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Japan is one of the Strongest Markets in the World for Twitter

Japan is the only market where Twitter is the majority player amongst social network users

London, 31 July 2018: Twitter continues to reign supreme in Japan, with almost 64% of the country’s social network users, or 34.0 million people, logging on to the platform this year, according to eMarketer’s latest forecast of worldwide social network users.

eMarketer has significantly upgraded its estimates for Twitter users in Japan since its previous forecast—establishing the country as one of the world’s leading Twitter audiences.

Twitter usage in Japan took off following the 2011 earthquake and tsunami, when it was relied on as a key communications tool after many telephone networks were damaged. Since then, people in Japan have embraced the social network.

Meanwhile, Facebook and Instagram have been battling for second place. eMarketer expects Instagram will surpass Facebook by the end of 2019, with nearly 42% of social network users in Japan using the platform at least once a month.

“Twitter users in Japan have been famously immune to the prior 140-character-limit restriction given their use of single-character Japanese words,” eMarketer senior forecasting director Monica Peart said. “Social network users here flocked to Twitter in 2011 and since then have remained loyal, logging some of the world’s most robust tweets long before the expanded 280-character allowance took effect last year.” 

 

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

About eMarketer

Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

For more information, contact:

Sheelagh Doyle
Senior PR Director, EMEA/APAC
+44 (0) 203 289 6954
sdoyle@emarketer.com

Posted on July 31, 2018.