[Big Data Analysis] "E-commerce, OTT, and Camping Experience Rapid Growth Due to COVID-19"

KT Awards Post-Corona Data Visualization Contest
Analysis of Changes in Public Life and Consumer Behavior...57 Teams Participated

Camping Keyword Growth Trend Analysis [Data provided by KT]

[Asia Economy Reporter Kim Heung-soon] An analysis based on big data of changes in consumer life caused by the novel coronavirus infection (COVID-19) forecasted that e-commerce, online video services (OTT), and camping will become widespread.

KT revealed five key findings containing such content on the 13th from the analysis data of 57 teams that submitted final results to the "Post-COVID Data Visualization Competition," which aimed to identify what changes COVID-19 brought to the public's lifestyle and consumption patterns through big data analysis.

Increase in Delivery Due to COVID-19 Benefits Only a Few

As time spent at home increased due to COVID-19, the frequency of food delivery usage rose sharply. The problem is that although delivery usage increased, it was concentrated among a few. Among 804 stores targeted for big data collection, the top 10% accounted for about 57% of delivery orders, and the top 25% accounted for about 82%. In particular, the top 5% of stores each week accounted for about one-third of total delivery sales. KT explained, "Delivery services have been shown to provide limited help in overcoming the crisis in the dining industry caused by COVID-19."

Polarization of 'Gashimbi vs Gaseongbi' Consumption Intensifies... Steady Consumption Activities Among Those in Their 20s

COVID-19 caused polarization in consumption patterns. The so-called 'Gashimbi' (emotional satisfaction relative to price) consumption, where people continue to consume what they prefer regardless of high prices, stood out. Golf, which prospered after COVID-19, is a representative example. At the same time, 'Gaseongbi' consumption, which aims to buy necessary items as cheaply as possible, also stood out. Despite COVID-19, consumption activities among people in their 20s remained steady. In the untact (non-face-to-face) era, those in their 20s, familiar with mobile and web shopping, continued their consumption activities, and internet shopping among this age group persisted even as the distribution population increased.

Rapid Growth of E-commerce and OTT... Need to Enhance Trust Through Real-Time Video

COVID-19 became an opportunity for e-commerce to grow rapidly. People in their 40s and 50s, who were less familiar with e-commerce compared to those in their 20s and 30s, actively used e-commerce marketing. Additionally, OTT usage time, such as Netflix, surged. Although online purchasing became mainstream, the problem is that online (non-face-to-face) has greater uncertainty compared to offline (face-to-face). Therefore, there was also a forecast that 'OTT-type promotion,' which provides various information through real-time video to increase trust, will be spotlighted.

E-commerce Search Volume Growth Trend Analysis [Data provided by KT]

Green Light for Health, Sports, and Kitchenware... Red Light for Duty-Free Shops and Entertainment Industry

Health, sports, and kitchenware were unaffected by COVID-19 and are expected to continue growing. Home shopping and gift certificate sectors grew in response to the spread of COVID-19 but are also declining rapidly, predicted to return to levels similar to before COVID-19. On the other hand, culture, dining out, and tourism saw sharp declines in consumption due to COVID-19, but their recovery speed is fast, indicating that the outlook is not entirely bleak. Duty-free shops and the entertainment industry are expected to continue experiencing a prolonged recession after COVID-19 due to slow recovery.

Tourism Industry Facing a Cliff, Can 'Untact' Be the Breakthrough?

Big data also showed that the tourism industry was directly hit by COVID-19. Not only did sales plummet, but the floating population at tourist sites also drastically decreased. However, card spending data showed increased sales in sportswear and leisure goods. Additionally, mentions and searches related to camping on social network services (SNS) surged significantly after the spread of COVID-19. Participants who conducted the big data analysis advised that the tourism industry should actively utilize untact methods to quickly escape the recession.

KT held the award ceremony for this competition via real-time streaming, awarding the Grand Prize (3 million KRW) to 'Supiwa Dubu,' the Excellence Award (1.5 million KRW) to 'forMoon,' the Merit Award (1 million KRW) to 'Peanutree,' and the Encouragement Awards (250,000 KRW) to 'samkim' and 'Data Miners,' respectively.

The participating teams conducted analysis for one month in July based on six months of public big data without legal restrictions?covering floating population, consumption, delivery, membership, etc.?provided by the telecommunications big data platform (www.bigdata-telecom.kr). The 57 analysis reports will be available for anyone to view after registering as a member on the telecommunications big data platform starting on the 19th.