JULY 30, 2020
To News Organizations and Journalists
Mobile Content ForumThe 2019 total for mobile content related markets was 6,887.1 billion yen.
The mobile content market accounted for 2,337.8billion yen.
The mobile commerce market accounted for 4,549.3 billion yen.
(Unit: hundred million yen)

Market category

2016

2017

2018

YOY

2019

YOY

Mobile content market

18,757

21,10922,261

105%

23,378105%

Mobile commerce market

31,862

36,182

39,941

110%

45,493

114%

Mobile content reralted market

50,61957,291

62,202

109%

68,871

111%

Mobile Content Forum Survey

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Mobile Content Forum (MCF) conducted market research regarding the mobile content-related
market in 2019 (from January to December). We have announced the results of our mobile contentrelated market survey with regards to the "mobile content market", which consists of paid digitalcontent such as games and music, and the "mobile commerce market", which consists of 3 segments
including the shopping, services, and transaction segments. The total for the "mobile content-relatedmarket", combining both markets in 2019, was 6,887.1 billion yen for a positive year-on-year of 111%.
Since the business model of the "mobile content market" is different, calculations were made to
distinguish between the feature phone market and the smartphone market.

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The mobile content market accounted for 2,337.8 billion yen in 2019.
The feature phone market accounted for 28.1 billion yen and the smartphone market
accounted for 2,309.7 billion yen.
(Unit: hundred million yen)
2016

2017

2018

YOY

2019

YOY

*1

18,047

20,59021,882

106%

23,097106%

Feature phone market *2

710

519

379

73%

281

74%

Mobile content market

18,757

21,10922,261

105%

23,378105%

Smartphone market

Mobile Content Forum Survey*1 Smartphones (including tablets) are defined as terminals that are Internet connectible open operating systems thatcan make general use via applications and Web browsers. The smartphone market is defined as the market for
selling digital content (including applications) related to smartphones. Although game dedicated terminals, which
can download game titles, and notebook PCs are capable of connecting to the Internet, they have not been includedin this market.
*2 Feature phones are defined as conventional mobile phones that can make use of IP services for mobile phones
such as the i-mode. The feature phone market is defined as the market for selling digital content such as music andgames, based on a main model representing carrier charges on an official website related to feature phones.

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Breakdown of the 2019 Feature Phone Market(Unit: hundred million yen)
2016

2017

YOY

2018

2019

YOY

Game/SNS market *1

144

95

6158%

3864%

Mobile video market *2

5134

2475%

1571%

E-book market *3

4128

1966%

1268%

Music content market *4

198

151

10376%

10968%

Others276

211

17275%

10782%

Feature Phone market totals

710

519

37973%

28173%

Mobile Content Forum Survey*1 The "Game and social game market" refers to online games and paid content provided by SNS, etc. Thisincludes digital tools that can be bought such as avatars, and other items.
*2 The "Mobile video market" refers to paid video and movie content that can be used on smartphones, etc.
*3The "E-book market" refers to e-book content that can be used on smartpones,etc.
*4 The "Music content market" refers to paid music content that can be used on smartphones, etc.

4Breakdown of the 2019 smartphone market
The "game and social game market" accounted for 1,397.3 billion yen.
The "Mobile video market" accounted for 249.7 billion yen, and the "E-bookmarket"accounted for 327.3 billion yen.
The "music content market" accounted for 129.4 billion yen.
(Unit: hundred million yen)
2016

2017

2018

YOY

2019

YOY

Game/SNS market *1

11,836

13,632

14,116104%

13,97399%

Mobile video market *2

1,651

1,859

1,997

107%

2,497

125%

E-book market *3

2,062

2,419

2,684

111%

3,273

122%

939

1,033

1,152

112%

1,294

112%

Others

1,559

1,647

1,933

117%

2,060

107%

Smartphone market totals

18,047

20,59021,882

106%

23,097

106%

Music content market *4

Mobile Content Forum Survey*1 The "Game and social game market" refers to online games and paid content provided by SNS, etc.
This includes digital tools that can be bought such as avatars, and other items.
*2 The "Mobile video market" refers to paid video and movie content that can be used on smartphones, etc.
*3The "E-book market" refers to e-book content that can be used on smartphones,etc.
*4 The "Music content market" refers to paid music content that can be used on smartphones, etc.

5The market scale of the "mobile content market" in 2019 was 2,337.8 billion yen, which is up,providing a year-on-year increase of 105%. The market scale includes calculation divided between
the feature phone market, which is the market for selling digital content such as music and games,
based on a main model representing carrier charges on an official website related to feature phones,
and the smartphone market, which is the market for selling digital content (including applications)related to smartphones.
Among the figures for the market, the "smartphone market" experienced grow that 2,309.7 billion
yen for year-on-year growth of 106%. On the other hand, the "feature phone market" accounted for28.1 billion, shrank at only 74% of the previous year's figures.

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The mobile commerce market accounted for4,549.3 billion yen in 2019.
"Shopping" accounted for 2,289.8 billion yen.
"Services" accounted for 1,700.3 billion yen.
"Transaction" accounted for 559.2 billion yen.
(Unit: hundred million yen)
2016

20172018

YOY

2019

YOY

Shopping

16,055

18,297

20,438112%

22,898112%

Services

12,363

13,767

15,005

109%

17,003113%

Transaction

3,444

4,118

4,498

109%

5,592

124%

Mobile commerce market totals

31,862

36,182

39,941

110%

45,493

114%

Mobile Content Forum Survey

The "mobile commerce market" is divided into 3 category segments including the "shopping market"(market targeting general mail order shopping), the "services market" (market targeting performancetickets, travel tickets, airline tickets, train tickets, etc.), and the "transaction market" (market targetingsecurities transaction fees, auction transaction fees, public competition transaction fees, etc.). The"mobile commerce market", by combining the 3 segments" accounted for 4,549.3 billion yen for a yearon-year of 114%.
The "shopping market" for purchasing products accounted for 2,289.8 billion yen, providing a yearon-year of 112%. The "services market" accounted for 1,700.3 billion yen for a year-on-year of 113%.
The "transaction market" accounted for 559.2 billion yen for a year-on-year of 124%
The mobile commerce market combines the totals of the feature phone and smartphone market.
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◆Mobile Content Forum (abbreviated name: MCF)
Mobile Content Forum was established as an industry association consisting of businesses related tomobile content delivery services in order to further activate the mobile content environment. In orderto support the healthy development of mobile content related industries, we aim at achieving coexistence and co-prosperity with society as it builds smooth relationships between consumers andrelevant organizations. It is our mission to support the activities of our members and the industry. We
have a membership of 92 companies (as of August 2020), most of whom are content providers.

Inquiries regarding this release■Mobile Content Forum3rd Ito Building 603, Ebisu4-4-5, Shibuya-ku, Tokyo, Japan 150-0013
Contact us :https://www.mcf.or.jp/en/inquiry.html
URL：http://www.mcf.or.jp/en/
E-mail: info@mcf.or.jp

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