More than 80% (or 59 million) of the entire online population in Japan visited a blog site in June 2011, as the number of visitors to the category rose 7% from the previous year, according to comScore Japan KK. FC2 inc. led as the top blog destination with an audience of more than 46.7 million, followed by Livedoor - Blog and Ameblo.jp. 

Blogs play a central role in Japan's internet culture, according to Daizo Nishitani, President of comScore Japan KK. Blogging has historically been a popular internet activity, as the opportunity to interact anonymously appealed to many online users. Beyond the wide reach of the blog category in Japan, visitors are also highly engaged on these sites - spending more time on blogs per month than any other country globally.

Global analysis of the Blog category revealed that Japan led all markets in blog engagement, with the average visitor in Japan spending more than an hour (62.6 minutes) visiting blogs in June. South Korea ranked second with an average of 49.6 minutes on blog sites, followed by Poland at 47.7 minutes. 
Japan was also among the top markets for Blog category penetration with 80.5% of its online population visiting blogs in June. Taiwan ranked highest globally with 85.5% of its online population visiting blogs, followed by Brazil (85.2% reach), South Korea (84.9% reach) and Turkey (81.9% reach). (comScore, August 2011)