亞洲太平洋地區社交．網路．網站市場：利用、認知、事業化的驗證

Examining Usage, Perceptions, and Monetization: The Coming of Age for Social Network Sites in Asia/Pacific

出版商	IDC
出版日期	2009年09月	商品編碼	101975
內容資訊	英文 Pages: 61
價格	US $ 5000 PDF by E-mail (Single user license)

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亞洲太平洋地區社交．網路．網站市場：利用、認知、事業化的驗證 是由出版商IDC在2009年09月所出版的。這份英文市場調查報告書包含Pages: 61 價格從美金5000起跳。

This IDC study provides insights to the consumers' usage, motivations, preferences, and opinions of social network sites (SNSs) in Asia/Pacific. Using surveys conducted in seven key markets, the study also examines the dynamics behind users' dropout and retention, as well as monetization possibilities for these platforms. Implications of the results are further discussed, with conclusions to which future developments of the market are proposed.

"SNSs are steadily encroaching upon other online communications platforms, such as email, instant messaging, and photo sharing services. It stands to reason that the more contacts that users have on their SNSs, the more likely they are to use these platforms to interact, at the expense of the other incumbent online communication platforms. While this does not bode well for the other types of online applications, the test for SNS stakeholders is to achieve that goal of turning their platforms into one-stop portals for socializing and communications," says Debbie Swee, market analyst, Emerging Technologies Research, IDC Asia/Pacific.

IDC Opinion
In This Study

Introduction
Definition and Taxonomy
Methodology

Sample Definition
Sample Achievement
Quotas
Profile of Sample

Situation Overview

Usage of Social Networking Services

Demographic Profiles for Weekly Users of Individual Social Network Sites

Motivations Toward Social Network Sites

Factor Analysis and Segmentation of the User Market

Switching Behavior
Social Network Sites on Mobile
Content Preferences
Imagery of Social Network Sites
Advertising and Monetization of Social Network Sites
Befriending Amid Privacy Concerns

Future Outlook
Essential Guidance
Learn More

Related Research
Synopsis
Appendix

Table: Sample Achievement for Total Respondents
Table: Sample Achievement for Age Subgroups
Table: Factor Analysis — Total Variance Explained
Table: Factor Analysis — Rotated Component Matrix
Figure: Taxonomy of Social Networking Services
Figure: Gender
Figure: Mean Age
Figure: Age
Figure: Occupational Status
Figure: Mean Weekly Duration of the Active Use of Internet
Figure: Usage Pyramids of Notable Social Network Sites by Country
Figure: Dual Weekly Usage of Facebook Versus MySpace in Australia
Figure: Market Share of Social Network Sites by Country
Figure: Number of Social Network Sites That Users Are Aware of
Figure: Number of Social Network Sites Users Log-In to Weekly
Figure: Triple Weekly Usage of Friendster Versus Facebook Versus Multiply in the Philippines
Figure: Frequency of Log-Ins Per Week
Figure: Social Network Sites Weekly User Profiles
Figure: Uses and Gratifications Toward Social Network Sites — Topbox Endorsements
Figure: Market Segmentation by Motivation, Demographics, and Social Network Sites Usage
Figure: Incidence of Switching Social Network Sites
Figure: Main Social Network Site Prior To Substitution
Figure: Reasons for Switching Main Social Network Site
Figure: Awareness and Usage of Social Network Sites on Mobile
Figure: Proportion of Access Time Via the Mobile Versus PC
Figure: Preferred Improvements to Drive Trial of Mobile Social Network Sites
Figure: Preferred Origin of Content on Social Network Sites
Figure: Endorsements of Interested Content Types on Social Network Sites
Figure: Image Endorsements of Social Network Sites in Australia
Figure: Image Profiles of Social Network Sites in Australia
Figure: Image Endorsements of Social Network Sites in China
Figure: Image Profiles of Social Network Sites in China
Figure: Image Endorsements of Social Network Sites in India
Figure: Image Profiles of Social Network Sites in India
Figure: Image Endorsements of Social Network Sites in the Philippines
Figure: Image Profiles of Social Network Sites in the Philippines
Figure: Image Endorsements of Social Network Sites in Singapore
Figure: Image Profiles of Social Network Sites in Singapore
Figure: Image Endorsements of Social Network Sites in Thailand
Figure: Image Profiles of Social Network Sites in Thailand
Figure: Types of Acceptable Marketing on Social Network Sites
Figure: Perceptions of Widget Advertising on Social Network Sites
Figure: Average Number of Contacts on Main Social Network Site
Figure: Breakdown of Contact Types on Main Social Network Site
Figure: Mean Levels of Willingness to Share Personal Information
Figure: Aided Awareness of Social Network Sites
Figure: Users Registered on Social Network Sites
Figure: Weekly Log-In to Social Network Sites