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Consumer behaviour short report SEP. 2019 TAIWAN market
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Consumer behaviour short report SEP. 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 九月份消費者動態 2019年
2.
Youtuber 消費者心佔率 –
9月份 TOP5 2 # 1 # 2 # 3 # 4 # 5 持平 上升 4個名次 © 東方線上股份有限公司 持平 下降 1 個名次 上升 3個名次
3.
Youtuber 心佔率 名次 八月份 八月份 心佔率 九月份 九月份 心佔率 排名相較上個月變化 1
蔡阿嘎 19.0% 蔡阿嘎 16.5% 維持 2 卡提諾狂新聞 15.0% 卡提諾狂新聞 13.8% 維持 3 千千進食中 11.6% 木曜4超玩 13.2% 上升3個名次 4 蔡阿嘎Life 11.0% 千千進食中 12.8% 下降1個名次 5 阿滴英文 10.8% 這群人 TGOP 12.3% 上升4個名次 6 木曜4超玩 10.7% 蔡阿嘎Life 12.1% 新進TOP15 7 館長成吉思汗 10.6% 阿滴英文 11.5% 下降2個名次 8 理科太太 Li Ke Tai Tai 10.2% 蔡桃貴 蔡阿嘎二伯's Family 10.1% 新進TOP15 9 這群人 TGOP 9.4% 理科太太 Li Ke Tai Tai 9.4% 下降1個名次 10 上班不要看 NSFW 8.4% 館長成吉思汗 8.1% 下降3個名次 11 台灣達人秀 7.5% 上班不要看 NSFW 7.9% 下降1個名次 12 Joeman 7.1% 白癡公主 7.3% 上升3個名次 13 鍾明軒 7.1% 三原 JAPAN Sanyuan_JAPAN 7.0% 上升1個名次 14 三原 JAPAN Sanyuan_JAPAN 6.1% 台灣達人秀 6.7% 下降3個名次 15 白癡公主 6.0% Joeman 6.6% 下降3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 50.9% 行動支付使用率 嘗試陌生日常清潔品牌 (30%),即便沒聽過也願意 試 (13.5%) 23.7% 有目的的飲食調控行為 21.9% 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 持平持平 持平 持平 持平 4.8% 持平 持平
5.
九月份消費者熱門話題 5 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, 究竟消費者在九月份,曾經和朋友 主動 分享過哪些話題? ©
東方線上股份有限公司 54% 餐廳 美食 39% 購物 優惠 娛樂 影劇 25% 集點 活動 32% 娛樂 影劇 33% 投資 理財 27% 政治 23% 國際 情勢
6.
東方線上集團 EOL Group
為台灣最大的市場調查機構,旗下有東方線上、東方快線、東方社群 以台灣市場為起點,客戶服務範圍涵蓋亞太地區,提供客戶最完善且具市場洞察之建議方針,並 解析消費者生活脈絡擘劃消費趨勢,扮演華人消費趨勢的領航者 中國大陸台灣 6
7.
東方線上消費者研究集團 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
8.
東方線上消費者研究集團 市場洞察 理念 市場狀況分析 掌握欲進入市場 大小與規模、獲利狀況 年度成長狀況 競爭狀況 有多少競爭者,各自的競 爭力道為何 •
市佔率 • 通路布局 • 產品線 消費偏好與行為 消費行為與特色 逐年變化情況 消費心理與需求 市場進入策略 最為合適的市場切 入方式 8
9.
整合性 調查平台 多元背景 團隊&專家 精準 行銷建議 E-ICP行銷資料庫 18萬線上調查會員資料庫 質化及量化線下調查 廣告及產業實務背景團隊 多元專家智庫,包含: 1.趨勢研究、2.傳播溝通 3.品牌行銷、4.消費者行為 調查結果呈現, 更提供有效可執行的策略建議 透過集團資源, 提供整合行銷傳播服務 E-ICP 行銷資料庫 E-ICP系統 E-ICP電子年鑑 台灣10大生活型態研究報告 熟年銀髮趨勢報告 專案研究服務 質化 FGI焦點團體訪談 一對一深度訪問 量化(online &
offline) 網路調查 / 電話訪問 / 入戶訪問 街頭定點訪問CLT 巨量資料整合分析服務 全通路銷售量數據庫 EOL社群聆聽系統 消費者購買行為預測模型建構 趨勢報告服務 客製化報告 商機創新工作坊 品牌&趨勢顧問服務 優 勢 業 務 東方線上消費者研究集團 服務方式 9
10.
東方線上消費者研究集團 三大資料庫及服務 消費者資料庫 歷年消費者資料庫 依據台灣母體抽樣,問卷入戶調查 電子發票銷售資料庫 日用品銷售分析,年資料量達億筆 社群聆聽資料庫 彙整網路聲量,判斷趨勢發展 1 2
專案調查 厚實研究團隊:質量兼具 綜整各專業領域專家,提供客戶策略 導向解決方案 1. 品牌定位 / 品牌力 2. 定價策略 / 通路競爭 / 促銷手段 3. 產品 / 服務開發 巨量資料分析 整合/轉化數據價值 數據融合,整合生活者生活全貌 非結構化轉結構分析數據 視覺化呈現數據特徵,決策加速 3 10
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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
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