机构研究报告-韩国冰箱用户分析报告：Samsung三星

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&BRANDSRefrigerators:SamsungownersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSamsungownersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSamsungownersinKorea(’’brandusers’’)againstKoreanrefrigeratorownersingeneral(’’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•KeyinsightsSamsungisthesecondmostownedrefrigeratorbrandinKoreaafterLGandhasausershareof44%Managementsummary:brandusageandcompetitionTop5mostownedrefrigeratorbrandsinKoreaLG48%Samsung44%Winia2%HaierBelle1%0%4Notes:"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=1,839refrigeratorownersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofSamsunghasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofrefrigeratorownersowningSamsung40%39%39%39%39%40%41%41%42%41%42%41%42%44%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=727-803Samsungowners,n=1827-1938refrigeratorownersSources:ConsumerInsightsGlobalasofAugust2024SamsungownersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints43%ofSamsungownersarepartofGenerationX.ThereisafairlyevensplitofmaleandfemaleSamsungowners.Samsungownershaveasimilarincomedistributionasrefrigeratorownersingeneral.RefrigeratorownersingeneralandHavingagoodtimeisanimportantaspectoflifefor71%ofSamsungowners.Samsungownershavesimilarinterestsasownersofotherrefrigeratorbrands.ShoppingisarelativelypopularhobbyamongSamsungowners.15%ofSamsungownersstatethatelectronicsareastatussymbolforthem.13%ofSamsungownersareinnovatorsorearlyadoptersofnewproducts.62%ofSamsungownersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.73%ofSamsungconsumersareactiveonYouTube.DigitaladvertisingtouchpointsofSamsungownersaresimilartothoseofallrefrigeratorowners.Samsungownersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+43%ofSamsungownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinKoreaBrandusers15%32%43%11%Categoryusers17%32%40%11%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleSamsungownersDemographicprofile:genderGenderofconsumersinKoreaBrandusers51%49%Categoryusers50%50%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202475%ofSamsungownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea63%62%62%8%8%8%16%16%16%10%10%9%0%0%0%NoformalLowersecondaryUppersecondary2%2%2%Technical/BachelordegreeMasterdegree2%2%1%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownershaveasimilarincomedistributionasrefrigeratorownersingeneralDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers31%38%31%Categoryusers33%37%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024RefrigeratorownersingeneralandSamsungownersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea31%30%31%32%31%31%19%19%18%9%10%9%6%5%6%5%5%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20242%ofSamsungownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers2%92%6%Categoryusers3%90%7%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeisanimportantaspectoflifefor71%ofSamsungownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea71%70%67%45%43%44%41%41%41%40%37%36%31%32%32%26%25%27%19%20%21%17%16%18%11%10%12%2%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownershavesimilarinterestsasownersofotherrefrigeratorbrandsConsumerlifestyle:maininterestsTop10interestsofSamsungownersinKorea47%48%45%45%45%39%44%46%41%41%42%39%27%27%26%25%26%24%23%21%21%25%23%25%22%22%21%21%22%20%TravelHealth&fitnessFinance&economyMovies,TVshowsFashion&beautyFood&diningSportsPolitics&societyandcurrentScience&technologyArts&literature17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSamsungownersgohikingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSamsungownersinKorea13%12%13%9%8%7%9%8%8%7%7%7%7%6%6%6%5%6%5%6%8%5%4%4%4%4%5%3%3%4%Running/joggingFitness,aerobics,cardioGolfYoga/pilatesHikingSoccerBadmintonCyclingSwimming/DivingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=264Samsungowners,n=1839refrigeratorowners,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSamsungownersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbySamsungownersinKorea15%14%14%12%13%13%5%4%4%4%4%5%2%3%3%2%2%2%2%2%2%1%1%1%1%1%1%1%1%1%20Notes:Sources:SoccerBaseballGolfBasketballVolleyballMixedTennisMotorsportsAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=187Samsungowners,n=1839refrigeratorowners,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024BoxingCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2115%ofSamsungownersstatethatelectronicsareastatussymbolforthemConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinKorea63%65%62%54%53%50%24%23%22%17%16%16%15%14%14%IcouldnotlivewithoutmysmartphoneWhenchoosingelectronics,IpaycloseattentiontoIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:theirenergyefficiencyBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202413%ofSamsungownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea35%35%36%28%29%25%26%25%25%12%10%9%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202462%ofSamsungownersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoSamsungowners62%62%58%61%62%58%33%34%32%32%32%30%34%32%33%32%30%29%31%32%30%30%31%29%29%29%27%26%26%24%Risingprices/inflation/EconomicsituationCrimeHousingDefense&foreignaffairsHealthandsocialsecurityUnemploymentClimatechangeEnvironmentEducationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManySamsungownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers16%52%20%13%Categoryusers17%50%19%14%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints73%ofSamsungconsumersareactiveonYouTubeMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand73%73%71%56%55%55%28%29%30%29%27%29%26%24%23%22%20%19%13%15%17%15%15%16%5%6%7%4%3%3%YouTubeInstagramFacebookNaverCafeBandKakaoStoryTikTokX(Twitter)DaumCafeBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=433Samsungowners,n=943refrigeratorowners,n=6101allrespondentsConsumerInsightsGlobalasofAugust202486%ofSamsungownerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks86%85%82%68%70%66%53%51%44%48%47%46%44%44%43%34%31%35%19%18%16%17%16%17%14%14%16%12%13%15%5%5%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaDigitalmusiccontentRadioOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024DigitaladvertisingtouchpointsofSamsungownersaresimilartothoseofallrefrigeratorownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSamsungownersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks39%40%39%38%38%37%27%26%25%26%26%24%18%19%19%18%18%18%18%16%17%13%13%11%12%11%11%10%9%10%VideoportalsSearchenginesOnlinestoresSocialmediaVideostreamingservicesBlogs/forumsVideogamesWebsitesandappsEditorialwebsitesMusicportalsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=803Samsungowners,n=1,839refrigeratorowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Non-digitaladvertisingtouchpointsofSamsungownersaresimilartothoseofallrefrigeratorownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks57%55%54%31%32%30%23%23%22%23%22%24%13%12%14%13%12%12%9%9%9%8%8%9%OnTVOnadvertisingspacesDirectlyinthestoreAtthemovies/cinemaOntheradioBymailshot/advertisingInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast