Snapshot of consumer behaviors of Dec 2020 eoli-survey(EN)

1. Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
Released on Jan. 5, 2021
Snapshot
of TW Consumer Behaviors of Dec. 2020
&
Annual Review

2. Agenda
This survey reviews consumer trends in 2020 through the changes in consumer attitudes,
utilization rates of new services, penetration rates of new media, and information sharing and
provides suggestions for marketing in 2021.
1. Five consumer trends in 2020
2. Analysis and interpretation of consumer data
3. Suggestions for marketing in 2021
4. Follow-up survey on consumer behavior
2

3. Five consumer trends in 2020
3
Pragmatic and prudent
consumer attitude
A variety of delivery services
Reduced effectiveness of offline
channels
Recovery of group
buying
Rounds of shopping offers

4. Consumer data 1: sense of instability in life
Employment of family members and friends had been affected
• Became prudent with future income: The percentage of people worried about income remained flat; however, the percentage
of people who felt at ease was declining.
• Felt anxious about life: As many as 65% of the respondents indicated that employment of their family members and friends
had been affected for nearly a month. Although each respondent experienced different levels of impact in life, it could affect
consumers’ sense of stability in life.
4
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Dec. 2020) © Eastern Online Co., Ltd.
64% 60% 57% 62% 60%
23%
21% 24%
21% 24%
13% 19% 19% 17% 16%
0%
20%
40%
60%
80%
100%
6月 7月上旬 7月下旬 11月 12月
對於未來薪資
放心
無感
憂心
35%
29%
18%
10%
3%
5%
0%
10%
20%
30%
40%
全
部
親
友
都
有
穩
定
的
工
作
收
入
有
10%
親
友
的
工
作
受
影
響
有
20%
親
友
的
工
作
受
影
響
有
30%
親
友
的
工
作
受
影
響
有
40%
親
友
的
工
作
受
影
響
超
過
41%
親
友
工
作
受
到
影
響
請問您如何看待身邊親友近一個月的工作狀況？(單選)
20% of
family
members’
and
friends’
work is
affectedJun. Early Jul. Late Jul. Nov. Dec.
Future Salary
Feel at ease
Feel nothing
Feel worried All
family
members
and
friends
have
stable
work/
income
10% of
family
members'
and
friends’
work is
affected
30% of
family
members'
and
friends’
work is
affected
40% of
family
members'
and
friends’
work is
affected
More
than 41%
of family
members'
and
friends’
work is
affected

5. Consumer data 2: a variety of delivery services
by hypermarkets offering various products at affordable prices
16%
18%
15%15%
25%
21%
23%
30%
32%
29%
33%
36%
33%
31%30%31%
33%
32%
33%
36%
32%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
3月 5月 7月 9月 11月 1月 3月 5月 7月 9月 11月
2019 2020
Food Delivery Platforms
(e.g., Uber Eats and foodpanda)
• Food delivery platforms reached a plateau: Despite the pandemic, the utilization rate of delivery service remained below
40%, showing that the number of new users was equivalent to the number of lost users.
• Offline retail stores teamed up with food delivery platforms: Retail stores used such platforms to tackle the limit of the
shipping distance. Among them, hypermarkets accounted for more than 10%.
8%
8%
13%
4%
3%
0%
5%
10%
15%
便
利
商
店
提
供
超
市
提
供
的
外
量
販
店
提
供
的
百
貨
公
司
提
供
藥
妝
店
內
的
相
Channels of Products Purchased via Food
Delivery Platforms (Dec. 2020)
5
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Mar. 2019~Dec. 2020) © Eastern Online Co., Ltd.
Mar. May Jul. Sep. Nov. Jan. Mar. May Jul. Sep.
Nov.
Drug-
stores
Department
stores
Hyper-
Markets
Super-
Markets
Convenience
stores

6. Consumer data 3: the growth of the sharing economy
5.8%
7.0% 7.3%
5.0% 5.0%
6.4%
7.5%
5.0%
7.8%
8.8%
9.2%
7.8%
0%
2%
4%
6%
8%
10%
1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月
2020
Utilization Rate of Shared Motorcycles (GoShare, WeMo, iRent)
• Increased demand for shared motorcycles: Other than promotions and allowances, the utilization rate of shared motorcycles
correlated closely with consumer mobility preferences. The increase in domestic tourism demand also fueled up the sharing
economy.
• Transfer of beneficiaries: In addition to commuting, urban tourism, along with the partnerships with relevant businesses, will
be the main focus of domestic tourism in 2021.
6
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Jan. 2020~Dec. 2020) © Eastern Online Co., Ltd.
Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.

7. Consumer data 4: rise of emerging media
vying for consumers' limited attention
• YouTube’s influence continued to decline: In the past two years, the number of YouTubers with loyal viewers has gradually
declined. The same trend was shown for top 1 YouTubers.
• Podcast continued to grow: With more and more celebrities and influencers with their own followers joining in the podcast
market, the percentage of users has increased to 15%.
7
31.1%
29.5%
32.0%
34.8% 35.9%
30.8%
38.0%
18.9%
16.5%
14.1% 13.2% 12.6%
14.0%
11.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Jun Sep Dec Mar Jun Sep Dec
2019 2020
YouTube Viewership
沒有主動觀看的Youtuber TOP1
6.6%
10.6% 9.9%
11.7%
14.9%
0%
10%
20%
30%
8月 9月 10月 11月 12月
Percentage of People Listening
to Podcast Last Month
7
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (2019-2020) © Eastern Online Co., Ltd.
Aug. Sep. Oct. Nov. Dec.
Youtubers losing regular viewers

8. Consumer data 5: Group buying is slowly recovering
• Slight recovery of group buying: During the pandemic, group buying on an impulse/peer pressure slumped badly as people
stocked up daily necessities, but it has recovered since August.
• New portal for virtual and physical integration: Group buying (perfect logistics and payment flows) will become another
medium for virtual and physical integration.
22%
23%
20% 20%
25%
19%
18%
22%
23%
22%
20%
22%
19%
16% 16% 16%
15% 15%
17%
19% 18%
20%
0%
5%
10%
15%
20%
25%
30%
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
2019 2020
Shopping via Line Groups (including Mom Groups and Colleague Groups)
During the pandemic,
the sales of supermarkets showed significant growth YOY.
Slowly recovering
8
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Mar. 2019~Dec. 2020) © Eastern Online Co., Ltd.
Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov.
Dec.

9. Consumer data 6:
more attention to rounds of shopping offers
• Shopping offers attracted more attention: Amid the pandemic, consumers had a clear tendency towards special offers in
2020, which could result in a better performance at the Double 12 shopping festival, Consecutive promotions of anniversary
sale and Double 11 and Double 12 shopping festivals in 2021 should be considered.
• Reward points attracted less attention: Compared to 2019, there wasn't much discussion about the reward points of
convenience stores and supermarkets in 2020. In addition to the impact of the external environment, lack of discussion in the
market should be addressed as it could reduce brand awareness and wear down existing members' willingness.
10%
15%
20%
25%
30%
35%
40%
45%
Mar Apr May Jun Jul Aug Sep Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2019 2020
百貨公司促銷訊息
超市集點活動
便利商店集點活動
購物優惠
Recent Discussions with Family Members
and Friends
9
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Mar. 2019~Dec. 2020) © Eastern Online Co., Ltd.
Department store deals
Supermarket reward points
Convenience store reward points
Shopping offers

10. Suggestions for Marketing in 2021
• Change in the atmosphere of consumption to pragmatic and prudent: With many family members and friends on unemployment/pay cut, people
have changed their prospects of the overall economy, further cutting their spending.
• More attention to shopping offers: After the pandemic subsided domestically, discussion on shopping offers, especially the anniversary sale and
Double 11 and Double 12 shopping festivals, increased significantly. In 2021, consecutive promotions should be planned to avoid competition or
special offers may be given to meet consumer needs.
• Suggestion: adopt a pragmatic (in response to instability) marketing strategy: In 2021, the focus of brand companies will be to offer product portfolios or
promotions that fit consumer needs such as volume-based pricing or a marketing strategy that corners in consumers' annual spending.
• Change in distribution channels: The effectiveness of offline channels/sale messages was reduced by the new service model
• Reduced distance by delivery platforms: Delivery platforms have shortened the distance between consumers and offline channels, among which hypermarkets
benefit the most.
• Group buying: LINE group buying strengthened direct-to-consumer (D2C) communication, along with the effects of peer influence and co-partnership.
• Less effective word-of-mouth promotions for reward points: In 2020, the benefits of word-of-mouth promotions for reward points were limited. It is important
not to excessively focus on members, which could result in the lack of brand awareness.
• Suggestion: check the markets (households/populations) accessed by offline channels, focus on the development and cooperation of new service models and the
diversity of products on display, collect D2C feedback to understand the preferences of group buying consumers, and conduct the cost-effectiveness analysis of
community-based logistics centers
• Change in communication: focus on distractions that allow multi-tasking
• Watching Youtube has become a pastime: The influence of YouTubers, as well as consumer preferences for certain YouTubers, has gradually decreased.
• The multi-tasking effect of podcasts has attracted more attention: With increasing podcast usage, the way of running podcast ads under multi-tasking
conditions is yet to be explored.
• Suggestion: Transfer to and have a go at the budgets for new media marketing, confirm the suitability of product attributes and new media, and evaluate benefits
10

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

12. Mind Shares Obtained by
Top 5 YouTubers in Dec. 2020
# 1
# 2
# 3
# 4
# 5
12
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Dec., 2020 © Eastern Online Co., Ltd.
1 up
3 up
1 down
3 up
10 up

13. Mind Shares Obtained by YouTubers
Rank Nov 2020 Dec 2020
Changes of Ranking since the Survey
in July 2020 (Adopting the Same
Research Method)
1 Muyao 4 Super Playing Chien’s Eating ▲ 1
2 Chien’s Eating Muyao 4 Super Playing ▼ 1
3 Hailey Aga Tsai ▲ 3
4 TGOP Tsai’s Family ▲ 3
5 Ray Du English Aga Tsai Life ▲ 10
6 Aga Tsai Ku's dream ▲ 8
7 Tsai’s Family TGOP ▼ 3
8 Korea jin zhen gu Joeman ▲ 5
9 NSFW Ray Du English ▼ 4
10 Catino Crazy News NSFW ▼ 1
11 Potter King Catino Crazy News ▼ 1
12 Lessons from Movies Taiwan Talent Show ▲ 8
13 Joeman Korea jin zhen gu ▼ 5
14 Ku's dream jam_cutepig ▲ 5
15 Aga Tsai Life Hailey ▼ 12
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
© Eastern Online Co., Ltd.Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Dec, 2020 © Eastern Online Co., Ltd.

14. Hot Topics Among Consumers in December
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in November?
45%
Food
and
Dining
35%
Shopping
and
Discount
36%
Investment
and Financial
Management
25%
Movies
and
Entertain
-ment
23%
International
Issues
21%
Politics
14
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Dec., 2020 © Eastern Online Co., Ltd.
娛樂
影劇
21%
Reward
Points
Collecting
Scheme

15. Utilization Survey to New Consumer Behaviors
54%
Online Payment
Trying out cleaning products
of unfamiliar brands(26.7%)，
I would like to try it out even
having never heard of it before
(12.4%)
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
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos
to TikTok
Going to Gyms
Having Micro-
cosmetic Surgery
No
Change
15
No
Change
No
Change
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Dec., 2020 © Eastern Online Co., Ltd.
2%
3.3%
2.3%
No
Change
5%
No
Change

16. 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 ChinaCompanies in Taiwan

17. EOL Consumer Research Team (EOL iSURVEY)
1000M
200,000
Members
30 Years
50,000
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
Annual Trend Seminar

18. 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

19. 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
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Quantitative (online & offline)
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Interview/Interview at Households
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Trend Reports
Customized reports
Workshop for Creation of Business
Opportunities
Consultancy Service for Brands and Trends
AdvantagesServices
Advantages and Services of
EOL Consumer Research Team

20. Three Major Features of
EOL Consumer Research Team
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

21. 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
Deputy Director Ethan Yang #812
【Contacts for Business Cooperation】---------------------------------------------------
VGM Amanda Li #806 Email：amanda@isurvey.com.tw
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Deputy Director Casper Wang #817 Email：casper@isurvey.com.tw
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan