Japan is home to 123.3 million people and one of the world’s most advanced digital economies. But unlike many Asian neighbors, Japanese social media habits are unique—quiet, mobile-first, and driven by platforms you might not expect.
In 2023, we surveyed 750 Japanese consumers to reveal how—and why—social media matters in Japan today. Here’s what we found, plus practical tips for brands.
Social Media Usage in Japan
Who’s on Social? Pretty Much Everyone
Social media in Japan is no longer just for the young. Engagement now crosses every age group, making social platforms essential to daily life.
- 46.8% use social media daily
- 41.1% use it multiple times per day
Our survey showed that 46.80% of Japanese use social media daily, while 41.10% use it multiple times daily. Interestingly, while most Japanese people use social media daily or more, they still pale compared to the global average of 6 hours and 37 minutes when spending the most time online. On average, Japanese people spend three hours and 45 minutes online daily, the least out of any country surveyed.
Top Social Media Platforms in Japan
In contrast to globally dominant social media apps like Facebook and Instagram, Japan’s social media is ruled by Line, a Korean-owned platform. Similar to WhatsApp, Line is a communication app that is steadily evolving into a one-stop shop offering a multitude of services, such as Line Shopping, Line Pay or Line Manga.
While some younger users in Japan find Line less appealing due to its large amount of family-oriented and company-related content, as well as the clutter of unnecessary chat groups, it is still the primary platform for social media in Japan. This dominance is supported by our survey results, which revealed that eight out of ten Japanese people, or 81%, regularly use Line.
Instagram was the second most widely used platform, with 76.6% of respondents indicating regular use. Additionally, 45.6% of the respondents reported using X (formerly known as Twitter) regularly, closely followed by Facebook at 45.5%.
Most Japanese use these apps primarily to communicate with their friends and families (75.2%). About half of them, meanwhile, use it for entertainment (52.8%).
Like in other countries, social media in Japan is a primary news source for many respondents (40.70%). Others use these online platforms to shop (16.80%) and work (12.80%).
Social Media Engagement in Japan
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Japanese users are often passive:
- 46.1% rarely like, share, or comment
- Just 19.9% interact daily
Brand engagement is a challenge. Only 18.5% engage with brands multiple times a day, while 9.2% do so weekly. Tip for marketers: Interactive content and influencer collaborations can help spark more action.
E-Commerce and Social Media in Japan
Our findings revealed that 55.10% of Japanese respondents had not made direct purchases through social media platforms. However, a notable 35.1% confirmed that they had made purchases directly through these online channels, highlighting the increasing significance of e-commerce in the consumer landscape.
When Japanese consumers make online or in–store purchases, they tend to show moderate interest in following brands on social media, reflecting a diverse range of responses.
In our survey, respondents were asked to rate their inclination to follow brands on a scale of one to ten, with a rating of 10 indicating the highest likelihood of purchasing a product or service.
A majority of 24.3% of Japanese consumers selected option 5, indicating a mid-level likelihood of following brands after a purchase. Meanwhile, a significant portion reported lower interest levels, as demonstrated by options 1 (12.8%) and 3 (12.8%), ranking 2nd and 3rd, respectively.
On the other hand, 8.70% of respondents expressed a strong willingness to follow brands, as reflected by their choice of option 10.
Instagram stands out as the leading platform in influencing purchasing decisions, with 16.60% of respondents acknowledging its impact. Its prominence suggests that Instagram’s visual content and user engagement significantly shape consumer choices.
Online search engines, specifically Google, closely follow Instagram, with a 14.80% influence rating. This high rating underscores the importance of search engines in guiding consumers as they research and make purchase decisions, emphasizing the significance of search engine optimization and online visibility for businesses.
The official brand websites and Line also receive similar influence ratings, at 13.90% and 13.80%, respectively. This indicates that having a well-structured brand website and maintaining a presence on Line, are essential for brands aiming to capture consumers’ attention and influence their buying choices.
Facebook and Twitter, with ratings of 11.20% and 12.40%, respectively, show a fairly balanced level of influence. This suggests that these platforms are complementary in reaching and engaging with Japanese consumers, especially in brand awareness and communication.
TikTok, while slightly lower in influence at 11.50%, still holds a noteworthy position, highlighting the platform’s emerging role in the Japanese market for brand exposure and engagement.
KakaoTalk, with a rating of 5.80%, appears to have the least influence on purchasing decisions among the surveyed Japanese consumers. This may be due to its relatively lower adoption and usage in the Japanese market than other platforms.
5 Key Factors for Growing Your Brand’s Presence in Japan
Japan, with its advanced technology infrastructure and diverse opportunities, offers many prospects for business leaders hoping to establish a strong brand presence in the country. With an understanding of the country’s unique culture, language, and consumer behaviour, you’ll be well-equipped to make a resounding impact. Here are some key points that marketers should be aware of regarding social media in Japan:
1. Choose and Integrate Strategic Platforms
Elevate your brand by prioritizing the top social media platforms in Japan, such as LINE, Instagram, Twitter, and Facebook. These platforms now seamlessly integrate e-commerce features, enhancing the shopping experience and making it more accessible for consumers.
Additionally, consider leveraging major e-commerce platforms like Amazon Japan, Rakuten, and Yahoo! Shopping. These platforms are not only excellent vehicles for social media marketing but also play a crucial role in e-commerce, ensuring a seamless shopping experience. Strategically combining these elements in your marketing campaigns can maximize both engagement and sales impact.
2. Embrace a Mobile-First Strategy
When it comes to social media in japan, it’s worth noting that Japanese users are particularly mobile-centric. Elevate your brand by focusing on mobile-friendly content and ensuring your website design is optimized for seamless mobile experiences.
3. Master Language and Cultural Nuances
Increase your brand’s resonance with content that is interchangeable with the Japanese language and culture. Collaborate with native speakers or cultural experts to provide translations and messages that are not only accurate but also culturally relevant, and make sure you have an emotional connection with your audience.
4. Amplify Your Reach with Influencer Marketing
Influencer marketing has skyrocketed in Japan. Leverage the power of local influencers to tap into their well-established audiences and build unwavering trust in your brand. Collaborate strategically to increase your reach and influence.
5. Understand the Market
Conducting thorough market research is essential to your success in the Japanese market. Dive deeper into the preferences and behaviours of your target audience. Use this valuable data to create comprehensive customer personas and develop a content strategy that matches their unique interests and needs. By tailoring your content to your audience, you establish strong engagement and conversion rates and set your brand up for success in Japan.
Consider partnering with us to implement these strategies effectively. We specialize in helping brands get closer to consumers and understand the market, enabling them to develop strategies that positively impact their bottom line. Book a call to explore how our market research services in Japan and beyond can enhance your strategic planning.
To Wrap Up
Our study’s findings depict a thriving Japanese social media landscape with business opportunities. With most Japanese active on social media, these platforms significantly influence their daily lives.
Notably, the dominance of the platform Line highlights the importance of understanding and catering to local preferences. Businesses must acknowledge Line’s influence and develop effective strategies to harness its potential.
Conversely, given the Japanese population’s reliance on social media as a primary news source and utilizing it for shopping, businesses can engage with their audience by delivering up-to-date content and enhancing their online sales channels, offering a seamless shopping experience for consumers.
To thrive in the Japanese market, businesses should adapt to its unique social media landscape. This means prioritizing platforms such as Line and Instagram and improving online visibility. Understanding how social media usage changes in Japan is crucial for boosting brand awareness and engagement. This, in turn, can lead to growth and success in this rapidly growing digital market.
