机构研究报告-韩国线上沟通软件用户分析报告：FaceTime

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&BRANDSMessengers:FaceTimeusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFaceTimeusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFaceTimeusersinKorea(’’brandusers’’)againstKoreanmessengerusersingeneral(’’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•KeyinsightsFaceTimeusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsFaceTimeismorepopularamongGenerationZthanothermessengerservices.FaceTimeismorepopularamongfemalemessengerusersthanmalemessengerusers.FaceTimehasalargershareofuserswithahighincomethanothermessengerservices.HavingagoodtimeislessimportanttoFaceTimeusersthantoothermessengerusers.ArtsandliteraturearerelativelyprevalentinterestsofFaceTimeusers.DIYandarts&craftsarerelativelypopularhobbiesamongFaceTimeusers.Itstandsoutthat51%ofFaceTimeusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.23%ofFaceTimeusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofFaceTimeusersthinkthatcrimeisanissuethatneedstobeaddressed.TikTokismorepopularamongFaceTimeusersthantheaveragemessengeruser.FaceTimeusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusers.FaceTimeusersaremorelikelytoliveinmegacitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+FaceTimeismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers40%46%11%3%Categoryusers21%32%39%8%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeismorepopularamongfemalemessengerusersthanmalemessengerusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers37%63%Categoryusers50%50%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimehasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%28%32%Categoryusers32%35%33%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,FaceTimeusersarerelativelylikelytoliveinasingleparenthouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive38%35%36%24%24%25%17%18%16%12%12%7%9%5%4%4%4%4%1%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytoliveinmegacitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea44%27%28%31%33%31%17%18%6%6%6%4%6%5%7%9%9%12%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20246%ofFaceTimeusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers6%90%4%Categoryusers3%90%7%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoFaceTimeusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%67%56%43%42%41%40%39%44%33%34%36%27%27%21%32%27%32%28%27%27%HavingagoodtimeTobesuccessfulAhappyrelationshipAnhonestandrespectablelife19%18%Advancingmycareer21%LearningnewthingsSafetyandsecurityMakingmyowndecisions12%14%12%7%4%4%SocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofFaceTimeusersConsumerlifestyle:maininterestsTop10interestsofFaceTimeusersinKorea53%44%45%47%40%39%44%40%39%41%44%41%41%38%27%26%20%20%33%27%24%32%27%25%30%21%21%29%25%21%TravelMovies,TVshowsHealth&fitnessFashion&beautyFinance&economyArts&literatureFood&diningPolitics&societyandcurrentScience&technologySports16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024DIYandarts&craftsarerelativelypopularhobbiesamongFaceTimeusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFaceTimeusersinKorea49%42%42%38%26%27%36%31%30%32%15%14%32%21%21%30%12%11%30%24%23%27%14%13%26%17%15%26%18%18%TravelingReadingShoppingPhotographyVideogamingDIYandarts&craftsOutdooractivitiesCooking/bakingPetsTech/computers17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytogodancingthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFaceTimeusersinKorea23%16%13%17%17%14%14%13%12%11%11%11%8%8%4%4%8%7%8%8%5%4%5%5%4%4%7%6%5%4%Running/joggingBadmintonDancingFitness,aerobics,cardioGolfBasketballSwimming/DivingCyclingSoccerTableTennis18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=36FaceTimeusers,n=1016messengerusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytofollowtennisthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFaceTimeusersinKorea23%18%18%16%14%13%12%12%11%11%6%5%5%4%4%2%3%2%8%1%1%8%2%1%7%1%1%7%2%1%SoccerBaseballBasketballGolfMixedMartialArtsTennisAmericanfootballWintersportsAthletics(track&field)Boxing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=26FaceTimeusers,n=1016messengerusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat51%ofFaceTimeusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainKorea53%51%47%49%39%38%32%28%36%30%24%14%13%9%9%Idon’tmindadvertisingifIgetfreecontentinreturnIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedIamoftenannoyedbyadvertisingontheinternetIamexcitedaboutusingthemetaverse(immersivevirtualworld)Idon’tmindwhencompaniesusemypersonaldata21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202423%ofFaceTimeusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea36%34%36%23%20%29%29%21%27%25%10%9%0%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFaceTimeusersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoFaceTimeusers62%58%60%58%52%47%40%34%30%39%29%32%36%32%30%33%35%33%31%25%27%27%22%24%29%26%29%23%20%19%EconomicsituationRisingprices/inflation/HousingCrimeUnemploymentDefense&foreignaffairsEnvironmentEducationHealthandsocialsecurityGovernmentdebt23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,FaceTimeuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers19%39%28%14%Categoryusers18%45%22%15%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints55%32%17%16%17%30%TikTokismorepopularamongFaceTimeusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand71%74%69%71%55%50%30%38%29%38%15%33%16%31%24%23%27%19%21%21%5%5%8%7%26Notes:Sources:InstagramYouTubeFacebookNaverCafeTikTokX(Twitter)BandKakaoStoryEverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1016messengerusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202471%44%47%34%16%17%13%18%FaceTimeuserstendtolistentodigitalmusiccontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks80%78%82%82%66%68%68%43%46%54%51%44%43%35%39%34%15%28%27%16%17%16%21%6%6%DigitalvideocontentTVDigitalmusiccontentMovies/cinemaOnlinenewswebsitesRadioMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFaceTimeusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks47%44%39%39%19%18%38%21%18%38%26%24%36%41%37%33%29%25%32%20%17%30%26%24%VideoportalsVideostreamingservicesBlogs/forums12%11%11%10%SocialmediaSearchenginesOnlinestoresVideogamesMusicportalsEditorialwebsites10%10%Newslettersandapps28Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersrememberadstheysawin/atthemovies/cinemamoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks51%55%54%44%36%36%26%24%22%22%31%30%28%16%14%24%10%9%22%9%9%19%12%12%OnTVAtthemovies/cinemaDirectlyinthestoreOnadvertisingspacesOntheradioInprinteddailyInprintedmagazinesBymailshot/advertisingonthegonewspapersandjournalsmail29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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