2012 04

ARO
ARO .........................3
2012 03 .........10

IX Survey
................17
...............................22
Marketers Targeting College Kids Should Stick
with Search........................................28
The Effect of Mobile on the Path to
Purchase...............................................31

2012 03 ..........34

ARO -


70

eMarketer2012
47.7%201674.1%58.5%

1: eMarketer 2010-2016

: eMarketer ; : Apr 2012

1

IDC2011
562

: IDC ; : Mar 2012

2

1 eMarketer: Smartphones Continue to Gain Share as US Mobile Usage Plateaus

http://www.emarketer.com/Mobile/Article.aspx?R=1008958
2 IDC2011
http://www.idc.com.tw/about/detail.jsp?id=Mzkw

3C
WIFI

3G

comScore Media Metrix 20122

1: comScore 20122

: comScore Media Metrix; : Feb 2012

ARO40%-45%
20111246.37%201112Apple iPhone 4S
Apple Inc.iPhone
3C

2: 20114-20123

: InsightXplorer ARO ;: 2011 4 -2012 3

? 2012 3 20
/ 4

3: 20123

: InsightXplorer ARO ;: 2012 3


ARO 2012 3 FETnet
emome
VIBO emome VIBO 29
52%30 /
; 4 VIBO
1: 2012 3

4: 20123

: InsightXplorer ARO ;: 2012 3


70-85% iPhone 4S

5: 201110-20123

: InsightXplorer ARO ;: 2011 10 -2012 3

comScore Segment Metrix

: :
: /

:: / emome

: /:
/:

: :
:

: VIBO

1: 20122

: comScore Segment Metrix;: 20122


1.

eMarketer201247.7%
201674.1%
IDC2011

2.

562
3.

comScore Media Metrix 20122

4.

ARO40%-45%2011
1246.37%

5.

20123AROFETnet
emome
70-85%

6.

comScore Segment Metrix :

7.

i.

: :

ii.

: /

:: /
emome

iii.

: /:

iv.

/:

: :

v.

: VIBO

ARO 2012 3

ARO 2012 3
ARO ARO
ARO (%)Web (%)()
ARO
2012 3

(18-22 )

(23-27 )

(25-34 4 ) 3C

(40 )

2012 3 ARO

100%

11.12%

3.92%

2.47%

5.16%

3C

10

11

12

3C

13

14

3C

15

16

17

18

19

Blog

Blog

20

, 2012 3 SourceInsightXplorer

2012 3 ()
facebookYahoo! Google

(18-22 ) YouTubeWikipedia

(23-27 )

(25-34 4 ) udn MicrosoftLive.com

(40 ) PChomeYahoo!

2012 3

1 Yahoo!

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Yahoo!

facebook

facebook

2 facebook

Yahoo!

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Yahoo!

Yahoo!

3 Google

Google

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YouTube

5 YouTube

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yam

7 yam

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yam

8 PChome

Blogspot

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udn

PChome

9 HiNet

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udn Microsoft

HiNet

Wikipedia

PChome

Yahoo!

10 Blogspot

Live.com

SourceInsightXplorer , 2012 3

2012 3 Web ()
Web facebook Yahoo!

(18-22 )Plurk

(23-27 ) Live.comWikipedia

(25-34 4 )udn yam Microsoft

(40 ) BabyHome

2012 3 Web

1 Yahoo!

facebook

Yahoo!

Yahoo!

facebook

2 facebook

Yahoo!

facebook

facebook

Yahoo!

3 Google

Google

Google

Google

Google

4 YouTube

YouTube

YouTube

YouTube

BabyHome

YouTube

Live.com

7 Live.com

udn

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Plurk

Wikipedia

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Live.com

Microsoft

10 PChome

SourceInsightXplorer , 2012 3

2012 3 ()
YouTube

(18-22 ) Wikipedia

(23-27 ) HiNet

(25-34 4 ) udn Yahoo!Microsoft

Live.comPChomeGoogle
(40 ) XuiteGoHappymomo PChome

BabyHome

2012 3 ( ARO 20 )

1 YouTube

YouTube

YouTube

udn

YouTube

2 facebook

facebook

facebook

YouTube

facebook

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Xuite

4 Mobile01

Yahoo!

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Yahoo!

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Microsoft

GoHappy

udn

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momo

8 Yahoo!

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udn

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10 udn

SourceInsightXplorerSourceInsightXplorer

2012 3

YouTubeWikipedia

Plurk

Wikipedia

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HiNet

3C

BabyHome

udn Yahoo!
MicrosoftLive.comPChomeGoogle

PChomeYahoo!

udn yam
Microsoft

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XuiteGoHappymomo
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2012 03

(IX Survey )
10-79
2012/03/24~2012/03/25
3,415

2012 3
03 24 03 25 3,415
2012 3
(45.4%)
29 (42.6%)
24 (34.7%)
30-39

(59.4%)
35-39 (18.6%) MOD
(14.8%)
35-39 (32.1%) 30-39

(29.8%)(23.5%)
(22.2%)(22.2%)

1.

2.

3.

(59.4%) 35-39

2012 4

(IX Survey )
10-79
2012/04/14~2012/04/15
3,536

2012 4 10
4 14 4 15 3,536
2012 3

86.9%1 1
1 81.1%
(53.5%) 35
(47.3%) 20-24 30-39

(37.9%) 40
(29.2%) 40 (28.8%)
40

(54.9%) 30-39
(26.8%)(22.4%)

3G/3.5G
(52.1%) 25-39
3G/3.5G (32.3%)(32.1%)
40

(20.5%)
Plurk/Twitter/Facebook (16.3%)
(15.3%)
Plurk/Twitter/Facebook

3G/3.5G
35 /

3G/3.5G

30-34 (52.0%) 30-34

(58.1%)

Marketers Targeting College Kids Should Stick with Search

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2011

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//

LINE Android iPhone

LINE 20 2
LINE Windows /
Mac OS

Google

Google

8 28

Google

Google Android
APPAppleAmazon.com

Wallit

Wallit iOS App Facebook

Square iPad AppSquare Register

Square iPad App

Facebook Friendsheet

Pinterest Facebook
Friendsheet24 6 15 Facebook
Mark Zuckerberg

Kinect

Kinect Xbox
Kinect for Windows PC
3D Bodymetrics

Pod

CircleMe

CircleMe

Open Food

Open Food

Scoople

Scoople
App

Facebook EnemyGraph

EnemyGraph Facebook

Applover Android App

Android App Android

Vineet Devaiah Applover

PayLink 3 20

PChome Online
PayLink 3 20

Zynga

10 Zynga Project Z Zynga

Facebook Zynga

LivingSocial

Groupon LivingSocial
Amazon

Yelp 64%

Yelp 64

CEO

IBM IBM 9

Qzone

Facebook

Google Google Play

Android App Store iTunes

Google Play ?

Google Google Play Android Market Google

App

Facebook

Google Analytics

Google Google Analytics

IBM 750

Facebook IBM 750

Google

Google

Meme

Twitter
tumblr 2009 Meme

50

paywall 50

10

10 10
Chetan Sharma Consulting 3 3
10 1 1,200

140

2011 13
68 80 2,730
140

78%

ComScore 1 3 Google Android

ComScore
1 3

65%

55% App

55% App App

App

IDC16 2012

Facebook

eMarketer
14.3 19.2%
Facebook

Facebook

8 Facebook


(ARO Panel)
NetRoverTMAccess Rating Online (ARO
)
(Internet Audience Measurement)
2011 comScore ARO
comScore

IX Survey panel
CyberPanel-Taiwan IX Survey

ARO Survey

[]
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