Google has surpassed Naver in monthly active users (MAU) within South Korea for the first time since tracking began, signaling a significant shift in the country’s mobile search and application landscape. According to mobile data provider IGAWorks’ Mobile Index, Google’s application recorded 47,022,854 MAU in the preceding month, capturing the top spot in the productivity category.
Naver followed closely with 46,845,017 MAU, trailing Google by 177,837 users. This milestone marks the first time Google has pulled ahead of the domestic portal giant since IGAWorks began compiling related mobile application statistics in March 2021, underscoring how deeply integrated foreign tech platforms have become in daily South Korean digital routines.
The convergence of generative artificial intelligence tools—such as Google’s Gemini—with core search portal functions has accelerated competition across the mobile ecosystem. Industry observers note that while MAU figures do not directly equate to overall market share, the mounting user engagement highlights evolving consumer preferences as platform operators race to integrate advanced AI capabilities.
Shifting User Metrics in South Korea’s Mobile Ecosystem
The gap between the two major applications narrowed rapidly over the preceding one to two years. Google’s application MAU crossed the 40 million threshold in May of the prior year before climbing past 46 million within a 12-month span. Meanwhile, Naver’s application MAU remained relatively stagnant, hovering between 43 million and 46 million users since January 2023.
Generative AI applications have also experienced notable growth alongside traditional search tools. ChatGPT recorded an estimated MAU of approximately 16.46 million, more than double the figures for local competitor Daum, which stood at 6.31 million users. These metrics illustrate a broader transformation in how South Korean consumers access information and interact with digital platforms.
Google’s expansion of Gemini and enhanced AI search features played a critical role in driving its user growth. Domestic and international portal operators alike are actively deploying AI-powered search tools designed to allow users to retrieve comprehensive answers directly, reducing the need to browse multiple separate web pages.
Future Competition and AI Integration
International technology platforms are utilizing accumulated search data from South Korean users to lay the groundwork for upcoming agentic AI functionalities. At the same time, domestic operators including Naver and Daum are rolling out their own proprietary AI search and agentic AI features, setting the stage for heightened competition in the regional market.
Official updates regarding mobile application metrics and regional market trends can be tracked through industry analysis platforms such as IGAWorks’ Mobile Index. Readers are encouraged to share their thoughts or join the conversation in the comments section below.