08.2019 Office Talk
Popularity of Television is shrinking. Line Has Become the Favorite Media of the Public
/ World Innovation College
When businesses around the world are grabbing consumers' attention, do you know which media Taiwanese people like to use to receive new messages?
Digital Media has Become the Favorite of Taiwan Consumers
According to the "Survey of Media Preferences of the Generation " conducted by market research department GO SURVEY of HAPPY GO, Taiwan's largest membership company, Line has surpassed television and become the most popular media for Taiwan consumers. The top three media preferences of Taiwanese consumers are Line, TV and Facebook. And people of different generations are all the users of Line. They absorb the latest information and news through Line instant messaging and Line Today.
Distinguished by the generation, Instagram and Dcard are the favorite media of the 20 generations aged 18-29. Instagram emphasizes on video sharing and time-limited moments which capture the hearts of young generations, and Dcard, which is dominated by school students and young people, has also become the exclusive media of the 20 generations.
Although the traditional TV has made great efforts to develop digital video streaming in recent years, hoping to cater to the current consumer's habit of using mobile devices mainly based on smart phones, the survey showed that the older the consumers are, the more often they watch TV.
Which media channels will affect consumers'shopping decisions?
According to the GO SURVEY, DM, recommendation from relatives and friends, TV, Facebook and Line are the top five media channels influencing consumers'shopping decisions in Taiwan.
Further analysis of how the media preferred by different generations influence shopping decision showed that digital media and related information (Instagram, Facebook, Internet discussion and web celebrity) have the greatest influence on the 20 and 30 generations aged 18-29, 30-39.
Looking at how Facebook and Line influence consumers' shopping decisions, the age of 40 is a watershed between the two social media. Young consumers under 40 tend to get shopping information from Facebook, while consumers over 40 gather a large amount of information on Line, and they prefer to use information on Line to make shopping decisions.
In terms of media preference with the gender as the indicator, DM advertising and TV have a great influence on women over 40 in shopping decision-making.
From this point of view, it is a good choice for enterprises to communicate with female consumers by sending trial products or organizing online activities (games, lottery, voting and messages), because 20 and 30 generations of women prefer to apply for trial products, while women over 40 prefer to fill in questionnaires or participate in activities.
_Survey Notes: "Survey of Media Preferences of the Generation" is an online survey conducted by GO SURVEY Market Research Consultant during the period of 2018/1/26 to 2018/6/2. A total of 12,518 samples were collected for the survey. The interviewees were 18 to 70 years old and cardholders of HAPPY GO in the past year.#
Digital Media has Become the Favorite of Taiwan Consumers
According to the "Survey of Media Preferences of the Generation " conducted by market research department GO SURVEY of HAPPY GO, Taiwan's largest membership company, Line has surpassed television and become the most popular media for Taiwan consumers. The top three media preferences of Taiwanese consumers are Line, TV and Facebook. And people of different generations are all the users of Line. They absorb the latest information and news through Line instant messaging and Line Today.
Distinguished by the generation, Instagram and Dcard are the favorite media of the 20 generations aged 18-29. Instagram emphasizes on video sharing and time-limited moments which capture the hearts of young generations, and Dcard, which is dominated by school students and young people, has also become the exclusive media of the 20 generations.
Although the traditional TV has made great efforts to develop digital video streaming in recent years, hoping to cater to the current consumer's habit of using mobile devices mainly based on smart phones, the survey showed that the older the consumers are, the more often they watch TV.
According to the GO SURVEY, DM, recommendation from relatives and friends, TV, Facebook and Line are the top five media channels influencing consumers'shopping decisions in Taiwan.
Further analysis of how the media preferred by different generations influence shopping decision showed that digital media and related information (Instagram, Facebook, Internet discussion and web celebrity) have the greatest influence on the 20 and 30 generations aged 18-29, 30-39.
In terms of media preference with the gender as the indicator, DM advertising and TV have a great influence on women over 40 in shopping decision-making.
From this point of view, it is a good choice for enterprises to communicate with female consumers by sending trial products or organizing online activities (games, lottery, voting and messages), because 20 and 30 generations of women prefer to apply for trial products, while women over 40 prefer to fill in questionnaires or participate in activities.
_Survey Notes: "Survey of Media Preferences of the Generation" is an online survey conducted by GO SURVEY Market Research Consultant during the period of 2018/1/26 to 2018/6/2. A total of 12,518 samples were collected for the survey. The interviewees were 18 to 70 years old and cardholders of HAPPY GO in the past year.#
