机构研究报告-韩国线上机票预订用户分析报告：Interpark Tour

温馨提示：以下内容均为外文报告原文，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSOnlineflightbooking:InterparkTourusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofInterparkTourusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkInterparkTourusersinKorea(’’brandusers’’)againstKoreanflightticketbookersingeneral(’’categoryusers’’),andtheoverallKoreanconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingKorea)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofInterparkTourhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingInterparkTour22%20%20%20%20%20%20%20%20%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%21%20%20%20%20%20%20%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%18%18%18%18%18%18%18%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=64-128InterparkTourusers,n=368-636flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024InterparkTourusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsInterparkTourhasahighshareofusersthatareMillennialscomparedtothetotalonlinepopulation.Comparedtootheronlineflightportals,InterparkTourhasarelativelyhighshareoffemaleusers.InterparkTourhasalargershareofuserswithalowincomethanotheronlineflightportals.HavingagoodtimeislessimportanttoInterparkTourusersthantootherflightticketbookers.SportsisarelativelyprevalentinterestofInterparkTourusers.SportsandfitnessarerelativelypopularhobbiesamongInterparkTourusers.Itstandsoutthat54%ofInterparkTouruserswanttoexperiencesomethinguniqueduringtheirtravels.22%ofInterparkTourusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofInterparkTourusersthinkthatcrimeisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongInterparkTourusersthantheaverageflightticketbooker.InterparkTourusersrememberseeingadsinonlinestoresmoreoftenthanotherflightticketbookers.FlightticketbookersingeneralandInterparkTourusersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+InterparkTourhasahighshareofusersthatareMillennialscomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersinKoreaBrandusers16%44%31%9%Categoryusers15%41%34%11%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineflightportals,InterparkTourhasarelativelyhighshareoffemaleusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers45%55%Categoryusers50%50%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202486%ofInterparkTourusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea72%69%62%0%0%0%2%3%8%11%10%16%1%2%2%12%13%9%2%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024InterparkTourhasalargershareofuserswithalowincomethanotheronlineflightportalsDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%31%27%Categoryusers44%34%21%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,InterparkTourusersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive42%35%36%25%17%13%16%19%14%12%20%21%5%4%4%4%3%4%0%1%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FlightticketbookersingeneralandInterparkTourusersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea35%32%32%31%34%31%18%21%18%5%4%6%2%3%5%8%6%9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20246%ofInterparkTourusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers6%90%4%Categoryusers4%91%5%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoInterparkTourusersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea71%65%67%43%41%41%42%43%44%37%35%36%27%24%21%31%27%32%27%23%27%21%16%18%12%12%12%4%2%4%HavingagoodtimeTobesuccessfulAhappyrelationshipAnhonestandrespectablelifeLearningnewthingsSafetyandsecurityMakingmyowndecisionsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofInterparkTourusersConsumerlifestyle:maininterestsTop10interestsofInterparkTourusersinKorea65%65%45%57%49%41%54%49%39%51%48%39%43%34%24%42%35%26%39%29%25%39%28%21%35%26%17%32%25%20%TravelFinance&economyMovies,TVshowsHealth&fitnessFood&diningFashion&beautyPolitics&societyandcurrentSportsVehicles&mobilityArts&literature17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongInterparkTourusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofInterparkTourusersinKorea69%65%48%42%41%30%37%29%20%37%30%23%31%32%27%28%25%21%26%21%13%24%18%15%24%18%14%22%19%18%TravelingShoppingDoingsportsandfitnessOutdooractivitiesReadingVideogamingCars/vehiclesPetsPhotographyTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024InterparkTourusersaremorelikelytodofitness,aerobics,cardiothanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofInterparkTourusersinKorea25%19%13%20%12%7%18%13%8%17%16%8%17%12%7%14%8%5%11%9%6%11%5%4%10%7%6%9%5%4%Running/joggingFitness,aerobics,cardioBadmintonGolfYoga/pilatesSwimming/DivingHikingTableTennisSoccerBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=66InterparkTourusers,n=625flightticketbookers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024InterparkTourusersaremorelikelytofollowsoccerthanotherflightticketbookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyInterparkTourusersinKorea30%26%20%19%14%13%13%11%7%5%9%4%9%4%2%8%3%2%8%5%3%5%2%1%5%1%1%4%1%1%20Notes:Sources:SoccerBaseballBasketballGolfTennisMixedVolleyballAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=50InterparkTourusers,n=625flightticketbookers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024Athletics(track&field)BoxingCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat54%ofInterparkTouruserswanttoexperiencesomethinguniqueduringtheirtravelsConsumerattitudes:travelAgreementwithstatementstowardstravelinKorea70%71%51%54%48%34%36%31%21%25%29%22%15%20%20%WhenI’monvacation,IwanttoexperienceWhenitcomestoWhenI’mtraveling,IWhenitcomestoIusemysmartphonesomethinguniquetraveling,sustainabilitybookaccommodations,traveling,Ialwayslookasaguideduringmytravelsisimportanttomecarrentals,etc.forthecheapestoffer22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofInterparkTourusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea34%35%36%29%28%24%25%18%20%20%15%9%4%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofInterparkTourusersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoInterparkTourusers66%65%58%63%65%58%43%38%33%41%38%30%40%34%32%36%30%30%35%32%29%35%31%29%33%30%27%28%29%24%EconomicsituationRisingprices/inflation/Defense&foreignaffairsHousingCrimeUnemploymentClimatechangeHealthandsocialsecurityEnvironmentEducation24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyInterparkTourusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers23%52%20%5%Categoryusers21%51%19%9%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints21%X(Twitter)ismorepopularamongInterparkTourusersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand88%81%71%78%70%55%46%38%40%38%29%30%31%16%25%21%19%28%21%23%19%19%15%10%8%5%7%4%3%27Notes:Sources:YouTubeInstagramNaverCafeFacebookX(Twitter)KakaoStoryBandTikTokBlindDaumCafeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=67InterparkTourusers,n=321flightticketbookers,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024InterparkTouruserstendtolistentotheradiomoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks90%90%82%81%81%66%71%61%68%61%58%59%55%46%43%44%45%35%30%25%17%30%24%24%21%23%20%16%15%16%7%8%6%TVDigitalvideocontentMovies/cinemaDigitalmusiccontentOnlinenewswebsitesRadioPodcastsOnlinemagazinesMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024InterparkTourusersrememberseeingadsinonlinestoresmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereInterparkTourusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks52%51%39%47%45%37%44%35%25%41%35%24%33%28%18%31%26%18%28%21%17%24%17%10%21%17%11%18%14%11%VideoportalsSearchenginesOnlinestoresSocialmediaBlogs/forumsVideostreamingservicesVideogamesMusicportalsWebsitesandappsEditorialwebsitesofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024InterparkTourusersrememberadvertisingtheyheardontheradiomoreoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks66%64%54%43%38%30%43%35%31%34%31%24%22%21%14%21%17%12%17%12%9%13%12%9%OnTVOnadvertisingAtthemoviesDirectlyinOntheBymailshot/InprintedInprintedspaces/cinemathestoreradioadvertisingdailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=127InterparkTourusers,n=625flightticketbookers,n=12,158allrespondentsSources:Cons