Smartphone Adoption Continues to Grow in Japan

*comScore Releases Latest Mobile Industry Insights from its MobiLens Product*

Tokyo, Japan, February 25, 2011 – comScore Japan KK, a wholly owned subsidiary of comScore, Inc., a leader in measuring the digital world, today released the latest insights into mobile usage in Japan from its comScore MobiLens product. The report found that Japanese users are continuing to adopt smartphone devices, with Apple and Google platforms seeing significant increases in subscribers. 

Japanese Beginning to Adopt Smartphones  

Compared to other mobile markets such as the U.S. and Europe, smartphone adoption (defined as those phones that use the Microsoft, Google, Apple, RIM or Palm platforms) has remained relatively small in Japan. Recently, carriers and operating systems have made the push into Japan to introduce smartphones into this sophisticated mobile market. Analysis of smartphone adoption during December 2010 revealed that 7 million mobile users in Japan (7 percent of the total mobile market) are smartphone owners, an increase of 33.5 percent from September 2010 when comScore first introduced MobiLens into Japan. Many smartphones in Japan have advanced capabilities such as mobile wallet, 1seg TV and waterproof features, all which encourage current feature phone users to switch to smartphone devices. 

Smartphone and Non-Smartphone Usage* in Japan
December 2010
Total Japan Mobile Audience Age 13+
Source: comScore MobiLens
  Total Audience* (000) Share of Total Mobile Audience
Total Mobile Audience 100,900 100.0%
Non-Smartphone Users 93,925 93.1%
Smartphone Users 6,975 6.9%

When looking at smartphone platform adoption in Japan, the study found that Apple and Google account for the largest volume of smartphone users. In December 2010, 3.8 million smartphone subscribers used Apple devices, up 48 percent from June 2010. Google Android devices witnessed a surge in users growing to more than 2 million in December 2010, up from just 435,000 users in June. 

Apple, Google and Microsoft Smartphone Platform Audience in Japan
June, September and December 2010
Total Japan Mobile Audience Age 13+
Source: comScore MobiLens
  Total Audience (000)
June-2010 Sept-2010 Dec-2010
Total Smartphone Audience 5,223 5,702 6,975
Apple 2,557 3,347 3,787
Google 435 841 2,174
Microsoft 2,144 1,475 831

comScore MobiLens provides an unparalleled view of the Japan, U.S. and European mobile media landscapes, connecting data on mobile consumer demographics and behaviors with device capabilities to providing leading brands with insights into technology and consumer trends in the dynamic mobile media market. 

Mr. Shin Imamura, data technology division, marketing department at OPT, Inc. (JASDAQ: 2389), who have recently adopted comScore MobiLens data commented, “We have long been researching and analyzing Japan’s mobile environment, and we expect that through the adoption of comScore MobiLens, we will further deepen our understanding of Japan’s mobile users.” 

For more information on comScore MobiLens, please visit: 

About comScore Japan KK 

comScore Japan KK is a wholly owned subsidiary of comScore, Inc. comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. For more information, please visit 

*Source: comScore

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