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Taiwan Generation Z: Characteristics, Online Behaviors, and Patterns of Consumption

  • ID: 4852523
  • Report
  • November 2019
  • Region: Taiwan
  • 67 Pages
  • Market Intelligence & Consulting Institute (MIC)
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  • 17.Live
  • Dcard
  • Hami+ Music
  • Kingkong
  • Meipai
  • Sony
  • MORE

Generation Z (Gen Z) is the demographic cohort after Millennials and is composed of those born between 1995 and 2010. Nowadays, nearly every Gen Z have their own smartphones, and iPhone remains their favorite brand. The analyst conducted an online survey on December 11-17, 2018, to understand behavioral characteristics and preferences of Gen Z toward traditional media, multimedia platforms, social media & Internet celebrities, short videos, online games, game live-streaming, comic books & animation, virtual IP services, online music platforms, and live concerts. Considering the customer demographic attributes, such as gender and age, this report outlines the most relevant behavior characteristics of Gen Z and examines the findings with an aim to translate them into a set of implementation activities.

List of Topics:

  • Analysis of characteristics of Taiwan Generation Z, including their pocket money, online device preferences, smartphone brand preferences, purchase decision influencers, and leisure activity preferences, and examines how influential these factors are.
  • Online behavioral findings of Taiwan Generation Z with customer demographic attributes of gender and age and includes their smartphone use frequency, app preferences, and online purchase timing.
  • Taiwan Generation Z's behavior characteristics and consumption patterns for traditional media such as TVs and magazines/newspapers; multimedia content platforms such as TouTube and live-streaming services; social media services and internet celebrities; for short video services such as TikTok; online games and e-sports live-streaming such as YouTube Gaming and Twitch, and Facebook Gaming; comic books/animation and virtual IP services; online music platforms such as KKBox, YouTube Music, and Spotify as well as live concerts.
Note: Product cover images may vary from those shown
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  • 17.Live
  • Dcard
  • Hami+ Music
  • Kingkong
  • Meipai
  • Sony
  • MORE
  • Definition of Generation Z
  • Generation Z Characteristics
  • Generation Z Online Behaviors
  • Traditional Media
  • Multimedia Content Platforms
  • Social Media Services and Internet Celebrities
  • Short Videos
  • Online Games
  • e-Sports Live-streaming
  • Comic Books and Animation
  • Virtual IP Services
  • Online Game Services
  • Live Concerts
  • Conclusion
Note: Product cover images may vary from those shown
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  • 17.Live
  • Apple
  • Asus
  • Azubu
  • Camerabay
  • Dcard
  • Douyu.com
  • Facebook
  • firDay
  • Hami+ Music
  • Google
  • HTC
  • Huya.com
  • iMvideo
  • Instagram
  • Kingkong
  • KKBox
  • LangLive
  • Lauoyuegou.com
  • LIVEhouse.in
  • Meipai
  • Miaopai
  • Oppo
  • PikoLive
  • Samsung
  • Sony
  • Spotify
  • TikTok
  • Tudou
  • Twitch
  • Twitter
  • UPLive
  • Xiaom
Note: Product cover images may vary from those shown
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Primary research with a holistic, cross-domain approach

The exhaustive primary research methods are central to the value that the analyst delivers. A combination of questionnaires and on-site visits to the major manufacturers provides a first view of the latest data and trends. Information is subsequently validated by interviews with the manufacturers' suppliers and customers, covering a holistic industry value chain. This process is backed up by a cross-domain team-based approach, creating an interlaced network across numerous interrelated components and system-level devices to ensure statistical integrity and provide in-depth insight.

Complementing primary research is a running database and secondary research of industry and market information. Dedicated research into the macro-environmental trends shaping the ICT industry also allows the analyst to forecast future development trends and generate foresight perspectives. With more than 20 years of experience and endeavors in research, the methods and methodologies include:


  • Component supplier interviews
  • System supplier interviews
  • User interviews
  • Channel interviews
  • IPO interviews
  • Focus groups
  • Consumer surveys
  • Production databases
  • Financial data
  • Custom databases


  • Technology forecasting and assessment
  • Product assessment and selection
  • Product life cycles
  • Added value analysis
  • Market trends
  • Scenario analysis
  • Competitor analysis