we are social�

PAKISTAN�SOCIAL, DIGITAL �AND MOBILE IN�

JANUARY 2013 �

FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE �

CONTACT SIMON KEMP AT WE ARE SOCIAL:�

SAYHELLO@WEARESOCIAL.SG �

@WEARESOCIALSG �

+65 9146 5356 �

WEARESOCIAL.SG �

3 �

190,291,000 �

29,128,970 �

8,007,460 �

119,860,800 �

TOTAL POPULATION�

INTERNET USERS�

USERS ON TOP SOCIAL NETWORK�

MOBILE SUBSCRIBERS�

PAKISTAN�JAN�2013 �

URBAN�

INTERNET PENETRATION�

SOCIAL NETWORKING PENETRATION�

MOBILE PENETRATION�

RURAL �

36%�

15% �

63%�

64%�

4%�

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);

URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED DEC 2012); SOCIAL NETWORKS: FACEBOOK (JAN 2013); MOBILE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 3 �

CURRENT POPULATION OF PAKISTAN:�

190,291,000 �

SOURCE: THE US CENSUS BUREAU (OCT 2012) � 4 �

3,000,000 �

NUMBER OF PEOPLE ADDED �TO PAKISTAN’S POPULATION IN 2012: �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (DEC 2012) � 5 �

EVERY 11 SECONDS�THAT EQUATES TO A NEW BABY BORN�

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (DEC 2012) � 6 �

1.6%�

ANNUAL GROWTH OF�PAKISTAN’S POPULATION:�

SOURCE: US CENSUS BUREAU (DEC 2012) � 7 �

67%�OF PAKISTAN’S POPULATION �

IS UNDER THE AGE OF 30 �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) � 8 �

35%�0F PAKISTAN’S POPULATION �

IS BELOW THE AGE OF 15 �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) � 9 �

64%�0F PAKISTAN’S POPULATION �

LIVES IN RURAL AREAS �

SOURCES: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012); AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2O11) � 10 �

29,128,970 �NUMBER OF INTERNET USERS IN PAKISTAN:�

SOURCE: INTERNETWORLDSTATS (ACCESSED DEC 2012) � 11 �

15% �

INTERNET PENETRATION�IN PAKISTAN: �

SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (ACCESSED DEC 2012); AND THE US CENSUS BUREAU (OCT 2012) � 12�

2,000,000 �

NUMBER OF BROADBAND �SUBSCRIPTIONS IN PAKISTAN:�

SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 13�

7%�

BROADBAND PENETRATION�IN PAKISTAN: �

SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (DEC 2011), AND PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 14�

43%�IN THE 12 MONTHS �

TO MAY 2012 �

BROADBAND SUBSCRIPTIONS �IN PAKISTAN INCREASED BY �

SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 15 �

80%�OF PAKISTAN’S NETIZENS SPEND MORE �

THAN ONE HOUR ONLINE PER DAY �

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 16 �

THE AVERAGE ONLINE SESSION IN PAKISTAN:�

SOURCE: EFFECTIVE MEASURE (MAY 2012) � 17 �

WEBSITES� MINUTES �

3 � 5 �

DEVICES USED TO ACCESS�THE INTERNET IN PAKISTAN�

SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) � 18�

LAPTOP � SMARTPHONE �55%� 30%�

DESKTOP �50%�

60%�OF PAKISTANI NETIZENS �

INTERACT WITH BRANDS ONLINE �

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 19 �

8,007,640 �

NUMBER OF SOCIAL MEDIA�USERS IN PAKISTAN: �

SOURCE: SOCIALBAKERS (JAN 2013) � 20 �

4%�

SOCIAL MEDIA�PENETRATION IN PAKISTAN: �

SOURCES: BASED ON DATA FROM SOCIALBAKERS (JAN 2013) AND THE US CENSUS BUREAU (ACCESSED JAN 2013) � 21�

28%�OF PAKISTAN’S SOCIAL MEDIA USERS �

USE MORE THAN ONE SOCIAL PLATFORM �

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 22 �

FAVOURITE SOCIAL MEDIA�AMONGST PAKISTAN’S NETIZENS �

SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) � 23 �

FACEBOOK� GOOGLE+ �

53%� 14%�YOUTUBE �

25%�

69%�OF SOCIAL MEDIA USERS �IN PAKISTAN ARE MALE �

�SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) �

�24�

1,379,360 �IN THE PAST 6 MONTHS �

THE NUMBER OF FACEBOOK�USERS IN PAKISTAN HAS GROWN BY �

SOURCE: SOCIALBAKERS (DEC 2012) � 25 �

THAT’S ONE NEW FACEBOOK�USER EVERY 12 SECONDS�

SOURCE: BASED ON DATA FROM SOCIALBAKERS (DEC 2012) � 26 �

(! )!

65%�OF PAKISTAN’S FACEBOOK USERS�

ARE UNDER THE AGE OF 25 �

SOURCE: FACEBOOK AD MANAGER (ACCESSED SEP 2012) � 27�

SOURCE: FACEBOOK AD MANAGER (ACCESSED OCT 2012) � 28 �

FACEBOOK IN PAKISTAN�OCT �2012 �

FEMALE:�31%�

MALE:�69%�18-24:�

50%�

13-17:�15%�

25-34:�26%�

35--44:�6%�

45-54:�2%�

55-64:�1%� 65+:�

1%�

72%�OF PAKISTAN’S FACEBOOK�USERS LOG IN EVERY DAY �

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 29 �

40 MINUTES �PER DAY ON FACEBOOK�

PAKISTANIS SPEND AN AVERAGE OF�

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 30 �

THAT EQUATES TO ABOUT 10 FULL DAYS ON FACEBOOK PER USER, PER YEAR �

SOURCE: BASED ON DATA FROM B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 31�

(! )!

220,000 �YEARS ON FACEBOOK IN 2012 �

PAKISTANIS SPENT MORE THAN�

SOURCE: BASED ON DATA FROM SOCIALBAKERS (DEC 2012), AND B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 32 �

50%�OF PAKISTAN’S FACEBOOK USERS�

LOG ON BETWEEN 6PM AND MIDNIGHT�

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 33 �

43%�OF FACEBOOK USERS ACCESS THE WEBSITE �FROM MORE THAN ONE KIND OF DEVICE �

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 34 �

135�FACEBOOK FRIENDS�

PAKISTAN’S FACEBOOK�USERS HAVE AN AVERAGE OF�

SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) � 35 �

53%�OF PAKISTAN’S FACEBOOK USERS ARE IN�

THE TOP 10% OF HOUSEHOLDS BY INCOME �

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 36 �

60%�OF PAKISTAN’S FACEBOOK USERS INTERACT�

WITH BRANDS ON THE PLATFORM �

SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) � 37�

1 IN 5 �PAKISTANI FACEBOOK USERS MAKE PURCHASE

DECISIONS THAT ARE INFLUENCED BY FACEBOOK�

SOURCE: B SOLUTIONS, AS CITED IN PROPAKISTANI.PK (APR 2012) � 38 �

SOURCE: SOCIALBAKERS (JAN 2013) � 39 �

TOP FACEBOOK PAGES IN PAKISTAN�JAN�2013 �

# � FACEBOOK PAGE � ‘LIKES’�01 � OLX PAKISTAN� 1,261,471 �02 � NOKIA PAKISTAN� 1,135,751 �03 � UFONE � 1,049,844 �04� ZONG � 769,961 �05 � U.S. EMBASSY PAKISTAN� 710,909 �06 � 14TH STREET PIZZA CO.� 625,714 �07 � GUL AHMED FASHION� 608,036 �08 � STYLO SHOES� 558,702 �09 � CADBURY DAIRY MILK� 534,142 �10 � MARIA.B� 528,828 �

17% �OF PAKISTANI NETIZENS REGULARLY CLICK�

ON ADVERTISEMENTS ON SOCIAL MEDIA SITES �

SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) � 40 �

71% �OF PAKISTAN’S NETIZENS NEVER CLICK ADS �

ON SOCIAL NETWORKING WEBSITES�

SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (SEP 2012) � 41 �

33%�OF PAKISTAN’S FACEBOOK USERS�

ACCESS THE SITE VIA SMARTPHONES�

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 42 �

30%�OF PAKISTAN’S FACEBOOK USERS ACCESS THE

PLATFORM VIA MOBILE APPS EVERY SINGLE DAY �

SOURCE: EFFECTIVE MEASURE, AS CITED IN PROPAKISTANI.PK (JUL 2012) � 43 �

1,900,000 �NUMBER OF TWITTER USERS IN PAKISTAN:�

SOURCE: B SOLUTIONS, AS CITED IN THE TRIBUNE (SEP 2012) � 44�

1,200,000 �NUMBER OF LINKEDIN USERS IN PAKISTAN:�

SOURCE: SOCIALBAKERS (SEP 2012) � 45 �

0.68%�LINKEDIN PENETRATION IN PAKISTAN: �

SOURCE: SOCIALBAKERS (SEP 2012) � 46 �

1,400,000 �

DAILY UNIQUE VISITORS TO�YOUTUBE FROM PAKISTAN�

SOURCE: MVF GLOBAL � 47 �

115,000 �

NUMBER OF PAKISTANIS�USING PINTEREST:�

SOURCE: B SOLUTIONS, AS CITED IN TRIBUNE (SEP 2012) � 48 �

119,860,800 �MOBILE SUBSCRIBERS IN PAKISTAN: �

SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 49 �

PAKISTAN IS THE FIFTH LARGEST MOBILE PHONE MARKET IN ASIA�

SOURCE: SYBASE 365, AS CITED IN DEVELOPINGTELECOMS (JUL 2012) � 50 �

(! )!

46,500 �EVERY SINGLE DAY IN 2012 �

MOBILE SUBSCRIPTIONS IN�PAKISTAN INCREASED BY AN AVERAGE OF�

SOURCE: BASED ON DATA FROM PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 51�

THAT’S ONE NEW MOBILE SUBSCRIPTION EVERY 2 SECONDS�

SOURCE: BASED ON DATA FROM PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 52 �

(! )!

1.7%�

FIXED LINE TELEPHONY �PENETRATION IN PAKISTAN: �

SOURCE: PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 53 �

500,000 �3G SUBSCRIBERS IN PAKISTAN:�

SOURCE: BUSINESS MONITOR INTERNATIONAL, AS CITED IN DEVELOPINGTELECOMS (JAN 2012) � 54 �

0.4%�3G PENETRATION IN PAKISTAN: �

SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL; AND PAKISTAN TELECOMMUNICATION AUTHORITY (MAY 2012) � 55 �

15,000,000 �

MOBILE INTERNET�USERS IN PAKISTAN: �

SOURCE: ISPAK (APR 2012) � 56 �

64%�OF PAKISTANIS HAVE POTENTIAL INTERNET CONNECTIONS VIA THEIR MOBILE PHONES �

SOURCE: PAKISTAN GOVERNMENT REPORT, AS CITED IN THE GUARDIAN (MAY 2012) � 57�

15% �OF INTERNET USAGE IN PAKISTAN�

MOBILE ACCOUNTS FOR �

SOURCE: STATSCOUNTER (MAR 2012), AS CITED IN PROPAKISTANI.PK (MAY 2012) � 58 �

75%�OF MOBILE INTERNET USE IN PAKISTAN�

ORIGINATES FROM PHONES RUNNING SYMBIAN�

SOURCE: STATSCOUNTER (MAR 2012), AS CITED IN PROPAKISTANI.PK (MAY 2012) � 59 �

80%�OF MOBILE USERS IN PAKISTAN HAVE �PHONES THAT COST LESS THAN $100 �

SOURCE: NOKIA, AS CITED IN AURORAMAG (SEP 2012) � 60 �

1,450,000 �

NUMBER OF MOBILE BANKING �ACCOUNTS IN PAKISTAN: �

SOURCE: STATE BANK OF PAKISTAN (SEP 2012) � 61 �

37%�

ANNUAL GROWTH OF MOBILE �BANKING USE IN PAKISTAN: �

SOURCE: STATE BANK OF PAKISTAN (SEP 2012) � 62 �

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WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�

WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,

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IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �

EMAIL US AT SAYHELLO@WEARESOCIAL.SG.�

FIND OUT MORE AT WEARESOCIAL.SG.�

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