Teen Girls in Japan Are Heavy Smartphone Users - eMarketer
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Teen Girls in Japan Are Heavy Smartphone Users

Respondents were more likely to spend 9 or more hours with phones each day than they were to spend less than an hour

November 18, 2016 | Demographics | Media Buying | Mobile

About two in five female smartphone users in Japan ages 10 to 19 spend 3 hours or less on their smartphone each day, according to an October 2016 survey conducted by GMO Japan Market. For the majority, though, a bigger chunk of their waking hours are spent with their phone.

Daily Time Spent Using Smartphones According to Teen* Female Smartphone Users in Japan, Oct 2016 (% of respondents)

About a quarter, for example, spend 5 hours or more each day with their smartphones, including 8.3% who reported spending at least 9 hours daily with their phones. That made respondents far more likely to spend longer than the equivalent of a workday on their phone than to spend less than an hour on it.

The majority of teen female internet users surveyed said they own an iPhone—55% named iOS as their operating system, while about 35% said they own an Android phone. Just 7% said they don’t own a smartphone.

It should be noted that among 12 to 19 year old internet users in Japan, across both genders, smartphone ownership is up in 2016. According to a September 2016 survey conducted by Video Research Ltd., 70% of internet users ages 12 to 19 owned a smartphone in in 2015, while 79% said the same this year.

In April 2016, eMarketer predicted that there will be 55.8 million smartphone users in Japan in 2016, a total of 44% of the population, up 7.7% from 2016. By 2020, eMarketer forecasts, there will be a total of 64 million users, crossing the threshold of over half the total population in Japan.

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