eMarketer reports on Japanese internet use and advertising.

As in many countries with an experienced online population, and as borne out by recent data from Video Research Ltd., internet usage in Japan is higher than usage of all other types of media besides television.

This robust usage begs a look at how online ad spending measures up. The simple answer is that online ad spending is growing very strongly in yen terms. According to Nomura Research Institute, total spending will grow by 35 percent this year and will continue to increase through 2010.

For comparison, 265 billion yen was equivalent to $2.4 billion in 2005. Based on exchange rate forecasts from the Economist Intelligence Unit, 359 billion yen will be the equivalent of $3.2 billion this year and Nomura's projection of 643 billion yen will equate to $6.7 billion.

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