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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
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
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