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Snapshot of Consumer Behaviors of July 2023-EOLiSurvey (EN)

Eastern Online-iSURVEY
Eastern Online-iSURVEY
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PART 1 |Sun blocking VS Cooling down PART2 |Longitudinal Survey to Consuming Behaviors

Snapshot of Consumer Behaviors of July 2023-EOLiSurvey (EN)

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1. Two Ways for Heat Relief: Sun blocking VS Cooling down
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
of TW Consumer Behaviors of July 2023
Snapshot
Released on Augest 17, 2023
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
Agenda
2
PART 1|Two Ways for Heat Relief: Sun blocking VS Cooling down
PART 2|Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
東方線上消費者研究集團每月自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查(2023年6月) © 東方線上股份有限公司
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in June. 2023) © Eastern Online Co., Ltd.
東方線上消費者研究集團/行銷部
東方線上股份有限公司,台北市大安區信義路四段306號7樓
Two Ways for Heat Relief
Sun blocking VS Cooling down
PART 1
Now entering into summer, under such burning weather, consumers do to cool down? In this survey, we will focus
on this topic and explore what consumers choose among various methods such as diet adjustments, sun blocking,
shading, or other cooling measures.
According to the survey, there are significant differences in preference for heat relief methods between men and
women. Women focus more on sun blocking and shading, while men prefer taking more water. Additionally,
addressing the issues of excessive insects could also be a significant business opportunity.
Sweating easily, wearing hot and stuffy, excessive insects
Are the major three issues for consumers in summer
4
1
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023)
• When summer is coming, consumers mainly face three major issues which are sweating easily, wearing hot and stuffy, and excessive insects
respectively.
• In terms of gender, obviously, except for sweating easily, women have a higher proportion of facing these issues than men do. And among these
issues, women particularly have a higher proportion in focusing on the issues of non-lasting makeup/separation of makeup and getting tanned or
getting sunburned compared to men. It can be seen that women still care more about issues related to personal appearance and image.
• For men, the biggest concern is sweating easily while they pay less attention to the issues of getting tanned or getting sunburned.
• Interestingly, it is realized that excessive insects is ranked the third top issue for consumers, which is the only issue not relating to personal comfort.
Q: What issues do you face when summer is coming? (choose all apply)
77%
61% 53% 47% 47% 40% 33%
23% 18%
Sweat
easily
Wear
hot
and
stuffy
Excessive
insects
Have
flat
and
oily
hair
Get
tanned
or
get
sunburned
Heat
rash
or
eczema
Have
body
odor
Have
heat
stroke
Non-lasting
makeup/separation
of
makeup
whole(N=1000) Male(n=500) Female(n=500)
Issues in summer
© Eastern Online Co., Ltd.
Diet adjustment is the main method of heat relief
Men pay more attention to cooling down while women care
more about sun blocking
5
2
© 東方線上股份有限公司
Q: Facing the heat weather in summer, what methods will you take to relieve the heat? (for yourself)(choose all apply)
Q: What types of diet will you like to have in the heated summer? Please choose all the options that fit you. (for yourself)(choose all apply)
18%
58%
78%
69%
19%
63%
43%
75%
19%
58%
60%
72%
Whole(N=1000)
Male(n=500)
Female(n=500)
• In terms of personal methods to relieve the heat, diet adjustment, especially having water, is the most common method for consumers.
The next popular choices are sun blocking/shading and cooling methods. And nearly 20% of consumers choose to go on a vacation to
escape the heat.
• Among the methods of diet adjustment, having a large amount of water, drinking takeout beverages, and having iced desserts or soup
desserts are chosen as the three main methods.
• From the aspect of gender difference, men have a higher proportion of having traditional Chinese drinks (White gourd Tea and herb tea)
and bears than women do, while women prefer to have takeout beverages iced desserts, and soup desserts which are presented as a
higher proportion compared with men. And also, women are more willing to have food that can bring a cooling feeling, such as cold dishes,
salads, and cold noodles.
Personal methods to relieve the heat
87%
64% 61%
45% 45%
31% 30%
20%
tons
of
water
takeout
beverage
iced
desserts
or
soup
desserts
traditional
Chinese
drinks
(white
gourd
tea,
herb
tea,
etc.)
cold
dishes,
salad,
cold
noodles
sodas
fresh
juice
beer
whole(n=721) male(n=375) female(n=346)
Use diet adjustment to relieve the heat
Diet(such as making
oneself cool via drinking
beverages or having food)
Sun blocking and
shading(such as applying
sunscreen or using some
tools to block the sun)
Cooling down(such as
using tools to lower body
temperature or making
the body feel cool)
Going out for a
vacation(such as going
to places with cool
weather like mountains or
countries in high latitudes)
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) © Eastern Online Co., Ltd.
Women care about the sun blocking and will do all the related
preparation well
Wearing cooling clothes is the main method for consumers to lower
the temperature 6
• For consumers who choose sun blocking/shading for heat relief, wearing sun-protective clothing, using sunscreen products, and using sunscreen cream/spray are the
three main methods.
• From the aspect of gender difference, women will make full preparation for sun blocking, since compared with men, women have a higher proportion of having sunscreen
products, using sunscreen cream/spray, and holding up UV sun umbrella outdoors, while men have a higher proportion in putting on the sunglasses.
• For the consumers who choose cooling down for heat relief, wearing cooling clothes, using cooling wet wipes/cooling patches,and holding mini fan are three main
methods.
• From the aspect of gender difference, women prefer to use some cooling tools like cooling wet wipes/cooling patches/cooling towels/cooling sprays, with a higher
proportion compared to men, while men tend to wear cooling clothes as the main method for heat relief.
3
71%
49%
42%
33%
27%
7%
Wear
cooling
clothes
Use
cooling
wet
wipes/cooling
patches/cooling
towels
Take
mini
fan
Use
fan
Use
cooling
sprays
Use
a
cooling
neck
ring
whole(n=581) male(n=315) female(n=266)
Use cooling down for heat relief
82%
68% 67%
53% 48% 47%
Put
on
hats,
gloves,
lightweight
jackets,
gowns,
anti-UV
skirts,
etc.
Use
sunscreen
products
Use
sunscreen
cream/spray
Hold
up
the
sun
umbrella
outdoors
Wear
anti-UV
clothes
Put
on
sunglasses
whole(n=603) male(n=213) female(n=390)
Use sun blocking/shading for heat relief
Q: When going outdoors, which methods will you use for sun blocking in the burning summer? Please choose all the options that fit you. (for yourself)(choose all apply)
Q: When going outdoors, which methods will you use for cooling down in the burning summer? Please choose all the options that fit you. (choose all apply)
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) © Eastern Online Co., Ltd.
Ad

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Snapshot of Consumer Behaviors of July 2023-EOLiSurvey (EN)

  • 1. 1. Two Ways for Heat Relief: Sun blocking VS Cooling down 2. Tracking Survey to Consumer Behaviors • Utilization survey to new consumer behaviors • Rankings of hot topic types among consumers of TW Consumer Behaviors of July 2023 Snapshot Released on Augest 17, 2023 Eastern Online Consumer Research Group / Marketing Department Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
  • 2. Agenda 2 PART 1|Two Ways for Heat Relief: Sun blocking VS Cooling down PART 2|Tracking Survey to Consumer Behaviors • Utilization survey to new consumer behaviors • Rankings of hot topic types among consumers 東方線上消費者研究集團每月自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查(2023年6月) © 東方線上股份有限公司 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in June. 2023) © Eastern Online Co., Ltd.
  • 3. 東方線上消費者研究集團/行銷部 東方線上股份有限公司,台北市大安區信義路四段306號7樓 Two Ways for Heat Relief Sun blocking VS Cooling down PART 1 Now entering into summer, under such burning weather, consumers do to cool down? In this survey, we will focus on this topic and explore what consumers choose among various methods such as diet adjustments, sun blocking, shading, or other cooling measures. According to the survey, there are significant differences in preference for heat relief methods between men and women. Women focus more on sun blocking and shading, while men prefer taking more water. Additionally, addressing the issues of excessive insects could also be a significant business opportunity.
  • 4. Sweating easily, wearing hot and stuffy, excessive insects Are the major three issues for consumers in summer 4 1 EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) • When summer is coming, consumers mainly face three major issues which are sweating easily, wearing hot and stuffy, and excessive insects respectively. • In terms of gender, obviously, except for sweating easily, women have a higher proportion of facing these issues than men do. And among these issues, women particularly have a higher proportion in focusing on the issues of non-lasting makeup/separation of makeup and getting tanned or getting sunburned compared to men. It can be seen that women still care more about issues related to personal appearance and image. • For men, the biggest concern is sweating easily while they pay less attention to the issues of getting tanned or getting sunburned. • Interestingly, it is realized that excessive insects is ranked the third top issue for consumers, which is the only issue not relating to personal comfort. Q: What issues do you face when summer is coming? (choose all apply) 77% 61% 53% 47% 47% 40% 33% 23% 18% Sweat easily Wear hot and stuffy Excessive insects Have flat and oily hair Get tanned or get sunburned Heat rash or eczema Have body odor Have heat stroke Non-lasting makeup/separation of makeup whole(N=1000) Male(n=500) Female(n=500) Issues in summer © Eastern Online Co., Ltd.
  • 5. Diet adjustment is the main method of heat relief Men pay more attention to cooling down while women care more about sun blocking 5 2 © 東方線上股份有限公司 Q: Facing the heat weather in summer, what methods will you take to relieve the heat? (for yourself)(choose all apply) Q: What types of diet will you like to have in the heated summer? Please choose all the options that fit you. (for yourself)(choose all apply) 18% 58% 78% 69% 19% 63% 43% 75% 19% 58% 60% 72% Whole(N=1000) Male(n=500) Female(n=500) • In terms of personal methods to relieve the heat, diet adjustment, especially having water, is the most common method for consumers. The next popular choices are sun blocking/shading and cooling methods. And nearly 20% of consumers choose to go on a vacation to escape the heat. • Among the methods of diet adjustment, having a large amount of water, drinking takeout beverages, and having iced desserts or soup desserts are chosen as the three main methods. • From the aspect of gender difference, men have a higher proportion of having traditional Chinese drinks (White gourd Tea and herb tea) and bears than women do, while women prefer to have takeout beverages iced desserts, and soup desserts which are presented as a higher proportion compared with men. And also, women are more willing to have food that can bring a cooling feeling, such as cold dishes, salads, and cold noodles. Personal methods to relieve the heat 87% 64% 61% 45% 45% 31% 30% 20% tons of water takeout beverage iced desserts or soup desserts traditional Chinese drinks (white gourd tea, herb tea, etc.) cold dishes, salad, cold noodles sodas fresh juice beer whole(n=721) male(n=375) female(n=346) Use diet adjustment to relieve the heat Diet(such as making oneself cool via drinking beverages or having food) Sun blocking and shading(such as applying sunscreen or using some tools to block the sun) Cooling down(such as using tools to lower body temperature or making the body feel cool) Going out for a vacation(such as going to places with cool weather like mountains or countries in high latitudes) EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) © Eastern Online Co., Ltd.
  • 6. Women care about the sun blocking and will do all the related preparation well Wearing cooling clothes is the main method for consumers to lower the temperature 6 • For consumers who choose sun blocking/shading for heat relief, wearing sun-protective clothing, using sunscreen products, and using sunscreen cream/spray are the three main methods. • From the aspect of gender difference, women will make full preparation for sun blocking, since compared with men, women have a higher proportion of having sunscreen products, using sunscreen cream/spray, and holding up UV sun umbrella outdoors, while men have a higher proportion in putting on the sunglasses. • For the consumers who choose cooling down for heat relief, wearing cooling clothes, using cooling wet wipes/cooling patches,and holding mini fan are three main methods. • From the aspect of gender difference, women prefer to use some cooling tools like cooling wet wipes/cooling patches/cooling towels/cooling sprays, with a higher proportion compared to men, while men tend to wear cooling clothes as the main method for heat relief. 3 71% 49% 42% 33% 27% 7% Wear cooling clothes Use cooling wet wipes/cooling patches/cooling towels Take mini fan Use fan Use cooling sprays Use a cooling neck ring whole(n=581) male(n=315) female(n=266) Use cooling down for heat relief 82% 68% 67% 53% 48% 47% Put on hats, gloves, lightweight jackets, gowns, anti-UV skirts, etc. Use sunscreen products Use sunscreen cream/spray Hold up the sun umbrella outdoors Wear anti-UV clothes Put on sunglasses whole(n=603) male(n=213) female(n=390) Use sun blocking/shading for heat relief Q: When going outdoors, which methods will you use for sun blocking in the burning summer? Please choose all the options that fit you. (for yourself)(choose all apply) Q: When going outdoors, which methods will you use for cooling down in the burning summer? Please choose all the options that fit you. (choose all apply) EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) © Eastern Online Co., Ltd.
  • 7. Taking tons of water, wearing sun-protective clothing, having takeout beverages Are the top 3 methods for heat relief consumers will choose 7 4 Among the heat relief methods you choose above, which will be in priority? (Choose three options)。 • Among all the methods for heat relief, taking tons of water is the method consumers will choose in priority, followed by wearing sun- protective clothing and having takeout beverages respectively. • For women, taking tons of water, wearing sun-protective clothing, and using sunscreen products are the methods preferred, which can be seen obviously that women particularly care about the sun blocking. • For men, taking tons of water, wearing cooling clothes, and drinking takeout beverages are the preferred methods they choose, and taking water is the main method for men to relieve the heat. Preferred methods for heat relief 45% 29% 21% 18% 18% 18% 16% 15% 9% 8% 8% 8% 7% 6% 53% 21% 22% 27% 9% 7% 19% 6% 7% 12% 37% 37% 19% 10% 27% 29% 14% 24% 12% 4% Take tons of water Put on hats, gloves, lightweight jackets, gowns, anti-UV skirts, etc. Have takeout beverages Wear cooling clothes Use sunscreen cream/spray Use sunscreen products Have iced desserts or soup desserts Hold up sun umbrella outside Wear anti-UV clothing Use cooling wet wipes/cooling patches/cooling towels Have traditional Chinese drinks (white gourd tea, herb tea, etc.) Put on sunglasses Take mini fan Have cold dishes, salad, cold noodles whole(n=961) male(n=470) female(n=490) *Only items with more than 5% proportion will be listed EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) © Eastern Online Co., Ltd.
  • 8. Observation and suggestions 8 5 • Facing the burning summer, diet>sun blocking>cooling down: diet adjustment (taking tons of water) is still the main method for heat relief, followed by sun blocking, which is particularly cared for by women rather than men. And about 20% of consumers choose to go traveling for getting away from the heat. • Taking tons of water is the primary choice for dietary adjustment: Taking tons of water is the preferred method regardless of gender. Women are more willing to have takeout beverages, ice cream/desserts, or refreshing foods (such as cold noodles, salads, etc.), while men prefer to have traditional Chinese drinks such as herb tea or white gourd tea. • Sun blocking is the main focus for women in heat relief: Women place significantly higher importance on sun blocking than men do. Almost all the sun blocking methods, such as having sunscreen products, using sunscreen cream/spray, and holding up UV sun umbrella outdoors, are well done by women who have a higher proportion of using the above-mentioned methods compared to men. While men exhibit a higher preference for wearing sunglasses compared to women. • Wearing cooling clothes is the main method of cooling down: For cooling down, wearing cooling clothes has become the main method regardless of gender. Women are more likely to use cooling wet wipes/cooling patches/cooling towels/cooling sprays or mini fan etc. compared to men. • Excessive inserts is also one of the major concerns: Except for considering the personal comfort on the body, consumers also think of excessive inserts in summer as a large issue in life. Based on the observations above, it can be seen that consumers choose to take tons of water as the prior method for heat relief but there are significant differences between the preferences of men and women in choosing the heat relief methods. Women see sun blocking as the main point of heat relief since they are more afraid of exposure to the sun; while men prefer taking more water or wearing cooling clothes when facing the burning summer day. According to this, here are two suggestions:  Different types of products focus on different target consumers: women and men have different preferences on methods for heat relief, and therefore, the main target consumers should be first discovered. For example, products with the characteristic of cooling, such as cold noodles or salad, can target the female market for product development and promotion, so as to attract the main target consumers effectively.  Address the issue brought by insects: It is realized in the survey that excessive insects is one of the major issues for consumers in summer. Hence, in addition to considering the heat relief methods, various products for preventing insect bites and repelling insects can also be popular during the summertime. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (July 2023) © Eastern Online Co., Ltd.
  • 9. PART 2 Longitudinal Survey to Consuming Behaviors Eastern Online Consumer Research Group / Marketing Department Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
  • 10. 3 64% Online Payment Trying out cleaning products of unfamiliar brands(25%), I would like to try it out even having never heard of it before (11%) 21% Purposeful diet control behaviors 27% Posting IG Stories Others 3% 東方線上消費者研究集團每月自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查(2023年7月) © 東方線上股份有限公司 4% 3% 2% No Change No Change No Change No Change Utilization Survey to New Consumer Behaviors 10 1 Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past month? No Change Accessing LINE Shopping Group Accessing Delivery App Upload TikTok video Having Micro-cosmetic Surgery EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in July 2023) © Eastern Online Co., Ltd.
  • 11. 43% 39% 36% 35% 東方線上消費者研究集團每月自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查(2023年7月) © 東方線上股份有限公司 **Sorted according to the proportion of July June 52% 49% 24% 24% 30% 31% 22% 21% 22% 22% 25% 21% July Hot Topics Among Consumers in July 2023 Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in July ? 11 2 Food and Dining Invest- ment Shopping and Discount Entertain -ment Cooking Politics Internat- ional Enviro- nment Economy 東方線上消費者研究集團每月自主調查,N=1,000,20-59歲;研究執行:東方快線網路會員問卷調查(2023年7月) © 東方線上股份有限公司 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in July 2023) © Eastern Online Co., Ltd.
  • 12. 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
  • 13. EOL Consumer Research Team (EOL iSURVEY) 1000M 200 thousand 30 years 50K household 400 attendees 200 companies 13 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 Online Survey Solid, fast and precise identification of registered members Trend Seminar Member of Macromill Weekly index Asia Annual Trend Seminar
  • 14. 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 14
  • 15. 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 Central Location Test (CLT) Integrated Big Data Analysis Services Database for Sales Volumes from all Channels EOL Social Viewing and Listening System 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 EOL Consumer Research Team 15
  • 16. Three Major Features of EOL Consumer Research Team Consumers Database 1 2 Project Research 16 Big Data Analysis 3 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 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 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
  • 17. 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 Research Director Hueimin Shih #807 Marketing Director Singing Wen #816 Amanda Li / VGM Grace Su / Director Casper Wang / Director Eastern Online Co., Ltd.,7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan Email:amanda@isurvey.com.tw Email:graceting@isurvey.com.tw Email:casper@isurvey.com.tw 【Contacts for Business Cooperation】