机构研究报告-韩国线上沟通软件用户分析报告：Zoom

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:ZoomusersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofZoomusersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkZoomusersinKorea(’’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•KeyinsightsZoomusersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsZoomismorepopularamongGenerationZthanothermessengerservices.54%ofZoomusersaremale.Zoomhasalargershareofuserswithahighincomethanothermessengerservices.ZoomusersaremorelikelytoliveinHavingagoodtimeislessimportanttoZoomusersthantoothermessengerusers.ScienceandtechnologyarerelativelyprevalentinterestsofZoomusers.OutdooractivitiesarearelativelypopularhobbyamongZoomusers.Itstandsoutthat58%ofZoomusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.31%ofZoomusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofZoomusersthinkthattheenvironmentisanissuethatneedstobeaddressed.TikTokismorepopularamongZoomusersthantheaveragemessengeruser.Zoomusersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanothermessengerusers.ruralareasandtownsthantheaverageconsumer.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ZoomismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinKoreaBrandusers35%25%32%8%Categoryusers21%32%39%8%Allrespondents19%32%38%10%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202454%ofZoomusersaremaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers54%46%Categoryusers50%50%Allrespondents50%50%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202416%ofZoomusershaveamaster’sdegreeortheequivalentDemographicprofile:educationConsumer’slevelofeducationinKorea62%62%53%10%8%8%17%14%16%16%11%9%0%1%0%2%2%2%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ZoomhasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%36%23%Categoryusers32%35%33%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtomessengerusersoverall,ZoomusersarerelativelyunlikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive36%35%36%25%24%25%18%16%11%12%12%7%SinglehouseholdCouple8%5%4%SingleparentPartners7%4%4%Multi-Twoormore7%2%2%Otherhouseholdhouseholdandchildrengenerationalrelatedadultshouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ZoomusersaremorelikelytoliveinruralareasandtownsthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea28%31%35%33%31%24%20%17%18%9%11%9%9%6%6%6%5%2%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants12Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202410%ofZoomusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers10%87%3%Categoryusers3%90%7%Allrespondents4%89%7%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoZoomusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea69%67%59%41%42%41%40%40%44%38%33%36%29%21%21%27%19%18%25%32%32%28%24%27%12%11%12%5%4%4%HavingagoodtimeTobesuccessfulAhappyrelationshipAnhonestandrespectablelifeLearningnewthingsAdvancingmycareerSafetyandsecurityMakingmyowndecisionsSocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofZoomusersConsumerlifestyle:maininterestsTop10interestsofZoomusersinKorea58%57%54%40%39%44%45%44%41%47%40%39%39%39%39%36%35%33%27%24%27%25%21%21%25%21%21%18%20%20%Movies,TVshowsTravelFinance&economyHealth&fitnessFood&diningPolitics&societyandcurrentScience&technologySportsHistoryArts&literature16Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OutdooractivitiesarearelativelypopularhobbyamongZoomusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofZoomusersinKorea59%42%42%46%24%23%41%26%27%40%21%21%40%31%30%37%20%20%33%12%11%32%18%18%30%15%14%29%13%13%TravelingOutdooractivitiesReadingVideogamingShoppingDoingsportsandfitnessDIYandarts&craftsTech/computersPhotographyCars/vehicles17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ZoomusersaremorelikelytoplaybadmintonthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofZoomusersinKorea33%28%24%21%16%13%18%18%18%17%17%15%8%8%8%8%8%7%7%6%5%4%7%7%5%4%7%6%4%4%Running/joggingBadmintonGolfFitness,aerobics,cardioSoccerTableTennisYoga/pilatesBasketballHikingCycling18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Zoomusers,n=1016messengerusers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust2024ZoomusersaremorelikelytofollowbaseballthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyZoomusersinKorea29%29%18%16%13%14%15%12%10%9%9%9%6%5%5%4%2%1%4%2%3%2%4%3%6%2%1%5%1%1%BaseballSoccerBasketballGolfWintersportsMixedMartialArtsTennisVolleyballBoxingCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=37Zoomusers,n=1016messengerusers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat58%ofZoomusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainKorea59%58%51%47%49%39%38%Idon’tmindadvertisingifIgetfreecontentinreturn32%28%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedIamoftenannoyedbyadvertisingontheinternet25%14%13%Iamexcitedaboutusingthemetaverse(immersivevirtualworld)17%9%9%Idon’tmindwhencompaniesusemypersonaldata21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202431%ofZoomusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea38%34%36%29%29%29%27%25%15%16%10%9%2%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofZoomusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingtoZoomusers64%62%58%62%60%58%49%35%33%47%32%30%43%25%27%41%34%30%39%29%32%38%22%24%35%28%29%32%17%18%EconomicsituationRisingprices/inflation/Defense&foreignaffairsUnemploymentEnvironmentHousingCrimeEducationClimatechangeCivilrights23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ZoomuserstendtohavemoreleftleaningpoliticalviewsthanothermessengerusersConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers26%34%25%14%Categoryusers18%45%22%15%Allrespondents17%48%21%14%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints74%55%32%17%24%17%30%TikTokismorepopularamongZoomusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand88%71%75%55%54%53%30%29%41%15%40%23%39%16%16%35%19%25%8%7%15%5%5%26Notes:Sources:YouTubeInstagramFacebookNaverCafeTikTokBandX(Twitter)KakaoStoryEverytimeBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1016messengerusers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202471%47%44%34%18%17%16%13%ZoomuserstendtogotothemoviesmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks87%85%82%82%76%66%67%46%43%58%51%44%52%35%38%34%32%29%16%16%15%17%20%6%6%DigitalvideocontentTVMovies/cinemaDigitalmusiccontentOnlinenewswebsitesRadioOnlinemagazinesDailynewspapersMagazinesPodcastsWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024ZoomusersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereZoomusersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks57%44%39%51%41%37%47%26%24%45%29%25%36%19%18%34%13%11%31%20%17%29%21%18%29%11%11%28%12%10%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreamingservicesWebsitesandappsVideogamesBlogs/forumsEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=102Zoomusers,n=1,016messengerusers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Zoomusersrememberadstheysawin/atthemovies/cinemamoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks63%55%54%48%47%38%26%24%31%30%22%22%30%16%14%25%10%9%21%9%9%19%12%12%OnTVAtthemoviesOnadvertisingDirectlyinOntheInprintedInprintedBymailshot//cinemaspacesthestoreradiodailymagazinesadvertisingonthegonewspapersandjournalsmail29Notes:BrandusersCategoryusers