Snapshot of Consumer Behaviors of Jun 2022-EOLiSurvey (EN).pdf

of TW Consumer Behaviors of Jun 2022
Snapshot
Released on July 6, 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. New Online Shopping Power:
A Study on the Consumer Behavior of Group Buying
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers

Agenda
2
1. New Online Shopping Power:
A Study on the Consumer Behavior of Group Buying
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jun. 2022) © Eastern Online Co., Ltd.

New Online Shopping Power
A Study on the Consumer
Behavior of Group Buying
PART １
• Do the bonuses provided by the CVS drive group buying?
• Do consumers participate in community group buying just for bargain hunting?
• In terms of consumer behaviors in group, what is the difference between the general
online and physical shops ?
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

• This month, we made a further investigation of group-buying behaviors
across multiple platforms and found that 68% of consumers have joined a
group-buying community; and 80% of them have ever purchased in the
past three months, about half of them have purchased every two weeks.
1. New Online Shopping Power: Nearly 70% of
consumers have joined group-buying community
4
68%
Nearly 70% of consumers
have joined a group-
buying community**
For consumers who
have joined the group
buying community, 80%
of them have made a
purchase in the last
three months ***
80%
Consumers who have
made purchases in the
past three months, half of
them have made a group
purchase every two weeks
50%
*Q. In the past month, have you shopped via Line group (including: mother group, company group, etc.) ?
**Q. Which of the following group purchase groups have you joined? (choose all that apply) ※Including Facebook, LINE, convenience store's own app, etc.
***Q. How often have you participated in online group buying in the past three months? (Single Choice)
FB
community
bought
Japanese
instant
noodles
together
Dcard users
panic bought
the dessert
LINE community group
non-toxic baby
tableware
Consumers who are
married with children,
more than 70% have
participated in group
buying community
77%
Community
neighbors bought
frozen salmon
together
Company
colleagues
bought products
together
Aunt initiated a
team buying for
vitamin D3
The running
club bought
high protein
together
College
classmates
bought Estee
Lauder’s
Advanced
Night Repair
together
The besties
bought
sports bra
together

• The group buying behavior via communication software grows stably: when the usability of communication software is
further enhanced, and channels, brands and distributors are going deep with every group field, it begins to activate online and
offline connections, forming another force in online shopping channel. Eastern Online Consumer Research Group has been
asking consumers about their buying condition of LINE shopping groups in monthly survey for a long time, it can be found that
consumer behavior is becoming stable.
2. Steady 20% of consumers shop through LINE
groups every month
5
20%
22%
19%
16% 16% 16% 15% 15%
17%
19% 18%
20%
18%
20% 19%
21%
17%
20%
23%
21%
16%
20%
18%
17%
18%
16%
21% 20%
19%
21%
Jan
Feb
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
2020 2021 2022
In the past month, have you shopped via Line group
(including: mother group, company group, etc.)
*Q. In the past month, have you shopped via Line group (including: mother group, company group, etc.) ?
**Q. Which of the following group purchase groups have you joined? (choose all that apply) ※Including Facebook, LINE, convenience store's own app, etc.
***Q. How often have you participated in online group buying in the past three months? (Single Choice)

• More than 40% started with supporting friends’ groups：consumers mostly participate in groups composed of their friends
and relatives. It is believed that starting a group buying journey requires a certain level of trust. Besides, the third place is
convenience store group, the operation has been accelerated in the past 2-3 years due to the epidemic. It was originally a
service of an enthusiastic store manager, quickly changed into a online shop once it connected to the online mall. It is
noteworthy to know whether the commerce of a small pool can grow rapidly when adding active management from
supermarket brands in the future.
• 65% of consumers participate in more than two groups: each group on the mobile is like a select shop. When consumers
participate in multiple groups, it also enables them to start different consumer journeys in the palm of their hands. Including
how they absorb the product information, price competition, and sharing and judgment of user experience. Therefore, which
shopping groups consumers would join or they frequently use and even, to understand which products and the relevant
behaviors only purchased in certain groups, will be a worthy research topic.
3. Group buying community composition: 43% of
friends, 28% of relatives, 26% of convenience stores
6
43%
28% 26%
23% 17%
6%
32%
Friends
Relatives
Convenience
Stores
Completely
Strangers
Unfamiliar
groups
that
are
recommende
d
by
friends
Influencers/Ar
tists
Not
Participating
in
group
buying
community
Group buying community currently participating -by
members (choose all that apply)
65%
consumers
participate in
more than two
kinds of
groups

• Prices, shipping fees and discounts attract consumers to shop through group buying community：Among the groups,
price is sill the main reason for consumers to join a group buy. In addition, it is often easier to save logistic costs through group
buying, due to the convenience of relatives, friends and your living in surrounding convenience stores.
• Connecting products with consumers: To break through an ordinary consumption journey, when consumers receive
product information, 30% of consumers are willing to participate in group to make a purchase because of diversified product
launched by the group-buying community. Meanwhile, it is also possible more efficient to gain product information, even
exclusive and better quality ones when the group-buying leader picks the best one in ten thousand's products.
4. Discount Price and Product Diversity are the keys
to success in community group buying
7
63%
45%
29% 23% 23% 21% 18% 18% 17% 17% 15% 14% 13% 11% 7% 2%
Cheap
price
Save
shipping
cost
Product
diversification
Save
searching
time
Obtain
discount
early
Multiple
Payment
Good
service
attitude
of
group
leader
Better
quality
Exclusive
products
Experiences
sharing
Return/change
p
roducts
Quick
response
from
group
leader
Group
leader
can
solve
usage
problems
Group
buying
members
get
along
well
The
taste
of
group
leader
No
desire
to
use
group-buying
Factors for purchasing via group buying
(current or possible future , N=1,000; choose all that apply)
Discount pricing related
Product related

Factors to consider participating in
group buying
All
Types of Consumers (Have joined a group of …
relatives friends
completely
strangers
influencers
/artists
recommended
by friends
convenie
nt stores
Sample size 1000 283 432 226 55 174 259
Discount
/price
Cheap price 63%
Save shipping cost 45%
Obtain discount early 23%
Product
Product diversification 29%
Save searching time 23%
Better quality 18%
Exclusive products 17%
Service
Multiple Payment 21%
Good service attitude of
group leader 18%
Experiences sharing 17%
Return/change products 15%
Quick response from group
leader 14%
Group leader can solve
usage problems 13%
Group buying members get
along well 11%
The taste of group leader 7%
• Divide the consumers who participate in
different types of group buying communities to
see if there is any differences in their
preferences for choosing group buying?
• Consumers who have joined a completely
stranger group would shop through group
buying since they could get special offers,
see a variety of products, and save the
time of searching and comparing
products.
• And group members who are attracted by
artists or influencers have higher
expections over servive than the whole
group. For example, leaders’ manners,
experiences sharing skills and the taste
will make them choose to shop through
the group; in relative terms, their
consideration of price is lower than the
whole group.
• In addition, recently convenience stores
are more diligent operating, by analyzing
the characteristics of their customers,
they focus more on price and discount,
and pay more attention to the variety of
products than the whole group; but they
are less concerned about return and
exchange services.
5. Selecting different group-buying communities to
shop would focus on different considerations
8
Participant preferences of group buying 3% lower than all
5% higher than all 3% higher than all

• Pay attention to changes in the market, channel bonus may drive group buying
• According to this survey, nearly 70% of consumers have been in at least one group buying community. And after conversion, nearly 30% of the overall
consumers have make a purchase in the group within two weeks. It is worthwhile for brands to compare the frequency of visits and purchases in each
channel to see whether it is worth connecting consumers through the group.
• In recent years, convenience stores have made an all-out effort to operate shopping groups organized by each branch. A few days ago, supermarket
brands have also made a big scene to connect the power of offline store staff again, whether they could create another miracle in download apps in
the past, and even motivate major household and grocery buyers to pay for discount and service quality of both inline and online product, which is a
key point of future observation.
• Pricing by volume genes and other corresponding incentives
• Consumers are willing to continue or join group buying, and then make a purchase, mainly because they still hope to get price discounts. Thus, no
matter what the operating characteristics of the shopping group are, where's the beef? It's still the price; even if the price is not favorable enough, an
explanation should be revealed so that consumers can think, examine and take into consideration.
• Many brands may be deterred by concerns that may affect brand value. However, as the environment changes, consumers are paying more attention
to brands that can help them get through difficulties such as inflation and epidemics. Therefore, selecting suitable and competitively priced items in
group buying will be a surprising and pleasant experience for consumers.
• Even though 70% of consumers have joined group buying, the percentage of actual purchase orders still has room to grow. By observing the relatively
high shopping frequency (n=277 for more than one purchase in two weeks), it can be found that “diversified product” is 5% higher than all, and
“exclusive products” is 3% higher than all, indicating that consumers use group buying, they have requirements and expectations on products, so if
you want to cultivate buyers with high customer stickiness, it's necessary to further study their exact considerations, and propose incentives that other
channels fail to satisfy.
• Ecological captivity and feeding in groups:
• There are various reasons why consumers do not join the group buying community, the common factors include unwillingness to be disturbed by
messages, unwilling to wait, and the price is not particularly cheap, etc. But on the other hand, it is worth paying attention to, what are the factors
behind the willingness to be disturbed? What's other supports consumers hope to have in the group? Within a limited time of browsing the group,
consumers enjoy panic-buying with other group members, meanwhile they are willing to take a slow step to absorb the sharing of knowledge in new
products and other product experiences.
• And under the consideration of being willing to wait, is it also helpful for consumers to make planned purchases, or create a little happiness when
receiving the goods? Therefore, the group operators must focus on digging out the factors behind and help to adjust the business steps and practices.
KEY TAKEAWAYS
9

PART 2
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
61%
Online Payment
Trying out cleaning
products of unfamiliar
brands(21%)，
I would like to try it out
even having never
heard of it before (11%)
20%
Purposeful diet control
behaviors
27%
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
11
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
2% 2% 3%
No
Change
No
Change

Hot Topics Among Consumers in Jun. 2022
12
33%
Shopping
and
Discount
28%
Entertai-
nment
41%
Food
and
Dining
38%
Investm-
ent
21%
Cooking
21%
Internat-
ional
Enviro-
nment
22%
Economy
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
June?
21%
Politics

3. Mind Share Obtained by
Top 5 YouTubers in Jun. 2022
13
# 4
# 5
# 3
# 1
# 2
3 UP
2 DOWN
2 DOWN
3 UP
2 DOWN

4. Mind Shares Obtained by YouTubers
名次 APRIL 2022 JUNE 2022
1 Muyao 4 Super Playing 77sevenboss ▲3
2 Aga Tsai TGOP ▲3
3 Chien’s Eating Muyao 4 Super Playing ▼2
4 77sevenboss Aga Tsai ▼2
5 TGOP Chien’s Eating ▼2
6 Catino Crazy News Ku's dream ▲2
7 HOOK Catino Crazy News ▼1
8 Ku's dream HOOK ▼1
9 Aga Tsai Life Ray Du ▲5
10 Joeman Joeman --
11 Taiwan Talent Show Taiwan Talent Show --
12 Koreajinzhengu Rosalina's Kitchen ▲9
13 Jesse Tang Koreajinzhengu ▼1
14 Ray Du ZRBros ▲2
15 Sanyuan_JAPAN NSFW ▲7
14
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.

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
16

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
17

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
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Customized reports
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Opportunities
Consultancy Service for Brands and Trends
Advantages
Services
Advantages and Services of
18

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
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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
19

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
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】

Snapshot of Consumer Behaviors of Jun 2022-EOLiSurvey (EN).pdf

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