LINE
The instant message service LINE is the most widely used
SNS app in Japan; it has the highest penetration rate and also the largest
monthly active users of 76 million people, which is more than 60% of the whole
population.
Brands can set up official accounts on LINE and send promotional
messages to users as long as users add the brand accounts as their “friends”
first. LINE also has incredibly high daily active users, and I think it’s a
platform for really intensive and intrusive communication with audience since
it’s basically a Facebook messenger, just the brands can send you messages
whenever they want.
Twitter
Twitter is the largest social media platform in Japan if we don’t count
instant message services in. It’s the app where
the 20s go to. It’s widely considered as an alternative source for daily news
digest and THE portal site for the nation’s word of mouth. It tells you what’s
trendy in Japan at the moment, and also enjoys a high monthly active user base.
Instagram
Next, Instagram! Same as everywhere else, Instagram plays a big role in
manipulating, influencing the real-world purchases in Japan. Instagram is a
highly female dominant social media site among 10s, 20s, 30s users. The monthly
active user % is the highest among all platforms – almost 85%. And 40% of
female users said they have purchased something influenced by Instagram. Given
its popularity and characteristic of being very visual, I think Instagram should
be a good corner stone for overseas brand's promotion in Japan.
Facebook
Finally, Facebook. In Japan, Facebook’s users fall into the middle-aged
groups like 40s, 30s and 50s, so it’s a slightly older platform in terms of its
demographics, and also a slightly male dominant platform for 40s, 50s, and 60s
age groups. The total users in Japan remain stagnant for a while and the
monthly active users are only half of the total users, so it’s really just
dying down.
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