Universal McCann: US trails the global social marketplace

The report found that emerging markets Brazil, China and Russia are all leading the US in blogging, video-sharing and social marketing. Blogging, specifically, has caught on in China, which boasts more than 40 million blogs versus the 26 million blogs in the US. In the emerging markets, general memberships in social networks are also outpacing the US; emerging markets are growing more than 30% faster than the US.

The growth difference should not be a surprise; after all the US market is mature and in China, Brazil and Russia the markets are still growing. It is also interesting to note that the US social space is in a different place. Though US consumers are still blogging and sharing videos, their favorite social pastimes have evolved. US consumers are more apt to subscribe to an RSS feed or download a podcast than to simply share a video. US consumers are also becoming more active in their social pastimes. Rather than simply watching an online video, users are now sharing videos and uploading their own video clips.

Tags: social marketing, social networking