Mobile and mobile internet service adoption rates normally are expressed as a “percent of population” basis. While logical, that might tend to exaggerate further upside, once a market such as Japan has generally been developed to a high level.
The reason is demographics. “Population” includes infants and very-young children who are not generally expected to be candidates for using phones. In Japan, something on the order of 18 percent of people do not use mobile phones (perhaps 37 million people).
But some 20 million people in Japan are nine years old or younger. The point is that the addressable market for phone use is much less than you would expect, based on people who do not yet use mobile phones.
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