A survey by Nielsen Koreanclick showed that the preferred social networking services among South Koreans differed by their age, with the younger smartphone users favoring Facebook and Instagram, and older generation remaining loyal to KakaoStory and Band.

Nielsen said community-based services appear to have appealed to the older generation by having a specific purpose of their communities with closer interaction and credibility among the members.

The average time spent on social media apps by age showed that those 13-24 lingered longest, 1,074 minutes per month, followed by 25-29 (399 minutes) and 40-59 (292 minutes).