comScore has released a new study of worldwide usage of social networking sites, indicating that while the growth in new users in North America is beginning to level off, it is burgeoning in other regions around the world.
During the past year, the total North American audience of social networkers has grown 9% compared to a much larger 25% growth for the world at large.
The Middle East-Africa region (up 66%), Europe (up 35%), and Latin America (up 33%) have each grown at well-above average rates.
| Social Networking Growth by Worldwide Region |
| June 2008 vs. June 2007, Total UK, Age 15+ – Home & Work Locations |
| Source: comScore World Metrix |
| |
Unique Visitors (000) |
| |
Jun-07 |
Jun-08 |
% Change |
| Worldwide |
464,437 |
580,510 |
25% |
| Asia-Pacific |
162,738 |
200,555 |
23% |
| Europe |
122,527 |
165,256 |
35% |
| North America |
120,848 |
131,255 |
9% |
| Latin America |
40,098 |
53,248 |
33% |
| Middle East – Africa |
18,226 |
30,197 |
66% |
Jack Flanagan, comScore executive vice president, said: “While the social networking trend first took off in North America, it is beginning to reach a point of maturity in the region.
“However, the phenomenon is still growing rapidly in other regions around the world – especially as the established American brands turn their focus to developing markets.”
During the past year, many of the top social networking sites have demonstrated rapid growth in their global user bases, said comScore.
Facebook’s introduction of natural language interfaces in several markets has helped propel the site to 153% growth during the past year.
In June, eMarketer estimated that 60.5% of the UK population, or 36.8 million people, went online at least once per month in 2007. Of those, 30% – 11 million people – visited social network sites at least once per month (see 11m People In The UK Visited Social Network Sites In 2007).
The MediaTel Group Playground event saw a panel debate the future of social networks, with some panellists predicting that niche networks will become even more popular (see Niche Networks Could Be Future Of Social Networking).
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