facebook Users in Japan: Japanese facebook User Numbers by Age, Sex and Location

Here are the updated figures by August, 2012 http://asiajin.com/blog/2012/08/10/facebook-usage-in-japan-then-and-now-august-2012/

Yesterday (August 4, 2011), I decided to check the penetration rate of facebook in Japan for my self (anyone with a facebook account can do this by clicking on “ads” and trying different combinations to figure the total reach of an ad, which FB shows automatically) since I could not find any reliable source to gather data about the local user base..

According to the advertising platform of facebook , here are the numbers by August, 4, 2011.

Registered Japanese Facebook Accounts Total: 4,078,100  (INCLUDING FOREIGNERS LIVING IN JAPAN AND INACTIVE facebook ACCOUNTS)

Registered Japanese Facebook Accounts  older than 18: 3,866,500  (INCLUDING FOREIGNERS LIVING IN JAPAN AND INACTIVE facebook ACCOUNTS)

Registered Japanese User Penetration by age and gender (INCLUDING FOREIGNERS LIVING IN JAPAN AND INACTIVE facebook ACCOUNTS)

Registered Japanese User Penetration % by age and gender (INCLUDING FOREIGNERS LIVING IN JAPAN AND INACTIVE facebook ACCOUNTS)

Registered Japanese Facebook Users Compared by Total population in Each Age Bracket (INCLUDING FOREIGNERS LIVING IN JAPAN AND INACTIVE  facebook ACCOUNTS)


Registered Japanese Facebook Users by Location (INCLUDING FOREIGNERS LIVING IN JAPAN AND INACTIVE  facebook ACCOUNTS)

Tokyo: within 50 miles radius of Hachoji

Osaka: Within 50 miles radius of Osaka City

Lastly I looked at the number of Women aged between 30-44 ((presumably) Housewives, a.k.a. primary household shoppers) by location

If you do the math, you notice that the local level reach except Tokyo is very low. For instance, people who live in Kansai according to Japan Census Bureau (Table I) are about 15%, and 30-44 females constitute about 8% of the Japanese population. This means, there are about 1.5 million to 2 million housewives living in Kansai. Yet, we can only reach 44,000 of them (including foreigners and inactive users) through a facebook campaign. In other words,  if we targeted housewives in Kansai on facebook, only 2% of them could have seen us…

Lastly,

One additional thing I’ve done was to weight these numbers because unfortunately in Japan some people confuse the number of registered users with “active users.” When marketers talk about reach through a TV campaign, they mean the number of people who are actually exposed to the intended message, not the number of people who have a TV set in their house. According to our latest study we conducted 2 weeks ago at a public university, 9% of FB registrants reported having stopped using the service completely (not cancelling the account, but practically not logging on to the site) , in addition to 15.1% who claimed using the service once in a great while and 9.5% who use it only a few times a month. These people, about 34% of the FB registrants, are simply inactive users.

Furthermore, there are about 2 million foreigners in Japan, 65% of whom live in Kanto or Kansai regions (42% and 23% ). Although almost all foreigners including Korean and Chinese immigrants that I know use FB, I will take a conservative position here and assume that only 30% of them are on FB (around 600,000 people, this is somewhat reasonable as FB had about 1 million users BEFORE they changed the interface). So, this means, if a company puts an ad on facebook and if that ad appeared on every single user’s site for 1 week, in the best case scenario it can be seen by 3,400,000 x .65= 2.210,000 Japanese people.

http://www.stat.go.jp/data/jinsui/2009np/index.htm

http://ja.wikipedia.org/wiki/日本の人口統計

Table I. Japanese Population by Geographical Distribution

				                Total	Men	Women  M/WRatio Total	Men	Women	Population Ratio  

  Total				               127,510 	62,130 	65,380  95.0   125,820 	61,339 	64,481 	95.1
	01	Hokkaido		        5,507 	2,599 	2,908 	89.4 	5,489 	2,592 	2,897 	89.5
	02	Aomori Prefecture		1,379 	648 	731 	88.6 	1,375 	646 	729 	88.7
	03	Iwate Prefecture		1,340 	639 	701 	91.1 	1,335 	637 	698 	91.4
	04	Miyagi Prefecture		2,336 	1,132 	1,204 	94.0 	2,324 	1,128 	1,197 	94.2
	05	Akita Prefecture		1,096 	514 	581 	88.5 	1,093 	514 	579 	88.7
	06	Yamagata Prefecture		1,179 	565 	613 	92.1 	1,173 	564 	609 	92.7
	07	Fukushima Prefecture		2,040 	989 	1,051 	94.2 	2,030 	986 	1,044 	94.5
	08	Ibaraki Prefecture		2,960 	1,473 	1,488 	99.0 	2,920 	1,454 	1,466 	99.1
	09	Tochigi Prefecture		2,006 	997 	1,009 	98.8 	1,977 	983 	993 	99.0
	10	Gunma Prefecture		2,007 	988 	1,020 	96.9 	1,970 	969 	1,001 	96.8
	11	Saitama Prefecture		7,130 	3,586 	3,544 	101.2 	7,041 	3,546 	3,495 	101.5
	12	Chiba	                	6,139 	3,066 	3,073 	99.8 	6,060 	3,032 	3,028 	100.1
	13	Tokyo		                12,868 	6,403 	6,466 	99.0 	12,596 	6,273 	6,322 	99.2
	14	Kanagawa Prefecture		8,943 	4,508 	4,436 	101.6 	8,815 	4,447 	4,369 	101.8
	15	Niigata Prefecture		2,378 	1,149 	1,229 	93.6 	2,367 	1,145 	1,222 	93.7
	16	Toyama Prefecture		1,095 	528 	568 	92.9 	1,082 	521 	561 	93.0
	17	Ishikawa Prefecture		1,165 	562 	603 	93.2 	1,156 	558 	598 	93.2
	18	Fukui Prefecture		808 	390 	418 	93.5 	798 	386 	411 	94.0
	19	Yamanashi Prefecture		867 	424 	443 	95.7 	853 	418 	435 	96.0
	20	Nagano Prefecture		2,159 	1,049 	1,110 	94.5 	2,126 	1,035 	1,091 	94.9
	21	Gifu Prefecture		        2,092 	1,013 	1,079 	93.9 	2,044 	991 	1,053 	94.1
	22	Shizuoka Prefecture		3,792 	1,870 	1,922 	97.3 	3,705 	1,825 	1,880 	97.0
	23	Aichi Prefecture		7,418 	3,729 	3,689 	101.1 	7,220 	3,628 	3,591 	101.0
	24	Mie Prefecture		        1,870 	910 	960 	94.7 	1,823 	887 	936 	94.8
	25	Shiga Prefecture		1,405 	695 	710 	97.8 	1,378 	681 	697 	97.7
	26	Kyoto Prefecture		2,622 	1,258 	1,364 	92.2 	2,581 	1,238 	1,343 	92.2
	27	Osaka	Prefecture      	8,801 	4,258 	4,542 	93.7 	8,638 	4,180 	4,457 	93.8
	28	Hyogo Prefecture		5,583 	2,671 	2,912 	91.7 	5,503 	2,633 	2,870 	91.8
	29	Nara Prefecture		        1,399 	663 	736 	90.0 	1,391 	659 	731 	90.1
	30	Wakayama Prefecture		1,004 	471 	533 	88.4 	1,000 	470 	530 	88.6
	31	Tottori Prefecture		591 	282 	309 	91.1 	587 	281 	307 	91.5
	32	Shimane Prefecture		718 	342 	376 	90.8 	715 	341 	374 	91.2
	33	Okayama Prefecture		1,942 	931 	1,011 	92.1 	1,924 	923 	1,001 	92.3
	34	Hiroshima Prefecture		2,863 	1,383 	1,480 	93.5 	2,831 	1,368 	1,463 	93.5
	35	Yamaguchi Prefecture		1,455 	685 	770 	89.0 	1,444 	680 	763 	89.1
	36	Tokushima Prefecture		789 	374 	415 	90.2 	785 	373 	412 	90.5
	37	Kagawa Prefecture		999 	479 	520 	92.3 	992 	476 	516 	92.3
	38	Ehime Prefecture		1,436 	675 	761 	88.8 	1,429 	672 	757 	88.8
	39	Kochi Prefecture		766 	359 	408 	88.0 	764 	358 	406 	88.0
	40	Fukuoka Prefecture		5,053 	2,390 	2,663 	89.7 	5,014 	2,371 	2,643 	89.7
	41	Saga Prefecture		        852 	400 	452 	88.6 	849 	399 	450 	88.8
	42	Nagasaki Prefecture		1,430 	667 	763 	87.3 	1,424 	664 	760 	87.3
	43	Kumamoto Prefecture		1,814 	852 	961 	88.7 	1,806 	849 	957 	88.8
	44	Oita Prefecture		        1,195 	563 	632 	89.1 	1,187 	560 	628 	89.2
	45	Miyazaki Prefecture		1,132 	531 	601 	88.4 	1,129 	530 	599 	88.4
	46	Kagoshima Prefecture		1,708 	796 	912 	87.3 	1,703 	795 	908 	87.5
	47	Okinawa Prefecture		1,382 	677 	705 	95.9 	1,375 	673 	702 	95.8 	 

Table I. Japanese population by age and gender (For gender Distribution please divide the numbers into 2 as male/female ratio is roughly 50/50 most of the time)

Age	Number of People (In  thousands)
0	1078
1	1092
2	1087
3	1072
4	1,050
5	1088
6	1111
7	1145
8	1160
9	1,180
10	1179
11	1193
12	1188
13	1183
14	1,206
15	1208
16	1190
17	1212
18	1245
19	1216
20	1302
21	1347
22	1388
23	1414
24	1463
25	1490
26	1494
27	1478
28	1,490
29	1,551
30	1589
31	1653
32	1698
33	1783
34	1,869
35	1966
36	2002
37	1964
38	1918
39	1,864
40	1835
41	1800
42	1793
43	1407
44	1,746
45	1636
46	1593
47	1541
48	1522
49	1534
50	1564
51	1521
52	1481
53	1560
54	1613
55	1614
56	1717
57	1812
58	1922
59	2068
60	2266
61	2247
62	2131
63	1335
64	1434
65	1,747
66	1695
67	1735
68	1682
69	1526
70	1320
71	1402
72	1429
73	1417
74	1342
75	1251
76	1233
77	1181
78	1115
79	1032
80	978
81	914
82	847
83	794
84	703
85	598
86	522
87	457
88	393
89	362
90	256
91	228
92	193
93	163
94	129
95	106
96	80
97	59
98	40
99	29
100+	48
Total	127504
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This entry was posted in facebook, facebook in Japan, facebook penetration, facebook users in Japan, japan, japan social media reach, japanese social media, social media trends japan and tagged , , , , , , , . Bookmark the permalink.

One Response to facebook Users in Japan: Japanese facebook User Numbers by Age, Sex and Location

  1. Pingback: Asiajin » Facebook Usage in Japan: Then and Now (August, 2012)

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