comScore released their Mobile Year in Review report for 2010 which, for some reason, includes Japan for the first time this year. Japan has been years ahead of other markets for some time now and their findings, summarized in the graph above, confirm that. In their words, Japan is, “perhaps one of the most mature and sophisticated mobile markests int he world.” Other highlights:
- In December 2010 (that’s just 31 days folks!) 9.8 million users in Japan made a purchase using their mobile wallet software embedded in their phone. 9.8 million!
- 76.8% used “connected media” vs. 46 % in the US and 41% in the EU. I have a tweet into @comscore to get details on how they define “connected media” and will update when I hear back.
I clearly have to figure out how to get my butt over to Japan.
Update : I never did hear back from ComScore but Rudy De Waele of @mtrends helpfully defines connected media as “browsed, accessed applications, or downloaded content” which basically means email, games, streaming video, and any application that pulls down bits from the network. Makes me wonder what the remaining 59% in the EU and 54% in US are doing on their phone. Voice, SMS, and Snake?