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of TW Consumer Behaviors of Oct. 2022
Snapshot
Released on Nov. 9 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey: How the consumers plan to spend in Department
Store & E-Commerce Anniversary
2. Analysis:The Change in the Mind Shares Obtained by
YouTuber
3. Tracking survey to consumer behaviors
• The consumer behavior in the top 8 items and
the change in the attitude as inflation rates rising
• Utilization survey to new consumer behaviors
• Ranking of hot topic types among consumers
Contents
2
1. Survey: How the consumers plan to spend in Department Store &
E-Commerce Anniversary
2. Analysis:The Change in the Mind Shares Obtained by YouTuber
3. Tracking survey to consumer behaviors
• The consumer behavior in the top 8 items and
the change in the attitude as inflation rates rising
• Utilization survey to new consumer behaviors
• Ranking of hot topic types among consumers
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
2
• Online research
• N=1000/per month, 20~59y
• all Taiwan, Sample distribution is based on the demographic of Taiwan
Method
Survey: How the consumers plan to
spend in Department Store &
E-Commerce Anniversary
PART 1
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
Shopping offers receive more discussion but not as
much as that in 2019
4
• Consumers have more discussion on shopping offers initiatively but it is still not as heated as that in 2019. The department store
deals have had the least discussion among those in the past three years.
• Consumers paying less attention to political issues may stimulate consumption: Knowing from data in the past, consumers’ attention
to political issues will distract their attention from shopping offers. If the nine-in-one elections have a low discussion, it may stimulate
consumption.
Shopping
Discount
Politics
Department-
Store
Discount
Offer
1
0%
20%
40%
60%
Mar
Apr
May
Jun
Jul
Aug
Sep
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
Proactively Shared Topics
2019 2020 2021 2022
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
More than 40% of consumers will go shopping but
the estimated spending may decrease
5
• Consumers have a lower desire to shop compared to that in the last year: Even without the stimulus voucher, there are still about 42%
of consumers plan to spend on the department anniversary sale/ double 11 shopping festival
• About 10% of consumers prefer not to spend money due to worries about the economic situation, which is more than that in the
past two year
• The amount of estimated spending decreases to TWD 7,702: there is not much difference between the shopping willingness of this year
and that of last year, but the amount of estimated spending is the lowest compared with those in the past three years
2
15% 20% 16%
27%
58%
64%
65%
73%
27%
15% 19% 17%
8,612
7,995 8,042
7,702
5000
7500
10000
0%
20%
40%
60%
80%
100%
2019 2020 2021 2022
Shopping plan for the anniversary sale/Double 11
I may spend much or
little
I plan to spend
I do not plan to
spend
Money to spend
(average)
(NTD)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
5%
23%
14%
32%
10%
17%
6%
24%
15%
33%
6%
16%
8%
18%
12%
34%
7%
20%
Department stores’ anniversary sale
Double 11 Shopping Festival
Both
I will compare promotions before
buying
I may not spend any money
because the economy worries me
I have everything I need, so there is
no plan for shopping this year
Which shopping festival do you expect to
spend on?
2022 2021 2020
Department stores’ anniversary sale
Double 11 Shopping Festival
Both
I will compare promotions before
buying
I may not spend any money because
the economy worries me
I have everything I need, so there is no
plan for shopping this year
Facial care products and health food stimulate
consumption
6
• Among the main items in the department anniversary sale/ double 11 shopping festival, facial care products and health food are being
focused on as the items that consumers plan to buy this year. Not only so, but these two kinds of products are also the must-buy targets for
consumers every year. Hence, they are predicted to be the drive of the whole shopping festival
• Compared to the products being planned to be bought and the must-buy products each year, consumers have less willingness on buying
cosmetics, household appliances for a healthy life, and functional household products (e.g. functional pillows and comforters)
0%
5%
10%
15%
20%
25%
0% 5% 10% 15% 20% 25% 30% 35%
Items Planed to purchase this year
*XY axis cross at the average value
3
Facial care
Items
Usually
Purchased
Every
Year
During
This
Shopping
Season
Smart Phone
Household Electronics
Household Cleaner
Health Electronics
Cosmetics
Functional
Bedding/ Duvets
TV/ HIFI
Others
Furniture
Health Supplement
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
Consumers 20-29 years old go shopping less, turn off
the notification of app, and have low shopping desire
7
• 47% of consumers accept discounts at shopping festival: No matter how much shopping desire they have, there are almost half of
consumers keep receiving information about the shopping festival
• Refuse information about shopping both in physical and online ways to reduce the shopping desire: Among various ways to refuse
information about shopping discounts, “go shopping outside less” is the most way consumers choose(23%), followed by “turn off the
notification of app”(20%)
• The younger consumers are, the most likely they would refuse information: Compared with consumers in 40-49 years old, consumers
in 20-29 years old are more likely to control themselves in receiving information about shopping discounts in various ways
20%
16%
11%
23%
16%
11%
1%
47%
Turn
off
the
notification
of
app
in
the
phone
Turn
off
the
information
from
the
Brand
official
account
in
LINE
Turn
off
the
notification
of
LINE
Group
Go
shopping
outside
less
Visit
favorite
stores
and
shopping
areas
less
Ask
friends
and
relatives
to
remind
you
to
have
rational
consumption
Other
ways
Non
of
above
How do people refuse the lure of shopping in the department
anniversary sale/ double 11 shopping festival?
All 20~29y 30~39y 40~49y 50~59y.
1,000 230 270 270 230
Turn off the notification of app in
the phone
20% 27% 20% 21% 13%
Turn off the information from the
Brand official account in LINE
16% 21% 15% 17% 10%
Turn off the notification of LINE
Group
11% 12% 12% 13% 7%
Go shopping outside less 23% 25% 21% 23% 22%
Visit favorite stores and shopping
areas less
16% 21% 11% 16% 16%
Ask friends and relatives to
remind you to have rational
consumption
11% 19% 15% 6% 5%
Other ways 1% 1% 0% 1% 2%
None of Above 47% 34% 47% 49% 59%
4
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 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
Analysis:The Change in the Mind
Shares Obtained by YouTuber
PART 2
20% of consumers are YouTube heavy users who use
YouTube for more than 2 hour
9
• The percentage of consumers who use YouTube for more than 2 hours increases by 5%
• About 20% of consumers realize they spend more time watching YouTube
• Compared to the intensity of changing the behavior in watching YouTube in 2020, the intensity of the change is lower.
1
18% 17%
-19%
-17%
2020年9月 2022年10月
近一個月使用YT相較之前的
變化
35% 30%
24%
24%
26%
26%
15%
20%
0%
20%
40%
60%
80%
100%
2020年9月 2022年10月
近一個月使用YouTube的時間
每天超過2小時
每天1到2小時
每天30分鐘到1小時
每天不到30分鐘
Q. For how much time do you watch YouTube in the last month?
Q. Have you decreased or increased time on YouTube in the last month?
The Time Spent using YouTube in the last month The comparison of the change in using
YouTube in the last month and in the past
Sep. 2020 Oct. 2022
Increase
Decrease
More than 2hrs
1~2hrs
30min~1hr
Less than 30mins
Sep. 2020 Oct. 2022
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
The young spend more time in watching YouTube and
has less change
10
• According to the analysis data in 2022, more consumers in 20-29 years old spend over 2 hours watching YouTube every day
compared to consumers of other ages and over 60% of them spend over 1 hour using YouTuber watching YouTube every day
• Compared to the data in 2020 and 2022, the percentage of heavy users in 20-29 years old was 20% in 202 and increased to 25% in
2022, which increase faster than that in other ages.
• Regarding changing the behavior in using YouTube, the amount of increasing the using time and reducing the using time are similar in every
age of consumers while such change in 20-to-29-year-old consumers is stronger than that in other ages consumers in 2020. In 2022, such
change is stronger in consumers of older ages. Therefore, the brand should take consideration into the change in marketing effect when
cooperating with Youtuber.
2
23% 18%
32% 31%
44%
34%
43%
36%
24%
21%
26% 24%
21%
27%
23%
23%
33%
36%
27%
23%
22%
23%
20%
23%
20% 25%
15%
22%
13% 16% 15% 18%
0%
20%
40%
60%
80%
100%
20-29 30-39 40-49 50-59
The Time Spent using YouTube in the last month
每天超過2小時
每天1到2小時
每天30分鐘到1小時
每天不到30分鐘
20~29 30~39 40~49 50~59
2022
2020
More than 2hrs
1~2hrs
30min~1hr
Less than 30mins
22%
15%
20%
16% 15% 16% 18%
22%
-23% -21%
-19%
-14% -17% -17% -17% -15%
The comparison of the change in
using YouTube in the last month and
in the past
20~29 30~39 40~49 50~59
Increase
Decrease
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
The percentage of targeted watching has reduced in
the recent four years
11
• The percentage of choosing “I don’t take initiative to watch a particular Youtuber.” during 2020-2021 is higher than the average percentage
of the past four years. Overall, consumers watch YouTube more comprehensively during the pandemic period.
• After the pandemic condition goes better, the percentage of targeting a particular Youtuber actively (targeting rate*) has increased at the
end of 2022, which still needs to be observed if it will keep increasing.
• From the mind shares obtained by the Top 1 YouTuber since 2019, it is shown to decrease, which means that, recently, only about 10% of
consumers will watch the particular Youtuber actively.
3
*targeting rate=100% minus the percentage of “I did not proactively follow any YouTubers”
**XY axis cross at “I did not proactively follow any YouTubers” average value 32%
***Only location set in Taiwan YouTubers will be listed in the survey
0%
10%
20%
30%
40%
50%
Mar.
Apr.
May
Jun.
Aug.
Sep.
Nov.
Dec.
Feb.
Mar.
May
Jun.
Aug.
Sep.
Nov.
Dec.
Feb.
Mar.
May
Jun.
Aug.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
Jun.
Aug.
Oct.
2019 2020 2021 2022
I did not proactively follow any YouTubers TOP 1 YouTuber
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
The top 100 YouTubers are focused continuously on
almost 100%, and the member of the Top YouTubers
change rarely 12
• It can be seen from the analysis data in the past four years that, mind shares of the YouTubers remained stable and reached a plateau,
which means that popular Youtubers are always attractive to consumers and will make other YouTubers difficult to obtain more mind
shares.
• Compared to the situation of decreasing marketing shares, though Top 100 YouTubers are popular, Consumers will still watch other
content on YouTube at any time.
4
78%
85%
87%
92% 92% 93% 94% 95%
97%
99% 99% 98% 99%
94%
70%
80%
90%
100%
6月 9月 12月 3月 6月 9月 12月 3月 6月 10月 12月 3月 6月 10月
2019年 2020年 2021年 2022年
TOP 100 YouTuber stayed till next season
Sep.
Jun. Dec. Sep.
Jun. Dec.
Mar. Oct.
Jun. Dec.
Mar. Oct.
Jun.
Mar.
2019 2020 2021 2022
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
Main users of YouTube meet new YouTubers
13
• “Recommended by Facebook or YouTube platform” is still the channel for most consumers to meet new YouTubers which has the
highest percentage.
• However, the percentage of knowing new YouTubers by the recommendation of netizens, friends, and colleagues increase slightly in 2022
compared to the percentage in 2020.
• The percentage of knowing new YouTubers from the feat content of other YouTubers has reduced by about 4% compared to that in
2020.
5
41%
21%
18%
22%
12%
7%
3%
21%
10%
40%
22%
20%
16%
13%
10%
5%
22%
7%
0% 10% 20% 30% 40% 50%
從臉書或是Youtube的系統推薦
社群網友的留言或是按讚
現實生活中朋友的主動推薦
自己喜歡Youtuber的跨頻道合作 (feat)
新聞媒體/雜誌上的排名,引發興趣而接觸
想與公司同事/朋友聊天時有共通的話題
想與心儀的對象有共通的話題
我過去一個月都沒有接觸新的Youtuber
我沒有在看Youtube
Ways to meet New YouTuber
2020年9月
2022年10月
Recommended by Facebook or YouTube platform
Knowing from the review or like of netizens
Recommended by friends in life actively
Feat with the favorite YouTuber
The rank from news media or magazines attracts me
Want to have common topics with colleagues/friends
Want to have common topics with someone you like
I didn’t meet new YouTuber in the past month
I didn’t use YouTube
September 2020
October 2022
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
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
30% of consumers cut back on spending
15
• Facing the uncertainty of the overall environment, the thought on consumption is unpredictable. According to the analysis data, over 30% of
consumers present that they will try their best to save money while 29% of consumers say they are strongly shocked by inflation
and they will still refuse to spend money even in front of the products.
• What should be noticed by the brand is that, there are still 27% of consumers who show their acceptance to inflation while a certain
amount of consumers think the consumption to satisfy themselves or their family is valuable.
1
Q: what is the thought coming up in your mind when you are shopping? (choose all that apply)
34%
29%
27%
27%
20%
18%
17%
15%
14%
6%
The current income may not be enough for my future life so I should try my…
The current prices are far too high so I put the product back on the shelf
It is common to have inflation, so I should accept such the condition
Everything is valuable if it can make myself or my family happy
I should buy the brand I like even if the price is higher due to the ensured…
I can’t even handle my life so I try my best to save money.
Due to inflation, I prefer to buy things with preserved value (or something that…
Nothing is permanent in life so I buy whatever I want.(or can say, seize the…
Though this spending is quite high, it would be much more expensive in the…
None of above
Thought on Shopping (choose all that apply,%)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
16
1
23%
19%
24%
17%
39%
2%
Change the original habits
Reduce the time of purchasing/the amount of…
Purchase in the shops or channels which have…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
a. cook the meal by their own (n=566, choose all that apply)
Use the same
brand or product
18%
16%
12%
10%
52%
1%
Change the original habits
Reduce the time of purchasing/the…
Purchase in the shops or channels…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive…
c. Friend meet-up meal (n=426, choose all that apply)
18%
17%
21%
18%
43%
1%
Change the original habits
Reduce the time of purchasing/the amount of
purchasing/the frequency of traveling
Purchase in the shops or channels which have more
discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
b. Daily meals (n=717, choose all that apply
18%
16%
17%
10%
50%
1%
Change the original habits
Reduce the time of purchasing/the…
Purchase in the shops or channels…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive…
d. Small party / celebration (n=143, choose all that apply)
The consumer behavior in the top 8 items and
the change in the attitude as inflation rates rising
Q. How have you changed your purchasing behavior on these 8 items in the past one month under the feel of rising prices? (n= the quantity of who has purchased the item)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
17
1
Q. How have you changed your purchasing behavior on these 8 items in the past one month under the feel of rising prices? (n= the quantity of who has purchased the item)
0%
21%
20%
18%
44%
2%
Change the original habits
Reduce the time of purchasing/the…
Purchase in the shops or channels…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive…
e. Clothes for casual time (n=289, choose all that apply)
Use the same
brand or product
8%
12%
25%
18%
45%
3%
Change the original habits
Reduce the time of purchasing/the…
Purchase in the shops or channels…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive…
g. Tissue/napkins (n=444, choose all that apply)
0%
25%
17%
20%
41%
4%
Change the original habits
Reduce the time of purchasing/the…
Purchase in the shops or channels…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive…
f. Clothes for work/office (n=113, choose all that apply)
6%
11%
23%
15%
51%
3%
Change the original habits
Reduce the time of purchasing/the…
Purchase in the shops or channels…
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive…
h. Personal cleaner (n=481, choose all that apply)
The consumer behavior in the top 8 items and
the change in the attitude as inflation rates rising
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Change the original habits
Reduce the time/amount of purchasing
Purchase in the shops or channels
which have more discounts
Turn to use the inexpensive brands
No change
Buy/Turn to use more expensive brand
Instant discounts can stimulate the consumption
most
18
• About 40% of consumers prefer to have clear and direct discount information
• The advertisement without related to discount can only attract lower than 10% of consumers.
1
Q. What kind of advertisement attract you to shop in the last month? (choose all that apply)
36%
23%
21%
15%
12%
9%
9%
9%
8%
6%
6%
4%
4%
3%
28%
30% off for all products
Pay back $xx buying A with B
Area for anti-inflation products
Price comparison is welcomed and the products will be paid back with the spread if…
The last batch of product before rising the price which shall not be missed
The last 100 products in the limited time
Have an extended warranty
Can be returned within 30 days after the purchase if the product is not suitable
Save your money under the inflation
The popular new products on social media
New formula/ new flavor
Purchase with surprising gifts
The limited edition refuse to be the same as others
Have the same products as the celebrity/KOL's
None of above
Advertisement that can stimulate the shopping desire (choose all that apply, %)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
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 (11%)
19%
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
19
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
No
Change
No
Change
3%
No
Change
No
Change
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
2
Hot Topics Among Consumers in Oct. 2022
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
Oct. ?
20
37%
Shopping
Offers
50%
Food &
restaurant
38%
Investment
20%
Cooking
23%
International
Issues
22%
Economics
27%
Entertain-
ment
23%
Politics
3
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
The base of researching the Trend of
Eastern Online--- E-ICP Database
Dedicated to consumer analysis, Eastern Online becomes the
invisible data technology company by using the big data
The persistence of Eastern Online in keeping recording the Taiwan market change for 35
years, makes Eastern Online become the encyclopedia of the marketing industry.
E-ICP
Database The only database completely describe “the change of
consumption in post-pandemic period”
The New Normal Coexisting with
the Virus: New life of consumers
#No. 1 in Taiwan
#“Lying Flat”
Generation
#Consumer Data
#Post-pandemic
Trends
#Insight the Market
#Oberving the Real
Taiwan
#Benchmark of
Enterprise
#Necessity of
Marketing Specialist
#The Seniors as the
New Generation
22
Devoting time and effort to North-east Asia, the
leading company in researching the market
The general public may not be familiar with Eastern Online which, however,
is well-known in the Taiwan marketing industry. With a wide client base,
this company is known by almost every enterprise in FMCG industry and
advertising media industry, which are also the client of Eastern Online. Not
only in the Taiwan market, Eastern Online also expand its research
services to Japan, Korea, and China by dedicating a lot of time and effort
to these countries, and it even set up a branch in Shanghai, so as to
provide transnational research services for Taiwan business. Facing the
challenge of the 3-years pandemic, Eastern Online did not have a slump in
performance but, on contrary, has a growth in performance, which has new
clients constantly, and holds 70% of the customer retention rate. It is
indicated that Eastern Online is prized and trusted by clients.
E-ICP Database, the representative of Eastern Online
Mentioning Eastern Online, the first reaction of the Taiwan marketing
specialist is “Sure, I know, the E-ICP.” Actually, E-ICP is not the company
name, but one of the five major databases of Eastern Online and also the
first database that Eastern Online built, also acting as the most important
emotional support of the company. And therefore, E-ICP becomes the
nickname of Eastern Online.
The base of researching the Trend of Eastern
Online--- E-ICP Database
23
What is the next step for E-ICP Database?
What is the next step for E-ICP Database? Grace Su, the person
in charge of the E-ICP Database as well as the principal of the
Omni Channel and public opinion and social media database,
who holds both the traditional research and the big data research,
has a higher expectation towards the digital transformation of the
E-ICP Database and can answer the question. Su presents that,
the main requirement from the marketing specialist for consumer
research will not change nor disappear. What is changed is the
form of the data, which means E-ICP will be developed for
visualization and cooperated with other databases. Expanding
the implementation scope of the analysis of E-ICP will be our
next goal.
EICP Survey Method: household survey
Data collection: door-to-door interviews since 1988
2023 version: June-Sept. in 2022
Object: people aged 13 to 74
Effective Sample: 2000 interviews from people at
the age of 13 to 74 (13~74y.o. 2292 interviews)
Survey Area: Taiwan
Sampling Method: two-level Stratified Proportional
Sampling
No questionnaire
remained
Revisiting within
3 days
The true data
without
weighting
Several times visiting
with patience
Quota sheet
Face to face during
the whole process
04
01
03 06
02 05
Six Persistence
35year
of trend
More samples of the seniors are added
this year!
The base of researching the Trend of Eastern
Online--- E-ICP Database
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
25
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
26
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
EOL Consumer Research Team
27
Three Major Features of
EOL Consumer Research Team
Consumers Database
1 2 Project Research
28
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】

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Snapshot of Consumer Behaviors of Oct 2022-EOLiSurvey (EN)

  • 1. of TW Consumer Behaviors of Oct. 2022 Snapshot Released on Nov. 9 2022 Eastern Online Consumer Research Group Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City 1. Survey: How the consumers plan to spend in Department Store & E-Commerce Anniversary 2. Analysis:The Change in the Mind Shares Obtained by YouTuber 3. Tracking survey to consumer behaviors • The consumer behavior in the top 8 items and the change in the attitude as inflation rates rising • Utilization survey to new consumer behaviors • Ranking of hot topic types among consumers
  • 2. Contents 2 1. Survey: How the consumers plan to spend in Department Store & E-Commerce Anniversary 2. Analysis:The Change in the Mind Shares Obtained by YouTuber 3. Tracking survey to consumer behaviors • The consumer behavior in the top 8 items and the change in the attitude as inflation rates rising • Utilization survey to new consumer behaviors • Ranking of hot topic types among consumers EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd. 2 • Online research • N=1000/per month, 20~59y • all Taiwan, Sample distribution is based on the demographic of Taiwan Method
  • 3. Survey: How the consumers plan to spend in Department Store & E-Commerce Anniversary PART 1 Eastern Online Consumer Research Group Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
  • 4. Shopping offers receive more discussion but not as much as that in 2019 4 • Consumers have more discussion on shopping offers initiatively but it is still not as heated as that in 2019. The department store deals have had the least discussion among those in the past three years. • Consumers paying less attention to political issues may stimulate consumption: Knowing from data in the past, consumers’ attention to political issues will distract their attention from shopping offers. If the nine-in-one elections have a low discussion, it may stimulate consumption. Shopping Discount Politics Department- Store Discount Offer 1 0% 20% 40% 60% Mar Apr May Jun Jul Aug Sep 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 Proactively Shared Topics 2019 2020 2021 2022 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 5. More than 40% of consumers will go shopping but the estimated spending may decrease 5 • Consumers have a lower desire to shop compared to that in the last year: Even without the stimulus voucher, there are still about 42% of consumers plan to spend on the department anniversary sale/ double 11 shopping festival • About 10% of consumers prefer not to spend money due to worries about the economic situation, which is more than that in the past two year • The amount of estimated spending decreases to TWD 7,702: there is not much difference between the shopping willingness of this year and that of last year, but the amount of estimated spending is the lowest compared with those in the past three years 2 15% 20% 16% 27% 58% 64% 65% 73% 27% 15% 19% 17% 8,612 7,995 8,042 7,702 5000 7500 10000 0% 20% 40% 60% 80% 100% 2019 2020 2021 2022 Shopping plan for the anniversary sale/Double 11 I may spend much or little I plan to spend I do not plan to spend Money to spend (average) (NTD) EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd. 5% 23% 14% 32% 10% 17% 6% 24% 15% 33% 6% 16% 8% 18% 12% 34% 7% 20% Department stores’ anniversary sale Double 11 Shopping Festival Both I will compare promotions before buying I may not spend any money because the economy worries me I have everything I need, so there is no plan for shopping this year Which shopping festival do you expect to spend on? 2022 2021 2020 Department stores’ anniversary sale Double 11 Shopping Festival Both I will compare promotions before buying I may not spend any money because the economy worries me I have everything I need, so there is no plan for shopping this year
  • 6. Facial care products and health food stimulate consumption 6 • Among the main items in the department anniversary sale/ double 11 shopping festival, facial care products and health food are being focused on as the items that consumers plan to buy this year. Not only so, but these two kinds of products are also the must-buy targets for consumers every year. Hence, they are predicted to be the drive of the whole shopping festival • Compared to the products being planned to be bought and the must-buy products each year, consumers have less willingness on buying cosmetics, household appliances for a healthy life, and functional household products (e.g. functional pillows and comforters) 0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25% 30% 35% Items Planed to purchase this year *XY axis cross at the average value 3 Facial care Items Usually Purchased Every Year During This Shopping Season Smart Phone Household Electronics Household Cleaner Health Electronics Cosmetics Functional Bedding/ Duvets TV/ HIFI Others Furniture Health Supplement EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 7. Consumers 20-29 years old go shopping less, turn off the notification of app, and have low shopping desire 7 • 47% of consumers accept discounts at shopping festival: No matter how much shopping desire they have, there are almost half of consumers keep receiving information about the shopping festival • Refuse information about shopping both in physical and online ways to reduce the shopping desire: Among various ways to refuse information about shopping discounts, “go shopping outside less” is the most way consumers choose(23%), followed by “turn off the notification of app”(20%) • The younger consumers are, the most likely they would refuse information: Compared with consumers in 40-49 years old, consumers in 20-29 years old are more likely to control themselves in receiving information about shopping discounts in various ways 20% 16% 11% 23% 16% 11% 1% 47% Turn off the notification of app in the phone Turn off the information from the Brand official account in LINE Turn off the notification of LINE Group Go shopping outside less Visit favorite stores and shopping areas less Ask friends and relatives to remind you to have rational consumption Other ways Non of above How do people refuse the lure of shopping in the department anniversary sale/ double 11 shopping festival? All 20~29y 30~39y 40~49y 50~59y. 1,000 230 270 270 230 Turn off the notification of app in the phone 20% 27% 20% 21% 13% Turn off the information from the Brand official account in LINE 16% 21% 15% 17% 10% Turn off the notification of LINE Group 11% 12% 12% 13% 7% Go shopping outside less 23% 25% 21% 23% 22% Visit favorite stores and shopping areas less 16% 21% 11% 16% 16% Ask friends and relatives to remind you to have rational consumption 11% 19% 15% 6% 5% Other ways 1% 1% 0% 1% 2% None of Above 47% 34% 47% 49% 59% 4 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 9. 20% of consumers are YouTube heavy users who use YouTube for more than 2 hour 9 • The percentage of consumers who use YouTube for more than 2 hours increases by 5% • About 20% of consumers realize they spend more time watching YouTube • Compared to the intensity of changing the behavior in watching YouTube in 2020, the intensity of the change is lower. 1 18% 17% -19% -17% 2020年9月 2022年10月 近一個月使用YT相較之前的 變化 35% 30% 24% 24% 26% 26% 15% 20% 0% 20% 40% 60% 80% 100% 2020年9月 2022年10月 近一個月使用YouTube的時間 每天超過2小時 每天1到2小時 每天30分鐘到1小時 每天不到30分鐘 Q. For how much time do you watch YouTube in the last month? Q. Have you decreased or increased time on YouTube in the last month? The Time Spent using YouTube in the last month The comparison of the change in using YouTube in the last month and in the past Sep. 2020 Oct. 2022 Increase Decrease More than 2hrs 1~2hrs 30min~1hr Less than 30mins Sep. 2020 Oct. 2022 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 10. The young spend more time in watching YouTube and has less change 10 • According to the analysis data in 2022, more consumers in 20-29 years old spend over 2 hours watching YouTube every day compared to consumers of other ages and over 60% of them spend over 1 hour using YouTuber watching YouTube every day • Compared to the data in 2020 and 2022, the percentage of heavy users in 20-29 years old was 20% in 202 and increased to 25% in 2022, which increase faster than that in other ages. • Regarding changing the behavior in using YouTube, the amount of increasing the using time and reducing the using time are similar in every age of consumers while such change in 20-to-29-year-old consumers is stronger than that in other ages consumers in 2020. In 2022, such change is stronger in consumers of older ages. Therefore, the brand should take consideration into the change in marketing effect when cooperating with Youtuber. 2 23% 18% 32% 31% 44% 34% 43% 36% 24% 21% 26% 24% 21% 27% 23% 23% 33% 36% 27% 23% 22% 23% 20% 23% 20% 25% 15% 22% 13% 16% 15% 18% 0% 20% 40% 60% 80% 100% 20-29 30-39 40-49 50-59 The Time Spent using YouTube in the last month 每天超過2小時 每天1到2小時 每天30分鐘到1小時 每天不到30分鐘 20~29 30~39 40~49 50~59 2022 2020 More than 2hrs 1~2hrs 30min~1hr Less than 30mins 22% 15% 20% 16% 15% 16% 18% 22% -23% -21% -19% -14% -17% -17% -17% -15% The comparison of the change in using YouTube in the last month and in the past 20~29 30~39 40~49 50~59 Increase Decrease EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 11. The percentage of targeted watching has reduced in the recent four years 11 • The percentage of choosing “I don’t take initiative to watch a particular Youtuber.” during 2020-2021 is higher than the average percentage of the past four years. Overall, consumers watch YouTube more comprehensively during the pandemic period. • After the pandemic condition goes better, the percentage of targeting a particular Youtuber actively (targeting rate*) has increased at the end of 2022, which still needs to be observed if it will keep increasing. • From the mind shares obtained by the Top 1 YouTuber since 2019, it is shown to decrease, which means that, recently, only about 10% of consumers will watch the particular Youtuber actively. 3 *targeting rate=100% minus the percentage of “I did not proactively follow any YouTubers” **XY axis cross at “I did not proactively follow any YouTubers” average value 32% ***Only location set in Taiwan YouTubers will be listed in the survey 0% 10% 20% 30% 40% 50% Mar. Apr. May Jun. Aug. Sep. Nov. Dec. Feb. Mar. May Jun. Aug. Sep. Nov. Dec. Feb. Mar. May Jun. Aug. Oct. Nov. Dec. Jan. Feb. Mar. Apr. Jun. Aug. Oct. 2019 2020 2021 2022 I did not proactively follow any YouTubers TOP 1 YouTuber EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 12. The top 100 YouTubers are focused continuously on almost 100%, and the member of the Top YouTubers change rarely 12 • It can be seen from the analysis data in the past four years that, mind shares of the YouTubers remained stable and reached a plateau, which means that popular Youtubers are always attractive to consumers and will make other YouTubers difficult to obtain more mind shares. • Compared to the situation of decreasing marketing shares, though Top 100 YouTubers are popular, Consumers will still watch other content on YouTube at any time. 4 78% 85% 87% 92% 92% 93% 94% 95% 97% 99% 99% 98% 99% 94% 70% 80% 90% 100% 6月 9月 12月 3月 6月 9月 12月 3月 6月 10月 12月 3月 6月 10月 2019年 2020年 2021年 2022年 TOP 100 YouTuber stayed till next season Sep. Jun. Dec. Sep. Jun. Dec. Mar. Oct. Jun. Dec. Mar. Oct. Jun. Mar. 2019 2020 2021 2022 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 13. Main users of YouTube meet new YouTubers 13 • “Recommended by Facebook or YouTube platform” is still the channel for most consumers to meet new YouTubers which has the highest percentage. • However, the percentage of knowing new YouTubers by the recommendation of netizens, friends, and colleagues increase slightly in 2022 compared to the percentage in 2020. • The percentage of knowing new YouTubers from the feat content of other YouTubers has reduced by about 4% compared to that in 2020. 5 41% 21% 18% 22% 12% 7% 3% 21% 10% 40% 22% 20% 16% 13% 10% 5% 22% 7% 0% 10% 20% 30% 40% 50% 從臉書或是Youtube的系統推薦 社群網友的留言或是按讚 現實生活中朋友的主動推薦 自己喜歡Youtuber的跨頻道合作 (feat) 新聞媒體/雜誌上的排名,引發興趣而接觸 想與公司同事/朋友聊天時有共通的話題 想與心儀的對象有共通的話題 我過去一個月都沒有接觸新的Youtuber 我沒有在看Youtube Ways to meet New YouTuber 2020年9月 2022年10月 Recommended by Facebook or YouTube platform Knowing from the review or like of netizens Recommended by friends in life actively Feat with the favorite YouTuber The rank from news media or magazines attracts me Want to have common topics with colleagues/friends Want to have common topics with someone you like I didn’t meet new YouTuber in the past month I didn’t use YouTube September 2020 October 2022 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 14. 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
  • 15. 30% of consumers cut back on spending 15 • Facing the uncertainty of the overall environment, the thought on consumption is unpredictable. According to the analysis data, over 30% of consumers present that they will try their best to save money while 29% of consumers say they are strongly shocked by inflation and they will still refuse to spend money even in front of the products. • What should be noticed by the brand is that, there are still 27% of consumers who show their acceptance to inflation while a certain amount of consumers think the consumption to satisfy themselves or their family is valuable. 1 Q: what is the thought coming up in your mind when you are shopping? (choose all that apply) 34% 29% 27% 27% 20% 18% 17% 15% 14% 6% The current income may not be enough for my future life so I should try my… The current prices are far too high so I put the product back on the shelf It is common to have inflation, so I should accept such the condition Everything is valuable if it can make myself or my family happy I should buy the brand I like even if the price is higher due to the ensured… I can’t even handle my life so I try my best to save money. Due to inflation, I prefer to buy things with preserved value (or something that… Nothing is permanent in life so I buy whatever I want.(or can say, seize the… Though this spending is quite high, it would be much more expensive in the… None of above Thought on Shopping (choose all that apply,%) EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 16. 16 1 23% 19% 24% 17% 39% 2% Change the original habits Reduce the time of purchasing/the amount of… Purchase in the shops or channels which have… Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand a. cook the meal by their own (n=566, choose all that apply) Use the same brand or product 18% 16% 12% 10% 52% 1% Change the original habits Reduce the time of purchasing/the… Purchase in the shops or channels… Turn to use the inexpensive brands No change Buy/Turn to use more expensive… c. Friend meet-up meal (n=426, choose all that apply) 18% 17% 21% 18% 43% 1% Change the original habits Reduce the time of purchasing/the amount of purchasing/the frequency of traveling Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand b. Daily meals (n=717, choose all that apply 18% 16% 17% 10% 50% 1% Change the original habits Reduce the time of purchasing/the… Purchase in the shops or channels… Turn to use the inexpensive brands No change Buy/Turn to use more expensive… d. Small party / celebration (n=143, choose all that apply) The consumer behavior in the top 8 items and the change in the attitude as inflation rates rising Q. How have you changed your purchasing behavior on these 8 items in the past one month under the feel of rising prices? (n= the quantity of who has purchased the item) EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd. Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand
  • 17. 17 1 Q. How have you changed your purchasing behavior on these 8 items in the past one month under the feel of rising prices? (n= the quantity of who has purchased the item) 0% 21% 20% 18% 44% 2% Change the original habits Reduce the time of purchasing/the… Purchase in the shops or channels… Turn to use the inexpensive brands No change Buy/Turn to use more expensive… e. Clothes for casual time (n=289, choose all that apply) Use the same brand or product 8% 12% 25% 18% 45% 3% Change the original habits Reduce the time of purchasing/the… Purchase in the shops or channels… Turn to use the inexpensive brands No change Buy/Turn to use more expensive… g. Tissue/napkins (n=444, choose all that apply) 0% 25% 17% 20% 41% 4% Change the original habits Reduce the time of purchasing/the… Purchase in the shops or channels… Turn to use the inexpensive brands No change Buy/Turn to use more expensive… f. Clothes for work/office (n=113, choose all that apply) 6% 11% 23% 15% 51% 3% Change the original habits Reduce the time of purchasing/the… Purchase in the shops or channels… Turn to use the inexpensive brands No change Buy/Turn to use more expensive… h. Personal cleaner (n=481, choose all that apply) The consumer behavior in the top 8 items and the change in the attitude as inflation rates rising EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd. Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand Change the original habits Reduce the time/amount of purchasing Purchase in the shops or channels which have more discounts Turn to use the inexpensive brands No change Buy/Turn to use more expensive brand
  • 18. Instant discounts can stimulate the consumption most 18 • About 40% of consumers prefer to have clear and direct discount information • The advertisement without related to discount can only attract lower than 10% of consumers. 1 Q. What kind of advertisement attract you to shop in the last month? (choose all that apply) 36% 23% 21% 15% 12% 9% 9% 9% 8% 6% 6% 4% 4% 3% 28% 30% off for all products Pay back $xx buying A with B Area for anti-inflation products Price comparison is welcomed and the products will be paid back with the spread if… The last batch of product before rising the price which shall not be missed The last 100 products in the limited time Have an extended warranty Can be returned within 30 days after the purchase if the product is not suitable Save your money under the inflation The popular new products on social media New formula/ new flavor Purchase with surprising gifts The limited edition refuse to be the same as others Have the same products as the celebrity/KOL's None of above Advertisement that can stimulate the shopping desire (choose all that apply, %) EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 19. 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 (11%) 19% 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 19 Accessing Delivery App Going to Gyms Accessing LINE Shopping Group No Change No Change No Change No Change No Change 3% No Change No Change EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd. 2
  • 20. Hot Topics Among Consumers in Oct. 2022 Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in Oct. ? 20 37% Shopping Offers 50% Food & restaurant 38% Investment 20% Cooking 23% International Issues 22% Economics 27% Entertain- ment 23% Politics 3 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Oct. 2022) © Eastern Online Co., Ltd.
  • 21. The base of researching the Trend of Eastern Online--- E-ICP Database Dedicated to consumer analysis, Eastern Online becomes the invisible data technology company by using the big data The persistence of Eastern Online in keeping recording the Taiwan market change for 35 years, makes Eastern Online become the encyclopedia of the marketing industry. E-ICP Database The only database completely describe “the change of consumption in post-pandemic period” The New Normal Coexisting with the Virus: New life of consumers #No. 1 in Taiwan #“Lying Flat” Generation #Consumer Data #Post-pandemic Trends #Insight the Market #Oberving the Real Taiwan #Benchmark of Enterprise #Necessity of Marketing Specialist #The Seniors as the New Generation
  • 22. 22 Devoting time and effort to North-east Asia, the leading company in researching the market The general public may not be familiar with Eastern Online which, however, is well-known in the Taiwan marketing industry. With a wide client base, this company is known by almost every enterprise in FMCG industry and advertising media industry, which are also the client of Eastern Online. Not only in the Taiwan market, Eastern Online also expand its research services to Japan, Korea, and China by dedicating a lot of time and effort to these countries, and it even set up a branch in Shanghai, so as to provide transnational research services for Taiwan business. Facing the challenge of the 3-years pandemic, Eastern Online did not have a slump in performance but, on contrary, has a growth in performance, which has new clients constantly, and holds 70% of the customer retention rate. It is indicated that Eastern Online is prized and trusted by clients. E-ICP Database, the representative of Eastern Online Mentioning Eastern Online, the first reaction of the Taiwan marketing specialist is “Sure, I know, the E-ICP.” Actually, E-ICP is not the company name, but one of the five major databases of Eastern Online and also the first database that Eastern Online built, also acting as the most important emotional support of the company. And therefore, E-ICP becomes the nickname of Eastern Online. The base of researching the Trend of Eastern Online--- E-ICP Database
  • 23. 23 What is the next step for E-ICP Database? What is the next step for E-ICP Database? Grace Su, the person in charge of the E-ICP Database as well as the principal of the Omni Channel and public opinion and social media database, who holds both the traditional research and the big data research, has a higher expectation towards the digital transformation of the E-ICP Database and can answer the question. Su presents that, the main requirement from the marketing specialist for consumer research will not change nor disappear. What is changed is the form of the data, which means E-ICP will be developed for visualization and cooperated with other databases. Expanding the implementation scope of the analysis of E-ICP will be our next goal. EICP Survey Method: household survey Data collection: door-to-door interviews since 1988 2023 version: June-Sept. in 2022 Object: people aged 13 to 74 Effective Sample: 2000 interviews from people at the age of 13 to 74 (13~74y.o. 2292 interviews) Survey Area: Taiwan Sampling Method: two-level Stratified Proportional Sampling No questionnaire remained Revisiting within 3 days The true data without weighting Several times visiting with patience Quota sheet Face to face during the whole process 04 01 03 06 02 05 Six Persistence 35year of trend More samples of the seniors are added this year! The base of researching the Trend of Eastern Online--- E-ICP Database
  • 24. 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
  • 25. EOL Consumer Research Team (EOL iSURVEY) 1000M 200 thousand 30 years 50K household 400 attendees 200 companies 25 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
  • 26. 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 26
  • 27. 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 EOL Consumer Research Team 27
  • 28. Three Major Features of EOL Consumer Research Team Consumers Database 1 2 Project Research 28 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
  • 29. 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】