カテゴリー : Trending | サブカテゴリー : software Development trending 投稿日 2023-11-14 16:43:41
How is social media in Japan?
As one of the most
advanced economies in the world and the first industrialized country in Asia,
Japan has a robust digital infrastructure that supports a thriving internet
economy. Despite this, the adoption of social media and other internet tools
has been slow in Japan. Prior to the pandemic, it was not uncommon to see many
Japanese people still using these so-called “dumb phones” on the street.
However, by 2023, Japan
has witnessed a marked increase in social media engagement, with approximately
81% of the population now active on various platforms. Although this reflects a
significant shift, Japan still trails behind neighboring countries like South
Korea, where the adoption rate stands at 91%. This lag is often attributed to
Japan’s aging population, as under 5% of social media users are above the age
of 65, a demographic that constitutes nearly 30% of the population.
Lately, there has been
a noticeable trend of increasing internet adoption among the elderly in Japan,
including the use of services such as social media and internet phone calls
(such as Line call). A government survey has highlighted this trend, revealing
that users in their 60s spend an average of 52.6 minutes on social media
platforms, a time that is merely eight minutes less than what users in their
40s spend.
Growing adoption of
social commerce
The pandemic has
catalyzed a shift in business practices, with merchants increasingly migrating
online to connect with customers, especially as concerns over transmission and
physical restrictions hamper in-store sales. With a decline in foreign tourism,
building relationships with local customers has become paramount. Luxury
brands, for example, have become hot topics on social media, and those failing
to join the conversation risk losing control over their public image.
In response, some of
Japan’s luxury brands like Gucci, LVMH, and Prada have inaugurated official
accounts on platforms like LINE, where they feature local celebrities and offer
tailored information. Many also maintain regional profiles on both local and
international social media platforms. Recent surveys, such as one conducted by McKinsey,
reveal a growing trend of consumers researching and purchasing across channels,
actively exploring online options. The intersection of digital convenience and
consumer interest indicates a promising horizon for online engagement in Japan.
LINE is the leading
platform in Japan, it’s similar to WhatsApp and is increasingly positioning
itself as a one-stop-shop for various services, or so-called super app.
Although some younger users in Japan find LINE less attractive as it is often
too family-heavy or company-heavy and packed with a bunch of irrelevant chat
groups, it is still considered the most important platform in Japan.
Twitter and Instagram
is significantly popular among teenagers and those in their 20s, with a usage
rate of 67.4% and 78.6% respectively. Instagram has seen consistent growth
since its the government began its survey in 2015 (Heisei 27), and for the
first time, it has surpassed Twitter, becoming the second most popular
platform. The younger generations, particularly those in their 20s, have shown
a high usage rate for Instagram at 78.6%.
While Facebook’s usage
has increased or remained stable in most age groups compared to the previous
year, it shows the lowest utilization rate among teenagers. This trend may
suggest that younger generations are gravitating towards other platforms, while
Facebook continues to be favored by older demographics, particularly those aged
40 and above. Additionally, the adoption rate within these older age groups has
been steadily rising over recent years.
TikTok, on the other
hand, has experienced a noticeable surge in usage across all age brackets,
especially among teenagers, where the adoption rate exceeds 60%. In terms of
growth rate, we even see users aged between 40-60 almost doubling its adoption
rate over the past year. Even though TikTok has not broadly launched its
commerce feature in Japan, the platform is still cherished by merchants, thanks
in part to its algorithms that favor viral content.
YouTube, on the other
hand, continues to be the preferred video-sharing platform, with an
exceptionally high usage rate of over 90% in all age groups except the 50s and
60s.
