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DCCI 互联网数据中心•电话:8610-51281009-816/822 传真:8610-51281009-801
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Netguide2008
中国互联网调查报告·简版
中国互联网协会
DCCI 互联网数据中心
2008.01.08
目 录
Ⅰ 总体概述..................................................................................................................................................7
1 调研背景与宗旨.........................................................................................................................................7
2 调研历程与规模.........................................................................................................................................8
3 调研机构与合作.........................................................................................................................................8
4 调研范畴与价值.........................................................................................................................................9
5 调研流程与结构...................................................................................................................................... 11
6 调研方法与模型...................................................................................................................................... 11
6.1 调查方法....................................................................................................................................... 11
6.1.1 固定样本组监测...............................................................................................................11
6.1.2 网上联机问卷调查..........................................................................................................12
6.1.3 一对一企业电话访问调查..............................................................................................12
6.1.4 一对一企业当面访问调查..............................................................................................12
6.1.5 资料分析法......................................................................................................................12
6.2 数据统计方法..............................................................................................................................12
6.2.1 总体流程..........................................................................................................................12
6.2.2 描述统计..........................................................................................................................12
6.2.3 统计校验..........................................................................................................................12
6.2.4 交叉分析..........................................................................................................................13
6.2.5 多选项统计......................................................................................................................13
6.2.6 因子分析..........................................................................................................................13
6.2.7 聚类分析..........................................................................................................................14
6.3 行业研究方法..............................................................................................................................14
6.3.1 行业环境研究方法..........................................................................................................14
6.3.1.1 宏观环境分析........................................................................................................14
6.3.1.2 微观环境分析........................................................................................................14
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6.3.2 竞争分析方法..................................................................................................................15
6.3.2.1 竞争格局分析方法................................................................................................15
6.3.2.2 行业进入与退出壁垒分析 ....................................................................................15
6.3.3 行业预测方法..................................................................................................................16
6.3.3.1 行业预测流程......................................................................................................16
6.3.3.2 相关分析..............................................................................................................16
6.3.3.3 时间序列模型......................................................................................................16
6.3.3.4 回归分析模型......................................................................................................16
6.4 市场规模研究方法......................................................................................................................17
6.5 用户规模统计及预测...................................................................................................................18
6.5.1 用户数量...........................................................................................................................18
6.5.2 用户增长率.......................................................................................................................19
II 用户状况.................................................................................................................................................19
1 用户分布..................................................................................................................................................19
1.1 用户渗透率...................................................................................................................................19
1.2 用户地区特征..............................................................................................................................21
1.3 用户行业特征..............................................................................................................................22
2 用户特征..................................................................................................................................................23
2.1 用户性别特征..............................................................................................................................23
2.2 用户年龄特征..............................................................................................................................24
2.3 用户婚姻特征..............................................................................................................................25
2.4 用户教育程度特征......................................................................................................................26
2.5 用户家庭成员数量特征..............................................................................................................27
2.6 用户网龄结构特征......................................................................................................................28
3 上网方式..................................................................................................................................................29
3.1 上网电脑使用人数......................................................................................................................29
3.2 上网地点......................................................................................................................................30
3.3 上网接入方式..............................................................................................................................31
3.4 无线接入方式..............................................................................................................................32
4 设备拥有..................................................................................................................................................33
4.1 台式电脑拥有率..........................................................................................................................33
4.2 笔记本电脑拥有率......................................................................................................................34
4.3 电视机拥有率..............................................................................................................................35
4.4 手机拥有率..................................................................................................................................36
4.5 数码相机拥有率..........................................................................................................................37
4.6 MP3 拥有率...................................................................................................................................38
4.7 MP4 拥有率...................................................................................................................................39
5 应用特征..................................................................................................................................................40
5.1 应用类别......................................................................................................................................40
5.2 上网频率与频率分布..................................................................................................................41
5.3 上网时长与时长分布..................................................................................................................42
5.4 人均网站浏览数..........................................................................................................................43
5.5 人均页面浏览数与结构..............................................................................................................43
DCCI 互联网数据中心•电话:8610-51281009-816/822 传真:8610-51281009-801
网址:www.dcci.com.cn 邮件:dcci@dcci.com.cn
5.6 上网应用熟悉程度......................................................................................................................44
6 消费测量..................................................................................................................................................45
6.1 用户月收入与月支出..................................................................................................................45
6.1.1 用户家庭月总收入............................................................................................................45
6.1.2 用户个人月总收入............................................................................................................46
6.1.3 用户个人月总支出............................................................................................................47
6.1.4 中国互联网用户 2007 年度互联网消费总规模 ..............................................................48
6.1.5 中国互联网用户人均 2007 年度互联网消费总规模 ......................................................49
6.1.6 中国互联网用户人均 2007 年月度互联网消费规模 ......................................................50
6.2 用户月总体收支人群特征..........................................................................................................50
6.2.1 用户家庭月总收入地区特征 ............................................................................................50
6.2.2 用户家庭月总收入行业特征 ............................................................................................52
6.2.3 用户个人月总收入地区特征 ............................................................................................53
6.2.4 用户个人月总收入行业特征 ............................................................................................54
6.2.5 用户个人月总收入年龄特征 ............................................................................................55
6.2.6 用户个人月总支出地区特征 ............................................................................................56
6.2.7 用户个人月总支出行业特征 ............................................................................................57
6.2.8 用户个人月总支出年龄特征 ............................................................................................58
6.2.9 用户总体收支特征统计分析 ............................................................................................59
6.3 用户月互联网消费人群特征......................................................................................................59
6.3.1 用户月互联网消费地区特征 ............................................................................................59
6.3.2 用户月互联网消费行业特征 ............................................................................................61
6.3.3 用户月互联网消费年龄特征 ............................................................................................62
6.4 用户月互联网消费结构..............................................................................................................63
6.4.1 用户月网络接入消费 ........................................................................................................63
6.4.2 用户月网络购物消费 ........................................................................................................64
6.4.3 用户月网络游戏消费 ........................................................................................................65
6.4.4 用户月 IP 电话等网络通讯消费.......................................................................................66
6.4.5 用户月电子邮箱消费 ........................................................................................................67
6.4.6 用户月网络安全消费 ........................................................................................................68
6.4.7 用户月视频观看下载消费 ................................................................................................69
6.4.8 用户月网络音乐消费 ........................................................................................................70
6.4.9
用户月网络交友消费........................................................................................................71
6.4.10 用户月即时通讯消费 ......................................................................................................72
7 媒介接触..................................................................................................................................................73
7.1 不同媒介“第一接触”比率统计 ..............................................................................................73
7.2 不同媒介“第二接触”比率统计 ..............................................................................................74
7.3 不同媒介“第三接触”比率统计 ..............................................................................................75
7.3 媒介接触人群地区差异..............................................................................................................76
7.3 媒介接触人群行业差异..............................................................................................................77
7.3 媒介接触人群年龄差异..............................................................................................................78
III 市场状况............................................................................................................... 错误!未定义书签。
1 综合门户..................................................................................................................................................79
DCCI 互联网数据中心•电话:8610-51281009-816/822 传真:8610-51281009-801
网址:www.dcci.com.cn 邮件:dcci@dcci.com.cn
1.1 规模...............................................................................................................................................79
1.2 格局...............................................................................................................................................81
1.3 趋势...............................................................................................................................................82
2 视频网站..................................................................................................................................................83
2.1 规模...............................................................................................................................................83
2.2 格局...............................................................................................................................................87
2.3 趋势...............................................................................................................................................88
3 体育网站..................................................................................................................................................92
3.1 规模...............................................................................................................................................92
3.2 格局...............................................................................................................................................93
3.3 趋势...............................................................................................................................................94
4 旅游预定..................................................................................................................................................95
4.1 规模...............................................................................................................................................95
4.2 格局...............................................................................................................................................96
4.3 趋势...............................................................................................................................................97
5 搜索引擎..................................................................................................................................................98
5.1 规模...............................................................................................................................................98
5.2 格局.............................................................................................................................................101
5.3 趋势.............................................................................................................................................102
6 即时通讯.................................................................................................................................................103
6.1 规模.............................................................................................................................................103
6.2 格局.............................................................................................................................................104
6.3 趋势.............................................................................................................................................105
7 电子商务.................................................................................................................................................106
7.1 B2B 市场分析.............................................................................................................................106
7.1.1 规模...................................................................................................................................106
7.1.2 格局.................................................................................................................................108
7.1.3 趋势.................................................................................................................................109
7.2 C2C 市场分析............................................................................................................................. 110
7.2.1 规模.................................................................................................................................110
7.2.2 格局................................................................................................................................. 111
7.2.3 趋势
.................................................................................................................................112
7.3 B2C 市场分析............................................................................................................................. 113
7.3.1 规模.................................................................................................................................113
7.3.2 格局.................................................................................................................................114
7.3.3 趋势.................................................................................................................................115
8 网络游戏................................................................................................................................................ 116
8.1 规模............................................................................................................................................. 116
8.2 格局............................................................................................................................................. 119
8.3 趋势.............................................................................................................................................120
9 社区网站.................................................................................................................................................121
9.1 规模.............................................................................................................................................121
9.2 格局.............................................................................................................................................122
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