Key Points:
- Naver remains the most popular search platform in Korea, with YouTube and Google closely following.
- Younger generations prefer platforms like YouTube and X (formerly Twitter), while older users stick to Naver and Daum.
- AI tools like ChatGPT are gaining recognition, but adoption remains relatively low due to limited use cases.
In 2024, the search engine landscape in Korea is undergoing significant changes, with platforms like YouTube, Instagram, and AI tools such as ChatGPT becoming popular alternatives to traditional search engines.
According to the “Search Trends Report 2024” by Open Survey, Naver still holds the top spot as Korea’s leading portal, with 87% of users relying on it for their searches. However, YouTube is catching up quickly, with 79.9% of users favoring it, followed by Google at 65.8%.
David Lee from Open Survey notes, “The rise of multimedia platforms like YouTube has reshaped how Koreans search for information, offering more interactive and engaging content.”
Search habits in Korea vary across different age groups. Younger users (ages 10-20) prefer YouTube and X (formerly Twitter), while older users (ages 40-60) stick to platforms like Daum and Naver. For businesses, understanding these preferences is essential for creating effective marketing strategies. “Tailoring content to match the preferred platforms of each demographic is crucial,” the report highlights.
AI-based tools like ChatGPT are also starting to make an impact, although their use remains limited. While 80.8% of Koreans are aware of ChatGPT, only 34.5% have used it. Most non-users say they don’t find many situations where they need AI assistance. However, as AI technology continues to evolve, it’s expected that more users will adopt these tools in the future.
As digital habits shift in Korea, businesses and marketers need to stay flexible and adapt to new trends, ensuring they remain competitive in this rapidly changing market.
