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Digital 2023 South Korea (February 2023) v01

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The document provides an extensive overview of digital behaviors and trends globally in 2023, featuring data on population, internet users, and social media engagement, highlighting the fragmented nature of online cultures. It emphasizes the changes in user behavior, such as the shift to niche communities, exploratory social interactions, and fluid online identities. Important advisories on data comparability and the representation of social media users are also discussed, alongside specific metrics relevant to South Korea.

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THE ESSENTIAL GUIDE TO THE LATEST CONNECTED BEHAVIOURS DIGITAL 2023 SOUTH KOREA
Digital 2023 South Korea (February 2023) v01
GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI PPRO OOKLA SKAI LOCOWISE SIMILARWEB PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE
CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
! IMPORTANT NOTES ON COMPARING DATA The findings published in this report use the latest data available at the time of production. This may include revised figures for historical data points that were not available when we produced previous reports in the Global Digital Reports series. From time to time, we may also change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published in this report may not correlate with findings published in our previous reports, especially where suchfindingsrepresentchangeovertime(e.g.annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend using the values published in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please read these advisories carefully to understand how data sourcesorcalculationshavechangedsinceprevious reports, and beware of making any comparisons with historical data. Where we report values for change over time as “[N/A]”, the most recent data do not correlate with the equivalent data point(s) published in our previous reports, so we strongly advise readers not to compare the associated current figures with the equivalents published in previous reports. In particular, the social media platforms featured in this report regularly revise the figures that they report for advertising reach, and this may result in the latest numbers appearing to be lower than the values for the same data points published in previous reports in this series. However, these source data revisions do not necessarily imply any change in the overall active use of these platforms, and should not be interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may not represent unique individuals. This is because some individuals may manage multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses, animals, music bands, etc.). As a result, the figures we publish for social media users may exceed the figures that we publish for total population or for internet users. This may seem counter-intuitive,butsuchdifferencesdonotrepresent mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
GLOBAL HEADLINES
7 8.01 8.46 5.16 4.76 BILLION BILLION BILLION BILLION +0.8% +2.2% +1.9% +3.0% +67 MILLION +180 MILLION +98 MILLION +137 MILLION 57.2% 105.6% 64.4% 59.4% TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS. OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES GLOBAL DIGITAL HEADLINES JAN 2023
8 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 79.4% 75.6% 74.3% 47.4% 72.5% 70.6% 23.1% 27.9% 48.0% 65.9% 86.9% 88.4% 97.4% 93.5% 80.6% 68.4% 74.9% 92.0% 75.3% 64.4% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION JAN 2023
9 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.0% 24.0% 18.5% 1.1% 0.9% 2.1% 1.1% 4.0% 3.3% 4.9% 2.6% 2.0% 3.5% 6.8% 0.6% 2.6% 6.7% 4.3% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS JAN 2023
10 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 62.0% 63.7% 72.0% 32.5% 27.4% 63.6% 41.3% 8.4% 7.4% 13.3% 48.8% 70.5% 76.7% 83.6% 83.3% 71.3% 50.6% 67.5% 73.9% 59.4% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) SOCIAL MEDIA USERS vs. TOTAL POPULATION JAN 2023
11 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.7% 29.4% 16.1% 0.5% 4.3% 0.7% 1.0% 0.4% 1.4% 2.6% 5.0% 2.9% 2.2% 4.0% 7.7% 0.6% 3.0% 6.9% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS SHARE OF GLOBAL SOCIAL MEDIA USERS JAN 2023
12 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 106% 102% 136% 120% 84% 107% 100% 179% 68% 58% 96% 101% 147% 132% 133% 127% 112% 84% 103% 112% SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION MOBILE CONNECTIVITY JAN 2023
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2023 CLICK HERE TO READ OUR DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2023 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS
Last year, we emerged from the pandemic into a new online landscape. IRL and URL life were already impossibly entangled, and much was on the horizon: metaverses in which to while away our days, NFTs to deck the walls of digital houses, crypto wallets for paying for goods and services in virtual malls. But this year, what was cracked has now shattered into many segmented realities. An accurate vision of the future is now less like looking through a telescope, more like looking through a kaleidoscope: it’s coming through as several diverse fragments, not one single perspective. In this fragmented space, online factions are carving out their own customs, niches, and territories – their own marginal worlds that have the power to become the mainstream. On a social level, gone are the days of feeds clustered around friends and family – here are the days of For You Pages guided by individual interests. On a cultural level, gone is the universal watercooler chat dictated by shared popular culture – today’s agenda is set by ever-more niche and transient corners of the internet. And on a personal level, identities are more layered and fluid than ever before, more like an ‘avatar du jour’ than a static understanding of self. In the eighth issue of our annual report Think Forward, we unpick the complex and ever-changing web of digital culture and behaviour, and explore the role brands can play in reflecting and shaping it. T H E T R E N D S 1. TEXTURED DISCOVERY PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE EXPLORATORY 2.COLLAPSING NARRATIVES STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING ESTABLISHED STRUCTURES 3. MARGIN-CHASERS ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC, GAINING TRACTION AND CUTTING THROUGH 4. NEW COOPERATIVES THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS EGO-DRIVEN COMMUNITIES 5. EXPANDING IDENTITIES VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE AND EXPANSIVE WE ARE SOCIAL FRAGMENTED FUTURES THINK FORWARD 2023 FIND OUT MORE IN THINK FORWARD 2023 > PARTNER CONTENT
Meltwater Insights Economic Impact Get in touch to discover how Meltwater can help your organization achieve similar results. What economic impact does Meltwater’s suite of marketing and communications solutions have on agencies? We enlisted Forrester Consulting, an independent, objective, research-based firm, to find out. Aggregating data and testimony drawn from client interviews, Forrester Consulting created a composite, representative full-service agency on which to center the Total Economic Impact™ (TEI) study of Meltwater. The resulting, comprehensive report highlights how Meltwater helps marketers overcome efficiency and capacity challenges to generate new revenue streams. The Total Economic Impact™ of Meltwater on Agencies is a thorough, independent examination of the costs, risks, benefits, and value of adopting Meltwater solutions. Access the full report to learn more. “Meltwater is an absolutely mandatory thing to have to make informed decisions about where you want to take a client. Otherwise, you’re just making assumptions which are not real. We use Meltwater to ensure we use relevant, fact-based insights to steer clients.”— Agency Insights Manager 230% 20% 20 Return on investment Increase in client wins Hours per account saved in reporting per month Based on the research, Forrester Consulting suggested that a representative composite organization with more than 100 employees and revenue of $20 million per year would experience the above benefits. PARTNER CONTENT
SOUTH KOREA
17 51.80 64.19 50.56 47.64 MILLION MILLION MILLION MILLION 81.5% 123.9% 97.6% 92.0% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS. KOREA SOUTH OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
18 -0.05% +2.3% -0.05% [N/A] -26 THOUSAND +1.4 MILLION -26 THOUSAND [BASE REVISIONS] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS. KOREA SOUTH CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS JAN 2023
POPULATION ESSENTIALS
20 81.5% 523.4 98.0% 96.6% 99.2% 51.80 50.1% 49.9% -0.05% 44.4 MILLION -26 THOUSAND URBAN POPULATION POPULATION DENSITY (PEOPLE PER KM2 ) OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) TOTAL POPULATION FEMALE POPULATION MALE POPULATION YEAR-ON-YEAR CHANGE IN TOTAL POPULATION MEDIAN AGE OF THE POPULATION SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS. KOREA SOUTH DEMOGRAPHICS AND OTHER KEY INDICATORS POPULATION ESSENTIALS JAN 2023
21 49.9 M 50.3 M 50.8 M 51.2 M 51.4 M 51.6 M 51.7 M 51.9 M 51.8 M 51.8 M 51.8 M +0.9% +0.9% +0.8% +0.4% +0.4% +0.3% +0.2% -0.05% -0.004% -0.05% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH TOTAL POPULATION AND YEAR-ON-YEAR CHANGE POPULATION OVER TIME JAN 2023 DATAREPORTAL
22 13.6% 14.5% 16.4% 16.0% 17.9% 51.80 2.9% 6.7% 4.4% 7.6% MILLION 65+ 55-64 45-54 35-44 25-34 18-24 13-17 5-12 0-4 POPULATION AGED 25-34 POPULATION AGED 35-44 POPULATION AGED 45-54 POPULATION AGED 55-64 POPULATION AGED 65+ TOTAL POPULATION POPULATION AGED 0-4 POPULATION AGED 5-12 POPULATION AGED 13-17 POPULATION AGED 18-24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES. KOREA SOUTH SHARE OF THE TOTAL POPULATION BY AGE GROUP POPULATION BY AGE JAN 2023
23 13.1% 25.1% 9.7% 9.1% 3.8% -5.8% (-80 BPS) +20.7% (+430 BPS) +18.3% (+150 BPS) -11.7% (-120 BPS) -15.6% (-70 BPS) 96.7% 96.6% 1.1% 76.5% 39.5% -0.1% (-10 BPS) [UNCHANGED] -38.9% (-70 BPS) -0.5% (-40 BPS) +8.2% (+300 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GAMES CONSOLE SMART WATCH OR SMART WRISTBAND TV STREAMING DEVICE SMART HOME DEVICE VIRTUAL REALITY DEVICE ANY KIND OF MOBILE PHONE SMART PHONE FEATURE PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE DEVICE OWNERSHIP JAN 2023
24 0H 55M 0H 32M 0H 26M 0H 32M [UNCHANGED] -8.6% (-3 MINS) -3.7% (-1 MIN) -8.6% (-3 MINS) 5H 21M 2H 45M 1H 11M 1H 01M -2.4% (-8 MINS) -5.7% (-10 MINS) -2.7% (-2 MINS) -6.2% (-4 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT USING A GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT USING THE INTERNET TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. KOREA SOUTH THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES DAILY TIME SPENT WITH MEDIA JAN 2023
INTERNET
26 50.56 97.6% -0.05% 5H 21M 93.6% MILLION [UNCHANGED] -26 THOUSAND -2.4% (-8 MINS) -0.6% (-60 BPS) TOTAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE PHONES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS. KOREA SOUTH ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE OVERVIEW OF INTERNET USE JAN 2023
27 42.3 M 44.1 M 45.7 M 47.5 M 48.9 M 49.6 M 49.8 M 50.0 M 50.6 M 50.6 M 50.6 M +4.3% +3.6% +4.1% +2.9% +1.3% +0.5% +0.5% +1.1% -0.004% -0.05% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. KOREA SOUTH INTERNET USERS OVER TIME NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE JAN 2023 DATAREPORTAL
28 50.56 50.28 49.80 MILLION MILLION MILLION 97.6% 97.1% 96.1% vs. POPULATION vs. POPULATION vs. POPULATION INTERNET USERS: ITU INTERNET USERS: CIA WORLD FACTBOOK INTERNET USERS: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. KOREA SOUTH INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES INTERNET USER PERSPECTIVES JAN 2023
29 97.6% 100.0% 99.9% 99.9% 0.5% USES THE INTERNET HAS ACCESS TO ELECTRICITY HAS ACCESS TO BASIC DRINKING WATER HAS ACCESS TO BASIC SANITATION EARNS LESS THAN USD $3.65 PER DAY SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. KOREA SOUTH ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION INTERNET ACCESS IN PERSPECTIVE JAN 2023
30 5H 21M 2H 35M 2H 46M 48.3% DAILY TIME SPENT USING THE INTERNET ACROSS ALL DEVICES TIME SPENT USING THE INTERNET ON MOBILE PHONES TIME SPENT USING THE INTERNET ON COMPUTERS AND TABLETS MOBILE’S SHARE OF TOTAL DAILY INTERNET TIME SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY DAILY TIME SPENT USING THE INTERNET JAN 2023
31 72.7% 60.5% 49.3% 49.0% 42.8% 42.5% 42.3% 42.1% 41.0% 35.6% 32.9% 30.5% 27.0% 27.0% 25.8% FINDING INFORMATION FILLING UP SPARE TIME AND GENERAL BROWSING KEEPING UP-TO-DATE WITH NEWS AND EVENTS RESEARCHING PRODUCTS AND BRANDS ACCESSING AND LISTENING TO MUSIC WATCHING VIDEOS, TV SHOWS, OR MOVIES ORGANISING YOUR DAY-TO-DAY LIFE RESEARCHING PLACES, VACATIONS, AND TRAVEL RESEARCHING HOW TO DO THINGS STAYING IN TOUCH WITH FRIENDS AND FAMILY MANAGING FINANCES AND SAVINGS EDUCATION AND STUDY-RELATED PURPOSES FINDING NEW IDEAS OR INSPIRATION RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS GAMING SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET MAIN REASONS FOR USING THE INTERNET JAN 2023
32 69.7% 22.6% 21.0% 6.8% 4.0% -1.4% (-100 BPS) -3.0% (-70 BPS) +4.0% (+80 BPS) -12.8% (-100 BPS) -4.8% (-20 BPS) 93.6% 75.5% 93.3% 0.6% 24.4% -0.6% (-60 BPS) -0.5% (-40 BPS) -0.5% (-50 BPS) [UNCHANGED] +11.4% (+250 BPS) MOBILE PHONE (ANY) LAPTOP OR DESKTOP (ANY) SMART PHONE FEATURE PHONE TABLET DEVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL LAPTOP OR DESKTOP WORK LAPTOP OR DESKTOP CONNECTED TELEVISION SMART HOME DEVICE GAMES CONSOLE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET DEVICES USED TO ACCESS THE INTERNET JAN 2023
33 118.76 +13.1% 95.34 -3.6% MBPS MBPS MEDIAN DOWNLOAD SPEED OF CELLULAR MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN CELLULAR MOBILE INTERNET CONNECTION SPEED MEDIAN DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN FIXED INTERNET CONNECTION SPEED SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS INTERNET CONNECTION SPEEDS JAN 2023
34 58.34% 40.56% 1.10% 0% +18.2% (+897 BPS) -18.5% (-923 BPS) +31.0% (+26 BPS) [N/A] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE MOBILE PHONES LAPTOP AND DESKTOP COMPUTERS TABLET DEVICES OTHER DEVICES SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE SHARE OF WEB TRAFFIC BY DEVICE JAN 2023
35 25.8% 25.5% 32.6% 26.8% 33.0% 40.0% 38.3% 46.7% 50.0% 49.4% 58.3% -0.9% +27.7% -17.9% +23.2% +21.2% -4.1% +21.8% +7.1% -1.3% +18.2% NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). KOREA SOUTH PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC JAN 2023 DATAREPORTAL
36 13.19% 0.37% 0.50% 9.83% +5.4% (+68 BPS) -24.5% (-12 BPS) +233.3% (+35 BPS) -6.4% (-67 BPS) 51.75% 17.04% 6.58% 0.74% -5.0% (-274 BPS) +27.4% (+367 BPS) -11.8% (-88 BPS) -28.2% (-29 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SAMSUNG INTERNET OPERA ANDROID OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE CHROME SAFARI MICROSOFT EDGE FIREFOX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE SHARE OF WEB TRAFFIC BY BROWSER JAN 2023
37 11 TWITTER.COM 144 M 43.0 M 17M 53S 2.1 12 DAUM.NET 139 M 31.1 M 22M 56S 6.2 13 ARCA.LIVE 130 M 17.5 M 25M 16S 22.1 14 ILBE.COM 124 M 12.7 M 33M 00S 21.1 15 RULIWEB.COM 117 M 19.7 M 39M 23S 19.5 16 AVSEE.IN 93.3 M 12.5 M 14M 05S 14.2 17 SPANKBANG.COM 91.8 M 22.1 M 13M 33S 9.9 18 INVEN.CO.KR 89.1 M 13.6 M 23M 52S 11.8 19 NEWSPIC.KR 89.0 M 14.5 M 3M 24S 1.6 20 WATCHFREEJAVONLINE.CO 88.0 M 8.05 M 13M 08S 5.3 01 YOUTUBE.COM 6.24 B 303 M 40M 28S 7.4 02 GOOGLE.COM 1.18 B 184 M 21M 59S 3.8 03 NAVER.COM 688 M 104 M 25M 42S 6.1 04 DCINSIDE.COM 452 M 45.3 M 31M 18S 21.4 05 NAMU.WIKI 293 M 47.8 M 26M 51S 1.6 06 HITOMI.LA 253 M 31.1 M 16M 52S 14.9 07 COUPANG.COM 200 M 63.7 M 13M 31S 2.6 08 FMKOREA.COM 192 M 23.4 M 40M 32S 32.2 09 TISTORY.COM 161 M 46.2 M 14M 24S 2.0 10 NOONOO.TV 147 M 20.6 M 21M 47S 5.7 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022 TOP WEBSITES: SEMRUSH RANKING JAN 2023
38 0.14% 0.21% 28.81% 1.73% -22.2% (-4 BPS) +31.3% (+5 BPS) +71.4% (+1,200 BPS) -18.4% (-39 BPS) 65.67% 2.85% 0.34% 0.25% -15.8% (-1,236 BPS) +39.7% (+81 BPS) -27.7% (-13 BPS) +31.6% (+6 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE BAIDU DUCKDUCKGO NAVER OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GOOGLE BING YAHOO! YANDEX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE SHARE OF SEARCH ENGINE REFERRALS JAN 2023
39 11 뉴 토끼 23 12 번역기 20 13 게임 18 14 YOUTUBE 18 15 인스 타 16 16 로아 16 17 토렌트 15 18 번역 14 19 디시 14 20 쿠팡 13 01 네이버 100 02 날씨 79 03 유튜브 71 04 누누 35 05 구글 33 06 다음 27 07 트위터 26 08 툰코 26 09 누누 티비 25 10 내일 날씨 24 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. KOREA SOUTH QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SEARCHES JAN 2023
40 7.3% 21.2% 17.4% 18.8% -9.9% (-80 BPS) -4.9% (-110 BPS) -2.2% (-40 BPS) +2.7% (+50 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE USE VOICE ASSISTANTS (E.G. SIRI, GOOGLE ASSISTANT) TO FIND INFORMATION EACH WEEK VISIT SOCIAL NETWORKS TO LOOK FOR INFORMATION ABOUT BRANDS AND PRODUCTS USE IMAGE RECOGNITION TOOLS (E.G. GOOGLE LENS, PINTEREST LENS) ON MOBILE EACH MONTH USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY ACCESSING ONLINE INFORMATION JAN 2023
41 10.8% 16.6% 25.7% 16.3% 19.3% -7.7% (-90 BPS) -14.4% (-280 BPS) -0.8% (-20 BPS) -15.1% (-290 BPS) -0.5% (-10 BPS) 84.3% 31.2% 16.2% 4.0% 12.8% +6.0% (+480 BPS) -1.3% (-40 BPS) +5.9% (+90 BPS) -9.1% (-40 BPS) +9.4% (+110 BPS) EDUCATIONAL VIDEO PRODUCT REVIEW VIDEO SPORTS CLIP OR HIGHLIGHTS VIDEO GAMING VIDEO INFLUENCER VIDEOS AND VLOGS ANY KIND OF VIDEO MUSIC VIDEO COMEDY, MEME, OR VIRAL VIDEO TUTORIAL OR HOW-TO VIDEO VIDEO LIVESTREAM YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK WATCHING ONLINE VIDEO CONTENT JAN 2023
42 83.5% 87.2% 0H 49M 29.7% PERCENTAGE OF INTERNET USERS WHO STREAM TV CONTENT OVER THE INTERNET INTERNET USERS WHO STREAM TV CONTENT vs. INTERNET USERS WHO WATCH ANY KIND OF TV AVERAGE DAILY TIME THAT INTERNET USERS SPEND WATCHING STREAMING TV TIME SPENT WATCHING STREAMING TV AS A PERCENTAGE OF TOTAL TIME SPENT WATCHING TV SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH STREAMING TV CONTENT VIA THE INTERNET JAN 2023
43 42.9% 12.8% 9.9% 12.0% +1.9% (+80 BPS) -1.5% (-20 BPS) -20.8% (-260 BPS) +3.4% (+40 BPS) LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO SHOWS OR STATIONS LISTEN TO PODCASTS LISTEN TO AUDIO BOOKS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK LISTENING TO ONLINE AUDIO CONTENT JAN 2023
44 12.6% 9.7% 3.4% 2.8% -3.1% (-40 BPS) -11.8% (-130 BPS) +21.4% (+60 BPS) -30.0% (-120 BPS) 78.3% 66.2% 36.9% 14.8% +0.3% (+20 BPS) -0.6% (-40 BPS) +7.6% (+260 BPS) +11.3% (+150 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE DEVICES USED TO PLAY VIDEO GAMES JAN 2023
45 $921.6 $427.8 $271.9 $401.1 MILLION MILLION MILLION MILLION +13.3% (+$108 MILLION) +2.9% (+$12 MILLION) +13.5% (+$32 MILLION) +12.6% (+$45 MILLION) 9.42 $5.51 $2.63 $855.4 MILLION BILLION BILLION MILLION +19.4% (+1.5 MILLION) +12.1% (+$596 MILLION) +12.8% (+$299 MILLION) +13.2% (+$100 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE VALUE OF SMART HOME SECURITY DEVICE MARKET VALUE OF SMART HOME ENTERTAINMENT DEVICE MARKET VALUE OF SMART HOME COMFORT & LIGHTING MARKET VALUE OF SMART HOME ENERGY MANAGEMENT MARKET YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF HOMES WITH SMART HOME DEVICES TOTAL ANNUAL VALUE OF THE SMART HOME DEVICES MARKET VALUE OF SMART HOME APPLIANCES MARKET VALUE OF SMART HOME CONTROL & CONNECTIVITY DEVICE MARKET SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. KOREA SOUTH VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS) SMART HOME MARKET OVERVIEW JAN 2023
46 $232 $152 $65.30 $102 -17.0% (-$47.50) -25.2% (-$51.30) -19.8% (-$16.16) -16.0% (-$19.40) 43.4% $585 $448 $201 +18.0% (+661 BPS) -6.1% (-$37.70) -15.1% (-$79.60) -18.0% (-$44.00) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE ARPU: SMART HOME SECURITY DEVICES ARPU: SMART HOME ENTERTAINMENT DEVICES ARPU: SMART HOME COMFORT & LIGHTING ARPU: SMART HOME ENERGY MANAGEMENT YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PENETRATION OF SMART HOME DEVICES ARPU: SPEND ON ALL SMART HOME DEVICES ARPU: SMART HOME APPLIANCES ARPU: SMART HOME CONTROL & CONNECTIVITY DEVICES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. KOREA SOUTH AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS) AVERAGE ANNUAL REVENUE PER SMART HOME JAN 2023
47 30.4% 25.3% 13.3% USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR MOBILE APP EACH MONTH USE A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH OWN ANY FORM OF CRYPTOCURRENCY (E.G. BITCOIN, ETHER) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE USE OF ONLINE FINANCIAL SERVICES JAN 2023
48 26.1% 36.2% 36.3% 19.7% 59.7% COMFORTABLE WITH APPS TRACKING THEIR REAL-WORLD ACTIVITY (E.G. STEPS, SLEEP) PREFER TO REMAIN ANONYMOUS WHEN USING ONLINE SERVICES WORRY ABOUT HOW COMPANIES MIGHT USE THEIR ONLINE DATA DECLINE COOKIES ON WEBSITES AT LEAST SOME OF THE TIME EXPRESS CONCERN ABOUT WHAT IS REAL vs. WHAT IS FAKE ON THE INTERNET SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY ONLINE PRIVACY AND SECURITY JAN 2023
SOCIAL MEDIA
! CORRECTIONS IN SOCIAL MEDIA USER NUMBERS Over recent months, the data sources that we use to calculate social media user numbers in each country have made significant revisions to their underlying numbers. As a result, we are currently unable to provide data for the change in social media users over time. Because of these changes, readers should not compare social media user numbers published in this report with similar figures published in previous reports in the Global Digital Reports series, because any such comparisons will deliver inaccurate data and misleading trends. Furthermore, please note that the social media user numbers published in this report may appear to be significantly lower than the figures published in previous reports in this series. However, any such differences are the result of “corrections” in source data published by social media platforms, and our analysis of various data sources confirms that there has been no discernible drop in social media use in any of the countries that we track. As a result, readers should not interpret any negative differences between the numbers published in this report versus previous reports as a decline in social media use, because these differences are due to corrections in source methodologies and data reporting approaches, and do not representachangeinactualusernumbers.Please read our comprehensive notes on data for more details: https://datareportal.com/notes-on-data
51 1H 11M 4.5 50.0% 50.0% 47.64 92.0% 91.6% 94.2% MILLION NUMBER OF SOCIAL MEDIA USERS SOCIAL MEDIA USERS vs. TOTAL POPULATION SOCIAL MEDIA USERS AGE 18+ vs. TOTAL POPULATION AGE 18+ SOCIAL MEDIA USERS vs. TOTAL INTERNET USERS AVERAGE TIME SPENT USING SOCIAL MEDIA EACH DAY AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH FEMALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS MALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) OVERVIEW OF SOCIAL MEDIA USE JAN 2023
52 3.5% 2.4% 14.3% 11.6% 16.5% 15.5% 10.2% 9.4% 4.9% 5.7% 1.9% 2.7% 0.5% 1.0% 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: KEPIOS ANALYSIS; META’S ADVERTISING RESOURCES. NOTE: META ONLY PERMITS PEOPLE AGED 13 AND ABOVE TO USE ITS PLATFORMS, SO WHILE THERE MAY BE USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: IMPORTANT BASE DATA REVISIONS AND SOURCE REPORTING CHANGES. VALUES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH SHARE OF COMBINED, DEDUPLICATED POTENTIAL ADVERTISING REACH ACROSS FACEBOOK, INSTAGRAM, AND MESSENGER, BY AGE AND GENDER DEMOGRAPHIC PROFILE OF META’S AD AUDIENCE JAN 2023 DATAREPORTAL
53 29.0% 24.7% 23.2% 20.0% 16.2% 13.8% 13.3% 13.0% 13.0% 12.5% 12.4% 12.3% 10.1% 9.8% 9.7% KEEPING IN TOUCH WITH FRIENDS AND FAMILY FILLING SPARE TIME FINDING CONTENT (E.G. VIDEOS) SEEING WHAT’S BEING TALKED ABOUT READING NEWS STORIES POSTING ABOUT YOUR LIFE FOLLOWING CELEBRITIES OR INFLUENCERS FINDING PRODUCTS TO PURCHASE SEEING CONTENT FROM BRANDS FINDING LIKE-MINDED COMMUNITIES SHARING AND DISCUSSING OPINIONS FINDING INSPIRATION FOR THINGS TO DO AND BUY WATCHING LIVE STREAMS WATCHING OR FOLLOWING SPORTS AVOIDING MISSING OUT (FOMO) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. KOREA SOUTH PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS MAIN REASONS FOR USING SOCIAL MEDIA JAN 2023
54 85.1% 62.7% 47.0% 26.9% 26.3% 21.5% 20.8% 18.0% 13.2% 9.9% 9.0% 7.8% 5.1% 4.1% 4.0% KAKAOTALK INSTAGRAM FACEBOOK TWITTER KAKAOSTORY TIKTOK FB MESSENGER LINE IMESSAGE TELEGRAM PINTEREST DISCORD SKYPE TUMBLR LINKEDIN SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH MOST USED SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
55 58.3% 18.0% 4.9% 3.5% 2.1% 1.2% 1.0% 1.0% 0.9% 0.8% KAKAOTALK INSTAGRAM FACEBOOK TWITTER TIKTOK KAKAOSTORY DISCORD PINTEREST TELEGRAM IMESSAGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. KOREA SOUTH PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM FAVOURITE SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
56 40H 00M 10H 54M 6H 06M 19H 54M 8H 00M PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH +0.3% (+6 MINS) -0.9% (-6 MINS) +5.2% (+18 MINS) +17.8% (+3H 00M) +3.9% (+18 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YOUTUBE KAKAOTALK INSTAGRAM TIKTOK DAUM SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. PLATFORMS ARE SHOWN IN RANK ORDER (LEFT TO RIGHT) BASED ON TOTAL, CUMULATIVE TIME SPENT ACROSS ALL USERS. KOREA SOUTH AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP TIME SPENT USING SOCIAL MEDIA APPS JAN 2023
57 4.6% 4.2% 9.0% 4.2% +15.0% (+60 BPS) +2.4% (+10 BPS) +13.9% (+110 BPS) +35.5% (+110 BPS) 54.7% 21.2% 12.3% 7.6% +0.2% (+10 BPS) -4.9% (-110 BPS) -14.0% (-200 BPS) -10.6% (-90 BPS) MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (BLOGS IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM SOCIAL NETWORKS QUESTION & ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN 2023
58 37.5% 19.1% 18.0% 17.3% 12.6% 11.9% 10.5% 10.3% 9.4% 8.9% 8.8% 8.8% 8.2% 7.8% 7.6% FRIENDS, FAMILY, AND PEOPLE YOU KNOW INFLUENCERS OR OTHER EXPERTS ACTORS, COMEDIANS, OR OTHER PERFORMERS TV SHOWS OR CHANNELS BRANDS YOU PURCHASE ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS RESTAURANTS, CHEFS, OR FOODIES BRANDS YOU’RE CONSIDERING PURCHASING BANDS, SINGERS, OR MUSICIANS CONTACTS RELEVANT TO WORK EVENTS YOU’RE ATTENDING SPORTS PEOPLE AND TEAMS GAMING EXPERTS OR GAMING STUDIOS POLITICIANS OR ROYALTY BEAUTY EXPERTS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED JAN 2023
59 0.12% 0.07% 0.03% 0.02% 0% -72.7% (-32 BPS) -36.4% (-4 BPS) -57.1% (-4 BPS) -50.0% (-2 BPS) -100.0% (-5 BPS) 94.74% 3.18% 0.56% 0.53% 0.75% +15.5% (+1,270 BPS) -72.0% (-817 BPS) -28.2% (-22 BPS) -58.3% (-74 BPS) -80.5% (-310 BPS) FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE) WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA JAN 2023
SOCIAL MEDIA PLATFORMS
61 47.64 92.0% 94.2% 50.1% 49.9% MILLION NUMBER OF MONTHLY ACTIVE KAKAOTALK USERS ACTIVE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL POPULATION ACTIVE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL INTERNET USERS FEMALE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS MALE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS SOURCES: KAKAO EARNINGS ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH NUMBER OF USER ACCOUNTS THAT ARE ACTIVE ON KAKAOTALK EACH MONTH KAKAOTALK: OVERVIEW OF ACTIVE USERS NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
62 19.0% 20.5% 39.4% 60.6% 9.60 18.5% -2.5% -9.9% MILLION -250 THOUSAND -1.1 MILLION 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
63 0.51 22.85% 36.62% 39.78% 0.74% AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE JAN 2023
64 0.02% 0.05% 0.01% 0.009% 0.01% AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: ALL POST TYPES AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: PHOTO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: VIDEO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: LINK POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: STATUS POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS JAN 2023
65 40.80 91.6% 50.0% 50.0% MILLION 46.00 88.8% 91.0% -0.9% MILLION -400 THOUSAND POTENTIAL REACH OF ADS ON YOUTUBE YOUTUBE AD REACH vs. TOTAL POPULATION YOUTUBE AD REACH vs. TOTAL INTERNET USERS YEAR-ON-YEAR CHANGE IN REPORTED YOUTUBE AD REACH YOUTUBE’S ADVERTISING REACH: USERS AGED 18+ YOUTUBE’S AD REACH AGE 18+ vs. TOTAL POPULATION AGE 18+ FEMALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ MALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE YOUTUBE: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
66 01 노래 100 02 먹방 37 03 노래 모음 32 04 ASMR 20 05 영화 20 06 노래방 20 07 브이 로그 18 08 뉴스 18 09 드라마 13 10 손흥 민 13 11 포켓몬 12 12 코인 11 13 아이브 10 14 세븐틴 10 15 아이유 9 16 흔한 남매 9 17 팝송 9 18 롤 9 19 임영웅 9 20 고양이 9 # SEARCH QUERY INDEX # SEARCH QUERY INDEX SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. KOREA SOUTH QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP YOUTUBE SEARCHES JAN 2023
67 38.1% 41.1% 54.9% 45.1% 19.25 37.2% -3.8% -6.8% MILLION -750 THOUSAND -1.4 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN REPORTED INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
68 11.2% 12.7% 58.0% 42.0% 5.66 10.9% -6.7% +15.6% MILLION -407 THOUSAND +763 THOUSAND 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TIKTOK AD REACH SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
69 7.7% 8.3% 39.7% 60.3% 3.90 7.5% -3.7% -12.4% MILLION -150 THOUSAND -550 THOUSAND 90 MESSENGER AD REACH vs. TOTAL INTERNET USERS MESSENGER AD REACH vs. POPULATION AGED 13+ FEMALE MESSENGER AD REACH vs. TOTAL MESSENGER AD REACH MALE MESSENGER AD REACH vs. TOTAL MESSENGER AD REACH TOTAL POTENTIAL REACH OF ADS ON MESSENGER MESSENGER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED MESSENGER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED MESSENGER AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER MESSENGER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
70 6.9% 7.9% 49.5% 50.5% 3.50 6.8% +2.9% +9.4% MILLION +100 THOUSAND +300 THOUSAND 90 LINKEDIN AD REACH vs. TOTAL INTERNET USERS LINKEDIN AD REACH vs. POPULATION AGED 18+ FEMALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH MALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH TOTAL POTENTIAL REACH OF ADS ON LINKEDIN LINKEDIN AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED LINKEDIN AD REACH YEAR-ON-YEAR CHANGE IN REPORTED LINKEDIN AD REACH SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
71 19.4% 20.9% 68.6% 31.4% 9.80 18.9% +2.1% +36.1% MILLION +200 THOUSAND +2.6 MILLION 90 TWITTER AD REACH vs. TOTAL INTERNET USERS TWITTER AD REACH vs. POPULATION AGED 13+ FEMALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH MALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH TOTAL POTENTIAL REACH OF ADS ON TWITTER TWITTER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TWITTER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TWITTER AD REACH SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER TWITTER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
MOBILE
73 64.19 123.9% +2.3% 99.6% MILLION +1.4 MILLION NUMBER OF CELLULAR MOBILE CONNECTIONS (EXCLUDING IOT) NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF CELLULAR MOBILE CONNECTIONS SHARE OF CELLULAR MOBILE CONNECTIONS THAT ARE BROADBAND (3G, 4G, 5G) SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS. KOREA SOUTH USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS MOBILE CONNECTIVITY JAN 2023
74 60.5 M 62.2 M 62.5 M 62.7 M 62.7 M 62.8 M 63.3 M 63.7 M 64.2 M +2.9% +0.4% +0.4% +0.03% +0.1% +0.8% +0.6% +0.8% JAN APR JUL OCT JAN APR JUL OCT JAN 2021 2021 2021 2021 2022 2022 2022 2022 2023 SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE CELLULAR MOBILE CONNECTIONS OVER TIME JAN 2023 DATAREPORTAL
75 $207 7.45% $12.55 0.43% PRICE OF THE CHEAPEST SMARTPHONE HANDSET (IN USD) PRICE OF THE CHEAPEST SMARTPHONE HANDSET vs. AVERAGE INCOME AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA (IN USD) AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA vs. AVERAGE INCOME SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs. MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS. KOREA SOUTH THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME AFFORDABILITY OF MOBILE INTERNET ACCESS JAN 2023
76 68.96% 30.66% 0.38% 0% 0% -4.0% (-284 BPS) +10.2% (+283 BPS) +5.6% (+2 BPS) [N/A] -100.0% (-1 BP) SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022 SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN 2023
77 [N/A] [N/A] $6.29 -4.9% [N/A] BILLION -$325 MILLION TOTAL NUMBER OF MOBILE APP DOWNLOADS YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER OF MOBILE APP DOWNLOADS ANNUAL CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES (USD) YEAR-ON-YEAR CHANGE IN CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. KOREA SOUTH HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022 MOBILE APP MARKET OVERVIEW JAN 2023
78 01 KAKAOTALK KAKAO CORP 02 NAVER NAVER 03 COUPANG COUPANG 04 INSTAGRAM META 05 NAVER MAP NAVER 06 BAEDAL MINJOK DELIVERY HERO 07 KARROT DANGGEUN MARKET 08 BAND NAVER 09 FACEBOOK META 10 NETFLIX NETFLIX 01 ROBLOX ROBLOX 02 BRAWL STARS TENCENT 03 INFINITE STAIRS NFLY STUDIO 04 POKÉMON GO NIANTIC 05 MINECRAFT POCKET EDITION MICROSOFT 06 COOKIE RUN: KINGDOM DEVSISTERS 07 PUBG MOBILE TENCENT 08 KARTRIDER RUSH+ NEXON 09 ZOMBIE HIGH SCHOOL AWESOMEPIECE 10 THE BATTLE CATS PONOS # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). KOREA SOUTH MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: MONTHLY ACTIVE USERS JAN 2023
79 01 COUPANG PLAY COUPANG 02 KARROT DANGGEUN MARKET 03 정부24 MINISTRY OF THE INTERIOR AND SAFETY 04 TMONEY GO TMONEY 05 DISNEY+ DISNEY 06 M HEALTH INSURANCE NATIONAL HEALTH INSURANCE CORPORATION 07 싸이월드 CYWORLD CYWORLD Z CO. 08 NAVER MAP NAVER 09 COUPANG COUPANG 10 KAKAOTAXI KAKAO CORP 01 SURVIVOR!.IO HABBY 02 POKÉMON GO NIANTIC 03 ARCHELAND ZLONGGAMES 04 ROBLOX ROBLOX 05 RUMMIKUB KINKAJOO 06 BATTLE GAME APPTEENPLANET 07 BLOCKUDOKU EMBRACER GROUP 08 FIFA MOBILE NEXON 09 INFINITE STAIRS NFLY STUDIO 10 GOOSE GOOSE DUCK GAGGLE STUDIOS # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. KOREA SOUTH RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: DOWNLOADS JAN 2023
80 01 YOUTUBE GOOGLE 02 KAKAOTALK KAKAO CORP 03 NAVER WEBTOONS NAVER 04 KAKAOPAGE KAKAO CORP 05 TVING CJ GROUP 06 DISNEY+ DISNEY 07 WATCHA WATCHA 08 WAVVE WAVVE 09 NAVER SERIES NAVER 10 WIPPY NRISE 01 LINEAGE W NCSOFT 02 LINEAGE M NCSOFT 03 ODIN VALHALLA RISING KAKAO CORP 04 LINEAGE 2M NCSOFT 05 DUNGEON & FIGHTER MOBILE NEXON 06 CASTLE IN THE SKY 37 ENTERTAINMENT 07 FIFA ONLINE 4 M NEXON 08 GENSHIN IMPACT MIHOYO 09 히트2 NEXON 10 ROBLOX ROBLOX # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. KOREA SOUTH RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: CONSUMER SPEND JAN 2023
ECOMMERCE
82 98.7% 98.7% 67.0% 69.8% 82.5% 85.4% [N/A] [N/A] 94.9% 97.3% 78.1% 77.8% 72.6% 70.0% 59.3% 61.9% 96.2% 77.9% 71.2% 60.7% 98.7% 68.4% 84.0% [N/A] FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE MADE A DIGITAL PAYMENT (PAST YEAR) MADE A PURCHASE USING A MOBILE PHONE OR THE INTERNET (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO SEND MONEY (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO PAY BILLS (PAST YEAR) FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE ACCOUNT WITH A FINANCIAL INSTITUTION CREDIT CARD OWNERSHIP DEBIT CARD OWNERSHIP MOBILE MONEY ACCOUNT (E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. KOREA SOUTH PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE FINANCIAL INCLUSION FACTORS JAN 2023
83 65.6% 45.2% 9.7% 24.7% 3.0% +1.1% (+70 BPS) +4.9% (+210 BPS) -2.0% (-20 BPS) -10.5% (-290 BPS) -21.1% (-80 BPS) PURCHASED A PRODUCT OR SERVICE ONLINE ORDERED GROCERIES VIA AN ONLINE STORE BOUGHT A SECOND-HAND ITEM VIA AN ONLINE STORE USED AN ONLINE PRICE COMPARISON SERVICE USED A BUY NOW, PAY LATER SERVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK WEEKLY ONLINE SHOPPING ACTIVITIES JAN 2023
84 61.5% 58.2% 39.7% 26.0% 23.3% 15.4% 15.2% 13.5% 10.8% 10.3% 10.1% 7.4% 5.2% 5.0% 4.5% FREE DELIVERY COUPONS AND DISCOUNTS REVIEWS FROM OTHER CUSTOMERS FAST, EASY ONLINE CHECKOUT NEXT-DAY DELIVERY EASY RETURNS POLICY ENTRY INTO COMPETITIONS “LIKES” OR GOOD COMMENTS ON SOCIAL PRODUCT OR COMPANY IS ECO-FRIENDLY EXCLUSIVE CONTENT OR SERVICES LOYALTY POINTS INTEREST-FREE PAYMENTS SOCIAL MEDIA “BUY” BUTTONS “GUEST” CHECK-OUT LIVE-CHAT BOX SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE ONLINE PURCHASE DRIVERS JAN 2023
85 39.52 $108.3 $2,741 66.6% MILLION BILLION +3.5% (+1.3 MILLION) -9.4% (-$11 BILLION) -12.4% (-$387) +5.6% (+352 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA THE INTERNET ESTIMATED TOTAL ANNUAL SPEND ON ONLINE CONSUMER GOODS PURCHASES (USD, 2022) AVERAGE ANNUAL REVENUE PER CONSUMER GOODS ECOMMERCE USER (USD, 2022) SHARE OF 2022 CONSUMER GOODS ECOMMERCE SPEND ATTRIBUTABLE TO PURCHASES MADE VIA MOBILE PHONES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY) OVERVIEW OF CONSUMER GOODS ECOMMERCE JAN 2023
86 $15.17 $6.96 $6.84 $4.70 BILLION BILLION BILLION BILLION -6.9% (-$1.1 BILLION) -0.3% (-$19 MILLION) -2.9% (-$206 MILLION) -4.6% (-$227 MILLION) $33.45 $19.89 $13.77 $7.56 BILLION BILLION BILLION BILLION -7.1% (-$2.6 BILLION) -18.1% (-$4.4 BILLION) -6.8% (-$1.0 BILLION) -17.5% (-$1.6 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022) ECOMMERCE: CONSUMER GOODS CATEGORIES JAN 2023
87 11 삼성 34 12 게임 33 13 장난감 32 14 시계 27 15 닌텐도 27 16 키보드 26 17 자전거 26 18 지갑 25 19 노트북 24 20 의자 23 01 포켓몬 100 02 네이버 85 03 레고 64 04 피규어 52 05 포켓몬 카드 50 06 나이키 48 07 가방 48 08 쿠팡 48 09 인형 45 10 아이폰 37 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY LANGUAGE ANOMALIES OR SPELLING ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. KOREA SOUTH SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SHOPPING SEARCHES JAN 2023
88 22% 66% 6% 1% 5% SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DIGITAL AND MOBILE WALLETS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DEBIT AND CREDIT CARDS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO BANK TRANSFERS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO CASH-ON-DELIVERY SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO OTHER PAYMENT METHODS SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021. KOREA SOUTH PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD PAYMENT METHODS USED FOR ECOMMERCE JAN 2023
89 $5.59 $2.49 $845.3 $6.36 BILLION BILLION MILLION MILLION +33.5% (+$1.4 BILLION) +23.5% (+$473 MILLION) +90.1% (+$401 MILLION) +35.1% (+$1.7 MILLION) $8.08 $300.6 $956.7 $196.7 BILLION MILLION MILLION MILLION +120% (+$4.4 BILLION) +16.6% (+$43 MILLION) +31.8% (+$231 MILLION) +21.2% (+$34 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022) ONLINE TRAVEL AND TOURISM JAN 2023
90 11.6% 9.4% 4.5% 2.4% 6.6% -12.1% (-160 BPS) -8.7% (-90 BPS) +7.1% (+30 BPS) +9.1% (+20 BPS) -18.5% (-150 BPS) 27.1% 27.0% 8.6% 10.2% 4.3% +13.4% (+320 BPS) +5.1% (+130 BPS) -14.0% (-140 BPS) -7.3% (-80 BPS) -2.3% (-10 BPS) MOVIE OR TV DOWNLOAD MUSIC DOWNLOAD NEWS SERVICE SUBSCRIPTION TO AN ONLINE MAGAZINE DIGITAL BOOKS AND E-BOOKS MOVIE OR TV STREAMING SERVICE MUSIC STREAMING SERVICE MOBILE APP MOBILE GAME MOBILE APP IN- APP PURCHASES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH TYPES OF DIGITAL CONTENT PURCHASED JAN 2023
91 $14.42 $11.91 $1.45 $736.4 $331.3 BILLION BILLION BILLION MILLION MILLION +12.7% (+$1.6 BILLION) +15.4% (+$1.6 BILLION) +4.7% (+$65 MILLION) -5.2% (-$41 MILLION) +5.8% (+$18 MILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS) DIGITAL MEDIA SPEND JAN 2023
92 35.17 +2.8% $23.91 +2.8% $680 MILLION +942 THOUSAND BILLION +$660 MILLION +0.07% (+$0.50) NUMBER OF PEOPLE ORDERING FOOD DELIVERY VIA ONLINE PLATFORMS YEAR-ON-YEAR CHANGE IN THE NUMBER OF ONLINE FOOD DELIVERY USERS TOTAL ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF ONLINE FOOD DELIVERY ORDERS AVERAGE ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES ONLINE MEAL DELIVERY OVERVIEW JAN 2023
93 22.18 -3.2% $2.53 +2.7% $114 MILLION -732 THOUSAND BILLION +$66 MILLION +6.1% (+$6.50) NUMBER OF PEOPLE USING E-HEALTH DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF E-HEALTH USERS TOTAL ANNUAL VALUE OF THE E-HEALTH MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE E-HEALTH MARKET AVERAGE ANNUAL SPEND ON E-HEALTH PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES E-HEALTH OVERVIEW JAN 2023
94 15.03 +2.8% $1.27 +1.1% $84.26 MILLION +415 THOUSAND BILLION +$14 MILLION -1.6% (-$1.38) NUMBER OF PEOPLE USING DIGITAL FITNESS & WELL- BEING DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF DIGITAL FITNESS & WELL-BEING USERS TOTAL ANNUAL VALUE OF THE DIGITAL FITNESS & WELL- BEING MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL FITNESS & WELL-BEING MARKET AVERAGE ANNUAL SPEND ON DIGITAL FITNESS & WELL- BEING PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES DIGITAL FITNESS & WELL-BEING OVERVIEW JAN 2023
95 39.64 +3.5% $194.6 +2.5% $4,908 MILLION +1.3 MILLION BILLION +$4.8 BILLION -0.9% (-$47.00) NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS TOTAL ANNUAL VALUE OF DIGITAL PAYMENT TRANSACTIONS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF DIGITAL PAYMENT TRANSACTIONS AVERAGE ANNUAL VALUE OF DIGITAL PAYMENTS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS OVERVIEW OF CONSUMER DIGITAL PAYMENTS JAN 2023
DIGITAL MARKETING
97 36.2% 34.0% 29.8% 23.6% 21.6% 21.6% 18.1% 15.2% 15.1% 14.7% 13.9% 12.8% 12.1% 12.0% 11.5% SEARCH ENGINES ADS ON TV WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS OR FAMILY CONSUMER REVIEW SITES PRODUCT COMPARISON WEBSITES TV SHOWS OR FILMS ADS IN MOBILE OR TABLET APPS IN-STORE DISPLAYS OR PROMOTIONS POSTS OR REVIEWS FROM EXPERT BLOGGERS ADS ON SOCIAL MEDIA ADS ON WEBSITES BRAND OR PRODUCT WEBSITES PRODUCT SAMPLES OR TRIALS ONLINE RETAIL WEBSITES RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM SOURCES OF BRAND DISCOVERY JAN 2023
98 61.9% 45.2% 14.5% 7.4% 12.0% +1.8% (+110 BPS) +0.9% (+40 BPS) +9.8% (+130 BPS) -24.5% (-240 BPS) -9.1% (-120 BPS) RESEARCH BRANDS ONLINE BEFORE MAKING A PURCHASE VISITED A BRAND’S WEBSITE IN THE PAST 30 DAYS CLICKED OR TAPPED ON A BANNER AD ON A WEBSITE IN THE PAST 30 DAYS CLICKED OR TAPPED ON A SPONSORED SOCIAL MEDIA POST IN THE PAST 30 DAYS DOWNLOADED OR USED A BRANDED MOBILE APP IN THE PAST 30 DAYS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY ENGAGE IN EACH KIND OF ONLINE ACTIVITY ENGAGEMENT WITH DIGITAL MARKETING JAN 2023
99 51.9% 32.9% 28.9% 24.6% 24.3% 22.2% 21.2% 16.9% 15.4% 12.3% 10.0% 9.0% 7.6% 4.6% 4.2% SEARCH ENGINES PRICE COMPARISON SITES CONSUMER REVIEWS MOBILE APPS PRODUCT OR BRAND SITES BRAND BLOGS SOCIAL NETWORKS DISCOUNT COUPON SITES VIDEO SITES Q&A SITES (E.G. QUORA) SPECIALIST REVIEW SITES VLOGS FORUMS OR MESSAGE BOARDS MESSAGING SERVICES MICRO-BLOGS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS MAIN CHANNELS FOR ONLINE BRAND RESEARCH JAN 2023
100 $13.72 +5.5% $9.22 +11.3% 67.2% BILLION +$720 MILLION BILLION +$932 MILLION +5.4% (+345 BPS) TOTAL AD SPEND (INCLUDING ONLINE AND OFFLINE CHANNELS) YEAR-ON-YEAR CHANGE IN TOTAL AD SPEND (ALL CHANNELS) DIGITAL AD SPEND (INCLUDING SEARCH AND SOCIAL MEDIA) YEAR-ON-YEAR CHANGE IN DIGITAL AD SPEND DIGITAL AD SPEND AS A PERCENTAGE OF TOTAL AD SPEND SOURCE: STATISTA MARKET OUTLOOKS. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE AND DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ADVISORY: THE DEFINITION OF “DIGITAL ADVERTISING” USED ON THIS CHART INCLUDES A BROADER VARIETY OF CHANNELS AND ACTIVITIES THAN THE DEFINITION USED ON SOME OTHER CHARTS IN THIS REPORT, SO VALUES MAY NOT CORRELATE ACROSS CHARTS. KOREA SOUTH TOTAL AD SPEND ACROSS ALL CHANNELS, WITH DETAIL FOR DIGITAL AD SPEND (U.S. DOLLARS, FULL-YEAR 2022) ADVERTISING SPEND: TOTAL vs. DIGITAL JAN 2023
101 $316.8 $176.9 50.3% 30.8% 84.1% MILLION MILLION -3.7% (-$12 MILLION) +8.9% (+$14 MILLION) +3.6% (+173 BPS) +9.8% (+275 BPS) +3.2% (+261 BPS) $9.22 $3.92 $2.35 $1.82 $309.6 BILLION BILLION BILLION BILLION MILLION +11.3% (+$932 MILLION) +14.2% (+$486 MILLION) +12.1% (+$253 MILLION) +6.1% (+$105 MILLION) +16.0% (+$43 MILLION) ANNUAL SPEND ON ONLINE CLASSIFIEDS ANNUAL SPEND ON DIGITAL AUDIO ADS SHARE OF TOTAL DIGITAL AD SPEND: MOBILE DEVICES* SHARE OF TOTAL DIGITAL AD SPEND: SOCIAL MEDIA SHARE OF TOTAL DIGITAL AD SPEND: PROGRAMMATIC TOTAL ANNUAL SPEND ON DIGITAL ADS (ALL TYPES) ANNUAL SPEND ON ONLINE SEARCH ADS ANNUAL SPEND ON DIGITAL VIDEO ADS ANNUAL SPEND ON DIGITAL BANNER ADS ANNUAL SPEND ON ONLINE INFLUENCER ACTIVITIES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. PERCENTAGES MAY NOT CORRELATE WITH ABSOLUTE FIGURES DUE TO ROUNDING IN THE SOURCE DATA. *ADVISORY: REVENUE FIGURE FOR DIGITAL AD SPEND ATTRIBUTABLE TO MOBILE DEVICES IS BASED ON MOBILE’S SHARE OF SPEND ACROSS A SUBSET OF DIGITAL ADVERTISING ACTIVITIES, AS REPORTED IN STATISTA’S DIGITAL MARKET OUTLOOK. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH ANNUAL SPEND ON DIGITAL ADVERTISING BY FORMAT (U.S. DOLLARS, FULL-YEAR 2022) DIGITAL ADVERTISING SPEND JAN 2023
102 $7.75 +14.8% 84.1% +3.2% BILLION +$1,000 MILLION +261 BPS ANNUAL SPEND ON PROGRAMMATIC ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN PROGRAMMATIC ADVERTISING SPEND (USD) PROGRAMMATIC’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN PROGRAMMATIC’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON PROGRAMMATIC ADVERTISING AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET PROGRAMMATIC ADVERTISING OVERVIEW JAN 2023
103 $3.92 +14.2% 42.5% +2.6% BILLION +$486 MILLION +108 BPS ANNUAL SPEND ON ONLINE SEARCH ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN ONLINE SEARCH ADVERTISING SPEND ONLINE SEARCH’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN ONLINE SEARCH’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON ONLINE SEARCH ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET SEARCH ADVERTISING OVERVIEW JAN 2023
104 $2.84 +22.2% 30.8% +9.8% BILLION +$515 MILLION +275 BPS ANNUAL SPEND ON SOCIAL MEDIA ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA ADVERTISING SPEND SOCIAL MEDIA’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON SOCIAL MEDIA ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET SOCIAL MEDIA ADVERTISING OVERVIEW JAN 2023
105 $309.6 +16.0% 3.4% +4.2% MILLION +$43 MILLION +14 BPS ANNUAL SPEND ON INFLUENCER ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN INFLUENCER ADVERTISING SPEND INFLUENCER ADVERTISING’S SHARE OF TOTAL DIGITAL AD SPEND YEAR-ON-YEAR CHANGE IN INFLUENCER ADVERTISING’S SHARE OF TOTAL DIGITAL AD SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. FIGURES REPRESENT THE MONETARY VALUE PAID DIRECTLY TO INFLUENCERS OR THEIR AGENTS, AND DO NOT INCLUDE THE VALUE OF PRODUCT GIVEAWAYS, MEDIA SPEND TO “BOOST” POSTS, OR AFFILIATE COMMISSIONS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON INFLUENCER ADVERTISING ACTIVITIES (IN U.S. DOLLARS) AND THEIR SHARE OF THE DIGITAL ADVERTISING MARKET INFLUENCER ADVERTISING OVERVIEW JAN 2023
106 4.6% 20.4% 19.7% 16.9% -6.1% (-30 BPS) -1.9% (-40 BPS) +1.5% (+30 BPS) +3.0% (+50 BPS) FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE OR HEAR USE AN AD BLOCKER FOR AT LEAST SOME ONLINE ACTIVITIES DECLINE COOKIES AT LEAST SOME OF THE TIME USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME ONLINE ACTIVITIES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH HOW INTERNET USERS AGED 16 TO 64 FEEL ABOUT ADS, AND THE STEPS THEY TAKE TO AVOID ADVERTISING AND AD TRACKING ATTITUDES: ADS AND AD TRACKING JAN 2023
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With over 1,100 people in 18 offices around the world, we deliver a global perspective to our clients in a time when social media is shaping culture. We make ideas worth talking about. We understand social behaviours within online communities, cultures and subcultures, spanning the social and gaming landscape. We work with the world’s biggest brands, including adidas, Samsung, Netflix and Google, to reach the right people in a strategic, relevant and effective way. We Are Social is part of Plus Company. WE ARE A GLOBAL SOCIALLY-LED CREATIVE AGENCY, WITH UNRIVALED SOCIAL MEDIA EXPERTISE FIND OUT MORE ON wearesocial.com > STRATEGY WEB3 CULTURAL INSIGHT GAMING INTEGRATED CREATIVE SPORTS MARKETING PRODUCTION SOCIAL COMMERCE INFLUENCER MARKETING PAID MEDIA
The global leading provider of social and media intelligence Meet Meltwater Leading global organizations use Meltwater’s PR, marketing, and social media solutions to better serve their customers. Our social and media intelligence solutions — brought to you by 2,300 employees in 50 offices across six continents — provide our 27,000 corporate customers with the insights they need to make better, more informed decisions. Learn more at meltwater.com. Media Intelligence Monitor digital and traditional media content across the world Media Relations Build strong relationships with the best media contacts for your brand Social Listening & Analytics Analyze what the world is saying about your brand, your industry, and your competitors Social Media Management Take control of your social media presence Consumer Insights Understand what drives your customers Influencer Marketing Streamline and measure your influencer marketing management Sales Intelligence Evolve your sales process with data API & Data Integration Create an enterprise-wide analytics platform tailored to your business The global leading provider of social and media intelligence Meet Meltwater Leading global organizations use Meltwater’s PR, marketing, and social media solutions to better serve their customers. Our social and media intelligence solutions — brought to you by 2,300 employees in 50 offices across six continents — provide our 27,000 corporate customers with the insights they need to make better, more informed decisions. Learn more at meltwater.com. Media Intelligence Monitor digital and traditional media content across the world Media Relations Build strong relationships with the best media contacts for your brand Social Listening & Analytics Analyze what the world is saying about your brand, your industry, and your competitors Social Media Management Take control of your social media presence Consumer Insights Understand what drives your customers Influencer Marketing Streamline and measure your influencer marketing management Sales Intelligence Evolve your sales process with data API & Data Integration Create an enterprise-wide analytics platform tailored to your business
Learn more at kepios.com LEARN MORE » LEARN MORE » LEARN MORE » LEARN MORE » LEARN MORE » Go beyond headlines and hypotheses to understand what people are really doing online, and turn insights into actionable plans and results. We research and produce white-label content and co- branded reports that offer rich insights into what people everywhere are doing online. Add our team’s experience and insight to your decision- making. Available through regular, retained advisory, or ad hoc for one-off sessions. Custom keynote presentations that bring the latest digital trends to life at conferences, events, and private meetings, whether online or in person. Interactive briefings that make it easy to keep track of digital trends, and identify how evolving behaviours will impact future success. CONSUMER RESEARCH REPORTS & CONTENT ADVISORY SERVICES KEYNOTE PRESENTATIONS DIGITAL BRIEFINGS In addition to producing the Global Digital Reports, we also offer: Kepios helps the world understand what’s really happening online. MAKE SENSE OF DIGITAL TRENDS
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Diversity of industries and topics Statista bundles statistical data on over 80,000 topics from over 170 industries. The data comes from over 22,500 sources. Quick help for all cases With Statista, users can obtain comprehensive overviews and conduct targeted research – with minimal time expenditure. Global data from numerous countries Statista offers insights and facts on industries from 150+ countries. Markets, companies and consumers from all over the world are highlighted. Reliable and efficient research basis Statista has been the market leader in providing business data for 13 years. Companies, universities, schools and the media trust our service. CLICK HERE TO DISCOVER OUR ACCOUNTS AND FIND DATA FOR YOUR BUSINESS COSMOS Statista – a universe of data
Extensive Datasets We provide data on every mobile operator in every country worldwide, with over 30 million data points, updated daily. Annually, GSMA Intelligence publishes over 100 reports and exclusive analyses, adding greater insight into our data and supporting our customers in making stronger business choices. Our forecasting experts provide a five-year (and beyond) view into the future, enabling long-term investment planning. Updated quarterly, our forecasts are consistently accurate within +/- 2.5 % of reported data. Topical and Timely Research Pinpoint Accuracy We serve a wide array of industries in the mobile ecosystem and beyond, including most of the world’s mobile operators plus major vendors, regulators, international institutions and vertical sectors ranging from automotive to retail. Industry Trusted 3 Global Offices Delhi Barcelona London Serves over 800 organisations 40,000 users worldwide Definitive data and analysis for the mobile industry
data.ai data.ai unlocks insights at every stage of the customer lifecycle Engagement Boost user playtime or streaming by evaluating and implementing market leading engagement features and insights. Retention Utilize world class usage metrics to drill into short and long term returning users and learn how to avoid retention crashing pitfalls. Monetization Get the full picture with in-app purchase and advertising revenue metrics that inform your own monetization strategies. Acquisition Supercharge or unearth winning acquisition and ASO strategies with top class market evaluation tools. Acquisition Monetization Retention Engagement
Semrush .Trends Data. Insights. Impact. Semrush .Trends provides instant market overview and competitive digital insights for those who are looking to grow their business. It enables an in-depth view of market conditions and trends for creating a growth-driven marketing strategy. All-encompassing insights for any website, industry or market across 190 countries & regions A single solution with 50+ tools for your strategic vision Accurate data for real-time market and competitive insights
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Business Proprietary & Confidential | 1 ºÖÒįÖÌ S¡´¡®yÈ⏠įÅȺᡋÌį¡µÌ¡œ ÒÌį›ºÈįyµèį⏠̡ҏĊ yÅÅĊį¡µ‹ÖÌÒÈèįyµ‹į´yȬÒĉ We offer decision-makers the most reliable data, delivering 360° visibility into the digital world. Similarweb data and insights – from any website, in any industry – enable companies to find untapped opportunities to grow their business. In a nutshell, we have: Websites ø ļ Apps ÿ;ļ Countries øĀ÷ļ Industries ùø÷ Keywords ü ļ Ecommerce product SKUs ùü÷;ļ Our data encompasses: úĀ÷÷ļ Customers øù Global Offices ø÷÷÷ Employees
We’re PPRO. We provide the infrastructure that makes it possible for business and banks to deploy and evolve their digital payment services. Meet the digital infrastructure behind every payment disruptor Search “PPRO” Digital payment methods Acquiring as a service Risk management Funds flow management Digital payments infrastructure
Prior to our Digital 2021 reports, we included data sourced from social media platforms’ self-service advertising tools in our calculations of internet user numbers, but we no longer include this data in our internet user figures. This is because the user numbers reported by social media platforms are typically based on active user accounts, and may not represent unique individuals. For example, one person may maintain more than one active presence (account) on the same social media platform. Similarly, some accounts may represent ‘non-human’ entities, including: pets and animals; historical figures; businesses, causes, groups, and organisations; places of interest; etc. As a result, the figures we report for social media users may exceed internet user numbers. However, while this may seem counter-intuitive or surprising, such instances do not represent errors in the data or in our reporting. Rather, these differences may indicate delays in the reporting of internet user numbers, or they may indicate higher instances of individuals managing multiple social media accounts, or ‘non-human’ social media accounts. If you have any questions about specific data points in these reports, or if you’d like to offer your organisation’s data for consideration in future reports, please email our reports team: reports@kepios.com. footnotes of each relevant chart, but please use caution when comparing data from different reports, because changes to research samples, base data, research methodologies, and approaches to reporting may mean that values are not comparable. Furthermore, due to the differing data collection and treatment methodologies, and the different periods during which data have been collected, there may be significant differences in the reported metrics for similar data points throughout this report. For example, data from surveys often varies over time, even if that data has been collected by the same organisation using the same approach in each wave of their research. In particular, reports of internet user numbers vary considerably between different sources and over time. In part, this is because there are significant challenges associated with collecting, analysing, and publishing internet user data on a regular basis, not least because research into public internet use necessitates the use of face-to-face surveys. Different organisations may also adopt different approaches to sampling the population for research into internet use, and variations in areas such as the age range of the survey population, or the balance between urban and rural respondents, may play an important role in determining eventual findings. Note that COVID-19 has limited internet user research. Note: This page is a summary of our comprehensive notes on data variance, potential mismatches, and curiosities, which you can read in full at https://datareportal.com/notes-on-data. This report features data from a wide variety of different sources, including market research agencies, internet and social media companies, governments, public bodies, news media, and private individuals, as well as extrapolations and analysis of that data. Wherever possible, we’ve prioritised data sources that provide broader geographical coverage, in order to minimise potential variations between data points, and to offer more reliable comparison across countries. However, where we believe that standalone metrics provide a more reliable reference, we use such standalone numbers to ensure more accurate reporting. Please note that some data points may only be available for a limited selection of countries, so we may not be able to report the same data in all reports. From time to time, we may also change the source(s) that we use to inform specific data points. As a result, some figures may appear to change in unexpected ways from one report to another. Wherever we’re aware of these changes, we include details in the NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
any of their partners, affiliates, suppliers, group companies, employees or agents shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report endorsed by or associated with such third parties. This report is subject to change without notice. To ensure that you have the most up- to-date version of this report, please visit our reports website at https://datareportal.com/. limitation, warranties of merchantability or fitness for any particular purpose. This report contains data, tables, figures, maps, flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of Kepios, We Are Social or any of the featured brands, nor any of those organisations’ partners, affiliates, suppliers, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. This report is provided with the understanding that it does not constitute professional advice or services of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither Kepios, nor We Are Social, nor any of the brands or organisations featured or cited herein, nor This report has been compiled by Kepios Pte. Ltd. (“Kepios”) on behalf of We Are Social Ltd. (“We Are Social”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While Kepios and We Are Social strive to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to-date, neither Kepios, nor We Are Social, nor any of those organisations’ partners, suppliers, affiliates, employees, or agents shall be responsible for any errors or omissions contained in this report, or for the results obtained from its use. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non-infringement of third- party rights and without warranty of any kind, express or implied, including without DISCLAIMER AND IMPORTANT NOTES
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Digital 2023 South Korea (February 2023) v01

  • 1. THE ESSENTIAL GUIDE TO THE LATEST CONNECTED BEHAVIOURS DIGITAL 2023 SOUTH KOREA
  • 3. GWI STATISTA GSMA INTELLIGENCE SEMRUSH DATA.AI PPRO OOKLA SKAI LOCOWISE SIMILARWEB PARTNERS THAT MAKE THE GLOBAL DIGITAL REPORTS SERIES POSSIBLE
  • 4. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
  • 5. ! IMPORTANT NOTES ON COMPARING DATA The findings published in this report use the latest data available at the time of production. This may include revised figures for historical data points that were not available when we produced previous reports in the Global Digital Reports series. From time to time, we may also change the data sources that we use to inform specific data points, and we may also change how we calculate certain values. Similarly, our data partners may change the ways in which they source, calculate, or report the data that they share with us. As a result, findings published in this report may not correlate with findings published in our previous reports, especially where suchfindingsrepresentchangeovertime(e.g.annual growth). Where we report figures for change over time, such figures will use the latest available data, so we recommend using the values published in this report, rather than trying to recalculate such values using data from previous reports. Wherever we’re aware of the potential for historical mismatches, we’ve included a note on comparability in the footnotes of each relevant slide. Please read these advisories carefully to understand how data sourcesorcalculationshavechangedsinceprevious reports, and beware of making any comparisons with historical data. Where we report values for change over time as “[N/A]”, the most recent data do not correlate with the equivalent data point(s) published in our previous reports, so we strongly advise readers not to compare the associated current figures with the equivalents published in previous reports. In particular, the social media platforms featured in this report regularly revise the figures that they report for advertising reach, and this may result in the latest numbers appearing to be lower than the values for the same data points published in previous reports in this series. However, these source data revisions do not necessarily imply any change in the overall active use of these platforms, and should not be interpreted as such. Furthermore, in addition to changes in data sources and calculations, please note that social media user numbers may not represent unique individuals. This is because some individuals may manage multiple social media accounts, and because some social media accounts may represent ‘non-human’ entities (e.g. businesses, animals, music bands, etc.). As a result, the figures we publish for social media users may exceed the figures that we publish for total population or for internet users. This may seem counter-intuitive,butsuchdifferencesdonotrepresent mistakes. For more information, please read our notes on data variance, mismatches, and curiosities: https://datareportal.com/notes-on-data.
  • 7. 7 8.01 8.46 5.16 4.76 BILLION BILLION BILLION BILLION +0.8% +2.2% +1.9% +3.0% +67 MILLION +180 MILLION +98 MILLION +137 MILLION 57.2% 105.6% 64.4% 59.4% TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE URBANISATION TOTAL vs. POPULATION TOTAL vs. POPULATION TOTAL vs. POPULATION SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA ACROSS ALL METRICS, INCLUDING IMPORTANT REVISIONS TO UNDERLYING POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. WHERE YEAR-ON-YEAR CHANGE IS SHOWN AS “[N/A]”, COMPARISONS WITH HISTORICAL DATA WILL PRODUCE INACCURATE RESULTS. PLEASE READ OUR COMPREHENSIVE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW NOTE: SIGNIFICANT REVISIONS TO SOURCE DATA MEAN THAT FIGURES SHOWN HERE ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SEE THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS. OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES GLOBAL DIGITAL HEADLINES JAN 2023
  • 8. 8 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 79.4% 75.6% 74.3% 47.4% 72.5% 70.6% 23.1% 27.9% 48.0% 65.9% 86.9% 88.4% 97.4% 93.5% 80.6% 68.4% 74.9% 92.0% 75.3% 64.4% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTE: REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION INTERNET ADOPTION JAN 2023
  • 9. 9 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.0% 24.0% 18.5% 1.1% 0.9% 2.1% 1.1% 4.0% 3.3% 4.9% 2.6% 2.0% 3.5% 6.8% 0.6% 2.6% 6.7% 4.3% SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR DETAILS. GLOBAL OVERVIEW INTERNET USERS AS A PERCENTAGE OF TOTAL GLOBAL INTERNET USERS SHARE OF GLOBAL INTERNET USERS JAN 2023
  • 10. 10 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 62.0% 63.7% 72.0% 32.5% 27.4% 63.6% 41.3% 8.4% 7.4% 13.3% 48.8% 70.5% 76.7% 83.6% 83.3% 71.3% 50.6% 67.5% 73.9% 59.4% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS AS A PERCENTAGE OF THE TOTAL POPULATION (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) SOCIAL MEDIA USERS vs. TOTAL POPULATION JAN 2023
  • 11. 11 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 0.7% 10.7% 29.4% 16.1% 0.5% 4.3% 0.7% 1.0% 0.4% 1.4% 2.6% 5.0% 2.9% 2.2% 4.0% 7.7% 0.6% 3.0% 6.9% SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. NOTES: FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. DOES NOT INCLUDE DATA FOR SUDAN OR SYRIA. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: SOURCE, BASE, AND METHODOLOGY CHANGES, INCLUDING SIGNIFICANT SOURCE DATA REVISIONS AND CHANGES IN REPORTING APPROACHES. VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. FIGURES FOR LOCAL AND REGIONAL SOCIAL MEDIA USE RELY ON DIFFERENT DATASETS TO GLOBAL FIGURES. SEE NOTES ON DATA FOR FURTHER DETAILS. GLOBAL OVERVIEW ACTIVE SOCIAL MEDIA USERS IN EACH REGION AS A PERCENTAGE OF TOTAL GLOBAL ACTIVE SOCIAL MEDIA USERS SHARE OF GLOBAL SOCIAL MEDIA USERS JAN 2023
  • 12. 12 OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA GLOBAL AVERAGE 106% 102% 136% 120% 84% 107% 100% 179% 68% 58% 96% 101% 147% 132% 133% 127% 112% 84% 103% 112% SOURCES: GSMA INTELLIGENCE; UNITED NATIONS. NOTE: FIGURES MAY EXCEED 100% BECAUSE SOME INDIVIDUALS MAY USE MORE THAN ONE CELLULAR CONNECTION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. COMPARABILITY: BASE CHANGES. GLOBAL OVERVIEW CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION MOBILE CONNECTIVITY JAN 2023
  • 13. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2023 CLICK HERE TO READ OUR DIGITAL 2023 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2023 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL DIG DEEPER INTO THE DATA IN OUR DIGITAL 2023 GLOBAL REPORTS
  • 14. Last year, we emerged from the pandemic into a new online landscape. IRL and URL life were already impossibly entangled, and much was on the horizon: metaverses in which to while away our days, NFTs to deck the walls of digital houses, crypto wallets for paying for goods and services in virtual malls. But this year, what was cracked has now shattered into many segmented realities. An accurate vision of the future is now less like looking through a telescope, more like looking through a kaleidoscope: it’s coming through as several diverse fragments, not one single perspective. In this fragmented space, online factions are carving out their own customs, niches, and territories – their own marginal worlds that have the power to become the mainstream. On a social level, gone are the days of feeds clustered around friends and family – here are the days of For You Pages guided by individual interests. On a cultural level, gone is the universal watercooler chat dictated by shared popular culture – today’s agenda is set by ever-more niche and transient corners of the internet. And on a personal level, identities are more layered and fluid than ever before, more like an ‘avatar du jour’ than a static understanding of self. In the eighth issue of our annual report Think Forward, we unpick the complex and ever-changing web of digital culture and behaviour, and explore the role brands can play in reflecting and shaping it. T H E T R E N D S 1. TEXTURED DISCOVERY PEOPLE WANT SOCIAL TO BE LESS PRECISE AND MORE EXPLORATORY 2.COLLAPSING NARRATIVES STORYTELLING IS NO LONGER LINEAR NOR FOLLOWING ESTABLISHED STRUCTURES 3. MARGIN-CHASERS ON SOCIAL, EXTREME BEHAVIOUR IS SEEN AS MORE AUTHENTIC, GAINING TRACTION AND CUTTING THROUGH 4. NEW COOPERATIVES THE CULT OF THE INDIVIDUAL HAS GIVEN WAY TO LESS EGO-DRIVEN COMMUNITIES 5. EXPANDING IDENTITIES VIRTUAL WORLDS ARE MAKING ONLINE IDENTITY MORE FLEXIBLE AND EXPANSIVE WE ARE SOCIAL FRAGMENTED FUTURES THINK FORWARD 2023 FIND OUT MORE IN THINK FORWARD 2023 > PARTNER CONTENT
  • 15. Meltwater Insights Economic Impact Get in touch to discover how Meltwater can help your organization achieve similar results. What economic impact does Meltwater’s suite of marketing and communications solutions have on agencies? We enlisted Forrester Consulting, an independent, objective, research-based firm, to find out. Aggregating data and testimony drawn from client interviews, Forrester Consulting created a composite, representative full-service agency on which to center the Total Economic Impact™ (TEI) study of Meltwater. The resulting, comprehensive report highlights how Meltwater helps marketers overcome efficiency and capacity challenges to generate new revenue streams. The Total Economic Impact™ of Meltwater on Agencies is a thorough, independent examination of the costs, risks, benefits, and value of adopting Meltwater solutions. Access the full report to learn more. “Meltwater is an absolutely mandatory thing to have to make informed decisions about where you want to take a client. Otherwise, you’re just making assumptions which are not real. We use Meltwater to ensure we use relevant, fact-based insights to steer clients.”— Agency Insights Manager 230% 20% 20 Return on investment Increase in client wins Hours per account saved in reporting per month Based on the research, Forrester Consulting suggested that a representative composite organization with more than 100 employees and revenue of $20 million per year would experience the above benefits. PARTNER CONTENT
  • 17. 17 51.80 64.19 50.56 47.64 MILLION MILLION MILLION MILLION 81.5% 123.9% 97.6% 92.0% URBANISATION vs. POPULATION vs. POPULATION vs. POPULATION TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. SEE NOTES ON DATA FOR FULL DETAILS. KOREA SOUTH OVERVIEW OF THE ADOPTION AND USE OF CONNECTED DEVICES AND SERVICES ESSENTIAL DIGITAL HEADLINES NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 18. 18 -0.05% +2.3% -0.05% [N/A] -26 THOUSAND +1.4 MILLION -26 THOUSAND [BASE REVISIONS] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TOTAL POPULATION CELLULAR MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS SOURCES: UNITED NATIONS; GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; WORLD BANK; EUROSTAT; CNNIC; APJII; IAMAI & KANTAR; CIA WORLD FACTBOOK; COMPANY ADVERTISING RESOURCES AND EARNINGS REPORTS; OCDH; BETA RESEARCH CENTER; KEPIOS ANALYSIS. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. COMPARABILITY: SIGNIFICANT REVISIONS TO SOURCE DATA, INCLUDING COMPREHENSIVE REVISIONS TO POPULATION DATA. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR FULL DETAILS. KOREA SOUTH CHANGE IN THE USE OF CONNECTED DEVICES AND SERVICES OVER TIME DIGITAL GROWTH NOTE: MAJOR REVISIONS TO SOURCE DATA MEAN THAT GROWTH FIGURES FOR SOCIAL MEDIA ARE CURRENTLY UNAVAILABLE; PLEASE READ THE IMPORTANT NOTES AT THE START OF THIS REPORT FOR DETAILS JAN 2023
  • 20. 20 81.5% 523.4 98.0% 96.6% 99.2% 51.80 50.1% 49.9% -0.05% 44.4 MILLION -26 THOUSAND URBAN POPULATION POPULATION DENSITY (PEOPLE PER KM2 ) OVERALL LITERACY (ADULTS AGED 15+) FEMALE LITERACY (ADULTS AGED 15+) MALE LITERACY (ADULTS AGED 15+) TOTAL POPULATION FEMALE POPULATION MALE POPULATION YEAR-ON-YEAR CHANGE IN TOTAL POPULATION MEDIAN AGE OF THE POPULATION SOURCES: UNITED NATIONS; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNESCO; CIA WORLD FACTBOOK; OUR WORLD IN DATA; INDEXMUNDI; KNOEMA; KEPIOS ANALYSIS. KOREA SOUTH DEMOGRAPHICS AND OTHER KEY INDICATORS POPULATION ESSENTIALS JAN 2023
  • 21. 21 49.9 M 50.3 M 50.8 M 51.2 M 51.4 M 51.6 M 51.7 M 51.9 M 51.8 M 51.8 M 51.8 M +0.9% +0.9% +0.8% +0.4% +0.4% +0.3% +0.2% -0.05% -0.004% -0.05% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES; KEPIOS ANALYSIS. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: SOURCE CHANGES AND BASE REVISIONS. FIGURES MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH TOTAL POPULATION AND YEAR-ON-YEAR CHANGE POPULATION OVER TIME JAN 2023 DATAREPORTAL
  • 22. 22 13.6% 14.5% 16.4% 16.0% 17.9% 51.80 2.9% 6.7% 4.4% 7.6% MILLION 65+ 55-64 45-54 35-44 25-34 18-24 13-17 5-12 0-4 POPULATION AGED 25-34 POPULATION AGED 35-44 POPULATION AGED 45-54 POPULATION AGED 55-64 POPULATION AGED 65+ TOTAL POPULATION POPULATION AGED 0-4 POPULATION AGED 5-12 POPULATION AGED 13-17 POPULATION AGED 18-24 SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; LOCAL GOVERNMENT AUTHORITIES. KOREA SOUTH SHARE OF THE TOTAL POPULATION BY AGE GROUP POPULATION BY AGE JAN 2023
  • 23. 23 13.1% 25.1% 9.7% 9.1% 3.8% -5.8% (-80 BPS) +20.7% (+430 BPS) +18.3% (+150 BPS) -11.7% (-120 BPS) -15.6% (-70 BPS) 96.7% 96.6% 1.1% 76.5% 39.5% -0.1% (-10 BPS) [UNCHANGED] -38.9% (-70 BPS) -0.5% (-40 BPS) +8.2% (+300 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GAMES CONSOLE SMART WATCH OR SMART WRISTBAND TV STREAMING DEVICE SMART HOME DEVICE VIRTUAL REALITY DEVICE ANY KIND OF MOBILE PHONE SMART PHONE FEATURE PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVICE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN EACH KIND OF DEVICE DEVICE OWNERSHIP JAN 2023
  • 24. 24 0H 55M 0H 32M 0H 26M 0H 32M [UNCHANGED] -8.6% (-3 MINS) -3.7% (-1 MIN) -8.6% (-3 MINS) 5H 21M 2H 45M 1H 11M 1H 01M -2.4% (-8 MINS) -5.7% (-10 MINS) -2.7% (-2 MINS) -6.2% (-4 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT USING A GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE TIME SPENT USING THE INTERNET TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BOTH LINEAR (BROADCAST AND CABLE) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES BOTH ONLINE AND PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. KOREA SOUTH THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64 SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES DAILY TIME SPENT WITH MEDIA JAN 2023
  • 26. 26 50.56 97.6% -0.05% 5H 21M 93.6% MILLION [UNCHANGED] -26 THOUSAND -2.4% (-8 MINS) -0.6% (-60 BPS) TOTAL INTERNET USERS INTERNET USERS AS A PERCENTAGE OF TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF INTERNET USERS AVERAGE DAILY TIME SPENT USING THE INTERNET BY EACH INTERNET USER PERCENTAGE OF USERS ACCESSING THE INTERNET VIA MOBILE PHONES SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; WORLD BANK; GOOGLE’S ADVERTISING RESOURCES; CIA WORLD FACTBOOK; CNNIC; APJII; KANTAR & IAMAI; LOCAL GOVERNMENT AUTHORITIES; UNITED NATIONS. TIME SPENT AND MOBILE SHARE DATA FROM GWI (Q3 2022). SEE GWI.COM FOR MORE DETAILS. PERCENTAGE CHANGE FIGURES SHOW RELATIVE YEAR-ON-YEAR CHANGE. “BPS” FIGURES REPRESENT BASIS POINTS, AND SHOW ABSOLUTE YEAR-ON-YEAR CHANGE. COMPARABILITY: SOURCE AND BASE CHANGES. ALL FIGURES USE THE LATEST AVAILABLE DATA, BUT SOME SOURCE DATA MAY NOT HAVE BEEN UPDATED IN THE PAST YEAR. FIGURES FOR INTERNET USER GROWTH MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR DETAILS. KOREA SOUTH ESSENTIAL INDICATORS OF INTERNET ADOPTION AND USE OVERVIEW OF INTERNET USE JAN 2023
  • 27. 27 42.3 M 44.1 M 45.7 M 47.5 M 48.9 M 49.6 M 49.8 M 50.0 M 50.6 M 50.6 M 50.6 M +4.3% +3.6% +4.1% +2.9% +1.3% +0.5% +0.5% +1.1% -0.004% -0.05% JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN JAN 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. ADVISORY: DUE TO COVID-19-RELATED DELAYS IN RESEARCH AND REPORTING, FIGURES FOR INTERNET USER GROWTH AFTER 2020 MAY UNDER-REPRESENT ACTUAL TRENDS. SEE NOTES ON DATA FOR MORE DETAILS. COMPARABILITY: SOURCE AND BASE CHANGES. FIGURES MAY NOT MATCH OR CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. KOREA SOUTH INTERNET USERS OVER TIME NUMBER OF INTERNET USERS AND YEAR-ON-YEAR CHANGE JAN 2023 DATAREPORTAL
  • 28. 28 50.56 50.28 49.80 MILLION MILLION MILLION 97.6% 97.1% 96.1% vs. POPULATION vs. POPULATION vs. POPULATION INTERNET USERS: ITU INTERNET USERS: CIA WORLD FACTBOOK INTERNET USERS: INTERNETWORLDSTATS SOURCES: AS STATED ABOVE EACH ICON. NOTES: WHERE SOURCES PUBLISH INTERNET ADOPTION AS A PERCENTAGE (I.E. PENETRATION), VALUES SHOWN HERE COMPARE THE LATEST PUBLISHED ADOPTION RATES IN EACH COUNTRY WITH THE LATEST FIGURES FOR POPULATION TO DERIVE ABSOLUTE USER NUMBERS. WHERE SOURCES PUBLISH ABSOLUTE USER NUMBERS, VALUES SHOWN HERE COMPARE THESE ABSOLUTE USER FIGURES WITH THE LATEST FIGURES FOR POPULATION TO DERIVE VALUES FOR “vs. POPULATION”. COMPARABILITY: POTENTIAL MISMATCHES. INTERNET USER FIGURES QUOTED ELSEWHERE IN THIS REPORT USE DATA FROM MULTIPLE SOURCES, INCLUDING SOURCES NOT FEATURED ON THIS SLIDE. KOREA SOUTH INTERNET USER NUMBERS PUBLISHED BY DIFFERENT SOURCES INTERNET USER PERSPECTIVES JAN 2023
  • 29. 29 97.6% 100.0% 99.9% 99.9% 0.5% USES THE INTERNET HAS ACCESS TO ELECTRICITY HAS ACCESS TO BASIC DRINKING WATER HAS ACCESS TO BASIC SANITATION EARNS LESS THAN USD $3.65 PER DAY SOURCES: KEPIOS ANALYSIS; ITU; GSMA INTELLIGENCE; EUROSTAT; GWI; CIA WORLD FACTBOOK; CNNIC; APJII; LOCAL GOVERNMENT AUTHORITIES; WORLD BANK; UNITED NATIONS. KOREA SOUTH ACCESS TO THE INTERNET IN THE CONTEXT OF ACCESS TO OTHER LIFE ESSENTIALS, AS A PERCENTAGE OF TOTAL POPULATION INTERNET ACCESS IN PERSPECTIVE JAN 2023
  • 30. 30 5H 21M 2H 35M 2H 46M 48.3% DAILY TIME SPENT USING THE INTERNET ACROSS ALL DEVICES TIME SPENT USING THE INTERNET ON MOBILE PHONES TIME SPENT USING THE INTERNET ON COMPUTERS AND TABLETS MOBILE’S SHARE OF TOTAL DAILY INTERNET TIME SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH AMOUNT OF TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY DAILY TIME SPENT USING THE INTERNET JAN 2023
  • 31. 31 72.7% 60.5% 49.3% 49.0% 42.8% 42.5% 42.3% 42.1% 41.0% 35.6% 32.9% 30.5% 27.0% 27.0% 25.8% FINDING INFORMATION FILLING UP SPARE TIME AND GENERAL BROWSING KEEPING UP-TO-DATE WITH NEWS AND EVENTS RESEARCHING PRODUCTS AND BRANDS ACCESSING AND LISTENING TO MUSIC WATCHING VIDEOS, TV SHOWS, OR MOVIES ORGANISING YOUR DAY-TO-DAY LIFE RESEARCHING PLACES, VACATIONS, AND TRAVEL RESEARCHING HOW TO DO THINGS STAYING IN TOUCH WITH FRIENDS AND FAMILY MANAGING FINANCES AND SAVINGS EDUCATION AND STUDY-RELATED PURPOSES FINDING NEW IDEAS OR INSPIRATION RESEARCHING HEALTH ISSUES AND HEALTHCARE PRODUCTS GAMING SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PRIMARY REASONS WHY INTERNET USERS AGED 16 TO 64 USE THE INTERNET MAIN REASONS FOR USING THE INTERNET JAN 2023
  • 32. 32 69.7% 22.6% 21.0% 6.8% 4.0% -1.4% (-100 BPS) -3.0% (-70 BPS) +4.0% (+80 BPS) -12.8% (-100 BPS) -4.8% (-20 BPS) 93.6% 75.5% 93.3% 0.6% 24.4% -0.6% (-60 BPS) -0.5% (-40 BPS) -0.5% (-50 BPS) [UNCHANGED] +11.4% (+250 BPS) MOBILE PHONE (ANY) LAPTOP OR DESKTOP (ANY) SMART PHONE FEATURE PHONE TABLET DEVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL LAPTOP OR DESKTOP WORK LAPTOP OR DESKTOP CONNECTED TELEVISION SMART HOME DEVICE GAMES CONSOLE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “MOBILE PHONE (ANY)” INCLUDES USERS WHO ACCESS VIA A SMARTPHONE OR A FEATURE PHONE. “LAPTOP OR DESKTOP (ANY)” INCLUDES USERS WHO ACCESS VIA THEIR OWN COMPUTER OR A COMPUTER PROVIDED BY THEIR EMPLOYER. PERCENTAGE CHANGE VALUES REFLECT RELATIVE CHANGE. “BPS” VALUES SHOW THE CHANGE IN BASIS POINTS, AND REFLECT ABSOLUTE CHANGE. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF DEVICE TO ACCESS THE INTERNET DEVICES USED TO ACCESS THE INTERNET JAN 2023
  • 33. 33 118.76 +13.1% 95.34 -3.6% MBPS MBPS MEDIAN DOWNLOAD SPEED OF CELLULAR MOBILE INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN CELLULAR MOBILE INTERNET CONNECTION SPEED MEDIAN DOWNLOAD SPEED OF FIXED INTERNET CONNECTIONS YEAR-ON-YEAR CHANGE IN MEDIAN FIXED INTERNET CONNECTION SPEED SOURCE: OOKLA. NOTE: FIGURES REPRESENT MEDIAN DOWNLOAD SPEEDS IN MEGABITS PER SECOND (MBPS) IN NOVEMBER 2022. COMPARABILITY: THE VALUES FOR INTERNET CONNECTION SPEEDS THAT WE FEATURED IN PREVIOUS REPORTS REFLECTED MEAN CONNECTION SPEEDS, WHEREAS WE NOW FEATURE MEDIAN CONNECTION SPEEDS, WHICH OFFER A MORE REPRESENTATIVE INDICATION OF THE CONNECTION SPEEDS THAT “TYPICAL” USERS CAN EXPECT. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE WITH THE VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH MEDIAN DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) OF MOBILE AND FIXED INTERNET CONNECTIONS INTERNET CONNECTION SPEEDS JAN 2023
  • 34. 34 58.34% 40.56% 1.10% 0% +18.2% (+897 BPS) -18.5% (-923 BPS) +31.0% (+26 BPS) [N/A] YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE MOBILE PHONES LAPTOP AND DESKTOP COMPUTERS TABLET DEVICES OTHER DEVICES SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON EACH TYPE OF DEVICE COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO BROWSERS RUNNING ON ANY DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON EACH KIND OF DEVICE SHARE OF WEB TRAFFIC BY DEVICE JAN 2023
  • 35. 35 25.8% 25.5% 32.6% 26.8% 33.0% 40.0% 38.3% 46.7% 50.0% 49.4% 58.3% -0.9% +27.7% -17.9% +23.2% +21.2% -4.1% +21.8% +7.1% -1.3% +18.2% NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV NOV 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE. PERCENTAGE CHANGE VALUES IN THE WHITE CIRCLES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). KOREA SOUTH PERCENTAGE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS RUNNING ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC JAN 2023 DATAREPORTAL
  • 36. 36 13.19% 0.37% 0.50% 9.83% +5.4% (+68 BPS) -24.5% (-12 BPS) +233.3% (+35 BPS) -6.4% (-67 BPS) 51.75% 17.04% 6.58% 0.74% -5.0% (-274 BPS) +27.4% (+367 BPS) -11.8% (-88 BPS) -28.2% (-29 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SAMSUNG INTERNET OPERA ANDROID OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE CHROME SAFARI MICROSOFT EDGE FIREFOX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEWS SERVED TO EACH BROWSER AS A PERCENTAGE OF TOTAL PAGE VIEWS SERVED TO WEB BROWSERS RUNNING ON ANY KIND OF DEVICE IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF TOTAL WEB PAGES SERVED TO EACH BRAND OF WEB BROWSER RUNNING ON ANY DEVICE SHARE OF WEB TRAFFIC BY BROWSER JAN 2023
  • 37. 37 11 TWITTER.COM 144 M 43.0 M 17M 53S 2.1 12 DAUM.NET 139 M 31.1 M 22M 56S 6.2 13 ARCA.LIVE 130 M 17.5 M 25M 16S 22.1 14 ILBE.COM 124 M 12.7 M 33M 00S 21.1 15 RULIWEB.COM 117 M 19.7 M 39M 23S 19.5 16 AVSEE.IN 93.3 M 12.5 M 14M 05S 14.2 17 SPANKBANG.COM 91.8 M 22.1 M 13M 33S 9.9 18 INVEN.CO.KR 89.1 M 13.6 M 23M 52S 11.8 19 NEWSPIC.KR 89.0 M 14.5 M 3M 24S 1.6 20 WATCHFREEJAVONLINE.CO 88.0 M 8.05 M 13M 08S 5.3 01 YOUTUBE.COM 6.24 B 303 M 40M 28S 7.4 02 GOOGLE.COM 1.18 B 184 M 21M 59S 3.8 03 NAVER.COM 688 M 104 M 25M 42S 6.1 04 DCINSIDE.COM 452 M 45.3 M 31M 18S 21.4 05 NAMU.WIKI 293 M 47.8 M 26M 51S 1.6 06 HITOMI.LA 253 M 31.1 M 16M 52S 14.9 07 COUPANG.COM 200 M 63.7 M 13M 31S 2.6 08 FMKOREA.COM 192 M 23.4 M 40M 32S 32.2 09 TISTORY.COM 161 M 46.2 M 14M 24S 2.0 10 NOONOO.TV 147 M 20.6 M 21M 47S 5.7 # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT # WEBSITE TOTAL VISITS (MONTHLY AVE.) UNIQUE VISITORS (MONTHLY AVE.) AVERAGE TIME PER VISIT AVERAGE PAGES PER VISIT SOURCE: SEMRUSH. FIGURES REPRESENT TRAFFIC VALUES FOR THE PERIOD BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022. NOTE: VALUES IN THE “UNIQUE VISITORS” COLUMN REPRESENT THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. FIGURES ENDING IN “B” REPRESENT BILLIONS; FIGURES ENDING IN “M” REPRESENT MILLIONS. TIME SHOWN IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN DOMAINS. COMPARABILITY: SOURCE METHODOLOGY CHANGES. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SEMRUSH’S RANKING OF THE MOST VISITED WEBSITES, BASED ON WEBSITE TRAFFIC BETWEEN 01 SEPTEMBER AND 30 NOVEMBER 2022 TOP WEBSITES: SEMRUSH RANKING JAN 2023
  • 38. 38 0.14% 0.21% 28.81% 1.73% -22.2% (-4 BPS) +31.3% (+5 BPS) +71.4% (+1,200 BPS) -18.4% (-39 BPS) 65.67% 2.85% 0.34% 0.25% -15.8% (-1,236 BPS) +39.7% (+81 BPS) -27.7% (-13 BPS) +31.6% (+6 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE BAIDU DUCKDUCKGO NAVER OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE GOOGLE BING YAHOO! YANDEX SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF PAGE VIEW REFERRALS ORIGINATING FROM EACH SERVICE AS A PERCENTAGE OF TOTAL PAGE VIEW REFERRALS ORIGINATING FROM SEARCH ENGINES IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF TOTAL WEB TRAFFIC REFERRED BY SEARCH ENGINES THAT ORIGINATED FROM EACH SEARCH SERVICE SHARE OF SEARCH ENGINE REFERRALS JAN 2023
  • 39. 39 11 뉴 토끼 23 12 번역기 20 13 게임 18 14 YOUTUBE 18 15 인스 타 16 16 로아 16 17 토렌트 15 18 번역 14 19 디시 14 20 쿠팡 13 01 네이버 100 02 날씨 79 03 유튜브 71 04 누누 35 05 구글 33 06 다음 27 07 트위터 26 08 툰코 26 09 누누 티비 25 10 내일 날씨 24 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. KOREA SOUTH QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SEARCHES JAN 2023
  • 40. 40 7.3% 21.2% 17.4% 18.8% -9.9% (-80 BPS) -4.9% (-110 BPS) -2.2% (-40 BPS) +2.7% (+50 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE USE VOICE ASSISTANTS (E.G. SIRI, GOOGLE ASSISTANT) TO FIND INFORMATION EACH WEEK VISIT SOCIAL NETWORKS TO LOOK FOR INFORMATION ABOUT BRANDS AND PRODUCTS USE IMAGE RECOGNITION TOOLS (E.G. GOOGLE LENS, PINTEREST LENS) ON MOBILE EACH MONTH USE ONLINE TOOLS TO TRANSLATE TEXT INTO DIFFERENT LANGUAGES EACH WEEK SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN EACH KIND OF ONLINE ACTIVITY ACCESSING ONLINE INFORMATION JAN 2023
  • 41. 41 10.8% 16.6% 25.7% 16.3% 19.3% -7.7% (-90 BPS) -14.4% (-280 BPS) -0.8% (-20 BPS) -15.1% (-290 BPS) -0.5% (-10 BPS) 84.3% 31.2% 16.2% 4.0% 12.8% +6.0% (+480 BPS) -1.3% (-40 BPS) +5.9% (+90 BPS) -9.1% (-40 BPS) +9.4% (+110 BPS) EDUCATIONAL VIDEO PRODUCT REVIEW VIDEO SPORTS CLIP OR HIGHLIGHTS VIDEO GAMING VIDEO INFLUENCER VIDEOS AND VLOGS ANY KIND OF VIDEO MUSIC VIDEO COMEDY, MEME, OR VIRAL VIDEO TUTORIAL OR HOW-TO VIDEO VIDEO LIVESTREAM YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH EACH KIND OF VIDEO CONTENT VIA THE INTERNET EACH WEEK WATCHING ONLINE VIDEO CONTENT JAN 2023
  • 42. 42 83.5% 87.2% 0H 49M 29.7% PERCENTAGE OF INTERNET USERS WHO STREAM TV CONTENT OVER THE INTERNET INTERNET USERS WHO STREAM TV CONTENT vs. INTERNET USERS WHO WATCH ANY KIND OF TV AVERAGE DAILY TIME THAT INTERNET USERS SPEND WATCHING STREAMING TV TIME SPENT WATCHING STREAMING TV AS A PERCENTAGE OF TOTAL TIME SPENT WATCHING TV SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO WATCH TV CONTENT VIA STREAMING SERVICES (E.G. NETFLIX) EACH MONTH STREAMING TV CONTENT VIA THE INTERNET JAN 2023
  • 43. 43 42.9% 12.8% 9.9% 12.0% +1.9% (+80 BPS) -1.5% (-20 BPS) -20.8% (-260 BPS) +3.4% (+40 BPS) LISTEN TO MUSIC STREAMING SERVICES LISTEN TO ONLINE RADIO SHOWS OR STATIONS LISTEN TO PODCASTS LISTEN TO AUDIO BOOKS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO LISTEN TO EACH KIND OF AUDIO CONTENT VIA THE INTERNET EACH WEEK LISTENING TO ONLINE AUDIO CONTENT JAN 2023
  • 44. 44 12.6% 9.7% 3.4% 2.8% -3.1% (-40 BPS) -11.8% (-130 BPS) +21.4% (+60 BPS) -30.0% (-120 BPS) 78.3% 66.2% 36.9% 14.8% +0.3% (+20 BPS) -0.6% (-40 BPS) +7.6% (+260 BPS) +11.3% (+150 BPS) TABLET HAND-HELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON EACH KIND OF DEVICE DEVICES USED TO PLAY VIDEO GAMES JAN 2023
  • 45. 45 $921.6 $427.8 $271.9 $401.1 MILLION MILLION MILLION MILLION +13.3% (+$108 MILLION) +2.9% (+$12 MILLION) +13.5% (+$32 MILLION) +12.6% (+$45 MILLION) 9.42 $5.51 $2.63 $855.4 MILLION BILLION BILLION MILLION +19.4% (+1.5 MILLION) +12.1% (+$596 MILLION) +12.8% (+$299 MILLION) +13.2% (+$100 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE VALUE OF SMART HOME SECURITY DEVICE MARKET VALUE OF SMART HOME ENTERTAINMENT DEVICE MARKET VALUE OF SMART HOME COMFORT & LIGHTING MARKET VALUE OF SMART HOME ENERGY MANAGEMENT MARKET YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF HOMES WITH SMART HOME DEVICES TOTAL ANNUAL VALUE OF THE SMART HOME DEVICES MARKET VALUE OF SMART HOME APPLIANCES MARKET VALUE OF SMART HOME CONTROL & CONNECTIVITY DEVICE MARKET SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. KOREA SOUTH VALUE OF THE MARKET FOR SMART HOME DEVICES (U.S. DOLLARS) SMART HOME MARKET OVERVIEW JAN 2023
  • 46. 46 $232 $152 $65.30 $102 -17.0% (-$47.50) -25.2% (-$51.30) -19.8% (-$16.16) -16.0% (-$19.40) 43.4% $585 $448 $201 +18.0% (+661 BPS) -6.1% (-$37.70) -15.1% (-$79.60) -18.0% (-$44.00) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE ARPU: SMART HOME SECURITY DEVICES ARPU: SMART HOME ENTERTAINMENT DEVICES ARPU: SMART HOME COMFORT & LIGHTING ARPU: SMART HOME ENERGY MANAGEMENT YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PENETRATION OF SMART HOME DEVICES ARPU: SPEND ON ALL SMART HOME DEVICES ARPU: SMART HOME APPLIANCES ARPU: SMART HOME CONTROL & CONNECTIVITY DEVICES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “SMART HOME DEVICES” INCLUDE: DIGITALLY CONNECTED AND CONTROLLED HOME DEVICES THAT CAN BE REMOTELY CONTROLLED; SENSORS, ACTUATORS AND CLOUD SERVICES THAT ENABLE HOME AUTOMATION; CONTROL HUBS THAT CONNECT SENSORS AND ACTUATORS TO REMOTE CONTROLS AND TO EACH OTHER; AND SMART HOME-RELATED SOFTWARE SALES (INCLUDING SUBSCRIPTION FEES). DOES NOT INCLUDE SMART TVS, OR B2B OR C2C SALES. FIGURES REPRESENT ESTIMATES OF FULL-YEAR SPEND PER SMART HOME FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. COMPARABILITY: BASE CHANGES. KOREA SOUTH AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (U.S. DOLLARS) AVERAGE ANNUAL REVENUE PER SMART HOME JAN 2023
  • 47. 47 30.4% 25.3% 13.3% USE A BANKING, INVESTMENT, OR INSURANCE WEBSITE OR MOBILE APP EACH MONTH USE A MOBILE PAYMENT SERVICE (E.G. APPLE PAY, SAMSUNG PAY) EACH MONTH OWN ANY FORM OF CRYPTOCURRENCY (E.G. BITCOIN, ETHER) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO OWN OR USE EACH KIND OF DIGITAL FINANCIAL SERVICE USE OF ONLINE FINANCIAL SERVICES JAN 2023
  • 48. 48 26.1% 36.2% 36.3% 19.7% 59.7% COMFORTABLE WITH APPS TRACKING THEIR REAL-WORLD ACTIVITY (E.G. STEPS, SLEEP) PREFER TO REMAIN ANONYMOUS WHEN USING ONLINE SERVICES WORRY ABOUT HOW COMPANIES MIGHT USE THEIR ONLINE DATA DECLINE COOKIES ON WEBSITES AT LEAST SOME OF THE TIME EXPRESS CONCERN ABOUT WHAT IS REAL vs. WHAT IS FAKE ON THE INTERNET SOURCES: DATA FOR “CONCERNS ABOUT WHAT IS REAL vs WHAT IS FAKE ON THE INTERNET” VIA REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM’S “DIGITAL NEWS REPORT 2021”. FIGURES REPRESENT THE FINDINGS OF A GLOBAL STUDY OF ONLINE NEWS CONSUMERS AGED 18+ (SEE DIGITALNEWSREPORT.ORG FOR MORE DETAILS). DATA FOR ALL OTHER DATA POINTS VIA GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERSPECTIVES AND ACTIVITIES OF ONLINE ADULTS RELATING TO THEIR ONLINE DATA PRIVACY AND SECURITY ONLINE PRIVACY AND SECURITY JAN 2023
  • 50. ! CORRECTIONS IN SOCIAL MEDIA USER NUMBERS Over recent months, the data sources that we use to calculate social media user numbers in each country have made significant revisions to their underlying numbers. As a result, we are currently unable to provide data for the change in social media users over time. Because of these changes, readers should not compare social media user numbers published in this report with similar figures published in previous reports in the Global Digital Reports series, because any such comparisons will deliver inaccurate data and misleading trends. Furthermore, please note that the social media user numbers published in this report may appear to be significantly lower than the figures published in previous reports in this series. However, any such differences are the result of “corrections” in source data published by social media platforms, and our analysis of various data sources confirms that there has been no discernible drop in social media use in any of the countries that we track. As a result, readers should not interpret any negative differences between the numbers published in this report versus previous reports as a decline in social media use, because these differences are due to corrections in source methodologies and data reporting approaches, and do not representachangeinactualusernumbers.Please read our comprehensive notes on data for more details: https://datareportal.com/notes-on-data
  • 51. 51 1H 11M 4.5 50.0% 50.0% 47.64 92.0% 91.6% 94.2% MILLION NUMBER OF SOCIAL MEDIA USERS SOCIAL MEDIA USERS vs. TOTAL POPULATION SOCIAL MEDIA USERS AGE 18+ vs. TOTAL POPULATION AGE 18+ SOCIAL MEDIA USERS vs. TOTAL INTERNET USERS AVERAGE TIME SPENT USING SOCIAL MEDIA EACH DAY AVERAGE NUMBER OF SOCIAL PLATFORMS USED EACH MONTH FEMALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS MALE SOCIAL MEDIA USERS vs. TOTAL SOCIAL MEDIA USERS SOURCES: KEPIOS ANALYSIS; COMPANY ADVERTISING RESOURCES AND ANNOUNCEMENTS; CNNIC; BETA RESEARCH CENTER; OCDH; U.N.; U.S. CENSUS BUREAU. ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH HEADLINES FOR SOCIAL MEDIA ADOPTION AND USE (NOTE: USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS) OVERVIEW OF SOCIAL MEDIA USE JAN 2023
  • 52. 52 3.5% 2.4% 14.3% 11.6% 16.5% 15.5% 10.2% 9.4% 4.9% 5.7% 1.9% 2.7% 0.5% 1.0% 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: KEPIOS ANALYSIS; META’S ADVERTISING RESOURCES. NOTE: META ONLY PERMITS PEOPLE AGED 13 AND ABOVE TO USE ITS PLATFORMS, SO WHILE THERE MAY BE USERS BELOW THE AGE OF 13, THEY DO NOT FEATURE IN THE AVAILABLE DATA. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: IMPORTANT BASE DATA REVISIONS AND SOURCE REPORTING CHANGES. VALUES ARE NOT COMPARABLE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH SHARE OF COMBINED, DEDUPLICATED POTENTIAL ADVERTISING REACH ACROSS FACEBOOK, INSTAGRAM, AND MESSENGER, BY AGE AND GENDER DEMOGRAPHIC PROFILE OF META’S AD AUDIENCE JAN 2023 DATAREPORTAL
  • 53. 53 29.0% 24.7% 23.2% 20.0% 16.2% 13.8% 13.3% 13.0% 13.0% 12.5% 12.4% 12.3% 10.1% 9.8% 9.7% KEEPING IN TOUCH WITH FRIENDS AND FAMILY FILLING SPARE TIME FINDING CONTENT (E.G. VIDEOS) SEEING WHAT’S BEING TALKED ABOUT READING NEWS STORIES POSTING ABOUT YOUR LIFE FOLLOWING CELEBRITIES OR INFLUENCERS FINDING PRODUCTS TO PURCHASE SEEING CONTENT FROM BRANDS FINDING LIKE-MINDED COMMUNITIES SHARING AND DISCUSSING OPINIONS FINDING INSPIRATION FOR THINGS TO DO AND BUY WATCHING LIVE STREAMS WATCHING OR FOLLOWING SPORTS AVOIDING MISSING OUT (FOMO) SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: FIGURES REPRESENT THE SHARE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AT LEAST ONE SOCIAL MEDIA OR MESSENGER PLATFORM IN THE PAST MONTH. KOREA SOUTH PRIMARY REASONS WHY SOCIAL MEDIA USERS AGED 16 TO 64 USE SOCIAL MEDIA PLATFORMS MAIN REASONS FOR USING SOCIAL MEDIA JAN 2023
  • 54. 54 85.1% 62.7% 47.0% 26.9% 26.3% 21.5% 20.8% 18.0% 13.2% 9.9% 9.0% 7.8% 5.1% 4.1% 4.0% KAKAOTALK INSTAGRAM FACEBOOK TWITTER KAKAOSTORY TIKTOK FB MESSENGER LINE IMESSAGE TELEGRAM PINTEREST DISCORD SKYPE TUMBLR LINKEDIN SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. COMPARABILITY: A VERSION OF THIS CHART THAT APPEARED IN OUR PREVIOUS REPORTS WAS BASED ON A PREVIOUS QUESTION IN GWI’S SURVEY THAT INCLUDED YOUTUBE AS AN ANSWER OPTION. GWI’S CURRENT SURVEY FEATURES A REVISED VERSION OF THIS QUESTION THAT DOES NOT INCLUDE YOUTUBE AS AN ANSWER OPTION, WHILE OTHER CHANGES TO THE QUESTION’S WORDING MAY MEAN THAT THE VALUES AND RANK ORDER SHOWN HERE ARE NOT DIRECTLY COMPARABLE WITH THOSE SHOWN ON A SIMILAR CHART IN PREVIOUS REPORTS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH PLATFORM EACH MONTH MOST USED SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
  • 55. 55 58.3% 18.0% 4.9% 3.5% 2.1% 1.2% 1.0% 1.0% 0.9% 0.8% KAKAOTALK INSTAGRAM FACEBOOK TWITTER TIKTOK KAKAOSTORY DISCORD PINTEREST TELEGRAM IMESSAGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY. KOREA SOUTH PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO SAY THAT EACH OPTION IS THEIR “FAVOURITE” SOCIAL MEDIA PLATFORM FAVOURITE SOCIAL MEDIA PLATFORMS NOTE: YOUTUBE IS NOT OFFERED AS AN ANSWER OPTION FOR THIS QUESTION IN GWI’S SURVEY, SO IT WILL NOT APPEAR IN THIS RANKING JAN 2023
  • 56. 56 40H 00M 10H 54M 6H 06M 19H 54M 8H 00M PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH PER USER, PER MONTH +0.3% (+6 MINS) -0.9% (-6 MINS) +5.2% (+18 MINS) +17.8% (+3H 00M) +3.9% (+18 MINS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YOUTUBE KAKAOTALK INSTAGRAM TIKTOK DAUM SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT AVERAGE NUMBER OF HOURS SPENT PER USER, PER MONTH USING EACH PLATFORM’S MOBILE APP ON ANDROID PHONES THROUGHOUT 2022. PLATFORMS ARE SHOWN IN RANK ORDER (LEFT TO RIGHT) BASED ON TOTAL, CUMULATIVE TIME SPENT ACROSS ALL USERS. KOREA SOUTH AVERAGE TIME PER MONTH THAT USERS SPEND USING EACH PLATFORM’S ANDROID APP TIME SPENT USING SOCIAL MEDIA APPS JAN 2023
  • 57. 57 4.6% 4.2% 9.0% 4.2% +15.0% (+60 BPS) +2.4% (+10 BPS) +13.9% (+110 BPS) +35.5% (+110 BPS) 54.7% 21.2% 12.3% 7.6% +0.2% (+10 BPS) -4.9% (-110 BPS) -14.0% (-200 BPS) -10.6% (-90 BPS) MESSAGING AND LIVE CHAT SERVICES MICRO-BLOGS (E.G. TWITTER) VLOGS (BLOGS IN A VIDEO FORMAT) ONLINE PINBOARDS (E.G. PINTEREST) ANY KIND OF SOCIAL MEDIA PLATFORM SOCIAL NETWORKS QUESTION & ANSWER SITES (E.G. QUORA) FORUMS AND MESSAGE BOARDS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTE: VALUES FOR “ANY KIND OF SOCIAL MEDIA PLATFORM” INCLUDE AT LEAST ONE OF: SOCIAL NETWORKS, QUESTION AND ANSWER SITES (E.G. QUORA), FORUMS AND MESSAGE BOARDS, MESSAGING AND LIVE CHAT SERVICES, MICRO-BLOGS (E.G. TWITTER), BLOGS ON PRODUCTS / BRANDS (NOT SHOWN AS AN INDIVIDUAL VALUE ON THIS CHART), VLOGS (I.E. BLOGS RECORDED IN A VIDEO FORMAT), AND ONLINE PINBOARDS (E.G. PINTEREST). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH SOCIAL MEDIA CHANNEL TO FIND INFORMATION ABOUT BRANDS AND PRODUCTS USE OF SOCIAL MEDIA FOR BRAND RESEARCH JAN 2023
  • 58. 58 37.5% 19.1% 18.0% 17.3% 12.6% 11.9% 10.5% 10.3% 9.4% 8.9% 8.8% 8.8% 8.2% 7.8% 7.6% FRIENDS, FAMILY, AND PEOPLE YOU KNOW INFLUENCERS OR OTHER EXPERTS ACTORS, COMEDIANS, OR OTHER PERFORMERS TV SHOWS OR CHANNELS BRANDS YOU PURCHASE ENTERTAINMENT, MEMES, OR PARODY ACCOUNTS RESTAURANTS, CHEFS, OR FOODIES BRANDS YOU’RE CONSIDERING PURCHASING BANDS, SINGERS, OR MUSICIANS CONTACTS RELEVANT TO WORK EVENTS YOU’RE ATTENDING SPORTS PEOPLE AND TEAMS GAMING EXPERTS OR GAMING STUDIOS POLITICIANS OR ROYALTY BEAUTY EXPERTS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF ACTIVE SOCIAL MEDIA USERS AGED 16 TO 64 WHO FOLLOW EACH TYPE OF ACCOUNT ON SOCIAL MEDIA TYPES OF SOCIAL MEDIA ACCOUNTS FOLLOWED JAN 2023
  • 59. 59 0.12% 0.07% 0.03% 0.02% 0% -72.7% (-32 BPS) -36.4% (-4 BPS) -57.1% (-4 BPS) -50.0% (-2 BPS) -100.0% (-5 BPS) 94.74% 3.18% 0.56% 0.53% 0.75% +15.5% (+1,270 BPS) -72.0% (-817 BPS) -28.2% (-22 BPS) -58.3% (-74 BPS) -80.5% (-310 BPS) FACEBOOK TWITTER INSTAGRAM PINTEREST YOUTUBE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE REDDIT TUMBLR LINKEDIN VKONTAKTE OTHER YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: SHARE DOES NOT INCLUDE TRAFFIC FROM MESSENGER PLATFORMS. DATA ARE ONLY AVAILABLE FOR A SELECTION OF PLATFORMS, AND PERCENTAGES REFLECT SHARE OF AVAILABLE PLATFORMS ONLY. FIGURES REPRESENT THE SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED ON EACH PLATFORM AS A PERCENTAGE OF TOTAL WEB TRAFFIC ARRIVING FROM THE AVAILABLE SELECTION OF SOCIAL PLATFORMS IN NOVEMBER 2022. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH SHARE OF WEB TRAFFIC ARRIVING ON THIRD-PARTY WEBSITES VIA CLICKS OR TAPS ON LINKS PUBLISHED IN SOCIAL MEDIA PLATFORMS (ANY DEVICE) WEB TRAFFIC REFERRALS FROM SOCIAL MEDIA JAN 2023
  • 61. 61 47.64 92.0% 94.2% 50.1% 49.9% MILLION NUMBER OF MONTHLY ACTIVE KAKAOTALK USERS ACTIVE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL POPULATION ACTIVE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL INTERNET USERS FEMALE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS MALE KAKAOTALK USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS SOURCES: KAKAO EARNINGS ANNOUNCEMENTS; GENDER SHARE DATA FROM GWI (Q3 2022), BASED ON VALUES FOR “FEMALE” AND “MALE” USERS ONLY. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH NUMBER OF USER ACCOUNTS THAT ARE ACTIVE ON KAKAOTALK EACH MONTH KAKAOTALK: OVERVIEW OF ACTIVE USERS NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 62. 62 19.0% 20.5% 39.4% 60.6% 9.60 18.5% -2.5% -9.9% MILLION -250 THOUSAND -1.1 MILLION 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 63. 63 0.51 22.85% 36.62% 39.78% 0.74% AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE JAN 2023
  • 64. 64 0.02% 0.05% 0.01% 0.009% 0.01% AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: ALL POST TYPES AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: PHOTO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: VIDEO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: LINK POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: STATUS POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 SEPTEMBER 2022 AND 30 NOVEMBER 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS JAN 2023
  • 65. 65 40.80 91.6% 50.0% 50.0% MILLION 46.00 88.8% 91.0% -0.9% MILLION -400 THOUSAND POTENTIAL REACH OF ADS ON YOUTUBE YOUTUBE AD REACH vs. TOTAL POPULATION YOUTUBE AD REACH vs. TOTAL INTERNET USERS YEAR-ON-YEAR CHANGE IN REPORTED YOUTUBE AD REACH YOUTUBE’S ADVERTISING REACH: USERS AGED 18+ YOUTUBE’S AD REACH AGE 18+ vs. TOTAL POPULATION AGE 18+ FEMALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ MALE YOUTUBE AD REACH AGE 18+ vs. TOTAL YOUTUBE AD REACH AGE 18+ SOURCES: GOOGLE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE DATA ONLY. AGE AND GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES NOT COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON YOUTUBE YOUTUBE: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 66. 66 01 노래 100 02 먹방 37 03 노래 모음 32 04 ASMR 20 05 영화 20 06 노래방 20 07 브이 로그 18 08 뉴스 18 09 드라마 13 10 손흥 민 13 11 포켓몬 12 12 코인 11 13 아이브 10 14 세븐틴 10 15 아이유 9 16 흔한 남매 9 17 팝송 9 18 롤 9 19 임영웅 9 20 고양이 9 # SEARCH QUERY INDEX # SEARCH QUERY INDEX SOURCE: GOOGLE TRENDS, BASED ON SEARCHES CONDUCTED ON YOUTUBE BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY SPELLING ERRORS OR LANGUAGE INCONSISTENCIES IN SEARCH QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN DIGITAL ENVIRONMENTS. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. KOREA SOUTH QUERIES WITH THE GREATEST VOLUME OF YOUTUBE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP YOUTUBE SEARCHES JAN 2023
  • 67. 67 38.1% 41.1% 54.9% 45.1% 19.25 37.2% -3.8% -6.8% MILLION -750 THOUSAND -1.4 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN REPORTED INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 68. 68 11.2% 12.7% 58.0% 42.0% 5.66 10.9% -6.7% +15.6% MILLION -407 THOUSAND +763 THOUSAND 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TIKTOK AD REACH SOURCES: TIKTOK’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: DOES NOT INCLUDE DOUYIN. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS AGED 18+. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON MIDPOINTS OF AVAILABLE DATA ONLY. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, USER AGE MISSTATEMENTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 69. 69 7.7% 8.3% 39.7% 60.3% 3.90 7.5% -3.7% -12.4% MILLION -150 THOUSAND -550 THOUSAND 90 MESSENGER AD REACH vs. TOTAL INTERNET USERS MESSENGER AD REACH vs. POPULATION AGED 13+ FEMALE MESSENGER AD REACH vs. TOTAL MESSENGER AD REACH MALE MESSENGER AD REACH vs. TOTAL MESSENGER AD REACH TOTAL POTENTIAL REACH OF ADS ON MESSENGER MESSENGER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED MESSENGER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED MESSENGER AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR FURTHER DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER MESSENGER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 70. 70 6.9% 7.9% 49.5% 50.5% 3.50 6.8% +2.9% +9.4% MILLION +100 THOUSAND +300 THOUSAND 90 LINKEDIN AD REACH vs. TOTAL INTERNET USERS LINKEDIN AD REACH vs. POPULATION AGED 18+ FEMALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH MALE LINKEDIN AD REACH vs. TOTAL LINKEDIN AD REACH TOTAL POTENTIAL REACH OF ADS ON LINKEDIN LINKEDIN AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED LINKEDIN AD REACH YEAR-ON-YEAR CHANGE IN REPORTED LINKEDIN AD REACH SOURCES: LINKEDIN’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES ARE BASED ON TOTAL REGISTERED MEMBERS, SO ARE NOT COMPARABLE WITH OTHER PLATFORMS IN THIS REPORT. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE TOTAL ACTIVE USER OR REGISTERED MEMBER BASE. VALUES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON LINKEDIN LINKEDIN: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 71. 71 19.4% 20.9% 68.6% 31.4% 9.80 18.9% +2.1% +36.1% MILLION +200 THOUSAND +2.6 MILLION 90 TWITTER AD REACH vs. TOTAL INTERNET USERS TWITTER AD REACH vs. POPULATION AGED 13+ FEMALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH MALE TWITTER AD REACH vs. TOTAL TWITTER AD REACH TOTAL POTENTIAL REACH OF ADS ON TWITTER TWITTER AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN REPORTED TWITTER AD REACH YEAR-ON-YEAR CHANGE IN REPORTED TWITTER AD REACH SOURCES: TWITTER’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. NOTES: VALUES USE MIDPOINT OF PUBLISHED RANGES. GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE”. ADVISORY: REACH FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS OR MATCH THE TOTAL ACTIVE USER BASE. VALUES vs. POPULATION AND vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, ACCOUNTS THAT DO NOT REPRESENT HUMAN INDIVIDUALS (E.G. BUSINESSES, MUSIC BANDS, ETC.), DIFFERENT RESEARCH DATES, AND DIFFERENCES IN CENSUS DATA vs. RESIDENT POPULATIONS. SOURCE DATA REVISIONS MAY DISTORT VALUES FOR CHANGE OVER TIME. COMPARABILITY: SOURCE DATA REVISIONS. VALUES MAY NOT BE COMPARABLE WITH PREVIOUS REPORTS. SEE NOTES ON DATA FOR DETAILS. KOREA SOUTH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON TWITTER TWITTER: ADVERTISING AUDIENCE OVERVIEW NOTE: PLEASE READ THE IMPORTANT NOTES ON COMPARING DATA AT THE START OF THIS REPORT BEFORE COMPARING DATA ON THIS CHART WITH PREVIOUS REPORTS JAN 2023
  • 73. 73 64.19 123.9% +2.3% 99.6% MILLION +1.4 MILLION NUMBER OF CELLULAR MOBILE CONNECTIONS (EXCLUDING IOT) NUMBER OF CELLULAR MOBILE CONNECTIONS COMPARED WITH TOTAL POPULATION YEAR-ON-YEAR CHANGE IN THE NUMBER OF CELLULAR MOBILE CONNECTIONS SHARE OF CELLULAR MOBILE CONNECTIONS THAT ARE BROADBAND (3G, 4G, 5G) SOURCE: GSMA INTELLIGENCE. NOTES: TOTAL CELLULAR CONNECTIONS INCLUDE DEVICES OTHER THAN MOBILE PHONES, BUT EXCLUDE CELLULAR IOT CONNECTIONS. FIGURES MAY SIGNIFICANTLY EXCEED FIGURES FOR POPULATION DUE TO MULTIPLE CONNECTIONS AND CONNECTED DEVICES PER PERSON. COMPARABILITY: BASE CHANGES. VERSIONS OF THIS CHART PUBLISHED IN SOME OF OUR PREVIOUS REPORTS FEATURED CELLULAR CONNECTION FIGURES THAT INCLUDED CELLULAR IOT CONNECTIONS. FIGURES SHOWN HERE DO NOT INCLUDE CELLULAR IOT CONNECTIONS. KOREA SOUTH USE OF MOBILE PHONES AND DEVICES THAT CONNECT TO CELLULAR NETWORKS MOBILE CONNECTIVITY JAN 2023
  • 74. 74 60.5 M 62.2 M 62.5 M 62.7 M 62.7 M 62.8 M 63.3 M 63.7 M 64.2 M +2.9% +0.4% +0.4% +0.03% +0.1% +0.8% +0.6% +0.8% JAN APR JUL OCT JAN APR JUL OCT JAN 2021 2021 2021 2021 2022 2022 2022 2022 2023 SOURCE: GSMA INTELLIGENCE. NOTE: WHERE LETTERS ARE SHOWN NEXT TO FIGURES ABOVE BARS, “K” DENOTES THOUSANDS (E.G. “123 K” = 123,000), “M” DENOTES MILLIONS (E.G. “1.23 M” = 1,230,000), AND “B” DENOTES BILLIONS (E.G. “1.23 B” = 1,230,000,000). WHERE NO LETTER IS PRESENT, VALUES ARE SHOWN AS IS. COMPARABILITY: BASE REVISIONS. NUMBERS MAY NOT CORRELATE WITH VALUES PUBLISHED IN OUR PREVIOUS REPORTS. KOREA SOUTH NUMBER OF CELLULAR MOBILE CONNECTIONS AND YEAR-ON-YEAR CHANGE CELLULAR MOBILE CONNECTIONS OVER TIME JAN 2023 DATAREPORTAL
  • 75. 75 $207 7.45% $12.55 0.43% PRICE OF THE CHEAPEST SMARTPHONE HANDSET (IN USD) PRICE OF THE CHEAPEST SMARTPHONE HANDSET vs. AVERAGE INCOME AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA (IN USD) AVERAGE PRICE OF 1GB OF CELLULAR MOBILE DATA vs. AVERAGE INCOME SOURCES: HANDSET PRICES: ALLIANCE FOR AFFORDABLE INTERNET; ACCESS THE FULL DATASET AT A4AI.ORG. MOBILE DATA PRICES: CABLE.CO.UK; WORLD BANK. COMPARABILITY: VALUE FOR HANDSET PRICES vs. MONTHLY INCOME AS PUBLISHED BY A4AI, AND MAY USE A DIFFERENT VALUE FOR AVERAGE MONTHLY INCOME COMPARED WITH THE DATA USED TO CALCULATE THE PRICE OF 1GB OF MOBILE DATA vs. MONTHLY INCOME. AS A RESULT, VALUES MAY NOT CORRELATE ACROSS DATA POINTS. KOREA SOUTH THE COST OF BUYING A SMARTPHONE HANDSET AND 1GB OF CELLULAR MOBILE DATA, AND COMPARISONS WITH AVERAGE MONTHLY INCOME AFFORDABILITY OF MOBILE INTERNET ACCESS JAN 2023
  • 76. 76 68.96% 30.66% 0.38% 0% 0% -4.0% (-284 BPS) +10.2% (+283 BPS) +5.6% (+2 BPS) [N/A] -100.0% (-1 BP) SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM ANDROID DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM APPLE IOS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM SAMSUNG OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM KAI OS DEVICES SHARE OF MOBILE WEB TRAFFIC ORIGINATING FROM OTHER OS DEVICES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATCOUNTER. NOTES: FIGURES REPRESENT THE NUMBER OF WEB PAGES SERVED TO BROWSERS ON MOBILE PHONES RUNNING EACH OPERATING SYSTEM COMPARED WITH THE TOTAL NUMBER OF WEB PAGES SERVED TO MOBILE BROWSERS IN NOVEMBER 2022. FIGURES FOR SAMSUNG OS REFER ONLY TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE. FIGURES MAY NOT SUM TO 100% DUE TO ROUNDING. KOREA SOUTH PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING EACH MOBILE OPERATING SYSTEM IN NOVEMBER 2022 SHARE OF MOBILE WEB TRAFFIC BY MOBILE OS JAN 2023
  • 77. 77 [N/A] [N/A] $6.29 -4.9% [N/A] BILLION -$325 MILLION TOTAL NUMBER OF MOBILE APP DOWNLOADS YEAR-ON-YEAR CHANGE IN THE TOTAL NUMBER OF MOBILE APP DOWNLOADS ANNUAL CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES (USD) YEAR-ON-YEAR CHANGE IN CONSUMER SPEND ON MOBILE APPS AND IN-APP PURCHASES SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: FIGURES REPRESENT COMBINED CONSUMER ACTIVITY ACROSS THE GOOGLE PLAY STORE, APPLE IOS APP STORE, AND THIRD-PARTY ANDROID APP STORES BETWEEN JANUARY AND DECEMBER 2022. FINANCIAL VALUES ARE IN U.S. DOLLARS. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. KOREA SOUTH HEADLINES FOR MOBILE APP DOWNLOADS AND CONSUMER SPEND (IN U.S. DOLLARS) BETWEEN JANUARY AND DECEMBER 2022 MOBILE APP MARKET OVERVIEW JAN 2023
  • 78. 78 01 KAKAOTALK KAKAO CORP 02 NAVER NAVER 03 COUPANG COUPANG 04 INSTAGRAM META 05 NAVER MAP NAVER 06 BAEDAL MINJOK DELIVERY HERO 07 KARROT DANGGEUN MARKET 08 BAND NAVER 09 FACEBOOK META 10 NETFLIX NETFLIX 01 ROBLOX ROBLOX 02 BRAWL STARS TENCENT 03 INFINITE STAIRS NFLY STUDIO 04 POKÉMON GO NIANTIC 05 MINECRAFT POCKET EDITION MICROSOFT 06 COOKIE RUN: KINGDOM DEVSISTERS 07 PUBG MOBILE TENCENT 08 KARTRIDER RUSH+ NEXON 09 ZOMBIE HIGH SCHOOL AWESOMEPIECE 10 THE BATTLE CATS PONOS # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED MONTHLY ACTIVE USERS ACROSS IPHONES AND ANDROID PHONES BETWEEN JANUARY AND DECEMBER 2022, EXCLUDING PRE-INSTALLED APPS (E.G. YOUTUBE ON ANDROID PHONES, IMESSAGE ON IPHONES). KOREA SOUTH MOBILE APPS AND GAMES RANKED BY AVERAGE MONTHLY ACTIVE USERS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: MONTHLY ACTIVE USERS JAN 2023
  • 79. 79 01 COUPANG PLAY COUPANG 02 KARROT DANGGEUN MARKET 03 정부24 MINISTRY OF THE INTERIOR AND SAFETY 04 TMONEY GO TMONEY 05 DISNEY+ DISNEY 06 M HEALTH INSURANCE NATIONAL HEALTH INSURANCE CORPORATION 07 싸이월드 CYWORLD CYWORLD Z CO. 08 NAVER MAP NAVER 09 COUPANG COUPANG 10 KAKAOTAXI KAKAO CORP 01 SURVIVOR!.IO HABBY 02 POKÉMON GO NIANTIC 03 ARCHELAND ZLONGGAMES 04 ROBLOX ROBLOX 05 RUMMIKUB KINKAJOO 06 BATTLE GAME APPTEENPLANET 07 BLOCKUDOKU EMBRACER GROUP 08 FIFA MOBILE NEXON 09 INFINITE STAIRS NFLY STUDIO 10 GOOSE GOOSE DUCK GAGGLE STUDIOS # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. KOREA SOUTH RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: DOWNLOADS JAN 2023
  • 80. 80 01 YOUTUBE GOOGLE 02 KAKAOTALK KAKAO CORP 03 NAVER WEBTOONS NAVER 04 KAKAOPAGE KAKAO CORP 05 TVING CJ GROUP 06 DISNEY+ DISNEY 07 WATCHA WATCHA 08 WAVVE WAVVE 09 NAVER SERIES NAVER 10 WIPPY NRISE 01 LINEAGE W NCSOFT 02 LINEAGE M NCSOFT 03 ODIN VALHALLA RISING KAKAO CORP 04 LINEAGE 2M NCSOFT 05 DUNGEON & FIGHTER MOBILE NEXON 06 CASTLE IN THE SKY 37 ENTERTAINMENT 07 FIFA ONLINE 4 M NEXON 08 GENSHIN IMPACT MIHOYO 09 히트2 NEXON 10 ROBLOX ROBLOX # MOBILE APP COMPANY # MOBILE GAME COMPANY SOURCE: DATA.AI INTELLIGENCE. SEE DATA.AI FOR MORE DETAILS. NOTES: RANKINGS BASED ON COMBINED USER ACTIVITY ACROSS THE GOOGLE PLAY STORE AND APPLE IOS APP STORE BETWEEN JANUARY AND DECEMBER 2022. VALUES FOR CHINA ONLY INCLUDE ACTIVITY ON THE APPLE IOS APP STORE. “CONSUMER SPEND” ONLY INCLUDES SPEND ON APPS AND IN-APP PURCHASES VIA APP STORES, AND DOES NOT INCLUDE REVENUES FROM ECOMMERCE OR MOBILE ADVERTISING. KOREA SOUTH RANKING OF MOBILE APPS AND MOBILE GAMES BY TOTAL CONSUMER SPEND BETWEEN JANUARY AND DECEMBER 2022 APP RANKING: CONSUMER SPEND JAN 2023
  • 82. 82 98.7% 98.7% 67.0% 69.8% 82.5% 85.4% [N/A] [N/A] 94.9% 97.3% 78.1% 77.8% 72.6% 70.0% 59.3% 61.9% 96.2% 77.9% 71.2% 60.7% 98.7% 68.4% 84.0% [N/A] FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE MADE A DIGITAL PAYMENT (PAST YEAR) MADE A PURCHASE USING A MOBILE PHONE OR THE INTERNET (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO SEND MONEY (PAST YEAR) USED A MOBILE PHONE OR THE INTERNET TO PAY BILLS (PAST YEAR) FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE ACCOUNT WITH A FINANCIAL INSTITUTION CREDIT CARD OWNERSHIP DEBIT CARD OWNERSHIP MOBILE MONEY ACCOUNT (E.G. MPESA, GCASH) SOURCE: WORLD BANK. NOTES: SOME FIGURES HAVE NOT BEEN UPDATED IN THE PAST YEAR, SO MAY BE LESS REPRESENTATIVE OF CURRENT BEHAVIOURS. PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY. KOREA SOUTH PERCENTAGE OF THE TOTAL POPULATION AGED 15+ THAT OWNS OR USES EACH PRODUCT OR SERVICE FINANCIAL INCLUSION FACTORS JAN 2023
  • 83. 83 65.6% 45.2% 9.7% 24.7% 3.0% +1.1% (+70 BPS) +4.9% (+210 BPS) -2.0% (-20 BPS) -10.5% (-290 BPS) -21.1% (-80 BPS) PURCHASED A PRODUCT OR SERVICE ONLINE ORDERED GROCERIES VIA AN ONLINE STORE BOUGHT A SECOND-HAND ITEM VIA AN ONLINE STORE USED AN ONLINE PRICE COMPARISON SERVICE USED A BUY NOW, PAY LATER SERVICE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. NOTES: “YOY” PERCENTAGE VALUES REPRESENT THE RELATIVE YEAR-ON-YEAR CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT THE ABSOLUTE CHANGE (IN BASIS POINTS). KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO ENGAGE IN SELECTED ECOMMERCE ACTIVITIES EACH WEEK WEEKLY ONLINE SHOPPING ACTIVITIES JAN 2023
  • 84. 84 61.5% 58.2% 39.7% 26.0% 23.3% 15.4% 15.2% 13.5% 10.8% 10.3% 10.1% 7.4% 5.2% 5.0% 4.5% FREE DELIVERY COUPONS AND DISCOUNTS REVIEWS FROM OTHER CUSTOMERS FAST, EASY ONLINE CHECKOUT NEXT-DAY DELIVERY EASY RETURNS POLICY ENTRY INTO COMPETITIONS “LIKES” OR GOOD COMMENTS ON SOCIAL PRODUCT OR COMPANY IS ECO-FRIENDLY EXCLUSIVE CONTENT OR SERVICES LOYALTY POINTS INTEREST-FREE PAYMENTS SOCIAL MEDIA “BUY” BUTTONS “GUEST” CHECK-OUT LIVE-CHAT BOX SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY EACH FACTOR WOULD ENCOURAGE THEM TO COMPLETE AN ONLINE PURCHASE ONLINE PURCHASE DRIVERS JAN 2023
  • 85. 85 39.52 $108.3 $2,741 66.6% MILLION BILLION +3.5% (+1.3 MILLION) -9.4% (-$11 BILLION) -12.4% (-$387) +5.6% (+352 BPS) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE NUMBER OF PEOPLE PURCHASING CONSUMER GOODS VIA THE INTERNET ESTIMATED TOTAL ANNUAL SPEND ON ONLINE CONSUMER GOODS PURCHASES (USD, 2022) AVERAGE ANNUAL REVENUE PER CONSUMER GOODS ECOMMERCE USER (USD, 2022) SHARE OF 2022 CONSUMER GOODS ECOMMERCE SPEND ATTRIBUTABLE TO PURCHASES MADE VIA MOBILE PHONES SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “CONSUMER GOODS” INCLUDE: ELECTRONICS, FASHION, FURNITURE, TOYS, HOBBY, DIY, BEAUTY, CONSUMER HEALTHCARE, PERSONAL CARE, HOUSEHOLD CARE, FOOD, BEVERAGES, AND PHYSICAL MEDIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF CONSUMER GOODS ECOMMERCE (B2C ONLY) OVERVIEW OF CONSUMER GOODS ECOMMERCE JAN 2023
  • 86. 86 $15.17 $6.96 $6.84 $4.70 BILLION BILLION BILLION BILLION -6.9% (-$1.1 BILLION) -0.3% (-$19 MILLION) -2.9% (-$206 MILLION) -4.6% (-$227 MILLION) $33.45 $19.89 $13.77 $7.56 BILLION BILLION BILLION BILLION -7.1% (-$2.6 BILLION) -18.1% (-$4.4 BILLION) -6.8% (-$1.0 BILLION) -17.5% (-$1.6 BILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE PERSONAL & HOUSEHOLD CARE FOOD BEVERAGES PHYSICAL MEDIA YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FASHION ELECTRONICS TOYS, HOBBY, DIY FURNITURE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. THE “PERSONAL & HOUSEHOLD CARE” CATEGORY INCLUDES BEAUTY AND CONSUMER HEALTHCARE. THE “PHYSICAL MEDIA” CATEGORY DOES NOT INCLUDE DIGITAL DOWNLOADS OR STREAMING. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH ESTIMATED ANNUAL SPEND IN EACH CONSUMER GOODS ECOMMERCE CATEGORY (B2C ONLY, U.S. DOLLARS, FULL-YEAR 2022) ECOMMERCE: CONSUMER GOODS CATEGORIES JAN 2023
  • 87. 87 11 삼성 34 12 게임 33 13 장난감 32 14 시계 27 15 닌텐도 27 16 키보드 26 17 자전거 26 18 지갑 25 19 노트북 24 20 의자 23 01 포켓몬 100 02 네이버 85 03 레고 64 04 피규어 52 05 포켓몬 카드 50 06 나이키 48 07 가방 48 08 쿠팡 48 09 인형 45 10 아이폰 37 # SEARCH QUERY INDEX vs. TOP QUERY # SEARCH QUERY INDEX vs. TOP QUERY SOURCE: GOOGLE TRENDS, BASED ON SHOPPING SEARCHES CONDUCTED ON GOOGLE SEARCH BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022. NOTES: ANY LANGUAGE ANOMALIES OR SPELLING ERRORS IN QUERIES ARE AS PUBLISHED BY GOOGLE TRENDS, AND ARE SHOWN “AS IS”, TO ENABLE READERS TO IDENTIFY POTENTIAL CHANGES IN HOW PEOPLE USE LANGUAGE IN THEIR SEARCH ACTIVITIES. GOOGLE DOES NOT PUBLISH ABSOLUTE SEARCH VOLUMES, BUT THE “INDEX vs. TOP QUERY” COLUMN SHOWS RELATIVE SEARCH VOLUMES FOR EACH QUERY COMPARED WITH THE SEARCH VOLUME OF THE TOP QUERY. ADVISORY: GOOGLE TRENDS USES DYNAMIC SAMPLING, SO RANK ORDER AND INDEX VALUES MAY VARY DEPENDING ON WHEN THE TOOL IS ACCESSED, EVEN FOR THE SAME TIME PERIOD. KOREA SOUTH SHOPPING QUERIES WITH THE GREATEST VOLUME OF GOOGLE SEARCH ACTIVITY BETWEEN 01 JANUARY 2022 AND 31 DECEMBER 2022 TOP GOOGLE SHOPPING SEARCHES JAN 2023
  • 88. 88 22% 66% 6% 1% 5% SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DIGITAL AND MOBILE WALLETS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO DEBIT AND CREDIT CARDS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO BANK TRANSFERS SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO CASH-ON-DELIVERY SHARE OF B2C ECOMMERCE TRANSACTION VOLUME ATTRIBUTABLE TO OTHER PAYMENT METHODS SOURCE: PPRO. NOTE: FIGURES REPRESENT SHARE OF THE TOTAL NUMBER OF B2C ECOMMERCE TRANSACTIONS IN 2021. KOREA SOUTH PERCENTAGE OF ALL B2C ECOMMERCE TRANSACTIONS IN 2021 COMPLETED USING EACH TYPE OF PAYMENT METHOD PAYMENT METHODS USED FOR ECOMMERCE JAN 2023
  • 89. 89 $5.59 $2.49 $845.3 $6.36 BILLION BILLION MILLION MILLION +33.5% (+$1.4 BILLION) +23.5% (+$473 MILLION) +90.1% (+$401 MILLION) +35.1% (+$1.7 MILLION) $8.08 $300.6 $956.7 $196.7 BILLION MILLION MILLION MILLION +120% (+$4.4 BILLION) +16.6% (+$43 MILLION) +31.8% (+$231 MILLION) +21.2% (+$34 MILLION) YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE HOTELS PACKAGE HOLIDAYS VACATION RENTALS CRUISES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE FLIGHTS TRAINS CAR RENTALS LONG-DISTANCE BUSES SOURCE: STATISTA DIGITAL MARKET OUTLOOK; STATISTA MOBILITY MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. VALUES DO NOT INCLUDE REVENUES ASSOCIATED WITH PUBLIC TRANSPORT, NON-COMMERCIAL FLIGHTS, FERRIES, TAXIS, RIDE-SHARING, RIDE-HAILING, OR CHAUFFEUR SERVICES. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH ANNUAL ONLINE SPEND ON TRAVEL AND TOURISM SERVICES (U.S. DOLLARS, FULL-YEAR 2022) ONLINE TRAVEL AND TOURISM JAN 2023
  • 90. 90 11.6% 9.4% 4.5% 2.4% 6.6% -12.1% (-160 BPS) -8.7% (-90 BPS) +7.1% (+30 BPS) +9.1% (+20 BPS) -18.5% (-150 BPS) 27.1% 27.0% 8.6% 10.2% 4.3% +13.4% (+320 BPS) +5.1% (+130 BPS) -14.0% (-140 BPS) -7.3% (-80 BPS) -2.3% (-10 BPS) MOVIE OR TV DOWNLOAD MUSIC DOWNLOAD NEWS SERVICE SUBSCRIPTION TO AN ONLINE MAGAZINE DIGITAL BOOKS AND E-BOOKS MOVIE OR TV STREAMING SERVICE MUSIC STREAMING SERVICE MOBILE APP MOBILE GAME MOBILE APP IN- APP PURCHASES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PAY FOR EACH KIND OF DIGITAL CONTENT EACH MONTH TYPES OF DIGITAL CONTENT PURCHASED JAN 2023
  • 91. 91 $14.42 $11.91 $1.45 $736.4 $331.3 BILLION BILLION BILLION MILLION MILLION +12.7% (+$1.6 BILLION) +15.4% (+$1.6 BILLION) +4.7% (+$65 MILLION) -5.2% (-$41 MILLION) +5.8% (+$18 MILLION) TOTAL VIDEO GAMES VIDEO-ON-DEMAND EPUBLISHING DIGITAL MUSIC YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. INCLUDES CONTENT DOWNLOADS AND SUBSCRIPTIONS TO STREAMING SERVICES AND ONLINE PUBLISHERS. DOES NOT INCLUDE PHYSICAL MEDIA OR USER-GENERATED CONTENT. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH FULL-YEAR 2022 SPEND ON DIGITAL MEDIA SUBSCRIPTIONS AND DOWNLOADS (IN U.S. DOLLARS) DIGITAL MEDIA SPEND JAN 2023
  • 92. 92 35.17 +2.8% $23.91 +2.8% $680 MILLION +942 THOUSAND BILLION +$660 MILLION +0.07% (+$0.50) NUMBER OF PEOPLE ORDERING FOOD DELIVERY VIA ONLINE PLATFORMS YEAR-ON-YEAR CHANGE IN THE NUMBER OF ONLINE FOOD DELIVERY USERS TOTAL ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF ONLINE FOOD DELIVERY ORDERS AVERAGE ANNUAL VALUE OF ONLINE FOOD DELIVERY ORDERS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: ONLY INCLUDES ORDERS OF PREPARED FOOD THAT ARE MADE VIA ONLINE SERVICES. INCLUDES ONLINE ORDERS THAT ARE COLLECTED AT A RESTAURANT. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. ONLY INCLUDES ORDERS MADE VIA ONLINE SERVICES. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE AND CATEGORY DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF ONLINE MEAL AND TAKEAWAY DELIVERY SERVICES ONLINE MEAL DELIVERY OVERVIEW JAN 2023
  • 93. 93 22.18 -3.2% $2.53 +2.7% $114 MILLION -732 THOUSAND BILLION +$66 MILLION +6.1% (+$6.50) NUMBER OF PEOPLE USING E-HEALTH DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF E-HEALTH USERS TOTAL ANNUAL VALUE OF THE E-HEALTH MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE E-HEALTH MARKET AVERAGE ANNUAL SPEND ON E-HEALTH PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES E-HEALTH DEVICES AND APPS, OVER-THE-COUNTER PHARMACEUTICALS SOLD VIA THE INTERNET, AND ONLINE DOCTOR CONSULTATIONS. DOES NOT INCLUDE DIGITAL FITNESS DEVICES AND SERVICES, SMART CLOTHING, SMART SHOES, OR SMART EYEWEAR; APPS FOR TRACKING SLEEP OR TRACKING HEALTH; MOOD IMPROVEMENT APPS; OR APPS TO MANAGE ADDICTION, DEPRESSION, EATING DISORDERS, OR SCHIZOPHRENIA. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED HEALTHCARE DEVICES AND SERVICES E-HEALTH OVERVIEW JAN 2023
  • 94. 94 15.03 +2.8% $1.27 +1.1% $84.26 MILLION +415 THOUSAND BILLION +$14 MILLION -1.6% (-$1.38) NUMBER OF PEOPLE USING DIGITAL FITNESS & WELL- BEING DEVICES AND SERVICES YEAR-ON-YEAR CHANGE IN THE NUMBER OF DIGITAL FITNESS & WELL-BEING USERS TOTAL ANNUAL VALUE OF THE DIGITAL FITNESS & WELL- BEING MARKET (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL FITNESS & WELL-BEING MARKET AVERAGE ANNUAL SPEND ON DIGITAL FITNESS & WELL- BEING PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: INCLUDES SMARTWATCHES, FITNESS AND ACTIVITY TRACKING WRIST-WEAR, SMART SCALES, FITNESS APPS THAT TRACK ACHIEVEMENTS, NUTRITION APPS (E.G. CALORIE COUNTING), AND MEDITATION AND MINDFULNESS APPS. DOES NOT INCLUDE SMART CLOTHING, SMART SHOES, SMART EYEWEAR, HEALTH TRACKING APPS, PARAMETER-SPECIFIC BIOSENSORS (E.G. BLOOD GLUCOSE MONITORS), OR APPS THAT FOCUS ON SPECIFIC DISEASES. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS TO EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE; “BPS” VALUES SHOW ABSOLUTE CHANGE. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF DIGITAL FITNESS & WELL-BEING DEVICES AND SERVICES DIGITAL FITNESS & WELL-BEING OVERVIEW JAN 2023
  • 95. 95 39.64 +3.5% $194.6 +2.5% $4,908 MILLION +1.3 MILLION BILLION +$4.8 BILLION -0.9% (-$47.00) NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS YEAR-ON-YEAR CHANGE IN THE NUMBER OF PEOPLE MAKING DIGITAL PAYMENTS TOTAL ANNUAL VALUE OF DIGITAL PAYMENT TRANSACTIONS (USD, 2022) YEAR-ON-YEAR CHANGE IN THE VALUE OF DIGITAL PAYMENT TRANSACTIONS AVERAGE ANNUAL VALUE OF DIGITAL PAYMENTS PER USER (USD, 2022) SOURCE: STATISTA DIGITAL MARKET OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: “DIGITAL PAYMENTS” INCLUDE MOBILE P.O.S. PAYMENTS (E.G. PAYMENTS VIA APPLE PAY OR SAMSUNG PAY), B2C DIGITAL COMMERCE, AND B2C DIGITAL REMITTANCES. VALUES DO NOT INCLUDE B2B TRANSACTIONS. FIGURES REPRESENT ESTIMATES FOR FULL-YEAR FOR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH HEADLINES FOR THE ADOPTION AND USE OF DIGITALLY ENABLED PAYMENT SERVICES BY END CONSUMERS OVERVIEW OF CONSUMER DIGITAL PAYMENTS JAN 2023
  • 97. 97 36.2% 34.0% 29.8% 23.6% 21.6% 21.6% 18.1% 15.2% 15.1% 14.7% 13.9% 12.8% 12.1% 12.0% 11.5% SEARCH ENGINES ADS ON TV WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS OR FAMILY CONSUMER REVIEW SITES PRODUCT COMPARISON WEBSITES TV SHOWS OR FILMS ADS IN MOBILE OR TABLET APPS IN-STORE DISPLAYS OR PROMOTIONS POSTS OR REVIEWS FROM EXPERT BLOGGERS ADS ON SOCIAL MEDIA ADS ON WEBSITES BRAND OR PRODUCT WEBSITES PRODUCT SAMPLES OR TRIALS ONLINE RETAIL WEBSITES RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM SOURCES OF BRAND DISCOVERY JAN 2023
  • 98. 98 61.9% 45.2% 14.5% 7.4% 12.0% +1.8% (+110 BPS) +0.9% (+40 BPS) +9.8% (+130 BPS) -24.5% (-240 BPS) -9.1% (-120 BPS) RESEARCH BRANDS ONLINE BEFORE MAKING A PURCHASE VISITED A BRAND’S WEBSITE IN THE PAST 30 DAYS CLICKED OR TAPPED ON A BANNER AD ON A WEBSITE IN THE PAST 30 DAYS CLICKED OR TAPPED ON A SPONSORED SOCIAL MEDIA POST IN THE PAST 30 DAYS DOWNLOADED OR USED A BRANDED MOBILE APP IN THE PAST 30 DAYS YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY ENGAGE IN EACH KIND OF ONLINE ACTIVITY ENGAGEMENT WITH DIGITAL MARKETING JAN 2023
  • 99. 99 51.9% 32.9% 28.9% 24.6% 24.3% 22.2% 21.2% 16.9% 15.4% 12.3% 10.0% 9.0% 7.6% 4.6% 4.2% SEARCH ENGINES PRICE COMPARISON SITES CONSUMER REVIEWS MOBILE APPS PRODUCT OR BRAND SITES BRAND BLOGS SOCIAL NETWORKS DISCOUNT COUPON SITES VIDEO SITES Q&A SITES (E.G. QUORA) SPECIALIST REVIEW SITES VLOGS FORUMS OR MESSAGE BOARDS MESSAGING SERVICES MICRO-BLOGS SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE OF INFORMATION WHEN RESEARCHING BRANDS MAIN CHANNELS FOR ONLINE BRAND RESEARCH JAN 2023
  • 100. 100 $13.72 +5.5% $9.22 +11.3% 67.2% BILLION +$720 MILLION BILLION +$932 MILLION +5.4% (+345 BPS) TOTAL AD SPEND (INCLUDING ONLINE AND OFFLINE CHANNELS) YEAR-ON-YEAR CHANGE IN TOTAL AD SPEND (ALL CHANNELS) DIGITAL AD SPEND (INCLUDING SEARCH AND SOCIAL MEDIA) YEAR-ON-YEAR CHANGE IN DIGITAL AD SPEND DIGITAL AD SPEND AS A PERCENTAGE OF TOTAL AD SPEND SOURCE: STATISTA MARKET OUTLOOKS. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). COMPARABILITY: BASE AND DEFINITION CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. ADVISORY: THE DEFINITION OF “DIGITAL ADVERTISING” USED ON THIS CHART INCLUDES A BROADER VARIETY OF CHANNELS AND ACTIVITIES THAN THE DEFINITION USED ON SOME OTHER CHARTS IN THIS REPORT, SO VALUES MAY NOT CORRELATE ACROSS CHARTS. KOREA SOUTH TOTAL AD SPEND ACROSS ALL CHANNELS, WITH DETAIL FOR DIGITAL AD SPEND (U.S. DOLLARS, FULL-YEAR 2022) ADVERTISING SPEND: TOTAL vs. DIGITAL JAN 2023
  • 101. 101 $316.8 $176.9 50.3% 30.8% 84.1% MILLION MILLION -3.7% (-$12 MILLION) +8.9% (+$14 MILLION) +3.6% (+173 BPS) +9.8% (+275 BPS) +3.2% (+261 BPS) $9.22 $3.92 $2.35 $1.82 $309.6 BILLION BILLION BILLION BILLION MILLION +11.3% (+$932 MILLION) +14.2% (+$486 MILLION) +12.1% (+$253 MILLION) +6.1% (+$105 MILLION) +16.0% (+$43 MILLION) ANNUAL SPEND ON ONLINE CLASSIFIEDS ANNUAL SPEND ON DIGITAL AUDIO ADS SHARE OF TOTAL DIGITAL AD SPEND: MOBILE DEVICES* SHARE OF TOTAL DIGITAL AD SPEND: SOCIAL MEDIA SHARE OF TOTAL DIGITAL AD SPEND: PROGRAMMATIC TOTAL ANNUAL SPEND ON DIGITAL ADS (ALL TYPES) ANNUAL SPEND ON ONLINE SEARCH ADS ANNUAL SPEND ON DIGITAL VIDEO ADS ANNUAL SPEND ON DIGITAL BANNER ADS ANNUAL SPEND ON ONLINE INFLUENCER ACTIVITIES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR SPEND IN 2022 IN U.S. DOLLARS, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. PERCENTAGES MAY NOT CORRELATE WITH ABSOLUTE FIGURES DUE TO ROUNDING IN THE SOURCE DATA. *ADVISORY: REVENUE FIGURE FOR DIGITAL AD SPEND ATTRIBUTABLE TO MOBILE DEVICES IS BASED ON MOBILE’S SHARE OF SPEND ACROSS A SUBSET OF DIGITAL ADVERTISING ACTIVITIES, AS REPORTED IN STATISTA’S DIGITAL MARKET OUTLOOK. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH ANNUAL SPEND ON DIGITAL ADVERTISING BY FORMAT (U.S. DOLLARS, FULL-YEAR 2022) DIGITAL ADVERTISING SPEND JAN 2023
  • 102. 102 $7.75 +14.8% 84.1% +3.2% BILLION +$1,000 MILLION +261 BPS ANNUAL SPEND ON PROGRAMMATIC ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN PROGRAMMATIC ADVERTISING SPEND (USD) PROGRAMMATIC’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN PROGRAMMATIC’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON PROGRAMMATIC ADVERTISING AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET PROGRAMMATIC ADVERTISING OVERVIEW JAN 2023
  • 103. 103 $3.92 +14.2% 42.5% +2.6% BILLION +$486 MILLION +108 BPS ANNUAL SPEND ON ONLINE SEARCH ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN ONLINE SEARCH ADVERTISING SPEND ONLINE SEARCH’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN ONLINE SEARCH’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON ONLINE SEARCH ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET SEARCH ADVERTISING OVERVIEW JAN 2023
  • 104. 104 $2.84 +22.2% 30.8% +9.8% BILLION +$515 MILLION +275 BPS ANNUAL SPEND ON SOCIAL MEDIA ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA ADVERTISING SPEND SOCIAL MEDIA’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND YEAR-ON-YEAR CHANGE IN SOCIAL MEDIA’S SHARE OF TOTAL DIGITAL ADVERTISING SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON SOCIAL MEDIA ADVERTISING (IN U.S. DOLLARS) AND ITS SHARE OF THE DIGITAL ADVERTISING MARKET SOCIAL MEDIA ADVERTISING OVERVIEW JAN 2023
  • 105. 105 $309.6 +16.0% 3.4% +4.2% MILLION +$43 MILLION +14 BPS ANNUAL SPEND ON INFLUENCER ADVERTISING (USD) YEAR-ON-YEAR CHANGE IN INFLUENCER ADVERTISING SPEND INFLUENCER ADVERTISING’S SHARE OF TOTAL DIGITAL AD SPEND YEAR-ON-YEAR CHANGE IN INFLUENCER ADVERTISING’S SHARE OF TOTAL DIGITAL AD SPEND SOURCE: STATISTA ADVERTISING & MEDIA OUTLOOK. SEE STATISTA.COM FOR MORE DETAILS. NOTES: FIGURES REPRESENT ESTIMATES FOR FULL-YEAR 2022, AND COMPARISONS WITH EQUIVALENT VALUES FOR THE PREVIOUS CALENDAR YEAR. FINANCIAL VALUES ARE IN U.S. DOLLARS. FIGURES REPRESENT THE MONETARY VALUE PAID DIRECTLY TO INFLUENCERS OR THEIR AGENTS, AND DO NOT INCLUDE THE VALUE OF PRODUCT GIVEAWAYS, MEDIA SPEND TO “BOOST” POSTS, OR AFFILIATE COMMISSIONS. PERCENTAGE CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). “BPS” VALUES REPRESENT BASIS POINTS, AND INDICATE ABSOLUTE CHANGE. COMPARABILITY: BASE CHANGES. FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS. KOREA SOUTH SPEND ON INFLUENCER ADVERTISING ACTIVITIES (IN U.S. DOLLARS) AND THEIR SHARE OF THE DIGITAL ADVERTISING MARKET INFLUENCER ADVERTISING OVERVIEW JAN 2023
  • 106. 106 4.6% 20.4% 19.7% 16.9% -6.1% (-30 BPS) -1.9% (-40 BPS) +1.5% (+30 BPS) +3.0% (+50 BPS) FEEL REPRESENTED IN THE ADVERTISING THAT THEY SEE OR HEAR USE AN AD BLOCKER FOR AT LEAST SOME ONLINE ACTIVITIES DECLINE COOKIES AT LEAST SOME OF THE TIME USE A VIRTUAL PRIVATE NETWORK (VPN) FOR AT LEAST SOME ONLINE ACTIVITIES YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE SOURCE: GWI (Q3 2022). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GWI.COM FOR FULL DETAILS. KOREA SOUTH HOW INTERNET USERS AGED 16 TO 64 FEEL ABOUT ADS, AND THE STEPS THEY TAKE TO AVOID ADVERTISING AND AD TRACKING ATTITUDES: ADS AND AD TRACKING JAN 2023
  • 108. DATAREPORTAL.COM/LIBRARY FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:
  • 109. CLICK THE LINKS BELOW TO READ OUR FULL SUITE OF GLOBAL DIGITAL REPORTS GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NEPAL ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NETHERLANDS ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW CALEDONIA ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NEW ZEALAND ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NICARAGUA ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGER SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIGERIA SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND NORTH MACEDONIA NIUE SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MADAGASCAR NORFOLK IS. SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAWI NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALAYSIA NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALDIVES OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALI PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MALTA PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARSHALL IS. PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MARTINIQUE PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITANIA PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAURITIUS PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MAYOTTE PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MEXICO PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MICRONESIA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MOLDOVA POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONACO PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONGOLIA PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTENEGRO QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MONTSERRAT RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOROCCO ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MOZAMBIQUE RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS MYANMAR RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAMIBIA ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NAURU ST. HELENA TAIWAN ZIMBABWE
  • 110. With over 1,100 people in 18 offices around the world, we deliver a global perspective to our clients in a time when social media is shaping culture. We make ideas worth talking about. We understand social behaviours within online communities, cultures and subcultures, spanning the social and gaming landscape. We work with the world’s biggest brands, including adidas, Samsung, Netflix and Google, to reach the right people in a strategic, relevant and effective way. We Are Social is part of Plus Company. WE ARE A GLOBAL SOCIALLY-LED CREATIVE AGENCY, WITH UNRIVALED SOCIAL MEDIA EXPERTISE FIND OUT MORE ON wearesocial.com > STRATEGY WEB3 CULTURAL INSIGHT GAMING INTEGRATED CREATIVE SPORTS MARKETING PRODUCTION SOCIAL COMMERCE INFLUENCER MARKETING PAID MEDIA
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  • 121. We’re PPRO. We provide the infrastructure that makes it possible for business and banks to deploy and evolve their digital payment services. Meet the digital infrastructure behind every payment disruptor Search “PPRO” Digital payment methods Acquiring as a service Risk management Funds flow management Digital payments infrastructure
  • 122. Prior to our Digital 2021 reports, we included data sourced from social media platforms’ self-service advertising tools in our calculations of internet user numbers, but we no longer include this data in our internet user figures. This is because the user numbers reported by social media platforms are typically based on active user accounts, and may not represent unique individuals. For example, one person may maintain more than one active presence (account) on the same social media platform. Similarly, some accounts may represent ‘non-human’ entities, including: pets and animals; historical figures; businesses, causes, groups, and organisations; places of interest; etc. As a result, the figures we report for social media users may exceed internet user numbers. However, while this may seem counter-intuitive or surprising, such instances do not represent errors in the data or in our reporting. Rather, these differences may indicate delays in the reporting of internet user numbers, or they may indicate higher instances of individuals managing multiple social media accounts, or ‘non-human’ social media accounts. If you have any questions about specific data points in these reports, or if you’d like to offer your organisation’s data for consideration in future reports, please email our reports team: [email protected]. footnotes of each relevant chart, but please use caution when comparing data from different reports, because changes to research samples, base data, research methodologies, and approaches to reporting may mean that values are not comparable. Furthermore, due to the differing data collection and treatment methodologies, and the different periods during which data have been collected, there may be significant differences in the reported metrics for similar data points throughout this report. For example, data from surveys often varies over time, even if that data has been collected by the same organisation using the same approach in each wave of their research. In particular, reports of internet user numbers vary considerably between different sources and over time. In part, this is because there are significant challenges associated with collecting, analysing, and publishing internet user data on a regular basis, not least because research into public internet use necessitates the use of face-to-face surveys. Different organisations may also adopt different approaches to sampling the population for research into internet use, and variations in areas such as the age range of the survey population, or the balance between urban and rural respondents, may play an important role in determining eventual findings. Note that COVID-19 has limited internet user research. Note: This page is a summary of our comprehensive notes on data variance, potential mismatches, and curiosities, which you can read in full at https://datareportal.com/notes-on-data. This report features data from a wide variety of different sources, including market research agencies, internet and social media companies, governments, public bodies, news media, and private individuals, as well as extrapolations and analysis of that data. Wherever possible, we’ve prioritised data sources that provide broader geographical coverage, in order to minimise potential variations between data points, and to offer more reliable comparison across countries. However, where we believe that standalone metrics provide a more reliable reference, we use such standalone numbers to ensure more accurate reporting. Please note that some data points may only be available for a limited selection of countries, so we may not be able to report the same data in all reports. From time to time, we may also change the source(s) that we use to inform specific data points. As a result, some figures may appear to change in unexpected ways from one report to another. Wherever we’re aware of these changes, we include details in the NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
  • 123. any of their partners, affiliates, suppliers, group companies, employees or agents shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report endorsed by or associated with such third parties. This report is subject to change without notice. To ensure that you have the most up- to-date version of this report, please visit our reports website at https://datareportal.com/. limitation, warranties of merchantability or fitness for any particular purpose. This report contains data, tables, figures, maps, flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of Kepios, We Are Social or any of the featured brands, nor any of those organisations’ partners, affiliates, suppliers, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. This report is provided with the understanding that it does not constitute professional advice or services of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither Kepios, nor We Are Social, nor any of the brands or organisations featured or cited herein, nor This report has been compiled by Kepios Pte. Ltd. (“Kepios”) on behalf of We Are Social Ltd. (“We Are Social”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While Kepios and We Are Social strive to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to-date, neither Kepios, nor We Are Social, nor any of those organisations’ partners, suppliers, affiliates, employees, or agents shall be responsible for any errors or omissions contained in this report, or for the results obtained from its use. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non-infringement of third- party rights and without warranty of any kind, express or implied, including without DISCLAIMER AND IMPORTANT NOTES