Home  › Media › Mobile
topsmartphonejapan2

Rapid Smartphone Adoption in Japan, Mostly Android Users [Study]

  |  August 25, 2012   |  Comments   |  

Android users make up close to 65 percent share of smartphone subscribers, compared to Apple at 32 percent.

More than 24 million people in Japan use smartphones as of June, according to comScore MobiLens.

While this figure represents only 23.5 percent of the entire mobile population in the country, smartphone adoption has increased rapidly in 2012, with growth reaching 43 percent compared to previous year-end.

Android dominates the Japanese smartphone market with more than 64 percent share of subscribers, a notable growth of close to two points compared to its rivals, between the three-month periods ending March and June.

As the chart below illustrates, top smartphone platforms in Japan are as follows:

As the chart above illustrates, Apple's percentage share of smartphone subscribers in the country is half that of Android and continued to drop within the year from March to June.

Taking Photos - Top Activity for Japanese Mobile Subscribers

Close to 63 million users in Japan took photos on their phones whether it was on a smartphone or not, accounting for more than 61 percent of total mobile phone users in the country.

Reading emails (57.5 million; 56 percent share) is the second most popular activity, followed by opening a mobile app (56.2 million; 54.7 percent share) as compared to mobile browsers (52.1 million, 50.8 percent share).

Marketers that plan to reach Japanese mobile users either via email, an app, or creating a mobile-friendly website would need to take these stats into consideration.

When it comes to mobile search, more than 30.6 million subscribers searched on their mobile devices with total mobile audience share at close to 30 percent as of June.

Sharp - Top Device Manufacturer in Japan

More than 102 million people in Japan use feature phone and smartphone devices and local device manufacturers own the market.

Sharp is the top device manufacturer with 22.6 percent market share of mobile subscribers.

Other players include Panasonic, Fujitsu, NEC, and Sony.

Although Sony owns the least percentage share of mobile users in Japan, it is the only OEM that grew by 0.7 percent share from March to June.

The study surveyed more than 4,000 Japanese mobile subscribers measured during the three-month average period ending June 2012.

Charts generated by Fan Shek.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...