Android Leads the Tablet Market in Japan - eMarketer

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Android Leads the Tablet Market in Japan

With the tablet market set to expand in Japan, Android’s lead will hold

August 15, 2016

Android tablet shipments in Japan are set to steadily rise in the coming years, according to a June 2016 report from ICT Research & Consulting. While tablets running OSs from Apple and Windows (along with other companies) are also set to grow in shipments, Android will continue to lead in Japan.

Tablet Shipments in Japan, by OS, FY 2013-FY 2018 (millions of units)

ICT Research & Consulting estimates that over the course of fiscal 2016 (April 2016 through March 2017), Japan will see 4.1 million Android-based tablet shipments, about 400,000 more than iPad shipments. That figure will remain consistent in 2017; in 2018, about half a million more Android tablets than iPads will ship.

A survey released in April 2016 from Mobile Marketing Data Lab highlights the general growth in internet users in Japan who own tablets.

Internet Users in Japan Who Own a Tablet, June 2013-March 2016 (% of respondents)

About a third of internet users in Japan ages 20 to 59 owned tablets as of March 2016, a significant increase from the 20% who owned a device in June 2013.

And eMarketer echoes those figures—in April 2016, it forecast that about 32% of internet users in Japan will use tablets regularly this year—though some may share them with family members or others—and that percentage will be driving up in years to come. eMarketer estimates that there will be 33.7 million tablet users in 2016, 26.6% of the total population in Japan.

By 2017, the number of users will jump by 3 million, to 36.7 million users, nearly 30% of the total population and 35% of all internet users. For companies like Android, holding that market lead will be important for driving revenues in an expanding market.

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