Understanding Wikimedia audiences in Japan to achieve knowledge equity
Methodology
- 15 minute online survey
- Fieldwork dates: 17th-23th June 2022
- Age 18+
- 1,583 respondents
- Sampled to be representative of the Japanese online population on age, gender
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


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