This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in South Korea. You can find more of these Asia reports at http://wearesocial.sg
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We Are Social's Guide to Social, Digital, and Mobile in South Korea, Dec 2011
1. SOCIAL, DIGITAL
AND MOBILE IN
SOUTH KOREA
we are social
DECEMBER 2011
2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
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3. SOUTH KOREA
48,219,000 82% 18%
TOTAL POPULATION URBAN RURAL
39,440,000 82 %
INTERNET USERS INTERNET PENETRATION
25,000,000 52 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
52,600,000 100+ %
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
4. 94%
OF SOUTH KOREAN HOUSEHOLDS HAVE
ACCESS TO BROADBAND INTERNET ACCESS
we are social SOURCE: KISDI RESEARCH, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOK 2011
5. SOUTH KOREA HAS THE FASTEST AVERAGE
INTERNET CONNECTION SPEED IN THE WORLD:
13.8 MBPS
we are social SOURCE: AKAMAI
6. SOUTH KOREA’S GOVERNMENT BELIEVES
2,000,000
PEOPLE IN THE COUNTRY ARE
ADDICTED TO THE INTERNET
we are social SOURCE: THE GUARDIAN, AS QUOTED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
7. SOCIAL NETWORK USER NUMBERS IN SOUTH KOREA:
CYWORLD FACEBOOK TWITTER
24.7M 17.6M 3.3M
we are social SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER
8. VISITORS TO SOCIAL NETWORK SITES
IN SOUTH KOREA IN OCTOBER 2011:
FACEBOOK VS CYWORLD
16.3 M 15. 9M
we are social SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER
9. FACEBOOK DEMOGRAPHICS IN SOUTH KOREA
65+:
55-64: 1%
2%
45-54: 13-17:
7% 9%
35--44:
16% 18-24: MALE: FEMALE:
31% 56% 44%
25-34:
34%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
10. TOP FACEBOOK PAGES IN SOUTH KOREA
# BRAND PAGE LIKES GROWTH
1 KIA MOTORS 912,189 1.54%
2 HYUNDAI WORLDWIDE 886,458 51.61%
3 (SAMSUNG) 243,104 5.68%
4 OLLEH (KT ) 98,651 14.38%
5 (SAMSUNG TOMORROW) 90,881 6.02%
6 BMW KOREA 61,922 5.26%
7 SKTWORLD 58,279 19.21%
8 INTEL KOREA 51,598 0.00%
9 KOREA COSMETICS 45,488 18.68%
10 NIKESTORE ( ) 42,478 0.00%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
11. AVERAGE SOUTH KOREAN TWITTER USER STATS:
NUMBER OF NUMBER NUMBER OF PEAK TIME
FOLLOWERS FOLLOWING TWEETS FOR TWEETING
126 119 453 23H – 0H
we are social SOURCE: ASIA DIGITAL MAP
12. 85%
OF SOUTH KOREAN WEB USERS
VISIT BLOGS EACH MONTH
we are social SOURCE: COMSCORE
13. 49%
OF SOUTH KOREAN WEB USERS HAVE
STREAMED A WHOLE MOVIE ONLINE
we are social SOURCE: KCC / KISA, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
14. 10%
OF SOUTH KOREA’S WEB USERS
TRADE STOCKS ONLINE ONCE A WEEK
we are social SOURCE: KCC / KISA, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
15. 90%
OF KOREAN SMARTPHONE OWNERS USE
THE KAKAOTALK INSTANT MESSAGING APP
we are social SOURCE: ASIA DIGITAL MAP
16. AVERAGE SOUTH KOREAN AVERAGE GLOBAL
SMARTPHONE USER’S SMARTPHONE USER’S
MONTHLY DATA USAGE: VS MONTHLY DATA USAGE:
271 MB 85 MB
we are social SOURCE: INFORMA, AS CITED IN MOBITHINKING
17. 60%
OF SOUTH KOREAN SMARTPHONES USE
THE ANDROID OPERATING SYSTEM
we are social SOURCE: SMU SOCIAL MEDIA WIKI
18. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social
19. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
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