Everything you need to know about mobile, internet, social media, and e-commerce use in Japan in 2011. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com

1. JAPAN
SOCIAL, DIGITAL
AND MOBILE IN
DECEMBER 2011
we are social

2. we are social
JAPAN
24,700,000
127,280,000
MOBILE SUBSCRIBERS
99,182,000
INTERNET USERS
127,720,000
TOTAL POPULATION
INTERNET PENETRATION
MOBILE PENETRATION
78 %
100 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
19 %
URBAN
86%
RURAL
14%
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

3. we are social
THREE QUARTERS
OF JAPAN’S POPULATION USES THE INTERNET
MORE THAN
SOURCE: BASED ON FIGURES FROM INTERNET WORLD STATS

4. we are social
25%
OF JAPANESE BUSINESSES
HAVE THEIR OWN WEBSITE
HOWEVER, ONLY
SOURCE: WALL STREET JOURNAL

5. we are social
17 HOURS
ON THE INTERNET EACH MONTH
THE AVERAGE JAPANESE
WEB USER SPENDS ABOUT
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

6. we are social
29.3%
PERCENTAGE OF JAPANESE
INTERNET USAGE ORIGINATING
FROM MOBILE DEVICES:
PERCENTAGE OF JAPANESE
INTERNET USAGE ORIGINATING
FROM PCS:
27.3%
VS
SOURCE: IMPRESS R&D, AS CITED IN CLICKZ.ASIA, AUGUST 2011

7. we are social
98,680,000
NUMBER OF MOBILE INTERNET
SUBSCRIBERS IN JAPAN:
SOURCE: JAPAN STATISTICS BUREAU, AS CITED IN MOBITHINKING

8. we are social
THE NUMBER OF PEOPLE WITH
MOBILE INTERNET IN JAPAN
IS GREATER THAN THE TOTAL
POPULATION OF GERMANY
SOURCE: BASED ON FIGURES FROM JAPAN STATISTICS BUREAU AND UN DATA
(! )!

9. we are social
PERCENTAGE OF THE POPULATION REGULARLY
USING A MOBILE BROWSER OR MOBILE APP:
SOURCE: COMSCORE, AS CITED BY MOBITHINKING
VS
JAPAN
77%
USA
47%

10. we are social
160
ONLINE VIDEOS EVERY MONTH
THE AVERAGE JAPANESE WEB
USER WATCHES ALMOST
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

11. we are social
TOP SOCIAL NETWORKS IN JAPAN BY USER NUMBERS:
SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER
FACEBOOKTWITTER
5.2 M
MIXI
24.7 M
17.6 M

12. we are social
GENDER SPLITS ON JAPAN’S TOP SOCIAL NETWORKS
SOURCE: SITE-REPORTED METRICS. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USER STATISTICS MAY DIFFER
TWITTERMIXI FACEBOOK
52%
48%
43%
57%
43%
57%

13. we are social
THE 3 MOST POPULAR
MOBILE SITES IN JAPAN ARE
ALL SOCIAL MEDIA SITES
SOURCE: MOBITHINKING

14. we are social
25 BILLION
MIXI PAGE VIEWS THROUGH
MOBILE EACH MONTH:
SOURCE: SITE-REPORTED FIGURES

15. we are social
25%
PROPORTION OF WORLDWIDE TWEETS
EMANATING FROM JAPAN IN APRIL 2011:
SOURCE: READ WRITE WEB

16. we are social
6%
OF ALL TWEETS IN JAPANESE
JAPANESE IS TWITTER’S SECOND
MOST POPULAR LANGUAGE, WITH
SOURCE: MARKETING GUM

17. we are social
18-24:
23%
13-17:
5%
25-34:
35%
35--44:
23%
45-54:
10%
65+:
1%55-64:
3%
MALE:
57%
FEMALE:
43%
SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
FACEBOOK DEMOGRAPHICS IN JAPAN

18. SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011we are social
# BRAND PAGE LIKES GROWTH
1 SATISFACTION GUARANTEED 706,438 13.20%
2 BAD LAND 483,414 26.42%
3 MIYAMATSU_NET 458,345 38.09%
4 CRYSTAL BALL JAPAN 447,246 31.33%
5 UNIQLO 393,340 23.03%
6
STARBUCKS
372,187 32.69%
7 ANA.JAPAN 292,131 27.68%
8 AU BY KDDI 273,945 30.71%
9 MUJI 267,523 3.12%
10 RAKUTEN, INC. 225,129 27.16%
TOP FACEBOOK PAGES IN JAPAN

19. we are social
490,000
NUMBER OF LINKEDIN USERS IN JAPAN:
SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

20. we are social
81%
OF JAPANESE WEB USERS
VISIT BLOGS EACH MONTH
SOURCE: COMSCORE

21. we are social
73,500,000
AUDIENCE FOR BLOGS IN JAPAN
SOURCE: COMSCORE

22. we are social
63 MINUTES
ON BLOGS EACH MONTH
THE AVERAGE JAPANESE
WEB USER SPENDS ABOUT
SOURCE: COMSCORE

23. we are social
½ MILLION YEARS
READING BLOGS EVERY MONTH
ADDED TOGETHER, JAPANESE PEOPLE SPEND
SOURCE: BASED ON COMSCORE DATA

24. we are social
1,000,000
BLOG POSTS EACH MONTH
THE JAPANESE ARE THE MOST ENTHUSIASTIC
BLOGGERS ON EARTH, MAKING MORE THAN
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

25. we are social
7,000,000
JAPANESE INTERNET USERS
HAVE THEIR OWN BLOG
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

26. we are social
$US$ 250 BILLION
TO THE JAPANESE ECONOMY IN 2011
THE INTERNET INDUSTRY
WILL CONTRIBUTE MORE THAN
SOURCE: NOMURA RESEARCH INSTITUTE, AS CITED IN THE WALL STREET JOURNAL

27. we are social
US$ 86,179,000,000
ANNUAL VALUE OF JAPANESE CONSUMER E-COMMERCE:
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

28. we are social
US$ 869
PER INTERNET USER, PER YEAR
THAT EQUATES TO AROUND
SOURCE: BASED ON DATA FROM ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

29. we are social
US$ 1,106,000,000
ANNUAL VALUE OF DIGITAL MUSIC SALES IN JAPAN
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

30. we are social
37%OF JAPAN’S INTERNET
USERS PLAY ONLINE GAMES
SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

31. we are social
30 MILLION
REIGSTERED USERS OF MOBAGE
(JAPAN’S LARGEST SOCIAL GAMING PLATFORM)
SOURCE: SITE-REPORTED FIGURES

32. we are social
US$ 2,600,000,000
SIZE OF JAPANESE SOCIAL GAMING MARKET IN 2011:
SOURCE: SERKANTOTO

33. we are social
THAT’S MORE
THAN THE GDP
OF GUYANA
SOURCE: BASED ON DATA FROM SERKANTOTO AND UN DATA, JUNE 2011
(! )!

34. we are social
$4 TIMES
GREATER THAN FACEBOOK’S
GLOBAL VIRTUAL CURRENCY REVENUES
VIRTUAL CURRENCY REVENUES
ON JAPAN’S TOP SOCIAL GAMING
PLATFORMS WILL BE MORE THAN
SOURCE: CLICKZASIA

35. we are social
99%
OF PEOPLE IN JAPAN OWN
A 3G-ENABLED PHONE
SOURCE: MOBITHINKING

36. we are social
81%
OF JAPANESE MOBILE
SUBSCRIPTIONS INCLUDE MOBILE WEB
SOURCE: MOBITHNINKING

37. we are social
ALMOST ALL PHONES IN JAPAN ALLOW USERS TO:
SOURCE: MOBITHINKING
WATCH MOBILE TV AND VIDEO
SEND AND RECEIVE EMAILS
PAY FOR PUBLIC TRANSPORT
BUY PRODUCTS VIA TAP-AND-GO
ACCESS THE INTERNET

38. we are social
63%
OF JAPANESE MOBILE SUBSCRIBERS
TAKE PHOTOS WITH THEIR PHONES
SOURCE: WIKIPEDIA

40. This report has been compiled by We
Are Social Ltd (“We Are Social”) for
informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and
private companies, market research
firms, government agencies, NGOs,
and private individuals. While We Are
Social strives to ensure that all data
and charts contained in this report are,
as at the time of publishing, accurate
and up-to-date, We Are Social shall
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