new study from Forrester proves that the majority of Americans are a bunch of lazy re-tweeters. 93% of online consumers in the emerging markets of China, India, Mexico and Brazil use social media tools at least once-a-month. U.S. and European consumers are far more likely to view social media as a spectator sport, joining it and then just watching it fly by.A
In the U.S., 68% of social media users are "joiners," which means they maintain a profile on a social networking site and visit social networks. 73% are "spectators," or users who mostly just read blogs, online forums, customer ratings/reviews and tweets, listen to podcasts and watch videos. This number is strikingly similar in Europe (EU-7 countries, to be specific), with 69% of users classified as spectators and 50% as joiners.
Creators and Conversationalists
Only 24% of U.S. users are content creators and 36% are conversationalists. Those numbers are quite similar in the EU, with 23% classified as "content creators" and 26% as "conversationalists."
In Asia, these numbers look drastically different. Seventy-five percent of online adults in metropolitan China and India create content, which includes publishing blogs and web pages, uploading video and audio/music they made and posting articles or stories that they wrote.
Japanese social media users do not follow the same patterns as Chinese and Indian social networkers. A mere 28% of Japanese users visit social networking sites at least once a month. Only 13% of online Japanese adults visit Facebook on a regular monthly basis. Instead, they prefer sites like mixi or Twitter, which fit their preference for online anonymity.
Emerging Social Mobile Markets: China and Africa
Another Forrester report proved that China and other Asia-Pacific countries led the pack in mobile adoption, including mobile social usage and work usage. They were also more likely to own multiple devices. This report showed that in metropolitan China, 33% accessed social networks via mobile, whereas only 25% of U.S. users and 11% of European users did the same. Forrester's report revealed that Chinese users accessed social sites the most, calling them "super connecteds."
This study does not include social network usage in Africa, which is only second to China. Toward the end of last year, Facebook partnered with French cell operator Orange to bring inexpensive cellphones armed with Facebook to Africa and Europe.
Facebook is available in 70 languages, and more than 75% of its users are located outside the U.S.