2024年日本移动应用报告（英）

Mobile app trends 2024: Japan edition EBOOKApp performance benchmarks and insights2Mobile app trends 2024: Japan edition ContentsIntroduction: ...................................................................................................3Exploring the growth and adaptability of Japan's app market ...............3ATT opt-in rates: A slow and steady climb in Japan ....................................6An overview of the Japanese app market .......................................................7Methodology ..............................................................................................................8Key findings .................................................................................................................9 Part 1: Gaming ............................................................................ 12 Install and session trends .................................................................15 Finding and keeping users ..............................................................18 PC and console: Game on for new growth .............................23Part 2: Finance .......................................................................... 25Install and session trends ................................................................28Finding and keeping users ............................................................32Part 3: E-commerce ................................................................. 36Install and session trends ................................................................39Finding and keeping users ............................................................43Part 4: Connected TV ...............................................................47A booming growth channel ........................................................... 47What's next for CTV Advertising ................................................ 50Adjust’s solution for CTV measurement .................................. 50 Conclusion ................................................................................................... 52Into the next generation of app marketing in Japan................................52 030201043Mobile app trends 2024: Japan edition As one of the biggest mobile app markets in the world, Japan continues to innovate and captivate its highly engaged audience. In 2023, smartphones were used by over 73% of the Japanese population, mobile internet penetration reached 93%, and more than 2.5 billion app downloads were recorded. This enthusiasm also extended to consumer spending, which hit $17.9 billion in 2023, placing Japan third globally, behind only China and the U.S.The sustained success of the market can be attributed to its exceptional adaptability. Japan's digital environment is vast and diverse, with emerging channels such as connected TV (CTV) and PC and console firmly finding their way into marketers’ playbooks. Plus, the growing prominence of technologies like artificial intelligence (AI) an