Posts filed under ‘japan’

Asian youth and the mobile phone

Ju (MindShare, Regional Insights) writes:

mobilelife.jpgThe mobile phone has become an indispensible equipment for Asian youth. PwC’s 2007 survey of nearly 8,000 of their staff from 17 countries around the world (78% aged between 16-34 yrs) revealed a whopping 98% mobile penetration rate in Asia-Pacific countries, with a significantly lower 62% fixed-line penetration rate.

The first Asia Scout Network pan-regional summary report by MindShare is therefore dedicated to the mobile phone – how mobiles mold the lifestyles of Asian youth and vice versa.  Findings are based on updates on the Asia Scout Network blog from our city scouts in Tokyo, Singapore, Jakarta, Bangkok, Sydney, Shanghai, and Kuala Lumpur.

The headlines are:
1) Asian youth pimp their mobiles
2) Mobilizing communities
3) Japan’s contagious QR codes
4) Mobile multimedia gains momentum
5) Making ‘Hero’ features visible
6) What lies beyond

Download the full report:asia-scout-network-the-mobile-life.pdf

August 28, 2007 at 3:00 am 2 comments

36 (Asian) Youth Facts in 159 Seconds

Ju (MindShare, Regional Team) writes:

The threebillion project put together a fascinating video on behalf of MTV Asia for the Music Matters Conference in Hong Kong late May ’07. The video features 36 facts dedicated to Asian youth in 159 seconds.

From threebillion: Whether it be teenage marriage in India, mobile phone usage in Japan, Filipino TV watching or Saudi Arabian Bluetooth porn, each market is rich it’s own brand of youth culture. This video is dedicated to the best thirty six facts we could find.

For those still waiting for the day the internet is free from censorship, here are all the facts and some screen captures of the video, courtesy of Global Nerdy.


  • There are 3 billion people under 25 on this planet
  • 61% of them live in Asia
  • 67% of young Asians have downloaded music in the last month
  • Only 27% paid for it
  • Hong Kong youth spend the most time online per day (4.7 hours)
  • Indonesian youth spend the least (0.9 hours)
  • Young Filipinos watch the most TV per day (6.2 hours)
  • Young Chinese watch the least (3.2 hours)
  • There are 37.5 million gamers in China
  • 90% play online games
  • Weekly, Korean teenagers will spend
    • 14 hours on the computer…
    • .12.8 hours watching TV
    • 0.7 hours reading newspapers
  • Taiwan has the highest teenage birthrate in Asia
  • South Korea has the lowest
  • 45% of young Japanese women said they were in love
  • Only 30% of young Japanese men said the same
  • 82% of Japanese teen males said they used contraception the first time they had sex
  • Only 12% of Japanese 20-year-olds use the home PC to access the internet — the same level as 50-year-olds — they’re using their mobile phones instead
  • 26% of all youth deaths in China are from suicide
  • In India, 50% of girls will be married before they are 18
  • In Nepal, the rate is 60%
  • 85% of Korean teenagers own a cell phone
  • They send an average of 60 messages per day
  • 46% of students send messages in class
  • “Our children are seriously addicted to cell phones” — Parent’s Union Spokesperson
  • Chinese people spend 10x more money on the internet than people in the west
  • It represents 10% of their monthly income
  • Who prefers a laid-back hassle-free lifestyle?
    • 14% of Chinese teens
    • 22% of South Korean teens
    • 43% of Japanese teens
  • 99% of Saudi teens use Bluetooth
  • 99% said that the device had broken social taboos
  • 85% said it was safe for communication with the opposite sex
  • 69% of messages exchanged by Saudi teens were pornographic

June 18, 2007 at 1:31 pm 4 comments

Australian bank invents iPodinomics


Paul (MindShare, Bangkok) writes:

The famous Big Mac Index, developed by the Economist Magazine over 20 yrs ago, now has a new challenger in the form of the Ipod. Burgernomics is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries.

The people at Commenwealth Securities in Australia believe that their IPod Index is superior to the Big Mac index for a number of reasons. Read more here: The CommSec iPod Index.

Here’s how Asia compares:

CommSec iPod nano index, 2 gigabytes, US dollars, January 2007

Brazil $327.71
India $222.27
Sweden $213.03
Denmark $208.25
Belgium $205.81
France $205.80
Finland $205.80
Ireland $205.79
UK $195.04
Austria $192.86
Netherlands $192.86
Spain $192.86
Italy $192.86
Germany $192.46
China $179.84
Korea $176.17
Switzerland $175.59
NZ $172.53
Australia $172.36
Taiwan $164.88
Singapore $161.25
Mexico $154.46
US $149.00
Japan $147.63
Hong Kong $147.63

February 13, 2007 at 2:34 pm 1 comment

Japan’s ad-supported photocopying

Shardul (MindShare, Japan) writes:

Oceanize is a student start-up company that is installing free photo-copying facilities in Tokyo Universities. The facilities are completely funded through corporate advertising on the back of the photo-copy papers.

The ‘free’ part is very attractive to students and the facilities are getting heavily used. The advertisers are attracted to it because of the sizeable student population that they can easily reach and the ads stay with the students longer.

James’ recent article on ‘Why give FIFA 07 away for free in Korea?’ talked about the trend of offering free products supported on advertising revenue. The free photo-copying facilities are another example of the same trend.

February 10, 2007 at 7:37 pm 1 comment

Branding with barcodes in Japan


Shardul (MindShare, Japan) writes:

A highly innovative way through which new media has been created in Japan:

All of us know about barcodes. They are the black and white stripes which store machine readable information. But they are dull, to say the least, and almost always ignored by both marketers and consumers.

Design Barcode, a Japanese four-man agency, has converted these barcodes into a new avenue of advertising. They have redesigned the black and white stripes space to incorporate images. For example, for the weight loss company Jenny Craig, the barcode becomes the waistband of a pair of pants; a code for the Hiroshima Museum takes the shape of a mushroom cloud.

This piece of innovation won the agency a Titanium Lion at the International Advertising Festival in Cannes. Here’s a video showing some of their ideas.

Will people notice these redesigned barcodes? I think that in the initial stages, the uniqueness of these barcodes will ensure that people pay attention to them. Post that period however, it will be up to good old creativity to ensure attention and message communication.

For more on this story, visit Springwise: Repacking Barcodes

February 10, 2007 at 11:30 am 1 comment

Variations on iTunes song list and pricing – Japan most expensive


David (MindShare Thailand) writes:

Some interesting stuff via Gizmodo about iTunes’ pricing in various markets,
including a link that suggests Japanese customers are paying an 80% premium over Americans. The blogosphere has picked up on the dramatic variations in iTunes pricing and artist availability in various markets, and the restrictions that iTunes put on cross-border purchasing, starting here. I can understand to some extent the variable pricing, although the variations seem even more extreme than I remember from working with brick-and-mortar music retailers. But why make some Japanese performers available only to home-market consumers with local credit cards?

I have had similar experiences locally, where I can “look at but not touch” iTunes’ UK stock. In the Land of Smiles (and very good copies of digital media), this policy discourages the purchase of legitimate stock and does little to accelerate The Big Switch.

January 26, 2007 at 8:27 am Leave a comment

Does iPhone have enough to win in Japan?

James (MindShare regional, Singapore) writes:

Michael at Japan Marketing News just wrote an interesting review of the prospects for Apple’s iPhone in Japan. It looks like things will be tough. Most interesting was the list of things that Japanese phones do, that Apple’s new model doesn’t (yet):

– Contain IC chips that let you charge retail products to your phone and board trains with automatic ticket purchasing.
– Are equipped to read QR codes (special Japanese bar codes that allow consumers to access information like coupons and website data).
– Incorporate safety features like fingerprint scanners to prevent others from using your phone.
– Let you watch broadcast TV.
– Have much higher-resolution built-in cameras.
– Allow conference calling with up to five people.

January 17, 2007 at 2:59 pm 1 comment

Older Posts

the big switch of control – from companies to people

MindShare's unofficial uncorporate Asian blog


How to earn prime-time when you can no longer buy it

Monthly archive