In a recent survey conducted by LINE Research, Japanese consumer habits have been unveiled, shedding light on where and how people discover interesting products. The survey targeted a diverse age group, spanning from 13 to 79 years old, with a substantial sample size of 645,736 respondents.
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Where do Japanese People Discover Interesting Products?
The findings indicate that the primary platform for encountering appealing products is YouTube, capturing nearly 30% of the total responses. Television programs closely follow as the second most influential source, revealing a diverse landscape where individuals draw inspiration from various channels.
Breaking down the data by gender and age, intriguing trends emerge. For male demographics aged 10 to 30, YouTube dominates, with a staggering 50% among teenagers. Meanwhile, female audiences in their 10s to 40s show a preference for Instagram, especially pronounced in the 20 to 30 age group. Notably, both genders exhibit a shift towards traditional mediums like television and TV commercials as they age, with these elements making a prominent appearance in the preferences of those aged 50 and above.
Researching Interesting Products: The Digital Age Dilemma
Once Japanese consumers stumble upon something captivating, their next step is often digital. Google takes the lead in the quest for more information, dominating as the go-to search engine across all demographics. The younger population, aged 10 to 20, supplements their online research with a reliance on social media platforms such as YouTube, Instagram, and TikTok. Interestingly, as consumers age, there’s a noticeable shift towards utilizing established search engines like Yahoo! JAPAN.
The Deciding Factor: Product Reviews Hold the Key
When it comes to making the final decision on a purchase, product reviews and user comments play a pivotal role. Across all age groups, over 50% of respondents highlighted the significance of reviews in influencing their buying choices. Women aged 20 to 50 particularly lean heavily on reviews, with over 60% considering them a crucial factor.
In comparison, men tend to be more influenced by personal recommendations from friends and family. The survey reveals that information obtained offline, such as from in-store observations and discussions with acquaintances, continues to be relevant across all age groups.
Conclusion: The Intersection of Online and Offline Influence
This LINE Research survey offers a comprehensive snapshot of how Japanese consumers engage with products in a digital age. Despite the prominence of online platforms like YouTube and Google, the survey underscores the enduring influence of offline interactions, emphasizing the need for businesses to cultivate a balanced and integrated marketing approach. The findings also emphasize the pivotal role of user-generated content, with reviews and recommendations acting as powerful catalysts in the consumer decision-making journey. As global businesses enter the Japanese market, understanding and adapting to these nuanced consumer behaviors will be key to establishing meaningful connections and driving successful market penetration.
Source: LINEリサーチ
