November 18, 2004

NEWS / RESEARCH: The popular media influences youth most, study finds (Taiwan)

Published on TaipeiTimes -

The popular media influences youth most, study finds

By Jackie Lin
Thursday, Nov 11, 2004,Page 10

In view of the growing popularity of innovative communications media, manufacturers should consider adjusting their marketing strategies to better reach their targeted young customers, according to a report issued by ACNielsen Taiwan yesterday.

The survey shows that customers in the 18-to-24 age bracket tends to buy based on information from commercials or advertisements, with 41 percent of the respondents falling for celebrity-endorsed merchandise.

"Promoting products via TV, print and radio ads can effectively build up brand recognition with young people and stimulate their desire to place orders," said Doris Wong (é»?浩å??), executive director of the market researcher.

The survey represents integrated analyses from ACNiel-sen's media index and life index during the first six months this year, as well as information from 1,000 respondents polled last month.

Communication methods among young people have underwent a drastic change as the group is relying heavily on cellphones and Internet services, which shed some light on how businesses can present their commodities, especially recreational activities and high-tech products, Wong said.

Some major retailers have attempted to catch up with consumers' changing lifestyles when new technology is catching on quickly.

Jurene Hsiao (è?­å®?é?¯), public relations manager of the nation's largest hypermarket chain, Carrefour Taiwan, said as the younger generation closely follows the development of 3C products, especially mobile phones and digital cameras, the company circulates electronic flyers and cooperates with main consumer product retailers on Web sites to attract potential buyers' attention.

"We've met with enthusiastic response from students with this marketing strategy" although younger customers are not its main customer base, Hsiao said.

As for other age groups, Carrefour launches ads in different types of media to target its major customers aged between 28 and 45, and at the same time, offers free samples of foodstuffs in stores to lure members of the older generation.

Those distinctive strategies fall in line with ACNielsen's report.

Those distinctive strategies fall in line with ACNielsen's report, which shows that seniors above 50 years old prioritize functions and effects of the merchandise and they do not make purchases for the sake of free gifts or discounts.

The health and cosmetics retailer Watsons Taiwan is stepping up its ads placements on the Internet and sends short messages to target customers through mobile service carrier Far EasTone Communications Co (���信), public relations official Elvy Chou (��婷) said.

The celebrity effect is evident in promoting its products, Chou said.

â??As cosmetics are placed in an open-shelf environment, manufacturers tend to hire famous models for endorsement to win over customers' trust and boost its popularity,â?? she said.

For the aging population, she said giving away pamphlets detailing health-related information and presenting check-up activities in neighborhoods have proved effective in increasing sales of health food.

Chris Schuepp
Young People's Media Network - Coordinator
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