#Japan #Tokyo #Microsoft Copilot #Google Gemini #Chat GPT

Recent Trends in AI Assistant Usage

Nielsen Digital, headquartered in Minato, Tokyo, has published its Monthly Total report based on its Nielsen Digital Content Ratings, shedding light on the growing prevalence of generative AI assistants in digital spaces. The report indicates that within this emerging category, ChatGPT leads significantly, boasting an impressive user base of 9.31 million, followed by Google Gemini with 2.61 million and Microsoft Copilot with 1.90 million users. The data showcases that the average usage time for ChatGPT stands at a remarkable 91 minutes and 34 seconds per month, making it the leader in engagement, with Claude following at 54 minutes and 39 seconds.

Demographic Insights

The analysis highlights a notable trend: younger audiences are increasingly engaging with these AI platforms. When examining the Target Rating Point (GRP) across different age groups, the cohort aged 18-34 demonstrated the highest engagement with a GRP of 1,172%, followed by the 35-49 age group at 922%. These figures underscore the appeal of AI assistants among younger generations.

In terms of specific usage patterns, the 18-34 age group alone accounts for 3.93 million users of ChatGPT, with Google Gemini trailing at 710,000 users. Furthermore, ChatGPT not only tops the charts in user numbers but also in frequency of use, with an average of 60 interactions per month, far surpassing Perplexity, which captures about 20 interactions.

The Impact of Generative AI

The past few years have seen a rapid implementation of AI technologies, especially generative AI, fundamentally transforming how individuals gather information. Consumers are moving beyond traditional search engines and social media platforms, seeking tailored information and conversational experiences that AI can provide. This shift is influencing decision-making and purchasing behaviors, prompting marketers to acknowledge and strategize around these new dynamics.

While some services like Perplexity and Claude may have fewer users, they demonstrate high usage frequency or extended session lengths. Hence, even lesser-known platforms can have significant interaction metrics.

To effectively engage with the changing landscape of information gathering, it becomes critical for marketers to grasp who the users of AI services are, what their objectives are, and how frequently they interact with these platforms. Developing strategies informed by these insights can enhance advertising approaches and outreach methods, particularly towards the younger demographic that is exhibiting distinct patterns in service usage.

Nielsen Digital Content Ratings

Through its Nielsen Digital Content Ratings, Nielsen offers comprehensive insights into how audiences interact with digital media across platforms, including PC, mobile, tablet, and connected TV (CTV) devices. This service enables media companies to understand consumption trends, facilitating transparency in advertising sales and fostering competitive advertising solutions. Advertisers and ad agencies can leverage these insights to better allocate budgets and strategize their purchases effectively. Daily data updates are made available shortly after collection, allowing entities to quickly access the latest usage statistics.

For more details on Nielsen Digital Ratings, you can visit Nielsen's website.

### About Nielsen Digital Co., Ltd.
- Company Name: Nielsen Digital Co., Ltd.
- Headquarters: 11th Floor, Akasaka Tamachi Tower, 2-17-7 Akasaka, Minato-ku, Tokyo 107-0052
- Established: May 1999
- CEO: Dean Matthew Richardson
- Major Shareholders: Nielsen Company (USA), Video Research Co., Ltd.

Nielsen Digital, as the Japan division of Nielsen Global Media, provides solutions aimed at audience measurement, advertising analysis, and media analysis, helping clients make informed decisions.

The Role of Nielsen

Nielsen stands as a leader in audience measurement and analytics, shaping the media landscape by providing deep insights into audience behaviors across various channels and platforms. With a presence in over 55 countries, Nielsen is dedicated to supporting clients in connecting with their audiences effectively. For more information, visit Nielsen's official website.