Japan’s leading product review and pricing site, Kakaku.com, announced the results of their Smartphone survey done in Japan. (6,149 samples, Male:88.4% / Female:11.6%)
The report shows that more than 20% have Smartphone, and more than 25% of people under 39 have Smartphone. I was surprised to see that more than 28% of teens responded that they had Smartphone. Note that 14.5% of teens said that they didn’t have any cell phones.
In Japan, you cannot keep the same number if you switch the carrier, and that’s probably why 11.4% of Smartphone users also have a regular cell phone.
The carrier data by the service providers shows that Softbank has the biggest Smartphone market share (61.5%) followed by Willcom (15.4%) and NTT do.co.mo (14.8%). Kakaku.com points out that NTT docomo just entered the Smartphone business in late 2008, and already became the 3rd largest provider. 55% of Smartphone users responded that they had either iPhone 3G or iPhone 3GS, both are provided by Softbank.
More than 66% said that they purchased Smartphone to view PC version of websites. (You typically view mobile version of website such as i-mode site from cell phone in Japan.) Having access to variety of applications and to have a large sized monitor are also the top reasons why they purchased Smartphone.
It’s exciting to see the Smartphone gaining the market share in Japan as the advertisers and the marketers can do so much more with Smartphones than with regular cell phones.
About Motoko Hunt
Since Motoko established AJPR in 1998, she has been working with some of the world's well known corporations, helping them to enter Japanese market using the Internet. She is a frequent speaker at the digital marketing conferences around the world. Her articles are published at several online media sites including ClickZ and MultilingualSearch. She is a Chairperson of SEMPO (Search Engine Marketing Professional Organization) Asia Working Group. Visit +Motoko Hunt on Google+.