Internet Users in Japan Shift Digital Behaviors to Mobile - eMarketer

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Internet Users in Japan Shift Digital Behaviors to Mobile

Smartphones bring anywhere access

January 20, 2016

Internet users in Japan have migrated a variety of activities to mobile devices as they have adopted smartphones and tablets, according to December 2015 research.

Digital Activities that Internet Users in Japan Have Switched from Conducting on Desktop/Laptop to Smartphone/Tablet, Dec 2015 (% of respondents)

Internet users surveyed by ThinkAgent and GMO Japan Market Intelligence were most likely to say they had shifted their email activity from desktop and laptop PCs to smartphones and tablets; nearly half of all respondents ages 19 to 59 reported their email activity was more mobile.

That was followed by map and navigation apps, at 32.5% of respondents, and search, at 30.1%. About a quarter of internet users surveyed said they had shifted digital video viewing to mobile, and 20.3% said the same of social networking.

It likely helps that mobile devices bring these activities wherever users are. The survey also asked about which devices internet users turned to in different situations, and smartphones were the most commonly used devices in virtually all of them.

Japan: Mobile Device Metrics, 2014-2019

During outings—both personal and work-related—as well as at the office, respondents were more likely to use a smartphone than any other personal digital device. Only at home did desktops and laptops win out, at 74.9% of internet users vs. 68.0% who used smartphones at home.

eMarketer estimates that the smartphone population in Japan will reach 55.8 million this year, surpassing 50% of the country’s mobile population for the first time. Nearly 34 million people in Japan will use a tablet at least monthly this year.

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