Online Communities and Personal Homepages in Korea: A Preliminary Report

Online Communities and Personal Homepages in Korea:

A Preliminary ReportA Preliminary Report

Joung-Im KimChan-Hyoung Cho

Eun-A Na

Presented at the 5th Asia Pacific Internet Research Alliance (APIRA) International Conference 20-23 December 2008, Lijiang, China

Recent events illustrating the rapid diffusion & effects of online communities and blogs in Korea: Street protests against the Korean government’s

beef import deal with U.S. (believed to be, at least partly, facilitated by the use of online

communities). Celebrities suicides suspected to be caused by

massive negative comments (called “evil replies”) online.

These events have generated much social, political and legislative issues and debates.

Hence posing a need to examine empirically the uses and effects of online communities and blogs in Korea.

Research ProblemResearch Problem

RQ1: To what extent do the Internet users use online

communities in Korea?RQ2: What are the main profiles of the online community

users in Korea?RQ3: What are the main uses of online communities?RQ4: To what extent do the Internet users visit or use others’

blogs/“minihompys”?RQ4a: To what extent do those bloggers manage their own

blogs/“minihompys”?RQ5: What are the main profiles of the bloggers in Korea?RQ6: What are the main uses of own blogs/minihompys?

The survey population: All households and their members of at least 3 years old as of June 1, 2008 nationwide

Sampling frame: 265,350 Enumeration Districts (EDs) fromthe 2005 Population and Housing Censusthe 2005 Population and Housing Census bythe National Statistical Office (NSO)

Sample size: 17,000 households with 41,466 individual household-members

Sampling method: Multi-stage stratified sampling with clusters

Data collection period: June 1 - July 30, 2008

Data collection method: Face-to-face interviews

Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

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77.176.374.872.870.265.559.456.644.7

35,36034,82034,12033,01031,58029,22026,27024,380

19,040

2000 2001 2002 2003 2004 2005 2006 2007 2008

Internet Usage RateEst. No. of Internet Users

Source: National Internet Development Agency (NIDA) of Korea. (September 2008). 2008 년 인터넷이용실태조사 : 요약보고서 . [Survey on the Internet usage: A summary report.] Seoul, Korea: Korea Communications Commission, & NIDA. [In Korean.]

Internet use rate among 6 years old or older (as of June-July of 2008): 77.1% (Male 81.6% & Female 71.5%)

Of those Internet users, 34.4% reported having used online communities (incl. cafés/clubs) within the past 1 month (with 15.8% within the past 1 week). (Next 2 slides)

13.1% having used at least once between 1-11 months ago, 14.9% not having used them over 1 year, and 37.7% never having used them at all.

Hence, 47.4% of the Internet users of 6 years old or older

reported having used online communities within the past 1 year.


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Most Recent Use Online Communities (i.e., online cafés/clubs)

(Only for 6 years old or older who have used the Internet within the past year)

Valid Cumulative Percent Percent Percent

Valid Within the last week 12.9 15.8 15.8Between 1 week ~ 1 month ago 15.2 18.6 34.4Between 1 to 3 months ago 3.4 4.2 38.6Between 3 to 6 months ago 0.8 1.0 39.6Between 6 months ~ 1 year ago 6.4 7.9 47.4Not used online communities over 1 year 12.1 14.9 62.3Never used online communities 30.7 37.7 100.0Total 81.5 100.0

Missing System 18.5

Total 100.0

Most Recent Use of Online Communities (Among the Internet users of, at least, 6 years old)

Between 6 mos.~ 1 yr. ago

8%

Between 3~6 mos.

ago

Not used within the past year

15%

Within the last week16%Never used

37% Between 1 wk~ 1 mo. ago

19%

Between 1~3 mos.

ago

Within the last week

Between 1 wk~1 mo. ago

Between 1~3 mos. ago

Between 3~6 mos. ago

Between 6 mos.~ 1 yr. ago

Not used within the past year

Never used

The average number of online communities used at least once a month by those who used at least one online community within the past one year of (at least 6 years old):

Mean = 2.21 (SD = 2.493), Median = 2.00;

53.9% using 2 or more: • 26.8% using 2 on at least once a month on the average,• 15.1% using 3 on the average,• 4.0% using 4 on the average,• 4.5% using 5 on the average, and • 3.5% using 6 or more on the average; and

44.8% reported using only 1 online community.


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Of those who used at least one online community (OC) within the past 1 year of at least 6 years old: 68.4% used once a week or more, and

84.9% used once a month or more.Frequency of Using Online Communities (Cafˇs /Clubs)

(Only for 6 years old or older who have used the Internet within the past year)

Percent Valid

Percent Cumulative

Percent At least once a day 8.8 22.7 22.7

At least once a week 17.7 45.7 68.4 At least once a month 6.4 16.5 84.9 Less than once a month 5.8 15.1 100.0

Valid

Total 38.7 100.0

Missing System 61.3

Total 100.0


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The average amount of time spent for each visit to OC in minutes:

Mean = 35.01 minutes (SD = 46.47), Median & Mode = 30 minutes 60.5% of the respondents reported spending 30 minutes

or more per visit to OC on the average: 34.0% spending 30 minutes (to less than 40 minutes); & 26.5% spending 40 minutes or more.

Put differently… 95.0% of the respondents reported spending 1 hour or

less per visit to OC on the average: 73.5% spending 30 minutes or less;

• 39.2% spending 20 minutes or less, &• 34.3% spending 21-30 minutes;

3.7% spending 31-40 minutes, 17.7% spending 41-60 minutes,


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Sex: 47.5% of male and 47.1% of female Internet users of 6 years old or older used online community within the past 1 year.

Age group:

76.4% of the 20s;

58.1% of the 30s;

52.3% of the 10s (with 59.7% of 12-19 years olds --

38.4% of 10-14 years olds &

66.4% of 15-1966.4% of 15-19 years olds);

37.9% of the 40s;

22.9% of the 50s;

8.9% of 6-9 years olds; and

8.8% of 60 years old or older

used online community within the past 1 year.

Urban/Rural: 48.3% of urban dwellers, and 42.8% of rural dwellers used online community within the past 1 year.


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Educational attainment:

63.4% of college graduates or higher

48.1% of high school graduates

41.2% of middle school graduates

27.0% of elementary school graduates of less School level for students:

82.5% of college students

80.1% of graduate school students

66.8% of high school students

57.9% of middle school students

21.1% of elementary school students


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Monthly household income:

51.6% of those with 4 million won or more

50.6% of those with 3 million to less than 4 million won



48.7% of those with less than 1 million won


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Occupation:

67.1% of white collar workers

55.6% of professional/managerial workers

53.6% of students

45.7% of those “not working”/other

39.4% of housewives

41.1% of service/sales workers

28.6% of those in production-related jobs

13.4% of those in farming/fishing

Function of needs and time availability ???


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The first reason for using online communities (cafés/clubs):

1.1. For socializingFor socializing50.7%

2. For interesting/fun stories, photos, videos, etc. 14.5%3. For information needed for work/study 12.4%4. For hobby/leisure activities (incl. info. Sharing) 10.9%5. For information needed for daily life (incl. cooking,

health, finance, etc.) 5.8%6. For sharing personal interests (incl. fan club activities) 5.3%7. For expressing/sharing opinions on current affairs,

social issues, etc. 0.1%8. For other reasons 0.1%


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A blog/“minihompy” refers to a personal web/blog site or homepage “that allows users to record or publish journals, column, articles and other” information, including photo images and videos “to share with others” (NIDA, 2007, p. 5).

Diffusion of Blogging in KoreaDiffusion of Blogging in Korea “ Weblog-in-Korea” was established as the first blog user

group in December 2001*. In August 2002, www.blog.co.kr began as the first

commercial blog service in Korea*. Nevertheless, diffusion of blogging among the general

public started since 2003, when a Korean-style blog called “minihompy” began its rapid diffusion*.

Among the portal sites, “Hanmir” (currently “Paran.com” after merging with “Hitel” in 2004) launched the first blog service in Korea*.

As can be seen in next slide, however, the rate of diffusion of blogging began slowing down since 2006*.

_________• National Internet Development Agency (NIDA) of Korea. (December 2007). 블로거

인터넷이용실태분석 . [Analysis of bloggers’ Internet usage.] (Analysis of Internet issues, No. 07-02] Seoul: NIDA. [In Korean.]

http://www.blog.co.kr/

Diffusion of Blogging in KoreaDiffusion of Blogging in Korea

Diffusion of Blogging: June 2005 - June/July 2008(Among the Internet users of, at least, 6 years old)

46.5 47.451.9

55.0

30.7

37.1 38.4 39.6 40.0 40.4 40.8

0

10

20

30

40

50

60

June 2005 Dec. 2005 June 2006 Dec. 2006 June 2007 Dec. 2007 Jun-Jul2008

Time

Perc

en

t of

the I

nte

rnet

Use

rs o

f 6

years

or

old

er

Users of Other's Blog

Blog Owners

Blog Services in KoreaBlog Services in Korea

Major blog services in Korea*:Cyworld Minihompy - Most popular

(http://www.minihompy.com)Naver Blog IgloosNate TongYahoo BlogMSN Korea SpaceGoogle blogger.com

& more…__________* Kim, Young Joo. (2005). 블로그 : 1 인 미디어의 가능성과 한계 [Blog: Possibilities and

limits of one-person media]. Seoul: 한국언론재단 [Korea Press Foundation]. [In Korean.]

http://www.minihompy.com/

Blog services (such as Igloos) may be growing

rapidly in Korea, because it is easy to design blogs as desired, and manage unique blogs with various Plug-in functions (Yunhap News, November 22, 2007).

As the Internet evolves to become “Easy Web” with its simplicity and ease of use, micro-blogs (with a 250-character limit, e.g., “Play Talk” http://playtalk.net and “me2DAY” http://me2DAY.net) are becoming very popular.

Blog Services in KoreaBlog Services in Korea

http://playtalk.net/

http://me2DAY.net/


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42.1% of the Internet users of at least 6 years old reported using other’s blog/”minihompy” within the past 1 month (with 28.2% within the past 1 week);

12.8% having used at least once between 1-11 mos. ago; only 0.3% not having used them over 1 year; and 44.7% never having used them at all.

In other words… 55.0% of the Internet users of 6 years old or older reported having used blogs/minihompys within the past 1 year. Almost all (99.4%) of those ever used others’ blogs/ “minihompys” (i.e., 55.3% of the Internet users of 6 years old or older) used it at least once within the past year.

In other words… 55.0% of the Internet users of 6 years old or older reported having used blogs/minihompys within the past 1 year. Almost all (99.4%) of those ever used others’ blogs/ “minihompys” (i.e., 55.3% of the Internet users of 6 years old or older) used it at least once within the past year.


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Of those who used at least 1 other’s blog/minihompy within the past 1 year of at least 6 years old: 75.2% used once a week or more, and 85.1% used once a month or more.

Frequency of using others' blogs/minihompys (Only for 6 years old or older who have used the Internet within the past year)

Percent Valid Percent

Cumulative Percent

At least once a day 18.2 40.6 40.6

At least once a week 15.5 34.6 75.2

At least once a month 4.5 10.0 85.1

Less than once a month 6.7 14.9 100.0

Valid

Tota l 44.8 100.0

Missing System 55.2

Tota l 100.0

The first reason for using others’ blogs/minihompys:

1. For socializing52.2%

2. For getting information for daily life (incl. cooking, health, finance, etc.)

19.3%3. For obtaining information needed for work/study

10.8%4. For reading/viewing interesting/fun stories,

photos, videos, etc. 7.6%

5. For obtaining information on hobby/leisure activities or personal interests

7.2%ü For learning about the owners of certain

blogs/minihompys 0.9%

7. For expressing/sharing opinions on current affairs, social issues, etc.

0.8%8. For shopping or searching information on

products/services, etc. 0.7%

9. For other reasons 0.4%


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32.9% of the Internet users of at least 6 years old reported visiting or managing own blog/“minihompy” within thepast 1 month (with 23.1% within the past 1 week);

7.8% visited/managed at least once between 1-11 mos. ago; 5.6% not having visited/managed own blog/minihompy over 1

year; and 53.7% never having visited/managed at all.

In other words… 40.8% of the Internet users of 6 years old or older reported

having visited/managed own blog/minihompy within the past 1 year. 88.01% of those ever visited/managed own blog/minihompy (i.e., 46.3% of the Internet users of 6 years old or older) visited or managed it at least once within the past year.

In other words… 40.8% of the Internet users of 6 years old or older reported

having visited/managed own blog/minihompy within the past 1 year. 88.01% of those ever visited/managed own blog/minihompy (i.e., 46.3% of the Internet users of 6 years old or older) visited or managed it at least once within the past year.


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Most Recent Visit to Own Blog/Minihompy (Only for 6 years old of older who have used the Internet within the past year)

Percent

Valid Percent

Cumulative Percent

Within the last week 18.8 23.1 23.1

1 week ~ 1 month ago 8.0 9.8 32.9

1 to 3 months ago 3.9 4.7 37.7

3 to 6 months ago .8 1.0 38.7

6 months ~ 1 year ago 1.7 2.1 40.8

Not visited/managed over 1 year

4.5 5.6 46.3

Never visited/managed 43.8 53.7 100.0

Valid

Tota l 81.5 100.0

Missing System 18.5

Tota l 100.0


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Of those who updated own blog/minihompy within the past 1 year of at least 6 years old (“bloggers”): 67.5% did so once a week or more, and 93.2% once a month or more.

Frequency of Updating Own Blog/Minihompy (Only for 6 years old of older who have used the Internet within the past year)

Percent Valid

Percent Cumulative

Percent

At least once a day 11.5 34.6 34.6

At least once a week 11.0 32.9 67.5

At least once a month 8.5 25.7 93.2

Less than once a month 2.3 6.8 100.0

Valid

Tota l 33.2 100.0

Missing System 66.8

Tota l 100.0


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Sex: 42.3% of femalefemale and 39.4% of male Internet users of 6 years old or older reported having

visited or managed own blog/minihompy within the past 1 year.

Age group: 74.3% of the 20s

61.8% of the 10s (with 69.7% of 12-19 years olds --47.9% of 10-14 years olds &

76.1% of 15-1976.1% of 15-19 years olds);42.4% of the 30s19.6% of the 40s13.8% of the 50s 6.9% of 60 years old or older

Urban/Rural: 41.4% of urban dwellers, and 37.3% of rural dwellers

Educational attainment:

49.7% of college graduates or higher44.9% of middle school graduates37.4% of high school graduates33.3% of elementary school graduates of less

School level for students:83.5% of graduate school students80.6% of college students75.4% of high school students69.9% of middle school students25.3% of elementary school students

Monthly household income:

46.0% of those with less than 1 million won

43.7% of those with 4 million won or more




Occupation:

58.4% of students51.7% of white collar workers44.8% of those “not working”/other40.4% of professional/managerial workers28.3% of service/sales workers27.7% of housewives19.1% of those in production-related jobs 6.6% of those in farming/fishing

Again, function of needs and time availability ???

The first reason for managing own blog/minihompy:

1. For socializing36.9%

2. For recording daily life34.4%

3. For sharing information needed for work/study 13.4%4. For sharing hobby/leisure activities or personal interests

5.6%5. For posting interesting/fun stories, photos, videos, etc.

4.1%6. For sharing information for daily life

(incl. cooking, health, finance, etc.) 3.7%

7. For self-expression and PR 1.5%

8. For expressing/sharing opinions oncurrent affairs, social issues, etc.

0.3%ü For economic activities (selling products/

services, advertising, etc. 0.0%

10. For other reasons 0.2%

OC Users & BloggersOC Users & Bloggers

75% of those used OC within the past year also used other’s blog/minihompy within the same time period, while only 36.9% of those non users of OC did.

63.0% of those used OC within the past year also visited or managed own blog/minihompy within the same time period as well, while only 20.7% of those non users of OC did.


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The diffusion of both online communities and blogs/minihompys are in their “early majority” stage, & their uses are constantly being “reinvented” in Korea (Rogers, 2003).

Given their current uses as important communication media (esp. by younger age Internet users), their effects

on individuals and society need to be carefully examined at all relevant aspects (incl. research, services, legislations,

etc.) so as to promote their development and uses to be pro-social, and to minimize their dysfunctions.

Our analysis continues to examine main factors contributing the uses of online communities and blogs in Korea…

In closing…In closing…


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Questions Questions

and/or and/or

suggestions?suggestions?

Mahalo!Mahalo!


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National Internet Development Agency (NIDA) of Korea.

(December 2007). 블로거 인터넷이용실태분석 . [Analysis of bloggers’ Internet usage.] (Analysis of Internet issues, No. 07-02] Seoul, Korea: NIDA. [In Korean.]

Documents

Online Communities and Personal Homepages in Korea: A Preliminary Report