MobiLens Launches in Japan

comScore has launched its MobiLens syndicated mobile measurement service in Japan. MobiLens offers insights into consumers’ mobile behaviour, user demographics and device capabilities, to provide a comprehensive picture of the mobile market. Japan joins the UK, US, France, Germany, Italy and Spain as the seventh individual market reported in MobiLens.

Mobile users in Japan displayed substantial usage of mobile media on their devices in June 2010. Almost 60m mobile users in the country accessed the browser on their mobile device, equating to 59.3 per cent of the entire mobile audience, while more than 42.6m users (42.3 per cent), accessed a mobile application.

More than half of mobile users in Japan (54 per cent) accessed email on their mobile device, with more than one third accessing weather information (34.1 per cent) and search (33 per cent). News (20.9 per cent) and sports information (20.8 per cent) were also among the more popular activities, while 17 per cent of the mobile population visited social networking sites or blogs.

Other popular mobile behaviours include taking photos (63.0 per cent), sending text messages (40.1 per cent), watching TV and/or video (22.0 per cent), playing games (16.3 per cent) and listening to music (12.5 per cent).

“We welcome comScore MobiLens in Japan,” says Hidenori Miyatani, of the Planning and Research Office at Rakuten, Japan’s largest online retailer. “The dynamic nature of mobile in Japan requires a complete mobile measurement service, which MobiLens offers.”

“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,” says Will Hodgman, comScore executive vice president for the Asia Pacific region. “The ability to understand mobile users from several dimensions, including user behaviours, demographic characteristics and device specifications, is a welcome innovation for Japan’s mobile industry.”

There’s more information on MobiLens here.