digital (internet, social, mobile) japan statistics overview

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DIGITAL JAPAN - Japan's digital marketing trends - © Cream DIGITAL JAPAN PIERRE GAULIS - Director @ Cream 01 < <

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Page 1: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

DIGITAL JAPANPIERRE GAULIS - Director @ Cream

01

< <

Page 2: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

Penetrationin APAC

35% Global Average

79% JAPAN

INTERNET

32% APAC Average

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Page 3: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

1.22B APAC Total

101M JAPAN

INTERNET

Users in APAC

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Page 4: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

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969,140,200 Active social media users in APAC accessing social media on any device

943,266,600 Active social media users in APAC accessing social media on mobile devices

Social Media Users by Device

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APAC

Page 5: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream07

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Social Penetration by Device

Active social media users accessing social media on any device as a percentage of the total population

Active social media users accessing social media on mobile as a percentage of the total population

Active mobile social media users as a percentage of total active social media users

O

25%

24,3%

97,3%

Page 6: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

JAPAN: SNAPSHOT< <

TOTAL POPULATION 127,253,075

ACTIVE FACEBOOK USERS 23,000,000

INTERNET USERS 138,362,823

ACTIVE MOBILE SUBSCRIPTIONS 138,362,823

79% Internet penetration

109% Mobile Subscription Penetration

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Page 7: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

< <What makes mobile marketing different

in Japan compared to abroad?

175 percent of Japanese mobile

data users are on flat-rate plans

User experience is great even for data-intensive

sites and applications

Limited number of free wi-fi spots3

5 Smartphones just over 50% of total number of devices.

09

2Tablets (iPads) widely used with 3G/4G4

Page 8: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

0

17.5

35

52.5

70

Line Twitter Facebook

23

39

66

Users in Millions

< <

tF

Japan social media use

11

L

Page 9: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

< <

Who are the key players ?

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Mobile  network  operatorsNTT  DoCoMo,  au  KDDI  and  So0Bank

Crea1ve  agenciesDentsu,  Hakuhodo,  ADK  and  many  other  smaller  players.

Mobile  media  sales

Carriers  and  ad  agencies.  D2  CommunicaCons  and  Mediba.  Digital  AdverCsing  ConsorCum  (DAC)  and  CA  Mobile

Mobile  ad  networks

Yahoo!  Japan,  Google,    adways  and  Pocket

Industry  associa1ons:

Mobile  MarkeCng  SoluCon  AssociaCon  (MMSA),  the  

Mobile  Content  Forum  (MCF)  and  the  Japan  Internet  

AdverCsing  AssociaCon  (JIAA)

1

325

4

Page 10: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

Japan

Urban China

United States

Hong Kong

Europe

Urban India

0% 1,250% 2,500% 3,750% 5,000%

8%

12%

16%

22%

43%

47%

Percentage of mobile subscribers accessing mobile Web at least monthly

< <Mobile Web access ranking

1

15

Japan 47%The percentage of people regularly accessing the mobile Web in Japan and urban China is more than double the US according to surveys by Forrester

Page 11: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

2010

2011

2012

2013

2014

2015

2016

0 3.25 6.5 9.75 13

$12.55

$11.92

$11.25

$10.46

$9.60

$8.53

$7.90

Ad spending in billion U.S dollarsOnline advertising spending in Japan from 2010 to 2016This statistic contains data on the online advertising expenditure in Japan from 2010 to 2012 with forecast until 2016. The source predicts online ad spending in Japan to reach 11.92 billion U.S. dollars in 2015.

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spending in JapanOnline advertising

< <

Page 12: Digital (Internet, Social, Mobile) Japan Statistics Overview

DIGITAL JAPAN - Japan's digital marketing trends - © Cream

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Thank you! Contact information:Pierre GaulisDirector & co-founderCream

Koyano Building 402 Aobadai 2-20-3 Meguro-ku, Tokyo

[email protected]

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