China Internet Market and Online Audience Measurement

Transcription

1 China Internet Market and Online Audience Measurement

2 About iresearch China Internet Market Development Online User Behavior Measurement 2

3 Major Business Lines Research and Consulting: iresearch Inc. Data and info: iresearch Data+ Consulting Media & Events Customized Research Online Advertising Research User Behavior Research 3

4 Milestones of iresearch Established in Shanghai with four employees Launched official website, Published China Internet industry reports for the first time iadtracker2.0 online ad monitor system, a proprietary software, started operation Launched iusersurvey online survey business Beijing branch office established Second release of China Internet industry reports Launched two vertical websites: iwebchoice and iadchoice Launched idatacenter, the iresearch research data bank Henry Yang, president of iresearch, co-founded ChinaVenture Investment Consulting Company Launched iclick club to improve panel management of online survey business Started data collection for iresearch Third Nationwide Research and Survey on China Internet Economy Officially launched a series of Internet economy research reports for the third time Launched the new version of iadtracker Successful holding of iresearch New Economy Annual Conference Successful holding of the highest level of iresearch New Marketing Annual Conference Official launch of iusertracker 4

5 About iresearch China Internet Market Development Online User Behavior Measurement 5

6 Decline on individual service market share Who needs Online Services Individuals 1 Online Gaming 2 Online Booking 3 Online Shopping 4 Individual 5 Online Society Enterprises 1 Online Advertising 2 Search Engine 3 B2B 4 Online Recruiting 5 Domain Service 6 Enterprise 6

7 Simple Industry Structure China internet industry construction is simple and the revenue is mainly from the MVA and online game businesses. The E-commerce and search engine market are still in initial, immature stage. The individual payment market share is downward, like the online game, online shopping China online Ad. throw-in volume increase obviously 7

8 Online Ad. Market With Potential Ramping Growth online Ad. market will over the online game with its huge potential. 8

9 Composition of China Online Marketing in 2006 by A More detailed Classification Composition of China Online Marketing in % Rich Media 4.2% Classified Ad 5.8% Text Link 7.8% Others 2.8% Brand Ad 49.6% Banner ad reached near 50% Bidding Ad reached 22.5% Bidding Rank 22.5% Note1: In 2006 the market size of China Online Marketing was 6.01 billion, including search engine Note2: Online marketing including online banner, rich media, search engine and revenue of the agencies are excluded 9

10 Market Size of China Online Advertising Market Size (RMB 10million) 10

11 Revenue of Online Media Revenue of Online Media Revenue (RMB 10million) 58% Portal Vertical Others 11

12 Ad Revenue of Portal Ad Revenue of Portal in 2006 Sina 950million 20.4% Others 2.38billion 50.6% Sohu 65million 13.9% Tom.com 110million 2.4% Netease 31million 6.7% QQ.Com 28million 2.4% Note1: In 2006 the market size of China Online Marketing was 4.66 billion 12

13 Number of China Branding Online Advertisers Number of Branding Online Advertisers Advertisers Growth rate 13

14 Average Spending From Each Branding Advertiser Average Spending from Each Branding Advertiser Ave. spending(10,000rmb) Growth rate % 14

15 Trends of Online Advertising. More and more media platform, like Internet, mobile, IPTV. Market Size Keep growing, CPM or Pay per fix place?. Besides portals, advertisers are also hunting for other websites for their campaign, broadband. Banner ads are not enough. Rich media, video, ingame and campaign in some bbs or marketing on blog become widely acceptable.. Investment activities among local agencies 15

16 About iresearch China Internet Market Development Online User Behavior Measurement 16

17 Value of iusertracker Object: Reveal Internet use of China Netizens with most reliable data Purpose: To become the most valuable data criteria for China Internet industry. To provide accurate data regarding Netizen behavior to support strategic planning, marketing strategy planning, competitor analysis for companies. 17

18 Sample Select of iusertracker Overall Evaluation of China Netizens Internet Panel Recruit Monitoring Software Download Data Collection Screening and Analysis Definition of Netizen: iusertracker recruits a user panel of non-internet cafe users who aged between 7 to 60 and use their primary computer to access Internet over 4 hours each month. OS: iusertracker can realize monitor on PCs with Microsoft Windows98 and higher OS version. Behaviours through IE5.0 or higher version browsers, and multi-window browsers with IE kernel are traceable by iusertracker. Sampling:Basic sampling criteria include gender, age, and region. Advanced sampling criteria include personal income, occupation, industry, education, Internet access location, and etc. 18

19 iusertracker Assist in Marketing and User Target Planning Picture the status quo of the whole market Market size of each service User feature of each service Market changes and reasons for change of each service Analyze the performance of the company Compare with competitors Profile and preferences of users of the website User features by different channels Feature of core users User stickiness and loyalty of the website Profile of major competitors Weakness and strength in comparison Competition relationship analysis Analysis on overlapping users 19

20 What Users install in Computers Application service Monthly Unique Visitor (10,000) Monthly Effective time (10,000 hrs) Browser 10, IM 10, Music-Video Player 9, Security 9, Office 9, Download 8, Game 7, Pop-Info 7, Flash 5, , P2P 3, Toolbar 2,

21 What are users doing From the second half of 2006 to Jan 2007,Podcast service turn out obvious growth in terms of number of unique visitors From the second half of 2006 to Jan 2007,Blog and Podcast service turn out obvious growth and news service turn out obvious drop in terms of total effective duration time 21

22 Top 15 Websites by Users in China Rank Company Unique Visitor/month Duration Time(10 thousand hours)/month Baidu 9, Tencent 9, Netease 8, Sina 8, Sohu 7, MsnLive 6, Yahoo 6, Alibaba 6, Google 6, Xunlei 4, TOM 4, Oak 4, CNET 4, PConline 3, Vnet 3, Source: iusertracker Note:All the online applications are not included; like msn messenger 22

23 Male users prefer IT digital and sports, how about Females? 23

24 Difference Top 20 of male users stickiness on online services sites Top 20 of female users stickiness on online services sites Catalog Monthly visits/ Person (m.s) Catalog Monthly visits/person (m.s) Web Page Search 9.66 Websites Navigation Blog 6.57 News 6.25 Finance 4.95 Community 4.82 IT News 4.67 Sports News 4.61 Comprehensive Download (IT Digital) 4.14 News Portals 3.94 Knowledge Search 3.79 Entertainment News 3.62 C2C Platform 3.48 Literature 3.44 Broadband Movie 3.27 Online Game 3.24 Podcaster 3.23 Advertisement Alliance 3.09 P2P Resource 3.08 Source:iUserTracker, Web Page Search Websites Navigation Blog News Community Financial News Entertainment News Comprehensive Download (IT Digital) C2C Platform Literature Knowledge Search News Portals Broadband Movie Podcaster IT News P2P Resource Female Fashion Sports News Online Game Source:iUserTracker,

25 Beijingnese like showing,but Shanghainese preferred money? 25

26 Difference Between Shanghai & Beijing Top 20 on Beijing Netizen Monthly visit Duration Catalog Monthly PV/Person (m.s) Web Page Search C2C Platform Picture Search Literature 18.7 Financial News Blog Community IT News Comprehensive Download (IT Digital) News Music Search Online Recruitment Community Search] 10.5 Sports News Automobile News Picture Telecom Operators 10.3 Pobcaster 9.69 Entertainment News 9.48 Source:iUserTracker, Top 20 on Beijing Netizen Monthly visit Duration Catalog Web Page Search] C2C Platform Literature Financial News Online Game News Picture Search Community IT News Blog Sports News Picture News Comprehensive Download (IT Digital) Automobile News Entertainment News Online Recruitment Music Search Female Fashion Government Policies Source:iUserTracker, Monthly PV/Person (m.s)

27 Ranking in News Service In Jan 2007, total unique visitors of news service by month reach thousand Ranked by UV by month, among news service providers, QQ, Sina, Sohu, Netease, Yahoo, MSN, and TOM rank lead. 27

28 Usage Change in News Servcie From the second half of 2006 to Jan 2007, UV of news service always keep over 86 million For the second half of 2006, total effective duration time of news service kept around 85 million hours,but large drop occur in Jan

29 Ranking in Blog Service In Jan 2007,total unique visitors of Blog service by month reach thousand Ranked by UV by month, among service providers in this sector, QQ, Sina, Baidu, live.com, Bokee, Sohu lead 29

30 Usage Change in Blog Service From later half of 2006 to Jan 2007, users of Blog Service rise from thousand to thousand From later half of 2006 to Jan 2007, total effective duration time spent in using Blog Service rise from thousand hour to thousand hour 30

31 Ranking in Search Service In Jan 2007,total unique visitors of search service by month reach thousand Ranked by UV by month, among service providers in this sector, Baidu, Google, Sogou, Soso, 3721, iask lead 31

32 Usage Change in search service From later half of 2006 to Jan 2007, users of search service rise from thousand to thousand From later half of 2006 to Jan 2007, total effective duration time spent in using search service rise from thouand hours to thouand hours 32

33 Ranking in Sports Info Service In Jan 2007,total unique visitors of sports info service by month reach thousand Ranked by UV by month, among service providers in this sector, Sina, Netease, Sohu, QQ, TOM lead 33

34 Usage Change in sports info service From later half of 2006 to Jan 2007, users of sports info service drop from thousand to thousand From later half of 2006 to Jan 2007, total effective duration time spent in using sports info service drop from thouand hours to thouand hours 34

35 Ranking in Auto Info Service In Jan 2007,total unique visitors of auto info service by month reach thousand Ranked by UV by month, among service providers in this sector, Sina, Sohu, QQ, PC auto lead 35

36 Usage Change in auto info service From later half of 2006 to Jan 2007, users of auto info service drop from thousand to thousand From later half of 2006 to Jan 2007, total effective duration time spent in using auto info service drop from thouand hours to 8800 thouand hours 36

37 Ranking in Community Service In Jan 2007,total unique visitors of community service by month reach thousand Ranked by UV by month, among service providers in this sector, Baidu, Mop, Tianya, QQ, Xici lead 37

38 Usage Change in community service From later half of 2006 to Jan 2007, users of community service rise from thouand to thouand From later half of 2006 to Jan 2007, total effective duration time spent in using community service turn out up and down but keep around thouand hours 38

39 Ranking in Online Shopping Service In Jan 2007,total unique visitors of online shopping service by month reach thousand Ranked by UV by month, among service providers in this sector, Taobao, Paipai, ebay Eachnet, Joyo, Dangdang lead 39

40 Usage Change in online shopping service From later half of 2006 to Jan 2007, user number of online shopping service turn out back and forth, but roughly around thouand From later half of 2006 to Jan 2007, total effective duration time spent in using online shopping service rise from thouand hours to thouand hours 40

41 Ranking in Podcast Service In Jan 2007,total unique visitors of Podcast service by month reach thousand Ranked by UV by month, among service providers in this sector, Sina, Mofile, Tudou, 56.com, Ku6 lead 41

42 Usage Change in Podcast service From later half of 2006 to Jan 2007, users of Podcast service rise from thousand to thousand From later half of 2006 to Jan 2007, total effective duration time spent in using Podcast service rise from 5730 thouand hours to thouand hours 42

43 Ranking in P2P Streaming Service In Jan 2007,total unique visitors of P2P streaming service by month reach thousand Ranked by UV by month, among service providers in this sector, PPLIVE, Qyule, PPStream, QQ lead 43

44 Usage Change in P2P Streaming Service From later half of 2006 to Jan 2007, users of P2P streaming rise from thouand to thouand From later half of 2006 to Jan 2007, total effective duration time spent in using P2P streaming keep roughly around 2300 thouand hours 44

45 To Step Into The New Era of China Internet Economy! Lily Zou For the PPT: 45