Japan's Unique Digital Behaviours

MAKING SENSE OF DIGITAL BEHAVIOURS IN THE LAND OF THE RISING SUN
DIGITAL 2021 JAPAN
SIMON KEMP • • 25 MARCH 2021

DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT

DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED

6 @ESKIMON
WORKING WITH NGOS AND
NON-PROFITS TO IDENTIFY
EFFICIENT AND EFFECTIVE WAYS
TO DELIVER DIGITAL IMPACT
HELPING GOVERNMENTS
AROUND THE WORLD MAKE
SENSE OF HOW THEIR CITIZENS
USE CONNECTED TECHNOLOGY
ADVISING THE WORLD’S TOP
INVESTMENT BANKS AND
VCS ON PEOPLE’S EVOLVING
CONNECTED BEHAVIOURS
HELPING MARKETING TEAMS TO
UNDERSTAND DIGITAL TRENDS
AND PRIORITISE INVESTMENTS
OF TIME, EFFORT, AND MONEY
NGOS
GOVERNMENTS
INVESTORS
MARKETERS
KEPIOS HELPS THE WORLD MAKE SENSE OF DIGITAL

8 @ESKIMON
1. ESSENTIAL GLOBAL HEADLINES AND TRENDS
2. THE STATE OF DIGITAL IN JAPAN IN 2021
3. THE PECULIARITIES OF JAPANESE SOCIAL MEDIA
4. MAKING SENSE OF JAPAN’S WEB BEHAVIOURS
5. THE EVOLUTION OF ONLINE SEARCH
6. ONLINE SHOPPING TRENDS IN JAPAN
7. ONLINE ENTERTAINMENT: VIDEO AND GAMING
8. DIGITAL CHANNELS FOR MARKETING
9. PANEL DISCUSSION AND Q&A
TODAY’S SESSION

10 @ESKIMON
ESSENTIAL
HEADLINES

8
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
7.83 5.22 4.66 4.20
BILLION BILLION BILLION BILLION
56.4% 66.6% 59.5% 53.6%
DIGITAL AROUND THE WORLD
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
11

12 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
HOWEVER, DIGITAL CONNECTIVITY STILL ISN’T
EVENLY DISTRIBUTED AROUND THE WORLD

OCEANIA
SOUTH-EASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
26
JAN
2021
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
71%
69%
68%
42%
57%
74%
62%
24%
26%
42%
56%
82%
86%
93%
96%
72%
62%
67%
90%
NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION
INTERNET USERS vs. TOTAL POPULATION BY REGION
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
13

BUT LEVELS OF DIGITAL ADOPTION HAVE BEEN
GROWING QUICKLY IN RECENT MONTHS

9
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS*
ACTIVE SOCIAL
MEDIA USERS*
+1.0% +1.8% +7.3% +13.2%
+81 MILLION +93 MILLION +316 MILLION +490 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN DIGITAL ADOPTION
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
15

16 @ESKIMON
@ESKIMON • SOURCE: ITU (DEC 020)
COVID-19 HAS SEVERELY LIMITED
RESEARCH INTO INTERNET USE

17 @ESKIMON
@ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
AN UPWARD CORRECTION IN INTERNET USER
NUMBERS IS LIKELY WHEN RESEARCH RESUMES

18 @ESKIMON
SOCIAL MEDIA USER GROWTH REPRESENTS
ONE OF THIS YEAR’S BIGGEST HEADLINES

490 MILLION
NEW SOCIAL MEDIA USERS IN THE PAST YEAR

20 @ESKIMON
@ESKIMON • SOURCE: KEPIOS ANALYSIS (JAN 2021)
AN AVERAGE OF MORE THAN 15 NEW USERS
JOINED SOCIAL MEDIA EVERY SECOND IN 2020

21 @ESKIMON
BUT IMPRESSIVE HEADLINES AREN’T
RESTRICTED TO USER NUMBERS

22 @ESKIMON
@ESKIMON • SOURCE: GWI (Q3 2020)
PEOPLE ARE SPENDING MORE TIME THAN
EVER USING CONNECTED TECHNOLOGIES

23 @ESKIMON
7 HOURS A DAY

24 @ESKIMON
48+ HOURS
EACH WEEK

25 @ESKIMON
@ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020), BASED ON THE ASSUMPTION THAT PEOPLE SLEEP BETWEEN 7 AND 8 HOURS PER DAY
THE AVERAGE INTERNET USER NOW SPENDS
OVER 40% OF THEIR WAKING LIFE ONLINE

26 @ESKIMON • SOURCE: GWI (Q3 2020)
GLOBALLY, PEOPLE NOW SPEND TWICE AS MUCH
TIME USING THE INTERNET AS WATCHING TV

27 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020)
BUT CONNECTIVITY IS RESHAPING TV HABITS
TOO, ESPECIALLY WITH THE RISE OF STREAMING

60
JAN
2021
29.5%
31.7%
36.5%
39.0%
41.1% 42.2%
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE
ABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+7.3% +15.1% +6.9% +5.3% +2.6%
DAILY TIME INTERNET USERS* SPEND WATCHING TV CONTENT VIA STREAMING SERVICES AS A SHARE OF THE TOTAL TIME THEY SPEND WATCHING TV
STREAMING TV’S SHARE OF DAILY TV WATCH TIME
28

98% OF THE WORLD’S INTERNET USERS ADMIT
TO ‘SECOND SCREENING’ WHILE WATCHING TV

208
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: THIS ANSWER / OPTION IS NOT AVAILABLE IN ALL COUNTRIES IN GWI’S SURVEY. THE VALUE SHOWN HERE IS BASED ONLY ON THOSE COUNTRIES WHERE THE OPTION IS AVAILABLE.
SHOPPING
APPS
MAP
APPS
BANKING AND
FINANCIAL SERVICES APPS
HEALTH, FITNESS,
AND NUTRITION APPS
DATING AND
FRIENDSHIP APPS*
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
AND VIDEO APPS
MUSIC
APPS
GAME
APPS
69.4% 61.8% 38.7% 29.4% 11.4%
90.7% 88.4% 67.2% 52.9% 52.0%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
30

31 @ESKIMON
DIGITAL HAS BECOME AN ESSENTIAL PART
OF EVERYDAY LIFE FOR PEOPLE EVERYWHERE

66
JAN
2021
SHOPPING
APPS
MAP
APPS
BANKING AND
FINANCIAL SERVICES APPS
HEALTH, FITNESS,
AND NUTRITION APPS
DATING AND
FRIENDSHIP APPS
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
AND VIDEO APPS
MUSIC
APPS
GAME
APPS
48.4% 56.5% 24.7% 12.9% 3.9%
75.3% 74.7% 58.1% 34.0% 39.2%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
32

34 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (MAR 2021)
DIGITAL BEHAVIOURS IN JAPAN ARE OFTEN
VERY DIFFERENT TO THOSE WE SEE ELSEWHERE

36 @ESKIMON
AN OVERVIEW OF
DIGITAL IN JAPAN
#1

37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES INCLUDING THE ITU (JAN 2021) AND GWI (Q3 2020)
JAPAN HAS ONE OF THE HIGHEST LEVELS
OF INTERNET CONNECTIVITY IN THE WORLD

17
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA
PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
TOTAL
POPULATION
MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
126.3 201.1 117.4 93.80
MILLION MILLION MILLION MILLION
91.8% 159.3% 93.0% 74.3%
JAPAN
ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
!
JAPAN
38

39
28
JAN
2021
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
NOTE: VALUES HAVE BEEN CAPPED AT 99%. ADVISORY: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE
WITH DATA PUBLISHED IN PREVIOUS REPORTS.
99.0%
98.1%
98.0%
97.0%
97.0%
96.0%
96.0%
95.7%
94.0%
94.0%
94.0%
93.0%
92.0%
91.0%
91.0%
91.0%
91.0%
90.0%
90.0%
90.0%
89.0%
89.0%
88.0%
85.0%
84.5%
84.2%
84.2%
83.7%
80.7%
80.0%
77.7%
75.0%
74.4%
73.7%
71.0%
70.3%
69.5%
68.0%
67.0%
65.2%
64.0%
59.5%
57.3%
50.0%
50.0%
45.0%
40.0%
U.A.E.
DENMARK
SWEDEN
SOUTH
KOREA
SWITZERLAND
NETHERLANDS
U.K.
SAUDI
ARABIA
CANADA
GERMANY
NEW
ZEALAND
JAPAN
HONG
KONG
BELGIUM
FRANCE
IRELAND
SPAIN
SINGAPORE
TAIWAN
U.S.A.
AUSTRALIA
AUSTRIA
ISRAEL
RUSSIA
POLAND
PORTUGAL
MALAYSIA
ITALY
ROMANIA
ARGENTINA
TURKEY
BRAZIL
MOROCCO
INDONESIA
MEXICO
VIETNAM
THAILAND
COLOMBIA
PHILIPPINES
CHINA
SOUTH
AFRICA
WORLDWIDE
EGYPT
GHANA
NIGERIA
INDIA
KENYA
PERCENTAGE OF THE TOTAL POPULATION THAT USES THE INTERNET
INTERNET ADOPTION BY COUNTRY

18
JAN
2021
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA
PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.
JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
TOTAL
POPULATION
MOBILE
CONNECTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
-0.3% +3.1% +0.8% +4.9%
-405 THOUSAND +6.1 MILLION +890 THOUSAND +4.4 MILLION
JAPAN
ANNUAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN KEY INDICATORS OF DIGITAL ADOPTION
CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
!
40

DESPITE HIGH LEVELS OF ADOPTION, JAPANESE
PEOPLE SPEND RELATIVELY LITTLE TIME ONLINE

34
JAN
2021
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
10:56
10:08
10:07
10:06
09:39
09:17
09:01
08:52
08:44
08:08
08:07
07:57
07:52
07:45
07:36
07:27
07:26
07:24
07:20
07:15
07:11
06:54
06:47
06:44
06:39
06:36
06:30
06:26
06:26
06:22
06:15
06:13
06:11
05:46
05:40
05:37
05:37
05:28
05:28
05:26
05:22
05:16
04:25
PHILIPPINES
BRAZIL
COLOMBIA
SOUTH
AFRICA
ARGENTINA
MALAYSIA
MEXICO
INDONESIA
THAILAND
TAIWAN
SINGAPORE
TURKEY
RUSSIA
SAUDI
ARABIA
EGYPT
ISRAEL
ROMANIA
U.A.E.
PORTUGAL
HONG
KONG
U.S.A.
WORLDWIDE
VIETNAM
POLAND
NEW
ZEALAND
INDIA
IRELAND
CANADA
U.K.
ITALY
SWEDEN
AUSTRALIA
SPAIN
AUSTRIA
SWITZERLAND
FRANCE
SOUTH
KOREA
BELGIUM
NETHERLANDS
GERMANY
CHINA
DENMARK
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
DAILY TIME SPENT USING THE INTERNET
42

43 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020)
JAPANESE PEOPLE SPEND 35% LESS TIME ONLINE
EACH DAY THAN THE WORLDWIDE AVERAGE

44 @ESKIMON
THE NUMBERS FOR SOCIAL MEDIA USE
ARE PERHAPS EVEN MORE INTERESTING

45
83
JAN
2021
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH. VALUES
CAPPED AT 99%. NOTES: DIFFERENCES IN LOCAL DATA AVAILABILITY MEAN COUNTRY FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
99.0%
89.3%
88.1%
88.0%
86.0%
85.6%
84.9%
84.4%
83.6%
82.1%
82.0%
81.8%
80.7%
80.0%
79.9%
79.9%
79.3%
79.3%
78.7%
78.7%
78.1%
77.9%
77.2%
76.6%
76.4%
76.4%
76.0%
75.9%
74.3%
73.7%
72.3%
70.8%
70.3%
68.5%
67.9%
67.8%
64.6%
62.6%
61.8%
59.3%
53.6%
47.4%
41.9%
32.3%
26.1%
20.2%
15.8%
U.A.E.
SOUTH
KOREA
TAIWAN
NETHERLANDS
MALAYSIA
HONG
KONG
CANADA
SINGAPORE
DENMARK
SWEDEN
NEW
ZEALAND
SWITZERLAND
PHILIPPINES
SPAIN
AUSTRALIA
AUSTRIA
ARGENTINA
SAUDI
ARABIA
GERMANY
THAILAND
ISRAEL
U.K.
MEXICO
PORTUGAL
IRELAND
COLOMBIA
BELGIUM
FRANCE
JAPAN
VIETNAM
U.S.A.
TURKEY
BRAZIL
POLAND
ITALY
RUSSIA
CHINA
ROMANIA
INDONESIA
MOROCCO
WORLDWIDE
EGYPT
SOUTH
AFRICA
INDIA
GHANA
KENYA
NIGERIA
ACTIVE SOCIAL MEDIA USERS* AS A PERCENTAGE OF THE TOTAL POPULATION
SOCIAL MEDIA USERS vs. TOTAL POPULATION
! SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO SOURCE CHANGES.

90
JAN
2021
04:15
03:45
03:42
03:42
03:41
03:32
03:27
03:22
03:14
03:08
03:06
03:06
03:01
02:57
02:55
02:48
02:29
02:28
02:25
02:25
02:21
02:18
02:17
02:16
02:07
02:04
01:59
01:57
01:56
01:55
01:55
01:54
01:54
01:52
01:49
01:48
01:46
01:46
01:45
01:41
01:41
01:25
01:24
01:24
01:22
01:08
00:51
PHILIPPINES
COLOMBIA
BRAZIL
KENYA
NIGERIA
SOUTH
AFRICA
MEXICO
ARGENTINA
INDONESIA
GHANA
EGYPT
SAUDI
ARABIA
MALAYSIA
TURKEY
U.A.E.
THAILAND
MOROCCO
RUSSIA
WORLDWIDE
INDIA
VIETNAM
PORTUGAL
SINGAPORE
ROMANIA
U.S.A.
CHINA
POLAND
HONG
KONG
TAIWAN
IRELAND
NEW
ZEALAND
ISRAEL
SPAIN
ITALY
U.K.
SWEDEN
AUSTRALIA
CANADA
BELGIUM
DENMARK
FRANCE
SWITZERLAND
GERMANY
NETHERLANDS
AUSTRIA
SOUTH
KOREA
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING SOCIAL MEDIA EACH DAY
DAILY TIME SPENT USING SOCIAL MEDIA
46

47 @ESKIMON
CULTURAL NORMS PLAY AN IMPORTANT ROLE IN
SHAPING HOW PEOPLE RESPOND TO SURVEYS

JAPANESE PEOPLE SAY THAT THEY SPEND LESS
THAN AN HOUR ON SOCIAL MEDIA EACH DAY

49 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GWI DATA (Q3 2020)
THE TYPICAL JAPANESE USER SPENDS 65% LESS
TIME USING SOCIAL THAN THE GLOBAL AVERAGE

PEOPLE IN JAPAN SPEND AN
AVERAGE OF JUST 51 MINUTES
PER DAY USING SOCIAL MEDIA
PEOPLE IN THE PHILIPPINES SPEND
AN AVERAGE OF 255 MINUTES
PER DAY USING SOCIAL MEDIA
vs
0H 51M
4H 15M
DAILY TIME SPENT USING SOCIAL MEDIA

51 @ESKIMON
BUT DO THESE LOW LEVELS OF TIME SPENT MEAN
DIGITAL IS LESS OF AN OPPORTUNITY IN JAPAN?

52 @ESKIMON
GOOD NEWS: DATA FOR TELEVISION VIEWING
PUTS THE DIGITAL FINDINGS INTO PERSPECTIVE

53
JAN
2021
04:42
04:13
04:08
04:04
04:02
04:01
04:01
03:55
03:30
03:30
03:30
03:27
03:24
03:23
03:22
03:21
03:21
03:20
03:18
03:16
03:16
03:13
03:13
03:12
03:08
03:06
03:05
03:04
03:04
03:02
03:02
02:56
02:55
02:51
02:50
02:50
02:47
02:42
02:42
02:40
02:35
02:28
02:21
U.S.A.
SAUDI
ARABIA
SOUTH
AFRICA
COLOMBIA
BRAZIL
MEXICO
U.K.
ARGENTINA
AUSTRALIA
PHILIPPINES
THAILAND
FRANCE
WORLDWIDE
CANADA
SPAIN
GERMANY
IRELAND
ROMANIA
ITALY
INDIA
POLAND
RUSSIA
TURKEY
CHINA
NEW
ZEALAND
EGYPT
NETHERLANDS
DENMARK
U.A.E.
BELGIUM
SWEDEN
PORTUGAL
MALAYSIA
SOUTH
KOREA
HONG
KONG
INDONESIA
SINGAPORE
AUSTRIA
SWITZERLAND
VIETNAM
ISRAEL
TAIWAN
JAPAN
AVERAGE AMOUNT OF TIME PER DAY (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND WATCHING TELEVISION
DAILY TIME SPENT WATCHING TELEVISION

PEOPLE IN JAPAN SIGNIFICANTLY UNDER-INDEX
FOR TIME SPENT WITH MOST KINDS OF MEDIA

56
JAN
2021
*NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING
AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AS WELL AS PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
TIME SPENT LISTENING TO
MUSIC STREAMING SERVICES
TIME SPENT LISTENING
TO BROADCAST RADIO
TIME SPENT LISTENING
TO PODCASTS
TIME SPENT PLAYING VIDEO
GAMES ON A GAMES CONSOLE
TIME SPENT USING THE
INTERNET (ALL DEVICES)
TIME SPENT WATCHING TELEVISION
(BROADCAST AND STREAMING)
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING PRESS MEDIA
(ONLINE AND PHYSICAL PRINT)
0H 28M 0H 29M 0H 11M 0H 34M
GLOBAL: 1H 31M GLOBAL: 1H 00M GLOBAL: 0H 54M GLOBAL: 1H 12M
4H 25M 2H 21M 0H 51M 0H 41M
GLOBAL: 6H 54M GLOBAL: 3H 24M GLOBAL: 2H 25M GLOBAL: 2H 02M
JAPAN
DAILY TIME SPENT ON MEDIA
THE AVERAGE DAILY TIME* THAT INTERNET USERS AGED 16 TO 64 SPEND ON DIFFERENT KINDS OF MEDIA AND DEVICES

CRITICALLY, JAPANESE PEOPLE SPEND ALMOST
TWICE AS MUCH TIME ONLINE AS WATCHING TV

58 @ESKIMON
GLOBAL COMPARISONS CAN BE MISLEADING;
DIGITAL IS A PRIME OPPORTUNITY IN JAPAN

59 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES, COMPARED TO POPULATION DATA FROM THE UN AND US CENSUS BUREAU
THE AGE STRUCTURE OF JAPAN’S POPULATION
PLAYS A KEY ROLE IN SHAPING DIGITAL TRENDS

17
JAN
2021
SOURCES: DATA PUBLISHED BY THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES (ALL ACCESSED JAN 2021).
48.6
47.5
46.3
45.8
45.1
44.9
44.0
43.6
43.4
43.3
43.1
42.7
42.5
42.4
42.3
42.0
41.9
41.2
41.1
40.6
40.3
39.7
38.6
38.4
38.4
38.1
38.0
33.7
32.7
32.6
31.9
31.7
31.6
31.5
31.0
30.5
30.5
29.9
29.7
29.3
28.6
27.7
25.8
24.7
21.6
20.3
18.1
JAPAN
ITALY
PORTUGAL
GERMANY
SPAIN
HONG
KONG
SOUTH
KOREA
AUSTRIA
NETHERLANDS
ROMANIA
SWITZERLAND
TAIWAN
SINGAPORE
FRANCE
DENMARK
BELGIUM
POLAND
CANADA
SWEDEN
U.K.
THAILAND
RUSSIA
CHINA
IRELAND
U.S.A.
NEW
ZEALAND
AUSTRALIA
BRAZIL
VIETNAM
U.A.E.
SAUDI
ARABIA
TURKEY
ARGENTINA
COLOMBIA
WORLDWIDE
ISRAEL
MALAYSIA
INDONESIA
MOROCCO
MEXICO
INDIA
SOUTH
AFRICA
PHILIPPINES
EGYPT
GHANA
KENYA
NIGERIA
THE AGE AT WHICH THERE ARE AN EQUAL NUMBER OF PEOPLE ABOVE AND BELOW THAT AGE IN EACH COUNTRY OR REGION
MEDIAN AGE BY COUNTRY
60

61 @ESKIMON
DIGITAL SUCCESS IN JAPAN MAY REQUIRE QUITE
A DIFFERENT APPROACH vs. OTHER COUNTRIES

62 @ESKIMON
SOCIAL MEDIA IN JAPAN: A
TOTALLY DIFFERENT WORLD?
#2

93
JAN
2021
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
*NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
2,740
2,291
2,000
1,300
1,221
1,213
689
617
600
511
500
498
481
442
430
353
300
FACEBOOK1
YOUTUBE2
WHATSAPP1
FB MESSENGER1
*
INSTAGRAM2
WEIXIN / WECHAT1
TIKTOK1
QQ1
DOUYIN1
**
SINA WEIBO1
TELEGRAM1
SNAPCHAT2
KUAISHOU1
PINTEREST1
REDDIT1
*
TWITTER2
QUORA1
*
DATA UPDATED TO:
25 JANUARY 2021
THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
THE WORLD’S MOST-USED SOCIAL PLATFORMS
63

45
JAN
2021
NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR
EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS.
74.3%
69.6%
51.5%
38.6%
30.5%
10.7%
9.9%
8.9%
5.6%
5.2%
4.1%
3.2%
3.1%
2.9%
2.6%
2.6%
YOUTUBE
LINE
TWITTER
INSTAGRAM
FACEBOOK
FACEBOOK MESSENGER
SKYPE
TIKTOK
PINTEREST
SNOW
TWITCH
LINKEDIN
SLACK
WECHAT
SNAPCHAT
TUMBLR
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH
MOST-USED SOCIAL MEDIA PLATFORMS
64

65 @ESKIMON • SOURCE: GWI (Q3 2020), BASED ON THE SOCIAL MEDIA ACTIVITY OF INTERNET USERS AGED 16 TO 64
YOUTUBE IS JAPAN’S TOP SOCIAL PLATFORM;
74% OF INTERNET USERS USE IT EACH MONTH

MESSAGING PLATFORM LINE IS THE STAND-OUT
DIFFERENCE IN JAPAN’S SOCIAL LANDSCAPE

7 IN 10 INTERNET USERS AGED 16 TO 64 IN
JAPAN SAY THAT THEY USE LINE EACH MONTH

68 @ESKIMON • SOURCE: GWI (Q3 2020), BASED ON THE SOCIAL MEDIA ACTIVITIES OF INTERNET USERS AGED 16 TO 64
MORE THAN HALF OF JAPAN’S INTERNET USERS
ALSO SAY THEY USE TWITTER EACH MONTH

69 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021)
TWITTER IS MORE POPULAR IN JAPAN THAN
ANY OF FACEBOOK’S VARIOUS PLATFORMS

70 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021)
MEANWHILE, INSTAGRAM IS ALSO
MORE POPULAR THAN FACEBOOK

71 @ESKIMON
ANECDOTALLY, TIKTOK IS A POPULAR CHOICE
AMONGST JAPAN’S TEENAGE AUDIENCES

45
JAN
2021
NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR
EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS.
74.3%
69.6%
51.5%
38.6%
30.5%
10.7%
9.9%
8.9%
5.6%
5.2%
4.1%
3.2%
3.1%
2.9%
2.6%
2.6%
YOUTUBE
LINE
TWITTER
INSTAGRAM
FACEBOOK
FACEBOOK MESSENGER
SKYPE
TIKTOK
PINTEREST
SNOW
TWITCH
LINKEDIN
SLACK
WECHAT
SNAPCHAT
TUMBLR
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH
MOST-USED SOCIAL MEDIA PLATFORMS
72

69
JAN
2021
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES.
# GAME NAME PARENT COMPANY
# APP NAME PARENT COMPANY
RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS
01 TOON BLAST ZYNGA
02 ANIMAL CROSSING: POCKET CAMP NINTENDO
03 HOMESCAPES PLAYRIX; IDREAMSKY
04 GARDENSCAPES - NEW ACRES PLAYRIX
05 DRAGON QUEST TACT SQUARE ENIX
06 FISHDOM: DEEP DIVE PLAYRIX
07 BRAIN TEST: TRICKY PUZZLES UNICO STUDIO
08 PUSH’EM ALL VOODOO
09 MARIO KART TOUR NINTENDO
10 GENSHIN IMPACT MIHOYO
01 COCOA - COVID-19 CONTACT APP MINISTRY OF HEALTH, LABOUR
AND WELFARE - JAPAN
02 ZOOM CLOUD MEETINGS ZOOM VIDEO COMMUNICATIONS
03 PAYPAY SOFTBANK
04 LINE LINE
05 INSTAGRAM FACEBOOK
06 AMAZON PRIME VIDEO AMAZON
07 SMARTNEWS SMARTNEWS
08 TIKTOK BYTEDANCE
09 UBEREATS UBER TECHNOLOGIES
10 TWITTER TWITTER
JAPAN
RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL DOWNLOADS IN 2020
MOBILE APP RANKINGS: DOWNLOADS
73

PEOPLE IN JAPAN ALSO TEND TO USE FAR FEWER
SOCIAL PLATFORMS THAN THE GLOBAL AVERAGE

95
JAN
2021
*NOTE: FIGURES REPRESENT THE AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH SURVEY RESPONDENTS REPORT HAVING AN ACCOUNT, AND DO NOT NECESSARILY INDICATE
ACTIVE USE ACROSS ALL ACCOUNTS OR PLATFORMS EACH MONTH.
11.4
10.7
10.5
10.4
10.2
10.0
9.9
9.9
9.8
9.8
9.6
9.4
9.4
9.3
9.1
8.9
8.9
8.7
8.4
8.3
8.3
8.1
8.0
8.0
7.8
7.8
7.7
7.6
7.5
7.4
7.4
7.3
7.2
7.2
7.1
7.0
6.9
6.9
6.8
6.8
6.8
6.6
6.3
6.2
6.0
5.7
3.8
INDIA
U.A.E.
INDONESIA
SAUDI
ARABIA
MEXICO
THAILAND
PHILIPPINES
VIETNAM
COLOMBIA
BRAZIL
MALAYSIA
TURKEY
ARGENTINA
EGYPT
SINGAPORE
ROMANIA
SOUTH
AFRICA
PORTUGAL
WORLDWIDE
HONG
KONG
POLAND
SPAIN
TAIWAN
IRELAND
ITALY
KENYA
NIGERIA
NEW
ZEALAND
SWEDEN
CHINA
BELGIUM
RUSSIA
AUSTRALIA
DENMARK
U.S.A.
NETHERLANDS
SWITZERLAND
U.K.
AUSTRIA
FRANCE
CANADA
ISRAEL
SOUTH
KOREA
GHANA
GERMANY
MOROCCO
JAPAN
AVERAGE NUMBER OF SOCIAL MEDIA PLATFORMS ON WHICH INTERNET USERS AGED 16 TO 64 HAVE ACCOUNTS (NOT NECESSARILY ACTIVE USERS*)
AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS
75

DESPITE SMALLER ‘PORTFOLIOS’, JAPAN STILL
SEES LARGE SOCIAL MEDIA AUDIENCE OVERLAPS

77
MAR
2021
SOURCE: GWI (Q4 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: ONLY INCLUDES USERS AGED 16 TO 64. PERCENTAGES REPRESENT THE USERS OF THE PLATFORM
IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. PERCENTAGES IN THE “WHO USE ANY OTHER PLATFORM”
COLUMN REPRESENT USERS WHO USE ANY OTHER SOCIAL MEDIA PLATFORM, INCLUDING PLATFORMS NOT LISTED IN THIS TABLE.
WHO USE ANY
OTHER PLATFORM
WHO ALSO
USE YOUTUBE
WHO ALSO
USE LINE
WHO ALSO
USE TWITTER
WHO ALSO
USE INSTAGRAM
WHO ALSO
USE FACEBOOK
WHO ALSO
USE TIKTOK
WHO ALSO
USE PINTEREST
WHO ALSO
USE LINKEDIN
YOUTUBE USERS 95.9% 100.0% 82.3% 75.0% 54.6% 38.6% 15.0% 15.7% 4.7%
LINE USERS 90.8% 70.5% 100.0% 63.4% 53.1% 36.5% 13.8% 10.1% 3.0%
TWITTER USERS 98.7% 77.9% 85.8% 100.0% 64.2% 41.9% 17.5% 13.3% 3.9%
INSTAGRAM USERS 99.9% 78.3% 91.3% 81.5% 100.0% 49.8% 21.6% 15.2% 4.5%
FACEBOOK USERS 99.5% 75.1% 88.5% 75.2% 70.3% 100.0% 19.3% 14.2% 7.0%
TIKTOK USERS 100.0% 86.1% 91.5% 85.6% 83.3% 52.7% 100.0% 20.6% 8.7%
PINTEREST USERS 99.7% 85.6% 87.3% 84.4% 76.3% 50.4% 26.8% 100.0% 10.7%
LINKEDIN USERS 99.2% 89.7% 85.7% 82.2% 73.4% 80.9% 37.0% 34.9% 100.0%
JAPAN
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO USE OTHER SOCIAL MEDIA PLATFORMS
SOCIAL MEDIA PLATFORMS: USER OVERLAPS

MARKETERS ONLY NEED TO BE ON 1 OR 2 OF
THE LARGER PLATFORMS TO REACH MOST USERS

80 @ESKIMON
MARKETERS CAN BE MORE STRATEGIC ABOUT
WHICH CHANNELS TO INCLUDE IN THEIR MIX

81 @ESKIMON • SOURCE: APP ANNIE’S “STATE OF MOBILE 2021” REPORT (JAN 2021)
APP TRACKING DATA ALSO REVEALS THAT PEOPLE
IN JAPAN SPEND LESS TIME USING SOCIAL MEDIA

94
JAN
2021
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANK ORDER BASED ON THE TOTAL, CUMULATIVE TIME THAT ANDROID USERS AROUND THE WORLD
SPENT USING EACH MOBILE APP RESPECTIVE TO OTHER APPS IN EACH CATEGORY THROUGHOUT THE WHOLE OF 2020. *ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES.
DOES NOT INCLUDE DATA FOR CHINA. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.
# VIDEO STREAMING APP AVE. TIME PER USER
# SOCIAL MEDIA APP AVE. TIME PER USER
TOP VIDEO STREAMING MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*
TOP SOCIAL MEDIA MOBILE APPS BY GLOBAL CUMULATIVE TIME SPENT*
01 YOUTUBE 23.2 HOURS / MONTH
02 MX PLAYER 7.6 HOURS / MONTH
03 NETFLIX 7.0 HOURS / MONTH
04 HOTSTAR 4.5 HOURS / MONTH
05 AMAZON PRIME VIDEO 3.7 HOURS / MONTH
06 YOUTUBE GO 9.5 HOURS / MONTH
07 TWITCH 5.1 HOURS / MONTH
08 JIOTV 2.5 HOURS / MONTH
09 YOUTUBE KIDS 6.2 HOURS / MONTH
10 VOOT 4.2 HOURS / MONTH
01 FACEBOOK 19.5 HOURS / MONTH
02 WHATSAPP 19.4 HOURS / MONTH
03 INSTAGRAM 10.3 HOURS / MONTH
04 TIKTOK 13.3 HOURS / MONTH
05 FACEBOOK MESSENGER 2.7 HOURS / MONTH
06 TWITTER 5.6 HOURS / MONTH
07 LINE 10.6 HOURS / MONTH
08 TELEGRAM 2.9 HOURS / MONTH
09 VK 13.9 HOURS / MONTH
10 WHATSAPP BUSINESS 9.3 HOURS / MONTH
RANKINGS OF THE TOP SOCIAL MEDIA AND VIDEO STREAMING MOBILE APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020
TOP SOCIAL AND VIDEO STREAMING APPS BY TIME SPENT
82

46
JAN
2021
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. *NOTE: RANK ORDER DETERMINED BY THE COMBINED AMOUNT OF TIME THAT ALL ANDROID USERS SPENT
USING EACH MOBILE APP THROUGHOUT THE WHOLE OF 2020, COMPARED WITH OTHER MOBILE APPS IN EACH CATEGORY. HIGHER VALUES FOR “AVERAGE TIME PER USER” MAY APPEAR LOWER
IN THE RANKINGS FOR APPS WITH FEWER OVERALL USERS. ADVISORIES: ONLY INCLUDES DATA FOR ANDROID PHONE DEVICES. DOES NOT INCLUDE NEWS APPS OR SPORTS STREAMING APPS.
# VIDEO STREAMING APP AVE. TIME PER USER
# SOCIAL MEDIA APP AVE. TIME PER USER
TOP VIDEO STREAMING MOBILE APPS, RANKED BY CUMULATIVE TIME SPENT*
TOP SOCIAL MEDIA MOBILE APPS, RANKED BY CUMULATIVE TIME SPENT*
01 YOUTUBE 21.4 HOURS / MONTH
02 AMAZON PRIME VIDEO 4.8 HOURS / MONTH
03 BUZZVIDEO 8.6 HOURS / MONTH
04 ABEMATV 3.8 HOURS / MONTH
05 GYAO 4.2 HOURS / MONTH
01 LINE 8.9 HOURS / MONTH
02 TWITTER 9.7 HOURS / MONTH
03 INSTAGRAM 5.2 HOURS / MONTH
04 TIKTOK 11.4 HOURS / MONTH
05 FACEBOOK 3.0 HOURS / MONTH
JAPAN
TOP SOCIAL MEDIA AND VIDEO STREAMING APPS ON ANDROID PHONES, BASED ON TOTAL CUMULATIVE TIME SPENT IN 2020
TOP SOCIAL MEDIA AND STREAMING VIDEO APPS
83

84 @ESKIMON
AUDIENCE DEMOGRAPHICS OFFER ANOTHER
USEFUL BASIS FOR PLATFORM COMPARISON

48
JAN
2021
8.3%
16.9%
21.4% 22.0%
31.4%
FEMALE:
52.5%
MALE:
47.5%
SOURCE: LINE’S “ADS START GUIDE” (NOV 2020).
15 – 19
YEARS OLD
20 – 29
YEARS OLD
30 – 39
YEARS OLD
40 – 49
YEARS OLD
50+
YEARS OLD
JAPAN
PROFILE OF THE AUDIENCE THAT ADVERTISERS CAN REACH WITH ADVERTS ON LINE, BY AGE AND GENDER
LINE ADVERTISING AUDIENCE
85

52
JAN
2021
3.3%
13.5%
14.5%
12.5%
7.8%
3.1%
1.1%
2.3%
8.8%
10.2%
9.4%
7.6%
3.9%
2.0%
SOURCE: EXTRAPOLATIONS OF DATA FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: MOST SOCIAL MEDIA PLATFORMS DO NOT PUBLISH AUDIENCE
DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIR AGE ON SOCIAL MEDIA, WHICH MAY
AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC DATA FROM OTHER SOURCES. “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
JAPAN
SHARE OF THE COMBINED AUDIENCE THAT MARKETERS CAN REACH WITH ADVERTS ON FACEBOOK, INSTAGRAM, AND MESSENGER
AD AUDIENCE: FACEBOOK’S ‘FAMILY’ OF APPS
86

47
JAN
2021
SOURCES: LINE Q3 2020 EARNINGS ANNOUNCEMENT (OCT 2020); LINE’S “ADS START GUIDE” PRESENTATION (NOV 2020). NOTE: LINE RESTRICTS USE OF ITS APP TO PEOPLE AGED 12 AND
ABOVE. *ADVISORIES: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS. FIGURES REFLECT LOCAL USAGE ONLY.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT
DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
TOTAL NUMBER OF
ACTIVE USERS* THAT
LINE REPORTS USE ITS
PLATFORM EACH MONTH
MONTHLY ACTIVE
LINE USERS COMPARED
TO THE TOTAL
POPULATION AGED 12+
QUARTER-ON-QUARTER
INCREASE IN THE
NUMBER OF MONTHLY
ACTIVE LINE USERS
FEMALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
MALE USERS AS
A PERCENTAGE
OF TOTAL FEMALE
AND MALE USERS*
86 75.4% +2.4% 52.5% 47.5%
MILLION +2 MILLION
JAPAN
ESSENTIAL HEADLINES INTO USE OF LINE
LINE OVERVIEW
87

53
JAN
2021
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
38.00 33.7% +2.7% 60.5% 39.5%
MILLION +1.0 MILLION
JAPAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM: AUDIENCE OVERVIEW
88

51
JAN
2021
SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS,
OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
POTENTIAL AUDIENCE*
THAT TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
TWITTER’S POTENTIAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN TWITTER’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT TWITTER
REPORTS IS MALE*
50.90 45.1% -1.9% 31.2% 68.8%
MILLION -1.0 MILLION
JAPAN
TWITTER: AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
89

90 @ESKIMON • SOURCE: KEPIOS QUALITATIVE ANALYSIS (MAR 2021)
MANY TWITTER USERS IN JAPAN ADOPT AN
‘AVATAR’ WHEN THEY’RE USING THE PLATFORM

91 @ESKIMON
THIS WIDESPREAD USE OF AVATARS OFFERS
VALUABLE INSIGHT INTO JAPAN’S SOCIAL HABITS

92
MAR
2021
46.9%
43.8%
42.1%
42.1%
41.6%
40.7%
40.5%
39.0%
38.9%
38.9%
38.5%
37.9%
37.7%
37.6%
37.5%
37.4%
37.3%
35.7%
35.5%
35.5%
35.1%
34.5%
33.8%
33.4%
32.8%
32.1%
32.1%
31.8%
31.0%
30.9%
28.0%
27.8%
27.6%
27.4%
26.9%
26.2%
25.5%
24.5%
24.3%
24.2%
24.1%
24.0%
23.6%
22.7%
22.6%
22.3%
20.7%
17.6%
JAPAN
POLAND
AUSTRIA
SINGAPORE
SPAIN
ISRAEL
VIETNAM
SWITZERLAND
GERMANY
IRELAND
BELGIUM
NEW
ZEALAND
UK
CANADA
FRANCE
TAIWAN
GREECE
PHILIPPINES
AUSTRALIA
SOUTH
KOREA
SOUTH
AFRICA
NETHERLANDS
CHINA
USA
SWEDEN
DENMARK
PORTUGAL
MALAYSIA
WORLDWIDE
HONG
KONG
RUSSIA
EGYPT
ROMANIA
ARGENTINA
UAE
TURKEY
INDIA
NIGERIA
KENYA
SAUDI
ARABIA
ITALY
MEXICO
BRAZIL
GHANA
COLOMBIA
INDONESIA
THAILAND
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO AGREE WITH THE STATEMENT, “I PREFER TO STAY ANONYMOUS ONLINE”
PREFER TO STAY ANONYMOUS ONLINE

BUT THIS DESIRE FOR ANONYMITY DOESN’T
APPEAR TO BE DRIVEN BY PRIVACY CONCERNS

72
JAN
2021
 COMPARABILITY ADVISORY: THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED COMPARED TO A SIMILAR CHART THAT APPEARED IN OUR REPORTS IN PREVIOUS YEARS,
SO VALUES ARE NOT COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS.
53.9%
53.4%
50.7%
44.7%
44.5%
44.5%
43.5%
42.5%
42.5%
41.8%
41.7%
41.6%
41.2%
40.7%
40.2%
40.2%
40.1%
40.1%
38.8%
38.2%
38.1%
37.6%
37.1%
36.1%
35.9%
35.9%
35.9%
35.6%
35.6%
34.5%
33.1%
32.2%
32.1%
31.8%
31.7%
31.4%
31.0%
30.7%
30.1%
29.7%
29.3%
27.8%
26.2%
24.8%
19.6%
18.6%
15.7%
PORTUGAL
SPAIN
BRAZIL
CANADA
FRANCE
SOUTH
AFRICA
MEXICO
AUSTRIA
U.K.
POLAND
GERMANY
U.S.A.
IRELAND
AUSTRALIA
ARGENTINA
NEW
ZEALAND
SINGAPORE
SWITZERLAND
BELGIUM
PHILIPPINES
DENMARK
SOUTH
KOREA
INDONESIA
MALAYSIA
COLOMBIA
HONG
KONG
NETHERLANDS
ISRAEL
ITALY
EGYPT
WORLDWIDE
U.A.E.
KENYA
VIETNAM
INDIA
JAPAN
SAUDI
ARABIA
SWEDEN
ROMANIA
TAIWAN
TURKEY
RUSSIA
THAILAND
CHINA
NIGERIA
MOROCCO
GHANA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA ONLINE
CONCERNS ABOUT MISUSE OF PERSONAL DATA
THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
!
94

AVATAR USE DOESN’T APPEAR TO BE DRIVEN
BY FRUSTRATIONS WITH TARGETED ADS, EITHER

74
JAN
2021
56.8%
50.7%
49.2%
49.0%
47.0%
46.1%
45.3%
45.0%
44.7%
44.3%
44.3%
43.0%
42.7%
42.7%
42.5%
42.3%
41.6%
41.3%
41.3%
41.0%
40.7%
40.4%
40.2%
40.1%
40.0%
39.6%
39.4%
39.2%
38.8%
38.8%
38.4%
36.8%
36.6%
36.5%
36.3%
36.0%
36.0%
35.2%
34.7%
34.4%
33.6%
33.4%
33.2%
29.6%
22.3%
17.5%
17.2%
INDONESIA
INDIA
SOUTH
AFRICA
MALAYSIA
PORTUGAL
CHINA
PHILIPPINES
TAIWAN
COLOMBIA
ARGENTINA
POLAND
AUSTRIA
ROMANIA
WORLDWIDE
TURKEY
NEW
ZEALAND
SAUDI
ARABIA
CANADA
SINGAPORE
SPAIN
BRAZIL
IRELAND
SWEDEN
GERMANY
THAILAND
U.A.E.
ISRAEL
MEXICO
HONG
KONG
U.S.A.
EGYPT
FRANCE
BELGIUM
KENYA
SWITZERLAND
AUSTRALIA
DENMARK
U.K.
VIETNAM
RUSSIA
NETHERLANDS
ITALY
NIGERIA
SOUTH
KOREA
JAPAN
GHANA
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE TOOLS TO BLOCK ONLINE ADVERTISING EACH MONTH
USE OF AD BLOCKERS
! THE CONTEXT OF THE SURVEY QUESTION THAT INFORMS THIS CHART HAS CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS
96

97
MAR
2021
26.7%
26.5%
25.2%
24.3%
21.9%
17.1%
15.1%
14.3%
14.0%
12.5%
36.9%
VALUES FOR JAPAN
GLOBAL VALUES
49.7%
29.6%
36.1%
31.5%
22.3%
23.4%
26.5%
20.8%
20.9%
FILLING SPARE TIME
KEEPING IN TOUCH WITH FRIENDS AND FAMILY
SEEING WHAT’S TRENDING OR BEING TALKED ABOUT
READING NEWS STORIES
FINDING CONTENT (E.G. ARTICLES, SHOWS, VIDEOS, MEMES, ETC.)
FINDING LIKE-MINDED COMMUNITIES AND INTEREST GROUPS
SEEING UPDATES FROM YOUR FAVOURITE BRANDS
FINDING PRODUCTS TO PURCHASE
AVOIDING MISSING OUT ON THINGS
FOLLOWING CELEBRITIES AND INFLUENCERS
JAPAN
TOP REASONS WHY JAPANESE INTERNET USERS AGED 16 TO 64 USE SOCIAL MEDIA, WITH GLOBAL VALUES FOR COMPARISON
MOTIVATIONS FOR USING SOCIAL MEDIA

100
JAN
2021
*NOTE: IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, TO FOLLOW WORK CONTACTS, OR TO FOLLOW
ENTREPRENEURS AND / OR BUSINESS PEOPLE.
61.4%
60.6%
60.0%
59.0%
57.6%
56.1%
55.9%
54.5%
53.2%
48.5%
47.6%
47.0%
47.0%
46.7%
46.2%
42.5%
40.4%
39.7%
37.9%
36.6%
36.4%
35.5%
35.1%
34.8%
34.3%
33.8%
33.6%
33.0%
32.5%
32.0%
31.8%
31.4%
30.8%
29.8%
29.5%
28.7%
28.6%
28.5%
27.1%
25.4%
24.8%
16.7%
16.0%
SOUTH
AFRICA
COLOMBIA
INDONESIA
BRAZIL
PHILIPPINES
ARGENTINA
VIETNAM
MEXICO
MALAYSIA
SAUDI
ARABIA
U.A.E.
THAILAND
TURKEY
INDIA
EGYPT
PORTUGAL
WORLDWIDE
DENMARK
SINGAPORE
ISRAEL
CHINA
TAIWAN
IRELAND
SPAIN
HONG
KONG
SWITZERLAND
ROMANIA
NEW
ZEALAND
AUSTRIA
RUSSIA
SWEDEN
ITALY
POLAND
AUSTRALIA
CANADA
U.K.
U.S.A.
BELGIUM
NETHERLANDS
FRANCE
GERMANY
JAPAN
SOUTH
KOREA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA FOR WORK PURPOSES*
INDIVIDUAL USE OF SOCIAL MEDIA FOR WORK
98

59
JAN
2021
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO DATA ON THIS CHART ARE NOT
COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE BASED
ON AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN
LINKEDIN’S POTENTIAL
POPULATION AGED 18+
QUARTER-ON-
QUARTER CHANGE
IN LINKEDIN’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT LINKEDIN
REPORTS IS MALE*
2.80 2.6% +3.7% 38.2% 61.8%
MILLION +100 THOUSAND
JAPAN
LINKEDIN: AUDIENCE OVERVIEW
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
99

100 @ESKIMON
TAKEAWAY: JAPAN’S SOCIAL HABITS ARE VERY
DIFFERENT TO THOSE IN THE REST OF THE WORLD

101 @ESKIMON
MAKING SENSE OF
JAPAN’S WEB BEHAVIOURS
#3

102
JAN
2021
SOURCES: SEMRUSH (JAN 2021); SIMILARWEB (JAN 2021); ALEXA (MAR 2021). *NOTE: TIME SPENT FIGURES REPRESENT AVERAGES FOR ALL GLOBAL VISITORS, NOT JUST VISITORS FROM JAPAN.
# SEMRUSH RANK TOTAL VISITS # SIMILARWEB RANK TOTAL VISITS # ALEXA RANK TIME / VISIT*
01 YAHOO.CO.JP 4.83B
02 GOOGLE.COM 2.38B
03 RAKUTEN.CO.JP 1.31B
04 AMAZON.CO.JP 1.29B
05 WIKIPEDIA.ORG 1.13B
06 YOUTUBE.COM 1.09B
07 TWITTER.COM 661M
08 PIXIV.NET 483M
09 SYOSETU.COM 479M
10 GOOGLE.CO.JP 428M
01 GOOGLE.COM 3.26B
02 YAHOO.CO.JP 2.37B
03 YOUTUBE.COM 1.13B
04 TWITTER.COM 1.01B
05 NEWS.YAHOO.CO.JP 878M
06 AMAZON.CO.JP 628M
07 RAKUTEN.CO.JP 626M
08 WIKIPEDIA.ORG 479M
09 GOOGLE.CO.JP 383M
10 FC2.COM 338M
01 GOOGLE.COM 16M 23S
02 YOUTUBE.COM 18M 17S
03 YAHOO.CO.JP 10M 00S
04 AMAZON.CO.JP 08M 27S
05 GOOGLE.CO.JP 07M 01S
06 RAKUTEN.CO.JP 08M 41S
07 WIKIPEDIA.ORG 03M 46S
08 FACEBOOK.COM 18M 29S
09 YAHOO.COM 05M 28S
10 ZOOM.US 07M 37S
JAPAN
RANKINGS OF THE TOP 10 MOST VISITED WEBSITES, ACCORDING TO SEMRUSH, SIMILARWEB, AND ALEXA
PERSPECTIVES: JAPAN’S MOST VISITED WEBSITES

103
MAR
2021
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
KEEPING UP TO DATE WITH NEWS AND EVENTS
FILLING UP SPARE TIME AND GENERAL BROWSING
WATCHING VIDEOS, TV SHOWS, OR MOVIES
RESEARCHING HOW TO DO THINGS
RESEARCHING PLACES, VACATIONS AND TRAVEL
RESEARCHING PRODUCTS AND BRANDS
STAYING IN TOUCH WITH FRIENDS AND FAMILY
ACCESSING OR LISTENING TO MUSIC
RESEARCHING HEALTH ISSUES OR HEALTHCARE PRODUCTS
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN
TOP MOTIVATIONS FOR USING THE INTERNET AMONGST JAPANESE INTERNET USERS AGED 16 TO 64, WITH GLOBAL COMPARISON
REASONS FOR USING THE INTERNET

104
JAN
2021
SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021). NOTES: THE GREY TEXT THAT APPEARS IN BRACKETS IN THE TABLES ABOVE DOES NOT APPEAR IN USERS’ ACTUAL SEARCHES, AND HAS
BEEN ADDED TO ASSIST NON-JAPANESE SPEAKERS UNDERSTAND WHAT SEARCH TERMS MEAN. GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE
VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 コロナ [CORONA] 100
02 天気 [WEATHER] 96
03 ヤフー [YAHOO] 38
04 ニュース [NEWS] 35
05 漫画 [MANGA] 35
06 楽天 [RAKUTEN] 31
07 YOUTUBE 31
08 マスク [MASK] 27
09 コロナウイルス [CORONAVIRUS] 19
10 AMAZON 19
1
1 インスタ [INSTAGRAM] 19
12 アニメ [ANIMÉ] 18
13 TWITTER 18
14 ツイッター [TWITTER] 18
15 YAHOO 17
16 アマゾン [AMAZON] 16
17 ポケモン [POKÉMON] 15
18 イオン [AEON] 15
19 GOOGLE 15
20 IPHONE 14
JAPAN
THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH BETWEEN 01 JANUARY AND 31 DECEMBER 2020
GOOGLE SEARCH: TOP QUERIES IN 2020

JAPAN UNDER-INDEXES FOR STAYING IN TOUCH
WITH FRIENDS AND FAMILY VIA THE INTERNET

106
MAR
2021
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN

107 @ESKIMON
THIS MAY HELP TO EXPLAIN WHY JAPAN’S
SOCIAL MEDIA HABITS ARE SO DIFFERENT

108
MAR
2021
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN

109 @ESKIMON
TRENDS IN ONLINE
SEARCH BEHAVIOURS
#4

55
JAN
2021
*NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
USE A CONVENTIONAL
SEARCH ENGINE (ANY DEVICE)
USE VOICE SEARCH OR VOICE
COMMANDS (ANY DEVICE)
SEARCH FOR BRAND INFORMATION
ON SOCIAL MEDIA (ANY DEVICE)
USE IMAGE RECOGNITION
TOOLS (MOBILE DEVICES ONLY)
98.0% 45.3% 44.8% 32.9%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM* FOR ONLINE SEARCHES
ONLINE SEARCH BEHAVIOURS
110

7 IN 10 GLOBAL INTERNET USERS NOW GO
BEYOND CONVENTIONAL SEARCH ENGINES TOO

35
JAN
2021
*NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
USED A CONVENTIONAL
SEARCH ENGINE IN THE
PAST MONTH (ANY DEVICE)
USED VOICE SEARCH OR
VOICE COMMANDS IN THE
PAST MONTH (ANY DEVICE)
USE SOCIAL MEDIA AS A MAIN
SOURCE WHEN RESEARCHING
BRANDS (ANY DEVICE)
USED IMAGE RECOGNITION
TOOLS IN THE PAST MONTH
(MOBILE DEVICES ONLY)
97.5% 17.8% 26.2% 9.6%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH KIND OF TOOL OR PLATFORM* FOR ONLINE SEARCHES
ONLINE SEARCH BEHAVIOURS
112

56
JAN
2021
58.1%
55.7%
51.9%
51.9%
49.3%
48.8%
45.3%
45.3%
45.3%
44.4%
42.0%
41.9%
40.2%
39.9%
39.5%
38.2%
37.1%
35.1%
34.8%
34.7%
34.4%
34.1%
32.8%
32.0%
31.4%
30.8%
29.4%
28.8%
26.2%
25.2%
23.9%
23.8%
23.7%
23.3%
22.0%
21.5%
21.4%
21.0%
20.9%
20.5%
19.5%
19.2%
17.8%
INDIA
CHINA
INDONESIA
MEXICO
TURKEY
THAILAND
SAUDI
ARABIA
U.A.E.
WORLDWIDE
VIETNAM
TAIWAN
COLOMBIA
BRAZIL
U.S.A.
PHILIPPINES
SOUTH
AFRICA
ITALY
ARGENTINA
EGYPT
SPAIN
HONG
KONG
MALAYSIA
AUSTRALIA
CANADA
U.K.
SINGAPORE
NEW
ZEALAND
IRELAND
FRANCE
RUSSIA
GERMANY
SWEDEN
ROMANIA
POLAND
BELGIUM
PORTUGAL
SOUTH
KOREA
NETHERLANDS
SWITZERLAND
AUSTRIA
ISRAEL
DENMARK
JAPAN
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
113

114 @ESKIMON
LOW LEVELS OF VOICE ADOPTION IN JAPAN MAY
BE THE RESULT OF COURTESY CONSIDERATIONS

115 @ESKIMON
SPEAKING ON THE PHONE IS A MAJOR
FAUX-PAS ON JAPAN PUBLIC TRANSPORT

116 @ESKIMON
SIGNS ENCOURAGING PEOPLE TO USE “MANNER
MODE” (I.E. SILENT) ARE UBIQUITOUS IN JAPAN

117 @ESKIMON
HOWEVER, VOICE INTERFACES ARE LIKELY TO
BECOME MORE COMMON AROUND THE WORLD

118 @ESKIMON
VOICE WILL BE PARTICULARLY USEFUL WHEN
IT COMES TO MORE ‘INTEGRATED’ INTERFACES

119 @ESKIMON
RUMOURS ABOUND THAT APPLE WILL LAUNCH
A ‘SMART GLASSES’ PRODUCT IN THE NEXT YEAR

212
JAN
2021
61.9%
61.5%
60.5%
54.7%
51.4%
47.3%
46.2%
44.5%
44.4%
43.5%
40.3%
39.5%
37.0%
36.4%
35.5%
34.9%
34.0%
33.8%
33.7%
32.9%
31.7%
29.9%
29.7%
28.9%
28.9%
28.5%
27.0%
26.0%
24.8%
24.3%
22.4%
22.4%
22.3%
21.9%
21.7%
20.2%
20.0%
19.9%
19.3%
14.6%
14.2%
12.1%
10.4%
9.6%
9.2%
8.8%
8.5%
COLOMBIA
MEXICO
BRAZIL
ARGENTINA
THAILAND
INDONESIA
PORTUGAL
KENYA
VIETNAM
NIGERIA
PHILIPPINES
TAIWAN
ISRAEL
INDIA
SOUTH
AFRICA
SPAIN
ITALY
MALAYSIA
ROMANIA
WORLDWIDE
SAUDI
ARABIA
TURKEY
CHINA
POLAND
U.A.E.
EGYPT
HONG
KONG
GHANA
IRELAND
NEW
ZEALAND
CANADA
DENMARK
U.S.A.
RUSSIA
SINGAPORE
AUSTRALIA
SOUTH
KOREA
U.K.
SWEDEN
MOROCCO
SWITZERLAND
NETHERLANDS
BELGIUM
JAPAN
AUSTRIA
FRANCE
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
120

121 @ESKIMON
IMAGE RECOGNITION TOOLS ALLOW PEOPLE TO
USE IMAGES AND PHOTO AS SEARCH QUERIES

IMAGE RECOGNITION TOOLS ARE PARTICULARLY
POPULAR IN LATAM AND SOUTH-EAST ASIA

123 @ESKIMON
IMAGE RECOGNITION TOOLS OFFER ESPECIALLY
VALUABLE OPPORTUNITIES IN ECOMMERCE

124 @ESKIMON
AS COMPETITION INCREASES, MORE E-RETAILERS
MAY EMBRACE IMAGE RECOGNITION TOOLS

98
JAN
2021
84.8%
82.9%
75.1%
66.3%
65.4%
65.1%
64.9%
64.7%
63.5%
62.6%
61.6%
60.0%
60.0%
59.5%
56.4%
55.5%
54.5%
52.1%
50.6%
49.1%
46.9%
45.3%
44.8%
44.2%
43.0%
42.5%
42.0%
41.7%
39.3%
34.9%
34.9%
34.3%
33.4%
33.3%
33.0%
32.4%
31.7%
31.5%
30.3%
28.4%
28.0%
28.0%
27.8%
26.3%
26.2%
26.2%
24.1%
KENYA
NIGERIA
GHANA
COLOMBIA
PHILIPPINES
INDONESIA
ARGENTINA
MEXICO
MOROCCO
VIETNAM
BRAZIL
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
EGYPT
THAILAND
TURKEY
U.A.E.
ISRAEL
INDIA
TAIWAN
POLAND
WORLDWIDE
HONG
KONG
PORTUGAL
SINGAPORE
RUSSIA
SPAIN
ROMANIA
AUSTRALIA
NEW
ZEALAND
CHINA
IRELAND
ITALY
SWEDEN
DENMARK
U.S.A.
CANADA
BELGIUM
SWITZERLAND
FRANCE
U.K.
AUSTRIA
SOUTH
KOREA
GERMANY
JAPAN
NETHERLANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO VISIT SOCIAL NETWORKS TO SEARCH FOR INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
125

126 @ESKIMON
JAPAN’S TOP SOCIAL PLATFORMS (ESP. LINE)
AREN’T IDEALLY SUITED TO EVERYDAY SEARCH

127 @ESKIMON
AGE MAY ALSO PLAY AN IMPORTANT ROLE IN
SHAPING ADOPTION OF SOCIAL MEDIA SEARCH

128 @ESKIMON
AS SEARCH BEHAVIOURS CONTINUE TO EVOLVE,
SEARCH MARKETING WILL NEED TO EVOLVE TOO

129 @ESKIMON
BUT – AS IS SO OFTEN THE CASE – TRENDS IN
JAPAN MAY BE VERY DIFFERENT TO ELSEWHERE

130 @ESKIMON
MARKETERS IN JAPAN SHOULD FOCUS ON HOW
BEHAVIOURS IN THEIR LOCAL MARKET EVOLVE

132 @ESKIMON
JAPANESE BRANDS ALSO NEED TO BE AWARE OF
GLOBAL TRENDS AND THEIR POTENTIAL IMPACT

73
JAN
2021
SEARCHED ONLINE FOR
A PRODUCT OR SERVICE
TO BUY (ANY DEVICE)
VISITED AN ONLINE
RETAIL SITE OR STORE
(ANY DEVICE)
USED A SHOPPING
APP ON A MOBILE
PHONE OR ON A TABLET
PURCHASED A
PRODUCT ONLINE
(ANY DEVICE)
PURCHASED A
PRODUCT ONLINE
VIA A MOBILE PHONE
81.6% 85.0% 48.4% 73.7% 32.1%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS PERFORMED EACH ACTIVITY IN THE PAST MONTH
ECOMMERCE ACTIVITY OVERVIEW
133

134 @ESKIMON
TRENDS IN JAPAN’S
ECOMMERCE BEHAVIOURS
#5

135 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM SEMRUSH, SIMILARWEB, AND ALEXA (MAR 2021)
ECOMMERCE PLATFORMS ARE SOME OF THE
MOST POPULAR DIGITAL PROPERTIES IN JAPAN

226
JAN
2021
87.1%
85.5%
83.6%
82.9%
82.5%
81.6%
81.3%
80.9%
80.9%
80.2%
79.7%
79.7%
79.7%
79.3%
78.7%
78.4%
77.4%
77.4%
76.8%
76.7%
76.4%
76.2%
76.0%
75.0%
74.9%
74.8%
74.5%
74.4%
74.0%
73.7%
73.7%
73.6%
72.7%
72.7%
72.5%
70.9%
70.0%
69.1%
67.2%
67.1%
60.0%
57.7%
56.6%
INDONESIA
U.K.
THAILAND
MALAYSIA
POLAND
GERMANY
AUSTRIA
TAIWAN
U.S.A.
PHILIPPINES
ITALY
SINGAPORE
SOUTH
KOREA
SPAIN
VIETNAM
IRELAND
CHINA
SAUDI
ARABIA
WORLDWIDE
INDIA
MEXICO
NETHERLANDS
BRAZIL
TURKEY
AUSTRALIA
BELGIUM
SWITZERLAND
FRANCE
HONG
KONG
JAPAN
SWEDEN
CANADA
DENMARK
ROMANIA
ARGENTINA
NEW
ZEALAND
ISRAEL
PORTUGAL
U.A.E.
COLOMBIA
RUSSIA
SOUTH
AFRICA
EGYPT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH
ECOMMERCE ADOPTION
136

74
JAN
2021
45-54
35-44
25-34
16-24 55-64
PURCHASED A PRODUCT
ONLINE IN THE PAST
MONTH: 16-24 YEARS OLD
PURCHASED A PRODUCT
ONLINE IN THE PAST
PURCHASED A PRODUCT
ONLINE IN THE PAST
PURCHASED A PRODUCT
ONLINE IN THE PAST
PURCHASED A PRODUCT
ONLINE IN THE PAST
64.3% 74.0% 76.8% 76.0% 74.3%
JAPAN
PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP THAT MADE AN ONLINE PURCHASE IN THE PAST MONTH VIA ANY DEVICE
ECOMMERCE PURCHASES BY AGE GROUP
137

JAPAN’S ONLINE SHOPPERS HAVE DIFFERENT
DEVICE PREFERENCES TO THEIR GLOBAL PEERS

228
JAN
2021
79.1%
74.2%
69.6%
68.4%
65.1%
64.3%
63.8%
61.4%
59.9%
57.3%
56.9%
55.4%
54.8%
54.0%
52.2%
51.1%
50.8%
48.7%
46.7%
46.5%
45.9%
45.1%
45.0%
42.9%
42.3%
41.7%
41.5%
40.1%
39.3%
38.9%
38.9%
38.9%
37.7%
37.5%
36.4%
36.1%
35.5%
35.5%
34.3%
34.3%
32.5%
32.1%
31.2%
INDONESIA
THAILAND
PHILIPPINES
MALAYSIA
SAUDI
ARABIA
CHINA
TAIWAN
VIETNAM
SOUTH
KOREA
INDIA
SINGAPORE
WORLDWIDE
TURKEY
MEXICO
HONG
KONG
U.A.E.
BRAZIL
U.S.A.
ITALY
U.K.
IRELAND
ARGENTINA
COLOMBIA
POLAND
SPAIN
ROMANIA
ISRAEL
EGYPT
NETHERLANDS
NEW
ZEALAND
SOUTH
AFRICA
SWEDEN
GERMANY
AUSTRIA
AUSTRALIA
PORTUGAL
CANADA
SWITZERLAND
DENMARK
FRANCE
RUSSIA
JAPAN
BELGIUM
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION
139

230
JAN
2021
62.6%
57.5%
56.1%
55.5%
54.9%
53.5%
52.4%
52.3%
51.5%
51.5%
50.2%
50.1%
49.2%
48.3%
48.1%
48.0%
47.7%
47.5%
47.1%
47.1%
46.6%
45.2%
45.1%
44.7%
44.7%
41.7%
41.7%
41.0%
40.9%
40.3%
39.8%
39.0%
34.2%
33.6%
33.3%
29.7%
29.0%
28.1%
26.9%
25.1%
23.1%
22.1%
20.5%
POLAND
AUSTRIA
GERMANY
JAPAN
SPAIN
U.K.
SWITZERLAND
FRANCE
BELGIUM
TAIWAN
AUSTRALIA
U.S.A.
CANADA
IRELAND
SWEDEN
ISRAEL
ITALY
NEW
ZEALAND
ARGENTINA
DENMARK
PORTUGAL
ROMANIA
NETHERLANDS
BRAZIL
SINGAPORE
COLOMBIA
HONG
KONG
MEXICO
SOUTH
KOREA
RUSSIA
MALAYSIA
TURKEY
WORLDWIDE
SOUTH
AFRICA
VIETNAM
U.A.E.
PHILIPPINES
INDIA
INDONESIA
THAILAND
SAUDI
ARABIA
EGYPT
CHINA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO BOUGHT SOMETHING ONLINE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST MONTH
MAKING ECOMMERCE PURCHASES VIA A COMPUTER
140

141
229
JAN
2021
63.0% 61.8% 60.5%
51.0%
38.0%
55.8%
58.1%
55.4%
46.9%
35.8%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
PERCENTAGE OF GLOBAL INTERNET USERS WHO BOUGHT SOMETHING ONLINE VIA A MOBILE DEVICE IN THE PAST MONTH
MOBILE ECOMMERCE ADOPTION BY AGE AND GENDER

142 @ESKIMON
THIS MAY BE PARTLY DUE TO THE EXISTING
ECOMMERCE HABITS OF OLDER GENERATIONS

143 @ESKIMON
HOWEVER, SMARTPHONES’ SMALLER SCREENS
MAY ALSO BE AN IMPORTANT CONSIDERATION

45
JAN
2021
SOURCE: STATCOUNTER (JAN 2021), BASED ON WEB TRAFFIC IN DECEMBER 2020.
82.1%
79.4%
76.6%
76.6%
74.2%
70.5%
68.6%
66.9%
61.6%
60.5%
60.2%
59.1%
58.2%
57.5%
56.7%
56.1%
55.7%
55.7%
54.5%
53.3%
52.9%
52.9%
52.6%
52.2%
51.9%
51.3%
51.0%
50.8%
47.4%
47.3%
47.3%
47.0%
46.7%
45.8%
45.5%
45.4%
45.2%
44.2%
43.9%
41.4%
41.1%
40.1%
38.3%
38.0%
35.2%
31.0%
26.0%
NIGERIA
SOUTH
AFRICA
GHANA
INDIA
KENYA
TURKEY
EGYPT
INDONESIA
CHINA
U.A.E.
THAILAND
ARGENTINA
SINGAPORE
MALAYSIA
ISRAEL
MEXICO
IRELAND
WORLDWIDE
ROMANIA
MOROCCO
SAUDI
ARABIA
COLOMBIA
POLAND
SOUTH
KOREA
TAIWAN
PHILIPPINES
BRAZIL
SPAIN
U.S.A.
SWEDEN
HONG
KONG
ITALY
U.K.
NEW
ZEALAND
JAPAN
FRANCE
AUSTRALIA
GERMANY
AUSTRIA
SWITZERLAND
NETHERLANDS
VIETNAM
CANADA
BELGIUM
PORTUGAL
DENMARK
RUSSIA
PERCENTAGE OF ALL WEB PAGES SERVED TO WEB BROWSERS ON MOBILE PHONES
MOBILE’S SHARE OF WEB TRAFFIC
THE FIGURES ON THIS CHART ARE BASED ON TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER CONNECTED ACTIVITIES (E.G. USE OF NATIVE MOBILE APPS)
!
144

28
JAN
2021
SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
45.5% 50.9% 3.4% 0.13%
+29% -17% +1.5% +18%
+1,025 BPS -1,032 BPS +5 BPS +2 BPS
JAPAN
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
SHARE OF WEB TRAFFIC BY DEVICE
THE FIGURES ON THIS CHART ARE BASED ON WEB TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER ICT-RELATED ACTIVITIES
!
145

146 @ESKIMON
MARKETERS AND RETAILERS NEED TO PAY CLOSE
ATTENTION TO EVOLVING DEVICE PREFERENCES

235
JAN
2021
SOURCES: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020, EXCLUDING B2B SPEND. SEE
STATISTA.COM FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
$2,012
$1,863
$1,697
$1,686
$1,518
$1,492
$1,404
$1,356
$1,312
$1,244
$1,206
$1,192
$1,177
$1,147
$1,128
$1,102
$1,078
$1,011
$858
$835
$785
$758
$703
$675
$619
$602
$376
$371
$341
$304
$283
$247
$245
$223
$219
$216
$202
$185
$132
$91
$84
$84
$79
$77
$70
$68
SOUTH
KOREA
SWITZERLAND
U.K.
U.S.A.
SWEDEN
AUSTRALIA
GERMANY
NETHERLANDS
DENMARK
HONG
KONG
CHINA
ISRAEL
FRANCE
CANADA
AUSTRIA
NEW
ZEALAND
JAPAN
IRELAND
U.A.E.
BELGIUM
SINGAPORE
SPAIN
WORLDWIDE
PORTUGAL
ITALY
POLAND
RUSSIA
MEXICO
MALAYSIA
TURKEY
ROMANIA
SAUDI
ARABIA
COLOMBIA
ARGENTINA
INDONESIA
THAILAND
BRAZIL
SOUTH
AFRICA
VIETNAM
PHILIPPINES
MOROCCO
INDIA
EGYPT
NIGERIA
KENYA
GHANA
AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2020, IN U.S. DOLLARS
ECOMMERCE ARPU: CONSUMER GOODS
147

75
JAN
2021
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR ONLINE CONSUMER
SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.
 COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
DIGITAL
MUSIC
VIDEO
GAMES
TRAVEL, MOBILITY, &
ACCOMMODATION*
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
$16.32 $19.73 $1.15 $16.82
$31.06 $23.93 $18.90 $25.77
JAPAN
THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020, IN U.S. DOLLARS
ECOMMERCE SPEND BY CATEGORY
! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
148

76
JAN
2021
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-YEAR
ONLINE CONSUMER SPEND IN 2020 AND 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO
GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
DIGITAL
MUSIC
VIDEO
GAMES
TRAVEL, MOBILITY, &
ACCOMMODATION*
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
+15.9% +17.7% +20.0% +13.1%
-43.3% +13.5% +13.7% +31.7%
JAPAN
YEAR-ON-YEAR CHANGE IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020 vs. 2019
ECOMMERCE GROWTH BY CATEGORY
! CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS
149

150 @ESKIMON • SOURCE: KEPIOS’S ONGOING ANALYSIS OF ECOMMERCE SPEND DATA , BASED ON STATISTA’S DIGITAL MARKET OUTLOOK (MAR 2021)
FAST GROWTH IN THE GROCERY CATEGORY MAY
SIGNAL GOOD NEWS FOR ECOMMERCE OVERALL

INCREASES IN ONLINE GROCERY SHOPPING
OFTEN PRECEDE BROADER ECOMMERCE GROWTH

THIS MAY BE A RESULT OF THE HIGH FREQUENCY
ASSOCIATED WITH THE GROCERY CATEGORY

153 @ESKIMON • SOURCE: KEPIOS ANALYSIS (MAR 2021)
REGULAR USE MAY HELP
ONLINE CHANNELS ACHIEVE
GREATER SALIENCE, AND EVEN
BECOME ‘DEFAULT’ OPTIONS
PROVIDED EXPERIENCES ARE
FAVOURABLE, THIS CAN LEAD
TO INCREASED CONFIDENCE
IN ECOMMERCE OVERALL
THIS FREQUENCY ENABLES
PEOPLE TO BECOME MORE
FAMILIAR AND COMFORTABLE
WITH ONLINE SHOPPING
GROCERY IS OFTEN A HIGH-
FREQUENCY CATEGORY,
WITH MANY PEOPLE MAKING
WEEKLY GROCERY PURCHASES
TOP-OF-MIND
CONFIDENCE
FAMILIARITY
FREQUENCY
WHY GROCERY IS AN IMPORTANT DRIVER

154 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI’S CORONAVIRUS MULTI-MARKET STUDY (APRIL & JULY 2020)
COVID’S IMPACT ON ECOMMERCE BEHAVIOURS
WILL LIKELY ENDURE BEYOND THE PANDEMIC

155 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GWI (Q3 2020) AND GWI’S CORONAVIRUS MULTI-MARKET STUDIES (APR & JUL 2020)
BUT WE SHOULD EXPECT OTHER NEW DIGITAL
BEHAVIOURS TO ENDURE POST-COVID AS WELL

156 @ESKIMON
THE CHANGING FACE OF
ONLINE ENTERTAINMENT
#6

157
MAR
2021
78.9%
66.2%
58.1%
53.5%
51.6%
50.5%
48.8%
43.9%
42.3%
34.9%
63.3%
55.6%
44.5%
52.5%
52.1%
38.7%
46.4%
56.6%
46.4%
36.2%
FINDING INFORMATION
VALUES FOR JAPAN
GLOBAL VALUES
JAPAN

158
MAR
2021
98.6%
97.8%
97.6%
97.6%
97.4%
96.9%
96.8%
96.5%
96.5%
96.1%
95.8%
95.7%
95.6%
95.3%
95.1%
95.0%
94.9%
94.7%
94.3%
94.1%
93.6%
93.3%
92.9%
92.8%
92.6%
92.5%
91.8%
91.6%
91.6%
89.6%
89.3%
89.0%
88.8%
88.8%
88.6%
88.5%
87.4%
86.7%
85.9%
84.9%
83.5%
83.3%
81.3%
76.6%
PHILIPPINES
MEXICO
INDONESIA
TURKEY
THAILAND
INDIA
BRAZIL
HONG
KONG
SAUDI
ARABIA
VIETNAM
ARGENTINA
MALAYSIA
SOUTH
AFRICA
ISRAEL
COLOMBIA
TAIWAN
CHINA
GREECE
UAE
POLAND
SWEDEN
WORLDWIDE
ROMANIA
EGYPT
UK
SINGAPORE
NEW
ZEALAND
DENMARK
IRELAND
ITALY
FRANCE
AUSTRALIA
CANADA
PORTUGAL
AUSTRIA
USA
SWITZERLAND
BELGIUM
RUSSIA
SOUTH
KOREA
NETHERLANDS
GERMANY
SPAIN
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE USED AN ONLINE SERVICE TO ACCESS TV OR VIDEO CONTENT IN THE PAST MONTH
STREAMING AND DOWNLOADING VIDEO CONTENT

JAPANESE PEOPLE SAY THEY SPEND LESS TIME
WATCHING STREAMING TV THAN GLOBAL PEERS

60
JAN
2021
29.5%
31.7%
36.5%
39.0%
41.1% 42.2%
SOURCE: GWI (Q3 2015 – Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: BASED ON THE BEHAVIOURS OF INTERNET USERS AGED 16 TO 64 ONLY. GROWTH FIGURES SHOWN IN THE WHITE CIRCLES REFLECT RELATIVE YEAR-ON-YEAR GROWTH, NOT THE
ABSOLUTE CHANGE.
Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 Q3 2020
+7.3% +15.1% +6.9% +5.3% +2.6%
160

161
JAN
2021
52.6%
52.2%
51.4%
51.0%
48.8%
45.2%
43.0%
42.9%
42.2%
41.9%
41.9%
41.7%
40.3%
39.0%
38.3%
38.0%
37.8%
37.6%
35.9%
35.7%
35.6%
35.3%
35.2%
35.2%
35.1%
35.0%
34.5%
34.4%
34.4%
32.1%
31.8%
30.6%
30.3%
29.8%
29.0%
28.6%
27.5%
27.3%
27.2%
26.9%
23.7%
23.6%
14.2%
CHINA
U.A.E.
SAUDI
ARABIA
INDIA
VIETNAM
THAILAND
EGYPT
PHILIPPINES
WORLDWIDE
SINGAPORE
TAIWAN
MALAYSIA
IRELAND
MEXICO
SOUTH
AFRICA
DENMARK
NEW
ZEALAND
BRAZIL
HONG
KONG
SWEDEN
SPAIN
INDONESIA
AUSTRALIA
TURKEY
U.S.A.
CANADA
ARGENTINA
U.K.
COLOMBIA
AUSTRIA
GERMANY
POLAND
ISRAEL
ITALY
RUSSIA
NETHERLANDS
ROMANIA
PORTUGAL
SWITZERLAND
SOUTH
KOREA
FRANCE
BELGIUM
JAPAN

252
JAN
2021
*NOTE: IN THIS CONTEXT, “DIGITAL CONTENT” INCLUDES ONLINE ACCESS TO, DOWNLOADS OF, AND SUBSCRIPTIONS TO A BROAD RANGE OF DIGITAL CONTENT, INCLUDING MOVIES,
MUSIC, TV SHOWS, STREAMING SERVICES, NEWS SERVICES, E-BOOKS AND MAGAZINES, VIDEO GAMES, IN-APP PURCHASES, SOFTWARE, DATING SERVICES, AND DIGITAL GIFTS.
84.8%
83.3%
82.4%
78.7%
76.0%
74.6%
73.4%
72.5%
71.6%
71.5%
70.4%
70.3%
70.3%
69.9%
68.9%
67.4%
67.4%
67.1%
66.8%
66.6%
66.0%
64.9%
64.9%
64.6%
63.9%
63.8%
62.9%
62.7%
62.3%
62.2%
61.9%
61.8%
61.7%
61.7%
60.3%
59.7%
58.8%
57.6%
56.9%
56.4%
55.6%
48.7%
46.0%
44.4%
44.3%
42.6%
32.4%
CHINA
MEXICO
VIETNAM
INDIA
BRAZIL
NIGERIA
ARGENTINA
WORLDWIDE
U.S.A.
KENYA
SAUDI
ARABIA
SWEDEN
THAILAND
SOUTH
AFRICA
IRELAND
GERMANY
PHILIPPINES
DENMARK
INDONESIA
AUSTRALIA
U.K.
AUSTRIA
COLOMBIA
NEW
ZEALAND
SPAIN
CANADA
U.A.E.
GHANA
MALAYSIA
TURKEY
SOUTH
KOREA
POLAND
ITALY
NETHERLANDS
SWITZERLAND
HONG
KONG
MOROCCO
SINGAPORE
EGYPT
TAIWAN
FRANCE
BELGIUM
ISRAEL
ROMANIA
JAPAN
PORTUGAL
RUSSIA
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PURCHASED ANY TYPE OF DIGITAL CONTENT* IN THE PAST MONTH
PAYING FOR DIGITAL CONTENT
162

TV STREAMING SERVICES ARE THE MOST POPULAR
FORM OF PAID DIGITAL CONTENT IN JAPAN

FEWER THAN 1 IN 5 JAPANESE INTERNET USERS
PAYS FOR A TV OR MOVIE STREAMING SERVICE

62
JAN
2021
96.6%
95.8%
94.5%
93.0%
92.8%
92.5%
92.1%
92.0%
90.9%
90.7%
88.9%
88.6%
87.3%
87.1%
86.9%
86.6%
86.3%
85.9%
85.1%
83.6%
82.5%
82.5%
82.3%
81.9%
81.8%
81.3%
80.1%
80.0%
79.3%
78.8%
77.8%
77.7%
75.5%
75.1%
74.9%
74.8%
74.6%
74.6%
74.6%
74.5%
74.3%
74.3%
74.2%
THAILAND
PHILIPPINES
INDONESIA
MEXICO
INDIA
TURKEY
VIETNAM
TAIWAN
SAUDI
ARABIA
SOUTH
AFRICA
MALAYSIA
CHINA
BRAZIL
ARGENTINA
WORLDWIDE
HONG
KONG
COLOMBIA
U.A.E.
EGYPT
SOUTH
KOREA
POLAND
SPAIN
ROMANIA
PORTUGAL
SINGAPORE
ITALY
ISRAEL
FRANCE
U.S.A.
RUSSIA
NEW
ZEALAND
SWITZERLAND
CANADA
BELGIUM
NETHERLANDS
DENMARK
AUSTRIA
JAPAN
SWEDEN
AUSTRALIA
IRELAND
U.K.
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO PLAY VIDEO GAMES ON ANY DEVICE
PLAYING VIDEO GAMES
166

167
JAN
2021
87.1%
83.2%
76.1%
56.4%
53.1%
94.3% 92.9%
87.3%
74.1%
60.8%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
JAPAN
PERCENTAGE OF JAPANESE INTERNET USERS WHO PLAY VIDEO GAMES (ANY DEVICE)
PLAYING VIDEO GAMES BY AGE & GENDER

168 @ESKIMON
VIDEO GAMES ARE STILL A COMPELLING
OPPORTUNITY FOR MARKETERS IN JAPAN

37
JAN
2021
TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
14.1% 23.7% 4.4% 4.7%
74.6% 53.0% 38.6% 34.4%
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT PLAYS VIDEO GAMES ON EACH KIND OF DEVICE
PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
169

170 @ESKIMON
THE INFLUENCE OF DIFFERENT
MARKETING CHANNELS
#7

171
JAN
2021
VALUES FOR JAPAN
GLOBAL VALUES
42.3%
34.0%
29.0%
27.8%
25.7%
23.8%
21.9%
20.4%
20.0%
16.4%
33.9%
32.6%
29.4%
21.1%
27.6%
26.0%
25.3%
24.4%
24.2%
24.0%
SEARCH ENGINES
ADS SEEN ON TV
TV SHOWS AND FILMS
PRODUCT COMPARISON WEBSITES
ONLINE RETAIL WEBSITES
BRAND AND PRODUCT WEBSITES
ADS SEEN ON WEBSITES
WORD-OF-MOUTH RECOMMENDATIONS
CONSUMER REVIEW SITES
IN-STORE DISPLAYS OR PROMOTIONS
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO DISCOVER NEW BRANDS THROUGH EACH MEDIUM OR ACTIVITY
TOP SOURCES OF NEW BRAND DISCOVERY

ADS ON SOCIAL MEDIA ARE A TOP SOURCE
OF BRAND DISCOVERY AT A GLOBAL LEVEL

BUT SOCIAL ADS DON’T EVEN RANK IN JAPAN’S
TOP 10 CHANNELS FOR NEW BRAND DISCOVERY

ONLINE CHANNELS ACCOUNT FOR 6 OF THE TOP
10 CHANNELS FOR BRAND DISCOVERY IN JAPAN

40% OF JAPAN’S INTERNET USERS DISCOVER
NEW BRANDS THROUGH SEARCH ENGINES

177 @ESKIMON
DIGITAL CHANNELS SHOULD PLAY A CENTRAL
ROLE IN JAPANESE BRANDS’ MARKETING MIX

265
JAN
2021
75.7%
74.1%
73.9%
72.9%
71.2%
70.8%
69.1%
68.2%
67.6%
67.4%
67.2%
67.0%
66.6%
65.2%
64.9%
63.7%
63.7%
63.5%
63.4%
61.5%
61.3%
61.3%
61.3%
60.7%
60.6%
59.8%
59.3%
58.8%
58.6%
58.5%
58.2%
57.7%
57.4%
56.5%
55.6%
55.2%
55.1%
54.5%
54.4%
53.6%
53.0%
52.7%
51.6%
51.4%
46.4%
42.8%
35.9%
BRAZIL
PHILIPPINES
INDONESIA
TURKEY
KENYA
ARGENTINA
ROMANIA
MALAYSIA
AUSTRIA
MEXICO
PORTUGAL
ISRAEL
SOUTH
KOREA
COLOMBIA
SOUTH
AFRICA
NIGERIA
SPAIN
NEW
ZEALAND
POLAND
TAIWAN
IRELAND
ITALY
SWITZERLAND
NETHERLANDS
U.K.
SINGAPORE
GERMANY
SWEDEN
CANADA
THAILAND
AUSTRALIA
SAUDI
ARABIA
RUSSIA
VIETNAM
WORLDWIDE
U.S.A.
JAPAN
BELGIUM
FRANCE
U.A.E.
DENMARK
HONG
KONG
EGYPT
INDIA
GHANA
CHINA
MOROCCO
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THAT THEY RESEARCH PRODUCTS ONLINE BEFORE MAKING A PURCHASE
ONLINE PRODUCT RESEARCH
178

179
JAN
2021
VALUES FOR JAPAN
GLOBAL VALUES
60.6%
37.5%
35.4%
31.5%
26.2%
17.8%
17.1%
14.6%
12.4%
10.7%
53.1%
30.5%
36.4%
39.3%
44.8%
21.2%
21.8%
20.9%
21.1%
14.7%
SEARCH ENGINES
PRICE COMPARISON WEBSITES
PRODUCT AND BRAND SITES
CONSUMER REVIEWS
SOCIAL NETWORKS
BLOGS ON PRODUCTS AND BRANDS
VIDEO SITES
DISCOUNT VOUCHER SITES
QUESTION & ANSWER SITES
MICROBLOGS*
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE EACH CHANNEL AS A PRIMARY SOURCE WHEN RESEARCHING BRANDS
PRIMARY CHANNELS FOR BRAND RESEARCH

180
JAN
2021
VALUES FOR JAPAN
GLOBAL VALUES
63.1%
18.1%
13.4%
13.4%
11.2%
9.5%
9.5%
8.7%
7.4%
6.0%
50.4%
21.9%
15.5%
23.2%
21.9%
14.0%
24.8%
13.9%
13.6%
17.5%
READ AN EMAIL OR NEWSLETTER FROM A BRAND
CLICKED ON AN AD AT THE TOP OR SIDE OF A WEBSITE
FOLLOWED A BRAND ON A SOCIAL NETWORK
VISITED A BRAND’S SOCIAL NETWORK PAGE
READ A BRANDED BLOG
WATCHED A VIDEO MADE BY A BRAND
PLAYED A BRANDED GAME
USED A QR CODE PROVIDED BY A COMPANY OR BRAND
DOWNLOADED OR USED A BRANDED APP
VISITED A BRAND’S WEBSITE
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE PERFORMED EACH ACTION ONLINE IN THE PAST MONTH
TOP FORMS OF ONLINE BRAND INTERACTION

181 @ESKIMON
BRANDED VIDEO STILL OFFERS VALUABLE
MARKETING OPPORTUNITIES IN JAPAN

182 @ESKIMON
HOWEVER, RESULTS FOR VIDEO MARKETING IN
JAPAN MAY NOT MATCH GLOBAL BENCHMARKS

JUST 1 IN 20 JAPANESE INTERNET USERS SAY
THEY CLICK ON SOCIAL MEDIA ADVERTISEMENTS

184 @ESKIMON
MARKETERS REPORTING TO GLOBAL TEAMS MAY
WANT TO USE THESE STATS TO SET EXPECTATIONS

185 @ESKIMON
BUT WHAT ELSE DO ALL OF THESE STATS
MEAN FOR YOU AND FOR YOUR MARKETING?

187 @ESKIMON
1. ESSENTIAL GLOBAL HEADLINES AND TRENDS
2. THE STATE OF DIGITAL IN JAPAN IN 2021
3. THE PECULIARITIES OF JAPANESE SOCIAL MEDIA
4. MAKING SENSE OF JAPAN’S WEB BEHAVIOURS
5. THE EVOLUTION OF ONLINE SEARCH
6. ONLINE SHOPPING TRENDS IN JAPAN
7. ONLINE ENTERTAINMENT: VIDEO AND GAMING
8. DIGITAL CHANNELS FOR MARKETING
9. PANEL DISCUSSION AND Q&A
RECAP OF TODAY’S SESSION

SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM

Japan's Unique Digital Behaviours

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