This may explain where everyone on SI is now....
Online Pornography Usage: A Comprehensive Snapshot of Hong Kong Internet Users' Demographics, Duration, Traffic Trends and Most Favoured Adult Sites
HONG KONG--(BUSINESS WIRE)--Feb. 6, 2001--NetValue today released figures for adult site activities during the month of December.
Key factors in the study include users' profiles based on gender, age, occupation and monthly income. The report also highlights aspects such as duration per site visit, unique visitor population from October to December, and the ten most popular sex sites.
Men Enjoy Viewing Sex Sites More
More males visited adult sites than females in December 2000. Among the 1,056,000 active Internet users in Hong Kong for December 2000, 40% (420,220 unique visitors) visited adult sites. Of these adult sites visitors, 70% were male and 30% were female. On average, males spent 78.3 minutes on adult sites whereas females spent 49.6 minutes.
Teens and Young Adults Most Likely to View Sex Sites
Among the five significant age groups studied, people aged 15 to 24 had the highest number of sex site visitors (43%). The age group with the fewest number of visitors to online sex sites belonged to the 50 to 64 age range (2%). Surprisingly, this same group also spent the longest time viewing these websites, clocking in an average of 103.8 minutes.
Sex Sites Are Most Appealing to Students
In terms of occupation, students came up as the group with the largest participation in sex site viewership (37%). The second-largest group consisted of non-manual employees, or white-collar non-management workers (21%). Following that were general management individuals (10%) and professionals (10%) such as lawyers, doctors, architects, etc.
Higher Monthly Income Means Less Interest in Viewing Adult Sites
People with no income had the highest interest in going to sex sites (21%). Individuals earning under HK$3,500 came in at a close second place at 20%. As the salary increased, the likelihood of going to online adult sites decreased. Those earning HK$65,000 or above per month accounted for only 1% of adult sites visitors in Hong Kong.
Unique Visitors Increased from October, Decreased in December
Findings revealed that the trend of visiting adult websites increased from October to November (from 434,100 to 451,150 visitors), and then decreased in December (420,220 visitors). This trend differs somewhat compared to recent findings reported from the UK and Spain. The report from Spain revealed that October had the highest percentage of users visiting adult sites (1,277,390 visitors), and slumped in November (1,052,680 visitors) before picking up speed again in December (1,167,780 users). The UK study for October saw 3,532,130 visitors going to sex sites, then dropped down to 3,501,000 visitors in November before increasing to 3,558,210 visitors in December.
Hong Kong's Most Popular Adult Sites
Sexshare.com topped the list of most visited adult sites with 102,460 unique visitors in December (a reach of approximately 10% of Hong Kong's Internet population). Out of the top 10 adult sites, 3 are Asian grown - 2 are Japanese and 1 is Hong Kong based. While hkgal.com ranked just 8th in terms of unique visitors, users spent an average of 34 minutes on the site; duration spent on other top sites was less than 7 minutes per site.
About NetValue
NetValue, a global Internet measurement company, provides the most comprehensive picture of consumer behavior online. With proprietary technology designed in-house, NetValue recruits and operates meticulously structured Internet user panels to yield unique and detailed usage (and audience) information reports.
The insight NetValue derives from these user panels provides global clients such as Freeserve, MSN, Societe Generale, Salomon Smith Barney, Yahoo!, Modem Media, Sohu, NBCI and Kimo with powerful tools that can be applied to optimise market opportunities. Founded in France 1998, NetValue S.A. currently owns panels in France, Germany, Mexico, Sweden, Norway, Denmark, Spain, the United Kingdom and the United States. NetValue Limited, a subsidiary headquartered in Hong Kong, owns panels in China, Hong Kong, Korea, Singapore and Taiwan.
Methodology
Panels are recruited by Taylor Nelson Sofres on an exclusive and global basis, allowing for seamless reporting. In China, Central Viewer Survey and Consulting Center (CVSC) partners with NetValue. The process is universally followed. First, an establishment survey (ES) quantifies and profiles the number of Internet users in each country, gathering both Internet related data (e.g. level of Internet penetration, main ISP used, how long the household has been connected) and demographic and socio-economic data. The most current characteristics of the Internet user population are determined through monthly random digit dialing telephone interviews.
Once recruited, panelists download NetValue's proprietary technology, NetMeter(tm), onto their home computers, enabling NetValue to capture ALL Internet activity; web usage, email, chat, file transfers, audio and video downloading, instant messaging and more.
For more information, please visit: www.netvalue.com
Definitions used in this release:
Adult site
A site that contains images, writing or other content that is obscence, indecent, sexually explicit, violent or repulsive.
Internet user
A NetValue Internet user is an individual who has connected to the Internet at least once during the reference period
Unique visitors
Represents the number of unique projected Internet users who connected at least once during the reference period
Reach
Represents the percentage of unique Internet users who connected at least once during the reference period
Duration
Length of time (in minutes or hours) spent by an Internet user on pages from a domain or property.
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Contact:
Janice Lee
Tel: 852/2832-0621
Fax: 852/2891-8824
Email: janice.lee@netvalue.com
or
Christina Wong
Tel: 852/2832-0622
Fax: 852/2891-8824 |
