The statistics on the left are summarized from Universal Mccan's report on Social Media (Full PDF here).

The numbers reveal that South Koreans are active participants in the blogosphere, compared to their Western counterparts, with the highest level of participation(writing) and reading rates.

1. Mostly teens, with more female teen bloggers than male.
2. For bloggers in their 30s, the trend is reversed, with more male bloggers than female.
   
3. Casual blogging dominates, with popular topics being music, personal blogs, animation, photos, game, travel, movies, technology and Japan.
   
4. Blog content is rich in multimedia (photos, videos, etc)

1. The primary reason for blogging is to communicate with their acquaintances.

   a) Korean bloggers blog mainly to put down their thoughts and communicate with their friends and acquaintances.
   b) In case of the U.S., 33.9% of the respondents answered that the primary reason for them blogging is to raise their own awareness in their own field as a industry leader to other people while in Korea, 41.8% of the respondents answered that they blog to write down their thoughts and 19.3% of the respondents answered that they blog to communicate with the acquaintances.
   c) It shows that Korean bloggers mainly use their blog as a tool for communicating their thoughts and feelings with other people. (blog as a very personal space)
   

2. One among three Korean bloggers is posting about a company or its brand on their (the bloggers’) blog once a week. They are willing to participate in product reviews for digital contents and mobile phones through their blogs.
3. Korean bloggers tend to make correction on their past postings by themselves.
4. Korean bloggers highly trust on company websites and press releases.
5. Companies need to be careful when they PR their company or the products through blog posting. Majority of Korean bloggers tend to see their blog as personal space, therefore, they tend to see a company’s PR pitching intrusive.

• Google is a search technology that uses robots in an effort to identify and classify all of the information on the internet, whatever the language.
• Naver, on the other hand, does not search the internet. It is a Korean-language database, created for Koreans, to help them collectively answer questions, which explains why "Knowledge-In" is the most popular service.

2.21 Daum TV (a site with videos and UGC content)

• The Korea Music Copyright Association sued NHN and NHN Services, which operate the country’s largest portal Naver, and Daum Communications and Daum Service for copyright violation last December. They were fined a total of W240 million in the summary indictment.
  (Source: Seoul Digital City)

2.22 Daum Maps ( similar to the concept of Google Maps, but limited to South Korea)

• There have been reports that the high quality satellite images on Duam have been censored, with comparisons between the images from Daum Maps and Google Maps
  
  
• Privacy issues are another concern, with the Korea Times describing Daum Maps as "a detailed photographic map of Korea which offers crystal-clear views of landscapes, buildings, roads and the sushi restaurant you reserved for dinner."
  
  
• Competition in the Map segment also comes from other players in the portal space like Naver, Yahoo Korea, Paran and Google Korea.
  Daum currently leads the industry with it's high quality images. (Korea Times: Daum Plans Eye-Catching Map Service), but faces competition as Koreans are more accustomed to visiting Naver.

2.23 Daum Blogs

2.3 Paran

2.5 Google Korea