Digital 2023 China (February 2023) v01

1. THE ESSENTIAL GUIDE TO THE LATEST CONNECTED BEHAVIOURS DIGITAL 2023 CHINA

3. GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI PPRO OOKLA SKAI LOCOWISE SIMILARWEB PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE

4. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE

5. ! IMPORTANT NOTES ON COMPARING DATA The findings published in this report use the latest data available at the time of production. This may include revised figures for historical data points that were not available when we produced previous reports in the Global Digital Reports series. From time to time, we may also change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published in this report may not correlate with findings published in our previous reports, especially where suchfindingsrepresentchangeovertime(e.g.annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend using the values published in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please read these advisories carefully to understand how data sourcesorcalculationshavechangedsinceprevious reports, and beware of making any comparisons with historical data. Where we report values for change over time as “[N/A]”, the most recent data do not correlate with the equivalent data point(s) published in our previous reports, so we strongly advise readers not to compare the associated current figures with the equivalents published in previous reports. In particular, the social media platforms featured in this report regularly revise the figures that they report for advertising reach, and this may result in the latest numbers appearing to be lower than the values for the same data points published in previous reports in this series. However, these source data revisions do not necessarily imply any change in the overall active use of these platforms, and should not be interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may not represent unique individuals. This is because some individuals may manage multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses, animals, music bands, etc.). As a result, the figures we publish for social media users may exceed the figures that we publish for total population or for internet users. This may seem counter-intuitive,butsuchdifferencesdonotrepresent mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.

6. GLOBAL HEADLINES

7. 7 8.01 8.46 5.16 4.76 BILLION BILLION BILLION BILLION +0.8% +2.2% +1.9% +3.0% +67 MILLION +180 MILLION +98 MILLION +137 MILLION 57.2% 105.6% 64.4% 59.4% TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS. OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES GLOBAL DIGITAL HEADLINES JAN 2023

8. 8 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 79.4% 75.6% 74.3% 47.4% 72.5% 70.6% 23.1% 27.9% 48.0% 65.9% 86.9% 88.4% 97.4% 93.5% 80.6% 68.4% 74.9% 92.0% 75.3% 64.4% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION JAN 2023

9. 9 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.0% 24.0% 18.5% 1.1% 0.9% 2.1% 1.1% 4.0% 3.3% 4.9% 2.6% 2.0% 3.5% 6.8% 0.6% 2.6% 6.7% 4.3% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS JAN 2023

10. 10 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 62.0% 63.7% 72.0% 32.5% 27.4% 63.6% 41.3% 8.4% 7.4% 13.3% 48.8% 70.5% 76.7% 83.6% 83.3% 71.3% 50.6% 67.5% 73.9% 59.4% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) SOCIAL MEDIA USERS vs. TOTAL POPULATION JAN 2023

11. 11 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.7% 29.4% 16.1% 0.5% 4.3% 0.7% 1.0% 0.4% 1.4% 2.6% 5.0% 2.9% 2.2% 4.0% 7.7% 0.6% 3.0% 6.9% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS SHARE OF GLOBAL SOCIAL MEDIA USERS JAN 2023

12. 12 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 106% 102% 136% 120% 84% 107% 100% 179% 68% 58% 96% 101% 147% 132% 133% 127% 112% 84% 103% 112% SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION MOBILE CONNECTIVITY JAN 2023

13. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2023 CLICK HERE TO READ OUR DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2023 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS

14. Last year, we emerged from the pandemic into a new online landscape. IRL and URL life were already impossibly entangled, and much was on the horizon: metaverses in which to while away our days, NFTs to deck the walls of digital houses, crypto wallets for paying for goods and services in virtual malls. But this year, what was cracked has now shattered into many segmented realities. An accurate vision of the future is now less like looking through a telescope, more like looking through a kaleidoscope: it’s coming through as several diverse fragments, not one single perspective. In this fragmented space, online factions are carving out their own customs, niches, and territories – their own marginal worlds that have the power to become the mainstream. On a social level, gone are the days of feeds clustered around friends and family – here are the days of For You Pages guided by individual interests. On a cultural level, gone is the universal watercooler chat dictated by shared popular culture – today’s agenda is set by ever-more niche and transient corners of the internet. And on a personal level, identities are more layered and ﬂuid than ever before, more like an ‘avatar du jour’ than a static understanding of self. In the eighth issue of our annual report Think Forward, we unpick the complex and ever-changing web of digital culture and behaviour, and explore the role brands can play in reﬂecting and shaping it. T H E T R E N D S 1. TEXTURED DISCOVERY PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE EXPLORATORY 2.COLLAPSING NARRATIVES STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING ESTABLISHED STRUCTURES 3. MARGIN-CHASERS ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC, GAINING TRACTION AND CUTTING THROUGH 4. NEW COOPERATIVES THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS EGO-DRIVEN COMMUNITIES 5. EXPANDING IDENTITIES VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE AND EXPANSIVE WE ARE SOCIAL FRAGMENTED FUTURES THINK FORWARD 2023 FIND OUT MORE IN THINK FORWARD 2023 > PARTNER CONTENT

15. Meltwater Insights Our 2023 Marketing Trends guide provides a glimpse at what the next generation of digital marketing has to offer. Global Overview Thanks in part to Gen-Z’s love of subtitles, closed-captions are now a regular sight in short-form video content across the internet. Social platforms are continuing to invest in those and other accessibility features, but there’s still a long way to go. A 2022 Business Disability Forum survey of disabled consumers found that 42% of respondents couldn’t complete an online purchase because of inaccessible websites or apps. Short-form video is here to stay. And though what qualifies as “short” varies, easily- digestible video content remains a priority for social platforms. Marketers: Now is the time to embrace short-form video and experiment with length and new platform features, especially as social commerce gains even more traction in 2023. The death of third-party cookies is imminent. Until then, marketers need to spend 2023 overhauling their performance metrics. Expect widespread shifts to gathering first- party data and using contextual marketing. Understanding who your audience is, where they are active online, and how they interact with your brand across the web is going to be an important part of strategy building in 2023 and beyond. Short-Form Video’s Heyday Goodbye Third-Party Cookies Accessibility Visibility Want to make the most of rising marketing trends? Download our 2023 Marketing Trends guide. PARTNER CONTENT

16. CHINA

17. 17 1.43 1.69 1.05 1.03 BILLION BILLION BILLION BILLION 63.9% 118.6% 73.7% 72.0% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS. CHINA OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023

18. 18 -0.005% +3.0% +1.9% [N/A] -76 THOUSAND +50 MILLION +19 MILLION [BASE REVISIONS] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS. CHINA CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS JAN 2023

19. Meltwater Insights The people, topics, and trends driving conversation in China Spotlight on Digital Culture Top Overseas Food Celebrity Gordon Ramsay Meltwater, 2022 Top Social Media Marketing Platform Sina Weibo Meltwater, 2022 Top name for content creators Key Opinion Leaders (KOLs) Meltwater, 2022 Top Metaverse Fashion Keyword “Community” Meltwater, 2022 Top 2023 Marketing Trend TikTok for Business Meltwater, 2022 Discover how to unlock insights relevant to your organization with Meltwater. PARTNER CONTENT

20. WE ARE SOCIAL CHINA GOING IN TOO EARLY THE CURIOUS CASE OF ZHELI Zheli, a metaverse social app, took Chinese appstores by storm in early 2022. Featuring rudimental metaverse avatars, the app was ﬁrst in the China market where users can hang out with friends in a virtual space. And yet, a few days later, the app was delisted from all appstores. The developer cited server overload due to the app’s unexpected popularity, but rumors say that Tencent was behind the delisting as it felt threatened by this app. Brands need to stay calm and not invest in platforms too quickly, especially in China’s unique competitive environment. Perhaps a development to track more closely is the addition of metaverse functionalities into existing superapps. In 2022, Tencent has embedded the Unreal engine into its QQ app, allowing users to create 3D avatars in Super QQ Show. Other platforms could follow suit, treating the metaverse as more of a bolt-on rather than a brand new development. Brands need to keep up with new features that could gain traction with users on major platforms. FENCED OFF FROM THE WEST, CHINA IS TRYING TO FIGURE OUT THE METAVERSE ON THEIR OWN WHERE IS THE METAVERSE FIND OUT MORE ON wearesocial.com/cn In April 2022, Dior launched a fashion show on Baidu’s metaverse platform, XiRang. While it sounded like a good idea at the time, especially with the entire population of Shanghai locked up at home, this event generated much buzz but little substance. The fashion show was not talked about afterwards as the start of China metaverse marketing, and the typical Chinese consumer still does not have XiRang installed on their phones. At the time of publishing, there is still no mainstream metaverse platform available in China. Frugal brands should take a wait-and-see approach in 2023. QQ BECOMES UNREAL PARTNER CONTENT

21. POPULATION ESSENTIALS

22. 22 63.9% 148.5 96.8% 95.2% 98.5% 1.43 49.0% 51.0% -0.005% 38.8 BILLION -76 THOUSAND URBAN POPULATION POPULATION DENSITY (PEOPLE PER KM2 ) OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) TOTAL POPULATION FEMALE POPULATION MALE POPULATION YEAR-ON-YEAR CHANGE IN TOTAL POPULATION MEDIAN AGE OF THE POPULATION SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS. CHINA DEMOGRAPHICS AND OTHER KEY INDICATORS POPULATION ESSENTIALS JAN 2023

23. 23 1.37 B 1.38 B 1.39 B 1.40 B 1.41 B 1.41 B 1.42 B 1.42 B 1.43 B 1.43 B 1.43 B +0.7% +0.7% +0.6% +0.6% +0.6% +0.4% +0.3% +0.1% +0.004% -0.005% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CHINA TOTAL POPULATION AND YEAR-ON-YEAR CHANGE POPULATION OVER TIME JAN 2023 DATAREPORTAL

24. 24 14.2% 14.7% 15.7% 13.0% 14.0% 1.43 4.5% 10.1% 5.9% 7.8% BILLION 65+ 55-64 45-54 35-44 25-34 18-24 13-17 5-12 0-4 POPULATION AGED 25-34 POPULATION AGED 35-44 POPULATION AGED 45-54 POPULATION AGED 55-64 POPULATION AGED 65+ TOTAL POPULATION POPULATION AGED 0-4 POPULATION AGED 5-12 POPULATION AGED 13-17 POPULATION AGED 18-24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES. CHINA SHARE OF THE TOTAL POPULATION BY AGE GROUP POPULATION BY AGE JAN 2023

25. 25 13.6% 34.0% 9.3% 23.2% 6.3% +2.3% (+30 BPS) +0.9% (+30 BPS) -5.1% (-50 BPS) +16.0% (+320 BPS) +5.0% (+30 BPS) 93.2% 93.1% 4.3% 52.5% 36.0% -1.6% (-150 BPS) -1.7% (-160 BPS) +10.3% (+40 BPS) +0.4% (+20 BPS) +1.4% (+50 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GAMES CONSOLE SMART WATCH OR SMART WRISTBAND TV STREAMING DEVICE SMART HOME DEVICE VIRTUAL REALITY DEVICE ANY KIND OF MOBILE PHONE SMART PHONE FEATURE PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE DEVICE OWNERSHIP JAN 2023

26. 26 1H 19M 1H 01M 1H 03M 1H 12M -2.5% (-2 MINS) -17.6% (-13 MINS) -6.0% (-4 MINS) -2.7% (-2 MINS) 5H 25M 2H 53M 1H 59M 2H 22M +3.2% (+10 MINS) -2.8% (-5 MINS) +1.7% (+2 MINS) -6.0% (-9 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT USING A GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT USING THE INTERNET TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. CHINA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES DAILY TIME SPENT WITH MEDIA JAN 2023

27. INTERNET

28. 28 1.05 73.7% +1.9% 5H 25M 90.6% BILLION YOY: +1.9% (+135 BPS) +19 MILLION +3.2% (+10 MINS) -0.5% (-50 BPS) TOTAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE PHONES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS. CHINA ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE OVERVIEW OF INTERNET USE JAN 2023

29. 29 564 M 618 M 649 M 688 M 731 M 772 M 829 M 854 M 989 M 1.03 B 1.05 B +9.5% +5.0% +6.1% +6.2% +5.6% +7.3% +3.1% +15.7% +4.3% +1.9% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CHINA INTERNET USERS OVER TIME NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE JAN 2023 DATAREPORTAL

30. 30 1.04 987.0 1.01 BILLION MILLION BILLION 73.1% 69.2% 70.9% vs. POPULATION vs. POPULATION vs. POPULATION INTERNET USERS: ITU INTERNET USERS: CIA WORLD FACTBOOK INTERNET USERS: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. CHINA INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES INTERNET USER PERSPECTIVES JAN 2023

31. 31 73.7% 100.0% 94.3% 92.4% 3.0% USES THE INTERNET HAS ACCESS TO ELECTRICITY HAS ACCESS TO BASIC DRINKING WATER HAS ACCESS TO BASIC SANITATION EARNS LESS THAN USD $3.65 PER DAY SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. CHINA ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION INTERNET ACCESS IN PERSPECTIVE JAN 2023

32. 32 5H 25M 3H 16M 2H 09M 60.3% DAILY TIME SPENT USING THE INTERNET ACROSS ALL DEVICES TIME SPENT USING THE INTERNET ON MOBILE PHONES TIME SPENT USING THE INTERNET ON COMPUTERS AND TABLETS MOBILE’S SHARE OF TOTAL DAILY INTERNET TIME SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY DAILY TIME SPENT USING THE INTERNET JAN 2023

33. 33 40.2% 36.4% 35.9% 32.4% 31.0% 29.8% 29.0% 27.6% 26.9% 26.8% 26.2% 25.2% 24.8% 24.3% 24.0% STAYING IN TOUCH WITH FRIENDS AND FAMILY WATCHING VIDEOS, TV SHOWS, OR MOVIES KEEPING UP-TO-DATE WITH NEWS AND EVENTS FINDING INFORMATION FILLING UP SPARE TIME AND GENERAL BROWSING EDUCATION AND STUDY-RELATED PURPOSES ACCESSING AND LISTENING TO MUSIC RESEARCHING HOW TO DO THINGS MEETING NEW PEOPLE AND MAKING NEW CONNECTIONS FINDING NEW IDEAS OR INSPIRATION ORGANISING YOUR DAY-TO-DAY LIFE MANAGING FINANCES AND SAVINGS RESEARCHING PRODUCTS AND BRANDS RESEARCHING PLACES, VACATIONS, AND TRAVEL RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET MAIN REASONS FOR USING THE INTERNET JAN 2023

34. 34 57.6% 35.5% 31.2% 19.7% 9.7% -2.4% (-140 BPS) -1.7% (-60 BPS) +6.5% (+190 BPS) +17.3% (+290 BPS) +6.6% (+60 BPS) 90.6% 65.9% 89.5% 4.4% 29.1% -0.5% (-50 BPS) -3.5% (-240 BPS) -0.7% (-60 BPS) +4.8% (+20 BPS) -2.3% (-70 BPS) MOBILE PHONE (ANY) LAPTOP OR DESKTOP (ANY) SMART PHONE FEATURE PHONE TABLET DEVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL LAPTOP OR DESKTOP WORK LAPTOP OR DESKTOP CONNECTED TELEVISION SMART HOME DEVICE GAMES CONSOLE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET DEVICES USED TO ACCESS THE INTERNET JAN 2023

35. 35 109.40 +12.7% 214.58 +46.4% MBPS MBPS MEDIAN DOWNLOAD SPEED OF CELLULAR MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN CELLULAR MOBILE INTERNET CONNECTION SPEED MEDIAN DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN FIXED INTERNET CONNECTION SPEED SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CHINA MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS INTERNET CONNECTION SPEEDS JAN 2023

36. 36 53.72% 45.38% 0.90% 0% -16.5% (-1,060 BPS) +30.3% (+1,056 BPS) +4.7% (+4 BPS) [N/A] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE MOBILE PHONES LAPTOP AND DESKTOP COMPUTERS TABLET DEVICES OTHER DEVICES SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CHINA PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE SHARE OF WEB TRAFFIC BY DEVICE JAN 2023

37. 37 5.3% 7.9% 19.2% 40.5% 52.7% 59.3% 52.0% 62.3% 60.3% 64.3% 53.7% +49.1% +144% +110% +30.1% +12.6% -12.4% +19.9% -3.2% +6.6% -16.5% NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). CHINA PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC JAN 2023 DATAREPORTAL

38. 38 0.37% 0.17% 0.62% 28.50% -11.9% (-5 BPS) -22.7% (-5 BPS) +10.7% (+6 BPS) -6.4% (-195 BPS) 46.00% 12.37% 8.81% 3.16% -9.6% (-486 BPS) +17.5% (+184 BPS) +117.0% (+475 BPS) +9.0% (+26 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SAMSUNG INTERNET OPERA ANDROID OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE CHROME SAFARI MICROSOFT EDGE FIREFOX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CHINA PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE SHARE OF WEB TRAFFIC BY BROWSER JAN 2023

39. 39 64.60% 0.01% 0.04% 18.23% -25.6% (-2,222 BPS) [N/A] +300.0% (+3 BPS) +167.3% (+1,141 BPS) 2.81% 12.55% 0.04% 1.72% +26.6% (+59 BPS) +218.5% (+861 BPS) +100.0% (+2 BPS) +911.8% (+155 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE BAIDU DUCKDUCKGO NAVER OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GOOGLE BING YAHOO! YANDEX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CHINA PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE SHARE OF SEARCH ENGINE REFERRALS JAN 2023

40. 40 27.2% 33.3% 26.4% 21.6% -17.3% (-570 BPS) +1.2% (+40 BPS) -14.3% (-440 BPS) -16.9% (-440 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE USE VOICE ASSISTANTS (E.G. SIRI, GOOGLE ASSISTANT) TO FIND INFORMATION EACH WEEK VISIT SOCIAL NETWORKS TO LOOK FOR INFORMATION ABOUT BRANDS AND PRODUCTS USE IMAGE RECOGNITION TOOLS (E.G. GOOGLE LENS, PINTEREST LENS) ON MOBILE EACH MONTH USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY ACCESSING ONLINE INFORMATION JAN 2023

41. 41 22.7% 27.3% 29.1% 28.5% 28.7% -12.0% (-310 BPS) -7.1% (-210 BPS) -13.9% (-470 BPS) -5.0% (-150 BPS) -7.7% (-240 BPS) 93.8% 44.1% 23.7% 21.3% 35.7% -1.9% (-180 BPS) [UNCHANGED] -10.6% (-280 BPS) -8.2% (-190 BPS) -1.7% (-60 BPS) EDUCATIONAL VIDEO PRODUCT REVIEW VIDEO SPORTS CLIP OR HIGHLIGHTS VIDEO GAMING VIDEO INFLUENCER VIDEOS AND VLOGS ANY KIND OF VIDEO MUSIC VIDEO COMEDY, MEME, OR VIRAL VIDEO TUTORIAL OR HOW-TO VIDEO VIDEO LIVESTREAM YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK WATCHING ONLINE VIDEO CONTENT JAN 2023

42. 42 85.7% 96.8% 1H 32M 53.2% PERCENTAGE OF INTERNET USERS WHO STREAM TV CONTENT OVER THE INTERNET INTERNET USERS WHO STREAM TV CONTENT vs. INTERNET USERS WHO WATCH ANY KIND OF TV AVERAGE DAILY TIME THAT INTERNET USERS SPEND WATCHING STREAMING TV TIME SPENT WATCHING STREAMING TV AS A PERCENTAGE OF TOTAL TIME SPENT WATCHING TV SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH STREAMING TV CONTENT VIA THE INTERNET JAN 2023

43. 43 36.3% 26.2% 16.4% 31.9% -6.0% (-230 BPS) -7.7% (-220 BPS) -14.6% (-280 BPS) -2.7% (-90 BPS) LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO SHOWS OR STATIONS LISTEN TO PODCASTS LISTEN TO AUDIO BOOKS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK LISTENING TO ONLINE AUDIO CONTENT JAN 2023

44. 44 11.9% 14.2% 10.8% 10.2% -4.8% (-60 BPS) -13.4% (-220 BPS) -20.6% (-280 BPS) -19.7% (-250 BPS) 72.1% 55.0% 32.0% 18.4% -6.8% (-530 BPS) -6.5% (-380 BPS) +13.9% (+390 BPS) -9.8% (-200 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE DEVICES USED TO PLAY VIDEO GAMES JAN 2023

45. 45 $3.55 $1.99 $1.25 $1.31 BILLION BILLION BILLION BILLION +17.2% (+$521 MILLION) +16.4% (+$280 MILLION) +18.2% (+$193 MILLION) +15.6% (+$177 MILLION) 78.42 $23.63 $12.26 $3.26 MILLION BILLION BILLION BILLION +16.0% (+11 MILLION) +17.5% (+$3.5 BILLION) +18.2% (+$1.9 BILLION) +16.1% (+$453 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE VALUE OF SMART HOME SECURITY DEVICE MARKET VALUE OF SMART HOME ENTERTAINMENT DEVICE MARKET VALUE OF SMART HOME COMFORT & LIGHTING MARKET VALUE OF SMART HOME ENERGY MANAGEMENT MARKET YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF HOMES WITH SMART HOME DEVICES TOTAL ANNUAL VALUE OF THE SMART HOME DEVICES MARKET VALUE OF SMART HOME APPLIANCES MARKET VALUE OF SMART HOME CONTROL & CONNECTIVITY DEVICE MARKET SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. CHINA VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS) SMART HOME MARKET OVERVIEW JAN 2023

46. 46 $92.01 $54.89 $31.96 $39.68 -10.9% (-$11.29) -9.0% (-$5.43) -9.8% (-$3.46) -15.6% (-$7.33) 16.6% $301 $305 $108 +15.0% (+217 BPS) +1.2% (+$3.70) -10.7% (-$36.60) -11.2% (-$13.70) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE ARPU: SMART HOME SECURITY DEVICES ARPU: SMART HOME ENTERTAINMENT DEVICES ARPU: SMART HOME COMFORT & LIGHTING ARPU: SMART HOME ENERGY MANAGEMENT YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PENETRATION OF SMART HOME DEVICES ARPU: SPEND ON ALL SMART HOME DEVICES ARPU: SMART HOME APPLIANCES ARPU: SMART HOME CONTROL & CONNECTIVITY DEVICES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. CHINA AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS) AVERAGE ANNUAL REVENUE PER SMART HOME JAN 2023

47. 47 20.4% 25.3% 5.4% USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR MOBILE APP EACH MONTH USE A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH OWN ANY FORM OF CRYPTOCURRENCY (E.G. BITCOIN, ETHER) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE USE OF ONLINE FINANCIAL SERVICES JAN 2023

48. 48 26.9% 34.9% 25.5% 31.0% [N/A] COMFORTABLE WITH APPS TRACKING THEIR REAL-WORLD ACTIVITY (E.G. STEPS, SLEEP) PREFER TO REMAIN ANONYMOUS WHEN USING ONLINE SERVICES WORRY ABOUT HOW COMPANIES MIGHT USE THEIR ONLINE DATA DECLINE COOKIES ON WEBSITES AT LEAST SOME OF THE TIME EXPRESS CONCERN ABOUT WHAT IS REAL vs. WHAT IS FAKE ON THE INTERNET SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY ONLINE PRIVACY AND SECURITY JAN 2023

49. SOCIAL MEDIA

50. 50 1H 59M 7.3 48.8% 51.2% 1.03 72.0% 77.2% 97.7% BILLION NUMBER OF SOCIAL MEDIA USERS SOCIAL MEDIA USERS vs. TOTAL POPULATION SOCIAL MEDIA USERS AGE 18+ vs. TOTAL POPULATION AGE 18+ SOCIAL MEDIA USERS vs. TOTAL INTERNET USERS AVERAGE TIME SPENT USING SOCIAL MEDIA EACH DAY AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH FEMALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS MALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. CHINA HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) OVERVIEW OF SOCIAL MEDIA USE JAN 2023

51. 51 36.9% 30.5% 27.2% 25.2% 24.7% 23.1% 22.9% 22.5% 22.2% 21.3% 21.0% 20.8% 19.5% 19.1% 18.0% KEEPING IN TOUCH WITH FRIENDS AND FAMILY FILLING SPARE TIME SEEING WHAT’S BEING TALKED ABOUT FINDING CONTENT (E.G. VIDEOS) READING NEWS STORIES WATCHING LIVE STREAMS SHARING AND DISCUSSING OPINIONS FINDING PRODUCTS TO PURCHASE SEEING CONTENT FROM BRANDS FINDING INSPIRATION FOR THINGS TO DO AND BUY WORK-RELATED NETWORKING OR RESEARCH MAKING NEW CONTACTS POSTING ABOUT YOUR LIFE WATCHING OR FOLLOWING SPORTS FOLLOWING CELEBRITIES OR INFLUENCERS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. CHINA PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS MAIN REASONS FOR USING SOCIAL MEDIA JAN 2023

52. 52 81.6% 72.3% 61.6% 57.6% 49.5% 49.3% 47.9% 31.8% 23.0% 22.4% 18.6% 14.9% 13.9% 13.5% 11.0% WECHAT DOUYIN QQ BAIDU TIEBA XIAOHONGSHU SINA WEIBO KUAISHOU QZONE MEIPAI DOUYIN HUOSHAN IMESSAGE FACEBOOK INKE TWITTER LINE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH MOST USED SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023

53. 53 44.0% 20.9% 5.5% 5.1% 3.1% 2.8% 2.6% 1.2% 1.1% 0.8% WECHAT DOUYIN QQ KUAISHOU XIAOHONGSHU BAIDU TIEBA SINA WEIBO MEIPAI DOUYIN HUOSHAN LINE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. CHINA PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM FAVOURITE SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023

54. 54 22.1% 24.3% 15.7% 11.8% -3.1% (-70 BPS) -5.4% (-140 BPS) -10.8% (-190 BPS) -8.5% (-110 BPS) 79.7% 33.3% 20.9% 19.9% -4.8% (-400 BPS) +1.2% (+40 BPS) -2.8% (-60 BPS) -9.1% (-200 BPS) MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (BLOGS IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM SOCIAL NETWORKS QUESTION & ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN 2023

55. 55 30.9% 23.4% 23.3% 23.0% 22.1% 19.5% 19.3% 19.3% 18.2% 18.1% 16.9% 16.4% 15.4% 15.2% 15.0% FRIENDS, FAMILY, AND PEOPLE YOU KNOW ACTORS, COMEDIANS, OR OTHER PERFORMERS RESTAURANTS, CHEFS, OR FOODIES TV SHOWS OR CHANNELS CONTACTS RELEVANT TO WORK ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS BANDS, SINGERS, OR MUSICIANS COMPANIES RELEVANT TO WORK BRANDS YOU PURCHASE BRANDS YOU’RE CONSIDERING PURCHASING GAMING EXPERTS OR GAMING STUDIOS FITNESS EXPERTS OR ORGANISATIONS MAGAZINES OR PUBLICATIONS YOU READ JOURNALISTS OR NEWS COMPANIES SPORTS PEOPLE AND TEAMS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED JAN 2023

56. MOBILE

57. 57 1.69 118.6% +3.0% 99.6% BILLION +50 MILLION NUMBER OF CELLULAR MOBILE CONNECTIONS (EXCLUDING IOT) NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF CELLULAR MOBILE CONNECTIONS SHARE OF CELLULAR MOBILE CONNECTIONS THAT ARE BROADBAND (3G, 4G, 5G) SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS. CHINA USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS MOBILE CONNECTIVITY JAN 2023

58. 58 1.60 B 1.60 B 1.61 B 1.62 B 1.64 B 1.65 B 1.66 B 1.68 B 1.69 B -0.4% +0.4% +0.8% +1.4% +0.3% +1.1% +0.6% +0.9% JAN APR JUL OCT JAN APR JUL OCT JAN 2021 2021 2021 2021 2022 2022 2022 2022 2023 SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. CHINA NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE CELLULAR MOBILE CONNECTIONS OVER TIME JAN 2023 DATAREPORTAL

59. 59 $134 12.69% $0.41 0.04% PRICE OF THE CHEAPEST SMARTPHONE HANDSET (IN USD) PRICE OF THE CHEAPEST SMARTPHONE HANDSET vs. AVERAGE INCOME AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA (IN USD) AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA vs. AVERAGE INCOME SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs. MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS. CHINA THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME AFFORDABILITY OF MOBILE INTERNET ACCESS JAN 2023

60. 60 73.37% 25.82% 0.02% 0% 0.79% -8.2% (-657 BPS) +33.9% (+654 BPS) [UNCHANGED] [N/A] +3.9% (+3 BPS) SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. CHINA PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022 SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN 2023

61. 61 3H 33M 111.1 +12.9% $58.07 +2.3% +12.1% (+23 MINS) BILLION +13 BILLION BILLION +$1.3 BILLION AVERAGE TIME THAT EACH USER SPENDS USING A SMARTPHONE EACH DAY TOTAL NUMBER OF MOBILE APP DOWNLOADS YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER OF MOBILE APP DOWNLOADS ANNUAL CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES (USD) YEAR-ON-YEAR CHANGE IN CONSUMER SPEND ON APPS AND IN-APP PURCHASES SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. CHINA HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022 MOBILE APP MARKET OVERVIEW JAN 2023

62. 62 01 WECHAT TENCENT 02 TIKTOK BYTEDANCE 03 PINDUODUO XUNMENG 04 ALIPAY ANT FINANCIAL SERVICES GROUP 05 KWAI KUAISHOU 06 TAOBAO ALIBABA GROUP 07 BAIDU BAIDU 08 QQ TENCENT 09 TOUTIAO BYTEDANCE 10 AMAP ALIBABA GROUP 01 HONOR OF KINGS TENCENT 02 GAME FOR PEACE TENCENT 03 ANIPOP HAPPY ELEMENTS 04 MINI WORLD BLOCK ART MINIWAN 05 LANDLORD POKER TENCENT 06 MINECRAFT POCKET EDITION MICROSOFT 07 GENSHIN IMPACT MIHOYO 08 SUBWAY SURFERS SYBO 09 LEAGUE OF LEGENDS: WILD RIFT TENCENT 10 JJ DOUDIZHU JJWORLD # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). CHINA MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: MONTHLY ACTIVE USERS JAN 2023

63. 63 01 TIKTOK BYTEDANCE 02 KWAI KUAISHOU 03 WECHAT TENCENT 04 PINDUODUO XUNMENG 05 VOOV MEETING TENCENT 06 夸克 ALIBABA GROUP 07 CAPCUT BYTEDANCE 08 NATIONAL ANTI FRAUD CENTRE MINISTRY OF PUBLIC SECURITY 09 IQIYI BAIDU 10 ALIPAY ANT FINANCIAL SERVICES GROUP 01 HONOR OF KINGS TENCENT 02 GAME FOR PEACE TENCENT 03 SUBWAY SURFERS SYBO 04 GENSHIN IMPACT MIHOYO 05 蛋仔派对 NETEASE 06 ANIPOP HAPPY ELEMENTS 07 BATTLE OF GOLDEN SPATULA TENCENT 08 LEAGUE OF LEGENDS: WILD RIFT TENCENT 09 SURVIVOR!.IO HABBY 10 MINECRAFT POCKET EDITION MICROSOFT # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. CHINA RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: DOWNLOADS JAN 2023

64. 64 01 TIKTOK BYTEDANCE 02 TENCENT VIDEO TENCENT 03 IQIYI BAIDU 04 QQ MUSIC TENCENT 05 YOUKU ALIBABA GROUP 06 KWAI KUAISHOU 07 NETEASE CLOUD MUSIC CLOUD VILLAGE 08 QQ TENCENT 09 BILIBILI BILIBILI 10 BAIDU WANGPAN BAIDU 01 HONOR OF KINGS TENCENT 02 GAME FOR PEACE TENCENT 03 FANTASY WESTWARD JOURNEY NETEASE 04 GENSHIN IMPACT MIHOYO 05 THREE KINGDOMS TACTICS ALIBABA GROUP 06 LEAGUE OF LEGENDS: WILD RIFT TENCENT 07 CROSSFIRE TENCENT 08 BATTLE OF GOLDEN SPATULA TENCENT 09 YINIANXIAOYAO G-BITS 10 NARUTO MOBILE TENCENT # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. CHINA RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: CONSUMER SPEND JAN 2023

65. ECOMMERCE

66. 66 87.3% 89.9% 39.8% 36.3% 74.6% 76.8% [N/A] [N/A] 84.7% 84.4% 83.5% 77.0% 66.7% 71.8% 59.3% 60.7% 84.5% 80.1% 69.4% 60.0% 88.7% 38.0% 75.8% [N/A] FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE MADE A DIGITAL PAYMENT (PAST YEAR) MADE A PURCHASE USING A MOBILE PHONE OR THE INTERNET (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO SEND MONEY (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO PAY BILLS (PAST YEAR) FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE ACCOUNT WITH A FINANCIAL INSTITUTION CREDIT CARD OWNERSHIP DEBIT CARD OWNERSHIP MOBILE MONEY ACCOUNT (E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. CHINA PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE FINANCIAL INCLUSION FACTORS JAN 2023

67. 67 61.9% 30.5% 14.8% 23.2% 28.9% -3.9% (-250 BPS) -3.8% (-120 BPS) -11.9% (-200 BPS) -9.0% (-230 BPS) -6.8% (-210 BPS) PURCHASED A PRODUCT OR SERVICE ONLINE ORDERED GROCERIES VIA AN ONLINE STORE BOUGHT A SECOND-HAND ITEM VIA AN ONLINE STORE USED AN ONLINE PRICE COMPARISON SERVICE USED A BUY NOW, PAY LATER SERVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK WEEKLY ONLINE SHOPPING ACTIVITIES JAN 2023

68. 68 31.1% 25.1% 22.6% 22.0% 21.6% 21.0% 20.7% 18.4% 18.1% 16.9% 16.6% 16.6% 16.5% 15.8% 15.7% FREE DELIVERY COUPONS AND DISCOUNTS EASY RETURNS POLICY “LIKES” OR GOOD COMMENTS ON SOCIAL REVIEWS FROM OTHER CUSTOMERS FAST, EASY ONLINE CHECKOUT NEXT-DAY DELIVERY LOYALTY POINTS PRODUCT OR COMPANY IS ECO-FRIENDLY SOCIAL MEDIA “BUY” BUTTONS ABILITY TO PAY CASH ON DELIVERY ENTRY INTO COMPETITIONS “CLICK AND COLLECT” EXCLUSIVE CONTENT OR SERVICES INTEREST-FREE PAYMENTS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE ONLINE PURCHASE DRIVERS JAN 2023

69. 69 1.05 $1.16 $1,104 80.0% BILLION TRILLION +5.4% (+53 MILLION) -15.5% (-$212 BILLION) -19.8% (-$273) +1.6% (+128 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA THE INTERNET ESTIMATED TOTAL ANNUAL SPEND ON ONLINE CONSUMER GOODS PURCHASES (USD, 2022) AVERAGE ANNUAL REVENUE PER CONSUMER GOODS ECOMMERCE USER (USD, 2022) SHARE OF 2022 CONSUMER GOODS ECOMMERCE SPEND ATTRIBUTABLE TO PURCHASES MADE VIA MOBILE PHONES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY) OVERVIEW OF CONSUMER GOODS ECOMMERCE JAN 2023

70. 70 $93.34 $77.50 $74.06 $63.02 BILLION BILLION BILLION BILLION -11.5% (-$12 BILLION) -9.7% (-$8.3 BILLION) -11.5% (-$9.6 BILLION) -10.7% (-$7.6 BILLION) $266.0 $302.1 $197.3 $82.95 BILLION BILLION BILLION BILLION -10.6% (-$32 BILLION) -24.1% (-$96 BILLION) -11.4% (-$25 BILLION) -20.7% (-$22 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022) ECOMMERCE: CONSUMER GOODS CATEGORIES JAN 2023

71. 71 65% 18% 10% 4% 3% SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DIGITAL AND MOBILE WALLETS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DEBIT AND CREDIT CARDS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO BANK TRANSFERS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO CASH-ON-DELIVERY SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO OTHER PAYMENT METHODS SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021. CHINA PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD PAYMENT METHODS USED FOR ECOMMERCE JAN 2023

72. 72 $47.02 $21.92 $6.18 $370.3 BILLION BILLION BILLION MILLION +38.8% (+$13 BILLION) +53.6% (+$7.6 BILLION) +87.8% (+$2.9 BILLION) +118% (+$200 MILLION) $73.61 $38.63 $11.00 $1.81 BILLION BILLION BILLION BILLION +158% (+$45 BILLION) +86.2% (+$18 BILLION) +38.4% (+$3.1 BILLION) +169% (+$1.1 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022) ONLINE TRAVEL AND TOURISM JAN 2023

73. 73 24.8% 26.8% 15.9% 12.6% 17.2% -9.2% (-250 BPS) -12.1% (-370 BPS) -4.8% (-80 BPS) -10.6% (-150 BPS) +0.6% (+10 BPS) 28.6% 20.1% 18.4% 20.0% 13.7% -12.3% (-400 BPS) -6.5% (-140 BPS) +0.5% (+10 BPS) [UNCHANGED] -2.1% (-30 BPS) MOVIE OR TV DOWNLOAD MUSIC DOWNLOAD NEWS SERVICE SUBSCRIPTION TO AN ONLINE MAGAZINE DIGITAL BOOKS AND E-BOOKS MOVIE OR TV STREAMING SERVICE MUSIC STREAMING SERVICE MOBILE APP MOBILE GAME MOBILE APP IN- APP PURCHASES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH TYPES OF DIGITAL CONTENT PURCHASED JAN 2023

74. 74 $67.30 $43.24 $19.47 $2.71 $1.88 BILLION BILLION BILLION BILLION BILLION +3.0% (+$1.9 BILLION) -4.0% (-$1.8 BILLION) +19.2% (+$3.1 BILLION) +13.5% (+$323 MILLION) +18.8% (+$297 MILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS) DIGITAL MEDIA SPEND JAN 2023

75. 75 697.3 +8.5% $139.0 +4.0% $199 MILLION +55 MILLION BILLION +$5.4 BILLION -4.1% (-$8.60) NUMBER OF PEOPLE ORDERING FOOD DELIVERY VIA ONLINE PLATFORMS YEAR-ON-YEAR CHANGE IN THE NUMBER OF ONLINE FOOD DELIVERY USERS TOTAL ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF ONLINE FOOD DELIVERY ORDERS AVERAGE ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES ONLINE MEAL DELIVERY OVERVIEW JAN 2023

76. 76 684.5 +3.6% $19.60 +21.4% $28.63 MILLION +24 MILLION BILLION +$3.5 BILLION +17.1% (+$4.19) NUMBER OF PEOPLE USING E-HEALTH DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF E-HEALTH USERS TOTAL ANNUAL VALUE OF THE E-HEALTH MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE E-HEALTH MARKET AVERAGE ANNUAL SPEND ON E-HEALTH PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. CHINA HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES E-HEALTH OVERVIEW JAN 2023

77. 77 344.7 +2.0% $26.40 +9.9% $76.58 MILLION +6.9 MILLION BILLION +$2.4 BILLION +7.6% (+$5.44) NUMBER OF PEOPLE USING DIGITAL FITNESS & WELL- BEING DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF DIGITAL FITNESS & WELL-BEING USERS TOTAL ANNUAL VALUE OF THE DIGITAL FITNESS & WELL- BEING MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL FITNESS & WELL-BEING MARKET AVERAGE ANNUAL SPEND ON DIGITAL FITNESS & WELL- BEING PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. CHINA HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES DIGITAL FITNESS & WELL-BEING OVERVIEW JAN 2023

78. 78 1.04 +5.5% $3.50 +12.1% $3,356 BILLION +54 MILLION TRILLION +$378 BILLION +6.3% (+$198) NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS TOTAL ANNUAL VALUE OF DIGITAL PAYMENT TRANSACTIONS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF DIGITAL PAYMENT TRANSACTIONS AVERAGE ANNUAL VALUE OF DIGITAL PAYMENTS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS OVERVIEW OF CONSUMER DIGITAL PAYMENTS JAN 2023

79. DIGITAL MARKETING

80. 80 23.3% 22.6% 22.4% 21.5% 20.8% 20.7% 19.5% 19.1% 19.1% 18.9% 18.3% 18.2% 17.1% 16.9% 16.4% WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS OR FAMILY SEARCH ENGINES CONSUMER REVIEW SITES BRAND OR PRODUCT WEBSITES ADS ON TV RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA ADS ON WEBSITES ADS ON SOCIAL MEDIA TV SHOWS OR FILMS IN-STORE DISPLAYS OR PROMOTIONS ADS IN MOBILE OR TABLET APPS PERSONALISED RECOMMENDATIONS ON WEBSITES CELEBRITY ENDORSEMENTS ADS BEFORE ONLINE VIDEOS OR TV SHOWS PRODUCT COMPARISON WEBSITES SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM SOURCES OF BRAND DISCOVERY JAN 2023

81. 81 41.9% 23.6% 13.8% 16.3% 14.9% -1.6% (-70 BPS) +12.4% (+260 BPS) -17.4% (-290 BPS) -7.9% (-140 BPS) -12.9% (-220 BPS) RESEARCH BRANDS ONLINE BEFORE MAKING A PURCHASE VISITED A BRAND’S WEBSITE IN THE PAST 30 DAYS CLICKED OR TAPPED ON A BANNER AD ON A WEBSITE IN THE PAST 30 DAYS CLICKED OR TAPPED ON A SPONSORED SOCIAL MEDIA POST IN THE PAST 30 DAYS DOWNLOADED OR USED A BRANDED MOBILE APP IN THE PAST 30 DAYS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY ENGAGE IN EACH KIND OF ONLINE ACTIVITY ENGAGEMENT WITH DIGITAL MARKETING JAN 2023

82. 82 34.3% 33.3% 32.4% 31.5% 26.7% 24.8% 24.3% 24.3% 22.1% 22.1% 21.1% 20.9% 19.9% 15.7% 15.5% SEARCH ENGINES SOCIAL NETWORKS CONSUMER REVIEWS PRODUCT OR BRAND SITES VIDEO SITES MOBILE APPS MICRO-BLOGS PRICE COMPARISON SITES DISCOUNT COUPON SITES MESSAGING SERVICES BRAND BLOGS Q&A SITES (E.G. QUORA) FORUMS OR MESSAGE BOARDS VLOGS SPECIALIST REVIEW SITES SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS MAIN CHANNELS FOR ONLINE BRAND RESEARCH JAN 2023

83. 83 $196.1 +12.2% $174.1 +14.2% 88.8% BILLION +$21 BILLION BILLION +$22 BILLION +1.8% (+155 BPS) TOTAL AD SPEND (INCLUDING ONLINE AND OFFLINE CHANNELS) YEAR-ON-YEAR CHANGE IN TOTAL AD SPEND (ALL CHANNELS) DIGITAL AD SPEND (INCLUDING SEARCH AND SOCIAL MEDIA) YEAR-ON-YEAR CHANGE IN DIGITAL AD SPEND DIGITAL AD SPEND AS A PERCENTAGE OF TOTAL AD SPEND SOURCE: STATISTA MARKET OUTLOOKS. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE AND DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ADVISORY: THE DEFINITION OF “DIGITAL ADVERTISING” USED ON THIS CHART INCLUDES A BROADER VARIETY OF CHANNELS AND ACTIVITIES THAN THE DEFINITION USED ON SOME OTHER CHARTS IN THIS REPORT, SO VALUES MAY NOT CORRELATE ACROSS CHARTS. CHINA TOTAL AD SPEND ACROSS ALL CHANNELS, WITH DETAIL FOR DIGITAL AD SPEND (U.S. DOLLARS, FULL-YEAR 2022) ADVERTISING SPEND: TOTAL vs. DIGITAL JAN 2023

84. 84 $7.25 $907.5 72.7% 45.8% 81.8% BILLION MILLION +6.6% (+$446 MILLION) +17.7% (+$136 MILLION) +4.1% (+285 BPS) +6.8% (+292 BPS) +2.0% (+157 BPS) $174.1 $52.97 $50.76 $42.04 $15.69 BILLION BILLION BILLION BILLION BILLION +14.2% (+$22 BILLION) +11.8% (+$5.6 BILLION) +17.5% (+$7.6 BILLION) +11.1% (+$4.2 BILLION) +23.0% (+$2.9 BILLION) ANNUAL SPEND ON ONLINE CLASSIFIEDS ANNUAL SPEND ON DIGITAL AUDIO ADS SHARE OF TOTAL DIGITAL AD SPEND: MOBILE DEVICES* SHARE OF TOTAL DIGITAL AD SPEND: SOCIAL MEDIA SHARE OF TOTAL DIGITAL AD SPEND: PROGRAMMATIC TOTAL ANNUAL SPEND ON DIGITAL ADS (ALL TYPES) ANNUAL SPEND ON ONLINE SEARCH ADS ANNUAL SPEND ON DIGITAL VIDEO ADS ANNUAL SPEND ON DIGITAL BANNER ADS ANNUAL SPEND ON ONLINE INFLUENCER ACTIVITIES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. PERCENTAGES MAY NOT CORRELATE WITH ABSOLUTE FIGURES DUE TO ROUNDING IN THE SOURCE DATA. *ADVISORY: REVENUE FIGURE FOR DIGITAL AD SPEND ATTRIBUTABLE TO MOBILE DEVICES IS BASED ON MOBILE’S SHARE OF SPEND ACROSS A SUBSET OF DIGITAL ADVERTISING ACTIVITIES, AS REPORTED IN STATISTA’S DIGITAL MARKET OUTLOOK. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA ANNUAL SPEND ON DIGITAL ADVERTISING BY FORMAT (U.S. DOLLARS, FULL-YEAR 2022) DIGITAL ADVERTISING SPEND JAN 2023

85. 85 $142.4 +16.5% 81.8% +2.0% BILLION +$20 BILLION +157 BPS ANNUAL SPEND ON PROGRAMMATIC ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN PROGRAMMATIC ADVERTISING SPEND (USD) PROGRAMMATIC’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN PROGRAMMATIC’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA SPEND ON PROGRAMMATIC ADVERTISING AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET PROGRAMMATIC ADVERTISING OVERVIEW JAN 2023

86. 86 $52.97 +11.8% 30.4% -2.2% BILLION +$5.6 BILLION -67 BPS ANNUAL SPEND ON ONLINE SEARCH ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN ONLINE SEARCH ADVERTISING SPEND ONLINE SEARCH’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN ONLINE SEARCH’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA SPEND ON ONLINE SEARCH ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET SEARCH ADVERTISING OVERVIEW JAN 2023

87. 87 $79.75 +22.0% 45.8% +6.8% BILLION +$14 BILLION +292 BPS ANNUAL SPEND ON SOCIAL MEDIA ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA ADVERTISING SPEND SOCIAL MEDIA’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA SPEND ON SOCIAL MEDIA ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET SOCIAL MEDIA ADVERTISING OVERVIEW JAN 2023

88. 88 $15.69 +23.0% 9.0% +7.6% BILLION +$2.9 BILLION +64 BPS ANNUAL SPEND ON INFLUENCER ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN INFLUENCER ADVERTISING SPEND INFLUENCER ADVERTISING’S SHARE OF TOTAL DIGITAL AD SPEND YEAR-ON-YEAR CHANGE IN INFLUENCER ADVERTISING’S SHARE OF TOTAL DIGITAL AD SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. FIGURES REPRESENT THE MONETARY VALUE PAID DIRECTLY TO INFLUENCERS OR THEIR AGENTS, AND DO NOT INCLUDE THE VALUE OF PRODUCT GIVEAWAYS, MEDIA SPEND TO “BOOST” POSTS, OR AFFILIATE COMMISSIONS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. CHINA SPEND ON INFLUENCER ADVERTISING ACTIVITIES (IN U.S. DOLLARS) AND THEIR SHARE OF THE DIGITAL ADVERTISING MARKET INFLUENCER ADVERTISING OVERVIEW JAN 2023

89. 89 24.3% 43.2% 31.0% 27.3% -9.3% (-250 BPS) -0.5% (-20 BPS) -4.9% (-160 BPS) -6.8% (-200 BPS) FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE OR HEAR USE AN AD BLOCKER FOR AT LEAST SOME ONLINE ACTIVITIES DECLINE COOKIES AT LEAST SOME OF THE TIME USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME ONLINE ACTIVITIES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. CHINA HOW INTERNET USERS AGED 16 TO 64 FEEL ABOUT ADS, AND THE STEPS THEY TAKE TO AVOID ADVERTISING AND AD TRACKING ATTITUDES: ADS AND AD TRACKING JAN 2023

90. MORE INFORMATION

91. DATAREPORTAL.COM/LIBRARY FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

92. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE

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105. Prior to our Digital 2021 reports, we included data sourced from social media platforms’ self-service advertising tools in our calculations of internet user numbers, but we no longer include this data in our internet user figures. This is because the user numbers reported by social media platforms are typically based on active user accounts, and may not represent unique individuals. For example, one person may maintain more than one active presence (account) on the same social media platform. Similarly, some accounts may represent ‘non-human’ entities, including: pets and animals; historical figures; businesses, causes, groups, and organisations; places of interest; etc. As a result, the figures we report for social media users may exceed internet user numbers. However, while this may seem counter-intuitive or surprising, such instances do not represent errors in the data or in our reporting. Rather, these differences may indicate delays in the reporting of internet user numbers, or they may indicate higher instances of individuals managing multiple social media accounts, or ‘non-human’ social media accounts. If you have any questions about specific data points in these reports, or if you’d like to offer your organisation’s data for consideration in future reports, please email our reports team: reports@kepios.com. footnotes of each relevant chart, but please use caution when comparing data from different reports, because changes to research samples, base data, research methodologies, and approaches to reporting may mean that values are not comparable. Furthermore, due to the differing data collection and treatment methodologies, and the different periods during which data have been collected, there may be significant differences in the reported metrics for similar data points throughout this report. For example, data from surveys often varies over time, even if that data has been collected by the same organisation using the same approach in each wave of their research. In particular, reports of internet user numbers vary considerably between different sources and over time. In part, this is because there are significant challenges associated with collecting, analysing, and publishing internet user data on a regular basis, not least because research into public internet use necessitates the use of face-to-face surveys. Different organisations may also adopt different approaches to sampling the population for research into internet use, and variations in areas such as the age range of the survey population, or the balance between urban and rural respondents, may play an important role in determining eventual findings. Note that COVID-19 has limited internet user research. Note: This page is a summary of our comprehensive notes on data variance, potential mismatches, and curiosities, which you can read in full at https://datareportal.com/notes-on-data. This report features data from a wide variety of different sources, including market research agencies, internet and social media companies, governments, public bodies, news media, and private individuals, as well as extrapolations and analysis of that data. Wherever possible, we’ve prioritised data sources that provide broader geographical coverage, in order to minimise potential variations between data points, and to offer more reliable comparison across countries. However, where we believe that standalone metrics provide a more reliable reference, we use such standalone numbers to ensure more accurate reporting. Please note that some data points may only be available for a limited selection of countries, so we may not be able to report the same data in all reports. From time to time, we may also change the source(s) that we use to inform specific data points. As a result, some figures may appear to change in unexpected ways from one report to another. Wherever we’re aware of these changes, we include details in the NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES

Digital 2023 China (February 2023) v01

Digital 2023 China (February 2023) v01

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Digital 2023 China (February 2023) v01