Digital Consumer in Japan

Overcoming obstacles to digital development

On the one hand, Japan offers a solid platform for the development of digital commerce, with a developed economy and a highly urbanised population, as well as extensive internet access, a developed distribution infrastructure and a strong tradition of adopting new technologies.

5G could transform digital environment

The Japanese Government is heavily supporting local telecom operators in their efforts to roll-out 5G technology by 2020, as it aims to use the Tokyo Olympics to showcase Japan’s technological and commercial prowess.

An increasingly integrated environment

A key element of the evolution of the digital landscape and the development of digital commerce in the Japanese market is an ongoing shift towards greater integration. This is manifesting in a variety of ways.

Competitive landscape characterised by diversification

The blurring of the boundaries between the physical and the digital arenas and the emergence of a more integrated digital environment are encouraging the diversification of major companies’ operations, which is, in turn, further accelerating the rate of integration. These companies are working to develop businesses capable of generating synergies and operating efficiently across the digital landscape.

Expansion of mobile digital commerce

While the development of mobile digital commerce has been obstructed by the age of Japan’s population, with older citizens less likely to own smartphones than their younger counterparts and more committed to cash and traditional financial transactions, it is set to see significant growth between 2018 and 2023.

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