comScore Measures the Digital World – Interview with Daizo Nishitani

I recently had the pleasure to interview Mr. Daizo Nishitani, Vice President of comScore Japan K.K.  comScore is a global leader in measuring the digital world, and reports on market-specific measurement of Internet usage for more than 41 single countries around the globe. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena. Mr. Nishitani is responsible for new business development and expanding sales of comScore products and services throughout Japan.

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I came across comScore while looking for information about social media usage in Japan and have been very happy with their industry reports and insights.  In particular, their most recent white paper “The Power of Like”  is an incredible analyis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. Click on the image to the right to access the site to download this very critical white paper.


Daizo Nishitani

1) Tell us a bit about your background and what bought you to comScore.

I’ve been involved in the marketing & digital media industry for more than 10 years at various companies including Viacom and Walt Disney Company (Japan), started from Dentsu Inc after I graduated from university.

2) Tell us about comScore and specifically the mission of comScore Japan.

comScore Inc. is the largest & global leader in measuring the digital world and the preferred source of digital marketing intelligence. comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising effectiveness, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise to provide additional depth to these data insights. Across the digital industry, companies (including advertisers, publishers, agencies, marketers and financial analysts) turn to comScore for industry-leading insights in order to craft successful digital strategies in an increasingly complex digital landscape.

3) What are the most interesting trends comScore Japan has discovered about digital media/marketing in Japan?

It’s a known fact that social networking penetration on desktop/laptop computers is very limited compared to other countries across the globe. Rather Blog sites are widely accessed with many unique users throughout Japan spending a significant amount of minutes on these sites. Please click the image below for the complete report.

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Another trend in Japan, is the significant use of mobile media compared to other markets. Please click the image below for the complete report.

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4) Japanese people tend to prefer being anonymous users on the internet.  Do you think social media platforms like Facebook and LinkedIn will becomes more popular in Japan even though they require the use of real names?

Although these sites have lagged behind in penetrating the Japanese market compared to other markets across the globe, these types of social networks are beginning to witness local market adoption in Japan as people become more familiar and comfortable with the concept of a “public profile.”

For the time being though, social interaction that allows for anonymity (such as blogs) will still be very popular and I would say more popular than sites such as Facebook and LinkedIn that require a real-name profile. As we’ve seen in the social networking market before, success often hinges on a strong network effect, which says that the more people in the network the more useful it becomes to others and the more incentive there is to participate. Time will tell if sites such as Facebook and LinkedIn will reach critical mass in Japan.

5) What is your vision for comScore Japan in the future?

comScore Japan will continue to provide the digital industry with access to trusted data and insights to help companies better navigate the digital landscape. As the digital environment continuously evolves, comScore will continue to bring innovative solutions to the industry to address various needs such as measuring advertising effectiveness and understanding shifting consumption trends due to the growing use smartphones and tablets.


Thank you Nishitani-san for your time and comments.  If you want to learn more about comScore visit there site here.

About the author

Peter Sterlacci Peter Sterlacci is known as “Japan’s personal branding pioneer.” In a country where fitting-in is the norm, Peter’s mission is to pioneer a ‘cultural shift’ by helping Japanese to stand out in a global environment. An avid cyclist, he combines cycling imagery with personal branding strategy to empower his clients to shift gears and sprint to career success. Follow Peter on Google+