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Consumer behaviour snapshot Mar 2021 Taiwan market (JP)

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Consumer behaviour snapshot Mar 2021 Taiwan market (JP) 東方線上 2021年3月消費者レポート 日本語

Consumer behaviour snapshot Mar 2021 Taiwan market (JP)

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3月消費者レポート
2021年
2021年04月1日公開
1. 2021年03月 消費データから見る発見と解説
• 消費者間で話題になっていることから購買意欲を見出す?
• フードデリバリーサービスとTikTokの利用状況
• 新型コロナウイルスの影響でライフスタイルに変化が?
• 新型コロナワクチンの接種が開始、消費者の意向は?
2. 消費行為フォローアップ調查
• 毎月行っているフォローアップ調査より最新の市場状況を把握
東方線上消費者研究グループ
東方線上股份有限公司,台北市大安區信義路四段306号7階
Agenda
1. 2021年3月 消費データから見る発見と解説
• 母の日商戦が間もなく開始。消費者間で話題になっていることから商品購入の可能性が見える?
• デリバリーサービスやTikTokの利用率はブランドや企業にどのような影響があるか?
• 新型コロナウイルス感染症流行により新たなライフスタイルが誕生。
どのような人が消費者になり得るか?今後半年間、より多くの消費者が継続する行為はどれか?
• 新型コロナワクチンの接種が開始、消費者の意向は?年齢によって考え方は異なる?
2. 消費行為フォローアップ調査
• 毎月定期的に行っているフォローアップ調査より、最新の市場動向を提供。
2
2021年03月
1. 消費データから見る発見と解説
東方線上消費者研究グループ/マーケティング部
東方線上股份有限公司,台北市大安区信義路四段306号7階
データ発見1:
買い物関連の話題量が長期的にみて増加傾向
• 国際情勢が買い物関連の話題量に影響:東方線上が長期的に行っている調査結果では、2020年コロナ感染が落ち
着き始めた頃に多くの消費者が買い物関連の話題をシェアしており、国際情勢の話題量と買い物時関連の話題量が
負の相関にあることがわかる。
• 気分転換のために買い物の話題をシェア:2020年10月は国際情勢や経済発展に関する話題が多く議論されたが、
その後、買い物における割引・キャンペーンについての話題をシェアした割合が30.8%から36.2%まで増加してい
る。消費者のニーズがとても明確に見える。
4
東方線上消費者研究グループ調べ,N=1,000,20-59歲;研究実行:東方快線ネット会員アンケート調查(2020-2021) © 東方線上股份有限公司
25.9% 27.3%
22.3%
25.9%
22.2%
35.0%
38.0%
30.8% 32.0%
38.3%
34.7%
36.2%
10%
20%
30%
40%
7月 8月 9月 10月 11月 12月 1月 2月 3月
2021
自発的にシェアされた話題
政治 國際情勢 經濟發展 購物優惠
2020
買い物における割引
・キャンペーン
国際情勢 経済発展
政治
データ発見2:
フードデリバリーサービスが再び成長
• デリバリーサービスの利用率が4か月連続35%以上:デリバリーサービスの利用率はコロナ禍の2020年3月から
11月までは30-35%の間をキープ、横ばいの状態が続いていた;2020年12月の利用率が35%を超えてから現在も
高い割合をキープしている点に注目すべきである。デリバリーサービスと消費者の生活との高い密接度、また消費
習慣の変化による影響に注意していく必要がある。
5
東方線上消費者研究グループ調べ,N=1,000,20-59歲;研究実行:東方快線ネット会員アンケート調查(2020-2021) © 東方線上股份有限公司
15.5%
18.2%
14.6%
25.2%
20.7%
29.6%
31.9%
28.8%
35.6%
30.9%
29.9%
33.3%
31.6%
36.1%
31.5%
36.5%
36.8%
38.2% 37.7%
0%
10%
20%
30%
40%
50%
3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月
2019 2020 2021
フードデリバリープラットフォームのサービス利用率
例:Uber Eats、foodpanda
データ発見3:
コロナ流行後 TikTok の利用率が少しずつ増加
• TikTok の大逆転:TikTokブームにより、2019年に利用率が27%を突破。TikTokブームが落ち着きはじめ、利用率
も少しずつ減少しているが、現在も17%-19%の間を維持している。
• 2割近くの利用率を維持:2020年3月から4月の新型コロナウイルス感染流行の影響もあり、TikTokの利用率が再び
20%に。コロナ感染者数の減少とともに利用率も減少、9月以降再び増加し、現在も約20%をキープしている。
6
東方線上消費者研究グループ調べ,N=1,000,20-59歲;研究実行:東方快線ネット会員アンケート調査(2020-2021) © 東方線上股份有限公司
27.7%
22.2%
19.2%
25.6%
19.6%
17.4%
19.7%
19.1%
19.9%
18.7%
19.9%
21.6%
19.8%
16.3%
17.7%
15.9%
18.2%
14.2%
16.5%
17.5%
19.1%
17.8%
17.9%
18.8%
0%
10%
20%
30%
4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月
2020 2021
TikTokの利用率
2019
減少傾向 増減なし
個人情報流出問題
増減なし
Ad

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