Social Networking Habits Vary Considerably Across Asia-Pacific Markets

 comScore, Inc. released its latest report on social networking activity in the Asia-Pacific region (excluding China) based on data from its World Metrix service. The study found that 50.8 percent of the total online population in the Asia-Pacific region visited a social networking site in February 2010, reaching a total of 240.3 million visitors. Facebook.com ranked as the top social network across the majority of individual markets in the region, while competing brands commanded the top position in certain markets, including Orkut in India, Mixi.jp in Japan, CyWorld in South Korea and Wretch.cc in Taiwan.

“While social networking continues to be one of the most popular and fastest growing Web activities in the world, its dynamics in the Asia-Pacific region exhibit significantly more individual market differentiation than in other global regions,” said Will Hodgman, comScore executive vice president for Asia Pacific. “In some markets, such as the Philippines, Australia and Indonesia, social networking is one of the most popular Web activities reaching nearly 90 percent of the entire Internet population, while other markets report less PC-based social networking penetration, which can often be attributed to the high propensity to engage in social networking via mobile devices in these markets.”

In February 2010, Internet users in the Asia-Pacific region averaged 2.5 hours on social networking sites during the month and visited the category an average of 15 times. Across markets, the Philippines showed the highest penetration of social networking usage with more than 90 percent of its entire Web population visiting a social networking site during the month, followed by Australia (89.6 percent penetration) and Indonesia (88.6 percent penetration).

Social networkers in the Philippines also showed the highest level of engagement on social networking sites averaging 5.5 hours per visitor in February, with visitors frequenting the social networking category an average of 26 times during the month. Strong engagement was also exhibited by Internet users in Indonesia (5.4 hours per visitor and 22 visits per visitor), Australia (3.8 hours per visitor and 20 visits per visitor) and Malaysia (nearly 3.8 hours per visitor and 22 visits per visitor).

Social Networking Reach and Engagement in Asia Pacific Markets February 2010 Total Internet Audience*, Age 15+ - Home & Work Locations Source: comScore World Metrix
	Social Networking
	% Reach	Average Minutes per Visitor	Average Visits per Visitor
Asia Pacific	50.8	148.9	15.1
Philippines	90.3	332.2	26.3
Australia	89.6	228.0	20.9
Indonesia	88.6	324.4	22.6
Malaysia	84.7	226.0	22.3
Singapore	83.7	220.9	22.1
New Zealand	81.2	217.5	20.3
Taiwan	75.9	131.3	18.3
Hong Kong	75.4	223.3	25.4
India	68.5	130.1	13.0
South Korea	63.5	131.4	16.0
Vietnam	46.1	49.5	7.2
Japan	42.3	120.5	14.0

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

An analysis of top social networks in each of the Asia-Pacific markets included in this report revealed various brand preferences across markets. Facebook.com was the social networking leader in eight of the markets – Philippines, Australia, Indonesia, Malaysia, Singapore, New Zealand, Hong Kong and Vietnam – while in other countries competing brands captured the top position. Local players led in Japan (Mixi.jp) and South Korea (CyWorld), while Google-owned Orkut ranked as the top social networking site in India and Yahoo!’s Wretch.cc led in Taiwan.