we are social's guide to social, digital, and mobile in south korea, dec 2011

SOUTH KOREA�SOCIAL, DIGITAL�AND MOBILE IN�

DECEMBER 2011 �we are social�

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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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SOUTH KOREA�

25,000,000 �

52,600,000 �MOBILE SUBSCRIBERS�

39,440,000 �INTERNET USERS�

48,219,000 �TOTAL POPULATION�

INTERNET PENETRATION�

MOBILE PENETRATION�

82 %�

52 %�

USERS ON TOP SOCIAL NETWORK� SOCIAL NETWORK PENETRATION�

100+ %�

URBAN�

82%� 18%�

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �

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94%�OF SOUTH KOREAN HOUSEHOLDS HAVE �

ACCESS TO BROADBAND INTERNET ACCESS �

SOURCE: KISDI RESEARCH, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOK 2011 �

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13.8 MBPS�SOUTH KOREA HAS THE FASTEST AVERAGE �

INTERNET CONNECTION SPEED IN THE WORLD:�

SOURCE: AKAMAI�

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2,000,000 �PEOPLE IN THE COUNTRY ARE �ADDICTED TO THE INTERNET�

SOUTH KOREA’S GOVERNMENT BELIEVES�

SOURCE: THE GUARDIAN, AS QUOTED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

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SOCIAL NETWORK USER NUMBERS IN SOUTH KOREA:�

SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER �

FACEBOOK�CYWORLD �

17.6M �24.7M �TWITTER �

3.3M �

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VISITORS TO SOCIAL NETWORK SITES �IN SOUTH KOREA IN OCTOBER 2011: �

SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER �

CYWORLD �FACEBOOK�

15. 9M �16.3 M �VS�

we are social� SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �

FACEBOOK DEMOGRAPHICS IN SOUTH KOREA�

MALE:�56%�

FEMALE:�44%�

18-24:�31%�

13-17:�9%�

35--44:�16%�

45-54:�7%�

55-64:�2%�

65+:�1%�

25-34:�34%�

SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �we are social�

# � 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%�

TOP FACEBOOK PAGES IN SOUTH KOREA�

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AVERAGE SOUTH KOREAN TWITTER USER STATS:�

SOURCE: ASIA DIGITAL MAP �

NUMBER FOLLOWING �

NUMBER OF FOLLOWERS �

119 �126 �

NUMBER OF TWEETS�

453 �

PEAK TIME �FOR TWEETING �

23H – 0H �

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85%�OF SOUTH KOREAN WEB USERS �

VISIT BLOGS EACH MONTH �

SOURCE: COMSCORE �

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49%�OF SOUTH KOREAN WEB USERS HAVE �STREAMED A WHOLE MOVIE ONLINE �

SOURCE: KCC / KISA, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

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10%�OF SOUTH KOREA’S WEB USERS�

TRADE STOCKS ONLINE ONCE A WEEK�

SOURCE: KCC / KISA, AS CITED IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

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90%�OF KOREAN SMARTPHONE OWNERS USE �

THE KAKAOTALK INSTANT MESSAGING APP �

SOURCE: ASIA DIGITAL MAP �

we are social� SOURCE: INFORMA, AS CITED IN MOBITHINKING �

VS�

AVERAGE SOUTH KOREAN SMARTPHONE USER’S

MONTHLY DATA USAGE: �

271 MB�

AVERAGE GLOBAL SMARTPHONE USER’S

MONTHLY DATA USAGE: �

85 MB�

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60%�OF SOUTH KOREAN SMARTPHONES USE �

THE ANDROID OPERATING SYSTEM �

SOURCE: SMU SOCIAL MEDIA WIKI�

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MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG �

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SIMON KEMP �MANAGING DIRECTOR �

@ESKIMON�SIMON.KEMP@WEARESOCIAL.SG �

HTTP://WEARESOCIAL.SG �

LAM CAI YU�ACCOUNT EXECUTIVE �@HICAIS�CAIYU.LAM@WEARESOCIAL.SG �HTTP://WEARESOCIAL.SG �