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1、Japan mobile app trends 2022Essential app performance benchmarks and insightsGUIDEJapan mobile app trends 20222Key takeaways.3Introduction.6 Japans app market:An overview.7 Total install growth by vertical.7 Total session growth from 2020-2022.7 Sessions lengths by vertical.8 Gaming.9 Whats the stat

2、e of play in the Japanese gaming market?.10 Gaming installs by category.11 Marketing costs and performance for casual games in Japan.14 E-commerce.18 Charting e-commerce growth and distribution.19Fintech.22 Fintech apps know where the moneys at.23Dating.26 Falling in love with mobile.27CTV:The new f

3、rontier for app marketers.31The methodology.33ContentsJapan mobile app trends 20223Key takeaways15%29%13%$6.60GAMINGFrom 2020 to H1 2022,hyper casual and role-playing were the most popular gaming genres.Hyper casual titles accounted for 15%of total installs,while RPGs came second with 13%.E-COMMERCE

4、E-commerce performed exceptionally well in Japan over the last two years.January 2022 was the highest charting period,with an 8%increase compared to the 2021 average and a 29%boost compared to 2020.FINTECHFintech apps charted high session growth in the first half of 2022,with an impressive year-over

5、-year increase of 13%.DATINGSessions for dating apps grew steadily over the last two years,but so did the cost of acquiring new users.CPI for dating apps rose in the winter and hit a high of$6.60 per install in February 2022.Japan mobile app trends 20224Naoki Sassa,General Manager Japan“Despite sign

6、ificant challenges to the app and mobile marketing industry over the past two years,Japan has shown its resilience as a top market for app users and advertisers.From a huge uptick in mobile payment usage to boosts in gaming and e-commerce sessions and CTV usage and campaigns,were excited to see how

7、these growth patterns continue over the coming months.”Japan mobile app trends 20225Kota Amano,Senior Country Manager Japan&Korea“The mobile economy has continuously grown since the pandemic started,which brings lower CPI trends in several app categories.Now is the time to consider whats next for mo

8、bile marketing to accelerate the growth of your apps.At the same time,marketers need to know how to acquire engaged users in post-install.”Like the global app market,Japans mobile app market saw a burst of growth in the past two years,driven by changing habits spurred by the COVID-19 pandemic.The co

9、untrys mobile users turned to apps to make essential purchases,reorganize their finances,entertain themselves,or simply pass the time.Yet as the pandemic largely winds down,user habits continue to evolve.For app marketers looking to grow their share in Japan,the market brings both unique challenges

10、and significant rewards.Japans median age is relatively high(49.2),and despite being a nation known to develop cutting-edge technologies,Japan has been slow to adopt mobile technology on a population-wide scale.That said,in the past few years,the number of mobile users in Japan has grown steadily.Sm

11、artphone ownership among internet users aged 16 to 64 passed 90%,according to a survey by Insider Intelligence.A report by social media agency We Are Social also found that 98%of social media users access platforms via mobile and that 59%of Smartphone users play games on mobile.With usage climbing,e

12、ntrants and incumbents alike have an opportunity to capitalize on the nations app market.Drawing on data from Japan from 2020 to 2022,Adjust and Liftoffs Japan mobile app trends report provides mobile marketers across industries with an essential overview of new trends,benchmarks,and insights into t

13、he island nation.Our report examines installs,sessions,and ROAS across four key verticalsgaming,e-commerce,fintech,and dating.According to Adjust data,Japans mobile app marketdespite fluctuations from global changescontinues to keep pace with global growth.Year-over-year growth for app installs acro

14、ss all verticals in Japan increased by 19%from 2020 to 2021.To take full advantage of emerging opportunities,marketers must adapt and develop marketing strategies to fit regional trends and user preferences and habits.To assist,this report offers perspectives from marketers with extensive experience

15、 driving app growth in the country.IntroductionJapan mobile app trends 20227Between 2020 and 2021,total gaming installs rose by 52%much higher than the other verticals in the region.Of the other app categories this report covers,e-commerce grew by 13%,fintech by 11%,and dating by 4%.In Japan,session

16、s for all apps saw remarkable growth over the last two years.2021 charted an impressive year-on-year(YoY)growth of 23%.Total sessions hit a two-year high in August 2021,33%higher than the 2020 average and 8%up from the 2021 average.Sessions in Japan are also trending upwards in 2022 to dateup by 12%

17、in H1 2022 YoY.Japans app market:An overviewTOTAL INSTALL GROWTH BY VERTICAL TOTAL SESSION GROWTH FROM 2020-2022App install growth percentages YoY 2020-2021App session growth 2020-H1 2022 (All verticals)E-commerceAll verticalsGamingFintechDating4%11%13%19%52%JAN 2020JAN 2021FEB 2020FEB 2021MAR 2020M

18、AR 2021APR 2020APR 2021MAY 2020MAY 2021JUN 2020JUN 2021JUL 2020JUL 2021AUG 2020AUG 2021SEP 2020SEP 2021OCT 2020OCT 2021NOV 2020NOV 2021DEC 2020DEC 2021Japan mobile app trends 20228In the first half of 2022,users played gaming apps for an average session length of 26.5 minutes.This exceeded the avera

19、ge session length across all verticals by nearly 15 minutes.Dating apps,second to gaming in session lengths,kept users engaged for almost 15 minutes per session.SESSIONS LENGTHS BY VERTICALApp session lengths H1 2022510152025300Time in minutesE-commerceAll verticalsGamingFintechDating4.4310.2914.414

20、.9326.469Gaming15%of gaming installs in Japan are hyper casual games,the most popular genre.Japan mobile app trends 202210Japan is a pioneer in the gaming industry,and its home to some of the worlds leading names in gaming,including Sony,Nintendo,and Sega.According to analytics company Newzoo,“Japan

21、s 75.6 million players.generated revenues of$22.1 billion”in 2021.Despite its small size compared to other countries,Japan is the third-biggest games market worldwide because of its strong revenues.To contextualize what is happening in the mobile gaming market in Japan,we look at a few key metrics f

22、rom the start of the pandemic to now.First,lets look at user activity.Sessions are a valuable proxy for understanding overall app growth.In 2021,the number of sessions grew significantly,with a 22%year-over-increase.As the pandemic rolled on,users embraced mobile games at scale.However,pandemic-driv

23、en trends seem to be winding down.Halfway into 2022,gaming sessions fell compared to last year.That said,they are still above early pandemic levelscompared to H1 2020,sessions were up 8%in H1 2022.Whats the state of play in the Japanese gaming market?Gaming app session growth 2020-H1 2022JAN 2020JAN

24、 2022JAN 2021FEB 2020FEB 2022FEB 2021MAR 2020MAR 2022MAR 2021APR 2020APR 2022APR 2021MAY 2020MAY 2022MAY 2021JUN 2020JUN 2022JUN 2021JUL 2020JUL 2021AUG 2020AUG 2021SEP 2020SEP 2021OCT 2020OCT 2021NOV 2020NOV 2021DEC 2020DEC 2021Japan mobile app trends 202211Gaming apps comprise many genres,but the

25、Japanese market seems to favor two above all others.Between 2020 and H1 2022,hyper casual titles took up 15%of total installs,while role-playing games(RPGs)came second at 13%.However,session distribution differs significantly from install distribution.Action games and RPGs are still on top,with 17%o

26、f total sessions each but hyper casuals,which accounted for 15%of the total install share,only account for 1%of sessions.Gaming installs by categoryGaming app installs and sessions by vertical 2020-H1 20222%0%4%6%8%10%12%14%16%18%PuzzleActionRole PlayingAdventureSimulationMusicCardBoardHyper CasualF

27、amilyCasinoSportsStrategyCasualInstallsSessionsJapan mobile app trends 202212Comparing the number of sessions by platform reveals that iOS hosts around two-thirds of the gaming apps tracked by Adjust in Japan,while Android only accounts for 33%.Retention rates for games in Japan are slightly lower t

28、han global figures.In H1 2022,the average Day 1 retention rate for gaming apps was 22%.Day 7 rates come in at 9%and Day 30 rates at 3%.THE PLATFORM WARSLIFETIME VALUE STARTS WITH RETENTIONGaming app sessions by platform H1 202233%67%Gaming app retention rates H1 20220%300510152025GlobalAPACJapanDay

29、after install20%40%60%80%100%90%70%50%30%10%Japan mobile app trends 202213“The Japanese gaming app market has shown incredible growth despite the impacts of privacy changes and the COVID-19 pandemic.The growth of hyper casual games was particularly impressive,and we also saw a boost at KAYAC.For hyp

30、er casual games where ad promotion is key,it is essential to acquire and leverage accurate data to effectively run campaigns in order to drive the acquisition of high quality users.”Masaya Murakami,DirectorJapan mobile app trends 202214If mobile gaming as an industry received a boost from pandemic h

31、abits,then casual gaming saw unique growth opportunities.This is hardly surprising.With low barriers to entry and broad appeal,casual games are perfect for helping users pass the time.They can also be highly lucrative.Drawing on data from its recent Casual Gaming Report,Liftoff closely looks at the

32、costs and ROAS rates for this globally popular genre.Marketing costs and performance for casual games in JapanCasual gaming CPI,June 2021-May 2022The cost-per-install(CPI)for casual gaming apps in the past year averaged$5.46.For most of the year,CPI for casual gaming apps stayed below the$6 mark.CPI

33、 declined steadily between June 2021 and October 2021 and rose again during the winter.CASUAL GAMING CPI Aug 21Sept 21Jun 21Jul 21Oct 21Nov 21Dec 21Jan 22Source:LiftoffFeb 22Mar 22Apr 22May 22$6$4$2$0$8$6.26$5.52$5.56$5.07$4.88$5.54$6.10$5.73$5.72$5.62$5.93$4.92Japan mobile app trends 202215The aver

34、age D7 ROAS rate was around 7%,while D30 ROAS rates hovered just under 20%.CASUAL GAMING DAY 7 AND DAY 30 ROAS Day 7 and Day 30 ROAS for casual gaming appsD7 ROASD30 ROAS0%10%20%15%5%Source:Liftoff7.30%19.07%Casual gaming average CPI for iOS and Android$0$2$6$4Source:Liftoff$5.22$5.49AndroidiOSCPIs

35、were similar for both iOS and Android,averaging nearly$5.50.This is consistent with Liftoffs analysis of Android vs.iOS performance.Japan mobile app trends 202216Both platforms had similar D7 and D30 ROAS rates.By Day 30,Android users outperformed iOS by around two percentage points.Casual gaming ap

36、ps ROAS on iOS and AndroidD7 ROASD30 ROASAndroidiOS0%10%20%25%15%5%7.43%7.19%18.42%20.44%Source:LiftoffJapan mobile app trends 202217Puzzle and simulation games:CPI$0$2$6$4Source:Liftoff$5.48$5.04PuzzleSimulationPuzzle game players cost slightly more each to acquire than simulation game players($5.4

37、8 compared to$5.04).In addition to having a lower CPI,simulation games posted higher ROAS rates on both Day 7 and Day 30.CASUAL GAMING CPI AND ROAS BY SUBCATEGORYDay 7 and Day 30 ROAS for puzzle and simulation games D7 ROASD30 ROASSource:LiftoffPuzzleSimulation0%10%20%25%15%5%18.77%7.02%22%8.12%188%

38、increase in sessions in January 2022 compared to the 2021 averageE-commerceJapan mobile app trends 202219E-commerce performed exceptionally well in Japan over the last two years.Sessions surged 20%in 2021 YoY.In fact,January 2022 was the highest charting period,with an 8%increase compared to the 202

39、1 average and a 29%boost compared to 2020.Overall,e-commerce app sessions are still up in 2022,growing 7%in H1 2022 YoY.From 2020 to H1 2022,marketplace apps take the lions share of installs at 75%.Marketplace apps are followed by shopping at 23%and deal discovery at 2%.Charting e-commerce growth an

40、d distributionE-commerce app session growth 2020-H1 2022JAN 2020JAN 2022JAN 2021FEB 2020FEB 2022FEB 2021MAR 2020MAR 2022MAR 2021APR 2020APR 2022APR 2021MAY 2020MAY 2022MAY 2021JUN 2020JUN 2022JUN 2021JUL 2020JUL 2021AUG 2020AUG 2021SEP 2020SEP 2021OCT 2020OCT 2021NOV 2020NOV 2021DEC 2020DEC 2021Japa

41、n mobile app trends 202220Retention rates for e-commerce apps in H1 2022 in Japan were lower than global rates but higher than the median of the APAC region.On Day 1 after install,APAC had a retention rate of 14%,and Japan had a rate of 17%.By day 30,retention rates dropped to 4%in APAC and 5%in Jap

42、an.E-commerce app installs by vertical 2020-H1 202230%20%10%0%40%50%60%70%80%ShoppingMarketplaceDeal Discovery75%26%2%E-commerce app retention rates H1 20220%300510152025GlobalAPACJapanDay after install20%40%60%80%100%90%70%50%30%10%Japan mobile app trends 202221“SNKRDUNK has grown tremendously over

43、 the past four years,and is now taking on the challenge of growing its business overseas.The mission of SNKRDUNKs mar-keting organization is to create the next marketplace that is enthusiastic all over the world.In order to create such a marketplace,we will expand our marketing activities through of

44、fline advertising and OMO measures along with digital advertising and CRM.Were aiming to boldly take on challenges that will allow more people to use SNKRDUNK.”Kazuhito Takahashi,Marketing CRM leader/PM22FintechJapan mobile app trends 202213%YoY fintech session growth in H1 2022,one of the biggest s

45、ession increases for a vertical this yearJapan mobile app trends 202223Digital payments skyrocketed during the pandemic as consumers turned to payment methods with fewer physical touchpoints.Between 2019 and 2021,cashless payments in Japan increased in use by 21%.Japans government also began promoti

46、ng cashless payments,hoping to achieve 40%cashless payments by 2025 to stay in line with global growth.Worldwide,mobile wallets are taking the lead in cashless transactions.In 2021,mobile wallet payments accounted for 49%of e-commerce transactions worldwide,and this figure is predicted to reach 53%b

47、y 2025.As a result of this amplification of digital payments,session growth for fintech apps in Japan exploded throughout the pandemic.Sessions increased 47%from 2020 to 2021.In the first half of 2022,they were up 13%compared to H1 2021signs of a dynamic industry with room for further growth.June 20

48、22 had the highest volume of fintech app sessions.Sessions were 30%higher than the 2021 average and 79%higher than 2020.Fintech apps know where the moneys atFintech app session growth 2020-H1 2022JAN 2020JAN 2022JAN 2021FEB 2020FEB 2022FEB 2021MAR 2020MAR 2022MAR 2021APR 2020APR 2022APR 2021MAY 2020

49、MAY 2022MAY 2021JUN 2020JUN 2022JUN 2021JUL 2020JUL 2021AUG 2020AUG 2021SEP 2020SEP 2021OCT 2020OCT 2021NOV 2020NOV 2021DEC 2020DEC 2021Japan mobile app trends 202224Overall,fintech apps charted impressive session growth in the first half of 2022,with a year-over-year increase of 13%.Sessions for al

50、l apps grew 12%in H1 2022 YoY,dating apps saw a hike of 8%,and e-commerce app sessions jumped 7%.App session growth percentages YoY H1 2021-H1 2022FintechDatingE-commerceAll verticals1%9%15%13%11%7%5%3%12%13%7%8%Japan mobile app trends 202225For the fintech vertical in H1 2022,Japan had better reten

51、tion rates than APAC overall.In Japan,the median retention rate on day 1 was 17%,11%on day 7,9%on day 14,and 7%on day 30.Fintech app retention rates H1 20220%300510152025GlobalAPACJapanDay after install20%40%60%80%100%90%70%50%30%10%Fintech app sessions by vertical 2020-H1 202230%20%10%0%40%50%60%70

52、%80%BankPaymentCrypto73%15%12%A breakdown of sub-verticals shows that payment apps had the most sessions at 73%.Banking apps came second,accounting for 15%of the total fintech sessions,followed by crypto at 12%.26Dating13%increase in dating app sessions YoY in H1 2022Japan mobile app trends 202227Li

53、ke their global counterparts,dating apps in Japan saw an initial boost in 2020.And the sector is expected to continue to grow in the coming years as cities and public venues reopen.Singles will have better opportunities to meet in real life,and users who put dating on pause will be looking to return

54、 to dating apps.For marketers looking to capitalize on new developments in dating,heres a look at growths in session length and trends in costs per install and registration over the past year.Sessions for dating apps grew steadily over the last two years,with H1 2021 posting a 7%YoY growth compared

55、to H1 2020 and H1 2022 enjoying a 13%uptick from H1 2021.Falling in love with mobileDating app session growth 2020-H1 2022JAN 2020JAN 2022JAN 2021FEB 2020FEB 2022FEB 2021MAR 2020MAR 2022MAR 2021APR 2020APR 2022APR 2021MAY 2020MAY 2022MAY 2021JUN 2020JUN 2022JUN 2021JUL 2020JUL 2021AUG 2020AUG 2021SE

56、P 2020SEP 2021OCT 2020OCT 2021NOV 2020NOV 2021DEC 2020DEC 2021Japan mobile app trends 202228Cost data from Liftoff can help broaden this picture.In the past year,CPI for dating apps averaged$5.46 while CPA-Registration was$9.92.CPI for dating apps rose in the winter and hit a high of$6.60 per instal

57、l in February 2022.The cost per registration dropped in the summer of 2021 to$8.74 before rising again in winter.Later,CPA-Registarion hit a new low in May of 2022 at$7.09.Dating apps CPI and CPA Registration,June 2021-May 2022 Source:Liftoff$10$5$0$15$13.86$3.86$11.23$3.82$10.98$3.81$8.74$4.47$9.72

58、$6.29$10.58$6.23$10.92$6.54$11.53$6.30$8.70$6.60$9.21$5.43$8.77$4.98$7.09$4.44CPIAug 21Sept 21Jun 21Jul 21Oct 21Nov 21Dec 21Jan 22Feb 22Mar 22Apr 22May 22CPA-RegistrationJapan mobile app trends 202229Dating apps on iOS vs AndroidiOSAndroidSource:LiftoffCPICPA-Registration$0$4$8$12$10$6$2$5.61$4.47$8

59、.47$10.20Overall,iOS users cost slightly less per install,but Android users convert more easily with an$8.47 price tag.Japan mobile app trends 202230Masatoshi Takahashi,CMO“As dating apps have grown,so has the competition.It isnt easy to stand out if we just do the same thing that other apps are doi

60、ng.Uniqueness is the key to building a competitive advantage.”Japan mobile app trends 202231Japan is rapidly becoming a major market for Connected TV(CTV)and Over-the-Top(OTT).Currently,21%of Japans population use CTV,with this number predicted to reach 23.2%by 2025.App marketers are beginning to re

61、cognize the broad reach of CTV ads,with CTV ad spend in Japan forecast to hit 58.8 billion by 2024.Success in the CTV space is only possible if marketers utilize cross-device measurement.Marketers must have the ability to track app conversions and events resulting from Connected TV ads,including mul

62、ti-touch attribution,given that users often interact with a brand on more than one device.Adjusts comprehensive CTV measurement solution,CTV AdVision,allows app marketers to analyze the assist value and assess the impact of CTV ads on other channels,in addition to measuring the performance of CTV ca

63、mpaigns.With mobile penetration in Japan high,CTV campaigns are set to become a fixture in app marketers user acquisition strategies.CTV:A new frontier for app marketersJapan mobile app trends 202232Ryuichi Ayase,Senior Product Manager“The number of viewers who enjoy video content on Connected TV is

64、 growing rapidly,and as a new marketing channel,the advertising industry is increasingly paying attention to it.In addition to the appealing power of large screens familiar to terrestrial TV commercials,CTV enables effective advertising operations through targeting and data visualization similar to

65、digital marketing,providing advertisers with unprecedented new value.We believe that the collaboration with Adjust with ABEMAs CTV will provide new opportunitiesespecially for app marketersand lead to a major industry shakeup.ABEMA will continue to cooperate with Adjust to develop initiatives that d

66、rive growth in the CTV market.”Japan mobile app trends 202233The methodologyLiftoff looked at data between June 2021 and June 2022 for two verticalscasual gaming and dating.DateJanuary 2020-June 2022DatasetA mix of Adjusts top 2,000 apps and the total dataset of all apps tracked by Adjust.Our data c

67、omes from two sources,one including a list of 45 countries and one with approximately 250 based on the ISO 3166-1 standard.All dollar amounts are represented in USDadjustcomAdjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world,with solutions for measur

68、ing and optimizing campaigns and protecting user data.Adjust powers thousands of apps with built-in intelligence and automation,backed by responsive global customer support.Adjust is a subsidiary of AppLovin(Nasdaq:APP),a leading marketing software platform providing developers with a powerful,integ

69、rated set of solutions to solve their mission-critical functions like user acquisition,monetization and measurement.Learn more about Adjust Liftoff is the leading growth acceleration platform for the mobile industry,helping advertisers,publishers and game developers scale revenue growth with solutio

70、ns to market and monetize mobile apps.With a suite of solutions including Vungle,JetFuel and GameRefinery,Liftoff supports over 6,600 mobile businesses across 74 countries,including gaming,social,finance,e-commerce,entertainment and more.Liftoff is proud to be a long-term partner to leading advertisers and app publishers since 2012.Headquartered in Redwood City,CA,Liftoff has a growing global presence with offices around the world.liftoff.ioABOUT ADJUSTABOUT LIFTOFF