The spread of smartphones also resulted in a rapid increase in social media use, especially among the younger generation. The current utilization rate of social media is 57.1 percent overall, with 91 percent in the twenties age group, 80.8 percent in thirties, 76.3 percent in teens, 60.5 percent in forties, 36.7 percent in fifties, and 14.3 percent in sixties (Institute for Information and Communications Policy , 2014). The following shows the usage of the three most frequently used social media services among each age group (Institute for Information and Communications Policy , 2014).
– Teens: LINE is most popular (70.5 percent), followed by Twitter (39.6 percent) and Google+ (30.9 percent).
– Twenties: LINE (80.3 percent), Facebook (57.0 percent), and Twitter (47.1 percent).
– Thirties: LINE (65.4 percent), Facebook (42.0 percent), and Google+ (37.8 percent).
– Forties: LINE (42.6 percent), Google+ (27.4 percent), and Facebook (20.3 percent).
– Fifties: LINE (22.3 percent), Google+ (20.7 percent), and Facebook (15.2 percent).
– Sixties: Google+ (7.7 percent), Facebook (5.0 percent), and LINE (4.3 percent).
Compared with the previous year, the social media service in which utilization rate grew most was LINE. Moreover, the utilization rate of LINE grew more than thirty points in all generations under forties. Utilization rate of Facebook increased to 57.0 percent in twenties, while it remained unchanged in teens (20 percent). It increased ten to twenty points in other age groups.
Institute for Information and Communications Policy (2014) Heisei 25 nen jouhou tsushin media no riyou jikan to jouhou koudou ni kansuru chousa sokuhou (The results of a survey of the utilization time of telecommunication media and information behavior) (online), http://www.soumu.go.jp/iicp/chousakenkyu/data/research/survey/telecom/2014/h25mediariyou_1sokuhou.pdf（Accessed 30th June 2014）