digitalkorea2014 by stone

Digital KoreaSTONE’s Round-up of South Korea’s Internet Landscape

2014

South KoreaCOUNTRY OVERVIEW

48,827,329Total Population

40,080,000Total Internet Users

Statistics Korea - Households Projections for Korea as of 2013Survey on the Internet Usage - Ministry of Science, ICT and Future Planning(MSIP)/Korea Internet & Security Agency(KISA), 2013

Survey on the Internet Usage - Ministry of Science, ICT and Future Planning(MSIP)/Korea Internet & Security Agency(KISA), 2013

of the populationuse the internet

82.1%


Men use the internet moreofen than women

86.2%Male

78%Female


Average time spent on the Internet

14 to 21 hours per week


What are they doing online?

Getting information/data 91.3%

financial transaction41.8%

music, games etc86.4%

Blogging37.1%

e-mail, Instantmessenger etc 85.5%

education/learning 19%

shopping/selling46.3%

online community17.5%

software download/upgrade 12.4%

job search9.2%

File sharing (P2P etc.)7.3%


52.6%

Male

40.6%

Female

Women useonlineshopping/selling morethan Men


Meanwhile, Men use the

internet more for: ‘software

download/upgrades (14.6%)’

or ‘file sharing (8.9%)’

Smart PhonesUSAGE


94.6% internet users use mobile phones

9 out of 10 usesmartphones

MSIP, wired and wireless communication service subscription statistics, 2013

internet subscribers with smartphones34,665,000 users


Where do they use the internet?

Home91.6%

Work/Office36%

Internet Cafe14.8%

School 4.5%

88.7% use Android OS

Korea Internet White Paper - Ministry of Science, ICT and Future Planning(MSIP) /Korea Internet & Security Agency(KISA), 2013

smartphone userson LTE

Korea Internet White Paper - Ministry of Science, ICT and FuturePlanning(MSIP) /Korea Internet & Security Agency(KISA), 2013

58%

Standard speed of anLTE-A (Advanced)service

Up to

Korea Internet White Paper - Ministry of Science, ICT and FuturePlanning(MSIP) /Korea Internet & Security Agency(KISA), 2013

300mbps

InstantMessengers

7/10 said they used InstantMessengers in the last week

82.7% use IMs



82.7% use IMsonce a day forpersonal use

Top Instant Messaging Providers


Kakao has been ableto create its own ecosystem with hit games like Anipang and Dragon Flight. KakaoTalk, Kakao Game and Kakao Story, stands out.

One of the pioneer search engines in South Korea. IT has since expanded its business to other services and have targetted markets on Asia.

Kakao TalkInstant Messenger

IN FOCUS

Global Subscribersof KakaoTalk:

140 MillionUsers

South Korea App Annie Index for Apps, September 2014 - blog.appannie.com

Example of KakaoTalkCharacter Stickers

average time spent on KakaoTalk

62 minutes a day

Lee, Youkyung, Messaging apps show mobile Internet's rise in Asia, The Associated Press- bigstory.ap.org/article/messaging-apps-show-mobile-internets-rise-asia

South Korea App Annie Index for Apps, September 2014 - blog.appannie.com

KakaoTalk is

As of Sept 2014 in theApple iOS and AndroidGoogle Play Store

Top Appby Download& Revenue

#1

Social NetworkingSite


9/10use profile-basedpages like Facebook

Top 3 uses are Microblogs (33.7%),Minihompy (28.6%) and Blog (27%)

Most users are20-year-olds


1 To socialize (79.5%)

2 For my hobbies and leisure (51.3%)

3 To record my daily life (49.6%)

4 To share personal interests (43.6%)

5 To share information or knowledge (35%)

Top 5 Usesof Social Networking Sites


“The 2012 presidential election campaign saw a focusof onliner campaign to mobile SNS channels.”

“... Podcasts, YouTube videos, and mobile messengersbecame crucial for the strategies of the political parties.”


175% increase in Tweets daily90 days before the presidential elections


OnlineShopping


50.4%madea purchaseonline

Among Internet shoppers,

₩ ₩ ₩ ₩

₩ ₩ ₩ ₩


Women use online shoppingmore than men

44.2%Male

57.3%Female

Online shoppers by age group

20s 30s 40s81.% 72.9% 47.4%


Average frequency of purchase for online shoppers


Twice a month

Average amount for each purchase


50,000-60,200W

86.2% respondents agreed but has reduced 2.8% since 2012

Most online shoppers


Still use desktop computers

Rate increased by 19.4% since 2012.

But some

43.2% use mobile phones


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