Video Research Ltd. + DENTSU SOKEN INC. Joint Report "Smartphones and the Japanese" (Part 2)

〈Research Team Comment〉

"Don't do it/Don't let them do it" – Read receipts ignored

SNS usage, particularly LINE, stands out. For teenage girls especially, they might launch LINE and within 10 seconds start browsing online content via a browser or launch another SNS app like Twitter. This survey captures, with concrete data, the reflexive actions young people take to avoid "reading and ignoring" messages.

Fact 4

In fact, F2 and F3 were hooked on games

〈Explanation〉

Teens launch apps about 4 times a day, while those in their 50s launch about 10 times

Game app launch rates tend to be relatively high across all genders and age groups. This graph shows the breakdown of games by female age group. While teens launch games about 4 times per day, those in their 40s launch about 8 times and those in their 50s about 10 times, indicating adults are more enthusiastic about gaming. A key feature of this survey is that it reveals specific subcategories like education, puzzles, and casual games, as well as the actual apps used.

〈Research Team Comment〉

The games they enjoy are "casual games"

As women age, they increasingly use "casual" games like "Neko Atsume," "raising games," and puzzles. We analyze this as a shift from mini-games found on traditional feature phones and brain training games on dedicated game consoles. Additionally, women in their 20s to 40s also launched educational apps, likely related to childcare.

 

Other findings revealed!

 

Topic ①
Redefining Communication
High-frequency communication centered around LINE is common among all smartphone users. With the spread of smartphones, a space where information and messages fly back and forth constantly—what could be called an "instant communication zone"—has emerged.

Topic 2
Peak Smartphone Usage is at 10 PM
Usage tends to be stronger at home than when out, with 10 PM being the peak usage time across all age groups. Planning that takes this into account is undoubtedly required for both mass media and digital channels.

Topic 3
Teenage girls love video
Teenage girls actively communicate via photo-based apps and SNS rather than text. This could be called "image communication."

Topic ④
PCs Still Hold Strong in Video Sharing
We also know that men in their 20s and 30s use PCs to watch YouTube and Niconico videos. While one might assume usage is skewed solely toward smartphones, users seem to be wisely choosing their devices based on the content.

What is Cloudish by AppApe?
A platform that predicts and analyzes app usage trends by time of day and day of the week, relationships between apps, and the lifecycle of individual apps. Based on app usage data collected from over 50,000 smartphone users (Android). Provided jointly by Video Research Interactive Inc. and Microsoft. One feature is the use of Excel-based analysis templates.