韩国笔记本电脑品牌Hansung用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSLaptops:

Hansung

ownersinKoreaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHansungowners

inKorea:

whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Hansung

owners

inKorea

(’’brandusers’’)againstKorean

laptopowners

ingeneral

(’’categoryusers’’),

and

the

overall

Korean

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Korea)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHansung

is

the

seventh

most

owned

laptop

brand

in

Korea

with

Samsung

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

laptop

brandsinKoreaSamsungLG46%30%Apple(MacBook)HP8%6%6%5%ASUSLenovoHansungDell4%3%Acer2%2%Microsoft4Notes:"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=1522,

laptop

ownersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

laptop

owners

owned

Hansung

grew

by1

percentage

point

sinceQ1

of

2021Management

summary:

brandusagetimelineTimeline

of

laptop

ownersowned

Hansung4%3%3%3%3%3%2%2%2%2%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=36

-

54

Hansung

owners,n=1513

-

1572

laptop

ownersConsumer

Insights

Global

as

of

August

2023Sources:Hansung

owners

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHansungismore

popularamongMillennials

thanother

laptopbrands.Being

successful

isless

important

toHansungowners

than

toother

laptopowners.Itstands

out

that37%

ofHansungowners

want

thebestaudioandcinematic

experience

on

alldevices.Hansungowners

access

theinternet

viaasmartwatch

more

often

thantheaverage

laptopowner.Hansungismore

popularamong

malelaptopowners

than

female

laptopowners.Science

andtechnology

are

relativelyprevalent

interests

of

Hansungowners.33%

ofHansungowners

arelaggardswhen

itcomes

toinnovation

adoption.Onsocial

media,

Hansungownersinteract

with

companies

more

oftenthan

other

laptopowners.Hansunghasalarger

shareof

ownerswith

alow

income

thanotherlaptopbrands.Tech

or

computers

arerelativelypopularhobbiesamong

Hansungowners.Arelatively

highshare

ofHansungowners

thinkthatgovernment

debtisanissuethatneeds

tobeaddressed.Hansungowners

remember

seeing

adsinappsmore

often

than

otherlaptopowners.34%

ofHansungowners

liveinlargecities.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Hansung

is

more

popular

among

Millennials

than

other

laptop

brandsDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users20%18%39%28%13%12%12%Category

usersAllrespondents32%33%38%37%18%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=54,

Hansung

owners,

n=1522,

laptop

owners,n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Hansung

is

more

popular

among

male

laptop

owners

than

female

laptopownersDemographic

profile:

genderGenderofconsumersinKoreaBrand

users63%37%Category

usersAllrespondents50%51%50%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202370%

of

Hansung

owners

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinKorea70%66%63%15%13%

13%9%8%9%8%6%4%4%3%2%2%2%

2%2%0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hansung

has

a

larger

share

of

ownerswith

a

low

income

than

other

laptopbrandsDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users27%38%35%Category

usersAllrespondents34%39%27%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

laptop

owners,

Hansung

owners

are

relatively

likely

to

live

ina

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live42%38%33%31%26%25%15%15%13%12%

12%9%9%4%

4%3%3%2%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

202334%

of

Hansung

ownerslive

in

large

citiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea34%34%33%32%32%30%19%18%18%9%

10%6%5%4%4%4%4%3%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

Hansung

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users4%91%6%6%Category

users

2%Allrespondents

3%91%90%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=54,

Hansung

owners,

n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

less

important

to

Hansung

owners

than

to

other

laptopownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea69%67%67%52%47%45%41%36%33%38%30%35%33%32%31%28%22%25%

26%18%22%20%18%17%11%11%11%7%3%

4%Havingagood

timeAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsTobesuccessfulLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=54,

Hansung

owners,n=1522,

laptopowners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

of

Hansung

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHansungowners

inKorea54%51%50%47%46%46%45%41%43%44%43%41%41%39%37%37%28%28%28%26%26%25%25%24%22%19%22%22%22%19%Movies,TVshows&musicFinance&economyScience

&technologyHealth

&fitnessTravelSportsFood

&diningPolitics&societyandcurrentworld

eventsHistoryCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Hansung

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHansungowners

inKorea50%45%43%39%35%31%30%28%27%26%26%24%24%

23%20%24%21%21%19%17%Pets15%17%17%17%14%12%14%13%10%9%TravelingOutdooractivitiesTech

/computersVideo

gamingReadingDoing

sportsandfitnessCooking/bakingDIYandarts&craftsSocializingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hansung

owners

are

more

likely

to

go

cycling

than

other

laptop

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHansungowners

inKorea14%13%13%12%11%11%11%9%9%9%9%9%9%9%9%8%8%8%7%7%6%6%5%5%5%4%4%4%4%3%BadmintonFitness,aerobics,cardioCyclingHikingBaseball/SoftballBasketballDancingGolfRunning/JoggingSoccerBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=24,

Hansung

owners,n=584,

laptop

owners,n=4217,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hansung

owners

are

more

likely

to

follow

baseball

than

other

laptop

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHansung

owners

inKorea22%22%15%14%14%13%9%7%7%7%6%6%6%6%5%5%

5%4%4%4%3%2%2%2%1%1%1%1%1%1%BaseballSoccerGolfBasketballBoxingVolleyballCyclingMixedMotorsportsTabletennisMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

laptops

in

your

household?";

Multi

Pick;Base:

n=21,

Hansung

owners,n=362,

laptop

owners,n=2635,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

37%

of

Hansung

owners

want

the

best

audio

and

cinematicexperience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inKorea70%67%67%37%31%24%23%21%21%20%19%17%17%13%13%Icould

notlivewithoutmy

smartphoneIwant

the

bestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,n=2022,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Hansung

owners

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea36%33%32%28%

28%25%

25%24%24%19%12%10%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=54,

Hansung

owners,

n=1522,

laptop

owners,n=12138,

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Hansung

owners

think

that

governmentdebt

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toHansungowners65%59%64%59%61%61%43%

40%36%41%41%41%

38%34%39%39%33%29%35%31%28%31%31%30%29%25%22%27%19%18%EconomicsituationRising

prices/inflation/cost

of

livingDefense

&foreign

affairsCrimeGovernmentdebtHousingEnvironmentHealth

andsocial

securityClimatechangeEducationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Hansung

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users15%65%7%13%13%13%Category

usersAllrespondents18%48%49%21%21%17%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsHansung

owners

access

the

internet

via

a

smartwatch

more

often

than

theaverage

laptop

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKorea

useregularlytoaccesstheinternet94%

93%91%69%64%56%53%50%48%48%39%34%31%30%27%23%20%19%19%19%16%10%

10%9%8%8%7%SmartphoneLaptopDesktop

PCTabletSmartwatchSmart

TVGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

allrespondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Hansung

owners

interact

with

companies

more

often

thanother

laptop

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinKorea

bytype44%38%45%43%43%41%

41%34%38%35%33%31%27%31%30%25%28%19%27%24%24%24%18%19%20%17%20%18%16%15%10%9%

9%7%7%

7%Liked

posts

Sentprivate

Posted

textsPostedpictures/videosCommentedon

postsSharedpostsbyother

usersFollowedpeopleLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessages/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

allrespondentsConsumer

Insights

Global

as

of

August

2023Hansung

owners

tend

to

read

online

magazines

more

often

than

laptop

ownersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks93%88%85%79%74%68%66%62%60%51%59%52%47%51%43%40%38%22%37%24%21%

19%Daily21%17%17%17%17%15%14%10%7%6%3%TVDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentMovies

/cinemaOnlinemagazinesRadioPodcastsMagazinesWeeklynewspapersnewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=29,

Hansung

owners,n=764,

laptop

owners,n=6054,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hansung

owners

remember

seeing

ads

in

apps

more

often

than

other

laptopownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHansungowners

inKorea

have

come

across

digital

advertisinginthe

past

4weeks48%46%41%46%46%42%38%39%32%29%30%30%

27%25%28%27%26%26%22%17%21%20%20%20%19%17%15%15%12%11%Video

portals

Search

enginesOtherappsBlogs/forumsOnlinestoresSocial

media

Video

streamingservicesEditorialwebsitesandappsWebsitesandappsof

brandsVideo

gamesBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:

n=54,

Hansung

owners,n=1522,

laptop

owners,n=12138,

allrespondentsConsumer

Insights

Global

as

of

August

2023Hansung

owners

remember

ads

they

saw

directly

in

the

store

more

often

thanother

laptop

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks58%54%53%41%39%28%36%32%28%26%24%15%

15%23%23%20%17%14%13%12%11%10%10%

10%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies/cinemaOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

laptops

in

your

household?";

Multi

Pick;

Base:n=54,

Hansung

owners,

n=1522,

laptop

owners,n=12138,

allrespondentsConsumer

Insights

Global

as