[Nielsen Digital Co., Ltd.] TOPS OF 2023: DIGITAL IN JAPAN ~ Nielsen announces ranking of number of internet service users and usage time in Japan in 2023
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Press release: December 20, 2023
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TOPS OF 2023: DIGITAL IN JAPAN ~ Nielsen announces ranking of number of internet service users and usage time in Japan in 2023
Nielsen Digital Co., Ltd. (Minato-ku, Tokyo, CEO Dean Matthew Richardson), which provides viewing behavior analysis services, is a Nielsen
Digital Content Audience Rating (Nielsen Digital Content
Tops of 2023: Total digital internet service usage ranking in Japan in 2023 based on data from Ratings).
“Digital in Japan” was announced.
For Japanese consumers, 2023 was a year in which many changes were seen in their daily lives, including the transition of the new coronavirus infection to a Type 5 infectious disease and the relaxation of various restrictions. Advanced AI services are appearing one after another in digital services, and “ChatGPT”, released at the end of last year, attracted a lot of attention in the business world. With the emergence of new digital services such as “Threads,” 2023 may have provided many opportunities for marketers to reconsider how to communicate more effectively with consumers.
First, if we focus on the total digital reach and number of users, excluding overlap between PC and mobile, as a digital service usage trend in 2023, there will be no major changes in the composition or ranking of the top 10 services compared to last year. did not. Similar to last year, the site with the largest number of users was “Yahoo Japan,” “Google,” and “LINE” all had over 80 million users, reaching over 60% of the population. On the other hand, retail media has been attracting attention in recent years as the third media after search and SNS, but “PayPay” is used by 50.67 million people and has become established as a service on a scale comparable to major media. (Figure 1).
Focusing on total digital usage time share, YouTube, which was in fourth place in terms of number of users, remained in first place as last year, accounting for 37% of total usage time (Chart 2). On the other hand, the usage time share of services that did not rank in the top 10 was approximately 30%, which shows that various media are used in addition to the top 10 services. It is important for marketers to select communication venues that match the purpose of the campaign, taking into account not only the major media with a large number of users, but also the usage time and frequency.
In order to communicate efficiently and effectively with consumers, it is important to accurately understand the user characteristics of each media and use it according to the purpose. Young people in particular have been using smartphones and tablets ever since they can remember, watching their favorite content on video services, and interacting with friends and communities on various social media. If we look at the reach of the top 10 services by number of users between the ages of 18 and 34, we can see that the reach is more than 20 points higher than the reach for all age groups. Also, in terms of rankings, “Twitter” was ranked 7th overall.
“X” was ranked 5th with 82.5%, and “Mercari”, which was not ranked overall, was ranked 10th with 51.6%, indicating that the reach of specific services is higher among young people than overall. (Chart 3).
Kovalyova Sofija, Senior Analyst, said: “Usage trends in 2023 show that although there were no major changes in the number of users or the services with the top usage time share as last year, there were no major changes in the number of users or the services with the top usage time share, but there were changes in retail services that have been attracting attention in recent years and video services that have seen an increase in usage due to the coronavirus pandemic. We can see that usage is here to stay, and with the expansion of new services, consumers’ media consumption is becoming more decentralized. Depending on the characteristics of the media, there may be cases where there are many users with specific attributes or long usage times, such as the reach of certain services being higher among young people compared to the overall population. If you communicate only through the major media used by many companies, the message you want to convey may be buried and may not reach the target, so it is important to communicate with consumers efficiently and effectively. It is even more important to pay attention to and accurately understand not only the reach of all age groups, but also the target reach, target GRP, target frequency, and usage time.
*About Nielsen Digital Content Ratings*
Nielsen
Digital content viewership measures all digital media content across all devices, including PC, mobile, tablet, and CTV, providing a comprehensive view of viewers’ media exposure and consumption across digital content. allows you to understand. By using this service, publishers can grasp the entire digital media consumption situation, transparently disclose data in advertising sales, and develop competitive advertising menus. Advertisers and advertising companies can plan appropriate budget allocation for advertising purchases. Daily data is displayed on an online interface after three days, giving customers a quick overview of their digital media usage. More information about our services can also be found on our website. https://www.netratings.co.jp/solution/dcr.html
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* [Nielsen Digital Co., Ltd. Company Profile] *
Company name: Nielsen Digital Co., Ltd. English company name: Nielsen Digital Co., Ltd.
Head office location: 11th floor, Akasaka Tameike Tower, 2-17-7 Akasaka, Minato-ku, Tokyo 107-0052
Capital: 100 million yen
Established: May 1999
Representative: Representative Director Dean Matthew Richardson Major shareholders: The Nielsen Company, Video Research Inc. *Nielsen Digital Co., Ltd.*
Nielsen Global Media provides data, analytics and insights to help customers make critical business decisions through audience, advertising and media analytics solutions. Our products, services, and analytics insights are highly valued by advertisers, media operators, e-commerce companies, and advertising companies. Nielsen
You can view Digital Co., Ltd.’s service overview and company profile at www.netratings.co.jp.
*About Nielsen*
Nielsen is a global leader in audience measurement, data and analytics, helping shape the world’s media and content. Through our deep understanding of how people behave across all channels and platforms, we empower our clients to connect with their audiences for the future with actionable intelligence. Nielsen provides measurement and analysis services in more than 55 countries around the world. For more information please visit our website: www.nielsen.com *Solutions and main product services provided by Nielsen Digital Co., Ltd.* * AD & CONTENT (digital advertising/content viewership)*
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