Taiwanese Consumer Buying Behavior towards Fast-moving Consumer Goods and Smart Home Appliances

Taiwanese Consumer Buying Behavior towards Fast-moving Consumer Goods and Smart Home Appliances

According to the survey conducted by MIC, the number of Taiwanese consumers preferring both physical & online shopping and online shopping-only is increasing; the number of consumers preferring to shop only at physical stores, however, is declining, indicating that online retail platforms have become an important channel for consumers when they want to make purchases. This report provides an analysis of Taiwanese consumers’ buying behavior towards fast-moving consumer goods and smart home appliances and examines the findings from various perspectives.


  • Types of Retail Channels in Taiwan
  • Five Retail Channel Types
  • Overall Physical and Online Shopping Behavior Analysis
    • Survey Description
    • Physical vs. Online
    • Average Monthly Online Retail Spending, 2014-2018
      • Table Average Monthly Online Retail Spending, 2014-2018
    • Information Platform Types
    • Connected Devices
    • Age Differences
    • Online Shopping via Mobile Devices
    • Online Shopping Channels
    • Online Shopping Platforms
    • Online Shopping Categories and Items
    • Online Payment Methods
    • Online Shopping Delivery Methods
  • Online Shopping Behavior Analysis -Fast-moving Consumer Goods
    • Scope of Fast-moving Consumer Goods
    • Channels to Obtain FMCG Information
    • Online Shopping Experiences with FMCG (4Q 2018)
    • FMCG Online Shopping Motivations
    • FMCG Categories of Top 5 Brands
    • FMCG Online Shopping Platforms
  • Online Shopping Behavior Analysis -Smart Home Appliances
    • Scope for Smart Home Appliances
    • Platforms to Obtain Smart Home Appliance Information
    • Online Shopping Experiences with Smart Home Appliances (4Q 2018)
    • Preferences for Small-size Smart Home Appliances and Smart Speakers
    • Channels to Purchase Smart Home Appliances
    • Smart Home Appliance Online Shopping Platforms
  • Conclusions
    • Online Shopping Behavior and Trend Analysis

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