Ipsos Taiwan: What’s Driving Consumer Conversations Online?

Driving ConsumerConversations Online

What’s Driving Consumer Conversations Online?

The world is changing; there is a new auto consumer – the millennial, and they represent twenty-eight percent of new car sales and shop very differently than those before them. Ninety-five percent shop for cars online, sixty-three percent visit at least two dealerships, and they use social media on average forty-three times a day. Right behind them is GenZ, who is even more connected. First and foremost it means that car manufacturers need to embrace social media now more than ever, and understand how its multiple channels can help drive sales. It also means that car manufacturers and their agencies need to continue to improve as publishers, sharing the right information, images and messages on the right channels at the right time to the right individuals. Equally important, it means that manufacturers and their agencies need to develop m ore actionable and strategic measures of the impact of their social media efforts.

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。

首先,它代表著汽車製造商現在必須比以往更加包容社群媒體,並且瞭解如何才能透過多個管道來幫助提升銷量。它還意味著,汽車製造商及其代理商必須繼續改進資訊發佈者的表現,同時在正確的時間,以正確的管道向目標的消費者分享正確的資訊、影像和訊息。同樣重要的是,它意味著製造商及其代理商必須針對其社群媒體工作的影響制定更具可行性的戰略措施。

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