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As one of the most advanced economies in the world and the first industrialized country in Asia, Japan has a robust digital infrastructure that supports a thriving internet economy. Despite this, the adoption of social media and other internet tools has been slow in Japan. Prior to the pandemic, it was common to see many Japanese people still using these so-called “dumb phones” on the street.
As of 2023, a significant increase in social media engagement has been observed in Japan, with about 81% of the population now using social media. Despite this growth, Japan still lags behind other countries in the region, such as South Korea, which has an adoption rate of 91%. This disparity is believed to be largely due to Japan’s aging population, as less than 5% of social media users are over 65 years old, despite this age group making up nearly 30% of the population.
During the pandemic, merchants are increasingly moving online to reach customers, particularly as restrictions and transmission concerns affect physical sales. Additionally, with fewer foreign tourists, engaging with local customers is becoming more important. For example, luxury brands are prominently discussed on social media, and those that don’t engage risk having others controlling the messaging. Some luxury brands in Japan (Gucci, LVMH, Prada) have launched official accounts on LINE, featuring local celebrities and providing tailored information. Some brands also have regional accounts on both local and global social media platforms. A survey by McKinsey found that 41% of consumers research and purchase across channels, making use of online options.
Throughout 2022, on average there are about 101.9 million active social media users in Japan on a monthly basis with an annual growth rate of 8.7 % in 2021-22 . This represents about 81.1 % of the total population. These social media users on average spend about 0.85 hours on social media and each on average have accounts on 3.9 platforms.
LINE is the leading platform in Japan, it’s similar to WhatsApp and is increasingly positioning itself as a one-stop-shop for various services, or so-called super app. Although some younger users in Japan find LINE less attractive as it is often too family-heavy or company-heavy and packed with a bunch of irrelevant chat groups, it is still considered the most important platform in Japan.
Twitter, the second largest social media in japan, with a 58% penetration rate, is particularly resilient over the years. Having remained one of the most used platforms for more than a decade, it is considered the norm for many businesses to have their Twitter presence if they are looking to connect more with their local audience.
In recent years, Instagram has become increasingly popular among younger users under the age of 35 as a way to stay connected with peers and follow their activities. However, TikTok has become a trendsetting platform, where creators are flocking to and even gaining international recognition.
With the latest data published in January 2023, we can see that at the growth rate of 1.06%, there is now around 57.0 million Facebook users in Japan . With male users account for around 47.19% and female users account for around 52.81%.
With the latest data published in January 2023, we can see that at the growth rate of 1.13%, there is now around 49.1 million Instagram users in Japan . With male users account for around 45.64% and female users account for around 54.36%.
With the latest data published in January 2023, we can see that at the growth rate of 1.8%, there is now around 18.9 million TikTok users in Japan . With male users account for around 0.41 and female users account for around 0.59.
With the latest data published in January 2023, we can see that at the growth rate of 1.1x, there is now around 3.38 million LinkedIn users in Japan.
Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients
