Time Spent with Media and Ad Spending in South Korea: eMarketer's Estimates and Forecast - eMarketer
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Time Spent with Media and Ad Spending in South Korea: eMarketer's Estimates and Forecast

eMarketer Report

By: eMarketer

Published: January 16, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer estimates that adults in South Korea spent an average of 7 hours, 4 minutes per day with major media in 2017, an increase of 6 minutes over 2016. Smartphones are now an essential part of consumers’ media day, and the device will continue to drive growth in time spent throughout the forecast period.

  • Adults spent 3 hours, 25 minutes per day with digital media in 2017, of which 1 hour, 53 minutes were dedicated to smartphones. That represents 26.6% of total media time in South Korea—the largest share of all markets in which eMarketer estimates time spent.
  • Though digital surpassed TV in daily time spent in 2015, watching television is still a popular activity in South Korea. And viewing will uptick slightly in 2018 when the country hosts the Winter Olympics. Adults are expected to spend an average of 3 hours, 9 minutes per day watching TV this year.
  • Total media ad spending in South Korea grew 4.3% to $8.62 billion in 2017. Growth in digital ad outlays, especially those of mobile, will drive overall advertising gains during the forecast period. By 2021, ad spending in South Korea will top $10 billion.
  • Advertisers dedicated $2.27 billion toward mobile last year, eMarketer estimates. In 2018, mobile ad spending will surpass that of TV for the first time, at $2.67 billion vs. $2.48 billion, helped by investments in mobile video and mcommerce.

"In 2017, adults in South Korea spent over 90% of their daily media time consuming TV or digital content. Smartphones accounted for one-quarter of total time with media."

Table of Contents

Overall Media Time

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Ad Spending

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Comparing Growth in Ad Spending vs. Time Spent

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8 charts are included in the full report:

Time Spent with Media and Ad Spending in South Korea: eMarketer’s Estimates and Forecast

Average Time Spent per Day with Major Media by Adults in South Korea, 2017 (hrs:mins)

Overall Media Time

Average Time Spent per Day with Traditional* vs. Digital Media by Adults in South Korea, 2014-2019 (hrs:mins)

Digital Media

Average Time Spent per Day with Desktop/Laptop vs. Mobile Device Internet by Adults in South Korea, 2014-2019 (hrs:mins)

Traditional Media

Average Time Spent per Day with Major Media by Adults in South Korea, 2014-2019 (hrs:mins)

Ad Spending

Total Media Ad Spending in South Korea, by Media, 2016-2021 (billions)

Digital Media Advertising

Mobile Ad Spending in South Korea, 2016-2021 (billions, % change and % of digital ad spending)

Traditional Media Advertising

Total Media Ad Spending Share in South Korea, by Media, 2016 & 2021 (% of total)

Comparing Growth in Ad Spending vs. Time Spent

Growth in Ad Spending vs. Average Time Spent per Day in South Korea, by Media, 2017-2019 (% change)