This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in Japan. You can find more of these Asia reports at http://wearesocial.sg

1. SOCIAL, DIGITAL
AND MOBILE IN
JAPAN
we are social
DECEMBER 2011

2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
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3. JAPAN
127,720,000 86% 14%
TOTAL POPULATION URBAN RURAL
99,182,000 78 %
INTERNET USERS INTERNET PENETRATION
24,700,000 19 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
127,280,000 100 %
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

4. MORE THAN
THREE QUARTERS
OF JAPAN’S POPULATION USES THE INTERNET
we are social SOURCE: BASED ON FIGURES FROM INTERNET WORLD STATS

5. HOWEVER, ONLY
25%
OF JAPANESE BUSINESSES
HAVE THEIR OWN WEBSITE
we are social SOURCE: WALL STREET JOURNAL

6. THE AVERAGE JAPANESE
WEB USER SPENDS ABOUT
17 HOURS
ON THE INTERNET EACH MONTH
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

7. PERCENTAGE OF JAPANESE PERCENTAGE OF JAPANESE
INTERNET USAGE ORIGINATING INTERNET USAGE ORIGINATING
FROM MOBILE DEVICES: VS FROM PCS:
29.3% 27.3%
we are social SOURCE: IMPRESS R&D, AS CITED IN CLICKZ.ASIA, AUGUST 2011

8. NUMBER OF MOBILE INTERNET
SUBSCRIBERS IN JAPAN:
98,680,000
we are social SOURCE: JAPAN STATISTICS BUREAU, AS CITED IN MOBITHINKING

9. (! )!
THE NUMBER OF PEOPLE WITH
MOBILE INTERNET IN JAPAN
IS GREATER THAN THE TOTAL
POPULATION OF GERMANY
we are social SOURCE: BASED ON FIGURES FROM JAPAN STATISTICS BUREAU AND UN DATA

10. PERCENTAGE OF THE POPULATION REGULARLY
USING A MOBILE BROWSER OR MOBILE APP:
JAPAN VS
USA
77% 47%
we are social SOURCE: COMSCORE, AS CITED BY MOBITHINKING

11. THE AVERAGE JAPANESE WEB
USER WATCHES ALMOST
160
ONLINE VIDEOS EVERY MONTH
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

12. TOP SOCIAL NETWORKS IN JAPAN BY USER NUMBERS:
24.7 M
17.6 M
5.2 M
MIXI TWITTER FACEBOOK
we are social SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER

13. GENDER SPLITS ON JAPAN’S TOP SOCIAL NETWORKS
57% 57%
52%
48%
43% 43%
MIXI TWITTER FACEBOOK
we are social SOURCE: SITE-REPORTED METRICS. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USER STATISTICS MAY DIFFER

14. THE 3 MOST POPULAR
MOBILE SITES IN JAPAN ARE
ALL SOCIAL MEDIA SITES
we are social SOURCE: MOBITHINKING

15. MIXI PAGE VIEWS THROUGH
MOBILE EACH MONTH:
25 BILLION
we are social SOURCE: SITE-REPORTED FIGURES

16. PROPORTION OF WORLDWIDE TWEETS
EMANATING FROM JAPAN IN APRIL 2011:
25%
we are social SOURCE: READ WRITE WEB

17. JAPANESE IS TWITTER’S SECOND
MOST POPULAR LANGUAGE, WITH
6%
OF ALL TWEETS IN JAPANESE
we are social SOURCE: MARKETING GUM

18. FACEBOOK DEMOGRAPHICS IN JAPAN
65+:
55-64: 1%
3% 13-17:
5%
45-54:
10%
18-24:
23%
MALE: FEMALE:
35--44: 57% 43%
23%
25-34:
35%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

19. TOP FACEBOOK PAGES IN JAPAN
# BRAND PAGE LIKES GROWTH
1 SATISFACTION GUARANTEED 706,438 13.20%
2 BAD LAND 483,414 26.42%
3 MIYAMATSU_NET 458,345 38.09%
4 CRYSTAL BALL JAPAN 447,246 31.33%
5 UNIQLO 393,340 23.03%
6 372,187 32.69%
STARBUCKS
7 ANA.JAPAN 292,131 27.68%
8 AU BY KDDI 273,945 30.71%
9 MUJI 267,523 3.12%
10 RAKUTEN, INC. 225,129 27.16%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

20. NUMBER OF LINKEDIN USERS IN JAPAN:
490,000
we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

21. 81%
OF JAPANESE WEB USERS
VISIT BLOGS EACH MONTH
we are social SOURCE: COMSCORE

22. AUDIENCE FOR BLOGS IN JAPAN
73,500,000
we are social SOURCE: COMSCORE

23. THE AVERAGE JAPANESE
WEB USER SPENDS ABOUT
63 MINUTES
ON BLOGS EACH MONTH
we are social SOURCE: COMSCORE

24. ADDED TOGETHER, JAPANESE PEOPLE SPEND
½ MILLION YEARS
READING BLOGS EVERY MONTH
we are social SOURCE: BASED ON COMSCORE DATA

25. THE JAPANESE ARE THE MOST ENTHUSIASTIC
BLOGGERS ON EARTH, MAKING MORE THAN
1,000,000
BLOG POSTS EACH MONTH
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

26. 7,000,000
JAPANESE INTERNET USERS
HAVE THEIR OWN BLOG
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

27. $
THE INTERNET INDUSTRY
WILL CONTRIBUTE MORE THAN
US$ 250 BILLION
TO THE JAPANESE ECONOMY IN 2011
we are social SOURCE: NOMURA RESEARCH INSTITUTE, AS CITED IN THE WALL STREET JOURNAL

28. ANNUAL VALUE OF JAPANESE CONSUMER E-COMMERCE:
US$ 86,179,000,000
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

29. THAT EQUATES TO AROUND
US$ 869
PER INTERNET USER, PER YEAR
we are social SOURCE: BASED ON DATA FROM ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

30. ANNUAL VALUE OF DIGITAL MUSIC SALES IN JAPAN
US$ 1,106,000,000
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

31. 37%
OF JAPAN’S INTERNET
USERS PLAY ONLINE GAMES
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

32. REIGSTERED USERS OF MOBAGE
(JAPAN’S LARGEST SOCIAL GAMING PLATFORM)
30 MILLION
we are social SOURCE: SITE-REPORTED FIGURES

33. SIZE OF JAPANESE SOCIAL GAMING MARKET IN 2011:
US$ 2,600,000,000
we are social SOURCE: SERKANTOTO

34. (!THAT’S MORE
THAN THE GDP
OF GUYANA )!
we are social SOURCE: BASED ON DATA FROM SERKANTOTO AND UN DATA, JUNE 2011

35. $
VIRTUAL CURRENCY REVENUES
ON JAPAN’S TOP SOCIAL GAMING
PLATFORMS WILL BE MORE THAN
4 TIMES
GREATER THAN FACEBOOK’S
GLOBAL VIRTUAL CURRENCY REVENUES
we are social SOURCE: CLICKZASIA

36. 99%
OF PEOPLE IN JAPAN OWN
A 3G-ENABLED PHONE
we are social SOURCE: MOBITHINKING

37. 81%
OF JAPANESE MOBILE
SUBSCRIPTIONS INCLUDE MOBILE WEB
we are social SOURCE: MOBITHNINKING

38. ALMOST ALL PHONES IN JAPAN ALLOW USERS TO:
WATCH MOBILE TV AND VIDEO
SEND AND RECEIVE EMAILS
PAY FOR PUBLIC TRANSPORT
BUY PRODUCTS VIA TAP-AND-GO
ACCESS THE INTERNET
we are social SOURCE: MOBITHINKING

39. 63%
OF JAPANESE MOBILE SUBSCRIBERS
TAKE PHOTOS WITH THEIR PHONES
we are social SOURCE: WIKIPEDIA

40. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social

41. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
we are social