I. Introduction 1. II. Mobile Internet Usage 2. III. Major Mobile Internet Services Usage 6. IV. Mobile Devices Usage 17

Transcription

1

2 I. Introduction 1 II. Mobile Internet Usage 2 1. Average Time Spent on Mobile Internet 2 2. Places of Mobile Internet Usage 2 3. Frequency of Mobile Internet Usage 3 4. Purposes of Mobile Internet Usage 4 5. Perception on Mobile Internet Usage 5 III. Major Mobile Internet Services Usage 6 1. Mobile Instant Messenger 6 2. Mobile SNS 8 3. Mobile Shopping Mobile Banking Mobile Cloud Mobile OTT 15 IV. Mobile Devices Usage Length of Mobile Device Ownership Factors Considered in Purchasing Mobile Devices Mobile Applications Usage 18 < Appendix : Mobile Internet Usage Among the 50 s> 19 The report is produced by Korea Internet & Security Agency, When you cite the statistic data in this report, you must identify the quotation to as KISA reference sources. The report can also be found on the homepage of Korea Internet & Security Agency (

3 I. Introduction Population Nationwide Mobile Internet Users ages Sampling size 2,500 Data Collection Face-to-face Interview Fieldwork Period Sampling Method Stratified Multi-stage Cluster Sampling Sampling Error Mobile Shopping Usage Rate ±1.96%p (at the 95% Confidence Level) Sampling Design Enumeration Districts (EDs) of the 2010 Population and Housing Census (Statistics Korea) are used as a sampling frame Used the distribution(ratio) of internet users identified by the 2014 Survey on the Internet Usage Executive Summary published by Korea Internet & Security Agency. Glossary Mobile Internet : Internet which can be accessed through the use of a Smartphone, SmartPad, or any mobile devices. Mobile Internet User : Individual who has accessed Mobile Internet in the last month Mobile OTT(Over The Top) : Service that offers broadcast programs through a mobile device with internet connection 1

4 II. Mobile Internet Usage 1. Average Time Spent on Mobile Internet The amount of time spent on Mobile Internet is 1hour 54minutes The amount of time spent on Mobile Internet is 1hour and 54minutes(7minutes increase from last year) in a day. By Mobile Internet Device, the 'Smartphone' was used for the longest time(1hour and 46minutes, 7minutes increase from last year), followed by the SmartPad (52minutes, 12minutes increase from last year). [Figure1] Average Time Spent on Mobile Internet in a Day Mobile Internet Devices Users (Unit : %) Less than 60minutes daily 60-90minutes daily minutes daily More than180minutes All Smartphone Smartpad Daily Average 1hour 54mins Daily Average Daily Average 7mins 7mins 12mins 1hour 46mins 52mins Daily Average 1hour 47mins Daily Average 1hour 39mins Daily Average 40mins 2. Places of Mobile Internet Usage Mobile Internet is most frequently used at home and on public transportation The most popular place to use Mobile Internet is at Home with 87.2% of Smartphone and 83.9% of SmartPad users. [Figure2] Places of Mobile Internet Usage(Multiple Responses) Mobile Internet Devices Users (Unit : %) Smartphone Smartpad Home Public Transportation Work place /School Commercial Facility (Cafe, Restaurant, Shopping Mall, etc.) Street, Park, Outdoors Public Facilities (Public buildings, Airport, Library, etc.) 2

5 3. Frequency of Mobile Internet Usage Frequency: Instant Messenger > SNS > Game > OTT > Banking > Shopping The proportion of individuals who use Mobile Internet service more than once a day was the highest for 'Mobile Instant Messenger(89.1%)', followed by 'Mobile SNS(73.7%)', 'Mobile Game(56.0%)', 'Mobile OTT(20.2%)', 'Mobile Banking(1.5%)' and 'Mobile Shopping(1.5%)'. [Figure3-1] Frequency of Mobile Internet Usage Mobile Internet Devices Users (Unit : %) Less than Once a Month 1-3 Times a Month 1-2 Times a Week 3-4 Times a Week 5-6 Times a Week Once a Day Many Times a Day 0.2 Smartphone More than Once a Day 95.1 Smartpad [Figure3-2] Frequency of Mobile Internet Service Usage Mobile Internet Service Users (Unit : %) Less than Once a Month 1-3 Times a Month 1-2 Times a Week 3-4 Times a Week 5-6 Times a Week Once a Day Many Times a Day Mobile Instant Messenger More than Once a Day Mobile SNS Mobile Game Mobile OTT Mobile Banking Mobile Shopping

6 4. Purposes of Mobile Internet Usage The main purposes of Mobile Internet Usage are Getting Data or Information and Communication The purposes of Mobile Internet Usage are for 'Getting Data or Information(99.8%)', 'Communication(99.5%)', and 'Leisure Activities(96.4%)'. Followed by 'Navigation Services(82.2%) and 'Economic Activities(63.4%)'. [Figure4] Purposes of Mobile Internet Usage(Multiple Responses) (Unit : %) Getting Data or Information (99.8%) News(Current Events, Economy, Celebrity, Sports, Weather, Etc.) Other Information Search and general Websurfing Local Information(Travel, Restaurants, Real Estate, Etc.) Health Information Education ㆍLearning(Online Classes, Dictionary, Etc.) Instant Messenger(Kakaotalk, Line, Etc.) 99.1 Communication (99.5%) SNS(Blog, Website, Community, Twitter, Facebook, Band, Kakaostory, Etc.) Internet Phone(Skype, Voicetalk, Facetime, Etc.) Share/View/Edit Files Photos, Film and Edit Videos 87.3 Leisure Activities (96.4%) TV, Watch or Download Videos Game Radio, Listen or Download Audio(Music) Webtoon E-Book Health/Exercise Tracking and Management Navigation Services (82.2%) Map Navigation Services Arrival Information of Public Transportation(Bus, Subway, Etc.) Safety Services(Location Tracking for Children, Emergency Rescue Etc.) Economic Shopping(Product Service Tickets) 52.2 Activities (63.4%) Financial Services(Banking, Stock Trading, Etc.) Coupon(Discount Gifticons, Etc.)

7 5. Perception on Mobile Internet Usage 72.4% of Mobile Internet Users perceive that Mobile Internet has enhanced their quality of life 72.4% of Mobile Internet Users said that Mobile Internet has enhanced my quality of life, and 71.9% I prefer Mobile Internet to wired internet. Also, more than half of users think that Mobile Internet has increased social participation(55.8%), and Mobile Internet has increased financial benefits(50.4%). On the other hand, 66.3% of users have a Security concerns when using Mobile Internet. [Figure5] Perception on Mobile Internet Usage (Unit : %, score) Strongly Disagree Disagree Neutral Agree Strongly Agree Out of 5 Points Disagree Agree Enhanced Quality of Life Through Mobile Internet Prefer Mobile Internet Over Wired Internet Increased Social Participation Through Mobile Internet (Express Opnion, Donate, Volunteer, Participate in Events, Etc.) Increase Financial Benefit Through Mobile Internet Safety Concerns When Using Mobile Internet

8 III. Major Mobile Internet Services Usage 1. Mobile Instant Messenger A. Mobile Instant Messenger Usage Rate Most Mobile Internet Users utilize Mobile Instant Messenger 99.1% of Mobile Internet Users have used Mobile Instant Messenger in the last month, a 1.3%p increase from last year. [Figure6] Mobile Instant Messenger Usage Rate (Unit : %) All Male Female 's 30's 40's 50's B. Average Time Spent on Mobile Instant Messenger The amount of time spent on Mobile Instant Messenger is 31minutes in a day The amount of time spent on Mobile Instant Messenger is 31minutes and 82.8% of users use it for Less than 60minutes in a day. [Figure7] Average Time Spent on Mobile Instant Messenger in a Day Mobile Instant Messenger Users (Unit : %) 60-90mins (12.2) mins (4.4) More than 180mins (0.5) Less than 60mins (82.8) Daily Average 31mins 6

9 C. Reasons for Using Mobile Instant Messenger The main reason for using Mobile Instant Messenger is It is Used by Friends, Acquaintances, and Others 88.9% of Mobile Instant Messenger Users reason for their usage is It is used by friends, acquaintances, and others, followed by It s free(81.5%) and It allows group chat with many people(56.6%). [Figure8] Reasons for Using Mobile Instant Messenger(Multiple Responses) - Mobile Instant Messenger Users (Unit : %) It is Used by Friends and Acquaintances and Others It is free Allows Group Chat Allows me to Receive Messages Easy to Share Pictures, Voice Messages, Videos, and Files Can Express my Feelings Through Emoticon Stickers Allows for Secret Conversations D. Mobile Instant Messenger Functions The main functions of Mobile Instant Messenger are Chat and File Sharing The functions of Mobile Instant Messenger are Chat(including secret chat, group chat)(97.3%), File Sharing(pictures, videos, and documents)(66.9%), and Free Voice Call(31.2%). [Figure9] Mobile Instant Messenger Functions(Multiple Responses) - Mobile Instant Messenger Users (Unit : %) Chat (Including Secret Chat, Group Chat) File Sharing (Picture, Video, Documents, etc.) Free Voice Call Game Send Gifts Services Through Partnership (Plus Friend, Sales Information, etc.) Payments, Remittance, Make Withdrawals Vote Call a Taxi 7

10 2. Mobile SNS A. Mobile SNS Usage Rate 80.9% of Mobile Internet Users have used Mobile SNS in the last month 80.9% of Mobile Internet Users have used Mobile SNS in the last month, a 13.1%p increase from last year. By age group, the use of Mobile SNS is highest among 20 s(94.8%), followed by 30 s(88.6%) and 10 s(86.5%). [Figure10-1] Mobile SNS Usage Rate (Unit : %) All Male Female 's 30's 40's 50's In terms of proportion of SNS Usage frequency by devices, 88.4% of Mobile SNS Users accessed Mobile SNS through Mobile Internet, and 11.6% through Wired Internet(PC). [Figure10-2] Proportion of SNS Usage by Devices - Mobile SNS Users (Unit : %) Wired(PC) (11.6) Mobile (88.4) 8

11 B. Average Time Spent on Mobile SNS The amount of time spent on Mobile SNS is 27minutes in a day The amount of time spent on Mobile SNS is 27minutes and 85.0% of users use it for Less than 60minutes in a day. [Figure11] Average Time Spent on Mobile SNS in a Day - Mobile SNS Users (Unit : %) 60-90mins (10.4) mins (3.8) More than 180 mins (0.8) Less than 60mins (85.0) Daily Average 27mins C. Mobile SNS Usage Purposes The main purposes of Mobile SNS Usage are To Share Personal Interests and For Hobbies Leisure The purposes of Mobile SNS Usage are To Share Personal Interests(67.1%), followed by For Hobbies/Leisure(65.2%) and To Record of Daily Activities(55.4%). [Figure12] Mobile SNS Usage Purposes(Multiple Responses) - Mobile SNS Users (Unit : %) To Share Personal Interests For Hobby/ Leisure To Record of Daily Activities To Socialize To Share Professional Information and Knowledge For Self- Expression and PR To announce Accidents, Incidents, etc. To Express and Share Opinions about Politics, Current Events For Economic Activity (Product/ Service sales, Advertising Revenue, etc.) 9

12 3. Mobile Shopping A. Mobile Shopping Usage Rate 52.2% of Mobile Internet Users utilize Mobile Shopping 52.2% of Mobile Internet Users utilize Mobile Shopping, a 8.7%p increase from last year. Mobile Shopping Usage Rate is higher for females(58.6%) than for males(46.4%) with a 12.2%p difference, and by age group, the rate is 77.7% for the 20 s, 72.4% for the 30 s and 44.3% for the 40 s. [Figure13-1] Mobile Shopping Usage Rate (Unit : %) All Male Female 's 30's 40's 50's In terms of the type of Shopping Usage by frequency, the proportion of Mobile/Wired(PC)/Offline Shopping Usage among Mobile Shoppers is 29.1%, 14.3%, and 56.6% respectively. The Mobile Shopping Usage proportion is higher for females(30.0%) than for males(28.0%) with a 2.0%p difference, and by age group, the proportion is 31.4% for 10 s, 30.8% for the 40 s, 29.3% for the 30 s, 28.0% for the 20 s, and 25.0% for the 50 s. [Figure13-2] Proportion of Mobile Shopping Usage Mobile Shoppers (Unit : %) Offline Wired(PC) Mobile All Male Female 's 30's 40's 50's 10

13 B. Amount Spent on Mobile Shopping The monthly average amount spent on Mobile Shopping is 86,000won The monthly average amount spent on Mobile Shopping is approximately 86,000won, and 39.3% of Mobile Shoppers spend between 50,000 and 100,000won per month on Mobile Shopping. The average amount spent on Mobile Shopping is higher for females(92,000won) than for males(80,000won) with a 12,000won difference, and by age group, the 40 s spend approximately 104,000won, followed by 30 s(95,000won), 50 s(85,000won), 20 s(76,000won) and 10 s(56,000won). [Figure14] Monthly Average Amount Spent on Mobile Shopping Mobile Shoppers (Unit : %, won) More than 150,000won (14.8) 100, ,000won (25.4) Less than 50,000won (20.5) 50, ,000won (39.3) Monthly Average 86,000won C. Mobile Shopping Purchase Mobile Shoppers mainly purchase Apparel, Shoes, Sporting Goods, and Accessories Mobile Shoppers most commonly purchase or pre-order Apparel, Shoes, Sporting Goods, Accessories(78.2%), followed by Reserve/Purchase Tickets for Movies, Performances, etc(50.6%), Cosmetics(35.7%), Coupon(35.5%) and Books, Magazines, Newspaper(31.2%). [Figure15] Items or Services Purchased through Mobile Shopping(Multiple Responses) - Mobile Shoppers (Unit : %) Apparel, Shoes, Sporting Goods, Accessories Reserve/ Purchase Tickets for Movies, Performances, etc. Cosmetics Coupon Books, Magazines, Newspaper Food/ Groceries Reservations/ Purchase Tickets for Transportation, Trip, etc Movie, Pictures, Drawings Music CD or Soundrack Health Supplements Others 11

14 4. Mobile Banking A. Mobile Banking Usage Rate 47.8% of Mobile Internet Users utilize Mobile Banking Services 47.8% of Mobile Internet Users utilize Mobile Banking Services, a 9.6%p increase from last year. The Usage Rate for Mobile Banking is slightly higher for males(48.6%) than it is for females(46.9%) with a 1.7%p difference, and by age group, 65.9% for the 30 s, 56.3% for the 20s and 53.8% for the 40 s. [Figure16-1] Mobile Banking Usage Rate (Unit : %) All Male Female 's 30's 40's 50's In terms of the type of Banking Usage by frequency, the proportion of Mobile/Wired(PC)/Offline Banking Usage among Mobile Banking Users is 53.6%, 13.1%, and 33.3% respectively. The Mobile Banking Usage proportion is higher for males(51.9%) relative to females(55.5%) with a 3.6%p difference, and by age group, the proportion is 55.7% for the 20s, 55.2% for the 30 s, 52.1% for 10 s, 51.7% for the 40 s and 50.4% for the 50 s. [Figure16-2] The Proportion of Mobile Banking Usage Mobile Banking Users (Unit : %) Offline Wired(PC) Mobile All Male Female 's 30's 40's 50's 12

15 5. Mobile Cloud A. Mobile Cloud Usage Rate 41.7% Mobile Internet Users utilize Mobile Cloud 41.7% of Mobile Internet Users utilize Mobile Cloud. The Usage Rate for Mobile Cloud is higher among males(43.0%) relative to females(40.3%) with a 2.7%p difference, and by age group, it is highest in the 20 s(62.5%), followed by 10 s(46.9%) and the 30 s(44.5%). [Figure17] Mobile Cloud Usage Rate (Unit : %) All Male Female 's 30's 40's 50's B. Reasons for Using Mobile Cloud The main reason for using Mobile Cloud is It s Easy to Autosave, Update, Manage Files, etc. 65.2% of Mobile Cloud Users reason for their usage is It s Easy to Autosave, Update, Manage Files, etc., followed by It Does not Require a Storage Device Such as External Drive, USB Memory, or Any Other Data Storage Device(65.2%), It s Easy to Handle Large-Sized Files(44.0%) and It Allows Me to Handle Saved Files on Various Devices(43.2%). [Figure18] Reason for Using Mobile Cloud(Multiple Responses) - Mobile Cloud Users (Unit : %) Easy to Autosave, Update, Manage Files, etc Doesn t Require a Storage Device Such as External Drive, USB Memory, etc Easy to Handle Large-Sized Files Can Handle Saved Files on Various Devices Low Possibility of Losing and Damaging Files Can Use Saved Files with Others Others 13

16 C. Mobile Cloud Services The most commonly used service of Mobile Cloud is the 'Streaming Service' Mobile Cloud Users mainly utilize 'Streaming Service(Listen to Music, View videos, etc.)(91.0%), followed by 'Storage Service(Upload/Download Files, Share Folders/Files, etc.)(68.8%), 'Manage Private Information (Calendar, Mail, Contacts)(57.6%) and 'Synchronization of Contents/Files between Devices(23.6%). [Figure19-1] Mobile Cloud Services(Multiple Responses) - Mobile Cloud Users (Unit : %) Streaming Service (Listen to Music, View Videos, etc) Storage Service (Upload/Download Files, Share Folders/Files, etc) Manage Private Information (Calendar, Mail, Contacts) Synchronize Contents/Files between Devices The proportion of Mobile Cloud Usage is higher than that of Wired(PC) Cloud Usage in 'Streaming services(80.7%)', 'Management of Private Information(79.3%)', 'Device Synchronization (76.9%)' and 'Storage Service(66.8%)'. [Figure19-2] The Proportion of Cloud Usage Mobile Cloud Users (Unit : %) Mobile Wired(PC) All Streaming Service Management of Private Information Device Synchronization Storage Service 14

17 6. Mobile OTT A. Mobile OTT Usage Rate 18.4% of Mobile Internet Users utilize Mobile OTT 18.4% of Mobile Internet Users utilize Mobile OTT more than once a month. The Usage Rate for Mobile OTT is slightly higher for males(19.4%) than it is for females(17.3%) with a 2.1%p difference, and by age group, it is the highest in the 20 s(33.3%), followed by 21.2% for 10 s and 19.7% for the 30 s. [Figure20] Mobile OTT Usage Rate (Unit : %) All Male Female 's 30's 40's 50's B. Average Time Spent on Mobile OTT The amount of time spent on Mobile OTT is 21minutes in a day The amount of time spent on Mobile OTT is 21minutes, and 87.3% of users spend Less than 60minutes in a day. [Figure21] Average Time Spent on Mobile OTT in a Day) Mobile OTT Users (Unit : %) mins (4.7) 60-90mins (7.9) More than 180mins (0.1) Less than 60mins (87.3) Daily Average 21mins 15

18 C. Services Used through Mobile OTT The most commonly used service of Mobile OTT is 'Video On Demand(VOD)' Mobile OTT Users mainly utilize Video On Demand(VOD)(82.4%), followed by 'Live Broadcast Programs(14.4%)' and watching 'Video Clips(Trailers, Highlights, etc.)(3.1%)'. [Figure22] Services Used through Mobile OTT - Mobile OTT Users (Unit : %) Video On Demand(VOD) Live Broadcast Programs Video Clips(Trailers, Highlights, etc) All Male Female 's 30's 40's 50's 16

19 IV. Mobile Devices Usage 1. Length of Mobile Device Ownership The average length of Smartphone ownership is 1year and 8months Mobile Internet Users have owned their current Smartphone for 1year and 8months on average, and 74.0% for less than 2years. The average length of SmartPad ownership is 1year and 9months, and 67.1% have owned it for less than 2years. [Figure23] Length of Smartphone Ownership Mobile Internet Devices Users (Unit : %) Length of Smartphone Ownership More than 36months (6.3) 24-36months (19.8) Less than 12mnoths (21.1) 12-24months (52.9) Length of SmartPad Ownership More than 36months (8.9) 24-36months (24.0) Less than 12months (27.3) 12-24months (39.8) Average 1year 8months Average 1year 9months 2. Factors Considered in Purchasing Mobile Devices When purchasing a Smartphone, Device Exterior is the most commonly considered, but Cost of Device for a SmartPad When purchasing a Smartphone, 56.0% of users consider the 'Device Exterior(Design)', followed by 'Cost of Device(44.1%)', 'Wireless Carrier(34.5%) and 'Screen Size(34.5%)'. When purchasing a SmartPad, 48.0% of users consider of the 'Cost of Device', followed by 'Device Exterior(Design)(42.6%)' and 'Screen size(39.6%)'. [Figure24] Factors Considered in Purchasing Mobile Devices(Multiple Responses) - Mobile Internet Devices Users (Unit : %) Smartphone SmartPad Device Exterior (Design) Cost of Device Wireless Carrier Screen Size Monthly Bill (Excluding Down Payment) Device Manufacturer(Apple, Samsung Etc) and Convenience of A/S Screen Resolution Ease of Control and Convenience (Touchpad, Keyboard, etc) Operating System(OS) (ios, Android, Windows Mobile, etc) Others 17

20 3. Mobile Applications Usage Among installed applications, the proportion of those in use is 21.7% for Smartphone, and 22.0% for SmartPad Among the total number of applications installed on the Smartphone(48.0 on average), the number of applications that have been used in the last month is 10.4 on average, about 21.7% of the total number of installed applications. Among the total number of applications installed on the SmartPad(31.8 on average), the number of applications that have been used in the last month is 7.0 on average, about 22.0% of the total number of installed applications. [Figure25] The Number of Installed Applications and the Number of Applications Used in the last Month Mobile Internet Device Users (Unit : %) More than 100 (7.1) Total Number of Installed Applications More than 20 (12.8) Number of Applications Used in the Last Month Less than 5 (15.8) Smartphone (19.5) (14.2) Less than 25 (30.9) (28.4) (10.4) (30.6) 5-10 (30.4) 48.0 Applications on Average 10.4 Applications on Average Total Number of Installed Applications Number of Applications Used in the Last Month SmartPad (1.3) (11.5) (39.7) More than 100 (3.8) Less than 25 (43.8) (5.8) (20.2) 5-10 (37.6) More than 20 (3.5) Less than 5 (32.9) 31.8 Applications on Average 7.0 Applications on Average 18

21 V. Appendix : Mobile Internet Usage Among the 50 s 1. Mobile Internet Usage Rate and Perception The usage rate and level of awareness of Major Mobile Internet Services are relatively low among the 50 s In comparison to all Mobile Internet Users, the usage rate of major services among Mobile Internet Users in their 50 s was lower for Mobile SNS(20.4%p), Mobile Shopping(0.7%p), Mobile Shopping(28.8%p), and for Mobile Banking(9.1%p). [Figure26] Usage Rate of Mobile Internet Services Among the 50 s (Unit : %) All 50's Mobile SNS Mobile Instant Messenger Mobile Shopping Mobile Banking The level of Knowledge and Skills Related to Mobile Internet among the 50 s(3.27) was 0.54 lower than the total average(3.81), which shows a lower level of understanding about Mobile Internet relative to other age groups. Among the 50 s, The Intention to Pay Extra Fees for Mobile Internet Use(3.07), and the perception that Mobile Internet Has Increased Financial Benefits(3.15) are relatively low. [Figure27] Perception of Mobile Internet Usage among the 50 s (Unit : score) 전체 50 대 Prefer Mobile Internet to Wired Internet Quality of Life is Enhanced by Mobile Internet Have Security Concerns when Using Mobile Internet Increase Social Participation Through Mobile Internet (Express Opinion, Donate, Volunteer, Participate in Events, etc) Has Enough Knowledge and Skills Related to Mobile Internet Increased Financial Benefits Through Mobile Internet Willing to Pay Extra Fees for Mobile Internet Use 19

22 2. The Increase in Mobile Internet Services Usage The usage rate of major Mobile Internet Services among the 50 s has dramatically increased in comparison to other age groups The Usage Rate of Mobile SNS among the 50 s has increased from last year s 36.7% to 60.5%, a 23.8%p increase. Furthermore, the Usage Rates of Mobile Banking(27.5% 38.7%, 11.2%p ), Mobile Instant Messenger (92.0% 98.4%, 6.4%p ) and Mobile Shopping(19.0% 23.4%, 4.4%p ) among the 50 s have increased from last year. [Figure28] Comparison of the Increase in Usage Rates of Mobile Internet Services Mobile Internet Service Users (Unit : %) 6.4%p s %p %p %p Mobile SNS Mobile Instant Messenger Mobile Shopping Mobile Banking All %p %p %p 9.6%p Mobile SNS Mobile Instant Messenger Mobile Shopping Mobile Banking 20