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Transcript of Japan sns site
Japan’s Cellphone Edge @ analytica1st.com
Japan Mobile SNS Study
January 2010
mixi
gree
mobagetown
twitter Yahoo!Days
Japan’s Cellphone Edge @ analytica1st.com
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Part 1. Japan’s Mobile Phone Market OverviewPart 1. Japan’s Mobile Phone Market Overview
Japan’s Cellphone Edge @ analytica1st.com
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Chart 1: J apan Mobile Phone Penetration Rate Aug.2009
14.0
113.7
0%
20%
40%
60%
80%
100%
Total Japan population: 127.7m
Mobile penetration: 89%
Japan’s mobile phone market is in a mature phase The saturation is here with penetration rate standing at 89% The growth is modest with 4% up YoY (Aug. ’08 - Aug. ’09) (see Chart: 3)
Japan is a dominantly postpaid market Just 1.3% of accounts are prepaid and they are decreasing
There are two types of mobile phone standards in Japan: cellular and PHS Among country’s 113.7m wireless subscriptions, 96% account for cellular phones Remaining 4% go to Personal Handy-phone System (PHS)
Chart 2: J apan Mobile Subscriptions by Type, Aug.2009
96%
4%
Cellular
PHS
Total: 113.7m
Japan mobile phone market is well developedJapan mobile phone market is well developed
Japan’s Cellphone Edge @ analytica1st.com
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10
20
30
40
50
60
Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09
Chart 3: Mobile Phone User Bases by Carrier, 2008-2009
NTT DoCoMo KDDI au Softbank EMOBILE Willcom (PHS)
(millions)
Source: Telecommunications Carriers Association, August 2009
Last year Japan’s wireless market grew by mere 4%Last year Japan’s wireless market grew by mere 4%
Japan’s Cellphone Edge @ analytica1st.com
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Chart 4: Ownership of communications devices by households (% ), 2004-2008
0
20
40
60
80
100
120
2004 (n=3,695) 2005 (3,982) 2006 (n=4,999) 2007 (n=3,640) 2008 (n=4,515)
Mobile phones PSTN phones PCFax Car navi Networked gaming deviceNetworked TV
(%)
Source: Japan Ministry of Internal Affairs and Communications, 2008
Mobile phones, including PHS, are the most owned communications devices In popularity they surpass personal computers and fixed line telephones
Mobile phones outshine landline telephones & PCs in JapanMobile phones outshine landline telephones & PCs in Japan
Japan’s Cellphone Edge @ analytica1st.com
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There are three main cellular standards employed in Japan: PCD, CDMA & WCDMA 2G: cdmaOne (a CDMA flavor) and PCD, a home-grown standard vanishing from the scene 3G: CDMA and WCDMA evolutions
Japan cellular phone market has almost completely switched to 3G standards Just about 5% of accounts are still 2G In 3G, WCDMA takes lion’s share as three operators support it vs. single CDMA operator WCDMA operators are NTT DoCoMo, Softbank and eMobile; KDDI au backs CDMA
Data usage is abundant due to high 3G penetration and advanced devices available Among 109m cellular connections, 84.3% have data plans added on
Chart 5: J apan Mobile Standards Shares (%), Aug.2009
5%
67%
28%
WCDMA
CDMA2000 1x
2G (PCD andcdmaOne)
Total cellular: 109m
Chart 6: J apan Mobile Data Subscriptions Aug.2009
91.9
17.1
0%
20%
40%
60%
80%
100%
Total Cellular: 109m
Data penetration: 84.3%
3G penetration stands at 95%, making Japan the leader in 3G3G penetration stands at 95%, making Japan the leader in 3G
Japan’s Cellphone Edge @ analytica1st.com
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PC & mobile phone users61.9m (68.2%)
4.7m (5.2%)
Mobile phone only8.2m (9.0%)
0.1m (0.1%)Game device/TV only
0.02m (0.0%)
0.7m (0.8%)
PC users82.5 (90.8%)
Game device/TV users5.6m (6.2%)
Mobile Phone Users75.0m (82.6%)
PC only15.0m (16.6%)
Source: Japan Ministry of Internal Affairs and Communications, 2008
In 2008, about 62m users accessed Internet from both PC and mobile phone 82.6% of mobile phone users browsed mobile Internet from their phones in 2008 In 2009, this number increased to 84.3% (see Chart 6)
Chart: 7 Internet Access in Japan by Device Type, 2008
Mobile phones are in the driving seat when accessing InternetMobile phones are in the driving seat when accessing Internet
Japan’s Cellphone Edge @ analytica1st.com
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62.5%
60.6%
49.7%
45.0%
44.2%
41.5%
41.1%
40.6%
40.5%
39.0%
36.3%
35.1%
33.7%
30.3%
30.2%
25.8%
23.6%
22.6%
22.6%
20.8%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Blog
Search
Homepage Building Service
Chaku Uta Full
Idle Screen Customization
Weather
Apps/Games
SNS
News
Web Board
Traffic/Directions
Deco Mail
Chaku Uta
Video Sharing
Manga
Online Dictionary
Horoscopes
Chaku Melo
eBook
Profile Pages
Social networking is on mobile radar but has plenty room for growth
Source: Mobile Marketing Data Labo., Aug. 2009; n=2,010 (multiple responses allowed)
Chart: 8 Japan Internet Services Accessed from Mobile Phone in August 2009
Breakdown of mobile Internet usage in JapanBreakdown of mobile Internet usage in Japan
Japan’s Cellphone Edge @ analytica1st.com
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Part 2. Mobile Social Networking in JapanPart 2. Mobile Social Networking in Japan
Japan’s Cellphone Edge @ analytica1st.com
10
75.4%
22.2%
2.0%
0.4%
Only from mobile phone
From PC & mobile phone
Only from PC
SNS doesn't support mobile access
When logged in from a mobile phone, almost 60% of users play games
Source: Mobile Marketing Data Labo., Aug. 2008; n=3,880
Most users access social networks from mobile Most users access social networks from mobile
Source: Mobile Marketing Data Labo., Aug. 2008; n=2,926
Chart: 9 Access methods of social networks in Japan
68.0%
58.4%
55.9%
49.4%
36.3%
30.8%
29.9%
16.3%
11.6%
3.7%
0% 20% 40% 60% 80%
Check inbox, visitors
Play games
Read friend's blog
Update own blog
Read news
Check community updates
Send messages
Update profile
Update photos/videos
Invite friends
Chart: 10 Main SNS features used on mobile phone
Japan’s Cellphone Edge @ analytica1st.com
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Social network user demographics skew toward female users
Source: Mobile Marketing Data Labo., Aug. 2008; n=6,898
Japan’s social networking demographics Japan’s social networking demographics
56.2%
17.5%
17.0%
9.3%
Using at present
Registered but not using at present
Not using but have heard about it
Don't know what SNS is
Chart 12 SNS usage among male users
51.2%
19.5%
18.5%
10.8%
Chart 13 SNS usage among female users
61.2%16.5%
14.5%
7.8%
Source: Mobile Marketing Data Labo., Aug. 2008; n=3,478
Source: Mobile Marketing Data Labo., Aug. 2008; n=3,420
Chart: 11 SNS usage / awareness in Japan
Japan’s Cellphone Edge @ analytica1st.com
12
68.2%
59.5%
56.2%
48.6%
44.1%
41.6%
39.8%
35.1%
24.1%
22.3%
9.8%
7.4%
6.5%
3.5%
2.8%
0.0%
0.0%
12.7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Blog
Games
Messaging
Avatars
Communities
Circles
Profiles
News
Albums
User search
Videos
Deco mail
Reviews
Calendar
RSS
Introduction templates
Visitor tracking
Other
Among most used features are blogging, gaming and messaging
Source: Mobile Marketing Data Labo., Aug. 2009; n=3,880 (multiple responses allowed)
Chart: 14 Features most used on social network sites (including both PC and mobile phone users)
Social networks attract users by multiple featuresSocial networks attract users by multiple features
Good selection of games is an important attribute of successful
social network in Japan
Japan’s Cellphone Edge @ analytica1st.com
13
68.4%
53.5%
43.0%
9.3%
7.8%
5.7%
4.8%
4.4%
3.9%
2.9%
2.6%
2.5%
2.4%
2.2%
1.9%
1.1%
0.9%
0.3%
0.3%
19.6%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
mobage town
mixi
gree
puchige friends
ixen
fans street
nani suru.jp
rogotomo
mobarebo
myMTV
chibuya town
gocco
any
yahoo!days
cafesta
amie
my space japan
cyworld
Other
Late coming and lack of relevant local offering keep global brands at bay in Japan
Source: Mobile Marketing Data Labo., Aug. 2008; n=3,880 (multiple responses allowed)
Chart: 15 Mobile Social Networks Accessed In Japan, 2008
Home-grown social networks rule in JapanHome-grown social networks rule in Japan
43.3%
40.8%
29.6%
3.5%
2.6%
1.5%
1.1%
0.9%
0.7%
0.6%
0.0%
5.6%
29.3%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
mobage town
gree
mixi
puchige friends
style walker
yahoo! days
gocco
ekimoba
any
actibo
other
don't use
Chart: 16 Mobile Sites Used for Communication, 2009
Source: Cross Marketing, Sep. 2009; n=2,993
Foreign players struggle to get footing in Japan
Big three dominate the social networking
marketplace in Japan
Japan’s Cellphone Edge @ analytica1st.com
14
Chart 17: Twitter user dynamics in US, UK & Japan, Jan-Apr 2009
4,5567,038
13,858
17,082
6851,789 2,397 2,515
200 239 357 52102,0004,0006,0008,000
10,00012,00014,00016,00018,000
Jan-09 Feb-09 Mar-09 Apr-09
USUKJapan
Twitter in Japan: growing but yet to make an impactTwitter in Japan: growing but yet to make an impact
Japan USA UKUsers 520,000 17,080,000 2,520,000Reach (of all Internet users) 0.90% 10.20% 6.80%Average access rate 3.4 times 3.5 times 4.3 timesAverage time spent 4.57min 17.33min 27.19minGender demographics (male : female) 75% : 25% 45% : 55% 46% : 54%
Twitter’s reach in Japan is comparatively low but with such personalities like Japan’s prime minister Yukio Hatoyama joining the service it can get more traction
By now, Twitter in Japan is high-jacked by the male audience (75% of Twitter users)
Table 1: Stats of Twitter usage in Japan, US & UK, April 2009
Source: http://www.netratings.co.jp/New_news/News05272009.htm
Japan’s Cellphone Edge @ analytica1st.com
15
Chart 18: Visitors to Facebook Japan ('000), 2008-2009
355 346 280417
638 573445 499
836 767879
1,2171,391
0
200
400
600
800
1,000
1,200
1,400
1,600
Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09
Facebook in Japan: relying on organic growthFacebook in Japan: relying on organic growth
Having started offering localized home page in May 2008, Facebook relied on organic growth in Japan reaching out to 2.3% of Internet users by November 2009
Lack of localized apps makes Facebook less appealing compared to mixi and likes
Table 2: Facebook Japan vs. Facebook USA and mixi Japan, November 2009
Source: http://csp.netratings.co.jp/nnr/PDF/Newsrelease12242009_J.pdf
Facebook Japan Facebook US mixiVisitors 1,390,000 109,710,000 9,200,000Reach (of all Internet users) 2.30% 56.20% 15.20%Average access rate 3.4 times 19.3 times 18.7 timesAverage time spent 36.7min 6hr 10.6min 4hr 32.52minGender demographics (male : female) 56% : 44% 44% : 56% 48% : 52%Application usage 7.30% 57.60% 50.20%
Japan’s Cellphone Edge @ analytica1st.com
16
14.9
10.78
5.54
15.12
11.03
5.9
15.4
11.42
6.26
15.68
11.64
6.7
15.91
11.86
7.16
16.11
12.08
7.59
16.3
12.34
8.02
16.48
12.94
8.49
16.62
13.44
9.01
16.83
13.83
9.86
17.02
14.19
10.57
17.23
14.48
11.63
17.41
14.69
12.6
Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09
Chart 19: User bases of big three compared: mixi, mobage town, gree (2008-2009)
mixi mobage town gree
(millions)
Source: Companies’ reporting numbers
Mixi is a leading social networking site in Japan by user baseMixi is a leading social networking site in Japan by user base
Japan’s Cellphone Edge @ analytica1st.com
17
7.1%
Mobage Town
Gree
mixi
18.2%
Source: Mobile Marketing, March 2008; n=352
About 30% of respondents reported actively using multiple mobile social networks
Chart: 7 Mobile social network member overlap
Mobile social network membership overlap is common in JapanMobile social network membership overlap is common in Japan
6.8%
7.1%4.8%
10.5%
13.9%
Japan’s Cellphone Edge @ analytica1st.com
18
4.32
10.69
3.87
9.76
4.25
11.1
3.97
10.49
4.28
11.41
4.07
10.99
4.08
11.49
4.09
11.93
4.52
11.44
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
Chart 17: mixi page views by access platform: mobiles vs. PCs, 2009
PC Mobile
(billions)
Source: Company’s reporting numbers
Marketers must target mobiles as the main vehicle for serving adsMarketers must target mobiles as the main vehicle for serving ads Mixi and other social networks in Japan get most page views from mobile phones
Japan’s Cellphone Edge @ analytica1st.com
19
Mobage Town is a game-centric social network with a focus on delivering fun and entertainment experience
Mixi is focusing on creating the value of communication among real life friends through social apps and games
Gree is a virtual online community where users can socialize with each other through avatars, play games and earn or buy virtual goods
Differentiation strategies of big three social networks in Japan Differentiation strategies of big three social networks in Japan
Entertainment-centric
Communications-centricmixi
mobagetown
gree
Availability of games and entertainment content is pivotal for success of SNS in Japan Big three are in the race to match up each other offerings; In Japan, real user identity is often hidden behind the virtual avatar
Chart: 20 Brand positioning of big three in Japan
Japan’s Cellphone Edge @ analytica1st.com
20
Mobage demographics: games appeal to younger male audience Mobage demographics: games appeal to younger male audience
By gender
By age
47.9%
52.1%60.0%
40.0%
53.0%
47.0%
Female
Male
mixi mobage town gree
9.4%
53.8%
27.3%
7.4% 2.1%
Age 10~19
Age 20~29
Age 30~39
Age 40~49
Age 50
31.0%
43.0%
26.0%
Age 10~19
Age 20~29
Age 30+
24.0%
36.0%
25.0%
15.0%
Age 10~19
Age 20~29
Age 30~39
Age 40+
Source: Company’s reporting numbers
Japan’s Cellphone Edge @ analytica1st.com
21
Mobage town offerings at glance Mobage town offerings at glance
Source: Company
Japan’s Cellphone Edge @ analytica1st.com
22
mixi offerings at glance mixi offerings at glance
Source: Company
Japan’s Cellphone Edge @ analytica1st.com
23
Social network revenue model: Gree primerSocial network revenue model: Gree primer
Source: Company
Japan’s Cellphone Edge @ analytica1st.com
24
Premium content and ad sales equally contribute to revenuePremium content and ad sales equally contribute to revenue
Source: Company
mobage town sales breakdown
Japan’s Cellphone Edge @ analytica1st.com
25
Near future outlook: opening APIs and luring developersNear future outlook: opening APIs and luring developers
Source: Companies
Battle for developers’ mindshare begins: availability of third-party applications will become a competitive advantage for social networks in Japan Mixi payment program for developers provides advertising vehicles,
billing, consulting help and 80% cut of revenue generated by application Mobage Town: providing OpenSocial-based APIs for social gaming