According to a survey conducted by the Ministry of Science and ICT on 2,500 adults on the state of the domestic additional communications business last year, the platforms most used by domestic users are as follows: Instagram (36.3%) for SNS, KakaoTalk (93.5%) for messenger, Naver (52.7%) for search, and KakaoT (86.6%) for taxi calling.
Delivery is dominated by ‘Baemin,’ lodging by ‘Yanolja,’ shopping by ‘Coupang,’ and app market by ‘Google Play.’ The top platforms were Baemin for food ordering and delivery (64.9%), Yanolja for lodging (35.5%), Coupang for e-commerce (38.6%), and Google Play for app market (64.5%).
Users mainly consider factors like the popularity among others, ease of use, and quick delivery when choosing their top platforms. The survey also showed that users are concerned about the high frequency of ads on platforms but are inclined to prefer not providing personal information even if it means seeing ads unrelated to their interests.
In terms of e-commerce, while the multi-homing rate (using two or more digital platform services in the past 3 months) was high at 86.8%, the multi-homing rate (25.5%) and switching rate to a primary service within a year (7.0%) for the app market were the lowest among platform services, indicating a high level of platform lock-in.
However, a significant percentage of app market users are aware of price differences based on payment methods and are willing to use external payment methods if allowed. In particular, if sideloading is allowed, a majority of users expressed their willingness to use other app markets or websites for payment, indicating a potential shift in behavior.