世論 What Japan Thinks

Looking at the date of this survey, I don’t know why it suddenly popped up in my news feeds this week, but since I seem to have missed it the first time around, I’ll present it regardless. The survey was iShare taking a look at television advertisements that make one hungry and want to buy the food item.

Demographics

Between the 10th and 16th of February 2009 475 members of the CLUB BBQ free email forwarding service who had a mobile phone completed a private internet-based questionnaire. 55.2% of the sample were male, 10.9% in their twenties, 48.0% in their thirties, 32.8% in their forties, and 8.2% in their teens or fifty or older.

Note that the questions were not about a specific company’s product, but about any for the given category – I just selected a representative advertisement to illustrate the story.

Research results

Q1: After watching a television advertisement for a food product, have you ever felt you wanted to eat that product? (Sample size=475)

	All	Male N=262	Female N=213
Yes (to SQ1, SQ2)	63.4%	56.9%	71.4%
No	36.6%	43.1%	28.6%

Q1SQ1: Which products have you wanted to eat? (Sample size=301)

		All	Male N=149	Female N=152
Pizza		44.9%	38.3%	51.3%
Curry		43.2%	45.0%	41.4%
Doughnuts		36.9%	25.5%	48.0%
Instant ramen, cup noodle, etc		35.2%	40.3%	30.3%
Chicken		35.2%	26.2%	44.1%
Chocolate, chocolate-based sweets		31.6%	21.5%	41.4%
Ice cream		29.2%	22.1%	36.2%
Snacks		23.9%	21.5%	26.3%
Stew		23.6%	16.8%	30.3%
Custard pudding, yoghurt, etc		19.3%	15.4%	23.0%
Other		4.0%	4.0%	3.9%

Q1SQ2: Have you actually bought a product (or another in the same category) after seeing an advertisement that made you want to eat it? (Sample size=301)

	All	Male N=149	Female N=152
Yes (to SQ3)	70.8%	66.4%	75.0%
No	29.2%	33.6%	25.0%

Q1SQ3: Did you buy the same product as advertised or a different product? (Sample size=213)

	All	Male N=99	Female N=114
Same product	60.1%	65.7%	55.3%
Different product	5.2%	8.1%	2.6%
Both	34.7%	26.3%	42.1%