Time Spent with Media and Ad Spending in Japan: eMarketer's Estimates and Forecast - eMarketer
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Time Spent with Media and Ad Spending in Japan: eMarketer's Estimates and Forecast

eMarketer Report

By: eMarketer

Published: January 04, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer estimates adults in Japan averaged 7 hours, 14 minutes per day with media in 2017, up 7 minutes over 2016. Rising time spent with digital media, especially mobile content, is driving overall growth in time spent.

  • Adults in Japan spend an average of 3 hours, 3 minutes per day consuming digital media. By comparison, they spend 3 hours, 21 minutes per day with TV content, eMarketer estimates. As time with digital formats increases and that of TV stays flat, this gap will continue to close, with TV holding a slim 5-minute lead come 2019.
  • Advertisers in Japan allocated an estimated $41.69 billion toward paid media in 2017, a 2.8% year-over-year increase. Expenditures dedicated toward digital ads will continue to rise, but low wages and slow market conditions in the country will stymie growth in total ad spending.
  • 2017 was a milestone year for mobile in Japan. For the first time, the format accounted for more than half of digital time spent (57.2%) and ad spending (56.1%). As more adults in Japan trade in their feature phones for smartphones, growth in mobile ad spending will continue to rise throughout the forecast.
  • Though print made up 23 minutes of daily media time, its audience—for the most part affluent and highly literate—holds value to marketers. At least one-fifth of ad spending in Japan is dedicated to newspapers and magazines.

"Adults in Japan spend nearly 90% of their daily media time consuming TV or digital content, while mobile takes up nearly one-quarter (24.1%) of total media time."

Table of Contents

Overall Media Time

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Ad Spending

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Growth in Ad Spending vs. Time Spent

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8 charts are included in the full report:

Time Spent with Media and Ad Spending in Japan: eMarketer’s Estimates and Forecast

Average Time Spent per Day with Major Media by Adults in Japan, 2017 (hrs:mins)

Overall Media Time

Average Time Spent per Day with Traditional* vs. Digital Media by Adults in Japan, 2014-2019 (hrs:mins)

Digital Media

Average Time Spent per Day with Desktop/Laptop vs. Mobile Device Internet by Adults in Japan, 2014-2019 (hrs:mins)

Traditional Media

Average Time Spent per Day with Major Media by Adults in Japan, 2014-2019 (hrs:mins)

Ad Spending

Total Media Ad Spending in Japan, by Media, 2016-2021 (billions)

Digital Media Advertising

Mobile Ad Spending in Japan, 2016-2021 (billions, % change and % of digital ad spending)

Traditional Media Advertising

Total Media Ad Spending Share in Japan, by Media, 2016 & 2021 (% of total)

Growth in Ad Spending vs. Time Spent

Growth in Ad Spending vs. Average Time Spent per Day in Japan, by Media, 2017-2019 (% change)