Korean consumers adopt constant vigilance in the face of change: Cheil

The report by the Cheil Communication Service Institute is based on 3,800 face-to-face interviews with male and female Koreans aged between 13 and 59 residing in Seoul, Busan, Daegu, Incheon, Daejun and Gwangju.

Cheil’s 2011 report found consumers pulling back and opting for an ‘every man for himself’ approach to life. But last year found Koreans adopting an attitude of constant vigilance, looking for cues on how to respond to daily life, while focusing on the present and worrying less about a future they cannot predict.

Compared with 2011, more consumers in 2012 (49 per cent versus 45 per cent) believe that happiness in the present matters more than in the far future. More are also inclined to treat themselves in the present than save for the future (31 per cent in 2012 versus 25 per cent in 2011).

Consumers have decided that, “Things change every day and every minute so that the daily life is no longer routine,” concluded Cheil. To deal with this, Koreans are increasingly monitoring the latest fashion trends (32 per cent), taking an interest in the styles of friends (37 per cent) and watching TV programmes or reading fashion magazines (26 per cent).

They do so out of concern that others will judge them by their appearance (47 per cent) and they even feel judged by friends (38 per cent). “Consumers are sensitive to reference groups and are eager to know that they are not alone,” said the study. “In the midst of uncertainty they feel less worried when they have the support of others.”

In their acceptance of uncertainty, Koreans are also starting to abandon rigid traditional family values. More Koreans than ever are willing to accept cohabitation (38 per cent versus 37 per cent the year before), divorce (45 per cent versus 41.5 per cent), and marriage due to pre-marital pregnancy (47 per cent versus 43 per cent).

“Consumers in 2012 focus only on child-rearing as the ‘minimal function’ of a family and are willing to ask for the help of relatives, the government or any institution available to help care for their children,” found the report. More (38 per cent versus 36 per cent) are willing to turn to their parents for economic support.

Korean consumers have also started to pay more attention to social and political issues. In 2011, most cut themselves off from matters that did not directly affect or benefit themselves. However, in 2012, more than four in 10 watch the news or current-affairs programmes and 30 per cent have taken an interest in politics.

They have also started to volunteer opinions on these issues, with half actively voicing their views on social networks (versus only 30 per cent the year before) and 46 per cent not hesitating to express views in opposition to someone else (versus 43 per cent in 2011).

Despite being more vocal however, consumers are unwilling to take action on their views as they hold the pessimistic belief that individual acts will not change society and participation levels have dropped across the board.

This is especially evident in a decline in concern for the environment. Only 38 per cent are willing to join environmental campaigns, compared with 41 per cent just two years previously. Environmental consciousness in shopping has also dropped to 40 per cent versus 48 per cent in 2010, and caring for the environment at home has also decreased from 49 per cent to 45 per cent.

With increased attention to their surroundings, Koreans have grown more open toward the notion of living abroad. In 2012, 41 per cent are positive about their children living overseas, versus 38 per cent in 2011. And 52 per cent feel that their lives are limited if they continue to live only in Korea, compared with 47 per cent the year before.

Koreans are also less resistant to foreigners, with 41 per cent believing that foreign residents in Korea are a good thing. More than half now say they can accept an “international marriage” of their children or siblings and 50 per cent are comfortable with foreign colleagues and classmates. In fact, 52 per cent go so far as to embrace the difference in values and cultures between Koreans and foreigners.

Consumers in Korea have also changed in their attitudes toward digital devices. Whereas in 2011 many found their gizmos stressful and incomprehensible, last year consumers felt that they now fully utilize their gadgets and 44 per cent even find them fun and use their devices to troubleshoot, with 40 per cent looking up recipes, 37 per cent booking tickets for performances or movies and 55 per cent turning to social networks for help.

This year marketers in Korea should focus on consumers who are  vigilant, willing to embrace uncertainty and desirous of following the mainstream, concluded the report.