Market Trend

Japanese social media trends in 2024 : How to understand the different digital dominance in Japan?

Standard Insights
March 4, 2024

Home to 123.3 million people, Japan stands as one of the most advanced economies in the world and the first industrialized country in Asia. With its robust digital infrastructure, the country supports a thriving internet economy.

Despite this, the landscape of social media in Japan has lagged behind that of its East Asian counterparts, like South Korea, in the adoption of social media and other internet tools.

According to DataReportal’s Digital 2023 Report, 74% of Japan’s total population, or approximately 92 million of them, are social media users, slightly trailing South Korea’s impressive 92.0% social media user rate.

Standard Insights conducted a survey among 750 Japanese individuals in 2023 to gauge the preferences and habits of Japanese social media users, aiming to gain deeper insights into social media in Japan. Discover the findings of our study below.

Social Media Usage in Japan

While the adoption of social media in Japan has been slow, the country is witnessing a noticeable surge in social media engagement.

Social media users, whom young people once predominantly dominated, now encompass a broad spectrum of age groups, indicating the ubiquity and prominence of social media in Japan and its impact on the daily lives of Japanese consumers.

Our survey showed that 46.80% of Japanese use social media daily, while 41.10% use it multiple times a day.

Interestingly, while most Japanese people use social media daily or more, they still pale in comparison to the global average of 6 hours and 37 minutes when it comes to spending the most time online. On average, Japanese people spend just three hours and 45 minutes online per day, the least out of any country surveyed.

(Credit : Standard Insights)

Top Social Media Platforms in Japan

In contrast to globally dominant social media apps like Facebook and Instagram, social media in Japan is ruled by Line, a Korean-owned platform. Similar to WhatsApp, Line is a communication app that is steadily evolving into a one-stop-shop offering a multitude of services, including shopping and fintech.

While some younger users in Japan find Line less appealing due to its large amount of family-oriented and company-related content, as well as the clutter of unnecessary chat groups, it is still the primary platform for social media in Japan. This dominance is demonstrated by our survey, which revealed that eight out of ten Japanese people, or 81%, regularly use Line.

Instagram was the second most widely used platform, with 76.6% of respondents indicating regular use. Additionally, 45.6% of the respondents reported using X (formerly known as Twitter) regularly, closely followed by Facebook at 45.5%.

(Credit : Standard Insights)

Most Japanese use these apps primarily to communicate with their friends and families (75.2%). About half of them, meanwhile, use it for entertainment (52.8%).

Like in other countries, social media in Japan is a primary news source for many respondents (40.70%). Others use these online platforms to shop (16.80%) and work (12.80%).

Social Media Engagement in Japan

Although a considerable percentage of the Japanese population has social media accounts, only a percentage of them engage on these platforms. At least 46.10% of the respondents said they rarely like, share, or comment on online posts.

Only 19.90% of the respondents reported daily engagement, while 18.5% indicated engaging with brands multiple times daily. A smaller proportion, 9.2%, reported engaging with brands every week, while only 6.3% claimed to never engage with brands on social media.

This posits a challenge for marketers and brand managers hoping to gauge Japanese consumers and build brand awareness and loyalty through social media. Strategies to encourage regular engagement, such as interactive campaigns or personalized messaging, may be necessary to overcome the relatively low overall engagement rates.

E-Commerce and Social Media in Japan

Our findings revealed that a majority of Japanese respondents, comprising 55.10%, have not made direct purchases through social media platforms.

However, a notable 35.1% confirmed that they have made purchases directly through these online channels, highlighting the increasing significance of e-commerce in the consumer landscape.

When Japanese consumers make online or in–store purchases, they tend to show moderate interest in following brands on social media, reflecting a diverse range of responses.

In our survey, respondents were asked to rate their inclination to follow brands on a scale of one to ten, with a rating of 10 indicating the highest likelihood of purchasing a product or service.

A majority of 24.3% of Japanese consumers selected option 5, indicating a mid-level likelihood of following brands after a purchase.

Meanwhile, a significant portion reported lower interest levels, as demonstrated by options 1 (12.8%) and 3 (12.8%), ranking 2nd and 3rd, respectively.

On the other hand, 8.70% of respondents expressed a strong willingness to follow brands, as reflected by their choice of option 10.

(Credit : Standard Insights)

Instagram stands out as the leading platform in influencing purchasing decisions, with 16.60% of respondents acknowledging its impact. Its prominence suggests that Instagram’s visual content and user engagement significantly shape consumer choices.

Online search engines, specifically Google, closely follow Instagram, with a 14.80% influence rating.

This high rating underscores the importance of search engines in guiding consumers as they research and make purchase decisions, emphasizing the significance of search engine optimization and online visibility for businesses.

The official brand websites and Line also receive similar influence ratings, at 13.90% and 13.80%, respectively. This indicates that having a well-structured brand website and maintaining a presence on Line, are essential for brands aiming to capture consumers’ attention and influence their buying choices.

Facebook and Twitter, with ratings of 11.20% and 12.40%, respectively, show a fairly balanced level of influence. This suggests that these platforms are complementary in reaching and engaging with Japanese consumers, especially in brand awareness and communication.

TikTok, while slightly lower in influence at 11.50%, still holds a noteworthy position, highlighting the platform’s emerging role in the Japanese market for brand exposure and engagement.

KakaoTalk, with a rating of 5.80%, appears to have the least influence on purchasing decisions among the surveyed Japanese consumers. This may be due to its relatively lower adoption and usage in the Japanese market compared to other platforms.

(Credit : Standard Insights)

5 Key Factors for Growing Your Brand’s Presence in Japan

Japan, with its advanced technology infrastructure and diverse opportunities, offers many prospects for business leaders hoping to establish a strong brand presence in the country. With an understanding of the country’s unique culture, language, and consumer behaviour, you’ll be well-equipped to make a resounding impact. Here are some key points that marketers should be aware of regarding social media in Japan:

1. Choose and Integrate Strategic Platforms

Elevate your brand by prioritizing the top platforms in Japan like LINE, Instagram, Twitter, and Facebook. Most of these platforms are now seamlessly integrating e-commerce features, making shopping more accessible for consumers. Craft marketing campaigns that use this combination of capabilities for maximum impact.

2. Embrace a Mobile-First Strategy

When it comes to social media, it’s worth noting that Japanese users are particularly mobile-centric. Elevate your brand by focusing on mobile-friendly content and ensuring your website design is optimized for seamless mobile experiences.

3. Master Language and Cultural Nuances

Increase your brand’s resonance with content that is synonymous with the Japanese language and culture. Collaborate with native speakers or cultural experts to provide translations and messages that are not only accurate but also culturally relevant, and make sure you have an emotional connection with your audience.

4. Amplify Your Reach with 'Influencer Marketing'

'Influencer marketing' has skyrocketed in Japan. Leverage the power of local influencers to tap into their well-established audiences and build unwavering trust in your brand. Collaborate strategically to increase your reach and influence.

5. Understand the Market

Conducting thorough market research is essential to your success in the Japanese market. Dive deeper into the preferences and behaviours of your target audience.

Use this valuable data to create comprehensive customer personas and develop a content strategy that matches their unique interests and needs. By tailoring your content to your audience, you establish strong engagement and conversion rates and set your brand up for success in Japan. Start your market research journey in Japan with us today – Book a call!

(Credit : Standard Insights)

To Wrap Up

The findings of our study on social media in Japan depict a thriving digital landscape, ripe with business opportunities. With most Japanese active on social media, these platforms hold significant sway in their daily lives.

Notably, the dominance of the platform Line highlights the importance of understanding and catering to local preferences. Businesses must acknowledge Line’s influence and develop effective strategies to harness its potential.

Conversely, given the Japanese population’s reliance on social media as a primary news source and utilizing it for shopping, businesses can engage with their audience by delivering up-to-date content and enhancing their online sales channels, offering a seamless shopping experience for consumers.

Moreover, the platform influence ratings underscore the significance of visual content and engagement.

Prioritizing visual storytelling and meaningful interactions, especially on Instagram, can substantially impact brand success. Additionally, Google’s role in guiding consumer decisions necessitates a focus on search engine optimization and maintaining a strong online presence.

To thrive in the Japanese market, businesses should adapt to its unique social media landscape.

This means giving priority to platforms such as Line and Instagram, and improving online visibility. Understanding how social media usage is changing in Japan is crucial for boosting brand awareness and engagement. This, in turn, can lead to growth and success in this rapidly growing digital market.

Written by Standard Insights (Link)

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※Original Source : Social Media in Japan: Thriving Trends and Digital Dominance


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Standard Insights is a consumer intelligence company that leverages AI-powered algorithms and the latest ad-tech systems to get in the mind of the real consumers you are targeting.