iPad mini top of Japanese men’s Christmas present list

Advertisement

Where do you plan to buy a Christmas cake? graph of japanese statisticsMacromill Research recently published the results of their survey into Christmas 2012.

Demographics

Over the 13th and 14th of November 2012 500 members of the Macromill monitor group who lived in Tokyo or the three surrounding prefectures of Kanagawa, Chiba and Saitama completed a private internet-based questionnaire. The sample was split exactly 50:50 male and female, and exactly 25% in their twenties, 25% in their thirties, 25% in their forties, and 25% in their fifties.

It’s very interesting to note for men that the iPad mini is the only item named by brand. One reason might be that it is just about the only tablet advertised on television, with regular prime-time spots almost every day. The Japanese manufacturers seem to have given up, but just yesterday I saw my first advert for Amazon’s Fire HD.

Research results

Q1A: Do you plan to go out for something Christmas-related between the 22nd and 25th of December 2012? (Sample size=500)

Yes (to SQ) 52.4%
No, am working, etc 47.6%

Q1B: Do you plan to go out for something Christmas-related between the 22nd and 25th of December 2012? (Sample size=500, per day)

  Go out Not go out Work Other
Saturday 22nd 30.8% 44.8% 17.6% 6.8%
Sunday 23rd 38.8% 42.0% 11.6% 7.6%
Monday 24th
(Public holiday)
34.8% 44.8% 13.0% 7.4%
Tuesday 25th 14.6% 43.8% 35.6% 6.0%


Q1SQ: What do you plan to go out to do Christmas-related between the 22nd and 25th of December 2012? (Sample size=262, multiple answer, top ten)

Rank   Percentage
1 View illuminations 43.9%
2 Shop for Christmas presents 27.9%
3 Go for a slap-up Christmas dinner, etc 25.2%
4 Go to a friend’s home party 14.9%
5 Go to a theme park, etc 14.5%
6 Go to a party at a restaurant, etc 9.9%
7 Go on domestic travel 8.0%
8= Stay at a hotel 7.3%
8= Go to a concert, other live performance 7.3%
10 Go to an onsen (hot springs) 3.8%

Q2: Which Tokyo-area illumination spots do you want to go to? (Sample size=500, multiple answer, top ten)

Rank   Percentage
1 Tokyo Station Square 28.4%
2 Tokyo Sky Tree 26.4%
3 Omotesando Hills 21.2%
4 Tokyo Mid Town 19.4%
5 Yokohama Red Brick Warehouse 16.8%
6 Roppongi Keyakisaka Doori 14.4%
7= Maru no Uchi Naka Doori 11.8%
7= Yokohama Landmark Tower 11.8%
9 Tokyo Tower 11.2%
10 Ebisu Garden Place 8.6%

People were asked what their budget for Christmas was. For the 411 people who said it was more than zero, the average was 22,671 yen. Within that sample, 188 men averaged 26,432 yen and 223 women averaged 19,500 yen. This is almost 10% up from the same survey two years ago.

Q3: Do you plan to buy a Christmas cake? (Sample size=500)

Yes (to SQ) 51.0%
No, but will bake one myself 9.6%
No 15.8%
Other 0.4%
Don’t know 23.2%

For those 255 people planning to buy, between 2,000 and 3,000 yen was the most popular price, with 38.0% thinking of spending that amount.


Q3SQ: Where do you plan to buy a Christmas cake? If you plan to buy more than one, answer for the most expensive one. (Sample size=255)

Rank   Percentage
1 Cake shop 56.9%
2 Department store 17.3%
3 Supermarket 12.9%
4 Convenience store 6.3%
5 Internet, mail order 1.6%
6 Hotel 1.2%
7 Other 3.9%

Q4: What do you want for Christmas this year? (Sample size=500)

Male, N=250

Rank   Percentage
1 iPad mini 17.2%
2 Clothes 13.2%
3 Wallet 12.0%
4 Computer 11.6%
5 Wristwatch 10.8%

Female, N=250

Rank   Percentage
1 Accessory, jewelry 33.6%
2 Clothes 28.4%
3 Bag 24.8%
4 Shoes, boots 17.2%
5 Wristwatch 13.2%

Male, twenties, N=62

Rank   Percentage
1 Clothes 25.8%
2 iPad mini 22.6%
3 Wristwatch, wallet 17.7%

Female, twenties, N=63

Rank   Percentage
1 Accessory, jewelry 44.4%
2 Bag 41.3%
3 Clothes 33.3%

Male, thirties, N=63

Rank   Percentage
1 iPad mini 15.9%
2 Wallet 14.3%
3 Computer 12.7%

Female, thirties, N=62

Rank   Percentage
1= Accessory, jewelry 37.1%
1= Clothes 37.1%
3 Bag 24.2%

Male, forties, N=62

Rank   Percentage
1 iPad mini 12.9%
2= Domestic travel 11.3%
2= Wallet 11.3%
2= Computer 11.3%

Female, forties, N=63

Rank   Percentage
1 Accessory, jewelry 31.7%
2 Clothes 28.6%
3 Bag 22.2%

Male, fifties, N=63

Rank   Percentage
1 iPad mini 17.5%
2 Domestic travel 9.5%
3= Computer 7.9%
3= Clothes 7.9%

Female, fifties, N=62

Rank   Percentage
1 Accessory, jewelry 21.0%
2= Clothes 14.5%
2= Gloves, scarf 14.5%
Read more on: ,,

Custom Search

Leave a Comment