国家调查：日本网红营销迷你报告

JAPAN INFLUENCERS & SOCIAL COMMERCE Japan’s digital landscape is sophisticated,with high internet (83%) and mobileaccess. Consumers are digitally literate butcautious, with social commerce adoptionlagging behind other Asian markets.Influencer marketing focuses on branding platforms, but livestream selling is lessmainstream, with only 60% participating.Brands tend to rely on micro and mid-tierinfluencers, often through programmatic essential for marketing success in Japan. SOCIAL COMMERCE(INFLUENCER)ENTHUSIASM Enthusiasm for social commerce and influencers varies widely across Asia. Wefind some markets and categorieswhich are centered around more basic channels, while others embrace a wide range of activities and mix thoseactivities in novel, innovative ways. The varying levels of enthusiasm in the region are a result of; (1)consumerhabits, routines and culture, (2)sophistication of marketing tactics, and (3)the channels available per market. TikTok is a major driver of enthusiasm at a country/market level. In markets where TikTok is established and fullyfunctional (has “shops”), enthusiasm is higher. In markets where TikTok is limited (Japan & S. Korea) or banned(India), social and influencer enthusiasm is notably lower. JAPAN Japan’s social commerce enthusiasm is more reserved comparingto its neighbouring markets, shaped by consumers’ caution in trust,brand loyalty, and high content standards. Influencer marketing isrelatively slower, and is encountering the highest resistant &scepticism in Asia. Platforms like Instagram, YouTube, X lead in could increase social commerce enthusiasm in Japan but given existing sentiment(& routines) with social, a full-featured TikTok is likely to have only a modest impacton enthusiasm. Brand’s websiteSpeciality Sites/Apps SKEPTICISM ON INFLUENCERSINVOLVEMENT IN COMMERCE ISPRONOUNCED, WITH THE HIGHESTNEGATIVE SENTIMENT TOWARD ALL PRIVACY CONCERNS AND PRODUCTQUALITY DOMINATE AS BARRIERS INJAPAN, WITH TRUST IN INFLUENCERSPRODUCT SELECTION, influencers trust they will offer competitive pricing.However, Japanese consumers are the mostskeptical in Asia when it comes to privacy. reason Japanese consumers might not buy frominfluencers. THE BRAND-SIDE VIEW34 BRAND & MARKETINGMANAGERS close behind; X and Mercari are secondary. Reflecting amix of messaging-first, visual storytelling, videoauthority, real-time conversation, and marketplace tilt to larger KOLs on YouTube/X when reach and authority areneeded. funnel, social platforms like Instagram and X areleaning towards top funnel activities - awareness &consideration. LINE and YouTube spansconsideration to conversion, and Mercari is usedmore for lower-funnel moments. TOP PLATFORMS FOR INFLUENCER CONTENT “Please select the Top 3 channels where you consume influencer content for each category.” LIVESTREAMING 60% EXPERIENCE WITH LIVESTREAM COMMERCE“Have you watched livestreams in the past 12 months?” JAPAN HAVEWATCHED AND/ORBOUGHT FROM A ASIA AVERAGE OF84% ABOUT THERESEARCH & REPORTS METHODOLOGYASIA INFLUENCER SURVEYS With anticipated increases in social commerceand influencer marketing across Asia for2025/26, Totem sought to better understandcurrent perceptions and usage across keymarkets in the region(and in Japan).The CONSUMER SURVEY BRAND SURVEY 54 Total Sample Size (n=): 3,813 Total Sample Size (n=): 54 The profile of brand-side respondent is that of asenior (Marketing Director, CMO), covering Seven Countries Covered: China, Japan, S. Korea, Indonesia, Philippines, Thailand, India The respondents covered a range of industriesmultiple regions/countries across the region. Gender Aim 50:50: 1,848 female, 1,965 male Millennials (29-44yrs) = 25% Boomers (61-79yrs) = 25% INFLUENCER REPORTS As a part of our research on Influencers inAsia, Totem has created a series of reports,goinginto greater detail for specificmarkets, countries and industries. in Asia, covering regional data,insights and trends for China, Japan,South Korea, Philippines, Thailand,Indonesia and India. industry,market or audience segment,reach out to our team. www.talktototem.com MARKETING INSIGHTS Totemhas a mission to support andp rov i d et h e i n s i g h t s t h at C - Leve lmarketers need in planning the growth of As such, Totem has created a wide set ofreportsabout the key issues beingencounteredat the leading edges ofmarketing.The 70+reports created by frontlines of digital innovation, offering in-depth insight into the future of marketing,including; China and Asia trends, globalDT Cs t ra te g i e s ,s o c i a l co m m e rce , OUR WORK AT TOTEM Totem works with a range of brands inAsia, China and Globally. Projectsfor our clients address criticalmarketing and growth issues including; -Brand strategy, positioning, category co-creation of branded content, events data insights & analytics growth planning content and campaigns-Channel strategies, audits, digitalcapabilities/innovation Totem’sclients range ac