May 8, 2012 – Deloitte Tohmatsu Consulting Co., Ltd.（Headquarters: Chiyoda-ku, Tokyo; Managing Partner: Akira Kondo） has published the results of the global “State of the Media Democracy” survey, conducted by Deloitte in six countries—the United States, the United Kingdom, Germany, France, Australia and Japan—including comparisons of the results for Japan with those from other countries, and an analysis of trends in the IT market in Japan.

• Japanese people are highly receptive to internet advertising, but relatively inactive in online social networking
• Japan has the lowest rate of smartphone ownership, but the highest level of interest in purchasing one (51%)
• Experience with online shopping via cell phone or smartphone in Japan (47%) far exceeds that of other countries
• Japan is the only country where online advertising is more influential than television advertising
• Use of social networking services (SNS) is not as widespread as in other countries, but general posting via blogs or microblogs, such as Twitter, is popular
• Experience with e-Book purchase in Japan, at 11%, is low compared to the US and UK

For further information please download the attached full news release.