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Asia’s Social Media
 Map and Users’
 Online Behavior
   Michael Netzley, PhD
    http://communicateasia.asia
Two Premises

Predominantly American    “Asia” is often used as a
and western European      geographic generalization.
   ...
Why Map Asia’s Digital Space?

The western-centric conversations overlook
what is unique and important about digital
media...
Percentage of Worldwide Online Population
                                             Asia: Fast-Growing Internet
       ...
ICT Development Index (2002-07)
Economy        Rank 2007   IDI 2007   Rank 2002   IDI 2007
Sweden         1           7.50...
Measuring Internet Societies with
       ICT Development Index
• The ICT Index illustrates the level of advancement of
  i...
Leading Internet Markets

Countries       Number of Netizens Country Population   Internet
                               ...
Developing Internet Markets

Countries     Number of Netizens Country Population   Internet
                              ...
Catch Up Internet Markets

Countries         Number of Netizens Country Population   Internet
                            ...
Follower Internet Markets

Countries       Number of Netizens Country Population   Internet
                              ...
Source: Thomas Crampton
National Networks Vary

              Wikis                Social Networking      Search Engines
China         Hudong     ...
National Networks Vary

              Blog Service Provider Email             File Sharing Application


China         Blo...
SG 2009: Behavioral Preferences
       wiki contribution

                   Microblog

          On-line Ratings

       ...
SG 2010: Behavioral Preferences
        Wiki Contribution


               Microblog


          On-line Ratings


       ...
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. Th...
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Asia’s social media map and users’ online (june 2010)

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ICA presentation in Singapore. 26 June 2010

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Asia’s social media map and users’ online (june 2010)

  1. 1. Asia’s Social Media Map and Users’ Online Behavior Michael Netzley, PhD http://communicateasia.asia
  2. 2. Two Premises Predominantly American “Asia” is often used as a and western European geographic generalization. • 4+ billion people perspective in PR • 47 countries research • 2000 spoken languages - K. Sriramesh • Economic, political, Same pattern in social religious, & historical diversity media discussions • Reflected in media use Ethnocentric Fragmented Bias Markets
  3. 3. 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).
  4. 4. Percentage of Worldwide Online Population Asia: Fast-Growing Internet 100% 5% 6% 6% 7% 7% 7% 7% 6% 9% 9% 9% 9% 10% 10% 10% 10% 80% 34% 35% 38% 39% 40% 41% 42% 43% 60% 40% 29% 29% 28% 27% 26% 26% 25% 25% 20% 22% 21% 19% 18% 17% 16% 16% 15% 0% 2005 2006 2007 2008 2009 2010 2011 2012 North America Europe Asia, Asia Pacific, and Oceania Latin America and Carribean Middle East and Africa Source: JupiterResearch Worldwide Internet Population Model (3/08) Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech, SG
  5. 5. 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, 11 6.70 12 5.10 China 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
  6. 6. 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.
  7. 7. 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%
  8. 8. 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 %
  9. 9. 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 %
  10. 10. 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 %
  11. 11. Source: Thomas Crampton
  12. 12. National Networks Vary Wikis Social Networking Search Engines China Hudong Renren (formerly known Baidu as Xiaonei) Japan Wikipedia Japan Mixi Yahoo Japan South Korea Wikipedia Korean & Cyworld Naver Naver Dictionary
  13. 13. 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
  14. 14. SG 2009: Behavioral Preferences wiki contribution Microblog On-line Ratings Personal Blog Upload Videos Leave Comment Blog Visit Friends' SNS My SNS Watch Videos 0 10 20 30 40 50 60 70 80 90 10 0 n = 480 30+ 20-30 <20 © 2009 Michael Netzley, research.
  15. 15. SG 2010: Behavioral Preferences Wiki Contribution Microblog On-line Ratings Personal Blog Upload Videos Leave Comment Blog Visit Friends' SNS My SNS Watch Videos 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n = 578 © 2010 Michael Netzley, research. 30+ 20-30 <20
  16. 16. Grew 308.5% Compare to 2009 Results
  17. 17. SG: Why We Go Online
  18. 18. Digital Media Across Asia Wiki
  19. 19. Internet Blocking and Communication Risk
  20. 20. 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/

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