insightxplorer monthly report_201104

2011 04

ARO ARO -.......3 2011 04 .....15

IX Survey .......22 ...........28 ...........40 Mobile Web Experience Frustrates Heaviest Users.....48 Media Content Drives Tablet Purchase Intent...51

2011 04 .......54

2

ARO -

Interactive Advertising Bureau (IAB) 4 2010 2010 260.4 2009 226.6 14.9% 1: IAB 2009 vs. 2010

: IAB Interactive Advertising Revenue Report; Apr 2011

(IAMA) 3 1 2010 85.51 2009 22.36% 61.6% 31.15% IAMA 2011 16.55% 99.67

2: IAMA 2007 -2011

: IAMA ; : 2011 3 1

eMarketer 2010 16.9%2011 18.4%2015 1/4 2010 38.6% 40%

3: eMarketer 2009 -2015

: eMarketer TV Ad Spending Largely Unaffected by Growth Online; Mar 2011

IX Survey 41.7%

4: ()

: InsightXplorer IX Survey Base: N=2,165; : 2011 3

(56.9%) (49.3%) 5: ()


IAB 2009 2010

6: IAB 2009 vs. 2010

: IAB Internet Advertising Revenue Report; Apr 2011

ARO 3C 3C

1: 2010 11 -2011 4

: InsightXplorer ARO ;: 2010 11 -2011 4

7: 2010 11 -2011 4


ARO 85% 3-4 95% 4 / / 8: 2010 11 -2011 4


2011 4 UNIQLO Neutrogena Garnier

Estee Lauder Lancome Paris SKII Lancome 4 2: 2010 11 -2011 4


90-95% 12 95% 9: 2010 11 -2011 4


Pizza Hut SUNTORY

3: 2010 11 -2011 4


IX Survey /(51.0%) (26.5%)(26.4%)

10: /()


3C 3C Apple iPhone iPad 3C 3C 3C ARO 3C 75% 11-12 ( 95%) 4 ( 90%) 12

4

11: 2010 11 -2011 4 3C


3C ASUS ACER Sony Style

4: 2010 11 -2011 4 3C


IX Survey 1 3C 3C 3C (39.9%)/ (24.8%)(24.1%)/(Blog)/ 3C

12: 3C ()

: InsightXplorer IX Survey3C Base: 3C N=2,749; : 2011 1

1. Interactive Advertising Bureau (IAB) 4 2010 2010 260.4 2009 226.6 14.9% 2. IAMA 2010 85.51 2009 22.36% 2011 16.55% 99.67 3. eMarketer 4. IX Survey 41.7% 5.

IAB 2009 2010

6.

ARO 85% 3-4 95%

7.

90-95% 12 95%

8.

IX Survey

9. ARO 3C 75% 11-12 ( 95%) 4 ( 90%) 12 4 10.

IX Survey 1 3C 3C

ARO 2011 4

ARO 2011 4 ARO ARO ARO (%)() Web (%) ARO 2011 4 ,

(18-22 )

(23-27 ) (25-34 4 ) 3C

(40 ) ISP

2011 4 ARO % 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 3C 100% 3C Blog 12.40% 3C ISP 4.78% 3C ISP Blog 3.09% ISP 5.32%

SourceInsightXplorer , 2011 4

2011 4 () Yahoo! Facebook (18-22 ) YouTubeXuite (23-27 ) Live.com (25-34 4 ) BlogspotHiNetMicrosoft (40 )

2011 4

1 Yahoo! 2 Facebook 3 Google 4 5 6 YouTube 7 yam 8 Live.com 9 PChome

Yahoo! Facebook YouTube Google yam Xuite Live.com Blogspot

Yahoo! Facebook Google YouTube Live.com yam Blogspot Xuite

Yahoo! Facebook Google YouTube PChome Blogspot HiNet Microsoft

Yahoo! Facebook Google YouTube PChome yam Xuite HiNet

10 Blogspot


2011 4 Web () Web Yahoo! Facebook (18-22 )Plurk (23-27 ) Live.comHiNet104 MSN (25-34 4 )Mobile01udn (40 ) BabyHome

2011 4 Web Yahoo! Facebook Google YouTube Plurk Live.com Yahoo! Facebook Google Live.com YouTube HiNet 104 MSN Yahoo! Facebook Google Live.com Mobile01 udn YouTube PChome Yahoo! Facebook Google BabyHome YouTube Live.com PChome

1 Yahoo! 2 Facebook 3 Google 4 5 YouTube 6 Live.com 7 8 9 PChome 10


2011 4 () (18-22 ) (23-27 ) 518 yam PChome (25-34 4 ) Mobile01udn HiNet MicrosoftGoogle (40 ) YouTube104 BabyHome GoHappy

2011 4 ( ARO 20 )

1 Facebook 2 3 Mobile01 4 YouTube 5

Facebook YouTube Mobile01

Facebook 518 YouTube momo Yahoo! 104 yam PChome

Facebook Mobile01 udn Yahoo! YouTube HiNet Microsoft yam Google

YouTube Facebook 104 momo Yahoo! BabyHome GoHappy

6 momo 7 8 9 10 Yahoo! Yahoo! yam


2011 4

YouTubeXuite Plurk

Live.com Live.comHiNet104 MSN 518 yam PChome

3C BlogspotHiNetMicrosoft Mobile01udn Mobile01udn HiNetMicrosoftGoogle

ISP BabyHome YouTube104 BabyHome GoHappy

2011 04 (IX Survey ) 10-79 2011/04/23~2011/04/24 4,341

2011 04 04 23 04 24 4,341 2011 03 76.1% 23.9%

2~3 1 37.7% 1 1 () 23.3% 20-24 1 1 22.1%

35-39

(45.2%) 19 25-29 (42.4%) (23.8%) 24

MV 39.9% 24 (38.5%) 30-34 29.9%) 19

1 35.9% 19 31.7% 30-39 1 2 21.7% 40

(61.2%) 20-24 (38.8%) 40

61.1% 35 (38.9%) 19

73.5% (26.5%)

1 MV

2011 05 (IX Survey ) 10-79 2011/05/07~2011/05/08 4,010

2011 05 05 07 05 08 4,010 2011 03

(50.8%) 35-39 (30.3%) 29 (19.9%) 40

(20.8%) (19.0%)(18.6%)

(43.0%) 40 (25.7%) (13.3%) 35-39

3-4 (40.9%)

2 (38.4%)(11.8%)3-4 2 30-34 19

4-6 (52.9%) 7-9 (25.3%) 10 ()(18.7%)

(72.5%) 30-39 (18.4%)(15.9%) 19

(51.1%)

(35.4%) 20-29 35-39 24.2% 20-34

(36.7%)(36.3%) (19.2%)

(35.2%) 39 (33.1%) (31.1%)

(60.7%) (59.5%) 40 (18.9%)

27.3% (25.7%) 24 (26.3%)

1. 2. 3. 4. 5. 6. 3-4 4-6

2011 05 (IX Survey ) 10-79 2011/05/14~2011/05/14 3,834

2011 05 05 14 05 14 3,854 2011 04 (48.3%) 29 (44.1%) 30-34 40 (7.6%)

(58.6%) 24 Yahoo! (27.6%) 30 PIXNET (12.1%) 30-39

(51.6%)(35.6%) Facebook (25.7%) 24

(32.2%) (21.7%)(15.3%) 20-29 19

Facebook(82.7%)(29.8%) 29 Plurk (24%) 20-24

Facebook Facebook Facebook () (58.5%) 29 (18.1%) 40 (10.5%) 40

Facebook Facebook (59.6%) 29 (46.5%) 20-29 44.2% / My Fishbowl 24

Facebook Facebook 1~5 (40.5%) 6~10 (20.4%)30 (15.3%)

Facebook (42.8%) 30-39 (34.9%) 19 (34%) 24

Facebook(65.7%) 20-24 Windows Live Messenger(59.5%) 25-29 Skype(18.9%)

32.5% (23.1%) 19 (22.2%) 30-34

1. 2. 3. 4. 5. 6. 7. Facebook Facebook Facebook Facebook Facebook

Mobile Web Experience Frustrates Heaviest Users

2011 1 YouGov Antenna Software 20% 45 7%

44% 38% 36% 29% 45 55 18-24

PC

http://www.emarketer.com/Article.aspx?R=1008264

Media Content Drives Tablet Purchase Intent

(BCG)

1,010 (BCG) 70% 2010 2,400 2009 300 80% iPads. 2010 1,280 450

eMarketer (IDC)

5 10

http://www.emarketer.com/Article.aspx?R=1008297

2011 4

2011 4

// NFC Google() MasterCard() Android (NFC)

Yahoo Search Direct

Google Instant

Yahoo Search Direct Google Google Instant

Google Talk Guru

Google Google Talk Guru

Windows IE9

Windows Internet Explorer (IE) 9

Google Gmail

Google ""

+1

Google Inc.Facebook Inc.

Facebook iPhone

Facebook iPhone

IE9

HTML5

IE9 HTML5 YouTube Live HuluNetflix

YouTube Live Google YouTube Hulu Netflix

Trove

(Washington Post) Trove 1

Clique

"" "" Clique

Storify

Storify

email facebook send

email facebook

Google Google Nexus One Nexus S Google LG

Groupon

Groupon Google Groupon

80 1980 90

120

adap.tv

5

PChome

PChome Online 49656

Yahoo!

Yahoo! 10

C2C 3 B2C C2C

iPeen CyberAgent 100

Google Places QR Code NFC

Google QR Code NFC()

FacebookTwitter

IBM

SmartCloud

IBM SmartCloud

Google 9 6

Nortel() 9 Google

MicrosoftToyota

MicrosoftToyota Windows Azure

83.48 momo

momo 51 4

Yahoo PChome

4/6PChome 150 229 52%

5 4 RENN 5.84

SNS

C2C

3 S 5

Dropbox 2500 25

2007 Dropbox 1 400 2500 2 ( 5 100 )

eBay Where.com

eBay Where.com1.35Where.com

Amazon Kindle

Amazon Kindle Library Lending Kindle Kindle app 11000

Yahoo Facebook IntoNow

IntoNow iOS ""4~12

CNNMoney

EC2 Reddit 70 CNNMoney

32.5

1 32.5 67IT

Firefox 4 IE9 StatCounter NetApplications Firefox 4 Internet Explorer 9

Bing 30%Google

Experian Hitwise Bing 30% 6%Yahoo! 5%Google 3% 65%

3 2

5 3 1.72 55 Groupon 3.5

B2C

2010 B2C Top 30

260

2010 260 15%

eBay B2B

eBay

PK

Knowledge Networks

202%

(Association of American Publishers)

2020 2410

407 Forrester Reserch 2020 2410

comScore In-App

(ARO Panel) NetRoverTM Access Rating Online (ARO ) (Internet Audience Measurement) IX Survey panel CyberPanel-Taiwan IX Survey ARO Survey [] EMAIL [email protected] TEL 02-33222882

insightxplorer monthly report_201104

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