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1、Mobile app trends 2023:Japan edition EBOOKApp performance benchmarks and insightsMobile app trends 2023:Japan edition2ContentsIntroduction 3 Japans mobile app market in 2023 3 Top apps in Japan 4 ATT opt-in rates:Data privacy a top priority for Japanese users 5 Methodology 10 Key findings 11Part 1:G

2、aming 12 Industry stats,trends,and predictions 13 Installs and finding users 17 Sessions and user trends 22Part 2:E-commerce 25 Industry stats,trends,and predictions 26 Installs and finding users 27 Sessions and user trends 31Part 3:Fintech 34 Industry stats,trends,and predictions 35 Installs and fi

3、nding users 36 Sessions and user trends 40Part 4:Connected TV:A growing opportunity 44 Industry stats,trends,and predictions 46 Why app marketers need to invest in CTV advertising 47 Measuring CTV performance with Adjust 48Conclusion 49Mobile app trends 2023:Japan edition3Japan is one of the biggest

4、 and most engaged mobile app markets in the world,and the number of smartphone and mobile internet is consistently increasing.As of 2022,85%of the population uses a smartphone,with this number expected to grow to 94%by 2027.In 2022,total mobile app downloads reached 24 billion,characterizing the app

5、 market in Japan as one of innovation,but huge competition.Japanese users are also known for contributing more to the app economy through in-app purchases than users from most countrieswith only China and the U.S.in front.And this trend is also set to continueapp consumer spend in Japan is predicted

6、 to surpass$17.7 billion in 2023,according to dataai.Much of this growth and the ongoing high adoption rate can be attributed to the Japanese app markets continued adaptability and evolution.In 2023,as ever,it is critical for mobile marketers to keep up with the latest trends,benchmarks,and user nee

7、ds while considering the complex economic environment.In collaboration with data.ai,we analyzed mobile app installs,sessions,and post-install engagement in Japan over the course of 2021,2022,and the first quarter of 2023.We focused our analysis on high-performing,market-defining verticals such as ga

8、ming,e-commerce,and fintech,along with some additional standouts.By tapping into these identified user patterns,app marketers can get a head start on whats in store for the Japanese market in the coming quarters and gain insight into consumer behavior and user expectations on mobile.With this knowle

9、dge,you can fine-tune your marketing strategies and stay ahead of the curve.INTRODUCTION Japans mobile app market in 2023:Navigating growth and competitionMobile app trends 2023:Japan edition4Top 10 apps by downloads in Q1 2023(Japan)Powered by data.ais App and Game IQ Taxonomy1Mynaportal APUtility&

10、Productivity2regionPAYFinance3Myna PointFinance4PayPayFinance5TVerEntertainment6TikTokEntertainment7Amazon Prime VideoEntertainment8SHEINShopping9InstagramSocial Media10新型接種証明書Health&FitnessTop 5 apps by gender likelihood of use 2022(Japan)Powered by data.ais App and Game IQ TaxonomyMale1TwitterSoci

11、al Media2AmazonShopping3Yahoo!JAPANNews&Magazines4PayPayFinance5FacebookSocial MediaFemale1LINESocial Media2InstagramSocial Media3Rakuten IchibaShopping4MercariShopping5McDonalds JapanFood&Drink The top apps for Gen Z(18-24)are Instagram,Twitter,and TikTok.Younger millennials(25-34)have a diverse ra

12、nge of app preferences,with Mercari being the most popular,followed by Amazon Prime Video and Rakuten Card.Older millenials(35-44)top apps are LINE,Amazon,and Rakuten Ichiba.The top apps for Gen X and baby boomers(45+)are Yahoo!JAPAN,PayPay,and Facebook.BONUSSource:data.ai intelligence Note:iOS&Goog

13、le PlaySource:data.ai intelligence Note:iOS&Google PlayATT opt-in rates:Data privacy a top priority for Japanese usersAs Japan has a higher-than-average share of iOS users,weve taken a look at ATT opt-in rates across verticals.Interestingly,the rates are below the global averages for almost all vert

14、icals reported in our global Mobile app trends 2023 ebook,indicating that the ever-evolving data-privacy space is top of mind for users in Japan.The highest rate is seen for social at an impressive 37%,followed by gaming at 30%,and e-commerce at 23%.By focusing on optimized,personalized user experie

15、nces and a robust opt-in strategy,marketers and developers should be able to push the percentage points above these benchmarks.However,as we move toward an even more data security conscious ecosystem,investing in next-generation mobile measurement solutions that unlock campaign optimization via aggr

16、egated data and predictive analytics is the most future-proof and strategic approach to take.5ATT opt-in rates Q1 2023(Japan)0%AllGamingE-commerceFintechFood&DrinkHealth&FitnessEntertainmentLifestyleSocialTravelUtilities5%25%35%10%15%20%30%40%Mobile app trends 2023:Japan editionMobile app trends 202

17、3:Japan edition6Japan experienced an overall slump in app installs in 2022,but the tide is quickly turning in 2023.The first quarter saw a 7%increase compared to the Q4 2022 average.Sessions,on the other hand,have been steadily climbing,with a YoY increase of 9%in 2022 and another 1%boost in Q1 2023

18、 compared to Q4 2022.In Q1 2023,the Japanese app industry bounced back with a 13%surge in consumer spending compared to the previous quarter,reaching$4.65 billion.Entertainment apps,particularly OTT and short video,including Abema TV,Disney+,and Tiktok were the primary drivers of this growth.Social

19、media apps such as WakuWaku and other categories,including comics,file management,and live sports,also saw significant increases in consumer spending.All verticals app install and session growth January 2021-March 2023(Japan)All verticals market size by consumer spend Q1 2021-Q1 2023(Japan)SessionsI

20、nstallsAn overview of the Japanese app marketJAN 21MAR 21MAY 21JUL 21SEP 21NOV 21Q1 2021$0$1$3$4$5$6BillionSource:data.ai Intelligence Note:iOS&Google PlayPowered by data.ais App and Game IQ Taxonomy JAN 22Q2 2021MAR 22Q3 2021MAY22Q4 2021JUL 22Q1 2022JAN 23Q4 2022MAR 23Q1 2023SEP 22Q2 2022NOV 22Q3 2

21、022According to data.ai,market size by downloads for all apps in Japan increased by 4%in Q1 2023,up from 612.5 million in Q4 2022 to 636.6 million in Q1.BONUSLooking at the Japanese markets app download patterns according to age demographics,we see that the most overrepresented category is fantasy s

22、ports among Gen Z usersthey are 108%more likely to use fantasy sports apps than the average population.Their next favorite app categories are video editing and discussion and forum.Meanwhile,younger millennials are all about dating apps,with a 44%higher likelihood of using them.And older millennials

23、 are 25%more likely to use grocery delivery apps.Its clear that each generation has its own unique app preferences and habits.Average age group index by vertical 2022(Japan)Index100 Skews Towards Demographic Group.Powered by data.ais App and Game IQ Taxonomy Fantasy sports Video editing Discussion&f

24、orum Photo editing Short videos Dating Flight booking Resell OTT Integrated travel serviceShoppingSports TV TelehealthGrocery delivery Sports betting 18-24Age group20015010050025-3435-4445+Fitness tracker Quick service restaurantDigital wallets&paymentStress reduction&meditation Budget&expense track

25、erSource:data.ai IntelligenceNote:2022,Android Phone.Average of Demographic Index:measure of demographic cohort compared to the overall population)among top 20 apps by average MAU per Genre.7Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition8“The Japanese mobile app market is d

26、ynamic and far reaching.With one of the highest adoption rates in the world and continually increasing spend across verticals,the opportunity for mobile marketers and developers is enormous.With this,however,comes fierce competition.Amid a complex economic climate and continually changing user needs

27、 and expectations,its essential to be ruthlessly data-driven and strategic.Now is the time to scale by building a diversified channel mix and leveraging tools that enable insight into aggregated data.”Naoki SassaGeneral Manager,JapanMobile app trends 2023:Japan edition9“The Japanese mobile app econo

28、my has shown remarkable resilience and is making a strong recovery from the challenges of the past year,with impressive growth in consumer spending in 2023.As the industry continues to grow and user behavior shifts,building strong partnerships,leveraging innovative technologies,and staying ahead of

29、industry trends are key factors for unlocking tremendous growth opportunities.With the right approach,mobile marketers can take their campaigns to the next level and capitalize on this exciting markets enormous potential.”Toby ToriiTerritory Director,JapanMobile app trends 2023:Japan edition10VERTIC

30、ALS:E-commerce,gaming,fintech+connectedTVREGIONS:Global,US,JapanDATASET:A mix of Adjusts top 2,500+apps and the total dataset of all apps tracked by Adjust Our data comes from two sources,one including a list of 45 countries and one with approximately 250 based on the ISO 3166-1 standardDATE RANGE:J

31、anuary 2021-March 2023RATIOS AND SHARES:Paid/organic share is expressed as a ratio,where a value of 3(3:1)would mean that for every 100 organic installs,there are 300 paid installs All dollar amounts are represented in USD.VERTICALS:E-commerce,gaming,fintech,social,travel,health&fitness,food&drink,e

32、ntertainment,photo&video editing,OTTREGIONS:JapanDATASET:To produce download and revenue estimates,dataai analyzes app store ranks,ratings,reviews,and other data across all countries and categories and combines this with aggregated app store data from over 1 million apps From this data we are able t

33、o generate highly accurate download and revenue estimates Please note that individual app store data is never presented directly;only estimates are presented The analysis is based on dataais proprietary App IQ and Game IQ taxonomy the worlds most comprehensive digital taxonomy for mobile apps with o

34、ver 250,000 apps classified across 316 subgenresDATE RANGE:January 2021-March 2023All dollar amounts are represented in USD.MethodologyMobile app trends 2023:Japan edition1154.65BNBN247222211In Q1 2023,Japanese app users spent$4.65 billion across all verticals,a 13%increase on the previous quarterFi

35、ntech app sessions increased by 14%YoY in 2022,and another 17%in Q1 2023 compared to Q4 2022From Q4 2022 to Q1 2023,consumer spending on gaming apps grew by 13%,rising from$3 billion to$3.14 billionMobile gaming in Japan is making a slow but steady comeback in 2023 with a 12%and 6%increase in instal

36、ls and sessions from Q4 2022 to Q1 2023Crypto apps have the highest Day 1 retention rate of all finance/fintech verticals-28%Although there was a dip in installs,e-commerce apps showed resilience with a 5%YoY increase in sessions in 2022Puzzle games are extremely popular in Japan,accounting for 19%o

37、f all gaming sessionsDeal discovery app sessions grew by 24%YoY in 2022 and another 11%in Q1 2023 compared to Q4 2022Key findings12141928%3.14BNBNMobile app trends 2023:Japan edition12PART 1 Gaming12Top 10 gaming apps by downloads in Q1 2023(Japan)Powered by data.ais App and Game IQ Taxonomy1 Projec

38、t:World ChampionSports6!TOUCH THE DREAMSimulation2Survivor!.ioRPG7Engage KillRPG3下町-心染人情物語Simulation8ONE PIECE Bounty RushAction4RPG9Disney Tsum TsumMatch5LINE：Simulation10Gardenscapes-New AcresMatch For Gen Z,the top games are Monster Strike,Project Sekai Colorful Stage!feat.Hatsune Miku,and Puzzle

39、&Dragons.The top games likely to be played by men are Pokmon GO,Monster Strike,and Puzzle&Dragons.The top games likely to be played by women are Disney Tsum Tsum,Project Sekai Colorful Stage!feat.Hatsune Miku,and Toon Blast.BONUSSource:data.ai intelligence Note:iOS&Google PlayMobile app trends 2023:

40、Japan editionMobile app trends 2023:Japan edition13Mobile games consumer spend in Japan is expected to surpass$12.6 billion annually by the end of 2023 according to data.ai.12.6A survey conducted in July 2022 showed that 65%of Japanese smartphone users played games on a daily basis and 92%users play

41、ed at least once per week.6570Over 17 million Japanese mobile gamers play with real-life friends,7.97 million gamers who play alone or with small circle of friends,and 9.52 million players view games as an integral part of life.1.7In terms of monthly spending,Japanese gamers rank first globally on i

42、OS,spending$10.30 per device and second on Android spending$9.80 on per device in 2022.10.30Japan has over 70 million mobile gamers,making it one of the largest mobile gaming markets in the world.BNBN$MM%Industry stats,trends,and predictionsMobile app trends 2023:Japan editionMMMobile app trends 202

43、3:Japan edition14The age group demographic breakdown of gaming app use in Japan reveals that Gen Z are 233%more likely to engage in party royale games when compared to the average population.On the other hand,younger millennials are 52%more likely to play MOBA games and older millennials prefer puzz

44、le games.Members of Gen X and baby boomers are 42%more likely to enjoy playing card games like solitaire.Gaming average age group index by vertical 2022(Japan)Index100 Skews Towards Demographic Group.Powered by data.ais App and Game IQ Taxonomy Party royale(Casual)Mafia/betrayal(Casual)MOBA(Action)B

45、attle royale(Action)Music(Hypercasual)Runner(Action).io(Hyper casual)Summon-battle(Strategy)Arcade racing(Racing)Word(Puzzle)Team deathmatch(Action)Pet(Simulation)Build-battle(Strategy)Matching(Puzzle)Solitaire(Card)350250300200150100500Slots(Casino)Location RPG(RPG)Simulation sports(Sports)Creative

46、 sandbox(Simulation)Team battle(RPG)Source:data.ai IntelligenceNote:2022,Android Phone.Average of Demographic Index:measure of demographic cohort compared to the overall population)among top 20 apps by average MAU per Genre.18-24Age group25-3435-4445+Mobile app trends 2023:Japan edition15Looking at

47、the breakdown by gender,many gaming app categories show significant differences.Simulation sports games,for example,have a strong male user base,with men 47%more likely to play them.Matching puzzle games,however,attract more women,who are 42%more likely to play them.It is important to note that the

48、analysis is limited to males and females only and is not representative of all gender identities.Gaming average gender index by vertical 2022(Japan)Index100 Skews Towards Demographic Group.Powered by data.ais App and Game IQ Taxonomy Simulation sports(Sports)Team battle(RPG)Build-battle(Strategy)Sum

49、mon-battle(Strategy)MOBA(Action)Team deathmatch(Action)Party royale(Casual)Slots(Casino)Battle royale(Action)Creative sandbox(Simulation)Location RPG(RPG).io(Hyper casual)Music(Hyper casual)Pet(Simulation)Matching(Puzzle)Male160140100120806040200FemaleSolitaire(Casino)Word(Puzzle)Runner(Action)Arcad

50、e racing(Racing)Mafia/betrayal(Casual)Source:data.ai IntelligenceNote:2022,Android Phone.Average of Demographic Index:measure of demographic cohort compared to the overall population)among top 20 apps by average MAU per Genre.15Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition

51、16“The mobile gaming industry in Japan is experiencing a surge in adoption and monetization in 2023,fueled by the pandemic-driven demand and the availability of diverse payment options.With mobile games now offering console-like graphics and gameplay experiences,the market presents a promising oppor

52、tunity for game developers and marketers to invest in.”Toby ToriiTerritory Director,JapanGaming consumer spend growth Q4 2022-Q1 2023(Japan)Powered by data.ais App and Game IQ TaxonomyVerticalConsumer spend growth percentage Q1 2023 vs Q4 2022Total consumer spend in Q1 2023All13%$341 billionHyper ca

53、sual56%$00025 billion(25 million)RPG7%$179 billionSimulation30%$052 billionStrategy4%$0349 billionSource:data.ai intelligence Note:iOS&Google PlayThe growth in consumer spending on gaming apps from Q4 2022 to Q1 2023 can be largely attributed to the rising popularity of RPG games,particularly team b

54、attle games such as Tencents GODDESS OF VICTORY:NIKKE and Dragon Ball Z Dokkan Battle.Another contributing factor is the surge in simulation games,particularly idol training sims like Uma Musume Pretty Derby,and sports simulation games like Konamis eFootball PES 2021.Mobile app trends 2023:Japan edi

55、tion171%Installs and finding users Downloads of simulation games grew by 20%from Q4 2022 to Q1 2023,according to the latest figures from data.ai.Gaming app installs by vertical 2022-Q1 2023(Japan)Japans gaming market is one of the largest and most lucrative in the world,generating$191 billion in rev

56、enue in 2022 and attracting 77.1 million players.There was a dip in mobile gaming installs in 2022,which were down 22%YoY.Nevertheless,January 2023 bounced back,with installs 30%higher than the 2022 averageand Q1 2023 up 12%compared to Q4 2022.RPG is Japans most popular genre across mobile,console a

57、nd PC.It should come as no surprise that RPGs accounted for 13%of all gaming app installs.Hyper casual,adventure,and puzzle games all tied for second place,each accounting for 12%,followed by action games at 10%.Simulation and sports games are next with 6%each.Gaming install growth January 2021-Marc

58、h 2023(Japan)ActionCardHyper casualAdventureCasinoMusicRPGStrategyArcadeCasualPuzzleSimulationTriviaBoardFamilyRacingSportsWord1%4%12%4%1%1%1%1%4%6%12%13%12%5%6%10%6%BONUSJAN 21MAR 21NOV 21NOV 22MAY 21JUL 21SEP 21SEP 22JUL 22MAY 22MAR 22JAN 22JAN 23MAR 23Gaming app install growth percentages by vert

59、ical Q1 2023 vs.Q4 2022(Japan)After a sluggish 2022,gaming app install growth is finally picking up steam in 2023.While installs globally increased by 9%from Q4 2022 to Q1 2023,the U.S.only saw a 4%uptick.The real standout so far this year is Japan,which experienced a 12%boost in installs during the

60、 same period.Many gaming sub verticals in Japan also saw considerable install growth from Q4 2022 to Q1 2023.Adventure games took the crown with an impressive 46%surge,followed by action games with a 23%increase,sports games with 13%,and puzzle and simulation games tying with 10%growth.Gaming app in

61、stall growth percentages Q1 2023 vs.Q4 2022GlobalJapanU.S.PuzzleAdventureActionSimulationSports23%9%46%12%10%4%10%13%18Mobile app trends 2023:Japan edition19Gaming app paid/organic ratio Q4 2022-Q1 2023(Japan)Japanese consumers have a distinct affinity for Apple iPhones,as evidenced by the fact that

62、 61%of the gaming apps tracked by Adjust in Japan are iOS-based.Its also interesting to note how platform preference plays out in the adventure and puzzle game subverticals.While iOS dominates in adventure games(90%),for example,Android is the favorite for puzzle games(60%).In Q1 2023,the paid vs.or

63、ganic ratio for gaming apps overall decreased slightly compared to Q4 2022,dropping from 0.73 to 0.7.This can largely be attributed to the hike in paid user acquisition costs.The hyper casual subvertical,known for its heavy reliance on paid user acquisition campaigns,dropped from 2.6 to 2.45.However

64、,some subverticals,including simulation,bucked the trend and increased paid share,climbing from 0.57 to 0.89.Gaming installs by platform 2022-Q1 2023(Japan)00%40%30%20%10%0.550%160%1.570%280%2.590%3100%Number of paid installs for every organic install Q1 2023AndroidQ4 2022iOSAllAllActionRPGPuzzleHyp

65、er casualActionAdventureAdventureHyper casualSimulationPuzzleRPGSportsSportsSimulation39%61%49%51%10%90%43%57%60%40%40%60%35%65%33%67%In Q4 2022 and Q1 2023,gaming apps kept a steady number of partnersdespite the drop in share of paid installsworking with a median of four.Action and adventure games

66、remained consistent with a median of five partners,while hyper casual maintained its characteristic lead at six partners.Only simulation games saw an increase in partner count,climbing from 3.5 to four,which is reflected in its share of paid installs.Gaming partners per app Q4 2022-Q1 2023 (Japan)20

67、All07654321ActionAdventureHyper casualPuzzleRPGSimulationSportsQ4 2022Q1 2023Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition21Gaming D1 app retention rates by vertical Q1 2023(Japan)Gaming app retention rates were stable in Q4 2022 and Q1 2023.On Day 1,the median retention r

68、ate was 27%,which dropped to 18%by Day 3,12%by Day 7,and 5%by Day 30.Q1 2023 had a slightly higher Day 14 rate,at 9%compared to 8%.Hyper casuals median improved by one percentage point throughout the 30 day period,with Day 1,for example,up from 22%to 23%.In Q1 2023,RPGs topped the charts with the hi

69、ghest Day 1 retention ratean impressive 32%.Hot on their heels were simulation games,coming in at 30%,followed closely by puzzle at 28%and sports at 27%.Despite an improvement on Q4,perhaps due to the rise of hybrid casual titles,hyper casual still retained the least users on Day 1(23%).Gaming app r

70、etention rates Q4 2022-Q1 2023(Japan)RPGPuzzleSimulationSports10%20%30%40%50%0%60%70%80%100%90%0137142830Day after installQ4 2022 Gaming allQ4 2022 Hyper casualQ1 2023 Hyper casualQ1 2023 Gaming allHyper casual27%30%32%28%23%Mobile app trends 2023:Japan edition22Sessions and user trends Gaming app s

71、essions by vertical 2022-Q1 2023(Japan)Gaming app sessions were a tad better than installs in Japan,but they also took a hit in 2022,dropping 17%YoY.Japanese gaming sessions,in line with global trends,reached their lowest point from September to December 2022.However,the outlook is more hopeful for

72、2023,with sessions in Q1 2023 increasing by 6%compared to the Q4 2022 average.Its always interesting to observe the stark contrast in the distribution of gaming installs and sessions by subcategories.Although both puzzle and hyper casual games made up 12%of installs,puzzle sessions dominated with an

73、 impressive 19%,while hyper casual only made up 1%.Notably,RPGs accounted for a significant 18%of all gaming sessions.Gaming app session growth January 2021-March 2023(Japan)ActionCardHyper casualAdventureCasinoMusicRPGStrategyCasualPuzzleSimulationBoardFamilySports4%10%3%1%1%1%3%6%5%18%19%9%13%7%JA

74、N 21MAR 21NOV 21NOV 22MAY 21JUL 21SEP 21SEP 22JUL 22MAY 22MAR 22JAN 22JAN 23MAR 2323Gaming app session growth percentages by vertical Q1 2023 vs.Q4 2022(Japan)A much awaited surge in gaming app sessions took place in Q1 2023,with a 9%increase globally compared to Q4 2022.Japan also witnessed 6%growt

75、h,while,similar to installs,the U.S.saw a 4%increase.Were optimistic about gaming growth in 2023 and will be keeping a close eye on how the numbers evolve in Japan.As with installs,mobile gaming sessions in Japan in 2023 so far are experiencing particularly strong growth in certain categories.Q1 ses

76、sions for action games climbed 17%compared to Q4 2022,adventure games by 16%,and puzzle games at 11%.Hyper casual games also saw a welcome 5%boost in sessions.Gaming app session growth percentages Q1 2023 vs.Q4 2022GlobalJapanU.S.PuzzleAdventureActionHyper casual17%9%16%5%6%4%11%Mobile app trends 20

77、23:Japan editionMobile app trends 2023:Japan edition24Gaming app session lengths by vertical 2021-Q1 2023(Japan)iOS accounted for 67%of gaming sessions from January 2022 to March 2023.The platform split is most pronounced for adventure games,where iOS represents 85%of sessions.Action games are parti

78、cularly interesting,as iOS accounted for 51%of installs,but a huge 82%of sessions,implying a much more engaged user iOS base.iOS also took the lead for hyper casuals at 69%.Just like installs,Android showed its strength with puzzle games,which accounted for 58%of sessions.In 2022,session lengths inc

79、reased from an average of 26.15 minutes to 26.37 minutes YoY.In Q1 2023,this number grew again and is now sitting at 26.59 minutes,much higher than the U.S.average of 24.71 minutes.Comparing 2022 to Q1 2023,hyper casual games saw a jump from 17.25 minutes to 20.6 minutes.Action games also grew from

80、22.97 to 26.59 minutes,and RPGwith the longest sessionsgrew from 38.1 to 40.22 minutes.Gaming app sessions by platform 2022-Q1 2023(Japan)00%40%30%20%10%1510550%2060%2570%3080%3590%4540100%Time in minutes2021Android2022Q1 2023iOSAllAllActionRPGPuzzleHyper casualActionAdventureAdventureHyper casualSi

81、mulationPuzzleRPGSportsSportsSimulation33%67%18%82%15%85%31%69%58%42%35%65%42%58%21%79%Mobile app trends 2023:Japan edition25PART 2 E-commerce25Top 10 shopping apps by downloads in Q1 2023(Japan)Powered by data.ais App and Game IQ Taxonomy1SHEINShopping6MatsumotokiyoshiShopping2d POINTDeal discovery

82、7Rakuten IchibaShopping3MercariMarketplace8MUJI passportShopping4AmazonShopping9ZOZOTOWNShopping5Seven-Eleven AppSupermarket&Convenience Store10NikeShoppingSource:data.ai intelligence Note:iOS&Google PlayMobile app trends 2023:Japan editionMobile app trends 2023:Japan editionJapan,being the fourth l

83、argest e-commerce market in the world,is projected to generate$1563 billion in e-commerce app revenue by 2023.156The Japanese e-commerce market contributed to the worldwide growth rate of 17%in 2023.17TopJapans social commerce industry is predicted to grow by 12.1%annually,with expected revenue of$1

84、529 billion by 2023.15.29In 2022,cashless purchasing in Japan surpassed 100 trillion yen for the first time,reaching 111 trillion yen($838 billion).111Domestic online retailers like Rakuten and Mercari dominate the Japanese e-commerce market,but international names such as Amazon are also gaining po

85、pularity.BNBNTBNBNT%Industry stats,trends,and predictionsMobile app trends 2023:Japan edition26Mobile app trends 2023:Japan edition27Installs and finding users Deal discovery app installs in Japan rose 19%from Q4 2022 to Q1 2023.E-commerce app installs by vertical 2022-Q1 2023(Japan)Japans e-commerc

86、e app installs declined in 2022,down 13%from 2021.However,March saw a 16%increase compared to the 2022 average.March 2023 shows strong signals again,up 6%compared to the 2022 average.Breaking down e-commerce installs by subvertical,marketplace apps are the biggest category in Japan,taking up 49%of t

87、he pie.Following close behind are shopping apps with 44%,while deal discovery apps make up the remaining 7%.E-commerce app install growth January 2021-March 2023(Japan)MarketplaceShoppingDeal discovery49%7%44%BONUSJAN 21MAR 21NOV 21NOV 22MAY 21JUL 21SEP 21SEP 22JUL 22MAY 22MAR 22JAN 22JAN 23MAR 23Mo

88、bile app trends 2023:Japan edition28E-commerce app paid/organic ratio Q4 2022-Q1 2023(Japan)The distribution of iOS and Android installs for e-commerce apps is a little closer than for gaming apps,with iOS representing 58%.For deal discovery apps,however,Android dominates at 89%.Considering the smal

89、l percentage of total installs from this vertical,we can start to see significant differences in platform user types and behaviors.E-commerce apps saw a marginal drop in share of paid installs during the first quarter of 2023,down from 0.2 to 0.19.Looking closer,we see that marketplace and deal disc

90、overy apps bucked this trend,increasing from 0.15 to 0.23 and 0.13 to 0.18,respectively.Amid an economic slowdown,marketers in these verticals appear to be doubling down on paid efforts.E-commerce app installs by platform 2022-Q1 2023(Japan)0%40%30%20%10%50%60%70%80%90%100%AndroidiOSAllDeal discover

91、yMarketplaceShopping42%58%89%11%35%65%42%58%00.050.10.150.20.250.3Number of paid installs for every organic install Q4 2022Q1 2023AllDeal discoveryMarketplaceShoppingDuring the last quarter of 2022 and the first quarter of 2023,e-commerce apps remained consistent with the number of partners they wor

92、ked with,typically collaborating with two.Deal discovery apps only worked with one partner during both periods and marketplace apps were on trend with two partners.On the other hand,shopping apps experienced a decline in the number of partners they worked with,dropping from three to two.This maps wi

93、th the paid/organic ratio explored above,as shopping was the main e-commerce subvertical to witness a decline in share of paid installs,which can likely be attributed to the decrease in number of partners worked withrepresenting a drop in overall paid campaigns.E-commerce partners per app Q4 2022-Q1

94、 2023 (Japan)All03.532.521.510.5Deal discoveryMarketplaceShoppingQ4 2022Q1 2023Mobile app trends 2023:Japan edition30E-commerce D1 app retention rates by vertical Q1 2023(Japan)E-commerce app retention rates decreased in Japan from Q4 2022 to Q1 2023.Day 1 rates dropped from a median of 24%to 22%and

95、 Day 7 rates fell from 14%to 13%.To increase user engagement in Japan,its crucial for e-commerce app marketers to provide LTV-driven,segmented user experiences and onboarding,and personalized offers and promotions.In Q1 2023,marketplace apps had the highest Day 1 retention ratean impressive 28%.Foll

96、owing behind were deal discovery and shopping apps,with retention rates of 22%and 21%,respectively.E-commerce app retention rates Q4 2022-Q1 2023(Japan)Deal discoveryMarketplaceShopping10%20%30%40%50%0%60%70%80%100%90%0137142830Day after installQ4 2022Q1 2023All21%28%22%22%Mobile app trends 2023:Jap

97、an edition31Sessions and user trendsE-commerce app sessions by vertical 2022-Q1 2023(Japan)2022 was unideal for e-commerce app installs in Japan,but sessions were more optimistic,growing by 5%YoY.December was the standout month,up an additional 5%on the 2022 average.The first quarter of 2023 continu

98、ed the upward trend,with sessions increasing 5%compared to the 2022 average.E-commerce sessions have a different distribution across subverticals than installs.Marketplace apps take the biggest slice of the cake,accounting for 63%,shopping apps come in second at 33%,and deal discovery represents jus

99、t 4%.E-commerce app session growth January 2021-March 2023(Japan)MarketplaceShoppingDeal discovery63%4%33%JAN 21MAR 21NOV 21NOV 22MAY 21JUL 21SEP 21SEP 22JUL 22MAY 22MAR 22JAN 22JAN 23MAR 23Mobile app trends 2023:Japan edition32Ecommerce app session growth percentages by vertical 2021-2022(Japan)In

100、2022,e-commerce app sessions performed well across many regions,with a 12%YoY global increase and an 8%YoY boost in the U.S.Japan also saw a substantial increase,albeit slightly lower at 5%.However,in Q1 2023,Japan is up by another 5%compared to the 2022 average.Deal discovery apps charted the highe

101、st growth in sessions,up 24%YoY in 2022 and another 11%in Q1 2023 compared to Q4 2022,demonstrating the verticals increasing relevance in Japan,despite still representing a low portion of total e-commerce sessions.A little slower but still steady,shopping apps charted 5%growth in 2022,followed by ma

102、rketplace apps at 3%and theyre up by another 4%in Q1 2023 compared to Q4 2022.E-commerce app session growth percentages YoY 2021-2022 Deal discoveryMarketplaceShoppingAll5%3%24%5%GlobalJapanU.S.12%5%8%Mobile app trends 2023:Japan edition33E-commerce app session lengths by vertical 2021-Q1 2023(Japan

103、)In Japan,iOS accounted for 69%of e-commerce app sessions from 2022-Q1 2023.For shopping apps,although the install distribution was almost equal,iOS had a greater share of sessions(72%),suggesting higher engagement among iOS users.The increasing number of deal discovery sessions,however,is driven al

104、most exclusively by Android users.Japanese users have been spending less time per session in e-commerce apps,likely due to improved and personalized user experiences,more shopping options,and a larger portion of deal discovery and marketplace usage.With this in mind,session lengths for deal discover

105、y apps have increased recently,climbing from 4.8 minutes in 2022 to 4.83 minutes in Q1 2023.E-commerce app sessions by platform 2022-Q1 2023(Japan)0%40%30%20%10%50%60%70%80%90%100%AndroidiOSAllDeal discoveryMarketplaceShopping31%69%90%10%28%72%28%72%04268101214Time in minutesAllDeal discoveryMarketp

106、laceShopping20212022Q1 2023Mobile app trends 2023:Japan edition34PART 3 Fintech34Top 10 fintech apps by downloads in Q1 2023(Japan)Powered by data.ais App and Game IQ Taxonomy1regionPAYDigital Wallets6Japan Post Bank Bankbook AppMobile Banking2Myna PointDigital Wallets7d PaymentDigital Wallets3PayPa

107、yDigital Wallets8T-PointDigital Wallets4Rakuten PayDigital Wallets9SuicaDigital Wallets5NanacoDigital Wallets10au WALLETDigital WalletsSource:data.ai intelligence Note:iOS&Google PlayMobile app trends 2023:Japan editionMobile app trends 2023:Japan edition35The value of Japans fintech market increase

108、d from approximately$1.9 billion(JPY 214.5 billion)in 2018 to over US$10 billion(JPY$1,210 billion)in 2022.10Japanese consumers favor fintech mobile wallets hosted on native apps,using them for over 88%of in-store mobile transactions.882.1Line Pay and Rakuten Pay project a 33%increase in users in Ja

109、pan by 2025 compared to 2020.33As of March 2022,the total value of cash and margin trading in Japanese crypto assets surpassed$234 billion,more than doubling the volume of crypto assets traded three years ago.The number of user accounts also soared to 5.86 million.23.4Banking apps such as Sumitomo M

110、itsui Card Companys Vpass are leading the charge in Japan,with over 21 million downloads,followed closely by MUFG Banks banking app,which has 1.99 million downloads.BNBNBNBNIndustry stats,trends,and predictions%MMMobile app trends 2023:Japan edition35Mobile app trends 2023:Japan edition36Installs an

111、d finding usersFintech app install by vertical 2022-Q1 2023(Japan)In 2022,fintech apps saw a 2%decrease in installs compared to previous year.However,things are looking up in 2023.In the first quarter alone,installs have increased by an impressive 25%compared to the 2022 average and by 14%compared t

112、o the previous quarter.Payment apps represent the majority of fintech app installs in Japan,accounting for 77%.Banking apps trail behind at 14%,while crypto captures 8%of all installs.Fintech app install growth January 2021-March 2023(Japan)CryptoPaymentStock tradingBank77%14%1%8%JAN 21MAR 21NOV 21N

113、OV 22MAY 21JUL 21SEP 21SEP 22JUL 22MAY 22MAR 22JAN 22JAN 23MAR 23Mobile app trends 2023:Japan edition37Fintech app installs by platform 2022-Q1 2023(Japan)Although accounting for only 8%of fintech app installs,crypto apps saw a massive 134%increase in Q1 2023 compared to the previous quarter.Banking

114、 app installs rose by 18%and payment apps by 6%.These trends suggest that Japanese users are looking for alternatives to brick and mortar banking and are shifting toward an innovative,digital financial landscape.The distribution of fintech installs across platforms was more or less equal,with iOS ta

115、king a slightly higher share at 51%.Payment apps are an even tie.For banking and stock trading apps,iOS takes the lead with 61%and 55%of installs,respectively.For crypto apps,Android accounts for 54%of installs.Fintech app install growth percentages by vertical Q1 2023 vs.Q4 2022(Japan)0%40%30%20%10

116、%50%60%70%80%90%100%AndroidiOSAllBankCryptoStock tradingPayment49%51%39%61%46%50%54%50%45%55%PaymentBankAllCrypto14%18%134%6%Mobile app trends 2023:Japan edition38Fintech partners per app Q4 2022-Q1 2023 (Japan)In the first quarter of 2023,fintech apps experienced a boost in share of paid installs c

117、ompared to the previous quarter,climbing from 0.1 to 0.12.Crypto apps saw the most notable surge in Q1 2023,jumping from 0.11 to 0.41.The dramatic increase in share of paid installs can largely be attributed to an increased number of paid campaigns.From Q4 2022 to Q1 2023,the number of partners fint

118、ech apps worked with overall remained steady at a median of twothe same figure seen for the banking subvertical.In line with install numbers and share of paid,crypto apps increased their number of partners from two to three.Payment and stock trading,however,decreased their partner numbers.Fintech ap

119、p paid/organic ratio Q4 2022-Q1 2023(Japan)00.050.10.150.20.250.450.30.35Number of paid installs for every organic install Q4 2022Q1 2023AllPaymentCryptoBankStock tradingAllBankCryptoPaymentStock tradingQ4 2022Q1 20233.532.521.50.510Mobile app trends 2023:Japan edition39Fintech D1 app retention rate

120、s by vertical Q1 2023(Japan)In Q1 of 2023,Japanese users displayed greater engagement with fintech apps compared to the previous quarter.Retention rates on Day 1 increased from 20%to 21%.The trend continued as Day 7 rates rose from 13%to 14%,and Day 30 from 9%to 10%,which is an extremely positive si

121、gnal for the vertical in 2023.A retention rate increase of even just one percentage point represents immense opportunity for monetization and ROI.Crypto apps had the highest Day 1 retention rate in Q1 2023 at 28%,demonstrating that the increase in paid campaigns,partners,and volume of installs is pa

122、ying off with a highly engaged user base.Banking apps followed with 21%,while payment apps had a Day 1 rate of 20%.Fintech app retention rates Q4 2022-Q1 2023(Japan)BankCryptoPayment10%20%30%40%50%0%60%70%80%100%90%0137142830Day after installQ4 2022Q1 2023All20%28%21%21%40Sessions and user trendsFin

123、tech app sessions by vertical 2022-Q1 2023(Japan)Fintech app sessions in Japan have grown steadily over the past two years and are continuing to thrive in 2023,so far.In 2022,sessions grew by 14%YoY,with Q1 2023 up by another 17%compared to Q4 2022.By March 2023,we see a spike representing a 23%incr

124、ease on the 2022 average.Payment apps took the vast majority of fintech app sessions in Japan with 77%,while banking and crypto apps made up 15%and 7%,respectively.Fintech app session growth January 2021-March 2023(Japan)JAN 21MAR 21NOV 21NOV 22MAY 21JUL 21SEP 21SEP 22JUL 22MAY 22MAR 22JAN 22JAN 23M

125、AR 23CryptoPaymentStock tradingBank77%15%1%7%Mobile app trends 2023:Japan editionFintech app session growth percentages Q1 2023 vs.Q4 2022 7%Global8%U.S.3%JapanLooking at Q4 2022 and Q1 2023,Japans fintech app session growth outpaced the global average by one percentage point,at 8%compared to 7%.The

126、 U.S.also charted 3%growth.41Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition42Banking app sessions in Japan grew by an impressive 23%YoY in 2022,and added an extra 1%in Q1 2023 compared to Q4 2022.Payment app sessions also experienced notable growth,with a 25%YoY increase in

127、 2022 and a further 7%increase in Q1 2023.Its crypto again,however,that has seen the biggest boost in 2023 so far,growing by 36%in Q1.BankCryptoPaymentAll7%36%1%8%Fintech app session growth percentages by vertical Q1 2023 vs.Q4 2022(Japan)Mobile app trends 2023:Japan edition43Fintech app session len

128、gths by vertical 2021-Q1 2023(Japan)In Japan,58%of all fintech sessions from 2022-Q1 2023 took place on iOS.For crypto apps,the distribution of sessions across platforms varies significantly from installs.Although Android accounts for most of the crypto installs,iOS accounts for the majority of sess

129、ions,at 81%.This shows that the high retention rates seen are largely skewed toward iOS users.Japanese users fintech session lengths increased from 4.32 in 2022 to 4.58 minutes in Q1 2023.Crypto made the biggest leap,up from 6.58 minutes to 9.27 minutes.This increase is significant as it almost caug

130、ht up to the average 2021 session length.Stock trading app session lengths are also climbing.Fintech app sessions by platform 2022-Q1 2023(Japan)0%40%30%20%10%50%60%70%80%90%100%AndroidiOSAllBankCryptoStock tradingPayment42%58%26%74%81%47%19%53%36%64%0426810Time in minutes20212022Q1 2023AllBankCrypt

131、oStock tradingPaymentMobile app trends 2023:Japan edition44PART 4 Connected TVA growing opportunity44Japan is in the midst of a digital video content consumption revolution,driven by a surge in adoption of Connected TV(CTV)and over-the-top(OTT)viewing.This presents a wealth of opportunities for mark

132、eters and advertisers to reach new and engaged audiences,and to drive users from CTV apps to mobile devices or back to CTV apps themselves.In May 2023,one of Adjusts top Japanese CTV clients generated 82 million CTV impressions that linked to conversions and mobile app installsBroadcasters like TBS

133、and Fuji TV are leaders in the space,offering their own subscription video-on-demand(SVOD)services such as TBS Paravi and Fuji TVs FOD,which are popular among Japanese audiences.Other home-grown OTT services and global brands,including ABEMA,U-Next,TVer,Disney+,Netflix,and Amazon Prime Video,are als

134、o widely used.Most of the advertising inventory is available directly via these OTT streaming services or via demand-side platforms(DSPs)with CTV inventory.Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition45“Already 70%of Japanese TV viewers own a connected TV.CTV is not a tre

135、nd,but an existing technology that will continue to expand into Japan.Early movers in Japanese CTV advertising will stand to benefit greatly.Compared to linear TV,advertisers can target and measure audiences with greater specificity on CTV.”Gijsbert PolsPhD,Director of Connected TV and New ChannelsT

136、op apps by vertical on Apple TV by average daily download rankings in Q1 2023(Japan)TV（版）EducationDisney+EntertainmentSteam LinkGameszwift:Ride and RunHealth and fitnessYouTube KidsKidsTinder-Dating.Meet FriendsLifestyleNHK WORLD-JAPANNewsdazn:Stream Live SportsSportsTop 10 apps overall on Apple TV

137、by average daily download rankings in Q1 2023(Japan)1Disney+Entertainment2Amazon Prime VideoEntertainment3NetflixEntertainment4YouTubeEntertainment5U-NEXTEntertainment6ABEMAEntertainment7HuluEntertainment8WOWOWEntertainment9FODEntertainment10ParaviEntertainmentSource:data.ai intelligence Note:Apple

138、TV StoreSource:data.ai intelligence Note:Apple TV StoreMobile app trends 2023:Japan editionThe CTV ad market in Japan is forecast to hit 1695 billion yen by 2025.169.5Over 60%of Japanese people prefer to watch YouTube on their television rather than on a mobile device or desktop computer.6030OTT and

139、 CTV investment in APAC is projected to increase by 67%between 2020 and 2026.67Internet-connected TVs are expected to be owned by 30 million Japanese households by the end of 2023.BNBNMMIndustry stats,trends,and predictions%Mobile app trends 2023:Japan edition46Mobile app trends 2023:Japan edition47

140、 Better ad quality:CTV advertising makes the ad experience more visually and acoustically appealing,with sound and video turned on by default to better engage users with all the sights and sounds they can expect in the app.More captivated audience:Research shows that viewers have a higher tolerance

141、for ads when watching TV series,sports,and news on CTV devices,compared to when they watch short-form videos,listen to podcasts,or play games on their mobile devices.Precise targeting:An effective CTV campaign requires precise targeting through understanding the audiences interests,demographics,and

142、streaming habits.Collecting valuable consumer data helps tailor messaging to create a compelling ad experience that resonates with the audience.This increases the likelihood of conversion.Measurement and optimization:CTV advertising success relies on accurate measurement and optimization.Metrics suc

143、h as impressions,click through rate,and engagement rate can assess campaign performance and be leveraged to optimize in real-time.CTVs interactive nature allows for audience segmentation and retargeting,making it ideal for programmatic ads.Impact other channels:CTV advertising can propel users to do

144、wn-funnel channels like search and social,increasing exposure and improving lifetime value.It also results in better informed viewers who are more excited about your app,fostering greater loyalty and connection with your brand.Connected TV advertising offers a unique opportunity for mobile app adver

145、tisers By combining the best features of traditional television and digital worlds,CTV provides advertisers with the ability to measure and target their audience while also capturing viewers attention for longer periods of time In this unique environment,advertisers can engage with viewers on a larg

146、er screen and in a more relaxed atmosphere,one in which users are proven to be more receptive to advertisingWhy app marketers need to invest in CTV advertising47Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition48Adjust has teamed up with Japanese entertainment company and OTT

147、streaming service ABEMA to provide advertisers with a comprehensive solution to strengthen their advertising strategies in Japans growing CTV and OTT space.This marks a milestone in Adjusts efforts to provide the most expansive CTV measurement solution on the market.Currently,one third of Adjusts CT

148、V campaigns run via ABEMA.Adjusts CTV app measurement solution also supports all major CTV platforms,including AppleTV,Android TV,Amazon Fire,and Roku,allowing marketers to track ad campaigns and analyze user behavior to optimize ads for better ROI,retention,and re-engagement.To thrive in the Japane

149、se marketa very mobile heavy spaceadvertisers must accurately measure cross-device metrics.This enables the monitoring of app conversions and events triggered by CTV ads and unlocks insight on how CTV assists or provides uplift to other channels.Adjust has the most robust CTV measurement solution on

150、 the market,the award winning CTV AdVision.Currently,four of our top ten clients by CTV campaign volume are Japanese.Exciting times are ahead for the CTV industry in Japan,and advertisers who stay on top of user trends while implementing a strong measurement strategy will reap the rewards.Measuring

151、CTV performance with Adjust48Mobile app trends 2023:Japan editionMobile app trends 2023:Japan edition49The Japanese app market is on an impressive trajectory in 2023 so far,with downloads,user engagement,and consumer spending all soaring in the first quarter.Japanese mobile gamers,for example,are hi

152、ghly captivated and spending longer periods of time in-app.While Japanese players are yet to surpass global median retention rates,they are spending more money,particularly on hyper casual games.To maximize monetization opportunities and foster player loyalty,app developers and marketers must keep c

153、ultural relevance in mind,incentivize engagement,employ multi-channel messaging,and diversify their channel mix via avenues such as connected TV.Japanese consumers are also increasingly using fintech apps,presenting a golden opportunity for app developers and marketers to attract high LTV users.In p

154、articular,crypto apps have experienced phenomenal growth this year,with longer session lengths and higher retention rates.To take advantage of this trend,its essential to identify the most effective,ROI-driving campaigns,as well as the segments that perform best.Amidst an economic downturn,Japanese

155、shoppers are searching for the best deals,leading to an increase in session numbers on e-commerce apps,specifically deal discovery.However,they are spending less time on each session.To improve these engagement metricsacross all app verticalsapp developers and marketers must leverage tools that enab

156、le strategic utilization of privacy-compliant,aggregated data at scale.This unlocks the potential of advanced segmentation and the creation of personalized user experiences,meaning that from acquisition through to retention,no opportunities are missed.To excel in the dynamic and fiercely competitive

157、 Japanese app market in 2023,mobile marketers must be agile,innovative,and equipped with the right strategies and tools to measure,analyze,and scale.CONCLUSION App usage takes a leap forward in Japan:2023 and beyondAdjust is trusted by marketers around the world to measure and grow their apps across

158、 platforms,from mobile to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics suite provides visibility,insights and essential tools

159、 that drive better results.Adjust is owned by AppLovin(NASDAQ:APP),and is headquartered in Berlin,Germany.ABOUT ADJUSTadjustcomadjustcomLearn more about Adjust at:wwwadjustcomLearn more about dataai atwwwdataaidata.ais vision is to illuminate the digital landscape by unlocking consumer and market insights to accelerate competitive advantages across mobile and all digital channels globally,powered by AI.We passionately serve enterprise clients to create winning digital experiences for their customers.ABOUT DATAAI dataaidataai