Market Insights Advertising & Media Advertising

Digital Classifieds - Japan

Japan

Ad spending in the Digital Classifieds market in Japan is forecasted to reach €1.28bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.45%, leading to an estimated market volume of €1.19bn by 2029.
When compared globally, the majority of ad spending will originate from China (€7,104.00m in 2024).
The average ad spending per internet user in the General classifieds market is projected to be €4.06 in 2024.
Within the Digital Classifieds market in Japan, 47% of the total ad spending will be attributed to mobile in 2029.
In Japan, the Digital Classifieds market is seeing a surge in innovative platforms catering to niche audiences, driving personalized advertising strategies for users.

Key regions: Japan, Australia, Europe, India, Germany

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Analyst Opinion

The Digital Classifieds market in Japan has experienced significant growth in recent years, driven by changing customer preferences and the adoption of digital technology.

Customer preferences: Japanese consumers have increasingly turned to online platforms for buying and selling goods and services. This shift in customer preferences can be attributed to several factors. Firstly, the convenience and ease of use offered by digital classifieds platforms have made them an attractive option for consumers. With just a few clicks, users can browse through a wide range of products and services, compare prices, and make purchases or inquiries. This has greatly simplified the buying process and saved consumers valuable time and effort. Secondly, the rise of mobile devices has played a significant role in the growth of the digital classifieds market in Japan. With the increasing popularity of smartphones and tablets, consumers can access online platforms anytime and anywhere. This has made it even more convenient for users to buy and sell goods on the go, further driving the demand for digital classifieds platforms.

Trends in the market: One of the key trends in the digital classifieds market in Japan is the increasing focus on niche and specialized platforms. While general classifieds platforms continue to dominate the market, there has been a rise in platforms that cater to specific industries or interests. For example, there are now dedicated platforms for real estate, jobs, cars, and even pets. These specialized platforms offer users a more targeted and tailored experience, making it easier for them to find what they are looking for. Another trend in the market is the integration of advanced technologies such as artificial intelligence (AI) and machine learning. These technologies are being used to improve the user experience by providing personalized recommendations and suggestions based on user preferences and browsing history. This not only enhances the overall user experience but also increases the chances of successful transactions.

Local special circumstances: One of the unique aspects of the digital classifieds market in Japan is the strong emphasis on trust and reputation. Japanese consumers place a high value on trust and reliability when it comes to online transactions. As a result, many digital classifieds platforms in Japan have implemented strict verification processes and user rating systems to ensure the credibility of sellers and buyers. This emphasis on trust has helped to build confidence among users and has contributed to the growth of the market.

Underlying macroeconomic factors: The growth of the digital classifieds market in Japan can also be attributed to several macroeconomic factors. Firstly, Japan has a large and affluent consumer base, which provides a strong demand for online classifieds platforms. Additionally, the country has a high internet penetration rate and a well-developed digital infrastructure, making it easy for consumers to access and use online platforms. Furthermore, the COVID-19 pandemic has accelerated the growth of the digital classifieds market in Japan. With lockdowns and social distancing measures in place, consumers have increasingly turned to online platforms for their shopping needs. This has led to a surge in demand for digital classifieds platforms, as consumers seek to buy and sell goods and services in a safe and contactless manner. In conclusion, the Digital Classifieds market in Japan has experienced significant growth due to changing customer preferences, the adoption of digital technology, and underlying macroeconomic factors. The market has seen a shift towards online platforms, driven by the convenience and ease of use they offer. The rise of mobile devices and the integration of advanced technologies have also contributed to the growth of the market. Additionally, the emphasis on trust and reputation in the Japanese market and the impact of the COVID-19 pandemic have further fueled the growth of the digital classifieds market in Japan.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital classifieds advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital classifieds advertising fees paid by advertisers to display online jobs, motor, real estate, and general classifieds.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.