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

2024
Snapshot of TW Consumer
Behaviors February 2024
The focus of data：
 Vibrant Silver-haired Business Opportunity Consumption Survey of
Consumers in 65-74 year old
 Are consumers happy when they return to work after the Chinese New Year
Holidays
 New consuming behavior following up
Releases on February 29, 2024

PART 1
Vibrant Silver-haired
Business Opportunity
Consumption Survey of
Consumers in 65-74 year old
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000, 20-59 years old
Survey Period: February 2024
EOL Group/E-ICP Eastern Integrated Consumer Profile for Silver-Haired Group
Valid Sample: 2,000
Research Subject: Men and women at the age of 13~74
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
Survey Period: June-August 2023
Sampling Error: With a confidence level of 95%, the sampling error is ± 2.14%

Source: National Development Council; EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (September 2023)
1
Taiwan is entering into the Super-aged society,
and the Silver-haired consumption trend brought by
consumers over 65 years old affects the whole market
The data from the National Development Council shows that the silver-haired group will account for over 20% of the total
population in Taiwan, which marks that Taiwan transfer into a super-aged society. When discussing the silver-haired business
opportunities, health, medical care, and caregiving are the main topics. However, based on the Department Store Anniversary
Sale Survey conducted by EOL Group in 2023, the consumption amounts of the generations are increased with the growth of
age, which indicates that the purchasing power of the elderly is more significant than that of younger generations.
If the senior and silver-haired generation is no longer just a group that receives care, but a more active and affluent
consumer subject, what will the consumption trend of the elder generation be?
元
元元元
6820
8575 9057 9470
20代 30代 40代 50代
NTD 8508
on average
Department Store Anniversary Sale Survey in 2023:
consumption amount increase with the age
Source: EOL Group Survey (September 2023)
Source: National Development Council
Estimated Schedule of the Aging Process in Taiwan
The
proportion
of
the
generation
over
65
years
old
Aging
Society
(25
years)
Aged
Society
(7
years)
Super-aged
Society
NTD 6820
NTD 8575
NTD 9057 NTD 9047
20S 30S 40S 50S
Year
© Eastern Online Co., Ltd.

36.3
24.1
0 20 40 60 80 100
Housing loan/rent
Money for the family (parents/wife)
Clothing/accessories/skincare…
Traffic/commuting
Investment and finance (stocks/funds, etc.)
Insurance fee
Leisure/entertainment/travel
Savings for oneself
Living expenses like utilities bills/gas bills
Food and drinks
50-74 Y(N=905) 65-74Y (N=292)
Source: EOL Group/E-ICP Eastern Integrated Consumer Profile for Silver-Haired Group
2
“Use of money” of vibrant silver-haired group
The money used in "Leisure and entertainment" ranks
second, following "food, living expenses, and savings."
What are the main expenses of the silver-haired group? According to the data from EOL Group/E-ICP Eastern Integrated Consumer Profile
for Silver-Haired Group, except "daily food and drink", "necessary living expenses", and "savings for oneself", “leisure/entertainment/travel”
is also the prior expense item in expenses, ranking in the fourth.
Further observation shows that the silver-haired group over 65 years old takes a significantly higher proportion in expenses of
“leisure/entertainment/travel" than that of the overall elderly group over 50 years old (24.0%), which indicates that "Entertainment
lifestyle" is more important for the silver-haired group over 65 years old.
Use of Disposable Money (Top 3)

3
“Sports business opportunities” brought by the vibrant
sliver-haired group: Over 25% of silver-haired groups do
exercise for over four hours every week
The data of EOL Group/E-ICP Eastern Integrated Consumer Profile for Silver-Haired Group shows that over 25% of silver-haired groups (26.1%) do
exercises for over four hours every week; while the weekly average exercise hours of the silver-haired group over 65 years old reach to 3.0
hours, which is higher than that of the overall elderly group over 50 years old (2.6 hours). From the actual expenses amount, it can be observed
that the silver-haired group over 65 years old had sports-related expenses as NTD 4,733 on average last year.
The main purchases are shoes, followed by clothing and accessories.
0% 20% 40% 60% 80% 100%
65-74Y
(N=292)
50-74Y
(N=914)
More than 8 hours 6-8 hs 4-6 hs
2-4 hs 1-2 hs 30mins-1 h
Less than 30 mins Hardly no exercise
Average time in exercise every week
Average exercise hour
2.6
3.0
NTD4,733
65-74Y average expenses
in sports every year
65-74Y Top 3 purchased
sports products
Shoes 37.0%
Clothing and accessories (e.g. bags) 16.4%
Sports brace (e.g. wrist braces) 5.1%
(N=292)
(N=292)
26.1%

4
The vibrant silver-haired group still values their appearance. Data shows that the silver-haired group aged 65 is mindful of their appearance:
• Haircare demand : Nearly 98.6% of the silver-haired group visited a hair salon in the past three months.
• Skincare demand : The usage of basic skincare products (62.0%), anti-aging/anti-wrinkle products (61.3%), and firming/lifting products (41.6%)
among the silver-haired group is higher than the overall consumer.
• Makeup demand : Among the female silver-haired group, over 80% use lipstick (86.9%), while the usage of foundation/liquid makeup (42.6%) and
compact powder (36.1%) is also higher compared to the overall consumers.
“Appearance consumption” of the vibrant silver-haired group:
98.6% of them visit hair salons while 60% remain basic skincare
96.4
98.6
Overall (N=2292) 65-74Y (N=292)
Top 5 skincare products, usage
condition of silver-haired group
Have been to the hair salon
for the past three years
41.6
61.3
62.0
0 20 40 60 80
Firming/lifting
Whitening
Anti-aging/Anti-winkle
Strengthening
moisturizing
Basic skincare
Overall(N=1207) 65-75Y (N=137)
Usage condition of women
silver-haired group
42.6
36.1
86.9
0 20 40 60 80 100
Compact powder
Foundation/liquid
makeup
Lipstick
Overall(N=734) 65-74Y (N=61)
(%)
(%)
(%)

91.8
45.9
74.0
50.3
35.6 26.4 25.0
19.9
16.1
Watching
TV
Surfing
on
the
Internet
Taking
walks
Domestic
travel
Enjoying
cuisines
Killing
time
with
mobile
Making
tea
Shopping
Binge-watching
or
following
popular
series
Cooking/baking
Gardening
Playing
Mahjong
Attending
religious
activities
Listening
to
music
Walking
Mountain
climbing/trekking/hiking
Making
coffee
Playing
video/mobile
games
Flower
viewing
(cherry
blossom/tung
blossom)
Singing
(KARA
OK/KTV)
Going
for
a
ride
with
car/scooter
Fishing
Overall (N=2292)
65-74Y (N=292)
5
Activities usually engaged in (choose all that apply)
Based on the data, it is realized that the activities that silver-haired group over 65 years old usually engages in are: watching
TV(91.8%), taking walks(70.4%), and domestic travel(50.3%) subsequently. Interestingly, over 90% of silver-haired groups are loyal
TV viewers though, only 25.0% engage in "binge-watching or following popular series", which indicates that silver-haired groups like
watching TV but are not keen on following specific drama consistently. Their viewing preferences may lean more toward news,
variety shows, and television shopping. It is surveyed that 45.9% of silver-haired groups usually use the internet; while 26.4% of
them will spend their time with mobile phones.
Leisure time of vibrant silver-haired group
More 90% are keen on watching TV but most of
them do not binge-watch drama
(%)

EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (February 2024)
6
Interaction between the senior and the junior in family:
the elderly relatives over 65 years old”; nearly 40%
provide regular financial support
From the aspect of the junior in family, the EOL Group Survey in February shows that among the consumers aged 20-59, 34%
live with elderly relatives over 65 years old currently while 38.1% have seniors over 65 years old in their family but do not live
together.
Furthermore, the survey indicates that 39.7% of consumers provide regular financial support, with an average monthly
amount of NTD8,254.
While 12.3% provide irregular financial support. Altogether, 52% of consumers provide financial support to elderly relatives.
Provide financial support
34.4%
38.1%
27.5%
If have the elderly
relatives over 65 years old
39.7%
12.3%
48.0%
NTD8,254
Average monthly amount of
regular financial support
Provide financial
support regularly
No providing
Provide financial
support but not
in regular
Have the senior and
live together
Have the senior but
don’t live together
Don’t have the senior
52%
of consumers
provide financial
support to the senior

40.3%
29.8% 29.4% 29.4%
27.2%
23.3%
22.3%
18.9%
17.4% 17.2%
14.9%
11.7% 10.1% 9.4% 8.7% 7.0% 6.3% 5.0%
45.6%
42.4%
39.0%
36.9%
29.9%
21.5%
49.1%
41.1%
32.2% 30.7%
29.0% 27.7%
23.4% 23.2%
Health
supplement
Beverage
powders
(e.g.
milk
powder/oatmeal/wheat
flour)
Fruit
Daily
necessities
(including
personal
and
family
’
s
items/skincare
products)
Snacks/chocolates/cookies
Supplement
drinks
Nut
Tea/tea
bag
Coffee
beans,
powder/drip
coffee
bag
Electronic
products
Clothing
and
shoes
Small
appliance
for
health
Personal
accessories
Travel/entertainment
voucher
Kitchen
appliance
Alcohols
Cleaning
appliance
Appliance
for
beauty
Overall(N=1000)
Living with elderly relatives(N=344)
Not living with elderly relatives(N=381)
Providing financial support(N=397)
7
Junior’s consumption for elderly relatives
The main items are “health supplements” and “food”
EOL Online Survey, it is realized that the consumers who live with the elderly relatives or provide financial supplement have a higher proportion in having extra
consumption to them.
What products did consumers buy for the seniors in their families in the past year? The survey shows that “health supplement” is the top 1 item to be bought, following
“beverage powder and fruit”.
Daily food and drinks are the primary items through which family members express care for their elderly relatives.
To meet the needs of the silver-haired group and improve their quality of life, the current situation of family members is also an important research indicator for
companies.
Products brought for the elderly relatives in the last year

8
For vibrant silver-haired generation, “Entertainment” is the focus of life
In the near future, the proportion of elderly people over 65 years old in Taiwan will continue to increase. However, this vibrant silver-
haired generation, quite different from “the elderly” in our stereotype, has an enthusiastic and lively attitude towards life. Except for
daily food and drinks, living expenses and savings, “leisure/entertainment/travel” is the main consumption item for the silver-haired
generation.
The needs of the silver-haired generation over 65 years old deserve attention from businesses to strategize and seize the growing
opportunities in the elderly entertainment market.
Vibrant silver-haired groups spend time in exercises and pay attention to their appearance
management
With the increasing awareness of health and appearance, the silver-haired generation is still an unignorable significant consumer
group. Industries related to "sportswear/accessories" and "haircare/skincare/makeup products" will continue to receive support from
silver-haired groups. Businesses should consider developing products for silver-haired consumers. Taking skincare brands as examples,
they can emphasize the effect of anti-aging and the care for mature skin; while Makeup brands can focus on promoting a "healthy
complexion" in their marketing appeals to silver-haired consumers.
The “filial business opportunities”: health supplements and food are the main items
The consumption items of the junior in family show that they care about the health maintenance and quality of diet of their elderly
relatives. Meanwhile, family members who live with the elderly or provide financial support are more willing to have extra
consumption for their elderly relatives.
To catch up with the “filial business opportunities” extended from silver-haired group, business can consider what the junior really
cares about, providing quality food for the elderly, such as developing more health supplements and beverage powders that can be
drunk.
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (February 2024) © Eastern Online Co., Ltd.
KEY TAKEAWAY Observation and Suggestion

PART 2
Are consumers happy when they
return to work after the Chinese
New Year Holidays?
EOL x Macromill Weekly Index Asia Survey in Taiwan
EOL Group Survey

From Christmas to Chinese New Year, the “consuming
willingness in the coming week” has a holiday atmosphere
EOL x Macromill Weekly Index Asia Survey in Taiwan, N=500, 20-59 years old; conducted by: EOLembrain Online Member Survey
1
Consuming willingness in the coming week
According to the Weekly Survey of Consumer Values and Behavior in Taiwan conducted by EOL Group, during the period from
the end of 2023 with Christmas and New Year, to the Chinese New Year in 2024, the “consuming willingness in the coming
week” has a slight increase, going with the holiday time. Subsequently, in conjunction with EOL , further exploration is made into
the work, material life, and overall sense of happiness of consumers.
0%
10%
20%
30%
40%
50%
60%
Dining out with family
Dining together with friends/colleges
Clothing
Household electronics
Beauty/hair salon
Movie/concert/sports games
Christmas &
New Year
Chinese
New Year

When returning to work after Chinese New Year in 2024,
the satisfaction to the work of consumers increase
2
0%
20%
40%
60%
80%
100%
Sept. 2023 Oct. 2023 Nov. 2023 Dec. 2023 Jan. 2024 Feb. 2024
Agree Normal Disagree
I like my current work.
0%
20%
40%
60%
80%
100%
I get a balance between work and life.
The long-term tracking survey of EOL observes the living satisfaction in all aspects. Compared to the latest data from the beginning
of 2024 to the end of 2023, it can be seen that the proportion of consumers who like their current work increases from 35.0% to
42.4%; while the proportion of consumers who get a balance between work and life increase from 39.9% to 46.1%.
Overall, there is a significant increase in the proportion of consumers satisfied with their work.
35.0% 42.4% 39.9% 46.1%

Over 40% of consumers are satisfied with their material life
3
0%
20%
40%
60%
80%
100%
Sept.
2023
Oct. 2023 Nov.
2023
Dec. 2023 Jan. 2024 Feb. 2024
I am satisfied with my current material life.
39.4% 43.4%
Comparing the latest data from the end of 2023 to the beginning of 2024, the proportion of consumers satisfied with their material
life has increased from 39.4% to 43.4%. Further analysis based on age and region indicates that the proportion of satisfaction with
material life are relatively higher among the 20s generation (48.3%) and the 50s generation (48.7%). In terms of regions, consumers
in the eastern regions express higher satisfaction (47.5%).
43.0%
48.3%
38.5% 38.1%
48.7%
0%
10%
20%
30%
40%
50%
Overall
(N=1000)
20-29Y
(N=230)
30-39Y
(N=270)
40-49Y
(N=270)
50-59Y
(N=230)
43.0% 42.8% 42.0% 43.3%
47.5%
0%
10%
20%
30%
40%
50%
Overall
(N=1000)
Northern region
(N=460)
Middle region
(N=200)
Southern
region (N=300)
Eastern region
(N=40)
Proportion of agreement in each generation
Proportion of agreement in each region

Over 50% of consumers feel happy now
4
I feel happy now.
Comparing the past six months, there has been a significant increase in the proportion of consumers feeling "happy
now," surpassing fifty percent (51.9%). Further analysis based on regions shows that consumers in the eastern region
have the highest proportion of happiness, reaching 55%. When analyzed from the aspect of age group, the proportion of
happiness among the 40s generation is relatively lower (47%).
0%
20%
40%
60%
80%
100%
46.7% 51.9%
51.9% 53.5% 54.1%
47.0%
53.5%
0%
20%
40%
60%
Overall
(N=1000)
20-29Y
(N=230)
30-39Y
(N=270)
40-49Y
(N=270)
50-59Y
(N=230)
Proportion of agreement in each generation
51.9% 51.5% 52.5% 51.7% 55.0%
0%
20%
40%
60%
Overall
(N=1000)
Northern region
(N=460)
Middle region
(N=200)
Southern
region (N=300)
Eastern region
(N=40)
Proportion of agreement in each region

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

69%
Online Payment
26%
Subscription-based
streaming video services,
such as Netflix, iQIYI,
CatchPlay, etc.
14%
Going to gym or sports
classroom, such as
boxing, yoga, TRX,
Fitness Equipment
29%
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
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (January 2024)
Survey to the usage ratio of new consuming behavior
Decrease in Paid Subscription for Streaming Video Services
1%
3
Others
Upload
TikTok video
Accessing LINE
Shopping Group
Accessing
Delivery App
Use online
bank account
21% 35% 2% 29%
© Eastern Online Co., Ltd
1 % 3 %
6 %
1% 4% 持平持平

39%
Shopping
and
Discount
36%
Hot Topics Among Consumers in February
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in February?
2
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOL embrain Online Member Survey (January 2024)
Feb.
*Sorted according to the proportion of February.
Jan. 51%
Food
and
Dining
51%
25%
Drama
24%
Internatio
nal Issues
23%
21% 20%
Economic
Development
19%
36%
Politics
32%
20%
Culinary
21%
38%
Investment
and
Financial
Management
41%

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databases and utilizes AI to deepen its
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EOL Exclusive Research “Database of senior and silver-haired generation”
Door-to-door Senior and silver-haired generation survey in
Taiwan for 9 years.
The one and only research on the senior and silver-haired
generation in Taiwan for 9 years, includes various aspects such as
lifestyle, retirement, health conditions, concerns and cognition
related to aging, caregiving methods, home care equipment,
health supplements, etc.
For families, an in-depth understanding of the worries and cognition
of silver-haired groups can help provide better care for elderly family
members. For example, understanding home care equipment can
effectively enhance quality of life as well as ensure safety and comfort.
For businesses, accurate analysis of the senior and silver-haired
generation can help the industry in innovation, addressing consumer
concerns and pain points, and meeting real needs. Providing products
and services that "understand consumers better" can capture the
growing market opportunities presented by the silver-haired
generation.
Comprehensive exploration Senior silver-haired
generation research
Comparation
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Including hundreds of items
of survey
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Yearly survey from 2011
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budget for market research
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Description of
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E-invoice Database
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※ 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
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Grace Su / Director #818
Casper Wang / Director #817
Email：amanda@isurvey.com.tw
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Email：casper@isurvey.com.tw
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