8. ⼈人⼝口統計條件
跟風網紅者相對年年輕,且女性比例例較⾼高
8 資料來來源: Global Web Index (G.W.I.)市調資料庫
品牌
忠誠
跟風
網紅
What is your yearly household income before tax or any other deductions?
品牌
忠誠
跟風
網紅
品牌
忠誠
跟風
網紅
Age
35-44歲 (21.7%)
16-24歲 (30.1%)
50% : 50%
47% : 53%
80-100萬 (12.4%)
80-100萬 (12.9%)
9. 職業
品牌忠誠者,多是經理理級和顧客管理理⼯工作者
9 資料來來源: Global Web Index (G.W.I.)市調資料庫
Top1 製造業 9.4%
Top2 服飾零售 5.8%
Top3 電機⼯工程 3.6%
Top1 顧客管理理 14%
Top2 業務 12.3%
Top3 ⼈人⼒力力資源 11.5%
品牌忠誠 | 跟風網紅 |
Which of the following best describes the current sector of your work?(except for ‘others’)
Do you have responsibility for any of the following?(except for ‘None of the above’)
Top1 製造業 12.1%
Top2 服飾零售 6%
Top3 教育 4%
Top1 經理理 13.9%
Top2 顧客管理理 12.5%
Top3 業務 11.5%
20. 20 資料來來源: Global Web Index (G.W.I.)市調資料庫
Which of the following things are important to you?
Top1 重視財務穩定 74.6%
Top2 正向積極的態度 71.8%
Top3 陪伴家⼈人相處 70.8%
Top1 重視財務穩定 76.6%
Top2 學習新技能 75.6%
Top3 正向積極的態度 73.5%
價值觀
品牌忠誠者,更更珍惜與家⼈人相處的時光
品牌忠誠 | 跟風網紅 |
21. 21 資料來來源: Global Web Index (G.W.I.)市調資料庫
Top1 ⾳音樂 68.4%
Top2 旅遊 63.9%
Top3 影劇 62.1%
Top1 ⾳音樂 75.2%
Top2 美食 70.1%
Top3 影劇 69.6%
Which of these things are you interested in?
興趣
除喜愛影⾳音外,品牌忠誠者也積極規劃與家⼈人旅遊
品牌忠誠 | 跟風網紅 |
22. 22 資料來來源: Global Web Index (G.W.I.)市調資料庫
Which of the following do you feel describes you?(expect for ‘I am loyal to the brands I like’ )
Top1 購買前做功課 69.7%
Top2 追求⾼高CP值 63.7%
Top3 使⽤用折扣碼 / 優惠券 62.5%
Top4 加入VIP回饋制度 56.1%
Top5 分享新品給親友 40.7%
Top1 購買前做功課 74.9%
Top2 使⽤用折扣碼 / 優惠券 70.4%
Top3 追求⾼高CP值 67.2%
Top4 加入VIP回饋制度 60.5%
Top5 重視消費者評論 50.2%
購買⾏行行為
品牌忠誠者樂於分享新品;跟風網紅者重視評論
品牌忠誠 | 跟風網紅 |
23. 23 資料來來源: Global Web Index (G.W.I.)市調資料庫
期待品牌作為
品牌忠誠者,更更期待品牌能善盡社會責任
Which of these things do you want brands to do?
Top1 傾聽顧客回饋 59.3%
Top2 善盡社會責任 49.7%
Top3 感到受重視 49.6%
Top1 傾聽顧客回饋 65.5%
Top2 感到受重視 54.1%
Top3 善盡社會責任 53.9%
品牌忠誠 | 跟風網紅 |
24. 24 資料來來源: Global Web Index (G.W.I.)市調資料庫
擁護品牌原因
產品⾼高品質,是讓品牌忠誠者更更決定擁護的關鍵
What would most motivate you to promote your favorite brand online?
Top1 ⾼高品質商品 53.9%
Top2 興趣相關 52.2%
Top3 折扣 / 回饋 51.6%
Top1 折扣 / 回饋 58.3%
Top2 ⾼高品質產品 56.4%
Top3 興趣相關 55.9%
品牌忠誠 | 跟風網紅 |
25. 25 資料來來源: Global Web Index (G.W.I.)市調資料庫
近期 / 計畫購買商品
跟風網紅者,傾向購買服飾配件,提升外在質感
Top1 零食 61.6%
Top2 洗髮精 60.5%
Top3 服飾 57.4%
Top1 國內旅遊 37%
Top2 ⼿手提包 21.4%
Top3 ⽪皮夾 21.3%
品牌忠誠 | 跟風網紅 |
Top1 洗髮精 63.2%
Top2 零食 58.9%
Top3 洗衣精 57.2%
Top1 國內旅遊 35.4%
Top2 外幣 18.7%
Top3 ⽪皮夾 18.5%
In the last month, which of these have you or your household purchased? Which of these items did you purchase online?
Which of these items are you / your household thinking about purchasing in the next 3-6 months?
計劃購買
近半年年購買 計劃購買
近半年年購買
26. 26 資料來來源: Global Web Index (G.W.I.)市調資料庫
追蹤帳號類型
品牌忠誠者,關注電視節⽬目;跟風網紅則以演員為主
Which social media accounts do you follow or subscribe to?(except for ‘ Friends, family or other people you know’ )
Top1 電視節⽬目 / 頻道 36.8%
Top2 樂團 / 歌⼿手 36.3%
Top3 餐廳美食 / 主廚 34.9%
Top1 樂團 / 歌⼿手 56.8%
Top2 演員 53.3%
Top3 網紅專家 50.4%
品牌忠誠 | 跟風網紅 |
27. 智慧財產權聲明
All ideas, designs and concepts detailed in this proposal have been developed exclusively by SoWork Marketing Consulting Firm
(摘星社群⾏銷顧問股份有限公司) and are considered by SoWork Marketing Consulting Firm (摘星社群⾏銷顧問股份有
限公司)to be of a proprietary nature. These ideas and concepts remain the property of SoWork Marketing Consulting Firm(摘星
社群⾏銷顧問股份有限公司).
In this respect, readers must honor our proprietary rights to the content of this proposal and refrain from all use, duplication or
disclosure of its contents for any purpose other than to evaluate this proposal. Unauthorized use, duplication or disclosure of these
ideas and concepts in any respect is strictly prohibited.
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