Japan’s biggest online retailers now have more smartphone traffic than desktop site users

Japan’s most visited sites saw PC traffic decline by between 10 and 20 percent in 2014, while access from smartphones rose rapidly, according to a Nielson survey published this week. Online retailers saw the most marked changes, with some experiencing as much as a 60 percent rise in mobile internet traffic.

It’s easy to see this shift to mobile as part of a wider global trend – after all, Americans already spend more time accessing the internet via mobile and tablet apps than with computers. But smartphone use in Japan looks a little different. When Japanese consumers use smartphones to access the internet, it is mostly via mobile web browsing, rather than dedicated apps.

Join us after the jump as we take a closer look at the what and why of these suprising survey results.

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