Hootsuite-2018年Q2全球互联网、社交媒体、移动和电子商务应用（英文版）-2018.5-50页-2mb

2018 Q2 GLOBAL DIGITAL STATSHOT Summary

Core Content Overview

This document presents key statistics on global internet, social media, mobile, and e-commerce usage in the second quarter of 2018. It highlights the growth and distribution of users across various platforms and regions, along with insights on user behavior and engagement.

Main Statistics

Internet Usage

• Total Active Internet Users: 4.087 billion (up 54% from 2017)
• Internet Penetration Rate: 54%
• Mobile Internet Users: 3.827 billion (up 50% from 2017)
• Mobile Internet Penetration Rate: 50%
• Average Fixed Internet Speed: 42.71 Mbps
• Average Mobile Internet Speed: 22.16 Mbps

Social Media Usage

• Total Active Social Media Users: 3.297 billion (43% of global population)
• Mobile Social Media Users: 3.087 billion (41% of global population)
• Top Social Media Platforms by Active Users:
  • Facebook: 2.234 billion users (up 14% from April 2017)
  • Instagram: 813 million users (up 36% from April 2017)
  • Twitter: 330 million users (up 3% from April 2017)

Key Insights

Platform Usage by Gender

• Facebook:

  • Female Users: 43% of total users, 57% of profiles are male
  • Top Cities: Bangkok, Jakarta, Dhaka, Mexico City, Cairo, Ho Chi Minh, Istanbul, New Delhi, São Paulo, Bangalore
  • Top Languages: English, Spanish, Indonesian, Arabic, Portuguese, French, Vietnamese, Turkish, Thai, German

• Instagram:

  • Female Users: 50.7% of total users
  • Male Users: 49.3% of total users
  • Top Countries: United States, Brazil, India, Indonesia, Turkey, Russia, Iran, Japan, United Kingdom, Mexico

• Twitter:

  • Female Users: 42.8% of total users
  • Male Users: 57.2% of total users
  • Top Countries: United States, Japan, United Kingdom, Saudi Arabia, Turkey, Brazil, India, Mexico, Spain, France

E-Commerce Engagement

• Searched Online for a Product/Service to Buy: 83%
• Visited an Online Retail Store: 91%
• Visited an Online Price Comparison Site: 55%
• Visited an Online Auction Site: 47%
• Purchased Online: 73%
• Women:
  • Visited an e-commerce site: 90%
  • Used a shopping app: 61%
• Men:
  • Visited an e-commerce site: 91%
  • Used a shopping app: 59%

Search Trends

• Top Search Queries (Index Volume):

  • Facebook: 100 (down 24% YoY)
  • YouTube: 72 (down 3% YoY)
  • Google: 66 (down 7% YoY)
  • You: 39 (down 6% YoY)
  • Weather: 33 (up 40% YoY)
  • News: 26 (up 5% YoY)
  • Gmail: 21 (down 15% YoY)
  • Amazon: 19 (up 14% YoY)
  • Hotmail: 19 (up 1% YoY)
  • Translate: 16 (up 11% YoY)

• Other Search Queries:

  • Mail: 16 (down 14% YoY)
  • FB: 15 (down 23% YoY)
  • Yahoo: 14 (down 10% YoY)
  • Instagram: 14 (up 20% YoY)
  • Maps: 10 (down 1% YoY)
  • Craigslist: 10 (down 13% YoY)
  • Twitter: 9 (up 1% YoY)
  • Tiempo: 9 (up 57% YoY)
  • Meteo: 9 (up 18% YoY)
  • WhatsApp: 9 (up 38% YoY)

Engagement Metrics

Facebook

• Total Page Likes (Lifetime): 1 billion
• Posts Liked in the Past 30 Days: 13 billion
• Comments in the Past 30 Days: 12 billion
• Posts Shared in the Past 30 Days: 1 billion
• Ads Clicked in the Past 30 Days: 1 billion
• Average Engagement Rate (All Posts): 4.08%
• Average Engagement Rate (Video Posts): 5.87%
• Average Engagement Rate (Photo Posts): 4.95%
• Average Engagement Rate (Link Posts): 3.61%
• Average Engagement Rate (Status Posts): 2.46%

Top Facebook Pages by Fans

• Cristiano Ronaldo: 122,490,000
• Real Madrid C.F.: 107,680,000
• Shakira: 103,420,000
• FC Barcelona: 103,240,000
• Beyoncé: 113,500,000
• Kim Kardashian: 109,780,000
• Taylor Swift: 107,040,000
• Kylie Jenner: 106,570,000
• Dwayne Johnson: 102,680,000
• Justin Bieber: 98,340,000

Instagram User Profile

• Age & Gender Distribution:

  • 13–17: 58 million (3.8% female, 3.3% male)
  • 18–24: 250 million (14.8% female, 16.0% male)
  • 25–34: 240 million (14.8% female, 14.8% male)
  • 35–44: 142 million (9.0% female, 8.5% male)
  • 45–54: 74 million (4.9% female, 4.2% male)
  • 55–64: 31 million (2.2% female, 1.6% male)
  • 65+: 18 million (1.2% female, 1.0% male)

• Top Instagram Accounts by Followers:

  • Instagram: 233,900,000 followers
  • Selena Gomez: 135,460,000 followers
  • Cristiano Ronaldo: 123,330,000 followers
  • Ariana Grande: 118,320,000 followers
  • Beyoncé: 113,500,000 followers
  • Kim Kardashian: 109,780,000 followers
  • Taylor Swift: 107,040,000 followers
  • Kylie Jenner: 106,570,000 followers
  • Dwayne Johnson: 102,680,000 followers
  • Justin Bieber: 98,340,000 followers

Twitter User Profile

• Age & Gender Distribution:

  • 13–17: 17.4 million (3.6% female, 1.7% male)
  • 18–24: 87.1 million (13.4% female, 13.0% male)
  • 25–34: 80.5 million (9.9% female, 14.5% male)
  • 35–49: 93.8 million (9.9% female, 18.5% male)
  • 50+: 51.1 million (6.0% female, 9.5% male)

• Top Followed Twitter Accounts:

  • Katy Perry: 109,220,000 followers
  • Justin Bieber: 106,130,000 followers
  • Barack Obama: 101,720,000 followers
  • Rihanna: 87,220,000 followers
  • Taylor Swift: 85,600,000 followers
  • Lady Gaga: 78,080,000 followers

Device Usage

• Laptops & Desktops: 17% of active users
• iOS Devices: 43% of active users
• Android Devices: 36% of active users
• Other Mobile Platforms: 4% of active users
• Total Mobile Users: 14 million

Summary

The 2018 Q2 Global Digital Statshot highlights significant growth in internet and social media usage globally, with a notable increase in mobile users and engagement. Facebook remains the most dominant platform with over 2.2 billion active users, followed by Instagram and Twitter. The data shows a growing reliance on mobile devices for accessing social media, with 100% of Instagram users accessing via mobile. Gender and age demographics are also detailed, revealing a slight female majority on some platforms and varying engagement rates across different content types. Overall, the report underscores the increasing integration of digital platforms into daily life, particularly for e-commerce, social media, and online search activities.