October 30, 2024
This report is conducted by Z.com Engagement Lab, focusing on the perspectives of the 16-30 age group regarding national development, desire for change, consumption habits, and information channels. The findings reveal that young people generally hold a positive outlook on the country’s future direction and have a strong demand for policy change. They express a preference for more freedom and openness in government regulation and demonstrate a growing trend in consumption behavior.
The survey shows that 72% of young people aged 16-30 have a positive view of Taiwan's development direction over the next 12 months, believing that Taiwan is heading in the right direction. Only 12% think the country will move in the wrong direction, while 16% hold a neutral opinion. Overall, most young people are relatively optimistic about Taiwan's future.
Despite the majority of young people believing that the country is on the right path, 84% still feel that Taiwan requires significant reforms in the next 12 months. Only 5% believe that no major changes are needed, indicating that while young people are optimistic about the current situation, they also have a strong desire for more change. They hope that future policies and society will better align with their expectations.
On the issue of government regulation, 60% of young people favor reducing government intervention and regulation, 25% hold a neutral stance, and only 15% believe that control should be increased. This reflects the emphasis of Taiwan's young generation on personal freedom and innovation, hoping to have more room for development rather than being constrained by cumbersome regulations.
In terms of consumption, young people generally hold an optimistic outlook for the future. 73% expect to increase their spending in the next year, while only 11% foresee a decrease. This suggests that Taiwan's young generation still has strong purchasing power and is willing to invest more in products and services that align with their values and lifestyle.
Based on the Net Promoter Score (NPS), the recommendation intentions of Taiwan’s young generation for products and services from various countries reflect the brand image of each nation in Taiwan. Japan and Taiwan have NPS scores of 13 and 12, respectively, ranking at the top, indicating a high level of favorability among young people. In contrast, China’s NPS stands at -69, revealing a significantly negative perception. For multinational brands, this serves as an important reference point, highlighting the need to strengthen brand image and enhance young consumers' recognition of their products.
In terms of information channels, 62% of young people primarily use internet devices, such as smartphones or computers, to obtain daily information. The proportion using television (8%) and other channels (5%) is significantly lower. It is worth noting that offline channels, such as physical locations/stores (78% of offline channels) and print media, also serve as significant sources of information, accounting for 25%.
Using K-Means clustering analysis, we categorized young people into eight distinct behavioral clusters, including Entertainment Gamers (27%), Info Seekers (15.9%), and Power Shoppers (9.9%). These clusters illustrate the preferences and activity characteristics of young people in various life scenarios. Entertainment Gamers constitute the largest group, indicating a strong demand for digital entertainment and gaming, making them a potential core consumer group for the entertainment industry in the future.
On a psychological level, the young generation shows a high demand for "information" and "technology." "Information" received the highest score, reaching 7.39, reflecting the desire of young people to obtain accurate information in an era of information overload. At the same time, the emphasis on "technology" also ranks high, indicating that young people aspire to enhance their lives through new technologies and tools.
Z.com Engagement Lab will continue to monitor the consumption habits of Taiwan's 16-30 year-olds and update the survey data, keeping track of market trends and changes in consumer demands.
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