Men in Asia-Pacific Active on Social Networks - eMarketer

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Men in Asia-Pacific Active on Social Networks

Social network growth is substantial, with men particularly engaged

May 11, 2012

Social networks in Asia-Pacific—including those in Indonesia, Japan and China—are getting a lot of attention, and for good reason. As a whole, growth in the region has been spectacular, drawing in more users while also supporting a growing ecosystem of proven players and startups that are making applications to cater to the diverse and widespread user base.

eMarketer forecasts that base to hit 615.9 million users this year and 853.7 million in 2014.

Social Network Users in Asia-Pacific, by Country, 2011-2014 (millions)

China accounts for the bulk of users in the region, estimated to reach 307.5 million in 2012.

For service providers and marketers, young, professional men in the region are a highly desirable target. According to the November 2011 press release from Microsoft and MEC Global for their “Asia-Pacific Pre-Family Man Study,” men are avid users of social networks and increasingly using them for work, connecting with friends, and for entertainment, as their lives become focused on their career and earning money.

The survey of unmarried men ages 21 to 39 in Australia, China, India, Indonesia, Singapore and Taiwan found that they were highly engaged on social networks. Men’s activities varied across the region, but among the most popular activities were apps and social games. The survey found that 81% of respondents had used an app or game on a social network, while more than half (57%) used them at least once a week. In terms of how they accessed social networks, 70% of respondents logged on via a PC or laptop, while 25% used a smartphone.

Frequency of Social Network App/Game Usage Among Male Internet Users in Select Countries in Asia-Pacific, May 2011 (% of respondents)

Engagement was highest in Taiwan, Singapore, Indonesia and China.

eMarketer expects non-US social network ad revenues to total $4.09 billion in 2012, accounting for 53% of the worldwide total. With the greatest number of social network users worldwide, Asia-Pacific is poised for an even larger share of total social network ad investment.

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Check out today’s other articles, “Marketers Use Growing Number of Tools to Spur Website Engagement” and “Web Content No. 1 Differentiator for Hotel Marketers.”

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