emarketer worldwide internet social network and mobile users-q2 2014 complete forecast

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  • 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