US DIGITAL USERS. The emarketer Forecast for FEBRUARY 2016 Cindy Liu Contributors: Christopher Bendtsen, Oscar Orozco, Martín Utreras

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1 US DIGITAL USERS The emarketer Forecast for FEBRUARY Cindy Liu Contributors: Christopher Bendtsen, Oscar Orozco, Martín Utreras Read this on emarketer for ipad

2 US DIGITAL USERS: THE EMARKETER FORECAST FOR Internet usage is pervasive in the US, with eight in 10 people now going online regularly. But consumers digital lifestyle has evolved into a multidevice experience, with mobile devices playing a prominent role in. emarketer expects nearly 93% of US internet users will go online regularly via a mobile device in. This audience will grow to 96.4% of all internet users by. US Internet Users, by Device, - millions There is a growing number of individuals in the US who only use mobile devices to go online. emarketer estimates that roughly 12% of total internet users or 31.1 million people will use just a mobile device to visit the web in. This mobile-dependent audience will grow to 41.6 million, or nearly 15% of the entire digital audience, by. Marketers targeting this audience must have a mobile presence if they want to successfully reach them. The vast majority of internet users will still access the web through both a traditional PC and a mobile device. Roughly four out of five internet users will be dual desktop and mobile device users over the next few years. Consumer ownership of digital technology has reached mass-market proportions. More than half of the US population uses smartphones on a regular basis, and emarketer expects the same for tablets in. Smartphone users will account for nearly 64% of the population this year, while those who use tablets will represent 51.4% of all people in the US. Consumption of social networking, digital video, music and gaming is growing at a fast clip online through mobile devices, mainly driven by the growing number of smartphone users. WHAT S IN THIS REPORT? This report includes emarketer s forecast for US internet users, mobile phone users, smartphone users and tablet users, including digital activities conducted on each device. For the first time, emarketer breaks out desktop/laptop-only, mobile device-only and dual desktop/laptop and mobile device users across internet, social network, Facebook, Twitter and digital video usage. The projections, which run through, include breakouts by age, race/ethnicity and gender CONTENTS 2 US Digital Users: The emarketer Forecast for 3 Internet Users 4 Mobile Phone and Smartphone Users 6 Tablet Users 7 Ereader Users 8 Social Network Users 13 Digital Video Viewers 14 Digital Music Listeners 15 Digital Gamers Complete Forecast Desktop/laptop-only internet users Mobile*-only internet users Dual desktop/laptop and mobile* internet users 57 Editorial and Production Contributors Note: individuals of any age who access the internet via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets KEY STAT: Over 31 million US internet users will only go online via a mobile device in. Mobile-only internet users surpassed desktop-only internet users in and will continue to grow, reaching 41.6 million by. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 2

3 INTERNET USERS Internet penetration is fully saturated in the US. Even when looking at older adults and ethnic groups, where adoption has historically been lower, internet usage has risen steadily to a point where growth is beginning to slow. But one thing is fundamentally different the devices used to go online. US Internet Users and Penetration, - millions, % of population and % change % % 82.0% 82.8% 83.4% 83.5% 83.5% Desktop/Laptop-Only Internet Users In 2011, more than half (55.5%) of all internet users relied on a traditional desktop or laptop computer for their internet use. This proportion has fallen dramatically over the past five years and is forecast to reach 7.1% in. In, the number of mobile-only internet users surpassed the number of desktop/laptop-only internet users for the first time. By, there will be 41.6 million mobile-only internet users, more than four times the size of the desktop/laptop-only internet audience (10.0 million). Mobile-Only Internet Users In, 31.1 million people, or 9.6% of the total US population, will only use the internet via a mobile phone or tablet. 2.9% 2.6% 2.2% 1.9% 1.5% 0.9% 0.8% Internet users % of population % change Note: individuals of any age who use the internet from any location via any device at least once per month INTERNET USERS BY DEVICE Today, more and more people in the US are relying on their mobile devices for digital access. emarketer expects that 88.3% of US internet users will go online via desktop/laptop at least monthly in, a significant decrease from 97.3% in This year, nearly one in 10 US internet users (11.7%) will go online exclusively through a mobile device what emarketer defines as mobile-only internet users and that number will continue to rise through the forecast period. The mobile-only audience will expand at a steady pace over the next few years, at the expense of desktop/laptop-only internet users. Between and, the number of mobile-only internet users will increase, accounting for 11.7% to 14.9% of total internet users during that time. The mobile-only audience includes anyone who exclusively uses either a smartphone, tablet or feature phone for their connectivity. emarketer presumes that the vast majority of mobile-only internet users are using a smartphone as their digital device of choice. Behind the Numbers emarketer s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each emarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 3

4 For certain demographic groups, the high cost of broadband internet which had previously been a major inhibitor for internet access is no longer a deterrent. Smartphones, which offer a relatively cheap way to go online, have easily become the go-to option for accessing the internet. This is especially true among those with relatively low incomes. A December study by Pew Research Center found that US adults with annual household income of less than $20,000 were more likely than average adults to own a smartphone but not have a home broadband service. Hispanics, blacks, young adults between 18 and 29, and adults with less education were also more likely to fall in this group. Several factors have helped propel the mobile-only audience. First, the number of people who own and use smartphones continues to rise dramatically. emarketer estimates that over 207 million people, or 78.0% of internet users, will own and use a smartphone at least monthly in. Second, improvements made to mobile functionality and data speeds, coupled with the convenience of using a mobile device anytime and anywhere, will give internet users less incentive to use desktop computers. Third, many people especially young consumers go straight to mobile when they first start using the internet. For example, children who primarily use their parents tablets or smartphones will fall into this group of young mobile-only internet users. Dual Desktop/Laptop and Mobile Internet Users Even as more internet users go online via their mobile device, many still regularly access the web on both PCs and mobile devices. These dual-device users will represent four out of every five internet users (81.2%) in. Only 18.8% will depend entirely on either PCs or mobile devices. PCs still play an important role for certain activities in the home and at work. emarketer expects the share of those who use both a PC and a mobile device to hover around 80% throughout the remainder of the forecast period. The cost of mobile data will remain one of the biggest constraints of going mobile-only, and many internet users prefer to have more than one means of online access. MOBILE PHONE AND SMARTPHONE USERS More than eight in 10 people in the US will use a mobile phone in. Annual user gains will not climb substantially over the forecast period, with any growth coming from new mobile phone users in the youngest and oldest age segments. US Mobile Phone Users and Penetration, - millions, % change and % of population % 2.3% % 2.0% % 1.6% % 1.4% % 1.7% % 1.3% % 1.0% Mobile phone users % change % of population Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month MOBILE PHONE USERS Between 82.0% and 97.0% of individuals ages 12 and older will use a mobile phone this year. Penetration rates will be highest among young adults ages 18 to 24, followed by adults 25 to 34. Although adoption is lower among children under 11 and seniors 65 and older, these two groups will post the highest gains over the forecast period. whites will have the highest penetration rates in the US throughout the forecast period, though usage across all races and ethnicities will top 80% by. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 4

5 emarketer includes feature phones and smartphones in its estimates of mobile phone users. Though a majority of mobile phone users (79.0%) will own and use a smartphone in, a sizable chunk (21.0%) will still use a feature phone. However, emarketer expects the number of feature phone users to decline throughout the forecast period, as increasingly more people choose to upgrade to smartphones. SMARTPHONE USERS In, smartphone users will account for nearly four out of five mobile phone users. Despite such a high penetration rate, the smartphone user base will grow steadily at 8.7% this year. US Smartphone Users and Penetration, - Smartphone users (millions) 16.7% 11.4% 8.7% 6.1% 4.2% 3.3% 2.0% % of mobile phone users 67.6% 73.8% 79.0% 82.7% 84.8% 86.5% 87.3% 53.6% 59.3% 63.9% 67.3% 69.6% 71.4% 72.2% Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month The robust growth of smartphone audiences seen in earlier years has ended due to saturation, and any gains will be fueled by the influx of low-cost smartphones and added device functionality and features such as larger screens, which have attracted many new smartphone users. These factors should help support growth among late adopters of smartphones, especially adults 55 years and older. Smartphone User Demographics Mobile phone users ages 18 to 44 will be the most likely to use a smartphone throughout the forecast period. Penetration for 12- to 17-year-olds and adults ages 45 to 54 will be slightly lower, followed by 55- to 64-year-olds. Smartphone users still account for a minority of children and senior mobile phone users, though by, smartphone users will surpass the 50% mark for mobile phone users 65 and older. Children 11 and younger and adults ages 55 and older will have the fastest-growing smartphone audience throughout the forecast period, boosted by low penetration rates. Smartphone users account for the majority of mobile phone users for all major races and ethnicities. About 80% of non-hispanic white mobile phone users will use a smartphone regularly this year the highest penetration of any racial or ethnic group, surpassing Asians for the first time. Asians and black mobile phone users will be equally as likely to use a smartphone, followed by Hispanics. There will be a similar number of men and women who use smartphones, though women have a slight lead. Around 64% of both males and females will own and use such a device this year. MOBILE PHONE INTERNET USERS Approximately 65.0% of people in the US, or four out of five mobile phone users, will go online via a mobile phone regularly in. Mobile phone internet users are comprised of those who access the internet via a smartphone or feature phone, regardless of whether they use a desktop or tablet device. Virtually all smartphone owners use their device to access the internet. As a result, the vast majority of mobile phone internet users are smartphone internet users, encompassing 98.4% of the audience. But there is still a small number of users who go online via feature phones, accounting for 1.6% of mobile phone internet users. Similar to smartphone users, mobile phone internet users are more likely to be between the ages of 18 and 44. When examining mobile phone internet users by race/ethnicity, there are no significant differences in penetration, though Asians and non-hispanic whites will be slightly more likely than blacks and Hispanics to use the internet via a mobile phone. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 5

6 TABLET USERS In, over half of the US population and nearly two out of every three internet users will use a tablet. Usage has grown substantially since the first iteration of the ipad was released in However, the initial surge in tablet adoption has ended, and year-overyear gains will slowly abate. US Tablet Users and Penetration, - millions, % of internet users and % of population % 46.7% % % % % % % 62.8% 63.7% 64.5% 65.4% 66.2% 55.3% Tablet users % of internet users % of population Note: individuals of any age who use a tablet at least once per month The US tablet audience reached its peak growth in 2012, soaring by 182.4%, but it will expand by just 4.7% this year. Competition from smartphones, phablets and the lack of new tablet features are factors inhibiting further uptake. Additionally, the extended replacement cycles of tablets have delayed the need for users to buy a new device. That said, tablet users will still continue to see year-over-year gains. Usage in enterprise and educational markets, improved features of the device like tablets with 2-in-1 functionality and lower-cost models will fuel future increases in penetration. emarketer defines tablet users as individuals of any age who use a tablet at least once per month a tablet user does not need to own a tablet. Because tablets are commonly shared among members in a household, one device is likely to have multiple users. TABLET USER DEMOGRAPHICS In, emarketer estimates that more than half of the US population will use a tablet regularly for the first time. Adults ages 35 to 44 and teens 12 to 17 will have the highest penetration rates, at 66.6% and 63.5%, respectively. Younger children are increasingly going online via tablets, both through their parents devices and through their own, many of which are specifically marketed to and designed for child audiences. More than 66% of internet users 11 and younger and 65.5% of internet users 12 to 17 will be tablet users this year. By, those percentages will increase to 71.7% and 69.1%, respectively. emarketer has increased its previous forecast for tablet users 11 and younger based on new data indicating higher-than-expected usage. US Hispanics have the most highly penetrated tablet audience of any major race or ethnicity. More than 71% of Hispanic internet users and nearly 55% of the overall Hispanic population will use a tablet regularly in, accounting for 19.1% of total US tablet users. Usage among Asians and non-hispanic whites is slightly lower, and significantly lower among blacks. One out of every two Asians and non-hispanic whites will use a tablet this year, while tablet users will account for 46.1% of blacks overall. whites will make up about 62% of the US tablet audience for the entirety of the forecast period, the largest share of any ethnic group. The US tablet audience will skew slightly female for the entirety of the forecast period. This year, the US tablet user base will be made up of 52.3% women and 47.7% men. Shares will remain relatively consistent in the coming years, though females will continue to adopt tablets at a faster rate through. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 6

7 TABLET INTERNET USERS Like the mobile phone, the tablet has provided an alternative route for online access. Today, over half of US internet users (58.1%) and 47.6% of the population will use a tablet to go online at least monthly, according to emarketer s first-ever forecast of tablet internet users. The majority of tablet owners use their device for online activities. More than 92% of tablet users will use their device to access the internet in. There is a small number of tablet users (about 8%) who do not go online on their device. Rather, they use their tablets for offline activities such as reading and offline gaming, and these users simply rely on other devices for their online tasks. emarketer does not expect tablet internet users to grow much more substantially as a result of the decelerating tablet user growth. DUAL TABLET AND SMARTPHONE USERS When compared with the overall population, the US tablet audience is more likely to also own and use a smartphone. About 126 million individuals or 75.5% of US tablet users, 60.8% of US smartphone users and 47.4% of US internet users will use both a tablet and a smartphone regularly in. By, more than 85% of tablet users and nearly two out of three smartphone users will do so. There s still a sizable number of people who use either a tablet or a smartphone, but not both. This year, 24.5% of tablet users will not use a smartphone and 39.2% of smartphone users will not use a tablet. The US smartphone audience is climbing at a faster rate than the US tablet audience. As a result, the number of smartphone users who do not use a tablet will increase throughout the forecast period, while the percentage of tablet users who do not use a smartphone will decrease. EREADER USERS There will be less than 3 million new ereader users between and. The maturity of the ereader audience, as well as the shift to reading ebooks on smartphones and tablets, is contributing to the decelerating audience growth. Single-function devices like the ereader are finding it harder to compete with multifunctional products like the tablet and smartphone. US Ereader Users and Penetration, - Ereader users (millions) % 4.2% 3.5% 2.8% 2.0% 1.8% 1.6% % of internet users 31.6% 32.1% 32.5% 32.8% 33.0% 33.3% 33.6% 25.1% 26.0% 26.6% 27.2% 27.5% 27.8% 28.0% Note: individuals of any age who use an ereader at least once per month Over 86 million individuals 26.6% of the US population and 32.5% of internet users will use an ereader at least once per month in. Despite slowing growth, the ereader audience will still see small year-over-year gains throughout the forecast period. Longer battery life compared with tablets and smartphones, nonglare screens that make it easier to read and lower price points will contribute to ereader growth. Around 30% of adults 18 and older will use an ereader at least monthly in, though older adults are more likely to use such a device. Meanwhile, children and teens are much less likely to use an ereader. Only 2.4% of teens and 0.2% of children younger than 11 will use an ereader. emarketer has decreased the number of ereader users for all age groups starting in based on new data indicating lower-than-expected penetration levels. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 7

8 SOCIAL NETWORK USERS Social networking in the US is widespread. emarketer expects that more than half (57.3%) of the US population and nearly 70% of internet users will use social networks regularly in. As social networking penetration inches closer to saturation among the online audience, differences in the devices used to engage on social networks become more apparent. US Social Network Users and Penetration, - Social network users (millions) % % % % % % % % of internet 68.6% 69.3% 69.9% 70.5% 71.1% 72.0% 72.6% users 54.5% 56.0% 57.3% 58.4% 59.3% 60.1% 60.6% Note: internet users of any age who use social networks via any device at least once per month Nearly all people in the US who will use a social network already do so. Annual growth rates will be in the low single digits through, fueled mostly by mobile internet users, as well as children and adults 65 and older. Mobile internet adoption is transforming the social network landscape. Of the million social network users in the US this year, over 30% or 56.8 million people will use social networks exclusively on a mobile device. SOCIAL NETWORK USER DEMOGRAPHICS Internet users of all ages are slightly more likely to use social networks than they were in. But the increase in social network usage has been most pronounced among those 55 and older. Between and the number of social network users ages 55 and older grew by 17.9%, while growth for those 17 and younger grew by 3.6%. Internet users ages 18 to 24 will have the highest social network penetration, at 96.0%. Teens 12 to 17 and adults 25 to 44 also have well above average penetration rates, ranging from 81.0% to 88.3%. The majority of older adults ages 55 to 64 will use social networks regularly, while social network users will reach the 50% mark for adults 65 and older as of. emarketer has decreased the overall social network user growth rate since its previous forecast. Though the number of users ages 55 and older is increasingly rapidly, newer social networks like Instagram and Snapchat, which have helped propel social networking usage among younger internet users, will have a more difficult time appealing to older adults. The US Hispanic internet user base will have a considerably higher percentage of social network users compared with any other major race or ethnicity through at least. Black internet users will also overindex in social network penetration throughout the forecast period. whites will continue to have the largest social network audience in the US but will lose share year over year to the swelling Hispanic user base. Women internet users are a bit more likely to visit social networks than men. This year, 71.4% of female internet users, compared with 68.3% of male internet users, will visit a social network regularly. This small gap is expected to persist for the entirety of the forecast period, though it will shrink slightly as a small number of males adopt social networks that are currently skewing female, such as Pinterest. SOCIAL NETWORK USERS BY DEVICE Desktop/laptop-only social network users: Over half of all social network users (57.0%) accessed their accounts exclusively through a desktop or laptop device in Today, the share of desktop-only social network users has contracted to less than one in 10 users. And by, this audience will shrink even further to just 5.9%, emarketer estimates. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 8

9 Mobile-only social network users: Today, over 30% of social network users will only use a mobile device (a smartphone, feature phone or tablet) to visit social sites. It is expected that the majority of these users are smartphone users. By, the proportion of mobile-only social network users will rise by nearly 7 percentage points to approximately 76 million people, or nearly a quarter of the entire US population. New smartphone users and smartphone users who are integrating social networking activities into their mobile routines for the first time will fuel this growth, as will the emergence of new mobile-first social networks like Instagram and Snapchat. Dual desktop and mobile social network users: Regardless of what device is most preferred, the majority of social network users (60.1%) will continue to use both mobile devices and desktops to access their social networks in. But with the emergence of new mobile-first social networks like Instagram, the share of dual desktop and mobile device users will shrink to 56.6% by as social network users shift more of their usage from desktop to mobile year after year. Mobile phone social network users: Mobile phone social network users are smartphone or feature phone users who access a social network on a monthly basis, regardless of whether they also use a desktop/laptop or tablet. Among mobile phone users, 62.0% will use a mobile app or browser to visit a social platform in, and this group will expand to 67.6% by. Nearly all mobile phone social network users will use a smartphone to visit these sites. There is a sizable chunk of mobile phone users who will not use a social network about 38% in leaving much room for future growth. These users are more likely to be in the oldest and youngest age segments who do not access the internet on their device, or those who have not yet adopted social networks. Tablet social network users: Approximately million individuals, or 69.0% of tablet users and 62.0% of social network users, will regularly visit social networks on a tablet in. As with overall tablet user growth, tablet social network users will not increase much more substantially, reaching nearly 70% of tablet users and 63.8% of social network users by. FACEBOOK USERS The vast majority of social network users (87.8%) and over half of all people in the US use Facebook on a regular basis. Smartphone access is increasing the frequency in which users visit Facebook, and the platform s growing popularity among older internet users is expected to help increase the number of users over the next few years. US Facebook Users and Penetration, - millions and % of population % % Facebook users % % % of population % % % Note: internet users of any age who access their Facebook account via any device at least once per month Most people in the US are already using Facebook. Between and the end of the forecast period, there will be 14.6 million new Facebook users in the US, with growth hovering between 1.7% and 2.9%. The majority of this group will be made up of older adults. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 9

10 Internet users ages 12 to 17, 18 to 24 and 25 to 34 will have the highest Facebook penetration rates, ranging from 78.6% to 88.5% in. More than two-thirds of internet users ages 35 to 44 will use Facebook this year, while more than half of 45- to 64-year-olds will do so. Adults 65 and older will see the highest jump in Facebook penetration, increasing nearly 6 percentage points between and. US Hispanic internet users will have the highest Facebook adoption rates throughout the forecast period. This year, 64.0% will visit Facebook regularly. By, over two-thirds will do so. Facebook users will account for roughly six out of every 10 non-hispanic white, black and Asian internet users this year. Women are more likely to use Facebook than men. This year, 65.1% of female internet users will visit the site at least monthly, compared with 57.4% of male internet users. The US Facebook audience will be made up of 54.4% females and 45.6% males in. emarketer has increased the number of total Facebook users for each year of the forecast based on strong user growth reported in the company s Q4 earnings. FACEBOOK USERS BY DEVICE Desktop/laptop-only Facebook users: Facebook user trends by access device closely parallels the overall social network landscape. Approximately one out of every 10 Facebook users will employ only a desktop/laptop to access their account this year. By, an even smaller portion (5.5%) of users will rely solely on their desktops. Mobile-only Facebook users: Nearly one-third of Facebook users or 53.8 million people will access the platform exclusively via a mobile device in. While mobile devices include smartphones, feature phones and tablets, emarketer expects the vast majority of these users will use a smartphone to visit Facebook. When compared with the overall social network landscape, the proportion of mobile-only Facebook users is larger than the proportion of mobile-only social network users, 33.0% vs. 30.6%, respectively, indicating that Facebook users are slightly more oriented toward mobile devices exclusively. This is not surprising given that the Facebook app is so widely used that it captures nearly one out of every five minutes spent on smartphones in the US, Facebook COO Sheryl Sandberg said in a statement during the company s Q2 earnings release. Dual desktop/laptop and mobile Facebook users: More than half of all Facebook users (56.7%) will use both a PC and mobile device to access the platform on a monthly basis this year. Dual-device Facebook users will continue to lose share over the forecast period, though still maintain the majority, as users increasingly shift their time spent to mobile devices. TWITTER USERS Nearly 57 million individuals in the US 30.6% of social network users, 21.4% of internet users and 17.5% of the population will use Twitter at least once per month in. emarketer has decreased the number of Twitter users ages 12 to 24 and 65 and older based on new data suggesting slower-than-expected uptake. The total number of Twitter users has also been adjusted downward as a result of these changes. US Twitter Users and Penetration, - Twitter users (millions) % 8.9% 8.0% 7.3% 6.6% 4.7% 4.0% % of social network users 27.8% 29.2% 30.6% 31.9% 33.2% 34.1% 34.8% % of internet users 19.1% 20.2% 21.4% 22.5% 23.6% 24.5% 25.3% 15.1% 16.4% 17.5% 18.6% 19.7% 20.5% 21.1% Note: internet users of any age who access their Twitter account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 10

11 The US Twitter user base is forecast to expand 8.0% this year, slightly slower growth compared with Pinterest and Tumblr, but will maintain significantly higher yearly growth rates compared with that of Facebook and the larger social networking audience for the entirety of the forecast period. Young adults ages 18 to 34 remain Twitter s core audience, making up 43.1% of the social network s user base in. Another 16.7% will come from 35- to 44-year-olds. Internet users in these age ranges, along with teens ages 12 to 17, will overindex in Twitter usage throughout the forecast period. The rise of newer social networks like Instagram and Snapchat, as well as the growing popularity of chat apps, has slowed Twitter uptake among younger social network users. As a result, emarketer has lowered its estimates for Twitter users ages 12 to 24. whites will account for one out of every two Twitter users this year, though this group s share is decreasing annually as the Hispanic Twitter audience grows. Men are slightly more likely to use Twitter than women. Approximately 31.4% of male social network users and 29.9% of female social network users will use the platform regularly in. But because the size of the female social network audience is larger than that of males, the breakdown between genders will be split 51.1% female and 48.9% male. TWITTER USERS BY DEVICE Desktop/laptop-only Twitter users: Twitter users that solely rely on a desktop or laptop will account for 7.0% of all US Twitter users in, or 4.0 million people. Arguably, Twitter has long had a strong mobile presence, and users of Twitter are less likely than overall social network users to be desktop-only users. However, emarketer does not expect the number of desktop-only Twitter users to decline significantly over the forecast period, since there are many users that still prefer to use a desktop for work-related activities such as news and information gathering. Mobile-only Twitter users: Twitter is a highly mobile social network, with user engagement coming primarily through its mobile app. Close to half of Twitter users will be visiting the platform exclusively through a mobile device this year. Equating to 26.9 million people in, the number of mobile-only Twitter users will climb steadily to more than 44 million by. emarketer estimates that Twitter s mobile-only user share is comparatively higher than that of Facebook s and the overall social network market. Dual desktop/laptop and mobile Twitter users: Unlike the broader social network space, Twitter users who access the site via both a desktop/laptop and mobile device will account for less than half of the platform s users in. emarketer estimates that 45.6% of Twitter users will be dual-device users this year, while 54.4% of users will use either a PC or mobile device, with the majority being mobile-only. PINTEREST USERS This year, the number of Pinterest users who visit the site at least once per month is expected to reach 54.6 million, or 29.4% of total social network users and 20.6% of total internet users. Pinterest continues to be overwhelmingly more popular with women than men. This year, its audience will be made up of 81.2% women and 18.8% men. emarketer has increased the male share of Pinterest users for the entire forecast as the company s efforts to diversify its content is starting to pay off, resulting in marginal gains in male users. But by the end of, emarketer expects that males will still account for only 22.5% of total Pinterest users, compared with a 77.5% share of women. Pinterest continues to attract young adults. The largest concentration of the US Pinterest audience will be made up of users ages 18 to 44, with this age group accounting for 63.2% of total users this year. emarketer has significantly increased its figures for the number of Pinterest users starting in for all age groups between 12 and 44 as a result of new data pointing to higher usage. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 11

12 INSTAGRAM USERS Instagram is the fastest-growing social network included in emarketer s forecast and surpassed Twitter in the number of users for the first time in. This year, there will be over 89 million Instagram users 32.6 million more than the number of Twitter users. Although user growth has slowed significantly when compared with gains in 2013 and, it will remain on a healthy trajectory throughout the forecast period, growing to more than 116 million users by. Instagram is primarily a smartphone app, and its users account for a significant portion of the US smartphone audience. By the end of, 43.1% of smartphone users will use the photo- and video-sharing service on a monthly basis. As a mobile-first social platform, Instagram is widely popular among young mobile internet users. In, nearly two out of every three Instagram users will be between the ages of 12 and 34. Females continue to use Instagram at a much higher rate than males. This year, 53.6% of female social networkers and 42.1% of male social network users will access Instagram regularly, translating to respective shares of 58.3% and 41.7%. TUMBLR USERS The US Tumblr audience is expected to reach 23.2 million by the end of, the smallest user base among social platforms tracked by emarketer. About 8.7% of internet users and 12.5% of social network users will use the social blogging site on a regular basis in. Tumblr s core audience is made up of adults 18- to 34-years-old, with about 53% of its user base falling within this age range. Another 29% of Tumblr users will be in the 12-to-17 and 35-to-44 age groups. As in the case of all social platforms, mobile use of Tumblr is growing strongly and is driving overall uptake of the platform. Tumblr has recently introduced new features to its mobile app, including the ability to instant message and share GIFs, which has helped to re-engage users on the platform. emarketer forecasts Tumblr users to grow 10.5% in, the second-fastest rate after Instagram. emarketer has increased its estimates for Tumblr users ages 12 to 34 based on new data, contributing to an upward adjustment for the total number of US Tumblr users. Instagram has been primarily focused on mobile, but more recently, the photo-sharing platform has made some of its services available to desktop users. Desktop users can now search for profiles, view and comment on photos, and search hashtags and locations on the desktop site. However, users are not yet able to create content using Instagram s desktop service. For the time being it is unclear how large Instagram s desktop audience is and whether this audience will grow. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 12

13 DIGITAL VIDEO VIEWERS More movies, TV shows and video content are being watched over the internet than ever before. Heavily driven by the adoption of streaming services like YouTube, Netflix, Amazon and Hulu, video has become a multiscreen activity with viewers across desktops, smartphones, tablets and other connected devices. US Digital Video Viewers and Penetration, - Digital video viewers (millions) % of internet users % 77.5% 61.5% % 79.2% 64.1% % 80.3% 65.8% % 81.0% 67.1% % 81.8% 68.2% % 82.5% 68.9% % 83.1% 69.4% Note: internet users of any age who watch digital video content via any device at least once per month The US audience for digital video that is, video consumed on any digital device will top 213 million in, making up nearly two-thirds of the entire population and four out of every five internet users. emarketer has increased the number of digital video viewers for the entire forecast as a result of larger-than-expected smartphone video audiences. The size of this audience is not likely to increase much further. Growth will run in the low single digits throughout the forecast period. By, more than 232 million people, or 69.4% of the US population and 83.1% of the total internet audience, will watch video content on a PC or via a mobile device at least once per month. DIGITAL VIDEO VIEWERS BY AGE Digital video viewing skews relatively young among internet users, though the majority across all age segments consume digital video content at high levels. In, 12- to 17-year-olds and 18- to 24-year-olds will have the highest penetration rates, at 94.5% and 96.5%, respectively. Children 11 and younger, many of whom stream digital content on their parents smartphones and tablets, make up a fairly significant portion of the total digital video viewing audience. emarketer forecasts that more than seven out of 10 children younger than 12 who use the internet will watch a digital video regularly in. Viewing video content on smartphones and tablets will especially help drive growth for the children and teen digital video viewing audiences, as well as boost the frequency of viewing for users of all ages. DIGITAL VIDEO VIEWERS BY DEVICE Desktop/laptop-only video viewers: Over a quarter (27.1%) of digital video viewers will only watch video content on a traditional desktop or laptop in. This share is much larger when compared with that of overall internet usage where desktop-only internet users will account for 7.1% of the total internet audience. Despite mobile s growth, many video viewers still prefer a desktop over smaller screens. Additionally, mobile speeds and data costs associated with video streaming have limited the level of engagement some viewers have with mobile video. For these reasons, PCs offer a more affordable and enjoyable solution for watching video content. Mobile-only video viewers: Tablets and mobile phones, particularly smartphones, are becoming popular devices for watching video, especially among younger viewers. About one out of every three digital video viewers will consume content only through one of these mobile devices this year. The availability of 4G, the increasing presence of video on social networks and the ever-expanding mobile streaming options will help attract more viewers on mobile. Between and, there will be over 16.7 million new mobile-only video viewers, accounting for nearly 38% of the total viewing audience. Nearly 62% of all viewers are in the 18-to-54 age groups. Those 55 and older make up less than 19% of the total video viewer audience. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 13

14 Dual desktop/laptop and mobile video viewers: Nearly 40% of digital video viewers use multiple devices for watching video content. emarketer estimates that over 84 million people will use both a desktop and mobile device to watch videos in. This proportion of users will remain stable for the entire forecast at roughly four in 10 users. Mobile phone video viewers: This year, well above half of all people with mobile phones in the US will watch video content on their device. Virtually this entire audience (99.3%) is made up of smartphone video viewers. emarketer has significantly raised its estimates for mobile phone video viewers as a result of increased consumption via smartphones. Tablet video viewers: The tablet video viewing population will represent 64.3% of all tablet users in. Similar to overall tablet users, robust growth in the earlier years has ended, and year-over-year increases in tablet video viewers will be in the single digits starting in. DIGITAL MUSIC LISTENERS DIGITAL RADIO LISTENERS Radio listeners are embracing digital radio on an increasingly broad set of devices, including desktop and laptop computers, smartphones, tablets, in-car systems and other consumer electronics gadgets embedded with digital radio apps. emarketer estimates there will be million monthly digital radio listeners in, and that figure will grow to million in. Digital radio listeners are at mass-market proportions, representing more than two-thirds of internet users and about 56% of the US population in. Increased streaming on non-desktop devices will drive small annual growth during the forecast period. emarketer s definition of digital radio listeners includes listeners to digital broadcasts of terrestrial radio stations, digital-only stations or podcasts. MOBILE PHONE MUSIC LISTENERS More than 112 million people 42.8% of mobile phone users and 34.7% of the US population will listen to music via mobile phone through direct download or live stream in. By, one out of every two mobile phone users will do so. The number of mobile phone music listeners will climb steadily between and. The continued adoption of streaming music services such as Pandora, Spotify and itunes Radio will be a main growth driver. Virtually all (99.6%) mobile phone music listeners will access their music via smartphone. emarketer expects that 54.0% of smartphone users will listen to music through direct download or live stream on their device this year. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 14

15 emarketer defines mobile phone music listeners as mobile phone users who listen to streaming music, such as via Pandora, Spotify or another digital radio station, as well as those who download music directly onto their phone, via the itunes Store or a similar service. emarketer does not include listeners who only sideload music from their PC to their phone. TABLET MUSIC LISTENERS Less than half of all tablet users will listen to music on a tablet via direct download or live stream this year. Tablet music listeners will continue to make up a minority of tablet users until, when they are expected to account for half of all users. In, tablet music listeners will reach 82.0 million people, or 25.3% of the US population, up 5.8% from. Growth will continue in the low single digits throughout the forecast period. DIGITAL GAMERS ONLINE GAMERS More than 41% of internet users and about one-third of the US population will play online games casually through a web browser on a desktop or laptop computer at least once per month in. The online gamer audience will grow only slightly throughout the forecast period, adding 12.6 million new gamers between and. One out of every two social network users and 36.0% of internet users will play a game on a social platform at least once per month this year. Annual growth rates for social network gamers will be in line with that of online casual gamers through, fueled primarily by new social network users in the youngest and oldest age groups. Online console gamers are much smaller in number, representing 19.4% of internet users this year. Penetration will only rise by a little over 1 percentage point by. The lack of new console releases, combined with audience maturity and the popularity of mobile gaming, will lead to slower user gains. MOBILE PHONE GAMERS The mobile gaming audience in the US continues to grow steadily, even though gaming is already a common mobile activity. About 69% of mobile phone users and nearly 56% of the US population will play games on their phone at least monthly in, a 9.4% year-over-year increase. The sustained popularity of gaming apps and new smartphone users will primarily drive this growth. US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 15

16 TABLET GAMERS More than 120 million people, or 72.5% of tablet users, will play games on a tablet at least once per month in. By, half of the US digital audience will play tablet games. The number of tablet gamers will rise 6.6% this year and audience growth will remain steady over the forecast period. emarketer has increased its projection for the number of US tablet gamers slightly based on the updated forecast for overall tablet users. COMPLETE FORECAST INTERNET USERS US Internet Users and Penetration, - millions, % of population and % change % % 82.0% 82.8% 83.4% 83.5% 83.5% 2.9% 2.6% 2.2% 1.9% 1.5% 0.9% 0.8% Internet users % of population % change Note: individuals of any age who use the internet from any location via any device at least once per month US Internet Users and Penetration, by Device, - Desktop/laptop internet users (millions) % of internet users % 1.5% 1.1% 0.7% 0.4% 0.1% 0.1% 90.3% 89.3% 88.3% 87.3% 86.4% 85.7% 85.1% 71.7% 72.2% 72.4% 72.3% 72.0% 71.5% 71.1% Mobile-only internet users (millions) % of internet users % 9.7% 7.7% % 10.7% 8.6% % 11.7% 9.6% % 12.7% 10.5% % 13.6% 11.3% % 14.3% 11.9% % 14.9% 12.4% Note: individuals of any age who use the internet at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 16

17 US Internet Users, by Device, - millions, % change and % of total internet users Mobile*-only internet users (millions) % of total 9.7% internet users Desktop/laptoponly internet 32.0 users (millions) -32.2% % of total 12.6% internet users Dual desktop/ laptop and mobile* internet users (millions) % % -19.1% -11.9% -13.9% -16.6% -15.9% 8.9% 7.1% 6.1% 5.2% 4.3% 3.6% % % % 13.2% 11.8% 10.6% 10.7% 11.7% 12.7% % % 13.6% % % 14.3% % % 14.9% % % of total internet users 77.7% 80.4% 81.2% 81.2% 81.2% 81.4% 81.5% Note: individuals of any age who access the internet via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Internet Users, by Device, - millions Desktop/laptop-only internet users Mobile*-only internet users Dual desktop/laptop and mobile* internet users Note: individuals of any age who access the internet via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Internet Users, by Age, - millions and % change Internet users (millions) Total Internet user growth (% change) % 2.7% 2.1% 2.1% 2.6% 0.3% 0.4% % 0.0% 0.1% 0.1% 0.0% 0.3% 0.6% % 0.7% 0.2% 0.2% 0.1% 0.2% 0.1% % 2.5% 3.0% 2.3% 2.2% 1.3% 0.8% % 1.3% 0.8% 1.3% 1.3% 1.5% 1.4% % 0.5% 0.1% -0.5% -0.8% -1.4% -0.7% % 2.7% 2.2% 2.1% 1.9% 0.9% 0.2% % 11.8% 9.7% 7.4% 4.0% 3.5% 3.5% Total 2.9% 2.6% 2.2% 1.9% 1.5% 0.9% 0.8% Note: individuals who use the internet from any location via any device at least once per month; numbers may not add up to total due to rounding US Internet User Penetration, by Age, - % of population in each group % 50.6% 51.6% 52.6% 53.9% 54.0% 54.1% % 97.0% 97.0% 97.0% 97.2% 97.3% 97.4% % 96.0% 97.0% 97.8% 98.0% 98.4% 98.8% % 93.0% 94.2% 95.0% 96.0% 96.1% 96.2% % 92.0% 92.6% 93.0% 93.0% 93.1% 93.1% % 89.0% 89.6% 90.0% 90.5% 90.6% 90.8% % 82.5% 82.9% 83.5% 84.2% 84.3% 84.3% % 63.7% 67.6% 70.3% 70.7% 70.8% 70.8% Total 79.4% 80.8% 82.0% 82.8% 83.4% 83.5% 83.5% Note: individuals who use the internet from any location via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 17

18 US Internet User Share, by Age, - % of total % 9.5% 9.5% 9.5% 9.6% 9.5% 9.5% % 9.3% 9.1% 9.0% 8.8% 8.8% 8.8% % 11.5% 11.3% 11.1% 11.0% 10.9% 10.8% % 15.8% 15.9% 16.0% 16.1% 16.2% 16.2% % 14.4% 14.1% 14.1% 14.1% 14.1% 14.2% % 14.8% 14.5% 14.1% 13.8% 13.5% 13.3% % 13.0% 13.0% 13.0% 13.1% 13.1% 13.0% % 11.7% 12.6% 13.3% 13.6% 13.9% 14.3% Note: individuals who use the internet from any location via any device at least once per month US Internet Users and Penetration, by Gender, - Female (millions) % 2.3% 1.8% 1.6% 1.3% 0.9% 0.9% % of internet users 51.6% 51.4% 51.2% 51.1% 51.0% 51.0% 51.1% % of female population 80.7% 82.0% 82.8% 83.5% 83.9% 84.1% 84.2% Male (millions) % 2.9% 2.7% 2.1% 1.6% 0.8% 0.8% % of internet users 48.4% 48.6% 48.8% 48.9% 49.0% 49.0% 48.9% % of male population 78.0% 79.7% 81.1% 82.2% 82.8% 82.8% 82.8% Total (millions) % 2.6% 2.2% 1.9% 1.5% 0.9% 0.8% 79.4% 80.8% 82.0% 82.8% 83.4% 83.5% 83.5% Note: individuals of any age who use the internet from any location via any device at least once per month; numbers may not add up to total due to rounding US Adult Internet Users, by Gender, - Female (millions) % 2.4% 1.8% 1.6% 1.3% 1.1% % of adult internet users % of adult female population 51.7% 51.5% 51.1% 50.9% 50.7% 50.8% 84.3% 85.4% 86.1% 86.6% 86.9% 87.0% Male (millions) % 3.5% 3.3% 2.6% 1.7% 1.0% % of adult internet users % of adult male population 48.3% 48.5% 48.9% 49.1% 49.3% 49.2% 82.8% 84.8% 86.7% 87.9% 88.5% 88.4% Total % 2.9% 2.5% 2.1% 1.5% 1.0% % of adult population 83.6% 85.2% 86.4% 87.3% 87.7% 87.7% % 50.8% 87.1% % 49.2% 88.3% % 87.7% Note: individuals ages 18+ who use the internet from any location via any device at least once per month; numbers may not add up to total due to rounding US Child/Teen Internet Users and Penetration, by Gender, - Female (millions) % 2.1% 2.0% 1.8% 1.4% 0.3% 0.4% % of child/teen internet users % of child/teen female population 51.0% 51.4% 51.8% 52.2% 52.2% 52.2% 52.2% 68.3% 69.7% 71.0% 72.2% 73.2% 73.3% 73.4% Male (millions) % 0.6% 0.2% 0.3% 1.3% 0.3% 0.6% % of child/teen internet users % of child/teen male population 49.0% 48.6% 48.2% 47.8% 47.8% 47.8% 47.8% 62.8% 63.1% 63.2% 63.3% 64.1% 64.2% 64.4% Total (millions) % 1.4% 1.1% 1.1% 1.4% 0.3% 0.5% % of child/teen population 65.5% 66.3% 67.0% 67.6% 68.5% 68.7% 68.8% Note: individuals ages 0-17 who use the internet from any location via any device at least once per month; numbers may not add up to total due to rounding US Internet Users, by Race/Ethnicity, - millions and % change Internet users (millions) White Black Asian Other* Hispanic** Internet user growth (% change) Asian 4.3% 2.6% 4.1% 1.6% 1.0% 1.1% 0.8% Black 6.3% 3.8% 3.1% 3.0% 2.8% 2.5% 2.6% White 1.5% 1.2% 0.8% 0.7% 0.2% 0.1% 0.1% Other* 10.1% 8.8% 4.8% 4.6% 3.9% 3.3% 2.7% Hispanic** 5.3% 7.0% 5.6% 5.7% 5.4% 2.5% 2.5% Note: individuals of any age who use the internet from any location via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 18

19 US Internet User Penetration, by Race/Ethnicity, - % of population in each group White 82.3% 83.2% 83.8% 84.3% 84.4% 84.4% 84.4% Asian 81.5% 82.4% 82.8% 83.1% 83.3% 83.3% 83.4% Black 78.2% 79.6% 82.1% 82.7% 82.8% 83.0% 82.9% Other* 69.0% 73.3% 75.0% 76.6% 77.7% 78.4% 78.6% Hispanic** 71.0% 74.2% 76.5% 79.0% 81.4% 81.6% 81.9% Note: individuals of any age who use the internet from any location via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Internet User Share, by Race/Ethnicity, - % of total White 64.4% 63.5% 62.7% 61.9% 61.2% 60.7% 60.3% Black 12.2% 12.2% 12.4% 12.4% 12.3% 12.4% 12.3% Asian 5.3% 5.4% 5.4% 5.5% 5.6% 5.7% 5.7% Other* 2.5% 2.7% 2.7% 2.8% 2.9% 3.0% 3.0% Hispanic** 15.5% 16.2% 16.7% 17.4% 18.0% 18.3% 18.6% Note: individuals of any age who use the internet from any location via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mother Internet Users and Penetration, - Mother internet users (millions) % 1.4% 1.1% 1.1% 1.4% 0.3% 0.5% % of total mothers 96.0% 96.4% 96.5% 94.7% 95.0% 95.0% 95.0% % total internet users 13.6% 13.3% 13.0% 12.5% 12.4% 12.3% 12.2% Note: females ages 18+ with children under 18 in the household who use the internet from any location via any device at least once per month US Total Broadband Households and Subscriptions, - Households (millions) % 8.3% 5.5% 3.3% 2.2% 2.1% 2.0% % of total households 79.5% 81.8% 84.2% 86.6% 88.7% 90.4% 91.4% Subscriptions (millions) % 3.1% 2.5% 2.1% 2.0% 1.9% 1.8% Note: includes connections with permanent access to the internet via cable modem, DSL, fiber and wireless/satellite technologies; includes mobile SEARCH, AND BLOG USERS US Search Users and Penetration, - Search users (millions) % 2.8% 2.5% 2.2% 1.7% 1.1% 1.1% % of internet users 84.4% 84.6% 84.8% 85.0% 85.2% 85.4% 85.6% 67.0% 68.4% 69.5% 70.4% 71.0% 71.3% 71.5% Note: internet users of any age who search at least once per month from any location via any device US Search Users and Mobile Phone Search Users, & millions Search users Mobile phone search users Note: internet users of any age who search via desktop/laptop and/or mobile phone (browser or app) at least once per month; search users are not mutually exclusive; there is overlap between groups US Mobile Phone Search Users and Penetration, - Mobile phone search users (millions) % of mobile phone users 21.9% 52.8% 41.9% 17.8% 61.0% 49.0% 13.0% 67.8% 54.9% 10.5% 73.9% 60.2% 5.6% 76.8% 63.1% 4.0% 78.8% 65.0% 2.4% 79.9% 66.1% Note: mobile phone users of any age who search on mobile phones at least once per month via mobile browser or app US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 19

20 US Smartphone Search Users and Penetration, - Smartphone search users (millions) % of mobile phone search users % of smartphone users % 17.9% 13.1% 10.6% 5.7% 4.1% 2.5% 99.3% 99.4% 99.5% 99.6% 99.7% 99.8% 99.9% 77.6% 82.1% 85.4% 89.0% 90.3% 91.0% 91.4% 41.6% 48.7% 54.6% 59.9% 62.9% 64.9% 66.0% Note: smartphone users of any age who search on smartphones at least once per month via mobile browser or app US Users and Penetration, - users (millions) % 2.6% 2.5% 2.5% 1.7% 1.2% 1.2% % of internet users 89.6% 89.6% 89.8% 90.4% 90.6% 90.9% 91.2% 71.1% 72.4% 73.6% 74.9% 75.5% 75.9% 76.1% Note: internet users of any age who send an via any device at least once per month US Baby Boomer Internet Users and Penetration, - millions, % change and % of baby boomer population % 80.0% 80.1% 80.2% 79.8% 78.8% 78.1% US Mother Blog Readers, - Mother blog readers (millions) % % % % % % % % of adult blog readers % of mother internet 18.8% 18.4% 17.9% 17.2% 17.0% 16.8% 16.6% 36.9% 37.1% 37.2% 37.3% 37.4% 37.5% 37.5% users Note: female internet users ages 18+ with children under 18 in the household who read blogs via any device at least once per month US Mother Bloggers, - Mother bloggers (millions) 0.2% 0.8% 0.4% -1.9% 0.2% 0.0% 0.0% % of adult bloggers 17.1% 16.7% 16.2% 15.4% 15.1% 14.8% 14.5% % of mother internet 12.4% 12.5% 12.5% 12.5% 12.5% 12.5% 12.5% users Note: female internet users ages 18+ with children under 18 in the household who write blogs about any subject at least once per month MOBILE CONNECTIONS US Mobile Connections, - millions, % change and % of population % % % % % % % -0.4% -0.5% -0.6% -0.7% -1.4% 0 Baby boomer internet users % of baby boomer population % change -2.1% -1.9% Note: individuals born between 1946 and 1964 who use the internet from any location via any device at least once per month % 1.5% 1.4% 1.3% 1.2% 1.2% 1.1% Mobile connections % change % of population Note: data is for Dec of each year US Bloggers and Penetration, - Bloggers (millions) % 3.0% 3.1% 3.0% 2.1% 1.7% 1.6% % of internet users 10.8% 10.9% 11.0% 11.1% 11.2% 11.3% 11.3% 8.6% 8.8% 9.0% 9.2% 9.3% 9.4% 9.5% Note: internet users of any age who update blogs via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 20

21 MOBILE PHONE USERS US Mobile Phone Users and Penetration, - millions, % change and % of population % 2.3% % 2.0% % 1.6% % 1.4% % 1.7% % 1.3% % 1.0% Mobile phone users % change % of population Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month US Mobile Phone Users, by Age, - millions Total Note: individuals who own at least one mobile phone and use the phone(s) at least once per month; numbers may not add up to total due to rounding US Mobile Phone User Share, by Age, - % of total % 4.1% 4.2% 4.2% 4.2% 4.2% 4.2% % 8.5% 8.4% 8.3% 8.2% 8.2% 8.1% % 11.7% 11.4% 11.2% 11.2% 11.0% 10.9% % 16.5% 16.5% 16.6% 16.7% 16.8% 16.7% % 15.0% 14.8% 14.8% 14.7% 14.7% 14.8% % 15.4% 15.1% 14.8% 14.4% 14.1% 13.8% % 14.0% 14.0% 14.1% 14.1% 14.1% 14.0% % 14.7% 15.5% 15.9% 16.4% 16.9% 17.4% Note: individuals who own at least one mobile phone and use the phone(s) at least once per month; numbers may not add up to 100% due to rounding US Mobile Phone User Penetration, by Age, - % of population in each group % 22.0% 22.6% 23.1% 23.5% 23.8% 24.0% % 88.0% 88.3% 88.6% 89.1% 89.4% 89.6% % 96.5% 97.0% 97.2% 98.2% 98.5% 98.7% % 96.2% 96.4% 96.8% 98.3% 98.6% 98.8% % 95.7% 95.9% 95.9% 95.9% 96.0% 96.1% % 92.4% 92.5% 92.9% 93.3% 93.5% 93.6% % 88.3% 88.4% 88.9% 89.4% 89.8% 90.0% % 79.5% 82.0% 83.0% 84.0% 84.8% 85.2% Total 79.3% 80.3% 80.9% 81.4% 82.1% 82.5% 82.7% Note: individuals who own at least one mobile phone and use the phone(s) at least once per month US Mobile Phone User Growth, by Age, - % change % 4.9% 2.8% 2.4% 1.9% 1.4% 0.8% % 0.5% 0.4% 0.4% 0.4% 0.5% 0.7% % 0.2% -0.3% -0.5% 0.9% 0.1% -0.1% % 2.2% 1.9% 1.8% 2.7% 1.5% 0.9% % 0.4% 0.3% 0.9% 1.3% 1.5% 1.5% % -0.5% -0.5% -0.6% -0.9% -1.3% -0.9% % 2.2% 1.9% 1.9% 1.6% 1.2% 0.4% % 8.2% 6.6% 4.6% 4.6% 4.4% 3.9% Note: individuals who own at least one mobile phone and use the phone(s) at least once per month US Mobile Phone Users, by Race/Ethnicity, - millions White Black Asian Other* Hispanic** Total Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month; numbers may not add up to total due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi-and multiracial individuals; **can be of any race US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 21

22 US Mobile Phone User Penetration, by Race/Ethnicity, - % of population in each group White 80.2% 81.3% 82.2% 82.8% 83.8% 84.3% 84.6% Asian 80.3% 80.6% 80.9% 81.1% 81.3% 81.5% 81.6% Black 78.0% 79.0% 79.4% 79.7% 80.0% 80.2% 80.3% Other* 67.3% 68.6% 69.9% 71.3% 72.5% 73.0% 73.3% Hispanic** 79.0% 79.4% 79.6% 79.8% 80.0% 80.2% 80.3% Total 79.3% 80.3% 80.9% 81.4% 82.1% 82.5% 82.7% Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mobile Phone User Share, by Race/Ethnicity, - % of total White 62.8% 62.5% 62.2% 61.9% 61.7% 61.3% 61.0% Black 12.2% 12.2% 12.1% 12.1% 12.1% 12.1% 12.1% Asian 5.3% 5.3% 5.4% 5.5% 5.5% 5.6% 5.7% Other* 2.5% 2.5% 2.6% 2.7% 2.7% 2.8% 2.8% Hispanic** 17.3% 17.5% 17.6% 17.8% 18.0% 18.2% 18.4% Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month; numbers may not add up to 100% due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mobile Phone User Metrics, by Gender, - Female (millions) % of mobile phone users % of female population % 50.7% 50.7% 50.7% 50.7% 50.7% 50.7% 79.1% 80.2% 80.9% 81.4% 82.1% 82.6% 82.8% 2.1% 1.8% 1.6% 1.4% 1.7% 1.3% 1.0% Male (millions) % of mobile phone users % of male population % 49.3% 49.3% 49.3% 49.3% 49.3% 49.3% 79.6% 80.3% 81.0% 81.4% 82.1% 82.5% 82.6% 2.5% 2.2% 1.6% 1.4% 1.7% 1.3% 1.0% Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month MOBILE PHONE INTERNET USERS US Mobile Phone Internet Users and Penetration, - Mobile phone internet users (millions) % of mobile phone users % 68.9% 54.7% % 75.1% 60.3% % 80.3% 65.0% % 83.9% 68.3% % 85.9% 70.5% % 87.5% 72.2% % 88.3% 73.0% Note: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access US Mobile Phone User Growth, by Race/Ethnicity, - % change Asian 6.0% 3.1% 2.9% 2.9% 2.8% 2.8% 2.6% Black 2.2% 2.1% 1.4% 1.3% 1.3% 1.1% 1.0% White 1.9% 1.6% 1.2% 0.8% 1.3% 0.7% 0.4% Other* 4.1% 4.4% 4.4% 4.4% 4.2% 3.1% 2.7% Hispanic** 2.5% 2.9% 2.6% 2.6% 2.5% 2.5% 2.3% Total 2.3% 2.0% 1.6% 1.4% 1.7% 1.3% 1.0% Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mobile Phone Internet User Penetration, by Age, - % of mobile phone users in each group % 37.3% 42.9% 46.9% 48.9% 50.6% 51.2% % 80.8% 86.3% 91.3% 93.1% 94.0% 94.6% % 91.4% 96.0% 98.9% 99.2% 99.5% 99.6% % 91.4% 96.2% 97.8% 97.6% 97.4% 97.4% % 89.0% 93.2% 95.0% 95.7% 96.9% 97.7% % 76.8% 83.9% 89.5% 94.0% 96.6% 98.1% % 68.6% 76.8% 82.1% 86.6% 90.7% 94.1% % 41.8% 45.7% 50.9% 54.2% 57.7% 57.8% Total 68.9% 75.1% 80.3% 83.9% 85.9% 87.5% 88.3% Note: mobile phone users who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 22

23 US Mobile Phone Internet Users, by Age, - millions Total Note: mobile phone users who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access; numbers may not add up to total due to rounding US Mobile Phone Internet User Share, by Age, - % of total % 2.1% 2.2% 2.4% 2.4% 2.5% 2.5% % 9.2% 9.1% 9.1% 8.9% 8.8% 8.7% % 14.2% 13.7% 13.3% 12.9% 12.5% 12.3% % 20.0% 19.8% 19.3% 19.0% 18.7% 18.5% % 17.8% 17.2% 16.7% 16.4% 16.3% 16.4% % 15.8% 15.8% 15.8% 15.8% 15.5% 15.4% % 12.8% 13.4% 13.8% 14.2% 14.6% 14.9% % 8.2% 8.8% 9.7% 10.3% 11.1% 11.4% Note: mobile phone users who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access; numbers may not add up to 100% due to rounding US Mobile Phone Internet User Growth, by Age, - % change % 29.0% 18.3% 11.9% 6.3% 4.9% 2.0% % 10.9% 7.3% 6.1% 2.5% 1.4% 1.4% % 5.8% 4.8% 2.5% 1.2% 0.4% 0.0% % 9.2% 7.2% 3.5% 2.5% 1.3% 0.9% % 7.6% 5.0% 2.8% 2.1% 2.7% 2.3% % 12.7% 8.7% 6.1% 4.0% 1.5% 0.7% % 16.9% 14.1% 8.9% 7.3% 5.9% 4.3% % 20.0% 16.4% 16.6% 11.3% 11.2% 4.2% Note: mobile phone users who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access US Mobile Phone Internet Users, by Race/Ethnicity, - millions White Black Asian Other* Hispanic** Total Note: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access; numbers may not add up to total due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mobile Phone Internet User Penetration, by Race/Ethnicity, - % of mobile phone users in each group White 67.5% 75.0% 80.9% 85.7% 88.3% 90.7% 91.7% Asian 75.3% 78.5% 80.1% 81.2% 81.5% 81.0% 80.8% Black 71.4% 75.0% 79.6% 80.9% 81.9% 82.8% 83.3% Other* 68.2% 74.4% 78.7% 81.0% 82.4% 83.3% 83.8% Hispanic** 70.7% 74.8% 78.9% 80.9% 81.9% 82.7% 83.1% Total 68.9% 75.1% 80.3% 83.9% 85.9% 87.5% 88.3% Note: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mobile Phone Internet User Share, by Race/Ethnicity, - % of total White 61.5% 62.4% 62.7% 63.2% 63.4% 63.5% 63.4% Black 12.6% 12.1% 12.0% 11.7% 11.5% 11.4% 11.4% Asian 5.7% 5.5% 5.4% 5.3% 5.2% 5.2% 5.2% Other* 2.4% 2.5% 2.5% 2.6% 2.6% 2.7% 2.7% Hispanic** 17.8% 17.4% 17.3% 17.2% 17.2% 17.2% 17.4% Note: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access; numbers may not add up to 100% due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 23

24 US Mobile Phone Internet User Growth, by Race/Ethnicity, - % change White 18.4% 12.9% 9.1% 6.8% 4.4% 3.4% 1.6% Black 13.4% 7.3% 7.6% 3.0% 2.6% 2.3% 1.6% Asian 16.9% 7.5% 5.0% 4.3% 3.2% 2.1% 2.3% Other* 15.0% 13.9% 10.6% 7.4% 6.0% 4.2% 3.3% Hispanic** 11.1% 8.9% 8.3% 5.2% 3.8% 3.5% 2.8% Total 16.2% 11.2% 8.6% 6.0% 4.1% 3.2% 1.9% Note: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Mobile Phone Internet User Metrics, by Gender, - Female (millions) % of mobile phone internet users 50.1% 50.2% 50.3% 50.4% 50.5% 50.6% 50.7% % of female population 54.0% 59.7% 64.4% 67.9% 70.3.% 72.1% 73.0% Male (millions) 16.7% % % % % % % % of mobile phone internet users % of male population 49.9% 55.4% 49.8% 61.0% 49.7% 49.6% 65.5% 68.7% 49.5% 49.4% 49.4% 70.8% 72.3% 73.0% 15.8% 11.0% 8.4% 5.7% 3.9% 3.0% 1.8% Note: mobile phone users of any age who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access SMARTPHONE USERS US Smartphone Users and Penetration, - Smartphone users (millions) 16.7% 11.4% 8.7% 6.1% 4.2% 3.3% 2.0% % of mobile phone users 67.6% 73.8% 79.0% 82.7% 84.8% 86.5% 87.3% 53.6% 59.3% 63.9% 67.3% 69.6% 71.4% 72.2% Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month US Smartphone Users, by Age, - millions Total Note: individuals who own at least one smartphone and use the smartphone(s) at least once per month; numbers may not add up to total due to rounding US Smartphone User Penetration, by Age, - % of mobile phone users in each group % 35.3% 41.0% 45.0% 47.1% 48.9% 49.7% % 78.5% 84.0% 89.0% 91.0% 92.0% 92.9% % 90.1% 94.9% 98.0% 98.4% 99.0% 99.4% % 90.2% 95.2% 97.0% 97.1% 97.2% 97.3% % 87.7% 92.0% 94.0% 94.8% 96.1% 97.0% % 75.8% 82.8% 88.3% 92.8% 95.9% 97.9% % 67.6% 75.7% 80.9% 85.5% 89.5% 93.0% % 40.7% 44.4% 49.6% 52.8% 55.7% 55.4% Total 67.6% 73.8% 79.0% 82.7% 84.8% 86.5% 87.3% Note: individuals who own at least one smartphone and use the smartphone(s) at least once per month US Smartphone User Share, by Age, - % of total % 2.0% 2.2% 2.3% 2.4% 2.4% 2.4% % 9.1% 8.9% 9.0% 8.8% 8.7% 8.7% % 14.2% 13.8% 13.3% 12.9% 12.6% 12.4% % 20.1% 19.9% 19.4% 19.2% 18.8% 18.7% % 17.9% 17.3% 16.8% 16.5% 16.4% 16.4% % 15.8% 15.8% 15.8% 15.8% 15.6% 15.5% % 12.8% 13.4% 13.8% 14.2% 14.6% 14.9% % 8.1% 8.7% 9.6% 10.2% 10.9% 11.0% Note: individuals who own at least one smartphone and use the smartphone(s) at least once per month; numbers may not add up to 100% due to rounding US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 24

25 US Smartphone User Growth, by Age, - % change % 29.0% 19.4% 12.3% 6.6% 5.3% 2.4% % 11.2% 7.5% 6.4% 2.6% 1.7% 1.7% % 5.9% 5.0% 2.8% 1.3% 0.7% 0.3% % 9.7% 7.5% 3.7% 2.8% 1.6% 1.0% % 7.9% 5.3% 3.1% 2.2% 2.8% 2.4% % 12.7% 8.7% 6.1% 4.1% 2.0% 1.2% % 17.0% 14.1% 8.9% 7.4% 5.9% 4.4% % 20.2% 16.3% 16.9% 11.4% 10.0% 3.3% Note: individuals who own at least one smartphone and use the smartphone(s) at least once per month US Smartphone User Share, by Race/Ethnicity, - % of total White 62.1% 62.9% 63.1% 63.1% 63.4% 63.5% 63.3% Black 12.6% 12.2% 12.1% 11.8% 11.6% 11.4% 11.4% Asian 5.8% 5.5% 5.3% 5.3% 5.2% 5.2% 5.2% Other* 2.4% 2.5% 2.5% 2.6% 2.6% 2.7% 2.7% Hispanic** 17.1% 16.9% 16.9% 17.3% 17.2% 17.3% 17.4% Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month; numbers may not add up to 100% due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Smartphone Users, by Race/Ethnicity, - millions White Black Asian Other* Hispanic** Total Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month; numbers may not add up to total due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Smartphone User Penetration, by Race/Ethnicity, - % of mobile phone users in each group White 66.9% 74.3% 80.1% 84.3% 87.1% 89.5% 90.6% Black 70.1% 74.0% 78.7% 80.1% 81.1% 81.9% 82.3% Asian 74.2% 76.5% 78.3% 79.7% 80.0% 80.2% 80.3% Other* 66.8% 72.8% 77.2% 80.1% 81.5% 82.3% 82.7% Hispanic** 66.8% 71.6% 75.8% 80.2% 81.2% 82.0% 82.4% Total 67.6% 73.8% 79.0% 82.7% 84.8% 86.5% 87.3% Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Smartphone User Growth, by Race/Ethnicity, - % change White 18.4% 12.8% 9.1% 6.1% 4.7% 3.5% 1.8% Black 13.7% 7.8% 7.9% 3.1% 2.5% 2.1% 1.5% Asian 17.4% 6.3% 5.4% 4.7% 3.2% 3.0% 2.7% Other* 14.9% 13.8% 10.7% 8.3% 6.0% 4.1% 3.2% Hispanic** 13.0% 10.3% 8.7% 8.5% 3.8% 3.5% 2.8% Total 16.7% 11.4% 8.7% 6.1% 4.2% 3.3% 2.0% Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Smartphone User Metrics, by Gender, - Female (millions) % of smartphone users % of female population 51.0% 51.0% 51.2% 51.3% 51.2% 51.2% 51.2% 53.9% 59.6% 64.6% 68.1% 70.3% 72.1% 73.0% 19.0% 11.4% 9.2% 6.3% 4.0% 3.3% 2.0% Male (millions) % of smartphone users % of male population 49.0% 49.0% 48.8% 48.7% 48.8% 48.8% 48.8% 53.4% 59.0% 63.3% 66.5% 68.9% 70.6% 71.4% 14.4% 11.4% 8.3% 5.9% 4.5% 3.3% 2.0% Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 25

26 SMARTPHONE USERS, BY OS US Smartphone User Share, by OS, - % of total 1.7% 1.6% 3.1% 42.3% 1.1% 1.1% 2.8% 43.3% 0.8% 1.1% 2.6% 43.5% US ipad Users and Penetration, - ipad users (millions) % of tablet users % of internet users % 51.5% 30.3% 24.0% % 49.2% 30.2% 24.4% % 47.8% 30.0% 24.6% % 46.7% 29.8% 24.6% % 45.7% 29.5% 24.6% % 44.8% 29.3% 24.5% % 44.0% 29.1% 24.3% Note: individuals of any age who use an ipad at least once per month % 51.7% 52.0% Android ios Windows Phone BlackBerry Other Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month TABLET USERS US Tablet Users and Penetration, - millions, % of internet users and % of population % 46.7% % % % % % % 62.8% 63.7% 64.5% 65.4% 66.2% 55.3% US Tablet Users, by Age, - millions and % change Tablet users (millions) Total Tablet user growth (% change) % 9.5% 4.6% 4.2% 3.4% 3.1% 2.8% % 4.9% 2.5% 2.0% 1.7% 1.5% 1.3% % 6.0% 1.0% 0.7% 0.6% 0.7% 0.4% % 4.1% 3.3% 2.8% 2.6% 2.1% 1.9% % 5.9% 5.0% 3.3% 2.9% 2.8% 2.4% % 2.8% 2.4% 2.1% 2.0% 1.5% 1.3% % 7.4% 6.7% 4.8% 4.2% 3.1% 2.5% % 20.6% 13.4% 7.6% 4.4% 3.6% 3.5% Total 12.6% 6.9% 4.7% 3.4% 2.7% 2.4% 2.0% Note: individuals who use a tablet at least once per month; numbers may not add up to total due to rounding Tablet users % of internet users % of population Note: individuals of any age who use a tablet at least once per month US Tablet Users and Penetration, - Tablet users (millions) % % % % % % % % of internet users 58.8% 61.3% 62.8% 63.7% 64.5% 65.4% 66.2% 46.7% 49.5% 51.4% 52.8% 53.8% 54.6% 55.3% Note: individuals of any age who use a tablet at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 26

27 US Tablet User Penetration, by Age, - % of internet users and % of population in each group Tablet user penetration (% of internet users) % 64.6% 66.2% 67.6% 68.1% 70.0% 71.7% % 64.0% 65.5% 66.8% 67.9% 68.7% 69.1% % 60.5% 61.0% 61.3% 61.6% 61.9% 62.1% % 60.9% 61.1% 61.4% 61.6% 62.1% 62.8% % 69.0% 71.9% 73.3% 74.4% 75.4% 76.1% % 59.3% 60.7% 62.3% 64.1% 66.0% 67.4% % 57.5% 60.0% 61.6% 63.0% 64.4% 65.9% % 55.0% 56.9% 57.0% 57.2% 57.3% 57.3% Total 58.8% 61.3% 62.8% 63.7% 64.5% 65.4% 66.2% Tablet user penetration (% of population) % 32.7% 34.2% 35.6% 36.7% 37.8% 38.8% % 62.1% 63.5% 64.8% 66.0% 66.8% 67.3% % 58.1% 59.2% 60.0% 60.4% 60.9% 61.4% % 56.6% 57.6% 58.3% 59.1% 59.7% 60.4% % 63.5% 66.6% 68.2% 69.2% 70.2% 70.8% % 52.8% 54.4% 56.1% 58.0% 59.8% 61.2% % 47.4% 49.7% 51.4% 53.0% 54.3% 55.6% % 35.0% 38.5% 40.1% 40.5% 40.6% 40.6% Total 46.7% 49.5% 51.4% 52.8% 53.8% 54.6% 55.3% Note: individuals who use a tablet at least once per month US Tablet Users and Penetration, by Select Generation, - Millennial tablet users (millions) % of millennial internet users % of millennial population Gen X tablet users (millions) % of Gen X internet users % of Gen X population % 59.3% 55.7% % 63.1% 56.9% % 61.2% 57.9% % 65.4% 59.4% % 62.0% 59.1% % 67.0% 61.1% % 62.8% 60.2% % 67.8% 62.0% % 63.4% 61.0% % 68.6% 62.8% % 64.5% 62.1% % 69.6% 63.7% % 65.7% 63.1% % 70.1% 63.8% Baby boomer tablet users (millions) % of baby boomer internet users % of baby boomer population % 55.5% 44.3% % 57.6% 46.1% % 59.5% 47.6% % 60.5% 48.5% % 61.2% 48.9% % 61.8% 48.7% % 62.3% 48.6% Note: individuals who use a tablet at least once per month; millennials are individuals born between 1981 and 2000, Gen Xers are individuals born between 1965 and 1980 and boomers are individuals born between 1946 and US Tablet User Share, by Age, - % of total % 10.0% 10.0% 10.1% 10.1% 10.2% 10.3% % 9.7% 9.5% 9.4% 9.3% 9.2% 9.2% % 11.4% 11.0% 10.7% 10.5% 10.3% 10.1% % 15.7% 15.5% 15.4% 15.4% 15.3% 15.3% % 16.2% 16.2% 16.2% 16.2% 16.3% 16.3% % 14.3% 14.0% 13.8% 13.7% 13.6% 13.5% % 12.2% 12.4% 12.6% 12.8% 12.9% 12.9% % 10.5% 11.4% 11.9% 12.1% 12.2% 12.4% Note: individuals who use a tablet at least once per month; numbers may not add up to 100% due to rounding US Tablet Users, by Race/Ethnicity, - millions and % change Tablet users (millions) White Black Asian Other* Hispanic** Total Tablet user growth (% change) Black 12.6% 7.9% 5.7% 4.3% 3.7% 2.4% 2.0% Asian 12.6% 6.9% 4.7% 3.4% 2.7% 2.5% 2.4% White 11.5% 6.8% 4.5% 3.2% 2.6% 2.2% 1.9% Other* 12.5% 7.4% 5.2% 3.9% 2.7% 2.6% 2.4% Hispanic** 16.2% 6.9% 4.7% 3.4% 2.7% 2.6% 2.4% Total 12.6% 6.9% 4.7% 3.4% 2.7% 2.4% 2.0% Note: individuals of any age who use a tablet at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 27

28 US Tablet User Penetration, by Race/Ethnicity, - % of internet users and % of population in each group Tablet user penetration (% of internet users) White 57.1% 60.2% 62.4% 64.0% 65.5% 66.9% 68.1% Asian 59.1% 60.9% 61.8% 62.1% 62.0% 62.1% 62.0% Black 52.6% 55.3% 56.1% 57.6% 59.1% 59.9% 60.6% Other* 48.9% 48.2% 48.4% 48.1% 47.6% 47.2% 47.1% Hispanic** 72.3% 72.2% 71.6% 70.1% 68.3% 68.4% 68.3% Total 58.8% 61.3% 62.8% 63.7% 64.5% 65.4% 66.2% Tablet user penetration (% of population) White 47.0% 50.1% 52.3% 53.9% 55.3% 56.5% 57.5% Asian 48.2% 50.2% 51.2% 51.6% 51.7% 51.7% 51.7% Black 41.2% 44.0% 46.1% 47.7% 49.0% 49.7% 50.2% Other* 33.7% 35.4% 36.3% 36.8% 36.9% 37.0% 37.0% Hispanic** 51.3% 53.6% 54.8% 55.4% 55.6% 55.8% 55.9% Total 46.7% 49.5% 51.4% 52.8% 53.8% 54.6% 55.3% Note: individuals of any age who use a tablet at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Tablet User Share, by Race/Ethnicity, - % of total White 62.6% 62.4% 62.3% 62.2% 62.1% 62.1% 62.0% Black 10.9% 11.0% 11.1% 11.2% 11.3% 11.3% 11.3% Asian 5.4% 5.4% 5.4% 5.4% 5.4% 5.4% 5.4% Other* 2.1% 2.1% 2.1% 2.1% 2.1% 2.1% 2.1% Hispanic** 19.1% 19.1% 19.1% 19.1% 19.1% 19.2% 19.2% Note: individuals of any age who use a tablet at least once per month; numbers may not add up to 100% due to rounding; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Tablet User Metrics, by Gender, - Female (millions) % of tablet users % of female internet users % of female population Male (millions) % of tablet users % of male internet users % of male population % 50.9% 58.0% 46.8% % 49.1% 59.7% 46.6% % 51.8% 61.7% 50.6% % 48.2% 60.8% 48.5% % 52.3% 64.1% 53.1% % 47.7% 61.4% 49.8% % 52.4% 65.3% 54.5% % 47.6% 62.0% 50.9% % 52.5% 66.3% 55.7% % 47.6% 62.6% 51.9% % 52.5% 67.3% 56.6% % 47.5% 63.5% 52.6% % 52.6% 68.1% 57.4% % 47.5% 64.2% 53.2% Note: individuals of any age who use a tablet at least once per month US Tablet Internet Users and Penetration, - millions, % change and % of tablet users % % 92.6% 92.9% 93.3% 93.6% 94.0% 13.9% 7.3% 5.3% 3.8% 3.1% 2.7% 2.4% Tablet internet users % change % of tablet users Note: tablet users of any age who access the internet via tablet at least once per month SMARTPHONE AND TABLET USERS US Smartphone and Tablet Users, - millions Smartphone users Tablet users Note: smartphone users are individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month; tablet users are individuals of any age who use a tablet at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 28

29 US Dual Smartphone and Tablet Users and Penetration, - Dual smartphone and tablet users (millions) % 16.4% 12.5% 8.4% 6.7% 5.2% 3.1% % of tablet users % of smartphone users % of internet users 64.6% 56.2% 38.0% 30.2% 70.3% 75.5% 79.2% 82.2% 84.5% 85.4% 58.8% 60.8% 62.1% 63.5% 64.7% 65.4% 43.1% 47.4% 50.5% 53.1% 55.3% 56.5% 34.8% 38.9% 41.8% 44.2% 46.2% 47.2% Note: individuals of any age who own a smartphone and who use both a tablet and a smartphone at least once per month US Tablet or Smartphone Users, - millions Smartphone only Tablet only Both* Total Note: numbers may not add up to total due to rounding; *individuals of any age who use a tablet at least once per month and own at least one smartphone and use the smartphone(s) at least once per month US Tablet Users Who Do Not Use a Smartphone, - millions, % change and % of tablet users % 29.7% % % % % % US Smartphone Users Who Do Not Use a Tablet, - millions, % change and % of smartphone users % 8.5% 41.2% 39.2% 37.9% 36.5% 35.3% 34.6% 5.0% 3.4% 2.5% 0.3% 0.1% 0.0% Smartphone-only users % change % of smartphone users Note: individuals of any age who own and use a smartphone at least once per month and do not use a tablet at least once per month EREADER USERS US Ereader Users and Penetration, - Ereader users (millions) % 4.2% 3.5% 2.8% 2.0% 1.8% 1.6% % of internet users 31.6% 32.1% 32.5% 32.8% 33.0% 33.3% 33.6% 25.1% 26.0% 26.6% 27.2% 27.5% 27.8% 28.0% Note: individuals of any age who use an ereader at least once per month % -10.3% -13.6% -12.2% -12.3% -10.8% -3.7% Tablet-only users % change % of tablet users Note: individuals of any age who use a tablet at least once per month and do not own and use a smartphone at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 29

30 US Ereader Users, by Age, - millions and % change Ereader users (millions) Total Ereader user growth (% change) % 4.8% 4.1% 3.5% 3.2% 2.5% 2.2% % 2.1% 2.1% 2.2% 2.3% 2.2% 2.0% % 2.7% 1.4% 0.9% 0.8% 0.8% 0.6% % 4.0% 2.9% 2.0% 1.2% 1.2% 1.0% % 2.3% 2.0% 1.9% 1.8% 1.6% 1.4% % 2.9% 1.4% 1.0% 0.8% 0.4% 0.3% % 3.7% 3.6% 3.6% 3.2% 2.9% 2.6% % 11.1% 10.1% 7.7% 4.2% 4.0% 3.8% Total 8.7% 4.2% 3.5% 2.8% 2.0% 1.8% 1.6% Note: individuals who use an ereader at least once per month; numbers may not add up to total due to rounding US Ereader User Penetration, by Age, - % of internet users and % of population in each group Ereader user penetration (% of internet users) % 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% % 2.4% 2.5% 2.5% 2.6% 2.6% 2.7% % 31.5% 31.9% 32.1% 32.3% 32.5% 32.7% % 34.2% 34.2% 34.1% 33.8% 33.7% 33.8% % 37.2% 37.6% 37.8% 38.0% 38.1% 38.1% % 48.9% 49.6% 50.3% 51.2% 52.1% 52.6% % 42.8% 43.4% 44.1% 44.7% 45.6% 46.6% % 40.2% 40.3% 40.5% 40.5% 40.7% 40.9% Total 31.6% 32.1% 32.5% 32.8% 33.0% 33.3% 33.6% Ereader user penetration (% of population) % 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% % 2.3% 2.4% 2.4% 2.5% 2.6% 2.6% % 30.2% 30.9% 31.4% 31.7% 32.0% 32.3% % 31.8% 32.2% 32.4% 32.4% 32.4% 32.5% % 34.2% 34.9% 35.2% 35.4% 35.5% 35.5% % 43.5% 44.4% 45.3% 46.3% 47.2% 47.8% % 35.4% 36.0% 36.8% 37.6% 38.4% 39.3% % 25.6% 27.3% 28.5% 28.7% 28.9% 29.0% Total 25.1% 26.0% 26.6% 27.2% 27.5% 27.8% 28.0% Note: individuals who use an ereader at least once per month US Ereader User Share, - % of total % 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% % 0.7% 0.7% 0.7% 0.7% 0.7% 0.7% % 11.3% 11.1% 10.9% 10.7% 10.6% 10.5% % 16.8% 16.7% 16.6% 16.5% 16.4% 16.3% % 16.6% 16.4% 16.2% 16.2% 16.2% 16.1% % 22.5% 22.0% 21.7% 21.4% 21.1% 20.8% % 17.3% 17.4% 17.5% 17.7% 17.9% 18.0% % 14.7% 15.6% 16.4% 16.7% 17.1% 17.4% Note: individuals who use an ereader at least once per month; numbers may not add up to 100% due to rounding US Ereader Users and Penetration, by Select Generation, - Millennial ereader users (millions) % of millennial internet users % of millennial population Gen X ereader users (millions) % of Gen X internet users % of Gen x population % 9.4% 8.2% 7.2% 6.2% 1.5% 1.5% 26.5% 28.5% 30.4% 32.2% 33.9% 34.2% 34.5% 24.9% 27.0% 29.0% 30.9% 32.6% 32.9% 33.2% % 4.9% 3.7% 3.1% 3.0% 2.9% 1.2% 40.0% 41.6% 42.9% 44.1% 45.4% 46.8% 47.6% 36.0% 37.8% 39.1% 40.4% 41.6% 42.8% 43.4% Baby boomer ereader users (millions) % % % % % % % % of baby boomer 43.9% 44.0% 44.0% 43.9% 43.8% 43.8% 44.2% internet users % of baby boomer 35.1% 35.2% 35.2% 35.3% 34.9% 34.5% 34.5% population Note: individuals who use an ereader at least once per month; millennials are individuals born between 1981 and 2000, Gen Xers are individuals born between 1965 and 1980 and boomers are individuals born between 1946 and US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 30

31 US Ereader Users, by Race/Ethnicity, - millions and % change Ereader users (millions) White Black Asian Other* Hispanic** Total Ereader user growth (% change) Asian 13.5% 8.7% 7.7% 6.9% 5.9% 5.5% 5.2% Black 8.7% 4.2% 3.5% 2.8% 2.0% 1.8% 1.6% White 6.8% 3.5% 2.9% 2.3% 1.5% 1.3% 1.1% Other* 9.6% 5.1% 4.3% 3.7% 2.9% 2.7% 2.5% Hispanic** 14.7% 5.4% 4.1% 3.4% 2.6% 2.4% 2.2% Total 8.7% 4.2% 3.5% 2.8% 2.0% 1.8% 1.6% Note: individuals of any age who use an ereader at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Ereader User Penetration, by Race/Ethnicity, - % of internet users and % of population in each group Ereader user penetration (% of internet users) White 31.7% 32.4% 33.1% 33.6% 34.0% 34.4% 34.8% Asian 27.9% 29.2% 30.5% 31.7% 32.6% 33.6% 34.4% Black 29.6% 30.0% 29.9% 30.2% 30.5% 30.7% 31.0% Other* 29.3% 28.3% 28.1% 27.9% 27.6% 27.4% 27.4% Hispanic** 34.8% 34.3% 33.8% 33.1% 32.2% 32.2% 32.1% Total 31.6% 32.1% 32.5% 32.8% 33.0% 33.3% 33.6% Ereader user penetration (% of population) White 26.1% 26.9% 27.7% 28.3% 28.7% 29.0% 29.3% Asian 22.8% 24.1% 25.3% 26.3% 27.2% 28.0% 28.7% Black 23.1% 23.9% 24.5% 25.0% 25.3% 25.5% 25.7% Other* 20.2% 20.7% 21.1% 21.4% 21.5% 21.5% 21.5% Hispanic** 24.7% 25.4% 25.8% 26.1% 26.2% 26.2% 26.3% Total 25.1% 26.0% 26.6% 27.2% 27.5% 27.8% 28.0% Note: individuals of any age who use an ereader at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Ereader User Share, by Race/Ethnicity, - % of total White 64.5% 64.0% 63.7% 63.4% 63.1% 62.8% 62.4% Asian 11.4% 11.4% 11.4% 11.4% 11.4% 11.4% 11.4% Black 4.7% 4.9% 5.1% 5.3% 5.5% 5.7% 5.9% Other* 2.3% 2.4% 2.4% 2.4% 2.4% 2.4% 2.5% Hispanic** 17.1% 17.3% 17.4% 17.5% 17.6% 17.7% 17.8% Note: individuals of any age who use an ereader at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race US Ereader Users and Penetration, by Gender, - Female (millions) % of ereader users % 54.2% % 54.3% % 54.4% % 54.3% % 54.2% % 54.1% % 54.0% % of female internet users % of female population Male (millions) % of ereader users % of male internet users 33.2% 26.8% % 45.8% 29.9% 33.9% 27.8% % 45.7% 30.2% 34.5% 28.6% % 45.6% 30.4% 34.9% 29.1% % 45.7% 30.7% 35.0% 29.4% % 45.8% 30.8% 35.3% 29.7% % 45.9% 31.2% 35.5% 29.9% % 46.0% 31.6% % of male population 23.4% 24.1% 24.6% 25.2% 25.5% 25.9% 26.1% Note: individuals of any age who use an ereader at least once per month SOCIAL NETWORK USERS US Social Network Users and Penetration, - Social network users (millions) % % % % % % % % of internet 68.6% 69.3% 69.9% 70.5% 71.1% 72.0% 72.6% users 54.5% 56.0% 57.3% 58.4% 59.3% 60.1% 60.6% Note: internet users of any age who use social networks via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 31

32 US Mobile Phone Social Network Users and Penetration, - US Social Network Users, by Device, - millions, % change and % of total social network users Mobile phone social network users (millions) % 10.9% 7.5% 5.0% 4.5% 2.8% 2.0% % of mobile phone users % of total social network users 53.9% 58.6% 62.0% 64.2% 66.0% 67.0% 67.6% 78.6% 84.0% 87.6% 89.5% 91.4% 92.0% 92.3% Note: mobile phone users of any age who use social networks via mobile phone (browser or app) at least once per month US Smartphone Social Network Users and Penetration, - Smartphone social network users (millions) 15.5% 11.1% 7.8% 5.2% 4.7% 2.9% 2.1% % of mobile phone social 98.7% 98.9% 99.1% 99.3% 99.4% 99.5% 99.6% network users % of smartphone users % of total social 78.7% 78.5% 77.8% 77.1% 77.4% 77.1% 77.1% 77.5% 83.1% 86.8% 88.9% 90.8% 91.6% 91.9% network users Note: smartphone users of any age who use social networks via smartphone (browser or app) at least once per month Mobile*-only social network users (millions) % % % % % % % % of total social network users 24.2% 27.9% 30.6% 32.9% 34.8% 36.3% 37.5% Desktop/laptoponly social network users (millions) % -24.2% -21.4% -12.7% -17.1% -3.5% -1.7% % of total social network users 16.7% 12.2% 9.3% 7.9% 6.4% 6.1% 5.9% Dual desktop/laptop and mobile* social network users (millions) % 5.2% 3.4% 1.2% 1.7% 0.0% 0.0% % of total social network users 59.1% 59.9% 60.1% 59.2% 58.8% 57.6% 56.6% Note: internet users of any age who access social networks via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Social Network Users, by Device, - millions US Tablet Social Network Users and Penetration, Tablet social network users (millions) % % % % % % % % of tablet users % of social network users % of internet users 67.0% 57.5% 39.4% 31.3% 68.0% 69.0% 69.5% 69.7% 69.8% 69.9% 60.1% 62.0% 62.8% 63.2% 63.5% 63.8% 41.7% 43.3% 44.3% 45.0% 45.7% 46.3% 33.7% 35.5% 36.7% 37.5% 38.1% 38.6% Note: tablet users of any age who use social networks via tablet at least once per month Mobile*-only social network users Desktop/laptop-only social network users Dual desktop/laptop and mobile* social network users Note: internet users of any age who access social networks via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 32

33 US Social Network Users, by Age, - millions and % change Social network users (millions) Total Social network user growth (% change) % 5.6% 5.4% 3.7% 4.2% 2.9% 2.4% % 1.1% 1.0% 0.9% 0.8% 0.8% 0.6% % 1.8% 1.2% 0.9% 0.6% 0.8% 0.4% % 3.0% 3.0% 2.5% 2.5% 2.1% 1.4% % 2.5% 2.0% 1.9% 1.8% 1.7% 1.5% % 3.2% 1.5% 1.3% 1.3% 0.9% 0.7% % 4.1% 3.6% 3.5% 3.2% 2.2% 1.2% % 16.8% 14.3% 11.8% 8.1% 7.4% 7.2% Total 4.8% 3.7% 3.1% 2.7% 2.4% 2.1% 1.7% Note: internet users who use social networks via any device at least once per month US Social Network User Penetration, by Age, - % of internet users in each group % 18.3% 18.9% 19.2% 19.5% 20.0% 20.4% % 87.5% 88.3% 89.0% 89.7% 90.1% 90.1% % 95.0% 96.0% 96.7% 97.2% 97.8% 98.0% % 86.4% 86.4% 86.6% 86.8% 87.5% 88.0% % 80.0% 81.0% 81.5% 81.9% 82.1% 82.2% % 69.0% 70.0% 71.3% 72.8% 74.5% 75.6% % 58.5% 59.3% 60.1% 60.9% 61.7% 62.3% % 47.0% 49.0% 51.0% 53.0% 55.0% 57.0% Total 68.6% 69.3% 69.9% 70.5% 71.1% 72.0% 72.6% Note: internet users who use social networks via any device at least once per month US Social Network User Share, by Age, - % of total % 2.5% 2.6% 2.6% 2.6% 2.6% 2.7% % 11.8% 11.5% 11.3% 11.1% 11.0% 10.9% % 15.8% 15.5% 15.2% 15.0% 14.8% 14.6% % 19.7% 19.7% 19.6% 19.6% 19.6% 19.6% % 16.6% 16.4% 16.3% 16.2% 16.1% 16.1% % 14.7% 14.5% 14.3% 14.1% 14.0% 13.8% % 11.0% 11.0% 11.1% 11.2% 11.2% 11.1% % 11.0% 11.0% 11.1% 11.2% 11.2% 11.1% Total 7.1% 8.0% 8.8% 9.6% 10.1% 10.7% 11.2% Note: internet users who use social networks via any device at least once per month US Social Network User Metrics, by Gender, - Social network users (millions) Female Male Total Social network user growth (% change) Male 6.6% 4.1% 3.5% 3.2% 2.8% 1.9% 1.8% Female 3.2% 3.3% 2.8% 2.4% 2.1% 2.2% 1.6% Total 4.8% 3.7% 3.1% 2.7% 2.4% 2.1% 1.7% Social network user penetration (% of internet users in each group) Female 70.1% 70.8% 71.4% 71.9% 72.4% 73.4% 73.9% Male 67.0% 67.8% 68.3% 69.0% 69.8% 70.5% 71.3% Total 68.6% 69.3% 69.9% 70.5% 71.1% 72.0% 72.6% Social network user share (% of total) Female 52.7% 52.5% 52.3% 52.1% 52.0% 52.0% 52.0% Male 47.3% 47.5% 47.7% 47.9% 48.0% 48.0% 48.0% Note: internet users of any age who use social networks via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 33

34 US Social Network Users, by Race/Ethnicity, - millions and % change Social network users (millions) White Black Asian Other* Hispanic** Total Social network user penetration (% of internet users in each group) Asian 8.6% 6.2% 5.0% 5.0% 4.2% 3.5% 2.3% Black 4.6% 2.9% 4.4% 1.8% 1.2% 1.3% 0.9% White 3.3% 2.0% 1.7% 1.0% 1.0% 1.6% 1.2% Other* 10.1% 7.0% 6.0% 6.6% 5.9% 5.0% 4.0% Hispanic** 8.6% 9.1% 6.1% 7.9% 6.7% 3.1% 3.1% Total 4.8% 3.7% 3.1% 2.7% 2.4% 2.1% 1.7% Note: internet users of any age who use social networks via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US Social Network User Penetration, by Race/Ethnicity, - % of internet users in each group Black 72.3% 72.5% 72.7% 72.8% 72.9% 73.0% 73.1% Asian 66.9% 68.5% 69.7% 71.1% 72.0% 72.7% 72.5% White 66.6% 67.1% 67.7% 67.9% 68.4% 69.5% 70.3% Other* 64.9% 63.8% 64.6% 65.7% 67.0% 68.1% 69.0% Hispanic** 75.2% 76.6% 77.0% 78.6% 79.5% 80.0% 80.4% Total 68.6% 69.3% 69.9% 70.5% 71.1% 72.0% 72.6% Note: internet users of any age who use social networks via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US Social Network Users and Penetration, by Platform, - millions, % change and % of population Facebook Instagram Twitter Pinterest Tumblr Total % 48.1% % 20.1% % 15.1% % 13.8% % 5.7% % 49.3% % 24.2% % 16.4% % 15.6% % 6.5% % 50.3% % 27.6% % 17.5% % 16.9% % 7.2% % 51.2% % 30.3% % 18.6% % 17.9% % 7.7% % 51.9% % 32.3% % 19.7% % 18.8% % 8.2% % 52.6% % 33.6% % 20.5% % 19.4% % 8.5% % 53.1% % 34.8% % 21.1% % 19.9% % 8.8% Note: internet users of any age who access their Facebook, Twitter, Pinterest, Instagram and/or Tumblr accounts via any device at least once per month; social networking audiences are not mutually exclusive; there is overlap between groups FACEBOOK USERS US Facebook Users and Penetration, - millions and % of population % 49.3% 50.3% 51.2% 51.9% 52.6% 53.1% US Social Network User Share, by Race/Ethnicity, - % of total White 62.5% 61.5% 60.7% 59.7% 58.9% 58.6% 58.3% Black 12.8% 12.8% 12.9% 12.8% 12.6% 12.5% 12.4% Asian 5.2% 5.3% 5.4% 5.5% 5.6% 5.7% 5.7% Other* 2.4% 2.5% 2.5% 2.6% 2.7% 2.8% 2.9% Hispanic** 17.0% 17.9% 18.4% 19.3% 20.2% 20.4% 20.6% Note: internet users of any age who use social networks via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race Facebook users % of population Note: internet users of any age who access their Facebook account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 34

35 US Facebook Users and Penetration, - Facebook users (millions) % 3.3% 2.9% 2.6% 2.3% 2.0% 1.7% % of social network users % of internet users 88.3% 88.0% 87.8% 87.7% 87.6% 87.5% 87.5% 60.6% 61.0% 61.4% 61.8% 62.3% 63.0% 63.5% 48.1% 49.3% 50.3% 51.2% 51.9% 52.6% 53.1% Note: internet users of any age who access their Facebook account via any device at least once per month US Mobile Phone Facebook Users and Penetration, - Mobile phone Facebook users (millions) 16.0% 11.5% 7.9% 5.0% 4.6% 3.1% 2.9% % of mobile phone users % of total Facebook 46.1% 50.3% 53.4% 55.3% 56.9% 58.0% 59.0% 76.0% 82.0% 86.0% 88.0% 90.0% 91.0% 92.0% users Note: mobile phone users of any age who access their Facebook account via mobile phone (browser or app) at least once per month US Smartphone Facebook Users and Penetration, - Smartphone Facebook users (millions) 16.1% 11.6% 7.9% 5.1% 4.7% 3.2% 2.9% % of mobile phone 99.4% 99.5% 99.5% 99.6% 99.7% 99.7% 99.7% Facebook users % of smartphone users % of total Facebook 67.7% 67.8% 67.3% 66.7% 66.9% 66.8% 67.4% 75.6% 81.6% 85.6% 87.7% 89.7% 90.7% 91.7% users Note: smartphone users of any age who access their Facebook account via smartphone (browser or app) at least once per month US Tablet Facebook Users and Penetration, - millions, % change and % of tablet users % 19.3% 53.0% 6.9% 53.0% 4.7% 53.0% 3.4% 53.0% 2.7% 53.0% 2.4% 53.0% 2.0% Tablet Facebook users % change % of tablet users Note: tablet users of any age who access their Facebook account via tablet at least once per month US Facebook Users, by Device, - millions, % change and % of total Facebook users Mobile*-only Facebook users (millions) % of total Facebook users Desktop/laptoponly Facebook users (millions) % 25.0% % 29.5% % 33.0% % 35.3% % 37.9% % 39.8% % 42.1% % -24.2% -21.5% -12.3% -15.2% -10.6% -12.6% % of total Facebook users Dual desktop/ laptop and mobile* Facebook users (millions) % of total Facebook users 18.4% % 56.6% 13.5% % 57.0% 10.3% % 56.7% 8.8% % 55.9% 7.3% % 54.8% 6.4% % 53.8% 5.5% % 52.4% Note: internet users of any age who access their Facebook account via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 35

36 US Facebook Users, by Device, - millions Mobile*-only Facebook users Desktop/laptop-only Facebook users Dual desktop/laptop and mobile* Facebook users Note: internet users of any age who access their Facebook account via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Facebook Users, by Age, - millions and % change Facebook users (millions) Total Facebook user growth (% change) % 2.7% 2.1% 2.1% 2.6% 1.1% 0.8% % 0.7% 0.7% 0.5% 0.4% 0.3% 0.6% % 1.8% 0.7% 0.7% 0.6% 0.9% 0.5% % 2.9% 3.0% 2.5% 2.5% 2.4% 2.3% % 2.8% 2.3% 2.0% 1.8% 1.6% 1.5% % 2.1% 1.6% 1.4% 1.3% 1.0% 0.8% % 4.9% 4.4% 3.6% 3.2% 2.7% 2.0% % 16.4% 13.6% 12.3% 9.1% 6.8% 5.4% Total 3.7% 3.3% 2.9% 2.6% 2.3% 2.0% 1.7% Note: internet users who access their Facebook account via any device at least once per month US Facebook User Penetration, by Age, - % of internet users in each group % 12.0% 12.0% 12.0% 12.0% 12.1% 12.2% % 82.3% 82.8% 83.2% 83.5% 83.5% 83.5% % 88.0% 88.5% 89.0% 89.5% 90.1% 90.5% % 78.6% 78.6% 78.8% 79.0% 79.9% 81.1% % 68.4% 69.4% 69.9% 70.2% 70.3% 70.4% % 59.4% 60.3% 61.5% 62.8% 64.3% 65.3% % 52.1% 53.2% 54.0% 54.7% 55.7% 56.7% % 36.0% 37.3% 39.0% 40.9% 42.2% 43.0% Total 60.6% 61.0% 61.4% 61.8% 62.3% 63.0% 63.5% Note: internet users who access their Facebook account via any device at least once per month US Facebook User Share, by Age, - % of total % 1.9% 1.9% 1.8% 1.8% 1.8% 1.8% % 12.6% 12.3% 12.1% 11.8% 11.7% 11.5% % 16.7% 16.3% 16.0% 15.7% 15.6% 15.4% % 20.4% 20.4% 20.4% 20.4% 20.5% 20.6% % 16.1% 16.0% 15.9% 15.8% 15.8% 15.7% % 14.4% 14.2% 14.1% 13.9% 13.8% 13.6% % 11.1% 11.3% 11.4% 11.5% 11.6% 11.6% % 6.9% 7.6% 8.4% 8.9% 9.3% 9.7% Note: internet users who access their Facebook account via any device at least once per month US Facebook User Metrics, by Gender, - Facebook users (millions) Female Male Total Facebook user growth (% change) Male 4.6% 3.6% 4.1% 3.1% 2.3% 2.3% 1.7% Female 3.0% 3.1% 1.9% 2.2% 2.3% 1.8% 1.7% Total 3.7% 3.3% 2.9% 2.6% 2.3% 2.0% 1.7% Facebook user penetration (% of internet users in each group) Female 64.6% 65.1% 65.1% 65.5% 66.1% 66.6% 67.2% Male 56.2% 56.6% 57.4% 58.0% 58.3% 59.2% 59.7% Total 60.6% 61.0% 61.4% 61.8% 62.3% 63.0% 63.5% Facebook user share (% of total) Female 55.0% 54.9% 54.4% 54.1% 54.1% 54.0% 54.0% Male 45.0% 45.1% 45.6% 45.9% 45.9% 46.0% 46.0% Note: internet users of any age who access their Facebook account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 36

37 US Facebook Users, by Race/Ethnicity, - millions and % change Facebook users (millions) White Black Asian Other* Hispanic** Total Facebook user growth (% change) Asian 5.7% 5.0% 4.2% 4.1% 3.1% 3.0% 2.8% Black 4.5% 4.2% 3.8% 3.7% 1.8% 1.4% 1.2% White 1.9% 1.7% 1.4% 1.1% 1.1% 0.8% 0.9% Other* 12.6% 9.5% 5.8% 5.2% 4.7% 3.8% 3.2% Hispanic** 8.8% 7.6% 6.7% 6.4% 6.1% 5.8% 4.1% Total 3.7% 3.3% 2.9% 2.6% 2.3% 2.0% 1.7% Note: internet users of any age who access their Facebook account via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US Facebook User Penetration, by Race/Ethnicity, - % of internet users in each group Asian 60.5% 61.2% 61.8% 62.4% 62.6% 63.0% 63.1% Black 60.8% 61.7% 61.5% 62.7% 63.2% 63.3% 63.6% White 60.0% 60.3% 60.7% 60.9% 61.4% 61.8% 62.3% Other* 58.7% 59.0% 59.6% 59.9% 60.4% 60.7% 61.0% Hispanic** 63.0% 63.4% 64.0% 64.5% 64.9% 67.0% 68.0% Total 60.6% 61.0% 61.4% 61.8% 62.3% 63.0% 63.5% Note: internet users who access their Facebook account via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race TWITTER USERS US Twitter Users and Penetration, - Twitter users (millions) % 8.9% 8.0% 7.3% 6.6% 4.7% 4.0% % of social network users 27.8% 29.2% 30.6% 31.9% 33.2% 34.1% 34.8% % of internet users 19.1% 20.2% 21.4% 22.5% 23.6% 24.5% 25.3% 15.1% 16.4% 17.5% 18.6% 19.7% 20.5% 21.1% Note: internet users of any age who access their Twitter account via any device at least once per month US Mobile Phone Twitter Users and Penetration, - Mobile phone Twitter users (millions) % 13.6% 13.1% % % % % % of mobile phone users 16.1% 18.0% 20.0% 21.3% 22.5% 23.4% 24.1% % of total Twitter users 84.5% 88.2% 92.3% 93.2% 93.8% 94.2% 94.5% Note: mobile phone users of any age who access their Twitter account via mobile phone (browser or app) at least once per month US Smartphone Twitter Users and Penetration, - Smartphone Twitter users (millions) % 14.7% 13.9% 9.7% 7.7% 5.3% 4.4% % of mobile phone 95.8% 96.7% 97.4% 98.6% 98.9% 99.1% 99.2% Twitter users % of smartphone users % of total Twitter users 22.8% 23.5% 24.6% 25.5% 26.3% 26.8% 27.4% 80.9% 85.2% 89.9% 91.9% 92.8% 93.4% 93.7% Note: smartphone users of any age who access their Twitter account via smartphone (browser or app) at least once per month US Facebook User Share, by Race/Ethnicity, - % of total White 63.8% 62.8% 62.0% 61.0% 60.3% 59.6% 59.1% Black 12.2% 12.3% 12.4% 12.6% 12.5% 12.4% 12.4% Asian 5.3% 5.4% 5.5% 5.5% 5.6% 5.7% 5.7% Other* 2.4% 2.6% 2.7% 2.7% 2.8% 2.9% 2.9% Hispanic** 16.2% 16.8% 17.5% 18.1% 18.8% 19.5% 20.0% Note: internet users who access their Facebook account via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 37

38 US Tablet Twitter Users and Penetration, - millions, % change and % of tablet users % 16.5% % 18.5% % 16.0% % 11.0% % 7.4% % 5.9% % 4.2% Tablet Twitter users % change % of tablet users Note: tablet users of any age who access their Twitter account via tablet at least once per month US Twitter Users, by Device, - millions, % change and % of total Twitter users Mobile*-only Twitter users (millions) % 27.8% 22.8% 18.0% 15.4% 11.4% 9.5% % of total Twitter users 35.5% 41.7% 47.4% 52.1% 56.4% 60.1% 63.2% Desktop/laptoponly Twitter users (millions) % -17.6% -28.6% -1.2% -0.9% -0.6% -0.6% % of total Twitter users Dual desktop/ laptop and mobile* Twitter users (millions) 14.0% % 10.6% % 7.0% % 6.5% % 6.0% % 5.7% % 5.5% % % of total Twitter users 50.5% 47.7% 45.6% 41.4% 37.6% 34.2% 31.3% Note: internet users of any age who access their Twitter account via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Twitter Users, by Device, - millions Mobile*-only Twitter users Desktop/laptop-only Twitter users Dual desktop/laptop and mobile* Twitter users Note: internet users of any age who access their Twitter account via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Twitter Users, by Age, - millions and % change Twitter users (millions) Total Twitter user growth (% change) % 10.4% 9.1% 8.7% 10.4% 6.8% 5.6% % 8.9% 7.8% 7.1% 4.6% 3.8% 3.0% % 4.4% 3.8% 2.7% 2.3% 1.8% 1.7% % 9.0% 8.9% 7.5% 7.0% 4.5% 4.2% % 10.2% 9.0% 8.9% 8.3% 6.6% 5.4% % 9.6% 8.3% 8.0% 7.5% 3.9% 3.3% % 11.6% 10.0% 9.2% 9.1% 5.2% 3.2% % 18.7% 16.5% 14.6% 11.4% 10.8% 9.9% Total 11.8% 8.9% 8.0% 7.3% 6.6% 4.7% 4.0% Note: internet users who access their Twitter account via any device at least once per month; numbers may not add up to total due to rounding US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 38

39 US Twitter User Penetration, by Age, - % of internet users in each group % 5.8% 6.2% 6.6% 7.1% 7.6% 8.0% % 24.6% 26.5% 28.3% 29.6% 30.6% 31.4% % 38.8% 40.2% 41.2% 42.1% 42.8% 43.5% % 27.7% 29.3% 30.9% 32.3% 33.3% 34.5% % 23.4% 25.3% 27.2% 29.1% 30.5% 31.7% % 17.6% 19.0% 20.7% 22.4% 23.6% 24.6% % 12.2% 13.2% 14.1% 15.1% 15.7% 16.2% % 8.4% 8.9% 9.5% 10.2% 10.9% 11.6% Total 19.1% 20.2% 21.4% 22.5% 23.6% 24.5% 25.3% Note: internet users who access their Twitter account via any device at least once per month US Twitter User Share, by Age, - % of total % 2.7% 2.7% 2.8% 2.9% 2.9% 3.0% % 11.3% 11.3% 11.3% 11.1% 11.0% 10.9% % 22.1% 21.3% 20.3% 19.5% 19.0% 18.6% % 21.7% 21.8% 21.9% 22.0% 22.0% 22.0% % 16.6% 16.7% 17.0% 17.3% 17.6% 17.8% % 12.8% 12.9% 13.0% 13.1% 13.0% 12.9% % 7.9% 8.0% 8.1% 8.3% 8.4% 8.3% % 4.9% 5.2% 5.6% 5.8% 6.2% 6.5% Note: internet users who access their Twitter account via any device at least once per month; numbers may not add up to 100% due to rounding US Twitter User Metrics, by Gender, - Twitter users (millions) Female Male Total Twitter user growth (% change) Female 12.7% 9.7% 8.9% 7.5% 6.8% 4.9% 4.2% Male 10.9% 8.0% 7.2% 7.1% 6.4% 4.5% 3.8% Total 11.8% 8.9% 8.0% 7.3% 6.6% 4.7% 4.0% Twitter user penetration (% of internet users in each group) Male 19.6% 20.5% 21.4% 22.5% 23.5% 24.4% 25.1% Female 18.6% 19.9% 21.3% 22.6% 23.8% 24.7% 25.5% Total 19.1% 20.2% 21.4% 22.5% 23.6% 24.5% 25.3% Twitter user share (% of total) Female 50.3% 50.7% 51.1% 51.2% 51.3% 51.4% 51.5% Male 49.7% 49.3% 48.9% 48.8% 48.7% 48.6% 48.5% Note: internet users of any age who access their Twitter account via any device at least once per month US Twitter Users, by Race/Ethnicity, - millions and % change Twitter users (millions) White Black Asian Other* Hispanic** Total Twitter user growth (% change) Asian 19.1% 14.4% 12.6% 11.6% 9.8% 5.6% 4.4% Black 13.2% 10.0% 9.3% 8.8% 6.6% 4.5% 3.9% White 9.1% 6.2% 5.0% 3.7% 3.3% 3.2% 3.0% Other* 18.1% 12.7% 11.5% 11.2% 9.6% 6.1% 5.4% Hispanic** 15.3% 12.8% 12.6% 12.2% 11.6% 6.9% 5.4% Total 11.8% 8.9% 8.0% 7.3% 6.6% 4.7% 4.0% Note: internet users of any age who access their Twitter account via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US Twitter User Penetration, by Race/Ethnicity, - % of internet users in each group Black 27.2% 29.2% 30.6% 32.8% 34.6% 35.8% 36.9% White 15.6% 16.4% 17.1% 17.6% 18.1% 18.7% 19.2% Asian 12.1% 13.3% 14.5% 15.7% 16.8% 17.3% 17.6% Other* 23.9% 24.7% 26.3% 28.0% 29.5% 30.3% 31.1% Hispanic** 28.6% 30.1% 32.1% 34.1% 36.1% 37.7% 38.7% Total 19.1% 20.2% 21.4% 22.5% 23.6% 24.5% 25.3% Note: internet users of any age who access their Twitter account via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US Twitter User Share, by Race/Ethnicity, - % of total White 52.8% 51.5% 50.0% 48.3% 46.9% 46.2% 45.8% Black 17.4% 17.6% 17.8% 18.0% 18.0% 18.0% 18.0% Asian 3.4% 3.5% 3.7% 3.8% 4.0% 4.0% 4.0% Other* 3.2% 3.3% 3.4% 3.5% 3.6% 3.7% 3.7% Hispanic** 23.3% 24.1% 25.1% 26.3% 27.5% 28.1% 28.5% Note: internet users of any age who access their Twitter account via any device at least once per month; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **could be of any race US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 39

40 INSTAGRAM USERS US Instagram Users and Penetration, - millions, % change and % of population % 20.1% % 20.9% % 15.1% % 10.6% % 7.4% % 5.1% % 4.2% Instagram users % of population % change Note: internet users who access their Instagram account via any device at least once per month US Instagram Users and Penetration, - millions, % change, % of mobile phone users and % of smartphone users Instagram users % 20.9% 15.1% 10.6% 7.4% 5.1% 4.2% % of mobile phone users % of smartphone users 25.4% 30.1% 34.1% 37.2% 39.3% 40.8% 42.1% 37.6% 40.7% 43.1% 45.0% 46.4% 47.1% 48.2% Note: internet users of any age who access their Instagram account via any device at least once per month US Mobile Phone Instagram Users and Penetration, - millions, % change and % of mobile phone users % % 30.1% 20.9% 34.1% 15.1% 10.6% 7.4% Mobile phone Instagram users % change % of mobile phone users 37.2% 39.3% 40.8% 42.1% 5.1% 4.2% Note: mobile phone users of any age who access their Instagram account via mobile phone (browser or app) at least once per month US Smartphone Instagram Users and Penetration, - millions, % change and % of smartphone users % % 44.5% 45.9% 46.7% 47.7% 40.3% 37.2% 20.9% 7.4% 15.1% 10.6% Smartphone Instagram users % change % of smartphone users 5.1% 4.2% Note: smartphone users of any age who access their Instagram account via smartphone (browser or app) at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 40

41 US Instagram Users, by Age, - millions Total Note: internet users who access their Instagram account via any device at least once per month; numbers may not add up to total due to rounding US Instagram User Penetration, by Age, - % of smartphone users in each group % 19.9% 20.1% 20.7% 21.4% 22.3% 23.2% % 89.6% 90.9% 90.7% 91.1% 91.7% 92.3% % 57.5% 61.4% 64.9% 68.2% 71.3% 73.6% % 53.1% 57.5% 61.7% 64.2% 66.4% 69.1% % 32.0% 34.6% 37.1% 39.6% 40.2% 40.5% % 25.2% 27.5% 29.6% 30.9% 32.3% 33.7% % 22.0% 24.7% 26.5% 28.3% 28.8% 29.2% % 10.5% 12.0% 12.0% 12.2% 12.1% 12.6% Total 37.6% 40.7% 43.1% 45.0% 46.4% 47.1% 48.2% Note: internet users who access their Instagram account via any device at least once per month US Instagram User Penetration, by Age, - % of social network users in each group % 16.7% 19.1% 21.4% 22.6% 24.0% 25.0% % 72.9% 78.7% 82.8% 84.7% 86.0% 87.5% % 54.8% 60.7% 65.3% 69.1% 72.3% 74.5% % 57.3% 64.8% 70.4% 73.5% 75.7% 78.4% % 36.5% 40.7% 44.2% 47.3% 48.5% 49.3% % 28.7% 33.6% 37.9% 40.7% 43.0% 45.0% % 27.3% 33.6% 38.0% 42.2% 44.5% 46.5% % 11.4% 13.1% 13.8% 14.5% 14.6% 14.7% Total 37.0% 43.1% 48.1% 51.8% 54.4% 56.0% 57.4% Note: internet users who access their Instagram account via any device at least once per month US Instagram User Share, by Age, - % of total % 1.0% 1.0% 1.1% 1.1% 1.1% 1.2% % 19.9% 18.9% 18.1% 17.4% 16.9% 16.6% % 20.1% 19.6% 19.2% 19.0% 19.1% 18.9% % 26.2% 26.5% 26.7% 26.5% 26.5% 26.7% % 14.0% 13.9% 13.9% 14.1% 14.0% 13.8% % 9.8% 10.1% 10.4% 10.6% 10.7% 10.8% % 6.9% 7.7% 8.1% 8.7% 8.9% 9.0% % 2.1% 2.4% 2.6% 2.7% 2.8% 2.9% Note: internet users who access their Instagram account via any device at least once per month; numbers may not add up to 100% due to rounding US Instagram User Growth, by Age, - % change % 23.6% 21.2% 15.7% 10.1% 9.4% 6.6% % 14.1% 9.0% 6.1% 3.1% 2.3% 2.3% % 14.7% 12.1% 8.5% 6.5% 5.4% 3.4% % 21.0% 16.5% 11.4% 6.9% 5.1% 5.1% % 24.5% 13.9% 10.5% 8.9% 4.3% 3.2% % 32.8% 18.6% 14.3% 8.7% 6.6% 5.5% % 34.0% 27.8% 17.1% 14.5% 7.8% 5.8% % 38.3% 32.2% 17.6% 13.3% 8.6% 7.9% Total 59.9% 20.9% 15.1% 10.6% 7.4% 5.1% 4.2% Note: internet users who access their Instagram account via any device at least once per month US Adult Instagram Users and Penetration, - Adult Instagram users (millions) % of adult mobile phone users % of adult social network users % 22.7% 33.7% % 27.3% 39.8% % 31.3% 44.9% % 34.4% 48.7% % 36.6% 51.4% % 38.2% 53.2% % 39.5% 54.6% Note: internet users ages 18+ who access their Instagram account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 41

42 US Instagram User Metrics, by Gender, - Instagram users (millions) Female Male Total Instagram user penetration (% of smartphone users in each group) Female 43.9% 47.1% 49.1% 50.5% 51.7% 52.1% 52.9% Male 31.0% 34.1% 36.9% 39.2% 40.7% 42.0% 43.2% Total 37.6% 40.7% 43.1% 45.0% 46.4% 47.1% 48.2% Instagram user penetration (% of social network users in each group) Female 41.8% 48.4% 53.6% 57.2% 59.8% 60.9% 62.0% Male 31.6% 37.3% 42.1% 46.0% 48.6% 50.7% 52.3% Total 37.0% 43.1% 48.1% 51.8% 54.4% 56.0% 57.4% Instagram user share (% of total) Female 59.6% 58.9% 58.3% 57.6% 57.1% 56.6% 56.2% Male 40.4% 41.1% 41.7% 42.4% 42.9% 43.4% 43.8% Note: internet users of any age who access their Instagram account via any device at least once per month US Instagram User Growth, by Gender, - % change 70.0% 53.7% Male 19.6% 22.8% Female 16.9% 13.9% 12.6% 9.2% 8.6% 6.6% 6.4% 4.1% 5.1% 3.6% PINTEREST USERS US Pinterest Users and Penetration, - millions, % change and % of internet users % 17.4% % % % % % % 20.6% 21.6% 22.5% 23.3% 23.8% 3.3% Pinterest users % of internet users % change Note: internet users of any age who access their Pinterest account via any device at least once per month US Pinterest Users and Penetration, - Pinterest users (millions) % of social network users % of internet users % 25.3% 17.4% 13.8% % 27.8% 19.3% 15.6% % 29.4% 20.6% 16.9% % 30.7% 21.6% 17.9% % 31.6% 22.5% 18.8% % 32.3% 23.3% 19.4% % 32.8% 23.8% 19.9% Note: internet users of any age who access their Pinterest account via any device at least once per month Note: internet users of any age who access their Instagram account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 42

43 US Pinterest Users, by Age, - millions and % change Pinterest users (millions) Total Pinterest user growth (% change) % 105.5% 36.1% 14.8% 14.0% 10.3% 9.5% % 62.5% 23.2% 15.7% 10.8% 7.7% 6.1% % 7.2% 6.3% 3.6% 2.6% 2.1% 1.2% % 10.9% 6.9% 6.0% 5.8% 4.7% 4.1% % 16.5% 9.0% 7.4% 5.7% 4.2% 2.8% % 7.7% 6.7% 5.7% 5.0% 4.1% 3.4% % 13.0% 8.4% 6.5% 5.0% 4.1% 2.8% % 17.2% 14.6% 12.1% 8.4% 5.9% 5.1% Total 26.0% 14.1% 9.0% 7.0% 5.6% 4.4% 3.3% Note: internet users who access their Pinterest account via any device at least once per month; numbers may not add up to total due to rounding US Pinterest User Penetration, by Age, - % of internet users in each group % 0.6% 0.8% 0.9% 1.0% 1.1% 1.2% % 13.0% 16.0% 18.5% 20.5% 22.0% 23.2% % 33.0% 35.0% 36.2% 37.1% 37.8% 38.2% % 26.5% 27.5% 28.5% 29.5% 30.5% 31.5% % 30.5% 33.0% 35.0% 36.5% 37.5% 38.0% % 15.0% 16.0% 17.0% 18.0% 19.0% 19.8% % 16.5% 17.5% 18.3% 18.8% 19.4% 19.9% % 11.0% 11.5% 12.0% 12.5% 12.8% 13.0% Total 17.4% 19.3% 20.6% 21.6% 22.5% 23.3% 23.8% Note: internet users who access their Pinterest account via any device at least once per month US Pinterest User Share, by Age, - % of total % 0.3% 0.4% 0.4% 0.4% 0.5% 0.5% % 6.3% 7.1% 7.7% 8.1% 8.3% 8.5% % 19.7% 19.2% 18.6% 18.1% 17.7% 17.3% % 21.7% 21.3% 21.1% 21.1% 21.2% 21.3% % 22.7% 22.7% 22.8% 22.8% 22.8% 22.7% % 11.5% 11.2% 11.1% 11.0% 11.0% 11.0% % 11.1% 11.1% 11.0% 10.9% 10.9% 10.8% % 6.7% 7.0% 7.4% 7.6% 7.7% 7.8% Note: internet users who access their Pinterest account via any device at least once per month; numbers may not add up to 100% due to rounding US Pinterest User Metrics, by Gender, - Pinterest users (millions) Female Male Total Pinterest user growth (% change) Male 41.3% 28.6% 15.8% 11.6% 10.4% 9.4% 8.1% Female 23.5% 11.3% 7.6% 6.0% 4.4% 3.0% 2.0% Total 26.0% 14.1% 9.0% 7.0% 5.6% 4.4% 3.3% Pinterest user penetration (% of internet users in each group) Female 28.4% 30.9% 32.6% 34.0% 35.0% 35.8% 36.2% Male 5.6% 7.0% 7.9% 8.7% 9.4% 10.2% 11.0% Total 17.4% 19.3% 20.6% 21.6% 22.5% 23.3% 23.8% Pinterest user share (% of total) Female 84.3% 82.3% 81.2% 80.4% 79.5% 78.5% 77.5% Male 15.7% 17.7% 18.8% 19.6% 20.5% 21.5% 22.5% Note: internet users of any age who access their Pinterest account via any device at least once per month TUMBLR USERS US Tumblr Users and Penetration, - Tumblr users (millions) % 15.4% 10.5% 8.6% 6.5% 5.2% 4.1% % of social network 10.5% 11.7% 12.5% 13.2% 13.8% 14.2% 14.5% users % of internet users 7.2% 8.1% 8.7% 9.3% 9.8% 10.2% 10.5% 5.7% 6.5% 7.2% 7.7% 8.2% 8.5% 8.8% Note: internet users of any age who access their Tumblr account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 43

44 US Tumblr Users, by Age, - millions and % change Tumblr users (millions) Total Tumblr user growth (% change) % 2.7% 2.1% 2.1% 2.6% 1.8% 0.8% % 20.0% 12.6% 9.7% 4.8% 3.6% 3.1% % 13.7% 5.9% 4.5% 3.7% 3.2% 2.0% % 13.9% 9.8% 8.6% 7.0% 5.3% 3.5% % 15.7% 13.4% 9.2% 6.6% 5.4% 5.2% % 10.8% 9.3% 7.9% 6.9% 5.8% 3.3% % 19.8% 16.8% 14.8% 13.2% 10.9% 9.3% % 42.3% 33.2% 26.4% 14.4% 12.9% 12.1% Total 32.8% 15.4% 10.5% 8.6% 6.5% 5.2% 4.1% Note: internet users of any age who access their Tumblr account via any device at least once per month; numbers may not add up to total due to rounding US Tumblr User Penetration, by Age, - % of internet users in each group % 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% % 12.0% 13.5% 14.8% 15.5% 16.0% 16.4% % 17.5% 18.5% 19.3% 20.0% 20.6% 21.0% % 15.0% 16.0% 17.0% 17.8% 18.5% 19.0% % 8.0% 9.0% 9.7% 10.2% 10.6% 11.0% % 5.4% 5.9% 6.4% 6.9% 7.4% 7.7% % 3.5% 4.0% 4.5% 5.0% 5.5% 6.0% % 1.4% 1.7% 2.0% 2.2% 2.4% 2.6% Total 7.2% 8.1% 8.7% 9.3% 9.8% 10.2% 10.5% Note: internet users who access their Tumblr account via any device at least once per month US Tumblr User Share, by Age, - % of total % 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% % 13.8% 14.1% 14.2% 14.0% 13.8% 13.7% % 24.9% 23.9% 23.0% 22.4% 22.0% 21.6% % 29.3% 29.1% 29.1% 29.3% 29.3% 29.1% % 14.2% 14.6% 14.6% 14.6% 14.7% 14.8% % 9.9% 9.8% 9.7% 9.7% 9.8% 9.7% % 5.6% 5.9% 6.3% 6.7% 7.0% 7.4% % 2.0% 2.4% 2.8% 3.1% 3.3% 3.5% Note: internet users who access their Tumblr account via any device at least once per month; numbers may not add up to 100% due to rounding US Tumblr User Metrics, by Gender, - Tumblr users (millions) Female Male Total Tumblr user growth (% change) Female 32.6% 15.1% 10.3% 8.4% 6.2% 5.0% 3.9% Male 33.1% 15.6% 10.8% 8.8% 6.7% 5.5% 4.3% Total 34.2% 14.7% 10.2% 8.4% 6.7% 5.5% 4.2% Tumblr user penetration (% of internet users in each group) Female 7.2% 8.1% 8.8% 9.4% 9.9% 10.3% 10.6% Male 7.2% 8.0% 8.7% 9.2% 9.7% 10.2% 10.5% Total 7.2% 8.1% 8.7% 9.3% 9.8% 10.2% 10.5% Tumblr user share (% of total) Female 51.8% 51.7% 51.6% 51.5% 51.4% 51.3% 51.2% Male 48.2% 48.3% 48.4% 48.5% 48.6% 48.7% 48.8% Note: internet users of any age who access their Tumblr account via any device at least once per month DIGITAL VIDEO VIEWERS US Digital Video Viewers and Penetration, - Digital video viewers (millions) % of internet users % 77.5% 61.5% % 79.2% 64.1% % 80.3% 65.8% % 81.0% 67.1% % 81.8% 68.2% % 82.5% 68.9% % 83.1% 69.4% Note: internet users of any age who watch digital video content via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 44

45 US Mobile Phone Video Viewers and Penetration, - Mobile phone video viewers (millions) % of mobile phone users % 11.8% 49.5% 54.2% % 58.0% % 60.8% % 62.7% % 64.1% % 64.9% 39.2% 43.5% 46.9% 49.5% 51.5% 52.8% 53.6% Note: mobile phone users of any age who watch streaming or downloaded video content via mobile phone (browser or app) at least once per month US Smartphone Video Viewers and Penetration, - Smartphone video viewers (millions) % 12.0% 8.9% 6.3% 5.0% 3.6% 2.3% % of mobile phone 99.0% 99.2% 99.3% 99.4% 99.5% 99.6% 99.7% video viewers % of smartphone users 72.4% 72.8% 72.9% 73.1% 73.6% 73.8% 74.1% 38.8% 43.2% 46.6% 49.2% 51.2% 52.7% 53.5% Note: smartphone users of any age who watch video content via smartphone through a mobile browser, subscriptions, downloads or app at least once per month US Tablet Video Viewers and Penetration, - Tablet video viewers (millions) % of tablet users % of digital video viewers % of internet users % 59.8% 45.4% 35.2% 27.9% % 63.3% 49.0% 38.8% 31.4% % 64.3% 50.3% 40.4% 33.1% % 65.3% 51.3% 41.6% 34.5% % 65.8% 51.9% 42.4% 35.4% % 66.5% 52.7% 43.5% 36.3% % 67.2% 53.5% 44.5% 37.1% Note: tablet users of any age who watch streaming or downloaded video content via tablet (browser or app) at least once per month US Digital Video Viewers, by Device, - millions, % change and % of total digital video viewers Mobile*-only video viewers (millions) % of total digital video viewers Desktop/laptoponly video viewers (millions) % of total digital video viewers Dual desktop/laptop and mobile* video viewers (millions) % of total digital video viewers % 28.0% % 34.4% % 37.6% % 31.4% % 30.4% % 38.3% % 33.3% % 27.1% % 39.6% % 34.8% % 24.9% % 40.3% % 36.1% % 23.1% % 40.8% % 37.0% % 21.9% % 41.1% % 37.8% % 21.4% % 40.8% Note: internet users of any age who watch digital video content via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US Digital Video Viewers, by Device, - millions Desktop/laptop-only video viewers Mobile*-only video viewers Dual desktop/laptop and mobile* video viewers Note: internet users of any age who watch digital video content via desktop/laptop and/or a mobile device (browser or app) at least once per month; *includes feature phones, smartphones and tablets US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 45

46 US Digital Video Viewers, by Age, - millions and % change Digital video viewers (millions) Total Digital video viewer growth (% change) % 4.9% 3.5% 3.5% 3.3% 1.6% 1.4% % 1.6% 1.2% 1.1% 0.6% 0.6% 0.4% % 1.7% 0.8% 0.5% 0.5% 0.7% 0.2% % 3.7% 4.1% 2.8% 2.8% 1.8% 1.3% % 3.0% 1.9% 1.9% 1.6% 1.5% 1.5% % 2.1% 1.5% 1.2% 1.0% 0.7% 0.2% % 6.1% 5.5% 3.7% 3.5% 1.6% 1.3% % 35.0% 16.3% 11.9% 7.7% 7.0% 6.9% Total 5.3% 5.0% 3.6% 2.8% 2.4% 1.8% 1.5% Note: internet users who watch digital video content via any device at least once per month; numbers may not add up to total due to rounding US Digital Video Viewer Penetration, by Age, - % of internet users in each group % 71.5% 72.5% 73.5% 74.0% 75.0% 75.8% % 93.5% 94.5% 95.5% 96.0% 96.3% 96.1% % 95.9% 96.5% 96.8% 97.2% 97.7% 97.8% % 91.0% 92.0% 92.5% 93.0% 93.5% 94.0% % 88.5% 89.5% 90.0% 90.2% 90.2% 90.3% % 78.5% 79.6% 81.0% 82.5% 84.2% 85.0% % 62.0% 64.0% 65.0% 66.0% 66.5% 67.3% % 50.7% 53.8% 56.0% 58.0% 60.0% 62.0% Total 77.5% 79.2% 80.3% 81.0% 81.8% 82.5% 83.1% Note: internet users who watch digital video content via any device at least once per month US Digital Video Viewer Share, by Age, - % of total % 8.6% 8.5% 8.6% 8.7% 8.7% 8.7% % 11.0% 10.7% 10.6% 10.4% 10.3% 10.1% % 14.0% 13.6% 13.3% 13.0% 12.9% 12.7% % 18.1% 18.2% 18.2% 18.3% 18.3% 18.3% % 16.0% 15.8% 15.6% 15.5% 15.4% 15.4% % 14.6% 14.3% 14.1% 13.9% 13.8% 13.6% % 10.2% 10.4% 10.4% 10.5% 10.5% 10.5% % 7.5% 8.4% 9.2% 9.6% 10.1% 10.7% Note: internet users who watch digital video content via any device at least once per month; numbers may not add up to 100% due to rounding US Digital TV Viewers, - millions, % change and % of population % 12.4% % 7.8% % 7.1% % 3.7% % 2.9% % 2.4% % 2.2% Digital TV viewers % change % of population Note: internet users of any age who watch TV shows online via any device at least once per month US Digital Video Viewers and Penetration, TV vs. Movie, - Digital video viewers* (millions) Digital TV viewers** 72.7% as a % of digital video viewers Digital movie 53.5% viewers*** as a % of digital video viewers % 54.8% % 56.6% % 57.7% % 59.8% % 60.7% % 61.7% Note: numbers do not add up to 100% due to overlap among digital TV and movie viewers; *internet users of any age who watch digital video content via any device at least once per month; **internet users of any age who watch TV shows online via any device at least once per month; ***internet users of any age who watch movies online via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 46

47 US Digital TV* and Movie** Viewers and Penetration, - Digital TV viewers* (millions) % of digital video viewers % 72.7% % 74.6% % 77.2% % 77.8% % 78.2% % 78.6% % 79.1% % of internet users Digital movie viewers** (millions) % of digital video viewers % of internet users 56.3% 44.7% % 53.5% 41.4% 59.1% 47.8% % 54.8% 43.4% 62.0% 50.8% % 56.6% 45.4% 63.0% 52.2% % 57.7% 46.8% 63.9% 53.3% % 59.8% 48.9% 64.9% 54.1% % 60.7% 50.1% 65.7% 54.9% % 61.7% 51.3% 32.9% 35.1% 37.2% 38.8% 40.8% 41.8% 42.8% Note: *internet users of any age who watch TV shows online via any device at least once per month; **internet users of any age who watch movies online via any device at least once per month DIGITAL GAMERS US Online Console Gamers and Penetration, - Online console gamers (millions) % of internet users % 18.3% 14.5% % 18.9% 15.3% % 19.4% 15.9% % 19.8% 16.4% % 20.1% 16.8% % 20.3% 17.0% % 20.6% 17.2% Note: individuals of any age who play games online via a gaming console at least once per month US Social Gamers and Penetration, - Social gamers (millions) % 5.6% 5.2% 4.7% 4.2% 3.5% 3.4% % of social network users 49.6% 50.5% 51.5% 52.5% 53.4% 54.2% 55.1% % of internet users 34.0% 35.0% 36.0% 37.0% 38.0% 39.0% 40.0% 27.0% 28.3% 29.5% 30.7% 31.7% 32.5% 33.4% Note: social network users of any age who play games on a social network at least once per month US Online Casual Gamers and Penetration, - Online casual gamers (millions) % of internet users % 40.2% 31.9% % 40.7% 32.9% % 41.2% 33.8% % 41.8% 34.6% % 42.5% 35.4% % 43.1% 36.0% % 43.7% 36.5% Note: internet users of any age who play games via web browser at least once per month on a desktop or laptop computer; includes social games US Mobile Phone Gamers and Penetration, - Mobile phone gamers (millions) % of mobile phone users % 58.4% 46.3% % 63.9% 51.3% % 68.8% 55.7% % 72.3% 58.9% % 75.0% 61.6% % 76.5% 63.1% % 77.0% 63.7% Note: mobile phone users of any age who play games on mobile phones at least once per month; excludes preinstalled games on feature phones US Smartphone Gamers and Penetration, - Smartphone gamers (millions) % of mobile phone gamers % of smartphone users 19.4% 78.9% 68.1% 36.5% 15.4% 81.5% 70.5% 41.8% 12.3% 83.6% 72.8% 46.6% 8.3% 85.0% 74.3% 50.0% 7.5% 86.6% 76.6% 53.3% 5.3% 88.3% 78.1% 55.7% 3.2% 89.6% 79.0% 57.0% Note: smartphone users of any age who play games on smartphones at least once per month US Tablet Gamers and Penetration, - Tablet gamers (millions) % of tablet users % of internet users % 70.4% 41.4% 32.9% % 71.2% 43.6% 35.3% % 72.5% 45.5% 37.3% % 73.2% 46.6% 38.6% % 74.1% 47.8% 39.9% % 75.0% 49.1% 41.0% % 75.9% 50.2% 41.9% Note: tablet users of any age who play games via tablet at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 47

48 DIGITAL MUSIC LISTENERS US Monthly Digital Radio Listeners and Penetration, - Monthly digital radio listeners (millions) % % % % % % % % of internet users 63.7% 66.2% 67.9% 68.6% 69.2% 69.7% 70.4% 50.6% 53.5% 55.6% 56.8% 57.7% 58.2% 58.8% Note: internet users ages 12+ who have listened to digital broadcasts of terrestrial radio stations, digital-only radio stations or audio podcasts via any device at least once per month US Monthly Adult Digital Radio Listeners and Penetration, - Monthly adult digital radio listeners (millions) % of adult internet users % of adult population % 75.3% 63.0% % 78.2% 66.7% % 80.0% 69.1% % 80.7% 70.4% % 81.4% 71.4% % 82.0% 71.9% % 82.8% 72.6% Note: internet users ages 18+ who have listened to digital broadcasts of terrestrial radio stations, digital-only radio stations or audio podcasts via any device at least once per month US Weekly Digital Radio Listeners and Penetration, - Weekly digital radio listeners (millions) % of internet users 9.7% 41.9% 33.3% 6.9% 43.7% 35.3% 4.8% 44.8% 36.7% 3.8% 45.6% 37.8% 2.3% 46.0% 38.4% 1.8% 46.4% 38.7% 1.7% 46.8% 39.1% Note: internet users ages 12+ who have listened to digital broadcasts of terrestrial radio stations, digital-only radio stations or audio podcasts via any device at least once per week US Mobile Phone Music Listeners and Penetration, - Mobile phone music listeners (millions) % of mobile phone users % 34.5% 27.4% % 38.8% 31.2% % 42.8% 34.7% % 45.6% 37.1% % 47.5% 39.0% % 49.1% 40.5% % 50.1% 41.4% Note: mobile phone users of any age who listen to music via mobile phone through direct download or live stream at least once per month; excludes sideloaded music, ringtones and ringback tones US Smartphone Music Listeners and Penetration, - Smartphone music listeners (millions) % 14.9% 12.3% 8.1% 6.0% 4.8% 3.1% % of mobile phone 99.4% 99.5% 99.6% 99.7% 99.7% 99.8% 99.8% music listeners % of smartphone users 50.7% 52.3% 54.0% 55.0% 55.9% 56.7% 57.3% 27.2% 31.0% 34.5% 37.0% 38.9% 40.5% 41.4% Note: smartphone users of any age who listen to music via smartphone through direct download or live stream at least once per month; excludes sideloaded music, ringtones and ringback tones US Tablet Music Listeners and Penetration, - Tablet music listeners (millions) % of tablet users % of digital music listeners % of internet users % 48.4% 44.7% 28.5% 22.6% % 48.7% 45.1% 29.8% 24.1% % 49.2% 45.5% 30.9% 25.3% % 49.5% 46.0% 31.5% 26.1% % 49.7% 46.4% 32.1% 26.7% % 50.0% 46.9% 32.7% 27.3% % 50.3% 47.3% 33.3% 27.8% Note: tablet users of any age who listen to music on tablets via direct download or live stream at least once per month US Weekly Adult Digital Radio Listeners and Penetration, - Weekly adult digital radio listeners (millions) % of adult internet users % of adult population % 49.1% 41.0% % 51.0% 43.4% % 52.1% 45.0% % 53.0% 46.3% % 53.4% 46.8% % 53.8% 47.2% % 54.2% 47.5% Note: internet users ages 18+ who have listened to digital broadcasts of terrestrial radio stations, digital-only radio stations or audio podcasts via any device at least once per week US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 48

49 MILLENNIAL DIGITAL USERS US Millennial Internet Users and Penetration, - millions, % change and % of millennial population % 94.6% 95.4% 95.9% 96.2% 96.2% 96.1% US Millennial Mobile Phone Internet Users and Penetration, - millions, % change and % of millennial mobile phone users % 97.6% 97.9% 97.9% 98.0% 90.0% 83.7% 15.4% 9.6% 7.2% 4.0% 2.5% 0.9% 0.7% 1.2% 1.5% 1.5% 1.2% 1.1% 0.6% 0.5% Millennial internet users % of millennial population % change Note: individuals born between 1981 and 2000 who use the internet from any location via any device at least once per month US Millennial Mobile Phone Users and Penetration, - millions, % change and % of millennial population % % % % % % % Millennial mobile phone internet users % of millennial mobile phone users % change Note: mobile phone users born between 1981 and 2000 who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access US Millennial Smartphone Users and Penetration, - millions, % change and % of millennial mobile phone users % % % % % % % 15.9% 10.0% 7.6% 4.4% 2.8% 1.1% 0.9% 1.8% 1.9% 1.5% 1.4% 2.2% Millennial mobile phone users % of millennial population % change 0.8% Note: individuals born between 1981 and 2000 who own at least one mobile phone and use the phone(s) at least once per month 0.6% Millennial smartphone users % of millennial mobile phone users % change Note: individuals born between 1981 and 2000 who own at least one smartphone and use the smartphone(s) at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 49

50 US Millennial Social Network Users and Penetration, - millions, % change and % of millennial internet users % 89.7% 89.7% 89.8% 89.7% 89.5% 90.8% US Millennial Twitter Users and Penetration, - millions, % change and % of millennial internet users % 31.3% 32.7% 34.0% 35.3% 35.6% 36.1% 2.4% 2.3% 1.6% 1.3% 1.0% 0.4% 0.1% 11.4% 7.5% 6.3% 5.2% 4.8% 1.7% 1.7% Millennial social network users % of millennial internet users % change Note: individuals born between 1981 and 2000 who use social networks via any device at least once per month Millennial Twitter users % of millennial internet users % change Note: individuals born between 1981 and 2000 who access their Twitter account via any device at least once per month Source: emarketer, Feb 1, US Millennial Facebook Users and Penetration, - millions, % change and % of millennial internet users % 82.5% 82.1% 81.8% 81.4% 81.1% % US Millennial Instagram Users and Penetration, - millions, % change and % of millennial smartphone users % 60.4% 61.7% 62.1% 63.0% 63.5% 56.1% 50.6% 1.9% 1.9% 0.9% Millennial Facebook users 0.8% 0.6% % of millennial internet users % change 0.3% 0.2% Note: individuals born between 1981 and 2000 who access their Facebook account via any device at least once per month % 10.2% Millennial Instagram users 6.5% % of millennial smartphone users % change 3.5% 2.5% 1.7% Note: individuals born between 1981 and 2000 who access their Instagram account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 50

51 US Millennial Pinterest Users and Penetration, - millions, % change and % of millennial internet users US Millennial Digital Video Viewers and Penetration, - millions, % change and % of millennial internet users % 93.1% 93.7% 93.9% 94.1% 94.1% 94.1% 33.5% 26.9% 29.3% 31.3% 33.1% 34.0% 34.7% 23.6% 15.5% 10.7% 8.2% 6.9% 3.2% 2.6% 2.9% 2.5% 2.1% 1.4% 1.2% 0.7% 0.5% Millennial Pinterest users % of millennial internet users % change Note: individuals born between 1981 and 2000 who access their Pinterest account via any device at least once per month Millennial digital video viewers % of millennial internet users % change Note: internet users born between 1981 and 2000 who watch digital video content via any device at least once per month US Millennial Tumblr Users and Penetration, - millions, % change and % of millennial internet users GEN X DIGITAL USERS US Gen X Internet Users and Penetration, - millions, % change and % of Gen X population % 90.8% 91.3% 91.5% 91.6% 91.5% 91.1% 33.9% 16.0% 16.3% 17.0% 17.5% 17.6% 17.6% 13.5% 15.5% 7.1% Millennial Tumblr users 5.6% 4.0% % of millennial internet users % change 1.5% 0.4% Note: individuals born between 1981 and 2000 who access their Tumblr account via any device at least once per month % 0.9% 0.5% 0.3% 0.1% -0.1% -0.5% Gen X internet users % of Gen X population % change Note: individuals born between 1965 and 1980 who use the internet from any location via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 51

52 US Gen X Mobile Phone Users and Penetration, - millions, % change and % of Gen X population % 94.4% 94.4% 94.4% 94.4% 94.4% % US Gen X Smartphone Users and Penetration, - millions, % change and % of Gen X mobile phone users % 93.7% 96.0% 97.3% 87.9% 83.2% 77.2% 0 0.2% 0.0% 0.0% 0.0% 0.1% 0.0% -0.4% Gen X mobile phone users % of Gen X population % change Note: individuals born between 1965 and 1980 who own at least one mobile phone and use the phone(s) at least once per month US Gen X Mobile Phone Internet Users and Penetration, - millions, % change and % of Gen X mobile phone users % % % % % % % 11.8% 7.9% 5.7% Gen X smartphone users 3.7% 2.8% % of Gen X mobile phone users % change 2.4% Note: individuals born between 1965 and 1980 who own at least one smartphone and use the smartphone(s) at least once per month 1.0% US Gen X Social Network Users and Penetration, - millions, % change and % of Gen X internet users % % % % % % % 11.5% 7.7% 5.5% 3.5% Gen X mobile phone internet users 2.7% % of Gen X mobile phone users % change 2.1% 0.7% Note: mobile phone users born between 1965 and 1980 who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access % 1.0% 0.9% Gen X social network users 0.6% 0.6% % of Gen X internet users % change 0.7% -1.2% Note: individuals born between 1965 and 1980 who use social networks via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 52

53 US Gen X Facebook Users and Penetration, - millions, % change and % of Gen X internet users US Gen X Instagram Users and Penetration, - millions, % change and % of Gen X smartphone users % 65.0% 65.4% 65.7% 66.0% 66.6% 66.4% % 28.4% 30.7% 32.5% 34.0% 34.4% 34.7% 0 0.6% 0.4% 1.1% 0.7% 0.7% 0.7% -0.8% Gen X Facebook users % of Gen X internet users % change Note: individuals born between 1965 and 1980 who access their Facebook account via any device at least once per month US Gen X Twitter Users and Penetration, - millions, % change and % of Gen X internet users % 18.5% 14.4% Gen X Instagram users 9.5% 7.9% % of Gen X smartphone users % change 3.6% 1.8% Note: individuals born between 1965 and 1980 who access their Instagram account via any device at least once per month US Gen X Pinterest Users and Penetration, - millions, % change and % of Gen X internet users % 21.2% 22.5% 23.9% 25.3% 26.2% 26.3% 22.5% 24.7% 25.5% 26.0% 26.1% 26.0% 25.6% 0 7.4% 6.3% 6.8% 6.4% 6.0% 3.5% -0.1% Gen X Twitter users % of Gen X internet users % change Note: individuals born between 1965 and 1980 who access their Twitter account via any device at least once per month % 10.7% 3.9% 2.1% 0.6% -0.4% -2.1% Gen X Pinterest users % of Gen X internet users % change Note: individuals born between 1965 and 1980 who access their Pinterest account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 53

54 US Gen X Tumblr Users and Penetration, - millions, % change and % of Gen X internet users US Baby Boomer Mobile Phone Users and Penetration, - millions, % change and % of baby boomer population % 87.4% 87.5% 87.6% 87.7% 87.8% 87.8% 27.3% 6.8% 7.0% 9.3% 8.0% 8.3% 8.6% 8.7% 0 4.4% 7.6% 5.6% 3.9% 3.1% -0.1% Gen X Tumblr users % of Gen X internet users % change Note: individuals born between 1965 and 1980 who access their Tumblr account via any device at least once per month BABY BOOMER DIGITAL USERS US Baby Boomer Internet Users and Penetration, - millions, % change and % of baby boomer population % % % % % % % 0-0.5% -0.6% -0.6% -0.7% Baby boomer mobile phone users -0.7% % of baby boomer population % change -0.9% Note: individuals born between 1946 and 1964 who own at least one mobile phone and use the phone(s) at least once per month -1.0% US Baby Boomer Mobile Phone Internet Users and Penetration, - millions, % change and % of baby boomer mobile phone users % % % % % % % 0-0.4% -0.5% -0.6% Baby boomer internet users -0.7% -1.4% % of baby boomer population % change -2.1% -1.9% Note: individuals born between 1946 and 1964 who use the internet from any location via any device at least once per month % 9.9% 7.2% 4.1% 2.1% 1.3% Baby boomer mobile phone internet users % of baby boomer mobile phone users % change -0.7% Note: mobile phone users born between 1946 and 1964 who access the internet via mobile phone (browser or app) at least once per month; use of SMS/MMS is not considered mobile internet access US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 54

55 US Baby Boomer Smartphone Users and Penetration, - millions, % change and % of baby boomer mobile phone users US Baby Boomer Facebook Users and Penetration, - millions, % change and % of baby boomer internet users % 64.4% 69.4% 72.7% 74.8% 76.2% 76.2% 51.4% 51.3% 51.1% 51.0% 50.9% 50.8% 51.0% % 10.0% 7.1% 4.0% 2.2% 1.0% Baby boomer smartphone users % of baby boomer mobile phone users % change Note: individuals born between 1946 and 1964 who own at least one smartphone and use the smartphone(s) at least once per month -1.0% US Baby Boomer Social Network Users and Penetration, - millions, % change and % of baby boomer internet users % -0.7% -0.9% Baby boomer Facebook users -1.0% -1.5% % of baby boomer internet users % change -2.4% -1.5% Note: individuals born between 1946 and 1964 who access their Facebook account via any device at least once per month US Baby Boomer Twitter Users and Penetration, - millions, % change and % of baby boomer internet users % 59.3% 59.2% 59.2% 59.2% 59.2% 60.1% 12.4% 13.0% 13.4% 13.7% 14.0% 14.0% 14.3% 0 0.5% -0.4% -0.8% -1.3% Baby boomer social network users -1.3% % of baby boomer internet users % change -2.1% -0.5% Note: individuals born between 1946 and 1964 who use social networks via any device at least once per month % 4.0% 2.5% Baby boomer Twitter users 1.8% 0.7% % of baby boomer internet users % change -2.7% 0.3% Note: individuals born between 1946 and 1964 who access their Twitter account via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 55

56 US Baby Boomer Instagram Users and Penetration, - millions, % change and % of baby boomer smartphone users 105.1% US Baby Boomer Tumblr Users and Penetration, - millions, % change and % of baby boomer internet users % 54.7% 18.6% 21.0% 20.4% Baby boomer Instagram users 21.0% 12.1% 22.6% 5.3% 23.7% 2.7% % of baby boomer smartphone users % change 23.4% -2.3% Note: individuals born between 1946 and 1964 who access their Instagram account via any device at least once per month US Baby Boomer Pinterest Users and Penetration, - millions, % change and % of baby boomer internet users % 3.4% 7.1% 3.6% 5.6% 3.9% Baby boomer Tumblr users 4.6% 4.1% 4.2% 2.5% % of baby boomer internet users % change 4.4% 0.6% 4.6% 2.9% Note: individuals born between 1946 and 1964 who access their Tumblr account via any device at least once per month US Baby Boomer Digital Video Viewers and Penetration, - millions, % change and % of baby boomer internet users % 64.5% 64.9% 64.7% 64.6% 64.1% 65.1% 16.6% 15.2% 15.9% 16.4% 16.8% 17.0% 17.0% % 6.9% 4.1% Baby boomer Pinterest users 0.8% 0.8% % of baby boomer internet users % change -0.8% -1.7% Note: individuals born between 1946 and 1964 who access their Pinterest account via any device at least once per month % 1.1% 0.1% -0.9% -1.6% Baby boomer digital video viewers % of baby boomer internet users % change -2.9% -0.5% Note: internet users born between 1946 and 1964 who watch digital video content via any device at least once per month US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 56

57 EDITORIAL AND PRODUCTION CONTRIBUTORS Cliff Annicelli Michael Balletti Kate Berman Joanne DiCamillo Dana Hill Stephanie Meyer Kris Oser Heather Price John Rambow Allie Smith Managing Editor, Reports Copy Editor Chart Editor Senior Production Artist Director of Production Senior Production Artist Deputy Editorial Director Senior Copy Editor Executive Editor, Reports Director of Charts US DIGITAL USERS: THE EMARKETER FORECAST FOR EMARKETER INC. ALL RIGHTS RESERVED 57

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