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

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

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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

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

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

  1. 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. 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. 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. 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. 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. 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. 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.
  8. 8. 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
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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】

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