Diffusion of “Real Name” Local SNS in Rural Communities: Approach to Potential Users Based on Segmentation

In recent years, attempt of local SNSs (social networking services) has been spreading in Japan. However, there are some cases unsuccessfully. And, because of regional individuality and diffusion level, problems in this attempt are different. Then, this paper focuses on diffusion process introducing “real name” SNSs for rural communities. Taking intervening activities from the outside regarding one of the most important factors as an example, objects are segmented according to intent to use SNS and willingness to information transmission. A segment adopting innovation early and its individuality become clear. In addition, it is suggested that the direction of effective intervening activities at each segment.