Looking Ahead: What 2023 Holds for Digital

LOOKING AHEAD TO KEY DIGITAL THEMES IN 2023 AND BEYOND
WHAT 2023 HOLDS

THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022

@ESKIMON
6
ESSENTIAL DIGITAL THEMES
FOR 2023 AND BEYOND

9
7.98 5.34 5.03 4.70
BILLION BILLION BILLION BILLION
57.0% 66.9% 63.1% 59.0%
URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES. THE U.N. REVISED
ITS POPULATION DATA SINCE OUR PREVIOUS REPORT, WHICH MAY AFFECT ALL VALUES THAT COMPARE DIGITAL ACTIVITY TO POPULATION, AND MAY RESULT IN APPARENT DECREASES IN DIGITAL ADOPTION.
HOWEVER, WE ADVISE CAUTION WHEN INTERPRETING ANY CHANGES IN THESE COMPARATIVE FIGURES, BECAUSE ANY SUCH CHANGE MAY BE SOLELY THE RESULT OF REVISIONS TO POPULATION DATA.
GLOBAL OVERVIEW
OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES
ESSENTIAL DIGITAL HEADLINES
JUL
2022
9

10
+0.8% +1.8% +3.7% +5.1%
+66 MILLION +93 MILLION +178 MILLION +227 MILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND
EARNINGS REPORTS; OCDH; TECHRASA; KEPIOS ANALYSIS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT
ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SOURCE AND BASE CHANGES.
GLOBAL OVERVIEW
CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME
DIGITAL GROWTH
JUL
2022
10

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022).
11
CURRENT GROWTH IS QUITE A LOT SLOWER THAN
THE PEAK RATES WE SAW AT THE HEIGHT OF COVID

@ESKIMON
12
THE OUTLOOK FOR GLOBAL
DIGITAL GROWTH IN 2023
#1

SOURCES: KEPIOS ANALYSIS (SEP 2022) BASED ON DATA FROM THE ITU; GSMA INTELLIGENCE; GWI; EUROSTAT; CIA WORLD FACTBOOK; CNNIC; APJII; VARIOUS GOVERNMENT BODIES.
FIRST
WEBSITE
13
2.6
4.3
6.9
10
21
39
78
121
189
283
416
505
668
784
917
1,040
1,166
1,383
1,578
1,763
1,990
2,177
2,431
2,692
2,916
3,282
3,640
3,950
4,212
4,418
4,758
4,950
5,003
JAN
1991
JAN
1992
JAN
1993
JAN
1994
JAN
1995
JAN
1996
JAN
1997
JAN
1998
JAN
1999
JAN
2000
JAN
2001
JAN
2002
JAN
2003
JAN
2004
JAN
2005
JAN
2006
JAN
2007
JAN
2008
JAN
2009
JAN
2010
JAN
2011
JAN
2012
JAN
2013
JAN
2014
JAN
2015
JAN
2016
JAN
2017
JAN
2018
JAN
2019
JAN
2020
JAN
2021
JAN
2022
JUL
2022
GLOBAL OVERVIEW
NUMBER OF GLOBAL INTERNET USERS (IN MILLIONS)
INTERNET USERS OVER TIME
SEP
2022
DATAREPORTAL

14
CURRENT TRENDS SUGGEST THAT 2 IN 3 PEOPLE
ON EARTH WILL BE ONLINE BY THE END OF 2023

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING TV AUDIENCE DATA FROM STATISTA (ACCESSED SEP 2022).
15
BY LATE 2023, THE ONLINE POPULATION SHOULD
BE ALMOST AS BIG AS THE GLOBAL TV AUDIENCE

@ESKIMON • SOURCES: STATISTA (ACCESSED SEP 2022); KEPIOS ANALYSIS (SEP 2022)
16
5.03 BILLION
GLOBAL INTERNET USERS
5.41 BILLION
THE INTERNET IS ALMOST AS BIG AS TV
GLOBAL TELEVISION AUDIENCE
vs

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM STATISTA (ACCESSED SEP 2022).
17
CURRENT GROWTH RATES SUGGEST THESE TWO
AUDIENCES WILL BE EQUAL BY THE END OF 2023

18
MEANWHILE, MORE THAN 75% OF ELIGIBLE (13+)
AUDIENCES ALREADY USE SOCIAL MEDIA TODAY

19
TRENDS SUGGEST WE’LL SEE CLOSE TO 5 BILLION
SOCIAL MEDIA USERS BY THE END OF 2023

21
IT’S BECOMING INCREASINGLY DIFFICULT TO
CONNECT THE WORLD’S “UNCONNECTED”

22
IT’S UNLIKELY THAT WE’LL EVER REACH 100%
INTERNET CONNECTIVITY AROUND THE WORLD

23
FOR STARTERS, THERE MAY ALWAYS BE SOME
PEOPLE WHO CHOOSE NOT TO USE THE INTERNET

24
HOWEVER, VARIOUS CHALLENGES ALSO REMAIN
FOR PEOPLE WHO DO WANT TO COME ONLINE

25
CHAD 19.9% 8.4% 46.2% 12.1%
PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2%
MADAGASCAR 22.7% 26.9% 53.4% 12.3%
GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2%
SIERRA LEONE 23.1% 22.7% 63.8% 16.5%
AFGHANISTAN 23.2% 97.7% 75.1% 50.5%
MOZAMBIQUE 24.2% 29.6% 63.4% 37.2%
UGANDA 24.3% 41.3% 55.9% 19.8%
TANZANIA 25.0% 37.7% 60.7% 31.8%
ETHIOPIA 25.0% 48.3% 49.6% 8.9%
NORTH KOREA1
<0.1% 49.4% 93.8% 84.7%
ERITREA 8.0% 50.4% 51.8% 11.9%
COMOROS 8.5% 84.0% 80.2% 35.9%
CENTRAL AFRICAN REPUBLIC 10.4% 14.3% 37.2% 14.1%
SOUTH SUDAN 11.4% 6.7% 41.0% 15.8%
SOMALIA 14.1% 36.0% 56.5% 39.3%
NIGER 14.8% 18.8% 46.9% 14.8%
BURUNDI 15.1% 11.1% 62.2% 45.7%
DEM. REP. OF THE CONGO 17.9% 19.1% 46.0% 15.4%
MALAWI 19.8% 11.2% 70.0% 26.6%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
SOURCES: ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. DEFINITIONS: “BASIC DRINKING WATER”:
PERCENTAGE OF THE TOTAL POPULATION THAT DRINKS WATER FROM AN IMPROVED SOURCE, PROVIDED COLLECTION TIME IS NOT MORE THAN 30 MINUTES FOR A ROUND TRIP. “BASIC SANITATION SERVICES”:
PERCENTAGE OF THE TOTAL POPULATION USING IMPROVED SANITATION FACILITIES THAT ARE NOT SHARED WITH OTHER HOUSEHOLDS. NOTE: (1) THE INTERNET (AT LEAST AS THE REST OF THE WORLD KNOWS
IT) REMAINS BLOCKED FOR EVERYDAY CITIZENS IN NORTH KOREA.
GLOBAL OVERVIEW
COMPARING LEVELS OF INTERNET ADOPTION WITH ACCESS TO EVERYDAY LIFE ESSENTIALS
LOW LEVELS OF INTERNET ADOPTION IN CONTEXT
APR
2022
25

25
CHAD 19.9% 8.4% 46.2% 12.1%
PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2%
MADAGASCAR 22.7% 26.9% 53.4% 12.3%
GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2%
SIERRA LEONE 23.1% 22.7% 63.8% 16.5%
AFGHANISTAN 23.2% 97.7% 75.1% 50.5%
MOZAMBIQUE 24.2% 29.6% 63.4% 37.2%
UGANDA 24.3% 41.3% 55.9% 19.8%
TANZANIA 25.0% 37.7% 60.7% 31.8%
ETHIOPIA 25.0% 48.3% 49.6% 8.9%
NORTH KOREA1
<0.1% 49.4% 93.8% 84.7%
ERITREA 8.0% 50.4% 51.8% 11.9%
COMOROS 8.5% 84.0% 80.2% 35.9%
SOUTH SUDAN 11.4% 6.7% 41.0% 15.8%
SOMALIA 14.1% 36.0% 56.5% 39.3%
NIGER 14.8% 18.8% 46.9% 14.8%
BURUNDI 15.1% 11.1% 62.2% 45.7%
MALAWI 19.8% 11.2% 70.0% 26.6%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
GLOBAL OVERVIEW
APR
2022
26

25
CHAD 19.9% 8.4% 46.2% 12.1%
PAPUA NEW GUINEA 20.8% 63.5% 45.3% 19.2%
MADAGASCAR 22.7% 26.9% 53.4% 12.3%
GUINEA-BISSAU 22.9% 31.0% 59.0% 18.2%
SIERRA LEONE 23.1% 22.7% 63.8% 16.5%
AFGHANISTAN 23.2% 97.7% 75.1% 50.5%
MOZAMBIQUE 24.2% 29.6% 63.4% 37.2%
UGANDA 24.3% 41.3% 55.9% 19.8%
TANZANIA 25.0% 37.7% 60.7% 31.8%
ETHIOPIA 25.0% 48.3% 49.6% 8.9%
NORTH KOREA1
<0.1% 49.4% 93.8% 84.7%
ERITREA 8.0% 50.4% 51.8% 11.9%
COMOROS 8.5% 84.0% 80.2% 35.9%
SOUTH SUDAN 11.4% 6.7% 41.0% 15.8%
SOMALIA 14.1% 36.0% 56.5% 39.3%
NIGER 14.8% 18.8% 46.9% 14.8%
BURUNDI 15.1% 11.1% 62.2% 45.7%
MALAWI 19.8% 11.2% 70.0% 26.6%
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
LOCATION
INTERNET
ADOPTION
ACCESS TO
ELECTRICITY
BASIC
DRINKING
WATER
BASIC
SANITATION
SERVICES
GLOBAL OVERVIEW
APR
2022
27

29
EXPECT TO SEE DIGITAL USER GROWTH SLOW IN
2023 COMPARED WITH RECENT GROWTH RATES

@ESKIMON
30
THE TIME PEOPLE
SPEND ONLINE
#2

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022).
31
THE TYPICAL USER ALREADY SPENDS MORE THAN
40% OF THEIR WAKING LIFE USING THE INTERNET

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM GWI (Q1 2022).
32
1.43 BILLION YEARS

34
THE AMOUNT OF TIME EACH PERSON SPENDS
ONLINE EACH DAY REMAINS RELATIVELY STABLE

24
06:42 06:55 06:55 06:56 06:55 06:57 06:57 06:53 06:49
+3.2% 0% +0.2% -0.2% +0.5% 0% -1.0% -1.0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: GWI (Q1 2020 TO Q1 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
THE AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY
DAILY TIME SPENT USING THE INTERNET
JUL
2022
35

37
NEW ONLINE ACTIVITIES MAY NOW CANNIBALISE
EXISTING DIGITAL HABITS, NOT OFFLINE ACTIVITIES

39
ENDURING SUCCESS WILL INCREASINGLY DEPEND
ON DELIVERING TANGIBLE VALUE, NOT JUST SCALE

@ESKIMON
40
THIS IS PARTICULARLY RELEVANT TO BUSINESS
MODELS THAT FOCUS ON INTERRUPTIVE ADS

@ESKIMON
41
PEOPLE MAY BECOME INCREASINGLY IRRITATED BY
INTERRUPTIONS THAT WASTE THEIR ONLINE TIME

@ESKIMON
42
RETHINKING HOW WE SEE
SOCIAL MEDIA PLATFORMS
#3

43
THE TIME USERS SPEND ON SOCIAL MEDIA HAS
ALSO REMAINED QUITE STABLE IN RECENT YEARS

116
02:23
02:30
02:25 02:22 02:24 02:27 02:28 02:29 02:29
+4.9% -3.3% -2.1% +1.4% +2.1% +0.7% +0.7% 0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2020 2020 2020 2020 2021 2021 2021 2021 2022
SOURCE: GWI (Q1 2020 TO Q1 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA
JUL
2022
44

46
THE MIX OF SOCIAL PLATFORMS THAT CAPTURE
THE LARGEST SHARE OF OUR TIME HAS CHANGED

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM DATA.AI (JUL 2022).
47
PEOPLE NOW SPEND CONSIDERABLY MORE TIME
ON TIKTOK THAN THEY DID A FEW MONTHS AGO

127
23.6 HOURS / MONTH
23.2 HOURS / MONTH
19.4 HOURS / MONTH
17.5 HOURS / MONTH
11.8 HOURS / MONTH
10.9 HOURS / MONTH
5.4 HOURS / MONTH
3.9 HOURS / MONTH
3.2 HOURS / MONTH
3.2 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
SOURCE: DATA.AI. NOTE: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES BETWEEN 01 JANUARY AND 31
MARCH 2022. FIGURES DO NOT INCLUDE DATA FOR CHINA, SO FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
GLOBAL OVERVIEW
AVERAGE TIME PER MONTH THAT GLOBAL USERS SPENT USING EACH PLATFORM’S ANDROID APP IN Q1 2022, ACCORDING TO DATA.AI
TIME USING SOCIAL APPS: DATA.AI DATA
JUL
2022
48

127
23.6 HOURS / MONTH
23.2 HOURS / MONTH
19.4 HOURS / MONTH
17.5 HOURS / MONTH
11.8 HOURS / MONTH
10.9 HOURS / MONTH
5.4 HOURS / MONTH
3.9 HOURS / MONTH
3.2 HOURS / MONTH
3.2 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
GLOBAL OVERVIEW
JUL
2022
49

50
BUT USAGE MOTIVATIONS VARY CONSIDERABLY
BETWEEN THE TOP SOCIAL MEDIA PLATFORMS

130
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
ENTERTAINING CONTENT
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
KEEP UP TO DATE WITH
NEWS AND CURRENT EVENTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
SOURCE: GWI (Q1 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: DOES NOT INCLUDE DATA FOR USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY
THAT THEY HAVE USED THE SOCIAL MEDIA PLATFORM DETAILED IN THE LEFTMOST COLUMN OF EACH ROW AT LEAST ONCE IN THE PAST MONTH, AND WHO ALSO SAY THAT THEY USE THAT PLATFORM FOR THE
ACTIVITY DETAILED IN THE ROW AT THE TOP OF EACH COLUMN. TABLE VALUES IN BOLD ORANGE TEXT IDENTIFY THE TOP VALUE IN EACH ROW, AND DENOTE THE MOST POPULAR ACTIVITY AMONGST USERS
OF EACH PLATFORM. (1) FIGURES FOR FACEBOOK INCLUDE FACEBOOK MESSENGER.
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE USERS OF EACH SOCIAL MEDIA PLATFORM AGED 16 TO 64 WHO SAY THEY USE THAT PLATFORM FOR EACH KIND OF ACTIVITY
SOCIAL MEDIA ACTIVITIES BY PLATFORM
JUL
2022
51

130
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
GLOBAL OVERVIEW
JUL
2022
52

130
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
GLOBAL OVERVIEW
JUL
2022
53

130
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
GLOBAL OVERVIEW
JUL
2022
54

130
SOCIAL MEDIA
PLATFORM
LOOK FOR FUNNY OR
FOLLOW OR RESEARCH
BRANDS AND PRODUCTS
MESSAGE FRIENDS
AND FAMILY
POST OR SHARE
PHOTOS OR VIDEOS
FACEBOOK1
55.1% 55.7% 60.1% 71.3% 64.5%
INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%
LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%
PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%
REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%
SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%
TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%
TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%
GLOBAL OVERVIEW
JUL
2022
55

@ESKIMON
56
SHOULD MARKETERS STILL BE COMPARING TIKTOK
WITH FACEBOOK, OR TWITTER WITH SNAPCHAT?

@ESKIMON
57
“Social” is a behaviour,
not a media channel.

58
EACH PLATFORM HAS A DIFFERENT FUNCTIONAL
AND EMOTIONAL ROLE IN PEOPLE’S LIVES

@ESKIMON
60
WE NEED TO RECALIBRATE OUR VOCABULARY,
AS WELL AS HOW WE DIVIDE MEDIA BUDGETS

@ESKIMON • SOURCES: GWI (Q1 2022); SENSOR TOWER (JUL 2022). NOTE: FIGURES REPRESENT GLOBAL AVERAGES. ADVISORY: DATA ARE FROM DIFFERENT SOURCES, SO ARE NOT COMPARABLE ON A LIKE-FOR-LIKE BASIS.
61
0H 51M
INSTAGRAM
1H 35M
TIKTOK
1H 30M
STREAMING TV (E.G. NETFLIX)
1H 55M
LINEAR (BROADCAST) TV
DAILY TIME SPENT WITH DIFFERENT KINDS OF MEDIA

@ESKIMON
62
REALITY: THE OPTIMUM APPROACH DEPENDS ON
THE BRAND, THE AUDIENCE, AND OUR OBJECTIVES

@ESKIMON
64
Divide your budgets based
on what unites your audience

@ESKIMON
65
BUILD CHANNEL PLANS AROUND AUDIENCES’
DESIRED OUTCOMES, NOT MEDIA “BUCKETS”

66
BUT “TANGIBLE VALUE” IS ALSO RESHAPING HOW
PEOPLE SPEND THEIR MONEY, NOT JUST THEIR TIME

@ESKIMON
67
THE RISE AND
FALL OF NFTS
#4

85
28.6% 39.2% 32.2%
HEARD OF THE TERM ‘NFT’ AND
UNDERSTAND WHAT AN NFT IS
HEARD OF THE TERM ‘NFT’, BUT
STILL NOT SURE WHAT AN NFT IS
NOT HEARD OF
NFTS BEFORE
SOURCE: GWI ZEITGEIST (APRIL 2022). *NOTES: FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64 ACROSS 9 COUNTRIES AROUND THE WORLD.
SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
PERCENTAGE OF SURVEY RESPONDENTS* WHO AGREED WITH EACH STATEMENT
AWARENESS OF NFTS
JUL
2022
68

85
28.6% 39.2% 32.2%
HEARD OF THE TERM ‘NFT’ AND
UNDERSTAND WHAT AN NFT IS
HEARD OF THE TERM ‘NFT’, BUT
STILL NOT SURE WHAT AN NFT IS
NOT HEARD OF
NFTS BEFORE
SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
PERCENTAGE OF SURVEY RESPONDENTS* WHO AGREED WITH EACH STATEMENT
AWARENESS OF NFTS
JUL
2022
69

86
26.7%
21.9%
16.5%
14.0%
10.9%
7.8%
2.2%
A TYPE OF CRYPTOCURRENCY
A FILE THAT ESTABLISHES PROOF OF OWNERSHIP OF A DIGITAL ASSET
A WAY OF RECORDING DIGITAL TRANSACTIONS
A DIGITAL IMAGE / OBJECT THAT PEOPLE CAN OWN
NONE OF THESE
A TYPE OF DIGITAL ART
OTHER
SEE GWI.COM FOR FULL DETAILS. ALL SURVEY RESPONDENTS COULD ANSWER THIS QUESTION, INCLUDING THOSE WHO HAD NOT PREVIOUSLY HEARD OF NFTS.
GLOBAL OVERVIEW
PERCENTAGE OF SURVEY RESPONDENTS* WHO IDENTIFIED EACH OPTION AS BEING THE “BEST” DESCRIPTION OF AN NFT
UNDERSTANDING OF NFTS
JUL
2022
70

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI ZEITGEIST (APR 2022).
71
TAKEAWAY: LESS THAN A QUARTER OF INTERNET
USERS ACTUALLY UNDERSTAND WHAT AN NFT IS

SOURCE: NONFUNGIBLE.COM (SEP 2022). NOTE: WALLETS MAY NOT REPRESENT UNIQUE INDIVIDUALS.
73
0
200,000
400,000
600,000
800,000
1,000,000
22 SEP
2020
22 OCT
2020
22 NOV
2020
22 DEC
2020
22 JAN
2021
22 FEB
2021
22 MAR
2021
22 APR
2021
22 MAY
2021
22 JUN
2021
22 JUL
2021
22 AUG
2021
22 SEP
2021
22 OCT
2021
22 NOV
2021
22 DEC
2021
22 JAN
2022
22 FEB
2022
22 MAR
2022
22 APR
2022
22 MAY
2022
22 JUN
2022
22 JUL
2022
22 AUG
2022
22 SEP
2022
03 DEC 2021:
1,020,524
22 SEP 2022:
199,874
GLOBAL OVERVIEW
THE NUMBER OF BLOCKCHAIN WALLETS THAT ENGAGED IN NFT TRADES IN THE PRECEDING 30-DAY PERIOD, ACCORDING TO NONFUNGIBLE.COM
WALLETS TRADING NFTS IN PRECEDING 30 DAYS
SEP
2022
DATAREPORTAL

SOURCES: FIGURE FOR THE NUMBER OF WALLETS TRADING NFTS VIA NONFUNGIBLE.COM (SEP 2022), BASED ON THE AVERAGE NUMBER OF WALLETS ENGAGED IN AN ACTIVE NFT TRADE IN THE PRECEDING 30 DAYS. FIGURE
FOR THE NUMBER OF PEOPLE LISTING TO PODCASTS VIA GWI (Q1 2022), BASED ON THE NUMBER OF INTERNET USERS AGED 16 TO 64 IN 48 OF THE WORLD’S LARGEST ECONOMIES WHO LISTENED TO A PODCAST IN THE
PAST WEEK (*NOTE: TOTAL GLOBAL NUMBER MAY BE HIGHER). FIGURE FOR UNIQUE VISITORS TO YAHOO.COM VIA SEMRUSH (JUL 2022). FIGURE FOR MONTHLY ACTIVE QUORA USERS VIA QUORA’S MARKETING RESOURCES
(ACCESSED AUG 2022). FIGURE FOR THE NUMBER OF TEENS AGED 13 TO 17 WHO SAW FACEBOOK ADS IN THE PAST 30 DAYS VIA META’S ADVERTISING RESOURCES (AUG 2022). NOTE: ALL FIGURES HAVE BEEN ROUNDED.
74
120,000,000
NUMBER OF TEENS AGED 13
TO 17 WHO SAW FACEBOOK
ADS IN THE PAST 30 DAYS
300,000,000
WORLDWIDE MONTHLY
VISITORS TO QUORA’S
WEBSITE AND / OR APP
477,000,000
PUTTING NFT TRADING INTO PERSPECTIVE
NUMBER OF UNIQUE
VISITORS TO YAHOO.COM
IN THE PAST 30 DAYS
560,000,000
NUMBER OF WORKING-AGE
ADULTS WHO LISTENED TO A
PODCAST IN THE PAST 7 DAYS*
200,000
NUMBER OF BLOCKCHAIN
WALLETS THAT TRADED
NFTS IN THE PAST 30 DAYS
2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS
2,385 : 1 vs. NFTS 600 : 1 vs. NFTS

75
120,000,000
300,000,000
WORLDWIDE MONTHLY
477,000,000
NUMBER OF UNIQUE
IN THE PAST 30 DAYS
560,000,000
200,000
WALLETS THAT TRADED
2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS
2,385 : 1 vs. NFTS 600 : 1 vs. NFTS

76
120,000,000
300,000,000
WORLDWIDE MONTHLY
477,000,000
NUMBER OF UNIQUE
IN THE PAST 30 DAYS
560,000,000
200,000
WALLETS THAT TRADED
2,800 : 1 vs. NFTS 1,500 : 1 vs. NFTS
2,385 : 1 vs. NFTS 600 : 1 vs. NFTS

78
DATA SUGGESTS THAT NFTS MAY BE A LOT LESS
POPULAR THAN MEDIA COVERAGE SUGGESTS

SOURCE: NONFUNGIBLE.COM (SEP 2022). NOTE: VALUES MAY INCLUDE MULTIPLE TRADES OF THE SAME NFT.
79
0
$1 BILLION
$2 BILLION
$3 BILLION
$4 BILLION
$5 BILLION
22 SEP
2020
22 OCT
2020
22 NOV
2020
22 DEC
2020
22 JAN
2021
22 FEB
2021
22 MAR
2021
22 APR
2021
22 MAY
2021
22 JUN
2021
22 JUL
2021
22 AUG
2021
22 SEP
2021
22 OCT
2021
22 NOV
2021
22 DEC
2021
22 JAN
2022
22 FEB
2022
22 MAR
2022
22 APR
2022
22 MAY
2022
22 JUN
2022
22 JUL
2022
22 AUG
2022
22 SEP
2022
04 SEP 2021:
$4.798 BILLION
22 SEP 2022:
$416 MILLION
GLOBAL OVERVIEW
CUMULATIVE MONTHLY VALUE OF ALL NFT TRADES IN THE PRECEDING 30 DAYS, ACCORDING TO NONFUNGIBLE.COM
VALUE OF NFTS TRADED IN PRECEDING 30 DAYS
SEP
2022
DATAREPORTAL

@ESKIMON
80
EVEN MORE
WORRYINGLY…

@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022), BASED ON DATA PUBLISHED BY NONFUNGIBLE.COM (APR 2022).
81
HALF OF THE VALUE OF NFT TRADES IN Q1 2022
COULD BE ATTRIBUTED TO “WASH TRADING”

@ESKIMON • SOURCE: BASED ON “WHAT IS NFT WASH TRADING?”, LEDGER.COM (JUN 2022).
82
Wash trading occurs when
traders buy and sell assets that
they already own – often multiple
times – in order to make those
assets appear more valuable.

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM NONFUNGIBLE.COM (SEP 2022).
88
EVEN IF NFTS LOOK ATTRACTIVE, MUCH OF THE
PURPORTED VALUE MAY BE SMOKE AND MIRRORS

89
IN ORDER TO ACHIEVE THEIR POTENTIAL, NFTS
MUST MOVE BEYOND SCAMS TO DELIVER UTILITY

@ESKIMON
90
WILL CRYPTO GO
MAINSTREAM?
#5

@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022), BASED ON DATA FROM GWI (Q1 2022).
91
OWNERSHIP OF CRYPTOCURRENCIES HAS
SURGED BY 50% OVER THE PAST YEAR

83
24.7%
23.6%
21.8%
21.3%
21.1%
21.0%
19.5%
19.3%
18.8%
18.4%
18.3%
17.2%
15.9%
15.9%
15.8%
15.7%
15.5%
15.4%
14.2%
14.1%
14.1%
13.1%
13.0%
12.5%
12.3%
12.1%
12.0%
11.8%
11.2%
10.8%
10.4%
10.3%
9.8%
9.8%
9.6%
9.3%
9.2%
9.2%
8.6%
7.9%
7.3%
7.2%
7.0%
6.0%
5.7%
5.5%
4.5%
3.8%
3.7%
TURKEY
ARGENTINA
SOUTH
AFRICA
THAILAND
PHILIPPINES
NIGERIA
SINGAPORE
BRAZIL
U.A.E.
INDONESIA
NETHERLANDS
INDIA
PORTUGAL
U.S.A.
VIETNAM
SOUTH
KOREA
MALAYSIA
HONG
KONG
SWITZERLAND
AUSTRALIA
CANADA
AUSTRIA
NEW
ZEALAND
COLOMBIA
IRELAND
WORLDWIDE
CZECHIA
DENMARK
SPAIN
GREECE
U.K.
MEXICO
GERMANY
TAIWAN
POLAND
BELGIUM
ROMANIA
SWEDEN
SAUDI
ARABIA
KENYA
ISRAEL
ITALY
FRANCE
EGYPT
JAPAN
CHINA
GHANA
RUSSIA
MOROCCO
SOURCE: GWI (Q1 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JUL
2022
92

83
24.7%
23.6%
21.8%
21.3%
21.1%
21.0%
19.5%
19.3%
18.8%
18.4%
18.3%
17.2%
15.9%
15.9%
15.8%
15.7%
15.5%
15.4%
14.2%
14.1%
14.1%
13.1%
13.0%
12.5%
12.3%
12.1%
12.0%
11.8%
11.2%
10.8%
10.4%
10.3%
9.8%
9.8%
9.6%
9.3%
9.2%
9.2%
8.6%
7.9%
7.3%
7.2%
7.0%
6.0%
5.7%
5.5%
4.5%
3.8%
3.7%
TURKEY
ARGENTINA
SOUTH
AFRICA
THAILAND
PHILIPPINES
NIGERIA
SINGAPORE
BRAZIL
U.A.E.
INDONESIA
NETHERLANDS
INDIA
PORTUGAL
U.S.A.
VIETNAM
SOUTH
KOREA
MALAYSIA
HONG
KONG
SWITZERLAND
AUSTRALIA
CANADA
AUSTRIA
NEW
ZEALAND
COLOMBIA
IRELAND
WORLDWIDE
CZECHIA
DENMARK
SPAIN
GREECE
U.K.
MEXICO
GERMANY
TAIWAN
POLAND
BELGIUM
ROMANIA
SWEDEN
SAUDI
ARABIA
KENYA
ISRAEL
ITALY
FRANCE
EGYPT
JAPAN
CHINA
GHANA
RUSSIA
MOROCCO
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN SOME FORM OF CRYPTOCURRENCY
OWNERSHIP OF CRYPTOCURRENCY
JUL
2022
93

94
HOWEVER, AS WITH NFTS, SPECULATION MAY BE
DISTRACTING FROM CRYPTO’S TRUE POTENTIAL

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON THE COMBINED MARKET CAP OF MAJOR GLOBAL STOCK INDICES.
95
CONTEXT: MANY FORMS OF INVESTMENT HAVE
SUFFERED BIG LOSSES OVER RECENT MONTHS

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON THE USD EXCHANGE RATES FOR BITCOIN AND ETHEREUM.
96
HOWEVER, INVESTMENTS IN CRYPTOCURRENCY
HAVE BEEN PARTICULARLY BADLY AFFECTED

SOURCE: GOOGLE FINANCE. NOTES: FIGURES REPRESENT THE PUBLISHED EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT 23:58 ON EACH DAY. INTRA-DAY TRADING VALUES MAY HAVE BEEN QUITE
DIFFERENT TO THE VALUE AT 23:58.
97
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
21 SEP
2020
21 OCT
2020
21 NOV
2020
21 DEC
2020
21 JAN
2021
21 FEB
2021
21 MAR
2021
21 APR
2021
21 MAY
2021
21 JUN
2021
21 JUL
2021
21 AUG
2021
21 SEP
2021
21 OCT
2021
21 NOV
2021
21 DEC
2021
21 JAN
2022
21 FEB
2022
21 MAR
2022
21 APR
2022
21 MAY
2022
21 JUN
2022
21 JUL
2022
21 AUG
2022
21 SEP
2022
08 NOV 2021:
$67,583
12 DEC 2020:
$18,812
21 SEP 2022:
$18,465
GLOBAL OVERVIEW
THE EXCHANGE RATE BETWEEN BITCOIN AND THE UNITED STATES DOLLAR AT THE END OF EACH TRADING DAY, AS PUBLISHED BY GOOGLE FINANCE
EQUIVALENT VALUE OF BITCOIN IN USD
SEP
2022
DATAREPORTAL

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GOOGLE FINANCE (ACCESSED SEP 2022).
98
THE BITCOIN-USD EXCHANGE RATE FLUCTUATED
BY 5% OR MORE ON 119 DAYS IN THE PAST 2 YEARS

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GOOGLE FINANCE (ACCESSED SEP 2022).
99
HOWEVER, THE VALUE OF BITCOIN INCREASED
BY 77% BETWEEN 21 SEP 2020 AND 21 SEP 2022

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM GWI (Q1 2022) AND VARIOUS OTHER SOURCES.
101
CRYPTOCURRENCIES HAVE SHOWN ENDURING
APPEAL WITH INDIVIDUALS AND INVESTORS

@ESKIMON
102
MY TAKE: CRYPTOCURRENCIES SHOULD
BE WITH US FOR THE LONG TERM

103
HOWEVER, IT MAY BE MANY YEARS BEFORE WE
START USING CRYPTO FOR EVERYDAY PAYMENTS

@ESKIMON
104
THE STATE OF
THE METAVERSE
#6

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS SOURCES INCLUDING ACTIVEPLAYER.IO (SEP 2022).
106
THERE’S ALREADY PLENTY OF EVIDENCE TO
DEMONSTRATE THE APPEAL OF VIRTUAL WORLDS

@ESKIMON • SOURCE: ACTIVEPLAYER.IO (SEP 2022). NOTE: FIGURES REPRESENT ESTIMATES BASED ON EXTRAPOLATIONS OF HISTORICAL DATA.
107
MINECRAFT
170 MILLION MONTHLY ACTIVE
PLAYERS, WITH A PEAK OF 17 MILLION
PLAYERS PER DAY IN THE PAST MONTH
ROBLOX
VIRTUAL WORLDS ALREADY ATTRACT LARGE AUDIENCES
FORTNITE

108
MINECRAFT
ROBLOX
FORTNITE

109
MINECRAFT
ROBLOX
FORTNITE

110
MINECRAFT
ROBLOX
FORTNITE

@ESKIMON
111
HOWEVER – AT LEAST FOR NOW – THE AVAILABLE
DATA SEEMS TO POINT TOWARDS A CLEAR TREND

112
METAVERSE
GAMING
=

113
BUT – DESPITE STEREOTYPES – THAT SHOULDN’T
DIMINISH THE METAVERSE’S POTENTIAL APPEAL

73
86.5% 85.0%
81.2%
75.6%
66.6%
89.2% 87.7%
84.7%
79.4%
67.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JUL
2022
114

73
86.5% 85.0%
81.2%
75.6%
66.6%
89.2% 87.7%
84.7%
79.4%
67.2%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
GLOBAL OVERVIEW
PERCENTAGE OF INTERNET USERS WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
JUL
2022
115

116
PEOPLE ALSO SPEND A CONSIDERABLE
AMOUNT OF TIME PLAYING VIDEO GAMES

74
01:52
01:50
01:46
01:30
01:29
01:27
01:26
01:24
01:20
01:19
01:16
01:15
01:12
01:12
01:11
01:11
01:09
01:07
01:05
01:04
01:02
00:59
00:58
00:56
00:55
00:55
00:54
00:52
00:52
00:50
00:50
00:47
00:47
00:46
00:44
00:44
00:41
00:40
00:40
00:40
00:37
00:34
00:31
00:31
00:26
SAUDI
ARABIA
THAILAND
EGYPT
PHILIPPINES
MEXICO
INDIA
U.A.E.
U.S.A.
VIETNAM
INDONESIA
MALAYSIA
SOUTH
AFRICA
CHINA
HONG
KONG
WORLDWIDE
AUSTRALIA
BRAZIL
U.K.
TURKEY
ARGENTINA
CANADA
COLOMBIA
SINGAPORE
NETHERLANDS
FRANCE
NEW
ZEALAND
TAIWAN
IRELAND
ISRAEL
DENMARK
GERMANY
POLAND
SPAIN
ITALY
GREECE
SWEDEN
ROMANIA
BELGIUM
PORTUGAL
SWITZERLAND
SOUTH
KOREA
RUSSIA
AUSTRIA
CZECHIA
JAPAN
GLOBAL OVERVIEW
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING A GAMES CONSOLE EACH DAY
DAILY TIME SPENT USING A GAMES CONSOLE
JUL
2022
117

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS NEWS ARTICLES AND COMPANY STATEMENTS.
118
THERE’S ALSO PLENTY OF EVIDENCE THAT IN-
GAME EXPERIENCES CAN BE HIGHLY APPEALING

@ESKIMON • SOURCE: BASED ON STATISTICS QUOTED IN COMPLEX (JAN 2022).
119
10.7 MILLION
ATTENDEES OF MARSHMELLO’S
LIVE CONCERT AND DJ GIG IN 2019
12 MILLION
FORTNITE EVENTS HAVE ATTRACTED 8-FIGURE AUDIENCES
ATTENDEES ON THE FIRST DAY OF TRAVIS SCOTT’S
THREE-DAY “ASTRONOMICAL” CONCERT IN 2020
&

120
HOWEVER, THE APPEAL OF VIRTUAL MEETINGS
WITH DISEMBODIED AVATARS REMAINS UNCLEAR

122
TO SUCCEED, VIRTUAL WORLDS LIKELY NEED TO
OFFER SOMETHING DISTINCT TO THE REAL WORLD

123
SOME PEOPLE WILL WANT TO ESCAPE REALITY,
SO REPLICATING IT ISN’T THE BIG OPPORTUNITY

124
TRENDS ALSO SUGGEST IT MAY TAKE TIME FOR
THE METAVERSE TO BREAK OUT BEYOND GAMING

@ESKIMON
126
THE FACTS ABOUT
FACEBOOK’S DEMISE
#7

@ESKIMON
127
“FACEBOOK IS DYING”

@ESKIMON • HEFFERNAN, V., “FACEBOOK EXODUS”, NEW YORK TIMES MAGAZINE, 26 AUG 2009.
129
Facebook Exodus
~ New York Times headline, 26 August 2009

@ESKIMON • HEFFERNAN, V., “FACEBOOK EXODUS”, NEW YORK TIMES MAGAZINE, 26 AUG 2009.
130
Facebook Exodus
~ New York Times headline, 26 August 2009

SOURCES: FACEBOOK COMPANY ANNOUNCEMENTS (JUL 2009 AND JUL 2010); META’S INVESTOR EARNINGS ANNOUNCEMENTS (JUL 2011 TO JUL 2022).
131
739
955
1,155
1,317
1,490
1,712
2,006
2,234
2,414
2,701
2,895 2,934
500
250
JUL
2009
JUL
2010
JUL
2011
JUL
2012
JUL
2013
JUL
2014
JUL
2015
JUL
2016
JUL
2017
JUL
2018
JUL
2019
JUL
2020
JUL
2021
JUL
2022
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN MILLIONS)
FACEBOOK’S ACTIVE USERS OVER TIME
SEP
2022
DATAREPORTAL

@ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (SEP 2022).
132
AND SOMEWHAT INCONVENIENTLY, THE LATEST
DATA STILL DON’T CORROBORATE THIS STORY

SOURCES: KEPIOS ANALYSIS OF (1) COMPANY ANNOUNCEMENTS OF MONTHLY ACTIVE USERS; (2) PLATFORMS’ SELF-SERVICE ADVERTISING RESOURCES; (3) IIMEDIA POLARIS.
ADVISORY: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12
MONTHS, SO FIGURES ARE LESS REPRESENTATIVE. BASE CHANGES AND METHODOLOGY CHANGES; DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
133
2,934
2,476
2,000
1,440
1,288
1,023
1,000
700
617
613
598
582
564
486
433
430
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
*
INSTAGRAM2
WECHAT1
TIKTOK2
FACEBOOK MESSENGER2
TELEGRAM1
SNAPCHAT2
DOUYIN3
KUAISHOU1
SINA WEIBO1
QQ1
TWITTER2
PINTEREST1
REDDIT1
*
QUORA1
*
GLOBAL OVERVIEW
RANKING OF SOCIAL MEDIA PLATFORMS BY GLOBAL ACTIVE USER FIGURES (IN MILLIONS)
THE WORLD’S MOST USED SOCIAL PLATFORMS
SEP
2022

@ESKIMON • SOURCES: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA PUBLISHED IN META’S Q2 2022 INVESTOR EARNINGS ANNOUNCEMENT (JUL 2022) AND IN META’S ADVERTISING RESOURCES (JUL 2022).
134
FACEBOOK’S MAUS DID DROP IN Q2, BUT THIS
WAS LARGELY DUE TO SANCTIONS ON RUSSIA

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), INCLUDING DATA FROM DATA.AI (JUL 2022) AND GWI (Q1 2022).
135
CRUCIALLY, VARIOUS THIRD-PARTY DATA POINTS
DEMONSTRATE FACEBOOK’S ENDURING VITALITY

244
01 ROBLOX ROBLOX
02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 SUBWAY SURFERS SYBO*
04 GARENA FREE FIRE SEA
05 LUDO KING GAMETION
06 MINECRAFT POCKET EDITION MICROSOFT
07 PUBG MOBILE TENCENT
08 CLASH ROYALE TENCENT
09 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
10 MOBILE LEGENDS: BANG BANG BYTEDANCE
01 FACEBOOK META
02 WHATSAPP META
03 INSTAGRAM META
04 FACEBOOK MESSENGER META
05 TIKTOK BYTEDANCE
06 TELEGRAM TELEGRAM
07 AMAZON AMAZON
08 TWITTER TWITTER
09 SPOTIFY SPOTIFY
10 NETFLIX NETFLIX
# MOBILE APP COMPANY # MOBILE GAME COMPANY
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN APRIL AND JUNE 2022, EXCLUDING PRE-INSTALLED APPS (E.G.
YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). DOES NOT INCLUDE DATA FOR CHINA. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE
IN JULY 2022.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY AVERAGE MONTHLY ACTIVE USERS BETWEEN APRIL AND JUNE 2022
DATA.AI APP RANKING: MONTHLY ACTIVE USERS
JUL
2022
136

SOURCE: GWI (Q1 2022). SEE GWI.COM FOR FULL DETAILS. NOTES: ONLY INCLUDES INTERNET USERS AGED 16 TO 64 WHO HAVE USED AT LEAST ONE SOCIAL MEDIA PLATFORM IN THE PAST MONTH. SURVEY
RESPONDENTS COULD CHOOSE FROM OTHER OPTIONS NOT SHOWN ON THIS CHART, SO VALUES MAY NOT SUM TO 100%. YOUTUBE IS NOT AVAILABLE AS AN ANSWER FOR THIS QUESTION IN GWI’S
SURVEY. WE REPORT GWI’S VALUES FOR TIKTOK IN CHINA SEPARATELY AS DOUYIN, AS PER BYTEDANCE’S CORPORATE REPORTING. COMPARABILITY: VALUES NOW REPRESENT SHARE OF ACTIVE SOCIAL MEDIA
USERS ONLY, RATHER THAN SHARE OF ALL INTERNET USERS. VERSIONS OF THIS CHART THAT FEATURED IN OUR PREVIOUS REPORTS DID NOT INCLUDE DATA FOR CHINA, SO VALUES ARE NOT COMPARABLE.
137
16.4%
15.0%
14.5%
11.8%
5.4%
5.3%
3.3%
2.7%
2.0%
1.9%
1.7%
1.6%
1.5%
1.3%
1.0%
1.0%
WHATSAPP
INSTAGRAM
FACEBOOK
WECHAT
TIKTOK
DOUYIN
TWITTER
FB MESSENGER
TELEGRAM
LINE
KUAISHOU
QQ
PINTEREST
SNAPCHAT
IMESSAGE
XIAOHONGSHU
GLOBAL OVERVIEW
PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM
FAVOURITE SOCIAL MEDIA PLATFORMS
JUL
2022

@ESKIMON
138
BUT WHAT ABOUT TEENS – SURELY THE KIDS ALL
“ABANDONED” FACEBOOK A LONG TIME AGO?

SOURCE: PEW RESEARCH CENTER (AUG 2022). NOTES: FIGURES REPRESENT PERCENTAGE OF TEENAGERS IN THE UNITED STATES WHO SAID THAT THEY EVER USE EACH OF THE NAMED PLATFORMS (I.E. SELF-REPORTED USE).
COMPARABILITY: YOUTUBE, TIKTOK, TWITCH, WHATSAPP, AND REDDIT DID NOT APPEAR IN THE 2015 SURVEY.
139
100%
50%
70% FACEBOOK: 71%
FACEBOOK: 32%
INSTAGRAM: 52%
INSTAGRAM: 62%
YOUTUBE: 95%
SNAPCHAT: 41%
SNAPCHAT: 59%
TIKTOK: 67%
TWITTER: 33%
TWITTER: 23%
TWITCH: 20%
WHATSAPP: 17%
REDDIT: 14%
TUMBLR: 14%
2015 SURVEY
TUMBLR: 5%
2022 SURVEY
30%
0%
80%
90%
40%
10%
60%
20%
OF AMERICA
UNITED STATES
PERCENTAGE OF AMERICAN TEENS AGED 13 TO 17 WHO SAY THAT THEY USE EACH APP OR SITE
U.S. TEENS’ USE OF SOCIAL MEDIA PLATFORMS
SEP
2022

SOURCE: PEW RESEARCH CENTER (AUG 2022). NOTE: FIGURES REPRESENT PERCENTAGE OF TEENAGERS IN THE UNITED STATES WHO SAID THAT THEY EVER USE EACH OF THE NAMED PLATFORMS (I.E. SELF-REPORTED USE).
140
100%
50%
70% FACEBOOK: 71%
FACEBOOK: 32%
INSTAGRAM: 52%
INSTAGRAM: 62%
YOUTUBE: 95%
SNAPCHAT: 41%
SNAPCHAT: 59%
TIKTOK: 67%
TWITTER: 33%
TWITTER: 23%
TWITCH: 20%
WHATSAPP: 17%
REDDIT: 14%
TUMBLR: 14%
2015 SURVEY
TUMBLR: 5%
2022 SURVEY
30%
0%
80%
90%
40%
10%
60%
20%
OF AMERICA
UNITED STATES
PERCENTAGE OF AMERICAN TEENS AGED 13 TO 17 WHO SAY THAT THEY USE EACH APP OR SITE
U.S. TEENS’ USE OF SOCIAL MEDIA PLATFORMS
SEP
2022

@ESKIMON • SOURCE: KEPIOS ANALYSIS (JUL 2022), BASED ON FIGURES PUBLISHED IN META’S ADVERTISING RESOURCES.
141
+1.35 MILLION
CHANGE IN THE NUMBER OF GLOBAL FACEBOOK USERS AGED 13 TO 19
WHO WERE SHOWN ADS IN Q2 2022 vs. Q1 2022 (+0.6% QOQ GROWTH)

144
PEW’S SURVEY ONLY COVERS TEENS IN AMERICA,
AND ISN’T REPRESENTATIVE OF GLOBAL TRENDS

148
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
1.0%
18.7%
2.3%
21.6%
0.2%
4.9%
1.2%
2.0%
0.7%
2.7%
4.8%
2.8%
3.3%
2.6%
3.7%
11.8%
0.6%
5.5%
9.4%
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT
COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
JUL
2022
145

148
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
1.0%
18.7%
2.3%
21.6%
0.2%
4.9%
1.2%
2.0%
0.7%
2.7%
4.8%
2.8%
3.3%
2.6%
3.7%
11.8%
0.6%
5.5%
9.4%
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT
COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
POTENTIAL FACEBOOK ADVERTISING REACH IN EACH REGION AS A PERCENTAGE OF TOTAL FACEBOOK ADVERTISING REACH
SHARE OF FACEBOOK ADVERTISING AUDIENCE
JUL
2022
146
NORTHERN
AMERICA

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA PUBLISHED IN META’S ADVERTISING RESOURCES (JUL 2022).
148
WORLDWIDE, FACEBOOK STILL SEEMS TO BE
GAINING TEENAGE USERS – NOT LOSING THEM

150
FACEBOOK REMAINS A HUGELY VALUABLE
OPPORTUNITY FOR MARKETING (AND MORE)

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON DATA FROM VARIOUS SOURCES.
151
FACEBOOK’S ROLE IN OUR LIVES HAS EVOLVED,
BUT IT’S VERY UNLIKELY TO “DIE” ANYTIME SOON

47
11 XNXX.COM 2.89B 718M 11M 22S 7.41
12 YANDEX.RU 2.75B 300M 14M 55S 2.66
13 FANDOM.COM 2.29B 739M 12M 15S 2.93
14 YAHOO.COM 2.08B 477M 15M 51S 3.16
15 APPLE.COM 1.92B 409M 16M 03S 1.97
16 XHAMSTER.COM 1.86B 553M 12M 51S 6.03
17 BING.COM 1.57B 358M 14M 29S 3.12
18 WEATHER.COM 1.38B 697M 5M 49S 1.55
19 NAVER.COM 1.20B 135M 44M 08S 10.60
20 TWITCH.TV 1.20B 259M 26M 50S 2.02
01 GOOGLE.COM 44.2B 5.77B 21M 17S 3.70
02 YOUTUBE.COM 27.6B 3.62B 27M 08S 3.42
03 FACEBOOK.COM 9.99B 1.93B 21M 22S 2.87
04 WIKIPEDIA.ORG 6.21B 1.86B 10M 35S 2.06
05 PORNHUB.COM 6.14B 1.42B 9M 38S 6.00
06 XVIDEOS.COM 5.50B 1.23B 11M 42S 6.80
07 TWITTER.COM 4.76B 1.41B 15M 27S 1.79
08 REDDIT.COM 3.82B 1.10B 15M 18S 2.82
09 AMAZON.COM 3.28B 840M 16M 01S 4.70
10 INSTAGRAM.COM 3.23B 1.23B 15M 50S 2.09
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR MAY 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT
UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN MAY 2022
MOST-VISITED WEBSITES: SEMRUSH RANKING
JUL
2022
152

47
11 XNXX.COM 2.89B 718M 11M 22S 7.41
12 YANDEX.RU 2.75B 300M 14M 55S 2.66
13 FANDOM.COM 2.29B 739M 12M 15S 2.93
14 YAHOO.COM 2.08B 477M 15M 51S 3.16
15 APPLE.COM 1.92B 409M 16M 03S 1.97
16 XHAMSTER.COM 1.86B 553M 12M 51S 6.03
17 BING.COM 1.57B 358M 14M 29S 3.12
18 WEATHER.COM 1.38B 697M 5M 49S 1.55
19 NAVER.COM 1.20B 135M 44M 08S 10.60
20 TWITCH.TV 1.20B 259M 26M 50S 2.02
01 GOOGLE.COM 44.2B 5.77B 21M 17S 3.70
02 YOUTUBE.COM 27.6B 3.62B 27M 08S 3.42
03 FACEBOOK.COM 9.99B 1.93B 21M 22S 2.87
04 WIKIPEDIA.ORG 6.21B 1.86B 10M 35S 2.06
05 PORNHUB.COM 6.14B 1.42B 9M 38S 6.00
06 XVIDEOS.COM 5.50B 1.23B 11M 42S 6.80
07 TWITTER.COM 4.76B 1.41B 15M 27S 1.79
08 REDDIT.COM 3.82B 1.10B 15M 18S 2.82
09 AMAZON.COM 3.28B 840M 16M 01S 4.70
10 INSTAGRAM.COM 3.23B 1.23B 15M 50S 2.09
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
# WEBSITE
TOTAL
VISITS
UNIQUE
VISITORS
TIME PER
VISIT
PAGES
PER VISIT
SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR MAY 2022. NOTE: “UNIQUE VISITORS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT
UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
RANKING OF THE MOST-VISITED WEBSITES ACCORDING TO SEMRUSH, BASED ON TOTAL WEBSITE TRAFFIC IN MAY 2022
MOST-VISITED WEBSITES: SEMRUSH RANKING
JUL
2022
153

154
EVEN IF FACEBOOK SLIPS IN THE RANKINGS, ITS
APPEAL WILL LIKELY ENDURE FOR MANY YEARS

@ESKIMON
156
DON’T GET DISTRACTED BY MEDIA CLICK-BAIT

@ESKIMON
157
USE THE LATEST DATA TO IDENTIFY PEOPLE’S REAL
BEHAVIOURS, AND MAKE INFORMED DECISIONS

@ESKIMON
159
TIPS FOR TIKTOK
SUCCESS IN 2023
#8

179
20.3% 18.3% 56.2% 43.8%
1.02 12.8% +5.4% [N/A]
BILLION +52 MILLION [NEW DATA POINT]
90
TIKTOK AD REACH AGE 18+
vs. TOTAL INTERNET USERS
vs. POPULATION AGE 18+
FEMALE TIKTOK AD REACH
vs. TOTAL TIKTOK AD REACH
MALE TIKTOK AD REACH
POTENTIAL REACH OF ADS
ON TIKTOK (AGE 18+ ONLY)
vs. TOTAL POPULATION
QUARTER-ON-QUARTER
CHANGE IN TIKTOK AD REACH
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE
MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND
ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK
TIKTOK: ADVERTISING AUDIENCE OVERVIEW
JUL
2022
160

179
20.3% 18.3% 56.2% 43.8%
1.02 12.8% +5.4% [N/A]
90
QUARTER-ON-QUARTER
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
GLOBAL OVERVIEW
JUL
2022
161

179
20.3% 18.3% 56.2% 43.8%
1.02 12.8% +5.4% [N/A]
90
QUARTER-ON-QUARTER
YEAR-ON-YEAR CHANGE
IN TIKTOK AD REACH
GLOBAL OVERVIEW
JUL
2022
162

127
23.6 HOURS / MONTH
23.2 HOURS / MONTH
19.4 HOURS / MONTH
17.5 HOURS / MONTH
11.8 HOURS / MONTH
10.9 HOURS / MONTH
5.4 HOURS / MONTH
3.9 HOURS / MONTH
3.2 HOURS / MONTH
3.2 HOURS / MONTH
TIKTOK
YOUTUBE
FACEBOOK
WHATSAPP
INSTAGRAM
LINE
TWITTER
TELEGRAM
FB MESSENGER
SNAPCHAT
GLOBAL OVERVIEW
JUL
2022
163

@ESKIMON
164
WITH IMPRESSIVE NUMBERS LIKE THESE, IT’S EASY
TO UNDERSTAND THE HYPE AROUND TIKTOK

166
SOME OTHER PLATFORMS MAY ALREADY BE
DELIVERING MORE IMPRESSIVE NUMBERS…

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON FIGURES PUBLISHED IN BYTEDANCE’S ADVERTISING RESOURCES (JUL 2022) AND ON TELEGRAM’S BLOG (JUL 2022)
167
FIRST UP, RECENT DATA SUGGESTS THAT TELEGRAM
MAY BE GROWING EVEN FASTER THAN TIKTOK

224
700 8.8% 12.0% 42.3% 57.7%
MILLION
GLOBAL
MONTHLY ACTIVE
TELEGRAM USERS
MONTHLY ACTIVE
TELEGRAM USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
TELEGRAM USERS vs.
POPULATION AGED 16+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
FEMALE AND MALE USERS
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q1 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR TELEGRAM USE
TELEGRAM OVERVIEW
JUL
2022
168

@ESKIMON • SOURCE: GWI (Q1 2022). NOTE: FIGURES REPRESENT SHARE OF GWI’S MALE GLOBAL SURVEY BASE OUTSIDE OF MAINLAND CHINA WHO SAY THEY USED EACH PLATFORM AT LEAST ONCE IN THE PAST MONTH.
171
47.3%
PERCENTAGE OF MALE SURVEY RESPONDENTS
AGED 16 TO 24 OUTSIDE OF MAINLAND CHINA
WHO SAY THEY USED TIKTOK IN THE PAST MONTH
52.7%
GWI’S DATA REVEALS A STARTLING FINDING
PERCENTAGE OF MALE SURVEY RESPONDENTS
AGED 16 TO 24 OUTSIDE OF MAINLAND CHINA
WHO SAY THEY USED TELEGRAM IN THE PAST MONTH
vs

@ESKIMON
172
NOTE: THIS FINDING IS BASED ON SELF-REPORTED
ACTIVITY, AND MAY NOT MATCH PLATFORM DATA

173
TIKTOK IS NEITHER THE BIGGEST, THE FASTEST-
GROWING, NOR THE MOST GLOBAL PLATFORM

174
MOREOVER, WE CAN REACH MORE THAN 99.9%
OF TIKTOK USERS ON OTHER SOCIAL PLATFORMS

124
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
WHATSAPP
ALSO USING
INSTAGRAM
ALSO USING
TIKTOK
ALSO USING
TELEGRAM
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
REDDIT
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.6% 100% 74.3% 72.8% 78.5% 50.5% 44.1% 33.0% 49.2% 14.2% 34.0% 30.6%
YOUTUBE USERS 0.8% 79.3% 100% 71.7% 77.6% 47.7% 45.6% 30.1% 50.6% 16.2% 36.6% 29.7%
WHATSAPP USERS 1.2% 81.5% 76.2% 100% 81.0% 49.0% 51.1% 34.9% 49.4% 13.4% 35.6% 32.1%
INSTAGRAM USERS 0.1% 82.6% 76.9% 76.0% 100% 52.6% 48.9% 36.9% 54.4% 15.1% 37.5% 30.7%
TIKTOK USERS <0.1% 84.4% 79.1% 73.1% 83.6% 100% 48.8% 40.9% 56.7% 17.0% 40.6% 29.5%
TELEGRAM USERS 0.1% 83.4% 81.3% 86.2% 87.9% 55.2% 100% 41.2% 61.5% 17.1% 40.3% 37.7%
SNAPCHAT USERS 0.1% 83.7% 78.3% 78.9% 89.0% 62.0% 55.2% 100% 62.4% 22.6% 46.6% 38.4%
TWITTER USERS 0.1% 83.8% 78.8% 75.1% 88.0% 57.8% 55.4% 41.9% 100% 21.6% 41.8% 39.3%
REDDIT USERS 0.1% 82.0% 80.1% 69.1% 83.0% 58.5% 52.0% 51.4% 73.1% 100% 58.3% 50.8%
PINTEREST USERS 0.2% 82.4% 78.4% 76.9% 86.3% 58.9% 51.6% 44.5% 59.5% 24.5% 100% 41.5%
LINKEDIN USERS 0.1% 87.7% 76.4% 82.1% 83.6% 50.6% 57.1% 43.4% 66.2% 25.3% 49.1% 100%
SOURCE: GWI (Q1 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. VALUES REPRESENT THE USERS OF THE PLATFORM
IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS
WHO SAY THEY DO NOT USE ANY OTHER SOCIAL NETWORK OR MESSENGER SERVICE, INCLUDING PLATFORMS NOT FEATURED IN THIS TABLE. COMPARABILITY: SURVEY CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
JUL
2022
175

124
UNIQUE TO
PLATFORM
ALSO USING
FACEBOOK
ALSO USING
YOUTUBE
ALSO USING
WHATSAPP
ALSO USING
INSTAGRAM
ALSO USING
TIKTOK
ALSO USING
TELEGRAM
ALSO USING
SNAPCHAT
ALSO USING
TWITTER
ALSO USING
REDDIT
ALSO USING
PINTEREST
ALSO USING
LINKEDIN
FACEBOOK USERS 0.6% 100% 74.3% 72.8% 78.5% 50.5% 44.1% 33.0% 49.2% 14.2% 34.0% 30.6%
YOUTUBE USERS 0.8% 79.3% 100% 71.7% 77.6% 47.7% 45.6% 30.1% 50.6% 16.2% 36.6% 29.7%
WHATSAPP USERS 1.2% 81.5% 76.2% 100% 81.0% 49.0% 51.1% 34.9% 49.4% 13.4% 35.6% 32.1%
INSTAGRAM USERS 0.1% 82.6% 76.9% 76.0% 100% 52.6% 48.9% 36.9% 54.4% 15.1% 37.5% 30.7%
TIKTOK USERS <0.1% 84.4% 79.1% 73.1% 83.6% 100% 48.8% 40.9% 56.7% 17.0% 40.6% 29.5%
TELEGRAM USERS 0.1% 83.4% 81.3% 86.2% 87.9% 55.2% 100% 41.2% 61.5% 17.1% 40.3% 37.7%
SNAPCHAT USERS 0.1% 83.7% 78.3% 78.9% 89.0% 62.0% 55.2% 100% 62.4% 22.6% 46.6% 38.4%
TWITTER USERS 0.1% 83.8% 78.8% 75.1% 88.0% 57.8% 55.4% 41.9% 100% 21.6% 41.8% 39.3%
REDDIT USERS 0.1% 82.0% 80.1% 69.1% 83.0% 58.5% 52.0% 51.4% 73.1% 100% 58.3% 50.8%
PINTEREST USERS 0.2% 82.4% 78.4% 76.9% 86.3% 58.9% 51.6% 44.5% 59.5% 24.5% 100% 41.5%
LINKEDIN USERS 0.1% 87.7% 76.4% 82.1% 83.6% 50.6% 57.1% 43.4% 66.2% 25.3% 49.1% 100%
SOURCE: GWI (Q1 2022). SEE GWI.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES USERS AGED 16 TO 64. DOES NOT INCLUDE DATA FOR CHINA. VALUES REPRESENT THE USERS OF THE PLATFORM
IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “UNIQUE TO PLATFORM” COLUMN REPRESENT USERS
WHO SAY THEY DO NOT USE ANY OTHER SOCIAL NETWORK OR MESSENGER SERVICE, INCLUDING PLATFORMS NOT FEATURED IN THIS TABLE. COMPARABILITY: SURVEY CHANGES.
GLOBAL OVERVIEW
PERCENTAGE OF USERS OF EACH PLATFORM AGED 16 TO 64 OUTSIDE OF CHINA WHO ALSO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORM AUDIENCE OVERLAPS
JUL
2022
176

@ESKIMON
177
SO, SHOULD MARKETERS STILL
BE EXCITED ABOUT TIKTOK?

179
TIKTOK’S “MAGIC” LIES IN ITS USAGE CONTEXT,
AND IN ITS UNIQUE CREATIVE OPPORTUNITIES

@ESKIMON
181
TO GET THE MOST OUT OF TIKTOK IN 2023, GET
CREATIVE, AND DELIVER REAL ENTERTAINMENT

@ESKIMON
182
THE OUTLOOK FOR
MESSENGER MARKETING
#9

224
700 8.8% 12.0% 42.3% 57.7%
MILLION
GLOBAL
MONTHLY ACTIVE
TELEGRAM USERS
MONTHLY ACTIVE
TELEGRAM USERS vs.
TOTAL POPULATION
MONTHLY ACTIVE
TELEGRAM USERS vs.
POPULATION AGED 16+
FEMALE USERS AS A
PERCENTAGE OF TOTAL
MALE USERS AS A
PERCENTAGE OF TOTAL
SOURCES: COMPANY ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q1 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS.
GLOBAL OVERVIEW
ESSENTIAL HEADLINES FOR TELEGRAM USE
TELEGRAM OVERVIEW
JUL
2022
183

184
TELEGRAM CHANNELS ARE A HUGE OPPORTUNITY
FOR MARKETERS THAT UNDERSTAND COMMUNITY

@ESKIMON • SOURCE: TELEGRAM’S CHANNEL RESOURCES (ACCESSED SEP 2022).
185
THERE NO LIMITS ON THE NUMBER OF USERS
THAT CAN FOLLOW A TELEGRAM CHANNEL

@ESKIMON • SOURCE: TELEGRAM’S CHANNEL RESOURCES (ACCESSED SEP 2022).
186
ONLY ADMINS PUBLISH CONTENT TO CHANNELS,
BUT FOLLOWERS CAN “REACT” AND COMMENT

187
CHANNELS AREN’T SUBJECT TO THE ALGORITHMIC
CHALLENGES BRANDS FACE IN MOST SOCIAL FEEDS

188
TELEGRAM IS A BUSY PLATFORM, SO ATTENTION
AND ENGAGEMENT STILL AREN’T GUARANTEED

189
BUT TELEGRAM CLEARLY OFFERS COMPELLING
OPPORTUNITIES FOR MARKETING IN 2023

190
BUT TELEGRAM ISN’T THE ONLY MESSENGER
ENJOYING IMPRESSIVE GROWTH AT THE MOMENT

245
04 BRIDGE RACE IRON SOURCE
06 TALL MAN RUN IRON SOURCE
07 ROBLOX ROBLOX
08 STUMBLE GUYS KITKA GAMES
09 RACE MASTER SAYGAMES
10 8 BALL POOL TENCENT
01 INSTAGRAM META
02 FACEBOOK META
03 TIKTOK1
BYTEDANCE
04 WHATSAPP META
05 SNAPCHAT SNAP
08 SPOTIFY SPOTIFY
09 CAPCUT BYTEDANCE
10 WHATSAPP BUSINESS META
SOURCE: DATA.AI. NOTES: RANKINGS BASED ON COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN APRIL AND JUNE 2022. VALUES FOR CHINA ONLY
INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. (*) SYBO HAS BEEN ACQUIRED BY MINICLIP (OWNED BY TENCENT), WITH THE DEAL SCHEDULED TO FINALISE IN JULY 2022. COMPARABILITY: (1) VALUES FOR
TIKTOK INCLUDE DOUYIN. NOTE THAT WE REPORT FIGURES FOR TIKTOK AND DOUYIN SEPARATELY ELSEWHERE IN THIS REPORT.
GLOBAL OVERVIEW
DATA.AI’S RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN APRIL AND JUNE 2022
DATA.AI APP RANKING: DOWNLOADS
JUL
2022
191

245
07 ROBLOX ROBLOX
01 INSTAGRAM META
02 FACEBOOK META
03 TIKTOK1
BYTEDANCE
04 WHATSAPP META
05 SNAPCHAT SNAP
08 SPOTIFY SPOTIFY
09 CAPCUT BYTEDANCE
GLOBAL OVERVIEW
JUL
2022
192

245
07 ROBLOX ROBLOX
01 INSTAGRAM META
02 FACEBOOK META
03 TIKTOK1
BYTEDANCE
04 WHATSAPP META
05 SNAPCHAT SNAP
08 SPOTIFY SPOTIFY
09 CAPCUT BYTEDANCE
GLOBAL OVERVIEW
JUL
2022
193

@ESKIMON • SOURCE: DATA.AI (AUG 2022).
194
1,737,000
NUMBER OF APPS AVAILABLE TO DOWNLOAD
IN THE APPLE IOS APP STORE IN AUGUST 2022
3,850,000
APPS AVAILABLE ON TOP APP STORES
NUMBER OF APPS AVAILABLE TO DOWNLOAD IN
THE GOOGLE PLAY APP STORE IN AUGUST 2022
&

@ESKIMON
195
BUT LARGER BRANDS LIKELY USE SOPHISTICATED
SOLUTIONS TO MANAGE MESSENGER ACTIVITY

@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022).
196
THE WHATSAPP BUSINESS APP IS PARTICULARLY
RELEVANT TO SMALLER BUSINESSES AND TEAMS

@ESKIMON • SOURCE: KEPIOS ANALYSIS (AUG 2022).
198
USE OF MESSENGERS BY SMES MAY INFLUENCE
PEOPLE’S EXPECTATIONS FOR BIG BRANDS TOO

200
MESSENGERS MAY (FINALLY!) PLAY A MORE
CENTRAL ROLE IN MARKETING ACTIVITIES IN 2023

@ESKIMON
201
THE RISE OF
WEARABLES
#10

202
THE NUMBER OF PEOPLE WHO OWN A SMART-
WATCH HAS JUMPED BY 60% IN JUST 2 YEARS

203
MORE ADULTS NOW OWN A “SMART WRIST”
DEVICE THAN OWN A GAMING CONSOLE

204
THE RISE OF THESE WEARABLES HAS IMPORTANT
IMPLICATIONS FOR DIGITAL HEALTHCARE

205
INCREASING USE OF SMART WRIST DEVICES MAY
CANNIBALISE TIME WE SPEND WITH OUR PHONES

207
SMART GLASSES ARE STILL IN THEIR INFANCY, BUT
THEY MAY REVOLUTIONISE DIGITAL EXPERIENCES

@ESKIMON
208
IN PARTICULAR, USERS WON’T NEED TO DIVERT
THEIR ATTENTION TO ENGAGE WITH CONTENT

@ESKIMON
209
RATHER THAN LOOKING AT ANOTHER DEVICE,
CONTENT WILL BECOME A LAYER OF OUR VISION

211
WEARABLES MAY WELL BRING ABOUT THE NEXT
“REVOLUTION” IN CONNECTED EXPERIENCES

@ESKIMON
212
GENERATIVE AI AND
“ARTIFICIAL CREATIVITY”
#11

213
THE CAPABILITIES OF GENERATIVE AI TOOLS
LIKE DALL·E AND MIDJOURNEY WILL ACCELERATE

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON COMMENTS FROM PEOPLE INVOLVED IN THE DEVELOPMENT OF THESE TOOLS IN A VIDEO ON THE “HUGE IF TRUE” YOUTUBE CHANNEL (SEP 2022).
214
AUDIO AND VIDEO FUNCTIONALITY MAY BECOME
AVAILABLE IN THESE TOOLS BY THE END OF 2023

215
THESE TOOLS WILL LIKELY CAUSE SIGNIFICANT
DISRUPTION IN CREATIVE INDUSTRIES IN 2023

“THÉÂTRE D’OPÉRA SPATIAL”, JASON ALLEN VIA MIDJOURNEY

@ESKIMON
217
IF THESE TOOLS “DEMOCRATISE” ART, WILL WE
NEED TO REDEFINE TERMS LIKE “CREATIVITY”?

218
THE DEBATE AROUND THE ROLE OF GENERATIVE AI
WILL ONLY INTENSIFY IN THE COMING MONTHS

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022), BASED ON HISTORICAL DEBATES RELATING TO TOOLS LIKE PHOTOSHOP.
219
BUT THE GENIE IS ALREADY OUT OF THE BOTTLE;
WE CAN EMBRACE IT, OR FIGHT A LOSING BATTLE

@ESKIMON
220
SELF-SOVEREIGN
IDENTITY
#12

221
THE ABILITY TO OWN, MANAGE, AND USE OUR
DIGITAL IDENTITY IS INCREASINGLY IMPORTANT

222
SELF-SOVEREIGN IDENTITY (SSI) OFFERS A SECURE,
PORTABLE ONLINE ID, OWNED BY INDIVIDUALS

223
HEALTHCARE
SSI COULD MAKE COMPLETE
HEALTH RECORDS ACCESSIBLE
WHEN THEY MATTER MOST
PASSPORTS
SSI MIGHT EVEN GO ON TO
REPLACE CONVENTIONAL
SOVEREIGN ID LIKE PASSPORTS
FINANCES
SSI HAS THE POTENTIAL TO BECOME “OMNIPRESENT”
SSI WOULD FACILITATE AREAS
SUCH AS PAYMENTS, CREDIT
HISTORY, K.Y.C., AND MORE
PREFERENCES
SSI MAKES IT POSSIBLE TO
PORT PREFERENCES ACROSS
DIGITAL ENVIRONMENTS
LOGINS
ONE OF THE FIRST MASS
APPLICATIONS OF SSI MAY
WELL BE A UNIVERSAL LOGIN

224
HEALTHCARE
PASSPORTS
FINANCES
PREFERENCES
LOGINS

225
HEALTHCARE
PASSPORTS
FINANCES
PREFERENCES
LOGINS

226
HEALTHCARE
PASSPORTS
FINANCES
PREFERENCES
LOGINS

227
HEALTHCARE
PASSPORTS
FINANCES
PREFERENCES
LOGINS

@ESKIMON
228
EBSI
EU BLOCKCHAIN INFRASTRUCTURE THAT
USES DECENTRALISED IDENTIFIERS TO
EMPOWER CROSS-BORDER SERVICES
SOVRIN
VARIOUS SSI INITIATIVES ARE ALREADY UNDERWAY
A PUBLIC SERVICE UTILITY THAT ENABLES
THE DEVELOPMENT AND USE OF SELF-
SOVEREIGN ID ON THE INTERNET
SOLID
A ‘SPECIFICATION’ THAT LETS
INDIVIDUALS STORE THEIR OWN DATA
IN SECURE, DECENTRALISED “PODS”

229
BUT IMPORTANT BARRIERS REMAIN, INCLUDING
COMMERCIAL ASPECTS AND STATE SOVEREIGNTY

231
WIDESPREAD ADOPTION OF SELF-SOVEREIGN
IDENTITY MAY STILL BE A LONG WAY OFF

@ESKIMON • SOURCE: KEPIOS ANALYSIS (SEP 2022)).
232
HOWEVER, WE EXPECT SSI INITIATIVES TO GAIN
MOMENTUM AND GREATER INVESTMENT IN 2023

233
IT SEEMS ALMOST INEVITABLE THAT SSI WILL
BECOME PART OF EVERYDAY LIFE AT SOME POINT

DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

KEPIOS.COM
INFO@KEPIOS.COM
@ESKIMON
SIMON KEMP

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