More than two-thirds of internet users in South Korea were participating in social commerce in 2014, according to research from DMC Report. That was up from 58.9% in 2013, while respondents’ likelihood of shopping digitally at all had actually dipped by 2.3 percentage points, to 87.3%.
Primary Device Used for Social Commerce According to Social Commerce Users in Social commerce was significantly more likely among female internet users than among their male counterparts, at 75.2% vs. 60.9%. Women were also 8.1 percentage points more likely than men to shop online at all. Age, however, made little difference to social commerce habits, the survey found.
Smartphones were the most common devices used for social shopping, coming in ahead of desktop PCs by 5 points. Both devices were far more popular than notebook PCs or tablets for this purpose.
Those general patterns held true regardless of gender, though women were significantly less likely than men to use a notebook for social shopping. Broken down by age, differences emerged among respondents ages 40 to 59, who were more likely to shop socially on a desktop than on a smartphone.
eMarketer estimates that overall, 27.6 million people in South Korea will make at least one digital purchase this year?on any device. That translates to about three in four internet users in the country.
