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2024
Snapshot of TW Consumer
Behaviors January 2024
The focus of data:
 Sharing Economy Consumption Circumstance Survey
 Domestic vehicles/Import vehicles Car-owner-related consumption
behavior survey
 New consuming behavior following up
Releases on January 31, 2024
PART 1
Sharing Economy
Consumption
Circumstance Survey
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000, 20-59 years old
Source: EOL News Collation
1
Survey motivation & consumer trend tracking:
What are the consumption circumstances of Taiwanese consumers
when sharing economy becomes the global heated topic
“Sharing economy” was listed by Time of America in 2010 as one of the “top 10 ideas that would change the world”.
The brand-new business mode has taken the world by storm. Starting from Uber and Airbnb growing promptly, the concept of
the “sharing economy” has gradually been implemented into various services such as umbrella-sharing, shared power banks,
bike-sharing, co-working spaces, sharing logistics, etc., which comes out as a new topic every year.
Defined by the Economist, the sharing economy indicates that every resource can be rented on the Internet.
The sharing economy is developed as a systemized business model with rapid and widespread matching driven by the Internet.
Sharing means the separation of the right to use and the ownership, redistributing the idle resources, both tangible and
intangible, so as to create benefits.
Sharing Economy
© Eastern Online Co., Ltd
83.5%
72.3%
44.4% 41.2%
32.9%
20.7%
4.4%
37.7%
16.4%
11.6%
7.0% 2.5% 3.6% 1.6%
51.1%
Bike
sharing
(e.g.
YouBike)
Car
sharing
(e.g.
Uber,
iRent)
Scooter
sharing
(e.g.
WeMo,
GoShare)
Shared
power
banks
(e.g.
CHARGE
Spot)
Share
house
(e.g.
Airbnb)
Sharing
logistics
(e.g.
Lalamove)
Sharing
space
(e.g.
WeWork)
Not
knowing/Not
using
Awareness rate
Usage rate of the…
月EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
2
Sharing economy: The awareness rate is higher than the usage rate
Sharing transportation services have the highest usage rate of
consumers
Based on EOL Group Survey, the awareness rate of all kinds of sharing services is higher than the usage rate.
It means that consumers in Taiwan are familiar with the concept of the sharing economy but it still has a certain consumption
gap from developing awareness into the behavior.
Among all the sharing services, the sharing service in transportation has the highest awareness rate and usage rate.
88.8% Awareness rate and usage rate of sharing services
Sharing
transportation
services
© Eastern Online Co., Ltd
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
3
More than 50% of consumers in Taiwan haven’t used the sharing services yet.
Great regional differentiate: Consumers in Northern Taiwan are willing to try
the sharing service most.
More than 50% of consumers in Taiwan (51.1%) haven’t used the sharing services.
• Bike Sharing has the highest usage rate of consumers in Northern Taiwan is over 40%, reaching 43.7% while consumers in
Middle and Southern Taiwan also have a usage rate of higher than 30%.
• Consumers in Northern Taiwan are more willing to try care-sharing services, with a usage rate of nearly 20% (19.8%).
各地區共享服務使用狀況
37.7%
51.1%
43.7%
19.8%
13.5%
8.0%
2.6% 2.0%
Bike
sharing
(e.g.
YouBike)
Car
sharing
(e.g.
Uber,
iRent)
Scooter
sharing
(e.g.
WeMo,
GoShare)
Shared
power
banks
(e.g.
CHARGE
Spot)
Sharing
logistics
(e.g.
Lalamove)
Share
house
(e.g.
Airbnb)
Sharing
space
(e.g.
WeWork)
No
using
Overall(N=1000) Northern region(N=460)
Middle region(N=200) Southern region(N=300)
Usage rate in
Northern Taiwan
Usage rate in
Northern Taiwan
© Eastern Online Co., Ltd
Usage condition of sharing service in each region
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
4
Usage obstacle of Sharing transportation services
Indifference quality, the available amount of facilities, and
popularization of the service points are three main problems
Three top problems of using sharing transportation services are: “Indifference quality of the facilities”, “insufficient amount of the facilities” and
“Insufficient popularization of the service point”.
“Insufficient popularization of the service point” is the largest problem (42.2%) for scooter sharing, which indicates that scooter sharing services are in
short supply currently. In addition, the common problem for car sharing and scooter sharing is the inaccurate positioning of the APP, with over 30% of
consumers respectively having this problem.
It can be seen that the sharing economy is significantly affected by technology readiness. The accuracy and usability will directly affect the experience
of consumers.
共享交通服務之使用困擾
31.3% 29.4%
27.4%
19.8% 19.0%
16.2% 15.1%
12.9%
8.2%
.6%
23.3%
23.8%
31.1%
20.1%
36.2%
42.2%
31.9%
19.8%
17.2%
Indifference
quality
of
facility
Insufficient
amount
of
available
facility
Insufficient
popularization
of
the
service
point
Inconvenience/Not
accustomed
to
the
using
process
Inaccurate
positioning
of
the
APP
Not
smooth
in
communication
with
customer
service
Unstable
APP
Safety
concerns
on
the
facility
Safety
concerns
on
the
service
process
Others
No
problem
Overall(N=489) Bike sharingN=377) Car sharing(N=164) Scooter sharing(N=116)
© Eastern Online Co., Ltd
Usage problems of sharing transportation service
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
5 Usage groups of sharing transportation have a high overlap rate
Consumers who use scooter sharing have the highest overlap rate
Sharing transportation service Mutual usage rate
Overall
Bike
sharing
Car
sharing
Scooter
sharing
Sample size 1000 377 164 116
Bike sharing (e.g. YouBike) 37.7% 100.0% 63.4% 74.1%
Car sharing (e.g. Uber, iRent) 16.4% 27.6% 100.0% 49.1%
Scooter sharing (e.g. WeMo,
GoShare)
11.6% 22.8% 34.8% 100.0%
Users of different sharing transportation services have a certain overlap rate:
• Among consumers who use scooter-sharing services, 74.1% of them also have used bike sharing, while 50% have used car sharing.
It indicates that users of scooter sharing services are the consumers who can utilize sharing transportation services best.
Compared to the whole consumer group, they utilize the sharing service well and are willing to use diverse types of
transportation.
• Among the users of car-sharing services, 63.4% of them are also users of bike-sharing.
70% of consumers who use
scooter-sharing service
have also used bike-sharing service
50% of consumers who use
scooter-sharing service
have also used car-sharing service
© Eastern Online Co., Ltd
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
6
Consumption model of sharing transportation:
pay when necessary
Sharing transportation service frequency of usage
15.2%
26.7%
36.9%
0% 50% 100%
Car
sharing(N=164)
Scooter
sharing(N=116)
Bike
sharing(N=377)
Once a week or more once two weeks
once three weeks once a month or less
Sharing transportation service usage model
0% 50% 100%
Car
sharing(N=164)
Scooter
sharing(N=116)
Bike
sharing(N=377)
Regular using use when needed
For sharing transportation, most consumers still prefer “use it when needed” and tend to choose “pay per use” as the payment
model. (75.4%)
Most consumers still cannot get used to the sharing consumption but see it as one of the random options.
Becoming a frequent part of the consumers’ daily lives is the challenge for sharing business models.
Sharing transportation
service payment model
Pay per use
Long-term subscription
Deduct after a
one-time top-
up
75.4%
(N=459)
4.4%
© Eastern Online Co., Ltd
KEY TAKEAWAY Observation and Suggestion
7
The sharing economy has an awareness rate higher than the usage rate.
The concept of the sharing economy is popular and known by consumers well, but it still has a
certain consumption gap from developing awareness to behavior.
Taiwan, which is an island rooted in technology, should utilize its strengths in technology to
keep improving the details and providing a more friendly experience to users, such as user-
friendly interfaces, accurate and timely positioning, etc., so as to discover more possibilities for
sharing economy.
Sharing service in transportation has the highest usage rate
Among diverse sharing services, the sharing service in transportation has the highest
awareness rate and usage rate.
Sharing transportation provides Taiwanese consumers with a more convenient, economical,
and environmentally friendly way of moving around. However, more than half of consumers in
Taiwan(51.1%) haven’t used any sharing services. Encouraging consumers to take the first step
in trying sharing services is still a challenge for the sharing economy.
Indifference quality, the available amount of facilities, and popularization of the service
points are three main problems
For sharing service in transportation, the top three problems are: “Indifference quality of the
facilities” (31.3%), “insufficient amount of the facilities” (29.4%), and “Insufficient
popularization of the service point” (27.4%). Sharing transportation needs to fix the conditions
of all the “insufficiency, reducing every consumption gap, so as to attract more consumers to
use it for long.
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) © Eastern Online Co., Ltd
PART 2
Domestic vehicles/Import vehicles
Car-owner-related consumption behavior survey
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000, 20-59 years old
EOL Group/E-ICP Eastern Integrated Consumer Profile
Valid Sample: 2,000
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 ± 2.9%
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
1
10% of consumers plan to purchase car in the coming year
In total, 50% of consumers consider purchasing car in 5 years
EOL tracking intention of purchasing a car in the long term, more than 10% of Taiwanese consumers plan to “purchase a car in the
coming year”, which means that in every 10 consumers, there is one potential car owner in the coming year.
As of the survey results of December 2023, 12.7% of Taiwanese consumers plan to “purchase a car in the coming year” while 19.3%
of them consider purchasing a car within 3 years and 18.5%. In total, there are 50% of consumers consider purchasing cars within 5
years, paying attention to the information about the car market.
Consumers’ Intension for purchasing car within 5 years Weekly Tracking
0%
20%
40%
60%
80%
100%
2023.1 2023.2 2023.3 2023.4 2023.5 2023.6 2023.7 2023.8 2023.9 2023.12 2023.11 2023.122
Consider purchasing in the coming year
Consider purchasing within 3 years
Consider purchasing within 5 years
Not consider purchasing within 5 years
49.5%
12.7%
19.3%
18.5%
© Eastern Online Co., Ltd
2024.10 2024.12
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
2
Car purchase for personal use is still the main way of car usage
Consumers who rent cars for use, subscribe to the car, or use the
sharing cars are less than 10% respectively.
According to the long-term tacking survey by EOL, nearly 70% of consumers prefer to purchase the car for personal use (69.1%).
Most consumers tend to see cars as durable goods, which still represents a promising market foundation for automotive brands.
The emerging car usage models such as "car sharing," "long-term leasing," or "car subscription services" each account for less than
10 percent.
Consumers’ way of car usage
0%
10%
20%
30%
40%
50%
60%
70%
80%
2023.1 2023.2 2023.3 2023.4 2023.5 2023.6 2023.7 2023.8 2023.9 2023.12 2023.11 2023.122
Long-term renting
of the car
Car subscription
service
Sharing car
69.1% Purchase car for
personal use
© Eastern Online Co., Ltd
2024.10 2024.12
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023
62.6
49.6
37.9
18.5
11.3 8.9
GPS
navigation
device
Dashcam
ETC/eTag
Window
tinting
Phone
holder
Car
floor
mats
Vehicle
power
supply
Heat-insulating
board
Window
deflector
Immobilizer
Airbag
Car
audio
Vehicle
charger
Steering
lock
Avid
power
Reverse
radar/rearview
camera
system
Tire
pressure
monitoring
system
Speed
radar
detector
Overall car
owners(N=637)
domestic car
owners(n=516)
import car
owners(n=124)
3 The accessories car owners would like to buy most:
GPS navigation devices and dashcams
"GPS navigation devices," "dashcams," and "ETC/eTags" are the most common car accessories bought by car owners, and
domestic car owners have a higher purchase proportion compared to import car owners. One possible reason is that import cars
have more standard built-in accessories. However, import car owners are more willing to purchase additional accessories such as
"window tinting," "heat-insulating boards," "reverse radar/rearview camera systems," and "tire pressure monitoring systems."
Additional car accessories bought by car owners
© Eastern Online Co., Ltd
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023
4
Consumption tendency: car owners can refuse the lure of promotion better
Import car owners are more sensitive to “payment method reward”
49.0%
42.7%
Q:I will buy more products in the promotion period
than in usual
Overall consumers agree -57.5%
Domestic car owners agree -49.0%
Import car owners agree -42.7%
61.3%
Q:I will carefully consider which payment
method can receive the most rewards.
Overall consumers agree -56.6%
Domestic car owners agree -61.3%
Import car owners agree -51.4%
Both domestic car owners and import car owners can refuse promotions better. Compared to the overall
consumers (57.5%), their agreement proportion is lower than 50%.
It is worth noting that import car owners are astute; they are more sensitive to "payment method rewards" and
more cost-conscious (61.3%); whereas, domestic car owners are less concerned about the details of payment.
Import car owner proportion of being
affected by promotions
Import car owner
proportion of being cost-
conscious in payment
© Eastern Online Co., Ltd
Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023
5
Modes of leisure: car owners have lower “screen dependency”
Domestic car owners prefer to have “domestic travel”
58.7%
Q:usually have domestic travel
Overall consumers -54.4%
Domestic car owners -58.7%
Import car owners -51.6%
Q:usually watch TV drama/popular videos
Overall consumers -25.2%
Domestic car owners -12.6%
Import car owners -16.9%
12.6%
Compared to general consumers, both domestic car owners and imported car owners are less interested in "watching TV dramas".
This provides insights for advertising placement. Since car owners are not so interested in audio-visual entertainment, brands
may consider reallocating advertising resources to other forms of entertainment or leisure activities. For example, in the
case of "domestic travel," the preference of domestic car owners is higher than the overall average (58.7%).
Domestic car owners
Preference of watching TV dramas
Domestic car owners
Preference of domestic travel
© 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
70%
Online Payment
31%
Subscription-based
streaming video services,
such as Netflix, iQIYI,
CatchPlay, etc.
12%
Going to gym or sports
classroom, such as
boxing, yoga, TRX,
Fitness Equipment
32%
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
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
Survey to the usage ratio of new consuming behavior
Usage rate of online payment keeps growing
3% 2 %
3% 1%
3
Others
Upload TikTok video
Accessing LINE
Shopping Group
Accessing
Delivery App
2% Use online
bank account
21%
3%
38% 2% 29%
1% 4%
© Eastern Online Co., Ltd
38%
Investment
and
Financial
Management
38%
37%
Shopping
and
Discount
39%
Hot Topics Among Consumers in January
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in January?
2
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (January 2024)
Jan.
*Sorted according to the proportion of January.
Dec. 51%
Food
and
Dining
51%
30%
Politics
36%
28%
Drama
25%
Internatio
nal Issues
21%
23%
20%
Economic
Development
20% 21%
Culinary
20%
© Eastern Online Co., Ltd.
EOL Group is outstanding in consumer
marketing research in Taiwan.
With rich expertise in consumer market
research, EOL Group has developed massive
databases and utilizes AI to deepen its
research, enabling it to grasp the real
changes in industries and consumers.
Companies in Taiwan Company in China
36 years
96 thousand
household
1000M
200
thousand
Member of Macromill
Weekly index Asia
Annual Trend seminar
400
attendees
200
companies
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 word-of-mouth
among communities
Online Survey
Solid, fast and precise
identification of
registered members
Trend Seminar
EOL Consumer Research Team
Integrated
Platform
Teams and Experts
from Diverse Fields
Marketing Suggestion
Conquering the blind spots
E-ICP consumer profile for 36 years
The Online Survey Database with
200,000 Registered Members
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Survey
Teams with practical experience composed
of Experts from fields including:
1.Trned Study 2.Communication
3.Brand Marketing
4.Consumer Behaviors
Precise database
Effective and feasible strategic proposals
Integrated marketing and communication
services could be offered using resources
of the Group
ABOUT US
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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
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  • 1. 2024 Snapshot of TW Consumer Behaviors January 2024 The focus of data:  Sharing Economy Consumption Circumstance Survey  Domestic vehicles/Import vehicles Car-owner-related consumption behavior survey  New consuming behavior following up Releases on January 31, 2024
  • 2. PART 1 Sharing Economy Consumption Circumstance Survey EOL Group Survey Method: EOL Group - EOLembrain Online Member Survey Effective sample size: 1,000, 20-59 years old
  • 3. Source: EOL News Collation 1 Survey motivation & consumer trend tracking: What are the consumption circumstances of Taiwanese consumers when sharing economy becomes the global heated topic “Sharing economy” was listed by Time of America in 2010 as one of the “top 10 ideas that would change the world”. The brand-new business mode has taken the world by storm. Starting from Uber and Airbnb growing promptly, the concept of the “sharing economy” has gradually been implemented into various services such as umbrella-sharing, shared power banks, bike-sharing, co-working spaces, sharing logistics, etc., which comes out as a new topic every year. Defined by the Economist, the sharing economy indicates that every resource can be rented on the Internet. The sharing economy is developed as a systemized business model with rapid and widespread matching driven by the Internet. Sharing means the separation of the right to use and the ownership, redistributing the idle resources, both tangible and intangible, so as to create benefits. Sharing Economy © Eastern Online Co., Ltd
  • 4. 83.5% 72.3% 44.4% 41.2% 32.9% 20.7% 4.4% 37.7% 16.4% 11.6% 7.0% 2.5% 3.6% 1.6% 51.1% Bike sharing (e.g. YouBike) Car sharing (e.g. Uber, iRent) Scooter sharing (e.g. WeMo, GoShare) Shared power banks (e.g. CHARGE Spot) Share house (e.g. Airbnb) Sharing logistics (e.g. Lalamove) Sharing space (e.g. WeWork) Not knowing/Not using Awareness rate Usage rate of the… 月EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 2 Sharing economy: The awareness rate is higher than the usage rate Sharing transportation services have the highest usage rate of consumers Based on EOL Group Survey, the awareness rate of all kinds of sharing services is higher than the usage rate. It means that consumers in Taiwan are familiar with the concept of the sharing economy but it still has a certain consumption gap from developing awareness into the behavior. Among all the sharing services, the sharing service in transportation has the highest awareness rate and usage rate. 88.8% Awareness rate and usage rate of sharing services Sharing transportation services © Eastern Online Co., Ltd
  • 5. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 3 More than 50% of consumers in Taiwan haven’t used the sharing services yet. Great regional differentiate: Consumers in Northern Taiwan are willing to try the sharing service most. More than 50% of consumers in Taiwan (51.1%) haven’t used the sharing services. • Bike Sharing has the highest usage rate of consumers in Northern Taiwan is over 40%, reaching 43.7% while consumers in Middle and Southern Taiwan also have a usage rate of higher than 30%. • Consumers in Northern Taiwan are more willing to try care-sharing services, with a usage rate of nearly 20% (19.8%). 各地區共享服務使用狀況 37.7% 51.1% 43.7% 19.8% 13.5% 8.0% 2.6% 2.0% Bike sharing (e.g. YouBike) Car sharing (e.g. Uber, iRent) Scooter sharing (e.g. WeMo, GoShare) Shared power banks (e.g. CHARGE Spot) Sharing logistics (e.g. Lalamove) Share house (e.g. Airbnb) Sharing space (e.g. WeWork) No using Overall(N=1000) Northern region(N=460) Middle region(N=200) Southern region(N=300) Usage rate in Northern Taiwan Usage rate in Northern Taiwan © Eastern Online Co., Ltd Usage condition of sharing service in each region
  • 6. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 4 Usage obstacle of Sharing transportation services Indifference quality, the available amount of facilities, and popularization of the service points are three main problems Three top problems of using sharing transportation services are: “Indifference quality of the facilities”, “insufficient amount of the facilities” and “Insufficient popularization of the service point”. “Insufficient popularization of the service point” is the largest problem (42.2%) for scooter sharing, which indicates that scooter sharing services are in short supply currently. In addition, the common problem for car sharing and scooter sharing is the inaccurate positioning of the APP, with over 30% of consumers respectively having this problem. It can be seen that the sharing economy is significantly affected by technology readiness. The accuracy and usability will directly affect the experience of consumers. 共享交通服務之使用困擾 31.3% 29.4% 27.4% 19.8% 19.0% 16.2% 15.1% 12.9% 8.2% .6% 23.3% 23.8% 31.1% 20.1% 36.2% 42.2% 31.9% 19.8% 17.2% Indifference quality of facility Insufficient amount of available facility Insufficient popularization of the service point Inconvenience/Not accustomed to the using process Inaccurate positioning of the APP Not smooth in communication with customer service Unstable APP Safety concerns on the facility Safety concerns on the service process Others No problem Overall(N=489) Bike sharingN=377) Car sharing(N=164) Scooter sharing(N=116) © Eastern Online Co., Ltd Usage problems of sharing transportation service
  • 7. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 5 Usage groups of sharing transportation have a high overlap rate Consumers who use scooter sharing have the highest overlap rate Sharing transportation service Mutual usage rate Overall Bike sharing Car sharing Scooter sharing Sample size 1000 377 164 116 Bike sharing (e.g. YouBike) 37.7% 100.0% 63.4% 74.1% Car sharing (e.g. Uber, iRent) 16.4% 27.6% 100.0% 49.1% Scooter sharing (e.g. WeMo, GoShare) 11.6% 22.8% 34.8% 100.0% Users of different sharing transportation services have a certain overlap rate: • Among consumers who use scooter-sharing services, 74.1% of them also have used bike sharing, while 50% have used car sharing. It indicates that users of scooter sharing services are the consumers who can utilize sharing transportation services best. Compared to the whole consumer group, they utilize the sharing service well and are willing to use diverse types of transportation. • Among the users of car-sharing services, 63.4% of them are also users of bike-sharing. 70% of consumers who use scooter-sharing service have also used bike-sharing service 50% of consumers who use scooter-sharing service have also used car-sharing service © Eastern Online Co., Ltd
  • 8. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 6 Consumption model of sharing transportation: pay when necessary Sharing transportation service frequency of usage 15.2% 26.7% 36.9% 0% 50% 100% Car sharing(N=164) Scooter sharing(N=116) Bike sharing(N=377) Once a week or more once two weeks once three weeks once a month or less Sharing transportation service usage model 0% 50% 100% Car sharing(N=164) Scooter sharing(N=116) Bike sharing(N=377) Regular using use when needed For sharing transportation, most consumers still prefer “use it when needed” and tend to choose “pay per use” as the payment model. (75.4%) Most consumers still cannot get used to the sharing consumption but see it as one of the random options. Becoming a frequent part of the consumers’ daily lives is the challenge for sharing business models. Sharing transportation service payment model Pay per use Long-term subscription Deduct after a one-time top- up 75.4% (N=459) 4.4% © Eastern Online Co., Ltd
  • 9. KEY TAKEAWAY Observation and Suggestion 7 The sharing economy has an awareness rate higher than the usage rate. The concept of the sharing economy is popular and known by consumers well, but it still has a certain consumption gap from developing awareness to behavior. Taiwan, which is an island rooted in technology, should utilize its strengths in technology to keep improving the details and providing a more friendly experience to users, such as user- friendly interfaces, accurate and timely positioning, etc., so as to discover more possibilities for sharing economy. Sharing service in transportation has the highest usage rate Among diverse sharing services, the sharing service in transportation has the highest awareness rate and usage rate. Sharing transportation provides Taiwanese consumers with a more convenient, economical, and environmentally friendly way of moving around. However, more than half of consumers in Taiwan(51.1%) haven’t used any sharing services. Encouraging consumers to take the first step in trying sharing services is still a challenge for the sharing economy. Indifference quality, the available amount of facilities, and popularization of the service points are three main problems For sharing service in transportation, the top three problems are: “Indifference quality of the facilities” (31.3%), “insufficient amount of the facilities” (29.4%), and “Insufficient popularization of the service point” (27.4%). Sharing transportation needs to fix the conditions of all the “insufficiency, reducing every consumption gap, so as to attract more consumers to use it for long. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) © Eastern Online Co., Ltd
  • 10. PART 2 Domestic vehicles/Import vehicles Car-owner-related consumption behavior survey EOL Group Survey Method: EOL Group - EOLembrain Online Member Survey Effective sample size: 1,000, 20-59 years old EOL Group/E-ICP Eastern Integrated Consumer Profile Valid Sample: 2,000 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 ± 2.9%
  • 11. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 1 10% of consumers plan to purchase car in the coming year In total, 50% of consumers consider purchasing car in 5 years EOL tracking intention of purchasing a car in the long term, more than 10% of Taiwanese consumers plan to “purchase a car in the coming year”, which means that in every 10 consumers, there is one potential car owner in the coming year. As of the survey results of December 2023, 12.7% of Taiwanese consumers plan to “purchase a car in the coming year” while 19.3% of them consider purchasing a car within 3 years and 18.5%. In total, there are 50% of consumers consider purchasing cars within 5 years, paying attention to the information about the car market. Consumers’ Intension for purchasing car within 5 years Weekly Tracking 0% 20% 40% 60% 80% 100% 2023.1 2023.2 2023.3 2023.4 2023.5 2023.6 2023.7 2023.8 2023.9 2023.12 2023.11 2023.122 Consider purchasing in the coming year Consider purchasing within 3 years Consider purchasing within 5 years Not consider purchasing within 5 years 49.5% 12.7% 19.3% 18.5% © Eastern Online Co., Ltd 2024.10 2024.12
  • 12. EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) 2 Car purchase for personal use is still the main way of car usage Consumers who rent cars for use, subscribe to the car, or use the sharing cars are less than 10% respectively. According to the long-term tacking survey by EOL, nearly 70% of consumers prefer to purchase the car for personal use (69.1%). Most consumers tend to see cars as durable goods, which still represents a promising market foundation for automotive brands. The emerging car usage models such as "car sharing," "long-term leasing," or "car subscription services" each account for less than 10 percent. Consumers’ way of car usage 0% 10% 20% 30% 40% 50% 60% 70% 80% 2023.1 2023.2 2023.3 2023.4 2023.5 2023.6 2023.7 2023.8 2023.9 2023.12 2023.11 2023.122 Long-term renting of the car Car subscription service Sharing car 69.1% Purchase car for personal use © Eastern Online Co., Ltd 2024.10 2024.12
  • 13. Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023 62.6 49.6 37.9 18.5 11.3 8.9 GPS navigation device Dashcam ETC/eTag Window tinting Phone holder Car floor mats Vehicle power supply Heat-insulating board Window deflector Immobilizer Airbag Car audio Vehicle charger Steering lock Avid power Reverse radar/rearview camera system Tire pressure monitoring system Speed radar detector Overall car owners(N=637) domestic car owners(n=516) import car owners(n=124) 3 The accessories car owners would like to buy most: GPS navigation devices and dashcams "GPS navigation devices," "dashcams," and "ETC/eTags" are the most common car accessories bought by car owners, and domestic car owners have a higher purchase proportion compared to import car owners. One possible reason is that import cars have more standard built-in accessories. However, import car owners are more willing to purchase additional accessories such as "window tinting," "heat-insulating boards," "reverse radar/rearview camera systems," and "tire pressure monitoring systems." Additional car accessories bought by car owners © Eastern Online Co., Ltd
  • 14. Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023 4 Consumption tendency: car owners can refuse the lure of promotion better Import car owners are more sensitive to “payment method reward” 49.0% 42.7% Q:I will buy more products in the promotion period than in usual Overall consumers agree -57.5% Domestic car owners agree -49.0% Import car owners agree -42.7% 61.3% Q:I will carefully consider which payment method can receive the most rewards. Overall consumers agree -56.6% Domestic car owners agree -61.3% Import car owners agree -51.4% Both domestic car owners and import car owners can refuse promotions better. Compared to the overall consumers (57.5%), their agreement proportion is lower than 50%. It is worth noting that import car owners are astute; they are more sensitive to "payment method rewards" and more cost-conscious (61.3%); whereas, domestic car owners are less concerned about the details of payment. Import car owner proportion of being affected by promotions Import car owner proportion of being cost- conscious in payment © Eastern Online Co., Ltd
  • 15. Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023 5 Modes of leisure: car owners have lower “screen dependency” Domestic car owners prefer to have “domestic travel” 58.7% Q:usually have domestic travel Overall consumers -54.4% Domestic car owners -58.7% Import car owners -51.6% Q:usually watch TV drama/popular videos Overall consumers -25.2% Domestic car owners -12.6% Import car owners -16.9% 12.6% Compared to general consumers, both domestic car owners and imported car owners are less interested in "watching TV dramas". This provides insights for advertising placement. Since car owners are not so interested in audio-visual entertainment, brands may consider reallocating advertising resources to other forms of entertainment or leisure activities. For example, in the case of "domestic travel," the preference of domestic car owners is higher than the overall average (58.7%). Domestic car owners Preference of watching TV dramas Domestic car owners Preference of domestic travel © Eastern Online Co., Ltd
  • 16. 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
  • 17. 70% Online Payment 31% Subscription-based streaming video services, such as Netflix, iQIYI, CatchPlay, etc. 12% Going to gym or sports classroom, such as boxing, yoga, TRX, Fitness Equipment 32% 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 EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) Survey to the usage ratio of new consuming behavior Usage rate of online payment keeps growing 3% 2 % 3% 1% 3 Others Upload TikTok video Accessing LINE Shopping Group Accessing Delivery App 2% Use online bank account 21% 3% 38% 2% 29% 1% 4% © Eastern Online Co., Ltd
  • 18. 38% Investment and Financial Management 38% 37% Shopping and Discount 39% Hot Topics Among Consumers in January Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in January? 2 EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (January 2024) Jan. *Sorted according to the proportion of January. Dec. 51% Food and Dining 51% 30% Politics 36% 28% Drama 25% Internatio nal Issues 21% 23% 20% Economic Development 20% 21% Culinary 20% © Eastern Online Co., Ltd.
  • 19. EOL Group is outstanding in consumer marketing research in Taiwan. With rich expertise in consumer market research, EOL Group has developed massive databases and utilizes AI to deepen its research, enabling it to grasp the real changes in industries and consumers. Companies in Taiwan Company in China
  • 20. 36 years 96 thousand household 1000M 200 thousand Member of Macromill Weekly index Asia Annual Trend seminar 400 attendees 200 companies 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 word-of-mouth among communities Online Survey Solid, fast and precise identification of registered members Trend Seminar
  • 21. EOL Consumer Research Team Integrated Platform Teams and Experts from Diverse Fields Marketing Suggestion Conquering the blind spots E-ICP consumer profile for 36 years The Online Survey Database with 200,000 Registered Members Offline Qualitative and Quantitative Survey Teams with practical experience composed of Experts from fields including: 1.Trned Study 2.Communication 3.Brand Marketing 4.Consumer Behaviors Precise database Effective and feasible strategic proposals Integrated marketing and communication services could be offered using resources of the Group ABOUT US Integrated Big Database Database of E-invoice Sales Volumes Shopping Area Evaluation Analysis Social Viewing and listening System
  • 22. Services of EOL E-ICP Lifestyle Database AI Public Opinion Database Real-time Online Surveys with Real-name Authentication Exclusive Five Major Database Qualitative and Quantitative Project Research Qualitative Focus Group Interview One-on-one Ind-depth Interview Quantitative (online & offline) Online Survey/Telephone Interview/ Interview at Households Central Location Test (CLT) Database for Sales Volumes from all Channels EOL Social Viewing and listening System Modeling of Prediction Model for Consumer Purchase Behaviors Real Estate Land Prices and Building Valuations Research of Shopping Area Integrated Big Data Analysis Services Customized Reports Workshop for Creation of Business Opportunities Consultancy Service for Brands and Trends Trend Reports Looking for Solutions E-invoice Database Shopping Area Evaluation Database
  • 23. 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 】