Blog Audience Grows in Japan as 4 of 5 Internet Users Visited Blog Category in June
FC2 inc, Livedoor Blog and Ameblo.jp Rank as Most-Visited Blog Destinations
Tokyo, Japan, August 24, 2011 – Comscore Japan KK, a wholly owned subsidiary of Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on blog usage in Japan from its Comscore MMX service. The report found that in June 2011 more than 80 percent of the entire online population in Japan visited a blog site, as the number of visitors to the category rose 7 percent 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 percent of its online population visiting blogs in June. Taiwan ranked highest globally with 85.5 percent of its online population visiting blogs, followed by Brazil (85.2 percent reach), South Korea (84.9 percent reach) and Turkey (81.9 percent reach).
Top Global Markets for Blog Category Usage – Average Minutes per Visitor and Percent Reach of Unique VisitorsJune 2011Total Audience, Visitors Age 15+ – Home/Work Locations*Source: Comscore MMX
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
84.9%
Indonesia
33.1
Turkey
81.9%
32.5
80.5%
Vietnam
30.3
Peru
77.3%
Sweden
29.2
Portugal
76.0%
Malaysia
26.6
Argentina
73.3%
24.8
Singapore
73.2%
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 percent from the previous year. FC2 inc. led as the top destination in the Blog category reaching 46.7 million visitors, up 16 percent in the past year. Livedoor – Blog ranked as the second largest site with 33.4 million visitors (up 35 percent), while Ameblo.jp drew 32.2 million visitors (up 14 percent). 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 2011Total Japan Audience, Visitors Age 15+ – Home/Work Locations*Source: Comscore MMX
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
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
Biglobe Webry Blog
N/A
7,640
About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Contact:Sarah RadwanickDirector, Regional Product MarketingComscore, Inc. +44 (0) 20 7099 1784worldpress@comscore.com