Women in Japan Get in(to) Line - eMarketer
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Women in Japan Get in(to) Line

Nearly 70% of female internet users in the country use Line

June 29, 2015

The most popular social service among women in Japan is not Facebook. Line continues its domination of the island nation’s social media landscape, according to Bwrite and Skets.

Female Internet Users in Japan Who Use Line, by Age, May 2015 (% of respondents in each group)

A May 2015 survey found that just under 70% of female internet users in Japan used Line. It was much more common among women in their 20s, at 94.0% penetration. Line’s reach dropped to 50.6% among respondents in their 40s.

Among the overall survey population, Facebook’s reach was 2.4 percentage points lower than Line’s. But the differences were more extreme among the youngest respondents: Female internet users ages 20 to 29 were 19 percentage points more likely to use Line than Facebook.

Twitter was less commonly used than Facebook, at 61.2% of all respondents, and was the only other service to reach at least 50% penetration.

But for brands trying to reach these women, Line may not be the best option. Only 40.8% said they used Line to follow brand or company accounts, vs. 51.6% who said the same of Facebook and 45.2% who did so on Twitter.

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