Some 45% of online adults worldwide say they regularly check out brands' social networking pages, such as on Facebook; however, that proportion varies dramatically across geographic regions, according to a new survey from Ipsos OTX and Ipsos Global @dvisor.

Whether attracted by contests, the lure of a great deal, a place to voice their opinion, or an affinity with a brand, many people view brands as their "friends." That's particularly true for younger people: 54% of those age 35 and younger say they regularly check out brands' social pages, compared with only 31% of those age 50-64.

Not surprisingly, women are more likely than men to regularly check out a brands social page (48% vs. 43%).

Below, additional findings from Socialogue, a 24-country survey conducted by Ipsos OTX and Ipsos Global @dvisor.

Online consumers in the US are less enthusiastic about visiting brands social pages: 35% say they do so on a regular basis. Canadians (31%), Britons (23%), and the French (18%) are even less enthusiastic about visiting social media pages.

By contrast, online consumers in India (81%) are the most likely to visit brands' social pages, followed by those in Mexico (72%), Brazil (70%), China (67%), Turkey (67%), and Saudia Arabia (64%).

About the study: Findings are from a 24-country survey of online adults conducted by Ipsos OTX and Ipsos Global @dvisor, Wave 37, September 4-18, 2012.