Smartphones are extensions of ourselves, so we are all looking for the most reliable devices. Usually, we choose them based on the operating system they run on. Like elsewhere, in Japan, the market is shared between the two main competitors: iOS and Android.
Do Japanese people only choose a smartphone for its brand, or do other factors influence their choice? In this article, we will delve into the rivalry between the iPhone and Android in this Asian country and explore what makes the Japanese choose one over the other.
Japanese People Love Their iPhones
According to Statista, in January 2024, iOS was the most popular operating system in Japan, with a market share of over 67%. So, there is no denying that Apple is prevalent in the Land of the Rising Sun.
There are multiple reasons for Apple’s market domination. From premium branding to a sleek design and cutting-edge technology, the iPhone resonates strongly with Japanese consumers. It is easy to use and guarantees seamless integration with other Apple devices.
The Japanese appreciate simplicity, precision and elegance, which are deeply rooted in cultural traditions and integrated into everyday life. Given that they pay close attention to product appearance and feel, it is no surprise that Apple, focusing on high-end, minimalist design, has made such a breakthrough in the market.
By collaborating with local businesses, Apple has put the cherry on the cake. Today, Apple Pay is widely accepted in Japan by key retail stores, enabling consumers to make purchases directly with their iPhones.
The Increasing Interest in Android Phones
Although the range of phone brands that support Android is much wider, in January 2024, Android phones made up only one-third of the Japanese market. They are particularly popular among people looking for more affordable options or specific features.
Lately, interest in Android-powered smartphones has slightly increased, primarily thanks to local brands like Sony. Some of their devices offer high-performance cameras, while others boast water-resistant features, which are welcomed by the Japanese, who frequently experience rainy weather.
Android smartphones let Japanese users enjoy all forms of entertainment, including mobile gaming. So, if they opt for a Sony smartphone, they can access the Casino Secret app, for instance, just like iPhone users.
Another reason why some Japanese consumers turn to Android smartphones is that they allow them to customize and personalize the user experience. As an open-source operating system, Android particularly attracts tech enthusiasts looking for a more involved approach to managing their devices.
Factors Impacting How Japanese Choose Their Smartphones
Japan is known as a leader in technological innovation. It comes as no surprise, given that it is one of the most literate and technologically advanced nations in the world. Therefore, technology plays an integral role in everyday life.
When it comes to the number of smartphone users, some reports show that as of 2022, 85% of the population, or approximately 107.1 million people, use smartphones in Japan. At the same time, mobile device usage time has trebled over the last decade, with an average of 106 minutes a day per person spent on a smartphone.
Japanese culture is obviously mobile-centric, and some projections predict that by 2027, over 94% of the population will use smartphones. Interestingly, many Japanese replace computers with mobile phones, especially the younger population, from teens to people in their forties. Also, over 90% of adults in their fifties rely on smartphones.
So, what are the key factors that impact how Japanese people choose their smartphones? We can divide them into two groups: social and cultural.
Social Factors
In terms of gender, slightly more male than female users opt for iOS, and the same applies to Android devices. However, when it comes to age, some surveys have shown that the iPhone is more popular among the younger population in Japan.
Most iOS users are between 20 and 39, with almost one-third (31.2%) in the 30-39 age bracket. At the same time, most Android users (26.1%) fall into the 40-49 age bracket. Still, Android-powered smartphones are used by people of all ages.
The last social factor impacting the choice of smartphones among Japanese is income level. Japanese iOS users tend to earn more than Android users, a 2020 GfK survey showed. While the average monthly household income of Apple users was 645,000 yen (circa $5,900), that of Android users was 485,000 yen (around $4,430).
Cultural Factors
Cultural factors influencing how Japanese people choose smartphones include everything from brand loyalty to practicality. Speaking of brand loyalty, some Japanese are religiously committed to Apple, while others go for local brands.
The Japanese value sleek design, which is one of the main reasons Apple products are so prevalent in this country. They also look for cutting-edge technology, naturally gravitating toward smartphones with the latest features.
Practicality plays a significant role in choosing a smartphone in Japan. It must be user-friendly and stand the test of time. Also, smartphones that allow access to local services, like Japanese mobile payment systems, are usually preferred among consumers.
Japanese consumers tend to make informed decisions based on word-of-mouth and reviews from trusted sources, from friends and family to online communities. Last but not least, we must mention that some people in Japan love to show off by choosing a smartphone as a status symbol.
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