September 28, 2012
Report reveals that Taiwanese Top Asia/Pacific Region for Posting Pictures Online While Dining
Taipei, 28 September 2012 – According to the latest MasterCard survey on Consumer Purchasing Priorities – Dining & Entertainment, Taiwanese are spending less on recreational activities than the year before. The survey also showed that Taiwanese remain highly engaged in social media before, after, and during dining, pointing to the growing influence of Internet-enabled technologies in Taiwan on recreational activities such as dining out.
This year's survey showed a drop in income set aside for leisure activities. Taiwanese respondents set aside about 10% of their monthly income for leisure activities, a 3% drop from 13% in 2011. On average, Taiwanese spent 5% of their monthly income on dining out, higher than the regional average of 4%, The figure was the same with China (5%), but slightly higher than that of Hong Kong (3%).
Separately, the survey found that prior to dining at an establishment, over half of Taiwanese diners (58%) check for online reviews of dining outlets, and after dining out, 36% said they would post online reviews of places they ate at. It also showed that among the 14 Asia/Pacific markets, Taiwanese (34%) were the mostly likely to post pictures of their meals taken while dining onto social networks, with almost half of respondents in the 18-24 years age group saying they would do so.
“As technologies make it easier for consumers to share and exchange opinions about their dining experiences online, we are seeing a significant proportion of Taiwanese respondents saying that they will research reviews on dining options as well as look out for promotions available," said Julie Yang, head of Taiwan, MasterCard Worldwide. "In keeping up with these trends, MasterCard provides a wide range of safe and convenient e-commerce solutions in Taiwan. These include the PayPass iPhone 4 Case and the HTC Incredible E mobile-payment-enabled SD card, which has NFC functions allowing users to search and download information on discounts available to MasterCard cardholders at nearby retailers including dining and entertainment outlets.”
Other key findings:
- 61% of Taiwanese will enquire if there are any credit card promotions available before footing the bill at restaurants.
- The majority of those above 25 years old will ask about credit card promotions when paying the bill.
- The most popular dining establishments among Taiwanese are mid-range family restaurants/ cafes (78%), followed by food courts (77%) and quick serve/ fast food restaurants (64%).
- Respondents aged between 18 and 24 years old are more likely to check online for reviews of dining recommendations.
- Going to the movies (64%) is still the number one leisure time activity, followed by singing at karaoke lounges / KTV (35%) and visiting museums and art galleries (34%).
The MasterCard Survey on Consumer Purchasing Priorities, released twice yearly, is aimed at determining consumer spending priorities, including education, travel, dining and entertainment, financial management and expenditure of luxury goods across 14 markets in Asia Pacific. The survey and its accompanying reports do not represent MasterCard financial performance.
The latest MasterCard research is based on a survey conducted between 24 April 2012 and 10 June 2012 and involved 6904 respondents aged 18 – 64 in 14 Asia/Pacificmarkets with 421 respondents in Taiwan, 409 in Hong Kong and 845 in China.
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s Advancement, Online Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).
MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.
MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard Worldwide and published by John Wiley & Sons.
MasterCard (NYSE: MA), www.mastercard.com, is a global payments and technology company. It operates the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @mastercardnews, join the conversation on Cashless Conversations Blog and subscribe for the latest news.