2024韩国数字领域发展趋势报告

Internet and Media Usage - Since the pandemic, South Korean adults have increased their daily digital media usage from 3 hours 58 minutes in 2019 to 4 hours 28 minutes in 2023[3] - South Korea has the highest mobile internet penetration rate at 87.6% of the population in 2023[3] - Over half of South Korean internet users are aged 40 and above, but the MZ generation spends more time online[2] Streaming, Super Apps, and Gaming - Netflix dominates South Korea's paid OTT video market with 31.5% of subscribers in 2022[4] - KakaoTalk is used by 78.4% of smartphone users in 2023, projected to grow to 81% by 2027[4] - South Korea ranks among the top 5 countries in mobile game spending on Apple and Android devices with $4.16 billion in 2022[5] E-commerce - South Korea ranks 4th globally in e-commerce share of total retail sales at 28.8% in 2023[8] - Digital grocery accounts for the largest share of South Korea's e-commerce sales at 13.3% in April 2023[9] - South Korea's beauty e-commerce sales rebounded with a 9.5% year-on-year increase in 2023 after a 21-month decline[10] Music Consumption - 67% of South Korean music listeners use digital video sites, with YouTube, Melon, and Genie being the most popular platforms[6][7]