Updated Mar 17, 2026 by Adjust
The Japanese mobile market saw a 19% increase in total installs and a 12% rise in user sessions between 2020 and mid-2022, driven primarily by a 52% year-over-year surge in gaming installs.
Hyper Casual and RPG titles dominate the gaming sector, accounting for 15% and 13% of total installs respectively.
E-commerce and Fintech are experiencing significant engagement growth, with sessions rising 29% and 13% respectively compared to 2020 benchmarks.
User acquisition costs are high, with Dating apps peaking at $6.60 per install and Puzzle games averaging $5.48 per install.
Android users demonstrate superior conversion efficiency and return on ad spend compared to iOS users, particularly within the gaming and dating verticals.
Connected TV is a critical growth frontier, with Japanese ad spend in the sector projected to reach ¥58.8 billion by 2024.
The Japanese mobile market saw a 19% increase in total installs and a 12% rise in user sessions between 2020 and mid-2022, driven primarily by a 52% year-over-year surge in gaming installs.
Hyper Casual and RPG titles dominate the gaming sector, accounting for 15% and 13% of total installs respectively.
E-commerce and Fintech are experiencing significant engagement growth, with sessions rising 29% and 13% respectively compared to 2020 benchmarks.
User acquisition costs are high, with Dating apps peaking at $6.60 per install and Puzzle games averaging $5.48 per install.
Android users demonstrate superior conversion efficiency and return on ad spend compared to iOS users, particularly within the gaming and dating verticals.
Connected TV is a critical growth frontier, with Japanese ad spend in the sector projected to reach ¥58.8 billion by 2024.