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 35 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.
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 over 94 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.