digital (internet, social, mobile) japan statistics overview
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DIGITAL JAPAN - Japan's digital marketing trends - © Cream
DIGITAL JAPANPIERRE GAULIS - Director @ Cream
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DIGITAL JAPAN - Japan's digital marketing trends - © Cream
Penetrationin APAC
35% Global Average
79% JAPAN
INTERNET
32% APAC Average
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DIGITAL JAPAN - Japan's digital marketing trends - © Cream
1.22B APAC Total
101M JAPAN
INTERNET
Users in APAC
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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
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%
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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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.
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2Tablets (iPads) widely used with 3G/4G4
DIGITAL JAPAN - Japan's digital marketing trends - © Cream
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17.5
35
52.5
70
Line Twitter Facebook
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39
66
Users in Millions
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tF
Japan social media use
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DIGITAL JAPAN - Japan's digital marketing trends - © Cream
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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)
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325
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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
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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
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
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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
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