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Consumer behaviour short report April 2019-Taiwan market
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Consumer behaviour short report April 2019-Taiwan market
1.
東方線上消費者研究集團 行銷部 東方線上股份有限公司,台北市大安區信義路四段306號7樓 四月份消費者動態 Consumer Behaviour
Short Report / April 2019 Taiwan Market
2.
YouTuber 消費者心佔率 –
四月份 TOP5 2 # 1 # 2 # 3 # 4 # 5 持平 持平 持平 上升 1 個名次 上升 1 個名次
3.
YouTuber 心佔率 名次 YouTuber 三月份 心佔率 YouTuber 四月份 心佔率 排名相較上個月變化 1
蔡阿嘎 23.9% 蔡阿嘎 22.0% 維持 2 卡提諾狂新聞 18.1% 卡提諾狂新聞 20.5% 維持 3 理科太太 Li Ke Tai Tai 17.5% 理科太太 Li Ke Tai Tai 19.1% 維持 4 這群人 TGOP 15.9% 阿滴英文 16.6% 上升1個名次 5 阿滴英文 13.0% 木曜4超玩 15.1% 上升1個名次 6 木曜4超玩 12.5% 千千進食中 14.0% 上升1個名次 7 千千進食中 10.7% 谷阿莫 13.9% 上升1個名次 8 谷阿莫 10.3% 這群人 TGOP 12.7% 下降5個名次 9 黃阿瑪的後宮生活 9.7% 上班不要看 NSFW 10.4% 上升4個名次 10 館長成吉思汗 9.2% 黃阿瑪的後宮生活 10.1% 下降1個名次 11 噪咖 EBCbuzz 8.2% 台灣達人秀 9.0% 上升1個名次 12 台灣達人秀 8.1% 滴妹 8.9% 上升5個名次 13 上班不要看 NSFW 7.9% Joeman 8.3% 上升1個名次 14 Joeman 7.8% 館長成吉思汗 8.1% 下降4個名次 15 那對夫妻 6.8% 白癡公主 7.8% 上升8個名次 3 除訂閱人數、影片觀看數值的掌握外,每月 YouTuber 的消費者心佔率 亦能反應不同 YouTuber 間的 影響力差異。以下為以消費者過去一個月實際觀看過且最常看 (亦即能夠明確指認出來) 的 YouTuber, 作為各頻道在消費者心中佔有一席之地的參考指標。 東方線上消費者研究集團自主調查,N=1,000,20-59歲,針對當月前百大YouTuber進行調查:研究執行:東方快線網路會員問卷調查
4.
新消費行為使用率調查 4 49% 行動支付使用率 不可忽視的嘗試陌生日常清 潔品牌 (39.4%),即便沒 聽過也願意試 (15%) 27% 有目的的飲食調控行為 27% 發布
IG 限時動態 在過去一個月,20-59歲的受訪者在各種行為的使用率有多高? 其他 調查 行為 使用LINE購物群組 使用外送平台 使用抖音 使用健身房 使用微型醫美 資料來源: 東方線上消費者研究集團 四月份消費行為速報調查 2.7% 持平 持平 持平 持平 東方線上消費者研究集團自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查
5.
四月份消費者熱門話題 5 58% 31% 27%
40% 28% 33% 12% 餐廳 美食 娛樂 影劇 保養 投資 理財 烹飪 料理 集點 活動 星座 命理 東方線上消費者研究集團自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查 不論是當面、訊息,或是社群平台分享這些方式上, 究竟四月份的消費者們,都曾經和朋友 主動 分享過哪些話題?
6.
東方線上消費者研究集團 6 1000M 20萬 30年 50K戶 400人 200家 E-ICP 台灣消費需求研究 消費趨勢變化 價值觀與生活型態研究 大數據研究 發票銷售數據研究 電信消費偏好研究 社群口碑研究 網路調查 會員嚴謹身分查核、 迅速、精確 趨勢研討會 每年舉辦 年度趨勢發表討會
7.
東方線上消費者研究集團 三大資料庫及服務 7 1 消費行為資料庫 消費者行銷資料庫 以問卷調查結果,提供整合性客戶 輪廓及消費行為 發票銷售分析資料庫 以實際銷售狀況,分析市場變化及 品牌競爭情形 2 社群口碑分析 EOL Social
Listening 蒐集消費者的網路口碑,以語意分 析方式,判斷社群聲量、口碑情緒 走向,以及品牌表現狀況 3 網路調查 東方快線 會員制網路調查平台,嚴謹審 核受訪者背景及填答狀況,避 免一般網路調查之品直良莠不 齊狀況
8.
東方線上消費者研究集團 – 消費者行銷資料庫 心理特質 流行,
健康…等生活態度 內在特質(最想獲得/現階段滿足) 個性特質… 02 興趣/嗜好/活動 送禮 外食/聚餐 音樂 偶像明星卡通人物 03 電視/網路 報紙/雜誌/廣播 媒體接觸 05 商品消費 食品/飲料/醫藥 3C資訊/家電 耐久財/交通工具 通路 日用/保養/清潔 06 性別/年齡/收入/職業 人口統計 01常去場所 百貨公司、便利商店、連鎖餐廳 04 是哪些人 想什麼 做什麼 喜歡誰 去哪裡 媒體接觸 買什麼 用什麼 E-ICP 累積近30年台灣消費者行銷資料庫 橫跨台灣13-74歲消費者之有效樣本調查
9.
Thank you 本文件資料,非經東方線上行銷部同意不得引用、轉載、再製 媒體聯絡人:行銷副理 楊至靜
#816 副總監 楊少夫 #812 +886 2 2706 4865 東方線上股份有限公司,台灣台北市大安區信義路四段306號7樓
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