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Digital 2019 Nigeria (January 2019) v01

Everything you need to know about mobile, internet, social media, and e-commerce use in Nigeria in 2019. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/

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Digital 2019 Nigeria (January 2019) v01

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  1. DIGITAL 2019 NIGERIA ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019

  2. DIGITAL 2019 GLOBAL DIGITAL YEARBOOK DIGITAL 2019 ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET, SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD CLICK HERE TO READ OUR DIGITAL 2019 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD CLICK HERE TO READ OUR DIGITAL 2019 GLOBAL DIGITAL YEARBOOK, WITH ESSENTIAL HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD

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

  4. GLOBAL OVERVIEW 5

  5. DIGITAL AROUND THE WORLD IN 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE JAN 2019 TOTAL UNIQUE MOBILE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION 7.676 5.112 BILLION 4.388 3.484 3.256 BILLION BILLION BILLION BILLION URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: 56% 67% 57% 45% 42% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). 6

  6. ANNUAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS JAN 2019 TOTAL UNIQUE MOBILE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION +1.1% +2.0% +9.1% +9.0% +10% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +84 MILLION +100 MILLION +367 MILLION +288 MILLION +297 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). 7

  7. INTERNET PENETRATION BY REGION INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE) JAN 2019 NORTHERN EUROPE 95% EASTERN EUROPE 80% NORTHERN AMERICA 95% 88% 50% CENTRAL ASIA 94% WESTERN EUROPE SOUTHERN EUROPE 60% EASTERN ASIA 66% CARIBBEAN 51% 50% NORTHERN AFRICA 42% 63% WESTERN ASIA MIDDLE AFRICA 12% SOUTHERN ASIA 41% CENTRAL AMERICA 63% SOUTH-EASTERN ASIA WESTERN AFRICA 73% 32% EASTERN AFRICA SOUTHERN AMERICA 51% 69% SOUTHERN AFRICA OCEANIA SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 8

  8. SOCIAL MEDIA PENETRATION BY REGION BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION JAN 2019 NORTHERN EUROPE 67% EASTERN EUROPE 48% NORTHERN AMERICA 70% 58% 16% CENTRAL ASIA 53% WESTERN EUROPE SOUTHERN EUROPE 70% EASTERN ASIA 54% CARIBBEAN 46% 40% NORTHERN AFRICA 24% 62% WESTERN ASIA MIDDLE AFRICA 7% SOUTHERN ASIA 12% CENTRAL AMERICA 61% SOUTH-EASTERN ASIA WESTERN AFRICA 66% 8% EASTERN AFRICA SOUTHERN AMERICA 38% 57% SOUTHERN AFRICA OCEANIA SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE BASED ON TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 9

  9. SOCIAL PLATFORMS: ACTIVE USER ACCOUNTS BASED ON MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS JAN 2019 2,271 FACEBOOK 1,900 YOUTUBE 1,500 WHATSAPP 1,300 FB MESSENGER 1,083 WEIXIN / WECHAT 1,000 INSTAGRAM 803 QQ 531 QZONE 500 DOUYIN / TIKTOK 446 SINA WEIBO 330 REDDIT 326 320 303 300 300 287 260 250 TWITTER DOUBAN LINKEDIN** BAIDU TIEBA* SOCIAL NETWORK SKYPE* SNAPCHAT** MESSENGER / VOIP VIBER* PINTEREST 194 LINE SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. LINKEDIN FIGURE IS BASED ON MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017). 10

  10. TOP SOCIAL MESSENGERS AROUND THE WORLD THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018 JAN 2019 WHATSAPP (133) FACEBOOK MESSENGER (75) VIBER (10) IMO (3) LINE (3) TELEGRAM (3) WECHAT (3) GOOGLE MESSAGES (1) HANGOUTS (1) KAKAOTALK (1) ZALO (1) UNKNOWN (1 1) SOURCE: BASED ON SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018). NOTE: FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP. 11

  11. SOCIAL MEDIA AUDIENCE PROFILE BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER JAN 2019 19% FEMALE MALE 16% 13% 11% 9% 7% 5% 5% 4% 3% 3% 3% 2% 2% 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD 12 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.

  12. MOBILE CONNECTIVITY BY REGION THE NUMBER OF MOBILE SUBSCRIPTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS) JAN 2019 NORTHERN EUROPE 120% EASTERN EUROPE 154% NORTHERN AMERICA 105% 132% 103% CENTRAL ASIA 116% WESTERN EUROPE SOUTHERN EUROPE 111% EASTERN ASIA 101% CARIBBEAN 73% 102% NORTHERN AFRICA 91% 96% WESTERN ASIA MIDDLE AFRICA 53% SOUTHERN ASIA 86% CENTRAL AMERICA 129% SOUTH-EASTERN ASIA WESTERN AFRICA 109% 62% EASTERN AFRICA SOUTHERN AMERICA 162% 108% SOUTHERN AFRICA OCEANIA SOURCE: GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTE: REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: MOBILE SUBSCRIPTIONS DO NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 13

  13. NIGERIA 14

  14. NIGERIA JAN 2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE TOTAL MOBILE INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION SUBSCRIPTIONS 198.4 MILLION 149.4 MILLION 98.39 MILLION 24.00 MILLION 23.00 MILLION URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION: 51% 75% 50% 12% 12% SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). 15

  15. ANNUAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS JAN 2019 TOTAL MOBILE INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE SOCIAL MEDIA USERS POPULATION SUBSCRIPTIONS +2.6% +7.4% +3.8% +26% +35% JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 +5 MILLION +10 MILLION +4 MILLION +5 MILLION +6 MILLION SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATEST AVAILABLE DATA IN JANUARY 2019). 16

  16. OVERVIEW: POPULATION & ECONOMY ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS JAN 2019 TOTAL FEMALE POPULATION MALE ANNUAL CHANGE IN POPULATION SIZE MEDIAN AGE POPULATION POPULATION 198.4 MILLION 49.3% 50.7% +2.6% 18.1 URBAN POPULATION GDP PER CAPITA (PPP) (CURRENT INTERNATIONAL $)* OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) 61% 51% $5,861 51% 41% SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATA AVAILABLE IN JANUARY 2019). *NOTE: ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE AMOUNT OF GOODS AND SERVICES IN THE CITED COUNTRY THAT A U.S. DOLLAR WOULD BUY IN THE UNITED STATES. 17

  17. DEVICE USAGE PERCENTAGE OF THE ADULT POPULATION* THAT USES EACH KIND OF DEVICE [SURVEY-BASED] JAN 2019 MOBILE PHONE (ANY TYPE) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE 98% 56% 23% 9% TELEVISION (ANY KIND) DEVICE FOR STREAMING INTERNET CONTENT TO TV E-READER DEVICE WEARABLE TECH DEVICE 84% 4% 1% 5% SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). *NOTE: PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE DETAILS OF HOW GOOGLE DEFINES 'ADULT POPULATION'. ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS. 18

  18. INTERNET USE 19

  19. INTERNET USE: DEVICE PERSPECTIVE BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES JAN 2019 TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION global web index 98.39 MILLION 50% 90.91 MILLION 46% SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. MOBILE SHARE DATA: GLOBALWEBINDEX (Q2 & Q3 2018); AND EXTRAPOLATIONS OF DATA PUBLISHED BY THE WORLD’S LARGEST SOCIAL MEDIA PLATFORMS VIA EARNINGS RELEASES AND SELF-SERVE ADVERTISING TOOLS. GLOBALWEBINDEX FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. 20

  20. INTERNET USERS: DIFFERENT PERSPECTIVES DIFFERENT PERSPECTIVES ON THE NUMBER OF INTERNET USERS, FROM SOME OF THE WORLD’S MOST COMPREHENSIVE STUDIES JAN 2019 INTERNET WORLD STATS ITU (INTERNATIONAL TELECOMMUNICATION UNION) WORLD BANK CIA WORLD FACTBOOK 98.39 MILLION 50.93 MILLION 50.93 MILLION 47.76 MILLION 21 SOURCE: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK (ALL LATEST DATA AVAILABLE IN JANUARY 2019).

  21. FREQUENCY OF INTERNET USE HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE) JAN 2019 EVERY DAY AT LEAST ONCE PER WEEK AT LEAST ONCE PER MONTH LESS THAN ONCE PER MONTH 1 7 31 365 54% 30% 9% 7% SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS. 22

  22. INTERNET CONNECTION SPEEDS AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON JAN 2019 AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF MOBILE INTERNET CONNECTIONS AVERAGE SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF FIXED INTERNET CONNECTIONS 11.70 +11% 10.76 +8.0% MBPS MBPS 23 SOURCE: OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017).

  23. ALEXA’S TOP WEBSITES RANKING OF WEBSITES BY THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS JAN 2019 # WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT 01 GOOGLE.COM 07M 42S 9.54 1 1 ESKIMI.COM 04M 22S 7.78 02 BET9JA.COM 09M 56S 17.1 1 12 VANGUARDNGR.COM 05M 03S 2.90 03 YOUTUBE.COM 08M 47S 5.02 13 DAILYPOST.NG 03M 03S 2.18 04 FACEBOOK.COM 09M 43S 4.03 14 PUNCHNG.COM 05M 20S 3.97 05 YAHOO.COM 04M 01S 3.60 15 WIKIPEDIA.ORG 04M 15S 3.15 06 GOOGLE.COM.NG 07M 46S 7.10 16 NAIJALOADED.COM.NG 06M 09S 4.89 07 LEGIT.NG 07M 17S 3.32 17 TWITTER.COM 06M 23S 3.21 08 NAIRALAND.COM 1 1M 03S 7.66 18 INSTAGRAM.COM 05M 47S 3.86 09 NNU.NG 00M 49S 83.82 19 TOOXCLUSIVE.COM 04M 32S 4.08 10 JUMIA.COM.NG 09M 54S 5.49 20 LIVESCORE.COM 06M 01S 3.87 SOURCE: ALEXA (JANUARY 2019). NOTES: ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE FOR DAYS WHEN THEY VISIT THE SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. 24

  24. TOP GOOGLE SEARCH QUERIES IN 2018 BASED ON SEARCHES THROUGHOUT 2018 JAN 2019 # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 NEWS 100 1 1 LIVESCORES 18 02 BET9JA 93 12 ARSENAL 16 03 LIVESCORE 54 13 GOOGLE 14 04 BET9JA MOBILE 37 14 NIGERIA NEWS 14 05 HAUSA 32 15 NAIRALAND 12 06 BBC 31 16 GOAL 12 07 FACEBOOK 24 17 FLASHSCORE 1 1 08 WWW 22 18 GMAIL 1 1 09 BBC HAUSA 21 19 GOAL.COM 10 10 CHELSEA 19 20 CHELSEA NEWS 10 SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE INDEX VALUES FOR EACH QUERY IN DECEMBER 2018 TO DECEMBER 2017. 25

  25. SOCIAL MEDIA USE 26

  26. SOCIAL MEDIA OVERVIEW BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS JAN 2019 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF TOTAL POPULATION TOTAL NUMBER OF ACTIVE SOCIAL USERS ACCESSING VIA MOBILE DEVICES ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION 24.00 MILLION 12% 23.00 MILLION 12% SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. 27

  27. SOCIAL MEDIA BEHAVIOURS HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED] JAN 2019 VISITED OR USED A SOCIAL NETWORK OR MESSAGING SERVICE IN THE PAST MONTH ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES global web index global web index 3H 17M 6.9 [N/A] [N/A] [N/A] SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. FIGURES FOR ‘TIME SPENT’ ARE DAILY AVERAGES, IN HOURS AND MINUTES.*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. 28

  28. MOST ACTIVE SOCIAL MEDIA PLATFORMS PERCENTAGE OF INTERNET USERS WHO REPORT USING EACH PLATFORM [SURVEY BASED] JAN 2019 85% WHATSAPP 78% FACEBOOK 57% INSTAGRAM 54% 53% FB MESSENGER YOUTUBE 30% TWITTER 24% SNAPCHAT 19% SKYPE 12% LINKEDIN 9% PINTEREST 5% 5% 5% WECHAT BADOO SOCIAL NETWORK VIBER 3% 3% 2% TUMBLR MESSENGER / VOIP REDDIT LINE 29 SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.

  29. SOCIAL MEDIA ADVERTISING AUDIENCES A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS JAN 2019 TOTAL ADVERTISING AUDIENCE ON FACEBOOK (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON INSTAGRAM (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON TWITTER (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON SNAPCHAT (MONTHLY ACTIVE USERS) TOTAL ADVERTISING AUDIENCE ON LINKEDIN (REGISTERED MEMBERS) 23.00 MILLION 6.80 MILLION 1.32 MILLION 1.75 MILLION 4.30 MILLION FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 31% 69% 37% 63% 39% 61% 19% 81% 56% 40% SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS. 30

  30. SOCIAL MEDIA AUDIENCES: QUARTERLY GROWTH THE QUARTERLY CHANGE IN THE TOTAL ADDRESSABLE ADVERTISING AUDIENCES* OF SELECTED SOCIAL MEDIA PLATFORMS JAN 2019 QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON FACEBOOK (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON INSTAGRAM (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON TWITTER (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON SNAPCHAT (MONTHLY ACTIVE USERS) QUARTERLY CHANGE IN THE TOTAL ADVERTISING AUDIENCE ON LINKEDIN (REGISTERED MEMBERS) +4.5% +4.6% +4.4% +6.1% +2.4% SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS. 31

  31. SOCIAL MEDIA AUDIENCE PROFILE BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER JAN 2019 21% 20% FEMALE MALE 14% 13% 9% 4.1% 3.9% 3.4% 2.6% 2.7% 2.6% 2.0% 1.5% 1.0% 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD 32 SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.

  32. FACEBOOK AUDIENCE OVERVIEW BASED ON FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT FACEBOOK REPORTS CAN BE REACHED WITH ADVERTS ON FACEBOOK PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON FACEBOOK QUARTER-ON- QUARTER GROWTH IN FACEBOOK ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 23.00 MILLION 18% +4.5% 37% 63% SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. AS A RESULT, FIGURES ON THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS. 33

  33. FACEBOOK ACTIVITY FREQUENCY THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK JAN 2019 NUMBER OF FACEBOOK PAGES LIKED (LIFETIME) POSTS LIKED IN THE PAST 30 DAYS (ALL POST TYPES) COMMENTS MADE IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK POSTS SHARED IN THE PAST 30 DAYS (ALL POST TYPES) FACEBOOK ADVERTS CLICKED IN THE PAST 30 DAYS (ANY CLICK TYPE) 1 7 6 1 4 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 1 1 7 6 6 5 1 1 4 4 34 SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.

  34. FACEBOOK PAGE REACH BENCHMARKS AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA JAN 2019 AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH +0.07% 7.0% 4.1% 19% 20% SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. 35

  35. FACEBOOK ENGAGEMENT BENCHMARKS THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH JAN 2019 AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE POSTS (ALL TYPES OF POST, ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS (ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS (ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS (ALL TYPES OF PAGE*) AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS (ALL TYPES OF PAGE*) 3.48% 4.98% 5.23% 2.24% 1.71% SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. ON AVERAGE, PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES‘) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT ACROSS ALL POST TYPES. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE. 36

  36. INSTAGRAM AUDIENCE OVERVIEW BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT INSTAGRAM REPORTS CAN BE REACHED WITH ADVERTS ON INSTAGRAM PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON INSTAGRAM QUARTER-ON- QUARTER GROWTH IN INSTAGRAM ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 6.80 MILLION 5.5% +4.6% 39% 61% 37 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.

  37. TWITTER AUDIENCE OVERVIEW BASED ON TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT TWITTER REPORTS CAN BE REACHED WITH ADVERTS ON TWITTER PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON TWITTER QUARTER-ON- QUARTER GROWTH IN TWITTER ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS MALE* 1.32 MILLION 1.1% +4.4% 19% 81% SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. 38

  38. SNAPCHAT AUDIENCE OVERVIEW BASED ON SNAPCHAT’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT SNAPCHAT REPORTS CAN BE REACHED WITH ADVERTS ON SNAPCHAT PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS ON SNAPCHAT QUARTER-ON- QUARTER GROWTH IN SNAPCHAT ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT SNAPCHAT REPORTS IS MALE* 1.75 MILLION 1.4% +6.1% 56% 40% SOURCE: SNAPCHAT (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: SNAPCHAT DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT THE DATA THAT THE PLATFORM REPORTS FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO 100% OF THE TOTAL AUDIENCE FIGURE. 39

  39. LINKEDIN AUDIENCE OVERVIEW BASED ON LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE JAN 2019 NUMBER OF PEOPLE THAT LINKEDIN REPORTS CAN BE REACHED WITH ADVERTS ON LINKEDIN PERCENTAGE OF ADULTS AGED 18+ THAT CAN BE REACHED WITH ADVERTS ON LINKEDIN QUARTER-ON- QUARTER GROWTH IN LINKEDIN ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS MALE* 4.30 MILLION 4.3% +2.4% 31% 69% SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED ON TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES NOT REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA. 40

  40. TOP YOUTUBE SEARCH QUERIES IN 2018 BASED ON SEARCHES ON THE YOUTUBE PLATFORM THROUGHOUT 2018 JAN 2019 # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 MOVIES 100 1 1 DAVIDO 21 02 YORUBA 57 12 LIVERPOOL 18 03 2018 MOVIES 41 13 YORUBA MOVIES 2018 18 04 COMEDY 32 14 BARCELONA 14 05 CHELSEA 30 15 WWE 14 06 YORUBA MOVIE 29 16 OLAMIDE 14 07 YORUBA MOVIES 27 17 REAL MADRID 13 08 ARSENAL 25 18 NIGERIAN MOVIES 12 09 MUSIC 25 19 MANCHESTER UNITED 10 10 WIZKID 24 20 LATEST YORUBA MOVIES 10 SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). 41

  41. MOBILE USE 42

  42. MOBILE CONNECTIONS BY TYPE BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS) JAN 2019 TOTAL NUMBER OF MOBILE CONNECTIONS MOBILE CONNECTIONS AS A PERCENTAGE OF TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) 149.4 MILLION 75% 96% 4% 52% SOURCE: GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). ADVISORY: GSMA INTELLIGENCE HAVE REVISED SOME HISTORICAL FIGURES IN THE PAST YEAR, SO THE FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE TO THE DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS. 43

  43. MOBILE CONNECTIVITY INDEX GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY JAN 2019 OVERALL COUNTRY INDEX SCORE MOBILE NETWORK INFRASTRUCTURE AFFORDABILITY OF DEVICES & SERVICES CONSUMER READINESS AVAILABILITY OF RELEVANT CONTENT & SERVICES 45.91 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 35.86 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 64.11 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 44.15 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 43.75 OUT OF A MAXIMUM POSSIBLE SCORE OF 100 44 SOURCE: GSMA INTELLIGENCE. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/

  44. E-COMMERCE USE 45

  45. FINANCIAL INCLUSION FACTORS PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE JAN 2019 HAS AN ACCOUNT WITH A FINANCIAL INSTITUTION HAS A HAS A MOBILE MONEY ACCOUNT MAKES ONLINE PURCHASES AND / OR PAYS BILLS ONLINE CREDIT CARD 40% 2.6% 5.6% 6.3% PERCENTAGE OF WOMEN WITH A CREDIT CARD PERCENTAGE OF MEN WITH A CREDIT CARD PERCENTAGE OF WOMEN MAKING ONLINE TRANSACTIONS PERCENTAGE OF MEN MAKING ONLINE TRANSACTIONS 1.7% 3.4% 2.9% 9.4% SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST AVAILABLE DATA, ACCESSED JANUARY 2019). NOTE: FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTAL POPULATION. 46

  46. MORE INFORMATION 47

  47. CLICK THE LOGOS BELOW TO READ AND DOWNLOAD THE FULL COLLECTION OF DIGITAL 2019 REPORTS, AND ACCESS ADDITIONAL CONTENT, INSIGHTS AND RESOURCES FROM HOOTSUITE AND WE ARE SOCIAL: HOOTSUITE WE ARE SOCIAL

  48. SPECIAL THANKS: GLOBALWEBINDEX GlobalWebIndex is the leading provider of audience profiling data to agencies, publishers, and brands worldwide. 90% GLOBAL COVERAGE ONGOING DATA COLLECTION ACROSS 45 MARKETS CROSS-DEVICE COVERAGE Learn more at http://www.globalwebindex.com

  49. SPECIAL THANKS: GSMA INTELLIGENCE GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s data covers every operator group, network and MVNO in every country – from Afghanistan to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics available, comprising tens of millions of individual data points. Leading operators, vendors, regulators, financial institutions and third-party industry players rely on GSMA Intelligence to support strategic decision-making and long-term investment planning. The data is used as an industry reference point and is frequently cited by the media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce regular thought-leading research reports across a range of industry topics. Learn more about GSMA Intelligence at http://www.gsmaintelligence.com

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