Far Eastern International Bank's "2023 Virtual Asset Survey" and GO SURVEY's "Latest Consumer Trends White Paper" Reveal the Latest Trends

        Given that cryptocurrency has become a popular asset allocation choice for many people, Far Eastern International Bank Bankee community banks, in order to gain insight into user profiles and needs, collaborated with the Financial Technology Research Center of Chengchi University and BitoGroup to conduct a questionnaire survey on the use of virtual assets among Taiwanese citizens. On December 6, 2023, they held a press conference to share the investment preferences, profitability, and information sources of virtual assets among different generations, And their attitude towards regulatory oversight.

        A survey shows that Generation Z respondents (aged 11-26) born between 1997 and 2012 are virtual asset natives, with characteristics such as "the highest proportion of investment in virtual assets only", "more than half of people investing in memes", and "valuing self research"; Among the population that have been exposed to virtual assets, about half are Generation Y (27 to 42 years old) born between 1981 and 1996, which are the main generation of virtual assets; However, the winning force in virtual asset investment is the X generation (43-58 years old) born between 1965 and 1980. This group has the highest annual income, and the proportion of people who have been exposed to virtual assets for more than 10 years and invested over 10 million NTD is the highest among all generations of ethnic groups; The post-war baby boomer generation (59-77 years old) born between 1946 and 1964 are relatively unfamiliar with virtual assets and have the highest level of emphasis on investment platform trading security.

        Coincidentally, GO SURVEY, a market research consultant brand under HAPPY GO, also released its latest consumer white paper on November 29th, titled "Deconstructing New Consumer Values in the Era of Super Insight.". The report points out that the pursuit of "physical and mental" health has become a consensus among intergenerational groups, so consumers tend to increase their spending on types such as "nutritional and health foods", "tourism", "holiday celebrations and family gatherings"; In addition, in terms of products and marketing, the 20th and 30th generations have a preference for price and free trials, such as flash mob stores, markets, and limited time specials; Generation 40 and over 50 pursue product quality and pay special attention to ESG, showing interest in regular promotional activities. Brands should grasp the customer profile, starting from the differentiation of generational values, and accurately reach the target customer group.

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