This report is conducted by GMO Research & AI and Z.com Engagement Lab. In the rapidly changing social and economic environment, Taiwanese people have diverse and profound insights into the nation's development direction, government policies, and personal consumption habits. Through this survey targeting general consumers, we gain a glimpse into the thoughts and expectations of Taiwanese people for the coming year.

Confidence in the Nation's Development Direction 

According to the "Country Direction Index," as many as 70% of respondents believe Taiwan will move in the right direction in the next 12 months, reflecting a strong public confidence in the future. However, 14% hold a negative view, and 16% remain neutral, indicating that a minority still harbors concerns about the future.

Strong Demand for Change 

In the "Country Change Index," 80% of respondents believe Taiwan needs significant changes in the coming year, while only 5% think no change is necessary. This data reveals the public's dissatisfaction with the current situation and their strong desire for proactive policy shifts and innovative reforms.

Attitudes Toward Government Control

In the "Government Control Index," 58% of respondents prefer the government to reduce control, 20% support increased control, and 23% remain neutral. This suggests that most people hope for deregulation to encourage market freedom and innovation.

Rising Consumer Confidence 

According to the "Consumption Index," 70% of respondents plan to increase their spending in the next year. This indicates an overall optimistic attitude toward the economic outlook and a willingness to enhance their quality of life and purchasing power.

2024 Annual Keywords Reflect Social Trends 

When asked to briefly describe their thoughts on Taiwan over the past 12 months, the most frequent words included "politics," "corruption," "prices," and "fraud," reflecting public concern over political transparency and economic pressure. However, positive terms such as "baseball" and "progress" also appeared, showing that people still hold hope for positive developments.

Taiwan Country Brand preferred following by Japan

In the "Country NPS Index," Taiwan's Net Promoter Score (NPS) is 3, indicating that Taiwanese people have the most confidence in domestic products and services. Japanese products and services also received relatively high recommendation intentions, showing that Japanese brands are still highly favored by Taiwanese consumers for their quality and reputation.

Diversified Information Acquisition Channels 

Regarding information sources, 64% of the information is obtained through internet devices, with smartphones accounting for 68%, desktops 12%, and laptops 11%. Additionally, 23% of the information is acquired through offline channels, while television and other media make up a smaller proportion.

GMO Research & AI and Z.com Engagement Lab will continue to track the Taiwan Consumer Survey of the Taiwan public and update survey data, monitoring market trends and changes in consumer demand.

 * Contents in this report were drafted with input from generative.ai