Japan's Mobile SNS Market Led by Mixi, Mobage Town and Gree

Japan Mobile SNS Study January 2010 mixi facebook gree mobage town twitter Yahoo! Days

Part 1. Japan’s Mobile Phone Market Overview

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Japan mobile phone market is well developed

Source: Telecommunications Carriers Association, August 2009 Last year Japan’s wireless market grew by mere 4%

Source: Japan Ministry of Internal Affairs and Communications, 2008 ,[object Object],[object Object],Mobile phones outshine landline telephones & PCs in Japan

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3G penetration stands at 95%, making Japan the leader in 3G

Source: Japan Ministry of Internal Affairs and Communications, 2008 ,[object Object],[object Object],[object Object],Chart: 7 Internet Access in Japan by Device Type, 2008 Mobile phones are in the driving seat when accessing Internet PC & mobile phone users 61.9m (68.2%) 4.7m (5.2%) Mobile phone only 8.2m (9.0%) 0.1m (0.1%) Game device/TV only 0.02m (0.0%) 0.7m (0.8%) PC users 82.5 (90.8%) Game device/TV users 5.6m (6.2%) Mobile Phone Users 75.0m (82.6%) PC only 15.0m (16.6%)

[object Object],Source: Mobile Marketing Data Labo., Aug. 2009; n=2,010 (multiple responses allowed) Chart: 8 Japan Internet Services Accessed from Mobile Phone in August 2009 Breakdown of mobile Internet usage in Japan

Part 2. Mobile Social Networking in Japan

[object Object],Source: Mobile Marketing Data Labo., Aug. 2008; n=3,880 Most users access social networks from mobile Source: Mobile Marketing Data Labo., Aug. 2008; n=2,926 Chart: 9 Access methods of social networks in Japan Chart: 10 Main SNS features used on mobile phone

[object Object],Source: Mobile Marketing Data Labo., Aug. 2008; n=6,898 Japan’s social networking demographics Source: Mobile Marketing Data Labo., Aug. 2008; n=3,478 Source: Mobile Marketing Data Labo., Aug. 2008; n=3,420 Chart: 11 SNS usage / awareness in Japan

[object Object],Source: Mobile Marketing Data Labo., Aug. 2009; n=3,880 (multiple responses allowed) Chart: 14 Features most used on social network sites (including both PC and mobile phone users) Social networks attract users by multiple features Good selection of games is an important attribute of successful social network in Japan

[object Object],Source: Mobile Marketing Data Labo., Aug. 2008; n=3,880 (multiple responses allowed) Chart: 15 Mobile Social Networks Accessed In Japan, 2008 Home-grown social networks rule in Japan Chart: 16 Mobile Sites Used for Communication, 2009 Source: Cross Marketing, Sep. 2009; n=2,993 Foreign players struggle to get footing in Japan Big three dominate the social networking marketplace in Japan

Twitter in Japan: growing but yet to make an impact ,[object Object],[object Object],Table 1: Stats of Twitter usage in Japan, US & UK, April 2009 Source: http://www.netratings.co.jp/New_news/News05272009.htm

Facebook in Japan: relying on organic growth ,[object Object],[object Object],Table 2: Facebook Japan vs. Facebook USA and mixi Japan, November 2009 Source: http://csp.netratings.co.jp/nnr/PDF/Newsrelease12242009_J.pdf

Source: Companies’ reporting numbers Mixi is a leading social networking site in Japan by user base

7.1% Mobage Town Gree mixi 18.2% Source: Mobile Marketing, March 2008; n=352 ,[object Object],Chart: 7 Mobile social network member overlap Mobile social network membership overlap is common in Japan 6.8% 7.1% 4.8% 10.5% 13.9%

Source: Company’s reporting numbers Marketers must target mobiles as the main vehicle for serving ads ,[object Object]

[object Object],[object Object],[object Object],Differentiation strategies of big three social networks in Japan ,[object Object],[object Object],[object Object],Chart: 20 Brand positioning of big three in Japan Entertainment-centric Communications-centric mixi mobage town gree

Mobage demographics: games appeal to younger male audience By gender By age mixi mobage town gree Source: Company’s reporting numbers Female Male

Mobage town offerings at glance Source: Company

mixi offerings at glance Source: Company

Social network revenue model: Gree primer Source: Company

Premium content and ad sales equally contribute to revenue Source: Company mobage town sales breakdown

Near future outlook: opening APIs and luring developers Source: Companies ,[object Object],[object Object],[object Object]

Japan's Mobile SNS Market Led by Mixi, Mobage Town and Gree

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