India's digital natives

Nearly 10% of the world's under-25 population live in India, and they "are shifting their career aspirations and social life to the digital world," India's Economic Times reports. The study, by Tata Consultancy Services, surveyed 14,000 high school students in 12 cities and found that over 93% of respondents "were aware of social networking sites and used it in some way in their daily life. Bangalore students are "leading the pack, as 66% of them said they were active on blogs and social networking sites, compared with 39% nationally." Nine percent of them use Second Life and MySpace and do podcasting. "Among social networking sites, [Google's] Orkut was most preferred, followed by Facebook, while Google continued to be the most preferred source of information." Careers that top their list are the ever-popular IT and engineering, but "other fields like travel and tourism, media & entertainment are emerging as professional choices." The US and UK are the top picks for overseas university study (40% want to go to the US), but Singapore and Dubai "are preferred by one in five students in Chennai and Cochin, respectively, as top choice for overseas education."

Will India switch to Facebook?

Facebook has serious designs on India, but "for years [Google's] Orkut has dominated the Indian social-networking scene," Business Week reports. Facebook added Hindi and five other Indian languages last month, bringing the total number of languages it supports to 57, "with several dozen more in the works." Some question why, though, since such a high percentage of India's Net-using population speak English, especially connected young urbanites. The real draw for Facebook, probably, is English-speaking friends overseas who already use Facebook. A New Delhi-based source told Business Week that none of her US friends use Orkut, so she had to join Facebook. On the other hand, globally, linguistic diversity and issues may not be the issue so much as differences in how digital media and technologies are used from country to country, an interesting piece in Ad Age suggests, also using India as an example.

Latin America's social Web

Hi5.com is No. 1 in Latin America's social-networking scene, according to fresh figures from comScore, and social Web use as a whole is growing fast there. The number of unique visitors for the region has grown "from 53.6 million unique visitors last June, to 61.6 million this past April" (the latest figure available), VentureBeat.com cites comScore research as showing. Hi5 had 12.8 million visitors in April, "about a quarter of its 45 million monthly visitors around the world." Facebook (whose worldwide user figure for April was 116.4 million compared to MySpace's 115.7 million) was the fastest-growing SNS in the region and had 7.7 million Latin American visitors in April. One possible explanation for Hi5's popularity might be its linguistic tailoring for individual markets - e.g., "two new Spanish versions, for the Argentinian and Castilian dialects, with more dialect translations to come." It also launched a Brazilian Portuguese version in March to compete against [Google's] Orkut." Other growth sites to watch are Sonico, Batanga, and Vostu (for people to create their own social sites), VentureBeat reports. Having said all that, VentureBeat adds that blogging is still more popular than social networking in Latin America, with blogging services such as WordPress, Blogger, and local platforms "larger than Hi5 or any of its competitors," and mobile social networking is exploding (66% of Latin Americans own mobile phones, compared to the worldwide average of 46%).