Snapshot of Consumer Behaviors of Mar 2023-EOLiSurvey (EN).pdf

of TW Consumer Behaviors of Mar. 2023
Snapshot
Released on Mar. 27, 2023
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Awareness Survey of ChatGPT
2. Current behavior about channels in post-mask wearing era
3. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers

Agenda
2
1. Awareness Survey of ChatGPT
2. Current behavior about channels in post-mask wearing era
3. 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/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
Awareness Survey of ChatGPT
on Taiwan Consumers
PART 1
ChatGPT, an AI chatbot program developed by the OpenAI research laboratory, was launched at the end of
2022. It soon captured the attention of the public since the program has an easy-to-use interface and can
generate text, make summaries, and respond to users.
EOL predicts that ChatGPT may impact the way consumers gather information significantly. And therefore,
EOL would like to gain an initial understanding of current consumer awareness of ChatGPT via this survey.
Eastern Online Consumer Research Group / Marketing Department

Awareness Survey of ChatGPT
41% of consumers have heard of ChatGPT and nearly
20% have tried to use it 4
1
60%
40% 23% 28% 26% 23%
Male
Female
20~29y.o.
30~39y.o.
40~49y.o.
50~59y.o.
heard (n=407)
66%
34% 32% 31%
19% 19%
Awareness of ChatGPT– Profile
used (n=167)
All
used
17%
heard
41%
• The AI Robot, ChatGPT has become a heated topic of the media recently. According to EOL’s survey in early March 2023, more
than 40% of the public have heard of ChatGPT, and the overall percentage of people who have used the chatbot is 17%
• Analyzing the composition of consumers who have "heard of" and "used" ChatGPT, males have a higher proportion of
awareness compared to females.
• Among the consumers who have “heard of” ChatGPT, the 30s take up a large proportion but the distribution of each age
group is quite even. The 20s-30s take a larger proportion than the 40s-50s among those who have “used” ChatGPT.
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in Mar. 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
Current Behavior about
Channels in Post-mask
Wearing Era
PART 2
The pandemic control measures in Taiwan have gradually been lifted at the end of 2022 and early 2023. Among the
lifting measures, the relaxation of the mask-wearing regulations may affect consumers' willingness to go out, which
could have an impact on channels visiting. EOL continues to conduct online surveys to present consumers'
attitudes and intentions toward visiting channels, so as to help understand the dynamics and changes of
consumers.

Current behavior about channels in post-mask wearing era
Nearly 60% of consumers still try their best to wear masks
6
• Under the lifting of government regulations, except for mandatory mask-wearing on public transportation and in medical
institutions, consumers no longer need to wear masks. However, according to the survey, 59% of the public still wears
masks, and more than half of the public of all genders and ages try to wear masks as much as possible.
• Among them, the 20s have a lower frequency of wearing masks, with 24% occasionally wearing masks or no
longer wearing them.
1
3%
13%
25%
59%
no longer wear
masks
occasionally
wear masks
often wear
masks
wear masks as
much as possible
Frequency of wearing masks
(Except for places where masks are mandatory)
no longer occasionally often
as much as
possible
All 3% 13% 25% 59%
Male 4% 16% 26% 54%
Female 2% 10% 24% 63%
20~29 y.o. 5% 19% 26% 51%
30~39 y.o. 3% 13% 24% 60%
40~49 y.o. 3% 11% 23% 63%
50~59 y.o. 2% 10% 27% 60%

The nervous and tense lifestyle has gone
7
• In the current post-mask wearing era, many behaviors are adjusting due to the pandemic, and among them, "strengthening healthy
eating" is currently the highest preferred lifestyle change for consumers. Meanwhile, over 20% of the public still reduces their participation in large-
scale exhibitions and gatherings with friends.
• However, compared to March 2020 (line graph) when the pandemic first broke out, or the Level 3 Epidemic Alert (red bar) on May 2021, the
preferences in the current post-mask wearing era have a lower degree of change.
2
0% 20% 40% 60% 80%
Add more nutrition to the daily meals for enhance self-immunity
Give up going to crowded fairs (e.g., fair/expo)
Reduce the frequency of eating out with friends
Tend to prepare meals at home instead of going out in spite of increased spending
Purchase daily necessities through the Internet Regardless of extra freight
Use public transit less although it may increase transportation costs
Rather buying Over-the-counter medicine and avoid visiting clinics/hospital
Reduce or give up committed gatherings such as religious gatherings and learning courses
Purchase Meals through food delivery services regardless of delivery charges
Give up paid tickets to idol concerts, autograph signings, and meetups
Give up paid airline tickets or ask about the possibility of rescheduling the flights
None of the above
March-23
May-22
May-21
March-20

40%
34% 33%
26%
21% 20% 20% 18% 18% 16% 16% 16% 15% 13%
9% 7% 7% 7% 6% 5% 5%
23%
34%
28% 28%
19% 24%
11% 17% 13% 8%
19%
13% 8% 9% 11% 9% 5% 12% 5% 4% 5%
Convenience
store
Hypermarket
Supermarkets
Department
store/
shopping
malls
Wet
market
Night
markets
Drinks
takeaway
shop
Various
chain/
non-chain
catering
channels
Chain
Fast
Food
Restaurant
for
Burger
Fried
Chicken
Drug
store/chain
pharmacy
Movie
theaters
Coffee
shop
Bakery
Medical
Institute
/
Clinic
Church/Temple
Gym
Furniture/Furnishing/
DIY
mall
Hair
salon
Chain
bookstore
Electronics
/Informatics
/
Communication
chain
stores
Sporting
Goods
Store
Proportion of visiting physical stores
March-23 July-21
Convenience Store has the highest increase in consumer visits
8
• Each time facing the easing of the pandemic, the proportion of consumers visiting physical stores will change. In the
current post-mask wearing era, convenience stores have the largest increase in consumer visits.
• Compared to the period of the partial lifting of covid restrictions after the Level 3 alert, the percentage of
consumers revisiting convenience stores, drink takeaway shops, and drugstore/chain pharmacies is now
higher by about 8% to 17%, indicating that consumers are adopting a more pre-pandemic attitude.
3

12%
2%
3%
3%
17%
4%
17%
10%
4%
14%
24%
26%
14%
24%
19%
17%
62%
62%
53%
52%
51%
55%
48%
60%
23%
23%
20%
19%
18%
16%
16%
14%
Investment and financial management
Purchase daily necessaries
Entertainment activities
Social activities with friends
Learning and further education
Dining and eating
Workingand meeting
Purchasing fresh food
Expected change in proportion of handling online
No this behavior Decrease Same Increase
Investment and financial management online and daily necessities
purchases online may increase dependency on the Internet
9
• During the pandemic period, many consumers get used to handling their affairs online. In the current post-mask wearing era, 23%
of people still indicate that they may rely more on online investment and purchase of daily necessities.
• The top three activities that consumers are reducing through online channels are socializing with friends, entertainment
activities, and dining out.
4

Observation and suggestions: under the protection of
mask, pre-pandemic normal life is coming back.
10
• Help consumers deal with their changing needs in the transition period: Although 60% of all consumers try their best to wear a mask,
it is indicated that 40% of the market has accepted the new life without masks. Since the relaxation of loosening mask-wearing restriction is
under the cold season recently, consumers are still having strong demand for wearing it. It is predicted that the trend of removing masks will
soon come when the day gets hotter.
• Suggestion: Evaluate the products that sold well during the past pandemic period and new products expected to be launched, and
bundle them in small packaging to support consumers' changing needs during this transitional period. The goal is to address
consumer concerns about safety and encourage them to embrace the new normal life.
• Fewer consumers adjust their lives to fight against the pandemic: Compared to the changes in consumer habits in response to the
pandemic, most people have reduced their anti-pandemic behaviors, such as the preference for "reducing social gatherings with friends." In
March 2023, it was about 20%, but compared to the initial stage of the pandemic of 49% and the level 3 alert of 68%, the proportion of this
behavior currently decreased significantly
• Suggestion: The tendency of consumers actively adjusting their life to anti-pandemic has changed. Going with consumers’ mind for
relaxing, help build up the shopping environment without anxiety gradually and provide a safe and relaxing experience.
• Consumers rely on physical channels more: The changing proportion of the channel visiting presents that consumers have more
shopping demand. For example, convenience stores, which are visited daily, have become the top channel where consumers increase their
visit frequency during the post-mask wearing era. In addition, the frequency of visits to drugstore /chain pharmacies has increased by 8%
compared to that of the period of the partial lifting of covid restrictions after the Level 3 Alert in 2021.
• Suggestion: Consumers are adjusting themselves to physical channels. Channels should make more efforts to create a safe
environment without anxiety. Also, gentle words which can help adjust their life should be used in the brand communication so as to
develop the brand preference
• Pay attention to the change in consumer behavior online: For example, the digitalization of investment and financial management may
grow; while dining and grocery shopping may return to using physical channels
• Suggestion: Consumers' use of the internet has changed. They now have a standard for the smoothness of the process and the
degree of integration between online and offline. Therefore, it is suggested that brands review feedback from different kinds of
consumers during the pandemic period and make improvement plans for further development in the future.
5

PART 3
Longitudinal Survey to
Consuming Behaviors

3
Utilization Survey to New Consumer Behaviors
66%
Online Payment
Trying out cleaning products
of unfamiliar brands(23%)， I
would like to try it out even
having never heard of it
before (12%)
22%
Purposeful diet control
behaviors
29%
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
12
Upload
TikTok video
Accessing LINE
Shopping Group
Accessing
Delivery App
1
No
Change
3%
2%
5%
No
Change
No
Change
No
Change
No
Change
No
Change

Hot Topics Among Consumers in Mar. 2023
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in Mar. ?
13
2
Mar.
*Sorted according to the proportion of March
Feb. 37%
Shoppin
g and
Discount
41%
49%
Food
and
Dining
53%
37%
Invest-
ment
39%
23%
Cooking
23%
22%
Economy
23%
29%
Entertain
-ment
30%
Video
games
20%
21% 21%
Politics
20%

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
thousand
30 years
50K household
400
attendees
200
companies
15
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

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
16

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
17

Three Major Features of
Consumers Database
1 2 Project Research
18
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

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
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 Mar 2023-EOLiSurvey (EN).pdf

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