SINGAPORE: Facebook has 241m users in Southeast Asia and 94% of them access their accounts via mobile devices, according to new figures from the social media giant.

This is the first time Facebook has shared figures based on region and it cited a study by McKinsey, the consultancy firm, which found half of Facebook users are connected to someone outside their home country, or triple that of a year ago.

Further analysis of the 50m small and medium-sized businesses that use Facebook also showed that 30% had followers from other countries, reported.

According to Facebook, nearly twice as many Thais and Singaporeans send Facebook messages to businesses each month compared to the global average, and this rises to nearly half of Malaysian users.

Facebook used Lazada, as an example of a company that leveraged Facebook to build its business. The Singaporean e-commerce retailer is said to have grown its fan base by 60x in one year to reach 90% of the online population in the Philippines and 80% of the population in Indonesia, Malaysia and Thailand.

Furthermore, Air Asia gained 58x return on adspend using Lookalike Audiences and broke Facebook's global records for ad recall in the travel sector, also reported.

"Southeast Asia is a dynamic mobile first region, and the fastest growing for Facebook. Connecting more than 241 million people in Southeast Asia to the friends and family, businesses and moments that matter to them, is at the core of everything we do," said Kenneth Bishop, Facebook's managing director, Southeast Asia.

Data sourced from; additional content by Warc staff