Korea's Youth Market Trends

Korea Herald notes...

Twinsumers, Contents Generation, Cool Hunters, Fantastici- sm, Concrete Consumers. These words represent today's young consumers, according to the LG Economic Research Institute (LGERI).

The LGERI report shows the specific spending patterns of young consumers. Young people rely on other consumers' reviews on products. Many young consumers prefer Internet shopping.

Internet shopping makes it difficult for consumers to get information on products. Thus, opinions of consumers are very important. These consumers are called Twinsumers.

Young consumers also want products that are special and unique. The LGERI report says that young people want to experience adventure and fantasy when shopping. This is called Fantasticism.

On the other hand, Concrete Consumers are not affected by advertising campaigns. They do not trust advertising.

Today's young consumers also like to share information. SK's Cy- world offers a platform in which young people can share information. The types of information include music, dance and foreign languages. These consumers are called the Contents Generation.

Some consumers want to lead product trends. They volunteer to test new products that haven't yet hit the market. They are called Cool Hunters. Companies often use the opinions of Cool Hunters to improve their products.