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CONSUMERS&BRANDSSmart
home:
Commax
ownersin
KoreaConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofCommax
owners
in
Korea:
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
toRegion:
56countriesbenchmark
Commax
owners
inKorea
(’’brandusers’’)againstKorean
owners
of
smart
home
devices
ingeneral
(’’category
users’’),
and
theoverall
Koreanonliner,
labelled
as’’all
respondents’’
inthe
charts.Numberof
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
September
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsCommax
is
the
seventh
most
ownedsmart
home
brand
in
Korea
with
LG
in
firstplaceManagement
summary:
brandusageand
competitionTop10
most
owned
smart
home
brandsin
KoreaLGSamsung27%27%KTGiGAloTSKTelecomKDNavienKakaohomeCommax18%12%12%9%8%8%KocomGoogle
NestNaver
Clova8%7%4Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=650,
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023The
share
of
owners
of
smart
home
devices
owning
Commax
declined
by1percentage
point
since
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
ownersof
smart
homedevicesowningCommax9%8%8%7%7%7%7%7%7%6%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=39
-
52
Commax
owners,n=521
-
650
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023Commax
owners
in
KoreaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleTraditions,safety,and
security
arerelatively
important
to
Commax
owners.
owners
say
it’stoo
expensive
to
turnConsumerattitudesMarketing
touchpoints38%
ofCommax
owners
arepartofGeneration
X.Itstands
out
that40%
ofCommaxCommax
owners
access
theinternet
viaasmart
TVmore
often
thanthe
averagesmart
home
device
owner.theirhome
intoaSmartHome.Commax
ismore
popularamong
maleowners
of
smart
home
devices
thanfemale
owners
ofsmart
home
devices.Commax
owners
are
more
interested
inhistory
thanotherowners
ofsmarthome
devices.35%
ofCommax
owners
areinnovatorsor
early
adopters
ofnew
products.Onsocial
media,
Commax
ownersinteract
with
companies
more
oftenthan
other
owners
of
smart
homedevices.Commax
hasasmaller
share
ofowners
Photography
isarelatively
popularwith
ahigh
income
than
other
smarthome
brands.Arelatively
highshare
ofCommaxowners
thinkthatfood
&water
securityisanissuethatneedstobeaddressed.hobbyamong
Commax
owners.Commax
owners
remember
hearing
adson
musicportalsand
streaming
servicesmore
often
than
other
owners
of
smarthome
devices.Commax
owners
are
more
likely
toliveinrural
areas
andtowns
thanowners
ofsmart
home
devices
ingeneral.6Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+38%
of
Commax
owners
are
part
of
Generation
XDemographic
profile:
generationsAgeof
consumersinKoreaBrand
users19%18%18%37%38%6%Category
usersAllrespondents33%38%37%11%33%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Commax
owners,
n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023Commax
is
more
popular
among
male
ownersof
smart
home
devices
thanfemale
ownersof
smart
home
devicesDemographic
profile:
genderGenderofconsumersinKoreaBrand
users60%40%Category
usersAllrespondents52%51%48%49%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsSources:Consumer
Insights
Global
as
of
September
20238%
of
Commax
owners
have
a
doctoral
degreeDemographic
profile:
educationConsumer’s
level
of
educationinKorea63%
63%58%15%14%12%12%9%
8%9%
9%8%8%4%3%2%
2%2%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;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
has
a
smaller
share
of
owners
with
a
high
income
than
other
smarthome
brandsDemographic
profile:
incomeShare
ofconsumersinKorea
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users26%43%31%Category
usersAllrespondents34%39%27%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
providers
do
youownSmartHome
devicesfrom?’’;
Multi
Pick;Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Commax
owners
arerelatively
likely
to
live
in
a
couple
householdDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinKorea
live41%38%31%29%26%25%19%15%14%12%12%
12%8%4%4%3%3%2%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=52,
Commaxowners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
are
more
likely
to
live
in
rural
areas
and
towns
than
owners
ofsmart
home
devices
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinKorea35%34%32%32%30%27%18%
18%13%12%10%10%8%5%5%4%4%3%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;
"Which
ofthese
providersdo
you
ownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
allrespondentsConsumer
Insights
Global
as
of
September
202313%
of
Commax
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinKoreaBrand
users13%85%2%Category
users
2%Allrespondents
3%91%90%6%7%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedTraditions,
safety,
and
security
are
relatively
important
to
Commax
ownersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinKorea67%66%45%50%48%45%41%39%35%36%37%35%33%32%26%31%30%24%27%26%18%17%22%18%11%12%12%11%4%4%Havingagood
timeAhappyrelationshipSafety
andsecurityTobesuccessful
Anhonest
andMaking
myLearningnew
thingsAdvancingmy
careerTraditionsSocial
justicerespectable
life
own
decisionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Commaxowners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
are
more
interested
in
history
than
other
owners
of
smarthome
devicesConsumer
lifestyle:
main
interestsTop10
interestsofCommax
owners
inKorea49%44%47%47%44%44%43%44%42%42%41%33%29%25%27%27%27%27%26%22%27%25%25%25%21%20%21%21%19%19%Movies,TVshows&musicHealth
&fitnessTravelFood
&diningCareer
&educationHistorySportsArts&literatureFashion&beautyFinance&economyBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
allrespondentsConsumer
Insights
Global
as
of
September
2023Photography
is
a
relatively
popular
hobby
amongCommax
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofCommax
owners
inKorea48%48%45%37%33%
28%28%29%29%
26%24%29%25%24%24%21%19%23%21%21%20%19%17%16%15%13%13%12%9%7%TravelingPhotographyReadingCooking/bakingOutdooractivitiesVideo
gamingTech
/computersDoing
sportsandfitnessDIYandarts&craftsMeditation/wellnessBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
allrespondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
are
more
likely
to
playcricket
than
other
owners
of
smarthome
devicesConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofCommax
owners
inKorea32%26%22%22%17%18%15%15%15%13%13%13%12%12%12%11%10%10%8%8%8%8%6%4%5%4%3%2%1%1%BadmintonBaseball/SoftballFitness,aerobics,cardioRunning/JoggingGolfCyclingHikingBasketballCricketAmericanFootball
/FlagFootballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=20,
Commax
owners,n=596,
ownersofsmarthomedevices,
n=4217,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
are
more
likely
to
follow
athletics
(track
&
field)
than
otherowners
of
smart
home
devicesConsumer
lifestyle:
sports
followedTop10
sports
followed
byCommax
ownersinKorea39%35%21%15%15%14%13%13%13%13%12%Golf10%10%8%8%8%
8%6%5%4%4%4%4%3%2%Tennis2%1%1%1%1%GymnasticsBaseballSoccerBasketballVolleyballAthleticsBoxingCycling(track&
field)Brand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pick;
Base:
n=14,
Commax
owners,n=399,
ownersofsmarthomedevices,
n=2635,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
smart
home?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
40%
of
Commax
owners
say
it’s
too
expensive
to
turn
theirhome
into
a
Smart
HomeConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inKorea48%40%36%35%32%31%25%25%25%24%23%19%19%17%16%Home
safety
isespecially
It’stoo
expensive
toIamworried
thatMaking
myhomeSmart
appliancesandimportant
to
meconvert
my
homeinto
aSmart
Homepeople
canspy
onme
environmentally
friendly
devices
inmy
home
canthroughmy
devicesCategory
usersisimportant
tomehelp
me
save
moneyBrand
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
Smart
Home
devices
from?’’;
Multi
Pick;
Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=2022,
allrespondentsConsumer
Insights
Global
as
of
September
202335%
of
Commax
owners
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinKorea40%36%36%29%28%25%25%24%13%13%12%10%6%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
providersdo
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Commax
owners
think
that
food
&
water
security
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Korea
according
toCommax
owners62%61%61%
61%48%40%38%36%36%32%35%
31%28%35%34%30%31%31%29%29%29%26%22%27%23%23%18%16%15%13%Rising
prices/inflation/cost
of
livingEconomicsituationClimatechange
EnvironmentDefense
&foreign
affairsEducationCrimeHousingFood
andwater
securityUnifyingthecountryBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
tend
to
have
more
left
leaning
political
views
than
otherowners
of
smart
home
devicesConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinKoreaBrand
users29%38%21%12%13%13%Category
usersAllrespondents18%17%47%49%22%21%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;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsCommax
owners
access
the
internet
via
a
smart
TV
more
often
than
the
averagesmart
home
device
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinKorea
useregularlytoaccesstheinternet94%
93%87%64%54%53%52%50%
50%50%48%38%34%30%29%23%20%17%17%16%13%11%10%10%9%8%7%SmartphoneLaptopDesktop
PCSmart
TVTabletSmartwatchGaming
console
Smart
speakers
Streaming
deviceBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023On
social
media,
Commax
owners
interact
with
companies
more
often
thanother
ownersof
smart
home
devicesMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinKorea
bytype48%48%45%38%44%43%34%42%38%35%37%35%33%27%33%31%31%25%29%27%25%19%23%21%20%18%17%17%16%15%10%9%7%6%5%4%SentprivatemessagesPostedpictures/videosPosted
texts/statusFollowedcompaniesCommented
Liked
postsLikedcompanypostsFollowedpeopleSharedpostsbyother
usersSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediaon
postsbyotherusersupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providersdo
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
tend
to
go
to
the
movies
more
often
than
owners
of
smarthome
devices
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinKorea
havebeen
using
inthepast4weeks90%86%85%75%72%68%64%61%50%58%53%51%50%47%43%43%
38%39%39%37%36%21%32%17%22%21%20%17%17%17%15%8%6%TVMovies
/cinemaDigitalvideo
Digitalmusic
OnlinenewsRadioDailynewspapersOnlinemagazinesPodcastsMagazinesWeeklynewspaperscontentcontentwebsitesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providersdo
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:n=28,
Commax
owners,n=805,
ownersofsmarthome
devices,n=6054,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
remember
hearing
ads
on
music
portals
and
streamingservices
more
often
than
other
owners
of
smart
home
devicesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereCommax
owners
inKorea
havecome
across
digital
advertisinginthepast4weeks44%41%41%38%38%37%33%31%31%30%26%29%28%27%27%27%25%25%25%23%21%22%17%21%21%17%16%12%12%9%Social
mediaBlogs/forumsVideo
portalsOnlinestoresMusicportals
Search
engines
Video
games
Video
streamingservicesOtherappsWebsitesandappsof
brandsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;
Base:n=52,
Commax
owners,n=650,
ownersofsmarthome
devices,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
September
2023Commax
owners
remember
ads
they
saw
in
printed
magazines
andjournalsmore
often
than
other
owners
of
smart
home
devicesMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinKorea
havecome
across
non-digital
advertisinginthepast4weeks59%53%48%37%35%33%32%31%29%28%27%25%17%23%23%19%11%17%15%
15%14%11%10%10%OnTVAtthemovies
OnadvertisingDirectly
inthestoreInprintedmagazinesandjournalsBy
mailshot
/advertisingmailInprinteddailynewspapersOntheradio/cinemaspaceson
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pic
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