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By James Belcher
April 2006
17 Pages, 41 Charts

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Japan Online

Summary Table of Contents Sources

The Japanese economy is on the rebound, and e-commerce is set to benefit. Japan is a nation online, via cable, wireless and, increasingly, fiber. And—as mobile handsets in Japan become even more versatile—retailers are targeting users who access the Internet via phone as well.

Attention: Advertising Agencies, Marketers, Financial Forecasters, Telecoms, Online Retailers and Content, Software, Hardware and Internet Service Providers.

The Japan Online report examines the forces driving the surging growth in this tech-savvy market.

Japan is recovering from a long economic slump, the recovery is being manifested in consumer spending — and Internet usage.

In this wired, and increasingly wireless, country nine out of ten Japanese have used the Internet within the past 30 days. Marketers are reacting quickly by increasing online ad spending both to PC and mobile handset users. Smart brand champions are making sure these online campaigns link up with offline pitches as well.

Japan is a market where such efforts are not just good academic theory, they are essential to effectively reaching a country of techies. That makes it a model for other countries to follow.

Key questions the "Japan Online" report answers:

What are the prospects for Japan's economic recovery?

How many Japanese wireless users e-mail on their handsets?

How many Japanese Internet users have made a purchase using their wireless handsets?

How many people in Japan read blogs?

For what types of online content are Japanese consumers willing to pay?

How does Japan's online ad spending compare to rapidly-growing neighbor China?

And many more...

eMarketer Reports—On-Target and Up-to-Date

The Japan Online report aggregates the latest data from leading marketing and communications researchers worldwide with eMarketer numbers, projections and analysis to provide the information you need to make smart business decisions.

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Impetus

Japan: Select Key Indicators, 2005-2010

Doing Business in Japan

For Large Enterprises

For Small and Midsized Businesses

For Online Advertising Companies

Japan: Key Indicators, 2005-2010

The Economy

Real GDP Growth in Select Countries Worldwide, 2004-2006 (% increase vs. prior year)

Unemployment Rate in Japan, 2000, 2003-2005 (% of civilian labor force)

Internet Access

Total Users

Comparative Estimates: Internet Users in Japan, 2004 (in millions)

Internet Penetration in Japan, 2000-2004 (% of population)

Top 15 Countries Worldwide, Ranked by Internet Users, 2005 (millions and % of total users)

Broadband Access

Broadband Households in Japan, by Access Technology, 2003-2008 (thousands and % of total households)

Broadband Subscribers in Japan, by Access Technology, 2002-2005 (% of total)

Top 10 Countries Worldwide, Ranked by Broadband Subscribers, Q2 2005 (millions)

Leading Broadband Access Providers in the Asia-Pacific Region, 2004 (millions)

Mobile Phone Internet Access Subscribers in Japan, 2004 & 2005 (millions)

E-Mail Users in Japan, by Internet Access Device, 2004 (% of respondents)

Consumers in Japan and the US Who Use Their Mobile Phones for Web Browsing, 2006 (% of respondents)

Emerging Mobile Phone Features that Are Currently Used by Consumers in Japan, 2006 (% of respondents)

Top Five Countries Worldwide, by W-CDMA and CDMA 1x EV-DO Users, 2005 (millions)

Mobile Phone Shipments in Japan, by Type, FY2005, FY2006 & FY2010 (thousands of units)

Usage and Users

Adult Internet Usage* per Week in Select Countries Worldwide, November-December 2005 (mean hours)

Time Spent Online among At-Home Internet Users in Select Countries Worldwide, February 2005 (hrs:mins:secs per month and % increase/decrease vs. prior year)

Select Online Communications Tools Used by Internet Users in Japan, 2004 (% of respondents)

Top Three IPTV Markets Worldwide, Ranked by Number of Subscribers, 2004 & 2010

Online Game Revenues in Japan, FY2005, FY2006 & FY2010 (billions of ¥)

Online Auction* Revenues in Japan, FY2005, FY2006 & FY2010 (billions of ¥)

PC Internet Users in Japan Who Access Free and Paid Content Online, 2004 (% of respondents)

Mobile Phone Internet Users in Japan Who Access Free and Paid Content Online, 2004 (% of respondents)

E-Commerce

B2C E-Commerce* Sales in Japan, FY2005, FY2006 & FY2010 (billions)

Percent of Home Internet Users in Japan Visiting Travel Websites, July 2003 & July 2004

Payment Methods Used for Internet Purchases Made from Home PCs vs. Mobile Phones in Japan, 2003 (% of Internet users*)

Items Purchased Online in Japan, by Access Device, 2003 (% of respondents)

Leading Online Bookstores among Home Internet Users in Japan, by Gender and Age, January 2005 (% of visitors in each group)

Internet Access Devices that Internet Retailers in Japan Currently Use or Plan to Use in the Future, 2004 (% of respondents)

Adult Internet Users* in Select Countries Worldwide, November-December 2005 (% of respondents)

Online Advertising and Marketing

Media Consumption in Japan, by Media Type, 1998-2004 (minutes per day)

Online Advertising Spending in Japan, 2005, 2006 & 2010 (billions of ¥)

Advertising Spending in Japan, by Media, 2000-2005 (billions of ¥)

Measured Media Shares of Advertising Spending in Select Countries Worldwide, 2005 (% of total ad spending per country)

Advertising Spending in Japan, 2004-2006 (millions of ¥ and % increase vs. prior year)

Advertising* Spending Growth for Select Countries and Regions Worldwide, 2005 & 2006 (% increase vs. prior year)

Advertising Spending in Select Countries and Regions Worldwide, 2004-2006 (% increase vs. prior year)

Advertising Spending Market Share for Select Countries and Regions Worldwide, 2005 (% of total)

Advertising Spending in Japan, by Industry, 2000-2005 (billions of ¥)