FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE �
CONTACT SIMON KEMP AT WE ARE SOCIAL:�
@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’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
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