In terms of Japan¡¯s social media scene, 2012 was without a doubt the year of . The free application launched by in mid-2011 was initially created to allow free VoIP calls between Line users. This year it quickly snowballed into something much bigger: It now has an Instagram analogue in Pick, a social dashboard like Facebook, and is starting to pick up where the faltering fell off with its own location-based Coupon app. But one of Line¡¯s most popular features is the ever-changing selection of cute stickers that you can add to text messages.
Line¡¯s growth has been astounding: It reached the 50 million user mark at 399 days ¨C more than twice as fast as both Twitter and Facebook. The most recent numbers, for November 2012, claim , 36.5 million of whom live in Japan. The number of users shot past Facebook, which has only a as many users in Japan, with the number apparently plateauing in the last quarter of the year.
This year did, however, see , which has been faltering. Last June, that Mixi¡¯s active users for the month of March were 15 million (out of 27 million registered users). Not too bad, except that page views had dropped by 10 million in the past year ¨C a loss of one-third. to create a shared social gaming platform that will be live next year. We¡¯ll see if that is enough to save Mixi ¨C it certainly needs something.
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