Eastern Online Consumer Research Group analyzed Taiwanese consumer behavior data from January 2021. They found that about 25% of consumers perceived the economy as poor compared to the previous month, and 31% expected a negative economic outlook over the next 2-3 months. However, 55% expected to increase spending for Lunar New Year. Subscription to streaming services exceeded 20% for the first time, and over 20% of households likely use these services. Podcast listening continues to steadily grow in Taiwan, with the profile of listeners becoming more diverse. The report provides suggestions for marketing, including leveraging popular streaming content and focusing on brand awareness.

1. Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
Released on Feb. 02, 2021
Snapshot
of TW Consumer Behaviors of Jan. 2021

2. Agenda
1. Analysis and interpretation of TW consumer data of January 2021
• What would be the change in TW economic perception of consumers as the pandemic slightly
rises? The Lunar New Year is around the corner, consumers are a little hesitant about their
expenditures in this month because of the mindset of expected spending in next month...
2. Tracking Survey to Consumer Behaviors
• Monthly tracking surveys, grasps the latest market trends
2

3. Consumer data 1: Strong Negative Economic Perception
• Change in Economic Perception: The economic perception of most TW consumers remains similar to last Month, but nearly
25% of respondents perceive that the economic performance is rather poor compared with last month. For the projection of the
next 2-3 months, there is a significant increase of respondents perceiving a negative economic performance (31%).
• Expenditures are expected to increase during the Lunar New Year: As the Lunar New Year is around the corner, 55% of
the respondents expect that their expenditures would increase due to the potential grocery purchasing, travelling and
transportation during the Festival period.
3
24%
31%
62% 53%
14% 16%
0%
20%
40%
60%
80%
100%
本月感受
(相較上一個月)
未來2-3個月
(相較本月)
Economic Perception and Projection
變好
差不多
變差
Better
Future 2-3 months
(compared with this Month)
Perception of this Month
(compared with last Month)
2%
4%
40%
34%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
明顯減少 些微減少 持平 些微增加 明顯增加
Projected Expenditure in Next Month
EOL Group Survey, N=500, 20-59 years old; conducted by: EOLembrain Online Member Survey (W3 Survey of Jan. 2021) © Eastern Online Co., Ltd.
Significantly Slightly Not so much Slightly Significantly
reduced reduced changed increased increased
Not so
much
change
Worse

4. Consumer data 2: The Tiny Spark of Consumption Desire
Consumers continue to hold back
• Sharing of Shopping Info. & Consumption Desires of H1 of 2020 are with the Same Pattern: During H1 of 2020,
consumers were less concerned about shopping information due to the severe pandemic, which also reflected the downturn in
shopping desire.
• “Just Looking Around for Now”: Since October 2020, although TW consumers’ discussions on shopping information have
gradually increased, the shopping desire actually achieved was still limited. Such trend was also reflected in the awkward
advertising environment in which there would likely be high CTR rather limited CVR. The expected necessary consumption of
the Lunar New Year may also be the main reason for the current decrease in consumption.
4
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (2019-2020) © Eastern Online Co., Ltd.
35%
43%
36%
39% 38%
40% 40% 42%
37%
32%
30%
32%
35%
38%
33%
31% 32%
35%
38%
54
56 56
53
54
52
55
54
56
55
53
52
51 51
55
51
53 53
52
52
0%
10%
20%
30%
40%
50%
50
55
60
3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月
2019 2020 2021
Sharing of Shopping Info. & Consumption Desires
Election year with
turbulent information
Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan.

5. Consumer data 3: The Rise of Streaming Services
Over 20% of the respondents have subscribed streaming services, and let’s not forget the topic generator
• The First and Ever 20% Record: With the launch of various films and series since December, the proportion of subscriptions
to streaming services has exceeded 20% for the first time since the 19-month consecutive survey by EOL.
• There would be more than 20% of the Households using Streaming Services: The subscription mechanism of some
platforms allows family members use one account. Considering the spillover effect of platform sharing, the actual penetration
of streaming service shall be more than 20%. In addition, with such strong user base, the topicality of related popular videos is
more likely to become the major subject of discussion on social media.
5
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Jan. 2021) © Eastern Online Co., Ltd.
10.5%
14.3%
11.4%
17.7%
12.8%
14.8%
12.9%
13.8%
17.0%
15.5%
15.3%
11.7%
13.7%
16.3%
14.1%
16.9%
15.8%
14.4%
18.8%
20.6%
0%
5%
10%
15%
20%
25%
6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月
2020 2021
Subscription of Video Streaming Services
2019
Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan.

6. Consumer data 4: Trends of New Household Cleaning Products
New products are being introduced to seize the market shares
• The Rate of Trial to New Household Cleaning Products has Increased: In TW, The Lunar New Year (Q1) used to be an important period for
the launch and introduction of new household cleaning products, and consumers can also discover more new product options on the shelves.
Under such product items, the consumer market seems to have gotten rid of the adhesion to familiar brands under the pressure of the pandemic.
• Will Antibacterial/Disinfection Products Take Advantage of the Situation? It has been about a year since the first outbreak of the pandemic in
Taiwan. The development of various new products for purposes of antibacterial and disinfection is expected to have been completed, and the
market competitiveness is bound to be enhanced.
6
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Apr. 2019 - Jan. 2021) © Eastern Online Co., Ltd.
15%
12%
9%
14%
11% 11% 10%
14%
11%
14% 13% 13%
10% 10% 11%
8% 10% 11% 9% 9% 10%
13%
33%
27%
20%
29%
23% 23% 22%
25%
22%
25% 25% 26%
21%
17% 18% 17%
19% 20% 19% 18%
20%
23%
0%
10%
20%
30%
40%
4月 5月 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月 1月
2020 2021
Household Cleaning Products 購買沒聽過、不認識的家用清潔品品牌
購買沒嘗試過的家用清潔品品牌及產品，如：洗碗精、洗衣精/粉、衛生紙等
I purchase the household cleaning products of brands that I am not familiar with or have never heard of
I purchase the household cleaning products and brands that I have not used before, such as dish
soap, laundry detergent/powder, or tissues, etc.
Demand: Prudent consumption, and purchase of products
of brands the consumers are familiar with
Supply: New products are under development
2019
Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan.

7. Consumer data 5: The Stable Podcast Market
• Podcast is not Short-lived, and the Consumer Habits are being Steadily Formed: EOL consecutively tracked relevant data for
six months, and the number of TW Podcast listeners had shown a steady growth.
• The Shifting of the Podcast Listener Profile: When comparing with the TW listeners profile of half a year ago, the diversity
of users has increased. The increase of the use of Podcasts among the respondents with ages of 20-39 is worth noting. There
is a trend of more male new listeners, and the respondents from Northern Taiwan are the major sources of listeners.
7
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Aug. 2020 - Jan. 2021) © Eastern Online Co., Ltd.
6.6%
10.6% 9.9%
11.7%
14.9% 14.4%
0%
10%
20%
30%
8月 9月 10月 11月 12月 1月
2021
Use Podcast
12%
9%
4%
2%
6%
8% 8%
5%
6%
5%
20%
18%
10% 10%
16%
10%
18%
11%
12% 13%
0%
5%
10%
15%
20%
25%
20~29
歲
30~39
歲
40~49
歲
50~59
歲
男
性
女
性
北
部
中
部
南
部
東
部
離
島
Podcast Listener Profile
2020
Aug. Sep. Oct. Nov. Dec. Jan.
20~29 30~39 40~49 50~59 Male Female North Central South East
years years years years &
old old old old Off-
shore
island

8. Suggestions for Marketing of this Month
• The Lunar New Year is around the Corner, and the Expected Expenditures Restrict the Current Consumption
• New Household Cleaning Products are Attracting More Attention: Traditionally, it is the hot season for sales of household
cleaning products prior to the Lunar New Year. TW Consumers in the past preferring cleaning products with time and labor-
saving effects, may NOW pay more attention to products with effective cleaning and antibacterial features due to the impact of
the pandemic. While the consumer demands are shifting, brands which are less familiar to consumers also have the
opportunity to be more exposed to the general public.
• Low Level of Shopping Desire Continues: In addition to the impact of the pandemic, consumers currently have low level of
shopping desire because of the expected higher expenditure in next month (i.e. the Lunar New Year). Hence, even
consumer’s attention to shopping-related information is increasing, the actual CVR of ads may be rather limited.
【Suggestions】
1. Seize long-term (like one Quarter) Market Share of Household Consumption: In order to face the competition from new
brands of household cleaning products and maintain the business operation under the pandemic, brands that are familiar to
the consumers need to introduce products with large/multiple-unit package to cover the subsequent household consumption
needs as well as evading the direct competition with other newly emerging brands.
2. The Sense of Rituals: Because TW consumers would in advance arrange their expenditure contents for the Lunar New Year
period, the products with certain package design (surprise grab bags, lucky goodies, and lucky charms, etc.) triggering the
“festive sense” of TW consumers could be introduced to enrich the festive atmosphere of the Lunar New Year.
3. Brand Awareness Marketing: In addition to Lunar New Year-related products (such as gifts and fresh fruits and vegetables
for ritual worshiping), the advertising budget of other types of products can be directed toward brand awareness and brand
image establishment, or the pre-planning for mid-year anniversary celebrations. However, it is required to pay attention to the
sign of low level of consumer confidence to the economic performance in the future 2-3 months.
8

9. Suggestions for Marketing of this Month (cont’d)
• New Peak of Streaming Services Subscription Makes Easier Grasp of Sources Generating Common Topics
• As of Jan. 2021, more than 20% of the respondents have subscribed streaming services, an increase of 7% compared to the same
period of last year. Since there were hot and popular common topics such as “Crash Landing on You” and “Itaewon Class” (Korea
Series published on Netflix) under the subscription level of last year, it is bound to be easier to generate common topics under the
current subscription level.
• 【Suggestion】
Grasp the Topics to Generate Popularity and Relevant Derivative Products: Leverage the hot popular film and series topics to
create greater social media popularity and the possibility of viral marketing. The peak number of video streaming services subscriptions
would assist marketing staff to more easily grasp the main discussions of the current online community, and introduce related products
and marketing terms to generate more business opportunities.
• The Five Major Elements of Podcast Development and the Ideas toward “Overall Marketing Effect” Assessment:
• There are five elements that shall be focused on for the subsequent growth of Podcast demands: 1. Users: The appealers
who can attract new audiences; 2. Content Creators/Owners: The transfer of media budgets to consolidate the viability of content
production in the industrial chain; 3. Platforms: Effective data feedback and profit distribution model; 4. Regulatory Aspects:
Awareness to laws and regulations that may restrict the development of the industry; and 5. Equipment: Market penetration rate of
wireless headsets
• 【Suggestion】
Jump Out of the Box of Stereotypes of New Media: The advertising effectiveness of Podcast is still not easy to be shown comparing
to other new media KPIs of the past. For the communication with brand owners, the assessment to the overall brand effectiveness
improvement before and after the proposed marketing campaign shall be implemented rather than the evaluation to CVR of each single
media.
9

10. Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

11. Mind Shares Obtained by
Top 5 YouTubers in Jan. 2021
# 1
# 2
# 3
# 4
# 5
11
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Jan, 2021 © Eastern Online Co., Ltd.
1 up
5 up
1 down
1 up
2 down

12. Mind Shares Obtained by YouTubers
Rank Oct 2020 Jan 2021
Changes of Ranking since the Survey
in Oct. 2020 (Adopting the Same
Research Method)
1 Chien’s Eating Muyao 4 Super Playing ▲ 1
2 Muyao 4 Super Playing Chien’s Eating ▼ 1
3 TGOP Aga Tsai ▲ 1
4 Aga Tsai Hailey ▲ 5
5 Ray Du English TGOP ▼ 2
6 Catino Crazy News Tsai’s Family ▲ 1
7 Tsai’s Family Korea jin zhen gu ▲ 3
8 Eye Central Television Fumeancats ▲ 6
9 Hailey Potter King ▲ 4
10 Korea jin zhen gu Joeman ▲ 10
11 Jesse Tang Jesse Tang --
12 BaiChiGongZhu Ray Du English ▼ 7
13 Potter King Eye Central Television ▼ 5
14 Fumeancats Ku's dream ▲ 4
15 jam_cutepig NSFW ▲ 1
In addition to the number of subscribers and the video views, the monthly consumer heart shares obtained could also
reflect the difference in influence between YouTubers. The following are a table of YouTuber channels that consumers
have actually (and most frequently) watched (i.e. channels which could be clearly identified by consumers) in the past
month, which serve as the reference for mind shares obtained by each listed channel.
12
© Eastern Online Co., Ltd.
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Jan, 2021 © Eastern Online Co., Ltd.

13. 53%
Food
and
Dining
38% 38% 28%
娛樂
影劇
21%
21%
Economy
22%
Hot Topics Among Consumers in January
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in November?
Investment
and Financial
Management
Movies
and
Entertain
-ment
International
Issues
13
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Jan. 2021 © Eastern Online Co., Ltd.
Reward
Points
Collecting
Scheme
Shopping
and
Discount

14. Utilization Survey to New Consumer Behaviors
54%
Online Payment
Trying out cleaning products
of unfamiliar brands(27.8%)，
I would like to try it out even
having never heard of it before
(10.9%)
20%
Purposeful diet control
behaviors
24%
Posting IG Stories
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past
month?
Others
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos
to TikTok
Going to Gyms
Having Micro-
cosmetic Surgery
No
Change
14
No
Change
No
Change
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Jan., 2021 © Eastern Online Co., Ltd.
No
Change
No
Change
No
Change
No
Change
No
Change
No
Change
No
Change

15. EOL Group is the largest local market research agency in Taiwan, and has EOL iSURVEY, EOLembrain, and EOL
social as its affiliates.
Starting from Taiwan, the scope of EOL’s customer service covers the whole Asia-Pacific region, which allows us to
provides clients with the most complete and market-insightful solutions, analysis of the consumer’s daily life
context for understanding and planning the consumption trends, and serve as the leading brand of Chinese
consumption trends.
Company in
Mainland China
Companies in Taiwan

16. EOL Consumer Research Team (EOL iSURVEY)
1000M
200,000
Members
30 Years
50,000
Households
400
Participants
200
Institutions
E-ICP
Taiwan Consumption
Demands Research
Research to changes of
consumption trends, values
and lifestyles
Big Data Research
Research on sales using
data of issued invoices
Research on preference of
telecom consumption
Research on word-of-
mouth among communities
iSurvey
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identification of
registered members
Trend
Seminar
Annual Trend Seminar

17. Visions and Market Insights of
EOL Consumer Research Team
Market Analysis
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plan to enter
Competition
Overview
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• market shares,
• channels distribution,
• product lines
Consumption
Preferences
and Behaviors
Allow you to
comprehend the
consumption behaviors
and characteristics, the
annual changes, as well
as the consumer
psychology and
demands
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Market Entry
Offer you the
optimum
approaches to enter
the target market

18. Integrated
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Teams and Experts
from Diverse Fields
Precise Marketing
Proposals
E-ICP Marketing Database
The Online Survey Database with
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Teams with Advertisement and Industrial
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4. Consumer Behaviors
The presentation of the research results
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The integrated marketing and
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19. Three Major Features of
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Annual Data of Consumers’ Behaviors
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questionnaires are completed at households
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3

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Marketing Manager Joce Yang #816
Deputy Director Ethan Yang #812
【Contacts for Business Cooperation】---------------------------------------------------
VGM Amanda Li #806 Email：amanda@isurvey.com.tw
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Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan