Internet users in the Middle East and China are the busiest and most enthusiastic, a study has revealed.
Emerging markets are overtaking western Europe and North America in social networking, according to the digital life survey by market research firm TNS.
The survey of nearly 50,000 people in 46 countries ranked nations according to how much time people spend online and their attitudes to technology.
Egypt, Saudi Arabia and China emerged as global leaders with around 55% of the sample populations found to be highly engaged in the internet, compared with only 42% in the UK and the US.
Turkey is the only European country to appear in the top ten.
In contrast to more developed markets, people in China, the Middle East and Latin America spend more time on social networking than e-mail, the study found.
Mobile access is boosting internet use in these regions, where people are more likely to post blogs, photos and videos online and value internet access more highly than in more developed markets.
Advertising agencies have seen rapid growth in marketing expenditure in China and Brazil, and believe these countries and the internet will drive growth in the marketing industry, according to the Financial Times.
The study found that 61% of people with internet access used it daily, but only 54% watched television every day, 36% listened to the radio and 32% read newspapers.