Growing up in a digital environment, I have experienced profound changes in how social media apps and sites are used. Unique values and evolving preferences have naturally influenced the way I, and many others of generation Z (Gen Z), engage with these platforms. But what are the values that have come to define the Gen Z identity and how do these unique characteristics shape the way they interact in a digital space? Let’s take a closer look at the characteristics of Japanese Gen Z and the popular social media apps among them so as to better understand the psychology behind their consumption behavior and gleam hints to UX and UI practices that will captivate their heart.
Characteristics of Japanese Gen Z
As digital natives, Gen Z exhibits several key characteristics when using social media. Here are a few keywords that are particularly strong trends among the Japanese youth.
- Authenticity: Previously, social media was dominated by glamorous and extraordinary posts, showcasing an idealized version of life. However, there has been a significant shift among Gen Z towards valuing authenticity. This generation now prefers to present content that reflects their true selves, imperfections and all, instead of meticulously curated images and exaggerated portrayals of daily life.
- Connections: Japanese Gen Z members have a strong desire to connect and empathize with others through shared emotions, often referred to as “emoi” (エモい), a sensation amplified by the act of communicating and sharing experiences with others.
Gen Z commonly deepens their interactions with people who share the same hobbies online and shares their location information to make new friends easily. Additionally, they flexibly use multiple accounts, sorting by purpose, and skillfully manage different identities across their social presence to strengthen connections with various communities.
- Time Performance（タイパ）: A new term indicating the evolving values of Gen Z in Japan, “time performance” emphasizes the increasing value on maximizing full use of one’s time. In addition to a preference for short, engaging content that can be quickly consumed and shared, this generation is always on the lookout for ways to make and enjoy meaningful interactions in the quickest way possible. Whether it’s through brief yet impactful videos or concise and informative posts, time performance reflects Gen Z’s preference for content that fits seamlessly into their fast-paced lives.
Popular social media platforms among Japanese Gen Z
Here are some apps/sites that are commonly used by Japanese Gen Z that exemplify their social interactions and values:
1. Ubiquitous platforms
X
X is an important app in the Japanese market, especially popular among teens and those in their 20s. Its popularity stems from the comfort many Japanese feel in expressing themselves in writing. Common among Japanese Gen Z is the use of multiple accounts. They often maintain a main account for general interactions and have sub-accounts for specific themes like studying or hobbies. This allows them to share targeted content with different groups of friends, or keep certain parts of their identity hidden to avoid criticism or ostracization.
X
X is an important app in the Japanese market, especially popular among teens and those in their 20s. Its popularity stems from the comfort many Japanese feel in expressing themselves in writing. Common among Japanese Gen Z is the use of multiple accounts. They often maintain a main account for general interactions and have sub-accounts for specific themes like studying or hobbies. This allows them to share targeted content with different groups of friends, or keep certain parts of their identity hidden to avoid criticism or ostracization.
Short videos like Reels are trendy and widely used for disseminating information on topics such as beauty, hobbies, music, and food. Similar to X, it is common for Instagram users to use different accounts depending on the purpose and target audience. Recently, natural and not overly decorated posts have become popular. Instead of special occasions or ideal situations, Instagram is frequently used by Gen Z to share their casual daily lives and their authentic selves.
Short videos like Reels are trendy and widely used for disseminating information on topics such as beauty, hobbies, music, and food. Similar to X, it is common for Instagram users to use different accounts depending on the purpose and target audience. Recently, natural and not overly decorated posts have become popular. Instead of special occasions or ideal situations, Instagram is frequently used by Gen Z to share their casual daily lives and their authentic selves.
TikTok
TikTok is an optimal short video platform for Gen Z, who prioritize time efficiency. It is used not only for entertainment but also for finding tips and information.
TikTok
TikTok is an optimal short video platform for Gen Z, who prioritize time efficiency. It is used not only for entertainment but also for finding tips and information.
Snapchat
An image-sharing app where posts can be deleted in 10 seconds, without a “like” feature, reduces psychological pressure, making it easy to use. It is often used as a means to share favorite things with close friends at any time.
Snapchat
An image-sharing app where posts can be deleted in 10 seconds, without a “like” feature, reduces psychological pressure, making it easy to use. It is often used as a means to share favorite things with close friends at any time.
BeReal
BeReal is an app for sharing unfiltered photos once a day with friends. It has gained popularity for allowing users to enjoy an authentic atmosphere.
BeReal
BeReal is an app for sharing unfiltered photos once a day with friends. It has gained popularity for allowing users to enjoy an authentic atmosphere.
Pinterest is a photo-sharing app specializing in searching and saving preferred images and videos. Feeds can be adjusted based on user preferences, making it useful for finding lifestyle tips and images of favorite talents, often for fan activities.
Pinterest is a photo-sharing app specializing in searching and saving preferred images and videos. Feeds can be adjusted based on user preferences, making it useful for finding lifestyle tips and images of favorite talents, often for fan activities.
Discord
Discord is a communication tool that is convenient for calls and chats with gaming friends, often with those met in the virtual world. People sometimes meet face-to-face with those they have met on Discord, turning gaming friends into real-life friends, making it a unique kind of social networking app.
Discord
Discord is a communication tool that is convenient for calls and chats with gaming friends, often with those met in the virtual world. People sometimes meet face-to-face with those they have met on Discord, turning gaming friends into real-life friends, making it a unique kind of social networking app.
2. Platforms unique to Japanese Gen Z
Here are a few examples of apps popular among Gen Z designed for users to deepen connections with online friends, which may be different from their “real” IRL (in-real-life) friends or “hobby friends.” Such categorization of friend groups is fairly common among Japanese youths.
Gravity
Gravity is themed around “empathy,” recommending users who match with others based on personality types determined by personality tests and big data analysis. It is popular for focusing on inner aspects rather than appearance, allowing users to share their non-glamorous daily lives and connect easily with others. Instead of choosing conversation partners based on social status or appearance, users can relax and talk with those who share similar values and hobbies. The high level of anonymity allows users to post comfortably and securely. Known as a place for those tired of traditional social media, Gravity ensures no disparity among users by having them only choose icons provided by the management as the profile image.
Gravity
Gravity is themed around “empathy,” recommending users who match with others based on personality types determined by personality tests and big data analysis. It is popular for focusing on inner aspects rather than appearance, allowing users to share their non-glamorous daily lives and connect easily with others. Instead of choosing conversation partners based on social status or appearance, users can relax and talk with those who share similar values and hobbies. The high level of anonymity allows users to post comfortably and securely. Known as a place for those tired of traditional social media, Gravity ensures no disparity among users by having them only choose icons provided by the management as the profile image.
Yay!
Yay! is a community app where users can connect by voice with others of the same generation and interests. It offers various features such as group calls, hobby circles, 1:1 chats, and individual calls, creating a new online space with ease. The app ensures high safety by not allowing it to be used for dating purposes.
Yay!
Yay! is a community app where users can connect by voice with others of the same generation and interests. It offers various features such as group calls, hobby circles, 1:1 chats, and individual calls, creating a new online space with ease. The app ensures high safety by not allowing it to be used for dating purposes.
Location-sharing apps are primarily used among middle and high school students, facilitating meeting spots for friends and enabling parents to check their children’s whereabouts. Since the pioneer app “Zenly” ceased service in 2023, various alternative apps have emerged. Here are some representative apps:
NauNau
Whoo
NauNau and Whoo are apps that allow real-time location tracking, indicating where someone is and how long they stay there. They make it possible to track places visited during travels. With settings like ghost mode and freeze mode, users can choose to share their location information with specific people or keep it private. These apps include features for messaging, as well as for couples and families. They are also capable of checking the battery level and movement speed (e.g., walking or on a train) of the other party’s smartphone.
Conclusion
Understanding how Gen Z uses apps and what elements attract them is crucial for future app development and marketing strategies. At Uism, we support a user-centric approach and conduct in-depth qualitative research to help companies better target Gen Z consumers. Our recent Gen Z-focused study, for example, involved conducting interviews to understand their values and specific barriers or pains they currently face, giving great insight into trends to follow as Gen Z enters into their late 20s and early 30s. If you are interested in developing services or marketing strategies for Gen Z, please feel free to contact us.
About the Author
Rinako Kanaya
Born in Gunma, raised in the US. It all began in high school when Rinako unexpectedly won an award for a digital design project, triggering an epiphany that made her consider UX as a potential future career. After graduating from college, she completed a US-hosted UX research bootcamp, and obtained her master’s degree in behavioral science in the UK. Intrigued by the cultural differences in UX design, Rinako decided to delve deeper into this fascination, ultimately joining Uism. She is fluent in Japanese, English, and can hold everyday conversations in Korean.