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

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
we are social

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
we are social