Key information including the % of senior internet users in Japan, time spent online on smartphone and pc vs tv, top app, top websites and ecommerce market etc...

1. Key facts about Japan
Digital Landscape
www.chandlernguyen.com Jul 2017
Source: emarketer

2. Japan will be amongst the top 6 countries
globally in terms of internet users in 2018
Worldwide internet users (in millions)
0
125
250
375
500
625
750
875
1,000
China India US Brazil Japan Indonesia Russia Mexico Germany UK
5767
92101
137
105
133
286
616
925
5566
8396111104
126
278
478
814
2017 2018 2019 2020 2021

3. With more than 26M people above 65 years old, Japan has a sizable
number of senior internet users (>8M) compared to other countries.
Internet usage for age group between 20-49 is nearly 100%.
Source: Ministry of internal affairs and communications here

4. Adults in Japan spend roughly equal amount of time
on mobile phone/personal computer vs TV in 2017.
This trend will continue in the next few years
Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of
multitasking on desktop/laptop while watching TV is counted as 1 hour for TV and 1 hour for desktop/laptop; *includes all internet activities on
desktop and laptop computers; **excludes digital
Time spent per day across media

5. Line is the most popular smartphone app in Japan in
2016 based on monthly average unique users
Twitter and Yahoo Japan have the highest percentage increase vs 2015.
Twitter is as popular as Facebook and both are far behind Line when it comes to social networks/
messaging in Japan.

6. Yahoo Japan is exceptionally strong (avg. 34M monthly
unique visitors) when it comes to web property

7. Rakuten still leads the market in both
awareness and usage for ecommerce sites

8. Digital ad spend accelerated,
while out -of-home and TV are expected to maintain well.
Digital ad spend is expected to overtake TV by 2020
Media ad spend ($B)
$0.0
$4.0
$8.0
$12.0
$16.0
Digital TV* Out-of-home Newspaper* Magazine* Radio**
$1.0
$2.1
$5.1
$8.5
$14.0
$14.4
$1.0
$2.1
$5.1
$7.9
$13.7
$11.8
2017 2018 2019 2020 2021
Note:
Source: eMarketer
TV: includes broadcast and cable TV; excludes digital; converted at the exchange rate of US$1=JPY108.772387

9. Mobile ad spend is on schedule to command 72% of
of the total digital ad spend by 2020
20%
40%
60%
80%
2017 2018 2019 2020 2021
74%72%
68%
65%
56%
%Mobile/Total Digital ad spend

10. Japan digital ad spending per internet user ($98.25) is at 11st in the world in 2017. T
his means that internet advertising in Japan is not as competitive as AU, US, UK and
other countries.

11. JP ecommerce is the second largest in APAC (behind China)
but the growth rate is quite slow against other countries
Retail ecommerce (in $ Billion)
$0
$750
$1,500
$2,250
$3,000
China US UK Japan South Korea
$80$111$153
$770
$2,660
$55$95$110
$451
$1,133
2017 2018 2019 2020 2021
Source: eMarketer
Retail ecommerce includes products or services ordered using the internet via any device, regardless of the method of payment or fulfillment;
excludes travel and event tickets; converted at the exchange rate of US$1=JPY108.772387; eMarketer benchmarks its Japan retail ecommerce
sales figures against Ministry of Economy, Trade and Industry (METI), for which the last full year measured was 2016