Snapshot of Consumer Behaviors of Jan 2023-EOLiSurvey (EN)

of TW Consumer Behaviors of Jan. 2023
Snapshot
Released on Feb. 22, 2023
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey: the usage of TikTok
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers

Agenda
2
1. Survey: the usage of TikTok
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers

PART 1
Eastern Online Consumer Research Group / Marketing Department
TikTok Usage Survey
on Taiwan Consumers
Launched in 2016, TikTok has become popular all over the world after being merged with Musical.ly.
Since the Taiwan market has been influenced by the economic and political atmosphere as well as the
pandemic, the view rate of TikTok has decreased from 30% in 2019 to lower than 20% and it keeps
going down till the first half year of 2022. And in the past half year, the view rate in Taiwan went up.
Therefore, EOL tries to understand the actual usage condition of Tik Tok in Taiwan.

• Consumer Preferences for media content vary: In recent years, short videos with the characteristic of shorter time, relaxation, instant fun,
and accessible music are more popular.
• View rate of nearly 20%: Among those media stream platforms, Douyin from China has become Tik Tok which is popular around the world,
attracting lots of users rapidly. At the start of the survey in 2019, the view rate has reached more than 25%. However it remained 20%
afterwards due to the special political condition of the Taiwan market. After the slight decrease during the global pandemic period in 2020-
2021, the view rate increased to 20% and kept going up during the Omicron period, reaching 26% at most.
• The recording and uploading rate never exceeds 5%: About 2% of users will record and upload videos on TikTok. The rate had a
significant increase in 2022 and went down gradually.
TikTok Usage Survey
The View Rate Remains up to 20% in Post-pandemic Period
4
1
28%
22%
19%
26%
20%
17%
20%
19%
20%
19%
20%
22%
20%
16%
18%
16%
18%
14%
17%
18%
19%
18%
18%
19%
19%
18%
18%
23%
20%
19%
23%
19%
19%
19%
17%
21%
24%
25%
26%
23%
22%
24%
23%
25%
24%
25%
0%
5%
10%
15%
20%
25%
30%
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
2019 2020 2021 2022 2023
Percentage of Taiwanese Who Have Uploaded
TikTok Content in Last Month
Percentage of Taiwanese Who Have Watched
TikTok Content in Last Month
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in Jan. 2023) © Eastern Online Co., Ltd.

• In overall, about 25% of the interviewee used TikTok in the last month while men and women are each half of these users.
• Consumers aged 20-29 spend more time on TikTok while consumers more than 40 years old take the highest rate of using TikTok:
Researching the users of different ages, the consumers aged 40-59 have the highest rate of using TikTok, while the consumers aged 30-39
are the least. In general, the average viewing time per day is one hour while users aged 20-29 spend 1.2 hours in TikTok on average which
is longer than the time other age groups spend.
TikTok Usage Survey
Consumers aged 20-29 spend more time on TikTok while
consumers aged 40-49 have the highest rate of using TikTok
5
2
25% 24% 20%
28% 28%
1.0
1.2
0.9
1.0
0.9
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
0%
20%
40%
60%
80%
100%
全
體
20-29
歲
30-39
歲
40-49
歲
50-59
歲
Average
Hours
Spent
In
TikTok
per
day
Percentage
of
Taiwanese
Who
Have
Watched
TikTok
Content
in
Last
Month
TikTok Usage by age (n=246)
52%
48%
Female
Male
There were 246 people who
have watched TikTok Content
in last month

• Nearly 70% of consumers view TikTok videos without TikTok app: TikTok videos can be seen on different media platforms. From the
behavior of consumers, it can be seen that consumers view TikTok videos on other platforms more than using TikTok app, and 15% of them
are aged 40-49, whose rate is higher than that of the age groups.
• Consumers aged 20-29 have the highest rate of viewing TikTok by TikTok app, with a rate of 81%, which is 24% higher than the
general rate. More consumers aged 40-59 use other platforms to view TikTok videos. Interestingly, consumers aged 40-59 have an 8%
higher usage of instant messaging media when viewing TikTok videos.
TikTok Usage Survey
Consumers aged 20s use the TikTok app and consumers more
than 40 years old use other platforms to view TikTok videos.
6
3
68% 57% 39% 28%
81%
40%
0%
20%
40%
60%
80%
100%
from
other
platforms
(eg.
Facebook
、
instagram
、
…
from
the
TikTok
app
from
the
SNS
(eg.
LINE)
from
the
TikTok
webpage
Percentage of the channels people viewed TikTok
contents from (n=246)
All
20s
30s
40s
50s
Channels
All
(n=246)
20s
(n=58)
30s
(n=50)
40s
(n=68)
50s
(n=70)
from other platforms (eg.
Facebook、instagram、
YouTube)
68% 64% 70% 75% 63%
from the TikTok app 57% 81% 60% 53% 40%
from the SNS (eg. LINE) 39% 21% 38% 47% 47%
from the TikTok webpage 28% 29% 18% 38% 26%
from other channels 2% 3% 4% 0% 1%
Not sure 2% 0% 2% 3% 3%

• Researching the sources of TikTok video content generally, nearly 60% of the short videos are made by YouTube influencers, followed by
famous influencers on different platforms, television celebrities and streamers sequentially.
• Different age groups also have their preference in viewing TikTok, for example: over 40% of consumers aged 20-29 view influencers
on Instagram; about 26% of consumers aged 30-39 focus more on the friends they know; and 33% of consumers aged 50-59 focus on their
friends in social network, whose view rate is 10% higher than that of total age groups.
TikTok Usage Survey
View the familiar influencers of YouTube and Instagram on the
new platform
7
4
61%
33%
31%
30%
28%
22%
20%
20%
14%
14%
12%
12%
9%
7%
5%
YouTube influencers
Instagram influencers
Facebook influencers
Celebrities/Singers/ Actors
Live-Stream influencers
Friends from Line Group/Facebook community
Bloggers
Media/News Channels/Papers
Friends in real life
Critics from online forum
Politicians
Pundits in mass media
Group buy organisers
Staff in the shops
others
Tik Tok Figures Watched in Last Month (n=246)

• The contents of short videos vary. In the case of TikTok, consumers prefer videos with music like lip-sync singing videos; 45% of consumers
also like dance videos. And the videos for experience sharing videos are liked by most consumers.
• Talking videos like analyzing and introducing videos, or chatting videos are less popular.
TikTok Usage Survey
Music, dance, and experience sharing are popular contents
8
5
46% 45% 43%
32% 30%
23%
19%
7%
0%
20%
40%
60%
80%
Lip
Sync/Sing
Dance
Experience
Sharing/Tutorials
Issue/Topics
Analysing
Talk
Dialogue
Interview
News
Others
Content Category Watched in Last Month (n=246)

• Media platforms vary and are competitive, and the main reason why TikTok can attract consumers is that its videos take short time with a
relaxing viewing experience. Another reason is that its contents are relaxing and interesting, which is also one of the factors that consumers
care about.
• The factors of user interface, recommendation system, and peer identifications are the factors fewer consumers care about.
TikTok Usage Survey
Short and interesting content are the main reasons why TikTok
can attract consumers
9
6
63%
57%
51%
43%
35%
28%
27%
26%
21%
21%
21%
6%
2%
The reasons for preferring TokTok/Douyin
over other social/media platforms (n=246)
Short videos take less time.
The contents are relaxing.
The contents are entertaining.
More interesting accounts/profiles on TikTok
The contents TikTok recommended to me are the things I am interested in.
The contents are the latest and novel.
Get used to viewing TikTok.
The contents are more accessible.
Many people around me use it.
I have more friends on TikTok
Other
The user interface is easy to use.
Content has multiple types.

• When viewing TikTok videos, consumers of different ages prefer different platforms
• According to this survey, the viewership profile in the Taiwan market may be different from the general concept of “TikTok is the
media for the young.” Consumers over 40 years old in Taiwan have a certain percentage in loving to watch TikTok videos.
• It can be seen from the different age groups that, the youth aged 20-29 are the original users of TikTok app users, while the elder
groups aged 40-59 prefer to use multiple platforms. If the brand managers want to deliver marketing information, the advertising
mechanism can be based on the age group or implement the advertising in the content of the creator so as to receive multiple
efficiencies.
• The elder consumers will deliver the videos via an instant messaging platform, whose sharing efficiency can be evaluated multiply. Its
efficiency can come from a single view and also come from being a group discussion topic, enhancing the retention of marketing
information.
• Consumers still view the familiar influencers of Youtube and Instagram
• New platforms keep entering into consumers' lives, and it is because creators are willing to share the content on the existing social
platforms, and another reason is that people will still search for the creators they are familiar with. Therefore, when business
managers try new platforms, they should try to collaborate with familiar creators or the ones who have already cooperated, searching
for customers.
• Since consumers still focus on familiar influencers on different platforms, the collaborative content of brands and creators should be
planned as general cross-planform content, which should be corresponded or complementary. For example, use a long video to make
a detailed description and share the interesting experience sharing via TikTok.
• To attract consumers, the videos should be short and relaxing.
• Generally, consumers enjoy the exciting enjoyment brought by the instant entertainment of TikTok. Therefore, whether the funny
content or other kinds of content, it should be short and fast to view, which is the main reason why consumers prefer TikTok.
• Videos being “short” and “relaxing”, and not need to be learned, practiced, stored, and memorized, are the main points that
consumers care about when using TikTok.
KEY TAKEAWAYS
10
7

PART 2
Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department

Utilization Survey to New Consumer Behaviors
60%
Online Payment
Trying out cleaning
products of unfamiliar
brands(22%)，
I would like to try it out
even having never
heard of it before (9%)
20%
Purposeful diet control
behaviors
25%
Posting IG Stories
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past month?
Others
Having Micro-cosmetic
Surgery
No
Change
12
Accessing
Delivery App
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
No
Change
1
No
Change
Upload
TikTok video
No
Change
No
Change
No
Change

13
Hot Topics Among Consumers in Jan. 2023
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
Jan. ?
2
Jan.
Dec.
36%
Shopping
and
Discount
38%
49%
Food
and
Dining
50%
37%
Investm-
ent
37%
21%
Cooking
21%
22%
Internat-
ional
Enviro-
nment
24%
24%
Economy
20%
27%
Entertai-
nment
26%
23%
Politics
33%

EOL Group is the largest local market research agency in Taiwan, and has EOL iSURVEY, EOLembrain, and EOL
social as its affiliates.
Starting from Taiwan, the scope of EOL’s customer service covers the whole Asia-Pacific region, which allows us to
provides clients with the most complete and market-insightful solutions, analysis of the consumer’s daily life
context for understanding and planning the consumption trends, and serve as the leading brand of Chinese
consumption trends.
Company in
Mainland China
Companies in Taiwan

EOL Consumer Research Team (EOL iSURVEY)
1000M
200
thousand
30 years
50K household
400
attendees
200
companies
15
E-ICP
Taiwan Consumption
Demands Research
Research to changes of
consumption trends, values
and lifestyles
Big Data Research
Research on sales using
data of issued invoices
Research on preference of
telecom consumption
Research on word-of-
mouth among communities
Online Survey
Solid, fast and precise
identification of
registered members
Trend
Seminar
Member of Macromill
Weekly index Asia
Annual Trend Seminar

Visions and Market Insights of
EOL Consumer Research Team
Market Analysis
Allow you to
comprehend the scale,
profitability and annual
growth of the market you
plan to enter
Competition
Overview
Allow you to
comprehend the number
of competitors and their
competitiveness, and
• market shares,
• channels distribution,
• product lines
Consumption
Preferences
and Behaviors
Allow you to
comprehend the
consumption behaviors
and characteristics, the
annual changes, as well
as the consumer
psychology and
demands
Strategies for
Market Entry
Offer you the
optimum
approaches to enter
the target market
16

Integrated
Platform
Teams and Experts
from Diverse Fields
Precise Marketing
Proposals
E-ICP Marketing Database
The Online Survey Database with
180,000 Registered Members
Offline Qualitative and Quantitative
Survey
Teams with Advertisement and Industrial
Experience composed of Experts from fields
including:
1. Trend Study 2. Communication
3. Brand Marketing
4. Consumer Behaviors
The presentation of the research results
can offer effective and feasible strategic
proposals.
The integrated marketing and
communication service could be offered
using resources of the Group
E-ICP Marketing Database
E-ICP System
E-ICP e-Yearbook
Research Report on Top 10 Lifestyles in Taiwan
Trend Report on Elders
Project Research
Qualitative
Focus Group Interview
One-on-one In-depth
Interview
Quantitative (online & offline)
Online Survey/Telephone
Interview/Interview at Households
Central Location Test (CLT)
Integrated Big Data Analysis Services
Database for Sales Volumes from all Channels
EOL Social Viewing and Listening System
Modeling of Prediction Model for Consumer Purchase Behaviors
Trend Reports
Customized reports
Workshop for Creation of Business
Opportunities
Consultancy Service for Brands and Trends
Advantages
Services
Advantages and Services of
17

Three Major Features of
Consumers Database
1 2 Project Research
18
Big Data Analysis
3
Annual Data of Consumers’ Behaviors
Sampling from Taiwan domestic market and
questionnaires are completed at households
Database of Sales with Issued Invoices
Analysis to sales of daily necessities produces
around one hundred million pieces of data
annually
Social Listening Database
Public opinions on the Internet are collected for
determination of development of future trends
Professional Research Team with Decent
Qualitative and Quantitative Methodology
The solution integrating proposals offered by
experts from diverse fields is offered to clients for
1. Brand Positioning/Brand Power
2. Pricing Strategies/Channel
Competitions/Promotion Methods
3. Development of Products/Services
Integration/Conversion of Values of Data
Fusion of data can integrate the whole picture
of daily life
Unstructured data is converted into structured
one and available for analysis
The features of data are presented in the
visualized approach to speed-up the decision-
making progress

Thank You
Do not cite, distribute, reprint, copy, and/or reproduce any and/or all parts of the
data and/or figures in this Document without prior consent of EOL
PR: +886-2-2706-4865
Marketing Manager Joce Yang #816
Amanda Li / VGM
Grace Su / Director
Casper Wang / Director
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
Email：amanda@isurvey.com.tw
Email：graceting@isurvey.com.tw
Email：casper@isurvey.com.tw
【Contacts for Business Cooperation】

Snapshot of Consumer Behaviors of Jan 2023-EOLiSurvey (EN)

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