Traditional media in Japan is declining while digital media is rising. Newspaper readership and advertising is sharply declining as newspapers transition content to digital formats. Magazine print copies are also continually dropping as magazines shift to digital. Japanese people, especially youth, are spending more time with online and mobile media like video sharing, social networks, and games. They perceive digital media like the internet as more influential for advertising compared to traditional print sources.

1. 2011/06/16 Traditional media and social media in Japan Junichi Yagura

2. Table of contents How is JPN media doing? How is JPN media different from other markets? How should we approach this market? More details on social/online media in JP

3. How is JPN media doing overall?

4. Media use (avg. hours per day) Total hours increased from prev. year. TV Radio Np Mag Internet (from PC) Internet (from Mobile)

5. Ad spending (yearly total) Ad value of media dropping after financial crisis in 09 (JPY100 million) Ad spend vs prev. year

6. Ad spending (yearly total) All but internet dropping, with GDP

7. Youth spent more than online from PC and mobile >Digital native Senior spend more time on trad media, e.g. TV >Trad media more prominent among this group Time spent on TV increased for female, decreased for male. Audience (yearly total) Youths are spending more time on online media Male Female TOTAL 15-19 yo s s s s s s s s s s 15-19 yo

8. Traditional media still reach wide audiences but ad value decreasing ROI important than ever. Metrics and analytics are essential. Everything going digital

9. Japanese people are unique. REALLY?

10. Preferred format - Newspaper Even newspapers, we want to read it on our mobile . US UK Germany Japan Mobile phone PC E-Book reader Smartphone MP3 Player Print

11. Preferred format - Newspaper & Magazine Magazines in digital format preferred Newspaper Magazine PC Mobile E-Book reader MP3 Player Smartphone Print PC Mobile E-Book reader MP3 Player Smartphone Print US UK Germany Japan US UK Germany Japan

12. Most impactful media for advertising Internet perceived highly influential. Newspaper and magazines not so Internet TV Smartphone Game DVD/Blu-ray OHM Movie Radio Newspaper Magazine

13. Advertising impact- Newspaper and Magazine Japanese are more skeptical. Youths are even more doubtful of what is on paper Newspaper Magazine

14. Form of use - TV Youtube and mobile phone very common among JPN Watch on Video sharing site (YouTube, etc) Recoded for home use Watch on mobile Watch live on TV at home

15. Summary: Not surprisingly, JPN people love digital .

16. Examples of JPN media going digital:

17. Newspaper

18. General daily Sports Newspaper readership (yearly total) Newspaper’s decline starts to sharpen

19. Newspaper ad spending (yearly total) Sharpest decline of all types of media

20. Nikkei Shimbun launched its “web” edition. Asahi Shimbun launched on iPad and iPhone Newspaper in digital Many big players finally shifting towards digital

21. Magazine

22. Magazine vs newspaper – ad spending Magazine following newspaper in decline Magazine NP

23. Magazine – printed and sold copies Peaked in ’95 and drop continues Printed Sold

24. Social (online) media in JP

25. 120 million 78.0 ％ Internet penetration rate Number of Internet Users 94 million (mobile 80 mil vs PC 85 mil) 113million Mobile phone penetration rate Number of mobile phone owners 89.3 ％ Source ： World Bank(2010) 、 MIC(2010) 、 CNNIC(2010) Population Internet and mobile in Japan

26. Device use Mobile and game more dominant US UK Germany Japan Internet on PC Mobile Average rate for device use of all time spent on media Gaming console

27. SNS Blog/Micro Blog 21 million users 4 million users 10 million users 20 million users Video Sharing 19 million users BBS 11 million users 21 million users 29 million users

28. Mobage Free networking, keeping in touch with old friends Male: female = 47 ： 53 27% 18-24 y/o 32% 25-34 y/o 19% 35-44 y/o Members: 3.08 million Page views: 0.2 billion -PC -Mobile Partially free micro blogs, games Male:female = 50:50 20s 35%, 30s 26% Members: 19 million Page views: 35 billion -PC -Mobile Partially free Social games Male dominant 20s 70%, 30s 10% Members: 20 million Page views: 71 billion Mobile Free networking, keeping in touch with old friends Female dominant 20s 60%, 30s 20% Members: 21 million Page views: 29 billion -PC -Mobile Fee Used for User profile Usership Device

29. Users (PC only) Page views (1,000 users) (1,000 pv)

30. Men Women 10s 20s 30s 40s 50s

31. O.W H.W Stdnt Other 10s No answer -\3mil \3-5 \5-7 \7-10 \10mil- No answer

32. Multi-device SNS common Anonymity Domestic – Global change in place CHARACTERISTICS of Social media in Japan

33. UNIQLOCK UNIQLO CALENDAR Uniqlo is Japan's leading clothing retail chain in terms of both sales and profits. Won a Cyber Lion Grand Prix at Cannes Ad festival in 2008. UNIQLO SPORTWEET UNIQLO on facebook Case study: UNIQLO Blog gadget distributed through blogs High design online calendar among bloggers, integration of Google calendar Analyze the user’s tweets and rank users by scores Officially opened in 2010, multiple pages for their global markets 2008 2009 2010 2010~ Level of user participation in contents increasing over time