Industry Trends: Confidence and Needs for the Future - Taiwan Through the Perspective of the Midlife Population

This report is conducted by Z.com Engagement Lab, it delves into the perspectives of the Taiwanese population aged 31 to 60 on the future, from the direction of national development to economic expectations. Demonstrating this generation's strong demand for change and expectations for policies, the article reveals the psychological and behavioral traits of the midlife population through survey and behavioral data, providing insights for future strategies.

Over Seventy Percent of Midlife Population Positive About Taiwan's Future Direction

The survey shows that 77% of the midlife age group believes Taiwan will continue moving in the right direction over the next 12 months, reflecting a generally optimistic public sentiment. In contrast, only 10% think the country is heading in the wrong direction, while 13% remain neutral. This indicates that the vast majority of Taiwan's midlife population maintains a positive expectation for the future.

Nearly Ninety Percent of Midlife Population Seeks More Changes

However, a significant 89% of the midlife age group express the need for more reform. This demonstrates an openness to further social, economic, or political changes, with the expectation that these will lead to more significant progress in the future.

Majority of Midlife Population Favors Less Government Control

On the issue of government regulation, 61% of the midlife age group support reducing government control, advocating for the relaxation of current regulations and restrictions to promote greater market and individual freedoms. Only 17% believe that there should be more government control, while 21% remain neutral on this issue.

Expected Growth in Consumer Spending Over the Next Year

In terms of consumption, a majority (76%) plan to increase their spending budget within the next year. This may reflect an improvement in personal economic conditions or confidence in economic recovery. Conversely, only 9% plan to reduce their spending, further evidencing the public's positive expectations for the future economy.

Perceptions and Evaluations Across Countries

From the Net Promoter Score (NPS) perspective, Taiwan's NPS is 18, comparatively higher than other countries such as Japan (8), Germany (-18), and China (-66). For the midlife population, this indicates a greater willingness to recommend local products and services in Taiwan, likely due to the quality, innovation, and market positioning of domestic products.

Shift in Information Reception Habits

In terms of information channels, the majority of Taiwan's midlife population (56%) primarily uses online devices to access daily information, indicating the dominant role of digital media in information consumption. In contrast, traditional television (12%) and other channels (4%) are significantly less utilized.

Behavioral Clusters of the Middle Generation

Through K-Means clustering analysis of mobile behavioral data, we have segmented the Taiwanese population aged 31 to 60 into several behavioral clusters, including News Networkers (18.1%), Power Shoppers (16.2%), and Entertainment Gamers (16.5%). These clusters reveal the preferences and behavioral traits of the midlife population in various aspects of life. The significant proportion of News Networkers underscores the continuing importance of timely news and current events among this age group.

Analysis of Psychological Needs

On the psychological level, the midlife population rates "information (The internet allows spread of wrong information.)" at 7.39 points, reflecting a heightened expectation for the accuracy of information in an environment of increased cyber security concerns and information overload.

Z.com Engagement Lab will continue to track the consumption habits of the Taiwanese population aged 31-60 and update survey data, keeping abreast of market trends and changes in consumer demands.