I’m asked how important Yahoo Japan is in Japan. If you were a bit familiar with Japanese internet market, you would know Yahoo Japan is the largest search engine in Japan. Yes, it is true but not 100% true. Yahoo has been dominant since they launch their website in Japan. Simply because Google did not exist at that time. As Japanese like complicated and fancy websites, Yahoo Japan was only website most of people used.

As time goes by, a big competitor ‘Google Japan’ has landed in Japan. The market share of Japanese internet is 45% Yahoo Japan and 45% Google Japan and 10% rest of them.

First thing you should see is your target customer not internet market share in Japan.

Here is the up-to-date demographics of Yahoo Japan.

Avg PV: 61,400,000,000
Avg UU: 350,000,000
Generation (years-old)
Under 10 – Men 0.2%/Women 0.2%
10-19 – M 5% / W 4%
20-29 – M 14% / W 10%
30-39 – M 16% / W 11%
40-49 – M 14% / W 8%
50-59 – M 8% / W 3%
60-69 M 5% / W 2%
(Data reference: Yahoo Japan to Media and Agencies on Aug 2013)

http://advertising.yahoo.co.jp/ad/feature/ (only Japanese)
Yahoo Japan 2013 Demographics

Where is your target customer in Japan?