韩国数字媒体使用情况市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

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BRANDSDigitalmediausageinSouthKoreaCHAPTER

01OverviewAveragedailytimespentonmediaconsumptioninSouthKoreaasofthe3rdquarterof2022,bytypeofmedia(inminutes)AveragedailymediaconsumptioninSouthKoreaQ32022,bytypeofmediaDailyusageinminutes050100150200250300350UsingtheinternetWatchingTV(incl.broadcastandstreaming)Usingsocialmedia32116571Readingpressmedia(incl.onlineandprint)UsingmusicstreamingservicesListeningtobroadcastradio61553232UsinggameconsolesListeningtopodcasts264Description:Asofthethirdquarterof2022,SouthKoreaninternetusersbetweentheagesof16and64yearsstatedinasurveythattheyspentanaverageamountof321minutes(fivehoursand21minutes)perdayusingtheinternet.Thismadeitthemostconsumedtypeofmediaonadailybasis,followedbywatchingtelevisionandusingsocialmedia.ReadmoreNote(s):SouthKorea;Q32022;16-64years;conductedamonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialEssentialmediaforSouthKoreansasofAugust2022,bymediumandagegroupEssentialmediaforSouthKoreans2022,bymediumandagegroupShareofrespondentsPC/laptop

NewspaperTVSmartphoneRadioBookTablet13-19years20-29years30-39years40-49years50-59years60-69years70+years5Description:AccordingtoasurveyconductedinSouthKoreain2022,smartphoneswerethemostessentialmediaforrespondentsbetweentheagesof13and59years.Thoseintheirsixtiesandaboveconsideredtheirtelevisionstobethemostessential.Allothermediawasconsideredlessimportant,withbooksalmostfallingentirelyoutofconsideration.ReadmoreNote(s):SouthKorea;June13toAugust19,2022;6,707respondents*;13yearsandolder;*Respondentscountbyagebracketwasasfollows:13-19years:48020-29years:96930-39years:96740-49years:1,16850-59years:1,24160-69years:[...]

ReadmoreSource(s):KISDI;KoreaCommunicationsCommissionOnlinemediausagerateinSouthKoreain2022,byagegroupOnlinemediausagerateSouthKorea2022,byagegroupShareofrespondents0%20%40%60%80%100%6-19years20-29years96.9%100%100%30-39years40-49years99.9%99.5%99.3%96.1%50-59years60-69years70yearsandolder6Description:AccordingtoasuveyoninternetusageinSouthKoreain2022,theonlinemediausagerateofrespondentsagedbetween20and39yearsoldamountedto100percent.Respondentsintheirfortiesreachedausagerateof99.9percent.

ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;25,079thouseholds;6yearsandolder;internetusersSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea);NIAShareofmediapiracyusersinSouthKoreaasofJanuary2023,bymediumMediapiracyusersSouthKorea2023,bymediumShareofrespondents0%5%10%15%20%25%30%MusicFilms26%21.5%BroadcastsGames15.4%14.5%WebtoonsPublishing13.8%12%7Description:AccordingtoasurveyconductedinSouthKoreainearly2023,around26percentofrespondentsstatedthattheyhadpiratedmusicatleastonce.Thismadeitthemostpiratedmedium,withpublishingonlyhavingbeenpiratedbyabout12percentofpeople.Themajorityofpirateactivitytookplaceonlinethatyear.ReadmoreNote(s):SouthKorea;December23,2022toJanuary17,2023;24,000respondents;13-69yearsSource(s):KoreaProtectionAgencyLeadingreasonfordecreaseduseofpiratedmediauseinSouthKoreaasofJanuary2023MainreasonfordecreaseinmediapiracySouthKorea2023Shareofrespondents0%5%10%15%20%25%23.1%DecreaseinoverallcontentuseInitiallyuseditwithoutrealizingitwasanillegalversionAmountofharmfuladsmadewebsitesannoyingtouse11.4%10.1%Concernsaboutlawsuits,crackdowns,hacking,andvirusesContentcreatorrightsneedtobeprotected9.1%9%protectionpromotionalcampaignsandarticlesincreasedmywillingnesstopayforofficialcontent8.4%8.3%7.4%6.3%ThepriceoftheofficialcontentisreasonableIdon'twanttohelpillegalwebsitesCrackdownsledtolesscontentorroutesavailableWorriedaboutpunishment/ashamedofmyselfOther3.8%3%8Description:AccordingtoasurveyconductedinSouthKoreainearly2023,around23percentofrespondentsstatedthattheirconsumptionofpiratedmediadecreasedbecausetheiroverallcontentconsumptiondecreased.Thiswasthemostcommonreasonbyfar,followedbystoppingafterrealizingitwasnottheofficialsourceandtheoverwhelmingpresenceofharmfuladsonpiracywebsites.ReadmoreNote(s):SouthKorea;December23,2022toJanuary17,2023;24,000respondents;13-69yearsSource(s):KoreaProtectionAgencyCHAPTER

02InternetInternetusagerateinSouthKoreafrom2000to2022InternetusagerateinSouthKorea2000-2022105%95%93%

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202210Description:Agovernmentalsurveyin2022foundthattheinternetusagerateamongSouthKoreansaged3yearsandolderwasataround93percent.Internetusageisdefinedaspeoplewhohaveusedtheinternetwithinthepreviousmonth.

ReadmoreNote(s):SouthKorea;2000to2022;25,000households;3yearsandolderSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea);NIANumberofinternetusersinSouthKoreafrom1999to2022(inmillions)InternetusersinSouthKorea1999-2022504540353025201510501999

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202211Description:Accordingtoasurveyconductedin2022,thenumberofinternetusersinSouthKoreareachedaround47.25million,slightlydownfromaround47.25millioninthepreviousyear.ThenumberofKoreaninternetusershaveconstantlyincreasedovertwodecades,withoutshowinganysignsofdecreasing.ReadmoreNote(s):SouthKorea;1999to2022;25,000households;3yearsandolder;thosewhousedtheinternetduringthelastmonthSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea);NIAInternetmediauserpenetrationrateinSouthKoreaasofJuly2022,byserviceInternetmediausageinSouthKorea2022,byserviceShareofrespondentsInstantmessengerE-mail86.4%58.9%Socialmedia/networkingserviceVoiceoverInternetProtocol(VoIP)Cloudservices57.6%37.4%15.4%Blog6.1%12Description:AccordingtoasurveyconductedinSouthKoreain2022,around86percentofrespondentsstatedthattheyusedinstantmessengerservices.Thistypeofinternetmediarecordedthehighestuserpenetrationrate,followedbye-mailandsocialmediaataround59percentand58percentrespectively.ReadmoreNote(s):SouthKorea;JunetoJuly2022;9,941respondents;6yearsandolderSource(s):KISDIMostuseddevicestoaccesstheinternetinSouthKoreain2022InternetaccessdevicesSouthKorea2022Shareofdevices0%20%40%60%80%100%100%120%SmartphoneLaptop53.9%TabletPC31.9%WearableDevice12.5%12.4%9.6%SmartwatchesorSmartbandsGameConsoleE-bookReader1.8%1.4%MobilePhone(excl.smartphones)ARorVRdevices

0.5%13Description:AccordingtoasurveyondevicesusedtoaccesstheinternetinSouthKoreain2022,themostuseddevicesusedtoaccesstheinternetweresmartphoneswith100percentusedtoaccesstheinternet,followedbylaptopswith53.9percent.

ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;60,000respondentsin25,000households;6yearsandolderSource(s):MarketMetrix;MinistryofScienceandICT(SouthKorea);NIAWeeklyaverageinternetusageinSouthKoreaasofSeptember2022(inhours)WeeklyinternetusageSouthKorea2022Shareofinternetusers15%0%5%10%20%25%30%35%Lessthan1hour1-3hours1.9%4.8%3-7hours7.2%7-14hours20.6%14-21hours21-35hours35hoursormore19.9%29.9%15.8%14Description:AccordingtoasurveyoninternetusageinSouthKoreain2022,itwasfoundthatalmost30percentofinternetusersaccessedthewebforabout21to35hoursperweek.Internetusersusedtheinternetforanaverageof22.1hoursperweek.

ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;60,253respondentsin25,079households;3yearsandolder;internetusersSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea);NIAMostpopularinternetusagereasonsaccordingtoonlineusersinSouthKoreaasofSeptember2022PurposeofusingtheinternetinSouthKoreain2022Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%99.1%110%LeisureactivitiesCommunicationGettinginfoordataHomepagemanagementEducation&learningWork97.9%97.7%69.6%58.8%30%Other89.1%15Description:ThemostpopularreasontousetheinternetinSouthKoreawasforleisureactivities,accordingtoasurveyin2022amongonlineusers,withover99percentofrespondentsstatingthisastheirreasontousetheinternet.Overall,theinternetusagerateinSouthKoreaacrossalmosteveryagegroupisveryhigh,resultinginmultifacetedinternetusage.ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;60,253respondentsin25,079households;3yearsandolder;internetusersSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea);NIACHAPTER

03MobileinternetMobilephoneinternetuserpenetrationinSouthKoreafrom2018to2028SouthKorea:mobilephoneinternetuserpenetration2018-2028100%92.64%93.09%93.27%93.44%92.07%92.37%92.88%91.28%91.71%90.32%90.73%90%80%70%60%50%40%30%20%10%0%2018201920202021202220232024202520262027202817Description:ThepopulationsharewithmobileinternetaccessinSouthKoreawasforecasttocontinuouslyincreasebetween2024and2028byintotal1.1percentagepoints.Afterthetenthconsecutiveincreasingyear,themobileinternetpenetrationisestimatedtoreach93.44percentandthereforeanewpeakin2028.Notably,thepopulationsharewithmobileinternetaccessofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):SouthKorea;2018to2028Source(s):DigitalMarketInsightsNumberofmobilephoneinternetusersinSouthKoreafrom2018to2028(inmillions)SouthKorea:mobilephoneinternetusers2018-20285044.144.1444.1644.1844.1843.6643.7943.8943.9844.0543.374540353025201510502018201920202021202220232024202520262027202818Description:ThenumberofmobileinternetusersinSouthKoreawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.1millionusers(+0.23percent).Thenumberofusersisestimatedtoamountto44.18millionusersin2028.Notably,thenumberofmobileinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):SouthKorea;2018to2028Source(s):DigitalMarketInsightsMobileinternetusagerateinSouthKoreain2022,byagegroupMobileinternetusagerateSouthKorea2022,byagegroupShareofrespondents0%10%20%30%40%50%60%70%80%90%100%110%3-9years10-19years72.4%99.1%20-29years99.7%99.8%99.6%30-39years40-49years50-59years98.2%60-69years92.9%70yearsandolder57.9%19Description:AccordingtoasurveyconductedamongSouthKoreanin2022oninternetusage,themobileinternetusagerateofrespondentsagedbetween10and49yearsoldamountedtoover99percent.Whilethoseintheirsixtiesstillhadahighinternetusagerateofalmost93percent,amongelderlyrespondentsof70yearsandoldertheinternetpenetrationdroppedmajorly.ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;60,253respondentsin25,079households;3yearsandolderSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea)ShareofinternettrafficrunningonmobilephonesinSouthKoreafromNovember2012toNovember2022ShareofmobilephonesininternettrafficSouthKorea2012-202270%60%50%40%58.3%50%49.4%46.7%40%38.3%33%32.6%30%20%10%0%26.8%25.8%25.5%2012201320142015201620172018201920202021202220Description:InNovember2022,webpagesaccessedviamobiledevicesaccountedforroughly58percentofinternettrafficinSouthKorea.Thiswasaroughly18.2percentincreasecomparedtothepreviousyear.

ReadmoreNote(s):SouthKorea;November2012toNovember2022Source(s):DataReportal;Meltwater;StatCounter;WeAreSocialShareofmobileinternettrafficinSouthKoreaasofNovember2022,bymobileoperatingsystemShareofmobilewebtrafficSouthKorea2022,bymobileoperatingsystemSamsungOS*0.38%AppleiOS30.66%AndroidOS68.96%21Description:AsofNovember2022,mobilephonesrunningonAndroidoperatingsystemshadthehighestshareofmobilewebtrafficinSouthKoreaatalmost69percent.AppleiOS-rundevicesgeneratedapproximately30percentofmobilewebpagerequestswhiledevicesusingtech-giantSamsung'soperatingsystemaccountedforonly0.38percentofmobileinternettraffic.ReadmoreNote(s):SouthKorea;November2022;*SamsungOSrefersonlytodevicesrunningonanoperatingsystemdevelopedbySamsung(e.g.BadaandTizen),anddoesnotincludeSamsungdeviceswithAndroidoperatingsystems.Thesourcenotesas[...]

ReadmoreSource(s):DataReportal;Meltwater;StatCounter;WeAreSocialAveragedailytimespentonusingmobileinternetduringweekdaysinSouthKoreain2022,byagegroup(inminutes)DailytimeusedformobileinternetonweekdaysSouthKorea2022,byageAveragedailytimespentinminutes02040608010012014016018020015-19yearsold20-29years30-39years40-49years50-59years18817217515413322Description:AccordingtoasurveyonthedailytimespentusingthemobileinternetduringweekdaysinSouthKoreaasofDecember2022,respondentsagedbetween15and19yearsoldstatedthattheyspentanaverageofaroundthreehoursandeightminutesusingthemobileinternetonweekdays.Withincreasingage,thetimespentusingtheinternetonmobiledevicesduringweekdaysdecreased.ReadmoreNote(s):SouthKorea;December17to21,2022;2,000respondents;15-59years;mobileinternetusersSource(s):NASMEDIACHAPTER

04SocialmediaSocialmediapenetrationrateinSouthKoreafrom2019to2028SocialmediauserpenetrationrateSouthKorea2019-202894.0%93.0%92.0%91.0%90.0%89.0%88.0%87.0%86.0%85.0%84.0%201920202021202220232024202520262027202824Description:ThesocialmediapenetrationrateinSouthKoreawasforecasttocontinuouslyincreasebetween2024and2028byintotal2.4(+2.65percent).Aftertheninthconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach93.11andthereforeanewpeakin2028.Notably,thesocialmediapenetrationrateofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):SouthKorea;2019to2028Source(s):DigitalMarketInsightsPenetrationofleadingsocialnetworksinSouthKoreaasof3rdquarter2022SocialnetworkpenetrationSouthKoreaQ32022Shareofpopulation40%0%10%20%30%50%60%70%80%90%KakaoTalk*InstagramFacebookTwitterKakaostoryTikTok85.1%62.7%47%26.9%26.3%21.5%20.8%FacebookMessenger*Line*18%iMessageTelegram*Pinterest13.2%9.9%9%Discord7.8%SkypeTumblrLinkedIn5.1%4.1%4%25Description:Accordingtoasurveyconductedinthesecondandthirdquarterof2022,over85percentofSouthKoreansreportedtouseKakaoTalk.KakaoTalkisamessagingappdevelopedinSouthKoreaandownedbyKakaoCorporation.

ReadmoreNote(s):SouthKorea;Q32022;16-64years;*Messenger/VOIPReadmoreSource(s):GWI;Meltwater;WeAreSocialNumberofusersofsocialmediaadvertisinginSouthKorea2018-2027(inmillions)NumberofusersofsocialmediaadvertisinginSouthKorea2018-20275047.2347.4547.6146.9546.5846.0945.4544.6243.534540353025201510542.250201820192020202120222023202420252026202726Description:Theindicator'Reachbysocialnetwork'inthe'Total'segmentofthedigitaladvertisingmarketinSouthKoreawasforecasttocontinuouslyincreasebetween2023and2027byintotalonemillionusers(+2.15percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach47.61millionusersandthereforeanewpeakin2027.Notably,theindicator'Reachbysocialnetwork'ofthe'Total'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthe[...]

ReadmoreNote(s):SouthKorea;2018to2027;InternetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonthSource(s):DigitalMarketInsightsMostfrequentlyusedsocialmediainSouthKoreaasofJuly2022MostfrequentlyusedsocialmediainSouthKorea2022ShareofrespondentsInstagram41.4%FacebookNaverBandKakaoStoryTwitter22%12.9%12.6%8.6%TikTok1.5%Cyworld0.6%27Description:AsofJuly2022,InstagramwasoneofthemostpopularsocialmediaplatformsinSouthKorea,witharound41percentofsurveyrespondentsinthatyearstatingthattheyuseditthemostfrequentlyoutofalltheothersocialmediaservicesprovidedinthecountry.TheformerleaderwasFacebook,which,togetherwithInstagramandWhatsAppbelongstoMeta.ReadmoreNote(s):SouthKorea;JuneandJuly2022;5,726respondents;6yearsandolderSource(s):KISDIDurationofweeklysocialmediausageinSouthKoreain2022(inminutes)WeeklyaveragetimespentonsocialmediaSouthKorea202240%33.7%35%30%25%20%15%10%5%25.2%15.1%13.8%15-2912.2%0%Lessthan1530-5960-119120ormoreTimespentonSNSinminutes28Description:AccordingtoasurveyontheusageofsocialmediainSouthKoreain2022,around33.7percentofsurveyedsocialmediausersstatedtouseitforlessthan15minutesperweek.Morethan40percentusedsocialmediaformorethanonehourperweek.Theaverageweeklydurationwas62.4minutes.ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;25,000households;6yearsandolder;SNSusersSource(s):KoreanInternet&SecurityAgency;MarketMetrix;MinistryofScienceandICT(SouthKorea)ReasonsforsocialnetworkingusageinSouthKoreaasofSeptember2022ReasonsforsocialnetworkingserviceuseinSouthKorea2022Percentageofrespondents0%10%20%30%40%50%60%70%SocializingCheckingoutpostsorcontentscreatedbyothersRecordpersonaldailylife64.4%48%46.2%Sharingpersonalinterestslikehobbies,leisureSharinginformationorknowledge,orincidentSpendingtime38.1%21.5%11.2%29Description:AccordingtoasurveyinSouthKoreainSeptember2022,around64.4percentofsocialmediausersaccessedtheservicestosocialize.Anotherroughly48percentusedtheservicestocheckoutpostsofothers.

ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;25,000households;6yearsandolder;socialmediausersSource(s):KoreanInternet&SecurityAgency;NIACHAPTER

05OTTOver-the-top(OTT)videoviewerpenetrationrateinSouthKoreafrom2017to2022OTTvideoserviceusagerateinSouthKorea2017-202280%70%60%72%69.5%66.3%52%50%42.7%40%30%20%10%0%36.1%20172018201920202021202231Description:In2022,theviewerpenetrationrateofover-the-top(OTT)videoservicesinSouthKoreaamountedtoroughly72percent.ThemarketforOTTserviceshasbeengrowingrapidlyinthelastyears,almostdoublinginusageratecomparedto2017.

ReadmoreNote(s):SouthKorea;2017to2022Source(s):KoreaCommunicationsCommission;KoreaCreativeContentAgencyPaidOver-the-top(OTT)videoviewerpenetrationrateinSouthKoreafrom2019to2022PaidOTTvideoserviceusagerateinSouthKorea2019-202260%50%40%30%55.9%50.1%21.7%20%14.9%10%0%201920202021202232Description:In2022,theviewerpenetrationrateofpaidover-the-top(OTT)videoservicesamongOTTusersinSouthKoreaamountedtoroughly56percent.Itjumpedfromroughly22percenttoover50percentin2021.

ReadmoreNote(s):SouthKorea;2019to2022;amongOTTserviceusersSource(s):KoreaCommunicationsCommission;KoreaCreativeContentAgencyMostpopularover-the-top(OTT)videoservicesinSouthKoreaasofOctober2022,bynumberofmonthlyactiveusers(inmillions)PopularOTTvideoservicesbynumberofMAUSouthKorea2022Numberofusers(inmillions)024681012NetflixWavve11.374.16Tving*5.56CoupangPlayDisney+3.551.833Description:Themostpopularover-the-top(OTT)videoserviceinSouthKoreaasofOctober2022wasNetflix,witharound11.37millionmonthlyactiveusersatthattime.Thepopularityofonlinevideoserviceshasbecomeaglobalphenomenon,becomingsuchapointofinterestthatevene-commercebusinesses,suchasAmazonortheSouthKoreanCoupanglaunchedtheirownvideoservices.Inlinewiththat,theOTTvideoviewerpenetrationrateinSouthKoreahasnotablyincreasedduringthelast[...]

ReadmoreNote(s):SouthKorea;October2022;paidsubscription-basedOTTservicesSource(s):IGAWorks;YonhapUsagerateofpopularover-the-top(OTT)videoservicesinSouthKoreain2022,byserviceOTTvideoservicesusagerateSouthKorea2022,byserviceShareofusers30%0%10%20%40%50%60%70%66.1%YouTubeNetflix31.5%Tving7.8%6.1%5.2%3.6%3%1.8%WavveCoupangPlayDisneyPlusFacebookWatchaTikTok1.7%1.2%1.1%TwitchNaverNOW34Description:Accordingtoasurveyconductedin2022ontheusagerateofover-the-top(OTT)videoservicesamongSouthKoreans,around66percentofrespondentsansweredthattheyusedYouTubeasameantowatchvideocontentontheinternet.FollowingwasSubscription-Video-on-Demand(SVoD)serviceNetflix,with31.5percentofrespondentsansweringtouseit.ReadmoreNote(s):SouthKorea;June13toAugust19,2022;6,708respondents;13yearsandolderSource(s):KoreaCreativeContentAgencyAveragetimespentonOver-the-top(OTT)videoserviceperuseinSouthKoreaasofMay2023,byservice(inminutes)AverageusagetimeofOTTservicesperuseSouthKorea2023,byserviceAverageusagetimeinminutes0102030405060708090100110DisneyPlusNetflix9696Tving90Wavve90CoupangPlay8035Description:AccordingtoasurveyontheusageofOver-the-top(OTT)videoserviceinSouthKorea,NetflixandDisneyPlushadthehighestaverageusagetimepersessionataround96minutesperuseeach.TvingandWavvefollowedcloselyataround90minutesofusagetimeperuse.ReadmoreNote(s):SouthKorea;May17to22,2023;1,500respondents;15-59years;usersofNetflix,Tving,CoupangPlay,Wavve,DisneyPlusSource(s):OpensurveyCHAPTER

06WebtoonsandcomicsFormatofcomicconsumptioninSouthKoreaasofAugust2022ComicconsumptionformatSouthKorea202280%71.6%70%60%50%40%30%20%10%0%25.9%Both2.5%DigitalPaper37Description:Accordingtoa2022surveyconductedamongSouthKoreanswhoconsumedcomicswithinthepreviousyear,around72percentofrespondentsstatedthattheyonlyreadcomicsinadigitalformat.Afurther26percentstatedthattheyusedbothdigitalandpaperformats.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,500respondents;10-69years;SouthKoreanswhohadconsumedcomicswithinthepreviousyearSource(s):KoreaCreativeContentAgencyFrequencyofconsumingcomicsinprintedformatinSouthKoreaasofAugust2022FrequencyofconsumingprintedcomicsSouthKorea2022Shareofrespondents30%

40%0%10%20%50%60%70%80%Almostdaily3to4timesperweek1to2timesperweek2to3timespermonthOncepermonth2.6%2.9%6.5%7.2%4.6%Onceevery2to3monthsHardlyever4.5%71.6%38Description:AccordingtoasurveyconductedamongSouthKoreancomicreadersin2022,aroundsevenpercentstatedthattheyreadcomicsatleastonceaweek.Around72percenthardlyeverreadprintedcomics.Comics,ormanhwa,arepopularinSouthKorea,andaremostlyreadinadigitalformatnow.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,500respondents;10-69years;SouthKoreanswhohadconsumedcomicsatleastonceevery2-3monthswithinthepreviousyearSource(s):KoreaCreativeContentAgencyFrequencyofconsumingcomicsinadigitalformatinSouthKoreaasofAugust2022FrequencyofconsumingdigitalcomicsinSouthKorea2022Shareofrespondents10%

15%0%5%20%25%30%Almostdaily3to4timesperweek1to2timesperweek2to3timespermonthOncepermonth24.1%17.8%25.3%12.8%7.6%Onceevery2to3monthsBarelyever9.9%2.5%39Description:AccordingtoasurveyconductedamongSouthKoreancomicreadersin2022,around24percentofrespondentsstatedthattheyreaddigitalcomicsalmostdaily.Thelargestshareofrespondents,at25.3percent,statedtheyconsumedcomicsinadigitalformatoneortwiceaweek.Thatsameyear,SouthKoreansoverwhelminglypreferredtoreadcomicsindigitalformats.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,500respondents;10-69years;SouthKoreanswhohadconsumedcomicsdigitallywithinthepreviousyearSource(s):KoreaCreativeContentAgencyMainserviceusedforconsumingcomicsindigitalformatinSouthKoreaasofAugust2022ServiceusedforconsumingcomicsindigitalformatSouthKorea2022Shareofrespondents30%

40%0%10%20%50%60%70%80%90%100%NaverWebtoon87.4%KakaoPage35%KakaoWebtoon(formerlyDaumWebtoon)25.7%22.3%NaverSeriesLezhinComicsInstagramTopToonToomics15.6%11.5%8.9%6.6%5%4.7%3.4%1.6%FacebookRidiManhwakyungOtherPostype1.6%0.8%Dillyhub40Description:AccordingtoasurveyconductedinSouthKoreain2022,around87percentofrespondentsstatedthatNaverWebtoonwasoneoftheirmainsourcesforreadingdigitalcomics.NaverWebtoonwastranslatedandlaunchedgloballyasLineWebtoonandfocusesonwebtoons,atypeofdigitalcomicsthatoriginatedinSouthKorea.OtherpopulardigitalcomicservicesincludedKakaoPageandKakaoWebtoon,formerlyknownasDaumWebtoon.ReadmoreNote(s):Sout