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Dable Publishes Report On South Korean Media Consumption Trend For 2020

Naver ranks No.1 by taking over 43% of the Media Traffic Source while Facebook declines

Photo by Patrick on Unsplash

Dable, a leading global content discovery platform, recently published its 2020 South Korean media content consumption trend report. Dable, based in South Korea, provides content recommendation solutions to 2,800 media in Asia through real-time big data processing and personalization technology. 

The company’s second report, titled ‘2020 Media Content Consumption Trend – a comparison of content consumption during the second half compared to the first half of the year’ presents the content consumption trends in 2020 as well as the content consumption trends by media category in the second half of 2020 compared to the first half.

The ‘2020 Media Content Consumption Trend’ published by Dable

“The outbreak of COVID-19 has brought about immense changes throughout society. The content consumption behavior of users have also changed a lot,” said Dable CEO, Seungkook Baek. “Our report finds that content consumption through PC has increased as more time is spent indoors as well as the content consumption rate of the age group 45 and above. And the rate of the media traffic source, entering through Google or Dable’s recommendation solutions centered on Naver and Facebook, is on the rise.”

Dable analyzed the user’s content consumption behavior from January 1, 2020 to December 31, 2020 targeting South Korean media in partnership. The company divided the media into eight categories of;

  • Broadcasting/Press Agency
  • Daily News
  • Entertainment
  • Economic Magazine
  • Expert Magazine
  • Magazine
  • Online Medias
  • Sports.

March recorded the highest content consumption, and October the lowest in 2020. Content consumption in the second half of 2020 decreased by 12% compared to the first half of the year. Content was consumed in the order of Daily News(37.7%), Broadcasting/Press agency(25.3%), and Sports(13.1%) by media category. The amount of content consumed decreased in almost all media categories in the second half of the year compared to the first half, except sports which increased by 8%.

The average number of articles a user consumed on a media website per month appeared to be 3.89 cases. The media category that scored the highest was Daily News(4.87) and Online Medias(4.14) with Expert Magazine(2.53) scoring the lowest. The average dwell time when a user visits a media website was 55.5 seconds. The average dwell time by media category appeared in the order of Magazine(72.9 seconds), Expert Magazine(67.4 seconds), and Daily News(62.9 seconds), with Sports(44 seconds) recording the lowest. Both average monthly content consumption per person and the average dwell time per visit decreased in the second half compared to the first half of the year.

The result for checking the traffic source to media websites revealed Naver(43.4%) to rank first, followed by Kakao(11.1%), Facebook(9.1%), Google(6.1%) and Dable(5.0%). By observing the change in the traffic source rate in the second half of 2020 compared to the first half Naver, Google, and Dable all increased by 0.5% respectively while Kakao and Facebook decreased by 0.3% and 1.7% respectively.

The content consumption rate by gender showed 57.9% for males and 42.1% for females. For males, media was used in the order of Sports(17%), Broadcasting/Press agency(16%) and Daily News(13%) while for females it was used in the order of Broadcasting/Press agency(18%), Magazine(17%) and Entertainment(15%). The content consumption rate for males in the second half compared to the first half of the year increased by 3%. In general, the content consumption rate for females was high in the Magazine and Entertainment categories, however, it showed an equal rate of 50% for both genders in the second half of 2020.

The content consumption rate by age showed the highest in the 45 to 54 age group(24.1%) followed by the age groups 55 to 64(20.6%), 35 to 44(20.4%), 25 to 34(20.2%), 65 and above(7.5%), and 18 to 24(7.2%). This rate appeared to be high in the Broadcasting/Press agency and Sports categories among all age groups. On the other hand, the group with the high consumption rate for Magazines was by youths aged 18 to 34, Entertainment by the middle-aged group 35 to 54, and Daily News by seniors aged 55 and over. 

The rate of content consumption among the middle-aged group and seniors increased significantly in the second half of 2020 compared to the first half. In particular, the content consumption rate among seniors over 55 years of age increased by more than 10% in media categories of Economic Magazine, Broadcasting/Press agency, and Daily News.

Baek added, “I’m sure that this report will help us understand the users’ content consumption behavior and predict the changing media environment in South Korea. Dable will continue to strive to provide useful information through various data analyses.” 

Read the 2020 Media Content Consumption Trend Report and learn more about Dable from the website.

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