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online research - Social Media - Ⅰ Vol.26   

Summary 
This issue of I-News will continue to investigate usage levels of consumers towards UGC*(user generated contents) and reveal reliable resources when it comes to considering a product purchase.
 
*“User Generated Content (UGC)” refers to various kinds of media content, publicly available, that are produced by end-users.
         
 
Question 1 ：In the past year, have you posted reviews/opinions about products or services?(single choice)
 
  
            
                                                                                                                  
  • In China and Korea, more than 70% of the people mention that they have posted reviews/opinions about products and services.
  • Hong Kong is 3rd at 62%, followed by India at 44% and Taiwan at 43%.
  • On the other hand, in Japan, 76% of the people answered “No” while only 24% answered “Yes”.
 
       
•Question 2 :On which of the following sites have you posted in the past year? (multiple choices)
 
(%) 
         
                                                                                                                                     
  • In Korea, 88% of the people have posted their comments on the site where the products were purchased (such as Amazon.com).
  • China is 2nd at 81%, followed by Japan at 65%.
  • In Hong Kong, About 56% of the people have posted their comments on blogs, product forums, or online discussion groups (such as Cnet.com), followed by India at 45%.
  • In Japan, none of the people have used special websites for complaints (such as Complain.com).
 
 
• Question 3 : On about how many separate occasions in the past three months have you posted User Generated Content online？(single choice)  
 
      
               
  • In all countries, the majority of respondents answered that they have posted UGC online 1-4 times in the past three months. 
  • In all countries, less than 10% of the people have posted 15+.
  • In Korea, 43% of the respondents have not posted anything in the last three months. This is almost the same number that answered 1-4 occasions.
  
 
• Question 4 : What is the reason you have posted User Generated Content online? (up to 3 choices) 
(%) 
              
            
                          
  • Over 75% of the respondents answered “Communication” in Hong Kong and China.
  • Korea (58%) and India (54%) followed.
  • “Free of charge” is a major opinion in India (59%), followed by Japan (57%) and Korea (50%).
 
 
• Question 5 : What is the reason you did not post User Generated Content? (up to 3 choices) 
(%)
 
  
            

                          

  • 59% of the respondents answered “Others” in Korea, followed by Taiwan at 43% and China at 42%.
  • In India, 62% of respondents answered “No specific reason”.
  • “Do not want any trouble” is the major opinion in Japan at 42%, while “No time” in Hong Kong at 39%.
 
 
• Question 6 : Would you like to post in the future? (single choice) 
 
 
              

                             

  • With the exception of Japan, “Yes” is most answered in all countries.
  • In China, 77% of the respondents answered “Yes”, followed by India (58%) and Hong Kong (56%).
  • Japan is the only country where “Neutral” was most answered (37%) and “No” (31%) exceeded “Yes” (20%).
 
 
• Question 7 : How influential would you say each of the following is when you are making a purchase decision?(up to 3 choices) 
 
(%)
 
              
                              
  • In most countries, “Friend/Family recommendation” is the most influential factor when making a purchase decision. 82% of people answered in India.
  • Taiwan at 79%, China at 77%, and Hong Kong at 73% followed.
  • “Consumer Reports/Industry Review” is most answered in Korea at 79%, followed by India at 51% and Japan at 50%.
  • “UGC” is most answered in Korea at 71%, followed by China at 67% and Taiwan at 58%.
 
 
• Question 8: Which of the following can you count on when you are considering a purchase?(up to 3 choices)  
 
(%)
            

                               

  • In all countries, “Friend/Family recommendation” is most answered. Especially in Korea (83%) and India (82%), followed by China (78%) and Taiwan (75%).
  • “Consumer Report” is most answered in Korea (80%), India (56%) and China (42%) followed.
  • Korea is the only country where over 70% of the people mentioned three of the choices, “Friend/Family recommendation”, “Consumer Report”, and “UGC”.
  • “UGC” gets a lot of attention in Korea (73%), while less attention in Japan (15%).
 
 
• Question 9 : In the future, on which of the following would you like to count when you are considering a purchase? (up to 3 choices)   
 
(%)
 
            

                               

  • With the exception of Korea, “Family/Friend recommendation” is most answered.
  • India at 79% and China at 76%, followed by Korea at 75% and Taiwan at 72%.
    “Consumer Report” is most answered only in Korea (81%).
  • Korea is the only country where over 70% of the people mentioned three of the choices, “Friend/Family recommendation”, “Consumer Report”, and “UGC”.
 
 
 

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