Line in Japan, is it really popular?
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Line in Japan, is it really popular?

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We recently conducted a survey among college students and found that LINE is their most favorite social media platform. Most interesting when we asked what they would do if there was an earthquake ...

We recently conducted a survey among college students and found that LINE is their most favorite social media platform. Most interesting when we asked what they would do if there was an earthquake they listed LINE as their preferred type of communication channel after the phone, email and the internet.

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    Line in Japan, is it really popular? Line in Japan, is it really popular? Presentation Transcript

    • LINE, Is it really Popular? Adam Acar Associate Professor of Communication & Global Business
    • How Do College Students Use LINE?• ABOUT 6 MONTHS AGO we conducted a qualitative study with 12 high school students in Kobe and were surprised to find out that LINE was the most popular social media tool among teenagers.• Last month we conducted a survey at a public university in Japan and asked 83 college students about their LINE experience Despite the common view that LINE became popular because the phone lines were down after the Tohoku earthquake, it is likely that LINE became popular because -It was hugely popular among high school students (who have nothing to do with the phone lines after the quake) -It is the localization of SKYPE, WECHAT, KAKAO TALK, VIBER which were already popular in ASIA. S. Korea had KAKAO TALK, CHINA had WECHAT but Japan had NONE.
    • How do you use LINE? How do you use LINE? Dont know 4% I know but never used 21% Quit several times a day 43% 1% occasionally About 60% of a few times a week 1% college students 14% a few times a month use LINE everyday. 0% This is more than Facebook and almost everyday 16% TwitterSample: 83 CollegeStudents who areregistered at a publicuniversity in Japan. 80%of the respondentsreported having a smartphone.
    • How do you use LINE? How do you use LINE? Dont know 4% I know but never used 21% Quit several times a day 43% 1% occasionally About 60% of a few times a week 1% college students 14% a few times a month use LINE everyday. 0% This is more than Facebook and almost everyday 16% TwitterSample: 83 CollegeStudents who areregistered at a publicuniversity in Japan. 80%of the respondentsreported having a smartphone.
    • WHAT IF THERE WAS AN EARTHQUAKE???QUESTION: If there was an earthquake with the magnitude of 6.8 that hit this school andcaused some minor damage (presume that you are safe and theres no serious damagein your building). How would you use the new communication tools at that moment?Please rank these choices in terms of your priority. Your first choice should be listed asthe 1st and your last choice should be ranked as the 7th. Total Overall Item Score1 Rank Phone call 464 1 Email 394 2 Internet (search, browse, etc.) 341 3 Line (message, call, etc.) 327 4 Facebook (update, message, search, etc.) 308 5 Twitter (update, message, search, etc.) 283 6 Mixi (update, message, search, etc.) 138 7 Total Respondents: 83 1 Score is a weighted calculation. Items ranked first are valued higher than the following ranks, the score is the sum of all weighted rank counts.
    • How do you use other social networks??? 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% Mixi 15.00% Twitter Facebook 10.00% LINE 5.00% 0.00%Sample: 82 College Students whoare registered at a public universityin Japan. 80% of the respondentsreported having a smart phone.
    • How Do They Use LINE?
    • How Do They Use LINE?
    • How Do They Use LINE?
    • How Do They Use LINE?
    • How Do They Use LINE?