Statista Digital Market Outlook, E-Commerce Industry, E-Travel Industry, and Digital Media Industry, All Accessed January 2018

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DIGITAL IN 2018 IN SOUTHERN EUROPE ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION 2 COUNTRIES INCLUDED IN EACH EUROPE REPORT

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DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN WESTERN EUROPE NORTHERN EUROPE NORTHERN EUROPE SOUTHERN EUROPE SOUTHERN EUROPE EASTERN EUROPE EASTERN EUROPE ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION

WESTERN NORTHERN EUROPE NORTHERN EUROPE SOUTHERN EUROPE SOUTHERN EUROPE EASTERN EUROPE EASTERN EUROPE EUROPE PART 1: WEST PART 1: EAST PART 1: WEST PART 1: EAST PART 1: WEST PART 1: EAST

AUSTRIA GUERNSEY DENMARK ANDORRA ALBANIA CZECH REPUBLIC BELARUS BELGIUM IRELAND ESTONIA GIBRALTAR BOSNIA & HERZEGOVINA HUNGARY BULGARIA FRANCE ISLE OF MAN FINLAND ITALY CROATIA POLAND MOLDOVA GERMANY JERSEY LATVIA MALTA GREECE SLOVAKIA ROMANIA LIECHTENSTEIN UNITED KINGDOM LITHUANIA PORTUGAL KOSOVO RUSSIA LUXEMBOURG FAROE ISLANDS NORWAY SAN MARINO TFYR MACEDONIA UKRAINE MONACO ICELAND SWEDEN SPAIN MONTENEGRO NETHERLANDS SERBIA SWITZERLAND SLOVENIA

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

5 JAN DIGITAL AROUND THE WORLD IN 2018 2018 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS

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

7.593 4.021 3.196 5.135 2.958 BILLION BILLION BILLION BILLION BILLION

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 55% 53% 42% 68% 39%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 6 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE USERS MEDIA USERS MOBILE USERS SOCIAL USERS

+7% +13% +4% +14% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+248 MILLION +362 MILLION +218 MILLION +360 MILLION

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 7 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN INTERNET PENETRATION BY REGION 2018 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION

NORTHERN EUROPE EASTERN EUROPE NORTHERN 94% AMERICA 74%

88% WESTERN CENTRAL EUROPE 90% 77% 50% ASIA EASTERN SOUTHERN 57% ASIA THE EUROPE CARIBBEAN NORTHERN AFRICA 49% 65% 48% 36% CENTRAL WESTERN AMERICA 61% MIDDLE WESTERN ASIA AFRICA SOUTHERN SOUTHEAST AFRICA 39% ASIA 58% ASIA 12%

EASTERN 68% 27% AFRICA GLOBAL SOUTH 69% AMERICA 51% AVERAGE: OCEANIA SOUTHERN 53% AFRICA

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY 8 AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN SOCIAL MEDIA PENETRATION BY REGION 2018 TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION

NORTHERN EUROPE EASTERN EUROPE NORTHERN 66% AMERICA 45%

70% WESTERN CENTRAL EUROPE 54% 56% 12% ASIA EASTERN SOUTHERN 64% ASIA THE EUROPE CARIBBEAN NORTHERN AFRICA 38% 55% 40% 20% CENTRAL WESTERN AMERICA 59% MIDDLE WESTERN ASIA AFRICA SOUTHERN SOUTHEAST AFRICA 11% ASIA 55% ASIA 6%

EASTERN 63% 7% AFRICA GLOBAL SOUTH 55% AMERICA 31% AVERAGE: OCEANIA SOUTHERN 42% AFRICA

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS. 9 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIVITY BY REGION 2018 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS)

NORTHERN EUROPE EASTERN EUROPE NORTHERN 123% AMERICA 157%

103% WESTERN CENTRAL EUROPE 119% 126% 98% ASIA EASTERN SOUTHERN 103% ASIA THE EUROPE CARIBBEAN NORTHERN AFRICA 106% 108% 74% 91% CENTRAL WESTERN AMERICA 96% MIDDLE WESTERN ASIA AFRICA SOUTHERN SOUTHEAST AFRICA 89% ASIA 141% ASIA 58%

EASTERN 115% 61% AFRICA GLOBAL SOUTH 110% AMERICA 147% AVERAGE: OCEANIA SOUTHERN 112% AFRICA

10 SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMS 2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS

FACEBOOK 2,167 YOUTUBE 1,500 WHATSAPP 1,300 FB MESSENGER 1,300 WECHAT 980 QQ 843 INSTAGRAM 800 TUMBLR** 794 QZONE 568 SINA WEIBO 376 TWITTER 330 BAIDU TIEBA* 300 SKYPE* 300 LINKEDIN** 260 VIBER* 260 DATA CORRECT TO: SNAPCHAT** 255 27 JANUARY 2018 REDDIT 250 LINE 203 SOCIAL NETWORK PINTEREST 200 YY 117 TELEGRAM* 100 MESSENGER / CHAT APP / VOIP VKONTAKTE 97 BBM* 63 KAKAOTALK 49

SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY: 11 PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017. JAN TOP MESSENGER APPS BY COUNTRY 2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017

WHATSAPP (128)

FACEBOOK MESSENGER (72)

VIBER (10)

WECHAT (3)

LINE (3)

TELEGRAM (3)

IMO (3)

KAKAOTALK (1)

HANGOUTS (1)

ANDROID MESSENGER (1)

NO DATA (14)

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES 12 IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP. WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018 With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives, whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding love. As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital integration into everything they do – just as our audiences already have. Here are some tips to help with that:

Start with what people Focus on creating Make it easy for people Harness digital tools to really need and want, mutual value at every to buy online as soon keep the conversation and not just what the opportunity, instead of as they’re ready, going, even after you technology can do simply ‘selling more stuff’ wherever they are make a successful sale

To learn more about what these Digital, Social and Mobile trends mean for your brand, click here to download our Think Forward report.

13 HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS

The evolution of social ROI. It's the end of the road for vanity metrics. Expect to see more organisations evolve their metrics as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue, mitigating risk, and attracting talent.

Mobile fuels the growth of social TV. In 2018, social networks will encourage brands to become broadcasters as mobile video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social networks—such as mobile video views—might not help your organisation achieve your own business outcomes.

Trust declines, while peer influence rises. From Trump’s tumultuous triumph over traditional media to the fake news phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever.

Humans, meet AI. The machines have risen. And marketers have discovered they can be delightfully useful. But while marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these human- less engagements.

The promise (and reality) of social data. From tying together analytics systems to CRM integrations, marketers underestimated the complexity of social data initiatives. Organisations must recalculate the effort and resources needed to turn social data into a true—and unified—source of customer insights.

Click here to download our 2018 Social Media Trends Toolkit to align your strategy with the year’s key social network and digital trends.

14 CLICK HERE TO READ ‘DIGITAL IN 2018’, OUR MAIN GLOBAL OVERVIEW REPORT

DIGITAL IN 2018 ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD

11 IN-DEPTH COUNTRY PROFILES

16 ANDORRA

17 JAN DIGITAL IN ANDORRA 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

76.96 75.37 50.00 80.48 44.00 THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND

URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: 84% 98% 65% 105% 57%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 18 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE USERS MEDIA USERS CONNECTIONS SOCIAL USERS

+14% +2% +8% +2% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+9 THOUSAND +1 THOUSAND +6 THOUSAND +1 THOUSAND

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 19 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

76.96 48.5% 51.5% 0.0% 44.9 THOUSAND YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

84% $37,200 100% 100% 100%

20 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

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

75.37 98% 66.32 86% THOUSAND THOUSAND

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; 21 REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

67.31 75.37 66.73 75.34 THOUSAND THOUSAND THOUSAND THOUSAND

22 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

52% 39% 9% 0.13% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -6% +14% -14% -24%

23 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 ANDORRA 100 11 LA VANGUARDIA 6

02 FACEBOOK 24 12 GMAIL 5

03 TRADUCTOR 18 13 AS 5

04 YOUTUBE 14 14 SPORT 5

05 GOOGLE 14 15 EL TIEMPO 4

06 BARCELONA 13 16 MAPS 4

07 TIEMPO 11 17 TIEMPO ANDORRA 4

08 ANDORRA LA VELLA 9 18 CREDIT ANDORRA 4

09 HOTMAIL 7 19 NOTICIAS 4

10 MARCA 6 20 MORABANC 4

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 24 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

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

50.00 65% 44.00 57% THOUSAND THOUSAND

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 25 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

TOTAL NUMBER OF ANNUAL CHANGE IN PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MONTHLY ACTIVE FACEBOOK USERS FACEBOOK USERS FACEBOOK PROFILES FACEBOOK PROFILES FACEBOOK USERS vs. JANUARY 2017 ACCESSING VIA MOBILE DECLARED AS FEMALE DECLARED AS MALE

50.00 +2% 88% 50% 50% THOUSAND

26 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

TOTAL NUMBER OF ACTIVE INSTAGRAM FEMALE USERS AS A MALE USERS AS A MONTHLY ACTIVE USERS AS A PERCENTAGE PERCENTAGE OF ALL PERCENTAGE OF ALL INSTAGRAM USERS OF TOTAL POPULATION ACTIVE INSTAGRAM USERS ACTIVE INSTAGRAM USERS

28.00 36% 54% 46% THOUSAND

27 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 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)

80.48 105% 22% 78% 90% THOUSAND

28 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. GIBRALTAR

29 JAN DIGITAL IN GIBRALTAR 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

34.65 32.73 26.00 37.84 23.00 THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND

URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: 100% 94% 75% 109% 66%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 30 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE USERS MEDIA USERS CONNECTIONS SOCIAL USERS

+31% +4% -6% +5% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+8 THOUSAND +1 THOUSAND -2 THOUSAND +1 THOUSAND

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 31 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

34.65 49.8% 50.2% +0.5% 35.0 THOUSAND YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

100% $43,000 99% 99% 99%

32 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

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

32.73 94% 28.95 84% THOUSAND THOUSAND

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; 33 REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

30.65 32.73 [N/A] 32.71 THOUSAND THOUSAND THOUSAND

34 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

61% 26% 13% 0.75% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -32% +296% +198% +400%

35 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 GIBRALTAR 100 11 NATWEST 7

02 FACEBOOK 20 12 HOTMAIL 6

03 WEATHER 18 13 AMAZON 6

04 YOUTUBE 17 14 DAILY MAIL 5

05 NEWS 16 15 SKY NEWS 4

06 GOOGLE 15 16 EBAY 4

07 YOU 13 17 GMAIL 4

08 WEATHER GIBRALTAR 12 18 GOOGLE TRANSLATE 4

09 BBC 9 19 MAPS 4

10 TRANSLATE 8 20 SPORT 4

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 36 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

26.00 75% 23.00 66% THOUSAND THOUSAND

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 37 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

26.00 +4% 88% 50% 50% THOUSAND

38 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN AVERAGE FACEBOOK PAGE POST REACH 2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND 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% 13.8% 10.6% 14.1% 26.4%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A 39 POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. JAN AVERAGE FACEBOOK ENGAGEMENT RATES 2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS 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) PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS PAGE STATUS POSTS

6.16% 5.38% 6.32% 2.86% 9.04%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED 40 WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

12.00 35% 54% 46% THOUSAND

41 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

37.84 109% 66% 34% 70% THOUSAND

42 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. ITALY

43 JAN DIGITAL IN ITALY 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

59.33 43.31 34.00 49.19 30.00 MILLION MILLION MILLION MILLION MILLION

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 69% 73% 57% 83% 51%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 44 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE USERS MEDIA USERS MOBILE USERS SOCIAL USERS

+10% +10% +0.2% +7% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+4 MILLION +3 MILLION +118 THOUSAND +2 MILLION

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 45 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

59.33 51.2% 48.8% -0.1% 45.8 MILLION YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

69% $38,345 99% 99% 99%

46 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN DEVICE USAGE 2018 PERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]

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

97% 76% 62% 31%

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

94% 8% 3% 5%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS 47 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN TIME SPENT WITH MEDIA 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

AVERAGE DAILY TIME AVERAGE DAILY TIME AVERAGE DAILY TV VIEWING TIME AVERAGE DAILY TIME SPENT USING THE SPENT USING SOCIAL (BROADCAST, STREAMING SPENT LISTENING TO INTERNET VIA ANY DEVICE MEDIA VIA ANY DEVICE AND VIDEO ON DEMAND) STREAMING MUSIC

6H 08M 1H 53M 3H 01M 0H 45M

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 48 NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. JAN ATTITUDES TOWARDS DIGITAL 2018 HOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES

BELIEVE THAT NEW PREFER TO COMPLETE BELIEVE DATA PRIVACY DELETE COOKIES FROM USE AN AD-BLOCKING TECHNOLOGIES OFFER MORE TASKS DIGITALLY AND PROTECTION ARE INTERNET BROWSER TOOL TO STOP ADVERTS OPPORTUNITIES THAN RISKS WHENEVER POSSIBLE VERY IMPORTANT TO PROTECT PRIVACY BEING DISPLAYED

53% 54% 91% 47% 35%

SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT 49 INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE

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

43.31 73% 38.81 65% MILLION MILLION

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; 50 REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

51.84 36.38 39.21 36.37 MILLION MILLION MILLION MILLION

51 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN FREQUENCY OF INTERNET USE 2018 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 ?

88% 11% 1% 0%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS 52 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. JAN INTERNET CONNECTIONS: SPEED & DEVICES 2018 AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET

AVERAGE INTERNET AVERAGE INTERNET ACCESS THE INTERNET ACCESS EQUALLY VIA ACCESS THE INTERNET SPEED VIA FIXED SPEED VIA MOBILE MOST OFTEN VIA A A SMARTPHONE AND MOST OFTEN VIA A CONNECTIONS CONNECTIONS COMPUTER OR TABLET COMPUTER OR TABLET SMARTPHONE

31.96 30.69 15% 40% 40% MBPS MBPS

SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. 53 NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

59% 35% 5% 0.25% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -6% +16% -15% +19%

54 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN SIMILARWEB’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017

# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT

01 GOOGLE.IT SEARCH 531,200,000 14M 18S 10.6

02 FACEBOOK.COM SOCIAL 244,400,000 17M 32S 15.0

03 YOUTUBE.COM TV & VIDEO 226,300,000 24M 04S 11.5

04 GOOGLE.COM SEARCH 220,000,000 12M 11S 14.5

05 AMAZON.IT SHOPPING 83,400,000 10M 30S 14.6

06 WIKIPEDIA.ORG REFERENCE 67,400,000 5M 06S 3.7

07 REPUBBLICA.IT NEWS & MEDIA 48,300,000 21M 48S 8.3

08 LIBERO.IT NEWS & MEDIA 38,700,000 17M 29S 12.0

09 YAHOO.COM NEWS & MEDIA 37,900,000 5M 54S 5.7

10 EBAY.IT SHOPPING 32,300,000 10M 08S 10.7

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS. 55 DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN ALEXA’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT

# WEBSITE TIME PAGES # WEBSITE TIME PAGES

01 GOOGLE.IT 6M 22S 10.76 11 LIVE.COM 4M 03S 3.41

02 YOUTUBE.COM 8M 18S 4.79 12 BLASTINGNEWS.COM 3M 04S 1.72

03 GOOGLE.COM 7M 32S 8.56 13 INSTAGRAM.COM 5M 23S 3.34

04 FACEBOOK.COM 10M 21S 4.00 14 CORRIERE.IT 8M 57S 3.20

05 AMAZON.IT 9M 22S 9.75 15 SUBITO.IT 10M 55S 9.83

06 WIKIPEDIA.ORG 4M 16S 3.31 16 TWITTER.COM 6M 21S 3.21

07 YAHOO.COM 4M 02S 3.61 17 VK.COM 10M 28S 4.74

08 EBAY.IT 9M 12S 7.65 18 LIVEJASMIN.COM 1M 59S 1.44

09 REPUBBLICA.IT 13M 32S 3.23 19 PORNHUB.COM 8M 29S 3.19

10 LIBERO.IT 5M 24S 4.05 20 MYMOVIES.IT 3M 00S 2.75

SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE 56 DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN WEEKLY ONLINE ACTIVITIES BY DEVICE 2018 PERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]

USE A SEARCH VISIT A SOCIAL PLAY WATCH LOOK FOR PRODUCT ENGINE NETWORK GAMES VIDEOS INFORMATION

SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: 52% 45% 7% 37% 23% COMPUTER: COMPUTER: COMPUTER: COMPUTER: COMPUTER: 45% 30% 6% 31% 21%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY 57 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 FACEBOOK 100 11 LIBERO MAIL 16

02 METEO 63 12 SUBITO 15

03 YOUTUBE 42 13 GMAIL 13

04 GOOGLE 41 14 YOU 13

05 ROMA 39 15 REPUBBLICA 13

06 TRADUTTORE 30 16 SERIE A 13

07 LIBERO 27 17 CORRIERE 12

08 AMAZON 23 18 GAZZETTA 12

09 DIRETTA 18 19 MILAN 11

10 NEWS 17 20 INSTAGRAM 11

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 58 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN FREQUENCY OF WATCHING ONLINE VIDEO 2018 HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)

WATCH ONLINE WATCH ONLINE WATCH ONLINE WATCH ONLINE VIDEOS NEVER WATCH VIDEOS EVERY DAY VIDEOS EVERY WEEK VIDEOS EVERY MONTH LESS THAN ONCE A MONTH ONLINE VIDEOS

1 7 31 365 X

54% 22% 7% 3% 14%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS 59 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN HOW INTERNET USERS WATCH TELEVISION 2018 COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT

REGULAR RECORDED CATCH-UP / ONLINE CONTENT ONLINE CONTENT TELEVISION CONTENT ON-DEMAND STREAMED ON STREAMED ON ON A TV SET ON A TV SET SERVICE ON TV SET A TV SET ANOTHER DEVICE

94% 26% 18% 16% 20%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS 60 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

34.00 57% 30.00 51% MILLION MILLION

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 61 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOST ACTIVE SOCIAL MEDIA PLATFORMS 2018 SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY

YOUTUBE 62%

FACEBOOK 60%

WHATSAPP 59%

FB MESSENGER 39%

INSTAGRAM 33%

GOOGLE+ 25%

TWITTER 23%

SKYPE 21%

LINKEDIN 18% SOCIAL NETWORK PINTEREST 15% MESSENGER / CHAT APP / VOIP SNAPCHAT 9%

TUMBLR 8%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART 62 OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

34.00 +10% 88% 48% 52% MILLION

63 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN PROFILE OF FACEBOOK USERS 2018 A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS

AGE TOTAL FEMALE MALE TOTAL 34,000,000 48% 52% 4.0 13 – 17 1,100,000 2% 2% FEMALE 3.8 3.6 3.7 18 – 24 5,500,000 8% 9% MALE 25 – 34 7,600,000 11% 12% 3.2 3.2 35 – 44 7,500,000 11% 11% 2.9 45 – 54 6,400,000 9% 9% 2.6 55 – 64 3,700,000 5% 6% 65+ 2,200,000 3% 4%

1.8 1.9

1.2 1.0

0.5 0.5

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: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, 64 WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. JAN AVERAGE FACEBOOK PAGE POST REACH 2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND 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

+0.25% 10.9% 11.1% 48.4% 31.4%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A 65 POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. JAN AVERAGE FACEBOOK ENGAGEMENT RATES 2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH

3.93% 7.69% 4.63% 4.43% 3.32%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED 66 WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

16.00 27% 51% 49% MILLION

67 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE USERS vs. MOBILE CONNECTIONS 2018 COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS

NUMBER OF UNIQUE MOBILE PENETRATION TOTAL NUMBER MOBILE CONNECTIONS AVERAGE NUMBER OF MOBILE USERS (ANY (UNIQUE USERS vs. OF MOBILE AS A PERCENTAGE OF CONNECTIONS PER TYPE OF HANDSET) TOTAL POPULATION) CONNECTIONS TOTAL POPULATION UNIQUE MOBILE USER

49.19 83% 76.14 128% 1.55 MILLION MILLION

SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; 68 MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

76.14 128% 81% 19% 80% MILLION

69 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIVITY INDEX 2018 GSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S 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

76.23 68.92 74.65 80.95 81.09 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

70 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ JAN MOBILE ACTIVITIES 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

PERCENTAGE OF THE PERCENTAGE OF THE PERCENTAGE OF THE PERCENTAGE PERCENTAGE OF THE POPULATION USING POPULATION WATCHING POPULATION PLAYING OF THE POPULATION POPULATION USING MOBILE MESSENGERS VIDEOS ON MOBILE GAMES ON MOBILE USING MOBILE BANKING MOBILE MAP SERVICES

61% 52% 37% 23% 52%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 71 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN SMARTPHONE LIFE MANAGEMENT ACTIVITIES 2018 PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]

USE THE ALARM MANAGE DIARY CHECK THE TRACK HEALTH, DIET, CLOCK FUNCTION OR APPOINTMENTS WEATHER OR ACTIVITY LEVELS

38% 21% 31% 4%

TAKE PHOTOS CHECK READ E-BOOKS MANAGE LISTS OR VIDEOS THE NEWS OR E-MAGAZINES (E.G. SHOPPING, TASKS)

45% 26% 6% 11%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY 72 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN TOP APP RANKINGS 2018 RANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS

RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS

# APP NAME DEVELOPER / COMPANY # APP NAME DEVELOPER / COMPANY

01 WHATSAPP MESSENGER FACEBOOK 01 WHATSAPP MESSENGER FACEBOOK

02 FACEBOOK FACEBOOK 02 FACEBOOK MESSENGER FACEBOOK

03 FACEBOOK MESSENGER FACEBOOK 03 FACEBOOK FACEBOOK

04 INSTAGRAM FACEBOOK 04 INSTAGRAM FACEBOOK

05 AMAZON AMAZON 05 AMAZON AMAZON

06 SHAZAM SHAZAM ENTERTAINMENT 06 WISH CONTEXTLOGIC

07 WEATHER BY ILMETEO ILMETEO 07 SNAPCHAT SNAP

08 SPOTIFY SPOTIFY 08 SPOTIFY SPOTIFY

09 TRIPADVISOR TRIPADVISOR 09 MY VODAFONE IT VODAFONE

10 TELEGRAM TELEGRAM 10 119 TELECOM ITALIA

SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/ 73 NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES. JAN FINANCIAL INCLUSION FACTORS 2018 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES ACCOUNT CREDIT CARD MOBILE PAYMENTS VIA GSMA AND / OR PAYS BILLS ONLINE

87% 36% [N/A] 39%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN WITH A CREDIT CARD WITH A CREDIT CARD MAKING INTERNET PAYMENTS MAKING INTERNET PAYMENTS

27% 46% 29% 50%

74 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. JAN E-COMMERCE ACTIVITIES IN PAST 30 DAYS 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

SEARCHED ONLINE VISITED PURCHASED A MADE AN ONLINE MADE AN ONLINE FOR A PRODUCT AN ONLINE PRODUCT OR PURCHASE VIA A LAPTOP PURCHASE VIA A OR SERVICE TO BUY RETAIL STORE SERVICE ONLINE OR DESKTOP COMPUTER MOBILE DEVICE

63% 67% 53% 24% 24%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 75 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN E-COMMERCE SPEND BY CATEGORY 2018 TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS

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

$4.272 $3.131 $1.168 $2.433 BILLION BILLION BILLION BILLION

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

$2.706 $3.540 $0.103 $0.816 BILLION BILLION BILLION BILLION

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. 76 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. JAN E-COMMERCE GROWTH BY CATEGORY 2018 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS

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

+12% +10% +15% +14%

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

+7% +15% +9% +9%

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. 77 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. JAN E-COMMERCE DETAIL: CONSUMER GOODS 2018 AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS

TOTAL NUMBER OF PEOPLE PENETRATION OF CONSUMER VALUE OF THE CONSUMER AVERAGE ANNUAL REVENUE PURCHASING CONSUMER GOODS E-COMMERCE GOODS E-COMMERCE MARKET PER USER OF CONSUMER GOODS VIA E-COMMERCE (TOTAL POPULATION) (TOTAL ANNUAL SALES REVENUE) GOODS E-COMMERCE (ARPU)

18.57 31% $13.71 $738 MILLION BILLION

YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: +3% +11% +8%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS 78 ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. JAN ADVERTISING MEDIA: FIRST AWARENESS 2018 THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED

TELEVISION 25%

ONLINE 21%

DIRECT MAIL 10%

IN-STORE 10%

PRESS 8%

POSTER 7%

OTHER 7%

EMAIL 5%

RADIO 3%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE 79 NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING. MALTA

80 JAN DIGITAL IN MALTA 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

431.5 360.0 360.0 658.7 320.0 THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND

URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: 96% 83% 83% 153% 74%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 81 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE USERS MEDIA USERS CONNECTIONS SOCIAL USERS

+8% +9% +3% +10% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+26 THOUSAND +30 THOUSAND +21 THOUSAND +30 THOUSAND

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 82 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

431.5 49.8% 50.2% +0.3% 42.2 THOUSAND YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

96% $38,072 94% 96% 93%

83 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

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

360.0 83% 320.0 74% THOUSAND THOUSAND

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; 84 REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

334.1 333.5 334.1 333.5 THOUSAND THOUSAND THOUSAND THOUSAND

85 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

66% 26% 7% 0.25% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -5% +16% -3% -7%

86 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN ALEXA’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT

# WEBSITE TIME PAGES # WEBSITE TIME PAGES

01 TIMESOFMALTA.COM 6M 20S 2.94 11 INEWSMALTA.COM 3M 18S 2.00

02 GOOGLE.COM.MT 7M 45S 11.80 12 NETNEWS.COM.MT 3M 16S 1.90

03 GOOGLE.COM 7M 32S 8.56 13 LOVINMALTA.COM 3M 29S 1.80

04 TVM.COM.MT 4M 45S 2.66 14 WIKIPEDIA.ORG 4M 16S 3.31

05 YOUTUBE.COM 8M 18S 4.79 15 BONGACAMS.COM 4M 22S 2.03

06 MALTAPARK.COM 10M 57S 13.90 16 YELLOW.COM.MT 2M 14S 2.80

07 FACEBOOK.COM 10M 21S 4.00 17 REDDIT.COM 15M 46S 10.05

08 MALTATODAY.COM.MT 15M 04S 1.99 18 LIVE.COM 4M 03S 3.41

09 NEWSBOOK.COM.MT 3M 36S 2.00 19 EBAY.CO.UK 10M 45S 8.60

10 INDEPENDENT.COM.MT 5M 04S 1.90 20 GOV.MT 3M 54S 3.00

SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE 87 DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 MALTA 100 11 GMAIL 6

02 FACEBOOK 21 12 FB 6

03 GOOGLE 13 13 TRANSLATE 6

04 TIMES 12 14 WEATHER MALTA 6

05 YOUTUBE 12 15 GOZO 6

06 MALTA TIMES 11 16 EBAY 5

07 TIMES OF MALTA 10 17 MALTAPARK 5

08 WEATHER 10 18 DAPHNE 4

09 NEWS 9 19 TVM 4

10 YOU 8 20 MAPS 4

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 88 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

360.0 83% 320.0 74% THOUSAND THOUSAND

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 89 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

360.0 +9% 89% 47% 53% THOUSAND

90 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN AVERAGE FACEBOOK PAGE POST REACH 2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND 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

+0.08% 12.8% 17.3% 11.4% 28.3%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A 91 POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. JAN AVERAGE FACEBOOK ENGAGEMENT RATES 2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH

8.49% 10.81% 7.54% 9.30% 7.97%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED 92 WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

130.0 30% 51% 49% THOUSAND

93 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

658.7 153% 68% 32% 80% THOUSAND

94 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIVITY INDEX 2018 GSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S 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

72.61 66.61 77.46 76.93 70.04 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

95 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ JAN FINANCIAL INCLUSION FACTORS 2018 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES ACCOUNT CREDIT CARD MOBILE PAYMENTS VIA GSMA AND / OR PAYS BILLS ONLINE

96% 42% [N/A] 38%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN WITH A CREDIT CARD WITH A CREDIT CARD MAKING INTERNET PAYMENTS MAKING INTERNET PAYMENTS

35% 50% 30% 47%

96 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. PORTUGAL

97 JAN DIGITAL IN PORTUGAL 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

10.31 7.73 6.60 8.11 5.70 MILLION MILLION MILLION MILLION MILLION

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 65% 75% 64% 79% 55%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 98 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE USERS MEDIA USERS MOBILE USERS SOCIAL USERS

+7% +8% +6% +10% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+533 THOUSAND +500 THOUSAND +451 THOUSAND +500 THOUSAND

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 99 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

10.31 52.7% 47.3% -0.4% 42.6 MILLION YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

65% $30,665 95% 94% 97%

100 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN DEVICE USAGE 2018 PERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]

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

94% 67% 63% 32%

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

96% 7% 1% 4%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS 101 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN TIME SPENT WITH MEDIA 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

6H 31M 2H 10M 2H 34M 0H 41M

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 102 NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. JAN ATTITUDES TOWARDS DIGITAL 2018 HOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES

52% 54% 94% 51% 42%

SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT 103 INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE

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

7.73 75% 6.72 65% MILLION MILLION

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; 104 REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

7.43 7.26 6.93 7.26 MILLION MILLION MILLION MILLION

105 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN FREQUENCY OF INTERNET USE 2018 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 ?

85% 10% 4% 1%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS 106 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. JAN INTERNET CONNECTIONS: SPEED & DEVICES 2018 AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET

54.53 24.05 25% 34% 34% MBPS MBPS

SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. 107 NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

77% 19% 4% 0.24% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -8% +54% +4% [N/A]

108 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN SIMILARWEB’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017

# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT

01 GOOGLE.PT SEARCH 313,200,000 9M 18S 7.4

02 FACEBOOK.COM SOCIAL 166,400,000 14M 26S 13.8

03 GOOGLE.COM SEARCH 131,100,000 7M 56S 9.6

04 YOUTUBE.COM TV & VIDEO 120,500,000 22M 47S 10.5

05 SAPO.PT NEWS & MEDIA 58,100,000 6M 42S 6.2

06 LIVE.COM EMAIL 29,600,000 6M 19S 8.0

07 WIKIPEDIA.ORG REFERENCE 25,600,000 3M 41S 3.1

08 OLX.PT SHOPPING 21,100,000 8M 47S 12.2

09 NOS.PT TELCO 16,300,000 4M 28S 3.4

10 ABOLA.PT NEWS & MEDIA 16,300,000 10M 25S 5.5

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS. 109 DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN ALEXA’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT

# WEBSITE TIME PAGES # WEBSITE TIME PAGES

01 GOOGLE.PT 6M 15S 10.46 11 TWITTER.COM 6M 21S 3.21

02 YOUTUBE.COM 8M 18S 4.79 12 ABOLA.PT 12M 12S 4.33

03 GOOGLE.COM 7M 32S 8.56 13 GEARBEST.COM 5M 05S 4.75

04 FACEBOOK.COM 10M 21S 4.00 14 IMDB.COM 3M 30S 4.14

05 SAPO.PT 6M 59S 3.56 15 CGD.PT 6M 58S 6.00

06 LIVE.COM 4M 03S 3.41 16 BET.PT 1M 55S 1.62

07 REDDIT.COM 15M 46S 10.05 17 RECORD.PT 9M 56S 3.12

08 WIKIPEDIA.ORG 4M 16S 3.31 18 YAHOO.COM 4M 02S 3.61

09 OLX.PT 10M 41S 9.45 19 LINKEDIN.COM 5M 19S 4.19

10 INSTAGRAM.COM 5M 23S 3.34 20 BONGACAMS.COM 4M 22S 2.03

SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE 110 DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN WEEKLY ONLINE ACTIVITIES BY DEVICE 2018 PERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]

USE A SEARCH VISIT A SOCIAL PLAY WATCH LOOK FOR PRODUCT ENGINE NETWORK GAMES VIDEOS INFORMATION

SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: 41% 47% 9% 35% 17% COMPUTER: COMPUTER: COMPUTER: COMPUTER: COMPUTER: 45% 40% 11% 32% 20%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY 111 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 FACEBOOK 100 11 GMAIL 24

02 YOUTUBE 43 12 TEMPO 20

03 PORTUGAL 40 13 NOTICIAS 15

04 GOOGLE 38 14 FINANÇAS 12

05 PORTO 32 15 BENFICA 11

06 TRADUTOR 30 16 NOS 11

07 METEOROLOGIA 29 17 MAPS 11

08 HOTMAIL 28 18 RECORD 11

09 SAPO 26 19 ABOLA 10

10 OLX 25 20 JOGOS 9

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 112 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN FREQUENCY OF WATCHING ONLINE VIDEO 2018 HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)

WATCH ONLINE WATCH ONLINE WATCH ONLINE WATCH ONLINE VIDEOS NEVER WATCH VIDEOS EVERY DAY VIDEOS EVERY WEEK VIDEOS EVERY MONTH LESS THAN ONCE A MONTH ONLINE VIDEOS

1 7 31 365 X

49% 23% 9% 1% 17%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS 113 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN HOW INTERNET USERS WATCH TELEVISION 2018 COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT

REGULAR RECORDED CATCH-UP / ONLINE CONTENT ONLINE CONTENT TELEVISION CONTENT ON-DEMAND STREAMED ON STREAMED ON ON A TV SET ON A TV SET SERVICE ON TV SET A TV SET ANOTHER DEVICE

92% 50% 41% 16% 19%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS 114 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

6.60 64% 5.70 55% MILLION MILLION

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 115 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOST ACTIVE SOCIAL MEDIA PLATFORMS 2018 SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY

YOUTUBE 66%

FACEBOOK 65%

FB MESSENGER 51%

WHATSAPP 40%

INSTAGRAM 39%

SKYPE 27%

GOOGLE+ 27%

PINTEREST 24%

LINKEDIN 24% SOCIAL NETWORK TWITTER 23% MESSENGER / CHAT APP / VOIP SNAPCHAT 17%

TUMBLR 11%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART 116 OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

6.60 +8% 86% 51% 49% MILLION

117 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN PROFILE OF FACEBOOK USERS 2018 A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN THOUSANDS

AGE TOTAL FEMALE MALE 794 TOTAL 6,600,000 51% 49% 13 – 17 250,000 2% 2% FEMALE 751 741 713 18 – 24 1,200,000 9% 10% MALE 25 – 34 1,500,000 11% 11% 630 601 35 – 44 1,500,000 12% 11% 560 45 – 54 1,100,000 8% 8% 508 55 – 64 640,000 5% 4% 65+ 410,000 3% 3%

356 284

194 213 132 122

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: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, 118 WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE THOUSAND. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. JAN AVERAGE FACEBOOK PAGE POST REACH 2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND 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

+0.06% 15.2% 7.5% 47.9% 22.1%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A 119 POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. JAN AVERAGE FACEBOOK ENGAGEMENT RATES 2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH

4.76% 6.78% 4.46% 7.04% 4.22%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED 120 WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

3.10 30% 53% 47% MILLION

121 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE USERS vs. MOBILE CONNECTIONS 2018 COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS

8.11 79% 15.10 146% 1.86 MILLION MILLION

SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; 122 MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

15.10 146% 53% 47% 87% MILLION

123 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIVITY INDEX 2018 GSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S 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

77.12 72.07 74.45 82.45 79.94 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

124 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ JAN MOBILE ACTIVITIES 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

59% 52% 39% 25% 48%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 125 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN SMARTPHONE LIFE MANAGEMENT ACTIVITIES 2018 PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]

USE THE ALARM MANAGE DIARY CHECK THE TRACK HEALTH, DIET, CLOCK FUNCTION OR APPOINTMENTS WEATHER OR ACTIVITY LEVELS

52% 23% 26% 2%

TAKE PHOTOS CHECK READ E-BOOKS MANAGE LISTS OR VIDEOS THE NEWS OR E-MAGAZINES (E.G. SHOPPING, TASKS)

50% 20% 4% 10%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY 126 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN FINANCIAL INCLUSION FACTORS 2018 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES ACCOUNT CREDIT CARD MOBILE PAYMENTS VIA GSMA AND / OR PAYS BILLS ONLINE

87% 29% [N/A] 25%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN WITH A CREDIT CARD WITH A CREDIT CARD MAKING INTERNET PAYMENTS MAKING INTERNET PAYMENTS

25% 33% 22% 28%

127 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. JAN E-COMMERCE ACTIVITIES IN PAST 30 DAYS 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

63% 58% 39% 16% 16%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 128 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN E-COMMERCE SPEND BY CATEGORY 2018 TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS

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

$808.0 $644.3 $252.0 $456.9 MILLION MILLION MILLION MILLION

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

$807.8 $395.2 $14.3 $105.3 MILLION MILLION MILLION MILLION

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. 129 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. JAN E-COMMERCE GROWTH BY CATEGORY 2018 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS

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

+15% +10% +12% +18%

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

+13% +20% +8% +9%

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. 130 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. JAN E-COMMERCE DETAIL: CONSUMER GOODS 2018 AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS

5.51 53% $2.969 $539 MILLION BILLION

YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: +8% +14% +5%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS 131 ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. JAN ADVERTISING MEDIA: FIRST AWARENESS 2018 THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED

TELEVISION 35%

ONLINE 21%

IN-STORE 14%

PRESS 11%

DIRECT MAIL 7%

POSTER 3%

EMAIL 3%

OTHER 3%

RADIO 2%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE 132 NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING. SAN MARINO

133 JAN DIGITAL IN SAN MARINO 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

33.48 17.61 9.10 4.12 7.90 THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND

URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION: 94% 53% 27% 12% 24%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 134 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE USERS MEDIA USERS CONNECTIONS SOCIAL USERS

+2% +7% +1% +10% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+0 THOUSAND +1 THOUSAND +50 +1 THOUSAND

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 135 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

33.48 51.6% 48.4% +0.5% 44.7 THOUSAND YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

94% $61,051 96% 95% 97%

136 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

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

17.61 53% 15.29 46% THOUSAND THOUSAND

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; 137 REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

17.20 [N/A] [N/A] 17.61 THOUSAND THOUSAND

138 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

79% 17% 5% 0.04% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -3% +24% -18% -50%

139 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 SAN MARINO 100 11 NOTIZIE 9

02 RIMINI 40 12 AMAZON 7

03 FACEBOOK 29 13 SAN MARINO NOTIZIE 6

04 METEO 21 14 NEWS 6

05 YOUTUBE 14 15 GIORNALE.SM 5

06 GOOGLE 13 16 YOU 4

07 TRADUTTORE 11 17 REPUBBLICA 4

08 RTV 11 18 LIBERTAS 4

09 SAN MARINO RTV 10 19 GMAIL 4

10 SAN MARINO METEO 9 20 LIBERO 4

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 140 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

9,100 27% 7,900 24%

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 141 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

9,100 +7% 87% 49% 51%

142 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

5,000 15% 52% 48%

143 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

4,122 12% 57% 43% [N/A]

144 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. SPAIN

145 JAN DIGITAL IN SPAIN 2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS

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

46.38 39.42 27.00 37.27 23.00 MILLION MILLION MILLION MILLION MILLION

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 80% 85% 58% 80% 50%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 146 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). JAN ANNUAL DIGITAL GROWTH 2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE USERS MEDIA USERS MOBILE USERS SOCIAL USERS

+4% +8% +5% +5% SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017

+2 MILLION +2 MILLION +2 MILLION +1 MILLION

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; 147 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. JAN POPULATION & ECONOMIC INDICATORS 2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS

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

46.38 51.0% 49.0% +0.1% 43.1 MILLION YEARS OLD

POPULATION LIVING GDP PER LITERACY FEMALE MALE IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY

80% $36,462 98% 98% 99%

148 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK. JAN DEVICE USAGE 2018 PERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]

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

96% 87% 72% 41%

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

95% 10% 10% 7%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS 149 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN TIME SPENT WITH MEDIA 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

5H 20M 1H 38M 2H 53M 0H 45M

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 150 NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS. JAN ATTITUDES TOWARDS DIGITAL 2018 HOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES

57% 57% 91% 48% 42%

SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT 151 INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS. JAN INTERNET USE 2018 BASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE

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

39.42 85% 35.80 77% MILLION MILLION

SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; 152 REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU. JAN INTERNET USERS: DIFFERENT PERSPECTIVES 2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS

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

40.15 37.36 37.87 37.38 MILLION MILLION MILLION MILLION

153 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018. JAN FREQUENCY OF INTERNET USE 2018 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 ?

92% 6% 2% 0%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS 154 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA. JAN INTERNET CONNECTIONS: SPEED & DEVICES 2018 AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET

65.65 31.34 14% 39% 45% MBPS MBPS

SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY. 155 NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS. JAN SHARE OF WEB TRAFFIC BY DEVICE 2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS

LAPTOPS & MOBILE TABLET OTHER DESKTOPS PHONES DEVICES DEVICES

49% 45% 6% 0.14% YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: -6% +9% -12% +17%

156 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017. JAN SIMILARWEB’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017

# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT

01 GOOGLE.ES SEARCH 1,651,200,000 9M 05S 7.5

02 GOOGLE.COM SEARCH 570,100,000 7M 17S 9.2

03 FACEBOOK.COM SOCIAL 448,900,000 10M 23S 9.8

04 YOUTUBE.COM TV & VIDEO 417,600,000 18M 13S 8.6

05 WIKIPEDIA.ORG REFERENCE 151,000,000 3M 36S 2.7

06 AMAZON.ES SHOPPING 147,200,000 7M 41S 11.1

07 TWITTER.COM SOCIAL 118,400,000 9M 16S 6.3

08 ELPAIS.COM NEWS & MEDIA 112,800,000 8M 37S 3.5

09 LIVE.COM EMAIL 103,100,000 6M 26S 8.6

10 ELMUNDO.ES NEWS & MEDIA 100,600,000 7M 58S 4.4

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS. 157 DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN ALEXA’S RANKING OF TOP WEBSITES 2018 RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT

# WEBSITE TIME PAGES # WEBSITE TIME PAGES

01 GOOGLE.ES 6M 14S 10.82 11 ELPAIS.COM 5M 17S 2.67

02 YOUTUBE.COM 8M 18S 4.79 12 YAHOO.COM 4M 02S 3.61

03 GOOGLE.COM 7M 32S 8.56 13 BLOGSPOT.COM.ES 2M 55S 2.34

04 FACEBOOK.COM 10M 21S 4.00 14 INSTAGRAM.COM 5M 23S 3.34

05 AMAZON.ES 8M 00S 8.89 15 MARCA.COM 6M 07S 3.56

06 LIVE.COM 4M 03S 3.41 16 ELMUNDO.ES 5M 04S 2.97

07 TWITTER.COM 6M 21S 3.21 17 ROLLOID.NET 3M 14S 1.61

08 WIKIPEDIA.ORG 4M 16S 3.31 18 WHATSAPP.COM 3M 50S 1.23

09 OKDIARIO.COM 4M 07S 2.14 19 LINKEDIN.COM 5M 19S 4.19

10 HOLA.COM 3M 34S 3.66 20 XVIDEOS.COM 14M 04S 10.15

SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE 158 DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. JAN WEEKLY ONLINE ACTIVITIES BY DEVICE 2018 PERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]

USE A SEARCH VISIT A SOCIAL PLAY WATCH LOOK FOR PRODUCT ENGINE NETWORK GAMES VIDEOS INFORMATION

SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: 60% 54% 13% 47% 38% COMPUTER: COMPUTER: COMPUTER: COMPUTER: COMPUTER: 53% 34% 10% 39% 32%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY 159 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN TOP GOOGLE SEARCH QUERIES IN 2017 2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017

# QUERY INDEX # QUERY INDEX

01 TIEMPO 100 11 AMAZON 29

02 FACEBOOK 98 12 GMAIL 27

03 YOUTUBE 60 13 EL MUNDO 25

04 GOOGLE 51 14 NOTICIAS 22

05 BARCELONA 50 15 SANTANDER 22

06 TRADUCTOR 48 16 EL PAIS 20

07 EL TIEMPO 45 17 CAIXA 20

08 HOTMAIL 45 18 MILANUNCIOS 17

09 MARCA 36 19 LA CAIXA 16

10 AS 34 20 INSTAGRAM 16

SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY 160 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). JAN FREQUENCY OF WATCHING ONLINE VIDEO 2018 HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)

WATCH ONLINE WATCH ONLINE WATCH ONLINE WATCH ONLINE VIDEOS NEVER WATCH VIDEOS EVERY DAY VIDEOS EVERY WEEK VIDEOS EVERY MONTH LESS THAN ONCE A MONTH ONLINE VIDEOS

1 7 31 365 X

53% 23% 8% 2% 14%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS 161 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN HOW INTERNET USERS WATCH TELEVISION 2018 COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT

REGULAR RECORDED CATCH-UP / ONLINE CONTENT ONLINE CONTENT TELEVISION CONTENT ON-DEMAND STREAMED ON STREAMED ON ON A TV SET ON A TV SET SERVICE ON TV SET A TV SET ANOTHER DEVICE

96% 29% 30% 25% 31%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS 162 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. JAN SOCIAL MEDIA USE 2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY

27.00 58% 23.00 50% MILLION MILLION

SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS 163 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOST ACTIVE SOCIAL MEDIA PLATFORMS 2018 SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY

WHATSAPP 73%

YOUTUBE 73%

FACEBOOK 69%

INSTAGRAM 40%

TWITTER 39%

FB MESSENGER 37%

GOOGLE+ 32%

SKYPE 27%

LINKEDIN 24% SOCIAL NETWORK PINTEREST 22% MESSENGER / CHAT APP / VOIP SNAPCHAT 12%

TUMBLR 9%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART 164 OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT. JAN FACEBOOK USAGE ANALYSIS 2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS

27.00 +8% 85% 52% 48% MILLION

165 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. JAN PROFILE OF FACEBOOK USERS 2018 A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS

AGE TOTAL FEMALE MALE 3.4 TOTAL 27,000,000 52% 48% 13 – 17 510,000 1% 0.9% FEMALE 3.3 3.1 3.2 18 – 24 4,200,000 8% 8% MALE 25 – 34 6,300,000 12% 12% 2.6 35 – 44 6,700,000 13% 12% 45 – 54 5,000,000 10% 9% 2.4 55 – 64 2,800,000 6% 4% 2.1 2.1 65+ 1,500,000 3% 3%

1.6

1.2

0.8 0.7

0.3 0.2

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

SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES, 166 WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA. JAN AVERAGE FACEBOOK PAGE POST REACH 2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND 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

+0.41% 19.2% 14.3% 24.1% 26.8%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A 167 POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED. JAN AVERAGE FACEBOOK ENGAGEMENT RATES 2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH

3.99% 4.42% 5.08% 4.10% 4.70%

SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED 168 WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME. JAN INSTAGRAM USAGE ANALYSIS 2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER

13.00 28% 55% 45% MILLION

169 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE USERS vs. MOBILE CONNECTIONS 2018 COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS

37.27 80% 55.51 120% 1.49 MILLION MILLION

SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018; 170 MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIONS BY TYPE 2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

55.51 120% 27% 73% 83% MILLION

171 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. JAN MOBILE CONNECTIVITY INDEX 2018 GSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S 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

78.91 71.53 75.77 86.94 82.29 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

172 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/ JAN MOBILE ACTIVITIES 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

71% 60% 41% 36% 59%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 173 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN SMARTPHONE LIFE MANAGEMENT ACTIVITIES 2018 PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]

USE THE ALARM MANAGE DIARY CHECK THE TRACK HEALTH, DIET, CLOCK FUNCTION OR APPOINTMENTS WEATHER OR ACTIVITY LEVELS

51% 26% 36% 3%

TAKE PHOTOS CHECK READ E-BOOKS MANAGE LISTS OR VIDEOS THE NEWS OR E-MAGAZINES (E.G. SHOPPING, TASKS)

54% 25% 5% 14%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY 174 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN TOP APP RANKINGS 2018 RANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS

RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS

# APP NAME DEVELOPER / COMPANY # APP NAME DEVELOPER / COMPANY

01 WHATSAPP MESSENGER FACEBOOK 01 WHATSAPP MESSENGER FACEBOOK

02 FACEBOOK FACEBOOK 02 INSTAGRAM FACEBOOK

03 INSTAGRAM FACEBOOK 03 FACEBOOK MESSENGER FACEBOOK

04 FACEBOOK MESSENGER FACEBOOK 04 FACEBOOK FACEBOOK

05 TWITTER TWITTER 05 WALLAPOP WALLAPOP

06 SPOTIFY SPOTIFY 06 AMAZON AMAZON

07 WALLAPOP WALLAPOP 07 NETFLIX NETFLIX

08 AMAZON AMAZON 08 WISH CONTEXTLOGIC

09 SHAZAM SHAZAM ENTERTAINMENT 09 SPOTIFY SPOTIFY

10 DROPBOX DROPBOX 10 SNAPCHAT SNAP

SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/ 175 NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES. JAN FINANCIAL INCLUSION FACTORS 2018 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES ACCOUNT CREDIT CARD MOBILE PAYMENTS VIA GSMA AND / OR PAYS BILLS ONLINE

98% 54% [N/A] 57%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN WITH A CREDIT CARD WITH A CREDIT CARD MAKING INTERNET PAYMENTS MAKING INTERNET PAYMENTS

52% 57% 50% 65%

176 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION. JAN E-COMMERCE ACTIVITIES IN PAST 30 DAYS 2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY

71% 74% 59% 26% 26%

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. 177 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. JAN E-COMMERCE SPEND BY CATEGORY 2018 TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS

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

$6.768 $3.354 $1.500 $1.737 BILLION BILLION BILLION BILLION

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

$3.783 $4.274 $0.118 $0.681 BILLION BILLION BILLION BILLION

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. 178 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. JAN E-COMMERCE GROWTH BY CATEGORY 2018 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS

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

+14% +7% +13% +12%

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

+6% +10% +11% +7%

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. 179 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. JAN E-COMMERCE DETAIL: CONSUMER GOODS 2018 AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS

23.47 51% $17.14 $730 MILLION BILLION

YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: +5% +11% +5%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS 180 ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE. JAN ADVERTISING MEDIA: FIRST AWARENESS 2018 THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED

TELEVISION 31%

ONLINE 25%

IN-STORE 11%

PRESS 9%

POSTER 7%

RADIO 4%

EMAIL 4%

DIRECT MAIL 3%

OTHER 2%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE 181 NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING. MORE INFORMATION

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

CLICK HERE TO ACCESS CLICK HERE TO ACCESS WE ARE SOCIAL’S RESOURCES HOOTSUITE’S RESOURCES

2 SPECIAL THANKS: GLOBALWEBINDEX

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

90% GLOBAL QUARTERLY DATA COLLECTION CROSS-DEVICE COVERAGE ACROSS 42 MARKETS COVERAGE

3 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

4 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 8 digital verticals including e-commerce, digital media, advertising, and smart home with 33 segments across more than 50 regions and countries.

78% OF GLOBAL 50 DIGITAL 90% OF WORLDWIDE MORE THAN 30,000 INTERNET POPULATION ECONOMIES ECONOMIC POWER INTERACTIVE STATISTICS

Learn more about Statista’s Digital Market Outlook at http://www.statista.com/

5 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 OVER ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE 300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY

Find out more: https://locowise.com/

6 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

Find out more: http://similarweb.com/

7 SPECIAL THANKS: APPANNIE App Annie delivers the most trusted app market data for businesses to succeed in the global app economy. Over 1 million registered members rely on App Annie to better understand the app market, and how to improve user acquisition strategies (paid and ASO), retention, product development to further grow their businesses, and leverage the opportunities around them.

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

Find out more: http://www.appannie.com/

8 SPECIAL THANKS: KLEAR

Klear is a big data search engine for influencers. Klear is trusted by the world’s leading brands and agencies to help build, scale, and measure influencer programs.

GLOBAL COVERAGE, 500 MILLION 60,000 INFLUENCE FULL INFLUENCER DOWN TO CITY LEVEL PROFILES CATEGORIES CAMPAIGN SOLUTION

Find out more: http://klear.com/

9 SPECIAL THANKS

We’d also like to offer our thanks to the following data providers for publishing much of the remaining data included in this year’s reports:

GOOGLE STATCOUNTER OOKLA ALEXA ERICSSON

Lastly, a big thank you to the The Noun Project, who supply and inspire the icons we use in these reports.

10 DATA SOURCES USED IN THIS REPORT & NOTES ON METHODOLOGIES

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

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

12 DISCLAIMER AND IMPORTANT NOTES

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13 Hootsuite is the most widely used social media management platform, trusted by more than 16 million people and employees at 80 percent of the Fortune 1000.

Hootsuite's unparalleled expertise, customer insights at scale, and collaborative ecosystem uniquely help people and organisations succeed with social.

To learn more, visit http://www.hootsuite.com.

14 We are a global agency. We deliver world-class creative ideas for forward-thinking brands. We believe in people before platforms, and the power of social insight to drive business value.

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15 SIMON KEMP

@ESKIMON

[email protected]

KEPIOS.COM