Insights
Notes for overseas teams working out Japan: search share, advertising spend, channels and sequencing. Every figure carries its source, its period and the date we checked it — including the ones that do not flatter a sales pitch.
Published 6 August 2026
Internet advertising crossed half of Japan's total ad spend in 2025, for the first time. What the official numbers say, which channels do what — search, paid, LINE, social — and a first-90-days sequence ordered so the cheapest learning comes first.
Published 6 August 2026
Google's reported share in Japan runs from about 60% to over 80%, depending on the source. Split the data by device and the contradiction resolves: twelve months of desktop and mobile figures, what Yahoo! JAPAN actually is, and what to do about it.
These articles exist to support decisions, not to fill a blog. If your question is closer to "what should we do about our own site," the faster route is a free fit and scope review, or the fixed-scope US$250 Snapshot. The commercial pages are here: Japan SEO services and Japanese website localization.