目前，日本是comScore推出的第一个手机用户上网行为分析的亚洲国家，也是继美国、英国、法国、德国、意大利和西班牙之后第七个完整分析的国家。

Mobile_users_japan

comScore负责日本市场的副总裁Daizo Nishitani表示，日本是一个移动互联网高度发达的国家，用户手机上网的行为也显得相当复杂。

在2010年6月份做出的调查数据简版分析中，13岁以上的手机用户达到了1亿零90万。其中手机游戏玩家数量为1600万以上，占到整体手机用户的16.3%。而手机浏览器的使用比例则显得相当高，有将近6000万的用户使用手机浏览器，占到了59.3%的高比例。使用应用程序的用户为4200万左右，意味着说超过42%的手机用户下载过APP。

在社交网络和博客的访问比例上，占到了17%，约有1700万的手机用户使用。

japan mobile

comScore亚太地区执行副总裁Will Hodgman认为在日本移动互联网这样充满活力和高速发展的市场，理解用户需求和针对用户需求提供具体的服务对于品牌来讲是相当重要的。（本文由游戏邦/gamerboom.com编译）

comScore has announced the introduction of its mobile measurement service in Japan. 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.

“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).

“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.”（source：cellular-news）