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ALL China Research Communications Computing Semiconductor Software and Consumer Electronics TAIWAN

Taiwanese Internet Users' Blog Usage Behavior Survey in 2008

December 04, 2008 / Luke Hsieh

18 Page, Topical Report

US$1,680 (Single User License)

Abstract

Blogs have become a favorite medium for sharing articles online in recent years, and reading and writing blogs have become common activities for many Internet users. In order to shed light on the Taiwanese Internet users' usage of blog services, MIC (Market Intelligence & Consulting Institute) conducted a survey in cooperation with major blog service providers in Taiwan. This research seeks to profile the Taiwanese Internet users' blog usage behavior based on said survey.

Table of Contents
1.     Profile of Respondents

1.1 Average Age 23; 60% Males

2.     Blog Usage Behavior

2.1 Average two years of blog service usage

3.     Blog Maintenance

3.1 Average 2.2 Years of Maintaining a Blog

3.2 Most bloggers write blogs to record events in daily life

3.3 Over 50% of bloggers maintain two or more blogs at the same time

MIC Perspective

Appendix

List of Topics
Analyzes Taiwanese Internet users' blog usage behavior based on the results of a survey of Taiwanese Internet users conducted by MIC in 2008, including breakdowns by age, gender, education status, occupation, and geographical location. Examines Internet users' reasons for maintaining and updating blogs, socializing behavior through blogs, and types of frequently read blogs, entries, and visitors. Also reviewed are blog service providers preferred by Taiwanese Internet users and their reasons for choosing specific providers, as well as devices used for updating blogs.

List of Figures
Figure 1 Age of Respondents

Figure 2 Education Status of Respondents

Figure 3 Occupation of Respondents

Figure 4 Geographical Location of Respondents

Figure 5 Number of Years of Web Use

Figure 6 Number of Years of Blog Service Usage

Figure 7 Internet Users' Current Usage of Blog Services

Figure 8 Reasons for Giving Up Maintaining a Blog

Figure 9 Types of Frequently Read Blogs

Figure 10 Socializing through Blogs

Figure 11 Most Common Socializing Activities through Blogs

Figure 12 Age of Bloggers

Figure 13 Number of Years of Maintaining a Blog

Figure 14 Frequency of Blog Entry Updating

Figure 15 Attitudes toward Maintaining a Blog

Figure 16 Types of Blog Entries

Figure 17 Frequently Used Blog Features

Figure 18 Share of Bloggers Maintaining Multiple Blogs

Figure 19 Reasons for Keeping Multiple Blogs

Figure 20 Types of Blog Visitors

List of Tables
Table 1 Blog Service Providers Preferred by Bloggers

Table 2 Reasons for Choosing a Blog Service Provider

Table 3 Devices Used for Updating Blog Entries

Table 4 Reasons for Updating Blog Entries

According to the present survey, the Taiwanese Internet users' average number of years of using blog services was two years, and about 60% of all Taiwanese Internet users were currently maintaining a blog. Blog usage was more common among the younger generations, while office workers tended to give up maintaining their blogs due to lack of time or heavy workload. In comparison with their male counterparts, female Internet users were generally more prone to use the blog services. For instance, a higher percentage of female Internet users preferred to browse other people's blogs or search for information through blogs.

The Taiwanese bloggers' average number of years of maintaining a blog was 2.1 years. Looking at the types of entries, male bloggers tended to post pure articles on their blogs, while female bloggers preferred to write blog entries with photos or pictures. 65.7% of the Taiwanese bloggers maintained their blogs as a hobby, and the main reason for maintaining a blog was to record the events in daily life, which was also the major factor driving bloggers to update their blogs and write new entries.

In recent years the SNS websites have found increasing popularity worldwide. However, the percentage of Taiwanese Internet users using the SNS services is relatively low, as they have few friends using the same services and they lack the motivation to interact with total strangers. However, the phenomenon does not fully reflect the Taiwanese Internet users' demand for establishing a virtual social network. As shown in the present survey, the Taiwanese Internet users are used to socializing and establishing their social networks through blogs, by linking friends on their blogs, leaving messages on friends' blogs, or making comments on friends' articles or photos. The Taiwanese BSPs can seek to enhance the users' loyalty and increase their contributions by upgrading the socializing functions of their blog platforms and emphasizing the existing social networking between the bloggers.

Appendix

Glossary of Terms

BSP		Blog Service Provider
MMS		Multimedia Messaging Service
SMS		Short Message Service
SNS		Social Network Service
UI		User Interface

List of Companies

Cite Publishers (Gamebase.com)		城邦出版 (遊戲基地)
Gamania Digital Entertainment		遊戲橘子數位科技
Game Flier International Corporation (GF Station)		遊戲新幹線
Oneup Network Corporation (Gamer.com)		旺普網路資訊 (巴哈姆特)
udn.com		聯合線上
UDN Group		聯合報系
Yahoo! Taiwan (Yahoo! Kimo)		Yahoo!奇摩
webs-tv inc. (Yam.com)		天空傳媒
Chunghwa Telecom (Xuite.net)		中華電信

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