机构研究报告-韩国平板电脑用户分析报告：Lenovo联想

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:LenovoownersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLenovoownersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLenovoownersinKorea(’’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•KeyinsightsThemarketshareofLenovohasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedLenovo6%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%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=61-90Lenovoowners,n=1467-1572laptopownersSources:ConsumerInsightsGlobalasofAugust2024LenovoownersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLenovoismorepopularamongMillennialsthanotherlaptopbrands.ThereisafairlyevensplitofmaleandfemaleLenovoowners.Lenovohasalargershareofownerswithahighincomethanotherlaptopbrands.34%ofLenovoownersliveinlargeSuccessandcareeradvancementarerelativelyimportanttoLenovoowners.ArtsandliteraturearerelativelyprevalentinterestsofLenovoowners.VideogamingisarelativelypopularhobbyamongLenovoowners.Itstandsoutthatonly70%ofLenovoownerscouldnotlivewithouttheirsmartphone.30%ofLenovoownersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofLenovoownersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.NaverCafeismorepopularamongLenovoownersthantheaveragelaptopowner.Lenovoownersrememberseeingadsonblogsandforumsmoreoftenthanotherlaptopowners.cities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+LenovoismorepopularamongMillennialsthanotherlaptopbrandsDemographicprofile:generationsAgeofconsumersinKoreaBrandusers21%37%40%2%Categoryusers19%31%41%9%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleLenovoownersDemographicprofile:genderGenderofconsumersinKoreaBrandusers48%52%Categoryusers51%49%Allrespondents50%50%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202420%ofLenovoownershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinKorea67%64%62%0%0%0%5%7%8%20%14%16%2%2%2%4%11%9%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LenovohasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers44%35%21%Categoryusers36%37%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,LenovoownersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive41%42%36%20%21%23%25%15%16%10%12%6%SinglehouseholdCouple5%4%2%SingleparentPartners7%3%4%Multi-Twoormore2%2%2%Otherhouseholdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202434%ofLenovoownersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea34%30%31%30%33%31%20%18%15%9%9%9%6%4%6%6%4%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20246%ofLenovoownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers6%87%7%Categoryusers3%90%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoLenovoownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea72%69%67%46%42%41%35%45%44%35%26%27%29%36%36%30%27%32%23%19%18%20%17%21%11%11%12%4%3%4%HavingagoodtimeTobesuccessfulAhappyrelationshipMakingmyowndecisionsAnhonestandrespectablelifeSafetyandsecurityAdvancingmycareerLearningnewthingsSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofLenovoownersConsumerlifestyle:maininterestsTop10interestsofLenovoownersinKorea50%50%45%49%48%41%49%42%39%45%46%39%33%24%20%27%27%26%26%25%24%24%20%18%27%24%25%21%17%14%TravelFinance&economyMovies,TVshowsHealth&fitnessArts&literatureFashion&beautyFood&diningCareer&educationPolitics&societyandcurrentFamily&parenting&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongLenovoownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLenovoownersinKorea39%45%42%32%29%27%33%29%30%27%23%21%24%21%20%23%25%23%20%21%18%14%12%14%11%11%11%11%10%9%TravelingReadingShoppingVideogamingDoingsportsandfitnessOutdooractivitiesTech/computersPhotographyDIYandarts&craftsSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLenovoownersgohikingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLenovoownersinKorea12%14%13%11%7%6%9%5%4%9%9%7%7%5%5%7%8%7%6%6%6%5%10%8%2%7%8%2%3%4%Running/joggingHikingCyclingFitness,aerobics,cardioSwimming/DivingYoga/pilatesSoccerGolfBadmintonDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=28Lenovoowners,n=1467laptopowners,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLenovoownersfollowmotorsportsracesandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLenovoownersinKorea15%12%14%13%13%10%6%5%4%5%4%4%4%5%5%1%1%1%1%1%1%2%2%2%1%2%2%0%1%1%20Notes:Sources:SoccerBaseballGolfMotorsportsAthleticsBoxingTennisBasketballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=14Lenovoowners,n=1467laptopowners,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly70%ofLenovoownerscouldnotlivewithouttheirsmartphoneConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinKorea70%67%62%23%27%22%22%22%19%20%19%16%10%16%14%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofLenovoownersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea34%36%36%29%30%23%25%25%25%12%12%9%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLenovoownersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoLenovoowners66%61%58%61%61%58%38%33%30%35%30%29%34%33%36%32%33%33%32%31%30%29%30%29%26%27%24%22%20%19%EconomicsituationRisingprices/inflation/HousingHealthandsocialsecurityCrimeDefense&foreignaffairsUnemploymentClimatechangeEducationGovernmentdebt24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyLenovoownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers13%57%18%11%Categoryusers17%50%20%12%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints31%19%NaverCafeismorepopularamongLenovoownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand73%71%71%66%60%55%44%29%29%26%23%27%16%30%24%30%21%15%19%15%15%10%7%3%3%7%7%7%27Notes:Sources:YouTubeInstagramNaverCafeBandX(Twitter)FacebookKakaoStoryTikTokDaumCafeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=41Lenovoowners,n=742laptopowners,n=6101allrespondentsConsumerInsightsGlobalasofAugust202416%16%LenovoownerstendtogotothemovieslessoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks78%85%82%78%74%66%52%54%44%45%47%43%41%51%46%34%35%27%18%16%18%21%17%13%15%15%12%16%5%6%6%TVDigitalvideocontentOnlinenewswebsitesDigitalmusiccontentMovies/cinemaRadioDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersrememberseeingadsonblogsandforumsmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLenovoownersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks52%42%39%44%39%37%34%20%18%33%28%25%32%28%24%23%15%11%21%20%18%13%13%11%13%10%10%13%19%17%VideoportalsSearchenginesBlogs/forumsOnlinestoresSocialmediaWebsitesandappsVideostreamingservicesEditorialwebsitesMusicportalsVideogamesofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=82Lenovoowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersrememberadstheysawonTVlessoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks56%54%45%38%34%30%24%25%24%20%25%22%16%13%12%12%13%14%11%10%9%9%9%9%OnTVOnadvertisingAtthemoviesDirectlyinBymailshot/OntheInprintedInprintedspaces/cinemathestoreadvertisingradiodai