In Japan, the way people search “fashion” and “outfit” is changing. Based on research, people used to use google to search things related to fashion mainly on Google (28.3％), but now because of smartphone, people use Instagram (29.4％)more.
In comparison,39.8％ of people were using Google and 17% were using Instagram back in 2016, so Instagram became significantly popular in just three years.
Based on same research, younger people use Instagram more than older generation. Teenager: 52.9％、20s: 39.3％、30s: 28.9％、40s: 16.5％、50s: 13.2％、60s: 8.0％.
Also, people use Instagram to search photogenic spot. Compare to 2016, 14% less people use Google to search travel destination / photogenic spot, on the other hand, people use Instagram is 3 times more.
The way people kill time these days is also changing. TV was the major way before, but people (27.9％) especially young generation watch YouTube on their smartphone. Followed by YouTube, 21% on google, 19.8% on Twitter.
Another way is to play game on smartphone. Almost half of teenagers spend cloud game when they’re free.
