"Food" (31.5%), "Travel" (24.5%), "3C products" (17%), "Video content" (15.7%) and "Affordable Clothing, Accessories, and Shoes" (13%) are the top five most viewed ad categories for Taiwan's Facebook users, according to the results from a questionnaire-based survey conducted by MIC (Market Intelligence and Consulting Institute), a government-backed ICT research institute based in Taipei, Taiwan.
Taiwanese Facebook Users' Most Viewed Ad Categories – By Age
|
Age
Category
|
15-24
|
25-34
|
35-44
|
45-54
|
55 and Above
|
In general
|
|
Food
|
25.9%
|
30.9%
|
32.2%
|
29.5%
|
42.6%
|
31.5%
|
|
Travel
|
17.3%
|
22.8%
|
25.8%
|
23.0%
|
39.7%
|
24.5%
|
|
3C Product
|
14.8%
|
15.0%
|
19.0%
|
19.7%
|
13.2%
|
17.0%
|
|
Video Content
|
21.0%
|
16.1%
|
15.4%
|
13.1%
|
14.7%
|
15.7%
|
|
Affordable Clothing, Accessories and Shoes
|
18.5%
|
14.1%
|
14.0%
|
6.0%
|
11.8%
|
13.0%
|
|
Cosmetics
|
17.3%
|
13.6%
|
10.0%
|
9.3%
|
8.8%
|
11.6%
|
|
News media
|
13.6%
|
8.8%
|
10.2%
|
11.5%
|
13.2%
|
10.3%
|
|
Daily Essentials
|
6.2%
|
6.5%
|
11.4%
|
9.8%
|
17.6%
|
9.3%
|
|
Finance
|
0.0%
|
7.8%
|
10.7%
|
8.7%
|
13.2%
|
8.8%
|
|
Gaming
|
7.4%
|
8.3%
|
8.1%
|
5.5%
|
8.8%
|
7.7%
|
|
Don't look at Facebook Ads
|
30.9%
|
27.4%
|
24.2%
|
35.5%
|
17.6%
|
27.2%
|
Note 1: Respondents who used social networking sites on their PC or mobile devices in the second half of 2015 (1,188/1,200)
Note 2: Top 10 answers to multiple-choice question (select up to 3)
Source: MIC, March 2016
The results also show that Taiwanese Facebook female users are 10% more likely to look at "Food" and "Cosmetics" ads than male users. Users aged 55 and above hold the highest rank in most ad categories, including "Food" (42.6%), "Travel" (39.7%), "Daily Essentials" (17.6%), "Finance" (13.2%) and "Gaming" (8.8%) ads. In this age group, the number of users who "Haven't looked at Facebook ads" (17.6%) is lower compared to the other age groups, says Yang-Hsuan Chen.
Also noteworthy is that the number of users aged 15-24 and 45-55 who "Don't look at Facebook Ads" is the highest among other age groups, says Chen.
To see more about this report, please visit: Uncovering the Impact of Facebook Ads on Taiwan Online Users
For future receipt of press releases, or more information about MIC research findings, please contact MIC Public Relations.
About MIC
Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry. https://mic.iii.org.tw/english