A. Guttmann
Research Lead covering media
Social media advertising in South Korea - statistics & facts
Social media in South Korea had a penetration rate of almost 91 percent in 2023, making it a major player as an online medium for advertising and marketing. With spending on digital advertising having increased rapidly over the past years, the focus has largely been on search and video ads. Social media users tended to favor video and image-based marketing over text-based ads, while consumers valued entertaining and targeted content, for which social media ads, which rely on algorithms tailored to individual users, are ideal.
