Nielsen Digital survey finds that smart phone users in Japan were up 10% year on year to 67.52 million in May 2018. The largest growth by age segment was 27% in 50 years old or older, which was much higher than 3% in 35 to 49 years old and 1% in 18 to 34 years old.
The share of 50 years old or older smart phone users was 37% in the entire market, which was bigger than 33% in 35 to 49 years old or 30% in 18 to 34 years old.
The most popular service is LINE with a share of 15 to 16% in all age segments. In 18 to 34 years old and 35 to 49 years old segments, the second most popular service is Google, and in 50 years old or older Yahoo Japan. Interestingly, Pokemon Go is ranked the fifth in 50 years old or older segment.