Posted by Chia-Yi in Ethnic Marketing, Marketing-Communications Japan | 0 Comments
A multitude of uses
More and more, the Japanese are using social media to get informed on a mass of subjects, but also to shop. As they tend to ask for advice from their entourage, these users are thus less impressionable through advertising. As a result, this leads to a behavioural modification. Beforehand, the Japanese preferred to pay more in order to get better quality. With the anonymity offered by the internet however, a bridge between the customs of North-Americans and the Japanese can be seen. In fact, the Japanese have begun to buy cheaper products thanks, among others, to the mass arrival of online shops.
Posted by Chia-Yi in Ethnic Marketing, Marketing-Communications Japan | 0 Comments
Their own social networks
The division of social networks into sub-groups means that the networks connect the public more precisely. The people of Japan and their unique culture have enabled the hatching of networks that are, on the whole, only used by the Japanese. The major players, such as Facebook, are practically unused in the country and are disregarded in favour of sites such as Mixi, Gree and Mbga. Mixi, which allows a user to open an account by providing a Japanese cell phone number, currently has over 21 million users. Gree, which is aimed at the young, has recently become the most popular social network in Japan with 21.25 million registered users. The success of certain social media is linked to the considerable interest that the young Japanese have in video and online games. MGBA, the leading site in this regard, is one example of these social media that targets a very specific audience and that achieves success. In comparison, Facebook is used by less than 2 million Japanese.
The weak popularity of Facebook in Japan can be explained partly because Mixi and Gree have functions that are very similar to those offered by the American giant. The Japanese adaptation of Facebook however, is not enough to convince the young to use this network. Mixi and Gree, being Japanese products for the Japanese, understand more the tastes, customs and interests of its users. It is thus normal that these networks are more popular in Japan.
Several communities are created within these social networks based around a specific interest. Each network has its own audience that is often specifically targeted: white-collar workers, women, young people, fans of online gaming, etc. As a result, it is important for companies wishing to communicate with their customers to establish a presence on all major social networks. This allows them to further understand potential customers and to create loyalty among their current customers.
Posted by Chia-Yi in Marketing-Communications Japan | 0 Comments
Major changes in the dynamic
The strong penetration of the Internet in Japan has resulted in a very sophisticated use of it by the Japanese. They use powerful online tools and are not hesitant to voice their opinions on them. The opinions of users are published on the Internet and are available to everyone around the world. User access to such efficient communication tools can cause a lot of damage to the brand image of a company. This thus aids to slacken the control companies have over their transmitted messages and increase the power of Internet users. This explains why more and more companies are setting up shop on social networks. Such an emergence on social networks allows users to communicate directly with companies, to put forward their opinions and to influence these companies.
Posted by Chia-Yi in Ethnic Marketing, Marketing-Communications Japan | 0 Comments
The Japanese digital ecosystem
Social media on the Internet have exponentially grown in popularity across the world in recent years. One can find numerous social networks on the Internet, some of which have a very precise target audience. Japan is no exception to this phenomenon.
Posted by Chia-Yi in Ethnic Marketing, Marketing-Communications China | 0 Comments
Statistics on Chinese Internet users
With a total population that exceeds 1.4 billion people, it is not surprising that the number of Internet users in China alone surpasses the total sum of users from many Western countries. Statistics on Internet use in China could give readers a sense of vertigo. It is estimated that over 300 million Chinese are Internet users, which is more than the total population of the US. Statistical forecasts suggest there will be close to 500 million users in 2015 which represents dazzling growth. Up to 92% of Chinese Internet users use social media, which is often made by and for Chinese users, despite the success of Facebook and Twitter. In comparison, only 76% of American Internet users in the US use these social networks. We can see that the Chinese, like the Japanese, are very fond of the Internet. Considering that the culture is totally different, it is normal that sites which have achieved great success in the West, don’t fair as well in Asia. Asian social networks often offer similar options but are integrally different.
Furthermore there are over 100 million Internet users in the rural regions of China alone. 60% of Chinese Internet users use mobile Internet (through intelligent phones such as iPhones from Apple), a tool which is expanding year on year throughout the world. For the majority of Asians, the Internet is a medium primarily used on cell phones. Numerous social networks in Japan require a cell phone number in order to register. It is important to know that cell phones in Asia have many functions that have not yet been developed in North America. Among others, it is possible to access public transport and make purchases from a cell phone. The Chinese are increasingly using their cell phones to get online to the point where computer sales are lower than those of telephones. This shows the major difference that exists between North-American and Asian users. These statistics also make it possible to see the vast scale and the possibilities that are offered to those who wish to succeed on the Web in China.