App performance benchmarks and insights.
"As one of the biggest mobile app markets in the world, Japan continues to innovate and captivate its highly engaged audience. In 2023, smartphones were used by over 73% of the Japanese population, mobile internet penetration reached 93%, and more than 2.5 billion app downloads were recorded. This enthusiasm also extended to consumer spending, which hit $17.9 billion in 2023, placing Japan third globally, behind only China and the U.S.
The sustained success of the market can be attributed to its exceptional adaptability. Japan's digital environment is vast and diverse, with emerging channels such as connected TV (CTV) and PC and console firmly finding their way into marketers’ playbooks. Plus, the growing prominence of technologies like artificial intelligence (AI) and machine learning are creating more opportunities to enhance app experiences, find high quality users, and drive engagement. To thrive in this dynamic but ultra-competitive market, it's essential to find the right channel and media mix, remain ahead of changing data privacy frameworks and regulations, and adapt to shifting user behaviors and expectations. Utilizing next-gen measurement and analytics is becoming increasingly necessary for scalable success.
These advanced tools enable marketers to make prompt, data-driven decisions regarding campaign optimization and budget allocation, regardless of the channel, platform, or data source. Essential to this are solutions for incrementality analysis, media mix modeling, and predictive analytics. Combined with “traditional” attribution, these frameworks help to round out a future-proof and highly granular approach to marketing efforts."
