[Survey of 700 People] SNS Evolves from 'Something to Look at' to 'Material for Judgment.' About 80% Use It, Affecting Corporate Impressions
Initial Site conducted a survey of 700 people on SNS usage, revealing ~80% use SNS and ~60% say corporate SNS accounts affect their impression of the company.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 01:12
- 🔍 Collected: April 23, 2026 at 16:31
- 🤖 AI Analyzed: April 23, 2026 at 17:34 (1h 2m after Collected)
Initial Site Inc. (Headquarters: Yokohama; Representative: Kikuchi) conducted this survey to clarify the actual status of SNS usage as part of its data analysis and knowledge dissemination project in the short video domain.
Survey content: A survey on the actual usage of SNS and its impact on companies, targeting 700 men and women in their teens to 60s and older nationwide.
Click here to request materials.
We offer unpublished data and white papers for free. Please select 'Inquiry about our services' from here. Our representative will contact you.
— 'Companies that do not post may not be seen at all' —
About 80% use SNS, and about 60% answer that it affects their impression of a company.
■ SNS is already an infrastructure that functions on the 'premise of being seen'
While the importance of SNS in corporate marketing and recruitment activities is increasing, many companies are hesitant to utilize it due to issues such as:
- Not knowing if they are actually being seen
- Unable to determine if it leads to trust
- Unclear if it affects recruitment or inquiries
However, this survey revealed the reality that SNS is already an 'information infrastructure functioning on the premise of being seen.'
■ About 80% use SNS, YouTube is about 70%
In a survey regarding currently used SNS, YouTube was the highest at approximately 70%, followed by X at approximately 46%, Instagram at approximately 42%, and TikTok at approximately 29%. Facebook was about 14%. On the other hand, only about 20% answered that they 'do not use SNS,' indicating that roughly 80% use some form of SNS. From these results, it can be seen that SNS is not limited to a specific group of users, but has already established itself as an information infrastructure that many people come into contact with on a daily basis.
■ SNS is 'something seen every day,' about 70% of users have daily contact
Regarding the viewing frequency of each SNS, 'view every day' was about 70% for Instagram, 66% for YouTube, 69% for X, and 70% for TikTok. In other words, for the SNS surveyed this time, approximately 70% of users interact with them daily. SNS is not 'media viewed occasionally,' but an 'information touchpoint repeatedly contacted in daily life,' serving as a place for companies to continuously build awareness and understanding.
■ Short videos are already 'commonplace contact content'
Regarding the viewing status of SNS short videos (TikTok, Instagram Reels, YouTube Shorts, etc.), about 30% 'watch frequently' and about 36% 'watch occasionally,' resulting in a total of approximately 66% viewing short videos. Short videos are not limited to a specific demographic but have already become content that many users have the opportunity to interact with.
■ 'More than half trust' information on SNS
Regarding the reliability of information seen on SNS, about 48% 'trust to some extent' and about 6% 'trust highly,' totaling about 54% who trust SNS information to a certain degree. However, it is not trusted unconditionally, as a certain number also answered they 'do not trust it much.' This shows that while SNS is not a 'completely trusted media,' it functions as a reference source used during comparison and consideration.
■ About 60% answered 'Corporate SNS affects impressions'
When asked whether posts by corporate official accounts affect the impression of that company, about 45% answered 'affects somewhat' and about 14% answered 'affects greatly,' totaling about 59% who said it has an effect. Because SNS, unlike official websites or job boards, is media contacted daily, the content posted can directly impact corporate impression formation.
■ Summary: SNS has moved from 'should we do it' to an era of 'premise of being seen'
This survey makes it clear that SNS is already used by many and is a daily-viewed information infrastructure. Furthermore, information on SNS is used as reference material, and corporate posts influence impression formation. In other words, SNS is not merely a means of transmitting information, but a crucial touchpoint involving corporate understanding and decision-making. Conversely, companies lacking in outreach may not even enter the consideration set. For companies, SNS is no longer at the stage of considering 'whether to do it,' but has entered a stage of 'designing how to utilize it on the premise of being seen.'
■ We provide the complete survey data for free
This release contains only a portion of the data. (Detailed data is unpublished.)
Survey content: A survey on the actual usage of SNS and its impact on companies, targeting 700 men and women in their teens to 60s and older nationwide.
Click here to request materials.
We offer unpublished data and white papers for free. Please select 'Inquiry about our services' from here. Our representative will contact you.
— 'Companies that do not post may not be seen at all' —
About 80% use SNS, and about 60% answer that it affects their impression of a company.
■ SNS is already an infrastructure that functions on the 'premise of being seen'
While the importance of SNS in corporate marketing and recruitment activities is increasing, many companies are hesitant to utilize it due to issues such as:
- Not knowing if they are actually being seen
- Unable to determine if it leads to trust
- Unclear if it affects recruitment or inquiries
However, this survey revealed the reality that SNS is already an 'information infrastructure functioning on the premise of being seen.'
■ About 80% use SNS, YouTube is about 70%
In a survey regarding currently used SNS, YouTube was the highest at approximately 70%, followed by X at approximately 46%, Instagram at approximately 42%, and TikTok at approximately 29%. Facebook was about 14%. On the other hand, only about 20% answered that they 'do not use SNS,' indicating that roughly 80% use some form of SNS. From these results, it can be seen that SNS is not limited to a specific group of users, but has already established itself as an information infrastructure that many people come into contact with on a daily basis.
■ SNS is 'something seen every day,' about 70% of users have daily contact
Regarding the viewing frequency of each SNS, 'view every day' was about 70% for Instagram, 66% for YouTube, 69% for X, and 70% for TikTok. In other words, for the SNS surveyed this time, approximately 70% of users interact with them daily. SNS is not 'media viewed occasionally,' but an 'information touchpoint repeatedly contacted in daily life,' serving as a place for companies to continuously build awareness and understanding.
■ Short videos are already 'commonplace contact content'
Regarding the viewing status of SNS short videos (TikTok, Instagram Reels, YouTube Shorts, etc.), about 30% 'watch frequently' and about 36% 'watch occasionally,' resulting in a total of approximately 66% viewing short videos. Short videos are not limited to a specific demographic but have already become content that many users have the opportunity to interact with.
■ 'More than half trust' information on SNS
Regarding the reliability of information seen on SNS, about 48% 'trust to some extent' and about 6% 'trust highly,' totaling about 54% who trust SNS information to a certain degree. However, it is not trusted unconditionally, as a certain number also answered they 'do not trust it much.' This shows that while SNS is not a 'completely trusted media,' it functions as a reference source used during comparison and consideration.
■ About 60% answered 'Corporate SNS affects impressions'
When asked whether posts by corporate official accounts affect the impression of that company, about 45% answered 'affects somewhat' and about 14% answered 'affects greatly,' totaling about 59% who said it has an effect. Because SNS, unlike official websites or job boards, is media contacted daily, the content posted can directly impact corporate impression formation.
■ Summary: SNS has moved from 'should we do it' to an era of 'premise of being seen'
This survey makes it clear that SNS is already used by many and is a daily-viewed information infrastructure. Furthermore, information on SNS is used as reference material, and corporate posts influence impression formation. In other words, SNS is not merely a means of transmitting information, but a crucial touchpoint involving corporate understanding and decision-making. Conversely, companies lacking in outreach may not even enter the consideration set. For companies, SNS is no longer at the stage of considering 'whether to do it,' but has entered a stage of 'designing how to utilize it on the premise of being seen.'
■ We provide the complete survey data for free
This release contains only a portion of the data. (Detailed data is unpublished.)