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S. Korea: Demographics
Korean Web Users
– Blogs are a mainstream phenomenon
– The young read blogs most often
– Younger male bloggers in Korea are most active in reading blogs
– Tend to be very much action-oriented and willing to spread opinions, good or bad.
– Readership of blogs is significantly higher among ’influencers’ compared to other countries
– Those in 35 – 54 age group are more likely to take action( pro active)
Korea has the highest rate of broadband penetration in the world
– Allows for graphics heavy content to be displayed
– Such content heavily used by social networking site (e.g. Cyworld)
Solid Network Infrastructure
– 3 million Koreans regularly use their mobile phones to log on to the giant Cyworld social networking site.
– Starting to roll out speedy WiMAX data networks that can deliver wireless broadband access to entire cities
Source: Edelman Blog Study Findings
– Cyworld ‘s (with 20 million users) uniquely interconnecting personal homepages
– Users to form a network with their friends and colleagues or make new online buddies
– Form dynamic ,online communities with high degree of trust
– Driven by desire to share ideas and opinions
– High degree of collectivism prevalent on online communities.
– Motivated by desire to maintain harmony but younger Koreans tend to be more vocal and opinionated
Korean Web users blog more about social/entertainment issues
– Tend to blog more about social/entertainment issues rather than business/tech
– Due to the more younger users compared to countries such as US
Edelman Trust Barometer
Segmentation of trust
• Trust in business (46%), NGOs (46%) and media (44%)
• Level of trust in “a person like me” more than trust in experts 59%
Sources Trusted
• Stock or industry analyst reports (61%) are most trusted
• Financial/industry analysts most trusted (60%)
• Blogs as credible information source
• People most likely to: Share opinions online about distrusted companies
Source – Edelman Trust Barometer 2007
premanjali |
Latest page update: made by premanjali
, May 29 2008, 11:45 PM EDT
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