机构研究报告-韩国线上沟通软件用户分析报告：LINE

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:LINEusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLINEusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLINEusersinKorea(’’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•KeyinsightsLINEusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLINEismorepopularamongGenerationZthanothermessengerservices.LINEismorepopularamongmalemessengerusersthanfemalemessengerusers.LINEhasalargershareofuserswithahighincomethanothermessengerHavingagoodtimeislessimportanttoLINEusersthantoothermessengerusers.FamilyandparentingarerelativelyprevalentinterestsofLINEusers.SocializingisarelativelypopularhobbyamongLINEusers.Itstandsoutthat38%ofLINEusersareexcitedaboutusingthemetaverse.23%ofLINEusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofLINEusersthinkthattheenvironmentisanissuethatneedstobeaddressed.BandismorepopularamongLINEusersthantheaveragemessengeruser.LINEusersrememberseeingadsinvideogamesmoreoftenthanothermessengerusers.services.LINEusersaremorelikelytoliveinmegacitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+LINEismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers29%39%28%5%Categoryusers21%32%39%8%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LINEismorepopularamongmalemessengerusersthanfemalemessengerusersDemographicprofile:genderGenderofconsumersinKoreaBrandusers60%40%Categoryusers50%50%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202478%ofLINEusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea62%62%56%1%1%0%6%8%8%11%14%16%3%2%2%19%11%9%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LINEhasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%30%32%Categoryusers32%35%33%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofLINEusersliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive34%35%36%25%24%25%19%18%16%12%12%8%SinglehouseholdCouple6%5%4%SingleparentPartners6%4%4%Multi-Twoormore3%2%2%Otherhouseholdhouseholdandchildrengenerationalrelatedadultshouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LINEusersaremorelikelytoliveinmegacitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea39%28%31%33%31%19%19%17%18%8%6%6%10%6%5%6%9%9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20245%ofLINEusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers5%93%3%Categoryusers3%90%7%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoLINEusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%67%56%38%32%32%44%40%33%35%35%36%34%42%41%31%21%21%26%19%18%28%26%27%15%12%12%4%4%4%HavingaSafetyandAhappyAnhonestandTobesuccessfulLearningAdvancingMakingmySocialjusticeTraditionsgoodtimesecurityrelationshiprespectablelifenewthingsmycareerowndecisions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024FamilyandparentingarerelativelyprevalentinterestsofLINEusersConsumerlifestyle:maininterestsTop10interestsofLINEusersinKorea51%44%41%49%44%45%46%40%39%38%27%26%40%38%39%38%27%25%34%21%21%33%20%20%31%31%27%24%14%14%Finance&economyTravelHealth&fitnessFashion&beautyMovies,TVshowsPolitics&societyandcurrentScience&technologyArts&literatureFamily&parentingFood&dining16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024SocializingisarelativelypopularhobbyamongLINEusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLINEusersinKorea50%42%42%43%26%27%36%21%21%33%24%23%30%15%14%30%31%30%29%13%13%28%18%18%26%17%15%26%9%9%TravelingReadingVideogamingOutdooractivitiesPhotographyShoppingCars/vehiclesTech/computersPetsSocializing17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LINEusersaremorelikelytoplaybasketballthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLINEusersinKorea21%16%20%19%18%16%16%15%13%13%11%11%8%8%5%4%4%4%8%7%7%7%8%8%5%4%7%6%7%6%Running/joggingBadmintonBasketballDancingFitness,aerobics,cardioYoga/pilatesGolfTableTennisHikingSoccer18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=34LINEusers,n=1016messengerusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024LINEusersaremorelikelytofollowbasketballthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLINEusersinKorea23%18%19%16%14%13%13%6%5%9%4%2%8%4%3%6%2%1%6%1%1%6%5%4%6%3%2%6%2%1%SoccerBaseballBasketballMixedMartialArtsVolleyballBoxingCyclingGolfTennisWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=24LINEusers,n=1016messengerusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat38%ofLINEusersareexcitedaboutusingthemetaverseConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainKorea54%39%38%45%41%47%49%38%32%28%28%14%13%9%9%Idon’tmindadvertisingifIgetfreecontentinreturnIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedIamoftenannoyedbyadvertisingontheinternetIamexcitedaboutusingthemetaverse(immersivevirtualworld)Idon’tmindwhencompaniesusemypersonaldata21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202423%ofLINEusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea35%34%36%29%29%27%25%23%23%20%10%9%0%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLINEusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoLINEusers60%54%58%51%62%58%40%25%27%36%35%33%35%28%29%35%34%30%34%29%29%30%22%24%32%29%30%29%28%32%Risingprices/inflation/EconomicsituationEnvironmentDefense&foreignaffairsClimatechangeHousingHealthandsocialsecurityEducationUnemploymentCrimecostofliving23Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,LINEuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers20%41%30%9%Categoryusers18%45%22%15%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints55%32%30%16%17%17%24%BandismorepopularamongLINEusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand80%74%71%66%55%59%56%53%45%30%23%29%16%35%19%33%15%23%20%26Notes:Sources:8%7%6%5%YouTubeInstagramFacebookBandNaverCafeX(Twitter)KakaoStoryTikTokBlindBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1016messengerusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202471%47%44%16%34%17%18%13%LINEuserstendtoreadmagazinesmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks85%82%82%83%66%59%46%58%51%44%55%43%48%45%35%36%36%33%15%16%16%17%20%6%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesDigitalmusiccontentMagazinesRadioDailynewspapersOnlinemagazinesPodcastsWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LINEusersrememberseeingadsinvideogamesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLINEusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks63%44%39%50%48%43%43%36%41%36%37%26%24%20%17%21%18%19%18%29%25%28%13%11%25%11%11%25%12%10%VideoportalsSocialmediaVideogamesBlogs/forumsVideostreamingservicesOnlinestoresSearchenginesWebsitesandappsEditorialwebsitesMusicportalsofbrandsandapps28Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=80LINEusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024LINEusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks65%55%54%44%26%24%36%22%22%36%31%30%31%26%25%24%9%9%12%12%10%9%16%14%OnTVAtthemovies/cinemaDirectlyinthestoreOnadvertisingspacesInprintedmagazinesBymailshot/advertisingInprinteddailyOntheradio29Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllresponden