Target audience: Tenants in Korea

Selected insights on target audience: Tenants in Korea

• Many tenants have a low annual household income
• Being successful is a relatively important aspect of life to tenants
• 54% of tenants are laggards or in the late majority of innovation adoption
• A relatively high share of tenants think that housing is an issue that needs to be addressed
• 42% of tenants remember seeing advertising in video portals

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Korea
• Gender of consumers in Korea
• Level of education in Korea
• Share of consumers in Korea in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Korea live
• Communities where consumers live in Korea
• Accommodation type and home ownership in Korea
• LGBTQ+ status of consumers in Korea

• Most important aspects of life for consumers in Korea
• Top 10 interests of tenants in Korea
• Top 10 hobbies and leisure activities of tenants in Korea
• Top 10 sports activities of tenants in Korea
• Top 10 sports followed by tenants in Korea
• Pets living with tenants in Korea

• Agreement with statements in Korea
• The 10 most important issues facing Korea according to tenants
• Political attitudes of consumers in Korea
• Innovation adopter types based on statements towards innovation by consumers in Korea
• Economic situation in Korea as percieved by tenants
• Perceived personal economic situation of tenants
• Agreement with statements regarding economic concerns of tenants

• Type of media consumers in Korea have been using in the past 4 weeks
• Top 10 social networks used by tenants
• Top 10 channels where tenants in Korea remember coming across digital advertising
• Places where consumers in Korea have come across non-digital advertising in the past 4 weeks