凯度：2018洞见媒体年度分享会暨GENZ白皮书(81页).pdf

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1、互联之力Z世代之力 The Power of Connection The Power of Generation Z 2018洞见媒体年度分享会 暨GenZ白皮书发布会 2018 Katar Getting Media Right Annual Event Official Launch, GenZ Whitepaper 1 互联之力 洞见媒体 Getting media right The Power of Connectivity Jane Ostler 洞察全球媒体业务负责人 Global Head of Media Insights Division at Kantar 2 互联之力

2、 The Power of Connectivity 2 High HighLow Great Communication Meaningfully Different +187% 有效沟通能加速品牌成长 Strong communication accelerates brand growth 1 4 衡量营销投资 因此对品牌至关重要 Measuring marketing investment is critical In China, more touchpoints are needed to build brand impact Data source: Connect Global

3、 averageChina average 在中国市场 需要更多的媒介触点构建品牌影响力 80% impact 20% of touchpoints 60% of touchpoints 6 Data source: Kantar Millward Brown global CrossMedia database, April 2017, 798 studies. Contains results from all 4 regions (AMAP, LATAM, Europe and NA). In Europe, Facebook includes other social display

4、samples across 373 sample cities 连续性追踪4万个样本涵盖 15-54岁男女 Covers 15-54 year-old females and males; reporting 40,000 individuals purchase on personal care/beauty sector continuously 使用扫描条码的方式采 集消费者购买数据； 每年超40万笔美妆购买 400,000+ Cosmetics* purchases are collected every year through barcode scanning 消费者指数 - 中

5、国美妆购买样组 Kantar world panel beauty panel 36 Demographic : Age Gender Income Geographic： Region City tier 所买 Product details Omni-channel Promotion Consumer spend Frequency 所想 Attitudes Path to purchase Brand perceptions Media consumption Cross-media ROI 所看 消费者 独特优势 - 同源数据；以消费者为中心，连接触媒习惯、消费者态度和购买行为 Be

6、auty panel unleashes consumer-centric connectivity to link sales (buy) to think (attitude) TTL Urban China; 1554 y.o, Y2017 +15% 护肤和彩妆是现阶段中国市场最大机会 Skin care and makeup are the biggest opportunities within PC sector 销额增长率Value GR 渗透率Penetration FastSlow Low High Data source: Kantar WorldpanelBeauty P