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1、Mobile app trends 2024:Japan edition EBOOKApp performance benchmarks and insights2Mobile app trends 2024:Japan edition ContentsIntroduction:.3Exploring the growth and adaptability of Japans app market.3ATT opt-in rates:A slow and steady climb in Japan.6An overview of the Japanese app market.7Methodo

2、logy.8Key findings.9 Part 1:Gaming.12 Install and session trends.15 Finding and keeping users.18 PC and console:Game on for new growth.23Part 2:Finance.25Install and session trends.28Finding and keeping users.32Part 3:E-commerce.36Install and session trends.39Finding and keeping users.43Part 4:Conne

3、cted TV.47A booming growth channel.47Whats next for CTV Advertising.50Adjusts solution for CTV measurement.50 Conclusion.52Into the next generation of app marketing in Japan.52030201043Mobile app trends 2024:Japan edition As one of the biggest mobile app markets in the world,Japan continues to innov

4、ate 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 Ja

5、pan third globally,behind only China and the U.S.The sustained success of the market can be attributed to its exceptional adaptability.Japans 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.P

6、lus,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,its essential to find the right channel and m

7、edia 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 decisi

8、ons 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

9、and highly granular approach to marketing efforts.INTRODUCTION Exploring the growth and adaptability of Japans app market4Mobile app trends 2024:Japan edition In collaboration with Sensor Tower,weve conducted a detailed analysis of mobile app installs,sessions,and pre-and post-install engagement met

10、rics across 2022,2023,and the first quarter of 2024.Weve focused on key verticals,including gaming,finance,and e-commerce,along with CTV,PC,and console.This report also outlines expert insight into the data needed to build an effective strategy in Japan,maximize engagement,and scale ROI in 2024 and

11、beyond.To thrive in this dynamic but ultra-competitive market,its 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.5Mobile app trends 2024:Japan edition TikTok EntertainmentMatsuKi

12、yo Cocokara 公式ShoppingTemu:億萬長者気分買物ShoppingThreads,an Instagram appSocialFat Goose Gym ！GamesTVer()民放公式配信EntertainmentRakuten Pay 楽天-楽天利用決済FinanceLegend of Mushroom 伝説：勇者魔法GamesPayPay-FinanceMy Number Portal UtilityTop 10 apps by downloads in Q1 2024(Japan)12345678910Source:piccoma PublicationsMonst

13、er Strike GamesUma musume Pretty Derby 娘 GamesLINE CommunicationFate/Grand OrderGamesProfessional Baseball Spirits A 野球GamesDragon Ball Z Dokkan Battle Z GamesPuzzle&Dragons GamesDragon Quest Walk 歩楽増位置情報GamesHoukai:Star Rail 崩壊：GamesTop 10 apps by consumer spend in Q1 2024(Japan)6Mobile app trends

14、2024:Japan edition ATT opt-in rates:A slow and steady climb in JapanIn Japan,where the majority of users are on iOS devices,closely observing App Tracking Transparency(ATT)opt-in rate trends across verticals is essential.Japans overall opt-in rate increased from 23%to 24 YoYa gradual but pivotal cli

15、mb.Mobile gaming recorded the highest opt-in rate in Q1 2024 at 30%,an identical figure YoY.Increases were also seen for food and drink,which saw a huge jump from 16%to 24%,and entertainment,which climbed from 20%to 23%.Health and fitness,lifestyle,and utilities all increased by one percentage point

16、.On the other side of the coin,e-commerce declined from 23%to 21%,while travel,finance,and publications maintained the same rates.To drive these numbers up,marketers need to craft opt-in strategies that are captivating,detail-oriented and built seamlessly into the user experience and onboarding flow

17、.While next-gen and AI-driven measurement solutions are essential,consented,first-party data is the most robust way to build the foundation of your iOS strategy.ATT opt-in rates Q1 2024 vs.Q1 2023(Japan)0%Q1 2023Q1 2024AllGamingE-commerceFinanceFood&DrinkHealth&FitnessEntertainmentPublicationsLifest

18、yleTravel Utilities5%25%10%15%20%30%35%7Mobile app trends 2024:Japan edition An overview of the Japanese app marketApp installs and sessions January 2022-March 2024(Japan)App installs in Japan experienced a decline in 2023,decreasing by 1%YoY.However,by early 2024,installs showed a slight upward tre

19、nd,with Q1 installs 3%higher than Q4 2023.App sessions follow a relatively stable pattern in 2023,with 1%YoY growth,reflecting consistent user engagement.In Q1 2024,sessions were another 2%higher than in the previous quarter,indicating further improvement in engagement and retention.App consumer spe

20、nd January 2022-March 2024(Japan)When accounting for the volatile fluctuations in the JPY currency market,Japans overall consumer spending remained relatively flat over the last year through Q1 2024.Comparing Q1 2024 to Q4 2023,however,there is a 3.5%increase in average consumer spending,hinting at

21、potential signs of further growth.Regardless of the external market conditions,Japans app economy has demonstrated healthy and stable consumer mannerisms.SessionsInstallsJAN 22MAR 22MAY 22JUL 22SEP 22NOV 22JAN 23MAR 23MAY 23JUL 23JAN 24MAR 24SEP 23NOV 23050B100B150B200B250BJPYJAN 23FEB 23MAR 23APR 2

22、3MAY 23JUN 23JUL 23AUG 23SEP 23OCT 23JAN 24FEB 24NOV 23DEC 23Source:MAR 248Mobile app trends 2024:Japan edition MethodologyVERTICALS:E-commerce,gaming,and finance+connected TV,PC,and console.REGIONS:Global,U.S.,JapanDATASET:A mix of Adjusts top 3,000+apps and the total dataset of all apps tracked by

23、 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 standard.DATE RANGE:January 2022-March 2024RATIOS AND SHARES:Ratios and shares:Paid/organic share is expressed as a ratio,where a value of 3(3:1)would mean that for eve

24、ry 100 organic installs,there are 300 paid installs.8VERTICALS:Gaming,e-commerce,finance,entertainment,social networking,photo&video,travel,business,health&fitness,food&drink,books.REGIONS:JapanDATE RANGE:January 2022-March 2024DATASET:Sensor Tower cultivates rich market insights into the trends sha

25、ping businesses in the global digital economy.The analysis is based on data from Sensor Tower Store Intelligence and Game Intelligence.Sensor Tower Store Intelligence provides download and revenue estimates across 95 countries,12 regions,and 25 categories to generate deep insights into the global mo

26、bile market with proprietary data models of the Apple Store and Google Play data.Sensor Tower Game Intelligence drills down into hit mobile gaming strategies through advanced gaming taxonomy,offering in-depth analysis of sub-genres,themes,art style,monetization,meta-features,and more.TOP APPS RANKIN

27、G:Updated as of May 8,2024.Rankings are derived from combined data from the Google Play Store and Apple App Store.App categories are based on the classifications provided by the Google Play Store and Apple App Store.9Mobile app trends 2024:Japan edition Key findingsGaming app installs in Japan incre

28、ased by 18%in Q1 2024 compared to Q4 2023.Arcade games grew by 38%across both installs and sessions in Q1 2024,compared to the 2023 average.The average session length for mobile gaming rose from 26.37 minutes in 2022 to 27.37 minutes in Q1 2024.Finance app sessions are up by 22%YoY in 2023 and saw a

29、n additional 11%increase in Q1 2024.Consumer spending on finance apps grew by 39%YoY in 2023 and jumped 53%in Q1 2024.E-commerce app sessions increased by 4%from 2022 to 2023,with an additional 2%growth in Q1 2024.Japans e-commerce app LTV reached$2.96 on day 0 and$9.67 by month 0,surpassing global

30、and U.S.medians.In Q1 2024,e-commerce app retention rates rose to 13%on day 7,12%on day 14,and 9%on day 30.18%27.37MINS4%$2.96DAY 0Naoki SassaGeneral Manager,Japan10Mobile app trends 2024:Japan edition“The Japanese app market exemplifies the future of mobile engagement,blending traditional strengths

31、 with cutting-edge technologies.The key to success lies in adopting a holistic approach that integrates attribution,AI,and next-gen analytics.By understanding the nuanced behaviors of users and leveraging measurement tools that offer deep insights,marketers and agencies can craft hyper-personalized

32、experiences that resonate.This is not merely about keeping up with trends,but setting the pace in a highly dynamic ecosystem.”11Mobile app trends 2024:Japan edition“The Japanese app industry consistently leads in innovation and user engagement,offering exceptional growth opportunities.As app usage a

33、nd consumer spending reach new heights,marketers who utilize the latest analytics and data insights can strategically seize these opportunities.By continuously adapting to emerging market trends and implementing data-driven strategies,they can unlock the full potential of this vibrant market,ensure

34、sustained growth,and remain competitive.”Nan LuSenior Director of APAC Marketing12Mobile app trends 2024:Japan edition PART 1 GamingMobile games rebound in 2024.Explore the game-changing trends and the top-performing apps shaping the market.13Mobile app trends 2024:Japan edition Fat Goose Gym ！Casua

35、lLegend of Mushroom 伝説：勇者魔法RPGLocked Rings CasualLast War:Survival Game ：StrategyRoyal Match PuzzleBlock Blast!PuzzleWood Nuts&Bolts Puzzle 木製PuzzleDaily Merge:Match Puzzle Game -合成Strategy,PuzzleLINE:Disney Tsum Tsum LINE：Action,PuzzleBlue Rock Blaze Battle Blaze BattleSportsTop 10 gaming apps by d

36、ownloads in Q1 2024(Japan)12345678910Source:Monster Strike RPGUma Musume Pretty Derby 娘 Adventure,SimulationFate/Grand OrderRPGProfessional Baseball Spirits A 野球Sports,ActionDragon Ball Z Dokkan Battle Z ActionPuzzle&Dragons RPGDragon Quest Walk 歩楽増位置情報RPGHoukai:Star Rail 崩壊：AdventureGenshin Impact

37、原神AdventureeFootball 2024SportsTop 10 gaming apps by consumer spend in Q1 2024(Japan)14Mobile app trends 2024:Japan edition Gaming gender percentage by vertical Q1 2024(Japan)Overall,the gaming app user base is predominantly male,with 63.6%male and 36.4%female players.However,this distribution varie

38、s significantly across different game genres.Sports games are the most male-dominated genre,with an overwhelming 91.8%of the player base being male.Arcade games are the most female-dominated genre,with 58.9%female players.The 25-34 age group is the biggest for gaming apps,accounting for 35.5%of all

39、players.This group shows the highest engagement across most genres.Sports games are favored by younger audiences(18-24),who make up 30.3%of the player base.Simulation games attract a more mature audience,with 35.7%of players aged 35-44.Puzzle games appeal to older audiences,with 24.9%of players aged

40、 45-54 and 22.3%aged 55 and above.Gaming app age group percentage Q1 2024(Japan)MaleFemale0%10%18-24AllActionArcadeCasinoGeolocationLifestylePuzzleRacingRPGShooterSimulationSportsStrategyTabletop20%30%40%50%60%70%80%90%100%25-3435-4445-5455+Source:70%90%AllActionCasinoGeolocationLifestylePuzzleRacin

41、gRPGShooterSimulationTabletopSportsStrategy50%30%10%60%80%40%20%0%100%Arcade15Mobile app trends 2024:Japan edition Install and session trends Gaming app install and session growth January 2022-March 2024(Japan)Gaming app installs in Japan declined throughout early 2022.In 2023,the trend stabilized b

42、ut remained lower.In Q1 2024,however,Adjust data shows an 18%increase compared to Q4 2023a strong start to 2024.Throughout 2022 and 2023,gaming app sessions showed less volatility than installs,with smaller peaks and troughs,indicating consistent user engagement despite fluctuating install rates.In

43、Q1 2024,there was a small but encouraging 1%increase in sessions.Gaming app install and session growth percentages Q1 2024 vs.2023In Q1 of 2024,Japan exhibited robust install and session growth,with the former up by 7%and the latter by 6%compared to the 2023 average.This dual growth signifies a heal

44、thy and expanding gaming app market in Japan,setting it apart from global and U.S.trends in terms of overall stability.Compared to Japan,the global market is having difficulty with new acquisitions but displays steady engagement from current users.The U.S.market is also experiencing challenges in at

45、tracting new users,but is successfully retaining and engaging existing ones.SessionsInstallsJAN 22MAR 22MAY 22JUL 22SEP 22NOV 22JAN 23MAR 23MAY 23JUL 23JAN 24MAR 24SEP 23NOV 23-5%0%5%10%15%InstallsSessions7%JapanGlobalU.S.6%-2%10%4%-1%16Mobile app trends 2024:Japan edition Arcade games experienced t

46、he most substantial growth overall,with both installs and sessions increasing by 38%in Q1 2024.Card games are leading in install growth with an impressive 40%,coupled with a 16%sessions boost.Simulation installs grew by 36%,and sessions by 22%.Racing games are stuck in a slower lane,with a 16%rise i

47、n installs,and a 0.3%uptick for sessions.Of all gaming installs,puzzle games accounted for the largest share(16%),followed by RPG(11%),action(11%),simulation(9%),and casual(8%).Hyper casual and adventure games each made up 8%of installs,while sports accounted for 6%.In terms of sessions,puzzle games

48、 came in first again with 23%,followed by RPG(16%),action(10%),sports(11%),and adventure(9%).Despite the high install rate,hyper casual only made up 1%of sessionsthe usual trend for the genre.Gaming app subvertical install and session growth percentages Q1 2024 vs.2023(Japan)Gaming app installs and

49、sessions by subvertical 2023-Q1 2024(Japan)0%45%40%30%25%15%5%ActionInstallsSessions35%20%10%ArcadeCardCasinoFamilyPuzzleRacingSimulationStrategyTrivia16%21%38%38.4%40%16%12%4%16%5%22%13%16%0.3%36%22%28%8%25%9%Sessions23%16%0%11%1%1%1%1%1%1%1%1%10%8%9%3%4%4%6%4%11%8%2%4%8%4%8%16%11%9%6%4%4%InstallsW

50、ordTriviaSportsStrategyActionCardPuzzleAdventureCasinoArcadeCasualBoardFamilyHyper casualMusicEducationalRacingRPGSimulation17Mobile app trends 2024:Japan edition Overall,gaming app installs are fairly balanced across platforms,with 55%on iOS and 45%on Android.Puzzle games lead in installs on Androi

51、d(61%)while iOS dominates in adventure(77%).Action games are also more popular on Android(54%).Sessions skew more heavily toward iOS,accounting for 66%of the total.Adventure has the highest session share on iOS(84%),followed by strategy(83%).Overall,session lengths rose from 26.37 minutes in 2022 to

52、 27.37 minutes in Q1 2024.Simulation increased most,jumping from 26.63 minutes to 40.56,highlighting its immersive appeal and huge monetization potential.Action also experienced notable growth,with session lengths rising from 22.97 to 25.5 minutes.Gaming app installs and sessions by platform 2023-Q1

53、 2024(Japan)Gaming app session lengths 2022-Q1 2024(Japan)AllActionAdventureBoardHyper casualPuzzleSimulationSportsStrategyRPG45%55%34%66%54%46%23%77%23%77%16%84%31%69%26%74%42%58%32%68%61%39%50%50%48%52%37%63%40%60%44%56%37%63%22%78%32%68%17%83%Installs iOSInstalls AndroidSessions AndroidSessions i

54、OS0Time in minutes5101520253035404520222023Q1 2024AllActionAdventureBoardHypercasualPuzzleSimulationSportsStrategyRPG27.3725.524.7921.4423.2138.3740.5623.3525.2925.818Mobile app trends 2024:Japan edition Paid user acquisition share is increasing across most gaming subverticals in Japan.Overall,the r

55、atio rose from 1.82 in 2023 to 2.31 in Q1 2024,with hyper casual(unsurprisingly)leading and increasing from 5.26 to 5.69.Board games also rose from 1.55 to 2.07,and simulation grew from 1.29 to 1.93.Strategy games more than doubled their rate,indicating substantial investment in paid campaigns.Actio

56、n games saw a slight decrease(0.62 to 0.54),suggesting impressive organic growth,considering the boost in installs.Finding and keeping usersGaming app paid/organic ratio 2023-Q1 2024(Japan)2023Q1 20240123456AllActionAdventureBoardHyper casualPuzzleRPGSimulationSportsStrategy2.310.540.952.075.265.691

57、.660.71.930.421.6319Mobile app trends 2024:Japan edition The number of partners per app decreased from 10.9 in 2023 to 10.8 in Q1 2024.In light of increased paid installs overall,this indicates bigger budgets distributed across less channels,meaning advertisers are likely investing in analytics that

58、 provide solid intel on where to pause and where to scale.Adventure consistently had the most partners,but decreased from 16.6 to 15.8.Both board and hyper casual experienced minor decreases,dropping from 10.1 to 9.9 and from 8.9 to 8.8,respectively.Sports and strategy both increased to 16.8 partner

59、s.Gaming partners per app 2023-Q1 2024(Japan)All2023Q1 202402468141810.8121016ActionAdventureBoardHyper casualPuzzleRPGSimulationSportsStrategy13.315.89.98.89.015.69.416.816.820Mobile app trends 2024:Japan edition In Q1 2024,RPG and simulation games had the highest day 1 retention rates,at 32%and 31

60、%respectively.BONUSGaming app retention rates 2023-Q1 2024(Japan)Gaming app ARPMAU 2023-Q1 2024(Japan)In 2023,the retention rate on day 1 was 28%,dropping to around 14%by day 7.The rates in Q1 2024 decreased slightly,with day 1 hitting 27%and day 7 reaching 13%.Hyper casual games,as always,have sign

61、ificantly lower retention rates compared to the overall average.In both 2023 and Q1 2024,the retention rate for hyper casual games on day 1 was around 25%,declining to 5%by day 30.The average revenue per monthly active user(ARPMAU)decreased from$1.04 in 2023 to$0.99 in Q1 2024.RPGs had the highest A

62、RPMAU,despite decreasing from$6.17 to$5.09 in.Similarly,adventures high ARPMAU dropped from$5.06 to$4.7.Interestingly,hyper casual games saw a slight increase in ARPMAU,up from$0.43 to$0.45.Meanwhile,puzzle games decreased from$0.86 to$0.84.07543212023Q1 202460%Day after install2023(All)10%20%30%40%

63、50%60%70%80%90%100%0308182142416262810204122261357211319171511239252729Q1 2024(All)2023(Hyper casual)Q1 2024(Hyper casual)AllActionAdventureBoardHyper casualPuzzleRPGSimulationSportsStrategy$USD4.70.640.456.175.091.881.5221Mobile app trends 2024:Japan edition 02.51.510.5Day 0Week 0203.52.521.510.5Al

64、lActionBoardHyper casual2023Q1 20243PuzzleSimulationGaming app eCPI 2023-Q1 2024(Japan)Gaming app cumulative LTV Q1 2024(Japan)The median effective cost per install(eCPI)for gaming apps in Japan increased from$1.36 in 2023 to$1.43 in Q1 2024.Action experienced the most significant rise,jumping from$

65、2.07 to$3.03.In contrast,simulation decreased from$3.11 to$2.44,indicating improved acquisition efficiency.Hyper casual continued to chart the lowest cost at acquisition level,with a minor increase from$0.75 to$0.77.In Q1 2024,the lifetime value(LTV)for gaming apps differed significantly across subv

66、erticals,reflecting the variances in profitability over time from genre to genre.RPGs lead with a median of$2.32 by month 0.Adventure games reached a cumulative LTV of$1.9 by month 0.Higher install costs usually correlate to larger returns,while lower cost verticals(like hyper casual)rely more heavi

67、ly on ad revenue and a high turnover of users.Understanding these dynamics is vital for optimal user acquisition and retention.Working to improve retention,or adding retention elements into a title for the first time,can increase monetization potential and revenue streams,as the hybrid casual genre

68、demonstrates.BONUSMonth 0AllActionAdventureBoardHyper casualPuzzleRPGSimulationSportsStrategy$USD$USD22Mobile app trends 2024:Japan edition From 2023 to Q1 2024,consumer spending on gaming apps held relatively steady(factoring for fluctuating currency markets)with a stronger,more pronounced 2.23%gro

69、wth QoQ from Q4 2023 to Q1 2024.RPGs made up a huge 48.8%of total consumer spending on gaming apps from 2023 to Q1 2024.Strategy followed,capturing 12.4%of spending.Puzzle games also held a significant 8.2%share,while sports and arcade games made up 7.3%and 5.9%,respectively.The genres that generate

70、 less consumer spend are those that monetize viaad revenue.Gaming app consumer spend January 2022-March 2024(Japan)In Q1 2024,action games experienced the most significant QoQ growth in consumer spending,rising by 21.6%.Puzzle games followed,with an increase of 13.8%.BONUSGaming app consumer spend b

71、y subvertical 2023-Q1 2024(Japan)StrategyShooterSimulationSportsActionLifestyleArcadePuzzleCasinoRacingGeolocationRPGTabletop1.6%2.7%0.2%5.2%8.2%0.3%2.6%48.8%12.4%7.3%3.3%5.9%1.6%Source:050B100B200B150BFEB 23APR 23JUN 23AUG 23OCT 23DEC 23FEB 24MAY 23MAR 23Source:JUL 23JAN 23SEP 23NOV 23JAN 24MAR 24J

72、PY23Mobile app trends 2024:Japan edition A recent survey revealed that most youth gamers in Japan prefer console gaming(72%),followed by mobile(64%)and PC(15%).01Global PC and console game revenue grew by 2.6%last year,reaching US$94.0 billion,driven primarily by downloaded/boxed PC games.03PC and c

73、onsole:Game on for new growthJapans console video game industry sales reached 377.4 billion yen in 2022,marking an increase of 5.5 billion yen from the previous year.02For gaming app marketers and developers,the PC and console space is emerging as an exciting growth channel.Mobile gaming is incredib

74、ly competitive,and in a mature market like Japan,finding and retaining new,paying users or driving higher LTV from existing users is increasingly challenging.Almost half of gamers play games on more than one platform,and at least 15%play on mobile,console,and PC.Of these gamers,57%spend money on vid

75、eo games,with in-game item purchases,content packs,currencies,and expansions as the most common sales.Taking an app cross-device enables developers to maximize access to these revenue streams,meeting gamers where they play and pay.Expanding to PC and console not only casts a wider net for new user a

76、cquisition and monetization potential but also takes advantage of differing user spending habits cross-platforma user who may be less likely to convert on mobile could be more likely to convert on PC or console.72%“The rise of multi-platform gaming offers an excellent opportunity for mobile game dev

77、elopers,both in terms of player demand and its powerful potential for user acquisition.By leveraging Adjusts integration with the Play Install Referrer API for Google Play Games on PC,for example,developers can expand their reach and ensure their games remain competitive.PC and console not only broa

78、dens the scope of user engagement but empowers developers to optimize performance in an increasingly interconnected gaming ecosystem.”zgn enSenior Product Manager(PC and console gaming)24Mobile app trends 2024:Japan edition Mobile app trends 2024:Japan edition 25PART 2 FinanceThe finance app landsca

79、pe in Japan is being transformed by the rise of banking and payment apps.Lets uncover the leading trends and user behavior.26Mobile app trends 2024:Japan edition Rakuten Pay楽天-楽天利用決済PayPay-Japan Post Bank通帳SuicaSumitomo Mitsui Card Vpass App三井住友 Vpassmajica electronic money official app majica電子公式Su

80、mitomo Mitsui Banking Corporation App三井住友銀行d Payment-Smartphone payment app,cashless payment払決済、支払Paidy(Postpaid Paydy)-Postpaid appPaidy(払)-後払iAEONTop 10 finance apps by downloads in Q1 2024(Japan)12345678910Source:Minna no Ginko 銀行GoMiningMoney Forward ME家計簿 ME-人気家計簿()SweatcoinMoney Forward for Sh

81、izuoka Bank for 靜岡銀行F-ProtectRainmaker FinanceBitcoin Mining(Crypto Miner)（）Money Forward for JA Bank for JAMoney Forward for Toho Bank for 東邦銀行Top 10 finance apps by consumer spend in Q1 2024(Japan)27Mobile app trends 2024:Japan edition The 25-34 age group dominates finance apps,accounting for 32.2

82、%of total users.This is closely followed by the 35-44 age group(30.3%),with the 45-54 representing 17.5%,and 55+accounting for 13.7%.The youngest age group,18-24,has the smallest share(6.3%).Finance app users percentage by gender Q1 2024(Japan)Finance app age group percentage Q1 2024(Japan)75.9%Male

83、24.1%FemaleSource:0%40%30%20%10%50%60%70%80%90%100%18-2425-3435-4445-5455+Source:6.3%32.2%30.3%13.7%17.5%28Mobile app trends 2024:Japan edition Install and session trends Finance app install and session growth percentages Q1 2024 vs.2023Interest in and engagement with finance apps in Japan is growin

84、g at a stable rate.App installs grew 27%from 2022 to 2023,alongside a 22%boost in sessions.The trendline has consistently moved upward since January 2022,with sessions climbing 16%in Q1 2024 YoY.Despite the consistent upward trend,Q1 installs did drop by 2%compared to the 2023 average,which stands i

85、n contrast to the global increase of 17%but is less stark than the 5%decline in the U.S.The healthy 11%growth in sessions is lower than the global(13%)and U.S.(21%)numbers,however.Finance app install and session growth January 2022-March 2024(Japan)SessionsInstallsJAN 22MAR 22MAY 22JUL 22SEP 22NOV 2

86、2JAN 23MAR 23MAY 23JUL 23JAN 24MAR 24SEP 23NOV 230%InstallsSessionsJapanGlobalU.S.-2%11%-5%21%50%30%10%-10%-20%40%20%13%17%29Mobile app trends 2024:Japan edition Finance app installs and sessions by subvertical 2023-Q1 2024(Japan)Banking apps in Japan are experiencing a surge in use,with a 20%increa

87、se in installs and a 16%boost in sessionsshowcasing a wave of new users as well as heightened ongoing engagement.Payment apps also saw 6%growth in installs and a 7%rise in sessions.Payment apps dominate the Japanese mobile finance market,accounting for 75%of installs and 76%of sessions.Banking apps

88、follow,contributing 15%of both installs and sessions.Cryptocurrency apps hold a smaller share,with 10%of installs and 8%of sessions.Stock trading apps,although having a minimal presence,make up 1%of sessions.Finance app subvertical install and session growth percentages Q1 2024 vs.2023(Japan)0%5%10%

89、15%20%InstallsSessionsBankPayment20%16%6%7%BankCryptoPaymentStock trading75%15%10%1%15%8%76%SessionsInstalls30Mobile app trends 2024:Japan edition Finance app installs are evenly distributed across platforms,with Android accounting for 49%and iOS for 51%.Session distribution is similar,with iOS taki

90、ng a higher share(56%).Payment apps have an equal distribution of installs between Android and iOS,each at 50%.However,iOS sees a higher engagement with 54%of sessions.Banking apps have a higher install rate on iOS(59%),along with substantially more sessions(73%).Installs of stock trading and crypto

91、 apps are almost equally divided between Android and iOS.However,stock trading sessions lean more towards iOS,and crypto sessions are highly skewed towards Android.Finance app installs and sessions by platform 2023-Q1 2024(Japan)Installs iOSInstalls AndroidSessions AndroidSessions iOSAllBankCryptoPa

92、ymentStock trading49%51%44%41%59%27%54%46%79%50%50%46%47%53%39%56%73%21%54%61%31Mobile app trends 2024:Japan edition Users in Japan are spending more time on finance apps than everthe average session length has climbed from 4.32 minutes in 2022 to 4.66 minutes in Q1 2024.Stock trading apps increased

93、 from 7.37 minutes to 10.81 and crypto apps have also climbed from 6.58 minutes to 7.57.Payment and bank apps may not have seen quite such substantial growth,but their moderate increases round out the overall uptick for the vertical.Finance app session lengths 2022-Q1 2024(Japan)0AllBankCryptoPaymen

94、tStock trading2846121020222023Q1 2024Time in minutes4.5410.814.663.257.5732Mobile app trends 2024:Japan edition Finding and keeping usersIn 2023,finance apps in Japan had a relatively low paid/organic share(0.18)compared to the global and U.S.averages of 0.3 and 0.55.In Q1 2024,however,Japans share

95、increased to 0.4.This indicates a substantial shift toward a higher reliance on paid user acquisition in the mobile finance marketIn Q1 2024,finance apps in Japan saw an increase in partnerships,averaging 12 partners per app,up from 11.5 in 2023.This increase is notable compared to the global averag

96、e,which decreased from 10.9 to 10.8,and the U.S.,which decreased from 12.6 to 11.3.This trend underscores the burgeoning finance app ecosystem in Japan and the expanding network of collaborations working to find and convert more users,and maps to the increase seen in the paid share of installs.Finan

97、ce app paid/organic ratio 2023-Q1 2024Finance partners per app 2023-Q1 2024(Japan)00.30.40.50.62023Q1 2024JapanGlobalU.S.0.430.20.10.40.499.511.512.012.513.02023Q1 2024JapanGlobalU.S.11.010.5121011.310.833Mobile app trends 2024:Japan edition On day 1,retention stands at 19%for both 2023 and Q1 2024.

98、Q1 2024 sees a consistent single percentage point improvement for the rest of the 30-day period,with day 7 at 13%(up from 12%),day 14 at 12%(up from 11%),and day 30 at 9%(up from 8%).While this increase may appear small,even fractional gains in retention indicate more effective campaign spend,higher

99、 quality users,and improved strategy overall.Despite a slight decline,Japan maintained a high ARPMAU for finance apps,with$16.4 in 2023 and$15.62 in Q1 2024.While the global and U.S.numbers increased,Japans figures remained comfortably higher.The figures in Japan and abroad demonstrate the consisten

100、t and growing potential for revenue streams and monetization within the vertical.Finance app retention rates 2023-Q1 2024(Japan)Finance app ARPMAU 2023-Q1 2024(Japan)GlobalJapanU.S.2023Q1 20240246810121814160%Day after install2023Q1 202410%20%30%40%50%60%70%80%90%100%03081821424162628102041222613572

101、11319171511239252729$USD$16.4$15.6234Mobile app trends 2024:Japan edition Finance app cumulative LTV Q1 2024The cumulative LTV of finance apps in Japan significantly outperformed both global and U.S.benchmarks.On day 0,Japans finance apps achieved an LTV of$3.23,almost double the global median of$1.

102、73 and significantly higher than the U.S.median of$0.38.This trend persisted into the first week,with Japans LTV rising to$5.25,compared to$3.3 globally and$1.7 in the U.S.By the end of the first month,Japans cumulative LTV skyrocketed to$14.16,surpassing the global median of$7.88 and the U.S.figure

103、 of$3.98.Day 0Week 0Month 00216468101412JapanU.S.Global$USD35Mobile app trends 2024:Japan edition Finance app consumer spending in Japan has shown significant growth over the last 15 months.In 2023,total consumer spending amounted to 4.7 billion resulting in 17.4%growth YoY and striking 53.5%growth

104、between Q4 2023 and Q1 2024.Finance app consumer spend January 2022-March 2024(Japan)0800M600M400M200MJPYSource:JAN 23MAR 23MAY 23JUL 23SEP 23NOV 23JAN 24MAR 24FEB 23APR 23JUN 23AUG 23OCT 23DEC 23FEB 2436Mobile app trends 2024:Japan edition PART 3 E-commerceE-commerce in Japan is booming.Discover ke

105、y trends,top apps,and tech that are changing the way Japan shops online.37Mobile app trends 2024:Japan edition Matsukiyokocokara official app公式Temu:Shop Like a BillionaireRakuten Market楽天市場-買物楽天貯便利通販McDonaldsYahoo!ShoppingYahoo!Amazon ShoppingAmazon d Point Club:Docomo official point club full of gr

106、eat dealsd：得情報満載公式Mercari:Buy and sell your wayYamada Digital Membership會員Top 10 e-commerce apps by downloads in Q1 2024(Japan)12345678910Source:Yahoo!AuctionsYahoo!Local bulletin board Jimoty地元 Top 10 e-commerce apps by consumer spend in Q1 2024(Japan)SHEIN-Compras OnlineMobaoku-flea market/auction

107、 app-&Seller Book-flea market sales management app売上管理-Killer Pass-Sneaker list notification app-知Xiaohongshu 小紅書 你的生活指南Sample Department Store百貨店-商品得試Vivino:Buy the Right WineVivino:美味手入SNKRS抽選(SNKRS)靴 Carousell:Snap-Sell,Chat-Buy38Mobile app trends 2024:Japan edition In Japan,the largest user grou

108、p for e-commerce apps is the 35-44 age bracket,constituting 35.5%of all users.Following this,the 25-34 age group makes up 23.2%,while the 45-54 age group accounts for 21.4%.Users aged 55+constitute 12.4%of the total,and the youngest group,18-24,comprises 7.5%of the user base.E-commerce app users per

109、centage by gender Q1 2024(Japan)E-commerce app age group percentage Q1 2024(Japan)MaleFemaleSource:0%40%30%20%10%50%60%70%80%90%100%18-2425-3435-4445-5455+Source:12.4%7.5%23.2%35.5%21.4%38%62%39Mobile app trends 2024:Japan edition Install and session trends Despite a 4%decrease in e-commerce app ins

110、talls from 2022 to 2023,Q1 2024 is up 5%compared to the 2023 average.This upward trend can also be seen in Q1 2024,which is up another 4%compared to the previous quarter.A similaralbeit betterpattern is seen for sessions,which increased by a considerable 4%between 2022 to 2023 and a further 2%in Q1

111、2024 compared to the 2023 average.E-commerce app install and session growth January 2022-March 2024(Japan)InstallsSessionsJAN 22MAR 22MAY 22JUL 22SEP 22NOV 22JAN 23MAR 23MAY 23JUL 23JAN 24MAR 24SEP 23NOV 23FEB 22APR 22JUN 22AUG 22OCT 22DEC 22FEB 23APR 23JUN 23AUG 23OCT 23DEC 23FEB 240%20%10%15%5%Ins

112、tallsSessionsGlobalJapan9%8%5%2%The global growth figures were higher than Japans,with installs and sessions increasing by 9%and 8%,respectively.While Japan is experiencing steady growth in the e-commerce app market,theres ample room for accelerated performance.Leveraging AI-driven personalization a

113、nd next-gen analytics in mobile e-commerce enables tailored user experiences from ad creation to onboarding and into the user journey.Additionally,with secure payment options and innovative features like augmented reality(AR)for product visualization,user retention and session frequencies can be dra

114、stically increased.E-commerce app install and session growth percentages Q1 2024 vs.202340Mobile app trends 2024:Japan edition 41Mobile app trends 2024:Japan edition E-commerce app subvertical install and session growth percentages Q1 2024 vs.2023(Japan)E-commerce app installs and sessions by subver

115、tical 2023-Q1 2024(Japan)In Q1 2024,deal discovery saw the highest install growth among the e-commerce subverticals,increasing by 12%compared to the 2023 average.The number of sessions also grew by 2%during this period.Shopping apps saw a 7%increase in installs and a 2%increase in sessions,while mar

116、ketplace app installs grew by 2%and sessions by 1%.Within Japan,marketplace apps make up the majority of e-commerce installs and sessions,at 46%and 62%,respectively.Shopping apps come in close on the installs side,at 45%,but make up a smaller share of sessions(33%),while deal discovery apps contribu

117、te 9%of installs and 5%of sessions.0%8%10%12%14%InstallsSessionsMarketplaceDeal discoveryShopping6%4%2%2%2%7%12%2%1%Deal discoveryMarketplaceShopping45%9%46%5%62%33%SessionsInstalls42Mobile app trends 2024:Japan edition iOS devices account for 56%of e-commerce installs and 69%of sessions.In the deal

118、 discovery subvertical,however,Android makes up a huge 82%of both installs and sessionsimplying a vastly different user base.Marketplace swings back to iOS,where 62%of installs and 73%of sessions are attributed to the platformmeanwhile,57%of shopping app installs and 72%of sessions are from iOS.In Q

119、1 2024,the average e-commerce session length was 9.65 minutes,a slight decrease from 9.74 minutes in 2023 and 10.04 minutes in 2022.The decrease in e-commerce app session lengths over the years can largely be attributed to improved app design and targeted user experiences.Shorter session lengths can

120、 actually mean higher conversion rates and more completed baskets.That being said,marketers should focus on these metrics with laser precision to determine,cohort-by-cohort,how long the ideal session length is.E-commerce app installs and sessions by platform 2023-Q1 2024(Japan)E-commerce app session

121、 lengths 2022-Q1 2024(Japan)AllDeal discoveryMarketplaceShoppingInstallsSessionsInstalls iOSInstalls AndroidSessions AndroidSessions iOS0Time in minutes246101220222023Q1 2024AllDeal discoveryMarketplaceShopping9.6584.8117.8344%56%31%69%82%18%82%18%38%62%27%73%43%57%28%72%43Mobile app trends 2024:Jap

122、an edition The paid/organic ratio in Japan increased from 0.44 in 2023 to 0.56 in Q1 2024.Globally,the numbers followed a similar trend,climbing from 0.5 to 0.66.In the U.S.we saw an increase from an already high 0.78 up to 0.82.While Japan still relies comparatively less on its paid marketing,the o

123、verall trend indicates increased campaign spending and more confidence with bigger budgets.For example,as iOS opt-in rates improve,alongside confidence in working with SKAdNetwork(SKAN),marketers are empowered to scale.Finding and keeping usersE-commerce app paid/organic ratio 2023-Q1 202400.90.70.8

124、0.62023Q1 2024GlobalJapan0.50.30.40.20.1U.S.0.660.560.8244Mobile app trends 2024:Japan edition E-commerce app marketers in Japan are expanding their number of paid channels,surpassing the global and U.S.averages.In 2023,there were 11.2 partners per app in Japan,which increased to 12.3 in Q1 2024.The

125、 global numbers increased from 10.9 to 11.2 in the same time period,while the U.S.decreased from 11.2 to 11.1 partners per app.E-commerce partners per app 2023-Q1 2024(Japan)GlobalU.S.Japan2023Q1 20240.014.08.06.04.02.010.012.011.212.311.245Mobile app trends 2024:Japan edition Retention rates for e-

126、commerce apps in Japan dropped slightly from 2023 to Q1 2024.While the day 1 rate remained at 20%for both periods,by day 7,it dipped from 11%in 2023 to 10%in Q1 2024.By day 30,the rates remained one percentage point down,at 6%vs.5%.E-commerce app performance generally benefits greatly from high LTV

127、users,and the longer a user is retained,the better the LTV should be.By improving retention via engaging retargeting and hyper-personalization,which can be unlocked with next-gen analytics,the ROI of every ad dollar will improve.Among the three regions,Japan has the highest ARPMAU in the e-commerce

128、vertical,but it did see a small decline in Q1 2024,falling from$10.95 in 2023 to$10.4 in Q1 2024.Similarly,global ARPMAU declined from$8.67 to$7.68.The U.S.followed the same trend,down from$5.35 to$5.07 E-commerce revenue is typically at its height in Q4,so these figures are to be expectedcompared t

129、o Q3 2023,Japans ARPMAU in Q4 2023 was 24%higher.E-commerce app retention rates 2023-Q1 2024(Japan)E-commerce app ARPMAU 2023-Q1 2024(Japan)012642GlobalJapan2023Q1 2024810U.S.10.410.950%Day after install2023Q1 202410%20%30%40%50%60%70%80%90%100%0308182142416262810204122261357211319171511239252729$US

130、D46Mobile app trends 2024:Japan edition On day 0,Japans LTV hit$2.96,exceeding the global median of$2.24 and surpassing the U.S.median of$1.73.This early lead increases over time,with Japan reaching$5.48 by the end of week 0,compared to$3.6 globally and$3.01 in the U.S.By month 0,Japan sits at$9.67,

131、nearly double the global median of$5.47,and more than double the U.S.benchmark of$4.81.Japanese users engagement and spending on e-commerce apps make it an exciting market.The high numbers reveal the extent of the opportunity and highlight how lucrative tapping into this high-value user base can be.

132、Consumer spending in e-commerce apps in Japan has shown a consistent upward trend over the last few years.YoY from Q1 2023 to Q1 2024 saw a 28.4%increase and beat Q4 2023 by 15%,a massive achievement considering Q4s characteristic boom period.E-commerce app cumulative LTV Q1 2024E-commerce app consu

133、mer spend January 2022-March 2024(Japan)0128642GlobalJapanDay 0Week 010U.S.Month 0Source:$USDJPY025M50M75M100M125MJAN 23FEB 23MAR 23APR 23MAY 23JUN 23JUL 23AUG 23SEP 23OCT 23JAN 24FEB 24NOV 23DEC 23MAR 2447Mobile app trends 2024:Japan edition The Japanese CTV ad market is projected to reach 170 bill

134、ion yen by 2025.0171%of surveyed TV viewers in Japan watch ad-supported streaming services for over two hours daily.03By 2024,24%of brands anticipate that CTV will account for 60-80%of their revenue,up from 7%the previous year.02PART 4 Connected TV A booming growth channelJapan is a leading connecte

135、d TV market.With 66%of advertisers having already moved budgets from social media to CTV,market knowledge of the platforms assisting impact on mobile installsor ability to uplift overall campaign performanceis expanding.Much like TVs often function as the hub of the home,CTV places itself as the cen

136、ter of a robust channel mix.Next-generation app marketers are focused on embracing an omnichannel marketing future,with CTV playing a crucial role.170BN170BN24%24%48Mobile app trends 2024:Japan edition CTV audiences are highly engaged and are proven to be more receptive to ads than on other platform

137、s.The bigger screen also allows advertisers to make more visually appealing,creative,and high-quality visuals.Unlike traditional,linear TV,CTV is a performance channel,meaning that just like with mobile,you can reach and target segments based on interest,demographics,viewing habits,and more.With a p

138、recise and granular measurement solution,its also possible to attribute interactions from CTV to CTV and between CTV and mobile apps,from direct actions to multi-touch insights into the user journey.In the context of mobile app marketing,incorporating CTV into a UA or engagement strategy has been sh

139、own to drastically increase conversions on other channels.We call this the assisting power of CTV advertising.49Mobile app trends 2024:Japan edition 12345678910Disney+EntertainmentU-NEXTEntertainmentAmazon Prime VideoEntertainmentNetflixEntertainmentYouTubeEntertainmentABEMAEntertainmentHuluEntertai

140、nmentFODEntertainmentTELASAEntertainmentWOWOWEntertainmentTop 10 apps overall on Apple TV by average daily download rankings in Q1 2024(Japan)Kodomo Challenge TV TV（版）EducationDisney+EntertainmentSteam LinkGamezwift:Ride and RunHealth and fitnessYouTube KidsKidsHouzzLifestyleNHK WORLD-JAPANNewsDAZN:

141、Stream Live SportsSportsTop apps in each vertical on Apple TV by average daily download rankings in Q1 2024(Japan)Source:Source:50Mobile app trends 2024:Japan edition Moving forward,AI is poised to revolutionize CTV advertising.Generative AI,in particular,is reshaping ad workflows and content creati

142、on.Companies like Disney and YouTube are using AI to enhance the ad creation process by automating creative reviews and enabling scalable ad production.Similarly,SparkLabs,AppLovins in-house creative team,scaled their usage of AI in creative conception and production by nearly threefold compared to

143、the previous year.In the near future,advertisers will be able to create CTV-ready ads using simple text inputs,adjusting creative elements for optimal performance across segments.Whats next for CTV AdvertisingAdjusts solution for CTV measurementAdjusts CTV solutions equip app marketers with the tool

144、s needed to transform CTV into a performance channel,drive omnichannel success,and measure campaign performance across CTV and OTT.Omnichannel success:Boost ROI with campaign measurement,integrating performance across multiple channels.Impact measurement:Measure the influence of CTV ads on mobile ap

145、p installs,user engagement,and in-app events.QR Code integration:Generate QR codes to gain insights into the direct effects of CTV campaigns,linking CTV app conversions and events with CTV ads.Granular attribution data:Access detailed CTV attribution data for a comprehensive view of your user acquis

146、ition marketing across channels and devices.Assists dashboard:Determine how CTV channels influence customer journeys and other marketing channels.“Rapid integration of CTV into Japanese households is transforming conventional viewing habits and opening new avenues for dynamic advertising strategies.

147、By harnessing advanced analytics and measurement,marketers can measure the true impact of their campaigns.The continuous evolution of Japans CTV landscape promises boundless potential for growth and creativity,making it a vital focus for any growth marketer.”51Mobile app trends 2024:Japan edition Gi

148、jsbert Pols,PhDDirector of Connected TV and New Channels52Mobile app trends 2024:Japan edition Mobile app growth was relatively steady in Japan in 2023,with a slight dip in downloads and consumer spending,alongside elevated user engagement.In the first quarter of 2024,installs and revenue saw a resu

149、rgence,while the upward trend for sessions continued.The vertical hit hardest by the downturn in 2023in line with global trendswas mobile gaming,but its also seen a promising uptick in session lengths and retention in 2024 so far.To leverage these positive signals most impactfully,mobile marketers s

150、hould balance traditional,mobile-first user acquisition methods with new channels like connected TV or even port their game to PC and console to reach a wider audience.Across the entire games advertising ecosystem,measurement and analytics are essential for confident and smart scaling of budgets.In

151、Japan,where a high share of users are on iOS,an excellent handle on SKAN(and AdAttributionKit)and the move toward next-generation tools for aggregated data is also crucial for effective campaign optimization and long term success.Finance app installs and sessions grew at a stable pace,with banking a

152、nd stock trading apps witnessing a particularly strong spike in sessions and consumer spending.Similarly,e-commerce installs slowed somewhat but sessions maintained a steady upward march.Deal discovery enjoyed substantial gains in early 2024.This upward trend can be amplified by employing AI and mac

153、hine learning to craft hyper-personalized user experiences that drive increased LTVan area in which Japanese apps are already excelling.Across both verticals,different cohorts will be looking for different experiences,and will convert at different moments in the user journey.Finding the perfect medi

154、a mix and striking the ideal balance of channels amidst evolving data privacy requirements in an increasingly challenging measurement space is not easy.To succeed in Japans dynamic and vibrant app ecosystem,marketers need tools that simplify their day-to-day,keep them one step ahead of industry chan

155、ges and developments,and provide them with attribution they can truly rely on.CONCLUSION Into the next generation of app marketing in JapanABOUT ADJUSTSensor Tower cultivates rich market insights into the trends shaping businesses in the global digital economy.Our data scientists and algorithms proc

156、ess trillions of aggregated data points that people contribute to us from millions of devices,making up our one-of-a-kind data estate.We augment our customers market understanding with industry benchmarks,leaderboards and by identifying disruptive shifts,invisible in their enterprise data.Data analy

157、sts discover opportunities for optimization through on-demand primary research in our cloud platform or their favorite data science tools.Business leaders rely on our signature reports to inform their growth strategies.We are obsessed with the pursuit of superior data quality and ensuring universal

158、customer ABOUT SENSOR TOWERAdjust,an AppLovin(NASDAQ:APP)company,is trusted by marketers around the world to measure and grow their apps across platforms,from mobile to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brandsto brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics suite provides visibility,insights,and essential tools that drive better adjustcomsensor-towerSensorTower