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제1장 서 론
최근 인터넷 포털에 대한 문제제기가 유선 인터넷에서 모바일로 확대되고 있으며, 포털 시장의 과도한 집중화 현상은 편향된 검색을 매개로 한 이해관계자 간에 논쟁을 불러오고 있다. 논쟁은 망 외부성을 보유한 일부 포털사업자가 중소업체에 불이익을 주었다는 내용으로, 검색과 관련한 이슈의 핵심은 이용자검색 서비스 이용행태에 근거합니다. 이에 본 보고서는 모바일 인터넷 이용자에 대한 이해 증진을 목표로 한다. 이를 위해 모바일 인터넷 시장 동향, 모바일 검색의 특징 등을 정리하였고, 이용자들의 모바일 인터넷 검색서비스 이용 패턴을 실제 이용로그 자료에 근거하여 분석하였다. 또한 한국의 주요 포털 시장과 앱 생태계를 대상으로 검색 중립성의 이슈가 잠재해 있는지에 대해 살펴보았다.
제2장 모바일 인터넷의 현황 및 향후 전망
우리나라를 비롯한 전 세계에서 모바일 인터넷이 활성화되고 있다. 스마트폰 도입 이후로 모바일을 활용한 신규 서비스가 속속 등장하였고, 언제 어디서나 정보를 이용할 수 있는 모바일 인터넷 환경이 조성되었다. 전 세계적으로 모바일 인터넷 가입자는 나날이 증가하는 가운데, 신규 서비스의 등장이 촉진되면서 모바일 데이터 트래픽의 증가가 예상되고 있다. 국내에도 스마트폰 가입자 증가에 힘입어 모바일 트래픽 양은 꾸준히 증가하는 추세이다.
모바일 인터넷은 네트워크의 진화와 디바이스의 다변화로부터 출발한다. 오늘날의 C-P-N-D 생태계는 모바일 인터넷에서 처음 등장하였고, 네트워크의 기술진보, 혁신적 디바이스의 등장, 스마트 디바이스, 웨어러블 디바이스의 출현은 모바일 인터넷의 성장을 견인하였다. 특히, 모바일 인터넷의 Big Player 등장은 모바일 생태계 전반에 영향을 미쳤으며, 대표적 기업인 Apple, Google, Facebook, Amazon 등의 향후 행보는 모바일 생태계의 미래상을 제시할 것으로 예상된다.
서 언···················································································································· 1
요약문···················································································································· 9
제1 장 서 론······································································································ 15
제2 장 모바일 인터넷의 현황 및 향후 전망····················································· 17
제1 절 모바일 트래픽 추이············································································ 17
1. 전 세계 모바일 인터넷 가입자 추이························································· 17
2. 전 세계 모바일 트래픽 추이······································································ 20
3. 국내 모바일 트래픽 추이··········································································· 23
제2 절 모바일 디바이스의 다변화 및 분화···················································· 26
1. 모바일 네트워크의 기술 진보···································································· 27
2. 혁신적 디바이스의 등장············································································ 29
3. 플랫폼 기반의 앱 경제 등장······································································ 39
제3 절 인터넷 생태계의 Big Player의 현황 및 향후 행보···························· 41
제3 장 모바일 인터넷의 기술 및 이용환경의 특징 ······································ 44
제1 절 모바일 검색기술의 특징····································································· 44
1. 모바일 검색의 정의··················································································· 44
2. 모바일 검색과 온라인 검색의 차이··························································· 47
3. 모바일 검색기술························································································· 48
제2 절 모바일 검색 이용환경의 특징····························································· 51
1. 고도화된 입력 방식··················································································· 51
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2. 브라우징의 시각화····················································································· 54
3. 높은 도달률································································································ 55
4. 위치기반 검색 서비스················································································ 56
제4 장 검색의 중립성과 모바일 인터넷 이용행태············································· 59
제1 절 검색 중립성의 기본 개념···································································· 59
1. 검색 중립성의 정의 및 관련 연구····························································· 59
2. 검색 중립성과 관련한 해외 규제 및 사례················································· 60
제2 절 모바일 인터넷 현황 및 이용자 특징·················································· 65
1. 모바일 인터넷 이용현황············································································ 66
2. 모바일 검색의 이용 특징··········································································· 68
3. 다중채널 전환(Multi-Channel Conversions) ················································ 69
4. 모바일 광고의 인지··················································································· 71
제3 절 모바일 인터넷 이용에 관한 선행 연구··············································· 72
제5 장 모바일 인터넷 이용행태 분석································································ 74
제1 절 연구 자료의 구조 및 맥락·································································· 74
1. 데이터 특징································································································ 74
2. 자료의 기초 통계량 ·················································································· 76
제2 절 PC와 모바일의 인터넷 이용행태 비교··············································· 85
1. 인터넷 이용 트래픽 패턴 비교·································································· 86
2. 웹사이트 간 연결성 분석··········································································· 89
제3 절 모바일 검색의 이용행태 분석····························································· 93
1. 검색어 조회 통계량 비교··········································································· 93
2. 검색어 조회 후 웹사이트 이동 비교························································· 97
3. 포털사이트별 검색어 조회 후 웹사이트 이동 경로 비교························ 101
제6 장 결 론··································································································· 110
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1. 모바일 인터넷의 검색 중립성·································································· 110
2. 모바일 환경과 검색 중립성의관계··························································· 111
3. 정책적 시사점·························································································· 112
참고문헌············································································································· 115
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