#Japan #Tokyo #Social Media #User Engagement #Cross Marketing

Understanding Social Media Engagement in 2026

In June 2026, Cross Marketing Co., Ltd., based in Shinjuku, Tokyo, conducted a comprehensive survey to understand social media use among Japanese individuals aged 20 to 69. The study sampled 3,000 participants nationwide, focusing on several key aspects: usage patterns, posting and viewing behaviors, and reasons behind following or unfollowing profiles. The results shed light on a rapidly evolving digital landscape in Japan.

Survey Findings

1. Current Social Media Usage

The data indicates that a significant 83% of individuals engage with social media. Platforms such as LINE and YouTube are the most popular, with usage rates around 70%. Other social media sites like X, Instagram, TikTok, and Facebook have lower user engagement, ranging from 20% to 40%. Interestingly, younger demographics show a higher propensity for platforms like X and Instagram, with usage increasing among younger age groups.

2. Patterns of Use

Of those using social media, 66% primarily browse, while 25% post occasionally, and only 9% post regularly or frequently. Notably, about 50% of individuals in their 20s reported being active posters, a figure that declines with age—60s users maintaining a posting rate of about 20%.

3. How Users Engage

When it comes to everyday engagement, the top three activities include browsing content, watching videos or live streams, and reacting with likes. Users in their 20s reported a significant interest in both viewing live content and engaging with likes, reaching nearly 40%. In all age groups, reactions are preferred for their immediacy over comments requiring more time to compose.

4. Unfollowing Trends and Reasons

Notably, around 50% of participants admitted to unfollowing accounts at some point, with this figure rising to nearly 60% among 20 to 30-year-olds. The predominant reasons for this behavior included losing interest (48%), finding the content uninteresting or unhelpful (40%), and encountering unpleasant posts (28%). The latter concern was especially prevalent among younger users, with more than 30% citing it as a reason to unfollow.

5. Key Factors When Obtaining Information

When acquiring information via social media, users prioritize the credibility of the source and the clarity of the content presentation, both at 26%. Additionally, they value the recency and efficiency of the information (19%). Trustworthiness appears particularly crucial for users aged 60 and over.

Report Structure

The report breaks down responses based on several demographic factors, including gender, marital status, age, and income level. Key findings encompass:

• - Types of social media used
• - Time spent on social media daily
• - Methods of engagement on social media
• - Experiences of unfollowing accounts
• - Reasons for not posting or not using social media

Conclusion and Implications

The insights from this survey provide crucial understanding for marketers and social media strategists aiming to connect with Japanese audiences. As social media continues to evolve, understanding users' behaviors, preferences, and reasons for disengagement will be vital in refining engagement strategies.

For further information or to obtain the full report, please visit Cross Marketing.

About Cross Marketing Co., Ltd.

Founded in April 2003, Cross Marketing specializes in marketing research and consulting services. With their headquarters in Tokyo, they have been at the forefront of analyzing consumer behavior and market trends in Japan.

Contact Information:
- Phone: 03-6859-1192
- Email: [email protected]
- Website: Cross Marketing

For proper citation of this report, please credit Cross Marketing accordingly.