PR Coverage

Digital Media Market Profile: Japan

In our third feature in M&M Global's Digital Media Market Profiles series, EVP international, Hannes Ben and Japanese Marketing Analyst, Yukako Tanaka offer an in-depth view of the unique digital marketing landscape in Japan. 


In comparison to its APAC neighbours, Japan is the only market that makes use of global search engines and social platforms in significant numbers. In terms of user numbers, Yahoo! Japan (‘Y!J’) is the most popular search tool in Japan.

As a generalisation, Google is seen as the more international of the search engines, while Y!J is more local in perception. Users of Y!J’s specific products and services often prefer the search engine’s portal functionality and consider it a trusted source for a lot of the information it hosts such as the weather forecast.