Neo Marketing, which provides consumer-based research and marketing support, conducted a “Survey on Fan Creation” for three days from January 21st to January 23rd, 2021.
An internet survey of 1,000 men and women between the ages of 20 and 69 who have a company or brand that they can say they are a fan of, what they have done with the company or brand they are a fan of, and the factors that led them to become a fan of the company or brand. We conducted research and announced the aggregated and analyzed results.
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“Survey on fan building” asked 1,000 men and women between the ages of 20 and 69
Approximately 60% of fans “regularly check new products and services” of companies/brands, and approximately 40% “purchase regularly”
According to this survey, 63.1% of survey respondents said that they have done something with companies and brands that they are fans of on a regular basis for new products and services, followed by 45.7%. % of respondents said they would “purchase regularly.” Neomarketing analyzes that “There are still many people who take action on a regular basis.”
In addition, 28.7% of respondents said they would “recommend products from that company or brand to friends, family, or partners,” 12.8% said they would “gift a product from that company or brand to a friend, family member, or partner,” and 12.8% said they would “recommend a product from that company or brand to a friend, family member, or partner.” It is also worth noting that 9.5% of people said they would communicate about their favorite companies and brands to people close to them.
Reference source:
“Survey on fan building” asked 1,000 men and women between the ages of 20 and 69
More than 70% of the reasons why they became a fan of a company/brand was “quality of services/products”
Among the factors that led survey respondents to become fans of a company or brand, “quality of services and products” was overwhelmingly cited at 75.2%. This was followed by “brand worldview” at 32.0%, followed by “customer care” at 18.8%.
Free answers included “the designer’s beliefs,” “the sense of security that comes from always having the same product,” “the packaging explains how the product was made,” and “the policies are good and the implementation is consistent.” “There is,” etc. were mentioned.
Based on these, neomarketing is “The major premise of thinking about product packaging and advertising design is to clarify the target audience of who the brand is for, the positioning of the brand in relation to other brands, and the foundation of an unwavering worldview.” We need to think about this,” he said. Reference source: “Survey on fan building” asked 1,000 men and women between the ages of 20 and 69
TV commercials are the most common way they learned about companies and brands that they became fans of…
21.3% of survey respondents learned about the companies/brands they became fans of through “TV commercials,” but 20.2% said “SNS,” a difference of only 1.1 points. Neo Marketing analyzes that, “Although the influence of TV commercials is still strong, we can see that SNS has become comparable to it.”
In addition, 19.8% of respondents said they were introduced by acquaintances, family, or partners, which is higher than magazines (18.5%) and TV programs (17.9%). Neo Marketing says, “This shows how important introductions from people close to you are as a route to recognition,” and analyzed, “It can be said that the presence of close fans often brings in new fans.” .
Furthermore, among the people who cited “SNS/blog/video sharing services” as the reason they learned about the company/brand they became a fan of, those who said that the source of the information that led them to know about them was “the company/brand.” This was the highest percentage at 73.9%. This was followed by “ordinary people” at 41.0%, followed by “influencers/celebrities” at 37.9%.
Reference source:
“Survey on fan building” asked 1,000 men and women between the ages of 20 and 69
Approximately 30% of people say there is a company or brand that they are no longer a fan of.
The percentage of people who were fans of a company or brand in the past but are no longer fans was 33.6%, and the remaining 66.4% continue to be fans. Neo Marketing analyzes that “Even after a certain period of time, it is thought that more than half of the people who have become fans will continue to be fans.”
Reasons for not being a fan of a company or brand include changes in one’s own tastes and preferences, dissatisfaction with poor quality and customer service, as well as “the appearance has become more appealing to everyone,” “products are inconsistent,” and “products are inconsistent.” Many people expressed dissatisfaction with the shift in brand and company concepts, such as, “The concept has changed and it’s no longer to my liking.” In addition, some customers left the brand due to the loss of its unique value, such as “there are cheaper products with the same quality.” Neo Marketing analyzes that “Making a clear difference from other brands and building a strong, unwavering worldview seems to be an important point in building fans.”
Reference source:
“Survey on fan building” asked 1,000 men and women between the ages of 20 and 69
More than 40% of people often try products and services that are popular in the world
Of those surveyed, 12.6% answered that they “often try” products and services that are popular in the world, and 31.4% answered that they “somewhat often try” products and services. The percentage rose to 44.0%.
On the other hand, 20.9% of those who answered “I don’t try it much” and 3.7% who answered “I never try it,” making the total only 24.6%.
Regarding this, Neo Marketing analyzes that “Many people who become fans of a particular company or brand are likely to be somewhat sensitive to trends.”
Reference source:
“Survey on fan building” asked 1,000 men and women between the ages of 20 and 69