The Data, Trends, and Insights You Need to Help You Understand How People Use the Internet, Mobile, Social Media, and Ecommerce

DIGITAL 2020 ITALY

ALL THE DATA, TRENDS, AND INSIGHTS YOU NEED TO HELP YOU UNDERSTAND HOW PEOPLE USE THE INTERNET, MOBILE, SOCIAL MEDIA, AND ECOMMERCE

! IMPORTANT NOTES ON CHANGES TO DATA Changes to data sources, underlying data, and reporting methodologies mean that various figures in this report will not be comparable to similar figures that we published in previous Global Digital Reports. Wherever such changes affect data in this report, we have included a COMPARABILITY ADVISORY in the footnotes of each relevant slide. These changes relate to either (1) a source change, where we have substantially changed the data sources that we use to inform data points; or (2) a base change, where either we or our data providers have made material changes to the ways in which we and / or they collect and / or report underlying data. Wherever such changes occur, we have also endeavoured to re-base the historical data we use for annual or quarterly growth figures, but where we have been unable to re-base historical data, we have included an advisory in the footnotes of each relevant slide. Please see the complete list of data sources at the end of this report for further details. DIGITAL 2020 DIGITAL 2020 GLOBAL DIGITAL OVERVIEW GLOBAL DIGITAL YEARBOOK ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE

CLICK HERE TO READ OUR DIGITAL 2020 CLICK HERE TO READ OUR DIGITAL 2020 GLOBAL OVERVIEW REPORT, WITH MORE GLOBAL DIGITAL YEARBOOK, WITH THAN 200 PAGES OF ESSENTIAL CHARTS ESSENTIAL HEADLINE DIGITAL DATA AND INSIGHTS FROM AROUND THE WORLD FOR EVERY COUNTRY IN THE WORLD CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECH REP. GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE 2020 GLOBAL HEADLINES JAN DIGITAL AROUND THE WORLD IN 2020 2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE

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

7.75 5.19 4.54 3.80 BILLION BILLION BILLION BILLION

URBANISATION: PENETRATION: PENETRATION: PENETRATION: 55% 67% 59% 49%

SOURCES: POPULATION: UNITED NATIONS; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; LOCAL TELECOMS REGULATORY AUTHORITIES 7 AND GOVERNMENT BODIES; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN GLOBAL DIGITAL GROWTH 2020 THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION

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

+1.1% +2.4% +7.0% +9.2% JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 +82 MILLION +124 MILLION +298 MILLION +321 MILLION

SOURCES: POPULATION: UNITED NATIONS; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; LOCAL TELECOMS REGULATORY AUTHORITIES 8 AND GOVERNMENT BODIES; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN INTERNET PENETRATION BY REGION 2020 NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION*

NORTHERN EUROPE EASTERN 95% EUROPE NORTHERN 78% AMERICA

WESTERN CENTRAL 88% EUROPE 92% 83% 54% ASIA SOUTHERN EASTERN EUROPE 63% ASIA CARIBBEAN NORTHERN 72% AFRICA 53% 60% WESTERN 48% 66% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 36% ASIA SOUTHEASTERN WESTERN 22% 66% ASIA AFRICA EASTERN 72% 23% AFRICA SOUTHERN AMERICA 60% 70% SOUTHERN OCEANIA AFRICA

SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY 9 AUTHORITIES; APJII; UNITED NATIONS. *NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. COMPARABILITY ADVISORY: IMPORTANT SOURCE CHANGES. FIGURES ARE NOT DIRECTLY COMPARABLE TO PREVIOUS REPORTS. JAN SOCIAL MEDIA USE vs. TOTAL POPULATION BY REGION 2020 THE NUMBER OF ACTIVE SOCIAL MEDIA USERS IN EACH REGION COMPARED TO TOTAL POPULATION*, REGARDLESS OF AGE

NORTHERN EUROPE EASTERN 67% EUROPE NORTHERN 49% AMERICA

WESTERN CENTRAL 69% EUROPE 54% 59% 22% ASIA SOUTHERN EASTERN EUROPE 71% ASIA CARIBBEAN NORTHERN 56% AFRICA 39% 51% WESTERN 27% 64% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 13% ASIA SOUTHEASTERN WESTERN 6% 63% ASIA AFRICA EASTERN 67% 8% AFRICA SOUTHERN AMERICA 36% 57% SOUTHERN OCEANIA AFRICA

SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL 10 LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN THE WORLD’S MOST-USED SOCIAL PLATFORMS 2020 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, ADVERTISING AUDIENCES, OR UNIQUE MONTHLY VISITORS (IN MILLIONS)

FACEBOOK 2,449 YOUTUBE 2,000 WHATSAPP* 1,600 FB MESSENGER* 1,300 WEIXIN / WECHAT 1,151 INSTAGRAM* 1,000 DOUYIN / TIKTOK 800 QQ 731 QZONE 517 SINA WEIBO 497 REDDIT 430 DATA UPDATED TO: SNAPCHAT** 382 25 JANUARY 2020 TWITTER** 340 PINTEREST 322 KUAISHOU 316

SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS 11 IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS. PLATFORMS IDENTIFIED BY (**) DO NOT PUBLISH MAU DATA. FIGURES FOR TWITTER AND SNAPCHAT USE EACH PLATFORM’S LATEST ADVERTISING AUDIENCE REACH FIGURE, AS REPORTED IN EACH PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). JAN TOP MESSENGER APPS AROUND THE WORLD 2020 THE MOST ACTIVE MESSENGER APP* IN EACH COUNTRY OR TERRITORY IN DECEMBER 2019

WHATSAPP (138)

FACEBOOK MESSENGER (74)

VIBER (7)

IMO (3)

LINE (3)

SKYPE (2)

WECHAT (2)

KAKAOTALK (1)

PLUS MESSENGER (1)

UNKNOWN (14)

SOURCE: SIMILARWEB (JANUARY 2020). *NOTES: RANKINGS ARE BASED ON MESSENGER APPS WITH THE HIGHEST NUMBER OF AVERAGE DAILY ANDROID APP USERS IN EACH RESPECTIVE 12 COUNTRY OR TERRITORY DURING DECEMBER 2019. FIGURES IN PARENTHESES IN THE LEGEND DENOTE THE NUMBER OF COUNTRIES OR TERRITORIES IN WHICH EACH APP IS THE TOP-RANKED MESSENGER. FIGURE FOR FACEBOOK MESSENGER INCLUDES MESSENGER LITE. JAN MOBILE CONNECTIVITY BY REGION 2020 NUMBER OF MOBILE CONNECTIONS* IN EACH REGION COMPARED TO TOTAL POPULATION (REGARDLESS OF AGE)

NORTHERN EUROPE EASTERN 119% EUROPE NORTHERN 149% AMERICA

WESTERN CENTRAL 106% EUROPE 117% 127% 102% ASIA SOUTHERN EASTERN EUROPE 114% ASIA CARIBBEAN NORTHERN 101% AFRICA 101% 77% WESTERN 84% 99% MIDDLE ASIA CENTRAL AFRICA SOUTHERN AMERICA 92% ASIA SOUTHEASTERN WESTERN 51% 135% ASIA AFRICA EASTERN 106% 60% AFRICA SOUTHERN AMERICA 169% 107% SOUTHERN OCEANIA AFRICA

SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). *NOTES: CONNECTION FIGURES DO NOT INCLUDE IOT CELLULAR CONNECTIONS. PERCENTAGES MAY 13 EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS. JAN GLOBAL MOBILE APP RANKINGS: ACTIVE USERS 2020 GLOBAL RANKINGS OF TOP MOBILE APPS AND GAMES BY AVERAGE MONTHLY ACTIVE USERS THROUGHOUT 2019

RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS

# APP NAME COMPANY # GAME NAME COMPANY

01 WHATSAPP MESSENGER FACEBOOK 01 PUBG MOBILE TENCENT

02 FACEBOOK FACEBOOK 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD

03 FACEBOOK MESSENGER FACEBOOK 03 HONOUR OF KINGS TENCENT

04 WECHAT TENCENT 04 ANIPOP HAPPY ELEMENTS

05 INSTAGRAM FACEBOOK 05 GAME FOR PEACE TENCENT

06 TIKTOK BYTEDANCE 06 CLASH OF CLANS SUPERCELL

07 ALIPAY ANT FINANCIAL SERVICES GRP. 07 POKÉMON GO NIANTIC

08 QQ TENCENT 08 SUBWAY SURFERS KILOO

09 TAOBAO ALIBABA GROUP 09 CLASH ROYALE SUPERCELL

10 BAIDU BAIDU 10 FREE FIRE SEA

14 SOURCE: APP ANNIE (JANUARY 2020). COMBINED DATA FOR ANDROID AND IOS DEVICES. JAN GLOBAL ECOMMERCE ACTIVITIES 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH

SEARCHED ONLINE FOR VISITED AN ONLINE PURCHASED A MADE AN ONLINE MADE AN ONLINE A PRODUCT OR SERVICE RETAIL STORE ON THE PRODUCT ONLINE PURCHASE VIA A LAPTOP PURCHASE VIA A TO BUY (ANY DEVICE) WEB (ANY DEVICE) (ANY DEVICE) OR DESKTOP COMPUTER MOBILE DEVICE

global global web web index index 80% 90% 74% 36% 52%

15 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. ITALY JAN ITALY 2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE ITALY

TOTAL MOBILE PHONE INTERNET ACTIVE SOCIAL POPULATION CONNECTIONS USERS MEDIA USERS

60.51 80.40 49.48 35.00 MILLION MILLION MILLION MILLION

URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: 70% 133% 82% 58%

SOURCES: POPULATION: UNITED NATIONS; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; LOCAL TELECOMS REGULATORY AUTHORITIES 17 AND GOVERNMENT BODIES; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN DIGITAL GROWTH INDICATORS 2020 CHANGES IN KEY INDICATORS OF DIGITAL ADOPTION ITALY

TOTAL MOBILE PHONE INTERNET ACTIVE SOCIAL POPULATION CONNECTIONS USERS MEDIA USERS

-0.1% -2.7% +2.4% +6.4% JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. JAN 2019 JAN 2020 vs. APR 2019 -83 THOUSAND -2.2 MILLION +1.2 MILLION +2.1 MILLION

SOURCES: POPULATION: UNITED NATIONS; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; LOCAL TELECOMS REGULATORY AUTHORITIES 18 AND GOVERNMENT BODIES; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN OVERVIEW OF THE POPULATION 2020 CORE DEMOGRAPHIC INDICATORS ITALY

TOTAL FEMALES AS A PERCENTAGE MALES AS A PERCENTAGE ANNUAL CHANGE MEDIAN POPULATION OF POPULATION* OF POPULATION* IN TOTAL POPULATION AGE

60.51 51% 49% -0.1% 47.3 MILLION -83 THOUSAND

URBAN POPULATION AS A POPULATION DENSITY OVERALL LITERACY RATE FEMALE LITERACY RATE MALE LITERACY RATE SHARE OF TOTAL POPULATION (PEOPLE PER KM2) (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+)

70% 205.6 99% 99% 99%

SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2020). NOTE: 19 NEITHER THE UNITED NATIONS NOR THE U.S. CENSUS BUREAU PUBLISH DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’. DATA AND GENDER DEFINITIONS AS REPORTED BY EACH RESPECTIVE ORGANISATION, BASED ON AVAILABLE DATA. JAN POPULATION BY AGE GROUP 2020 THE TOTAL NUMBER OF PEOPLE WITHIN EACH AGE GROUP ITALY

TOTAL POPULATION AGED POPULATION AGED POPULATION POPULATION 13 AND ABOVE 18 AND ABOVE AGED 16 TO 64

13+ 18+

60.51 89% 84% 63% MILLION 53.7 MILLION 50.9 MILLION 38.0 MILLION

20 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU (LATEST DATA AVAILABLE IN JANUARY 2020). JAN DEVICE OWNERSHIP 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE ITALY

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

global global web web index index 94% 94% 1.6% 77% 54%

DEVICE FOR STREAMING TV GAMES SMART HOME SMART WATCH VIRTUAL CONTENT OVER THE INTERNET CONSOLE DEVICE OR WRISTBAND REALITY DEVICE

global global web web index index 13% 38% 7.9% 15% 2.9%

21 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. JAN DAILY TIME SPENT WITH MEDIA 2020 AVERAGE DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES ITALY

USING THE USING WATCHING LISTENING TO MUSIC USING A INTERNET SOCIAL MEDIA TELEVISION* STREAMING SERVICES GAMES CONSOLE

global global web web index index 6H 00M 1H 57M 3H 07M 1H 01M 0H 49M

SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 22 *NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. INTERNET USE JAN OVERVIEW OF INTERNET USE 2020 NUMBER OF PEOPLE USING THE INTERNET, AND HOW MUCH TIME THEY SPEND USING THE INTERNET EACH DAY ITALY

TOTAL NUMBER INTERNET USERS ANNUAL GROWTH AVERAGE DAILY TIME SPENT OF INTERNET USERS AS A PERCENTAGE OF IN THE NUMBER USING THE INTERNET ON ANY ON ANY DEVICE TOTAL POPULATION OF INTERNET USERS DEVICE BY EACH INTERNET USER

global web index 49.48 82% +2.4% 6H 00M MILLION +1.2 MILLION

SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY 24 AUTHORITIES; APJII; UNITED NATIONS (ALL LATEST AVAILABLE DATA IN JANUARY 2020). TIME SPENT DATA FROM GLOBALWEBINDEX (Q3 2019), BASED ON A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. COMPARABILITY ADVISORY: SOURCE CHANGES. JAN MOBILE INTERNET USE 2020 INTERNET USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES ITALY

TOTAL NUMBER MOBILE INTERNET USERS SHARE OF ALL INTERNET SHARE OF ALL INTERNET AVERAGE DAILY TIME SPENT OF MOBILE AS A PERCENTAGE OF USERS ACCESSING USERS ACCESSING USING THE INTERNET INTERNET USERS TOTAL INTERNET USERS VIA SMARTPHONES* VIA FEATURE PHONES* ON MOBILE DEVICES

global global web web index index 45.57 92% 92% 1.2% 2H 42M MILLION

SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY 25 AUTHORITIES; APJII (ALL LATEST AVAILABLE DATA IN JANUARY 2020). TIME AND SHARE DATA VIA GLOBALWEBINDEX (Q3 2019) *NOTE: FIGURES FOR SHARE BY MOBILE DEVICE TYPE REPRESENT EACH DEVICE’S SHARE OF TOTAL INTERNET USERS AGED 16 TO 64, NOT JUST SHARE OF MOBILE INTERNET USERS. COMPARABILITY ADVISORY: SOURCE CHANGES. JAN INTERNET CONNECTION SPEEDS: OVERVIEW 2020 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS ITALY

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

36.78 +24% 59.27 +37% MBPS MBPS

26 SOURCE: OOKLA (JANUARY 2020). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS IN DECEMBER 2019, WITH COMPARISONS TO AVERAGE DOWNLOAD SPEEDS IN DECEMBER 2018. JAN SHARE OF WEB TRAFFIC BY DEVICE 2020 EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS IN DECEMBER 2019 ITALY

MOBILE LAPTOPS & TABLET OTHER PHONES DESKTOPS COMPUTERS DEVICES

39.2% 58.0% 2.7% 0.2% DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: +2.2% +0.9% -33% -27%

SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTE: FIGURES FOR DEVICE SHARE ARE FOR 27 DECEMBER 2019; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2019 TO DECEMBER 2018. JAN MOST-VISITED WEBSITES (SIMILARWEB) 2020 RANKING OF TOP WEBSITES BY AVERAGE MONTHLY TRAFFIC ACCORDING TO SIMILARWEB ITALY

# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT

01 GOOGLE.COM SEARCH 1,675,000,000 10M 38S 8.8

02 FACEBOOK.COM SOCIAL 524,700,000 11M 09S 10.7

03 YOUTUBE.COM STREAMING VIDEO 401,300,000 20M 41S 9.4

04 GOOGLE.IT SEARCH 292,300,000 8M 41S 10.0

05 AMAZON.IT E-COMMERCE 191,100,000 7M 35S 10.0

06 WIKIPEDIA.ORG REFERENCE 190,000,000 3M 47S 3.0

07 REPUBBLICA.IT NEWS & MEDIA 94,780,000 9M 20S 3.9

08 PORNHUB.COM ADULT 86,500,000 8M 24S 7.0

09 INSTAGRAM.COM SOCIAL 81,620,000 5M 50S 12.6

10 LIBERO.IT NEWS & MEDIA 66,840,000 8M 46S 9.0

SOURCE: SIMILARWEB (JANUARY 2020). FIGURES BASED ON MONTHLY AVERAGES FOR Q4 2019. NOTES: CATEGORIES AND CATEGORY DEFINITIONS AS PER SIMILARWEB’S DEFINITIONS. 28 ‘MONTHLY TRAFFIC’ DOES NOT REPRESENT UNIQUE VISITORS. ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN MOST-VISITED WEBSITES (ALEXA) 2020 RANKING OF TOP WEBSITES BY AVERAGE MONTHLY TRAFFIC ACCORDING TO ALEXA ITALY

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

01 GOOGLE.COM 12M 09S 14.6 11 LIVEJASMIN.COM 2M 20S 1.5

02 YOUTUBE.COM 11M 44S 6.7 12 LIVE.COM 4M 53S 5.0

03 GOOGLE.IT 3M 40S 4.2 13 BONGACAMS.COM 3M 04S 1.7

04 AMAZON.IT 7M 00S 7.1 14 MYMOVIES.IT 2M 51S 2.0

05 WIKIPEDIA.ORG 3M 55S 3.0 15 DAGOSPIA.COM 8M 11S 5.2

06 FACEBOOK.COM 17M 48S 7.8 16 SUBITO.IT 8M 12S 7.1

07 LIBERO.IT 3M 28S 3.3 17 GDS.IT 2M 29S 1.3

08 REPUBBLICA.IT 15M 12S 2.6 18 LALEGGEPERTUTTI.IT 2M 08S 1.2

09 YAHOO.COM 4M 34S 4.4 19 PORNHUB.COM 10M 02S 3.4

10 EBAY.IT 6M 53S 5.8 20 NETFLIX.COM 3M 15S 2.7

SOURCE: ALEXA (JANUARY 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED 29 PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH 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 2020 THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH THROUGHOUT 2019 ITALY

# SEARCH QUERY INDEX # SEARCH QUERY INDEX

01 METEO 100 11 NAPOLI 20

02 FACEBOOK 55 12 INSTAGRAM 18

03 ROMA 41 13 DIRETTA 17

04 YOUTUBE 32 14 TRADUZIONE 16

05 TRADUTTORE 32 15 REPUBBLICA 15

06 GOOGLE 32 16 LIBERO MAIL 14

07 AMAZON 27 17 GAZZETTA 14

08 LIBERO 22 18 INTER 14

09 SERIE A 22 19 CORRIERE 13

10 NEWS 21 20 MILAN 13

SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS THE RELATIVE VOLUME 30 FOR EACH QUERY COMPARED TO THE SEARCH VOLUME OF THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN ONLINE CONTENT ACTIVITIES 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH ITALY

WATCH WATCH LISTEN TO MUSIC LISTEN TO ONLINE LISTEN TO ONLINE VIDEOS VLOGS STREAMING SERVICES RADIO STATIONS PODCASTS

global global web web index index 92% 34% 57% 39% 23%

31 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. JAN ONLINE PRIVACY AND WELL-BEING 2020 EXTENT TO WHICH INTERNET USERS AGED 16 TO 64 WORRY ABOUT THEIR DIGITAL PRIVACY AND ONLINE WELL-BEING ITALY

TRACKED SCREEN TIME OR EXPRESSED CONCERN EXPRESSED CONCERN USED SOME FORM OF AD- DELETED COOKIES FROM SET TIME LIMITS FOR SOME ABOUT WHAT’S REAL OR ABOUT HOW COMPANIES BLOCKING TOOL IN THE A WEB BROWSER IN THE APPS IN THE PAST MONTH FAKE ON THE INTERNET* USE THEIR PERSONAL DATA PAST MONTH (ANY DEVICE) PAST MONTH (ANY DEVICE)

global web index 15% 52% 59% 40% 54%

SOURCES: GLOBALWEBINDEX (Q3 2019), EXCEPT (*) REUTERS INSTITUTE DIGITAL NEWS REPORT (2019 EDITION). GLOBALWEBINDEX FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY 32 OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. (*) REUTERS INSTITUTE DIGITAL NEWS REPORT FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18 AND ABOVE. JAN PLAYING GAMES: DEVICE PERSPECTIVE 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE ITALY

ANY SMART PC (LAPTOP GAMES TABLET DEVICE PHONE OR DESKTOP) CONSOLE COMPUTER

global global web web index index 79% 60% 35% 35% 25%

33 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. JAN GAMING-RELATED ACTIVITIES 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PARTICIPATED IN EACH GAMING-RELATED ACTIVITY IN THE PAST MONTH ITALY

PURCHASED A PLAYED A GAME ON SHARED IMAGES WATCHED A LIVE STREAM WATCHED GAME ADD-ON A CLOUD GAMING OR OR VIDEOS OF OF OTHER PEOPLE AN ESPORTS OR PAID FOR DLC* STREAMING PLATFORM OWN GAMEPLAY PLAYING GAMES TOURNAMENT

global global web web index index 4.8% 5.2% 6.2% 12% 5.1%

SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 34 *NOTE: “DLC” STANDS FOR (ADDITIONAL) DOWNLOADABLE CONTENT, OFTEN AVAILABLE VIA IN-APP PURCHASES. JAN ADOPTION OF DIGITAL INNOVATIONS 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE OR OWN EACH KIND OF DEVICE OR TECHNOLOGY ITALY

USE VOICE SEARCH OR WATCH TV CONTENT VIA A OWN SOME OWN SOME VOICE COMMANDS EACH STREAMING SUBSCRIPTION FORM OF SMART FORM OF MONTH (ANY DEVICE) SERVICE EACH MONTH HOME DEVICE CRYPTOCURRENCY

global web index 35% 60% 7.9% 4.8%

35 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. JAN SMART HOME DEVICE MARKET OVERVIEW 2020 SIZE AND VALUE OF THE MARKET FOR SMART HOME DEVICES IN 2019, WITH VALUE BY DEVICE SUB-CATEGORY (IN U.S. DOLLARS) ITALY

NUMBER OF HOMES WITH TOTAL ANNUAL VALUE OF VALUE OF SMART HOME CONTROL VALUE OF SMART HOME SMART HOME DEVICES SMART HOME DEVICES MARKET & CONNECTIVITY DEVICE MARKET* APPLIANCES MARKET

1.77 $821.0 $185.0 $247.0 MILLION MILLION MILLION MILLION

VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET

$137.0 $124.0 $68.00 $59.00 MILLION MILLION MILLION MILLION

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JANUARY 2020). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2019, IN U.S. DOLLARS. 36 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: THE “CONTROL AND CONNECTIVITY” SEGMENT INCLUDES HUBS AND INTERFACES FOR “INTELLIGENT HOME NETWORKS” (E.G. SMART SPEAKERS, CENTRAL CONTROL UNITS, SMART PLUGS, ETC.). JAN SMART HOME DEVICE MARKET GROWTH 2020 YEAR-ON-YEAR CHANGE IN THE SIZE AND VALUE OF THE SMART HOME MARKET (2019 vs. 2018), WITH DETAIL BY SUB-CATEGORY ITALY

ANNUAL CHANGE IN Y-O-Y VALUE CHANGE: OVERALL Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART SMART HOME PENETRATION* SMART HOME DEVICES MARKET CONTROL & CONNECTIVITY MARKET HOME APPLIANCES MARKET

+30% +29% +41% +29%

Y-O-Y VALUE CHANGE: SMART Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME HOME SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET

+25% +19% +29% +31%

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JANUARY 2020). GROWTH FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ESTIMATES OF FULL-YEAR 37 REVENUE FOR 2019 COMPARED TO 2018. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES. “Y-O-Y VALUE CHANGE” FIGURES REFER TO THE YEAR-ON-YEAR CHANGE IN REVENUE. JAN AVERAGE ANNUAL REVENUE PER SMART HOME 2020 AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME IN 2019 (IN U.S. DOLLARS) ITALY

PENETRATION OF ARPU*: COMBINED SPEND ON ARPU*: SMART HOME CONTROL ARPU*: SMART SMART HOME DEVICES* ALL SMART HOME DEVICES & CONNECTIVITY DEVICES HOME APPLIANCES

7.4% $464 $117 $337

ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME SECURITY DEVICES ENTERTAINMENT DEVICES COMFORT & LIGHTING ENERGY MANAGEMENT

$238 $111 $77 $81

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JANUARY 2020). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUE FOR 2019, IN U.S. DOLLARS. 38 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: IN THIS CONTEXT, “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES, AND “ARPU” REFERS TO AVERAGE REVENUE PER HOME WITH A SMART DEVICE. SOCIAL MEDIA USE JAN SOCIAL MEDIA OVERVIEW 2020 BASED ON THE REPORTED POTENTIAL ADVERTISING REACH OF SELECTED SOCIAL MEDIA PLATFORMS ITALY

TOTAL NUMBER SOCIAL MEDIA USERS CHANGE IN SOCIAL PERCENTAGE OF ACTIVE OF ACTIVE SOCIAL COMPARED TO MEDIA USER NUMBERS SOCIAL MEDIA USERS MEDIA USERS TOTAL POPULATION (APR 2019 TO JAN 2020) ACCESSING VIA MOBILE

global web index 35.00 58% +6.4% 98% MILLION +2.1 MILLION

SOURCES: BASED ON DATA PUBLISHED IN SELECTED SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020), COMPANY STATEMENTS, EARNINGS ANNOUNCEMENTS 40 AND MEDIA REPORTS (ALL LATEST DATA AVAILABLE IN JANUARY 2020), WITH COMPARISONS TO POPULATION DATA FROM THE UNITED NATIONS (LATEST DATA AVAILABLE IN JANUARY 2020). COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN SOCIAL MEDIA ADVERTISING AUDIENCE PROFILE 2020 SHARE OF THE TOTAL ADVERTISING AUDIENCE* ACROSS FACEBOOK, INSTAGRAM, AND FB MESSENGER, BY AGE AND GENDER ITALY

12.2% 11.1% FEMALE 9.9% 9.9% MALE 9.7% 9.4%

7.4% 6.5% 6.3% 6.0% 4.5% 4.0%

1.6% 1.6%

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

SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). BASED ON ACTIVE USERS OF FACEBOOK, INSTAGRAM, AND / OR FACEBOOK 41 MESSENGER. *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT THE SOCIAL MEDIA ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE TO RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE SOCIAL MEDIA USERS. COMPARABILITY ADVISORY: BASE CHANGES. JAN SOCIAL MEDIA BEHAVIOURS 2020 DETAILS OF HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA ITALY

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

global global web web index index 99% 81% 1H 57M 7.8 31%

SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 42 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. *ADVISORY: FIGURE FOR PERCENTAGE OF INTERNET USERS WHO VISITED OR USED A SOCIAL PLATFORM IN THE PAST MONTH MAY NOT CORRELATE TO TOTAL NUMBER OF SOCIAL MEDIA USERS DUE TO DIFFERENT REPORTING BASES AND METHODOLOGIES. JAN MOST-USED SOCIAL MEDIA PLATFORMS 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH PLATFORM IN THE PAST MONTH ITALY

YOUTUBE 88% WHATSAPP global 83% FACEBOOK web 80% index INSTAGRAM 64% FB MESSENGER 57% TWITTER 34% LINKEDIN 31% PINTEREST 29% SKYPE 26% SNAPCHAT 16% TUMBLR 14% TWITCH 14% WECHAT 13% REDDIT 12% TIKTOK 11% VIBER 10%

SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 43 NOTE: FIGURES ARE BASED ON INTERNET USERS’ SELF-REPORTED BEHAVIOUR, AND MAY NOT MATCH THE MONTHLY ACTIVE USER FIGURES OR ADDRESSABLE ADVERTISING AUDIENCE REACH FIGURES FOR EACH PLATFORM THAT WE PUBLISH ELSEWHERE IN THIS REPORT. JAN FACEBOOK AUDIENCE OVERVIEW 2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ITALY

NUMBER OF PEOPLE THAT FACEBOOK’S REPORTED QUARTER-ON- PERCENTAGE OF PERCENTAGE OF FACEBOOK REPORTS ADVERTISING REACH QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH COMPARED TO TOTAL IN FACEBOOK’S THAT FACEBOOK THAT FACEBOOK ADVERTS ON FACEBOOK POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

29.00 54% 0% 50.0% 50.0% MILLION [UNCHANGED]

SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ACCESSED JANUARY 2020); POPULATION DATA FROM THE U.N. NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE 44 DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL ACTIVE USERS. COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS. JAN FACEBOOK ACCESS BY DEVICE 2020 THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM ITALY

PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK USERS ACCESSING VIA ANY USERS WHO ONLY ACCESS VIA A USERS WHO ACCESS VIA BOTH USERS WHO ONLY ACCESS KIND OF MOBILE PHONE LAPTOP OR DESKTOP COMPUTER PHONES AND COMPUTERS VIA A MOBILE PHONE

98.0% 2.0% 24.9% 73.1%

45 SOURCE: EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). BASED ON FACEBOOK USERS AGED 18 AND ABOVE. JAN FACEBOOK ACTIVITY FREQUENCY 2020 HOW OFTEN A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK ITALY

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 16 6 2 21 FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: 2 1 22 12 9 4 3 1 24 18

SOURCE: FACEBOOK (JANUARY 2020). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE. FIGURE FOR THE NUMBER OF FACEBOOK PAGES 46 LIKED IS THE MEDIAN NUMBER OF PAGES THAT THE TYPICAL FACEBOOK USER HAS ‘LIKED’ IN ALL THE TIME THEY HAVE BEEN USING FACEBOOK, NOT JUST IN THE PAST MONTH. FOR REFERENCE, THE WORLDWIDE MEDIAN IS JUST ONE PAGE. JAN FACEBOOK PAGE REACH BENCHMARKS 2020 AVERAGE* MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE ROLE OF PAID MEDIA ITALY

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

+0.12% 8.9% 4.1% 31.4% 30.4%

SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES, 47 AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH COMPARED TO THE AVERAGES QUOTED HERE. JAN FACEBOOK ENGAGEMENT BENCHMARKS 2020 AVERAGE* NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE POST COMPARED TO POST REACH ITALY

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 OF ANY KIND PAGE VIDEO POSTS PAGE IMAGE POSTS PAGE LINK POSTS PAGE STATUS POSTS

3.03% 7.59% 4.63% 3.01% 1.32%

SOURCE: LOCOWISE (JANUARY 2020). FIGURES REPRESENT AVERAGES FOR Q4 2019. *ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES AND PAGE TYPES, 48 AND PAGES WITH A GREATER NUMBER OF “PAGE LIKES” WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. JAN INSTAGRAM AUDIENCE OVERVIEW 2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ITALY

NUMBER OF PEOPLE THAT INSTAGRAM’S REPORTED QUARTER-ON- PERCENTAGE OF PERCENTAGE OF INSTAGRAM REPORTS ADVERTISING REACH QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH COMPARED TO TOTAL IN INSTAGRAM’S THAT INSTAGRAM THAT INSTAGRAM ADVERTS ON INSTAGRAM POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

20.00 37% +2.6% 50.5% 49.5% MILLION

SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS FOR INSTAGRAM (ACCESSED JANUARY 2020); POPULATION DATA FROM THE U.N. NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH 49 ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL ACTIVE USERS. COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS. JAN SNAPCHAT AUDIENCE OVERVIEW 2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT ITALY

NUMBER OF PEOPLE THAT SNAPCHAT’S REPORTED QUARTER-ON- PERCENTAGE OF PERCENTAGE OF SNAPCHAT REPORTS ADVERTISING REACH QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH COMPARED TO TOTAL IN SNAPCHAT’S THAT SNAPCHAT THAT SNAPCHAT ADVERTS ON SNAPCHAT POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

3.05 5.7% -7.6% 72.0% 27.0% MILLION

SOURCE: EXTRAPOLATIONS OF DATA FROM SNAPCHAT’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. POPULATION DATA 50 FROM THE U.N. *NOTE: SNAPCHAT’S TOOLS DO NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE. GENDER SHARE FIGURES REFLECT A SHARE OF TOTAL AUDIENCE, SO WILL NOT SUM TO 100%. JAN TWITTER AUDIENCE OVERVIEW 2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER ITALY

NUMBER OF PEOPLE THAT TWITTER’S REPORTED QUARTER-ON- PERCENTAGE OF PERCENTAGE OF TWITTER REPORTS ADVERTISING REACH QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH COMPARED TO TOTAL IN TWITTER’S THAT TWITTER THAT TWITTER ADVERTS ON TWITTER POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

3.17 5.9% -11% 38.7% 61.3% MILLION

SOURCE: EXTRAPOLATIONS OF DATA FROM TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). FIGURES BASED ON MID-POINTS OF PUBLISHED RANGES. POPULATION DATA 51 FROM THE U.N. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES BASED ON AVAILABLE DATA. ADVISORY: DATA REPORTED BY TWITTER’S SELF-SERVICE ADVERTISING TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION. COMPARABILITY ADVISORY: SIGNIFICANT BASE CHANGES. JAN LINKEDIN AUDIENCE OVERVIEW 2020 THE POTENTIAL NUMBER OF PEOPLE THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN ITALY

NUMBER OF PEOPLE THAT LINKEDIN’S REPORTED QUARTER-ON- PERCENTAGE OF PERCENTAGE OF LINKEDIN REPORTS ADVERTISING REACH QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH COMPARED TO TOTAL IN LINKEDIN’S THAT LINKEDIN THAT LINKEDIN ADVERTS ON LINKEDIN* POPULATION AGED 18+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

14.00 28% +7.7% 47.3% 52.7% MILLION

SOURCE: EXTRAPOLATIONS OF DATA FROM LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JANUARY 2020). POPULATION DATA FROM THE U.N. *NOTES: LINKEDIN’S ADVERTISING AUDIENCE 52 FIGURES ARE BASED ON TOTAL (REGISTERED) MEMBERS, NOT MONTHLY ACTIVE USERS, SO DATA ON THIS CHART MAY NOT BE COMPARABLE TO SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. JAN TOP YOUTUBE SEARCH QUERIES 2020 THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO YOUTUBE’S SEARCH TOOLS THROUGHOUT 2019 ITALY

# SEARCH QUERY INDEX # SEARCH QUERY INDEX

01 CANZONI 100 11 MAHMOOD 28

02 FILM 89 12 LYON 27

03 CANZONE 72 13 MINECRAFT 27

04 MUSICA 51 14 ASMR 23

05 FORTNITE 48 15 SANREMO 2019 20

06 SOLDI 44 16 SOLDI MAHMOOD 19

07 ULTIMO 42 17 QUEEN 19

08 ME CONTRO TE 41 18 FAVIJ 18

09 MIA 31 19 SALMO 17

10 CALMA 30 20 SFERA EBBASTA 16

SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS THE RELATIVE VOLUME 53 OF EACH QUERY COMPARED TO THE SEARCH VOLUME OF THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). MOBILE USE JAN MOBILE CONNECTIONS BY TYPE 2020 OVERVIEW OF MOBILE CONNECTIONS WITH SHARE BY PAYMENT TYPE AND CONNECTION BANDWIDTH ITALY

NUMBER OF MOBILE MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE CONNECTIONS AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE (EXCLUDING IOT) TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G – 5G)

80.40 133% 81% 19% 83% MILLION

SOURCE: GSMA INTELLIGENCE (JANUARY 2020, BASED ON DATA FOR Q4 2019). NOTE: PERCENTAGES vs. POPULATION MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE 55 CONNECTIONS. TOTAL GLOBAL CONNECTIONS FIGURE QUOTED HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS. COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS. JAN MOBILE CONNECTIVITY INDEX 2020 GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE INTERNET CONNECTIVITY ITALY

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

73.98 74.82 61.87 82.71 78.23 OUT OF MAX. 100 OUT OF MAX. 100 OUT OF MAX. 100 OUT OF MAX. 100 OUT OF MAX. 100

SOURCE: GSMA MOBILE CONNECTIVITY INDEX (ACCESSED JANUARY 2020). THE MOBILE CONNECTIVITY INDEX MEASURES THE PERFORMANCE OF 165 COUNTRIES AGAINST KEY ENABLERS OF 56 MOBILE INTERNET ADOPTION. COUNTRIES ARE SCORED WITHIN A RANGE OF 0 TO 100 ACROSS A NUMBER OF INDICATORS, WITH A HIGHER SCORE REPRESENTING STRONGER PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY. FOR MORE INFORMATION, VISIT WWW.MOBILECONNECTIVITYINDEX.COM JAN USE OF MOBILE APPS BY CATEGORY 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH ITALY

CHAT APPS SOCIAL ENTERTAINMENT GAMES SHOPPING (MESSENGERS) NETWORKING APPS OR VIDEO APPS (ANY TYPE) APPS

global global web web index index 92% 91% 73% 43% 68%

MUSIC MAP BANKING DATING AND HEALTH AND APPS APPS APPS FRIENDSHIP APPS FITNESS APPS

global global web web index index 52% 79% 34% 6.0% 25%

57 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. JAN SHARE OF WEB TRAFFIC BY MOBILE OS 2020 SHARE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT MOBILE OPERATING SYSTEMS ITALY

SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ANDROID DEVICES APPLE IOS DEVICES KAI OS DEVICES SAMSUNG OS DEVICES* OTHER OS DEVICES

74.2% 25.4% [N/A] 0.2% 0.3% DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: DEC 2019 vs. DEC 2018: +1.9% -1.2% [N/A] -66% -69%

SOURCE: STATCOUNTER (ACCESSED JANUARY 2020). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR 58 DECEMBER 2019; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2019 TO DECEMBER 2018. *NOTES: FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. JAN MOBILE ACTIONS 2020 PERCENT OF INTERNET USERS AGED 16 TO 64 WHO PERFORM EACH ACTION USING THEIR MOBILE PHONE EACH MONTH ITALY

WATCH CONTENT USE OR USE AN USE A MOBILE TRANSFER MONEY ON A TV BY CASTING IT SCAN IMAGE SEARCH PHONE AS A TICKET TO FRIENDS FROM A MOBILE PHONE* QR CODES TOOL OR SERVICE OR BOARDING PASS OR FAMILY

global global web web index index 21% 38% 43% 26% 25%

SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 59 *NOTE: “CASTING” INCLUDES SCREEN MIRRORING. ECOMMERCE USE JAN FINANCIAL INCLUSION FACTORS 2020 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE ITALY

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

94% 42% [N/A] 65%

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

34% 52% 61% 70%

SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JANUARY 2020). 61 NOTE: PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. JAN ECOMMERCE ACTIVITIES 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH ITALY

global global web web index index 87% 93% 77% 50% 40%

62 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. JAN ECOMMERCE SPEND BY CATEGORY 2020 TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2019, IN U.S. DOLLARS ITALY

FASHION ELECTRONICS & FOOD & FURNITURE & & BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES

$4.54 $4.67 $1.83 $2.12 BILLION BILLION BILLION BILLION

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO & HOBBIES ACCOMMODATION)* MUSIC GAMES

$2.68 $21.78 $190.0 $1.10 BILLION BILLION MILLION BILLION

SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JANUARY 2020). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER 63 SPEND FOR 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS. JAN ECOMMERCE GROWTH BY CATEGORY 2020 YEAR-ON-YEAR GROWTH IN TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES (2019 vs. 2018) ITALY

FASHION ELECTRONICS & FOOD & FURNITURE & & BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES

+16% +15% +20% +20%

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO & HOBBIES ACCOMMODATION)* MUSIC GAMES

+5.3% +2.0% +1.1% +5.5%

SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JANUARY 2020). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL- 64 YEAR CONSUMER SPEND IN 2019 AND 2018, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO FIGURES PUBLISHED IN PREVIOUS REPORTS. JAN ONLINE PURCHASES OF CONSUMER GOODS 2020 OVERVIEW OF THE MARKET FOR ONLINE CONSUMER GOODS PURCHASES IN 2019 ITALY

TOTAL NUMBER OF PEOPLE VALUE OF THE MARKET FOR AVERAGE ANNUAL REVENUE PER ONLINE CONSUMER GOODS PURCHASING CONSUMER ONLINE CONSUMER GOODS ONLINE CONSUMER GOODS ARPU AS A PERCENTAGE OF GDP GOODS ONLINE IN 2019 PURCHASES (IN U.S. DOLLARS) SHOPPER (ARPU) IN U.S. DOLLARS PER CAPITA (BOTH U.S. DOLLARS)

39.50 $15.83 $401 1.2% MILLION BILLION

SOURCES: STATISTA MARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES INCLUDE ONLINE B2C SPEND ON 65 CONSUMER GOODS CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT INCLUDE SPEND ON TRAVEL, ACCOMMODATION, DIGITAL CONTENT, OR ANY B2B PURCHASES. COMPARABILITY ADVISORY: BASE CHANGES. DATA ARE NOT COMPARABLE TO PREVIOUS REPORTS. JAN ECOMMERCE VALUE: ALTERNATIVE PERSPECTIVES 2020 ALTERNATIVE PERSPECTIVES ON THE OVERALL SIZE, VALUE, AND GROWTH OF THE B2C ECOMMERCE MARKET (IN U.S. DOLLARS) ITALY

TOTAL VALUE OF THE ANNUAL GROWTH B2C ECOMMERCE SPEND AVERAGE ANNUAL MOBILE’S SHARE OF CONSUMER (B2C) IN THE VALUE OF B2C AS A PERCENTAGE OF ONLINE SPEND PER B2C ECOMMERCE ECOMMERCE MARKET ECOMMERCE SPEND TOTAL B2C RETAIL SPEND B2C CONSUMER TRANSACTION VALUE

$32.90 +16% 4.0% $1,510 41% BILLION

66 SOURCE: PPRO, PAYMENTS AND E-COMMERCE REPORTS (2019 & 2020 EDITIONS). JAN ECOMMERCE PURCHASES BY PAYMENT METHOD 2020 PERCENTAGE OF ECOMMERCE TRANSACTIONS COMPLETED USING EACH METHOD OF PAYMENT ITALY

CREDIT CARD CASH BANK TRANSFER EWALLET OTHER

41% 8.0% 10% 29% 12%

67 SOURCE: PPRO, PAYMENTS AND E-COMMERCE REPORTS (2019 & 2020 EDITIONS). JAN DIGITAL PAYMENTS OVERVIEW 2020 SIZE AND GROWTH OF THE DIGITAL PAYMENTS MARKET IN 2019 (IN U.S. DOLLARS) ITALY

NUMBER OF PEOPLE TOTAL ANNUAL VALUE ANNUAL CHANGE IN THE AVERAGE TOTAL ANNUAL VALUE OF MAKING DIGITALLY ENABLED OF DIGITALLY ENABLED VALUE OF DIGITALLY ENABLED DIGITAL PAYMENT TRANSACTIONS PAYMENT TRANSACTIONS* CONSUMER PAYMENTS CONSUMER PAYMENTS PER DIGITAL PAYMENTS USER

36.80 $40.56 +12% $1,101 MILLION BILLION

SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR FINTECH (ACCESSED JANUARY 2020). FIGURES USE FULL-YEAR VALUES FOR 2019, WITH COMPARISONS TO EQUIVALENT 2018 DATA. 68 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED PAYMENTS” INCLUDE PAYMENTS FOR PRODUCTS AND SERVICES MADE OVER THE INTERNET, AND MOBILE PAYMENTS AT POINT-OF-SALE (POS) VIA SMARTPHONE APPS. JAN RIDE-HAILING MARKET OVERVIEW 2020 SIZE AND GROWTH OF THE RIDE-HAILING MARKET IN 2019 (IN U.S. DOLLARS) ITALY

NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL GROWTH IN THE TOTAL ANNUAL REVENUE PER USING DIGITALLY ENABLED DIGITALLY ENABLED VALUE OF THE DIGITALLY ENABLED USER OF DIGITALLY ENABLED RIDE-HAILING SERVICES* RIDE-HAILING MARKET RIDE-HAILING MARKET RIDE-HAILING SERVICES

2.60 $516.0 +21% $195 MILLION MILLION

SOURCE: STATISTA MARKET OUTLOOK FOR ONLINE MOBILITY SERVICES (ACCESSED JANUARY 2020). FIGURES USE FULL-YEAR VALUES FOR 2019, WITH COMPARISONS TO EQUIVALENT 2018 69 DATA. SEE STATISTA.COM/OUTLOOK/MOBILITY-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED RIDE-HAILING SERVICES” INCLUDE TRANSPORTATION NETWORK COMPANIES THAT OFFER RIDES IN PRIVATE VEHICLES (E.G. UBER, DIDI, GRAB), RIDE-POOLING SERVICES, AND REGULAR TAXI SERVICES BOOKED ONLINE OR THROUGH A SMARTPHONE APP. JAN SOURCES OF NEW BRAND DISCOVERY 2020 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS VIA EACH CHANNEL ITALY

SEARCH ENGINES 45% global ADS ON TELEVISION web 40% index RETAIL WEBSITES 33%

WORD-OF-MOUTH RECOMMENDATIONS 33%

ADS ON WEBSITES 24%

PRODUCT COMPARISON WEBSITES 24%

BRAND OR PRODUCT WEBSITES 24%

ADS IN SOCIAL MEDIA 23%

CONSUMER REVIEW WEBSITES 22%

PRODUCT SAMPLES OR TRIALS 22%

70 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. JAN TOP GOOGLE SHOPPING QUERIES 2020 MOST COMMON GOOGLE SHOPPING SEARCH QUERIES THROUGHOUT 2019 ITALY

# SEARCH QUERY INDEX # SEARCH QUERY INDEX

01 AMAZON 100 11 NIKE AIR 16

02 SCARPE 79 12 PS4 15

03 NIKE 49 13 NIKE SCARPE 11

04 IPHONE 45 14 AIR MAX 11

05 SAMSUNG 42 15 XIAOMI 11

06 ADIDAS 27 16 LEGO 11

07 IKEA 27 17 OROLOGI 10

08 HUAWEI 23 18 APPLE 10

09 EBAY 21 19 PANDORA 10

10 GUCCI 20 20 OFF WHITE 9

SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2020). NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY 71 COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN VALUE OF THE DIGITAL ADVERTISING MARKET 2020 TOTAL SPEND (IN U.S. DOLLARS) ON DIGITAL ADVERTISING IN 2019, WITH DETAIL OF SPEND IN INDIVIDUAL SUB-CATEGORIES ITALY

TOTAL DIGITAL AD SPEND ON DIGITAL SPEND ON SOCIAL SPEND IN 2019 SEARCH ADS IN 2019 MEDIA ADS IN 2019

$4.83 $824.0 $1.33 BILLION MILLION BILLION

SPEND ON DIGITAL SPEND ON DIGITAL SPEND ON DIGITAL BANNER ADS IN 2019 VIDEO ADS IN 2019 CLASSIFIED ADS IN 2019

$1.36 $739.0 $584.0 BILLION MILLION MILLION

SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JANUARY 2020). FIGURES REPRESENT FULL-YEAR DIGITAL ADVERTISING SPEND FOR 2019. 72 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: SPEND VALUES ARE IN U.S. DOLLARS. INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. JAN DIGITAL ADVERTISING MARKET: VALUE GROWTH 2020 YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL ADVERTISING MARKET BETWEEN 2018 AND 2019 ITALY

YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN IN TOTAL DIGITAL AD SPEND DIGITAL SEARCH AD SPEND SOCIAL MEDIA AD SPEND

+10% +11% +20%

YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN DIGITAL BANNER AD SPEND DIGITAL VIDEO AD SPEND DIGITAL CLASSIFIED AD SPEND

+7.4% +6.5% +1.4%

SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JANUARY 2020). FIGURES COMPARE FULL-YEAR DIGITAL ADVERTISING SPEND IN 2019 TO EQUIVALENT DATA FOR 73 2018. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL MARKETING, AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS. CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECH REP. GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE MORE INFORMATION CLICK THE LOGOS TO ACCESS ADDITIONAL CONTENT, INSIGHTS, AND RESOURCES FROM WE ARE SOCIAL AND HOOTSUITE:

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90% GLOBAL ONGOING DATA COLLECTION CROSS-DEVICE COVERAGE ACROSS 46 MARKETS COVERAGE

Learn more at https://www.globalwebindex.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, advertising, smart home, and ﬁntech for over 150 countries and regions.

96% OF THE GLOBAL OVER 150 COUNTRIES 98% OF WORLDWIDE MORE THAN 30,000 INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS

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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 https://www.gsmaintelligence.com SPECIAL THANKS: APP ANNIE App Annie is the industry’s most trusted mobile data and analytics platform. App Annie’s mission is to help customers create winning mobile experiences and achieve excellence. The company created the mobile app data market and is committed to delivering the industry’s most complete mobile performance offering. More than 1,100 enterprise clients and 1 million registered users across the globe and spanning all industries rely on App Annie as the standard to revolutionize their mobile business. The company is headquartered in San Francisco with 12 ofﬁces worldwide.

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

Learn more about App Annie at https://www.appannie.com SPECIAL THANKS: SIMILARWEB SimilarWeb provides the measure of the digital world. With an international online panel consisting of hundreds of millions of devices, SimilarWeb provides granular insights about any website or app across a wide array of industries. Global brands such as Google, eBay, and adidas rely on SimilarWeb to understand, track and grow their digital market share. The company has 450 employees and ofﬁces spanning four continents. SimilarWeb has been named one of Wall Street’s Secret Weapons, and one of Calcalist’s 2018 List of 50 Most Promising Israeli Startups.

WEB APP GLOBAL GRANULAR INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS

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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 https://locowise.com DATA SOURCES

POPULATION & DEMOGRAPHICS: United via W3Techs (January 2020). Google search insights MOBILE USERS & CONNECTIONS: GSMA Nations World Population Prospects, 2019 Revision; from Google Trends (data for full year 2019). Data Intelligence (January 2020); Ericsson Mobility Report US Census Bureau (accessed January 2020); United on use of data misuse fears, voice search, and ad (November 2019); Ericsson Mobility Calculator and Nations World Urbanization Prospects, 2018 Revision; blockers from GlobalWebIndex (Q3 2019).* Data Visualizer tools (accessed January 2020). Mobile local government bodies (latest data available in on concerns about ‘fake news’ from Reuters Institute Apps: App Annie (January 2020); SimilarWeb January 2020). Literacy rates: UNESCO Institute Digital News Report (2019 edition). Content streaming (January 2020). Mobile actions: GlobalWebIndex for Statistics; UNICEF Data; World Bank DataBank; insights from GlobalWebIndex (Q3 2019).* Smart (Q3 2019). Pew Research; Ethnologue; IndexMundi; CIA World Home insights from Statista Digital Market Outlook* Factbook; Phrasebase (all accessed January 2020). (accessed January 2020); GlobalWebIndex (Q3 ECOMMERCE USERS & SPEND: Statista Digital GDP and financial inclusions data: World Bank 2019). Market Outlook* (accessed January 2020); DataBank; IMF Data; CIA World Factbook (all GlobalWebIndex (Q3 2019)*; PPRO Payments & accessed January 2020). Device ownership and time SOCIAL MEDIA USERS & ADVERTISING Ecommerce reports (2019 and 2020 editions). Brand spent by media: GlobalWebIndex (Q3 2019).* AUDIENCES: Social media platforms’ self-service discovery channels: GlobalWebIndex (Q3 2019). advertising tools (including extrapolations); company Ride-Hailing insights from Statista Digital Market INTERNET USERS: ITU Statistics; Eurostat Data earnings announcements; press releases and Outlook* (accessed January 2020); GlobalWebIndex Explorer; GlobalWebIndex; Facebook’s self-serve promotional materials; remarks by senior platform (Q3 2019). Digital advertising market: Statista advertising tools; local government authorities and executives at public events; statements on company Digital Market Outlook* (accessed January 2020); telecom regulatory bodies; APJII (all accessed January websites; reports in reputable media (all latest data eMarketer (February 2019). 2020). Mobile internet share based on data from available in January 2020). TikTok data from a GlobalWebIndex (Q3 2019)*, and extrapolations company sales presentation published by AdAge *For more details of GlobalWebIndex’s methodology, of data reported in Facebook’s self-serve advertising (October 2019). YouTube insights via YouTube press visit https://www.globalwebindex.com. tools. Internet connection speed data from Ookla website (accessed January 2020). Top messenger Speedtest (values for December 2019). Time spent platforms from SimilarWeb (January 2020, based on *For more details of Statista’s Market Outlook, visit on the internet from GlobalWebIndex (Q3 2019).* data for December 2019). Time spent on social media https://www.statista.com/outlook/digital-markets. World’s top websites from SimilarWeb (December from GlobalWebIndex (Q3 2019)*. Facebook and 2019) and Alexa (monthly average based on 3-month Instagram reach and engagement data from Locowise period to mid-January 2020). Web language insights (January 2020, based on averages for Q4 2019). 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, we’ve changed the source for a number variations between data points, and offer available, because all active social media of our data points in this year’s reports, and more reliable comparison across countries. users must have an active internet connection a number of metrics that we reported in last However, where we believe that an individual in order to access social media. These data year’s Global Digital reports have also been metric provides a more reliable reference, are also more likely to be updated on a revised by the original data provider since we’ve used such individual numbers to ensure regular basis, as social media companies publication. As a result, some figures in this the most accurate reporting. relies on this data to help sell their advertising year’s reports may appear to have changed products and services. in unexpected ways. Wherever we’re aware Furthermore, due to differing data collection of these changes, we’ve included details and treatment methodologies used by these As a result, on occasion, we’ve used the latest in the footnotes of each relevant chart, but organisations, and the different sample addressable advertising audience data from please use caution when comparing data from periods during which data were collected, social media platforms’ self-service advertising different reports in case the original base has there may be significant differences in the tools to inform our internet user numbers, changed. reported metrics for similar data points especially in less-developed economies, throughout this report. In particular, data where ‘official’ internet user numbers are If you have any questions about specific data collected via surveys often vary from one published less frequently. Consequently, there points in these reports, or if you’d like to offer report to another, even if those data were are a number of instances in this report where your organisation’s data for consideration in collected by the same organisation using the the reported number of social media users future reports, please email our reports team: same approach in each wave. equals the reported number of internet users. [email protected]. 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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While Kepios, We Are Social, and Hootsuite nor any of those organisations’ partners, strive to ensure that all data and charts affiliates, employees or agents, concerning This report may contain references to third contained in this report are, as at the time of the legal status of any country, territory, city parties, however this report does not endorse publishing, accurate and up-to-date, neither or area or of its authorities, or concerning the any such third parties or their products Kepios, nor We Are Social, nor Hootsuite delimitation of its frontiers or boundaries. 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