TW Consumer Behaviors Snapshot of Nov. 2021: 58% Worried About Pay Cuts Despite Declining Covid Concerns

of TW Consumer Behaviors of Nov. 2021
Snapshot
Released on Dec. 10, 2021
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

Agenda
1. Tracking Survey of Salary and Spending Expectations
2. Department Store & E-Commerce Anniversary Consumer Survey
3. 【E-invoice Research】Online Platform Consumption Status Before / After
Outbreak : Video Streaming and Learning Platforms
4. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in November 2021) © Eastern Online Co., Ltd.

Tracking Survey：
Salary and Spending
Expectations
PART 1

57% 62% 60% 64% 60% 66% 59% 58%
24% 21% 24% 19% 23%
18%
24% 24%
19% 17% 16% 18% 17% 16% 17% 18%
Late Jul. Nov. Dec. Jan. Mar. May Jul. Nov
2020 2021
Perspective on Future Salary (Choose One, %)
Worried Unfeeling Unworried
45%
58%
49%
56%
49%
59% 57% 56%
48%
39%
49% 42% 49% 35% 39% 39%
7% 3% 2% 2% 2% 6% 4% 5%
9%
21%
16% 17%
10%
12%
17% 19%
0%
20%
40%
60%
80%
100%
Late Jul. Nov. Dec. Jan. Mar. May Jul. Nov.
2020 2021
Adjustment of Short-term spending ( %)
Reduced Unchanged Increased Much Reduced
• Decline on Concerns about the Salary: Assessing the current situation of the pandemic and the general environment, consumers' worries
about salary have dropped to 58%, which is lower than the pandemic in January, May, and July of the same year, but the level of confidence
has not increased as the pandemic subsides.
• In terms of short-term consumer spending, nearly 60% said they would cut back on spending. The proportion of those who "cut back
significantly and save as much as they can" is even higher than during the pandemic, close attention is required.
Tracking Survey of Salary and Spending Expectations
Data Finding 1: 58% worried about pay cuts,
maintaining austerity in spending
4

Tracking Survey of Salary and Spending Expectations
Data Finding 2: Consumption desire dropped to the lowest
point, but keep a close watch for shopping offers
5
• Consumer temptation surges and then plummets: Consumers' desire to spend in October rose after receiving the Quintuple stimulus
vouchers, but in November the desire to spend fell sharply to a level lower than during the pandemic, but the number of consumers actively
discussing shopping offers rose from September to November.
• Looking at the recent overall market conditions, mixed with Quintuple stimulus vouchers, the brand upward effect and possible
weakness in the large shopping season, consumers seem to spend Quintuple stimulus vouchers first, and then just observe the
status of shopping offers, not eager to buy at a particular moment. In the future, consumers will be cautious until the early
Chinese New Year.
55
49
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
44
46
48
50
52
54
56
58
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
2019 2020 2021
Shopping Desire & Initially Care Shopping Offers
Shopping
Desire
(Full
Score
of
100)
Initially
Care
Shopping
Offers
(%)

PART 2
Department Store &
E-Commerce Anniversary
Consumer Survey

• Department stores & e-commerce anniversary celebrations have less impact: After three years of tracking surveys, the percentage of
consumers who did not shop during department stores and e-commerce anniversaries continues to increase; the percentage of those who
spent more than expected also continues to decrease.
• Spending amount may be driven by Quintuple stimulus vouchers: Observing the three-year average spending, it is estimated that
there is an increase in 2021 compared to the previous year, driven by Quintuple stimulus vouchers.
• Nearly 60% are not affected by external recommendations: In terms of diversified recommendation channels, the actual
recommendation from friends and relatives is the most powerful, with 18% of consumers buying products as a result; in group buying
groups, friends are more powerful in promoting purchases than group buyers, so it is important to make efforts to manage group
relationships.
Department Store & E-Commerce Anniversary Consumer Survey
Data Finding 1: Reassessing the Anniversary
Promotion Model
7
20% 25% 27%
26% 28% 26%
23% 19% 17%
8,531
8,054
8,411
6,000
8,000
10,000
0%
20%
40%
60%
80%
2019 2020 2021
Department Store & E-Commerce Anniversary
Consumption Spending
No spending Spent less
Spent more number of spending
18%16%10%10% 7% 7% 5% 4% 3% 3% 3% 2% 1%
56%
Friends/Family
YouTuber
Opinion
leaders
of
online
forum
Facebook
Influencer
Chat
Group
Member
Instagramer
Blogger
Sales
person
in
store
Live
Streaming
Presenter
TV/
Movie
artist
Group
Buying
Organizer
TV/
Radio
program
celebrity
Politician
Non
of
the
above
Department Store & E-Commerce Anniversary
-Recommendation Power

• Smartphones and facial care products are the most popular in the past three years: Along with the second half of each year's cell
phone shipment boom and the demand for skincare products, these two items have been the focus of consumers' anniversary purchases for
the past three years.
• Health food on the rise: As a result of the pandemic, health care products are being emphasized and consumers are buying them during
the anniversary season, so it is worth observing whether they will become a must-have item for the anniversary in the future.
Department Store & E-Commerce Anniversary Consumer Survey
Data Finding 2: Hypermarket, department stores and
e-commerce are the top three spending channels
8
24%
18% 16% 15%
11% 10% 9% 9% 8% 5%
13%
31%
Smartphone
Health
supplement
Facail
care
Home
small
electronics
Household
essentials
Home
theater
Health
electronics
High
quality
bedding
Cosmetics
Furniture
Others
Non
of
above
Department Store & E-Commerce
Anniversary – Hot Products (Exp. or Bought)
2019~2021 Department Store & E-Commerce
Anniversary – Hot Products Top3
2019 2020 2021
1
Home small
electronics
Smartphone Smartphone
2 Smartphone Facial care Health supplement
3 Facial care Health supplement Facial care
４ Health supplement
Home small
electronics
Home small
electronics
５ Health electronics
Household
essentials
Household
essentials

Big Data - E-invoice
Online Platform
Consumption Status Before /
After Pandemic
Video Streaming and Learning Platforms
PART 3
Eastern Online Consumer Research Group / E-invoice Database

54.6%
26.2%
7.0%
1.6% 4.2% 6.4%
one
time
or
more
per
day
one
time
every
2~3
days
one
time
per
week
one
time
every
two
weeks
one
time
or
less
per
month
not
watched
OTT Usage
32.3
18%
34.1
3% 13%
0%
31min-1hr
less than 30 mins
1-2 hrs
4-6 hrs
2-4 hrs
more than 7 hrs
98.6%
21.3%
11.8% 9.4% 4.9%
YouTube
iQiyi
LINE
TV
Netflix
YOUKU
Top5 OTT Platforms watched last
month (2021)
Frequency of YouTube Watching
(Last month, 2021)
Average time of video
watching
High Frequency of YouTube Usage
The Emphasis on Streaming Content
With the development of the Internet and the increasing
number of video platforms, consumers have a different
habit of watching video content than before.
According to the EOL E-ICP database 2021, nearly 50% of
people watch video content for more than one hour a day
on average, and up to 54.6% of people watch YouTube
more than once a day, indicating that domestic users use
YouTube quite frequently!
Moreover, YouTube topped the list of video channels
watched in the past month, and 98.6% of people watched
the channel, showing YouTube's dominant position in the
video content platform. In addition, the survey shows that
the top five paid platforms all provide membership
mechanisms, so YouTube and Netflix were selected to
further study the actual purchase of membership services.
Picture Source: Official Website and Social Pages of Online Platforms ；Data Source: EOL E-ICP Database. 2021, Home visit.

Change of subscription of 3 OTTs
before and after the outbreak
7.1%
4.6%
4.0% 3.9%
0%
1%
2%
3%
4%
5%
6%
7%
8%
0
1000
2000
3000
4000
5000
6000
7000
8000
Apr. May Jun. Jul. Aug. Sep.
2021 Spotify No. of E-invoice Subscription (%)
-10.7%
6.4% 5.6%
-3.6%
-15%
-10%
-5%
0%
5%
10%
8000
8500
9000
9500
10000
2021 Netflix No. of E-invoice Subscription (%)
11.5%
21.2%
11.4%
-1.4%
-5%
0%
5%
10%
15%
20%
25%
0
5000
10000
15000
20000
25000
30000
2021 YouTube No. of E-invoice Subscription* (%)
Pre-Pandemic: Overall, the three streaming platforms observed are all
growing significantly from 2020 onwards, which has become a trend.
However, in this year 2021, only the number of Netflix subscribers
declined, and it is assumed that the global movie production schedule was
delayed by the pandemic in the first half of the year, and Netflix
subscribers did not grow significantly compared to the other two platforms.
During Pandemic: After Taiwan entered Level 3 alert (May to June),
video platforms generally grew. If we look at the percentage of the change
in subscriptions compared to the previous month, YouTube grew the most
and was the obvious beneficiary of the pandemic.
Post-Pandemic: Music streaming platform Spotify is still growing steadily,
while YouTube and Netflix did not grow in September, indicating a
slowdown in growth.
<Note. The percentage of subscription on each service brand counts based on the number of subscription change
from previous month.
Source: EOL E-invoice Database.
Apr. - Sep., 2021

Personal Learning Profile
A comprehensive online one-on-one teaching
platform that provides users with the ability to
choose their own tutor and schedule lessons
at any time, with teachers in countries around
the world.
Udemy is the world's largest online learning
platform with a wide variety of courses for users to
choose from, and courses can be created and sold
on the platform.
According to the EOL E-ICP database, the percentage of
people who spend money on learning will be 17% in 2020 and
drop to 15% in 2021, which indicates that the education and
learning market has not expanded much in these two years.
Therefore, EOL selected the purchase status of two online
language learning platforms as the subject of the study to
examine whether the post-pandemic situation would increase
the willingness to learn.
The chosen platforms are AmazingTalker, a one-to-one
interactive language learning platform, and Udemy, the world's
largest and complete learning resource.
0%
1%
2%
3%
4%
5%
6%
7%
Language Yoga Computer/
smartphone
2021 2020
Top 3 types of courses that are willing to spend money to
study (2020 vs. 2021)
AmazingTalker Udemy
Consumers who spend money to learn are in the
minority
Major courses: language, computer and
marketing
15%
85%
2021
Paid
course
Free
course
17%
83%
2020
Paid
course
Free
course
<Picture Source: Official Website and Social Pages of Online Platforms>
Source: EOL E-ICP Database. 2021, Home visit.

Changes In Online Learning Platforms
Before And After The Pandemic
13
Source: EOL E-invoice Database.
Apr. - Sep., 2021
Temporary increase in demand for
digital courses due to the pandemic,
but the trend doesn't last long
From the e-invoicing data, it can be seen that both
AmazingTalker and Udemy platforms saw a significant
increase in demand for online courses during the pandemic
this year, starting in May and decreasing after the pandemic
subsided in August. Udemy also showed the same trend in
2021, with a significant increase between May and June,
followed by a gradual decline after August.
Further study of Udemy's data for the same period last year in
2020 shows that demand increased significantly in May (the
Panshi Ship incident), but then dropped sharply in June, while
a small wave of growth occurred between July and August
during the summer holidays or when Triple stimulus vouchers
were available, but then dropped again. This shows that the
pandemic did cause a temporary increase in demand for
online courses, but with the unsealing, consumers can choose
from a wider variety of other leisure activities, reducing their
willingness to learn, which in turn affects the overall demand
for digital courses. Therefore, it is not easy to expand the
learning industry. Although the pandemic could temporarily
increase the demand, it is necessary for the industry to make
efforts to maintain the strength afterward.
Observation of online learning platform purchase status from EOL e-invoice information data
1.8%
3.0%
78.9%
12.1%
-40.5%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
0
100
200
300
400
E-invoice no. Course need (%)
98.8%
-56.9%
15.3%
96.4%
-42.9%
-100%
-50%
0%
50%
100%
0
50
100
150
200
E-invoice No. Course need (%)
93.0%
53.2%
-22.1%
-26.4%
-40%
-20%
0%
20%
40%
60%
80%
100%
0
100
200
300
400
E-invoice No. Course need (%) May → July
Online Course Request
+195.65%
July → September
Online Course Request
-42.65%
AmazingTalker 2021 E-invoice No.
Udemy 2021 E-invoice No.
<Note: The change in the number of invoices (%) from the previous month was used as a reference for the change in course demand (%).>
Udemy2020 E-invoice No.

PART 4
Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. / 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City

Utilization Survey to New Consumer Behaviors
54%
Online Payment
Trying out cleaning products
of unfamiliar brands(22%)，
I would like to try it out even
having never heard of it before
(11%)
17%
Purposeful diet control
behaviors
20%
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
Having Micro-cosmetic
Surgery
No
Change
15
No
Change
No
Change
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
2%
2% 3%
No
Change 4%

Hot Topics Among Consumers in November
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in November?
16
34%
Shopping
and
Discount
26%
Entertain
ment
21%
Culinary
45%
Food
and
Dining
37%
Investme
nt
20%
Internati
onal
Issues
21%
Economy
21%
Facial &
Body
care

Mind Share Obtained by
Top 5 YouTubers in Nov. 2021
17
# 4
# 5
# 3
# 1
# 2
2 up
3 up
1 up
7 up
19 up

Mind Shares Obtained by YouTubers
名次 Oct 2021 Nov 2021
1 TGOP Muyao 4 Super Playing ▲2
2 77sevenboss Aga Tsai ▲3
3 Muyao 4 Super Playing Chien’s Eating ▲1
4 Chien’s Eating Aga Tsai Life ▲7
5 Aga Tsai Sanyuan_JAPAN ▲19
6 JESSE TANG ASTRO INFO TGOP ▼5
7 Joeman 77sevenboss ▼5
8 Catino Crazy News Jess Tang ▼2
9 ZRBros Ray Du English ▲4
10 fumeancats Koreajinzhengu ▲2
11 Aga Tsai Life NSFW ▲8
12 Korea jin zhen gu Catino Crazy News ▼4
13 Ray Du English ZRBros ▼4
14 Aotter Girls Hailey ▲2
15 Lessons from movies Potter King ▲2
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.
18

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“post-pandemic
consumption changes”
E-ICP Database
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E - I C P s e r i e s
• E-ICP Database (rolled out in mid Oct.)
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Nov.)
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report (pre-order)
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For more information on related service, please contact our salesperson

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

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
Solid, fast and precise
identification of
registered members
Trend
Seminar
Member of Macromill
Weekly index Asia
Annual Trend Seminar
21

Visions and Market Insights of
EOL Consumer Research Team
Market Analysis
Allow you to
comprehend the scale,
profitability and annual
growth of the market you
plan to enter
Competition
Overview
Allow you to
comprehend the number
of competitors and their
competitiveness, and
• 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
Strategies for
Market Entry
Offer you the
optimum
approaches to enter
the target market
22

Integrated
Platform
Teams and Experts
from Diverse Fields
Precise Marketing
Proposals
E-ICP Marketing Database
The Online Survey Database with
180,000 Registered Members
Offline Qualitative and Quantitative
Survey
Teams with Advertisement and Industrial
Experience composed of Experts from fields
including:
1. Trend Study 2. Communication
3. Brand Marketing
4. Consumer Behaviors
The presentation of the research results
can offer effective and feasible strategic
proposals.
The integrated marketing and
communication service could be offered
using resources of the Group
E-ICP Marketing Database
E-ICP System
E-ICP e-Yearbook
Research Report on Top 10 Lifestyles in Taiwan
Trend Report on Elders
Project Research
Qualitative
Focus Group Interview
One-on-one In-depth
Interview
Quantitative (online & offline)
Online Survey/Telephone
Interview/Interview at Households
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Integrated Big Data Analysis Services
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Modeling of Prediction Model for Consumer Purchase Behaviors
Trend Reports
Customized reports
Workshop for Creation of Business
Opportunities
Consultancy Service for Brands and Trends
Advantages
Services
Advantages and Services of
23

Three Major Features of
Consumers Database
Annual Data of Consumers’ Behaviors
Sampling from Taiwan domestic market and
questionnaires are completed at households
Database of Sales with Issued Invoices
Analysis to sales of daily necessities produces
around one hundred million pieces of data
annually
Social Listening Database
Public opinions on the Internet are collected for
determination of development of future trends
1 2 Project Research
Professional Research Team with Decent
Qualitative and Quantitative Methodology
The solution integrating proposals offered by
experts from diverse fields is offered to clients for
1. Brand Positioning/Brand Power
2. Pricing Strategies/Channel
Competitions/Promotion Methods
3. Development of Products/Services
Big Data Analysis
Integration/Conversion of Values of Data
Fusion of data can integrate the whole picture
of daily life
Unstructured data is converted into structured
one and available for analysis
The features of data are presented in the
visualized approach to speed-up the
decision-making progress
3
24

Thank You
Do not cite, distribute, reprint, copy, and/or reproduce any and/or all parts of the
data and/or figures in this Document without prior consent of EOL
PR: +886-2-2706-4865
Marketing Manager Joce Yang #816
Amanda Li / VGM
Tina Peng / Director
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
#806 Email：amanda@isurvey.com.tw
#809 Email：tina@isurvey.com.tw
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TW Consumer Behaviors Snapshot of Nov. 2021: 58% Worried About Pay Cuts Despite Declining Covid Concerns

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TW Consumer Behaviors Snapshot of Nov. 2021: 58% Worried About Pay Cuts Despite Declining Covid Concerns