In many ways Japan is well ahead of the world as a digital and mobile market. Here are some of the most important statistics to help guide insights, strategy, and ideation.

1. .jp
2
0
1
0
Q1
Digital Japan 2010
By the Numbers
Image by heiwa4126 (Flickr)
© 2010 Saren Sakurai All Rights Reserved.

2. Digital Population .jp
2
0
1
0
Q1
78%
Internet
Penetration:
Highest on
the planet
Image by pacificit (Flickr)
Reference: Forrester, July 2009 © 2010 Saren Sakurai All Rights Reserved.

3. Broadband in Japan .jp
2
0
1
67%
0
Q1
Broadband
penetration
36%
Fiber to the Home
(FTTH)
Image by marufish (Flickr)
Reference: eMarketer.com © 2010 Saren Sakurai All Rights Reserved.

4. Top Sites in Japan .jp
2
0
1
0
01. yahoo.co.jp 60M portal Q1
02. fc2.com 38M blogging
03. rakuten.co.jp 35M portal
04. goo.ne.jp 34M web service
05. ameblo.jp 25M blogging
06. livedoor.com 25M blogging
07. msn.com 24M portal
08. nifty.com 23M ISPs
09. hatena.ne.jp 19M blogging
Numbers in Millions of Monthly Uniques
Image by heiwa4126 (Flickr)
Reference: Google Ad Planner, November 2009 © 2010 Saren Sakurai All Rights Reserved.

5. 2010 in Three Words .jp
2
0
1
0
Q1
• Mobile
• Video
• Social
Image by kirainet (Flickr)
Reference: Google Ad Planner, November 2009 © 2010 Saren Sakurai All Rights Reserved.

6. Mobile Generation .jp
2
0
1
0
Q1
86%
of Japanese have a mobile
phone.
Image by heiwa4126 (Flickr)
Reference: emarketer.com © 2010 Saren Sakurai All Rights Reserved.

7. Everybody 3G .jp
2
0
1
0
Q1
106MM
mobile subscribers in
Japan
96MM
are on 3G.
Image by toyohara (Flickr)
Reference: emarketer.com © 2010 Saren Sakurai All Rights Reserved.

8. Mobile Usage Trends Japan
.jp
2
0
1
0
Q1
60%
watch TV on
their mobiles
Image by kengz (Flickr)
Reference: emarketer.com © 2010 Saren Sakurai All Rights Reserved.

9. Mobile Usage Trends Japan
.jp
2
0
1
0
Q1
53%
watch web video
on their mobile
device.
Image by Beckii Cruel (screenshot)
Reference: emarketer.com © 2010 Saren Sakurai All Rights Reserved.

10. Mobile Usage Trends Japan
.jp
2
0
1
0
Q1
71%
of consumers
record and watch
their own videos
on their mobile.
Image by Saren (screenshot)
Reference: emarketer.com © 2010 Saren Sakurai All Rights Reserved.

11. Mobile Usage
.jp
2
0
1
0
Q1
26MM
Japanese game on their
mobile everyday.
Image by y4rd1n4 (Flickr)
Reference: mobikyo © 2010 Saren Sakurai All Rights Reserved.

12. Mobile Usage .jp
2
0
1
0
Q1
17%
use GPS
everyday.
Image by cloneofsnake (Flickr)
Reference: mobikyo © 2010 Saren Sakurai All Rights Reserved.

13. Mobile Usage 2
.jp
0
1
0
Q1
73%
of handsets are
NFC enabled.
18% of consumer
use it regularly.
Image by stephencannon (Flickr)
Reference: mobikyo © 2010 Saren Sakurai All Rights Reserved.

14. Mobile Usage .jp
2
0
1
0
Q1
1.9 trillion
SMS sent in 2009, up
15.5%
Image by dlisbona (Flickr)
Reference: techcrunchies.com © 2010 Saren Sakurai All Rights Reserved.

15. Mobile Usage .jp
2
0
1
0
Q1
40%
of users use
mobile search
everyday.
Image by cavorite (Flickr)
References: MMD Labs/WirelessWatchJapan © 2010 Saren Sakurai All Rights Reserved.

16. Mobile Usage 2
.jp
0
Top Mobile Search Terms 2009 1
0
Q1
01. Mixi
02. 2Channel
03. Mobage Town
04. YouTube
05. Gree
06. Google
07. Rakuten
08. Ameblo
09. Amazon
10. McDonald’s
Image by kamoda (Flickr)
Reference: Google Japan (via blog.gaijinpot.com) © 2010 Saren Sakurai All Rights Reserved.

17. Mobile Usage
.jp
2
0
1
0
Q1
90%
of 16-24 year olds
use the mobile web
at least once a day.
Image by jfchenier (Flickr)
Reference: Infinita (via Contagious Magazine) © 2010 Saren Sakurai All Rights Reserved.

18. iPhone Japan .jp
2
0
iPhone and iPod 1
sales grew 350%. 0
Q1
There are now
3 MILLION
iPhones in Japan.
46.1% of the
SmartPhone
market.
Image by moojie (Flickr)
Reference: Fortune.com and 9to5mac.com © 2010 Saren Sakurai All Rights Reserved.

19. Social .jp
2
0
1
0
Social
Q1
Networking
is on the
Rise
in a uniquely Japanese
way.
© 2010 Saren Sakurai All Rights Reserved.

20. Top SNS in Japan .jp
2
0
1
01. YouTube.com 21.7MM 0
Q1
02. Mixi.jp 12
03. NicoVideo.jp 9.8
04. Twitter.com 4.6
05. Veoh.com 3.2
06. Facebook.com 2.4
07. DailyMotion 2.3
08. MySpace 2
09. Woopie.jp 1.9
10. Gree.jp 1.6
Numbers in Millions of Monthly Uniques
Reference: Google Ad Manager December 2009 © 2010 Saren Sakurai All Rights Reserved.

21. Why We Love Mixi .jp
2
0
1
0
Q1
1. Can keep in touch with far away friends
2. Can make new discoveries through communities.
3. Can get into the inner circle of information
All answers true for over 50% of sample; men and
women, all ages.
Image by spilt-milk (Flickr)
Reference: Goo Research (via What Japan Thinks) © 2010 Saren Sakurai All Rights Reserved.

22. Mixi Mobile .jp
2
0
1
0
Q1
75%
of the page views
on Mixi are now
coming from
mobile phones.
Image by spilt-milk (Flickr)
Reference: emarketer.com © 2010 Saren Sakurai All Rights Reserved.

23. Gree .jp
2
0
1
0
Q1
30 billion
Page Views a month
Reference: Infinita (via Contagious Magazine) © 2010 Saren Sakurai All Rights Reserved.

24. MobageTown Growth .jp
2
0
1
0
Q1
32 billion
Page Views in November
2009. Up from 17 Billion
in September
Reference: CNET Japan © 2010 Saren Sakurai All Rights Reserved.

25. Pixiv.net .jp
2
0
1
1.5 million 0
Q1
Members
18k
Illustrations uploaded every day.
1.2 billion
Page views monthly
Reference: Asiajin.com © 2010 Saren Sakurai All Rights Reserved.

26. Meta Trends in Japan .jp
2
0
1
1998- 2004- 2006- 2010+ 0
Q1
2009 2009 2009
Japan has Blogging The most The next
been in the platforms recent wave will
portal era have wave has be uniquely
for over a grown the been Japanese
decade: fastest online forms of
Yahoo, over the video: Social
Rakuten, last 5 Youtube Networks
MSN years: fc2, and Nico and
ameblo, Nico. Location
livedoor. Based
Services.
Image by InformationArchitects.jp (Flickr)
Reference: Google Ad Planner, November 2009 © 2010 Saren Sakurai All Rights Reserved.

27. .jp
2
0
1
0
Q1
Thank You.
Image by yamagatacamille (Flickr)
© 2010 Saren Sakurai All Rights Reserved.

28. .jp
2
0
1
0
Q1
Saren Sakurai
saren.sakurai@gmail.com
Links to all photos and resources available at bkrdzn.com
© 2010 Saren Sakurai All Rights Reserved.