The fifth wave COVID-19 market survey TW consumer behavior(EN)

The Fifth Wave COVID-19 Market Survey
TW Consumer Behavior
PART 1 | Close Attention to the Information Channels& Frequency of Following
PART 2 | Consumption Changes & Observation
PART 3 | The Visit Behaviors & Main Considerations for the Consumption Channels
PART 4 | Deepen the Stay-at-home Behavior & How People Feel
PART 5 | Market Confidence & Views for the Future
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. 7F, No.306, Sec.4, Xinyi Rd., Da-an Dist., Taipei City
Researched and Published by Eastern Online Consumer Research Group June, 2021

Research Survey Method: Period, Method and Quota Sampling
Research Materials related to this Report
• Period: 2021/05/21 - 2021/05/26, 6 days in total
• Survey Method: 20-59 years old through the Eastern On line Professional Network members to conduct the ON-
LINE survey
• Number of valid samples: The valid samples for each of the three surveys are 1,000 respectively.
Sampling Method
• Quota for the sampling based on gender, age, region
• Sex: Male:Female =1:1
• Age: 20-29 / 30-39 / 40-49 / 50-59 = 1 / 1 / 1 / 1
• Regions: North/ Middle/ South = 5:2:3
2

Period of Investigation: After Announcing the
Nationwide Level 3 COVID-19 Alert
資訊載體
消費者關注資訊走向
Level 3
COVID-19
Alert for
the Taipei
City & New
Taipei City
Level 2
COVID-19
Alert
5/11 5/15
Photo Credit: National Applied Research Laboratories (NARLabs) / National Center for High-Performance Computing (NCHC)
3
Confirmed: 2,533
Active: 1,386
Recovered: 1,133
Deaths: 14
Taiwan COVID-19 Total Cases
Not included the retrospective adjustment for the confirmed cases.
Nationwide
Level 3
COVID-19
Alert
5th
Outbreak
Investigati
on,
Period:
5/21-5/26
Total cases, updated on 2021-06-02
Confirmed Death Recovered Activated

Close Attention to the
Information Channels
& Frequency of Following
• Major channels for
the information of
the COVID-19
outbreak
• Discussion and
frequency check for
the information of
the COVID-19
outbreak
4
Consumption Changes &
Observation
The Visit Behaviors &
Main Considerations for
the Consumption
Channels
Deepen the Stay-at-home
Behavior & How it Feels
Market Confidence &
Views for the Future
• Increases or
decreases for all
kinds of activities
• Adjust the variable
expenses by the
financial situation
• Readiness for the
epidemic
prevention supplies
• Changes of the
spending
• Key points for
choosing the five
major brick-and-
mortar channels
• Consider the
changes in online
shopping
• Adjust the
behaviors for
buying and picking
up the orders
• Happiness &
frustration for the
stay-at-home life
• Numerous
realization and
worries for Working
From Home (WFH)
• Prospects for
planning the home
life
• People's
confidence & views
for the vaccines,
goods & materials,
and government
• Changes of the
salary and job
• People's attitude &
value system
changed
Taiwan Fights Against the COVID-19

PART 1 |
Close Attention to the Information
Channels& Frequency of Following

• TV Remains the Major Source of Information: As people stay at home longer than before, TV news remains the
major source that consumers get the information of COVID-19 outbreak. Though the data reveals it's less than the
ones in last February and May, the influence of TV news cannot be ignored.
• LINE App Official Accounts' Influence Goes Up 15%: Currently, the number of Disease Control Butler's friends is
close to 867 million.COVID-19 outbreak turns severe so that the LINE app official accounts of the Taipei City and
New Taipei City now become part of the major source channels of the COVID-19 information.
• Youtube is a new target of this questionnaire. The data indicates that more than 30% of people rely on live-
streaming press conferences or other Youtube video content to understand the related knowledge of the COVID-19
outbreak.
Multiple Information Channels Increase Govt's Influence
© Eastern Online Co., L
6
23%
64%
44%
37% 34% 32% 32%
27% 27% 23%
18% 16%
11% 8% 8% 5% 4% 2% 2% 1%
TV
Media
websites
LINE
App
official
accounts
LINE
App
group
chats
with
friends
Line
Today
news
platform
YouTube
Interpersonal
communication
/
Chat
with
friends
and
relatives
Facebook
fan
pages/groups
Facebook
friends
share
the
news
feeds
Articles
sorted
online
or
the
related
news/events
for
dummies
Internet
forum
Newspaper
Instagram
Broadcast
Influencers
on
the
audiovisual
platforms
Specialized
information
websites
Magazines
Others
None
of
the
above
Information Source of the COVID-19 Outbreak (Multiple Responses, %)
Feb-20 Mar-20 May-21
Source: Eastern Online Consumer Research Group / EOLembrain Professional Online Survey, 5th Consumer Survey during the COVID-19 Outbreak, N=1,000, period of investigation 21st-26th May 2021. © Eastern Online Co., Ltd.
Information Consumption Channel Stay at home Confidence
TV Media
Websites
Line
App
official
accounts
Line
App
group
chats
with
friends
Line
Today
news
platform
YouTube Interpersonal
communication
/ Chat
with
friends
and
relatives
Facebook
fan
pages/
groups
Facebook
friends
share
the
news
Articles
sorted
online
or
the
related
news/
events
for
dummies
Internet
forum
Newspaper Instagram Broadcast Influencers
on the
audiovisual
platforms
Specialized
information
websites
Magazines Others None
of
the
above

90% of People Pay Attention to the Information of the COVID-19 Outbreak Every Day.
Nearly 70% of People Pay Attention to it at least Once Every Half a Day.
• 90% of respondents at least pay attention to the related information of the COVID-19 outbreak or discuss it with their
friends and relatives once a day. 68% of respondents pay attention to it more than once every half a day. 20% of
consumers pay attention to it per hour.
6%
4%
22%
28%
21%
6%
13%
整體(n=990)
How often do you read the related news/updates of the COVID-19 outbreak?
Pay close attention to all the information channels, such
as TV and more, and constantly read all the
news/updates of the COVID-19 outbreak
Every hour
Every 2-3 hours
Once every half a day
A day
More than a day
Don't care about any news of the COVID-19 outbreak
More than
twice a day
68%
Less than
once a day
32%
7

PART 2 |
Consumption Changes &
Observation

9
47%
43%
30% 29% 28%
24% 20%
11%
16% 17% 15% 18%
11% 13% 10% 9% 10% 11% 11% 10% 9% 10% 8% 6% 6% 4% 5% 5% 3%
16%
45% 44%
37% 36%
28%
26% 25%
22% 21% 21%
17% 16% 16% 16% 15% 15% 13% 11% 11% 11% 10% 9% 9% 9% 8%
6% 6% 5% 4% 3% 2%
9%
clean
hands
wear
masks
watch
TV
cook
at
home
online
shopping
free
online
straming
clean
house
work
from
home
chat
with
family
video
game
at
home
order
food
delivery
have
tea/coffe
at
home
tele-meeting
eat
frozon
pacaged
food
workout
at
home
online
courses
read
drive
for
commute
balanced
nutrition
consumption
paid
vedio
subscrition
take
more
nutrition
supplement
fresh
ingredient
delivery
online
banking/investment
review
insurance
play
w/
pets
self
facial
listen
to
radio
bake
disserts
mind
food
made
by
who
self
haircutting
smoke
none
of
above
Activities increase due to outbreak (multi-answer, %)
Apr. 20 May-21
More people watch TV, cook and work at home
• Comparing to last April, Watching TV& Cook at home have 7% increase
• WFH doubles：Under level 3 restriction, citizens practice self-lockdown at home. Besides WFH, Cleaning house
and chatting with family have 5% more increase

At-Home Activities withdrew as facing personal economic issue
9%
10%
10%
10%
2%
9%
3%
5%
3%
2%
4%
5%
2%
1%
1%
32%
29%
27%
21%
25%
16%
16%
12%
14%
14%
12%
10%
10%
10%
7%
50%
43%
43%
52%
55%
64%
73%
69%
73%
72%
65%
72%
81%
76%
77%
Online Shopping
order food delivery
fresh ingredient delivery
paid vedio subscrition
eat frozon pacaged food
drive for commute
mind food made by who
workout at home
video game at home
read
self facial
have tea/coffe at home
free online straming
cook at home
balanced nutrition consumption
immediately in 3 months in 4-6 months in 6-12 months won't stop
• Top 3 activities withdrew in 3
months as people suffer
economic difficulty: Online
Shopping, order food delivery &
fresh ingredient delivery
10
*The number doing each activity above varies.

• 60% change unnecessary spending due to the outbreak.
• Aged 40 and above obviously tighten the spending. Aged between 50~59 spend less while the 20s remain
increasing the spending.
11
3%
7%
16%
40% 19%
10% 7%
-21%
&
more
-11~20%
-6%~10%
no
change
（
+-
5%
）
+6%~10%
+11%~20%
+21%
&
more
Change of unnecessary spending (%)
Mar./Feb.-2020 Apr./Mar.-20202 May/Apr.-2021
8% 8% 8% 5%
14% 8% 9%
8%
20% 22% 18%
14%
-14% -15% -19% -14%
-7% -5%
-6% -10%
-3% -2%
-3% -4%
-60%
-40%
-20%
0%
20%
40%
60%
80%
20s 30s 40s 50s
- more than 21%
- 11%~20%
- 6%~10%
+6%~10%
+11%~20%
+ more than 21%
Changes of unnecessary spending

12
53%
25%
10% 12% 12% 8% 5% 5% 3% 4% 3% 1% 1%
36%
62%
47%
22% 19%
16% 15% 14%
10% 8% 7% 6% 4%
1%
20%
face
mask
mediacal
alcohol
antibacterial
wipe
antibacterial
hand
wash
sanitizer
Bleach
vitamin
antibacterial
soap
forehead
thermometer
ear
/
thermometer
disposable
gloves
automatic
soap
…
others
non
of
above
Protective goods buying (multi-answer, %)
Feb.-2020 May-2021
Buying more protective medical goods
• 80% consumers prepare & buy protective goods. The population doubles for buying medical alcohol than
last Feb.
• More confident in preparation: after an year , people are more experienced on purchasing protective medial
goods. About 20% responders do not prepare extra goods.
Feb.-2020 May 2021
Less than one-month supply
8% 5%
About one-month supply
32% 26%
About two-month supply
14% 16%
About three-month supply
6% 10%
As much as possible
3% 6%
Some, I can not estimate.
22% 17%
Preparation of protective goods

PART 3 |
The Visit Behaviors & Main
Considerations for the
Consumption Channels

Major changes in channel behavior, 50% of people are willing to
revisit infected channels within a month
• As the alert for COVID-19 rises to Level 3, consumers obviously adjust the frequency of visiting channels actively or
passively. Consumers have become more cautious in channel behaviors. The overall number of visitors visit
physical channels has plummeted and there are only 8% of people who still maintain their original channel behavior.
• Channel traders face the risk of infection and concerns of consumers‘ safety. After being reported by the media, they
do mass cleaning. More than 20% of consumers are willing to revisit the reported stores within two weeks and 50%
within one month.
Note*：”Maintain the original channel behavior” is the result
of a ratio of the option that presents "I didn't reduce to the outgoing channels."
14
43%
33%
20%
8%
2020 Feb 2020 Mar 2020 Apr 2021 May
Maintain the original channel behavior*
7%
16%
33%
25%
10%
10%
When would you like to revisit the infected access
(Multiple answer, %)
Nevermind
Within 2 weeks
More than 2 weeks to one
month
One month to 3 months
3 months to 6 months
More than half a year

The proportion of channel visits has been reduced.
Supermarkets and convenience stores are listed.
• This report shows that the percentage of visits to all channels has been reduced overall. Hypermarkets are with the
greatest reduction and then department stores; supermarkets, night markets, and convenience stores also reached
40% loss.
• Compared with the reduction of the top five channels in 2020, hypermarkets have attracted more attention this time.
Convenience stores have also entered the top five, highlighting that consumers may be reluctant to visit nearby
convenience stores when the epidemic becomes more severe.
15
50%
43%
41%
40%
40%
33%
30%
29%
29%
21%
21%
20%
19%
18%
18%
18%
13%
13%
12%
11%
11%
10%8% 8%
1%
8%
Hypermarket
Department
store/
…
Supermarket
Night
market
Convenience
store
Traditional
market
Cinema
Hospital/Clinic
Various
chain/non-…
Various
chain/non-…
Fast
food
restaurant
Drug
store/Pharmacy
Bakery
Tea
shop
Gym
Church/Temple
Hair
salon
Spa
Furniture
store
Chain
bookstore
Electrical
appliance
store
Sporting
goods
store
Nail
salon
Cosmetic
clinic
Others
I
didn'
t
reduce
to
the
…
Reduced visit channels in May 2021
(Multiple answer，%) Feb 2020 Mar 2020 Apr 2020 May 2021
Department
store /
Shopping
mall
Department
store /
Shopping
mall
Cinema Hypermarket
Hypermarket Cinema
Department
store／
Shopping
mall
Department
store／
Shopping
mall
Cinema Night market Night market Supermarket
Night market Hypermarket
Hospital／
Clinic
Night
market
Traditional
market
Traditional
market
Hypermarket
Convenience
store

The first priority for choosing physical channel are
epidemic prevention and safety measures
• Safety measures are the first priority：The current wave of epidemic has a great impact on the consideration of
consumer visits. Consumers paid more attention to the type and price of product in the past. However, the top five
consideration are related to epidemic prevention in this survey. Convenient conduct name registration and spacious
stores come to the first.
• Significant increase in digital services ：The epidemic stimulates the use of internet-related service. Online
availability inquiry and waiting list check have increased compared to the past. There are nearly ¼ consumers value
the function of online ordering for restaurants.
Channels Convenience store Supermarket Hypermarket Department store Restaurant
The top five factors
Convenient conduct
name registration
52%
Convenient conduct
name registration
49% Spacious 49% Spacious 46% Spacious 47%
Spacious 49% Spacious 49%
Convenient conduct
name registration
46% Sterilization 39% Sterilization 40%
Short queue 47% Short queue 45% Short queue 43%
Convenient
conduct name
registration
38% Clean 38%
Nearby 45% Sterilization 40% Sterilization 41%
Temperature
check
37% To-go available 37%
Sterilization 40% Nearby 39%
Temperature
check
37% Clean 28%
Convenient
conduct name
registration
36%
Digital
experience
Online availability
inquiry
21%
Online waiting list
check
19%
Online availability
inquiry
22%
Online waiting list
check
19% Online ordering 26%
Online waiting list
check
18%
Online availability
inquiry
17%
Online waiting list
check
20% Online catalog 13%
Online waiting list
check
20%
Online catalog 6% Online catalog 11% Online catalog 14%
Online availability
inquiry
12% Online catalog 7%
16

• The top five consideration of the overall respondents when shopping online is the low price(52%), followed by various
options of payment and delivery (45%), promotion and sales(44%), express delivery (42%) and exclusive offer of credit
cards(41%).
• Not only the price and promotion, consumers pay attention to payment and delivery.
12%
12%
13%
14%
15%
15%
16%
17%
17%
18%
19%
23%
24%
24%
30%
30%
33%
34%
36%
41%
42%
44%
45%
52%
Fast product update
Frozen and refrigerated delivery
Epidemic prevention specials
Nice customer service
Installment payments
Well-known website
Likeable brands
Recommended products meet my needs
Stock inquiry
Many options of similar products
Discount for membership
Detailed description of product
With reviews from consumers
Simple operation interface
Various types of product
Adequate supply
Free return and exchange
Convenience stores pickup
High transaction security
Exclusive offer of credit cards
Express delivery
Promotion/ Sales
Various options of payment and delivery
Low price
Precautions for online shopping during the epidemic
[Online shopping] In addition to the price, consumer care about
product delivery and time of arrival
Sort Factors
1 Various types of product
2 Well-known website
3 Convenience stores pick up
4 Express delivery
5 Detailed description of product
Jun to Aug 2020 E-ICP
Factors to consider when choosing
a shopping site (Multiple choice with
more than one answer )
17

[Online shopping] 14% of people place an order online after
the epidemic
• 14% of people placed an order online after the epidemic. 58% of respondents prefer to buy directly at physical stores
and pick up on the spot before the epidemic. Only 44% of respondents still maintain this way with a 14% drop. In
contrast, 36% of respondents prefer to place an order online before the epidemic rise to 52% with an increase of 16%.
• Among them, convenience stores pick up increased from 20% to 26%, and delivery to home increased from 10% to
18%.
44%
58%
5%
6%
8%
6%
26%
20%
18%
10%
Before the
epidemic
After the
epidemic
In-store purchase and pick up In-store purchase and home delivery
Online purchase and in-store pick up Online purchase and convenience stores pick up
Online purchase and home delivery
Preferable pickup ways when shopping
18
In-store Online
In-store Online

PART 4 |
Deepen the Stay-at-home Behavior
& How People Feel

People Stay at Home Longer than Before,
even Stay Longer on the Weekend than Weekdays
Data indicates the number of people
staying at home obviously increases in
May 2021
• Under the Level 3 COVID-19 Alert, the ratio
of people staying at home obviously
increases (refers to those who stay at home
more than 1 hour per day); the ratio goes up
over 10% than the one in last April.
• The ratio rises from 52% to 69% on
weekdays.
• The ratio rises from 65% to 79% on the
weekend/holidays.
20
Weekdays Weekend/Holidays
58%
48%
32%
46%
35%
21%
42%
52%
69%
54%
65%
79%
2020
年
3
月
2020
年
4
月
2021
年
5
月
2020
年
3
月
2020
年
4
月
2021
年
5
月
Stay at home
Now vs. Before
待在家時間沒大變化待在家時間增加(至少增加1小時)
May
2021
May
2021
Not a big change for
the time spent at home
Spend more time at home (at least 1
more hour)
Mar.
2020
Apr.
2020
Apr.
2020
Mar.
2020

• In May 2021, Taiwan imposed Level 3 COVID-19 alert nationwide. More than 20% of the respondents have
worked from home, twice the number in April 2020. The net preference rate came in at only 27%, lower than the
49% of the previous year.
• Same as the previous year, "reduced commuting time" was the most preferred, followed by work flexibility and work-
from-home attire; apart from commuting, consumers working from home were less satisfied than the previous year
in other aspects. The overall dislike rate was 14% higher than that in the previous year.
20% of the respondents working from home struggled to work
with family members around
Overall preference for WFH
1%
54%
6%
22%
82%
14%
52%
-4%
Work efficiency
Work flexibility
Smooth communication
with others
Performance of personal
computer
Reduced commuting
time
Online meeting efficiency
Work-from-time attire
Working with family
members around
Preference
Feeling of Working from Home (Net Preference Rate, %)
Apr-20 May-21
9%
32%
58%
23%
27%
50%
Dislike Average Like
April 2020
May 2021
21
*Net preference rate = (Like - Dislike) / Total
Like
Dislike

• As consumers spend more time at home during the pandemic, their biggest concern was lack of exercise;
depression caused by staying in the same place for so long, increased expenditures on utilities and the
internet, meal choices, and body shape were also the causes of stress.
• Although having family members around was unideal for people working from home (as shown on the previous
page), consumers were more worried about their children's falling behind during school closures (13%).
Nearly 90% of the respondents were most concerned about
lack of exercise due to longer time staying at home
12%
4%
9%
10%
11%
11%
11%
11%
13%
25%
26%
27%
31%
43%
None of the above
The company and customers think that I am not taking my work seriously
I feel disconnected from the outside world or friends
I have to take care of children while working
I don't have sufficient work equipment at home (computer, internet bandwidth, etc.)
Home furnishings are not neat and clean
I feel that no one understands me
I spend too much time with family members
I am worried about children's learning progress and future
I become out of shape
Meal choices become a problem
I spend more on utilities, internet, and others
I feel depressed when staying in the same place for so long
I exercise less
Get along with family members
Lack changes of life
22

86% of the respondents felt like trying new activities in their
free time
• People spent more time at home after the pandemic broke out. 86% of the respondents felt like doing or learning other
things in their free time; 33% started watching movies or TV shows in the playlist, 32% cleaned up their houses,
and 27% kept with their family members.
• Those aged 20~29 accounted for the highest percentage (94%) of the respondents spending time trying new
activities, particularly in activities of watching TV shows, reading books, taking online learning courses, and playing
games.
14%
12%
13%
14%
16%
17%
18%
22%
27%
32%
33%
None of the above
Try to make new dishes
Prepare special, time-consuming dishes
Play new games or beat the levels that are hard to overcome
before
Explore some new online services such as online banking
and online ordering
Adjust the diet
Take online learning courses
Read books that have long been on the book list
Keep with family members
Clean up the houses
Watch movies or TV shows in the playlist
Activities People Feel Like Doing while Staying at Home if lockdown extents
Activity
20~29
years old
30~39
years old
40~49
years old
50~59
years old
Watch movies or TV shows in the
playlist
42% 41% 28% 22%
Read books that have long been on
the book list
29% 20% 20% 18%
Take online learning courses 30% 14% 13% 13%
Play new games or beat the game
levels
24% 14% 12% 4%
None of the above 6% 12% 19% 21%
Cross-comparison of Age
23

PART 5 |
Market Confidence & Views for the
Future

• As the pandemic escalated in May 2021, as high as 66% of the respondents were concerned about their pay a 6%
increase from March.
• In terms of short-term consumer spending, the short-term consumer spending and the percentage of decrement
increased . Nearly 60% of the respondents reduced their spending, a 10% increase from March (49%); an increase
in spending increased by 4%. It is presumable that this change in daily habits caused by the Level 3 COVID-19 Alert
affected consumer spending.
57% 62% 60% 64% 60% 66%
24% 21% 24% 19% 23% 18%
19% 17% 16% 18% 17% 16%
7月下旬 11月 12月 1月疫情 3月 5月疫情
2020 2021
未來薪資看法 (單選, %)
憂心無感放心
Unfeeling
45%
58% 49% 56% 49%
59%
48%
39% 49% 42% 49% 35%
7% 3% 2% 2% 2% 6%
7月下旬 11月 12月 1月疫情 3月 5月疫情
2020 2021
短期支出調整(單選, %)
縮減不變增加
The concern about salary increased by 6% and more than 60%
of the respondents cut down on spending 25
Perspective on Future Salary (Choose One, %) Adjustment of Short-term spending(Choose One, %)
Reduced Unchanged Increased
Worried Unworried
Jan.
(outbreak)
Late July Nov. Dec.
Late July Nov. Dec. Mar. May
(outbreak)
Jan.
(outbreak)
Mar. May
(outbreak)

26
17%
60%
18%
4% 1%
Activity Planning for the Next Month (Choose One, %)
Start to cancel unnecessary gatherings
Stay at home as much as possible to avoid unnecessary
outdoor activities
Take heed of pandemic prevention measures and spend less
time on outdoor activities
Take pandemic prevention measures and spend about the
same amount of time on outdoor activities
Take advantage of more people staying at home to spend more
time on outdoor activities
Nearly 80% of the respondents will stay at home in the next
month

27
68%
51% 50%
42%
39% 36%
27% 24% 24% 21% 21% 20%
4%
Living Arrangements if the Pandemic Gets Worse in the Future (Choose All that Apply, %)
March-20 April-20 May-21
If the pandemic gets worse in the future...
Behavior
growing to
be a fixed
pattern
Behavior
adjusted
due to the
pandemic
Reduce
the
frequency
of
eating out
with
friends
Tend to
prepare
meals
at home
instead of
going out
in spite of
increased
spending
Give up going
to crowded
fairs (e.g.,
Lantern
Festival,
pet fair,
video game
expo.,
animation
exhibition,
and
coffee shows)
Purchase
daily
necessities
through
the Internet
Regardless
of extra
freight
Reduce
or give up
committed
gatherings
such as
religious
gatherings
and
learning
courses
Use public
transit
less
although
it may
increase
transportation
costs
Adopt
a diet
that can
strengthen
personal
health
and
resistance
Use OTC
medicine
to ease the
discomfort
from cold
symptoms
instead of
going to
medical
institutions
Purchase
Meals
through
food
delivery
services
regardles
s
of delivery
charges
Give up
paid
tickets to
idol
concerts,
autograp
h
signings,
and
meetups
Give up
paid
airline
tickets
or ask
about the
possibility of
reschedulin
g
the flights
Reduce
the
purchase
of
naked
products
such as
bulk rice,
vegetable
s,
and meat
None of
the above

• 25% of the respondents said that their companies curtailed or suspended hiring or even laid off staff due to the pandemic; the
majority (16%) of them suspended hiring.
• Only 16% of the respondents said that their companies continued hiring for the same number of vacancies or even more.
2% 14% 7% 16% 2% 33% 27%
全體(N=1000)
Ongoing hiring (more vacancies) Ongoing hiring (same vacancies) Ongoing hiring (fewer vacancies)
Hiring suspended Layoff No hiring at all
Unclear/Unsure
Company
hiring
28
25% - Hiring Curtailed or Suspended or Layoff
25% of the respondents’ companies have suspended or
curtailed hiring due to the pandemic

Respondents were confident of investing more in the stock
market
• 65% of the respondents have invested in stocks; 31% held onto their stocks and 26% slightly increase their investments
in the recent stock market crash. The statistic mentioned shows that investors are confident to the stock market. Only
20% of the respondents had no confidence in the future stock market, 38% had confidence in the future development of
the stock market, and 43% waited on the sidelines for the time being. This shows that conservative investors remained
somewhat confident of the future stock market.
35% 3% 5% 26% 31%
全體(N=1000)
Make no investment in stocks Sell stocks even if losing money Largely increase investments
7% 13% 43% 30% 8%
全體(N=1000)
Not confident at all Not very confident Wait and see Somewhat confident Very confident
Reaction to
the recent
stock market
crash
Perspective
on future
stock
market
Taiwan
stock market
trend
29

About half of the respondents were worried and half not worried about vaccines,
and the respondents were somewhat confident in the public/private sector
• 45% of the respondents were worried and 55% not worried about vaccines; 49% of the respondents were neither
too nervous nor worried and 34% were a little nervous and worried.
• More than 35% of the respondents were confident in the public and private sectors, especially in the supply of
daily necessities.
10%
2%
4%
3%
19%
12%
11%
11%
8%
34%
45%
48%
34%
30%
30%
35%
30%
43%
46%
8%
6%
7%
11%
15%
The public sector's response to the pandemic
Commercial establishments' (e.g., restaurants/shopping
malls) response to the pandemic
The company's/department's response to the pandemic
Medical supplies are readily available
Daily necessities are readily available
Not confident at all Not confident Average Confident Very confident
11% 34% 49% 6%
全體
(N=1000)
Very nervous and worried that Taiwan is unlikely to purchase vaccines
A little nervous and worried that Taiwan is unlikely to purchase vaccines
Neither too nervous nor worried; Taiwan should be able to purchase vaccines
Neither nervous nor worried; Taiwan is definitely able to purchase vaccines
Attitude
towards
vaccines
30

80% of the respondents were affected and started to think
about their health and work-life balance
19%
1%
4%
9%
14%
14%
21%
22%
24%
32%
38%
I have no special feelings or arrangements because of the pandemic-related news
Others
I become keener on numerology/horoscope-related fortune predictions in hopes of avoiding
bad luck
I purchase epidemic prevention supplies and daily necessities for family members and
friends who live in different places
I start to make contact with family members and friends more frequently
I purchase insurance related to infectious diseases and epidemics
I rethink wealth planning to avoid unexpected risks
I feel that I should live a life of pleasure while I can as life is impermanent
I seriously think about things other than work and feel that life should not be all about work
I should spend more time with my family
I pay more attention to health, adjust my diet and exercise, and even arrange a health check
Effects of the Pandemic
• 81% of the respondents said they were affected by the Level 3 COVID-19 Alert; 38% of them started to pay more
attention to their health and adjust their diet and exercise and 32% said that they should spend more time with their
family members. More than 20% of the respondents seriously thought about things other than work and felt that they
should seize the time to live a life of pleasure and 21% rethought their wealth planning to avoid risks.
31

Conclusion
• When the pandemic becomes a norm
• In the past year, Taiwan overcame many obstacles in the wave of the pandemic. As we expected to reduce the daily number of
confirmed cases to zero, the reality fell short of our expectation. Consumers felt overwhelmed by information and life adjustments
during the Level 3 COVID-19 Alert.
• Consumer spending increased and decreased at the same time, which was relevant to consumers’ attitude and
derivative business opportunities
• Compared to 2020, consumers cut down more on unnecessary spending. Consumption changes due to the reduction of outdoor
activities should be followed up; however, a temporary increase in spending may result from life adjustments such as stocking up or
purchasing home equipment.
• When people spent more time at home, visits to offline sales channels such as convenience stores dropped and
delivery of online shopping became a challenge
• Pandemic prevention was the top priority when consumers chose to visit offline sales channels. As a result, convenience stores
became one of the top five sales channels experiencing reduced visits, showing that consumers had misgiving about the safety even
when they shopped nearby.
• Working from home was not quite desirable
• 20% of the respondents worked from home during the pandemic. When spending more time at home, consumers were getting used to
many inconveniences, including getting along with family members.
• People stayed calm and remained confident in the future
• Although about half of the respondents were worried and half not worried about vaccines, consumers were optimistic about the future
development of the stock market; companies and commercial establishments also remained confident in the supply of daily
necessities amid the pandemic.
33

Key take-away
• Brands continue bringing positive energy to relieve distress resulting from repeated media exposure to the
pandemic
• Repeated media exposure to the pandemic or living with family members for a long time can be the source of distress.
Brands should continuously bring positive energy to help relieve consumers’ distress by offering discounts, marketing
products as rewards, or showing respect to medical professionals, social workers, and police officers.
• Recreate a marketing schedule under the sluggish festival sales
• As the Ghost Festival and summertime are coming, food and beverage brands should redefine the role of their products
in consumers’ life at home. With ongoing restrictions on gatherings, brands should focus on what they can offer during
the 5-minute time-span consumers have in convenience stores or supplies for home workouts.
• Behavior changes due to WFH
• As consumers spent more time at home during the pandemic, they began to think about different things and even make
some arrangements. It is important for the management of brands to understand consumers’ needs at home in order to
make their products a necessity and an additional value to the home atmosphere; brands also need to ensure that
supplies meets the consumers’ living arrangements and that cloud-based quality assurance is offered. Besides, whether
consumers can arrange leisure time well is yet to be observed.
• Post-vaccine era
• After promoting knowledge of vaccines, people may be more willing to get vaccinated; however, there is no 100%
guarantee for a safe life. Consumers will tend to stay cautious, which can change the patterns of shopping, outing, and
dining in the long run. Exploring the future possibilities can help brands develop corresponding strategies.
34

Thanks for Reading
Professional, Pioneer, Keep up with the time
Eastern Online walks through difficult times with you
For Further Business Cooperation, please contact
Tina Peng / Director TEL: : +886-2-27064865 #809 Email： tina@isurvey.com.tw
Amanda Li / VGM TEL: +886-2-27064865 # 806 Email: amanda@isurvey.com.tw
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City

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