Advertise in Korea

South Korea has an internet penetration of 85.7% so based on their total population of 50,503,933 people 43,274,132 are online, leaving 7,229,801 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in Korea 2017-08-31T19:46:26+00:00

South Korea’s internet advertising sector is a $3,627. 3M industry, segmented as follows:

Display Advertising

amounts to $917.9M (25.3% of the total) and will grow by an annual CAGR of

10.71%

Video Advertising

amounts to $178.9M (4.9% of the total) and will grow by an annual CAGR of

19.41%

Search Advertising

amounts to $1,830.7M (50.47% of the total) and will grow by an annual CAGR of

6.34%

Social Media Advertising

amounts to $220.2M (6% of the total) and will grow by an annual CAGR of

14.42%

76% of the population (38,382,989) are on social media, they spend an average of 1.1 hours per day on social platforms, 76% of them use their mobile devices to access social platforms which makes sense because 82% of the population has a mobile phone.

Classifieds Advertising

amounts to $479.7M (13.22% of the total) and will grow by an annual CAGR of

4.26%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$1539.5M

South Korea’s annual growth:

+0%

internet users

N/A

active social media users

+3%

mobile subscriptions

N/A

active mobile social users

Digital Device Ownership

98%

mobile phone

83%

smart phone

68%

PC

15%

tablet

5%

TV Streaming Device

N/A

Handheld Gaming Console

1%

E-Reader Device

2%

Wearable Tech Device

Time Spent with Media

3h 04m

Average daily use of the internet (PC/Tablet)

1h 56m

Average daily use of the internet (Mobile)

1h 06m

Average daily use of social media (any device)

2h 04m

Average daily use of television

Frequency of Internet Use

97%

Every day

3%

Once per week

<1%

Once per month

<1%

Less than once per month

Share of web traffic by device

73%

PC

26%

Mobile

1%

Tablet

N/A

Other devices

Top Active Social Platforms

41%

Kakaotalk

27%

Facebook

17%

KaKaoStory

12%

Facebook Messenger

10%

Twitter

10%

Line

7%

Instagram

6%

Google+

4%

Twitch

3%

Tumblr

Mobile Activities

47%

Mobile Messengers

51%

Watching videos

45%

Playing games

43%

Banking

53%

Maps

E-Commerce By Device (past 30 days)

72%

Purchased a product or service online

78%

Searched online for a product of service

46%

Visited an online retail store

68%

Made an online purchase via PC

43%

Made an online purchase via Mobile

South Korea is one of the countries which has higher total internet advertising growth and higher mobile internet penetration.

These countries usually have strong economies with established Internet advertising sectors. Extensive telecoms infrastructure prompted early consumer adoption of both fixed broadband and mobile internet access. Most fixed broadband markets are not yet saturated, leaving room for further wired internet advertising revenue growth as connectivity increases. Stable macroeconomic forecasts will continue to boost internet advertising expenditure in the future.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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