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Seed Planning’s report shows that Japan’s mobile advertising market (including mobile affiliate ads) grew to 81.5 billion yen in 2007. The mobile affiliate advertising market grew 184.5% to 17.9 billion yen from the previous year.

They predicts that the mobile advertising will grow to 100 billion yen market in 2008 with further improvements on the mobile devices and with the services such as video sharing, which help increase the mobile e-commerce users.

According to Softbank and Humancapital’s research, more than 73% of survey participants purchase products/services online (PC) more than once a month, and spend about $120/month.  The most popular items were “Books and Magazines” followed by “CDs and DVDs”. Unlike Western markets, music and video sharing sites don’t have negative effects on the music/movie sales in Japan even though Japanese are one of the heavy users of these sharing sites.

Netratings Japan’s survey against online shoppers in Japan shows that Website has the biggest impact on shoppers by far* throughout the purchasing process. It also shows that of those who visited websites during the purchasing process, the ones who took some type of actions on the site (registering for newsletters, signing up for prize, etc.) have more interests in products and/or services offered at the site, and more likely to purchase the products/services offered.

*Sample research results: Purchasing process for credit card service

1. The first exposure to the products/services

- Website (41%), TV (20%), Store (13%), Printed ads (7%), Friends/family (6%)

2. Comparing the services/products

- Website (69%), Store (6%), Friends/family (5%), Printed ads (3%)

3. Purchasing decision

- Website (59%), Store (14%), Friends/family (7%), Printed ads (5%)

I think this survey results show that even when people make the final purchasing action off-line, the information they gathered on websites has the biggest impact to the decision making process.