Snapshot of consumer behaviors of Sep. 2021 eol i-survey (en)

1. of TW Consumer Behaviors of Sep. 2021
Snapshot
Released on Sep. 25, 2021
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey: How will consumers spend their Quintuple Stimulus Vouchers
• Reception rate of digital voucher and printed voucher
• Preferences of spending items
• Views on the Quintuple Stimulus Vouchers
• Observation highlights of consuming behaviors: Quintuple Stimulus Vouchers
2. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
3. Moon Festival 2021 : Analysis of Bestsellers in momoshop
• Gift box at top: Moon Festival bestsellers in momoshop
• Baking at home: momoshop top 5 electric bakeware bestsellers

2. Agenda
1. Survey: How will consumers spend their Quintuple Stimulus Vouchers
• Reception rate of digital voucher and printed voucher
• Preferences of spending items
• Views on the Quintuple Stimulus Vouchers
• Observation highlights of consuming behaviors: Quintuple Stimulus Vouchers
2. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
3. Moon Festival 2021 : Analysis of Bestsellers in momoshop.com.tw
• Gift box at top: August 2021 Moon Festival bestsellers in momoshop
• Baking goods at home: August 2021 momoshop top 5 electric bakeware bestsellers
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted Early September 2021) © Eastern Online Co., Ltd.

3. Survey: How will consumers spend their
Quintuple Stimulus Vouchers
PART 1
• Since mid-May 2021, Taiwan has been affected by a new wave of the Covid-19 pandemic, and
consumers have been living under a nationwide Level 3 alert for over 70 days since then.
• To stimulate consumption for the economy, the government proposed the Quintuple Stimulus
Vouchers program. The news was released in July and the digital binding applications were started
on September 22.
• To further explore consumer behavior, The EOL Group surveyed 1,000 consumers in early September
about their use of the Quintuple Stimulus Voucher to understand their expected usage.
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

4. • The ratio of choosing digital voucher and printed voucher are divided 50% each: This year, the
government has set specific regulations on the receiving methods of digital voucher and printed vouchers, which
cannot be changed once they are confirmed. During the pandemic period, 47% of Taiwan consumers who have
gotten used to non-contact payment habits will choose digital voucher. Compared to last year's figure of 7.7%, there
may be a significant increase in digital voucher this year.
Quintuple Stimulus Vouchers Pre-test Survey
Consumer Data 1: Digital Binding Ratio is Expected to Rise
4
printed voucher
46%
digital voucher
47%
Not sure
7%
31%
15%
31%
14%
3%
7%
Via CVS
Via Post office
Link Credit Card
Link Digital / Mobile Payment
Link Pre-paid Card
Not Sure
Voucher linking & pre-order method
(exp.)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted September 2021) © Eastern Online Co., Ltd.

5. • 35% think it’s extra money: The higher the percentage of people who consider stimulus vouchers as "extra",
the more likely it is to achieve the effect of "revitalizing" the economy. Therefore, according to the survey data,
people who think it is a windfall are likely to be the ones who stimulate the economy.
Quintuple Stimulus Vouchers Pre-test Survey
Consumer Data 2: 35% of Consumers Considered
The Voucher as A "Windfall"
5
How consumers perceive Quintuple
Stimulus Vouchers
Extra money
35%
Government’s
offer as subsidy
28%
Money I Am Deserved to
Have as Everyone Is
37% 58%
24%
39% 23% 3%
Daily
common
consumption
Increase
the daily
common
consumption
Early
purchase
of planned
items
Purchase
additional
items
Purchase
unplanned
items
Quintuple Stimulus Vouchers Usage -
Consumer Preferences (multiple)
Daily Extra Both
46% 29% 25%
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted September 2021) © Eastern Online Co., Ltd.

6. • Nearly Half of The Estimated Spending is on Daily Household Items: In terms of the distribution of daily
and recreational use between households and individuals, consumers prefer to purchase daily necessities at over
40%. If calculating the allocation between family and individual, the proportion of personal use only is higher, at 44%.
48%
17%
43%
30%
24% 3%
Household
Essential
Househole-dinning
&
entertainment
Personal
Essential
Personal
item
longed
for
a
while
Personal-dinning
&
entertainment
Gifting
Quintuple Stimulus Vouchers Usage
(at most choose two)
Quintuple Stimulus Vouchers Pre-test Survey
Consumer Data 3: High Proportion of Spending on
Household And Personal Daily Necessities
6
2021 2022
For
Household
For
Personal
For
Both
23% 44% 33%
23%
36%
10% 7%
2%
13%
3% 2%
47%
Department
store
anniversary
sale
EC
sale
(eg.
1111,
1212…)
Christmas
New
year's
eve
Year-end
party
Lunar
new
year
228
holidays
Spring
holidays
no
specific
timing
Quintuple Stimulus Vouchers Usage - timing
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted September 2021) © Eastern Online Co., Ltd.

7. • Small durable goods and daily meals are on top: In terms of the expected use of Quintuple Stimulus
Vouchers, 44% and 43% of consumers choose small durable goods and daily meals respectively. More than 30% of
consumers chose low-cost consumer goods. Most of the consumers already have an ideal allocation of spending in
their minds, including small durable goods (31%) and large durable goods (17%), which they intend to purchase
because they have been given Quintuple Stimulus Vouchers.
44% 43%
32%
23%
19%
17%
7% 7% 7% 7% 6% 6% 5% 5% 5% 4% 3%
2%
31% 14% 8% 17% 7% 10% 4% 3% 3% 2% 4% 3% 2% 1% 2% 2% 2%
1%
Small
durable
goods
Daily
meals
Low-priced
non-durable
goods
Big
durable
goods
Daily
apparel
Travel
Dinning
for
special
occation
Hair
/
Facial
…
Car
/
Scooter
/
Bike
Entertainment
High-priced
non-durable
goods
Sports
/
Venue
Study
Traffic
Souvenir
Art
/
Music
/
Craft
Apprael
for
special
occation
Donation
Quintuple Stimulus Vouchers Usage - items
Ideal* (Choose 3 items) item likely purchased once QSV offered (muitiple)
Quintuple Stimulus Vouchers Pre-test Survey
Consumer Data 4: The Highest Proportion is Expected
to Be Used for Small Durable Goods And Daily Meals
7
*Ideal category: Which of the following categories of spending do you think the stimulus voucher would best meet your ideal?
全體 20代 30代 40代 50代
Small durable
goods
44% 43% 45% 44% 44%
Daily meals 43% 37% 34% 45% 56%
Low-priced non-
durable goods 32% 25% 32% 35% 33%
big durable
goods
23% 27% 23% 24% 18%
Daily apprael 19% 29% 17% 19% 12%
Travel 17% 13% 17% 15% 24%
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted September 2021) © Eastern Online Co., Ltd.

8. Observation Highlights of Consuming Behaviors:
Quintuple Stimulus Vouchers
• Digital binding number increased, promotional measures can be implemented. Printed voucher may stimulate the number of
convenience store visitors.
• As of September 28th, more than 3.76 million people have made a digital binding, far exceeding the previous binding status (7.7%). Among them,
the highest percentage is for credit cards. Brand operators could actively start the marketing activities associated with credit cards.
• The main channel for receiving printed vouchers is the convenience store, and it is expected that the additional convenience store promotions will
boost the sales of related products in convenience stores.
• About 30% of consumers consider the vouchers as additional consumption, which will become a major revitalizing force
• When evaluating their preference to spend on daily or extra purchases, nearly half of consumers would spend all of their vouchers on what they
spend regularly. This shows that the public's attitude toward vouchers tends to compensate for daily expenses; the percentage of those who say
they want to spend vouchers entirely on additional expenses is nearly 30%, and the main impact is on the ability to accelerate and realize shopping
plans.
• Individuals over families
• Although both personal and household spending is heavily weighted toward daily expenses, the proportion of shopping plans from an individual's
perspective is higher than that of a household. It is assumed that consumers are more focused on their daily and recreational needs and may give
priority to satisfying their own needs in the purchase order and consideration when using the vouchers.
• More than half of consumers aim to spend for the shopping season
• The release of Quintuple Stimulus Vouchers in 2021 will be expected to stimulate many shopping seasons. The preliminary findings show that more
than 50% of the consumers have targeted specific holidays for spending. Among them, more than 30% of consumers choose e-commerce shopping
festivals; it is worth noting that the stabilization of the pandemic has gradually increased the willingness to go out, and it is worth paying attention to
whether the increase in the frequency of going out will drive consumption in physical stores.
• Small appliances and daily meals may benefit the most
• Consumers still tend to spend more on low-cost durable goods and food and beverage, while young people in their 20s value clothing, and mature
people in their 50s value daily meals and domestic travel more than all others.
• Since consumers are likely to accelerate the purchase of items in their shopping plans, brand owners can try to retrace the items that consumers
have put in their shopping carts or consistently searched for in the past to become the first wave of the Quintuple Stimulus Vouchers promotion.
8
© Eastern Online Co., Ltd.

9. Tracking Survey to
Consumer Behaviors
PART 2
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Da-an Dist., Taipei City

10. 3
No
Change
10
No
Change
Utilization Survey to New Consumer Behaviors
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past
month?
56%
Online Payment
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted Aug 2021) © Eastern Online Co., Ltd.
Trying out cleaning products
of unfamiliar brands(21%)，
I would like to try it out even
having never heard of it before
(9%)
17%
Purposeful diet control
behaviors
23%
Posting IG Stories
Others
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos to
TikTok
Having Micro-cosmetic
Surgery
2%
4%
No
Change
No
Change
No
Change
6% 4%

11. Hot Topics Among Consumers in September
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in September?
11
31%
Shopping
and
Discount
21%
Drama
23%
Culinary
37%
Food
and
Dining
35%
Investme
nt and
Financial
Manage-
ment
24%
經濟
發展
18%
Reward
Points
Collecting
Scheme
18%
Politics
24%
Internati
onal
Issues
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted September 2021) © Eastern Online Co., Ltd.

12. Big Data - E-invoice
Moon Festival 2021 :
Analysis of Bestsellers in
momoshop.com.tw
PART 3
Eastern Online Consumer Research Group / E-invoice Database
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

13. From the invoicing data of momo in August, EOL picked out the information containing the keywords of Moon Festival, organized them into the following
eight items, and ranked them according to the sales volume:
0.8% 0.0% 0.0% 2.7%
0.4%
30.1%
0.1%
65.9%
Moon Festival bestsellers sales volume
Public Welfare
Snacks
Aromatizer
Outdoor Grill
Bakeware
Gift Voucher
Seasoning
Gift Box
No.1 No.2 No.3
Gift Box Gift Voucher Outdoor Grill
No.4 No.5 No.6 No.7 No.8
Public Welfare Bakeware Seasoning Snacks Aromatizer
13
Gift Boxes, Gift Vouchers and Outdoor Grill:
August 2021 Moon Festival bestsellers in momoshop
Source: EOL E-invoice Database. Aug. 2021
Note: The giveaways and favorable-priced products are excluded.

14. momo participates in the "Care-us
Mooncake Donation" this year, and by
placing an order on the platform, it will
help poor children and the physically and
mentally challenged in rural areas, allowing
consumers to pass on their love and care
to those in need.
2. Gift Voucher: The Flexible Choice of Gift
In response to the resurgence of the
pandemic this year and the ban on the
barbecue in various counties, electric grills
and bakeware have become popular. From
the hot selling rankings, we can see that
consumers generally choose the multi-
functional ones for a small number of people,
which shows that consumers also consider
the future practicality.
The momoshop’s hot-selling moon festival products indicate the market's sales. EOL Group has compiled the following 4 key points:
1. Moon Festival Gift Box Items Are More Diversified
4. Moon Festival Gifts and Charity
Every holiday season, consumers are always
worried about not being able to buy the gift
box they want, but they are also being
anxious about the freshness of the food if
they buy it too early. The introduction of gift
vouchers has relieved their concerns.
3. Safe Barbecue: Electric Bakeware Becomes Popular
Unlike conventional mooncakes, in recent
years, consumers are more inclined to
choose products that are suitable for the
recipients, such as brewed coffee sets for
coffee lovers or nutritional nuts sets for the
elderly. Another special combination this
year is the collaboration of CHIA YI SHI RI, a
noodle brand founded by a celebrity, and
Daisuki, a boutique dried meat brand, in a
commemorative gift box.
14
Moon Festival Product Market Observation
Source: EOL E-invoice Database. Aug. 2021
Note: The giveaways and favorable-priced products are excluded.

15. 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

16. 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
Member of Macromill
Weekly index Asia
Annual Trend Seminar
16

17. 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
17

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
EOL Consumer Research Team
18

19. 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
19

20. 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
Tina Peng / Director
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
#806 Email：amanda@isurvey.com.tw
#809 Email：tina@isurvey.com.tw
【Contacts for Business Cooperation】