The FINANCIAL -- In emerging Asia-Pacific markets, social networks are widely popular among internet users. Moreover, compared to developed markets, they are also considered more influential for consumers making brand decisions.

The March “Socialogue” study by global research firm Ipsos revealed that 54% of internet users in China said they would buy a brand because a friend “liked” or followed it on a social network, almost twice the average for Asia-Pacific overall. India and Indonesia followed China, at 44% and 39%, respectively.

This data indicates that a presence on social networks for brands in Asia-Pacific is essential for more than just exposure, but also sales, as more consumers warm up to online purchases. emarketer estimates that users in China, India and Indonesia will spend an average of $489, $721 and $613, respectively, online in 2012.

Granted, emarketer ’s figures include travel purchases, which account for nearly 80% of online spending in India, for example. As emarketer reported, still, as B2C websites in these markets improve delivery, security and payment options, the total discovery-to-purchase cycle is making a noticeable shift to online. While the value of “likes” and followers on social media in the West continues to be debated, the data indicates that for brands, being on social in Asia-Pacific is becoming essential.

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