Nearly 10 Million Users in One Month... What’s Behind the Surge in Digital Onnuri App?

Digital Onnuri App Surpasses 12.3 Million Subscribers
Clear Impact of 'Sangsaeng Payback'... Nearly 10 Million New Users Since Launch
Expansion of Digital Onnuri Gift Certificate Usage Expected

The number of users of the 'Digital Onnuri' application has surged. Last month, it was found to have the largest increase in users among all domestic service apps. The total number of registered users increased by nearly 10 million in just one month. This is attributed to the 'Sangsaeng Payback' effect. With a user base now exceeding 10 million, the expansion of Digital Onnuri gift certificate usage and the future digital transformation of small businesses are expected to be positively impacted.

According to the Ministry of SMEs and Startups on October 17, the number of Digital Onnuri app registrants reached 12.3 million as of October 15. This was due to an influx of 9.5 million new users since September 15, when applications for Sangsaeng Payback began. Sangsaeng Payback is a program that, from September to November, reimburses 20% of the monthly increase in card spending compared to last year's monthly average-up to a maximum of 100,000 won per month-in the form of Digital Onnuri gift certificates, for all citizens aged 19 or older. To apply for Sangsaeng Payback and use the reimbursement, users must install and register for the Digital Onnuri app.

Not only did the number of registrants increase, but the monthly active users (MAU) also rose significantly. The Digital Onnuri app was newly launched in March, integrating both mobile and card payment functions for Onnuri gift certificates. According to Mobile Index by the data platform company IGAWorks, Digital Onnuri had 1.61 million users in March. Until August, when it reached 1.85 million, the numbers fluctuated only slightly. However, in September, coinciding with the Sangsaeng Payback application period, the number of users soared by 3.12 million to reach 4.97 million. This represents a 169% increase, making it the app with the largest user growth last month according to Mobile Index analysis. The second-highest increase was recorded by the used goods trading app Danggeun, which gained only 900,000 new users, highlighting the remarkable growth of Digital Onnuri.

The activation of Digital Onnuri is also considered significant in terms of support policies for small businesses, according to industry experts. This is because Digital Onnuri gift certificates are mainly used in traditional markets and neighborhood commercial districts. The Ministry of SMEs and Startups aims to accelerate the digital transformation of small businesses through policies utilizing various big data. With 10 million registered users and 5 million monthly active users, this user base is expected to drive such policies forward. The ministry plans to prioritize expanding the places where Digital Onnuri can be used and improving the app service so that gift certificates can be used more conveniently.

Meanwhile, the Ministry of SMEs and Startups announced that a total of 10.58 million people applied for Sangsaeng Payback during the first month of registration, and a total of 241.4 billion won was paid out as payback in September. As of October 9, 4.15 million applicants had qualified for the payback, with an average payment of approximately 58,000 won per person. Lee Daegun, Director of Small Business Policy at the Ministry of SMEs and Startups, stated, "Sangsaeng Payback is a policy where public participation in consumption directly translates into revitalizing the real economy."