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

CONSUMERS&BRANDSSocial

media:

Clubhouse

usersin

KoreaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofClubhouseusers

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

Clubhouseusers

inKorea

(’’brandusers’’)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

insightsClubhouse

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

2024Clubhouse

users

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsClubhouseismore

popularamongMillennials

thanother

social

networks.Havingagood

timeisless

important

toClubhouseusers

than

to

other

socialmedia

users.Itstands

out

that69%

ofClubhouseusers

areexcited

aboutusingthemetaverse.52%

ofClubhouseconsumers

are

alsoactiveon

Instagram.53%

ofClubhouseusers

aremale.Clubhouseusers

remember

hearing

adsinpodcastsmore

often

than

othersocial

media

users.Family

andparentingarerelativelyprevalent

interests

of

Clubhouseusers.37%

ofClubhouseusers

areinnovatorsor

early

adopters

ofnew

products.Clubhousehasalarger

shareof

userswith

ahigh

income

than

other

socialnetworks.Meditation

or

wellness

are

relativelypopularhobbiesamong

Clubhouseusers.Arelatively

highshare

ofClubhouseusers

think

thatfood

&water

security

isanissuethatneeds

tobeaddressed.Clubhouseusers

aremore

likely

toliveincitieswith

over

1million

inhabitantsthan

social

media

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Clubhouse

is

more

popular

among

Millennials

than

other

social

networksDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users21%20%53%23%3%Category

usersAllrespondents32%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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

Clubhouse

users

are

maleDemographic

profile:

genderGenderofconsumersinKoreaBrand

users53%47%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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:75%

of

Clubhouse

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinKorea63%62%52%20%16%15%11%9%9%

9%7%

7%3%3%

3%3%

2%

2%1%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=75

Clubhouseusers,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Clubhouse

has

a

larger

share

of

users

with

a

high

income

than

other

socialnetworksDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users43%21%36%Category

usersAllrespondents32%33%35%33%33%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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

social

media

users,

Clubhouse

users

are

relatively

likely

tolive

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live40%38%

38%25%25%20%16%

16%12%12%11%11%9%7%5%4%4%

4%2%

2%Other1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Clubhouse

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

social

media

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea34%33%32%31%29%29%26%18%17%9%

9%7%6%5%

5%5%3%3%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=75

Clubhouse

users,n=3,050

socialmedia

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

Clubhouse

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users5%91%4%Category

users

3%Allrespondents

3%91%6%90%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=75

Clubhouseusers,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

Clubhouse

users

than

to

other

socialmedia

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea68%

68%41%44%43%43%41%41%36%

36%33%28%33%32%32%

27%26%32%29%28%21%

21%21%17%

18%12%12%11%3%

4%TraditionsTobesuccessfulHavingagood

timeLearningnew

thingsAhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andAdvancingmy

careerSafety

andsecuritySocial

justiceBrand

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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Family

and

parenting

are

relatively

prevalent

interests

of

Clubhouse

usersConsumer

lifestyle:

main

interestsTop10

interestsofClubhouseusersinKorea47%

46%43%42%41%

41%40%39%35%33%33%33%31%31%25%29%29%

26%25%29%28%27%25%24%23%22%18%17%14%14%Health

&fitnessFinance&economyMovies,TVshows&musicSportsFood

&diningTravelFamily

&parentingPolitics&societyandcurrentworld

eventsVehicles

&mobilityFashion&beautyBrand

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=75

Clubhouse

users,n=3,050social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Meditation

or

wellness

are

relatively

popular

hobbies

among

Clubhouse

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofClubhouseusersinKorea44%

44%43%39%33%30%29%32%32%32%30%25%25%25%23%23%20%20%17%Pets15%14%14%13%12%11%

11%9%

9%8%

8%OutdooractivitiesTravelingCars/vehiclesCooking/bakingMeditation/wellnessSocializingShoppingDIYandarts&craftsDoing

sportsandfitnessBrand

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=75

Clubhouse

users,n=3,050social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Clubhouse

users

are

more

likely

to

play

table

tennis

than

other

social

mediausersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofClubhouseusersinKorea28%27%25%24%24%23%23%17%17%16%15%12%8%

8%Golf8%7%8%

8%6%

6%5%5%5%5%

5%5%4%4%4%3%Fitness,aerobics,

cardioTableTennisBadmintonBasketballCyclingRunning/joggingHikingSwimming/DivingDancingBrand

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=35Clubhouse

users,n=1,029

social

media

users,n=4,148

all

respondentsConsumer

Insights

Global

as

of

June

2024Clubhouse

users

are

more

likely

to

follow

boxing

than

other

social

media

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byClubhouse

usersinKorea20%19%17%17%16%14%13%13%13%13%

13%12%11%11%5%5%5%4%3%2%2%2%2%1%1%1%1%

1%1%0%BasketballBoxingAmericanfootballBaseballGolfMixedMartial

ArtsSoccerWinter

sportsAthletics(track&

field)MotorsportsBrand

usersCategory

usersAllrespondents19

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=25Clubhouse

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

69%

of

Clubhouse

users

are

excited

about

using

themetaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainKorea69%69%56%50%43%44%40%33%27%22%21%17%14%13%11%Ihaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseIdon’tmindadvertising

ifIgetIuseadblockers

whenbrowsing

theinternetIoften

havedifficultydistinguishinginfluencers

advertised

(immersive

virtualworld)

free

content

inreturnthemadvertising

from

contentBrand

usersCategory

usersAllrespondents21

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=75

Clubhouse

users,n=3,050

socialmedia

users,n=2,020

all

respondentsConsumer

Insights

Global

as

of

June

202437%

of

Clubhouse

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea36%34%33%33%28%27%26%26%16%13%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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Clubhouse

users

think

that

food

&

water

security

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toClubhouseusers59%58%35%34%35%35%28%28%33%31%31%31%29%29%28%28%26%27%27%25%25%

24%24%24%18%17%15%15%

16%12%EducationEnvironmentFood

andwater

security

social

securityHealth

andRising

prices/inflation/cost

of

livingDefense

&foreign

affairsHousingCivilrightsUnemploymentUnifyingthecountryBrand

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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

social

media

users,

Clubhouse

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users21%37%40%1%Category

usersAllrespondents17%49%20%13%13%17%49%21%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=75

Clubhouse

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

touchpoints52%

of

Clubhouse

consumers

are

also

active

on

InstagramMarketing

touchpoints:social

media

usageSocial

mediausageinKorea

bybrand100%71%

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

32%43%39%23%

23%29%35%35%20%

20%35%33%29%29%17%

17%14%

14%5%

5%Everytime

KakaoStory

Naver

Cafe

X(Twitter)2%

2%Clubhouse

Instagram

FacebookYouTubeBandTikTokBrand

usersCategory

usersAllrespondents26

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=75

Clubhouse

users,n=3050

social

media

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Clubhouse

users

tend

to

read

magazines

more

often

than

social

media

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks82%

83%67%

67%67%64%64%64%49%55%45%55%52%51%50%46%47%45%44%37%36%35%27%17%17%17%16%16%16%

15%15%6%

6%TVDigitalvideocontentMagazinesMovies

/cinemaDigitalmusiccontentRadioDailynewspapersPodcastsOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=75

Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Clubhouse

users

remember

hearing

ads

in

podcasts

more

often

than

othersocial

media

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereClubhouseusersinKorea

havecome

across

digitaladvertisinginthepast4weeks43%41%39%37%40%39%39%38%

38%35%35%33%33%32%28%27%25%25%20%18%17%17%13%12%11%11%10%11%7%

7%Social

mediaEditorialwebsitesandappsOnlinestoresPodcastsVideo

portalsVideo

gamesWebsitesandappsof

brandsMusicportals

Search

enginesBlogs/forumsBrand

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=75Clubhouse

users,n=3,050

social

media

users,n=12,145

all

respondentsConsumer

Insights

Global

as

of

June

2024Clubhouse

users

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

social

media

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks55%54%48%43%43%43%41%37%37%37%30%

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

12%9%

10%10%9%Atthemovies/cinemaInprinteddailynewspapersInprintedmagazinesandjournalsOnTVOntheradioBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspaceson

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=75

Clubhouse

users,

n=3,050

social

media

users,

n=12,145

all

respondentsConsumer

Insights

Global

as

o