韓國拼車網(wǎng)站macaron m用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSRide

sharing:

macaron

M

usersin

KoreaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofmacaron

Musers

inKorea:

whotheyare;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

macaron

Musers

inKorea

(’’brandusers’’)againstKorean

ridesharingusers

ingeneral

(’’categoryusers’’),

and

the

overall

Korean

onliner,

labelled

as

’’allrespondents’’

inthecharts.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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsmacaron

M

ranks

sixth

among

ride

sharing

services

in

KoreaManagement

summary:

brandusageand

competitionTop7most

used

ridesharingservicesinKoreaKakaoTTADA75%20%UT11%Uber9%i.M7%macaron

MPAPA6%5%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=860,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023macaron

M

users

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsmacaron

Mismore

popularamongMillennials

thanother

ridesharingservices.Havingagood

timeisless

important

tomacaron

Musersthantoother

ridesharingusers.Itstands

out

that52%

ofmacaron

Musers

trytooptformoreenvironmentally-friendly

means

oftransportation.macaron

Musersaccess

theinternet

viaagamingconsole

more

often

thantheaverage

ridesharinguser.53%

ofmacaron

Musers

aremale.Family

andparentingarerelativelyOnsocial

media,

macaron

Musersinteract

with

companies

more

oftenthan

other

ridesharing

users.prevalent

interests

of

macaron

Musers.

35%

ofmacaron

Musers

areinnovatorsor

early

adopters

ofnew

products.macaron

Mhasalarger

shareof

userswith

alow

income

thanotherridesharingservices.Board

or

card

gamesare

relativelypopularhobbiesamong

macaron

Musers.Arelatively

highshare

ofmacaron

Musers

think

thatcivil

rightsare

issuesthatneed

to

beaddressed.macaron

Musersremember

seeing

adsinnewsletters

more

often

thanotherridesharing

users.macaron

Musersare

more

likely

toliveinlargecities

than

ridesharing

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+macaron

M

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users25%56%16%2%Category

usersAllrespondents19%37%35%9%18%33%37%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=55,

macaronMusers,n=860,

ridesharing

users,n=12138,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202353%

of

macaron

M

users

are

maleDemographic

profile:

genderGenderofconsumersinKoreaBrand

users53%47%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

allrespondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

macaron

M

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinKorea67%

67%63%15%14%11%9%9%8%9%6%5%4%4%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:macaron

M

has

a

larger

share

of

users

with

a

low

income

than

other

ridesharing

servicesDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users31%27%42%Category

usersAllrespondents38%34%27%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

macaron

M

users

are

relatively

likely

tolive

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live44%42%38%26%24%

24%20%15%15%12%10%5%5%4%4%3%

3%Multi-2%2%

2%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023macaron

M

users

are

more

likely

to

live

in

largecities

than

ride

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea38%33%32%32%30%25%22%19%18%10%7%

7%5%5%5%4%3%2%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;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,

macaronMusers,n=860,

ride

sharingusers,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

macaron

M

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users9%87%4%Category

users

3%Allrespondents

3%90%90%7%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

less

important

to

macaron

M

users

than

to

other

ridesharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea67%65%51%45%

45%43%41%38%33%33%33%35%35%33%32%29%26%26%24%20%22%

22%22%20%18%16%11%10%3%

4%TraditionsHavingagood

timeTobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

macaron

M

usersConsumer

lifestyle:

main

interestsTop10

interestsofmacaron

MusersinKorea53%52%49%43%47%47%46%44%44%42%42%42%42%41%38%35%35%33%27%31%29%27%26%25%25%23%20%18%18%15%Movies,TVshows&musicTravelFinance&economyHealth

&fitnessPolitics&societyandcurrentworld

eventsVehicles

&mobilityFood

&diningFamily

&parentingFashion&beautyArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=55,

macaronMusers,n=860,

ridesharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

macaron

M

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofmacaron

MusersinKorea52%45%42%42%36%35%35%30%32%24%31%31%29%29%29%28%27%25%23%21%20%20%19%17%Pets17%15%14%13%12%9%TravelingVideo

gamingOutdooractivitiesDoing

sportsandfitnessTech

/computersCars/vehiclesBoard

games/cardgamesPhotographyReadingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,

macaronM

users,n=860,

ridesharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023macaron

M

users

are

more

likely

to

play

baseball

or

softball

than

other

ridesharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofmacaron

MusersinKorea22%16%16%16%16%13%13%13%13%13%12%12%12%Golf11%9%9%8%8%8%8%6%6%6%5%5%4%4%3%2%1%BadmintonBaseball/SoftballBasketballCyclingAmericanFootball

/FlagFootballDancingFitness,aerobics,cardioSoccerRunning/JoggingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=28,

macaronMusers,n=368,

ride

sharing

users,n=4217,

all

respondentsConsumer

Insights

Global

as

of

August

2023macaron

M

users

are

more

likely

to

follow

basketball

than

other

ride

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

bymacaron

MusersinKorea16%15%15%13%15%15%14%13%11%9%9%7%7%7%6%7%5%5%4%4%3%2%2%2%2%1%1%1%1%0%Field

hockeyBaseballBasketballSoccerVolleyballGolfAmericanfootballTennisBoxingCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=15,

macaronM

users,n=217,

ride

sharing

users,n=2635,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

52%

of

macaron

M

users

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinKorea53%52%50%45%38%38%33%33%

33%31%31%27%24%23%22%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveDriving

carsisbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=55,

macaronM

users,n=860,

ride

sharingusers,n=2022,

all

respondentsConsumer

Insights

Global

as

of

August

202335%

of

macaron

M

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea44%37%36%33%28%27%25%20%14%13%10%9%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,macaronM

users,n=860,

ride

sharing

users,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

macaron

M

users

think

that

civil

rights

are

issues

thatneed

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

tomacaron

Musers64%62%

61%61%44%38%34%38%34%35%35%35%30%30%27%32%27%31%28%25%29%29%28%29%27%27%27%22%18%

18%Rising

prices/inflation/cost

of

livingEconomicsituationEducationEnvironmentHousingClimatechangeCivilrightsHealth

andsocial

securityUnemploymentCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=55,

macaronMusers,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

macaron

M

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users16%16%17%40%36%7%Category

usersAllrespondents47%25%12%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=55,

macaronM

users,n=860,

ride

sharing

users,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsmacaron

M

users

access

the

internet

via

a

gaming

console

more

often

than

theaverage

ride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKorea

useregularlytoaccesstheinternet96%93%89%84%67%64%55%55%53%53%51%50%43%42%40%40%34%32%23%21%18%16%13%12%10%8%7%SmartphoneLaptopDesktop

PCSmart

TVTabletGaming

consoleAllrespondentsSmartwatchSmart

speakers

Streaming

deviceBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,macaronM

users,n=860,

ride

sharing

users,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

macaron

M

users

interact

with

companies

more

often

thanother

ride

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinKorea

bytype56%55%55%53%50%38%47%47%48%44%44%44%40%40%38%27%37%25%36%35%34%27%25%16%23%15%21%18%17%13%11%10%7%3%0%0%Commented

Sentprivateon

posts

messagesPostedpictures/videosFollowedpeoplePosted

texts/statusSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesLiked

postsbyotherusersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=55,macaronM

users,n=860,

ride

sharing

users,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023macaron

M

users

tend

toread

magazines

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks89%85%82%80%

80%68%

68%64%61%47%61%61%61%54%43%51%48%45%37%41%39%24%39%28%17%27%25%15%25%17%17%9%6%TVDigitalvideocontentMovies

/cinemaDigitalmusiccontentRadioOnlinenewswebsitesMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=44,

macaronM

users,n=435,ride

sharing

users,n=6054,

all

respondentsConsumer

Insights

Global

as

of

August

2023macaron

M

users

remember

seeing

ads

in

newsletters

more

often

than

otherride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswheremacaron

MusersinKorea

havecome

across

digital

advertisinginthepast4weeks46%45%45%45%42%42%41%38%35%35%33%34%25%33%33%33%31%30%21%26%24%22%18%17%17%15%14%12%11%11%OnlinestoresVideo

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Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

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sharing

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hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;

Base:

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users,n=860,

ride

sharing

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n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

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M

users

remember

ads

they

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touchpoints:non-digital

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whereconsumersinKorea

havecome

across

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Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

months?’’;Multi

Pick