韓國社交媒體用戶分析報告：Snapchat-外文版培訓(xùn)課件2024.7temu小米SU7

CONSUMERS&BRANDSSocial

media:

Snapchat

users

inKoreaConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSnapchatusersinKorea:

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,the

report

allows

thereader

tobenchmark

Snapchatusers

inKorea

(’’brand

users’’)againstKorean

social

media

users

ingeneral(’’category

users’’),

and

the

overall

Korean

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Korea)?

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsSnapchat

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:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSnapchatis

more

popularamongMillennials

thanother

social

networks.Havingagood

timeisless

important

toSnapchatusers

than

toothersocialmedia

users.Itstands

out

that68%

ofSnapchatusers

79%

ofSnapchatconsumers

arealsoareexcited

aboutusingthemetaverse.activeon

YouTube.There

is

afairlyeven

splitofmale

andfemale

Snapchatusers.52%

ofSnapchatusers

are

innovatorsor

early

adopters

ofnew

products.Snapchatusers

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

social

mediausers.Gaming

and

eSports

are

relativelyprevalent

interests

of

Snapchatusers.Snapchathasalarger

share

ofuserswith

ahigh

income

than

other

socialnetworks.Arelatively

highshare

ofSnapchatusers

think

thattheenvironment

isanissuethatneedstobeaddressed.Outdooractivities

arearelativelypopularhobbyamong

Snapchatusers.Snapchatusers

aremore

likely

to

live

inmegacities

than

social

media

users

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Snapchat

is

morepopular

among

Millennials

than

other

social

networksDemographic

profile:

generationsAge

of

consumersinKoreaBrand

users30%49%21%0%Category

usersAllrespondents20%19%32%39%8%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=61

Snapchat

users,n=3,050

social

media

users,n=12,145all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Snapchat

usersDemographic

profile:

genderGenderofconsumersinKoreaBrand

users49%50%51%51%50%49%Category

usersAllrespondentsMaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Snapchat

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinKorea72%63%62%16%

15%10%

9%

9%8%7%

7%5%3%

3%2%2%

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=61

Snapchatusers,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

has

a

larger

share

of

users

with

a

high

income

than

other

socialnetworksDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users62%10%28%Category

usersAllrespondents32%33%35%33%33%33%HighMiddleLow10

Notes: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=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

social

media

users,

Snapchat

users

are

relatively

likely

to

livein

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live41%38%

38%25%25%16%16%16%

16%13%12%11%7%5%4%4%

4%3%3%2%

2%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes: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=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

are

more

likely

to

live

in

megacities

than

social

media

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea53%34%32%31%29%22%18%17%15%9%

9%5%

5%6%5%5%3%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:’’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=61

Snapchat

users,n=3,050

socialmedia

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202411%

of

Snapchat

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users11%80%8%Category

users

3%Allrespondents

3%91%6%90%7%YesNoWould

rathernot

say13

Notes:’’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=61

Snapchatusers,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

less

important

to

Snapchat

users

than

to

other

socialmedia

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea68%

68%43%43%44%44%43%41%36%34%41%36%33%30%32%27%30%28%26%25%21%

21%17%

18%11%13%12%11%3%

4%Havingagood

timeAhappyrelationshipLearningnew

thingsAnhonest

andrespectable

lifeAdvancingmy

careerSafety

andsecurityTobesuccessfulMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:’’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=61

Snapchat

users,

n=3,050

social

media

users,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Gaming

and

eSportsare

relatively

prevalent

interests

of

Snapchat

usersConsumer

lifestyle:

main

interestsTop10

interestsofSnapchat

usersinKorea70%64%59%57%54%52%51%49%49%47%

46%43%43%42%41%

41%40%39%26%27%25%25%25%24%23%21%

22%22%18%12%Finance&economyMovies,TVshows&musicTravelPolitics&societyandcurrentworld

eventsHealth

&fitnessScience

&technologyFood

&diningGaming

&eSportsSportsFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:’’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=61

Snapchat

users,n=3,050social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Snapchat

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSnapchat

usersinKorea66%57%54%51%48%46%46%44%

44%41%39%39%30%

30%23%23%23%21%20%

20%18%18%17%Pets15%14%

14%13%12%9%8%OutdooractivitiesTravelingTech

/computersCars/vehiclesVideo

gamingDoing

sportsandfitnessShoppingCooking/bakingBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:’’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=61

Snapchat

users,n=3,050social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

socialmedia

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSnapchat

usersinKorea44%43%43%33%33%31%31%30%30%28%15%12%8%

8%Golf8%7%8%

8%7%6%4%5%

5%5%

5%4%3%3%3%1%Fitness,aerobics,

cardioRunning/joggingSoccerTableTennisBadmintonBasketballWintersportsTennisCyclingBrand

usersCategory

usersAllrespondents18

Notes:’’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=45Snapchat

users,n=1,029

social

media

users,n=4,148

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

are

more

likely

to

follow

golf

than

other

social

media

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySnapchat

usersinKorea38%31%30%26%21%20%20%20%20%18%16%14%13%

13%5%5%5%4%4%3%2%

2%Tennis3%

2%Mixed2%2%2%1%1%0%Winter

sportsSoccerGolfBaseballBasketballAmericanfootballVolleyballBoxingMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:’’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=30Snapchat

users,n=704

social

media

users,

n=2,639

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20It

stands

out

that

68%

of

Snapchat

users

are

excited

about

using

the

metaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&social

mediainKorea68%68%63%43%40%37%33%32%27%22%21%17%14%13%11%Idon’tmindadvertising

ifIgetIamexcited

aboutusing

Ihaveboughtproductsthe

metaverse

because

celebrities

orIoften

havedifficultydistinguishingIuseadblockers

whenbrowsing

theinternetfree

content

inreturn

(immersive

virtualworld)

influencers

advertised

advertising

from

contentthemBrand

usersCategory

usersAllrespondents21

Notes:’’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=61

Snapchat

users,n=3,050

socialmedia

users,n=2,020

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202452%

of

Snapchat

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea44%36%34%28%27%26%26%26%16%11%10%8%5%1%Innovators1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes: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=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Snapchat

users

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toSnapchat

users60%

59%59%58%51%49%49%41%41%41%39%30%32%35%34%34%33%31%

31%29%28%29%30%29%28%26%25%

24%15%12%EconomicsituationEnvironmentRising

prices/inflation/cost

of

livingDefense

&foreign

affairs

social

securityHealth

andUnemployment

ClimatechangeEducationCrimeFood

andwater

securityBrand

usersCategory

usersAllrespondents23

Notes:’’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=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Many

Snapchat

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users13%51%30%7%Category

usersAllrespondents17%49%20%13%13%17%49%21%LeftCenterRightPrefer

notto

answer24

Notes: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=61

Snapchat

users,n=3,050

socialmedia

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpoints79%

of

Snapchat

consumers

are

also

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinKorea

bybrand100%71%79%77%74%71%69%64%56%

56%54%54%44%43%23%

23%32%

32%29%

29%20%

20%17%

17%14%

14%2%

2%2%

2%TumblrSnapchatYouTube

Instagram

Facebook

X(Twitter)TikTokKakaoStory

Naver

CafeAllrespondentsBandBrand

usersCategory

users26

Notes:’’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=61

Snapchat

users,n=3050

social

media

users,n=3050

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

tend

to

read

magazines

more

often

than

social

media

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks84%

82%84%83%82%67%

67%75%72%72%70%67%67%59%50%56%49%46%45%45%44%36%35%17%17%17%16%16%16%

15%15%6%

6%TVMovies

/cinemaDigitalvideo

Digitalmusiccontent

contentRadioMagazinesPodcastsDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:’’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=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

social

media

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSnapchat

usersinKorea

havecome

across

digitaladvertisinginthepast4weeks62%62%62%56%56%54%54%54%46%46%40%39%38%

38%28%25%20%18%18%17%17%

17%13%12%11%11%

11%10%7%

7%MusicportalsSocial

mediaVideo

portals

Video

streamingservicesWebsitesandappsof

brandsEditorialwebsitesandappsSearch

engines

Video

gamesBlogs/forumsPodcastsBrand

usersCategory

usersAllrespondents28

Notes:’’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=61Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Snapchat

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

social

media

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks70%64%59%55%56%54%52%51%49%44%30%

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

12%9%

10%10%9%Atthemovies

OnadvertisingOnTVDirectly

inthe

storeInprinteddailynewspapersOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmail/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents29

Notes:’’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=61

Snapchat

users,n=3,050

social

media

users,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT