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Facebook Competes with Local Brands for Title of Top Social Network
“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.”
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).
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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 Average Visits
per Visitor 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
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*Excludes visitation from public computers such as Internet cafes or
access from mobile phones or PDAs.
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Top Social Network in Individual Asia Pacific Markets by Percent Reach
of Web Population
February 2010
Total Internet Audience*, Age 15+ - Home & Work Locations
Source: comScore World Metrix