As the first country in Asia where comScore has introduced mobile measurement, Japan joins the US, UK, France, Germany, Italy and Spain as the seventh individual market reported in MobiLens.
"Japan is home to one of the most advanced mobile markets in the world, with sophisticated consumers who use their mobile devices for a wide array of activities," said Daizo Nishitani, comScore vice president for Japan. "comScore MobiLens provides publishers, advertisers and device manufacturers with actionable insights into consumers' mobile device attributes and consumer behaviours. comScore is pleased to add mobile measurement to its growing suite of digital measurement capabilities in Japan."
Mobile users in Japan displayed substantial usage of mobile media on their devices. In June 2010, nearly 60 million mobile users in Japan accessed the browser on their mobile device, equating to 59.3% of the entire mobile audience, while more than 42.6 million users accessed a mobile application (42.3%).
More than half of mobile users in Japan (54%) accessed email on their mobile device, with more than one-third accessing weather information (34.1%) and search (33%). News (20.9%) and sports information (20.8%) were also among the more popular activities, while 17% of the mobile population visited social networking sites or blogs.
Other popular mobile behaviours include taking photos (63.0%), sending text messages (40.1%), watching TV and/or video (22.0%), playing games (16.3%) and listening to music (12.5%).
| Select Mobile Behaviours in Japan June 2010 | ||
|---|---|---|
| Total Japan Mobile Audience Age 13+ Source: comScore MobiLens | ||
| Audience (000) | Percent of Mobile Users | |
| Total Audience: 13+ yrs old | 100,900 | 100.0% |
| Took photos | 63,560 | 63.0% |
| Used browser | 59,848 | 59.3% |
| Used email (work or personal) | 54,513 | 54.0% |
| Used application | 42,671 | 42.3% |
| Sent text message | 40,496 | 40.1% |
| Accessed weather | 34,369 | 34.1% |
| Accessed search | 33,312 | 33.0% |
| Watched TV and/or video on mobile phone | 22,200 | 22.0% |
| Accessed news | 21,042 | 20.9% |
| Accessed sports information | 20,959 | 20.8% |
| Accessed entertainment news | 17,902 | 17.7% |
| Accessed social networking site or blog | 17,173 | 17.0% |
| Played games | 16,397 | 16.3% |
| Accessed financial news or stock quotes | 16,233 | 16.1% |
| Accessed maps | 15,806 | 15.7% |
| Accessed traffic reports | 12,694 | 12.6% |
| Listened to music on mobile phone | 12,662 | 12.5% |
| Accessed tech news | 8,935 | 8.9% |
| Accessed restaurant information | 8,468 | 8.4% |
| Accessed bank accounts | 8,089 | 8.0% |
"We welcome comScore MobiLens in Japan," said Hidenori Miyatani, of the Planning and Research Office at Rakuten, Inc. "The dynamic nature of mobile in Japan requires a complete mobile measurement service which MobiLens offers."
"In this dynamic and fast-growing market, understanding what content users are consuming on their mobile device and how they are consuming this content is critical information for mobile brands," said Will Hodgman, comScore executive vice president for the Asia Pacific region. "The ability to understand mobile users from several dimensions including user behaviours, demographic characteristics and device specifications is a welcome innovation for Japan's mobile industry."
For more information on comScore MobiLens, go to www.comscore.com/Products_Services/Product_Index/MobiLens.
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