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Consumer behaviour snapshot July 2020 Taiwan market (jp)

2020年7月消費者動態速報 視聴行為がYoutube界のレッドオーシャン化につながる コロナ流行後初めて消費者の購買意欲が回復 消費行為フォローアップ調査 Youtuber人気ランキング – 2020年7月 TOP15 新たな消費行動の利用率調查 7月に消費者にHOTだった話題 状況は変わらず これからの収入に不安、支出を減らしている 小さいながらも確かな幸福が戻ってきた!

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7月分消費者動態速報
2020年07月31日發布
2020年
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,台北市大安区信義路四段306号7階
視聴行為がYoutube界のレッドオーシャン化につながる
東方オンラインでは長期にわたり台湾消費者のYoutuberトレンドを調査している。現在プラットフォーム側のアルゴリズムに
よって動画リーチ方法が変わったほかに,「Youtuberのリピート率低下」「スター級Youtuberの減少」「注意力が分配され
る相手の減少」という三つの大きな変化が起こっている。
1. 特定のYoutuberのためにYoutubeを視聴する消費者の割合は減っており,Youtuber一人ひとりのリピート率は減少しつつある。
2. TOP10Youtuberの人気度は下降している,全体的な数値も落ち着きをみせており,1人のYoutuberが多くの注目を集めるというような状況
は減っている。
3. 人気ランキングTOP100のYoutuberはここ一年流動性が低くとても安定している,それぞれのYoutuberが均等に消費者の注目を獲得してい
るといえる。
31.1% 29.5%
32.0%
34.8% 35.9%
18.9%
16.5%
14.1% 13.2% 12.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Jun Sep Dec Mar Jun
2019 2020
Youtuber注目度の変化
沒有主動觀看的Youtuber TOP1
0%
5%
10%
15%
20%
1 4 7 1013161922252831343740434649
Top 50 人気度の比較
Jun-19 Jun-20
82%
87% 88%
94%
92%
75%
80%
85%
90%
95%
100%
3月百大
6月百大
9月百大
12月百大
3月百大
2019 2020
TOP100のYoutuber存続率 (季)
東方オンライン消費者研究グループ調べ,N=1,000,20-59歳;研究実行:東方快線ネット会員アンケート調査(2020年7月) © 東方線上股份有限公司
自分から視聴するYoutuberはいない
コロナ流行後初めて消費者の購買意欲が回復
• 2月に新型コロナウイルス感染が確認されてからずっと下降していた消費者の購買意欲だったが,今回の
調査で初めて回復現象がみられた。
• 振興券は消費者に購買意欲を持たせるのに有効であった,火付け役となった振興券がこのまま消費者の購
買意欲を維持し続けられるかどうか引き続き観察の必要がある。
54
56 56
53
54
52
55
54
56
55
50
53
52
51
50
49
51
58
57
56
55
54
53
52
51
50
49
48
1月 2月 3月 4月 5月 6月 7月
2020
3月 4月 5月 6月 7月 8月 9月 10月 11月 12月
2019
東方オンライン消費者研究グループ調べ,N=1,000,20-59歳;研究実行:東方快線ネット会員アンケート調査
© 東方線上股份有限公司
もし点数をつけるとしたら,最近のあなたの購買意欲はどれくらいですか?(0-100点)
消費行為フォローアップ調査
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,台北市大安区信義路四段306号7階
東方線上消費者研究グループ調べ,N=1,000,20-59歲,2020年7月TOP100のYoutuberを対象とした調査;同じ研究方法で行った4月データと比較。
研究実行:東方快線ネット会員アンケート調査
Youtuber人気ランキング– 2020 年7月分 TOP5
# 1
# 2
# 3
# 4
# 5
© 東方線上股份有限公司
2位上昇
1位下降
順位維持
順位維持
1位上昇
Youtuber 人気ランキング
名次 4月分 7月分 4月分との比較
1 千千進食中 千千進食中 順位維持
2 蔡阿嘎 蔡阿嘎 順位維持
3 木曜4超玩 蔡桃貴蔡阿嘎二伯's Family 2ランク上昇
4 卡提諾狂新聞 木曜4超玩 1ランク下降
5 蔡桃貴蔡阿嘎二伯's Family 阿滴英文 1ランク上昇
6 阿滴英文 蔡阿嘎Life 4ランク上昇
7 眼球中央電視台 卡提諾狂新聞 3ランク下降
8 鍾明軒 唐綺陽官方專屬頻道 5ランク上昇
9 莫彩曦Hailey 黃阿瑪的後宮生活 5ランク上昇
10 蔡阿嘎Life 鍾明軒 2ランク上昇
11 這群人TGOP 波特王Potter King 5ランク上昇
12 白癡公主 這群人TGOP 1ランク下降
13 唐綺陽官方專屬頻道 莫彩曦Hailey 4ランク下降
14 黃阿瑪的後宮生活 Ku's dream 酷的夢- 3ランク上昇
15 館長成吉思汗 眼球中央電視台 8ランク下降
このランキングはチャンネル登録者数や動画の再生回数のほかに,視聴者からの好感度や他のYoutuberとの影響力の
差等が反映されています。消費者が過去1か月の間で実際に視聴し,かつ最もよく視聴するYoutuber、各チャンネル
の視聴者好感度などの参考指標となります。
東方線上消費者研究グループ調べ,N=1,000,20-59歲,2020年7月TOP100のYoutuberを対象とした調査;同じ研究方法で行った4月データと比較。
研究実行:東方快線ネット会員アンケート調査 © 東方線上股份有限公司
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