LINE Research announced the results of its second survey regarding “Clubhouse” on February 9, 2021. The survey period is from February 6, 2021 to February 7, 2021. We received responses from 1,053 men and women aged 15 to 59 from all over Japan.
Together with the results of the first survey, changes in awareness of Clubhouse and intention to use it over the course of one week were revealed.
Reference source:
Popular audio SNS “Clubhouse”, recognized by over 50%. Recognition rate increased by 2.7 times in one week
More than half of Clubhouse is recognized! 20% increase from the previous survey one week ago
Clubhouse is a budding SNS service that started in the United States in the spring of 2020. It is unique in that it is audio-based rather than text-based like Facebook and Twitter, allowing the audience to listen to the content of conversations between unrelated users.
Clubhouse is iOS only and does not have an Android app. Also, since it is invitation-only, users cannot participate unless they receive an invitation from the user. Invitations are limited to two people per user, so even if you want to start, you may not be able to use it right away.
First, regarding the awareness of Clubhouse, since the first survey conducted on January 30th, awareness has increased from 19% to 52%, with more than half knowing about Clubhouse. In particular, 48% of respondents said they were aware of the situation, but have not registered it, compared to 17% in the first survey, which has nearly tripled. The percentages for “I know about it and I’m currently using it” and “I know about it and I’ve registered, but I’m currently in an inviting town” remained at the same rate, increasing from 1% to 2%.
Although awareness has rapidly expanded, it appears that the number of actual users has not increased as much as awareness. This is probably due in no small part to the restrictions on the provision of apps and how to start using them.
Next, looking at the recognition rate for each age group, recognition among teenagers and people in their 20s exceeds 60%. In particular, awareness among teenagers increased rapidly by 40% compared to the previous survey.
More than 40% of people in their 30s and older were aware of the issue, and awareness among people in their 40s in particular increased by 39% from the previous survey, indicating that awareness has spread to the same extent as among teenagers.
Expanding use of Clubhouse is driven by younger generations in their teens and 20s
Furthermore, looking at the percentage of Clubhouse users and invited towns by age group, teenagers increased from 2% to 8%, and 20s also increased from 3% to 8%.
Comparing this to the fact that the increase for those in their 30s and above is only around 1% compared to the previous survey, it can be seen that the expansion of the number of users and invitees among the younger generation is having an impact on the overall numbers.
Clubhouse: 1 in 4 people intend to use it
Next, when asked about their intention to use Clubhouse, 1 in 4 people had an intention to use Clubhouse, with 4% saying they would “definitely want to use it” and 21% saying they would “want to use it if given the opportunity”. It became. This is an increase of 3% from 22% in the previous first round.
Looking at the percentage of people intending to use the service by age group, the highest percentage was found among teenagers at 39%, followed by 30% among those in their 20s, 23% among those in their 30s and 40s, and 20% among those in their 50s. Comparisons from the previous survey also show that teenagers have seen the greatest increase, indicating that the younger generation has higher intentions.
This survey revealed that in a short period of one week, awareness of Clubhouse has rapidly expanded, with one in two people knowing about it and one in four people intending to use it. In particular, awareness and intention to use the service are expanding and increasing among people in their teens and 20s, and it has also become clear that there is a strong interest among the younger generation.
Reference source:
Popular audio SNS “Clubhouse”, recognized by over 50%. Recognition rate increased by 2.7 times in one week