[Asia Economy Reporter Lim Chun-han] The home training (home training) trend is evolving in the 2020 With-Corona era, according to a new outlook.
On the 10th, Innocean Worldwide released the ‘Home Training 2.0: Hometechnis’ big data analysis trend report. This report is the result of analyzing approximately 670,000 pieces of online data related to ‘home training’ produced from January to December last year through major blogs, cafes, and SNS by the Data Command Center, Innocean’s dedicated big data analysis organization.
Last year, the number of keywords related to ‘home training’ increased by 104% compared to the previous year. Since the home training trend first appeared in 2017 (Home Training 1.0), interest has grown significantly, and a new trend (Home Training 2.0) is unfolding. Innocean explained, “Due to social activity restrictions caused by the emergence of new viruses threatening personal and public health, the time spent staying at home has increased, making home training to boost immunity and maintain health a daily routine.”
Among the words related to home training, terms such as daily life (47,639 cases), day (37,822 cases), and record (27,152 cases) showed a significant increase compared to 2017. Additionally, new coined terms like Hellini (28,645 cases) and Hwackjinja (4,896 cases) emerged, and new needs for home training continue to influence various industries including broadcasting and media content, food and beverage, and fashion sectors.
The purchase volume of health equipment and clothing increased, and mentions (27,200 cases) and searches (213,947 cases) for home gyms also expanded. The trend of home training enthusiasts purchasing exercise equipment such as mats (15,023 cases), bands (12,751 cases), treadmills (9,364 cases), and dumbbells (8,742 cases) through various distribution channels, especially online, to properly set up home gyms is growing.
Home Training 2.0 differentiates itself from previous trends in how consumers enjoy home training. Based on platforms like YouTube (26,554 cases) (platform 1,707 cases), home training video content (42,229 cases) is becoming active. Health YouTubers are gaining great popularity as major creators following games, song covers, and mukbang, and famous sports stars are actively participating by creating and sharing home training content (1,361 cases) on YouTube.
Moreover, services based on non-face-to-face technology that overcome the limitations of existing home training classes have appeared. For example, live home training services that allow real-time (150 cases) interactive communication and exercising together with trainers through video call solutions are emerging.
This report also highlighted the growth of the smart home training market incorporating cutting-edge technologies such as artificial intelligence and augmented reality. Currently, in Korea, smart home training services are provided mainly by mobile carriers, while overseas, startups centered on subscription economy models are leading the market. The home training industry is expected to accelerate by datafying and analyzing users’ exercise records through AI-based devices like smart mirrors.
Based on the above, the evolved Home Training 2.0 trend in the Ontact New Normal era was presented as ‘Hometechnis (Home + Technology + Fitness).’ This is interpreted as a trend where home training has become a daily routine due to COVID-19, equipped with optimal equipment and space, and consuming customized content integrated with cutting-edge technology across various platforms.
An Innocean official said, “The home training market is developing into a converged industry combining exercise equipment, content, and technology,” adding, “It is expanding from the hardware market to a subscription service industry competing with content, and the health data industry based on user data accumulated through health tech technology will grow.”
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