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Ipsos Update – January 2023
Inclusivity, climate change, broken-system sentiment… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos around the world.
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在數位浪潮下，品牌如何重新贏回消費者的心?
近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示，各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機，增加了線上購物的方便性，也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.
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將物聯網價值展現的行銷思維
隨著4G LTE飆速時代的來臨，物聯網的商機蓬勃發展，國內外物聯網（Internet of Things, IoT）應用愈來愈廣，包含個人穿戴式裝置、智能居家（如節能、溫控、安全監控、影音等）、智慧醫療（如血壓、血糖量測、睡眠監控等）、智慧汽車（車對車聯網）…等。工研院IEK更預估2020年物聯網產值上看1,332億美元，相當於新台幣4.37兆元。面對來勢洶洶的物聯網，不論是提供產品或服務的廠商，都應從中尋找切入市場的創意點，但在導入物聯網來提昇客戶滿意度的同時，也不要忽略由消費者的角度來檢視它的成效。
IoT (Internet of Things) related business flourishes as 4G LTE internet becomes widely available. IoT applications, including personal wearables, smart homes (energy saving, temperature control, security surveillance, video entertainment, and etc.), smart healthcare (blood pressure and glucose measuring, sleep monitoring, and etc.), connected cars (Internet of Vehicles) and so on, are gaining global popularity. Value for IoT industry, according to ITRI IEK, is expected to reach up to$ 133.2B USD (about $4.37T NTD) by 2020. As facing the megatrend of IoT, companies providing products and services should seek creative way to penetrate markets with it. While trying to increase customer satisfaction by implementing IoT concept, all companies should always view from consumers’ perspectives to evaluate the real effect.
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Bank 3.0：台灣數位金融戰場
消費者越來越依賴網路，且比起前往實體銀行的交通與等待時間，數位網路似乎有效率多了，銀行服務的數位行動化看來是勢在必行，那是什麼原因讓這個趨勢在台灣走不快呢？
As more and more consumers are relying on Internet, the development of digital network should be able to save people a great amount of time waiting in banks with number tickets crumbled in their hand. Financial service digitalizing seems much more efficient and imperative, so what is retarding the pace of the development in Taiwan?