technology landscape in japan
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Google Confidential and Proprietary
Google Confidential and Proprietary
Understanding the Mobile Consumer
May 2012
Our Mobile Planet:Japan
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Google Confidential and Proprietary
Executive Summary
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Smartphones have become an indispensable part of our daily lives. Smartphone penetrationhas risen to 20% of the population and these smartphone owners are becoming increasinglyreliant on their devices. 77% access the Internet every day on their smartphone and most never
leave home without it. Implication: Businesses that make mobile a central part of their strategywill benefit from the opportunity to engage the new constantly connected consumer.
Smartphones have transformed consumer behavior. Mobile search, video, app usage, andsocial networking are prolific. Smartphone users are multi-tasking their media with 80% usingtheir phone while doing other things such as watching TV (53%). Implication: Extendingadvertising strategies to include mobile and developing integrated cross-media campaigns canmore effectively reach todays consumers.
Smartphones help users navigate the world. Appearing on smartphones is critical for localbusinesses. 91% of smartphone users look for local information on their phone and 79% takeaction a result, such as making a purchase or contacting the business. Implication: Ensuring thatclickable phone numbers appear in local results and leveraging location based services on mobilemake it easy for consumers to connect directly with businesses.
Smartphones have changed the way consumers shop. Smartphones are critical shopping tools
with 100% having researched a product or service on their device. Smartphone research influencesbuyer decisions and purchases across channels. 39% of smartphone users have made a purchaseon their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategyis needed to engage consumers across the multiple paths to purchase.
Smartphones help advertisers connect with consumers. Mobile ads are noticed by 90% ofsmartphone users. Smartphones are also a critical component of traditional advertising as 62%have performed a search on their smartphone after seeing an offline ad. Implication: Makingmobile ads a part of an integrated marketing strategy can drive greater consumer engagement.
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Google Confidential and Proprietary
Understanding the Mobile Consumer
This survey is designedto gain insights into howconsumers use theInternet on their
smartphones
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How are smartphonesused in daily life?
How do consumers multi-taskwith their smartphones?
Whatactivitiesare consumersconducting on their smartphones?
What role do smartphones play
in the shoppingprocess?
How do consumers respond
to ads, offline and on mobile?
DAY
In detail:
Facts and figures about smartphoneadoption and usage
Internet usage in general, search, video,social networking, mobile advertisingand m-commerce behavior viasmartphones
This country report is part of a globalsmartphone study conducted in multiplecountries. Visit OurMobilePlanet.com foraccess to additional tools and data
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Google Confidential and Proprietary
Agenda
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1 Smartphones are Indispensable to Daily Life
2 Smartphones Have Transformed Consumer Behavior
3 Smartphones Help Users Navigate the World
4 Smartphones Change the Way Consumers Shop
5 Smartphones Help Advertisers Connect with Customers
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SMARTPHONESCHANGE THE WAYCONSUMERS SHOP
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Google Confidential and Proprietary 6
Smartphone Penetration is on the Rise
Q1 2011
6%
20%Q1 2012
Base: National representative population 16+, n= 1.000Q1: Which if any of the following devices do you currently use?
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Smartphones are a Central Part ofOur Daily Lives
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have used theirsmartphones every day inthe past 7 days77%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days on how many days were you online with ...?
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Smartphones are Always On, Always with You
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dont leave homewithout their device78%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely
disagree. I dont leave house without my smartphone
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Smartphones Are Used Everywhere
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At home
99%
On the go
86%
In a store
75%
99%
86%
75%
66%
62%
60%
59%
44%
32%
30%
18%
Home
On-the-go
In a store
Work
Restaurant
Caf or coffee shop
Public Transport
At a social gathering
Doctor's office
Airport
School
Place of Use
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
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Allowing Users to Stay Fully Connected
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84%
66%
47%
19%
Emailing
Search Engines
Social Networking Sites
Video sharing Sites
access theInternet on theirsmartphones at leastonce a day
82%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types
of websites through your browser or apps on your smartphone? Responses reflect at least once a day.
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Smartphone Use is Expected to Increase
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expectto use their
smartphone more toaccess the Internetin the future
46%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your?
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Google Confidential and Proprietary 12
Smartphones Have Become so Important toConsumers that
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely
disagree. I would rather give up TV than my smartphone. I would rather give up my TV / desktop PC than my smartphone
would rather give upTV than their smartphone36%
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SMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOR
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Smartphones are aMajor Access Pointfor Search
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68%search on theirsmartphonesevery day
Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 981Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
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Google Confidential and Proprietary
Smartphones Inform Our Daily Life
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Apartments, Housing info
13%Job Offers
12%
Product Info51%
Travel54%
Restaurants, Pubs & Bars39%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
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Smartphones are a Multi-Activity Portal
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Entertainment
87%
83%
50%
50%
42%
73%
55%
51%
50%
Emailed (sent or read)
Accessed a social network (e.g.
updated a status message checked
messages or friends' pages)
Reviewed websites blogs or
message boards
Read news on newspaper or
magazine portals
Browsed the Internet
Watched videos on a video sharingwebsite (e.g. YouTube.com)
Played games
Listened to music
Stay Informed63%
Communication
88%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
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App Usage is Ubiquitous
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408
6Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the internet in general and who have at minimum one app on their smartphone, n= 989Q25: And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps you currently have installed on your smartphone, how many have you purchased for a certain amount in an app store?
apps installedon average
paid apps installedon average
apps used in thelast 30 days
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Google Confidential and Proprietary
76%watch video
16%use video at leastonce a day
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos
of TV shows, TV movies online, etc.) on your ... ?
Smartphones Users are Avid Video Watchers
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Smartphone Users are FrequentSocial Networkers
19Base: Private smartphone users who use the internet ingeneral, Smartphone n= 1.000 . Q38: How often do you visit asocial network (via websites or apps) on your ... ?
41%visit at leastonce a day
63%visit socialnetworks
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Smartphones Are Used While Multi-taskingwith Other Media
20Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,Smartphone n= 898 Q22: When you use the Internet on your smartphone, which if any of the following do you do at the same time?
80%Use
smartphonewhile
Play video games
7%
Read a book
7%
Watch movies
10%
Watch TV
53%
Listen to music
26%
Use Internet
30%
Read magazines/newspapers
11%
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SMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM
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Google Confidential and Proprietary 22
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the internet in general and who look at least less than once a month forinformation on their smartphone, Smartphone n= 935 Q34 Which of the following actions have you taken after havinglooked up this type of information (business or services close to your location)?
of smartphone usershave looked for localinformation
91%
have taken action as
a result
79%
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Google Confidential and Proprietary
Look for localinformation daily
Look for local information atleast once a week52% 24%
Looking for Local Information is a FrequentSmartphone Activity
23Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
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Local Information Seekers Take Action
24Base: Private smartphone users who use the internet in general and who look at least less than once a monthfor information on their smartphone, Smartphone n= 912Q34: Which of the following actions have you taken after having looked up this type of information (businessor services close to your location)?
told othersabout it
26%
44%
17%
42%
38%
24%
6%
21%
12%
Looked the business up on a map orgot directions to the business or
service
Called the business or service
Visited a business (e.g. store or
restaurant)
Visited the website of the business orservice
Read or wrote a review about a
business or service
Recommended a business or service
to someone else
Made a purchase from a business in-
store
Made a puchase from a business
online
visited thebusiness57%
connected withthe business
50%
made a purchase
26%
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SMARTPHONESCHANGE THE WAYCONSUMERS SHOP
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Smartphones Allow Users to ResearchProducts Anytime, Anywhere
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At home
65%
On the go
40%
In a store
23%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?
65%
40%
23%
22%
21%
19%
13%
Home
On the go
In a store
Work
Caf or coffee shop
Public transport
Restaurant
Place of Search
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Google Confidential and Proprietary
have researcheda product or serviceon their phone100%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?
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Smartphones are Our Primary ShoppingCompanions
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24%
22%
17%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you
completely disagree with the statement a "5" means that you completely agree with the statement.
I intentionally have mysmartphone with me
to compare prices andinform myself
about products.
I have changed mymind about purchasing
a product or servicein store as of a result of information
I gathered using my smartphone.
I have changed my mind aboutpurchasing a product or serviceonline as of a result of information I
gathered using my smartphone.
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Google Confidential and Proprietary
Research that Starts on Smartphones Leadsto Purchases Across Channels
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q48: Listed below are various products or services. For each of these products or services please indicate which statement appliesto you.
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Researchon smartphone
28%
16%
then purchased
via computer
then purchased
it offline
then purchased
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59%of these smartphone shoppershave made a purchasein the past month
39%of smartphone users havepurchased a product or serviceon their smartphone
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you canbuy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 385Q45: Have you made a purchase by using your smartphone in the past month?
Smartphones Are an Emerging Point of Purchase
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Smartphones Shoppers are Frequent Buyers
31Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n=385 Q47: How frequently do you purchase products or services with your smartphone?
51%make mobile purchasesat least once a month
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Mobile Commerce willContinue to Grow
32Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Q51: Do youexpect making purchases on your smartphone more often in the next 12 months?
expect to make moremobile purchases in thefuture24%
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Barriers to Mobile Commerce Still Exist
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67%
24%
6%
6%
5%
4%
1%
5%
Would prefer to use a PC/laptop for theseservices
Doesn't feel secure
Payment features were not available (nocredit card)
Too expensive
Payment is too complex
Too complicated
Never heard of these services
Other
Base: Private smartphone users who use the internet in general and who NOT purchased via interneton their smartphone n= 615 Q46:Why have you not made a purchase using your smartphone?
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Google Confidential and Proprietary 34
CONNECT WITH THEIRCUSTOMERS
SMARTPHONESHELP ADVERTISERS
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Offline Ad Exposure Leads to Mobile Search
35Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 904Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?
Ad location
TV54%
Shop/business51%
Magazines
43%Posters / Billboards
35%
62%
have performeda mobile search after
seeing an ad
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Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 981Q32: How many search result pages do you look at, when conducting a search with your ... ?
47%only look at the first pageof results whenconducting a search on
their smartphone
The First Page of MobileSearch Results is Key
36
1 2 3 4 5 6 7 8 Next
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Google Confidential and Proprietary 37
90%of smartphone usersnotice mobile ads
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q41: How often do you notice advertising when you are using the browser or an app on your
smartphone? (Ever)
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Mobile Ads Make an Impression
38Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 904Q42: Where have you noticed advertising when using your smartphone?
48%
47%
45%
16%
13%
10%
While on a website
While using a searchengine
While in an app
While on a videowebsite
While watchinga video
While on a retailerwebsite
While in app
45%
White watchinga video
13%
While on awebsite
48%
While using asearch engine47%
Where Mobile Ads Are Noticed
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Google Confidential and Proprietary 39
BACKGROUND
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Research Methodology
In partnership with Ipsos MediaCT, we interviewed a total of 1,000Japanese online adults (18-64 years of age) who identifiedthemselves as using a smartphone to access the Internet
The distribution is according to a national representativeCATI Study
A smartphone is defined as a mobile phone offering advancedcapabilities, often with PC-like functionality or ability todownload apps
Respondents were asked a variety of questions around deviceusage, mobile search, video, social, web and commerce behaviorand mobile advertising
Interviews were conducted in Q1 2012
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Demographics
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Area
43%
57%
15%
29%
34%
12%
10%
36%
44%
19%
44%
9%
43%
4%
Female
Male
18-24 Years
25-34 Years
35-44 Years
45-54 Years
55+ Years
Urban
Suburban
Rural
Single
Living with partner
Married
Divorce/separated
Age
Gender
MaritalStatus
Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
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Demographics
2%
35%
11%
51%
63%
8%
12%
17%
8%
9%
13%
12%9%
15%
10%
10%
13%
Elementary or Junior high school
High school
Junior college or higher profess. school
College university or graduate course
Full time employee
Self-employed
Student
Unemployed / Homemaker
Less than 2 M JPY
2 - 3 M JPY
3 - 4 M JPY
4 - 5 M JPY
5 - 6 JPY
6 - 8 M JPY
8 - 10 M JPY
More than 10 M JPY
Don't know/ no answer
EmploymentStatus
Education
Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000
Income