[News Terms] Analyzing 'Seumoldeiteo' Preferences with Customized Analysis

Popular 'Year-End Summary' Service for Viewing Personal Preferences at a Glance

[Image source=Yonhap News]

[Asia Economy Reporter Han Seung-gon] Recently, as the year-end approaches, more people are doing year-end reviews. Year-end reviews refer to personalized data analysis services such as the neighborhoods visited most frequently this year or the genres of movies most enjoyed. It means organizing one's preferences using 'small data.' This approach differs from big data, which analyzes vast amounts of digital data.

In particular, the MZ generation (Millennials + Generation Z, born between the 1980s and 2004) actively posts their personal preference data on social networking services (SNS) or shares it with acquaintances while doing year-end reviews. This is a new trend.

As a result, services providing small data are also gaining popularity. Naver's 'My Webtoon Report' shows users which webtoons they read this year and what genres they consumed. The music streaming service Melon analyzes users' music consumption data and provides information such as 'Artists You've Got Closer To' and 'Artists You've Drifted From.' The business card management service Remember recently launched the '2022 Remember Network Review' campaign, allowing users to easily see whom they met throughout the year by job category. Global companies like YouTube, Spotify, and Instagram already provide users with personalized year-end review data.

From a corporate perspective, these services represent a marketing opportunity. When users share their personal preference data with others, the brands providing the small data are also shared. The international consulting firm Gartner diagnosed that "(The data analysis trend) is shifting from AI (artificial intelligence) methods relying on traditional big data to more diverse analyses using small data, which requires less data."