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comScore Launches Mobile Measurement in Japan
Sep 22, 2010 (11:09 AM EDT)


comScore MobiLens Provides Insights into Japanese Consumers' Mobile Behaviors and Device Usage

3 Out of 5 Japanese Mobile Users Accessed their Browser in June; 2 Out of 5 Used Mobile Applications

TOKYO, Sept. 22 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the introduction of its syndicated mobile measurement service, comScore MobiLens, in Japan. MobiLens offers insights into consumers' mobile behaviors, user demographics and device capabilities, to provide a comprehensive picture of the mobile market. As the first country in Asia where comScore has introduced mobile measurement, Japan joins the U.S., U.K., France, Germany, Italy and Spain as the seventh individual market reported in MobiLens.

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"Japan is home to one of the most advanced mobile markets in the world, with sophisticated consumers who use their mobile devices for a wide array of activities," said Daizo Nishitani, comScore vice president for Japan. "comScore MobiLens provides publishers, advertisers and device manufacturers with actionable insights into consumers' mobile device attributes and consumer behaviors. comScore is pleased to add mobile measurement to its growing suite of digital measurement capabilities in Japan."

Mobile Behaviors in Japan

Mobile users in Japan displayed substantial usage of mobile media on their devices. In June 2010, nearly 60 million mobile users in Japan accessed the browser on their mobile device, equating to 59.3 percent of the entire mobile audience, while more than 42.6 million users accessed a mobile application (42.3 percent).

More than half of mobile users in Japan (54 percent) accessed email on their mobile device, with more than one-third accessing weather information (34.1 percent) and search (33 percent). News (20.9 percent) and sports information (20.8 percent) were also among the more popular activities, while 17 percent of the mobile population visited social networking sites or blogs.

Other popular mobile behaviors include taking photos (63.0 percent), sending text messages (40.1 percent), watching TV and/or video (22.0 percent), playing games (16.3 percent) and listening to music (12.5 percent).


Select Mobile Behaviors in Japan
June 2010
Total Japan Mobile Audience Age 13+
Source: comScore MobiLens


Audience (000)

Percent of Mobile Users

Total Audience: 13+ yrs old

100,900

100.0%

Took photos

63,560

63.0%

Used browser

59,848

59.3%

Used email (work or personal)

54,513

54.0%

Used application

42,671

42.3%

Sent text message

40,496

40.1%

Accessed weather

34,369

34.1%

Accessed search

33,312

33.0%

Watched TV and/or video on mobile phone

22,200

22.0%

Accessed news

21,042

20.9%

Accessed sports information

20,959

20.8%

Accessed entertainment news

17,902

17.7%

Accessed social networking site or blog

17,173

17.0%

Played games

16,397

16.3%

Accessed financial news or stock quotes

16,233

16.1%

Accessed maps

15,806

15.7%

Accessed traffic reports

12,694

12.6%

Listened to music on mobile phone

12,662

12.5%

Accessed tech news

8,935

8.9%

Accessed restaurant information

8,468

8.4%

Accessed bank accounts

8,089

8.0%




"We welcome comScore MobiLens in Japan," said Mr. Hidenori Miyatani, of the Planning and Research Office at Rakuten, Inc. "The dynamic nature of mobile in Japan requires a complete mobile measurement service which MobiLens offers."

"In this dynamic and fast-growing market, understanding what content users are consuming on their mobile device and how they are consuming this content is critical information for mobile brands," said Will Hodgman, comScore executive vice president for the Asia Pacific region. "The ability to understand mobile users from several dimensions including user behaviors, demographic characteristics and device specifications is a welcome innovation for Japan's mobile industry."

For more information on comScore MobiLens, please visit: http://www.comscore.com/Products_Services/Product_Index/MobiLens

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.