w w w. i n s i g h t x p l o re r.

c o m

2012

InsightXplorer Limited
1 0 0 5 6 4 : 0 2 3 3 2 2 . 2 8 8 2 : 0 2 3 3 2 2 . 2 8 3 8

1. 

2. 

1. 

2. 

10

1. 

10

2. 

13

3. 

14

4. 

21

5. 

28

6. 

35

7. 

42

8. 

48

9. 

57

61

Social
facebookLineTwitter

2012

Twitter

1.
l
l
l

ComScore MMX Metrix

20127

2.
l
l
l
l

15
2012/6/29~2012/7/24
IX Survey
N=3,30695%1.7%
201208

1712

51.8%

1594

48.2%

15-19

638

19.3%

20-24

377

11.4%

25-29

419

12.7%

30-34

458

13.8%

35-39

409

12.4%

40-44

321

9.7%

45-49

258

7.8%

50

426

12.9%

Jul 2012


1.

l
l
l

96.8%1,141
23.6%

facebookYahoo! Plurk
MSN

()()

6810
1112
64
3.77
2.83

96%

47%

20%

58%

34%

l l l l

(46%)

l
(63%)
(45%)
(59%)

l l l

(41%)

(44%)
(44%)
l
(52%)

l l

(40%)
(43%)
(43%)

l
711 12
1
810 89
(28%)
(
37%
l
40%)
810
(31%)
l 4.51

l l l
611 612
l
612
l 810 l 810 l
(
l 810 (
(40%) 29%
32%
34%)
36%)
l 4.19
l 4.55

l l l l l
()
(40%)
()
(55%)
()
(70%)
(61%)
(64%)
l
l
()
(44%)
l
l
l
()
(38%)
()
()
l
(47%)
(58%)
(53%)
(42%)
l
()
l
(37%)

(51%)
l
l l
(70%)
(58%)
(84%)

l l
(44%)
(81%)
l
l
(33%)
(46%)
l (33%)
l (29%)
l Facebook
l Windows Live
l
Messenl Plurk
l Line
l Facebook
l Yahoo!
ger(MSN)
l Twitter
l What's app
l Google+
l Pixnet
l Yahoo!
l
l Skype
l Xuite
l Skype
l Google+
l
l (45%) l

l (62%) l
(77%)
(71%)

(39%)
l (62%)
l (64%)
l 9
11
l l l

20%
l
20%
10%
10%
9%~13%
15%
20%

l
l
(4.42)
l (4.91)
(4.87) (4.41) l

(4.87) (4.36)

l (5.04)

l
(4.71) (4.91)

(4.85) l
(4.71) (4.77)

4.53

(3.9) l (3.98) l
l (2.83) l

(3.98)

(3.87)
(4.06)

4.72
(5.1)

(5.04)
(5.02)


l
l
l

45.5app
facebookLineWhats appSkype
()(64%)
()(53%)(51%)
85%
(69%)(47%)
(31%)
(51%)(43%)
(37%)(37%)

27%

2.

l
l
l

l l l l

)
l
l l
l

l l l
l
()

l l
l

()

()
l l
l
l
()
l

l
l
(

)
l

l
l

l
l l

l
l

l
l

l l

l
l

(6)
(22%)(17%)(19%)
(19%)(23%)

(3.32)
(4.4)(4)
(4.34)(3.8)
(3.03)(4.28)


1.
Forrester

1~6
3

22.8%

28.9%

48.8%

43.8%

53.4%

63.4%

53.7%

l
l
l
l
l
l
l
l
l
l
l
l
l
l (Facebook)
l (Facebook)
l ()
l (Facebook)
l
l
l
l
l
l BBS()
l
Jul 2012

10

(Factor Analysis)
(Cluster)

4.28

1.75

1.86

1.41

1.97

4.20

3.03

2.31

1.92

1.71

4.59

3.80

2.81

2.56

2.17

4.56

4.34

2.13

2.20

2.04

4.84

4.27

4.00

1.65

2.70

4.91

4.56

4.40

2.15

2.84

4.67

3.56

4.04

3.32

1.97

3
Jul 2012

(25%)35
(21%~24%)
(9%)
34
(25%~27%)24
(21%~23%)

11

22.4%

17.2%

18.6%

18.7%

23%

(6)

2.2

2.17

BBS()

3.08

3.62

4.58

Jul 2012

12

2.
comScore Media Metrix
2012796.4%1,134
23.4%3
18

facebook
facebook
(61%)
(55%)
47%53%
20%
26%(67%)
(36%)(72%)

(37%~39%)
(45%)(43%)

13

3.

(63%)(52%)
(44%)(43%)

15~19

(50%)(46%)
(73%)
(67%)

14


()(70%)
()(47%)(40%)
(38%)

()(34%)
()(23%)(23%)
(33%)
(35%)(25%)

15


(84%)
(46%)
(35%)(34%)
3C
1930~39
35

16


comScorefacebookGoogle+
1096%
facebookGoogle+4%
(77%)(62%)

facebook
facebook
Google+
facebookfacebook

17


810%6
81012
1020%
6810
40%12

18

245
50%

64.55(4.91
)
(4.87)
(4.87)
2.83(4.48)
1.65

4.71
4.684.61


19

4.36

()

4.91

4.87

4.87

4.86

4.86

4.69

4.62

4.51

4.48

10

2.83
4.55

Jul 2012

facebook
99%
(63%)(52%)

()(70%)
()(47%)(84%)
(46%)

Google+

facebook

10%20%612
81040%

64.55(4.91)
(4.87)(4.87)(2.83)

20

4.

(45%)(44%)
(43%)

15~19

(58%)(44%)
(36%)(42%
46%)(31%)

21

(40%)
()(38%)()(37%)

2930
()

(37%)(36%)(20%)(20%)
47%

22


(58%)
(44%)(33%)

3C

23


comScoreYahoo! Blogs
Yahoo
(62%)
(29%)(17%)

facebook

24


610%5%~7%
681029%11
6
7%~10%6810
34%11

25


64.19(4.42
)

(4.41)(4.36)
(3.9)(3.98)

4.41

26

4.42

4.41

4.36

4.34

4.3

4.11

()

4.08

3.99

3.98

10

3.9
4.19

Jul 2012

47%

(45%)(44%)
(43%)

(40%)
()(38%)()(37%)
(58%)
(44%)(33%)

comScoreYahoo! Blogs

(62%)

10%611
81029%34%

64.19(4.42)
(4.41)(4.36)
(3.9)(3.98)

27

5.

(59%)(44%)
(43%)

20~29

(50%)

28

()(61%)
()(58%)(31%)
()(26%)

(21%)(19%)
(29%)
()(21%)

29


(70%)
77%
(33%)(29%)

(28%)

3C

30


comScorePurk.com
PlurkTwitter
Twitter

(45%)(39%)
Plurk
Twitter(31%),
(49%)

31


612
15613%68
20%81032%
101220%
9%~13%68
20%81036%
111225%

32


64.53(4.77)
(4.72)
()
(4.71)
(3.98)
43
4.71

33

4.77

4.72

()

4.71

4.71

4.7

4.64

4.53

4.3

4.26

10

3.98
4.53

Jul 2012

20%
(59%)
(44%)(43%)

()(61%)
()(58%)(70%)
(33%)(29%)

comScorePlurk.com
Twitter

(45%)(39%)

9%~13%6
1281032%36%

64.53(
)(4.71)(3.98)
4

34

6.

(//
)(46%)(41%)
(40%)

(55%)
(//)5

35

(55%)
(44%)(42%)

36

(81%)
(24%)

37


Windows Live Messenger (MSN)(81%)
Yahoo!(69%)Skype47%

(71%)(64%)

facebook
2013Windows Live Messenger (MSN)
Skype

38


97
20%837%11
15%7
81040%11

39


64.51(
)(5.04)(4.91)

(4.85)(4.77)
(3.87)(4.06)

40

()

5.04

4.91

4.85

4.77

4.66

4.48

4.27

4.2

4.06

10

3.87
4.51

Jul 2012

(//)(46%)
(41%)(40%)

(55%)
(44%)(42%)
(81%)

Windows Live Messenger (MSN)(81%)

Yahoo!(69%)
(71%)(64%)

20%15%711
81037%40%

64.51(
)(5.04)(4.91)(4.85)
(4.77)(3.87)(4.06)

41

7.

1
89.3%45.5
53.1
39.1(54.5)(53)

42

app
facebookapp78%
Line56%
facebookGoogle+appapp

()(64%)
()(53%)
51%
(63.3%)

43

44

710
1120%121
8928%9
111220%
81031%

45


64.72(5.1
)(5.04)()
(5.02)
app

46

5.1

5.04

()

5.02

4.9

4.89

4.81

4.72

4.5

4.31

10

3.87
4.72

Jul 2012

189.3%
45.5

facebookGoogle+appapp
LineWhats appSkype
()(64%)()(53%)
(51%)

10
91120%
1218928%8
1031%

64.72(5.1)
(5.04)()(5.02)
app

47

8.

(+16%)
(+5%)

(+26%)

-1.8%

-4.8%

8.4%

-1.9%

0.5%

3.9%

3.7%

-8.0%

3.7%

-12.6%

6.4%

2.6%

16.2%

-15.2%

-4.5%

3.4%

-5.1%

2.2%

-0.9%

3.8%

-9.0%

25.7%

-6.4%

-10.3%

-3.3%

-4.3%

-1.2%

8.7%

(
)

-2.0%

2.2%

0.9%

-1.1%

5.0%

-0.4%

-3.9%

-0.7%

-4.4%
3.3%
-2.4%
3.5%

Jul 2012

(+8%)(+6%)

(+8%)

48

()(+11%)
(+7%)
(+28%)(+21%)
()(+11%)(
)(+9%)(+28%)

-5.7%

-10.0%

10.8%

1.3%

3.6%

10.7%

-17.2%

6.6%

-7.7%

7.6%

1.0%

-16.7%

-6.2%

-11.3%

33.2%

-7.7%

20.8%

-5.5%

-0.5%

-7.1%

-2.9%

27.8%

-11.4%

-6.4%

-7.2%

-0.9%

6.4%

-0.8%

-10.0%

5.4%

-1.3%

-0.4%

1.2%

3.9%

-3.3%

7.3%

4.0%

3.5%

-9.4%

-5.5%

-5.2%

2.3%

1.3%

1.9%

-0.4%

-3.7%

1.0%

2.3%

4.2%

-3.9%

-2.0%

5.2%

6.4%

-2.6%

-7.0%

(
)

()

-1.4%

2.0%

2.5%

3.0%

-6.1%

-1.3%

0.0%

9.3%

-1.9%

-6.0%

1.3%

-15.3%

-13.4%

28.5%

-1.1%

-5.0%

3.2%

2.6%

5.3%

-6.1%

15.8%

-7.0%

-6.7%

-1.6%

-0.6%

5.4%

-5.9%

-5.6%

-0.6%

6.8%

0.4%

-0.7%

2.5%

-0.9%

-1.3%

-4.7%

0.4%

0.6%

4.8%

-1.1%

(
)
(
)

Jul 2012

(33%)


49

(+8%)(+13%)(+9%)
(+8%)(6%)
(15%)

5.7%

-17.8%

-3.2%

15.2%

8.5%

-8.2%

1.2%

-1.4%

1.3%

12.9%

-4.8%

-9.4%

-2.1%

-1.6%

4.7%

-1.0%

0.3%

-1.1%

2.7%

-1.9%

0.7%

-2.8%

6.4%

-4.3%

-3.6%

5.3%

-2.0%

0.3%

-3.8%

2.7%

-0.8%

1.9%

-0.4%

9.2%

-4.8%

-4.0%

-3.5%

-4.0%

8.5%

-1.0%

3C

0.4%

3.7%

-1.8%

-2.2%

-3.8%

1.6%

-1.7%

3.8%

-1.4%

1.2%

-1.1%

1.3%

0.0%

-1.3%

-1.1%

2.4%

-2.6%

-1.5%

0.3%

3.8%

4.4%

1.8%

-2.6%

-3.6%

Jul 2012

50

1.4%

-2.2%

3.0%

-2.2%

21.1%

-23.7%

-14.5%

17.1%

1.7%

5.6%

-13.2%

5.9%

-7.4%

4.8%

0.7%

1.9%

-9.8%

6.9%

6.2%

-3.3%

-4.6%

4.1%

0.2%

0.3%

-1.9%

6.0%

-0.8%

-3.2%

2.2%

-0.7%

2.3%

-3.9%

-5.2%

-0.5%

13.2%

-7.5%

3.9%

-3.4%

2.0%

-2.5%

-1.3%

3.1%

0.9%

-2.6%

Jul 2012

51


812
8

52


7
11

53


(4.62)
(4.51)(5.04)
(4,91)(4.77)(4.27)
(5.1)(5.04)(4.89
)(4.81)

4.91

4.08

4.71

5.04

5.02

4.75

4.48

4.41

4.64

4.77

4.72

4.61

2.83

3.90

3.98

4.27

3.87

3.77

4.86

4.11

4.77

4.91

4.90

4.71

4.87

3.98

4.71

4.48

4.89

4.59

4.62

4.42

4.30

3.87

4.50

4.34

4.69

4.30

4.53

4.20

4.81

4.51

4.51

3.99

4.26

4.06

4.31

4.23

4.86

4.36

4.70

4.66

5.04

4.73

4.87

4.34

4.72

4.85

5.10

4.78

4.55

4.19

4.53

4.51

4.72

4.50

Jul 2012

64.5

(4.72)

(4.55)

54

l
l
l
l
l
l

l l l l

)
l
l l
l

l l l
l
()

l l
l

()

()
l l
l
l
()
l

l
l
(

)
l

55

l Facebook

l Yahoo!

l Google+

l Pixnet
l Xuite

l Plurk
l Twitter
l

l
l Windows Live
Messenl
ger(MSN)
l
l Yahoo!
l
l Skype
l

Facebook
Line
What's app
Skype
Google+

l
l

l
l

l
l l

4.55

4.19

4.53

4.51

l
l

4.72
l

l l

l
l

56

9.

85%
(37%)
(37%)

57


(69%)
(47%)
31%24
53539
4

58


(51%)(43%)

59

27%21%
15%Banner25%

85%
(69%)(47%)
(31%)
(51%)(43%)
(37%)(37%)

27%

60

IX Surveypanel
CyberPanel-TaiwanIX Survey

(Internet Audience
Measurement)2011
comScoreAROcomScore

Contact us
www.insightxplorer.com
sales@ixresearch.com

61