TMT Group, including Deloitte Touche Tohmatsu and Deloitte Tohmatsu Consulting, conducted a “Global Survey on the Usage of Digital Media 2014.” According to this survey targeted at 18,000 consumers in Japan and 8 other countries, Japanese consumers and international consumers are influenced by different online factors in purchase decision.
Comparing the consumers from Japan, U.S.A., Australia and China, the most influencing factor “recommendation from family, friends and acquaintances” and the 2nd influencing factor “TV advertisement” were same among all counties. However, “online recommendation from acquaintances” was chosen as the 3rd strongest influence in countries other than Japan, while in Japan it ranked in the 10th along with” billboards/ posters .” In Japan, “online reviews” ranked in the 3rd instead, thus Tohmatsu analyzes it as a characteristics in Japan, that online user reviews have more influence than opinions of family or acquaintances.
Data provided by TohmatsuIn particular to internet advertisements, Japanese consumers are more influenced by banner advertising, behavioral targeting advertising (23%) and search advertising (17%.) On the contrary, movie/contents related advertising, such as advertisements run at the beginning and the end of online videos, are not so influencing in Japan, revealing this field in Japan is still under development.
Finally, only 13% of Japanese consumers post on social network services (SNS) while 53% of American customers and 58% of Chinese customers do so. This ratio is the lowest among surveyed countries. More than 50% of Japanese consumers do not post on SNS at all, thus the survey analyzed that the use of SNS in Japan is limited.
Data provided by TohmatsuThe survey was conducted from February to April 2014, in Japan, the U.S.A, Germany, Australia, Italy, Norway, Spain and China. Total number of valid reply was 17,699 and 2,150 among them were form Japanese.
(Travel Voice Editorial Department)
