Asian consumers most socially engaged globally

Consumers in Asian markets are more likely to use social networks and review products or brands than their counterparts in more mature countries, according to GlobalWebIndex.

The Social Engagement Benchmarkreport revealed that consumers in China were the most socially engaged, followed by those in Indonesia, India, Vietnam and the Philippines.

At the other end of the spectrum, consumers in Japan were the least active on social media. The UK, US, France and Sweden also trailed behind in the ranking, despite being traditionally viewed as mature and technologically advanced.

“What this report reveals is that we need to rethink how we classify countries when it comes to social media,” says GlobalWebIndex founder Tom Smith. “Emerging markets like China, India and Brazil have consumers who are far active than those in so-called mature markets like the US, UK and Sweden.”

“Thanks to this high engagement, social media reaches more of the total population,” he adds. “There is a huge opportunity for brands to connect via these channels but it’s not always in the markets where they think it is.”