Twitter enjoys growth in many emerging markets

13 August 2010

JAKARTA: Twitter, the microblogging portal, is gaining in popularity in a variety of countries around the world, from Indonesia and Singapore in Asia to Brazil and Venezuela in Latin America.

According to comScore, the research firm, 93m people visited in June 2010, an increase of 109% year-on-year.

By region, North America delivered growth of 22% to 24.8m, with Europe up by 106% to 22.5m, the Middle East and Africa by 142% to 4.9m, Asia Pacific by 243% to 25.1m and Latin America by 305% to 15.3m.

"As more users around the world have become acquainted with ... social media, it has created an environment where new media like Twitter can emerge globally in a relatively short period of time," said Graham Mudd, vp, search and media at comScore.

Penetration was at its highest in Indonesia, where 20.8% of the domestic online population accessed the Web 2.0 service, followed by Brazil on 20.5% and Venezuela on 19%.

Other emerging markets in which Twitter has proved to be of particular interest include the Philippines on 14.8%, Mexico on 13.4%, Singapore on 13.3% and Chile on 13.2%.

The Netherlands came in as the top-ranking European nation on 17.7%, trailed by Japan on 16.8%, Canada on 13.5%, the US on 11.9% and the UK on 10.9%.

In terms of smartphone usage, the US was responsible the largest overall total of 4.2m, equivalent to a reach of 8.3% among owners of devices like the iPhone or BlackBerry logging on via a browser.

More than 1.6m consumers in Europe visited Twitter in this way, or 2.8% of the potential audience, and a group containing 793m people in the UK, 322m in Germany, 227m in Italy, 172m in France and 165m in Spain.

"For applications such as Twitter that function as an instantaneous broadcast medium, the mobile device represents the ideal platform to engage with this content anytime and anyplace," said Mudd.

"While desktop-based internet usage is still king, mobile web usage is surging on a global scale placing applications like Twitter at the forefront of that paradigm shift."

Data sourced from comScore; additional content by Warc staff