世論 What Japan Thinks

A recent survey from Marsh Inc, reported on by japan.internet.com, into online shopping found that Rakuten was the top online shop, used by over two-thirds of the online shoppers in this survey.

Demographics

Between the 3rd and 5th of March 2010 300 members of the Marsh monitor group completed a private internet-based questionnaire. 50.0% of the sample were female, 1.3% in their teens, 18.7% in their twenties, 20.0% in their thirties, 20.0% in their forties, 20.0% in their fifties, and 20.0% aged sixty or older.

I know I’ve previously slagged off Rakuten as a bunch of spammers and toolbar pushers, but they do actually have good shops there, and at least it’s just my wife who has to deal with the spam! Our latest purchase was a lucky bag of organic vegetables for 777 yen delivered straight to the door. That’s about half the price that it might have been at a supermarket.

Research results

Q1: Have you ever bought goods through the internet? (Sample size=300)

Yes (to SQs)	96.3%
No	3.7%

Q1SQ1: Have you ever bought goods through the internet? (Sample size=289, multiple choice)

	Votes	Percentage
Rakuten	199	68.9%
Amazon	110	38.1%
Yahoo! Shopping	99	34.3%
Maker’s direct site	87	30.1%
Other	21	7.3%
Don’t know	6	2.1%

Q1SQ2: What kinds of goods do you buy through the internet? (Sample size=289, multiple choice)

	Votes	Percentage
Books	155	53.6%
Clothes	122	42.2%
DVD, CD, etc	108	37.4%
Computer, computer accessories	89	30.8%
Cosmetics	82	28.4%
Electrical goods other than computers	66	22.8%
Tickets	54	18.7%
Collectable toys	38	13.1%
Game software	35	12.1%
Other	79	27.3%