South Korea’s Social Media Trends in 2020
Have you heard about the latest findings from the Korea Media Panel Survey? They’ve been conducting surveys annually from 2010 to 2020, and the data they’ve released is pretty fascinating. It turns out that social media has become an integral part of Korean people’s lives today, and some might even say it’s become a necessary part too.
You won’t believe just how many social media users there are in South Korea. It’s off the charts! In fact, South Korea boasts the third highest penetration rate in the world, right after the UAE and Taiwan. Can you imagine? A whopping 87% of people in South Korea are using social media in 2020. It’s incredibly popular over there.
Now, when we talk about social media in South Korea, we can’t ignore the global favorites like Facebook and Instagram. But what’s really interesting is that there are some fantastic homegrown apps that Koreans love to use. Have you heard of KaKaoTalk and BAND? They’re created by Naver, which happens to be South Korea’s most popular search engine. These apps have made quite a name for themselves among Korean social media users.
What’s driving this social media frenzy in South Korea? It could be the obsession with sharing photos of their latest luxury wallet, or maybe it’s the fact that South Korea boasts the fastest internet speed in the world. Whatever the reason, one thing’s for sure: Koreans are absolutely hooked on social media.
But here’s the really exciting part. Things have changed so much in the social media landscape over the past 10 years. We’ll take you on a journey to explore what’s different this year compared to a decade ago. So, keep reading to discover the exciting transformations that have taken place in the world of social media.
In 2020, 4,260 households and 10,302 individuals participated in the Korea Media Panel Survey. The study specifically targets media device ownership, service subscription and expenditure and media usage.
1. Changes in Household Media Equipment Ownership
Can you believe how ingrained television has become in our lives? It’s been around for decades, and for most Koreans, it’s been a fixture in their homes since they were born. We mean, can you even picture a living room without a TV?
Here’s something mind-blowing: in 2020, the digital TV ownership rate in South Korea was a staggering 95.5%. That’s a 5.1% increase from the previous year alone. And get this, back in 2010, only 49.1% of people owned a TV. So you can see how television has continued to be a massive part of Koreans’ daily lives. It’s a medium they can rely on.
But it’s not just TVs that have seen growth. The number of people owning laptop computers has increased by 2.3% year-on-year, reaching a rate of 33.3%. And check this out, Tablet PC ownership has skyrocketed by 6.3% year-on-year, hitting an impressive 20.6%. It’s an upward trend that shows no signs of slowing down.
A perfect example of this widespread use, or rather necessity, of laptop computers can be demonstrated in a college campus lecture room. Today, it is not uncommon to see that the majority of the class is taking notes on a laptop as opposed to a pen and paper, which was likely the norm in 2011.
2. Personal Cellular Phone
Can you believe that in 2020, 97% of people aged 6 and older owned their own mobile phone? It’s become an essential part of our lives, no matter our age. And get this, since 2011, the rate of personal mobile phone ownership has been steadily increasing. It’s clear that mobile phones have taken over the world!
Now, picture this: have you ever seen a toddler using a smartphone? It’s mind-blowing! Those little fingers move across the touchscreen with such ease, sometimes even faster than us adults. It just goes to show how quickly we’re advancing when it comes to the smartphones we use.
Let’s talk about the types of mobile phones people have. The proportion of smartphones among all mobile phones has been steadily increasing. In 2020, smartphones, including 5G smartphones, LTE-A smartphones, LTE smartphones, and 3G smartphones, accounted for the majority ownership at a whopping 93.8%. We’re living in the smartphone era, that’s for sure.
When it comes to the most popular smartphone brands in South Korea, it’s a fierce competition between Apple’s iPhone and Samsung’s Android. These two giants dominate the market and are widely used by the majority of people. It’s incredible how these brands have become synonymous with the world of smartphones.
So, whether it’s a toddler navigating a touchscreen or adults glued to their beloved smartphones, it’s undeniable that these devices have become an integral part of their lives.
3. Use of Social network service (SNS)
Fact: over half of the participants surveyed or 52.4%, were using social network services. And here’s the exciting part: this trend has been steadily rising since 2011 when it was only 16.8%. It seems like everyone, from moms and dads to grandparents, is jumping on the social media bandwagon.
Gone are the days when social media was exclusively for the “younger generation” in the early 2010s. It’s become a place for people of all ages. The inclusivity factor has opened the doors for adults and even the elderly to spend more time on social media. It’s a digital revolution that’s bringing people from all walks of life together.
When it comes to the most frequently used social network service, Facebook takes the crown with a usage rate of 23.7%. However, interestingly, its popularity has been decreasing since 2017. But don’t worry, there are other platforms making their mark.
YouTube and Instagram have seen a significant increase in usage, capturing the attention of 22.4% and 22.3% of users, respectively. These platforms have become go-to destinations for sharing and consuming content. On the other hand, KaKao Story and Naver Band have experienced a decrease in usage with rates of 16.6% and 7.9%, respectively.
4. Telecommunication Broadcasting Services
In 2020, the landline phone subscription rate was 29.7%. It’s a significant decrease from 2011 when it was as high as 59.4%. It seems like traditional landline phones are slowly fading away from our lives, falling below the 30% mark.
But it’s not just landlines that are losing their popularity. Even internet phone subscriptions have been on a gradual decline since 2011 when they were at 24.9%. In 2020, they reached a mere 8.3%. It’s clear that the trend of relying on landline phone services is continuing its downward spiral.
Why is this happening, you ask? Well, it’s all about preference and convenience. More and more people are opting for portable cellular phones that they can take with them wherever they go. The idea of being tied down to a landline or internet phone line just seems outdated and insignificant to many. They want the freedom to communicate on the go!
In Summary
In 2020, digital TVs, notebooks, and tablet PCs among household media devices increased, while desktop PCs decreased significantly. The number of people who own a personal mobile phone is still on the rise, of which smartphones account for 93.8%.
The SNS usage rate was 52.4% in 2020, indicating that more than one in two Koreans use at least some kind of social network service.
While the usage rates of Facebook and KaKao Story, which had the highest usage rates so far, are on a decreasing trend, the usage rates of YouTube and Instagram have continued to increase significantly since the launch of the service.
The rate of home phone (or landline) subscriptions, including Internet telephone has been on a decline. In 2020, paid TV subscription services, not only IPTV but also cable TV and satellite broadcasts, have increased.
Looking at the average daily usage time by major media, the average daily usage time of all media (except for paper media) compared to the previous year, increased.
We are moving towards an even more digital world than today. Social media has become a huge component in staying connected with each other, especially in this “untact” era.
South Korea is a perfect case study of how effectively that social media can sway a whole population (and beyond, globally!). To know more about social media trends in Korea, check the AJ Marketing Blog.
Read Next:
Business Outlook Survey in South Korea for 2021
Korean Game Trends in Global Markets in 2020
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