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Japan, India Boast Largest Twitter Audiences in APAC

India's massive population gives it a boost in regional rankings

January 27, 2015 | Social Media

The countries in Asia-Pacific with the two largest Twitter populations have dramatically different profiles, according to eMarketer’s latest estimates of social network usage around the world. This year, Japan will boast the region’s largest Twitter population, at 26.0 million, while India will come in second with 22.2 million users.

Twitter Users and Penetration in Japan, 2013-2019

But absolute audience size is about all these two countries have in common when it comes to Twitter. Japan is a relatively small country with a mature digital user base. Twitter is used at least monthly by an outright majority of social network users in Japan, or 25.1% of the internet audience. That translates to a slightly smaller share of the overall population, or 20.5%. Though growth is still in double digits this year, it will drop to 2.9% by 2018, the last year in our forecast period.

In India, growth this year is more than twice as fast, at 30.4%—and while it shows signs of slowing, it will still be climbing by 16.5% in 2018.

Twitter Users and Penetration in India, 2013-2018

But the Twitter population in India represents a much smaller share of social network users in the country, at 17.0%, and just 8.8% of internet users. And the relatively low internet penetration rate in Asia-Pacific’s second-largest country means that overall, just 1.8% of the population uses Twitter. That will barely budge, reaching only 3.0% by 2018.

Indonesia has Asia-Pacific’s third-largest Twitter audience, with 18.7 million monthly users expected this year. Twitter penetration of social network users, internet users and the general population in Indonesia falls between penetration rates for Japan and India.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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