机构研究报告-韩国平板电脑用户分析报告：LG

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:LGownersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLGownersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLGownersinKorea(’’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•KeyinsightsThemarketshareofLGhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedLG27%28%30%29%29%30%29%29%31%30%30%30%29%28%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412-465LGowners,n=1467-1572laptopownersSources:ConsumerInsightsGlobalasofAugust2024LGownersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofLGownersandlaptopownersoverallisfairlysimilar.54%ofLGownersarefemale.LGhasalargershareofownerswithahighincomethanotherlaptopbrands.LaptopownersingeneralandLGownersspecifically,liveinsimilartypeofcommunities.Havingagoodtimeisanimportantaspectoflifefor70%ofLGowners.LGownersaremorelikelytobeinterestedinfinanceandeconomythantheaverageconsumer.ReadingisarelativelypopularhobbyamongLGowners.30%ofLGownersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoice.38%ofLGownersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofLGownersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.72%ofLGconsumersareactiveonYouTube.LGownersrememberseeingadsonvideostreamingservicesmoreoftenthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofLGownersandlaptopownersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinKoreaBrandusers17%30%41%11%Categoryusers19%31%41%9%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202454%ofLGownersarefemaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers46%54%Categoryusers51%49%Allrespondents50%50%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202411%80%ofLGownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea69%64%62%0%0%0%5%7%8%14%14%16%1%2%2%9%9%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LGhasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers41%37%22%Categoryusers36%37%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LaptopownersingeneralandLGownersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea31%30%31%33%33%31%18%20%18%10%9%9%4%4%6%3%4%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20243%ofLGownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers3%91%6%Categoryusers3%90%6%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeisanimportantaspectoflifefor70%ofLGownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea70%69%67%46%45%44%42%39%41%38%36%36%30%27%32%27%26%27%20%19%18%20%20%21%11%10%12%2%3%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsAdvancingmycareerLearningnewthingsSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LGownersaremorelikelytobeinterestedinfinanceandeconomythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofLGownersinKorea52%48%41%50%50%45%47%46%39%44%42%39%31%27%25%27%25%21%26%27%26%25%25%24%25%23%21%23%24%20%Finance&economyTravelHealth&fitnessMovies,TVshowsPolitics&societyandcurrentScience&technologyFashion&beautyFood&diningSportsArts&literature17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ReadingisarelativelypopularhobbyamongLGownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLGownersinKorea47%45%42%32%33%30%32%29%27%26%25%23%23%21%20%23%21%21%20%21%18%16%15%15%15%13%13%14%13%13%TravelingShoppingReadingOutdooractivitiesDoingsportsandfitnessVideogamingTech/computersPetsCooking/bakingCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20245%ArelativelylargeshareofLGownersplaygolfConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLGownersinKorea14%14%13%12%10%8%9%7%6%9%9%7%8%8%7%7%7%8%6%6%6%5%5%5%4%4%3%4%4%Running/joggingGolfHikingFitness,aerobics,cardioYoga/pilatesBadmintonSoccerSwimming/DivingCyclingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=159LGowners,n=1467laptopowners,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLGownersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLGownersinKorea17%15%14%15%13%13%6%5%5%6%5%4%3%3%3%2%2%2%2%2%2%1%1%1%1%1%1%1%1%1%20Notes:Sources:SoccerBaseballBasketballGolfVolleyballMixedTennisMotorsportsAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=102LGowners,n=1467laptopowners,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024BoxingCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2130%ofLGownersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinKorea70%67%62%30%27%22%23%22%19%19%19%16%17%16%14%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofLGownersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea38%36%36%29%23%25%25%25%25%12%12%9%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLGownersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoLGowners67%61%58%62%61%58%39%36%33%34%33%30%33%29%27%32%33%32%31%31%30%30%30%29%30%28%29%26%27%24%EconomicsituationRisingprices/inflation/Defense&foreignaffairsHousingEnvironmentCrimeUnemploymentClimatechangeHealthandsocialsecurityEducation24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202447%ofLGownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers21%47%21%12%Categoryusers17%50%20%12%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints72%ofLGconsumersareactiveonYouTubeMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand72%73%71%60%55%55%33%31%29%30%29%30%26%26%23%20%21%19%20%19%16%15%12%15%7%5%5%6%7%7%27Notes:Sources:YouTubeInstagramNaverCafeFacebookBandKakaoStoryX(Twitter)TikTokEverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=203LGowners,n=742laptopowners,n=6101allrespondentsConsumerInsightsGlobalasofAugust202489%ofLGownerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks89%85%82%79%74%66%58%54%44%52%51%46%51%47%43%37%34%35%24%21%16%23%18%17%20%16%16%18%15%15%8%6%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaDigitalmusiccontentRadioOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LGownersrememberseeingadsonvideostreamingservicesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLGownersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks42%42%39%41%39%37%29%28%25%26%28%24%24%20%18%21%20%18%17%19%17%15%15%11%12%13%11%11%8%7%VideoportalsSearchenginesOnlinestoresSocialmediaVideostreamingservicesBlogs/forumsVideogamesWebsitesandappsEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202425%14%Non-digitaladvertisingtouchpointsofLGownersaresimilartothoseofalllaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks57%56%54%33%34%30%25%25%22%24%24%15%13%13%13%12%11%9%9%11%10%9%OnTVOnadvertisingspacesDirectlyinthestoreAtthemovies/cinemaOntheradioBymailshot/advertisingInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=412LGowners,n=1,467laptopowners,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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