Snapshot of Consumer Behaviors of Mar. 2022-EOLiSurvey (EN)

1. Consumer’s Knowledge and Willingness to Attend in the Metaverse
2. Survey on Consumer Perceptions of Rising Prices
3. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
of TW Consumer Behaviors of March 2022
Snapshot
Released on Apr. 8, 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

Agenda
1. Consumer’s Knowledge and Willingness to Attend in the Metaverse
2. Survey on Consumer Perceptions of Rising Prices
3. Tracking Survey to Consuming Behaviours
• Utilization survey to new consumer behaviours
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Mar. 2022) © Eastern Online Co., Ltd.

東方線上消費者研究集團 /行銷部
東方線上股份有限公司，台北市大安區信義路四段306號7樓
Consumer’s Knowledge
and Willingness to Attend
in the Metaverse
PART １

• 80% of consumers have heard of the Metaverse, 90% of them have heard of cryptocurrency: in the past two years, many new
internet slangs have not only been spread among senior netizens, but also become hot topics.
• Players recognize different types in Metaverse ecology-related terms: but to take a board view of Metaverse inextricably linked
terms, such as for virtual assets for non-fungible tokens (NFT), Social Media platform like Discord and blockchain technology which
gamers and Metaverse players frequently discussed about, is highly recognized by the young generation.
Consumer’s Knowledge and Willingness to Attend in the Metaverse
80% of consumers have heard of the Metaverse
4
Blockchain
cryptocurrency
NFT
Roblox
Discord
WEB 3.0
Metaverse
80%
19%
70%
90%
56%
29%
4%
Percentage of new slang you've ever heard
53%
81%
67%
0% 20% 40% 60% 80% 100%
Metaverse
Discord
NFT
Blockchain
Percentage of new slang you've ever heard
(by age)
All
20~29y
30~39y
40~49y
50~59y

Consumer’s Knowledge and Willingness to Attend in the Metaverse
80% of the consumers have had basic virtual life experiences
30% has engaged in the Metaverse in the past two years
5
69%
43% 42%
34% 31%
20%
13%
Bought
the
stickers
Played
pokemon
Played
life
simulation
games
Create
your
own
avatar
on
the
mobile
Bought
props
for
the
virtual
character
Put
on
the
VR
helmet
to
experience
the
virtual
world
None
of
the
Above
Virtual life experiences
27% 21% 20% 28% 4%
Willingness to Enter the Metaverse
No willingness to enter the Metaverse
Hold back and wait until 6 years later or longer
Will enter the Metaverse in the following 3-5 years
Will enter the Metaverse in the following 1-2 years
Have entered the Metaverse
32%
• Metaverse attempts to create an another virtual living space for consumers. Hence, the existing life experiences at the virtual world
may be the factors affecting public acceptance. For brands thinking about reach customers in the Metaverse, first the brands need
to understand how familiar they are with the virtual life, and use appropriate languages to improve communication efficiency.
• From the survey data, stickers are the most used virtual life tools for consumers, followed by simple mobile or computer games.
As for avatars or VR games, they takes multiple procedures, so willingness to have them is reduced to less than 30%.

東方線上消費者研究集團 /行銷部
東方線上股份有限公司，台北市大安區信義路四段306號7樓
Survey on
Consumer Perceptions of
Rising Prices
PART 2

Survey on Consumer Perceptions of Rising Prices
All of Consumers Have Noticed Prices on the Rise
7
• 98% of the consumers have noticed price increase: regardless of gender, age, or region of residence, all the consumers are feeling
price increases at current market.
• Consumers still have desire to purchase, but it's not good enough to proactively discuss the discount: comparing the scores of
consumption desire at the first quarter of 2021 and 2022, the average score in 2022 is slightly higher than the previous year. It
shows that even if consumers feel the price increase, they are still eager to consume.
• It’s worth noting that the build up in inner desire and pressure of price increase did not stimulate consumers to proactively talk about
discounts. It implies that consumers are taking a wait-and-see approach, trying to keep the existing life unchanged, slightly adjusting
various living expenses.
98% 97% 99% 97% 97% 97%100%98% 99% 97% 98%
All
Male
Female
20-29y
30-39y
40-49y
50-59y
North
Central
South
East
&
Offshore
islands
Consumer perception of Price Increase
(%)
52
55
53
57
53
56
35%
0%
10%
20%
30%
40%
50%
44
46
48
50
52
54
56
58
Jan Feb Mar Apr May Jun Jul AugSep Oct NovDec Jan Feb Mar
2021 2022
Consumption Status
Have a desire to consume
Proactively discussed the discount (%)

Survey on Consumer Perceptions of Rising Prices
Consumers feel the pinch on take-out/ foods price increases
8
• Take-out and fresh foods are the most items to suffer, more than 70% of consumers felt the take-out prices for three meals a
day are on the rise; and 60% are feeling the pinch about home cooked fresh food . In addition, room temperature/frozen food and
groceries are also occupied within the top ten items.
• Mix & Match on Mother's Day: According to the survey, the common products during Mother's day are skincare products, clothing,
shoes and appliances, which are not the first items that consumers are aware of price increases. It is suggested to make brands
appropriately connect with the products consumers are currently interested in, such as extra daily coupons or catering discounts,
being a warm marketing to fight inflation. Thus, there is a lower possibility of being removed when consumers adjust their expenses.
74%
60%
48% 46% 45% 44% 41%
23% 22% 21% 19% 19% 18% 17% 15% 15% 14% 13% 12% 11% 10% 10%
2%
Daily
meals
(eat
out)
Fresh
food
Canned/prepared
food
Tissue/sanitary
products
Frozen/refrigerated
food
Gathering
dinning
Ready-to-eat
frozen
food
Dietary
supplement
Personal
care
products
Household
cleaning
products
Communication
products
Skin
or
body
care
products
Apparels
Auto
and
motor
Stationery
supplies/
groceries
PC/Laptop
Major
appliances
Shoes
Cosmetics
Small
appliances
Pet
foods
Bags
None
of
the
above
Items customers see rise in price (%, multiple answers)

PART 3
Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. / 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City

Utilization Survey to New Consumer Behaviors
60%
Online Payment
Trying out cleaning
products of unfamiliar
brands(21%)，
I would like to try it out
even having never
heard of it before (7%)
19%
Purposeful diet control
behaviors
24%
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
10
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
5%
6%
No
Change
5% 4%

Hot Topics Among Consumers in Mar. 2022
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with
friends in Feb.?
11
35%
Shoppi
ng and
Discou
nt
28%
Entertai
-nment
49%
Food
and
Dining
38%
Investm
-ent
22%
Cooking
44%
Internati
onal
Environ
ment
19%
Economy
23%
Politics

Mind Share Obtained by
Top 5 YouTubers in Mar. 2022
12
# 4
# 5
# 3
# 1
# 2
2 UP
2 DOWN
2 DOWN
2 UP
2 UP

Mind Shares Obtained by YouTubers
Rank FEB 2022 MAR 2022
1 Muyao 4 Super Playing Chien’s Eating ▲2
2 Aga Tsai 77sevenboss ▲2
3 Chien’s Eating Muyao 4 Super Playing ▼2
4 77sevenboss Aga Tsai ▼2
5 Catino Crazy News TGOP ▲2
6 Koreajinzhengu Koreajinzhengu - -
7 TGOP Joeman ▲3
8 Aga Tsai Life Aga Tsai Life - -
9 HOOK HOOK - -
10 Joeman Ku's dream ▲2
11 HowFun Catino Crazy News ▼6
12 Ku's dream Jesse Tang ▲4
13 shasha77 Taiwan Talent Show ▲10
14 EYECTV kiki_ ▲7
15 Aotter Girls: Girl's Tech Talk Potter King ▲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.
13

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)
15
1000M
200,000
Members
34 Years
55,000
Households
400
Participants
200
Institutions
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
iSurvey
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
16
Market Analysis
Allow you to comprehend
the scale, profitability and
annual growth of the
market you plan to enter
Competition
Overview
the number of competitors
and their competitiveness,
and
• market shares,
• channels distribution,
• product lines
Consumption
Preferences
and Behaviors
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

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
18
Consumers Database
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
1 2 Project Research
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
Big Data Analysis
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
3

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
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
#806 Email：amanda@isurvey.com.tw
【Contacts for Business Cooperation】

Snapshot of Consumer Behaviors of Mar. 2022-EOLiSurvey (EN)

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