韩国移动支付软件kb pay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&BRANDSMobile

payment:

KB

Pay

usersin

KoreaConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofKBPayusers

in

Korea:

who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

KBPayusers

inKorea

(’’brandusers’’)againstKorean

mobile

payment

usersingeneral(’’category

users’’),

and

theoverall

Korean

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Korea)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsKB

Pay

ranks

sixth

among

mobile

payment

services

in

KoreaManagement

summary:

brandusageand

competitionTop10

most

used

mobile

paymentservicesinKoreaSamsungPayNaver

Pay49%44%42%kakaopayToss27%ISP/payboocKBPay19%19%Payco18%L.pay14%14%11%Shinhan

PayFanHyundaiCardAppcard4Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

smartphone?";

Multi

Pick;

Base:

n=349,

mobile

payment

usersConsumer

Insights

Global

as

of

September

2023Sources:KB

Pay

users

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsKBPayis

more

popularamongMillennials

thanother

mobile

paymentservices.Ahappy

relationship

isless

important

to

Itstands

out

that31%

ofKBPayusersKBPayusers

access

theinternet

viaadesktop

PCmore

often

thantheaverage

mobile

payment

user.KBPayusers

than

toother

mobilepayment

users.would

getfinancialservices

frominternet

companies.KBPayhasmore

male

thanfemaleusers.Food

and

dining

are

relatively

prevalentinterests

of

KBPayusers.22%

ofKBPayusers

areinnovators

orearly

adoptersof

new

products.KBPayusers

tendtobemore

active

onsocial

media

thanother

mobilepayment

users.Justlikemobile

payment

users

ingeneral,

KBPayusers

are

relativelyunlikely

tohavealow

income.Tech

or

computers

arerelativelypopularhobbiesamong

KBPayusers.Arelatively

highshare

ofKBPayusersthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.KBPayusers

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

mobile

payment

users.KBPayusers

are

more

likely

to

live

inmegacities

than

mobile

payment

usersingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+KB

Pay

ismore

popular

among

Millennials

than

other

mobile

payment

servicesDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users17%18%18%49%26%8%Category

usersAllrespondents40%33%9%33%37%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

or

other

points

ofsale

with

your

smartphone?";Multi

Pick;Base:n=65,

KB

Pay

users,

n=349,

mobilepayment

users,n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023KB

Pay

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinKoreaBrand

users57%43%Category

users52%48%Allrespondents51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:The

education

level

of

KB

Pay

users

and

mobile

payment

users

is

similarDemographic

profile:

educationConsumer’s

level

of

educationinKorea66%

67%63%15%15%13%11%10%8%9%5%3%3%

3%2%2%

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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Just

like

mobile

payment

users

in

general,

KB

Pay

users

are

relatively

unlikely

tohave

a

low

incomeDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users35%35%33%40%41%24%25%Category

usersAllrespondents33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

your

smartphone?";Multi

Pick;

Base:

n=65,

KB

Pay

users,

n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

202340%

of

KB

Pay

users

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live40%

40%38%28%26%24%16%15%14%12%12%10%5%4%4%3%3%2%2%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023KB

Pay

users

are

more

likely

to

live

in

megacities

than

mobile

payment

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea40%33%32%31%30%29%23%20%18%9%

10%6%5%4%4%3%2%0%Small

townRural

communityMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yoursmartphone?";

Multi

Pick;Base:n=65,

KB

Payusers,n=349,

mobile

payment

users,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

20233%

of

KB

Pay

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users3%94%3%Category

users

2%Allrespondents

3%91%7%90%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

services

have

youused

in

the

past12

months

to

pay

in

stores,

restaurantsorotherpoints

ofsalewith

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

KB

Pay

users

than

to

other

mobilepayment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea74%

69%67%45%45%40%45%45%41%34%32%31%35%35%32%26%26%20%22%26%19%22%20%18%11%8%

8%4%2%0%TraditionsHavingagood

timeTobesuccessfulAhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

pointsofsalewith

yoursmartphone?";

Multi

Pick;Base:n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Food

and

dining

are

relatively

prevalent

interests

of

KB

Pay

usersConsumer

lifestyle:

main

interestsTop10

interestsofKBPay

usersinKorea60%54%49%50%41%49%48%48%47%47%46%45%44%43%43%37%34%34%29%30%28%27%27%25%25%25%22%21%19%18%Finance&economyHealth

&fitnessFood

&diningTravelMovies,TVshows&musicScience

&technologyPolitics&societyandcurrentworld

eventsFashion&beautyHistoryVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

smartphone?";

Multi

Pick;

Base:

n=65,

KBPayusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Tech

or

computers

are

relatively

popular

hobbies

among

KB

Pay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofKB

Pay

usersinKorea52%51%45%37%37%35%33%24%32%30%28%28%28%27%24%25%21%20%20%20%19%18%15%18%16%15%13%13%13%9%TravelingReadingTech

/computersOutdooractivitiesVideo

gamingCars/vehiclesDoing

sportsandfitnessCooking/bakingPhotographySocializingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceshave

you

used

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsalewith

yoursmartphone?";

Multi

Pick;Base:

n=65,KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023KB

Pay

users

are

more

likely

to

go

cycling

than

other

mobile

payment

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofKB

Pay

usersinKorea22%16%14%14%12%12%

12%12%Golf11%11%11%11%11%10%9%9%8%8%8%8%8%8%7%6%6%6%4%5%5%4%Running/JoggingBadmintonCyclingYoga

/PilatesBasketballHikingTableTennisFitness,aerobics,cardioSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

smartphone?";Multi

Pick;Base:n=28,

KB

Payusers,n=296,

mobile

payment

users,n=4217,

all

respondentsConsumer

Insights

Global

as

of

September

202317%

of

KB

Pay

users

follow

baseballConsumer

lifestyle:

sports

followedTop10

sports

followed

byKB

Pay

usersinKorea17%15%14%14%14%13%6%5%5%5%5%5%4%4%3%3%3%3%3%3%2%

2%1%1%1%1%1%1%1%

1%MotorsportsBaseballSoccerAthletics(track&field)GolfAmericanfootballBasketballCyclingTennisVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yoursmartphone?";Multi

Pick;Base:n=15,

KB

Payusers,n=163,

mobile

payment

users,n=2635,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

personal

finances•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

31%

of

KB

Pay

users

would

get

financial

services

from

internetcompaniesConsumer

attitudes:financeAgreementwithstatements

towards

financeinKorea46%38%38%32%31%28%28%28%22%19%18%17%15%13%10%Icould

imaginedealingwith

my

financialIftheservice

is

good,I’mhappy

topayforIcould

imaginegetting

Onlinefinancialservices

New

financialtopics,allmy

financialservices

havemademe

confidentsuchascrypto

andNFTs,fascinatemetransactionsexclusively

account

administration

from

atechcompany

abouthandling

my

ownviamy

smartphoneandtransactionssuchasGoogle

or

Applefinances(Fintechservices

tohelp

withbanking,budgeting,Brand

usersCategory

usersAllrespondentsinvestments

etc.)21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,

n=2021,

all

respondentsConsumer

Insights

Global

as

of

September

202322%

of

KB

Pay

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea40%37%36%28%25%24%22%

22%20%20%12%10%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

to

pay

in

stores,

restaurants

orotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

KB

Pay

users

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toKB

Pay

users72%67%61%63%65%61%46%41%36%37%34%34%31%35%32%30%34%34%27%32%32%31%29%24%28%29%28%27%25%22%Rising

prices/inflation/cost

of

livingEconomicsituationDefense

&foreign

affairsUnemployment

EnvironmentHousingClimatechangeHealth

andsocial

securityCrimeEducationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurantsorother

points

ofsale

with

yoursmartphone?";

Multi

Pick;

Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023Many

KB

Pay

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users17%15%17%58%20%5%Category

usersAllrespondents52%23%10%49%21%13%LeftCenterRightPrefer

nottoanswer24

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;"Which

ofthese

serviceshave

youused

inthe

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

yoursmartphone?";

Multi

Pick;

Base:

n=65,

KB

Pay

users,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsKB

Pay

users

access

the

internet

via

a

desktop

PC

more

often

than

the

averagemobile

payment

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKorea

useregularlytoaccesstheinternet97%96%93%69%68%63%54%53%50%43%43%

43%34%33%31%23%21%22%22%20%16%16%12%10%9%8%7%SmartphoneLaptopDesktop

PCSmart

TVTabletSmartwatchGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

serviceshave

you

used

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsalewith

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023KB

Pay

users

tend

to

be

more

active

on

social

media

than

other

mobilepayment

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinKorea

bytype54%51%45%35%45%44%38%42%37%34%37%37%36%27%32%27%32%29%25%31%29%25%17%21%16%21%15%20%18%

18%11%10%9%7%5%0%Sentprivate

Liked

postsFollowedpeoplePostedpictures/videosCommentedon

postsLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023KB

Pay

users

tend

to

read

online

magazines

more

often

than

mobile

paymentusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks87%85%85%83%

83%68%69%63%51%60%58%56%47%52%43%52%42%42%37%26%26%26%24%17%23%17%20%17%19%15%11%8%6%TVDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentMovies

/cinemaRadioOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yoursmartphone?";

Multi

Pick;Base:

n=65,

KB

Payusers,n=349,

mobile

payment

users,

n=6054,

all

respondentsConsumer

Insights

Global

as

of

September

2023KB

Pay

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

mobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereKB

Pay

usersinKorea

havecome

across

digital

advertisinginthepast4weeks60%52%52%42%41%40%38%38%37%36%33%26%32%32%31%28%28%28%27%21%27%25%22%20%17%17%15%16%11%11%Video

portals

Search

engines

Video

streaming

Social

mediaservicesOnlinestoresBlogs/forumsOtherappsEditorialwebsitesandappsVideo

gamesNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yoursmartphone?";

Multi

Pick;

Base:n=65,

KB

Payusers,n=349,

mobile

payment

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

September

2023KB

Pay

users

remember

ads

they

saw

directly

in

the

store

more

often

thanother

mobile

payment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks58%57%53%48%39%45%33%37%29%32%29%18%25%19%23%23%15%14%14%13%12%11%10%10%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies

By

mailshot

/OntheradioInprintedmagazinesandjournalsInprinteddailynewspapers/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topa