Seoul: For two decades, South Koreans have relied heavily on Naver when accessing the internet, but recent data indicates a shift in how people in the country search for information. Google's mobile app recorded 47.02 million monthly active users (MAUs) in July, surpassing Naver's 46.85 million, as reported by Mobile Index.
According to Yonhap News Agency, while Naver still dominates traditional desktop and direct search traffic with more than 60 percent market share compared to Google's mid-30s, the mobile figures reflect a changing trend in user behavior. Google's growing presence, adding about 8 million Korean mobile users in the last 18 months, is bolstered by its integration of AI features, such as Gemini AI and Circle to Search, which are particularly appealing for mobile users on devices like Samsung Galaxy smartphones.
Traditionally, Korean internet users have navigated major portals such as Naver and Daum, where they would type keywords and sift through links, reviews, and posts. However, the rise of generative AI is altering this routine. AI systems now allow users to ask questions in natural language and receive synthesized answers, which can include images or voice responses. This shift is exemplified by ChatGPT, OpenAI's chatbot, which had 16.46 million Korean MAUs in July, significantly outpacing Daum's 6.31 million.
The move towards AI-powered search has implications beyond user behavior. A government survey conducted in 2025 found that 60 percent of generative AI users had transferred at least half of their conventional search activity to AI platforms. This poses a dual challenge for Naver: maintaining its market share and adapting to technological advancements. Naver's success has been built on a robust domestic ecosystem of news, user-generated content, and community knowledge, but its closed ecosystem is less attractive when AI systems have access to a broader web.
The ramifications of this shift extend to the quality of domestic data as well. A decrease in search traffic on local platforms could lead to a reduction in high-quality Korean data, affecting the foundation for locally developed AI. Policymakers are urged to focus on creating competitive conditions rather than protecting Naver from global competition. This includes providing cheaper computing power, clearer AI regulations, and ensuring fair competition rules.
For Naver, exploring partnerships with global AI developers, such as its investment in Anthropic, and focusing on areas where it has a competitive advantage, like logistics and specialized services, might offer more sustainable opportunities. While monthly search figures may fluctuate, the fundamental change in information-seeking behavior is likely to persist, challenging Naver's longstanding dominance in the Korean internet landscape.