Japan Mobile App Engagement

Liftoff Report

Anya Pratskevich by Anya Pratskevich | October 10, 2018

As the third-largest market by gross consumer spend on mobile apps, Japan offers a $14-billion opportunity for mobile developers worldwide. Japanese users readily spend money on digital products; after all, the country has long been a technology innovator. App marketers that embrace the nuances of app engagement in the Japanese market will reap the best rewards.

Get your copy of the 2018 Japan Mobile App Engagement Report for a deep-dive into the mobile engagement stats across all major app categories. The fresh data from Liftoff and mobile attribution partner, Adjust, covers the essential audience segments to help you make headway in the battle to acquire quality mobile users in the Japanese market.

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The report draws from Liftoff and Adjust data from Aug 1, 2017 to July 31, 2018, sampling over nine billion impressions across over 100 million clicks and 1.45 million installs. A total of 123 apps were included in the sampling, and data is broken down by platform (iOS and Android) and gender. This report tracks costs and engagement metrics across the entire mobile app conversion funnel, from install and registration to in-app purchase and subscription. We also analyze seasonal trends as well as mobile app retention within the first 30 days.

Japanese users play hard to get but are quick to commit

Across most app categories, cost per engagement is relatively high, but the install-to-action rates are off the charts, too. For example, 75% of users that download Entertainment apps end up registering for a service. So while marketers may pay more for installs in the Japanese market, they’ll enjoy a higher percentage of newly acquired users registering, making purchases, and subscribing to services.

2018 Japan Mobile App Engagement Report

The Dating category, however, is a curious exception. It’s pricey to entice a Japanese user to install a dating app, let alone register. The cost of acquiring a dating app subscriber in Japan is a whopping $120.96, perhaps, reflecting a broader trend and cultural stigma around online dating.


Download the 2018 Japan Mobile App Engagement Report to read about these and other findings on mobile app user engagement and retention in Japan, including a breakdown by gender and platform, plus exclusive 30-day retention trends from our report partner Adjust.