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市場調查報告書

Facebook廣告對台灣線上用戶的影響度分析

Uncovering the Impact of Facebook Ads on Taiwan Online Users

出版商 Market Intelligence & Consulting Institute (MIC) 商品編碼 355583
出版日期 內容資訊 英文 21 Pages
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Facebook廣告對台灣線上用戶的影響度分析 Uncovering the Impact of Facebook Ads on Taiwan Online Users
出版日期: 2016年03月30日 內容資訊: 英文 21 Pages
簡介

本報告提供台灣Facebook廣告的影響度相關分析,基於以1,200名國內線上用戶為對象問卷調查的結果,提供您使用Facebook的理由和廣告的閱覽頻率,最常閱覽的廣告類別,消費者的產品/服務選擇上Facebook廣告的影響度等調查,同時也彙整用戶的年齡層·性別·年收入別趨勢等資訊。

第1章 分析方法

第2章 持續利用Facebook的10個理由

  • 「朋友都在使用」是現還在持續使用Facebook的最大理由
  • 男性用戶有比女性用戶更常以「追蹤品牌/商店」作為持續使用Facebook的理由的傾向
  • 約60%15∼24歲·35∼44歲的用戶以「朋友都在使用」作為持續使用Facebook的理由
  • 年收入50∼70萬台幣的用戶有60%以上由於「朋友使用著」的理由持續使用Facebook

第3章 Facebook閱覽數最多的廣告類別

  • 「食品」廣告:閱覽數最多的廣告類別
  • 女性用戶比男性用戶「食品」「化妝品」廣告的閱覽數高10%
  • 55歲以上的用戶「完全不看Facebook的廣告」比率是全年齡層最低
  • 「金融」廣告以年收入70∼90萬台幣及90∼110萬台幣的用戶層為對象最有效

第4章 Facebook廣告對產品/服務的影響

  • 整體來說,30%的Facebook用戶回答看過廣告後對產品/服務的興趣「稍微增加」
  • 女性用戶對產品/服務的興趣「稍微降低」比男性更多
  • Facebook廣告的影響力以15∼24歲的用戶最高,45∼54歲的用戶最低
  • 年收入90∼110萬台幣的用戶有50%以上,回答「興趣增加了」

第5章 結論

  • 分析結果(1):「朋友都在使用」現在還是持續使用Facebook的最大理由
  • 分析結果(2):「食品」廣告的閱覽數最多
  • 分析結果(3):整體用戶30%,回答看過廣告後對產品/服務的興趣「稍微增加」

圖表一覽

目錄
Product Code: NARPT16033001

This report aims to identify the impact of Facebook ads on Taiwan online users based on a survey conducted by MIC in the first half of 2016. With an effective sample size of 1,200, this report analyzes the impact by users' gender, age and annual income; examines reasons that have encouraged people to continue using Facebook and highlights the most viewed ad categories; evaluates the impact of those ads on consumer preference towards services and products.

Table of Contents

1. Research Methodology

2. 10 Reasons Why People Still Use Facebook

  • 2.1. "Friends are using it" continues to be the primary reason why people still use Facebook
  • 2.2. Male users are more likely to continue using Facebook to "Follow Brands/Stores" than female users
  • 2.3. Nearly 60% of users aged 15-24 and 35-44 will keep using Facebook because "Friends are using it"
  • 2.4. Over 60% of users with annual income of NT$ 500K-700K are more likely to use Facebook because "Friends are using it"

3.Facebook Most Viewed Ad Categories

  • 3.1. "Food" ads took the top spot among most-viewed ad categories
  • 3.2. Female users are 10% more likely to look at "Food" and "Cosmetics" ads than male users
  • 3.3. Users aged 55 and above have the lowest rank for "Don't Look at Facebook Ads"
  • 3.4. "Finance" ads can target users with annual income of NT$ 700K-900K and NT$ 900K-1,100K to increase effectiveness

4.Influence of Facebook Ads on Products/Services

  • 4.1. In general, 30% of the Facebook users say their interest in the products/services "Increased slightly" after looking at the ads
  • 4.2. The number of female users whose interest in products/services "Decreased slightly" is higher than male users
  • 4.3. Facebook ads have the most influence on users aged 15-24 and least influence on users aged 45-54
  • 4.4. Over 50% of users with annual income of NT$ 900-1,100K show "increased" interest

5.Conclusion

  • 5.1. Finding #1: "Friends are using it" continues to be the primary reason why people still use Facebook
  • 5.2. Finding #2: Food" ads took the top spot among "most viewed" ad categories
  • 5.3. Finding #3: Generally speaking, 30% of Facebook users say their interest in the products/services "increased slightly" after looking at the ads

List of Topics

  • 10 reasons why Taiwanese online users use Facebook with a detailed analysis conducted taking age, gender, and income into account
  • The degree of the impact of Facebook ads related to user preference towards services and products
  • Assessment of most viewed Facebook ad categories with a detailed analysis conducted taking age, gender, and income into account

List of Figures

  • Figure 1: Sample Size by Age, Gender, Occupation, and Living Area
  • Figure 2: 10 Reasons Why People Still Use Facebook - In General
  • Figure 3: 10 Reasons Why People Still Use Facebook - By Gender
  • Figure 4: Facebook Most Viewed Ad Categories - In General
  • Figure 5: Facebook Most Viewed Ad Categories - By Gender
  • Figure 6: Influence of Facebook Ads on Products/Services - In General
  • Figure 7: Influence of Facebook Ads on Products/Services - By Gender

List of Tables

  • Table 1: 10 Reasons Why People Still Use Facebook - By Age
  • Table 2: 10 Reasons Why People Still Use Facebook - By Annual Income
  • Table 3: Facebook Most Viewed Ad Categories - By Age
  • Table 4: Facebook Most Viewed Ad Categories - By Annual Income
  • Table 5: Influence of Facebook Ads on Products/Services - By Age
  • Table 6: Influence of Facebook Ads on Products/Services - By Annual Income
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