世論 What Japan Thinks

The title sounds perhaps as if Sunday has come a day early to the blog, but that was the best title I could think of for this recent survey by iBridge Research Plus and reported on by japan.internet.com into online shopping failures.

Demographics

On the 30th of March 2009 300 female members of the iBridge online monitor group completed a private internet-based questionnaire. 20.3% of the sample were in their twenties, 41.0% in their thirties, 27.7% in their forties, 9.7% in their fifties, and 1.3% in their sixties.

The find of failure this survey was interested in was goods not quite matching the description on the page or accidentally buying the wrong thing, etc, not technical failures or fraud. Don’t ask me why almost one in five of the sample aren’t sure whether or not they failed!

Research results

Of the 300 women in the sample, 278 had gone online shopping. They were asked the following.

Q1: Have you ever experienced an online shopping failure? (Sample size=278)

Yes (to SQs)	45.0%
No	36.0%
Can’t say either way	19.1%

Q1SQ1: Buying which of the following items have you experienced a failure? (Sample size=125, multiple answer)

	Votes	Percentage
Clothes	75	60.0%
Foodstuff	28	22.4%
Comsetics	16	12.8%
Jewelry, accessories	14	11.2%
Books, magazines, music CDs, games	12	9.6%
Television, refrigerator, other home electricals	7	5.6%
Medicines	7	5.6%
PCs, accessories	5	4.0%
Flowers	5	4.0%
Audio, video devices	3	2.4%
PC software	2	1.6%
Other	22	17.6%

Q1SQ2: Did you inform the shop of your dissatisfaction? (Sample size=125)

Yes	24.0%
No	76.0%