Japan among leading blog markets

26 August 2011

TOKYO: Web users in Japan, Taiwan, Brazil and South Korea are among those displaying the highest levels of engagement with blogs around the world, a study has revealed.

Figures from comScore Japan KK, the research firm, showed 85.5% of the online population in Taiwan read blogs in June 2011, typically devoting a relatively modest 24 minutes to this pastime over the month.

Some 85.2% of Brazilian internet users also accessed this type of content, browsing for 32.5 minutes, totals standing at 84.9% and 49.6 minutes respectively for South Korea.

While the reach of blogs fell to 80.5% in Japan, the dwell time recorded in the country hit 62.6 minutes, easily the best score on this measure.

Overall, 59.1m people in Japan viewed a blog during the sixth month of this year, a 7% increase on an annual basis.

User-generated content hosted by FC2 received 46.7m visitors in this period, a 16% lift year on year, with rival platform Livedoor growing by 35% to 33.4m, and Ameblo expanding by 14% to 32.2m.

"Blogs play a central role in Japan's internet culture," said Daizo Nishitani, president of comScore Japan KK. "Blogging has historically been a popular internet activity, as the opportunity to interact anonymously appealed to many online users."

More broadly, comScore's data showed Japan is somewhat exceptional, given blogs seemingly hold a greater appeal in emerging markets where the web audience is generally increasing rapidly in size.

Other markets where blogs have an impressive reach include Turkey on 81.9%, Peru, with 77.3%, Portugal on 76%, Argentina on 73.3%, Singapore on 73.2% and China with 72.3%.

In terms of dwell time, the average Polish web user posted 47.7 minutes in June, beating Indonesia's 33.1 minutes, Vietnam's 30.3 minutes, Sweden's 29.2 minutes, Malaysia's 26.6 minutes and Portugal's 24.8 minutes.

Warc's latest Consensus Forecast predicted global adspend would rise by 4.4% in 2011, also a downward revision from the 5.1% increase predicted in April.

Data sourced from comScore; additional content by Warc staff