In contrast to China and Japan, Western social networks like Twitter and Facebook have pierced the market despite all the success of the local networks (Cyworld and Me2day). The use of Western social networks by Koreans (and Asians in general) and their commercial importance continue to increase in the eyes of the American Internet giants. So, Facebook recently opened a sales office in Singapore in order to increase its advertising revenue in Asia.
The high level of social media use by Koreans also changes the dynamic in the business world. More and more Korean companies use them to increase the visibility of their products and promotions. Online shopping centers have also been created in order to allow companies to benefit from this trend.Read More
Social media have undergone numerous recent transformations while their use has soared. According to a recent study, 25.7 million people (about half of the country’s population) visited a social network site (such as Cyworld, Facebook or Twitter) last July, compared to 16 million a year before that. Korea thus ranks second behind Russia in terms of the increasing trend of social network use growth in the world. More than 25% of the Korean population has a Cyworld account (a local social network) and nearly 90% of young people in their 20s have one. This shows the importance that these networks hold in the lives of Koreans.
Cyworld is a social network site that resembles other networks such as Facebook and Myspace. Launched in 1999, it has several services that resemble the functions of other networks, but offers a distinctive element: each user has a personal page that can be “furnished” as the user wants. Me2day, which is similar to Twitter, was set up by the search engine Naver that has experienced great success in Korea, despite the supremacy of Google. Many Korean social networks have options that resemble those on Western networks.Read More
More and more, the Japanese are using social media to get informed on a mass of subjects, but also to shop. As they tend to ask for advice from their entourage, these users are thus less impressionable through advertising. As a result, this leads to a behavioural modification. Beforehand, the Japanese preferred to pay more in order to get better quality. With the anonymity offered by the internet however, a bridge between the customs of North-Americans and the Japanese can be seen. In fact, the Japanese have begun to buy cheaper products thanks, among others, to the mass arrival of online shops.Read More
Social media on the Internet have exponentially grown in popularity across the world in recent years. One can find numerous social networks on the Internet, some of which have a very precise target audience. Japan is no exception to this phenomenon.Read More