Abstract
The Japan Online Overview report examines both the online and mobile behavior patterns of this tech-savvy, trend-setting population.
Japan has the world' s second largest economy, and the tenth largest population, so what the Japanese do or don' t do online has a real impact on markets around the globe.
Fortunately, they are doing a lot.
eMarketer estimates that in 2007 the number of Japanese Internet users reached 89.1 million. Internet usage among young Japanese is nearly universal, with nine in 10 Japanese under 40 are already online.
Key questions the “Japan Online Overview” report answers:
- How many Japanese are online?
- What trends can be predicted by looking at Japanese mobile usage?
- Why are DSL and cable already passe in high-tech Japan?
- How fast is the Japanese online ad market growing?
- What percentage of Japanese companies are buying mobile advertising?
- And many others....
eMarketer Reports- On Target and Up to Date
The Japan Online Overview report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- Internet Users Worldwide, by Native Language, 2007 (millions and % of total Internet users)
The Economy
- Top 15 Countries Worldwide Ranked by Projected Gross Domestic Product* (GDP), 2007 (billions)
Internet Access
- Comparative Estimates: Internet Users in Japan, 2006-2011 (millions)
- Comparative Estimates: Internet User Penetration in Japan, 2006-2011 (% of population)
- Mobile Internet Users in Select Countries Worldwide, 2006 (% of respondents)
- Mobile Internet Subscribers in Japan, January-November 2007
- Online Activities during which Internet Households in Japan Are Dissatisfied with Access Technology, November 2007 (% of respondents)
- At-Home Internet Users in Japan, March 2001-March 2010 (millions)
Broadband
- Internet Users and Broadband Households in Select Countries Worldwide, 2007 (millions and % of total)
- Top 10 Countries Worldwide, Ranked by Broadband Lines, Q2 2007 (millions)
- Broadband Subscriptions in Japan, by Access Technology, Q1 2005-Q2 2007 (millions)
- Internet Households in Japan, by Access Technology, November 2007 (% of respondents)
Internet Demographics
- Internet Users in Japan, December 2003 & December 2006 (% of each group)
- Internet Users and Penetration in Japan, by Gender, October 2006 (millions and % of population in each group)
- Internet Access Devices Used by Internet Users in Japan, by Gender, October 2006 (% of respondents in each group)
- Number of Days per Week that Consumers in Select Countries Worldwide Read Blogs, by Gender, 2006 (average)
Internet Usage
- Daily Personal Time Spent Online by Adult Internet Users in Japan, May 2007 (% of respondents)
- Online Activities of Internet Users in Japan, October 2006 (millions and % of Internet users)
- Online Activities of Internet Users in Japan, by Gender, October 2006 (millions and % of Internet users in each group)
- Top Five Mobile Internet Activities* of Mobile Phone Users in Japan, June 2007 (% of respondents)
- Top 10 Web Properties among Internet Users in Japan, Ranked by Unique Visitors, October 2007 (thousands)
- Political Influencers* in Select Countries Worldwide Who Read Blogs, 2006 (% of respondents)
- Average Number of Days per Week that Blog Readers in Select Countries Read Blogs, November 2006
- Social Networking Users in Select Countries Worldwide, 2006 (% of Internet users)
- Favorite Social Networking Sites among Internet Users in Japan, 2007 (% of respondents)
- Favorite Social Media Sites* among Internet Users in Japan, 2007 (% of respondents)
- Leading Types of Online Video Content Web Sites Used by Adult Internet Users in Japan Who Watch Online Video, May 2007 (% of respondents)
- Primary Reason that Adult Internet Users in Japan Have Viewed Content on a User-Generated Content Web Site*, May 2007 (% of respondents)
- Factor that Would Increase Online and Mobile Content Use by Adult Internet Users in Japan, May 2007 (% of respondents)
E-Commerce
- B2C E-Commerce Sales* in Japan, 2005-2010 (billions and % change)
- B2C E-Commerce Sales* for Select Countries in the Asia-Pacific Region, 2006 & 2010 (billions, % market share and CAGR**)
- Digital Content Revenues in Japan, by Type, 2002-2007 (billions of ¥)
- Average Annual Amount Spent Online* per Internet User in Japan, 2005-2010
- Average Annual Amount Spent Online* per Internet User in Select Countries in the Asia-Pacific Region, 2006 & 2010
- Holiday Shoppers in Select Countries Worldwide Who Plan to Shop Online, 2006 & 2007 (% of respondents)
- Holiday Shoppers in Select Countries Worldwide Who Are Concerned about Online Transaction Security, October 2007 (% of respondents)
- Holiday Shoppers in Select Countries Worldwide Who Have Been Victims of Online Security Issues, by Type, October 2007 (% of respondents)
Other Digital Channels
- Mobile Phone Penetration in Japan, 2003-2010 (% of population)
- 3G Subscribers in Japan, January-September 2007 (millions)
- Mobile Data Service* Users in Select Countries Worldwide, 2006 (% of respondents)
- M-Commerce Revenues in Japan, by Type, 2002-2006 (billions of ¥)
- Digital Music Sales in Japan, by Format, Q1 & Q2 2007 (millions of ¥)
- Digital TV (DTV) Households in the Asia-Pacific Region, by Country, 2006 & 2012 (thousands and % market share)
- HDTV Households in Select Countries Worldwide, 2006 & 2011 (millions)
- Top 5 IPTV Countries Worldwide, Ranked by Revenues, 2012 (millions)
Online Advertising and Marketing
- Comparative Estimates: Online Advertising Spending in Japan, 2006-2011 (billions)
- Online Advertising Spending in Japan, by Segment, 2005-2011 (billions of ¥)
- Online Advertising Spending Growth in Japan, by Segment, 2006-2011 (% increase vs. prior year)
- Advertising Spending in Japan, by Media, 2004-2006 (billions of ¥)
- Advertising Spending for Select Countries in the Asia-Pacific Region, 2006-2008 (% change)
- Top 10 Advertisers in Japan, Ranked by Total Advertising Spending, 2005 & 2006 (millions and % change)
Advertising Trends
- Companies in Japan that Used Online and/or Mobile Advertising, 2006 (% of respondents and % increase vs. prior year)
- Mobile Advertising Spending in Japan, by Segment, 2005-2011 (billions of ¥ and % increase vs. prior year)
- Leading Advantages* of Mobile Advertising according to Companies in Japan, February-March 2007 (% of respondents)
- Leading Disdvantages of Mobile Advertising according to Companies in Japan, February-March 2007 (% of respondents)
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