19.2.07 Jupiter Research NASDAQ MCGC

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???????? ???????19.2.07 ???? ???????? ?????
???????Jupiter Research (NASDAQ MCGC(
2
????? ????????- Killer App ?? ???????? ???
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• ?????? "????" ????? ?? ????? ?"??? ????" ?- 2006
• ??? ???? ?????? ???????? ????? ???? ?????? ??
  ?????- Global 500 ??????? ??? ?????? ???????
• My Space
• Orkut
• YouTube
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  ??? ?? ?????? ?? ????? ?????????? ?? ?????? ?????
  ?-Killer Application ???????? ????? ??? ?????????
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• ??? ??? ????? ??????? ???????? ????? ??????
  ?????? '??????' ????? 2007
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• ?? ??? ???? ????? ????? ?-2006, ?????? ????
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• ???? ???? " "Marketing to Influentials,
  November 7, 2006

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11 are pure new influentials 35 are asked for
product recommendations from friends 69 will
use social sites in the next year 41 have a
blog 42 have posted a comment as a result of
seeing an ad 31 have uploaded an image or
video as a result of seeing an ad
18 are pure classic influentials 100 are asked
for product recommendations from friends 54
will use social sites in the next year 13 have
a blog 10 have posted a comment as a result of
seeing an ad 7 have uploaded an image or video
as a result of seeing an ad
6 ????????? ???????
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only) n 724 (new
influentials, US only) n 255 (combination
influentials, US only)
7
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• ????????? ?????? ???? ?????? ????????? ( ???
  ????? 38 ????? 42)
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8
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Percentage of Segment
Question Thinking about your use of the Internet
over the last year, which of the following
additional activities did you conduct online
monthly or more frequently? (Select all that
apply.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only), n 724 (new
influentials, US only) n 4,182 (overall online
users, US only)
9
????????? ?????? ?? ?????? "?????" ?? ??????
????????
Percentage of Segment
Question For what purposes would you be
interested in using such sites? (Select all that
apply.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only), n 724 (new
influentials, US only) n 4,182 (overall online
users, US only)
10
????????? ???????? ?? "????? ????" ????? ?????
?????
Electronics
Fashion
Entertainment
Percentage of Segment
Note Numbers reflect respondents who answered,
I am the first person people come to for
recommendations about fashion/consumer
electronics/entertainment. Question Please
indicate to what extent each statement describes
your attitudes. (Select one for each.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only) n 724 (new
influentials, US only) n 4,182 (overall online
users, US only)
11
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Source JupiterResearch (11/06)
12
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Marketing Message for New Influentials
Marketing Message for Classic Influentials
Source JupiterResearch (11/06)
13
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For New Influentials and Combination Influentials
For Classic Influentials and Combination
Influentials
Percentage of Advertisers
Question For which of the following reasons are
you using or planning to use online advertising?
(Select all that apply.)
Source JupiterResearch/e-Rewards Online
Advertising Executive Survey (4/06), n 273
(advertisers, US only)
16
??????? ?????? ????? ?? ????????? ?????? ???
?????? ?? ?????? '?????????' ?? ???????
Percentage of Segment
Question Which of the following activities have
you engaged in as a result of viewing advertising
online in the past 12 months? (Select all that
apply.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only) n 724 (new
influentials, US only) n 4,182 (overall online
users, US only)
17
???? ????? ?? ????????? ?????? ?"? ???? ??????
???????
Percentage of Segment
Question What benefits would motivate you to
provide information about yourself online (e.g.,
zip code, name, age, gender, etc.)? (Select all
that apply.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only) n 724 (new
influentials, US only) n 4,182 (overall online
users, US only)
18
????????? ???????? ????? ????? ???????? ???? ??
?????? ?????
Percentage of Segment
Note Numbers reflect respondents who answered,
I like being the first one to know about new
products. Question Please indicate to what
extent each statement describes your attitudes.
(Select one for each.)
Source JupiterResearch/Ipsos-Insight Individual
User Survey (7/06), n 1,021 (classic
influentials, US only) n 724 (new
influentials, US only) n 4,182 (overall online
users, US only)
19
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• "???????" ( Connectors )
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• ??? ???? ????? ??????? ????????? ???????? ?????
  ?????? ?????? ????? '??????' ????? 2007
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• orenh_at_jupiterkagan.com
• www.jupiterresearch.com
• blog http//jupiteril.gblogs.co.il 

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24
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• ??????? ??????? ?? ???? ?? ?'????? ?????'
• ""Marketing to Influentials-November 7, 2006
• ??? ?????? ????? ????? 2006 ???? ???? ????? ??
  4,182 ?????? ???????? ?????? 18
• ??? ??????? ???????? ????? ????"? ?????? 2006
  ???? 273 ??????? ?- 121 ???????? ????? ????????

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