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Selected insights on target group: YouTube users in Taiwan

• 37% of YouTube users have a high annual household income
• YouTube users value similar aspects of life as the overall consumer
• Movies, TV shows and music are relatively prevalent interests of YouTube users
• YouTube users are more likely to have tech and computers as a hobby than the average consumer
• YouTube users remember seeing ads in video portals more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Taiwan, Province of China
• Gender of consumers in Taiwan, Province of China
• Consumer’s level of education in Taiwan, Province of China
• Share of consumers in Taiwan, Province of China in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Taiwan, Province of China live
• Communities where consumers live in Taiwan, Province of China

• Most important aspects of life for consumers in Taiwan, Province of China
• Top 10 interests of YouTube users in Taiwan, Province of China
• Top 10 hobbies and leisure activities of YouTube users in Taiwan, Province of China

• Agreement with statements in Taiwan, Province of China
• The 10 most important issues facing Taiwan, Province of China according to YouTube users
• Political attitudes of consumers in Taiwan, Province of China

• Top 10 places where YouTube users in Taiwan, Province of China have come across digital advertising in the past 4 weeks
• Devices consumers in Taiwan, Province of China use regularly to access the internet
• Social media activities in Taiwan, Province of China by type
• Places where consumers in Taiwan, Province of China have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Taiwan, Province of China have been using in the past 4 weeks