机构研究报告-韩国互联网提供服务用户分析报告：KT

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&BRANDSInternetproviders:KTcustomersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofKTcustomersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkKTcustomersinKorea(’’brandusers’’)againstKoreanhomeinternetusersingeneral(’’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•KeyinsightsKTisthesecondmostusedinternetproviderinKoreaafterSKBroadbandandhasausershareof34%Managementsummary:brandusageandcompetitionTop4mostusedinternetprovidersinKoreaSKBroadbandKT34%34%LGUplus23%LGHellovision4%4Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=1,308homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofKThasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingKT32%34%35%36%37%37%37%38%37%36%35%34%34%34%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=432-494KTcustomers,n=1266-1343homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024KTcustomersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints40%ofKTcustomersarepartofGenerationX.54%ofKTcustomersaremale.KTcustomershaveasimilarincomedistributionashomeinternetusersingeneral.HomeinternetusersingeneralandKTcustomersspecifically,liveinsimilarSimilaraspectsoflifeareimportanttoKTcustomersandotherhomeinternetusers.KTcustomersaremorelikelytobeinterestedinfinanceandeconomythantheaverageconsumer.47%ofKTcustomershavetravelingasahobby.62%ofKTcustomersstatethattheycouldnolongerimaginetheireverydaylifewithouttheinternet.27%ofKTcustomersarelaggardswhenitcomestoinnovationadoption.Risingprices,inflation&costoflivingandtheeconomicsituationareissuesofparticularconcerntoKTcustomers.FacebookismorepopularamongKTcustomersthantheaveragehomeinternetuser.KTcustomersrememberseeingadsonsearchenginesmoreoftenthantheaverageconsumer.typeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+40%ofKTcustomersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinKoreaBrandusers13%35%40%13%Categoryusers14%32%43%12%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202454%ofKTcustomersaremaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers54%46%Categoryusers55%45%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202479%ofKTcustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea66%65%62%0%0%0%6%7%8%13%14%16%1%1%2%10%10%9%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024KTcustomershaveasimilarincomedistributionashomeinternetusersingeneralDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers34%35%31%Categoryusers35%37%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024HomeinternetusersingeneralandKTcustomersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea29%30%31%33%35%31%20%19%18%10%9%9%4%5%6%4%3%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20243%ofKTcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers3%92%5%Categoryusers3%92%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSimilaraspectsoflifeareimportanttoKTcustomersandotherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%68%67%45%43%44%40%40%41%40%39%36%30%30%32%28%27%27%19%17%18%19%19%21%12%12%12%3%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsAdvancingmycareerLearningnewthingsSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024KTcustomersaremorelikelytobeinterestedinfinanceandeconomythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofKTcustomersinKorea49%49%41%48%48%45%43%45%39%43%41%39%30%27%25%29%25%24%24%24%26%24%24%21%23%23%21%22%21%20%Finance&economyTravelHealth&fitnessMovies,TVshowsPolitics&societyandcurrentFood&diningFashion&beautyScience&technologySportsArts&literature17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202447%ofKTcustomershavetravelingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofKTcustomersinKorea47%46%42%31%28%27%31%33%30%23%21%23%21%22%23%20%21%18%20%19%20%15%14%15%14%14%13%14%13%14%TravelingReadingShoppingVideogamingOutdoorTech/DoingsportsPetsCars/Photography18Notes:Sources:activitiescomputersandfitnessBrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024vehiclesArelativelylargeshareofKTcustomersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofKTcustomersinKorea12%12%13%8%8%7%8%7%7%7%9%8%7%6%6%6%7%6%5%6%8%5%5%4%4%4%5%3%4%4%Running/joggingFitness,aerobics,cardioYoga/pilatesGolfSoccerHikingBadmintonCyclingSwimming/DivingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=149KTcustomers,n=1308homeinternetusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKTcustomersfollowbaseballteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyKTcustomersinKorea15%14%13%15%15%14%4%5%4%4%5%5%2%2%2%2%3%3%2%1%1%2%2%2%1%1%1%1%1%1%BaseballSoccerGolfBasketballMixedMartialArtsVolleyballBoxingTennisAmericanfootballMotorsports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=103KTcustomers,n=1308homeinternetusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2162%ofKTcustomersstatethattheycouldnolongerimaginetheireverydaylifewithouttheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinKorea62%61%59%37%37%35%29%31%28%23%25%23%13%16%15%IcouldnolongerimaginemyeverydaylifewithouttheinternetSavingsensitivedataonlineistooinsecureformeIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasIactivelydosomethingfortheprotectionofmydataI’mwellprotectedagainstvirusesanddataabuse22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%ofKTcustomersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea33%35%36%26%27%29%27%25%25%11%12%9%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Risingprices,inflation&costoflivingandtheeconomicsituationareissuesofparticularconcerntoKTcustomersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoKTcustomers65%62%58%62%62%58%37%36%33%35%32%29%33%33%32%32%32%30%31%32%30%30%30%27%32%29%29%25%23%24%Risingprices/inflation/EconomicsituationDefense&foreignaffairsClimatechangeCrimeHousingUnemploymentEnvironmentHealthandsocialsecurityEducationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024KTcustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers18%50%19%12%Categoryusers17%53%20%11%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongKTcustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand72%73%71%54%54%55%34%30%29%30%29%29%25%21%23%21%22%19%21%17%16%13%14%15%7%5%7%4%4%5%YouTubeInstagramFacebookNaverCafeBandKakaoStoryX(Twitter)TikTokBlindBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=228KTcustomers,n=667homeinternetusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024KTcustomersandhomeinternetusersingeneral,tendtoconsumesimilarmediaMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks85%85%82%73%71%66%53%53%44%46%46%46%42%42%43%32%34%35%20%20%16%18%17%16%17%17%17%14%16%15%7%7%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaDigitalmusiccontentRadioOnlinemagazinesDailynewspapersPodcastsMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024KTcustomersrememberseeingadsonsearchenginesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereKTcustomersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks44%41%37%41%41%39%29%27%25%25%26%24%23%20%18%19%18%17%19%18%18%15%14%11%14%13%11%11%9%10%SearchenginesVideoportalsOnlinestoresSocialmediaVideostreamingservicesVideogamesBlogs/forumsWebsitesandappsEditorialwebsitesMusicportalsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=448KTcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Non-digitaladvertisingtouchpointsofKTcustomersaresimilartothoseofallhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks57%56%54%31%33%30%25%23%24%24%24%22%14%13%14%12%10%9%12%13%12%9%10%9%OnTVOnadvertisingAtthemoviesDirectlyinOntheInprintedBymailshot/Inprintedspaces/cinemathestoreradiodailyadvertisingmagazinesonthegonewspapersmailandjournals30Notes:Bra