global media intelligence report — 2015
TRANSCRIPT
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2015 GLOBAL MEDIA INTELLIGENCE REPORT EXECUTIVE SUMMARY
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Global Media Intelligence Report 2015
Overview
Developments in the past year—both good and bad—have demonstrated yet again how closely all parts of the world are now interdependent. For example, the global fall in oil prices has meant a welcome drop in costs for countries that import oil and other petroleum products, including most of Western Europe. But it’s a painful shock for oil-exporting nations, especially those in the Middle East and Latin America that derive a big share of revenues from those sales. Changes of that magnitude can directly affect the national mood, government policies, business confidence and consumer spending.
In Q3 2015, several of the adverse factors we noted in last year’s Global Media Intelligence report still weigh on the world’s prospects for economic growth and stability.
One is the eurozone crisis, which remains a major cause of concern. A third bailout of the Greek economy, announced in mid-August, calmed nerves in the very short term but didn’t alter the essential circumstances that sparked a degree of panic earlier this year. The conditions imposed on Greece by its troika of main creditors are no less difficult than those that led to the resounding success of the anti-austerity Syriza party in January 2015 elections—so further volatility seems inevitable. Elsewhere in Western Europe, France and Italy also face severe economic problems. On the other hand, Portugal, Spain and the UK have maintained a positive trajectory, emerging well from the long-term effects of the recession that began in 2008.
In the US—still the leading engine of world trade and consumption—the recovery continues, judging by a range of indicators. But performance in Q1 2015 was not as robust as expected and progress has been uneven; as a result, much of Latin America hasn’t registered the boost in trade and consumer confidence that normally follows an uptick in the US.
Similarly, previously solid GDP gains in several developing markets have slowed, often due to lower demand from advanced economies. One huge worry is China, where GDP growth has been sliding since July 2014. Apart from the slowdown in China, other destabilizing factors include the worsening situation in the Middle East, where violence is endemic in Libya, Syria, Gaza and Iraq. The Islamic State (IS)—a relatively minor player until last year—is now a force to be reckoned with.
At the same time, the economic scenario is improving in many countries, including India, Peru and South Africa.
Against this background—sometimes, indeed, because of it—the rise of digital technology is unstoppable.
The full Global Media Intelligence report, available to eMarketer clients, includes demographic breakdowns of populations and media audiences in the following countries around the world:
ArgentinaAustraliaBrazilCanadaChileChinaColombia
Czech RepublicDenmarkEgyptEstoniaFinlandFranceGermany
GreeceHong KongHungaryIndiaIndonesiaIrelandItaly
JapanLatviaMexicoNetherlandsNew ZealandNigeriaNorway
PeruPhilippinesPolandPortugalRussiaSaudi ArabiaSingapore
SlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandThailand
TurkeyUnited Arab EmiratesUnited KingdomUnited StatesUruguayVenezuela
% of populationSelect Digital Usage Metrics Worldwide, 2015 & 2019
Mobile phone users61.1%
67.1%
Internet users43.0%
51.5%
Mobile phone internet users32.2%
42.6%
Smartphone users25.7%
35.2%
Tablet users13.8%
20.0%
2015 2019
Source: eMarketer, July 2015194038 www.eMarketer.com
Asia-Pacific
In many developing economies in Asia-Pacific, large numbers of residents still rely heavily on traditional media platforms, and television in particular. Newspapers remain broadly popular throughout the region but aren’t suitable for all advertisers, as readership rates depend on literacy levels. Meanwhile, mobile platforms offer the best option for many consumers, including those on lower incomes, to go online.
Indonesia offers a case in point. According to research, 27.0% of the country’s adult urban population accessed the internet with a mobile phone in 2014, compared with just 21.0% the previous year.
Across the region, smartphones and the accompanying data tariffs are becoming much more affordable too. For many members of Asia-Pacific’s emerging middle class, advanced handsets will be the preferred route to the internet in the months and years ahead. eMarketer predicts that the regional population of smartphone users will pass 1 billion this year. China alone will account for more than 525 million of the total.
Central & Eastern Europe
The level of smartphone usage in Central and Eastern Europe is still lower than in many other parts of the world. eMarketer estimates that fewer than half the region’s mobile phone users will have an advanced handset this year, compared with more than 65% in Western Europe and nearly 74% in North America.
Yet smartphone usage is expanding faster in Central and Eastern Europe than in any other region. The Czech Republic is typical of the countries undergoing this transformation. eMarketer predicts that the number of smartphone users there will rise by 21.2% this year, as penetration approaches 45%. Meanwhile, though, the smartphone population is dominated by young, affluent male consumers. In H2 2014, over 54% of smartphone owners in the Czech Republic polled by MEDIAN s.r.o were ages 12 to 34, half (49.7%) hailed from the most well-to-do households and more than 55% were male.
In most Central and Eastern European countries, social networking has now spread beyond the ranks of early adopters, and is increasingly popular across all demographics, even when overall penetration isn’t especially high.
In Poland, however, social network users still comprise one of the more distinctive of all media audiences. Although more than 56% of internet users ages 15 to 60 visited social media last year, women accounted for more than 58% of that group, and 63.2% were ages 15 to 34.
millions and % of mobile phone users
Smartphone Users and Penetration in Asia-Pacific, byCountry, 2014-2019
Smartphone users (millions)
China*
India
Indonesia
Japan
South Korea
Philippines
Vietnam
Thailand
Australia
Malaysia
Hong Kong
Singapore
Other
Asia-Pacific
Smartphone user penetration (% of mobile phone users)
Singapore
South Korea
Hong Kong
Australia
China*
Japan
Malaysia
Thailand
Indonesia
Philippines
Vietnam
India
Other
Asia-Pacific
2014
482.7
123.3
44.7
46.2
32.2
21.8
16.6
15.4
13.5
8.9
4.4
3.8
74.5
888.0
83.1%
79.5%
76.6%
74.3%
48.1%
44.0%
42.6%
34.9%
32.6%
32.0%
30.4%
21.2%
25.1%
37.3%
2015
525.8
167.9
55.4
51.8
33.6
26.2
20.7
17.9
14.6
10.1
4.8
4.0
91.1
1,023.9
85.2%
82.3%
80.7%
78.4%
50.9%
48.9%
46.6%
39.2%
37.1%
36.6%
36.2%
26.3%
29.0%
40.8%
2016
563.3
204.1
65.2
55.8
34.6
29.9
24.6
20.0
15.4
11.0
5.0
4.2
106.7
1,139.8
86.3%
84.3%
84.0%
81.0%
53.3%
52.4%
49.2%
42.8%
40.4%
40.0%
41.5%
29.8%
32.1%
43.6%
2017
599.3
243.8
74.9
58.9
35.6
33.3
28.6
21.9
16.0
11.8
5.2
4.3
121.3
1,254.7
87.2%
86.0%
85.9%
82.6%
56.0%
55.1%
51.3%
45.8%
43.2%
43.1%
46.8%
33.4%
34.5%
46.2%
2018
640.5
279.2
83.5
60.9
36.5
36.5
32.0
23.4
16.5
12.7
5.3
4.4
134.7
1,366.3
88.0%
87.6%
87.2%
83.6%
59.3%
56.9%
54.3%
48.1%
45.4%
46.1%
50.9%
36.0%
36.4%
48.7%
2019
687.7
317.1
92.0
62.6
37.0
39.2
35.2
24.8
16.8
13.7
5.4
4.6
147.2
1,483.4
88.9%
88.4%
88.3%
84.3%
63.3%
58.4%
57.3%
50.0%
47.6%
48.4%
54.6%
39.0%
37.8%
51.5%
Note: individuals of any age who own at least one smartphone and use thesmartphone(s) at least once per month; *excludes Hong KongSource: eMarketer, July 2015193860 www.eMarketer.com
Social Network Users and Penetration in Central &Eastern Europe, by Country, 2013-2019
Social network users (millions)
Russia
Other
Central & Eastern Europe
Social network user penetration (% of internet users)
Russia
Other
Central & Eastern Europe
Social network user penetration (% of population)
Russia
Other
Central & Eastern Europe
2013
60.5
93.1
153.6
78.0%
70.2%
73.1%
42.4%
32.4%
35.7%
2014
65.5
102.1
167.6
79.0%
71.9%
74.5%
46.0%
35.4%
38.9%
2015
69.2
109.7
178.9
79.3%
72.8%
75.2%
48.6%
38.0%
41.5%
2016
72.4
115.9
188.3
79.2%
73.5%
75.6%
50.8%
40.0%
43.6%
2017
75.0
122.2
197.1
79.5%
74.1%
76.1%
52.7%
42.1%
45.6%
2018
77.2
128.1
205.3
79.9%
74.8%
76.6%
54.3%
44.1%
47.5%
2019
79.2
133.0
212.2
80.2%
75.0%
76.9%
55.8%
45.8%
49.1%
Note: internet users who use a social network via any device at least onceper month; numbers may not add up to total due to roundingSource: eMarketer, April 2015; confirmed and republished, July 2015188009 www.eMarketer.com
Latin America
Until recently, import taxes and other charges kept smartphones beyond the reach of most consumers in Latin America. Now many residents are making up for lost time, encouraged by the arrival of cheaper models. eMarketer estimates that nearly 160 million people in Latin America will use an advanced handset in 2015.
In 2016, just two countries, Brazil and Mexico, will be home to nearly 100 million smartphone users. But there is much more growth to come; regional smartphone penetration hasn’t yet passed 40%, though it will do so this year.
TV is popular throughout Latin America, but especially so in Chile. In that country, an estimated 97.7% of residents 12 and older watched free-to-air TV content each week in 2014. In addition, 68.0% watched cable television and 19.6% had access to satellite television programs.
At the same time, some TV consumption seems to be transferring to digital platforms. Chile registered one of the highest regional gains in digital video viewing last year, as the share of residents watching in the 30 days prior to polling shot from 17.5% to 39.1%. Males outnumbered females in this audience by 53.5% to 46.5%.
Middle East & Africa
Predictably, internet penetration remains far higher in wealthy states such as Saudi Arabia and the United Arab Emirates (UAE) than in Egypt or South Africa. Yet some of the less developed nations in the region already boast far larger online audiences than the most prosperous Middle East countries.
For example, Nigeria will be home to more than 63 million monthly internet users this year, eMarketer estimates, compared with 17.5 million individuals online regularly in Saudi Arabia. Overall, 416.9 million people in the Middle East and Africa are expected to use the internet at least once per month in 2015. In 2019, that number will approach 575 million.
Patriarchal traditions are still strong in much of the Middle East, and continue to influence media consumption. Males have often had higher incomes than females, for example, as well as greater access to digital devices and greater freedom to engage with the internet. So it’s not surprising that last year, males accounted for 58.2% of mobile phone internet users in Egypt, 57.9% of those in Kuwait and 54.4% of those in UAE.
Yet Saudi Arabia presented a different picture: Females accounted for nearly 59% of residents ages 15 and older who accessed the web with a mobile phone in 2014. Females also outnumbered males among smartphone owners in Saudi Arabia, by 55.7% to 44.3%.
millions and % of mobile phone users
Smartphone Users and Penetration in Latin America,by Country, 2014-2019
Smartphone users (millions)
Brazil
Mexico
Colombia
Argentina
Chile
Peru
Other
Latin America
Smartphone user penetration (% of mobile phone users)
Chile
Colombia
Mexico
Argentina
Brazil
Peru
Other
Latin America
2014
39.7
31.3
14.4
11.0
6.3
5.1
19.8
127.6
49.7%
45.3%
40.1%
36.7%
31.3%
28.7%
22.4%
33.1%
2015
49.1
38.5
16.7
13.3
7.1
6.2
25.0
155.9
55.5%
51.4%
47.4%
43.5%
37.6%
33.5%
27.6%
39.3%
2016
57.8
45.2
19.0
15.5
7.9
7.3
29.7
182.4
60.9%
57.4%
54.1%
49.3%
43.3%
38.2%
32.0%
44.9%
2017
65.8
51.7
20.9
16.9
8.7
8.3
34.0
206.3
65.7%
62.1%
60.4%
53.0%
48.2%
42.5%
35.9%
49.7%
2018
72.5
57.9
22.6
18.3
9.3
9.3
38.1
228.0
69.7%
66.0%
66.2%
56.7%
52.0%
46.5%
39.5%
53.9%
2019
77.6
62.4
24.3
19.8
9.8
10.1
41.5
245.6
72.8%
69.7%
70.0%
60.2%
54.8%
49.7%
42.3%
57.0%
Note: individuals of any age who own at least one smartphone and use thesmartphone(s) at least once per monthSource: eMarketer, July 2015193868 www.eMarketer.com
Internet Users and Penetration in the Middle East &Africa, 2013-2019
2013 2014 2015 2016 2017 2018 2019
Internet users (millions)
Nigeria 51.8 57.7 63.2 69.1 76.2 84.3 93.0
Egypt 34.1 36.0 38.3 40.9 43.9 47.4 50.7
South Africa 20.1 22.7 25.0 27.2 29.2 30.9 32.5
Saudi Arabia 14.8 16.1 17.5 18.9 20.0 21.2 22.3
United Arab Emirates 3.9 4.2 4.4 4.6 4.8 4.9 5.1
Other 227.0 248.6 268.5 291.3 316.8 343.9 371.2
Middle East & Africa 351.8 385.3 416.9 451.9 490.9 532.6 574.8
Internet user growth (% change)
South Africa 18.2% 12.8% 10.5% 8.8% 7.2% 5.9% 5.1%
Nigeria 21.0% 11.3% 9.5% 9.3% 10.3% 10.6% 10.4%
Saudi Arabia 13.7% 8.9% 8.4% 7.9% 6.0% 5.8% 5.3%
Egypt 13.2% 5.6% 6.3% 6.8% 7.4% 7.8% 7.0%
United Arab Emirates 9.1% 7.1% 5.4% 3.9% 3.8% 3.7% 3.0%
Other 17.5% 9.5% 8.0% 8.5% 8.8% 8.5% 7.9%
Middle East & Africa 17.3% 9.5% 8.2% 8.4% 8.6% 8.5% 7.9%
Internet user penetration (% of population in each group)
United Arab Emirates 71.6% 74.6% 76.6% 77.6% 78.6% 79.6% 80.2%
Saudi Arabia 55.0% 59.0% 63.0% 67.0% 70.0% 73.0% 75.8%
South Africa 41.3% 46.8% 51.8% 56.3% 60.3% 63.8% 67.0%
Egypt 40.0% 41.5% 43.3% 45.4% 48.0% 50.8% 53.5%
Nigeria 30.0% 32.6% 34.8% 37.1% 40.0% 43.1% 46.5%
Other 22.4% 23.9% 25.3% 26.8% 28.5% 30.2% 31.9%
Middle East & Africa 26.0% 27.8% 29.5% 31.3% 33.2% 35.3% 37.3%
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 toroundingSource: eMarketer, April 2015; confirmed and republished, July 2015187561 www.eMarketer.com
North America
Thanks to a generally high standard of living, most households in North America have some disposable income, and high-end digital devices such as tablets feature on many shopping lists.
This year, an estimated 61.1% of US internet users will use a tablet at least once per month—an audience of nearly 159 million. In Canada, more than 15 million people will be tablet users—equivalent to 42.0% of the entire population. By the end of the forecast period, eMarketer predicts that almost 200 million individuals in the region will be monthly tablet users.
Underpinned by greater penetration of tablets, smartphones and other digital devices, digital video viewing is also surging ahead in the US. eMarketer estimates that the number of residents watching video on digital platforms at least once per month will pass 204 million in 2015, and reach 220 million within three years. Internet users ages 12 to 34 will remain the keenest audience; more than 90% of this cohort will be regular viewers of digital video in 2015.
Among older consumers, the likelihood of watching such content declines in direct correlation with age. For example, barely half (49.7%) of seniors 65 and older will watch digital video monthly this year—but that share is expected to reach 59.0% in 2019.
Western Europe
With its advanced economies, robust digital infrastructure and history of technological innovation, it’s easy to presume that Western Europe has almost uniformly high internet penetration. But this is far from true. In 2015, Denmark,
Tablet Users and Penetration in North America, by Country, 2013-2019
2013 2014 2015 2016 2017 2018 2019
Tablet users (millions)
US 132.2 148.9 158.8 166.4 172.1 176.8 180.9
Canada 11.9 13.6 15.1 16.3 17.2 17.9 18.5
North America 144.1 162.5 173.8 182.7 189.3 194.7 199.3
Tablet user penetration (% of internet users)
US 53.8% 58.8% 61.1% 62.7% 63.6% 64.4% 65.3%
Canada 42.8% 48.2% 52.1% 55.6% 57.4% 58.9% 60.0%
North America 52.6% 57.7% 60.2% 62.0% 63.0% 63.9% 64.8%
Tablet user penetration (% of population)
US 41.8% 46.7% 49.4% 51.4% 52.7% 53.7% 54.5%
Canada 33.7% 38.4% 42.0% 45.0% 47.0% 48.5% 49.5%
North America 41.0% 45.9% 48.7% 50.7% 52.1% 53.2% 54.0%
Note: individuals of any age who use a tablet at least once per month; numbers may not add up to total due to roundingSource: eMarketer, April 2015; confirmed and republished, July 2015187443 www.eMarketer.com
Internet Users and Penetration in Western Europe, by Country, 2014-2019
2014 2015 2016 2017 2018 2019
Internet users (millions)
Germany 62.2 63.0 63.6 64.1 64.3 64.7
UK 50.1 51.3 52.5 53.7 54.5 55.3
France 47.8 48.7 49.5 50.2 50.7 51.2
Italy 35.8 36.2 37.2 37.5 37.7 37.8
Spain 31.6 32.3 33.0 33.5 33.9 34.2
Netherlands 14.3 14.6 14.6 14.7 14.8 14.8
Sweden 8.1 8.1 8.2 8.3 8.3 8.4
Switzerland 6.7 6.9 7.0 7.1 7.3 7.4
Denmark 4.7 4.8 4.9 4.9 4.9 4.9
Norway 4.5 4.5 4.6 4.6 4.7 4.7
Finland 4.4 4.4 4.5 4.5 4.6 4.6
Ireland 3.7 3.8 3.9 4.0 4.1 4.2
Other 28.3 28.7 29.2 29.5 29.7 29.9
Western Europe 302.1 307.5 312.7 316.5 319.4 322.1
Internet user growth (% change)
Ireland 3.9% 2.5% 2.5% 2.3% 2.3% 2.2%
Spain 3.8% 2.3% 2.1% 1.4% 1.2% 1.1%
UK 2.8% 2.5% 2.3% 2.1% 1.6% 1.4%
Switzerland 2.0% 2.0% 1.9% 1.9% 1.7% 1.6%
France 2.4% 1.9% 1.6% 1.4% 1.1% 0.9%
Netherlands 1.6% 1.6% 0.4% 0.4% 0.4% 0.4%
Germany 1.7% 1.4% 1.0% 0.7% 0.4% 0.5%
Denmark 1.4% 1.4% 1.4% 0.2% 0.2% 0.2%
Italy 3.7% 1.3% 2.6% 0.7% 0.5% 0.5%
Finland 1.3% 1.2% 1.1% 1.0% 0.9% 0.8%
Norway 2.4% 1.2% 1.1% 1.0% 1.0% 0.9%
Sweden 2.0% 0.8% 0.8% 0.8% 0.8% 0.8%
Other 1.9% 1.6% 1.6% 1.1% 0.7% 0.6%
Western Europe 2.5% 1.8% 1.7% 1.2% 0.9% 0.8%
Internet user penetration (% of population in each group)
Norway 87.0% 87.0% 87.0% 87.0% 87.0% 87.0%
Denmark 85.0% 86.0% 87.0% 87.0% 87.0% 87.0%
Netherlands 85.0% 86.0% 86.0% 86.0% 86.0% 86.0%
Switzerland 83.7% 84.7% 85.7% 86.7% 87.6% 88.4%
Finland 82.9% 83.9% 84.8% 85.6% 86.4% 87.1%
Sweden 83.1% 83.1% 83.1% 83.1% 83.1% 83.1%
UK 77.4% 78.8% 80.0% 81.0% 81.7% 82.2%
Ireland 77.0% 78.0% 79.0% 79.9% 80.8% 81.7%
Germany 76.8% 77.9% 78.8% 79.5% 79.9% 80.3%
France 75.3% 76.4% 77.3% 78.1% 78.6% 79.1%
Spain 66.2% 67.1% 67.9% 68.3% 68.6% 68.9%
Italy 58.0% 58.6% 60.0% 60.3% 60.5% 60.7%
Other 67.2% 68.2% 69.3% 70.0% 70.5% 71.0%
Western Europe 72.6% 73.6% 74.6% 75.2% 75.6% 76.0%
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, July 2015193530 www.eMarketer.com
Norway and the Netherlands will all register at least 86.0% of residents going online once per month or more, eMarketer estimates. In the UK—acknowledged as a powerhouse of digital culture—penetration will be substantially lower, at 78.4%. Notably, two of the region’s major powers, Italy and Spain, will continue to languish by this measure, with just 58.6% and 67.1% of their respective populations accessing the web regularly this year.
Italy, in particular, is expected to have not only the lowest level of internet penetration in 2015, but also one of the lowest growth rates, at just 1.3%. This is a stark reminder that advertisers across the region can face very different choices when it comes to prioritizing marketing channels and platforms.
In Germany, traditional media held firm in 2014. More than 99% of German-speaking residents ages 14 and older watched TV in their free time last year, while 95.5% read magazines, 93.0% read newspapers and 89.5% listened to radio programming. Moreover, all these traditional media enjoyed greater reach than digital channels. On the other hand, new media posted gains too. An estimated 73.5% of consumers used the internet, and nearly 45% of respondents owned one or more smartphones. More than one-third (34.2%) used a tablet at least once per month.
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We hope you found this Executive Summary valuable. Keep in mind that it is just a preview—the entire Global Media Intelligence Report provides our clients with a wide range of data on media consumption and demographic trends in key markets around the world.
% of totalDemographic Profile of US Media Users, 2015
Gender
Female
Male
Age
18-24
25-34
35-44
45-54
55-64
65+
Household income
<$25K
$25K-$50K
$50K-$75K
$75K-$100K
$100K+
52%
48%
15%
20%
19%
19%
16%
12%
13%
21%
20%
15%
31%
52%
48%
11%
17%
17%
19%
17%
19%
18%
23%
17%
14%
27%
52%
48%
12%
16%
16%
19%
17%
20%
15%
22%
19%
14%
30%
52%
48%
13%
18%
17%
18%
16%
18%
18%
23%
18%
13%
27%
53%
47%
13%
18%
17%
18%
16%
17%
17%
22%
19%
14%
28%
54%
46%
8%
12%
13%
19%
20%
28%
16%
23%
19%
14%
29%
Note: numbers may not add up to 100% due to rounding; (1) used in thepast 30 days; (2) used in the past week; (3) read in the past 6 months; (4)read any daily or Sunday paperSource: GfK MRI, "Survey of the American Consumer—Doublebase," 2015;provided by Starcom MediaVest Group, July 15, 2015193281 www.eMarketer.com
Internet users (1)
TV viewers (2)
Cable TV viewers (2)
Radio listeners
Newspaper readers (4)
Magazine readers (3)
Germany: Internet & Social Metrics
Population (millions)
Internet
Users (millions)
—% change
—% of population
Social networking
Users (millions)
—% change
—% of internet users
—% of population
Users (millions)
—% change
—% of social network users
—% of internet users
—% of population
Users (millions)
—% change
—% of social network users
—% of internet users
—% of population
2014
81.0
62.2
1.7%
76.8%
34.0
5.5%
54.7%
42.0%
28.0
7.7%
82.3%
45.0%
34.5%
4.3
24.8%
12.7%
7.0%
5.3%
2015
80.9
63.0
1.4%
77.9%
35.3
3.8%
56.0%
43.6%
29.3
4.8%
83.0%
46.5%
36.2%
5.1
17.8%
14.5%
8.1%
6.3%
2016
80.7
63.6
1.0%
78.8%
36.4
3.0%
57.1%
45.0%
30.2
3.1%
83.1%
47.5%
37.4%
5.8
12.8%
15.8%
9.1%
7.1%
2017
80.6
64.1
0.7%
79.5%
37.3
2.5%
58.2%
46.2%
31.1
2.8%
83.4%
48.5%
38.5%
6.3
10.2%
17.0%
9.9%
7.9%
2018
80.5
64.3
0.4%
79.9%
38.0
1.9%
59.0%
47.2%
31.9
2.5%
83.9%
49.5%
39.6%
6.9
8.3%
18.1%
10.7%
8.5%
2019
80.3
64.7
0.5%
80.3%
38.6
1.5%
59.6%
47.9%
32.3
1.5%
83.9%
50.0%
40.2%
7.3
6.4%
19.0%
11.3%
9.1%
Source: eMarketer, 2015190081 www.eMarketer.com
Saudi Arabia: Mobile Device Metrics
Population (millions)
Mobile phones
Users (millions)
—% change
—% of population
Smartphones
Users (millions)
—% change
—% of mobile phone users
—% of population
2014
27.3
19.3
4.9%
70.8%
12.8
23.8%
66.2%
46.8%
2015
27.8
20.2
4.6%
72.9%
14.7
14.9%
72.7%
53.0%
2016
28.2
21.1
4.2%
74.9%
15.9
8.4%
75.5%
56.6%
2017
28.6
21.9
3.9%
76.7%
17.0
6.5%
77.5%
59.4%
2018
29.0
22.7
3.5%
78.3%
18.1
6.4%
79.6%
62.3%
2019
29.4
23.3
2.7%
79.2%
19.1
5.8%
82.1%
65.0%
Source: eMarketer, 2015190391 www.eMarketer.com
Gender Age
Personal monthly income (RMB)
% of totalDemographic Profile of Internet Users in China, 2015
Note: used in the past week; living in 46 cities; numbers may not add up to100% due to roundingSource: Sinomonitor, "China Marketing and Media Study," Spring 2015;provided by Starcom MediaVest Group, June 1, 2015191738 www.eMarketer.com
Male53.0%
Female47.0%
15-2433.4%
25-3432.3%
35-4423.1%
45-54 8.9%
55-642.2%
<1K16.2%6K+
14.7%
Refused3.6%
3K-6K47.2%
1K-3K18.3%