Social Media Usage in Asia Pacific region

Social Media Dominates Asia Pacific Internet Usage | Nielsen Wire
Nielsen’s Asia Pacific Social Media Report found that three of the seven biggest global online brands
are social media sites – Facebook, Wikipedia and YouTube. Close to
three quarters of the world’s Internet population (74%) have now visited
a social networking/blogging site, and Internet users are spending an
average of almost six hours per month on social media sites.

Social media is having an increasing impact on consumers’ purchasing
decisions – in Asia Pacific, online product reviews are the third most
trusted source of information when making purchase decisions, behind
family and friends. This is particularly so for purchases of consumer
electronics, cosmetics and cars – products where consumers are most
likely to base their purchase decisions on online product reviews. But
not ever country shares the same way.


positive-negative-reviews


REPORT HIGHLIGHTS


Blogging… it’s Big in Japan


  • Japanese Internet users are the most avid bloggers globally, posting
    more than one million blogs per month, significantly more than any
    other country in the region.
  • Japan’s adoption of Twitter continues to grow, with unique visitor
    numbers increasing in the last year from less than 200,000 to more than
    10 million.
  • Sixteen percent of Japanese Internet users now use Twitter, which
    compares to 10 percent in the U.S.

Grass roots celebrities attract China’s social networkers


  • Bulletin board systems underpin popular social media behavior in
    China – more than 80 percent of social media content is bulletin board
    systems.
  • Social media games are used as a stimuli to drive new users and gain
    reach with existing users, while content sharing behaviors are more
    popular among the more experienced users. Virtual product placement
    within social networking site games is becoming one of the most
    profitable methods of revenue for social networking sites.
  • ‘Grass roots’ celebrity tracking dominates online conversations in
    China, with social media celebrities such as Sister Phoenix and Mr. Yuan
    outperforming real life celebrities in popularity.
  • Chinese Internet users are the most likely in Asia Pacific to post a
    negative online product review, and are the only consumers in the
    region more likely to share negative reviews than positive reviews – 62%
    of Chinese Internet users say they are more likely to share a negative
    review compared to 41 percent globally.

Facebook threatens Orkut’s share in India


  • Although 70 percent of social media users in India identify Orkut as
    their preferred social media site, Facebook is gaining market share
    with 50 percent of social media users claiming to use Facebook most
    often, compared to 38 percent for Orkut, with the most common reasons
    for switching include friends moving sites, preferring the look and
    feel of the site, and offering more features.
  • Twitter has enjoyed exponential growth in popularity in India, with
    more than half of Twitter users (57%) having signed up in the past year.
    Close to one third of India’s social media users (32%) use
    microblogging sites such as Twitter at least once a day.
  • Online product reviews are increasing their influence on purchases
    in India, particularly for consumer electronics – 55 percent of Indians
    that read online product reviews have purchased products based on
    feedback. Consumer durables/electronics are the most common products
    purchased based on reviews (64% of purchases).

Koreans a-buzz about social media


  • By population, Korea is one of the most social media engaged
    countries in the world, with the country’s leading social media site,
    Naver, attracting 95 percent of the Korean Internet population every
    month.
  • While penetration of social media amongst Korea’s Internet
    population is already strong, it continues to grow (Twitter alone saw
    1900% growth in the year to May 2009) with much of this growth coming
    off the back of Korea’s June election and the adoption of mobile social
    networking.

Australians flock to online forums


  • Australia leads the world in social media engagement, with the
    highest global average for time spent per month engaging with social
    media, averaging over seven hours per month
  • In contrast to many countries, Australians look to communities of
    interest such as parenting or sports sites as a key channel for social
    media discussion – 62 percent of Australian Internet users visited a
    message board or forum in 2009.
  • LinkedIn has seen one of the fastest growth trends amongst social
    media sites in Australia, with unique audience numbers increasing by 99
    percent from July 2009 to May 2010