87% of Japanese opinion-leaders have heard of blogging: study

PR firm Edelman today announced the results of the 2005 Edelman Japan Stakeholder Study of 140 Japanese opinion-leaders from seven stakeholder groups: senior business executives, institutional investors, government, media, NGOs, up-scale consumers, and employees, that found that 87% have heard of blogging and 52% have blogged themselves or visited a blog.

“Blogging in Japan has a higher profile and higher participation rates than most have assumed,” says Keizo Kumazawa, Deputy Managing Director, Edelman Japan.

“This reflects the modern fact that today’s consumers want to be active participants in two-way conversations with companies, not passive recipients of one-way advertising messages. This should have dramatic implications for marketing in Japan.”

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