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
Video Advertising
amounts to $1,377.6M (13.94% of the total) and will grow by an annual CAGR of
Search Advertising
amounts to $3,374.6M (34.15% of the total) and will grow by an annual CAGR of
Social Media Advertising amounts
to $660.7M (6.7% of the total) and will grow by an annual CAGR of
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
Mobile Advertising
as a standalone segment, including parts of the above segments, is growing fast and will amount to
Japan’s annual growth:
internet users
active social media users
mobile subscriptions
active mobile social users
Digital Device Ownership
mobile phone
smart phone
PC
tablet
TV Streaming Device
Handheld Gaming Console
E-Reader Device
Wearable Tech Device
Time Spent with Media
Average daily use of the internet (PC/Tablet)
Average daily use of the internet (Mobile)
Average daily use of social media (any device)
Average daily use of television
Frequency of Internet Use
Every day
Once per week
Once per month
Less than once per month
Share of web traffic by device
PC
Mobile
Tablet
Other devices
Top Active Social Platforms
Line
Mixi
Facebook Messenger
Ameblo
Mobage
Gree
Mobile Activities
Mobile Messengers
Watching videos
Playing games
Banking
Maps
E-Commerce By Device (past 30 days)
Purchased a product or service online
Searched online for a product of service
Visited an online retail store
Made an online purchase via PC
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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