LUXURY INSIGHTS:JAPAN

August 2015

OverviewDigital audience behaviour in Japan

Source: eMarketer, Ipsos, Bain

Internet users represent

4/5of the Japanese population

Japanese e-commerce market represents

1/4of total sales in Asia Pacific

65%of the population access

internet on a mobile device

There are

1.2 mobile connections per

inhabitant

79% of Japanese internet users are

digital buyers

The Japanese luxury market is

expected to grow +6%in volume for 2015 vs. 2014

Why digital advertising?

Source: eMarketer, Ipsos

Affluent consumers rely on their digital devices

41%of luxury buyers use search engines to research luxury

goods

1/3of Japanese Facebook users

earn more than ¥7,000,000 a year

99% of Japanese luxury shoppers

use the internet daily

PC/Laptop/Netbook

Smartphone

Tablet

0% 20% 40% 60% 80% 100% 120%

99%

59%

28%

86%

25%

11%

Devices used by affluent luxury buyers vs. general population (%):

Average Luxury buyers

Video advertising

Typical smartphone video watching sessions last

between

1-3 min for Japanese aged over 30

Online viewers spend

2,747hwatching online videos each

month

Source: eMarketer, Ipsos

Japanese affluent are extensively exposed to video ads

80% of Japanese internet users are

online video viewers

Read online articles

Search online to find a store address

Read online consumer reviews

Look at comparison website

Look for information from a website/app

0% 5% 10% 15% 20% 25% 30%

10%

12%

12%

15%

27%

Digital activities by luxury shoppers to search for information (%):

Users who watch digital video spend on average

51 min per day watching videos on their

computer and 34 min on their mobile

Ad effectivenessLuxury consumers are effectively reached through video ads

Source: eMarketer, Ipsos

44%of Japanese internet users

read news online

60%of Japanese say they are

constantly looking at screens these days

1/3of digital video viewers said their interest

for the brand/product grew after consuming branded digital content

47% of luxury buyers use their computer to conduct online research about luxury

products

Video is the preferred form of luxury

advertising according to Japanese luxury shoppers

Japanese shoppers spend

$2,720 on average on a luxury

purchase, vs. $2,600 in Europe/the US

Path to purchaseVideo ads influence shoppers looking for information online

Source: eMarketer, McKinsey, Ipsos

7% of luxury purchases

happen online

18% of Japanese urban female internet users prefer to shop digitally rather than in-

store

Sophistication &

self-esteem drive luxury purchases in Japan

Among all Japanese luxury buyers:

92% search for in-

formation prior to pur-

chaseof which

49% check

information sources online

39%of luxury shoppers combine online and offline research before purchasing luxury

products

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