South Korean consumers expressed a slightly higher level of satisfaction with their overall consumption experiences in 2023. (Image courtesy of Yonhap)
SEOUL, Jun. 21 (Korea Bizwire) – South Korean consumers expressed a slightly higher level of satisfaction with their overall consumption experiences in 2023, according to a survey released on June 20 by the Korea Consumer Agency.
The survey, which measured perceived satisfaction on a 100-point scale, revealed an overall score of 68.1 points, a 1.1-point increase compared to 2021 findings.
The sectors with the highest satisfaction ratings were healthcare and personal care services (72.9 points) and hygiene and beauty services (72.9 points), followed by housing and home goods (72.6 points), clothing (72.5 points), cultural and leisure activities (71.8 points), information and communications technology (71.7 points), and food and dining (71.5 points).
However, consumers expressed relatively lower contentment with financial services and insurance (68.6 points), ceremonies and events (70.3 points), and automotive and transportation (70.3 points).
Notably, 36.7% of respondents, or approximately one in three consumers, reported experiencing issues or inconveniences while purchasing or consuming products and services.
The category with the highest reported problems was food and dining (26.6%), followed by clothing (17.1%), information and communications technology (11.6%), financial services and insurance (10.7%), and cultural and leisure activities (9.7%).
Furthermore, the survey revealed that instances of actual consumer harm were most prevalent in the apparel, footwear, and accessories sector (5.1%), followed by food products (4.9%), food delivery and takeout services (4.4%), and dining services (3.2%).
Single-person households, a rapidly growing segment, exhibited slightly lower overall satisfaction at 66.8 points, compared to households with three or more members (69.5 points) and those with four or more members (69.2 points).
For single-person households, the primary source of dissatisfaction was high prices (54.5%), with product quality issues (44.6%) ranking second.
The survey also highlighted the prevalence of digital consumption, with 72.3% of respondents classified as digital consumers who engage in online shopping and consumption activities. Notably, the usage rate for mobile shopping soared to 86.9%, a substantial 15-percentage-point increase from the 2021 findings.
The nationwide survey was conducted through in-person interviews with 10,000 consumers aged 20 and above across 17 cities and provinces in South Korea.
Ashley Song (ashley@koreabizwire.com)
