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MAKING SENSE OF DIGITAL BEHAVIOURS IN THE LAND OF THE RISING SUN
DIGITAL 2021 JAPAN
SIMON KEMP • • 25 MARCH 2021
SIMON KEMP
@ESKIMON
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
6 @ESKIMON
WORKING WITH NGOS AND
NON-PROFITS TO IDENTIFY
EFFICIENT AND EFFECTIVE WAYS
TO DELIVER DIGITAL IMPACT
HELPING GOVERNMENTS
AROUND THE WORLD MAKE
SENSE OF HOW THEIR CITIZENS
USE CONNECTED TECHNOLOGY
ADVISING THE WORLD’S TOP
INVESTMENT BANKS AND
VCS ON PEOPLE’S EVOLVING
CONNECTED BEHAVIOURS
HELPING MARKETING TEAMS TO
UNDERSTAND DIGITAL TRENDS
AND PRIORITISE INVESTMENTS
OF TIME, EFFORT, AND MONEY
NGOS
GOVERNMENTS
INVESTORS
MARKETERS
KEPIOS HELPS THE WORLD MAKE SENSE OF DIGITAL
SALES PITCH
7 @ESKIMON
8 @ESKIMON
1.	ESSENTIAL GLOBAL HEADLINES AND TRENDS
2.	THE STATE OF DIGITAL IN JAPAN IN 2021
3.	THE PECULIARITIES OF JAPANESE SOCIAL MEDIA
4.	MAKING SENSE OF JAPAN’S WEB BEHAVIOURS
5.	THE EVOLUTION OF ONLINE SEARCH
6.	ONLINE SHOPPING TRENDS IN JAPAN
7.	ONLINE ENTERTAINMENT: VIDEO AND GAMING
8.	DIGITAL CHANNELS FOR MARKETING
9.	PANEL DISCUSSION AND Q&A
TODAY’S SESSION
9 @ESKIMON
10 @ESKIMON
ESSENTIAL
HEADLINES
8
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
7.83 5.22 4.66 4.20
BILLION BILLION BILLION BILLION
56.4% 66.6% 59.5% 53.6%
DIGITAL AROUND THE WORLD
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
11
12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
HOWEVER, DIGITAL CONNECTIVITY STILL ISN’T
EVENLY DISTRIBUTED AROUND THE WORLD
OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
26
JAN
2021
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
71%
69%
68%
42%
57%
74%
62%
24%
26%
42%
56%
82%
86%
93%
96%
72%
62%
67%
90%
NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION
INTERNET USERS vs. TOTAL POPULATION BY REGION
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
13
14 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
BUT LEVELS OF DIGITAL ADOPTION HAVE BEEN
GROWING QUICKLY IN RECENT MONTHS
9
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
+1.0% +1.8% +7.3% +13.2%
+81 MILLION +93 MILLION +316 MILLION +490 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
15
16 @ESKIMON
@ESKIMON • SOURCE: ITU (DEC 020)
COVID-19 HAS SEVERELY LIMITED
RESEARCH INTO INTERNET USE
17 @ESKIMON
@ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
AN UPWARD CORRECTION IN INTERNET USER
NUMBERS IS LIKELY WHEN RESEARCH RESUMES
18 @ESKIMON
SOCIAL MEDIA USER GROWTH REPRESENTS
ONE OF THIS YEAR’S BIGGEST HEADLINES
19 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
490 MILLION
NEW SOCIAL MEDIA USERS IN THE PAST YEAR
20 @ESKIMON
@ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
AN AVERAGE OF MORE THAN 15 NEW USERS
JOINED SOCIAL MEDIA EVERY SECOND IN 2020
21 @ESKIMON
BUT IMPRESSIVE HEADLINES AREN’T
RESTRICTED TO USER NUMBERS
22 @ESKIMON
@ESKIMON • SOURCE: GWI (Q3 2020)
PEOPLE ARE SPENDING MORE TIME THAN
EVER USING CONNECTED TECHNOLOGIES
23 @ESKIMON
@ESKIMON • SOURCE: GWI (Q3 2020)
7 HOURS A DAY
24 @ESKIMON
@ESKIMON • SOURCE: GWI (Q3 2020)
48+ HOURS
EACH WEEK
25 @ESKIMON
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020), BASED ON THE ASSUMPTION THAT PEOPLE SLEEP BETWEEN 7 AND 8 HOURS PER DAY
THE AVERAGE INTERNET USER NOW SPENDS
OVER 40% OF THEIR WAKING LIFE ONLINE
26 @ESKIMON • SOURCE: GWI (Q3 2020)
GLOBALLY, PEOPLE NOW SPEND TWICE AS MUCH
TIME USING THE INTERNET AS WATCHING TV
27 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
BUT CONNECTIVITY IS RESHAPING TV HABITS
TOO, ESPECIALLY WITH THE RISE OF STREAMING
60
JAN
2021
29.5%
31.7%
36.5%
39.0%
41.1% 42.2%
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE
ABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+7.3% +15.1% +6.9% +5.3% +2.6%
DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV
STREAMING TV’S SHARE OF DAILY TV WATCH TIME
28
29 @ESKIMON • SOURCE: GWI (Q4 2020)
98% OF THE WORLD’S INTERNET USERS ADMIT
TO ‘SECOND SCREENING’ WHILE WATCHING TV
208
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE.
SHOPPING
APPS
MAP
APPS
BANKING AND
FINANCIAL SERVICES APPS
HEALTH, FITNESS,
AND NUTRITION APPS
DATING AND
FRIENDSHIP APPS*
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
AND VIDEO APPS
MUSIC
APPS
GAME
APPS
69.4% 61.8% 38.7% 29.4% 11.4%
90.7% 88.4% 67.2% 52.9% 52.0%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
30
31 @ESKIMON
DIGITAL HAS BECOME AN ESSENTIAL PART
OF EVERYDAY LIFE FOR PEOPLE EVERYWHERE
66
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SHOPPING
APPS
MAP
APPS
BANKING AND
FINANCIAL SERVICES APPS
HEALTH, FITNESS,
AND NUTRITION APPS
DATING AND
FRIENDSHIP APPS
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
AND VIDEO APPS
MUSIC
APPS
GAME
APPS
48.4% 56.5% 24.7% 12.9% 3.9%
75.3% 74.7% 58.1% 34.0% 39.2%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
32
33 @ESKIMON
34 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021)
DIGITAL BEHAVIOURS IN JAPAN ARE OFTEN
VERY DIFFERENT TO THOSE WE SEE ELSEWHERE
35 @ESKIMON
36 @ESKIMON
AN OVERVIEW OF
DIGITAL IN JAPAN
#1
37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES INCLUDING THE ITU (JAN 2021) AND GWI (Q3 2020)
JAPAN HAS ONE OF THE HIGHEST LEVELS
OF INTERNET CONNECTIVITY IN THE WORLD
17
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA
PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
126.3 201.1 117.4 93.80
MILLION MILLION MILLION MILLION
91.8% 159.3% 93.0% 74.3%
JAPAN
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
!
JAPAN
38
39
28
JAN
2021
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
NOTE: VALUES HAVE BEEN CAPPED AT 99%. ADVISORY: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE
WITH DATA PUBLISHED IN PREVIOUS REPORTS.
99.0%
98.1%
98.0%
97.0%
97.0%
96.0%
96.0%
95.7%
94.0%
94.0%
94.0%
93.0%
92.0%
91.0%
91.0%
91.0%
91.0%
90.0%
90.0%
90.0%
89.0%
89.0%
88.0%
85.0%
84.5%
84.2%
84.2%
83.7%
80.7%
80.0%
77.7%
75.0%
74.4%
73.7%
71.0%
70.3%
69.5%
68.0%
67.0%
65.2%
64.0%
59.5%
57.3%
50.0%
50.0%
45.0%
40.0%
U.A.E.
DENMARK
SWEDEN
SOUTH
KOREA
SWITZERLAND
NETHERLANDS
U.K.
SAUDI
ARABIA
CANADA
GERMANY
NEW
ZEALAND
JAPAN
HONG
KONG
BELGIUM
FRANCE
IRELAND
SPAIN
SINGAPORE
TAIWAN
U.S.A.
AUSTRALIA
AUSTRIA
ISRAEL
RUSSIA
POLAND
PORTUGAL
MALAYSIA
ITALY
ROMANIA
ARGENTINA
TURKEY
BRAZIL
MOROCCO
INDONESIA
MEXICO
VIETNAM
THAILAND
COLOMBIA
PHILIPPINES
CHINA
SOUTH
AFRICA
WORLDWIDE
EGYPT
GHANA
NIGERIA
INDIA
KENYA
PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET
INTERNET ADOPTION BY COUNTRY
18
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA
PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.
JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
TOTAL
POPULATION
MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
-0.3% +3.1% +0.8% +4.9%
-405 THOUSAND +6.1 MILLION +890 THOUSAND +4.4 MILLION
JAPAN
ANNUAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN KEY INDICATORS OF DIGITAL ADOPTION
CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
!
40
41 @ESKIMON • SOURCE: GWI (Q3 2020)
DESPITE HIGH LEVELS OF ADOPTION, JAPANESE
PEOPLE SPEND RELATIVELY LITTLE TIME ONLINE
34
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
10:56
10:08
10:07
10:06
09:39
09:17
09:01
08:52
08:44
08:08
08:07
07:57
07:52
07:45
07:36
07:27
07:26
07:24
07:20
07:15
07:11
06:54
06:47
06:44
06:39
06:36
06:30
06:26
06:26
06:22
06:15
06:13
06:11
05:46
05:40
05:37
05:37
05:28
05:28
05:26
05:22
05:16
04:25
PHILIPPINES
BRAZIL
COLOMBIA
SOUTH
AFRICA
ARGENTINA
MALAYSIA
MEXICO
INDONESIA
THAILAND
TAIWAN
SINGAPORE
TURKEY
RUSSIA
SAUDI
ARABIA
EGYPT
ISRAEL
ROMANIA
U.A.E.
PORTUGAL
HONG
KONG
U.S.A.
WORLDWIDE
VIETNAM
POLAND
NEW
ZEALAND
INDIA
IRELAND
CANADA
U.K.
ITALY
SWEDEN
AUSTRALIA
SPAIN
AUSTRIA
SWITZERLAND
FRANCE
SOUTH
KOREA
BELGIUM
NETHERLANDS
GERMANY
CHINA
DENMARK
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
42
43 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020)
JAPANESE PEOPLE SPEND 35% LESS TIME ONLINE
EACH DAY THAN THE WORLDWIDE AVERAGE
44 @ESKIMON
THE NUMBERS FOR SOCIAL MEDIA USE
ARE PERHAPS EVEN MORE INTERESTING
45
83
JAN
2021
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH. VALUES
CAPPED AT 99%. NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
99.0%
89.3%
88.1%
88.0%
86.0%
85.6%
84.9%
84.4%
83.6%
82.1%
82.0%
81.8%
80.7%
80.0%
79.9%
79.9%
79.3%
79.3%
78.7%
78.7%
78.1%
77.9%
77.2%
76.6%
76.4%
76.4%
76.0%
75.9%
74.3%
73.7%
72.3%
70.8%
70.3%
68.5%
67.9%
67.8%
64.6%
62.6%
61.8%
59.3%
53.6%
47.4%
41.9%
32.3%
26.1%
20.2%
15.8%
U.A.E.
SOUTH
KOREA
TAIWAN
NETHERLANDS
MALAYSIA
HONG
KONG
CANADA
SINGAPORE
DENMARK
SWEDEN
NEW
ZEALAND
SWITZERLAND
PHILIPPINES
SPAIN
AUSTRALIA
AUSTRIA
ARGENTINA
SAUDI
ARABIA
GERMANY
THAILAND
ISRAEL
U.K.
MEXICO
PORTUGAL
IRELAND
COLOMBIA
BELGIUM
FRANCE
JAPAN
VIETNAM
U.S.A.
TURKEY
BRAZIL
POLAND
ITALY
RUSSIA
CHINA
ROMANIA
INDONESIA
MOROCCO
WORLDWIDE
EGYPT
SOUTH
AFRICA
INDIA
GHANA
KENYA
NIGERIA
ACTIVE SOCIAL MEDIA USERS* AS A PERCENTAGE OF THE TOTAL POPULATION
SOCIAL MEDIA USERS vs. TOTAL POPULATION
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO SOURCE CHANGES.
90
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
04:15
03:45
03:42
03:42
03:41
03:32
03:27
03:22
03:14
03:08
03:06
03:06
03:01
02:57
02:55
02:48
02:29
02:28
02:25
02:25
02:21
02:18
02:17
02:16
02:07
02:04
01:59
01:57
01:56
01:55
01:55
01:54
01:54
01:52
01:49
01:48
01:46
01:46
01:45
01:41
01:41
01:25
01:24
01:24
01:22
01:08
00:51
PHILIPPINES
COLOMBIA
BRAZIL
KENYA
NIGERIA
SOUTH
AFRICA
MEXICO
ARGENTINA
INDONESIA
GHANA
EGYPT
SAUDI
ARABIA
MALAYSIA
TURKEY
U.A.E.
THAILAND
MOROCCO
RUSSIA
WORLDWIDE
INDIA
VIETNAM
PORTUGAL
SINGAPORE
ROMANIA
U.S.A.
CHINA
POLAND
HONG
KONG
TAIWAN
IRELAND
NEW
ZEALAND
ISRAEL
SPAIN
ITALY
U.K.
SWEDEN
AUSTRALIA
CANADA
BELGIUM
DENMARK
FRANCE
SWITZERLAND
GERMANY
NETHERLANDS
AUSTRIA
SOUTH
KOREA
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA
46
47 @ESKIMON
CULTURAL NORMS PLAY AN IMPORTANT ROLE IN
SHAPING HOW PEOPLE RESPOND TO SURVEYS
48 @ESKIMON • SOURCE: GWI (Q3 2020)
JAPANESE PEOPLE SAY THAT THEY SPEND LESS
THAN AN HOUR ON SOCIAL MEDIA EACH DAY
49 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020)
THE TYPICAL JAPANESE USER SPENDS 65% LESS
TIME USING SOCIAL THAN THE GLOBAL AVERAGE
50 @ESKIMON • SOURCE: GWI (Q3 2020)
PEOPLE IN JAPAN SPEND AN
AVERAGE OF JUST 51 MINUTES
PER DAY USING SOCIAL MEDIA
PEOPLE IN THE PHILIPPINES SPEND
AN AVERAGE OF 255 MINUTES
PER DAY USING SOCIAL MEDIA
vs
0H 51M
4H 15M
DAILY TIME SPENT USING SOCIAL MEDIA
51 @ESKIMON
BUT DO THESE LOW LEVELS OF TIME SPENT MEAN
DIGITAL IS LESS OF AN OPPORTUNITY IN JAPAN?
52 @ESKIMON
GOOD NEWS: DATA FOR TELEVISION VIEWING
PUTS THE DIGITAL FINDINGS INTO PERSPECTIVE
53
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
04:42
04:13
04:08
04:04
04:02
04:01
04:01
03:55
03:30
03:30
03:30
03:27
03:24
03:23
03:22
03:21
03:21
03:20
03:18
03:16
03:16
03:13
03:13
03:12
03:08
03:06
03:05
03:04
03:04
03:02
03:02
02:56
02:55
02:51
02:50
02:50
02:47
02:42
02:42
02:40
02:35
02:28
02:21
U.S.A.
SAUDI
ARABIA
SOUTH
AFRICA
COLOMBIA
BRAZIL
MEXICO
U.K.
ARGENTINA
AUSTRALIA
PHILIPPINES
THAILAND
FRANCE
WORLDWIDE
CANADA
SPAIN
GERMANY
IRELAND
ROMANIA
ITALY
INDIA
POLAND
RUSSIA
TURKEY
CHINA
NEW
ZEALAND
EGYPT
NETHERLANDS
DENMARK
U.A.E.
BELGIUM
SWEDEN
PORTUGAL
MALAYSIA
SOUTH
KOREA
HONG
KONG
INDONESIA
SINGAPORE
AUSTRIA
SWITZERLAND
VIETNAM
ISRAEL
TAIWAN
JAPAN
AVERAGE AMOUNT OF TIME PER DAY (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND WATCHING TELEVISION
DAILY TIME SPENT WATCHING TELEVISION
54 @ESKIMON
KEY TAKEAWAY
55 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
PEOPLE IN JAPAN SIGNIFICANTLY UNDER-INDEX
FOR TIME SPENT WITH MOST KINDS OF MEDIA
56
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING
AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AS WELL AS PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT PLAYING VIDEO
GAMES ON A GAMES CONSOLE
TIME SPENT USING THE
INTERNET (ALL DEVICES)
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
0H 28M 0H 29M 0H 11M 0H 34M
GLOBAL: 1H 31M GLOBAL: 1H 00M GLOBAL: 0H 54M GLOBAL: 1H 12M
4H 25M 2H 21M 0H 51M 0H 41M
GLOBAL: 6H 54M GLOBAL: 3H 24M GLOBAL: 2H 25M GLOBAL: 2H 02M
JAPAN
DAILY TIME SPENT ON MEDIA
THE AVERAGE DAILY TIME* THAT INTERNET USERS AGED 16 TO 64 SPEND ON DIFFERENT KINDS OF MEDIA AND DEVICES
57 @ESKIMON • SOURCE: GWI (Q3 2020)
CRITICALLY, JAPANESE PEOPLE SPEND ALMOST
TWICE AS MUCH TIME ONLINE AS WATCHING TV
58 @ESKIMON
GLOBAL COMPARISONS CAN BE MISLEADING;
DIGITAL IS A PRIME OPPORTUNITY IN JAPAN
59 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES, COMPARED TO POPULATION DATA FROM THE UN AND US CENSUS BUREAU
THE AGE STRUCTURE OF JAPAN’S POPULATION
PLAYS A KEY ROLE IN SHAPING DIGITAL TRENDS
17
JAN
2021
SOURCES: DATA PUBLISHED BY THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES (ALL ACCESSED JAN 2021).
48.6
47.5
46.3
45.8
45.1
44.9
44.0
43.6
43.4
43.3
43.1
42.7
42.5
42.4
42.3
42.0
41.9
41.2
41.1
40.6
40.3
39.7
38.6
38.4
38.4
38.1
38.0
33.7
32.7
32.6
31.9
31.7
31.6
31.5
31.0
30.5
30.5
29.9
29.7
29.3
28.6
27.7
25.8
24.7
21.6
20.3
18.1
JAPAN
ITALY
PORTUGAL
GERMANY
SPAIN
HONG
KONG
SOUTH
KOREA
AUSTRIA
NETHERLANDS
ROMANIA
SWITZERLAND
TAIWAN
SINGAPORE
FRANCE
DENMARK
BELGIUM
POLAND
CANADA
SWEDEN
U.K.
THAILAND
RUSSIA
CHINA
IRELAND
U.S.A.
NEW
ZEALAND
AUSTRALIA
BRAZIL
VIETNAM
U.A.E.
SAUDI
ARABIA
TURKEY
ARGENTINA
COLOMBIA
WORLDWIDE
ISRAEL
MALAYSIA
INDONESIA
MOROCCO
MEXICO
INDIA
SOUTH
AFRICA
PHILIPPINES
EGYPT
GHANA
KENYA
NIGERIA
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN EACH COUNTRY OR REGION
MEDIAN AGE BY COUNTRY
60
61 @ESKIMON
DIGITAL SUCCESS IN JAPAN MAY REQUIRE QUITE
A DIFFERENT APPROACH vs. OTHER COUNTRIES
62 @ESKIMON
SOCIAL MEDIA IN JAPAN: A
TOTALLY DIFFERENT WORLD?
#2
93
JAN
2021
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
*NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
2,740
2,291
2,000
1,300
1,221
1,213
689
617
600
511
500
498
481
442
430
353
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
FB MESSENGER1
*
INSTAGRAM2
WEIXIN / WECHAT1
TIKTOK1
QQ1
DOUYIN1
**
SINA WEIBO1
TELEGRAM1
SNAPCHAT2
KUAISHOU1
PINTEREST1
REDDIT1
*
TWITTER2
QUORA1
*
DATA UPDATED TO:
25 JANUARY 2021
THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
THE WORLD’S MOST-USED SOCIAL PLATFORMS
63
45
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR
EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS.
74.3%
69.6%
51.5%
38.6%
30.5%
10.7%
9.9%
8.9%
5.6%
5.2%
4.1%
3.2%
3.1%
2.9%
2.6%
2.6%
YOUTUBE
LINE
TWITTER
INSTAGRAM
FACEBOOK
FACEBOOK MESSENGER
SKYPE
TIKTOK
PINTEREST
SNOW
TWITCH
LINKEDIN
SLACK
WECHAT
SNAPCHAT
TUMBLR
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH
MOST-USED SOCIAL MEDIA PLATFORMS
64
65 @ESKIMON • SOURCE: GWI (Q3 2020), BASED ON THE SOCIAL MEDIA ACTIVITY OF INTERNET USERS AGED 16 TO 64
YOUTUBE IS JAPAN’S TOP SOCIAL PLATFORM;
74% OF INTERNET USERS USE IT EACH MONTH
66 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
MESSAGING PLATFORM LINE IS THE STAND-OUT
DIFFERENCE IN JAPAN’S SOCIAL LANDSCAPE
67 @ESKIMON • SOURCE: GWI (Q3 2020)
7 IN 10 INTERNET USERS AGED 16 TO 64 IN
JAPAN SAY THAT THEY USE LINE EACH MONTH
68 @ESKIMON • SOURCE: GWI (Q3 2020), BASED ON THE SOCIAL MEDIA ACTIVITIES OF INTERNET USERS AGED 16 TO 64
MORE THAN HALF OF JAPAN’S INTERNET USERS
ALSO SAY THEY USE TWITTER EACH MONTH
69 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021)
TWITTER IS MORE POPULAR IN JAPAN THAN
ANY OF FACEBOOK’S VARIOUS PLATFORMS
70 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021)
MEANWHILE, INSTAGRAM IS ALSO
MORE POPULAR THAN FACEBOOK
71 @ESKIMON
ANECDOTALLY, TIKTOK IS A POPULAR CHOICE
AMONGST JAPAN’S TEENAGE AUDIENCES
45
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR
EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS.
74.3%
69.6%
51.5%
38.6%
30.5%
10.7%
9.9%
8.9%
5.6%
5.2%
4.1%
3.2%
3.1%
2.9%
2.6%
2.6%
YOUTUBE
LINE
TWITTER
INSTAGRAM
FACEBOOK
FACEBOOK MESSENGER
SKYPE
TIKTOK
PINTEREST
SNOW
TWITCH
LINKEDIN
SLACK
WECHAT
SNAPCHAT
TUMBLR
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH
MOST-USED SOCIAL MEDIA PLATFORMS
72
69
JAN
2021
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES.
# GAME NAME PARENT COMPANY
# APP NAME PARENT COMPANY
RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS
01 TOON BLAST ZYNGA
02 ANIMAL CROSSING: POCKET CAMP NINTENDO
03 HOMESCAPES PLAYRIX; IDREAMSKY
04 GARDENSCAPES - NEW ACRES PLAYRIX
05 DRAGON QUEST TACT SQUARE ENIX
06 FISHDOM: DEEP DIVE PLAYRIX
07 BRAIN TEST: TRICKY PUZZLES UNICO STUDIO
08 PUSH’EM ALL VOODOO
09 MARIO KART TOUR NINTENDO
10 GENSHIN IMPACT MIHOYO
01 COCOA - COVID-19 CONTACT APP MINISTRY OF HEALTH, LABOUR
AND WELFARE - JAPAN
02 ZOOM CLOUD MEETINGS ZOOM VIDEO COMMUNICATIONS
03 PAYPAY SOFTBANK
04 LINE LINE
05 INSTAGRAM FACEBOOK
06 AMAZON PRIME VIDEO AMAZON
07 SMARTNEWS SMARTNEWS
08 TIKTOK BYTEDANCE
09 UBEREATS UBER TECHNOLOGIES
10 TWITTER TWITTER
JAPAN
RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL DOWNLOADS IN 2020
MOBILE APP RANKINGS: DOWNLOADS
73
74 @ESKIMON • SOURCE: GWI (Q3 2020)
PEOPLE IN JAPAN ALSO TEND TO USE FAR FEWER
SOCIAL PLATFORMS THAN THE GLOBAL AVERAGE
95
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE
ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS EACH MONTH.
11.4
10.7
10.5
10.4
10.2
10.0
9.9
9.9
9.8
9.8
9.6
9.4
9.4
9.3
9.1
8.9
8.9
8.7
8.4
8.3
8.3
8.1
8.0
8.0
7.8
7.8
7.7
7.6
7.5
7.4
7.4
7.3
7.2
7.2
7.1
7.0
6.9
6.9
6.8
6.8
6.8
6.6
6.3
6.2
6.0
5.7
3.8
INDIA
U.A.E.
INDONESIA
SAUDI
ARABIA
MEXICO
THAILAND
PHILIPPINES
VIETNAM
COLOMBIA
BRAZIL
MALAYSIA
TURKEY
ARGENTINA
EGYPT
SINGAPORE
ROMANIA
SOUTH
AFRICA
PORTUGAL
WORLDWIDE
HONG
KONG
POLAND
SPAIN
TAIWAN
IRELAND
ITALY
KENYA
NIGERIA
NEW
ZEALAND
SWEDEN
CHINA
BELGIUM
RUSSIA
AUSTRALIA
DENMARK
U.S.A.
NETHERLANDS
SWITZERLAND
U.K.
AUSTRIA
FRANCE
CANADA
ISRAEL
SOUTH
KOREA
GHANA
GERMANY
MOROCCO
JAPAN
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)
AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS
75
76 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
DESPITE SMALLER ‘PORTFOLIOS’, JAPAN STILL
SEES LARGE SOCIAL MEDIA AUDIENCE OVERLAPS
77
MAR
2021
SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. PERCENTAGES REPRESENT THE USERS OF THE PLATFORM
IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE ANY OTHER PLATFORM”
COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.
WHO USE ANY
OTHER PLATFORM
WHO ALSO
USE YOUTUBE
WHO ALSO
USE LINE
WHO ALSO
USE TWITTER
WHO ALSO
USE INSTAGRAM
WHO ALSO
USE FACEBOOK
WHO ALSO
USE TIKTOK
WHO ALSO
USE PINTEREST
WHO ALSO
USE LINKEDIN
YOUTUBE USERS 95.9% 100.0% 82.3% 75.0% 54.6% 38.6% 15.0% 15.7% 4.7%
LINE USERS 90.8% 70.5% 100.0% 63.4% 53.1% 36.5% 13.8% 10.1% 3.0%
TWITTER USERS 98.7% 77.9% 85.8% 100.0% 64.2% 41.9% 17.5% 13.3% 3.9%
INSTAGRAM USERS 99.9% 78.3% 91.3% 81.5% 100.0% 49.8% 21.6% 15.2% 4.5%
FACEBOOK USERS 99.5% 75.1% 88.5% 75.2% 70.3% 100.0% 19.3% 14.2% 7.0%
TIKTOK USERS 100.0% 86.1% 91.5% 85.6% 83.3% 52.7% 100.0% 20.6% 8.7%
PINTEREST USERS 99.7% 85.6% 87.3% 84.4% 76.3% 50.4% 26.8% 100.0% 10.7%
LINKEDIN USERS 99.2% 89.7% 85.7% 82.2% 73.4% 80.9% 37.0% 34.9% 100.0%
JAPAN
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORMS: USER OVERLAPS
78 @ESKIMON
TAKEAWAY
79 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
MARKETERS ONLY NEED TO BE ON 1 OR 2 OF
THE LARGER PLATFORMS TO REACH MOST USERS
80 @ESKIMON
MARKETERS CAN BE MORE STRATEGIC ABOUT
WHICH CHANNELS TO INCLUDE IN THEIR MIX
81 @ESKIMON • SOURCE: APP ANNIE’S “STATE OF MOBILE 2021” REPORT (JAN 2021)
APP TRACKING DATA ALSO REVEALS THAT PEOPLE
IN JAPAN SPEND LESS TIME USING SOCIAL MEDIA
94
JAN
2021
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANK ORDER BASED ON THE TOTAL, CUMULATIVE TIME THAT ANDROID USERS AROUND THE WORLD
SPENT USING EACH MOBILE APP RESPECTIVE TO OTHER APPS IN EACH CATEGORY THROUGHOUT THE WHOLE OF 2020. *ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES.
DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.
# VIDEO STREAMING APP AVE. TIME PER USER
# SOCIAL MEDIA APP AVE. TIME PER USER
TOP VIDEO STREAMING MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*
TOP SOCIAL MEDIA MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*
01 YOUTUBE 23.2 HOURS / MONTH
02 MX PLAYER 7.6 HOURS / MONTH
03 NETFLIX 7.0 HOURS / MONTH
04 HOTSTAR 4.5 HOURS / MONTH
05 AMAZON PRIME VIDEO 3.7 HOURS / MONTH
06 YOUTUBE GO 9.5 HOURS / MONTH
07 TWITCH 5.1 HOURS / MONTH
08 JIOTV 2.5 HOURS / MONTH
09 YOUTUBE KIDS 6.2 HOURS / MONTH
10 VOOT 4.2 HOURS / MONTH
01 FACEBOOK 19.5 HOURS / MONTH
02 WHATSAPP 19.4 HOURS / MONTH
03 INSTAGRAM 10.3 HOURS / MONTH
04 TIKTOK 13.3 HOURS / MONTH
05 FACEBOOK MESSENGER 2.7 HOURS / MONTH
06 TWITTER 5.6 HOURS / MONTH
07 LINE 10.6 HOURS / MONTH
08 TELEGRAM 2.9 HOURS / MONTH
09 VK 13.9 HOURS / MONTH
10 WHATSAPP BUSINESS 9.3 HOURS / MONTH
RANKINGS OF THE TOP SOCIAL MEDIA AND VIDEO STREAMING MOBILE APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020
TOP SOCIAL AND VIDEO STREAMING APPS BY TIME SPENT
82
46
JAN
2021
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. *NOTE: RANK ORDER DETERMINED BY THE COMBINED AMOUNT OF TIME THAT ALL ANDROID USERS SPENT
USING EACH MOBILE APP THROUGHOUT THE WHOLE OF 2020, COMPARED WITH OTHER MOBILE APPS IN EACH CATEGORY. HIGHER VALUES FOR “AVERAGE TIME PER USER” MAY APPEAR LOWER
IN THE RANKINGS FOR APPS WITH FEWER OVERALL USERS. ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.
# VIDEO STREAMING APP AVE. TIME PER USER
# SOCIAL MEDIA APP AVE. TIME PER USER
TOP VIDEO STREAMING MOBILE APPS, RANKED BY CUMULATIVE TIME SPENT*
TOP SOCIAL MEDIA MOBILE APPS, RANKED BY CUMULATIVE TIME SPENT*
01 YOUTUBE 21.4 HOURS / MONTH
02 AMAZON PRIME VIDEO 4.8 HOURS / MONTH
03 BUZZVIDEO 8.6 HOURS / MONTH
04 ABEMATV 3.8 HOURS / MONTH
05 GYAO 4.2 HOURS / MONTH
01 LINE 8.9 HOURS / MONTH
02 TWITTER 9.7 HOURS / MONTH
03 INSTAGRAM 5.2 HOURS / MONTH
04 TIKTOK 11.4 HOURS / MONTH
05 FACEBOOK 3.0 HOURS / MONTH
JAPAN
TOP SOCIAL MEDIA AND VIDEO STREAMING APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020
TOP SOCIAL MEDIA AND STREAMING VIDEO APPS
83
84 @ESKIMON
AUDIENCE DEMOGRAPHICS OFFER ANOTHER
USEFUL BASIS FOR PLATFORM COMPARISON
48
JAN
2021
8.3%
16.9%
21.4% 22.0%
31.4%
FEMALE:
52.5%
MALE:
47.5%
SOURCE: LINE’S “ADS START GUIDE” (NOV 2020).
15 – 19
YEARS OLD
20 – 29
YEARS OLD
30 – 39
YEARS OLD
40 – 49
YEARS OLD
50+
YEARS OLD
JAPAN
PROFILE OF THE AUDIENCE THAT ADVERTISERS CAN REACH WITH ADVERTS ON LINE, BY AGE AND GENDER
LINE ADVERTISING AUDIENCE
85
52
JAN
2021
3.3%
13.5%
14.5%
12.5%
7.8%
3.1%
1.1%
2.3%
8.8%
10.2%
9.4%
7.6%
3.9%
2.0%
SOURCE: EXTRAPOLATIONS OF DATA FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: MOST SOCIAL MEDIA PLATFORMS DO NOT PUBLISH AUDIENCE
DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIR AGE ON SOCIAL MEDIA, WHICH MAY
AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC DATA FROM OTHER SOURCES. “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
JAPAN
SHARE OF THE COMBINED AUDIENCE THAT MARKETERS CAN REACH WITH ADVERTS ON FACEBOOK, INSTAGRAM, AND MESSENGER
AD AUDIENCE: FACEBOOK’S ‘FAMILY’ OF APPS
86
47
JAN
2021
SOURCES: LINE Q3 2020 EARNINGS ANNOUNCEMENT (OCT 2020); LINE’S “ADS START GUIDE” PRESENTATION (NOV 2020). NOTE: LINE RESTRICTS USE OF ITS APP TO PEOPLE AGED 12 AND
ABOVE. *ADVISORIES: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES REFLECT LOCAL USAGE ONLY.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT
DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
TOTAL NUMBER OF
ACTIVE USERS* THAT
LINE REPORTS USE ITS
PLATFORM EACH MONTH
MONTHLY ACTIVE
LINE USERS COMPARED
TO THE TOTAL
POPULATION AGED 12+
QUARTER-ON-QUARTER
INCREASE IN THE
NUMBER OF MONTHLY
ACTIVE LINE USERS
FEMALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
MALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
86 75.4% +2.4% 52.5% 47.5%
MILLION +2 MILLION
JAPAN
ESSENTIAL HEADLINES INTO USE OF LINE
LINE OVERVIEW
87
53
JAN
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
38.00 33.7% +2.7% 60.5% 39.5%
MILLION +1.0 MILLION
JAPAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM: AUDIENCE OVERVIEW
88
51
JAN
2021
SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS,
OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
POTENTIAL AUDIENCE*
THAT TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
TWITTER’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN TWITTER’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
50.90 45.1% -1.9% 31.2% 68.8%
MILLION -1.0 MILLION
JAPAN
TWITTER: AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
89
90 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021)
MANY TWITTER USERS IN JAPAN ADOPT AN
‘AVATAR’ WHEN THEY’RE USING THE PLATFORM
91 @ESKIMON
THIS WIDESPREAD USE OF AVATARS OFFERS
VALUABLE INSIGHT INTO JAPAN’S SOCIAL HABITS
92
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
46.9%
43.8%
42.1%
42.1%
41.6%
40.7%
40.5%
39.0%
38.9%
38.9%
38.5%
37.9%
37.7%
37.6%
37.5%
37.4%
37.3%
35.7%
35.5%
35.5%
35.1%
34.5%
33.8%
33.4%
32.8%
32.1%
32.1%
31.8%
31.0%
30.9%
28.0%
27.8%
27.6%
27.4%
26.9%
26.2%
25.5%
24.5%
24.3%
24.2%
24.1%
24.0%
23.6%
22.7%
22.6%
22.3%
20.7%
17.6%
JAPAN
POLAND
AUSTRIA
SINGAPORE
SPAIN
ISRAEL
VIETNAM
SWITZERLAND
GERMANY
IRELAND
BELGIUM
NEW
ZEALAND
UK
CANADA
FRANCE
TAIWAN
GREECE
PHILIPPINES
AUSTRALIA
SOUTH
KOREA
SOUTH
AFRICA
NETHERLANDS
CHINA
USA
SWEDEN
DENMARK
PORTUGAL
MALAYSIA
WORLDWIDE
HONG
KONG
RUSSIA
EGYPT
ROMANIA
ARGENTINA
UAE
TURKEY
INDIA
NIGERIA
KENYA
SAUDI
ARABIA
ITALY
MEXICO
BRAZIL
GHANA
COLOMBIA
INDONESIA
THAILAND
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO AGREE WITH THE STATEMENT, “I PREFER TO STAY ANONYMOUS ONLINE”
PREFER TO STAY ANONYMOUS ONLINE
93 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
BUT THIS DESIRE FOR ANONYMITY DOESN’T
APPEAR TO BE DRIVEN BY PRIVACY CONCERNS
72
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
 COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS,
SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS.
53.9%
53.4%
50.7%
44.7%
44.5%
44.5%
43.5%
42.5%
42.5%
41.8%
41.7%
41.6%
41.2%
40.7%
40.2%
40.2%
40.1%
40.1%
38.8%
38.2%
38.1%
37.6%
37.1%
36.1%
35.9%
35.9%
35.9%
35.6%
35.6%
34.5%
33.1%
32.2%
32.1%
31.8%
31.7%
31.4%
31.0%
30.7%
30.1%
29.7%
29.3%
27.8%
26.2%
24.8%
19.6%
18.6%
15.7%
PORTUGAL
SPAIN
BRAZIL
CANADA
FRANCE
SOUTH
AFRICA
MEXICO
AUSTRIA
U.K.
POLAND
GERMANY
U.S.A.
IRELAND
AUSTRALIA
ARGENTINA
NEW
ZEALAND
SINGAPORE
SWITZERLAND
BELGIUM
PHILIPPINES
DENMARK
SOUTH
KOREA
INDONESIA
MALAYSIA
COLOMBIA
HONG
KONG
NETHERLANDS
ISRAEL
ITALY
EGYPT
WORLDWIDE
U.A.E.
KENYA
VIETNAM
INDIA
JAPAN
SAUDI
ARABIA
SWEDEN
ROMANIA
TAIWAN
TURKEY
RUSSIA
THAILAND
CHINA
NIGERIA
MOROCCO
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!
94
95 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
AVATAR USE DOESN’T APPEAR TO BE DRIVEN
BY FRUSTRATIONS WITH TARGETED ADS, EITHER
74
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
56.8%
50.7%
49.2%
49.0%
47.0%
46.1%
45.3%
45.0%
44.7%
44.3%
44.3%
43.0%
42.7%
42.7%
42.5%
42.3%
41.6%
41.3%
41.3%
41.0%
40.7%
40.4%
40.2%
40.1%
40.0%
39.6%
39.4%
39.2%
38.8%
38.8%
38.4%
36.8%
36.6%
36.5%
36.3%
36.0%
36.0%
35.2%
34.7%
34.4%
33.6%
33.4%
33.2%
29.6%
22.3%
17.5%
17.2%
INDONESIA
INDIA
SOUTH
AFRICA
MALAYSIA
PORTUGAL
CHINA
PHILIPPINES
TAIWAN
COLOMBIA
ARGENTINA
POLAND
AUSTRIA
ROMANIA
WORLDWIDE
TURKEY
NEW
ZEALAND
SAUDI
ARABIA
CANADA
SINGAPORE
SPAIN
BRAZIL
IRELAND
SWEDEN
GERMANY
THAILAND
U.A.E.
ISRAEL
MEXICO
HONG
KONG
U.S.A.
EGYPT
FRANCE
BELGIUM
KENYA
SWITZERLAND
AUSTRALIA
DENMARK
U.K.
VIETNAM
RUSSIA
NETHERLANDS
ITALY
NIGERIA
SOUTH
KOREA
JAPAN
GHANA
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
USE OF AD BLOCKERS
! THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
96
97
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
26.7%
26.5%
25.2%
24.3%
21.9%
17.1%
15.1%
14.3%
14.0%
12.5%
36.9%
VALUES FOR JAPAN
GLOBAL VALUES
49.7%
29.6%
36.1%
31.5%
22.3%
23.4%
26.5%
20.8%
20.9%
FILLING SPARE TIME
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
SEEING WHAT’S TRENDING OR BEING TALKED ABOUT
READING NEWS STORIES
FINDING CONTENT (E.G. ARTICLES, SHOWS, VIDEOS, MEMES, ETC.)
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
SEEING UPDATES FROM YOUR FAVOURITE BRANDS
FINDING PRODUCTS TO PURCHASE
AVOIDING MISSING OUT ON THINGS
FOLLOWING CELEBRITIES AND INFLUENCERS
JAPAN
TOP REASONS WHY JAPANESE INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA, WITH GLOBAL VALUES FOR COMPARISON
MOTIVATIONS FOR USING SOCIAL MEDIA
100
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW
ENTREPRENEURS AND / OR BUSINESS PEOPLE.
61.4%
60.6%
60.0%
59.0%
57.6%
56.1%
55.9%
54.5%
53.2%
48.5%
47.6%
47.0%
47.0%
46.7%
46.2%
42.5%
40.4%
39.7%
37.9%
36.6%
36.4%
35.5%
35.1%
34.8%
34.3%
33.8%
33.6%
33.0%
32.5%
32.0%
31.8%
31.4%
30.8%
29.8%
29.5%
28.7%
28.6%
28.5%
27.1%
25.4%
24.8%
16.7%
16.0%
SOUTH
AFRICA
COLOMBIA
INDONESIA
BRAZIL
PHILIPPINES
ARGENTINA
VIETNAM
MEXICO
MALAYSIA
SAUDI
ARABIA
U.A.E.
THAILAND
TURKEY
INDIA
EGYPT
PORTUGAL
WORLDWIDE
DENMARK
SINGAPORE
ISRAEL
CHINA
TAIWAN
IRELAND
SPAIN
HONG
KONG
SWITZERLAND
ROMANIA
NEW
ZEALAND
AUSTRIA
RUSSIA
SWEDEN
ITALY
POLAND
AUSTRALIA
CANADA
U.K.
U.S.A.
BELGIUM
NETHERLANDS
FRANCE
GERMANY
JAPAN
SOUTH
KOREA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
98
59
JAN
2021
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO DATA ON THIS CHART ARE NOT
COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE BASED
ON AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN
LINKEDIN’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 18+
QUARTER-ON-
QUARTER CHANGE
IN LINKEDIN’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE*
2.80 2.6% +3.7% 38.2% 61.8%
MILLION +100 THOUSAND
JAPAN
LINKEDIN: AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
99
100 @ESKIMON
TAKEAWAY: JAPAN’S SOCIAL HABITS ARE VERY
DIFFERENT TO THOSE IN THE REST OF THE WORLD
101 @ESKIMON
MAKING SENSE OF
JAPAN’S WEB BEHAVIOURS
#3
102
JAN
2021
SOURCES: SEMRUSH (JAN 2021); SIMILARWEB (JAN 2021); ALEXA (MAR 2021). *NOTE: TIME SPENT FIGURES REPRESENT AVERAGES FOR ALL GLOBAL VISITORS, NOT JUST VISITORS FROM JAPAN.
# SEMRUSH RANK TOTAL VISITS # SIMILARWEB RANK TOTAL VISITS # ALEXA RANK TIME / VISIT*
01 YAHOO.CO.JP 4.83B
02 GOOGLE.COM 2.38B
03 RAKUTEN.CO.JP 1.31B
04 AMAZON.CO.JP 1.29B
05 WIKIPEDIA.ORG 1.13B
06 YOUTUBE.COM 1.09B
07 TWITTER.COM 661M
08 PIXIV.NET 483M
09 SYOSETU.COM 479M
10 GOOGLE.CO.JP 428M
01 GOOGLE.COM 3.26B
02 YAHOO.CO.JP 2.37B
03 YOUTUBE.COM 1.13B
04 TWITTER.COM 1.01B
05 NEWS.YAHOO.CO.JP 878M
06 AMAZON.CO.JP 628M
07 RAKUTEN.CO.JP 626M
08 WIKIPEDIA.ORG 479M
09 GOOGLE.CO.JP 383M
10 FC2.COM 338M
01 GOOGLE.COM 16M 23S
02 YOUTUBE.COM 18M 17S
03 YAHOO.CO.JP 10M 00S
04 AMAZON.CO.JP 08M 27S
05 GOOGLE.CO.JP 07M 01S
06 RAKUTEN.CO.JP 08M 41S
07 WIKIPEDIA.ORG 03M 46S
08 FACEBOOK.COM 18M 29S
09 YAHOO.COM 05M 28S
10 ZOOM.US 07M 37S
JAPAN
RANKINGS OF THE TOP 10 MOST VISITED WEBSITES, ACCORDING TO SEMRUSH, SIMILARWEB, AND ALEXA
PERSPECTIVES: JAPAN’S MOST VISITED WEBSITES
103
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
KEEPING UP TO DATE WITH NEWS AND EVENTS
FILLING UP SPARE TIME AND GENERAL BROWSING
WATCHING VIDEOS, TV SHOWS, OR MOVIES
RESEARCHING HOW TO DO THINGS
RESEARCHING PLACES, VACATIONS AND TRAVEL
RESEARCHING PRODUCTS AND BRANDS
STAYING IN TOUCH WITH FRIENDS AND FAMILY
ACCESSING OR LISTENING TO MUSIC
RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN
TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON
REASONS FOR USING THE INTERNET
104
JAN
2021
SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021). NOTES: THE GREY TEXT THAT APPEARS IN BRACKETS IN THE TABLES ABOVE DOES NOT APPEAR IN USERS’ ACTUAL SEARCHES, AND HAS
BEEN ADDED TO ASSIST NON-JAPANESE SPEAKERS UNDERSTAND WHAT SEARCH TERMS MEAN. GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE
VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 コロナ [CORONA] 100
02 天気 [WEATHER] 96
03 ヤフー [YAHOO] 38
04 ニュース [NEWS] 35
05 漫画 [MANGA] 35
06 楽天 [RAKUTEN] 31
07 YOUTUBE 31
08 マスク [MASK] 27
09 コロナウイルス [CORONAVIRUS] 19
10 AMAZON 19
1
1 インスタ [INSTAGRAM] 19
12 アニメ [ANIMÉ] 18
13 TWITTER 18
14 ツイッター [TWITTER] 18
15 YAHOO 17
16 アマゾン [AMAZON] 16
17 ポケモン [POKÉMON] 15
18 イオン [AEON] 15
19 GOOGLE 15
20 IPHONE 14
JAPAN
THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH BETWEEN 01 JANUARY AND 31 DECEMBER 2020
GOOGLE SEARCH: TOP QUERIES IN 2020
105 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
JAPAN UNDER-INDEXES FOR STAYING IN TOUCH
WITH FRIENDS AND FAMILY VIA THE INTERNET
106
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
KEEPING UP TO DATE WITH NEWS AND EVENTS
FILLING UP SPARE TIME AND GENERAL BROWSING
WATCHING VIDEOS, TV SHOWS, OR MOVIES
RESEARCHING HOW TO DO THINGS
RESEARCHING PLACES, VACATIONS AND TRAVEL
RESEARCHING PRODUCTS AND BRANDS
STAYING IN TOUCH WITH FRIENDS AND FAMILY
ACCESSING OR LISTENING TO MUSIC
RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN
TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON
REASONS FOR USING THE INTERNET
107 @ESKIMON
THIS MAY HELP TO EXPLAIN WHY JAPAN’S
SOCIAL MEDIA HABITS ARE SO DIFFERENT
108
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
KEEPING UP TO DATE WITH NEWS AND EVENTS
FILLING UP SPARE TIME AND GENERAL BROWSING
WATCHING VIDEOS, TV SHOWS, OR MOVIES
RESEARCHING HOW TO DO THINGS
RESEARCHING PLACES, VACATIONS AND TRAVEL
RESEARCHING PRODUCTS AND BRANDS
STAYING IN TOUCH WITH FRIENDS AND FAMILY
ACCESSING OR LISTENING TO MUSIC
RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN
TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON
REASONS FOR USING THE INTERNET
109 @ESKIMON
TRENDS IN ONLINE
SEARCH BEHAVIOURS
#4
55
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
USE A CONVENTIONAL
SEARCH ENGINE (ANY DEVICE)
USE VOICE SEARCH OR VOICE
COMMANDS (ANY DEVICE)
SEARCH FOR BRAND INFORMATION
ON SOCIAL MEDIA (ANY DEVICE)
USE IMAGE RECOGNITION
TOOLS (MOBILE DEVICES ONLY)
98.0% 45.3% 44.8% 32.9%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES
ONLINE SEARCH BEHAVIOURS
110
111 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
7 IN 10 GLOBAL INTERNET USERS NOW GO
BEYOND CONVENTIONAL SEARCH ENGINES TOO
35
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
USED A CONVENTIONAL
SEARCH ENGINE IN THE
PAST MONTH (ANY DEVICE)
USED VOICE SEARCH OR
VOICE COMMANDS IN THE
PAST MONTH (ANY DEVICE)
USE SOCIAL MEDIA AS A MAIN
SOURCE WHEN RESEARCHING
BRANDS (ANY DEVICE)
USED IMAGE RECOGNITION
TOOLS IN THE PAST MONTH
(MOBILE DEVICES ONLY)
97.5% 17.8% 26.2% 9.6%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH KIND OF TOOL OR PLATFORM* FOR ONLINE SEARCHES
ONLINE SEARCH BEHAVIOURS
112
56
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
58.1%
55.7%
51.9%
51.9%
49.3%
48.8%
45.3%
45.3%
45.3%
44.4%
42.0%
41.9%
40.2%
39.9%
39.5%
38.2%
37.1%
35.1%
34.8%
34.7%
34.4%
34.1%
32.8%
32.0%
31.4%
30.8%
29.4%
28.8%
26.2%
25.2%
23.9%
23.8%
23.7%
23.3%
22.0%
21.5%
21.4%
21.0%
20.9%
20.5%
19.5%
19.2%
17.8%
INDIA
CHINA
INDONESIA
MEXICO
TURKEY
THAILAND
SAUDI
ARABIA
U.A.E.
WORLDWIDE
VIETNAM
TAIWAN
COLOMBIA
BRAZIL
U.S.A.
PHILIPPINES
SOUTH
AFRICA
ITALY
ARGENTINA
EGYPT
SPAIN
HONG
KONG
MALAYSIA
AUSTRALIA
CANADA
U.K.
SINGAPORE
NEW
ZEALAND
IRELAND
FRANCE
RUSSIA
GERMANY
SWEDEN
ROMANIA
POLAND
BELGIUM
PORTUGAL
SOUTH
KOREA
NETHERLANDS
SWITZERLAND
AUSTRIA
ISRAEL
DENMARK
JAPAN
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
113
114 @ESKIMON
LOW LEVELS OF VOICE ADOPTION IN JAPAN MAY
BE THE RESULT OF COURTESY CONSIDERATIONS
115 @ESKIMON
SPEAKING ON THE PHONE IS A MAJOR
FAUX-PAS ON JAPAN PUBLIC TRANSPORT
116 @ESKIMON
SIGNS ENCOURAGING PEOPLE TO USE “MANNER
MODE” (I.E. SILENT) ARE UBIQUITOUS IN JAPAN
117 @ESKIMON
HOWEVER, VOICE INTERFACES ARE LIKELY TO
BECOME MORE COMMON AROUND THE WORLD
118 @ESKIMON
VOICE WILL BE PARTICULARLY USEFUL WHEN
IT COMES TO MORE ‘INTEGRATED’ INTERFACES
119 @ESKIMON
RUMOURS ABOUND THAT APPLE WILL LAUNCH
A ‘SMART GLASSES’ PRODUCT IN THE NEXT YEAR
212
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
61.9%
61.5%
60.5%
54.7%
51.4%
47.3%
46.2%
44.5%
44.4%
43.5%
40.3%
39.5%
37.0%
36.4%
35.5%
34.9%
34.0%
33.8%
33.7%
32.9%
31.7%
29.9%
29.7%
28.9%
28.9%
28.5%
27.0%
26.0%
24.8%
24.3%
22.4%
22.4%
22.3%
21.9%
21.7%
20.2%
20.0%
19.9%
19.3%
14.6%
14.2%
12.1%
10.4%
9.6%
9.2%
8.8%
8.5%
COLOMBIA
MEXICO
BRAZIL
ARGENTINA
THAILAND
INDONESIA
PORTUGAL
KENYA
VIETNAM
NIGERIA
PHILIPPINES
TAIWAN
ISRAEL
INDIA
SOUTH
AFRICA
SPAIN
ITALY
MALAYSIA
ROMANIA
WORLDWIDE
SAUDI
ARABIA
TURKEY
CHINA
POLAND
U.A.E.
EGYPT
HONG
KONG
GHANA
IRELAND
NEW
ZEALAND
CANADA
DENMARK
U.S.A.
RUSSIA
SINGAPORE
AUSTRALIA
SOUTH
KOREA
U.K.
SWEDEN
MOROCCO
SWITZERLAND
NETHERLANDS
BELGIUM
JAPAN
AUSTRIA
FRANCE
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
120
121 @ESKIMON
IMAGE RECOGNITION TOOLS ALLOW PEOPLE TO
USE IMAGES AND PHOTO AS SEARCH QUERIES
122 @ESKIMON • SOURCE: GWI (Q3 2020)
IMAGE RECOGNITION TOOLS ARE PARTICULARLY
POPULAR IN LATAM AND SOUTH-EAST ASIA
123 @ESKIMON
IMAGE RECOGNITION TOOLS OFFER ESPECIALLY
VALUABLE OPPORTUNITIES IN ECOMMERCE
124 @ESKIMON
AS COMPETITION INCREASES, MORE E-RETAILERS
MAY EMBRACE IMAGE RECOGNITION TOOLS
98
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
84.8%
82.9%
75.1%
66.3%
65.4%
65.1%
64.9%
64.7%
63.5%
62.6%
61.6%
60.0%
60.0%
59.5%
56.4%
55.5%
54.5%
52.1%
50.6%
49.1%
46.9%
45.3%
44.8%
44.2%
43.0%
42.5%
42.0%
41.7%
39.3%
34.9%
34.9%
34.3%
33.4%
33.3%
33.0%
32.4%
31.7%
31.5%
30.3%
28.4%
28.0%
28.0%
27.8%
26.3%
26.2%
26.2%
24.1%
KENYA
NIGERIA
GHANA
COLOMBIA
PHILIPPINES
INDONESIA
ARGENTINA
MEXICO
MOROCCO
VIETNAM
BRAZIL
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
EGYPT
THAILAND
TURKEY
U.A.E.
ISRAEL
INDIA
TAIWAN
POLAND
WORLDWIDE
HONG
KONG
PORTUGAL
SINGAPORE
RUSSIA
SPAIN
ROMANIA
AUSTRALIA
NEW
ZEALAND
CHINA
IRELAND
ITALY
SWEDEN
DENMARK
U.S.A.
CANADA
BELGIUM
SWITZERLAND
FRANCE
U.K.
AUSTRIA
SOUTH
KOREA
GERMANY
JAPAN
NETHERLANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
125
126 @ESKIMON
JAPAN’S TOP SOCIAL PLATFORMS (ESP. LINE)
AREN’T IDEALLY SUITED TO EVERYDAY SEARCH
127 @ESKIMON
AGE MAY ALSO PLAY AN IMPORTANT ROLE IN
SHAPING ADOPTION OF SOCIAL MEDIA SEARCH
128 @ESKIMON
AS SEARCH BEHAVIOURS CONTINUE TO EVOLVE,
SEARCH MARKETING WILL NEED TO EVOLVE TOO
129 @ESKIMON
BUT – AS IS SO OFTEN THE CASE – TRENDS IN
JAPAN MAY BE VERY DIFFERENT TO ELSEWHERE
130 @ESKIMON
MARKETERS IN JAPAN SHOULD FOCUS ON HOW
BEHAVIOURS IN THEIR LOCAL MARKET EVOLVE
131 @ESKIMON
HOWEVER
132 @ESKIMON
JAPANESE BRANDS ALSO NEED TO BE AWARE OF
GLOBAL TRENDS AND THEIR POTENTIAL IMPACT
73
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SEARCHED ONLINE FOR
A PRODUCT OR SERVICE
TO BUY (ANY DEVICE)
VISITED AN ONLINE
RETAIL SITE OR STORE
(ANY DEVICE)
USED A SHOPPING
APP ON A MOBILE
PHONE OR ON A TABLET
PURCHASED A
PRODUCT ONLINE
(ANY DEVICE)
PURCHASED A
PRODUCT ONLINE
VIA A MOBILE PHONE
81.6% 85.0% 48.4% 73.7% 32.1%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS PERFORMED EACH ACTIVITY IN THE PAST MONTH
ECOMMERCE ACTIVITY OVERVIEW
133
134 @ESKIMON
TRENDS IN JAPAN’S
ECOMMERCE BEHAVIOURS
#5
135 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM SEMRUSH, SIMILARWEB, AND ALEXA (MAR 2021)
ECOMMERCE PLATFORMS ARE SOME OF THE
MOST POPULAR DIGITAL PROPERTIES IN JAPAN
226
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
87.1%
85.5%
83.6%
82.9%
82.5%
81.6%
81.3%
80.9%
80.9%
80.2%
79.7%
79.7%
79.7%
79.3%
78.7%
78.4%
77.4%
77.4%
76.8%
76.7%
76.4%
76.2%
76.0%
75.0%
74.9%
74.8%
74.5%
74.4%
74.0%
73.7%
73.7%
73.6%
72.7%
72.7%
72.5%
70.9%
70.0%
69.1%
67.2%
67.1%
60.0%
57.7%
56.6%
INDONESIA
U.K.
THAILAND
MALAYSIA
POLAND
GERMANY
AUSTRIA
TAIWAN
U.S.A.
PHILIPPINES
ITALY
SINGAPORE
SOUTH
KOREA
SPAIN
VIETNAM
IRELAND
CHINA
SAUDI
ARABIA
WORLDWIDE
INDIA
MEXICO
NETHERLANDS
BRAZIL
TURKEY
AUSTRALIA
BELGIUM
SWITZERLAND
FRANCE
HONG
KONG
JAPAN
SWEDEN
CANADA
DENMARK
ROMANIA
ARGENTINA
NEW
ZEALAND
ISRAEL
PORTUGAL
U.A.E.
COLOMBIA
RUSSIA
SOUTH
AFRICA
EGYPT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION
136
74
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
45-54
35-44
25-34
16-24 55-64
PURCHASED A PRODUCT
ONLINE IN THE PAST
MONTH: 16-24 YEARS OLD
PURCHASED A PRODUCT
ONLINE IN THE PAST
MONTH: 25-34 YEARS OLD
PURCHASED A PRODUCT
ONLINE IN THE PAST
MONTH: 35-44 YEARS OLD
PURCHASED A PRODUCT
ONLINE IN THE PAST
MONTH: 45-54 YEARS OLD
PURCHASED A PRODUCT
ONLINE IN THE PAST
MONTH: 55-64 YEARS OLD
64.3% 74.0% 76.8% 76.0% 74.3%
JAPAN
PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP THAT MADE AN ONLINE PURCHASE IN THE PAST MONTH VIA ANY DEVICE
ECOMMERCE PURCHASES BY AGE GROUP
137
138 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
JAPAN’S ONLINE SHOPPERS HAVE DIFFERENT
DEVICE PREFERENCES TO THEIR GLOBAL PEERS
228
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
79.1%
74.2%
69.6%
68.4%
65.1%
64.3%
63.8%
61.4%
59.9%
57.3%
56.9%
55.4%
54.8%
54.0%
52.2%
51.1%
50.8%
48.7%
46.7%
46.5%
45.9%
45.1%
45.0%
42.9%
42.3%
41.7%
41.5%
40.1%
39.3%
38.9%
38.9%
38.9%
37.7%
37.5%
36.4%
36.1%
35.5%
35.5%
34.3%
34.3%
32.5%
32.1%
31.2%
INDONESIA
THAILAND
PHILIPPINES
MALAYSIA
SAUDI
ARABIA
CHINA
TAIWAN
VIETNAM
SOUTH
KOREA
INDIA
SINGAPORE
WORLDWIDE
TURKEY
MEXICO
HONG
KONG
U.A.E.
BRAZIL
U.S.A.
ITALY
U.K.
IRELAND
ARGENTINA
COLOMBIA
POLAND
SPAIN
ROMANIA
ISRAEL
EGYPT
NETHERLANDS
NEW
ZEALAND
SOUTH
AFRICA
SWEDEN
GERMANY
AUSTRIA
AUSTRALIA
PORTUGAL
CANADA
SWITZERLAND
DENMARK
FRANCE
RUSSIA
JAPAN
BELGIUM
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION
139
230
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
62.6%
57.5%
56.1%
55.5%
54.9%
53.5%
52.4%
52.3%
51.5%
51.5%
50.2%
50.1%
49.2%
48.3%
48.1%
48.0%
47.7%
47.5%
47.1%
47.1%
46.6%
45.2%
45.1%
44.7%
44.7%
41.7%
41.7%
41.0%
40.9%
40.3%
39.8%
39.0%
34.2%
33.6%
33.3%
29.7%
29.0%
28.1%
26.9%
25.1%
23.1%
22.1%
20.5%
POLAND
AUSTRIA
GERMANY
JAPAN
SPAIN
U.K.
SWITZERLAND
FRANCE
BELGIUM
TAIWAN
AUSTRALIA
U.S.A.
CANADA
IRELAND
SWEDEN
ISRAEL
ITALY
NEW
ZEALAND
ARGENTINA
DENMARK
PORTUGAL
ROMANIA
NETHERLANDS
BRAZIL
SINGAPORE
COLOMBIA
HONG
KONG
MEXICO
SOUTH
KOREA
RUSSIA
MALAYSIA
TURKEY
WORLDWIDE
SOUTH
AFRICA
VIETNAM
U.A.E.
PHILIPPINES
INDIA
INDONESIA
THAILAND
SAUDI
ARABIA
EGYPT
CHINA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH
MAKING ECOMMERCE PURCHASES VIA A COMPUTER
140
141
229
JAN
2021
63.0% 61.8% 60.5%
51.0%
38.0%
55.8%
58.1%
55.4%
46.9%
35.8%
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER
142 @ESKIMON
THIS MAY BE PARTLY DUE TO THE EXISTING
ECOMMERCE HABITS OF OLDER GENERATIONS
143 @ESKIMON
HOWEVER, SMARTPHONES’ SMALLER SCREENS
MAY ALSO BE AN IMPORTANT CONSIDERATION
45
JAN
2021
SOURCE: STATCOUNTER (JAN 2021), BASED ON WEB TRAFFIC IN DECEMBER 2020.
82.1%
79.4%
76.6%
76.6%
74.2%
70.5%
68.6%
66.9%
61.6%
60.5%
60.2%
59.1%
58.2%
57.5%
56.7%
56.1%
55.7%
55.7%
54.5%
53.3%
52.9%
52.9%
52.6%
52.2%
51.9%
51.3%
51.0%
50.8%
47.4%
47.3%
47.3%
47.0%
46.7%
45.8%
45.5%
45.4%
45.2%
44.2%
43.9%
41.4%
41.1%
40.1%
38.3%
38.0%
35.2%
31.0%
26.0%
NIGERIA
SOUTH
AFRICA
GHANA
INDIA
KENYA
TURKEY
EGYPT
INDONESIA
CHINA
U.A.E.
THAILAND
ARGENTINA
SINGAPORE
MALAYSIA
ISRAEL
MEXICO
IRELAND
WORLDWIDE
ROMANIA
MOROCCO
SAUDI
ARABIA
COLOMBIA
POLAND
SOUTH
KOREA
TAIWAN
PHILIPPINES
BRAZIL
SPAIN
U.S.A.
SWEDEN
HONG
KONG
ITALY
U.K.
NEW
ZEALAND
JAPAN
FRANCE
AUSTRALIA
GERMANY
AUSTRIA
SWITZERLAND
NETHERLANDS
VIETNAM
CANADA
BELGIUM
PORTUGAL
DENMARK
RUSSIA
PERCENTAGE OF ALL WEB PAGES SERVED TO WEB BROWSERS ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
!
144
28
JAN
2021
SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
45.5% 50.9% 3.4% 0.13%
+29% -17% +1.5% +18%
+1,025 BPS -1,032 BPS +5 BPS +2 BPS
JAPAN
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
SHARE OF WEB TRAFFIC BY DEVICE
THE FIGURES ON THIS CHART ARE BASED ON WEB TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER ICT-RELATED ACTIVITIES
!
145
146 @ESKIMON
MARKETERS AND RETAILERS NEED TO PAY CLOSE
ATTENTION TO EVOLVING DEVICE PREFERENCES
235
JAN
2021
SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020, EXCLUDING B2B SPEND. SEE
STATISTA.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
$2,012
$1,863
$1,697
$1,686
$1,518
$1,492
$1,404
$1,356
$1,312
$1,244
$1,206
$1,192
$1,177
$1,147
$1,128
$1,102
$1,078
$1,011
$858
$835
$785
$758
$703
$675
$619
$602
$376
$371
$341
$304
$283
$247
$245
$223
$219
$216
$202
$185
$132
$91
$84
$84
$79
$77
$70
$68
SOUTH
KOREA
SWITZERLAND
U.K.
U.S.A.
SWEDEN
AUSTRALIA
GERMANY
NETHERLANDS
DENMARK
HONG
KONG
CHINA
ISRAEL
FRANCE
CANADA
AUSTRIA
NEW
ZEALAND
JAPAN
IRELAND
U.A.E.
BELGIUM
SINGAPORE
SPAIN
WORLDWIDE
PORTUGAL
ITALY
POLAND
RUSSIA
MEXICO
MALAYSIA
TURKEY
ROMANIA
SAUDI
ARABIA
COLOMBIA
ARGENTINA
INDONESIA
THAILAND
BRAZIL
SOUTH
AFRICA
VIETNAM
PHILIPPINES
MOROCCO
INDIA
EGYPT
NIGERIA
KENYA
GHANA
AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020, IN U.S. DOLLARS
ECOMMERCE ARPU: CONSUMER GOODS
147
75
JAN
2021
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR ONLINE CONSUMER
SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.
 COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
DIGITAL
MUSIC
VIDEO
GAMES
TRAVEL, MOBILITY, &
ACCOMMODATION*
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
$16.32 $19.73 $1.15 $16.82
BILLION BILLION BILLION BILLION
$31.06 $23.93 $18.90 $25.77
BILLION BILLION BILLION BILLION
JAPAN
THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020, IN U.S. DOLLARS
ECOMMERCE SPEND BY CATEGORY
! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
148
76
JAN
2021
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-YEAR
ONLINE CONSUMER SPEND IN 2020 AND 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO
GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
DIGITAL
MUSIC
VIDEO
GAMES
TRAVEL, MOBILITY, &
ACCOMMODATION*
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
+15.9% +17.7% +20.0% +13.1%
-43.3% +13.5% +13.7% +31.7%
JAPAN
YEAR-ON-YEAR CHANGE IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020 vs. 2019
ECOMMERCE GROWTH BY CATEGORY
! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
149
150 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021)
FAST GROWTH IN THE GROCERY CATEGORY MAY
SIGNAL GOOD NEWS FOR ECOMMERCE OVERALL
151 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021)
INCREASES IN ONLINE GROCERY SHOPPING
OFTEN PRECEDE BROADER ECOMMERCE GROWTH
152 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021)
THIS MAY BE A RESULT OF THE HIGH FREQUENCY
ASSOCIATED WITH THE GROCERY CATEGORY
153 @ESKIMON • SOURCE: KEPIOS ANALYSIS (MAR 2021)
REGULAR USE MAY HELP
ONLINE CHANNELS ACHIEVE
GREATER SALIENCE, AND EVEN
BECOME ‘DEFAULT’ OPTIONS
PROVIDED EXPERIENCES ARE
FAVOURABLE, THIS CAN LEAD
TO INCREASED CONFIDENCE
IN ECOMMERCE OVERALL
THIS FREQUENCY ENABLES
PEOPLE TO BECOME MORE
FAMILIAR AND COMFORTABLE
WITH ONLINE SHOPPING
GROCERY IS OFTEN A HIGH-
FREQUENCY CATEGORY,
WITH MANY PEOPLE MAKING
WEEKLY GROCERY PURCHASES
TOP-OF-MIND
CONFIDENCE
FAMILIARITY
FREQUENCY
WHY GROCERY IS AN IMPORTANT DRIVER
154 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI’S CORONAVIRUS MULTI-MARKET STUDY (APRIL & JULY 2020)
COVID’S IMPACT ON ECOMMERCE BEHAVIOURS
WILL LIKELY ENDURE BEYOND THE PANDEMIC
155 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND GWI’S CORONAVIRUS MULTI-MARKET STUDIES (APR & JUL 2020)
BUT WE SHOULD EXPECT OTHER NEW DIGITAL
BEHAVIOURS TO ENDURE POST-COVID AS WELL
156 @ESKIMON
THE CHANGING FACE OF
ONLINE ENTERTAINMENT
#6
157
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
KEEPING UP TO DATE WITH NEWS AND EVENTS
FILLING UP SPARE TIME AND GENERAL BROWSING
WATCHING VIDEOS, TV SHOWS, OR MOVIES
RESEARCHING HOW TO DO THINGS
RESEARCHING PLACES, VACATIONS AND TRAVEL
RESEARCHING PRODUCTS AND BRANDS
STAYING IN TOUCH WITH FRIENDS AND FAMILY
ACCESSING OR LISTENING TO MUSIC
RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN
TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON
REASONS FOR USING THE INTERNET
158
MAR
2021
SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
98.6%
97.8%
97.6%
97.6%
97.4%
96.9%
96.8%
96.5%
96.5%
96.1%
95.8%
95.7%
95.6%
95.3%
95.1%
95.0%
94.9%
94.7%
94.3%
94.1%
93.6%
93.3%
92.9%
92.8%
92.6%
92.5%
91.8%
91.6%
91.6%
89.6%
89.3%
89.0%
88.8%
88.8%
88.6%
88.5%
87.4%
86.7%
85.9%
84.9%
83.5%
83.3%
81.3%
76.6%
PHILIPPINES
MEXICO
INDONESIA
TURKEY
THAILAND
INDIA
BRAZIL
HONG
KONG
SAUDI
ARABIA
VIETNAM
ARGENTINA
MALAYSIA
SOUTH
AFRICA
ISRAEL
COLOMBIA
TAIWAN
CHINA
GREECE
UAE
POLAND
SWEDEN
WORLDWIDE
ROMANIA
EGYPT
UK
SINGAPORE
NEW
ZEALAND
DENMARK
IRELAND
ITALY
FRANCE
AUSTRALIA
CANADA
PORTUGAL
AUSTRIA
USA
SWITZERLAND
BELGIUM
RUSSIA
SOUTH
KOREA
NETHERLANDS
GERMANY
SPAIN
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE SERVICE TO ACCESS TV OR VIDEO CONTENT IN THE PAST MONTH
STREAMING AND DOWNLOADING VIDEO CONTENT
159 @ESKIMON • SOURCE: GWI (Q3 2020)
JAPANESE PEOPLE SAY THEY SPEND LESS TIME
WATCHING STREAMING TV THAN GLOBAL PEERS
60
JAN
2021
29.5%
31.7%
36.5%
39.0%
41.1% 42.2%
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE
ABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+7.3% +15.1% +6.9% +5.3% +2.6%
DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV
STREAMING TV’S SHARE OF DAILY TV WATCH TIME
160
161
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
52.6%
52.2%
51.4%
51.0%
48.8%
45.2%
43.0%
42.9%
42.2%
41.9%
41.9%
41.7%
40.3%
39.0%
38.3%
38.0%
37.8%
37.6%
35.9%
35.7%
35.6%
35.3%
35.2%
35.2%
35.1%
35.0%
34.5%
34.4%
34.4%
32.1%
31.8%
30.6%
30.3%
29.8%
29.0%
28.6%
27.5%
27.3%
27.2%
26.9%
23.7%
23.6%
14.2%
CHINA
U.A.E.
SAUDI
ARABIA
INDIA
VIETNAM
THAILAND
EGYPT
PHILIPPINES
WORLDWIDE
SINGAPORE
TAIWAN
MALAYSIA
IRELAND
MEXICO
SOUTH
AFRICA
DENMARK
NEW
ZEALAND
BRAZIL
HONG
KONG
SWEDEN
SPAIN
INDONESIA
AUSTRALIA
TURKEY
U.S.A.
CANADA
ARGENTINA
U.K.
COLOMBIA
AUSTRIA
GERMANY
POLAND
ISRAEL
ITALY
RUSSIA
NETHERLANDS
ROMANIA
PORTUGAL
SWITZERLAND
SOUTH
KOREA
FRANCE
BELGIUM
JAPAN
DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV
STREAMING TV’S SHARE OF DAILY TV WATCH TIME
252
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES,
MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS.
84.8%
83.3%
82.4%
78.7%
76.0%
74.6%
73.4%
72.5%
71.6%
71.5%
70.4%
70.3%
70.3%
69.9%
68.9%
67.4%
67.4%
67.1%
66.8%
66.6%
66.0%
64.9%
64.9%
64.6%
63.9%
63.8%
62.9%
62.7%
62.3%
62.2%
61.9%
61.8%
61.7%
61.7%
60.3%
59.7%
58.8%
57.6%
56.9%
56.4%
55.6%
48.7%
46.0%
44.4%
44.3%
42.6%
32.4%
CHINA
MEXICO
VIETNAM
INDIA
BRAZIL
NIGERIA
ARGENTINA
WORLDWIDE
U.S.A.
KENYA
SAUDI
ARABIA
SWEDEN
THAILAND
SOUTH
AFRICA
IRELAND
GERMANY
PHILIPPINES
DENMARK
INDONESIA
AUSTRALIA
U.K.
AUSTRIA
COLOMBIA
NEW
ZEALAND
SPAIN
CANADA
U.A.E.
GHANA
MALAYSIA
TURKEY
SOUTH
KOREA
POLAND
ITALY
NETHERLANDS
SWITZERLAND
HONG
KONG
MOROCCO
SINGAPORE
EGYPT
TAIWAN
FRANCE
BELGIUM
ISRAEL
ROMANIA
JAPAN
PORTUGAL
RUSSIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH
PAYING FOR DIGITAL CONTENT
162
163 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
TV STREAMING SERVICES ARE THE MOST POPULAR
FORM OF PAID DIGITAL CONTENT IN JAPAN
164 @ESKIMON • SOURCE: GWI (Q3 2020)
FEWER THAN 1 IN 5 JAPANESE INTERNET USERS
PAYS FOR A TV OR MOVIE STREAMING SERVICE
165 @ESKIMON
62
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
96.6%
95.8%
94.5%
93.0%
92.8%
92.5%
92.1%
92.0%
90.9%
90.7%
88.9%
88.6%
87.3%
87.1%
86.9%
86.6%
86.3%
85.9%
85.1%
83.6%
82.5%
82.5%
82.3%
81.9%
81.8%
81.3%
80.1%
80.0%
79.3%
78.8%
77.8%
77.7%
75.5%
75.1%
74.9%
74.8%
74.6%
74.6%
74.6%
74.5%
74.3%
74.3%
74.2%
THAILAND
PHILIPPINES
INDONESIA
MEXICO
INDIA
TURKEY
VIETNAM
TAIWAN
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
CHINA
BRAZIL
ARGENTINA
WORLDWIDE
HONG
KONG
COLOMBIA
U.A.E.
EGYPT
SOUTH
KOREA
POLAND
SPAIN
ROMANIA
PORTUGAL
SINGAPORE
ITALY
ISRAEL
FRANCE
U.S.A.
RUSSIA
NEW
ZEALAND
SWITZERLAND
CANADA
BELGIUM
NETHERLANDS
DENMARK
AUSTRIA
JAPAN
SWEDEN
AUSTRALIA
IRELAND
U.K.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
166
167
JAN
2021
87.1%
83.2%
76.1%
56.4%
53.1%
94.3% 92.9%
87.3%
74.1%
60.8%
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
JAPAN
PERCENTAGE OF JAPANESE INTERNET USERS WHO PLAY VIDEO GAMES (ANY DEVICE)
PLAYING VIDEO GAMES BY AGE & GENDER
168 @ESKIMON
VIDEO GAMES ARE STILL A COMPELLING
OPPORTUNITY FOR MARKETERS IN JAPAN
37
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
14.1% 23.7% 4.4% 4.7%
74.6% 53.0% 38.6% 34.4%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT PLAYS VIDEO GAMES ON EACH KIND OF DEVICE
PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
169
170 @ESKIMON
THE INFLUENCE OF DIFFERENT
MARKETING CHANNELS
#7
171
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
VALUES FOR JAPAN
GLOBAL VALUES
42.3%
34.0%
29.0%
27.8%
25.7%
23.8%
21.9%
20.4%
20.0%
16.4%
33.9%
32.6%
29.4%
21.1%
27.6%
26.0%
25.3%
24.4%
24.2%
24.0%
SEARCH ENGINES
ADS SEEN ON TV
TV SHOWS AND FILMS
PRODUCT COMPARISON WEBSITES
ONLINE RETAIL WEBSITES
BRAND AND PRODUCT WEBSITES
ADS SEEN ON WEBSITES
WORD-OF-MOUTH RECOMMENDATIONS
CONSUMER REVIEW SITES
IN-STORE DISPLAYS OR PROMOTIONS
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS THROUGH EACH MEDIUM OR ACTIVITY
TOP SOURCES OF NEW BRAND DISCOVERY
172 @ESKIMON • SOURCE: GWI (Q3 2020)
ADS ON SOCIAL MEDIA ARE A TOP SOURCE
OF BRAND DISCOVERY AT A GLOBAL LEVEL
173 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
BUT SOCIAL ADS DON’T EVEN RANK IN JAPAN’S
TOP 10 CHANNELS FOR NEW BRAND DISCOVERY
174 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
ONLINE CHANNELS ACCOUNT FOR 6 OF THE TOP
10 CHANNELS FOR BRAND DISCOVERY IN JAPAN
175 @ESKIMON • SOURCE: GWI (Q3 2020)
40% OF JAPAN’S INTERNET USERS DISCOVER
NEW BRANDS THROUGH SEARCH ENGINES
176 @ESKIMON
TAKEAWAY
177 @ESKIMON
DIGITAL CHANNELS SHOULD PLAY A CENTRAL
ROLE IN JAPANESE BRANDS’ MARKETING MIX
265
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
75.7%
74.1%
73.9%
72.9%
71.2%
70.8%
69.1%
68.2%
67.6%
67.4%
67.2%
67.0%
66.6%
65.2%
64.9%
63.7%
63.7%
63.5%
63.4%
61.5%
61.3%
61.3%
61.3%
60.7%
60.6%
59.8%
59.3%
58.8%
58.6%
58.5%
58.2%
57.7%
57.4%
56.5%
55.6%
55.2%
55.1%
54.5%
54.4%
53.6%
53.0%
52.7%
51.6%
51.4%
46.4%
42.8%
35.9%
BRAZIL
PHILIPPINES
INDONESIA
TURKEY
KENYA
ARGENTINA
ROMANIA
MALAYSIA
AUSTRIA
MEXICO
PORTUGAL
ISRAEL
SOUTH
KOREA
COLOMBIA
SOUTH
AFRICA
NIGERIA
SPAIN
NEW
ZEALAND
POLAND
TAIWAN
IRELAND
ITALY
SWITZERLAND
NETHERLANDS
U.K.
SINGAPORE
GERMANY
SWEDEN
CANADA
THAILAND
AUSTRALIA
SAUDI
ARABIA
RUSSIA
VIETNAM
WORLDWIDE
U.S.A.
JAPAN
BELGIUM
FRANCE
U.A.E.
DENMARK
HONG
KONG
EGYPT
INDIA
GHANA
CHINA
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE
ONLINE PRODUCT RESEARCH
178
179
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
VALUES FOR JAPAN
GLOBAL VALUES
60.6%
37.5%
35.4%
31.5%
26.2%
17.8%
17.1%
14.6%
12.4%
10.7%
53.1%
30.5%
36.4%
39.3%
44.8%
21.2%
21.8%
20.9%
21.1%
14.7%
SEARCH ENGINES
PRICE COMPARISON WEBSITES
PRODUCT AND BRAND SITES
CONSUMER REVIEWS
SOCIAL NETWORKS
BLOGS ON PRODUCTS AND BRANDS
VIDEO SITES
DISCOUNT VOUCHER SITES
QUESTION & ANSWER SITES
MICROBLOGS*
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE WHEN RESEARCHING BRANDS
PRIMARY CHANNELS FOR BRAND RESEARCH
180
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
VALUES FOR JAPAN
GLOBAL VALUES
63.1%
18.1%
13.4%
13.4%
11.2%
9.5%
9.5%
8.7%
7.4%
6.0%
50.4%
21.9%
15.5%
23.2%
21.9%
14.0%
24.8%
13.9%
13.6%
17.5%
READ AN EMAIL OR NEWSLETTER FROM A BRAND
CLICKED ON AN AD AT THE TOP OR SIDE OF A WEBSITE
FOLLOWED A BRAND ON A SOCIAL NETWORK
VISITED A BRAND’S SOCIAL NETWORK PAGE
READ A BRANDED BLOG
WATCHED A VIDEO MADE BY A BRAND
PLAYED A BRANDED GAME
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
DOWNLOADED OR USED A BRANDED APP
VISITED A BRAND’S WEBSITE
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PERFORMED EACH ACTION ONLINE IN THE PAST MONTH
TOP FORMS OF ONLINE BRAND INTERACTION
181 @ESKIMON
BRANDED VIDEO STILL OFFERS VALUABLE
MARKETING OPPORTUNITIES IN JAPAN
182 @ESKIMON
HOWEVER, RESULTS FOR VIDEO MARKETING IN
JAPAN MAY NOT MATCH GLOBAL BENCHMARKS
183 @ESKIMON • SOURCE: GWI (Q3 2020)
JUST 1 IN 20 JAPANESE INTERNET USERS SAY
THEY CLICK ON SOCIAL MEDIA ADVERTISEMENTS
184 @ESKIMON
MARKETERS REPORTING TO GLOBAL TEAMS MAY
WANT TO USE THESE STATS TO SET EXPECTATIONS
185 @ESKIMON
BUT WHAT ELSE DO ALL OF THESE STATS
MEAN FOR YOU AND FOR YOUR MARKETING?
186 @ESKIMON
PANEL
DISCUSSION
187 @ESKIMON
1.	ESSENTIAL GLOBAL HEADLINES AND TRENDS
2.	THE STATE OF DIGITAL IN JAPAN IN 2021
3.	THE PECULIARITIES OF JAPANESE SOCIAL MEDIA
4.	MAKING SENSE OF JAPAN’S WEB BEHAVIOURS
5.	THE EVOLUTION OF ONLINE SEARCH
6.	ONLINE SHOPPING TRENDS IN JAPAN
7.	ONLINE ENTERTAINMENT: VIDEO AND GAMING
8.	DIGITAL CHANNELS FOR MARKETING
9.	PANEL DISCUSSION AND Q&A
RECAP OF TODAY’S SESSION
Q&A
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM

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Japan's Unique Digital Behaviours

  • 1. MAKING SENSE OF DIGITAL BEHAVIOURS IN THE LAND OF THE RISING SUN DIGITAL 2021 JAPAN SIMON KEMP • • 25 MARCH 2021
  • 3.
  • 4. DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE GLOBAL OVERVIEW REPORT
  • 6. 6 @ESKIMON WORKING WITH NGOS AND NON-PROFITS TO IDENTIFY EFFICIENT AND EFFECTIVE WAYS TO DELIVER DIGITAL IMPACT HELPING GOVERNMENTS AROUND THE WORLD MAKE SENSE OF HOW THEIR CITIZENS USE CONNECTED TECHNOLOGY ADVISING THE WORLD’S TOP INVESTMENT BANKS AND VCS ON PEOPLE’S EVOLVING CONNECTED BEHAVIOURS HELPING MARKETING TEAMS TO UNDERSTAND DIGITAL TRENDS AND PRIORITISE INVESTMENTS OF TIME, EFFORT, AND MONEY NGOS GOVERNMENTS INVESTORS MARKETERS KEPIOS HELPS THE WORLD MAKE SENSE OF DIGITAL
  • 8. 8 @ESKIMON 1. ESSENTIAL GLOBAL HEADLINES AND TRENDS 2. THE STATE OF DIGITAL IN JAPAN IN 2021 3. THE PECULIARITIES OF JAPANESE SOCIAL MEDIA 4. MAKING SENSE OF JAPAN’S WEB BEHAVIOURS 5. THE EVOLUTION OF ONLINE SEARCH 6. ONLINE SHOPPING TRENDS IN JAPAN 7. ONLINE ENTERTAINMENT: VIDEO AND GAMING 8. DIGITAL CHANNELS FOR MARKETING 9. PANEL DISCUSSION AND Q&A TODAY’S SESSION
  • 11. 8 JAN 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS* ACTIVE SOCIAL MEDIA USERS* 7.83 5.22 4.66 4.20 BILLION BILLION BILLION BILLION 56.4% 66.6% 59.5% 53.6% DIGITAL AROUND THE WORLD ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 11
  • 12. 12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) HOWEVER, DIGITAL CONNECTIVITY STILL ISN’T EVENLY DISTRIBUTED AROUND THE WORLD
  • 13. OCEANIA SOUTH-EASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 26 JAN 2021 SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME. 71% 69% 68% 42% 57% 74% 62% 24% 26% 42% 56% 82% 86% 93% 96% 72% 62% 67% 90% NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION INTERNET USERS vs. TOTAL POPULATION BY REGION ! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 13
  • 14. 14 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) BUT LEVELS OF DIGITAL ADOPTION HAVE BEEN GROWING QUICKLY IN RECENT MONTHS
  • 15. 9 JAN 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS* ACTIVE SOCIAL MEDIA USERS* +1.0% +1.8% +7.3% +13.2% +81 MILLION +93 MILLION +316 MILLION +490 MILLION GLOBAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 15
  • 16. 16 @ESKIMON @ESKIMON • SOURCE: ITU (DEC 020) COVID-19 HAS SEVERELY LIMITED RESEARCH INTO INTERNET USE
  • 17. 17 @ESKIMON @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) AN UPWARD CORRECTION IN INTERNET USER NUMBERS IS LIKELY WHEN RESEARCH RESUMES
  • 18. 18 @ESKIMON SOCIAL MEDIA USER GROWTH REPRESENTS ONE OF THIS YEAR’S BIGGEST HEADLINES
  • 19. 19 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) 490 MILLION NEW SOCIAL MEDIA USERS IN THE PAST YEAR
  • 20. 20 @ESKIMON @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021) AN AVERAGE OF MORE THAN 15 NEW USERS JOINED SOCIAL MEDIA EVERY SECOND IN 2020
  • 21. 21 @ESKIMON BUT IMPRESSIVE HEADLINES AREN’T RESTRICTED TO USER NUMBERS
  • 22. 22 @ESKIMON @ESKIMON • SOURCE: GWI (Q3 2020) PEOPLE ARE SPENDING MORE TIME THAN EVER USING CONNECTED TECHNOLOGIES
  • 23. 23 @ESKIMON @ESKIMON • SOURCE: GWI (Q3 2020) 7 HOURS A DAY
  • 24. 24 @ESKIMON @ESKIMON • SOURCE: GWI (Q3 2020) 48+ HOURS EACH WEEK
  • 25. 25 @ESKIMON @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020), BASED ON THE ASSUMPTION THAT PEOPLE SLEEP BETWEEN 7 AND 8 HOURS PER DAY THE AVERAGE INTERNET USER NOW SPENDS OVER 40% OF THEIR WAKING LIFE ONLINE
  • 26. 26 @ESKIMON • SOURCE: GWI (Q3 2020) GLOBALLY, PEOPLE NOW SPEND TWICE AS MUCH TIME USING THE INTERNET AS WATCHING TV
  • 27. 27 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) BUT CONNECTIVITY IS RESHAPING TV HABITS TOO, ESPECIALLY WITH THE RISE OF STREAMING
  • 28. 60 JAN 2021 29.5% 31.7% 36.5% 39.0% 41.1% 42.2% SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE ABSOLUTE CHANGE. Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020 +7.3% +15.1% +6.9% +5.3% +2.6% DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV STREAMING TV’S SHARE OF DAILY TV WATCH TIME 28
  • 29. 29 @ESKIMON • SOURCE: GWI (Q4 2020) 98% OF THE WORLD’S INTERNET USERS ADMIT TO ‘SECOND SCREENING’ WHILE WATCHING TV
  • 30. 208 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE. SHOPPING APPS MAP APPS BANKING AND FINANCIAL SERVICES APPS HEALTH, FITNESS, AND NUTRITION APPS DATING AND FRIENDSHIP APPS* CHAT APPS (MESSENGERS) SOCIAL NETWORKING APPS ENTERTAINMENT AND VIDEO APPS MUSIC APPS GAME APPS 69.4% 61.8% 38.7% 29.4% 11.4% 90.7% 88.4% 67.2% 52.9% 52.0% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH USE OF MOBILE APPS BY CATEGORY 30
  • 31. 31 @ESKIMON DIGITAL HAS BECOME AN ESSENTIAL PART OF EVERYDAY LIFE FOR PEOPLE EVERYWHERE
  • 32. 66 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. SHOPPING APPS MAP APPS BANKING AND FINANCIAL SERVICES APPS HEALTH, FITNESS, AND NUTRITION APPS DATING AND FRIENDSHIP APPS CHAT APPS (MESSENGERS) SOCIAL NETWORKING APPS ENTERTAINMENT AND VIDEO APPS MUSIC APPS GAME APPS 48.4% 56.5% 24.7% 12.9% 3.9% 75.3% 74.7% 58.1% 34.0% 39.2% JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH TYPE OF MOBILE APP EACH MONTH USE OF MOBILE APPS BY CATEGORY 32
  • 34. 34 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021) DIGITAL BEHAVIOURS IN JAPAN ARE OFTEN VERY DIFFERENT TO THOSE WE SEE ELSEWHERE
  • 36. 36 @ESKIMON AN OVERVIEW OF DIGITAL IN JAPAN #1
  • 37. 37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES INCLUDING THE ITU (JAN 2021) AND GWI (Q3 2020) JAPAN HAS ONE OF THE HIGHEST LEVELS OF INTERNET CONNECTIVITY IN THE WORLD
  • 38. 17 JAN 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS. URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION: TOTAL POPULATION MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 126.3 201.1 117.4 93.80 MILLION MILLION MILLION MILLION 91.8% 159.3% 93.0% 74.3% JAPAN ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS ! JAPAN 38
  • 39. 39 28 JAN 2021 SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N. NOTE: VALUES HAVE BEEN CAPPED AT 99%. ADVISORY: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS. 99.0% 98.1% 98.0% 97.0% 97.0% 96.0% 96.0% 95.7% 94.0% 94.0% 94.0% 93.0% 92.0% 91.0% 91.0% 91.0% 91.0% 90.0% 90.0% 90.0% 89.0% 89.0% 88.0% 85.0% 84.5% 84.2% 84.2% 83.7% 80.7% 80.0% 77.7% 75.0% 74.4% 73.7% 71.0% 70.3% 69.5% 68.0% 67.0% 65.2% 64.0% 59.5% 57.3% 50.0% 50.0% 45.0% 40.0% U.A.E. DENMARK SWEDEN SOUTH KOREA SWITZERLAND NETHERLANDS U.K. SAUDI ARABIA CANADA GERMANY NEW ZEALAND JAPAN HONG KONG BELGIUM FRANCE IRELAND SPAIN SINGAPORE TAIWAN U.S.A. AUSTRALIA AUSTRIA ISRAEL RUSSIA POLAND PORTUGAL MALAYSIA ITALY ROMANIA ARGENTINA TURKEY BRAZIL MOROCCO INDONESIA MEXICO VIETNAM THAILAND COLOMBIA PHILIPPINES CHINA SOUTH AFRICA WORLDWIDE EGYPT GHANA NIGERIA INDIA KENYA PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET INTERNET ADOPTION BY COUNTRY
  • 40. 18 JAN 2021 SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS. JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 TOTAL POPULATION MOBILE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS -0.3% +3.1% +0.8% +4.9% -405 THOUSAND +6.1 MILLION +890 THOUSAND +4.4 MILLION JAPAN ANNUAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN KEY INDICATORS OF DIGITAL ADOPTION CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS ! 40
  • 41. 41 @ESKIMON • SOURCE: GWI (Q3 2020) DESPITE HIGH LEVELS OF ADOPTION, JAPANESE PEOPLE SPEND RELATIVELY LITTLE TIME ONLINE
  • 42. 34 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 10:56 10:08 10:07 10:06 09:39 09:17 09:01 08:52 08:44 08:08 08:07 07:57 07:52 07:45 07:36 07:27 07:26 07:24 07:20 07:15 07:11 06:54 06:47 06:44 06:39 06:36 06:30 06:26 06:26 06:22 06:15 06:13 06:11 05:46 05:40 05:37 05:37 05:28 05:28 05:26 05:22 05:16 04:25 PHILIPPINES BRAZIL COLOMBIA SOUTH AFRICA ARGENTINA MALAYSIA MEXICO INDONESIA THAILAND TAIWAN SINGAPORE TURKEY RUSSIA SAUDI ARABIA EGYPT ISRAEL ROMANIA U.A.E. PORTUGAL HONG KONG U.S.A. WORLDWIDE VIETNAM POLAND NEW ZEALAND INDIA IRELAND CANADA U.K. ITALY SWEDEN AUSTRALIA SPAIN AUSTRIA SWITZERLAND FRANCE SOUTH KOREA BELGIUM NETHERLANDS GERMANY CHINA DENMARK JAPAN AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE DAILY TIME SPENT USING THE INTERNET 42
  • 43. 43 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020) JAPANESE PEOPLE SPEND 35% LESS TIME ONLINE EACH DAY THAN THE WORLDWIDE AVERAGE
  • 44. 44 @ESKIMON THE NUMBERS FOR SOCIAL MEDIA USE ARE PERHAPS EVEN MORE INTERESTING
  • 45. 45 83 JAN 2021 SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH. VALUES CAPPED AT 99%. NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. 99.0% 89.3% 88.1% 88.0% 86.0% 85.6% 84.9% 84.4% 83.6% 82.1% 82.0% 81.8% 80.7% 80.0% 79.9% 79.9% 79.3% 79.3% 78.7% 78.7% 78.1% 77.9% 77.2% 76.6% 76.4% 76.4% 76.0% 75.9% 74.3% 73.7% 72.3% 70.8% 70.3% 68.5% 67.9% 67.8% 64.6% 62.6% 61.8% 59.3% 53.6% 47.4% 41.9% 32.3% 26.1% 20.2% 15.8% U.A.E. SOUTH KOREA TAIWAN NETHERLANDS MALAYSIA HONG KONG CANADA SINGAPORE DENMARK SWEDEN NEW ZEALAND SWITZERLAND PHILIPPINES SPAIN AUSTRALIA AUSTRIA ARGENTINA SAUDI ARABIA GERMANY THAILAND ISRAEL U.K. MEXICO PORTUGAL IRELAND COLOMBIA BELGIUM FRANCE JAPAN VIETNAM U.S.A. TURKEY BRAZIL POLAND ITALY RUSSIA CHINA ROMANIA INDONESIA MOROCCO WORLDWIDE EGYPT SOUTH AFRICA INDIA GHANA KENYA NIGERIA ACTIVE SOCIAL MEDIA USERS* AS A PERCENTAGE OF THE TOTAL POPULATION SOCIAL MEDIA USERS vs. TOTAL POPULATION ! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO SOURCE CHANGES.
  • 46. 90 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 04:15 03:45 03:42 03:42 03:41 03:32 03:27 03:22 03:14 03:08 03:06 03:06 03:01 02:57 02:55 02:48 02:29 02:28 02:25 02:25 02:21 02:18 02:17 02:16 02:07 02:04 01:59 01:57 01:56 01:55 01:55 01:54 01:54 01:52 01:49 01:48 01:46 01:46 01:45 01:41 01:41 01:25 01:24 01:24 01:22 01:08 00:51 PHILIPPINES COLOMBIA BRAZIL KENYA NIGERIA SOUTH AFRICA MEXICO ARGENTINA INDONESIA GHANA EGYPT SAUDI ARABIA MALAYSIA TURKEY U.A.E. THAILAND MOROCCO RUSSIA WORLDWIDE INDIA VIETNAM PORTUGAL SINGAPORE ROMANIA U.S.A. CHINA POLAND HONG KONG TAIWAN IRELAND NEW ZEALAND ISRAEL SPAIN ITALY U.K. SWEDEN AUSTRALIA CANADA BELGIUM DENMARK FRANCE SWITZERLAND GERMANY NETHERLANDS AUSTRIA SOUTH KOREA JAPAN AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY DAILY TIME SPENT USING SOCIAL MEDIA 46
  • 47. 47 @ESKIMON CULTURAL NORMS PLAY AN IMPORTANT ROLE IN SHAPING HOW PEOPLE RESPOND TO SURVEYS
  • 48. 48 @ESKIMON • SOURCE: GWI (Q3 2020) JAPANESE PEOPLE SAY THAT THEY SPEND LESS THAN AN HOUR ON SOCIAL MEDIA EACH DAY
  • 49. 49 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020) THE TYPICAL JAPANESE USER SPENDS 65% LESS TIME USING SOCIAL THAN THE GLOBAL AVERAGE
  • 50. 50 @ESKIMON • SOURCE: GWI (Q3 2020) PEOPLE IN JAPAN SPEND AN AVERAGE OF JUST 51 MINUTES PER DAY USING SOCIAL MEDIA PEOPLE IN THE PHILIPPINES SPEND AN AVERAGE OF 255 MINUTES PER DAY USING SOCIAL MEDIA vs 0H 51M 4H 15M DAILY TIME SPENT USING SOCIAL MEDIA
  • 51. 51 @ESKIMON BUT DO THESE LOW LEVELS OF TIME SPENT MEAN DIGITAL IS LESS OF AN OPPORTUNITY IN JAPAN?
  • 52. 52 @ESKIMON GOOD NEWS: DATA FOR TELEVISION VIEWING PUTS THE DIGITAL FINDINGS INTO PERSPECTIVE
  • 53. 53 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 04:42 04:13 04:08 04:04 04:02 04:01 04:01 03:55 03:30 03:30 03:30 03:27 03:24 03:23 03:22 03:21 03:21 03:20 03:18 03:16 03:16 03:13 03:13 03:12 03:08 03:06 03:05 03:04 03:04 03:02 03:02 02:56 02:55 02:51 02:50 02:50 02:47 02:42 02:42 02:40 02:35 02:28 02:21 U.S.A. SAUDI ARABIA SOUTH AFRICA COLOMBIA BRAZIL MEXICO U.K. ARGENTINA AUSTRALIA PHILIPPINES THAILAND FRANCE WORLDWIDE CANADA SPAIN GERMANY IRELAND ROMANIA ITALY INDIA POLAND RUSSIA TURKEY CHINA NEW ZEALAND EGYPT NETHERLANDS DENMARK U.A.E. BELGIUM SWEDEN PORTUGAL MALAYSIA SOUTH KOREA HONG KONG INDONESIA SINGAPORE AUSTRIA SWITZERLAND VIETNAM ISRAEL TAIWAN JAPAN AVERAGE AMOUNT OF TIME PER DAY (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND WATCHING TELEVISION DAILY TIME SPENT WATCHING TELEVISION
  • 55. 55 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) PEOPLE IN JAPAN SIGNIFICANTLY UNDER-INDEX FOR TIME SPENT WITH MOST KINDS OF MEDIA
  • 56. 56 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AS WELL AS PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO. TIME SPENT LISTENING TO MUSIC STREAMING SERVICES TIME SPENT LISTENING TO BROADCAST RADIO TIME SPENT LISTENING TO PODCASTS TIME SPENT PLAYING VIDEO GAMES ON A GAMES CONSOLE TIME SPENT USING THE INTERNET (ALL DEVICES) TIME SPENT WATCHING TELEVISION (BROADCAST AND STREAMING) TIME SPENT USING SOCIAL MEDIA TIME SPENT READING PRESS MEDIA (ONLINE AND PHYSICAL PRINT) 0H 28M 0H 29M 0H 11M 0H 34M GLOBAL: 1H 31M GLOBAL: 1H 00M GLOBAL: 0H 54M GLOBAL: 1H 12M 4H 25M 2H 21M 0H 51M 0H 41M GLOBAL: 6H 54M GLOBAL: 3H 24M GLOBAL: 2H 25M GLOBAL: 2H 02M JAPAN DAILY TIME SPENT ON MEDIA THE AVERAGE DAILY TIME* THAT INTERNET USERS AGED 16 TO 64 SPEND ON DIFFERENT KINDS OF MEDIA AND DEVICES
  • 57. 57 @ESKIMON • SOURCE: GWI (Q3 2020) CRITICALLY, JAPANESE PEOPLE SPEND ALMOST TWICE AS MUCH TIME ONLINE AS WATCHING TV
  • 58. 58 @ESKIMON GLOBAL COMPARISONS CAN BE MISLEADING; DIGITAL IS A PRIME OPPORTUNITY IN JAPAN
  • 59. 59 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES, COMPARED TO POPULATION DATA FROM THE UN AND US CENSUS BUREAU THE AGE STRUCTURE OF JAPAN’S POPULATION PLAYS A KEY ROLE IN SHAPING DIGITAL TRENDS
  • 60. 17 JAN 2021 SOURCES: DATA PUBLISHED BY THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES (ALL ACCESSED JAN 2021). 48.6 47.5 46.3 45.8 45.1 44.9 44.0 43.6 43.4 43.3 43.1 42.7 42.5 42.4 42.3 42.0 41.9 41.2 41.1 40.6 40.3 39.7 38.6 38.4 38.4 38.1 38.0 33.7 32.7 32.6 31.9 31.7 31.6 31.5 31.0 30.5 30.5 29.9 29.7 29.3 28.6 27.7 25.8 24.7 21.6 20.3 18.1 JAPAN ITALY PORTUGAL GERMANY SPAIN HONG KONG SOUTH KOREA AUSTRIA NETHERLANDS ROMANIA SWITZERLAND TAIWAN SINGAPORE FRANCE DENMARK BELGIUM POLAND CANADA SWEDEN U.K. THAILAND RUSSIA CHINA IRELAND U.S.A. NEW ZEALAND AUSTRALIA BRAZIL VIETNAM U.A.E. SAUDI ARABIA TURKEY ARGENTINA COLOMBIA WORLDWIDE ISRAEL MALAYSIA INDONESIA MOROCCO MEXICO INDIA SOUTH AFRICA PHILIPPINES EGYPT GHANA KENYA NIGERIA THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN EACH COUNTRY OR REGION MEDIAN AGE BY COUNTRY 60
  • 61. 61 @ESKIMON DIGITAL SUCCESS IN JAPAN MAY REQUIRE QUITE A DIFFERENT APPROACH vs. OTHER COUNTRIES
  • 62. 62 @ESKIMON SOCIAL MEDIA IN JAPAN: A TOTALLY DIFFERENT WORLD? #2
  • 63. 93 JAN 2021 SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS. *NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER. 2,740 2,291 2,000 1,300 1,221 1,213 689 617 600 511 500 498 481 442 430 353 300 FACEBOOK1 YOUTUBE2 WHATSAPP1 FB MESSENGER1 * INSTAGRAM2 WEIXIN / WECHAT1 TIKTOK1 QQ1 DOUYIN1 ** SINA WEIBO1 TELEGRAM1 SNAPCHAT2 KUAISHOU1 PINTEREST1 REDDIT1 * TWITTER2 QUORA1 * DATA UPDATED TO: 25 JANUARY 2021 THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS* THE WORLD’S MOST-USED SOCIAL PLATFORMS 63
  • 64. 45 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS. 74.3% 69.6% 51.5% 38.6% 30.5% 10.7% 9.9% 8.9% 5.6% 5.2% 4.1% 3.2% 3.1% 2.9% 2.6% 2.6% YOUTUBE LINE TWITTER INSTAGRAM FACEBOOK FACEBOOK MESSENGER SKYPE TIKTOK PINTEREST SNOW TWITCH LINKEDIN SLACK WECHAT SNAPCHAT TUMBLR JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH MOST-USED SOCIAL MEDIA PLATFORMS 64
  • 65. 65 @ESKIMON • SOURCE: GWI (Q3 2020), BASED ON THE SOCIAL MEDIA ACTIVITY OF INTERNET USERS AGED 16 TO 64 YOUTUBE IS JAPAN’S TOP SOCIAL PLATFORM; 74% OF INTERNET USERS USE IT EACH MONTH
  • 66. 66 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) MESSAGING PLATFORM LINE IS THE STAND-OUT DIFFERENCE IN JAPAN’S SOCIAL LANDSCAPE
  • 67. 67 @ESKIMON • SOURCE: GWI (Q3 2020) 7 IN 10 INTERNET USERS AGED 16 TO 64 IN JAPAN SAY THAT THEY USE LINE EACH MONTH
  • 68. 68 @ESKIMON • SOURCE: GWI (Q3 2020), BASED ON THE SOCIAL MEDIA ACTIVITIES OF INTERNET USERS AGED 16 TO 64 MORE THAN HALF OF JAPAN’S INTERNET USERS ALSO SAY THEY USE TWITTER EACH MONTH
  • 69. 69 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021) TWITTER IS MORE POPULAR IN JAPAN THAN ANY OF FACEBOOK’S VARIOUS PLATFORMS
  • 70. 70 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021) MEANWHILE, INSTAGRAM IS ALSO MORE POPULAR THAN FACEBOOK
  • 71. 71 @ESKIMON ANECDOTALLY, TIKTOK IS A POPULAR CHOICE AMONGST JAPAN’S TEENAGE AUDIENCES
  • 72. 45 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS. 74.3% 69.6% 51.5% 38.6% 30.5% 10.7% 9.9% 8.9% 5.6% 5.2% 4.1% 3.2% 3.1% 2.9% 2.6% 2.6% YOUTUBE LINE TWITTER INSTAGRAM FACEBOOK FACEBOOK MESSENGER SKYPE TIKTOK PINTEREST SNOW TWITCH LINKEDIN SLACK WECHAT SNAPCHAT TUMBLR JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH MOST-USED SOCIAL MEDIA PLATFORMS 72
  • 73. 69 JAN 2021 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES. # GAME NAME PARENT COMPANY # APP NAME PARENT COMPANY RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS 01 TOON BLAST ZYNGA 02 ANIMAL CROSSING: POCKET CAMP NINTENDO 03 HOMESCAPES PLAYRIX; IDREAMSKY 04 GARDENSCAPES - NEW ACRES PLAYRIX 05 DRAGON QUEST TACT SQUARE ENIX 06 FISHDOM: DEEP DIVE PLAYRIX 07 BRAIN TEST: TRICKY PUZZLES UNICO STUDIO 08 PUSH’EM ALL VOODOO 09 MARIO KART TOUR NINTENDO 10 GENSHIN IMPACT MIHOYO 01 COCOA - COVID-19 CONTACT APP MINISTRY OF HEALTH, LABOUR AND WELFARE - JAPAN 02 ZOOM CLOUD MEETINGS ZOOM VIDEO COMMUNICATIONS 03 PAYPAY SOFTBANK 04 LINE LINE 05 INSTAGRAM FACEBOOK 06 AMAZON PRIME VIDEO AMAZON 07 SMARTNEWS SMARTNEWS 08 TIKTOK BYTEDANCE 09 UBEREATS UBER TECHNOLOGIES 10 TWITTER TWITTER JAPAN RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL DOWNLOADS IN 2020 MOBILE APP RANKINGS: DOWNLOADS 73
  • 74. 74 @ESKIMON • SOURCE: GWI (Q3 2020) PEOPLE IN JAPAN ALSO TEND TO USE FAR FEWER SOCIAL PLATFORMS THAN THE GLOBAL AVERAGE
  • 75. 95 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS EACH MONTH. 11.4 10.7 10.5 10.4 10.2 10.0 9.9 9.9 9.8 9.8 9.6 9.4 9.4 9.3 9.1 8.9 8.9 8.7 8.4 8.3 8.3 8.1 8.0 8.0 7.8 7.8 7.7 7.6 7.5 7.4 7.4 7.3 7.2 7.2 7.1 7.0 6.9 6.9 6.8 6.8 6.8 6.6 6.3 6.2 6.0 5.7 3.8 INDIA U.A.E. INDONESIA SAUDI ARABIA MEXICO THAILAND PHILIPPINES VIETNAM COLOMBIA BRAZIL MALAYSIA TURKEY ARGENTINA EGYPT SINGAPORE ROMANIA SOUTH AFRICA PORTUGAL WORLDWIDE HONG KONG POLAND SPAIN TAIWAN IRELAND ITALY KENYA NIGERIA NEW ZEALAND SWEDEN CHINA BELGIUM RUSSIA AUSTRALIA DENMARK U.S.A. NETHERLANDS SWITZERLAND U.K. AUSTRIA FRANCE CANADA ISRAEL SOUTH KOREA GHANA GERMANY MOROCCO JAPAN AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*) AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS 75
  • 76. 76 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) DESPITE SMALLER ‘PORTFOLIOS’, JAPAN STILL SEES LARGE SOCIAL MEDIA AUDIENCE OVERLAPS
  • 77. 77 MAR 2021 SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. PERCENTAGES REPRESENT THE USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE ANY OTHER PLATFORM” COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE. WHO USE ANY OTHER PLATFORM WHO ALSO USE YOUTUBE WHO ALSO USE LINE WHO ALSO USE TWITTER WHO ALSO USE INSTAGRAM WHO ALSO USE FACEBOOK WHO ALSO USE TIKTOK WHO ALSO USE PINTEREST WHO ALSO USE LINKEDIN YOUTUBE USERS 95.9% 100.0% 82.3% 75.0% 54.6% 38.6% 15.0% 15.7% 4.7% LINE USERS 90.8% 70.5% 100.0% 63.4% 53.1% 36.5% 13.8% 10.1% 3.0% TWITTER USERS 98.7% 77.9% 85.8% 100.0% 64.2% 41.9% 17.5% 13.3% 3.9% INSTAGRAM USERS 99.9% 78.3% 91.3% 81.5% 100.0% 49.8% 21.6% 15.2% 4.5% FACEBOOK USERS 99.5% 75.1% 88.5% 75.2% 70.3% 100.0% 19.3% 14.2% 7.0% TIKTOK USERS 100.0% 86.1% 91.5% 85.6% 83.3% 52.7% 100.0% 20.6% 8.7% PINTEREST USERS 99.7% 85.6% 87.3% 84.4% 76.3% 50.4% 26.8% 100.0% 10.7% LINKEDIN USERS 99.2% 89.7% 85.7% 82.2% 73.4% 80.9% 37.0% 34.9% 100.0% JAPAN PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS SOCIAL MEDIA PLATFORMS: USER OVERLAPS
  • 79. 79 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) MARKETERS ONLY NEED TO BE ON 1 OR 2 OF THE LARGER PLATFORMS TO REACH MOST USERS
  • 80. 80 @ESKIMON MARKETERS CAN BE MORE STRATEGIC ABOUT WHICH CHANNELS TO INCLUDE IN THEIR MIX
  • 81. 81 @ESKIMON • SOURCE: APP ANNIE’S “STATE OF MOBILE 2021” REPORT (JAN 2021) APP TRACKING DATA ALSO REVEALS THAT PEOPLE IN JAPAN SPEND LESS TIME USING SOCIAL MEDIA
  • 82. 94 JAN 2021 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANK ORDER BASED ON THE TOTAL, CUMULATIVE TIME THAT ANDROID USERS AROUND THE WORLD SPENT USING EACH MOBILE APP RESPECTIVE TO OTHER APPS IN EACH CATEGORY THROUGHOUT THE WHOLE OF 2020. *ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES. DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS. # VIDEO STREAMING APP AVE. TIME PER USER # SOCIAL MEDIA APP AVE. TIME PER USER TOP VIDEO STREAMING MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT* TOP SOCIAL MEDIA MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT* 01 YOUTUBE 23.2 HOURS / MONTH 02 MX PLAYER 7.6 HOURS / MONTH 03 NETFLIX 7.0 HOURS / MONTH 04 HOTSTAR 4.5 HOURS / MONTH 05 AMAZON PRIME VIDEO 3.7 HOURS / MONTH 06 YOUTUBE GO 9.5 HOURS / MONTH 07 TWITCH 5.1 HOURS / MONTH 08 JIOTV 2.5 HOURS / MONTH 09 YOUTUBE KIDS 6.2 HOURS / MONTH 10 VOOT 4.2 HOURS / MONTH 01 FACEBOOK 19.5 HOURS / MONTH 02 WHATSAPP 19.4 HOURS / MONTH 03 INSTAGRAM 10.3 HOURS / MONTH 04 TIKTOK 13.3 HOURS / MONTH 05 FACEBOOK MESSENGER 2.7 HOURS / MONTH 06 TWITTER 5.6 HOURS / MONTH 07 LINE 10.6 HOURS / MONTH 08 TELEGRAM 2.9 HOURS / MONTH 09 VK 13.9 HOURS / MONTH 10 WHATSAPP BUSINESS 9.3 HOURS / MONTH RANKINGS OF THE TOP SOCIAL MEDIA AND VIDEO STREAMING MOBILE APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020 TOP SOCIAL AND VIDEO STREAMING APPS BY TIME SPENT 82
  • 83. 46 JAN 2021 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. *NOTE: RANK ORDER DETERMINED BY THE COMBINED AMOUNT OF TIME THAT ALL ANDROID USERS SPENT USING EACH MOBILE APP THROUGHOUT THE WHOLE OF 2020, COMPARED WITH OTHER MOBILE APPS IN EACH CATEGORY. HIGHER VALUES FOR “AVERAGE TIME PER USER” MAY APPEAR LOWER IN THE RANKINGS FOR APPS WITH FEWER OVERALL USERS. ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS. # VIDEO STREAMING APP AVE. TIME PER USER # SOCIAL MEDIA APP AVE. TIME PER USER TOP VIDEO STREAMING MOBILE APPS, RANKED BY CUMULATIVE TIME SPENT* TOP SOCIAL MEDIA MOBILE APPS, RANKED BY CUMULATIVE TIME SPENT* 01 YOUTUBE 21.4 HOURS / MONTH 02 AMAZON PRIME VIDEO 4.8 HOURS / MONTH 03 BUZZVIDEO 8.6 HOURS / MONTH 04 ABEMATV 3.8 HOURS / MONTH 05 GYAO 4.2 HOURS / MONTH 01 LINE 8.9 HOURS / MONTH 02 TWITTER 9.7 HOURS / MONTH 03 INSTAGRAM 5.2 HOURS / MONTH 04 TIKTOK 11.4 HOURS / MONTH 05 FACEBOOK 3.0 HOURS / MONTH JAPAN TOP SOCIAL MEDIA AND VIDEO STREAMING APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020 TOP SOCIAL MEDIA AND STREAMING VIDEO APPS 83
  • 84. 84 @ESKIMON AUDIENCE DEMOGRAPHICS OFFER ANOTHER USEFUL BASIS FOR PLATFORM COMPARISON
  • 85. 48 JAN 2021 8.3% 16.9% 21.4% 22.0% 31.4% FEMALE: 52.5% MALE: 47.5% SOURCE: LINE’S “ADS START GUIDE” (NOV 2020). 15 – 19 YEARS OLD 20 – 29 YEARS OLD 30 – 39 YEARS OLD 40 – 49 YEARS OLD 50+ YEARS OLD JAPAN PROFILE OF THE AUDIENCE THAT ADVERTISERS CAN REACH WITH ADVERTS ON LINE, BY AGE AND GENDER LINE ADVERTISING AUDIENCE 85
  • 86. 52 JAN 2021 3.3% 13.5% 14.5% 12.5% 7.8% 3.1% 1.1% 2.3% 8.8% 10.2% 9.4% 7.6% 3.9% 2.0% SOURCE: EXTRAPOLATIONS OF DATA FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: MOST SOCIAL MEDIA PLATFORMS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIR AGE ON SOCIAL MEDIA, WHICH MAY AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC DATA FROM OTHER SOURCES. “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD JAPAN SHARE OF THE COMBINED AUDIENCE THAT MARKETERS CAN REACH WITH ADVERTS ON FACEBOOK, INSTAGRAM, AND MESSENGER AD AUDIENCE: FACEBOOK’S ‘FAMILY’ OF APPS 86
  • 87. 47 JAN 2021 SOURCES: LINE Q3 2020 EARNINGS ANNOUNCEMENT (OCT 2020); LINE’S “ADS START GUIDE” PRESENTATION (NOV 2020). NOTE: LINE RESTRICTS USE OF ITS APP TO PEOPLE AGED 12 AND ABOVE. *ADVISORIES: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES REFLECT LOCAL USAGE ONLY.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT. TOTAL NUMBER OF ACTIVE USERS* THAT LINE REPORTS USE ITS PLATFORM EACH MONTH MONTHLY ACTIVE LINE USERS COMPARED TO THE TOTAL POPULATION AGED 12+ QUARTER-ON-QUARTER INCREASE IN THE NUMBER OF MONTHLY ACTIVE LINE USERS FEMALE USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS* MALE USERS AS A PERCENTAGE OF TOTAL FEMALE AND MALE USERS* 86 75.4% +2.4% 52.5% 47.5% MILLION +2 MILLION JAPAN ESSENTIAL HEADLINES INTO USE OF LINE LINE OVERVIEW 87
  • 88. 53 JAN 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 38.00 33.7% +2.7% 60.5% 39.5% MILLION +1.0 MILLION JAPAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM INSTAGRAM: AUDIENCE OVERVIEW 88
  • 89. 51 JAN 2021 SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION. POTENTIAL AUDIENCE* THAT TWITTER REPORTS CAN BE REACHED WITH ADVERTS ON TWITTER TWITTER’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN TWITTER’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT TWITTER REPORTS IS MALE* 50.90 45.1% -1.9% 31.2% 68.8% MILLION -1.0 MILLION JAPAN TWITTER: AUDIENCE OVERVIEW THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER 89
  • 90. 90 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021) MANY TWITTER USERS IN JAPAN ADOPT AN ‘AVATAR’ WHEN THEY’RE USING THE PLATFORM
  • 91. 91 @ESKIMON THIS WIDESPREAD USE OF AVATARS OFFERS VALUABLE INSIGHT INTO JAPAN’S SOCIAL HABITS
  • 92. 92 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 46.9% 43.8% 42.1% 42.1% 41.6% 40.7% 40.5% 39.0% 38.9% 38.9% 38.5% 37.9% 37.7% 37.6% 37.5% 37.4% 37.3% 35.7% 35.5% 35.5% 35.1% 34.5% 33.8% 33.4% 32.8% 32.1% 32.1% 31.8% 31.0% 30.9% 28.0% 27.8% 27.6% 27.4% 26.9% 26.2% 25.5% 24.5% 24.3% 24.2% 24.1% 24.0% 23.6% 22.7% 22.6% 22.3% 20.7% 17.6% JAPAN POLAND AUSTRIA SINGAPORE SPAIN ISRAEL VIETNAM SWITZERLAND GERMANY IRELAND BELGIUM NEW ZEALAND UK CANADA FRANCE TAIWAN GREECE PHILIPPINES AUSTRALIA SOUTH KOREA SOUTH AFRICA NETHERLANDS CHINA USA SWEDEN DENMARK PORTUGAL MALAYSIA WORLDWIDE HONG KONG RUSSIA EGYPT ROMANIA ARGENTINA UAE TURKEY INDIA NIGERIA KENYA SAUDI ARABIA ITALY MEXICO BRAZIL GHANA COLOMBIA INDONESIA THAILAND MOROCCO PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO AGREE WITH THE STATEMENT, “I PREFER TO STAY ANONYMOUS ONLINE” PREFER TO STAY ANONYMOUS ONLINE
  • 93. 93 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) BUT THIS DESIRE FOR ANONYMITY DOESN’T APPEAR TO BE DRIVEN BY PRIVACY CONCERNS
  • 94. 72 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS, SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. 53.9% 53.4% 50.7% 44.7% 44.5% 44.5% 43.5% 42.5% 42.5% 41.8% 41.7% 41.6% 41.2% 40.7% 40.2% 40.2% 40.1% 40.1% 38.8% 38.2% 38.1% 37.6% 37.1% 36.1% 35.9% 35.9% 35.9% 35.6% 35.6% 34.5% 33.1% 32.2% 32.1% 31.8% 31.7% 31.4% 31.0% 30.7% 30.1% 29.7% 29.3% 27.8% 26.2% 24.8% 19.6% 18.6% 15.7% PORTUGAL SPAIN BRAZIL CANADA FRANCE SOUTH AFRICA MEXICO AUSTRIA U.K. POLAND GERMANY U.S.A. IRELAND AUSTRALIA ARGENTINA NEW ZEALAND SINGAPORE SWITZERLAND BELGIUM PHILIPPINES DENMARK SOUTH KOREA INDONESIA MALAYSIA COLOMBIA HONG KONG NETHERLANDS ISRAEL ITALY EGYPT WORLDWIDE U.A.E. KENYA VIETNAM INDIA JAPAN SAUDI ARABIA SWEDEN ROMANIA TAIWAN TURKEY RUSSIA THAILAND CHINA NIGERIA MOROCCO GHANA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE CONCERNS ABOUT MISUSE OF PERSONAL DATA THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS ! 94
  • 95. 95 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AVATAR USE DOESN’T APPEAR TO BE DRIVEN BY FRUSTRATIONS WITH TARGETED ADS, EITHER
  • 96. 74 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 56.8% 50.7% 49.2% 49.0% 47.0% 46.1% 45.3% 45.0% 44.7% 44.3% 44.3% 43.0% 42.7% 42.7% 42.5% 42.3% 41.6% 41.3% 41.3% 41.0% 40.7% 40.4% 40.2% 40.1% 40.0% 39.6% 39.4% 39.2% 38.8% 38.8% 38.4% 36.8% 36.6% 36.5% 36.3% 36.0% 36.0% 35.2% 34.7% 34.4% 33.6% 33.4% 33.2% 29.6% 22.3% 17.5% 17.2% INDONESIA INDIA SOUTH AFRICA MALAYSIA PORTUGAL CHINA PHILIPPINES TAIWAN COLOMBIA ARGENTINA POLAND AUSTRIA ROMANIA WORLDWIDE TURKEY NEW ZEALAND SAUDI ARABIA CANADA SINGAPORE SPAIN BRAZIL IRELAND SWEDEN GERMANY THAILAND U.A.E. ISRAEL MEXICO HONG KONG U.S.A. EGYPT FRANCE BELGIUM KENYA SWITZERLAND AUSTRALIA DENMARK U.K. VIETNAM RUSSIA NETHERLANDS ITALY NIGERIA SOUTH KOREA JAPAN GHANA MOROCCO PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH USE OF AD BLOCKERS ! THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS 96
  • 97. 97 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 26.7% 26.5% 25.2% 24.3% 21.9% 17.1% 15.1% 14.3% 14.0% 12.5% 36.9% VALUES FOR JAPAN GLOBAL VALUES 49.7% 29.6% 36.1% 31.5% 22.3% 23.4% 26.5% 20.8% 20.9% FILLING SPARE TIME KEEPING IN TOUCH WITH FRIENDS AND FAMILY SEEING WHAT’S TRENDING OR BEING TALKED ABOUT READING NEWS STORIES FINDING CONTENT (E.G. ARTICLES, SHOWS, VIDEOS, MEMES, ETC.) FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS SEEING UPDATES FROM YOUR FAVOURITE BRANDS FINDING PRODUCTS TO PURCHASE AVOIDING MISSING OUT ON THINGS FOLLOWING CELEBRITIES AND INFLUENCERS JAPAN TOP REASONS WHY JAPANESE INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA, WITH GLOBAL VALUES FOR COMPARISON MOTIVATIONS FOR USING SOCIAL MEDIA
  • 98. 100 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW ENTREPRENEURS AND / OR BUSINESS PEOPLE. 61.4% 60.6% 60.0% 59.0% 57.6% 56.1% 55.9% 54.5% 53.2% 48.5% 47.6% 47.0% 47.0% 46.7% 46.2% 42.5% 40.4% 39.7% 37.9% 36.6% 36.4% 35.5% 35.1% 34.8% 34.3% 33.8% 33.6% 33.0% 32.5% 32.0% 31.8% 31.4% 30.8% 29.8% 29.5% 28.7% 28.6% 28.5% 27.1% 25.4% 24.8% 16.7% 16.0% SOUTH AFRICA COLOMBIA INDONESIA BRAZIL PHILIPPINES ARGENTINA VIETNAM MEXICO MALAYSIA SAUDI ARABIA U.A.E. THAILAND TURKEY INDIA EGYPT PORTUGAL WORLDWIDE DENMARK SINGAPORE ISRAEL CHINA TAIWAN IRELAND SPAIN HONG KONG SWITZERLAND ROMANIA NEW ZEALAND AUSTRIA RUSSIA SWEDEN ITALY POLAND AUSTRALIA CANADA U.K. U.S.A. BELGIUM NETHERLANDS FRANCE GERMANY JAPAN SOUTH KOREA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES* INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK 98
  • 99. 59 JAN 2021 SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO DATA ON THIS CHART ARE NOT COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE BASED ON AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT LINKEDIN REPORTS CAN BE REACHED WITH ADVERTS ON LINKEDIN LINKEDIN’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 18+ QUARTER-ON- QUARTER CHANGE IN LINKEDIN’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT LINKEDIN REPORTS IS MALE* 2.80 2.6% +3.7% 38.2% 61.8% MILLION +100 THOUSAND JAPAN LINKEDIN: AUDIENCE OVERVIEW THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN 99
  • 100. 100 @ESKIMON TAKEAWAY: JAPAN’S SOCIAL HABITS ARE VERY DIFFERENT TO THOSE IN THE REST OF THE WORLD
  • 101. 101 @ESKIMON MAKING SENSE OF JAPAN’S WEB BEHAVIOURS #3
  • 102. 102 JAN 2021 SOURCES: SEMRUSH (JAN 2021); SIMILARWEB (JAN 2021); ALEXA (MAR 2021). *NOTE: TIME SPENT FIGURES REPRESENT AVERAGES FOR ALL GLOBAL VISITORS, NOT JUST VISITORS FROM JAPAN. # SEMRUSH RANK TOTAL VISITS # SIMILARWEB RANK TOTAL VISITS # ALEXA RANK TIME / VISIT* 01 YAHOO.CO.JP 4.83B 02 GOOGLE.COM 2.38B 03 RAKUTEN.CO.JP 1.31B 04 AMAZON.CO.JP 1.29B 05 WIKIPEDIA.ORG 1.13B 06 YOUTUBE.COM 1.09B 07 TWITTER.COM 661M 08 PIXIV.NET 483M 09 SYOSETU.COM 479M 10 GOOGLE.CO.JP 428M 01 GOOGLE.COM 3.26B 02 YAHOO.CO.JP 2.37B 03 YOUTUBE.COM 1.13B 04 TWITTER.COM 1.01B 05 NEWS.YAHOO.CO.JP 878M 06 AMAZON.CO.JP 628M 07 RAKUTEN.CO.JP 626M 08 WIKIPEDIA.ORG 479M 09 GOOGLE.CO.JP 383M 10 FC2.COM 338M 01 GOOGLE.COM 16M 23S 02 YOUTUBE.COM 18M 17S 03 YAHOO.CO.JP 10M 00S 04 AMAZON.CO.JP 08M 27S 05 GOOGLE.CO.JP 07M 01S 06 RAKUTEN.CO.JP 08M 41S 07 WIKIPEDIA.ORG 03M 46S 08 FACEBOOK.COM 18M 29S 09 YAHOO.COM 05M 28S 10 ZOOM.US 07M 37S JAPAN RANKINGS OF THE TOP 10 MOST VISITED WEBSITES, ACCORDING TO SEMRUSH, SIMILARWEB, AND ALEXA PERSPECTIVES: JAPAN’S MOST VISITED WEBSITES
  • 103. 103 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 78.9% 66.2% 58.1% 53.5% 51.6% 50.5% 48.8% 43.9% 42.3% 34.9% 63.3% 55.6% 44.5% 52.5% 52.1% 38.7% 46.4% 56.6% 46.4% 36.2% FINDING INFORMATION KEEPING UP TO DATE WITH NEWS AND EVENTS FILLING UP SPARE TIME AND GENERAL BROWSING WATCHING VIDEOS, TV SHOWS, OR MOVIES RESEARCHING HOW TO DO THINGS RESEARCHING PLACES, VACATIONS AND TRAVEL RESEARCHING PRODUCTS AND BRANDS STAYING IN TOUCH WITH FRIENDS AND FAMILY ACCESSING OR LISTENING TO MUSIC RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS VALUES FOR JAPAN GLOBAL VALUES JAPAN TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON REASONS FOR USING THE INTERNET
  • 104. 104 JAN 2021 SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021). NOTES: THE GREY TEXT THAT APPEARS IN BRACKETS IN THE TABLES ABOVE DOES NOT APPEAR IN USERS’ ACTUAL SEARCHES, AND HAS BEEN ADDED TO ASSIST NON-JAPANESE SPEAKERS UNDERSTAND WHAT SEARCH TERMS MEAN. GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY). # SEARCH QUERY INDEX # SEARCH QUERY INDEX 01 コロナ [CORONA] 100 02 天気 [WEATHER] 96 03 ヤフー [YAHOO] 38 04 ニュース [NEWS] 35 05 漫画 [MANGA] 35 06 楽天 [RAKUTEN] 31 07 YOUTUBE 31 08 マスク [MASK] 27 09 コロナウイルス [CORONAVIRUS] 19 10 AMAZON 19 1 1 インスタ [INSTAGRAM] 19 12 アニメ [ANIMÉ] 18 13 TWITTER 18 14 ツイッター [TWITTER] 18 15 YAHOO 17 16 アマゾン [AMAZON] 16 17 ポケモン [POKÉMON] 15 18 イオン [AEON] 15 19 GOOGLE 15 20 IPHONE 14 JAPAN THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH BETWEEN 01 JANUARY AND 31 DECEMBER 2020 GOOGLE SEARCH: TOP QUERIES IN 2020
  • 105. 105 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) JAPAN UNDER-INDEXES FOR STAYING IN TOUCH WITH FRIENDS AND FAMILY VIA THE INTERNET
  • 106. 106 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 78.9% 66.2% 58.1% 53.5% 51.6% 50.5% 48.8% 43.9% 42.3% 34.9% 63.3% 55.6% 44.5% 52.5% 52.1% 38.7% 46.4% 56.6% 46.4% 36.2% FINDING INFORMATION KEEPING UP TO DATE WITH NEWS AND EVENTS FILLING UP SPARE TIME AND GENERAL BROWSING WATCHING VIDEOS, TV SHOWS, OR MOVIES RESEARCHING HOW TO DO THINGS RESEARCHING PLACES, VACATIONS AND TRAVEL RESEARCHING PRODUCTS AND BRANDS STAYING IN TOUCH WITH FRIENDS AND FAMILY ACCESSING OR LISTENING TO MUSIC RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS VALUES FOR JAPAN GLOBAL VALUES JAPAN TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON REASONS FOR USING THE INTERNET
  • 107. 107 @ESKIMON THIS MAY HELP TO EXPLAIN WHY JAPAN’S SOCIAL MEDIA HABITS ARE SO DIFFERENT
  • 108. 108 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 78.9% 66.2% 58.1% 53.5% 51.6% 50.5% 48.8% 43.9% 42.3% 34.9% 63.3% 55.6% 44.5% 52.5% 52.1% 38.7% 46.4% 56.6% 46.4% 36.2% FINDING INFORMATION KEEPING UP TO DATE WITH NEWS AND EVENTS FILLING UP SPARE TIME AND GENERAL BROWSING WATCHING VIDEOS, TV SHOWS, OR MOVIES RESEARCHING HOW TO DO THINGS RESEARCHING PLACES, VACATIONS AND TRAVEL RESEARCHING PRODUCTS AND BRANDS STAYING IN TOUCH WITH FRIENDS AND FAMILY ACCESSING OR LISTENING TO MUSIC RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS VALUES FOR JAPAN GLOBAL VALUES JAPAN TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON REASONS FOR USING THE INTERNET
  • 109. 109 @ESKIMON TRENDS IN ONLINE SEARCH BEHAVIOURS #4
  • 110. 55 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER. USE A CONVENTIONAL SEARCH ENGINE (ANY DEVICE) USE VOICE SEARCH OR VOICE COMMANDS (ANY DEVICE) SEARCH FOR BRAND INFORMATION ON SOCIAL MEDIA (ANY DEVICE) USE IMAGE RECOGNITION TOOLS (MOBILE DEVICES ONLY) 98.0% 45.3% 44.8% 32.9% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES ONLINE SEARCH BEHAVIOURS 110
  • 111. 111 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) 7 IN 10 GLOBAL INTERNET USERS NOW GO BEYOND CONVENTIONAL SEARCH ENGINES TOO
  • 112. 35 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER. USED A CONVENTIONAL SEARCH ENGINE IN THE PAST MONTH (ANY DEVICE) USED VOICE SEARCH OR VOICE COMMANDS IN THE PAST MONTH (ANY DEVICE) USE SOCIAL MEDIA AS A MAIN SOURCE WHEN RESEARCHING BRANDS (ANY DEVICE) USED IMAGE RECOGNITION TOOLS IN THE PAST MONTH (MOBILE DEVICES ONLY) 97.5% 17.8% 26.2% 9.6% JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH KIND OF TOOL OR PLATFORM* FOR ONLINE SEARCHES ONLINE SEARCH BEHAVIOURS 112
  • 113. 56 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 58.1% 55.7% 51.9% 51.9% 49.3% 48.8% 45.3% 45.3% 45.3% 44.4% 42.0% 41.9% 40.2% 39.9% 39.5% 38.2% 37.1% 35.1% 34.8% 34.7% 34.4% 34.1% 32.8% 32.0% 31.4% 30.8% 29.4% 28.8% 26.2% 25.2% 23.9% 23.8% 23.7% 23.3% 22.0% 21.5% 21.4% 21.0% 20.9% 20.5% 19.5% 19.2% 17.8% INDIA CHINA INDONESIA MEXICO TURKEY THAILAND SAUDI ARABIA U.A.E. WORLDWIDE VIETNAM TAIWAN COLOMBIA BRAZIL U.S.A. PHILIPPINES SOUTH AFRICA ITALY ARGENTINA EGYPT SPAIN HONG KONG MALAYSIA AUSTRALIA CANADA U.K. SINGAPORE NEW ZEALAND IRELAND FRANCE RUSSIA GERMANY SWEDEN ROMANIA POLAND BELGIUM PORTUGAL SOUTH KOREA NETHERLANDS SWITZERLAND AUSTRIA ISRAEL DENMARK JAPAN PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS 113
  • 114. 114 @ESKIMON LOW LEVELS OF VOICE ADOPTION IN JAPAN MAY BE THE RESULT OF COURTESY CONSIDERATIONS
  • 115. 115 @ESKIMON SPEAKING ON THE PHONE IS A MAJOR FAUX-PAS ON JAPAN PUBLIC TRANSPORT
  • 116. 116 @ESKIMON SIGNS ENCOURAGING PEOPLE TO USE “MANNER MODE” (I.E. SILENT) ARE UBIQUITOUS IN JAPAN
  • 117. 117 @ESKIMON HOWEVER, VOICE INTERFACES ARE LIKELY TO BECOME MORE COMMON AROUND THE WORLD
  • 118. 118 @ESKIMON VOICE WILL BE PARTICULARLY USEFUL WHEN IT COMES TO MORE ‘INTEGRATED’ INTERFACES
  • 119. 119 @ESKIMON RUMOURS ABOUND THAT APPLE WILL LAUNCH A ‘SMART GLASSES’ PRODUCT IN THE NEXT YEAR
  • 120. 212 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 61.9% 61.5% 60.5% 54.7% 51.4% 47.3% 46.2% 44.5% 44.4% 43.5% 40.3% 39.5% 37.0% 36.4% 35.5% 34.9% 34.0% 33.8% 33.7% 32.9% 31.7% 29.9% 29.7% 28.9% 28.9% 28.5% 27.0% 26.0% 24.8% 24.3% 22.4% 22.4% 22.3% 21.9% 21.7% 20.2% 20.0% 19.9% 19.3% 14.6% 14.2% 12.1% 10.4% 9.6% 9.2% 8.8% 8.5% COLOMBIA MEXICO BRAZIL ARGENTINA THAILAND INDONESIA PORTUGAL KENYA VIETNAM NIGERIA PHILIPPINES TAIWAN ISRAEL INDIA SOUTH AFRICA SPAIN ITALY MALAYSIA ROMANIA WORLDWIDE SAUDI ARABIA TURKEY CHINA POLAND U.A.E. EGYPT HONG KONG GHANA IRELAND NEW ZEALAND CANADA DENMARK U.S.A. RUSSIA SINGAPORE AUSTRALIA SOUTH KOREA U.K. SWEDEN MOROCCO SWITZERLAND NETHERLANDS BELGIUM JAPAN AUSTRIA FRANCE GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH USE OF IMAGE RECOGNITION TOOLS ON MOBILE 120
  • 121. 121 @ESKIMON IMAGE RECOGNITION TOOLS ALLOW PEOPLE TO USE IMAGES AND PHOTO AS SEARCH QUERIES
  • 122. 122 @ESKIMON • SOURCE: GWI (Q3 2020) IMAGE RECOGNITION TOOLS ARE PARTICULARLY POPULAR IN LATAM AND SOUTH-EAST ASIA
  • 123. 123 @ESKIMON IMAGE RECOGNITION TOOLS OFFER ESPECIALLY VALUABLE OPPORTUNITIES IN ECOMMERCE
  • 124. 124 @ESKIMON AS COMPETITION INCREASES, MORE E-RETAILERS MAY EMBRACE IMAGE RECOGNITION TOOLS
  • 125. 98 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 84.8% 82.9% 75.1% 66.3% 65.4% 65.1% 64.9% 64.7% 63.5% 62.6% 61.6% 60.0% 60.0% 59.5% 56.4% 55.5% 54.5% 52.1% 50.6% 49.1% 46.9% 45.3% 44.8% 44.2% 43.0% 42.5% 42.0% 41.7% 39.3% 34.9% 34.9% 34.3% 33.4% 33.3% 33.0% 32.4% 31.7% 31.5% 30.3% 28.4% 28.0% 28.0% 27.8% 26.3% 26.2% 26.2% 24.1% KENYA NIGERIA GHANA COLOMBIA PHILIPPINES INDONESIA ARGENTINA MEXICO MOROCCO VIETNAM BRAZIL SAUDI ARABIA SOUTH AFRICA MALAYSIA EGYPT THAILAND TURKEY U.A.E. ISRAEL INDIA TAIWAN POLAND WORLDWIDE HONG KONG PORTUGAL SINGAPORE RUSSIA SPAIN ROMANIA AUSTRALIA NEW ZEALAND CHINA IRELAND ITALY SWEDEN DENMARK U.S.A. CANADA BELGIUM SWITZERLAND FRANCE U.K. AUSTRIA SOUTH KOREA GERMANY JAPAN NETHERLANDS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH 125
  • 126. 126 @ESKIMON JAPAN’S TOP SOCIAL PLATFORMS (ESP. LINE) AREN’T IDEALLY SUITED TO EVERYDAY SEARCH
  • 127. 127 @ESKIMON AGE MAY ALSO PLAY AN IMPORTANT ROLE IN SHAPING ADOPTION OF SOCIAL MEDIA SEARCH
  • 128. 128 @ESKIMON AS SEARCH BEHAVIOURS CONTINUE TO EVOLVE, SEARCH MARKETING WILL NEED TO EVOLVE TOO
  • 129. 129 @ESKIMON BUT – AS IS SO OFTEN THE CASE – TRENDS IN JAPAN MAY BE VERY DIFFERENT TO ELSEWHERE
  • 130. 130 @ESKIMON MARKETERS IN JAPAN SHOULD FOCUS ON HOW BEHAVIOURS IN THEIR LOCAL MARKET EVOLVE
  • 132. 132 @ESKIMON JAPANESE BRANDS ALSO NEED TO BE AWARE OF GLOBAL TRENDS AND THEIR POTENTIAL IMPACT
  • 133. 73 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY (ANY DEVICE) VISITED AN ONLINE RETAIL SITE OR STORE (ANY DEVICE) USED A SHOPPING APP ON A MOBILE PHONE OR ON A TABLET PURCHASED A PRODUCT ONLINE (ANY DEVICE) PURCHASED A PRODUCT ONLINE VIA A MOBILE PHONE 81.6% 85.0% 48.4% 73.7% 32.1% JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS PERFORMED EACH ACTIVITY IN THE PAST MONTH ECOMMERCE ACTIVITY OVERVIEW 133
  • 134. 134 @ESKIMON TRENDS IN JAPAN’S ECOMMERCE BEHAVIOURS #5
  • 135. 135 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM SEMRUSH, SIMILARWEB, AND ALEXA (MAR 2021) ECOMMERCE PLATFORMS ARE SOME OF THE MOST POPULAR DIGITAL PROPERTIES IN JAPAN
  • 136. 226 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 87.1% 85.5% 83.6% 82.9% 82.5% 81.6% 81.3% 80.9% 80.9% 80.2% 79.7% 79.7% 79.7% 79.3% 78.7% 78.4% 77.4% 77.4% 76.8% 76.7% 76.4% 76.2% 76.0% 75.0% 74.9% 74.8% 74.5% 74.4% 74.0% 73.7% 73.7% 73.6% 72.7% 72.7% 72.5% 70.9% 70.0% 69.1% 67.2% 67.1% 60.0% 57.7% 56.6% INDONESIA U.K. THAILAND MALAYSIA POLAND GERMANY AUSTRIA TAIWAN U.S.A. PHILIPPINES ITALY SINGAPORE SOUTH KOREA SPAIN VIETNAM IRELAND CHINA SAUDI ARABIA WORLDWIDE INDIA MEXICO NETHERLANDS BRAZIL TURKEY AUSTRALIA BELGIUM SWITZERLAND FRANCE HONG KONG JAPAN SWEDEN CANADA DENMARK ROMANIA ARGENTINA NEW ZEALAND ISRAEL PORTUGAL U.A.E. COLOMBIA RUSSIA SOUTH AFRICA EGYPT PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH ECOMMERCE ADOPTION 136
  • 137. 74 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 45-54 35-44 25-34 16-24 55-64 PURCHASED A PRODUCT ONLINE IN THE PAST MONTH: 16-24 YEARS OLD PURCHASED A PRODUCT ONLINE IN THE PAST MONTH: 25-34 YEARS OLD PURCHASED A PRODUCT ONLINE IN THE PAST MONTH: 35-44 YEARS OLD PURCHASED A PRODUCT ONLINE IN THE PAST MONTH: 45-54 YEARS OLD PURCHASED A PRODUCT ONLINE IN THE PAST MONTH: 55-64 YEARS OLD 64.3% 74.0% 76.8% 76.0% 74.3% JAPAN PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP THAT MADE AN ONLINE PURCHASE IN THE PAST MONTH VIA ANY DEVICE ECOMMERCE PURCHASES BY AGE GROUP 137
  • 138. 138 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) JAPAN’S ONLINE SHOPPERS HAVE DIFFERENT DEVICE PREFERENCES TO THEIR GLOBAL PEERS
  • 139. 228 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 79.1% 74.2% 69.6% 68.4% 65.1% 64.3% 63.8% 61.4% 59.9% 57.3% 56.9% 55.4% 54.8% 54.0% 52.2% 51.1% 50.8% 48.7% 46.7% 46.5% 45.9% 45.1% 45.0% 42.9% 42.3% 41.7% 41.5% 40.1% 39.3% 38.9% 38.9% 38.9% 37.7% 37.5% 36.4% 36.1% 35.5% 35.5% 34.3% 34.3% 32.5% 32.1% 31.2% INDONESIA THAILAND PHILIPPINES MALAYSIA SAUDI ARABIA CHINA TAIWAN VIETNAM SOUTH KOREA INDIA SINGAPORE WORLDWIDE TURKEY MEXICO HONG KONG U.A.E. BRAZIL U.S.A. ITALY U.K. IRELAND ARGENTINA COLOMBIA POLAND SPAIN ROMANIA ISRAEL EGYPT NETHERLANDS NEW ZEALAND SOUTH AFRICA SWEDEN GERMANY AUSTRIA AUSTRALIA PORTUGAL CANADA SWITZERLAND DENMARK FRANCE RUSSIA JAPAN BELGIUM PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH MOBILE ECOMMERCE ADOPTION 139
  • 140. 230 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 62.6% 57.5% 56.1% 55.5% 54.9% 53.5% 52.4% 52.3% 51.5% 51.5% 50.2% 50.1% 49.2% 48.3% 48.1% 48.0% 47.7% 47.5% 47.1% 47.1% 46.6% 45.2% 45.1% 44.7% 44.7% 41.7% 41.7% 41.0% 40.9% 40.3% 39.8% 39.0% 34.2% 33.6% 33.3% 29.7% 29.0% 28.1% 26.9% 25.1% 23.1% 22.1% 20.5% POLAND AUSTRIA GERMANY JAPAN SPAIN U.K. SWITZERLAND FRANCE BELGIUM TAIWAN AUSTRALIA U.S.A. CANADA IRELAND SWEDEN ISRAEL ITALY NEW ZEALAND ARGENTINA DENMARK PORTUGAL ROMANIA NETHERLANDS BRAZIL SINGAPORE COLOMBIA HONG KONG MEXICO SOUTH KOREA RUSSIA MALAYSIA TURKEY WORLDWIDE SOUTH AFRICA VIETNAM U.A.E. PHILIPPINES INDIA INDONESIA THAILAND SAUDI ARABIA EGYPT CHINA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH MAKING ECOMMERCE PURCHASES VIA A COMPUTER 140
  • 141. 141 229 JAN 2021 63.0% 61.8% 60.5% 51.0% 38.0% 55.8% 58.1% 55.4% 46.9% 35.8% SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER
  • 142. 142 @ESKIMON THIS MAY BE PARTLY DUE TO THE EXISTING ECOMMERCE HABITS OF OLDER GENERATIONS
  • 143. 143 @ESKIMON HOWEVER, SMARTPHONES’ SMALLER SCREENS MAY ALSO BE AN IMPORTANT CONSIDERATION
  • 144. 45 JAN 2021 SOURCE: STATCOUNTER (JAN 2021), BASED ON WEB TRAFFIC IN DECEMBER 2020. 82.1% 79.4% 76.6% 76.6% 74.2% 70.5% 68.6% 66.9% 61.6% 60.5% 60.2% 59.1% 58.2% 57.5% 56.7% 56.1% 55.7% 55.7% 54.5% 53.3% 52.9% 52.9% 52.6% 52.2% 51.9% 51.3% 51.0% 50.8% 47.4% 47.3% 47.3% 47.0% 46.7% 45.8% 45.5% 45.4% 45.2% 44.2% 43.9% 41.4% 41.1% 40.1% 38.3% 38.0% 35.2% 31.0% 26.0% NIGERIA SOUTH AFRICA GHANA INDIA KENYA TURKEY EGYPT INDONESIA CHINA U.A.E. THAILAND ARGENTINA SINGAPORE MALAYSIA ISRAEL MEXICO IRELAND WORLDWIDE ROMANIA MOROCCO SAUDI ARABIA COLOMBIA POLAND SOUTH KOREA TAIWAN PHILIPPINES BRAZIL SPAIN U.S.A. SWEDEN HONG KONG ITALY U.K. NEW ZEALAND JAPAN FRANCE AUSTRALIA GERMANY AUSTRIA SWITZERLAND NETHERLANDS VIETNAM CANADA BELGIUM PORTUGAL DENMARK RUSSIA PERCENTAGE OF ALL WEB PAGES SERVED TO WEB BROWSERS ON MOBILE PHONES MOBILE’S SHARE OF WEB TRAFFIC THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS) ! 144
  • 145. 28 JAN 2021 SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES. DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: MOBILE PHONES LAPTOPS & DESKTOPS TABLET COMPUTERS OTHER DEVICES 45.5% 50.9% 3.4% 0.13% +29% -17% +1.5% +18% +1,025 BPS -1,032 BPS +5 BPS +2 BPS JAPAN EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB TRAFFIC BY DEVICE THE FIGURES ON THIS CHART ARE BASED ON WEB TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER ICT-RELATED ACTIVITIES ! 145
  • 146. 146 @ESKIMON MARKETERS AND RETAILERS NEED TO PAY CLOSE ATTENTION TO EVOLVING DEVICE PREFERENCES
  • 147. 235 JAN 2021 SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS. $2,012 $1,863 $1,697 $1,686 $1,518 $1,492 $1,404 $1,356 $1,312 $1,244 $1,206 $1,192 $1,177 $1,147 $1,128 $1,102 $1,078 $1,011 $858 $835 $785 $758 $703 $675 $619 $602 $376 $371 $341 $304 $283 $247 $245 $223 $219 $216 $202 $185 $132 $91 $84 $84 $79 $77 $70 $68 SOUTH KOREA SWITZERLAND U.K. U.S.A. SWEDEN AUSTRALIA GERMANY NETHERLANDS DENMARK HONG KONG CHINA ISRAEL FRANCE CANADA AUSTRIA NEW ZEALAND JAPAN IRELAND U.A.E. BELGIUM SINGAPORE SPAIN WORLDWIDE PORTUGAL ITALY POLAND RUSSIA MEXICO MALAYSIA TURKEY ROMANIA SAUDI ARABIA COLOMBIA ARGENTINA INDONESIA THAILAND BRAZIL SOUTH AFRICA VIETNAM PHILIPPINES MOROCCO INDIA EGYPT NIGERIA KENYA GHANA AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020, IN U.S. DOLLARS ECOMMERCE ARPU: CONSUMER GOODS 147
  • 148. 75 JAN 2021 SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR ONLINE CONSUMER SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS. FURNITURE & APPLIANCES TOYS, DIY & HOBBIES DIGITAL MUSIC VIDEO GAMES TRAVEL, MOBILITY, & ACCOMMODATION* FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE $16.32 $19.73 $1.15 $16.82 BILLION BILLION BILLION BILLION $31.06 $23.93 $18.90 $25.77 BILLION BILLION BILLION BILLION JAPAN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020, IN U.S. DOLLARS ECOMMERCE SPEND BY CATEGORY ! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 148
  • 149. 76 JAN 2021 SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-YEAR ONLINE CONSUMER SPEND IN 2020 AND 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. FURNITURE & APPLIANCES TOYS, DIY & HOBBIES DIGITAL MUSIC VIDEO GAMES TRAVEL, MOBILITY, & ACCOMMODATION* FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE +15.9% +17.7% +20.0% +13.1% -43.3% +13.5% +13.7% +31.7% JAPAN YEAR-ON-YEAR CHANGE IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020 vs. 2019 ECOMMERCE GROWTH BY CATEGORY ! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS 149
  • 150. 150 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021) FAST GROWTH IN THE GROCERY CATEGORY MAY SIGNAL GOOD NEWS FOR ECOMMERCE OVERALL
  • 151. 151 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021) INCREASES IN ONLINE GROCERY SHOPPING OFTEN PRECEDE BROADER ECOMMERCE GROWTH
  • 152. 152 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021) THIS MAY BE A RESULT OF THE HIGH FREQUENCY ASSOCIATED WITH THE GROCERY CATEGORY
  • 153. 153 @ESKIMON • SOURCE: KEPIOS ANALYSIS (MAR 2021) REGULAR USE MAY HELP ONLINE CHANNELS ACHIEVE GREATER SALIENCE, AND EVEN BECOME ‘DEFAULT’ OPTIONS PROVIDED EXPERIENCES ARE FAVOURABLE, THIS CAN LEAD TO INCREASED CONFIDENCE IN ECOMMERCE OVERALL THIS FREQUENCY ENABLES PEOPLE TO BECOME MORE FAMILIAR AND COMFORTABLE WITH ONLINE SHOPPING GROCERY IS OFTEN A HIGH- FREQUENCY CATEGORY, WITH MANY PEOPLE MAKING WEEKLY GROCERY PURCHASES TOP-OF-MIND CONFIDENCE FAMILIARITY FREQUENCY WHY GROCERY IS AN IMPORTANT DRIVER
  • 154. 154 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI’S CORONAVIRUS MULTI-MARKET STUDY (APRIL & JULY 2020) COVID’S IMPACT ON ECOMMERCE BEHAVIOURS WILL LIKELY ENDURE BEYOND THE PANDEMIC
  • 155. 155 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND GWI’S CORONAVIRUS MULTI-MARKET STUDIES (APR & JUL 2020) BUT WE SHOULD EXPECT OTHER NEW DIGITAL BEHAVIOURS TO ENDURE POST-COVID AS WELL
  • 156. 156 @ESKIMON THE CHANGING FACE OF ONLINE ENTERTAINMENT #6
  • 157. 157 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 78.9% 66.2% 58.1% 53.5% 51.6% 50.5% 48.8% 43.9% 42.3% 34.9% 63.3% 55.6% 44.5% 52.5% 52.1% 38.7% 46.4% 56.6% 46.4% 36.2% FINDING INFORMATION KEEPING UP TO DATE WITH NEWS AND EVENTS FILLING UP SPARE TIME AND GENERAL BROWSING WATCHING VIDEOS, TV SHOWS, OR MOVIES RESEARCHING HOW TO DO THINGS RESEARCHING PLACES, VACATIONS AND TRAVEL RESEARCHING PRODUCTS AND BRANDS STAYING IN TOUCH WITH FRIENDS AND FAMILY ACCESSING OR LISTENING TO MUSIC RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS VALUES FOR JAPAN GLOBAL VALUES JAPAN TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON REASONS FOR USING THE INTERNET
  • 158. 158 MAR 2021 SOURCE: GWI (Q4 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 98.6% 97.8% 97.6% 97.6% 97.4% 96.9% 96.8% 96.5% 96.5% 96.1% 95.8% 95.7% 95.6% 95.3% 95.1% 95.0% 94.9% 94.7% 94.3% 94.1% 93.6% 93.3% 92.9% 92.8% 92.6% 92.5% 91.8% 91.6% 91.6% 89.6% 89.3% 89.0% 88.8% 88.8% 88.6% 88.5% 87.4% 86.7% 85.9% 84.9% 83.5% 83.3% 81.3% 76.6% PHILIPPINES MEXICO INDONESIA TURKEY THAILAND INDIA BRAZIL HONG KONG SAUDI ARABIA VIETNAM ARGENTINA MALAYSIA SOUTH AFRICA ISRAEL COLOMBIA TAIWAN CHINA GREECE UAE POLAND SWEDEN WORLDWIDE ROMANIA EGYPT UK SINGAPORE NEW ZEALAND DENMARK IRELAND ITALY FRANCE AUSTRALIA CANADA PORTUGAL AUSTRIA USA SWITZERLAND BELGIUM RUSSIA SOUTH KOREA NETHERLANDS GERMANY SPAIN JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE SERVICE TO ACCESS TV OR VIDEO CONTENT IN THE PAST MONTH STREAMING AND DOWNLOADING VIDEO CONTENT
  • 159. 159 @ESKIMON • SOURCE: GWI (Q3 2020) JAPANESE PEOPLE SAY THEY SPEND LESS TIME WATCHING STREAMING TV THAN GLOBAL PEERS
  • 160. 60 JAN 2021 29.5% 31.7% 36.5% 39.0% 41.1% 42.2% SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE ABSOLUTE CHANGE. Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020 +7.3% +15.1% +6.9% +5.3% +2.6% DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV STREAMING TV’S SHARE OF DAILY TV WATCH TIME 160
  • 161. 161 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 52.6% 52.2% 51.4% 51.0% 48.8% 45.2% 43.0% 42.9% 42.2% 41.9% 41.9% 41.7% 40.3% 39.0% 38.3% 38.0% 37.8% 37.6% 35.9% 35.7% 35.6% 35.3% 35.2% 35.2% 35.1% 35.0% 34.5% 34.4% 34.4% 32.1% 31.8% 30.6% 30.3% 29.8% 29.0% 28.6% 27.5% 27.3% 27.2% 26.9% 23.7% 23.6% 14.2% CHINA U.A.E. SAUDI ARABIA INDIA VIETNAM THAILAND EGYPT PHILIPPINES WORLDWIDE SINGAPORE TAIWAN MALAYSIA IRELAND MEXICO SOUTH AFRICA DENMARK NEW ZEALAND BRAZIL HONG KONG SWEDEN SPAIN INDONESIA AUSTRALIA TURKEY U.S.A. CANADA ARGENTINA U.K. COLOMBIA AUSTRIA GERMANY POLAND ISRAEL ITALY RUSSIA NETHERLANDS ROMANIA PORTUGAL SWITZERLAND SOUTH KOREA FRANCE BELGIUM JAPAN DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV STREAMING TV’S SHARE OF DAILY TV WATCH TIME
  • 162. 252 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES, MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS. 84.8% 83.3% 82.4% 78.7% 76.0% 74.6% 73.4% 72.5% 71.6% 71.5% 70.4% 70.3% 70.3% 69.9% 68.9% 67.4% 67.4% 67.1% 66.8% 66.6% 66.0% 64.9% 64.9% 64.6% 63.9% 63.8% 62.9% 62.7% 62.3% 62.2% 61.9% 61.8% 61.7% 61.7% 60.3% 59.7% 58.8% 57.6% 56.9% 56.4% 55.6% 48.7% 46.0% 44.4% 44.3% 42.6% 32.4% CHINA MEXICO VIETNAM INDIA BRAZIL NIGERIA ARGENTINA WORLDWIDE U.S.A. KENYA SAUDI ARABIA SWEDEN THAILAND SOUTH AFRICA IRELAND GERMANY PHILIPPINES DENMARK INDONESIA AUSTRALIA U.K. AUSTRIA COLOMBIA NEW ZEALAND SPAIN CANADA U.A.E. GHANA MALAYSIA TURKEY SOUTH KOREA POLAND ITALY NETHERLANDS SWITZERLAND HONG KONG MOROCCO SINGAPORE EGYPT TAIWAN FRANCE BELGIUM ISRAEL ROMANIA JAPAN PORTUGAL RUSSIA PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH PAYING FOR DIGITAL CONTENT 162
  • 163. 163 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) TV STREAMING SERVICES ARE THE MOST POPULAR FORM OF PAID DIGITAL CONTENT IN JAPAN
  • 164. 164 @ESKIMON • SOURCE: GWI (Q3 2020) FEWER THAN 1 IN 5 JAPANESE INTERNET USERS PAYS FOR A TV OR MOVIE STREAMING SERVICE
  • 166. 62 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 96.6% 95.8% 94.5% 93.0% 92.8% 92.5% 92.1% 92.0% 90.9% 90.7% 88.9% 88.6% 87.3% 87.1% 86.9% 86.6% 86.3% 85.9% 85.1% 83.6% 82.5% 82.5% 82.3% 81.9% 81.8% 81.3% 80.1% 80.0% 79.3% 78.8% 77.8% 77.7% 75.5% 75.1% 74.9% 74.8% 74.6% 74.6% 74.6% 74.5% 74.3% 74.3% 74.2% THAILAND PHILIPPINES INDONESIA MEXICO INDIA TURKEY VIETNAM TAIWAN SAUDI ARABIA SOUTH AFRICA MALAYSIA CHINA BRAZIL ARGENTINA WORLDWIDE HONG KONG COLOMBIA U.A.E. EGYPT SOUTH KOREA POLAND SPAIN ROMANIA PORTUGAL SINGAPORE ITALY ISRAEL FRANCE U.S.A. RUSSIA NEW ZEALAND SWITZERLAND CANADA BELGIUM NETHERLANDS DENMARK AUSTRIA JAPAN SWEDEN AUSTRALIA IRELAND U.K. GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE PLAYING VIDEO GAMES 166
  • 167. 167 JAN 2021 87.1% 83.2% 76.1% 56.4% 53.1% 94.3% 92.9% 87.3% 74.1% 60.8% SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD JAPAN PERCENTAGE OF JAPANESE INTERNET USERS WHO PLAY VIDEO GAMES (ANY DEVICE) PLAYING VIDEO GAMES BY AGE & GENDER
  • 168. 168 @ESKIMON VIDEO GAMES ARE STILL A COMPELLING OPPORTUNITY FOR MARKETERS IN JAPAN
  • 169. 37 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE 14.1% 23.7% 4.4% 4.7% 74.6% 53.0% 38.6% 34.4% JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT PLAYS VIDEO GAMES ON EACH KIND OF DEVICE PLAYING VIDEO GAMES: DEVICE PERSPECTIVE 169
  • 170. 170 @ESKIMON THE INFLUENCE OF DIFFERENT MARKETING CHANNELS #7
  • 171. 171 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. VALUES FOR JAPAN GLOBAL VALUES 42.3% 34.0% 29.0% 27.8% 25.7% 23.8% 21.9% 20.4% 20.0% 16.4% 33.9% 32.6% 29.4% 21.1% 27.6% 26.0% 25.3% 24.4% 24.2% 24.0% SEARCH ENGINES ADS SEEN ON TV TV SHOWS AND FILMS PRODUCT COMPARISON WEBSITES ONLINE RETAIL WEBSITES BRAND AND PRODUCT WEBSITES ADS SEEN ON WEBSITES WORD-OF-MOUTH RECOMMENDATIONS CONSUMER REVIEW SITES IN-STORE DISPLAYS OR PROMOTIONS JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS THROUGH EACH MEDIUM OR ACTIVITY TOP SOURCES OF NEW BRAND DISCOVERY
  • 172. 172 @ESKIMON • SOURCE: GWI (Q3 2020) ADS ON SOCIAL MEDIA ARE A TOP SOURCE OF BRAND DISCOVERY AT A GLOBAL LEVEL
  • 173. 173 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) BUT SOCIAL ADS DON’T EVEN RANK IN JAPAN’S TOP 10 CHANNELS FOR NEW BRAND DISCOVERY
  • 174. 174 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) ONLINE CHANNELS ACCOUNT FOR 6 OF THE TOP 10 CHANNELS FOR BRAND DISCOVERY IN JAPAN
  • 175. 175 @ESKIMON • SOURCE: GWI (Q3 2020) 40% OF JAPAN’S INTERNET USERS DISCOVER NEW BRANDS THROUGH SEARCH ENGINES
  • 177. 177 @ESKIMON DIGITAL CHANNELS SHOULD PLAY A CENTRAL ROLE IN JAPANESE BRANDS’ MARKETING MIX
  • 178. 265 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 75.7% 74.1% 73.9% 72.9% 71.2% 70.8% 69.1% 68.2% 67.6% 67.4% 67.2% 67.0% 66.6% 65.2% 64.9% 63.7% 63.7% 63.5% 63.4% 61.5% 61.3% 61.3% 61.3% 60.7% 60.6% 59.8% 59.3% 58.8% 58.6% 58.5% 58.2% 57.7% 57.4% 56.5% 55.6% 55.2% 55.1% 54.5% 54.4% 53.6% 53.0% 52.7% 51.6% 51.4% 46.4% 42.8% 35.9% BRAZIL PHILIPPINES INDONESIA TURKEY KENYA ARGENTINA ROMANIA MALAYSIA AUSTRIA MEXICO PORTUGAL ISRAEL SOUTH KOREA COLOMBIA SOUTH AFRICA NIGERIA SPAIN NEW ZEALAND POLAND TAIWAN IRELAND ITALY SWITZERLAND NETHERLANDS U.K. SINGAPORE GERMANY SWEDEN CANADA THAILAND AUSTRALIA SAUDI ARABIA RUSSIA VIETNAM WORLDWIDE U.S.A. JAPAN BELGIUM FRANCE U.A.E. DENMARK HONG KONG EGYPT INDIA GHANA CHINA MOROCCO PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE ONLINE PRODUCT RESEARCH 178
  • 179. 179 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. VALUES FOR JAPAN GLOBAL VALUES 60.6% 37.5% 35.4% 31.5% 26.2% 17.8% 17.1% 14.6% 12.4% 10.7% 53.1% 30.5% 36.4% 39.3% 44.8% 21.2% 21.8% 20.9% 21.1% 14.7% SEARCH ENGINES PRICE COMPARISON WEBSITES PRODUCT AND BRAND SITES CONSUMER REVIEWS SOCIAL NETWORKS BLOGS ON PRODUCTS AND BRANDS VIDEO SITES DISCOUNT VOUCHER SITES QUESTION & ANSWER SITES MICROBLOGS* JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE WHEN RESEARCHING BRANDS PRIMARY CHANNELS FOR BRAND RESEARCH
  • 180. 180 JAN 2021 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. VALUES FOR JAPAN GLOBAL VALUES 63.1% 18.1% 13.4% 13.4% 11.2% 9.5% 9.5% 8.7% 7.4% 6.0% 50.4% 21.9% 15.5% 23.2% 21.9% 14.0% 24.8% 13.9% 13.6% 17.5% READ AN EMAIL OR NEWSLETTER FROM A BRAND CLICKED ON AN AD AT THE TOP OR SIDE OF A WEBSITE FOLLOWED A BRAND ON A SOCIAL NETWORK VISITED A BRAND’S SOCIAL NETWORK PAGE READ A BRANDED BLOG WATCHED A VIDEO MADE BY A BRAND PLAYED A BRANDED GAME USED A QR CODE PROVIDED BY A COMPANY OR BRAND DOWNLOADED OR USED A BRANDED APP VISITED A BRAND’S WEBSITE JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PERFORMED EACH ACTION ONLINE IN THE PAST MONTH TOP FORMS OF ONLINE BRAND INTERACTION
  • 181. 181 @ESKIMON BRANDED VIDEO STILL OFFERS VALUABLE MARKETING OPPORTUNITIES IN JAPAN
  • 182. 182 @ESKIMON HOWEVER, RESULTS FOR VIDEO MARKETING IN JAPAN MAY NOT MATCH GLOBAL BENCHMARKS
  • 183. 183 @ESKIMON • SOURCE: GWI (Q3 2020) JUST 1 IN 20 JAPANESE INTERNET USERS SAY THEY CLICK ON SOCIAL MEDIA ADVERTISEMENTS
  • 184. 184 @ESKIMON MARKETERS REPORTING TO GLOBAL TEAMS MAY WANT TO USE THESE STATS TO SET EXPECTATIONS
  • 185. 185 @ESKIMON BUT WHAT ELSE DO ALL OF THESE STATS MEAN FOR YOU AND FOR YOUR MARKETING?
  • 187. 187 @ESKIMON 1. ESSENTIAL GLOBAL HEADLINES AND TRENDS 2. THE STATE OF DIGITAL IN JAPAN IN 2021 3. THE PECULIARITIES OF JAPANESE SOCIAL MEDIA 4. MAKING SENSE OF JAPAN’S WEB BEHAVIOURS 5. THE EVOLUTION OF ONLINE SEARCH 6. ONLINE SHOPPING TRENDS IN JAPAN 7. ONLINE ENTERTAINMENT: VIDEO AND GAMING 8. DIGITAL CHANNELS FOR MARKETING 9. PANEL DISCUSSION AND Q&A RECAP OF TODAY’S SESSION
  • 188. Q&A