韓國Coupang書店用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSBook

stores:

Coupang

shoppersin

KoreaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCoupangshoppers

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

Coupangshoppers

inKorea

(’’brandusers’’)

againstKorean

book

store

shoppers

ingeneral(’’category

users’’),

and

theoverall

Korean

onliner,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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

13%,

Coupang

is

one

of

the

top

5

bookstores

in

KoreaManagement

summary:

brandusageand

competitionTop10

most

used

book

stores

inKoreaKyoboBook

CentreAladin38%36%Yes2432%Interpark14%13%12%10%10%CoupangYoungpoong

BookstoreAuctionBooks

11th

StreetBandi&Luni’sGmarket8%7%4Notes:"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=626,

book

store

shoppersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

book

store

shoppers

using

Coupang

grew

by2

percentage

pointssince

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

book

store

shoppersusing

Coupang13%12%11%11%11%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=37

-

81

Coupang

shoppers,

n=337

-

668

book

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:Coupang

shoppers

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsCoupangismore

popularamongMillennials

thanother

book

stores.Havingagood

timeisless

important

toCoupangshoppers

thanto

other

bookstore

shoppers.Itstands

out

that54%

ofCoupangshoppers

think

it’simportant

to

get

thebest

imageandsoundquality.Coupangshoppers

access

theinternetviaasmart

TVmore

often

thantheaverage

book

store

shopper.There

is

afairlyeven

splitofmale

andfemale

Coupangshoppers.Family

andparentingarerelativelyprevalent

interests

of

Coupangshoppers.27%

ofCoupangshoppers

areinnovators

or

early

adopters

ofnewproducts.Coupangshoppers

tendtobemoreactiveon

social

media

than

other

bookstore

shoppers.Coupanghasalarger

shareof

shopperswith

alow

income

thanotherbookstores.Tech

or

computers

arerelativelypopularhobbiesamong

Coupangshoppers.Arelatively

highshare

ofCoupangshoppers

think

thatgovernment

debtisanissuethatneeds

tobeaddressed.Coupangshoppers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

book

store

shoppers.Coupangshoppers

aremore

likely

toliveinrural

areas

and

towns

thanbookstore

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Coupang

ismore

popular

among

Millennials

than

other

book

storesDemographic

profile:

generationsAgeof

consumersinKoreaBrand

users23%46%22%9%Category

usersAllrespondents16%36%33%35%37%12%18%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=81,

Coupang

shoppers,

n=626,

bookstoreshoppers,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

Coupang

shoppersDemographic

profile:

genderGenderofconsumersinKoreaBrand

users52%48%Category

usersAllrespondents49%51%51%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,

n=12138,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202319%

of

Coupang

shoppers

have

a

master’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinKorea66%63%57%19%15%15%14%11%8%9%6%4%2%

2%2%

2%

2%1%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

has

a

larger

share

of

shoppers

with

a

lowincome

than

other

bookstoresDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users27%36%36%Category

usersAllrespondents36%35%29%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

store

shoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

book

store

shoppers

overall,

Coupang

shoppers

are

relativelyunlikely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live41%40%38%26%22%20%17%15%14%12%12%11%6%5%4%4%4%3%3%1%

2%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=81,

Coupang

shoppers,

n=626,

bookstoreshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

shoppers

are

more

likely

to

live

in

rural

areas

andtowns

than

bookstore

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea32%32%32%32%31%30%19%18%11%10%10%9%9%6%5%5%4%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,

n=12138,all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Coupang

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users11%84%5%Category

users

4%Allrespondents

3%90%6%90%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,

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

Coupang

shoppers

than

to

other

bookstore

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea67%67%52%44%37%41%46%45%41%38%38%29%35%35%35%32%28%23%26%26%20%17%22%18%11%

11%6%5%4%

4%Havingagood

timeAhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Coupang

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofCoupang

shoppersinKorea54%51%48%

47%43%48%48%47%47%43%44%41%38%38%38%35%32%31%25%31%30%30%22%28%27%25%22%19%18%15%Movies,TVshows&musicTravelHealth

&fitnessFinance&economyCareer

&educationFashion&beautySportsScience

&technologyPolitics&societyandcurrentworld

eventsFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

store

shoppers,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Coupang

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCoupangshoppersinKorea56%50%45%43%41%38%33%33%31%28%27%27%27%26%20%24%25%25%22%22%21%19%19%17%16%Pets15%15%14%13%13%TravelingOutdooractivitiesReadingTech

/computersVideo

gamingDoing

sportsandfitnessPhotographyCooking/bakingCars/vehiclesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

shoppers

are

more

likely

to

play

badminton

than

other

book

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCoupangshoppersinKorea20%16%14%14%14%14%14%12%12%11%11%11%11%11%10%Golf9%8%8%8%8%8%7%6%6%5%5%5%4%4%3%BadmintonRunning/JoggingBasketballDancingFitness,aerobics,cardioTableTennisSoccerYoga

/PilatesBaseball/SoftballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Wherehave

you

purchased

printed

books

in

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=41,

Coupang

shoppers,

n=277,

bookstoreshoppers,

n=4217,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

shoppers

are

more

likely

to

follow

volleyballthan

other

book

storeshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byCoupangshoppersinKorea27%23%20%16%16%16%14%14%13%11%10%10%9%7%6%6%5%5%4%4%4%3%2%2%2%2%2%1%1%1%SoccerBaseballGolfVolleyballBasketballTennisAmericanfootballTabletennisSwimming/divingMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=31,

Coupang

shoppers,

n=175,book

storeshoppers,

n=2635,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

54%

of

Coupang

shoppers

think

it’s

important

to

get

the

bestimage

and

sound

qualityConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainKorea73%65%56%55%54%48%47%

46%43%38%36%35%35%33%19%Iwant

to

access

mymusic/movies

onallmy

asitiseasier

tomanage

togetthebestimageIprefer

digitalcontentItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

store

shoppers,

n=2021,all

respondentsConsumer

Insights

Global

as

of

August

202327%

of

Coupang

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea38%38%36%28%27%26%25%24%19%16%11%10%1%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=81,

Coupangshoppers,

n=626,

bookstoreshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Coupang

shoppers

think

that

government

debt

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toCoupang

shoppers66%63%61%61%59%47%41%39%35%35%29%36%36%32%34%33%28%32%31%30%30%30%30%29%28%22%28%27%20%18%EconomicsituationRising

prices/inflation/cost

of

livingEnvironment

Unemployment

ClimatechangeHealth

andsocial

securityCrimeDefense

&foreign

affairsEducationGovernmentdebtBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

store

shoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

Coupang

shoppers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users22%27%36%15%Category

usersAllrespondents19%48%22%10%17%49%21%13%LeftCenterRightPrefer

nottoanswer25

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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,

n=626,

book

store

shoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsCoupang

shoppers

access

the

internet

via

a

smart

TV

more

often

than

theaverage

book

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKorea

useregularlytoaccesstheinternet94%

94%93%67%64%59%59%57%53%50%51%43%40%34%33%28%27%25%23%21%16%14%13%10%9%8%7%SmartphoneLaptopDesktop

PCTabletSmart

TVSmartwatchStreaming

device

Gaming

console

Smart

speakersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=81,

Coupang

shoppers,n=626,

book

storeshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

shoppers

tend

to

be

more

active

on

social

media

than

other

bookstore

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinKorea

bytype51%47%43%

43%38%43%42%42%40%38%38%27%37%35%27%35%34%34%25%25%25%24%17%22%22%15%19%16%18%15%11%10%10%7%5%1%Postedpictures/videosCommented

Sentprivateon

posts

messagesLikedcompanypostsPosted

texts/statusFollowedpeopleLiked

postsbyotherusersSharedpostsbyother

usersSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedcompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=81,

Coupang

shoppers,n=626,

book

storeshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

shoppers

tend

to

go

to

the

movies

more

often

than

book

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks86%

85%85%74%70%

70%68%55%47%53%51%

51%49%49%47%43%42%37%44%40%35%33%27%17%25%17%25%15%20%21%17%14%6%TVMovies

/cinemaDigitalvideo

Digitalmusic

OnlinenewsRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspaperscontentcontentwebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=81,

Coupang

shoppers,

n=626,

book

storeshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

2023Coupang

shoppers

remember

seeing

ads

on

blogs

and

forumsmore

often

thanother

book

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCoupangshoppersinKorea

havecome

across

digitaladvertisinginthepast4weeks48%47%44%41%43%42%38%33%33%32%28%

28%31%25%30%28%28%27%26%26%23%21%19%17%17%

17%14%13%11%11%Blogs/forumsVideo

portalsOnlinestoresSocial

media

Search

engines

Video

streamingservicesOtherappsVideo

gamesNewslettersEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=81,

Coupang

shoppers,n=626,

book

storeshoppers,

n=12138,

all

respondentsConsumer

Insights

Global

as

of

August

202367%

of

Coupang

shoppers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks67%55%53%44%31%41%36%27%32%31%25%15%23%23%22%19%19%18%16%15%14%14%10%10%OnTVAtthemovies/cinemaDirectly

inthestoreOnadvertisingspacesInprintedmagazinesandjournalsOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

or