One in Four Young Social Network Users in Japan Go Live - eMarketer

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One in Four Young Social Network Users in Japan Go Live

Use of Facebook Live Trails Niconico Slightly

March 16, 2017

A November 2016 survey of social network users in Japan ages 15 to 34 conducted by Video Research Ltd. for Dentsu found that about a quarter of respondents said they frequently or occasionally broadcast live on Niconico (a video-sharing site in Japan owned by dwango) and Facebook, while 22% said they did so on Line.

Social Network Users Ages 15-34 in Japan Who Broadcast Live on Facebook, Line and Niconico, Nov 2016 (% of respondents)

Meanwhile, similar services like the “Stories” features on Instagram and Snapchat—where users post photos or videos that are not recorded live and disappear automatically after a certain amount of time has passed—saw slightly lower usage.

For Instagram, 21.2% of respondents said they used the Stories feature frequently or occasionally, while 17.1% said the same for Snapchat, according to the survey.

eMarketer estimates that 50.5% of internet users in Japan used social networks in 2016, representing 41.7% of the population. eMarketer expects 51% of internet users in Japan will use social networks in 2017.

While the proportion of internet users in Japan who use social networks is lower than in neighboring China (where 76.1% used social networks in 2016, according to eMarketer), just 40.2% of the total population in China used social media last year.

South Korea, another digitally advanced country in the region, showed higher participation in social networks. eMarketer forecast that 65.3% of internet users and 56.8% of the population used social networks in 2016.

Ben Clague

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