日本在线购物网站ZOZOTOWN用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSOnline

shops:

ZOZOTOWNshoppers

in

JapanConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofZOZOTOWN

shoppers

in

Japan:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

ZOZOTOWN

shoppers

inJapan(’’brandusers’’)

againstJapanese

onlineshoppers

ingeneral(’’category

users’’),

and

theoverall

Japanese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Japan)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsZOZOTOWN

is

the

sixth

most

used

online

shop

in

Japan

with

Amazon

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsinJapanAmazonRakuten55%45%Yahoo!

ShoppingYodobashi

CameraUNIQLO21%11%11%11%ZOZOTOWNauPay8%6%6%4%Bic

CameraNITORI.st4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=507,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:ZOZOTOWN

shoppers

in

JapanManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsZOZOTOWN

ismore

popularamongMillennials

thanother

onlineshops.Ahappy

relationship

ismore

importanttoZOZOTOWN

shoppers

than

to

otheronlineshoppers.Itstands

out

that23%

ofZOZOTOWNshoppers

they

prefer

express

shipping.ZOZOTOWN

shoppers

access

theinternet

viaasmart

TVmore

often

thantheaverage

onlineshopper.ZOZOTOWN

ismore

popularamongfemale

online

shoppers

thanmaleonlineshoppers.17%

ofZOZOTOWN

shoppers

areinnovators

or

early

adopters

ofnewproducts.Fashion

and

beauty

arerelativelyprevalent

interests

of

ZOZOTOWNshoppers.ZOZOTOWN

shoppers

tendtobemoreactiveon

social

media

than

other

onlineshoppers.ZOZOTOWN

hasalarger

share

ofshoppers

with

alow

income

thanotheronlineshops.Arelatively

highshare

ofZOZOTOWNshoppers

think

thatpoverty

isanissuethatneeds

to

beaddressed.Socializing

isarelatively

popularhobbyamong

ZOZOTOWN

shoppers.ZOZOTOWN

shoppers

rememberseeing

adson

social

media

more

oftenthan

other

onlineshoppers.ZOZOTOWN

shoppers

are

more

likely

toliveincities

withover

1millioninhabitants

than

onlineshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+ZOZOTOWN

ismore

popular

among

Millennials

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersinJapanBrand

users28%51%19%2%Category

usersAllrespondents18%17%34%33%37%40%12%10%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ZOZOTOWN

ismore

popular

among

female

online

shoppers

than

male

onlineshoppersDemographic

profile:

genderGenderofconsumersinJapanBrand

users28%72%Category

usersAllrespondents49%50%51%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202343%

of

ZOZOTOWN

shoppers

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinJapan43%38%36%34%

34%23%21%18%

18%8%6%6%4%4%2%2%

2%1%0%

0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

onlineshoppers,

n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ZOZOTOWN

has

a

larger

share

of

shoppers

with

a

lowincome

than

other

onlineshopsDemographic

profile:

incomeShare

ofconsumersinJapan

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users44%16%41%Category

usersAllrespondents36%33%31%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

ZOZOTOWN

shoppers

are

relatively

likelyto

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinJapanlive30%27%26%24%23%23%23%21%19%17%16%15%11%7%6%4%

4%2%1%

1%Other0%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morehouseholdrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023ZOZOTOWN

shoppers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

online

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinJapan36%36%28%24%24%21%20%17%14%14%13%13%10%

10%8%6%4%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

allrespondentsConsumer

Insights

Global

as

of

August

20238%

of

ZOZOTOWN

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinJapanBrand

users8%89%4%Category

users

4%Allrespondents

4%88%8%88%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

onlineshoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

ZOZOTOWN

shoppers

than

to

otheronline

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinJapan87%79%77%68%58%57%44%45%36%42%37%36%24%19%26%17%17%24%17%20%18%9%7%6%7%

7%5%5%4%2%Havingagood

timeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsLearningnew

thingsTobesuccessful

Anhonest

andrespectable

lifeAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

ZOZOTOWN

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofZOZOTOWNshoppersinJapan66%57%51%45%43%

42%40%39%38%36%35%34%33%28%28%28%

24%22%26%26%19%17%22%14%19%16%15%15%14%13%Fashion&beautyMovies,TVshows&musicFood

&diningTravelHealth

&fitnessVIPs&celebritiesFinance&economyFamily

&parentingArts&literatureSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Socializing

is

a

relatively

popular

hobby

among

ZOZOTOWN

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofZOZOTOWNshoppersinJapan42%37%33%31%30%26%23%21%21%21%20%17%15%18%17%17%16%15%15%15%14%

14%Pets11%10%9%8%8%

9%5%5%TravelingCooking/bakingReadingVideo

gamingOutdooractivitiesTech

/computersDoing

sportsandfitnessGardeningandplantsSocializingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

frominthe

past12

months?";

Multi

Pick;Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023ZOZOTOWN

shoppers

are

more

likely

to

go

hiking

than

other

online

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofZOZOTOWNshoppersinJapan13%11%9%9%9%9%8%8%8%8%6%5%5%4%3%3%

3%3%3%

3%3%2%1%1%

1%1%1%1%1%1%HikingRunning/JoggingFitness,aerobics,cardioSoccerTableTennisYoga

/PilatesAmericanFootball

/FlagFootballCyclingDancingVolleyball

/Beach

VolleyballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=11,

ZOZOTOWN

shoppers,

n=83,online

shoppers,

n=563,

all

respondentsConsumer

Insights

Global

as

of

August

202313%

of

ZOZOTOWN

shoppers

follow

baseballConsumer

lifestyle:

sports

followedTop10

sports

followed

byZOZOTOWNshoppersinJapan16%13%11%11%9%7%6%4%4%4%4%4%4%4%4%3%3%

3%Golf3%3%2%2%2%2%1%

1%1%0%0%

0%BaseballSoccerBoxingAthleticsBasketballCyclingField

hockeyHandballMotorsports(track&field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=9,

ZOZOTOWN

shoppers,

n=83,online

shoppers,

n=676,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

23%

of

ZOZOTOWN

shoppers

they

prefer

express

shippingConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inJapan53%43%39%39%36%34%35%30%26%23%19%6%6%5%5%When

Iplanamajor

Customer

reviews

on

theIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletWhen

Iorder

anitem,

I

Iamexcited

aboutusingprefer

express

shipping

Augmented

&VirtualReality

while

shoppingpurchase,Ialwaysdosome

researchon

the

internet

firstinternet

are

very

helpfulBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=507,

allrespondentsConsumer

Insights

Global

as

of

August

202317%

of

ZOZOTOWN

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinJapan50%45%43%32%32%27%20%19%15%8%3%3%2%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

ZOZOTOWNshoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ZOZOTOWN

shoppers

think

thatpoverty

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Japan

accordingtoZOZOTOWNshoppers57%51%47%50%49%48%42%40%34%31%25%26%24%25%29%24%28%28%28%26%20%24%25%23%21%

21%21%20%18%16%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityPovertyClimatechangeEducationDefense

&foreign

affairsCrimeUnemployment

EnvironmentBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";Multi

Pick;Base:n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

ZOZOTOWN

shoppers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinJapanBrand

users17%45%51%19%19%19%Category

usersAllrespondents14%15%11%52%13%23%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past12

months?";

Multi

Pick;

Base:

n=53,

ZOZOTOWN

shoppers,

n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsZOZOTOWN

shoppers

access

the

internet

via

a

smart

TV

more

often

than

theaverage

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinJapanuseregularlyto

accesstheinternet98%91%

91%57%52%47%30%27%26%25%23%23%21%20%17%17%16%15%15%12%11%8%

8%8%

8%6%

6%SmartphoneLaptopTabletSmart

TVDesktop

PCGaming

console

Streaming

device

Smart

speakersAllrespondentsSmartwatchBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=53,

ZOZOTOWN

shoppers,n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023ZOZOTOWN

shoppers

tend

to

be

more

active

on

social

media

than

other

onlineshoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinJapan

by

type49%38%30%25%24%29%28%27%26%18%26%25%22%

22%22%21%21%14%21%21%13%19%11%17%16%15%14%13%13%11%11%11%10%9%6%

6%FollowedpeopleLiked

posts

SentprivatePostedpictures/videosCommentedon

postsLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=53,

ZOZOTOWN

shoppers,n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023ZOZOTOWN

shoppers

tend

to

listen

to

digital

music

content

more

often

thanonline

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinJapanhave

been

using

inthepast4weeks83%

78%76%57%48%43%

43%31%43%38%34%

34%27%26%26%26%22%

23%22%22%

22%Daily21%20%19%

17%17%15%14%9%7%6%6%4%TVDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesMovies

/cinemaRadioMagazinesOnlinemagazinesPodcastsWeeklynewspapersnewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

you

bought

somethingfromin

the

past

12

months?";

Multi

Pick;Base:n=53,

ZOZOTOWN

shoppers,

n=428,

onlineshoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023ZOZOTOWN

shoppers

remember

seeing

ads

on

social

media

more

often

thanother

online

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereZOZOTOWNshoppersinJapan

havecome

across

digitaladvertisinginthepast4weeks49%40%

36%35%34%30%30%27%24%29%26%24%21%17%21%18%15%19%19%

14%14%19%18%17%

14%12%11%11%10%9%Social

media

Search

engines

Video

portalsEditorialwebsitesandappsVideo

streamingservicesBlogs/forumsNewslettersWebsitesandappsof

brandsOnlinestoresOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:n=53,

ZOZOTOWN

shoppers,n=507,

online

shoppers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023ZOZOTOWN

shoppers

remember

ads

they

saw

on

TV

more

often

than

otheronline

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinJapanhavecome

across

non-digital

advertisinginthepast4weeks70%61%57%36%33%32%23%23%21%21%20%19%10%16%16%15%14%

14%

13%14%14%13%11%9%OnTVDirectly

inthestoreOnadvertising

By

mailshot

/

AtthemoviesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=53,

ZOZOTOWNshoppers,

n=507,