Catch up on this and YOU'RE ALL SET for the year-end and new year! Recapping the 2023 Trends

Among the 2023 trends, one event, in particular, that will have a significant impact in the future is the emergence of generative AI, starting with "ChatGPT." ChatGPT is a service where AI provides answers to any question based on big data from the internet.
With ChatGPT, various aspects, such as automating customer support and bouncing off ideas, have made it possible to optimize work efficiency, changing the nature of human tasks. For marketers, there's also the unavoidable question of how to adapt traditional SEO measures in response to the establishment of this new search method of "asking AI."
You can learn more about ChatGPT and its user characteristics from the article below.

Generative AI in 2023 isn't just about ChatGPT. In response to its introduction, Google declared a "code red" emergency and released "Bard" in February of 2023 as a countermove. Additionally, Microsoft has leveraged the technology behind ChatGPT to renew "Bing" in February 2023, incorporating AI chat tools.

ChatGPT became a major talking point from the start of 2023, but how has its user base changed since then? As of October 2023, we re-investigated the latest trends of ChatGPT users.

Another significant change that occurred in 2023 was the rebranding of Twitter to X. Led by Elon Musk, the successive changes to the specifications of X (formerly Twitter) have pointed to the possibility of accelerated user departure.
In the article below, we promptly investigated alternative services that could serve as potential destinations for users leaving X.

Among the contenders for X's replacement, the service that especially garnered public attention was '*Threads*,' announced by Meta in July 2023. Threads secured an influx mainly from Instagram users and influencers, and became a hot topic as it surpassed 100 million downloads just five days after its launch.

Despite a strong start, 'Threads' saw a significant decrease in active users to about 20% of its peak within a month after the service launch. What has become of the 'Threads' users since then? Let's dive back in and examine the usage trends. For this analysis, we will use Values' web behavior log analysis tool 'Dockpit' that allows us to conduct competitor site analysis and trend research directly from our browsers with monthly updated behavior data.

When we look at the actual transition in the number of 'Threads' users, though there was a decline in users in August, a month after the service launch, the numbers have since recovered to above the level of July and seem to have stabilized now.

How is the frequency of usage?
When we observe the monthly average number of app launch days for 'Threads' users, there appears to be a gradual decrease since the initial period of the service.

'Threads,' which was initially used by innovators and early adopters in July, may have seen an increase in users recently with the entry of the majority demographic. Meanwhile, the decrease in monthly average app launch days suggests that the rise of light users has led to a lower average frequency of use.

The manga and anime series "Chiikawa" by illustrator Nagano has been steadily gaining fans. "Chiikawa," known for being "something small and cute," started serialization on platform X in 2020 and was published as a book in 2021.

While the characters in "Chiikawa" have adorable appearances, the content is not just fun; it also includes a slightly bittersweet and somewhat absurd aspect.

With a cute world yet somehow human touch, the style has caught the public's eye. In April 2022, short animation segments began broadcasting within the "Mezamashi TV" program, and now the series has exploded in popularity, leading to an endless stream of collaborations with various companies.

Studio Ghibli's latest film, "The Boy and the Heron?" was released in theaters on July 14, 2023. This film, the first from director Hayao Miyazaki in 10 years, became a topic of discussion due to its unconventional no-promotion strategy.

Prior information was limited to it being a Ghibli production and a single mysterious bird image. With no details revealed about the plot, characters, cast, or theme song until its release, the film had an unprecedented start. As of November 5, 2023, it has exceeded 8.5 billion yen in box office revenue, marking it as a significant hit even when compared to other films.

All films directed and scripted by Hayao Miyazaki since the 1993 release of "Princess Mononoke" have surpassed 10 billion yen in box office revenue. With the film still in theaters as of November, whether it can cross this 10 billion yen threshold continues to be of high interest.

A new sleep app called "Pokémon Sleep" has been released from the immensely popular Pokémon franchise. '*Pokémon Sleep*' is an innovative app that combines sleep measurement and recording with gaming. Since its release in late July 2023, the app has swiftly surpassed 10 million downloads worldwide within just a month.
There are several sleep apps available aiming to check and improve sleep quality. Amid these, 'Pokémon Sleep' stands out as it allows users to gather and nurture Pokémon based on the regularity and length of sleep, offering a greater incentive to enhance sleep quality and establishing itself as a sleep app that's most enjoyable while awake.

Let's also take a look at the latest usage trends. Starting with the number of users, there has been a steady decrease since peak usage in July when the service started.

On the other hand, looking at the trends for the average monthly number of app launches, this has been increasing every month since the service launch.

The decrease in users suggests that there is a certain number of people who downloaded the app but retreated after finding it unsuitable. Conversely, the increasing trend in average monthly app launches suggests that the user base may be narrowing down to highly frequent fans.
Just because 'Pokémon Sleep' is experiencing a user decline does not necessarily indicate a problem with the app itself; it seems to be an app well-suited for the right kind of user.

The Nintendo Switch software "Watermelon Game" also entered the 2023 trend list, propelled by numerous game streamers who broadcasted their gameplay. 'Watermelon Game' is a falling block puzzle game where players stack fruit in boxes.

While the game boasts simple controls, it also offers a depth that allows players to continuously aim for high scores depending on their technique. Priced at just 240 yen and with short play sessions, it's easy for anyone to pick up and play. As of October 2023, download numbers for the 'Watermelon Game' have surpassed 2 million.

With its eye-catching visuals and thrilling come-from-behind gameplay, 'Watermelon Game' is readily featured in videos, becoming widely discussed even outside main gaming channels. It has been picked up by leading YouTubers like "Hajime Syacho" and "Hikakin," as well as comedian YouTubers such as "Jinnai Tomonori" and "Kamaitachi," highlighting its status as a topic of interest not just in the gaming community.

Born in the mid-1990s to the early 2000s and referred to as digital natives, Generation Z is known for its adept use of social media and sensitivity to trends, often being the source of them. We introduce some topics that caught the attention of Generation Z in 2023.

The free site for personality assessment, '*16Personalities*,' has become trendy, especially among Generation Z. '16Personalities' measures traits on four dichotomous scales, such as introverted versus extroverted, and classifies personality types into 16 categories. Users answer 93 questions to understand which personality type they fall under, allowing them to see their personality objectively.

For Generation Z, main uses include “assisting in self-analysis during job hunting” and “as a reference when creating social media profiles”. Though there are many personality assessment tools available, currently, 16Personalities might be the one with the most momentum. It allows you to succinctly convey who you are with the type names provided by 16Personalities. The value of using the same personality assessment tool as everyone else may lie in its universal appeal.

A characteristic of Generation Z is their emphasis on '*time performance*,' or 'TyPa' for short. The culture of young people watching videos at increased speeds became a hot topic, and the term 'TyPa' was selected as one of the new words of the year in 2022.

In 2023, the concept of 'TyPa' has become even more ingrained, with its awareness extending beyond Generation Z and into various settings. Even in the business scene, partly due to the spread of remote work during the pandemic, the term 'TyPa' has been applied to unproductive meetings, paper documents, and long commutes, suggesting that it is becoming a common term used to denote poor time efficiency.