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

Examining Usage, Perceptions, and Monetization: The Coming of Age for Social Network Sites in Asia/Pacific published by IDC in September, 2009. This report consists of Pages: 61 and the price starts from US $ 5000.

Introduction

Abstract

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.

Table of Contents

• 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

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