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Smartphone App Usage Up in Japan

Adult users accessing more apps vs. two years ago, but types of apps unchanged

December 23, 2016 | Mobile

Smartphone app usage continues to expand in Japan. According to Nielsen NetRatings Japan, adult smartphone users there used more apps in July 2016 than they had in July 2014.

Average Number of Smartphone Apps Used by Smartphone Users in Japan, by Frequency, July 2014 & July 2016

According to Nielsen, smartphone users in Japan accessed an average of 30 apps, not including pre-installed apps like those for accessing contacts or a phone’s camera— once per month as of July 2016, up from 27 in July 2014. The number of apps used twice per month and 10 times per month also rose by three, to 22 and 12 apps, respectively.

Top 5 Smartphone App Categories in Japan, Ranked by Average Number of Apps Used*, July 2014 & July 2016

Compared to July 2014, the types of apps smartphone users in Japan used most widely hadn’t changed. Entertainment continued to be the top smartphone app category. In fact, the Top 5 app categories remained the same, with the only change being ecommerce apps moving into fourth place, overtaking communication apps.

The picture in Japan, at least with regard to smartphone apps, is one of predictability and steady app usage growth.

—Ben Clague

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