Talkwalker & Twitter：探索推特上的生活成本對話（2022）（英文版）（23頁）.pdf

1、Exploring the Cost of Living ConversationWhat brands can learn from insights on TwitterIntroductionIn 2022,a storm of global issues has led to whats being referred to as a cost of living crisis.1 Inflation is on the rise,causing many products to increase in cost,with wages often failing to keep up.A

2、s prices continue to increase,some consumers are taking to Twitter to discuss the worlds changing economy.2 In this report,Talkwalker,a Twitter Official Partner and leading consumer intelligence company,examines these conversations on Twitter to help understand how the public is dealing with the dra

3、stic changes.By diving into the global conversation on Twitter,we will provide brands with a more empathetic view of their consumers enabling them to adapt their messaging,products,and positioning to demonstrate awareness and address consumer sentiment.1 Vice,How the Global Cost of Living Crisis Is

4、Unfolding Across the World(May 27,2022)2 Statista,Monthly inflation rates in developed and emerging countries from December 2020 to May 2022In this report,well examine the broader cost of living conversations by analyzing over 16.2M Tweets.3 Well then dig deeper into the data,to reveal the key topic

5、s of these conversations,including:?How cost of living conversations are multiplying,especially amongst younger generations,and why that trend may continue over the coming month?Why fuel and energy costs are the key conversation drivers on Twitte?How people are considering changing their consumer be

6、havio?What help consumers are actively seeking from governments,society,brands,and the Twitter communityWhat is the cost of living?The cost of living is the amount required to cover the basics consumers need to live a sustainable life.4 Recently,several factors have led to increases in many expenses

7、,such as food,fuel,and other essentials.As wages arent rising at a proportional rate,people are struggling to maintain their standard of living during this crisis.01Cost of living conversations are multiplying,especially among younger demographicsFrom December 2021 to March 2022,Tweets mentioning ke

8、ywords related to cost of living have risen by 130%,with clear signs of continued growth over the last 12 months.5Recent research suggests that young people,aged 18 to 30,are most likely to be affected by the changes in cost of living,and this demographic is actively discussing it on Twitter.6 Looki

9、ng closely at age demographic data,the 25-34 age bracket drove 46%of the Twitter conversation around this topic,and saw the largest percentage increase(+144%)in mentions from December 2021 to March 2022.7 5 Talkwalker analysis of Twitter conversations including the phrase cost of living and relatabl

10、e terms that consumers used to discuss the ongoing situation.01 June 2021-31 May 2022.6 Sky News,Young people most affected by cost of living crisis,study finds,October 20217 Talkwalker analysis of Twitter conversations including the phrase cost of living and relatable terms,with demographic age ran

11、ges of users identified through Blue Silk AI.01 June 2021-31 May 2022.Source:Mentions of cost of living and related keywords over time,June 2021-June 2022,with forecast for June 2022-August 2022,Talkwalker Consumer Intelligence Acceleration Platform Cost of Living mentions over time,by age37.6k28.2k

12、9.4k18.8k47kJun 2021Sep 2021Dec 2021Mar 202218-2425-3435-4445-5455-6465+Cost of LivingForecastCost of Living Discussion on Twitter:Volume YTD and Forecast12.8k9.6k3.2k6.4k16k1 Jun29 Jun27 Jun24 Aug 21 Sep19 Oct 16 Nov14 Dec11 Jan8 Feb8 Mar5 Apr3 May31 May28 Jun26 Jul23 Aug20 SepTakeawayThe cost of l

13、iving will likely remain a significant part of consumer conversations for the coming months.Now is the time to adapt,especially if your target market is one of those most affected.By listening to consumers,you can adapt your messaging and campaigns effectively,to ensure you are coming across as empa

14、thic and relatable.Talkwalkers Forecasting uses Blue Silk AI to predict how a conversation will change in the future,based on the analysis of historical data.By analyzing Tweets with keywords related to the cost of living,it predicts that levels of conversations will remain higher than the equivalen

15、t period in June 2021.However,the confidence interval does rise over time,meaning there is still a strong chance this conversation could grow significantly.8Source:Conversation Clusters generated by Talkwalker analyzing cost of living conversations.December 2021-June 2022.Each colored cluster identi

16、fies a specific topic consumers are discussing related to the cost of living.Each dot is an article with a mention related to the conversation,with larger dots representing a group of articles about the same story.02Fuel and energy costs are key conversation drivers on TwitterBreaking down the conve

17、rsations using Conversation Clusters,Talkwalkers topic mapping feature,we can identify the key conversation drivers around the cost of living topic on Twitter.According to this analysis,the main drivers of cost of living conversations on Twitter are related to government responses on both sides of t

18、he Atlantic.14.5%of all analyzed conversations were related to criticism of the US government about rising gas prices,while 6.8%of conversations were related to the outrage at the UK governments reaction to the crisis and subsequent increase of the energy price cap,which has had a large impact on th

19、e cost of living.9Eating and heating concerns among poor familiesQuestioning high taxesOutrage at UK governments reaction to rising pricesCalls for resignation of UK politiciansRising prices of housingMonitoring the stock market and businessesConversations about unaffordable food,gas and housingSupp

20、lemental security income below the povery lineCriticism of the US government about rising gas pricesSupply chain issues affecting basic necessitiesRising prices of sports and entertainment ticketsInflation rates reaching record highs around the worldConversations Clusters:Cost of LivingDec 2021-Jun

21、2022 Medical and healthcare(combined)are the 6th most mentioned theme.Although the topic is discussed across the globe,78.2%of these conversations are being driven by US Twitter users.As the only country in the developed world without a universal healthcare system,this is another financial challenge

22、 Americans face.1410 Custom theme panels enable users to identify conversations based on specific keyword(s).These allow us to search for a curated range of words within data,to identify how people are discussing certain topics.11 ONS,Consumer price inflation basket of goods and services:2022,March

23、202212 JCHS,Millions of renters fall short of a comfortable standard of living,March 202213 Money,Simply Too Expensive:These are the biggest reasons renters arent buying homes right now,April 202214 World Atlas,10 Countries Without Universal Healthcare,May 2020Source:Custom theme panels,June 2021-Ma

24、y 2022,Talkwalker Consumer Intelligence Acceleration Platform Prominence of basket of goods essentials mentioned by consumers on Twitter in relation to the cost of livingGasFuelRentPetrolCarsHeatingMilkBeerSugarPorkBeefMortgageDentalChickenElectricityCookingOilHealthcareLambButterFishFruitsWineCoffe

25、eBabyfoodWater BreadMedicalEggsTeaBooksWe can dig further into the data by applying Talkwalkers custom theme panels10 and analyzing a 50 types of living essentials,often found within a basket of goods,11 to identify which expenses consumers are more concerned about.Gas is a dominant theme,as it cove

26、rs the rising cost of heating fuel in the UK and gasoline in the US,followed by Fuel.Rent is then the third most mentioned theme,mentioned 5.17x more than mortgages,as renters struggle to cope with rising costs.12 Many may understand that buying a home may be a more cost-effective investment in the

27、long term,but cant afford this initial outlay,or cant find the financial support to help them buy.13TakeawayConsumers are currently focused on balancing their budgets.This leaves little room for them to afford nonessentials.Therefore,highlight your essential products.People are prioritizing fuel and

28、 energy,with 67.9%of conversations around essentials focused on these elements,so highlight areas where people can save here.15 Look deeper at the pain points consumers are faced with now,and demonstrate how your product can save time or money.03People are considering their long-term decisionsAs the

29、 cost of living situation develops,some consumers are discussing long-term solutions on Twitter.These include moving homes,changing jobs,taking on second jobs,or making different buying decisions to counteract rising costs.Mentions of second jobs were up 42%from July 2021 to June 2022,while mentions

30、 of downsizing homes were up 41%over the same period.16Consumers discuss switching to electric cars,but many cant afford toOne major buying decision people are discussing is the switch to electric vehicles to counteract the rising cost of automotive fuel.Over the last 12 months,weve seen an increase

31、 of mentions of electric vehicles(EV)in relation to rising fuel prices.17 This ties in with an increase in EV purchases,with a 60%increase YoY of new EV registrations in the first quarter of 2022.18 By applying sentiment analysis,we found a significant portion of those mentions are identified as neg

32、ative.The most common verb phrase related to this topic,with 1.2%of mentions,is barely afford and 2.3%of phrases mentioned are variations of cant afford to buy.19 While theres a broad consensus that electric vehicles can save money over time.This Twitter conversation data suggests that many consumer

33、s cant afford them.In addition,53%of US consumers say they dont want to pay more for fuel-alternative solutions such as EVs.2017 Talkwalker analysis of conversations involving the rising cost of fuel and electric vehicles over time,with sentiment identified by Blue Silk AI,June 2021-May 2022.18 RDN,

34、Report:EV registrations surge 60%in first quarter of 2022,May 202219 Talkwalker analysis using word clouds to identify key phrases around conversations involving the rising cost of fuel and electric vehicles,June 2021-May 2022.20 Deloitte,2022 Global Automotive Consumer Study,January 2022Source:Topi

35、c sentiment of mentions of rising fuel prices alongside electric vehicles over time,June 2021-May 2022,Talkwalker Consumer Intelligence Acceleration PlatformMentions of rising fuel prices alongside electric vehicles,over time22.4K16.8K5.6K11.2K28KJun 2021Sep 2021Dec 2021Mar 2022PositiveNeutralNegati

36、veDelaying retirements arediscussion points on Twitter21 SHRM,High Inflation Disrupts Retirement Savings Strategies,May 202222 Talkwalker Quick Search analysis around mentions of retirement,June 2021-June 2022.23 Talkwalker analysis of Twitter conversations including the phrase cost of living and re

37、tirement related keywords.01 June 2021-31 May 2022.24 Talkwalker analysis of Twitter conversations including the phrase cost of living and retirement related keywords.01 June 2021-31 May 2022.25 CNBC,25%of Americans are delaying retirement due to inflation,survey finds,May 2022Source:Word cloud,June

38、 2021-May 2022,Talkwalker Consumer Intelligence Acceleration PlatformConversation keywords related to the rising cost of living and retirement plansrarely consideredwork longercompletely agreeactively workslive longerwork foreverrapidly risinggreatly reducedwork abroadsupposedly reduceregularly sell

39、simply continuesimply liveworked hardsuggests supertotally disagreesuddenly passedsell dailystay aheadultimately spawningtypically setworks greatThere are concerns that inflation alongside the rising cost of living will negatively impact retirement plans and weve seen increased discussion about this

40、 on Twitter.21 Tweets about retirement have increased by 33%from June 2021 to June 2022,22 and 0.3%of all cost of living Tweets also include mentions of retirement.23Of the Tweets related to retirement and the cost of living,2.6%were about delaying retirement,as many people believe they cant afford

41、to retire at this time.Work longer is the most prominent 2 word phrase in relation to this,24 as 25%of Americans are considering delaying retirement due to inflation.25TakeawayThe change in cost of living could lead to significant long-term consumer buying changes.Much like the pandemic,consumers wi

42、ll emerge from the crisis with a changed perspective and brands need to think ahead and adapt to meet those changes.04Consumers are seeking help from governments,programs,brands,and the Twitter communityIts clear there is an issue,and people need help.But as the increase in cost of living is impacti

43、ng countries across the globe,what solutions are people discussing on Twitter?Government actionPeople are expecting governments to drive the biggest change in society,hoping for policies that will directly mitigate the impact of the cost of living.Around 15%of all cost of living conversations mentio

44、n tax.26Of these mentions,#TaxTheRich was an emerging trend,up 193.7%year on year.27 There are signs of support for increasing taxes on the worlds richest people,along with increased corporate taxes.Though the story isnt black and white,as some still believe increasing taxes on businesses could caus

45、e inflation to rise further.Food banksTo help make ends meet,people are turning to other programs,such as food banks,for help.In May 2022,food banks were mentioned on Twitter 372,700 times,the highest number of mentions from the previous 13 months,up 100%from April.28A developing issue is that of fo

46、od banks running out of food as people are less able to donate to them,with 5.6K mentions of this from 1st January 2022 and June 15th 2022.This was driven by this Tweet,which has garnered approximately 22K engagements to date.29 26 Talkwalker analysis of Twitter conversations including the phrase co

47、st of living and tax related keywords.01 June 2021-31 May 2022.27 Talkwalker analysis of Twitter conversations including the phrase cost of living and tax related keywords.01 June 2021-31 May 2022.28 Talkwalker Quick Search analysis around mentions of food banks,June 2021-June 2022.29 CNN,Higher pri

48、ces and demand squeeze food banks,May 2022Source:Mentions of food banks over time,June 2021-June 2022,Talkwalker Consumer Intelligence Acceleration PlatformMentions over time304K228K76K152K380KMay 2021Aug 2021May 2022Feb 2022Nov 2021#SaveMoneyTo counteract the cost of living,the Twitter community is

49、 sharing cost saving tips.Mentions of#SaveMoney and similar hashtags,are up 17%YoY.30 In these Tweets,we see people sharing coupons and discounts,as well as advice on how to save money.Principles vs profiteeringMany consumers have not experienced a situation like this before,and may be looking towar

50、d brands to understand the situation and act accordingly.Consumers expect prices to remain fair,meaning they may accept price increases if they feel they are genuine,due to increased material costs and/or better wages.31However,when consumers feel that price increases are disingenuous,this could be

51、considered profiteering.Mentions of brands and the phrase profiteering were up significantly in May 2022(+185%compared to the previous peak of mentions in August 2021).32Source:Mentions over time,June 2021-June 2022,Talkwalker Consumer Intelligence Acceleration PlatformMentions of brands alongside p

52、rofiteering over timeMay 2021Aug 2021Nov 2021Feb 2022May 2022ProfiteeringTakeaway?Transparency is now essential to maintain consumer trust.People are willing to forgive some product or price changes,within reason,but those changes must be effectively communicated in a clear and timely manner.You nee

53、d to monitor conversations around your brand to track risks and ensure your messaging is understood?Not everyone is budgeting in the same way.Sustainability is still a critical part of many consumer actions,with some willing to make cutbacks in other areas to maintain their sustainable lifestyle.Con

54、clusionWith the cost of living being discussed by consumers across the world,now is the time for brands to listen and respond.?As the cost of living is expected to remain a significant part of consumer conversations in the near future,you need to understand how this is impacting your customers.By li

55、stening to consumers on Twitter,you can develop empathetic and relatable messaging and campaigns.Now is the time to adapt,especially if your target audience is one of those most affected?As many consumers are currently prioritizing balancing their budgets,focus on highlighting your essential product

56、s.People need to make savings where possible,so look to how your products can do that,whether thats in time or money?Global situations such as the rise in the cost of living can lead to significant consumer buying changes.You need to adapt your long-term strategy,to adapt to these changing actions a

57、nd opinions.Much like the pandemic,this will not just impact consumers today or tomorrow,but possibly for years to come?Empathy should be a key element of your strategy.Many are facing unprecedented circumstances,and your communication must take this into consideration.On Twitter,people across the g

58、lobe discuss major issues,like the cost of living,ask questions,demand answers,look for help,and look for the future.By listening and analyzing this global conversation,you can further understand how consumers are navigating this crisis and what your brand can do to support.MethodologyInsights for t

59、his report were taken from Talkwalkers Consumer Intelligence Acceleration Platform by focusing on Twitter data between June 2021 and June 2022.To enable Forecasting,additional back data was gathered from June 2020 to June 2021.Twitter data was used from across the globe,with queries built in English

60、.Queries were used to identify the mentions around the cost of living,identifying conversations that included the phrase,but also incorporating language to identify other conversations around the topic,including the impact of rising costs.In some cases,these queries may have been improved using Bool

61、ean operators,to help remove false positives.Filters were used in order to narrow down results for specific places or categories within the general queries.To attain a deeper level of analysis,we used features like sentiment analysis,custom theme panels,Conversation Clusters,etc.,which are powered b

62、y Talkwalkers Blue Silk AI.Sentiment analysis is performed with an average of 90%accuracy,with the ability to detect sarcasm and ironic comments.Topics analyzed includeCost of livingKeywords including cost of living,standard of living,increasing prices,affordability,making ends meet,etc.Basket of go

63、odsKeywords including 50 essential items such as baby food,beer,beef,books,bread,chicken,eggs,fish,fruit,health insurance,milk,soft drinks,tea,water,etc.Electric vehiclesKeywords including electric cars,EVs,Tesla,etc.TaxKeywords including tax,taxation,inflation,VAT,etc.#SaveMoneyHashtags including#S

64、aveMoney,#FinancialTips,#EnergySavings,#MoneySaving,#MoneyTips,etc.Brand profiteeringKeywords including excessive profits,profiteering,brands,companies,businesses,etc.About the Twitter Official Partner ProgramTwitter Official Partners are best-in-breed companies with unparalleled access to world-cla

65、ss technology.Expanding possibilities on and off our platform,our partners ensure exceptional experiences for brands.In order to earn and maintain the Twitter Official Partner badge and to ensure high-quality experiences for businesses,all our partners are vetted for excellence and must consistently

66、 meet our high performance standards.Learn more about the program and our Official Partners,or reach out to us at to begin working with a partner.Learn moreAbout TalkwalkerTalkwalker is the#1 consumer intelligence company and is dedicated to helping brands close the gap between brand and consumer.Re

67、cognized by Forrester as a Leader in Consumer Intelligence and Social Listening,Talkwalker brings together market-leading social analytics and AI technology,with unstructured data expertise,and a global team of insights analysts and data storytellers.Talkwalker enables brands to put consumers at the heart of their decision-making,empowering them to embrace smarter innovation,create more successful campaigns,and provide enhanced customer experiences.With teams around the world,Talkwalker helps over 2,500 global brands to be consumer close,and accelerate their brand growth.