2021
2021 1 05 2 3 4 13 21 29 2
2021 Google Ipsos 2021 (n=2000) 2021 3 25 (n=500) 2021 6 20 16-55 [1] [2] [3] [4] [5] n=150 n=639 Ipsos 2021 [1] [2] [3] [4] [5] 3
2021 1 3 2 4 4
1 5
2021 10 GDP 5.46% 2020 2021(f) 8.3% 5.46% 9% 6% 6.3% 5.7% 5.3% 6.7% 4.7% 4.3% 6% 5% 3% 0% 2.3% 2.2% 2.2% 3.3% 2.8% 3% 3% 4% 3% -3% -6% -9% -3.5% -4.6% -1.7% -3.5% -6.1% 2% 1% 0% 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021(f) ( IMF ), 2021 4 IMF 2021 6 6
% $12,000 $9,000 $9,297 $9,403 $9,474 $8,616 $8,733 $8,786 $10,349 $9,515 $9,240 $8,444 $8,861 $8,069 $9,915 $9,090 $10,581 $9,576 $10,092 $9,173 11% (2021 Q1 2020 Q1 ) +15% $6,000 8.1% 8.6% 8.9% 8.3% 9.5% 9.1% 9% +9% +8% $3,000 7.3% 7.1% 7.3% 7% 0 $681 $670 $688 $834 19 Q1 19 Q2 19 Q3 19 Q4 $796 $792 $825 $1,005 $919 20 Q1 20 Q2 20 Q3 20 Q4 21 Q1 ~ 0% 2021 Q1 7
2020 2020 2020.08 [3] 48% 23% 22% 18% ( 2019.11 ) [1] +16pp [2] 8% [1] Ipsos (2019, n=1000) [2] Ipsos (2020, n=3,000) [3] Ipsos (2021, n=2,000) 8
App 4 App [1] 71% 67% 2021 3 2021 6 53% 29% 29% 14% 37% 30% [2] [3] [4] 11% 16% 37% App 24% 16% 9% App App App [1] [2] [3] [4] [5] App Ipsos (2021 3 n=2,000 ; 2021 6 n=500) 9
8 App 25-44 App 77% 71% 83% 79% 75% +18% App [1] App 2021 1~6 v.s 2020 1~6 16-24 25-34 35-44 45-55 Ipsos (2021, n=2,000) App Annie Android [1] Apps Google Play Store 5 10
3 2021 1-4 App +65% +89% $20,000 15,000 2.7X $15,000 $10,000 $5,000 7,557 8,658 10,077 11,371 12,478 10,000 5,000 0 $9,801 $12,582 $16,707 $19,462 $18,592 20 Q1 20 Q2 20 Q3 20 Q4 21 Q1 0 11
47% 41% 37% Ipsos (2021, n=2,000) 12
2 13
10 (Zetabyte) 200 180 160 140 120 100 80 60 40 20 0 1969 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 IDC x Seagate Data Age 2025, 2017 14
Google Decoding Decision, Making sense of the Messy Middle 2020 7 Google 31 310 15
53% [1] Ipsos (2020, n=3,000) Ipsos 2021 n=150 n=639 [1] 16
26 0.5 min 2 mins 14 mins 3 4.5 mins 1 min 2 3 5 6 2-5 1 8 1 4 7 2 mins 0.5 min 3 min Ipsos 2021 App 17
3 9.5 min 56 54 mins 4 min 7 2 mins 11.5 min 1 3 5 7 7 2-5 1 8 3 10 2 4 6 9 4 mins 3.5 min 6 min 4 min Ipsos 2021 App 18
2~3 49 1.5 min 62 mins 4 2.5 mins 0.5 min 1 3 5 2-5 購買當天 10 購買完成 電商平台 2 4 6 7 8 9 4 min 8.5 min 6.5 min 4 mins 5.5 min 28.5 min Ipsos 2021 App 19
App 3~4 39 7 mins 20 mins 5 1 1 6 App 2 3 4 5 1 min 2 mins 3 mins 7 mins Ipsos 2021 App 20
3 5 21
95% 5% 1 2 Thinking, Fast and Slow 2011, Daniel Kahneman 22
5 Mere Exposure Effect Ambiguity Bias Power of Now Bandwagon Effect Projection Effect [1] Cognitive illusions 2004, Pohl, Rüdiger F [2] Thinking and Deciding 1994, Jonathan Baron [3] Decoding Decisions 2020, Think with Google [4] Oxford Dictionary of Psychology 2003, Andrew.M.Colman [5] Decision and experience: why don't we choose what makes us happy? 2006, Hsee, Christopher K.; Reid Hastie 23
( Mere Exposure Effect ) 55% 88% Ipsos (2021, n=2,000) 24
( Ambiguity Bias ) + 70% 60% 59% 42% 39% 39% 50% 50% 33% 27% 27% [1] Ipsos (2021, n=2,000) [1] 25
( Power of Now ) 24 100 24 38% 75 48% 50 35% 25 34% 0 34% 2011.05 2015.01 2018.09 2021.06 Google Ipsos (2021, n=2,000) 26
( Bandwagon Effect ) Google Ptt Dcard 100 75 50 70% 25 0 2016.05 2018.02 2019.11 2021.05 Google Ipsos (2021, n=2,000) 27
( Projection Effect ) 49% 45% 59% 58% 54% 50% 42% 49% 49% 43% 36% 30% Ipsos (2021, n=2,000) 28
4 29
3 1 Get ready to sell 2 Differentiate with creative 3 Leverage the power of machine learning 30
1 From: To: 31
1 App +8.4% 0.1 Shopping Store +200% Mobile Web Video Search Milliseconds make Millions, Deloitte; Forbes, The Bottom Line: Why Good UX Design Means Better Business 32
2 5 5 Mere Exposure Effect Ambiguity Bias Power of Now Bandwagon Effect Projection Effect Presence Transparency Availability Buzz Personalization [1] Cognitive illusions 2004, Pohl, Rüdiger F [2] Thinking and Deciding 1994, Jonathan Baron [3] Decoding Decisions 2020, Think with Google [4] Oxford Dictionary of Psychology 2003, Andrew.M.Colman [5] Decision and experience: why don't we choose what makes us happy? 2006, Hsee, Christopher K.; Reid Hastie 33
3 34
Google Google Google Google Google Google Google 註 : (ifermi.com) 35
2021