Recent survey reveals declining interest in manga among young Japanese generations
The iconic comic book medium, manga, has been a staple in Japanese culture since the end of World War II. However, a recent survey conducted by file-editing platform PDF Guru has revealed a decline in interest among younger generations.
Published on Japanese site PR Times in March, the results of the survey show a significant gap in manga readership between age groups. While about 70% of those in their 40s reported reading manga, the figure drops to only 40% for those in their 20s. The group in their 30s, raised in the era of the internet, is evenly split at 50%, marking a shift in the popularity of the medium.
Manga has been a popular form of entertainment in Japan for decades, with young people growing up following the adventures of characters like the robotic cat “Doraemon.” As they transition into adulthood, their interests may shift to more mature manga titles such as “Attack on Titan” or “Case Closed,” featuring the popular kid detective Conan.
However, with the rise of digital alternatives, manga’s enduring appeal in Japan is at a crossroads. “While those in their 40s and 50s uphold its legacy, younger generations are drifting, captivated by digital alternatives,” said Marta Synelnyk, Content Writer at PDF Guru.
The aim of the survey was to gain a better understanding of the publishing industry in Japan. It targeted a total of 2,000 individuals, with a balance of 901 men and 1,099 women.
Internationally, manga has also gained popularity, particularly in the United States with the launch of the English version of magazine Shonen Jump in 2002. The search frequency for the English term “manga” on Google in the US averages around 290,000 per month, making it the most searched country for the term.
However, in Japan, there appears to be a shift in priorities taking place. Synelnyk explained, “Early exposure is pivotal—57% of readers started in elementary school, cementing lifelong habits. Although more than 60% of respondents reported reading manga, only around 23% of respondents read manga regularly, a startling drop from its perceived ubiquity.”
The survey also revealed a diverse range of interests among manga readers. While about 56% of respondents favored action-adventure themes, roughly 42% preferred more mature, psychological or thriller content. Other genres such as romance, everyday life, fantasy, comedy, horror, and sports also registered notable interest, ranging from roughly 17% to 32%.
Gender also played a role in shaping preferences, with men favoring action-heavy themes (65%) and printed magazines (48%), while women preferred romance-focused titles (47%) and digital reading (40%).
When it comes to obtaining manga, physical bookstores (41%) and free manga apps or websites (40%) were the most popular sources. Lesser-used sources include manga rental shops (7%) and libraries (5%).
Digital channels were found to be the primary source for keeping up with manga industry trends, with about 40% of respondents using social media and 38% relying on industry websites and blogs.
Synelnyk concluded, “To thrive, manga must embrace digital formats and target elementary-aged readers, ensuring its cultural grip endures. Manga’s next chapter depends on recapturing Japan’s youth.”
Founded in 2023, PDF Guru is a popular online platform for managing and editing PDF files. With 25 million users and nearly 28 million files uploaded annually, the platform aims to provide a convenient solution for managing and editing PDF documents. For more information, visit https://pdfguru.com/.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.