日本购物行为分析报告-培训课件外文版2024.4

CONSUMERS

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BRANDSShoppingbehaviorinJapanCHAPTER

01OverviewAverageannualrealwagesinJapanfrom2001to2022(inmillionJapaneseyen)AverageannualrealwagesJapan2001-20225.04.64.64.64.64.54.54.54.54.54.54.54.54.54.54.54.54.44.44.44.44.44.44.54.03.53.02.52.01.51.00.50.02001

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2022*4Description:In2022,theaverageannualrealwageforfull-timeworkersinJapanamountedtoapproximately4.4millionJapaneseyen.Thisconstitutedadecreasefromanaverageannualrealwageofaround4.5millionyenrecordedin2018.

ReadmoreNote(s):Japan;2001to2022;*Preliminaryfigures.

Figuresarein2022constantprices.Datareferstoaverageannualwagesperfull-timeandfull-yearequivalentemployeeinthetotaleconomy.

100Japaneseyenequal0.71U.S.dollarsor0.64[...]

ReadmoreSource(s):OECDAveragemonthlyconsumptionexpendituresperhouseholdinJapanfrom2014to2023(in1,000Japaneseyen)MonthlyconsumptionspendingperhouseholdJapan2014-2023300251.48249.7247.13246.4247.32242.43243.46244.2325020015010050233.57235.08020142015201620172018201920202021202220235Description:In2023,theconsumptionspendingofJapanesehouseholds,includingworkers'andnon-workers'households,amountedtoabout247.3thousandJapaneseyenpermonth.Foodmadeupthelargestexpensecategoryamonghouseholds.Despiteaslightincreaseinrecentyears,theannualaverageofmonthlyconsumptionexpendituresofhouseholdswaslowerthanin2014.ReadmoreNote(s):Japan;2014to2023;7,999households;totalhouseholdsincludingworkers'andother/nooccupationhouseholdsSource(s):MinistryofInternalAffairsandCommunications(Japan);StatisticsBureauofJapanAveragemonthlyconsumptionexpendituresperhouseholdinJapanin2023,bycategory(in1,000Japaneseyen)MonthlyconsumptionspendingperhouseholdJapan2023,bycategoryMonthlyexpenditureinthousandJapaneseyen20

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4001050607080FoodTransportationandcommunicationCultureandrecreationHousing67.0834.932520.1419.87Fuel,lightandwaterchargesMedicalcare11.969.827.516.59FurnitureandhouseholdutensilsClothingandfootwearEducationOtherconsumptionexpenditures44.456Description:In2023,Japanesehouseholdsspentanaverageofaround247.3thousandJapaneseyenpermonthongoodsandservices.Thelargestexpenseitemwasfood,withroughly67.1thousandyeninconsumptionexpenditurespermonth.

ReadmoreNote(s):Japan;2023;consolidatedfiguresofone-personandtwo-or-more-personhouseholdsSource(s):MinistryofInternalAffairsandCommunications(Japan);StatisticsBureauofJapanMostpopularchannelstopurchaseconsumergoodsinJapanasofDecember2023MostpopularshoppingchannelsinJapan2023Shareofrespondents0%10%20%30%40%50%60%70%80%80%90%SupermarketsnearbyConveniencestores42.2%Onlinemarketplace(Amazon,Rakuten,Yahoo,etc.)Large-scaleshoppingcenter,shoppingmallsPersonaldelivery(consumercoops,etc.)Departmentstores26.8%26.6%9.2%7.7%6.1%2.8%Shoppingstreet,standalonestoresOnlinesupermarkets(Ito-Yokado,SevenNet,etc.)Fleamarketapplication(auctionsites)Manufacturers'officialonlinestoresOthers2.3%2%3.8%7Description:Brick-and-mortarstoreswerethemostpopularshoppingchannelsforconsumergoodsinJapanasrevealedinasurveyconductedinDecember2023.Supermarketsledtheranking,with80percentofrespondentsstatingthattheyfrequentstoresnearbytobuynecessities.Conveniencestoresfollowedinsecondplace,regularlyvisitedby42.2percentofrespondents.ReadmoreNote(s):Japan;December21to24,2023;5,000respondents;15yearsandolder;multipleanswerswereallowedSource(s):CAAPreferredpurchasechannelsforconsumergoodsinJapanasofApril2023,byproductcategoryPreferredstoretypesforconsumersgoodsinJapan2023,bycategoryShareofrespondentsSplitbetweenin-storeandonline60%BoughtinstoresBoughtonline80%0%20%40%100%7%

3.7%6.2%14.2%15.6%21%28.5%120%FoodstuffDailynecessitiesLuxurygoods*Clothing89.3%80.7%13.1%68.4%66.3%17.5%18.1%Cosmetics62.7%16.3%Gifts**52.3%19.3%Travel27.8%13.7%58.4%8Description:Japaneseconsumersmostlypreferin-storeshoppingchannelsoveronlinepurchaseswhenbuyingconsumergoodsasrevealedinanApril2023survey.Foodstuffwasthecategory,whichwasmainlyboughtinphysicalstores,whereasonly3.7percentofrespondentsstatedtobuyediblesmainlyonlineandanothersevenpercentmakinguseofboth-onlineandofflineshopping.ReadmoreNote(s):Japan;April2023;5,000***;20-79years;*Luxurygoodsincludeluxurybrands,jewelries,andwatches.**Giftsincludemid-yearandyear-endgifts.

***Thesurveywasconductedamong5,000respondents.Thisquestionwasdirectedatthe[...]

ReadmoreSource(s):DeloitteCHAPTER

02ExpenditureAveragemonthlyexpenditureongoodsandservicesorderedovertheinternetperhouseholdinJapanin2023,byproduct(inJapaneseyen)AveragemonthlyhouseholdexpenditureononlinepurchasesinJapan2023,byproductAveragemonthlyexpenditureinJapaneseyen05001,0001,5002,0002,5003,000Accommodationservices,fare,packagetours*2,8292,796FoodHomeelectronics1,182Women'sclothing955Tickets868862809769744701646Accommodationservices,fare,packagetours**InsuranceGiftitemsBeveragesCosmeticsHealthfoodDelivieries556527Men'sclothing10Description:In2023,theaveragemonthlyhouseholdexpenditureontravel-relatedservicesreachedover2.8thousandJapaneseyen,accountingforthelargestitemamonggoodsandservicesorderedovertheinternet.Intotal,monthlyhouseholdonlinespendingthatyearreachedaround20thousandJapaneseyen.ReadmoreNote(s):Japan;2023;21,512householdsnationwide;averageannualfiguresbasedonmonthlysurveys;*Paymentontheinternet.**Paymenton-site.***Includingmusic,video,personalcomputerandTVgamesoftware.****Music,video,[...]

ReadmoreSource(s):StatisticsBureauofJapanAveragemonthlyhouseholdexpenditureonfoodinJapanin2023,bycategory(inJapaneseyen)MonthlyaveragehouseholdfoodexpensesinJapan2023,bytypeExpenditureinJapaneseyen6,00002,0004,0008,00010,00012,00011,55914,000EatingoutPreparedfoodVegetablesandseaweedMeat10,5756,9715,9575,6875,173ConfectioneryGrainsFishandseafoodBeverages4,6014,563DairyproductsandeggOil,fatsandseasoningsAlcoholicbeveragesFruits3,3973,0412,9522,57811Description:In2023,householdsinJapanspentonaverageover11thousandJapaneseyenpermonthoneatingout,whichrepresentedthecategorywiththehighestfoodexpenditures.Thatyear,thetotalaveragemonthlyexpendituresofJapanesehouseholdsonfoodstuffexceeded67thousandyen.ReadmoreNote(s):Japan;2023;7,909households;totalhouseholdsincludingworker'sandother/no-occupationhouseholdsSource(s):MinistryofInternalAffairsandCommunications(Japan);StatisticsBureauofJapanAverageannualhouseholdexpenditureonsoapandcosmeticsproductsinJapanin2022,bytype(inJapaneseyen)ToiletrieshouseholdexpenditureinJapan2022,bytypeHouseholdexpenditureinJapaneseyen02,0004,0006,0008,00010,00012,00014,00016,000BathandfacialsoapSkincream5,2823,7453,434SkinlotionShampoo3,1073,082ToothpasteHairconditionerHairdressingpreparationsandtonicsFoundation2,2722,2421,7821,3251,303MilkylotionHaircolorLipstick508Othercosmetics13,94412Description:In2022,Japanesehouseholdsspentover42thousandJapaneseyenonaverageonsoapandcosmetics,outofwhichbathandfacialsoapaccountedforthelargestshare.Householdexpenditureonskincreamsreachedover3.7thousandyen,representingtheleadingmoisturizer-typeproduct.ReadmoreNote(s):Japan;2022Source(s):e-Stat(Japan);MinistryofInternalAffairsandCommunications(Japan)AnnualaverageexpenditureontransportationandcommunicationperhouseholdinJapanin2022,byexpenseitem(in1,000Japaneseyen)AnnualexpensesfortransportandcommunicationperhouseholdJapan2022,byitemExpendituresinthousandJapaneseyen050100150200250PrivatetransportationCommunication224.88126.96Publictransportation50.4313Description:In2022,householdsinJapanspentaround224.9thousandJapaneseyenonprivatetransportation.Amongthesethreeexpenseitems,spendingonprivatetransportationwashighest,followedbycommunication-relatedexpenses.

ReadmoreNote(s):2022Source(s):e-Stat(Japan);MinistryofInternalAffairsandCommunications(Japan)CHAPTER

03OfflineandonlineLeadingreasonstoprefershoppingatphysicalstoresinJapanasofFebruary2023MajorreasonstoshopatphysicalstoresinJapan2023Shareofrespondents10%

20%0%30%40%50%60%59.2%70%Icanlookattherealproduct(possibletotryitout)Icangetitinrealtime40.9%38.4%ItdoesnotcostshippingfeeItischeaperinphysicalstoresItisnotsoldonline20.5%18.5%Icandiscusswiththestaff/storeclerkIcantakealookattheproducttogetherwithsomebodyOthers14.2%12%1%Idonotbuyatphysicalstores7.9%15Description:ThepossibilityoflookingattheactualproductwastheleadingreasonwhyconsumersinJapanpreferredphysicalstoresovere-commercewebsites.AsrevealedinasurveyconductedinFebruary2023,over59percentofrespondentsstatedthattheypurchasedatbrick-and-mortarstoresbecausetheycanlookatandtryoutaproductbeforepurchase.Owningtheproductinrealtimerightaftercheckingoutwasanotherreasonforfavoringphysicalretail.

ReadmoreNote(s):Japan;February3to4,2023;1,035respondents;15-69years;respondentswhohaveusede-commercesiteswithinthelastmonthSource(s):gooSearchSolution;NTTDoCoMoMostpopularproducttypesconsumerprefertobuyinphysicalstoresinJapanasofFebruary2023Leadingstore-onlyshoppingitemsinJapan2023Shareofrespondents20%0%10%30%40%50%60%70%Food,beverages,andalcoholicdrinksClothing,shoes,andaccessoriesPCandhouseholdelectronicsDailynecessities,nondurables,andpetgoodsCosmeticsandpharmaceuticalFurnitureandfurnishing57.3%38.9%28.5%25.9%22.5%18.8%18.3%OfficesuppliesandstationeryBrandgoods(shoes,cosmetics)Movie,music,software,andbooksTools,DIYgoods,andparts15.4%13.3%9%Sportsandfitness8.6%KidsandbabygoodsOthers4.8%1.3%16Description:Themostcommonproducttypesconsumerspreferredtobuyinbrick-and-mortarstoresinJapanwerefood,beverages,andalcoholicbeveragesasrevealedinasurveyconductedinFebruary2023.Whileover57percentofrespondentspreferredphysicalretailersforfoodpurchases,only4.8percentwouldvisitin-storeretailersoveronlineshopsforkidsandbabygoods.

ReadmoreNote(s):Japan;February3to4,2023;953respondents;15-69years;multipleanswersallowed;respondentswhohaveusede-commercesiteswithinthelastmonthSource(s):gooSearchSolution;NTTDoCoMoShareofonlineretailshoppingusersinJapanin2022,byagegroupShareofonlineretailshoppingusersinJapan2022,byage70%60%50%40%30%20%10%0%66.6%62.4%60.1%58.3%43.2%29.6%27.7%12%15to19years20to29years30to39years40to49years50to59years60to69years70to79years

80yearsandolder17Description:AsrevealedinasurveyconductedinJapanin2022,themajorityofyoungadultsandmiddle-agedconsumerspurchasedgoodsandservicesovertheinternet.Whileover66percentofrespondentsaged30to39yearsstatedtohavemadeonlinepurchaseswithinthelastyear,only12percentofelderlyrespondentsaged80yearsandolderweree-commerceusers.

ReadmoreNote(s):Japan;2022;15,478respondents;15yearsandolder;onlinesurveyandpostalquestionnaire;excludingdigitalcontentSource(s):e-Stat(Japan);MinistryofInternalAffairsandCommunications(Japan)LeadingreasonsforshoppingonlineinJapanasofFebruary2023MainreasonsforbuyingonlineinJapan2023Shareofrespondents0%10%20%30%40%50%60%IcanorderatanytimeProductsgetdeliveredtomyhouseThepricesarelow51.8%47.9%44.3%IcancomparedifferentproductsThereareproductsyoucanonlybuyonlineIcancomparedifferentstores40.1%25.8%19.5%17.5%15.9%IcanchoosethedateandtimeItdoesnotusecashpaymentsThereputationofwebsitesandproductsisknownbyword-of-mouthIcanshopwithoutmeetinganybodyTheproductrecommendationsareadequateOthers15.6%15.3%3.6%1%Nothinginparticular7.7%18Description:TheleadingbenefitofonlineshoppingaccordingtoJapaneseconsumersistheflexibilityofbeingabletoorderatanytime,asstatedbyalmost52percentofrespondentsinasurveyconductedinFebruary2023.Convenienceplayedamajorroleinonlineshopping,withproductsgettingdeliveredtoone'shomebeingthesecondmostcommonlynamedreasonformailorders.ReadmoreNote(s):Japan;February24to27,2023;3,000respondents;20-79years;multipleanswersallowedSource(s):Planet,Inc.LeadingincentivestomotivateonlinepurchasesamonginternetusersinJapanasofQ32023IncentivestomotivateonlinepurchasesinJapanQ32023Shareofinternetusers30%0%10%20%40%50%60%70%FreedeliveryCouponsanddiscountsNext-daydelivery63%53.2%25.8%22%CustomerreviewsEasyreturnspolicy14.9%12.4%LoyaltypointsInterest-freepaymentsSociallikes&commentsGuestcheckout9.4%8.4%6.8%Eco-friendlycredentialsSimpleonlinecheckoutExclusivecontentorservicesSocialbuybuttons6.6%6.3%3.3%3.3%Clickandcollect2.5%19Description:Inthethirdquarterof2023,freedeliverywastheleadingfactorthatwouldencourageinternetusersinJapantouseonlineshoppingservices,with63percentofrespondents.Freedeliveryaswellascouponsanddiscountswerefactorsthatwouldworkasanincentiveforthemajorityofonlineuserstomakeonlinepurchases.ReadmoreNote(s):Japan;Q32023;16-64years;surveyamonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

04PaymentsCommonpaymentmethodsusedinphysicalstoresinJapanasofDecember2023CommoninstorepaymentmethodsinJapan2023Shareofrespondents30%0%10%20%40%50%60%70%Smartphonepayments*Cardpayments**Cash62%61%51%21Description:InasurveyconductedinJapaninDecember2023,around62percentofrespondentsstatedthattheynormallyusedsmartphoneswhenpayinginstores.Asimilarshareofconsumersreportedusingcard-basedpaymentmethods,suchascreditanddebitcards,orelectronicmoneysmartcards.ReadmoreNote(s):Japan;December13to15,2023;46,783respondents;15-69years;mobilewebsurveyamongLINEusers;multipleanswerspossible;*SmartphonepaymentsincludeOsaifu-Keitai,ApplePay,GooglePay,MobileSuica,MobilePASMO,[...]

ReadmoreSource(s):LINEResearchPreferredpaymentmethodsforonlinepurchasesamongdigitalbuyersinJapanin2022LeadingpaymentmethodsamongJapaneseonlinebuyers2022Shareofrespondents0%10%20%30%40%50%60%70%80%Creditcardpayments**(excludingcashondelivery)75.9%ConveniencestorepaymentsElectronicmoneyandQRcodepayments***36.4%34.8%BanktransfersanddirectdebitviabankorpostofficescountersandATMsCashondelivery(COD)23%20.5%19%17.5%BanktransfersviaonlineormobilebankingPaymentaddedtointernetserviceproviderbillorcommunicationfees(directcarrierbilling)Other0.9%Noanswer6.2%22Description:AccordingtoasurveyconductedinJapanin2022,creditcards,debitcards,andATMcashcardsweretheleadingpaymentmethodusedtopayforonlineshoppingandonlinefinancialtransactions.Around75.9percentoftherespondentswhohadmadeonlinepurchasesinthepastyearreportedhavingusedcardpayments.Closeto35percentstatedtheyhadmadein-storepaymentsatconveniencestores.

ReadmoreNote(s):Japan;August2022;16,976*;15yearsorolder;postalquestionnaireande-mailsurvey;*19,056respondentsafterweightadjustments.**IncludingdebitcardsandATMcards(cashcards).***IncludingQRcodepaymentservices,Rakuten[...]

ReadmoreSource(s):e-Stat(Japan);MinistryofInternalAffairsandCommunications(Japan)MostusedcashlesspaymentmethodsinJapanasofAugust2023MostusedcashlesspaymentmethodsinJapan2023Shareofrespondents0%10%20%30%40%50%60%70%80%CreditcardsQRcodeandbarcodepaymentsDirectdebit68.4%39.4%33.1%30.7%Contactlesselectronicmoney*PaymentofbillsthroughconveniencestoresandotheragentsMoneytransfersoverthecounteratbanksorviaATMsOnlineand/ormobilebanking**Prepaidcards15.2%14.1%10.4%7.9%7.9%CashondeliveryDebitcards***3.6%0.6%OtherthantheaboveCashonly8.1%23Description:CreditcardswerethemostusedcashlessmeansofpaymentinJapan,accordingtoasurveyconductedfromAugusttoSeptember2023.Around68.4percentoftherespondentsstatedthattheyusedcreditcardsintheirdailylives,while8.1percentonlyusedcash.ReadmoreNote(s):Japan;August4toSeptember1,2023;2,016respondents;20yearsandolder;multipleanswerspossibleSource(s):BankofJapanUsagerateofBuyNow,PayLater(BNPL)servicesinJapanasofApril2022,byagegroupandgenderUsagerateofBuyNow,PayLaterservicesinJapan2022,byagegroupandgenderMaleFemale30%24%25%20%15%10%5%20%14%13%13%13%12%9%9%9%8%7%0%16to19years20to29years30to39years40to49years50to59years60to69years24/statistics/1232967/japan-usage-rate-bnpl-services-by-age-group-and-genderAsofApril2022,theshareofconsumersusingBuyNow,PayLater(BNPL)servicesinJapanwashighestamongfemalerespondentsaged16to19,ataround24percent.Acrossallagegroups,morewomenthanmenreportedusingthepaymentservice.ReadmoreNote(s):Japan;April1to4,2022;20,000respondents;16-69years;multipleanswerspossibleSource(s):InfcurionOnlineshoppingbehaviorifdesiredpaymentmethodsarenotavailableinJapanasofMarch2023,bygenderImpactofpaymentmethodsoncartabandonmentbehaviorinJapan2023,bygenderMaleFemale60%50.2%50%44.6%40%30%20%10%0%33.8%29.7%14%12.6%9%6.1%IsearchforthesameproductinanotherstoreandbuyitthereIcancelthepurchaseIpaywithanotherpaymentmethodwithoutlookinginanotherstoreIdonotknow25Description:TheavailablepaymentmethodsofanonlinestoreinfluencedthecartabandonmentrateofthemajorityofshoppersinJapan.AsrevealedinasurveyconductedfromFebruarytoMarch2023,over50percentofmaleand44.6percentoffemalerespondentsstatedthattheywouldlookatotheronlinestorestobuythesameproductsiftheirpreferredpaymentmethodswerenotavailable.14percentofmenand12.6percentofwomenstatedthattheywouldcanceltheirpurchasesdueto[...]

ReadmoreNote(s):Japan;February28toMarch7,2023;2,502respondents;10-89years;1,245maleand1,257femalerespondentswhoshoppedonlineinthepastyearSource(s):SBPaymentServiceCorp.CHAPTER

05PurchasedecisionLeadingfactorsconsumerstakeintoaccountwhenmakingspendingdecisionsinJapanasofDecember2023MajorfactorsinfluencingconsumerpurchasingdecisionsinJapan2023Shareofrespondents0%

10%20%30%40%50%60%70%80%FuturedevelopmentinpricesAnincreaseordecreaseinmyhousehold'sincomeAnincreaseordecreaseinleisuretimeandholidaysWhetherthereareappealinggoodsandservices67.4%50.6%22.3%20.5%Anincreaseordecreaseinthevalueofmyhousehold'sassets(savings,stocks,realestate)15.3%ProgressinloanrepaymentsOther10.8%3.3%27Description:FinancialaspectsweremajorfactorsinfluencingthespendingdecisionsofJapanesehouseholds.AsrevealedinasurveyconductedinDecember2023,over67percentofrespondentsstatedthatfuturedevelopmentinpriceswerefactorsthattheirhouseholdswouldtakeintoconsiderationwhenmakingspendingdecisionsinthefollowingyear.Changesinhouseholdmembers`incomefollowedasthesecondcommonlynamedreason,withalmost51percentofrespondents.

ReadmoreNote(s):Japan;November9toDecember5,2023;2,061respondents;20yearsandolder;multipleanswerspossibleSource(s):BankofJapanLeadingfactorsconsumerstakeintoaccountwhenspendingongoodsandservicesinJapanasofDecember2023MajorfactorsinfluencingconsumergoodsandservicespurchasesinJapan2023Shareofrespondents0%10%20%30%40%50%60%70%Lowprice58.1%SafetyDurability44.8%41.8%40.6%ReliabilityFunctionality31.6%Wholesomeness21.3%After-salesserviceEnvironmentalandsocialfriendlinessOther13.3%10.4%0.6%28Description:Accordingtoasurveyconductedin2023,lowpricewastheleadingfactorinfluencingthepurchasebehaviorofover58percentofconsumersinJapan.Thesecondmostimportantfactorwasthesafetyofgoodsandservices,overtakingtheaspectofdurabilitybythreepercentpoints.ReadmoreNote(s):Japan;November9toDecember5,2023;2,061respondents;20yearsandolder;uptothreeanswerspossible;stratifiedtwo-stagerandomsamplingmethodSource(s):BankofJapanShareofconsumersmakingimpulsepurchasesinJapanasofNovember2022,byagegroupImpulsebuyingbehaviorinJapan2022,byageAppliesverymuchAppliestoanextentCannotsayeitherwayDoesnotapplymuchDoesnotapplyatallNoanswer120%100%80%60%40%20%0%0.5%0%0.3%15.2%0.5%13.7%0.8%1.3%3.5%13.2%13.7%17.5%17.9%28.8%23.5%18.1%24%22.6%21.7%26.7%27%31%19.1%31.5%20.9%26.6%24.8%28.6%28.8%28.9%28.7%28.3%22%4%18%3%60to69years13.4%1.9%70yearsandolder15.7%14.6%12%7.6%15to19years20to29years30to39years40to49years50to59years29Description:Youngconsumersweremorelikelytomakeimpulsepurchases,asrevealedinasurveyconductedinNovember2022inJapan.Nearly45percentofsurveyedteenagersaged15to19yearsstatedtheymadepurchasesonimpulse,outofwhich15.7percentreportedthatthestatementappliedverymuch.Theconsumergroupof70yearsandolderweretheleastlikelytotendtowardsimpulsebuying,withonlyaround15percentofrespondents.

ReadmoreNote(s):Japan;November1to16,2022;5,634respondents;15yearsandolder;responseswereretrievedviamailande-mail;onlyoneanswerallowedSource(s):CAA;ShinJohoCenterShareofshoppersdoingresearchbeforemakingpurchasesinJapanasofNovember2022,byagegroupShareofshoppersresearchingbeforepurchasinginJapan2022,byageVeryapplicableApplicabletoanextentCannotsayeitherwayNotveryapplicable0.7Notapplicableatall0.9Noanswer1201008060402000.54.411.300.3120.38.11.82.72.42.83.37.287.26.710.812.517.317.820.722.217.225.726.539.939.241.635.341.746.142.916.934.531.43124.922.811.115to19years20to29years30to39years40to49years50to59years60to69years70yearsandolder30Description:ThemajorityofJapaneseconsumersresearchedproductsbeforebuying,asrevealedinasurveyconductedinNovember2022inJapan.Informationsearchhabitswereparticularlyprominentamongyoungadultsintheirtwenties,with34.5percentofrespondentsdoingresearchpriorpurchasesandanother39.2percentstatingthatthisappliedtotheirbuyingdecisionprocesstoanextent.ReadmoreNote(s):Japan;November1to16,2022;5,634respondents;15yearsandolder;responseswereretrievedviamailande-mail;onlyoneanswerallowedSource(s):CAA;ShinJohoCenterCHAPTER

06CustomersatisfactionLeadingservicesenhancingtheshoppingexperienceinJapanasofNovember2023MajorshoppingexperienceenhancingservicesinJapan2023Shareofrespondents5%

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15%0%20%25%30%35%40%45%45%45%50%ItemavailabilityindicatorSelf-servicecheckoutPre-orders27%ClickandCollect(buyonline,pickupin-store)Expressdeliveryoptions19%18%In-storeappointments11%10%Cross-channelreturns(e.g.buyonlineandreturninastore)Customermessaging-serviceOthers5%6%Noneoftheabove8%32Description:ItemavailabilityindicatorsweretheleadingservicesenhancingtheexperienceofshoppersinJapan.AsrevealedinasurveyconductedinNovember2023byRakutenInsight,45percentofrespondentsstatedthatanindicatorofproductstocksenhancedtheirshoppingexperience.Asimilarsharestatedthatself-servicecheckoutsystemsimprovedtheirexperience.ReadmoreNote(s):Japan;November9to30,2023;424respondents;16yearsandolderSource(s):RakutenInsightShareofconsumersintendingtomakefuturepurchasesbasedonmostrecentcustomerexperienceinJapanasofthe3rdquarter2023,byindustryCustomerrepurchaseintentioninJapanQ32023,byindustryShareofrespondents0%10%20%30%40%50%60%70%AirlineHotel60%59%Onlineretailer53%StreamingmediaParceldeliveryDepartmentstoreSupermarket47%47%46%46%FastfoodrestaurantAutodealer42%40%CreditcardproviderMobilephoneproviderInternetserviceproviderHospital/medicalclinic37%34%31%31%33Description:TheairlineindustryshowedthehighestrepurchaseintentionamongconsumersinJapan,asrevealedinasurveyconductedinthethirdquarterof2023.Basedontheirrecentcustomerexperiencewithairlines,60percentofrespondentsweresatisfiedtoanextentthattheywouldpurchasemorefromtherespectivebusinessesinthefuture.Relatedtothetravelsectoraswell,hotelsfollowedinsecondplacewith59percentofrespondents.

ReadmoreNote(s):Japan;Q32023;1,200respondents;18yearsandolderSource(s):QualtricsMostcommontroublesencounteredbyconsumersinJapanasofDecember2023CommoncustomertroublesinJapan2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%Thefunctionsorqualityofaproductorthequalityofaservicewassignificantlyinferiortoexpectations8.1%Thecontentofaproductorservicewassignificantlydifferentfromwhatwas4.7%advertisedTherewereproblemswithsafetyorsanitationlikeinjuries,illness,etc.Iwaschargedmorethanexpected4%3.9%Contra