世界各国のリアルタイムなデータ・インテリジェンスで皆様をお手伝い

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モバイルソーシャルネットワークの早期採用者は、技術通で比較的裕福なスマートフォン所有者だったが、現在では、モバイルでだけソーシャルネットワーキングにアクセスするのがあたりまえというユーザが、ますます増えている。携帯電話を所有することで個人間の通話ができるようになったように、モバイルインターネットの接続が全く新しい段階を切り開いている。ソーシャルネットワークは、世界の接続性を高めているのみならず、データ革命進行の中で社会的な側面を付加している。販売業者は、ソーシャルデータによってメッセージの改善とターゲッティングの向上を図ることができるだろう。デジタルコンテンツの配信業者は、大衆が何を見て、聞いて、好むのかをつかむために使用することができるだろう。また、銀行でさえ、金を貸す価値がある個人かどうかを判断するために参考にすることができるだろう。このようなデータの活用は非常に幅広く適用でき、社会分析の産業の新たな成長を導き出すだろう。この調査レポートは、携帯端末によるソーシャルネットワーキングサービスに注目している。調査レポートの質的な部分では、モバイルの利用が、消費者のソーシャルネットワークサービスへの接続と、このようなサービスへの接続方法の変化、それに依存する企業に与えた影響などについて記載している。関連する競争的あるいは技術的な問題点を概観し、特に社会分析に重点を置いている。量的な部分では、ユーザ数とエンドユーザからの収益を地域毎と主要国毎に予測している。また、ABIリサーチが、7ヶ国(中国、フランス、ドイツ、インド、韓国、英国、米国)を対象に年2回実施している「Consumer Technology Barometer」の、2011年第3四半期に実施した調査によって得られた消費者トレンドも記載している。

While the early adopters of mobile social networking were tech-savvy and relatively affluent smartphone owners, there are now more and more users coming aboard for whom mobile is the only regular form of access to social networking. Mobile phone ownership gave these people access to personal telecommunication, and mobile Internet connectivity is taking that communication to a whole new level. Besides making the world a more connected place, social networks have also added a social dimension to the ongoing data revolution. Social data can be used by marketers to refine and target their messages. Distributors of digital content can use them to figure out what people like to see and hear. And even banks could draw on them to help decide on whether or not an individual is worth lending money. All these uses of data, and many more, have in turn created an entirely new growth industry in social analytics.This study focuses on social networking on mobile handsets. The qualitative part of the study describes how mobile usage impacts the way consumers access social networking services and what these changes means to the services and companies that rely on them. There is also an overview of related competitive and technological issues, with special emphasis on social analytics. The quantitative part provides market forecasts on user bases and end-user revenues, broken down by geographic regions and selected countries. It also presents data on relevant consumer trends gathered by ABI Research’s Bi-Annual Consumer Technology Barometer, which was conducted in seven countries (China, France, Germany, India, South Korea, the United Kingdom, and the United States) during the third quarter of 2011.

What Questions Does This Report Answer?

• How does mobile access affect the way consumers use social networking services?
• How many users do social networking services have?
• What percentage of the users access the services from mobile handsets?
• How much end-user revenue do social networking services generate from advertising and virtual goods?
• What percentage of the revenue is attributed to mobile usage?
• What is the value chain in the provision of mobile social networking services?
• How can social analytics help businesses enhance their operations?
• How do age and gender affect mobile social networking usage?

Who Needs This Report?

• Social networking services
• Social application developers
• Mobile operators
• Mobile handset manufacturers
• Social analytics vendors
• Marketing and advertising agencies
• Consumer brands
• Financial investors

目次

Over 1.7 Billion Mobile Social Networking Users in 2016 Means Facebook Needs Its Own Operating System

LONDON - September 21, 2011
Social networking will soon become a predominantly mobile activity. The number of people accessing social networks from mobile phones will exceed 550 million in 2011, and that figure will more than triple to over 1.7 billion by the end of 2016. In other words, over two-thirds of the global user base of social networks will use smartphones and other mobile handsets to access the services.

For Facebook, the growing importance of mobile is both an opportunity and a serious strategic challenge. On one hand, mobile allows the world’s leading social network to engage with millions of new consumers, but on the other hand its ability to make money from mobile users remains untested. Senior analyst Aapo Markkanen says, “A huge problem for Facebook is that while on the web it is a platform, on mobile it’s just another application. To strengthen its hand in the short term we expect Facebook to aggressively take advantage of HTML5, but in the longer term it should absolutely become a mobile operating system of its own.”

The symbiosis of social networks and mobile phones can also be seen in recent moves by Google and Apple. Google’s attempt at social networking, Google+, has been designed to benefit from deep integration with Android, which is likely to go down well with application developers. Meanwhile, Apple has teamed up with Twitter and built the microblogging service into the iOS 5. According to practice director Dan Shey, “The interesting aspect in Apple’s and Twitter’s partnership is how it can provide iPhone users with a verifiable social identity for websites and apps. That gives developers a lot of scope to innovate in areas such as authentication, personalization and advertising. It’s a hint of things to come.”

ABI Research’s “Mobile Social Networking” studies how mobile usage is influencing the ways in which consumers access and interact with social networking services. It analyzes the industry’s most decisive business, competitive and technological issues. The report also includes forecasts of user bases and revenues, broken down to regions and 20 different countries, and provides relevant findings from ABI Research’s recent consumer surveys.

It is part of the Mobile Services research service.