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.

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.