Digital in 2018 in Western Africa Part 1 - West

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

3
COUNTRIES INCLUDED IN EACH AFRICA REPORT
ALGERIA
EGYPT
LIBYA
MOROCCO
SUDAN
TUNISIA
WESTERN SAHARA
CABO VERDE
GAMBIA
GUINEA
GUINEA-BISSAU
LIBERIA
MAURITANIA
SAINT HELENA
SENEGAL
SIERRA LEONE
BENIN
BURKINA FASO
CÔTE D'IVOIRE
GHANA
MALI
NIGER
NIGERIA
TOGO
ANGOLA
CAMEROON
CENTRAL AFRICAN REP.
CHAD
CONGO, DEM. REP.
CONGO, REP.
EQUATORIAL GUINEA
GABON
SÃO TOMÉ & PRÍNCIPE
BURUNDI
DJIBOUTI
ERITREA
ETHIOPIA
KENYA
RWANDA
SEYCHELLES
SOMALIA
SOUTH SUDAN
UGANDA
COMOROS
MADAGASCAR
MALAWI
MAURITIUS
MAYOTTE
MOZAMBIQUE
RÉUNION
TANZANIA
ZAMBIA
ZIMBABWE
BOTSWANA
LESOTHO
NAMIBIA
SOUTH AFRICA
SWAZILAND
NORTHERN
AFRICA
WESTERN AFRICA
PART 1: WEST
WESTERN AFRICA
PART 2: EAST
MIDDLE
AFRICA
EASTERN AFRICA
PART 1: NORTH
SOUTHERN
AFRICA
EASTERN AFRICA
PART 2: SOUTH
DIGITAL IN 2018 IN
NORTHERN AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
PART 1:
WEST
DIGITAL IN 2018 IN
PART 2:
EAST
DIGITAL IN 2018 IN
EASTERN AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 1:
NORTH
DIGITAL IN 2018 IN
EASTERN AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
PART 2:
SOUTH
DIGITAL IN 2018 IN
SOUTHERN AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
DIGITAL IN 2018 IN
MIDDLE AFRICAESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION

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

6
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.

14
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 CABO VERDE
549.9 265.0 250.0 710.1 240.0
THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND
67% 48% 45% 129% 44%

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
+15% +9% +4% +14%
+35 THOUSAND +20 THOUSAND +27 THOUSAND +30 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.
549.9 50.2% 49.8% +1.3% 25.8
THOUSAND YEARS OLD
67% $6,564 88% 83% 92%

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.
265.0 48% 254.4 46%
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.
257.0 264.8 224.2 265.0
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.
44% 52% 4% 0.01%
-23% +33% +8% [N/A]

24
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.CV 7M 54S 8.03
YOUTUBE.COM 8M 18S 4.79
GOOGLE.COM 7M 32S 8.56
FACEBOOK.COM 10M 21S 4.00
ABOLA.PT 12M 12S 4.33
LIVE.COM 4M 03S 3.41
ONOTICIOSO.COM 2M 46S 1.43
SAPO.CV 4M 50S 2.10
YAHOO.COM 4M 02S 3.61
ALIEXPRESS.COM 14M 15S 11.29
PUBL.CV 5M 32S 2.00
GOV.CV 8M 11S 2.50
WIKIPEDIA.ORG 4M 16S 3.31
BLOGSPOT.COM 2M 38S 2.12
FATOSDESCONHECIDOS.COM.BR 3M 48S 2.26
OJOGO.PT 8M 33S 2.97
BLASTINGNEWS.COM 3M 04S 1.72
RECORD.PT 9M 56S 3.12
EDU.CV 12M 17S 6.70
MSN.COM 3M 51S 2.53

25
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).
FACEBOOK 100
CABO VERDE 69
GOOGLE 60
TRADUTOR 52
YOUTUBE 32
ABOLA 28
GOOGLE TRADUTOR 26
MUSICA 21
FILME 18
VIDEOS 17
GMAIL 16
HOTMAIL 15
MP3 13
A BOLA 12
FILMES 12
CAPE VERDE 12
IMAGENS 11
MUSICAS 10
JOGOS 10
BENFICA 9

26
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
250.0 45% 240.0 44%
THOUSAND THOUSAND

27
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
250.0 +9% 96% 48% 52%
THOUSAND

28
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.
61.00 11% 48% 52%
THOUSAND

29
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.
710.1 129% 97% 3% 56%
THOUSAND

31
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN THE GAMBIA
2.13 0.39 0.34 3.36 0.31
MILLION MILLION MILLION MILLION MILLION
61% 19% 16% 158% 15%

32
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+6% +36% +6% +41%

33
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
2.13 50.5% 49.5% +3.0% 21.3
MILLION YEARS OLD
61% $1,680 56% 48% 64%

34
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
394.5 19% 359.6 17%
THOUSAND THOUSAND

35
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
392.3 394.5 346.5 394.5

36
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
22% 74% 3% 0.01%
-31% +15% +13% [N/A]

37
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.GM 6M 09S 5.88
XVIDEOS.COM 14M 04S 10.15
XNXX.COM 12M 46S 9.27
GOAL.COM 4M 12S 2.82
BBC.COM 4M 09S 2.68
FREEDOMNEWSPAPER.COM 5M 22S 2.40
THEPIRATEBAY.ORG 4M 25S 6.17
BONGACAMS.COM 4M 22S 2.03
IQOPTION.COM 1M 25S 1.24
THEPOINT.GM 4M 48S 2.30
DAILYMAIL.CO.UK 5M 27S 2.49
IWANTTODELIVER.COM 1M 11S 1.09
MARCA.COM 6M 07S 3.56
STANDARD.GM 4M 55S 2.40

38
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
GAMBIA 100
FACEBOOK 60
GAMBIA NEWS 35
FREEDOM 25
BARCELONA 24
THE GAMBIA 23
GOOGLE 23
GOAL.COM 23
YOUTUBE 22
CHELSEA 22
LIVESCORE 22
REAL MADRID 19
FOOTBALL 18
MAN UTD 17
BBC 16
FACEBOOK LOGIN 16
FREEDOM NEWS 13
LOVE 13
ARSENAL 12
GOAL 12

39
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
340.0 16% 310.0 15%
THOUSAND THOUSAND

40
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
340.0 +36% 91% 32% 68%
THOUSAND

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
83.00 4% 41% 59%
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
3.36 158% 98% 2% 19%
MILLION

43
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/
33.90 32.01 45.82 40.35 22.33

45
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN GUINEA
12.88 1.60 1.60 11.46 1.50
38% 12% 12% 89% 12%

46
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+33% +33% +2% +36%

47
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
12.88 49.9% 50.1% +2.6% 19.0
MILLION YEARS OLD
38% $1,970 30% 23% 38%

48
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
1.60 12% 1.50 12%
MILLION MILLION

49
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
1.30 1.26 236.9 1.26
MILLION MILLION THOUSAND MILLION

50
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
9% 90% 1% [N/A]
-33% +7% -46% [N/A]

51
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.FR 6M 34S 11.10
ORANGE-GUINEE.COM 2M 52S 1.42
GUINEENEWS.ORG 5M 40S 2.59
AFRICAGUINEE.COM 6M 41S 3.03
AFRIKMAG.COM 4M 42S 2.31
BESOCCER.COM 7M 52S 5.16
GUINEEGAMES.COM 7M 44S 4.20
XVIDEOS.COM 14M 04S 10.15
GUINEEMATIN.COM 4M 31S 2.10
MEDIAGUINEE.ORG 12M 32S 3.50
VISIONGUINEE.INFO 9M 20S 3.60
JAOGUINEE.COM 4M 17S 2.60
GUINEE7.COM 9M 55S 4.00
LINKEDIN.COM 5M 19S 4.19
INFORMATIONVINE.COM 0M 57S 1.01

52
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
LIVESCORE 100
SCORE 52
LIVE SCORE 43
GUINEE 36
GUINÉE 33
REAL 26
MERCATO 20
VIDEO 19
LIVESCOR 19
REAL MADRID 18
FACEBOOK 18
LIVE SCOR 15
BARCELONE 14
GOOGLE 13
MESSI 12
BARÇA 12
GUINÉE GAMES 11
PMU 11
GUINEE GAMES 11
CONAKRY 11

53
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
1.60 12% 1.50 12%
MILLION MILLION

54
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
1.60 +33% 94% 38% 62%
MILLION

55
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
230.0 2% 32% 68%
THOUSAND

56
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
11.46 89% 99% 1% 20%
MILLION

57
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
20.31 23.42 44.39 25.93 6.31

58
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.
7% 2% 1% 2%
2% 2% 1.0% 3%

60
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN GUINEA-BISSAU
1.88 0.12 0.12 1.39 0.11
51% 6% 6% 74% 6%

61
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+33% +33% +2% +41%

62
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
1.88 50.8% 49.2% +2.5% 20.3
MILLION YEARS OLD
51% $1,612 60% 48% 72%

63
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
120.0 6% 110.0 6%
THOUSAND THOUSAND

64
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
84.00 70.88 66.28 71.60

65
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
19% 80% 2% 0.01%
-37% +18% -40% [N/A]

66
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
BISSAU 100
FACEBOOK 91
GOOGLE 67
GUINENDADE 62
ABOLA 56
GUINE BISSAU 45
DITADURA CONSENSO 38
DOKA INTERNACIONAL 38
TRADUTOR 34
DITADURAECONSENSO 33
REAL 33
MESSI 33
WWW 29
NOTICIAS 29
VIDEOS 28
RESULTADOS 28
YOUTUBE 27
CONOSABA 25
A BOLA 23
GUINE PURO 22

67
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
120.0 6% 110.0 6%
THOUSAND THOUSAND

68
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
120.0 +33% 92% 29% 71%
THOUSAND

69
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
10.00 1% 29% 71%
THOUSAND

70
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
1.39 74% 100% 0% 11%
MILLION

72
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN LIBERIA
4.79 0.51 0.51 3.61 0.48
51% 11% 11% 75% 10%

73
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+28% +28% +6% +30%

74
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
4.79 49.5% 50.5% +2.6% 17.8
MILLION YEARS OLD
51% $814 48% 33% 62%

75
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
510.0 11% 480.0 10%
THOUSAND THOUSAND

76
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
395.1 350.8 395.1 349.9

77
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
31% 66% 3% 0.02%
+48% -12% -26% [N/A]

78
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
EMANSION.GOV.LR 4M 59S 3.00
FRONTPAGEAFRICAONLINE.COM 4M 56S 2.30
ASK.COM 1M 59S 1.92
LIVESCORE.COM 6M 09S 3.92
BBC.COM 4M 09S 2.68
AMAZON.COM 8M 29S 8.62
ZAPMETA.WS 0M 57S 1.53
STATE.GOV 10M 49S 5.92
BONGACAMS.COM 4M 22S 2.03
SOFTONIC.COM 2M 21S 2.65
SAVEFROM.NET 3M 03S 1.32
NECLIBERIA.ORG 5M 58S 3.30
THEPIRATEBAY.ORG 4M 25S 6.17

79
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
LIVESCORE 100
FACEBOOK 83
LIBERIA 79
CHELSEA 31
BARCELONA 29
TRANSFER NEWS 22
REAL MADRID 17
GOAL.COM 16
PREDICTION 15
LIVE SCORE 15
CHELSEA NEWS 15
ARSENAL 14
BARCELONA NEWS 13
GOOGLE 13
BARCA 12
BBC 12
YOUTUBE 11
SPORT 10
FACEBOOK LOGIN 10
LIVESCORE CZ 10

80
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
510.0 11% 480.0 10%
THOUSAND THOUSAND

81
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
510.0 +28% 94% 40% 60%
THOUSAND

82
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
86.00 2% 41% 59%
THOUSAND

83
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
3.61 75% 97% 3% 15%
MILLION

84
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
32.94 24.95 37.72 33.20 37.69

85
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
19% 3% [N/A] [N/A]
2% 3% [N/A] [N/A]

87
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN MAURITANIA
4.48 0.81 0.67 5.07 0.61
61% 18% 15% 113% 14%

88
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+13% +40% +5% +42%

89
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
4.48 49.6% 50.4% +2.7% 20.7
MILLION YEARS OLD
61% $3,860 52% 42% 63%

90
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
806.4 18% 734.2 16%
THOUSAND THOUSAND

91
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
770.0 806.4 714.1 806.4

92
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
24% 75% 2% 0.02%
-30% +15% +11% +100%

93
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
RIMNOW.COM 6M 24S 2.85
ALAKHBAR.INFO 6M 09S 3.56
CRIDEM.ORG 15M 17S 3.96
RIMNOW.MR 6M 14S 2.75
ESSAHRAA.NET 6M 56S 10.20
ATLASINFO.INFO 6M 01S 9.20
KOOORA.COM 7M 59S 5.95
TORRENT9.BZ 7M 37S 7.92
AMI.MR 8M 11S 4.45
AKHBARW.NET 5M 42S 9.80
ALWIAM.INFO 7M 39S 14.00
XNXX.COM 12M 46S 9.27
ESSAHA.INFO 5M 15S 14.00
VOURSA.COM 9M 09S 6.90

94
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
‫ﻣﻭوﺭرﻳﯾﺗﺎﻧﻳﯾﺎ‬ 100
GOOGLE 62
FACEBOOK 61
YOUTUBE 48
RIMNOW 43
‫ﻣﻭوﺭرﻳﯾﺗﺎﻧﻳﯾﺎ ﺍاﻵﻥن‬ 37
MAURITANIE 32
TRADUCTION 32
‫ﺻﻭوﺭر‬ 28
RIM 27
HIHI2 26
KOOORA 25
‫ﺍاﻓﻼﻡم‬ 24
‫ﻛﻭوﺭرﺓة‬ 22
‫ﺍاﻏﺎﻧﻲ‬ 22
CRIDEM 22
WWW 18
‫ﻣﻭوﺭرﻳﯾﺗﺎﻧﻳﯾﺎ ﺍاﻻﻥن‬ 18
RIM NOW 18
TELECHARGER 17

95
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
670.0 15% 610.0 14%
THOUSAND THOUSAND

96
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
670.0 +40% 91% 33% 67%
THOUSAND

97
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
84.00 2% 36% 64%
THOUSAND

98
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
5.07 113% 95% 5% 48%
MILLION

99
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
33.05 30.60 47.59 36.61 22.39

100
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
23% 5% 6% 4%
5% 5% 4% 4%

101
SAINT HELENA, ASCENSION,
& TRISTAN DA CUNHA

102
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN SAINT HELENA*
4,062 2,200 2,200 2,701 1,700
39% 54% 54% 66% 42%
*INCLUDES DATA FOR SAINT HELENA, ASCENSION AND TRISTAN DA CUNHA

103
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+10% +16% +13% +31%
+200 +300 +300 +400

104
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
4,062 49.6% 50.4% +0.6% 42.4
YEARS OLD
39% $7,800 97% 98% 97%

105
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
2,200 54% 1,700 42%

106
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
2,000 [N/A] [N/A] 938.3

107
JAN
2018
TOP GOOGLE SEARCH QUERIES IN 2017RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE 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 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).
*NOTE: IT’S UNCLEAR WHETHER QUERY #14 IS THE RESULT OF PEOPLE ENTERING “NULL” INTO GOOGLE, OR IF THE ACTUAL QUERY HAS NOT BEEN RECOGNISED BY GOOGLE.
GOOGLE 100
FACEBOOK 67
YOUTUBE 65
TRANSLATE 42
NEWS 36
BBC 31
GMAIL 20
GOOGLE TRANSLATE 20
AMAZON 17
MAPS 16
INSTAGRAM 13
YAHOO 12
BBC NEWS 11
NULL* 10
FB 10
HOTMAIL 10
WWW 9
TWITTER 9
ВК 9
EBAY 9

108
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
2,200 54% 1,700 42%

109
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
2,200 +16% 77% 56% 44%

110
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
400.0 10% 50% 50%

111
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
2,701 66% 81% 19% 16%

113
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN SENEGAL
16.07 9.74 3.10 15.68 2.90
45% 61% 19% 98% 18%

114
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+34% +19% -3% +26%
+2 MILLION +500 THOUSAND -504 THOUSAND +600 THOUSAND

115
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
16.07 50.9% 49.1% +2.8% 19.0
MILLION YEARS OLD
45% $2,571 56% 44% 69%

116
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
9.74 61% 9.11 57%
MILLION MILLION

117
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
4.12 4.12 3.65 4.13
MILLION MILLION MILLION MILLION

118
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
39% 59% 2% 0.01%
-27% +34% -11% -50%

119
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.SN 6M 45S 6.95
SENEWEB.COM 11M 02S 3.00
SENEGO.COM 6M 40S 3.23
SUNUBUZZSN.COM 4M 39S 2.30
GALSEN221.COM 4M 39S 1.80
SANSLIMITESN.COM 6M 25S 2.92
LERAL.NET 8M 42S 3.45
DAKARACTU.COM 4M 55S 2.12
METRODAKAR.NET 4M 59S 2.30
WARIME.COM 22M 16S 5.26
PASSORANGE.SN 4M 17S 2.92
LIMAMETTI.COM 3M 03S 1.80
TORRENT9.BZ 7M 37S 7.92

120
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
SENEGAL 83
YOUTUBE 66
GOOGLE 57
VIDEO 33
SENEWEB 27
TRADUCTION 26
FILM 24
TELECHARGER 24
GMAIL 20
REAL 18
MERCATO 18
YAHOO 16
PRONO 14
REAL MADRID 13
GOOGLE TRADUCTION 13
WWW 13
STREAMING 12
EXPAT 12
SENEGO 12

121
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
3.10 19% 2.90 18%
MILLION MILLION

122
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
3.10 +19% 94% 35% 65%
MILLION

123
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.
+0.03% 9.1% 8.9% 23.3% 27.3%

124
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.
3.27% 4.87% 3.31% 4.36% 4.68%

125
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
430.0 3% 33% 67%
THOUSAND

126
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
15.68 98% 99% 1% 28%
MILLION

127
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
35.26 30.03 52.21 35.25 27.97

128
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
15% 1% 6% 1%
0.7% 1% 0.6% 2%

130
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
ACTIVE MOBILE
SOCIAL USERS
JAN
2018
MOBILE
CONNECTIONS
vs. POPULATION:
DIGITAL IN SIERRA LEONE
7.64 0.90 0.49 5.85 0.45
41% 12% 6% 77% 6%

131
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
+144% +32% +9% +36%

132
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
7.64 50.5% 49.5% +2.2% 19.1
MILLION YEARS OLD
41% $1,479 48% 38% 59%

133
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
901.3 12% 827.8 11%
THOUSAND THOUSAND

134
INTERNET
WORLD STATS
ITU (INTERNATIONAL
INTERNET
LIVE STATS
JAN
2018
CIA WORLD
FACTBOOK
792.5 899.3 160.2 901.3

135
LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVICES
OTHER
DEVICES
JAN
2018
19% 78% 4% [N/A]
+11% -4% +60% [N/A]

136
JAN
2018
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
GOOGLE.COM.SL 6M 14S 6.86
BBC.COM 4M 09S 2.68
CAREERS.SL 5M 30S 3.60
SOFTONIC.COM 2M 21S 2.65
AMAZON.COM 8M 29S 8.62
SAVEFROM.NET 3M 03S 1.32
ZAPMETA.WS 0M 57S 1.53
ASK.COM 1M 59S 1.92
MYWAY.COM 3M 00S 2.58
MICROSOFT.COM 3M 00S 2.50
LINKEDIN.COM 5M 19S 4.19
LIVESCORES.COM 20M 12S 4.33
IQOPTION.COM 1M 25S 1.24

137
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
XSCORES 100
LIVESCORES 78
LIVE 73
SCORES 59
LIVESCORE 50
MERCURY 48
ARSENAL 47
GOAL.COM 43
LIVE SCORES 37
SIERRA LEONE 35
TRANSFER NEWS 30
FOOTBALL 29
XSCORE 28
CHELSEA 27
ARSENAL NEWS 24
BARCELONA 23
MAN UTD 21
MAN UNITED 21
GOAL 20
FACEBOOK 20

138
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
TOTAL NUMBER
OF SOCIAL USERS
JAN
2018
490.0 6% 450.0 6%
THOUSAND THOUSAND

139
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
490.0 +32% 92% 38% 63%
THOUSAND

140
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.
+0.04% 6.6% 0.2% 14.4% 19.5%

141
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.
4.85% 5.13% 3.83% 2.99% 2.84%

142
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
43.00 1% 33% 67%
THOUSAND

143
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
5.85 77% 97% 3% 36%
MILLION

144
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
34.14 24.46 41.80 38.99 34.08

145
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
16% 0.6% 4% 2%
0.3% 1% 1% 2%

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, HSBC,
Samsung, Audi, 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 Western Africa Part 1 - West

More Related Content

What's hot

Similar to Digital in 2018 in Western Africa Part 1 - West

More from We Are Social

Recently uploaded

Digital in 2018 in Western Africa Part 1 - West