Line crowned as undisputed market leader in Japan by eMarketer

Brands that are focusing on Line in Japan are seeing success

eMarketer has crowned Tokyo-based mobile messaging app Line as the undisputed market leader in Japan, with the market research company predicting that an estimated 50.2 million people will use the service in 2017, equating to 92.8% of mobile messaging app users in the country.

The company says more than 85.0% of Japan’s smartphone users will access their Line account at least once per month and by the end of the forecast period in 2021, that figure will rise to 89.3%.

eMarkter also estimates that mobile messaging app users in Japan will total 54.1 million in 2017, accounting for close to three-quarters (73.1%) of mobile internet users. Japan also has a solid mobile social network user penetration, which will reach 36.9% of all Internet users.

Line recently launched its first AI assistant Clova and Line Works, a messaging platform for work that will challenge Facebook, Microsoft and Slack.

“For businesses looking to engage mobile users from Japan, Taiwan, Indonesia and Thailand, Line is the best bet,” said Cathy Boyle, eMarketer’s principal analyst of mobile.

“While Facebook Messenger and WhatsApp pose a real threat to the app’s user growth worldwide, Line’s marketing opportunities currently outclass the competition in its four core countries.”

Shawn Lim

Shawn Lim is a reporter at The Drum, covering industry news around the Asia Pacific region with a focus on Singapore and Southeast Asia. Based in Singapore, he has worked across photography, video and online, covering a range of subjects including current affairs and sports.

Before Game of Thrones, he was a huge Breaking Bad fan. He does CrossFit and yoga to stay healthy.

All by Shawn