The report indicates that about 55 percent of the South Korea's regular Internet users accessed a social networking site in the last 30 days, in the U.S. this is only 24 percent. The numbers in Europe are even lower.
South Korea took top honors by a wide margin, with Brazil, China, Mexico, and the US taking the next four spots. In South Korea, a single service (Cyworld) already has 18 million accounts—enough for 30 percent of the entire country's population.Source: ARS Technica.
Social networking sites are "sticky," too, as users keep coming back to check up on friends and acquaintances. According to Ipsos, more than two-thirds of all social networking users accessed such sites within the 30-day study period.
Brian Cruikshank, an executive vice president at Ipsos, said in a statement that this stickiness could have a cost for other Internet services. "What will be interesting to monitor is the affect social networking will have on other online and offline entertainment behaviors that ultimately compete for a share of the consumer’s disposable time," he said. "We have already seen some effects of social networking cannibalizing other online activities in some markets."