Snapshot of consumer behaviors of Mar. 2021 EOL i-SURVEY (EN)

Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City
Released on April. 01, 2021
Snapshot
of TW Consumer Behaviors of Mar. 2021
1. Analysis and interpretation of
consumer data of March 2021
• What would be the potential commercial opportunities from the topics
actively discussed among consumers?
• The changes of usage rate of food delivery platforms and TikTok
• Is there any significant consumption capacity from new habits formed by
the pandemic?
• What the willingness of consumers to receive vaccination after
becoming available?
2. Longitudinal Survey to Consuming Behaviors
Monthly tracking surveys, allowing you to grasp the latest market trends

Agenda
1. Analysis and interpretation of consumer data of March 2021
• As Mother’s Day is around the corner, what would be the potential commercial
opportunities from the topics actively discussed among consumers?
• What should brands be aware of the changes of usage rate of food delivery
platforms and TikTok?
• What would the consumers focus more on based on the from new habits formed by
the pandemic?
• What the willingness of consumers to receive vaccination after becoming
available? Is there any difference of the willingness of vaccination among different
age groups?
2. Tracking Survey to Consumer Behaviors
• Monthly tracking survey allows you to grasp the latest market trends
2

EOL Group/Marketing Department
Eastern Online Co., Ltd., 7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City
1. Analysis and interpretation
of Consumer Data

Consumer data 1:
Foreseeable Rise of Discussion of Shopping Offers
• International situation affects consumer activities: Based on the long-term tracking by EOL, by the end of the 2020
pandemic, it appears that there is a negative correlation between the extent of consumer discussion on shopping information
and the development of relevant issues of the international situation.
• Discussion of shopping to change the mood: By the end of development of issues of international situation and economic
development, the proportion of consumers currently discussing shopping offer topics with relatives and friends slowly
climbed from 30.8% to 36.2%, highlighting the demand for relevant information.
4
25.9% 27.3%
22.3%
25.9%
22.2%
35.0%
38.0%
30.8% 32.0% 38.3%
34.7%
36.2%
10%
20%
30%
40%
7月 8月 9月 10月 11月 12月 1月 2月 3月
2021
Topics Discussed
政治國際情勢經濟發展購物優惠
2020
Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar.
International Economic Shopping
Politics situation development offers
EOL Monthly Survey, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in 2020 - 2021 © Eastern Online Co., Ltd.

Consumer data 2:
Food Delivery Platforms Develop to the Next Level
• The usage rate of the food delivery platforms exceed 35% for 4 consecutive months: Under the impact of the 2020 pandemic, the
usage rate of delivery platforms stayed between 30% and 35% from March to November, which was a sign of the plateau period. It is worth
noting that after exceeding the level of 35% in December 2020, such usage rate once again is at a plateau state all the way to date. It is
suggested to pay close attention to the adhesion of the food delivery platforms to consumers’ daily life and whether they would generate the
subsequent impact of changes in consumer habits and shopping approaches.
5
15.5%
18.2%
14.6%
25.2%
20.7%
29.6%
31.9%
28.8%
35.6%
30.9%
29.9%
33.3%
31.6%
36.1%
31.5%
36.5%
36.8%
38.2%37.7%
0%
10%
20%
30%
40%
50%
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
2019 2020 2021
Usage Rate of Delivery Platform (Uber Eats and foodpanda, etc.)
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.

Consumer data 3:
Gradual Rise of the usage rate of TikTok after the Pandemic
• Gradual reversal of TikTok after sharp decline: Under the TikToK boom, its usage rate once exceeded 27% in
2019. As the craze diminished slightly, such rate stayed between 17-19% for a long period of time.
• The lasting usage rate near 20%: The usage rate of TikTok exceeded 20% viewing once again during the
pandemic in March-April 2020, then it dropped again as the pandemic slowed down. It was not until September 2020
that it gradually rose up, approaching the 20% threshold again.
6
27.7%
22.2%
19.2%
25.6%
19.6%
17.4%
19.7%
19.1%
19.9%
18.7%
19.9%
21.6%
19.8%
16.3%
17.7%
15.9%
18.2%
14.2%
16.5%
17.5%
19.1%
17.8%
17.9%
18.8%
0%
10%
20%
30%
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
2020 2021
Viewers who watch video clips on TikTok
2019
The decline Plateau
Plateau under cyber
security issues
Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar.

Consumer data 4:
New Lifestyle in the Post-pandemic still Mainly Focuses
on the Online Shopping/Cooking at Home
7
* Level of survival: the proportion of the activities that interviewees is currently doing and will keep on in the future.
45%
41%
33%
41%
36%
29%
42%
32% 30%
42%
37%
43% 42%
45% 44%
30%
32%
32%
32%
43%
57%
42%
38%
0%
10%
20%
30%
40%
50%
60%
0%
10%
20%
30%
40%
50%
60%
逛
網
路
購
物
在
家
開
伙
打
掃
家
裡
線
上
金
融
理
財
工
具
在
家
泡
茶
/
泡
咖
啡
在
家
食
用
冷
凍
食
品
與
家
人
聊
天
互
動
外
送
到
家
餐
點
食
用
保
健
食
品
檢
視
投
資
/
保
險
規
畫
線
上
遊
戲
在
家
看
書
/
雜
誌
室
內
運
動
國
內
旅
遊
付
費
線
上
影
音
遠
端
工
作
/
會
議
陪
伴
寵
物
自
行
護
膚
/
染
頭
髮
與
朋
友
遠
端
視
訊
聊
天
登
山
/
攀
岩
/
潛
水
/
自
…
報
名
線
上
學
習
在
家
製
作
蛋
糕
/
點
心
朋
友
到
家
中
聚
會
目前在做未來繼續做存續率
online
shopping
Cooking
at
home
Clean
The
house
online
Financial
tools
Make
tea/
coffee
at
home
Reheat
frozen
foods
at
home
Chat
and
interact
with
family
Members
In person
Order
food
from
online
platforms
Take
dietary
Supple-
ment
Online
VOD
platforms
Review
investment/
insurance
plans
online
gaming
Read
books/
Mag.
at
home
Indoor
sports
Domestic
tourism
Con-call/
working
from
home
Spend
time
with
pets
Online
chatting
with
friends
Self
skincare/
hair
dyeing
Have
parties
at the
places
of
friends
Mountain-
climbing/
rock-
climbing/
diving
Apply
for
online
learning
Make
cakes/
desserts
at home
Survival Rate
I will keep doing it
I’m currently doing it
• Important business opportunities from the post-pandemic lifestyle: The survival rate of behaviors developed during the pandemic averages
40%, hence the related business opportunities are worth being focused. These behaviors include online learning (with a survival rate over 50%),
followed by online shopping and domestic tourism (45% respectively), online financial tools, chatting and interacting with family members, reviewing
investment and insurance, reading books/magazines at home, indoor sports, using online VOD platforms, mountain/rock climbing activities and making
dessert and cakes at home; although online learning is small in volume, its level of survival indicates the potential for further development and
growth.
• The key habits developed: The pandemic has been generating turbulence for a year. In reviewing related activities, online shopping and cooking at
home are the activities with the largest volumes of consumers, respectively with 40% of the total volume and will continue to be practiced in the following
six months. Such activities will continue to account for significant proportion of the lifestyle of post-pandemic era.
EOL Monthly Survey, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Mar, 2021 © Eastern Online Co., Ltd.

Consumer data 5:
Observation rather than Immediate Vaccination
• More than half of the interviewees intend to receive vaccination only after the majority of people are vaccinated: In the face of frequent vaccination issues abroad
and the setbacks of Taiwan's procurement of vaccines, the Taiwanese general public becomes relatively conservative in their willingness of receiving the vaccine, and more
than 75% of them would wait until their close friends or relatives or the majority are vaccinated. The data shows that the vaccination willingness of the age group “40-59
y.o.” is even lower. Further, more than 80% of the interviewees with older ages would consider to receive the vaccine only after most of the others are vaccinated.
• There is room for acceleration in information dissemination: The proportion of "early adopters" of vaccination is 12.1%, which has reached the threshold for influencing
to the public (1-2 people), and thereby expand for influencing the late adopters (which accounts for the largest proportion).
8
7.2% 8.0%
12.4%
48.8%
23.6%
4.0% 5.0% 10.8%
52.0%
28.2%
0%
10%
20%
30%
40%
50%
60%
一
開
放
就
率
先
接
種
開
放
施
打
後
，
尚
未
普
及
就
會
去
接
種
，
比
一
般
人
更
早
接
種
等
身
邊
有
一
兩
個
人
接
種
後
，
才
會
接
種
身
邊
多
數
人
接
種
，
聽
過
評
價
後
，
再
行
接
種
對
疫
苗
沒
信
心
，
要
等
到
大
家
都
施
打
後
，
才
考
慮
接
種
Willingness of COVID-19 Vaccination (By Age)
20-39歲 40-59歲
20-39 y.o.
5.6% 6.5%
11.6%
50.4%
25.9%
0%
10%
20%
30%
40%
50%
60%
一
開
放
就
率
先
接
種
開
放
施
打
後
，
尚
未
普
及
就
會
去
接
種
，
比
一
般
人
更
早
接
種
等
身
邊
有
一
兩
個
人
接
種
後
，
才
會
接
種
身
邊
多
數
人
接
種
，
聽
過
評
價
後
，
再
行
接
種
對
疫
苗
沒
信
心
，
要
等
到
大
家
都
施
打
後
，
才
考
慮
接
種
Willingness of COVID-19 Vaccination
General
Public
Will
immediately
receive
the vaccine
after it
becoming
available
Will
receive
the vaccine
after
Some of
the close
relatives
or friends
are vaccinated
Early Adopters
Late
Adopters
Will
receive
the vaccine
(before it
becoming
widely
available)
earlier than
most of
the others
Will receive
the vaccine
after some of
the close
relatives
or friends
are vaccinated
Will
Immediately
receive
the vaccine
after it
becoming
available
Will receive
the vaccine
after most of
the close ones
are vaccinated
and hearing
the public
opinions
Not confident
with the
vaccines,
And will consider
the vaccination
only after
everybody
else are
vaccinated
Not confident
with the vaccines,
will consider
the vaccination
only after
everybody
else are
vaccinated
Will
receive
the vaccine
after
most of
the close ones
are vaccinated
and hearing
the public
opinions
40-59 y.o.
Will receive
the vaccine
(before it
becoming
widely
available)
earlier than
most of
the others

Key Takewaway
• Discussion about Shopping is Slowly Rising
• The tendency of shopping: After distracted by issues of the international situation and economic development
since October 2020, the discussion of topics of shopping offers has risen slowly to 36.2%.
【Suggestions】
1. Focus on issues related to consumption: As the status of the pandemic stabilizes and the attention of
international news coverage declines, consumers are able to care more about issues related to consumption
offers.
2. Providing offers separately before Mother’s Day period: Some brands have been focusing on women
clients since March to arouse the desire of shopping. Upon there is a higher level of actively discussion of
shopping offers among consumers, relevant release of information inducing shopping could be initiated to
seize the business opportunities of consumption during the period of Mother’s Day in May.
9

Key Takewaway (cont’d)
• Strong Marketing Campaign Pushes Delivery Platforms to a New High Level
• A solid usage rate of 35%: The usage rate of the food delivery platforms has exceeded 35% for four
consecutive months; in addition to delivery of foods and meals, the service of grocery delivery seems to have
succeeded in attracting consumers to use the platforms.
【Suggestion】 Under the constant investment in advertising, the food delivery platforms in 2020 have become
one of the major options for consumers to buy meals and snacks. After the expansion to grocery delivery service,
it would be the focus that whether the delivery platforms could be able to complement physical channels and
compete with online shopping platforms in the future.
10

• It’s Short, It’s Funny, and It can Make You Laugh --- Gradual comeback of TikTok
• Gradual comeback: TikTok used to be trendy in Taiwan in 2019, then its usage rate dropped below 20% until the slight
rising during the pandemic. Currently, the usage rate of TikTok is slowly rising, and there is a tendency that it would
exceed 20% again.
• The significant importance of middle-aged viewers: According to the data, the age group of “40-59 y.o.” (23%) has a
higher viewing rate than the age group of “20-39 y.o.” (14%) does, indicating that regardless for stress relief or
assisting/allowing children under 20 years old to view, the middle-aged viewers have higher and more solid viewing rate
than those of 20-39 y.o. do.
• Diffusion effect of videos: Creative video templates, amusing sound effects, and exaggerated performances by
creators allow viewers to enjoy stress-free viewing experiences without any burden.
【Suggestions】
1. Incorporating brand materials and seizing the diffusion effect of communities: TikTok not only has the ability of
communication diffusion on the platform, but is also visible among major social media and communication software.
Brands shall continue to invest in related marketing using video clips to master cross-platform viral diffusion.
2. From contents to shopping: From Facebook, TikTok, shopping redirecting links to the live streaming of online
shopping platforms, all and each of the major social media platforms are actively establishing their shopping checkout
mechanisms, which are assisting brand operators, influencers, and streamers to promote shopping conversion rate of
consumers. Direct links of the contents for redirecting to the shopping process will be the focus of the development of
related new media. Meanwhile, it is a sign that reminds brand operators to fully understand how to establish the bridge
between consumers with new media while evaluating the sales effectiveness of such bridging channel.
11

• Lifestyles of Post-pandemic Era
• Important business opportunities from lifestyle of post-pandemic era: These new lifestyles activities have an average survival rate at 40%. Hence, related
business opportunities from activities with a survival rate of more than 40% shall be especially focusing on. These activities include online learning (over
50%), online shopping and domestic tourism (45% respectively), online financial tools, chatting and interacting with family members, reviewing
investment insurance, reading books/magazines at home, indoor sports, online VOD, mountain/rock climbing, and making cakes and dessert at home.
Although online learning is small in volume, its level of survival indicates the potential for further development and growth.
• The key habits developed: The pandemic has been generating turbulence for a year. In reviewing related activities, online shopping and cooking at home
are the activities with the largest volumes of consumers, respectively with 40% of the total volume and will continue to be practiced in the following six
months. Such activities will continue to account for significant proportion of the lifestyle of post-pandemic era.
【Suggestions】
1. Changes in habits of the post-pandemic era: Based on the current survival rate of activities that will continue to be practiced in the future, the consumer market
has begun to show the big picture of the new lifestyle for post-pandemic era. It is suggested to focus on business opportunities related to activities with potential
and actively play the important role in consumers' new lifestyle.
2. The importance of “micronet”: Brands shall focus on activities with a relatively high survival rate. for example, online learning would continue to be practiced
by nearly 60% of its current consumers. Hence, we could understand consumers’ needs based on their reasons to take online learning, and the pleasure and
pain they experienced during the learning process. We can even offer ads on online learning platforms to reach consumers.
3. The higher importance of online shopping: The overall shopping and process satisfaction levels shall be reviewed, and adjusted (for example, the push
notification of ads of commodities that can properly satisfy consumer needs, optimizing the convenience of the checkout process, or providing exclusive
recommended offers) to increase customer adhesion among different online shopping platforms.
4. The high degree of competition in the fields of online shopping: The degree of competition among participants of e-commerce is getting higher as the
pandemic has resulted in a large number of consumers or multiple investments moving into the online shopping market. Online shopping is not only meeting
basic shopping needs, but also testing whether a brand could further propose a new marketing approach which is different from common promotions, festivals,
and bonus points marketing to constantly attract consumers.
5. Domestic tourism: Because it is still not clear when the international tourism would be re-opened, consumers would still visit relevant domestic attractions. Brand
operators may consider implementing related marketing activities incorporated with domestic tourism to create special experiences for consumers when they are
traveling, such as unique hotel amenities or having products sold at scenic spots, etc.
12

• People are Relatively Conservative in Terms of Vaccination
• 75% of the interviewees would rather observe the subsequent development: Due to news of side
effects of vaccines in western countries and the rather stable epidemic status in Taiwan, Taiwanese
people intend to observe the subsequent development of vaccination rather than immediately
receiving the vaccine.
【Suggestions】
1. If there is any delay in the public vaccination schedule: There would be a direct impact on
domestic consumer confidence. Therefore, relevant policies are worth paying close attention to,
such as travel bubbles, vaccine passports, and vaccination programs. Brands shall pay close
attention to consumers’ trends towards vaccination to seize relevant opportunities
2. If the public vaccination schedule is accelerated: The issues related to vaccines would be an
important community topic after the start of the vaccination. Brands could formulate related
marketing plans incorporated with vaccination, which could be PR activities to encourage corporate
employees to receive the vaccine, or the marketing campaign that directly encourages consumers
to receive the vaccine (such as offering free health supplements).
13
13

2. Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City

Mind Shares Obtained by Top 5 YouTubers in Mar. 2021
15
# 5 16 UP
# 3 --
# 1 --
# 2 --
# 4 --

Mind Shares Obtained by YouTubers
Rank Feb 2021 Mar 2021
Changes of Ranking since the Survey
in Feb 2021 (Adopting the Same
Research Method)
1 Muyao 4 Super Playing Muyao 4 Super Playing --
2 Chien’s Eating Chien’s Eating --
3 Aga Tsai Aga Tsai --
4 TGOP TGOP --
5 Tsai’s Family Eye Central Television ▲ 16
6 Joeman Hailey ▲ 3
7 NSFW Catino Crazy News ▲ 1
8 Catino Crazy News Ku's dream ▲ 5
9 Hailey Korea jin zhen gu ▲ 3
10 Ray Du English NSFW ▼ 3
11 Aga Tsai Life Joeman ▼ 5
12 Korea jin zhen gu chuchushoeTW ▲ 23
13 Ku's dream BAICHI PRINCESS ▲ 7
14 That Girl Kiki fumeancats ▲ 4
15 Jesse Tang Aga Tsai Life ▼ 4
In addition to the number of subscribers and the video views, the monthly consumer heart shares obtained could also
reflect the difference in influence between YouTubers. The following are a table of YouTuber channels that consumers
have actually (and most frequently) watched (i.e. channels which could be clearly identified by consumers) in the past
month, which serve as the reference for mind shares obtained by each listed channel.
16
© Eastern Online Co., Ltd.

Hot Topics Among Consumers in March
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in March?
17
EOL Monthly Survey, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Mar. 2021 © Eastern Online Co., Ltd.
49%
Food
and
Dining
36%
Shopping
and
Discount
40%
Investment
27%
Movies
and
Entertain
-ment
22%
Economy
22%
Foreign
Issues
21%
Culinary

Utilization Survey to New Consumer Behaviors
59%
Online Payment
Trying out cleaning products
of unfamiliar brands(25%)，
I would like to try it out even
having never heard of it before
(11%)
21%
Purposeful diet control
behaviors
23%
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
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos
to TikTok
Going to Gyms
Having Micro-
cosmetic Surgery
No
Change
18
No
Change
No
Change
EOL Monthly Survey, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Mar. 2021 © Eastern Online Co., Ltd.
No
Change
No
Change
No
Change
2%
3%
3% 3%

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Marketing Manager Joce Yang #816
Deputy Director Ethan Yang #812
【Contacts for Business Cooperation】---------------------------------------------------
VGM Amanda Li #806 Email：amanda@isurvey.com.tw
Director Tina Peng #809 Email：Tina@isurvey.com.tw
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City, Taiwan

Snapshot of consumer behaviors of Mar. 2021 EOL i-SURVEY (EN)

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