China's high income (top 25 per cent) group in China lead the world in social engagement, followed by Indonesia and India, while the least socially active are 55 to 64- year-olds in Japan, according to GlobalWebIndex's Social Engagement Benchmark report.
GlobalWebIndex is an ongoing global study into the internet consumer's attitudes. Launched in July 2009, it has since delivered seven waves of research covering more than 152,000 internet users in 31 countries.
The league table has been calculated using GlobalWebIndex data from 31 countries detailing how much consumers participate in social media, whether they create or upload content and whether they engage with brands via these platforms either to review products, like a brand or upload content to brand sites.
To count towards the Social Engagement Benchmark rankings, consumers have to have carried out each task in the last month. Each key area—participation, creation and brand involvement—is scored out of 400 and the marks are added together and then converted to a percentage of the maximum 1200 score, which is then weighted to 100 point measure. The Benchmark is platform neutral and measures total active use of social media rather than usage of specific global, regional or local platforms such as Facebook, Twitter or weibo.
The report found that consumers in fast-growing economies are more likely to use a social network or a microblog, upload a photo or video or review a product or brand than consumers in more mature markets.
Top 10 most engaged markets:
Top 10 least engaged markets