The 7th Wave COVID-19 Coexist Period Market Survey_TW Consumer Behavior(EN)

The 7th Wave COVID-19 Survey
TW Consumer Behavior
in Coexistence Period
PART 1 | Attention to the Information of COVID-19
PART 2 | Changes of Consumer Behavior & Attitude
PART 3 | Changes of Channels Visiting and the Way of Contact
PART 4 | Consumer Confidence & Views for the Future
PART 5 | Gen Z’s Way of Coexistence with COVID-19
PART 6 | Conclusion & Key Takeaways
Published in May 2022
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. 7F, No.306, Sec.4, Xinyi Rd., Da-an Dist., Taipei City

Research Survey Method
Research Materials related to this Report
• Period: 2022/05/05 - 2022/05/16, 12 days in total
• Survey Method: The Eastern Online Professional Network members to conduct the ON-LINE survey
Sampling Method
• Quota for the sampling based on gender, age, region
• Sex: Male : Female =1:1
• Regions: North/ Middle/ South = 5:2:3
2
Age 18-19 20-29 30-39 40-49 50-59 60+
100 250 250 250 250 0
Note: Only data of 20-59 yd used and compared in time series analysis

Survey period and the condition of outbreak
3
Survey period
5/5~16
Photo Credit: National Applied Research Laboratories (NARLabs) / National Center for High-Performance Computing (NCHC)
TAIWAN COVID-19 DAILY CASES
Daily Confirmed 7-Day Moving Average

Agenda
4
PART 1
Attention to the Information of COVID-19
PART 2
Coexistence with COVID-19
Changes of Consumer Behavior
PART 3
Changes of Channels and the Way of
Contact
PART 4
Confidence of Consumer
PART 5
Generation Z
Observation of Consumer Behavior
PART 6
Conclusion & Key Takeaways

Attention to
the Information of COVID-19
PART 1

a. Consumers not so concerned the information as
before
6
• 40% of the people pay attention to COVID-19 information twice a day: The percentage of people with high concern to COVID-19
information who keep getting the information or check the information every hour has not much difference from that percentage in the past.
But the percentage of people following COVID-19 information once every half-day and once a day continues to decrease.
Source: The 7th Wave COVID-19 Survey TW Consumer Behavior in Coexistence Period, 20-59 yd, N=1000, 5th-16th May 2022 © Eastern Online Co., Ltd.
May 2022
42%
May 2021
68%
50%
July 2021
More than twice a day (%)

64%
44%
32% 32% 34%
27% 27%
37%
16%
23%
18%
8% 11% 8%
72%
46%
34%
29% 28% 28% 25% 22%
17% 16% 14% 13% 12% 12%
TV
YouTube
Line
Today
Line
Friends'
Group
Facebook
Fan
Page/
Group
Line
Official
Account
／
Line@
Internet
Forum
(PTT
etc.)
Friends'
shares
on
Facebook
Summary
passages/
Info
collections
on
Internet
Instagram
Newspaper
Radio
COVID-19 Information Channels (choose all that apply)
May July M
b. TV still the main information channel consumers
receiving news of COVID-19
7
• Over 70% of people use TV as the main COVD-19 information channel: Compared with the percentage using TV as COVID-19
information channel on May 2021 with the level 3 epidemic alert, that percentage has grown 10%.
• The data of TV is followed by Digital media, media website, YouTube and Line Today: The percentage of using Instagram for COVID-
19 information grows 10% compared with that of May last year.
• The percentage of receiving COVID-19 information from Line Friends Group, Line Official Account／Line@ and friends’ shares on
Facebook has decreased, especially the percentage of Line Official Account／Line@ decrease by 15%
Media
Website
(yahoo
News,
CNA
Website,
etc.)
In-person
chats
with
friends
*Only 10% and above are listed.
2021 2021 ay 2022

Changes of Consumer Behavior &
Attitude
a. Income & Spending
b. Time of Staying-at-home
c. Activity increased due to the pandemic
d. Frequency of the activities changed due to the pandemic
e. Preparation of the medical kit / supply for household
f. Considerations for choosing among online shops
g. Considerations for choosing among brands
PART 2

• 44% of people say they have few differences in unnecessary spending last month. However, 43% of people have more unnecessary
spending last month, whose percentage is higher than that of May 2021 with the level 3 epidemic alert and April 2021.
9
a. Unnecessary spending increases reflecting the
pandemic conditions and inflation
18%
25% 25%
21%
13%
56%
46%
40% 38%
44%
26%
29%
35%
41%
43%
March 2020 April 2020 May 2021 July 2021 May 2022
Change in Unnecessary Spending
Decrease No change Increase

b. Half of consumers increase the time at home
The change of the time at home is similar to
that of April 2020 when feeling the outbreak
at that time. But it doesn’t change strongly
as that on level 3 epidemic alert
• Time at home increases with the domestic
pandemic from April but the time at home
(weekdays and weekends) doesn’t increase
strongly like the conditions in May 2021(level
3 epidemic alert) and July (the relaxed
restrictions period)
• The percentage of consumers saying “time at
home on weekdays increases” has decreased
by 15%, compared with that of May 2021,
while the percentage of consumers saying
“time at home on weekends increases” has
reduced by 13%.
10
58%
48%
32% 29%
59%
46% 46%
35%
21% 17%
49%
34%
42%
52%
69% 71%
41%
54% 54%
65%
79% 83%
51%
66%
2020
年
3
月
2020
年
4
月
2021
年
5
月
2021
年
7
月
2022
年
2
月
2022
年
5
月
2020
年
3
月
2020
年
4
月
2021
年
5
月
2021
年
7
月
2022
年
2
月
2022
年
5
月
Time of stay-at-home
待在家時間沒大變化待在家時間增加(至少增加1小時)
Increase
No
change
May
2022
Feb.
2022
Jul.
2021
May
2021
Apr.
2020
Mar.
2020
May
2022
Feb.
2022
Jul.
2021
May
2021
Apr.
2020
Mar.
2020
Not a big change for
the time spent at home
Spend more time at home
(at least 1 more hour)
Weekend
Weekdays

44% 45%
36%
28% 26%
37%
25%
17%
21%
16%
16%
16%
11%
22%
10%
21%
11% 11%
15%
9% 9%
38% 38%
32% 30%
25% 25%
19% 17% 16%
16% 16% 15%
15%
15%
14% 14% 13% 13% 12% 12% 10%
wear
masks
clean
hands
cook
at
home
online
shopping
free
online
streaming
watch
TV
clean
house
order
food
delivery
play
video
games
at
home
eat
frozon
packaged
food
tele-meeting
have
tea/coffee
at
home
paid
video
subscription
work
from
home
take
supplement
chat
with
family
care
having
nutritious
meals
drive/ride
to
work
by
yourself
workout
at
home
fresh
ingredient
delivery
online
banking/investment
Activities increase due to outbreak (choose all that apply)
May 2021 July 2021 May 2022
• The pandemic prevention behavior and cooking at home are still the top increasing items but the percentages decrease; online
shopping and streaming media are the popular activities whose percentages increase when the pandemic outbreaks.
• Pay attention to health and diet: choose the nutritional supplements for strengthening immunity and pay attention to the balanced diet,
and have more fresh food delivery/ home delivery service.
• For entertainment, people watching paid shows on streaming media increases by 4% compared with that of level 3 epidemic alert,
but the percentages of cooking at home, playing video games, having indoor sports decrease.
11
c. Reinforce the concept of health supplements,
increasing the focus on nutritional supplements and
balanced diet
*Only 10% and above are listed.

d. Improving the health is the priority of the coexistence
with COVID-19
12
13%
18%
12%
4%
11%
17%
13%
13%
11%
14%
17%
13%
4%
64%
56%
59%
68%
60%
52%
55%
55%
55%
51%
48%
50%
58%
22%
21%
27%
26%
24%
29%
26%
29%
25%
30%
33%
26%
36%
7%
10%
care having nutritious meals
cook at home
take supplement
read
workout at home
make tea / brew coffee at home
order fresh ingredient delivery
chat with family
cook frozon packaged food
online shopping
free online streaming
order food delivery
care where the food produced and nutrition facts label
While coexisting with the virus, how would you adjust the activities below?
increase a lot increase no change decrease decrease a lot
• When choosing to coexist with COVID-19, paying attention to the balanced diet, cooking at home and taking nutritional supplements
for strengthening immunity are estimated as the activities increase most, which are related to diet and health.
• However, 10% of people say they will reduce using food delivery or eating frozen microwave food.
*The number of samples in each activity is different based on the percentage of activities on slide 4; only some of the activities are shown.

13
e. Supplies for coexistence with COVID-19 will focus on
the necessities for home health care
• The top three supplies for coexistence with COVID-19: mask, antigen test kits, and sanitizing alcohol. The number of additional
purchases for antigen test kits increased by 36% compared with that of July 2021 and it is as important as the mask. Nealy 30% people will
prepare general family medicine and Vitamin.
• Besides, similar to the surveys in May and July last year, 30% of consumers say will feel secure having one-month storage. But the
requirement of supplies turns to the medicine for home health care.
62%
47%
14%
19% 22%
15% 16%
7% 10% 8% 6%
45% 45%
40%
31%
26%
20%
16%
13% 11% 10% 9% 9% 8% 6% 5% 3%
Mask
Antigen
test
kit
Sanitizing
alcohol
Over-the-counter
medicine
for
mild
symptoms
Vitamin
Antibacterial
hand
wash
Antibacterial
wet
wipes/Alcohol
cotton
pads
Bleach
Hand
sanitizer
gel
Ear
thermometer/Thermometer
Antibacterial
soap
Oximeter
Forehead
thermometer
Smart
Watch/band
that
can
measure
blood
oxygen
Disposable
gloves
Goggle
or
face
shield
Additional Pandemic Prevention Supplies Purchased
(Choose all that apply)
May 2021 Jul. 2021 May 2022 May-21 Jul. 21 May-22
(n=804) (n=692) (n=833)
Less than 1 month's
stock
6% 7% 11%
About 1 month's stock 32% 35% 32%
As much as possible 7% 8% 7%
Not much, better than
none
21% 15% 24%
No preparation
required
3% 6% 6%

g. More healthy food, less frozen freezing fresh food are
bought online
• Online shopping still mainly focuses on food and personal cleaning products. What should be mentioned is the percentage of buying healthy
food increases by 6% while the percentage for frozen/freezing fresh food decreases by 6%.
• Affordable piece is the prior factor for choosing online shopping during the period of coexisting with the Virus.
14
45%
40%
39%
37%
36%
36%
33%
29%
26%
26%
22%
21%
Low price
Promotion/ Sales
Delivery-fee-free policy
Exclusive offer of credit cards/e-payment
Various options of payment and delivery
Express delivery
Convenience stores pickup
High transaction security
Free return and exchange
Various options of the items
Complete purchasing by mobile phone
Items supplies are adequate
Factors of choosing online shops**
(choose all that apply)
May-22 Jul-22 May-21
*Only over 10% listed **Only over 20% listed
29%
27%
25%
23%
21%
18%
18%
18%
17%
17%
10%
19%
23%
Packaged Food
Personal Cleaning（body/hair/face)
Health supplement
Paper rolls (kitchen/toilet)
Household Cleaners
Apparel
Stationery & ornament
Frozon/chilled food
Frozon/chilled fresh ingredient
Facial/body Care
Small-sized Electronics
Items purchased online in last month*
May-22 Jul. 2021

h. Much more people use online shopping, more of which
choose CVS pick-up than that last year
• The percentage of choosing convenience store pick-up grows to 33
• The percentage of choosing home delivery is almost equal to that of level 3 epidemic alert.
• During the period of coexistence with COVID-19, it is estimated that the percentage of shopping and picking up at convenience stores will
decrease to 8%, which is the lowest percentage compared with the previous data. The exact conditions still need to be concerned.
15
8%
37%
22%
18%
58%
5%
7%
6%
5%
6%
11%
10%
9%
8%
6%
33%
23%
25%
26%
20%
43%
24%
38%
44%
10%
May-22
Jul-21
Jun-21
May-21
Before May 2021
Preferable pickup ways when shopping
In-store purchase and pick up In-store purchase and home delivery Online purchase and in-store pick up
Online purchase and convenience stores pick up Online purchase and home delivery

• Hold both great price and good value: During the period of coexistence with COVID-19, consumers will still care about the price and half
of them will firstly choose the brand and store with affordable prices.
• Keep reviewing the quality of service: The service experience will be the second kind of factor that should be concerned. Nearly 30% of
people hope to have a better shopping experience on their mobile phone, while 27% will choose brand and store according to the previous
service experience.
i. Brand preferences: Cost Performance ratio as priority,
followed by the service experience
16
48%
41%
39%
28%
27%
24%
23%
22%
21%
21%
17%
17%
12%
13%
11%
11%
10%
7%
5%
7%
Affordable price
Secured quality
Frequent Discount
All the purchase process can be done through mobile ohone
I had good shopping and using exoerience last time
Information of product/service can be known in detail before the purchase
Have great experience in online and physical shopping
Respect the individual privacy
Have more discount and benefits when registering for member
Products meet the requirement for pandemic prevention(antivirus, easy-to-wash, etc.)
Flexible service can compensate with my decision that changes with COVID-19
Present the products and behaviors related to the sustainable development and social concern.
The promotions or the products are always attractive
Can provide the combination pack (vehetable box, general medicine set, etc.)
The products and service can be shared with others or introduced to others
Can be customized
Have a conversation with the brand or provide the marking system, they can know my experience…
Give me some advice for shopping, such as the outfit for today's weather
The warm advertisement touches me
None of the above
When coexisting with COVID-19, the consideration of choosing brand/store
Cost Performance
ratio
service
experience

PART 3
Changes of Channels Visiting and
the Way of Contact
a. Living Arrangements during the coexist period
b. Visit-reduced channels in last month
c. Considerations for choosing shops
d. Ways of Dining to Replace Eat-in in the restaurant
e. Considerations for choosing restaurants
f. Considerations for shopping & dining in the physical shops or
restaurants

• The extent of the general pandemic prevention has declined compared with that in the period of level 3 epidemic prevention (May 2021).
• During the period of coexistence with COVID-19, consumers still have their living preferences. The preference for “Avoid dining together”
has the highest percentage, and people will also avoid the places with too many crowds.
18
a. During the period of coexistence with COVID-19,
dining together with friends should be avoided
45%
33%
26%
25%
19%
18%
17%
17%
10%
8%
8%
5%
14%
68%
50%
51%
24%
27%
42%
36%
39%
24%
20%
21%
21%
4%
Reduce the frequency of eating out with friends
Give up going to crowded fairs (e.g., fair/expo)
Tend to prepare meals at home instead of going out in spite of increased spending
Rather buying Over-the-counter medicine and avoid visiting clinics/hospital
Add more nutrition to the daily meals for enhance self-immunity
Purchase daily necessities through the Internet Regardless of extra freight
Use public transit less although it may increase transportation costs
Reduce or give up committed gatherings such as religious gatherings and learning courses
Purchase Meals through food delivery services regardless of delivery charges
Reduce the purchase of naked products such as bulk rice, vegetables, and meat
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
Living Arrangements during the coexist period
May-22
May-21

43%
33%
20%
8% 9%
21%
Feb. Mar. Apr. May Jul. May
2020 2021 2022
Maintain the original channel visiting
behavior*
b.20% use the same shopping channels as before
• 21% of consumers use the same shopping channels as before, equivalent to the conditions before the level 3 epidemic alert (April 2020)
• Department stores / Shopping malls, cinemas, and night markets are strongly impacted, which are the top 3 shopping channels that
consumers reduced to use.
• In this survey, the percentage of “reduce to go to Supermarket(-18%)” and “reduce to go to convenience store(-12%)” declined.
19
Feb. 2020 Mar. 2020 Apr. 2020 May 2021 Jul. 2021 May 2022
Department
store /
Shopping mall
Department
store /
Shopping mall
Cinema Hypermarket
Department
store /
Shopping mall
Department
store /
Shopping mall
- 39%
Hypermarket Cinema
Department
store /
Shopping mall
Department
store /
Shopping mall
Night market
Cinema
- 36%
Cinema Night market Night market 超市 Hypermarket
Night market
-35%
Night market Hypermarket Hospital／Clinic Night market
Traditional
market
Hypermarket
-29%
Traditional
market
Traditional
market
Hypermarket
Convenience
store
Hospital／Clinic
Hospital／Clinic
-27%
*”Maintain the original channel visiting behavior” is the result
of a ratio of the option that presents "I didn't reduce to the outgoing channels."
Visit-reduced channels in last month - Top5

c. The crowdedness is the top concern as consumers
choosing among the stores to visit
• During the period of coexistence with COVID-19, when people choose to go to convenience stores, supermarkets, and hypermarkets, they
will mainly pay attention to the pandemic prevention and the close distance which can be arrived fast. But the promotions and discounts
can also attract consumers to come.
• Besides caring about the crowds and the sanitizing measures, consumers will be attracted by discounts, promotions, memberships, and
credit card bonuses when going to the shopping mall.
• When going to the restaurant, 32% of consumers will care if the restaurant has take-away service.
20
CVS Supermarket Hypermarket Department Store Restaurant
Spacious
(42%)
Spacious
(40%)
Spacious
(41%)
Spacious
(39%)
Spacious
(44%)
Short queue
(39%)
Short queue
(39%)
Short queue
(38%)
Sterilization
(32%)
Sterilization
(37%)
Sterilization
(35%)
Sterilization
(35%)
Sterilization
(33%)
Promotion / Discount
(25%)
Nearby
(36%)
Nearby
(34%)
Clean Environment
(28%)
Promotion / Discount
(29%)
Temperature Check
(24%)
Take-away Service
(32%)
Clean Environment
(29%)
Nearby
(28%)
Nearby
(28%)
Member-only Promotion
(24%)
Temperature Check
(26%)

d. Fewer people cook at home
but choose to have takeaway or food delivery
• After the breakout of the pandemic, 40% of consumers choose to have take-away or food delivery in order to avoid dining in the restaurant.
• The percentage of “buy ingredients and cook at home” decreases significantly compared with that of July 2021, which is lower than the
percentage of choosing “eat dried food and instant noodles”
• More than 20% of consumers don’t change their ways of dining.
21
24%
28%
12%
12%
12%
40%
28%
17%
22%
40%
Purchase ingredients from physical shops
Purchase dried food, instant noodles, etc.
Purchase ready-to-eat products, meat dishes, etc.…
Purchase ingredients through delivery platforms
Purchase ingredients through e-commerce platforms
Take out meals from restaurants
Order meals through delivery platforms or from restaurants
Purchase ready-to-eat meals from convenience stores
Keep the same dining behavior
Ways of Dining to Replace Eat-in in the restaurant
May-22 Jul-21
Purchase Ingredients
Cook-at-home
Purchase Meals

e. Restaurants may revive in July
• 42% of consumers expect they will return to their pre-pandemic dining behavior
• Crowdedness will be the main consideration: The cleaning and sanitizing measure for pandemic prevention is a must, and the
convenience of having takeaway should also be considered.
• Besides, since eat-in dining and takeaway may spend more time at the restaurant, temperature-check is one of the considerations of
choosing a restaurant, listing the fifth.
22
Preferences in choosing restaurants
Restaurant
May 2021 July 2021 May 2022
Top 5
factors
Spacious 47% Spacious 47% Spacious 44%
Sterilization 40%
Clean
environment
42% Sterilization 37%
Clean environment 38% Sterilization 41%
Clean
environment
36%
Take-away
Service
37%
Temperature
check
34% Take-away
Service
32%
Convenient
conduct name
registration
36%
Convenient
conduct name
registration
31%
Temperature
check
26%
Factors
relating to
digital
experience
Online ordering 26% Online ordering 24%
Online waiting
list check
21%
Online waiting list
check
20%
Online waiting
list check
21% Online ordering 20%
Online Menu 7%
Restaurant
Owned LINE
group
9%
Restaurant
Owned LINE
group
9%
8%
11%
23% 21%
37%
In
2
weeks
two
weeks
later
~
within
a
month
a
month
later
~
within
three
months
3
months
later
~
within
half
a
year
more
than
half
a
year
When will your dining behaviors return to
normal (Choose One)
42%

f. The main consideration for eat-in dining at restaurant -
proper limit on the number of people
• Being uncrowded is important：Over 50% of consumers care about the crowdedness in the restaurant, and then the cleaning and
sanitizing measures.
• Consumers think about the necessity of having control and management: The percentage of choosing “Temperature checking”
decreases by 9%; while the percentage of choosing “Partitions and social distancing” decreases by 5%, which indicates that consumers
start to consider the necessity of part of the control and management mechanism.
23
54%
47%
44%
43%
41%
40%
35%
33%
31%
30%
23%
19%
10%
49%
39%
The restaurant is not crowded/controls the number of consumers
The restaurant has cleaning and sterilization measures
Social distancing is kept in the restaurant (e.g., partition and traffic)
Wearing a mask is required when not eating (for both employees and customers)
There are signs of regular sterilization and cleaning
The restaurant is clean
Food/ingredient safety is properly ensured
The restaurant saves consumers from lining up to order/check out
Contactless payment options are provided
The restaurant takes every consumer's body temperature at the entrance
Contactless delivery or checkout is offered
The restaurant presents proof of employee vaccination
I have no worry as long as the government grants indoor dining
Considerations for shopping & dining in the physical shops or restaurants
May-22 Jul-21

PART 4
Consumer Confidence &
Views for the Future
a. Consumer sentiment in the last week
b. Expected activities during the coexistence period
c. Perspective on Future Salary & Adjustment of Short-term spending
d. Stress to Ease during the coexistence period
e. Consumer confidence in public & private sectors

25
a. Since April, consumers started to feel more gloomy
and worried, and less relaxed
0%
10%
20%
30%
40%
50%
60%
0607
0614
0621
0628
0705
0712
0719
0726
0802
0809
0816
0823
0830
0906
0913
0920
0927
1004
1012
1018
1025
1101
1108
1115
1122
1129
1206
1213
1220
1227
0103
0110
0117
0124
0131
0214
0221
0228
0307
0314
0321
0328
0404
0411
0418
0425
0502
0509
0516
0523
6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月
2021 2022
Consumer sentiment in the last week
很高興
很悲傷
很歡樂
很生氣
很踏實
很鬱悶
很興奮
很不安
以上均無
(%)
Worried
Relaxed
Gloomy
Happy
Sad
Fun
Angry
Relaxed
Gloomy
Excited
Worried
None of
the above
Source: EOL x Macromill Weekly Index Asia (only Taiwanese data showed) © Eastern Online Co., Ltd.
Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May.

26
a. Medical care, income, global situation are the main
sources of the anxiety
• 36% of people think health and medical care are the largest source of anxiety, followed by the impact of income and expenses.
• Also, consumers care about the global situation because of the Russian-Ukrainian War and global inflation, which makes nearly 20% of
people anxious.
36%
31%
21%
18%
14%
13%
11%
8%
5%
16%
10%
Be anxious about health and medical care
Be anxious about maintaining the living incomes and expenses
Be anxious about global environment and conditions
Be anxious about work
Be anxious about taking care of parents
Be anxious about social communication and interpersonal relations
Be anxious about the education and care of the child
Be anxious about other things
Be anxious about the family and marriage
Although feel anxious, no worse than the anxiety received at the…
Not feeling anxious
Which aspects you feel anxious about?

27
b. 40% estimate the pandemic may ease and can have
relaxed pandemic prevention at the end of the year
6%
32%
22%
9%
13%
18%
Before
July
The
second
half
of
2022
The
first
half
of
2023
The
second
half
of
2023
I
think
it
will
be
later
than
the
timing
listed
above
I
have
no
clue
Expected time to return to
mild condition of the epidemic
(Choose One)
• Grasp the business opportunities at the end of the year: 40% of consumers are confident about the pandemic situation, thinking that the
pandemic would return to the situation with few confirmed cases at the end of 2022.
• In the next month coexisting with COVID-19, about 80% of people will still reduce to have activity outside. But 20% of people will not
change their behavior.
18%
39%
26%
15%
3%
Start
to
cancel
unnecessary
gatherings
Stay
at
home
as
much
as
possible
to
avoid
unnecessary
outdoor
activities
Take
heed
of
pandemic
prevention
measures
and
spend
less
time
on
outdoor
activities
Take
pandemic
prevention
measures
and
spend
about
the
same
amount
of
time
on
outdoor
activities
Take
advantage
of
more
people
staying
at
home
to
spend
more
time
on
outdoor
activities
Activity Planning for the Next Month
May-21 Jul-22 May-22

57% 62% 60% 64% 60% 66% 59% 61%
24% 21% 24% 19% 23% 18% 25% 24%
19% 17% 16% 18% 17% 16% 16% 15%
Late
Jul.
Nov.
Dec.
Jan.
(Outbreak)
Mar.
May
(Outbreak)
Jul.
(Outbreak)
May
(Outbreak)
2020 2021 2022
Perspective on Future Salary
Worried Unfeeling Unworried
45% 58% 58% 56% 49% 59% 58% 55%
48%
39% 39% 42% 49% 35% 38% 38%
7% 3% 3% 2% 2% 6% 4% 7%
Late
Jul.
Nov.
Dec.
Jan.
(Outbreak)
Mar.
May
(Outbreak)
Jul.
(Outbreak)
May
(Outbreak)
2020 2021 2022
Adjustment of Short-term spending
Reduced Unchanged Increased
• Considering the pandemic in May 2022, the anxiety to the salary of the whole market slightly increases to 61%. Although the extent of
anxiety is no worse than that of the period with the level 3 epidemic alert in 2021, the percentage of no worrying is the lowest compared with
that of previous surveys, indicating consumers still worry about market development and salary conditions.
• In response to the evaluation results of salary, at the aspect of short-term expense, 55% of consumers will reduce their consumption,
but 7% of people say they may increase their expenses.
c. 61% worry about the salary cut while 50% of
consumers restrict the consumption
28

d. Anxiety caused by staying at home decreases
• Activate the body and reduce long-term depression: 31% of people have anxiety about having not enough exercise, which is the
primary anxiety. And 26% of people have depression after staying in the same place for a long time.
• Focus on the unknown pressure: In the previous surveys about the anxiety caused by staying at home for a long time, only the
percentage of choosing “no one understand my pressure” continues to increase.
29
31%
26%
23%
21%
21%
14%
11%
10%
9%
8%
8%
8%
4%
15%
I exercise less
I feel depressed when staying in the same place for so long
I spend more on utilities, internet and others
I brcome out of shape
Meal choices become a problem
I feel no one understand me
I am worried about children's learning progress and furture
I don't have sufficient work equipment at home (computer, wifi, etc.)
I spend too much time with family members
Home furnishings are not neat and clean
I feel disconnected from the outside world or friends
I have to take care of children whil working
My supervisor or clients think that I am not fully focusing on my work
None of the above
Concerns caused as the stay-at-home time increased
May-22
Jul-21
May-21

10%
19%
2%
4%
5%
3%
10%
1%
2%
19%
21%
12%
16%
11%
16%
11%
24%
8%
5%
34%
38%
45%
53%
48%
50%
34%
40%
30%
33%
30%
18%
35%
24%
30%
24%
43%
22%
46%
47%
8%
4%
6%
3%
7%
5%
11%
5%
15%
13%
May 2021
May 2022
May 2021
May 2022
May 2021
May 2022
May 2021
May 2022
May 2021
May 2022
How much confidence you have in the following issues?
None Not very much Neither Quite a bit A great deal
e. Have less confidence in the gov. and companies but
more in sufficient availability of daily supplies
• Facing the government and the private company, consumers have less confidence compared with that of the period with level 3
epidemic alert. Except for the confidence to have daily supplies, consumers’ confidence in the strain capacity of the government and the
company is less than 30%.
• Waiting in line for buying antigen test kits causes panic: The pandemic of Omicron broke out in late April. Facing the outbreak of
pandemic, consumers are not confident about the sufficiency of the pandemic prevention supplies, making people more anxious than in the
period of level 3 epidemic alert.
30
The public sectors can deal with the
problems under the pandemic.
The shops can deal with the
My company can deal with the
I can easily buy the medical essentials.
I can easily buy the daily essentials.
<30%
<30%
<30%
<30%

PART 5
Gen Z’s Way of Coexistence with
COVID-19
a. How Gen Z receive information of the outbreak
b. Preferences of choosing shops
c. Sources of anxiety at the moment

32
a. TV is the main sources of pandemic information while
Internet covers a larger scale
YouTube and IG absorb more pandemic
information
• For 18-24 years old, TV will be the main source to
have pandemic information.
• But the percentage of 18-24 years old using
YouTube and Instagram for pandemic information
is much higher than that of the whole consumers,
especially the percentage using IG that is one time
higher.
Check before going out
• Using the Internet to check the availability of items,
services, seats…is a more suitable way for Gen Z.
If the brands of the channels offer this service, it
will be appreciated.
70% 35% 16% 45% 28% 29% 25% 22%
57%
44%
38% 37%
30% 27% 26% 24%
TV
YouTube
Instagram
Media
website
In-person
chat
Line
Today
Facebook
page/group
Line
official
account
／
Line@
Where I usually receive the info about the pandemic
All (N=1100) 18~24 yd (n=200)
24%
17% 14%
38%
24% 20%
CVS
Super
market
Online
shop
I prefer to choose the channel brands if they
provide service which I can check availability
online.

33
b. Care about if the brand provides products nearing
expiration date, and also care about the warmth of brand
15%
9% 8%
26%
17%
19%
Supermarket
Department
store
Restaurant
I prefer to choose the channel
brands if they provide food or
products, which are about to
expired.
All (N=1100) 18~24 yd (n=200)
• During the period of coexisting with COVID-19, the three main considerations of the shopping channel of Generation Z are similar to
the whole consumers. But Generation Z has other considerations such as providing products nearing the expiration date which
presents that it is important for Generation Z.
• Besides, in terms of the consumers' expectations of the brand, Generation Z cares more about the heart-warming advertisement.
I prefer to choose the channel brands if
they provide heartwarming commercials.
5% 11%
All
Gen Z
(18-24 yd)

28%
27%
22%
17%
10%
9%
8%
4%
0%
22%
10%
36%
30%
21%
13%
13%
8%
17%
4%
10%
17%
10%
Be anxious about health and medical care
Be anxious about maintaining the living incomes and expenses
Be anxious about global environment and conditions
Be anxious about social communication and interpersonal relations
Be anxious about taking care of parents
Be anxious about other things
Be anxious about work
Be anxious about the family and marriage
Be anxious about the education and care of the child
Not worse than the one in the beginning of 2022.
Not feeling anxious
Which aspects you feel anxious about?
18~24yd (n=200)
All (N=1100)
34
c. Gen Z worry more about interpersonal relations
• Generally, Generation Z has the anxiety no higher than the whole consumers, but 28% of them are still anxious about the health, medical
care and living income.
• It is worth noting that, in the survey of pressure from long-time staying at home, Generation Z has the pressure that no one can understand,
and their percentage of having this pressure is 7% higher than the whole consumers.
No one understand my pressure
15% 22%
All
Gen Z
(18-24 yd)

PART 6
Conclusion &
Key takeaways

Conclusion & Key takeaways 36
• Consumers’ behavior on Media has changed and 70% stay on TV to receive pandemic information
Advice: Re-understand the channels that consumers absorb information
• Because of the pandemic of Omicron Virus in May 2022, consumers face to tons of information while the quarantine
information goes with the roll planning method. At that time, the report on TV seems to show the correct information. But the
point that the brand should know is that, consumers don’t exactly spend time on TV. Therefore, the brand should still focus
on the current media planning and strategy, targeting consumers’ exact media behavior to make the marketing decision.
• Health supplements help pass the period of coexistence with COVID-19
Advice:
1. Balance the health supplement and healthy diet
2. Be careful of the excessive expectation of sports
• Consumers have higher recognition and more requirement to health supplements and even general medicine. For the health
supplements factories, in addition to meet the needs fast and stably, consumers’ behavior such as their repurchase rate and
the choice of the brand during and after the period of coexistence with COVID-19.
• Although the percentage of cooking at home doesn’t increase significantly, the percentage of having takeaway increase, which
gives an opportunity for the industry to further provide the healthy diet to consumers. It is a valuable aspect to indicate the
brand can help consumers pass the period of coexistence with COVID-19 through diet.
• However, although consumers will worry about not having enough exercise because of the long-term staying at home.
Generally, it doesn’t mean that they will spend more time on indoor sports. The lazy way to keep healthy will be more
acceptable for consumers.

• Physical store requires the control and management of the number of people and space but not
measurement of the consumers’ health.
Advice: Arrange a fluent customer flow from entering to paying the bill
• When the indoor regulation of government is eased, consumers will not insist on the pandemic prevention method like
checking temperature but care more about the crowd in the store, so as to decide to stay or leave. Therefore, the good
control and management of the number of people and space will be the point to attract consumers during the period of
coexistence with COVID-19. It is important to design different service processes, and improve the service efficiency so as to
create an indoor dining space with a friendly pandemic prevention measure.
• Only 12% of consumers reduced to go to convenience store
Advice：Convenience store may be the key spot for O2O
• Although consumers prefer to home delivery most, consumers gradually rely on the convenience store because of the
service of package collection and suitable temperature for the storage.
• Convenience stores also have the group buying channels and their own online shopping website, which provide a one-stop
service from selecting products, buying to picking up the package. The market expects cooperation between the retailer/
online store and convenience store.

• The anxiety and the lack of confidence come from the actions related to the pandemic prevention but it is
estimated that the market will have clear conditions in the second half of the year.
Advice: Adjust the marketing schedule and pay attention to the changes of global situation
• Currently, consumers still focus on the changes in the number of confirmed cases and severe cases. The arrangement when
relations, friends, or consumers themselves get COVID-19, or the health observation after recovery will change consumers’
focus. At the same time, they may also need to worry about the income and will reduce the unnecessary consumption. If the
brand does not want to separate the marketing period, it is advised that the related marketing plan can target to the shopping
season at the end of the year.
• What's more, considering the global price changes caused by the war and pandemic situations in China, there may be another
new challenge.
• The optimum of the quality and price
Advice：Experience affects the repurchasing
• After satisfying consumers’ requirements on quality and price, they will further request the well-designed purchasing
process and the related measures when purchasing. Especially during the period of coexistence with COVID-19, in addition to
the physical store experience, consumers will be more critical of the whole process of online shopping. Therefore, 30% of
consumers expect to complete the purchasing process on the mobile phone. The brand should make sure that there is no
problem on each part such as searching, recommending, or paying the bill. The good news is that 30% of consumers say that
they will repurchase if they have a good shopping experience last time, which means the shopping experience will be the
important thing for brand management.

Thanks for Reading
Professional, Pioneer, Keep up with the time
Eastern Online walks through difficult times with you
For Further Business Cooperation, please contact
Amanda Li / VGM TEL: +886-2-27064865 # 806 Email: amanda@isurvey.com.tw
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City

The 7th Wave COVID-19 Coexist Period Market Survey_TW Consumer Behavior(EN)

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