Social Media Usage in Asia Pacific region
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.
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
- 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
- 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
- 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
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