110617

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110617

  1. 1. 2011/06/17Traditional media and social media in Japan<br />Junichi Yagura<br />
  2. 2. 2<br />Table of contents<br />How is JPN media doing?<br />How is JPN media different from other markets?<br />More details on social/online media in JP<br />
  3. 3. 3<br />How is JPN media doing overall? <br />
  4. 4. 4<br />TV<br />Radio<br />Np<br />Mag<br />Internet (from PC)<br />Internet (from Mobile)<br />Media use (avg. hours per day)<br />Total hours increased from prev. year.<br />
  5. 5. 5<br />vs prev. year<br />Ad spend<br />Ad spending (yearly total)<br />(JPY100 million)<br />Ad value of media dropping after financial crisis in 09<br />
  6. 6. 6<br />Ad spending (yearly total)<br />All but internet dropping, with GDP<br />
  7. 7. 7<br />Traditional media still reach wide audiences but ad value decreasing<br />ROI important than ever. Metrics and analytics are essential.<br />Everything going digital<br />
  8. 8. 8<br />Japanese people are unique.<br />REALLY?<br />
  9. 9. 9<br />Preferred format - Newspaper<br />Mobile phone<br />PC<br />US<br />E-Book reader<br />UK<br />Germany<br />Japan<br />Smartphone<br />MP3 Player<br />Print<br />Even newspapers, we want to read it on our mobile.<br />
  10. 10. 10<br />Preferred format - Newspaper & Magazine<br />Newspaper<br />US<br />UK<br />Germany<br />Japan<br />PC<br />Mobile<br />E-Book reader<br />MP3 Player<br />Smartphone<br />Print<br />Magazine<br />US<br />UK<br />Germany<br />Japan<br />PC<br />Mobile<br />E-Book reader<br />MP3 Player<br />Smartphone<br />Print<br />Magazines in digital format preferred<br />
  11. 11. 11<br />Most impactful media for advertising<br />Internet<br />TV<br />Smartphone<br />Game<br />DVD/Blu-ray<br />OHM<br />Movie<br />Radio<br />Newspaper<br />Magazine<br />Internet perceived highly influential.Newspaper and magazines not so<br />
  12. 12. 12<br />Summary: <br />Not surprisingly, JPN people love digital.<br />
  13. 13. 13<br />Examples of JPN media going digital: <br />
  14. 14. 14<br />Newspaper<br />
  15. 15. 15<br />Newspaper readership (yearly total)<br />Sports<br />General daily<br />Newspaper’s decline starts to sharpen<br />
  16. 16. 16<br />Newspaper ad spending (yearly total)<br />Sharpest decline of all types of media<br />
  17. 17. 17<br />Newspaper in digital<br />Nikkei Shimbun launched its “web” edition.<br />Asahi Shimbun launched on iPad and iPhone<br />Many big players finally shifting towards digital<br />
  18. 18. 18<br />Social (online) media in JP<br />
  19. 19. 19<br />Internet and mobile in Japan<br />Population <br />120 million<br />Internet penetrationrate <br />78.0%<br />94 million <br />(mobile 80 mil vs PC 85 mil)<br />Number of InternetUsers<br />Mobile phone <br />penetration rate<br />89.3%<br />Number of mobile <br />phone owners<br />113million<br />Source :World Bank(2010)、MIC(2010) 、CNNIC(2010) <br />
  20. 20. 20<br />21 million users<br />20 million users<br />SNS<br />21 million users<br /> 4 million users<br />11 million users<br />BBS<br />29 million users<br />Video Sharing<br />19 million users<br />10 million users<br />Blog/Micro Blog<br />
  21. 21. 21<br />Mobage<br />
  22. 22. 22<br />(1,000 users)<br />Users(PC only)<br />(1,000 pv)<br />Page views <br />
  23. 23. 23<br />Men<br />Women<br />Sex<br />10s<br />20s<br />30s<br />40s<br />50s<br />Age groups<br />
  24. 24. 24<br />When approaching social media in Japan<br />Use contents that are cross-device<br />Be mindful of identity issue<br />Select local networks in short and Facebook in mid-term<br />

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