comScore Inc., a leader in measuring user activities in the digital world, recently released its latest report on social networking* engagement in the Asia-Pacific region (not including China) based on data gathered from its World Metrix service.
Some popular social networking sites include Facebook, Friendster, LiveJournal, Tumblr, Plurk and Twitter
The report disclosed that the Philippines leads all countries in the said region in terms of social networking reach, average minutes per visitor and average visits per visitor on such websites.
"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 [...], 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."
Here's a section of the comScore press release:
Social Networking Penetration Highest in Philippines
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
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 |
An average of 5.5 hours on social networking site per visitor from the Philippines?! That's more than twice the average for the entire region! Incredible. It's either we have too much time in our hands or we just really love staying in touch with friends, chismis-buds and loved ones. (I honestly think it's the latter. Seriously. What do YOU think? Leave your comment below.)
NOTE: Data presented in the table excludes site visits from public computers such as Internet cafes -- effectively giving Pinoys all the right to say, "Partida na." Then again, data also excludes site access from mobile phones or PDAs, which is hot in countries like Japan, Singapore, South Korea and Taiwan.
Next: As of February 2010, which social networking website are Filipinos most engaged in?