Nine months into the pandemic we see that it is a historic life changing event. As a group, affluent consumers are better insulated against crisis, quicker to bounce back from economic downturns and generally more optimistic. However, the pandemic has exposed a sharp generational divide. Many Millennials in the U.S. should be entering their peak earning years. Instead, the combination of the 2008 financial crisis and coronavirus is a “double blow” that could amount to a permanent setback to the world views of younger generations.
「Covid-19已經永遠改變了人們的生活方式，」英國〈經濟學人〉雜誌（The Economist）不約而同指出，即使各國政府已經紛紛解封，多數人的生活型態已經不同以往。在這股轉變下，消費者的習慣有哪些轉變？又能從中找到哪些未來創新之道？“Covid-19 seems to have changed lifestyle for good”, the Economist pointed out. Even if most countries have eased restriction, people’s way of living have changed. Under the circumstances, how the consumers behaviors have transformed? What can business do to innovate?
新冠肺炎顛覆了我們的食品消費行為和零售業者也爭先恐後地優化線上與線下服務。根據益普索 Ipsos最新的調查顯示，消費行為的不同、app設計上的瑕疵、零售通路商業模型與防疫措施的不一致，都代表著零售業者仍有改善空間。這也突顯了品牌可以透過強化消費者體驗以在不同通路上吸引並留住更多消費者。The coronavirus pandemic has disrupted food shopping and retailers are scrambling to improve their online and in-store models. But varied shopping behaviors, confusing app designs, and inconsistent retail models and safety measures, show that retailers have work to do, according to new Ipsos research. The research also reveals how brands can improve their customer experiences to capture and retain more shoppers across channels.
去年國內最離不開你我的話題，莫過於餐飲外送平台（例如Foodpanda、Uber Eats、Deliveroo等）快速崛起。益普索台灣發表的《外食市場研究報告》指出，國內高達35％的人每週至少使用一次外送APP，估計各大平台營收超過300億元新台幣。外送經濟不只改變消費者生活型態，也改寫店家經營之道。Throughout 2019, the rapid growth of food delivery Apps, such as Foodpanda, Uber Eats, and Deliveroo, has been intensively discussed in Taiwan. According to the 2019 Dining Trend in Taiwan report published by Ipsos Taiwan, conducted with its innovative Synthesio social listening platform, 35% of consumers in Taiwan order food by using a delivery app at least once a week. The total revenue of all delivery apps is estimated to reach $30 billion NTD ($9740 million USD). The Delivery Economy marks an era where not only consumers’ lifestyle is transforming but also the successful business strategies of restaurant management has been rewritten.
科技將持續顛覆汽車產業，像共乘app、電動車和訂閱式汽車服務等新型態服務將徹底地改變整個產業。實際上，到2022年，汽車訂閱市場將成長71%。As technology continues to disrupt the auto industry, innovation such as ride sharing apps, electric vehicles, and car subscriptions will completely transform the sector. In fact, by 2022 the car subscription market is set to grow by 71%.
無論是觀看喜歡的YouTube創作者影片，還是在購買前搜尋相關的產品資訊，YouTube在台灣的竄起和流行要歸功於各年齡層的貢獻。Whether they're watching content from their favorite YouTube creators or looking for product information before making a purchase, audiences of all ages are contributing to the platform’s growing popularity across Taiwan.
Brand owners should keep improving customers’ shopping experience for now and the future. Because of the trend of big data and advanced technology, marketing strategy must include managing and analyzing huge amount of numerical data and combine with the actual sales experience for gaining wider market coverage. In addition, mobile marketing will be another trend due to the well-developed of e-commerce and mobile payment.
The current banking client is faced with a broad offer in terms of products and services that involve mobility, time savings and security. The challenge for the customer is to select the bank that fits their needs, but how can they determine what the best option is if all of them have almost the same offering?