Google winning smartphone users in Japan

Nielsen reports +11M (28M -> 39M) internet users on Smartphone while -3.5M (57.2M -> 53.7M) internet users on PC for the last one year. Smartphone users increased especially in Auto +98% (14M), Photo +79% (20M), Gift +79% (16M), Education +60% (21M) Finance +44% (32M) by top category and 35y-49y female +64% (6.7M), 20y-34y female +30% (10M) by demographic.

In terms of internet services on smartphones, Google is #1 with 38M monthly users growing at 37% YoY followed by Yahoo!Japan with 36M monthly users growing at 41% YoY. The fastest growing service within the top 10 services were LINE and Amazon both growing at 58% YoY.

Inside Japan - Providing marketing data, market insights, research data for Japan market.

TV ads spend in Japan sees YoY growth in May

According to the monthly earnings announcement from Dentsu and ADK, TV ad spend was the only growing media within the 4 traditional media(newspaper, magazine, radio and TV). Both agencies also announced that digital media spend grew over 30% YoY in May.

• Dentsu/May earnings
• Newspaper: $69M (-11% YoY)
• Magazine: $21M (-10% YoY)
• Radio: $11M (-8% YoY)
• TV: $614M (+7% YoY)
• Digital: $53M (+36% YoY)
• OOH: $38M (+0.8% YoY)
• marketing/promotion: $113M (-9% YoY)

• ADK/May earnings
• Newspaper: $13M (-22% YoY)
• Magazine: $9M (-15% YoY)
• Radio: $2.4M (-3% YoY)
• TV: $114M (+5% YoY)
• Digital: $12M (+38% YoY)
• OOH: $4M (-49% YoY)
• marketing/promotion: $41M (-13% YoY)

*Using FX rate at $1=100 jpy

Inside Japan - Providing marketing data, market insights, research data for Japan market.

Smartphone ads market in Japan exceeding $2B USD in 2014

The smartphone ads market in Japan was $1.6B in 2013 growing at 93% year over year and will exceed $2B in 2014 and reaching $2.3B according to an estimation done by CyberZ - a subsidiary of CyberAgent - and the research firm SeedPlanning.

This number includes mobile search ads, display ads and affiliates. The breakdown in 2013 was;

• Search ads: $854M (68% YoY growth)
• Display ads: $652M (157% YoY growth)
• Affiliates: $146M (30% YoY growth)

*Using FX rate at $1=100 jpy

Details in CyberZ's press release in Japanese; Smartphone ads market in Japan exceeding $2B USD in 2014
Details in English

Inside Japan - Providing marketing data, market insights, research data for Japan market.

Time spent on Smartphones exceed TV within the teen's in Japan

The smartphone shift is really happening in Japan.

A recent research conducted by JustSystems on time spent on media shows that internet browsing through smartphone was the longest time spent within Japanese ages 15-19yo. The result shows that there is a significant difference between gender and within Japanese male, not only ages 15-19yo but also 25-29yo spends the most time on internet browsing through smartphones.

Interestingly, all ages of Japanese male showed longer time spent on internet browsing on PC than time spent on TV. On the other hand, Japanese female spends more time on TV comparing to Japanese male throughout all ages however female at ages 15-24yo spends more time than male on internet browsing through smartphones. Female at ages 20-24yo also spends more time on internet browsing through smartphones than time spent on TV.

Details in this Japanese article; Time spent on Smartphones exceed TV within the teen's in Japan(article by Business Media/research by JustSystems)

Inside Japan - Providing marketing data, market insights, research data for Japan market.