Adjust and data.ai Find Japan App Usage Surge In 2023, Marking Strong Recovery

The report analyzes a mix of Adjust's top 2,500+ apps and the total dataset of all apps tracked by Adjust, with a focus on mobile gaming, e-commerce, fintech and connected TV from January 2021 to March 2023. Additionally, the analysis is based on data.ai's proprietary App IQ and Game IQ taxonomy — the world's most comprehensive digital taxonomy for mobile apps with over 250,000 apps classified across 316 subgenres — across the e-commerce, gaming, fintech, social, travel, health & fitness, food and drink, entertainment, OTT, and photo and video editing categories.

"With one of the highest adoption rates in the world and continually increasing spend across verticals, the opportunity for mobile marketers and developers in the Japanese mobile app market is enormous," said Naoki Sassa, General Manager of Japan, Adjust. "Fierce competition, coupled with a complex economic climate and continually changing user needs and expectations, makes it essential to be ruthlessly data-driven and strategic. Now is the time to scale by building a diversified channel mix and leveraging tools that enable insight into aggregated data."

Connected TV (CTV) is already a large part of mobile users' journey. Currently, 70% of Japanese TV viewers have a CTV device, and CTV and OTT devices are expected to be owned by 30 million Japanese households by the end of 2023. This presents a wealth of opportunities for advertisers to reach new and engaged audiences, and to drive users from CTV apps to mobile devices or back to CTV apps themselves.

"CTV campaigns are set to become a fixture in app marketers' user acquisition strategies, and early movers in Japanese CTV advertising stand to benefit greatly," noted Gijsbert Pols, Ph.D., Director of Connected TV and New Channels at Adjust. "CTV offers better ad quality, a more captivated audience, precise targeting for users interests, measurement and optimization for engagement rates, impressions and click-through rates."

The report also examines data privacy, growth rates, retention rates and session lengths to provide insights for mobile marketers in the Japanese market. Highlights include:

"As the industry continues to grow and user behavior shifts, building strong partnerships, leveraging innovative technologies and staying ahead of industry trends are key factors for unlocking tremendous growth opportunities," said Toby Torii, Territory Director, Japan at data.ai. "With the right approach, mobile marketers can take their campaigns to the next level and capitalize on this exciting market's enormous potential."

For additional details and to download the Japan Mobile App Trends 2023 report, visit LINK. 

About Adjust
Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support.

Adjust is a subsidiary of AppLovin (Nasdaq: APP), the leading growth platform for developers. Learn more about Adjust at www.adjust.com.

About data.ai
data.ai's vision is to illuminate the digital landscape by unlocking unique customer and market insights to accelerate competitive advantages across all digital channels worldwide powered by ai. We passionately serve enterprise clients to create winning digital experiences for their customers.

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