A series of focus groups conducted by the agency in the Greater Taipei area also found this demographic to be highly influenced by entertainment personalities, to the point where consumer preferences mirror the behaviour of actors and actresses
For example, Taiwanese women in the 15 to 30 age group have shown a preference for flip-phone handset designs rather than the candy-bar styles popular elsewhere, a fact OMD attributes to the prevalence of flip-phones being used by celebrities.
The research included six focus groups of eight women each, and a further 70 filling out diaries on weekdays and weekends.
Among the implications for media buying, OMD found that young women sleep late on the weekends and are not TV watchers early on weekends, often waking late and heading straight out to meet friends or go shopping.
As a result, OMD is recommending clients stay away from weekend morning TV buys, and ensure their messages are delivered before the weekend to capture weekend buying patterns.
OMD is also recommending the placing of key messages closer to buying touchpoints such as cosmetic counters and automobile showrooms.