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Uncovering the Impact of Facebook Ads on Taiwan Online Users

Published By :

Market Intelligence & Consulting Institute

Published Date : Mar 2016

Category :

ICT

No. of Pages : 21 Pages

This report aims to identify the impact of Facebook ads on Taiwan online users based on a survey conducted by MIC in the first half of 2016. With an effective sample size of 1,200, this report analyzes the impact by users' gender, age and annual income; examines reasons that have encouraged people to continue using Facebook and highlights the most viewed ad categories; evaluates the impact of those ads on consumer preference towards services and products.

Table of Contents

1.Research Methodology

2.10 Reasons Why People Still Use Facebook 

2.1 "Friends are using it" continues to be the primary reason why people still use Facebook 
2.2 Male users are more likely to continue using Facebook to "Follow Brands/Stores" than female users 
2.3 Nearly 60% of users aged 15-24 and 35-44 will keep using Facebook because "Friends are using it" 
2.4 Over 60% of users with annual income of NT$ 500K-700K are more likely to use Facebook because "Friends are using it" 

3.Facebook Most Viewed Ad Categories 
3.1 "Food" ads took the top spot among most-viewed ad categories 
3.2 Female users are 10% more likely to look at "Food" and "Cosmetics" ads than male users
3.3 Users aged 55 and above have the lowest rank for "Don't Look at Facebook Ads" 
3.4 "Finance" ads can target users with annual income of NT$ 700K-900K and NT$ 900K-1,100K to increase effectiveness 

4.Influence of Facebook Ads on Products/Services 
4.1 In general, 30% of the Facebook users say their interest in the products/services "Increased slightly" after looking at the ads 
4.2 The number of female users whose interest in products/services "Decreased slightly" is higher than male users 
4.3 Facebook ads have the most influence on users aged 15-24 and least influence on users aged 45-54 
4.4 Over 50% of users with annual income of NT$ 900-1,100K show "increased" interest

5.Conclusion 
5.1 Finding #1: "Friends are using it" continues to be the primary reason why people still use Facebook 
5.2 Finding #2: Food" ads took the top spot among "most viewed" ad categories 
5.3 Finding #3: Generally speaking, 30% of Facebook users say their interest in the products/services "increased slightly" after looking at the ads

List of Table

Table 1: 10 Reasons Why People Still Use Facebook – By Age 
Table 2: 10 Reasons Why People Still Use Facebook – By Annual Income 
Table 3: Facebook Most Viewed Ad Categories – By Age 
Table 4: Facebook Most Viewed Ad Categories – By Annual Income 
Table 5: Influence of Facebook Ads on Products/Services – By Age 
Table 6: Influence of Facebook Ads on Products/Services – By Annual Income

List of Chart

Figure 1: Sample Size by Age, Gender, Occupation, and Living Area 
Figure 2: 10 Reasons Why People Still Use Facebook – In General 
Figure 3: 10 Reasons Why People Still Use Facebook – By Gender 
Figure 4: Facebook Most Viewed Ad Categories – In General 
Figure 5: Facebook Most Viewed Ad Categories – By Gender 
Figure 6: Influence of Facebook Ads on Products/Services – In General 
Figure 7: Influence of Facebook Ads on Products/Services – By Gender 

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