Update Jan 2019: an updated version of this article with the latest data points is here “key facts about Japan digital landscape Jan 2019”
Due to popular demand, I am updating some key facts about Japan Digital Landscape in 2017. You could refer to a few other older posts about Japan at the bottom of this post.
1.Japan will be amongst the top 6 countries globally in terms of internet users in 2018
2.With more than 26M people above 65 years old, Japan has a sizable number of senior internet users (>8M) compared to other countries. Internet usage for age group between 20-49 is nearly 100%.
3.Adults in Japan spend roughly equal amount of time on mobile phone/personal computer vs TV in 2017. This trend will continue in the next few years
4.Line is the most popular smartphone app in Japan in 2016 based on monthly average unique users
Twitter and Yahoo Japan have the highest percentage increase vs 2015.
Twitter is as popular as Facebook and both are far behind Line when it comes to social networks/messaging in Japan.
5.Yahoo Japan is exceptionally strong (avg. 34M monthly unique visitors) when it comes to popular web property
6. Rakuten still leads the market in both awareness and usage for ecommerce sites
7.Digital ad spend accelerated, while out -of-home and TV are expected to maintain well. Digital ad spend is expected to overtake TV by 2020
8. Mobile ad spend is on schedule to command 72% of of the total digital ad spend by 2020
9. Japan digital ad spending per internet user ($98.25) is at 11st in the world in 2017. This means that internet advertising in Japan is not as competitive as AU, US, UK and other countries.
10. JP ecommerce is the second largest in APAC (behind China) but the growth rate is quite slow against other countries
Thanks and that is all for now. If you are keen to look at previous reports about JP, below are some useful links:
P.S: in another unrelated topic, I recently published a book about team management on Amazon so feel free to check it out.