Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

South Korea Time Spent with Media 2019

Heavy Smartphone Usage Drives Time Spent with Digital

Time Spent with Media 2019

Forecasts for nine markets: US, Canada, China, France, Germany, Japan, Latin America, South Korea, UK; as well as mobile and social media time spent in the US

See All
Download
Share
About This Report
Smartphones are the primary internet access device for consumers in South Korea, and mobile internet activities will continue to drive gains in both digital and total time spent as time spent with most traditional media channels declines.
Table of Contents

Executive Summary

Although digital user penetration is already high in South Korea, the time that consumers spend with digital is still rising. That will help propel growth in total daily media time, even as time spent with most traditional media channels declines.

How long will consumers in South Korea spend each day with media in 2019?

On average, adults (ages 18+) will spend 7 hours and 36 minutes daily with digital and traditional media this year.

How much time is being spent with digital vs. traditional media formats in South Korea?

Adult consumers in South Korea will devote 52.2% of their total daily media time to digital platforms. TV, radio and print will account for the remaining 47.8%.

Is digital time spent in South Korea still growing?

Yes, and growth is largely being fueled by smartphone internet usage. Another driver of digital time spent is the increasing consumption of digital video content such as YouTube and Netflix. By 2021, video will account for 35.6% of total daily digital time in South Korea—the highest share of all countries we track.

How much time is being spent on mobile in South Korea?

Mobile now makes up 37.1% of total daily media time, inching closer to TV. Consumers are turning to their smartphones for video viewing, shopping, gaming and social media in this digitally mature market. Mobile will post the highest growth rates for time spent in 2019.

WHAT’S IN THIS REPORT? This report presents our latest estimates and forecasts for time spent with media in South Korea, including TV, radio and print, as well as digital usage. It also looks at some of the key trends driving media consumption.

An important note on how we account for multitasking in our estimates of time spent with media: If someone spends an hour watching TV (for example) and uses a smartphone to surf the web during the same hour, we count this as an hour of usage for each medium, and hence as 2 hours of total media time.

KEY STAT: Daily time spent with traditional media will decline, while time spent with digital will continue to make steady gains, thanks to increasing smartphone usage.

Behind the Numbers

Our methodology for our South Korea time spent with media forecast is based on an analysis of 668 metrics from 30 sources. This analysis involves the collection of third-party data—primarily survey data—from adult respondents, asking them about their media use habits. Data is also sourced from online and mobile activity tracking services, government data and interviews with industry experts.

Using a bottom-up analysis, we assess and analyze reported time spent with each device and media activity across various sources. And where definitions differ, the data is normalized and interpreted in terms of our definition (i.e., the population in South Korea ages 18 and older). The data is then aggregated with the time contributions from each device and media type to arrive at an estimate for average time spent with media per day.

In order to arrive at forecasts for growth rates by media and by device, this analysis is followed by extensive assessments of historical and expected future growth patterns with regard to device adoption, multiple and overlapping device usage, population and demographic factors, and competitors to existing devices and activities.

authors

Jeane Han

Contributors

Jaimie Chung
Associate Product Manager
Jasmine Enberg
Senior Analyst
Shelleen Shum
Director, Forecasting
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client