A study on the specificities of the different social networks to be used in Japan by foreign companies
The social media craze in Japan shows no signs of slowing down, with the number of users steadily increasing year after year.
According to the latest available data, the number of social media users in Japan has increased by 10% between 2022 and 2023, reaching over 82.7 million users, representing a penetration rate of 82%.
However, each social network has different age groups and characteristics. It is important to understand the characteristics and usage situations of each and use them effectively for business and marketing purposes.
Social Media Usage in Japan
According to the 2022 Social Media Usage Trends Survey conducted by the ICT Research Institute , there are over 82.7 million social media users in Japan and the social media penetration rate is 82%.
Looking at the social media usage rate by age group, it is noted that LINE is widely used by people of all ages , from teenagers to septuagenarians. 80-90% of Japanese people aged 13-60 use it, with 80.1% of those in their 60s and 72.7% of those in their 70s. Compared to 2022, the LINE usage rate among those in their 60s and 70s has increased by about 4 percentage points.
Twitter is the second most popular social network in Japan, after LINE, with about 80% of people in their teens and 20s using it, indicating that it is popular among young people.
Instagram is the most popular social network among young Japanese people, with a higher usage rate than Facebook among teenagers, young adults and people aged 30 to 40.
Facebook usage rates were around 10-30% across all generations.
TikTok is the most popular social network among Japanese teenagers , with a usage rate of 42.5%.
Source: ICT Research Institute “Social Media Usage Trends Survey 2022”
Smartphones are increasingly used not only among the younger generation but also among the elderly, and the number of users and social network users is increasing.
The number of social media users in Japan is increasing year by year and is expected to reach 83.88 million people, or 83.2% of all internet users, by the end of 2024.
Social networks | Number of users (April 2023) |
LINE | 80.9 million - 859 uses/month |
59.9 million - 211 uses/month | |
58 million - 279 uses per month | |
37.3 million - 41 uses/month | |
TIK TOK | 25.9 million - 19 uses per month |
LINE: the essential Japanese social network
LINE is the most popular social network in Japan, with a monthly active user (MAU) of 80.9 million as of April 2023. It is used by all generations, from teenagers to septuagenarians, and offers a wide range of features, from messaging to online payments.
Intuitive and user-friendly interface: LINE is known for its intuitive and user-friendly interface. It is easy to use, even for people who are not familiar with digital technologies.
A wide range of features: LINE offers a wide range of features, making it a versatile platform. It can be used for messaging, phone calls, sending photos and videos, online payments, and much more.
A strong presence in Japan: LINE is a Japanese company, which gives it a strong presence in Japan. It is the most popular social network in the country, and it is used by a large majority of Japanese people.
Using LINE for online payments
LINE is increasingly used for online payments. Indeed, the platform offers a variety of features that facilitate payments, such as QR codes, e-wallets and payment links.
Using LINE for online payments is particularly popular among younger Japanese people, as they are more likely to be familiar with digital technologies and more likely to be comfortable with online payments.
LINE has also partnered with banks and e-commerce companies, which has helped boost the platform's usage for online payments.
This development shows how LINE is evolving to meet the needs of Japanese consumers. The platform now offers a range of features that go beyond messaging and communication.
The benefits of Line for businesses looking to reach a Japanese audience :
Large audience: LINE has a MAU of 80.9 million, making it an ideal platform to reach a large Japanese audience.
High engagement: LINE users are generally highly engaged, spending an average of 2.5 hours per day on the app.
A variety of advertising features: LINE offers a variety of advertising features that allow businesses to target their messages precisely.
X (Twitter): the Japanese social network of trends
Twitter is the second most popular social network in Japan, with a monthly active user (MAU) of 59.9 million as of April 2023. It is particularly popular with teenagers and young adults, who are sensitive to trends.
Real-time broadcasting: Twitter is known for its ability to broadcast information in real-time. This makes it an ideal tool for keeping up with current events, such as news, sporting events, and natural disasters.
Broadcast Power: Tweets can be retweeted and liked, allowing a message to reach a large audience in a very short time. This makes it a powerful tool for businesses and organizations that want to communicate quickly and effectively with the public.
Hashtag culture: Hashtags are keywords used to identify topics on Twitter. They are used to group tweets on the same topic, making it easier to find information.
Recent trends
Twitter usage by businesses in Japan is on the rise, as the platform offers a number of benefits for businesses looking to reach a Japanese audience.
For example, Twitter is an ideal tool for spreading information about products and services, communicating with customers and prospects, and participating in conversations about trends.
Twitter is also used by businesses to influence trends. This is because the platform allows businesses to broadcast messages that can be retweeted and liked by a large audience. This can help spread awareness of the company's products and services and influence public opinions.
The benefits of Twitter for businesses looking to reach a Japanese audience :
Large audience: Twitter has a MAU of 59.9 million, making it an ideal platform to reach a large Japanese audience.
High engagement: Twitter users are generally highly engaged, spending an average of 2.5 hours per day on the app.
Ability to disseminate information in real time: Twitter is an ideal tool for disseminating information in real time, which can be useful for businesses that want to follow trends or communicate quickly with the public.
Instagram: the Japanese social network for fashion and lifestyle
Instagram is the third most popular social network in Japan, with a monthly active user (MAU) of 58 million as of April 2023. It is particularly popular with young adults, who are sensitive to trends.
Visual Orientation: Instagram is a visually-focused social network. It allows users to share photos and videos, making it an ideal tool for promoting products and services in a visually appealing way.
A creative community: Instagram is a creative community. Many users use the platform to share their photos and videos of travel, food, fashion, beauty, and wellness. This makes it a great place to discover new trends and products.
A shopping channel: Instagram is increasingly being used as a shopping channel. Many businesses are using the platform to showcase their products and services, and to allow users to purchase directly from the app.
Recent trends
Instagram usage by businesses in Japan is on the rise, as the platform offers a number of benefits for businesses looking to reach a Japanese audience.
For example, Instagram is an ideal tool for promoting products and services in a visually appealing way, communicating with customers and prospects, and participating in conversations about trends.
Instagram is also used by businesses to influence trends. This is because the platform allows businesses to post photos and videos that can be liked and shared by a wide audience. This can help spread awareness of the company's products and services and influence public opinions.
An example of a recent trend
One of the recent trends on Instagram in Japan is the use of the platform to promote Japanese beauty brands. Many Japanese cosmetic companies use Instagram to showcase their products, share makeup tutorials and beauty tips, and interact with their customers. This has helped introduce Japanese cosmetic brands to a global audience.
The benefits of Instagram for businesses looking to reach a Japanese audience :
Large audience: Instagram has a MAU of 58 million, making it an ideal platform to reach a large Japanese audience.
High engagement: Instagram users are generally highly engaged, spending an average of 30 minutes per day on the app.
An ability to promote products and services in a visually appealing way: Instagram is an ideal tool for promoting products and services in a visually appealing way. This can be especially useful for businesses that sell products related to fashion, beauty, lifestyle, or tourism.
Facebook: the Japanese social network for professional and personal relationships
Facebook is the fourth most popular social network in Japan, with a monthly active user (MAU) count of 26 million as of April 2023. Although it is experiencing a slight decline in user numbers, Facebook maintains a strong base in Japan.
Facebook's specificities for Japanese consumers
Facebook offers a variety of features that make it particularly attractive to Japanese consumers.
Real name-based connection: Facebook requires users to use their real names, making it easier to connect with business, family, and friend acquaintances. This makes it an ideal tool for staying in touch with loved ones and for networking.
Precise ad targeting: Facebook is known for its precise ad targeting. Businesses can target their ads based on factors such as age, gender, location, interests, and behaviors. This allows businesses to deliver their messages to a specific audience.
Target audience of 30-60 year olds: Facebook attracts a target audience of 30-60 year olds in Japan. This demographic is more likely to be interested in products and services related to business, family and lifestyle.
Recent trends
Facebook usage by businesses in Japan is on the rise, as the platform offers a number of benefits for businesses looking to reach a Japanese audience.
For example, Facebook is an ideal tool for promoting business, family and lifestyle products and services, communicating with customers and prospects, and participating in conversations about trends.
Facebook is also used by businesses to influence trends. This is because the platform allows businesses to broadcast messages that can be liked and shared by a wide audience. This can help spread awareness of the company's products and services and influence public opinions.
The benefits of Facebook for businesses looking to reach a Japanese audience :
Large audience: Facebook has a MAU of 26 million, making it an ideal platform to reach a large Japanese audience.
High engagement: Facebook users are generally highly engaged, spending an average of 30 minutes per day on the app.
Precise ad targeting: Facebook is known for its precise ad targeting, which allows businesses to deliver their messages to a specific audience.
TikTok: the Japanese social network for Generation Z
TikTok is the most popular social network in Japan among teenagers, with a monthly active user (MAU) of 25.9 million as of April 2023. It is experiencing explosive growth in Japan, with a 60% increase in active users in one year.
Short and entertaining videos: TikTok is known for its short videos, which are usually between 15 and 60 seconds long. These videos are often entertaining and funny, making them a great way to pass the time.
A creative community: TikTok is a creative community. Users are encouraged to create their own videos, which has led to the emergence of many creative trends and challenges.
An attractive marketing platform: TikTok is an attractive marketing platform for businesses. Businesses can use TikTok to create promotional videos that are likely to be viewed by a wide audience.
Recent trends
TikTok usage by businesses in Japan is on the rise, as the platform offers a number of benefits for businesses looking to reach a Japanese audience.
For example, TikTok is an ideal tool for promoting products and services to teens, communicating with customers and prospects, and participating in conversations about trends.
TikTok is also used by businesses to influence trends. This is because the platform allows businesses to broadcast messages that can be liked and shared by a large audience. This can help spread awareness of the company's products and services and influence public opinions.
An example of a recent trend
One of the recent trends on TikTok in Japan is the use of the platform to promote fashion products from Japanese brands. Many Japanese fashion companies use TikTok to showcase their products, share makeup tutorials and fashion tips, and interact with their customers. This has helped introduce Japanese fashion brands to a global audience.
Perspectives
TikTok is a growing social network in Japan. Its popularity is likely to continue to grow in the coming years. Businesses looking to reach a Japanese audience should consider using TikTok as a marketing platform.
The benefits of TikTok for businesses looking to reach a Japanese audience :
Large audience: TikTok has a MAU of 25.9 million, making it an ideal platform to reach a large Japanese audience.
High engagement: TikTok users are generally highly engaged, spending an average of 1 hour per day on the app.
High Marketing Potential: TikTok is an attractive marketing platform for businesses. Businesses can use TikTok to create promotional videos that are likely to be viewed by a large audience.
GO TO JAPAN is a marketing agency that offers comprehensive support for the management of your social networks in Japan . Our agency has local expertise and in-depth knowledge of the online advertising market in Japan. It offers a turnkey solution that includes all the services necessary for the success of your communication campaigns on the Japanese market.
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