机构研究报告-韩国拼车软件用户分析报告：Uber优步

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:UberusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofUberusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkUberusersinKorea(’’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•KeyinsightsThemarketshareofUberhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofridesharingusersusingUber12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=39-106Uberusers,n=740-890ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024UberusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsUberismorepopularamongGenerationZthanotherridesharingservices.ThereisafairlyevensplitofmaleandfemaleUberusers.UberusershaveasimilarincomedistributionasridesharingusersinHavingagoodtimeislessimportanttoUberusersthantootherridesharingusers.ScienceandtechnologyarerelativelyprevalentinterestsofUberusers.VideogamingisarelativelypopularhobbyamongUberusers.Itstandsoutthat63%ofUberuserssaythatowningacarisimportanttothem.28%ofUberusersareinnovatorsorearlyadoptersofnewproducts.TheeconomicsituationisofparticularconcerntoUberusers.BlindismorepopularamongUberusersthantheaverageridesharinguser.Uberusersrememberseeingadsonblogsandforumsmoreoftenthanotherridesharingusers.general.22%ofUberusersliveincitieswithover1millioninhabitants.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+UberismorepopularamongGenerationZthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers34%43%21%2%Categoryusers22%36%34%8%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleUberusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers49%51%Categoryusers51%49%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202418%ofUberusershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinKorea60%63%62%0%0%0%2%5%8%18%14%16%4%3%2%13%11%9%3%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UberusershaveasimilarincomedistributionasridesharingusersingeneralDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%33%27%Categoryusers40%34%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofUberusersliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive37%39%36%25%24%25%17%15%16%13%12%12%1%5%4%6%4%4%1%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofUberusersliveincitieswithover1millioninhabitantsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea31%31%31%32%31%27%22%20%18%9%9%5%5%6%5%5%5%7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20242%ofUberusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers2%89%8%Categoryusers5%89%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoUberusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea67%67%55%45%41%41%44%45%44%34%34%32%29%37%36%25%17%18%26%25%27%24%20%21%14%10%12%4%3%4%HavingagoodtimeTobesuccessfulAhappyrelationshipSafetyandsecurityAnhonestandrespectablelifeAdvancingmycareerMakingmyowndecisionsLearningnewthingsSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofUberusersConsumerlifestyle:maininterestsTop10interestsofUberusersinKorea51%55%45%49%48%39%48%44%39%47%46%41%37%26%21%36%28%21%35%26%20%34%27%17%33%31%24%32%22%18%TravelMovies,TVshowsHealth&fitnessFinance&economyScience&technologySportsArts&literatureVehicles&mobilityFood&diningCareer&education17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongUberusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofUberusersinKorea52%55%42%48%37%30%46%29%21%41%29%23%37%24%20%34%20%18%33%21%14%33%32%27%28%20%13%27%19%15%TravelingShoppingVideogamingOutdooractivitiesDoingsportsandfitnessTech/computersPhotographyReadingCars/vehiclesPets18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UberusersaremorelikelytoplaybadmintonthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofUberusersinKorea27%25%17%20%19%19%17%12%8%13%10%7%12%7%13%8%8%6%13%6%4%13%8%6%12%5%4%11%7%5%BadmintonRunning/joggingYoga/pilatesFitness,aerobics,cardioGolfSoccerBasketballHikingDancingSwimming/Diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=53Uberusers,n=854ridesharingusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024UberusersaremorelikelytofollowbasketballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyUberusersinKorea26%22%19%18%14%13%15%15%8%9%9%8%6%5%4%4%2%5%3%4%2%4%2%1%4%1%1%4%2%1%20Notes:Sources:SoccerBaseballBasketballGolfTennisVolleyballMixedAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=34Uberusers,n=854ridesharingusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024Athletics(track&field)BoxingCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat63%ofUberuserssaythatowningacarisimportanttothemConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinKorea63%61%51%38%52%46%44%33%40%35%32%34%OwningacarisimportanttomeThepublictransportationsystem23%Icanimagineusingaself-drivingtaxiTherearenotenoughparking25%21%Ispendtoomuchtimecommuting22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofUberusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea37%37%36%27%29%29%25%21%18%14%14%239%1%2%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TheeconomicsituationisofparticularconcerntoUberusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoUberusers64%62%58%59%61%58%36%38%30%34%31%29%34%30%27%32%31%29%32%35%30%29%37%33%29%31%24%28%37%32%EconomicsituationRisingprices/inflation/HousingClimatechangeEnvironmentHealthandsocialsecurityUnemploymentDefense&foreignaffairsEducationCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyUberusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers16%49%27%7%Categoryusers22%46%22%10%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsUberuserstendtolistentodigitalmusiccontentmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks89%87%82%81%78%77%76%66%60%62%57%55%43%46%44%40%41%35%39%38%24%16%24%24%21%23%19%17%15%16%17%8%6%TVDigitalvideocontentDigitalmusiccontentMovies/cinemaOnlinenewswebsitesRadioOnlinemagazinesPodcastsMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=95Uberusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UberusersrememberseeingadsonblogsandforumsmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereUberusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks58%50%39%46%28%18%44%35%25%37%40%37%37%34%24%36%25%18%34%22%17%31%18%10%26%16%11%24%15%11%VideoportalsBlogs/forumsOnlinestoresSearchenginesSocialmediaVideostreamingservicesVideogamesMusicportalsEditorialwebsitesWebsitesandappsandappsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’