New Trends in LINE Official Accounts: Insights from 2025 Consumer Survey

Analysis of LINE Official Account Usage Trends in 2025

As technology evolves and the way we communicate changes, LINE has become an indispensable tool especially among older demographics. A recent survey conducted by Mobilus, a company specializing in customer experience (CX) solutions, shed light on the usage trends of LINE Official Accounts among consumers in Japan. The report revealed remarkable insights, particularly regarding the 60 and older age group, which has seen significant growth in their use of LINE over the last five years.

Key Survey Findings

1. Increased Adoption Among Seniors: The survey indicates that approximately 70% of individuals aged 60 and above are currently using LINE, marking a 10% rise since the previous analysis five years ago. This trend underscores that active seniors are increasingly embracing social media for communication.

2. Younger Users Prefer Interaction: Among younger users aged 20 and 30, about 70% express a preference for engaging with companies via chat features, which reflects a broader transition where LINE functions not merely as an information receiver but as a comprehensive operational tool.

3. Chat Convenience: The survey revealed that 90% of respondents find human chat and chatbots to be convenient. There is notable growth in appreciation for chatbots, with their approval rating rising from 84% three years ago to 94% this year.

4. Desire for Assistance: Over 60% of respondents wish to utilize the chat feature of LINE Official Accounts for inquiries and consultations, with this figure climbing to 70% among users in their 20s and 30s.

5. Blocking Experiences: Concerns about communication frequency emerged, with 70% of users reporting they have blocked LINE Official Accounts, especially among younger users. The primary reasons cited were the frequency of information distribution and account organization.

6. Feedback Loops: A quarter of users indicated that the excessive frequency of updates and account management were key reasons for blocking Official Accounts. Interestingly, seniors expressed greater concern regarding information distribution frequency.

7. Sustained Engagement: Despite these concerns, more than 60% of users indicated they would continue to use specific LINE Official Accounts under certain conditions, such as regular coupon distributions and relevance of information shared.

8. Recent Additions to Accounts: Shopping, dining, and service industries were the most commonly added categories for LINE Official Accounts in the past year, with young users actively seeking practical benefits and information from various services.

9. Motivations for Follow: Approximately 50% of respondents reported that acquiring LINE stickers and coupons was a primary motivator for following Official Accounts, with 60% of users over 40 citing the same reason. Young users particularly showed interest in direct inquiries with service operators.

10. General Convenience: An impressive 80% of respondents consider LINE Official Accounts convenient for communication with businesses, indicating widespread acceptance across all age groups.

The Findings Explained

The data demonstrates a clear trend: users are not only utilizing LINE for basic communication but are also engaging in proactive interactions including inquiries and service confirmations. This evolution signifies a shift from passive consumption of information to active participation in customer-brand interactions.

As businesses strive to establish durable relationships with consumers, a two-way communication model is becoming essential. It's evident that a mere one-way delivery of information is insufficient; users now demand meaningful engagement that aligns with their needs.

In light of these findings, companies aiming to leverage LINE Official Accounts must prioritize the delivery of relevant, compelling content and employ strategies that foster ongoing interactions. Features such as personalized messages powered by AI, loyalty programs through coupons, and effective use of chatbots can enrich user experience significantly.

This survey lays a sound foundation for future endeavors aimed at improving customer service and building trust through technology. As Mobilus continues to innovate in the CX tech landscape, businesses are encouraged to rethink their communication strategies, especially in regards to the significant and growing senior demographic.

For more detailed insights and demographic breakdowns, the full survey report is available for free download on the Mobilus website.