2007 to 2008 China internet Annual Survey 10 highlights _IT industry

2007-2008 China Internet Survey is by the Chinese Internet Association and the third party organization Dcci Internet Data Center after organizing the three China Internet annual survey and one of the largest survey, will continue to use scientific investigation methods, using effective sampling methods, using the most rigorous technical means of sampling, To obtain the largest sample size, the 55 segments of the Internet from the market and the audience from the two perspectives of in-depth panoramic research.

Compared with the current survey of Internet industry in China, 2007-2008 Chinese Internet survey shows ten bright spots:

A scientific sampling method and technical means to ensure the effectiveness of the investigation samples, and greatly reduce the error of research.

2007-2008 China Internet survey mainly adopts the way of online investigation, and the error sources of online survey are four: first, the sampling error, the second is no return error, the third is the reply error, the fourth is the data processing error.

The Chinese Internet research Group has taken the following methods to minimize survey errors:

First, through the latest Internet user structure data as the basis of stratified sampling, the sample structure was dynamically adjusted during the investigation, and the largest sample size was collected to minimize the sampling error.

Second, the method of buffering the sample is used to reduce the error without return.

Third, through the adoption of strict technology, manual means to reduce the return error, including: Data foreground JS verification + verification Code + background source, submission mode, data integrity verification + later data analysis verification, answer time too long or too short and do not have a real user name, address, mail, Complete questionnaires, such as phone calls, will be removed from the questionnaire for personal information.

Four, through many different data analyst to the same data repeated processing and analysis, in order to reduce data processing errors.


Second, scientific research system and research methods, comprehensive research content, to ensure that the investigation of scientific and comprehensive.

From the research content aspect, the Chinese Internet survey has carried on the panorama thorough investigation to 55 kinds of breakdown Internet service from the market and the user/the audience two levels various dimensions and so on.

From the aspect of research system, China Internet survey has carried out in-depth research on 55 subdivision areas from scale, pattern, trend, question and hint. Using Dcci Internet Data Center original and have all intellectual property rights of China's Internet First market scale survey statistical process and mathematical model, to carry out market scale statistics and forecasting; using industrial economics combined with relevant market research model, the competition pattern, development trend, development question, development hint are analyzed deeply.


Three unified samples and continuous tracking, to achieve the continuity of the investigation, to achieve the horizontal and vertical comparison of the survey data.

This year's annual survey on the basis of questionnaire survey, but also joined the investigation software client record Internet behavior, to achieve a unified sample of continuous tracking, to achieve the continuity of investigation, so that the investigation has a continuous comparison of the significance of the unified sample to achieve a horizontal comparison.


Four China Internet first wide range of Internet users visit the site long and other indicators of the survey.

Most organizations can not truly and comprehensively embody the value of Internet as a medium by measuring the value of Internet media only by the single dimension of the traffic index. The length of web site visits is an important indicator of the Internet media, and the previous assessment of the Internet media is precisely missing the data in this respect. For each audience, time is a scarce resource, the length of time spent on a medium can reflect the audience's attention to the media and preferences, in turn, it can reflect the value of the media. This survey, through the investigation of software clients accurately record users access to the Internet in each subdivision of the site of the length of the visit, of course, including the arrival rate, page access and other system media value indicators of measurement.


The first survey of Internet users ' consumption and demand in China's internet.

The survey of Chinese Internet users by most of the investigative agencies and other commercial organizations is limited to the investigation of the usage behavior of Internet service, but lacks the survey of the user's personal consumption expenditure and the overall consumption composition, the product service ownership, the brand and the satisfaction to the corresponding brand. , lack of future products and services to advance the trend, brand purchase, purchase price and other aspects of research. The Chinese Internet survey will systematically investigate and analyze the composition of consumer spending, product brand ownership and evaluation, product and brand purchase preferences and budgets for Internet users.


The first large-scale survey of media and advertising contacts in China's Internet.

Most investigative agencies and other commercial organizations do not study Chinese Internet users in depth to investigate the user's media and advertising contacts. China's Internet survey will delve into the extent to which Chinese Internet users are exposed to media and advertising, including Internet media, and to investigate the impact of purchases.


China's Internet first large-scale survey of Internet users ' attitudes and preferences.

China Internet survey In-depth, detailed survey of Internet users about shopping considerations, the internet in consumer shopping in the impact and role of users and various personal interests.


The first panoramic survey of the value of 500 Web sites by the Chinese Internet.

Through technical means, China Internet survey can deeply cross analysis of the Internet 55 subdivision of the typical Internet service audience value, including audience arrival rate, audience access time, audience demographics characteristics, audience consumption capacity, consumer products/services demand, audience brand preferences, Audience pre-purchase trend and audience purchase price and other indicators.


The first panoramic survey of the behavior of 500 website users in China's Internet.

Through technical means, China Internet survey can deeply cross analysis of Internet 55 subdivision of typical Internet service user behavior, including audience access page number, audience access frequency, audience overlap degree and other indicators.


More than 210 Internet industry experts and analysts hands-on guidance and participation, making the survey analysis more in-depth.

The survey has received more than 200 people from the Internet enterprises, research institutions, investment agencies, advertising agencies and other related fields of personal participation and guidance, for the survey to provide the latest views, analysis and judgement.


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