Japan: The greying of email

5

Web-based email more popular among older users…
In further proof that email is fast becoming an “old people” communication channel, a report released today by ComScore shows that the fastest growth of web-based email use in Japan is among the +55 crowd. (88 percent increase over the last year.) Internet users between the ages of 45-54 also contributed to significant growth in email usage, increasing 20 percent to 5.5 million visitors in November, while their usage increased 108 percent to 108 minutes per visitor.

…while younger users communicate increasingly in other ways
On the other hand, those under 35 show very little increase or even a decrease in visits to web-based email. The most dramatic decline was among 15-24 year olds, with a 7 percent fewer visitors to webmail services and a 34-percent decrease in minutes per visitor.

ComScore concludes:

1- Alternate communication channels, including social media and email over mobile devices, are increasingly popular among young people.

2- As the demographic composition of online users continues to expand, marketers will have the opportunity to reach and influence audiences online that previously were only reachable through offline media.

The raw stats:

Email Category Age Demographic Analysis

November 2008 vs. November 2007

Total Japan, Age 15+ – Home and Work Locations*

Source: comScore World Metrix


                       Total Unique Visitors (000)     Minutes per Visitor
                     Nov-2007  Nov-2008 % Change   Nov-2007  Nov-2008 % Change

Total Audience         26,493   32,396     22       67.7       84.7      25

Persons – Age                                   

    Persons: 15-24      5,289    4,900     -7       70.3       46.1     -34

    Persons: 25-34      7,307    7,557      3       57.8       63.9      11

    Persons: 35-44      5,568    7,386     33       63.8       80.0      26

    Persons: 45-54      4,576    5,511     20       51.8      107.6     108

    Persons: 55+        3,753    7,042     88      108.7      120.6      11
______________________________________________________________________________

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs


Japan’s top 5 email sites:

Top 5 Email Sites by Number of Unique Japanese Visitors

November 2008 vs. November 2007

Total Japan, Age 15+ – Home and Work Locations*

Source: comScore World Metrix


Property                             Total Unique Visitors (000)

                                  Nov-2007     Nov-2008    % Change

Total Internet: Total Audience     54,153       59,198        9

e-mail                             26,493       32,396       22

Yahoo! Mail                        21,838       26,891       23

Windows Live Hotmail                8,528        7,135      -16

Google Gmail                        1,714        2,720       59

Goo Mail                            1,145        1,806       58

Nifty Mail                            306          181      -41

______________________________________________________________________________

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

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