The most popular smartphone apps used by Korean users across all generations were KakaoTalk, followed by YouTube and Naver.
Instagram, Coupang, Naver Map, T-Map and KakaoT were also commonly used across all generations.
There were differences in app usage by generation, particularly among the under-20s, who used ‘Instagram’, ‘TikTok’, and ‘SNOW’ more than other generations, and the over-50s, who used financial apps more than other generations.
Coupang, Naver, Baedal Minjok and Emart were the retail brands that Koreans spent the most on last year, while G market, 11street, hypermarkets, department stores and convenience stores were also common across all generations.
In particular, those in their 20s and 30s spent more on OLIVEYOUNG, MUSINSA, Agoda and Airbnb than other generations, while those aged 60 and over spent more on home shopping, suggesting that the most popular retailers differ by generation.
The above research was conducted by app/retail analytics service WiseApp-Retail-Goods to estimate the amount of money spent by individuals aged 20 and over in South Korea on credit cards, debit cards, bank transfers and mobile phone micropayments, based on the details shown in the consumer’s payment history. It does not include payments made with corporate cards, corporate remittances, business-to-business transactions or simple payments such as Kakao Pay. For app users, a sample survey of Korean Android and iOS smartphone users was conducted. Google/Apple apps, mobile operators and device research apps were excluded from the survey, with the exception of YouTube.
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