Japan’s most visited sites saw PC traffic decline by between 10 and 20 percent in 2014, while access from smartphones rose rapidly, according to a Nielson survey published this week. Online retailers saw the most marked changes, with some experiencing as much as a 60 percent rise in mobile internet traffic.
It’s easy to see this shift to mobile as part of a wider global trend – after all, Americans already spend more time accessing the internet via mobile and tablet apps than with computers. But smartphone use in Japan looks a little different. When Japanese consumers use smartphones to access the internet, it is mostly via mobile web browsing, rather than dedicated apps.
Join us after the jump as we take a closer look at the what and why of these suprising survey results.