This presentation provides a quick overview and benchmarks on key statistics related to the state of all things digital in Japan such as mobile, social and internet. These key figures should be taken into consideration when considering marketing and advertising activities in Japan.

1. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
DIGITAL JAPAN
PIERRE GAULIS - Director @ Cream
01
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2. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
Penetration
in APAC
35%
Global
Average
79%
JAPAN
INTERNET
32%
APAC
Average
04
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3. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
1.22B
APAC
Total
101M
JAPAN
INTERNET
Users
in APAC
05
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4. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
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969,140,200
Active social media users in APAC
accessing social media on any device
943,266,600
Active social media users in APAC
accessing social media on mobile devices
Social Media Users by Device
06
APAC

5. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
07
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Social Penetration by Device
Active social media users accessing social media on
any device as a percentage of the total population
Active social media users accessing social media on
mobile as a percentage of the total population
Active mobile social media users as a percentage of
total active social media users
O
25%
24,3%
97,3%

6. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
JAPAN: SNAPSHOT
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TOTAL POPULATION
127,253,075
ACTIVE FACEBOOK
USERS
23,000,000
INTERNET USERS
138,362,823
ACTIVE MOBILE
SUBSCRIPTIONS
138,362,823
79%
Internet penetration
109%
Mobile Subscription Penetration
08

7. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
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What makes mobile marketing different
in Japan compared to abroad?
175 percent of
Japanese mobile
data users are on
flat-rate plans
User
experience is
great even for
data-intensive
sites and
applications
Limited number
of free wi-fi spots3
5 Smartphones
just over 50% of
total number of
devices.
09
2
Tablets (iPads)
widely used with
3G/4G4

8. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
0
17.5
35
52.5
70
Line Twitter Facebook
23
39
66
Users in Millions
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t
F
Japan social media use
11
L

9. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
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Who are the key players ?
10
Mobile network operators
NTT DoCoMo, au KDDI and
So0Bank
Crea1ve agencies
Dentsu, Hakuhodo, ADK and
many other smaller players.
Mobile media sales
Carriers and ad agencies.
D2 CommunicaCons and
Mediba. Digital AdverCsing
ConsorCum (DAC) and CA
Mobile
Mobile ad networks
Yahoo! Japan, Google,
adways and Pocket
Industry associa1ons:
Mobile MarkeCng SoluCon
AssociaCon (MMSA), the
Mobile Content Forum (MCF)
and the Japan Internet
AdverCsing AssociaCon (JIAA)
1
3
25
4

10. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
Japan
Urban China
United States
Hong Kong
Europe
Urban India
0% 1,250% 2,500% 3,750% 5,000%
8%
12%
16%
22%
43%
47%
Percentage of mobile subscribers accessing mobile Web at least monthly
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Mobile Web access ranking
1
15
Japan 47%
The percentage of people regularly accessing the mobile Web in
Japan and urban China is more than double the US according to
surveys by Forrester

11. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
2010
2011
2012
2013
2014
2015
2016
0 3.25 6.5 9.75 13
$12.55
$11.92
$11.25
$10.46
$9.60
$8.53
$7.90
Ad spending in billion U.S dollars
Online advertising
spending in
Japan from 2010
to 2016
This statistic contains data
on the online advertising
expenditure in Japan from
2010 to 2012 with forecast
until 2016. The source
predicts online ad spending
in Japan to reach 11.92
billion U.S. dollars in 2015.
16
spending in Japan
Online advertising
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12. DIGITAL JAPAN - Japan's digital marketing trends - © Cream
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Thank you!
Contact information:
Pierre Gaulis
Director & co-founder
Cream
Koyano Building 402
Aobadai 2-20-3
Meguro-ku, Tokyo
info@cream-touch.com
www.cream-touch.com
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