Despite significant differences in government, infrastructure, availability of access and cultural practices around the world, social networking is growing in every single market. The penetration of social networking sites ranges from 53% in China to 98% in the US, with 41 of the 43 markets individually reported by comScore seeing a market penetration of 85% or more.
“Regardless of how open or closed a society may be, it is safe to assume that more than half of local online populations are engaging in online social networking, making the practice comparatively ubiquitous around the world,” the metrics outfit says.
And for each region, the total time spent by users on social networking grew by at least 35% over the past year, reflecting its growing pervasiveness across the board. In Latin America, Europe, and the Middle East-Africa – three very culturally different regions – social networking accounted for at least 24% all time spent online.
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