OVERVIEW 2016 (projected) 11 12 12 E-commerce size 8 RETAIL SALES AND GROWTH DIGITAL ADVERTISING SPENDING MOBILE ADVERTISING SPENDING Percentage of total media advertising spending Percentage of total digital advertising spending USD 385 bn 2016 (PROJECTED) USD 4.8 trillion % % 2018 (projected) 2020 (PROJECTED) 31.6 52.4 E-commerce size 8 USD 5.1 trillion 13 USD 3.11 average cost per install for FB mobile adverts USD 482 bn 14 11 FACEBOOK APP USAGE DIGITAL TRAVEL SALES DESKTOP MOBILE ONLY 2015 10 USD 168 billion INTERNET POPULATION 2017 (PREDICTED) 201 million monthly active users 182 million monthly active users USD 190 billion 259.7 million 15 17 GAMING INDUSTRY TIME SPENT DIGITAL SHOPPERS 10 The US is the second-largest gaming market in the world with expected revenues of 1.3x more time spent on 205 million USD 22 billion. Facebook than YouTube GAMER SIZE SMARTPHONE GAMERS Candy Crush is the most popular game in 10 16 the US, with 45% of all gamers playing it. SMARTPHONE USERS 189.5 million 115.2 million 1:1 18 190.5 million Ratio of Android users to iPhone users on Facebook CROSS-BORDER BUSINESS HANDBOOK