Social network usage grows in emerging markets; users there more open to brands
In September 2011, eMarketer estimated worldwide social network ad revenues would surpass $8 billion by the end of 2012, with the US accounting for just under half of the total. Non-US revenues were expected to grow faster, as marketers attempt to increase brand awareness, market share, and profits in fast-growth countries like Brazil, Russia, India and China (BRIC) and beyond.
Pew Research Center’s “Global Digital Communication: Texting, Social Networking Popular Worldwide” report found that in these large emerging markets, including Mexico and Indonesia, social network penetration ranged from 56% to 86% of internet users. In some markets, especially those with relatively low overall internet penetration, that put social network usage higher than the US’s 60% of internet users.
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