How Much Internet Time Do Smartphones Grab in Japan? - eMarketer

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How Much Internet Time Do Smartphones Grab in Japan?

Daily smartphone internet time higher among younger consumers

August 6, 2015

Smartphone users in Japan of all ages spend a lot of time with their devices each day. According to research from JustSystems, even respondents in their 60s spent at least 50 minutes per day using the internet with their phones as of July 2015. But among those under 25, time spent was more than twice that long—and among teens, smartphone internet time was the No. 1 media activity, exceeding internet time via desktop or laptop PC.

Daily Time Spent with Media Among Smartphone Users in Japan, by Gender, July 2015 (minutes)

The survey, which excluded work-based media usage, found that 20- to 24-year-olds spent the most total time with the internet, at just under 5 hours per day, while respondents ages 55 to 59 spent the least time online, at just over 3 hours, 4 minutes.

TV time ranged between less than 2 hours daily among respondents ages 15 to 29 and a high of over 3 hours per day among those ages 60 to 64.

These figures are higher than those from other research conducted in Japan, perhaps in part because JustSystems surveyed only smartphone users. eMarketer estimates that 40.8% of the population of Japan owns and uses a smartphone at least monthly, and they’re likely to be among the most active digital audience members in the country.

April 2015 data from Nielsen NetRatings Japan pegged online time among all internet users in the country at an average of 1 hour, 48 minutes per day via smartphone and 54 minutes per day via PC, including home and work time. Among smartphone users only, daily time spent online via smartphone ranged from a low of 48 minutes among men ages 60 and older to a high of 2 hours, 24 minutes among women ages 18 to 29.

Q1 2015 research from comScore that included home and work locations but excluded mobile device time found that internet users in Japan spent an average of 18.1 hours per month online—or about 36 minutes per day.

Research from Japan’s Ministry of Internal Affairs and Communications (MIC) found that weekday internet time spent among all consumers rose from 71.6 minutes per day in 2012 to 83.6 minutes in 2014. Weekend internet time in 2014 reached 100.6 minutes daily. Mobile phones accounted for 50.5 minutes during weekdays last year, and 68.5 minutes on weekends.

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