Abstract

Taiwan's Users Have Preferences for Content Reading, Building Private Social Networking Relationships; China's Users Have Preferences for Content Creation

Analyzing based on consumer preferences towards platforms, activities, and applications, it is observed that Internet users in Taiwan often interact with friends, read messages created by friends, and access knowledge and information that interest them anonymously on Internet. Internet users in China tend to express thoughts publicly and aim to become the center of attention of others besides friends in real life. Furthermore, Chinese Internet users read knowledge and information of particular topics and voice their opinions towards the topics in a bid to create word of mouth on the Internet.

Taiwan Consumers Focus More on Social Utility Sites and Discussion Forums

Taiwanese consumers spend around 35% of their time online, meaning that social utility sites have become important media in their daily life. Of all social networking services, Taiwanese consumers visit social utility sites and discussion forums most frequently and media messages can be delivered effectively via social utility sites and discussion forums.

Facebook is the major social utility site in Taiwan's social networking market. Social utility sites are capable of connecting social networks worldwide and emerging platform developers are expected to see challenges thereof. Meanwhile, discussion forums in Taiwan focus mainly on certain topics, so it is expected to be easier for emerging platform developers targeting at certain market segments, focusing on particular consumer groups, and satisfying consumer needs. According to a survey conducted by MIC, movies and soap operas are the top two favorite topics of Taiwanese consumers.

Integrated Mobile Applications Satisfy Consumer Demand for Self-expression in China

As regards general online and mobile networking activities in China, approximately 30% of consumers are active social networkers. Therefore, branded vendors are suggested to provide social applications combining features of social networks and mobile networking in China, for instance, the LBS (Local-Based Service). Activities such as integrating mobile applications and helping consumers to express themselves and manage personal activities on public Internet platforms are likely to help branded vendors create word-of-mouth marketing on the Internet.

Appendix

Glossary of Terms

List of Companies