Facebook has become the main social network in the Philippines, Indonesia, Malaysia, Vietnam and Singapore, countries in which other networks, like Friendster, used to be the main ones. According to data from comScore, 50% of Asian Internet users visited a social networking site in Februray 2010.

Competing brands of Facebook are Orkut (in India), Mixi (in Japan), Cyworld (Korea) and Wretch.cc (in Taiwan). In some markets, such as the Philippines, Australia and Indonesia, social networking is one of the most popular Web activities reaching nearly 90 percent of the entire Internet population.