ItemScout Reveals Data Analysis Results
Surge in Demand for Spider-Man Related Kidult Products
"Men in Their 30s and 40s Are the Main Consumers of Kidult Figures"
[Asia Economy Reporter Kim Bo-kyung] As the box office success of the movie 'Spider-Man: No Way Home' continues, the demand for kidult products such as Spider-Man figures and costumes, priced around 300,000 KRW, has sharply increased.
ItemScout, an e-commerce specialized data analysis platform, announced on the 7th that after analyzing keyword search data for products on major domestic online markets including Naver Smart Store, Coupang, and 11st, the demand for Spider-Man figures has surged rapidly following the movie's release.
In the third week of December last year, the week after the movie's release, the number of searches for the keyword 'Spider-Man' reached 810,900, more than four times the 202,080 searches recorded in the first week of December, just before the movie's release. During the same period, the number of products related to 'Spider-Man figure' increased by 5,500, from 60,303 to 65,802.
Among all figure-related search terms, 'Spider-Man No Way Home' and 'Spider-Man' ranked first and second respectively in related keywords. Other Spider-Man related keywords included 'Spider-Man figure,' 'Spider-Man toy,' and 'Marvel figure.' These keywords also saw a sharp increase in both search volume and the number of registered products.
The age groups that primarily clicked on Spider-Man figure-related products were ▲40s 40.6% ▲30s 25.2% ▲20s 13.5% ▲teens 13.1% ▲50s to 60s 7.6%. By gender, males accounted for an overwhelming 61%. This analysis suggests that male kidults in their 30s and 40s are the main consumers of Spider-Man figure products.
An ItemScout official stated, "As the Spider-Man movie, which has a strong fan base, continues its box office success, the demand for related products including kidult figures is rapidly increasing. We expect this high demand to continue in online markets for the foreseeable future."
Spider-Man: No Way Home is the first domestic release since the COVID-19 pandemic to surpass 5 million viewers. The movie achieved this milestone within two weeks of release and has continued its success by attracting a cumulative audience of 6.25 million (as of the 5th).
Meanwhile, ItemScout previously gained attention by analyzing keywords related to Squid Game, predicting that the related trend would continue through Halloween, highlighting the shortage of diesel exhaust fluid, and revealing the top 10 keywords of 2021.
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