Mobile Shopping, Coupons and SNS Usage Increasing in Japan
According to the latest ROA Group report, social networking services (SNS), mobile shopping and mobile coupon usage is increasing in Japan, opening new opportunities for mobile advertising. The report is based on a user survey analyzed by ROA Group, and examines the differences between 4 user groups identified as Simple Users, Benefit Oriented Users, Free Entertainment Users and Multitask Users, including 1,267 men and women in their 10s to 60s, evenly divided by age and gender.
SNS usage on mobile handsets was found to be the highest in the Free Entertainment User group that consists mostly of students between 10 to 20 years old, and who pay JPY 8,000 - JPY 15,000 a month for mobile services.
The mobile SNS usage was the lowest among the Simple Users, most of whom are housewives and office workers in their 50s to 60s and use JPY 5,000 or less a month for mobile services. These users prefer PC for SNS and online shopping. Mobile shopping and mobile coupon usage was found to be the highest among the Benefit Oriented User group, evenly divided between both men and women in their 10s to 30s, most of them students and office workers who spend JPY 5,000 - 10,000 a month for mobile services.
The survey also found differences in the usage of mobile games and eBook among the users.
The survey was conducted during January 25-31, 2008, targeting users who are registered as monitoring customers of Livedoor Japan.
Posted to the site on 17th June 2008
