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ICA presentation in Singapore. 26 June 2010
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Michael Netzley, PhDhttp://communicateasia.asia
Asia’s Social Media Map and Users’ Online Behavior
Two Premises
Ethnocentric Bias
Fragmented Markets
Predominantly American and western European perspective in PR research
- K. Sriramesh
Same pattern in social media discussions
“Asia” is often used as a geographic generalization. • 4+ billion people• 47 countries• 2000 spoken languages• Economic, political, religious, & historical diversity• Reflected in media use
Why Map Asia’s Digital Space?
The western-centric conversations overlook what is unique and important about digital media in Asia. Here you will find the world’s most advanced mobile market, many of the world’s leading information societies, the largest Internet market, and leading media companies which have bested global competitors such as Google, Yahoo, My Space, Facebook, and many others).
22% 21% 19% 18% 17% 16% 16% 15%
29% 29% 28% 27% 26% 26% 25% 25%
34% 35% 38% 39% 40% 41% 42% 43%
9% 9% 9% 9% 10% 10% 10% 10%
5% 6% 6% 6% 7% 7% 7% 7%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012
North America Europe
Asia, Asia Pacific, and Oceania Latin America and Carribean
Middle East and Africa
Pe
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Source: JupiterResearch Worldwide Internet Population Model (3/08) Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech, SG
Asia: Fast-Growing Internet
ICT Development Index (2002-07)Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007
Sweden 1 7.50 1 6.05
Korea (Rep.) 2 7.26 3 5.83
Denmark 3 7.22 4 5.78
Hong Kong, China
11 6.70 12 5.10
Japan 12 6.64 18 4.82
Australia 14 6.58 13 5.02
Singapore 15 6.57 16 4.83
Malaysia 52 3.79 50 2.74
Thailand 63 3.44 70 2.17
China 90 3.11 73 1.95
Measuring Internet Societies with ICT Development Index
• The ICT Index illustrates the level of advancement of information and communication technologies (ICT) across more than 150 countries and compares progress made between 2002 and 2007.
• Various factors were incorporated into the index:
– ICT infrastructure and access: Available infrastructure and individuals’ access to basic ICTs.
– ICT use and the intensity of use: Actual use of ICTs and level of intensity of use.
– ICT skills: Proxy indicators like level of education and literacy.
Leading Internet Markets
Countries Number of Netizens Country Population Internet Penetration (%)
China 338,000,000 1,338,612,968 25.3%
Japan 94,000,000 127,078,679 74.0 %
South Korea 37,475,800 48,508,972 77.3%
Developing Internet Markets
Countries Number of Netizens Country Population Internet Penetration (%)
India 81,000,000 1,156,897,766 7.0 %
Taiwan 15,143,000 22,974,347 65.9 %
Hong Kong 4,878,713 7,055,071 69.2 %
Singapore 3,104,900 4,657,542 66.7 %
Catch Up Internet Markets
Countries Number of Netizens Country Population Internet Penetration (%)
Philippines 24,000,000 97,976,603 21.1 %
Vietnam 21,524,417 88,576,758 24.3 %
Malaysia 16,902,600 25,715,819 65.7 %
Follower Internet Markets
Countries Number of Netizens Country Population Internet Penetration (%)
Indonesia 25,000,000 240,271,522 10.4 %
Thailand 13,416,000 65,998,436 20.3 %
Source: Thomas Crampton
National Networks Vary
Wikis Social Networking Search Engines
China Hudong Renren (formerly known as Xiaonei)
Baidu
Japan Wikipedia Japan Mixi Yahoo Japan
South Korea Wikipedia Korean & Naver Dictionary
Cyworld Naver
National Networks Vary
Blog Service Provider Email File Sharing Application
China Blogbus 163.com Xunlei
Japan FC2 Yahoo Mail Japan Share
Share (ソフトウェア)
South Korea Tistory Hanmail by Daum ClubBox
SG 2009: Behavioral Preferences
0 10 20 30 40 50 60 70 80 90 10
0
Watch Videos
My SNS
Visit Friends' SNS
Leave Comment Blog
Upload Videos
Personal Blog
On-line Ratings
Microblog
wiki contribution
© 2009 Michael Netzley, research.
30+ 20-30 <20
n = 480
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Watch Videos
My SNS
Visit Friends' SNS
Leave Comment Blog
Upload Videos
Personal Blog
On-line Ratings
Microblog
Wiki Contribution
© 2010 Michael Netzley, research. 30+ 20-30 <20
SG 2010: Behavioral Preferences
n = 578
Grew 308.5% Compare to 2009 Results
SG: Why We Go Online
Digital Media Across Asia Wiki
Internet Blocking and Communication Risk
Bibliography
• Shriramesh, K and D. Vercic (2009) Chapter 3: The Relationship Between Culture and Public Relations. The Global Public Relations Handbook: Theory, Research, and Practice, pg 52.
• International Telecoms Union (2009) Measuring the Information Society: The ICT Development Index. Accessed online at http://www.itu.int/ITU-D/ict/publications/idi/2009/index.html
• Digital Media Across Asia Wiki at http://comm215.wetpaint.com/