Japan fans’ expectations for the Sochi Olympics


How many medals do you expect Japan to win at at the Sochi Olympics? graph of japanese statisticsWith just three days to go until the start of the Sochi Olympics, this seemed a good time to publish the results of a survey by Intage into awareness of the 2014 Sochi Olympics.


Between the 15th and 17th of January 2014 exactly 1,000 members of the Intage-run Cue Monitor site completed a private internet-based questionnaire. The sample was exactly 50:50 male and female, and 20.0% in each of the age groups of twenties, thirties, forties, fifties and sixties.

The pie chart above is interesting because the Japan Olympic Committee has set a target of outdoing their performance at Nagano in 1998 where they won 10 medals, including five gold. I think that is unobtainable, particularly five golds, but unlike the majority of respondents, I can see around seven to nine medals being obtained. Wee Sara Takanashi is a shoo-in for gold in the ski jump, figure skating might see a gold for Mao Asada and one or two other places, along with a couple of speed skating medals. Add in a couple of good performances in other sports and we have two gold and six of other colours.

I’m moderately interested in the games myself, but I’ll probably not do much more than watch the highlights on the news, I suspect.

Research results

Q1: Are you interested in the Sochi Olympics? (Sample size=1,000)

Interested (to SQ1 onwards)16.4%
Somewhat interested (to SQ1 onwards)38.4%
Can’t say either way (to SQ2 onwards)18.6%
Somewhat uninterested (to SQ2 onwards)14.9%
Not interested11.7%

Q1SQ1: Why are you interested in the Sochi Olympics? (Sample size=548, multiple answer)

Expect Japanese athletes to do well52.0%
Like the Olympics49.1%
Like a particular sport31.0%
Can see top-level athletes’ techniques29.2%
Like sports, winter sports25.0%
Like a particular athlete20.6%
It’s a topic of conversation15.7%
No particular reason1.5%

Q1SQ2: What sports, ceremonies are you interested in at the Sochi Olympics? (Sample size=883, multiple answer)

Figure skate69.6%
Ski jump55.0%
Speed skate22.0%
Opening ceremony16.2%
Nordic combined (cross-country plus jump)11.1%
Closing ceremony9.6%
Alpine ski7.7%
Freestyle ski6.1%
Ice hockey6.0%
Short-track speed skate5.0%
Cross-country ski3.3%
Don’t know, nothing in particular16.0%

Q1SQ3: What athletes, teams will you be supporting? (Sample size=883, multiple answer, top ten)

Mao Asada (Figure skating)74.7%
Sara Takanashi (Ski jump)57.3%
Daisuke Takahashi (Figure skating)49.4%
Yuzuru Hanya (Figure skating)47.3%
Noriaki Kasai (Ski jump)38.5%
Kanako Murakami (Figure skating)35.1%
Akiko Suzuki (Figure skating)31.8%
Aiko Uemura (Mogul)31.4%
Woman’s curling team28.0%
Tatsuki Machida (Figure skating)25.9%

Q1SQ4: How many medals do you expect Japan to win at the Sochi Olympics? (Sample size=883)

One to three27.0%
Four to six50.8%
Seven to nine15.5%
Ten or more5.8%

Q1SQ5: Where, how do you want to watch, get news, etc regarding the Sochi Olympics? (Sample size=883, multiple answer)

At home watching live on television66.0%
Watching highlights on the news52.3%
Reading internet news columns21.5%
Reading newspaper columns17.8%
Watching recordings on television10.4%
Reading posts on Twitter, Facebook, etc2.2%
Watching live at sports bar, pub, etc1.7%
Going to Sochi to see in person1.1%
Watching live at a public viewing0.7%
Don’t plan to watch, follow the news8.3%

Q2: Which of the following trivia regarding the Sochi Olympics did you know about? (Sample size=1,000, multiple answer)

 KnewDidn’t know
This is the first time the Winter Olympics have been held in Russia or the Soviet Union21.6%78.4%
There is a five-hour time difference to Sochi10.0%90.0%
The opening ceremony starts on the 7th of February at 20:14 local time9.8%90.2%
There are 98 events, 12 more than at the previous Olympics at Vancouver4.1%95.9%
This year there is a new figure skate team event37.4%62.6%
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1 Comment »

  1. Janne said,
    February 5, 2014 @ 10:14

    If the last few olympics are any indication, my wife will probably have to be surgically removed from the TV by the time the games end. I’ll mostly “watch” with her while surfing the web, though the snowboard race events are quite fun to watch so I’ll make a point of catching them.

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