#Japan #Tokyo #Cross Marketing #SNS Trends #Japan Social Media

Social Media Usage Trends in Japan: 2025 Insights

In a detailed study conducted by Cross Marketing Co., Ltd., a marketing research company based in Shinjuku, Tokyo, the usage patterns of social media among men and women in Japan have been revealed. The research surveyed a diverse group of individuals aged 20 to 69 across the nation and gathered insights on their social media habits, preferences, and perceptions.

Increasing Popularity of Social Media

As the number of social media users continues to grow annually, it is evident that individuals from various generations are engaging with these platforms daily. The survey focused on popular social media platforms, their usage time allocation, the types of information sought, and various opinions regarding social media.

Preferred Social Media Platforms

According to the study, the most commonly used social media platforms are LINE and YouTube, with approximately 50-60% of respondents indicating that they frequently use these services. Following these are X (formerly Twitter) and Instagram, each used by about 30% of the surveyed individuals. Notably, the use of LINE increases with age, while YouTube and X are more popular among younger demographics. Meanwhile, Instagram is predominantly favored by women, especially those in their 20s to 40s.

Breakdown of Social Media Usage Time

The survey further categorized the average time spent on social media into specific activities. Most notably, video viewing and messaging constituted about 30-40% of usage. Interestingly, self-information dissemination accounted for only 4.9% of the total time. Here, men showed a preference for watching videos, whereas women favored messaging, both surpassing 40% in their respective categories.

Preferred Information Categories

When analyzing which genres users prefer to check through social media versus traditional search engines, it was observed that people tend to rely more on search engines for a variety of topics. However, the top two genres checked on social media include entertainment/hobbies and news/current events. The areas where the user checks reveal minimal differences between social media and search engines include music/art, fashion/beauty, fitness, and celebrities.

Perceived Benefits of Social Media

Respondents reflected on the positive aspects of social media, with notable mentions such as the ability to learn about diverse perspectives and values, as well as the ease of communication with friends and family. The latter benefit appeared more significant among older age groups, indicating a pattern of increased reliance on social platforms for familial interactions.

Memorable Social Media Topics

The survey also highlighted various discussions and events that left lasting impressions on users. Noteworthy topics included the Trump tariffs, the earthquakes in Myanmar, and controversies involving major corporations—underscoring a clear inclination toward news-related discussions.

Survey Methodology

The survey was conducted using an online research method, leveraging Cross Marketing's self-survey tool, QiQUMO. It encompassed all 47 prefectures in Japan, collecting effective responses from 1,100 participants, with the data collected between April 4 and April 6, 2025.

Conclusion

This research offers valuable insights into the evolving social media landscape in Japan, showcasing how different demographics interact and engage with various platforms. With a substantial portion of the population consistently utilizing these services, the impact of social media on everyday life cannot be understated. Understanding these trends is essential for businesses and marketers looking to navigate the digital realm effectively.

For further details, visit Cross Marketing.