Target audience: Soap opera & telenovela fans in Korea

Selected insights on target audience: Soap opera & telenovela fans in Korea

• 39% of soap opera & telenovela fans have a medium annual household income
• A happy relationship has less importance to soap opera & telenovela fans than to the average consumer
• 21% of soap opera & telenovela fans are innovators or early adopters of new products
• A relatively high share of soap opera & telenovela fans think that defense & foreign affairs are issues that need to be addressed
• Soap opera & telenovela fans 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
• LGBTQ+

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

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Korea
• Gender of consumers in Korea
• Consumer’s level of education in Korea
• Share of consumers in Korea in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Korea live
• Communities where consumers live in Korea
• LGBTQ+ status of consumers in Korea

• Most important aspects of life for consumers in Korea
• Top 10 interests of soap opera & telenovela fans in Korea
• Top 10 hobbies and leisure activities of soap opera & telenovela fans in Korea
• Top 10 sports activities of soap opera & telenovela fans in Korea
• Top 10 sports followed by soap opera & telenovela fans in Korea

• Agreement with statements in Korea
• Innovation adopter types based on statements towards innovation by consumers in Korea
• The 10 most important issues facing Korea according to soap opera & telenovela fans
• Political attitudes of consumers in Korea

• Top 10 places where soap opera & telenovela fans in Korea have come across digital advertising in the past 4 weeks
• Devices consumers in Korea use regularly to access the internet
• Social media activities in Korea by type
• Places where consumers in Korea have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Korea have been using in the past 4 weeks