comScore, a leader in measuring the digital world, released data that showed that Japanese Internet users watched videos on YouTube and other Google sites the most in December 2012. Google’s video sites 
received most hits as compared to NicoVideo but users spent 240% more time on the site. The 2013 Japan Digital Future in Focus report provides a comprehensive overview of the Japanese digital market and examines how the prevailing trends in web and mobile usage, online video, social media, digital advertising, and e-commerce are defining the current marketplace and what these trends mean for marketers. NicoVideo, a video sharing site owned by Dwango allows its users to easily overlay their comments directly on the video based on events occurring in the video, creating a sense of a shared watching experience.
Key highlights from the report include:
Japan’s online audience tends to be older than the global average, with only 34% of Internet users below 35 years of age and twice the global average of users above 55 years.,
54% of Japanese mobile users are above 45 years old, the highest percentage among the Developed Markets.
86% of all Internet users in Japan visit online retail sites, amongst the highest in the world, ahead of the world average by 9%.
Japanese entertainment and online video sites are very popular, with Japanese Internet users spending almost twice the amount of time on these sites compared to all Internet users in APAC. Twitter reaches more users than any other social network in Japan.
YouTube is the most popular Japanese entertainment site in terms of unique visitors, but users spend 240% more time on NicoVideo than they do on YouTube. Source - comScore (Oct 15, 2013)
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