机构研究报告-韩国拼车软件用户分析报告：i.M

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&BRANDSRidesharing:i.MusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewofi.MusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarki.MusersinKorea(’’brandusers’’)againstKoreanridesharingusersingeneral(’’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•Keyinsightsi.MisthesixthmostusedridesharingserviceinKoreawithKakaoTinfirstplaceManagementsummary:brandusageandcompetitionTop10mostusedridesharingservicesinKoreaKakaoT75%TADAUTUberT-MoneyOndai.MmacaronMI-MOAPAPAAllVan16%13%11%10%8%7%5%4%3%4Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=854ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024Themarketshareofi.Mhasstayedfairlysimilarcomparedto2023Q2Managementsummary:brandusagetimelineTimelineofridesharingusersusingi.M8%8%8%7%7%7%7%7%6%6%6%6%6%52023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=31-73i.Musers,n=435-890ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024i.MusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsi.MismorepopularamongMillennialsthanotherridesharingservices.i.Mismorepopularamongmaleridesharingusersthanfemaleridesharingusers.i.MhasalargershareofuserswithahighincomethanotherridesharingSafetyandsecurityislessimportanttoi.Musersthantootherridesharingusers.Vehiclesandmobilityarerelativelyprevalentinterestsofi.Musers.Carsorvehiclesarerelativelypopularhobbiesamongi.Musers.Itstandsoutthat70%ofi.Muserssaythatowningacarisimportanttothem.35%ofi.Musersareinnovatorsorearlyadoptersofnewproducts.Arelativelyhighshareofi.Musersthinkthatcivilrightsareissuesthatneedtobeaddressed.Blindismorepopularamongi.Musersthantheaverageridesharinguser.i.Musersrememberseeingadsonblogsandforumsmoreoftenthanotherridesharingusers.services.i.Musersaremorelikelytoliveinlargecitiesthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+i.MismorepopularamongMillennialsthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers24%54%21%1%Categoryusers22%36%34%8%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024i.MismorepopularamongmaleridesharingusersthanfemaleridesharingusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers59%41%Categoryusers51%49%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofi.MusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea63%63%62%0%0%0%3%5%8%6%14%16%8%3%2%14%11%9%6%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024i.MhasalargershareofuserswithahighincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers46%28%26%Categoryusers40%34%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,i.MusersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive39%39%36%24%25%20%15%16%11%12%12%7%5%4%8%4%4%14%0%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024i.MusersaremorelikelytoliveinlargecitiesthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea38%31%31%34%32%31%20%20%18%3%5%6%3%5%5%3%7%9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202411%ofi.MusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers11%87%1%Categoryusers5%89%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttoi.MusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea70%67%67%42%41%41%45%39%44%38%37%36%28%26%27%23%20%21%21%17%18%21%34%32%8%3%4%8%10%12%HavingagoodtimeTobesuccessfulAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsAdvancingmycareerSafetyandsecurityTraditionsSocialjustice16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Vehiclesandmobilityarerelativelyprevalentinterestsofi.MusersConsumerlifestyle:maininterestsTop10interestsofi.MusersinKorea55%46%48%39%46%45%42%44%39%42%27%17%39%46%41%35%34%26%28%26%20%28%22%18%25%29%25%25%26%21%Movies,TVshowsTravelHealth&fitnessVehicles&mobilityFinance&economyFashion&beautyArts&literatureHistoryPolitics&societyandcurrentScience&technology17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsCarsorvehiclesarerelativelypopularhobbiesamongi.MusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofi.MusersinKorea61%55%42%44%29%23%42%20%13%38%32%27%38%29%21%35%24%20%34%37%30%32%21%14%30%20%18%27%10%8%TravelingOutdooractivitiesCars/vehiclesReadingVideogamingDoingsportsandfitnessShoppingPhotographyTech/computersGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024i.MusersaremorelikelytoplaybasketballthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofi.MusersinKorea25%17%13%21%12%8%21%13%8%20%12%7%18%8%6%18%10%7%17%6%4%17%8%6%15%7%5%14%5%4%Running/joggingBadmintonGolfFitness,aerobics,cardioSoccerYoga/pilatesBasketballHikingSwimming/DivingDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=41i.Musers,n=854ridesharingusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024i.MusersaremorelikelytofollowbasketballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyi.MusersinKorea21%18%20%19%13%14%14%11%8%8%6%5%4%4%2%6%2%1%6%5%3%4%2%1%4%1%1%4%4%2%BaseballSoccerBasketballGolfTennisBoxingVolleyballAmericanfootballBrandusersCategoryusersAllrespondentsCyclingMixedMartialArts20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=17i.Musers,n=854ridesharingusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat70%ofi.MuserssaythatowningacarisimportanttothemConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinKorea70%51%55%52%46%38%30%33%23%30%35%32%25%25%21%OwningacarisimportanttomeThepublictransportationsystemIcanimagineusingaself-drivingtaxiTherearenotenoughparkingIspendtoomuchtimecommuting22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofi.MusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea37%36%30%30%29%29%25%17%18%18%14%9%6%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofi.MusersthinkthatcivilrightsareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoi.Musers62%58%61%58%51%44%38%31%29%37%31%24%35%31%29%34%21%18%37%31%32%31%30%27%31%35%30%30%38%30%EconomicsituationRisingprices/inflation/HealthandsocialsecurityEducationClimatechangeCivilrightsCrimeEnvironmentUnemploymentHousing24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Manyi.MusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers13%48%30%10%Categoryusers22%46%22%10%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints21%Blindismorepopularamongi.MusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand72%70%77%69%71%55%41%39%30%41%39%29%38%25%19%38%15%34%28%23%31%24%20%16%17%9%5%7%5%27Notes:Sources:InstagramYouTubeFacebookNaverCafeKakaoStoryTikTokBandBlindX(Twitter)EverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=29i.Musers,n=422ridesharingusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202441%19%21%i.MuserstendtoreaddailynewspapersmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks89%78%80%87%82%77%73%66%62%46%60%43%56%35%49%55%44%39%39%39%37%24%17%24%16%16%15%23%8%6%DigitalvideocontentTVMovies/cinemaDigitalmusiccontentRadioOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=71i.Musers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024i.MusersrememberadstheysawdirectlyinthestoremoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks61%63%54%48%48%44%31%22%35%24%37%30%30%17%12%28%19%14%23%10%9%14%12%9%OnTVDirectlyinAtthemoviesOnadvertisingBymailshot/OntheInprintedInprintedthestore/cinemaspacesadvertisingradiodailymagazinesonthegomailnewspapersandjournals30Notes: