Note: Despite the date of publication, the information in this article is all true.
What do giant robots, tentacled monsters and Hello Kitty have in common?
They are all things that cause less fear in Japan than the Internet.
According to Marsh Research, 84.4% of adult Internet users in Japan have felt at least once that the Internet is “scary.”
The degree to which they were frightened varied, with 11.7% saying the Internet was really scary, and 72.7% saying it was only somewhat scary.
Frightening online experiences included multiple pop-ups coming at once, contraction of a computer virus, getting bills from unknown purchases, identity theft and seeing scary pictures or videos.
Familiarity is not bringing any comfort, either. More than 60% of respondents said the Internet was as scary as it was last year—and 24% said that it was even scarier.
That’s not stopping the Japanese from going online, however. eMarketer estimates that 92 million people in Japan will use the Internet at least monthly in 2009, nearly a 73% penetration rate.
Agencies and brands from all vertical industries rely on eMarketer for analysis and data. See what you are missing. Learn more about Total Access today.
Join eMarketer for a free webinar:
Thursday, March 12, 1pm ET
Space is limited.
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.