Social media & digital in Asia infographic

Edelman has published the below graphic summarising Asia’s key digital and social media markets, three of which were recently found to be amongst the world’s top 20 social media markets.

While it neatly summarises a number of pertinent and key statistics from key markets, there a couple of points to be considered when interpreting the graphic.

Where is Thailand?

Ignoring any favouritism from yours truly, as a resident in the country, Thailand is glaring omission from the featured markets.

Thailand has grown into an established digital giant in the region ranking inside the top 20 Facebook markets with (fast approaching) 10 million members – which puts it sixth amongst the featured countries. Growthwise over the last six months, Thailand’s Facebook membership has increased by 50%, a rate bettered only by India and Brazil amongst Facebook’s biggest country markets.

Thailand is also noted for its strong social networking habits and, in particular, sharing of photos and videos online, while its use of mobile is also strong, though its fixed (and broadband) internet penetration is somewhat lower than the other markets included in the research.

comScore data

The data used to compile the statistics is taken from comScore which, as I mentioned in a previous post, has a lot of questions to answer about its measurement methodology in developing regions where it is unable to track mobile internet usage or public (internet cafe) sessions, both of which are key access points for many across Asia. Thus its statistics, interesting though they are, are by no means an accurate reflection of actual usage patterns in the region.

Despite my gripes, Edelman has gone a good job drawing this up and it does provide an interesting point of reference for Asia.

The graphic is also available on

For a more detailed look at digital across Asia check out the Digital Media Across Asia Wiki, which is maintained by Singapore Management University students. See this post for more.