Nikkei BP and D2C Inc. conducted the "2014 Survey on Corporate Internet and Mobile Advertising Usage Trends."

24.1% plan to "increase" digital advertising budgets; over 20% of B2C companies report increased sales from smartphone business contributions

　Nikkei BP's "Nikkei Digital Marketing" and D2C Inc. jointly conducted the "2014 Survey on Corporate Internet and Mobile Advertising Usage Trends" regarding mobile phones, which have reached 139 million units in Japan (*). This survey, now in its sixth iteration since 2009, revealed that while 24.1% of companies plan to "increase" their digital advertising budgets, smartphone adoption is steadily progressing. Specifically, over 20% of B2C companies report increased sales from smartphones.

　This survey revealed that while 24.1% of companies responded they would "increase" their digital advertising budget allocation, smartphone adoption is steadily progressing. Specifically, among B2C companies, the number of firms placing smartphone ads in fiscal 2013 increased by 2.9 percentage points year-on-year to 31.0%, and the rate of companies launching smartphone-compatible websites rose by 2.5 percentage points to 44.5%. This trend is driven by the growing number of internet users accessing the web via smartphones.

　Furthermore, the average proportion of online sales for B2C companies generated via smartphones reached 25.7%. Regarding the contribution of smartphones to marketing activities, 23.7% of B2C companies reported "increased sales." For these companies, smartphones have become indispensable to marketing.

　On the other hand, 35.5% of B2B companies responded that they "cannot determine if the investment is worthwhile," while 32.0% of B2C companies cited "lack of personnel." This suggests that staffing and budget issues are emerging challenges for the future.

*Survey conducted by Telecommunications Carriers Association (TCA) in March 2014

 

■Survey Overview
Survey Period: May 9–30, 2014 (deadline for responses) Final Response Deadline: June 4
Survey Method: Mail survey and web survey
Survey Target Companies: 4,229 domestic listed companies and major unlisted companies
Number of Responses: 516 (Response Rate: 12.2%)
Survey Company: Nikkei BP Consulting

 

■Survey Details
Nikkei BP ( http://digital.nikkeibp.co.jp )
D2C Inc. ( http://www.d2c.co.jp )
Details regarding the above survey ( Press Release )