South Korea is renowned for its rapid adoption of technological advancements and its deep integration of social media and mobile devices into daily life. Boasting one of the world’s fastest internet connections and an internet penetration rate of 97.4%, the country offers a highly connected environment ideal for digital marketing.
According to Datareportal, at the beginning of 2025, there were 50.4 million internet users in South Korea, making it a promising market for foreign companies aiming to expand their online presence.
Korean Social Media Statistics Overview
Given South Korea’s highly connected population, we would expect to see high engagement with social media platforms, and that certainly is the case. As of February 2025, there were 48.9 million social media users in South Korea, an increase of 597 thousand (+1.2%) from 2024. This represents 94.7% of the country’s population. On average, South Koreans spend 1 hour and 14 minutes a day on social media, using 4.4 different platforms. Usage is evenly split between men and women, with each group accounting for 50% of users.
The main reasons why Koreans use social media are the following:
- Killing time (29.8%);
- Keeping in touch with friends and family (28.1%);
- Finding content (26.6%);
- Seeing what’s being talked about (21.9%);
- Reading news stories (19.7%);
- Posting about their life (14.3%);
- Finding products to purchase (13.5%).
Most Popular Social Media Platforms in South Korea
South Korea has several social media platforms that people outside the country may not be familiar with, alongside the more commonly used platforms like Instagram, TikTok, and YouYube.
Among the country’s domestic platforms, Kakaotalk stands out with a total of 48.9 monthly active users. KakaoTalk is a messaging app similar to WhatsApp, which South Koreans primarily use to stay in touch with family and friends, and it is the preferred app by 49.7% of the surveyed population.
With so many users, Kakao has become a great channel for brands to communicate with consumers, both via Kakao display ads and Kakao channel.
With 23.6 million users, Instagram is growing rapidly, especially among younger generations who prefer short-form content and a minimalist layout. It is used by 63.8% of internet users and it is the app of choice by 22.5% of them. Users spend around 6 hours per month on average scrolling on the platform, 5.2% more than last year.
Another rapidly growing platform is TikTok. In 2025, the platform had 7.18 million users, those aged 18 and above represent 15.9% of the total population. It might not seem very impressive compared with other platforms, but user retention is quite high. Users in TikTok spend an average of 19 hours and 54 mins per month watching short-form videos (17.8% more than in 2024). This means that depending on your sector, you might want to include TikTok marketing in your strategy in the country.
In recent years, Facebook has been experiencing a decline in popularity and it is only preferred by 3.4% of users. The total potential reach of ads on Facebook as of February 2025 is 8.4 million, 650,000 less than the previous year and 15 million less than Instagram.
Despite the large number of qualified professionals in the country, LinkedIn is not a popular social media in South Korea. LinkedIn had around 4.6 million users in early 2025, a 3,000 increase from the previous year.
Lastly, X (formally known as Twitter) resources indicate that the micro-blogging platform had 10 million users at the beginning of 2025, 65.8% of them female.
YouTube, the King of Content
Perhaps you were wondering about YouTube? This social media app is so influential in South Korea that it deserves its own section. With a potential reach of 43.4 million users (91%), YouTube is the king of the game. YouTube users spend an average of 43.26 hours per month watching content. The favorite topics on the platform are:
- Music;
- Mukbang;
- ASMR;
- Movies;
- Noraebang (Karaoke);
- Vlogs;
- News;
- Dramas.
According to Reuters, while Koreans’ consumption of news has been on a decline, when they do check the news, they tend to do so through online sources, making up 79% of the news consumption in the country. Of the social media sites used to consume the news, YouTube was used the most for news, with 51% of respondents saying they use the site to consume and share news. This partly explains the surge in social media use. Koreans tend to see the video platform as a more authentic source than mainstream media, which is viewed as biased.
For more 2025 South Korean youtube trends, check out this article, and for South Korean YouTube marketing tips and tricks, continue reading the article here.
Other platforms
The Future of Social Media in South Korea
As the popularity of social media in South Korea continues to grow, companies are investing more in online marketing services to target this market. Social media has become a crucial channel for companies to reach customers in South Korea, with Instagram and YouTube ads being particularly popular. As South Korea continues to lead the world in terms of internet connectivity and mobile adoption, the country is likely to remain an attractive market.
