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NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

This report uses data from a wide variety of Similarly, reports of internet user numbers It’s unlikely that one hundred percent of

sources, including market research agencies, vary considerably between different sources. internet users in any given country will use

internet and social media companies, In part, this is because there are fewer the same social media platform though, so in

governments and public bodies, news media, commercial imperatives for governments cases where internet and social media user

journalists, and our own internal analysis. and regulators to collect and publish regular numbers are the same, it’s likely that the actual

internet user data. However, the user numbers number of internet users will be higher than the

Wherever possible, we’ve prioritised data published by social media platforms can be number we’ve reported.

sources that provide broader geographical a useful proxy for the number of internet users

coverage, in order to minimise the potential in countries where no other reliable data are Lastly, we’ve changed the source for a number

variations between data points, and offer available, because all active social media of our data points in this year’s reports, and

more reliable comparison across countries. users must have an active internet connection a number of metrics that we reported in last

However, where we believe that an individual in order to access social media. These data year’s Global Digital reports have also been

metric provides a more reliable reference, are also more likely to be updated on a revised by the original data provider since

we’ve used such individual numbers to ensure regular basis, as social media companies publication. As a result, some figures in this

the most accurate reporting. relies on this data to help sell their advertising year’s reports may appear to have changed

products and services. in unexpected ways. Wherever we’re aware

Furthermore, due to differing data collection of these changes, we’ve included details

and treatment methodologies used by these As a result, on occasion, we’ve used the latest in the footnotes of each relevant chart, but

organisations, and the different sample addressable advertising audience data from please use caution when comparing data from

periods during which data were collected, social media platforms’ self-service advertising different reports in case the original base has

there may be significant differences in the tools to inform our internet user numbers, changed.

reported metrics for similar data points especially in less-developed economies,

throughout this report. In particular, data where ‘official’ internet user numbers are If you have any questions about specific data

collected via surveys often vary from one published less frequently. Consequently, there points in these reports, or if you’d like to offer

report to another, even if those data were are a number of instances in this report where your organisation’s data for consideration in

collected by the same organisation using the the reported number of social media users future reports, please email our reports team:

same approach in each wave. equals the reported number of internet users. reports@kepios.com.