of TW Consumer Behaviors of July 2022
Snapshot
Released on Aug. 9, 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey of Consumer Actions Affected by Inflation
2. Survey of Viewing behavior in Short Videos and Live
Streaming
3. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
2022 Consumer Sustainability Index Conference on Wed. 9/14
【Welcome to register】

Agenda
2
1. Survey of Consumer Actions Affected by Inflation
2. Survey of Viewing behavior in Short Videos and Live Streaming
3. Tracking Survey to Consumer Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.

Survey：
Consumer Actions Affected
by Inflation
PART 1
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

• Consumer desire has declined in the past four months: According to the data from 2022E-ICP Trend Seminar, consumers
have felt prices rising since since mid-2021. Due to various factors such as financial system controls and the Russo-Ukrainian
War, consumers have declined their desire to purchase from April to July 2022.
• Consumers are still proactively discussing the discount: But the desire to purchase is not as low as it was in the early
stage of the epidemic in 2020, and consumers remain constant behavior of discussing discounts. It shows that even if they are
impacted by price increases, consumers are still looking carefully at the discounts, whether they hope to purchase, or search
for other adaptive strategies to cope with price increases.
4
Consumers decreasing desire to shop for 4 consecutive
months while still paying attention to discounts
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
1
0%
10%
20%
30%
40%
50%
44
46
48
50
52
54
56
58
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
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
2019 2020 2021 2022
Shopping desire score mentioned discount-related topic w/ friends (%)

• Consumers will adjust the behavior of eating out three meals: Among the expenditure items in the catering category,
eating out three meals a day is the most strongly impacted, more than 70% of consumers change their behavior; dining with
friends is also affected.
• The change in personal care products and hygiene products is small: Among essential expenditures, the least impacted
products is routine cleaning products, whether it’s toilet papers or personal care products, about 40% are affected.
5
74% of consumers will change their consumption
behavior of eating out three meals due to inflation
60%
74%
55%
70%
57%
50%
42% 46%
66%
50%
62%
Ingredients
for
home-cooked
daily
meals
daily
meals
from
takeaway
Food
delivery
platform
Dining
with
friends
Plan
a
dinner
or
birthday
party
with
friends
Alcohols
Hygiene
products(tissue,
sanitary
pad,
etc.)
Personal
care
products
(body/hair/face)
Casual
wear
Formal
dress/Business
attire
Leisure
travel
Items that affect changes in purchase behavior due to rising inflation prices (%)
Q.【In the past month】, how did you adjust your buying behavior with the following items due to rising prices? (Buy less frequently, buy less, change the habitual brands, change the habitual
product type, no change (exclusive))
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
2

• Consumers will reduce the frequency of dining with friends, taking out three meals, and travel: Consumers reduce the
frequency of purchases to cope with rising price. And the way consumers can self control around food bears the burnt,
including dining together and take-out. Consumers have lower frequency to buy casual clothing than formal clothing; traveling
is also a significant decrease.
• Brands pay attention to changes in the market; in addition to the reduce the frequency and quantity of purchases, about
10% of the consumers have changed their habitual brands of hygiene and personal care products, which is higher than other
items, according to the data.
6
Dining with friends, daily meals and leisure travel
are the most influenced by the inflation
9% 6% 7% 5% 5%
11% 12%
6% 5% 5%
daily
meals
from
takeaway
Food
delivery
platform
Dining
with
friends
Plan
a
dinner
or
birthday
party
with
friends
Alcohols
Hygiene
products(tissue,
sanitary
pad,
etc.)
Personal
care
products
(body/hair/face)
Casual
wear
Formal
dress/Business
attire
Leisure
travel
To changer your habitual brands/stores to cope
with rising inflation prices (%)
18%
35%
27%
39%
27%
21%
12% 13%
31%
22%
32%
Ingredients
for
home-cooked
daily
meals
daily
meals
from
takeaway
Food
delivery
platform
Dining
with
friends
Plan
a
dinner
or
birthday
party
with
friends
Alcohols
Hygiene
products(tissue,
sanitary
pad,
etc.)
Personal
care
products
(body/hair/face)
Casual
wear
Formal
dress/Business
attire
Leisure
travel
To reduce the frequency of purchases to cope with
rising inflation prices (%)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
3

東方線上消費者研究集團 /行銷部
東方線上股份有限公司，台北市大安區信義路四段306號7樓
Survey ：
Viewing behavior in
Short Videos and Live Streaming
PART 2

TikTok is on the rise during the OMICRON pandemic.
8
• Short-formed video (less than 5 mins) first entered Taiwan in 2018-2019 due to TikTok, which set off a craze. But with the
changing development strategy, the market share of watching videos has dropped to around 20%. It has became a remedy for
consumers to relieve stress until some escalating periods of the covid-19 pandemic in 2021 and 2022.
• In the meantime, short-form videos are keeping booming around the world, as platforms like TikTok, Instagram Reels,
YouTube Shorts, LINE VOOM, has launched a new feature for their short-form video product, all of them are trying to meet
consumers’needs for short and light content; furthermore, Little Red Book (Xiaohongshu) comes with tremendous force,
providing text descriptions and videos, also captures 7% of the market share.
7%
Used Xiaohongshu
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
1
28%
22%
19%
26%
20%
17%
20%19%
20%
19%
20%
22%
20%
16%
18%
16%
18%
14%
17%
18%
19%
18%18%
19%19%18%18%
23%
20%19%
23%
19%19%19%
17%
21%
24%
25%
26%
23%
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
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
2019 2020 2021 2022

More than 95% have watched short-form videos, the
most popular content categories are travel and food
9
• For all consumers (20-59 years), the top 3 most viewed short videos in the past month are travel & food, life hack tips and
funny content.
• Looking at the preferences by age group, there are some differences: in addition to each group’s top 2 are the same,
consumers aged 40-59 years old focus more on weather news, which is 8% higher than the whole group. For consumers
aged under 39 years old, the top 1 is travel & food, the second is the funny content. The chart below shows the content
categories with 3% difference compared with the whole group’s preferences. It is including MV music, news, stock finance,
games, animation, etc.
48% 41% 37% 32% 30% 29% 27% 27% 25% 24% 24% 23% 22% 18% 17% 15% 15% 10% 4%
41%
36%
40%
34%
21% 24% 21%
25%
22%
18% 13%
54%
45%
25%
37%
30%
24%
27%
11%
12% 12%
6%
Travel
and
food
Life
hack
tips
Funny
content
Professional
knowledge
Music
Video
News
and
weather
Social
Issues
TV
show
Unboxing
Lifestyle
Stock
finance
Pets
TV
series
Games
Animation/cos
play
Celebrity/Topic
interviews
Makeup/
Fashion
Singing
challenges
None
of
the
Above
Short video content you’ve watched in the past month*(Choose all that apply)
All(N=1,000) 20-39y(N=500) 40-59y(N=500)
**The categories are only listed with the content over 10% of all consumers have watched; they are only marked with a difference of 3% from the whole group.
Q: 【In the past month】, have you ever watched any of the following types of short-form videos? *Including 3-5 minutes of video, watching on computers, laptops, mobile phones, and tablets
(multiple answers)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
2

More than 60% of consumers will turn on the live chat
10
• The comments from the viewers capture people’s attention: for consumers who watched a livestream last month, more
than 60% notice the pop-ups/responses. And, they pay particular attention to watch other viewers‘ comments. It shows that
watching a livestream is not just the interaction between the viewers and the streamers, but also exchanging opinions with
other viewers.
• When watching live streams, more than 50% of the consumers aged 40-59 years old prefer to ”lurk“ rather than give a
response, more than 30% of them mainly click the like button to show support.
36%
15%
11%
21%
35%
40%
17%
13%
19%
32%
31%
12%
9%
23%
38%
Other viewer‘s comments
Organizer/Streamer’s comments
Co-streamer’s comments
I don't turn on live chat and pop-ups
I’ve not watched a live stream in the
past month.
Contents will be noticed when watching the live
streaming(Choose all that apply)
All (N=1000) 20-39y (n=500) 40-59y (n=500)
35%
21%
15%
11%
6%
4%
49%
35%
29%
20%
10%
7%
4%
45%
35%
14%
11%
12%
4%
3%
54%
Click the like button to show…
Follow the streamer
Pop up/ leave a comment
Buy the merchandise of…
To be a patron/ donator
Participate an offline activity
None of the above
Which of the following behaviors you’d do
while watching a live stream? (Choose all
that apply)
(N=1000) 20-39y (n=500) 40-59y (n=500)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
3

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

Utilization Survey to New Consumer Behaviors
60%
Online Payment
Trying out cleaning
products of unfamiliar
brands(24%)，
I would like to try it out
even having never
heard of it before (9%)
22%
Purposeful diet control
behaviors
26%
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
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
No
Change
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Jul. 2022) © Eastern Online Co., Ltd.
3%
No
Change
No
Change
No
Change
1

Hot Topics Among Consumers in July 2022
13
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
July?
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in July 2022) © Eastern Online Co., Ltd.
33%
Shopping
and
Discount
31%
Entertai-
nment
47%
Food
and
Dining
37%
Investm-
ent
22%
Cooking
26%
Internat-
ional
Enviro-
nment
22%
Economy
27%
Politics
2

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)
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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
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Research on sales using
data of issued invoices
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telecom consumption
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mouth among communities
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comprehend the scale,
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Overview
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comprehend the number
of competitors and their
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• 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
16

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Teams and Experts
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Proposals
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17

Three Major Features of
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3
18

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
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