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

of TW Consumer Behaviors of Feb. 2023
Snapshot
Released on Mar. 10, 2023
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey：Consumption Intention on 2023 NT$ 6,000 Tax Rebates
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers

Agenda
2
1. Survey of Consumption Intention on 2023 NT$ 6,000 Tax Rebates
2. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Survey (Conducted in Feb 2023) © Eastern Online Co., Ltd.

Eastern Online Consumer Research Group / Marketing Department
PART 1
Survey of Consumption Intention
on 2023 NT$ 6,000 Tax Rebates
• During a session of the Legislative Yuan on February 21, a proposal titled "Special
regulations on strengthening economic and social resilience after the pandemic and sharing
economic results for all," passed the third reading.
• To further explore consumer behavior, The EOL Group surveyed 1,000 consumers in early
February about their use of NT$ 6,000 tax rebates to understand their expected usage.
• This analysis will concurrently present the data of Quintuple Stimulus Vouchers Pre-test
Survey on September 2021 as well as the post-test of the usage of quintuple stimulus
vouchers on May 2022 for readers’ reference.

Survey of consumption intention on NT$ 6,000 Tax Rebates
Consumer data 1: Digitization raises again
4
1
• About 60% of consumers apply online: Recently, the government announced three ways to receive NT$6,000, including an
online application for remittance to the bank account, withdrawal from ATM, or withdrawal on the post office service counter.
Among them, it is predicted that nearly 60% of consumers will apply online.
• 60% of consumers applying online, add 26% of consumers withdrawing from ATM, that is almost 84% of them choose to use
non-contract ways to receive the money. Compared to the condition of the first issuance of Quintuple Stimulus Vouchers, it is
predicted that the digitalization level of consumers raise again, and they also gradually get used to going through the
administrative process on the internet.
Apply online
58%
Withdraw via ATM
26%
Not sure yet
6%
Apply at counter of
post offices
10%
Printed voucher
46%
Digital voucher
47% Not sure yet
7%
Sep. 2021
(Planned)
Feb. 2023
(Planned)

Consumer data 2: 46% of consumers consider the money as
a windfall
5
2
• Nearly half of the consumers think it is extra: according to the analysis data, half of the consumers consider this money as
extra. The higher the percentage of people who consider the money as "extra", the more likely it is to achieve the effect of
"revitalizing" the economy. Hence, overall, this money issuance has similar business benefits to the Quintuple Stimulus
Vouchers.
Feb. 2023
(Planned)
May 2022
(Actual Purchase)
Sep. 2021
(Planned)
Extra money 46% 47% 35%
Money I am deserved to
have as everyone is 34% 28% 37%
Government’s offer as
subsidy 20% 24% 28%

Consumer data 3: More consumers prefer to spend this
money in small amounts gradually
6
3
• Up to 77% of consumers will use the money slowly: Though 46% of consumers think it as a windfall, up to 70% of
consumers still prefer to use the money slowly in small amounts.
• Compared to the survey data of the past two times, the proportion of consumers who choose to spend money in small
amounts raises.
Feb. 2023
(Planned)
May 2022
(Actual Purchased)
Sep. 2021
(Planned)
Apply to several times
of spending
- in a small amount
77% 73% 70%
Apply all at a time
- in a big amount 23% 26% 30%
Didn’t use
them/money - - 1% - -

Consumer data 4: Spend more on family or
savings/investment than on personal consumption
7
4
• The money will be spent on family or savings/investments more than spending on personal consumption: Analyzing
the allocation of individuals, family and savings/investments, consumers prefer to spend the NT$ 6,000 Tax Rebates on family,
savings or investments. And they also prefer to spend the money on daily necessities.
• Compared to the expected usage plan of quintuple stimulus vouchers on September 2021, since the expected usage plan of
the money adds the items of savings or investment, there will be a large change on the allocation of consumers’ spending on
daily and entertainment consumption.
30%
43%
24%
3%
48%
17% 1%
13%
24%
17%
2%
34%
19%
32%
17%
2%
Personal
item
longed
for
a
while
Personal
Essential
Personal-dinning
&
entertainment
Gifting
Household
Essential
Househole-dinning
&
entertainment
Saving
Investment
Others
NT$ 6,000 Tax Rebates Usage – by personal or household
Sep. 2021 (planned, at most choose 2 choices) Feb. 2023 (planned, at most choose 2 choices)

• Over 60% of consumers use the money on daily consumption that they originally have: From the allocation of spending
on original consumption and extra consumption (shown in the left side blue-grey table), over 60% of consumers will spend the
money on original consumption.
• Even 56% of them only spend the money on original daily consumption.
Consumer data 5: 60% of consumers use the money on
daily consumption they originally spend on
8
5
64%
19%
28% 21% 3%
Daily
common
consumption
Increase
the daily
common
consumption
Early
purchase
of planned
items
Purchase
additional
items
Purchase
unplanned
items
Only for
daily
spending
Only for
extra
spending
For both
daily & extra
spending
Feb. 2023 (planned) 56% 25% 19%
May 2022
(Actual Purchased)
56% 24% 20%
Sep. 2021
(Planned)
46% 29% 25%
NT$ 6,000 Tax Rebates Usage – by daily or extra
(Choose all that apply)

• Daily meals, savings, and low-cost consumables are the top three items that consumers expect to use: The proportion
of consumers expecting to spend the money on daily meals is the largest one, up to 43%, followed by the proportion of
consumers choosing savings and low-cost consumables. And both latter proportions still reach 20%.
• Prefer to use the money for stabilizing daily life: The expected consuming items of using NT$ 6,000 Tax Rebates reflect
the rising price and consumers’ anxiety towards the economic environment. Compared to the analysis of quintuple stimulus
vouchers on September 2021, the percentages of the predicted purchase of multiple items, such as low-cost
consumables, small durable goods, and large durable goods, have decreased by more than 10%.
Consumer data 6: The proportion of consumers who spend
the money on durable goods decreases
9
6
43%
32%
44%
19% 17%
7% 7%
23%
5% 7% 5% 7%
2%
6%
5% 4% 6%
1% 3%
43%
34%
22% 19% 19%
14% 12%
8% 8% 6% 6%
5% 5% 4% 4% 3% 3% 3% 3% 2% 1% 1%
Daily
meals
Savings
Low-priced
non-durable
goods
Small
durable
goods
Investment
Daily
apparel
Travel
(inbound)
Dinning
for
special
occation
Entertainment
Big
durable
goods
Traffic/daily
commute
Hair
/
Facial
Study
Car
/
Scooter
/
Bike
Travel(outbound)
Donation
Sports
/
Venue
Souvenir
Art
/
Music
/
Craft
High-priced
non-durable
goods
Others
Apprael
for
special
occation
NT$ 6,000 Tax Rebates Usage – by items (choose 3 choices)
Sep. 2021(planned) Feb. 2023 (planned)

• How will consumers spend this extra NT$ 6,000 budget
• Extra consumption needs the support of the brand: generally, nearly 50% of consumers think NT$ 6,000 is the windfall.
There are fewer promotions in each channel in the first half year and the money cannot be defined as stimulus vouchers,
therefore, generally, the brand should put more attention to creating a consuming atmosphere for stimulating consumption so
that consumers’ allocation plan could be changed.
• Daily meals have the largest development potential: From the Quintuple Stimulus Vouchers Pre-test and Post-test in
September 2021 and 2022, the proportion of actual daily consumption of consumers is higher than the predicted proportion,
which means in the case of this NT$ 6,000 Tax Rebates, consumers may have a higher proportion on spending the money on
daily consumption under the influence of the social, economic and political environment.
• Marketing suggestions
• Provide the promotions earlier: From the Quintuple Stimulus Vouchers Pre-test and Post-test in September 2021 and 2022,
when consumers receive cash, they will have a stronger desire to purchase, and therefore, the brand should provide the
promotion as early as possible to seize the business opportunity created by the impulse buying of consumers. Try to attract the
5% of consumers who will only spend the money on extra consumption as shown in the analysis.
• Focus on the business opportunity of consumers’ daily meals and necessities: Since consumers clearly present their
preference of spending the money on daily consumption, the brand can provide more quality projects about daily meals and
life. The brand can attract consumers to spend money on bringing more color and characteristics to life, such as providing new
dishes or new products to meet consumers' requirements, or corresponding promotions
• Have a possibility to connect to the charity donation: There is no clear purpose of stimulating the economy on the reason
and promotion of NT$ 6,000 Tax Rebates, and therefore, it has less business feeling. Also, there are some disputes about the
release of the money, which may let consumers consider that the money should be used for public construction or helping
disadvantaged groups. Under this kind of consideration, the brand can have a marketing project with a connection to the
charity, creating a channel for justice and charity, so as to become the bridge between consumers and Non-profit
organizations
Observation Highlights of Consuming Behaviors
10
7

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

Utilization Survey to New Consumer Behaviors
63%
Online Payment
Trying out cleaning
products of unfamiliar
brands(21%)，
I would like to try it out
even having never
heard of it before (10%)
20%
Purposeful diet control
behaviors
28%
Posting IG Stories
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past month?
Others
Having Micro-cosmetic
Surgery
No
Change
12
Accessing
Delivery App
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
1
Upload
TikTok video
No
Change
No
Change
No
Change
3% 3%

13
Hot Topics Among Consumers in Feb. 2023
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
Feb. ?
2
Jan.
Feb.
37%
Shopping
and
Discount
36%
49%
Food
and
Dining
49%
37%
Invest-
ment
37%
23%
Cooking
21%
22%
Economy
24%
29%
Entertain-
ment
27%
Relation-
ships
21%
17%
Video
games
20%
19%

Mind Share Obtained by Top 5 YouTubers in Feb. 2023
© 東方線上股份有限公司
14
# 4
# 5
# 3
# 1
# 2
DOWN 1
UP 2
3
UP 4
DOWN 4
UP 4

Mind Shares Obtained by YouTubers
Rank December 2022 February 2023
1 77sevenboss Aga Tsai ▲4
2 Muyao 4 Super Playing Joeman ▲2
3 Chien’s Eating Muyao 4 Super Playing ▼1
4 Joeman 77sevenboss ▼4
5 Aga Tsai TGOP ▲4
6 Hanhanpovideo Ku‘s dream ▲5
7 HOOK Aga Tsai Life ▲7
8 Shasha77 Catino Crazy News ▲2
9 TGOP HOOK ▼2
10 Catino Crazy News Chien’s Eating ▼7
11 Ku‘s dream Hanhanpovideo ▼5
12 Potter King Taiwan Talent Show ▲3
13 Hailey Hailey - -
14 Aga Tsai Life Koreajinzhengu/ ▲3
15 Taiwan Talent Show Shasha77 ▼7
15
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.
4

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
17
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
18

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
19

Three Major Features of
Consumers Database
1 2 Project Research
20
Big Data Analysis
3
Annual Data of Consumers’ Behaviors
Sampling from Taiwan domestic market and
questionnaires are completed at households
Database of Sales with Issued Invoices
Analysis to sales of daily necessities produces
around one hundred million pieces of data
annually
Social Listening Database
Public opinions on the Internet are collected for
determination of development of future trends
Professional Research Team with Decent
Qualitative and Quantitative Methodology
The solution integrating proposals offered by
experts from diverse fields is offered to clients for
1. Brand Positioning/Brand Power
2. Pricing Strategies/Channel
Competitions/Promotion Methods
3. Development of Products/Services
Integration/Conversion of Values of Data
Fusion of data can integrate the whole picture
of daily life
Unstructured data is converted into structured
one and available for analysis
The features of data are presented in the
visualized approach to speed-up the decision-
making progress

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

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

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