2018-电视机购买者报告（英文版）-3mb

TV Buyers Summary

Core Content Overview

This report provides an in-depth analysis of the digital behaviors and purchase journeys of individuals planning to buy a flat-screen TV within the next six months. It highlights key insights on how TV Buyers engage with content, discover brands, and interact with marketing channels.

Key Insights

• TV Ads Remain Powerful: TV ads are one of the most effective ways to engage TV Buyers, with over a third discovering brands through online ads. TV shows and films also rank among the top 5 for brand discovery.
• Mobile is the Primary Device: Of the 34 tracked online activities, 24 are now mobile-first for TV Buyers. Marketers must optimize for mobile to effectively reach this audience.
• Traditional TV Still Dominates: Despite the rise of digital platforms, traditional TV remains the go-to device for most TV-based content. Over 77% of TV Buyers watch live TV weekly.
• Smart TV Adoption is Growing: Only 1 in 3 TV Buyers currently own a smart TV, indicating a significant market opportunity. They are 54% more likely to purchase smart home entertainment devices.
• Second-Screening is Common: Over 90% of TV Buyers use another device while watching TV. Social media and messaging are the most common second-screen activities, with 76% using a mobile.
• Brand Advocacy is Strong: Sony owners are the most willing brand advocates, while Samsung is perceived as the most innovative brand.
• Search Engines Lead in Brand Discovery: Search engines are the top method for brand discovery, with TV Buyers also being influenced by word-of-mouth and social media.

TV Buyers' Profile

Demographics & Lifestyle

• Global Reach: Across 36 markets, 13% of adult internet users are classified as TV Buyers.
• Top Markets:
  • Thailand: 32%
  • Egypt: 23%
  • Philippines: 22%
  • Indonesia: 21%
  • India: 20%
• Gender Distribution:
  • Male: 14%
  • Female: 11%
• Age Distribution:
  • 16-24: 15%
  • 25-34: 14%
  • 35-44: 12%
  • 45-54: 10%
  • 55-64: 8%
• Income Distribution:
  • Bottom 25%: 14%
  • Middle 50%: 12%
  • Top 25%: 12%
• Household Type:
  • Live alone: 12%
  • Live with friends / flatmates: 14%
  • Live with partner: 11%
  • Live with parent(s): 15%

Attitudes & Interests

• Brand Loyalty: 60% of TV Buyers tend to stick to a brand once they find one they like.
• Innovation Importance: 56% value the latest technological products.
• Premium Preference: 55% are more likely to buy the premium version of a product.
• Price vs. Brand: 51% prioritize price over brand name when making a purchase.
• Ad Engagement: 46% are influenced by online ads.
• Interest in Films/Movies: 57% have a strong interest in films/movies.
• Cinema Visits: 27% visit the cinema at least once every two weeks.
• Online Film Sharing: 30% have posted about films online in the past month.

Brand Discovery & Interaction

• Top Sources of Brand Discovery:

  • Search engines: 47%
  • Ad seen on TV: 37%
  • Ad seen online: 33%
  • Word-of-mouth: 29%
  • TV shows / films: 27%
  • Brand / product websites: 25%
  • Recommendation on social network: 23%
  • Product comparison sites: 22%
  • Consumer review sites: 18%
  • Ad seen on mobile/tablet app: 17%

• Top Brand Interactions:

  • Visited a brand's website: 60%
  • Watched a video made by a brand: 29%
  • Read an email / newsletter from a brand: 26%
  • Visited a brand's social network page: 26%
  • Liked / followed a brand on social network: 25%
  • Used a social network 'share' button: 21%
  • Downloaded / used a branded app: 21%
  • Read a branded blog: 18%
  • Clicked on a promoted post: 17%
  • Left feedback / review: 17%

• Top Social Media Platforms:

  • YouTube: 94%
  • Facebook: 88%
  • Facebook Messenger: 65%
  • WhatsApp: 65%
  • Instagram: 63%
  • Twitter: 56%
  • Skype: 44%
  • LinkedIn: 41%
  • Pinterest: 34%
  • Snapchat: 29%

Brand Relationships & Perceptions

• Brand Advocacy: 63% of TV Buyers are willing to advocate for brands they see advertised.
• Brand Attributes:
  • Samsung is perceived as the most innovative brand (47%).
  • Sony is seen as the highest quality and most reliable brand.
• Consumer Needs:
  • 30% of TV Buyers value innovative products and ideas.
  • 3 in 10 value the ability of brands to improve knowledge and skills.

Methodology

• The data is sourced from GlobalWebIndex's online research among internet users aged 16-64.
• The report includes both Core and mobile survey data, with sample sizes varying based on the survey method.
• The findings are representative of the online population in each market, not the total population.

Conclusion

TV Buyers are a key demographic in the evolving media landscape. They are highly engaged with both traditional and digital media, with a strong preference for mobile and social platforms. Marketers must focus on mobile optimization and multi-device strategies to effectively engage this audience. Additionally, TV remains a central part of their media consumption, with a clear role in brand discovery and advertising. Innovations and brand advocacy are also crucial factors influencing their purchasing decisions.