Carat_Media_NewsLetter-657 Report
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凱絡媒體週報 CARAT MEDIA WEEKLY NEWSLETTER No. 657
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16-Apr-2015 -
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台灣安吉斯集團每兩年定期執行消費者溝通研究 (Consumer Connection Study, CCS)大型消費者研究調查，超過300題豐富的生活意見態度題組，使我們能更深刻的區隔消費者差異。2010年社群媒體急速成長，行動媒體正在萌芽，我們以消費者如何看待「新媒體」的角度區隔出8個族群。凱絡媒體週報將分成上下兩期為您揭曉2012台灣消費者群像。
Transcript of Carat_Media_NewsLetter-657 Report
CARAT MEDIA WEEKLY NEWSLETTER
No. 657
Media Report2012 ()
CCS (Consumer Connection Study) 300 20108 2012
2012
(CCS) (Consumer Connection Study, CCS)
180,0003090 CCS CCS
2012(IPSOS)
7
10
150TV50PC15Mobile
Chuck Martin CCS
IABInteractiveAdvertising BureauChetan Sharma Consulting
http://www.directsms.com.au/news/mobile-advertising-expenditure-rise-australia
2012
http://www.vulture.com/2012/05/lets-dive-deep-into-the-great-gatsby-trailer.html
(75% / i167) (58% / i161) (76% / i139) (80%/ i110) (75% / i148) (56% / i170)(62% / i169)(65% / i172) (56% / i372) (68%/ i220)
61% 61% 63% / 39% 13% 68
(33%/ i169) (4% / i181)(4% / i146) (10% / i131)(20% / 122) (25% / i153) (63% / i139)(49% / i146)(28% / i162) (75% / 137)
CCS 2012
Interact & transact (Experiential media)
Know & feel (Mass media) (51% / i105) (28% / i163) OOH / (45%/14% / i138/i224) (25%/26% / i170/i165) (16% / i177) (35% / i117)
: (50% / i110) (43% / i116) (34% / i132) (46% / i144)(45% / i154)/(32% / i147)(28% / i140) / (68% / i220)
(23% / i200) (18% / i174) (22% / i230) (24% / i236) (43% / i126) (40% / i156) (40% / i136)(40% / i148)
Socialise & create (Social media)
online & offline
CCS 2012
82% (/) 17% 9% (e.g. Kindle)
33% 19% Ultra book
52%
30% MP3/iPod
CCS 2012
APP4646 45 44 41 41 35
34
33
31
31
30
29
28
25
24
20
18
12
CCS 2012
76%(i157)
38%(i242)
15%(i223)
6%(i245)
CCS 2012
http://blog.roodo.com/thinkingdom/archives/14691669.html
(62% / i138)(80%/ i129) (80% / i128)(//) (86% / i126)(63% / i133) (85% / i121) (74% / i133) (87% / i123) (79% / i133)
25-39 46%
82% 69% 21%
(46% / i139)(42% / i129)(41% / i129) (28% / i124) (12% / i181)(11% / i176)(12% / i148) (42% / i156) (19% / i266) (76% / i132)(66% / i140)(26% / i152) (4% / i139)(4% / i139)(3% / i143) CCS 2012
200 90%
smart
Know & feel (Mass media) (63% / i129)
Interact & transact (Experiential media)
(27% / i159) OOH (41% / i123) (36%/34% / i118/i119) (46% / i112) (62% / i105)
: (71%/ i139) (59%/ i135) (64%/ i142)(60%/ i148)(46%/ i140) (61%/ i144) (52%/ i154) (42%/ i158) (35%/ i173) / (51%/i169) (55% / i179)
(19% / i169) (16% / i162) (15% / i150) (15% / i142) (46% / i139)(45% / i114) (44% / i122) (42% / i129)(41% / i136)
Socialise & create (Social media)
CCS 2012
Smartphone Tablet
60 (i152)
30 (i141)
87 (i152)
90 (i130)
CCS 2012
40 30 20 10
Totals
CCS 2012
http://goo.gl/3NFLN
(43% / i101) (64% / i110)(45% / i151) (70% / i127)(71% / i120) (41% / i169) (94% / i113) (66% / i121)(76% / i137) (78% / i167)
66% 15-29 48% 70% 71% 51% 22% 32% 50 61%
(10% / i159)(7% / i132) (54% / i136)(22% / i133)(36% / i133) (22% / i135)(21% / i127)KTV(20% / i140) (84% / i107)(67% / i103)(66% / i108) (45% / i127)(38% / i116) (37% / i109) (49% / i110)(45% / i114)(41% / i121) (57% / i148)(37% / i124)CCS 2012
Interact & transact (Experiential media) Know & feel (Mass media) (61% / i126) (21% / i121)
OOH / (35% / i109) (11% / i156) (40%/39 / i111/i105) (34% / i83)
: (64% / i131) (52% / i143) (50% / i134)mp3(44% / i120)(26% / i115) (72% / i112) (57% / i104)(51% / i102) / (14%/i131) (43%/ i112)
(72% / i139) Facebook(76% / i120) (33% / i114)PTT(24% / i138)(21% / i133) (17% / i120)
Socialise & create (Social media)
CCS 2012
(38%/i143) (73%/i109)
(25%/i124) (43%/i113)(48%/i107)
(73%/i139)
(20%/i127) (17%/i120) / (26%/i125) (31%/i120) (41%/i115) (78%/i115) (68%/i111)
(61%/i116)CCS 2012
:
CCS 2012 Pre-recruitment Hall test(CAPI) (IPSOS) 150 - 180 15-64 // N=3,750 / / 1,250 // Field work: 20122~4 Raw data available: 20127
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