社交網路：競爭差異化策略

Social networking: competitive differentiation strategies

出版商	Ovum, Ltd.
出版日期	2008年04月	商品編碼	65923
內容資訊	英文 22 Pages
價格	US $ 1800 PDF by E-mail (Single User License) US $ 4500 PDF by E-mail (Global License)

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社交網路：競爭差異化策略 是由出版商Ovum, Ltd.在2008年04月所出版的。這份英文市場調查報告書包含22 Pages 價格從美金1800起跳。

2007 was the year that social networking became the norm for many Internet users, as initial strong growth pushed the user base into the multiple millions. But it was also the year that sounded warning bells for those who believe social networking represents the next frontier in online advertising revenues. A sobering slowdown in growth, combined with a more worrying drop in usage of social networking sites, has highlighted the significant challenges that the big established players, in particular, face in keeping users engaged.

This could well sway the odds in favour of some of the more specialised sites, who are able to focus on catering to the needs of different audiences. In the short term, all players will be aggressively developing new ways of making sites stickier (and more profitable) and forging new partnerships with third parties, ranging from mobile operators to application developers.

Key Messages
Market development
- Social networking companies: tread carefully on valuations
- 2007 sees high growth... and a tailing off
- User engagement is on the decline
- Social networking becomes the norm
- Normal can also mean banal
- Social networking goes global
- Facebook versus MySpace: the draw of rich media
Privacy and protection: key issues
- The importance of user control
- Who' s got my data?
- The fight for better protection
Social networking 3.0: the shape of things to come

The next big online opportunity?
The fight for revenues will get tougher
Can targeted advertising come to the rescue?
A softer, more subtle approach
New applications, new revenues?
The mobile opportunity
New audiences: getting closer to users
The draw of higher security sites
Special interest groups
More value, more revenue opportunities
Developing markets

Table of figures

Figure 1: Social networking: total visitors December 2006- December 2007
Figure 2: Average minutes per visitor: December 2006- December 2007
Table 1: MySpace versus Facebook usage
Table 2: Top online sites by genre where ads were placed, 18- 24 February 2008
Table 3: Facebook demographic profile