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 45.8 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 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.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 96 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.

According to a survey conducted in South Korea in 2023, around 96 percent of respondents aged between 18 and 24 years old stated that they were using social media. The share of social media users increased across most age groups compared to the previous year. Facebook and Instagram While domestic social media networks like Kakao Story or Naver Band enjoy wide popularity in South Korea, Instagram was the most frequently used social media in South Korea, overtaking Facebook. As of March 2024, Instagram had around 23.9 million users, while Facebook had about 27.4 million users in South Korea alone. Nevertheless, the popularity of Instagram, which is owned by Facebook, is undeniable, especially among younger generations. While the number of Facebook users is decreasing, the number of Instagram users is increasing. Social media usageThe majority of users were using social media for its original purpose: socializing. It was also popular to check posts or contents created by other users of the same social media platform. A 2024 survey found that 55 percent of respondents aged 25 to 34 years stated that they used social media to read news. While the platform of choice differed, YouTube was the most common social media platform used for news.

"Sent private messages" and "Posted pictures / videos / texts / status updates" are the top two answers among South Korean consumers in our survey on the subject of "Most common social media activities".The survey was conducted online among 12,181 respondents in South Korea, in 2024.

This statistic presents the result of a survey about the frequency of social media use among adolescents in South Korea in 2020. In that year, around 52.2 percent of surveyed adolescent students stated to use social media almost everyday.

South Korea digital marketing market size is projected to exhibit a growth rate (CAGR) of 6.07% during 2024-2032. The presence of a robust technological infrastructure, ongoing shift in consumer behavior, booming e-commerce sector in South Korea, rising mobile penetration rate, and growing popularity of social media platforms represent some of the key factors driving the market.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on digital channel and end use industry.

The South Korea digital marketing market reached approximately USD 7.66 Billion in 2024. The market is projected to grow at a CAGR of 13.60% between 2025 and 2034, reaching a value of around USD 27.42 Billion by 2034.

According to a survey conducted in 2020, the most used social media among South Korean members of Generation Z was Facebook, with 30.8 percent of respondents answering to use it. In line with the decreasing user penetration of Facebook, the usage rate among Generation Z also decreased compared to the previous year.

South Korea’s Digital Transformation Market Report is Segmented by Type [analytics, Artificial Intelligence, and Machine Learning, Extended Reality (XR), Iot, Industrial Robotics, Blockchain, Additive Manufacturing/3D Printing, Cybersecurity, Cloud and Edge Computing, and Other Types (digital Twin, Mobility, and Connectivity)] and End-User Industry [manufacturing, Oil, Gas, and Utilities, Retail & E-Commerce, Transportation and Logistics, Healthcare, BFSI, Telecom and IT, Government and Public Sector, and Other End-User Industries (education, Media & Entertainment, Environment Etc)]. The Market Sizes and Forecasts are Provided in Terms of Value (USD) for the Segments.

This report investigates media developments and market concentration trends across nearly two dozen communication, internet and media industries that make up the South Korean network media economy. We start by studying each of the sectors covered individually before grouping them into three larger mid-range categories of similar types of services: telecoms and internet access sectors, online and traditional media services, and core internet sectors. Ultimately, we bring all these sectors together to give a composite view of the network media economy over the period from 2019 to 2021. In a country where there is little established research on the topic of media concentration and ownership, the goal of this report is to simultaneously examine specific media sectors so that we can understand their unique features, dynamics, and trends and move from there toward a holistic understanding of the South Korean network media economy.

According to a survey conducted in 2020, the most used social media among Millennials in South Korea was Instagram, with 34.4 percent of respondents answering to use it. Following was Facebook with a user share of 27.6 percent.

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South Korea Handbags Market Size 2025-2029

The handbags market in South Korea size is forecast to increase by USD 271.1 million at a CAGR of 3.4% between 2024 and 2029.

The handbag market is experiencing significant growth, driven by the increasing consumer spending on apparel and personal goods In the US. This trend is further fueled by the rising popularity of e-commerce retail for purchasing luxury handbags and luggage. The market is witnessing a growing trend towards personalization and customization, with consumers seeking unique designs and materials such as leather, precious metals, and plastic. However, the market also faces challenges from counterfeit products, which threaten the authenticity and reputation of brands. Influencers and social media continue to play a key role in driving sales, particularly for tote bags and other trendy styles.


Convenience stores and watch retailers are also expanding their offerings to include handbags, providing consumers with added convenience. LED jewelry and spa products are also emerging as complementary markets for handbags, offering consumers complete lifestyle solutions. Overall, the handbag market is expected to continue its growth trajectory, driven by these trends and the convenience and appeal of handbags as fashion accessories and functional essentials.

What will be the Size of the market During the Forecast Period?

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The handbag market encompasses a diverse range of products, from everyday essentials to luxury statement pieces. Ethical and sustainable handbag brands are gaining traction, appealing to consumers seeking responsible production methods. Customization and personalization are popular trends, allowing consumers to create unique handbags that reflect their individual style. Handbag repair and restoration services are also on the rise, extending the life cycle of these valuable accessories. Handbag fashion continues to evolve, with an emphasis on versatility and functionality. Vintage and secondhand handbags are experiencing a resurgence, offering affordable luxury and a reduced environmental footprint. Affordable luxury handbags cater to budget-conscious consumers, while designer brands maintain their allure through innovative designs and brand awareness campaigns.


Handbag trends shift with the seasons, with durable materials like leather remaining a staple. Fashion marketing strategies focus on customer loyalty and building strong brand identities. Work bags, formal bags, and casual bags cater to various lifestyles, while eco-friendly and vegan leather bags address growing consumer concerns for sustainability. The retail landscape is shaped by online shopping and the increasing importance of digital channels. The leather goods industry continues to adapt, embracing technological advancements and exploring new markets. Handbag accessories, such as charms and straps, add personality and functionality to these essential accessories. Overall, the handbag market remains dynamic, driven by consumer preferences and industry innovations.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Totes
  Clutches and wallets
  Shoulder bags
  Satchels and saddles


Distribution Channel

  Offline
  Online


Material

  Leather
  Fabric


End-user

  Women
  Men


Geography

  South Korea

By Product Insights

The totes segment is estimated to witness significant growth during the forecast period. Tote handbags, characterized by their spacious compartments and parallel handles, have gained significant popularity as versatile accessories for both personal and professional use. These handbags, available in various materials such as leather, canvas, jute, and nylon, offer practicality with their open-top design and durable handles. Fashion-conscious consumers increasingly prefer totes that blend style and functionality, seeking distinctive designs, vibrant colors, and modern aesthetics. The increasing use of totes extends beyond daily essentials, with their application In the corporate world as work-related items. Airports have seen in demand for tote travel bags. Consumer preference for affordable yet luxurious options has led to the emergence of niche players offering premium handbags.
Environmental awareness has influenced the market, with the rise of vegan leather and vegan handbags. Designers continue to introduce trendy tote options to cater to evolving consumer preferences. Key factors driving the growth of the tote handbag market include the increasing use of totes in professional settings, the popularity of totes at airport shops, the desire for personalized designs, and the avail

South Korea cosmetics market size is projected to exhibit a growth rate (CAGR) of 5.50% during 2024-2032. The growing influence of social media platforms, along with the widespread adoption of extensive skincare routine by individuals, is primarily driving the market growth across the country.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on product type, category, gender, and distribution channel.

According to data provided by NapoleonCat, around 4.5 million South Korean women aged between 25 and 34 years old were using Instagram as of September 2024. InstagramAs of September 2024, around 24.22 million Instagram users were South Korean. Instagram’s popularity is growing, while the popularity of Facebook is declining, especially among younger users. According to a survey among South Korean Instagram users, the majority stated that they used it to check out others’ posts, while around half of them answered they were looking for posts under specific hashtags. Social media usageSocial media is increasingly important for South Koreans and almost every South Korean aged between 20 and 29 years old is using social media. A different survey found that the most preferred content was humorous content, as well as current issues and trends. Nevertheless, more than three quarters of respondents were using social media for its original purpose: socializing.

According to a survey conducted in South Korea in 2023, around 67 percent of Gen Z respondents stated that they used Instagram. This was the most commonly used social media platform across all generations except for baby boomers, who most preferred Naver Band. This platform, alongside Facebook and Kakao Story tended to be more popular among older generations.

According to a survey conducted in South Korea in the third quarter of 2024, internet users stated that they spent the most time online compared to any other media, with an average daily use time of 322 minutes (five hours and 22 minutes). This was followed by watching TV and using social media.

According to a survey conducted by Rakuten Insight in South Korea in 2023, around 45.4 percent of respondents stated that they had purchased an item or product because it was endorsed by an influencer. More than half of the respondents with this experience reported that they were convinced by the promotion from the influencer.

In 2023, around 2.1 trillion South Korean won were spent on internet advertising seen on computers. This represents a slight increase from the previous year. Spending was forecast to increase over the next two years. Spending on online advertisements has simultaneously been growing, and has shown no signs of slowing down. In 2023, most of this spending was for mobile ads. YouTube’s advertising dominance YouTube dominates the online advertising space in South Korea, with a potential advertising reach of around 44 million people as of January 2024, far surpassing other social media platforms. This was followed by Instagram, showing a trend favoring video and image-based social media platforms over more traditionally text-based ones. While the preference for YouTube and Instagram is reflected in spending on online video ads, such types of ads came second in terms of overall spending on different online ad formats. The rise of influencer advertising A 2023 survey found that over 45 percent of respondents had purchased influencer-endorsed products, with YouTubers being the most common type of influencer people bought products from. This further aligns with the platform’s overall success as a social media marketing medium. While spending on influencer advertising was low overall in South Korea, the fact that entertainment value was the main driver for clicking on social media ads in 2023 is a useful foundation for the potential expansion of the influencer sector.

According to a survey conducted by Opensurvey among South Korean women in 2022 on what social media channels they used for accessing information about beauty products, 80.3 percent of respondents stated they got their information on YouTube. Another 76.6 percent stated it was through Instagram.

In a survey on skincare and beauty products conducted by Rakuten Insight, as of July 2021, 63 percent of female respondents in Indonesia who used Korean beauty products, said that they get information on such products from social media beauty influencers. Korean beauty products, also known as K-beauty, has gained in popularity and market share over the years.

The mentions of resell investments on social media by South Korean Gen Z members has increased over the last few years, amounting to almost seven thousand mentions in the fourth quarter of 2020. Resell investment usually means to buy a product either new or second-hand and sell it for a higher price. The growing popularity of second-hand mobile shopping might be a reason for the upwards trend in resell investment posts.