Infographic: Where is number one place Korean Gen Z live online?
We know online’s influence is growing and has been heightened by the necessity of e-commerce shopping during the pandemic. The real questions now are how are social platforms influencing the consumer purchase funnel.
And with new products constantly hitting the market, how do Korean consumers find them? That’s where Nasmedia NPR Target Infographics comes in.
We’ve unveiled some fascinating insights into current South Korean consumer culture, purchasing preferences and choice of communications channels.
Gen Z (10s-20s)
With every age group, generation Z’s spending habits declined at the onset of the COVID-19 outbreak. However, the report reveals that Gen Z recovered faster than older generations.
So what are they doing right now? Well, they’re spending more time shopping online!
The number one place Korean Gen Z lives online is YouTube. It’s where they spend their time but also where over half (73%) research products they’re interested in purchasing, followed by Instagram.
According to Nasmedia’s NPR Target Report 2022, Gen Z in South Korea is prioritizing clothing and fashion goods along with movies and webtoon comics.
They’re also willing to occasionally splurge on technological experiences that help them have fun, such as video games.
Sixty-five percent say online shopping allows them to discover products from new or small companies they wouldn’t find in person. Only 34% say they prefer in-store shopping.
Millennials (30s)
On average, consumers are now spending more than half an hour longer per day shopping online than they did before the outbreak of Covid-19.
Younger Koreans have proven to be less interested in fitness, home goods & furniture, health & wellness, and travel & experiences, preferring to save in these categories. In contrast, people in their 30s are still willing to spend on dining out.
58% of Koreans in their 20s purchase more clothing and fashion goods due to social media.
Females are more likely to purchase more clothing and beauty and skincare while technology is purchased more frequently among males. Millennials display similar purchasing tendencies, although at lower rates.
Aside from YouTube, Instagram is the only channel among the top three channels checked multiple times daily by each age group. Facebook and Twitter in Korea are certainly not as popular among any age groups as in other countries.
By contrast, NAVER Corp is the big winner. It’s where most research products they’re interested in purchasing and getting information from. YouTube comes next, followed by Instagram, then TikTok.
Gen X (40s — 50s)
The Korean X generation mainly rely on mainstream media and social platforms to keep up. These are popular methods among all those who want to keep up on the pulse of what’s worthwhile, with 44% overall turning to traditional media and 48% social.
Turning to how Gen X learns about new products and services specifically, a whopping 81% find them on NAVER Corp, whether they are in life or leisure, while 54% rely on YouTube for all things entertainment and 44% on Google.
About Nasmedia
Nasmedia provides a differentiated service from other media agencies through its ability to analyze data and discover insights. Our services are based on ad tech solutions and ad content across various types of media. Our client can count on our expertise to help them reach the right target audience in any given market and deliver the most optimal results. We have accrued our expertise from planning to operating campaigns of industry-leading clients.
