Online Communities and Personal Homepages in Korea: A Preliminary Report

1. Online Communities and Personal Homepages in Korea:A Preliminary Report Joung-Im Kim Chan-Hyoung Cho Eun-A Na Presented at the 5th Asia Pacific Internet Research Alliance (APIRA) International Conference 20-23 December 2008, Lijiang, China

2. Research Problem 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.

3. Research Questions 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?

4. The Main Data: The 2008 Survey on the Internet Usage (by NIDA) 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) from the 2005 Population and Housing Census by the 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

5. Uses of Online Communities in Korea

6. Changes in Internet Use in Korea: 2000-2008 Source: National Internet Development Agency (NIDA) of Korea. (September 2008). 2008년인터넷이용실태조사: 요약보고서. [Survey on the Internet usage: A summary report.] Seoul, Korea: Korea Communications Commission, & NIDA. [In Korean.] Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

7. Extent of Use of Online Communities 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.

8. Extent of Use of Online Communities: The Most Recent Use 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 15.8 Between 1 week ~ 1 month ago 15.2 18.6 34.4 Between 1 to 3 months ago 3.4 4.2 38.6 Between 3 to 6 months ago 0.8 1.0 39.6 Between 6 months ~ 1 year ago 6.4 7.9 47.4 Not used online communities over 1 year 12.1 14.9 62.3 Never used online communities 30.7 37.7 100.0 Total 81.5 100.0 Missing System 18.5 Total 100.0 Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

9. Extent of Use of Online Communities

10. Extent of Use of Online Communities (OCs): The Average Number of OCs 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.

11. Extent of Use of Online Communities: Frequency of Use • 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. Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

12. Extent of Use of Online Communities: The Average Amount of Time Spent • 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, Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

13. Profiles of the Online Community Users • 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 15-19 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. Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

14. Profiles of the Online Community Users • 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 Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

15. Profiles of the Online Community Users • 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 45.5% of those with 2 million to less than 3 million won 40.5% of those with 1 million to less than 2 million won 48.7% of those with less than 1 million won Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

16. Profiles of the Online Community Users • 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 ??? Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

17. Main Uses of Online Communities The first reason for using online communities (cafés/clubs): • For socializing 50.7% • For interesting/fun stories, photos, videos, etc. 14.5% • For information needed for work/study 12.4% • For hobby/leisure activities (incl. info. Sharing) 10.9% • 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% Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

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

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

20. Diffusion of Blogging in Korea

21. Blog Services in Korea Major blog services in Korea*: Cyworld Minihompy - Most popular (http://www.minihompy.com) Naver Blog Igloos Nate Tong Yahoo Blog MSN Korea Space Google blogger.com & more… __________ * Kim, Young Joo. (2005). 블로그: 1인미디어의가능성과한계[Blog: Possibilities and limits of one-person media]. Seoul: 한국언론재단[Korea Press Foundation].[In Korean.]

22. Blog Services in Korea 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.

23. Extent of Using Others' Blogs/"Minihompys": Most Recent Use • 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. Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

24. Extent of Using Others' Blogs/"Minihompys": Frequency • 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. Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

25. Main Uses of Others' Blogs/"Minihompys" The first reason for using others’ blogs/minihompys: For socializing 52.2% For getting information for daily life (incl. cooking, health, finance, etc.) 19.3% For obtaining information needed for work/study 10.8% For reading/viewing interesting/fun stories, photos, videos, etc. 7.6% 5. For obtaining information on hobby/leisure activities or personal interests 7.2% 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%

26. Extent of Managing Own Blog/"Minihompy": Most Recent Visit • 32.9% of the Internet users of at least 6 years old reported visiting or managing own blog/“minihompy” within the past 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. Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

27. Extent of Managing Own Blog/"Minihompy": Most Recent Visit Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

28. Extent of Managing Own Blog/"Minihompy": Frequency • 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. Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

29. Profiles of the Bloggers in Korea • Sex:42.3% of female 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 15-19 years olds); 42.4% of the 30s 19.6% of the 40s 13.8% of the 50s 6.9% of 60 years old or older • Urban/Rural: 41.4% of urban dwellers, and 37.3% of rural dwellers Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

30. Profiles of the Bloggers in Korea Educational attainment: 49.7% of college graduates or higher 44.9% of middle school graduates 37.4% of high school graduates 33.3% of elementary school graduates of less School level for students: 83.5% of graduate school students 80.6% of college students 75.4% of high school students 69.9% of middle school students 25.3% of elementary school students

31. Profiles of the Bloggers in Korea Monthly household income: 46.0% of those with less than 1 million won 43.7% of those with 4 million won or more 42.1% of those with 3 million to less than 4 million won 38.4% of those with 2 million to less than 3 million won 38.2% of those with 1 million to less than 2 million won

32. Profiles of the Bloggers in Korea Occupation: 58.4% of students 51.7% of white collar workers 44.8% of those “not working”/other 40.4% of professional/managerial workers 28.3% of service/sales workers 27.7% of housewives 19.1% of those in production-related jobs 6.6% of those in farming/fishing Again, function of needs and time availability ???

33. Main Uses of Own Blog/"Minihompy" The first reason for managing own blog/minihompy: For socializing 36.9% For recording daily life 34.4% For sharing information needed for work/study 13.4% For sharing hobby/leisure activities or personal interests 5.6% For posting interesting/fun stories, photos, videos, etc. 4.1% 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 on current affairs, social issues, etc. 0.3% For economic activities (selling products/ services, advertising, etc. 0.0% 10. For other reasons 0.2%

34. OC 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.

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

36. Questions and/or suggestions? Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

37. Mahalo!

38. Facators Contributing to the Use of Online Communities Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

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

40. Factors Contributing to the Ownership of Blog/"Minihompy" Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008

42. National Internet Development Agency (NIDA) of Korea. (December 2007). 블로거인터넷이용실태분석. [Analysis of bloggers’ Internet usage.] (Analysis of Internet issues, No. 07-02]Seoul, Korea: NIDA. [In Korean.] Joung-Im Kim, Chan-Hyoung Cho, & Eun-A Na (APIRA 5, Lijiang, China, Dec. 22, 2008