Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf

2024
Snapshot of TW Consumer
Behaviors January 2024
The focus of data:
 Sharing Economy Consumption Circumstance Survey
 Domestic vehicles/Import vehicles Car-owner-related consumption
behavior survey
 New consuming behavior following up
Releases on January 31, 2024

PART 1
Sharing Economy
Consumption
Circumstance Survey
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000, 20-59 years old

Source: EOL News Collation
1
Survey motivation & consumer trend tracking:
What are the consumption circumstances of Taiwanese consumers
when sharing economy becomes the global heated topic
“Sharing economy” was listed by Time of America in 2010 as one of the “top 10 ideas that would change the world”.
The brand-new business mode has taken the world by storm. Starting from Uber and Airbnb growing promptly, the concept of
the “sharing economy” has gradually been implemented into various services such as umbrella-sharing, shared power banks,
bike-sharing, co-working spaces, sharing logistics, etc., which comes out as a new topic every year.
Defined by the Economist, the sharing economy indicates that every resource can be rented on the Internet.
The sharing economy is developed as a systemized business model with rapid and widespread matching driven by the Internet.
Sharing means the separation of the right to use and the ownership, redistributing the idle resources, both tangible and
intangible, so as to create benefits.
Sharing Economy
© Eastern Online Co., Ltd

83.5%
72.3%
44.4% 41.2%
32.9%
20.7%
4.4%
37.7%
16.4%
11.6%
7.0% 2.5% 3.6% 1.6%
51.1%
Bike
sharing
(e.g.
YouBike)
Car
sharing
(e.g.
Uber,
iRent)
Scooter
sharing
(e.g.
WeMo,
GoShare)
Shared
power
banks
(e.g.
CHARGE
Spot)
Share
house
(e.g.
Airbnb)
Sharing
logistics
(e.g.
Lalamove)
Sharing
space
(e.g.
WeWork)
Not
knowing/Not
using
Awareness rate
Usage rate of the…
月EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
2
Sharing economy: The awareness rate is higher than the usage rate
Sharing transportation services have the highest usage rate of
consumers
Based on EOL Group Survey, the awareness rate of all kinds of sharing services is higher than the usage rate.
It means that consumers in Taiwan are familiar with the concept of the sharing economy but it still has a certain consumption
gap from developing awareness into the behavior.
Among all the sharing services, the sharing service in transportation has the highest awareness rate and usage rate.
88.8% Awareness rate and usage rate of sharing services
Sharing
transportation
services

EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
3
More than 50% of consumers in Taiwan haven’t used the sharing services yet.
Great regional differentiate: Consumers in Northern Taiwan are willing to try
the sharing service most.
More than 50% of consumers in Taiwan (51.1%) haven’t used the sharing services.
• Bike Sharing has the highest usage rate of consumers in Northern Taiwan is over 40%, reaching 43.7% while consumers in
Middle and Southern Taiwan also have a usage rate of higher than 30%.
• Consumers in Northern Taiwan are more willing to try care-sharing services, with a usage rate of nearly 20% (19.8%).
各地區共享服務使用狀況
37.7%
51.1%
43.7%
19.8%
13.5%
8.0%
2.6% 2.0%
Bike
sharing
(e.g.
YouBike)
Car
sharing
(e.g.
Uber,
iRent)
Scooter
sharing
(e.g.
WeMo,
GoShare)
Shared
power
banks
(e.g.
CHARGE
Spot)
Sharing
logistics
(e.g.
Lalamove)
Share
house
(e.g.
Airbnb)
Sharing
space
(e.g.
WeWork)
No
using
Overall(N=1000) Northern region(N=460)
Middle region(N=200) Southern region(N=300)
Usage rate in
Northern Taiwan
Usage rate in
Northern Taiwan
Usage condition of sharing service in each region

4
Usage obstacle of Sharing transportation services
Indifference quality, the available amount of facilities, and
popularization of the service points are three main problems
Three top problems of using sharing transportation services are: “Indifference quality of the facilities”, “insufficient amount of the facilities” and
“Insufficient popularization of the service point”.
“Insufficient popularization of the service point” is the largest problem (42.2%) for scooter sharing, which indicates that scooter sharing services are in
short supply currently. In addition, the common problem for car sharing and scooter sharing is the inaccurate positioning of the APP, with over 30% of
consumers respectively having this problem.
It can be seen that the sharing economy is significantly affected by technology readiness. The accuracy and usability will directly affect the experience
of consumers.
共享交通服務之使用困擾
31.3% 29.4%
27.4%
19.8% 19.0%
16.2% 15.1%
12.9%
8.2%
.6%
23.3%
23.8%
31.1%
20.1%
36.2%
42.2%
31.9%
19.8%
17.2%
Indifference
quality
of
facility
Insufficient
amount
of
available
facility
Insufficient
popularization
of
the
service
point
Inconvenience/Not
accustomed
to
the
using
process
Inaccurate
positioning
of
the
APP
Not
smooth
in
communication
with
customer
service
Unstable
APP
Safety
concerns
on
the
facility
Safety
concerns
on
the
service
process
Others
No
problem
Overall(N=489) Bike sharingN=377) Car sharing(N=164) Scooter sharing(N=116)
Usage problems of sharing transportation service

5 Usage groups of sharing transportation have a high overlap rate
Consumers who use scooter sharing have the highest overlap rate
Sharing transportation service Mutual usage rate
Overall
Bike
sharing
Car
sharing
Scooter
sharing
Sample size 1000 377 164 116
Bike sharing (e.g. YouBike) 37.7% 100.0% 63.4% 74.1%
Car sharing (e.g. Uber, iRent) 16.4% 27.6% 100.0% 49.1%
Scooter sharing (e.g. WeMo,
GoShare)
11.6% 22.8% 34.8% 100.0%
Users of different sharing transportation services have a certain overlap rate:
• Among consumers who use scooter-sharing services, 74.1% of them also have used bike sharing, while 50% have used car sharing.
It indicates that users of scooter sharing services are the consumers who can utilize sharing transportation services best.
Compared to the whole consumer group, they utilize the sharing service well and are willing to use diverse types of
transportation.
• Among the users of car-sharing services, 63.4% of them are also users of bike-sharing.
70% of consumers who use
scooter-sharing service
have also used bike-sharing service
50% of consumers who use
scooter-sharing service
have also used car-sharing service

6
Consumption model of sharing transportation:
pay when necessary
Sharing transportation service frequency of usage
15.2%
26.7%
36.9%
0% 50% 100%
Car
sharing(N=164)
Scooter
sharing(N=116)
Bike
sharing(N=377)
Once a week or more once two weeks
once three weeks once a month or less
Sharing transportation service usage model
0% 50% 100%
Car
sharing(N=164)
Scooter
sharing(N=116)
Bike
sharing(N=377)
Regular using use when needed
For sharing transportation, most consumers still prefer “use it when needed” and tend to choose “pay per use” as the payment
model. (75.4%)
Most consumers still cannot get used to the sharing consumption but see it as one of the random options.
Becoming a frequent part of the consumers’ daily lives is the challenge for sharing business models.
Sharing transportation
service payment model
Pay per use
Long-term subscription
Deduct after a
one-time top-
up
75.4%
(N=459)
4.4%

KEY TAKEAWAY Observation and Suggestion
7
The sharing economy has an awareness rate higher than the usage rate.
The concept of the sharing economy is popular and known by consumers well, but it still has a
certain consumption gap from developing awareness to behavior.
Taiwan, which is an island rooted in technology, should utilize its strengths in technology to
keep improving the details and providing a more friendly experience to users, such as user-
friendly interfaces, accurate and timely positioning, etc., so as to discover more possibilities for
sharing economy.
Sharing service in transportation has the highest usage rate
Among diverse sharing services, the sharing service in transportation has the highest
awareness rate and usage rate.
Sharing transportation provides Taiwanese consumers with a more convenient, economical,
and environmentally friendly way of moving around. However, more than half of consumers in
Taiwan(51.1%) haven’t used any sharing services. Encouraging consumers to take the first step
in trying sharing services is still a challenge for the sharing economy.
Indifference quality, the available amount of facilities, and popularization of the service
points are three main problems
For sharing service in transportation, the top three problems are: “Indifference quality of the
facilities” (31.3%), “insufficient amount of the facilities” (29.4%), and “Insufficient
popularization of the service point” (27.4%). Sharing transportation needs to fix the conditions
of all the “insufficiency, reducing every consumption gap, so as to attract more consumers to
use it for long.
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024) © Eastern Online Co., Ltd

PART 2
Domestic vehicles/Import vehicles
Car-owner-related consumption behavior survey
EOL Group Survey
EOL Group/E-ICP Eastern Integrated Consumer Profile
Valid Sample: 2,000
Research Subject: Men and women at the age of 13~64
Sampling Method: Stratified sampling (select 56 main cities and use quota sampling based on the age and gender ratio)
Interview Method: Door-to-door Interview
Sampling Error: With a confidence level of 95%, the sampling error is ± 2.9%

1
10% of consumers plan to purchase car in the coming year
In total, 50% of consumers consider purchasing car in 5 years
EOL tracking intention of purchasing a car in the long term, more than 10% of Taiwanese consumers plan to “purchase a car in the
coming year”, which means that in every 10 consumers, there is one potential car owner in the coming year.
As of the survey results of December 2023, 12.7% of Taiwanese consumers plan to “purchase a car in the coming year” while 19.3%
of them consider purchasing a car within 3 years and 18.5%. In total, there are 50% of consumers consider purchasing cars within 5
years, paying attention to the information about the car market.
Consumers’ Intension for purchasing car within 5 years Weekly Tracking
0%
20%
40%
60%
80%
100%
2023.1 2023.2 2023.3 2023.4 2023.5 2023.6 2023.7 2023.8 2023.9 2023.12 2023.11 2023.122
Consider purchasing in the coming year
Consider purchasing within 3 years
Consider purchasing within 5 years
Not consider purchasing within 5 years
49.5%
12.7%
19.3%
18.5%
2024.10 2024.12

2
Car purchase for personal use is still the main way of car usage
Consumers who rent cars for use, subscribe to the car, or use the
sharing cars are less than 10% respectively.
According to the long-term tacking survey by EOL, nearly 70% of consumers prefer to purchase the car for personal use (69.1%).
Most consumers tend to see cars as durable goods, which still represents a promising market foundation for automotive brands.
The emerging car usage models such as "car sharing," "long-term leasing," or "car subscription services" each account for less than
10 percent.
Consumers’ way of car usage
0%
10%
20%
30%
40%
50%
60%
70%
80%
2023.1 2023.2 2023.3 2023.4 2023.5 2023.6 2023.7 2023.8 2023.9 2023.12 2023.11 2023.122
Long-term renting
of the car
Car subscription
service
Sharing car
69.1% Purchase car for
personal use
2024.10 2024.12

Source: EOL Group Eastern Integrated Consumer Profile (EICP) 2023
62.6
49.6
37.9
18.5
11.3 8.9
GPS
navigation
device
Dashcam
ETC/eTag
Window
tinting
Phone
holder
Car
floor
mats
Vehicle
power
supply
Heat-insulating
board
Window
deflector
Immobilizer
Airbag
Car
audio
Vehicle
charger
Steering
lock
Avid
power
Reverse
radar/rearview
camera
system
Tire
pressure
monitoring
system
Speed
radar
detector
Overall car
owners(N=637)
domestic car
owners(n=516)
import car
owners(n=124)
3 The accessories car owners would like to buy most:
GPS navigation devices and dashcams
"GPS navigation devices," "dashcams," and "ETC/eTags" are the most common car accessories bought by car owners, and
domestic car owners have a higher purchase proportion compared to import car owners. One possible reason is that import cars
have more standard built-in accessories. However, import car owners are more willing to purchase additional accessories such as
"window tinting," "heat-insulating boards," "reverse radar/rearview camera systems," and "tire pressure monitoring systems."
Additional car accessories bought by car owners

4
Consumption tendency: car owners can refuse the lure of promotion better
Import car owners are more sensitive to “payment method reward”
49.0%
42.7%
Q：I will buy more products in the promotion period
than in usual
Overall consumers agree -57.5%
Domestic car owners agree -49.0%
Import car owners agree -42.7%
61.3%
Q：I will carefully consider which payment
method can receive the most rewards.
Overall consumers agree -56.6%
Domestic car owners agree -61.3%
Import car owners agree -51.4%
Both domestic car owners and import car owners can refuse promotions better. Compared to the overall
consumers (57.5%), their agreement proportion is lower than 50%.
It is worth noting that import car owners are astute; they are more sensitive to "payment method rewards" and
more cost-conscious (61.3%); whereas, domestic car owners are less concerned about the details of payment.
Import car owner proportion of being
affected by promotions
Import car owner
proportion of being cost-
conscious in payment

5
Modes of leisure: car owners have lower “screen dependency”
Domestic car owners prefer to have “domestic travel”
58.7%
Q：usually have domestic travel
Overall consumers -54.4%
Domestic car owners -58.7%
Import car owners -51.6%
Q：usually watch TV drama/popular videos
Overall consumers -25.2%
Domestic car owners -12.6%
Import car owners -16.9%
12.6%
Compared to general consumers, both domestic car owners and imported car owners are less interested in "watching TV dramas".
This provides insights for advertising placement. Since car owners are not so interested in audio-visual entertainment, brands
may consider reallocating advertising resources to other forms of entertainment or leisure activities. For example, in the
case of "domestic travel," the preference of domestic car owners is higher than the overall average (58.7%).
Domestic car owners
Preference of watching TV dramas
Domestic car owners
Preference of domestic travel

PART 3
Tracking Survey to New
Consuming Behaviors
• Survey to the usage ratio of new consuming behavior
• Consumer’s Hot Topics
EOL Group Survey

70%
Online Payment
31%
Subscription-based
streaming video services,
such as Netflix, iQIYI,
CatchPlay, etc.
12%
Going to gym or sports
classroom, such as
boxing, yoga, TRX,
Fitness Equipment
32%
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?
1
Survey to the usage ratio of new consuming behavior
Usage rate of online payment keeps growing
3% 2 %
3% 1%
3
Others
Upload TikTok video
Accessing LINE
Shopping Group
Accessing
Delivery App
2% Use online
bank account
21%
3%
38% 2% 29%
1% 4%

38%
Investment
and
Financial
Management
38%
37%
Shopping
and
Discount
39%
Hot Topics Among Consumers in January
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in January?
2
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (January 2024)
Jan.
*Sorted according to the proportion of January.
Dec. 51%
Food
and
Dining
51%
30%
Politics
36%
28%
Drama
25%
Internatio
nal Issues
21%
23%
20%
Economic
Development
20% 21%
Culinary
20%
© Eastern Online Co., Ltd.

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