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1、Image-ConsciousConsumersExaminingtheprofile,onlinelife,andsocialmediahabitsoftheImage-ConsciousConsumerAUDIENCEREPORT2018www.globalwebindex.comIntroductionContentsKeyInsights03ProfilingtheImage-ConsciousConsumer04Onlinebehaviors07SocialMedia10ThePurchaseJourney14BrandEngagement16NotesonMethodolo
2、gy20GlobalWebIndexAudiencereportsaredesignedtoexaminethedigitalbehaviorsofaparticulargroup–showcasingtrendsovertimeaswellasanalyzinghowtheaudienceinquestioncomparestotheoverallinternetpopulation.Inthisreport,weplacethespotlightonImage-ConsciousConsumers.Thisreportexplores:•Howdodemographiccompos
3、ition,regionalvariation,andpersonalvaluesshapeanImage-Consciousconsumer?•HowdoImage-ConsciousConsumersnavigatethedigitalspace?•WhatkindofarelationshipdoImage-ConsciousConsumershavewithsocialmediaplatforms?•HowdoImage-ConsciousConsumersdiscover,researchandinteractwithbrandsonline?•WhatdoImage-Con
4、sciousConsumersvalueinbrands,andhowdotheyengagewithbeautyandluxurybrands?DEFININGIMAGE-CONSCIOUSCONSUMERSWithintheGlobalWebIndexsurvey,respondentsareaskedanumberofquestionsabouttheirattitudesandcorevalues.Basedontheiranswerstothesequestions,wecategorizerespondentsintoanumberofsegments,oneofthes
5、ebeing‘Image-Conscious’.Tore-createthisaudience,accessAudienceBuilderinourPlatform.KeyInsightsImage-ConsciousConsumersaremorelikelytobefemale,urban,andaffluent.TheAsia-PacificregionhasanotablyhigherconcentrationofinternetuserswhocanbecategorizedasImage-Conscious.Thissegmentofusersishighlytech-co
6、nnected.Image-ConsciousConsumersviewtheinternetandtechnologyaspositivetoolsthatenablethemtostayconnectedwithotherpeople,andaremoreinclinedtousetheinternetforpersonal,professional,andcommercialneedscomparedtothegeneralpopulation.ThereisastrongcorrelationwithImage-Consciousnessandgreaterusageofsoc
7、ialmedia.Acrossglobalregions,Image-ConsciousConsumersspendmoretimeonsocialmedia,aremoremotivatedtousesocialmediaforvariouspersonalandprofessionalreasons,andaremoreinclinedtofollowpeople,organizations,andbrandsthroughsocialme
