世論 What Japan Thinks

Although this survey from iBridge Research Plus and reported on by japan.internet.com into cosmetics shopping sites has as the survey base women who are already online, discovering that the majority of them who have shopped for cosmetics in the last year have does it at least once online in that period.

Demographics

On the 22nd of June 2009 300 female members of the iBridge monitor group completed a private internet-based questionnaire. 24.3% of the sample were in their twenties, 38.0% in their thirties, 24.3% in their forties, 10.0% in their fifties, and 3.3% in their sixties.

I don’t think my wife’s bought online, except for a tester kit that cost a bit of money for delivery. She’s won quite a bit, though, including one that came with a Christian book that seemed to be part of a vaguely pyramid-shaped affiliate scheme…

Research results

Q1: Within the last year have you bought cosmetics (including beauty-related supplements)? (Sample size=300)

Yes (to SQ1)	87.3%
No	12.7%

Q1SQ1: Within the last year, did you buy cosmetics etc online? (Sample size=262)

Yes (to SQ2)	53.4%
No	46.6%

Q1SQ2: Did you buy these cosmetics etc at an online mall like Yahoo!, Rakuten, etc? (Sample size=140)

Yes	50.0%
No	27.9%
Don’t know	22.1%

Putting all three together we get:

Q1+SQs: Within the last year have you bought cosmetics (including beauty-related supplements) online? (Sample size=300)

Yes, at an online mall	23.3%
Yes, but not at an online mall	13.0%
Yes, but don’t know if it was a mall	10.3%
No, not bought online	40.7%
No, not bought any cosmetics	12.7%