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In Japan, Smartphones Surpass Feature Phones among Newly Acquired Devices for First Time Ever

TOKYO April 24, 2012 comScore MobiLens Japan February 2012

http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO

February 2012 Japan Daizo Nishitani

Japan

Japan

Japan November 2011

Top Mobile OEMs

3 Month Avg. Ending Feb. 2012 vs. 3 Month Avg. Ending Nov. 2011

Total Japan Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+

Source: comScore MobiLens

Share (%) of Mobile Subscribers

Nov-11

Feb-12

Point Change

Total Mobile Subscribers

100.0%

100.0%

N/A

Sharp

24.6%

23.5%

-1.1

Panasonic

13.7%

13.8%

0.1

Fujitsu

11.6%

11.8%

0.2

NEC

9.8%

9.7%

-0.1

Sony

7.8%

7.5%

-0.3

Japan

Japan November 2011 February 2012

Top Smartphone* Platforms

3 Month Avg. Ending Feb. 2012 vs. 3 Month Avg. Ending Nov. 2011

Total Japan Smartphone Subscribers Ages 13+

Source: comScore MobiLens

Share (%) of Smartphone Subscribers

Nov-11

Feb-12

Point Change

Total Smartphone Subscribers

100.0%

100.0%

N/A

Android

61.0%

61.4%

0.3

Apple

33.0%

34.2%

1.3

Microsoft

5.7%

3.9%

-1.8

Other

0.3%

0.5%

0.2

*Smartphones are defined as those phones that use the Android, Apple, Microsoft, RIM and Symbian platforms.

Mobile Content Usage

Analysis of selected activities consumers performed on their mobile phones found that 57.6 million users accessed email on their phone, representing more than half of all mobile phone users. Japanese mobile owners were more likely to use an application (55.4 percent) than a mobile browser (52.4 percent), while 45.4 percent sent a text message to another phone during the month. Nearly 1 in 5 mobile users accessed social networking or blog sites on their phone, while slightly less (18.8 percent) watched TV or video.

Selected Mobile Content Usage

3 Month Avg. Ending Feb. 2012

Total Japan Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+

Source: comScore MobiLens

Total Audience (000)

% of Total Mobile Audience

Total Mobile Audience

101,700

100.0%

Used email

57,616

56.7%

Used application

56,327

55.4%

Used browser

53,302

52.4%

Sent text message

46,184

45.4%

Accessed weather

34,652

34.1%

Accessed search

30,464

30.0%

Accessed news

23,732

23.3%

Accessed social networking site or blog

19,793

19.5%

Accessed maps

19,316

19.0%

Watched TV and/or video on mobile phone

19,157

18.8%

About MobiLens

MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and older. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.

About comScore

www.comscore.com/companyinfo


twitter.com/comScore

SOURCE comScore, Inc.

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