Among the interesting findings of the survey are that users on average access the mobile internet 12.3 times per day and that 95.5 percent of users employ a smartphone to access the internet. The small minority of people (4.2%) who still use 3G feature phones only access the mobile internet 3.5 times per day, and users of smart tablets access it only 3.3 times a day on average. The dominant trend is toward usage of smartphones.
The data on locations where people most often use the mobile internet is summarized in the bar graph above (click to see a full size version of the graphic The translations from Korean of the title and bar labels are my own.) While the most common location for using the mobile internet is the home, the chart underscores the highly mobile nature of Korean society today. Communication while "on the move" in buses, trains, subways or cars ranks second, followed by parks and outdoor locations, then coffee shops, restaurants and shopping malls. Incidentally, Seoul now has the highest density of coffee shops in the world, a trend that started with Starbucks entry into the local market in 1999.
Although usage of LTE is rapidly increasing, the single most common method of accessing the mobile internet in South Korea today is by a WiFi (referred to in the survey as Wireless LAN) connection, as shown in the second graphic. Nearly three quarters of all respondents in the nationwide survey reported using WiFi. WiBRO, the mobile WiMax standard developed by Korea and launched here before LTE became commercially available, is still being used, but constitutes a small percentage of overall usage. A breakdown WiFi users in the survey (click to see a full size version) shows that it is an extremely important means of access, led by home usage and use while traveling or commuting.
Not surprisingly, the survey also shows that people in the younger demographic groups make the heaviest use of mobile internet. Overall the top three reasons (each cited by more than 90% or respondents) for using the mobile internet are 1) to obtain data or information including search, 2) for communication including instant messaging and 3) for leisure including music, television programs and games. When it comes to television, of course, most smartphones in Korea are equipped to receive digital multimedia broadcasting which is advertiser-supported and free to the user.
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