We Are Social y Hootsuite (2018)

DIGITAL IN 2018 IN
CENTRAL AMERICA
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS THE REGION
2
COUNTRIES INCLUDED IN EACH AMERICAS REPORT
PART 1: PART 2:
PART 1: PART 2:
WEST EAST NORTH SOUTH
DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN DIGITAL IN 2018 IN
NORTHERN AMERICA
CENTRAL AMERICA
THE CARIBBEAN
THE CARIBBEAN
SOUTHERN AMERICA
SOUTHERN AMERICA
NORTHERN CENTRAL THE CARIBBEAN THE CARIBBEAN SOUTHERN AMERICA SOUTHERN AMERICA
AMERICA AMERICA PART 1: WEST PART 2: EAST PART 1: NORTH PART 2: SOUTH
BERMUDA BELIZE ARUBA ANGUILLA BRAZIL ARGENTINA

CANADA COSTA RICA BAHAMAS ANTIGUA & BARBUDA COLOMBIA BOLIVIA
GREENLAND EL SALVADOR BONAIRE, ST EUSTATIUS & SABA BARBADOS ECUADOR CHILE
ST PIERRE & MIQUELON GUATEMALA CAYMAN ISLANDS DOMINICA FRENCH GUIANA FALKLAND ISLANDS
UNITED STATES HONDURAS CUBA GRENADA GUYANA PARAGUAY
MEXICO CURAÇAO GUADELOUPE SURINAME PERU
NICARAGUA DOMINICAN REPUBLIC MARTINIQUE VENEZUELA URUGUAY
PANAMA HAITI MONTSERRAT
JAMAICA ST BARTHÉLEMY
PUERTO RICO ST KITTS & NEVIS
TURKS & CAICOS ISLANDS ST LUCIA
BRITISH VIRGIN ISLANDS ST MARTIN
US VIRGIN ISLANDS ST VINCENT & THE GRENADINES
ST MAARTEN
TRINIDAD & TOBAGO
3
CLICK THE COUNTRY NAMES BELOW TO ACCESS OUR IN-DEPTH COUNTRY REPORTS
GLOBAL YEARBOOK BRUNEI DOMINICAN REP. GUYANA LIBERIA NEPAL ST KITTS & NEVIS TAJIKISTAN
AFGHANISTAN BULGARIA ECUADOR HAITI LIBYA NETHERLANDS ST LUCIA TANZANIA
ALBANIA BURKINA FASO EGYPT HONDURAS LIECHTENSTEIN NEW CALEDONIA ST MARTIN THAILAND
ALGERIA BURUNDI EL SALVADOR HONG KONG LITHUANIA NEW ZEALAND ST PIERRE & MIQUELON TIMOR-LESTE
AMERICAN SAMOA CABO VERDE EQUATORIAL GUINEA HUNGARY LUXEMBOURG NICARAGUA ST VINCENT, GRENADINES TOGO
ANDORRA CAMBODIA ERITREA ICELAND MACAU NIGER SAMOA TOKELAU
ANGOLA CAMEROON ESTONIA INDIA TFYR MACEDONIA NIGERIA SAN MARINO TONGA
ANGUILLA CANADA ETHIOPIA INDONESIA MADAGASCAR NIUE SÃO TOMÉ & PRÍNCIPE TRINIDAD & TOBAGO
ANTIGUA & BARBUDA CAYMAN IS. FAROE IS. IRAN MALAWI NORFOLK IS. SAUDI ARABIA TUNISIA
ARGENTINA CENTRAL AFRICAN REP. FALKLAND IS. IRAQ MALAYSIA NORTHERN MARIANA IS. SENEGAL TURKEY
ARMENIA CHAD FIJI IRELAND MALDIVES NORWAY SERBIA TURKMENISTAN
ARUBA CHILE FINLAND ISLE OF MAN MALI OMAN SEYCHELLES TURKS & CAICOS IS.
AUSTRALIA CHINA FRANCE ISRAEL MALTA PAKISTAN SIERRA LEONE TUVALU
AUSTRIA CHRISTMAS IS. FRENCH GUIANA ITALY MARSHALL IS. PALAU SINGAPORE UGANDA
AZERBAIJAN COCOS IS. FRENCH POLYNESIA JAMAICA MARTINIQUE PALESTINE ST MAARTEN UKRAINE
BAHAMAS COLOMBIA GABON JAPAN MAURITANIA PANAMA SLOVAKIA U.A.E.
BAHRAIN COMOROS GAMBIA JERSEY MAURITIUS PAPUA NEW GUINEA SLOVENIA U.K.
BANGLADESH CONGO, DEM. REP. GEORGIA JORDAN MAYOTTE PARAGUAY SOLOMON IS. U.S.A.
BARBADOS CONGO, REP. GERMANY KAZAKHSTAN MEXICO PERU SOMALIA URUGUAY
BELARUS COOK IS. GHANA KENYA MICRONESIA PHILIPPINES SOUTH AFRICA UZBEKISTAN
BELGIUM COSTA RICA GIBRALTAR KIRIBATI MOLDOVA POLAND SOUTH SUDAN VANUATU
BELIZE CÔTE D'IVOIRE GREECE KOREA, NORTH MONACO PORTUGAL SPAIN VENEZUELA
BENIN CROATIA GREENLAND KOREA, SOUTH MONGOLIA PUERTO RICO SRI LANKA VIETNAM
BERMUDA CUBA GRENADA KOSOVO MONTENEGRO QATAR SUDAN BRITISH VIRGIN IS.
BHUTAN CURAÇAO GUADELOUPE KUWAIT MONTSERRAT RÉUNION SURINAME U.S. VIRGIN IS.
BOLIVIA CYPRUS GUAM KYRGYZSTAN MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA
BONAIRE, ST EUSTATIUS, SABA CZECH REP. GUATEMALA LAOS MOZAMBIQUE RUSSIA SWEDEN WESTERN SAHARA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LATVIA MYANMAR RWANDA SWITZERLAND YEMEN
BOTSWANA DJIBOUTI GUINEA LEBANON NAMIBIA ST BARTHÉLEMY SYRIA ZAMBIA
1
BRAZIL DOMINICA GUINEA-BISSAU LESOTHO NAURU ST HELENA TAIWAN ZIMBABWE
GLOBAL OVERVIEW
5
JAN DIGITAL AROUND THE WORLD IN 2018
2018 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

POPULATION USERS MEDIA USERS MOBILE USERS SOCIAL USERS
7.593 4.021 3.196 5.135 2.958

BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
55% 53% 42% 68% 39%

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;
6 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES).
JAN ANNUAL GROWTH
2018 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

USERS MEDIA USERS MOBILE USERS SOCIAL USERS
+7% +13% +4% +14%

SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017
+248 MILLION +362 MILLION +218 MILLION +360 MILLION
TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT.
JAN INTERNET PENETRATION BY REGION
2018 REGIONAL PENETRATION FIGURES, COMPARING INTERNET USERS TO TOTAL POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 94%
AMERICA 74%
88% WESTERN
90% 50%
CENTRAL
EUROPE 77% ASIA
EASTERN
THE
SOUTHERN 57% ASIA
EUROPE
CARIBBEAN NORTHERN
AFRICA 49% 65%
CENTRAL 48% 36%
AMERICA 61% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 39% ASIA 58%
SOUTHEAST
ASIA
12%
EASTERN
68% 27% AFRICA
GLOBAL SOUTH 69%

AMERICA 51%
AVERAGE: OCEANIA
SOUTHERN
53% AFRICA
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY
8 AUTHORITIES; REPUTABLE MEDIA. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN SOCIAL MEDIA PENETRATION BY REGION
2018 TOTAL ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 66%
AMERICA 45%
70% WESTERN
54% 12%
CENTRAL
EUROPE 56% ASIA
EASTERN
THE
SOUTHERN 64% ASIA
EUROPE
CARIBBEAN NORTHERN
AFRICA 38% 55%
CENTRAL 40% 20%
AMERICA 59% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 11% ASIA 55%
SOUTHEAST
ASIA
6%
EASTERN
63% 7% AFRICA
GLOBAL SOUTH 55%

AMERICA 31%
AVERAGE: OCEANIA
SOUTHERN
42% AFRICA
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.
9 NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN MOBILE CONNECTIVITY BY REGION
2018 THE NUMBER OF MOBILE CONNECTIONS COMPARED TO POPULATION (NOTE: NOT UNIQUE USERS)
NORTHERN
EUROPE EASTERN
EUROPE
NORTHERN 123%
AMERICA 157%
103% WESTERN
119% 98%
CENTRAL
EUROPE 126% ASIA
EASTERN
THE
SOUTHERN 103% ASIA
EUROPE
CARIBBEAN NORTHERN
AFRICA 106% 108%
CENTRAL 74% 91%
AMERICA 96% WESTERN
MIDDLE WESTERN
ASIA
AFRICA SOUTHERN
AFRICA 89% ASIA 141%
SOUTHEAST
ASIA
58%
EASTERN
115% 61% AFRICA
GLOBAL SOUTH 110%

AMERICA 147%
AVERAGE: OCEANIA
SOUTHERN
112% AFRICA
10 SOURCES: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMS
2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
FACEBOOK 2,167
YOUTUBE 1,500
WHATSAPP 1,300
FB MESSENGER 1,300
WECHAT 980
QQ 843
INSTAGRAM 800
TUMBLR** 794
QZONE 568
SINA WEIBO 376
TWITTER 330
BAIDU TIEBA* 300
SKYPE* 300
LINKEDIN** 260
VIBER* 260 DATA CORRECT TO:
SNAPCHAT** 255 27 JANUARY 2018
REDDIT 250
LINE 203
SOCIAL NETWORK
PINTEREST 200
YY 117
TELEGRAM* 100 MESSENGER / CHAT APP / VOIP
VKONTAKTE 97
BBM* 63
KAKAOTALK 49
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY:
11 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. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017.
JAN TOP MESSENGER APPS BY COUNTRY
2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017
WHATSAPP (128)
FACEBOOK MESSENGER (72)
VIBER (10)
WECHAT (3)
LINE (3)
TELEGRAM (3)
IMO (3)
KAKAOTALK (1)
HANGOUTS (1)
ANDROID MESSENGER (1)
NO DATA (14)
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES
12 IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
WE ARE SOCIAL’S ANALYSIS: DIGITAL IN 2018
With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an
essential part of everyday life for most of us. We’re using that connectivity in almost every aspect of our lives,
whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding
love. As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital
integration into everything they do – just as our audiences already have. Here are some tips to help with that:
Start with what people Focus on creating Make it easy for people Harness digital tools to
really need and want, mutual value at every to buy online as soon keep the conversation
and not just what the opportunity, instead of as they’re ready, going, even after you
technology can do simply ‘selling more stuff’ wherever they are make a successful sale
To learn more about what these Digital, Social and Mobile trends
mean for your brand, click here to download our Think Forward report.
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HOOTSUITE’S PERSPECTIVE: 2018 SOCIAL TRENDS
The evolution of social ROI. It's the end of the road for vanity metrics. Expect to see more organisations evolve their metrics
as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue,
mitigating risk, and attracting talent.
Mobile fuels the growth of social TV. In 2018, social networks will encourage brands to become broadcasters as mobile
video and social-TV content take the spotlight. We advise caution here as the metrics that bump the stock price of social
networks—such as mobile video views—might not help your organisation achieve your own business outcomes.
Trust declines, while peer influence rises. From Trump’s tumultuous triumph over traditional media to the fake news
phenomenon, we saw a shift in media culture in 2017. It’s clear we’re moving away from trusting traditional institutions—and
moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever.
Humans, meet AI. The machines have risen. And marketers have discovered they can be delightfully useful. But while
marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these human-
less engagements.
The promise (and reality) of social data. From tying together analytics systems to CRM integrations, marketers
underestimated the complexity of social data initiatives. Organisations must recalculate the effort and resources needed to
turn social data into a true—and unified—source of customer insights.
Click here to download our 2018 Social Media Trends Toolkit to align
your strategy with the year’s key social network and digital trends.
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CLICK HERE TO READ ‘DIGITAL IN 2018’,
OUR MAIN GLOBAL OVERVIEW REPORT
DIGITAL IN 2018
ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD
11
IN-DEPTH COUNTRY PROFILES
16
BELIZE
17
JAN DIGITAL IN BELIZE
2018 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

POPULATION USERS MEDIA USERS CONNECTIONS SOCIAL USERS
378.6 210.0 210.0 379.7 200.0

THOUSAND THOUSAND THOUSAND THOUSAND THOUSAND
URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION:
44% 55% 55% 100% 53%

JAN ANNUAL DIGITAL GROWTH
INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

USERS MEDIA USERS CONNECTIONS SOCIAL USERS
+17% +17% +3% +25%

+30 THOUSAND +30 THOUSAND +10 THOUSAND +40 THOUSAND
JAN POPULATION & ECONOMIC INDICATORS
2018 ESSENTIAL DEMOGRAPHICS AND KEY ECONOMIC INDICATORS
TOTAL FEMALE MALE ANNUAL CHANGE IN MEDIAN

POPULATION POPULATION POPULATION POPULATION SIZE AGE
378.6 50.2% 49.8% +2.1% 23.0

THOUSAND YEARS OLD
POPULATION LIVING GDP PER LITERACY FEMALE MALE

IN URBAN AREAS CAPITA (TOTAL) LITERACY LITERACY
44% $8,478 83% 83% 82%

20 SOURCES: UNITED NATIONS; US CENSUS BUREAU; UNESCO; WORLD BANK, IMF; CIA WORLD FACTBOOK.
JAN INTERNET USE
2018 BASED ON REPORTED INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES
TOTAL NUMBER INTERNET USERS AS A TOTAL NUMBER MOBILE INTERNET USERS

OF ACTIVE PERCENTAGE OF THE OF ACTIVE MOBILE AS A PERCENTAGE OF
INTERNET USERS TOTAL POPULATION INTERNET USERS THE TOTAL POPULATION
210.0 55% 200.0 53%

THOUSAND THOUSAND
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS;
21 REGULATORY AUTHORITIES; REPUTABLE MEDIA; KEPIOS ANALYSIS. NOTES: PENETRATION FIGURES ARE FOR FULL POPULATION, REGARDLESS OF AGE.
JAN INTERNET USERS: DIFFERENT PERSPECTIVES
2018 REPORTS OF THE TOTAL NUMBER OF INTERNET USERS FROM DIFFERENT DATA PROVIDERS
INTERNET ITU (INTERNATIONAL INTERNET CIA WORLD

WORLD STATS TELECOMMUNICATION UNION) LIVE STATS FACTBOOK
167.0 168.7 165.0 168.8

THOUSAND THOUSAND THOUSAND THOUSAND
22 SOURCES: INTERNETWORLDSTATS; INTERNATIONAL TELECOMMUNICATION UNION (ITU); INTERNETLIVESTATS; CIA WORLD FACTBOOK; ALL LATEST REPORTED FIGURES AS OF JANUARY 2018.
JAN SHARE OF WEB TRAFFIC BY DEVICE
2018 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
LAPTOPS & MOBILE TABLET OTHER

DESKTOPS PHONES DEVICES DEVICES
47% 44% 9% 0.16%

YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
+8% -9% +14% +78%

23 SOURCES: STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017.
JAN ALEXA’S RANKING OF TOP WEBSITES
2018 RANKINGS BASED ON THE NUMBER OF VISITORS TO EACH SITE, AND THE NUMBER OF PAGES VIEWED ON EACH SITE PER VISIT
# WEBSITE TIME PAGES # WEBSITE TIME PAGES
01 GOOGLE.COM.BZ 9M 32S 8.35 11 DELOTON.COM 1M 02S 1.52
02 YOUTUBE.COM 8M 18S 4.79 12 XENEGRADE.COM 8M 36S 3.60
03 GOOGLE.COM 7M 32S 8.56 13 EBAY.COM 9M 41S 7.22
04 FACEBOOK.COM 10M 21S 4.00 14 IQOPTION.COM 1M 25S 1.24
05 YAHOO.COM 4M 02S 3.61 15 INSTAGRAM.COM 5M 23S 3.34
06 AMAZON.COM 8M 29S 8.62 16 THEPIRATEBAY.ORG 4M 25S 6.17
07 WIKIPEDIA.ORG 4M 16S 3.31 17 PORNHUB.COM 8M 29S 3.19
08 LIVE.COM 4M 03S 3.41 18 BONGACAMS.COM 4M 22S 2.03
09 ATLABANK.COM 10M 48S 7.80 19 NETFLIX.COM 2M 04S 1.79
10 PROVIDR.COM 3M 40S 3.26 20 REDDIT.COM 15M 46S 10.05
SOURCE: ALEXA, JANUARY 2018. NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY. ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY. ALEXA USES A COMBINATION OF AVERAGE
24 DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING. RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018. ADVISORY: SOME
WEBSITES REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
JAN TOP GOOGLE SEARCH QUERIES IN 2017
2018 RANKING OF THE TOP SEARCH TERMS ENTERED INTO GOOGLE’S SEARCH ENGINE THROUGHOUT 2017
# QUERY INDEX # QUERY INDEX
01 FACEBOOK 100 11 WEATHER 13
02 BELIZE 99 12 YAHOO 10
03 FACEBOOK LOGIN 49 13 GMAIL 10
04 YOUTUBE 34 14 BELIZE NEWS 10
05 MP3 25 15 AMAZON 8
06 YOU 20 16 MOVIES 8
07 NEWS 19 17 BOLEDO 7
08 GOOGLE 19 18 TRANSLATE 7
09 QUOTES 14 19 TUBIDY 7
10 JUICE MP3 13 20 GAMES 6
SOURCE: GOOGLE TRENDS, JANUARY 2018. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY
25 COMPARED TO THE SEARCH VOLUME FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
JAN SOCIAL MEDIA USE
2018 BASED ON THE MONTHLY ACTIVE USERS REPORTED BY THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY
TOTAL NUMBER ACTIVE SOCIAL USERS TOTAL NUMBER ACTIVE MOBILE SOCIAL
OF ACTIVE SOCIAL AS A PERCENTAGE OF OF SOCIAL USERS USERS AS A PERCENTAGE
MEDIA USERS THE TOTAL POPULATION ACCESSING VIA MOBILE OF THE TOTAL POPULATION
210.0 55% 200.0 53%

THOUSAND THOUSAND
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS
JAN FACEBOOK USAGE ANALYSIS
2018 A CLOSER LOOK AT FACEBOOK USE, BROKEN DOWN BY MOBILE USE AND SELF-DECLARED GENDER OF USERS
TOTAL NUMBER OF ANNUAL CHANGE IN PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF

MONTHLY ACTIVE FACEBOOK USERS FACEBOOK USERS FACEBOOK PROFILES FACEBOOK PROFILES
FACEBOOK USERS vs. JANUARY 2017 ACCESSING VIA MOBILE DECLARED AS FEMALE DECLARED AS MALE
210.0 +17% 95% 52% 48%

THOUSAND
27 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.

JAN AVERAGE FACEBOOK PAGE POST REACH
2018 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS vs. PAGE LIKES, AND PAID MEDIA
AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH
CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAID MEDIA vs. TOTAL REACH
+0.05% 19.1% 8.8% 17.0% 32.9%
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A
28 POST WAS SERVED IN USERS’ NEWSFEEDS TO THE TOTAL NUMBER OF PAGE ‘FANS’ (I.E. USERS THAT HAD LIKED THE PAGE) AT THE TIME THAT THE POST WAS PUBLISHED.
JAN AVERAGE FACEBOOK ENGAGEMENT RATES
2018 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. THE NUMBER OF PEOPLE THAT THOSE POSTS REACH
AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT
RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES) PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS PAGE STATUS POSTS
5.49% 7.24% 5.42% 5.61% 2.20%
SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED
29 WITH A POST TO THE TOTAL NUMBER OF UNIQUE USERS TO WHOM THAT POST WAS SERVED, REGARDLESS OF WHETHER THOSE USERS WERE FANS OF THE PAGE AT THAT TIME.
JAN INSTAGRAM USAGE ANALYSIS
2018 AN OVERVIEW OF MONTHLY ACTIVE INSTAGRAM USERS, BROKEN DOWN BY GENDER
TOTAL NUMBER OF ACTIVE INSTAGRAM FEMALE USERS AS A MALE USERS AS A

MONTHLY ACTIVE USERS AS A PERCENTAGE PERCENTAGE OF ALL PERCENTAGE OF ALL
INSTAGRAM USERS OF TOTAL POPULATION ACTIVE INSTAGRAM USERS ACTIVE INSTAGRAM USERS
54.00 14% 56% 44%

THOUSAND
30 SOURCE: EXTRAPOLATION OF DATA FROM INSTAGRAM (VIA FACEBOOK), JANUARY 2018. PENETRATION RATES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN MOBILE CONNECTIONS BY TYPE
2018 BASED ON THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
CONNECTIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G & 4G)
379.7 100% 79% 21% 44%

THOUSAND
31 SOURCE: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.
JAN MOBILE CONNECTIVITY INDEX
2018 GSMA INTELLIGENCE’S ASSESSMENT OF THE COUNTRY’S KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
OVERALL COUNTRY MOBILE NETWORK AFFORDABILITY OF CONSUMER AVAILABILITY OF RELEVANT

INDEX SCORE INFRASTRUCTURE DEVICES & SERVICES READINESS CONTENT & SERVICES
64.45 58.91 52.79 72.85 76.13

OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM OUT OF A MAXIMUM
POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100
32 SOURCE: GSMA INTELLIGENCE, Q4 2017. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
JAN FINANCIAL INCLUSION FACTORS
2018 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES

ACCOUNT CREDIT CARD MOBILE PAYMENTS VIA GSMA AND / OR PAYS BILLS ONLINE
48% 11% [N/A] 5%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN
WITH A CREDIT CARD WITH A CREDIT CARD MAKING INTERNET PAYMENTS MAKING INTERNET PAYMENTS
10% 12% 4% 6%
33 SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (2015). NOTE: FIGURES REPRESENT THE PERCENTAGE OF PEOPLE AGED 15+, NOT TOTAL POPULATION.
COSTA RICA
34
JAN DIGITAL IN COSTA RICA

4.93 4.29 3.40 8.64 3.20

MILLION MILLION MILLION MILLION MILLION
79% 87% 69% 175% 65%


+1% +6% +8% +7%


4.93 50.0% 50.0% +1.0% 31.7

MILLION YEARS OLD

79% $16,642 98% 98% 98%

JAN INTERNET USE

4.29 87% 4.04 82%

MILLION MILLION

4.24 3.25 2.74 3.25

MILLION MILLION MILLION MILLION

57% 40% 3% 0.37%

+11% -12% -18% +118%

01 GOOGLE.COM 7M 32S 8.56 11 GOOGLE.COM 7M 32S 8.56
02 YOUTUBE.COM 8M 18S 4.79 12 YOUTUBE.COM 8M 18S 4.79
03 CRHOY.COM 6M 23S 3.53 13 CRHOY.COM 6M 23S 3.53
04 TELETICA.COM 5M 56S 3.28 14 TELETICA.COM 5M 56S 3.28
05 FACEBOOK.COM 10M 21S 4.00 15 FACEBOOK.COM 10M 21S 4.00
06 REPRETEL.COM 4M 20S 3.05 16 REPRETEL.COM 4M 20S 3.05
07 GOOGLE.CO.CR 3M 32S 4.55 17 GOOGLE.CO.CR 3M 32S 4.55
08 ENCUENTRA24.COM 12M 39S 10.70 18 ENCUENTRA24.COM 12M 39S 10.70
09 LIVE.COM 4M 03S 3.41 19 LIVE.COM 4M 03S 3.41
10 YAHOO.COM 4M 02S 3.61 20 YAHOO.COM 4M 02S 3.61
01 COSTA RICA 100 11 MUSICA 7
02 FACEBOOK 61 12 GMAIL 6
03 TRADUCTOR 23 13 WHATSAPP 6
04 YOUTUBE 20 14 YOU 6
05 VIDEOS 18 15 SI 5
06 UNA 17 16 TELETICA 5
07 GOOGLE 16 17 BCR 5
08 IMAGENES 14 18 BANCO DE COSTA RICA 5
09 JPS 12 19 BAC 5
10 HOTMAIL 9 20 JUEGOS 4
3.40 69% 3.20 65%

MILLION MILLION

3.40 +6% 94% 51% 49%

MILLION

3.40 +6% 94% 51% 49%

MILLION
3.75% 9.14% 4.52% 4.69% 6.86%

1.20 24% 52% 48%

MILLION

8.64 175% 77% 23% 73%

MILLION

66.14 51.13 63.26 76.07 77.76


65% 14% [N/A] 10%

12% 17% 7% 14%

EL SALVADOR
51
JAN DIGITAL IN EL SALVADOR

6.39 3.70 3.70 9.63 3.40

68% 58% 58% 151% 53%


+9% +9% +5% +6%


6.39 53.1% 46.9% +0.5% 27.6

MILLION YEARS OLD

68% $8,634 88% 86% 91%

JAN INTERNET USE

3.70 58% 3.40 53%

MILLION MILLION

3.10 1.85 2.35 1.85


56% 41% 2% 0.18%

+5% -5% -20% +80%

01 GOOGLE.COM.SV 7M 22S 8.65 11 LIVE.COM 4M 03S 3.41
02 YOUTUBE.COM 8M 18S 4.79 12 SOLONOTICIAS.COM 21M 14S 5.20
03 GOOGLE.COM 7M 32S 8.56 13 YAHOO.COM 4M 02S 3.61
04 ELBLOG.COM 6M 17S 3.30 14 ELSALVADORTIMES.COM 8M 07S 3.05
05 LAPRENSAGRAFICA.COM 5M 57S 2.58 15 OLX.COM.SV 11M 43S 8.18
06 FACEBOOK.COM 10M 21S 4.00 16 BLOGSPOT.COM 2M 38S 2.12
07 ELSALVADOR.COM 4M 58S 2.49 17 WIKIPEDIA.ORG 4M 16S 3.31
08 LAPAGINA.COM.SV 10M 52S 3.56 18 ELGRAFICO.COM 4M 24S 2.27
09 DIARIO1.COM 5M 00S 2.54 19 BLES.COM 2M 53S 1.42
10 THESTARTMAGAZINE.COM 7M 29S 3.20 20 INSTAGRAM.COM 5M 23S 3.34
01 FACEBOOK 100 11 GMAIL 13
02 EL SALVADOR 91 12 HOTMAIL 13
03 YOUTUBE 39 13 MP3 12
04 TRADUCTOR 38 14 OLX 12
05 DESCARGAR 36 15 INICIAR SESION FACEBOOK 12
06 VIDEOS 35 16 NOTICIAS 10
07 IMAGENES 31 17 JUEGOS 10
08 GOOGLE 29 18 LA PAGINA 9
09 MUSICA 16 19 WHATSAPP 8
10 INICIAR SESION 15 20 YAHOO 8
3.70 58% 3.40 53%

MILLION MILLION

3.70 +9% 92% 49% 51%

MILLION

+0.09% 9.5% 6.7% 27.8% 39.4%
4.00% 2.50% 4.74% 3.76% 4.70%

950.0 15% 52% 48%

THOUSAND

9.63 151% 84% 16% 44%

MILLION

58.33 41.03 61.01 63.87 72.38


37% 8% 5% 4%
7% 9% 2% 6%
GUATEMALA
68
JAN DIGITAL IN GUATEMALA

17.08 7.20 7.20 19.06 6.80

53% 42% 42% 112% 40%


+16% +16% +4% +19%

+1 MILLION +1 MILLION +771 THOUSAND +1 MILLION

17.08 50.8% 49.2% +2.0% 22.4

MILLION YEARS OLD

53% $7,960 79% 74% 85%

JAN INTERNET USE

7.20 42% 6.80 40%

MILLION MILLION

5.87 5.89 4.41 5.89


46% 52% 2% 0.09%

-3% +3% -9% +50%

01 GOOGLE.COM.GT 7M 59S 9.77 11 LIVE.COM 4M 03S 3.41
02 YOUTUBE.COM 8M 18S 4.79 12 YAHOO.COM 4M 02S 3.61
03 GOOGLE.COM 7M 32S 8.56 13 WIKIPEDIA.ORG 4M 16S 3.31
04 FACEBOOK.COM 10M 21S 4.00 14 BLOGSPOT.COM 2M 38S 2.12
05 PRENSALIBRE.COM 5M 42S 2.57 15 TRANSDOC.COM 10M 36S 12.70
06 THESTARTMAGAZINE.COM 7M 29S 3.20 16 SAT.GOB.GT 6M 07S 2.71
07 SOY502.COM 3M 16S 1.81 17 BLES.COM 2M 53S 1.42
08 PUBLINEWS.GT 5M 56S 1.99 18 OLX.COM.GT 10M 31S 7.76
09 EMISORASUNIDAS.COM 3M 48S 1.91 19 DELOTON.COM 1M 02S 1.52
10 GUATEMALA.COM 2M 18S 1.93 20 INSTAGRAM.COM 5M 23S 3.34
01 GUATEMALA 100 11 AMOR 17
02 FACEBOOK 66 12 MP3 14
03 VIDEOS 33 13 GMAIL 12
04 YOUTUBE 33 14 JUEGOS 11
05 IMAGENES 32 15 FRASES 10
06 DESCARGAR 32 16 HOTMAIL 10
07 TRADUCTOR 28 17 INICIAR SESION FACEBOOK 9
08 GOOGLE 24 18 OLX 8
09 MUSICA 19 19 CONVERTIDOR 8
10 VIDEOS DE 19 20 DESCARGAR MUSICA 8
7.20 42% 6.80 40%

MILLION MILLION

7.20 +16% 94% 46% 54%

MILLION

+0.09% 6.3% 0.5% 14.6% 17.4%
4.38% 6.13% 3.83% 1.83% 1.24%

1.60 9% 50% 50%

MILLION

19.06 112% 94% 6% 44%

MILLION

55.92 45.95 58.00 58.05 63.21


41% 6% 2% 4%
5% 7% 2% 6%
HONDURAS
85
JAN DIGITAL IN HONDURAS

9.34 3.60 3.60 8.52 3.40

56% 39% 39% 91% 36%


+20% +20% +4% +21%


9.34 50.1% 49.9% +1.6% 23.3

MILLION YEARS OLD

56% $4,746 89% 89% 88%

JAN INTERNET USE

3.60 39% 3.40 36%

MILLION MILLION

2.70 2.80 1.76 2.80


49% 48% 4% 0.22%

+4% -3% -2% +100%

01 GOOGLE.HN 8M 12S 9.21 11 GOOGLE.HN 8M 12S 9.21
02 YOUTUBE.COM 8M 18S 4.79 12 YOUTUBE.COM 8M 18S 4.79
03 GOOGLE.COM 7M 32S 8.56 13 GOOGLE.COM 7M 32S 8.56
04 FACEBOOK.COM 10M 21S 4.00 14 FACEBOOK.COM 10M 21S 4.00
05 THESTARTMAGAZINE.COM 7M 29S 3.20 15 THESTARTMAGAZINE.COM 7M 29S 3.20
06 YAHOO.COM 4M 02S 3.61 16 YAHOO.COM 4M 02S 3.61
07 LIVE.COM 4M 03S 3.41 17 LIVE.COM 4M 03S 3.41
08 LAPRENSA.HN 6M 03S 4.30 18 LAPRENSA.HN 6M 03S 4.30
09 WIKIPEDIA.ORG 4M 16S 3.31 19 WIKIPEDIA.ORG 4M 16S 3.31
10 TIEMPO.HN 3M 40S 1.90 20 TIEMPO.HN 3M 40S 1.90
01 HONDURAS 100 11 LA PRENSA 22
02 FACEBOOK 93 12 AMOR 22
03 DESCARGAR 61 13 MP3 17
04 TRADUCTOR 50 14 JUEGOS 16
05 VIDEOS 46 15 DIEZ 13
06 YOUTUBE 44 16 TIEMPO 13
07 IMAGENES 42 17 INICIAR SESION FACEBOOK 13
08 GOOGLE 37 18 DESCARGAR MUSICA 13
09 MUSICA 30 19 YAHOO 13
10 PRENSA 23 20 TRADUCTOR ESPAÑOL INGLES 12
3.60 39% 3.40 36%

MILLION MILLION

3.60 +20% 94% 51% 49%

MILLION

+0.06% 4.7% 2.5% 31.2% 42.2%
2.91% 2.57% 3.21% 1.98% 3.95%

800.0 9% 54% 46%

THOUSAND

8.52 91% 91% 9% 51%

MILLION

56.77 51.31 49.93 62.90 64.46


31% 6% 3% 3%
3% 9% 2% 4%
MEXICO
102
JAN DIGITAL IN MEXICO
TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

POPULATION USERS MEDIA USERS MOBILE USERS SOCIAL USERS
130.0 85.0 83.0 81.0 78.0

URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
80% 65% 64% 62% 60%

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

USERS MEDIA USERS MOBILE USERS SOCIAL USERS
+12% SINCE JAN 2017

+9%
SINCE JAN 2017
+4%
SINCE JAN 2017
+13%
SINCE JAN 2017
+9 MILLION +7 MILLION +3 MILLION +9 MILLION

130.0 50.2% 49.8% +1.2% 28.6

MILLION YEARS OLD

80% $17,877 94% 93% 96%

JAN DEVICE USAGE
2018 PERCENTAGE OF THE ADULT POPULATION* THAT CURRENTLY USES EACH KIND OF DEVICE [SURVEY-BASED]
MOBILE PHONE SMART LAPTOP OR TABLET

(ANY TYPE) PHONE DESKTOP COMPUTER COMPUTER
87% 72% 42% 23%

TELEVISION DEVICE FOR STREAMING E-READER WEARABLE
(ANY KIND) INTERNET CONTENT TO TV DEVICE TECH DEVICE
85% 10% 2% 3%
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT RESPONDENTS
106 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS.
JAN TIME SPENT WITH MEDIA
2018 SURVEY-BASED DATA: FIGURES REPRESENT RESPONDENTS’ SELF-REPORTED ACTIVITY
AVERAGE DAILY TIME AVERAGE DAILY TIME AVERAGE DAILY TV VIEWING TIME AVERAGE DAILY TIME
SPENT USING THE SPENT USING SOCIAL (BROADCAST, STREAMING SPENT LISTENING TO
INTERNET VIA ANY DEVICE MEDIA VIA ANY DEVICE AND VIDEO ON DEMAND) STREAMING MUSIC
8H 17M 3H 07M 2H 52M 1H 28M

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
107 NOTE: TIME SPENT USING SOCIAL MEDIA INCLUDES SOCIAL NETWORKS AS WELL AS MESSENGERS / CHAT APPS.
JAN ATTITUDES TOWARDS DIGITAL
2018 HOW INTERNET USERS* PERCEIVE THE ROLE OF TECHNOLOGY, AND THEIR PERSPECTIVE ON PRIVACY ISSUES
BELIEVE THAT NEW PREFER TO COMPLETE BELIEVE DATA PRIVACY DELETE COOKIES FROM USE AN AD-BLOCKING
TECHNOLOGIES OFFER MORE TASKS DIGITALLY AND PROTECTION ARE INTERNET BROWSER TOOL TO STOP ADVERTS
OPPORTUNITIES THAN RISKS WHENEVER POSSIBLE VERY IMPORTANT TO PROTECT PRIVACY BEING DISPLAYED
57% 60% 82% 49% 40%
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017. NOTES: GOOGLE FIGURES BASED ON A SURVEY OF ADULT
108 INTERNET USERS. SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS. GLOBALWEBINDEX
FIGURES BASED ON A SURVEY OF INTERNET USERS AGED 16-64. *NOTE: THESE FIGURES ONLY REPRESENT THE ATTITUDES AND ACTIVITIES OF INTERNET USERS.
JAN INTERNET USE
2018 BASED ON REPORTED INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE

85.0 65% 79.8 61%

MILLION MILLION
SOURCES: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES;
109 REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017. NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW
TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. PENETRATION FIGURES BASED ON POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU.

85.0 77.4 58.0 77.3

JAN FREQUENCY OF INTERNET USE
2018 HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)
EVERY AT LEAST ONCE AT LEAST ONCE LESS THAN ONCE

DAY PER WEEK PER MONTH PER MONTH
1 7 31 ?
78% 15% 5% 2%
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTES: DATA REPRESENTS ADULT RESPONDENTS
VALUES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS, OR DUE TO ROUNDING IN THE SOURCE DATA.
JAN INTERNET CONNECTIONS: SPEED & DEVICES
2018 AVERAGE INTERNET CONNECTION SPEEDS, AND THE DEVICE THAT PEOPLE USE MOST OFTEN TO ACCESS THE INTERNET
AVERAGE INTERNET AVERAGE INTERNET ACCESS THE INTERNET ACCESS EQUALLY VIA ACCESS THE INTERNET
SPEED VIA FIXED SPEED VIA MOBILE MOST OFTEN VIA A A SMARTPHONE AND MOST OFTEN VIA A
CONNECTIONS CONNECTIONS COMPUTER OR TABLET COMPUTER OR TABLET SMARTPHONE
19.06 21.66 13% 19% 50%

MBPS MBPS
SOURCES: OOKLA SPEEDTEST, NOVEMBER 2017; GOOGLE CONSUMER BAROMETER, JANUARY 2018. GOOGLE’S FIGURES BASED ON RESPONSES TO A SURVEY.
112 NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DEVICE USAGE PERCENTAGES MAY NOT SUM TO 100% DUE TO “DON’T KNOW” OR INCOMPLETE ANSWERS.

56% 40% 4% 0.24%

+26% -22% -16% +167%

JAN SIMILARWEB’S RANKING OF TOP WEBSITES
2018 RANKINGS BASED ON AVERAGE MONTHLY TRAFFIC TO EACH WEBSITE IN Q4 2017
# WEBSITE CATEGORY MONTHLY TRAFFIC TIME PER VISIT PAGES PER VISIT
01 GOOGLE.COM.MX SEARCH 525,000,000 13M 17S 10.7
02 YOUTUBE.COM TV & VIDEO 404,800,000 36M 56S 14.7
03 FACEBOOK.COM SOCIAL 323,200,000 20M 27S 17.7
04 GOOGLE.COM SEARCH 226,400,000 12M 39S 16.1
05 LIVE.COM EMAIL 102,300,000 10M 17S 10.3
06 YAHOO.COM NEWS & MEDIA 58,300,000 6M 52S 6.1
07 NETFLIX.COM TV & VIDEO 55,500,000 10M 17S 4.9
08 WHATSAPP.COM SOCIAL 50,100,000 3M 06S 2.3
09 WIKIPEDIA.ORG REFERENCE 49,600,000 5M 18S 3.0
10 TWITTER.COM SOCIAL 37,600,000 12M 02S 7.3
SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017. NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS.
114 DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES. ADVISORY: SOME WEBSITES
REFERENCED ON THIS SLIDE MAY CONTAIN ADULT CONTENT, OR CONTENT THAT IS UNSUITABLE FOR THE WORKPLACE. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
01 GOOGLE.COM.MX 8M 00S 9.79 11 CALIENTE.MX 1M 42S 1.53
02 YOUTUBE.COM 8M 18S 4.79 12 NETFLIX.COM 2M 04S 1.79
03 GOOGLE.COM 7M 32S 8.56 13 XVIDEOS.COM 14M 04S 10.15
04 FACEBOOK.COM 10M 21S 4.00 14 INSTAGRAM.COM 5M 23S 3.34
05 THESTARTMAGAZINE.COM 7M 29S 3.20 15 MSN.COM 3M 51S 2.53
06 LIVE.COM 4M 03S 3.41 16 TWITTER.COM 6M 21S 3.21
07 MERCADOLIBRE.COM.MX 10M 05S 8.95 17 DEBATE.COM.MX 5M 38S 1.96
08 YAHOO.COM 4M 02S 3.61 18 WHATSAPP.COM 3M 50S 1.23
09 WIKIPEDIA.ORG 4M 16S 3.31 19 AMAZON.COM.MX 8M 10S 8.51
10 PERFECTTOOLMEDIA.COM 0M 36S 3.19 20 ONLINEVIDEOCONVERTER.COM 6M 49S 2.27
JAN WEEKLY ONLINE ACTIVITIES BY DEVICE
2018 PERCENTAGE OF THE TOTAL POPULATION* ENGAGING IN EACH ACTIVITY AT LEAST ONCE PER WEEK [SURVEY-BASED]
USE A SEARCH VISIT A SOCIAL PLAY WATCH LOOK FOR PRODUCT

ENGINE NETWORK GAMES VIDEOS INFORMATION
SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE: SMARTPHONE:
27% 39% 4% 33% 5%

COMPUTER: COMPUTER: COMPUTER: COMPUTER: COMPUTER:
18% 21% 2% 20% 5%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
116 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
01 FACEBOOK 100 11 CLIMA 13
02 YOUTUBE 52 12 MUSICA 13
03 TRADUCTOR 36 13 JUEGOS 12
04 VIDEOS 35 14 INICIAR SESION FACEBOOK 12
05 GOOGLE 35 15 GMAIL 12
06 HOTMAIL 32 16 CONVERTIDOR 10
07 IMAGENES 25 17 CINEPOLIS 9
08 INICIAR SESION 20 18 MAPS 9
09 TIEMPO 16 19 YOU 9
10 MP3 13 20 WHATSAPP 9
JAN FREQUENCY OF WATCHING ONLINE VIDEO
2018 HOW OFTEN INTERNET USERS WATCH ONLINE VIDEOS (ANY DEVICE)
WATCH ONLINE WATCH ONLINE WATCH ONLINE WATCH ONLINE VIDEOS NEVER WATCH
VIDEOS EVERY DAY VIDEOS EVERY WEEK VIDEOS EVERY MONTH LESS THAN ONCE A MONTH ONLINE VIDEOS
1 7 31 365 X
56% 24% 5% 3% 12%
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
JAN HOW INTERNET USERS WATCH TELEVISION
2018 COMPARISON OF THE METHODS AND DEVICES USED FOR ACCESSING AND DISPLAYING ‘TELEVISION’ CONTENT
REGULAR RECORDED CATCH-UP / ONLINE CONTENT ONLINE CONTENT

TELEVISION CONTENT ON-DEMAND STREAMED ON STREAMED ON
ON A TV SET ON A TV SET SERVICE ON TV SET A TV SET ANOTHER DEVICE
88% 6% 17% 17% 14%
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. NOTE: DATA REPRESENTS ADULT INTERNET USERS
83.0 64% 78.0 60%

MILLION MILLION
JAN MOST ACTIVE SOCIAL MEDIA PLATFORMS
2018 SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
FACEBOOK 59%
YOUTUBE 58%
WHATSAPP 56%
FB MESSENGER 45%
INSTAGRAM 36%
TWITTER 32%
GOOGLE+ 32%
SKYPE 23%
PINTEREST 22%
SOCIAL NETWORK
SNAPCHAT 18%
MESSENGER / CHAT APP / VOIP
LINKEDIN 18%
TARINGA 16%
SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64. NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART
121 OF THE SURVEY TO OTHER PLATFORM DATA. ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE. ADVISORY: FIGURES ARE BASED ON RESPONSES
TO A SURVEY, AND MAY NOT CORRELATE TO SOCIAL MEDIA PENETRATION FIGURES SHOWN ELSEWHERE IN THIS REPORT; FOR FULL DETAILS, SEE THE NOTES AT THE END OF THIS REPORT.

83.00 +9% 94% 51% 49%

MILLION

JAN PROFILE OF FACEBOOK USERS
2018 A BREAKDOWN OF THE COUNTRY’S FACEBOOK’S USERS BY AGE AND GENDER, IN MILLIONS
AGE TOTAL FEMALE MALE
13.0 TOTAL 83,000,000 51% 49%
12.2 12.0 12.2 13 – 17 7,700,000 5% 4%

FEMALE
18 – 24 24,000,000 15% 14%
MALE 25 – 34 25,000,000 15% 16%

35 – 44 14,000,000 8% 8%
45 – 54 7,400,000 5% 4%
55 – 64 3,200,000 2% 2%
65+ 1,800,000 1% 1%
7.0
6.6
4.2 4.0
3.6 3.5
1.7 1.5
0.9 0.9
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
SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018. NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,
123 WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION. TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S
SHARE OF TOTAL NATIONAL FACEBOOK USERS. TABLE VALUES MAY NOT SUM EXACTLY DUE TO ROUNDING IN THE SOURCE DATA.
+0.43% 11.5% 7.3% 31.0% 35.0%
3.18% 4.40% 4.40% 8.25% 4.20%

20.00 15% 53% 47%

MILLION
JAN MOBILE USERS vs. MOBILE CONNECTIONS
2018 COMPARING THE NUMBER OF UNIQUE MOBILE USERS TO THE NUMBER OF MOBILE CONNECTIONS
NUMBER OF UNIQUE MOBILE PENETRATION TOTAL NUMBER MOBILE CONNECTIONS AVERAGE NUMBER OF
MOBILE USERS (ANY (UNIQUE USERS vs. OF MOBILE AS A PERCENTAGE OF CONNECTIONS PER
TYPE OF HANDSET) TOTAL POPULATION) CONNECTIONS TOTAL POPULATION UNIQUE MOBILE USER
81.0 62% 110.5 85% 1.36

MILLION MILLION
SOURCES: UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; GOOGLE CONSUMER BAROMETER, JANUARY 2018;
127 MOBILE CONNECTIONS: GSMA INTELLIGENCE, Q4 2017. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE.

110.5 85% 85% 15% 72%

MILLION

65.98 55.67 62.47 71.39 76.35

JAN MOBILE ACTIVITIES
PERCENTAGE OF THE PERCENTAGE OF THE PERCENTAGE OF THE PERCENTAGE PERCENTAGE OF THE

POPULATION USING POPULATION WATCHING POPULATION PLAYING OF THE POPULATION POPULATION USING
MOBILE MESSENGERS VIDEOS ON MOBILE GAMES ON MOBILE USING MOBILE BANKING MOBILE MAP SERVICES
59% 58% 42% 30% 52%
130 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
JAN SMARTPHONE LIFE MANAGEMENT ACTIVITIES
2018 PERCENTAGE OF THE TOTAL POPULATION USING A SMARTPHONE TO PERFORM EACH TASK [SURVEY-BASED]
USE THE ALARM MANAGE DIARY CHECK THE TRACK HEALTH, DIET,
CLOCK FUNCTION OR APPOINTMENTS WEATHER OR ACTIVITY LEVELS
41% 22% 22% 5%

TAKE PHOTOS CHECK READ E-BOOKS MANAGE LISTS
OR VIDEOS THE NEWS OR E-MAGAZINES (E.G. SHOPPING, TASKS)
44% 26% 13% 15%

SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTES: DATA BASED ON SURVEY
131 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S
METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
JAN TOP APP RANKINGS
2018 RANKINGS OF TOP MOBILE APPS BY MONTHLY ACTIVE USERS AND BY NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE APPS BY NUMBER OF DOWNLOADS
# APP NAME DEVELOPER / COMPANY # APP NAME DEVELOPER / COMPANY
01 WHATSAPP MESSENGER FACEBOOK 01 WHATSAPP MESSENGER FACEBOOK
02 FACEBOOK FACEBOOK 02 FACEBOOK FACEBOOK
03 FACEBOOK MESSENGER FACEBOOK 03 FACEBOOK MESSENGER FACEBOOK
04 INSTAGRAM FACEBOOK 04 INSTAGRAM FACEBOOK
05 SPOTIFY SPOTIFY 05 SNAPCHAT SNAP
06 UBER UBER TECHNOLOGIES 06 UBER UBER TECHNOLOGIES
07 TWITTER TWITTER 07 SPOTIFY SPOTIFY
08 NETFLIX NETFLIX 08 NETFLIX NETFLIX
09 MI TELCEL TELCEL 09 B612 NAVER
10 SNAPCHAT SNAP 10 YOUTUBE GOOGLE
SOURCE: APP ANNIE, JANUARY 2018, BASED ON DATA IN THE APP ANNIE 2017 RETROSPECTIVE REPORT. FOR MORE DETAILS, VISIT HTTPS://WWW.APPANNIE.COM/
132 NOTES: RANKINGS ARE BASED ON COMBINED DATA FOR BOTH THE APPLE iOS APP STORE AND THE GOOGLE PLAY APP STORE. MONTHLY ACTIVE USER RANKINGS ARE BASED
ON MONTHLY AVERAGES FOR FULL-YEAR 2017. NOTE: RANKINGS EXCLUDE PRE-INSTALLED APPS, SUCH AS YOUTUBE ON ANDROID DEVICES, AND SAFARI ON APPLE DEVICES.

39% 18% 3% 6%
14% 22% 5% 7%
JAN E-COMMERCE ACTIVITIES IN PAST 30 DAYS
SEARCHED ONLINE VISITED PURCHASED A MADE AN ONLINE MADE AN ONLINE

FOR A PRODUCT AN ONLINE PRODUCT OR PURCHASE VIA A LAPTOP PURCHASE VIA A
OR SERVICE TO BUY RETAIL STORE SERVICE ONLINE OR DESKTOP COMPUTER MOBILE DEVICE
56% 58% 43% 27% 27%
134 NOTE: DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE.
JAN E-COMMERCE SPEND BY CATEGORY
2018 TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES
$2.262 $2.480 $0.996 $1.140

BILLION BILLION BILLION BILLION
TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO

& HOBBIES ACCOMMODATION) MUSIC GAMES
$1.655 $3.099 $0.128 $0.847

BILLION BILLION BILLION BILLION
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
135 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
JAN E-COMMERCE GROWTH BY CATEGORY
2018 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN UNITED STATES DOLLARS
FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES
+22% +16% +14% +24%

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO
& HOBBIES ACCOMMODATION) MUSIC GAMES
+22% +27% +11% +10%

SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018.
136 NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND.
JAN E-COMMERCE DETAIL: CONSUMER GOODS
2018 AN OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN UNITED STATES DOLLARS
TOTAL NUMBER OF PEOPLE PENETRATION OF CONSUMER VALUE OF THE CONSUMER AVERAGE ANNUAL REVENUE
PURCHASING CONSUMER GOODS E-COMMERCE GOODS E-COMMERCE MARKET PER USER OF CONSUMER
GOODS VIA E-COMMERCE (TOTAL POPULATION) (TOTAL ANNUAL SALES REVENUE) GOODS E-COMMERCE (ARPU)
37.27 29% $8.533 $229

MILLION BILLION
YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE: YEAR-ON-YEAR CHANGE:
+9% +19% +9%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, ACCESSED JANUARY 2018. NOTES: FIGURES REPRESENT SALES OF PHYSICAL GOODS VIA DIGITAL CHANNELS
137 ON ANY DEVICE TO PRIVATE END USERS, AND DO NOT INCLUDE DIGITAL MEDIA, DIGITAL SERVICES SUCH AS TRAVEL OR SOFTWARE, B2B PRODUCTS AND SERVICES, RESALE OF USED
GOODS, OR SALES BETWEEN PRIVATE PERSONS (P2P COMMERCE). PENETRATION FIGURE REPRESENTS PERCENTAGE OF TOTAL POPULATION, REGARDLESS OF AGE.
JAN ADVERTISING MEDIA: FIRST AWARENESS
2018 THE CHANNEL THAT FIRST INTRODUCED INTERNET USERS* TO A PRODUCT OR SERVICE THAT THEY SUBSEQUENTLY PURCHASED
ONLINE 28%
TELEVISION 27%
IN-STORE 20%
POSTER 7%
PRESS 5%
OTHER 5%
EMAIL 4%
RADIO 3%
DIRECT MAIL 1%
SOURCE: GOOGLE CONSUMER BAROMETER, JANUARY 2018. FIGURES BASED ON RESPONSES TO A SURVEY. *NOTE: DATA REPRESENTS ADULT INTERNET USERS ONLY; PLEASE SEE THE
138 NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON GOOGLE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS. FIGURES MAY NOT TOTAL TO 100% DUE TO ROUNDING.
NICARAGUA
139
JAN DIGITAL IN NICARAGUA

6.25 2.70 2.70 9.22 2.50

60% 43% 43% 148% 40%


+23% +23% +5% +25%


6.25 50.7% 49.3% +1.1% 26.2

MILLION YEARS OLD

60% $5,551 83% 83% 82%

JAN INTERNET USE

2.70 43% 2.50 40%

MILLION MILLION

1.90 1.54 1.19 1.54


49% 48% 3% 0.09%

+0.1% +0.2% -7% +125%

01 GOOGLE.COM.NI 7M 22S 8.53 11 LIVE.COM 4M 03S 3.41
02 YOUTUBE.COM 8M 18S 4.79 12 BLES.COM 2M 53S 1.42
03 ELNUEVODIARIO.COM.NI 10M 21S 2.07 13 MP3TECA.COM 3M 44S 5.52
04 GOOGLE.COM 7M 32S 8.56 14 BLOGSPOT.COM 2M 38S 2.12
05 ENCUENTRA24.COM 12M 39S 10.70 15 WIKIPEDIA.ORG 4M 16S 3.31
06 LAPRENSA.COM.NI 7M 06S 2.89 16 EL19DIGITAL.COM 6M 11S 3.41
07 FACEBOOK.COM 10M 21S 4.00 17 BESOCCER.COM 7M 52S 5.16
08 TN8.TV 3M 38S 1.92 18 DELOTON.COM 1M 02S 1.52
09 YAHOO.COM 4M 02S 3.61 19 MSN.COM 3M 51S 2.53
10 THESTARTMAGAZINE.COM 7M 29S 3.20 20 XVIDEOS.COM 14M 04S 10.15
01 FACEBOOK 100 11 YAHOO 14
02 NICARAGUA 88 12 MP3 12
03 DESCARGAR 41 13 JUEGOS 12
04 VIDEOS 41 14 GMAIL 11
05 YOUTUBE 40 15 DESCARGAR MUSICA 9
06 TRADUCTOR 30 16 HOTMAIL 9
07 IMAGENES 30 17 LA PRENSA 9
08 GOOGLE 28 18 YOU 8
09 MUSICA 24 19 TRADUCTOR ESPAÑOL INGLES 8
10 FACEBOOK INICIAR SESION 18 20 WHATSAPP 8
2.70 43% 2.50 40%

MILLION MILLION

2.70 +23% 93% 50% 50%

MILLION

+0.03% 6.2% 1.9% 45.9% 36.3%
5.22% 6.17% 3.10% 5.27% 3.71%

470.0 8% 54% 46%

THOUSAND

9.22 148% 79% 21% 57%

MILLION

53.91 40.36 52.41 61.71 64.71


19% 4% 1% 2%
3% 5% 2% 3%
PANAMA
156
JAN DIGITAL IN PANAMA

4.13 2.89 2.30 5.85 2.00

67% 70% 56% 142% 48%


+3% +10% +4% +5%


4.13 49.9% 50.1% +1.6% 29.5

MILLION YEARS OLD

67% $23,053 95% 94% 96%

JAN INTERNET USE

2.89 70% 2.51 61%

MILLION MILLION

2.80 2.23 1.80 2.23


55% 43% 2% 0.23%

+5% -4% -26% +64%

01 GOOGLE.COM 7M 32S 8.56 11 INSTAGRAM.COM 5M 23S 3.34
02 YOUTUBE.COM 8M 18S 4.79 12 TVN-2.COM 6M 31S 3.29
03 FACEBOOK.COM 10M 21S 4.00 13 WIKIPEDIA.ORG 4M 16S 3.31
04 MIDIARIO.COM 9M 33S 2.80 14 LAESTRELLA.COM.PA 6M 07S 3.06
05 PRENSA.COM 9M 40S 2.95 15 BGENERAL.COM 4M 45S 2.59
06 ENCUENTRA24.COM 12M 39S 10.70 16 YAHOO.COM 4M 02S 3.61
07 LIVE.COM 4M 03S 3.41 17 TWITTER.COM 6M 21S 3.21
08 AMAZON.COM 8M 29S 8.62 18 EBAY.COM 9M 41S 7.22
09 GOOGLE.COM.PA 3M 37S 4.58 19 ELSIGLO.COM.PA 7M 12S 3.90
10 TELEMETRO.COM 8M 26S 5.66 20 BLOGSPOT.COM 2M 38S 2.12
01 PANAMA 100 11 MP3 4
02 FACEBOOK 21 12 INSTAGRAM 4
03 TRADUCTOR 16 13 GMAIL 4
04 YOUTUBE 13 14 WHATSAPP 4
05 GOOGLE 11 15 OLX 3
06 IMAGENES 11 16 JUEGOS 3
07 MUSICA 8 17 TRADUCTOR ESPAÑOL INGLES 3
08 BANCO GENERAL 7 18 YOU 3
09 HOTMAIL 6 19 NOTICIAS 3
10 DESCARGAR MUSICA 4 20 TIEMPO 3
2.30 56% 2.00 48%

MILLION MILLION

2.30 +10% 87% 50% 50%

MILLION

+0.04% 9.0% 5.5% 45.5% 25.3%
3.04% 2.74% 3.93% 2.67% 2.49%

1.30 31% 52% 48%

MILLION

5.85 142% 86% 14% 49%

MILLION

64.08 52.29 59.94 73.77 72.91


44% 10% 2% 6%
9% 11% 6% 7%
MORE INFORMATION
173
CLICK THE LINKS BELOW TO READ AND DOWNLOAD THE FULL SET OF
2018 GLOBAL DIGITAL REPORTS, AND ACCESS ADDITIONAL INSIGHTS
AND RESOURCES FROM BOTH HOOTSUITE AND WE ARE SOCIAL:
CLICK HERE TO ACCESS CLICK HERE TO ACCESS

WE ARE SOCIAL’S RESOURCES HOOTSUITE’S RESOURCES
2
SPECIAL THANKS: GLOBALWEBINDEX
GlobalWebIndex is the leading provider of audience profiling
data to agencies, publishers and brands worldwide.
90% GLOBAL QUARTERLY DATA COLLECTION CROSS-DEVICE

COVERAGE ACROSS 42 MARKETS COVERAGE
Sign up for free: http://www.globalwebindex.net/
3
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
4
SPECIAL THANKS: STATISTA
Statista is one of the world’s largest online statistics databases. Its Digital
Market Outlook products provide forecasts, detailed market insights, and key
indicators on 8 digital verticals including e-commerce, digital media, advertising,
and smart home with 33 segments across more than 50 regions and countries.
78% OF GLOBAL 50 DIGITAL 90% OF WORLDWIDE MORE THAN 30,000

INTERNET POPULATION ECONOMIES ECONOMIC POWER INTERACTIVE STATISTICS
Learn more about Statista’s Digital Market Outlook at http://www.statista.com/
5
SPECIAL THANKS: LOCOWISE
Locowise is a social media performance measurement
platform that helps agencies to manage clients,
produce and prove value, and win new business.
CUSTOM REPORT CAMPAIGN INSIGHTS FROM ALL PREDICTIVE

BUILDER WITH OVER ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE
300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY
Find out more: https://locowise.com/
6
SPECIAL THANKS: SIMILARWEB
SimilarWeb is the pioneer of market intelligence and the standard for
understanding the digital world. SimilarWeb provides granular insights
about any website or app across all industries in every region.
WEB APP GLOBAL GRANULAR

INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS
Find out more: http://similarweb.com/
7
SPECIAL THANKS: APPANNIE
App Annie delivers the most trusted app market data for businesses to
succeed in the global app economy. Over 1 million registered members rely
on App Annie to better understand the app market, and how to improve user
acquisition strategies (paid and ASO), retention, product development to
further grow their businesses, and leverage the opportunities around them.
1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED

REGISTERED USERS DATA 150 COUNTRIES SERVICE & SUPPORT
Find out more: http://www.appannie.com/

8
SPECIAL THANKS: KLEAR
Klear is a big data search engine for influencers. Klear
is trusted by the world’s leading brands and agencies
to help build, scale, and measure influencer programs.
GLOBAL COVERAGE, 500 MILLION 60,000 INFLUENCE FULL INFLUENCER

DOWN TO CITY LEVEL PROFILES CATEGORIES CAMPAIGN SOLUTION
Find out more: http://klear.com/
9
SPECIAL THANKS
We’d also like to offer our thanks to the following data providers for
publishing much of the remaining data included in this year’s reports:
GOOGLE STATCOUNTER OOKLA ALEXA ERICSSON
Lastly, a big thank you to the The Noun Project, who

supply and inspire the icons we use in these reports.
10
DATA SOURCES USED IN THIS REPORT & NOTES ON METHODOLOGIES
POPULATION DATA: United Nations World Population Test (December 2017). Website rankings from 2018). Mobile app rankings and app usage insights
Prospects, 2017 Revision; US Census Bureau (accessed SimilarWeb (Q4 2017) and Alexa (December 2017). taken from App Annie’s 2017 Retrospective and Why
January 2018); United Nations World Urbanization Google search query rankings from Google Trends You Mobile Strategy Needs Apps reports – for more
Prospects, 2014 Revision. Literacy rates from UNESCO (data for 12 months to January 2018). Frequency of details, visit http://bit.ly/AppAnnie2017.
(accessed January 2018). GDP data from World Bank use and TV viewing habits from Google Consumer
(accessed January 2018). Median age data from US Barometer (accessed January 2018)**. E-COMMERCE DATA: Statista Digital Market Outlook,
Census Bureau (accessed January 2018). e-Commerce, e-Travel, and digital media industry
SOCIAL MEDIA AND MOBILE SOCIAL MEDIA DATA: reports (accessed January 2018). For more info, visit
DIGITAL DEVICE OWNERSHIP DATA: Google Consumer Latest reported monthly active user numbers from http://www.statista.com. GlobalWebIndex (Q2 & Q3
Barometer (accessed January 2018)**. Facebook, Tencent, VKontakte, LINE, Kakao, Google, 2017)*; Google Consumer Barometer (accessed
Sina, Twitter, Skype, Yahoo!, Viber, Baidu, and Snap, January 2018)**.
DIGITAL ATTITUDES DATA: GlobalWebIndex (Q2 & Q3 as quoted directly in company documents, or as
2017)*; Google Consumer Barometer (accessed reported by reputable media (all latest data available FINANCIAL INCLUSION DATA: World Bank Global
January 2018)**. at time of publishing in January 2018). Time spent on Financial Inclusion (accessed January 2018).
social media from GlobalWebIndex (Q2 & Q3 2017)*.
INTERNET USER DATA: InternetWorldStats (accessed Facebook and Instagram age and gender figures NOTES: Some ‘annual growth’ figures are calculated
January 2018); ITU, Individuals Using the Internet, extrapolated from Facebook data (January 2018). using the data reported in Hootsuite and We Are
2016; Eurostat online database, Individuals – internet Facebook reach and engagement data from Locowise; Social’s Digital in 2017 report: http://bit.ly/GD2017GO.
use (accessed January 2018); CIA World Factbook data represents monthly averages for full-year 2017.
(accessed January 2018); Northwestern University in *GlobalWebIndex manages a panel of more than 18
Qatar, Media use in the Middle East, 2017 (accessed MOBILE PHONE USERS, MOBILE CONNECTIONS, AND million connected consumers, collecting data every
January 2018); national government and regulatory MOBILE BROADBAND DATA: Latest reported global and quarter across 40 countries around the world, and
body websites; government officials cited in reputable national data from GSMA Intelligence (Q4 2017); representing 90% of the global internet population.
media. Mobile internet use data from GlobalWebIndex extrapolated global data from GSMA Intelligence Visit http://www.globalwebindex.net for more details.
(Q2 & Q3 2017)* and extrapolation of data from (January 2018); Ericsson Mobility Report (November
Facebook (January 2018). Time spent, and mobile **Google’s Consumer Barometer polls a nationally
2017). Usage data extrapolated from GlobalWebIndex representative total population (online & offline) aged
internet usage and penetration data extrapolated (Q2 & Q3 2017)*; Google Consumer Barometer
from GlobalWebIndex (Q2 & Q3 2017)*. Share of web 16+ in each country surveyed except in Argentina,
(accessed January 2018)**. GSMA Intelligence Mobile
traffic data from StatCounter (January 2018). Brazil, China, India, Japan, South Korea, Malaysia,
Connectivity Index (accessed January 2018): Mexico, Philippines, Vietnam, and the USA, where the
Frequency of internet use data from Google http://www.mobileconnectivityindex.com/
Consumer Barometer (accessed January 2018)**. sample base is aged 18+. For more details, visit
Smartphone Life Management Activity data from http://www.consumerbarometer.com/.
Internet connection speed data from Ookla’s Speed Google Consumer Barometer (accessed January
11
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
This report uses data from a wide variety of organisation using the same methodology numbers are published less frequently. As a
sources, including market research agencies, and approach in each wave. result, there are a number of countries in this
internet and social media companies, report where the number of social media
Similarly, reports of internet user numbers
governments and public bodies, news media, users equals the number of internet users.
vary considerably between different sources,
journalists, and our own internal analysis.
due to the complex nature of collecting this It’s unlikely that 100 percent of internet users
Wherever possible, we’ve prioritised data data. In part, this is because there are fewer in any given country will use the same social
sources that provide broader geographical commercial imperatives for governments and media platform though, so in cases where
coverage, in order to minimise the potential regulators to collect and publish regular internet and social media user numbers are
variations between data points, and offer internet user data compared to, for example, the same, it’s likely that the actual number of
more reliable comparison across countries. the regular user number updates published internet users will be higher than the number
However, where we believe that an individual by social media companies, who depend on we’ve reported.
metric provides a more reliable reference, such data to sell their products and services.
Lastly, in some instances in this year’s report,
we’ve used such individual numbers to
However, the latest user numbers published metrics may have decreased year-on-year
ensure the most accurate reporting.
by these companies can be a useful proxy for due to corrections in the source data, actual
Furthermore, due to differing data collection the number of internet users in countries declines in user numbers, and changes in the
and preparation methodologies used by where no other reliable data are available, primary data source we’ve used in our
these organisations, as well as the different because all active social media users must reporting due to reasons such as increased
sample periods during which the data were have an active internet connection in order reliability, or the non-availability of updated
collected, there may be significant to access social media. numbers from previous providers.
differences in the reported metrics for similar
Because of this, on occasion, we’ve used the If you have any questions about specific
data points throughout this report.
latest monthly active user data from social data points in these reports, or if you’d like to
In particular, data collected via surveys often media companies to inform our internet user offer your organisation’s data for
vary from one report to another, even if those numbers, especially in less-developed consideration in future reports, please email
data have been collected by the same economies, where ‘official’ internet user our reports team: info@kepios.com
12
DISCLAIMER AND IMPORTANT NOTES
This report has been compiled by We Are analyses and technical notes that relate to anyone else for any direct, indirect, punitive,
Social Ltd (“We Are Social”) and Hootsuite various geographical territories around the incidental, special, consequential, exemplary
Inc. (“Hootsuite”) for informational purposes world, however reference to these territories or similar loss or damage, or loss or damage
only, and relies on data from a wide variety and any associated elements (including of any kind, suffered by you or anyone else
of sources, including but not limited to public names and flags) does not imply the as a result of any use, action or decision
and private companies, market research expression of any opinion whatsoever on the taken by you or anyone else in any way
firms, government agencies, NGOs, and part of We Are Social, Hootsuite or any of the connected to this report or the information
private individuals. While We Are Social and featured brands, nor any of those contained herein, or the result(s) thereof,
Hootsuite strive to ensure that all data and organisations’ partners, affiliates, employees even if advised of the possibility of such loss
charts contained in this report are, as at the or agents, concerning the legal status of any or damage.
time of publishing, accurate and up-to-date, country, territory, city or area or of its
This report may contain references to third
neither We Are Social nor Hootsuite shall be authorities, or concerning the delimitation of
parties, however this report does not endorse
responsible for any errors or omissions its frontiers or boundaries. This report is
any such third parties or their products or
contained in this report, or for the results provided with the understanding that it does
services, nor is this report sponsored,
obtained from its use. not constitute professional advice or services
endorsed or associated with such third
of any kind and should therefore not be
All information contained in this report is parties. Except for those portions of this
substituted for independent investigations,
provided "as is", with no guarantee report relating to Hootsuite, this report and
thought or judgment.
whatsoever of its accuracy, completeness, any opinions contained herein have been
correctness or non-infringement of third- Accordingly, neither We Are Social, Hootsuite prepared by We Are Social and have not
party rights and without warranty of any nor any of the brands or organisations been specifically approved or disapproved
kind, express or implied, including without featured or cited herein, nor any of their by Hootsuite. This report is subject to change
limitation, warranties of merchantability or partners, affiliates, group companies, without notice. To ensure you have the most
fitness for any particular purpose. This report employees or agents shall, to the fullest up-to-date version of this report, please visit
contains data, tables, figures, maps, flags, extent permitted by law, be liable to you or http://bit.ly/GD2018GO
13
Hootsuite is the most widely used social media
management platform, trusted by more than
16 million people and employees at
80 percent of the Fortune 1000.
Hootsuite's unparalleled expertise, customer insights

at scale, and collaborative ecosystem uniquely help
people and organisations succeed with social.
To learn more, visit http://www.hootsuite.com.
14
We are a global agency. We deliver world-class
creative ideas for forward-thinking brands.
We believe in people before platforms, and the
power of social insight to drive business value.
We call this social thinking.
We’re already helping many of the world’s

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help you too, visit http://wearesocial.com.
15
SIMON KEMP
@ESKIMON
INFO@KEPIOS.COM
KEPIOS.COM
16

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DIGITAL IN 2018 IN

BERMUDA BELIZE ARUBA ANGUILLA BRAZIL ARGENTINA

TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

7.593 4.021 3.196 5.135 2.958

55% 53% 42% 68% 39%

INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

+7% +13% +4% +14%

+248 MILLION +362 MILLION +218 MILLION +360 MILLION

GLOBAL SOUTH 69%

GLOBAL SOUTH 55%

GLOBAL SOUTH 110%

FACEBOOK MESSENGER (72)

ANDROID MESSENGER (1)

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

378.6 210.0 210.0 379.7 200.0

44% 55% 55% 100% 53%

INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

+17% +17% +3% +25%

+30 THOUSAND +30 THOUSAND +10 THOUSAND +40 THOUSAND

TOTAL FEMALE MALE ANNUAL CHANGE IN MEDIAN

378.6 50.2% 49.8% +2.1% 23.0

POPULATION LIVING GDP PER LITERACY FEMALE MALE

44% $8,478 83% 83% 82%

TOTAL NUMBER INTERNET USERS AS A TOTAL NUMBER MOBILE INTERNET USERS

210.0 55% 200.0 53%

INTERNET ITU (INTERNATIONAL INTERNET CIA WORLD

167.0 168.7 165.0 168.8

LAPTOPS & MOBILE TABLET OTHER

47% 44% 9% 0.16%

+8% -9% +14% +78%

# WEBSITE TIME PAGES # WEBSITE TIME PAGES

01 GOOGLE.COM.BZ 9M 32S 8.35 11 DELOTON.COM 1M 02S 1.52

02 YOUTUBE.COM 8M 18S 4.79 12 XENEGRADE.COM 8M 36S 3.60

03 GOOGLE.COM 7M 32S 8.56 13 EBAY.COM 9M 41S 7.22

04 FACEBOOK.COM 10M 21S 4.00 14 IQOPTION.COM 1M 25S 1.24

05 YAHOO.COM 4M 02S 3.61 15 INSTAGRAM.COM 5M 23S 3.34

06 AMAZON.COM 8M 29S 8.62 16 THEPIRATEBAY.ORG 4M 25S 6.17

07 WIKIPEDIA.ORG 4M 16S 3.31 17 PORNHUB.COM 8M 29S 3.19

08 LIVE.COM 4M 03S 3.41 18 BONGACAMS.COM 4M 22S 2.03

09 ATLABANK.COM 10M 48S 7.80 19 NETFLIX.COM 2M 04S 1.79

10 PROVIDR.COM 3M 40S 3.26 20 REDDIT.COM 15M 46S 10.05

# QUERY INDEX # QUERY INDEX

01 FACEBOOK 100 11 WEATHER 13

03 FACEBOOK LOGIN 49 13 GMAIL 10

04 YOUTUBE 34 14 BELIZE NEWS 10

10 JUICE MP3 13 20 GAMES 6

210.0 55% 200.0 53%

TOTAL NUMBER OF ANNUAL CHANGE IN PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF

210.0 +17% 95% 52% 48%

27 SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018.

+0.05% 19.1% 8.8% 17.0% 32.9%

5.49% 7.24% 5.42% 5.61% 2.20%

TOTAL NUMBER OF ACTIVE INSTAGRAM FEMALE USERS AS A MALE USERS AS A

54.00 14% 56% 44%

TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

379.7 100% 79% 21% 44%

OVERALL COUNTRY MOBILE NETWORK AFFORDABILITY OF CONSUMER AVAILABILITY OF RELEVANT

64.45 58.91 52.79 72.85 76.13

HAS A BANK HAS A MAKES AND / OR RECEIVES MAKES ONLINE PURCHASES

48% 11% [N/A] 5%

TOTAL INTERNET ACTIVE SOCIAL MOBILE ACTIVE MOBILE

4.93 4.29 3.40 8.64 3.20

79% 87% 69% 175% 65%