"Unprecedented Crisis" Yet User Traffic Surges... Record App Usage Instead of "Leaving Coupang"

From 15.7 Million Before the Incident to 17.98 Million on December 1
Average Transaction Value Dipped Then Recovered... New App Installations Surged
Most Users Appeared to Check or Update Personal Information
Experts: "App Usage Driven by Conveni

Despite an unprecedented incident in which the personal information of 33.7 million people was leaked, consumers continued to choose Coupang. Usually, security breaches at major platforms are followed by member attrition and reduced usage, but the Coupang case showed the opposite trend. The number of visitors and application (app) installations increased, and the time spent within the app also grew longer. This reflects a consumer mindset that is more focused on checking whether their information is safe, rather than leaving immediately.

According to Mobile Index by IGAWorks on December 5, Coupang’s daily active users (DAU) reached 16.25 million on November 29, the day the incident occurred, up 3.8% from the previous day. The following day, November 30, DAU rose to 17.45 million, and on December 1, it climbed to 17.98 million. This represents an increase of over 10% in just three days. This is the highest figure since Mobile Index began tracking these statistics. Rather than a brief spike in traffic, the data showed that as the incident escalated, more users accessed the platform.

Because DAU includes anyone who simply logs in, users who opened the app to change personal information or check account status are also counted. An industry insider noted, "In large-scale data breaches, there is a tendency for 'confirmation traffic' to increase before user attrition," adding, "This data shows that consumers wanted to directly check the circumstances and scope of the incident."

The increase in app installations was even more pronounced. On November 25, there were 11,590 new installations, but on the day of the incident, this jumped to 15,741, and surpassed 30,000 on November 30. On December 1, installations soared to 47,700-three to four times the usual level. This figure includes cases where existing users deleted and then reinstalled the app. This indicates that a significant number of users who had withdrawn or deleted the app reinstalled it to check their account status.

The time spent inside the app also increased. The average time per user rose from 8.37 minutes just before the incident to 8.85 minutes on November 29 and 9.18 minutes on November 30. This is a figure that is difficult to explain by simple password changes or checking notifications. Industry analysts say, "Users moved through multiple screens to check addresses, delivery destinations, order history, and payment methods."

Spending initially dipped but then rebounded. The average weekly per-person estimated credit and debit card spending (average order value) was about 50,000 won before the incident, but dropped to 47,470 won on November 29 and 46,076 won on November 30. This reflects consumer anxiety, with increased access but reduced spending. However, on December 1, the average order value rebounded to 55,503 won. The convenience of Coupang’s delivery system and membership-based benefits appear to have prevented immediate user attrition.

Nevertheless, signs of anxiety remain. On social network services (SNS) and online communities, posts certifying account withdrawal and announcing boycotts continue to appear, and the Korea Communications Commission has announced a fact-finding investigation into claims that Coupang’s account withdrawal process is excessively complicated. Depending on the direction of the government’s investigation, consumer behavior may change again in the future.

Experts advise caution in judging the maintenance of user loyalty based solely on short-term indicators. Choi Chul, professor of consumer economics at Sookmyung Women’s University, said, "Convenience is a core factor for e-commerce platforms, so users often check and reuse the app immediately after an incident. However, if the company’s follow-up response is inadequate, loyalty could drop sharply in the mid- to long-term."

There are also calls to emphasize consumer ethics and responsible consumption. Heo Kyungok, professor of consumer industry studies at Sungshin Women’s University, stated, "If companies suffer little damage even after massive personal information leaks, similar incidents could occur at other companies. Consumers must recognize that their choices and actions determine the level of risk management by companies."