Contents
Introduction
In recent years, Japan has witnessed a surge in the trend of individuals maintaining multiple social media accounts, reshaping the dynamics of online interactions. This article aims to provide insights into this intriguing phenomenon, exploring key data, popular platforms, and the diverse purposes behind having multiple accounts.
Understanding the Landscape: Data Insights
According to recent surveys, over 60% of Japanese individuals, spanning all age groups from teenagers to those in their 60s, admit to having multiple accounts on various social networking sites (SNS). A striking revelation is that individuals in their 20s lead the charge, with a staggering 96% reporting ownership of multiple accounts.
The average number of accounts per individual varies across platforms, with users holding 2.28 Instagram accounts, 2.45 Twitter accounts, and 1.54 TikTok accounts. Notably, a significant portion (62.6%) of Generation Z respondents believe that sub-accounts make the posting process more convenient.
Where the Trend Thrives
Among the plethora of social media platforms, Twitter emerges as the frontrunner, being the site where most individuals maintain multiple accounts, closely followed by Instagram. These platforms serve as the primary canvas for users to express different facets of their personalities or engage in diverse online communities.
The ‘Why’ Behind the Trend
The primary reasons cited for maintaining multiple accounts include a desire to collect information about personal hobbies. Additionally, a substantial portion of respondents admitted to wanting to keep their hobbies discreet from their primary social circles. This hints at a nuanced approach to digital identity, emphasizing the multifaceted nature of online personas.
Otaku Utilization: A Unique Trend Among Teens and 20s
Examining the purpose behind having multiple accounts sheds light on intriguing revelations. Astonishingly, 40% of teenagers and individuals in their 20s with a Twitter account maintain a separate profile dedicated to オタ活 or “Otaku Utilization.”
オタ活 “ota-katsu”, an abbreviation for オタク活動 “otaku katsudou,” meaning otaku utilization or otaku activities. It refers to activities that people engage in to deepen their hobbies. It mainly refers to activities in genres such as manga, anime, games, and idols that have fans called “otaku,” but in recent years, any activity that deepens one’s hobbies regardless of genre has been called “otaku.”
Conclusion
Understanding this trend holds profound implications for marketers aiming to connect with the diverse facets of the Japanese audience. Recognizing the prevalence of otakukatsu-driven accounts, for instance, presents an opportunity for targeted marketing campaigns. Tailoring strategies to resonate with these varied digital personas ensures a more effective and personalized approach.
For digital marketers entering the Japanese market, this trend offers a unique opportunity. Understanding the diversified interests and privacy concerns of users opens avenues for targeted and niche marketing. Brands can leverage this insight to create tailored campaigns that resonate with specific subcultures, providing a more personalized and engaging experience for the audience.
In conclusion, the landscape of social media is evolving, and so are user behaviors. Marketers need to adapt and embrace the complexity of users’ online lives. By acknowledging the motivations behind having multiple accounts, businesses can craft more targeted and engaging campaigns, fostering a deeper connection with their audience.
Data Source: otalab, SHIBUYA109 lab.
