データとフィールドワークが明かす、「LINEトーク」のユーザーインサイト / Unveiling "LINE Talk" User Insights through Data and Fieldwork

データサイエンティスト、UXリサーチャー、プロダクトマネージャーが協力し、LINEトークを利用する台湾とタイのユーザーのコミュニケーション実態を、定性・定量調査とフィールドワークを通じて解明する取り組みをご紹介します。

Transcript

1. Unveiling "LINE Talk" User Insights through Data and Fieldwork LY Corporation Maya Fujiwara Yui Hirota Asuka Miyake
2. About us LINE Talk product team Maya Fujiwara Product manager Yui Hirota UX Researcher Asuka Miyake Data Scientist
3. - Widely used globally, especially popular in Japan, Thailand and Taiwan - Main product team is located in Japan LINE talk is the messaging feature within LINE app About ʻLINE Talkʼ
4. - About us - Our issue - Our study Step1. Data analysis Step2. User survey Step3. Field work - Summary Agenda
5. About issue
6. About issue We track many KPIs on a daily basis.
7. About issue We cannot tell whatʼs happening in the data outside Japan.
8. About issue To understand the reality of user communication, we attempted to uncover insights through qualitative and quantitative research, as well as fieldwork.
9. Study steps Step1 Data analysis Step2 Survey Step3 Fieldwork
10. Study steps Step1 Data analysis Step2 Survey Step3 Fieldwork
11. Study steps Step1 Data analysis Step2 Survey Step3 Fieldwork
12. Study steps Step1 Data analysis Step2 Survey Step3 Fieldwork
13. Step 1. Data analysis
14. Study steps Step1 Data analysis Step2 Survey Step3 Fieldwork
15. Used Data Period: 2024/01 ‒ 12 Region: JP, TW, TH Users: • Users who sent messages at least once • Users who agreed to use communication information Metrics Message send per User • by Message Type: TEXT, STICKER, IMAGE, AUDIO, VIDEO, … • by Estimated Age Range: 10s, 20s, …,60s, 70s- Method • Aggregate time series of the number of messages sent • Analyze characteristics of communication pairs Methods of Data Analysis
16. The number of messages sent per user is highest in TW, followed by TH and JP 2024/1 2024/2 2024/3 2024/4 2024/5 2024/6 2024/7 2024/8 2024/9 2024/10 2024/11 2024/12 ーTW ーTH ー JP Mean Monthly Message Send per User
17. JP TW TH *Top 3 in Message Type *2024/9 In TW, the number of messages sent is higher than in JP and TH for TEXT, STICKER and IMAGE ▪ TEXT ▪ STICKER ▪ IMAGE Mean Monthly Message Send per User by Message Type
18. In TW and TH, the number of IMAGE sent is second highest after TEXT *Top 3 in Message Type *2024/9 Mean Monthly Message Send per User by Message Type JP TW TH ▪ TEXT ▪ STICKER ▪ IMAGE
19. JP TW TH 10s → 70s- In TW and TH, the number of TEXT sent is higher among 20s and 30s users 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- Mean Monthly Message Send per User by Message Type, Estimated Age Range *Top 3 in Message Type *2024/9 ▪ TEXT ▪ STICKER ▪ IMAGE
20. In TW and TH, the number of IMAGE sent is particularly high in the elderly group *Top 3 in Message Type *2024/9 Mean Monthly Message Send per User by Message Type, Estimated Age Range JP TW TH 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- 10s → 70s- ▪ TEXT ▪ STICKER ▪ IMAGE
21. 0% 20% 40% 60% 80% 100% TH TW JP In TW, 60s users send IMAGE to users in the same elderly age group at a higher rate than in JP, TH 10s 10s 10s 20s 30s 40s 50s 60s 70s- 20s 30s 40s 50s 60s 70s- 20s 30s 40s 50s 60s 70s- To Whom Are the 60s Users Sending IMAGEs? *2024/9
22. Message Send Count • The number of messages sent per user is highest in TW, followed by TH and JP • In TW and TH, the number of TEXT sent is higher among 20s and 30s users IMAGE Send Count • In TW and TH, the number of IMAGE sent is second highest after TEXT • The number of IMAGE sent is particularly high in the elderly group Communication Pair • In TW, 60s users send IMAGE to users in the same elderly age group at a higher rate than in JP, TH • Why are so many IMAGE sent among elderly users? Step 1. Data analysis result
23. Step 2. Survey
24. Study steps Step 1 Data analysis Step 2 Survey Step 3 Fieldwork
25. Conduct a online survey to check the usage status of LINE among users in JP, TH, and TW. How often do you send messages on LINE? In what scenarios do you use LINE? What features of LINE have you used? Who do you exchange messages with on LINE? ・Survey date：2024.11 ・Target：LINE users aged 15-59 Methods of survey
26. In TW and TH, many people chat with work associates on LINE. 0% 50% Family Lover Close friends Work associates JP 0% 50% Family Lover Close friends Work associates TW 0% 50% Family Lover Close friends Work associates TH *Online survey result_202411 Who to send messages to on LINE
27. Scenarios in which you send messages on LINE JP TW TH 1. Contacting individuals when there is a need/urgent matter Contacting individuals when there is a need/urgent matter Business-related contact 2. Arrange dates to meet/hang out Contacting multiple people when there is a need/urgent matter Private contact with coworkers 3. Invitation to go out for fun/dinner Calling individuals for urgent matters Contacting multiple people when there is a need/urgent matter 4. Contacting multiple people when there is a need/urgent matter Invitation to go out for fun/dinner Contacting individuals when there is a need/urgent matter 5. Casual chat with a personal contact Arrange dates to meet/hang out Sharing location information when meeting up 6. Celebrate a birthday Casual chat with a personal contact Arrange dates to meet/hang out 7. Share your current status / Check the status of others Private contact with coworkers Calling individuals for urgent matters *Online survey result_202411 In TW and TH, LINE is widely used among work associates.
28. Data analysis × Survey The reason why TW and TH have a high message send count is because LINE is widely used for work.
29. TW and TH users have a high awareness and usage rate of chat- related functions 0% 50% Group call Album Keep memo Note Location Poll Awareness JP TW TH 0% 50% Group call Album Keep memo Note Location Poll Usage experience JP TW TH *Online survey result_202411
30. Percentage of users sharing photos 0% 50% 15-19 20-24 25-29 30s 40s 50s JP to Family to Friends 0% 50% 15-19 20-24 25-29 30s 40s 50s TW to Family to Friends 0% 50% 15-19 20-24 25-29 30s 40s 50s TH to Family to Friends *Online survey result_202411
31. Data analysis × Survey The reason for the exceptionally high number of image submissions by people over 50 is unclear... ？ ？
32. Use cases In TW and TH, LINE is widely used among work associates. Feature usage TW and TH users have a high awareness and usage rate of chat- related functions. Actual usage Why are there so many photo submissions from TW and TH users in their 50s or older? Step 2. Survey result
33. Step 3. Fieldwork
34. Study steps Step 1 Data analysis Step 2 Survey Step 3 Fieldwork
35. We visited TW in December 2024 to gain a deeper understanding of TW users' LINE usage. @University @Smartphone Class @Shop @Commuter train Methods of fieldwork
36. We gained a deeper understanding of how TW users actually use LINE. Send photos Send stickers
37. Data analysis In Taiwan, 20s send the most stickers
38. How 20s use stickers? My favorite feature in LINE app is the stickers! I enjoy making my own bento lunches and sending them to my friends. Sticker Arranging
39. Data analysis × Survey The reason for the exceptionally high number of image submissions by people over 50 is unclear... ？ ？
40. Interviewed 60-80s users about their LINE usage. @Smartphone Class Now we finally understand why so many photos are being sent by seniors!
41. What kind of photos do seniors send? Good morning LINE I have a habit of editing my own photo and sending a "good morning" message to let people know I'm doing well.
42. Data analysis × Fieldwork The reason why there are so many photo submissions from people over 50 is "Good morning LINE"
43. Summary
44. Our key findings
45. Use case differences Our key findings - In Japan, Thailand, and Taiwan, LINE is used differently due to cultural variations. Notably, the acceptance of using LINE for work and colleague interactions varies, as does the awareness and use of its features.
46. Unique regional LINE culture ⎯ In Taiwan, for example, the active senior demographic has created a unique communication culture with "Good Morning LINE," where they play an influencer-like role. Use case differences Our key findings - In Japan, Thailand, and Taiwan, LINE is used differently due to cultural variations. Notably, the acceptance of using LINE for work and colleague interactions varies, as does the awareness and use of its features.
47. How we put the findings into projects
48. Update Criteria for priority How we put the findings into projects ⎯ Focus on addressing as many user needs as possible, such as adding aspects that cater to business use in Thailand and senior users in Taiwan.
49. Update on Initiative Backlog ⎯ Add solutions to user needs identified through fieldwork and include them in priority discussions. Update Criteria for priority How we put the findings into projects ⎯ Focus on addressing as many user needs as possible, such as adding aspects that cater to business use in Thailand and senior users in Taiwan.
50. Reflection
51. Reflection Meeting users gave the product team a real sense of delivering to them, which boosted my motivation.
52. Reflection Meeting users gave the product team a real sense of delivering to them, which boosted my motivation. There is value in involving stakeholders other than researchers in conducting research.
53. Reflection The importance for analysts to understand user feedback and usage scenarios. Meeting users gave the product team a real sense of delivering to them, which boosted my motivation. There is value in involving stakeholders other than researchers in conducting research.
54. Thank you