Japanese search engines serve a market with an impressive internet penetration rate of 67.2%, making it ideal for digital marketing opportunities. Google dominates with approximately 82% market share, while Yahoo! Japan holds around 9%, and Bing maintains roughly 7%.
So understanding the search engine landscape in Japan requires more than just knowing Google Japan. We’ve compiled the nine best search engines in Japan in this piece, covering their market share and key features. This will help you make informed decisions for your digital strategy.
Google Japan
Market Share in Japan
Google commands 66.41% of the search engine market in Japan as of February 2026. This figure represents usage across devices of all types, though the numbers change when you look at desktop versus mobile separately. Google holds around 77% market share on desktop. Mobile search shows even stronger dominance at around 90%.
Google’s default status as the search engine on both Android and iOS platforms gives it the mobile advantage. Over 80% of Japanese searches occur on mobile devices. This makes mobile optimization critical for anyone who targets this market. Google’s market share across devices of all types reached 82% by 2025 and marked the highest level ever recorded in Japan.
Key Features and Capabilities
Google expanded AI Mode to Japanese in early 2026. This brought its most advanced search experience to the Japanese market. AI Mode is built on a custom version of Gemini 2.5 and breaks search questions into multiple options. It draws on a wider range of data to provide responses. The system can process images and video transcripts. This allows it to handle complex requests such as creating six-night travel itineraries in Kyoto or recommending restaurants.
The company developed dedicated versions of Gemini 2.5 for each language rather than using a single multilingual model. This acknowledges that localized AI requires specific development for each linguistic market. The approach ensures nuanced understanding of local information and cultural context.
Google entered Japan in 2001 and pursued strategic localization efforts. The partnership with NTT DoCoMo in 2006 merged Google’s search engine into the i-mode mobile platform. This increased reach among Japanese mobile users substantially. Google Maps was adapted to provide detailed navigation of Japan’s complex rail network and local business listings. The service has live events aggregation, local news and traffic updates tailored for Japanese users.
Yahoo! Japan has used Google’s search algorithms since 2011. This means optimization for Google improves visibility on Yahoo as well. Both platforms weight local factors such as local search traffic, user reviews and local relevance in their ranking algorithms.
Strengths and Limitations
Google’s strengths in Japan include larger search volume and advanced AI-driven bidding strategies for advertisers. Mobile performance remains strong with high-quality intent signals and integration with YouTube and display networks. The automation tools available in 2025 enable smarter targeting based on user behavior.
Competitive industries face higher cost-per-click rates on the downside. The platform experiences saturation from global advertisers and creates intense competition for English-language campaigns. Google’s Gemini captures only 2.2% share compared to ChatGPT’s 81% in the AI chatbot market. This suggests a gap between search dominance and conversational AI adoption.
AI-generated summaries reduced the frequency at which users click displayed links to 8% from 15%. Traffic to websites like Business Insider halved over three years due to AI search functions. This raises concerns about content publishers losing both traffic and revenue.
Best For
Google Japan works best for tech and SaaS companies, tourism businesses, ecommerce platforms, global brands entering Japan and app-based services. The platform excels when you target younger, mobile-centric audiences who prefer detailed search queries and visual content. Businesses that require high traffic volume and sophisticated automation benefit most from Google’s advanced targeting capabilities.
Yahoo! Japan
Market Share in Japan
Yahoo! Japan holds 7.5% of the search engine market in Japan as of February 2026. This positions it behind Google and Bing, but the platform maintains most important influence through its role as Japan’s number one web portal. The site receives 1.85B visits monthly with an average session duration of 11 minutes and 47 seconds. Visitors view an average of 5.76 pages per visit, which indicates strong engagement with the platform’s integrated services.
The portal generates 79 billion page views monthly. It reaches over 80% of internet users in Japan. Note that 98.46% of Yahoo.co.jp’s traffic originates from Japan, with 80.65% coming from mobile devices and 19.35% from desktop. This distribution is different from global search patterns, as Yahoo! Japan retains a substantial desktop user base among older demographics.
Key Features and Capabilities
Yahoo! Japan functions as a one-stop hub that combines search with news, weather, shopping, auctions, sports results, stock prices, train delays and disaster alerts. The platform operates over 100 services with numerous mobile apps that include Yahoo News, Yahoo Shopping, Yahoo Weather and Yahoo Navigation.
LY Corporation expanded the AI-powered Shopping Assistant in October 2025 to cover 276 product categories across 16 segments. The system asks users up to three questions before it generates recommendations based on their responses. Categories now include fashion, food, cosmetics, furniture, kitchen goods, sporting equipment and baby products. Users who search for shampoo answer questions about hair and scalp concerns before they receive up to five product recommendations. The assistant uses Google Cloud’s Vertex AI and incorporates product evaluation data from the comparison platform MyBest.
Yahoo! Chiebukuro serves as a community-driven Q&A section where users pose questions and receive answers from other users. The platform merges e-commerce options and connects users to ZOZOTOWN for fashion and Ikyu.com for hotel bookings within its ecosystem.
Strengths and Limitations
Yahoo! Japan offers less bidding competition in many industries when you match it against Google. This results in lower cost-per-click rates for traditional sectors like real estate, travel and finance. The platform provides audience segments unique to Japan that include local sports fans (sumo), regional event followers and izakaya diners.
The platform enjoys high trust among Japanese consumers, especially those aged 40-65 who use it daily for news, weather and search. This demographic prefers desktop browsing and values the platform’s familiar, unchanged interface. Yahoo’s early partnership with SoftBank and mobile carriers led to default installation on millions of phones during the 2000s, which created lasting user loyalty. Millions still use Yahoo Mail as their primary email provider and this keeps them within the Yahoo ecosystem.
Google users in Japan skew younger and mobile-first. Yahoo users tend to be older, more conservative and rooted in local habits. The platform requires content that is localized rather than simple translations, as Japanese consumers prefer content that feels made for Japan. Campaigns need longer timelines and desktop-friendly creatives.
Best For
Yahoo! Japan works best for brands that target middle-aged and older adults (40-65+), traditional industries with lower digital competition, businesses that need cultural segmentation based on local behaviors, and companies entering the Japanese market who want to build trust through established platforms. The platform suits B2B and B2C brands that aim to reach users across multiple touchpoints with integrated advertising across search, display and native formats.
Bing Japan
Market Share in Japan
Bing captures 24.27% of the search engine market in Japan as of February 2026. Microsoft positions it as the second-largest search platform. This figure masks a most important device divide. Desktop searches account for 15.51% market share, while mobile usage drops to just 0.59%. The stark contrast reflects Bing’s strength among business users and its deep integration with Windows operating systems.
The platform achieved a market share of 21.35% on desktop computers. Default installation on Windows devices drives this performance. Many corporate networks and government institutions use Bing as their standard search engine. Mobile performance remains marginal at 0.75%, a figure that indicates substantial ground to cover against competitors.
Key Features and Capabilities
Bing introduced Deep Search in late 2023, a feature powered by OpenAI’s GPT-4 that transforms simple queries into detailed descriptions. A user searches “how do points systems work in Japan,” and Deep Search expands this into detailed parameters. The system requests explanations of various loyalty card programs, benefits and requirements. The system then gathers relevant web pages and ranks them according to how well they match the expanded description.
Regular Bing searches assess millions of web pages. Deep Search evaluates ten times that volume to surface more informative results. The process takes about 30 seconds against one second for standard searches. This makes it suitable for topics that need deeper exploration rather than quick lookups.
Copilot, Microsoft’s AI-powered assistant, integrates into Bing’s search results. Based on GPT-4, Copilot answers complex questions and creates information summaries. This integration keeps Bing visible despite tepid mobile adoption rates.
The Japan geocoder relies on Zenrin data covering 99.6% of the country. The system handles 36.1 million rooftop address points and over 250,000 places of interest. Japanese address geocoding presents complexity due to three native character sets plus Romaji (romanized Latin script). The geocoder processes addresses whatever the input order and handles multiple spelling variants, such as “Konan” instead of “Kounan”.
Strengths and Limitations
Bing excels with strong video search capabilities and precise keyword targeting. The platform emphasizes multimedia content and social media integration. Technical search queries mixing English and Japanese terminology work well. B2B services and enterprise solutions benefit from Bing’s business-oriented user base.
Desktop users aged 30-55 form the core demographic. The audience skews male and concentrates in corporate settings. Higher usage appears among those over 50, a contrast with younger, mobile-first audiences on competing platforms.
Bing maintains healthy desktop traction. Mobile presence remains the main limitation. The platform also holds smaller overall market share against search engines in Japan, which potentially affects data diversity and relevance.
Best For
Bing Japan works best for B2B services that target business professionals and enterprise software providers. Technical products that need hybrid language queries fit well. Companies integrated within Microsoft’s ecosystem benefit most. The platform suits advertisers who seek lower competition in desktop-focused campaigns and businesses that serve corporate networks where Bing serves as the default search option.
Infoseek Japan
Market Share in Japan
Infoseek Japan launched in 1996 as a joint venture between Infoseek Corporation and Kanematsu Corporation, with ownership split 40% and 60% respectively. The platform ranked among the top three search service providers in Japan during the late 1990s and generated sales estimated at more than 1 billion yen. But the platform operated as a minor player among Excite, Alta Vista, and Lycos during this period.
The search engine landscape moved in the early 2000s with Google’s rise and its robot-type search engine technology. Infoseek’s search functionality diminished, and the brand name became unused in North America while continuing operations solely as Infoseek Japan. Infoseek no longer functions as a search engine in Japan and holds no measurable market share in the search category for 2026.
Key Features and Capabilities
Rakuten acquired the Infoseek Japan platform and partnered with Microsoft in 2011 to change Infoseek Mail into a co-branded service powered by Windows Live. The transition occurred in September 2011 and enabled existing users to retain their @infoseek.jp email addresses while gaining access to Microsoft’s suite of online services.
The renewed Infoseek Mail platform brought unlimited email capacity to users who previously faced storage restrictions. File sharing capabilities expanded and allowed users to share up to 10GB of photos and Office documents through a single email via Windows Live SkyDrive. Users can draft and edit Microsoft Office documents in the browser without requiring desktop software installation.
Communication features include video and voice calls through Windows Live Messenger integration. Storage allocation provides 25GB on Windows Live SkyDrive for photos and files. Improved measures against unsolicited email boosted security for Infoseek Mail users.
Strengths and Limitations
Infoseek Japan’s main strength lies in serving users who established @infoseek.jp email addresses during the platform’s search engine era and prefer keeping these legacy accounts. The Microsoft partnership delivered enterprise-grade email infrastructure with strong storage and collaboration tools.
Infoseek holds no relevance as a search engine in Japan. The platform exists purely as an email service rather than a discovery or information retrieval tool. Businesses seeking search visibility gain nothing from including Infoseek in their strategy. The change from search provider to email service reflects broader market consolidation where smaller players either disappeared or pivoted to niche services.
Best For
Infoseek Japan serves existing email users keeping legacy @infoseek.jp addresses who value continuity over switching providers. The platform suits people comfortable with Microsoft’s ecosystem and requiring generous storage allocations for personal or light business communication. Infoseek offers zero value in 2026 for search engine marketing, SEO, or user acquisition purposes.
Excite Japan
Market Share in Japan
Excite Japan holds a market position that remains difficult to calculate in the search engine landscape. The platform’s shop search function generates about 82,900 visits per month, though this represents portal traffic rather than pure search volume. The bounce rate sits at 54.63%. Users leave the site often, and the platform redirects them to Yahoo! Japan when they attempt searches.
Excite functions as a portal rather than a standalone search provider, unlike the dominant search engines in Japan. The platform’s search technology relies on Yahoo! Technology. It serves as a gateway to Yahoo’s search results rather than operating independent algorithms.
Key Features and Capabilities
The company started in 1997 and has its headquarters in Tokyo. Excite Japan operates as a subsidiary of XTech Corporation following an acquisition in October 2018. The company transformed into Excite Holdings, which now manages three business segments: Platform Business (direct-to-consumer services and counseling), Broadband Business (fee-based services), and SaaS/DX Business (cloud management software).
The Excite portal links search engines and media with entertainment services. Users access online searching, email, blogs, weather information, and subway navigation. News covers domestic topics, overseas events, entertainment, and sports. Additional services include phone fortune telling, marriage matching, and consultation for various life issues. The platform also offers recipe databases, children’s wear shopping, translation tools, and study abroad resources.
Excite Japan positions itself with blogging tools available at blog.excite.co.jp combined with shop search functionality. The platform offers multimedia features including music streaming with traditional searching capabilities. This differentiates it from pure search-focused competitors.
Strengths and Limitations
Excite Japan maintains awareness among Japanese internet users familiar with legacy portals from the early 2000s. The integrated approach combining multiple services creates a one-stop destination. Users seeking news, weather, and specialized consultation services find them within a single platform.
However, the reliance on Yahoo! Technology for search results eliminates any unique search value proposition. Users conducting searches through Excite get redirected to Yahoo! Japan, which explains the high bounce rate. The platform competes against both Google and Yahoo while offering no proprietary search algorithms or ranking factors.
Financial performance shows challenges. Net income fell 53.98% from 400.07 million to 184.12 million yen despite revenue increasing 17.86%. The market capitalization decreased 31.85% from 7.72 billion to 5.26 billion yen between April 2023 and March 2026.
Best For
Excite Japan serves users seeking a portal experience combining multiple services rather than pure search functionality. The platform suits people who established accounts during its early years and prefer maintaining continuity with familiar interfaces. Businesses targeting older demographics comfortable with legacy Japanese portals may find value in portal advertising. Search visibility requires focusing on Google or Yahoo! Japan though.
Biglobe Search
Market Share in Japan
BIGLOBE operates as one of Japan’s largest Internet access providers rather than a standalone search engine. The platform doesn’t appear in mainstream search engine market share data for February 2026, suggesting its position outside the top competitors. BIGLOBE functions as a portal and ISP that offers search services as part of a broader ecosystem of digital tools.
Key Features and Capabilities
BIGLOBE provides portal sites covering travel, entertainment, animation, games, and music. The platform analyzes word-of-mouth and popularity information through original Internet services. It delivers various search services based on advanced technologies and pursues new possibilities through developments such as Burst Keyword Ranking, which presents the latest trends.
The WebryBlog system addresses content generation and community engagement needs. BIGLOBE developed a Profile function that displays a list of reviews posted across CGM (Consumer Generated Media) platforms of all types. This enables coordinated control of reviews posted to more than two CGM sites and creates a unified view of user-generated content across different properties.
The WebryMap function links blogs with maps and CGM sites. Users can attach maps to blog posts without complicated procedures through a WYSIWYG interface. The system adds metadata including latitude, longitude, genre, and evaluation to blog comments. This automatically creates and accumulates enriched area information. Future integration with mobile phones equipped with GPS functions will allow users to post blog articles with maps while outside.
BIGLOBE Travel integrated CGM functions into more than 3,000 nationwide sightseeing spot information pages as of January 2007. The platform continues to introduce CGM functions across BIGLOBE portal sites to accelerate site quality enrichment and increase user numbers.
The email service emphasizes secure webmail access with spam filtering, customizable notifications, and mobile-responsive design. Users can attach files and manage contacts. They can apply labels or filters to streamline inbox organization.
Strengths and Limitations
BIGLOBE’s strength lies in blending search with portal services. This creates a connected experience across travel planning, blog content, and community reviews. The word-of-mouth information collection engine improves CGM content quality while it maintains area-specific relevance.
BIGLOBE lacks visibility as a primary search destination in Japan. The platform serves existing customers within its ISP and portal ecosystem rather than competing with Google, Yahoo, or Bing for general search traffic.
Best For
BIGLOBE works best for existing ISP customers seeking integrated portal services and travel planners researching Japanese destinations through community-generated content. The platform suits bloggers wanting to share location-based reviews. It works well for users who value word-of-mouth information and local area insights over pure search functionality.
Naver Japan
Market Share in Japan
Naver Corporation, a Korean technology company, doesn’t capture measurable market share as a search engine in Japan. The platform’s influence in the Japanese market stems from its LINE messaging app, which has over 200 million monthly active users throughout Japan and Southeast Asia. Naver operates search engine services through its portal. The company’s Japanese presence focuses on communication and enterprise tools rather than competing with Google or Yahoo for search traffic.
Line Works dominates the Japanese business chat market. It has held the top position for seven consecutive years since 2017. The enterprise collaboration tool secured nearly 590,000 corporate clients and 5.8 million users as of January 2025. Annual revenue grew about 40% each year and surpassed 16 billion yen by July 2025. Naver’s total revenue from Japan reached 899.2 billion won in 2024. This represented 8.4% of the company’s global revenue and marked a sevenfold increase from 126.4 billion won in 2020.
Key Features and Capabilities
Line Works is an all-in-one mobile service for enterprises. It handles messaging, email, scheduling and video conferencing from mobile devices. The platform took advantage of Japanese workplace culture, where employees prefer not sharing personal phone numbers for work and need mobile-based field communication over office-based systems.
The company introduced AI-powered features. Line Works AI Note launched in November 2024 and Line Works Roger in February 2025. Roger converts voice messages into text like walkie-talkie functionality. AI-driven cloud cameras and image recognition-based document processing boost field automation.
Naver’s broader platform has Clova AI assistant, Papago translation, Whale browser, Maps and Webtoon. The company maintains business operations in Japan, the US, UK, China, Vietnam, Taiwan and Thailand.
Strengths and Limitations
Naver’s strength comes from enterprise communication tools designed for Japanese business practices. Line Works addresses cultural priorities around workplace communication and creates strong adoption among corporate clients. The platform’s AI integration keeps it competitive as businesses seek automation solutions.
Naver lacks presence as a search engine in Japan. Businesses seeking search visibility get nothing from optimizing for Naver’s search platform.
Best For
Naver Japan serves enterprises that need mobile-first collaboration tools, companies targeting Japanese business professionals through LINE’s ecosystem and organizations needing culturally adapted workplace communication platforms.
DuckDuckGo Japan
Market Share in Japan
Privacy concerns drive DuckDuckGo’s presence in the Japanese market, where it captures 0.62% of search engine traffic as of February 2026. This represents a small fraction compared to dominant players, but the platform attracts a highly engaged and loyal audience that grows more vocal about ethical technology. Japan’s growing awareness of data security and desire for greater control over personal information fits well with DuckDuckGo’s strict no-tracking policy.
Key Features and Capabilities
DuckDuckGo operates in a fundamentally different way from Google. It refuses to track users or personalize results. The platform delivers objective and unpersonalized results that allow users to explore information without being confined to echo chambers. !Bang Commands enable users to search specific websites directly from the DuckDuckGo search bar, while Instant Answers provide concise information directly on search results pages for common queries.
The mobile interface caters to Japan’s mobile-first priorities, with high smartphone penetration rates driving on-the-go information access. Ad targeting relies on keyword-based parameters without tracking. Ads appear based on search queries rather than user behavior.
Strengths and Limitations
DuckDuckGo processes approximately 50 million queries daily. It attracts privacy-conscious professionals such as journalists, researchers, and activists who require data protection. Young adults raised in the digital age value transparency and control over their data. Expatriates and international residents benefit from accurate translations and unbiased search results when navigating life in Japan.
Advertisers face less competition. This results in lower cost-per-click rates. Campaigns can achieve up to 50% more profitable dollar-for-dollar ROI compared to Google. Users convert at higher rates given their intent-driven searches and privacy-conscious nature.
The downside is that DuckDuckGo lacks granular targeting options such as demographics, location, and interests available on Google. Translation issues surface from time to time, as evidenced by verification tests displaying confusing Japanese terminology.
Best For
DuckDuckGo Japan works best for privacy-related products and services, brands positioning themselves as ethical and privacy-focused, and campaigns where keywords drive user intent rather than demographic targeting. The platform suits businesses serving tech-savvy audiences who prioritize data protection over tailored content.
Comparison Table
Comparison Table: Japanese Search Engines 2026
| Search Engine | Market Share (Feb 2026) | Primary User Demographics | Key Strengths | Best Use Cases | Special Features |
|---|---|---|---|---|---|
| Google Japan | 66.41% overall; 77% desktop; 90% mobile | Younger, mobile-centric audiences | Largest search volume; Advanced AI-driven bidding; Strong mobile performance; YouTube/display network integration | Tech/SaaS companies; Tourism; Ecommerce; Global brands; App-based services | AI Mode with Gemini 2.5; Image and video transcript processing; Live events aggregation; Live traffic updates |
| Yahoo! Japan | 7.5% | Ages 40-65; Desktop users; Conservative demographics | Lower CPC rates; High consumer trust; Unique Japanese audience segments; Less bidding competition | Traditional industries (real estate, travel, finance); B2B/B2C targeting middle-aged adults; Cultural segmentation needs | AI-powered Shopping Assistant (276 product categories); Yahoo! Chiebukuro Q&A; Integrated e-commerce; 100+ services |
| Bing Japan | 24.27% overall; 15.51% desktop; 0.59% mobile | Ages 30-55; Business professionals; Corporate users; Desktop-focused | Strong video search; Precise keyword targeting; Lower competition; B2B user base | B2B services; Enterprise software; Technical products; Microsoft ecosystem integration | Deep Search with GPT-4; Copilot AI assistant; Zenrin geocoder (99.6% Japan coverage); Handles 3 Japanese character sets |
| Infoseek Japan | No measurable market share (not a search engine) | Legacy email users | Unlimited email capacity; 25GB storage; Microsoft infrastructure | Existing @infoseek.jp email users only | Email service only; Windows Live integration; 10GB file sharing; Office document editing in browser |
| Excite Japan | Not quantified (portal traffic ~82,900/month) | Legacy portal users; Older demographics | Multi-service portal integration; Familiar interface that established users recognize | Portal advertising; Users seeking combined services (news, weather, consultation) | Uses Yahoo! Technology for search; Blogging tools; Phone fortune telling; Marriage matching; Recipe database |
| Biglobe Search | Not in top market share data | ISP customers; Travel planners; Bloggers | Integrated portal services; Word-of-mouth information; Area-specific content | Existing ISP customers; Travel research; Location-based reviews | Burst Keyword Ranking; WebryBlog with Profile function; WebryMap for location-based posts; CGM integration |
| Naver Japan | No measurable search market share | Enterprise users; Business professionals | LINE Works dominance (590,000 corporate clients); Mobile-first collaboration | Enterprise communication; Business professionals via LINE ecosystem | LINE Works (messaging, email, scheduling); AI Note; Roger voice-to-text; Clova AI assistant; Papago translation |
| DuckDuckGo Japan | 0.62% | Privacy-conscious professionals; Journalists; Researchers; Young adults; Expatriates | No user tracking; Lower CPC rates; 50% better ROI potential; Higher conversion rates | Privacy-related products; Ethical brands; Intent-driven campaigns | !Bang Commands; Instant Answers; Keyword-based ad targeting only; 50M daily queries globally |
Conclusion
Given these points, understanding Japan’s search engine world requires looking beyond Google’s dominance. Each platform serves distinct audience segments. Yahoo! Japan captures older demographics, Bing excels in enterprise settings, and DuckDuckGo attracts privacy-conscious users.
Your platform choice should line up with your target audience and business objectives. Tech companies and younger audiences gravitate toward Google. Traditional industries often find better ROI on Yahoo! Japan with lower competition and cost-per-click rates.
The key is matching your strategy to where your specific audience searches. Test multiple platforms and track performance metrics. Allocate budget based on results rather than defaulting to Google alone.
FAQs
Q1. Which search engine dominates the Japanese market? Google is the most dominant search engine in Japan, commanding approximately 66.41% of the overall market share as of February 2026. Its dominance is even stronger on mobile devices, where it holds around 90% market share, compared to 77% on desktop.
Q2. What makes Yahoo! Japan different from other search engines? Yahoo! Japan functions as a comprehensive web portal rather than just a search engine, offering over 100 integrated services including news, weather, shopping, auctions, and community Q&A through Yahoo! Chiebukuro. It maintains strong trust among users aged 40-65 and typically offers lower cost-per-click rates for advertisers compared to Google.
Q3. Why does Bing have such different market shares between desktop and mobile in Japan? Bing captures 24.27% of the overall Japanese search market but shows a stark divide between devices—15.51% on desktop versus only 0.59% on mobile. This difference stems from Bing’s default installation on Windows operating systems and its popularity among business users and corporate networks, while mobile users predominantly choose other platforms.
Q4. Are there Japanese real estate listing websites similar to Zillow? Yes, Japan has several major real estate listing platforms. The two most popular are AtHome and Suumo, which serve as the Japanese equivalents to Zillow, providing comprehensive property listings and real estate information for the Japanese market.
Q5. What unique features does DuckDuckGo offer for Japanese users? DuckDuckGo provides privacy-focused search without user tracking or personalized results, which appeals to Japan’s growing privacy-conscious audience. It offers features like !Bang Commands for direct website searches and Instant Answers for quick information, while maintaining a mobile-friendly interface suited to Japan’s mobile-first preferences.
