Taipei-based government-backed research institute MIC (Market Intelligence& Consulting Institute) of III (Institute for Information Industry) recently conducted a questionnaire-based survey on Taiwanese netizens who are using their smartphones to make online purchases. The findings suggest there are more and more consumers using smartphones to do online shopping. “Despite most of Taiwan’s netizens still prefer to shop online using PCs, about 70% of them made mobile online purchases in 2018. In addition, there was an 8.4% increase in mobile web-browsing and a 6.7% increase in placing orders via mobile devices in 2018 compared to the previous year,” said Rosa Chang, senior industry analyst at MIC. Moreover, Taiwanese netizens normally download three shopping apps to their smartphone on average and there are still 20% of them haven’t downloaded any shopping app yet. Based on our findings, the top five e-commerce mobile apps in Taiwan are Shopee (48.7%), momo Shop app (26.7%), PChome 24hour shop app (18.6%), Yahoo! Auctions app (18.4%), and tw.buy.yahoo.com app (17.9%).

Which shopping app have you downloaded to your smartphone? (multiple-choice question)

Average number of shopping apps installed: 2.6


Average number of shopping apps installed: 3.0

Note: *the survey was conducted in the fourth quarter of 2018 and a total of 1,068 effective samples were connected with a sampling error of ±3.0% based on a 95% confidence level
Source: MIC, June 2019

When it comes to retail app downloads, the findings suggest nearly 80% of Taiwanese netizens have downloaded retailer apps. The top five retail apps are Family Mart, 7-11, Carrefour, PX Mart, and Watsons. Based on the findings, the top-five functions that consumers like about mobile retail apps are “mobile membership card” (purchase points collection and enquiry) (65.7%), past purchase enquiry (42.7%), voucher exchange (26.4%), eDM browsing (26.2%), and buy-now-collect-later coffee promotion (with discounts, 16.3%).” 

To see more about this report, please visit:  Online Shopping Usage and Channels of Taiwanese Netizens (Pre-order)

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About MIC

Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry.