Facebook’s Asian Growth: Not Everywhere is North

by jeremy on May 25, 2010

I’ve seen some posts recently suggesting that Facebook is not doing well in Asia-Pacific. This, for example, from Forrester’s Reineke Reitsma:

For example, Facebook is struggling to gain ground in Asia Pacific:

With 58% of online adults accessing it, Orkut is the leading social platform in metropolitan India, while 27% of Japanese online adults use mixi; and in South Korea, Cyworld is most popular, attracting 63% of South Korean Internet users.

I won’t quarrel with her stats, but I’d suggest she’s missing a bigger picture: Facebook is growing at quite a clip in many Asian countries. My figures, based on Facebook data—which doesn’t include Japan and South Korea, admittedly–indicate that in 10 Asia-Pacific countries, Facebook membership has been growing at an average of nearly 9% per month for the past five months. That includes Australia, New Zealand, Indonesia, Singapore, Malaysia, Philippines, Thailand, Hong Kong, China and India.

By far the biggest growth is in Southeast Asia, with Indonesia growing at 14% per month, Thailand 15%, Malaysia 12% and Philippines 13%.

India is growing at a similar rate, but with a far smaller proportion of population: still less than 1%. Thailand is less than 5%, but 10% of Indonesians now have a Facebook account, as do 23% of Malaysians, 14% of Filipinos and 42% of Singaporeans. Only Hong Kong beats that, with 44% of the population having a Facebook account.

Hong Kong and Singapore join other developed economies at reaching a critical mass—Australia 38%, New Zealand 36%—where growth has understandably tapered off to 5% per month or less.

So while it may well be true that Facebook ain’t big in North Asia, it’d be a mistake to assume that’s true of the rest of the Asia-Pacific region. Facebook is still the one to watch, and showing consistent growth this year in all 10 countries I’m monitoring.

(This updates my post back in January on Facebook stats.)

{ 1 comment… read it below or add one }

Thomas Crampton June 1, 2010 at 10:03 pm

Jeremy: You are totally right. Facebook is not the dominant social network if you consider Asia to be only Japan, China, Korea and India.

In fact, Asia also has Indonesia, the Philippines, Hong Kong, Taiwan, Malaysia, Singapore and many other countries where Facebook is dominant or soon-to-be.

(I would actually go further and classify India as a market where Orkut needs to watch their back.)

Tom

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