KT plans to improve its “addressable” TV advertising. (Image courtesy of KT)
SEOUL, Jun. 17 (Korea Bizwire) – A recent study by KT Corporation has revealed that more than half of single-person households in South Korea engage in simultaneous television viewing and mobile device usage, seamlessly combining entertainment with information gathering and online shopping.
On June 13, KT announced the findings after analyzing big data from 3 million households that concurrently utilize the company’s internet TV (IPTV) service, Genie TV, and mobile devices.
According to KT, this behavior of exploring information, watching videos, streaming content, or making purchases on mobile devices while concurrently watching television indicates that TV advertising plays a pivotal role in inspiring consumption.
For instance, during the 2023 Qatar Asian Cup soccer matches in January, an analysis showed that 30 to 40 percent of the study participants watched the games on Genie TV while simultaneously streaming YouTube videos or shopping on Coupang, one of South Korea’s largest e-commerce platforms.
Notably, individuals under 40 were more likely to watch soccer matches on Genie TV while simultaneously using their smartphones to access food delivery apps.
The study also revealed that older age groups and males tended to turn on their TVs more promptly after returning home, with 80 percent of the surveyed households turning on their TVs within an hour of arriving.
Based on these findings, KT plans to improve its “addressable” TV advertising, which combines data accumulated from IPTV digital set-top boxes with individual mobile data from the same households. This approach aims to deliver personalized advertising experiences tailored to each viewer’s preferences.
Kevin Lee (kevinlee@koreabizwire.com)
