Study shows Government has work to do in winning the minds of Taiwanese
30 May 2003
TAIPEI — SYNOVATE today released survey results showing the impact of SARS on the behaviors and attitudes of Taiwanese consumers.
Robin Brown, Managing Director of Synovate Taiwan, said the company conducted the survey to better understand Taiwan's reaction to the SARS outbreak.
"This is definitely a time when companies, Government departments, or anyone dealing with the Taiwanese consumers would do well to understand the current mind set as well as possible."
"The key question is, of course, to what extent these changes in attitude and behavior will continue after the epidemic is controlled. At the moment that is very difficult to answer. Certainly we will expect that some habits which have been adopted such as taking health supplements will continue among some consumers."
"The speed of the recovery of retail and leisure industries is difficult to assess. While the business community will have a significant role, a great deal of the onus falls on the Government to manage the initial outbreak well, and the ongoing challenge of rejuvenation," Mr Brown said.
According to the study, Taiwanese gave an average score of five out of 10 when asked to rate the effectiveness of the Government's preventative measures against SARS. It is clear, however, that many are dissatisfied - with roughly a quarter rating the performance poorly (between one and three out of 10). Younger people (below 35) and those with higher levels of education appear to be most critical of the government.
Widespread Anxiety over contracting SARS
The results also show that a staggering one in five Taiwanese have at some point since the start of the outbreak suspected that they may have contracted SARS. This figure contrasts with the 0.003 per cent of the population which has contracted the virus.
"Despite this large discrepancy, this result is not that surprising. It can probably be attributed to media coverage that creates anxiety which is out of proportion to the seriousness of the disease," Mr Brown said.
Suspicion of catching the disease is higher among women (a quarter of female respondents suspected they may have contracted SARS) and young people (30 per cent of 15-24 year olds have at some time suspected that they may have the disease).
Mr Brown said that this fear would explain why Taiwanese appear to have taken considerable personal steps to protect themselves from the disease.
According to the survey:
- 72 per cent of adults regularly wear masks
- although there is uncertainty how long a mask can be used for ~ one third change it once a day or more, while another third of respondents change it every three days or longer - 83 per cent wash their hands more frequently - an average of eight times a day
- 31 per cent wash their hair more frequently now
- 44 per cent have purchased household cleaning products that disinfect
- 40 per cent have purchased a thermometer
- 27 per cent have purchased vitamin pills or health supplements
Neighborhood shopping increases
The results indicate that "destination shopping" may be worst hit by SARS as shoppers stay away from browsing for leisure and stick to buying essentials.
- 44 per cent say that they have decreased their shopping at department stores "a lot"
- 25 per cent say they have decreased shopping at hypermarkets "a lot"
The least impacted outlets are convenience stores and local 'mom and pop' grocery stores. Consumers are still relying on these stores to buy their daily essentials.
Leisure moves to In-Home entertainment
There has been a dramatic decline in going out to eat or for fun.
- 69 per cent of regular cinema-goers have decreased their trips to the movies
- 68 per cent have decreased their visits to KTV / Pubs and Discos
Eating in restaurants has also declined dramatically. The worst hit appear to be the traditional street stalls, with 57 per cent decreasing their eating-in and 46 per cent decreasing their take-out dining at these outlets. Fast food take-out and home delivery is least impacted. This may be due to fast food outlet's reputation for better hygiene standards.
With 69 per cent of Taiwanese spending more time at home, many are finding new forms of entertainment.
The most popular in-home leisure activities that are alternatives to watching TV are:
- Reading magazines / newspapers with an increase of 78 per cent;
- Listening to music or the radio with an increase of 73 per cent; and
- Watching DVDs and VCs with an increase of 55 per cent.
The study also found a significant increase (71 per cent) in internet usage across the 15-24 age group.
SARS Not Bad News for Everyone
Some brands are actually seeing slight boosts in their brand awareness as a result of SARS.
Brands spontaneously recalled by consumers in relation to SARS protection are:
- 3M Masks
- Savlon Cleaning Products
- Braun Thermometers
- Bailan Bleach
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
More about the survey
Synovate, a top ten global market research company, surveyed 641 respondents in Taiwan between the ages of 15 and 64, via telephone, about behavior changes and habits as a result of SARS. It was conducted from 19th May to 25th May 2003 using AsiaBUS, a monthly omnibus survey.