机构研究报告-韩国线上购物用户分析报告：11st.co.kr

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&BRANDSOnlineshops:11st.co.krshoppersinKoreaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewof11st.co.krshoppersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmark11st.co.krshoppersinKorea(’’brandusers’’)againstKoreanonlineshoppersingeneral(’’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•KeyinsightsThemarketshareof11st.co.krhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusing11st.co.kr51%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%49%47%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%45%45%45%45%45%45%45%44%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%42%41%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%39%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=787-106811st.co.krshoppers,n=2018-2085onlineshoppersSources:ConsumerInsightsGlobalasofAugust202411st.co.krshoppersinKoreaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints43%of11st.co.krshoppersarepartofGenerationX.53%of11st.co.krshoppersaremale.11st.co.krhasasmallershareofshopperswithalowincomethanotheronlineshops.11st.co.krshoppersaremorelikelytoliveinmegacitiesthantheaverageconsumer.Similaraspectsoflifeareimportantto11st.co.krshoppersandotheronlineshoppers.Travelingisarelativelyprevalentinterestof11st.co.krshoppers.Travelingisarelativelypopularhobbyamong11st.co.krshoppers.Itstandsoutthat45%of11st.co.krshoppersmanagerecurrentordersdirectlyviasmartphoneortablet.27%of11st.co.krshoppersarelaggardswhenitcomestoinnovationadoption.Arelativelyhighshareof11st.co.krshoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.NaverCafeismorepopularamong11st.co.krshoppersthantheaverageonlineshopper.11st.co.krshoppersrememberseeingadsonsearchenginesmoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+43%of11st.co.krshoppersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinKoreaBrandusers13%35%43%10%Categoryusers19%32%39%10%Allrespondents19%32%38%10%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202453%of11st.co.krshoppersaremaleDemographicprofile:genderGenderofconsumersinKoreaBrandusers53%47%Categoryusers50%50%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelyhighshareof11st.co.krshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinKorea70%64%62%0%0%0%6%7%8%10%15%16%1%2%2%11%9%9%2%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202411st.co.krhasasmallershareofshopperswithalowincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinKoreainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%37%28%Categoryusers31%35%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,11st.co.krshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinKorealive43%36%36%24%25%16%17%16%13%14%12%SinglehouseholdCouplehousehold4%4%2%SingleparenthouseholdPartnersandchildren3%3%4%Multi-generational19%Twoormorerelatedadults2%2%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202411st.co.krshoppersaremorelikelytoliveinmegacitiesthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinKorea37%29%31%31%32%31%19%18%18%3%4%6%4%5%5%8%10%9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust20242%of11st.co.krshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinKoreaBrandusers2%93%5%Categoryusers4%89%7%Allrespondents4%89%7%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSimilaraspectsoflifeareimportantto11st.co.krshoppersandotheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinKorea68%68%67%48%46%44%40%39%41%38%36%36%33%31%32%28%27%27%20%20%21%17%14%18%8%10%12%4%4%4%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Travelingisarelativelyprevalentinterestof11st.co.krshoppersConsumerlifestyle:maininterestsTop10interestsof11st.co.krshoppersinKorea55%46%45%49%42%41%46%39%39%45%39%39%31%26%26%31%26%25%31%25%24%28%21%21%23%20%20%23%20%21%TravelFinance&economyHealth&fitnessMovies,TVshowsFashion&beautyPolitics&societyandcurrentFood&diningScience&technologyArts&literatureSports17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Travelingisarelativelypopularhobbyamong11st.co.krshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesof11st.co.krshoppersinKorea51%43%42%36%30%30%30%27%27%27%23%23%24%21%20%22%21%21%21%17%18%16%12%13%16%13%13%15%13%14%TravelingShoppingReadingOutdoorDoingsportsVideogamingTech/Cars/CookingPhotographyactivitiesandfitnesscomputersvehicles/baking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelylargeshareof11st.co.krshoppersgorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesof11st.co.krshoppersinKorea18%14%13%11%8%7%10%8%8%10%7%7%10%8%8%8%6%6%6%6%6%6%4%5%6%4%4%5%5%4%Running/joggingFitness,aerobics,cardioGolfYoga/pilatesBadmintonSoccerHikingSwimming/DivingBasketballCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=31411st.co.krshoppers,n=2025onlineshoppers,n=4,027allrespondentsConsumerInsightsGlobalasofAugust202416%of11st.co.krshoppersfollowsoccerConsumerlifestyle:sportsfollowedTop10sportsfollowedby11st.co.krshoppersinKorea16%16%13%14%13%13%6%5%5%5%4%4%4%3%2%4%3%3%2%2%2%2%1%1%2%1%1%1%1%1%SoccerBaseballBasketballGolfTennisVolleyballMixedMartialArtsBrandusersCategoryusersAllrespondentsMotorsportsBoxingAmericanfootball20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=18111st.co.krshoppers,n=2025onlineshoppers,n=2,588allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat45%of11st.co.krshoppersmanagerecurrentordersdirectlyviasmartphoneortabletConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinKorea64%55%55%61%52%52%51%44%44%45%35%35%9%9%9%CustomerreviewsontheinternetareveryhelpfulWhenIplanamajorpurchase,IalwaysdosomeresearchWhenIorderanitem,IpreferexpressshippingIusuallymanagehabitual/recurrentordersdirectlyviamyIamexcitedaboutusingAugmented&VirtualRealitywhileshopping22Notes:ontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%of11st.co.krshoppersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinKorea35%36%36%24%29%29%27%24%25%12%10%9%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareof11st.co.krshoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingKoreaaccordingto11st.co.krshoppers66%65%59%58%58%58%39%34%33%35%31%30%35%31%30%34%31%32%32%28%29%31%28%29%30%26%27%27%24%24%EconomicRisingpricesDefense&HousingUnemploymentCrimeHealthandClimatechangeEnvironmentEducationsituation/inflation/foreignaffairssocialsecurity24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust202411st.co.krshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinKoreaBrandusers17%51%19%13%Categoryusers17%49%19%15%Allrespondents17%48%21%14%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints53%31%31%NaverCafeismorepopularamong11st.co.krshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinKoreabybrand74%71%71%61%55%41%39%29%30%31%24%23%20%17%16%20%18%19%19%17%15%9%8%7%7%4%5%YouTubeInstagramNaverCafeFacebookBandX(Twitter)KakaoStoryTikTokBlindBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=39611st.co.krshoppers,n=1019onlineshoppers,n=6101allrespondentsConsumerInsightsGlobalasofAugust202441%40%11st.co.krshopperstendtolistentodigitalmusiccontentmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinKoreahavebeenusinginthepast4weeks88%81%82%70%64%66%51%44%50%46%46%50%43%43%35%35%23%17%17%19%15%19%15%16%16%18%15%15%8%6%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaDigitalmusiccontentRadioPodcastsDailynewspapersOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust202411st.co.krshoppersrememberseeingadsonsearchenginesmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhere11st.co.krshoppersinKoreahavecomeacrossdigitaladvertisinginthepast4weeks45%36%37%42%39%39%33%25%25%27%23%24%23%18%18%22%17%18%16%12%11%16%16%17%14%10%11%13%10%10%SearchenginesVideoportalsOnlinestoresSocialmediaVideostreamingBlogs/WebsitesVideogamesEditorialMusicportals29Notes:Sources:servicesforumsandappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=78711st.co.krshoppers,n=2,025onlineshoppers,n=12,158allrespondentsConsumerInsightsGlobalasofAugust2024websitesandapps11st.co.krshoppersrememberadstheysawout-of-homemoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinKoreahavecomeacrossnon-digitaladvertisinginthepast4weeks57%52%54%36%30%30%27%22%22%26%23%24%19%14%14%14%11%12%13%10%9%12%9