The Nikkei Advertising Research Institute, Nikkei Media Laboratory, and D2 Communications surveyed usage trends by companies using mobile advertising to reach Japan’s more than 97 million mobile phone subscribers. Between February and March of 2007, survey data for advertising expenditure among influential companies was collected by the Nikkei Advertising Research Group from a target group consisting of 1500 leading companies, with 274 companies responding, producing a response rate of 18.3%.
– 13.5% of Companies Used Mobile Advertising in 2006, 51% Used PC Internet
Of the companies responding to the survey, 51.1% conducted advertising on the PC Internet in 2006 (1.9% increase over 2005), as compared to 13.5% on mobile (a 4.1% increase over 2005).
– Digital Advertising Share Increasing Within Overall Advertising Expenditure
Looking at overall advertising expenditure and the percentage spent on each respective medium, top positions were occupied by newspapers (22.9%), TV (19.4%), and magazines (14.2%). PC advertising and mobile Internet combined were classified collectively as “digital advertising,” and comprised 7.8%.
– 35.4% Have Company Mobile Sites
When asked about the status of company mobile sites, 35.4% of companies said they had a permanent site, compared to 5.5% who said they had set up a temporary mobile site for campaigns, and 56.9% who said their companies had no mobile site.
Among the pool of companies reporting corporate mobile sites in 2006, 33% said they had also run mobile advertising campaigns. This represents a notable increase of some 12% in just one year over results for the same survey in 2005, when only 20.8% of companies with mobile sites also sponsored mobile advertising. Complete results via D2C