The 2024 Target Report (Image courtesy of MezzoMedia)
SEOUL, Aug. 27 (Korea Bizwire) – A recent survey has revealed that young adults in South Korea are at the forefront of changing media consumption habits, with 20-somethings spending an average of 70 minutes daily on online video streaming services (OTT).
The “2024 Target Report,” released on August 26 by MezzoMedia, a digital marketing firm under CJ ENM, sheds light on generational differences in media usage and advertising engagement across South Korea.
The study, which surveyed 1,000 individuals aged 15 to 59 in Seoul, Gyeonggi Province, and five major metropolitan areas, found that while the overall average daily OTT viewing time was 56 minutes, those in their 20s significantly exceeded this benchmark.
Age-based viewing patterns showed a clear generational divide. Following the 20-somethings, those in their 40s averaged 56 minutes, 30-somethings 54 minutes, teenagers 53 minutes, and individuals in their 50s 46 minutes of daily OTT consumption.
Smartphones emerged as the primary viewing device across all age groups. However, secondary preferences diverged, with teens and 20-somethings favoring tablet PCs, while those 30 and above opted for traditional television sets.
The survey also highlighted a growing trend of younger generations moving away from conventional TV viewing. Less than 20% of respondents under 40 reported watching terrestrial or cable broadcasts on television.
In contrast, over 20% of those in their 40s and 50s still prefer traditional TV formats. Notably, 16% of teens and 19% of 20-somethings reported not watching TV at all.
Social media usage patterns also varied across age groups. While Instagram ranked as the top platform across all demographics, Naver’s blog service came in second for those aged 20 and above.
Interestingly, 20-somethings stood out in their use of Naver blogs for personal journaling. Teenagers, however, favored X (formerly Twitter) as their second choice, primarily for entertainment content and celebrity updates.
The effectiveness of different advertising formats also showed generational disparities. Teens and 20-somethings responded well to native advertising seamlessly integrated into content.
Those in their 30s preferred social media feed ads, while individuals 40 and above found portal site main page advertisements most effective.
For short-form video ads, younger demographics were more receptive to influencer recommendations and reviews. In contrast, those 30 and above showed a preference for informative advertisements.
Lina Jang (linajang@koreabizwire.com)
