机构研究报告-韩国拼车软件用户分析报告：macaron 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:macaronMusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofmacaronMusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkmacaronMusersinKorea(’’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•KeyinsightsmacaronMusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsmacaronMismorepopularamongMillennialsthanotherridesharingservices.macaronMismorepopularamongfemaleridesharingusersthanmaleridesharingusers.macaronMhasalargershareofuserswithalowincomethanotherrideCareeradvancementismoreimportanttomacaronMusersthantootherridesharingusers.FamilyandparentingarerelativelyprevalentinterestsofmacaronMusers.SocializingisarelativelypopularhobbyamongmacaronMusers.Itstandsoutthat44%ofmacaronMuserscanimagineusingaself-drivingtaxi.32%ofmacaronMusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofmacaronMusersthinkthatunifyingthecountryisanissuethatneedstobeaddressed.ismorepopularamongmacaronMusersthantheaverageridesharinguser.macaronMusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherridesharingusers.sharingservices.macaronMusersaremorelikelytoliveinlargecitiesthanridesharingusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+macaronMismorepopularamongMillennialsthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers26%51%18%5%Categoryusers22%36%34%8%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024macaronMismorepopularamongfemaleridesharingusersthanmaleridesharingusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers42%58%Categoryusers51%49%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202481%ofmacaronMusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea60%63%62%2%0%0%2%5%8%9%14%16%7%3%2%12%11%9%9%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024macaronMhasalargershareofuserswithalowincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers30%33%37%Categoryusers40%34%26%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202418%ofmacaronMusersliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive39%39%36%21%24%25%18%15%16%12%12%12%7%5%4%4%4%4%0%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024macaronMusersaremorelikelytoliveinlargecitiesthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea37%31%31%30%32%31%25%20%18%5%6%4%5%5%5%7%9%0%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202411%ofmacaronMusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers11%86%4%Categoryusers5%89%6%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedCareeradvancementismoreimportanttomacaronMusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea67%67%53%46%45%44%42%41%41%33%17%18%34%30%32%28%20%21%26%23%27%21%37%36%16%10%12%9%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAdvancingmycareerSafetyandsecurityLearningnewthingsMakingmyowndecisionsAnhonestandrespectablelifeSocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FamilyandparentingarerelativelyprevalentinterestsofmacaronMusersConsumerlifestyle:maininterestsTop10interestsofmacaronMusersinKorea54%55%48%39%47%45%46%41%32%18%14%32%31%24%32%27%17%30%30%26%21%30%28%21%28%34%26%26%26%20%Movies,TVshowsTravelFamily&parentingFood&diningVehicles&mobilityFinance&economyScience&technologySportsFashion&beautyArts&literature&music16Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SocializingisarelativelypopularhobbyamongmacaronMusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofmacaronMusersinKorea55%49%42%42%29%23%39%29%21%33%24%20%33%14%9%32%20%18%32%37%30%30%17%11%30%21%14%30%32%27%TravelingOutdooractivitiesVideogamingDoingsportsandfitnessSocializingTech/computersShoppingDIYandarts&craftsPhotographyReading17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024macaronMusersaremorelikelytoplaytabletennisthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofmacaronMusersinKorea25%21%21%21%12%8%12%7%17%13%7%4%18%13%8%16%6%4%14%8%6%14%7%5%14%10%7%11%8%6%BadmintonFitness,aerobics,cardioRunning/joggingTableTennisGolfBasketballHikingSwimming/DivingYoga/pilatesSoccer18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=29macaronMusers,n=854ridesharingusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024macaronMusersaremorelikelytofollowbasketballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbymacaronMusersinKorea19%18%19%16%13%14%14%11%11%11%6%5%8%4%2%1%4%2%9%2%1%9%4%2%7%2%1%7%5%3%BaseballBasketballGolfAmericanfootballMixedMartialArtsSoccerMotorsportsTennisBoxingVolleyball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=17macaronMusers,n=854ridesharingusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat44%ofmacaronMuserscanimagineusingaself-drivingtaxiConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinKorea58%51%49%52%46%44%38%33%35%35%32%32%OwningacarisimportanttomeThepublictransportationsystem23%Icanimagineusingaself-drivingtaxiTherearenotenoughparking25%21%Ispendtoomuchtimecommuting21Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofmacaronMusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea42%37%36%28%29%29%25%18%14%14%12%9%4%2%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofmacaronMusersthinkthatunifyingthecountryisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtomacaronMusers62%58%61%58%44%44%37%31%29%35%37%32%35%35%30%33%30%27%28%38%30%28%26%31%24%25%21%EconomicsituationRisingprices/inflation/18%15%ClimatechangeCrimeUnemploymentEnvironmentHousingUnifyingthecountry18%EducationCivilrights23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,macaronMuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers18%42%40%0%Categoryusers22%46%22%10%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints20%10%21%ismorepopularamongmacaronMusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand74%70%77%71%63%55%53%39%42%39%42%37%37%30%29%16%15%26%25%19%28%21%23%21%26Notes:Sources:7%3%2%InstagramYouTubeFacebookNaverCafeX(Twitter)TikTokKakaoStoryBandClubhouseBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=19macaronMusers,n=422ridesharingusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202421%19%macaronMuserstendtoreadmagazinesmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks91%78%66%79%87%82%75%62%46%70%60%43%49%46%41%46%55%44%44%35%35%33%24%24%25%15%17%16%16%8%6%DigitalvideocontentTVMovies/cinemaDigitalmusiccontentMagazinesRadioOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024macaronMusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswheremacaronMusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks65%50%39%40%18%10%35%28%18%35%34%24%35%15%11%32%40%37%32%25%18%30%22%17%30%11%7%26%16%11%VideoportalsMusicportalsBlogs/forumsSocialmediaWebsitesandappsSearchenginesVideostreamingservicesVideogamesPodcastsEditorialwebsitesofbrandsBrandusersCategoryusersAllrespondentsandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=57macaronMusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024macaronMusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks68%63%54%53%35%24%40%31%22%37%37%30%33%12%9%28%17%12%25%10%9%19%19%14%OnTVAtthemovies/cinemaDirectlyinthestoreOnadvertisingspacesInprintedmagazinesBymailshot/advertisingInprinteddailyOntheradio29Notes:Sources:onth