Continuing the series on the top Facebook pages for the month of April, here are the reports from the remaining Asian countries.

India:
Pepsi is a new addition to the top 10 brands in the country. This success can be contributed to the Pepsi’s sponsorship at Cricket, Indian Premier League.

Pakistan:

Nepal:

South Korea:
Samsung continues to be top performing brand in Korea. It is interesting to see Ted Talks gaining huge popularity in Korea.

Japan:

Hong Kong:

LinkedIn passes 20M users in India, is second largest market behind US
TheNextWeb recently reported that LinkedIn users in India had soared to an impressive milestone of 20 million users. This makes India the second largest market on the platform, only behind the US in terms of registered users. What’s more impressive is the fact that user sign-ups on the professional networking platform has gone up by over 500 percent since November 2009, when the company opened its first office in the market. Currently, India represents half of the 40 million users in Asia Pacific, and 9 percent of its 225 million users worldwide. In other markets across the region, the user bases are comparatively small, but growing as well: there are 4 million users in Australia, 2 million in Indonesia, and 1 million in both Malaysia and the Philippines. Singapore also recently passed 1 million users as well.

There are 18M social media users in Thailand; Instagram users up 163%
According to a recent report by TechInAsia, Thailand’s social media landscape has seen rapid growth this year. Citing a new infographic by ZocialInc, the results indicated that Instagram users had increased by a staggering 163 percent in the last year, to over 600,000 users. While this figure still pales in comparison to Facebook’s 18 million, the social network’s growth also declined to a relatively sluggish rate of 28 percent in the same time period. Social media is growing healthily across other platforms as well: Line has 15 million users, while YouTube has over 5 million and Twitter has about 2 million in the market.

Emerging markets drive Facebook user growth
Facebook continues to gain users at a rapid pace, even after passing 1 billion users last year, and 1.1 billion users last month. eMarketer reports that the growth in user base is being strongly driven by emerging markets across the globe; India, Brazil, Russia, the Middle East and Africa are particularly strong markets in the recent gains for Facebook’s user base worldwide. eMarketer predicts that active users will continue to grow as well, to pass 1 billion active users at some point this year. In terms of regions, Asia-Pacific, the Middle East and Africa, and Latin America are set to contribute the most across the global user base, by growing at a rate of at least 30% during 2013. eMarketer estimates that Facebook will reach 1.26 billion global users in 2014.

WeChat now has 195M monthly active users
WeChat has continued seeing rapid growth this year. Last week, we reported that the chat app had grown to an impressive 190 million monthly active users. Without skipping a beat, it’s grown again to reach 195 million monthly active users. TechInAsia reports that the chat app has increased by about 23% since last quarter, and over 228% in a year. While WeChat’s 300 million registered accounts are predicted to breach 400 million during this month, the increase in WeChat’s monthly actives suggest that WeChat and Whatsapp are quickly becoming neck and neck for this figure (Whatsapp has 200 million monthly active users).

In the US, 90% of mom internet users are on social media
According to a recent report by eMarketer, over 90% of US moms who used the internet were also active social media users as well. Based on a comScore study from March 2013, the results suggested that moms who used social media in 2013 were up by 20% compared to those who did in 2010. The study also indicated that moms in the 18-34 age bracket were the most likely to use social media, but also the demographic that spent the most time on them. In fact, young mothers spent the most time on Facebook, even compared to the general population. While time spent on Facebook was 24 percent higher on desktop, the combined differece of desktop and mobile Facebook usage suggested that “young moms spent 260 perent more time than the average user.” US moms were also more likely to spend more time on other platforms across social media as well. 77 percent of US moms were on YouTube, compared to 61 percent of the total internet users in the country. 27 percent of US moms were on Instagram, while only 15 percent of the general internet population were using the platform.

WeChat now has 190M monthly active users
WeChat is a giant amongst chat apps. It has a user base of over 300 million users with projections that it will surpass 400 million in a few weeks. So it comes as no surprise that WeChat has reached 190 million monthly active users. As noted by TechInAsia, this number suggests that WeChat is closing in on Whatsapp territory, which has 200 million monthly active users according to the most recent data. On the other hand, an overwhelming majority of WeChat users are based in China, whereas Whatsapp–and even other Asian chat apps like Line–enjoy greater success on an international level. Nonetheless, WeChat has experienced growth at breakneck speeds in the last two years, an incredible accomplishment as illustrated in the graph below.

70% of brand engagement on Pinterest is user-generated
Mashable cited a recent study by Digitas and Curalate and found that 70% of brand engagement on Pinterest is generated by users as opposed to brands. The disparity between brand- and user-generated content is much larger for some industry categories. With brands in the fashion industry, for example, only 18% of content engagement comes from the brands, while 82% comes from the community. Similarly, 75% of content engagement for the automotive industry came directly from the users. By contrast, the study found that brands in the electronics industry were split more evenly, between user-driven and brand-driven engagement; while 47% of content engagement came from brands, 53% came from the community. Ultimately, these findings indicate that there is massive potential for brands to join the conversations and direct engagement on the platform.

In India, PC users watch 3.7 billion online videos per month
According to TheNextWeb, 54 million PC-based internet users in India watched videos online in March 2013. This number has increased from 32 million in March 2011, indicating a rise of 69% over the last two years. Equally significant is the growth in the total number of videos watched each month; the figures have risen from 1.8 billion in 2011 to 3.7 billion last month. It is interesting to note that the top two platforms for video consumption are social to some degree; Youtube and Google sites ranked first with 31.5 million video viewers, while Facebook came in second with 18.6 million. When it comes to the average time spent on video consumption, DailyMotion outranks Facebook’s 21.9 minutes by a significant margin, with 59.6 minutes spent on average.

Google+ has 359M users, ousts Twitter as second largest social network
A recent report by Business Insider details the recent growth of Google+. Citing new data released by GlobalWebIndex, the findings suggest that Google+ is growing at a rate that may ultimately oust Twitter as the runner-up for largest social network (with Facebook and its 1.1 billion users remaining at the helm). Google+ currently has a staggering 359 million active users. This is up by 33 percent from June 2012, when they had 269 million active users. Twitter is growing at a faster rate, however, as it experienced a 44 percent increase during same timeframe, from 206 million users to 297 million users today.

Chat app Zalo has 2M users, plans for 5M soon
While well-known Asian chat apps like WeChat have continued to gather a massive following, this trend has also been demonstrated as strong in other Asian markets. According to TechInAsia, Vietnamese chat app has passed 2 million users, and has stated plans to reach 5 million in the near future. With 10 million smartphone users in the market, 5 million seems like a lofty goal at first glance. Vietnam is currently at the threshold of rapid mobile growth, however, and given Zalo’s recent uptake in growth, 5 million may not be such a stretch after all.

[Bonus Fact] Chat app to cash cow: Line revenue is up by 92% this year
The Japanese chat app Line has recently revealed that its first quarter revenue for 2013 was 5.82 billion yen (71.1 million SGD), The company’s revenue for the fourth quarter of 2012 stood at 3.03 billion yen (37 million SGD), indicating a staggering 92% increase on Q4 2012. The results were retrieved by TheNextWeb, as shown in the graph below:

Roughly half of these earnings come from in-app payments and social gaming features–components of the chat app that have been heavily developed in recent months. In particular, Line’s gaming feature reached the milestone of 100 million downloads earlier this year. Stickers raked in 1.7 billion yen (20.8 million SGD), or about 30% of the revenue for Q1 2013. Ultimately, these numbers suggest that there is serious potential when it comes to the monetization of chat apps.

On YouTube, PSY’s ‘Gentleman’ hits record 38M views in 24 hours
Following the mind-blowing popularity of his hit single, ‘Gangnam Style’, PSY dropped another new single earlier this month.  As TheNextWeb reports, ‘Gentleman’ has already filled the proverbial big shoes of its predecessor on YouTube. An earlier account of the video’s performance clocked the video views at over 22 million in less than a day. While this rate is a record-breaking achievement in itself, Google has recently confirmed that this number actually stands at a whopping 38 million views. This figure indicates that ‘Gentleman’ has surpassed some other YouTube record holders by a long shot; for instance, Google notes that KONY had previously held the most views in a single day, with 30 million hits. The video has even surpassed ‘Gangnam Style’ in its rapid rate of growth: while ‘Gangnam Style’ took over 7 weeks to hit 100 million views, Gentleman reached the nine-digit milestone in under four days. ‘Gentleman’ currently has over 228 million views–still a far cry from the all-time record held by ‘Gangnam Style’ (1.55 billion and counting)– but a sure sign that PSY has continued to dominate on YouTube.

Chat app gains lead to 11% decline in SMS in China
As we reported earlier this year, mobile chat apps continue to be on the rise in 2013. In particular, they have uprooted dominant social channels in some Asian markets to become the most popular platforms amongst social media users. In Japan, for instance, chat app Line surpassed Twitter as the top platform in the country. According to TheNextWeb, this increasing preference for chat apps has had a considerable effect on traditional text messaging in China as well. Based on a report by China’s Ministry of Industry and Information Technology (MIIT), the findings suggested that SMS usage had increased by 0.5% on a yearly basis. However, when this figure is recalculated to exclude mass texts, the results indicate that peer-to-peer messaging has actually decreased by a significant 11%. This downturn may be particularly alarming given the recent tension between China’s state-owned telcom providers and locally established chat app, WeChat. The study illustrates that peer-to-peer messaging was down to 120 billion, marking a 10.9% decrease from last year. The findings also demonstrated that the average user sent 52.6 peer-to-peer messages in the first quarter of this year, down by 11.2% from Q1 2012. By contrast, chat app usage remained on the rise: 22 bilion mobile messages were sent through chat apps in Q1 2013, indicating a 37.6% increase since last year. Peer-to-peer messages stood at 1.3 billion, also up by 15.6% during the period. In effect, the results may illustrate a strong correlation between the adoption of mobile chat apps and the decline in peer-to-peer SMS messaging in the Chinese market. While the encroachment of chat is far from strong, China’s telcoms have taken to a potential countermeasure–of reviving its own messaging app, Fetion, in the near future–to better compete with chat apps in the market.

Google and Facebook face off on social sign-in share
eMarketer recently reported that Facebook remained at the top spot amongst social networks that gave users an option to use social logins across platforms. Based on a report by user management platform provider Janrain, the findings concurrently indicated that Google’s popularity was increasing as well. While Facebook held the lead with a 46% share in Q1 2013,  that proportion actually signals an 8% decrease since Q3 2012. Meanwhile, Google’s share rose by 9% in the same period, from 25% in Q3 2012 to 34% in the first quarter of this year.

Google similarly experienced the most growth on consumer brand sites. As indicated in the graph below, Google ID sign-ins increased from 23% in Q4 2012 to 28% in Q1 2013. By contrast, Facebook sign-ins decreased from 58% to 55% in the same period.

Although Twitter claims the smallest portion of the pie, eMarketer notes that the microblogging platform has been carving out a niche amongst social logins in other areas. On music sites, for instance, Twitter logins increased from 12% to 19% in Q1 2013. While it’s still a far cry from Facebook’s 51% share, the platform’s percentage actually demonstrates a substantial decrease, from 60% in Q4 2012.

In China, social network Renren launches its own chat app
The rise of chat apps, coupled with the dominance of microblogging platforms like Sina Weibo, has made it difficult for China’s social network Renren to grow its user base. In the past few years, it has seen new messaging apps like WeChat soar to over 300 million users, making Renren’s 170 million pale in comparison. Perhaps with this in mind, Renren has decided to jump on the chat app bandwagon, as TechInAsia reports that Renren has launched a new messaging app called TongXueShuo (the literal translation: “classmates say”). This chat app additionally consists of an eclectic mix of social features; TechInAsia notes that there are “elements of Path, Google+, regular social messaging apps, plus the find-and-flirt capabilities of apps like Momo”. While these features are apparently meant to attract a wide range of early adopters, TongXueShuo last month has yet to gather momentum since its launch last month. Despite Renren’s sizable number of users, the battle nonetheless appears invariably uphill given the existing social giants that constitute its competition amongst chat apps in the market.

In India, digital ad spend up 30%; shift to social and mobile
A recent report by eMarketer suggests that digital ad spend has increased significantly over the past few years. Based on a study by The Internet & Mobile Association of India (IAMAI) and Indian Market Research Bureau International, the findings indicated that there was a 29% increase in digital ad spend over the course of fiscal year 2012. While spending has increased to 22.6 billion Indian rupees (SGD 517 million), it is also estimated to rise by another  30%, to 29.4 billion rupees (SGD 673.4 million) in fiscal year 2013.

Digital ad spending has also moved away from traditional formats such as display and search, and started leaning toward mobile and social. While Display and Search constituted 92% of digital ad spend in 2010, they collectively took only 67% in 2012. By contrast, social media and video increased by over 71% each in 2011, and claimed 13% and 7% of digital ad spend respectively in 2012. The increasing adoption of mobile web has also shifted spending to mobile, as the format increased to 10% of digital ad spend during 2012.

Continuing the series on the top Facebook pages for the month of March, here are the reports from the remaining Asian countries.

Despite being home to the world’s third largest Facebook nation, India struggles with maintaining a strong response rate on its brand pages. The Socially Devoted brands section on the following infographic reflects the poor performance of brands when it comes to answering fan questions and posts with an average response rate of only 25%.

The report on Nepal is first of its kind. We’re excited to welcome Nepal to the bigger Asia region with a sizeable 1.9 Million fans! With only 7.13% penetration over its population, Nepal is definitely an emerging Facebook market. Noticeably, many of the top pages are local pages, with Kit Kat being the only exemption. BBC’s localised page BBC Nepali is also well received by fans.

Samsung is unsurprisingly the best performing page in its home country, South Korea.

Hong Kong continues to maintain its top pages from last month:

Did anything stand out to you in this month’s Socialbakers report? Share your insights with us!

Vietnamese chat app Zalo reaches 1 million users
Chat apps have been on the rise lately, and particularly so across Asian markets. The active user numbers from this past quarter have indicated that KakaoTalk and Line have already claimed the largest number of active social network users in South Korea and Japan respectively. As noted in an earlier blog post, this growing trend has also been demonstrated in Vietnam. As TechInAsia reports, local chat app Zalo has recently reached a milestone of 1 million users. This news comes just days after KakaoTalk and Line had similarly reported reaching the seven-digit mark in the Vietnamese market. The mobile app Viber has also grown to a considerable user base of 3.5 million. On one hand, the 20 million smartphone users in Vietnam illustrate that there is still a lot of room for growth. We also found that the number of Facebook users currently stands at 12 million in Vietnam, far exceeding the total number of chat app users by a significant margin. On the other hand, these milestones amongst chat apps are precisely what collectively predict that a new trend is on the horizon for social media. It may be too early to tell whether or not chat apps will unfold with lasting implications on a global scale; however, the potential locked in the increasing momentum of chat apps is undeniable to say the least.

Monthly active users on Vine increased by 50% in the last month
Earlier this month, we cited a report by TechCrunch that indicated Vine was far more popular than similar apps like SocialCam and Viddy, and outperforming them particularly amongst highly active Twitter users. TechCrunch recently followed up with another report on Vine. Based on a study by Onavo Insights, the results demonstrate that the video-sharing mobile app has continued to attract users at an increasing rate. It’s only been two months since its launch in late  January, but Vine has steadily grown its market share, particularly amongst iOS devices to a considerable 2.66% in the United States. Monthly active users have also increased in the last month by 50%. Unlike Vine, all three of the competitors in this app category are declining in both market share and monthly active users. This indicates that first-comers are not always at an advantage when it comes to social apps. Moreover, it may suggest that relative to other social platforms, video-sharing apps do not constitute a substitute-friendly category on mobile devices.

Jakarta is still top city on Twitter, generates 2.4% of all tweets worldwide
A recent report on Twitter users indicated that a significant portion of all tweets come from the capital city of Indonesia. A study conducted by Brand24.co.id indicates that 2.4% of the 10.6 billion tweets worldwide were tweeted from Jakarta, making it the top city in terms of total tweets across the globe. Tokyo came in a close second with 2.3%, while London claimed the spot for third at 2% of all tweets. Jakarta’s status as the top city for Twitter is especially impressive given the fact that there are 29 million Twitter users in the entire country. Jakarta also ranks high across other social platforms: the Indonesian capital is the second largest city for Facebook, with roughly 11.7 million users as well. Interestingly, this data from SocialBakers also demonstrates that the penetration rate for the social platform comes out to a whopping 136.52% of the total population.

In urban India, 74% of active internet users are on social media
Social media has made impressive gains in India, and much of the growth is tied to urban netizens in the market. A report cited by the Times of India notes that social media users in urban India accounted 62 million users by December 2012. The report was a joint effort by Internet and Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB). It predicted that this number would increase to roughly 66 million by mid-2013. These figures indicate that almost 3 out of 4 active internet users are social media users in urban areas. These increasing levels of penetration are attributed to multiple factors, such as the decreasing cost of smartphones; the growth in overall internet penetration; and the subsequent increases in the penetration of mobile web. Also noted in the report is the fact that 72% of active internet users in urban India partake in some form of social networking; the activity is only second to email which claims a slightly higher rate of 80%.

YouTube has 1 billion unique monthly users
YouTube recently announced an impressive milestone: 1 billion unique users on the video-sharing platform on a monthly basis. Mashable notes that this comes roughly six month after Facebook announced their billionth user in October 2012, meaning that both social giants achieved this ten-figure user base in roughly eight years. Twitter is the youngest platform amongst the three, and had around 200 million users as it celebrated its seventh birthday earlier this week. YouTube’s reported billion users suggest that nearly half of all internet users are visiting YouTube each month, and 53% of them are viewing videos on multiple screens. As noted in YouTube’s blog, this percentage is actually higher amongst its core audience, whom YouTube identifies as Generation C or “Gen C”. While members of this core audience were just as likely to use smartphones as they were to use PCs for YouTube access, a 67% majority of them were using two or more devices to watch YouTube videos.

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We’re pleased to share the latest of our SDMW snapshots for social media use around Asia.

Today’s snapshot offers a more comparable definition of ‘users’, and is based solely on active users*, rather than the overall user numbers we used for some countries in previous reports where active user data was not available.

Social Media Users

Despite this recalibration, the total number of social media users across the top network in each of our 24 SDMW Asia nations has increased to 874 million, reflecting 18% growth compared to our last full report in October.

This represents growth of more than 10 million new users of social media every month – a figure that’s all the more impressive considering Facebook’s recent clean up of ‘fake’ accounts.

Penetration

However, social media penetration has fluctuated around the region in the past few months, with a number of ‘mature’ markets – including Brunei, Singapore and Hong Kong – registering a drop in penetration as the frequency of Facebook usage begins to slow.

Overall though, regional penetration remained static at 23%, in line with the overall global average:

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More importantly, the drop in penetration across mature markets has been balanced by on-going growth in markets like India and Indonesia, both of which continue to see social media usage expand at impressive rates.

Mobile Chat

However, the most interesting story comes from North Asia, where we’re seeing accelerating mass adoption of mobile chat applications.

Neither Japan nor Korea was a ‘Facebook market’ in our previous report – Korea’s primary social network was CyWorld, while Japanese social media users appeared to prefer Twitter – but the rapid growth of newer chat platforms may scupper the world’s favourite network’s plans to grow in these countries.

Indeed, KakaoTalk and Line already dominate the social media landscapes of South Korea and Japan respectively, with both platforms registering significantly more users than Facebook and microblogs.

Similarly, while Qzone continues to be the region’s largest social network by active users, we expect to see this situation change in the coming months as a result of the increased implementation of China’s real name rules for social media use, and the continued expansion of platforms like WeChat (Weixin).

Indeed, WeChat’s success beyond its home market of China looks set to be one of the biggest social media stories in Asia over the next few months.

At well over 300 million registered users, WeChat is already 15% bigger than Facebook in Asia, and its growth trajectory suggests that this gap will only increase further during 2013.

Given these trends, it’s clear that mobile’s role in the Asian social media landscape looks set to grow in importance, so look out for our upcoming post on using mobile to connect with Asian social audiences.

* Figures reflect monthly active users, except for Korea where we’ve used daily active user numbers. Note that user numbers for Japan and Korea have been extrapolated from available data.