Blogging and social media soar driven by Asian growth

Social media and blogging is soaring, with Asia a key growth market, according to research conducted by Universal McCann.

Universal McCann conducted research across 21 global markets. It claims that Asian markets are driving adoption, with China and South Korea leading the way in actively creating content and socialising online. In China, 72.3 per cent of blog readers also post online.

More than 170 million people globally now post blogs. It also reveals that blogs are read regularly by some 340 million internet users worldwide. The largest audience is the US, where 64 million read blogs.

The number of people watching video clips online on sites such as YouTube has doubled from 31 per cent to 62 per cent in the last nine months.

Internet users are increasingly connecting to others across the globe with an estimated 194 million, or 36 per cent of the 16-54-year-old research sample, joining a social network.

People are most likely to share photos online, with 41 per cent of users uploading their pictures for public viewing. This is followed by 31 per cent creating a blog and 21 per cent uploading video clips.

Tom Smith, Research Universal McCann, said: "The trend of self-expression across the globe has led to consumers creating more content than established media organisations. Consumption has become more global and the relationship to brands, advertising and marketing has shifted to one that is built openness and engagement."

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