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Yes, that’s pretty simplistic, but a study by comScore posted today has revealed some interesting stats on the global adoption rates of Facebook and where it’s headed that are well worth paying attention to.

The startling statistic is that social networking – with Facebook as the leader – is growing at an alarming pace. As of October 2011 Social networking accounts for nearly 1 in every 5 minutes spent online, as the most popular Internet activity for 82% of the global internet population of 1.2 billion.

Most engaged countries:

If you’re thinking about launching a global brand or internationalising your brand aboard using Facebook as the facilitator, these global stats are key for ensuring brand message reaches its desired audience.

In October, Facebook reached more than half (55 percent) of the world’s global audience and accounted for 1 in every 7 minutes spent online around the world. It also accounted for every and 3 in every 4 social networking minutes.

The Phillipines, Russia and Argentina most are the world’s three most socially active countries. In October 2011, social networking accounted for an astounding 43 percent of total time spent online by Filipinos, and the typical Filipino spent a significantly higher than average 8.7 hours on social networks during the month.

The average hours per visitor were highest in Argentina, Russia and Israel – perhaps due to the p0litical unrest in the Middle East – but acts as a stark indicator the impact the global adoption of Facebook is having on the way we communicate today.

Although cultural and demographic differences will affect adoption rates and must be considered before comparing statistics from any two countries, generally, Latin America as a whole leads the way with Asia-Pacific (predominantly China) as the least engaged.

Over 55s:
Previously Facebook was only used by the digitally-savvy 18-24 age group, but as adoption spreads the reach of social networks has caught up to near enough equal across the board of old and young demographics.

In fact, people aged 55 and older represented the fastest-growing age segment in global social networking usage, increasing nearly 10% since July 2010 to 80% in October 2011.

Not only does this present huge opportunities for marketers to showcase their products to a demographic notoriously under-catered for, it also presents countless chances for businesses to tap into a group of people with time on their hands and disposable income in their pockets to spend.

For an older market, Facebook and social networking sites present an ideal way of keeping in touch with relatives both locally and globally as the ultimate online family photo album. It also appeals to an older demographic in terms of Social CRM services; product reviews and recommendations by friends, customer service questions and complaints, all help encourage trust in parting with cash online.

Women:

Whether this can be contributed to the ‘housewife effect’ or that women have personality traits more  in-tune with Facebook’s services, the research reveals that women spend 30% more time on social networking sites than men, as 2 hours extra per month.

Across every age group women are up to 10% more engaged with social networking sites but adoption rates amongst men are rising, up 10% from July 2010.

Understanding audience behaviour traits is one of the first steps of converting these millions of eyes into money. Facebook has been collecting usage data  from its global new additions, with 2012 expected to be the year that Zuckerberg fully capitalises on it.

The research does raise questions however, as the service becomes well and truly mainstream. Facebook launched as a way for college students to keep in touch with an emphasis on tech-savvy users. With the introduction of adverts into the news-feed as of next year, only time will tell audience response to the commercial changes and how this will affect usage.

Possibly we’ll see a decline in figures in the current day 18-24 age groups as they move onto alternative social networks minus advertising, remembering the ‘good old days’ of Facebook. What is for certain though is the way people use Facebook will change, as it becomes a passport and gateway to other services. Either way, social networking is most definitely here to stay.

Tags  adoption engagement Facebook global mainstream over 55s social social environment social media social network social networking social websites