We asked South Korean consumers about "Most used search engines by brand" and found that "Naver" takes the top spot, while "Yandex" is at the other end of the ranking.These results are based on a representative online survey conducted in 2024 among 1,013 consumers in South Korea.

In 2024, the most used search engine in South Korea was Naver, with a share of around ** percent of monthly active users. Naver is a South Korean online platform and search engine which is operated by Naver Corporation. Despite the domestic website being popular among users, Google took first spot as the market leader in the South Korean search engine market. Online search behavior Naver was still the first place to go for South Koreans looking up information on the web.The most successful search engine visit category in South Korea was related to studying, averaging over ********** of visits. At the same time, search engine results of the IT category had the highest bounce rate. Online education, on the other hand, had a rather low bounce rate, indicating that users were more satisfied with the shown search results. Internet usage in South Korea The significant majority of South Koreans used the internet, maintaining an internet usage rate of well over ** percent for years. Reasons for using the internet in South Korea are countless, as it has seeped into every facet of life. Nevertheless, the most commonly named reasons for going online were communication purposes and looking for information. Using the internet for multiple reasons, South Koreans spend on average more than ** hours per week online.

In 2024, the search engine google.com had the highest share in traffic referrals in South Korea at around 42.8 percent of all search engine referrals. The top spots were all occupied by either Google or domestic web portal Naver. As for Naver, mobile searches made up the majority of search referral traffic.

In 2024, the Korean word Naver (written in Korean) was the most searched-for term on Google in South Korea, followed by the search queries for weather and the Korean writing of YouTube. Naver is the largest South Korean web portal, which also offers search engine function. The search query for YouTube's English spelling "youtube" placed 19th.

According to Nielsen Koreanclick, naver.com was the most visited website as of August 2024, with over 23 million unique visitors and a reach of around 74.3 percent. Naver’s home advantage against GoogleNaver is a search engine developed in South Korea and operated by Naver Corporation. After its launch in 1999, the company furthered its reach by becoming an early pioneer in user-generated content. Nowadays, the website features blogs, a web comic service, internet communities and much more. Having established an all-Korean website that features several all-Korean services, Naver has deep roots in South Korean online culture and a big advantage against Google. Another loss for Google was the blockade of its navigation service within the country boarders by the South Korean government. Internet usageSouth Korea is not only among the countries with the fastest mobile internet, but also an internet penetration rate of over 97 percent. Additionally, close to 95 percent of South Koreans aged six years or older own a smartphone. Therefore, it is no surprise, that South Korea was the first country to upgrade their networks to 5G. With an average citizen of each age group spending between one and more than four hours online per day, the internet plays an important role in daily lives.

As of April 2024, 95.05 percent of the traffic on the web portal naver.com was generated in its country of origin, South Korea. Outside of South Korea, naver.com was mostly accessed from the United States, with an audience share of around 1.6 percent.

We asked South Korean consumers about "Flight search engine online bookings by brand" and found that "Hana Tour" takes the top spot, while "WhyPayMore" is at the other end of the ranking.These results are based on a representative online survey conducted in 2024 among 659 consumers in South Korea.

In December 2020, the most popular PC internet search term in South Korea was "Naver" with roughly 2.84 million people looking it up. Naver is a South Korean online platform and search engine which is operated by Naver Corporation. "Corona" and "Corona19" were searched by 1.23 million and 965 thousand South Korean internet users respectively.

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Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion, at a CAGR of 21.6% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing internet penetration worldwide. This expansion is fueled by the rising number of active social media users, enabling businesses to reach a larger audience through digital platforms. However, the market's growth is not without challenges. Privacy concerns are increasingly obstructing market expansion, as users become more conscious of their online data and demand greater control over their information. Social media advertisements, a major revenue source for social networking companies, are gaining traction, creating intense competition among market players. Companies must navigate these challenges by addressing privacy concerns through transparent data handling policies and effective user data protection measures.
Additionally, innovation in advertising formats and targeting strategies will be crucial for businesses to differentiate themselves and maintain a competitive edge. In summary, the market presents both opportunities and challenges, with increasing internet penetration driving growth while privacy concerns and intense competition shaping the strategic landscape. Companies must effectively address these challenges to capitalize on the market's potential and stay ahead of the competition.

What will be the Size of the Social Networking Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic patterns emerging across various sectors. Customer acquisition and sales conversion are key areas of focus, as social CRM and mobile marketing strategies gain traction. User engagement remains a priority, with social listening and social network analysis providing valuable insights. Big data and data analytics play a crucial role in informing business decisions, while media relations and crisis communication strategies adapt to the digital landscape. Influencer marketing and viral marketing campaigns continue to shape consumer behavior, with conversion optimization and organic reach driving growth. Live streaming and user-generated content offer new opportunities for brands to engage with audiences.

Data visualization and machine learning are transforming how businesses analyze and respond to market trends. E-commerce platforms and social commerce are disrupting traditional retail models, with advertising platforms and social media marketing becoming essential tools for businesses. Algorithm updates and link building strategies impact search engine optimization and content strategy. Privacy concerns and network externalities are shaping the platform economics, while network effects drive user growth. Content creation tools and search engine optimization are essential for effective brand building, with public relations and sentiment analysis playing a critical role in reputation management. Video marketing and customer satisfaction are key drivers of brand loyalty, with data security and competitor analysis essential for maintaining a competitive edge.Social media platforms continue to evolve, offering new opportunities for businesses to connect with their audiences and build strong brands.

How is this Social Networking Industry segmented?

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

Type

  Advertising
  In-app purchase
  Paid apps


Distribution Channel

  Google
  Apple
  App Store Distribution


Service

  Communication
  Entertainment
  Socialization
  Marketing
  Customer service


Platform

  Website-based
  Mobile apps
  Hybrid platforms


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.

In the dynamic landscape of the market, various entities intertwine to shape its evolution. Big data and machine learning fuel social media analytics, enabling targeted advertising, conversion optimization, and customer satisfaction. Social listening and sentiment analysis inform brand monitoring, reputation management, and crisis communication. Social crm and community management foster customer loyalty and engagement. Mobile marketing, including user-generated content and live streaming, e

"Search engines (e.g., Google)" and "Online stores" are the top two answers among South Korean consumers in our survey on the subject of "Sources of inspiration for new products".The survey was conducted online among 2,029 respondents in South Korea, in 2024.

In the third quarter of 2024, Naver's revenue from its search platform amounted to almost one trillion South Korean won, making it the best earning business segment. Following was the commerce sector, with a revenue of roughly 725 billion won.