The trend of ‘superapps’ in Asia continues to grow. That equates to 52 million MAU as of June 2020 and continues to show strong user growth and innovative advertising methods for growth marketers to capitalize on. Similar to its much-touted Chinese equivalent, WeChat, KakaoTalk has a stronghold on the messaging market, with up to 96% of the market share. No app personifies this Korean-first trend than KakaoTalk. Excluding YouTube, Instagram, and Facebook, which have global popularity, it is interesting to note that most other apps are Korean-developed. In other words, South Korean users are almost completely reliant on mobile for communications, eCommerce, social media, and gaming. In addition to this, 96.3% of all mobile Internet users in Korea use instant messenger apps such as the ubiquitous app, KakaoTalk. For context, 91% of the country’s population aged 3 years and older are Internet users, with 94.9% of them using their smartphones to connect to the Internet. In fact, Korea can be seen as something of an outlier in the APAC region based on the sheer breadth of use and unique apps provided to the local users. Asian countries have long held the title as a truly mobile-first region and Korea is no exception.
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