Japan Internet users spend most time on blogs worldwide
The report found that in June 2011 more than 80% of the entire online population in Japan visited a blog site, as the number of visitors to the category rose 7% from the previous year. FC2 inc. led as the top blog destination with an audience of more than 46.7 million, followed by Livedoor - Blog and Ameblo.jp.
"Blogs play a central role in Japan's Internet culture," said Daizo Nishitani, president of comScore Japan KK. "Blogging has historically been a popular Internet activity, as the opportunity to interact anonymously appealed to many online users. Beyond the wide reach of the blog category in Japan, visitors are also highly engaged on these sites - spending more time on blogs per month than any other country globally."
Top global blog markets
Global analysis of the blog category revealed that Japan led all markets in blog engagement, with the average visitor in Japan spending more than an hour (62.6 minutes) visiting blogs in June. South Korea ranked second with an average of 49.6 minutes on blog sites, followed by Poland at 47.7 minutes.
Japan was also among the top markets for blog category penetration with 80.5% of its online population visiting blogs in June. Taiwan ranked highest globally with 85.5% of its online population visiting blogs, followed by Brazil (85.2% reach), South Korea (84.9% reach) and Turkey (81.9% reach).
| Top Global Markets for Blog Category Usage - Average Minutes per Visitor and Percent Reach of Unique Visitors June 2011 Total Audience, Visitors Age 15+ - Home/Work Locations* Source: comScore Media Metrix | |||
|---|---|---|---|
| Top Markets by Average Minutes per Visitor on Blogs | Average Minutes per Visitor | Top Markets by Percent Reach of Blogs | % Reach |
| Japan | 62.6 | Taiwan | 85.5% |
| South Korea | 49.6 | Brazil | 85.2% |
| Poland | 47.7 | South Korea | 84.9% |
| Indonesia | 33.1 | Turkey | 81.9% |
| Brazil | 32.5 | Japan | 80.5% |
| Vietnam | 30.3 | Peru | 77.3% |
| Sweden | 29.2 | Portugal | 76.0% |
| Malaysia | 26.6 | Argentina | 73.3% |
| Portugal | 24.8 | Singapore | 73.2% |
| Taiwan | 24.1 | Chile | 72.3% |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Majority of top blog sites see double-digit growth in visitors
More than 59 million Internet users age 15 and older visited a blog site in Japan from a home or work location in June, an increase of 7% from the previous year. FC2 inc. led as the top destination in the blog category reaching 46.7 million visitors, up 16% in the past year. Livedoor - blog ranked as the second largest site with 33.4 million visitors (up 35%), while Ameblo.jp drew 32.2 million visitors (up 14%). Seesaa (25.5 million visitors) and Yahoo! blogs (16.2 million visitors) rounded out the top five.
| Top Sites in the Blog Category by Unique Visitors (000) June 2011 Total Japan Audience, Visitors Age 15+ - Home/Work Locations* Source: comScore Media Metrix | |||
|---|---|---|---|
| Total Unique Visitors (000) | |||
| Jun-2010 | Jun-2011 | % Change | |
| Total Internet : Total Audience | 72,469 | 73,450 | 1% |
| Blogs | 55,185 | 59,120 | 7% |
| FC2 inc. | 40,190 | 46,733 | 16% |
| Livedoor - Blog | 24,730 | 33,427 | 35% |
| Ameblo.jp | 28,266 | 32,237 | 14% |
| Seesaa | 16,093 | 25,507 | 58% |
| Yahoo! Blogs | 14,255 | 16,195 | 14% |
| Cocolog-nifty.com | 13,291 | 15,338 | 15% |
| Hatena - Diary | 11,290 | 13,347 | 18% |
| Blogger | 8,566 | 13,005 | 52% |
| Goo Blog | 13,090 | 12,818 | -2% |
| JUGEM | 12,357 | 12,722 | 3% |
| Ameba.jp | 12,672 | 11,835 | -7% |
| Exblog.jp | 11,278 | 11,738 | 4% |
| Rakuten Blogs | 9,506 | 10,494 | 10% |
| So-net Japan Blog | 8,082 | 9,557 | 18% |
| Biglobe Webry Blog | N/A | 7,640 | N/A |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Source: comScore
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