Smartphones Sweeping the Tough Japanese Market?
In Japan, the market share of Google Pixel has seen a growth rate of 527%.
If Google’s smartphone brand was considered “weak” in the Japanese market in 2022, it has become the third-largest brand by 2023.
According to market analysis reports, if Google Pixel only accounted for 1.5% of the Japanese smartphone market in 2022, this figure would increase to 10.7% by 2023 – an impressive increase in just 2 years.
Currently, the gap between Google Pixel (third place) and Sharp (second place) is only 0.2%.
The 527% increase in the market share of Google Pixel is higher than the growth rate achieved by all their top competitors in Japan during the same period.
With this growth rate and the minimal gap between Google Pixel and Sharp, it is possible that Google Pixel could achieve the second position by 2024.
It should be noted that in 2023, Google launched the Pixel 8 series, and many users are awaiting the affordable Pixel 8a.
In 2024, users are also expecting the release of the Pixel Fold foldable smartphone and other devices in the Pixel 9 series.
The introduction of all these devices could boost Google’s smartphone market share in Japan. We also need to closely monitor whether Google Pixel can compete with Apple for the top position in Japan.
For comparison, Google Pixel is also experiencing impressive growth in the US, although not as astonishing as in Japan.
Japanese Consumers: Possible Reasons!
In an article published by Yahoo Japan in July 2023, writer Kenta Yamaguchi highlighted the following reasons for Google Pixel’s success in Japan:
“What makes Google Pixel smartphones sell well in Japan?”
Independent research points to the significant impact of partnerships.
In Japan, most high-priced smartphones are sold through carriers.
This also applies to Google Pixel, and these smartphones often come with discount programs and trade-in options, meaning users have more opportunities to buy them at affordable prices.
In particular, Softbank, a carrier, used to have a strong connection with the iPhone but recently expanded its Android lineup and seems to have contributed significantly to expanding the Pixel series – for example, by exclusively selling the Pixel 6 Pro in Japan.
In addition, for Japanese users, Google Pixel brings a distinctly “Japanese” feel.
For example, in 2021, the Pixel 5a (5G) was only released in Japan outside of the US and attracted attention (although this may be due to production limitations).
Furthermore, in Japan, there is a demand for specific chips for features like “Osaifu-Keitai” (a dedicated mobile payment system in Japan) – which is why the Pixel series also has models designed specifically for Japan.
Additionally, Japanese users feel secure owning a Google Pixel due to its user-friendly interface and regular updates… it has been warmly received thanks to its overall usability, which has become a standard for Android smartphones.”
