How Japanese Consumers Use The Mobile Internet

The mobile phone market in Japan is saturated: 96% of online consumers already own mobile phones, many of which offer Internet access and advanced capabilities. Although both men and women are avid mobile Internet users, there are significant differences in the activities they pursue. Women tend to rely more heavily on their mobile phones for email and are keener to "personalize" with photographs and downloaded ring tones. By contrast, men make greater use of their phones' entertainment functions, downloading games and videos. To engage with Japanese consumers, brands need some mobile Internet presence, even if it is basic — for example, offering mobile email newsletters and branded screensavers to allow women to personalize their phones.