Advertise in Japan

Japan has an internet penetration of 91.1% so based on their total population of 115,111,595 people 126,323,715 are online, leaving 11,212,120 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in Japan 2017-08-31T19:29:33+00:00

Japan’s internet advertising sector is a $9,881.9M industry, segmented as follows:

Display Advertising

amounts to $2,966.2M (30% of the total) and will grow by an annual CAGR of

11.80%

Video Advertising

amounts to $1,377.6M (13.94% of the total) and will grow by an annual CAGR of

19.02%

Search Advertising

amounts to $3,374.6M (34.15% of the total) and will grow by an annual CAGR of

5.29%

Social Media Advertising amounts

to $660.7M (6.7% of the total) and will grow by an annual CAGR of

14.71%

42% of the population (48,346,870) are on social media, they spend an average of 0.3 hours per day on social platforms, 42% of them use their mobile devices to access social platforms which makes sense because 84% of the population has a mobile phone.

Classifieds Advertising amounts

to $1,502.8M (15.21% of the total) and will grow by an annual CAGR of

-6.15%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$4,572.5M

Japan’s annual growth:

+1%

internet users

N/A

active social media users

+9%

mobile subscriptions

N/A

active mobile social users

Digital Device Ownership

88%

mobile phone

54%

smart phone

89%

PC

18%

tablet

10%

TV Streaming Device

N/A

Handheld Gaming Console

4%

E-Reader Device

4%

Wearable Tech Device

Time Spent with Media

2h 56m

Average daily use of the internet (PC/Tablet)

0h 35m

Average daily use of the internet (Mobile)

0h 21m

Average daily use of social media (any device)

2h 10m

Average daily use of television

Frequency of Internet Use

95%

Every day

3%

Once per week

1%

Once per month

1%

Less than once per month

Share of web traffic by device

60%

PC

36%

Mobile

4%

Tablet

0.1%

Other devices

Top Active Social Platforms

25%

Line

17%

Facebook

15%

Twitter

5%

Mixi

3%

Facebook Messenger

3%

Ameblo

2%

Instagram

+ 2%

Google

2%

Mobage

1%

Gree

Mobile Activities

25%

Mobile Messengers

9%

Watching videos

13%

Playing games

10%

Banking

18%

Maps

E-Commerce By Device (past 30 days)

55%

Purchased a product or service online

65%

Searched online for a product of service

65%

Visited an online retail store

54%

Made an online purchase via PC

13%

Made an online purchase via Mobile

Japan is one of the countries which has lower total internet advertising growth and higher mobile internet penetration.

These countries tend to have larger economies and have relatively mature internet advertising sectors and large middle classes that have fuelled demand for smartphones and tablets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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