SNS topography changes!: Instagram occupied by people in their 30s, 𝕏 and blogs enthusiastic by MZ

✅ SNS topography changes!
: Instagram occupied by people in their 30s, 𝕏 and blogs enthusiastic by MZ

1. Changes in SNS Topography

• SNS usage patterns are changing rapidly, and the once “hip” space often becomes a playground for the elderly
• Intensive Share Competition Among Global Big Tech Companies (Meta, TikTok, 𝕏, etc.)
• Naver, a local company, also responds by diversifying services and targeting new demand groups
• SNS has emerged as an important medium that affects news and industry beyond communication and entertainment

1. Status of Instagram

• It is the largest SNS in Korea and has about 22.15 million users (4-5 out of 10 Koreans have accounts)
• Growth Stalled After Record High At 22.2 Million In August-September 2023
• Less than half of teenagers (19.6%) and 20s (29.8%) users
• The proportion of users in their 30s (22.8%) and 40s (18.4%) is on the rise
• Users in their 50s and older also accounted for a significant proportion of 9.4%
• Average usage per person is 879 minutes, an increase of 10% year-on-year (impact of short-form content)
• Difficult to grow due to excessive advertising and addiction controversy worldwide

1. Rise of 𝕏 (formerly Twitter)

• SNS used by the youngest people in Korea has about 6.37 million users
• Teenagers (43.7%) and 20-somethings (36.4%) accounted for 80.1% of the total
• The number of users in their 30s is 9.1%, which is in the single digit range
• Higher growth rate of 47.5% compared to 3 years ago
• Re-examined as the fastest platform to spread real-time trends
• University Tomorrow’s survey identifies it as a “top-tier trend where the seeds of trends are created” platform

1. Naver Blog’s Unexpected Popularity

• 10th place in the SNS MAU ranking in June based on mobile index (2.94 million users)
• Users in their 20s (33.9%) and teens (19.0%) accounted for the majority (52.9%)
• Estimated actual number of users will be higher including PC-based users
• 72.5% of female users are overwhelmingly high
• Top trending platform with 𝕏 in ‘College Tomorrow’ survey

1. Characteristics of SNS usage patterns

• Preferred platforms are clearly differentiated by age group
• Teenagers and 20s prefer 𝕏 and Naver blogs as trend platforms
• Instagram is transforming into a “playground for adults” as the proportion of users in their 30s and older increases
• The popularity of short-form content intensifies competition among platforms
• SNS has become a key medium for creating and disseminating trends beyond simple communication tools

🗣️’s trend-setter is 𝕏!

Source: Money Today (url.kr/v8q4nk)