New Market Research Report: Portable Players in Japan

From: Fast Market Research, Inc.
Published: Sun Dec 20 2015

Both e-readers and portable media players struggled in 2015 due to strong competition from smartphones and tablets. These devices offer increasingly good quality applications that replace the functions of portable players, enabling the reading of e-books and playing music and video content. These applications are meanwhile available mostly free or at affordable prices, usually less than \100. Widening ownership of smartphones and tablets is thus reducing the need to buy separate portable players.

Competitive Landscape

E-readers was dominated by Amazon at the end of the review period, with this player also seeing the strongest gain in retail volume share in 2015 and rising to 51%. This represents an impressive increase from 2012, when Amazon first gained a significant share in e-readers and accounted for 29%. Amazon, like second-ranked Rakuten, benefited strongly from investing in e-reader apps and driving growth in this area. Consequently, many consumers are attracted by the convenience offered by Amazon's Kindle and Rakuten's Kobo, which enable e-books to be easily read across a number of devices. Rakuten thus also gained share in 2015, rising by a percentage point to 23% share. While both players saw retail volume decline for sales of e-readers in the year, their sales remained more resilient in comparison to overall sales.

Full Report Details at

Industry Prospects

Smartphones and tablets will continue to erode interest in both e-readers and portable media players in the forecast period. The widening availability of larger smartphones or "phablets" is notably set to pose strong competition to e-readers, thanks to offering a convenient size for reading. Leading e-reader players such as Amazon and Rakuten will meanwhile further shift their focus to e-reader apps in the forecast period, further hastening decline for this area. The popularity of music streaming services and a desire to carry fewer electronic devices will meanwhile impact sales of portable media players heavily in the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Portable Players industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Portable Players industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Portable Players in Japan market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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