52%51% 50%49% 49%48% 47%47% 46%46% 46%46% 45%45% 45%45% 45% 44% 44%43% 42%42% 42% 41% 41%40%39% 39% 38% 37%37% 36%36% 35% 31% 25% 19% global web index A A A A A S A T A E . E A Y L A L . A Y . A E K A Y S A I I N I I P I E R D I I D D A D O N N G D K I M M I L N S C S E Y D . N E A Z N N . E D I N . C R L D E D N I A B B I A N I K R S N C A N N U S A U A R A E I Y N . O G T A . I D A A S N A I A T N P N H R I A G M W P A T R S R A A A X P O A N R I I F W A R U L U L L U L E L U A M G O A N I E A I N U T B E N S M T L T A J C A L PP O D U A E K R R R L K A I A L A E T R O R W A R E E N E S O A L L G E M I F R D H T I I R H G O A Z P I S C E G Z V E B U E H T M H D O O N T R P G T D A T N P U C I N I H I U S A W O T U O A W E W E O S S N H S N S SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 58

JAN CONTENT STREAMING ACTIVITIES 2019 PERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED] WATCH VIDEOS STREAM TV CONTENT PLAY GAMES STREAMED WATCH LIVE STREAMS OF WATCH E-SPORTS ONLINE VIA THE INTERNET LIVE VIA THE INTERNET OTHERS PLAYING GAMES TOURNAMENTS 92% 58% 30% 23% 16% SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 59

WE ARE SOCIAL’S PERSPECTIVE: THE INTERNET IN 2019 Live content formats and new platforms are key elements of a changing landscape, with a growing desire to take a break from the internet set to shake up the battle for online attention. THE LONG AND SHORT OF IT NEW PLATFORMS DIGITAL DETOXING Short content formats have dominated the As the dominant platforms experience Whilst time spent on social has still increased overall, internet and social platforms in particular. some changes to their demographic awareness of the negative mental health impacts of social Now more platforms are taking on traditional reach, new platforms such as Twitch and media has seen the rise of ‘digital detoxing’. Some users are media and getting into the long form game, TikTok are growing. Meanwhile, WeChat shifting from being ‘always on’ their devices to more conscious, both live and pre-recorded. Brands should remains central to urban life in China, ‘intentional’ usage, helped by features that allow users to start by understanding the role of live, long however platforms such as Kuaishou and monitor usage. Brands will increasingly need to go beyond and short form content for their communities. Douban are showing impressive growth. platform tactics, harnessing culture to ensure relevance. Download our Think Forward report and dive into these trends and more. 60

HOOTSUITE’S PERSPECTIVE: INTERNET THEMES Consumers are spending more time online. But in 2018, we saw consumers worry about the impact of these activities on their digital well-being. PASSIVE CONTENT CONSUMPTION RETREAT TO PRIVATE SPACES RENEWING CUSTOMER COMMUNITIES In early 2018, Facebook rolled out To escape noisy news feeds, consumers have Facebook’s shift towards content that creates mean- algorithm updates. These updates limited flocked to private digital spaces like Stories, ingful connections rather than passive consumption viral videos and ‘other public content’ Facebook Groups, and messaging apps. As is a loud warning to brands. We need to work hard- as they worried this passive media brands (and ads) follow them, brands risk being er to create content that’s important, interesting, and consumption would damage people’s well- ignored if they fail to deliver personalized timely to build deeper customer relationships, rather being and impact long-term user retention. content that connects on a human level. than filling endless content calendars. Click here to watch advanced videos from Hootsuite’s Future of Social series including sessions by Simon Kemp and Hootsuite CMO Penny Wilson. 61

GLOBAL SOCIAL MEDIA USE 62

JAN SOCIAL MEDIA OVERVIEW 2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS IN EACH COUNTRY / TERRITORY TOTAL NUMBER ACTIVE SOCIAL MEDIA TOTAL NUMBER OF ACTIVE ACTIVE MOBILE SOCIAL OF ACTIVE SOCIAL USERS AS A PERCENTAGE SOCIAL USERS ACCESSING USERS AS A PERCENTAGE MEDIA USERS OF TOTAL POPULATION VIA MOBILE DEVICES OF THE TOTAL POPULATION 3.484 45% 3.256 42% BILLION BILLION SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 63 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS.

JAN SOCIAL MEDIA PENETRATION BY REGION 2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION NORTHERN EUROPE EASTERN 67% EUROPE NORTHERN 48% AMERICA 70% WESTERN 58% 16% CENTRAL EUROPE 53% ASIA SOUTHERN EASTERN EUROPE 70% ASIA CARIBBEAN NORTHERN 40% 54% AFRICA 62% 46% WESTERN 24% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 12% ASIA WESTERN 7% 61% SOUTH-EASTERN AFRICA ASIA 66% 8% EASTERN AFRICA SOUTHERN AMERICA 38% 57% SOUTHERN OCEANIA AFRICA SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE 64 UNITED NATIONS GEOSCHEME.

JAN SOCIAL MEDIA USE: REGIONAL OVERVIEW 2019 MONTHLY ACTIVE SOCIAL MEDIA USERS (IN MILLIONS), AND SOCIAL MEDIA PENETRATION, BY REGION 1,158 NUMBER OF USERS, IN MILLIONS PENETRATION vs. TOTAL POPULATION 449 402 285 255 150 139 112 104 96 89 71 48 35 25 24 20 12 12 70% 24% 61% 66% 70% 54% 48% 62% 53% 40% 58% 67% 12% 8% 38% 57% 46% 7% 16% N A NA T A N A NA N A N E LA N E N A NE N E N A NA N A A N E A L A R I RI S I R C RC R I R P AC R P R C RP R P R C RC R C I A L C A I E S ES A S E I EI E S E O RI E O E I EO E O E I EI E I N E D I R S T A HA E A H R R T A T R TR T R R HR R T R TR H R A D R T A S H E HE S S NE S H F H S F SF F E I F N T T T U U T A TU T U A A T A BB A A U T U M RM E A E EM E E R UE R E E A U C I M E E O U O A OA W E CA W O O O W E O O R C S O S N N S N S A S C SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE 65 UNITED NATIONS GEOSCHEME.

JAN SOCIAL MEDIA PENETRATION IN 2019 2019 BASED ON ACTIVE USERS OF THE TOP SOCIAL NETWORKS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION 99% 89%85% 79%78%78%76% 74%72%72%71%71%71%71%70% 68%68%67%67%67%66%66%65%65% 64%64%63%61% 60%59%58% 56% 51%50%49% 47%47%46%45% 40%40% 23%19% 16% 12% . A E A A A K A S . A A . A L L S Y Y E A A A Y E T A A A A A E N R G I D I N D A I I K O D I M M N N L I D I I D O P I I . E S N L E N R E . . D Z A D E I C S N N D Y C Y R A A R N I N N S B B U C N U A K A A A N R S C I I D N . O Y A D A I N . A I A G I N P T N E T S A N E P O T A R A H I M A X A R N R P I A S A C W G R N A U W O A L E L M U R L U G A A L U L F I E I A N I T N E B T L A T U J S N M E H G K K L A C PP O E L R R U R O D A K I A E A S W N I A A R R E E T E O R L G A E L L M R I F O R G T H G G H U S Z E I I C I O B E V D Z A P O E R H N T N M R T A D H O D P T G O T I N P C U H N I U S O A W T I M U O E A E W W O S H N S N S S SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 66 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.

JAN SOCIAL MEDIA PENETRATION RANKING 2019 BASED ON SOCIAL MEDIA PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS 01= QATAR 99% 2,692,181 216 NORTH KOREA 0.06% 16,000 01= U.A.E. 99% 9,515,733 215 TURKMENISTAN 0.7% 42,000 03 BRUNEI 94% 410,000 214 CHAD 0.8% 130,000 04 KUWAIT 92% 3,900,000 213 ERITREA 1.1% 56,000 05 CAYMAN IS. 89% 56,000 212 SOUTH SUDAN 1.8% 230,000 06 TAIWAN 89% 21,000,000 211 NIGER 2.1% 480,000 07 MALTA 88% 380,000 210 CENTRAL AFRICAN REP. 2.3% 110,000 08 SOUTH KOREA 85% 43,662,000 209 MALAWI 2.8% 540,000 09 CYPRUS 84% 1,000,000 208 DEM. REP. OF CONGO 3.2% 2,700,000 10 MALDIVES 83% 370,000 207 BURUNDI 4.1% 470,000 SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 67 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.

JAN SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION 2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO POPULATION AGED 13+ NORTHERN EUROPE EASTERN 79% EUROPE NORTHERN 56% AMERICA 83% WESTERN 66% 21% CENTRAL EUROPE 62% ASIA SOUTHERN EASTERN EUROPE 82% ASIA CARIBBEAN NORTHERN 56% 72% AFRICA 81% 59% WESTERN 31% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 20% ASIA WESTERN 11% 78% SOUTH-EASTERN AFRICA ASIA 83% 13% EASTERN AFRICA SOUTHERN AMERICA 51% 71% SOUTHERN OCEANIA AFRICA SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON ADULT POPULATIONS AGED 13 AND ABOVE. ADVISORY: ‘ELIGIBLE 68 PENETRATION’ FIGURES HAVE BEEN CAPPED AT 99%, BUT IN SOME COUNTRIES / TERRITORIES, THE FIGURES REPORTED BY INDIVIDUAL PLATFORMS EXCEED THE TOTAL ELIGIBLE POPULATION.

JAN SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION 2019 BASED ON MONTHLY ACTIVE USERS OF THE TOP SOCIAL NETWORKS IN EACH COUNTRY, COMPARED TO TOTAL POPULATION AGED 13+ 99%99%99%99% 96%96% 89%87%87%87%86% 86%86%85%85% 84%84%83% 82%81% 80%80%80%78%77% 75%74% 71%69%69%69% 67% 60%59%58%57%57%57% 54% 53%52% 30%29% 24% 19% A S . A A E A A A A . K L . Y A S L A E Y E A A T A Y A A A A I N E R G I O I D D I N A D I M K M I N N L O D I I P D I I S E . N E N L E . R Z . E D D A S I C D Y N C N Y R A A I R N B C B N N S N A U K U A A A C N I S R I D N Y N . O I A D I . A A A I N G E N P T S T A N E I T P O A X M A A R H A R N R P I C A W S G A R N A A W U O R L L E U M L G U A A L U L F I E I N A E I T B T U N L A T N S J E M H G L PP K K O A C E L R O R D R U A K I I A E A A S W N R E T A E R E L O R A L G M L E I R O F R G I T G H G I H Z U S E I V C B E O D O Z R A P H E N M H R T N D O T A D P T O T G P I N U C H N I A U S O W T I M U O A E E W W O S H S N N S S SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON ADULT POPULATIONS AGED 13 AND ABOVE. ADVISORY: ‘ELIGIBLE 69 PENETRATION’ FIGURES HAVE BEEN CAPPED AT 99%, BUT IN SOME COUNTRIES / TERRITORIES, THE FIGURES REPORTED BY INDIVIDUAL PLATFORMS EXCEED THE TOTAL ELIGIBLE POPULATION.

JAN SOCIAL MEDIA: ‘ELIGIBLE PENETRATION’ RANKING 2019 BASED ON SOCIAL MEDIA PENETRATION OF ADULT POPULATIONS AGED 13+ IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # HIGHEST PENETRATION % NO. OF USERS # HIGHEST PENETRATION % NO. OF USERS 01= BRUNEI 99% 410,000 01= TAIWAN 99% 21,000,000 01= CAYMAN IS. 99% 56,000 01= U.A.E. 99% 9,515,733 01= GUAM 99% 130,000 13 ISRAEL 99% 6,400,000 01= ICELAND 99% 280,000 14 CYPRUS 97% 1,000,000 01= KUWAIT 99% 3,900,000 15 BAHRAIN 97% 1,300,000 01= MALAYSIA 99% 25,000,000 16 CURAÇAO 97% 130,000 01= MALDIVES 99% 370,000 17 ARGENTINA 96% 34,000,000 01= MALTA 99% 380,000 18 SOUTH KOREA 96% 43,662,000 01= PHILIPPINES 99% 76,000,000 19 ARUBA 95% 85,000 01= QATAR 99% 2,692,181 20 PERU 94% 24,000,000 SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON ADULT POPULATIONS AGED 13 AND ABOVE. ADVISORY: ‘ELIGIBLE 70 PENETRATION’ FIGURES HAVE BEEN CAPPED AT 99%, BUT IN SOME COUNTRIES / TERRITORIES, THE FIGURES REPORTED BY INDIVIDUAL PLATFORMS EXCEED THE TOTAL ELIGIBLE POPULATION.

JAN SOCIAL MEDIA GROWTH RANKINGS: ABSOLUTE 2019 BASED ON THE YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # ABSOLUTE INCREASE ▲ USERS ▲% # ABSOLUTE INCREASE ▲USERS ▲% 01 CHINA +95,325,000 +10% 09= SOUTH AFRICA +5,000,000 +28% 02 INDIA +60,000,000 +24% 12= BANGLADESH +4,000,000 +13% 03 INDONESIA +20,000,000 +15% 12= UKRAINE +4,000,000 +31% 04 BRAZIL +10,000,000 +8% 14= COLOMBIA +3,000,000 +10% 05 PHILIPPINES +9,000,000 +13% 14= MYANMAR +3,000,000 +17% 06= IRAN +7,000,000 +18% 16 ETHIOPIA +2,300,000 +61% 06= JAPAN +7,000,000 +10% 17 RUSSIAN FEDERATION +2,206,700 +3% 06= VIETNAM +7,000,000 +13% 18 CUBA +2,075,578 +47% 09= MEXICO +5,000,000 +6% 19= ALGERIA +2,000,000 +10% 09= NIGERIA +5,000,000 +26% 19= PAKISTAN +2,000,000 +6% SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 71 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: GROWTH FIGURES BASED ON DATA REPORTED IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.

JAN SOCIAL MEDIA GROWTH RANKINGS: RELATIVE 2019 BASED ON THE YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA USERS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # PERCENTAGE CHANGE ▲% ▲ USERS # PERCENTAGE CHANGE ▲% ▲ USERS 01 WESTERN SAHARA +364% +102,000 11 = COMOROS +31% +40,000 02 ETHIOPIA +61% +2,300,000 11 = UKRAINE +31% +4,000,000 03 UZBEKISTAN +54% +700,000 13 VANUATU +30% +21,000 04 CUBA +47% +2,075,578 14 ANGOLA +30% +800,000 05 U.S. VIRGIN IS. +46% +11,000 15 ZAMBIA +29% +500,000 06 TAJIKISTAN +42% +130,000 16 SIERRA LEONE +29% +140,000 07 BURKINA FASO +41% +380,000 17 SOUTH AFRICA +28% +5,000,000 08 KYRGYZSTAN +38% +500,000 18 TURKMENISTAN +27% +9,000 09 BURUNDI +38% +130,000 19= MADAGASCAR +26% +500,000 10 TIMOR-LESTE +37% +150,000 19= NIGERIA +26% +5,000,000 SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 72 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: GROWTH FIGURES BASED ON DATA REPORTED IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.

JAN SOCIAL MEDIA USERS OVER TIME 2019 NUMBER OF SOCIAL MEDIA USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE 3,484 3,196 2,796 2,307 2,078 1,857 +12% +11% +21% +14% +9% 2014 2015 2016 2017 2018 2019 SOURCE: BASED ON DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS. SEE HTTPS://DATAREPORTAL.COM/ FOR FULL DETAILS. 73

JAN SOCIAL MEDIA AUDIENCE PROFILE 2019 BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER 19% FEMALE 16% MALE 13% 11% 9% 7% 5% 5% 3% 4% 3% 3% 2% 2% 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. 74 FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING

JAN SOCIAL MEDIA GENDER RATIO RANKINGS 2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN SOCIAL MEDIA AUDIENCES COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW # HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS 01 UKRAINE 57% 9,400,000 01 YEMEN 85% 2,000,000 02 MICRONESIA 57% 13,000 02 AFGHANISTAN 84% 3,200,000 03 MOLDOVA 56% 660,000 03 CHAD 83% 110,000 04 VENEZUELA 56% 7,300,000 04 NIGER 81% 390,000 05= FRENCH POLYNESIA 56% 100,000 05 SOUTH SUDAN 79% 180,000 05= KAZAKHSTAN 56% 4,000,000 06 PAKISTAN 79% 29,000,000 07 HONG KONG 55% 3,100,000 07 INDIA 77% 240,000,000 08 AMERICAN SAMOA 55% 16,000 08 TAJIKISTAN 77% 340,000 09 LATVIA 55% 540,000 09 QATAR 76% 2,300,000 10 KIRIBATI 55% 17,000 10 MALI 75% 1,200,000 SOURCE: BASED ON FACEBOOK DATA FOR ADVERTISING AUDIENCES ACROSS FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER (JANUARY 2019); KEPIOS ANALYSIS. 75

JAN SOCIAL MEDIA BEHAVIOURS 2019 HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED] VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET NETWORK OR MESSAGING OR CONTRIBUTED TO SOCIAL OF TIME PER DAY SPENT SOCIAL MEDIA ACCOUNTS USERS WHO USE SOCIAL SERVICE IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIAL MEDIA PER INTERNET USER* MEDIA FOR WORK PURPOSES global global web web index index 98% 83% 2H 16M 8.9 24% SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 76 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.

JAN TIME PER DAY SPENT USING SOCIAL MEDIA 2019 AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA VIA ANY DEVICE, IN HOURS AND MINUTES [SURVEY BASED] 04:12 03:3403:3103:26 03:1803:1703:1203:11 03:0703:0402:59 02:5802:50 02:4802:4702:46 02:3302:3202:32 02:1602:1602:0902:08 02:0401:57 01:5301:5201:5101:5001:4901:4701:4701:45 01:4301:39 01:3101:3101:31 01:1701:1601:1601:1201:09 01:04 global 00:36 web index S L A A A A A T . A A A A Y A A E L E . A Y . A A K E S A A Y I I I I O D P E I I O M I I R A D N L K N G D D N I M D I N E Z S N R Y . S C Y E D A . . E D N N I L R C D E N B I C N N A B I K C A D S I S N N A A U N A U N R R A N A E E I . Y N S G O . I T D A A I A N N T A P I R M T X A A G A R R C N N W P H A I O A A P R A S L U A R F E I U U U L W E L L G M A L O A B N N G E I H E U T T A I N S T L A M J PP O I L A K O R D C E K A R L R U K I E A A T E L R R A W A O S E N E R L L O M G A R I G E F R I D G N H I H O V R O I T S C G P Z U B E E Z A H E H O R T M D T O P N A D T T G P C N U I N H I I A U M S O W T U A O W E E W O S S H N N S S SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 77

JAN EVOLUTION OF TIME PER DAY SPENT USING SOCIAL 2019 AVERAGE AMOUNT OF TIME SPENT PER DAY USING SOCIAL MEDIA (IN HOURS AND MINUTES), WITH YEAR-ON-YEAR CHANGE 2H 15M 2H 16M 2H 08M 1H 52M 1H 37M 1H 40M global web index +3.1% +12% +14% +5.5% +0.7% 2014 2015 2016 2017 2018 2019 SOURCE: GLOBALWEBINDEX. FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 78

JAN AVERAGE NUMBER OF SOCIAL ACCOUNTS PER PERSON 2019 BASED ON INTERNET USERS’ MEMBERSHIP (BUT NOT NECESSARILY ACTIVE USE) OF SOCIAL MEDIA PLATFORMS [SURVEY BASED] 12.0 11.210.8 10.510.510.410.310.110.1 10.09.7 9.49.39.0 9.08.98.88.8 8.58.58.4 7.97.9 7.47.37.27.27.17.17.17.0 6.96.86.86.76.66.6 6.36.26.26.16.0 5.8 5.1 3.7 global web index A A A S T . A Y L A A A E E L A Y K . . A A A A A A S A A E Y I I M I D O P E I I I R G N D N L D D A K N I I M D I I O N S E Y . S E Z N D A C I N N R . . E R D Y E D L C N D A B N C A K B I N I N I A N A A S U S U N N R R C A E N I . Y A I O G T A . D S E A N I N T A N A P N N M A I X G R R A T H W P O R A P I A A A A S R C I L U A R U F W L L L M U E U E G L O A A N T I E E U B N A T I S G N L H A T M J O PP L C D K A E A R I K R K L U O R E A I T A E L R A R O N W A E E S R O I L L M A G E G R R F D V H I I G R G O H T I P Z E S N C B Z H E A U O E O T H M D R O N P T D T T A G N C P U I N I H I A S O U W U T M A W O E W O E S H S N S S N SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 79

JAN INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK 2019 PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES 45% 42% 37% 35% 35%34%34% 34% 32% 32%32% 29% 29% 26% 24%24% 22%21%21% 20%19% 17%16%16% 16%16% 15%15%14% 14%14% 14%14% 13%13%13% 11%10% 10% global 8% 6% web index A A T A A S A . A L Y A E A L E A K S A A . . A Y Y E A M I I P D I E I O I I R D N D I N D D G N I A K I M L N S Y C N E S . Z E D A I N E R N D D . . L N C E A B I I N A D C K N I B N A R N N A S S U U A R A E N Y . I A I G O T D A N A S . A I T A N P N M G R T I A N X R R H W A P A P A S A A O R I F L A U I R U L L E M L L W U U G A O A T N E N I E B U T A S I A N T L M J O A PP L C D R U E A K L R R K E E I A T L A R E O W N R A A S E R I L O L A M G E R F V D H G I H R I O Z P A S E I Z G T E C U B E H O T R H T M O D P N T D A G T C N P U I I N H I U A S W O T U O W A W E E O S S S N H N S SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 80

JAN SOCIAL PLSOCIAL PLAATFORMS: ATFORMS: ACTIVE USER ACTIVE USER ACCCOUNTCOUNTSS 2019 BABASED ON MONTHLSED ON MONTHLY AY ACTIVE USERS, USER ACTIVE USERS, USER ACCOUNTCCOUNTS, OR UNIQUE VISITS, OR UNIQUE VISITORS TORS TO EAO EACH PLACH PLATFORM, IN MILLIONSTFORM, IN MILLIONS FACEBOOK 2,271 YOUTUBE 1,900 WHATSAPP 1,500 FB MESSENGER 1,300 WEIXIN / WECHAT 1,083 INSTAGRAM 1,000 QQ 803 QZONE 531 DOUYIN / TIKTOK 500 SINA WEIBO 446 REDDIT 330 TWITTER 326 DATA UPDATED TO: DOUBAN 320 25 JANUARY 2019 LINKEDIN** 303 BAIDU TIEBA* 300 SKYPE* 300 SOCIAL NETWORK SNAPCHAT** 287 VIBER* 260 MESSENGER / VOIP PINTEREST 250 LINE 194 SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *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. 81 LINKEDIN FIGURE IS BASED ON MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017).

JAN CHANGE IN ACTIVE USERS BY SOCIAL PLATFORM 2019 QUARTER-ON-QUARTER CHANGE IN THE NUMBER OF ACTIVE USERS* REPORTED BY EACH SOCIAL PLATFORM FACEBOOK WECHAT INSTAGRAM QQ +1.7% +2.3% +4.4% -0.1% +37 MILLION +25 MILLION +38 MILLION -600 THOUSAND SINA WEIBO TWITTER SNAPCHAT LINE* +3.5% -2.7% -12% +0.6% +15 MILLION -9 MILLION -41 MILLION +1 MILLION SOURCES: FACEBOOK, WECHAT, QQ, SINA WEIBO, TWITTER, LINE: LATEST EARNINGS ANNOUNCEMENTS (AS AT JANUARY 2019); INSTAGRAM, SNAPCHAT: LATEST DATA FROM SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *ADVISORY: FIGURES FOR EACH PLATFORM ARE DERIVED FROM VARYING DEFINITIONS OF ‘ACTIVE USER’. ACTIVE USERS MAY NOT REPRESENT UNIQUE 82 INDIVIDUALS. FIGURES FOR LINE ARE BASED ON THE COMPANY’S SELF-DECLARED “FOUR KEY COUNTRIES” (AS REPORTED IN COMPANY EARNINGS RELEASES), NOT TOTAL GLOBAL USERS.

JAN TOP SOCIAL MESSENGERS AROUND THE WORLD 2019 THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018 WHATSAPP (133) FACEBOOK MESSENGER (75) VIBER (10) IMO (3) LINE (3) TELEGRAM (3) WECHAT (3) GOOGLE MESSAGES (1) HANGOUTS (1) KAKAOTALK (1) ZALO (1) UNKNOWN (11) SOURCE: BASED ON SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018). 83 NOTE: FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.

JAN SOCIAL MEDIA ADVERTISING AUDIENCES 2019 A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING AUDIENCE ON FACEBOOK AUDIENCE ON INSTAGRAM AUDIENCE ON TWITTER AUDIENCE ON SNAPCHAT AUDIENCE ON LINKEDIN (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (REGISTERED MEMBERS) 2,121 895 251 307 604 MILLION MILLION MILLION MILLION MILLION FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: 43% 57% 50% 50% 34% 66% 60% 38% 44% 56% SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL 84 ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS.

GLOBAL FACEBOOK USE 85

JAN FACEBOOK AUDIENCE OVERVIEW 2019 BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF FACEBOOK REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN FACEBOOK THAT FACEBOOK THAT FACEBOOK ADVERTS ON FACEBOOK ADVERTS ON FACEBOOK ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE* 2.121 35% +0.9% 43% 57% BILLION SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. AS A RESULT, 86 FIGURES ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS.

JAN FACEBOOK AUDIENCE PROFILE 2019 SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER 19% 16% 13% FEMALE MALE 11% 9% 7% 5% 5% 3% 3% 3% 3% 2% 2% 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FACEBOOK DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE FACEBOOK PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE FACEBOOK USERS. PERCENTAGES MAY 87 NOT SUM TO 100% DUE TO ROUNDING.

JAN FACEBOOK’S ADVERTISING AUDIENCE 2019 POTENTIAL ADVERTISING REACH ON FACEBOOK, BY AGE GROUP AND GENDER AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 134,000,000 60,000,000 3% 74,000,000 3% 18-24 570,000,000 230,000,000 11 % 340,000,000 16% 25-34 670,000,000 270,000,000 13% 400,000,000 19% 35-44 340,000,000 150,000,000 7% 190,000,000 9% 45-54 207,000,000 97,000,000 5% 110,000,000 5% 55-64 116,000,000 60,000,000 3% 56,000,000 3% 65+ 84,000,000 43,000,000 2% 41,000,000 2% TOTAL 2,121,000,000 910,000,000 43% 1,211,000,000 57% SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FACEBOOK DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE FACEBOOK PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE FACEBOOK USERS. PERCENTAGES MAY 88 NOT SUM TO 100% DUE TO ROUNDING.

JAN FACEBOOK AUDIENCE: ELIGIBLE PENETRATION 2019 FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+ 105% 98%98% 90%90% 85%84%83%83%81% 81%79%79% 77%76%76%75%74% 72%71%71% 70% 67%66%64% 61%60%60%59% 57%56% 53%51%51%51% 44% 37% 35% 29%28% 23%22% 18% 11% 0.2% . S A A E A K . A L A . L S Y E A Y A T A A Y A E A A A A A A E I N O D G R I D M N A I I D M K I O N L I P D D I I N I I . E S N N R E . L Z D . A D E C S I Y C N N E D Y R A I A C N N B A S N U U K C A A B I N R R I D N A S N . N Y I O A D . A A I A G N N E T T A N P E S I I T X A O P M A N R R A R C P I A G R A A S W N A H U A W L L M E U L G U A R F L L O I E A U N I E I A T T B L N T A U N S E M H J G PP L K O A E L R O A R U K D K I R C I E A A N E W S R E A R T A O E R L L A M G L E I R F O R G I G T H G Z E V S U I B C O E D O I H P Z A E H R N H M R T N O D A P D T T G T O P N I C H N U I A O S W T I M U U E E A O W O W H N N S S S S SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. 89

JAN FACEBOOK REACH RANKINGS 2019 BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ 01 INDIA 300,000,000 +3.4% +10,000,000 11 EGYPT 39,000,000 0% [UNCHANGED] 02 U.S.A. 210,000,000 0% [UNCHANGED] 12 PAKISTAN 36,000,000 0% [UNCHANGED] 03= BRAZIL 130,000,000 0% [UNCHANGED] 13 FRANCE 35,000,000 +2.9% +1,000,000 03= INDONESIA 130,000,000 0% [UNCHANGED] 14 BANGLADESH 33,000,000 +3.1% +1,000,000 05 MEXICO 86,000,000 +1.2% +1,000,000 15= ARGENTINA 32,000,000 0% [UNCHANGED] 06 PHILIPPINES 75,000,000 +2.7% +2,000,000 15= COLOMBIA 32,000,000 0% [UNCHANGED] 07 VIETNAM 61,000,000 0% [UNCHANGED] 15= GERMANY 32,000,000 0% [UNCHANGED] 08 THAILAND 50,000,000 -2.0% -1,000,000 18 ITALY 31,000,000 0% [UNCHANGED] 09 TURKEY 43,000,000 -2.3% -1,000,000 19 JAPAN 25,000,000 0% [UNCHANGED] 10 U.K. 40,000,000 0% [UNCHANGED] 20 MALAYSIA 24,000,000 +4.3% +1,000,000 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018. 90

JAN FACEBOOK ELIGIBLE PENETRATION RANKINGS 2019 COUNTRIES WITH THE HIGHEST RATES OF FACEBOOK ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+ # COUNTRY % 13+ REACH ▲QOQ # COUNTRY % 13+ REACH ▲QOQ 01 QATAR 112 % 2,700,000 0% 11 ICELAND 93% 260,000 -3.7% 02 U.A.E. 105% 8,800,000 0% 12 MONGOLIA 92% 2,200,000 +4.8% 03 BRUNEI 100% 350,000 0% 13 ECUADOR 92% 12,000,000 0% 04 PHILIPPINES 98% 75,000,000 +2.7% 14 KUWAIT 91% 3,000,000 0% 05 MALTA 98% 370,000 0% 15 ISRAEL 91% 5,900,000 -4.8% 06 MALAYSIA 98% 24,000,000 +4.3% 16 ARGENTINA 90% 32,000,000 0% 07 MALDIVES 97% 350,000 0% 17 ARUBA 90% 81,000 +37.3% 08 GUAM 95% 120,000 0% 18 CYPRUS 90% 930,000 +3.3% 09 PERU 94% 24,000,000 +4.3% 19 TAIWAN 90% 19,000,000 0% 10 CAYMAN IS. 94% 50,000 0% 20 CURAÇAO 89% 120,000 0% SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS.‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018. 91

JAN FACEBOOK MONTHLY ACTIVE USERS OVER TIME 2019 THE NUMBER OF PEOPLE* USING FACEBOOK AROUND THE WORLD EACH YEAR (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE NOTE: THESE FIGURES REPRESENT THE TOTAL ACTIVE FACEBOOK USER BASE*, NOT THE ADVERTISING AUDIENCE THAT WE REFERENCE ELSEWHERE IN THIS REPORT 2,271 2,072 1,788 1,545 1,350 1,189 +14% +14% +16% +16% +9.6% 2014 2015 2016 2017 2018 2019 SOURCE: FACEBOOK QUARTERLY EARNINGS PRESENTATIONS. FIGURES REPRESENT WORLDWIDE MONTHLY ACTIVE USER (MAU) NUMBERS FOR Q3 OF THE PREVIOUS YEAR, WHICH WERE THE LATEST AVAILABLE DATA AT THE START OF EACH YEAR REFERENCED IN THE CHART ABOVE. *ADVISORY: THESE FIGURES REPRESENT TOTAL GLOBAL MONTHLY ACTIVE FACEBOOK USERS, WHICH 92 MAY NOT CORRELATE TO THE FACEBOOK ADVERTISING AUDIENCE FIGURES QUOTED ELSEWHERE IN THIS REPORT. MONTHLY ACTIVE USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.

JAN FACEBOOK AUDIENCE: LARGEST INCREASES 2019 BASED ON THE QUARTERLY CHANGE IN FACEBOOK ADVERTISING REACH IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # ABSOLUTE INCREASE ▲ USERS ▲% # RELATIVE INCREASE ▲% ▲ USERS 01 INDIA +10,000,000 +3.4% 01 SAMOA +164% +41,000 02 PHILIPPINES +2,000,000 +2.7% 02 EQUATORIAL GUINEA +71% +27,000 03= BANGLADESH +1,000,000 +3.1% 03 KIRIBATI +53% +10,000 03= FRANCE +1,000,000 +2.9% 04 ARUBA +37% +22,000 03= MALAYSIA +1,000,000 +4.3% 05 WESTERN SAHARA +35% +34,000 03= MEXICO +1,000,000 +1.2% 06 PALESTINE +20% +300,000 03= NIGERIA +1,000,000 +4.5% 07 JERSEY +16% +9,000 03= PERU +1,000,000 +4.3% 08 ANGOLA +13% +400,000 03= SOUTH AFRICA +1,000,000 +4.5% 09 TONGA +12% +7,000 03= UKRAINE +1,000,000 +8.3% 10 KYRGYZSTAN +11% +70,000 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. GROWTH FIGURES ARE VERSUS OCTOBER 2018. 93

JAN FACEBOOK AUDIENCE: LARGEST DECREASES 2019 BASED ON THE QUARTERLY CHANGE IN FACEBOOK ADVERTISING REACH IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # ABSOLUTE DECREASE ▲ USERS ▲% # RELATIVE DECREASE ▲% ▲ USERS 01= TURKEY -1,000,000 -2.3% 01 UZBEKISTAN -13.2% -130,000 01= THAILAND -1,000,000 -2.0% 02 CHINA -12.1% -400,000 01= SAUDI ARABIA -1,000,000 -6.3% 03 TURKMENISTAN -8.7% -2,000 01= RUSSIAN FEDERATION -1,000,000 -7.1% 04 RUSSIAN FEDERATION -7.1% -1,000,000 05 CHINA -400,000 -12% 05 SAUDI ARABIA -6.3% -1,000,000 06 ISRAEL -300,000 -4.8% 06 NIGER -6.1% -30,000 07= TANZANIA -200,000 -4.4% 07 PAPUA NEW GUINEA -6.1% -50,000 07= CÔTE D'IVOIRE -200,000 -4.1% 08 KOSOVO -6.0% -50,000 09 UZBEKISTAN -130,000 -13% 09 MONTENEGRO -5.7% -20,000 10 YEMEN -100,000 -4.3% 10 OMAN -5.3% -100,000 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. GROWTH FIGURES ARE VERSUS OCTOBER 2018. 94

JAN FACEBOOK GENDER RATIO RANKINGS 2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN FACEBOOK’S ADVERTISING AUDIENCE COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW # HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS 01 UKRAINE 59% 7,700,000 01 YEMEN 86% 1,900,000 02 TRANSNISTRIA 57% 24,000 02 CHAD 85% 110,000 03 BELARUS 57% 580,000 03 AFGHANISTAN 84% 3,100,000 04 MOLDOVA 56% 580,000 04 NIGER 82% 380,000 05 LATVIA 56% 500,000 05 PAKISTAN 79% 29,000,000 06 FRENCH POLYNESIA 55% 97,000 06 SOUTH SUDAN 79% 180,000 07 VENEZUELA 55% 6,800,000 07 OMAN 78% 1,400,000 08= AMERICAN SAMOA 55% 16,000 08= INDIA 78% 230,000,000 08= KIRIBATI 55% 16,000 08= SAUDI ARABIA 78% 12,000,000 10 ESTONIA 55% 380,000 10 QATAR 77% 2,100,000 SOURCE: EXTRAPOLATION OF FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. 95

JAN SHARE OF FACEBOOK USE BY DEVICE 2019 BASED ON THE SIZE OF THE FACEBOOK ADVERTISING AUDIENCE FOR EACH DEVICE SMARTPHONES LAPTOPS & FEATURE TABLET & TABLETS DESKTOPS PHONES DEVICES 96% 25% 1.2% 16% ACTIVE USER ACCOUNTS: ACTIVE USER ACCOUNTS: ACTIVE USER ACCOUNTS: ACTIVE USER ACCOUNTS: 2,240 MILLION 580 MILLION 30 MILLION 380 MILLION SOURCES: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. 96

JAN FACEBOOK ACTIVITY FREQUENCY 2019 THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK NUMBER OF POSTS LIKED IN COMMENTS MADE IN FACEBOOK POSTS FACEBOOK ADVERTS FACEBOOK PAGES THE PAST 30 DAYS THE PAST 30 DAYS SHARED IN THE PAST 30 CLICKED IN THE PAST 30 LIKED (LIFETIME) (ALL POST TYPES) (ALL POST TYPES) DAYS (ALL POST TYPES) DAYS (ANY CLICK TYPE) 1 9 4 1 8 FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: 1 1 11 8 6 3 1 1 9 6 SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE. 97

JAN MEDIAN MONTHLY FACEBOOK COMMENTS PER USER 2019 THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER COMMENTS ON FACEBOOK POSTS 9 9 9 9 7 7 7 7 6 6 6 6 6 6 6 6 6 5 5 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 3 3 3 2 2 2 2 1 1 1 A L K S . A A T S A . E A Y A L A A A A . E Y A A A E Y A A I I D M N K P D O I D A I L M I I I E I O D N D N G I R N I L Z R N E E . N D Y D R . C S Y A C S . D N N I E E U U I N C N S A I A R B A I N D C A N A N B K A S R A A A I N D A I N E . N E T N G T Y . A O P S R R A I T G A X A I R N S M W A N C A P A O A P R M L G E L L U A E U F A U I L L W R A U O T B L N N E E A G I N T T M H S I A U J A PP E L I R K A U O L D O R K R K S N E I W E A R A R E L R O E A A T E L M R F O I L A G R G U E Z B I S G C I E N H D O H V A R E O P Z T G I H A D H R T P T O M O G T D N T P H N C I N U I W A T I U M O S U E E O W W A O N N S S H S S SOURCE: FACEBOOK (JANUARY 2019). 98

JAN MEDIAN MONTHLY FACEBOOK ADVERT CLICKS PER USER 2019 THE NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER CLICKS ON AN ADVERT ON FACEBOOK (ANY AD FORMAT) 15 14 14 14 14 13 13 13 12 12 12 12 11 11 11 11 11 11 10 10 10 9 9 9 9 9 9 8 8 8 8 7 7 6 6 5 5 5 4 4 4 4 3 2 A A K Y L . S . A L E A A Y A Y E . E A T A A A S A A A A A I I D L N A D D K M I D R N I N O D M G E I P I I I O I I N S L R A E . D N . N Z N D I N E E C . D Y S E Y R C N A S N U I U A R A C R N K A N A I B B D C N S A I Y A A T G D . N I A O T A A I N . E N N E S P R A I A A T R A P S P X A R N O W M G A N C I A R A M L U E U L L G L W O L A U R I E U A F T T A I N L B A I N S M E U T E N H G J L E L A U K R R K D O O PP K I R A S N R R W A E E O A A R E T E L A I A R E G M I F L O R L G U E I O S E Z H G B P T A C E H Z V G R D I O I N H M A D P T R N G T T O O D H T H I I N C N U P T W A S U O I M U E E O W W A O N N S S H S S SOURCE: FACEBOOK (JANUARY 2019). 99

JAN FACEBOOK PAGE REACH BENCHMARKS 2019 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAID MEDIA vs. TOTAL REACH +0.13% 8.0% 6.0% 26.0% 27.1% Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: -2.2% -0.4% -2.3% +3.5% +3.3% (-0.3 BPS) (-3 BPS) (-14 BPS) (+87 BPS) (+88 BPS) SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. ‘Q-O-Q CHANGE’ FIGURES REPRESENT THE QUARTER-ON-QUARTER CHANGE vs. Q3 2018. NOTE: FIGURES 100 REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF REACH COMPARED TO THE AVERAGES QUOTED HERE.

JAN AVERAGE ORGANIC FACEBOOK POST REACH 2019 BASED ON THE AVERAGE REACH OF A FACEBOOK PAGE* POST COMPARED TO THE POSTING PAGE’S TOTAL PAGE LIKES 7.9%7.8%7.8%7.6%7.6% 7.2%7.1%7.1%7.1%7.0%6.9%6.9% 6.9%6.9% 6.6%6.5%6.5%6.4%6.4% 6.2%6.2%6.1%6.0% 5.9%5.9%5.8%5.8%5.8%5.7%5.7%5.7%5.6% 5.5%5.4%5.4% 5.1%5.1% 4.4%4.3%4.1% 4.0% E A A . A . A E Y A T S E A L Y A A S . Y A A A A L A A D I M N D G I E D I K N O R N P D I L I I A D I M I I N C S I N . L . D N C E Y D D Z E . E Y E N N A S R N A A N D A N U A C I N I N A B R S K R I B U A N E . A P I A O A D N I A T T N . N I G Y E A N P A O N A R X P R G A W H R I A S I R A T M L A L I U L A F E L R U E O L G U A W I N T S T J E N A M E A B U N L T G I R A K E A L R D C U PP K K O L I A E R S A R W E L A I T O E E R A F O I E M G R L L A H D V Z G I U C E H S E Z R I A I H P G B O N T T A N G T T O D H T R O P M N N I H I U P C I W O S U T U A E O E W W A O N H S N S S S SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, 101 PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF REACH COMPARED TO THE AVERAGES QUOTED HERE.

JAN FACEBOOK ENGAGEMENT BENCHMARKS 2019 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK PAGE POSTS (ALL TYPES OF PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS PAGE STATUS POSTS POST, ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) 3.75% 6.03% 4.48% 3.01% 2.01% Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: Q-O-Q CHANGE: -2.1% +3.4% -4.2% -6.2% -0.9% (-8 BPS) (+20 BPS) (-20 BPS) (-20 BPS) (-2 BPS) SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. ‘Q-O-Q CHANGE’ FIGURES REPRESENT QUARTER-ON-QUARTER CHANGE vs. Q3 2018. *NOTE: FIGURES 102 REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES’) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.

JAN AVERAGE FACEBOOK POST ENGAGEMENT RATES 2019 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH (NOTE: ALL TYPES OF PAGE*) 4.3%4.2%4.2%4.2%4.2%4.2%4.2% 4.1%4.1%4.1%4.1%4.0%4.0%4.0%4.0%4.0%4.0%4.0%4.0%4.0%4.0% 3.9%3.9%3.9%3.8%3.8%3.8%3.8% 3.7%3.7%3.6% 3.5%3.5%3.4% 3.3%3.2%3.2%3.1% 3.1%3.1%3.1% A L A S Y E A S A E A A Y A A A A . E . . A T A L A A Y I I I D N I N R D I G I N I N D K M E O A M I P D I D L S Z D N N C E E D S E I C L N N . D . . R Y A Y E R A B N N N K D A I A I U A I A C S U N B N R A E A T N A N P N D I O A Y A . I . I E G N T R S A A I H P A O R N P R R T A N W X G A M A I L A A R E L A I F W L U U G L L U E O N B A M J A N I U S T I N T E L G E T U L A R PP C L K A D I E O R K K R A I W A A T S A E O E L E R E R O R E F L G A I M L D A E E Z I I S C H G H U T G P V R B N I Z O H G D H N T M T A R O O T P T N H U P I N C I I T W S O U A U E E A O W W O N N S H S S S SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, 103 PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES’) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.

JAN COMPARING FACEBOOK PERFORMANCE BY PAGE SIZE 2019 COMPARING THE ORGANIC REACH AND OVERALL ENGAGEMENT RATES OF PAGES WITH FEWER THAN 10,000 FANS, AND MORE THAN 100,000 FANS PAGES WITH FEWER THAN 10,000 ‘FANS’ PAGES WITH MORE THAN 100,000 ‘FANS’ AVERAGE ORGANIC PAGE AVERAGE ENGAGEMENT RATE AVERAGE ORGANIC PAGE AVERAGE ENGAGEMENT RATE POST REACH vs. PAGE LIKES FOR FACEBOOK PAGE POSTS POST REACH vs. PAGE LIKES FOR FACEBOOK PAGE POSTS (ALL TYPES OF POST AND PAGE*) (ALL TYPES OF POST AND PAGE*) (ALL TYPES OF POST AND PAGE*) (ALL TYPES OF POST AND PAGE*) 8.80% 4.68% 3.51% 2.98% 104 SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGE TYPES, AND INCLUDE DATA FOR ORGANIC POSTS AND POSTS WITH PAID MEDIA SUPPORT, ACROSS VIDEOS, PHOTOS, STATUS UPDATES, AND LINK POSTS.

JAN TOP FACEBOOK PAGES 2019 BASED ON FACEBOOK PAGES WITH THE GREATEST NUMBER OF PAGE LIKES # PAGE CATEGORY ‘FANS’ # PAGE CATEGORY ‘FANS’ 01 FACEBOOK PRODUCT / SERVICE 213,439,863 11 EMINEM MUSICIAN 88,014,532 02 SAMSUNG PRODUCT / SERVICE 159,534,892 12 YOUTUBE PRODUCT / SERVICE 83,526,380 03 CRISTIANO RONALDO ATHLETE 122,582,580 13 MR BEAN TV SHOW 82,641,600 04 REAL MADRID C.F. SPORTS TEAM 109,425,674 14 RIHANNA MUSICIAN 79,887,748 05 COCA-COLA PRODUCT / SERVICE 107,533,356 15 MCDONALD’S PRODUCT / SERVICE 78,946,824 06 FC BARCELONA SPORTS TEAM 102,658,087 16 JUSTIN BIEBER MUSICIAN 77,511,620 07 SHAKIRA MUSICIAN 101,753,296 17 WILL SMITH ACTOR 77,312,018 08 VIN DIESEL ACTOR 98,551,962 18 CGTN MEDIA 73,688,844 09 TASTY COOKING 96,194,554 19 MANCHESTER UNITED SPORTS TEAM 73,295,917 10 LEO MESSI ATHLETE 89,883,368 20 HARRY POTTER MOVIE FRANCHISE 72,930,986 105 SOURCE: BASED ON DATA FROM FACEBOOK (JANUARY 2019).

GLOBAL INSTAGRAM USE 106

JAN INSTAGRAM AUDIENCE OVERVIEW 2019 BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF INSTAGRAM REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN INSTAGRAM THAT INSTAGRAM THAT INSTAGRAM ADVERTS ON INSTAGRAM ADVERTS ON INSTAGRAM ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE* 894.9 15% +4.4% 50.3% 49.7% MILLION 107 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.

JAN INSTAGRAM AUDIENCE PROFILE 2019 SHARE OF INSTAGRAM’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER 17% 17% 16% 15% FEMALE MALE 9% 7% 5% 3% 3% 4% 2% 1% 1% 1% 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED 108 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.

JAN INSTAGRAM’S ADVERTISING AUDIENCE 2019 POTENTIAL ADVERTISING REACH ON INSTAGRAM, BY AGE GROUP AND GENDER AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 57,000,000 30,000,000 3% 27,000,000 3% 18-24 280,400,000 130,200,000 15% 150,200,000 17% 25-34 290,400,000 140,200,000 16% 150,200,000 17% 35-44 142,200,000 76,100,000 9% 66,100,000 7% 45-54 73,100,000 41,100,000 5% 32,000,000 4% 55-64 32,000,000 19,000,000 2% 13,000,000 1% 65+ 19,800,000 11,000,000 1% 8,800,000 1% TOTAL 894,900,000 447,600,000 50.3% 447,300,000 49.7% SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED 109 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.

JAN INSTAGRAM AUDIENCE: ELIGIBLE PENETRATION 2019 INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+ 58%58% 49%49% 46%46% 45%44%44% 44%43%43%42%42% 41%40%40%40%39% 37%36%36% 34% 31%30%30%30%29% 29%27% 24%22%22% 21% 16%15%15%14% 9% 8% 7% 7% 6% 5% 0.3% Y A A A A K . . S . E A L L Y E A A A A A Y T E S A A A A A A N I I I D E A D K R G I N N L M D I I I I N D O D P O M I I E E S L N R . . N D . D Z A I C S E N N Y D E C Y R K B N I A S U N A A A U N B S R R A N C I C I A D N N D Y A A . . N O A A G T I N S T E A P I N N E I R A R A T A P O R P I A M S A X A G W C I R N N A H E R A L M U U L U W G L A U O A L L F I E U T N A A N B T I S L N M J I E E T H G L E A L K R R O R U K D O PP A K I C T W A S R E N A R A E E R A O L I E A E R G F L O M R L I G S I U I G E Z E G C O T B Z A D H E H P R O I H V N D M A R D N P T O T G T O H T U H I N I C N P A W T S O I U M U A E E W O W O S N N H S S S 110 SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN INSTAGRAM REACH RANKINGS 2019 BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ 01 U.S.A. 120,000,000 0% [UNCHANGED] 11 ITALY 19,000,000 0% [UNCHANGED] 02 INDIA 75,000,000 +5.6% +4,000,000 12 FRANCE 17,000,000 +6.3% +1,000,000 03 BRAZIL 69,000,000 +6.2% +4,000,000 13 ARGENTINA 16,000,000 0% [UNCHANGED] 04 INDONESIA 62,000,000 +5.1% +3,000,000 14 SPAIN 15,000,000 0% [UNCHANGED] 05 TURKEY 38,000,000 +2.7% +1,000,000 15= CANADA 13,000,000 0% [UNCHANGED] 06 RUSSIAN FEDERATION 37,000,000 +15.6% +5,000,000 15= SOUTH KOREA 13,000,000 +8.3% +1,000,000 07 JAPAN 27,000,000 +12.5% +3,000,000 15= SAUDI ARABIA 13,000,000 +8.3% +1,000,000 08 U.K. 24,000,000 +4.3% +1,000,000 15= THAILAND 13,000,000 0% [UNCHANGED] 09 MEXICO 22,000,000 +4.8% +1,000,000 19= COLOMBIA 12,000,000 +9.1% +1,000,000 10 GERMANY 20,000,000 +5.3% +1,000,000 19= MALAYSIA 12,000,000 0% [UNCHANGED] SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018. 111

JAN INSTAGRAM ELIGIBLE PENETRATION RANKINGS 2019 COUNTRIES WITH THE HIGHEST RATES OF INSTAGRAM USE, COMPARED TO NATIONAL POPULATIONS AGED 13+ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ 01 BRUNEI 63% 220,000 0% 11 BAHRAIN 52% 700,000 +1.4% 02 ICELAND 61% 170,000 0% 12 SAUDI ARABIA 49% 13,000,000 +8.3% 03 CAYMAN IS. 59% 31,000 +3.3% 13 MALAYSIA 49% 12,000,000 0% 04 TURKEY 58% 38,000,000 +2.7% 14 CHILE 48% 7,300,000 +2.8% 05 SWEDEN 58% 4,900,000 +2.1% 15 BERMUDA 48% 25,000 0% 06 GUAM 57% 72,000 +4.3% 16 ARUBA 48% 43,000 +43.3% 07 CYPRUS 56% 580,000 +7.4% 17 KAZAKHSTAN 48% 6,800,000 +11.5% 08 KUWAIT 55% 1,800,000 +5.9% 18 MONTENEGRO 47% 250,000 -3.8% 09 ISRAEL 54% 3,500,000 -5.4% 19 ANDORRA 47% 32,000 +14.3% 10 NORWAY 53% 2,400,000 0% 20 PANAMA 46% 1,500,000 +7.1% 112 SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.

JAN INSTAGRAM GENDER RATIO RANKINGS 2019 COUNTRIES / TERRITORIES WITH THE GREATEST GENDER SKEWS IN INSTAGRAM’S ADVERTISING AUDIENCE COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW # HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS 01 PHILIPPINES 64% 6,700,000 01 AFGHANISTAN 80% 490,000 02 FED. STATES OF MICRONESIA 63% 1,500 02 CHAD 79% 15,000 03 THAILAND 62% 8,400,000 03 SOUTH SUDAN 78% 20,000 04 LAOS 62% 150,000 04 TAJIKISTAN 78% 280,000 05 TRANSNISTRIA 62% 32,000 05 NIGER 77% 60,000 06 AMERICAN SAMOA 61% 3,500 06 MALI 75% 120,000 07 MONGOLIA 61% 250,000 07 BURKINA FASO 75% 85,000 08 TONGA 61% 4,000 08 INDIA 73% 55,000,000 09= ABKHAZIA 60% 52,000 09 YEMEN 73% 300,000 09= BELARUS 60% 1,300,000 10 CENTRAL AFRICAN REP. 73% 7,400 113 SOURCE: EXTRAPOLATION OF INSTAGRAM DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN TOP INSTAGRAM ACCOUNTS 2019 INSTAGRAM ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS # ACCOUNT HANDLE FOLLOWERS # ACCOUNT HANDLE FOLLOWERS 01 INSTAGRAM @INSTAGRAM 276,500,000 11 LEO MESSI @LEOMESSI 106,700,000 02 CRISTIANO RONALDO @CRISTIANO 151,900,000 12 JUSTIN BIEBER @JUSTINBIEBER 104,100,000 03 SELENA GOMEZ @SELENAGOMEZ 144,500,000 13 KENDALL JENNER @KENDALLJENNER 102,600,000 04 ARIANA GRANDE @ARIANAGRANDE 143,000,000 14 NICKI MINAJ @NICKIMINAJ 97,800,000 05 DWAYNE JOHNSON @THEROCK 129,000,000 15 NATIONAL GEOGRAPHIC @NATGEO 97,700,000 06 KIM KARDASHIAN @KIMKARDASHIAN 125,200,000 16 KHLOÉ KARDASHIAN @KHLOEKARDASHIAN 85,300,000 07 KYLIE JENNER @KYLIEJENNER 124,500,000 17 JENNIFER LOPEZ @JLO 85,200,000 08 BEYONCÉ @BEYONCE 123,000,000 18 NIKE @NIKE 84,000,000 09 TAYLOR SWIFT @TAYLORSWIFT 114,100,000 19 MILEY CYRUS @MILEYCYRUS 80,500,000 10 NEYMAR JR. @NEYMARJR 109,900,000 20 KATY PERRY @KATYPERRY 74,700,000 114 SOURCE: BASED ON DATA FROM INSTAGRAM (JANUARY 2019).

GLOBAL TWITTER USE 115

JAN TWITTER AUDIENCE OVERVIEW 2019 BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE NUMBER OF PEOPLE PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF THAT TWITTER REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN TWITTER THAT TWITTER THAT TWITTER ADVERTS ON TWITTER ADVERTS ON TWITTER ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE* 250.8 3.6% -1.5% 34.5% 65.5% MILLION 116 SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA.

JAN TWITTER AUDIENCE PROFILE 2019 SHARE OF TWITTER’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER 22% FEMALE MALE 15% 13% 10% 9% 9% 6% 6% 4% 4% 13 –17 18 – 24 25 – 34 35 – 49 50+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM MID-POINTS IN THE RANGES THAT TWITTER REPORTS FOR ITS ADVERTISING AUDIENCES. 117 TWITTER DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE TWITTER PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE TWITTER USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.

JAN TWITTER’S ADVERTISING AUDIENCE 2019 POTENTIAL ADVERTISING REACH ON TWITTER, BY AGE GROUP AND GENDER AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 25,530,000 11,090,000 4% 14,440,000 6% 18-24 59,830,000 26,320,000 10% 33,510,000 13% 25-34 78,490,000 23,360,000 9% 55,130,000 22% 35-49 52,540,000 15,140,000 6% 37,400,000 15% 50+ 34,390,000 11,060,000 4% 23,330,000 9% TOTAL 250,780,000 86,970,000 35% 163,810,000 65% SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM MID-POINTS IN THE RANGES THAT TWITTER REPORTS FOR ITS ADVERTISING AUDIENCES. 118 TWITTER DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE TWITTER PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE TWITTER USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.

JAN TWITTER AUDIENCE: ELIGIBLE PENETRATION 2019 TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+ 43% 34% 31% 27% 24% 19% 17%17% 15%15%14%14% 13%12%12% 11%11%10%10%10%10%10% 8% 8%7% 7%7% 6% 5%5%5% 4%4% 4%3%3% 3%2%2% 2%2% 1% 1%1% 0.1% A . . E . A S Y A A A K E L A A S A Y L Y A E T A A A A A A A I N D E K R A N N D I I M D D I G O I N I L P I D I O I M I . . . D I D E E N L N S R C A E E N Z C D Y S N Y R B A N A U S A K I U N R N R N C B A A I I N S C A D N P . O . A N D A Y I A N G T I N A A T E N S E I A A P P R A R T A A S O X I M R I R W G A A C N N H R A L U U E L A G L M A U O L W F L E U I J A N S A U T N L T I E I M B E N H G T E L A L R R K U K PPO A D K R O I C A R A W T S E E E N R A I A R L O E G R E A F M L L O G R I I I C E S Z U G B Z E O H H A G I T E H R D P O N V D N A R M T D P T T H O G T O U I H I N P C N S T W A U O U I M A E E W O O W S N N S S H S 119 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN TWITTER REACH RANKINGS 2019 BASED ON TWITTER’S ADDRESSABLE ADVERTISING AUDIENCE # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ 01 U.S.A. 47,050,000 -4.7% -2,300,000 11 FRANCE 5,560,000 +1.5% +80,000 02 JAPAN 38,600,000 -3.1% -1,250,000 12 CANADA 5,370,000 -1.5% -80,000 03 U.K. 13,600,000 -0.7% -100,000 13 PHILIPPINES 5,075,000 +3.4% +165,000 04 SAUDI ARABIA 11,265,000 -0.7% -75,000 14 THAILAND 4,700,000 +1.4% +65,000 05 TURKEY 9,000,000 +1.9% +170,000 15 SOUTH KOREA 4,390,000 +0.9% +40,000 06 BRAZIL 8,570,000 +1.0% +85,000 16 ARGENTINA 4,200,000 -1.5% -65,000 07 INDIA 7,650,000 -2.2% -175,000 17 GERMANY 3,865,000 0% [UNCHANGED] 08 MEXICO 7,215,000 +3.7% +255,000 18 MALAYSIA 2,630,000 +4.2% +105,000 09 INDONESIA 6,425,000 +4.2% +260,000 19 AUSTRALIA 2,560,000 -2.3% -60,000 10 SPAIN 6,010,000 -6.7% -430,000 20 COLOMBIA 2,405,000 -2.2% -55,000 120 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.

JAN TWITTER ELIGIBLE PENETRATION RANKINGS 2019 COUNTRIES WITH THE HIGHEST RATES OF TWITTER ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ 01 CAYMAN IS. 59% 31,200 +95.0% 11 IRELAND 31% 1,233,000 +1.5% 02 KUWAIT 51% 1,675,000 +3.1% 12 ICELAND 31% 85,750 -1.9% 03 ANDORRA 49% 33,600 +29.2% 13 QATAR 29% 708,500 +5.0% 04 ISLE OF MAN 45% 32,800 +36.7% 14 U.A.E. 27% 2,295,000 +5.5% 05 BAHRAIN 43% 581,500 +8.5% 15 OMAN 25% 882,000 +2.7% 06 SAUDI ARABIA 43% 11,265,000 -0.7% 16 BRUNEI 24% 84,900 -4.6% 07 BERMUDA 41% 21,200 +8.2% 17 U.K. 24% 13,600,000 -0.7% 08 ARUBA 37% 33,600 +31.3% 18 GUERNSEY 24% 14,000 -23.9% 09 JAPAN 34% 38,600,000 -3.1% 19 U.S. VIRGIN IS. 23% 19,600 +104.4% 10 NORTHERN MARIANA IS. 32% 14,000 +52.5% 20 ANTIGUA & BARBUDA 23% 18,800 +38.2% 121 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.

JAN TWITTER GENDER RATIO RANKINGS 2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN TWITTER’S ADVERTISING AUDIENCE COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW # HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS 01 PHILIPPINES 63% 2,965,000 01 GUINEA 90% 20,800 02= BHUTAN 50% 3,200 02 BURKINA FASO 88% 12,000 02= FED. STATES OF MICRONESIA 50% 800 03 MOZAMBIQUE 86% 22,800 02= TONGA 50% 400 04 MAURITANIA 86% 19,600 05 GRENADA 48% 4,400 05 RWANDA 84% 36,800 06 MALAYSIA 47% 1,218,000 06 GHANA 84% 282,000 07 U.S. VIRGIN IS. 47% 10,000 07 LIBERIA 84% 10,410 08 THAILAND 47% 2,115,000 08 MALI 84% 14,400 09= FRENCH GUIANA 47% 6,400 09 INDIA 84% 5,925,000 09= ST. KITTS & NEVIS 47% 3,200 10 CENTRAL AFRICAN REP. 83% 2,000 122 SOURCE: EXTRAPOLATION OF TWITTER DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN TOP TWITTER ACCOUNTS 2019 TWITTER ACCOUNTS WITH THE GREATEST NUMBER OF FOLLOWERS # ACCOUNT HANDLE FOLLOWERS # ACCOUNT HANDLE FOLLOWERS 01 KATY PERRY @KATYPERRY 106,900,000 11 ARIANA GRANDE @ARIANAGRANDE 60,200,000 02 JUSTIN BIEBER @JUSTINBIEBER 105,000,000 12 KIM KARDASHIAN @KIMKARDASHIAN 59,400,000 03 BARACK OBAMA @BARACKOBAMA 104,300,000 13 DONALD TRUMP @REALDONALDTRUMP 57,400,000 04 RIHANNA @RIHANNA 89,100,000 14 DEMI LOVATO @DDLOVATO 57,300,000 05 TAYLOR SWIFT @TAYLORSWIFT13 83,400,000 15 SELENA GOMEZ @SELENAGOMEZ 56,900,000 06 LADY GAGA @LADYGAGA 77,600,000 16 BRITNEY SPEARS @BRTINEYSPEARS 56,500,000 07 THE ELLEN SHOW @THEELLENSHOW 76,900,000 17 TWITTER @TWITTER 55,900,000 08 CRISTIANO RONALDO @CRISTIANO 76,200,000 18 CNN @CNNBRK 54,600,000 09 YOUTUBE @YOUTUBE 71,200,000 19 SHAKIRA @SHAKIRA 50,900,000 10 JUSTIN TIMBERLAKE @JTIMBERLAKE 64,700,000 20 JIMMY FALLON @JIMMYFALLON 50,800,000 123 SOURCE: BASED ON DATA FROM TWITTER (JANUARY 2019).

GLOBAL SNAPCHAT USE 125

JAN SNAPCHAT AUDIENCE OVERVIEW 2019 BASED ON SNAPCHAT’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF SNAPCHAT REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN SNAPCHAT THAT SNAPCHAT THAT SNAPCHAT ADVERTS ON SNAPCHAT ADVERTS ON SNAPCHAT ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE* 306.5 5.1% -12% 60% 38% MILLION 126 SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: SNAPCHAT DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE.

JAN SNAPCHAT AUDIENCE PROFILE 2019 SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER 13% FEMALE MALE 13% 11% 12% 10% 10% 8% 8% 6% 6% 13 –17 18 – 20 21 – 24 25 –34 35+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM THE MID-POINTS IN THE RANGES SNAPCHAT REPORTS FOR ITS ADVERTISING AUDIENCES. 127 SNAPCHAT’S REPORTING INCLUDES GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT DOES NOT REPORT NUMBERS FOR AUDIENCES OTHER THAN MALE OR FEMALE. AS A RESULT, PERCENTAGES DO NOT SUM TO 100%. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON SNAPCHAT ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL ACTIVE SNAPCHAT USERS.

JAN SNAPCHAT’S ADVERTISING AUDIENCE 2019 POTENTIAL ADVERTISING REACH ON SNAPCHAT, BY AGE GROUP AND GENDER AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 54,300,000 34,700,000 11 % 19,600,000 6% 18-20 65,410,000 40,250,000 13% 25,160,000 8% 21-24 56,810,000 31,910,000 10% 24,900,000 8% 25-34 71,330,000 41,250,000 13% 30,080,000 10% 35+ 53,890,000 36,380,000 12% 17,510,000 6% TOTAL 306,530,000 184,490,000 60% 117,250,000 38% SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE EXTRAPOLATED FROM THE MID-POINTS IN THE RANGES SNAPCHAT REPORTS FOR ITS ADVERTISING AUDIENCES. 128 SNAPCHAT’S REPORTING INCLUDES GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’, BUT DOES NOT REPORT NUMBERS FOR AUDIENCES OTHER THAN MALE OR FEMALE. AS A RESULT, PERCENTAGES DO NOT SUM TO 100%. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON SNAPCHAT ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL ACTIVE SNAPCHAT USERS.

JAN SNAPCHAT AUDIENCE: ELIGIBLE PENETRATION 2019 SNAPCHAT’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 13+ 52% 43%43% 41% 34% 34%34% 32%30% 30%30% 24%24% 22%22% 15% 11% 11%11% 10%10% 10% 9% 8% 7% 7% 7% 6% 5% 5% 5% 5% 4% 3% 2% 1% 1% 1% 0.9%0.9% A K . E S . A . A A Y E L Y A A A L E S Y A T A A A A A I D N D A K I M E D I D O R O N G I I I L I P I I N I D R E N . C D . L . D N N A E I N S Z D E Y C S R Y B N S U U A N R C C K A I N B I A S I A D N A D . N N A I . A T A I O G Y A N T S E E P N A A A R A S A X P C R P T O M R W I I G R N A R M L E L U A A G U N L L U S A U E F N G A I L E E A R L T L R U M E A O T U N K O L B D PP R A I J I K A N R W R S E A E R O R R T E L I A E F M G L A L O I E I S Z E U B C Z A E P O O G G R I H D N H D D A T G N P R O M O H T T U H I I N C P N W T S M A O U I A E E W W O S N N S H S 129 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS.

JAN SNAPCHAT REACH RANKINGS 2019 BASED ON SNAPCHAT’S ADDRESSABLE ADVERTISING AUDIENCE # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ 01 U.S.A. 93,250,000 -14.8% -16,250,000 10= TURKEY 6,350,000 -25.7% -2,200,000 02 FRANCE 18,500,000 -10.4% -2,150,000 12 RUSSIAN FEDERATION 5,500,000 +8.9% +450,000 03 U.K. 17,150,000 -13.8% -2,750,000 13 NETHERLANDS 4,750,000 -5.9% -300,000 04 SAUDI ARABIA 13,650,000 -15.5% -2,500,000 14 IRAQ 4,300,000 -6.5% -300,000 05 INDIA 11,150,000 +1.8% +200,000 15= INDONESIA 3,800,000 -1.3% -50,000 06 MEXICO 10,900,000 -6.4% -750,000 15= POLAND 3,800,000 -14.6% -650,000 07 GERMANY 10,800,000 -7.3% -850,000 17= PHILIPPINES 3,700,000 +8.8% +300,000 08 BRAZIL 9,900,000 -20.2% -2,500,000 17= SPAIN 3,700,000 -22.1% -1,050,000 09 CANADA 7,700,000 -23.4% -2,350,000 19 SWEDEN 3,450,000 -10.4% -400,000 10= AUSTRALIA 6,350,000 -13.6% -1,000,000 20 EGYPT 3,050,000 +3.4% +100,000 130 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.

JAN SNAPCHAT ELIGIBLE PENETRATION RANKINGS 2019 COUNTRIES WITH THE HIGHEST RATES OF SNAPCHAT ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 13+ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ # COUNTRY / TERRITORY % 13+ REACH ▲QOQ 01 NORWAY 62% 2,800,000 -5.1% 11 FRANCE 34% 18,500,000 -10.4% 02 BAHRAIN 61% 825,000 0% 12 NETHERLANDS 32% 4,750,000 -5.9% 03 LUXEMBOURG 61% 307,500 0% 13 U.K. 30% 17,150,000 -13.8% 04 SAUDI ARABIA 52% 13,650,000 -15.5% 14 AUSTRALIA 30% 6,350,000 -13.6% 05 KUWAIT 50% 1,650,000 -15.4% 15 BELGIUM 30% 2,950,000 -9.2% 06 DENMARK 43% 2,150,000 -12.2% 16 OMAN 26% 945,000 -14.1% 07 IRELAND 43% 1,700,000 -8.1% 17 U.A.E. 24% 2,050,000 -16.3% 08 SWEDEN 41% 3,450,000 -10.4% 18 JORDAN 24% 1,700,000 -17.1% 09 NEW ZEALAND 34% 1,350,000 -6.9% 19 PUERTO RICO 24% 765,000 0% 10 U.S.A. 34% 93,250,000 -14.8% 20 CANADA 24% 7,700,000 -23.4% 131 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018.

JAN SNAPCHAT GENDER RATIO RANKINGS 2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN SNAPCHAT’S ADVERTISING AUDIENCE COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW # HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS 01 KAZAKHSTAN 90% 1,387,250 01 BAHRAIN 50% 410,850 02 RUSSIAN FEDERATION 88% 4,829,000 02 INDIA 48% 5,363,150 03 INDONESIA 87% 3,294,600 03 LUXEMBOURG 48% 146,370 04 PHILIPPINES 81% 2,989,600 04= NORWAY 47% 1,310,400 05 SOUTH AFRICA 79% 1,063,800 04= SWEDEN 47% 1,614,600 06 CHILE 78% 859,100 06 SAUDI ARABIA 47% 6,374,550 07 PERU 77% 751,725 07= HONG KONG 47% 230,175 08 JAPAN 77% 1,034,100 07= SLOVENIA 47% 156,938 09 COLOMBIA 76% 2,151,750 09 QATAR 46% 243,600 10 GREECE 74% 366,300 10 IRELAND 46% 778,600 132 SOURCE: EXTRAPOLATION OF SNAPCHAT DATA (JANUARY 2019); KEPIOS ANALYSIS.

GLOBAL LINKEDIN USE 133

JAN LINKEDIN AUDIENCE OVERVIEW 2019 BASED ON LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF LINKEDIN REPORTS AGED 18+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN LINKEDIN THAT LINKEDIN THAT LINKEDIN ADVERTS ON LINKEDIN ADVERTS ON LINKEDIN ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE* 604.4 11% +3.2% 44% 56% MILLION 134 SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA.

JAN LINKEDIN AUDIENCE PROFILE 2019 SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE BY AGE AND GENDER 20% FEMALE 18% 17% MALE 13% 13% 11% 6% 3% 18 – 24 25 – 34 35 – 54 55+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON REGISTERED LINKEDIN MEMBERS (AS REPORTED BY LINKEDIN) AND NOT MONTHLY ACTIVE USERS 135 (AS REPORTED BY OTHER PLATFORMS). LINKEDIN DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON LINKEDIN ONLY, AND MAY NOT BE REPRESENTATIVE OF ALL ACTIVE LINKEDIN USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.

JAN LINKEDIN’S ADVERTISING AUDIENCE 2019 POTENTIAL ADVERTISING REACH ON LINKEDIN, BY AGE GROUP AND GENDER AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 18-24 140,180,000 64,400,000 11 % 75,780,000 13% 25-34 228,760,000 106,070,000 18% 122,690,000 20% 35-54 180,420,000 75,770,000 13% 104,650,000 17% 55+ 55,030,000 18,940,000 3% 36,090,000 6% TOTAL 604,390,000 265,180,000 44% 339,210,000 56% SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON REGISTERED LINKEDIN MEMBERS (AS REPORTED BY LINKEDIN) AND NOT MONTHLY ACTIVE USERS 136 (AS REPORTED BY OTHER PLATFORMS). LINKEDIN DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED ON THE ADDRESSABLE ADVERTISING AUDIENCE ON LINKEDIN ONLY, AND MAY NOT BE REPRESENTATIVE OF ALL ACTIVE LINKEDIN USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.

JAN LINKEDIN AUDIENCE: ADULT PENETRATION 2019 LINKEDIN’S ADDRESSABLE ADVERTISING AUDIENCE, COMPARED TO POPULATION AGED 18+ 60%59% 56%55%55%54% 53%53%51% 50% 43% 39%38% 36% 33% 29%28% 24%23% 22%21%20% 18%18% 14%13%13%12% 11%11%11%11% 9% 8%7% 7% 6%6%6% 6% 4%4% 4%4% 2% S . A K E A . . L E Y L A A A A A A Y Y S E A A A A A T A A A A I D D R K E N M D N G L I I I I I O D N O I I P I D I M N D . L N R D . . E A C I Z S N C N E E D N Y S E Y R S N U A U N A N A I B I R B C K I A C N S R D N N A A N . A A O A . D I G N T A Y T I A N N S E E I P R A A P A P O I R T M R S A X R I W A C A G N A H N U L L M U E G L U A A F R L W E U O I L A A T A N L T S B N E M U I H N E I G T J L E A R R K L O A U PPD O K R K I C S R N A W E E R E A R T I L O A A E R E G F A L M L R G O I E U I Z E C S B Z O G G H A I E I R P T O D H H N V A D N T P M R O T D G H O T T H I I N C U P N T W S O A U M I U E E W O A W O N N S H S S S SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY 137 ACTIVE USERS. NOTE THAT THE ‘ELIGIBLE POPULATION’ FOR LINKEDIN REFERS TO ADULTS AGED 18 AND ABOVE, AND NOT ADULTS AGED 13 AND ABOVE, AS USED FOR THE ELIGIBLE AUDIENCES OF OTHER SOCIAL MEDIA PLATFORMS IN THIS REPORT.

JAN LINKEDIN REACH RANKINGS 2019 BASED ON LINKEDIN’S ADDRESSABLE ADVERTISING AUDIENCE # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ # COUNTRY / TERRITORY REACH ▲QOQ ▲QOQ 01 U.S.A. 150,000,000 0% [UNCHANGED] 11 = AUSTRALIA 11,000,000 +10.0% +1,000,000 02 INDIA 54,000,000 +3.8% +2,000,000 11 = SPAIN 11,000,000 0% [UNCHANGED] 03 CHINA 44,000,000 0% [UNCHANGED] 13 GERMANY 8,800,000 -2.2% -200,000 04 BRAZIL 35,000,000 +2.9% +1,000,000 14 NETHERLANDS 8,300,000 +6.4% +500,000 05 U.K. 27,000,000 +8.0% +2,000,000 15 RUSSIAN FEDERATION 7,600,000 +13.4% +900,000 06 FRANCE 17,000,000 0% [UNCHANGED] 16 PHILIPPINES 7,400,000 +10.4% +700,000 07 CANADA 16,000,000 +6.7% +1,000,000 17 TURKEY 7,300,000 +5.8% +400,000 08= INDONESIA 12,000,000 +9.1% +1,000,000 18 COLOMBIA 7,000,000 +2.9% +200,000 08= ITALY 12,000,000 0% [UNCHANGED] 19 SOUTH AFRICA 6,900,000 +1.5% +100,000 08= MEXICO 12,000,000 -7.7% -1,000,000 20 ARGENTINA 6,800,000 +3.0% +200,000 138 SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018. NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS.

JAN LINKEDIN ADULT PENETRATION RANKINGS 2019 COUNTRIES WITH THE HIGHEST RATES OF LINKEDIN ADVERTISING REACH, COMPARED TO NATIONAL POPULATIONS AGED 18+ # COUNTRY / TERRITORY % 18+ REACH ▲QOQ # COUNTRY / TERRITORY % 18+ REACH ▲QOQ 01 BERMUDA 93% 45,000 0% 11 ARUBA 55% 46,000 +4.5% 02 ICELAND 85% 220,000 0% 12 NEW ZEALAND 55% 2,000,000 +5.3% 03 AMERICAN SAMOA 78% 28,000 +7.7% 13 DENMARK 54% 2,500,000 +4.2% 04 CAYMAN IS. 75% 37,000 0% 14 SINGAPORE 53% 2,600,000 +13.0% 05 ANDORRA 63% 40,000 +5.3% 15 CANADA 53% 16,000,000 +6.7% 06 U.S. VIRGIN IS. 62% 50,000 0% 16 MALTA 53% 190,000 0% 07 NETHERLANDS 60% 8,300,000 +6.4% 17 GUAM 52% 59,000 0% 08 U.S.A. 59% 150,000,000 0% 18 U.K. 51% 27,000,000 +8.0% 09 AUSTRALIA 56% 11,000,000 +10.0% 19 LUXEMBOURG 51% 240,000 +4.3% 10 IRELAND 55% 2,000,000 0% 20 U.A.E. 50% 4,000,000 +11.1% 139 SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. ‘QOQ’ FIGURES REPRESENT THE QUARTER-ON-QUARTER GROWTH vs. OCTOBER 2018. NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS.

JAN LINKEDIN GENDER RATIO RANKINGS 2019 COUNTRIES WITH THE GREATEST GENDER SKEWS IN LINKEDIN’S ADVERTISING AUDIENCE COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT FEMALE SKEW COUNTRIES / TERRITORIES WITH THE MOST SIGNIFICANT MALE SKEW # HIGHEST FEMALE RATIO % ♀ FEMALE USERS # HIGHEST MALE RATIO % ♂ MALE USERS 01 LITHUANIA 69% 120,000 01 YEMEN 89% 110,000 02 LATVIA 67% 97,000 02 IRAQ 85% 380,000 03 CHINA 65% 11,000,000 03 SOMALIA 84% 36,000 04 MYANMAR 60% 98,000 04 AFGHANISTAN 84% 170,000 05 GEORGIA 60% 96,000 05 PAKISTAN 83% 3,300,000 06 BHUTAN 59% 19,000 06 SAUDI ARABIA 83% 2,100,000 07 JAMAICA 59% 170,000 07 LIBYA 82% 120,000 08 ROMANIA 56% 1,000,000 08 CHAD 82% 15,000 09 TONGA 56% 2,500 09 MAURITANIA 81% 24,000 10 MOLDOVA 55% 81,000 10 NIGER 81% 29,000 140 SOURCE: EXTRAPOLATION OF LINKEDIN DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS.

GLOBAL YOUTUBE INSIGHTS 141

JAN TTOP YOP YOUTUBE SEARCH QUERIES IN 20OUTUBE SEARCH QUERIES IN 201188 2019 BASED ON SEARCHES ON THE YOUTUBE PLATFORM THROUGHOUT 2018 # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 SONG 100 11 MINECRAFT 12 02 SONGS 59 12 NEW SONG 11 03 MOVIES 24 13 เพลง 10 04 MUSIC 21 14 BTS 10 05 BABY 20 15 COMEDY 10 06 DJ 19 16 MÚSICA 8 07 KARAOKE 17 17 CARTOON 8 08 MUSICA 16 18 PEPPA 7 09 FORTNITE 16 19 WWE 7 10 HINDI MOVIE 14 20 SONGS 2018 7 142 SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); 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).

JAN MOST-VIEWED YOUTUBE VIDEOS OF ALL TIME 2019 BASED ON THE TOTAL NUMBER OF GLOBAL VIEWS TO JANUARY 2019 # VIDEO VIDEO VIEWS LIKES DISLIKES 01 LUIS FONSI FEAT. DADDY YANKEE – DESPACITO 5,890,000,000 31,600,000 3,800,000 02 ED SHEERAN – SHAPE OF YOU 4,020,000,000 18,760,000 1,050,000 03 WHIZ KHALIFA FEAT. CHARLIE PUTH – SEE YOU AGAIN 3,960,000,000 22,750,000 750,000 04 MARK RONSON FEAT. BRUNO MARS – UPTOWN FUNK 3,430,000,000 12,200,000 750,000 05 GET MOVIES – MASHA AND THE BEAR (EPISODE 17): RECIPE FOR DISASTER 3,400,000,000 4,250,000 2,300,000 06 PSY – GANGNAM STYLE 3,270,000,000 15,250,000 2,150,000 07 JUSTIN BIEBER – SORRY (PURPOSE: THE MOVEMENT) 3,070,000,000 11,150,000 1,450,000 08 MAROON 5 – SUGAR 2,860,000,000 9,650,000 450,000 09 TAYLOR SWIFT – SHAKE IT OFF 2,720,000,000 8,100,000 900,000 10 KATY PERRY – ROAR 2,710,000,000 9,000,000 750,000 143 SOURCES: DBASE (JANUARY 2019); YOUTUBE (JANUARY 2019). VIEW COUNTS HAVE BEEN ROUNDED TO THE NEAREST 10 MILLION; LIKES AND DISLIKES TO THE NEAREST 50,000.

JAN TOP YOUTUBE ACCOUNTS 2019 YOUTUBE CHANNELS WITH THE GREATEST NUMBER OF SUBSCRIBERS # ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS # ACCOUNT NAME SUBSCRIBERS TOTAL VIEWS 01 PEWDIEPIE 80,966,144 20,062,557,279 11 HOLASOYGERMAN 35,330,388 3,750,932,284 02 T-SERIES 80,582,001 58,887,301,801 12 JUSTINBIEBERVEVO 33,917,924 18,296,518,925 03 5-MINUTE CRAFTS 46,833,105 11,631,403,326 13 WHINDERSSONNUNES 33,849,447 2,761,367,140 04 CANAL KONDZILLA 45,461,411 22,402,288,625 14 BADABUN 33,810,940 8,926,671,451 05 JUSTIN BIEBER 42,825,053 18,939,094,641 15 ELRUBIUSOMG 33,137,770 7,240,372,417 06 SET INDIA 39,686,629 27,443,839,706 16 COCOMELON 32,823,651 17,316,617,237 07 WWE 38,606,540 29,372,043,394 17 TAYLOR SWIFT 32,043,063 16,428,363,289 08 DUDE PERFECT 38,139,286 7,001,756,552 18 KATY PERRY 32,029,043 17,174,539,103 09 ED SHEERAN 36,489,362 15,821,238,795 19 JUEGAGERMAN 31,920,320 8,553,437,015 10 EMINEMMUSIC 35,424,882 13,291,442,912 20 FERNANFLOO 31,450,943 6,682,346,054 144 SOURCE: DBASE (JANUARY 2019); YOUTUBE (JANUARY 2019); KEPIOS ANALYSIS.

HOOTSUITE’S PERSPECTIVE: SOCIAL MEDIA THEMES Rebuilding trust. In the wake of Cambridge Analytica and the fight against fake news, consumer trust in social media channels plummeted, while trust in experts, journalists, and immediate circles on social media increased. Building employee advocacy programs, one-to-one messaging at scale, and renewing customer communities will be key strategies for brands in 2019. Storifying social. Stories—the ephemeral visual slideshows—will surpass feeds as the primary way people share content within the next year. 64% of marketers have either implemented Instagram Stories into their strategy or plan to do so in the next 12 months, according to Hootsuite’s 2019 Social Trends survey. Closing the ads gap. More competition on paid social is forcing marketers to up their game. Marketers recognize that to see real ROI, they need to pair ad budgets with an equal investment of time, creativity, and targeting savvy. Cracking the commerce code. Improved social shopping technologies have begun to fuel e-commerce sales. These innovations include Instagram’s shoppable posts, more brands using live streaming to sell products, and new in-stream buying plugins for Instagram. Messaging eats the world. Top messaging apps—WhatsApp, Facebook Messenger, WeChat, QQ, and Skype—now collectively count nearly five billion monthly active users. The core challenge is scaling one-to-one customer interactions on social. Advertising tactics will also need to adapt, requiring sharper targeting and conversational tact. Click here to download Hootsuite’s 2019 report on these 5 trends including new strategies and best-in-class brand examples. 145

WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2019 The question of authenticity is being examined ever more closely. Local and minority voices offer one perspective, contrasting with the rise of ‘virtual influencers’. Niche content is another way to be authentic in specific, closed groups. LOCAL LEGITIMACY MINORITY IMPACT MEMES GO NICHE FAKE AUTHENTICITY This year we saw a fight back Marginalised groups are becoming ‘Niche memes’ have become This year has seen the against the homogenisation of the most influential microcosms on a way for young people to emergence of virtual influencers global culture with grassroots social. Brands who ignore them could close off outsiders and share with Instagram stars such as Lil campaigns to give local voices be left out of the conversations driving vulnerabilities as well as in-jokes. Miquela and Shudu gathering a platform through social. culture. Meanwhile, brands will be Some brands have used them millions of followers. This is Brands need to be global in called on to proactively combat to foster deeper connections a trend set to continue but outlook but local in attitude. hate speech in their social channels. with hard-to-reach audiences. brands need to tread carefully. Download our Think Forward report and dive into these trends and more. 146

MOBILE SOCIAL MEDIA USE 147

JAN MOBILE SOCIAL MEDIA PENETRATION BY REGION 2019 ACTIVE ACCOUNTS ON THE TOP PLATFORMS IN EACH COUNTRY / TERRITORY ACCESSING VIA MOBILE, COMPARED TO POPULATION NORTHERN EUROPE EASTERN 59% EUROPE NORTHERN 40% AMERICA 61% WESTERN 50% 8% CENTRAL EUROPE 45% ASIA SOUTHERN EASTERN EUROPE 70% ASIA CARIBBEAN NORTHERN 37% 46% AFRICA 59% 44% WESTERN 22% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 12% ASIA WESTERN 6% 56% SOUTH-EASTERN AFRICA ASIA 61% 7% EASTERN AFRICA SOUTHERN AMERICA 36% 51% SOUTHERN OCEANIA AFRICA SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 148 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.

JAN MOBILE SOCIAL MEDIA USE: REGIONAL OVERVIEW 2019 MONTHLY MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH REGION (IN MILLIONS), COMPARED TO POPULATION 1,157 NUMBER OF USERS, IN MILLIONS PENETRATION vs. TOTAL POPULATION 418 370 262 222 128 117 107 90 87 78 62 45 32 24 21 19 11 6 70% 22% 56% 61% 61% 46% 40% 59% 37% 45% 50% 59% 12% 7% 36% 51% 44% 6% 8% N A N A T A N A N A N A N E L A N A N E N E N E N A N A N A A N E A L A R I R I S I R C R C R I R P A C R C R P R P R P R C R C R C I A L C A I E S E S A S E I E I E S E O R I E I E O E O E O E I E I E I N E D I R S T A H A E A H R R T A T R T R R T R H R R T R T R H R A D R T A S H E H E S S N E H F S H S F S F F E I F N T T T U T A U T U T U A A T A BB A A U T U M R M E A E E M R E E U E R E E A U C I M E E O U O A O A W E C A O W O O W E O O R C S O S N N S N S A S C SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 149 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.

JAN MOBILE SOCIAL MEDIA PENETRATION IN 2019 2019 MOBILE-ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORKS IN EACH COUNTRY / TERRITORY, COMPARED TO POPULATION 92%89% 85% 74%72% 72%71% 71%69% 67%65%64%64% 64%64% 62%61%61%61%60%59% 58%58%58%57%56% 53%52%52%50% 48%47% 44%43%42%42%42% 40% 38%38% 36% 21%18% 15%12% . A A E A A S K A A L . A . L S Y Y E A A E A A A T Y A A A A E N I G R D D I N O I I N A M K D M L N I I O D I D I P I I . E S N E N R L E Z . D . A D E I C S D N C Y N Y R A A R N N N I C B A S A U N U K A A B C N I R S I D N . Y O I N A A D I A P . A G I N T N E T S A N E O P H A T I A R X M R N A R I P A C A W S A R G N A U W O A L L M E A U U L G A R L L U F I E I A I N T E B J T N T L A U S N E M H G K L K C PP A O E L R O R D U R A K I A A E I N S W E A R R E T A E L O R A G L E M L I R F O R G T H G H G I Z E U S V C O I B E D I O Z R A P H E N T M N T R H D A O P D T O T G N I P C H N U I U O S A W T I M U O E E A W W O S H N N S S S 150 SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.

JAN MOBILE SOCIAL MEDIA USERS OVER TIME 2019 NUMBER OF MOBILE SOCIAL MEDIA USERS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE 3,256 2,958 2,549 1,968 1,685 862 +95% +17% +30% +16% +10% 2014 2015 2016 2017 2018 2019 151 SOURCE: BASED ON DATA PUBLISHED IN PREVIOUS ‘GLOBAL DIGITAL’ REPORTS. SEE HTTPS://DATAREPORTAL.COM/ FOR FULL DETAILS.

JAN MOBILE SOCIAL MEDIA PENETRATION RANKING 2019 BASED ON MOBILE SOCIAL MEDIA PENETRATION IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # HIGHEST PENETRATION % NO. OF USERS # LOWEST PENETRATION % NO. OF USERS 01 QATAR 99% 2,700,000 216 NORTH KOREA 0.04% 9,800 02 U.A.E. 92% 8,800,000 215 TURKMENISTAN 0.4% 21,000 03 TAIWAN 89% 21,000,000 214 CHAD 0.8% 120,000 04 SOUTH KOREA 85% 43,662,000 213 ERITREA 1.0% 53,000 05 BRUNEI 82% 360,000 212 SOUTH SUDAN 1.7% 220,000 06 CAYMAN IS. 81% 51,000 211 NIGER 2.0% 450,000 07 MALTA 81% 350,000 210 CENTRAL AFRICAN REP. 2.0% 97,000 08 MALDIVES 78% 350,000 209 TAJIKISTAN 2.6% 240,000 09 ARUBA 77% 82,000 208 MALAWI 2.6% 510,000 10 CYPRUS 77% 920,000 207 DEM. REP. OF CONGO 2.8% 2,400,000 152 SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE.

JAN MOBILE SOCIAL MEDIA GROWTH RANKINGS 2019 BASED ON THE YEAR-ON-YEAR CHANGE IN MOBILE SOCIAL MEDIA USERS IN COUNTRIES WITH POPULATIONS OVER 50,000 # ABSOLUTE INCREASE ▲ USERS ▲% # PERCENTAGE CHANGE ▲% ▲ USERS 01 CHINA +95,325,000 +10% 01 WESTERN SAHARA +442% +106,000 02 INDIA +60,000,000 +26% 02 ETHIOPIA +56% +2,000,000 03= BRAZIL +10,000,000 +8% 03 U.S. VIRGIN IS. +55% +12,000 03= INDONESIA +10,000,000 +8% 04 CUBA +53% +2,230,732 03= PHILIPPINES +10,000,000 +16% 05 KYRGYZSTAN +48% +310,000 06 VIETNAM +8,000,000 +16% 06 KAZAKHSTAN +44% +1,100,000 07 JAPAN +7,000,000 +10% 07 BURUNDI +43% +130,000 08= MEXICO +6,000,000 +8% 08 BURKINA FASO +43% +360,000 08= NIGERIA +6,000,000 +35% 09 TAJIKISTAN +41% +70,000 08= SOUTH AFRICA +6,000,000 +38% 10 SOUTH AFRICA +38% +6,000,000 SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 153 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. GROWTH FIGURES BASED ON DATA REPORTED IN WE ARE SOCIAL & HOOTSUITE’S ‘DIGITAL 2018’ REPORTS.

GLOBAL MOBILE USE 154

JAN MOBILE USERS vs. MOBILE CONNECTIONS 2019 A COMPARISON OF UNIQUE MOBILE USERS TO MOBILE CONNECTIONS NUMBER OF UNIQUE UNIQUE MOBILE TOTAL NUMBER MOBILE CONNECTIONS AVERAGE NUMBER OF MOBILE USERS (ANY USERS AS A PERCENTAGE OF MOBILE AS A PERCENTAGE OF CONNECTIONS PER TYPE OF HANDSET) OF TOTAL POPULATION CONNECTIONS TOTAL POPULATION UNIQUE MOBILE USER 5.112 67% 8.842 115% 1.73 BILLION BILLION SOURCE: GSMA INTELLIGENCE (JANUARY 2019). NOTE: TOTAL GLOBAL CONNECTION FIGURES QUOTED HERE ALSO INCLUDE IOT CELLULAR CONNECTIONS, WHICH ARE NOT INCLUDED IN 155 THE LOCAL COUNTRY CONNECTION FIGURES CITED ELSEWHERE IN THESE REPORTS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS ARE NOT DIRECTLY COMPARABLE TO OUR DIGITAL 2018 REPORTS.

JAN PERSPECTIVE: MOBILE USERS vs. CONNECTIONS 2019 COMPARING THE NUMBER OF UNIQUE INDIVIDUALS USING MOBILE PHONES TO THE NUMBER OF MOBILE CONNECTIONS GSMA INTELLIGENCE DATA ERICSSON MOBILITY REPORT DATA TOTAL NUMBER TOTAL NUMBER TOTAL NUMBER TOTAL NUMBER OF MOBILE USERS OF MOBILE OF MOBILE USERS OF MOBILE (UNIQUE INDIVIDUALS) CONNECTIONS (UNIQUE INDIVIDUALS) CONNECTIONS 5.1 8.8 5.6 7.9 BILLION BILLION BILLION BILLION SOURCES: GSMA INTELLIGENCE (JANUARY 2019); ERICSSON MOBILITY REPORT (NOVEMBER 2018); ERICSSON MOBILITY CALCULATOR (JANUARY 2019). NOTE: GSMA INTELLIGENCE TOTAL 156 GLOBAL CONNECTION FIGURES QUOTED HERE ALSO INCLUDE IOT CELLULAR CONNECTIONS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN MOBILE CONNECTIVITY BY REGION 2019 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS) NORTHERN EUROPE EASTERN 120% EUROPE NORTHERN 154% AMERICA 105% WESTERN 132% 103% CENTRAL EUROPE 116% ASIA SOUTHERN EASTERN EUROPE 111% ASIA CARIBBEAN NORTHERN 102% 101% AFRICA 96% 73% WESTERN 91% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 86% ASIA WESTERN 53% 129% SOUTH-EASTERN AFRICA ASIA 109% 62% EASTERN AFRICA SOUTHERN AMERICA 162% 108% SOUTHERN OCEANIA AFRICA SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. ADVISORY: MOBILE 157 CONNECTIONS DO NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.

JAN MOBILE CONNECTIVITY: REGIONAL OVERVIEW 2019 MOBILE CONNECTIONS (IN MILLIONS), AND MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION, BY REGION 1,842 1,725 NUMBER OF CONNECTIONS, IN MILLIONS NUMBER OF CONNECTIONS vs. TOTAL POPULATION 853 470 448 382 333 279 273 246 226 202 174 126 107 90 74 45 32 111% 91% 129% 109% 154% 105% 86% 101% 62% 102% 116% 132% 96% 120% 162% 53% 103% 108% 73% N A N A T A N A N E N A N A N A N A N A N E N E L A N E N A E A L A A N R I R I S I R C R P R C R C R I R C R C R P R P A C R P R C L C A I I A E S E S A S E I E O E I E I E S E I E I E O E O R I E O E I D I R S N E T A H A E A H R T R R T R T A T R R T R H R T R R H R D R T A A S H E S H E S F S S F H F S N E H F I F N E T T U T A A T A U T U T U T A A BB A U T U M A E R M E E A R E E U E E M R E U M E C I E O U O A E O A W W E O W O C A O O C O R S O S N N S N S A S C 158 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.

JAN MOBILE CONNECTIVITY IN 2019 2019 MOBILE CONNECTIONS BY COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION 200% 181% 172%170% 154%153%151%148%147% 146%145%144% 135%133%133%133%133%131%130%130%129% 126%125%120%120% 118%117%116%116%115% 109%107%106%106%102% 99%98%93% 93%93%91% 88%87%84% 75% . A A K L A Y E A A Y A A A A A A S E A . S . L E T A Y A A A E G I I M N N L R D D D I I I D I O N N I K A I D P M I O I . C R A E N N N S N L S E I E D . D . Z C Y D E Y R A N S I R A A A I N N B N C A R A B I N U S N K U D C . S A G T P D T O E A A Y N I N . A N A N I I E O R S N I P T A A A R A A A C P M I W H R A G R N X U U F M U A E L L L R L A W O U A L E G I T T J A N I N M T H I S A B E N U L E G K R A U A R L O K O PP D C L R E K I N R E W E A O R S A E A I L R A T E I G E O G A R L L R F M G H E O A V S G H Z P D E U I Z O T H I R E I C B N T D P N R T G A D T M T O H O N I N U I C P H O U S A W I M U T O E A W O W E H S N S S S N 159 SOURCE: GSMA INTELLIGENCE (Q4 2018).

JAN MOBILE CONNECTIONS OVER TIME 2019 NUMBER OF MOBILE CONNECTIONS (IN MILLIONS), WITH YEAR-ON-YEAR CHANGE 8,485 8,842 8,050 7,090 7,320 6,573 +7.9% +3.2% +10% +5.4% +4.2% 2014 2015 2016 2017 2018 2019 SOURCES: THE NUMBERS REPORTED IN OUR GLOBAL DIGITAL REPORTS FOR THE RESPECTIVE YEAR, BASED ON NUMBERS FROM GSMA INTELLIGENCE. NOTES: FIGURES FOR SOME YEARS 160 REFLECT CHANGES IN THE BASE DATA AS WELL AS CHANGES IN ACTUAL CONNECTIONS, WHICH MAY MEAN THAT YEAR-ON-YEAR COMPARISONS ARE LESS REPRESENTATIVE. TOTAL CONNECTION FIGURES ALSO INCLUDE IOT CELLULAR CONNECTIONS.

JAN MOBILE CONNECTIVITMOBILE CONNECTIVITY RY RANKINGSANKINGS 2019 BASED ON MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # HIGHEST CONNECTIVITY % CONNECTIONS # LOWEST CONNECTIVITY % CONNECTIONS 01 MACAU 316% 2,010,818 213 MARSHALL IS. 12% 6,129 02 MALDIVES 218% 977,496 212 ERITREA 13% 674,872 03 U.A.E. 200% 19,227,673 211 SOUTH SUDAN 14% 1,844,709 04 U.S. VIRGIN IS. 198% 207,535 210 NORTH KOREA 17% 4,276,383 05 MONTENEGRO 197% 1,237,608 209 MICRONESIA 22% 23,734 06 FINLAND 189% 10,511,515 208 MADAGASCAR 31% 8,304,675 07 HONG KONG 181% 13,521,946 207 PAPUA NEW GUINEA 32% 2,734,008 08 ANTIGUA & BARBUDA 181% 187,169 206 CHAD 37% 5,743,147 09 SEYCHELLES 179% 170,713 205 CUBA 40% 4,571,223 10 COSTA RICA 178% 8,880,689 204 DJIBOUTI 41% 400,391 161 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN MOBILE CONNECTIVITY GROWTH: RELATIVE 2019 BASED ON MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # PERCENTAGE CHANGE ▲% CONNECTIONS # PERCENTAGE CHANGE ▲% CONNECTIONS 01 BHUTAN +24% +172,252 11 ERITREA +12% +69,644 02 MONTENEGRO +18% +192,934 12 BAHRAIN +11% +270,815 03 LIBERIA +15% +412,239 13 GHANA +11% +3,847,263 04 KENYA +15% +5,945,298 14 ZAMBIA +11% +1,429,173 05 RWANDA +14% +1,212,594 15 FIJI +10% + 113 ,18 9 06 VANUATU +12% +36,477 16 KIRIBATI +10% +5,282 07 SOMALIA +12% +823,859 17 MARSHALL IS. +10% +558 08 TOGO +12% +715,695 18 NORTH KOREA +10% +385,832 09 ISLE OF MAN +12% +11,633 19 SOUTH AFRICA +10% +8,786,116 10 NIGER +12% +1,026,424 20 SIERRA LEONE +10% +543,107 162 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN MOBILE CONNECTIVITY GROWTH: ABSOLUTE 2019 BASED ON MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # ABSOLUTE CHANGE CONNECTIONS ▲% # ABSOLUTE CHANGE CONNECTIONS ▲% 01 CHINA +121,873,000 +9% 11 PHILIPPINES +5,061,185 +4% 02 INDIA +32,195,853 +3% 12 GHANA +3,847,263 +11% 03 BANGLADESH +12,957,986 +9% 13 MYANMAR +3,803,249 +7% 04 NIGERIA +10,234,915 +7% 14 MEXICO +3,431,168 +3% 05 SOUTH AFRICA +8,786,116 +10% 15 TANZANIA +3,394,999 +8% 06 PAKISTAN +8,152,350 +6% 16 SAUDI ARABIA +3,338,657 +8% 07 JAPAN +6,909,275 +4% 17 VIETNAM +3,316,632 +2% 08 U.S.A. +6,254,480 +2% 18 DEM. REP. OF CONGO +3,274,354 +9% 09 KENYA +5,945,298 +15% 19 NEPAL +2,880,746 +8% 10 ETHIOPIA +5,741,795 +9% 20 TURKEY +2,871,262 +4% 163 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN MOBILE CONNECTIVITY BY DEVICE 2019 BASED ON MOBILE CONNECTIONS* ASSOCIATED WITH VARIOUS KINDS OF MOBILE DEVICE MOBILE CONNECTIONS* SMARTPHONE MOBILE CONNECTIONS* FEATURE PHONE ASSOCIATED WITH CONNECTIONS vs. ASSOCIATED WITH CONNECTIONS vs. SMARTPHONES TOTAL CONNECTIONS* FEATURE PHONES TOTAL CONNECTIONS* 5.453 67% 2.444 30% BILLION BILLION SOURCE: ERICSSON MOBILITY VISUALIZER (ACCESSED JANUARY 2019). FIGURES REFERENCE REPORTED DATA FOR 2019. *NOTE: TOTAL CONNECTIONS ALSO INCLUDE APPROXIMATELY 270 164 MILLION MOBILE CONNECTIONS (3.3% OF THE TOTAL) USED BY MOBILE PCS, TABLETS, AND ROUTER DEVICES. ADVISORY: ERICSSON REPORTS A DIFFERENT NUMBER FOR TOTAL GLOBAL CONNECTIONS COMPARED TO THE GSMA INTELLIGENCE FIGURES WE CITE ELSEWHERE IN THIS REPORT, SO FIGURES WILL NOT BE DIRECTLY COMPARABLE.

JAN MOBILE CONNECTIONS BY TYPE 2019 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE CONNECTIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G & 4G) 8.842 115% 75% 25% 71% BILLION SOURCE: GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). NOTE: THE FIGURE FOR TOTAL MOBILE CONNECTIONS QUOTED HERE ALSO INCLUDES IOT CELLULAR CONNECTIONS. 165 ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN PRE-PAID SHARE OF MOBILE CONNECTIONS 2019 MOBILE CONNECTIONS THAT ARE PAID IN ADVANCE, AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS 99%97%97%96%96% 92%92% 88%87%87% 84%83%83% 80%77%77% 76%76%75%72% 71% 63% 58% 54% 48%47% 43% 39%36% 33% 31%31%30% 26% 22%21%21%19% 17%15%14%13% 9% 7% 0.3% A A A A S A T A . Y A A A A E A A L L Y Y E A . A . S K A E A I I I O M P O E L I D I I I I D D G R I D D K I A N N M N N S Y R E Y C . D S N Z N A E N L N . . I E D R D C E N D C A C I A A B N S N B I I K N N N U R S A U A R A E N E N I . T S I Y A G A O A T . D N I A A N P A I N C N G X R I M A H A W T R A R A O P R A A S P E I F U L U R A L U L L L U E G W M A O A H N G T E E I N B T U M A T S A L I N J K I PP O A O R C D L A E K R U L R K I E A A L E R T R R S O E W E A N A G O L R I M L A E G R F D N I O V H H I R G Z O I G E U P Z A S E B T E C H H T O T D O M R P G N A T D T N P C U N I I H I M U A W O S T U O A W E W E O S S N H S N S 166 SOURCE: GSMA INTELLIGENCE (Q4 2018).

JAN MOBILE CONNECTIONS: PRE-PAID vs. POST-PAID 2019 BASED ON MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 # HIGHEST RATIO OF PRE-PAID PRE-PAID SHARE # HIGHEST RATIO OF POST-PAID POST-PAID SHARE 01= DJIBOUTI 100% 01 JAPAN 100% 01= NORTH KOREA 100% 02 SOUTH KOREA 94% 01= MARSHALL IS. 100% 03 FINLAND 92% 01= MICRONESIA 100% 04 FRANCE 91% 05 BURKINA FASO 100% 05 JERSEY 87% 06 CHAD 100% 06 CANADA 87% 07 BURUNDI 100% 07 DENMARK 86% 08 MALI 100% 08 ISRAEL 85% 09 GUINEA-BISSAU 100% 09 TAIWAN 85% 10 TIMOR-LESTE 99% 10 BULGARIA 84% 167 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. *NOTE: PERCENTAGES SHOWN IN THESE TABLES HAVE BEEN ROUNDED TO THE NEAREST WHOLE PERCENT, BUT THE RANKINGS ARE BASED ON MORE DETAILED NUMBERS.

JAN GSMA INTELLIGENCE’S CONNECTIVITY INDEX 2019 GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY (SCORES OUT OF A MAXIMUM OF 100) 88.94 87.85 86.55 84.45 84.33 84.33 84.18 84.16 83.70 83.37 83.05 82.41 81.81 81.78 81.59 80.73 80.04 79.87 79.70 76.97 76.69 74.86 74.27 73.98 71.28 70.66 70.41 68.21 67.97 67.94 67.28 67.25 64.81 64.76 63.03 61.12 59.89 58.04 56.45 53.67 52.73 50.95 45.91 A E K A . S A A . Y E L Y . A A A Y A A S A L A A T A A A A I D R N K D D I A M G N N D L E I D I I O I I M I O P I I L N R E D . D N E N R . N U A C I A N . N S N B E S C N E B Z A S C C Y N Y R O A U R S I N A G A A I K I I I D A D A N T . A P N T . S Y N A E N E R A P A A S O P A I H A A R X T I M R N R C G N A L M E N A L O L U G A A S U L U U L R A N F E I E G T A A L R K E U M L K J R T C R I U L E N PP O B T A O H K I S N W A E R R E R O A A T E I E E G R F A M L L I O R G U Z E S C E Z H I A E B G O P H I G I V D H O N A N D T T G P T D M R H O T I H I N U P C N W S T U O A I U M E E W O A O N N S S H S S 168 SOURCE: GSMA INTELLIGENCE MOBILE CONNECTIVITY INDEX. FOR MORE INFORMATION, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/

GLOBAL MOBILE INTERNET USE 169

JAN BROADBAND MOBILE CONNECTIVITY 2019 THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE INDIVIDUALS*) NORTHERN EUROPE EASTERN 108% EUROPE NORTHERN 112% AMERICA 97% WESTERN 105% 58% CENTRAL EUROPE 102% ASIA SOUTHERN EASTERN EUROPE 97% ASIA CARIBBEAN NORTHERN 69% 69% AFRICA 70% 36% WESTERN 47% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 40% ASIA WESTERN 17% 101% SOUTH-EASTERN AFRICA ASIA 86% 28% EASTERN AFRICA SOUTHERN AMERICA 99% 100% SOUTHERN OCEANIA AFRICA SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. *NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. MOBILE SUBSCRIPTIONS DO 170 NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED LAST YEAR.

JAN MOBILE BROADBAND: REGIONAL OVERVIEW 2019 BROADBAND MOBILE CONNECTIONS (IN MILLIONS), AND AS A PERCENTAGE OF TOTAL POPULATION, BY REGION 1,606 NUMBER OF CONNECTIONS, IN MILLIONS NUMBER OF CONNECTIONS vs. TOTAL POPULATION 891 669 371 356 326 199 190 165 162 155 126 123 114 66 42 42 29 16 97% 47% 101% 86% 97% 112% 102% 69% 69% 105% 40% 70% 28% 108% 99% 58% 100% 17% 36% N A N A T A N A N A N E N E N A N A N E N A L A N A N E N A L A A E A N R I R I S I R C R C R P R P R I R C R P R C A C R C R P R C A I I L C A E S E S A S E I E I E O E O E S E I E O E I R I E I E O E I R S N D I E T A H A E A H R R T R T R T A R H R T R T R T R R H R T A A D R S H E H E S S S H F S F N E S F H F N E I F T T T U U T A T U A A T U T A A BB A U T U M R M A E E E E R U E E E M A R E U E C M I E O U O A O A E W W O O W C A E O O C O R S O S N N S N S A S C SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. MOBILE SUBSCRIPTIONS DO 171 NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED LAST YEAR.

JAN MOBILE BROADBAND CONNECTIVITY IN 2019 2019 THE NUMBER OF BROADBAND MOBILE CONNECTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE INDIVIDUALS*) 168% 158% 146%145%143%142% 133%133%132%130%128% 126%121% 120%119%117%116% 112%111%108% 104%103%103%99%99% 98%98%93% 91% 91%89% 84%83%80% 76%76%75%74%73%71% 67%66% 47% 40%39% . A K E L A A Y A Y A A A A A S . . A S L A E A A Y E T A A A E G I N R N D I I D D N L I I D I N A K I D I M O P M O I I . R E A L N E N S S N C N E I . . D Z D C E D Y Y R A N R A N S N A A R I I B A S U N N N B K U I C A C D . T P A O D G A S T A E Y N . I N A A N I I N E O S P A R A A I A R T A I P H R A A M R W C G N X N U A M E L U U L L W O A L F R U A L G I E J A I T T I M N N S A B N H U L E T E G K U R A R K L A PP C L R E O D O K I N W A R S E A R O E A I A R T E L E G E O A L R F G L R I M G A E S H O U Z Z T H E D P H G I I E C I B R O V N D N T P A T T G M T R D H O O N I I N U P H C O S W U I U A T M E W O O A E W H N S S S S N 172 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. *NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. MOBILE SUBSCRIPTIONS DO NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON.

JAN MOBILE BROADBAND CONNECTIVITY RANKINGS 2019 BASED ON BROADBAND MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 HIGHEST RATIO OF 3G & 4G CONNECTIONS vs. POPULATION LOWEST RATIO OF 3G & 4G CONNECTIONS vs. POPULATION # HIGHEST CONNECTIVITY % CONNECTIONS # LOWEST CONNECTIVITY % CONNECTIONS 01 MACAU 313% 1,994,329 212 MARSHALL IS. 0.5% 245 02 FINLAND 168% 9,337,379 211 CUBA 0.8% 91,424 03 U.A.E. 168% 16,112,790 210 COMOROS 1.5% 12,868 04 HONG KONG 158% 11,765,445 209 EQUATORIAL GUINEA 1.9% 25,692 05 KUWAIT 154% 6,500,995 208 MICRONESIA 3.7% 3,954 06 AUSTRIA 146% 12,768,475 207 SOUTH SUDAN 5.0% 654,872 07 JAPAN 145% 184,117,190 206 PALESTINE 5.3% 271,437 08 DENMARK 143% 8,249,179 205 NIGER 6.8% 1,554,141 09 SINGAPORE 142% 8,291,584 204 CHAD 6.9% 1,082,583 10 COSTA RICA 138% 6,844,347 203 CENTRAL AFRICAN REP. 7.6% 365,189 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. *NOTES: FIGURES ARE BASED ON COMPARISONS TO TOTAL POPULATION, REGARDLESS OF AGE. MOBILE SUBSCRIPTIONS DO 173 NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN BROADBAND SHARE OF MOBILE CONNECTIONS 2019 3G & 4G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS 100%100%100%99%99%99%97% 96%96%95%93%93% 91%91%89%89%89% 87%86%86% 86%85%85%85%85%85%84%84% 82%82%81%79% 78%76%76% 74%71% 66% 62%62%61% 54%52% 45%44% A A E A A K . . A L Y L S S E A A . Y Y A A T A E A A A A A A I N D R N I D D A K N I I G M D N I E L D I O P I I O I I M L E D N R . . E S Z N A D E C I S . E N N Y D C R Y A R N A R N S U N N U N A A A K B C I S I B N I C D A A O P T A A . D Y A A G N N N I I E . T I S E N R A P S A A R O I H A P I R A A X T G W M A R C N N W O L A L L M U E A U A G L U L R U F I E T I I A J N B M T A L S N U E N E H G T K U R A L K L PP R C E R D O A O I K S A A E A N W R R I E R T O A E L E G E A R L F O M L G R I U T H H A Z C Z E S E G O E I B I D P I G R H O N V A T T N T D M G P H D R O O T I I N H P N U C U S W O T I A U M O W E E A W O S S N H N S S 174 SOURCE: GSMA INTELLIGENCE (Q4 2018).

JAN BROADBAND’S SHARE OF CONNECTIONS OVER TIME 2019 3G & 4G MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL MOBILE CONNECTIONS, WITH YEAR-ON-YEAR CHANGE 71% 61% 47% 51% 39% 30% +30% +21% +8.5% +20% +16% 2014 2015 2016 2017 2018 2019 175 SOURCE: GSMA INTELLIGENCE. NOTE: DATA FOR 2014 IS EXTRAPOLATED FROM A SMALLER BASE OF COUNTRIES.

JAN MOBILE BROADBAND vs. ALL CONNECTIONS 2019 BASED ON BROADBAND MOBILE CONNECTIONS IN COUNTRIES / TERRITORIES WITH POPULATIONS OVER 50,000 HIGHEST RATIO OF 3G & 4G CONNECTIONS vs. ALL CONNECTIONS LOWEST RATIO OF 3G & 4G CONNECTIONS vs. ALL CONNECTIONS # HIGHEST BROADBAND RATIO % CONNECTIONS # LOWEST BROADBAND RATIO % CONNECTIONS 01= AUSTRALIA 100% 32,473,712 212 CUBA 2.0% 91,424 01= NORTH KOREA 100% 4,276,383 211 COMOROS 3.0% 12,868 01= TAIWAN 100% 28,475,633 210 EQUATORIAL GUINEA 4.0% 25,692 04 SOUTH KOREA 100% 60,191,214 209 MARSHALL IS. 4.0% 245 05 THAILAND 99% 91,828,797 208 PALESTINE 6.3% 271,437 06 MACAU 99% 1,994,329 207 GREENLAND 8.8% 5,097 07 SINGAPORE 99% 8,291,584 206 YEMEN 14% 2,642,378 08 JAPAN 99% 184,117,190 205 NIGER 16% 1,554,141 09 AUSTRIA 97% 12,768,475 204 GRENADA 16% 20,721 10 SWITZERLAND 96% 10,407,200 203 MICRONESIA 17% 3,954 176 SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. FIGURES ARE BASED ON MOBILE CONNECTIONS THAT ARE 3G AND ABOVE. ADVISORY: GSMA INTELLIGENCE HAS REVISED ITS DATA SINCE OUR DIGITAL 2018 REPORTS, SO THESE NUMBERS MAY NOT BE DIRECTLY COMPARABLE TO THOSE WE PUBLISHED IN LAST YEAR’S REPORTS.

JAN AVERAGE MOBILE INTERNET CONNECTION SPEEDS 2019 AVERAGE DOWNLOAD SPEED OF MOBILE INTERNET CONNECTIONS, IN MBPS 63.161.0 56.555.1 51.050.2 48.147.547.346.5 42.841.3 40.3 36.9 34.134.132.032.0 31.730.930.229.729.429.3 29.227.9 25.525.1 22.121.621.220.820.819.9 19.419.017.617.5 17.015.515.1 11.710.510.1 8.8 A E A S A . K E A Y . Y L Y A A . A E L A A A A T A S A A A A R I M E D N D N I N G A N L I K D D M I O O I I D I P I I I D L D E . R E N C I E . N A . N C D Z S N Y Y E R S R U A N A R A K N S A A N B U I I N A C C I S N B D N A O A N I . A D N T . A P G T I A I Y S N N E E P R A A S P R O I H A A R W A N R X C T A M G I N A O G U L M E L W A U A U R L F L A U L E I N A T A L I S U M J T T B E N I E G N H L K R A R U K C A D E O L R O K PP I A S E E N W A T R R A O L R E E A I G R E F I M R A L L O G C U E H B Z E S Z T A G E O I P H R I V O G H I N D N A T T D G P D T O M R T O H I H I N U C P N S T U W O U M A I E O W E A O W N S S N H S S 177 SOURCE: OOKLA SPEEDTEST (DECEMBER 2018).

JAN EVOLUTION OF MOBILE DATA CONSUMPTION 2019 TOTAL MONTHLY GLOBAL MOBILE DATA TRAFFIC (UPLOAD & DOWNLOAD), IN EXABYTES (BILLIONS OF GIGABYTES) 20 18 16 14 MONTHLY MOBILE DATA USED BY THE 7.0GB 12 AVERAGE SMARTPHONE WORLDWIDE: 10 08 06 04 02 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2013 2013 2013 2014 2014 2014 2014 2015 2015 2015 2015 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 178 SOURCES: ERICSSON MOBILITY REPORT (NOVEMBER 2018), AND DATA EXTRAPOLATED FROM ERICSSON’S MOBILITY VISUALIZER TOOL (JANUARY 2019).

JAN MOBILE DATA TRAFFIC BY REGION 2019 TOTAL MONTHLY MOBILE DATA TRAFFIC TO SMARTPHONES, BY REGION LATIN NORTH ASIA- MIDDLE EAST WESTERN, CENTRAL, AMERICA AMERICA PACIFIC & AFRICA & EASTERN EUROPE 2.09 3.57 19.43 2.56 4.87 BILLION BILLION BILLION BILLION BILLION GIGABYTES GIGABYTES GIGABYTES GIGABYTES GIGABYTES ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: ANNUAL CHANGE: +45% +32% +29% +57% +45% 179 SOURCE: ERICSSON MOBILITY CALCULATOR (JANUARY 2019).

JAN MONTHLY MOBILE DATA USE BY REGION 2019 THE AVERAGE TOTAL AMOUNT OF MOBILE DATA CONSUMED EACH MONTH BY REGION, IN EXABYTES (BILLIONS OF GIGABYTES) 12.1 3.7 3.6 3.2 2.8 2.3 1.9 1.8 NORTHEAST NORTH INDIA WESTERN SOUTHEAST ASIA MIDDLE EAST LATIN CENTRAL & ASIA AMERICA EUROPE & OCEANIA & AFRICA AMERICA EASTERN EUROPE 180 SOURCE: ERICSSON MOBILITY CALCULATOR (JANUARY 2019). FIGURES REPRESENT THE AVERAGE OF 2018 AND 2019 DATA FOR ALL DEVICES.

JAN SHARE OF FACEBOOK ACCESS BY MOBILE OS 2019 BASED ON EACH OPERATING SYSTEM’S SHARE OF GLOBAL FACEBOOK USERS ACCESSING VIA SMARTPHONES AND / OR TABLETS PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING FACEBOOK USERS ACCESSING VIA VIA ANDROID DEVICES VIA APPLE IOS DEVICES OTHER MOBILE OPERATING SYSTEMS 76.9% 14.1% 9.1% 181 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019). FIGURES REPRESENT SHARE OF MOBILE USE ONLY.

JAN MOBILE APPS: GLOBAL TRENDS 2019 GLOBAL APP DOWNLOADS, AND THE VALUE OF THE GLOBAL MOBILE APP MARKET IN U.S. DOLLARS, INCLUDING ANNUAL TRENDS NUMBER OF MOBILE APPS ANNUAL GROWTH IN TOTAL VALUE OF GLOBAL ANNUAL GROWTH IN VALUE AVERAGE CONSUMER DOWNLOADED WORLDWIDE THE NUMBER OF MOBILE CONSUMER SPEND ON OF GLOBAL CONSUMER SPEND ON MOBILE APPS IN 2018 (ALL PLATFORMS) APPS DOWNLOADED MOBILE APPS IN 2018 SPEND ON MOBILE APPS PER SMARTPHONE* IN 2018 194 +9% $101 +23% $20.15 BILLION BILLION 182 SOURCE: APP ANNIE (JANUARY 2019); ERICSSON MOBILITY VISUALIZER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: THE FIGURE FOR AVERAGE CONSUMER SPEND PER SMARTPHONE IS BASED ON DATA FROM MULTIPLE SOURCES.

JAN MOBILE APPS: GLOBAL CATEGORY RANKINGS 2019 RANKINGS OF MOBILE APP CATEGORIES BY TOTAL GLOBAL DOWNLOADS AND ANNUAL GLOBAL CONSUMER SPEND GOOGLE PLAY: 2018 DOWNLOADS GOOGLE PLAY: 2018 SPEND iOS: 2018 DOWNLOADS iOS: 2018 SPEND # APP CATEGORY # APP CATEGORY # APP CATEGORY # APP CATEGORY 01 GAMES 01 GAMES 01 GAMES 01 GAMES 02 TOOLS 02 SOCIAL 02 PHOTO & VIDEO 02 ENTERTAINMENT 03 ENTERTAINMENT 03 ENTERTAINMENT 03 ENTERTAINMENT 03 SOCIAL NETWORKING 04 COMMUNICATION 04 LIFESTYLE 04 UTILITIES 04 MUSIC 05 PHOTOGRAPHY 05 MUSIC & AUDIO 05 SOCIAL NETWORKING 05 PHOTO & VIDEO 06 SOCIAL 06 PRODUCTIVITY 06 SHOPPING 06 LIFESTYLE 07 MUSIC & AUDIO 07 COMMUNICATION 07 LIFESTYLE 07 HEALTH & FITNESS 08 VIDEO PLAYERS & EDITORS 08 HEALTH & FITNESS 08 FINANCE 08 PRODUCTIVITY 09 PRODUCTIVITY 09 DATING 09 PRODUCTIVITY 09 BOOKS 10 SHOPPING 10 EDUCATION 10 EDUCATION 10 EDUCATION 183 SOURCE: APP ANNIE, ‘THE STATE OF MOBILE IN 2019’ REPORT (JANUARY 2019).

JAN GLOBAL MOBILE APP RANKINGS: ACTIVE USERS 2019 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY AVERAGE MONTHLY ACTIVE USERS THROUGHOUT 2018 RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS # APP NAME DEVELOPER # APP NAME DEVELOPER 01 FACEBOOK FACEBOOK 01 ANIPOP HAPPY ELEMENTS 02 WHATSAPP MESSENGER FACEBOOK 02 HONOUR OF KINGS TENCENT 03 FACEBOOK MESSENGER FACEBOOK 03 CANDY CRUSH SAGA ACTIVISION BLIZZARD 04 WECHAT TENCENT 04 CLASH OF CLANS SUPERCELL 05 INSTAGRAM FACEBOOK 05 PUBG: EXCITING BATTLEFIELD TENCENT 06 QQ TENCENT 06 PUBG MOBILE TENCENT 07 ALIPAY ANT FINANCIAL SERVICES 07 CLASH ROYALE SUPERCELL 08 TAOBAO ALIBABA GROUP 08 POKÉMON GO NIANTIC 09 WIFI MASTER KEY LINKSURE 09 SUBWAY SURFERS KILOO 10 BAIDU BAIDU 10 HELIX JUMP VOODOO 184 SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR ANDROID AND IPHONE DEVICES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.

JAN GLOBAL MOBILE APP RANKINGS: DOWNLOADS 2019 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY THE NUMBER OF DOWNLOADS IN 2018 RANKING OF MOBILE APPS BY DOWNLOADS RANKING OF MOBILE GAMES BY DOWNLOADS # APP NAME DEVELOPER # APP NAME DEVELOPER 01 FACEBOOK MESSENGER FACEBOOK 01 HELIX JUMP VOODOO 02 FACEBOOK FACEBOOK 02 SUBWAY SURFERS KILOO 03 WHATSAPP MESSENGER FACEBOOK 03 PUBG MOBILE TENCENT 04 TIKTOK (DOUYIN) TOUTIAO 04 FREE FIRE SEA 05 INSTAGRAM FACEBOOK 05 RISE UP SERKAN OZYILMAZ 06 UC BROWSER ALIBABA GROUP 06 LOVE BALLS SUPERTAPX 07 SHAREIT SHAREIT 07 CANDY CRUSH SAGA ACTIVISION BLIZZARD 08 SNAPCHAT SNAP 08 HAPPY GLASS APPLOVIN 09 NETFLIX NETFLIX 09 SNIPER 3D ASSASSIN TFG CO 10 SPOTIFY SPOTIFY 10 KICK THE BUDDY PLAYGENDARY 185 SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR THE GOOGLE PLAY AND APPLE iOS APP STORES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.

JAN GLOBAL MOBILE APP RANKINGS: REVENUE 2019 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL REVENUE GENERATED IN 2018 RANKING OF MOBILE APPS BY REVENUE RANKING OF MOBILE GAMES BY REVENUE # APP NAME DEVELOPER # APP NAME DEVELOPER 01 NETFLIX NETFLIX 01 FATE/GRAND ORDER SONY 02 TINDER INTERACTIVECORP (IAC) 02 HONOUR OF KINGS TENCENT 03 TENCENT VIDEO TENCENT 03 MONSTER STRIKE MIXI 04 IQIYI BAIDU 04 CANDY CRUSH SAGA ACTIVISION BLIZZARD 05 PANDORA MUSIC PANDORA 05 LINEAGE M NCSOFT 06 KWAI (快手) ONESMILE 06 FANTASY WESTWARD JOURNEY NETEASE 07 YOUTUBE GOOGLE 07 POKÉMON GO NIANTIC 08 YOUKU ALIBABA GROUP 08 DRAGON BALL Z DOKKAN BATTLE BANDAI NAMCO 09 LINE LINE 09 CLASH OF CLANS SUPERCELL 10 HBO NOW TIME WARNER 10 CLASH ROYALE SUPERCELL 186 SOURCE: APP ANNIE (JANUARY 2019). BASED ON COMBINED DATA FOR THE GOOGLE PLAY AND APPLE iOS APP STORES. NOTE: DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTY ANDROID STORES.

WE ARE SOCIAL’S PERSPECTIVE: MOBILE IN 2019 More smartphone users, faster data connections, and improved camera, AI, and AR functionality will accelerate streaming and shopping trends. RIGHT NOW CROWD M-COMMERCE EVERYWHERE TECH TOOLS FOR SHOPPING In 2018, live-streamed video snared As mobile increases its share of social, Beyond (or before) the transaction, consumers and kept them hooked long S-commerce means M-commerce. shopping will be enhanced by after the content had finished. 20% of the Meanwhile dedicated apps, technologies being added to our videos on Facebook are now Live and integrated payment systems and smartphones: AR ‘lenses’ for visualising users spend 3x times longer watching this bio-security features make purchase purchases, voice-powered shopping, content compared to saved video. Now increasingly seamless - in both and conversational AI building your brands have a chance to reel them in. physical and virtual retail spaces. shopping list within a messaging app. Learn more about these and other Trends to watch in 2019. 187

HOOTSUITE’S PERSPECTIVE: MOBILE THEMES Mobile video continues to dominate on social The good news is that many brands are finding channels. But marketers are struggling to keep success with lo-fi mobile storytelling. The up with the demand for video content. 52% of Guardian, Dunkin’ Donuts, and WeWork are respondents to Hootsuite’s 2019 Social Trends early adopters of lo-fi content in Instagram Stories, survey cited a “lack of video creation (skills or trading traditional video production for quick budget)” as a key challenge for 2019. content created and consumed entirely on mobile. Click here to download Hootsuite’s Social Trends 2019 Toolkit and get best-in-class examples of brands using mobile video. 188

GLOBAL E-COMMERCE USE 189

JAN FINANCIAL INCLUSION FACTORS: GLOBAL OVERVIEW 2019 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE HAS AN ACCOUNT WITH HAS A HAS A MOBILE MAKES ONLINE PURCHASES A FINANCIAL INSTITUTION CREDIT CARD MONEY ACCOUNT AND / OR PAYS BILLS ONLINE 69% 18% 4.4% 29% PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN WITH A CREDIT CARD WITH A CREDIT CARD MAKING ONLINE TRANSACTIONS MAKING ONLINE TRANSACTIONS 17% 20% 28% 30% 190 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST AVAILABLE DATA, ACCESSED JANUARY 2019). NOTE: FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTAL POPULATION.

JAN E-COMMERCE ACTIVITIES 2019 PERCENTAGE OF INTERNET USERS WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH [SURVEY BASED] SEARCHED ONLINE VISITED AN ONLINE PURCHASED A MADE AN ONLINE MADE AN ONLINE FOR A PRODUCT RETAIL STORE ON THE PRODUCT OR SERVICE PURCHASE VIA A LAPTOP PURCHASE VIA A OR SERVICE TO BUY WEB (ANY DEVICE) ONLINE (ANY DEVICE) OR DESKTOP COMPUTER MOBILE DEVICE global global web web index index 84% 91% 75% 42% 55% 191 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

JAN E-COMMERCE USE AMONGST INTERNET USERS 2019 PERCENTAGE OF INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH [SURVEY-BASED] 86% 82% 81%81% 80%79% 79%78% 77%77% 76% 75%75% 75%74% 73%73% 72% 72% 72%71% 71%70% 70% 69%68% 68%68% 68%68% 67%67% 66% 65% 64% 62% 59% 58%56% 55% 47% global web index Y . . Y E E S E S . L K Y L T A A K D A A N D A A N N D D D A E I N G A O A A A A A I . I E A M L D I I R I C E I . M R E I A I I P S N N N R A . A N A I S D E D N N N L A U Z A D C B N S B C Y I U T R S O D A N A . I A P N A K I I G I E A A . A T Y P N A N A A I R A X A T S R G H L S O W U N L I W N P E L L L R U G R A O U M F N M I I T A I A S A A T L B J M U N E R N T U E C U K D L L E R R A PP K R O A R A A E O L W R E I S E N T A A E R O I A G R F E L M L D E H A H T V P R S E I Z Z I U B G E C I G O H G T T O M N T H A D D R P O T N I H I P N U C I U S T W O A U O W E W E A O S N S N H S S 192 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018); KEPIOS ANALYSIS. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

JAN M-COMMERCE USE AMONGST INTERNET USERS 2019 PERCENTAGE OF INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE PHONE IN THE PAST MONTH [SURVEY-BASED] 76%74% 71% 63% 62% 60% 58% 57%56% 55%55% 54%54% 51%50% 47%46%46% 45%45% 44%43% 42%42% 40% 38% 37% 37%36% 36%35%35% 35%34% 34%33% 32%32% 29% 29% 26% global web index A A A A A S E . E A Y K . L . A Y A A A A A S L T A Y E I D M I I N E R G I O N K I A D L N I I D D D I N P I M S E S E D . E R E . Z . N I C L N N D D A Y N C N N R A D A I A N B K C U S I N A A I B N R A S U E I Y N . O A I D A . T A T A N P G S A I N H A N N I W P O A R X R T A I P R M R A A A S G L O I A W U R M E U L F L L L A U U G A N I T I A U E B N S T N A J T E M L C K L PP D K E A O A R U L R R A E I A L A T N W E R S O E A R R E O I A L G M L E R F D H H V I T R G I E S G I H U P Z Z A C E O E B T T M H O N D D R T O A T P G N P I N U C I H I U S O A U W T O W A O E W E S H S S N S N 193 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018); KEPIOS ANALYSIS. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

JAN E-COMMERCE ARPU: CONSUMER GOODS 2019 AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES OF CONSUMER GOODS BY EACH E-COMMERCE USER IN 2018, IN U.S. DOLLARS $1,952 $1,639 $1,533 $1,493 $1,383 $1,260 $1,258 $1,109 $1,101 $1,077 $1,044 $1,043 $1,037 $1,010 $909 $825 $798 $634 $634 $602 $459 $407 $339 $294 $215 $159 $152 $134 $123 $118 $100 $90 $89 $61 $46 $18 . . A A K A Y S A E E A E L Y A A A Y L A A A A S A K I N D D I R N M G N L D I I I O I D I I M . . E D R E N D L C D I A N S E Z N C S E S U R R N N A U N N I A A B S K C I N I D A . A A T D A N A O N P I I G T S Y I A E N S A A R P O H W P I A A R X R T A R N N I U O N M E L L A A A G S U L R U A L F N I K U R M E L T A R J L K C D T R L U E B N I A T PP A N W E R R S E L R O A T E A E I R G F A M O I L H C E A S Z E I E U B G R O P I G H H D V I T D T G A N O P D M R T T H I H I N U N P U T S O A U I O W E W A O S S N H S S 194 SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: VALUES REPRESENT SPENDS ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS MUSIC DOWNLOADS OR STREAMING SERVICES.

JAN E-COMMERCE CONSUMER ARPU vs. GDP PER CAPITA 2019 AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES OF CONSUMER GOODS BY EACH E-COMMERCE USER IN 2018, vs. GDP PER CAPITA 7.2% 5.2% 4.1% 3.3%3.3%3.2% 2.7%2.6%2.5%2.5%2.5% 2.4%2.4%2.3%2.2%2.2%2.1% 2.0%1.9%1.9%1.9%1.8% 1.7%1.6%1.6%1.5%1.5% 1.5%1.4%1.4%1.4%1.3%1.3% 0.8%0.6% A A . A . A A E Y K A L S A A E A A Y A Y L A S K A I I D N N I N I M I M R G I D D O I D L I N E . D . D R C N R N A E S A D I S A L U S N N C C E B N A Z N E I R U S T A P D G A A I O N I I K A I N A . N A A E N P S Y A A X R R A A T T I H O U N S L A E U N R G P O L L F L I R N I A M M J N T A S U T T L A A I E U R B N C K U R L R K L E A R PP A R N O W R E S E R A T A E E I F O R I G A M L H C A E E P S D O E V U B G I H H I Z G I T G D P A N M T T D T R H N H I N U I P U I T S O U A O E O A W S N H S S S SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019); WORLD BANK AND IMF (ACCESSED JANUARY 2019). NOTES: ARPU VALUES REPRESENT 195 SPENDS ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS MUSIC DOWNLOADS OR STREAMING SERVICES. COMPARISONS ARE TO GDP PER CAPITA IN CURRENT UNITED STATES DOLLARS, NOT THE ‘PPP’ FIGURES USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.

JAN GLOBAL E-COMMERCE SPEND BY CATEGORY 2019 THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN U.S. DOLLARS FASHION ELECTRONICS & FOOD & FURNITURE & & BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES $524.9 $392.6 $209.5 $272.5 BILLION BILLION BILLION BILLION TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO & HOBBIES ACCOMMODATION) MUSIC GAMES $386.2 $750.7 $12.05 $70.56 BILLION BILLION BILLION BILLION SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL- 196 YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.

JAN GLOBAL E-COMMERCE GROWTH BY CATEGORY 2019 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD FASHION ELECTRONICS & FOOD & FURNITURE & & BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES +17% +11% +15% +15% TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO & HOBBIES ACCOMMODATION) MUSIC GAMES +15% +11% +4.2% +6.3% SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL- 197 YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.

JAN E-COMMERCE DETAIL: CONSUMER GOODS 2019 OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN U.S. DOLLARS TOTAL NUMBER OF PEOPLE PENETRATION OF CONSUMER VALUE OF THE CONSUMER AVERAGE ANNUAL REVENUE PURCHASING CONSUMER GOODS E-COMMERCE GOODS E-COMMERCE MARKET PER USER OF CONSUMER GOODS VIA E-COMMERCE (TOTAL POPULATION) (TOTAL ANNUAL SALES REVENUE) GOODS E-COMMERCE (ARPU) 2.818 37% $1.786 $634 BILLION TRILLION YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: +3.1% +14% +11% SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 198 2018, EXCLUDING B2B SPEND. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.

JAN E-COMMERCE SPEND vs. TOTAL RETAIL SPEND 2019 ANNUAL PER-CAPITA SPEND ON E-COMMERCE PURCHASES, AS A PERCENTAGE OF COMBINED PER-CAPITA SPEND ACROSS E-COMMERCE AND P.O.S. 14% 13% 12% 12% 9% 9% 9% 8% 8% 7% 7% 7% 7% 7% 7% 6% 6% 6% 5% 5% 5% 4% 4% 4% 4% 4% 4% 3% 3% 3% 2% 1% 1% 1% K . S E . Y A A A A Y A A E A Y A L . A S A A K D A G N N N M I D N D I M R I L O I I E I I R . N D C . A N A E U N D B N E I E N L A N C S Z . S E C R A U S N I I R A K I O D A I A I N N . A P D A A T E A . Y N E A O H M A P R A R N T P N I X R I R M L A U W A E G L O L I U A F I A I M J L N S U T T N A E N B G L R K C O A K L PP A I N A A R W E A T O S E E I R F T L E P I G M O A L N E H E G E S B C O Z H U V G D I H D T G T A R N M H T H N C I N P T O W U A S I U E H E O O N N S S SOURCES: BASED ON DATA IN WORLDPAY GLOBAL PAYMENTS REPORT (NOVEMBER 2018). NOTE: FIGURES REPRESENT ANNUAL E-COMMERCE SPEND PER PERSON, AS A PERCENTAGE OF 199 COMBINED ANNUAL E-COMMERCE AND POINT-OF-SALE SPEND PER PERSON, AS REPORTED BY WORLDPAY IN PARTNERSHIP WITH MCKINSEY AND GLOBALDATA. FOR FULL DETAILS ON ASSOCIATED METHODOLOGIES, PLEASE SEE WORLDPAY’S GLOBAL PAYMENTS REPORT (NOVEMBER 2018).

JAN TOP GOOGLE SHOPPING QUERIES 2019 BASED ON SEARCHES THROUGHOUT 2018 # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 AMAZON 100 11 GUCCI 24 02 NIKE 93 12 MERCADO LIVRE 23 03 IPHONE 79 13 XBOX ONE 22 04 WALMART 77 14 TARGET 22 05 SHOES 76 15 HOME DEPOT 20 06 ADIDAS 64 16 VANS 19 07 EBAY 58 17 IPHONE 7 17 08 PS4 40 18 IPHONE 6 16 09 APPLE 26 19 LAPTOP 15 10 IKEA 25 20 FORTNITE 14 SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES 200 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).

JAN CREDIT CARD OWNERSHIP 2019 THE PERCENTAGE OF ADULTS AGED 15+ WHO POSSESS A CREDIT CARD 83% 68%66%65%65%65% 64%61% 60% 54%53%51% 49%48%47% 45%45%45%42% 42%41%39% 34% 27% 24%21% 21%20%18% 17%16%14% 10%10%9% 6% 6%4%3% 3% 3% 2%2% 0.2% A . . A A Y E A . K Y Y E S L L A A A A E A A A A A T A A A S N A D G K D I N D R M I E N L I I I D I I D O M P I I I O D . . E N L I N . E R E C D A Z N S D N C Y Y R S E A S N N U R A N U R A A K I N S I B B N C I N A D C A P . A A O I T . D A T N N G A Y I S I N E E N A O A R P A P S I R R T H W A A M A X R A N G N I C N A U L O L S L G U E M A A U A U L R L F E E I G N J R K K A T M E A L U U R L T B N L C R D O I E A H K T I PPO A E S R R E W N T R E L O A A E I E G F R A L M G I O L R C Z G H Z U E I B A S E E O G R P I H H V N D I O T T A G N D P R M O D O T T H I N I H U C N P O U W S T A U I M W O E E W A O S H S N N S S 201 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (ACCESSED JANUARY 2019)

JAN PENETRATION OF MOBILE BANKING 2019 PERCENTAGE OF INTERNET USERS THAT ACCESSES BANKING SERVICES VIA A MOBILE DEVICE 74% 71% 68%68% 66%66% 64%64% 61%61%61%60% 57%57%57%56%54% 54%54% 53%52%52% 51%51%51%51%51%50% 48%47% 45%43%43% 41% 41%40%40% 35% 28%28% 24% global web index Y A A A E A L A . A A A K S A A S . . A L A E Y E A Y T D N I R D I I E I I I G D N I O K N D M A M I L I D P N E E C E S N Z S . L R E D D . I N . A N D C N Y N K I R N A D B N N A B C U A A S U R I I A S N A D Y O I A E . A A N I A N . I T G T N S A P A R R P A H R R N A O A I M X P A N S T W I A G L E F O A L U I R L M W L U G U A U L A I U A B N T I E N A S T L T N M E J A K L A C K E PP O L U D R R R A W T S A R N I A A O E E R E L E R A G E O L L M R I F H S H H Z D U I G I E I T C E P V B A O G R Z E T T T M N A D D H O P R O T G I N U N P C H I U U S W I O T A O O E A E W W S S N S H N S 202 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

JAN USE OF RIDE-HAILING APPS 2019 PERCENTAGE OF INTERNET USERS THAT USE TAXI BOOKING OR RIDE-SHARING APPS EACH MONTH [SURVEY BASED] 52%51% 48%47% 45%45%44% 42% 40% 35% 30%29%29% 27%25% 24%23% 20%20%20%19%19% 16%15%15% 14%13%12%12% 12% 11%11%10% global 9% 8% 8% 8% 7% web 6% 5% 5% index 4% 4% 4% 2% E A A A L A S A E A T A A A A . A . A A . A Y L A E A K S Y Y R I I I M I O I P I I E I D A G D I K D D N N D I O N M L N S S Z E D C Y Y . L . N N R . D E N A E C I E R D N D A C B N I I B S N A N S I N U K N A R A N R C U A A O E Y A I N I N S . A . E A G N T D A I N T A P P N N R X M I H W R G A A R A T O A R A A P A S C I A I F R E U U L U L L L U W O A L E M G A A N T B E E H T I N G N U T I S L A M J L O PP C D A K R K A I E K R R U O L E I L A S A E A T O R R A E W N E R G O A I M L L G E F R R D V I R H I U H G G Z N C P I O T H Z A O S E B E E N M O H O T D A T R P T T D G I N C P U N I H S I U A O W U M T W O A E O W E S S H N S S N SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 203

JAN USE OF MOBILE WALLETS 2019 PERCENTAGE OF INTERNET USERS WHO USE THEIR PHONE TO PAY FOR GOODS OR SERVICES EACH MONTH [SURVEY BASED] 55% 53% 49%48% 47%47% 42% 40%40%39% 39%38% 37%36%36%36% 35%35%35%34% 33%32% 31%30%30%29% 28%28% 28%27%27%27%27% 26% 25%25%24% 23%22%22% 17%17% 13%13%12% global web index A K A A A A S A L E E A Y A A A L A . A . . A A A Y A S Y T E D I I G M I R N O I I N I D E I D A K M I D I L N I D N P O E R Y S E Z D C E E S R A N N . N . . L D I D N Y C R N N D N A N I I K C S A I A B S U U R N A A B N A C A N I Y N A O D I E S E G . . I T A A T N P A N H A N I O N A R W P R R X T A M A S A R I P A A G C O M E L I A F E U W U L U L U G L R L A A I T H B A U E N I G T N L T N S A J M E K K C L PP K D A R I A O U E L R R O N A I E L T W A R E O E R S A A E R A L I G G M O E L R F R H E H I G V R H S D T N O G Z P B A I U C I E Z E O T D T M H O N T P R O A D T G P N I N C U H I U O S U I A W T M O W O E A E W S H S N S N S SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 204

JAN OWNERSHIP OF CRYPTOCURRENCIES 2019 PERCENTAGE OF INTERNET USERS WHO REPORT OWNING ANY FORM OF CRYPTOCURRENCY [SURVEY BASED] 10.7% 9.9%9.5% 9.3% 8.2% 7.8%7.7%7.7% 7.3%7.2%7.0% 6.5%6.4%6.4%6.3% 5.9% 5.5%5.3%5.2%5.2% 4.8%4.7%4.7%4.6% 4.4%4.4%4.4%4.3%4.3%4.2%4.2%4.1%4.1%4.1%4.0%4.0% 3.9%3.6% 2.9%2.7%2.6% 2.4% global 1.8%1.7% web index A A L A A A A A A E Y A E . . K A S L Y A . A A T Y A A E A D I M I I I I I D I R O A D E I M D N N N D N K G P L I I O C S Z R S E E D . . R L D A N E N N I . N D Y Y C I N A B N R N D K R C I S N A U A N A A U I N A B S C R A E A E Y A T A O R I . A . A A N G I A D A P I A P T A G T A N N S C F L N R M S L N P O X W U L U R U G L E A H W L O I E I N T B G A H I A U E M T A T L M J I S N N E R A U A I O L U R K D E L C A K K R R O A E E T L R N S R E O W R A E A A O I L A G G M R E F R H H D V N A Z H R I E U E O B P S E T Z G G C I O T T O M T N T O D A P G R D N C I I H N U U I S U T W A O M O W O W E E A S S S N N H S SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 205

HOOTSUITE’S PERSPECTIVE: E-COMMERCE THEMES Whether at a physical store or flipping through Instagram, consumers want shopping to be a sensory and social experience. P2P CONTENT DRIVES PURCHASE SELL WITH SOCIAL VIDEO BALANCE COMMERCE AND COMMUNITY PwC’s study of 22,481 consumers It’s tough to do research on mobile, which is why Remember that what distinguishes social found that content shared by social videos can close the gap between discovery commerce from other channels is the social peers on social media is the most and purchase. Beyond product tutorials, look for aspect. Look for inspiration from brands like influential channel for inspiring ways to make shopping social. For example, a live Gucci, Glossier, and Sephora. These brands purchases, ranking higher than broadcast on Instagram can recreate the energy have mastered the art of blending commerce, retailer websites, emails, and blogs. and urgency of real-life shopping experiences. content, and customer communities. Click here to explore Hootsuite’s solutions including our social video, Instagram, and Pinterest integrations. 206

WE ARE SOCIAL’S PERSPECTIVE: E-COMMERCE IN 2019 The promise of social commerce is now becoming more mature, with native functionality and a supportive ecosystem, boosted by opportunities with influencers and messaging. ENHANCED PLATFORM MATURING INFLUENCER MESSAGING CAPABILITIES ECOSYSTEM IMPACT MATTERS The major platforms have enhanced Shoppable platform innovations Influencers have a growing impact on Messaging apps facilitate sales their ‘native’ social-commerce will grab headlines, yet the evolving purchase decisions, with top categories in a conversational setting, with capabilities as the tech giants ecosystem of tools is just as important. being clothing, shoes, food & drinks, AI providing scalability, and compete to become gateways to These streamline and optimise the and cosmetics. Expect more brand eventually a move to voice- a new kind of retail experience. path from platform to purchase on collaborations and an acceleration controlled purchase. The Expect new ways to discover, trial brand websites, reducing friction for of the trend for influencers to build next phase will be adding and recommend products and business owners and the consumer, their own virtual shops. We are still this feature to group chats in services across categories. especially for more complex products. a long way from peak influence. ‘dark social’ environments. Download our Think Forward report and dive into these trends and more. 207

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SPECIAL THANKS: GSMA INTELLIGENCE GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s data covers every operator group, network and MVNO in every country – from Afghanistan to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics available, comprising tens of millions of individual data points. Leading operators, vendors, regulators, financial institutions and third-party industry players rely on GSMA Intelligence to support strategic decision-making and long-term investment planning. The data is used as an industry reference point and is frequently cited by the media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce regular thought-leading research reports across a range of industry topics. Learn more about GSMA Intelligence at http://www.gsmaintelligence.com

SPECIAL THANKS: STATISTA Statista is one of the world’s largest online statistics databases. Its Digital Market Outlook products provide forecasts, detailed market insights, and key indicators on over 90 digital markets within verticals including e-commerce, digital media, smart home, and e-health for over 150 countries and regions. 82% OF THE GLOBAL 150 COUNTRIES 92% OF WORLDWIDE MORE THAN 30,000 INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS Learn more about Statista at http://www.statista.com

SPECIAL THANKS: LOCOWISE Locowise is a social media performance measurement platform that helps agencies to manage clients, produce and prove value, and win new business. CUSTOM REPORT CAMPAIGN INSIGHTS FROM ALL PREDICTIVE BUILDER WITH ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE OVER 300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY Learn more about Locowise at http://locowise.com

SPECIAL THANKS: SIMILARWEB SimilarWeb is the pioneer of market intelligence and the standard for understanding the digital world. SimilarWeb provides granular insights about any website or app across all industries in every region. WEB APP GLOBAL GRANULAR INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS Learn more about SimilarWeb at http://www.similarweb.com

SPECIAL THANKS: APP ANNIE App Annie is the industry’s most trusted mobile data and analytics platform. The company created the mobile app data market and has been fueling world-class, mobile-first businesses since 2010. App Annie’s mission is to power B2C companies’ mobile transformation and enable clients to deliver winning consumer experiences. More than 1,000 enterprise clients and 1 million registered users across the globe and spanning all industries rely on App Annie as the gold standard to revolutionize their mobile business. The company is headquartered in San Francisco with offices in 13 countries. 1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED REGISTERED USERS DATA 150 COUNTRIES SERVICE & SUPPORT Learn more about App Annie at http://www.appannie.com

NOTES ON DATA SOURCES POPULATION & DEMOGRAPHICS: United reported in Facebook’s self-serve advertising tools. SOCIAL MEDIA BEHAVIOURS: Time spent on Nations World Population Prospects, 2017 Revision; Internet connection speed data from Ookla Speedtest social media from GlobalWebIndex (Q2 & Q3 US Census Bureau (accessed January 2019); United (December 2018). Time spent on the internet from 2018)*. Facebook reach and engagement data from Nations World Urbanization Prospects, 2018 Revision. GlobalWebIndex (Q2 & Q3 2018)*. World’s top Locowise (Q4 2018). websites from SimilarWeb (December 2018) and LITERACY RATES: UNESCO Institute for Statistics; Alexa (30 days to 16 January 2019). Google search MOBILE USERS & CONNECTIONS: GSMA UNICEF Data; World Bank DataBank; Pew Research; insights from Google Trends (data for full year 2018). Intelligence (January 2019); Ericsson Mobility Report Ethnologue; IndexMundi; CIA World Factbook; Data on use of voice search and ad blockers from (November 2018); Ericsson Mobility Calculator and Phrasebase (all accessed January 2019). GlobalWebIndex (Q2 & Q3 2018)*. Privacy concern Visualizer tools (accessed January 2019); insights from Statista Global Consumer Survey 2018. GDP & FINANCIAL INCLUSION DATA: World Content streaming insights from GlobalWebIndex MOBILE APPS: App Annie (January 2019); Bank DataBank; IMF Data; CIA World Factbook (all (Q2 & Q3 2018)*. Internet use frequency data from SimilarWeb (January 2019). accessed January 2019). Global Consumer Barometer (accessed January 2018) E-COMMERCE USERS & SPEND: Statista Digital DEVICE USAGE: Google Consumer Barometer SOCIAL MEDIA USERS: Company earnings Market Outlook (e-Commerce, e-Travel, and digital (accessed January 2018). Note that data has not been announcements; press releases; remarks by senior media industry reports) (accessed January 2019). updated in the past 12 months. platform executives at public events; statements on GlobalWebIndex (Q2 & Q3 2018)*; Worldpay company websites; reports in reputable media. Top Global Payments Report (November 2018). INTERNET USERS: InternetWorldStats; ITU Statistics; messenger platforms from SimilarWeb (December World Bank DataBank; CIA World Factbook; Eurostat 2018). *METHODOLOGY NOTE: GlobalWebIndex Data Explorer; Facebook’s self-serve advertising conducts a quarterly survey of a panel of 22 million tools; Techrasa; MidEastMedia.org; local government SOCIAL MEDIA ADVERTISING AUDIENCES: data internet users across 45 countries around the world, authorities and telecom regulatory bodies; reports in extracted from each platform’s self-serve advertising representing 90% of the world’s total internet users. For reputable media (all accessed January 2019). Mobile tools (January 2019 and October 2018). Many data full details of the company’s methodology, please visit Internet share based on data from GlobalWebIndex points involve further extrapolations of this data. http://www.globalwebindex.com/ (Q2 & Q3 2018)*, and extrapolations of data

NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES This report uses data from a wide variety of Similarly, reports of internet user numbers It’s unlikely that one hundred percent of sources, including market research agencies, vary considerably between different sources. internet users in any given country will use internet and social media companies, In part, this is because there are fewer the same social media platform though, so in governments and public bodies, news media, commercial imperatives for governments cases where internet and social media user journalists, and our own internal analysis. and regulators to collect and publish regular numbers are the same, it’s likely that the actual internet user data. However, the user numbers number of internet users will be higher than the Wherever possible, we’ve prioritised data published by social media platforms can be number we’ve reported. sources that provide broader geographical a useful proxy for the number of internet users coverage, in order to minimise the potential in countries where no other reliable data are Lastly, a number of metrics that we reported in variations between data points, and offer available, because all active social media last year’s Global Digital reports have been more reliable comparison across countries. users must have an active internet connection revised by the original data provider since However, where we believe that an individual in order to access social media. These data publication, and as a result, some figures metric provides a more reliable reference, are also more likely to be updated on a in this year’s reports may appear to have we’ve used such individual numbers to ensure regular basis, as social media companies changed in unexpected ways. Wherever the most accurate reporting. relies on this data to help sell their advertising we’re aware of these changes, we’ve included products and services. details in the footnotes of each relevant chart, Furthermore, due to differing data collection but please use caution when comparing data and treatment methodologies used by these As a result, on occasion, we’ve used the latest from different reports in case the original base organisations, and the different sample addressable advertising audience data from has changed. periods during which data were collected, social media platforms’ self-serve advertising there may be significant differences in the tools to inform our internet user numbers, If you have any questions about specific data reported metrics for similar data points especially in less-developed economies, points in these reports, or if you’d like to offer throughout this report. In particular, data where ‘official’ internet user numbers are your organisation’s data for consideration in collected via surveys often vary from one published less frequently. Consequently, there future reports, please email our reports team: report to another, even if those data were are a number of instances in this report where [email protected]. collected by the same organisation using the the reported number of social media users same approach in each wave. equals the reported number of internet users.

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