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Figuras Públicas E Digital Influencers 2021 Figuras Públicas e Digital Influencers 2021 OPINIÃO DOS PORTUGUESES E PRESENÇA DIGITAL Figuras Públicas e Digital Influencers – Edição 2021 O QUE É OBJETIVOS O Estudo Figuras Públicas e Digital Influencers 2021 é ▪ Avaliar a notoriedade de figuras públicas um estudo realizado pela Marktest Consulting com o ▪ Medir a proximidade afectiva entre figuras objectivo de conhecer a imagem que os portugueses públicas e opinião pública têm das figuras públicas nacionais, a sua opinião ▪ Analisar, por áreas (música, moda, Tv, etc), as acerca das principais características destas figuras públicas preferidas dos portugueses personalidades e a sua associação à publicidade. ▪ Avaliar as características que uma figura pública deve possuir para participar em campanhas A análise resulta de um estudo de opinião, realizado publicitárias, através da medição da importância junto de indivíduos com 15/64 anos residentes em de um conjunto de atributos (honestidade, Portugal Continental. Integra informação sobre a sua competência, credibilidade, reputação, persuasão, simpatia, juventude, beleza, prestígio, sobriedade presença digital (páginas de Facebook, Twitter, ...) Instagram, Blogs...) e analisa indicadores de ▪ notoriedade e empatia com Blogs, Vlogs, Bloggers, Identificar que atributos são mais valorizados na publicidade dos vários sectores de atividade Instagrammers ou Youtubers. ▪ Analisar a associação de personalidades a cada um APRESENTAÇÃO DE RESULTADOS desses atributos ▪ Identificar as figuras públicas mais adequadas para Os resultados do estudo estão disponíveis em duas participar em campanhas publicitárias de sectores específicos (bancos, seguradoras, distribuição, modalidades: produtos de beleza, telecomunicações, 1. Relatório global, contendo análise gráfica da automóveis, bebidas, refrigerantes, ações de solidariedade, entre outros) informação e descritiva dos principais resultados. Inclui também tabelas Excel com todas as questões ▪ Analisar a importância da presença de figuras abordadas no estudo de opinião e o seu públicas na publicidade cruzamento pelas variáveis sociodemográficas ▪ Identificar figuras públicas com maior potencial de (género, idade, região, classe social); participação em campanhas publicitárias ou de sensibilização social 2. Web App que permite visualizar, para cada uma ▪ Conhecer a relação que os portugueses têm com das 62 figuras públicas e 40 digital influencers, blogs/vlogs e influenciadores digitais uma síntese dos resultados obtidos no estudo de ▪ opinião, nomeadamente: Avaliar índices de notoriedade e empatia com Blogs, Vlogs, Bloggers, Instagrammers ou • Índices de notoriedade e empatia Youtubers • Associação da figura pública a ▪ Conhecer hábitos de consulta e interações com blogs e vlogs atributos/características para participação em campanhas publicitárias ▪ Medir níveis de referência a marcas em blgs e vlogs • Adequação da figura pública para ▪ participar em campanhas de publicidade Conhecer importância dada a menções e marcas em blogs e vlogs por sectores (19 sectores) Figuras Públicas e Digital Influencers – Edição 2021 | Marktest Consulting 2021 ■ Rua Padre Luís Aparício, Nº 10 - 3º, 1150-248 Lisboa ■ Tel: +351 21 355 21 10 ■ [email protected] ■ www.marktest.com Figuras Públicas e Digital Influencers – Edição 2021 ÍNDICE Figura pública que mais gosta: Relação com Blogs e Vlogs: ✓ Nome de Blogs, Vlogs, Bloggers ou Youtubers Universo e Amostra do estudo ✓ Área do Desporto que conhece ou de que já ouviu falar Notoriedade espontânea de figuras públicas: 1ª ✓ Área da Música ✓ Costuma visitar ou seguir algum Blog ou Vlog referência (Top of Mind) ✓ Actor/Actriz de televisão/cinema/teatro ✓ Razões por que não costuma visitar ou seguir Notoriedade espontânea total de figuras públicas ✓ Apresentador/Apresentadora de Televisão nenhum Blog ou Vlog Notoriedade total de figuras públicas: Notoriedade ✓ Modelo/estilista/Designer de Moda ✓ Em que área temática se incluem os Blogs ou ✓ Humor espontânea + Notoriedade sugerida Vlogs que costuma visitar/seguir Grau de identificação com figuras públicas: ✓ Total ✓ Nome dos Blogs ou Vlogs que visita com mais ✓ Ana Guiomar Grau de importância de atributos/características frequência ✓ Andreia Rodrigues pessoais que uma figura pública deve possuir para ✓ Quando foi a última vez que visitou algum dos ✓ António Raminhos participar em campanhas publicitárias: Blogs/Vlogs que segue ✓ António Zambujo ✓ Honestidade ✓ Tipo de interações que costuma realizar nos ✓ Áurea ✓ Competência Blogs ou Vlogs que visita/segue ✓ Bruno Nogueira ✓ Credibilidade ✓ Quando os Blogs/Vlogs que segue publicam ✓ Carolina Deslandes comentários ou opiniões sobre uma ✓ Carolina Loureiro ✓ Simpatia determinada marca ou produto, que ✓ Carolina Patrocínio ✓ Juventude ✓ Catarina Furtado ✓ Beleza importância atribui a essas opiniões? ✓ César Mourão ✓ Prestígio ✓ E como classifica a importância dessas ✓ Cláudia Vieira ✓ Sobriedade opiniões para as suas opções de compra ✓ Cláudio Ramos – NOVO ✓ Reputação ✓ Ações realizadas depois de ter lido/visto ✓ Cristiano Ronaldo ✓ Persuasão referências em Blogs/Vlogs sobre produtos ou ✓ Cristina Ferreira ✓ Sentido de humor marcas (visitar site do produto, procurar mais ✓ Dânia Neto informação, comprar o produto, falar com ✓ Daniela Ruah ✓ Maturidade amigos sobre o produto)? ✓ David Carreira ✓ Talento ✓ Diana Chaves ✓ Nome das marcas ou produtos que se recorda ✓ Diogo Piçarra – NOVO Atributos/características mais importantes por sector: de ter visto mencionados em Blogs ou Vlogs ✓ Fátima Lopes (apresentadora TV) ✓ Automóveis que segue ✓ Fernanda Serrano ✓ Bancário ✓ Fernando Mendes ✓ Bebidas alcoólicas Grau de identificação/ empatia com digital ✓ Filomena Cautela ✓ Bebidas não alcoólicas influencers ✓ Gisela João ✓ A melhor amiga da Barbie (Ana Gomes) ✓ ✓ Distribuição (Hiper/supermercados) Herman José ✓ A Pipoca Mais Doce (Ana Garcia Martins) ✓ Eletrónica de consumo ✓ Jéssica Athayde ✓ Alice Trewinnard ✓ João Cajuda ✓ Energia e Combustíveis ✓ Bárbara Corby ✓ João Félix ✓ Farmacêutico/medicamentos ✓ Bárbara Inês ✓ João Manzarra ✓ Higiene do Lar ✓ Bernardo Almeida ✓ Jorge Corrula ✓ Higiene Pessoal ✓ Bumba na Fofinha (Mariana Cabral) ✓ José Fidalgo ✓ Produtos alimentares ✓ Carlos Vilhena ✓ José Mourinho ✓ Produtos de beleza (cabelo) ✓ Catarina Filipe ✓ Júlia Pinheiro ✓ Cocó na Fralda (Sónia Morais Santos) ✓ ✓ Produtos de beleza (rosto e corpo) Lourenço Ortigão ✓ D4rkframe (António Ramos) ✓ Produtos lácteos (leite, iogurtes) ✓ Lúcia Moniz ✓ Diário de um Batom (Sofia Novais de Paula) ✓ Manuel Luís Goucha ✓ Puericultura/Produtos para Bebé ✓ Diogo Batáguas ✓ Manuel Marques ✓ Segurador ✓ Fer0m0nas (Miguel Campos) ✓ Mariza ✓ Sensibilização social ✓ Guilherme Cabral ✓ Mickael Carreira ✓ Telecomunicações ✓ Guilherme Geirinhas ✓ Miguel Oliveira ✓ Viagens e Turismo ✓ Helena Coelho ✓ Nelson Évora – NOVO ✓ Inês Mocho ✓ Nilton ✓ Inês Ribeiro ✓ Figuras públicas associadas a cada um dos 13 Nuno Markl ✓ Inês Rochinha atributos/características ... ✓ Patrícia Mamona ✓ Joana Barrios ✓ Pedro Fernandes ✓ Luís Franco-Bastos ✓ Pedro Teixeira Nível de concordância com a frase "a participação de FP ✓ Maria Vaidosa (Mafalda Sampaio) ✓ Raquel Strada em campanhas publicitárias é uma mais valia para as ✓ Mia Rose ✓ Ricardo Araújo Pereira marcas do sector...“ (19 sectores) ✓ Miss Fit (Mariana Rocha) ✓ Ricardo Pereira ✓ Môce Dum Cabréste (Dário Guerreiro) ✓ Rita Blanco Figura pública mais adequada para participar numa ✓ Nuno Agonia ✓ Rita Pereira ✓ Nuno Moura ✓ campanha publicitária a um produto/instituição do Rui Unas ✓ Owana (Ana Catarina Ribeiro) sector... (19 sectores) ✓ Salvador Martinha ✓ Pedro Teixeira da Mota ✓ Sara Matos ✓ Por Falar Noutra Coisa (Guilherme Duarte) ✓ Sara Sampaio Presença Digital de Figuras Públicas: ✓ Pi (Miguel Monteiro) ✓ Sílvia Alberto ✓ Número de Fãs no Facebook ✓ RicFazeres (Ricardo Fazeres) ✓ Sofia RIbeiro ✓ Número de Posts no Instagram ✓ Sea3Po (Catarina Lowndes) ✓ Sónia Araújo ✓ Número de Seguidores no Instagram ✓ Sirkazzio (Anthony Sousa) ✓ Tânia Ribas de Oliveira ✓ Número de Tweets ✓ Sofiabbeauty (Sofia Barbosa) ✓ Telma Monteiro ✓ Tiagovsky (Tiago Saramago) ✓ ✓ Número de Seguidores no Twitter Vasco Palmeirim ✓ Vanessa Alfaro ✓ Número de Likes no Twitter ✓ Windoh (Diogo Silva) ✓ Número de Subscritores no Youtube ✓ Wuant (Filipe Morgado Borges) ✓ Número de Seguidores no Google+ ✓ Possui Blog Figuras Públicas e Digital Influencers – Edição 2021 | Marktest Consulting 2021 ■ Rua Padre Luís Aparício, Nº 10 - 3º, 1150-248 Lisboa ■ Tel: +351 21 355 21 10 ■ [email protected] ■ www.marktest.com Figuras Públicas e Digital Influencers – Edição 2021 ALGUNS INSIGHTS WEB APP ▪ Cristiano Ronaldo é a figura pública que mais portugueses referem conhecer… ▪ João Baião entra para o top 4 de notoriedade espontânea ▪ Vasco Palmeirim é agora a personalidade que gera maior empatia… ▪ Sara Sampaio é a figura pública da área da moda que os portugueses mais gostam… ▪ Daniela Ruah é a atriz de que os portugueses mais gostam… ▪ Mariza é a preferida na área da música… ▪ Honestidade, Credibilidade e Simpatia são as características mais valorizadas para a participação em publicidade… ▪ A Pipoca Mais Doce (Ana Garcia Martins), Mia Rose e Bumba na Fofinha (Mariana Cabral) são os digital influencers mais reconhecidos ... ▪ Blogs/Vlogs de humor são os preferidos ▪ Bernardo Almeida, Diogo Batáguas e Pedro Teixeira da Mota obtêm os maiores índices de empatia junto dos que os reconhecem ▪ Mais de metade dos seguidores de Blogs/Vlogs procuraram mais informação ou visitaram o site do produto/marca depois
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