What are the reasons for "like" and "preservation" that we asked 1,000 men and women between the ages of 20 and 69 nationwide? ～ Research on how to use SNS ～ ”

The importance of SNS in business is increasing in Reiwa, where the smartphone native generation is the center of consumption. However, in order to make good use of SNS in business, understand the "optimization mechanism = algorithm" of each SNS, have many people "see" it, and understand what the actions taken by users mean. Must be done. Therefore, this time, we investigated how to respond to recommendations by SNS algorithms and how they feel to take actions such as "like" and "save" for 1000 consumers. Please use it as a material for future marketing activities. [Survey outline]

1. Survey method: Conducted using the WEB questionnaire method using the system of the questionnaire site "Eye Research" operated by Neo Marketing Co., Ltd.
2. Survey target: Among the eye research registered monitors, men and women between the ages of 20 and 69 who normally use SNS
3. Number of valid responses: 1000
4. Survey date: October 27, 2021 (Wednesday) -October 29, 2021 (Friday)

What is the reason for "Like" and "Save"? -Research on how to use SNS- "Main questions and answers ◆ Feelings for actions:" Take screenshots (without creating a list of photo folders) "44.8% of the feelings are" I want to purchase and use products and services. " When asked about the actions to be taken when encountering a post that they feel is good, and what applies to their feelings when taking that action, the action that most included the feeling of "I want to purchase or use a product or service" is " Take a screenshot (without creating a list of photo folders) ". The percentage was 44.8%. “Like” also includes “I want to buy / use products and services” at a rate of 37.1%, but “I want to look back because it is fun / interesting (for appreciation)” is also 33.6%. The purchase / use intention was relatively weak compared to "take a screenshot (without creating a list of photo folders)". Experiences when using SNS I asked if you had any experience like an example when using SNS. It can be seen that more than half of the respondents have experienced the recommendation function based on the SNS algorithm, such as "If you save and like a post in a certain category, posts in a similar category will be displayed frequently after that." I did. More than half seem to be aware that SNS will be customized to their own specifications by the actions they take. Do you want to display unfollowed posts ? We asked how much you want to display posts from unfollowed accounts on SNS. "I want to display if I'm interested" "I want to display a little if I'm interested": If I'm interested, I'd like to accept unfollowed recommended displays, and "I'm interested" But I don't want to display it too much. "" I don't want to display even the content that interests me. " The former was 43.2% and the latter was 47.9%, and the ratio of the latter was slightly higher, but both seem to be in competition. Actions when you encounter a post that you feel is good We asked each of the actions that apply when you encounter a post that you feel is good on SNS. The graph above compares the response results of major SNS. All SNSs that have a "Like" function have an overwhelmingly high percentage of selecting "Like" when they feel that a post is good. Especially on Twitter and Instagram, it was remarkable, exceeding 50%. On the other hand, TikTok and Pinterest had different percentages of actions to select. Regarding the rate of "commenting" when encountering a post that feels good, TikTok has a high rate of 14.0% compared to other SNS, and it is said that communication between users is active even though it is a video application. I understand. On Pinterest, the percentage of people who "screenshot" when they come across a post that they feel is good is about 20%, regardless of whether or not they are divided into photo folders, which is a high percentage compared to other SNS. In the question [Experience when using SNS] mentioned above, more than half of the respondents provided a recommendation function such as "If you save / like a post in a certain category, posts in a similar category will be displayed frequently after that." I found that I was experiencing it. There were a certain number of people who "screenshot" not only on Pinterest but also on each SNS, but based on the above, it is the post that dares to take a screenshot without using the save function provided in SNS. It could also be because you want to avoid frequent lines of similar posts in the future. You may be thinking about what you think is "good" and whether you want it to be displayed frequently on your SNS in the future. Feelings for Actions We asked you about the actions you take when you encounter a post that you feel is good on SNS, and what applies to your feelings when taking that action. The most aggressive action that included the desire to "purchase / use a product or service" was "take a screenshot (without creating a list of photo folders)", and the ratio was 44.8%. If you are thinking of purchasing / using immediately or want to compare information between multiple SNSs, there are many people who take screenshots instead of "likes" or "bookmarks" and put them in the photo folder of the terminal. It may be. “Like” also includes “I want to buy / use products and services” at a rate of 37.1%, but “I want to look back because it is fun / interesting (for appreciation)” is also 33.6%. , The purchase / use intention is relatively weak compared to "Take a screenshot (without creating a list of photo folders)". Experience of purchasing and using SNS as a trigger I asked if you have purchased or used something as a result of SNS. The graph above is a comparison of the response results on each SNS. The percentage of YouTube was the highest for both the experience of "knowing, purchasing and using for the first time on SNS" and the experience of "I originally knew but was interested in SNS and purchased and used". Actions that have led to purchase / use later We asked people who have purchased / used something as a result of SNS about actions that have led to purchase / use later. “Like” is the most connected to purchase and use, accounting for just 50.0%, which is half. On the other hand, "Take a screenshot (without creating a list of photo folders)" was 24.3%, a difference of 6.4 points from "Use the save function (example: save / bookmark / Keep)". In the question [feelings for actions] mentioned above, it was found that the screenshots have higher feelings of "I want to purchase / use products and services" and "I want to consider purchasing / using products and services" compared to other actions. However, it turns out that the number that actually leads to purchase is less than "Like" and "Save". ■ Other questions in this survey ・ Awareness of “algorithms” in SNS ・ [To prevent unnecessary posts from being displayed on your own SNS] What you are doing, etc. ■ Click here for the survey service used in this survey Net Research: https: / /neo-m.jp/research-service/netresearch/ ■ Request for credit notation when quoting / reprinting * Please be sure to specify the credit when quoting / reprinting this release. "According to the results of a survey conducted by Neo Marketing, which provides consumer-oriented research and marketing support ..." ■ "Neo Marketing" URL: https://neo-m.jp/