If you ask the average person, ‘which social network is the largest, measured by number of registered users, most people would probably say ‘Facebook!’.
In fact, though Facebook has more than 200,000,000 registered members (though only about a third are active on a monthly basis), it isn’t the largest.
The largest is, in fact, ‘QQ’ in China, with 300,000,000 active accounts, followed by Facebook. I’m not sure what members of QQ can and can’t say without the government censoring them, and, since I can’t read Chinese, I don’t know what members of QQ are talking about.
The information above was compiled by Vincenzo Cosenza, who also compiled this world map showing social net usage by country. You can click on the image below to get a much bigger version if you are interested…
Now, if I asked you who the most active social networkers in the world were, as measured by hours spent per month, you might say the Americans, the British, the South Koreans, or the Italians (who have always struck me as very social people in the physical world). And all of those guesses would be wrong, apparently.
According to ComScore, the most active social networkers are the Russians! The Russians spend 6.6 hours per month on social networks, with an average of over 1300 page views. The world average is 3.7 hours per month and around 525 page views. The United States ranks 9th overall, with 4.2 hours and 477 page views.
What was most surprising to me wasn’t that the Russians are the most active users of social networks based on time spent and page views, but that the average person in the world only spends 3.7 hours a month total. Given the outsized attention paid to social networks and networking, the relatively small amount of time (less than 8 minutes per day) indicates that people overall are primarily using the social nets to check messages and status updates.
Next time, I’ll tell you who the research indicates is the most active user of social networks in the United States from a demographic standpoint. That answer may also surprise you…though it may be more obvious in retrospect.
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