Social Media


Social Media Publication

益普索觀點 — 破解社交距離!用社群廣告與消費者有效互動

數位廣告支出預計將持續逐年成長,到 2025 年將佔媒體總支出的71%,而社群媒體將成為這項投資的主力項目。
Society Survey

Internet users’ trust in the Internet has dropped significantly since 2019

Online users want better control over how their personal data is collected, used and sold.

Enthusiasm for the metaverse and extended reality is highest in emerging countries

Survey finds the global public divided in their level of excitement about the new technologies
Holidays Survey

One month ahead, are people ready for Christmas yet?

Black Friday marks the last mile of 2021 – and the "official" start of the Christmas season. (Sh)elves have been dressed in holiday costumes for weeks, and gift-givers have been hard at work preparing for end of year celebrations. Now, just one month ahead of Christmas, we wanted to find out what’s topping 2021 wish lists and how shoppers are progressing.
Trends & Prospective Publication

科技如何改變零售業的規則:對話式商務、即時訊息、聊天機器人

即時訊息替零售業者(或品牌)與它們的消費者開啟了新的溝通管道。根據Facebook,在美妝零售業者Sephora開始透過Messenger提供預約服務後,它的店內美容預約成長11%。而Whole Foods是另一個快速跟上Messenger使用潮流的零售業者。去年夏天它發行了食譜聊天機器人,消費者只要在Facebook Messenger輸入食材或料理類型,就能夠得到主廚機器人的建議,讓消費者隨時隨地都能輕易發掘食譜。
Chat is opening up new channels of communication between retailers (or brands) and their customers. According to Facebook, after Sephora, the beauty products retailer, launched its appointment schedule service via Messenger, its in-store makeover bookings increased by 11%. Whole Foods was another retailer quick to pick up on the use of Messenger. In summer last year, it launched a recipe chatbot, where shoppers could get recommendations from a robot chef through Facebook Messenger, by texting ingredients or cuisine type, to inspire shoppers anywhere, anytime and make recipe-discovery easy.
Censydiam Publication

如何推動消費者在線上對話?

世界在不斷變化;現在有一群新的汽車消費者——千禧一代,他們占新車銷量的百分之二十八,其購物方式與之前的各代人截然不同。他們當中95%的人在網上購買汽車,63%的人至少造訪兩家經銷商店面,他們平均每天使用社群媒體43次。緊隨其後的是Z世代,他們上網的時間更多。
Social Listening Publication

併行智慧(Side-by-side Intelligence): 社群媒體資料在品牌資產管理中的力量

近十年來,Ipsos一直在進行社群聆聽(Social listening)的研究與嘗試。雖然我們一直認為,社群媒體資料的代表性並不足以取代傳統調查研究,但它確實能幫助我們更了解消費者。社群媒體資料有助我們看到品類發展的趨勢、未滿足的需求,以及在常規裡,以資料為基礎的調查中可能不會被發現的新興課題。此外,透過經驗證的分析架構應用至資料,我們已經將社群聆聽(Social listening)進階至社群智慧(Social intelligence),以協助我們的客戶解決有關創新、品牌健康、數位溝通和購買途徑的問題。
Advertising Survey

Online Video Adverts : The Influence of Context in Taiwan

Online video growth has been hugely dramatic in the last few years, rising from US$ 16b in 2015 to an estimated US$ 24b in 2017. Because of this strong growth, it has been a hot topic of discussion amongst brand marketers in Taiwan, even though there seems to be a lack of deep understanding of how to truly optimise this growing touchpoint.