Target audience: MOBA (multiplayer online battle arenas) gamers in Korea

Selected insights on target audience: MOBA (multiplayer online battle arenas) gamers in Korea

• Many moba (multiplayer online battle arenas) gamers have a high annual household income
• A happy relationship has less importance to moba (multiplayer online battle arenas) gamers than to the average consumer
• 30% of moba (multiplayer online battle arenas) gamers are innovators or early adopters of new products
• A relatively high share of moba (multiplayer online battle arenas) gamers think that unemployment is an issue that needs to be addressed
• MOBA (multiplayer online battle arenas) gamers remember hearing ads on music portals and streaming services more often than the average consumer

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 moba (multiplayer online battle arenas) gamers in Korea
• Top 10 hobbies and leisure activities of moba (multiplayer online battle arenas) gamers in Korea
• Top 10 sports activities of moba (multiplayer online battle arenas) gamers in Korea
• Top 10 sports followed by moba (multiplayer online battle arenas) gamers in Korea
• Pets living with moba (multiplayer online battle arenas) gamers in Korea

• Agreement with statements in Korea
• The 10 most important issues facing Korea according to moba (multiplayer online battle arenas) gamers
• 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 moba (multiplayer online battle arenas) gamers
• Perceived personal economic situation of moba (multiplayer online battle arenas) gamers
• Agreement with statements regarding economic concerns of moba (multiplayer online battle arenas) gamers

• Type of media consumers in Korea have been using in the past 4 weeks
• Top 10 social networks used by moba (multiplayer online battle arenas) gamers
• Top 10 channels where moba (multiplayer online battle arenas) gamers in Korea remember coming across digital advertising
• Places where consumers in Korea have come across non-digital advertising in the past 4 weeks