8 key facts about Japan
Digital Marketing
Landscape
www.chandlernguyen.com Feb 2016

1. JP has over 100M internet users, 70M+
mobile phone internet users and over 50M
smartphone users in 2015
Japan internet users (in millions)
0
37
73
110
2014 2015 2016 2017 2018
60.9
58.9
55.8
51.8
46
75.374
71.6
68.9
66
105.3104.9104.5103.5102
Internet users Mobile phone internet users Smartphone users
Source: eMarketer Aug 2015 report

2. JP is lagging behind the US when it
comes to percentage of mobile phone
internet users over total internet users
Percentage of mobile phone internet user over total internet users
0.0%
22.5%
45.0%
67.5%
90.0%
2015 2016 2017 2018
85%82%
79%
75%
72%71%69%67%
Japan US
Source: eMarketer Aug 2015 report

3. Digital Ad Spending in JP is estimated at $11B in 2016
or 25.7% of the total media ad spending (lower than those
of the US at $67B and 34.4%, or China at $40B and
49.1%)
Japan Media Ad Spending over time (in Billions)
AdSpending(inBillions)
$0
$13
$25
$38
$50
Total media ad spending TV ad spending Digital ad spending Newspaper ad spending Out-of-home ad spending
8.7
5.6
12.7
14.4
44.7
8.2
5.6
10.9
14.3
42.3
2014 2015 2016 2017 2018
Source: eMarketer Aug 2015 report

4. About 50% of digital ad spending in
Japan is on mobile devices in 2016,
similar to China and the US
Source: eMarketer Oct 2015 report
Digital Ad spending in Japan (in Billions)
$0.0
$3.3
$6.5
$9.8
$13.0
2014 2015 2016 2017 2018
8.5
6.8
5.2
3.9
2.8
12.7
11.8
10.9
10.0
9.0
Digital ad spending Mobile ad spending

5. SEM ad commands about 59% of the
total digital ad spending in Japan, similar
to China and the US
Digital Ad Spending in Japan (in Billions)
$0.0
$3.3
$6.5
$9.8
$13.0
2014 2015 2016 2017 2018
$7.5
$7.0
$6.4
$5.8
$5.2
$12.7
$11.8
$10.9
$10.0
$9.0
Digital ad spending Display ad spending Search ad spending
Source: eMarketer Oct 2015 report

6. By the end of 2015, Mobile would lead Desktop
when it comes to programmatic display in Japan
(with 55% of the total programmatic spend)
Source: August estimates from Voyage Group and Digital InFact (DIF)

7. Japan has the second-highest digital
buyer penetration (as % of total internet
users) in the world behind the UK
Digital buyers as a percentage of internet users
0.00%
22.50%
45.00%
67.50%
90.00%
JP US China UK Germany
81.1%
89%
69.8%
77%
82.5%
2014 2015 2016 2017 2018
Source: eMarketer 2015 data
Note:
Digital buyer: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including desktop/laptop, mobile
and tablet purchases

8. Japan is the number fourth market in the
world in terms of retail e-commerce sales
Retaile-commercesales(Billions)
$0
$400
$800
$1,200
$1,600
JP US UK China Germany
82.6
1,568.4
132
482
122.6
68.9
911.2
110
385
100.3
2014 2015 2016 2017 2018
Source: eMarketer 2015 data
Note: Retail e-commerce sales includes products or services ordered using the internet via any device, regardless of the method of payment or fulfilment;
excludes travel and event tickets; converted at the exchange rate of US$1=JPY105.855