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Kanako Sudo
November 22, 2017

All About dataSpring's Korea Panels | dataSpring EYE ON ASIA

danaSpring's Korea Panels

Introduction

dataSpring launched its South Korean panel website, PanelNow, in March 2010. In this article, we draw on our years of experience in the Region and share some useful tips and provide updated insights on conducting online research in South Korea.

Country Language 

  • Official: Korean
  • Survey: Korean

Regions Covered

We have grouped South Korea into 3 major areas to more easily track survey data for our clients. Depending on the purpose of the survey, we distribute questions into one or a number of the following areas:

  1. Nationwide
  2. Seoul Capital Area (Seoul City/ Incheon / Gyeonggi-do)
  3. Metropolitan (Seoul Capital Area, Busan, Daegu, Daejeon, Ulsan, Gwnagju)

Demographics and Ratio of Panel Composition

Compared to companies of similar panel sizes, dataSpring has a higher count of South Korean teenage panelists. Furthermore, looking at dataSpring's panelist composition ratio by age, panelists in their 20s account for 39.4%. This is due to the fact that South Koreans in their teens and 20s are the most requested panel from our past clients and we have recruited heavily in this demographic. 

 

The above information does not mean we have left out older panelists. Though older panelists are less in number, we have learned that they are more active than younger panelists. However, data collection and response rate for older panelists depends on the location and schedule. For this reason, we recommend to check the feasibility of the survey in advance- possibly using our FREE IR Check tool.

 

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% est. pop. *1 Ratio of Panel Composition for dS panel
Male 50.0% 37.7%
Female 50.0% 62.3%
16-19yo 7.8% 14.7%
20-29yo 19.3% 39.4%
30-39yo 23.0% 27.8%
40-49yo 26.1% 13.4%
50-59yo 23.8% 4.7%

* 1 Reference website: http://kosis.kr/

 

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Income

The concept of SEC is not very common in South Korea. For this reason, we often target individual and household monthly incomes when conducting online surveys.

 

*SEC is the socioeconomic characteristic that a consumer has, defined by variables such as income, educational background, occupation and so on. It stands for Social Economic Characteristics.

% Monthly Household Income

  Ratio of Panel Composition for dS panel
Less than KRW 2,000,000 14.1%
KRW 2,000,000 - 2,999,999 17.0%
KRW 3,000,000 - 3,999,999 18.0%
KRW 4,000,000 - 4,999,999 15.2%
KRW 5,000,000 -5,999,999 11.3%
KRW 6,000,000 - 9,999,999 15.1%
KRW 10,000,000 or higher  9.2%

 

Local Pro Tip:

In 2015, it was reported that the average of women’s age on their first marriage was 30- demonstrating that getting married later was becoming more common. Many women live in their parents’ home while working before they get married. Also, more couples choose to work even after they get married. Because of this, household income tends to be higher than personal income.

 

Ethnic Composition of our Panels

South Korea is among the world's most ethnically homogeneous nations- with 96% of the population being ethnic Koreans. This being the case, it is very rare to specify target conditions and allocations based on ethnic group.

 

Precautions in Conducting Online Research

  • We can ask general ideas about politics but if the questions are too sensitive, we need to check the questionnaire beforehand.
  • Depending on the content of the survey, getting personal information of respondents might be difficult. If you want to get personal information, we recommend you to check with our sales representative in advance.
  • Since the smartphone penetration is quite high (80%), South Koreans have an overall very high IT literacy rate. Based on those characteristics, the IT literacy of online survey respondents are higher than average. The incidence rate of web advertisement contact interval, web campaign recognition rate, and questions regarding web might be higher than the actual condition.

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Final Words

South Korea is a growing economy, with trends coming and going and many businesses are striving to enter its market. It’s no surprise, that it is one of dataSpring’s most in-demand panels.


Before conducting online or mobile surveys in South Korea, it’s important to know its basic profile. For more in-depth information, talk to our Local Experts today!

 

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