Publicitat i Màrqueting a Taiwan, Xina

Marketing opportunities

Consumer Profile

Taiwan has a population of 23.6 million inhabitants (July 2020, CIA est.), growing at a rate of 0.11%. The median age is 42.3 years old. 12.4% of the population is between 0 and 14 years old, 11.6% of the population is between 15 and 24 years old, 45.5% is between 25 and 54 years old, 14.7% is between 55 and 64 years old and 15.7% of the population is 65 years old or older. According to the Ministry of Interior, women outnumber men in seven cities in Taiwan, with the ratio the lowest in Taipei, where there are only 91.8 men for every 100 women. A Taiwanese household counts in average 3.02 people. 35.3% of the population is Buddhist, 33.2% Taoist 33.2%, 3.9% Christian 3.9%.
78.9% of the people live in urban areas, with a rate of urbanisation of 0.8%. Population distribution exhibits a peripheral coastal settlement pattern, with the largest populations on the north and west coasts; New Taipei City counts almost 4.4 million people, Taipei, the capital city, counts 2.7 million, Taiyuan counts 2.2 million people, Kaohsiung counts 1.5 million people, Taichung counts 1.3 million people (2020).
The literacy rate stands at 98.9%. The educational system in Taiwan is the responsibility of the Ministry of Education. The system produces pupils with some of the highest test scores in the world, especially in mathematics and science. It has been criticised for placing excessive pressure on students and eschewing creativity in favour of rote memorisation. Recent educational reforms intended to address these criticisms are a topic of intense debate in Taiwan. 95% of students go on to high school, trade school or college.
4.8% of the labour force works in agriculture. 35.5% of the population works in industry and 59.7% of the population works in services (2019, official statistics). The unemployment rate stood at 4% in May 2020, following an increase due to the COVID-19 outbreak.

Purchasing Power

GDP per capita (PPP) in Taiwan stood at USD 55,078 in 2019, among the highest in the world, according to estimates from the World Bank. Data published by the Executive Yuan’s Directorate-General of Budget shows that in 2019 Taiwan’s average regular earning was TWD 40,980 per month (+2.5 y-o-y), while the average monthly wage was TWD 51,957 (+3.9 y-o-y).
Figures from National Statistics show that in 2019 the annual average household disposable income stood at TWD 1,059,731, with on average 1.78 income recipients per household. The average final consumption expenditure stood at TWD 829,198, thus resulting in TWD 230,532 average savings per household.

Taiwan's GINI index was at a level of 33.9 in 2019. Taiwan ranks first in Asia and ninth worldwide in terms of gender equality, mainly due to its higher female participation in politics according to the Directorate-General of Budget, Accounting and Statistics (DGBAS). The DGBAS came up with the rankings using the criteria in the Gender Inequality Index (GII) introduced by the United Nations Development Program (UNDP) in 2010, of which Taiwan is excluded. The gender pay gap was estimated at 14.6% in 2019.

Consumer Behaviour

Consumers in Taiwan are brand-loyal. The leading brands dominate the market completely (especially in agro-food). However, the Taiwanese are very attentive to prices; a brand or a store, which puts its prices up can lose customers immediately. Quality and after-sales service are the other main factors influencing consumer behaviour. Food purchases are made as and when needed, and national and Japanese products are the most frequently bought. Spending time online is one of the favourite activities of Taiwanese consumers; they are active on social media and enjoy visiting online shops.

With considerable savings, pensions and investments, older consumers now have greater spending power than any other segment, while young adults facing low wage growth and high house pricing may struggle. These retirees are tech-savvy and looking to spend their money on enriching life experiences.
At the same time, consumers of all ages are changing their food shopping habits in the aftermath of recent food scandals and growing health awareness. The new consumer awareness gained because of these scandals has also affected consumers' attitudes in other product categories.
Taiwanese individuals have started to become immune to adverts and have risen their consumption standards. They are used to expressing their opinion freely about any topic of interest, including consumer products and services. They are strongly committed to environmental care.

Consumers Associations

Consumer Protection Committee
Net Consumer Association , in Chinese

Main Advertising Agencies

Dentsu
Leo Burnett
JWT
Mac Cann