carat media newsletter-814

14
凱絡媒體週報 CARAT MEDIA WEEKLY NEWSLETTER No. 814

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愛美是人的天性,隨著非侵入性美容技術的發展,降低一般消費者接觸的門檻,加上明星藝人公開分享醫美療程的效應,讓愛美女性趨之若鶩,令醫美成為台灣熱門產業之一。根據國際美容整形外科學會(ISAPS)調查顯示,台灣每1,000人約有8人動刀,但仍有更多躍躍欲試的醫美潛在消費者,蘊含更大的醫美商機。本篇專題將透過電通安吉斯集團──消費者溝通研究(Consumer Connection Study, CCS)資料庫,分析歸納醫美潛在消費者的特性及媒體接觸行為,提供醫美品牌的產品發展或廣告行銷策略之參考。

TRANSCRIPT

  • CARAT MEDIA WEEKLY NEWSLETTER

    No. 814

  • Media Report

    Media Report

    http://bit.ly/1kF8tY0

  • 2014

    2013(cosmetic

    medicine)

    /(2014/09/29)(2015/04/21)http://cc0.wfublog.com/

    ISAPS1,000

    8

    (Consumer Connection Study, CCS)

  • 17,000

    /2013No.806_2015

    2015

    1 1,985.2 9.7%

    2 1,866.7 9.1%

    3 1,841.4 9.0%

    4 1,758.9 8.6%

    5 1,359.9 6.6%

    2015TOP5

    2013

    56.7

    17,000

    5,000

    5,000~10,000

    20,000

  • / 2013Google

    2013(81%)

    /

    -(Consumer Connection Study, CCS)

    25-34 35-44 45-54

  • 25-34

    iIndexi100/2015CCSGoogle

    (70.44%,i119) (58.84%,i139) (67.36%,i115) (40.8%,i134)

    (81.6%,i111) (89.57%,i104) (83.05%,i108) / (86.67%,i110)

    / (83.68%,i111) (58.93,i130) / (60.56%,i121)

    (70.17%,i107) (60.65%,i112)

    / (35%,i150) (25.93%,i134) (23.12%,i181) (52.86%,i101)

    Attitudes

    Hobbies

  • 25-34/

    (42.52%,i142)

    (91.39%,i114)

    (57.66%,i135)

    (63.55%,i130)

    (60.29%,i137)

    (78.97%,i121)(59.47%,i125)

    (60.74%,i126)

    (93.74%,i114)/(81.14%,i111)(85.22%,i132)

    (37.99%,i152)

    (45.69%,i121)

    (70.9%,i129)

    (60.2%,i117)(49.14%,i105)

    (46.51%,i118)

    (35.99%,i106)(20.4%,i121)

    (30.73%,i144)

    (41.98%,i108)R&B(19.58%,i156)

    (37.08%,i136)

    (61.92%,i124)

    /(44.51%,i109)(41.07%,i102)

    /(29.37%,i113)(32.28%,i101)

    (21.85%,i133)

    iIndexi100/2015CCSGoogle

  • 35-44

    (68.64%,i123) (51.02%,i106) (71.38%,i133)

    (81.47%,i111) (55.5%,i137) (51.93%,i123)

    (50.92%,i154) (73.01%,i151)

    (66.7%,i112) (75.4%,i104)

    (73.12%,i106)/

    (42.67%,i158) (43.48%,i142) (63.34%,i122)

    Attitudes

    Hobbies

    iIndexi100/2015CCSGoogle

  • 35-44

    (78.92%,i111)

    /(80.75%,i110)

    (54.07%,i111)(33.81%,i129)

    (87.78%,i108)

    (51.83%,i108)

    (67.72%,i106)(60.79%,i106)

    (51.73%,i111)(67.82%,i119)

    (44.50%,i112)

    (66.19%,i110)/(57.43%,i111)

    (54.07%,i116)

    (58.78%,i108)

    (64.26%,i122)

    (41.55%,i134)

    (46.54%,i124)

    (14.77%,i157)(42.87%,i110)

    (33.71%,i110)(32.18%,i103)

    /(49.39%,i117)/(59.47%,i117)

    /(43.08%,i146)

    QR code(42.57%,i125)

    (41.96%,i132)

    iIndexi100/2015CCSGoogle

  • 45-54

    (71.58%,i134) (74.15%,i114) (66.67%,i144)

    (84.83%,i133) (78.42%,i130) (90.81%,i113)

    (55.77,i141) (65.38%,i123) (91.45%,i130)

    (21.79%,i155) (22.44%,i136) /(38.68%,i128) /(61.11%,i144)

    (43.11%,i102) (61.11%,i102) (38.25%,i122)

    Hobbies

    Attitudes

    iIndexi100/2015CCSGoogle

  • 45-54

    (94.87%,i110)(87.18%,i99)

    (72.01%,i102)

    (12.39%,i157)

    (73.93%,i121)

    (27.99%,i231)

    (55.56%,i125)(74.15%,i124)(19.44%,i179)

    (47.86%,i73)

    (45.09%,i78)(43.59%,i88)

    (15.17%,i100)

    /(55.98%,i122)/(39.53%,i117)

    (45.73%,i102)

    (42.31%,i163)

    (20.09%,i145)(30.77%,i164)/(24.57%,i187)

    (33.55%,i111) (60.04%,i127)

    (31.84%,i164)(51.07%,i126)(56.41%,i111)

    (47.86%,i134)

    (42.52%,i178)/(41.45%,i153)(32.05%,i149)

    iIndexi100/2015CCSGoogle

  • CCS

    45-54(i215)(i154)

    (i148)35-44(i139)(i119)25-34

    0

    50

    100

    150

    200

    250

    .

    10.

    20.

    30.

    40.

    50.

    60.

    70.

    80.

    90.

    Vert% 25-34Vert% 35-44Vert% 45-54Vert%

    25-34Index 35-44Index 45-54Index

    Vert%

    Index

    iIndexi100/2015CCSGoogle

  • CCS

    25-34CP

    35-44

    45-54

    2~3

    /http://bit.ly/1LPFqKk

  • [email protected]

    (02) 2717-5238 ext.9286