消费者和营销人员如何利用“围墙花园”

Consumer Behavior Insights - "Walled gardens" account for a significant portion of users' daily digital media leisure time, with consumers spending an average of 3.5 hours on these platforms [1] - YouTube leads with a global usage rate of 72%, followed by Facebook, Instagram, and TikTok, with younger demographics (18-24) favoring visual video platforms, while those aged 45 and above rely more on Facebook and traditional TV news [1] - Over 40% of individuals aged 18-44 primarily source news from social media and video platforms, contrasting with 59% of those aged 45 and older who depend on TV news [1] Social Commerce and Influencer Impact - 54% of consumers are influenced by social media influencers, with 31% indicating significant influence, and 23% have made purchases based on positive comments on influencer posts [2] - Social commerce is rapidly growing, with 30% of global consumers having shopped via social platforms, and this figure rises to 40% in the Asia-Pacific region, particularly in mobile-first markets like Vietnam and Indonesia [2] - 88% of marketers utilize social media for advertising, with platform selection closely tied to the marketing funnel stage [2] Marketing Challenges and Opportunities - Marketers face four primary challenges: 46% struggle to reach target audiences, 38% find it difficult to keep up with content trends, 33% are concerned about ROI calculations and multi-channel management, and 65% worry about brand suitability [2][3] - Despite these challenges, marketers show increasing confidence in platforms like YouTube (72%), Instagram (71%), and TikTok (68%), with notable regional differences in platform preference [3] - The demand for third-party tools is rising, with 51% of marketers prioritizing audience targeting and verification, while regions like Asia-Pacific and Latin America emphasize media quality measurement [3] Future Outlook - The report anticipates a future with fewer platform barriers and more interconnectedness within "walled gardens," urging marketers to adopt customized multi-platform strategies and leverage third-party verification tools [3] - Transparency in measurement and trustworthy partnerships are identified as key to unlocking the marketing potential within "walled gardens" [3]