What and how Japanese buy on Yahoo! Auction
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In Japan, Yahoo! Auction rules the roost, and this recent survey from Media Interactive (iResearch) into Yahoo! Auction showed that they also had the payment side of the auction well-covered too.
Demographics
Between the 7th and 9th of December 2009 1,400 people who had won auctions on Yahoo! completed a private internet-based questionnaire, although how exactly they found the 1,400 winners was not described. 52.1% of the sample were male, 0.6% in their teens, 15.4% in their twenties, 35.6% in their thirties, 31.2% in their forties, 13.1% in their fifties, and 4.1% in their sixties.
Yahoo! Simple Checkout is not like the standard for Ebay auctions, PayPal, in that it is not a bank-like entity but instead a trusted go-between so that there is no direct exchange of banking details. Yahoo! Simple Checkout can also be used when shopping through Yahoo! services, so there is no need to give your credit card details to the shops, just your Yahoo! Simple Checkout details.
Research results
Q1: What kinds of items have you bought through Yahoo! Auction? (Sample size=1,400, multiple answer)
Votes Percentage Books 670 47.9% Clothes 652 46.6% Toys, games 532 38.0% Home appliances. audio-visual equipment, cameras 478 34.1% Tickets, gift cards, hotel reservations 451 32.2% Accessories, watches 402 28.7% Music 396 28.3% Computers 344 24.6% Hobby, culture-related items 311 22.2% Movies, videos 300 21.4% Beauty, health care items 248 17.7% Food, drink 245 17.5% Sport, leisure goods 223 15.9% Home, interior items 197 14.1% Comic, animation goods 179 12.8% Bicycles, motorbikes 177 12.6% Antiques, collections 156 11.1% Baby goods 149 10.6% Office, business items 96 6.9% Celebrity-related 96 6.9% Flowers, gardening 64 4.6% Pets, live animals 52 3.7% Charities 5 0.4% Property 3 0.2% Other (adult items, information, etc) 76 5.4% Q2: How much was the most expensive item you have bought through Yahoo! Auction? (Sample size=1,400)
Under 5,000 yen 16.1% 5,000 to 9,999 yen 19.1% 10,000 to 19,999 yen 19.7% 20,000 to 29,999 yen 11.7% 30,000 to 49,999 yen 12.9% 50,000 to 99,999 yen 10.7% 100,000 to 299,999 yen 6.9% 300,000 to 499,999 yen 1.9% 500,000 to 999,999 yen 0.7% 1,000,000 to 4,999,999 yen 0.1% 5,000,000 to 9,999,999 yen 0.0% 10,000,000 yen or more 0.1% Q3: Which payment method do you use the most? (Sample size=1,400)
Yahoo! Simple Checkout 37.1% Other bank draft-based checkout 27.7% Postal order payment 21.4% Cash On Delivery 6.4% Other credit card-based checkout 5.3% Cash 0.5% Escrow service 0.1% Other 1.5% Finally, 197 people, or 14.1%, reported a problem with the seller. The most common issue was not receiving the goods, followed by receiving something different from what was advertised, broken items, and just a failure to make contact with the seller.
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I love buying on Yahoo auction, but the sellers often charge more domestic shipping fees than they do at shopping sites.