Use of social media platforms in the Asia-Pacific (APAC) is as diverse as the peoples that populate the region, found the second Social Media Monitor study by Accor Asia Pacific.
Social media has penetrated the holidays of APAC travellers at an average rate of 70 per cent, with China (84 per cent), Vietnam (83 per cent) and Indonesia (82 per cent) being the most active users.
On the other end of the spectrum are travellers from Australia, New Zealand and Japan, with roughly 40 per cent of tourists from these markets using social media on trips.
Across APAC, travellers spend an estimated 2.8 hours per day on social media platforms while tourists from Indonesia, Malaysia and Thailand interact on social media for about four hours a day.
While results show that social media has penetrated the holidays of APAC travellers, different markets displayed a preference for different types of social media. Read more here.