Yahoo! has released information about the search terms most common in the first half of 2011 for its Sponsored Search partners. Unsurprisingly they include many phrases not seen in previous years, such as “TEPCO”, which was outside the top 100 in 2010 but is now number 17. The TEPCO mobile site alone saw a 66.88% increase in traffic in March 2011, compared to the previous month, making it the top climbing site that month by far, though we doubt anyone was celebrating those stats.
In signs that recession mentality has set in, terms like “second hand car” have also risen up the rankings. As last year, “youtube” is still top and slightly more banal newbies in the top 20 include music groups Arashi and AKB48.
These are just initial findings and are taken only from Yahoo! Sponsored Search ad key word results, though it’s clear that Japan’s “New Normal” will continue to affect everyone, from advertisers to web services, retailers and beyond.
Age Recognition for SNS Users
Softbank is to start offering age data to content suppliers from autumn. SNS and community sites will be able to engage with users if they have their permission. Currently the move is just planned for Gree and mixi.
When users access those sites via their mobile phones, whether they are new users or existing members, they will be asked if they agree to provide information on their age. If they refuse part of the page will not be visible. Those who agree will be able to find content appropriate to their demographic’s age band. It makes sense that teenaged mixi users will not want to see the same kinds of banners and content as a thirty-year old office worker. Softbank is also negotiating with Mobage to integrate the functionality with that site too.
Smartphones for Kids
Japan has always been ahead of the game when it comes to kids’ mobiles. Now KDDI has put together a plan for young Android smartphone users. The plan allows parents and guardians to limit and restrict the applicationschildren install and use, as well as the use of the wi-fi connection. The plan is free and can be downloaded fromAndroid Market.
[Looking at the currently sparse user reviews the rating for the app is not high at time of writing. The complaints seem to be that you cannot differentiate the settings and can only turn on the restrictions for everything by re-setting the phone, rather than limiting the use of certain apps etc. Savvy kids can also simply re-start the system in order to turn off the safety mode and use apps.
Top Japanese Corporation for SNS
In a survey by Agile Media Network (AMN) in early September of 300 companies, a list has emerged of the top 50 Japanese corporations who use SNS. Coca-Cola Japan came out as number one, followed by Suntory, Lawson, Universal Studios Japan, and Panasonic.
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