Western ‘voyeurs’ a challenge for social media - FT

The vast majority of people who use social media in the US and Europe are passive voyeurs, watching what others post, while users in emerging markets such as China and India are active participants and writers, according to a study from Forrester Research.

The finding is a sign that companies need to adjust marketing on social sites to match local online behaviours, and those changes could have an impact on a company such as Facebook, which has been building its business around companies marketing to consumers in wealthy countries.

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