April 22, 2009

Japanese Social Technographics® Revealed

In Japan, Consumers Use Social Media, But Marketers Usually Don't — Yet

by Steven Noble

with Christine Spivey Overby, Jean-Yves Lugo, Rebecca Jennings

Executive Summary (This is a document excerpt)

Social media is now mainstream for consumers in Japan, where 81% of online adults regularly use it. However, social media lives in the margins for many marketers in Japan, where most have few social media marketing case studies — or none at all. Against this backdrop, innovative marketers have a clear opportunity to break away from the pack. In particular, they should: engage more users than just young adults; create content to delight mobile mavens; and help wealthy professionals to control their world. Their mottos should be mobility, privacy, and respect.

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