机构研究报告-韩国拼车软件用户分析报告：UT

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:UTusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofUTusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkUTusersinKorea(’’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•KeyinsightsThemarketshareofUThasdeclinedcomparedto2022Q1Managementsummary:brandusagetimelineTimelineofridesharingusersusingUT16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%52022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=32-132UTusers,n=205-890ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024UTusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsUTismorepopularamongMillennialsthanotherridesharingservices.54%ofUTusersarefemale.UThasasmallershareofuserswithamediumhouseholdincomethanotherridesharingservices.UTusersaremorelikelytoliveinlargeAnhonestandrespectablelifeislessimportanttoUTusersthantootherridesharingusers.ArtsandliteraturearerelativelyprevalentinterestsofUTusers.VideogamingisarelativelypopularhobbyamongUTusers.Itstandsoutthat43%ofUTuserscanimagineusingaself-drivingtaxi.20%ofUTusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofUTusersthinkthatclimatechangeisanissuethatneedstobeaddressed.InstagramismorepopularamongUTusersthantheaverageridesharinguser.UTusersrememberhearingadsinpodcastsmoreoftenthanotherridesharingusers.citiesthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+UTismorepopularamongMillennialsthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers30%46%23%2%Categoryusers22%36%34%8%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202454%ofUTusersarefemaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers46%54%Categoryusers51%49%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofUTusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea64%63%62%0%0%0%3%5%8%11%14%16%6%3%2%12%11%9%3%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UThasasmallershareofuserswithamediumhouseholdincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers43%31%27%Categoryusers40%34%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoridesharingusersoverall,UTusersarerelativelyunlikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive39%36%30%24%24%25%17%15%16%12%12%12%8%5%4%7%4%4%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024UTusersaremorelikelytoliveinlargecitiesthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea38%36%31%31%32%31%20%18%3%5%6%4%5%5%7%7%9%11%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20248%ofUTusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers8%86%6%Categoryusers5%89%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoUTusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea67%63%67%45%43%44%42%41%41%37%34%37%32%31%36%27%26%27%23%17%18%23%20%21%7%10%12%5%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsAdvancingmycareerLearningnewthingsSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofUTusersConsumerlifestyle:maininterestsTop10interestsofUTusersinKorea57%57%55%48%39%45%46%41%41%39%31%24%38%34%26%37%44%39%36%26%20%33%26%21%31%28%21%28%29%25%Movies,TVshowsTravelFinance&economyFood&diningFashion&beautyHealth&fitnessArts&literatureScience&technologySportsPolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsVideogamingisarelativelypopularhobbyamongUTusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofUTusersinKorea55%55%42%43%37%30%41%29%21%34%29%23%33%32%27%31%24%20%30%20%18%30%19%15%28%17%13%24%20%13%TravelingShoppingVideogamingOutdooractivitiesReadingDoingsportsandfitnessTech/computersPetsCooking/bakingCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UTusersaremorelikelytodoyogaorpilatesthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofUTusersinKorea22%21%20%17%17%17%13%12%8%10%7%12%7%13%8%13%8%6%11%6%4%11%5%4%11%8%6%10%7%5%Running/joggingBadmintonYoga/pilatesFitness,aerobics,cardioGolfHikingCyclingDancingSoccerSwimming/Diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=53UTusers,n=854ridesharingusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024UTusersaremorelikelytofollowbasketballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyUTusersinKorea22%22%18%19%13%14%13%11%8%4%6%5%9%4%2%7%5%3%5%2%1%5%4%2%3%1%1%3%2%1%BaseballSoccerGolfBasketballTennisVolleyballAmericanfootballMixedMartialArtsAthletics(track&field)Boxing20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=36UTusers,n=854ridesharingusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat43%ofUTuserscanimagineusingaself-drivingtaxiConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinKorea61%51%56%52%38%46%43%33%23%41%35%32%30%25%21%OwningacarisimportanttomeThepublictransportationsystemIcanimagineusingaself-drivingtaxiTherearenotenoughparkingIspendtoomuchtimecommuting22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofUTusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea40%37%36%29%29%25%20%19%18%20%14%9%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofUTusersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoUTusers62%61%58%59%62%58%40%31%29%38%37%32%37%37%33%35%38%30%33%35%30%31%31%24%28%30%27%31%25%29%Risingprices/inflation/EconomicsituationClimatechangeCrimeDefense&foreignaffairsHousingUnemploymentEducationEnvironmentHealthandsocialsecuritycostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024UTusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers18%50%23%9%Categoryusers22%46%22%10%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints19%21%UTuserstendtolistentopodcastsmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks90%78%66%87%87%82%75%60%69%62%56%55%43%46%44%44%41%35%39%24%30%30%30%24%17%16%15%16%10%8%6%DigitalvideocontentTVDigitalmusiccontentMovies/cinemaOnlinenewswebsitesRadioPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UTusersrememberhearingadsinpodcastsmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereUTusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks61%50%39%41%35%25%38%28%18%37%40%37%35%34%24%30%22%17%30%25%18%28%18%22%21%16%10%11%7%11%VideoportalsOnlinestoresBlogs/forumsSearchenginesSocialmediaVideogamesVideostreamingservicesMusicportalsPodcastsEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=115UTusers,n=854ridesharingusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024UTusersrememberadstheysawinprinteddailynewspapersmoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks69%63%54%43%35%42%37%30%37%31%24%22%23%19%14%22%17%12%22%10%9%17%12%9%OnTVAtthemoviesOnadvertisingDirectlyinOntheBymailshot/InprintedInprinted/cinemaspacesthestoreradioadvertisingdailymagazinesonthegomailnewspap