Contents
Introduction
With the start of new year, the health and fitness app market is booming, with users increasingly turning to digital solutions for their wellness needs in the goal of accomplishing their New Year’s resolutions. In this article, we’ll delve into a comprehensive comparison of the top 20 health and fitness apps available on the App Store and Play Store in Japan, uncovering insights into their strategies in keywords and creatives.
iPhone vs Android in Japan
Before we start our comparison, let’s take a look at the current OS share in Japan, based on the research done by MMD in September 2023.
- The division of iPhone vs Android users in Japan are almost equal being 50% vs 49.7%
- iPhone usage rate is highest among Japanese teenagers and 20s, Android usage rate is highest among people in their 60s.
- The younger Japanese people are, the likely they choose iPhone as their main smartphone
- Android has slightly more male users than female users.
Let’s also take a look at specific characteristics of iOS and Android users in Japan. Please take note that characteristics are general observations and may not apply universally within each consumer segment.
iOS Consumers Characteristics in Japan:
- Tech-Savvy and Early Adopters:
- Known for early adoption of new technologies.
- Eagerly embrace the latest iPhone models and operating system updates.
- Design and User Experience Conscious:
- Appreciate sleek design and user-friendly interface of Apple products.
- Value seamless integration between Apple devices for an intuitive user experience.
- High Engagement with Mobile Apps:
- Actively seek and download a variety of applications from the App Store.
- Embrace app-centric nature for socializing, entertainment, productivity, and lifestyle.
- Emphasis on Privacy and Security:
- Prioritize privacy and data security.
- Trust Apple’s strong stance on protecting user privacy and robust security features.
- Affluent and Brand-Conscious:
- Tend to have higher income levels.
- Brand-conscious, willing to invest in premium devices for quality, reliability, and prestige.
Android Consumers Characteristics in Japan:
- Diverse User Base:
- Represent a diverse demographic, spanning various age groups and income levels.
- Android devices cater to a wide range of price points, making them accessible.
- Customization and Flexibility:
- Appreciate the customization and flexibility offered by Android OS.
- Enjoy personalizing device appearance, choosing apps, and customizing settings.
- Value-Consciousness:
- Tend to be value-conscious when making purchasing decisions.
- Consider factors like specifications, pricing, and overall value for money.
- Embracing Local Brands:
- Show a willingness to embrace both global and local Android device brands.
- Local manufacturers like Sharp, Fujitsu, and Panasonic are popular choices.
- App Diversity and Open Ecosystem:
- Enjoy the vast app selection on Google Play Store.
- Take advantage of diverse apps for social media, gaming, productivity, and local services.
- Emphasis on Functionality:
- Prioritize functionality and practicality in device features.
- Appreciate expandable storage options and compatibility with third-party accessories.
- Strong Local Support and Communities:
- Benefit from robust local support networks and online communities.
- Engage actively in forums and social media groups to discuss Android-related topics.
Health & Fitness Apps Categories
- Among the top 20 apps in each stores, we were able to categorize the apps into 4 categories:
- Diet apps
- Self-management apps
- Fitness apps
- Medical apps
- More Play Store users downloads apps related to weight loss (Diet apps)
- App Store users are more into health tracking (Self-management apps) and fitness
Diet Apps Comparison
Diet Apps Sub-Categories
- App Store:
- Weight record
- Number of steps
- Dietary control
- Play Store:
- Number of steps
- Dietary control
Diet Apps Keywords
- The characteristics of iOS users being design and user experience conscious shows up on the keyword シンプル or simple, portraying the need of iOS users for a simpler way to use these diet apps.
- Since iOS users are also highly engaged with mobile apps, we can see the スタンプ (stamp) and チャレンジ (challenge) keywords that are usually related to the 歩数 (number of steps) x ポイ活 (point collecting activities) – the more you walk, the more you get points.
- As there are slightly more Android users for males, this could probably the reason why 筋トレ (muscle training) and 運動 (exercise / workout) keywords are frequent to top diet apps.
Diet Apps Creatives
- iOS users, being affluent and brand-conscious, Japan’s diet apps strategize their apps’ creatives into something that can show trust-worthiness for the brand, emphasizing the word “No. 1” and in their screenshots.
- Android users on the other hand, focuses on functionality, that’s maybe why apps that usually put graphs in their screenshots were able to secure top spots for health and fitness category.
Fitness Apps Comparison
Fitness Apps Sub-categories
- App Store:
- Gym
- Strength training
- Running
- Smart watch
- Play Store:
- Work out
- Smart watch
Fitness App Keywords
- iOS are also known to stick to Apple’s ecosystem. That’s why the keyword “apple” is highly a competitive keyword, as users are most probably seeking for apps that they can use together with their smart watches.
- Since iOS is majorly used by younger consumers, and majority of Android users in Japan are 40s-60s, we can probably get insights on what interests Japanese people have based on their age bracket.
Fitness App Creatives
- Many fitness apps in Japan are mostly from other countries, and most creatives are not yet to be properly localized. However, most apps tend to allow users to see training menus and plans.
Self-management Apps Comparison
Self-management Apps Sub-categories
- App store:
- Blood pressure (血圧)
- Brain Training (脳トレ)
- Mindfulness (マインドフルネス)
- Plastic Surgery/Facial Diagnosis (整形/顔診断)
- Massage (マッサージ)
- Goal Setting (目標)
- Play store:
- Blood pressure (血圧)
- Data Management (データ管理)
Self-management App Keywords
- Android consumers are usually value-conscious, often looking into features and specs. This is maybe why there are more emphasis on the features on the frequent keywords in the top self-management apps in Android.
Self-management App Creatives
- A pattern that can be seen with self-management apps’ creatives are the emphasis on the keyword 毎日 (daily) and “easy to see/visualize,” showing iOS users characteristics of being UX design conscious.
- Highlighting features, top Android apps in self-management sub-category often put emphasis on habit and visualization of tracking their progress. Phrases like “continuing a new habit for 30 days” and “managing habits and tasks to assist in achieving goals” can often be seen.
Medical Apps Comparison
Medical App Keywords
- We can also see a pattern on the users’ needs based on the frequent keywords on the top medical apps.
- Since there iOS users are mostly 10s-30s, we can see keywords for “sanitary items” and “pregnancy practices”
- While Android users are mostly 40s-60s, we can see that there’s more need for medical-related functions, keywords showing that need are “symptoms,” “examination,” and “reservation” (most probably for health check ups).
Medical App Creatives
- On examples shown above, iOS apps tend to care more on the artistic appeal for the screenshots, while Android apps emphasize the functionality more on their screenshots.
Conclusion
Japan is indeed a diverse country with distinctive preferences, and understanding these subtle differences can have a significant impact on persuading Japanese users to click that download button. It’s crucial to navigate these nuances with precision, tailoring your approach to align seamlessly with the preferences and expectations of the Japanese audience.
