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2023
Snapshot of TW Consumer
Behaviors December 2023
The focus of data:
 2024 Lifestyle Trends Conference Highlights
 Spring Festival Gifting Consumer Behavior Analysis (2024 E-ICP Data Base)
 New consuming behavior following up
Releases on December 28, 2023
東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會
精華焦點
精華分享
EOL Group
2024
Lifestyle Trends Conference
Act as Alice in Wonderland—to find her own way
Accommodating the changing economic environment,
having the outfit consumption Highlights
東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會
Values of Taiwanese consumers are transforming in
multifaced, with both price hikes and revenge
spending happening simultaneously.
In the consumption trends of 2024, there will be a
shift from indoor to outdoor activities, and a
transition from concerns about health to concerns
about the economy.
--- Paul H.S. Tsai / CEO of EOL Group
(2024 consumption trends & Imagination of the
future consumer)
EOL Group 2024
Lifestyle Trends Conference
Change of Taiwan’s social emotions:
main factors are the stock market and health
48%
42%
54%
Based on EOL weekly tracking, the main factors that affect Taiwan’s social emotions are the stock market and health.
With the easing of the pandemic, the feelings of “depression” and “anxiety” have gradually receded, while a
feeling of stabilization comes back, and the joyfulness during the festive season has increased.
0%
10%
20%
30%
40%
50%
0607
0628
0719
0809
0830
0920
1012
1101
1122
1213
0103
0124
0221
0314
0404
0425
0516
0606
0627
0718
0808
0829
0919
1010
1031
1121
1212
0102
0130
0220
0313
0403
0424
0515
0605
0626
0717
0807
0828
0918
1009
1030
Feelings of the last week (choose all apply)
Anxious
Joyful
Depressed
Stabilized
2021 2022 2023
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey
1
© Eastern Online Co., Ltd.
6%
9%
29%
44%
8%
2%
1%
增
加
超
過
21%
增
加
11%-20%
增
加
6%-10%
相
同
(
+-5%
以
內
)
減
少
6%-10%
減
少
11%-20%
減
少
超
過
21%
Change on spending %
2020年3/2月 2020年4/3月 2021年5/4月 2023年11月
Change in the overall spending: Nearly 30% of
consumers have increased their spending by 10%
48%
54%
The overall spending of Taiwanese consumers have a significant increase in 2023,
and the price hikes and revenge spending could be the influence factors, which need to be observed continually.
In addition, the 20s tend to have deflating consumption, while the 40s have the highest consuming capacity
among all the generations.
-1.20% -1.20% -2.80% -0.80%
-13.2%
-8.4% -5.6%
-5.6%
-2.0%
-0.4% -1.6%
-1.2%
8.4% 9.2% 8.8% 7.6%
27.6%
29.6%
36.0%
32.8%
6.8%
5.6%
4.8%
8.8%
-20%
-10%
0%
10%
20%
30%
40%
50%
20代 30代 40代 50代
增加超過21%
增加6%-10%
增加11%-20%
減少超過21%
減少6%-10%
減少11%-20%
Generations’ Change in spending
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (November 2023
2
Mar./Feb. 2020 Apr./Mar. 2020 May/Apr. 2021 Nov. 2023
Reduced
by over
21%
Reduced
by 11%-
20%
Reduced
by 6%-
10%
Remained
(less than
+-5%)
Increased
by 6%-
10%
Increased
by 11%-
20%
Increased
by over
21%
Reduced by over
21%
Reduced by 11%-
20%
Reduced by 6%-10%
Increased by 6%-
10%
Increased by 11%-
20%
Increased by
over 21%
© Eastern Online Co., Ltd.
20s 30s 40s 50s
©東方線上股份有限公司
APP consumption Era:
from “over connection” to “choice and trade-off”
48%
42%
54%
The usage rate of APP presents its popularization in consumers’ lives, however, the function of APP that consumers rely
on has a qualitative change.
The usage rate of "enterprise service apps" has kept rising over the past five years, which reaches 77.6% this year. However,
consumers have started to make choices from the aspect of functions: the acquisition of "discount coupons" and the usage
rate of "earning rewards points functions" have increased. Meanwhile, the usage rates of functions like "purchase products
and services," "search store maps," and "search product catalogs" have all declined.
0
10
20
30
40
50
60
2019 2020 2021 2022 2023
獲取折扣券 購買商品或服務
搜尋門市位置與地圖 搜尋商品目錄
集點功能
98.9 99.7 99.9 99.9 99.9
71.1
42.9
49.0
69.9
72.2
75.4
77.6
40
60
80
100
2019 2020 2021 2022 2023
最近一個月有使用APP
最近一個月有下載APP
有使用企業服務APP
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2010-2024
Current usage of APP
3
© Eastern Online Co., Ltd.
Use APP in the last month
Download APP in the last month
Use the enterprise service APP
Receive discount coupons Purchase products and services
Search store positions and maps Search product catalogs
Earn rewards points
26.6%
18.4%
25.9%
20.6%
24.2%
21.4%
25.0%
17.6%
23.5%
20.3%
26.1%
25.1%
19.6%
24.9%
26.8%
23.9%
25.8%
28.0%
30.1%
26.7%
29.5%
26.7%
16%
18%
20%
22%
24%
26%
28%
30%
32%
4
月
5
月
6
月
7
月
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月 9
月
10
月
2019 2020 2021 2022 2023
Tendency of social media connection for Generation Z:
have multicore management on social media
Observed from the behavior in social media, Gen Z has multicore management
on social media, while short video and direct interaction are the tendency.
When searching for entertainment and meals, Gen Z starts from Xiaohongshu
and Instagram with visual images and extends the search with #hashtag. Gen Z
also tends to use Podcast as the learning method, listening while doing other
affairs.
6.9%
5.6%
6.0% 6.1%
6.9% 6.9% 7.1%
8.7%
7.4%
8.0%
7.0%
8.5%
8.7%
9.6%
10.6%
8.7%
9.6%
5%
6%
7%
8%
9%
10%
11%
6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月
2022 2023
6.6%
10.6%
14.9%
14.0%
19.3%
19.6%
14.3%
19.8%
22.4%
20.0%
21.8%
24.2%
22.0%
24.2%
22.7%
5%
10%
15%
20%
25%
30%
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月
9
月
10
月
11
月
12
月
1
月
2
月
3
月
4
月
5
月
6
月
7
月
8
月
9
月
10
月
2020 2021 2022 2023
Post Stories on Instagram
Use Xiaohongshu
Listen to podcast
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey
4
© Eastern Online Co., Ltd.
東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會
The current consumers have already gotten ready to face
any kinds of changes.
Everyone gets used to the long-term inflation, and will still
have consumption if necessary.
Since things always change, people feel negative about the
long-term future,
Just the same as Alice, who doesn’t want to run anymore but
observes the environment calmly.
--- Bei Lien-Ti, Distinguished Professor of NCCU
Department of Business Administration
(Observing the change calmy, Enjoying the current day Alice
who doesn’t want to run 2024 Analysis of consumer data〉
EOL Group 2024
Lifestyle Trends Conference
EOL Group 2024
Lifestyle Trends Conference
Comparison of pre-pandemic lifestyle and post-
pandemic lifestyle: Spending on dining out
0
50
100
150
200
250
300
早餐 早午餐 午餐 下午茶 晚餐 宵夜
2020 2021 2022 2023
0
50
100
150
200
250
300
早餐 早午餐 午餐 下午茶 晚餐 宵夜
2020 2021 2022 2023
In 2023, consumers' average spending per meal increased by over 30% compared to the previous year,
and when compared to the pre-pandemic year of 2020, average spending per meal has increased by over 50%.
Consumer spending on meals on weekdays $ Consumer’s spending on meals on weekends $
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2021-2024
1
© Eastern Online Co., Ltd.
Breakfast Brunch Lunch Afternoon tea Dinner Midnight snack Breakfast Brunch Lunch Afternoon tea Dinner Midnight snack
Change of shopping mode: the frequency of
online shopping increased year by year
0
2
4
6
8
10
12
14
16
全體 13-19歲 20-29歲 30-39歲 40-49歲 50-59歲 60-64歲
Frequency of online shopping in the last year
2020 2021 2022 2023
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
全體 13-19歲 20-29歲 30-39歲 40-49歲 50-59歲 60-64歲
Frequency of online shopping in the last three months
2020 2021 2022 2023
During the pandemic period, the frequency of online shopping for consumers has increased year by year, and now,
the strong generation feels convenient about online shopping and has developed it as a new shopping habit.
Even though the pandemic period has passed away, the elderly still use online shopping from time to time, while,
physical shopping still cannot be replaced.
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2021-2024
2
© Eastern Online Co., Ltd.
Whole 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o 60-64 y.o.
Whole 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o 60-64 y.o.
Effectiveness observation of the promotions:
Double 11 shopping festival VS department stores’
anniversary
15.2%
40.8%
18.4%
24.1%
38.5%
27.8%
18.3%
4.9%
5.9%
1.5%
3.7% 0.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
電商雙11 百貨周年慶
10次以上
6-9次
4-5次
2-3次
1次
沒有
15.2%
26.0%
22.1%
22.9%
27.6%
19.5%
19.1% 16.5%
9.7% 8.7%
4.8% 4.7%
1.5% 1.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
電商雙11 百貨周年慶
50,001元以上
20,001-50,000元
10,001-20,000元
5,001-10,000元
2,001-5,000元
2,000元以內
0元
Frequency of shopping Spending amount
Double 11 shopping festival is not as popular as it was before, but it still has a significant promotional effect.
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (November 2023)
3
© Eastern Online Co., Ltd.
Double 11
shopping
festival
Double 11
shopping
festival
Department
stores’
anniversary
Department
stores’
anniversary
More than 10 times
6-9 times
4-5 times
2-3 times
1 time
None
More than NTD 50,001
NTD 20,001-20,000
NTD 10,001-20,000
NTD 5,001-10,000
NTD 2,001-5,000
Less than 2,000
NTD 0
“Shallow economy” with “self-care consumption”
-Though with the financial stress, consumption for loving themselves is still necessary.
72.4 69.7
75.5 77.2 77.3
0
10
20
30
40
50
60
70
80
90
100
2019 2020 2021 2022 2023
86.8 84.4
77.3
66.7 69.3
0
20
40
60
80
100
20-29歲 30-39歲 40-49歲 50-59歲 60-64歲
Consumers observe the change in environment calmly, and feel numb to the long-term inflation. People prefer the “shallow economy”, focusing on
the enjoyment of life, seizing the current days but not thinking of the long-term future life.
Furthermore, consumers are more willing to invest in their appearance, while taste and sensory experiences are on the rise again. Taking care of
oneself, known as the 'self-economy,' has become mainstream. The trend of self-care consumption has remained high for two consecutive years,
with younger generations showing a greater inclination for self-care. This year, the gender gap in self-care consumption has reached a new low,
with the proportion of women surpassing men’s by 6%. This shows a rise in male consumer spending, breaking from the usual trend of around a
20% difference.
I will buy gifts for myself and love myself from time to time
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2020-2024
4
© Eastern Online Co., Ltd.
20-29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o 60-64 y.o.
東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會
There are no permanently faithful consumers;
when faced with the pressure of high prices or
the allure of low-cost channels, consumers will
shift. It's like walking on quicksand. Brand
managers need to pay attention to signals and
respond quickly.“
-- Grace Su, Director of EOL Group
(2020 Summary of the Trends of Retails
Consumption in Taiwan and the Consumer
Reaction under the Stress of Living Cost)
EOL Group 2024
Lifestyle Trends Conference
EOL Group 2024
Lifestyle Trends Conference
Observation of Sales amount from E-invoice 1:
Electronic shopping and physical shopping are not in competition
but in mutual benefit
Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2020-September 2023
9,337 9,432 9,321
10,162
11,256
1,466
1,709
2,038
2,191 2,240
0
500
1000
1500
2000
2500
0
2000
4000
6000
8000
10000
12000
Y19Q3 Y20Q3 Y21Q3 Y22Q3 Y23Q3
綜合商品零售業 電子購物
Unit: 100 million NTD
Source: Ministry of Economic Affairs, R.O.C., September 2023; Graph
made by EOL Group
Note: Comprehensive product retail refers to department stores, convenience stores, supermarkets, and
hypermarkets
Market scale in the last 5 years
Electronic shopping and physical shopping grow concurrently,
which is not in zero-sum game nor direct competition.
99.4% 99.3% 99.6% 99.8%
72.7%
77.9%
83.0%
86.5%
50%
60%
70%
80%
90%
100%
Y20Q3 Y21Q3 Y22Q3 Y23Q3
綜合商品零售 網路購物
Penetration of consumers’ purchase %
$30,351 $34,114 $37,714 $42,036
$18,171
$22,301 $22,960
$27,125
$-
$20,000
$40,000
$60,000
$80,000
Y20Q3 Y21Q3 Y22Q3 Y23Q3
綜合商品零售 網路購物
+12%
+11% +11%
+23%
+3% +18%
Average cumulative consumption amount per person
1
© Eastern Online Co., Ltd.
Comprehensive
product retail
Online shopping
Online shopping
Comprehensive
product retail
Comprehensive
product retail
Online shopping
Observation of Sales amount from E-invoice 2:
The e-commerce market is undergoing a qualitative
transformation, with Coupang joining the battlefield
Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2020-September 2023
15.7%
23.5%
53.7%
60.2%
$432
$392
$427
$658
0
100
200
300
400
500
600
700
0%
10%
20%
30%
40%
50%
60%
70%
YTD20Q3 YTD21Q3 YTD22Q3 YTD23Q3
Penetration rate% Order of values (NTD)
Shopee in Changes of order of values in the last 4 years
Users of Shopee continue to expand
And its order of value increases
significantly.
$1011
3.6%
Penetration rate%
Order of values
(NTD)
60.2%
51.7%
21.7%20.5%
12.0%
8.1%
4.9% 3.6% 3.3% 3.2%
0%
10%
20%
30%
40%
50%
60%
70%
Shopee
MOMO
Shop
PChome
91APP
Books
YAHOO
Etmall
Coupang
Watsons
(online
shop)
Koubrothers
YTD20Q3 YTD21Q3 YTD22Q3 YTD23Q3
Coupang has held a place in the penetration of consumption in 23Q3
Among the SKU
of the top 100
sales amount,
35% of them are
infant formula
23% of them are
baby diaper
2
© Eastern Online Co., Ltd.
Observation of Sales amount from E-invoice 3:
Order of values of many comprehensive product retailers
decreases, and only department stores have an increase.
$113 $292
$1,377
$362 $552
$877
$3,336
$110 $283
$1,290
$319 $522
$907
$2,615
-2.1% -3.3%
-6.3%
-12.0%
-5.5%
3.4%
-21.6%
-25%
-20%
-15%
-10%
-5%
0%
5%
0
500
1000
1500
2000
2500
3000
3500
4000
Convenience
store
Supermarket/
Fisheries
Agency
Hypermarket
Stationery
store/
Hardware
store/
Grocery
store
Personal
supplies
store/
Pharmacy
Department
store/
shopping
mall
Electronics/information
YTD22Q3 YTD23Q3 Ratio of comparison %
The phenomenon of purchasing once has disappeared, with times of consumption
increasing and order of value decreasing.
Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2022-September 2023
3
© Eastern Online Co., Ltd.
Observation of Sales amount from E-invoice 3:
Department store channel gets rid of the negative
influence of the pandemic and flourish
Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2020-September 2023
Return
the glory
0
500
1000
1500
2000
2500
3000
3500
Y00Q3
Y01Q3
Y02Q3
Y03Q3
Y04Q3
Y05Q3
Y06Q3
Y07Q3
Y08Q3
Y09Q3
Y10Q3
Y11Q3
Y12Q3
Y13Q3
Y14Q3
Y15Q3
Y16Q3
Y17Q3
Y18Q3
Y19Q3
Y20Q3
Y21Q3
Y22Q3
Y23Q3
Convenience store Department store
The last time department
stores surpassed
convenience stores in the
market scale was in 2016.
Viewing the market scale of the
comprehensive product retail in recent years,
Most convenience stores have a larger scale
than that of department stores,
However, department stores have regained the
top one in the market scale in 2023.
Source: Ministry of Economic Affairs, R.O.C.,
September 2023; Graph made by EOL Group
Department
store
Penetration%
Order of
value (NTD)
Consumption
times
YTD20Q3 78.7% $680 16
YTD21Q3 76.8% $800 16
YTD22Q3 80.9% $877 18
YTD23Q3 86.5% $907 21
Multiple parties have mutual benefits which
increase the sales amount of the department store
Observation BY EOL: The penetration, order of
values, and consumption times of department
stores are all increasing
 More new channels added in, opening new stores
(such as Lalaport, MITSUI)
 International luxury brands have raised their prices
 Foreign tourists gradually come
 Catering brings more passenger flow
 Mask restriction being lifted makes the increase in
the sales of cosmetics
Unit: 100 million NTD
4
© Eastern Online Co., Ltd.
東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會
EOL Group 2024
Lifestyle Trends Conference
(left) Paul H.S. Tsai, CEO of EOL Group
Japan Yutaka Ebina, Vice Director of Information Industry Division of Itochu Corp.
Korea In-Su Choi, President of Embrain
Japan Fumiaki Kishihara, Host of international research of MACROMILL
Shanghai Hsu Pai Wei, Director of EOL Strategy
EOL Group 2024
Lifestyle Trends Conference
Paul H.S. Tsai, CEO of EOL Group:
Throughout the markets of Northeast Asia, from Korea and Japan
to the Chinese, though gradually emerging from the negative
influence of the pandemic, the consumer market has not fully
recovered. Every country's younger generation is also facing the
pressure of the cost of living. The trends in consumer behavior in
Northeast Asia are closely linked to the business development of
Taiwan, which is also a trend that EOL keeps tracking.
Korea: The main kinds of consumption are based on
cost-effectiveness and frugal finance
In the face of continual inflation, weak exports deteriorating
corporate performance, low growth and economic recession in
Korea, consumers feel the skyrocketing prices. “Cost-effective
consumption” and “frugal finance” have become the main
trends in consumption.
The keyword of Gen Z in Korea changed from “flexible
consumption” in 2021 to “No spend challenge” in 2022. In
2023, the keyword changed to “beggars chat groups” which
means that anonyms gather in the online chat groups, sharing
their consumption habits and spending statements, providing
advice to each other, and having self-deprecating together.
The “beggars chat groups” indicate that Korean consumers have
a negative attitude to the economy and have strict management
and conservative planning in spending.
Source: EOL 2024 Lifestyle Trends Conference
1
Korea In-Su Choi, President of Embrain
(Korea’s Trends in Consumption in 2023 The
change in Trends of Consumption in Korea
with Continual Inflation and Skyrocketing
Prices)
© Eastern Online Co., Ltd.
Japan: with more severe international tensions,
2024 will be the year as a litmus test
In the face of more severe international tensions, Yutaka Ebina, Vice Director of
Information Industry Division of Itochu Corp. in Japan, shared insights into the
Japanese economy. From a broad perspective, Japan has experienced a surge in the
stock market due to Warren Barrett's investments. The yen weakness and the
recovery of human traffic have contributed to strong performance in certain
industries. The revival of overseas tourists has further stimulated domestic
consumption, especially in the high-end goods sector.
Source: EOL 2024 Lifestyle Trends Conference
2
Japan Yutaka Ebina, Vice Director of Information Industry Division of Itochu Corp.
(Japan's Economy in the Face of More Severe International Tensions)
Fumiaki Kishihara, Host of international research of MACROMILL, analyses the changes
in Japanese consumer behavior based on long-term tracking data. The Japanese
economy, severely affected by the pandemic, began to recover in 2022. However,
current consumption patterns and emotions of consumers have not yet returned to the
states of pre-pandemic. Recently, the Japanese economy has faced another downturn,
with wages failing to keep up with post-2022 inflation rates. People are becoming
more frugal, and feel anxious about the future. To break the prevailing sense of
economic constraint, 2024 will be the year as a litmus test for Japan's future.
Japan Fumiaki Kishihara, Host of international
research of MACROMILL
(Real of Japan Residents and Prospect to 2024)
© Eastern Online Co., Ltd.
Three major trends in China: precise demand, new
aesthetic of China, new healing consumption
Consumers in China have less confidence because of the negative population
growth, persistent low CPI, rising unemployment rate, supply-demand imbalances
caused by the US-China trade war, as well as the disruption of a three-year rhythm
due to the pandemic.
Hsu Pai Wei, Director of EOL Strategy, summarized three major trends in China's
consumption: precise product demand, unique aesthetics of China, and new
healing consumption.
Since consumers are unwilling to spend unnecessarily, a trend for specialized
consumption with appropriate cost-effectiveness is coming out. In the current era of
full information bringing benefits to consumers, the products being affordable is
basic; while unique value is what attracts consumers. The imbalance in the
international supply chain has led consumers to rediscover the beauty of old cultures,
complemented by the technological and perspective contributions of Gen Z, creating
a new aesthetic of China. In addition, the 'new healing consumption era,' where
people are willing to spend for personal beliefs, is emerging. From leisure fishing
activities to gambling, and even the next generation's education, there is a tendency
towards more relaxed and self-indulgent pursuits.
Source: EOL 2024 Lifestyle Trends Conference
3
Shanghai Hsu Pai Wei, Director of EOL Strategy
(Observing the uncertainty: Development Trends of
Consumption in Living, live, and Vitality in China)
© Eastern Online Co., Ltd.
PART 2
Spring Festival is Coming,
Gifting for Presenting Goodwill
2024 E-ICP Data Base
Spring Festival Gifting
Consumer Behavior Analysis
EOL Group/E-ICP Eastern Integrated Consumer Profile
Effective Sample: 2,000 samples
Research Subject: Men and women at the age of 13~64
Sampling Method: Stratified sampling (select 56 main cities and use quota sampling based on the age and gender ratio)
Interview Method: Door-to-door Interview
Sampling Error: With a confidence level of 95%, the sampling error is ± 2.19%
67.8
Spring
Festival
(Lunar
New
Year)
Birthday
Mothers’
Day
Fathers’
Day
Mid-Autumn
Festival
Dragon
Boat
Festival
Valentine's
Day
Wedding
Anniversary
Christmas
New
Year
(12/31)
None
Whole (N=2000)
13-29Y(N=516)
30-49Y(N=862)
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2024
1
Nearly 70% of consumers send gifts on Spring Festival to present goodwill
The 30s and 40s send gifts most, who will send the gifts at every festival.
Spring Festival is coming, do you consume for gift-giving? Based on the E-ICP data, the Spring Festival (Lunar New Year) is the Festival when most consumers (67.8%) give gifts for
celebration. Courtesy costs nothing but brings lots of business opportunities. In addition to Spring Festival, the other best timings for gifting-giving are birthdays, mothers’ day, and
fathers’ day.
The 30s and the 40s have a higher proportion of gift-giving celebrations during various festivals than the overall average, who are the main consumer groups for “expressing
goodwill at any time”,
Consumers aged 50-64 have gift-giving behavior around the Chinese New Year, Mid-Autumn Festival, and Dragon Boat Festival. The strong generation tends to give gifts at specific
times, following the traditional three festivals, and is more generous in doing so.
Festival with gift-giving in the last year
© Eastern Online Co., Ltd.
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2020-2024
2
The amount of cash gifts for the Spring Festival
increases year by year
45% of consumers give gifts with more than NTD 5,000
According to the Trends observation of EOL E-ICP Eastern Integrated Consumer Profile, the amount of gifts for the Spring Festival in the past 4 years has increased
year by year, while the average amount has reached NTD5,347 in 2023 Spring Festival, which is NTD 851 higher compared to that in 2020. The proportion of
consumers who give gifts with over NTD 5,000 is also increasing year by year, which comes to 45.8% in 2023, 17.0% higher than that in 2020. The business
brought by gift-giving at Spring Festival does not retrogress due to the 3-year pandemic period, but with more willingness and action from consumers.
To have a further analysis of those consumers who give gifts with more than NTD 5,000, it is realized that these groups of consumers are, mainly the males aged
30-49 in Northern Taiwan, engaging in professional technique/business, and they present their goodwill via gift.
Change of amount of gifts and the number
of people each year at Spring Festival
$5,347
45.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
4000.0
4200.0
4400.0
4600.0
4800.0
5000.0
5200.0
5400.0
5600.0
2020 2021 2022 2023
Amount of gifts at Spring Festival
The number of people giving gifts with…
+851元
The average
amount of gifts
+17.0%
The number of people giving
gifts with more than NTD 5,000
Change of amount of cash gifts and the
number of people compared with that of 2020
Consumer Profile for those who
give gifts with more than NTD 5,000
30-49 y.o.
Males have a
higher
proportion
69% of them are in
Northern Taiwan
Engage in professional
technique/ business
Prefer to have a walk
and watch drama
Love music as well
© Eastern Online Co., Ltd.
Money/red
packet
Snacks
(e.g.
sweets,
cookies)
Groceries
and
dry
food
Fruit
Meat
products
(e.g.
sausages,
jerkies)
Tonic
drinks
(e.g.
chicken
essence,
cubilose)
Alcohol
Tea
Pastries
(e.g.
moon
cake)
Clothing/accessories
Healthy
food
Online
stickers
Chocolate
Shoes
Travel/accommodation
vouchers
Whole (N=1356) 13-29Y(N=166)
30-49Y(N=693) 50-64Y(N=497)
Source: EOL Group Eastern Integrated Consumer Profile (EICP)2024
3
Over 70% of consumers directly give red packet
The 50s prefer to give “snacks and dry food” as gifts
What are consumers' favorite gifts for the Spring Festival? 74.3% of consumers still prefer to give 'money/red envelopes, “followed by 'snacks”, “groceries and dry food”, and
“fruit” respectively.
Giving red packets remains the priority for consumers to express their goodwill during the Spring Festival, bringing business opportunities for the overall market. From the
perspective of generation, consumers in the 50s prefer giving “food as gift” during the Spring Festival, including “snacks”, “groceries and dry food”, “fruit”, and “tea”.
The middle generation and the strong generation still have “Food is prevalent.” as the thought of celebrating the festival, who think that various types of food are
considered valuable gifts.
48%
74.3% Gifts at Spring Festival (Lunar New Year)
© Eastern Online Co., Ltd.
Source: EOL Group Eastern Integrated Consumer Profile (EICP)2024
4
Valentine's Day is the day for male losing money
The average amount for gifting is NTD3,662
After the Lunar New Year, Valentine's Day is just around the corner. Data from the EOL E-ICP Eastern Integrated Consumer Profile shows the significant contribution of men during
Valentine's Day. During Valentine's Day, male consumers are the main contributors to gift-giving (67%), with an average gift amount of NTD 3,662. Both in terms of the
proportion of people who give gifts and the amount of consumption, men's proportion far exceeds women's. Consumers in Northern Taiwan have a higher proportion of
celebrating Valentine's Day. The top choices for gifts are “flowers”, followed by “clothing/accessories” and “skincare products/cosmetics/perfume” respectively. Interestingly,
there are differences in gift choices due to gender: men tend to give more “flowers” and “skincare products/cosmetics/perfume”, while women prefer to give
“clothing/accessories” and “shoes”. It indicates that women contribute to men's appearance with 'partner styling consumption', which implies that 'female buyers of men's
accessories' should not be ignored.
Gifts on Valentine’s Day
67% 33%
Male Female
The amount for gifting and consumer profiles on Valentine’s Day
NTD3,662 NTD2,381
60% in Northern
Taiwan
Flowers
Clothing/accessories
Skincare
products/cosmetics/perf
ume
Chocolate
Cake
Handmade
card
Shoes
Golden
accessories/jewelry
Travel/accommodation
vouchers
Other
electronic
products
Whole (N=131)
Male (N=88)
Female (N=43)
© Eastern Online Co., Ltd.
KEY TAKEAWAY Observation and Suggestion
5
“Festival brings business opportunities”, due to different generations having different preferences, “creativity”
and “classical” are opportunities.
The 30s and the 40s are the main consumer groups for “expressing goodwill at any time”, who have a higher proportion
of gift-giving celebrations during various festivals than the overall average. Brands should think of the meanings of
creativity in gift marketing, which will help bring business opportunities at any festival.
Amount of gifts on Spring Festival increased year by year, the 50s preferred giving food as gifts on Spring Festival
The amount of gifts for the Spring Festival in the past 4 years has increased year by year, while the average amount has
reached NTD5,347 in the 2023 Spring Festival. Over 70% of consumers directly give red packets while the 50s prefer to
give “snacks and dry food” as gifts. The Spring Festival (Lunar New Year) is the Festival when most consumers (67.8%)
give gifts for celebration, and more consumption happened during this period compared to the pandemic period.
Viewing the business opportunities of Valentine's Day, more male consumers “present their love via gifts”
Male consumers are the main contributors to gift-giving (67%), with an average gift amount of NTD 3,662.Both in terms
of the proportion of people who give gifts and the amount of consumption, men's proportion far exceeds women's.
Analyzing from the aspect of items of gift-giving, it can be seen that the business opportunities brought by “partner
styling” by women have great potential.
Source: EOL Group Eastern Integrated Consumer Profile (EICP)2024 © Eastern Online Co., Ltd.
PART 3
Tracking Survey to New
Consuming Behaviors
• Survey to the usage ratio of new consuming behavior
• Consumer’s Hot Topics
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000, 20-59 years old
3
67%
Online Payment
Trying out cleaning products of
unfamiliar brands (22%), I would
like to try it out even having
never heard of it before(10%)
18%
Purposeful diet control
behaviors
30%
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
Upload TikTok video
Accessing LINE
Shopping Group
Accessing Delivery App
1
2%
No change
Utilization Survey to New Consumer Behaviors
More decline in the utilization of Delivery platform
1%
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (December 2023) © Eastern Online Co., Ltd.
2%
1%
1%
1% 2% 1%
36%
Investment
and
Financial
Management
38%
37%
Shopping
and
Discount
37%
Hot Topics Among Consumers in December
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in December?
2
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (December 2023)
Dec.
*Sorted according to the proportion of November
Nov. 50%
Food
and
Dining
51%
28%
Politics
30%
28%
Drama
28%
Internatio
nal Issues
25%
21%
20%
Economic
Development
20% 21%
Culinary
21%
© Eastern Online Co., Ltd.
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
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
400
attendees
200
companies
Integrated
Platform
Teams and Experts
from Diverse Fields
Precise Marketing
Proposals
E-ICP Marketing Database
The Online Survey Database with 200,000
Registered Members
Offline Qualitative and Quantitative Survey
Teams with Advertisement and Industrial
Experience composed of Experts from fields
including:
1. Trend Study 2. Communication
3. Brand Marketing
4. Consumer Behaviors
The presentation of the research results can
offer effective and feasible strategic
proposals.
The integrated marketing and communication
service could be offered using resources of
the Group
E-ICP Marketing Database
E-ICP System
E-ICP e-Yearbook
Research Report on Top 10 Lifestyles in Taiwan
Trend Report on Elders
Project Research
Qualitative
Focus Group Interview
One-on-one In-depth Interview
Quantitative (online & offline)
Online Survey/Telephone Interview/Interview
at Households
Central Location Test (CLT)
Integrated Big Data Analysis Services
Database for Sales Volumes from all Channels
EOL Social Viewing and Listening System
Modeling of Prediction Model for Consumer Purchase Behaviors
Trend Reports
Customized reports
Workshop for Creation of Business Opportunities
Consultancy Service for Brands and Trends
Advantages
Services
Advantages and Services of
EOL Consumer Research Team
Three Major Features of EOL Consumer Research Team
Consumers Database
1 2 Project Research 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
Eastern Online Co., Ltd.,7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
※ 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
Amanda Li / VGM #806
Grace Su / Director #818
Casper Wang / Director #817
Email:amanda@isurvey.com.tw
Email:graceting@isurvey.com.tw
Email:casper@isurvey.com.tw
【Contacts for Business Cooperation】
Eastern Online Co., Ltd.:+886-2-2706-4865
Marketing Director Singing Wen #816
Research Director Hueimin Shih #807
【 Press Contact 】

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

  • 1. 2023 Snapshot of TW Consumer Behaviors December 2023 The focus of data:  2024 Lifestyle Trends Conference Highlights  Spring Festival Gifting Consumer Behavior Analysis (2024 E-ICP Data Base)  New consuming behavior following up Releases on December 28, 2023
  • 2. 東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會 精華焦點 精華分享 EOL Group 2024 Lifestyle Trends Conference Act as Alice in Wonderland—to find her own way Accommodating the changing economic environment, having the outfit consumption Highlights
  • 3. 東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會 Values of Taiwanese consumers are transforming in multifaced, with both price hikes and revenge spending happening simultaneously. In the consumption trends of 2024, there will be a shift from indoor to outdoor activities, and a transition from concerns about health to concerns about the economy. --- Paul H.S. Tsai / CEO of EOL Group (2024 consumption trends & Imagination of the future consumer) EOL Group 2024 Lifestyle Trends Conference
  • 4. Change of Taiwan’s social emotions: main factors are the stock market and health 48% 42% 54% Based on EOL weekly tracking, the main factors that affect Taiwan’s social emotions are the stock market and health. With the easing of the pandemic, the feelings of “depression” and “anxiety” have gradually receded, while a feeling of stabilization comes back, and the joyfulness during the festive season has increased. 0% 10% 20% 30% 40% 50% 0607 0628 0719 0809 0830 0920 1012 1101 1122 1213 0103 0124 0221 0314 0404 0425 0516 0606 0627 0718 0808 0829 0919 1010 1031 1121 1212 0102 0130 0220 0313 0403 0424 0515 0605 0626 0717 0807 0828 0918 1009 1030 Feelings of the last week (choose all apply) Anxious Joyful Depressed Stabilized 2021 2022 2023 EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey 1 © Eastern Online Co., Ltd.
  • 5. 6% 9% 29% 44% 8% 2% 1% 增 加 超 過 21% 增 加 11%-20% 增 加 6%-10% 相 同 ( +-5% 以 內 ) 減 少 6%-10% 減 少 11%-20% 減 少 超 過 21% Change on spending % 2020年3/2月 2020年4/3月 2021年5/4月 2023年11月 Change in the overall spending: Nearly 30% of consumers have increased their spending by 10% 48% 54% The overall spending of Taiwanese consumers have a significant increase in 2023, and the price hikes and revenge spending could be the influence factors, which need to be observed continually. In addition, the 20s tend to have deflating consumption, while the 40s have the highest consuming capacity among all the generations. -1.20% -1.20% -2.80% -0.80% -13.2% -8.4% -5.6% -5.6% -2.0% -0.4% -1.6% -1.2% 8.4% 9.2% 8.8% 7.6% 27.6% 29.6% 36.0% 32.8% 6.8% 5.6% 4.8% 8.8% -20% -10% 0% 10% 20% 30% 40% 50% 20代 30代 40代 50代 增加超過21% 增加6%-10% 增加11%-20% 減少超過21% 減少6%-10% 減少11%-20% Generations’ Change in spending EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (November 2023 2 Mar./Feb. 2020 Apr./Mar. 2020 May/Apr. 2021 Nov. 2023 Reduced by over 21% Reduced by 11%- 20% Reduced by 6%- 10% Remained (less than +-5%) Increased by 6%- 10% Increased by 11%- 20% Increased by over 21% Reduced by over 21% Reduced by 11%- 20% Reduced by 6%-10% Increased by 6%- 10% Increased by 11%- 20% Increased by over 21% © Eastern Online Co., Ltd. 20s 30s 40s 50s
  • 6. ©東方線上股份有限公司 APP consumption Era: from “over connection” to “choice and trade-off” 48% 42% 54% The usage rate of APP presents its popularization in consumers’ lives, however, the function of APP that consumers rely on has a qualitative change. The usage rate of "enterprise service apps" has kept rising over the past five years, which reaches 77.6% this year. However, consumers have started to make choices from the aspect of functions: the acquisition of "discount coupons" and the usage rate of "earning rewards points functions" have increased. Meanwhile, the usage rates of functions like "purchase products and services," "search store maps," and "search product catalogs" have all declined. 0 10 20 30 40 50 60 2019 2020 2021 2022 2023 獲取折扣券 購買商品或服務 搜尋門市位置與地圖 搜尋商品目錄 集點功能 98.9 99.7 99.9 99.9 99.9 71.1 42.9 49.0 69.9 72.2 75.4 77.6 40 60 80 100 2019 2020 2021 2022 2023 最近一個月有使用APP 最近一個月有下載APP 有使用企業服務APP Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2010-2024 Current usage of APP 3 © Eastern Online Co., Ltd. Use APP in the last month Download APP in the last month Use the enterprise service APP Receive discount coupons Purchase products and services Search store positions and maps Search product catalogs Earn rewards points
  • 7. 26.6% 18.4% 25.9% 20.6% 24.2% 21.4% 25.0% 17.6% 23.5% 20.3% 26.1% 25.1% 19.6% 24.9% 26.8% 23.9% 25.8% 28.0% 30.1% 26.7% 29.5% 26.7% 16% 18% 20% 22% 24% 26% 28% 30% 32% 4 月 5 月 6 月 7 月 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 2019 2020 2021 2022 2023 Tendency of social media connection for Generation Z: have multicore management on social media Observed from the behavior in social media, Gen Z has multicore management on social media, while short video and direct interaction are the tendency. When searching for entertainment and meals, Gen Z starts from Xiaohongshu and Instagram with visual images and extends the search with #hashtag. Gen Z also tends to use Podcast as the learning method, listening while doing other affairs. 6.9% 5.6% 6.0% 6.1% 6.9% 6.9% 7.1% 8.7% 7.4% 8.0% 7.0% 8.5% 8.7% 9.6% 10.6% 8.7% 9.6% 5% 6% 7% 8% 9% 10% 11% 6月 7月 8月 9月 10月 11月 12月 1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 2022 2023 6.6% 10.6% 14.9% 14.0% 19.3% 19.6% 14.3% 19.8% 22.4% 20.0% 21.8% 24.2% 22.0% 24.2% 22.7% 5% 10% 15% 20% 25% 30% 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 11 月 12 月 1 月 2 月 3 月 4 月 5 月 6 月 7 月 8 月 9 月 10 月 2020 2021 2022 2023 Post Stories on Instagram Use Xiaohongshu Listen to podcast EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey 4 © Eastern Online Co., Ltd.
  • 8. 東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會 The current consumers have already gotten ready to face any kinds of changes. Everyone gets used to the long-term inflation, and will still have consumption if necessary. Since things always change, people feel negative about the long-term future, Just the same as Alice, who doesn’t want to run anymore but observes the environment calmly. --- Bei Lien-Ti, Distinguished Professor of NCCU Department of Business Administration (Observing the change calmy, Enjoying the current day Alice who doesn’t want to run 2024 Analysis of consumer data〉 EOL Group 2024 Lifestyle Trends Conference EOL Group 2024 Lifestyle Trends Conference
  • 9. Comparison of pre-pandemic lifestyle and post- pandemic lifestyle: Spending on dining out 0 50 100 150 200 250 300 早餐 早午餐 午餐 下午茶 晚餐 宵夜 2020 2021 2022 2023 0 50 100 150 200 250 300 早餐 早午餐 午餐 下午茶 晚餐 宵夜 2020 2021 2022 2023 In 2023, consumers' average spending per meal increased by over 30% compared to the previous year, and when compared to the pre-pandemic year of 2020, average spending per meal has increased by over 50%. Consumer spending on meals on weekdays $ Consumer’s spending on meals on weekends $ Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2021-2024 1 © Eastern Online Co., Ltd. Breakfast Brunch Lunch Afternoon tea Dinner Midnight snack Breakfast Brunch Lunch Afternoon tea Dinner Midnight snack
  • 10. Change of shopping mode: the frequency of online shopping increased year by year 0 2 4 6 8 10 12 14 16 全體 13-19歲 20-29歲 30-39歲 40-49歲 50-59歲 60-64歲 Frequency of online shopping in the last year 2020 2021 2022 2023 0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 全體 13-19歲 20-29歲 30-39歲 40-49歲 50-59歲 60-64歲 Frequency of online shopping in the last three months 2020 2021 2022 2023 During the pandemic period, the frequency of online shopping for consumers has increased year by year, and now, the strong generation feels convenient about online shopping and has developed it as a new shopping habit. Even though the pandemic period has passed away, the elderly still use online shopping from time to time, while, physical shopping still cannot be replaced. Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2021-2024 2 © Eastern Online Co., Ltd. Whole 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o 60-64 y.o. Whole 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o 60-64 y.o.
  • 11. Effectiveness observation of the promotions: Double 11 shopping festival VS department stores’ anniversary 15.2% 40.8% 18.4% 24.1% 38.5% 27.8% 18.3% 4.9% 5.9% 1.5% 3.7% 0.9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 電商雙11 百貨周年慶 10次以上 6-9次 4-5次 2-3次 1次 沒有 15.2% 26.0% 22.1% 22.9% 27.6% 19.5% 19.1% 16.5% 9.7% 8.7% 4.8% 4.7% 1.5% 1.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 電商雙11 百貨周年慶 50,001元以上 20,001-50,000元 10,001-20,000元 5,001-10,000元 2,001-5,000元 2,000元以內 0元 Frequency of shopping Spending amount Double 11 shopping festival is not as popular as it was before, but it still has a significant promotional effect. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (November 2023) 3 © Eastern Online Co., Ltd. Double 11 shopping festival Double 11 shopping festival Department stores’ anniversary Department stores’ anniversary More than 10 times 6-9 times 4-5 times 2-3 times 1 time None More than NTD 50,001 NTD 20,001-20,000 NTD 10,001-20,000 NTD 5,001-10,000 NTD 2,001-5,000 Less than 2,000 NTD 0
  • 12. “Shallow economy” with “self-care consumption” -Though with the financial stress, consumption for loving themselves is still necessary. 72.4 69.7 75.5 77.2 77.3 0 10 20 30 40 50 60 70 80 90 100 2019 2020 2021 2022 2023 86.8 84.4 77.3 66.7 69.3 0 20 40 60 80 100 20-29歲 30-39歲 40-49歲 50-59歲 60-64歲 Consumers observe the change in environment calmly, and feel numb to the long-term inflation. People prefer the “shallow economy”, focusing on the enjoyment of life, seizing the current days but not thinking of the long-term future life. Furthermore, consumers are more willing to invest in their appearance, while taste and sensory experiences are on the rise again. Taking care of oneself, known as the 'self-economy,' has become mainstream. The trend of self-care consumption has remained high for two consecutive years, with younger generations showing a greater inclination for self-care. This year, the gender gap in self-care consumption has reached a new low, with the proportion of women surpassing men’s by 6%. This shows a rise in male consumer spending, breaking from the usual trend of around a 20% difference. I will buy gifts for myself and love myself from time to time Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2020-2024 4 © Eastern Online Co., Ltd. 20-29 y.o. 30-39 y.o. 40-49 y.o. 50-59 y.o 60-64 y.o.
  • 13. 東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會 There are no permanently faithful consumers; when faced with the pressure of high prices or the allure of low-cost channels, consumers will shift. It's like walking on quicksand. Brand managers need to pay attention to signals and respond quickly.“ -- Grace Su, Director of EOL Group (2020 Summary of the Trends of Retails Consumption in Taiwan and the Consumer Reaction under the Stress of Living Cost) EOL Group 2024 Lifestyle Trends Conference EOL Group 2024 Lifestyle Trends Conference
  • 14. Observation of Sales amount from E-invoice 1: Electronic shopping and physical shopping are not in competition but in mutual benefit Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2020-September 2023 9,337 9,432 9,321 10,162 11,256 1,466 1,709 2,038 2,191 2,240 0 500 1000 1500 2000 2500 0 2000 4000 6000 8000 10000 12000 Y19Q3 Y20Q3 Y21Q3 Y22Q3 Y23Q3 綜合商品零售業 電子購物 Unit: 100 million NTD Source: Ministry of Economic Affairs, R.O.C., September 2023; Graph made by EOL Group Note: Comprehensive product retail refers to department stores, convenience stores, supermarkets, and hypermarkets Market scale in the last 5 years Electronic shopping and physical shopping grow concurrently, which is not in zero-sum game nor direct competition. 99.4% 99.3% 99.6% 99.8% 72.7% 77.9% 83.0% 86.5% 50% 60% 70% 80% 90% 100% Y20Q3 Y21Q3 Y22Q3 Y23Q3 綜合商品零售 網路購物 Penetration of consumers’ purchase % $30,351 $34,114 $37,714 $42,036 $18,171 $22,301 $22,960 $27,125 $- $20,000 $40,000 $60,000 $80,000 Y20Q3 Y21Q3 Y22Q3 Y23Q3 綜合商品零售 網路購物 +12% +11% +11% +23% +3% +18% Average cumulative consumption amount per person 1 © Eastern Online Co., Ltd. Comprehensive product retail Online shopping Online shopping Comprehensive product retail Comprehensive product retail Online shopping
  • 15. Observation of Sales amount from E-invoice 2: The e-commerce market is undergoing a qualitative transformation, with Coupang joining the battlefield Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2020-September 2023 15.7% 23.5% 53.7% 60.2% $432 $392 $427 $658 0 100 200 300 400 500 600 700 0% 10% 20% 30% 40% 50% 60% 70% YTD20Q3 YTD21Q3 YTD22Q3 YTD23Q3 Penetration rate% Order of values (NTD) Shopee in Changes of order of values in the last 4 years Users of Shopee continue to expand And its order of value increases significantly. $1011 3.6% Penetration rate% Order of values (NTD) 60.2% 51.7% 21.7%20.5% 12.0% 8.1% 4.9% 3.6% 3.3% 3.2% 0% 10% 20% 30% 40% 50% 60% 70% Shopee MOMO Shop PChome 91APP Books YAHOO Etmall Coupang Watsons (online shop) Koubrothers YTD20Q3 YTD21Q3 YTD22Q3 YTD23Q3 Coupang has held a place in the penetration of consumption in 23Q3 Among the SKU of the top 100 sales amount, 35% of them are infant formula 23% of them are baby diaper 2 © Eastern Online Co., Ltd.
  • 16. Observation of Sales amount from E-invoice 3: Order of values of many comprehensive product retailers decreases, and only department stores have an increase. $113 $292 $1,377 $362 $552 $877 $3,336 $110 $283 $1,290 $319 $522 $907 $2,615 -2.1% -3.3% -6.3% -12.0% -5.5% 3.4% -21.6% -25% -20% -15% -10% -5% 0% 5% 0 500 1000 1500 2000 2500 3000 3500 4000 Convenience store Supermarket/ Fisheries Agency Hypermarket Stationery store/ Hardware store/ Grocery store Personal supplies store/ Pharmacy Department store/ shopping mall Electronics/information YTD22Q3 YTD23Q3 Ratio of comparison % The phenomenon of purchasing once has disappeared, with times of consumption increasing and order of value decreasing. Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2022-September 2023 3 © Eastern Online Co., Ltd.
  • 17. Observation of Sales amount from E-invoice 3: Department store channel gets rid of the negative influence of the pandemic and flourish Source: EOL iNSIGHT E-commerce Sales Analysis Database; period: January 2020-September 2023 Return the glory 0 500 1000 1500 2000 2500 3000 3500 Y00Q3 Y01Q3 Y02Q3 Y03Q3 Y04Q3 Y05Q3 Y06Q3 Y07Q3 Y08Q3 Y09Q3 Y10Q3 Y11Q3 Y12Q3 Y13Q3 Y14Q3 Y15Q3 Y16Q3 Y17Q3 Y18Q3 Y19Q3 Y20Q3 Y21Q3 Y22Q3 Y23Q3 Convenience store Department store The last time department stores surpassed convenience stores in the market scale was in 2016. Viewing the market scale of the comprehensive product retail in recent years, Most convenience stores have a larger scale than that of department stores, However, department stores have regained the top one in the market scale in 2023. Source: Ministry of Economic Affairs, R.O.C., September 2023; Graph made by EOL Group Department store Penetration% Order of value (NTD) Consumption times YTD20Q3 78.7% $680 16 YTD21Q3 76.8% $800 16 YTD22Q3 80.9% $877 18 YTD23Q3 86.5% $907 21 Multiple parties have mutual benefits which increase the sales amount of the department store Observation BY EOL: The penetration, order of values, and consumption times of department stores are all increasing  More new channels added in, opening new stores (such as Lalaport, MITSUI)  International luxury brands have raised their prices  Foreign tourists gradually come  Catering brings more passenger flow  Mask restriction being lifted makes the increase in the sales of cosmetics Unit: 100 million NTD 4 © Eastern Online Co., Ltd.
  • 18. 東方線上消費者研究集團 2024 消費者生活型態趨勢年度研討會 EOL Group 2024 Lifestyle Trends Conference (left) Paul H.S. Tsai, CEO of EOL Group Japan Yutaka Ebina, Vice Director of Information Industry Division of Itochu Corp. Korea In-Su Choi, President of Embrain Japan Fumiaki Kishihara, Host of international research of MACROMILL Shanghai Hsu Pai Wei, Director of EOL Strategy EOL Group 2024 Lifestyle Trends Conference Paul H.S. Tsai, CEO of EOL Group: Throughout the markets of Northeast Asia, from Korea and Japan to the Chinese, though gradually emerging from the negative influence of the pandemic, the consumer market has not fully recovered. Every country's younger generation is also facing the pressure of the cost of living. The trends in consumer behavior in Northeast Asia are closely linked to the business development of Taiwan, which is also a trend that EOL keeps tracking.
  • 19. Korea: The main kinds of consumption are based on cost-effectiveness and frugal finance In the face of continual inflation, weak exports deteriorating corporate performance, low growth and economic recession in Korea, consumers feel the skyrocketing prices. “Cost-effective consumption” and “frugal finance” have become the main trends in consumption. The keyword of Gen Z in Korea changed from “flexible consumption” in 2021 to “No spend challenge” in 2022. In 2023, the keyword changed to “beggars chat groups” which means that anonyms gather in the online chat groups, sharing their consumption habits and spending statements, providing advice to each other, and having self-deprecating together. The “beggars chat groups” indicate that Korean consumers have a negative attitude to the economy and have strict management and conservative planning in spending. Source: EOL 2024 Lifestyle Trends Conference 1 Korea In-Su Choi, President of Embrain (Korea’s Trends in Consumption in 2023 The change in Trends of Consumption in Korea with Continual Inflation and Skyrocketing Prices) © Eastern Online Co., Ltd.
  • 20. Japan: with more severe international tensions, 2024 will be the year as a litmus test In the face of more severe international tensions, Yutaka Ebina, Vice Director of Information Industry Division of Itochu Corp. in Japan, shared insights into the Japanese economy. From a broad perspective, Japan has experienced a surge in the stock market due to Warren Barrett's investments. The yen weakness and the recovery of human traffic have contributed to strong performance in certain industries. The revival of overseas tourists has further stimulated domestic consumption, especially in the high-end goods sector. Source: EOL 2024 Lifestyle Trends Conference 2 Japan Yutaka Ebina, Vice Director of Information Industry Division of Itochu Corp. (Japan's Economy in the Face of More Severe International Tensions) Fumiaki Kishihara, Host of international research of MACROMILL, analyses the changes in Japanese consumer behavior based on long-term tracking data. The Japanese economy, severely affected by the pandemic, began to recover in 2022. However, current consumption patterns and emotions of consumers have not yet returned to the states of pre-pandemic. Recently, the Japanese economy has faced another downturn, with wages failing to keep up with post-2022 inflation rates. People are becoming more frugal, and feel anxious about the future. To break the prevailing sense of economic constraint, 2024 will be the year as a litmus test for Japan's future. Japan Fumiaki Kishihara, Host of international research of MACROMILL (Real of Japan Residents and Prospect to 2024) © Eastern Online Co., Ltd.
  • 21. Three major trends in China: precise demand, new aesthetic of China, new healing consumption Consumers in China have less confidence because of the negative population growth, persistent low CPI, rising unemployment rate, supply-demand imbalances caused by the US-China trade war, as well as the disruption of a three-year rhythm due to the pandemic. Hsu Pai Wei, Director of EOL Strategy, summarized three major trends in China's consumption: precise product demand, unique aesthetics of China, and new healing consumption. Since consumers are unwilling to spend unnecessarily, a trend for specialized consumption with appropriate cost-effectiveness is coming out. In the current era of full information bringing benefits to consumers, the products being affordable is basic; while unique value is what attracts consumers. The imbalance in the international supply chain has led consumers to rediscover the beauty of old cultures, complemented by the technological and perspective contributions of Gen Z, creating a new aesthetic of China. In addition, the 'new healing consumption era,' where people are willing to spend for personal beliefs, is emerging. From leisure fishing activities to gambling, and even the next generation's education, there is a tendency towards more relaxed and self-indulgent pursuits. Source: EOL 2024 Lifestyle Trends Conference 3 Shanghai Hsu Pai Wei, Director of EOL Strategy (Observing the uncertainty: Development Trends of Consumption in Living, live, and Vitality in China) © Eastern Online Co., Ltd.
  • 22. PART 2 Spring Festival is Coming, Gifting for Presenting Goodwill 2024 E-ICP Data Base Spring Festival Gifting Consumer Behavior Analysis EOL Group/E-ICP Eastern Integrated Consumer Profile Effective Sample: 2,000 samples Research Subject: Men and women at the age of 13~64 Sampling Method: Stratified sampling (select 56 main cities and use quota sampling based on the age and gender ratio) Interview Method: Door-to-door Interview Sampling Error: With a confidence level of 95%, the sampling error is ± 2.19%
  • 23. 67.8 Spring Festival (Lunar New Year) Birthday Mothers’ Day Fathers’ Day Mid-Autumn Festival Dragon Boat Festival Valentine's Day Wedding Anniversary Christmas New Year (12/31) None Whole (N=2000) 13-29Y(N=516) 30-49Y(N=862) Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2024 1 Nearly 70% of consumers send gifts on Spring Festival to present goodwill The 30s and 40s send gifts most, who will send the gifts at every festival. Spring Festival is coming, do you consume for gift-giving? Based on the E-ICP data, the Spring Festival (Lunar New Year) is the Festival when most consumers (67.8%) give gifts for celebration. Courtesy costs nothing but brings lots of business opportunities. In addition to Spring Festival, the other best timings for gifting-giving are birthdays, mothers’ day, and fathers’ day. The 30s and the 40s have a higher proportion of gift-giving celebrations during various festivals than the overall average, who are the main consumer groups for “expressing goodwill at any time”, Consumers aged 50-64 have gift-giving behavior around the Chinese New Year, Mid-Autumn Festival, and Dragon Boat Festival. The strong generation tends to give gifts at specific times, following the traditional three festivals, and is more generous in doing so. Festival with gift-giving in the last year © Eastern Online Co., Ltd.
  • 24. Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2020-2024 2 The amount of cash gifts for the Spring Festival increases year by year 45% of consumers give gifts with more than NTD 5,000 According to the Trends observation of EOL E-ICP Eastern Integrated Consumer Profile, the amount of gifts for the Spring Festival in the past 4 years has increased year by year, while the average amount has reached NTD5,347 in 2023 Spring Festival, which is NTD 851 higher compared to that in 2020. The proportion of consumers who give gifts with over NTD 5,000 is also increasing year by year, which comes to 45.8% in 2023, 17.0% higher than that in 2020. The business brought by gift-giving at Spring Festival does not retrogress due to the 3-year pandemic period, but with more willingness and action from consumers. To have a further analysis of those consumers who give gifts with more than NTD 5,000, it is realized that these groups of consumers are, mainly the males aged 30-49 in Northern Taiwan, engaging in professional technique/business, and they present their goodwill via gift. Change of amount of gifts and the number of people each year at Spring Festival $5,347 45.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% 4000.0 4200.0 4400.0 4600.0 4800.0 5000.0 5200.0 5400.0 5600.0 2020 2021 2022 2023 Amount of gifts at Spring Festival The number of people giving gifts with… +851元 The average amount of gifts +17.0% The number of people giving gifts with more than NTD 5,000 Change of amount of cash gifts and the number of people compared with that of 2020 Consumer Profile for those who give gifts with more than NTD 5,000 30-49 y.o. Males have a higher proportion 69% of them are in Northern Taiwan Engage in professional technique/ business Prefer to have a walk and watch drama Love music as well © Eastern Online Co., Ltd.
  • 25. Money/red packet Snacks (e.g. sweets, cookies) Groceries and dry food Fruit Meat products (e.g. sausages, jerkies) Tonic drinks (e.g. chicken essence, cubilose) Alcohol Tea Pastries (e.g. moon cake) Clothing/accessories Healthy food Online stickers Chocolate Shoes Travel/accommodation vouchers Whole (N=1356) 13-29Y(N=166) 30-49Y(N=693) 50-64Y(N=497) Source: EOL Group Eastern Integrated Consumer Profile (EICP)2024 3 Over 70% of consumers directly give red packet The 50s prefer to give “snacks and dry food” as gifts What are consumers' favorite gifts for the Spring Festival? 74.3% of consumers still prefer to give 'money/red envelopes, “followed by 'snacks”, “groceries and dry food”, and “fruit” respectively. Giving red packets remains the priority for consumers to express their goodwill during the Spring Festival, bringing business opportunities for the overall market. From the perspective of generation, consumers in the 50s prefer giving “food as gift” during the Spring Festival, including “snacks”, “groceries and dry food”, “fruit”, and “tea”. The middle generation and the strong generation still have “Food is prevalent.” as the thought of celebrating the festival, who think that various types of food are considered valuable gifts. 48% 74.3% Gifts at Spring Festival (Lunar New Year) © Eastern Online Co., Ltd.
  • 26. Source: EOL Group Eastern Integrated Consumer Profile (EICP)2024 4 Valentine's Day is the day for male losing money The average amount for gifting is NTD3,662 After the Lunar New Year, Valentine's Day is just around the corner. Data from the EOL E-ICP Eastern Integrated Consumer Profile shows the significant contribution of men during Valentine's Day. During Valentine's Day, male consumers are the main contributors to gift-giving (67%), with an average gift amount of NTD 3,662. Both in terms of the proportion of people who give gifts and the amount of consumption, men's proportion far exceeds women's. Consumers in Northern Taiwan have a higher proportion of celebrating Valentine's Day. The top choices for gifts are “flowers”, followed by “clothing/accessories” and “skincare products/cosmetics/perfume” respectively. Interestingly, there are differences in gift choices due to gender: men tend to give more “flowers” and “skincare products/cosmetics/perfume”, while women prefer to give “clothing/accessories” and “shoes”. It indicates that women contribute to men's appearance with 'partner styling consumption', which implies that 'female buyers of men's accessories' should not be ignored. Gifts on Valentine’s Day 67% 33% Male Female The amount for gifting and consumer profiles on Valentine’s Day NTD3,662 NTD2,381 60% in Northern Taiwan Flowers Clothing/accessories Skincare products/cosmetics/perf ume Chocolate Cake Handmade card Shoes Golden accessories/jewelry Travel/accommodation vouchers Other electronic products Whole (N=131) Male (N=88) Female (N=43) © Eastern Online Co., Ltd.
  • 27. KEY TAKEAWAY Observation and Suggestion 5 “Festival brings business opportunities”, due to different generations having different preferences, “creativity” and “classical” are opportunities. The 30s and the 40s are the main consumer groups for “expressing goodwill at any time”, who have a higher proportion of gift-giving celebrations during various festivals than the overall average. Brands should think of the meanings of creativity in gift marketing, which will help bring business opportunities at any festival. Amount of gifts on Spring Festival increased year by year, the 50s preferred giving food as gifts on Spring Festival The amount of gifts for the Spring Festival in the past 4 years has increased year by year, while the average amount has reached NTD5,347 in the 2023 Spring Festival. Over 70% of consumers directly give red packets while the 50s prefer to give “snacks and dry food” as gifts. The Spring Festival (Lunar New Year) is the Festival when most consumers (67.8%) give gifts for celebration, and more consumption happened during this period compared to the pandemic period. Viewing the business opportunities of Valentine's Day, more male consumers “present their love via gifts” Male consumers are the main contributors to gift-giving (67%), with an average gift amount of NTD 3,662.Both in terms of the proportion of people who give gifts and the amount of consumption, men's proportion far exceeds women's. Analyzing from the aspect of items of gift-giving, it can be seen that the business opportunities brought by “partner styling” by women have great potential. Source: EOL Group Eastern Integrated Consumer Profile (EICP)2024 © Eastern Online Co., Ltd.
  • 28. PART 3 Tracking Survey to New Consuming Behaviors • Survey to the usage ratio of new consuming behavior • Consumer’s Hot Topics EOL Group Survey Method: EOL Group - EOLembrain Online Member Survey Effective sample size: 1,000, 20-59 years old
  • 29. 3 67% Online Payment Trying out cleaning products of unfamiliar brands (22%), I would like to try it out even having never heard of it before(10%) 18% Purposeful diet control behaviors 30% 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 Upload TikTok video Accessing LINE Shopping Group Accessing Delivery App 1 2% No change Utilization Survey to New Consumer Behaviors More decline in the utilization of Delivery platform 1% EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (December 2023) © Eastern Online Co., Ltd. 2% 1% 1% 1% 2% 1%
  • 30. 36% Investment and Financial Management 38% 37% Shopping and Discount 37% Hot Topics Among Consumers in December Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in December? 2 EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (December 2023) Dec. *Sorted according to the proportion of November Nov. 50% Food and Dining 51% 28% Politics 30% 28% Drama 28% Internatio nal Issues 25% 21% 20% Economic Development 20% 21% Culinary 21% © Eastern Online Co., Ltd.
  • 31. 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
  • 32. EOL Consumer Research Team (EOL iSURVEY) 1000M 200 thousand 30 years 50K household 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 400 attendees 200 companies
  • 33. Integrated Platform Teams and Experts from Diverse Fields Precise Marketing Proposals E-ICP Marketing Database The Online Survey Database with 200,000 Registered Members Offline Qualitative and Quantitative Survey Teams with Advertisement and Industrial Experience composed of Experts from fields including: 1. Trend Study 2. Communication 3. Brand Marketing 4. Consumer Behaviors The presentation of the research results can offer effective and feasible strategic proposals. The integrated marketing and communication service could be offered using resources of the Group E-ICP Marketing Database E-ICP System E-ICP e-Yearbook Research Report on Top 10 Lifestyles in Taiwan Trend Report on Elders Project Research Qualitative Focus Group Interview One-on-one In-depth Interview Quantitative (online & offline) Online Survey/Telephone Interview/Interview at Households Central Location Test (CLT) Integrated Big Data Analysis Services Database for Sales Volumes from all Channels EOL Social Viewing and Listening System Modeling of Prediction Model for Consumer Purchase Behaviors Trend Reports Customized reports Workshop for Creation of Business Opportunities Consultancy Service for Brands and Trends Advantages Services Advantages and Services of EOL Consumer Research Team
  • 34. Three Major Features of EOL Consumer Research Team Consumers Database 1 2 Project Research 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
  • 35. Thank You Eastern Online Co., Ltd.,7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan ※ 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 Amanda Li / VGM #806 Grace Su / Director #818 Casper Wang / Director #817 Email:amanda@isurvey.com.tw Email:graceting@isurvey.com.tw Email:casper@isurvey.com.tw 【Contacts for Business Cooperation】 Eastern Online Co., Ltd.:+886-2-2706-4865 Marketing Director Singing Wen #816 Research Director Hueimin Shih #807 【 Press Contact 】