SHANGHAI: Emerging markets are leading the trend of sharing content and experiences with others as social media helps expand entertainment globally, according to a new report.

The annual Global Entertainment Study from Edelman, the PR firm, was based on a poll of 6,500 adults across the UK, US, Brazil, China, Germany, India, Korea and Turkey.

"Developing countries are leading the way in creating great content and building the infrastructure to provide people with access that allows them to interact whenever and wherever they want," said Jon Hargreaves, managing director, technology, Edelman Europe.

"The popularity of PSY's Gangnam Style is a great example," he added.

That video and song also pointed up another of the trends in the report, as people in emerging markets were more inclined to watch or listen to entertainment in a language they did not speak themselves. Some 60% had done so, compared to 41% in the developed markets surveyed.

Overall, people using social media were as likely to share information about entertainment (76%) as about themselves (75%) and their friends (76%). India, China, Brazil and Turkey led this particular trend.

Edelman also found that entertainment items that were useful, popular and funny were most widely shared, with India topping the rankings for doing so.

India, China and Brazil also scored above average in their likelihood to undertake various activities, including interacting in real time with what they were watching, using social networks to interact with talent from the entertainment they like and trying new ways to interact with entertainment.

Watching content while using a personal device to buy merchandise was something 60% of respondents globally wanted to be able to do, but the interest in "couch commerce" was strongest in China where 75% expressed this desire.

"In China, now more than ever entertainment is fuelled by mobile and multiscreen access," Sanjay Nair, regional director for Edelman Asia Pacific, told Campaign Asia-Pacific.

"This concept of 'visual-tainment' breaks down barriers, which increases people's desire to share that content and experience with others – a trend that is particularly true in China, as respondents regard online video as the most preferred type of content."

Data sourced from Edelman, Campaign Asia-Pacific; additional content by Warc staff