comScore, Inc. , a leader in measuring the digital world, has released its first overview of Web usage in South Korea. The report includes a ranking of the most visited Internet properties, based on the comScore World Metrix audience measurement service, and the top search properties, based on the comScore qSearch service. In April 2009, 28 million people in South Korea age 15 and older accessed the Internet from home and work locations, consuming an average of 4,158 pages of content and spending an average of 26 hours per person online.
“South Korea is regarded as one of the most wired nations in the world, with its high broadband penetration rate and tech savvy population,” said Will Hodgman, comScore executive vice president. “In contrast to other countries around the world where global brands comprise the top Web properties, the South Korean Internet landscape is represented predominantly by local brands. That so many developed local players exist is a testament to South Korea’s technological leadership and its early investment in the online industry.”
Local South Korean companies represent the majority of top Internet properties in the country. NHN Corporation ranked as the top Internet destination in South Korea with 22.7 million visitors in April 2009, reaching 81 percent of the total online population. Daum ranked in second place with 20.5 million visitors (73 percent reach), followed by SK Group, which includes CyWorld, with 20.2 million visitors (72 percent reach).
According to comScore qSearch, 3.4 billion searches were conducted in South Korea in April, a 61-percent increase versus year ago. NHN Corporation, which includes Naver.com, led the search market with 2.1 billion searches conducted on its sites (62 percent search market share), followed by Daum with 680 million searches (20 percent) and Google Sites with 251 million searches (7 percent).