All you wanted to know about the digital landscape in Taiwan : big internet players, big eCommerce site, mobile usages, social media usages...

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TAIWAN DIGITAL LANDSCAPE

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TABLE OF CONTENTS
PART I: 4INTERNET & MOBILE INTERNET USERS
PART II: SOCIAL MEDIA USERS
PART III: E-COMMERCE USERS
13
17

3. Part I:
Internet & Mobile internet users

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23,237,010 people
•17,530,000 internet users
•75.44% internet penetration
Source：TWNIC
INTERNET USERS
What many they are?

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Who are they?
INTERNET USERS
46%54%
21%
44%
35%
Aged 12-19
Aged 20-29
Aged >30
Source：Digital Jungle

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Where they go online?
INTERNET USERS
Taiwan Top 10 Sites
Logo Name Type
Facebook Social media
Yahoo Portal
YouTube Video
Google TW Search engine
Wretch Social media
Eyny.com Social media
Gamer.com Social media
WindowsLive Social media
Ruten.com E-commerce
Udn.com News
Source: http://www.bnext.com.tw

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What many they are?
MOBILE USERS
3%
22%
75%
PHS
2G
3G
Mobile phone subscriptions
29.13 million
Mobile internet users
5.35million
Mobile internet penetration
23.2%
Personal Handy-
phone System*
Source： ecommerce.org.tw
* The Personal Handy-phone System (PHS), also marketed as the
Personal Access System (PAS) and commercially branded as
Xiaolingtong (Chinese: 小灵通) in Mainland China, is a mobile network
system operating in the 1880–1930 MHz frequency band, used mainly in
Japan, China, Taiwan, and some other Asian countries and regions.

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What they buy?
MOBILE USERS
Source： ecommerce.org.tw
1Q2011 2Q2011 3Q2011 4Q2011 1Q2012 2Q2012(f)
Feather Phone 1168 1064 989 783 704 572
Smart Phone 784 806 934 1011 1234 1235
Feather Phone Share 59.80% 56.90% 51.40% 43.60% 36.30% 31.30%
Smart Phone Share 40.20% 43.10% 48.60% 56.40% 63.70% 68.70%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
0
500
1,000
1,500
2,000
2,500
Sales of Mobile Phone

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How often they go online?
INTERNET USERS
Source：TWNIC
38.44%
16.39%
11.79%
5.10% 5.46% 5.31%
3.51%
0.90%
12.01%
1.09%
62.33%
9.44%
6.67%
2.36% 2.02% 1.25%
3.10%
1.26%
11.41%
0.16%
Everyday At least
serveral
times a
week
At least
once a
week
At least
once every
two weeks
At least
once a
month
At least
once three
months
At least
once six
months
As least
once a year
Rarely used Others
Internet Users Mobile Internet Users

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How long they spend for each time?
INTERNET USERS
Source：TWNIC
8.07%
9.38%
12.49%
18.29%
22.60%
8.74%
5.74%
3.53%
2.23%
4.62% 4.31%
16.05% 16.47%
10.31%
20.99%
17.53%
4.09%
1.41% 1.52%
2.46% 2.09%
7.08%
Less than 10
minutes
10-20
minutes
20-30
minutes
30-60
minutes
1-2 hours 2-3 hours 3-4 hours 4-5 hours 5-6 hours more than 6
hours
Uncertain
Internet Users Mobile Internet Users

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What they do?
INTERNET USERS
Source：TWNIC Relative Frequency
5.14
3.74
3.72
13.84
11.39
17.86
18.51
21.12
25.39
47.94
98.00
2.19
5.65
5.71
6.88
9.91
13.35
14.64
17.84
24.11
38.24
96.99
100 80 60 40 20 0 20 40 60 80 100
Reading
Online shopping
Online booking and ordering
Map and navigation
Online game
Chat
Uploade and download documents
Videos and musics
Email
Internet community
Information searching
Mobile Internet Users Internet Users
E-commerce

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Part II:
Social media users

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Where are they?
SOCIAL MEDIA USERS
Source：Alexa

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Where are they?
SOCIAL MEDIA USERS
Top 10 brands on Taiwan Facebook
7-ELEVEN
StarbucksTaiwan
7-ELEVEN Love the World
MUJI
McDonald's
Groupon Taiwan
Cathay Life Insurance
KKBOX
Cold Stone Creamery
Source： https://wiki.smu.edu.sg
An account to inform people of
environment protection and post
events and actions hold by 7-ELEVEN.This is a Japanese retail company
which sells a wide variety of
household and consumer goods.
It’s a Taiwan based music site where
users can listen and save the music
online. At the same time, it finds the
way to protect music copyright.

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Some facts
SOCIAL MEDIA USERS
Source： https://wiki.smu.edu.sg
63.1% Taiwanese maintain their own social
networking profiles and engage with various
forms of social media.
The higher educated they, the more likely the
Taiwanese will interact with others online. In
general, 78% of those who have completed
a college education or higher have
participated in online communities.
More than 60% of those have high
education actively look for answers and ask
questions online.

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Part III:
E-commerce users

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What they buy?
E-COMMERCE USERS
Source： https://wiki.smu.edu.sg
Beauty and
Personal Care
1%
Apparel
36%
Consumer
Electronics
24%
Consumer
Appliances
6%
Furnitures and
Homewares
3%
Media Products
8%
Food and Drink
1%
Others
21%
E-commerce market size
€ 2.82 billion

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E-COMMERCE USERS
Source： www.weste.net
Where are they?
Top 5 E-commerce Sites Type What it sell?
露天拍卖 Ruten.com C2C All kinds of goods
PChome Online B2C
It mainly sells 3C products but also
other kind goods
momo富邦购物 B2C All kinds of goods
博客来 Books.com B2C
Mostly Books, magazines and
CDs/DVDs. It also sells other goods
lativ B2C Clothing, shoes and accessories

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Why they purchase online?
E-COMMERCE USERS
0.2%
2.2%
8.8%
8.9%
11.4%
12.2%
12.4%
16.6%
17.9%
21.0%
35.3%
41.7%
47.0%
50.7%
57.6%
88.7%
Others
Recommend by relatives and friends
Easy to reture goods
Privilege of returing goods in 7 days
Uniqueness
No need to contact salesmen
Keep up with fashion
Various of payment
Privacy
Rarely to loss
Various of products
Discount offer
Easy to transport
Save time
Cheap
Convenient
Relative Frequency
Source： ecommerce.org.tw

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What influence their purchasing decision?
E-COMMERCE USERS
Relative Frequency0.8%
1.4%
1.5%
3.3%
6.5%
13.3%
13.7%
14.1%
16.2%
19.2%
20.8%
27.3%
51.0%
56.4%
62.9%
Ads on redio
Others
Product placement
Ads from text message
Activities on brand's apps
Ads on TV
Ads from emails
Recommendation form celebrities
Ads online
Ads on newspaper and magzines
Activities post on social networks brand page
Experience in the offline stores
Share on Bolg and social networks
Recommendation from friends
Share on discussion forums
Source： ecommerce.org.tw

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