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Snapshot of Consumer Behaviors of Feb. 2022-EOLiSurvey (JP).pdf

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1. Omicron株流行下の消費者行動 フォローアップ調查 2. 旧正月は恋愛の話題で持ちきり? しかし話題量は年々減少 3. 電子レシートによる売れ筋分析:家事女王(Housework queen)の来襲 4. 消費者行動フォローアップ調查 ///新たな消費行為に関する調查 ///消費者間で自発的にシェアされた話題 ///YouTuber人気ランキング

Snapshot of Consumer Behaviors of Feb. 2022-EOLiSurvey (JP).pdf

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1. Omicron株流行下の消費者行動 フォローアップ調查
2. 旧正月は恋愛の話題で持ちきり? しかし話題量は年々減少
3. 電子レシートによる売れ筋分析:家事女王(Housework queen)の来襲
4. 消費者行動フォローアップ調查
• 新たな消費行為に関する調查
• 消費者間で自発的にシェアされた話題
• YouTuber人気ランキング
2月消費者レポート
2022年
東方線上消費者研究グループ
東方線上股份有限公司,台北市大安区信義路四段306号7階
2022年3月9日公開
Agenda
2
東方線上消費者研究グループ月間自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調査(2022年2月) © 東方線上股份有限公司
1. Omicron株流行下の消費者行動 フォローアップ調查
2. 旧正月は恋愛の話題で持ちきり?話題量は年々減少
3. 電子レシートによる売れ筋分析:家事女王(Housework queen)の来襲
4. 消費者行動フォローアップ調查
新たな消費行為に関する調查
消費者間で自発的にシェアされた話題
YouTuber人気ランキング
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
Omicron株流行下における
消費者行動フォローアップ調查
PART 1
42% 52% 69% 71%
41% 54% 65% 79% 83%
51%
2020年3月
2020年4月
2021年5月
2021年7月
2022年2月
2020年3月
2020年4月
2021年5月
2021年7月
2022年2月
平日 休日
在宅時間の比較
在宅時間が増えた(少なくとも1時間以上)
在宅時間はあまり変わっていない
• 在宅時間が増えた消費者の割合は2020年コロナ流行初期とほぼ同じに:全体的に4~5割の消費者の在宅時間が増え
ている。しかし、以前のコロナ禍と比べ、変化の差が最も少ない。
コロナによる今後の移動量の変化を推測する際、この割合を基本指標とすることができる。また、消費者は今後の
生活がwithコロナになっていくことを予想していることがわかる。
Omicron株流行下における消費者行動フォローアップ調查
1. 在宅時間が2020年コロナ禍初期とほぼ同じに
4
警戒
レベル3
微解封 Omicron株流行
画像:国家高速網路與計算中心 COVID-19全国コロナ感染地図
東方線上消費者研究グループ月間自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調査(2022年2月) © 東方線上股份有限公司
• コロナ禍で増加した活動のうち、感染予防対策のほかに、自炊、テレビ視聴、オンライン配信サービス、
ビデオゲームが、さまざまなコロナ流行状況下において、増加している。
Omicron株流行下における消費者行動フォローアップ調查
2. 継続するコロナ禍:食事と視聴習慣を優先的に調整
5
● コロナ禍において増加した行為(複数選択可能)*上位10つの行為のみ表示
2020年4月 2021年5月 2021年7月 2022年2月
1 手洗い、消毒 手洗い、消毒 マスクの着用 ネットショッピング
2 マスクの着用 マスクの着用 手洗い、消毒 マスクの着用
3 テレビ視聴 テレビ視聴 自炊 テレビ視聴
4 自炊 自炊 テレビ視聴 自炊
5 ネットショッピング ネットショッピング ネットショッピング 手洗い、消毒
6 無料のオンライン動画/音楽配信
サービス視聴
無料のオンライン動画/音楽配信
サービス視聴
無料のオンライン動画/音楽配信
サービス視聴
無料のオンライン動画/音楽配信
サービス視聴
7 自宅の掃除 自宅の掃除 自宅の掃除 自宅でビデオゲーム
8 自宅でお茶/コーヒーを淹れる 在宅勤務 家族との会話 自宅の掃除
9 自宅でビデオゲーム 家族との会話 自宅でビデオゲーム デリバリー
10 家族との会話 自宅でビデオゲーム デリバリー 冷凍/レトルト食品
上記の活動時間や
回数はコロナ流行
前後で変わらない
16% 9% 8% 26%
東方線上消費者研究グループ月間自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調査(2022年2月) © 東方線上股份有限公司
Omicron株流行下における消費者行動フォローアップ調查
3. 再びデパートが最も影響を受けるチャネルに
6
*今までのチャネル訪問行為を維持:”コロナが原因でチャネルの訪問回数が減少していない”と回答した割合的次數” 此選項之比例結果
• オミクロン株流行により約4分の3の消費者がチャネル訪問行為を調整、2020年コロナ禍状況と似ている;訪れる回
数が減少した上位5つのチャネルは同じ結果となった
• 今回のオミクロン株流行により、デパートは再度、最も影響を受けたチャネルとなった。映画館、大型量販店、
そして実聯制があまり厳しく行われていない夜市と市場が続く。
2020年2月 2020年3月 2020年4月 2021年5月 2021年7月 2022年2月
デパート/
ショッピング
センター
デパート/
ショッピング
センター
映画館 大型量販店
デパート/
ショッピング
センター
デパート/
ショッピング
センター
大型量販店 映画館
デパート/
ショッピング
センター
デパート/
ショッピング
センター
夜市 映画館
映画館 夜市 夜市 スーパー 大型量販店 大型量販店
夜市 大型量販店
医療機関/
診療所
夜市 市場 夜市
市場 市場 大型量販店 コンビニ
医療機関/
診療所
市場
先月と比べ訪れる回数が減少したチャネル-上位5か所
43%
33%
20%
8% 9%
27%
2月 3月 4月 5月 7月 1月
2020年 2021年 2022年
今までのチャネル訪問行為を維持*
東方線上消費者研究グループ月間自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調査(2022年2月) © 東方線上股份有限公司

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