• Smartphone sales OS monthly market share Japan 2020

In March 2020, the Android operating system recorded a market share of around 51.2 percent, while iOS held a 52.8 percent market share. Android was the most widely used operating system in Japan throughout most of 2019 but ended the year with a market share below that of its nearest competitor, Apple's iOS. The two rivals dominate the Japanese market, holding a share of more than 99 percent between them.

Smartphone market in Japan

In terms of model, Apple iPhones have been dominating the smartphone market in Japan in the last decade. Although the ownership rate of smartphones in the country has been rapidly increasing, Japanese smartphone makers have not profited from this growth. The Japanese brands such as Sony, Panasonic, and Sharp, which have been providing highly advanced mobile phones to the nation, are currently not able to compete against Apple when it comes to smartphone sales.

Smartphone usage

Smartphones are becoming the most indispensable device in Japanese society, as revealed in a survey conducted in 2019. The household penetration rate of smartphones increased to around 83 percent from less than 10 percent in 2009. More than 63 percent of Japanese respondents used smartphones to access the internet, surpassing the share of those using computers as the primary device to use the internet. The smartphone games market is also a fast-growing industry in Japan, with its value reaching approximately 1.4 trillion Japanese yen in the fiscal year 2018.

Monthly market share held by smartphone operating systems in Japan from January 2013 to March 2020

	Android	BlackBerry	iOS	Windows	Other
Mar '20	51.2%	0%	48.7%	0%	0.2%
Feb '20	47.7%	0%	52%	0.1%	0.1%
Jan '20	46.4%	0%	53.4%	0.1%	0.1%
Dec '19	47.3%	0%	52.5%	0.2%	0.1%
Nov '19	51.6%	0%	48.1%	0.2%	0.1%
Oct '19	57.3%	0%	41.8%	0.5%	0.4%
Sept '19	59%	0%	39.9%	0.7%	0.4%
Aug '19	63.8%	0%	35%	0.6%	0.6%
Jul '19	61.7%	0%	37.5%	0.5%	0.3%
Jun '19	60.5%	0%	38.8%	0.3%	0.4%
May '19	56.4%	0%	43.2%	0.3%	0.1%
Apr '19	58.7%	0%	41%	0.2%	0.1%
Mar '19	56.4%	0%	43.4%	0.2%	0%
Feb '19	57.9%	0%	41.9%	0.1%	0.1%
Jan '19	54.6%	0%	44.9%	0%	0.5%
Dec '18	52.8%	0%	46.4%	0%	0.8%
Nov '18	57.1%	0%	41.9%	0%	1%
Oct '18	60.8%	0%	38.4%	0%	0.8%
Sep '18	70.6%	0%	28.2%	0%	1.2%
Aug '18	67.7%	0%	30.7%	0%	1.6%
Jul '18	60.8%	0%	37.6%	0%	1.6%
Jun '18	55.8%	0.2%	42.9%	0.1%	1%
May '18	51.6%	0.1%	47.5%	0.1%	0.7%
Apr '18	55.7%	0.1%	43.9%	0.1%	0.2%
Mar '18	54.8%	0%	44.8%	0.1%	0.3%
Feb '18	52.8%	0%	47%	0.1%	0.1%
Jan '18	48.7%	0%	51.1%	0.1%	0.1%
Dec '17	44.8%	0%	55.2%	0%	0%
Nov '17	48.4%	0%	51.5%	0%	0.1%
Oct '17	55%	0%	44.8%	0.1%	0.1%
Sept '17	66.5%	0.3%	33%	0.1%	0.1%
Aug '17	67.4%	0.3%	31.8%	0.4%	0.1%
Jul '17	61.4%	0.3%	37.9%	0.3%	0.2%
Jun '17	55%	-	44.6%	0.3%	0.2%
May '17	50.9%	-	48.4%	-	0.6%
Apr '17	55.9%	-	43.5%	-	0.5%
Mar '17	53.1%	-	45.1%	1.2%	0.5%
Feb '17	53.9%	-	44.8%	1.3%	-
Jan '17	49%	-	49.5%	1.5%	-
Dec '16	44.8%	0.3%	54.7%	0.2%	-
Nov '16	42.3%	0.3%	57%	0.4%	-
Oct '16	47.5%	-	51.7%	0.2%	0.3%
Sep '16	61.7%	-	37.4%	0.5%	0.3%
Aug '16	66.7%	-	31.9%	0.6%	0.8%
Jul '16	64.6%	-	34.1%	0.6%	0.6%
Jun '16	61%	0.2%	38%	0.3%	0.6%
May '16	58.8%	0.2%	40.6%	0.1%	0.3%
Apr '16	55.7%	0.3%	43.2%	0.1%	0.7%
Mar '16	51.7%	0.1%	46.8%	0.5%	0.9%
Feb '16	48.2%	0.1%	50.2%	0.5%	0.9%
Jan '16	48.7%	0%	50.3%	0.5%	0.5%
Dec '15	44.4%	1.2%	54.1%	0%	0.3%
Nov '15	44.7%	1.2%	53.7%	0.3%	0.2%
Oct '15	47.7%	-	50.3%	0.4%	1.6%
Sep '15	60.7%	-	38.3%	0.5%	0.5%
Aug '15	64.5%	0.9%	33.8%	0.3%	0.5%
Jul '15	62.9%	0.9%	35.1%	0.1%	0.9%
Jun '15	54.4%	0.9%	42.2%	-	2.5%
May '15	52.6%	0.1%	44.6%	0.1%	2.6%
Apr '15	51.6%	-	45.6%	0.2%	2.6%
Mar '15	52.3%	0.7%	45.1%	0.4%	1.4%
Feb '15	47.9%	0.7%	49.8%	0.3%	1.3%
Jan '15	45.4%	0.7%	52.4%	0.2%	1.3%
Dec '14	38.3%	0.1%	60.2%	0%	1.4%
Nov '14	42.4%	0.2%	53.8%	0.4%	0.2%
Oct '14	48.1%	0.6%	48%	0.5%	2.8%
Sep '14	64.5%	0.5%	31.3%	0.9%	2.7%
Aug '14	70.2%	0.5%	27.1%	0.9%	1.4%
Jul '14	69.3%	0%	28.8%	1.1%	0.8%
Jun '14	58.8%	0%	39.5%	0.9%	0.8%
May '14	47%	0%	51.7%	1.4%	0%
Apr '14	43.6%	9%	58.4%	1%	0%
Mar '14	41.5%	0%	57.6%	0.9%	0%
Feb '14	44.8%	0%	54.9%	0.2%	0.1%
Jan '14	39.6%	0%	59.7%	0%	0.7%
Dec '13	30.5%	0%	68.7%	0%	0.8%
Nov '13	30%	0.1%	69.1%	0%	0.8%
Oct '13	36.2%	0.3%	61.1%	0.4%	1.9%
Sep '13	50%	0.4%	47.2%	0.7%	1.7%
Aug '13	52.3%	0.3%	44.5%	0.7%	2.3%
Jul '13	50%	0%	49.1%	0.2%	0.8%
Jun '13	44.6%	0%	53.7%	0.3%	1.5%
May '13	46.5%	0.7%	49.6%	0.5%	2.6%
Apr '13	44.4%	0.8%	49.8%	0.6%	4.4%
Mar '13	46%	0.7%	49%	0.3%	3.9%
Feb '13	43.6%	0%	52.9%	0.4%	3.1%
Jan '13	41.9%	0.4%	56%	0.6%	1.1%

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Release date

June 2020

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Region

Japan

Survey time period

January 2013 to March 2020

Supplementary notes

The source tracks mobile phone behavior, including purchasing of phones, mobile phone bills/airtime, source of purchase and phone usage. The data excludes enterprise sales.

The source does not provide an exact publication date. Date given here is the day of data access.

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Monthly market share held by smartphone OS in Japan 2013-2020

Monthly market share held by smartphone operating systems in Japan from January 2013 to March 2020

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Monthly market share held by smartphone operating systems in Japan from January 2013 to March 2020

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