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Social Network Services in Japan

Social Network Services in Japan. Yuya Muraki. SNS around the World. SNS In Japan. Who is winning in Japan ?. Twitter 6 million EST. Facebook 2.5-3 million EST. Active SNS Users In Japan. Facebook Mixi Comparison. 42.3 % F emales 57.7 % Males. 59.5% Females 40.5% Males.

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Social Network Services in Japan

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  1. Social Network Services in Japan YuyaMuraki

  2. SNS around the World

  3. SNS In Japan

  4. Who is winning in Japan ? Twitter 6 million EST. Facebook 2.5-3 million EST.

  5. Active SNS Users In Japan

  6. Facebook Mixi Comparison 42.3% Females 57.7% Males 59.5% Females 40.5% Males

  7. Facebook Mixi Comparison • Barker (2011) 84% of Mixi subscribers used the diary feature compared to 4% of Facebook users. • 88% of Facebook users posted music, while only 8% of Mixi users did so. • mixiis a “closed SNS” (Komaki, 2010). Its membership was invitation only from an existing user until March 1, 2010. • Both PC and cell phone address are required to start mixi while Facebook and MySpace require only PC address. • 84.3% of Japanese Facebook users reveal their name to people compared to only 20% of mixi users (MOBILE MARKETING DATA LABO., 2011). • Facebook is used as a private communication tool by 53.2% of users and mixi is used as so by 81.0% of users.

  8. ありがとう

  9. E09059 Kaho Sakamoto Mobile Internet Usage in Japan

  10. Background • 1969, in the U.S.- Internet was invented • Purpose: to share information on research and development • 1990s- researchers succeeded to make computers as the products in the world market. PC was introduced in Japan, and it became popular in the late 1990s. Purposes: email and Internet

  11. Also, mobile phone companies introduced Internet services in the late 1990s. • Very few people used it because it costed a lot. • NTT Docomo and Au announced a new “Flat-rate packet plan”(パケット定額, unlimited plan) in 2004. • The number of contractors increased • In 2005, the number of mobile Internet users exceeded that of PC users. • 66.01million < 69.23 million

  12. User statistics & user demographics-1 the Ministry of Internal Affairs (総務省)： In 2010, the number of Internet users had increased to 94.08million = 78 percent of the total population

  13. User statistics & user demographics -2

  14. generation and income difference in Internet usage (‘08-’09) EVERYONE uses the mobile internet , but the most active mobile Internet users belongs to the group of 12-19 year old school girls all age and income groups got more familiar to mobile Internet.

  15. mixi twitter facebook Why people use mobile internet and how they use it skype music Ringtones（着うた） youtube

  16. Compared to other countries • Japan : 75.2% • The U.S. : 43.7% • Europe : 38.5% of mobile phone holders used the mobile browser and applications to download some contents.( Comscore ,2011)

  17. Smart phone usage ratio • % of smart phone users in 2010 March - 7.0 % April - 17.1 % July - 22.6 % September - 27.8 % December - 48.1 % Analysts expect that more than half percent of people will have smart phones by year 2012.

  18. Thank You !

  19. How social games have been accepted in Japan

  20. The First Game Boom in Japan • Space Invaders invented by Taito in 1978(Baba, 1996) 馬場 宏尚(著) ソニー・セガ・任天堂 ゲーム機最終戦争エール出版社 (1996/10)

  21. 6 million The Japanese video gaming population • The Japanese gaming population dropped to 31 million in 2009. (37.4 million in 2007) • 45.4% of non-video game player answered they have no interest in gaming and 45.2% responded that they have other device/activity they want to buy/want to do. (CESA) 6 million Social Games Computer Entertainment Supplier's Association

  22. WHY? The number of the people who use major social games sites in Japan social games are becoming more and more popular. Shintaro Okazaki, Maria Jesus Yague (p189) 2010 15 million +9.96 + 9.36 15 million + 5.45 18 million million 2009 - DcCollierhttp://www.slideshare.net/d3ntaku/jp-soc-games-v03 2011 - mixi.co.jp/, gree.co.jp/, dena.jp/

  23. WHY? Main Points • The Simplicity The easiness The time frame • Play With Friends The invitation driver

  24. The Simplicity • when you play pachinko, all you need to do is give a wrench at the handle. TV also needs only a button. Social games have to be in this way. (GREE’s head Mr. Tanaka - Itmedia.co.jp)

  25. The easiness • Top 5 applications of mixi 1. Sunshine ranch (Rekoo) ≒Farm Ville 2. Friends scorecard* (Soratobu) 3. Make City, ≒ My City Life 4. Kaitouroyale, ≒ Mafia Wars 5. Kanji test (DRECOM). (mixi 2010) • Do not require difficult handlings or instantaneous assessments. • The enter key or click brings forward the social games. New customers called light users such as female customers.

  26. In 2003, only 78/500 women (over 6 years old) play video games. (CESA) • In 2010, there are 51.9% female social games users. (RBBToday) 2003ＣＥＳＡレディース調査報告書 RBBToday: http://www.rbbtoday.com/article/2010/01/21/65121.html

  27. The time frame • Social games do not require playing much time for one day. • Instead of taking some hours for one time, people take 5 to 10 minutes for 3 times.

  28. How Long Do People Play Social Games A Day *This questionnaire is questioned to 400 both male and female aged 20 to 49 (SoftBank Human Capital, 2010) http://www.softbankhc.co.jp/press/release/20100914/130000.html

  29. When Do People Play Social Games

  30. Play With Friends • The mutual activity with one’s friends is the core of social games. (Yokoe & Nakashima. 2011) • The core of Social games is not the quality but information exchanges and mutual experiences with friends. (Representative executive of looops communications Mr. Saito - Japan.internet.com)

  31. The invitation driver • Encourages people to invite their friends into its contents. • People can get a prize when people invited new friends and the friends confirmed their invitations. In addition, the more friends they have the more extra advantage they can get.

  32. Answers of question “Have you ever invite your friend to social games?”

  33. Reasons to invite friends (multiple answers allowed) *This questionnaire is asked to 205 people who answered yes to question of table 3.

  34. Conclusion • Nonconventional mechanisms which video games and online games do not contain built an extraordinary success. • The simplicity and the short time frame are efficient to draw light users’ interests; the cooperative activity and the invitation driver expanded the wave of exchange and increased customer acquisition. • To choose the system which suits people nowadays in Japan had an important role for social games to success.

  35. Extra Info Social games sites which people use the most (choose one)

  36. Internet Usage in Japan A09073 Ai Nishimuta

  37. Ⅰ. History of Internet in Japan ・ Started in September of 1984; connecting two computers between Tokyo Institute of Technology and Keio University, only with 300 bps. ・Prf. Ishida tried to expand this network all the universities in Japan. ・The privatization of Japanese telecommunication was achieved in April 1985. Incredibly slow! ・NTT offers a 100-Kbps channel to ordinary houses now. 1Kbps=1000bps (e-words; http://e-words.jp/w/bps.html) (Esaki,2008)

  38. 2. Number Ⅱ. Status of Internet utilizationin Japan (population) (Ministry of Internal Affairs and Communications “ Communication Usage Trend Survey ”, 2009) ★ The penetration rate of broadband Internet for residential home in Japan has reached 95% as of March 2007.

  39. ３. How do people access to the Internet? PC Cell phones Games & TV ・About 70% of people use both PC and cell phones. (6,492 million people) (White Paper “Information and Communications in Japan”,2010)

  40. ４. Generation % Age ・Gaps between generations ・number of the elderly who use the Internet has increased rapidly. (White Paper “Information and Communications in Japan”,2010)

  41. ５. Gender (the Cabinet Office,2007) ・Genders gap among the elderly % Age

  42. 6. Purpose of Internet Use % (Kimura,2002)

  43. 7. Self-disclosure on the homepage % (Kimura,2002)

  44. Sources; Ministry of Internal affairs and Communications White Paper “Information and Communications in Japan”,2010 H. Esaki , H. Sunahara, J. Murai Broadband Internet Development in Japan, 2008 The Cabinet Office A public opinion poll,2007 T. Kimura Cyberspace as socio-psychological Space: Cross-Cultural Comparison among the Japanese, Koreans and Finns,2002

  45. ありがとう

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