Philippines exhibits highest social networking engagement
More than half (50.8%) of total online population in the Asia-Pacific region (excluding China) visited a social networking site in February 2010, reaching a total of 240.3 million visitors, according to a report released by comScore based on data from its World Metrix service.
According to the report, Facebook.com was the top social network across eight of individual markets in the region, Philippines, Australia, Indonesia, Malaysia, Singapore, New Zealand, Hong Kong and Vietnam, while other brands commanded the top positions in certain markets, including Google-owned Orkut in India, Mixi.jp in Japan, CyWorld in South Korea and Yahoo!’s Wretch.cc in Taiwan.
The report found that internet users in the Asia-Pacific region averaged 2.5 hours on social networking sites during February 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 % of its entire web population visiting a social networking site during the month, followed by Australia with 89.6% and Indonesia with 88.6%.
ComScore said that Philippine social networkers 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 shown 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).
Will Hodgman, executive vice president for Asia Pacific at comScore, said: “In some markets, such as the Philippines, Australia and Indonesia, social networking is one of the most popular web activities reaching nearly 90 % 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.”