Thursday, November 8, 2012

KPop Analytics - Part 3

Picture 1. SM Town World Tour III in Jakarta

After the previous two studies (part 1, part 2) about KPop, this time another study will try to take on demographic side of KPop:

"Who are the people who are interested to KPop?"

Summary
Weighted average demographic data within the 3 samples presented below showed (weight is based on estimate viewer in the the countries studied):

1. Gender
  • KPop audiences consist of more females than males


2. Age
  • KPop audiences dominated by age 18 - 24 (especially in USA and France) and age 35 - 44 (especially in Japan)

Opinion
Market is still potentially growing. In part 1 the interest over time was still had a possibility for trending up further and the study this time also delivered consistent result. As an example, in USA, audience of www.MTV.com was also dominated by age 18 - 24 (similar to audience of www.ALLKPOP.com), however the unique visitors reached 2.6 M (about 4 times more). USA is huge and up to this point, KPop gained interest especially in the area where KPop concerts were held (e.g.: SM Town concerts were held in just Los Angeles and New York). Outside Korea and Japan, KPop still has room to grow.

Methodology
Since demographic data is not (widely) available in some countries, this time analysis will focus on three countries (developed countries which were ever visited by KPop concerts):
  • Japan (to represent Asia)
  • USA (to represent North America)
  • France (to represent Europe)
Tool (and data):
Google AdPlanner (viewed on 7 November 2012)
Analysis will be done by simulating ad placement in popular $GOOG partner in the three countries mentioned above. It is assumed that the popular news or forum site could represent the actual demographic.
Note: Demographic data is not available for every country, hence only limited countries can be analyzed as well

Step 1. Determine websites that will be used to measure the audience
Website as an indicator will be chosen based on Google rank in each country's local Google site (Source) using "K Pop music" translated in popular local language as the Search term. The result is as shown below:
CountrySourceSearch TermSelected Result
Japanwww.google.co.jpケイ ポップ 音楽 www.wowkorea.jp
USAwww.google.comK Pop musicwww.allkpop.com
Francewww.google.frK Pop musiquewww.soompi.fr

Step 2. Analyze demographic data of the websites
Demographic data taken from AdPlanner is as shown below:
GenderJapanUSAFrance
Male36%42%39%
Female64%58%61%

Age (year)JapanUSAFrance
0 - 170%0%0%
18 - 247%57%70%
25 - 3416%26%18%
35 - 4432%8%8%
45 - 5423%4%4%
55 - 6417%2%0%
65 or more6%2%0%

Additional Demographic Data is as shown below:
GenderJapanUSAFrance
The Site's Unique Visitors1.3M650K90K
Internet Penetration Rate
in 2011(1)
78.7%78.2%76.8%
Country's Population(2)127,817,277311,591,91765,436,552
Estimate viewer in the country1.6M830K117K
% Population1.3%0.27%0.18%

Other Sources:
  1. Internet Users
  2. Population

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