comScore Launches Mobile Measurement in Japan
comScore, Inc. today announced the introduction of its syndicated
mobile measurement service, comScore MobiLens, in Japan. MobiLens
offers insights into consumers’ mobile behaviour, 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,” says 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 users in Japan display 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% of the
entire mobile audience, while more than 42.6 million users accessed a
mobile application (42.3%).
More than half of mobile users in Japan (54%) accessed email on their
mobile device, with more than one-third accessing weather information
(34.1%) and search (33%). News (20.9%) and sports information (20.8%)
were also among the more popular activities, while 17% of the mobile
population visited social networking sites or blogs.
Other popular mobile behaviors include taking photos (63.0%), sending
text messages (40.1%), watching TV and/or video (22%), playing games
(16.3%) and listening to music (12.5%).