Risky Brand Co., Ltd. is running a program called “MINDVOICE” that researches consumer psychology. The company used MINDVOICE to investigate trends regarding SNS among ordinary consumers.
This survey revealed the number of active users who use SNS on a daily basis, as well as trends in the values of active users of each SNS.
Reference source: Trends and values of SNS users. _Risky Brand Co., Ltd.
The number of active users is increasing
Active users refer to users who use SNS on a daily basis. Users who only have an account but rarely check SNS are excluded. How has the number of active users changed in recent years?
The graph below was created by Risky Brands from the survey results.
Reference source: Trends and values of SNS users. _Risky Brand Co., Ltd.
Looking at the graph, you can see that the number of active users continues to increase for most social networking services. It has been said that more than half of the people are active users of LINE, but in this survey, the number reached over 60%.
YouTube has seen the fastest increase in active users this time, 125% compared to the previous year. The number of active users has reached the majority of the population. The runner-up is Instagram, which has an increase of 124% compared to the previous year, and 26.6% of the population is considered to be an active user.
Facebook’s number of active users has been on the decline so far, but the decline has come to a halt at 103% compared to the previous year. Risky Brand analyzes that this may be the result of Facebook gaining a unique position as social networking sites become increasingly segregated based on user values.
The company estimates that this growth in SNS active users is largely due to the self-restraint mood (“stay at home”) in response to the new coronavirus.
SNS where users are increasingly segregated based on their values
Risky Brand also used a method called correspondence analysis to map trends in the values of active users on each social networking site.
Reference source: Trends and values of SNS users. _Risky Brand Co., Ltd.
Looking at this map, it can be inferred that certain SNS have acquired brand positions based on users’ values.
For example, Facebook is considered to have a brand position among people who are interested in global issues such as environmental issues and want to be seen as intelligent. Instagram seems to be associated with the trend-forward values of “loving new things,” while Twitter is associated with ephemeralism and negative orientation, where “the moment is important.”
It can also be seen that while many active users of Instagram and Twitter are those who seek change, LINE and YouTube are popular among those with values that dislike change.
Separation by gender and age has also been revealed.
The results revealed not only trends in values, but also differences in social media based on gender and age (generation).
Reference source: Trends and values of SNS users. _Risky Brand Co., Ltd.
Reference source: Trends and values of SNS users. _Risky Brand Co., Ltd.
If you look at both graphs, you can see that, for example, Facebook is preferred by men and middle-aged people, while Instagram is preferred by women and young people.
When using SNS for marketing, it is important to identify SNS that are strongly connected to the values, gender, and age group of your target customers.
Reference source: Trends and values of SNS users. _Risky Brand Co., Ltd.
Reference:
https://www..co.jp/mk/column/3465