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Snapshot of consumer behaviors of Jan. 2022 EOL i-survey (jp)

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2022年1月消費者レポート Podcast使用行為フォローアップ調查 電動バイクが今後の主流に?環境に優しいことが強み? 商業施設に関するフォローアップ調查 消費行為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 Jan. 2022 EOL i-survey (jp)

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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
1月消費者レポート
2022年
2022年2月10日公開
1. Podcast使用行為フォローアップ調查
2. 電動バイクが今後の主流に?環境に優しいことが強み?
3. 商業施設に関するフォローアップ調查
4. 消費行為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
Agenda
2
東方線上消費者研究グループ每月自主調查,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查(2022年1月) © 東方線上股份有限公司
1. Podcast使用行為フォローアップ調查
2. 電動バイクが今後の主流に?環境に優しいことが強み?
3. 商業施設に関するフォローアップ調查
4. 消費行為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
Podcast 影響力
フォローアップ調查
PART 1
• Podcast視聴者は2割前後を維持:2020年中に話題となったPodcastの成長期は半年ほど継続しており、2021年3月頃
から現在まで2割前後の利用率をキープしている;警戒レベル3期間を経て、現在も一定の市場を維持している。
• 潜在的ユーザー割合が縮小:調査開始から15か月が経過、約1割の消費者が長期視聴者となり、市場も安定し生きて
いるが、未だに44%の消費者が様子見をしている状態である。今後より多くの魅力的な内容や動機があれば、
Podcast利用率が更に高くなると推測できる。
Podcast 影響力フォローアップ調查
Podcast市場は安定 2割前後の消費者が視聴
4
7%
11%10%
12%
15%14%14%
18%18%
19%
18%
20%
18%17%
19%
14%
20%
17%
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
2021 2022
Podcast利用状況
2020
7%
55%
38%
17%
44%
39%
2022年1月
2020年8月
聴いている
今後聴きたい
/聴く予定である
聴く予定はない
/わからない
Q.過去1ヶ月間に自発的にPodcastを聞いたことがある
東方線上消費者研究グループ每月自主調查,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查(2022年1月) © 東方線上股份有限公司
• マルチタスク、暇つぶし、新知識を得る
Podcast視聴動機のトップ3に
• 消費者はPodcastを視聴しながら、同時に他の作業
を行うことができるため、Podcastはマルチタスク
時のパートナーとしてよく使用されている。また、
マルチタスクに加え、Podcast視聴により暇つぶし
ができたり、新たな知識を得ることができたり等、
消費者のサポート役にもなっている。
• 内容重視、情報収集、役に立つ
• 二度の動機調査から消費者は上位3つの視聴動機の
ほかに、「異なる考え方を理解する」、「学習」、
「インスピレーションが必要」と答えた割合が前
回よりも増えていることがわかる。Podcast視聴時
の動機が多元化しているので、ブランド・企業マ
ネージャーはそれぞれの視聴者ニーズを理解し、
今後もPodcastにおいて消費者とかかわりを持つこ
とのできる内容を引き続き探すべきである。
Podcast 影響力フォローアップ調查
マルチタスク動機が減少 「何かを得たい」動機が増加
5
0% 20% 40% 60%
聴きながら他の作業も同時に行える
暇つぶし
知識を増やすため (ニュース、時事問題)
リラックスできる
時間、場所に関わらず聴きたい内容を聴ける
自分と異なる他人の考え方を理解する
生活が楽しくなる
新しいことを学習する (言語)
インスピレーションや刺激がほしい
今まで聴いていたラジオの代わりとして
時代の流れについていく
眠りにつきやすくなる (睡眠時のお供)
誰かがそばにいる感覚が得られる
友人や同僚との共通の話題が見つかる
周りの友人たちがみんな聞いている
有名人がPodcastを聴いていると話していた
以上どれも当てはまらない
その他
2020年8月(n=618) 2022年1月(n=610)
Podcast視聴の動機 2022 vs. 2020
Q.現在或いは今後Podcastを視聴する際、以下のどのような要素が原因となりますか?(複数選択可,nは現在或いは今後Podcastを視聴すると回答した者)
東方線上消費者研究グループ每月自主調查,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查(2022年1月) © 東方線上股份有限公司
Podcast 影響力フォローアップ調查
家でPodcastを視聴する割合が増加
6
34% 47% 26% 21% 20% 14% 12% 18% 12% 8% 3%
47%
39%
28%
21% 19%
15% 13% 12% 11% 9%
6%
0%
10%
20%
30%
40%
50%
家
で
の
休
憩
時
間
移
動
中
(
例
通
勤
中
)
待
ち
時
間
(
例
並
ん
で
い
る
時
間
/
人
や
電
車
を
待
っ
て
い
る
時
間
)
就
寝
前
運
動
中
(
ジ
ョ
ギ
ン
グ
、
散
歩
、
ジ
ム
等
)
家
事
や
子
育
て
中
食
事
中
仕
事
・
授
業
中
家
以
外
で
の
休
憩
時
間
(
例
カ
フ
ェ
で
時
間
を
つ
ぶ
し
て
い
る
時
)
ト
イ
レ
/
歯
磨
き
/
洗
顔
中
テ
レ
ビ
を
見
て
い
る
時
視聴するタイミング
2020年8月(n=618) 2022年1月(n=610)
Q.現在或いは今後Podcastを視聴する際、以下のどのようなタイミングで視聴しますか?(複数選択可,nは現在或いは今後Podcastを視聴すると回答した者)
• 自宅での視聴が増加
• 主に自宅或いは移動中にPodcastを視聴
• 自宅で視聴している割合が移動中に視聴し
ている割合よりも増加しており、約半分の
消費者が自宅にてPodcastを視聴している
• 仕事や授業中の視聴が減少
• Podcastを聴きながら他の作業を行うこと
は可能だが、仕事や授業等、集中が必要な
場合には適さないため、このような結果に
なったと推測できる
東方線上消費者研究グループ每月自主調查,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查(2022年1月) © 東方線上股份有限公司
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