Japan: Mobile Internet advertising is 15% of total Internet advertising

People often look to Japan to see where mobile advertising in the U.S. is headed. Here is a good statistic to consider.

Spending on mobile, Internet-based advertising was 15% of all spending on Internet advertising in Japan for the year 2009.

Note that this does not include advertising expenditures using mobile apps, or other non-Internet mobile advertising.

Dentsu published "2009 Advertising Expenditures in Japan" in the Spring of 2010

The report provides the following two data points:
1) Spending on mobile Internet-based advertising was 103.1 billion yen
2) Spending on Internet advertising was 706.9 billion yen

A simple calculation shows that mobile was 15% of the total.