Interact with their loved ones, and participate in companies' promotional campaigns...
The digital channels used by young Japanese consumers to obtain information have evolved considerably in recent years, with a marked preference for online media over traditional media.
The social media landscape among young people
According to a survey by the Ministry of Internal Affairs and Communications, young people, especially teenagers and people in their twenties, spend more time on the Internet than in front of the television.
This trend is accentuated during weekdays and holidays. Social networks, such as LINE, YouTube, and X (Twitter), are particularly popular, with usage rates often exceeding 90% among teenagers to 30-somethings.
Social media fatigue appears to be decreasing, with an increase in social media activity, particularly among women under 29.
Instagram and X (Twitter) are the preferred platforms , indicating a change in the way young Japanese consumers access information.
Social networks in the daily lives of young Japanese people
A survey conducted by Video Research Co., Ltd. reveals that more than 30% of teenagers and 20-somethings spend time with their loved ones online. The coronavirus pandemic has contributed to the emergence of new media behaviors, such as long-term online communication and simultaneous viewing of content with people far away.
Generation Z is massively using social media as a regular source of information, with YouTube leading the way, followed by Instagram, LINE, X (Twitter), and TikTok. These platforms have become an integral part of young people's daily lives, using them to kill time, gather information before making purchases, and express their vision of the world.
The growing use of live video
Young Japanese consumers have a strong preference for live video, especially on YouTube. More than 60% of teens watch videos every day , with a higher average watch time than other age groups. Instagram is close behind, with more than 50% of teens and 30% of people in their 20s watching live streams.
In terms of messaging apps, LINE is widely preferred, followed by Instagram’s DM feature. Young people also massively use YouTube as a free video distribution service, with a strong preference for Amazon Prime Video and Netflix as paid services.
Perception of promotions on social networks
A survey conducted by PROMOTION+B shows that half of the young people surveyed follow a company's official account on social networks. Campaigns and discounts are major incentives, but too noisy or uninteresting content can lead to a loss of subscribers.
Conclusions
Young Japanese consumers are deeply embedded in the world of social media, using these platforms to get information, interact with their loved ones, and even participate in companies' promotional campaigns.
Companies looking to target young Japanese consumers should take these trends into account. They should tailor their content and messaging to the expectations of this demographic, and use social media features to create engaging experiences:
Create relevant and engaging content tailored to the interests and needs of young Japanese consumers. It must also be engaging, in order to generate interaction and participation.
Use social media features to create immersive and interactive experiences. This may include contests, sweepstakes, surveys, etc.
Be present on the most popular social networks among young Japanese consumers. This includes YouTube, Instagram, LINE, Twitter and TikTok.
GO TO JAPAN offers specialized expertise for French companies wishing to expand their social media presence in Japan. Our understanding of local trends and consumer behaviors allows the creation of customized strategies to maximize visibility and engagement.
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