Paid subscribers of generative AI services spend 1.7 times more time daily using AI than average users amid the artificial intelligence boom, according to a new survey.
Consumer Insight released these findings in the second issue of its "Weekly GAI Market Pulse" report.
The survey found paid users significantly exceeded overall averages in both frequency and duration of use. While 22% of all users reported using AI "multiple times a day," the figure rose to 34% among paid subscribers—1.6 times higher. Daily usage time averaged 130 minutes for paid users compared to 77 minutes for all users, a 1.7-fold difference.
Differences also emerged in the breadth of service experience. All users had tried an average of 3.4 AI services to date, while paid users had tried 5.0. However, the number of AI services used within the past month was similar—2.0 for all users and 2.1 for paid users. This suggests paid subscribers focus on using core services more deeply rather than expanding to more platforms.
The most common use among all users was "research and information search" at 53%. Paid users also ranked this highest at 42%, though relatively lower at 0.8 times the overall average. Paid subscribers showed stronger preference for production and execution purposes. "Coding and data analysis" was 2.1 times higher than the overall average, while "workflow automation and productivity support" was 1.8 times higher.
Perceptions of AI also differed. While 44% of all users viewed AI as a "tool or machine," only 29% of paid users shared this view. Conversely, 12% of paid users perceived AI as "family, friend, or colleague"—1.9 times the 6% overall average. The proportion viewing AI as an "expert" was also higher at 15% versus 11% overall.
Consumer Insight noted that paid users tend to view generative AI as a working partner—colleague, expert, or teacher—rather than a simple convenience tool. "To increase paid conversion rates, it is more important to provide experiences where AI functions like a colleague or expert within actual workflows, rather than messaging it as 'AI that searches better,'" the firm emphasized.
Consumer Insight has been conducting the "Weekly GAI Market Pulse" survey since January 2026, tracking generative AI usage experiences among 800 adults aged 18-65 nationwide each week. This report analyzed AI service usage behavior of paid users compared to overall averages, based on survey data from 1,600 respondents over the fourth week of January and first week of February.
Despite subscription fees reaching around 30,000 won ($22) monthly, the number of consumers paying for generative AI continues to grow. According to Sensor Tower's "2026 State of Mobile" report, domestic generative AI in-app purchase revenue exceeded $200 million last year, surging approximately 450% from less than $40 million in 2024.