机构研究报告-韩国拼车软件用户分析报告：Kakao T

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:KakaoTusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofKakaoTusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkKakaoTusersinKorea(’’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•KeyinsightsThemarketshareofKakaoThasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofridesharingusersusingKakaoT71%72%75%76%78%78%75%74%73%75%75%65%52%56%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=382-664KakaoTusers,n=740-890ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024KakaoTusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofKakaoTusersandridesharingusersoverallisfairlysimilar.ThereisafairlyevensplitofmaleandfemaleKakaoTusers.Justlikeridesharingusersingeneral,KakaoTusersarerelativelyunlikelytohavealowincome.RidesharingusersingeneralandKakaoHavingagoodtimeisanimportantaspectoflifefor69%ofKakaoTusers.FoodanddiningarerelativelyprevalentinterestsofKakaoTusers.ShoppingisarelativelypopularhobbyamongKakaoTusers.55%ofKakaoTusersstatethatthepublictransportationsystemintheirareaisgood.16%ofKakaoTusersareinnovatorsorearlyadoptersofnewproducts.Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoKakaoTusers.YouTubeismorepopularamongKakaoTusersthantheaverageridesharinguser.KakaoTusersrememberseeingadsinvideoportalsmoreoftenthantheaverageconsumer.Tusersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofKakaoTusersandridesharingusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinKoreaBrandusers22%36%34%7%Categoryusers22%36%34%8%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleKakaoTusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers50%50%Categoryusers51%49%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202478%ofKakaoTusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea65%63%62%0%0%0%4%5%8%15%14%16%3%3%2%11%11%9%2%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Justlikeridesharingusersingeneral,KakaoTusersarerelativelyunlikelytohavealowincomeDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers41%34%25%Categoryusers40%34%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofKakaoTusersandridesharingusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive​39%39%36%25%24%25%14%15%16%12%12%12%4%5%4%3%4%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024RidesharingusersingeneralandKakaoTusersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea31%31%31%32%32%31%20%20%18%9%5%5%6%5%5%5%6%7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20245%ofKakaoTusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers5%90%6%Categoryusers5%89%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeisanimportantaspectoflifefor69%ofKakaoTusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%67%67%46%45%44%41%41%41%37%37%36%33%34%32%26%27%27%20%20%21%17%16%18%9%10%12%3%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FoodanddiningarerelativelyprevalentinterestsofKakaoTusersConsumerlifestyle:maininterestsTop10interestsofKakaoTusersinKorea57%55%45%51%48%39%49%46%41%47%44%39%37%34%26%35%31%24%32%29%25%30%28%21%28%26%21%27%26%20%TravelMovies,TVshowsFinance&economyHealth&fitnessFashion&beautyFood&diningPolitics&societyandcurrentSportsScience&technologyArts&literature17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongKakaoTusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofKakaoTusersinKorea58%55%42%40%37%30%34%32%27%29%29%23%29%29%21%24%24%20%21%20%18%20%21%14%20%20%13%18%17%13%TravelingShoppingReadingOutdooractivitiesVideogamingDoingsportsandfitnessTech/computersPhotographyCars/vehiclesCooking/baking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKakaoTusersgorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofKakaoTusersinKorea19%17%13%12%12%12%13%12%12%11%10%7%8%8%7%8%8%6%8%8%6%7%7%5%6%7%4%5%6%4%Running/joggingFitness,aerobics,cardioGolfBadmintonYoga/pilatesHikingSoccerSwimming/DivingTableTennisCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=266KakaoTusers,n=854ridesharingusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKakaoTusersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyKakaoTusersinKorea20%19%14%19%18%13%8%8%4%5%6%5%5%5%3%4%4%2%4%4%2%2%2%1%2%2%1%2%2%1%20Notes:Sources:SoccerBaseballGolfBasketballVolleyballMixedTennisAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=190KakaoTusers,n=854ridesharingusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024BoxingMotorsportsCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics2155%ofKakaoTusersstatethatthepublictransportationsystemintheirareaisgoodConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinKorea55%52%51%51%46%38%35%35%32%35%33%ThepublictransportationsystemOwningacarisimportanttomeTherearenotenoughparking23%Icanimagineusingaself-drivingtaxi25%25%21%Ispendtoomuchtimecommuting22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202416%ofKakaoTusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea37%37%36%29%28%29%25%18%18%14%14%9%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoKakaoTusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoKakaoTusers65%62%58%65%61%58%41%37%33%41%38%30%38%37%32%37%35%30%33%31%29%32%31%29%31%31%24%31%30%27%EconomicsituationRisingprices/inflation/Defense&foreignaffairsHousingCrimeUnemploymentHealthandsocialsecurityClimatechangeEducationEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202447%ofKakaoTusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers23%47%20%11%Categoryusers22%46%22%10%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongKakaoTusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand80%77%71%72%70%55%42%39%40%39%29%30%30%28%23%25%25%19%21%21%15%20%20%16%10%9%5%9%10%7%27Notes:Sources:YouTubeInstagramNaverCafeFacebookBandKakaoStoryTikTokX(Twitter)BlindBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=316KakaoTusers,n=422ridesharingusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202419%17%KakaoTuserstendtolistentodigitalmusiccontentmoreoftenthantheaverageconsumerMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks88%87%82%80%78%66%63%62%61%60%58%55%46%43%44%42%41%35%24%24%17%24%24%21%21%16%15%16%7%8%6%TVDigitalvideocontentMovies/cinemaDigitalmusiccontentOnlinenewswebsitesRadioPodcastsOnlinemagazinesMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024KakaoTusersrememberseeingadsinvideoportalsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereKakaoTusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks53%50%39%42%40%37%35%35%25%35%34%24%30%28%18%26%25%18%23%22%17%18%18%16%16%16%15%VideoportalsSearchenginesOnlinestoresSocialmediaBlogs/forumsVideostreamingservices11%10%VideogamesMusicportalsEditorialwebsites11%Websitesandappsandappsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=641KakaoTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202410%Non-digitaladvertisingtouchpointsofKakaoTusersaresimilartothoseofallridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks63%63%54%39%37%30%35%35%32%31%24%22%20%19%14%16%17%12%14%12%9%9%9%OnTVOnadvertisingAtthemoviesDirectlyinOntheBymailshot/InprintedInprintedspaces/cinemathestoreradioadvertising