2016年-数据局_WeAreSocial：2015数字化报告_376页_13mb

DIGITAL, SOCIAL & MOBILE IN 2015 SUMMARY

Core Content Overview

This report provides a detailed analysis of global and regional digital, social media, and mobile usage statistics for January 2015. It highlights key figures such as total population, active internet users, active social media accounts, mobile connections, and active mobile social accounts across various regions and countries. The report also includes year-on-year growth rates, penetration rates, and usage patterns.

Main Statistics

Global Digital Snapshot (Jan 2015)

• Total Population: 7,210 million
• Active Internet Users: 3,010 million (42% penetration)
• Active Social Media Accounts: 2,078 million (29% penetration)
• Unique Mobile Users: 3,649 million (51% penetration)
• Active Mobile Social Accounts: 1,685 million (23% penetration)

Year-on-Year Growth (Jan 2015)

• Total Population: +1.6%
• Active Internet Users: +21%
• Active Social Media Accounts: +12%
• Unique Mobile Users: +5%
• Active Mobile Social Accounts: +23%

Share of Global Users (Jan 2015)

• North America: 5%
• Central America: 3%
• South America: 6%
• West Europe: 5%
• East Europe: 6%
• Middle East: 3%
• Africa: 16%
• Central Asia: 1%
• South Asia: 23%
• East Asia: 22%
• Southeast Asia: 9%
• Oceania: 1%

Regional Overview

Asia-Pacific

• Total Population: 4,021 million
• Active Internet Users: 1,407 million (35% penetration)
• Active Social Media Accounts: 1,065 million (26% penetration)
• Mobile Connections: 3,722 million (93% vs. population)
• Active Mobile Social Accounts: 879 million (22% penetration)

Africa

• Total Population: 1,135 million
• Active Internet Users: 298 million (26% penetration)
• Active Social Media Accounts: 103 million (9% penetration)
• Mobile Connections: 900 million (79% vs. population)
• Active Mobile Social Accounts: 85 million (7% penetration)

Americas

• Total Population: 979 million
• Active Internet Users: 633 million (65% penetration)
• Active Social Media Accounts: 482 million (49% penetration)
• Mobile Connections: 1,068 million (109% vs. population)
• Active Mobile Social Accounts: 399 million (41% penetration)

Europe

• Total Population: 837 million
• Active Internet Users: 584 million (70% penetration)
• Active Social Media Accounts: 387 million (46% penetration)
• Mobile Connections: 1,104 million (132% vs. population)
• Active Mobile Social Accounts: 287 million (34% penetration)

Middle East

• Total Population: 238 million
• Active Internet Users: 87 million (36% penetration)
• Active Social Media Accounts: 41 million (17% penetration)
• Mobile Connections: 294 million (124% vs. population)
• Active Mobile Social Accounts: 35 million (15% penetration)

Country Snapshots (Argentina)

• Total Population: 43.1 million
• Active Internet Users: 32.3 million (75% penetration)
• Active Social Media Accounts: 26.0 million (60% penetration)
• Mobile Connections: 62.0 million (144% vs. population)
• Active Mobile Social Accounts: 20.0 million (46% penetration)

Growth in Argentina (Since Jan 2014)

• Active Internet Users: +37%
• Active Social Media Accounts: +8%
• Mobile Subscriptions: +6%
• Active Mobile Social Accounts: +9%

Additional Insights

• Time Spent on Internet:

  • PC/Tablet: 4 hours 53 minutes
  • Mobile Phone: 4 hours 11 minutes

• Web Traffic by Device:

  • Laptops & Desktops: 73% (year-on-year: -13%)
  • Mobile Phones: 24% (year-on-year: +79%)
  • Tablets: 3% (year-on-year: +27%)
  • Other Devices: ~0% (year-on-year: 0%)

• Mobile's Share of Web Traffic: 24% (year-on-year: +79%)

• Average Mobile Net Speeds: Varies by region, with global average not specified in detail.

• E-Commerce:

  • Global: Not specified
  • Mobile Commerce: Not specified

• Mobile Broadband:

  • Global: 38% of active mobile connections
  • North America: 85%
  • Central America: 57%
  • South America: 31%
  • West Europe: 85%
  • East Europe: 53%
  • Middle East: 16%
  • Africa: 21%
  • Central Asia: 8%
  • South Asia: 48%
  • East Asia: 33%
  • Southeast Asia: 84%
  • Oceania: 8%

• Mobile Platforms Share of Web Traffic:

  • Apple Safari: 38.9%
  • Android Webkit: 30.9%
  • Other Platforms: 30.2%

• Social Media Usage:

  • Global: 2.08B active social media accounts (29% of population)
  • North America: 1.69B (37% of population)
  • Central America: 1.69B (48% of population)
  • South America: 1.69B (32% of population)
  • West Europe: 1.69B (47% of population)
  • East Europe: 1.69B (17% of population)
  • Middle East: 1.69B (9% of population)
  • Africa: 1.69B (10% of population)
  • Central Asia: 1.69B (8% of population)
  • South Asia: 1.69B (27% of population)
  • Southeast Asia: 1.69B (45% of population)
  • Oceania: 1.69B (39% of population)

• Mobile Social Usage:

  • Global: 1.69B (23% of population)
  • North America: 1.69B (50% of population)
  • Central America: 1.69B (38% of population)
  • South America: 1.69B (32% of population)
  • West Europe: 1.69B (39% of population)
  • East Europe: 1.69B (2% of population)
  • Middle East: 1.69B (7% of population)
  • Africa: 1.69B (13% of population)
  • Central Asia: 1.69B (8% of population)
  • South Asia: 1.69B (27% of population)
  • Southeast Asia: 1.69B (39% of population)
  • Oceania: 1.69B (39% of population)

Summary of Key Trends

• Global Internet Penetration: 42%
• Mobile Internet Penetration: 51%
• Social Media Penetration: 29%
• Mobile Social Media Penetration: 23%
• Mobile Dominance: Mobile is the primary access method for internet usage, with 24% of web traffic coming from mobile phones.
• Growth: Significant growth in internet and social media usage across most regions, with notable increases in mobile internet users.
• Regional Variations: Africa and South Asia show the highest growth in mobile subscriptions and internet usage, while Oceania and Central Asia have the lowest penetration rates.