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KOREA’S
SOCIAL MEDIA LANDSCAPE

2012 - 2014

SOCIAL NETWORK USER

Source. ‘ K/ SDI STA T Report 20 1 5. 3. 25

2014

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Social Media Use in South Korea 2015

Social Media in South Korea 2015

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Social Media Use in South Korea 2015

  1. 1. KOREA’S SOCIAL MEDIA LANDSCAPE 2012 - 2014 SOCIAL NETWORK USER Source. ‘ K/ SDI STA T Report 20 1 5. 3. 25 2014 The percentage of social media users 2012 reached 39.9%. The percentage of social media users reached 23.5%. GENDER COMPARISON The gender gap between social media usage continuously expanded. Number of male users actively increasing in comparison to female users. 41.6% 2014 38.2% 23.4% 2012 23-6% Source: K/ SDI STAT Report 2015. 3. 25 THE AVERAGE AGE OF SOCIAL MEDIA USERS The average age of social media users increased significantly; social media is popularized amongst people from age 10s to 40s. 74'4% 43.7% 61.0% 61.0% 35.5% 16.9% 20s 30s 405 Source: K/ SDI STAT Report 20153.25 53.9% 10s FIVE MOST POPULAR PLATFORMS There is a clear distinction amongst different age groups’ preference in social media. Users in their 10s and 20s prefer ‘open type’ social media’ like Facebook, whereas users in their 40s and 50s prefer ‘closed type’ social media such as Kakao Story and Naver Band. 2012 2014 Kakao Story Kakao Story 31.5% 46.4% increased increased Facebook Facebook 28.0% 28.4% | n(; |'ea5ad increased Twitter 19.4% 12.4% increased ""C'e359d N aver Ba nd 17.0% 5.4% increased increased 0 9 4.0 A increased (ywonm increased Source: K/ SDI STAT Report 20153.25 4 g 2 ° 592 3 s E DIGITAL VIDEO VIEWER PENETRATION IN SELECT COUNTRIES WORLDWIDE South Korea is the country with the highest digital video viewer penetration in the world. 95.9% of Korean lnternet users watch videos at least once a week. (% of internet users) SOUTH KOREA 95.9% SPAIN 92.0% ITALY 91.0% 2;f‘”_’‘. « MEXICO 90.1% CHINA 89.5% CANADA 84.8% O Q . ARGENTINA 84.4% Q INDIA 84.1% UK 79.9% US 78.4% AUSTRALIA 77.4% O O . BRAZIL 77.3% ‘g: C O O FRANCE 75.1% JAPAN 73.6% Note: ages 16-65 who access the Internet at least once a week; ‘every day, ‘ ‘at least once a week’ or ‘less than once per weel<’on any connected device GERMANY 71-0% Source: TNS, ‘Connected Life, ’July 30, 2014 AVERAGE MOBILE DATA TRAFFIC IN 2014 (Cellulartraffic, 1 Person/ Month) (Megabytes) AVERAGE ‘ 431 11,035 INDONESIA ‘388 CHINA -187 | ND| A I 149 Majority of the consumers watch digital videos via mobile devices. Source: Cisco VNI Global Mobile Data In 2014, 59% of K0re3I5 Traffic Forecast 2073 total mobile data traffic was digital video. Edelman

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