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CONSUMERSBRANDS

Targetaudience:Sportsvideo

gamersinKoreConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered

’’Sports’’tothemulti-pickquestion’’Ingeneral,whichtypesofvideogamesdoyouplay?’’.

ThereportoffersthereaderacomprehensiveoverviewofsportsvideogamersinKorea:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarksportsvideogamersinKorea(’’targetaudience’’)againsttheaverageKoreanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingKorea)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

SportsvideogamersinKorea

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Sportsvideogamerstendtobeyounger,39%areMillennials.

Sportsvideogamersarepredominantlymale.

Manysportsvideogamershaveamediumannualhouseholdincome.

23%ofsportsvideogamersliveinacitywithover1millioninhabitants.

Beingsuccessfulhasmoreimportancetospor