Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf

2024
Snapshot of TW Consumer
Behaviors April 2024
The focus of data：
 Stress relief consumption behavior survey-What to do when stress comes?
 New consuming behavior following up
Releases on April 30, 2024

PART 1
What to do when stress comes?
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000, 20-59 years old
Survey Period: April 2024
Stress Relief Consumption
Behavior Survey
EOL Group x Macromill Weekly Index Asia Survey in Taiwan
Effective sample size: 500, 20-59 years old

From international affairs to the domestic economy, from society to family
and individual spheres,
What are the pressures faced by consumers? And what are their responses?
Facing global instability, such as the U.S.-China trade war,
the Ukraine-Russia conflict, the ongoing Israel-Palestine
conflict, or the price hike of oil and electricity and domestic
living costs due to inflation, resulting in the escalating daily
living costs, consumers are suffering more and more pressure.
Moreover, news media reports highlight numerous extreme
behaviors due to overwhelming stress.
Under such kinds of background, it is expected to further
explore the sources of consumer stress as well as their stress
relief behavior.
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (April 2024)
1
© Eastern Online Co., Ltd.

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0102
0109
0116
0130
0206
0213
0220
0227
0306
0313
0320
0327
0403
0410
0417
0424
0501
0508
0515
0522
0529
0605
0612
0619
0626
0703
0710
0717
0724
0731
0807
0814
0821
0828
0904
0911
0918
0925
1002
1009
1016
1023
1030
1106
1113
1120
1127
1204
1211
1218
1225
0101
0108
0115
0122
0129
0205
0219
0226
0304
0311
0318
0325
0401
0408
2023 2024
很悲傷很鬱悶很不安
2
The emotion changes in Taiwan society
The growing emotions of sorrow, depression, and anxiety
The result from the EOL long-term survey of social emotion shows that the proportion of “sorrow”, “depression” and
“anxiety” by consumers has a noticeable increase in the last month. Among these emotions, “depression” is relatively more
profound compared to the other two.
EOL x Macromill Weekly Index Asia Survey in Taiwan, N=500, 20-59 years old; conducted by: EOLembrain Online Member Survey
※period of data: from 01.02.2023 to 04.08.2024
Emotion in the past week (choose all that apply) (N=500)
sad depressed anxious

※period of data: from 01.01.2024 to 04.01.2024
3
Feelings and expectations of the price by consumers
Feelings and expectations of the price by consumers in Taiwan
Consumers feel the price hike and expect the continual rise of the price
The tracking survey of the feelings of the price by consumers in Taiwan conducted by EOL indicates that from 2024 till now,
the consumers do feel the price hike and expect that the price will keep rising.
EOL x Macromill Weekly Index Asia Survey in Taiwan, N=500, 20-59 years old; conducted by: EOLembrain Online Member Survey
(N=500)
50%
60%
70%
80%
90%
100%
0101 0108 0115 0122 0129 0205 0219 0226 0304 0311 0318 0325 0401
2024
近期物價感受上漲
預期物價變化上漲
Feelings about the price by consumers
Expectation of the price by consumers

Financial status and career development are common concerns for all generations
The pressure of the 20s is appearance anxiety; the 30s is working performance; the
40s is finance and family.
The data from the EOL survey indicates that:
"Financial status" (49.1%) is currently the top
concern for consumers, followed by the concern of
health and career development.
• For consumers in their 20s, in addition to financial
concerns, the second and third most common
concerns are about work, which shows that they
feel strong anxiety about how to perform well and
advance in their careers when entering the
workforce. Additionally, appearance anxiety is also
a significant concern for them.
• Although consumers in their 30s have had some
work experience compared to the 20s, they still
struggle with work performance (30.7%) and career
development concerns, whose proportion is even
higher at 32.2%.
• Consumers in their 40s have a higher proportion
of concerns about financial status and health
issues than other generations. Besides, concerns
about families such as child-parent/parental
relationships (24.4%) and family problems
(relatives' relationships) at 21.1% are more
prominent, which indicates their situation as the
"sandwich generation".
Rank
Overall
(N=1000)
20-29 Y
(N=230)
30-23 Y
(N=270)
40-49 Y
(N=270)
50-99 Y
(N=230)
1
Financial status
49.1
Financial status
51.7
Financial status
51.9
Financial status54.8
Health issue
47.4
2
Health issue
38.5
Career development
38.7
Health issue
37.0
Health issue
45.6
Financial status
36.5
3
Career development
30.9
Working performance
(self-requirements)
28.7
Career development
32.2
Career development
33.7
Career development
18.3
4
Working performance
(self-requirements)
24.6
Appearance anxiety
24.3
Working performance
(self-requirements)
30.7
Child-parent/parents
relationship
24.4
Workplace
environment/culture
17.8
5
Workplace
environment/culture
20.5
Health issue
23.0
Appearance anxiety
24.1
Marriage/partner
relationship
23.7
relationship
7.4
6
Marriage/partner
relationship
25.0
Marriage/partner
relationship
20.9
Workplace
environment/culture
22.2
Working performance
(self-requirements)
23.0
Pressure from social
environment
(pandemic, politics, etc.)
17.0
7
Appearance anxiety
19.1
Workplace
environment/culture
19.6
Marriage/partner
relationship
18.5
Workplace
environment/culture
21.9
Working performance
(self-requirements)
15.2
8
relationship
18.8
Pressure from
interpersonal relationship
18.7
relationship
17.4
Family problems
(relatives relationship)
21.1
Marriage/partner
relationship
14.8
9
environment
15.8
environment
15.7
environment
14.8
Pressure from
interpersonal
relationship
19.3
Family problems (relatives
relationship)
13.5
10
Pressure from
interpersonal relationship
14.8
relationship
15.2
Pressure from
interpersonal
relationship
13.3
Appearance anxiety
16.7
Appearance anxiety
10.9
Current concerns in life for different generations
4
*The reference version only releases the top 10 items. For more details, please contact EOL Group.

Self-evaluation of stress by consumers: 40% of them are strongly
stressful, with grade 8~10
The 40s have the highest proportion in the high-stress group at 47.0%
5
Proportion of Self-evaluation of stress by consumers
by age
38.1%
47.0%
40.7%
34.3%
40%
0% 50% 100%
50~59 Y(N=168)
40~49 Y(N=217)
30~39 Y(N=214)
20~29 Y(N=181)
Whole(N=780)
1~7 8~10分
Average stress grade
7.3
7.1
7.3
7.4
7.2
Generally, how do consumers grade their stress? The EOL group classified stress as the specific grade for consumers to have self-
evaluation, from grade 1 to 10. Grade 1 means little stress while grade 10 represents strong stress. The survey data shows that the
average stress grade of the whole consumer group is 7.3, and 40% of them consider their own stress is in grade 8-10. To have a further
analysis from the aspect of each age generation, the consumers in their 40s have a higher proportion of considering themselves with
high stress (grade 8-10), as high as 47.0%.
Estimating from the aforementioned results, it can be seen that “financial status” and “health issue” may have a long-term influence
on the consumers in the strong generation, putting them in daily high-stress situations.

Daily entertainment like having delicious cuisine, watching dramas, and listening to
music are for stress relief
For relieving stress, the 20s refer to audio and video entertainment and social
interaction while the 30s refer to having delicious cuisine.
When consumers face concerns and pressures in life, how do they relieve their stress? The results of the EOL survey show that:
Having delicious food is the most popular stress-relief method chosen by consumers, with a proportion of 53.0%, followed by “watching dramas” (50.8%) and
“listening to music” (47.5%), which shows that most consumers relieve their stress by daily entertainment. to have a further analysis from the aspect of each
generation, it can be seen that the consumers in the 20s have a higher proportion of “listening to music” and “playing games” and also have an outstanding
proportion of “social interaction” (29.7%) and “visiting forums and social media” (25.9%) compared to other generations. It is indicated that younger consumers
prefer to relieve stress through social activities and online interactions to seek support through shared experiences. In contrast, consumers in their 30s use
"having delicious food" (57.4%) to cope with daily stress.
Additionally, different generations show varied tendencies in seeking external support, with the proportion of "talking/consulting with family and friends"
(21.6%) decreasing when the age is growing.
Methods for consumers to relieve stress(TOP10)
6
53.0% 50.8% 47.5%
41.5%
29.7% 27.6% 24.3% 23.2% 21.6% 19.3%
59.4%
51.4%
37.3%
29.7% 25.9%
57.4%
Have
delicious
cuisine
Watch
dramas
Listen
to
music
Play
games
(including
mobile
game/computer
game/console
game)
Exercises/work
out
Watch
film
Social
activities
(e.g.
gathering
and
chatting
with
family)
Travel
and
explore
a
new
place
Talk/consult
with
family
and
friends
Visit
forums
or
social
media
Overall (N=907) 20-29Y (n=212)
30-39Y (n=270) 40-49Y (n=270)
50-99Y (n=230)
*The reference version only releases the top 10 items. For more details, please contact EOL Group.

Having delicious cuisine becomes the first choice for consumers in stress relief
The 20s are more willing to pay for video content while the strong generation relieves
stress by traveling.
In a further survey of consumers about paid stress-relief methods, the results show that "having delicious cuisine" (36.2%) is the most
common method. The following methods are "watching dramas" (16.6%) and "watching movies" (16.2%), which are popular forms of
entertainment. Further analysis from the aspect of age differences reveals that the 20s have the highest proportion of paying for
audiovisual activities, and the proportion in such activities decreases with the growing age. On the contrary, the proportion of
"traveling/exploring new places" increases with age, which shows that strong generations have more time and leisure to relieve daily
stress via travel.
7
36.2%
16.6% 16.2%
12.9% 12.7% 11.0% 9.8% 9.7%
3.5% 2.5%
24.3%
17.6% 19.0%
16.9%
Have
delicious
cuisine
Watch
dramas
Watch
films
Play
games
(including
mobile
game/computer
game/console
game)
Travel
and
explore
a
new
place
Listen
to
music
Social
activities
(e.g.
gathering
and
chatting
with
family)
Exercises/work
out
Participate
in
art
event
Climb
mountain/hike
Overall(N=879) 20-29Y (n=210)
30-39Y (n=236) 40-49Y (n=244)
50-99Y (n=189)
*The reference version only releases the top 10 items.
For more details, please contact EOL Group.
Paid methods for consumers to relieve stress (TOP10)
6

Instant stress-relief consumption becomes the mainstream
Delicious cuisine and audiovisual entertainment can bring happiness to
consumers instantly.
The comprehensive result of the survey shows that as high as 96.9% of consumers will engage in stress-relief activities to reduce stress
while only 74.6% of consumers will pay for it, which represents that:
The aforementioned “financial status” will influence the willingness of consumers to engage in paid activities. The result of the cross
analysis indicates that the “instant” daily entertainment that can bring gratification, such as having delicious cuisine, watching drama,
playing games, watching films, listening to music, are the stress-relief activities that consumers are relatively willing to pay for. While
consumers have a lower proportion of engaging in activities with a purpose, such as meditation, participating in art events, climbing
mountain, having professional consultations, etc.
8
Will pay for the stress relief
Yes
No
(N=1000)
25.4%
74.6%
Will relieve the stress
by having activities
(N=1000)
Yes
No
3.1%
96.9%
The
current
methods
for
stress
relief
Popular stress-relief opportunities
consumers have already paid and
are willing to pay for it in the future
Have
delicious
cuisine
Watch film
Travel and explore a new place
Exercises/
work out
Play games
Listen to music
Watch dramas
Have
professional
consultation
Participate in
art event
Participate in
religious activities
Have meditation
Interact with animals
Climb mountain/hike
The paid stress-relief method

14.6% of consumers have asked for a leave from work or school due to the
factors of emotion or pressure
Over 20% of the young generation will ask for a leave due to a bad mood
According to the aforementioned survey, career development is one of the main sources of concern and pressure. it is mentioned in the book “How to Calm
Your Mind” that excessive work and high-pressure workplaces are the sources of chronic stress on people. Then, will consumers try to take a break from the
pressure? The result of the EOL Survey indicates that only 14.6% of consumers will ask for a leave due to emotion or pressure. The further analysis from the
aspect of generation difference shows that: consumers in the 20s have the highest proportion of asking for a leave, at 22.2%, and such proportion goes down
with the growing age. It is estimated that, influenced by the work value, the strong generation is less likely to ask for a leave and prefer to work as usual.
14.6%
22.2%
13.7% 12.6% 10.4%
0%
10%
20%
30%
Overall
(N=1000)
20~29Y
(N=230)
30~39Y
(N=270)
40~49Y
(N=270)
50~59Y
(N=230)
14.6% 13.3% 14.0%
18.0%
7.5%
0%
10%
20%
30%
Overall
(N=1000)
Northern region
(N=460)
Middle region
(N=200)
Southern
region
(N=300)
Eastern region
(N=40)
Asked for a leave due to emotion or
pressure reasons in the past by age
Asked for a leave due to emotion or
pressure reasons in the past by region
有
沒有
14.6%
85.4%
Have you asked for a leave due to emotion or
pressure reasons
(N=1000)
9
Yes
No

71.8%
61.3%
30.0% 29.0%
24.9%
21.0% 17.6%
10.7%
6.8% 3.4% 1.8% 1.0% 0.6%
14.2%
0%
20%
40%
60%
80%
Lifeline
Association/
Lifeline
1995
Teacher
Chang
1980
County/City
Government
Domestic
Violence
and
Sexual
Assault
Prevention
Center
113
Taiwan
Suicide
Prevention
Association
JOHN
TUNG
FOUNDATION
MOHW's
24-hour
suicide
prevention
hotline
1925
Taiwan
Association
Against
Depression
County/City
Government
Mental
Health
Center
Taiwan
Tongzhi
(LGBTQ+)
Hotline
Association
Male
Hotline
Taiwan
eSOS
Organization
GOODear
Online
Consultation
Platform
Others
Not
known
Data shows that the most well-known assistance platforms are the "Lifeline Association/Hotline" (71.8%), "Teacher Chang" (61.3%), and the
"County/City Government Domestic Violence and Sexual Assault Prevention Center" (30.0%). Other assistance platforms in the survey are
less recognized, indicating that consumers still have a limited understanding of relevant information. How to enhance service promotion awaits
further consideration and planning by the government and relevant units.
Furthermore, in terms of utilizing professional help-seeking platforms or units, the usage rate of overall consumers is only 10.4%. Consumers
seldom seek help from professional units when facing troubles or stress. In other words, consumers tend to use the passive reception of
"instant" daily entertainment for temporary relief from stress and handle it themselves, rather than seeking direct professional assistance.
The help-seeking platforms that consumers know are only Lifeline and Teacher Chang etc.
The usage rate of the help-seeking platform is only 10%, showing that consumers are not
accustomed to seeking the professional for help
(N=1000)
Which units or platforms for seeking consultation do you know? (choose all that apply)
Yes No
Did you use these consultation
units or platforms?
(N=1000)
10.4%
10

EOL Online Survey also indicates that another choice for some consumers to deal with stress, is “physical and mental healing
service/course” which has become a more and more heated topic recently. The result of the survey shows that the proportion of
consumers choosing “meditation/mindfulness”, “self-consultation” and “physical and mental healing service” are not as high as
the proportion of audiovisual entertainment, however, the EOL database of Social Viewing and listening System indicates that: the
response of the discussion of physical and mental healing is increasing by 154.2%, which means that the business opportunities
related to physical and mental self-healing are worth attention. Further market exploration is recommended to have advanced
analysis later via a survey of the information related to sales.
The topic “self-healing” receives a growing response
Industries related to physical and mental healing have potential business
opportunities that are worthy of attention.
Discussion response to physical and mental healing
2023-04-29
2023-05-09
2023-05-19
2023-05-29
2023-06-08
2023-06-18
2023-06-28
2023-07-08
2023-07-18
2023-07-28
2023-08-07
2023-08-17
2023-08-27
2023-09-06
2023-09-16
2023-09-26
2023-10-06
2023-10-16
2023-10-26
2023-11-05
2023-11-15
2023-11-25
2023-12-05
2023-12-15
2023-12-25
2024-01-04
2024-01-14
2024-01-24
2024-02-03
2024-02-13
2024-02-23
2024-03-04
2024-03-14
2024-03-24
2024-04-03
2024-04-13
2024-04-23
11.1%
11
meditation/
mindfulness
physical and mental
healing service
self exploration 6.2%
4.5%
Methods for consumers to relieve stress
(related to physical and mental healing)
(e.g. MBTI, Human Design)
(e.g. Tarot, Theta Healing, Hypnosis, Astrolabe)
Source: EOL Social Viewing and Listening System
Period of data collection: 2023/04/29~2024/04/30
+154.2%
(N=1000)

KEY TAKEAWAY Observation and Suggestion
Stress has become part of daily life, since rising living costs due to inflation lead to high financial pressure.
Reviewing this survey, finance, work, and health are the top three sources of concerns and stress for consumers, and
they are also fundamental elements of people's daily lives. Among them, financial status brings more pressure on
consumers compared to the other two elements, which also matches the current situation that rising living costs due to
inflation impact consumers.
“Instant” entertainment becomes the main activity for consumers to cope with stress.
Consumers tend to relieve their stress by having some daily entertainment such as listening to music, watching films,
having delicious cuisines, and watching dramas, instead of having some specific activities with the purpose of stress relief.
These "instant-effect" activities, providing immediate gratification, are the most convenient methods for consumers when
facing stress but cannot address the fundamental sources of stress.
Consumers tend to rely on existing daily entertainment methods, such as listening to music, watching movies, dining out,
and binge-watching series, rather than seeking specific activities solely for stress relief. These "instant-effect" activities,
providing immediate gratification, are the most convenient coping methods for consumers but do not address the
fundamental sources of stress.
Younger generations use diverse stress relief methods, including directly asking for a leave, while strong
generations tend to conceal stress and maintain their regular work routine.
Generally, “having delicious cuisine” is the stress relief method generally favored by all generations. The 20s have diverse
methods for stress relief such as having audiovisual entertainment, visiting social media and forums, and chatting with
family and friends. They will also ask for a leave from work or school due to a bad mood. While consumers over their 30s
tend to conceal their stress.
The use of professional help-seeking platforms/units requires promotion, and the physical and mental healing
industry has potential business opportunities worthy of attention.
Consumers still have a limited understanding of relevant information. How to enhance service promotion awaits further
consideration and planning by the government and relevant units. The response of the physical and mental healing
service and course keeps growing, indicating promising future industry prospects.
12

PART 2
Tracking Survey to New
Consuming Behaviors
• Survey to the usage ratio of new consuming behavior
• Consumer’s Hot Topics
EOL Group Survey
Effective sample size: 1,000, 20-59 years old

67%
Online Payment
25%
Subscription-based
streaming video services,
such as Netflix, iQIYI,
CatchPlay, etc.
11%
Going to gym or sports
classroom, such as
boxing, yoga, TRX,
Fitness Equipment
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?
1
Survey to the usage ratio of new consuming behavior
Subscription streaming services are decreasing.
3
Others
Upload
TikTok video
Accessing LINE
Shopping Group
Accessing
Delivery App
Use online
bank account
18% 35% 3% 27%
© Eastern Online Co., Ltd
2%
1%
2%
No change
1%
No change
1%
1%

31%
Shopping
and
Discount
32%
Hot Topics Among Consumers in April
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in April ?
2
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (April 2024)
Apr.
*Sorted according to the proportion of April.
Mar. 48%
Food
and
Dining
48%
25%
Drama
27%
Internatio
nal Issues
18%
18%
19%
Economic
Development
18% 23%
Politics
18%
19%
Culinary
19%
41%
Investment
and
Financial
Management
44%

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※ Do not cite, distribute, reprint, copy, and/or reproduce any
and/or all parts of the data and/or figures in this Document without
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Amanda Li / VGM #806
Grace Su / VGM #818
Casper Wang / Director #817
Email：amanda@isurvey.com.tw
Email：graceting@isurvey.com.tw
Email：casper@isurvey.com.tw
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Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf

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Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf