韩国社交媒体用户分析报告：Daum Cafe-外文版培训课件2024.7temu小米SU7

CONSUMERS&BRANDSSocial

media:

Daum

Cafe

usersin

KoreaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDaumCafeusers

inKorea:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

DaumCafeusersinKorea

(’’brand

users’’)againstKorean

social

media

users

ingeneral(’’category

users’’),

and

theoverall

Korean

consumer,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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsDaum

Cafe

ranks

outside

the

top

10

of

most

used

social

networks

in

KoreaManagement

summary:

brandusageand

competitionTop10

most

used

social

networks

inKoreaYouTubeInstagramFacebookNaver

CafeBand71%56%32%29%23%20%KakaoStoryX(Twitter)TikTok17%14%PinterestBlind8%5%4Notes:"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

Base:n=3,050

social

media

usersSources:Consumer

Insights

Global

as

of

June

2024Daum

Cafe

users

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDaumCafeismore

popularamongMillennials

thanother

social

networks.Havingagood

timeisless

important

toDaumCafeusers

thantoothersocialmedia

users.Itstands

out

that57%

ofDaumCafeusers

boughtproductsbecausecelebrities

or

influencers

advertisedthem.57%

ofDaumCafeconsumers

arealsoactiveon

Instagram.54%

ofDaumCafeusersare

female.DaumCafeusers

remember

seeing

adson

editorial

websites

and

appsmoreoften

than

other

social

media

users.VIPsand

celebrities

arerelativelyprevalent

interests

of

Daum

Cafeusers.DaumCafehasalarger

share

ofuserswith

ahigh

income

than

other

socialnetworks.23%

ofDaumCafeusersare

innovatorsor

early

adopters

ofnew

products.Photography

isarelatively

popularhobbyamong

DaumCafeusers.46%

ofDaumCafeusersthinkthatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.DaumCafeusers

aremore

likely

to

liveincitiesandurbanareas

thantheaverage

consumer.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Daum

Cafe

is

more

popular

among

Millennials

than

other

social

networksDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users23%55%19%3%Category

usersAllrespondents20%32%39%8%19%33%38%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:Consumer

Insights

Global

as

of

June

202454%

of

Daum

Cafe

users

are

femaleDemographic

profile:

genderGenderofconsumersinKoreaBrand

users46%54%Category

usersAllrespondents50%50%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

Daum

Cafe

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinKorea64%63%62%16%15%13%9%

9%7%

7%6%5%4%4%3%

3%2%

2%2%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;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafeusers,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Daum

Cafehas

a

larger

share

of

users

with

a

high

income

than

other

socialnetworksDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users49%20%32%33%33%Category

usersAllrespondents32%33%35%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

doesnotinclude

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

social

media

users,

Daum

Cafe

users

are

relatively

likely

tolive

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live38%

38%34%25%25%22%16%

16%

16%12%11%11%8%7%5%4%4%

4%Multi-generationalfamily2%

2%

2%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuchasWhatsApp.’’;

Multi

Pick;

Base:

n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

are

more

likely

to

live

in

cities

and

urban

areas

than

theaverage

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea36%34%32%31%29%25%22%18%17%9%

9%7%6%5%

5%6%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:

n=112

DaumCafe

users,n=3,050social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

202412%

of

Daum

Cafe

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users12%86%3%Category

users

3%Allrespondents

3%91%90%6%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;

Base:

n=112

DaumCafeusers,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

less

important

to

Daum

Cafe

users

than

to

other

socialmedia

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea68%

68%53%43%

44%41%41%36%38%33%36%35%34%34%32%27%29%29%26%17%22%21%

21%18%11%15%12%10%3%

4%Havingagood

timeAhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024VIPs

and

celebrities

are

relatively

prevalent

interests

of

Daum

Cafe

usersConsumer

lifestyle:

main

interestsTop10

interestsofDaum

Cafe

usersinKorea47%

46%43%46%41%42%42%42%41%40%39%38%34%34%32%30%29%27%26%26%25%25%25%24%22%21%

22%21%11%

11%Finance&economyMovies,TVshows&musicTravelPolitics&societyandcurrentworld

eventsFood

&diningHealth

&fitnessFashion&beautyArts&literatureScience

&technologyVIPs&celebritiesBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=112

DaumCafe

users,n=3,050social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Photography

is

a

relatively

popular

hobby

amongDaum

Cafe

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDaum

Cafe

usersinKorea44%

44%40%37%34%27%30%

30%30%29%29%29%27%27%27%26%23%23%23%21%20%20%17%Pets15%14%

14%14%14%13%12%TravelingShoppingVideo

gamingOutdooractivitiesDoing

sportsandfitnessPhotographyReadingCars/vehiclesCooking/bakingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

socialmedia

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDaum

Cafe

usersinKorea21%20%16%15%15%15%14%12%13%13%13%13%8%

8%8%8%

8%7%7%7%7%6%6%

6%5%

5%4%4%3%1%Running/joggingFitness,aerobics,

cardioSoccerBadmintonHikingGolfCyclingTableTennisYoga

/pilatesWintersportsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=47

DaumCafe

users,n=1,029

social

media

users,n=4,148

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

are

more

likely

to

follow

boxing

than

other

social

media

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDaum

Cafe

usersinKorea18%16%13%13%14%13%10%10%9%8%8%6%6%6%5%5%5%4%3%2%

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

1%1%0%SoccerBaseballBasketballGolfBoxingMixedMartial

ArtsTennisAthletics(track&

field)MotorsportsWinter

sportsBrand

usersCategory

users

Allrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=27DaumCafe

users,n=704

social

media

users,n=2,639

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

57%

of

Daum

Cafe

users

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainKorea67%57%43%40%33%33%29%27%24%22%21%17%14%13%11%Idon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproductsbecause

celebrities

orinfluencers

advertised

advertising

from

contentthemIoften

havedifficultydistinguishingIuseadblockers

when

Iamexcited

aboutusingbrowsing

theinternetAllrespondentsthemetaverse(immersive

virtualworld)Brand

usersCategory

users21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

social

media

platforms

do

you

use

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050social

media

users,n=2,020

all

respondentsConsumer

Insights

Global

as

of

June

202423%

of

Daum

Cafe

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea37%36%34%28%27%26%26%23%19%17%11%10%4%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatsocial

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:

n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

202446%

of

Daum

Cafe

users

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toDaum

Cafe

users60%

59%59%58%46%41%34%35%28%29%28%29%

29%26%31%28%32%31%31%30%26%25%29%29%29%29%24%19%23%19%Rising

prices/inflation/cost

of

livingEconomicsituationDefense

&foreign

affairsClimatechange

EnvironmentHealth

andsocial

securityEducationUnemploymentCrimeGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instantmessengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,

n=3,050

social

media

users,

n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

tend

to

have

moreleft

leaning

political

views

than

other

socialmedia

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users28%38%25%10%Category

usersAllrespondents17%17%49%49%20%13%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;"What

social

media

platforms

do

youuseregularly?This

does

not

include

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

socialmedia

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints57%

of

Daum

Cafe

consumers

are

also

active

on

InstagramMarketing

touchpoints:social

media

usageSocial

mediausageinKorea

bybrand100%71%

71%56%57%56%52%45%32%

32%42%29%

29%35%23%

23%35%20%

20%30%17%

17%25%14%

14%23%5%

5%Blind4%

4%DaumCafe

Instagram

YouTubeFacebook

Naver

CafeBandKakaoStory

X(Twitter)AllrespondentsTikTokBrand

usersCategory

users26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=112

DaumCafe

users,n=3050

social

media

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

tend

to

read

magazines

more

often

than

social

media

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks82%

83%71%

67%70%67%63%49%57%45%51%50%47%46%45%44%43%43%39%38%36%35%27%17%17%17%16%16%16%

15%15%6%

6%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioMagazinesDailynewspapersOnlinenewswebsitesPodcastsOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

social

media

platforms

do

youuse

regularly?This

doesnot

include

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;

Base:

n=112

DaumCafeusers,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

social

media

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDaum

Cafe

usersinKorea

havecome

across

digitaladvertisinginthepast4weeks46%45%41%40%39%38%

38%38%38%37%36%36%35%30%28%27%25%25%20%18%18%17%17%17%13%12%11%11%

10%11%Video

portals

Search

enginesBlogs/forumsEditorialwebsitesandappsWebsitesandappsof

brandsOnlinestoresSocial

media

Video

streaming

MusicportalsservicesVideo

gamesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Daum

Cafe

users

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

social

media

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks55%54%52%46%39%37%34%33%31%30%

30%26%24%24%23%23%16%15%12%

12%10%9%

10%9%OnTVOnadvertising

AtthemoviesDirectly

inthestoreInprintedmagazinesandjournalsOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

social

media

platforms

do

you

use

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=112

DaumCafe

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Globa