SNS App Usage Time Increases Across All Age Groups, About 90% of People in Their 20s are Heavy Users

フラー株式会社 (Fuller, Inc.) (Headquarters: Niigata City, Niigata Prefecture, President and CEO: Masashi Yamazaki, hereinafter "Fuller") has released a free report titled "SNS App Generational Usage Trends Report 2026," which analyzes usage trends by age group in the SNS app market, based on data accumulated by its app market analysis service "App Ape."

This report analyzes the transition of total SNS app usage time, usage frequency, number of apps used, and usage trends by time of day, in addition to usage status by age and gender, and usage frequency for major SNS apps.

As a result of the analysis, it was found that SNS app usage time has been increasing at a pace exceeding that of smartphones overall since the latter half of 2025. Furthermore, usage time increased year-on-year for all age groups and genders, with 87.7% of people in their 20s being heavy users (using the app 21 or more days a month), indicating differences in usage styles depending on the age group.

The report introduces the latest trends in the SNS app market through usage trends by age group and app.

▼ Click here to download the "SNS App Generational Usage Trends Report 2026"

https://ja.appa.pe/reports/generational-sns-appmarketreport-2026

Survey Overview

Survey Method

Survey conducted by "App Ape," an app market analysis service provided by Fuller. Sample data collected from approximately 400,000 Android devices in Japan was extracted and analyzed after meeting certain conditions.

Target Apps

Apps that meet all of the following conditions are defined as "SNS Apps."

- Apps belonging to one of the Google Play app categories: "Social Networking," "News & Magazines," or "Video Players & Editors."

- Android apps with a MAU (Monthly Active Users) of 200,000 or more as of May 2026.

- Apps whose primary purpose is public communication as an SNS, such as information dissemination and content viewing, and which the editorial department has determined to be in line with the purpose of this survey.

* Messenger-only apps and third-party tools/client apps that support SNS functions are excluded from the survey.

Survey Period

January 2025 - May 2026

Introducing a Part of the "SNS App Generational Usage Trends Report 2026"

1 SNS App Usage Time is Increasing at a Pace Exceeding Smartphones Overall

Until around July 2025, the average monthly usage time per SNS app user showed a trend similar to the overall smartphone usage time. However, from August of the same year, the gap widened, and SNS app usage time has been continuously increasing.

2 Usage Time Increased for All Age Groups and Genders; Over 30% Increase for Both Men and Women in Their 60s and Older

Comparing SNS app usage time in May 2026 with the same month of the previous year, an increase was observed for all age groups and genders. The increase in usage time tended to be larger for older age groups, with men in their 60s and older showing a 36.7% increase and women showing a 30.0% increase. Usage in their teens also surpassed the previous year for both men and women, confirming an increase in SNS usage time across all age groups.

3 87.7% of People in Their 20s are Heavy Users; Usage Frequency Decreases with Age

An analysis of usage frequency for users who used SNS apps in May 2026 revealed that the proportion of heavy users (using 21 or more days a month) was the highest in all age groups. Specifically, 87.7% of people in their 20s were heavy users, the highest proportion across all age groups. On the other hand, the proportion of heavy users decreased with age, standing at 55.2% for those in their 60s and older.

▼ Click here to download the report

https://ja.appa.pe/reports/generational-sns-appmarketreport-2026

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About App Ape

App Ape, provided by Fuller, is an app market analysis service that offers data on smartphone app user trends based on actual usage data.

Positioned as the smartphone equivalent of TV ratings, it provides data on "when, by whom, and how much" apps are used.

In addition to app user trend data, it offers cross-sectional data including app store information and user attribute information, making it widely usable for app planning and marketing, including market and competitor research.

It is utilized by various business professionals involved with apps, such as app development companies, advertising agencies, and financial institutions, and has been used by over 500 companies to date.

App Ape Official Website

https://ja.appa.pe/

About Fuller

Fuller, with its mission "Bringing Digital Close to People, for Everyone," is actively developing its "Digital Partner Business," which provides support related to digital technologies such as apps and websites across all of Fuller's professional domains.

As a "reliable partner in the entire digital domain," Fuller works alongside clients from strategy development for new and existing businesses to product development and growth, contributing to problem-solving and business growth.

With a dual headquarters system in Kashiwa-no-ha and Niigata, the company aims for mid-to-long-term growth by maximizing the unique strengths of each region.

Reference: Fuller Official Website & Digital Partner Business

https://www.fuller-inc.com/business

Company Name: Fuller, Inc.

Locations:

[Kashiwa-no-ha Headquarters] 178-4 Wakashiba, Kashiwa-shi, Chiba Prefecture, Kashiwa-no-ha Campus 148-2, KOIL

[Niigata Headquarters] 1-2-1 Sasaguchi, Chuo-ku, Niigata City, Niigata Prefecture, PLAKA2 NINNO

Representative: Masashi Yamazaki, President and CEO

Date Established: November 15, 2011

Business Activities: Digital Partner Business

Stock Exchange Listing: Tokyo Stock Exchange Growth Market (Securities Code: 387A)

URL: https://www.fuller-inc.com/

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Inquiries regarding this matter: Public Relations Representative, Hikage [email protected]