DIGITAL 2019 KENYA

ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019

DIGITAL 2019 DIGITAL 2019 GLOBAL DIGITAL YEARBOOK ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD

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

5 JAN DIGITAL AROUND THE WORLD IN 2019 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS

7. 676 5 .112 4.388 3.484 3.256 BILLION BILLION BILLION BILLION BILLION URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 56% 67% 57% 45% 42%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 6 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). JAN ANNUAL DIGITAL GROWTH 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS

+1.1% +2.0% +9.1% +9.0% +10%

JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +84 MILLION +100 MILLION +367 MILLION +288 MILLION +297 MILLION

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 7 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). JAN INTERNET PENETRATION BY REGION 2019 INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE)

NORTHERN EUROPE EASTERN 95% EUROPE NORTHERN 80% AMERICA

WESTERN CENTRAL 95% EUROPE 94% 88% 50% ASIA SOUTHERN EASTERN EUROPE 60% ASIA CARIBBEAN NORTHERN 66% AFRICA 50% 51% WESTERN 42% 63% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 41% ASIA SOUTH-EASTERN WESTERN 12% 63% ASIA AFRICA EASTERN 73% 32% AFRICA SOUTHERN AMERICA 51% 69% SOUTHERN OCEANIA AFRICA

SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE 8 MEDIA. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. JAN SOCIAL MEDIA PENETRATION BY REGION 2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION

NORTHERN EUROPE EASTERN 67% EUROPE NORTHERN 48% AMERICA

WESTERN CENTRAL 70% EUROPE 53% 58% 16% ASIA SOUTHERN EASTERN EUROPE 70% ASIA CARIBBEAN NORTHERN 54% AFRICA 40% 46% WESTERN 24% 62% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 12% ASIA SOUTH-EASTERN WESTERN 7% 61% ASIA AFRICA EASTERN 66% 8% AFRICA SOUTHERN AMERICA 38% 57% SOUTHERN OCEANIA AFRICA

SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 9 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. JAN SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS 2019 BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS

FACEBOOK 2271 YOUTUBE 100 WHATSAPP 1500 FB MESSENGER 1300 WEIXIN WECHAT 1083 INSTAGRAM 1000 QQ 803 QONE 531 DOUYIN TIKTOK 500 SINA WEIBO 446 REDDIT 330 TWITTER 326 DOUBAN 320 LINKEDIN 303 BAIDU TIEBA 300 SKYPE 300 SOCIAL NETWORK SNAPCHAT 287 VIBER 260 MESSENGER / VOIP PINTEREST 250 LINE 14

SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *ADVISORY: PLATFORMS 10 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. LINKEDIN FIGURE IS BASED ON MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017). JAN TOP SOCIAL MESSENGERS AROUND THE WORLD 2019 THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018

WHATSAPP (133)

FACEBOOK MESSENGER (75)

VIBER (10)

IMO (3)

LINE (3)

TELEGRAM (3)

WECHAT (3)

GOOGLE MESSAGES (1)

HANGOUTS (1)

KAKAOTALK (1)

ZALO (1)

UNKNOWN (11)

SOURCE: BASED ON SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018). 11 NOTE: FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP. JAN SOCIAL MEDIA AUDIENCE PROFILE 2019 BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER

1% FEMALE 16% MALE

13% 11%

% 7%

5% 5% 4% 3% 3% 3% 2% 2%

13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

12 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. JAN MOBILE CONNECTIVITY BY REGION 2019 THE NUMBER OF MOBILE SUBSCRIPTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS)

NORTHERN EUROPE EASTERN 120% EUROPE NORTHERN 154% AMERICA

WESTERN CENTRAL 105% EUROPE 116% 132% 103% ASIA SOUTHERN EASTERN EUROPE 111% ASIA CARIBBEAN NORTHERN 101% AFRICA 102% 73% WESTERN 91% 96% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 86% ASIA SOUTH-EASTERN WESTERN 53% 129% ASIA AFRICA EASTERN 109% 62% AFRICA SOUTHERN AMERICA 162% 108% SOUTHERN OCEANIA AFRICA

SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: MOBILE SUBSCRIPTIONS DO NOT REPRESENT 13 UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. KENYA

14 JAN KENYA 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE

TOTAL MOBILE INTERNET ACTIVE SOCIAL MOBILE SOCIAL POPULATION SUBSCRIPTIONS USERS MEDIA USERS MEDIA USERS

51.58 46.94 43.33 8.20 7. 70 MILLION MILLION MILLION MILLION MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 27% 91% 84% 16% 15%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 15 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). JAN ANNUAL DIGITAL GROWTH 2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

TOTAL MOBILE INTERNET ACTIVE SOCIAL MOBILE SOCIAL POPULATION SUBSCRIPTIONS USERS MEDIA USERS MEDIA USERS

+2.5% +15% 0% +6.5% +10%

JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +1 MILLION +6 MILLION [UNCHANGED] +500 THOUSAND +700 THOUSAND

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; 16 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). JAN OVERVIEW: POPULATION & ECONOMY 2019 ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS

TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN POPULATION POPULATION POPULATION IN POPULATION SIZE AGE

51.58 50.3% 49.7% +2.5% 20.0 MILLION

URBAN GDP PER CAPITA (PPP) OVERALL LITERACY FEMALE LITERACY MALE LITERACY POPULATION (CURRENT INTERNATIONAL $)* (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+)

27% $3,286 79% 74% 84%

SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2019). *NOTE: 17 ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES. JAN DEVICE USAGE 2019 PERCENTAGE OF THE ADULT POPULATION* THAT USES EACH KIND OF DEVICE [SURVEY-BASED]

MOBILE PHONE SMART LAPTOP OR DESKTOP TABLET (ANY TYPE) PHONE COMPUTER DEVICE

96% 43% 21% 7%

TELEVISION DEVICE FOR STREAMING E-READER WEARABLE (ANY KIND) INTERNET CONTENT TO TV DEVICE TECH DEVICE

76% 3% 1% 2%

SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). *NOTE: PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE DETAILS OF HOW GOOGLE DEFINES 18 'ADULT POPULATION'. ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS. INTERNET USE

19 JAN INTERNET USE: DEVICE PERSPECTIVE 2019 BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

TOTAL NUMBER INTERNET USERS AS TOTAL NUMBER MOBILE INTERNET USERS OF ACTIVE A PERCENTAGE OF OF ACTIVE MOBILE AS A PERCENTAGE INTERNET USERS TOTAL POPULATION INTERNET USERS OF TOTAL POPULATION

global web index 43.33 84% 39.86 77% MILLION MILLION

SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE 20 MEDIA. MOBILE SHARE DATA: GLOBALWEBINDEX (Q2 & Q3 2018); AND EXTRAPOLATIONS OF DATA PUBLISHED BY THE WORLD’S LARGEST SOCIAL MEDIA PLATFORMS VIA EARNINGS RELEASES AND SELF-SERVE ADVERTISING TOOLS. GLOBALWEBINDEX FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2019 DIFFERENT PERSPECTIVES ON THE NUMBER OF INTERNET USERS, FROM SOME OF THE WORLD’S MOST COMPREHENSIVE STUDIES

INTERNET ITU (INTERNATIONAL WORLD CIA WORLD WORLD STATS TELECOMMUNICATION UNION) BANK FACTBOOK

43.33 8.56 8.56 12 .17 MILLION MILLION MILLION MILLION

21 SOURCE: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK (ALL LATEST DATA AVAILABLE IN JANUARY 2019). JAN FREQUENCY OF INTERNET USE 2019 HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)

EVERY AT LEAST ONCE AT LEAST ONCE LESS THAN ONCE DAY PER WEEK PER MONTH PER MONTH

1 7 31 365

72% 15% 7% 6%

SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE 22 BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS. JAN INTERNET CONNECTION SPEEDS 2019 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON

AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN MOBILE INTERNET AVERAGE SPEED OF MOBILE FIXED INTERNET AVERAGE SPEED OF FIXED CONNECTIONS INTERNET CONNECTIONS CONNECTIONS INTERNET CONNECTIONS

15.53 +2.8% 14.42 -6.3% MBPS MBPS

23 SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017). JAN ALEXA’S TOP WEBSITES 2019 RANKING OF WEBSITES BY THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS

# WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT

01 GOOGLE.COM 07M 42S 9.54 11 CITIZENTV.CO.KE 01M 53S 1.77

02 YOUTUBE.COM 08M 47S 5.02 12 JUMIA.CO.KE 08M 46S 4.75

03 STANDARDMEDIA.CO.KE 09M 12S 3 .12 13 WIKIPEDIA.ORG 04M 15S 3.15

04 TUKO.CO.KE 05M 11S 2.74 14 KENYANS.CO.KE 05M 24S 2.82

05 THE-STAR.CO.KE 04M 12S 2.73 15 ECITIZEN.GO.KE 15M 58S 8.82

06 FACEBOOK.COM 09M 43S 4.03 16 NATION.CO.KE 05M 37S 2.92

07 YAHOO.COM 04M 01S 3.60 17 BETPAWA.CO.KE 22M 15S 17.60

08 SDE.CO.KE 02M 11S 1.83 18 KRA.GO.KE 12M 00S 4.28

09 SPORTPESA.CO.KE 09M 10S 2.41 19 GHAFLA.COM 02M 22S 1.79

10 BETIN.CO.KE 06M 31S 2.84 20 1XBET.CO.KE 02M 44S 1.41

SOURCE: ALEXA (JANUARY 2019). NOTES: ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE FOR DAYS 24 WHEN THEY VISIT THE SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN TOP GOOGLE SEARCH QUERIES IN 2018 2019 BASED ON SEARCHES THROUGHOUT 2018

# SEARCH QUERY INDEX # SEARCH QUERY INDEX

01 SPORTPESA 100 11 TUBIDY 13

02 KENYA 77 12 ARSENAL 13

03 LIVESCORE 67 13 FOREBET 13

04 NEWS 45 14 GMAIL 13

05 BETPAWA 30 15 YOUTUBE 12

06 FACEBOOK 26 16 CHELSEA 11

07 BETIN 26 17 LIVESCORE CZ 10

08 PREDICTION 24 18 NATION 10

09 BETIKA 19 19 SPORTPESA LIVESCORE 10

10 SPORTPESA LOGIN 18 20 GAMES 9

SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN 25 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). YEAR-ON-YEAR CHANGE FIGURES COMPARE INDEX VALUES FOR EACH QUERY IN DECEMBER 2018 TO DECEMBER 2017. SOCIAL MEDIA USE

26 JAN SOCIAL MEDIA OVERVIEW 2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS

TOTAL NUMBER ACTIVE SOCIAL MEDIA TOTAL NUMBER OF ACTIVE ACTIVE MOBILE SOCIAL OF ACTIVE SOCIAL USERS AS A PERCENTAGE SOCIAL USERS ACCESSING USERS AS A PERCENTAGE MEDIA USERS OF TOTAL POPULATION VIA MOBILE DEVICES OF THE TOTAL POPULATION

8.20 16% 7. 70 15% MILLION MILLION

SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL 27 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. JAN SOCIAL MEDIA BEHAVIOURS 2019 HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED]

VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET NETWORK OR MESSAGING OR CONTRIBUTED TO SOCIAL OF TIME PER DAY SPENT SOCIAL MEDIA ACCOUNTS USERS WHO USE SOCIAL IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIAL MEDIA PER INTERNET USER* MEDIA FOR WORK PURPOSES

global global web web index index [N/A] [N/A] 2H 47M 6.8 [N/A]

SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. FIGURES FOR ‘TIME SPENT’ ARE DAILY AVERAGES, IN 28 HOURS AND MINUTES.*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. JAN MOST ACTIVE SOCIAL MEDIA PLATFORMS 2019 PERCENTAGE OF INTERNET USERS WHO REPORT USING EACH PLATFORM [SURVEY BASED]

WHATSAPP 82% FAEBOO 80% YOUTUBE 61% INSTAGRA 48% FB ESSENGER 41% TWITTER 33% LINEDIN 16% SYPE 15% SNAPHAT 15% PINTEREST 13% VIBER 5% TUBLR 5% BADOO 3% SOCIAL NETWORK WEHAT 3% MESSENGER / VOIP REDDIT 3% LINE 3%

29 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. JAN SOCIAL MEDIA ADVERTISING AUDIENCES 2019 A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS

TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING AUDIENCE ON FACEBOOK AUDIENCE ON INSTAGRAM AUDIENCE ON TWITTER AUDIENCE ON SNAPCHAT AUDIENCE ON LINKEDIN (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (REGISTERED MEMBERS)

7.9 0 1.90 641.0 307.5 2.10 MILLION MILLION THOUSAND THOUSAND MILLION

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 41% 59% 45% 55% 21% 79% 70% 27% 38% 62%

SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL 30 ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS. JAN SOCIAL MEDIA AUDIENCES: QUARTERLY GROWTH 2019 THE QUARTERLY CHANGE IN THE TOTAL ADDRESSABLE ADVERTISING AUDIENCES* OF SELECTED SOCIAL MEDIA PLATFORMS

QUARTERLY CHANGE IN QUARTERLY CHANGE IN QUARTERLY CHANGE IN QUARTERLY CHANGE IN QUARTERLY CHANGE IN THE TOTAL ADVERTISING THE TOTAL ADVERTISING THE TOTAL ADVERTISING THE TOTAL ADVERTISING THE TOTAL ADVERTISING AUDIENCE ON FACEBOOK AUDIENCE ON INSTAGRAM AUDIENCE ON TWITTER AUDIENCE ON SNAPCHAT AUDIENCE ON LINKEDIN (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (REGISTERED MEMBERS)

+3.9% +12% +3.0% +32% +11%

SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL 31 ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS. JAN SOCIAL MEDIA AUDIENCE PROFILE 2019 BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER

23% FEMALE 19% MALE

16% 15%

7%

44% 31% 31% 22% 28% 13% 16% 07% 12%

13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

32 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. JAN FACEBOOK AUDIENCE OVERVIEW 2019 BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF FACEBOOK REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN FACEBOOK THAT FACEBOOK THAT FACEBOOK ADVERTS ON FACEBOOK ADVERTS ON FACEBOOK ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

7.9 0 23% +3.9% 41% 59% MILLION

SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. 33 ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. AS A RESULT, FIGURES ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS. JAN FACEBOOK ACTIVITY FREQUENCY 2019 THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK

NUMBER OF POSTS LIKED IN COMMENTS MADE IN FACEBOOK POSTS FACEBOOK ADVERTS FACEBOOK PAGES THE PAST 30 DAYS THE PAST 30 DAYS SHARED IN THE PAST 30 CLICKED IN THE PAST 30 LIKED (LIFETIME) (ALL POST TYPES) (ALL POST TYPES) DAYS (ALL POST TYPES) DAYS (ANY CLICK TYPE)

1 8 5 1 4

FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 1 1 10 8 6 4 1 1 5 4

34 SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE. JAN FACEBOOK PAGE REACH BENCHMARKS 2019 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA

AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAID MEDIA vs. TOTAL REACH

+0.10% 6.1% 5.6% 20% 21%

SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, 35 PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. JAN FACEBOOK ENGAGEMENT BENCHMARKS 2019 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH

AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK PAGE POSTS (ALL TYPES OF PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS PAGE STATUS POSTS POST, ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*)

3.14% 4.52% 5.82% 2.48% 1.73%

SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES 36 WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES‘) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT ACROSS ALL POST TYPES. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. JAN INSTAGRAM AUDIENCE OVERVIEW 2019 BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF INSTAGRAM REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN INSTAGRAM THAT INSTAGRAM THAT INSTAGRAM ADVERTS ON INSTAGRAM ADVERTS ON INSTAGRAM ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

1.90 5.5% +12% 45% 55% MILLION

37 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. JAN TWITTER AUDIENCE OVERVIEW 2019 BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF TWITTER REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN TWITTER THAT TWITTER THAT TWITTER ADVERTS ON TWITTER ADVERTS ON TWITTER ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

641.0 1.9% +3.0% 21% 79% THOUSAND

SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE 38 FIGURES EXTRAPOLATED FROM AVAILABLE DATA. JAN SNAPCHAT AUDIENCE OVERVIEW 2019 BASED ON SNAPCHAT’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF SNAPCHAT REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN SNAPCHAT THAT SNAPCHAT THAT SNAPCHAT ADVERTS ON SNAPCHAT ADVERTS ON SNAPCHAT ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

307.5 0.9% +32% 70% 27% THOUSAND

SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: SNAPCHAT DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE 39 DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE. JAN LINKEDIN AUDIENCE OVERVIEW 2019 BASED ON LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF LINKEDIN REPORTS AGED 18+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN LINKEDIN THAT LINKEDIN THAT LINKEDIN ADVERTS ON LINKEDIN ADVERTS ON LINKEDIN ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

2.10 7.5% +11% 38% 62% MILLION

SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES 40 NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA. JAN TOP YOUTUBE SEARCH QUERIES IN 2018 2019 BASED ON SEARCHES ON THE YOUTUBE PLATFORM THROUGHOUT 2018

# SEARCH QUERY INDEX # SEARCH QUERY INDEX

01 SONGS 100 11 CITIZEN TV LIVE 11

02 MOVIES 52 12 ARSENAL 11

03 DIAMOND 24 13 NTV 10

04 MUSIC 24 14 HARMONIZE 10

05 CITIZEN 21 15 CHURCHILL 10

06 CITIZEN LIVE 16 16 DIAMOND PLATNUMZ 9

07 MOVIES 2018 16 17 CHELSEA 8

08 CITIZEN TV 15 18 KTN LIVE 8

09 KTN 13 19 BONGO 8

10 DJ AFRO 12 20 REGGAE 7

SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES 41 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). MOBILE USE

42 JAN MOBILE CONNECTIONS BY TYPE 2019 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE CONNECTIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G & 4G)

46.94 91% 97% 3% 44% MILLION

SOURCE: GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). ADVISORY: GSMA INTELLIGENCE HAVE REVISED SOME HISTORICAL FIGURES IN THE PAST YEAR, SO THE FIGURES SHOWN HERE 43 MAY NOT BE DIRECTLY COMPARABLE TO THE DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS. JAN MOBILE CONNECTIVITY INDEX 2019 GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY

OVERALL COUNTRY MOBILE NETWORK AFFORDABILITY OF CONSUMER AVAILABILITY OF RELEVANT INDEX SCORE INFRASTRUCTURE DEVICES & SERVICES READINESS CONTENT & SERVICES

50.95 39.62 63.06 62.52 43.15 OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100

44 SOURCE: GSMA INTELLIGENCE. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ E-COMMERCE USE

45 JAN FINANCIAL INCLUSION FACTORS 2019 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS AN ACCOUNT WITH HAS A HAS A MOBILE MAKES ONLINE PURCHASES A FINANCIAL INSTITUTION CREDIT CARD MONEY ACCOUNT AND / OR PAYS BILLS ONLINE

82% 5.7% 73% 26%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN WITH A CREDIT CARD WITH A CREDIT CARD MAKING ONLINE TRANSACTIONS MAKING ONLINE TRANSACTIONS

3.5% 8.1% 20% 33%

SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST AVAILABLE DATA, ACCESSED JANUARY 2019). 46 NOTE: FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTAL POPULATION. MORE INFORMATION

47 CLICK THE LOGOS BELOW TO READ AND DOWNLOAD THE FULL COLLECTION OF DIGITAL 2019 REPORTS, AND ACCESS ADDITIONAL CONTENT, INSIGHTS AND RESOURCES FROM HOOTSUITE AND WE ARE SOCIAL:

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GlobalWebIndex is the leading provider of audience profiling data to agencies, publishers, and brands worldwide.

90% GLOBAL ONGOING DATA COLLECTION CROSS-DEVICE COVERAGE ACROSS 45 MARKETS COVERAGE

Learn more at http://www.globalwebindex.com SPECIAL THANKS: GSMA INTELLIGENCE

GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s data covers every operator group, network and MVNO in every country – from Afghanistan to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics available, comprising tens of millions of individual data points.

Leading operators, vendors, regulators, financial institutions and third-party industry players rely on GSMA Intelligence to support strategic decision-making and long-term investment planning. The data is used as an industry reference point and is frequently cited by the media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce regular thought-leading research reports across a range of industry topics.

Learn more about GSMA Intelligence at http://www.gsmaintelligence.com SPECIAL THANKS: STATISTA Statista is one of the world’s largest online statistics databases. Its Digital Market Outlook products provide forecasts, detailed market insights, and key indicators on over 90 digital markets within verticals including e-commerce, digital media, smart home, and e-health for over 150 countries and regions.

82% OF THE GLOBAL 150 COUNTRIES 92% OF WORLDWIDE MORE THAN 30,000 INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS

Learn more about Statista at http://www.statista.com SPECIAL THANKS: LOCOWISE Locowise is a social media performance measurement platform that helps agencies to manage clients, produce and prove value, and win new business.

CUSTOM REPORT CAMPAIGN INSIGHTS FROM ALL PREDICTIVE BUILDER WITH ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE OVER 300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY

Learn more about Locowise at http://locowise.com SPECIAL THANKS: SIMILARWEB SimilarWeb is the pioneer of market intelligence and the standard for understanding the digital world. SimilarWeb provides granular insights about any website or app across all industries in every region.

WEB APP GLOBAL GRANULAR INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS

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

1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED REGISTERED USERS DATA 150 COUNTRIES SERVICE & SUPPORT

Learn more about App Annie at http://www.appannie.com NOTES ON DATA SOURCES

POPULATION & DEMOGRAPHICS: United reported in Facebook’s self-serve advertising tools. SOCIAL MEDIA BEHAVIOURS: Time spent on Nations World Population Prospects, 2017 Revision; Internet connection speed data from Ookla Speedtest social media from GlobalWebIndex (Q2 & Q3 US Census Bureau (accessed January 2019); United (December 2018). Time spent on the internet from 2018)*. Facebook reach and engagement data from Nations World Urbanization Prospects, 2018 Revision. GlobalWebIndex (Q2 & Q3 2018)*. World’s top Locowise (Q4 2018). websites from SimilarWeb (December 2018) and LITERACY RATES: UNESCO Institute for Statistics; Alexa (30 days to 16 January 2019). Google search MOBILE USERS & CONNECTIONS: GSMA UNICEF Data; World Bank DataBank; Pew Research; insights from Google Trends (data for full year 2018). Intelligence (January 2019); Ericsson Mobility Report Ethnologue; IndexMundi; CIA World Factbook; Data on use of voice search and ad blockers from (November 2018); Ericsson Mobility Calculator and Phrasebase (all accessed January 2019). GlobalWebIndex (Q2 & Q3 2018)*. Privacy concern Visualizer tools (accessed January 2019); insights from Statista Global Consumer Survey 2018. GDP & FINANCIAL INCLUSION DATA: World Content streaming insights from GlobalWebIndex MOBILE APPS: App Annie (January 2019); Bank DataBank; IMF Data; CIA World Factbook (all (Q2 & Q3 2018)*. Internet use frequency data from SimilarWeb (January 2019). accessed January 2019). Google Consumer Barometer (accessed January 2018). E-COMMERCE USERS & SPEND: Statista Digital DEVICE USAGE: Google Consumer Barometer Market Outlook (e-Commerce, e-Travel, and digital (accessed January 2018). Note that data has not been SOCIAL MEDIA USERS: Company earnings media industry reports) (accessed January 2019). updated in the past 12 months. announcements; press releases; remarks by senior GlobalWebIndex (Q2 & Q3 2018)*; Worldpay platform executives at public events; statements on Global Payments Report (November 2018). INTERNET USERS: InternetWorldStats; ITU Statistics; company websites; reports in reputable media. Top World Bank DataBank; CIA World Factbook; Eurostat messenger platforms from SimilarWeb (December *METHODOLOGY NOTE: GlobalWebIndex Data Explorer; Facebook’s self-serve advertising 2018). conducts a quarterly survey of a panel of 22 million tools; Techrasa; MidEastMedia.org; local government internet users across 45 countries around the world, authorities and telecom regulatory bodies; reports in SOCIAL MEDIA ADVERTISING AUDIENCES: data representing 90% of the world’s total internet users. For reputable media (all accessed January 2019). Mobile extracted from each platform’s self-serve advertising full details of the company’s methodology, please visit Internet share based on data from GlobalWebIndex tools (January 2019 and October 2018). Many data http://www.globalwebindex.com/ (Q2 & Q3 2018)*, and extrapolations of data points involve further extrapolations of this data. NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES This report uses data from a wide variety of Similarly, reports of internet user numbers It’s unlikely that one hundred percent of sources, including market research agencies, vary considerably between different sources. internet users in any given country will use internet and social media companies, In part, this is because there are fewer the same social media platform though, so in governments and public bodies, news media, commercial imperatives for governments cases where internet and social media user journalists, and our own internal analysis. and regulators to collect and publish regular numbers are the same, it’s likely that the actual internet user data. However, the user numbers number of internet users will be higher than the Wherever possible, we’ve prioritised data published by social media platforms can be number we’ve reported. sources that provide broader geographical a useful proxy for the number of internet users coverage, in order to minimise the potential in countries where no other reliable data are Lastly, a number of metrics that we reported in variations between data points, and offer available, because all active social media last year’s Global Digital reports have been more reliable comparison across countries. users must have an active internet connection revised by the original data provider since However, where we believe that an individual in order to access social media. These data publication, and as a result, some figures metric provides a more reliable reference, are also more likely to be updated on a in this year’s reports may appear to have we’ve used such individual numbers to ensure regular basis, as social media companies changed in unexpected ways. Wherever the most accurate reporting. rely on this data to help sell their advertising we’re aware of these changes, we’ve included products and services. details in the footnotes of each relevant chart, Furthermore, due to differing data collection but please use caution when comparing data and treatment methodologies used by these As a result, on occasion, we’ve used the latest from different reports in case the original base organisations, and the different sample addressable advertising audience data from has changed. periods during which data were collected, social media platforms’ self-serve advertising there may be significant differences in the tools to inform our internet user numbers, If you have any questions about specific data reported metrics for similar data points especially in less-developed economies, points in these reports, or if you’d like to offer throughout this report. In particular, data where ‘official’ internet user numbers are your organisation’s data for consideration in collected via surveys often vary from one published less frequently. Consequently, there future reports, please email our reports team: report to another, even if those data were are a number of instances in this report where [email protected]. collected by the same organisation using the the reported number of social media users same approach in each wave. equals the reported number of internet users. DISCLAIMER AND IMPORTANT NOTES This report has been compiled by Kepios Pte. This report contains data, tables, figures, anyone else for any direct, indirect, punitive, Ltd. (“Kepios”), We Are Social Ltd. (“We Are maps, flags, analyses and technical notes incidental, special, consequential, exemplary Social”) and Hootsuite Inc. 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