Facebook is 10 million monthly active users strong in Japan, the company announced today at a marketing conference in Tokyo.
This figure indicates Facebook has about 10 percent penetration among Japanese Internet users and is quickly gaining on Mixi, Japan’s most popular social network. Mixi reported in February that it has 15.2 million monthly active users.
Japan is one of the few countries where Facebook has lower than 20 percent penetration. Russia and South Korea are others, as well as China where Facebook is banned. But Facebook is growing rapidly in Japan. The latest MAU figures are double the 5 million the social network reported in September 2011.
Facebook got serious about Japan in 2010, and developed a number of initiatives to increase usage there. The social network began to let users syndicate their Facebook posts on Mixi. It created a job search app for university students. And it prompted users to complete “missions” to fill out their profiles. Judging from a graph shown at fMC Tokyo, Facebook had about 1 million MAU at the start of 2010 and 2 million in 2011.
Also at the conference, Facebook introduced Timeline for pages and new premium ad products as it did in New York last month. The company has a final fMC planned for London at the end of March.