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According to a survey conducted in South Korea in 2024, Instagram was one of the most popular social media platforms in South Korea, with around **** percent of survey respondents in that year stating that they used it the most frequently out of all the other social media services provided in the country. The former leader was Facebook, which, together with Instagram and WhatsApp belongs to Meta.

Social media in South Korea

The number of Instagram users have continuously increased, while Facebook's user numbers had declined. Instagram seems to be widely used by Koreans aged under ** years old, with the share of active users dropping significantly after this age. Facebook, a social media giant, which had a largely increased usage penetration in 2020, had recently come under scrutiny for its user privacy policies. User penetration has declined since then.

On-the-go media

Social media networks are becoming more and more mobile. Globally, mobile social media users have been increasing, and will continue to do so into the foreseeable future. South Korea is not excluded from this trend - the country leads the world in terms of mobile phone penetration. With South Korea’s smartphone ownership rate at ** percent, the success of social media services in the country looks likely to be determined by how well received they are in the mobile app market.