Snapshot of Consumer Behaviors of July 2025-EOLiSurvey (EN).pdf

2025
Snapshot of TW Consumer
Behaviors July 2025
The focus of data：
⚫Analysis of Consumer Behavior of In-app
Purchase in Mobile Games
⚫New consuming behavior following up for the
past 6 months
Releases on July 31, 2025

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PART 1
Analysis of Consumer
Behavior of In-app Purchase
in Mobile Games
Survey Method: EOL Group -EOLembrain Online Survey
Effective sample size: 1,000, 20-59 years old
Sampling Error: With a confidence level of 95%, the sampling error is ± 3.1%
Quota Method: Quota sampling is conducted based on the population's age and region (North, Middle, South) in Taiwan
Sample Screening: EOL’s respondents have all undergone rigorous identity verification, and invalid responses, random responses,
and samples that do not match the background have been excluded, thereby enhancing the authenticity and precision of the
online survey.

1
Will consumers spend on mobile games?
Survey of consumers’ in-App purchase on mobile games
In recent years, with the widespread adoption of smart phones
and thriving of game market, the mobile games have swiftly
become an integral part of modern leisure activities, whose
variety and convenience of gameplays make such games popular
in all generations.
Under such background, the in-app purchase (IAP) monetization
model has become increasingly prevalent, emerging as a key
revenue stream for game companies. However, consumer
preferences, motivations, and spending habits related to in-app
purchases vary significantly, exerting a profound influence on
game design and marketing strategies.
In response, EOL Group conducted an independent survey of
mobile gamers to examine their gaming behaviors, with a
particular focus on in-app purchase–related spending patterns.
The findings aim to provide actionable insights to guide the
future design, operation, and marketing of mobile games.
All Rights Reserved © Eastern Online Co., Ltd.

2
Sample(N=1000) Percentage
Gender
Male 500 50%
Female 500 50%
Age
20-29Y 207 21%
30-39Y 243 24%
40-49Y 243 24%
50-59Y 207 21%
*60-64Y 100 10%
Region
Northern 460 46%
Middle 200 20%
Southern 300 30%
Eastern 40 4%
Structure of survey sample
Method of
Survey
Respondents
Sample
EOL Group-EOLembrain
Online Survey
1,000, (the sampling
error is ±3.1%)
Male and female consumers
in Taiwan, 20-64 years old
Explanation of survey design
© Eastern Online Co., Ltd.

3
EOL Group Survey, N=1,000, 20-64 years old; conducted by: EOLembrain Online Member Survey (July 2025)
23.6%
27.2%
49.3%
Did you have in-app
purchase on mobile
games or not
(N=828)
Spender
Potential
spender
Non-spender
82.8%
17.2%
Have you play mobile
games in the last 3
months or not
Yes
No
(N=1000)
Consider in-app
purchase but not
spending money yet
23.6% 27.2%
49.3%
33.7% 31.1%
62.5%
66.7%
0%
20%
40%
60%
80%
100%
Spender Potential spender Non-spender
Overall(N=828)
20-29Y(N=193)
30-39Y(N=215)
40-49Y(N=205)
50-59Y(N=152)
60-64Y(N=63)
23.6% 27.2%
49.3%
26.8% 30.2%
43.0%
20.4% 24.2%
55.3%
0%
20%
40%
60%
80%
100%
Spender Potential spender Non-spender
Overall(N=828)
Male(N=407)
Female(N=421)
Did you spend money on mobile games
in the past 3 months by gender
Did you spend money on mobile games
in the past 3 months by age
Play mobile games but
never consider in-app
purchase
Play mobile
games and have
in-app purchase
Among consumers who play mobile games, 23.6% will spend on games
Male consumers are more willing to spend money while over
30% of the 20s consumers will spend money on games.
The survey on July conducted by EOL Group shows that, 82.85 of consumers play mobile games in the past 3 months, and 23.6% of them have
in-app purchase on mobile games, 27.2% have potential in spending, saying that they re considering but not yet spend money on games. This
presents that nearly 50% of consumers are willing to have in-app purchase on games. Gender-based analysis presents that both the proportion
of paying players and potential spenders are higher among males than females, suggesting that male players exhibit greater purchase intent
toward mobile games. Analysis from the generation shows that 33.7% of the 20s consumers have in-app purchase, which is a higher
proportion compared with the overall proportion and other generations, and also more than 30% of them are the potential spenders.
Conversely, the proportion of non-spenders increases steadily with age, exceeding 60% among respondents aged 50 and above. This suggests
that younger consumers are more active in mobile game spending, while older generations tend to adopt a more conservative approach.

4
74.4%
58.2%
60.3%
15.9%
17.8%
15.7%
8.7%
16.0%
12.7%
8.0%
11.3%
Spender(N=195)
Potential
spender(N=225)
Non-
spender(N=408)
Everyday Once every 2-3 days Once every4-7days Once of 2 weeks or lower
The mobile game playing frequency in the past 3 months
16.4%
8.0%
5.4%
17.9%
12.9%
9.6%
24.1%
28.4%
18.1%
36.9%
39.6%
34.3%
4.6%
11.1%
32.6%
Spender(N=195)
Potential
spender(N=225)
Non-
spender(N=408)
4hs or more 2-4hrs 1-2 hrs 30 mins-1 hr Less than 30mins
Daily playtime of mobile games
7.2%
4.9%
4.4%
37.9%
28.0%
12.7%
33.3%
39.1%
34.1%
21.5%
28.0%
48.8%
Spender(N=195)
Potential
spender(N=225)
Non-
spender(N=408)
More than 5 3~4 2 1
Amount of mobile games being played in the past 3 months
Spender(N=195) 2.7
Potential
spender(N=225) 2.4
Non-spender(N=408) 1.9
Average amount of mobile games being played
Spenders have the highest game playing frequency, longest playing and the largest number of games
74.4% of spenders play mobile games every day, while 16.4% play
more than 4 hours per day
An analysis of mobile gaming behavior by in-app purchase reveals that spenders demonstrate significantly higher gameplay frequency, duration, and
average number of games played compared with other groups. Over 70% of spenders play mobile games daily, and 16.4% spend more than four
hours per day on gameplay.
In contrast, potential spenders and non-spenders show little difference in gameplay frequency, but their daily playtime patterns vary. Potential
spenders are most concentrated in the one-to-two-hour (28.4%) and 30-minute-to-one-hour (39.6%) categories, while 32.6% of non-spenders play
for less than 30 minutes per day—a proportion notably higher than that of other consumers. In terms of game variety, spenders engage with an
average of 2.7 types of games, compared with 2.4 for potential spenders and 1.9 for non-spenders. These findings indicate a clear correlation
between spending behavior and higher game-playing frequency, longer playtime, and a greater number of games played.

NTD1,081
NTD1,114
NTD1,038
NTD624
NTD1,342
NTD1,369
NTD1,123
21.5%
19.3%
24.4%
21.5%
26.2%
22.7%
8.0%
21.5%
19.3%
24.4%
29.2%
14.8%
18.2%
24.0%
16.9%
18.3%
15.1%
20.0%
18.0%
13.6%
12.0%
15.9%
16.5%
15.1%
16.9%
13.1%
11.4%
28.0%
6.7%
10.1%
2.3%
6.2%
3.3%
9.1%
12.0%
8.2%
6.4%
10.5%
3.1%
9.8%
13.6%
8.0%
9.2%
10.1%
8.1%
3.1%
14.8%
11.4%
8.0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overall N=195)
Male(N=109)
Female(N=86)
20-29Y(N=65)
30-39Y(N=61)
40-49Y(N=44)
50Y or above(N=25)
NTD 200 or less NTD 201-300 NTD301-600 NTD601-1,000 NTD1,001-2,000 NTD2,001-5,000 NTF5,001 or more
5
Monthly average in-app purchase amount on mobile games
Average in-app
purchase amount
Male consumers, the 30s and the 40s consumers put more money in in-app purchases on mobile games
The 20s have the highest proportion of spenders but a lower average
spending
How much do spenders actually spend on mobile games? The survey conducted by EOL Group shows that the most common monthly in-app
purchase amounts are “NTD 200 or less" (21.5%) and "NTD 201-300" (21.5%). From a gender perspective, female consumers prefer in-app
purchases with smaller amounts, less than NTD 600. However, in the high spending category, female consumers (18.6%) have a higher
proportion than males (16.5%) do in the range of “NTD 2,000 and above”. Analyzing from the aspect of generations, the 20s have a higher
proportion of in-app purchase spenders, but have a significantly lower average spending amount compared to other generations and the
overall average. In contrast, players in the 30s and 40s report average monthly spending exceeding NT$1,300, indicating stronger spending
power in mobile games among these generations.

6
41.5% 36.9%
34.4% 29.7%
23.6%
15.4%
3.6%
43.1%
55.7%
43.2%
36.4%
56.0%
48.0%
0%
20%
40%
60%
80%
Chance
for
card
draw
or
gacha(randomized
reward)
Conditions
or
passes
that
increase
play
opportunities
or
gametime
In-game
items
or
equipment
like
weapons
or
potions
that
enhance
levels,
stats,
or
abilities
Conditions/qualifications/ga
me
pass
for
unlocking
story
levels
Nice-looking
clothes/accessories/skin
such
as
hats/cloaks/gloves
etc.
Characters
Others
Overall(N=195)
20-29Y(N=65)
30-39Y(N=61)
40-49Y(N=44)
50 or above(N=25)
Items being bought in mobile games by gender
41.5%
36.9% 34.4%
29.7%
23.6%
15.4%
3.6%
41.3%
43.0%
0%
20%
40%
60%
80%
Chance
for
card
draw
or
gacha(randomized
reward)
Conditions
or
passes
that
increase
play
opportunities
or
gametime
In-game
items
or
equipment
like
weapons
or
potions
that
enhance
levels,
stats,
or
abilities
Conditions/qualifications/ga
me
pass
for
unlocking
story
levels
Nice-looking
clothes/accessories/skin
such
as
hats/cloaks/gloves
etc.
Characters
Others
Overall(N=195)
Male(N=109)
Female(N=86)
Items being bought in mobile games by age
Among in-app purchases items, 41.5% of consumers spend for card draw or gacha(randomized reward)
Young generations prefer card draw or gacha while consumers aged
40s and above favor extended play opportunities
What items do consumers usually spend on in-app purchases in mobile games? The survey conducted by EOL Group shows that “chance for
card draw or gacha(randomized reward)” have the highest proportion (41.5%), followed by “conditions or passes that increase play
opportunities or gametime”(36.9%), and “in-game items or equipment like weapons or potions that enhance levels, stats, or abilities” (34.4%).
Analysis by gender presents that female consumers prefer “conditions or passes that increase play opportunities or gametime”(43.0%) while
males favor “in-game items or equipment like weapons or potions that enhance levels, stats, or abilities”, indicating that females are more
likely to enjoy the game content and males focus more on empowering their performance in games. Analyzing from the aspect of generations,
the 20s and 30s tend to “chance for card draw or gacha(randomized reward)”(43.1%, 55.7%) while consumers in the 40s and above prefer
“conditions or passes that increase play opportunities or gametime”(43.2%，56.0%) and “in-game items or equipment like weapons or
potions that enhance levels, stats, or abilities”(36.4%, 48.0%).

7
49.7%
30.8%
26.2%
22.6% 20.5%
16.9% 15.4%
11.8%
4.1% 2.1%
59.0%
37.7%
0%
20%
40%
60%
Receive
special
tools/equipment/clothe
s/characters
Unlock
special
stories
or
missions
in
the
games
Participate
the
activities
in
games
Shorten
the
playtime
Win
the
victory
in
the
fight
Present
the
character
Receive
a
higher
rank
Receive
the
recovery
tool
No
reason
Others
Overall(N=195)
20-29Y(N=65)
30-39Y(N=61)
40-49Y(N=44)
50Y or more(N=25)
Purpose of in-app purchases on mobile games by gender
49.7%
30.8%
26.2%
22.6% 20.5%
16.9% 15.4%
11.8%
4.1% 2.1%
57.8%
37.2%
0%
20%
40%
60%
Receive
special
tools/equipment/clothes/ch
aracters
Unlock
special
stories
or
missions
in
the
games
Participate
the
activities
in
games
Shorten
the
playtime
Win
the
victory
in
the
fight
Present
the
character
Receive
a
higher
rank
Receive
the
recovery
tool
No
reason
Others
Overall(N=195)
Male(N=109)
Female(N=86)
Nearly 50% of consumers have in-app purchases for tools/equipment/characters
Males care about the element of making their role powerful or
looking good, while females focus on the game content
The purpose of in-app purchases on mobile games indicates that 49.7% of consumers spend money to receive special
tools/equipment/clothes/characters, and the second popular reason is “Unlock special stories or missions in the games”(30.8%). Analysis by
gender reveals that 57.8% male consumers spend money on mobile games for special tools/equipment/clothes/characters, while female
consumers spend money mainly due to “Unlock special stories or missions in the games”(37.2%). This suggests that males prioritize making their
roles powerful or looking good, whereas females tend to focus more on the game content and playing experience. Analyzing by generations, it is
evident that nearly 60% of consumers in the 30s make in-app purchases to “Receive special tools/equipment/clothes/characters” (59.0%), and
they also have a higher rate of choosing “Unlock special stories or missions in the games” (37.7%) as their reason compared to other generations
and the overall average. This indicates their higher engagement level with character equipment and game content.
Purpose of in-app purchases on mobile games by age

8
47.4%
39.5% 37.9%
27.9% 25.5%
18.3%
9.0% 8.1%
5.2%
1.2%
27.2%
15.2%
51.3%
45.3% 44.4%
34.0%
52.6%
34.6%
0%
20%
40%
60%
Have
promotional
events
Have
limited-time
events
Have
low
spending
thresholds
Games
stage
is
stuck
Unable
to
draw
the
desired
tools/equipment/clothes/c
haracter
Games
collaborate
with
favorite
IP
See
others
perform
gacha
on
YouTube
or
livestreams
Friends
have
in-app
purchases
See
others
show
off
Others
Overall(N=420)
20-29Y(N=125)
30-39Y(N=117)
40-49Y(N=100)
50Y or more(N=78)
Conditions being motivated to spend on mobile
games by gender
47.4%
39.5% 37.9%
27.9% 25.5%
18.3%
9.0% 8.1%
5.2%
1.2%
27.2%
11.6% 9.5% 7.8%
42.6%
35.6%
0%
20%
40%
60%
Have
promotional
events
Have
limited-time
events
Have
low
spending
thresholds
Games
stage
is
stuck
Unable
to
draw
the
desired
tools/equipment/clothes/ch…
Games
collaborate
with
favorite
IP
See
others
perform
gacha
on
YouTube
or
livestreams
Friends
have
in-app
purchases
See
others
show
off
Others
Overall(N=420)
Male(N=232)
Female(N=188)
Conditions being motivated to spend on mobile
games by age
47.4% of consumers spend more on mobile games due to the promotion
Promotions and time-limited events appeal strongly to consumers
in the 30s
What circumstances will motivate consumers to spend on mobile games? The survey conducted by EOL Group shows that 47.4% of consumers
reported being more willing to spend during promotional events. This was followed by “limited-time events” (39.5%) and “low spending
thresholds” (37.9%). Analysis by gender shows that, female consumers were significantly more likely to spend when they got stuck in the
game (35.6%). Male consumers show higher proportions in reasons such as “Unable to draw the desired tools/equipment/clothes/character”
(27.2%), “seeing others perform gacha on YouTube or livestreams” (11.6%), “friends have in-app purchases” (9.5%), and “See others show off”
(7.8%), suggesting their stronger desire for self-display. The analysis from the aspect of generation reveals that, consumers in the 20s tend to
spend when the game is collaborated with their favorite IP. And the 30s are particularly drawn by “promotional events,” “limited-time events,”
or “low spending thresholds.” Meanwhile, consumers aged 40 and above are more inclined to spend during “promotional events” or when
they are stuck in the game.

9
The view of paying consumers on in-app
purchases amount on mobile games
Intentions of having in-app purchases on
mobile games in the future
8.2% 56.9% 22.6% 12.3%
0% 20% 40% 60% 80% 100%
Overall(N=195)
Increase Maintain current spending level
May decrease Stop spending in the future
12.8% 24.1% 42.6% 7.7%
12.8%
0% 20% 40% 60% 80% 100%
Overall(N=195)
Very high Somewhat high Moderate Somewhat low Very low
34.9%
56.9% will maintain the current in-app purchases amount in the future
Only 8.2% will increase such amount while 34.9% may decrease the
spending or stop spending
A survey conducted by EOL Group reveals how current paying consumers of mobile games view the amount they spend on in-app
purchases as followed:
42.6% of consumers describe their in-app purchases amount as “moderate,” indicating that they consider their expenditures to be within
a reasonable range. Another 24.1% feel their spending is “somewhat high,” while 12.8% report it as either “very high” or “very low.”
Regarding future spending intentions, 56.9% of consumers say they plan to “maintain their current level,” 22.6% stated they “may
decrease”, and only 8.2% expressed that they are likely to “increase” their spending. Overall, most consumers remain inclined to continue
making in-app purchases, though some may adjust their spending levels.
It is noteworthy that the proportion of consumers who report they may “spend less” or “stop spending” reached 34.9%. This suggests a
decline in satisfaction among certain spenders, a trend that warrants attention and ongoing monitoring.

10
Current number of games with spending
1
57.4%
2
33.3%
3
5.1%
4
2.6%
5
0.5%
6 or more
1.0%
(N=195)
35.7%
31.4%
28.6%
24.3%
17.1% 15.7%
8.6% 8.6%
0%
10%
20%
30%
40%
The
in-app
purchase
items
in
other
games
are
not
attractive
Have
no
intention
to
spend
in
other
games
Particularly
like
that
one
game
Feel
guilty
for
spending
money
on
too
many
games
Promotion
events
of
other
games
are
not
attractive
Make
a
decision
to
spend
money
on
1
game
Other
games
have
a
high
spending
threshold
Do
not
have
enough
money
for
other
games
Reasons of spending money on only 1 game
(N=70)
*Play multiple games,
but only have in-app
purchases on one game.
57.4% only have in-app purchases on 1 specific mobile game
Consumers clearly distinguish the spending games and non-spending
games
According to the survey conducted by EOL Group, most consumers who spend money on mobile games play in only one game (57.4%), followed
by 2 games (33.3%). Among those who spend exclusively on a single game, the top reason given is that “The in-app purchase items in other
games are not attractive” (35.7%), followed by “Have no intention to spend in other games” (31.4%) and “Particularly like that one game”
(28.6%).
These findings suggest that the main reason for not spending in other games is not economic constraints but rather the sufficient appeal of the
game they are currently invested in. This further reflects that consumers draw a clear distinction between games they are willing to spend on
and those they are not.

11
Reasons for not having in-app purchases on mobile games by age
47.6%
33.6%
31.1%
26.4%
19.9% 19.1% 18.2% 17.1%
14.4% 13.3% 10.9%
5.8% 5.4% 3.9%
1.4% 0.5%
25.0% 26.6%
24.0%
53.4%
37.9%
30.4%
55.6%
0%
20%
40%
60%
See
games
as
mere
entertainment
Consider
spending
on
games
a
waste
of
money
Only
play
the
game
temporarily
Receive
the
satisfaction
without
in-app
purchases
Can
pass
the
game
without
spending
money
Even
with
spending,
nothing
tangible
is
left
Even
without
paying,
there
are
many
free
chances
to
have
card
draw
or
gacha
Worry
about
becoming
stuck
in
continuous
spending
Even
with
spending,
the
desired
items
may
not
be
received
No
games
I
want
to
spend
on
I
have
no
money
for
spending
on
games
The
spending
threshold
is
high
No
events
in
the
game
are
attractive
No
tools/equipment/clothes/cha
racter
are
desired
Inconvenience
in
payment
Others
Overall(N=633) 20-29Y(N=128)
30-39Y(N=154) 40-49Y(N=161)
50-59Y(N=133) 60-64Y(N=57)
Non-spender perceive little value in in-app purchases on mobile games
The 40s consumers think mobile games only for entertainment not
worth spending money
In a survey of both potential spenders and non-spenders regarding their reasons for not spending money in mobile games, 47.6% of them
state that they “see games as mere entertainment” The second most common reason was “consider spending on games a waste of money”
(33.6%), followed by “Only play the game temporarily” (31.1%). Analysis by generations, consumers in the 20s more frequently cited “even
without paying, there are many free chances to have card draw or gacha(randomized reward)” (25.0%) and “worry about becoming stuck in
continuous spending” (26.6%), suggesting their higher sensitivity to financial burden. The 30s consumers more often indicate that “even with
spending, nothing tangible is left” (24.0%), reflecting a focus on practical use of money. Among consumers aged 40 and above, higher
proportions report “see games as mere entertainment” and “only play games temporarily,” which reveals a general lack of recognition of the
value of mobile game spending in this generation.

12
Reasons for not having in-app purchases on mobile games by spending behavior
47.6%
33.6% 31.1%
26.4%
19.9% 19.1% 18.2% 17.1% 14.4% 13.3% 10.9%
5.8% 5.4% 3.9% 1.4% 0.5%
28.0%
20.0%
11.1%
57.4%
39.5% 36.5%
0%
20%
40%
60%
See
games
as
mere
entertainment
Consider
spending
on
games
a
waste
of
money
Only
play
the
game
temporarily
Receive
the
satisfaction
without
in-app
purchases
Can
pass
the
game
without
spending
money
Even
with
spending,
nothing
tangible
is
left
Even
without
paying,
there
are
many
free
chances
to
have
card
draw
or
gacha
Worry
about
becoming
stuck
in
continuous
spending
Even
with
spending,
the
desired
items
may
not
be
received
No
games
I
want
to
spend
on
I
have
no
money
for
spending
on
games
The
spending
threshold
is
high
No
events
in
the
game
are
attractive
No
tools/equipment/clothes/c
haracter
are
desired
Inconvenience
in
payment
Others
Overall(N=633)
Potential Spender(N=225)
Non-spender(N=408)
Potential spenders and non-spenders show distinct reasons for not spending
Potential spenders worry about uncontrolled future spending, while
non-spenders see games as mere entertainment
An analysis of reasons for not spending reveals clear differences between potential spenders and non-spenders. Potential spenders are more
likely to cite “worry about becoming stuck in continuous spending” (28.0%), “even with spending, the desired items may not be received”
(20.0%), and “the spending threshold is high” (11.1%). This indicates that their reluctance is tied to a higher psychological barrier for making
the first purchase, along with concerns about potential loss. By contrast, non-spenders’ reasons are not primarily financial. The most common
responses were “see games as mere entertainment” (57.4%), “consider spending on games a waste of money” (39.5%), and “only play the
game temporarily” (36.5%). These findings suggest that non-spenders fundamentally do not recognize the value of mobile game spending
and are more inclined to enjoy the gameplay itself without monetary investment.

13
Over 20% of consumers currently spend on mobile games, and a sizable share are potential spenders
Among the 82.8% of consumers who played mobile games in the past three months, 23.6% made in-app purchases, while
27.2% are identified as potential spenders. A closer look at spending patterns reveals that the share of male spenders
(26.8%) is noticeably higher than that of female spenders (20.4%). Younger consumers also stand out, with 33.7% of those
in their 20s making purchases, a rate higher than the overall average and other age groups. Similarly, potential spenders are
more concentrated among men (30.2%) than women (24.2%), and exceed 30% among consumers in their 20s. Overall, men
and younger players demonstrate a stronger willingness to spend on mobile games.
Spending categories and motivations vary by gender and age, requiring tailored promotional strategies
In general, male consumers prioritize in-game enhancements such as equipment, items, and characters, while female
consumers place more emphasis on the game’s content and overall experience. From an age perspective, consumers in their
20s and 30s tend to prefer opportunities for card draws or gacha (randomized rewards), whereas those aged 40 and above
favor purchases that directly extend gameplay time or opportunities. Notably, regardless of demographic differences,
promotional events are consistently effective in driving spending intention.
Most consumers see their current spending as reasonable, and the majority expect to continue spending
Although 36.9% of consumers feel their current spending is “high,” only 12.3% explicitly indicated they would stop spending
in the future. This suggests that while some consumers may adjust their spending levels, the majority are likely to continue
making purchases. Moreover, more than half of spenders currently concentrate their spending on only one game. This
highlights that consumers apply clear standards when deciding whether to spend, underscoring the importance for game
publishers to position their titles as the preferred choice for spending.
Potential spenders face high barriers to their first purchase, while non-spenders perceive no value in spending
Potential spenders often hesitate due to concerns that their first purchase may not deliver adequate satisfaction, leading
instead to a sense of loss. In contrast, non-spenders fundamentally do not perceive mobile game spending as valuable. To
lower the psychological barrier for potential spenders, offering low-cost items that provide immediate gratification can be
effective. For non-spenders, efforts should focus on communicating the tangible benefits of in-app purchases to enhance
their recognition of and interest in spending.
KEY TAKEAWAY Observation and Suggestion

PART 2
New consuming behavior following up
for the past 6 month
• Survey to the usage ratio of new consuming behavior
• Consumer’s Hot Topics
EOL Group Survey
Method: EOL Group - EOLembrain Online Member Survey
Effective sample size: 1,000,20-64 years old

63.3%
25.7% 23.5%
11.5%
0%
20%
40%
60%
80%
Survey to the usage ratio of new consuming behavior
Online Payment usage slightly declined
1
Online Payment Posting IG Stories
Of all the respondents aged 20 to 64, what were the levels of utilization of various consumer behaviors in the past 6 months?
EOL Group Survey, N=1,000, 20-64 years old，conducted by: EOLembrain Online Member Survey (February 2025 to July 2025) © Eastern Online Co., Ltd
Others
Accessing LINE
Shopping Group
Accessing
Delivery App
Upload
TikTok video
Use online
bank account
Going to gym or sports
classroom,
such as boxing, yoga, TRX,
Fitness Equipment
Subscription-based
streaming video services,
such as Netflix, iQIYI, CatchPlay,
etc.
Jun.
May. Jul.
Feb. Mar. Apr.
May. Jun. Jul.
Feb. Mar. Apr.
Jun.
May. Jul.
Feb. Mar. Apr. Jun.
May. Jul.
Feb. Mar. Apr.
16.2%
30.6%
2.7%
26.2%
0%
15%
30%
45%
Jun.
May. Jul.
Feb. Mar. Apr.
May. Jun. Jul.
Feb. Mar. Apr. May. Jun. Jul.
Feb. Mar. Apr. May. Jun. Jul.
Feb. Mar. Apr.

2 Hot Topics Among Consumers
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with
friends in past 6 months?
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Food
And
Dining
Investment and
Financial
Management
Shopping
and
Discount
Culinary
Drama
Politics
International
Issues
Economy
EOL Group Survey, N=1,000, 20-64 years old，conducted by: EOLembrain Online Member Survey (February 2025 to July 2025) © Eastern Online Co., Ltd
44.5%
35.0%
26.2%
23.1% 23.0% 21.9%
18.8% 17.6%
0%
20%
40%
60%
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Feb.
Mar.
Apr.
May.
Jun.
Jul.
Feb.
Mar.

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marketing research in Taiwan.
With rich expertise in consumer market
research, EOL Group has developed massive
databases and utilizes AI to deepen its
research, enabling it to grasp the real
changes in industries and consumers.
Companies in Taiwan Company in China

37 years
96 thousand
household
1.4+
billion
200
thousand
Member of Macromill
Weekly index Asia
Annual Trend seminar
400
attendees
200
companies
E-ICP
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Demands Research
Research to changes of consumption
trends, values and lifestyles
Big Data Research
Research on sales using data of
issued invoices
Research on word-of-mouth
among communities
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Solid, fast and precise
identification of
registered members
Trend Seminar

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Integrated
Platform
Teams and Experts
from Diverse Fields
Marketing Suggestion
Conquering the blind spots
E-ICP consumer profile for 37 years
The Online Survey Database with
200,000 Registered Members
Offline Qualitative and Quantitative
Survey
Teams with practical experience composed
of Experts from fields including:
1.Trned Study 2.Communication
3.Brand Marketing
4.Consumer Behaviors
Precise database
Effective and feasible strategic proposals
Integrated marketing and communication
services could be offered using resources
of the Group
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Thank You
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
※ 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
Amanda Li / VGM
Grace Su / VGM
Casper Wang / Director
Email：amanda@isurvey.com.tw
Email：graceting@isurvey.com.tw
Email：casper@isurvey.com.tw
【Contacts for Business Cooperation】
Eastern Online Co., Ltd.：+886-2-2706-4865
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【 Press Contact 】
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