Blog usage habits in Japan


As a professional blogger (perhaps) my requirements for a blogging service are very different from the average person, so I do find it a little hard to relate to this survey reported on by and conducted by Marsh Inc into blogging.


Between the 18th and 21st of November 2008 300 members of the Marsh monitor panel completed an internet-based questionnaire. The sample was split 50:50 by sex, and 20.0% were in their twenties, 20.0% in their thirties, 20.0% in their forties, 20.0% in their fifties, and 20.0% aged sixty or older.

In Q1 I think the amount of people reading commercial blogs is rather low, but I suspect it might be that because people are not seeing the URL as, they assume that places are just hobby blogs, not commercial enterprises.

Most of the Japanese blogs, particularly the personal blogs, make Facebook look tasteful.

Research results

First, from the whole sample the survey reported that 263 people regularly read blogs. However, in the data following it is obvious that the figure was actualy 156, or 52.0%. How many did not even know what a blog is was not reported. These 156 were then asked the following.

Q1: What kinds of blogs do you read? (Sample size=156, multiple answer)

Personal blogs12781.4%
Famous person’s blogs6642.3%
Friend, family member’s blogs4629.5%
Corporate, organisation blogs3723.7%
Don’t know00.0%

Next, 86 people, or 55.1% of the blog readers, or 28.7% of the whole sample, had their own blogs. They were asked the following.

Q2: Which blog service do you use the most? (Sample size=86)

FC2 Blog15.1%
Yahoo! Blog12.8%
Rakuten Blog12.8%
Ameba blog10.5%
goo Blog7.0%
livedoor Blog3.5%
excite Blog3.5%
Blogger (Google)2.3%
Hatena Diary0.0%
Don’t know, don’t remember1.2%

Q3: Why did you select that service? (Sample size=86, multiple answer)

Easy to create blog, entries5159.3%
Easy to understand functionality3439.5%
Like the design2023.3%
Rich feature set1416.3%
Well-known service1214.0%
Can update from mobile phone1011.6%
Friends, family use it910.5%
Broad range of editing functions89.3%
Same service as blogs I view89.3%
No particular reason89.3%
Read more on:

Leave a Comment