Japan's Line Users Are Highly Engaged - eMarketer

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Japan's Line Users Are Highly Engaged

Women are more likely to use it, and use it often

December 18, 2015

Line, a homegrown social network from Japan, is still widely used in the country. Smartphone users who take up Line are likely to use the service every day, research suggests.

Frequency with Which Line Users in Japan Access Line, by Demographic, Nov 2015 (% of respondents in each group)

Line is heavily used in Japan, according to November 2015 research from Colopl. Nearly 95% of female smartphone users ages 10 to 19 use the social network, along with 89.1% of their male counterparts. Usage declines as respondents get older, but still, 82.8% of female smartphone users ages 50 and up use Line, along with 66.1% of their male counterparts.

And these users are highly engaged, the survey found. The vast majority in nearly all demographic groups reporting using Line every day; only among older men did this amount to closer to a bare majority of users. And almost no users said they checked in on Line less than once per week.

Earlier research has also shown that women in particular are big users of Line. The only social site more popular in Japan is YouTube, which has a very different use case than the communication-focused Line.


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