웹툰 이용자 세분화 및 마케팅 전략: 유료 결제 경험을 중심으로 = Webtoon user segmentation and marketing strategy: focusing on the paid experience

국문 초록 (Abstract)

본 연구는 네이버 웹툰 이용자를 대상으로 설문을 실시하여 유료 결제 경험을 기준으로 이용자를 세분화하였다. 군집분석을 활용하여 유료 이용자와 무료 이용자를 구분하고, 이를 기반으로 맞춤형 마케팅 전략을 제안하였다. 연구 결과, 유료 이용자와 무료 이용자는 2개의 군집으로 구분되었다. 군집 별 특성을 분석한 결과, 무료 이용자들은 ‘경제적 이득’을 중요시하고 다양한 웹툰을 접하는 데 중점을 두는 반면, 유료 이용자들은 ‘즐거움’을 중요시하고 전반적으로 유료 결제에 긍정적인 태도를 보이는 것으로 나타났다. 유료 이용자 군집에게는 비하인드 콘텐츠, 굿즈 연계 마케팅 등 충성도 강화 전략을, 무료 이용자 군집에게는 유료 전환을 유도하기 위한 스토리 블록 결제 모델, 미리보기 콘텐츠 등의 전략을 제안하였다. 본 연구는 웹툰 이용자의 유료 결제 경험을 기준으로 군집분석을 수행하여 이용자를 세분화하고, 이용자의 다양한 특성을 반영하여 정교한 군집을 도출했다는 점에서 기존 연구와의 차별점을 갖는다. 또한, 디지털 콘텐츠 산업에서 유료화 전략 설계의 실증적 근거를 마련했다는 점에서 의의를 갖는다.

다국어 초록 (Multilingual Abstract)

This study aims to segment webtoon users based on their paid content experiences, thoroughly examine their motivations and consumption behaviors, and propose targeted monetization strategies accordingly. Originating in South Korea, webtoons have gained global recognition as a prominent form of digital comics, fueled by mobile-first platforms such as Naver Webtoon and Kakao Webtoon. As the industry evolves from an entirely free-access model to increasingly diversified paid models—such as early access, episode rentals, and full-series purchases—platforms continue to face challenges in converting free users into paying customers. This growing disparity underscores the need for user-centric segmentation and more granular strategy development to boost platform profitability and user retention.
To explore this issue, the study conducted a structured online survey of 272 individuals who had used the Naver Webtoon platform. The questionnaire gathered comprehensive information on demographics, consumption motivations, usage patterns, payment tendencies, and genre preferences. Using K-prototype clustering, respondents were initially classified based on their paid usage experience into two primary categories: paid users (n=203) and free users (n=69). These categories were then further segmented based on consumption intensity and attitudinal differences.
Among paid users, two core segments emerged. The first, labeled “Fantasy/SF Enthusiasts – High-Frequency Paid Users,” was composed mainly of males in their 30s who exhibited deep engagement with content, high spending (over 10,000 KRW per month), and strong genre loyalty. The second segment, “Romance Enthusiasts – High-Frequency Paid Users,” included predominantly females in their 20s with moderate spending levels (1,000–5,000 KRW monthly), characterized by frequent platform use, emotional attachment to characters, and active merchandise consumption.
Free users were also segmented into two groups: “Action Enthusiasts – High-Income Free Users” and “Comic Enthusiasts – High-Income Free Users.” Both groups consisted of males in their 40s and 50s with relatively high incomes. However, unlike paid users, they displayed sporadic usage patterns and placed greater emphasis on economic factors, preferring quick, low-commitment engagement with content that is easily accessible and cost-free.
Across all groups, clear distinctions emerged in terms of engagement level, usage behavior, and genre preference. Paid users demonstrated sustained and consistent usage patterns with genre-specific loyalty, while free users adopted more selective and cost-conscious consumption strategies. In particular, paid users were more strongly motivated by enjoyment, accessibility, and relaxation, whereas free users prioritized affordability and time-killing as primary motivations. These findings align with the Uses and Gratifications Theory, which posits that media choices are driven by users’ desire to satisfy specific needs—emotional, functional, or social.
Notably, the analysis also revealed that free users, despite being less likely to pay, tended to be older and more affluent than paid users. This challenges the assumption that higher income naturally correlates with willingness to pay and suggests the influence of psychological or behavioral barriers in adopting paid services. Based on these insights, the study proposes the following monetization strategies: First, platforms should expand genre-based subscription models targeting users with high engagement in specific genres such as fantasy and romance. By offering affordable monthly plans for genre-specific content, platforms can drive recurring revenue and strengthen long-term user loyalty. Second, for free users, content bundling and cross-media promotions can serve as a gentle introduction to paid content. For example, during the release of webtoon-based films or dramas, platforms can highlight original webtoon episode...