2024 SNS Usage Trends in Japan: User Statistics and Key Insights

Introduction

At hotice, we collaborate with companies both in Japan and overseas to develop effective marketing strategies centered around SNS (social networking services). As specialists in SNS marketing, we have compiled this article to highlight the latest SNS trends and user demographics in Japan.

This report provides valuable insights into the Japanese SNS market and its future trajectory. If you’re considering marketing in Japan, be sure to read on!

The findings presented here are based on research conducted by ICT Research Institute (ICT総研), one of Japan’s leading independent firms specializing in marketing and consulting. (Source: ICT総研)

Japan’s SNS Users to Reach 84.52 Million in 2024, Expanding to 85.5 Million by 2026

The number of SNS users in Japan continues to grow each year, and it is estimated to reach 84.52 million by the end of 2024. This figure accounts for 79.0% of Japan’s total internet users (approximately 107.04 million).

By 2025, SNS users are expected to increase by 610,000 annually, with an average monthly growth of 51,000 users.

Despite Japan’s declining population, the digitalization of administrative and healthcare services has led to an increase in smartphone adoption among all age groups, including seniors. As smartphone penetration grows, SNS user numbers are expected to rise as well, reaching 85.5 million by the end of 2026, with an SNS usage rate of 80.1% among internet users.

SNS Usage Rankings: LINE Dominates, TikTok Sees Rapid Growth

A survey conducted by ICT Research Institute in December 2024 (with 4,225 respondents) revealed that LINE is Japan’s most-used SNS platform, with a penetration rate of 74.7%. The rankings are as follows:

1. LINE (74.7%)
2. YouTube (65.4%)
3. X (formerly Twitter) (55.9%)
4. Instagram (54.5%)
5. TikTok (30.6%)
6. Facebook (19.8%)

Why is LINE So Popular in Japan?

The overwhelming popularity of LINE can be attributed to its dominance as Japan’s primary messaging app. Unlike other SNS platforms, LINE serves as a crucial communication tool for families, friends, and workplaces, making it an essential part of daily life.

Additionally, LINE integrates various lifestyle services, such as LINE Pay, LINE News, and LINE Shopping, further strengthening its user engagement. This all-in-one functionality sets it apart from other SNS platforms.

Why Is TikTok Growing So Rapidly?

A notable trend is TikTok’s significant growth, which has increased by +11% compared to two years ago, surpassing Facebook to claim the 5th spot in Japan’s SNS ranking.

The key drivers behind TikTok’s growth include:

• The rising popularity of short-form videos, particularly among teens and young adults.
• Increased demand for quick, entertaining content that can be easily consumed and shared.
• A highly sophisticated recommendation algorithm, which enhances user engagement by delivering highly personalized content.

User Satisfaction Rankings: TikTok Takes the Lead, X (Twitter) Declines

When ranking SNS platforms based on user satisfaction (measured on a 100-point scale), TikTok ranked highest with 86.5 points, followed by:

1. TikTok (86.5 points)
2. YouTube (85.6 points)
3. Instagram (85.3 points)
4. LINE (84.2 points)

Meanwhile, X (formerly Twitter) dropped from 5th place two years ago to 8th place, scoring 78.3 points.

Why Did TikTok Rank #1 in User Satisfaction?

TikTok’s high satisfaction rating is attributed to:

• The ability to enjoy high-quality, entertaining content in a short amount of time.
• An advanced algorithm that delivers highly personalized recommendations.
• A content creation-friendly environment that makes it easy for creators to share videos.

Why Did X (Twitter) Drop in Satisfaction?

Factors contributing to X’s declining satisfaction rating include:

• Algorithm changes and dissatisfaction with the verification system overhaul.
• The introduction of paid subscription plans and changes to platform policies.
• An increase in inappropriate content that has led to user disengagement.
• Changes in timeline display logic, making it harder for users to find the content they want.

Concerns Over SNS Usage Among Minors & Real-World Incidents

A survey on SNS usage restrictions for minors found that only 6.9% of respondents believed that minors should have unrestricted access to social media.

Conversely, a significant portion of respondents supported some form of restriction:

• 16.7% believed SNS should be restricted for users under 12.
• 22.9% (the highest percentage) supported restrictions for users under 15.
• 13.1% believed SNS should be restricted for users under 18.

Additionally, 18.9% of respondents believed that parental supervision should be mandatory, rather than imposing strict age-based restrictions.

Notable SNS-Related Incidents Involving Minors

In Japan, numerous social issues related to minors using SNS have emerged, including:

• Scams, identity fraud, and child exploitation through SNS.
• Cyberbullying and online harassment, leading to severe emotional distress.
• Cases of minors being lured into crimes by strangers they met on SNS.
• SNS addiction negatively impacting academic performance.

Due to these risks, the need for improved safety measures and parental supervision is becoming increasingly evident.

SNS Security Risks: Data Leaks & Account Hijacking Are Top Concerns

When asked about the biggest risks of using SNS, respondents cited the following concerns:

1. Data leaks (60.9%)
2. Account hijacking (50.8%)
3. Cyberbullying & online harassment (36.8%)
4. Excessive dependency on SNS (32.0%)
5. Scams & malicious links (31.9%)
6. Privacy violations (24.1%)
7. Misinformation & fake news (24.0%)
8. Interpersonal conflicts (20.0%)
9. Involvement in criminal activities (20.0%)

This data highlights the growing need for enhanced security measures to protect users. Companies must strengthen privacy policies, improve account security measures, and educate users on safe SNS practices.

Conclusion

This report summarizes the latest SNS trends and statistics for 2024 in Japan.

Japan’s SNS landscape is unique compared to other countries, with distinct user behaviors and platform preferences. Understanding these trends is key to developing effective marketing strategies in Japan.

At hotice, we have successfully implemented numerous SNS marketing campaigns in Japan and provide valuable insights for foreign businesses looking to enter the Japanese market.

If you’re interested in collaborating with us, feel free to reach out. We’d love to discuss how we can help you achieve success in the Japanese SNS market!