Increasingly complex consumer touchpoints and marketing challenges driven by the widespread use of social media and smartphones

「当社グループが属するインターネット広告市場は、社会のデジタル化に伴って着実に成長を続けており、2025年の市場規模は４兆459億円（前年比10.8％増）となりました。」

「The internet advertising market reached ¥4.0459 trillion in 2025, up 10.8% year on year. Japan's total advertising expenditure in the same year was ¥8.0623 trillion, up 5.1% year on year and a record high. Internet advertising expenditure accounted for 50.2% of Japan's total advertising expenditure, indicating that internet advertising is supporting and driving the advertising market as a whole.」

「The internet advertising market in which the Group operates continued to grow steadily alongside society's digitalisation, reaching ¥3.6517 trillion in 2024, up 9.6% year on year. Japan's total advertising expenditure in the same year was ¥7.6730 trillion, up 4.9% year on year and a record high. Internet advertising expenditure accounted for 47.6% of Japan's total advertising expenditure, indicating that internet advertising is supporting and driving the advertising market as a whole.」

「The internet advertising market reached ¥3.6517 trillion in 2024, up 9.6% year on year. Japan's total advertising expenditure in the same year was ¥7.6730 trillion, up 4.9% year on year and a record high since the survey began. Internet advertising expenditure accounted for 47.6% of Japan's total advertising expenditure, indicating that internet advertising is supporting and driving the advertising market as a whole.」

「The internet advertising market in which the Group operates continued to grow steadily alongside society's digitalisation, reaching ¥3.3330 trillion in 2023, up 7.8% year on year. Japan's total advertising expenditure in the same year was ¥7.3167 trillion, up 3.0% year on year and a record high since the survey began. Internet advertising expenditure accounted for 45.5% of Japan's total advertising expenditure, indicating that internet advertising is supporting and driving the advertising market as a whole.」

「The internet advertising market in which the Group operates continued to grow steadily alongside society's digitalisation, reaching ¥3.3330 trillion in 2023, up 7.8% year on year. Japan's total advertising expenditure in the same year was ¥7.3167 trillion, up 3.0% year on year and a record high since the survey began. Internet advertising expenditure accounted for 45.5% of Japan's total advertising expenditure, indicating that internet advertising is supporting and driving the advertising market as a whole.」

「Companies are also accelerating efforts to focus on social media-based marketing, and the social media marketing market is expected to expand 17.0% year on year to ¥1.0899 trillion in 2023.」

「The internet advertising market in which the Group operates continued to grow steadily alongside society's digitalisation despite the impact of the spread of COVID-19, reaching ¥3.0912 trillion in 2022 and accounting for 43.5% of Japan's total advertising expenditure. Japan's total advertising expenditure in 2022 was ¥7.1021 trillion, up 4.4% year on year and the highest since the survey began. (Note 1)」

「Companies are also accelerating efforts to focus on social media-based marketing, and the social media marketing market is expected to expand 17.0% year on year to ¥1.0899 trillion in 2023.」

「The internet advertising market in which the Group operates continued to grow steadily alongside society's digitalisation despite the impact of the spread of COVID-19, reaching ¥3.0912 trillion in 2022, up 14.3% year on year, and accounting for 43.5% of Japan's total advertising expenditure. Japan's total advertising expenditure in 2022 was ¥7.1021 trillion, up 4.4% year on year and the highest since the survey began.」

「The internet advertising market in which the Group operates continued to grow steadily despite the impact of the spread of COVID-19, reaching ¥2.7052 trillion in 2021, up 21.4% year on year, and exceeding total advertising expenditure across the four mass media for the first time. Japan's total advertising expenditure in 2021 was also ¥6.7998 trillion, up 10.4% year on year, recovering from the decline in the previous year caused by the spread of COVID-19.」

「Companies are also accelerating efforts to focus on social media-based marketing, and the social media marketing market is expected to expand 23.0% year on year to ¥931.7 billion in 2022.」

「The internet advertising market in which the Group operates continued to grow steadily despite the impact of the spread of COVID-19, reaching ¥2.7052 trillion in 2021, up 21.4% year on year, and exceeding total advertising expenditure across the four mass media for the first time. Japan's total advertising expenditure in 2021 was also ¥6.7998 trillion, up 10.4% year on year, recovering from the decline in the previous year caused by the spread of COVID-19. As the internet has become infrastructure for society as a whole, the various platforms, websites and web services accessible online have become indispensable sources of information for consumers. In particular, social media, which enables users to obtain real-time information disseminated by a wide variety of accounts, is having an increasing influence on consumers' awareness and purchasing behaviour. Companies are also accelerating efforts to focus on social media-based marketing, and the social media advertising market expanded from ¥248.8 billion in 2020 to ¥316.8 billion in 2021.」

「The internet advertising market in which the Group operates continued to grow steadily despite the impact of the spread of COVID-19, reaching ¥2.7052 trillion in 2021, up 21.4% year on year, and exceeding total advertising expenditure across the four mass media for the first time.」

「As social media's influence on consumers' awareness and purchasing behaviour grows, companies are also accelerating efforts to focus on social media-based marketing. As a result, although Japan's total advertising expenditure recorded negative growth for the first time in 9 years in 2020, the internet advertising market in which the Group operates continued to grow, up 5.9% year on year, expanding to ¥2.2 trillion, a market comparable in size to advertising expenditure across the four mass media (according to Dentsu Inc.), and this trend is expected to continue.」

「At the same time, restrictions on going out and travel during the COVID-19 pandemic accelerated the shift of overall consumer spending online, while companies also accelerated the digitalisation of their marketing activities. As a result, although Japan's total advertising expenditure recorded negative growth for the first time in 9 years in 2020, the internet advertising market in which the Group operates continued to grow, up 5.9% year on year, expanding to ¥2.2 trillion, a market comparable in size to advertising expenditure across the four mass media (according to Dentsu Inc.), and this trend is expected to continue.」

「At the same time, restrictions on going out and travel accelerated the shift of overall consumer spending online, while companies also accelerated the digitalisation of their marketing activities. As a result, although Japan's total advertising expenditure recorded negative growth for the first time in 9 years in 2020, the internet advertising market in which the Group operates continued to grow, up 5.9% year on year, expanding to ¥2.2 trillion, a market comparable in size to advertising expenditure across the four mass media (according to Dentsu Inc.).」

「Japan's internet advertising market, in which the Group operates, has seen advertisers shift budget from mass advertising in television, newspapers and magazines to internet advertising, with the market growing at a double-digit rate for 6 consecutive years. As a result, internet advertising expenditure reached ¥2.1048 trillion in 2019, exceeding television media advertising expenditure for the first time (according to Dentsu Inc.). However, the spread of COVID-19 has significantly changed consumers' lifestyles and their needs for products and services, while creating an uncertain economic outlook. As a result, many companies, including the Group's customers, have reduced advertising budgets and reviewed their advertising methods.」

「In Japan's internet advertising market, where the Group operates, advertisers have been shifting budgets from mass advertising on television, newspapers and magazines to internet advertising, and the market has achieved double-digit growth for six consecutive years. As a result, internet advertising expenditure in 2019 exceeded television media advertising expenditure for the first time, reaching ¥2,104.8 billion, according to Dentsu Inc. However, the spread of COVID-19 has significantly changed consumers' lifestyles and their needs for products and services, creating an uncertain economic outlook. Many companies, including the Company's client companies, have consequently reduced advertising budgets and reviewed their advertising methods.」

「In Japan's internet advertising market, where the Group operates, advertisers have been shifting budgets from mass advertising on television, newspapers and magazines to internet advertising, and the market has achieved double-digit growth for six consecutive years. As a result, internet advertising expenditure in 2019 exceeded television media advertising expenditure for the first time, reaching ¥2,104.8 billion, according to Dentsu Inc.」

「However, the current situation is expected to further increase the importance of digital media and social media for consumers and promote their use as information touchpoints, as well as the use of web services such as e-commerce. Accordingly, over the medium to long term, the Group expects demand for the digital marketing and e-commerce services it provides to increase further.」

「Japan's internet advertising market expanded rapidly in 2018, rising 16.5% year on year to ¥1,758.9 billion, according to Dentsu Inc., while the number of social media users also continued to increase annually. The e-commerce market reached approximately ¥17.9 trillion in 2018, according to the Ministry of Economy, Trade and Industry.」

「Japan's internet advertising market expanded rapidly in 2018, rising 16.5% year on year to ¥1,758.9 billion, according to Dentsu Inc., while the number of social media users also continued to increase annually. The e-commerce market reached approximately ¥17.9 trillion in 2018, according to the Ministry of Economy, Trade and Industry.」

「Japan's internet advertising market expanded rapidly in 2018, rising 16.5% year on year to ¥1,758.9 billion, according to Dentsu Inc., while the number of social media users also continued to increase annually. The e-commerce market reached approximately ¥17.9 trillion in 2018, according to the Ministry of Economy, Trade and Industry.」

「Japan's internet advertising market expanded rapidly in 2017, rising 15.2% year on year to ¥1,509.4 billion, according to Dentsu Inc., while the number of social media users has continued to increase annually. The e-commerce market also reached approximately ¥16.5 trillion in 2017, according to the Ministry of Economy, Trade and Industry.」

「Japan's internet advertising market expanded rapidly in 2017, rising 15.2% year on year to ¥1,509.4 billion, according to Dentsu Inc., while the number of social media users has continued to increase annually. The e-commerce market also reached approximately ¥16.5 trillion in 2017, according to the Ministry of Economy, Trade and Industry.」

「Japan's internet advertising market expanded rapidly in 2017, rising 15.2% year on year to ¥1,509.4 billion, according to Dentsu Inc., while the number of social media users has continued to increase annually. The e-commerce market also reached approximately ¥16.5 trillion in 2017, according to the Ministry of Economy, Trade and Industry.」

「The Company expects the digital shift in corporate marketing initiatives to advance further due to the spread of smartphones and the increase in social media users. As consumers' information touchpoints and purchasing behavior undergo major changes, the means of delivering appropriate information to consumers at the appropriate time are becoming more complex.」

「The rapid spread of social media and growth in e-commerce users in recent years, together with changes and diversification in consumers' values, have created an environment in which companies are strongly required to adopt new marketing methods unlike conventional mass marketing.」

「The rapid spread of smartphones and the growing number of social media users are accelerating the trend toward companies actively using social media in their marketing activities.」

「The rapid spread of smartphones and the growing number of social media users are accelerating the trend toward companies actively using social media in their marketing activities.」

「The rapid spread of smartphones and social media has brought dramatic changes in consumers' information touchpoints and purchasing behavior, making corporate marketing challenges increasingly complex.」

「The rapid spread of smartphones and social media has brought dramatic changes in consumers' information touchpoints and purchasing behavior, making corporate marketing challenges increasingly complex.」