机构研究报告-韩国线上沟通软件用户分析报告：iMessage

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:iMessageusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofiMessageusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkiMessageusersinKorea(’’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•KeyinsightsiMessageusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsiMessageismorepopularamongGenerationZthanothermessengerservices.iMessageismorepopularamongfemalemessengerusersthanmalemessengerusers.iMessageusershaveasimilarincomedistributionasmessengerusersinHavingagoodtimeislessimportanttoiMessageusersthantoothermessengerusers.ArtsandliteraturearerelativelyprevalentinterestsofiMessageusers.TravelingisarelativelypopularhobbyamongiMessageusers.Itstandsoutthat52%ofiMessageusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.24%ofiMessageusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofiMessageusersthinkthattheenvironmentisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongiMessageusersthantheaveragemessengeruser.iMessageusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusers.general.iMessageusersaremorelikelytoliveinmegacitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+iMessageismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers38%45%17%0%Categoryusers21%32%39%8%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024iMessageismorepopularamongfemalemessengerusersthanmalemessengerusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers38%62%Categoryusers50%50%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusershaveasimilarincomedistributionasmessengerusersingeneralDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers30%37%33%Categoryusers32%35%33%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytoliveinmegacitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea43%27%28%31%33%31%17%18%4%6%6%7%6%5%7%9%9%12%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20242%ofiMessageusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers2%93%5%Categoryusers3%90%7%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoiMessageusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%67%58%40%42%44%42%37%41%35%28%27%33%33%36%32%27%32%26%21%21%23%19%18%15%12%12%4%4%4%HavingagoodtimeAhappyrelationshipTobesuccessfulMakingmyowndecisionsAnhonestandrespectablelifeSafetyandsecurityLearningnewthingsAdvancingmycareerSocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofiMessageusersConsumerlifestyle:maininterestsTop10interestsofiMessageusersinKorea58%44%45%49%40%39%48%44%41%43%41%40%39%38%38%38%27%26%20%20%27%24%27%25%26%25%21%25%21%21%TravelMovies,TVshowsFinance&economyFashion&beautyHealth&fitnessArts&literatureFood&diningPolitics&societyandcurrentSportsScience&technology16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202415%TravelingisarelativelypopularhobbyamongiMessageusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofiMessageusersinKorea58%42%42%39%31%30%37%26%27%33%24%23%29%15%14%27%18%18%25%12%11%25%20%25%25%20%17%21%21%TravelingShoppingReadingOutdoorPhotographyTech/DIYandDoingsportsPetsVideogamingactivitiescomputersarts&craftsandfitness17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytodofitness,aerobics,cardiothanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofiMessageusersinKorea25%16%18%13%14%13%13%13%12%11%11%8%7%5%5%8%8%4%4%7%7%8%8%5%4%7%6%8%7%6%Running/joggingFitness,aerobics,cardioSwimming/DivingBadmintonDancingYoga/pilatesGolfBasketballSoccerHiking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=42iMessageusers,n=1016messengerusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytofollowbasketballthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyiMessageusersinKorea19%18%17%16%14%13%12%6%5%9%4%2%8%5%4%8%4%3%7%3%2%7%2%1%5%1%1%5%2%1%19Notes:Sources:SoccerBaseballBasketballMixedGolfVolleyballTennisWintersportsAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=25iMessageusers,n=1016messengerusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024BoxingCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat52%ofiMessageusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainKorea54%52%47%47%49%39%38%32%28%27%20%14%13%9%9%Idon’tmindadvertisingifIgetfreecontentinreturnIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedIamoftenannoyedbyadvertisingontheinternetIamexcitedaboutusingthemetaverse(immersivevirtualworld)Idon’tmindwhencompaniesusemypersonaldata21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofiMessageusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea33%34%36%24%23%29%29%27%25%20%10%9%0%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofiMessageusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoiMessageusers60%62%58%60%58%52%38%34%30%37%35%33%37%25%27%36%32%30%34%29%32%31%28%29%29%29%29%26%20%19%EconomicsituationRisingprices/inflation/HousingDefense&foreignaffairsEnvironmentUnemploymentCrimeClimatechangeHealthandsocialsecurityGovernmentdebt23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024iMessageusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers20%48%18%14%Categoryusers18%45%22%15%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints55%32%16%17%X(Twitter)ismorepopularamongiMessageusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand80%74%71%74%55%43%30%40%16%38%30%29%34%15%31%24%23%23%20%17%19%19%YouTubeInstagram8%7%6%5%FacebookX(Twitter)NaverCafeTikTokBandKakaoStoryBlindBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1016messengerusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202471%44%47%18%13%16%iMessageuserstendtolistentodigitalmusiccontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks85%81%82%82%74%66%66%43%46%53%51%44%41%34%35%28%27%26%24%17%16%17%15%16%16%6%6%DigitalvideocontentTVDigitalmusiccontentMovies/cinemaOnlinenewswebsitesRadioOnlinemagazinesPodcastsMagazinesDailynewspapersWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereiMessageusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks55%53%44%39%26%24%39%41%37%38%19%18%37%29%25%34%21%18%33%20%17%29%13%11%26%12%10%24%11%11%VideoportalsSocialmediaSearchenginesVideostreamingservicesOnlinestoresBlogs/forumsVideogamesWebsitesandappsMusicportalsEditorialwebsitesofbrandsandapps28Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersrememberadstheysawin/atthemovies/cinemamoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks63%55%54%47%38%37%26%24%22%22%31%30%27%16%14%19%12%12%17%9%9%15%10%9%OnTVAtthemovies/cinemaDirectlyinthestoreOnadvertisingspacesOntheradioBymailshot/advertisingInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=95iMessageusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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