Social Media Facts - Japan. by Digital Jungle

Japanese Social MediaFast Facts

August 2012

Fast Facts1

Fast Facts

[

[

[

Japan is the 4th largest population of Internet users in the world

. Throughout the years, Internet penetration has been

increasing. Currently, 80% of the population uses the Internet.

The penetration rate of social media in Japan is 19% . Twitter is

an example of a popular social media platform in Japan. Mixi

surprisingly falls out of the top 10, notching only 15% of the

SNS users while Ameblo and Livedoor reach more than 30% of

users. Even Hatena has nearly 20% .

Japan accounts for the 3rd most bloggers in the world with

4.9%. It seems that blogging is part of the Japanese culture as

Japanese bloggers make more than 1,000,000 blog posts each

month!

Source: Wikipedia

2

Fast Facts

[

[

With nearly 100,000,000 internet users out of a country of

126,000,000, internet usage is at 80% in Japan having one of

the highest rates of internet penetration in the world.

Fast Facts[Source: James Lawrence - Search Engine Market Share

3G Fast Facts

3

3G Fast Facts

[

[

[

Entering 2011, Japan had over 35 million broadband lines in

place, making it the third largest broadband country in the

world after the US and China. Much of the success of broadband

in Japan is owed to the stunning growth surge that occurred

back in 2003 on the back of DSL broadband technology.

Source: www.budde.com.au/Research/Japan-Broadband-Market-Overview-Statistics-and-Forecasts.html

Social Media and Search Facts

Social Media Facts4

Social Media Facts

[

[

[

What is the Social Media landscape in Japan

Social Media Facts

5

Social Media Facts

[

[

[

As of April 2011, Mixi ranks as the most popular social network

site with over 23 million subscribers and 80% of the social media

market share

Social network users in Japan, 2011-2014:- 2011: 39.5 million- 2012: 44.7 million- 2013: 47.8 million- 2014: 50.7 million

Source: www.newmediatrendwatch.com/markets-by-country/11-long-haul/54-japan

Facebook Facts

[

[

The 2 major SNS Platforms in Japan are racing to take the

leadership position.

Facebook Facts[

Facebook users in Japan, 2011-2014:

- 2011: 7.6 million (+61.6%)

-2012: 11.5 million (+51.5%)

-2013: 16.5 million (+43.0%)

-2014: 19.5 million (+18.7%)

Mixi ranks as the most

popular social network site

with over 23 million

subscribers and 80% of the

social media market share

6Source: What Japan Thinks

Video Sharing Facts

7

Video Sharing Facts

[

[

[

Video sharing is very popular in Japan on both web and mobile

platforms. This is highlighted as Japan ranked second in the Asia

Pacific region with 60.4 million viewers and posted the

strongest user engagement with an average of more than 12.5

hours of video viewing per viewer.

Note: Nico Nico Douga (“smiling videos”), Japan's largest home-grown video sharing platform, is only available in Japanese and is widely used to watch Anime and Manga.

Source: www.forrester.com/rb/Research/global_online_population_forecast%2C_2009_to_2014/q/id/57427/t/2

Blog Facts8

Blog Facts

[

[

[

Top 10 blogging platforms: 1. FC2 Inc.2. Livedoor-Blog3. Ameblo.jp4. Seesaa5. Yahoo! Blogs6. Cocolog-nifty.com7. Hatena-Diary8. Blogger9. Goo Blog10. JUGEM

By some estimates, as much as 40% of Japanese blogging is

done on mobile phones. Unlike many of their Western

counterparts, many bloggers in Japan shy away from politics,

controversy, and barbed language. Compared with Americans,

they write at less length, they write anonymously, and they write

a whole lot more often.

Source: hdr.undp.org/en/media/HDR_2010_EN_Table1.pdf

Microblogging Facts

[

[

Microblogging Facts

[

Twitter was launched in 2006 and has been embraced far more

rapidly by the Japanese mainstream as compared to the likes of

Facebook, MySpace, and eBay. According to studies, 16.3

percent of Japanese web users tweet, as opposed to just 9.8

percent in the U.S. . Japan moved 3 places from 6th in 2010 to

becoming the 3rd in the world for total Twitter usage in 2012 .

On Dec 14th, Twitter confirmed that Japanese users had once

again recorded the highest number of tweets per second. The

proportion of tweets emanating from Japan in April 2011 was

25% in the world .

9Source: Wikipedia

10

Instant Messenger Facts

[

[

IM Facts[

Japan.internet.com's study highlights the decreasing popularity

of online instant messaging in Japan, which can be attributed to

the shift towards mobile instant messaging.

The two most used services are:•Windows live messenger/ MSN messenger Japan•Yahoo! Japan Messenger

Source: whatjapanthinks.com/2008/10/22/instant-messaging-surprisingly-unpopular-in-japan/#more-1332

11

[

[

BBS Facts

[

Bulletin Board Systems (BBS) / Forums Facts

2ch (pronounced "ni-channel) opened by Hiroyuki Nishimura

in 1999, is one of the largest Internet forums in the world

(largest in Japan). It is one of the most distinguishing features

of 2ch is the complete freedom given to anonymous posting.

This is a rare feature as almost all other internet forums

require some form of registration, usually coupled with email

verification for further identification of an individual.

Other Unique Features:•Anonymous posting•Free speech and derogative language•Affinity towards conservative politics•Sexually explicit context and expressions

Source: www.chemistrydaily.com/chemistry/2ch

Search Engine Facts

[

[

Search Engine Facts[

Search Engine Watch reported at the beginning of 2011 that

Yahoo held around 56% market share in Japan with Google

holding around 31% and Rakuten around 2.3%. Baidu, the

dominant player in China has made a push into Japan but has yet

to secure any noticeable share.

12Source: www.comscore.com/Press_Events/Press_Releases/2009/3/Japan_Search_Engine_Rankings/(language)/eng-US

E-commerce Facts

E-commerce Facts13

E-commerce Facts

[

[

[

Nearly all Japanese Internet users shop online - the country has an online shopping penetration rate of 97%.

More so than anyone else in Asia, the Japanese prefer paying for goods online with their credit cards over any other form of payment method, with 70% of them saying that was the case.

Online shopping is the second most favored online activity in Japan, after email.

Source: www.ecomzen.com/2010/06/outlook-on-asia-pacifics-e-commerce.html

14

E-commerce Facts

[

[

E-commerce Facts[

Online retailing has a stronger presence in Japan than

elsewhere in the region with 73.7% reach. They are also one of

the region's top spenders on online overseas products, with

Japanese internet users spending on average US$1,827 on

international shopping sites.

Source: www.emarketer.com

15

E-commerce Facts

[

[

E-commerce Facts[

Top 5 Online Retail Subcategories in Japan:

1.Comparison Shopping (57.6% reach)2.Books (41% reach)3.Computer Hardware (23.6% reach)4.Apparel (19.6% reach)5.Retail Food (15.2% reach)

Source: Wikipedia- Digital Media in Japan DigitalMediaPlatforms 2011

Mobile Facts

Mobile Facts16

Mobile Facts

[

[

[

There were 11 million mobile handset subscribers in Japanese

by the end of 2011. This represents an increase of 13.6% from

June 2011. Of these, 2.2 million (20%) were dedicated data

subscriptions and 8.8 million (80%) were all other active

standard mobile subscriptions. 

SNS Facts

SNS Facts

[

[

[

Japan Development of 3G market:

   75% of Social Networking Sites accessed solely from Mobile

   Top 3 used SNS features: Checking inbox, playing games and

reading a friend's blog

   SNS usage skewed toward females

   SNS usage behind Apps/Games, Ringtones and Screen

CustomizationSNS usage skewed toward females

SNS usage behind Apps/Games, Ringtones and Screen

Customization

Source: www.reportlinker.com/report/best/keywords/Japan?utm_source=adwords2&utm_medium=cpc&utm_campaign=Country&gclid=CISHvuXZ17ECFXF14god7EUAuQ

17

Mobile Facts18

Mobile Facts

[

[

[

In Japan, Online mobile phone activity shows has a bias

towards micro-blogging and blogging.

Source: www.emarketer.com

Mobile Facts19

Mobile Facts

[

[

[

Google Vs Apple Platforms. The Japanese data suggests that

Android platforms are continuing to outpace the iPhone platform in

Japan

Source: www.comscore.com/Press_Events/Press_Releases/2011/6/Google_Android_Leads_Acceleration_in_Smartphone_Adoption_in_Japan

Mobile Facts20

Mobile Facts

[

[

[

 According to a survey by Net Asia (Japanese) in January of this

year 57.5% of mobile users have experience shopping online via

their phones. There is certainly still room for growth but the

experience is not novel to the smartphone. Also, according to

comScore (Japanese), by the end of fiscal 2010, there were just

shy of 10 million smartphones in Japan. If the year-on-year 230

billion yen

Source: Net Asia

Contact Us[

Follow on Twitter@digitaljunglecn

[email protected]

Connect on LinkedInwww.linkedin.com/company/digital-jungle

Presentations on SlideSharewww.slideshare.net/digitaljungle

www.digitaljungle.com.cnFollow on Weibo: www.weibo.com/digitaljungle

Like us on Facebook www.facebook.com/digitaljungle