TOKYO, Nov 20 (Reuters) - Japan's Nikkei average fell 1.1 percent on Friday, with Advantest Corp and other tech shares hit after disappointing U.S. data fed concerns about the economic recovery and tech shares fell on a brokerage downgrade.

Sony Corp opened down 3.2 percent after it announced a new business strategy in which it pushed back an elusive target of an operating profit margin of 5 percent to March 2013, though it also said it aimed to make its LCD TV and game operations profitable next year.

The benchmark Nikkei lost 103.93 points to 9,445.54 in the first few minutes of trade, while the broader Topix fell 0.8 percent to 830.90.

(Reporting by Elaine Lies)

((elaine.lies@thomsonreuters.com; +81 3 6441 1807; Reuters Messaging:elaine.lies.reuters.com@reuters.net))

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