机构研究报告-韩国线上沟通软件用户分析报告：KakaoTalk

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:KakaoTalkusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofKakaoTalkusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkKakaoTalkusersinKorea(’’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•KeyinsightsKakaoTalkusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofKakaoTalkusersandmessengerusersoverallisfairlysimilar.ThereisafairlyevensplitofmaleandfemaleKakaoTalkusers.Consumerswithamediumhouseholdincomemakeup39%ofKakaoTalkusers.MessengerusersingeneralandSimilaraspectsoflifeareimportanttoKakaoTalkusersandothermessengerusers.FinanceandeconomyarerelativelyprevalentinterestsofKakaoTalkusers.TravelingisarelativelypopularhobbyamongKakaoTalkusers.Itstandsoutthat44%ofKakaoTalkusersdon’tmindadvertisingiftheygetfreecontentinreturn.12%ofKakaoTalkusersareinnovatorsorearlyadoptersofnewproducts.Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoKakaoTalkusers.YouTubeismorepopularamongKakaoTalkusersthantheaveragemessengeruser.KakaoTalkusersrememberseeingadsonsearchenginesmoreoftenthanothermessengerusers.KakaoTalkusersspecifically,liveinasimilartypeofcommunitiy.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofKakaoTalkusersandmessengerusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinKoreaBrandusers20%33%38%9%Categoryusers21%32%39%8%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleKakaoTalkusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers51%49%Categoryusers50%50%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202476%ofKakaoTalkusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea64%62%62%1%1%0%7%8%8%14%14%16%2%2%2%11%11%9%1%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithamediumhouseholdincomemakeup39%ofKakaoTalkusersDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers32%39%30%Categoryusers32%35%33%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofKakaoTalkusersandmessengerusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive36%35%36%24%24%25%18%18%16%11%12%12%4%5%4%4%4%4%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MessengerusersingeneralandKakaoTalkusersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea28%28%31%33%33%31%18%17%18%8%9%9%6%6%6%6%6%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20243%ofKakaoTalkusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers3%92%6%Categoryusers3%90%7%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSimilaraspectsoflifeareimportanttoKakaoTalkusersandothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea70%69%67%42%42%40%41%41%44%33%34%36%32%31%32%28%28%27%21%21%21%19%19%18%12%11%12%3%4%4%HavingagoodtimeTobesuccessfulAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsAdvancingmycareerSocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofKakaoTalkusersConsumerlifestyle:maininterestsTop10interestsofKakaoTalkusersinKorea49%44%41%48%44%45%44%40%39%43%40%39%30%27%26%29%27%24%29%27%25%28%25%21%23%21%21%22%20%20%Finance&economyTravelMovies,TVshowsHealth&fitnessFashion&beautyFood&diningPolitics&societyandcurrentSportsScience&technologyArts&literature16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongKakaoTalkusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofKakaoTalkusersinKorea46%42%42%33%31%30%28%26%27%25%24%23%23%20%20%22%21%21%21%18%18%18%17%15%16%15%14%15%14%13%TravelingShoppingReadingOutdoorDoingsportsVideogamingTech/PetsPhotographyCooking17Notes:Sources:activitiesandfitnesscomputersBrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024/bakingArelativelylargeshareofKakaoTalkusersgorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofKakaoTalkusersinKorea19%16%13%9%8%8%9%8%7%9%7%7%8%8%8%8%7%6%7%7%6%6%5%5%6%5%4%6%5%4%Running/joggingGolfFitness,aerobics,cardioYoga/pilatesBadmintonHikingSoccerSwimming/DivingBasketballTableTennis18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=289KakaoTalkusers,n=1016messengerusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKakaoTalkusersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyKakaoTalkusersinKorea21%18%18%16%14%13%7%6%5%5%5%4%5%4%3%5%4%2%3%3%2%2%2%1%2%2%1%1%1%1%SoccerBaseballBasketballGolfVolleyballMixedMartialArtsTennisWintersportsBoxingAmericanfootball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=214KakaoTalkusers,n=1016messengerusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat44%ofKakaoTalkusersdon’tmindadvertisingiftheygetfreecontentinreturnConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainKorea49%47%49%44%39%38%34%32%28%15%14%13%9%9%9%IamoftenannoyedIdon’tmindIhaveboughtproductsIamexcitedaboutusingIdon’tmindwhenbyadvertisingonadvertisingifIgetbecausecelebritiesorthemetaversecompaniesusetheinternetfreecontentinreturninfluencersadvertised(immersivevirtualworld)themmypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202412%ofKakaoTalkusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea33%34%36%28%29%29%27%27%25%11%10%9%221%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoKakaoTalkusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoKakaoTalkusers66%62%58%63%60%58%38%35%33%37%34%30%34%32%30%31%29%29%29%29%32%29%28%29%27%25%27%22%24%24%EconomicRisingpricesDefense&HousingUnemploymentHealthandCrimeClimatechangeEnvironmentEducationsituation/inflation/foreignaffairssocialsecurity23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024KakaoTalkusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers19%47%21%13%Categoryusers18%45%22%15%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongKakaoTalkusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand81%74%71%62%55%55%35%30%29%34%32%30%27%24%23%20%17%19%19%17%15%18%16%16%9%8%7%6%6%5%YouTubeInstagramNaverCafeFacebookBandKakaoStoryTikTokX(Twitter)BlindBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1016messengerusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust2024KakaoTalkuserstendtowatchdigitalvideocontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks86%82%82%76%71%66%56%51%44%50%47%46%49%44%43%36%34%35%19%18%16%17%17%16%16%16%15%13%13%17%6%6%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaDigitalmusiccontentRadioOnlinemagazinesDailynewspapersMagazinesPodcastsWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024KakaoTalkusersrememberseeingadsonsearchenginesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereKakaoTalkusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks49%44%39%46%41%37%33%29%25%29%26%24%22%21%18%22%20%17%21%19%18%14%13%11%13%11%11%12%12%10%VideoportalsSearchenginesOnlinestoresSocialmediaBlogs/forumsVideogamesVideostreamingservicesWebsitesandappsEditorialwebsitesMusicportalsofbrandsandapps28Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=769KakaoTalkusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024KakaoTalkusersrememberadstheysawonTVmoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks60%55%54%35%31%30%27%26%24%24%22%22%17%16%14%13%12%12%10%10%9%9%9%9%OnTVOnadvertisingAtthemoviesDirectlyinOntheBymailshot/InprintedInprintedspaces/cinemathestoreradioadvertisingdailymagazinesonthegomailnewspapersandjournals29Notes:BrandusersCa