social network services in japan yuya muraki sns around the world
TRANSCRIPT
Social Network Services in Japan
Yuya Muraki
SNS around the World
SNS In Japan
GOCO 2003
GREE & MIXI 2004
MYSPACE 2006
FACEBOOK 2008
Who is winning in Japan ?
MIXI22 Million
MobageT. 22 Million
GREE 25 Million
Twitter 6 million EST.Facebook 2.5-3 million EST.
Active SNS Users In Japan
MIXI GREE Mobage
18.00%
9.50% 9.70%
Facebook Mixi Comparison
59.5% Females40.5% Males
42.3% Females 57.7% Males
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.
• mixi is 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.
ありがとう
MOBILE INTERNET USAGE IN JAPAN
E09059 Kaho Sakamoto
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
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
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
User statistics & user demographics -2
generation and income difference in Internet usage (‘08-’09)
all age and income groups got more familiar to mobile Internet.
EVERYONE uses the mobile internet , but the most active mobile Internet users belongs to the group of 12-19 year old school girls
Why people use mobile internet and how they use it
Top Mobile Web Activities* June 2007Total Japan, Age 15+**Source: comScore Mobile Web Metrix
Email 75% News/Information 52% Search/Navigation 51% Games 39% Blogs 38%
skype
music
Ringtones （着うた）
mixi twitter
youtube
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)
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.
Thank You !
HOW SOCIAL GAMES HAVE BEEN ACCEPTED
IN JAPAN
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)
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
social games are becoming more and more popular. Shintaro Okazaki, Maria Jesus Yague (p189) 2010
The number of the people who use major social games sites in Japan
mixi
mobage
gree
0 5 10 15 20 25 30
20092011
million
18 million
15 million
15 million
+ 5.45
+ 9.36
+ 9.96
2009 - DcCollier http://www.slideshare.net/d3ntaku/jp-soc-games-v032011 - mixi.co.jp/, gree.co.jp/, dena.jp/
WHY?
Main Points
The Simplicity
The easiness
The time frame
Play With Friends
The invitation driver
WHY?
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)
The easiness Top 5 applications of mixi
1. Sunshine ranch (Rekoo) Farm Ville≒2. Friends scorecard* (Soratobu)
3. Make City, My City Life≒4. Kaitou royale, Mafia Wars≒5. Kanji test (DRECOM). (mixi 2010)
1. Do not require difficult handlings or instantaneous assessments.
2. The enter key or click brings forward the social games.
New customers called light users such as female customers.
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)
2003 ＣＥＳＡレディース調査報告書RBBToday : http://www.rbbtoday.com/article/2010/01/21/65121.html
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.
How Long Do People Play Social Games A Day
Total
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
less than 5 mins
5 to 10 mins
10 to 20 mins
20 to 30 mins
30 to 60 mins
more than an hour
(SoftBank Human Capital, 2010) http://www.softbankhc.co.jp/press/release/20100914/130000.html
*This questionnaire is questioned to 400 both male and female aged 20 to 49
When Do People Play Social Games
Before
go to
bed
Lunch tim
e
Comm
ute tim
e
Right a
fter w
ake u
p
During th
e toile
t
While
work
ing
While
sm
oking
While
takin
g a b
ath0%
10%
20%
30%
40%
50%
60%
70%
80%
MaleFemale
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)
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.
Answers of question “Have you ever invite your friend to social games?”
Total
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
Reasons to invite friends (multiple answers allowed)
To have prizes/ points
To paly with friends
To be helped by friends
Others
0 10 20 30 40 50 60 70 80
*This questionnaire is asked to 205 people who answered yes to question of table 3.
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.
Social games sites which people use the most (choose one)
Extra Info
mixi GREE Mobage iPhone Androido Facebook Others0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Total20's30's40's
Internet Usage in Japan
A09073Ai Nishimuta
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)
2. Number
(Ministry of Internal Affairs and Communications “ Communication Usage Trend Survey ”, 2009)
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 20090
10
20
30
40
50
60
70
80
90
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
1,155 1,694 2,706
4,7085,593
6,942
7,7307,948
8,5298,754 8,811
9,0919,408
9.213.4
21.4
37.1
46.3
57.8
64.3 6670.8 72.6 73 75.3
78
Number of users Penetration rate (population)
★ The penetration rate of broadband Internet for residential home in Japan has reached 95% as of March 2007.
Ⅱ. Status of Internet utilization in Japan
３ . How do people access to the Internet?
(White Paper “Information and Communications in Japan”,2010)
・ About 70% of people use both PC and cell phones. (6,492 million people)
Cell phones
PC
Games & TV
４ . Generation
6~12 13~19 20~29 30~39 40~49 50~59 60~64 65~69 70~79 over 80
0
10
20
30
40
50
60
70
80
90
100
68.9
95.5 96.3 95.792
82.2
63.4
37.6
27.7
14.5
68.6
96.3 97.2 96.3 95.4
86.1
71.6
58
32.9
18.5
20082009
(White Paper “Information and Communications in Japan”,2010)
%
Age
・ Gaps between generations・ number of the elderly who use the Internet has increased rapidly.
５ . Gender
(the Cabinet Office,2007)
・ Genders gap among the elderly
20~29 30~39 40~49 50~59 60~69 over 700
10
20
30
40
50
60
70
80
90
78.779.9
74.6
53.3
31.3
14.5
79.6
64.759.6
35.5
16.9
3.5
MaleFemale
%
Age
6. Purpose of Internet Use
To search for topics to enrich my conversation with people
For activities in a group of the same hobbies and interests
For closer relationship with my acquaintances
To get new ideas and concepts
To kill time
To broaden my knowledge
To have fun
For entertain
To explore information
0 20 40 60 80100
16
33.9
46.5
46.7
67.2
78.4
79.4
86.9
98.7
%
(Kimura,2002)
7. Self-disclosure on the homepage
facial portrait of my family
home address
home telephone number
introduction of my family
my facial portrait
my real name
links to the sites of my friends or acquaitances
diary
my e-mail address
my hobbies and interests
0 10 20 30 40 50 60 70 80
0
2
4.1
6.1
12.2
20.4
38.8
55.1
57.1
69.4
%
(Kimura,2002)
Sources;
Ministry of Internal affairs and CommunicationsWhite Paper “Information and Communications in Japan”,2010
H. Esaki , H. Sunahara, J. MuraiBroadband Internet Development in Japan, 2008
The Cabinet Office A public opinion poll,2007
T. KimuraCyberspace as socio-psychological Space: Cross-Cultural Comparison among the Japanese, Koreans and Finns,2002
ありがとう