Why Read This
Social media has gone global: The majority of online adults in North America, Europe, metropolitan Asia, and Latin America use social media regularly. But usage patterns vary widely by country and region. For instance, while online consumers in emerging economies are active in creating social content, consumers in mature markets engage in more passive behavior. Subregional differences remain, as well: Online Italians are twice as likely to use social networks as online Germans, and metropolitan Chinese Internet users are three times as likely to regularly visit social networking sites as those in Japan. This report uses Forrester's Social Technographics® groupings to show how people around the world use social media — and tells companies how to act on this information.