Emerging markets show greater trust in social media

According to the Pew Research Center's recent Global Attitudes Project, Indonesia and Russia both contain the highest percentage of social network users worldwide, eMarketer reports.

At 86 percent each, the penetration of both countries is far greater than the United States' 60 percent, an indication that marketing efforts in emerging areas may not be in vain.

India also saw a higher percentage than the U.S. at 72 percent, with Mexico and China not far behind America at 59 percent and 56 percent, respectively.

Similarly, the news source cites a global study of people's online attitudes and behaviors, the TNS Digital Life 2011 survey, which found that India had the highest percentage of social network users who believe the sites represent a good place to make purchases (28.1 percent).

Brazil followed at 17.3 percent, with Mexico, Indonesia and China all close behind. Many countries including the U.S. registered negative percentages, proving that trust in sites such as Facebook or Twitter hasn't fully been reached yet.

"Social media marketing is important in the U.S. and other developed markets, but higher levels of trust in emerging markets suggest that social networks can play a bigger role in the purchase cycle there," eMarketer adds.