Are Women in Japan Wary of Social Engagement? - eMarketer

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Are Women in Japan Wary of Social Engagement?

Twitter, Facebook and Instagram remain popular only with small shares of users

August 25, 2016 | Social Media

Married women in Japan may seem antisocial—or at least anti-social-media—based on June 2016 research from Tokyo-based marketing services provider Do House. More than eight in 10 say they never use Instagram, seven in 10 say the same of Twitter, and two-thirds of Facebook.

Frequency with Which Married Female Internet Users in Japan Use Facebook, Instagram and Twitter, June 2016 (% of respondents in each group)

For Twitter, age played little role in frequency of use or the choice not to use one of the services at all. Facebook and Instagram both had more appeal for married women in their 30s than they did for those in their 40s, however. About one in five respondents ages 30 to 39 reported using Facebook almost every day, more than twice the rate among their older counterparts.

But it does not seem clear that marital status plays much of a role in these usage patterns.

Asahi University broke out usage of some top social services, including Facebook, Twitter and Instagram, by age and gender. Like Do House, Asahi University found that younger internet users are more likely to use various social platforms.

Internet Users in Japan Who Use Select Social Media Platforms, by Demographic, Feb 2016 (% of respondents in each group)

The February 2016 research also found that around two-thirds of female internet users in their 30s and 40s did not use Facebook—in line with the Do House findings among married women in those age groups. Asahi University found that about three-quarters of women in their 40s did not use Twitter, along with two-thirds of those in their 30s—again, in line with the research from Do House.

Female internet users were even less likely to use Instagram, Asahi University found—usage rates were actually somewhat higher in the later Do House research.

But Twitter, Facebook and Instagram aren’t the only social games in town, of course. Line was significantly more popular, especially among younger users: It was the only social network studied where a majority of female internet users in their 20s reported using the service.

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