Global Expert Group webinar - Statoil Fornebu rev19.06. engver
Online Media Issue1 JP EngVer 20100921
-
Upload
brian-dohun-im -
Category
Documents
-
view
214 -
download
0
Transcript of Online Media Issue1 JP EngVer 20100921
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
1/21
Online Mediain Japan Today
Seizing businessopportunities in a
fast-changing environment
August 2010Issue: 1
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
2/21
2
Copyright 2010 The Nielsen Company.
Table of Contents
About this report ..................................................................................................................................................................................... 3
1. Internet user population trend ........................................................................................................................................................ 4
The PC /mobile combination goes mainstream
Growth potential lies in Japans older demographic
Column: The co-existence of panels and census-based measurement in Japan ........................................................................... 7
Haruki Watanabe, Manager, Corporate Communications and Advertising Department, beBIT Inc.
2. Todays social media .......................................................................................................................................................................... 8
Japans social media users are steadily growing
Facebook enjoys explosive growth in the U.S., not so much in Japan In Japan, Twitter is on the rise with high reach versus other markets
Japan loves Q&A sites
Column: Will Twitter see continuing growth in Japan over the next year? ................................................................................. 11
Motohiko Tokuriki, Representative Director and President, Agile Media Network Inc.
3. Internet usage via mobile the current situation ...................................................................................................................... 12
Internet population via mobile reaches 41.6 million
Most mobile Internet users are young
Smartphone penetration in the U.S. market
Smartphones have a 5.8% share of Japans market
Column: Mobile growth in Japan over the next 12 months ............................................................................................................ 14
Hiroto Ebata, Director, E-marketing, Marketing Operations, Coca-Cola (Japan) Company, Ltd.
4. Latest video site trends ................................................................................................................................................................... 15
YouTube visitors are on the rise
Video sites run by TV broadcasters are struggling
Live video download services enjoy rapid user increase
Column: 3 key trends to make interactive marketing more attractive ........................................................................................ 17
Masashi Hagiwara, Executive Researcher, Transcosmos Inc.
5. Latest EC site trends......................................................................................................................................................................... 18
Japanese consumers show higher loyalty to E-commerce category than in other countries
Rakuten, Amazon and Yahoo! Shopping attract more than 20 million visitors
At Kakaku.com, male-female split differs dramatically depending on product category
In the U.S., Groupon sites are scoring fast growth
2010: A Tipping Point for the Online Industry in Japan .................................................................................................................. 20
Charles Buchwalter, Chairman and CEO, Nielsen Online Japan
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
3/21
3
Copyright 2010 The Nielsen Company.
In the ever-changing market environment, online content andcommunications platforms play an increasingly signicant role.
Yet, the reality is, Internet use is unique based on the viewpoint
of every user, depending on his/her demographic and
psychographic attributes, lifestyles and online literacy. That
is why the word Internet can mean different things to
different people, because each user accesses the Internet
for different purposes, seeking information and images that
reect who and what he/she is. The lesson for us is: the
Internet as a medium is becoming more and more complex
and thus difcult to fathom.
Devices used to access the Internet have multiplied over recent
years, empowering users to consume online content using
Internet technology on increased occasions, for varieties of
purposes, at wider touch-points.
The question we ask ourselves is: how do enterprise users
understand and deploy the Internet to communicate and
engage consumers in todays marketing environment?
At Nielsen Online Japan, we strive to help our client companies
enhance their online marketing planning and implementation.
and have a better understanding of todays consumer through
the following two perspectives.
The rst perspective is WHO and WHERE, in other words,
What kind of consumers are found where?
Understanding the target customer their preferences, how
and why they access the Internet and in what kind of
environment is probably one of the most important
perspectives required to successfully implement strong
marketing programs. That is why Nielsen Online Japan
categorizes consumers by attributes, devices used andtouch-points, and compares their online usage trends with the
overseas market data, to understand their unique characteristics.
The second perspective is WHAT, as in What is happening
on the Internet now?
Compared to other media, the Internet stands out as a
fast-changing medium due to the exceptional speed of
technological evolution and also being a young medium.
For example, everybody talks about social media today. The
emergence and evolution of social media has empowered
consumers to inuence others on a scale and speed like
never before. Today, consumers have the freedom to share
information at an amazingly fast speed without being
controlled by enterprises and media. To take advantage of this
new information-sharing behavior, having a 360 understanding
of online user behavior and characteristics, then elaborately
planning and executing sophisticated marketing programs
based on their dynamics, are absolutely essential.
Those two perspectives are embraced at Nielsen Online Japan,
reected in our daily data collection, analysis and reports.
This report highlights ve topics identied from our insights
for your review.
Each topic is accompanied with a column contributed by
leading online marketing experts in Japan. We would like
to thank the columnists for their valuable contribution
to this report.
We hope that the data and insights covered in this report
will contribute to your marketing plans.
About this report
About NetRatings Japan
NetRatings Japan Inc. was founded in May 1999 as a joint venturecompany of The Nielsen Company group. Through its diverse productand service offerings including online viewer ratings and ad statistics,access analytics, mobile usage trend survey and social media listeningservice, combined with customized data creation, researches andanalyses, NetRatings Japan plays a key role in clients online businessdecision making process. To learn more about NetRatings Japansservices and details of the company, please accesshttp://www.netratings.co.jp/.
About The Nielsen Company
The Nielsen Company is a global information and media companywith leading market positions in marketing and consumer information,television and other media measurement, online intelligence, mobilemeasurement, trade shows and business publications. The privatelyheld company is active in approximately 100 countries, withheadquarters in New York, USA. For more information, please visit
http://www.nielsen.com/.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
4/21
4
Copyright 2010 The Nielsen Company.
1. Internet user population trend
84% 67%54%
48%41% 40%
40% 40% 37%46% 43%
10%
18%
29%33% 38% 39%
43%
44% 50%
43%46%
5%
16%
17%
19%
21% 21%
17%
16% 13%11%
10%
22,423
31,705
48,528
53,869
59,036 59,236
66,228
69,68971,149 71,985
73,503
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
APRIL
2000
APRIL
2001
APRIL
2002
APRIL
2003
APRIL
2004
APRIL
2005
APRIL
2006
APRIL
2007
APRIL
2008
APRIL
2009
APRIL
2010
(in thousands)
PC only PC & mobile Mobile only
Chart 1-1: Internet user population trend, access via PC and mobile
As of April 2010, Internet user population stands at 73.5million, 46% of which access Internet via PC and mobile. Even
though the Internet user population has been on the rise, the
growth has slowed somewhat. Looking at PC versus mobile as
a preferred means of Internet access, PC stood at only 84%
back in April 2000. As mobile phones have evolved over time
to enable Internet access, consumers using a combination of
PC and mobile have increased in number. As Smartphones are
expected to further penetrate the market, it is very likely that
the population of Internet users via mobile will further increase
(see Chart 1-1).
The PC/mobile combination goes mainstreamAt Nielsen Online Japan, a national phone survey called the
Internet Base Survey is conducted every month to help
identify basic online trends. Data such as Internet usage,
devices used, usage frequency and place of access such as
home and ofce, are collected through the survey, which are
then analyzed to identify online usage based on age, gender
and location, as well as measuring shifts over time.
In this section, we have taken a close look at devices commonly
used by consumers to access the Internet (PC, mobile phone,
or both) and plotted how these options have changed over time.
Source: Nielsen Online Internet Base Survey
Note: Questions on Internet usage via mobile have been modied from April 2009 survey. Starting with April 2009 survey, userstands for users who access Internet via mobile at least once a month; monthly usage frequency was not taken into considerationin the previous surveys.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
5/21
5
Copyright 2010 The Nielsen Company.
63%60%
57% 57%57%
56% 56%56% 56% 55%
54%
37%
40%
43%43%
43%
44%
44%44%
44% 45%46%
8,528
15,363
24,30427,071
30,794
36,910
41,139
44,714
48,27548,568
51,559
0
10,000
20,000
30,000
40,000
50,000
60,000
APRIL
2000
APRIL
2001
APRIL
2002
APRIL
2003
APRIL
2004
APRIL
2005
APRIL
2006
APRIL
2007
APRIL
2008
APRIL
2009
APRIL
2010
Male Female
(in thousands)
Moving on to Internet user population
via PC at home, based on data collected
by NetView, an online rating service
provided by Nielsen Online, the
population stands at 51.6 million as of
April 2010. Looking at the past trends,
the population growth has somewhat
slowed down. If your website, which used
to generate a steady stream of visitors,
suffers from decreased trafc over the
recent years, it is likely that the slow
down of the total Internet population
may have inuenced your website trafc.
Regarding the gender split, it used to
be that the Internet was populated by
men (63%), which created a commonperception that the Internet was for
men. But the female user population
substantially increased from 2000 to
2002, and the growth continued, albeit
slowly, to reach 46% today, or nearly
half of the total Internet population
(see Chart 1-2).
Growth potential lies inthe elderly population
This section breaks down Internet
usage (the proportion of the Internet
population against national population)
into age and gender. Looking at the data,
it is clear that the rate varies depending
based on age group. Men and women 30
to 44 are the most active Internet users.
Interestingly, Internet usage decreases
in direct proportion to age, despite the
large elderly population in Japan caused
by the aging of society. The trend is best
showcased by the 8% participation rate
of women age 60 and older. In spite of
the Internet reaching maturity in this
country, demonstrated by a slow down
of total Internet user population, the
gap in the Internet usage by age and
gender still exists (see Chart 1-3).
Chart 1-2: Internet user population trend, access via PC at home
5,080
4,380
3,870
4,070
4,400
4,930
4,200
3,750
2,740
1,870
14,770
6,640
30%
37%
62%
69%
70%
58%
58%
52%
49%
46%
55%
27%
60+
Population by the age group (in thousands)
MALE FEMALE
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
16-19
13-15
2-12
5,180
4,410
3,860
4,020
4,330
4,820
4,080
3,600
2,590
1,780
6,320
18,370
25%
57%
46%
58%
63%
71%
68%
64%
52%
36%
20%
8%
Chart 1-3: Internet penetration by age and gender, access via PC at home
Source: Nielsen Online NetView; access from PC at home,
Source: Nielsen Online NetView; access from PC at home, April 2010
Population by age group comes from National Census, 2005
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
6/21
6
Copyright 2010 The Nielsen Company.
321
589
1,1651,548
2,077
2,721
3,188
3,765
4,605
5,508
5,911
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
APRIL2000
APRIL2001
APRIL2002
APRIL2003
APRIL2004
APRIL2005
APRIL2006
APRIL2007
APRIL2008
APRIL2009
APRIL2010
Age 60+ Approximate curve
(in thousands)
Chart 1-4: Internet user population trend, (age 60+),access via PC at home
Source: Nielsen Online NetView; access from PC at home,
However, the Internet user population trend of the elderly
population (age 60 and older) is on the rise year over year. The
growth rate is signicantly larger compared to the growth rate
of total Internet user population. As the elderly are expected to
be increasingly involved in Internet usage, the elderly Internet
user population is expected to further grow. Moving forward,
attracting and engaging the elderly population will be key to
any Internet business looking for success (see Chart 1-4).
Internet growth in Japan has mainly been driven by the
second Baby Boomer generation (those born between 1970
and 1974), but the user base is widening over recent years.
Today, devices such as the Apple iPad, which can be intuitively
operated, are launched to the market, facilitating the elderly
to access the Internet. It is very likely that the Internet will
become an effective communication tool to reach and interactwith the elderly population. On the other hand, the younger
generation are said to access the Internet via their mobile
phones. Hence, consumers access the Internet via different
devices depending on their attributes, and companies will have
to plan their marketing programs accordingly. For any company,
regardless of industry, communicating with the target users via
relevant channels and devices will be critical.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
7/21
7
Copyright 2010 The Nielsen Company.
Co-existence of panels and census-based measurement in Japan
Haruki Watanabe,
Director of
Public Relations,
beBit Inc.
I have long been dedicated to thinking about how corporate websites (aka owned media) can be
deployed. Online ratings are measured by the same standards for all websites across Japan, which
facilitates comparison of scale and user attributes. Typically, owned media and online media were
compared on scale, to help make a decision whether to advertise or not online. Understandably,
there is no reason to spend advertising money on medium smaller than your own.
I have been told that there are many advertisers who subscribe to online ratings services. There
are probably a very few advertisers subscribing to TV ratings services, but for online marketing, it
seems that many marketers are proactively involved in planning based on objective performance
evaluation, including the use of their own media.
Even though online advertising spending has only recently exceeded newspaper spending, it is
generally said that the online advertising budget remains small compared to the time consumers
today spend online. And time spent online includes signicant amount of time spent on the
companys owned media. If the time spent on owned media is taken away from the total time
spent online, one could say that online still remains an immature medium. But it would be fair to
say that it has a big growth potential going forward.
I have been a long-time advocate of complete census as the goal of online ratings, measured by
a mega panel or access log. Population statistics are measured based on an assumption that all
potential users are found on the websites subject to measurement. But the reality is, the assumption
may work for relatively large sites, but smaller sites would likely not reach the desired target.Estimation may be possible without a panel for bigger sites, but not for smaller sites this is the
perennial problem with statistical data. That is why I believe that panel data should be corrected by
mega panel or complete census using an access log. And I am not alone Nielsen Onlines attempts
in integrating, or creating a hybrid of panel survey and complete census is very close to my own
thought. I am looking very much forward to Nielsen Online achieving the hybrid methodology in
the near future.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
8/21
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
9/21
9
Copyright 2010 The Nielsen Company.
2 Channel, 11,533
COOKPAD, 6,905
Facebook, 1,873
Twitter, 9,882
Wikipedia, 26,934
mixi, 9,344
Ameblo, 22,029
Yahoo! Chiebukuro,26,079
YouTube, 25,023
0
5,000
10,000
15,000
20,000
25,000
30,000
Apr.200
9
May200
9
Jun.200
9
Jul.200
9
Aug.200
9
Sep.200
9
Oct.200
9
Nov.200
9
Dec.200
9
Jan.2010
Feb.2010
Mar.2010
Apr.2010
(in thousands)
Chart 2-4: Key social media visitor trafc trend, Japan
Source: Nielsen Online NetView; access from PC at home and work
Facebook, 122,337
Flickr, 15,218
LinkedIn, 11,597
Myspace, 48,784
Twitter, 19,327
Wikipedia, 59,260
YouTube,94,050
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Apr.2009
May2009
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
(in thousands)
Chart 2-3: Key social media visitor trafc trend, U.S.
Source: Nielsen Online NetView; access from PC at home and work
In Japan, Twitter is on the rise with high reachversus other markets
Among key social media sites, Twitter is showing rapid
visitor trafc growth in Japan. Visitors to Twitter have been
consistently increasing since 2009. An explosive growth wasobserved in December of the same year thanks to mass media
coverage (TV and magazine), and the visitor population
reached 9.88 million in April 2010 which is 19-times the
520,000 measured in April of 2009 (see Chart 2-4).
Looking at reach (proportion of visitors against total Internet
user population) versus the U.S., U.K. and France, Twitter reach
continues to rise in Japan while the reach in other countries
remains at since October 2009. Obviously, Twitter is particularly
strong in Japan versus other countries (see Chart 2-5).
Japan, 16.3
U.S., 9.8
U.K., 10.4
France, 4.4
0
2
4
6
8
10
12
14
16
18
Apr.2009
Apr.2009
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2
010
Feb.2
010
Mar.2
010
Apr.2
010
(%)
Chart 2-5: Twitter reach trend, by country
Source: Nielsen Online NetView; access from PC at home and work
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
10/21
10
Copyright 2010 The Nielsen Company.
Japan loves Q&A sites
There is one social media category attracting signicantly more
users in Japan: knowledge-sharing CGM, such as Wikipedia,
Yahoo! Chiebukuro, OKWave, Oshiete! goo. The category hasa high afnity with search engines; more shared information
results in top listing of these sites, which in turn helps attract
more users. Such a positive cycle is enjoyed by the category.
Among the knowledge-sharing CGM, the Q&A site in particular
is simple to use you ask a question which is answered by
others. Yahoo! Chiebukuro, the most popular Q&A site, has
clearly exceeded popular Q&A sites in other countries in terms
of reach (see Chart 2-6). The popularity may be attributed to its
accessibility compared to social networking sites, which allow
more exibility to users. Some companies have started to use
a Q&A site as one of their key customer support channels.
43%
19%17% 17%
11%
JapanYahoo!
Chiebukuro
U.K.Yahoo!
Answers
AustraliaYahoo!
Answers
U.S.Yahoo!
Answers
FranceYahoo!
Answers
Chart 2-6: Reach generated by Q&A site, by country
Source: Nielsen Online NetView; access from PC at home and work
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
11/21
11
Copyright 2010 The Nielsen Company.
Is Twitter in Japan going to enjoy continual growth over thenext 12 months?
Motohiko Tokuriki,
CEO, Agile Media
Network Inc.
Twitter is denitely the most talked about online service in Japan, from the summer of 2009 to 2010.
Research results indicate that Twitter has undergone a massive growth over the past year in Japan.
Twitter has been increasingly used for corporate PR and ad campaigns. Today, not a day goes without
reading the news of latest campaigns embracing Twitter.
Many consumers may be asking themselves yeah, Twitter is really hot now, but I wonder how
long it is going to be around?
Given consumers excessive infatuation with Twitter, there is no doubt that at some point, the
infatuation will come to an end. The real question is, will Twitter be another Second Life, or will
it continue to attract a steady stream of users like the blog boom back in 2005?
Looking at the U.S. market, Facebook has succeeded in adding Twitter functions, which helped
Facebook penetrate wider and growing faster than Twitter. In that regard, a non-Twitter SNS in
Japan may stop the momentum currently enjoyed by Twitter.
However, considering the current situation, Twitter has a great potential to reach wider users
in Japan than in the U.S. due to the fact that Facebook is rather inactive in Japan, but another
important point is the impact of 140-character limit on English and Japanese languages.
In English, the number of characters or alphabets comprising each word is greater than in Japanese.
For instance, the word beautiful takes up 9 letters, but in Japanese, (kirei) takes up only
2 Chinese characters. The advantage for the Japanese language is that a post on Twitter can contain
more information than when the post is written in English. As a result, when posting a RT or quotes
on Twitter, English posts end up as merely quotes while Japanese posts are accompanied with users
own comment. As many as three to four RTs are inserted to a post, causing posts to be chained like
beads. This is precisely the reason that a Twitter post can become a small bulletin board in Japan.
Due to the linguistic differences, Twitter tends to be used as a one-to-one conversational tool in
the English-speaking markets, but in Japan, Twitter can host a chat among a small group, like a
casual conversation at a local bar. Twitter in Japan is not Twitter in a real sense, but localized
as a Tsuitta to suit Japanese preference and sensibilities.
Web service can be used differently by different users depending on country, local culture andlanguage. This point needs to be taken into consideration when monitoring Twitters growth
and popularity in the near future.
In Japan, TV plays a crucial role in further penetrating Twitter. The real-time nature of Twitter
may prevent audiences from time shifting, in other words the recording of TV programming on
HDD recorder and other storage media. If TV stations in Japan are intent on aligning their TV
programming with Twitter, the current Twitter fad may be viewed as a beginning of a genuine
paradigm shift, and not a short-lived trend.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
12/21
12
Copyright 2010 The Nielsen Company.
Internet population via mobile reaches41.6 million
Unfortunately, continual trends cannot be identied by data
collected by our Internet Base Survey, as research specs on
Internet usage via mobile were modied starting with April
2009 survey. Yet the Internet user population via mobile
has reached 41.6 million as of April 2010 (see Chart 3-1).
Most of the mobile Internet users are young
Internet usage via PC showed that consumers in their 30s
through early 40s were main users, while the rates were highamong young men and women for Internet usage via mobile
phone. Internet usage by men ages 16 to 24 was particularly
high; 80% of the age group was found to access the Internet
via their mobile phone (see Chart 3-2).
The young and senior generations show dramatic difference
in usage frequency. Looking at Internet usage frequency via
mobile, the younger age group frequently accesses the Internet
via mobile phone, while the percentage of almost every day
declines as age goes up (see Chart 3-3).
3. Internet usage via mobile current situation
3,493
10,567
22,250
28,073
34,617
35,74039,704
41,93344,544
38,990
41,577
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
APRIL2000
APRIL2001
APRIL2002
APRIL2003
APRIL2004
APRIL2005
APRIL2006
APRIL2007
APRIL2008
APRIL2009
APRIL2010
Internet usage via mobile
(in thousands)
Chart 3-1: Internet user population trend accesss via mobile
Source: Nielsen Online Internet Base Survey
Note: Questions on Internet usage via mobile have been modied from April 2009 survey. Startingwith April 2009 survey, user stands for users who access Internet via mobile at least once a month;monthly usage frequency was not taken into consideration in the previous surveys.
5,080
4,380
3,870
4,070
4,400
4,930
4,200
3,750
2,740
1,870
14,770
6,640
60+
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
16-19
13-15
2-12
5,180
4,410
3,860
4,020
4,330
4,820
4,080
3,600
2,590
1,780
6,320
18,3708%
20%
24%
42%
55%
54%
58%
59%
81%
75%
26%
4%
4%
16%
27%
34%
44%
52%
60%
70%
72%
76%
48%
4%
Population by the age group (in thousands)
MALE FEMALE
Chart 3-2: Internet penetration via mobile, by age and gender
Note : Penetration is based on mobile owner population of each age group
Source: Nielsen Online Internet Base Survey, June 2010
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
13/21
13
Copyright 2010 The Nielsen Company.
Smartphone penetrates the U.S. market
Smartphone penetration is a hot topic in the mobile phone
industry. The forecast in the U.S. is that Smartphone
penetration among mobile phone owners will catch up
with the traditional mobile phone penetration in 2011
(see Chart 3-4).
Smartphone has 5.8% market share in Japan
In the Internet Base Survey conducted in June 2010,
Smartphone penetration among mobile phone owners in
Japan stood at 5.8%. The usage rate was relatively high
among men in their 30s through early 40s, and late 20s
through early 30s for women (see Chart 3-5).
50%58%
73% 70% 67%
53%44% 44% 38%
46%36%
20%
30%
29%
21%21% 20%
34%
31% 29%34%
33%
28%
33%
20%13% 6% 9% 13% 14%
25% 28% 28% 21%
36%47%
0%
20%
40%
60%
80%
100%
2-12 13-15 16-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Almost every day 2+ times a week Once a week-once a month
Chart 3-3: Internet usage frequency via mobile, by age group
Source: Nielsen Online Internet Base Survey, April 2010
5.9
%6.6
%
5.2
%
4.2
% 5.2
%
8.0
%
8.3
%
11.4
%
8.6
% 10.2
%
4.7
%
7.1%
4.1
% 5.3
%
2.4
%4.5
%6.3
%
11.5
%
9.6
%
6.4
%
6.4
%
2.5
%
2.4
%
5.0
%
4.3
%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Total
Male
Female
13-15
16-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60+
Male Female
Chart 3-5: Smartphone penetration in Japan
Note : Penetration is based on mobile owner population of each age group
Source: Nielsen Online Internet Base Survey, June 2010
Traditional mobile Smartphone
90% 87% 86%84%83% 81% 79% 76%
73%69% 65%
60%
55%51%
10% 13%14% 16% 17%
19% 21%24% 27%
31%35%
40%45%
49%
0%
20%
40%
60%
80%
100%
Q22008
Q22008
Q22008
Q22009
Q22009
Q22009
Q22009
Q22010
Q22010
Q22010
Q22010
Q22011
Q22011
Q22011
Dashed lines indicate projections
Chart 3-4: Smartphone penetration in the U.S.
(projections for Q4 2009 and beyond)
Source: The Nielsen Company (U.S.)
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
14/21
14
Copyright 2010 The Nielsen Company.
Mobile growth in Japan over the next 12 months
Hiroto Ebata,
Director,
Marketing Operations,
iMarketing,Coca-Cola (Japan)
Company, Ltd.
It seems that marketers in Japan have yet to fully exploit mobile. At Coca-Cola, our philosophy is
anytime anywhere any place, meaning that we want our products to be there when people are thirsty;
we want to immediately address consumer desire whenever and wherever. The same goes for mobile;
mobile digitally addresses human desire to talk to someone, view information and kill time, just like
soft drinks. With many mobile e-money-enabled vending machines across Japan and the highest share
of domestic market for non-alcoholic beverages, Coca-Cola is intent on further addressing human
desires using mobile. Many companies appear to invest in their corporate PC sites, but their effort has
not yet extended to mobile. Today, mobile coupons and games have penetrated the market. I expect
to see location-based marketing, which can never be done with PC, combining the effort with in-store
activities in the near future.
Moving forward, I believe that marketing that exploits location information will ourish. Because
Smartphones come with a location information function, the location information services will
be driven by further penetration of Smartphones. But Smartphone-only subscribers are few, and
subscription over the next 12 months will be mostly additional to existing mobile phone subscription,
not switching. Switching to Smartphone may take place if Smartphone with Felica function is launched
to counter e-money function of existing mobile phones. Another issue with Smartphones is that some
women say that they have difculty typing in text with a touch pad, which they never struggle to do
with existing mobile phones. Considering the current circumstances, Smartphones have a big potential
to grow as a second phone. The iPad is more intuitive than PCs, with a large screen for better visual
expression, which is likely to be more suitable to the elderly and women than for business purposes.
Starting last year, advertising using mobile applications has grown to an extent that it may be the
leading advertising medium based on media spend by industry, helping to drive mobile membership
sign-up. This fact suggests great afnity between TV and mobile. Currently, 80% to 90% of consumers
carry a mobile phone at all times; when the mobile phone rings while they watch TV, they tend to
answer the phone rather than waiting for the show to end or wait for the commercial break. As mobile
has a bigger share of eyeballs, my educated guess is that TV access can be further driven by mobile.
In the second half of the current scal year, we are witnessing TV shows and commercials produced
on an assumption that the audience has a mobile phone lying around nearby, and the trend is likely
to accelerate.
One of the reasons for Social Medias lower popularity in Japan is that people exchange personalinformation via mobile using SMS mail, so there hasnt been a compelling reason to sign-up for
Facebook. Outside Japan, SMS was not popularly used, and consumers resorted to using Facebook
and similar sites, but similar functions were already offered by mobile in Japan. Furthermore, Japanese
consumers tend not to disclose their real names, which also explains the unique situation. A good
analogy is, the Japanese tend to go to a local bar as a group, whereas Europeans and North Americans
go to a bar alone and enjoy conversation with fellow drinkers. To me, such differences rooted in local
culture may have created slight differences in how mobile and social media are used.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
15/21
15
Copyright 2010 The Nielsen Company.
YouTube visitors are on the riseThe three biggest video sharing sites in Japan, based on visitor
trafc trend, are YouTube, GyaO!, and Nico Nico Douga.
YouTube, which made a breakthrough in 2005 in Japan, is still
on a steady upward trend, with 25.02 million visitors recorded
in April 2010, or 34% increase over the same month of previous
year. GyaO! was established in August 2009 by merging of
Yahoo! Douga and GyaO. Thanks to small overlap of visitors
to those two sites, GyaO! succeeded in attracting signicant
visitor trafc, exceeding Nico Nico Douga. Nico Nico Douga
enjoyed a big boost in visitor trafc in 2006, but since then
the trafc has remained at at close to 10 million.
Visitors to Dai1NTV, a video-on-demand service run by a TV
broadcaster attracting many visitors, and the fast-growing
Ustream, still remains small compared to the three biggest
video sharing sites (see Chart 4-1).
When those sites are compared based on loyalty indices,
including number of visits per visitor and time spent per visitor,
the winners were the video-posting and sharing sites YouTube
and Nico Nico Douga. Both sites generated more visits per
visitor and longer time spent by visitor, demonstrating strong
user support to social media where each user is empoweredto create his/her own content (see Chart 4-2).
Video sites run by TV broadcasters are struggling
Video-on-demand sites run by key TV broadcasters struggle to
boost visitor trafc. Some TV broadcasters even offer their own
video content to video-sharing sites such as YouTube, GyaO!
and Nico Nico Douga in addition to running their own sites.
Despite owning a great variety of content, the TV broadcasters
are likely to continue exploring how their assets can be
exploited online (see Chart 4-3).
4. Latest video site trends
You Tube, 25,023
Nico Nico Douga, 8,434
GyaO!, 12,994
Dai2 NTV, 844Ustream, 992
0
5,000
10,000
15,000
20,000
25,000
30,000
Apr.2009
May2009
Jun.2009
Jun.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
GyaO
Yahoo! Douga
(in thousands)
Chart 4-1: Key video site cisitor trafc trend
Note: Gyo! was founded by integration of Yahoo! Douga and GyaO in September 2009
Source: Nielsen Online NetView; access from PC at home and work, April 2010
0:00:00
0:20:00
0:40:00
1:00:00
1:20:00
1:40:00
2:00:00
2:20:00
0 2 4 6 8 10Timespentpervisitor(hh:mm:ss)
YouTube
GyaO!
Nico Nico Douga
Number of visits per visitors (times)
Dai2 NTV
Ustream
Chart 4-2: Positionings of key video sites
Note: Size of bubble denotes visitor populationSource: Nielsen Online NetView; access from PC at home and work, April 2010
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
16/21
16
Copyright 2010 The Nielsen Company.
Dai2 NTV, 844
TV Asahi Douga, 164
Fuji TV on Demand, 276
NHK on Demand, 753
TBS on Demand, 560
500
1,000
1,500
2,000
Apr.2009
May2009
Jun.2009
Jun.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
(in thousands)
Chart 4-3: Key TV station video site visitor trafc trend
Source: Nielsen Online NetView; access from PC at home and work, April 2010
Nico Nico Live, 1,383
Ustream, 992
0
200
400
600
800
1,000
1,200
1,400
1,600
Apr.2009
May2009
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
(in thousands)
Chart 4-4: Nico Nico Live and Ustream visitor trafc trend
Source: Nielsen Online NetView; access from PC at home and work, April 2010
Chart 4-5: Nico Nico Live and Ustream inow site Top 5
Site (# visitors) Rank Inow: site/sub-domain% inow against
total visitor
Nico Nico Live(1.38 million)
1 Nico Nico Douga 54
2 Nico Nicommunity 18
3 Google search 7
4 Yahoo! Search 5
5 Nico Nico News etc. 3
Ustream
(990,000)
1 Yahoo! News 14
2 Sub domain on Ustream 13
3 Twitter 10
4 Google search 5
5 Facebook 4
Live video download services enjoy rapiduser increase
Video sites that are successful in boosting visitor trafc in 2010
are Nico Nico Live and Ustream, both live video streaming
services. Looking at visitor trafc trend from April 2009, visitortrafc on Nico Nico Live went up from May to October 2009,
then remained at, followed by a big boost in March 2010,
reaching 1.38 million in April of the same year. Ustream was
met with a gradual ups and downs until December 2009,
but a big boost came in January 2010, followed by an even
bigger boost in April of the same year to reach 990,000. As
of April 2010, both sites enjoy increased visitor trafc thanks
to live broadcasting of budget screening process run by the
Government Revitalization Unit (see Chart 4-4).
Looking at Ustreams trafc inow, social media such as
Twitter and Facebook are ranked at the top. This is notobserved with YouTube, Nico Nico Douga and GyaO!, and
is likely to have been caused by strong afnity between
Twitters real-time nature and Ustreams live video
streaming service (see Table 4-5).
As the Internet continues to evolve over time, users are further
empowered to own various online media including blogs andvideo streaming. For personal media content, such as the
personal production program offered on Ustream, social media
will play a signicant role in further commanding attention.
At the same time, linkages with mass media content will also
attract attention and interest, made possible by cooperation
with TV broadcasters.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
17/21
17
Copyright 2010 The Nielsen Company.
Three key trends to make interactive marketing more attractive
Masashi Hagiwara,
Executive Researcher,
TransCosmos Inc.
From the latter half of 2010 to 2011, 3 key trends in interactive marketing will emerge, helping
marketers and service providers develop new services and marketing techniques that are more
attractive in the eye of consumers.
1. Penetration of corporate applications
Innovative, radical devices stir the imagination of consumers and companies alike. That is why the
worlds best talents are found in Smartphone and iPad application development. Games and tools
dominate at the moment, but creative and smart corporate and sales promotional applications
will burst into the market. At the iPhone 4 launch, Steve Jobs said that the best device people are
born with is their ngers. An interface that takes advantage of touch screen characteristics has a
possibility of creating a totally new brand experience, clearly different from the ones enjoyed on
the Internet.
2. Use of Social Graphs
When looking for a nice eatery or seeking an answer to a question, functions traditionally offered
by search engines have been shifting to Social Graphs. Undoubtedly, we will see more and more
promotions and advertising incorporating human connection. Facebook heads the Graph platform
outside Japan, but in Japan, mixi and Twitter are likely to assume Facebooks role. Along with SEO,
SGO (Social Graph Optimization) initiatives will be higher up on marketers agenda.
3. Real-time experience
Twitter and Ustream created user value that is different from blogs and YouTube, both heroes of
Web 2.0. Many consumers are increasingly attracted to real-time experiences. For example, time-
driven sales cannot be announced by blogs, but they can be powerfully communicated on Twitter.
Speeches delivered by Masayoshi Son, Chairman and CEO of Softbank, and a Japanese space probe
Hayabusa returning to the Earth move our hearts when viewed or heard live. Many companies will
explore ways to add real-time, live nature of their promotions to evoke human emotions.
Of course, these changes will not render websites, search engines and blogs outdated. Companies
will be blessed with wider channel and methodological options to communicate with consumers.
For Nielsen Online, equipped with online measurement technologies, an emerging challenge is to
develop metrics for application usage, impact of Social Graphs, and real-time media.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
18/21
18
Copyright 2010 The Nielsen Company.
Japanese consumers show higher loyalty to theE-commerce category than other countries
When the e-commerce category of major countries was
compared based on loyalty indices, including number of visits
per visitor and time spent per visitor, the e-commerce category
in Japan was found to be larger than in other countries. It
can be said that the e-commerce category in Japan is more
actively used than in other countries (see Chart 5-1).
5. Latest E-commerce site trends
Timespentpervisitor(hh:mm:ss)
Number of visits per visitor (times)
0:00:00
0:30:00
1:00:00
1:30:00
2:00:00
2:30:00
3:00:00
0 5 10 15 20
Australia
U.K.U.S.
Japan
Spain
Germany
Italy France
Chart 5-1: Positionings of key EC sites
Note: Size of bubble denotes visitor population.
Source: Nielsen Online NetView; access by PC at home and work, April 2010
Amazon, 22,292
Rakuten Ichiba, 24,936
Yahoo! Auction,18,491
Yahoo! Shopping,20,108
Kakaku.com, 13,357
0
5,000
10,000
15,000
20,000
25,000
30,000
Apr.2009
May2009
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
(in thousands)
Chart 5-2: Smartphone penetration in Japan
Source: Nielsen Online NetView; access by PC at home and work
57
61
57
59
66
43
39
43
41
34
0% 20% 40% 60% 80% 100%
Male Female
Rakuten Ichiba(24.97 million)
Amazon(22.29 million)
Yahoo! Shopping(20.11 million)
Yahoo! Auction(18.49 million)
Kakaku.com(13.36 million)
Chart 5-3: Key EC site visitor population, by gender
Source: Nielsen Online NetView; access by PC at home and work, April 2010
Rakuten, Amazon and Yahoo! Shoppingattract more than 20 million visitors
Moving on to the visitor trafc trend of major E-commerce
sites, the big three players Rakuten, Amazon and Yahoo!
Shopping attracted more than 20 million visitors in April
2010. Yahoo! Auction, which dominates the online auction
category in Japan, generated similar trafc, but a downward
trend was observed from November 2009. Kakaku.com, the
king of price comparison sites, generates visitor trafc around
13 million (see Chart 5-2).
When EC site visitors are broken down into gender, males
dominate on all sites. The trend is particularly notable on
Kakaku.com, with a male-female split of 2 to 1. Looking at the
age groups, Kakaku.com has a higher mix of users in their 30s
and older, while Amazon attracts a higher percentage of the
younger generation high teens to 20s. Interestingly, Rakuten
Ichiba and Yahoo! Shopping showed a highly similar user
composition in terms of both age group and gender
(see Charts 5-3 and 5-4).
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
19/21
19
Copyright 2010 The Nielsen Company.
6
6
8
4
15
15
14
16
12
32
29
33
30
31
24
24
24
24
28
15
13
15
14
15
8
8
8
8
9
10
0% 20% 40% 60% 80% 100%
Rakuten Ichiba(24.97 million)
Amazon(22.29 million)
Yahoo! Shopping(20.11 million)
Yahoo! Auction(18.49 million)
Kakaku.com(13.36 million)
Below 20 20s 30s 40s 50s 60+
Chart 5-4: Key EC site visitor population, by age group
Source: Nielsen Online NetView; access by PC at home and work, April 2010
66
88
65
69
80
69
92
79
76
80
80
82
58
73
70
44
80
39
44
57
34
12
35
31
20
31
8
21
24
20
20
18
42
27
30
56
20
62
56
43
0% 20% 40% 60% 80% 100%
Kakaku.com total (13.357 million)
WOM (bulletin board) (4.87 million)
On-site search results (3.506 million)
Household appliance (3.226 million)
User review (3.033 million)
Automotive, motorcycle (2.976 million)
PC (2.899 million)
Camera (1.331 million)
New product news (998,000)
Sports, outdoor (825,000)
Provider (564,000)
Mobile phone, PHS (544,000)
Fashion, timepieces (450,000)
Interior (449,000)
Hobby (403,000)
Household goods (384,000)
Game (316,000)
Baby/kids (251,000)
Beauty, health (205,000)
Food, drink (196,000)
Male Female
Chart 5-5: Kakaku.com visitor male-female split, by category
Source: Nielsen Online NetView; access by PC at home and work, April 2010
BuyWithMe,2,374
Groupon, 5,771
LivingSocial,4,388
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
May2010
Jun.2010
(in thousands)
Chart 5-6: Groupon site visitor trafc trend in the U.S.
Source: Nielsen Online NetView; access by PC at home and work
At Kakaku.com, the male-female split differsdramatically depending on product category
Male-female split of visitors to Kakaku.com greatly varies
depending on category. Visitors to product categories such
as PC, sports/outdoor and game are more than 80%
men, while household goods, baby/kids and beauty/
health categories are visited by more women than men.
More men visit WOM (bulletin board) and user reviews,
(see Chart 5-5).
In the U.S. Groupon sites are scoring fast growth
Groupon sites are scoring fast growth in the e-commerce
category in the U.S. Groupon is coined from the words group
and coupon, offering discount coupons once the required
number of buyers check in for discount. Visitor trafc on
major groupon sites in the U.S. show large growth beginning
in October 2009 (see Chart 5-6). The hot trend in the U.S.
has since landed in Japan, giving rise to many Japanese groupon
sites. The Japanese groupon sites are yet to attract big userpopulation and are not measured by online ratings in Japan,
but the trend is well worth monitoring.
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
20/21
20
Copyright 2010 The Nielsen Company.
2010: A Tipping Point for the Online Industry in Japan
While my 10 years of online marketing experience in the U.S. gives me an appreciation of several
key industry trends, I am still a newcomer to Japans media and marketing world. But I have
observed several signicant differences between Japan and the rest of the world when it comes
to online media adoption:
Online advances/innovations appear to be somewhat stalled in Japan, which is one of
the most advanced tech-savvy global economies;
Social Media is galloping ahead elsewhere in the world, but Japanese marketers appear
to view it with skepticism and caution;
While Japans mobile market is uniquely advanced in many ways, smartphones
(i.e. iPhone, Android, Blackberry) are struggling to gain share; and
Elsewhere in the world online access has transformed the political process (witness
2008 US presidential election and coverage of Iran unrest). But Japan politicians
continue to impose restrictions on online activity surrounding elections.
Japan does share one important thing with just about every other country: given how consumers
around the world are spending more and more time online, everyone is wondering why it is taking
so much time for companies to allocate more of their marketing budgets to online. In a nutshell:
old habits die hard, and given how important TV advertising has been to all major marketers, it
is not straightforward for marketers to dramatically shift established media spending practices,especially to online.
The ndings in this report paint a picture that onlines successes in Japan have passed a point of no
return, and marketers in all industries understand that their practices must change if they want to
communicate effectively with their customers. The Japanese people have a genuine appreciation
for the power of brands, and it is clear that online exposure contributes positively to brand
awareness, impact and purchase.
In my opinion, 2010 will prove to be a tipping point for the online industry in Japan. The industry
will break through the shackles imposed by the recent recession and will see stronger growth
later this year, with solid double-digit growth in 2011, coupled with a breakthrough in
smartphone penetration and increasing adoption of social media.
Do you agree? Please feel free to share your thoughts by writing me at
Charles Buchwalter,
Chairman and CEO,
Nielsen Online Japan
-
8/8/2019 Online Media Issue1 JP EngVer 20100921
21/21
Copyright 2010 The Nielsen Company. All rights reserved. Produced in the U.S.A. Nielsen and theNielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other productand service names are trademarks or registered trademarks of their respective companies. 2010/2024
About contributors (in order of appearance)
Haruki Watanabe: Director of Public Relations, beBit Inc.
Joined Honda Motor in 1977 and worked on advertising and sales promotion inside and outside Japan. Watanabe
was named web master in 1996 to supervise Hondas corporate website. Watanabe has assumed the current positionsince April 2010.
Motohiko Tokuriki: CEO, Agile Media Network Inc.
After working on eet sales and IR activities with NTT, Tokuriki moved on to IT consulting rm and Ariel Networks,
later joining Agile Media Network operation in 2006. Tokuriki was appointed Director in July 2007, and promoted
to the current position in February 2009.
Hiroto Ebata: Director, Marketing Operations, iMarketing, Coca-Cola(Japan) Company, Ltd.
Ebata worked with Space and Information Division of Itochu Corporation, moved on to founding a venture capital
Digipri before taking the current position in 2005.
Masashi Hagiwara: Executive Researcher, TransCosmos Inc.After working with Nikkei Research, Hagiwara was appointed Representative Director and President of NetRatings
in 1999 and took the position for 10 years. Hagiwara assumed the current position in August 2009.
Supervision
Shigenori Suzuki, Senior Analyst, Nielsen Online Japan
Planning and text
Shigenori Suzuki, Senior Analyst
Shunsuke Usui, AnalystMasaru Nakagawa, Analyst
Yoshiya Nakamura, Analyst
Tomohiro Nishimura, Analyst,
Ryo Yamada, Analyst, Nielsen Online Japan
Contributor:
Charles Buchwalter, Chairman and CEO, Nielsen Online Japan
Contact:NetRatings Japan, Inc. Sales Division
Tel: +81-3-4363-4201
e-mail: [email protected]