Some 40% of Japan's biggest brands are still not active on Twitter, just one indication of the extent to which they lag behind their US counterparts in exploiting the microblog's potential.
Adam Acar, associate professor of communication at Kobe City University of Foreign Studies, analysed the engagement levels of the 100 largest Japanese brands on Twitter.
Uptake among this group, which features the auto marques Toyota and Honda, electronics specialists Sony and Panasonic, beverage maker Suntory and telecoms giant NTT DoCoMo, hit only 60%.
This compared with a 95% reach for the 100 largest intangible assets in the US. Similarly, whereas 86% of active American brands tweeted in the week before the study, this figure stood at 41% for their Japanese peers. (warc.com)
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