Most popular social media in Japan FY 2021, based on penetration rate
What makes LINE so popular?
The success story of the messaging service LINE started back in 2011 during the Great East Japan Earthquake. While conventional communication channels in affected areas had broken down to a large degree due to damages brought about by the earthquake and the subsequent tsunami, official sources as well as private individuals turned to online options for communicating news and confirming the safety of friends and family members. The LINE app, which was initially developed for communication between employees at NHN Japan, a Japanese subsidiary of the South Korean internet powerhouse Naver, was released for public use later that year. It appealed greatly to Japanese consumers due to its unique and customizable design, which allowed for both private and business usage. NHN Japan was renamed to LINE Corporation in 2013, and the company's annual revenue rose considerably in the years that followed.
How do Japanese use social networks?
While Japan has a high number of social media users, the Japanese market has a relatively low active social network penetration rate, especially when compared to neighboring countries, such as South Korea and Taiwan. Despite this context, people in Japan on average spend a considerable amount of time on social media per weekday, making social media one of the most time-consuming online activities. According to a survey, the leading reasons for using social media are communicating with already existing acquaintances as well as searching for information.