These insights are revealed in comScore Japan KK’s latest report on smartphone users in Japan from its comScore MobiLens service.

Females made up the remaining 38.5 percent of the audience or 5.6 million users. Half (51.8%) of the owners are under the age of 35, with persons aged 25-34 composing the largest cohort at 25.6% of the smartphone audience (3.7 million people).

The Kanto/Koushinestu region is home to the largest percentage of smartphone owners in Japan at 39.7% (5.8 million people). The Kansai region accounts for 19.6%, followed by Chubu (13.8%) and Kyushu (11.8%).

“Smartphones are an increasingly important part of Japanese mobile culture as a growing number of people adopt these devices,” said Daizo Nishitani, vice president of comScore Japan KK.

“Understanding the characteristics of smartphone users is critical for stakeholders across the mobile landscape, including handset manufacturers, operating systems, app developers, advertisers and publishers.”

Note: MobiLens service is now available with monthly data, offering companies additional insights into Japanese mobile behaviours.