8 key facts about South Korea Digital Marketing Landscape
www.chandlernguyen.com Mar 2016
1. South Korea has 34.6M mobile phone internet users in 2015 (with penetration rate of 82%, higher than JP at 67% and lower than China at 87%)
44
Users (in Millions)
33
33.2
34.6 32.2
43.6
43.2
42.8
42.3
41.8
35.6 33.6
36.5 34.6
37.5 35.6
36.5
22
11
0 2014
2015
Internet users
2016
Mobile phone internet users
2017
2018
Smartphone users Source: eMarketer Oct 2015 report
2. Weekly, internet users in South Korea spends about 14 hours online or about 2 hours/ day (less than 3 hours/day from Chinese users)
3. Digital ad spending surpassed TV ad spending in 2015 in South Korea ($2.94B, 34% of total media ad spending) $10.00 $9.0 $8.6
$7.50
$5.00
$3.3 $2.9 $2.5$2.5
$2.50
$1.5$1.5
$1.2$1.2 $0.4$0.3
$0.00
Total media ad spending
2014
Digital ad spending
TV ad spending
2015
Out-of-home ad spending
2016
Newspaper ad spending
2017
Magazine ad spending
2018
Source: eMarketer Oct 2015 report
4. Majority (54.4%) of South Korea digital ad spending was on mobile devices in 2015 $60.00
60.0% $58.11 54.4% 52.4%
Digital ad spedning
$45.00
45.0%
45.0% 40.1%
39.7% 33.6%
$30.00
31.4%
$31.07
30.0%
29.6%
$15.00
15.0% $12.40 $9.70 $6.67
$0.00 US
CN
UK
Digital ad spending 2015 ($B)
JP
DE
$4.60
$4.20
$2.94
AU
CA
KR
0.0%
% Mobile ad spending
Source: eMarketer Oct 2015 report
5. Search Ad Spending still commands more than half of the digital ad spending consistently in South Korea Digital Ad Spending in South Korea by channel 60.00% 59%
58%
57%
57%
56%
45.00% 41%
42%
43%
43.5%
44%
30.00%
15.00%
0.00% 2014
2015 Display ad spending %
2016
2017
2018
Search ad spending %
Source: eMarketer Oct 2015 report
6. 59% of Mobile Display Ad spending is In App ($972.5M) vs. Mobile Web (41% or $675.7M) in 2015
41% 59%
In Apps
Mobile Web
Source: Researchad, “2015 Mobile Internet Display Ad Spending Summary”
7. Admob, “Cash Slide” and “KakaoTalk Plus Friend” are the top 3 Mobile In-App Ad Networks in South Korea in terms of Ad Revenue
8. South Korea is the 6th largest retail e-commerce market ($38.8B) in the world, while UK digital buyer spends the most online on average ($2,447/year) $700
8 key facts about South Korea Digital Marketing Landscape.pdf ...
Page 2 of 9. 1. South Korea has 34.6M mobile phone internet. users in 2015 (with penetration rate of 82%, higher. than JP at 67% and lower than China at 87%). Users (in Millions). 0. 11. 22. 33. 44. 2014 2015 2016 2017 2018. 36.5 35.6 34.6 33.6. 32.2. 37.5 36.5 35.6 34.6. 33.2. 43.2 43.6 42.8 41.8 42.3. Internet users ...
Page 2 of 9. 1. South Korea has 34.6M mobile phone internet. users in 2015 (with penetration rate of 82%, higher. than JP at 67% and lower than China at 87%).
South Korea ranks 4th in the world. in terms ... Korea or 49% of all internet users (42.8M). Page 4 of 10. 8 key facts about South Korea Mobile Game Industry.pdf.
Internet users than the US. Mobile Internet users (in Millions). 0. 175. 350. 525. 700. 2015 2016 2017 2018. 691. 653. 618 589. 223 232 210 194. US China.
and tablet purchases. Page 3 of 12. 8 key facts about South Korea e-commerce Feb 2016.pdf. 8 key facts about South Korea e-commerce Feb 2016.pdf. Open.
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