Survey of 357 People: 59% of Japanese Know Reddit, 90% See Positive Results from Business Use
While Reddit is used by hundreds of millions of people worldwide each month as a community-driven platform for information and discussion, little has been systematically revealed about its recognition and usage in Japan.
As Reddit continues to gain global presence, understanding how it is perceived and utilized in the Japanese market is essential for companies eyeing Japan as a key growth opportunity, as well as for brands considering global expansion.
To address this, we at hotice conducted a survey of 357 respondents in Japan. The study explored Reddit’s awareness levels, user purposes, frequency of use, its influence on everyday life decisions such as purchases and career choices, and how companies are leveraging the platform for business.
This research not only provides quantitative insights into Reddit’s positioning in Japan but also serves as valuable input for evaluating future marketing and PR strategies. In this article, we outline the survey overview and highlight key findings to shed light on Reddit’s role in Japan.
Overview of the Japan Survey (357 Respondents)
This survey was conducted to clarify the level of awareness, actual usage, and current business applications of Reddit in Japan. The study was led by hotice, a company specializing in influencer marketing, with the intention of providing valuable data for businesses considering global expansion.
The research was carried out in the form of an online questionnaire, with responses collected from 357 residents across Japan. The sample included a wide range of ages and professions, enabling a multifaceted understanding of how Reddit is recognized and used.
The survey items went beyond measuring awareness alone, covering usage frequency and purposes, Reddit’s influence on daily life decisions such as purchases and career choices, as well as corporate adoption and perceived business effectiveness.
The survey was conducted on September 26, 2025. With 357 respondents, the sample size is statistically sufficient to capture meaningful trends and provides valuable insight into Reddit’s position within the Japanese market.
While Reddit has already reached hundreds of millions of users worldwide, usage in Japan has only been discussed anecdotally until now. This study helps fill that gap by clearly presenting the current state of Reddit in Japan.
Awareness Rate of 59% and Actual Usage Frequency
The survey found that Reddit’s awareness rate in Japan stands at 59.4%, with 212 out of 357 respondents saying they are familiar with the platform. On the other hand, 145 respondents (40.6%) reported that they do not know Reddit, indicating that while the platform has surpassed majority awareness, a significant portion of the population still remains unfamiliar.
Among the 212 respondents who recognized Reddit, usage frequency showed a more limited picture. Only 7.6% reported using Reddit “almost every day.” 25.0% said they use it “a few times a week,” 32.1% use it “a few times a month,” and 35.4% said they “rarely use it.”
This distribution highlights that the majority of Reddit users in Japan are light users, with only a small share actively engaging on a regular basis. Overall, Reddit has achieved a degree of recognition in Japan, but its actual usage remains relatively limited. In other words, many Japanese fall into the category of “knowing the name but not actively using the platform,” pointing to Reddit’s still-developing presence in the market.
That said, the fact that awareness has already surpassed 60% is significant. With the right marketing strategies, there is considerable potential to expand the user base. Compared to its massive global influence, Reddit’s presence in Japan is smaller but steadily growing, suggesting meaningful room for future growth.
Main Purposes of Use: Information Gathering and Hobbies (49%)
Among the 212 respondents who recognized Reddit, 137 reported actually using the platform. When asked about their purposes for using Reddit, the top responses were:
- Information gathering (news and trends): 49.6%
- Participation in hobby communities: 49.6%
This indicates that Japanese users are leveraging Reddit both as a source of timely information and as a space to engage with communities built around everyday interests or specialized topics.
The next most common purpose was learning and research (44.5%), showing that a significant number of users view Reddit as a resource for knowledge acquisition and exploration. In addition, 22.6% cited “interaction with overseas users,” highlighting Reddit’s unique value as a platform with a global user base that facilitates international communication.
Taken together, Reddit use in Japan centers on three primary purposes: information gathering, hobby sharing, and learning. The emphasis on news and trends aligns with Japanese users’ preference for immediacy and authentic user voices, setting Reddit apart from other social platforms.
Participation in hobby-based communities may also play a complementary role, filling a gap left by platforms like Twitter (X) and Instagram, which tend to dominate information sharing in Japan.
Notably, more than 20% of respondents reported using Reddit to interact with overseas users. Few platforms in Japan enable such direct connections with international audiences, making Reddit uniquely positioned as a tool for global engagement.
For individuals seeking cross-border information and communication, Reddit serves as a valuable platform. This aspect could also provide Japanese companies with a stepping stone for expanding into international markets in the future.
Behavioral Impact: 33% Purchase, 34% Lifestyle Change
Among the 137 respondents who reported using Reddit, the survey examined how the platform influences their daily lives and decision-making.
The most common response was “researched products or services” (51.1%), showing that Reddit functions not just as a space for information sharing, but also as a driver of purchase-related research.
The second most common response was “changed their lifestyle” (34.3%), with users reporting that Reddit influenced hobbies, daily habits, or personal choices. Following this, 32.9% said they had actually purchased a product or service based on Reddit, meaning roughly one in three users has translated online discussions into real-world buying decisions.
Another 25.6% said Reddit had led them to reconsider investments or career paths, underscoring the platform’s role in shaping major life decisions beyond consumer behavior.
These results highlight Reddit’s distinctive role as more than a forum-style social network—it is a platform that drives tangible actions and qualitative lifestyle changes. For businesses, the fact that over 30% of respondents reported making purchases influenced by Reddit is a particularly significant figure that cannot be ignored.
Traditionally, Reddit in Japan has been seen as a platform with relatively high awareness but low active usage. However, this survey shows that among users, there is a clear subset whose purchasing and career decisions are shaped by the platform.
The findings suggest that Japanese users view Reddit as a trusted information source, especially given the higher quality and specialization of discussions compared to other social platforms. This credibility appears to translate directly into purchasing decisions and lifestyle shifts.
For companies considering Reddit as part of their marketing strategy, attention should be paid to this “behavior-changing influence,” which could be leveraged to reach audiences at critical points in their decision-making journey.
Business Use Cases: 78% Have Leveraged Reddit
Out of the 212 respondents who were aware of Reddit, 137 reported actual usage. When asked whether they had used Reddit in a business context, 78.1% (107 respondents) said yes. This reveals that even within Japan, a notable portion of users are already integrating Reddit into their professional activities.
The most common business use case was product or service promotion (50.5%). This was followed by customer communication and feedback collection (46.7%), market research (34.6%), and recruitment or hiring activities (32.7%). Additionally, 25.2% reported using Reddit for researching potential partners or business contacts, illustrating the platform’s wide-ranging role in corporate activities.
What stands out is the strong use of Reddit for promotion and customer feedback, leveraging the platform’s unique advantage of capturing honest user voices. Unlike many traditional social networks, Reddit’s relative anonymity encourages candid opinions, making it a valuable environment for companies to gather unfiltered reactions.
At the same time, the fact that around one-third of respondents reported using Reddit for hiring and market research indicates that the platform’s influence extends beyond promotion, contributing to strategic decision-making and talent acquisition.
For companies with a global outlook, Reddit offers the dual benefit of connecting with international audiences while also capturing the sentiment of Japanese users. This positions Reddit as a versatile tool not just for marketing, but for broader business strategy.
Perceived Effectiveness and Future Intentions
Among the 107 respondents who had used Reddit for business purposes, 33.6% reported “significant impact,” while another 56.1% said they experienced “some impact.” Combined, nearly 90% acknowledged positive results from their business use of Reddit.
In contrast, only 8.4% said the impact was minimal, and just 1.9% reported no impact at all. This indicates that the number of users who felt Reddit did not contribute meaningfully to their business outcomes was very small.
These findings suggest that Reddit has already earned credibility in Japan as an effective business channel directly tied to measurable results. Particularly noteworthy is the fact that over one-third of respondents experienced major benefits, highlighting strong expectations for Reddit in areas such as marketing and customer insights.
This effectiveness can be attributed to Reddit’s community structure, which naturally attracts users with strong interests in specific topics. For businesses, this makes precise targeting and audience engagement far more achievable compared to other platforms.
When asked about future intentions, 30.8% said they plan to use Reddit actively, while 61.7% said they would use it as needed. In total, more than 90% expressed willingness to continue using Reddit for business in the future. By contrast, only 5.6% expected limited use and 1.9% said they would not use it at all, making negative responses a clear minority.
Overall, while Reddit’s user base in Japan remains relatively limited compared to global figures, the survey shows that those who have adopted it for business are seeing tangible results and are motivated to keep leveraging it. For companies, this underscores Reddit’s growing value as a marketing and business channel worth active consideration.
Reddit’s Potential in the Japanese Market
This survey revealed that 59% of respondents in Japan are aware of Reddit, meaning the platform is already recognized by a majority of the population. While active use remains limited, the findings show that Reddit is influencing decisions related to purchasing, lifestyle, and careers—particularly through information gathering and participation in hobby communities.
Among those who have used Reddit for business, nearly 90% reported positive results, underscoring its strong effectiveness in areas such as promotion, customer feedback, and market research. This indicates that Reddit holds significant untapped potential for future growth in the Japanese market.
At hotice, we specialize in influencer marketing and have deep expertise in the Japanese social media landscape. By leveraging our knowledge of the latest trends in SNS usage in Japan, we support companies aiming for successful global expansion.
If you are considering opportunities in Japan, we encourage you to reach out—we would be delighted to explore how Reddit and other platforms can strengthen your market strategy.
