(image: Korea Bizwire)
SEOUL, June 22 (Korea Bizwire) — The millennial generation’s social media usage rate turned out to be higher than those of older and younger generations in South Korea, a survey showed Tuesday.
The Korea Information Society Development Institute analyzed the Korea Media panel survey that was conducted with the participation of 4,171 households and 10,154 individuals last year.
The analysis revealed that the social media usage rate for all respondents showed an upward trend rising from 47.7 percent in 2019 to 52.4 percent in 2020 and 55.1 percent in 2021.
By generation, millennials recorded the highest usage rate of 83.5 percent. This figure was more than 10 percentage points higher than that of Generation X and Generation Z, and 2.9 times higher than that of the baby boomer generation.
In light of the share of heavy users who use social media for more than two hours a day, Generation Z ranked first with 15.2 percent, far higher than that of other generations.
On average, Gen Zers spent 62 minutes a day using social media, including weekends, followed by millennials at 43 minutes, Generation X at 29 minutes, and baby boomers at 24 minutes.
By platform, Generation Z tended to prefer Instagram and Facebook, while baby boomers used Kakao Story and Naver Band the most.
Millennials showed a clear preference for Instagram (45.4 percent), while Generation X used various platforms evenly, including Facebook, Kakao Story, Instagram and Naver Band.
J. S. Shin (js_shin@koreabizwire.com)
