- 32.6% of BtoC Companies Placed Mobile Ads in Fiscal Year 2011 Smartphone Ads
Up 14.4 Points from previous survey to 22.5% -
Nikkei Digital Marketing, published by Nikkei Business Publications, Inc., and
D2C Inc. have conducted a joint survey of usage trends in corporate mobile
advertising for the 125 million mobile phones that have penetrated the Japanese
domestic market (as of June 2012, study by TCA). The survey covered 4,328
Japanese listed and major unlisted companies through administration of a
questionnaire in April and May 2012. Responses were received from 523
companies. The survey has now been conducted four times since its start in
2009. The response rate was 12.1%.
Survey of Usage Trends in Corporate Mobile Advertising: Six Key Points
[Point I.] 21.1% of Companies Increase Digital Ads. 13.6% Increase
[Point II.] 16.3% of All Companies and 32.6% of BtoC Companies Have Placed
Mobile Ads 13.2% Have Placed Feature Phone Ads and 10.9% Have
Placed Smartphone Ads
[Point III.] "Ad Network" Ranks 15.1 Points Higher for Smartphones than
Feature Phones as an Advertising Media
[Point IV.] Choice of Advertising Effectiveness Indicators for Smartphones
Ads Shows Strong Demand for Media Power and Media Value
[Point V.] Among Companies That Have Not Placed Mobile Ads, Those Looking at
Feature Phones Ads Decline to 7.1% While Almost Half (42.6%) of
the BtoC Companies Look at Smartphone Ads
[Point VI.] 31.7% of BtoC Companies Have Their Own Smartphone Website and
20.7% Offer Their Own Apps
-- Classification of commercial and advertising expense allocations
BtoC Companies: Handles products and services for the general consumer;
allocates commercial and advertising expenses largely to products and services
targeted at those general consumers. (including companies that make similar
allocations to BtoC and BtoB products)
BtoB Companies: Handles products and services for businesses; allocates
commercial and advertising expenses largely to products and service targeted at
-- Classification of types of advertising
Mobile advertising: In this survey, refers to the sum of feature phone
advertising and smartphone advertising.
Feature phone advertising: Advertising that can be viewed through the Internet
from a browser for a mobile phone.
Smartphone advertising: Advertising that can be viewed from a browser or
application for a smartphone.
Digital advertising: General term applied to PC advertising, feature phone
advertising, and smartphone advertising.
Survey period: April 24 to May 15, 2012 (document deadline, May 25 final
Survey method: Postal survey
Companies surveyed: 4,328 Japanese listed and major unlisted corporations
Samples collected: 523 (response rate: 12.1%)
Survey company: Nikkei BP Consulting, Inc.
For further information:
About Nikkei Business Publications, Inc.
Nikkei Business Publications, Inc., Nikkei Digital Marketing
Monthly publications that introduce notable strategies and leading case
Publishes Nikkei Digital Marketing and runs a website and forum for readers
About D2C Inc.
D2C Inc. (http://www.d2c.co.jp/en)
Comprehensive Mobile Marketing Business encompassing Media Business, Media Rep
Business, Mobile Solutions Business and others.
Source: Nikkei Business Publications, Inc.
Daisaku Koyama, Nobuya Takahashi