NRI's 2005 study also put forth five archetypes of . The first is the family-oriented , who has broad interests and is more mature than other ; their object of interest is secretive and they are "closet ". The second is the serious "leaving my own mark on the world" , with interests in mechanical or business personality fields. The third type is the "media-sensitive multiple interest" , whose diverse interests are shared with others. The fourth type is the "outgoing and assertive ", who gain recognition by promoting their hobby. The last is the "fan magazine-obsessed ", which is predominately female with a small group of males being the "moe type"; the secret hobby is focused on the production or interest in fan works. The Hamagin Research Institute found that moe-related content was worth ¥88.8 billion ($807 million) in 2005, and one analyst estimated the market could be as much as ¥2 trillion ($18 billion). Japan-based "Tokyo Otaku Mode", a place for news relating to , has been liked on Facebook almost 10 million times.