The second regular survey from goo Research, reported on by, into home electrical appliances was recently reported on.


Between the 18th and 22nd of November 2011 1,070 members of the goo Research online monitor group completed a private internet-based questionnaire. 53.1% of the sample were male, 16.8% in their teens, 17.6% in their twenties, 21.2% in their thirties, 16.2% in their forties, and 28.2% aged fifty or older.

One noticable mover in the ownership stakes was Blu-ray player/recorders, with 40.5% of the sample now owning one. As most of the new models of hard disk-based recorders feature a Blu-ray recorder, an interesting follow-up survey might be to see how many people use it merely for back-up of their recorded stuff, how many rent or buy Blu-ray disks, and how many people just don’t use it at all.

Research results

First of all, the whole sample were asked what home applianes they owned. The top five results were listed, with refrigerator or freezer first with 97.4% having one, then 96.5% with a washing machine, 94.1% with a vacuum cleaner, 91.9% with a microwave oven, then 90.5% with a digital terrestrial-ready television.

For the next table, it is difficult to have a simple question. First, there was a previous unreported question asking which of the following electrical items people had bought within the last three months. Then for each of the items, people were asked if they bought them online, from an electrical superstore, or from other locations. The table below lists the internet shopping percentage for each item.

Portable music player 33.3%
Humidifier, dehumidifier 33.3%
Air purifier 25.7%
Desktop computer 23.3%
Notebook, netbook computer 23.2%
Digital SLR 22.7%
Point-and-shoot digital camera 22.2%
Blu-ray player, recorder 18.5%
Digital terrestrial-ready television 15.1%
Vacuum cleaner 14.5%
Food preparation equipment 12.0%
DVD player 9.5%
Health, beauty equipment 8.3%
Microwave oven 7.8%
Air conditioner 7.7%
Video camera 5.0%
Refrigerator, freezer 4.4%
Washing machine 3.2%

As a point of reference, as can be seen above just 5.0% bought a video camera via the internet, whilst 85.0% bought one at an electrical superstore.

1 Comment

Japan’s best-selling home appliance brands of 2011 | 世論 What Japan Thinks · January 25, 2012 at 01:24

[…] that according to a survey last month, electrical superstores are probably the most popular place to shop for electrical items, not the internet as one might […]

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