comScore Launches Mobile Measurement in Japan

*comScore MobiLens Provides Insights into Japanese Consumers’ Mobile Behaviors and Device Usage* 

*3 Out of 5 Japanese Mobile Users Accessed their Browser in June, 2 Out of 5 Used Mobile Applications*  

Tokyo, Japan, September 22, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the introduction of its syndicated mobile measurement service, comScore MobiLens, in Japan.

MobiLens offers insights into consumers’ mobile behaviors, user demographics and device capabilities, to provide a comprehensive picture of the mobile market. As the first country in Asia where comScore has introduced mobile measurement, Japan joins the U.S, U.K., France, Germany, Italy and Spain as the seventh individual market reported in MobiLens.  

“Japan is home to one of the most advanced mobile markets in the world, with sophisticated consumers who use their mobile devices for a wide array of activities,” said Daizo Nishitani, comScore vice president for Japan. “comScore MobiLens provides publishers, advertisers and device manufacturers with actionable insights into consumers’ mobile device attributes and consumer behaviors. comScore is pleased to add mobile measurement to its growing suite of digital measurement capabilities in Japan.”  

Mobile Behaviors in Japan  

Mobile users in Japan displayed substantial usage of mobile media on their devices. In June 2010, nearly 60 million mobile users in Japan accessed the browser on their mobile device, equating to 59.3 percent of the entire mobile audience, while more than 42.6 million users accessed a mobile application (42.3 percent).  

More than half of mobile users in Japan (54 percent) accessed email on their mobile device, with more than one-third accessing weather information (34.1 percent) and search (33 percent). News (20.9 percent) and sports information (20.8 percent) were also among the more popular activities, while 17 percent of the mobile population visited social networking sites or blogs.

Other popular mobile behaviors include taking photos (63.0 percent), sending text messages (40.1 percent), watching TV and/or video (22.0 percent), playing games (16.3 percent) and listening to music (12.5 percent).

Select Mobile Behaviors in Japan
June 2010
Total Japan Mobile Audience Age 13+
Source: comScore MobiLens
  Audience (000) Percent of Mobile Users
Total Audience: 13+ yrs old 100,900 100.0%
Took photos 63,560 63.0%
Used browser 59,848 59.3%
Used email (work or personal) 54,513 54.0%
Used application 42,671 42.3%
Sent text message 40,496 40.1%
Accessed weather 34,369 34.1%
Accessed search 33,312 33.0%
Watched TV and/or video on mobile phone 22,200 22.0%
Accessed news 21,042 20.9%
Accessed sports information 20,959 20.8%
Accessed entertainment news 17,902 17.7%
Accessed social networking site or blog 17,173 17.0%
Played games 16,397 16.3%
Accessed financial news or stock quotes 16,233 16.1%
Accessed maps 15,806 15.7%
Accessed traffic reports 12,694 12.6%
Listened to music on mobile phone 12,662 12.5%
Accessed tech news 8,935 8.9%
Accessed restaurant information 8,468 8.4%
Accessed bank accounts 8,089 8.0%

“We welcome comScore MobiLens in Japan,” said Mr. Hidenori Miyatani, of the Planning and Research Office at Rakuten, Inc. “The dynamic nature of mobile in Japan requires a complete mobile measurement service which MobiLens offers.” 

“In this dynamic and fast-growing market, understanding what content users are consuming on their mobile device and how they are consuming this content is critical information for mobile brands,” said Will Hodgman, comScore executive vice president for the Asia Pacific region. “The ability to understand mobile users from several dimensions including user behaviors, demographic characteristics and device specifications is a welcome innovation for Japan’s mobile industry.” 

For more information on comScore MobiLens, please visit:  

*Source: comScore

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