Digital in 2018 in Southern Europe Part 1 - West

DIGITAL IN 2018 IN
SOUTHERN EUROPEESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:WEST

3
COUNTRIES INCLUDED IN EACH EUROPE REPORT
AUSTRIA
BELGIUM
FRANCE
GERMANY
LIECHTENSTEIN
LUXEMBOURG
MONACO
NETHERLANDS
SWITZERLAND
DIGITAL IN 2018 IN
WESTERN EUROPEESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
NORTHERN EUROPEESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
WEST
DIGITAL IN 2018 IN
NORTHERN EUROPEESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
EAST
DIGITAL IN 2018 IN
PART 1:
WEST
DIGITAL IN 2018 IN
PART 2:
EAST
DIGITAL IN 2018 IN
EASTERN EUROPEESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
WEST
DIGITAL IN 2018 IN
EASTERN EUROPEESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
EAST
GUERNSEY
IRELAND
ISLE OF MAN
JERSEY
UNITED KINGDOM
FAROE ISLANDS
ICELAND
DENMARK
ESTONIA
FINLAND
LATVIA
LITHUANIA
NORWAY
SWEDEN
ANDORRA
GIBRALTAR
ITALY
MALTA
PORTUGAL
SAN MARINO
SPAIN
ALBANIA
BOSNIA & HERZEGOVINA
CROATIA
GREECE
KOSOVO
TFYR MACEDONIA
MONTENEGRO
SERBIA
SLOVENIA
CZECH REPUBLIC
HUNGARY
POLAND
SLOVAKIA
BELARUS
BULGARIA
MOLDOVA
ROMANIA
RUSSIA
UKRAINE
WESTERN
EUROPE
NORTHERN EUROPE
PART 1: WEST
NORTHERN EUROPE
PART 1: EAST
SOUTHERN EUROPE
PART 1: WEST
SOUTHERN EUROPE
PART 1: EAST
EASTERN EUROPE
PART 1: EAST
EASTERN EUROPE
PART 1: WEST

1
GLOBAL YEARBOOK BRUNEI DOMINICAN REP. GUYANA LIBERIA NEPAL ST KITTS & NEVIS TAJIKISTAN
AFGHANISTAN BULGARIA ECUADOR HAITI LIBYA NETHERLANDS ST LUCIA TANZANIA
ALBANIA BURKINA FASO EGYPT HONDURAS LIECHTENSTEIN NEW CALEDONIA ST MARTIN THAILAND
ALGERIA BURUNDI EL SALVADOR HONG KONG LITHUANIA NEW ZEALAND ST PIERRE & MIQUELON TIMOR-LESTE
AMERICAN SAMOA CABO VERDE EQUATORIAL GUINEA HUNGARY LUXEMBOURG NICARAGUA ST VINCENT, GRENADINES TOGO
ANDORRA CAMBODIA ERITREA ICELAND MACAU NIGER SAMOA TOKELAU
ANGOLA CAMEROON ESTONIA INDIA TFYR MACEDONIA NIGERIA SAN MARINO TONGA
ANGUILLA CANADA ETHIOPIA INDONESIA MADAGASCAR NIUE SÃO TOMÉ & PRÍNCIPE TRINIDAD & TOBAGO
ANTIGUA & BARBUDA CAYMAN IS. FAROE IS. IRAN MALAWI NORFOLK IS. SAUDI ARABIA TUNISIA
ARGENTINA CENTRAL AFRICAN REP. FALKLAND IS. IRAQ MALAYSIA NORTHERN MARIANA IS. SENEGAL TURKEY
ARMENIA CHAD FIJI IRELAND MALDIVES NORWAY SERBIA TURKMENISTAN
ARUBA CHILE FINLAND ISLE OF MAN MALI OMAN SEYCHELLES TURKS & CAICOS IS.
AUSTRALIA CHINA FRANCE ISRAEL MALTA PAKISTAN SIERRA LEONE TUVALU
AUSTRIA CHRISTMAS IS. FRENCH GUIANA ITALY MARSHALL IS. PALAU SINGAPORE UGANDA
AZERBAIJAN COCOS IS. FRENCH POLYNESIA JAMAICA MARTINIQUE PALESTINE ST MAARTEN UKRAINE
BAHAMAS COLOMBIA GABON JAPAN MAURITANIA PANAMA SLOVAKIA U.A.E.
BAHRAIN COMOROS GAMBIA JERSEY MAURITIUS PAPUA NEW GUINEA SLOVENIA U.K.
BANGLADESH CONGO, DEM. REP. GEORGIA JORDAN MAYOTTE PARAGUAY SOLOMON IS. U.S.A.
BARBADOS CONGO, REP. GERMANY KAZAKHSTAN MEXICO PERU SOMALIA URUGUAY
BELARUS COOK IS. GHANA KENYA MICRONESIA PHILIPPINES SOUTH AFRICA UZBEKISTAN
BELGIUM COSTA RICA GIBRALTAR KIRIBATI MOLDOVA POLAND SOUTH SUDAN VANUATU
BELIZE CÔTE D'IVOIRE GREECE KOREA, NORTH MONACO PORTUGAL SPAIN VENEZUELA
BENIN CROATIA GREENLAND KOREA, SOUTH MONGOLIA PUERTO RICO SRI LANKA VIETNAM
BERMUDA CUBA GRENADA KOSOVO MONTENEGRO QATAR SUDAN BRITISH VIRGIN IS.
BHUTAN CURAÇAO GUADELOUPE KUWAIT MONTSERRAT RÉUNION SURINAME U.S. VIRGIN IS.
BOLIVIA CYPRUS GUAM KYRGYZSTAN MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABA CZECH REP. GUATEMALA LAOS MOZAMBIQUE RUSSIA SWEDEN WESTERN SAHARA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LATVIA MYANMAR RWANDA SWITZERLAND YEMEN
BOTSWANA DJIBOUTI GUINEA LEBANON NAMIBIA ST BARTHÉLEMY SYRIA ZAMBIA
BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN-DEPTH COUNTRY REPORTS

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TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
JAN
2018
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
DIGITAL AROUND THE WORLD IN 2018KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
7.593 4.021 3.196 5.135 2.958
BILLION BILLION BILLION BILLION BILLION
55% 53% 42% 68% 39%

7
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
+7% +13% +4% +14%
+248 MILLION +362 MILLION +218 MILLION +360 MILLION

8
GLOBAL
AVERAGE:
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY
AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPE EASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
INTERNET PENETRATION BY REGIONJAN
2018 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
53%
88%
61%
48%
68%
94%
90% 77%
74%
49%
39%
12%
27%
51%
65%
50%
36%
57%
58%
69%

9
GLOBAL
AVERAGE:
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPE EASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
SOCIAL MEDIA PENETRATION BY REGIONJAN
2018 TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
42%
70%
59%
40%
63%
66%
54% 56%
45%
38%
11%
6%
7%
31%
55%
12%
20%
64%
55%
55%

10
GLOBAL
AVERAGE:
SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
NORTHERN
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
SOUTHERN
AFRICA
WESTERN
ASIA
NORTHERN
EUROPE EASTERN
EUROPE
EASTERN
ASIA
OCEANIA
CENTRAL
ASIA
SOUTHERN
ASIA
SOUTHEAST
ASIA
THE
CARIBBEAN
WESTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
AFRICA
NORTHERN
AFRICA
MIDDLE
AFRICA
EASTERN
AFRICA
MOBILE CONNECTIVITY BY REGIONJAN
2018 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS)
112%
103%
96%
74%
115%
123%
119% 126%
157%
106%
89%
58%
61%
147%
108%
98%
91%
103%
141%
110%

11
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN
2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY:
PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU
DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
27 JANUARY 2018
2,167
1,500
1,300
1,300
980
843
800
794
568
376
330
300
300
260
260
255
250
203
200
117
100
97
63
49
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WECHAT
QQ
INSTAGRAM
TUMBLR**
QZONE
SINA WEIBO
TWITTER
BAIDU TIEBA*
SKYPE*
LINKEDIN**
VIBER*
SNAPCHAT**
REDDIT
LINE
PINTEREST
YY
TELEGRAM*
VKONTAKTE
BBM*
KAKAOTALK

12
TOP MESSENGER APPS BY COUNTRYJAN
2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES
IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
WHATSAPP (128)
FACEBOOK MESSENGER (72)
VIBER (10)
WECHAT (3)
LINE (3)
TELEGRAM (3)
IMO (3)
KAKAOTALK (1)
HANGOUTS (1)
ANDROID MESSENGER (1)
NO DATA (14)

13
With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an
essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives,
whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding
love. As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital
integration into everything they do – just as our audiences already have. Here are some tips to help with that:
WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018
Start with what people
really need and want,
and not just what the
technology can do
Focus on creating
mutual value at every
opportunity, instead of
simply ‘selling more stuff’
Make it easy for people
to buy online as soon
as they’re ready,
wherever they are
Harness digital tools to
keep the conversation
going, even after you
make a successful sale
To learn more about what these Digital, Social and Mobile trends
mean for your brand, click here to download our Think Forward report.

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HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS
The evolution of social ROI. It's the end of the road for vanity metrics. Expect to see more organisations evolve their metrics
as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue,
mitigating risk, and attracting talent.
Mobile fuels the growth of social TV. In 2018, social networks will encourage brands to become broadcasters as mobile
video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social
networks—such as mobile video views—might not help your organisation achieve your own business outcomes.
Trust declines, while peer influence rises. From Trump’s tumultuous triumph over traditional media to the fake news
phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and
moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever.
Humans, meet AI. The machines have risen. And marketers have discovered they can be delightfully useful. But while
marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these human-
less engagements.
The promise (and reality) of social data. From tying together analytics systems to CRM integrations, marketers
underestimated the complexity of social data initiatives. Organisations must recalculate the effort and resources needed to
turn social data into a true—and unified—source of customer insights.
Click here to download our 2018 Social Media Trends Toolkit to align
your strategy with the year’s key social network and digital trends.

11
CLICK HERE TO READ ‘DIGITAL IN 2018’,
OUR MAIN GLOBAL OVERVIEW REPORT
DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

18
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
URBANISATION: PENETRATION: PENETRATION: PENETRATION:
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
DIGITAL IN ANDORRA
76.96 75.37 50.00 80.48 44.00
THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND
84% 98% 65% 105% 57%

19
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
ANNUAL DIGITAL GROWTH
+14% +2% +8% +2%
+9 THOUSAND +1 THOUSAND +6 THOUSAND +1 THOUSAND

20
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
POPULATION & ECONOMIC INDICATORSESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
76.96 48.5% 51.5% 0.0% 44.9
THOUSAND YEARS OLD
84% $37,200 100% 100% 100%

21
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
JAN
2018
INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
75.37 98% 66.32 86%
THOUSAND THOUSAND

22
INTERNET
WORLD STATS
ITU (INTERNATIONAL
TELECOMMUNICATION UNION)
INTERNET
LIVE STATS
JAN
2018
INTERNET USERS: DIFFERENT PERSPECTIVESREPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
CIA WORLD
FACTBOOK
SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
67.31 75.37 66.73 75.34
THOUSAND THOUSAND THOUSAND THOUSAND

23
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
YEAR-ON-YEAR CHANGE:
JAN
2018
SHARE OF WEB TRAFFIC BY DEVICEBASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
52% 39% 9% 0.13%
-6% +14% -14% -24%

24
JAN
2018
TOP GOOGLE SEARCH QUERIES IN 2017RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
ANDORRA 100
FACEBOOK 24
TRADUCTOR 18
YOUTUBE 14
GOOGLE 14
BARCELONA 13
TIEMPO 11
ANDORRA LA VELLA 9
HOTMAIL 7
MARCA 6
LA VANGUARDIA 6
GMAIL 5
AS 5
SPORT 5
EL TIEMPO 4
MAPS 4
TIEMPO ANDORRA 4
CREDIT ANDORRA 4
NOTICIAS 4
MORABANC 4

25
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
JAN
2018
SOCIAL MEDIA USEBASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
50.00 65% 44.00 57%
THOUSAND THOUSAND

26
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
FACEBOOK USAGE ANALYSISA CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
50.00 +2% 88% 50% 50%
THOUSAND

27
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
ACTIVE INSTAGRAM USERS
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
INSTAGRAM USAGE ANALYSISAN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
28.00 36% 54% 46%
THOUSAND

28
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G & 4G)
JAN
2018
MOBILE CONNECTIONS BY TYPEBASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
80.48 105% 22% 78% 90%
THOUSAND

30
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN GIBRALTAR
34.65 32.73 26.00 37.84 23.00
100% 94% 75% 109% 66%

31
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+31% +4% -6% +5%
+8 THOUSAND +1 THOUSAND -2 THOUSAND +1 THOUSAND

32
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
34.65 49.8% 50.2% +0.5% 35.0
THOUSAND YEARS OLD
100% $43,000 99% 99% 99%

33
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
32.73 94% 28.95 84%
THOUSAND THOUSAND

34
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
30.65 32.73 [N/A] 32.71
THOUSAND THOUSAND THOUSAND

35
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
61% 26% 13% 0.75%
-32% +296% +198% +400%

36
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
GIBRALTAR 100
FACEBOOK 20
WEATHER 18
YOUTUBE 17
NEWS 16
GOOGLE 15
YOU 13
WEATHER GIBRALTAR 12
BBC 9
TRANSLATE 8
NATWEST 7
HOTMAIL 6
AMAZON 6
DAILY MAIL 5
SKY NEWS 4
EBAY 4
GMAIL 4
GOOGLE TRANSLATE 4
MAPS 4
SPORT 4

37
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
26.00 75% 23.00 66%
THOUSAND THOUSAND

38
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
26.00 +4% 88% 50% 50%
THOUSAND

39
JAN
2018
AVERAGE FACEBOOK PAGE POST REACH
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
REACH vs. PAGE LIKES
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED.
+0.10% 13.8% 10.6% 14.1% 26.4%

40
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE FACEBOOK ENGAGEMENT RATESTHE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME.
6.16% 5.38% 6.32% 2.86% 9.04%

41
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
12.00 35% 54% 46%
THOUSAND

42
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
37.84 109% 66% 34% 70%
THOUSAND

44
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
DIGITAL IN ITALY
59.33 43.31 34.00 49.19 30.00
MILLION MILLION MILLION MILLION MILLION
69% 73% 57% 83% 51%

45
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
+10% +10% +0.2% +7%
+4 MILLION +3 MILLION +118 THOUSAND +2 MILLION

46
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
59.33 51.2% 48.8% -0.1% 45.8
MILLION YEARS OLD
69% $38,345 99% 99% 99%

47
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
DEVICE USAGEPERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
TELEVISION
(ANY KIND)
DEVICE FOR STREAMING
INTERNET CONTENT TO TV
E-READER
DEVICE
WEARABLE
TECH DEVICE
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
97% 76% 62% 31%
94% 8% 3% 5%

48
AVERAGE DAILY TIME
SPENT USING THE
INTERNET VIA ANY DEVICE
AVERAGE DAILY TIME
SPENT USING SOCIAL
MEDIA VIA ANY DEVICE
AVERAGE DAILY TV VIEWING TIME
(BROADCAST, STREAMING
AND VIDEO ON DEMAND)
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
TIME SPENT WITH MEDIASURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS.
6H 08M 1H 53M 3H 01M 0H 45M

49
BELIEVE THAT NEW
TECHNOLOGIES OFFER MORE
OPPORTUNITIES THAN RISKS
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
BELIEVE DATA PRIVACY
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
ATTITUDES TOWARDS DIGITALHOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES
USE AN AD-BLOCKING
TOOL TO STOP ADVERTS
BEING DISPLAYED
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT
INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX
FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS.
53% 54% 91% 47% 35%

50
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
INTERNET USEBASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES;
REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.
43.31 73% 38.81 65%
MILLION MILLION

51
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
51.84 36.38 39.21 36.37
MILLION MILLION MILLION MILLION

52
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
FREQUENCY OF INTERNET USEHOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
1 7 31 ?
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
88% 11% 1% 0%

53
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
INTERNET CONNECTIONS: SPEED & DEVICESAVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.
31.96 30.69 15% 40% 40%
MBPS MBPS

54
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
59% 35% 5% 0.25%
-6% +16% -15% +19%

55
JAN
2018
SIMILARWEB’S RANKING OF TOP WEBSITESRANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT
01
02
03
04
05
06
07
08
09
10
GOOGLE.IT SEARCH 531,200,000 14M 18S 10.6
FACEBOOK.COM SOCIAL 244,400,000 17M 32S 15.0
YOUTUBE.COM TV & VIDEO 226,300,000 24M 04S 11.5
GOOGLE.COM SEARCH 220,000,000 12M 11S 14.5
AMAZON.IT SHOPPING 83,400,000 10M 30S 14.6
WIKIPEDIA.ORG REFERENCE 67,400,000 5M 06S 3.7
REPUBBLICA.IT NEWS & MEDIA 48,300,000 21M 48S 8.3
LIBERO.IT NEWS & MEDIA 38,700,000 17M 29S 12.0
YAHOO.COM NEWS & MEDIA 37,900,000 5M 54S 5.7
EBAY.IT SHOPPING 32,300,000 10M 08S 10.7

56
JAN
2018
ALEXA’S RANKING OF TOP WEBSITESRANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
# WEBSITE TIME PAGES
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
GOOGLE.IT 6M 22S 10.76
YOUTUBE.COM 8M 18S 4.79
GOOGLE.COM 7M 32S 8.56
FACEBOOK.COM 10M 21S 4.00
AMAZON.IT 9M 22S 9.75
WIKIPEDIA.ORG 4M 16S 3.31
YAHOO.COM 4M 02S 3.61
EBAY.IT 9M 12S 7.65
REPUBBLICA.IT 13M 32S 3.23
LIBERO.IT 5M 24S 4.05
LIVE.COM 4M 03S 3.41
BLASTINGNEWS.COM 3M 04S 1.72
INSTAGRAM.COM 5M 23S 3.34
CORRIERE.IT 8M 57S 3.20
SUBITO.IT 10M 55S 9.83
TWITTER.COM 6M 21S 3.21
VK.COM 10M 28S 4.74
LIVEJASMIN.COM 1M 59S 1.44
PORNHUB.COM 8M 29S 3.19
MYMOVIES.IT 3M 00S 2.75

57
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
WEEKLY ONLINE ACTIVITIES BY DEVICEPERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
52% 45% 7% 37% 23%
45% 30% 6% 31% 21%

58
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
FACEBOOK 100
METEO 63
YOUTUBE 42
GOOGLE 41
ROMA 39
TRADUTTORE 30
LIBERO 27
AMAZON 23
DIRETTA 18
NEWS 17
LIBERO MAIL 16
SUBITO 15
GMAIL 13
YOU 13
REPUBBLICA 13
SERIE A 13
CORRIERE 12
GAZZETTA 12
MILAN 11
INSTAGRAM 11

59
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
LESS THAN ONCE A MONTH
JAN
2018
FREQUENCY OF WATCHING ONLINE VIDEOHOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
54% 22% 7% 3% 14%

60
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
HOW INTERNET USERS WATCH TELEVISIONCOMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
94% 26% 18% 16% 20%

61
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
34.00 57% 30.00 51%
MILLION MILLION

62
JAN
2018
MOST ACTIVE SOCIAL MEDIA PLATFORMSSURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
SOCIAL NETWORK
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART
OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES
TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT.
62%
60%
59%
39%
33%
25%
23%
21%
18%
15%
9%
8%
YOUTUBE
FACEBOOK
WHATSAPP
FB MESSENGER
INSTAGRAM
GOOGLE+
TWITTER
SKYPE
LINKEDIN
PINTEREST
SNAPCHAT
TUMBLR

63
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
34.00 +10% 88% 48% 52%
MILLION

64
AGE TOTAL FEMALE MALE
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS
JAN
2018
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
TOTAL 34,000,000 48% 52%
13 – 17 1,100,000 2% 2%
18 – 24 5,500,000 8% 9%
25 – 34 7,600,000 11% 12%
35 – 44 7,500,000 11% 11%
45 – 54 6,400,000 9% 9%
55 – 64 3,700,000 5% 6%
65+ 2,200,000 3% 4%
0.5
2.6
3.6 3.7
3.2
1.8
1.0
0.5
2.9
4.0
3.8
3.2
1.9
1.2

65
JAN
2018
AVERAGE MONTHLY
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
+0.25% 10.9% 11.1% 48.4% 31.4%

66
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
3.93% 7.69% 4.63% 4.43% 3.32%

67
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
16.00 27% 51% 49%
MILLION

68
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018
MOBILE USERS vs. MOBILE CONNECTIONSCOMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
49.19 83% 76.14 128% 1.55
MILLION MILLION

69
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
76.14 128% 81% 19% 80%
MILLION

70
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
MOBILE CONNECTIVITY INDEXGSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
AVAILABILITY OF RELEVANT
CONTENT & SERVICES
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
76.23 68.92 74.65 80.95 81.09

71
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
USING MOBILE BANKING
JAN
2018
MOBILE ACTIVITIESSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
61% 52% 37% 23% 52%

72
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018
SMARTPHONE LIFE MANAGEMENT ACTIVITIESPERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
(E.G. SHOPPING, TASKS)
38% 21% 31% 4%
45% 26% 6% 11%

73
JAN
2018
TOP APP RANKINGSRANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
# APP NAME DEVELOPER / COMPANY
01
02
03
04
05
06
07
08
09
10
RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
01
02
03
04
05
06
07
08
09
10
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED
ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.
WHATSAPP MESSENGER FACEBOOK
FACEBOOK FACEBOOK
FACEBOOK MESSENGER FACEBOOK
INSTAGRAM FACEBOOK
AMAZON AMAZON
SHAZAM SHAZAM ENTERTAINMENT
WEATHER BY ILMETEO ILMETEO
SPOTIFY SPOTIFY
TRIPADVISOR TRIPADVISOR
TELEGRAM TELEGRAM
FACEBOOK FACEBOOK
INSTAGRAM FACEBOOK
AMAZON AMAZON
WISH CONTEXTLOGIC
SNAPCHAT SNAP
SPOTIFY SPOTIFY
MY VODAFONE IT VODAFONE
119 TELECOM ITALIA

74
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
MAKES AND / OR RECEIVES
MOBILE PAYMENTS VIA GSMA
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
JAN
2018
FINANCIAL INCLUSION FACTORSPERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING INTERNET PAYMENTS
PERCENTAGE OF MEN
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
87% 36% [N/A] 39%
27% 46% 29% 50%

75
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
JAN
2018
E-COMMERCE ACTIVITIES IN PAST 30 DAYSSURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
63% 67% 53% 24% 24%

76
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
E-COMMERCE SPEND BY CATEGORYTOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
$4.272 $3.131 $1.168 $2.433
BILLION BILLION BILLION BILLION
$2.706 $3.540 $0.103 $0.816

77
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
E-COMMERCE GROWTH BY CATEGORYANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
+12% +10% +15% +14%
+7% +15% +9% +9%

78
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
JAN
2018
E-COMMERCE DETAIL: CONSUMER GOODSAN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE.
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
18.57 31% $13.71 $738
MILLION BILLION
+3% +11% +8%

79
JAN
2018
ADVERTISING MEDIA: FIRST AWARENESSTHE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
25%
21%
10%
10%
8%
7%
7%
5%
3%
TELEVISION
ONLINE
DIRECT MAIL
IN-STORE
PRESS
POSTER
OTHER
EMAIL
RADIO

81
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN MALTA
431.5 360.0 360.0 658.7 320.0
96% 83% 83% 153% 74%

82
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+8% +9% +3% +10%

83
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
431.5 49.8% 50.2% +0.3% 42.2
THOUSAND YEARS OLD
96% $38,072 94% 96% 93%

84
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
360.0 83% 320.0 74%
THOUSAND THOUSAND

85
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
334.1 333.5 334.1 333.5
THOUSAND THOUSAND THOUSAND THOUSAND

86
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
66% 26% 7% 0.25%
-5% +16% -3% -7%

87
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
TIMESOFMALTA.COM 6M 20S 2.94
GOOGLE.COM.MT 7M 45S 11.80
TVM.COM.MT 4M 45S 2.66
MALTAPARK.COM 10M 57S 13.90
MALTATODAY.COM.MT 15M 04S 1.99
NEWSBOOK.COM.MT 3M 36S 2.00
INDEPENDENT.COM.MT 5M 04S 1.90
INEWSMALTA.COM 3M 18S 2.00
NETNEWS.COM.MT 3M 16S 1.90
LOVINMALTA.COM 3M 29S 1.80
BONGACAMS.COM 4M 22S 2.03
YELLOW.COM.MT 2M 14S 2.80
REDDIT.COM 15M 46S 10.05
EBAY.CO.UK 10M 45S 8.60
GOV.MT 3M 54S 3.00

88
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
MALTA 100
FACEBOOK 21
GOOGLE 13
TIMES 12
YOUTUBE 12
MALTA TIMES 11
TIMES OF MALTA 10
WEATHER 10
NEWS 9
YOU 8
GMAIL 6
FB 6
TRANSLATE 6
WEATHER MALTA 6
GOZO 6
EBAY 5
MALTAPARK 5
DAPHNE 4
TVM 4
MAPS 4

89
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
360.0 83% 320.0 74%
THOUSAND THOUSAND

90
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
360.0 +9% 89% 47% 53%
THOUSAND

91
JAN
2018
AVERAGE MONTHLY
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
+0.08% 12.8% 17.3% 11.4% 28.3%

92
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
8.49% 10.81% 7.54% 9.30% 7.97%

93
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
130.0 30% 51% 49%
THOUSAND

94
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
658.7 153% 68% 32% 80%
THOUSAND

95
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
CONTENT & SERVICES
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
72.61 66.61 77.46 76.93 70.04

96
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
JAN
2018
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
96% 42% [N/A] 38%
35% 50% 30% 47%

98
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
DIGITAL IN PORTUGAL
10.31 7.73 6.60 8.11 5.70
65% 75% 64% 79% 55%

99
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
+7% +8% +6% +10%

100
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
10.31 52.7% 47.3% -0.4% 42.6
MILLION YEARS OLD
65% $30,665 95% 94% 97%

101
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
94% 67% 63% 32%
96% 7% 1% 4%

102
AVERAGE DAILY TIME
SPENT USING THE
AVERAGE DAILY TIME
SPENT USING SOCIAL
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
6H 31M 2H 10M 2H 34M 0H 41M

103
BELIEVE THAT NEW
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
USE AN AD-BLOCKING
BEING DISPLAYED
52% 54% 94% 51% 42%

104
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
7.73 75% 6.72 65%
MILLION MILLION

105
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
7.43 7.26 6.93 7.26

106
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
1 7 31 ?
85% 10% 4% 1%

107
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
54.53 24.05 25% 34% 34%
MBPS MBPS

108
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
77% 19% 4% 0.24%
-8% +54% +4% [N/A]

109
JAN
2018
01
02
03
04
05
06
07
08
09
10
GOOGLE.PT SEARCH 313,200,000 9M 18S 7.4
SAPO.PT NEWS & MEDIA 58,100,000 6M 42S 6.2
LIVE.COM EMAIL 29,600,000 6M 19S 8.0
OLX.PT SHOPPING 21,100,000 8M 47S 12.2
NOS.PT TELCO 16,300,000 4M 28S 3.4
ABOLA.PT NEWS & MEDIA 16,300,000 10M 25S 5.5

110
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.PT 6M 15S 10.46
SAPO.PT 6M 59S 3.56
REDDIT.COM 15M 46S 10.05
OLX.PT 10M 41S 9.45
ABOLA.PT 12M 12S 4.33
GEARBEST.COM 5M 05S 4.75
IMDB.COM 3M 30S 4.14
CGD.PT 6M 58S 6.00
BET.PT 1M 55S 1.62
RECORD.PT 9M 56S 3.12
LINKEDIN.COM 5M 19S 4.19
BONGACAMS.COM 4M 22S 2.03

111
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
41% 47% 9% 35% 17%
45% 40% 11% 32% 20%

112
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
FACEBOOK 100
YOUTUBE 43
PORTUGAL 40
GOOGLE 38
PORTO 32
TRADUTOR 30
METEOROLOGIA 29
HOTMAIL 28
SAPO 26
OLX 25
GMAIL 24
TEMPO 20
NOTICIAS 15
FINANÇAS 12
BENFICA 11
NOS 11
MAPS 11
RECORD 11
ABOLA 10
JOGOS 9

113
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2018
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
49% 23% 9% 1% 17%

114
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
92% 50% 41% 16% 19%

115
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
6.60 64% 5.70 55%
MILLION MILLION

116
JAN
2018
SOCIAL NETWORK
66%
65%
51%
40%
39%
27%
27%
24%
24%
23%
17%
11%
YOUTUBE
FACEBOOK
FB MESSENGER
WHATSAPP
INSTAGRAM
SKYPE
GOOGLE+
PINTEREST
LINKEDIN
TWITTER
SNAPCHAT
TUMBLR

117
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
6.60 +8% 86% 51% 49%
MILLION

118
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS
JAN
2018
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
TOTAL 6,600,000 51% 49%
13 – 17 250,000 2% 2%
18 – 24 1,200,000 9% 10%
25 – 34 1,500,000 11% 11%
35 – 44 1,500,000 12% 11%
45 – 54 1,100,000 8% 8%
55 – 64 640,000 5% 4%
65+ 410,000 3% 3%
132
601
713
794
560
356
194
122
630
751 741
508
284
213

119
JAN
2018
AVERAGE MONTHLY
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
+0.06% 15.2% 7.5% 47.9% 22.1%

120
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
4.76% 6.78% 4.46% 7.04% 4.22%

121
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
3.10 30% 53% 47%
MILLION

122
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
8.11 79% 15.10 146% 1.86
MILLION MILLION

123
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
15.10 146% 53% 47% 87%
MILLION

124
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
CONTENT & SERVICES
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
77.12 72.07 74.45 82.45 79.94

125
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
JAN
2018
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
59% 52% 39% 25% 48%

126
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
52% 23% 26% 2%
50% 20% 4% 10%

127
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
JAN
2018
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
87% 29% [N/A] 25%
25% 33% 22% 28%

128
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
OR DESKTOP COMPUTER
JAN
2018
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
63% 58% 39% 16% 16%

129
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
$808.0 $644.3 $252.0 $456.9
$807.8 $395.2 $14.3 $105.3

130
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
+15% +10% +12% +18%
+13% +20% +8% +9%

131
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
JAN
2018
5.51 53% $2.969 $539
MILLION BILLION
+8% +14% +5%

132
JAN
2018
35%
21%
14%
11%
7%
3%
3%
3%
2%
TELEVISION
ONLINE
IN-STORE
PRESS
DIRECT MAIL
POSTER
EMAIL
OTHER
RADIO

134
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN SAN MARINO
33.48 17.61 9.10 4.12 7.90
94% 53% 27% 12% 24%

135
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+2% +7% +1% +10%
+0 THOUSAND +1 THOUSAND +50 +1 THOUSAND

136
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
33.48 51.6% 48.4% +0.5% 44.7
THOUSAND YEARS OLD
94% $61,051 96% 95% 97%

137
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
17.61 53% 15.29 46%
THOUSAND THOUSAND

138
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
17.20 [N/A] [N/A] 17.61
THOUSAND THOUSAND

139
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
79% 17% 5% 0.04%
-3% +24% -18% -50%

140
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
SAN MARINO 100
RIMINI 40
FACEBOOK 29
METEO 21
YOUTUBE 14
GOOGLE 13
TRADUTTORE 11
RTV 11
SAN MARINO RTV 10
SAN MARINO METEO 9
NOTIZIE 9
AMAZON 7
SAN MARINO NOTIZIE 6
NEWS 6
GIORNALE.SM 5
YOU 4
REPUBBLICA 4
LIBERTAS 4
GMAIL 4
LIBERO 4

141
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
9,100 27% 7,900 24%

142
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
9,100 +7% 87% 49% 51%

143
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
5,000 15% 52% 48%

144
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
4,122 12% 57% 43% [N/A]

146
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
DIGITAL IN SPAIN
46.38 39.42 27.00 37.27 23.00
80% 85% 58% 80% 50%

147
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
+4% +8% +5% +5%
+2 MILLION +2 MILLION +2 MILLION +1 MILLION

148
TOTAL
POPULATION
FEMALE
POPULATION
MALE
POPULATION
MEDIAN
AGE
JAN
2018
ANNUAL CHANGE IN
POPULATION SIZE
POPULATION LIVING
IN URBAN AREAS
GDP PER
CAPITA
LITERACY
(TOTAL)
MALE
LITERACY
FEMALE
LITERACY
46.38 51.0% 49.0% +0.1% 43.1
MILLION YEARS OLD
80% $36,462 98% 98% 99%

149
MOBILE PHONE
(ANY TYPE)
SMART
PHONE
LAPTOP OR
DESKTOP COMPUTER
TABLET
COMPUTER
JAN
2018
TELEVISION
(ANY KIND)
E-READER
DEVICE
WEARABLE
TECH DEVICE
96% 87% 72% 41%
95% 10% 10% 7%

150
AVERAGE DAILY TIME
SPENT USING THE
AVERAGE DAILY TIME
SPENT USING SOCIAL
AVERAGE DAILY TIME
SPENT LISTENING TO
STREAMING MUSIC
JAN
2018
5H 20M 1H 38M 2H 53M 0H 45M

151
BELIEVE THAT NEW
PREFER TO COMPLETE
TASKS DIGITALLY
WHENEVER POSSIBLE
AND PROTECTION ARE
VERY IMPORTANT
DELETE COOKIES FROM
INTERNET BROWSER
TO PROTECT PRIVACY
JAN
2018
USE AN AD-BLOCKING
BEING DISPLAYED
57% 57% 91% 48% 42%

152
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
AS A PERCENTAGE OF
JAN
2018
39.42 85% 35.80 77%
MILLION MILLION

153
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
40.15 37.36 37.87 37.38

154
EVERY
DAY
AT LEAST ONCE
PER WEEK
AT LEAST ONCE
PER MONTH
LESS THAN ONCE
PER MONTH
JAN
2018
1 7 31 ?
92% 6% 2% 0%

155
AVERAGE INTERNET
SPEED VIA FIXED
CONNECTIONS
AVERAGE INTERNET
SPEED VIA MOBILE
CONNECTIONS
ACCESS THE INTERNET
MOST OFTEN VIA A
COMPUTER OR TABLET
ACCESS EQUALLY VIA
A SMARTPHONE AND
COMPUTER OR TABLET
JAN
2018
ACCESS THE INTERNET
MOST OFTEN VIA A
SMARTPHONE
65.65 31.34 14% 39% 45%
MBPS MBPS

156
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
49% 45% 6% 0.14%
-6% +9% -12% +17%

157
JAN
2018
01
02
03
04
05
06
07
08
09
10
GOOGLE.ES SEARCH 1,651,200,000 9M 05S 7.5
AMAZON.ES SHOPPING 147,200,000 7M 41S 11.1
TWITTER.COM SOCIAL 118,400,000 9M 16S 6.3
ELPAIS.COM NEWS & MEDIA 112,800,000 8M 37S 3.5
LIVE.COM EMAIL 103,100,000 6M 26S 8.6
ELMUNDO.ES NEWS & MEDIA 100,600,000 7M 58S 4.4

158
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.ES 6M 14S 10.82
AMAZON.ES 8M 00S 8.89
OKDIARIO.COM 4M 07S 2.14
HOLA.COM 3M 34S 3.66
ELPAIS.COM 5M 17S 2.67
BLOGSPOT.COM.ES 2M 55S 2.34
MARCA.COM 6M 07S 3.56
ELMUNDO.ES 5M 04S 2.97
ROLLOID.NET 3M 14S 1.61
WHATSAPP.COM 3M 50S 1.23
LINKEDIN.COM 5M 19S 4.19
XVIDEOS.COM 14M 04S 10.15

159
USE A SEARCH
ENGINE
VISIT A SOCIAL
NETWORK
PLAY
GAMES
WATCH
VIDEOS
JAN
2018
LOOK FOR PRODUCT
INFORMATION
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
SMARTPHONE:
COMPUTER:
60% 54% 13% 47% 38%
53% 34% 10% 39% 32%

160
JAN
2018
# QUERY INDEX
01
02
03
04
05
06
07
08
09
10
# QUERY INDEX
11
12
13
14
15
16
17
18
19
20
TIEMPO 100
FACEBOOK 98
YOUTUBE 60
GOOGLE 51
BARCELONA 50
TRADUCTOR 48
EL TIEMPO 45
HOTMAIL 45
MARCA 36
AS 34
AMAZON 29
GMAIL 27
EL MUNDO 25
NOTICIAS 22
SANTANDER 22
EL PAIS 20
CAIXA 20
MILANUNCIOS 17
LA CAIXA 16
INSTAGRAM 16

161
WATCH ONLINE
VIDEOS EVERY DAY
WATCH ONLINE
VIDEOS EVERY WEEK
WATCH ONLINE
VIDEOS EVERY MONTH
WATCH ONLINE VIDEOS
JAN
2018
NEVER WATCH
ONLINE VIDEOS
1 7 31 365 X
53% 23% 8% 2% 14%

162
REGULAR
TELEVISION
ON A TV SET
RECORDED
CONTENT
ON A TV SET
CATCH-UP /
ON-DEMAND
SERVICE ON TV SET
ONLINE CONTENT
STREAMED ON
A TV SET
JAN
2018
ONLINE CONTENT
STREAMED ON
ANOTHER DEVICE
96% 29% 30% 25% 31%

163
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
27.00 58% 23.00 50%
MILLION MILLION

164
JAN
2018
SOCIAL NETWORK
73%
73%
69%
40%
39%
37%
32%
27%
24%
22%
12%
9%
WHATSAPP
YOUTUBE
FACEBOOK
INSTAGRAM
TWITTER
FB MESSENGER
GOOGLE+
SKYPE
LINKEDIN
PINTEREST
SNAPCHAT
TUMBLR

165
TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
ANNUAL CHANGE IN
FACEBOOK USERS
vs. JANUARY 2017
PERCENTAGE OF
FACEBOOK USERS
JAN
2018
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
27.00 +8% 85% 52% 48%
MILLION

166
TOTAL
13 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65+
FEMALE
MALE
PROFILE OF FACEBOOK USERSA BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS
JAN
2018
WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
13 – 17
YEARS OLD
65+
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
18 – 24
YEARS OLD
TOTAL 27,000,000 52% 48%
13 – 17 510,000 1% 0.9%
18 – 24 4,200,000 8% 8%
25 – 34 6,300,000 12% 12%
35 – 44 6,700,000 13% 12%
45 – 54 5,000,000 10% 9%
55 – 64 2,800,000 6% 4%
65+ 1,500,000 3% 3%
0.3
2.1
3.1
3.4
2.6
1.6
0.8
0.2
2.1
3.2
3.3
2.4
1.2
0.7

167
JAN
2018
AVERAGE MONTHLY
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE ORGANIC
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE PAID REACH
vs. TOTAL REACH
+0.41% 19.2% 14.3% 24.1% 26.8%

168
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
JAN
2018
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
3.99% 4.42% 5.08% 4.10% 4.70%

169
TOTAL NUMBER OF
MONTHLY ACTIVE
INSTAGRAM USERS
ACTIVE INSTAGRAM
OF TOTAL POPULATION
FEMALE USERS AS A
PERCENTAGE OF ALL
MALE USERS AS A
PERCENTAGE OF ALL
JAN
2018
13.00 28% 55% 45%
MILLION

170
NUMBER OF UNIQUE
MOBILE USERS (ANY
TYPE OF HANDSET)
MOBILE PENETRATION
(UNIQUE USERS vs.
TOTAL POPULATION)
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
JAN
2018
AVERAGE NUMBER OF
CONNECTIONS PER
UNIQUE MOBILE USER
37.27 80% 55.51 120% 1.49
MILLION MILLION

171
TOTAL NUMBER
OF MOBILE
CONNECTIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
BROADBAND (3G & 4G)
JAN
2018
55.51 120% 27% 73% 83%
MILLION

172
OVERALL COUNTRY
INDEX SCORE
MOBILE NETWORK
INFRASTRUCTURE
AFFORDABILITY OF
DEVICES & SERVICES
CONSUMER
READINESS
JAN
2018
CONTENT & SERVICES
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
OUT OF A MAXIMUM
78.91 71.53 75.77 86.94 82.29

173
PERCENTAGE OF THE
POPULATION USING
MOBILE MESSENGERS
PERCENTAGE OF THE
POPULATION WATCHING
VIDEOS ON MOBILE
PERCENTAGE OF THE
POPULATION PLAYING
GAMES ON MOBILE
PERCENTAGE
OF THE POPULATION
JAN
2018
PERCENTAGE OF THE
POPULATION USING
MOBILE MAP SERVICES
71% 60% 41% 36% 59%

174
USE THE ALARM
CLOCK FUNCTION
MANAGE DIARY
OR APPOINTMENTS
CHECK THE
WEATHER
TRACK HEALTH, DIET,
OR ACTIVITY LEVELS
JAN
2018
TAKE PHOTOS
OR VIDEOS
CHECK
THE NEWS
READ E-BOOKS
OR E-MAGAZINES
MANAGE LISTS
51% 26% 36% 3%
54% 25% 5% 14%

175
JAN
2018
TOP APP RANKINGSRANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS
01
02
03
04
05
06
07
08
09
10
RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
01
02
03
04
05
06
07
08
09
10
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED
ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.
FACEBOOK FACEBOOK
INSTAGRAM FACEBOOK
TWITTER TWITTER
SPOTIFY SPOTIFY
WALLAPOP WALLAPOP
AMAZON AMAZON
SHAZAM SHAZAM ENTERTAINMENT
DROPBOX DROPBOX
INSTAGRAM FACEBOOK
FACEBOOK FACEBOOK
WALLAPOP WALLAPOP
AMAZON AMAZON
NETFLIX NETFLIX
WISH CONTEXTLOGIC
SPOTIFY SPOTIFY
SNAPCHAT SNAP

176
HAS A BANK
ACCOUNT
HAS A
CREDIT CARD
JAN
2018
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
98% 54% [N/A] 57%
52% 57% 50% 65%

177
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
VISITED
AN ONLINE
RETAIL STORE
PURCHASED A
PRODUCT OR
SERVICE ONLINE
MADE AN ONLINE
OR DESKTOP COMPUTER
JAN
2018
MADE AN ONLINE
PURCHASE VIA A
MOBILE DEVICE
71% 74% 59% 26% 26%

178
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
$6.768 $3.354 $1.500 $1.737
$3.783 $4.274 $0.118 $0.681

179
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
JAN
2018
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
+14% +7% +13% +12%
+6% +10% +11% +7%

180
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
JAN
2018
23.47 51% $17.14 $730
MILLION BILLION
+5% +11% +5%

181
JAN
2018
31%
25%
11%
9%
7%
4%
4%
3%
2%
TELEVISION
ONLINE
IN-STORE
PRESS
POSTER
RADIO
EMAIL
DIRECT MAIL
OTHER

2
CLICK THE LINKS BELOW TO READ AND DOWNLOAD THE FULL SET OF
2018 GLOBAL DIGITAL REPORTS, AND ACCESS ADDITIONAL INSIGHTS
AND RESOURCES FROM BOTH HOOTSUITE AND WE ARE SOCIAL:
CLICK HERE TO ACCESS
HOOTSUITE’S RESOURCES
CLICK HERE TO ACCESS
WE ARE SOCIAL’S RESOURCES

3
GlobalWebIndex is the leading provider of audience profiling
data to agencies, publishers and brands worldwide.
Sign up for free: http://www.globalwebindex.net/
SPECIAL THANKS: GLOBALWEBINDEX
90% GLOBAL
COVERAGE
QUARTERLY DATA COLLECTION
ACROSS 42 MARKETS
CROSS-DEVICE
COVERAGE

4
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: GSMA INTELLIGENCE

5
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 8 digital verticals including e-commerce, digital media, advertising,
and smart home with 33 segments across more than 50 regions and countries.
SPECIAL THANKS: STATISTA
78% OF GLOBAL
INTERNET POPULATION
50 DIGITAL
ECONOMIES
90% OF WORLDWIDE
ECONOMIC POWER
MORE THAN 30,000
INTERACTIVE STATISTICS
Learn more about Statista’s Digital Market Outlook at http://www.statista.com/

6
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
BUILDER WITH OVER
300 METRICS
CAMPAIGN
ANALYSIS, TRACKING
AND REPORTING
INSIGHTS FROM ALL
YOUR NETWORKS
IN ONE PLACE
PREDICTIVE
METRICS TO DRIVE
FUTURE STRATEGY
Find out more: https://locowise.com/

7
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
INTELLIGENCE
APP
INTELLIGENCE
GLOBAL
COVERAGE
GRANULAR
ANALYSIS
Find out more: http://similarweb.com/

8
SPECIAL THANKS: APPANNIE
App Annie delivers the most trusted app market data for businesses to
succeed in the global app economy. Over 1 million registered members rely
on App Annie to better understand the app market, and how to improve user
acquisition strategies (paid and ASO), retention, product development to
further grow their businesses, and leverage the opportunities around them.
Find out more: http://www.appannie.com/
1 MILLION
REGISTERED USERS
BEST-IN-CLASS
DATA
COVERAGE ACROSS
150 COUNTRIES
UNPARALLELED
SERVICE & SUPPORT

9
Klear is a big data search engine for influencers. Klear
is trusted by the world’s leading brands and agencies
to help build, scale, and measure influencer programs.
GLOBAL COVERAGE,
DOWN TO CITY LEVEL
500 MILLION
PROFILES
60,000 INFLUENCE
CATEGORIES
FULL INFLUENCER
CAMPAIGN SOLUTION
Find out more: http://klear.com/
SPECIAL THANKS: KLEAR

10
SPECIAL THANKS
We’d also like to offer our thanks to the following data providers for
publishing much of the remaining data included in this year’s reports:
STATCOUNTERGOOGLE ERICSSONOOKLA
Lastly, a big thank you to the The Noun Project, who
supply and inspire the icons we use in these reports.
ALEXA

11
POPULATION DATA: United Nations World Population
Prospects, 2017 Revision; US Census Bureau (accessed
January 2018); United Nations World Urbanization
Prospects, 2014 Revision. Literacy rates from UNESCO
(accessed January 2018). GDP data from World Bank
(accessed January 2018). Median age data from US
Census Bureau (accessed January 2018).
DIGITAL DEVICE OWNERSHIP DATA: Google Consumer
Barometer (accessed January 2018)**.
DIGITAL ATTITUDES DATA: GlobalWebIndex (Q2 & Q3
2017)*; Google Consumer Barometer (accessed
January 2018)**.
INTERNET USER DATA: InternetWorldStats (accessed
January 2018); ITU, Individuals Using the Internet,
2016; Eurostat online database, Individuals – internet
use (accessed January 2018); CIA World Factbook
(accessed January 2018); Northwestern University in
Qatar, Media use in the Middle East, 2017 (accessed
January 2018); national government and regulatory
body websites; government officials cited in reputable
media. Mobile internet use data from GlobalWebIndex
(Q2 & Q3 2017)* and extrapolation of data from
Facebook (January 2018). Time spent, and mobile
internet usage and penetration data extrapolated
from GlobalWebIndex (Q2 & Q3 2017)*. Share of web
traffic data from StatCounter (January 2018).
Frequency of internet use data from Google
Consumer Barometer (accessed January 2018)**.
Internet connection speed data from Ookla’s Speed
Test (December 2017). Website rankings from
SimilarWeb (Q4 2017) and Alexa (December 2017).
Google search query rankings from Google Trends
(data for 12 months to January 2018). Frequency of
use and TV viewing habits from Google Consumer
Barometer (accessed January 2018)**.
SOCIAL MEDIA AND MOBILE SOCIAL MEDIA DATA:
Latest reported monthly active user numbers from
Facebook, Tencent, VKontakte, LINE, Kakao, Google,
Sina, Twitter, Skype, Yahoo!, Viber, Baidu, and Snap,
as quoted directly in company documents, or as
reported by reputable media (all latest data available
at time of publishing in January 2018). Time spent on
social media from GlobalWebIndex (Q2 & Q3 2017)*.
Facebook and Instagram age and gender figures
extrapolated from Facebook data (January 2018).
Facebook reach and engagement data from Locowise;
data represents monthly averages for full-year 2017.
MOBILE PHONE USERS, MOBILE CONNECTIONS, AND
MOBILE BROADBAND DATA: Latest reported global and
national data from GSMA Intelligence (Q4 2017);
extrapolated global data from GSMA Intelligence
(January 2018); Ericsson Mobility Report (November
2017). Usage data extrapolated from GlobalWebIndex
(Q2 & Q3 2017)*; Google Consumer Barometer
(accessed January 2018)**. GSMA Intelligence Mobile
Connectivity Index (accessed January 2018):
http://www.mobileconnectivityindex.com/
Smartphone Life Management Activity data from
Google Consumer Barometer (accessed January
2018). Mobile app rankings and app usage insights
taken from App Annie’s 2017 Retrospective and Why
You Mobile Strategy Needs Apps reports – for more
details, visit http://bit.ly/AppAnnie2017.
E-COMMERCE DATA: Statista Digital Market Outlook,
e-Commerce, e-Travel, and digital media industry
reports (accessed January 2018). For more info, visit
http://www.statista.com. GlobalWebIndex (Q2 & Q3
2017)*; Google Consumer Barometer (accessed
January 2018)**.
FINANCIAL INCLUSION DATA: World Bank Global
Financial Inclusion (accessed January 2018).
NOTES: Some ‘annual growth’ figures are calculated
using the data reported in Hootsuite and We Are
Social’s Digital in 2017 report: http://bit.ly/GD2017GO.
*GlobalWebIndex manages a panel of more than 18
million connected consumers, collecting data every
quarter across 40 countries around the world, and
representing 90% of the global internet population.
Visit http://www.globalwebindex.net for more details.
**Google’s Consumer Barometer polls a nationally
representative total population (online & offline) aged
16+ in each country surveyed except in Argentina,
Brazil, China, India, Japan, South Korea, Malaysia,
Mexico, Philippines, Vietnam, and the USA, where the
sample base is aged 18+. For more details, visit
http://www.consumerbarometer.com/.
DATA SOURCES USED IN THIS REPORT & NOTES ON METHODOLOGIES

12
This report uses data from a wide variety of
sources, including market research agencies,
internet and social media companies,
governments and public bodies, news media,
journalists, and our own internal analysis.
Wherever possible, we’ve prioritised data
sources that provide broader geographical
coverage, in order to minimise the potential
variations between data points, and offer
more reliable comparison across countries.
However, where we believe that an individual
metric provides a more reliable reference,
we’ve used such individual numbers to
ensure the most accurate reporting.
Furthermore, due to differing data collection
and preparation methodologies used by
these organisations, as well as the different
sample periods during which the data were
collected, there may be significant
differences in the reported metrics for similar
data points throughout this report.
In particular, data collected via surveys often
vary from one report to another, even if those
data have been collected by the same
organisation using the same methodology
and approach in each wave.
Similarly, reports of internet user numbers
vary considerably between different sources,
due to the complex nature of collecting this
data. In part, this is because there are fewer
commercial imperatives for governments and
regulators to collect and publish regular
internet user data compared to, for example,
the regular user number updates published
by social media companies, who depend on
such data to sell their products and services.
However, the latest user numbers published
by these companies can be a useful proxy for
the number of internet users in countries
where no other reliable data are available,
because all active social media users must
have an active internet connection in order
to access social media.
Because of this, on occasion, we’ve used the
latest monthly active user data from social
media companies to inform our internet user
numbers, especially in less-developed
economies, where ‘official’ internet user
numbers are published less frequently. As a
result, there are a number of countries in this
report where the number of social media
users equals the number of internet users.
It’s unlikely that 100 percent of internet users
in any given country will use the same social
media platform though, so in cases where
internet and social media user numbers are
the same, it’s likely that the actual number of
internet users will be higher than the number
we’ve reported.
Lastly, in some instances in this year’s report,
metrics may have decreased year-on-year
due to corrections in the source data, actual
declines in user numbers, and changes in the
primary data source we’ve used in our
reporting due to reasons such as increased
reliability, or the non-availability of updated
numbers from previous providers.
If you have any questions about specific
data points in these reports, or if you’d like to
offer your organisation’s data for
consideration in future reports, please email
our reports team: info@kepios.com
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

13
This report has been compiled by We Are
Social Ltd (“We Are Social”) and Hootsuite
Inc. (“Hootsuite”) for informational purposes
only, and relies on data from a wide variety
of sources, including but not limited to public
and private companies, market research
firms, government agencies, NGOs, and
private individuals. While We Are Social and
Hootsuite strive to ensure that all data and
charts contained in this report are, as at the
time of publishing, accurate and up-to-date,
neither We Are Social nor Hootsuite shall be
responsible for any errors or omissions
contained in this report, or for the results
obtained from its use.
All information contained in this report is
provided "as is", with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose. This report
contains data, tables, figures, maps, flags,
analyses and technical notes that relate to
various geographical territories around the
world, however reference to these territories
and any associated elements (including
names and flags) does not imply the
expression of any opinion whatsoever on the
part of We Are Social, Hootsuite or any of the
featured brands, nor any of those
organisations’ partners, affiliates, employees
or agents, concerning the legal status of any
country, territory, city or area or of its
authorities, or concerning the delimitation of
its frontiers or boundaries. This report is
provided with the understanding that it does
not constitute professional advice or services
of any kind and should therefore not be
substituted for independent investigations,
thought or judgment.
Accordingly, neither We Are Social, Hootsuite
nor any of the brands or organisations
featured or cited herein, nor any of their
partners, affiliates, group companies,
employees or agents shall, to the fullest
extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive,
incidental, special, consequential, exemplary
or similar loss or damage, or loss or damage
of any kind, suffered by you or anyone else
as a result of any use, action or decision
taken by you or anyone else in any way
connected to this report or the information
contained herein, or the result(s) thereof,
even if advised of the possibility of such loss
or damage.
This report may contain references to third
parties, however this report does not endorse
any such third parties or their products or
services, nor is this report sponsored,
endorsed or associated with such third
parties. Except for those portions of this
report relating to Hootsuite, this report and
any opinions contained herein have been
prepared by We Are Social and have not
been specifically approved or disapproved
by Hootsuite. This report is subject to change
without notice. To ensure you have the most
up-to-date version of this report, please visit
http://bit.ly/GD2018GO
DISCLAIMER AND IMPORTANT NOTES

14
Hootsuite is the most widely used social media
management platform, trusted by more than
16 million people and employees at
80 percent of the Fortune 1000.
Hootsuite's unparalleled expertise, customer insights
at scale, and collaborative ecosystem uniquely help
people and organisations succeed with social.
To learn more, visit http://www.hootsuite.com.

15
We are a global agency. We deliver world-class
creative ideas for forward-thinking brands.
We believe in people before platforms, and the
power of social insight to drive business value.
We call this social thinking.
We’re already helping many of the world’s
top brands, including adidas, Netflix,
Samsung, Lavazza, and Google.
If you’d like to learn more about how we can
help you too, visit http://wearesocial.com.

16
SIMON KEMP
@ESKIMON
INFO@KEPIOS.COM
KEPIOS.COM

Digital in 2018 in Southern Europe Part 1 - West

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