世論 What Japan Thinks

Here’s an interesting ranking survey/mathematical trickery that I came across, produced by Japan Brand Strategy Inc, looking at Japanese web site value.

Demographics

Between the 10th and 25th of June 2010 18,600 people completed a public (I believe) internet-based survey, collecting between 1,200 and 1,500 people per web site that offered the survey. Exactly 50% were male, exactly 25% between 18 and 29 years old, 25% in their thirties, 25% in their forties, and 25% between 50 and 69 years old.

To evaluate each site, various factors were taken into consideration, such as how often people visited, what they did on the site (eg user registration, contacting the site), why they accessed, their evaluation of the contents, appearance, ease of use, usefulness of information, whether they would visit again, if they made purchases or researched purchases, if they made repeat site visits, whether they would purchase again, and other aspects. Japan Brand Strategy Inc then massaged the results to place numerical yen values on the number of visitors and the type of actions visitors took, and how much visitors used the site information to influence purchasing decisions.

For the full list of the 232 rates sites, please visit the original web page.

Ranking result

Rank	Site	Value in millions of yen
1	Panasonic	81,151
2	Honda	66,133
3	NTT docomo	65.495
4	ANA (All Nippon Airways)	58,199
5	Toyota	57,407
6	JTB (Japan Travel Bureau)	55,549
7	Flets NTT East Japan	42.662
8	Central Japan Railway	42,656
9	JAL (Japan Airlines)	41,073
10	Suntory	39,254
11	East Japan Railway Company	36,945
12	Uniqlo	36,444
13	Benesse Corporation	34,765
14	Nomura Securities	34,634
15	au by KDDI	33,081
16	Kirin	31,957
17	Sony	28,886
18	Asahi Beer	28,663
19	Tokyo Disneyland	28,577
20	Flets NTT West Japan	27,188