Interesting quote from a July 2007 ComScore report:
"While attracting global users, specific social networks have a tendency to skew in popularity in different regions [italics added, MD]. For example, both MySpace.com (62 percent) and Facebook.com (68 percent) attract approximately two-thirds of their respective audiences from North America [...] Bebo.com has a particularly strong grasp on Europe, attracting nearly 63 percent of its visitors from that region, while Orkut is firmly entrenched in Latin America (49 percent) and Asia-Pacific (43 percent). Friendster also attracts a significant proportion of its visitors (89 percent) from the Asia-Pacific region. Both Hi5.com and Tagged.com exhibit more balance in their respective visitor bases, drawing at least 8 percent from each of the five worldwide regions."
Couple this with danah boyd's research on class divisions between social networking sites (MySpace and Facebook in particular), and a fascinating online/offline mashup emerges. Cyberspace as 'glocal' socio-cultural reproduction tool, anyone?