Facebook’s twin milestones this year – reaching 500m active users, and overtaking Google’s traffic in the US – have illustrated the importance of social networking to the evolution of the web.
But the enthusiasm with which people in countries outside Europe and North America are leaping on to social networks is outstripping many observers’ expectations.
Seven of the top 10 countries with the most “highly engaged” internet users are in the Middle East and Africa, along with China, Brazil and Malaysia, according to a large study by TNS, WPP’s market research arm.
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