韩国家庭保险服务公司samsung fire和marine insurance用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSHome

insurance:

Samsung

Fire&

Marine

Insurance

customersin

KoreaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSamsung

Fire&Marine

Insurancecustomers

inKorea:

who

theyare;

whatthey

like;

whatthey

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

SamsungFire

&Marine

Insurancecustomers

inKorea

(’’brandusers’’)

againstKoreanhome

insuranceholders

ingeneral

(’’category

users’’),andtheoverall

Korean

onliner,

labelled

as

’’allrespondents’’

inthecharts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Korea)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSamsung

Fire

&

Marine

Insurance

ranksfirst

among

home

insurance

brands

inKoreaManagement

summary:

brandusageand

competitionTop10

most

used

home

insurancebrandsinKoreaSamsungFire

&Marine

InsuranceDBInsurance22%12%HyundaiMarine

&Fire

InsuranceKBInsurance10%10%Hanwha

General

InsuranceMeritz

Fire

&Marine

InsuranceAXA8%7%5%5%NongHyup

Property

&CasualtyInsuranceHeungkukFire&Marine

InsuranceAIG4%3%4Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=289,

home

insurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

home

insurance

holders

using

Samsung

Fire

&

Marine

Insurancegrew

by4

percentage

points

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingSamsungFire&Marine

Insurance25%23%22%22%20%20%20%19%18%18%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=39-

64

Samsung

Fire&Marine

Insurance

customers,

n=213

-

289

home

insurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:Samsung

Fire

&

Marine

Insurance

customers

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSamsungFire

&Marine

Insurance

isCareer

advancement

is

lessimportantmore

popularamong

Generation

Xthan

toSamsungFire

&Marine

InsuranceItstands

out

that48%

ofSamsung

Fire&Marine

Insurance

customers

thinkthey

couldbenefit

ifthey

took

advicebyaninsuranceexpert.SamsungFire

&Marine

Insurancecustomers

access

theinternet

viaasmartwatch

lessoften

thantheaveragehome

insuranceholder.other

home

insurancebrands.customers

than

toother

homeinsuranceholders.Compared

tootherhome

insurancebrands,SamsungFire

&MarineInsurancehasarelatively

high

share

offemale

customers.SamsungFire

&Marine

Insurancecustomers

are

more

interested

intraveling

thanother

home

insuranceholders.56%

ofSamsung

Fire

&MarineInsurancecustomers

are

laggardsor

inOnsocial

media,

SamsungFire

&MarineInsurancecustomers

interact

withthelatemajority

of

innovation

adoption.

companies

less

often

than

other

homeinsuranceholders.SamsungFire

&Marine

Insurance

hasalarger

share

ofcustomers

with

ahighincome

thanotherhome

insurancebrands.Theeconomic

situationandrisingprices,

inflation&cost

of

livingareissues

ofparticularconcern

toSamsungFire

&Marine

Insurancecustomers.Traveling

isarelatively

popularhobbyamong

SamsungFire

&MarineInsurancecustomers.SamsungFire

&Marine

Insurancecustomers

remember

seeing

adsinvideo

portalsmore

often

than

otherhome

insuranceholders.SamsungFire

&Marine

Insurancecustomers

are

more

likely

to

live

inmedium-sized

towns

than

homeinsuranceholders

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Samsung

Fire

&

Marine

Insurance

ismore

popular

among

Generation

X

thanother

home

insurance

brandsDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users3%22%56%19%Category

usersAllrespondents11%32%43%13%18%33%37%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:

n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insuranceholders,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

home

insurance

brands,

Samsung

Fire

&

Marine

Insurancehas

a

relatively

high

share

of

female

customersDemographic

profile:

genderGenderofconsumersinKoreaBrand

users47%53%Category

usersAllrespondents54%46%51%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insuranceholders,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Many

Samsung

Fire

&

Marine

Insurance

customers

have

a

bachelor’s

degree

orthe

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinKorea63%59%56%15%14%14%13%12%9%

10%8%9%3%

3%3%

3%2%2%0%

0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&MarineInsurance

customers,

n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Samsung

Fire

&

Marine

Insurance

has

a

larger

share

of

customers

with

a

highincome

than

other

home

insurance

brandsDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%38%22%23%Category

usersAllrespondents35%42%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

home

insurance

holders,

Samsung

Fire

&

Marine

Insurancecustomers

are

relatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live59%49%38%26%15%16%15%13%12%11%10%8%6%5%4%4%3%3%1%

2%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,

n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Samsung

Fire

&

Marine

Insurance

customers

are

more

likely

to

live

in

medium-sized

towns

than

home

insurance

holders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea36%33%32%31%30%28%18%17%16%12%12%10%5%5%

5%4%3%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

20233%

of

Samsung

Fire

&

Marine

Insurance

customers

consider

themselves

part

ofthe

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users3%97%0%Category

users

2%Allrespondents

3%92%6%90%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=64,

Samsung

Fire&MarineInsurance

customers,

n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

less

important

to

Samsung

Fire

&

Marine

Insurancecustomers

than

to

other

home

insurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea67%66%60%43%47%40%45%45%44%41%39%35%41%36%32%28%26%25%22%19%18%

18%13%12%11%9%9%4%4%2%TraditionsHavingagood

timeAhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthe

following

providershave

you

taken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Samsung

Fire

&

Marine

Insurance

customers

are

more

interested

in

travelingthan

other

home

insurance

holdersConsumer

lifestyle:

main

interestsTop10

interestsofSamsung

Fire&Marine

Insurancecustomers

inKorea58%55%53%50%49%48%47%44%43%41%42%41%38%31%26%25%

25%28%28%25%22%25%25%21%19%22%23%22%19%18%Finance&economyHealth

&fitnessTravelMovies,TVshows&musicFood

&diningVehicles

&mobilityScience

&technologyHistoryPolitics&societyandcurrentworld

eventsCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

Samsung

Fire

&

Marine

InsurancecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSamsung

Fire&Marine

Insurancecustomers

inKorea53%47%45%33%28%

28%28%27%22%20%24%24%19%23%21%20%20%20%15%18%17%17%13%16%16%15%14%13%13%9%TravelingReadingTech

/computersVideo

gamingDoing

sportsandfitnessOutdooractivitiesPetsPhotographyCooking/bakingGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurancecustomers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Samsung

Fire

&

Marine

Insurance

customers

goswimming

or

divingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSamsung

Fire&Marine

Insurancecustomers

inKorea14%13%12%12%11%10%9%9%9%8%8%8%8%8%6%6%6%6%6%5%5%5%4%5%4%3%3%3%3%3%Running/JoggingGolfBadmintonSwimming/DivingSoccerYoga

/PilatesHunting/FishingBaseball/SoftballBasketballHikingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=21,

Samsung

Fire&MarineInsurance

customers,

n=104,

home

insurance

holders,

n=4217,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Samsung

Fire

&

Marine

Insurance

customers

followgolf

players

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

bySamsung

Fire&Marine

Insurancecustomers

inKorea13%14%

13%13%14%14%9%7%6%6%5%5%4%4%4%2%2%2%2%1%1%1%1%1%1%1%0%0%0%0%BaseballSoccerGolfVolleyballBasketballAthletics(track&

field)AmericanfootballBoxingCricketCyclingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=14,

Samsung

Fire&Marine

Insurance

customers,n=65,

home

insurance

holders,

n=2635,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

insurance•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

48%

of

Samsung

Fire

&

Marine

Insurance

customers

thinkthey

could

benefit

if

they

took

advice

by

an

insurance

expertConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inKorea48%39%29%29%28%26%25%25%25%24%23%22%19%17%16%Icould

benefit

ifItook

I’mworried

thatImightadvicebyaninsurance

nothavetherightkindsItrustmy

insuranceprovider

to

takecare

ofmy

claimsI’mwell

informedaboutmy

personalinsurancepoliciesIcould

imaginemanagingmy

insuranceexclusively

onlineexpert

(e.g.,onof

insurancepoliciespremiums,

coverage)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=2021,

all

respondentsConsumer

Insights

Global

as

of

August

202356%

of

Samsung

Fire

&

Marine

Insurance

customers

are

laggards

or

in

the

latemajority

of

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea37%36%34%33%28%27%25%22%21%15%11%10%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=64,

SamsungFire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023The

economic

situation

andrising

prices,

inflation

&

cost

of

living

are

issues

ofparticular

concern

to

Samsung

Fire

&

Marine

Insurance

customersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toSamsungFire&Marine

Insurance

customers75%75%62%61%61%55%53%30%36%36%36%29%31%28%29%34%28%35%34%25%31%30%24%29%28%

28%29%28%27%22%EconomicsituationRising

prices/inflation/cost

of

livingDefense

&foreign

affairsClimatechange

UnemploymentHealth

andsocial

securityCrimeEducationEnvironmentHousingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance(buildings)?";

Single

Pick;Base:

n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Samsung

Fire

&

Marine

Insurance

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users19%17%17%52%20%9%Category

usersAllrespondents47%25%11%49%21%13%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

haveyoutaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSamsung

Fire

&

Marine

Insurance

customers

access

the

internet

via

asmartwatch

less

often

than

the

average

home

insurance

holderMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKorea

useregularlytoaccesstheinternet95%94%93%64%58%53%

53%50%50%44%39%35%34%27%23%20%16%16%15%12%10%8%8%8%6%7%5%SmartphoneDesktop

PCLaptopTabletSmart

TVGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Samsung

Fire

&

Marine

Insurance

customers

interact

withcompanies

less

often

than

other

home

insurance

holdersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinKorea

bytype40%38%37%38%38%34%36%35%34%28%28%27%27%27%25%25%23%16%21%20%17%19%18%17%17%16%16%15%14%13%11%10%8%8%

8%7%Sentprivate

Liked

postsPostedpictures/videosFollowedpeopleCommented

Posted

textsSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Samsung

Fire

&

Marine

Insurance

customers

tend

to

read

online

magazines

lessoften

than

home

insurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks94%88%85%81%75%68%59%

54%51%55%53%52%50%43%50%47%44%37%28%25%17%25%25%22%19%17%17%16%15%

16%11%6%6%TVDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentMovies

/cinemaRadioDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=32,

Samsung

Fire&Marine

Insurancecustomers,n=157,

home

insurance

holders,

n=6054,

all

respondentsConsumer

Insights

Global

as

of

August

2023Samsung

Fire

&

Marine

Insurance

customers

remember

seeing

ads

in

videoportals

more

often

than

other

home

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSamsung

Fire&Marine

Insurancecustomers

inKorea

havecome

across

digital

advertisinginthepast4weeks48%36%41%39%38%38%32%28%

28%26%27%25%28%25%26%25%25%25%25%17%21%21%20%17%16%15%11%14%11%11%Video

portals

Search

engines

Social

mediaOtherappsBlogs/forumsOnlinestores

Video

streaming

Video

gamesservicesNewslettersEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=64,

Samsung

Fire&Marine

Insurance

customers,n=289,

home

insurance

holders,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Samsung

Fire

&

Marine

Insurance

customers

remember

advertising

they

heardon

the

radio

less

often

than

other

home

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks61%58%53%38%33%32%30%27%23%

24%24%23%23%19%17%

17%17%15%14%

14%13%11%10%10%OnTVOnadvertising

AtthemoviesDirectly

inthestoreOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Not