Social Mobile In Japan


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The research is not my own, however the conclusions drawn are. PowerPoint presentation on Social Mobile in Japan 2009-2010.

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Social Mobile In Japan

  1. 1. Image source:<br />Social Mobile in Japan<br />
  2. 2. Breakdown of Mobile usage in Japan<br />In 2008, about 62m users accessed the Internet from both PC and mobile phone.<br />82.6% of mobile phone users browsed mobile Internet from their phones in 2008.<br />In 2009, this number increased to 84.3%.<br />Image:<br />
  3. 3. Mobile Social Networking in Japan<br />The big three social networks in Japan:<br />Mobage Townis a game-centric social network with a focus on delivering a fun and entertaining experience.<br />Mixi is focusing on creating the value of communication among real life friends through social apps and games.<br />Gree is a virtual online community where users can socialize with each other through avatars, play games and earn or buy virtual goods.<br />From 4,000 Japanese respondents, 75.4% said they only accessed social networking sites from their mobile phone (and not from their PC).<br />All 3 social networks placed in top 5 search terms on mobile in 2009. 40 % of users use mobile search everyday.<br />Source:<br />Source:<br />
  4. 4. Main SNS features used on mobile phone<br />When logged in from a mobile phone, almost 60% of users play games...<br />Why Gaming over Conversation?<br />“Much of this has to be due to cultural differences and how it&apos;s not socially acceptable to openly vent, or publicly comment on true feelings especially if there is a mixture of different social levels” – Comment by ckawa- LINK<br />Image:<br />
  5. 5. Brand positioning of big three in Japan<br />Availability of games and entertainment content is pivotal for success of SNS in Japan.<br />Mobage Town is mainly focused on offering a high entertainment, gaming experience.<br />Mixi looks to focus on communication among real life friends through social apps and games<br />Gree is the in-between network where users can do both. They can socialize with each other through avatars, play games and earn or buy virtual goods.<br />Source:<br />
  6. 6. Social networks attract users by multiple features<br />Image:<br />
  7. 7. Mobile social network membership overlapping is common in Japan<br />Image:<br />
  8. 8. Japanese user characteristics<br />Users prefer using mobile phones over computers<br />Japanese people prefer to be anonymous and rarely publish their real names.<br />Simplicity is best when it comes to social network formats.<br />If users want to know anything, they ask (usually strangers) anything important. This includes “my wife is going to have a love affair this weekend. What should I do?”<br />Source:<br />90% of 16-24 year olds use the mobile web at least once a day.<br />
  9. 9. Conclusion<br />There are some differences between the Japanese and West when it comes to mobile usage. However, there are of course some similarities.<br />For example we all crave phones that have multiple features that can keep us entertained or informed whenever we required it.<br />The fact that over 500 million iPhone applications have been downloaded proves this.<br />
  10. 10. Conclusion<br />We have seen how Japanese users usually communicate through games rather <br />than conversations due to social restrictions within their culture. In the West we <br />are much more open and willing to share our personal information.<br />Users in the West also enjoy gaming programmes with Farmville, Mafia Wars and <br />Texas HoldEm Poker attracting millions of users a month. The only difference is <br />the way we (in the west) access those games, usually by PC.<br />The Japanese use their mobile phones so regularly, for so many different things, <br />this seems be a strong indicator for future behaviour in the West. I believe we <br />will gradually move away from laptops and PC’s the more mobile phone <br />capabilities develop. <br />I think we can even see this change starting to<br />happen.<br />
  11. 11. Thank You<br />By Willi5T<br />@TommyMWillis<br />