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Key facts about Japan
Digital Landscape
www.chandlernguyen.com Jul 2017
Source: emarketer
Japan will be amongst the top 6 countries
globally in terms of internet users in 2018
Worldwide internet users (in million...
With more than 26M people above 65 years old, Japan has a sizable
number of senior internet users (>8M) compared to other ...
Adults in Japan spend roughly equal amount of time
on mobile phone/personal computer vs TV in 2017.
This trend will contin...
Line is the most popular smartphone app in Japan in
2016 based on monthly average unique users
Twitter and Yahoo Japan hav...
Yahoo Japan is exceptionally strong (avg. 34M monthly
unique visitors) when it comes to web property
Rakuten still leads the market in both
awareness and usage for ecommerce sites
Digital ad spend accelerated,
while out -of-home and TV are expected to maintain well.
Digital ad spend is expected to ove...
Mobile ad spend is on schedule to command 72% of
of the total digital ad spend by 2020
20%
40%
60%
80%
2017 2018 2019 2020...
Japan digital ad spending per internet user ($98.25) is at 11st in the world in 2017. T
his means that internet advertisin...
JP ecommerce is the second largest in APAC (behind China)
but the growth rate is quite slow against other countries
Retail...
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Key facts about japan digital landscape aug 2017

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Key information including the % of senior internet users in Japan, time spent online on smartphone and pc vs tv, top app, top websites and ecommerce market etc...

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Key facts about japan digital landscape aug 2017

  1. 1. Key facts about Japan Digital Landscape www.chandlernguyen.com Jul 2017 Source: emarketer
  2. 2. Japan will be amongst the top 6 countries globally in terms of internet users in 2018 Worldwide internet users (in millions) 0 125 250 375 500 625 750 875 1,000 China India US Brazil Japan Indonesia Russia Mexico Germany UK 5767 92101 137 105 133 286 616 925 5566 8396111104 126 278 478 814 2017 2018 2019 2020 2021
  3. 3. 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%. Source: Ministry of internal affairs and communications here
  4. 4. 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 Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on desktop/laptop while watching TV is counted as 1 hour for TV and 1 hour for desktop/laptop; *includes all internet activities on desktop and laptop computers; **excludes digital Time spent per day across media
  5. 5. 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.
  6. 6. Yahoo Japan is exceptionally strong (avg. 34M monthly unique visitors) when it comes to web property
  7. 7. Rakuten still leads the market in both awareness and usage for ecommerce sites
  8. 8. 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 Media ad spend ($B) $0.0 $4.0 $8.0 $12.0 $16.0 Digital TV* Out-of-home Newspaper* Magazine* Radio** $1.0 $2.1 $5.1 $8.5 $14.0 $14.4 $1.0 $2.1 $5.1 $7.9 $13.7 $11.8 2017 2018 2019 2020 2021 Note: Source: eMarketer TV: includes broadcast and cable TV; excludes digital; converted at the exchange rate of US$1=JPY108.772387
  9. 9. Mobile ad spend is on schedule to command 72% of of the total digital ad spend by 2020 20% 40% 60% 80% 2017 2018 2019 2020 2021 74%72% 68% 65% 56% %Mobile/Total Digital ad spend
  10. 10. Japan digital ad spending per internet user ($98.25) is at 11st in the world in 2017. T his means that internet advertising in Japan is not as competitive as AU, US, UK and other countries.
  11. 11. JP ecommerce is the second largest in APAC (behind China) but the growth rate is quite slow against other countries Retail ecommerce (in $ Billion) $0 $750 $1,500 $2,250 $3,000 China US UK Japan South Korea $80$111$153 $770 $2,660 $55$95$110 $451 $1,133 2017 2018 2019 2020 2021 Source: eMarketer Retail ecommerce includes products or services ordered using the internet via any device, regardless of the method of payment or fulfillment; excludes travel and event tickets; converted at the exchange rate of US$1=JPY108.772387; eMarketer benchmarks its Japan retail ecommerce sales figures against Ministry of Economy, Trade and Industry (METI), for which the last full year measured was 2016

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