Asia Pacific world's biggest social network market, Europe the most engaged

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The Independent Tech

The Asia Pacific region is home to the world's biggest but least engaged social networking markets, according to a report released this week by internet analysts comScore.

The report titled "The Rise of Social Networking in Latin America" examined the state of social networking in Latin American and the world.

According to the report of the five global regions - Asia Pacific, Europe, North America, Latin America and Middle East-Africa - the largest social networking audience was found in Asia Pacific.

In total internet users in the Asia Pacific region accounted for 32.5 percent of the world's visitors to social networking sites. Europe was in second place with 30.1 percent of the audience, followed by North America at 18.1 percent, Latin America with 10.2 percent and the Middle East Africa with 9.1 percent.

However despite having the largest share of the world's social networking audience the Asia Pacific region was also one of the least engaged, accounting for just 16.5 percent of all minutes spend online on social networking sites.  

The most engaged users of social networking sites could be found in Europe, which accounted for 38.1 percent of all minutes spent on social networking sites, followed by  North America, which accounted for 21.4 percent of minutes spent on social networks.

Latin America and the Middle East-Africa, despite having only 10.2 and 9.1 percent of the world's social networking audience, accounted for 12.8 and 11.2 percent, respectively, of minutes spent on social networks around the world.

The report also found that in terms of unique visitors Facebook is still the world's largest social network, followed by Twitter and Windows Live.