机构研究报告-韩国度假套餐预订用户分析报告：Coupang

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&BRANDSPackageholidayportals:CoupangusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofCoupangusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkCoupangusersinKorea(’’brandusers’’)againstKoreanpackagedholidaybookersingeneral(’’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•KeyinsightsCoupangusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsCoupangismorepopularamongGenerationZthanotherpackageholidayportals.54%ofCoupangusersaremale.Coupanghasalargershareofuserswithalowincomethanotherpackageholidayportals.CoupangusersaremorelikelytoliveinruralareasandtownsthanpackagedHavingagoodtimeislessimportanttoCoupangusersthantootherpackagedholidaybookers.HomeandgardenarerelativelyprevalentinterestsofCoupangusers.VideogamingisarelativelypopularhobbyamongCoupangusers.Itstandsoutthat36%ofCoupangusersadjusttheirtravelplansduetorequirementsandgovernmentregulations.30%ofCoupangusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofCoupangusersthinkthatclimatechangeisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongCoupangusersthantheaveragepackagedholidaybooker.Coupangusersrememberseeingadsinvideoportalsmoreoftenthanotherpackagedholidaybookers.holidaybookersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+CoupangismorepopularamongGenerationZthanotherpackageholidayportalsDemographicprofile:generationsAgeofconsumersinKoreaBrandusers44%44%10%2%Categoryusers22%34%33%10%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202454%ofCoupangusersaremaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers54%46%Categoryusers50%50%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202410%ofCoupangusershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinKorea71%64%62%0%1%0%2%4%8%8%8%16%10%4%2%8%8%9%8%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024CoupanghasalargershareofuserswithalowincomethanotherpackageholidayportalsDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers30%41%30%Categoryusers46%33%20%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoconsumers,CoupangusersarelesslikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive42%45%36%24%22%25%16%16%17%12%6%6%2%4%4%4%4%4%6%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CoupangusersaremorelikelytoliveinruralareasandtownsthanpackagedholidaybookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea32%32%31%29%31%26%23%18%18%10%10%9%9%4%3%6%4%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202412%ofCoupangusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers12%86%2%Categoryusers5%92%4%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHomeandgardenarerelativelyprevalentinterestsofCoupangusersConsumerlifestyle:maininterestsTop10interestsofCoupangusersinKorea54%55%45%39%42%45%40%32%24%40%23%14%38%21%14%36%27%20%36%15%10%34%27%18%34%31%26%34%15%11%Movies,TVshowsTravelFood&diningGaming&eSportsFamily&parentingArts&literatureHome&gardenCareer&educationFashion&beautyVIPs&celebrities&music16Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongCoupangusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofCoupangusersinKorea62%62%50%42%29%21%44%32%23%44%24%14%38%41%30%38%22%18%36%26%20%34%18%13%30%21%13%30%19%11%TravelingVideogamingOutdooractivitiesPhotographyShoppingTech/computersDoingsportsandfitnessCooking/bakingCars/vehiclesDIYandarts&crafts17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024CoupangusersaremorelikelytoplaybadmintonthanotherpackagedholidaybookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofCoupangusersinKorea32%17%8%22%15%8%22%10%5%20%8%4%20%12%7%20%19%13%20%9%6%20%7%3%18%8%4%18%8%4%BadmintonGolfSwimming/DivingDancingFitness,aerobics,cardioRunning/joggingSoccerTennisBasketballCycling18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=26Coupangusers,n=248packagedholidaybookers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024CoupangusersaremorelikelytofollowgolfthanotherpackagedholidaybookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyCoupangusersinKorea20%20%20%18%16%13%14%12%10%10%10%10%8%8%8%8%4%5%6%1%6%2%5%3%3%1%3%1%5%2%BaseballSoccerGolfBasketballAmericanfootballTennisVolleyballBoxingCyclingMixedMartialArts19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=15Coupangusers,n=248packagedholidaybookers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat36%ofCoupangusersadjusttheirtravelplansduetorequirementsandgovernmentregulationsConsumerattitudes:travelAgreementwithstatementstowardstravelinKorea60%65%51%50%40%44%47%34%36%32%21%19%25%20%10%WhenI’monvacation,IusemysmartphoneasaguideWhenitcomestotraveling,sustainabilityisimportanttomeIwanttoexperiencesomethinguniqueduringmytravelsIadjustmytravelplansonthebasisoftravelrequirementsandWhenitcomestotraveling,Ialwayslookforthecheapestoffer21Notes:governmentregulationsBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofCoupangusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea36%32%33%29%26%24%24%25%20%21%14%9%4%2%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofCoupangusersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoCoupangusers57%54%58%56%58%48%42%34%30%40%29%29%40%33%32%34%33%33%32%35%24%32%31%29%32%34%30%30%30%27%Risingprices/inflation/EconomicsituationUnemploymentClimatechangeCrimeDefense&foreignaffairsEducationHealthandsocialsecurityHousingEnvironmentcostofliving23Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyCoupangusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers18%56%22%4%Categoryusers19%48%23%10%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints58%X(Twitter)ismorepopularamongCoupangusersthantheaveragepackagedholidaybookerMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand76%76%67%75%67%71%55%57%40%30%23%16%24%15%43%45%29%38%32%23%33%27%19%29%11%5%24%9%5%26Notes:Sources:FacebookInstagramX(Twitter)YouTubeTikTokNaverCafeBandKakaoStoryBlindEverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=21Coupangusers,n=131packagedholidaybookers,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024CoupanguserstendtolistentodigitalmusiccontentmoreoftenthanpackagedholidaybookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks84%77%66%82%88%82%78%69%74%46%57%43%52%54%44%50%46%46%44%35%32%16%31%17%36%26%16%32%25%15%22%13%6%DigitalvideocontentTVMovies/cinemaDigitalmusiccontentOnlinenewswebsitesRadioDailynewspapersPodcastsOnlinemagazinesMagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024CoupangusersrememberseeingadsinvideoportalsmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereCoupangusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks66%48%39%46%40%25%42%42%37%42%27%17%40%30%18%38%20%11%34%23%10%34%32%24%32%32%18%28%19%11%VideoportalsOnlinestoresSearchenginesVideogamesVideostreamingservicesWebsitesandappsMusicportalsSocialmediaBlogs/forumsEditorialwebsitesofbrandsBrandusersCategoryusersAllrespondentsandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50Coupangusers,n=248packagedholidaybookers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024CoupangusersrememberadstheysawdirectlyinthestoremoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks66%67%54%48%46%33%22%38%24%34%38%30%30%25%12%30%21%14%28%19%9%24%13%9%OnTVDirectlyinAtthemoviesOnadvertisingBymailshot/OntheInprintedInprintedthestore/cinemaspacesadvertisingradiodailymagazinesonthegomailnewspapersandjournals29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacross