Knowledge Equity Research – Japan

Methodology

Key Insights

• Overall, Wikipedia has relatively strong usage vs other info sources
• Wikipedia has a youth issue in Japan
• Wikipedia is a currently site for higher income Japanese
• LGBTQ+ community positive, though can feel under-represented
• Driving up engagement means more relevant and better quality & visual content

Usage and Awareness

• Awareness is weakest amongst the younger population and LGBTQ

• Almost half of the population have used Wikipedia in last six months, ahead of most other sources
• Usage is most likely among higher income individuals, younger males least likely to access
• Wikipedia may not have enough content on topics younger audiences prefer – video games & celebrities

Perception and Representation

• There are no real difference on perceptions of representation on Wikipedia vs. Japanese media overall
• Some feel there are too few articles relevant to low income and Burakumin ethnic group
• More positive perceptions among high income earners, less positive among low income & young women
• Wikipedia users want better quality articles and a more visual website

Editing

• High income earners & younger women most interested in editing Wikipedia
• Desire to share knowledge & feel part of something are biggest editing drivers
• A perceived lack of skills is the biggest barrier to editing