韩国智能家居品牌commax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&BRANDSSmart

home:

Commax

ownersin

KoreaConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCommax

owners

in

Korea:

who

theyare;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

toRegion:

56countriesbenchmark

Commax

owners

inKorea

(’’brandusers’’)againstKorean

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Koreanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

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

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsCommax

is

the

seventh

most

ownedsmart

home

brand

in

Korea

with

LG

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

KoreaLGSamsung27%27%KTGiGAloTSKTelecomKDNavienKakaohomeCommax18%12%12%9%8%8%KocomGoogle

NestNaver

Clova8%7%4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=650,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023The

share

of

owners

of

smart

home

devices

owning

Commax

declined

by1percentage

point

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

ownersof

smart

homedevicesowningCommax9%8%8%7%7%7%7%7%7%6%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=39

-

52

Commax

owners,n=521

-

650

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Commax

owners

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleTraditions,safety,and

security

arerelatively

important

to

Commax

owners.

owners

say

it’stoo

expensive

to

turnConsumerattitudesMarketing

touchpoints38%

ofCommax

owners

arepartofGeneration

X.Itstands

out

that40%

ofCommaxCommax

owners

access

theinternet

viaasmart

TVmore

often

thanthe

averagesmart

home

device

owner.theirhome

intoaSmartHome.Commax

ismore

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.Commax

owners

are

more

interested

inhistory

thanotherowners

ofsmarthome

devices.35%

ofCommax

owners

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

Commax

ownersinteract

with

companies

more

oftenthan

other

owners

of

smart

homedevices.Commax

hasasmaller

share

ofowners

Photography

isarelatively

popularwith

ahigh

income

than

other

smarthome

brands.Arelatively

highshare

ofCommaxowners

thinkthatfood

&water

securityisanissuethatneedstobeaddressed.hobbyamong

Commax

owners.Commax

owners

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

owners

of

smarthome

devices.Commax

owners

are

more

likely

toliveinrural

areas

andtowns

thanowners

ofsmart

home

devices

ingeneral.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+38%

of

Commax

owners

are

part

of

Generation

XDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users19%18%18%37%38%6%Category

usersAllrespondents33%38%37%11%33%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Commax

owners,

n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Commax

is

more

popular

among

male

ownersof

smart

home

devices

thanfemale

ownersof

smart

home

devicesDemographic

profile:

genderGenderofconsumersinKoreaBrand

users60%40%Category

usersAllrespondents52%51%48%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

September

20238%

of

Commax

owners

have

a

doctoral

degreeDemographic

profile:

educationConsumer’s

level

of

educationinKorea63%

63%58%15%14%12%12%9%

8%9%

9%8%8%4%3%2%

2%2%0%

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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

has

a

smaller

share

of

owners

with

a

high

income

than

other

smarthome

brandsDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users26%43%31%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;"Which

ofthese

providers

do

youownSmartHome

devicesfrom?’’;

Multi

Pick;Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Commax

owners

arerelatively

likely

to

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live41%38%31%29%26%25%19%15%14%12%12%

12%8%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Commaxowners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

are

more

likely

to

live

in

rural

areas

and

towns

than

owners

ofsmart

home

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea35%34%32%32%30%27%18%

18%13%12%10%10%8%5%5%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;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

allrespondentsConsumer

Insights

Global

as

of

September

202313%

of

Commax

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users13%85%2%Category

users

2%Allrespondents

3%91%90%6%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTraditions,

safety,

and

security

are

relatively

important

to

Commax

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea67%66%45%50%48%45%41%39%35%36%37%35%33%32%26%31%30%24%27%26%18%17%22%18%11%12%12%11%4%4%Havingagood

timeAhappyrelationshipSafety

andsecurityTobesuccessful

Anhonest

andMaking

myLearningnew

thingsAdvancingmy

careerTraditionsSocial

justicerespectable

life

own

decisionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Commaxowners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

are

more

interested

in

history

than

other

owners

of

smarthome

devicesConsumer

lifestyle:

main

interestsTop10

interestsofCommax

owners

inKorea49%44%47%47%44%44%43%44%42%42%41%33%29%25%27%27%27%27%26%22%27%25%25%25%21%20%21%21%19%19%Movies,TVshows&musicHealth

&fitnessTravelFood

&diningCareer

&educationHistorySportsArts&literatureFashion&beautyFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

allrespondentsConsumer

Insights

Global

as

of

September

2023Photography

is

a

relatively

popular

hobby

amongCommax

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCommax

owners

inKorea48%48%45%37%33%

28%28%29%29%

26%24%29%25%24%24%21%19%23%21%21%20%19%17%16%15%13%13%12%9%7%TravelingPhotographyReadingCooking/bakingOutdooractivitiesVideo

gamingTech

/computersDoing

sportsandfitnessDIYandarts&craftsMeditation/wellnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

allrespondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

are

more

likely

to

playcricket

than

other

owners

of

smarthome

devicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCommax

owners

inKorea32%26%22%22%17%18%15%15%15%13%13%13%12%12%12%11%10%10%8%8%8%8%6%4%5%4%3%2%1%1%BadmintonBaseball/SoftballFitness,aerobics,cardioRunning/JoggingGolfCyclingHikingBasketballCricketAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=20,

Commax

owners,n=596,

ownersofsmarthomedevices,

n=4217,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

are

more

likely

to

follow

athletics

(track

&

field)

than

otherowners

of

smart

home

devicesConsumer

lifestyle:

sports

followedTop10

sports

followed

byCommax

ownersinKorea39%35%21%15%15%14%13%13%13%13%12%Golf10%10%8%8%8%

8%6%5%4%4%4%4%3%2%Tennis2%1%1%1%1%GymnasticsBaseballSoccerBasketballVolleyballAthleticsBoxingCycling(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:

n=14,

Commax

owners,n=399,

ownersofsmarthomedevices,

n=2635,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

40%

of

Commax

owners

say

it’s

too

expensive

to

turn

theirhome

into

a

Smart

HomeConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inKorea48%40%36%35%32%31%25%25%25%24%23%19%19%17%16%Home

safety

isespecially

It’stoo

expensive

toIamworried

thatMaking

myhomeSmart

appliancesandimportant

to

meconvert

my

homeinto

aSmart

Homepeople

canspy

onme

environmentally

friendly

devices

inmy

home

canthroughmy

devicesCategory

usersisimportant

tomehelp

me

save

moneyBrand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=2022,

allrespondentsConsumer

Insights

Global

as

of

September

202335%

of

Commax

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea40%36%36%29%28%25%25%24%13%13%12%10%6%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Commax

owners

think

that

food

&

water

security

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toCommax

owners62%61%61%

61%48%40%38%36%36%32%35%

31%28%35%34%30%31%31%29%29%29%26%22%27%23%23%18%16%15%13%Rising

prices/inflation/cost

of

livingEconomicsituationClimatechange

EnvironmentDefense

&foreign

affairsEducationCrimeHousingFood

andwater

securityUnifyingthecountryBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

tend

to

have

more

left

leaning

political

views

than

otherowners

of

smart

home

devicesConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users29%38%21%12%13%13%Category

usersAllrespondents18%17%47%49%22%21%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsCommax

owners

access

the

internet

via

a

smart

TV

more

often

than

the

averagesmart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKorea

useregularlytoaccesstheinternet94%

93%87%64%54%53%52%50%

50%50%48%38%34%30%29%23%20%17%17%16%13%11%10%10%9%8%7%SmartphoneLaptopDesktop

PCSmart

TVTabletSmartwatchGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Commax

owners

interact

with

companies

more

often

thanother

ownersof

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinKorea

bytype48%48%45%38%44%43%34%42%38%35%37%35%33%27%33%31%31%25%29%27%25%19%23%21%20%18%17%17%16%15%10%9%7%6%5%4%SentprivatemessagesPostedpictures/videosPosted

texts/statusFollowedcompaniesCommented

Liked

postsLikedcompanypostsFollowedpeopleSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

tend

to

go

to

the

movies

more

often

than

owners

of

smarthome

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks90%86%85%75%72%68%64%61%50%58%53%51%50%47%43%43%

38%39%39%37%36%21%32%17%22%21%20%17%17%17%15%8%6%TVMovies

/cinemaDigitalvideo

Digitalmusic

OnlinenewsRadioDailynewspapersOnlinemagazinesPodcastsMagazinesWeeklynewspaperscontentcontentwebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=28,

Commax

owners,n=805,

ownersofsmarthome

devices,n=6054,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

owners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCommax

owners

inKorea

havecome

across

digital

advertisinginthepast4weeks44%41%41%38%38%37%33%31%31%30%26%29%28%27%27%27%25%25%25%23%21%22%17%21%21%17%16%12%12%9%Social

mediaBlogs/forumsVideo

portalsOnlinestoresMusicportals

Search

engines

Video

games

Video

streamingservicesOtherappsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=52,

Commax

owners,n=650,

ownersofsmarthome

devices,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Commax

owners

remember

ads

they

saw

in

printed

magazines

andjournalsmore

often

than

other

owners

of

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks59%53%48%37%35%33%32%31%29%28%27%25%17%23%23%19%11%17%15%

15%14%11%10%10%OnTVAtthemovies

OnadvertisingDirectly

inthestoreInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspapersOntheradio/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pic