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Digital 2015 United States (January 2015)

Everything you need to know about mobile, internet, social media, and e-commerce use in The United States of America in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com

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Digital 2015 United States (January 2015)

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  1. DIGITAL 2015 THE UNITED STATES OF AMERICA ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2015

  2. We Are Social @wearesocialsg • 2

  3. CLICK HERE TO ACCESS OUR REPORTS ON OVER 100 COUNTRIES AROUND THE WORLD We Are Social @wearesocialsg • 4

  4. GLOBAL OVERVIEW We Are Social @wearesocialsg • 5

  5. JAN 2015 GLOBAL DIGITAL SNAPSHOT A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS TOTAL TOTAL POPULATION POPULATION ACTIVE ACTIVE ACTIVE SOCIAL ACTIVE SOCIAL MEDIA ACCOUNTS MEDIA ACCOUNTS UNIQUE UNIQUE MOBILE USERS MOBILE USERS ACTIVE MOBILE ACTIVE MOBILE SOCIAL ACCOUNTS SOCIAL ACCOUNTS INTERNET USERS INTERNET USERS 7.210 3.010 2.078 3.649 1.685 BILLION BILLION BILLION BILLION BILLION URBANISATION: 53% PENETRATION: 42% PENETRATION: 29% PENETRATION: 51% PENETRATION: 23% FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS FIGURE REPRESENTS ACTIVE USER ACCOUNTS, NOT UNIQUE USERS FIGURE REPRESENTS UNIQUE MOBILE PHONE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS, NOT UNIQUE USERS We Are Social @wearesocialsg • 6 • Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

  6. JAN 2015 YEAR-ON-YEAR GROWTH HOW THE DIGITAL WORLD HAS EVOLVED OVER THE PAST 12 MONTHS TOTAL TOTAL POPULATION POPULATION ACTIVE ACTIVE ACTIVE SOCIAL ACTIVE SOCIAL MEDIA ACCOUNTS MEDIA ACCOUNTS UNIQUE UNIQUE MOBILE USERS MOBILE USERS ACTIVE MOBILE ACTIVE MOBILE SOCIAL ACCOUNTS SOCIAL ACCOUNTS INTERNET USERS INTERNET USERS +1.6% +115 MILLION +21% +525 MILLION +12% +222 MILLION +5% +185 MILLION +23% +313 MILLION We Are Social @wearesocialsg • 7 • Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence (all extrapolated)

  7. UNITED STATES OF AMERICA We Are Social @wearesocialsg • 347

  8. JAN 2015 DIGITAL IN THE USA A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS TOTAL TOTAL POPULATION POPULATION ACTIVE ACTIVE ACTIVE SOCIAL ACTIVE SOCIAL MEDIA ACCOUNTS MEDIA ACCOUNTS MOBILE MOBILE CONNECTIONS CONNECTIONS ACTIVE MOBILE ACTIVE MOBILE SOCIAL ACCOUNTS SOCIAL ACCOUNTS INTERNET USERS INTERNET USERS 320 280 186 329 160 MILLION MILLION MILLION MILLION MILLION URBANISATION: 82% PENETRATION: 87% PENETRATION: 58% vs. POPULATION: 103% PENETRATION: 50% FIGURE REPRESENTS TOTAL NATIONAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS FIGURE REPRESENTS ACTIVE USER ACCOUNTS, NOT UNIQUE USERS FIGURE REPRESENTS MOBILE SUBSCRIPTIONS, NOT UNIQUE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS, NOT UNIQUE USERS We Are Social @wearesocialsg • 348 • Sources: Wikipedia; InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte, LiveInternet; GSMA Intelligence

  9. JAN 2015 ANNUAL GROWTH GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS GROWTH IN THE NUMBER OF ACTIVE INTERNET USERS GROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA ACCOUNTS GROWTH IN THE NUMBER OF MOBILE SUBSCRIPTIONS GROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL ACCOUNTS +10% +4% 0.4% +4% SINCE JAN 2014 SINCE JAN 2014 SINCE JAN 2014 * SINCE JUN 2014 We Are Social @wearesocialsg • 349 • Sources: InternetLiveStats, InternetWorldStats; Facebook, Tencent, VKontakte; GSMA Intelligence; We Are Social research & analysis

  10. JAN 2015 TIME SPENT WITH MEDIA SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE WHO USE EACH MEDIUM, AND DO NOT FACTOR NON-USERS AVERAGE DAILY USE OF THE INTERNET VIA A PC OR TABLET (INTERNET USERS) AVERAGE DAILY USE OF THE INTERNET VIA A MOBILE PHONE (MOBILE INTERNET USERS) AVERAGE DAILY USE OF SOCIAL MEDIA VIA ANY DEVICE (SOCIAL MEDIA USERS) AVERAGE DAILY TELEVISION VIEWING TIME (INTERNET USERS WHO WATCH TV) 4H 55M 2H 27M 2H 43M 3H 40M We Are Social @wearesocialsg • 350 • Source: GlobalWebIndex, Q4 2014. Based on a survey of internet users aged 16-64.

  11. JAN 2015 INTERNET USE BASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION # # 280M 87% 170M 53% We Are Social @wearesocialsg • 351 • Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015; GlobalWebIndex, Q4 2014 [survey). Wikipedia for population data.

  12. JAN 2015 SHARE OF WEB TRAFFIC BASED ON EACH DEVICE’S SHARE OF THE TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB PAGE VIEWS: LAPTOPS & DESKTOPS SHARE OF WEB PAGE VIEWS: MOBILE PHONES SHARE OF WEB PAGE VIEWS: TABLETS SHARE OF WEB PAGE VIEWS: OTHER DEVICES 65% 25% 10% 0.3% YEAR-ON-YEAR: -8% YEAR-ON-YEAR: +24% YEAR-ON-YEAR: +7% YEAR-ON-YEAR: +9% We Are Social @wearesocialsg • 352 • Source: StatCounter, Q1 2015

  13. JAN 2015 SOCIAL MEDIA USE BASED ON MONTHLY ACTIVE USER NUMBERS REPORTED BY THE COUNTRY’S MOST ACTIVE PLATFORM TOTAL NUMBER OF ACTIVE SOCIAL MEDIA ACCOUNTS ACTIVE SOCIAL ACCOUNTS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL ACCOUNTS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL ACCOUNTS AS A PERCENTAGE OF THE TOTAL POPULATION # # 186M 58% 160M 50% We Are Social @wearesocialsg • 353 • Sources: Facebook Q1 2015; Tencent Q4 2014; VKontakte Q3 2014 & Q4 2014, LiveInternet.ru Q1 2015. Wikipedia for population data.

  14. JAN 2015 TOP ACTIVE SOCIAL PLATFORMS SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY 42%! FACEBOOK FACEBOOK MESSENGER 20%! 19%! TWITTER 17%! PINTEREST 14%! GOOGLE+ 13%! INSTAGRAM 11%! LINKEDIN 10%! SKYPE 8%! TUMBLR SOCIAL NETWORK MESSENGER / CHAT APP / VOIP 7%! SNAPCHAT We Are Social @wearesocialsg • 354 • Source: GlobalWebIndex, Q4 2014. Figures represent percentage of the total national population using the platform in the past month.

  15. JAN 2015 MOBILE PHONES BASED ON THE NUMBER OF CELLULAR SUBSCRIPTIONS / CONNECTIONS (NOT UNIQUE USERS) PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE CONNECTIONS THAT ARE CONNECTIONS THAT ARE BROADBAND ( BROADBAND (3G TOTAL NUMBER OF MOBILE SUBSCRIPTIONS MOBILE SUBSCRIPTIONS AS A PERCENTAGE OF THE TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID 3G & & 4G 4G) ) # 329M 103% 24% 76% 85% We Are Social @wearesocialsg • 355 • Sources: GSMA Intelligence, Q4 2014. Wikipedia for population data

  16. JAN 2015 MOBILE ACTIVITIES SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY PERCENTAGE OF THE PERCENTAGE OF THE POPULATION USING POPULATION USING SOCIAL MEDIA APPS SOCIAL MEDIA APPS PERCENTAGE OF THE PERCENTAGE OF THE POPULATION WATCHING POPULATION WATCHING VIDEOS ON MOBILE VIDEOS ON MOBILE PERCENTAGE OF THE PERCENTAGE OF THE POPULATION PLAYING POPULATION PLAYING GAMES ON MOBILE GAMES ON MOBILE PERCENTAGE OF THE PERCENTAGE OF THE POPULATION USING MOBILE POPULATION USING MOBILE LOCATION-BASED SEARCH LOCATION-BASED SEARCH PERCENTAGE PERCENTAGE OF THE POPULATION OF THE POPULATION USING MOBILE BANKING USING MOBILE BANKING $ 27% 29% 22% 20% 24% We Are Social @wearesocialsg • 356 • Source: GlobalWebIndex, Q4 2014. Based on a survey of internet users aged 16-64. Figures represent percentage of the total population.

  17. JAN 2015 E-COMMERCE BY DEVICE SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY PERCENTAGE OF THE POPULATION WHO USED A PC TO RESEARCH A PRODUCT TO BUY LAST MONTH PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A PC LAST MONTH PERCENTAGE OF THE POPULATION WHO USED A MOBILE PHONE TO RESEARCH A PRODUCT TO BUY LAST MONTH PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A MOBILE PHONE LAST MONTH 55% 56% 24% 18% We Are Social @wearesocialsg • 357 • Source: GlobalWebIndex, Q4 2014. Based on a survey of internet users aged 16-64. Figures represent percentage of the total population.

  18. SPECIAL THANKS We’d like to offer our thanks to GlobalWebIndex for providing their valuable data and support in the development of this report. GlobalWebIndex is the world’s largest market research study on the digital consumer, spanning 37 countries, 4,500 data points, and conducting fieldwork 4 times a year: 90% GLOBAL COVERAGE 37 MARKETS & 200,000 INTERVIEWS PER YEAR QUARTERLY DATA COLLECTION TOTAL DEVICE COVERAGE Find out more: http://www.globalwebindex.net/ We Are Social @wearesocialsg • 49

  19. SPECIAL THANKS We’d also like to offer our thanks to the following data partners for providing much of the valuable data included in this year’s report: AKAMAI GSMA ERICSSON MOBILITY! STAT TECHNOLOGIES! INTELLIGENCE! COUNTER! We Are Social @wearesocialsg • 50

  20. SOURCES USED IN THIS REPORT Population data Latest reported country populations, as cited by Wikipedia, correct as at January 2015. Internet user data Latest available data from InternetLiveStats.com and InternetWorldStats.com, correct as at January 2015; usage data extrapolated from GlobalWebIndex Q4 2014; StatCounter.com (Jan 2015), and Akamai’s State of the Internet report (Q3 2014). Social media active account data Latest reported monthly active user data as reported by Facebook, Tencent, VKontakte, Google, Sina, Twitter, Skype, Yahoo!, Viber, Baidu, Line and Snapchat, all correct as at January 2015; usage data extrapolated from GlobalWebIndex, Q4 2014. Mobile phone connections and user data Latest reported national data from GSMA Intelligence (Q4 2014); extrapolated global data from GSMA Intelligence (Jan 2015); Ericsson Mobility Report (Nov 2014); usage data extrapolated from GlobalWebIndex Q4 2014; Akamai’s State of the Internet report (Q3 2014). Icons and graphics Special thanks to TheNounProject.com for inspiring many of the graphics in this report. We Are Social @wearesocialsg • 51

  21. WE ARE SOCIAL IS A GLOBAL SOCIAL MARKETING AGENCY. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social @wearesocialsg • 374

  22. DISCLAIMER AND IMPORTANT NOTES This report has been compiled by We Are Social Ltd (“We Are Social”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While We Are Social strives to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to-date, We Are Social shall not be responsible for any errors or omissions contained in this report, or for the results obtained from its use. flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of We Are Social, or any of the featured brands, nor any of those organisations’ partners, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. employees or agents shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. affiliates, This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report sponsored, endorsed or associated with such third parties. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non- infringement of third-party rights and without warranty of any kind, express or implied, including without limitation, warranties of merchantability or fitness for any particular purpose. This report contains data, tables, figures, maps, This report is provided with the understanding that it does not constitute professional advice of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither We Are Social nor any of the brands or organisations featured or cited herein, nor any of their partners, affiliates, group companies, or services This report is subject to change without notice. To ensure you have the most up- to-date version of this report, please visit http://datareportal.com/

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