机构研究报告-韩国平板电脑用户分析报告：ASUS华硕

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&BRANDSLaptops:ASUSownersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofASUSownersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkASUSownersinKorea(’’brandusers’’)againstKoreanlaptopownersingeneral(’’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•KeyinsightsThemarketshareofASUShasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedASUS7%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%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%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%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%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=59-99ASUSowners,n=1467-1572laptopownersSources:ConsumerInsightsGlobalasofAugust2024ASUSownersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsASUSismorepopularamongMillennialsthanotherlaptopbrands.55%ofASUSownersaremale.Consumerswithamediumhouseholdincomemakeup36%ofASUSowners.ASUSownersaremorelikelytoliveinmegacitiesthanlaptopownersingeneral.SocialjusticeismoreimportanttoASUSownersthantootherlaptopowners.GamingandeSportsarerelativelyprevalentinterestsofASUSowners.VideogamingisarelativelypopularhobbyamongASUSowners.Itstandsoutthat41%ofASUSownerswouldlovetocontroltheirhomeviasmartphoneorvoice.21%ofASUSownersareinnovatorsorearlyadoptersofnewproducts.Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoASUSowners.FacebookismorepopularamongASUSownersthantheaveragelaptopowner.ASUSownersrememberseeingadsinvideoportalsmoreoftenthanotherlaptopowners.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ASUSismorepopularamongMillennialsthanotherlaptopbrandsDemographicprofile:generationsAgeofconsumersinKoreaBrandusers20%42%30%8%Categoryusers19%31%41%9%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202455%ofASUSownersaremaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers55%45%Categoryusers51%49%Allrespondents50%50%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202479%ofASUSownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea65%64%62%1%0%0%7%7%8%13%14%16%0%2%2%13%11%9%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithamediumhouseholdincomemakeup36%ofASUSownersDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%36%29%Categoryusers36%37%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,ASUSownersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive42%36%36%20%22%23%25%15%16%10%10%12%6%5%4%2%3%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ASUSownersaremorelikelytoliveinmegacitiesthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea37%30%31%33%31%23%20%20%18%14%9%9%3%4%6%3%4%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20243%ofASUSownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers3%91%6%Categoryusers3%90%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeismoreimportanttoASUSownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%64%67%41%42%45%41%40%44%36%34%36%32%26%27%27%20%21%30%32%25%20%11%12%19%14%18%4%3%4%HavingagoodtimeTobesuccessfulAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsSafetyandsecuritySocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024GamingandeSportsarerelativelyprevalentinterestsofASUSownersConsumerlifestyle:maininterestsTop10interestsofASUSownersinKorea52%48%41%44%46%39%41%50%45%36%42%39%34%25%24%28%28%25%21%26%24%20%25%23%21%27%24%26%15%14%Finance&economyHealth&fitnessTravelMovies,TVshowsFood&diningGaming&eSportsScience&technologyArts&literatureSportsFashion&beauty17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongASUSownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofASUSownersinKorea45%42%31%25%23%31%23%21%28%21%18%28%27%33%30%25%21%20%23%29%27%22%14%14%20%15%15%19%13%13%OutdooractivitiesVideogamingTech/computersTravelingShoppingDoingsportsandfitnessReadingPhotographyPetsCooking/baking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownersaremorelikelytogocyclingthanotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofASUSownersinKorea17%14%13%13%9%7%10%5%4%10%10%8%10%6%6%9%7%6%8%8%7%7%4%4%5%5%5%5%3%3%Running/joggingFitness,aerobics,cardioCyclingGolfSoccerHikingYoga/pilatesBasketballSwimming/DivingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=40ASUSowners,n=1467laptopowners,n=4,027allrespondentsConsumerInsightsGlobalasofAugust20241%15%ofASUSownersfollowbaseballConsumerlifestyle:sportsfollowedTop10sportsfollowedbyASUSownersinKorea15%13%13%14%15%14%8%5%5%6%5%4%4%1%1%3%2%2%2%1%1%2%1%1%2%3%3%1%1%BaseballSoccerBasketballGolfAmericanfootballMixedMartialArtsCyclingMotorsportsVolleyballAthletics(track&field)20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=24ASUSowners,n=1467laptopowners,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat41%ofASUSownerswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinKorea67%62%53%41%27%22%28%22%19%24%16%14%24%19%16%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolformeIbuynewelectronics,evenwhenmyoldmodelstillworks22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofASUSownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea36%36%33%27%25%29%25%25%17%19%12%9%4%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoASUSownersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoASUSowners66%61%58%64%61%58%36%33%32%34%36%33%34%33%30%32%31%30%30%30%29%29%30%29%29%29%27%26%27%24%EconomicsituationRisingprices/inflation/CrimeDefense&foreignaffairsHousingUnemploymentHealthandsocialsecurityClimatechangeEnvironmentEducation24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ASUSownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers16%48%21%16%Categoryusers17%50%20%12%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints19%FacebookismorepopularamongASUSownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand73%65%71%63%60%55%43%30%30%31%16%27%26%23%24%31%21%19%18%29%15%10%15%8%4%5%8%5%5%27Notes:Sources:YouTubeInstagramFacebookX(Twitter)BandKakaoStoryNaverCafeTikTokBlindEverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=49ASUSowners,n=742laptopowners,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownerstendtowatchTVlessoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks78%74%76%85%82%66%49%47%43%48%54%44%47%51%46%34%34%35%23%18%17%23%21%16%21%16%16%18%15%15%5%6%6%DigitalvideocontentTVDigitalmusiccontentOnlinenewswebsitesMovies/cinemaRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownersrememberseeingadsinvideoportalsmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereASUSownersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks51%42%39%39%36%37%31%28%24%29%28%25%27%20%18%26%20%18%22%15%11%19%19%17%17%13%11%13%10%10%VideoportalsSearchenginesSocialmediaOnlinestoresBlogs/forumsVideostreamingservicesWebsitesandappsVideogamesEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=96ASUSowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownersrememberadstheysawonTVlessoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks56%54%48%39%34%30%28%25%22%26%25%24%20%13%14%18%13%12%16%10%9%14%9%9%OnTVOnadvertisingspacesDirectlyinthestoreAtthemovies/cinemaOntheradioBymailshot/advertisingInprinteddailyInprintedmagazi