SensorTower: Japan Mobile Application Report 2024

SensorTower has released the "Japan Mobile App Report 2024". As one of the largest mobile app markets in the world, Japan continues to innovate and attract its highly sticky users. In 2023, smartphone usage in Japan exceeded 73%, mobile Internet penetration reached 93%, application downloads exceeded 2.5 billion times, and consumer spending reached US$17.9 billion in 2023. The market's continued success can be attributed to its excellent adaptability. Japan's digital environment is vast and diverse, and emerging channels such as connected TV (CTV), PCs and game consoles have become marketers' strategies. In addition, the growing prominence of technologies such as artificial intelligence and machine learning has created more opportunities to enhance the application experience, find high-quality users, and increase engagement. Japan ranks third in the world, second only to China and the United States.

To thrive in this dynamic but competitive market, it is essential to find the right channel and media mix, stay ahead of evolving data privacy frameworks and regulations, and adapt to changing user behaviors and expectations. Advanced tools enable marketers to make timely, data-driven decisions on campaign optimization and budget allocation, regardless of channel, platform or data source. Foremost among them are solutions for incrementality analysis, media mix modeling, and predictive analytics. Combined with “traditional” attribution, these frameworks help round out a future-proof and highly granular marketing approach.

Game app installations in Japan increased 18% in the first quarter of 2024 compared to the fourth quarter of 2023.

Arcade games saw 38% growth in both installs and sessions in the first quarter of 2024 compared to the 2023 average.

The average duration of mobile game play increased from 26.37 minutes in 2022 to 27.37 minutes in the first quarter of 2024.

Financial application sessions grow 22% year over year in 2023 and another 11% in the first quarter of 2024.

Consumer spending on financial apps will increase 39% year-over-year in 2023 and 53% in the first quarter of 2024.

E-commerce app sessions grew 4% from 2022 to 2023, and grew another 2% in Q1 2024. In Q1 2024, e-commerce app retention rose to 13% on day 7, 12% on day 14, and 9% on day 30.

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