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Brief Published: 12 Dec 2013

Asian Social Media Use 2013


Social media is experiencing a surge in popularity among Asian consumers, according to the latest Wave social media study.

The report identified key attitudes towards social media among the fast-growing class of digitally savvy consumers in Asian markets. The survey, which was conducted by global media agency network Um, included more than 48,000 active internet users in 65 countries.

Brands must meet five basic needs to connect with consumers: relationship, diversion, learning, progression and recognition. “By answering these needs and by combining technology, social platforms and media in a more cohesive way, brands can put themselves in an extremely powerful position,” noted Pat Lim, managing director of Singapore’s IPG Mediabrands, the parent company of Um.

Key findings included:

  • Consumers in emerging markets are increasingly seeing social media as essential to boosting social standing. Some 30% of web users in Indonesia and 36% in the Philippines agree that social media was helpful for building career opportunities.
  • Professional social networking is one of the fastest-growing areas of social media. In Singapore, 51% of residents are active on such sites, up from 35% last year.
  • Microblogging continues to experience strong growth. China is leading the way, with 86% of web users also being active members of Chinese microblogging site Sina Weibo.

For more on the technology and social media trends that will make an impact over the next 12 months, see the Stylus report New Startups: Tech Trends for 2014.