Professional Documents
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Just three years out from the 2018 Winter Olympics in PyeongChang, many
marketers are turning their sights on South Korea. Widely considered to be
one of the most connected and Internet-savvy countries, South Koreans have
distinct habits when it comes to the consumption of online media.
This whitepaper explores the role of culture when it comes to how, where
and with what purpose people in South Korea engage on Twitter, and how
their engagement compares to other markets. These findings can be used
as an indication of South Korean consumers engagement on social media
overall and offer important implications for marketers targeting South Korean
consumers on Twitter. The findings in this report are part of a larger series
from 360i that compares Twitter usage in the U.S., U.K., Brazil and India.
Key Findings
1.
Twitter users in South Korea are always on. In addition to posting consistently throughout the day, South Korean users are more
likely to post late in the evening compared to other markets analyzed, specifically between the hours of 9 p.m. and 1 a.m. Availability of
affordable, fast-speed wireless Internet means South Korean users are able to post frequently on their mobile devices at any given time or
location.
2.
Twitter is a platform for expressing frustration. A notable portion of conversations revolve around the frustration experienced in
everyday situations such as in school or in the workplace. With 90 percent of the user sample consisting of teenagers and young adults,
South Koreas highly competitive and stressful culture appears to fuel the large majority of posts expressing negative sentiment.
3.
Anonymity leads to more personal engagement. Anonymity plays a notable role in determining how open a Korean user is to sharing
information online. For example, anonymous users are 1.5 times more likely than identifiable users to share something personal about
themselves. Marketers will want to keep this in mind and ensure engagement does not come at the cost of a user having to reveal too
much about his or herself.
S. Korea
89%
Brazil
38%
India
11%
62%
54%
46%
76%
U.K.
24%
82%
U.S.
18%
Desktop/Laptop
S. Korea
Brazil
India
70%
9%
20%
54%
U.K.
51%
U.S.
S. Korea
Brazil
India
U.K.
U.S.
I am disappointed in myself. I am
too afraid to confront my fears.
Female
PERCENTAGE OF CONVERSATION
BY TYPE OF EMOTION
S. Korea
7%
33.8%
3% 3.5%
9%
8%
14.9%
8.5%
12.4%
1%
Brazil
12.5%
25%
10%
12%
11.5%
9.5%
8.5%
12%
1.5%
India
20.8%
U.K.
14.2%
9.1%
11.2%
29.9%
Neutral
Joy
Trust
Fear
Surprise
TOPIC BREAKDOWN OF
NEGATIVE POSTS
6%
Sadness
8.1%
5.6%
8.1%
3.5% 6.1%
2.5% 6.1%
8.6%
9.6%
11.2%
8.6%
9.1%
39.9%
8.6%
U.S.
13.7%
3.6%
11.7%
13.6%
5.1%
16.2%
13.7%
Disgust
Anger
Anticipation
4%
7%
7%
42%
48%
41%
15%
8%
20%
2%
Personal
Travel
Other People
Food & Drink
Hobbies
Teens
20s
30s
40+
PERCENTAGE OF CONVERSATION
INCLUDING BRAND MENTIONS
15%
5.5%
4.5%
S. Korea
3%
Brazil
India
U.K.
U.S.
Conversation (@reply)
Original Content
72%
63%
23%
92%
87%
84%
72%
Brazil
India
U.K.
Brazil
India
U.K.
U.S.
35%
S. Korea
S. Korea
U.S.
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Methodology
This data comes from 360is research and analysis conducted
January 2014 to April 2014 on Twitter conversations spanning
31st March, 2013 - 30th September, 2013. A random sample
of 200 posts was collected and analyzed from public Twitter
profiles.
About 360i
360i is an award-winning agency that drives results for
Fortune 500 marketers by making brands culturally relevant
amid the rapid pace of consumer behavior change. 360i is a
highly strategic creative and media partner for clients that
brings together digital specialization in insights, strategy,
social, influencer marketing, search, analytics and media
with a deep understanding of how people discover brands
and share stories across all channels. 360i is the only agency
to be named a Top 3 agency on Advertising Ages Agency
A-List three years in a row, and MediaPosts OMMA Agency
of the Year two years straight. The agencys clients include
Coca-Cola, Mondelez, Pernod Ricard USA, Toyota and HBO.
For more information, visit blog.360i.com or follow us on
Twitter @360i.