Facebook in Japan in 2012: part 2 of 2

Do you worry making personal information public on Facebook? graph of japanese statisticsRecently, Macromill Research took a close look at the usage patterns of 500 Facebook users, a survey that revealed a number of interesting trends. As it?s quite a large survey, I?ll split it into two parts.

Demographics

Over the 16th and 17th of February 2012 500 members of the Macromill monitor group who were current users of Facebook completed a private internet-based questionnaire. 61.8% of the sample were male, 2.2% in their teens, 21.2% in their twenties, 30.6% in their thirties, 25.0% in their forties, and 21.0% aged fifty or older.

One trend that can be seen comparing with last year is that the Japanese users are less concerned about the international nature. I don?t believe one can really ascribe that shift to some change in Japanese society?s view of foreigners, but instead I think it is just a natural shift given that according to Q2, over 60% of the users joined since the start of last year, so now there are more real-life Japanese friends to find.

Research results

Q10: What are the good things about Facebook? (Sample size=500, multiple answer)

? All Male
N=309
Female
N=191
Lots of users from all over the world 46.0% 42.7% 51.3%
Easy to find friends because real names are used 43.6% 44.7% 41.9%
Information is reliable because real names are used 38.2% 41.1% 33.5%
Can easily share information with people 37.2% 35.0% 40.8%
Can communicate in real time 32.4% 31.4% 34.0%
Can communicate through photos and videos 31.6% 26.5% 39.8%
Can communicate easily with just a single click 29.2% 27.2% 32.5%
Can link up with Twitter and other services 22.4% 23.0% 21.5%
There are corporate, brand fan pages 11.2% 11.3% 11.0%
There are powerful but easy-to-use functions 9.0% 9.1% 8.9%
Can study foreign languages 5.6% 3.6% 8.9%
Other 3.0% 2.9% 3.1%

Compared with last year, only three categories are less popular; one is linking with Twitter, etc, and the other two are users from all over the world and the ability to astudy languages.

Q11: Have you ever had a problem with a friend request you received on Facebook? (Sample size=500)

? All Male
N=309
Female
N=191
Yes 42.2% 35.0% 53.9%
No 57.8% 65.0% 46.1%

Overall, younger people had more problematic friend requests than olders. There was a selection of reasons listed; more than I expected from my western perspective were ?I?d like to refuse them, but?? I usually just press the Accept button regardless, but then again I?ve got nothing really important on Facebook!

Q12: Which of these do you think break your own Facebook etiquette rules? (Sample size=500, multiple answer)

Selling stuff 68.2%
Making stuff up, spreading lies 62.8%
Friend requests from people I don?t know 42.4%
Tagging me in photos without asking for permission 40.0%
Someone mentioning I was with them without asking for permission 39.0%
Writing to someone else?s wall 20.4%
Refusing a friend request from a boss, client 6.2%
Other 3.0%

Q13: How many corporate, organisation Facebook pages do you regularly view? (Sample size=500)

? All Twice daily or more users
N=127
Once a day users
N=137
Less than once a day users
N=236
None 46.8% 37.0% 43.1% 54.2%
One 13.6% 14.2% 10.9% 14.8%
Two or three 23.0% 22.8% 24.1% 22.5%
Four or five 10.4% 15.7% 13.9% 5.5%
Six to ten 4.0% 5.5% 6.6% 1.7%
Eleven or more 2.2% 4.7% 1.5% 1.3%

Q14: Have you ever got interested about a product, service through Facebook, and if so, how? (Sample size=500, multiple answer)

? All Twice daily or more users
N=127
Once a day users
N=137
Less than once a day users
N=236
Saw a friend?s post, share 31.4% 54.3% 31.4% 19.1%
Saw a Facebook advertisement 19.8% 26.0% 23.4% 14.4%
Saw a corporate, organisation?s post, share 11.8% 17.3% 10.9% 9.3%
Through a corporate, organisation?s promotional campaign 11.2% 17.3% 8.0% 9.7%
Other 0.4% 0.0% 0.0% 0.8%
Never got interested in a product through Facebook 53.0% 36.2% 51.8% 62.7%

Q14SQ1: What kinds of product, service have you got interested in through Facebook? (Sample size=235, multiple answer, top five)

Rank ? Percentage
1 Restaurant, delicacies 33.6%
2 Ingredients, drinks, indulgences 26.4%
3 Everyday use items 26.0%
4 Home appliances, computers 25.5%
5 Books 23.4%

Q14SQ2: What kinds of product, service have you got interested in through Facebook? (Sample size=130, male, multiple answer, top five)

Rank ? Percentage
1 Home appliances, computers 36.9%
2 Books 26.9%
3 Everyday use items 26.2%
4 Restaurant, delicacies 24.6%
5 Music 22.3%

Q14SQ3: What kinds of product, service have you got interested in through Facebook? (Sample size=105, female, multiple answer, top five)

Rank ? Percentage
1 Restaurant, delicacies 44.8%
2 Ingredients, drinks, indulgences 32.4%
3 Cosmetics, beauty products 30.5%
4 Everyday use items 25.7%
5 Events, travel 21.0%

Q14SQ4: What have you done regarding products, services you got interested in through Facebook? (Sample size=235, multiple answer)

? All Male
N=130
Female
N=105
Looked up the product, service on the internet, etc 60.9% 63.1% 58.1%
Shared information with a friend 25.5% 24.6% 26.7%
Bought the product, service 13.6% 16.2% 10.5%
Went to see the product, service in a physical shop 11.5% 14.6% 7.6%
Enquired about the product, service (to a supplier) 6.0% 6.2% 5.7%
Other 0.9% 0.8% 1.0%
Didn?t take any particular action 23.4% 23.1% 23.8%

Q15: What personal information do you make public on Facebook? (Sample size=500, multiple answer)

Real name 86.6%
Gender 84.6%
Age 69.8%
Career history 60.8%
Location of residence 49.4%
Hobbies, interests 47.8%
Face photograph 37.8%
Comment, personal introduction 28.4%
Place of work 20.0%
Contact details 5.0%

Q16: Do you worry about making personal information public on Facebook? (Sample size=500)

No, not at all 7.4%
No, not really 33.0%
Yes, a little 42.8%
Yes 16.8%

Q17: How well do you think each of these statements match your character? (Sample size=500)

? Yes Perhaps Perhaps not Not at all
I?m one who doesn?t spare any effort 11.2% 50.2% 32.4% 6.2%
I?m a sociable type 16.4% 38.6% 35.8% 9.2%
I have an otaku (nerdy) side 12.6% 38.4% 36.4% 12.6%
I have self-confidence 6.0% 38.4% 41.4% 14.2%
I often jump on bandwagons 7.8% 33.6% 43.6% 15.0%

Interestingly, newer Facebook members were less sociable and less nerdy, but more apt to say they frequently followed the latest fads.

Read more on: facebook,macromill research

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  • Like What Japan Thinks on Facebook
  • Facebook in Japan in 2012: part 1 of 2
  • Lifestyles of the Japanese (2011 version): part 2 of 3
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