Podcast Survey 1. The rise of new forces: How big is the podcast market in Taiwan? 2. Competition between visual and audio: Does Podcast erode YouTube’s market share？ 3. Possibility of multitasking: starting point for audio 4. Users of Innovation: influential qualities of Podcast listeners Tracking Consumer Behavior 1. Youtuber mind share: Chien-Chien continues to be No. 1. 2. Youtuber ranking: Ranking shuffles after Top 7. 3. Rebounded shopping information: Consumer demand continues to pick up. 4. Stabilized new consumer behavior: Consumption has not increased significantly but is steadily recovering in the wake of the COVID-19 pandemic.

1. Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. / 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City
Snapshot
of TW Consumer Behaviors of Aug. 2020
Publish Date: Sep. 1, 2020

2. Focus of the Issue
2
Podcast Survey
1. The rise of new forces: How big is the podcast
market in Taiwan?
2. Competition between visual and audio: Does
Podcast erode YouTube’s market share？
3. Possibility of multitasking: starting point for audio
4. Users of Innovation: influential qualities of Podcast
listeners
Tracking Consumer Behavior
1. Youtuber mind share: Chien-Chien continues to be
No. 1.
2. Youtuber ranking: Ranking shuffles after Top 7.
3. Rebounded shopping information: Consumer
demand continues to pick up.
4. Stabilized new consumer behavior: Consumption
has not increased significantly but is steadily
recovering in the wake of the COVID-19 pandemic.

3. EOL Group/Marketing Dept.
Eastern Online Co., Ltd., 7F, No. 306, Section 4, Xinyi Road, Daan District, Taipei City
PODCAST Influence in TW

4. Competition for Sensory attention
• Visual fragmentation (social media & YouTube)
• The competition for sensory attention among
consumers has intensified in recent years. YouTube
and social media sites are also competing for the
attention of consumers, and there has been the ebb
and flow.
• YouTube users have risen to become mainstream,
with the usage of this app reaching nearly 90% in
2019.
• The proportion of people who regularly visit social
media platforms more than once per day has
declined.
• The competition for YouTube creators has also
become fierce, with the following situations found:
(EOL isurvey July)
1. Reduced adhesion
2. Reduced number of BIG Youtubers
3. Shares Limited attention of consumers
• Is audio the blue ocean？
• In this survey, nearly 7% of the consumers said
they had listened to Podcast in the past month.
67%
73% 71%
79%
83%
89%
7%
30%
36% 37% 39%
33% 32%
2014 2015 2016 2017 2018 2019 2020
Competition for Sensory Attention
YouTube APP users (%)
Daily visitors of social media (%)
4
Podcast listeners (%)
Source: E-ICP 2015-2020 and monthly Snapshot *The figures for 2020 are estimates. E-ICP 2021 is to be released. © Eastern Online Co., Ltd.

5. 17%
18%
20%
27%
12%
46%
45%
66%
8%
3%
8%
12%
12%
14%
18%
20%
21%
26%
34%
47%
看電視時
上廁所/刷牙洗臉時
用餐時
非家中的休息時間
做家事或帶小孩時
工作或上課時
運動時時
睡前
等候時間
家中的休息時間
在交通工具上
不同感官的啟用時機
Podcast
手機觀影
Visual/Audio Attention in Different Occasions
Commuting
Rest at home
Waiting
Before going to bed
Exercising
Working or in class
Housework / taking care of children
Rest outside home
Dining
Toilet/brushing teeth/washing face
Watching TV
38%
55%
7%
Podcast - Filling the Gap in Commuting
• Market potential of Podcast is worth attention. Although 55% of the consumers have not actually listened to
podcasts, they have heard the term and are willing to give it a try.
• Nearly half of the consumers (47%) would like to listen to Podcast when commuting, filling the gap that has not been
occupied by the existing sensory attention (visual).
5
Source: Monthly Snapshot August 2020, N=1,000 Source: E-ICP 2020 © Eastern Online Co., Ltd.
Visual on mobile
Don't plan to
listen/Don't know
Plan to listen
Already listening

6. 0%
4%
4%
7%
7%
8%
10%
13%
13%
17%
18%
29%
31%
32%
37%
43%
其他
身邊的朋友好像都在聽
名人媒體在提倡聽Podcast
與周遭親友或同事有共通的話題
感受到我沒有與世界脫節
讓我好入眠
讓我感受到有人陪伴
取代傳統廣播節目
需要啟發及刺激
學習新事物 (語言)
瞭解其他人對事物的不同觀點
可以不限時間、地點聽想聽的…
增加新知 (新聞、時事)
放鬆心情或添加生活中的樂趣…
打發時間
讓我可以一邊聽、一邊做其他事
Motivation for Listening to Podcast
Listen to Podcast while doing other things
Pass time
Relax or add fun/entertainment to life
Increase knowledge
Listen to episodes anytime, anywhere
Learn others’ views on things
Learn new things (language)
Need inspiration/stimulation
Replace traditional radio shows
Feel accompanied
Help the sleep
Stay connected
Have common things to talk about with
friends or colleagues
Follow celebrities
Follow friends
Others
Sensory Attention moves to Edutainment
that Allows Multitasking
• “Audio opportunity” that frees the
vision and hands
• Being able to multi-task is a strong
feature of Podcast. Not like YouTube is
mainly used to pass time and add fun by
occupying more attention, multitasking
simultaneously becomes the biggest
incentive of Podcast.
• Entertainment plays an important role
• Entertainment still plays an important
role in motivation, including relaxation,
adding fun, and passing leisure/free
time.
• New knowledge, ideas, and inspiration
• Learning new things by listening is one
of consumers’ strong motivations for
podcasts.
6
Multitasking
Entertainment
New things
Source: Monthly Snapshot August 2020, N=1,000; planning to listen to or listening to Podcast, n=618 © Eastern Online Co., Ltd.

7. Podcast Listeners Are Innovation Leaders.
Spillover/Commercial Effects Still Take Time to Produce in Taiwan Market.
• Podcast listeners want to share new things, but they are known by few people and are difficult to have resonance with.
• Podcast listeners are innovation adopters: Discovering new podcasters and sharing with others actively is characteristic
of current podcast listeners.
• The benefits of "audio" advertising remain limited. The incentive to drive consumer behavior is worth exploring.
68%
26%
33%
38%
26%
30%
12%
64%
39%
39%
49%
32%
74%
67%
62%
74%
70%
88%
36%
61%
61%
52%
會主動推薦給親朋好友
是周遭親友或同事共通的話題
我只聽特定知名的Podcaster節目
我大多數都是因推薦而聽新的Podcast
會重覆播放聽過的內容
清楚明白新集數的推出時間
會上網與Podcaster討論想法
我周間比較常聽Podcast
Podcaster的廣告總會引起我的注意
曾因Podcaster介紹去嘗試或找尋相關產品
Podcaster的口播廣告效果比較會影響我
It's my interest and I keep it to myself.
I don’t talk about it with others as few people know about it.
Even if it’s a podcaster that I’ve never heard of, I’d like to give it a try.
I like to discover new podcasts by myself.
I don’t tend to listen to podcasts repeatedly.
I'm not sure about when new episodes will be aired.
I seldom express my opinions publicly.
I listen to podcasts more often on weekends.
I will ignore the products introduced in podcasters’ advertisements.
I've never found related products because of a podcaster’s introduction.
Podcasters’ oral advertisements have no picture and do not attract me.
7
Source: Monthly Snapshot August 2020, N=1,000; planning to listen to or listening to Podcast, n=618 © Eastern Online Co., Ltd.
I will recommend podcasts to relatives and friends.
Podcasts become conversation topics.
I only listen to certain well-know podcasters.
I mostly listen to new podcasts because of recommendations.
I will listen to podcasts repeatedly.
I’m sure about when new episodes will be aired.
I will discuss my thoughts with podcasters online.
I listen to podcasts more often on weekdays.
Podcasters’ advertisements always catch my eye.
I have searched for something because of podcasters’ introduction.
Podcasters’ oral advertisements are more attractive to me.

8. 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

9. Mind Shares Obtained by
Top 5 YouTubers in Aug. 2020
# 1
# 2
# 3
# 4
# 5
-
3
-
9
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Aug., 2020 © Eastern Online Co., Ltd.
-
-
No Change
No Change
No Change
No Change
Rise

10. Mind Shares Obtained by YouTubers
Rank June 2020 Aug 2020
Changes of Ranking since the Survey
in April 2020 (Adopting the Same
Research Method)
1 Chien’s Eating Chien’s Eating -
2 Aga Tsai Aga Tsai -
3 Muyao 4 Super Playing Muyao 4 Super Playing -
4 Catino Crazy News Tsai’s Family ▲３
5 Ray Du English Ray Du English -
6 TGOP TGOP -
7 Tsai’s Family Catino Crazy News ▼3
8 Joeman Hailey ▲8
9 Aga Tsai Life Fumeancats ▲9
10 Eye Central Television NSFW ▲4
11 Ku's dream Jesse Tang ▲8
12 Potter King jam_cutepig ▲1
13 jam_cutepig Potter King ▼1
14 NSFW Taiwan's talent show ▲10
15 Koreajinzhengu Aga Tsai Life ▼6
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.
10
© 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 JAug, 2020 © Eastern Online Co., Ltd.

11. Hot Topics Among Consumers in August
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in August?
48%
Food
and
Dining
38%
Shopping
and
Discount
36%
Investment
and Financial
Management
25%
Movies
and
Entertain
-ment
23%
International
Issues
26%
Politics
11
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in August, 2020 © Eastern Online Co., Ltd.
娛樂
影劇
21%
Reward
Points
Collecting
Scheme

12. Utilization Survey to New Consumer Behaviors
52%
Online Payment
Trying out cleaning products
of unfamiliar brands(25%)，
I would like to try it out even
having never heard of it before
(10.3%)
19.5%
Purposeful diet control
behaviors
21.8%
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
No
Change
12
No
Change
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 Aug., 2020 © Eastern Online Co., Ltd.
2%
No
Change
3%
No
Change
No
Change

13. 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 ChinaCompanies in Taiwan

14. EOL Consumer Research Team (EOL iSURVEY)
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Members
30 Years
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Households
400
Participants
200
Institutions
E-ICP
Taiwan Consumption
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iSurvey
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Seminar
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Overview
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3

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