GWI-注重形象的消费者分析（人群画像）（英文）-2018.11-26页-4mb

Summary of Image-Conscious Consumers

Core Content

The Image-Conscious Consumers report from GlobalWebIndex (Q2 2018) provides an in-depth analysis of the digital behaviors, social media usage, and brand engagement patterns of this consumer segment. It highlights that these consumers are primarily driven by their desire to maintain and enhance their personal image, and they are highly active in the digital space.

Main Points

Demographics and Characteristics

• Gender: 54% female, 46% male.
• Location: More likely to be urban and affluent.
• Region: Higher concentration in the Asia-Pacific region.
• Income: Over-indexed in higher income brackets compared to the general population.
• Education: Higher levels of education are common among this group.

Personal Interests

• Image-Conscious Consumers show a strong interest in fashion and style (41%), health and fitness (43%), and beauty products (34%).
• Gen Z and Millennials within this group have distinct interests:
  • Gen Z: Interested in gaming (46%), photography (33%), and gadgets (31%).
  • Millennials: More interested in personal finance/investment (34%) and economy/finance (29%).

Lifestyle Indicators

• Travel: 40% take a vacation abroad at least once a year.
• Exercise: Nearly 2 in 3 members of this group exercise 2-3 times a week or more.
• Beverages: Over-index in consumption of occasion or expensive beverages like brandy (IDX 1.2) and champagne (IDX 1.3).

Online Behaviors

• Image-Conscious Consumers are highly tech-connected and view the internet as a positive tool for staying connected with others.
• They are more likely to use the internet for researching products to buy (IDX 1.2), sharing content (IDX 1.1), and self-expression.
• Purchasing habits: 80% have purchased a product online in the past month, with Millennials at 84%.
• Content sharing: They are more likely to upload and share photos and videos online.

Social Media Usage

• Time spent: On average, they spend 2.6 hours per day on social media.
• Platform preference: In the U.S. and Europe, they favor visual and lifestyle platforms such as Instagram, Snapchat, and Pinterest.
• Engagement: 59% are considered high or heavy users of social media, with 65% of Millennials and 67% of Gen Z falling into this category.
• Followers: They are more likely to follow brands, celebrities, and viral influencers.

Brand Engagement

• Discovery: They rely heavily on online ads, brand/product websites, and social media recommendations.
• Celebrity influence: They are more influenced by celebrity culture, especially viral celebrities, and trust brand endorsements from both traditional and viral celebrities (IDX 1.5).
• Actions on social media: They are more likely to follow brands, visit brand pages, like and share brand content, and engage with branded blogs and videos.

Key Insights

• Image-Conscious Consumers are more brand-conscious and more likely to buy premium products.
• They are strong advocates for brands and are more inclined to follow trends and buy advertised brands.
• Their relationship with social media is central to their brand engagement and self-expression.
• They are more active online, with a higher propensity to engage in digital brand discovery and purchase.

Conclusion

Image-Conscious Consumers represent a prime target for brands looking to build digital relationships and foster brand loyalty. Their strong engagement with social media, interest in celebrity culture, and preference for premium and trendy products make them a valuable audience for brands aiming to enhance their online presence and customer interaction.