世論 What Japan Thinks

DIMSDRIVE Research recently reported on a survey conducted last year into beauty equipment.

Demographics

Between the 2nd and 16th of September 2010 (not 2011) 6,436 members of the DIMSDRIVE monitor group completed a private internet-based questionnaire. 50.5% of the sample were female, 0.3% in their teens, 11.2% in their twenties, 32.7% in their thirties, 36.0% in their forties, 17.9% in their fifties, and 1.9% aged sixty or older.

My wife fancies a steamer, in particular this device, as the word on the street is very positive, it seems. The roller type mentioned in the survey have been in vogue the last couple of years, being platinum and/or germanium-coated rollers that you roll over your face and miracles happen! This smells completely and utterly of snake-oil to me; I could accept an argument that the rolling in itself had some benefit, but the metals are just flat-out quackery.

Research results

Q1: Which conditions, diseases of the skin, face are you usually concerned about? (Sample size=6,436, multiple answer)

	Male N=3,183	Female N=3,253
Open pores	11.5%	54.4%
Stains, freckles	9.6%	50.3%
Wrinkles, flabbiness	16.0%	47.1%
Lack of lustre, shadows	10.7%	46.7%
Dry skin	14.5%	27.5%
Acne, pimples	14.8%	26.5%
Discolouring	4.2%	24.0%
Rough skin	7.7%	21.5%
Thick hair	10.2%	19.7%
Sunburn	3.9%	17.4%
Oily skin	25.3%	15.8%
Sensitive skin	6.7%	15.8%
Keratinisation (corns)	2.5%	10.5%
Allergy	6.4%	8.7%
Razor nicks	21.8%	4.4%
Prominent blood vessels	0.8%	3.3%
Other	0.4%	0.6%
Nothing in particular	33.5%	4.2%
Don’t want to answer	2.6%	1.1%

Q2A: Which of the following kinds of beauty equipment do you have? (Sample size=6,436, multiple answer)

	Bought myself	Received it	Don’t have one
Roller type	8.5%	2.3%	89.3%
Steam type	4.4%	1.7%	94.0%
Ultrasonic type	4.3%	0.9%	94.8%
Ion generating type	3.8%	0.7%	95.5%
Ultrasonic plus ion type	3.1%	0.4%	96.5%
Any type (to SQs)	19.4%		80.6%

Q2B: Which of the following kinds of beauty equipment do you have? (Sample size=3,253, female, multiple answer)

	Bought myself	Received it	Don’t have one
Roller type	14.4%	3.3%	82.4%
Steam type	6.9%	2.3%	90.8%
Ultrasonic type	7.1%	1.3%	91.6%
Ion generating type	6.3%	1.0%	92.8%
Ultrasonic plus ion type	5.2%	0.6%	94.3%
Any type	32.6%		67.4%

Q2SQ1: How often do you use the beauty equipment you have? (Sample size=1,250)

Roller type

Almost every day	16.6%
Four or five days a week	9.7%
Two or three days a week	17.6%
One day a week	14.7%
Two or three days a month	7.0%
One day a month	4.7%
Once every two or three months	3.3%
Less than that	11.9%
Never	14.5%

Steam type

Almost every day	15.9%
Four or five days a week	4.6%
Two or three days a week	10.0%
One day a week	10.0%
Two or three days a month	9.5%
One day a month	8.2%
Once every two or three months	4.1%
Less than that	16.2%
Never	21.5%

Ultrasonic type

Almost every day	10.4%
Four or five days a week	5.0%
Two or three days a week	11.3%
One day a week	8.0%
Two or three days a month	9.8%
One day a month	5.6%
Once every two or three months	5.0%
Less than that	16.3%
Never	28.6%

Ion generating type

Almost every day	12.8%
Four or five days a week	5.9%
Two or three days a week	11.1%
One day a week	11.8%
Two or three days a month	8.0%
One day a month	4.2%
Once every two or three months	4.2%
Less than that	17.3%
Never	24.7%

Ultrasonic and ion type

Almost every day	14.0%
Four or five days a week	6.6%
Two or three days a week	13.2%
One day a week	11.4%
Two or three days a month	12.3%
One day a month	5.3%
Once every two or three months	5.3%
Less than that	11.0%
Never	20.9%

The following two supplementary questions were for the people who had bought equipment themselves.

Q2SQ2: From where did you get information about the beauty equipment you bought? (Sample size=1,038, multiple answer)

Internet comparison site, word of mouth site, etc	31.5%
Friends, family	18.1%
Television advertisement	14.0%
Magazine, book	13.9%
Shop staff recommendation	13.1%
Mail-order web site	11.7%
Television	11.6%
In-shop promotional display	11.3%
Printed advertisement	8.9%
Television shopping	8.6%
Mail-order magazine	7.5%
Twitter, blog, SNS, etc	6.0%
Other	2.8%
Nothing in particular	8.6%

Q2SQ3: Why, instead of supplements, cosmetics, etc, did you buy beauty equipment? (Sample size=1,038, multiple answer)

Seemed to be highly effect	37.5%
Seemed to have some effect	31.1%
Seemed easy to use	30.2%
Can always use it	29.7%
Seemed easy to continue to use	25.5%
Seemed to soon have an effect	14.7%
Functions without supplements, cosmetics, etc	13.6%
Popular, highly rated	11.6%
Other family members, etc, can also use it	5.4%
No worries about allergies	5.4%
Other	2.4%
No particular reason	6.6%

The following supplementary question was for the people who actually use their equipment.

Q2SQ4: How satisfied are you with the beauty equipment that you use? (Sample size=1,013)

Steam type

Satisified	15.7%
Somewhat satisfied	45.1%
Can’t say	31.4%
Somewhat dissatisied	6.2%
Dissatisfied	1.6%

Ultrasonic type

Satisified	14.9%
Somewhat satisfied	40.3%
Can’t say	34.0%
Somewhat dissatisied	8.7%
Dissatisfied	2.1%

Ultrasonic plus ion type

Satisified	14.4%
Somewhat satisfied	38.4%
Can’t say	37.8%
Somewhat dissatisied	6.1%
Dissatisfied	3.3%

Ion generating type

Satisified	15.2%
Somewhat satisfied	33.2%
Can’t say	35.9%
Somewhat dissatisied	12.0%
Dissatisfied	3.7%

Roller type

Satisified	8.3%
Somewhat satisfied	33.0%
Can’t say	45.0%
Somewhat dissatisied	11.1%
Dissatisfied	2.6%

Q3: Which of the following beauty equipment might you like to buy for yourself in the future? (Sample size=6,436, multiple answer)

	Male N=3,183	Female N=3,253
Ultrasonic plus ion type	7.9%	25.5%
Roller type	4.2%	20.8%
Steam type	5.0%	20.3%
Ion generating type	4.0%	12.5%
Ultrasonic type	3.6%	9.5%
Don’t want to buy any	84.4%	47.7%