PART 1 ｜Sun blocking VS Cooling down PART2 ｜Longitudinal Survey to Consuming Behaviors

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
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