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Consumer behaviour snapshot Aug 2020 Taiwan market (jp)

2020年8月分消費者動態速報 (日本語) 1. Podcast 調查 -新勢力の台頭か?Podcast市場の大きさは? -見る・聞く それぞれの競争力は? ;YouTubeはPodcastの影響を受けるのか? -マルチタスクの利便性が聴覚の新しい切り口に -新たなユーザーを創り出す ;Podcastリスナーの影響力や特徴 2. 消費行為フォローアップ調查 -Youtuber人気度:千千進食が引き続き1位 -新たなYoutuberの参戦:Top7以下に動きあり -購物データの回復:消費需要は元に戻りつつある -新消費行為の安定:それぞれの消費行為都においてあまり顕著な増加などは見られなかったが,コロナウイルス流行の影響から脱却しながら回復している

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東方線上消費者研究グループ /マーケティング部
8月分消費者動態速報
2020年
2020年09月01日発布
東方オンライン股份有限会社,台湾台北市大安区信義路四段306号7階
今回の調査におけるポイント
2
Podcast 調查
1. 新勢力の台頭か?Podcast市場の大きさは?
2. 見る・聞く それぞれの競争力は?
;YouTubeはPodcastの影響を受けるのか?
3. マルチタスクの利便性が聴覚の新しい切り口に
4. 新たなユーザーを創り出す
;Podcastリスナーの影響力や特徴
消費行為フォローアップ調查
1. Youtuber人気度:千千進食が引き続き1位
2. 新たなYoutuberの参戦:Top7以下に動きあり
3. 購物データの回復:消費需要は元に戻りつつある
4. 新消費行為の安定:それぞれの消費行為都において
あまり顕著な増加などは見られなかったが,コロナ
ウイルス流行の影響から脱却しながら回復している
PODCAST 影響力調查
東方線上消費者研究グループ /マーケティング部
東方オンライン股份有限会社,台湾台北市大安区信義路四段306号7階
感覚争奪戦 : 視覚関連のものはすでに競争相手も代替品も多い;
聴覚関連のものが新たなブルーオーシャン領域に?
• 視覚の分散化 (SNSとYouTube)
• 近年消費者の注意力争奪戦は激しさを増しており,
YouTubeとSNSサイトでも同じように消費者の注
目度を競い合っているが,すでに大きな差が生じ
ている。
• YouTube使用率は上昇し続け,現在では主流と
なっている,2019年の使用率を見るとほぼ9割で
ある。
• 一方で,毎日SNSサイトをチェックする人数は
減少状況にある(每日1回以上する人の比率)。
• YouTube内部のクリエイター競争が激しさを増し
ており,以下のような現象が起きている (東方線上
7月份消費者動態速報)
1. リピート率の低下
2. スター級Youtuberの減少
3. 注意力が分配される
• 聴覚:新たなブルーオーシャン?
• 今回の調査で7%近くの消費者がこの1か月間で
Podcastを使用したことがあると答えた。
67%
73% 71%
79%
83%
89%
7%
30%
36% 37% 39%
33% 32%
2014 2015 2016 2017 2018 2019 2020
感覚器官の注意力争奪戦
YouTubeアプリの使用率
毎日必ずSNSを
チェックする率
4
Podcastの使用率
資料出典:東方線上消費者マーケティング資料庫(2015-2020年版),毎月に消費者動態レポート,*上のグラフの2020年の値は統計によって推定された値であり,
2021年に最新のデータが発表されます。 © 東方線上股份有限公司
Podcastで通勤時間を有効活用する
• Podcastのこれからの展開は注目する価値があるといえる,55%の消費者がPodcastを実際に使用
したことはないが,Podcastを知っており,これから聞いてみたいと回答している。
• 使用するタイミングとしては,通勤時という回答が一番多く,ほぼ半分(47%)を占めている;
感覚器官の注意力のうちまだ占領されていない聴覚の部分を埋める。
38%
55%
7% 聞く予定は無い
/わからない
聞く予定
すでに
聞いている
17%
18%
20%
27%
12%
46%
45%
66%
8%
3%
8%
12%
12%
14%
18%
20%
21%
26%
34%
47%
看電視時
上廁所/刷牙洗臉時
用餐時
非家中的休息時間
做家事或帶小孩時
工作或上課時
運動時時
睡前
等候時間
家中的休息時間
在交通工具上
感覚器官ごとの使用タイミング
Podcast
手機觀影
移動中
家での休憩時間
待ち時間
就寝前
仕事・授業中
運動中
家事・子育て中
家以外での休憩時間
食事中
トイレ/歯磨き中
テレビを見ているとき
5
資料出典: 2020年8月消費者動態速報,N=1,000 資料出典:東方線上消費者マーケティング資料庫 2020年版 © 東方線上股份有限公司
スマホで視聴(視覚)
Podcast(聴覚)
他の作業を行いながら同時に娯楽&学習が可能
• 視覚や両手を使用しない「聴覚商機」
• Youtubeやライブ放送は主に暇つぶし、
生活を楽しくするために視聴されるが,
Podcast最大の魅力は同時進行で他の作
業を行えることである
• 娯楽も重要な要素
堅苦しすぎるものは良くない
• 娯楽性はPodcast使用時の重要な動機と
なっている,リラックスするため以外
に,生活を楽しくするため、暇つぶしの
ためPodcastを使用する消費者が多い
• 新知、観点、刺激
• 「聴く」ことにより新しいこと・ものを
学ぶことができる,というのが消費者に
とってPodcastを使用する強烈な動機の
一つとなっている 0%
4%
4%
7%
7%
8%
10%
13%
13%
17%
18%
29%
31%
32%
37%
43%
其他
身邊的朋友好像都在聽
名人媒體在提倡聽Podcast
與周遭親友或同事有共通的話題
感受到我沒有與世界脫節
讓我好入眠
讓我感受到有人陪伴
取代傳統廣播節目
需要啟發及刺激
學習新事物 (語言)
瞭解其他人對事物的不同觀點
可以不限時間、地點聽想聽的內容
增加新知 (新聞、時事)
放鬆心情或添加生活中的樂趣與娛樂
打發時間
讓我可以一邊聽、一邊做其他事
Podcastを聴く動機
今までのラジオ番組の代わり
6
マルチ
タスク
娯楽
新しいこと
資料出典: 2020年8月消費者動態速報,N=1,000;Podcastを現在使用中或いは使用する予定がある ,N=618 © 東方線上股份有限公司
聞きながら他の作業も同時に行える
暇つぶし
リラックスのため、生活を楽しくするため
知識を増やすため(ニュース・時事問題)
眠りにつきやすい
その他
周りの友人たちが皆聞いているから
時間、場所に関わらず聞きたい内容を聞ける
自分と異なる他人の考え方を理解する
新たなことを学習する(言語)
インスピレーションや刺激が欲しい
誰かがそばにいる感覚が得られる
周りの友人や同僚との共通の話題のため
時代の流れに追いついていることを感じる
有名人がPodcastを使用していると聞いた

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