机构研究报告-韩国互联网提供服务用户分析报告：SK Broadband

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:SKBroadbandcustomersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSKBroadbandcustomersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSKBroadbandcustomersinKorea(’’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•KeyinsightsWithausershareof34%,SKBroadbandisthemostusedinternetproviderinKoreaManagementsummary:brandusageandcompetitionTop4mostusedinternetprovidersinKoreaSKBroadbandKT34%34%LGUplus23%LGHellovision4%4Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=1,308homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofSKBroadbandhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingSKBroadband40%38%37%35%34%33%33%33%33%34%35%35%35%34%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=427-536SKBroadbandcustomers,n=1266-1343homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024SKBroadbandcustomersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofSKBroadbandcustomersandhomeinternetusersoverallisfairlysimilar.SKBroadbandhasmoremalethanfemalecustomers.SKBroadbandhasasmallershareofcustomerswithalowincomethanotherinternetproviders.SKBroadbandcustomersaremorelikelytoliveinmegacitiesthanhomeHavingagoodtimeisanimportantaspectoflifefor70%ofSKBroadbandcustomers.SKBroadbandcustomersaremorelikelytobeinterestedinhealthandfitnessthantheaverageconsumer.ShoppingisarelativelypopularhobbyamongSKBroadbandcustomers.Itstandsoutthat29%ofSKBroadbandcustomersactivelydosomethingfortheprotectionoftheirdata.29%ofSKBroadbandcustomersareinthelatemajorityofinnovationadoptertypes.Risingprices,inflation&costoflivingandtheeconomicsituationareissuesofparticularconcerntoSKBroadbandcustomers.71%ofSKBroadbandconsumersareactiveonYouTube.SKBroadbandcustomersrememberseeingadsonsearchenginesmoreoftenthantheaverageconsumer.internetusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofSKBroadbandcustomersandhomeinternetusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinKoreaBrandusers12%31%44%13%Categoryusers14%32%43%12%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SKBroadbandhasmoremalethanfemalecustomersDemographicprofile:genderGenderofconsumersinKoreaBrandusers56%44%Categoryusers55%45%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202414%TheeducationlevelofSKBroadbandcustomersandhomeinternetusersaresimilarDemographicprofile:educationConsumer’slevelofeducationinKorea65%65%62%0%0%0%6%7%8%16%16%2%1%2%9%10%9%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SKBroadbandhasasmallershareofcustomerswithalowincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%37%24%Categoryusers35%37%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherhomeinternetusers,SKBroadbandcustomersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive44%41%36%21%23%25%16%16%15%12%12%12%SinglehouseholdCouplehousehold4%4%4%SingleparenthouseholdPartnersandchildren3%3%4%Multi-generationalTwoormorerelatedadults2%1%1%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SKBroadbandcustomersaremorelikelytoliveinmegacitiesthanhomeinternetusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea40%35%28%30%31%31%18%19%18%9%9%9%3%5%6%3%3%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20242%ofSKBroadbandcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers2%90%7%Categoryusers3%92%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeisanimportantaspectoflifefor70%ofSKBroadbandcustomersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea70%69%67%46%45%44%41%40%41%39%39%36%30%29%32%27%26%27%19%20%21%17%14%18%12%12%12%3%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongSKBroadbandcustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSKBroadbandcustomersinKorea48%46%42%35%33%30%28%25%27%23%23%23%21%21%18%20%20%20%21%20%21%14%14%13%13%12%13%14%12%15%TravelingShoppingReadingOutdooractivitiesTech/computersDoingsportsandfitnessVideogamingCars/vehiclesCooking/bakingPets18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSKBroadbandcustomersplaygolfConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSKBroadbandcustomersinKorea13%12%13%12%9%8%8%8%7%7%7%6%7%6%8%7%7%7%6%6%6%4%4%5%4%4%4%3%5%4%Running/joggingGolfFitness,aerobics,cardioHikingBadmintonYoga/pilatesSoccerSwimming/DivingBasketballCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=154SKBroadbandcustomers,n=1308homeinternetusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSKBroadbandcustomersfollowgolfplayersandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbySKBroadbandcustomersinKorea13%15%14%13%14%13%7%5%4%6%5%5%4%3%3%2%2%2%2%2%2%1%1%1%1%1%1%1%1%1%20Notes:Sources:SoccerBaseballGolfBasketballVolleyballTennisMixedAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94SKBroadbandcustomers,n=1308homeinternetusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsBoxingCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat29%ofSKBroadbandcustomersactivelydosomethingfortheprotectionoftheirdataConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinKorea60%61%59%36%37%35%33%31%28%29%25%23%17%16%15%IcouldnolongerimaginemyeverydaylifewithouttheinternetSavingsensitivedataonlineistooinsecureformeIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasIactivelydosomethingfortheprotectionofmydataI’mwellprotectedagainstvirusesanddataabuse22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202429%ofSKBroadbandcustomersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea34%35%36%29%27%29%25%25%22%12%12%9%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Risingprices,inflation&costoflivingandtheeconomicsituationareissuesofparticularconcerntoSKBroadbandcustomersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoSKBroadbandcustomers64%62%58%62%62%58%33%36%33%33%32%30%32%32%29%32%32%33%30%30%32%30%32%29%27%30%27%25%24%24%Risingprices/inflation/EconomicsituationDefense&foreignaffairsHousingHealthandsocialsecurityUnemploymentCrimeClimatechangeEnvironmentEducationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManySKBroadbandcustomershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers16%55%18%11%Categoryusers17%53%20%11%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints71%ofSKBroadbandconsumersareactiveonYouTubeMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand73%71%71%55%54%55%29%29%29%27%25%23%30%26%30%22%22%19%17%15%16%13%14%15%4%4%5%4%3%5%YouTubeInstagramNaverCafeBandFacebookKakaoStoryX(Twitter)TikTokBlindEverytimeBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=226SKBroadbandcustomers,n=667homeinternetusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024SKBroadbandcustomersandhomeinternetusersingeneral,tendtoconsumesimilarmediaMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks86%85%82%69%71%66%54%53%44%45%46%46%42%42%43%34%34%35%20%20%16%16%17%17%16%17%16%16%16%15%5%7%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaDigitalmusiccontentRadioOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SKBroadbandcustomersrememberseeingadsonsearchenginesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSKBroadbandcustomersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks42%41%39%40%41%37%24%26%27%24%24%25%20%18%18%19%17%18%18%15%17%13%14%11%12%13%11%9%9%10%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreamingservicesBlogs/forumsVideogamesWebsitesandappsEditorialwebsitesNewslettersofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=450SKBroadbandcustomers,n=1,308homeinternetusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202410%SKBroadbandcustomersrememberadstheysawout-of-homemoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks55%56%54%35%33%30%23%24%22%20%23%24%16%13%12%13%13%14%9%9%8%10%9%OnTVOnadvertisingspacesDirectlyinthestoreAtthemovies/cinemaBymailshot/advertisingOntheradioInprinteddailyInprintedmagazines