Japanese online shoppers have been found to prefer using browsers over apps. The result was consistent across both mobile and desktop devices, with desktop browsers being the most popular by far. According to a survey undertaken in late 2016 by JustSystems, 82% of digital buyers in the country use desktop browsers to purchase items online. This was followed by smartphone browsers, which were used by 43% of buyers. Smartphone apps came in third place, being used by 37% of respondents. The new figures gain more importance when looking into another study, by Criteo, which showed the impressive rise of mcommerce popularity in the Asia Pacific region. With this increase in online shopping, retailers must pay attention to Japanese consumers' habits, placing extra focus on the browser experience, in order to be successful.
