WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERSQ2 2014 Complete Forecast
JUNE 2014
Alison McCarthy
Contributors: Marcus Johnson, Monica Peart, Shelleen Shum, Martn Utreras, Haixia Wang
Read this on eMarketer for iPad
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 2
EXECUTIVE SUMMARY
There will be 2.83 billion internet users worldwide in 2014, accounting for 39.5% of the global population. Growth
will be slow but steady through 2018, as usage reaches saturation in most developed countries. New internet users
in the Middle East and Africa, Latin America and Asia-Pacific will fuel growth.
More than 63% of internet users will visit a social network regularly this year, up 12.5% from 2013. Nearly 61% of people in this group will use Facebook at least once per month, while 12.7% will use Twitter. Most developed countries have highly penetrated social network and Facebook audiences, and the majority of growth will come from social network audiences in less-developed countries in Asia-Pacific, Latin America and the Middle East and Africamany of who are accessing sites via mobile internet. The worldwide Twitter user base is rising at a slightly faster pace, and new users in similar countries will drive this growth.
Nearly 65% of people worldwide will use a mobile phone in 2014. Of these 4.65 billion mobile phone users, 48.4% will go online via mobile phone at least once per month, and 37.8% will use a smartphone. The worldwide smartphone and mobile phone internet audiences will rise on a solid trajectory through 2018. New users in Asia-Pacific, Central and Eastern Europe, Latin America and the Middle East and Africa will fuel growth, supported by the adoption of internet-connected mobile devices, falling prices of smartphones and 3G and 4G expansion.
billions, % of population and % changeInternet Users and Penetration Worldwide, 2012-2018
2012
2.37
33.8%
12.9%
2013
2.61
36.9%
10.2%
2014
2.83
39.5%
8.2%
2015
3.00
41.5%
6.1%
2016
3.16
43.2%
5.3%
2017
3.31
44.8%
4.7%
2018
3.45
46.2%
4.3%
Internet users % of population % change
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173301 www.eMarketer.com
KEY QUESTIONS How many people worldwide will use the internet
in 2014?
How do social network populations differ
among countries?
What percentage of social network users globally
will visit Facebook and Twitter?
How many people will use smartphones and mobile
phone internet worldwide through 2018?
What countries are fueling growth of the internet,
social network, mobile phone, smartphone and
mobile phone internet audiences?
Whats Included?
This report includes eMarketers forecast for worldwide internet users, social network users, Facebook users, Twitter users, mobile users, smartphone users and mobile phone internet users. The projections, which run through 2018, include breakouts by region and country.
Behind the Numbers
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness. In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 3
WORLDWIDE INTERNET, MOBILE AND SOCIAL NETWORK USAGE
INTERNET USERS eMarketer forecasts that 2.83 billion people
worldwide will access the internet regularly in 2014.
The number of internet users will rise slowly but
steadily through 2018. Annual growth rates will be
in the single digits beginning this year.
Asia-Pacific will have the worlds largest internet
user base, with 1.33 billion users or 47.2% of the
global audience in 2014. This year, Chinas internet
population will account for roughly 50% of the
regions total.
North America and Western Europe will have the
most highly penetrated internet user audiences.
Nearly 79% of people in North America and just
more than 71% of those in Western Europe will go
online regularly in 2014. Comparably, internet users
will only represent 24.5% of people in the Middle
East and Africa and 33.5% of those in Asia-Pacific.
Internet audiences in the Middle East and Africa,
Latin America and Asia-Pacific, and in specific
countries such as India, Indonesia, Mexico, Brazil
and Argentina, will drive growth of the worldwide
user base.
Low penetration, the expansion of both fixed and
mobile broadband into areas with limited online
access and the adoption of internet-connected
mobile devices will support rapid growth.
Internet-connected feature phones and low-end
smartphones will provide internet access to many
new users in these areas for the first time.
MOBILE PHONE USERS Most developed markets have fully saturated
mobile phone audiences by now. Nearly 65% of the
global population will use a mobile phone at least
once per month in 2014, totaling 4.65 billion users
up 5.5% from 2013.
Asia-Pacific has the worlds highest number of
mobile phone users, with 2.57 billion people in
2014. Mobile users in China will amount to 42.3% of
mobile phone users in Asia-Pacific.
Between 79% and 83% of people in North America
and Western Europe, respectively, will use a
mobile phone in 2014. eMarketer does not expect
the number of users to increase significantly in
either region.
Comparably, mobile phone users will only account
for 49.0% and 64.5% of people in the Middle East
and Africa and Asia-Pacific this year.
The global mobile phone user base continues to
climb at a steady pace, fueled by new mobile phone
users in Asia-Pacific, Latin America and the Middle
East and Africa, and in specific countries such as
India, Mexico and Brazil.
Low penetration, declining mobile phone prices
and advancement of mobile broadband into
less-penetrated areas will support growth.
SMARTPHONE USERS Smartphone users will account for just under
one-fourth of the worldwide population, or 37.8% of
all mobile phone users, by the end of 2014.
The worldwide smartphone audience will maintain
double-digit annual growth rates through 2017. New
smartphone users in Asia-Pacific, Latin America and
the Middle East and Africa will drive increases.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 4
Fully 51.2% of people in North America and 47.0%
of those in Western Europe will use a smartphone
this year. Penetration is much lower for Asia-Pacific,
Latin America and the Middle East and Africa
regions with large rural populations.
The costs of handsets and device connections
continue to hinder smartphone adoption for many
consumers in these regions. However, adoption
of cheap, low-end smartphone models is driving
uptake. Other factors supporting growth include
large investments in mobile data networks and
increased competition among mobile carriers, phone
manufacturers and operating system (OS) providers.
MOBILE PHONE INTERNET USERS Nearly 49% of mobile phone users worldwide,
or 2.25 billion people, will go online via mobile
browser or application at least monthly in 2014.
A significant portion of the worldwide mobile phone
audience continues to use internet-connected
feature phones, leaving a sizeable gap between the
global mobile phone internet user base and the
global smartphone audience.
The total number of mobile phone internet users
will increase 16.6% this year and rise at a healthy
pace throughout the forecast period.
Central and Eastern Europe and Latin America will
post the highest growth rates for mobile internet
users through 2018. Adoption of feature phones
with internet capabilities, along with declining
prices of smartphones and mobile data network
expansion, will fuel growth.
SOCIAL NETWORK USERS Social network users will account for the majority
of internet users in each country included in our
forecast for the first time this year.
The number of social network users worldwide
will total 1.79 billion in 2014, up 12.5% from 2013.
Annual growth rates will be in the upper single
digits through 2018.
Most countries have highly penetrated social
network audiences. eMarketer forecasts that one in
four people worldwide, or 63.4% of internet users,
will visit social networks regularly in 2014.
Less-developed countries in Asia-Pacific, Latin
America and the Middle East and Africa will drive
growth of the global social network population.
Asia-Pacific has the largest social network audience
of any region, with 796.7 million users, or 44.4%
of all users this year. Latin America will have the
second-largest social network population in 2014,
with 227.4 million users, or 12.7% of the total.
North America will be the most highly penetrated
region among its general population throughout
the forecast period.
Central and Eastern Europe will have the highest
percentage of social network users among internet
users through 2017.
FACEBOOK USERS The worldwide Facebook audience will surpass
the 1 billion user mark in 2014, up 13.1% from the
previous year.
Facebook users will account for 60.9% of social
networkers, 38.6% of internet users and 15.2% of
the total worldwide population in 2014.
Growth has slowed in all regions, though rates
remain high in certain areas. New users in countries
with quickly growing internet populationssuch
as in India, Indonesia, Mexico and Brazilwill drive
worldwide percentage gains.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 5
We have decreased our projections for the number
of Facebook users in all regions with the exception
of North America since our previous forecast, based
on Facebooks reported figures from Q4 2013.
TWITTER USERS eMarketer forecasts that 227.5 million people
worldwide will use Twitter this year. The global
Twitter audience will represent 12.7% of total social
network users and 3.2% of the worlds population.
Twitter users in all regions and countries included
in our forecast skew younger and urban, and have
relatively high income.
Asia-Pacific will have the worlds largest Twitter
market through at least 2018, the last year of
eMarketers forecast period. This year, 74.5 million
people in the region will use Twitter at least once
per month, accounting for nearly one-third of
all users.
North America has the most highly penetrated
Twitter user base in the world, as well as the
second-largest Twitter audience. This year, 15.2%
of the regions population and 28.2% of its social
network users will visit the site at least once
per month.
Twitter users will rise the fastest in Latin America,
though beginning in 2015, Asia-Pacific will post the
highest annual growth rates.
Twitter audiences in the Middle East and Africa
and Central and Eastern Europe will also climb
at faster-than-average paces. New internet
users, many of which will access the service via
internet-connected mobile phones, will primarily
drive growth.
SMARTPHONE AND MOBILE INTERNET USAGE, BY REGION
ASIA-PACIFIC Smartphone Users
Smartphone users in Asia-Pacific will total
951.0 million in 2014, accounting for 54.1% of
total mobile phone users worldwide.
China will have the regions largest smartphone
audience, with 521.7 million users. The countrys
smartphone audience continues to rise at a rapid
rate, spurred by an expanding consumer class,
cheap devices and 4G rollout in certain areas.
Nearly 70% of people in South Korea will use
smartphones in 2014the highest of any other
country in our forecast. Only 10.0% of people in
India will use the devicesthe lowest worldwide.
Indonesia will also have lower-than-average
penetration rates over the next few years.
The percentage of smartphone users among mobile
phone users also varies widely. This year, 81.0% of
South Koreas mobile phone audience will use a
smartphone, compared with 21.2% of mobile phone
users in India and 30.0% of those in Indonesia.
This year, smartphone audiences will grow fastest
in India, Japan and Indonesia. Mobile phone users
in Japan are rapidly switching from advanced
internet-connected feature phones to smartphones.
The adoption of low-end smartphones or standard
mobile phones with internet capacity, often
manufactured in China, will help drive increases in
Indonesia and India.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 6
Mobile Phone Internet Users Asia-Pacific will have 1.17 billion mobile phone
internet users in 2014. The number of users is
forecast to reach 1.59 billion by 2018.
Chinas mobile phone internet user base will make
up 52.0% of the regions total audience. China
will have the largest percentage of mobile phone
internet users among internet users of any country
included in our forecast through 2015.
Many internet usersespecially in India, Indonesia
and Chinause their mobile phones as their main
device to go online. New mobile phone internet
users will drive uptake of overall internet usage in
these countries.
eMarketer forecasts that 70.5% of people in South
Korea will be mobile phone internet users in 2014,
the highest of any country worldwide. Only 14.1%
of Indias population will access the internet via
a mobile phone regularly this year. Penetration is
higher among mobile phone users for all countries
in our forecast.
India and Indonesia will have rapidly increasing
mobile phone internet audiences. Their low
penetration rates will leave room for rapid gains,
but mobile broadband advancementalong with
the adoption of cheaper deviceswill fuel growth
as well.
The number of mobile phone internet users
in South Korea and Japan will rise at a much
slower pace than those in other countries due to
early adoption of advanced feature phones with
internet capabilities.
CENTRAL AND EASTERN EUROPE Smartphone Users
Between the end of 2014 and 2018, the regions
smartphone audience will rise to represent 36.9% to
62.4% of its population.
Central and Eastern Europe continues to overindex
in smartphone user growth. eMarketer expects the
number of smartphone users to increase 38.3%
in 2014.
More than one in three smartphone users in
Central and Eastern Europe will reside in Russia.
Smartphone users will represent 37.6% of the
countrys population and 47.0% of mobile phone
users this year.
Because the countrys expansive terrain continues
to hinder mobile broadband investment and
development in many areas, the majority of these
consumers will reside in urban centers and large
towns. Mobile broadband expansion into rural
areas and the availability of cheap devices will help
boost growth.
Mobile Phone Internet Users More than 181 million people in Central and Eastern
Europe42.1% of the regions populationwill
access the internet via mobile phone regularly
in 2014.
Russias smartphone penetration is relatively low
compared with other nations, but a large portion
of internet users utilize feature phones with online
capabilities to access the web.
Nearly 75% of Russias internet users, or 43.2% of
the countrys population, will use a mobile phone
to go online in 2014. Like Russias smartphone
audience, growth will primarily come from new
users in rural areas, mobile broadband development
and the adoption of affordable smartphones.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 7
LATIN AMERICA Smartphone Users
About one out of three mobile phone users in Latin
America will use a smartphone in 2014, making up
8.3% of all users worldwide.
Brazil will have the regions largest smartphone
audience, though penetration will be lower than
in any other country included in our forecast, with
the exception of India. Just over 20% of Brazils
population, or 26.8% of its mobile phone user base,
will use a smartphone in 2014.
eMarketer expects Brazils smartphone audience
to rise rapidly throughout the forecast period,
supported by falling prices of smartphones and
government investment in mobile broadband for
the 2014 World Cup and the 2016 Rio Olympics.
In Argentina, nearly 30% of residents, or 36.0%
of mobile phone users, will use a smartphone
regularly in 2014. High costs of devices and data has
hindered growth, but smartphone adoption will rise
steadily in the coming years.
More than 28% of people in Mexico, or 45.0%
of the mobile phone users in the country, will
be smartphone users this year. The number of
individuals who use smartphones will climb 22.7%
in 2014. The availability of affordable smartphones,
an expanding middle class and 4G advancement
will drive growth.
Mobile Phone Internet Users More than 193 million people in Latin America, or
31.9% of the regions population, will go online
via mobile phone at least once per month in 2014.
This is 24.2% larger than the regions mobile phone
internet audience in 2013.
Brazil will have the largest mobile phone internet
market in Latin America, with 36.1% of the total.
Nearly 70 million people in Brazil34.5% of the
countrys population and 64.9% of internet users
will go online via mobile phone at least monthly.
Mobile phone internet penetration is lower in
Argentina than in Brazil and Mexico, due to high
taxes and import fees on smartphones. Since
smartphone usage typically leads to mobile internet
access, any disruption to smartphone adoption will
directly affect mobile phone internet growth.
This year, mobile phone internet users will account
for 45% to 48% of mobile phone users in Brazil and
Mexico, respectively, compared with 37.0% of those
in Argentina.
Nearly 65% of internet users in Brazil, and 55.7%
of those in Mexico, will access the web via mobile
phone this year, while mobile phone internet users
will account for 48.2% of internet users in Argentina.
A significant share of mobile phone internet users
in Brazil, Mexico, Argentina and other countries in
Latin America will go online with cheaper handsets,
as opposed to higher-end smartphones.
THE MIDDLE EAST AND AFRICA Smartphone Users
By the end of 2014, 122.4 million people in the
Middle East and Africamore than 18% of
mobile phone users in the region, or 8.9% of its
populationwill use a smartphone.
The regions smartphone audience is less
penetrated than any other region or country in our
forecast. The high cost of the devices combined
with limited access to 3G and 4G networks have
hindered adoption.
The number of smartphone users in the Middle
East and Africa will increase 31.2% this year and
will continue to post double-digit growth rates
through 2018.
Low penetration will persist through the end of
the forecast period. At that point, only 14.8% of the
Middle East and Africas population and 24.6% of its
mobile phone users will use a smartphone regularly.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 8
Mobile Phone Internet Users With 319.6 million mobile phone internet users
in 2014, the Middle East and Africa will have the
second-largest audience of any region worldwide.
eMarketer forecasts that 95.0% of internet users in
the region will go online via mobile phone at least
once per month in 2014. A significant number of
internet users in the Middle East and Africa use
low-end smartphones and internet-connected
feature phones as their primary means of accessing
the internet.
More than 47% of people who use mobile phones
in the Middle East and Africa will use the mobile
internet in 2014, translating to only 23.3% of the
regions population.
The number of people who use the mobile internet
will continue to rise robustly through 2018, though
penetration will remain low. The increasing number
of mobile phone internet users will help fuel the
regions internet adoption.
Young adults residing in major urban centers will
make up the majority of mobile phone internet
users in the region.
NORTH AMERICA Smartphone Users
North America will be the only region to boast an
average smartphone penetration rate of more than
50% of its population in 2014. These smartphone
users will account for 64.6% of mobile phone users.
More than 51% of the US population will use a
smartphone in 2014, while just under half of people
in Canada will use a smartphone.
The number of smartphone users will continue to
rise steadily in both countries, but annual gains
will be on the low end compared with most other
countries as the market matures.
Mobile Phone Internet Users Mobile phone internet users will have a higher
share of the population in North America than that
in any other region. This year, 52.2% of residents will
go online via mobile phone.
Most mobile phone internet users will be
smartphone users, though a small segment of
this group will continue to use internet-connected
feature phones.
The US will have the third-largest mobile phone
internet audience in the world, after China and
India. More than half of all people in Canada and
in the US will access the web via mobile phone
in 2014. Out of mobile phone users in the US and
Canada, 66.2% and 63.7%, respectively, will do
the same.
The US and Canada each have relatively mature
mobile phone internet user bases, and growth will
slow in the coming years. Respective percentage
gains will come in at 13.0% and 17.7% for the US
and Canada.
WESTERN EUROPE Smartphone Users
Western Europe will be home to 196.6 million
smartphone users this year, who will make up 47.0%
of the regions population and 56.7% of the mobile
phone user base.
More than half of all people in Norway, Denmark
Sweden, the Netherlands and the UK will use a
smartphone in 2014. Penetration will surpass the
halfway point for Finland, Spain, France, Germany
and Italy by the end of 2015.
The number of smartphone users in Western Europe
will rise 20.9% in 2014. Growth will be slower in
countries where mobile phone users are already
likely to use a smartphone, and faster in countries
with lower smartphone penetration.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 9
Mobile Phone Internet Users This year, 201.3 million people in Western Europe, or
48.1% of the regions population, will go online via
mobile phone.
The mobile phone internet user base will undergo
healthy growth in the coming years. Smartphone
adoption will be the primary driver.
Mobile phone internet user penetration among
Western Europes mobile phone users will rise from
58.1% to 79.7% between 2014 and 2018. During that
same time period, the number of mobile phone
internet users will climb to make up 48.1% to 68.0%
of the regions population.
More than 50% of all people in Norway, Denmark,
Sweden, the Netherlands, the UK and Finland will
access the web via mobile phone in 2014.
eMarketer expects mobile phone internet users
to represent more than half of the populations of
Spain, Germany, France and Italy in 2015.
SOCIAL NETWORK USAGE, BY REGION
ASIA-PACIFIC Social Network Users
The majority of internet users across Asia-Pacific
will access social networks at least once per month
by the end of 2014. However, theres a vast disparity
of social network users as a percentage of each
individual countrys respective population.
This year, 57.0% of people in South Korea and 52.3%
of those in Australiatwo of the more advanced
digital markets in Asia-Pacificwill access social
sites. Comparatively, social network users will
account for just 26.2% of people in Indonesia and
9.7% of Indias population.
Internet users in Indonesia, China and India tend
to skew young and go online via mobile, often
specifically to access social networks.
Indonesia will post a higher penetration rate of
social network users among its internet user base
than any other country through 2017. South Korea
and Australia will also have high penetration
of social network audiences among their
internet populations.
Japan will have one of the lowest percentages of
social network users among its internet user base
throughout our forecast period. The country has
a slightly older population and a diverse digital
audience that uses the internet for a wide variety
of purposes.
Social network users in India, Indonesia and China
will rise the fastest of any country worldwide
throughout the forecast period. New internet users
in these countries are likely to join social networks.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 10
Facebook Users Facebook usage differs widely across individual
countries in Asia-Pacific. More than 90% of people
who access social networks in Australia, India and
Indonesia will use Facebook in 2014.
Facebook is Japans leading social network, though
by the end of 2014, only 52.0% of social networkers
in the country will use the site regularly. Facebook
continues to face strong competition from
Twitter, as well as homegrown mobile messaging
application LINE.
Only 44.3% of social network users in South Korea
will visit Facebook at least once per month. Mobile
social networks and mobile messaging apps such
as KakaoTalk and KakaoStory have challenged
Facebooks growth in the country.
This year, the number of new Facebook users in
India and Indonesia will rise faster than that of any
other country included in our forecast, at 40.0% and
19.9%, respectively. New internet usersmost of
whom will go online via mobile devicewill drive
growth. Audiences in Australia, South Korea and
Japan will increase at much slower paces.
Chinas government has blocked Facebook, but
users regularly interact on regional services,
microblogs and mobile messaging apps such as
Qzone, Sina Weibo and WeChat.
Twitter Users Asia-Pacific has the highest number of Twitter users
in any region, with 74.5 million people expected to
use the site at least once per month this year.
Japan is home to Asia-Pacifics largest Twitter
audience, with 19.5 million users, or 38.2% of the
countrys social network user base in 2014. Japans
tsunami and earthquake in 2011 spurred adoption,
and its solid smartphone market helped support
uptake at an early stage.
India and Indonesia have large Twitter populations
as well. However, Twitter users will represent
only 1.5% of people in India, and 6.0% of those
in Indonesia by the end of this year. eMarketer
believes that users in these countries almost
exclusively reside in urban centers where
smartphone ownership is more prevalent.
Indonesia and India will have the fastest-growing
Twitter audiences worldwide throughout the
forecast period, though low penetration will
primarily drive growth.
CENTRAL AND EASTERN EUROPE Social Network Users
Central and Eastern Europe will have the highest
penetration rate of social network users among
internet users of any region in our forecast.
More than 186 million people in the region, or 74.3%
of Central and Eastern Europes internet users and
43.2% of its population, will access social sites
regularly in 2014.
The regions social network audience will continue
on a healthy growth trajectory, increasing 9.2%
in 2014.
More than 35% of Central and Eastern Europes
social network users will reside in Russia this
year. The country will record the second-highest
percentage of social network users among internet
users of any country in 2014.
eMarketer forecasts that 46.0% of Russias
population and 79.0% of internet users in the
country will access social networks in 2014.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 11
Facebook Users Facebook is the leading social network for many
countries in Central and Eastern Europe, but
homegrown social networks continue to claim a
large share of users in a number of countries in
the region.
This year, 107.6 million people, or 57.8% of social
networkers in Central and Eastern Europe, will use
Facebook at least once per month.
Russia has a much smaller Facebook audience due
to the strong hold VK (formerly VKontakte) has on
the countrys social network market. This year,
15.8 million peopleonly 24.1% of social network
users in the countrywill visit Facebook at least
once per month. This is the lowest percentage of
Facebook users among social network users of any
country in our forecast.
eMarketer expects Russias Facebook audience
to grow at a healthy pace in the coming years.
However, by 2018, only 28.8% of social network
users in the country will use Facebook regularly.
Twitter Users Central and Eastern Europe has a small Twitter
audience. The regions 16.5 million users predicted
for 2014 will account for only 3.8% of the population
and 8.9% of social network users.
Russia has the largest Twitter audience in Central
and Eastern Europe, with 43.2% of users in the
region this year.
However, Russia has some of the lowest
penetration rates of any country included in our
forecast. eMarketer expects Russias Twitter users
to represent 5.0% of the countrys population and
10.9% of social network users in 2014.
The number of Twitter users in Russia and in the
overall region continues to grow at a healthy
pace. Double-digit growth will continue annually
through 2018.
Residents of urban centers such as Moscow tend
to have much higher Twitter usage rates than those
outside of major cities.
LATIN AMERICA Social Network Users
In 2014, 68.8% of Latin Americas internet users and
just over 37% of the countrys population will visit
social networks at least once per month.
Brazil will capture the largest share of Latin
Americas social network audience, with 76.4 million
users, or 33.6% of the regions total in 2014. The
number of new social network users will rise
steadily, driven by the 2014 FIFA World Cup and the
Rio 2016 Olympics.
Mexico will record some of the highest growth
rates worldwide for social network users. eMarketer
forecasts the number of individuals who will access
social sites regularly to increase 15.8% this year.
Mexico also has a higher percentage of social
network users among internet users than most
other countries. This year, social network users will
account for 73.4% of Mexicos internet users and
39.2% of the countrys population.
Argentinas social network population will total
19.2 million this year, representing 44.5% of the
countrys population and 70.7% of internet users.
Facebook Users Nearly 209 million people in Latin America will
use Facebook at least once per month in 2014,
accounting for 91.8% of the regions social network
users and 37.4% of Latin Americas population.
Mexico, Argentina and Brazil are among the
countries with the highest Facebook penetration
among social network users. Penetration rates
for all three countries will range from 92% to 95%
for 2014.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 12
The number of Facebook users in Brazil and Mexico
will rise at a pace faster than the worldwide average
this year. Those in Argentina will increase a little
more slowly. New internet users will drive growth
for the entirety of the region.
Twitter Users Slightly more than 12% of social network users in
Latin America, and less than 5% of the regions total
population, will use Twitter at least once per month
in 2014. The majority of the regions Twitter activity
comes from users in urban centers.
Twitter usage is slightly more common in Argentina
than in Brazil and Mexico. This year, 19.3% of
Argentinas social network audience and 8.6% of the
countrys population will access Twitter regularly.
Twitter users will account for nearly 17% of social
networkers in Brazil and Mexico, and just over 6%
of residents in each country.
Argentina, Mexico and Brazils Twitter audiences will
grow at a faster-than-average pace compared with
other nations.
THE MIDDLE EAST AND AFRICA Social Network Users
Mobile internet is bringing internet access to many
people in the region, but digital connections remain
limitedespecially for those in rural areas.
Social network users in the Middle East and
Africa will total just over 214 million in 2014,
accounting for 63.6% of internet users and 15.6% of
the population.
The number of social network users in the region
will rise 22.6% this year and will record double-digit
growth through 2018. However, by the end of the
forecast period, only 23.4% of people in the region
will visit social networks regularly.
Facebook Users Facebook usage among the regions overall
population will remain quite low due to limited
internet access in many areas. The percentage of
people using the site will increase from 10.8% to
17.7% between 2014 and 2018.
Facebook usage among social network users is also
on the low end. Facebook users will account for
69.1% of social network users in the Middle East
and Africa this year. eMarketer expects this to rise to
75.7% by 2018.
The number of Facebook users in the Middle
East and Africa will rise 18.4% this year and will
continue to post double-digit growth rates annually
throughout the forecast period. New internet
users will help boost growth of the regions social
network audience.
Twitter Users The Middle East and Africa has the smallest Twitter
audience of any region. About 16.3 million people
will use Twitter at least once per month in 2014,
accounting for just 7.6% of the regions social
network users and 1.2% of its population.
The Middle East and Africas Twitter user base is
expanding at a rapid pace, though high growth is
due to a relatively small base. eMarketer forecasts
the number of Twitter users to post double-digit
growth rates annually through 2018.
The majority of the regions Twitter activity comes
from major cities in South Africa, Nigeria, Kenya and
the Middle East.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 13
NORTH AMERICA Social Network Users
A greater share of North Americas population
will use social networks compared with any
other region.
eMarketer expects there will be 191.1 million
social network users in North America this year,
accounting for 68.6% of internet users and 54.0% of
the regions population.
The social network audiences in the US and Canada
are highly saturated. Around 53% to 54% of the
residents in both countries will use social networks
in 2014.
Growth rates will be in the low single digits for
both the US and Canada through 2018.
Facebook Users Facebook continues to be the No. 1 social
networking site in North America.
Nearly 88% of social network users in the US,
or 47.4% of the countrys population, will use
Facebook at least once per month.
Facebook users in Canada will account for an even
higher percentage. This year, Facebook users will
account for 92.6% of the countrys social network
audience and 49.1% of Canadas population.
Facebook users in the US and Canada will rise at a
slower pace than in any other country through 2016.
Twitter Users North America has the worlds second largest
Twitter audience, with 53.8 million people, or 15.2%
of the regions population, expected to use the
service regularly in 2014.
Canada and the US are each among the most
penetrated Twitter markets worldwide. Growth will
be relatively slow compared with other countries
included in eMarketers forecast.
eMarketer projects that the US will have
48.2 million Twitter users this year, representing
15.1% of the countrys population and 27.9% of its
social network audience.
Canadas Twitter user base will total 5.6 million
people in 2014, or 16.2% of the population and
30.6% of social networkers in the country.
WESTERN EUROPE Social Network Users
Nearly 60% of internet users in Western Europe will
visit social networks at least once per month in
2014, equating to 178.2 million users. The regions
social network audience will post growth rates in
the low single digits through 2018.
Germany and the UK will have the largest social
network audiences in Western Europe, with
respective shares each slightly over 18%.
Among respective populations, social network
usage will be highest in the Netherlands and
Norway. Sweden, Denmark, Finland and the UK will
also post penetration rates above 50% in 2014.
Social networking is less common in Germany,
which has an aging population. Spain and Italy
have lower internet user penetration rates than
Western Europe as a whole, which extends to social
network users.
Facebook Users Facebook is Western Europes leading social
networking site. eMarketer expects just over 84%
of social network users in the region to use the site
in 2014.
The percentage of Facebook users among social
network users will be between 85% and 94% for
all countries in Western Europe, with the exception
of Germany.
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 14
Only two-thirds of social network users in Germany
will use Facebook in 2014. Facebook is Germanys
No.1 social network, but other local sites continue
to have a small share.
Western Europe will have the second-slowest
growth rate of Facebook users after North America,
at 5.0%. eMarketer does not expect substantial
increases throughout the forecast period.
Twitter Users More than 38 million people in Western Europe will
use Twitter in 2014, equating to 9.1% of the regions
population and 21.4% of social network users.
Like North America, Western Europes Twitter
audience is relatively mature compared with other
regions. The number of Twitter users will rise at a
slower-than-average pace in all countries in Western
Europe, with the exception of Germany.
The UK has the most highly penetrated Twitter
population of any nation worldwide. More than
one out of five people in the country, or 41.5% of
its social network users, will visit Twitter regularly
this year.
For all countries in the regionwith the exception
of the UK, Italy, Germany and FranceTwitter
users will make up between 10% and 18% of their
respective populations this year.
The UK, Spain, Norway, Sweden and the
Netherlands will have the highest percentages of
Twitter users among social network users in 2014.
COMPLETE FORECAST
WORLDWIDE INTERNET USERS
millionsInternet Users Worldwide, by Region, 2012-2018
Asia-Pacific
Middle East &Africa
Latin America
Western Europe
North America
Central & Eastern Europe
Worldwide
2012
1,084.7
255.9
266.0
285.4
264.1
215.6
2,371.7
2013
1,216.5
298.5
300.8
291.5
272.8
234.2
2,614.3
2014
1,334.1
336.5
330.6
297.7
278.7
250.6
2,828.3
2015
1,424.4
370.8
356.1
301.9
284.1
264.2
3,001.4
2016
1,508.6
403.1
378.4
306.0
288.5
276.8
3,161.3
2017
1,592.1
431.3
396.6
308.8
292.6
287.4
3,308.7
2018
1,676.3
457.6
413.6
311.2
296.3
297.5
3,452.5
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to total due toroundingSource: eMarketer, May 2014173321 www.eMarketer.com
% of totalInternet User Share Worldwide, by Region, 2012-2018
Asia-Pacific
Middle East & Africa
Latin America
Western Europe
North America
Central & Eastern Europe
2012
45.7%
10.8%
11.2%
12.0%
11.1%
9.1%
2013
46.5%
11.4%
11.5%
11.2%
10.4%
9.0%
2014
47.2%
11.9%
11.7%
10.5%
9.9%
8.9%
2015
47.5%
12.4%
11.9%
10.1%
9.5%
8.8%
2016
47.7%
12.8%
12.0%
9.7%
9.1%
8.8%
2017
48.1%
13.0%
12.0%
9.3%
8.8%
8.7%
2018
48.6%
13.3%
12.0%
9.0%
8.6%
8.6%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to 100% due toroundingSource: eMarketer, May 2014173323 www.eMarketer.com
% change
Internet User Growth Worldwide, by Region,2012-2018
Middle East & Africa
Latin America
Asia-Pacific
Central & Eastern Europe
North America
Western Europe
Worldwide
2012
39.7%
14.1%
13.4%
9.6%
2.7%
4.3%
12.9%
2013
16.7%
13.1%
12.2%
8.6%
3.3%
2.1%
10.2%
2014
12.7%
9.9%
9.7%
7.0%
2.2%
2.1%
8.2%
2015
10.2%
7.7%
6.8%
5.5%
1.9%
1.4%
6.1%
2016
8.7%
6.3%
5.9%
4.7%
1.5%
1.4%
5.3%
2017
7.0%
4.8%
5.5%
3.8%
1.4%
0.9%
4.7%
2018
6.1%
4.3%
5.3%
3.5%
1.3%
0.8%
4.3%Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173896 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 15
% of population in each group
Internet User Penetration Worldwide, by Region,2012-2018
North America
Western Europe
Central & Eastern Europe
Latin America
Asia-Pacific
Middle East & Africa
Worldwide
2012
75.8%
68.7%
50.2%
44.7%
27.8%
19.5%
33.8%
2013
77.7%
69.9%
54.4%
50.0%
30.9%
22.2%
36.9%
2014
78.8%
71.1%
58.2%
54.4%
33.5%
24.5%
39.5%
2015
79.7%
71.8%
61.3%
58.0%
35.5%
26.4%
41.5%
2016
80.3%
72.5%
64.1%
61.1%
37.3%
28.1%
43.2%
2017
80.8%
72.9%
66.5%
63.4%
39.0%
29.5%
44.8%
2018
81.2%
73.2%
68.8%
65.5%
40.7%
30.6%
46.2%
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173322 www.eMarketer.com
millionsInternet Users in Asia-Pacific, by Country, 2012-2018
China*
India
Japan
Indonesia
South Korea
Australia
Other
Asia-Pacific
2012
569.4
122.9
96.7
59.7
38.2
16.4
181.4
1,084.7
2013
620.7
167.2
97.5
72.8
38.4
16.8
203.1
1,216.5
2014
657.9
215.6
98.3
83.7
38.7
17.1
222.9
1,334.1
2015
684.2
252.3
98.6
93.4
38.9
17.3
239.5
1,424.4
2016
711.6
283.8
98.8
102.8
39.0
17.6
255.0
1,508.6
2017
740.1
313.8
99.0
112.6
39.2
17.8
269.6
1,592.1
2018
769.6
346.3
99.2
123.0
39.3
18.0
280.9
1,676.3
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to total due torounding; *excludes Hong KongSource: eMarketer, May 2014173324 www.eMarketer.com
% of total
Internet User Share in Asia-Pacific, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
China* 52.5% 51.0% 49.3% 48.0% 47.2% 46.5% 45.9%
India 11.3% 13.7% 16.2% 17.7% 18.8% 19.7% 20.7%
Japan 8.9% 8.0% 7.4% 6.9% 6.6% 6.2% 5.9%
Indonesia 5.5% 6.0% 6.3% 6.6% 6.8% 7.1% 7.3%
South Korea 3.5% 3.2% 2.9% 2.7% 2.6% 2.5% 2.3%
Australia 1.5% 1.4% 1.3% 1.2% 1.2% 1.1% 1.1%
Other 16.7% 16.7% 16.7% 16.8% 16.9% 16.9% 16.8%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to 100% due torounding; *excludes Hong KongSource: eMarketer, May 2014173325 www.eMarketer.com
% change
Internet User Growth Worldwide, by Region,2012-2018
Middle East & Africa
Latin America
Asia-Pacific
Central & Eastern Europe
North America
Western Europe
Worldwide
2012
39.7%
14.1%
13.4%
9.6%
2.7%
4.3%
12.9%
2013
16.7%
13.1%
12.2%
8.6%
3.3%
2.1%
10.2%
2014
12.7%
9.9%
9.7%
7.0%
2.2%
2.1%
8.2%
2015
10.2%
7.7%
6.8%
5.5%
1.9%
1.4%
6.1%
2016
8.7%
6.3%
5.9%
4.7%
1.5%
1.4%
5.3%
2017
7.0%
4.8%
5.5%
3.8%
1.4%
0.9%
4.7%
2018
6.1%
4.3%
5.3%
3.5%
1.3%
0.8%
4.3%Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173896 www.eMarketer.com
% of population in each group
Internet User Penetration in Asia-Pacific, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
South Korea 78.1% 78.5% 78.9% 79.2% 79.4% 79.6% 79.8%
Japan 75.9% 76.6% 77.3% 77.7% 78.0% 78.3% 78.6%
Australia 74.7% 75.6% 76.0% 76.2% 76.4% 76.5% 76.6%
China* 42.4% 46.0% 48.5% 50.3% 52.1% 53.9% 55.9%
Indonesia 24.0% 29.0% 33.0% 36.5% 39.8% 43.2% 46.8%
India 10.2% 13.7% 17.4% 20.2% 22.4% 24.5% 26.7%
Other 19.9% 22.0% 23.9% 25.3% 26.6% 27.8% 28.6%
Asia-Pacific 27.8% 30.9% 33.5% 35.5% 37.3% 39.0% 40.7%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; *excludes Hong KongSource: eMarketer, May 2014173326 www.eMarketer.com
millions
Internet Users in Central & Eastern Europe, by Country, 2012-2018
Russia
Other
Central & Eastern Europe
2012
71.3
144.3
215.6
2013
77.5
156.6
234.2
2014
82.9
167.7
250.6
2015
87.3
176.9
264.2
2016
91.4
185.4
276.8
2017
94.3
193.1
287.4
2018
96.6
200.9
297.5
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to total due toroundingSource: eMarketer, May 2014173341 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 16
% of total
Internet User Share in Central & Eastern Europe, by Country, 2012-2018
2012
33.1%
66.9%
2013
33.1%
66.9%
2014
33.1%
66.9%
2015
33.0%
67.0%
2016
33.0%
67.0%
2017
32.8%
67.2%
2018
32.5%
67.5%
Russia Other
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173343 www.eMarketer.com
% change
Internet User Growth in Central & Eastern Europe, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Russia 9.6% 8.8% 7.0% 5.3% 4.7% 3.2% 2.5%
Other 9.6% 8.5% 7.0% 5.5% 4.8% 4.2% 4.0%
Central & Eastern Europe 9.6% 8.6% 7.0% 5.5% 4.7% 3.8% 3.5%
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173902 www.eMarketer.com
% of population in each group
Internet User Penetration in Central & Eastern Europe,by Country, 2012-2018
Russia
Other
Central & Eastern Europe
2012
50.0%
50.3%
50.2%
2013
54.4%
54.4%
54.4%
2014
58.2%
58.2%
58.2%
2015
61.3%
61.3%
61.3%
2016
64.2%
64.1%
64.1%
2017
66.3%
66.6%
66.5%
2018
68.8%
69.2%
68.8%
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173344 www.eMarketer.com
millionsInternet Users in Latin America, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Brazil 89.4 99.2 107.7 113.7 119.8 123.3 125.9
Mexico 50.0 57.7 64.2 70.1 75.5 80.4 85.0
Argentina 22.9 25.0 27.1 29.0 29.8 30.5 31.1
Other 103.8 118.8 131.6 143.2 153.3 162.4 171.5
Latin America 266.0 300.8 330.6 356.1 378.4 396.6 413.6
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to total due toroundingSource: eMarketer, May 2014173334 www.eMarketer.com
% of total
Internet User Share in Latin America, by Country,2012-2018
2012
33.6%
18.8%
8.6%
39.0%
2013
33.0%
19.2%
8.3%
39.5%
2014
32.6%
19.4%
8.2%
39.8%
2015
31.9%
19.7%
8.1%
40.2%
2016
31.7%
20.0%
7.9%
40.5%
2017
31.1%
20.3%
7.7%
40.9%
2018
30.4%
20.6%
7.5%
41.5%
Brazil Mexico Argentina Other
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to 100% due toroundingSource: eMarketer, May 2014173336 www.eMarketer.com
% change
Internet User Growth in Latin America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Mexico 16.1% 15.6% 11.2% 9.2% 7.7% 6.5% 5.7%
Brazil 13.1% 10.9% 8.6% 5.6% 5.3% 2.9% 2.2%
Argentina 10.1% 9.2% 8.4% 7.0% 2.7% 2.4% 2.0%
Other 15.0% 14.5% 10.8% 8.8% 7.0% 5.9% 5.6%
Latin America 14.1% 13.1% 9.9% 7.7% 6.3% 4.8% 4.3%
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173900 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 17
% of population in each group
Internet User Penetration in Latin America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Argentina 54.3% 58.7% 63.0% 66.8% 68.0% 69.0% 69.8%
Mexico 42.6% 48.6% 53.4% 57.6% 61.3% 64.6% 67.5%
Brazil 44.9% 49.3% 53.1% 55.7% 58.2% 59.5% 60.3%
Other 43.9% 49.7% 54.5% 58.6% 62.1% 65.1% 68.0%
Latin America 44.7% 50.0% 54.4% 58.0% 61.1% 63.4% 65.5%
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173337 www.eMarketer.com
millions, % of population and % change
Internet Users and Penetration in the Middle East &Africa, 2012-2018
2012
255.9
19.5%
39.7%
2013
298.5
22.2%
16.7%
2014
336.5
24.5%
12.7%
2015
370.8
26.4%
10.2%
2016
403.1
28.1%
8.7%
2017
431.3
29.5%
7.0%
2018
457.6
30.6%
6.1%
Internet users % of population % change
Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, May 2014173333 www.eMarketer.com
millions
Internet Users in North America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
US* 237.7 246.0 251.6 256.6 260.7 264.5 268.0
Canada 26.4 26.8 27.1 27.4 27.8 28.0 28.3
North America 264.1 272.8 278.7 284.1 288.5 292.6 296.3
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to total due torounding; *forecast from Feb 2014Source: eMarketer, May 2014173328 www.eMarketer.com
% of total
Internet User Share in North America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
US* Canada
Note: individuals of any age who use the internet from any location via anydevice at least once per month; *forecast from Feb 2014Source: eMarketer, May 2014173329 www.eMarketer.com
10.0% 9.8% 9.7% 9.7% 9.6% 9.6% 9.5%
90.0% 90.2% 90.3% 90.3% 90.4% 90.4% 90.5%
% change
Internet User Growth in North America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
US* 2.8% 3.5% 2.3% 2.0% 1.6% 1.5% 1.3%
Canada 1.5% 1.4% 1.3% 1.1% 1.1% 1.0% 0.9%
North America 2.7% 3.3% 2.2% 1.9% 1.5% 1.4% 1.3%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; *forecast from Feb 2014Source: eMarketer, May 2014173899 www.eMarketer.com
% of population in each group
Internet User Penetration in North America, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
US* 75.7% 77.7% 78.9% 79.9% 80.5% 81.1% 81.5%
Canada 77.0% 77.5% 77.9% 78.2% 78.5% 78.7% 78.8%
North America 75.8% 77.7% 78.8% 79.7% 80.3% 80.8% 81.2%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; *forecast from Feb 2014Source: eMarketer, May 2014173330 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 18
millions
Internet Users in Western Europe, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Germany 58.4 59.5 60.3 60.6 60.7 60.8 60.8
France 47.9 48.8 49.7 50.5 51.2 51.9 52.5
UK* 46.8 48.4 49.7 50.8 51.9 52.9 53.8
Italy 33.8 34.5 35.8 36.2 37.2 37.5 37.7
Spain 29.1 29.9 30.6 31.2 31.7 32.1 32.4
Netherlands 13.9 14.1 14.3 14.6 14.6 14.7 14.8
Sweden 7.8 7.9 8.1 8.1 8.2 8.3 8.3
Denmark 4.6 4.7 4.7 4.8 4.9 4.9 4.9
Norway 4.3 4.4 4.5 4.5 4.6 4.6 4.7
Finland 4.3 4.3 4.4 4.4 4.5 4.5 4.6
Other 34.6 35.1 35.8 36.1 36.5 36.7 36.8
Western Europe 285.4 291.5 297.7 301.9 306.0 308.8 311.2
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to total due torounding; *forecast from Feb 2014Source: eMarketer, May 2014173338 www.eMarketer.com
% of total
Internet User Share in Western Europe, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Germany 20.5% 20.4% 20.2% 20.1% 19.8% 19.7% 19.5%
France 16.8% 16.7% 16.7% 16.7% 16.7% 16.8% 16.9%
UK* 16.4% 16.6% 16.7% 16.8% 17.0% 17.1% 17.3%
Italy 11.8% 11.8% 12.0% 12.0% 12.2% 12.1% 12.1%
Spain 10.2% 10.2% 10.3% 10.3% 10.3% 10.4% 10.4%
Netherlands 4.9% 4.8% 4.8% 4.8% 4.8% 4.8% 4.7%
Sweden 2.7% 2.7% 2.7% 2.7% 2.7% 2.7% 2.7%
Denmark 1.6% 1.6% 1.6% 1.6% 1.6% 1.6% 1.6%
Finland 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Norway 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Other 12.1% 12.0% 12.0% 12.0% 11.9% 11.9% 11.8%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; numbers may not add up to 100% due torounding; *forecast from Feb 2014Source: eMarketer, May 2014173339 www.eMarketer.com
% change
Internet User Growth in Western Europe, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Italy 4.6% 2.0% 3.7% 1.3% 2.6% 0.7% 0.5%
UK* 4.0% 3.4% 2.7% 2.4% 2.1% 1.9% 1.6%
Norway 2.5% 2.5% 2.4% 1.2% 1.1% 1.0% 1.0%
Spain 2.5% 2.6% 2.3% 2.1% 1.5% 1.3% 1.1%
Sweden 2.4% 1.6% 2.0% 0.8% 0.8% 0.8% 0.8%
France 7.1% 2.0% 1.7% 1.7% 1.5% 1.3% 1.2%
Netherlands 1.7% 1.7% 1.6% 1.6% 0.4% 0.4% 0.4%
Denmark 1.5% 1.4% 1.4% 1.4% 1.4% 0.2% 0.2%
Finland 1.3% 1.3% 1.3% 1.2% 1.1% 1.0% 0.9%
Germany 5.0% 1.8% 1.3% 0.5% 0.2% 0.1% 0.1%
Other 3.9% 1.4% 2.1% 0.8% 1.2% 0.4% 0.4%
Western Europe 4.3% 2.1% 2.1% 1.4% 1.4% 0.9% 0.8%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; *forecast from Feb 2014Source: eMarketer, May 2014173901 www.eMarketer.com
% of population in each group
Internet User Penetration in Western Europe, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Norway 85.0% 86.0% 87.0% 87.0% 87.0% 87.0% 87.0%
Denmark 83.0% 84.0% 85.0% 86.0% 87.0% 87.0% 87.0%
Netherlands 83.0% 84.0% 85.0% 86.0% 86.0% 86.0% 86.0%
Sweden 81.5% 82.1% 83.1% 83.1% 83.1% 83.1% 83.1%
Finland 80.9% 81.9% 82.9% 83.9% 84.8% 85.6% 86.4%
UK* 73.9% 75.8% 77.1% 78.3% 79.3% 80.2% 80.8%
France 72.9% 74.0% 74.9% 75.8% 76.6% 77.3% 78.0%
Germany 71.8% 73.3% 74.4% 74.9% 75.2% 75.4% 75.6%
Spain 61.9% 63.1% 64.0% 64.8% 65.2% 65.5% 65.7%
Italy 55.2% 56.1% 58.0% 58.6% 60.0% 60.3% 60.5%
Other 63.3% 64.0% 65.1% 65.5% 66.1% 66.2% 66.3%
Western Europe 68.7% 69.9% 71.1% 71.8% 72.5% 72.9% 73.2%
Note: individuals of any age who use the internet from any location via anydevice at least once per month; *forecast from Feb 2014Source: eMarketer, May 2014173340 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 19
WORLDWIDE MOBILE CONNECTIONS
millionsMobile Connections Worldwide, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
China* 1,112.0 1,229.0 1,302.7 1,367.9 1,422.6 1,465.3 1,496.0
India 864.7 890.6 916.5 941.2 960.0 975.4 989.1
US** 343.2 354.5 365.2 370.6 375.8 380.7 385.3
Indonesia 298.4 314.0 327.2 337.9 348.7 359.6 369.2
Brazil 261.8 267.0 277.7 287.4 296.0 301.9 305.0
Russia 229.5 246.5 262.1 276.3 290.4 303.0 312.7
Japan 131.0 135.6 139.0 141.8 143.9 145.6 147.1
Germany 113.2 113.7 114.3 114.7 115.1 115.3 115.6
Mexico 98.8 101.8 104.3 106.4 108.4 109.7 111.0
Italy 92.4 93.0 93.4 93.9 94.3 94.6 95.0
UK** 82.7 83.9 84.9 85.6 86.3 86.9 87.4
France 68.2 70.9 73.0 74.1 75.2 76.2 77.0
Argentina 57.9 60.1 61.3 62.2 63.0 63.7 64.3
South Korea 53.8 54.9 56.0 56.5 57.1 57.6 58.0
Spain 52.9 53.5 53.9 54.2 54.4 54.6 54.7
Australia 32.8 36.1 39.3 42.1 44.6 46.8 48.7
Canada 27.3 28.4 29.5 30.5 31.3 32.0 32.7
Netherlands 22.5 22.9 23.4 23.8 24.3 24.7 25.1
Sweden 13.9 14.5 15.0 15.4 15.7 16.0 16.2
Finland 9.3 9.7 10.0 10.3 10.6 10.9 11.1
Denmark 8.3 8.5 8.7 8.8 9.0 9.0 9.1
Norway 5.8 5.9 6.0 6.1 6.2 6.2 6.3
Note: data is for June of each year; includes the total number of mobileconnections, for mobile phones as well as for nonvoice devices, such asinternet access devices (e.g. wireless modem cards, netbooks and mobileWi-Fi hotspots), ereaders, tablets and telematics systems; *excludes HongKong; **forecast from March 2014Source: eMarketer, June 2014174110 www.eMarketer.com
% change
Mobile Connection Growth Worldwide, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Australia 12.0% 10.0% 9.0% 7.0% 6.0% 5.0% 4.0%
Russia 8.8% 7.4% 6.3% 5.4% 5.1% 4.3% 3.2%
China* 12.8% 10.5% 6.0% 5.0% 4.0% 3.0% 2.1%
Indonesia 10.2% 5.2% 4.2% 3.3% 3.2% 3.1% 2.7%
Brazil 8.1% 2.0% 4.0% 3.5% 3.0% 2.0% 1.0%
Canada 5.0% 4.0% 3.9% 3.4% 2.6% 2.2% 2.2%
Finland 4.5% 4.0% 3.5% 3.0% 2.8% 2.6% 2.0%
Sweden 4.1% 3.8% 3.4% 3.0% 2.0% 2.0% 1.0%
France 6.5% 4.0% 3.0% 1.5% 1.5% 1.2% 1.1%
US** 3.5% 3.3% 3.0% 1.5% 1.4% 1.3% 1.2%
India -3.3% 3.0% 2.9% 2.7% 2.0% 1.6% 1.4%
Japan 7.6% 3.5% 2.5% 2.0% 1.5% 1.2% 1.0%
Mexico 4.0% 3.0% 2.5% 2.0% 1.9% 1.2% 1.2%
Denmark 2.5% 2.3% 2.2% 2.0% 1.3% 1.0% 0.8%
Argentina 0.1% 3.7% 2.0% 1.5% 1.4% 1.1% 0.9%
Netherlands 2.1% 2.0% 2.0% 2.0% 1.9% 1.8% 1.5%
South Korea 2.5% 2.0% 2.0% 1.0% 1.0% 0.8% 0.8%
Norway 1.7% 1.7% 1.5% 1.4% 1.3% 1.0% 1.0%
UK** 1.3% 1.5% 1.1% 0.9% 0.8% 0.7% 0.5%
Spain -5.8% 1.1% 0.6% 0.7% 0.4% 0.3% 0.2%
Germany -0.8% 0.5% 0.5% 0.4% 0.3% 0.2% 0.2%
Italy 0.6% 0.6% 0.5% 0.5% 0.4% 0.4% 0.4%
Note: data is for June of each year; includes the total number of mobileconnections, for mobile phones as well as for nonvoice devices, such asinternet access devices (e.g. wireless modem cards, netbooks and mobileWi-Fi hotspots), ereaders, tablets and telematics systems; *excludes HongKong; **forecast from March 2014Source: eMarketer, June 2014174112 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 20
% of population
Mobile Connection Penetration Worldwide, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Finland 176.7% 183.7% 190.0% 195.6% 201.0% 206.2% 210.3%
Russia 161.0% 173.0% 184.0% 194.0% 204.0% 213.0% 220.0%
Australia 149.0% 162.0% 174.7% 184.9% 194.0% 201.6% 207.5%
Denmark 149.6% 152.7% 155.7% 158.4% 160.1% 161.4% 162.3%
Sweden 145.7% 150.1% 153.9% 157.3% 159.2% 161.0% 161.3%
Italy 150.9% 151.2% 151.5% 151.8% 152.0% 152.3% 152.6%
Argentina 137.3% 140.9% 142.4% 143.2% 143.8% 144.1% 144.2%
Germany 139.2% 140.1% 141.1% 141.9% 142.6% 143.1% 143.6%
Netherlands 134.3% 136.3% 138.5% 140.6% 142.7% 144.7% 146.3%
Brazil 131.3% 132.8% 137.0% 140.7% 143.8% 145.6% 146.0%
UK* 130.6% 131.5% 131.8% 131.9% 131.8% 131.7% 131.3%
Indonesia 120.0% 125.0% 129.0% 132.0% 135.0% 138.0% 140.5%
Norway 116.1% 116.6% 116.9% 117.2% 117.4% 117.4% 117.4%
US* 109.3% 112.0% 114.5% 115.3% 116.0% 116.7% 117.2%
South Korea 110.1% 112.1% 114.2% 115.1% 116.1% 116.9% 117.7%
Spain 112.5% 113.0% 112.8% 112.6% 112.1% 111.5% 110.9%
France 103.9% 107.5% 110.2% 111.4% 112.6% 113.5% 114.3%
Japan 102.9% 106.5% 109.3% 111.7% 113.6% 115.1% 116.6%
China** 82.8% 91.1% 96.1% 100.5% 104.1% 106.8% 108.7%
Mexico 84.2% 85.6% 86.7% 87.4% 88.0% 88.1% 88.1%
Canada 79.6% 82.2% 84.7% 86.9% 88.5% 89.8% 91.1%
India 71.8% 73.0% 74.1% 75.2% 75.8% 76.1% 76.3%
Note: data is for June of each year; includes the total number of mobileconnections, for mobile phones as well as for nonvoice devices, such asinternet access devices (e.g. wireless modem cards, netbooks and mobileWi-Fi hotspots), ereaders, tablets and telematics systems; *forecast fromMarch 2014; **excludes Hong KongSource: eMarketer, June 2014174111 www.eMarketer.com
WORLDWIDE MOBILE USERS
billions, % of population and % changeMobile Phone Users Worldwide, 2012-2018
2012
4.12
58.8%
9.5%
2013
4.40
62.1%
6.9%
2014
4.65
64.9%
5.5%
2015
4.88
67.4%
5.09
2016
5.1%
69.5%
4.2%
2017
5.29
71.5%
3.9%
2018
5.47
73.3%
3.5%
Mobile phone users % of population % change
Note: CAGR (2012-2018)=4.9%; individuals of any age who own at least onemobile phone and use the phone(s) at least once per monthSource: eMarketer, June 2014173595 www.eMarketer.com
millionsMobile Phone Users Worldwide, by Region, 2012-2018
Asia-Pacific
Middle East &Africa
Latin America
Western Europe
Central & Eastern Europe
North America
Worldwide
2012
2,267.8
518.9
405.5
334.8
322.9
267.9
4,117.8
2013
2,423.2
609.6
421.5
341.0
332.3
273.9
4,401.6
2014
2,565.3
672.6
439.0
346.7
341.7
280.1
4,645.3
2015
2,709.5
732.3
451.8
351.8
351.1
285.9
4,882.3
2016
2,829.0
788.4
464.0
355.9
359.8
290.6
5,087.7
2017
2,944.0
844.9
476.5
359.5
368.7
294.6
5,288.3
2018
3,052.0
898.8
487.3
362.7
374.1
298.6
5,473.5
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to roundingSource: eMarketer, June 2014173615 www.eMarketer.com
% of total
Mobile Phone User Share Worldwide, by Region,2012-2018
Asia-Pacific
Middle East & Africa
Latin America
Western Europe
Central & Eastern Europe
North America
2012
55.1%
12.6%
9.8%
8.1%
7.8%
6.5%
2013
55.1%
13.9%
9.6%
7.7%
7.5%
6.2%
2014
55.2%
14.5%
9.5%
7.5%
7.4%
6.0%
2015
55.5%
15.0%
9.3%
7.2%
7.2%
5.9%
2016
55.6%
15.5%
9.1%
7.0%
7.1%
5.7%
2017
55.7%
16.0%
9.0%
6.8%
7.0%
5.6%
55.8%
16.4%
2018
8.9%
6.6%
6.8%
5.5%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to 100%due to roundingSource: eMarketer, June 2014173618 www.eMarketer.com
% change
Mobile Phone User Growth Worldwide, by Region,2012-2018
Middle East & Africa
Asia-Pacific
Latin America
Central & Eastern Europe
North America
Western Europe
Worldwide
2012
17.4%
11.3%
7.2%
3.0%
2.7%
2.2%
9.5%
2013
17.5%
6.9%
4.0%
2.9%
2.2%
1.8%
6.9%
2014
10.3%
5.9%
4.1%
2.8%
2.3%
1.7%
5.5%
2015
8.9%
5.6%
2.9%
2.7%
2.1%
1.5%
5.1%
2016
7.7%
4.4%
2.7%
2.5%
1.7%
1.2%
4.2%
2017
7.2%
4.1%
2.7%
2.5%
1.4%
1.0%
3.9%
2018
6.4%
3.7%
2.3%
1.5%
1.4%
0.9%
3.5%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173616 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 21
% of population in each group
Mobile Phone User Penetration Worldwide, by Region,2012-2018
Western Europe
Central & Eastern Europe
North America
Latin America
Asia-Pacific
Middle East & Africa
Worldwide
2012
80.6%
75.2%
76.9%
68.2%
58.1%
39.5%
58.8%
2013
81.8%
77.2%
78.0%
70.1%
61.5%
45.4%
62.1%
2014
82.8%
79.3%
79.2%
72.3%
64.5%
49.0%
64.9%
2015
83.7%
81.4%
80.2%
73.6%
67.5%
52.2%
67.4%
2016
84.4%
83.3%
80.9%
74.9%
69.9%
55.0%
69.5%
2017
84.9%
85.3%
81.4%
76.2%
72.1%
57.7%
71.5%
2018
85.4%
86.5%
81.9%
77.2%
74.1%
60.1%
73.3%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173617 www.eMarketer.com
millions
Mobile Phone Users in Asia-Pacific, by Country,2012-2018
China*
India
Indonesia
Japan
South Korea
Australia
Other
Asia-Pacific
2012
980.6
470.0
164.1
107.0
41.5
17.5
487.1
2,267.8
2013
1,039.2
524.9
173.3
108.2
41.9
18.2
517.6
2,423.2
2014
1,084.6
581.1
180.1
109.3
42.2
18.9
549.2
2,565.3
2015
1,130.1
638.4
186.9
110.4
42.5
19.4
581.9
2,709.5
2016
1,168.8
684.1
191.2
110.9
42.8
19.8
611.5
2,829.0
2017
1,207.4
730.7
195.4
111.3
43.1
20.2
635.9
2,944.0
2018
1,243.2
775.5
199.7
111.5
43.4
20.5
658.1
3,052.0
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to total due to rounding; *excludes Hong KongSource: eMarketer, June 2014
173619 www.eMarketer.com
% of total
Mobile Phone User Share in Asia-Pacific, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
China* 43.2% 42.9% 42.3% 41.7% 41.3% 41.0% 40.7%
India 20.7% 21.7% 22.7% 23.6% 24.2% 24.8% 25.4%
Indonesia 7.2% 7.2% 7.0% 6.9% 6.8% 6.6% 6.5%
Japan 4.7% 4.5% 4.3% 4.1% 3.9% 3.8% 3.7%
South Korea 1.8% 1.7% 1.6% 1.6% 1.5% 1.5% 1.4%
Australia 0.8% 0.8% 0.7% 0.7% 0.7% 0.7% 0.7%
Other 21.5% 21.4% 21.4% 21.5% 21.6% 21.6% 21.6%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to 100%due to rounding; *excludes Hong KongSource: eMarketer, June 2014173627 www.eMarketer.com
% change
Mobile Phone User Growth in Asia-Pacific, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
India 12.9% 11.7% 10.7% 9.9% 7.2% 6.8% 6.1%
China* 12.9% 6.0% 4.4% 4.2% 3.4% 3.3% 3.0%
Indonesia 25.8% 5.6% 3.9% 3.8% 2.3% 2.2% 2.2%
Australia 5.4% 4.0% 3.8% 2.6% 2.0% 2.0% 1.6%
Japan 1.1% 1.1% 1.1% 1.0% 0.4% 0.4% 0.2%
South Korea 0.8% 0.8% 0.8% 0.7% 0.7% 0.7% 0.7%
Other 6.4% 6.3% 6.1% 6.0% 5.1% 4.0% 3.5%
Asia-Pacific 11.3% 6.9% 5.9% 5.6% 4.4% 4.1% 3.7%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *excludes Hong KongSource: eMarketer, June 2014173625 www.eMarketer.com
% of population
Mobile Phone User Penetration in Asia-Pacific, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
South Korea 85.0% 85.5% 86.0% 86.5% 87.0% 87.5% 88.0%
Japan 84.0% 85.0% 86.0% 87.0% 87.5% 88.0% 88.4%
Australia 79.5% 81.8% 84.0% 85.3% 86.1% 86.9% 87.4%
China* 73.0% 77.0% 80.0% 83.0% 85.5% 88.0% 90.3%
Indonesia 66.0% 69.0% 71.0% 73.0% 74.0% 75.0% 76.0%
India 39.0% 43.0% 47.0% 51.0% 54.0% 57.0% 59.8%
Other 53.5% 56.1% 58.8% 61.5% 63.8% 65.5% 67.0%
Asia-Pacific 58.1% 61.5% 64.5% 67.5% 69.9% 72.1% 74.1%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *excludes Hong KongSource: eMarketer, June 2014173621 www.eMarketer.com
millions
Mobile Phone Users in Central & Eastern Europe, by Country, 2012-2018
Russia
Other
Central & Eastern Europe
2012
108.3
214.6
322.9
2013
111.2
221.2
332.3
2014
114.0
227.7
341.7
2015
116.8
234.3
351.1
2016
119.6
240.2
359.8
2017
122.3
246.4
368.7
2018
124.5
249.6
374.1
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to roundingSource: eMarketer, June 2014173628 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 22
% of total
Mobile Phone User Share in Central & Eastern Europe,by Country, 2012-2018
2012
33.5%
66.5%
2013
33.4%
66.6%
2014
33.4%
66.6%
2015
33.3%
66.7%
2016
33.2%
66.8%
2017
33.2%
66.8%
2018
33.3%
66.7%
Russia Other
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173635 www.eMarketer.com
% change
Mobile Phone User Growth in Central & Eastern Europe, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Russia 2.7% 2.6% 2.5% 2.5% 2.4% 2.3% 1.8%
Other 3.2% 3.1% 3.0% 2.9% 2.5% 2.6% 1.3%
Central & Eastern Europe 3.0% 2.9% 2.8% 2.7% 2.5% 2.5% 1.5%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173633 www.eMarketer.com
% of population in each group
Mobile Phone User Penetration in Central & Eastern Europe, by Country, 2012-2018
Russia
Other
Central & Eastern Europe
2012
76.0%
74.8%
75.2%
2013
78.0%
76.9%
77.2%
2014
80.0%
79.0%
79.3%
2015
82.0%
81.1%
81.4%
2016
84.0%
83.0%
83.3%
2017
86.0%
85.0%
85.3%
2018
87.6%
86.0%
86.5%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173629 www.eMarketer.com
millions
Mobile Phone Users in Latin America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Brazil 139.5 145.7 153.8 158.3 162.2 165.9 169.2
Mexico 66.9 71.3 75.8 79.7 83.8 87.5 90.7
Argentina 33.3 34.5 35.3 36.0 36.8 37.5 38.0
Other 165.8 170.0 174.1 177.7 181.2 185.7 189.4
Latin America 405.5 421.5 439.0 451.8 464.0 476.5 487.3
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to roundingSource: eMarketer, June 2014173637 www.eMarketer.com
% of total
Mobile Phone User Share in Latin America, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Brazil 34.4% 34.6% 35.0% 35.0% 35.0% 34.8% 34.7%
Mexico 16.5% 16.9% 17.3% 17.6% 18.1% 18.4% 18.6%
Argentina 8.2% 8.2% 8.0% 8.0% 7.9% 7.9% 7.8%
Other 40.9% 40.3% 39.7% 39.3% 39.1% 39.0% 38.9%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to 100%due to roundingSource: eMarketer, June 2014173640 www.eMarketer.com
% change
Mobile Phone User Growth in Latin America, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Mexico 9.0% 6.6% 6.3% 5.2% 5.0% 4.4% 3.7%
Brazil 12.1% 4.4% 5.5% 2.9% 2.5% 2.3% 2.0%
Argentina 3.6% 3.5% 2.2% 2.2% 2.1% 1.7% 1.6%
Other 3.5% 2.6% 2.4% 2.0% 2.0% 2.5% 2.0%
Latin America 7.2% 4.0% 4.1% 2.9% 2.7% 2.7% 2.3%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173639 www.eMarketer.com
% of population in each group
Mobile Phone User Penetration in Latin America, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Argentina 79.0% 81.0% 82.0% 83.0% 84.0% 84.7% 85.3%
Brazil 70.0% 72.5% 75.9% 77.5% 78.8% 80.0% 81.0%
Mexico 57.0% 60.0% 63.0% 65.5% 68.0% 70.2% 72.0%
Other 70.2% 71.2% 72.1% 72.7% 73.4% 74.4% 75.1%
Latin America 68.2% 70.1% 72.3% 73.6% 74.9% 76.2% 77.2%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173638 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 23
millions, % change and % of population
Mobile Phone Users and Penetration in the MiddleEast & Africa, 2012-2018
2012
518.9
17.4%
39.5%
2013
609.6
17.5%
45.4%
2014
672.6
10.3%
49.0%
2015
732.3
8.9%
52.2%
2016
788.4
7.7%
55.0%
2017
844.9
7.2%
57.7%
2018
898.8
6.4%
60.1%
Mobile phone users % change % of population
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, June 2014173641 www.eMarketer.com
millions
Mobile Phone Users in North America, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
US* 242.2 247.2 252.4 257.3 261.1 264.5 268.0
Canada 25.7 26.7 27.7 28.7 29.5 30.1 30.6
North America 267.9 273.9 280.1 285.9 290.6 294.6 298.6
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to rounding; *forecast from March 2014Source: eMarketer, June 2014173642 www.eMarketer.com
% of total
Mobile Phone User Share in North America, by Country, 2012-2018
2012
90.4%
9.6%
2013
90.2%
9.8%
2014
90.1%
9.9%
2015
90.0%
10.0%
2016
89.9%
10.1%
2017
89.8%
10.2%
2018
89.7%
10.3%
US Canada
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *forecast from March 2014Source: eMarketer, June 2014173648 www.eMarketer.com
% change
Mobile Phone User Growth in North America, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Canada 9.6% 3.9% 3.8% 3.3% 2.9% 1.9% 1.9%
US* 2.0% 2.1% 2.1% 1.9% 1.5% 1.3% 1.3%
North America 2.7% 2.2% 2.3% 2.1% 1.7% 1.4% 1.4%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *forecast from March 2014Source: eMarketer, June 2014173647 www.eMarketer.com
% of population
Mobile Phone User Penetration in North America, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Canada 75.0% 77.3% 79.6% 81.6% 83.4% 84.4% 85.4%
US* 77.1% 78.1% 79.1% 80.1% 80.6% 81.0% 81.5%
North America 76.9% 78.0% 79.2% 80.2% 80.9% 81.4% 81.9%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *forecast from March 2014Source: eMarketer, June 2014173645 www.eMarketer.com
millions
Mobile Phone Users in Western Europe, by Country,2012-2018
2012 2013 2014 2015 2016 2017 2018
Germany 65.6 66.8 68.0 69.1 69.8 70.4 71.0
France 50.2 51.4 52.5 53.6 54.5 55.0 55.5
UK* 50.3 51.2 51.9 52.6 53.2 53.7 54.2
Italy 48.9 49.9 50.7 51.5 52.1 52.8 53.4
Spain 39.7 40.3 40.8 41.2 41.7 42.1 42.5
Netherlands 13.6 13.8 14.1 14.3 14.5 14.6 14.8
Sweden 7.8 7.9 8.1 8.3 8.4 8.5 8.6
Denmark 4.7 4.8 4.9 4.9 5.0 5.0 5.1
Finland 4.7 4.7 4.7 4.8 4.8 4.8 4.8
Norway 4.5 4.6 4.7 4.7 4.8 4.9 4.9
Other 44.9 45.6 46.2 46.8 47.2 47.7 48.0
Western Europe 334.8 341.0 346.7 351.8 355.9 359.5 362.7
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to rounding; *forecast from March 2014Source: eMarketer, June 2014173651 www.eMarketer.com
WORLDWIDE INTERNET, SOCIAL NETWORK AND MOBILE USERS: Q2 2014 COMPLETE FORECAST 2014 EMARKETER INC. ALL RIGHTS RESERVED 24
% of total
Mobile Phone User Share in Western Europe, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Germany 19.6% 19.6% 19.6% 19.7% 19.6% 19.6% 19.6%
France 15.0% 15.1% 15.2% 15.2% 15.3% 15.3% 15.3%
UK* 15.0% 15.0% 15.0% 15.0% 14.9% 14.9% 14.9%
Italy 14.6% 14.6% 14.6% 14.6% 14.7% 14.7% 14.7%
Spain 11.8% 11.8% 11.8% 11.7% 11.7% 11.7% 11.7%
Sweden 2.3% 2.3% 2.3% 2.3% 2.4% 2.4% 2.4%
Netherlands 4.0% 4.1% 4.1% 4.1% 4.1% 4.1% 4.1%
Denmark 1.4% 1.4% 1.4% 1.4% 1.4% 1.4% 1.4%
Norway 1.4% 1.4% 1.4% 1.4% 1.4% 1.4% 1.4%
Finland 1.4% 1.4% 1.4% 1.4% 1.3% 1.3% 1.3%
Other 13.4% 13.4% 13.3% 13.3% 13.3% 13.3% 13.2%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to 100%due to rounding; *forecast from March 2014Source: eMarketer, June 2014173654 www.eMarketer.com
% change
Mobile Phone User Growth in Western Europe, by Country, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Sweden 2.4% 2.3% 2.3% 1.8% 1.6% 1.4% 1.2%
France 2.5% 2.5% 2.1% 2.0% 1.7% 1.0% 0.9%
Netherlands 2.1% 2.0% 1.9% 1.4% 1.2% 1.1% 0.9%
Germany 2.0% 1.8% 1.9% 1.6% 1.0% 0.9% 0.7%
Italy 2.2% 1.9% 1.7% 1.5% 1.3% 1.3% 1.1%
Denmark 1.8% 1.7% 1.6% 1.2% 1.0% 1.0% 0.9%
UK* 2.9% 1.8% 1.4% 1.5% 1.0% 1.0% 0.9%
Norway 1.7% 1.8% 1.3% 1.3% 1.2% 1.0% 1.0%
Spain 1.6% 1.5% 1.2% 1.1% 1.1% 1.0% 1.0%
Finland 0.2% 0.2% 0.2% 0.3% 0.3% 0.2% 0.2%
Other 1.8% 1.6% 1.4% 1.2% 0.9% 1.0% 0.7%
Western Europe 2.2% 1.8% 1.7% 1.5% 1.2% 1.0% 0.9%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *forecast from March 2014Source: eMarketer, June 2014173653 www.eMarketer.com
% of population in each group
Mobile Phone User Penetration in Western Europe, byCountry, 2012-2018
2012 2013 2014 2015 2016 2017 2018
Norway 90.5% 91.0% 91.1% 91.2% 91.3% 91.3% 91.3%
Finland 89.8% 89.9% 90.0% 90.2% 90.4% 90.6% 90.8%
Denmark 85.0% 86.2% 87.5% 88.3% 89.0% 89.7% 90.3%
Spain 84.3% 85.0% 85.4% 85.6% 85.8% 86.0% 86.2%
Germany 80.7% 82.3% 84.0% 85.5% 86.5% 87.4% 88.2%
Netherlands 81.0% 82.2% 83.5% 84.3% 85.0% 85.6% 86.0%
Sweden 81.0% 82.2% 83.5% 84.3% 85.0% 85.5% 85.8%
Italy 79.9% 81.1% 82.2% 83.2% 84.1% 85.0% 85.8%
UK* 79.4% 80.1% 80.6% 81.1% 81.2% 81.3% 81.4%
France 76.5% 78.0% 79.3% 80.5% 81.5% 82.0% 82.4%
Other 82.1% 83.1% 84.1% 84.8% 85.4% 86.0% 86.5%
Western Europe 80.6% 81.8% 82.8% 83.7% 84.4% 84.9% 85.4%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; *forecast from March 2014Source: eMarketer, June 2014173652 www.eMarketer.com
WORLDWIDE SMARTPHONE USERS Smartphone Users and Penetration Worldwide,2012-2018
Smartphone users(billions)
% change
% of mobile users
% of population
2012
1.06
58.7%
25.8%
15.2%
2013