Press Releases

August 25, 2011

Japan Internet Users Spend Most Time on Blogs Worldwide

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 Media Metrix 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 Visitors
June 2011
Total Audience, Visitors Age 15+ – Home/Work Locations*
Source: comScore Media Metrix
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 South Korea 84.9%
Indonesia 33.1 Turkey 81.9%
Brazil 32.5 Japan 80.5%
Vietnam 30.3 Peru 77.3%
Sweden 29.2 Portugal 76.0%
Malaysia 26.6 Argentina 73.3%
Portugal 24.8 Singapore 73.2%
Taiwan 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 2011
Total Japan Audience, Visitors Age 15+ – Home/Work Locations*
Source: comScore Media Metrix
  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 14%
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 18%
Biglobe Webry Blog N/A 7,640 N/A

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

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 Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com