Most Female Line Users Follow Brands - eMarketer

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Most Female Line Users Follow Brands

Japan will be home to 52.8 million social network users in 2016

January 13, 2016

Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Number of Official Accounts* Followed by Female Line Users in Japan, Nov 2015 (% of respondents)

For women, that translates to being engaged with brands, according to Bwrite.

Nearly 80% of female Line users followed at least one official account in November 2015. While the largest share followed just a few such accounts, over a third of all brand followers were connected to 10 accounts or more, and 11.3% were following at least 20 official accounts.

Among female brand followers, half had redeemed coupons received via official accounts on Line. Most had done so in a physical store rather than via ecommerce channels.

Whether it’s the brand accounts that keep them coming back or not, respondents to the survey loved Line: 45.6% said they “couldn’t live without” it, more than twice the share who said the same of Facebook.

eMarketer estimates that Japan will be home to 52.8 million social network users this year, up just 1.9% over 2015. Half of all internet users in the country use a social network at least once per month. Most of those users—47.7 million&dmash;will access social networks on their mobile phone.

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