Asian Insight

Social Media and Emerging Markets

In a recent report by KPMG, surveys found that businesses in the emerging markets of China, India and Brazil are quickly adopting social media. These businesses are 20 to 30 percent more likely to use social media than counterparts in the UK, Australia, Germany or Canada. 

However, social media is rapidly becoming an essential topic on boardroom agendas in organizations around the world, in both developed and developing countries. In addition, we must be aware that emerging markets are quickly realizing social networks offer a relatively low-cost opportunity to leapfrog the competition in developed markets. The survey found that more than 70 percent of companies are now active on social networks globally and see social media as a viable and effective business tool.

What will be interesting to watch is how businesses in developed countries use social media to interact with developing countries. We have seen luxury brands use Chinese social media platforms to target younger audiences, but will this become common place for businesses in 2012?

- Winnie