comScore has conducted a study on the social networking habits of users in the Asia-Pacific region (not including China). The results show that 50.8% of the total online population in this region visited one social network or other in February 2010.
In terms of actual numbers, that is 240.3 million unique visitors to social networks.
Among all the networks, Facebook held the top spot in most of the countries in the region, with a few exceptions such as India, Japan, South Korea and Taiwan.
Users spent an average of 2.5 hours each on the social networks in the course of the month, and each visitor accessed a social network about 15 times in the month.
The Philippines was found to lead the way for social network penetration, with 90% of its online population visiting social networks in February 2010. They were closely followed by Australia, which has 89.6% penetration and Indonesia, which had 88.6% penetration.
It was also found that the Philippines had the highest level of engagement, with an average of 5.5 hours and 26 visits per user. Indonesia had an average of 5.4 hours and 22 visits per user. Australia had 3.8 hours and 20 visits per user. Malaysia had nearly 3.8 hours and 22 visits per user.
Facebook was the most popular social network in places like the Philippines (84.5% market share), Australia (69.4%), Indonesia (84.9%), Malaysia (77.5%), Singapore (72.1%), New Zealand (63.6%), Hong Kong (62.6%) and Vietnam (18.4%).
In other markets, several other networks had the lead. In India, Orkut was the leader with 46.8%. Wretch.cc in Taiwan commands 62.5%, CyWorld in South Korea has 54.2% and Mixi.jp has 18.9% of the Japanese market share.