SINGAPORE: Social networking is more popular in Singapore than any other country in Asia Pacific, with 74% of web users logging on to portals like Orkut and Facebook in December 2008, according to figures from online measurement firm comScore.

This compares with an average of 55% of Canadians that regularly use social networking sites, a figure falling to 50% in Britain and 40% in the US, as found by research from UK media regulator Ofcom.

According to comScore, the average web user in Singapore spent over 175 minutes on social networking platforms in December last year, visiting these sites 19 times over the course of the month.

It also found that 68.3% of Australian consumers visited one or more social media service over the same period, accruing 224 minutes of usage time over an average of 17.8 visits.

South Korea was third in the rankings, with a 68.0% social networking penetration rate – with users spending more time on these sites, but visiting less often than their Australian counterparts – followed by Malaysia (66.6%) and Hong Kong (62.8%).

In India, 60.3% of web users accessed a social networking site in December, with Orkut the most popular portal, with 12.9 million unique visitors, compared with 4.0 million for Facebook, though the latter saw usage rise 150% year-on-year.

By contrast, social networking penetration among Chinese internet users reached just 40%.

Data sourced from comScore; additional content by WARC staff