日本影响力营销网红营销市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

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TRENDSInfluencermarketinginJapanCHAPTER

01OverviewTotaladvertisingexpenditureinJapanfrom2013to2022(intrillionJapaneseyen)AdvertisingexpensesinJapan2013-202287.16.946.876.536.396.296.156.176.165.98654321020132014201520162017201820192020202120223Description:ThetotaladvertisingexpenditureinJapanamountedto7.1trillionJapaneseyenin2022,whichrepresentedanincreasefromabout6.8inthepreviousyear.Asabreakdownoftheadvertisingexpenditurebymediumshows,internetadvertisingaccountedfor43.5percentoftheexpenditureduringthatyear.ReadmoreNote(s):Japan;2013to2022Source(s):DentsuAdvertisingexpenditureasshareofnominalgrossdomesticproduct(GDP)inJapanfrom2013to2022Advertisingexpenses'shareofGDPJapan2013-20221.4%1.28%1.24%1.24%1.19%1.17%1.17%1.16%1.16%1.2%1.0%0.8%0.6%0.4%0.2%0.0%1.15%1.14%20132014201520162017201820192020202120224Description:Advertisingexpendituresaccountedfor1.28percentofJapan'snominalgrossdomesticproduct(GDP)in2022,whichstoodatmorethan556.5trillionJapaneseyenduringthatyear.Thesharegrewconsiderablyafterfallingto1.14percentin2020duetotheeffectsoftheCOVID-19pandemic.ReadmoreNote(s):Japan;2013to2022Source(s):DentsuInternetadvertisingexpenditureinJapanfrom2013to2022(intrillionJapaneseyen)OnlineadvertisingexpensesinJapan2013-20223.53.02.52.01.53.092.712.232.11.761.511.311.161.050.941.00.50.0201320142015201620172018*2019**2020202120225Description:Followingaconstantupwardtrendinrecentyears,theinternetadvertisingexpenditureinJapanreachedavalueofnearly3.1trillionJapaneseyenin2022.Abreakdownoftheexpenditurebytypeshowsthatexpendituresoninternetadvertisingmediaaccountedforbyfarthelargestshare,whileproductioncostsandmerchandiserelatede-commerceplatformsmadeupasmallerpart.

ReadmoreNote(s):Japan;2013to2022;*Since2018,digitaladvertisingcarriedbytraditionalmediacompanieshasbeenaddedtotheestimates.**Since2019,advertisingexpendituresformerchandise-relatedECPlatformshavebeenaddedtothe[...]

ReadmoreSource(s):DentsuInternetadvertisingexpenditureinJapanin2022,bytype(inbillionJapaneseyen)OnlineadvertisingexpensesinJapan2022,bytypeAdvertisingexpenditureinbillionJapaneseyen05001,0001,5002,0002,5003,000Internetadvertisingmediumexpenditures2,480.1InternetadvertisingproductioncostsMerchandise-relatedECplatforms420.3190.86Description:InternetadvertisingmediumexpendituresinJapanamountedtoapproximately2.48trillionJapaneseyenin2022,whichmadeitthelargesttypeamonginternetadvertisingexpenditures.Internetadvertisingmediumexpendituresincludeperformance-basedinternetadvertisingexpenditures.ThetotalinternetadvertisingexpenditureinJapanduringthatyearreachedavalueofabout3.1trillionyen.ReadmoreNote(s):Japan;2022Source(s):DentsuExpenditureonsocialadvertisinginJapanfrom2018to2022(inbillionJapaneseyen)ExpensesonsocialadvertisinginJapan2018-20221,000900800700600859.5764568.7489.95003894003002001000201820192020202120227Description:TheexpenditureonsocialadvertisinginJapanamountedto859.5billionJapaneseyenin2022.Abreakdownbyadcategoryshowsthatsocialnetworkingservicesconstitutedthelargestadvertisingcategoryduringthatyear.

ReadmoreNote(s):Japan;2018to2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.ExpenditureonsocialadvertisinginJapanin2022,byadcategory(inbillionJapaneseyen)ExpensesonsocialadvertisinginJapan2022,byadcategoryAdvertisingexpenditureinbillionJapaneseyen050100150200250300350400SNSVideosharingOthers367.5305.2186.88Description:Socialnetworkingservices(SNS)accountedfor367.5billionJapaneseyenoftheexpendituresonsocialadvertisinginJapanin2022,whilevideosharingmadeupasmallershare.Duringthatyear,thetotalexpensesonsocialadvertisingamountedto859.5billionyen.ReadmoreNote(s):Japan;2022Source(s):CartaCommunications;D2C;Dentsu;DentsuDigitalInc.CHAPTER

02SocialmediamarketingAnnualexpenditureonsocialmediamarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)SocialmediamarketingmarketsizeinJapan2020-20272,0001,8001,6001,4001,886.81,666.21,461.11,271.31,2001,00080060040020001,089.9931.7757.8597.12020202120222023*2024**2025**2026**2027**10Description:TheannualexpenditureofbusinessesonsocialmediamarketinginJapanwasestimatedtoamounttoalmost1.09trillionJapaneseyenin2023,whichrepresentsanincreaseofmorethan158billionyencomparedtothepreviousyear.Itwasexpectedthatthemarketwouldgrowfurtherinthecomingyearsandreachavalueofalmost1.89trillionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.Themarketconsistsoffivesegments:socialmediaadvertising,influencermarketing,supportfortheoperationofsocialmediaaccounts,[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonsocialmediamarketinginJapanin2023,bysegment(inbillionJapaneseyen)SocialmediamarketingmarketsizeinJapan2023,bysegmentAnnualexpenditureinbillionJapaneseyen01002003004005006007008009001,000972.41,100SocialmediaadvertisingInfluencermarketing74.1SupportfortheoperationofsocialmediaaccountsCampaignplanningandconsultingAnalyticstools26.19.2811Description:Thesocialmediaadvertisingsegmentwasestimatedtoaccountformorethan972billionJapaneseyenoftheannualexpenditureofbusinessesonsocialmediamarketinginJapanin2023.Itwasfollowedbyinfluencermarketingandsupportfortheoperationofsocialmediaaccounts.Theannualexpenditureonsocialmediamarketingforthatyearwasestimatedatalmost1.09trillionyen.ReadmoreNote(s):Japan;2023*;annualexpenditureofbusinesses;domesticmarket;*Figuresrepresentaprospect.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasofDecember2022.

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonsocialmediaadvertisinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)SocialmediaadvertisingmarketsizeinJapan2020-20271,8001,6001,690.41,489.41,4001,2001,00080060040020001,303.21,132.9972.4833679.7537.42020202120222023*2024**2025**2026**2027**12Description:TheannualexpenditureofbusinessesonsocialmediaadvertisinginJapanwasestimatedtoexceed972billionJapaneseyenin2023.Itwasexpectedthatthemarket,whichispartofthelargersocialmediamarketingmarket,wouldgrowfurtherinthecomingyearsandreachavalueofapproximately1.69trillionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasofDecember2022.

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureontheoperationofaccountsforsocialmediamarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)SocialmediaaccountmarketingmarketsizeinJapan2020-20275043.64540353025201510539.63631.326.121.818.114.502020202120222023*2024**2025**2026**2027**13Description:TheannualexpenditureofbusinessesontheoperationoftheirownsocialmediaaccountsformarketingpurposesinJapanwasestimatedtoexceed26billionJapaneseyenin2023,whichrepresentsanincreaseofmorethanfourbillionyencomparedtothepreviousyear.Itwasexpectedthatthemarketwouldgrowfurtherinthecomingyearsandreachavalueof43.6billionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinessesontheoperationoftheirownsocialmediaaccountsformarketingpurposes(excludinginfluencermarketing);domesticmarket;*Prospect.**Forecast.100Japaneseyenequal0.74[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonanalyticstoolsforsocialmediamarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)SocialmediamarketinganalyticstoolsmarketsizeJapan2020-20279888765432107.57.57.57.5772020202120222023*2024**2025**2026**2027**14Description:TheannualexpenditureofbusinessesonanalyticstoolsforsocialmediamarketinginJapanwasestimatedtoamounttoeightbillionJapaneseyenin2023.Itwasexpectedthatthemarketwoulddecreaseto7.5billionyenby2025andthenstayonthatlevelinthefollowingyears.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinessesontoolssuchassociallisteningandplanningtools,effectivenessmeasuringtools,etc.(notincludingmonitoringtools);domesticmarket;*Prospect.**Forecast.100Japaneseyen[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureoncampaignplanningandconsultingforsocialmediamarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)SocialmediamarketingcampaignplanningandconsultingmarketsizeJapan2020-202716141210815.213.712.210.89.286.5654202020202120222023*2024**2025**2026**2027**15Description:TheannualexpenditureofbusinessesoncampaignplanningandconsultingforsocialmediamarketinginJapanwasestimatedtoexceedninebillionJapaneseyenin2023,whichrepresentsanincreaseof1.2billionyencomparedtothepreviousyear.Itwasexpectedthatthemarketwouldgrowfurtherinthecomingyearsandreachavalueofmorethan15billionyenby2027.ReadmoreNote(s):Japan;2020to2027;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasofDecember2022.

ReadmoreSource(s):CyberBuzz;DigitalInFactCHAPTER

03InfluencermarketingAnnualexpenditureoninfluencermarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)InfluencermarketingmarketsizeinJapan2020-2027140120100130.2115.9102.188.480604020074.161.546.533.22020202120222023*2024**2025**2026**2027**17Description:TheannualexpenditureofbusinessesoninfluencermarketinginJapanwasestimatedtoamountto74.1billionJapaneseyenin2023,whichrepresentsanincreaseof12.6billionyencomparedtothepreviousyear.Itwasexpectedthatthemarketwouldgrowfurtherandreachavalueofmorethan130billionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.Themarketconsistsoffoursegments:YouTube,TikTok(whichalsoincludeslivestreamingapps),Instagram,andTwitter(whichalsoincludes[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureoninfluencermarketinginJapanin2023,bysegment(inbillionJapaneseyen)InfluencermarketingmarketsizeinJapan2023,bysegmentAnnualexpenditureinbillionJapaneseyen10

1505202530YouTubeInstagramTikTok*28.118.515Twitter**12.518Description:YouTubewasestimatedtoaccountformorethan28billionJapaneseyenoftheannualexpenditureofbusinessesoninfluencermarketinginJapanin2023.TheplatformwasfollowedbyInstagramandTikTok.Thetotalmarketsizeofinfluencermarketingforthatyearwasestimatedat74.1billionyen.ReadmoreNote(s):Japan;2023***;annualexpenditureofbusinesses;domesticmarket;*The'TikTok'categoryalsoincludesinfluencermarketingvialivestreamingapps.**The'Twitter'categoryalsoincludesinfluencermarketingviablogs.***Figures[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonYouTubeinfluencermarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)YouTubeinfluencermarketingmarketsizeinJapan2020-2027605048.743.438.140302010032.928.12419142020202120222023*2024**2025**2026**2027**19Description:TheannualexpenditureofbusinessesonYouTubeinfluencermarketinginJapanwasestimatedtoexceed28billionJapaneseyenin2023,whichrepresentsanincreaseofmorethanfourbillionyencomparedtothepreviousyear.Itwasexpectedthatthemarketwouldgrowfurtherinthecomingyearsandreachavalueof48.7billionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasofDecember2022.

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonInstagraminfluencermarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)InstagraminfluencermarketingmarketsizeinJapan2020-202735313027.524.525201510521.518.515.5128.502020202120222023*2024**2025**2026**2027**20Description:TheannualexpenditureofbusinessesonInstagraminfluencermarketinginJapanwasestimatedtoamountto18.5billionJapaneseyenin2023,whichrepresentsanincreaseofthreebillionyencomparedtothepreviousyear.Itwasexpectedthatthemarketwouldgrowfurtherinthecomingyearsandreachavalueof31billionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasofDecember2022.

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonTikTokinfluencermarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)TikTokinfluencermarketingmarketsizeinJapan2020-2027353032282425201510520151163.502020202120222023*2024**2025**2026**2027**21Description:TheannualexpenditureofbusinessesonTikTokinfluencermarketinginJapanwasestimatedtoamountto15billionJapaneseyenin2023.Itwasexpectedthatthemarket,whichinthiscasealsoincludesinfluencermarketingvialivestreamingapps,wouldgrowfurtherinthecomingyearsandreachavalueof32billionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.TikTokinfluencermarketingalsoincludesinfluencermarketingvialivestreamingapps.100Japaneseyenequal0.74U.S.dollarsor0.70euros[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactAnnualexpenditureonTwitterinfluencermarketinginJapanfrom2020to2023withaforecastuntil2027(inbillionJapaneseyen)TwitterinfluencermarketingmarketsizeinJapan2020-20272018.5181715.51614121081412.5119.57.264202020202120222023*2024**2025**2026**2027**22Description:TheannualexpenditureofbusinessesonTwitterinfluencermarketinginJapanwasestimatedtoamountto12.5billionJapaneseyenin2023.Itwasexpectedthatthemarket,whichinthiscasealsoincludesinfluencermarketingviablogs,wouldgrowfurtherinthecomingyearsandreachavalueof18.5billionyenby2027.ReadmoreNote(s):Japan;2020to2023;annualexpenditureofbusinesses;domesticmarket;*Prospect.**Forecast.Twitterinfluencermarketingalsoincludesinfluencermarketingviablogs.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasof[...]

ReadmoreSource(s):CyberBuzz;DigitalInFactCHAPTER

04SocialmediademographicsNumberofsocialmediausersinJapanfrom2019to2023withaforecastuntil2028(inmillions)NumberofsocialmediausersJapan2019-2028120113.03113.58112.11110.69108.65105.81101.9896.9510080604020090.5782.91201920202021202220232024*2025*2026*2027*2028*24Description:ThenumberofsocialmediausersinJapanwasestimatedatapproximately105.8millionin2023.Thisfigurewasprojectedtoincreasetoalmost113.6millionusersby2028.

ReadmoreNote(s):Japan;2019to2023;estimatednumberofpeoplewhousesocialmediasitesandapplicationsregularly(atleastonceamonth);*Forecast.Thedataisbasedonsurveysaswellasuserpenetrationestimatesofthemajorsocialplatforms.[...]

ReadmoreSource(s):MostusedsocialmediaplatformsinJapanasof3rdquarter2022SocialmediaplatformswithhighestuseractivityinJapanQ32022Shareofrespondents0%10%20%30%40%50%60%70%80%90%LINETwitter82.5%53%InstagramFacebookTikTok49.5%24.8%18.8%iMessageFBMessenger5channelPinterestSkype16.4%10.1%9.3%6.9%5.7%DiscordLinkedInImgurWhatsAppWeChat3.2%2.2%1.9%1.8%1.7%25Description:ThemessagingappLINEwasusedby82.5percentofinternetusersinJapanduringthethirdquarterof2022,whichmadeittheleadingsocialmediaplatformintermsofactivity.LINEwasfollowedbyTwitterandInstagram.

ReadmoreNote(s):Japan;Q32022;16-64years;figuresrefertotheshareofinternetusersthatuseeachplatformeachmonth;multipleanswerspossible;YouTubewasnotincludedasanansweroptionSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostcommonlyusedsocialmediaamongGenerationZinJapanasofJanuary2022LeadingsocialnetworksamongGenZJapan2022Shareofrespondents30%0%10%20%40%50%60%70%80%90%LINE77.6%YouTube73.9%Twitter65.5%Instagram62.5%TikTokFacebook28.7%10.5%Iamnotusingsocialnetworkingservices9.4%26Description:AccordingtoasurveyconductedinJapaninJanuary2022,themessagingappLINEwasusedby77.6percentofyoungpeoplebelongingtoGenerationZ.LINEwastheleadingserviceamongsocialmedia,followedbyYouTubeandTwitter.

ReadmoreNote(s):Japan;January19to25,2022;1,101respondents;15-24years;multipleanswerspossibleSource(s):SmartAnswerMostpopularTwitteraccountsfromJapanasofNovember2023,basedonnumberoffollowers(inmillions)LeadingJapaneseTwitteraccounts2023,basedonfollowernumbersNumberoffollowersinmillions012345678910HitoshiMatsumoto9.35Lawson7.967.717.38HiroikiAriyoshiStarbucksJapanFamilyMart5.024.95KyaryPamyuPamyuYokoOno4.464.174.033.88NintendoRolaNihonKeizaiShimbun(electronicversion)27Description:ThecomedianHitoshiMatsumotocountedmorethanninemillionfollowersonTwitterasofSeptember2023,makinghisaccountthemostpopularTwitteraccountfromJapan.HewasfollowedinpopularitybytheconveniencechainstoreLawsonaswellasthecomedianandsingerHiroikiAriyoshi.ReadmoreNote(s):Japan;September2023;totalnumberoffollowersSource(s):AllAboutNaviMostpopularInstagramaccountsfromJapanasofApril2022,basedonnumberoffollowers(inmillions)LeadingJapaneseInstagramprofiles2022,basedonnumberoffollowersNumberoffollowersinmillions01234567891011NaomiWatanabeYuta9.728Rola7.54TastyJapani_am_kiko7.186.55Nissan6.21Shotaro5.01TomomiMorisakiKentoYamazakiTomohisaYamashita4.964.914.9128Description:TheInstagramaccountofJapanesecomedianNaomiWatanabecountedmorethan9.7millionfollowersasofApril2022,makingherprofilethemostpopularInstagramaccountfromJapan.ShewasfollowedinpopularitybyYutaNakamoto,whoispartoftheSouthKoreanboygroupNCT,aswellasthemodelandTVpersonalityRola.ReadmoreNote(s):Japan;April2022;totalnumberoffollowersSource(s):UserLocalMostpopularFacebookprofilesfromJapanasofMarch2021,basedonnumberoffans(inmillions)LeadingJapaneseFacebookaccounts2021,basedonnumberoffansNumberoffansonFacebookinmillions02468101012KyotoFanRakuten,Inc.7.64TastyJapan5.54TokyoGirls'UpdateSatisfactionguaranteedFacebooknavi4.644.284.233.873.623.353.06Cartoons,Inc.PargolfJapan-TheGovernmentofJapanShinjiKagawa29Description:AccordingtoSocialbakers,KyotoFanhadabout10millionfollowersonFacebookasofMarch2021,makingitthemostpopularFacebookprofilefromJapan.ItwasfollowedbyRakuten,Inc.,whichcountedmorethan7.6millionfans.

ReadmoreNote(s):Japan;March2021;totalnumberoffansSource(s):SocialbakersCHAPTER

05AudienceattitudesandbehaviorsMostcommontypesofsocialmediausedforbrandresearchamonginternetusersinJapanasof3rdquarter2022MostcommontypesofsocialmediausedforbrandresearchJapanQ32022Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%55%Anykindofsocialmediaplatform*Socialnetworks47.9%25.9%Micro-blogs(e.g.,Twitter)9.7%8.5%Questionandanswersites(e.g.,Quora)ForumsandmessageboardsOnlinepinboards(e.g.,Pinterest)MessagingandlivechatservicesVlogs(blogsinavideoformat)5.3%3.4%3%2.8%31Description:Asurveyconductedduringthethirdquarterof2022showedthatalmost48percentofinternetusersinJapanusedsocialmediaplatformstoconductresearchonbrands.Socialnetworkswerethemostcommontypeofsocialmediausedforthispurpose,followedbyquestionandanswerwebsites.ReadmoreNote(s):Japan;Q32022;16-64years;amonginternetusers;*"Anykindofsocialmediaplatform"representstheshareofrespondentschoosingatleastoneoftheotherdisplayedcategoriesorblogsonproductsorbrands,whichconstitutea[...]

ReadmoreSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostcommontypesofsocialmediaaccountsfollowedbyinternetusersinJapanasof3rdquarter2022LeadingtypesoffollowedsocialmediaaccountsJapanQ32022Shareofrespondents0%5%10%15%20%25%30%35%Friends,family,andpeopleyouknowActors,comedians,orotherperformersBands,singers,ormusiciansTVshowsorchannels30.1%21.6%18.4%12.9%12.8%InfluencersorotherexpertsSportspeopleandteamsRestaurants,chefs,andfoodiesBrandsyoupurchase11.9%11%10.9%Entertainment,memes,orparodyaccountsGamingexpertsorgamingstudiosBrandsyouareconsideringpurchasingMagazinesorpublicationsyoureadEventsyouareattending9.1%8.2%7.6%6.1%5.8%5.8%5.3%JournalistsornewscompaniesBeautyexperts32Description:Asurveyconductedduringthethirdquarterof2022showedthatmorethan30percentofinternetusersinJapanfollowedthesocialmediaaccountsoffriends,family,andpeopletheyknew.Aboutoneoutoffivepeoplestatedtofollowactors,comedians,orotherperformers.ReadmoreNote(s):Japan;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofpeoplewhofollowinfluencersinJapanasofAugust2021,bynumberofinfluencersShareofpeoplefollowinginfluencersinJapan2021,bynumberofinfluencers16%15.1%14.1%14%12%10%8%9.1%6%5%4%2%0%OneinfluencerTwotothreeinfluencersFourtofiveinfluencersMorethansixinfluencers33Description:Morethan15percentoftherespondentstoasurveyconductedinJapanin2021statedtofollowbetweentwotothreeinfluencersonsocialmedia.Thesurveyshowedthatatotalof43.3percentoftherespondentswerefollowinginfluencers.

ReadmoreNote(s):Japan;August27to31,2021;1,000respondents;20-59years;amongregisteredusersofthecompany'ssurveypanelSource(s):NeoMarketingLeadingreasonsforfollowinginfluencersinJapanasofAugust2021MainreasonsforfollowinginfluencersinJapan2021Shareofrespondents0%10%20%30%40%50%60%Theperson'spostsareinterestingIliketheperson'sinnerself/wayofthinking/characterTheinformationspreadbythepersonisinterestingLooks/atmosphere54.7%48.7%48.5%42.3%TheproductsintroducedbythepersonaregoodAfriendoracquaintancewasfollowinghim/herHe/sheappearedinmyrecommendationsHe/sheisusedforthepromotionofacompanyorbrandIlikeOther25.9%14.5%10.9%8.8%0.9%1.2%Noparticularreason34Description:Almost55percentoftherespondentstoasurveyconductedinJapanin2021statedthattheyfollowedani