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Consumer Behaviour Short Report JULY 2019 Taiwan Market
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Consumer Behaviour Short Report JULY 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 七月份消費者動態
2.
Youtuber 消費者心佔率 –
7月份 TOP5 2 # 1 # 2 # 3 # 4 # 5 持平 上升 5個名次 ©東方線上股份有限公司 持平 下降 1 個名次 上升 2個名次
3.
Youtuber 心佔率 名次 六月份
七月份 排名相較上個月變化 1 蔡阿嘎 蔡阿嘎 維持 2 卡提諾狂新聞 卡提諾狂新聞 維持 3 木曜4超玩 理科太太 Li Ke Tai Tai 上升2個名次 4 這群人 TGOP 木曜4超玩 下降1個名次 5 理科太太 Li Ke Tai Tai 館長成吉思汗 上升5個名次 6 阿滴英文 阿滴英文 維持 7 上班不要看 NSFW 蔡阿嘎Life 新進榜 8 黃阿瑪的後宮生活 上班不要看 NSFW 下降1個名次 9 Joeman 這群人 TGOP 下降5個名次 10 館長成吉思汗 Joeman 下降1個名次 11 Rosalina's Kitchen 蘿潔塔的廚房 鍾明軒 新進榜 12 滴妹 那對夫妻 上升2個名次 13 白癡公主 滴妹 下降1個名次 14 那對夫妻 三原 JAPAN Sanyuan_JAPAN 上升1個名次 15 三原 JAPAN Sanyuan_JAPAN HowFun 上升4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 ©東方線上股份有限公司
4.
新消費行為使用率調查 4 53.9% 行動支付使用率 嘗試陌生日常清潔品牌 (37%),即便沒聽過也願意 試 (16%) 28% 有目的的飲食調控行為 25.9% 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 上傳抖音 使用健身房 使用微型醫美 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 ©東方線上股份有限公司 7.5%8.5% 5.9% 10.6% 持平 6.4% 10.1% 10.6%
5.
七月份消費者熱門話題 5 57% 餐廳 美食 娛樂 影劇 43% 購物 優惠 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, 究竟消費者在七月份,曾經和朋友 主動 分享過哪些話題? 34% 政治 ©東方線上股份有限公司 36% 投資 理財 24% 烹飪 料理 32% 集點 活動 33% 娛樂 影劇
6.
鐵粉?圈誰的粉?換誰的粉 依據粉絲忠心的程度,看懂Youtuber的影響力及粉絲忠誠度 6 • 依據知曉度 /
關心度兩個軸向,7月份百大Youtubers可分為五種類型: 眾所皆知 / 人氣黏著 / 死忠注目 / 後勢看漲 / 領域利基,各自粉絲效果大不同 知曉度 (知道這個人) 關 心 度 ( 會 去 關 心 這 個 人 在 其 他 媒 體 的 相 關 消 息 ) 完 整 矩 陣 圖 P D F 請至東方線上官網 下 載 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 ©東方線上股份有限公司
7.
七月份熱門話題:美食與餐廳! • 美食與餐廳、購物優惠、投資理財:消費者在七月份曾經與其他人當面、透過訊息,或是社群上轉貼討論的話題, 主要有三大項美食與餐廳、購物優惠、投資理財 • 年齡愈輕的消費者,平日涉略主動討論的話題更多元 7 5.3 4.7
4.6 4.2 20~29歲 30~39歲 40~49歲 50~59歲 各年齡層平均討論主題數 (24項主題) 57% 43% 34% 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 曾經與其他人當面、透過訊息,或是社群上轉貼討論的話題 36%
8.
消費者感興趣的話題:曾經與其他人當面、透過訊息,或是社群上轉貼討論 • 生活議題、環境議題、消費議題:不同年齡層在不同議題上的關注力大不相同 • 議題擴散:20-29歲受訪者除生活議題整體突出外,在國際情勢、人權的擴散程度值得關注;50歲以上在經 濟發展議題上的擴散力較強;40-49歲的受訪者則最愛討論消費議題中的購物優惠訊息 8 40%
29% 33% 36% 44% 37% 32% 20% 25% 23% 12% 8% 27% 24% 15% 7% 20% 13% 14% 11% 29% 24% 21% 21% 28% 19% 14% 8% 18% 13% 13% 13% 20~29歲 30~39歲 40~49歲 50~59歲 政治 娛樂影劇 網紅 電玩 時尚 保養 感情 命理星座 29% 19% 21% 22% 26% 39% 39% 40% 19% 18% 18% 28% 23% 14% 15% 10% 20~29歲 30~39歲 40~49歲 50~59歲 國際情勢 投資理財 經濟發展 人權議題 20% 17% 21% 19% 34% 35% 35% 25% 22% 24% 24% 20% 39% 42% 49% 43% 20~29歲 30~39歲 40~49歲 50~59歲 百貨公司促銷 便利商店集點 超市集點 購物優惠 生 活 議 題 環 境 議 題 消 費 議 題 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 ©東方線上股份有限公司
9.
東方線上消費者研究集團 9 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
10.
東方線上消費者研究集團 三大資料庫及服務 10 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
11.
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
12.
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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