MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms

- Singapore, Thailand, Malaysia, Indonesia ~

Copyright © 2015 MicroAd

Southeast Asians’ Perceptions Towards CHERRY BLOSSOMS

Survey 2015

Survey Outline

Methodology: Online Questionnaire via GMO Research’s consumer panel "ASIA Cloud Panel”

Survey Period: 2nd – 6th February 2015

Countries Surveyed: Singapore, Thailand, Malaysia, Indonesia

Sample size: 1,200 (300 samples from each country)

Gender of respondents: Male 50%, Female 50%

Age groups: 20–29 (33%), 30–39 (33%), 16–29 & 40+ (33%)


1. How much do you like cherry blossoms?


0% 9% 18% 27% 36% 45%

9%

4%

2%

3%

10%

3%

3%

5%

26%

23%

24%

26%

29%

37%

28%

34%

26%

33%

43%

32%

Mean: 3.87

Mean: 4.05

Mean: 3.92

Mean: 3.53

Very much 5 4 3 2 1 Not at all


2. Where would you go to see cherry blossoms?

0% 20% 40% 60% 80%

10%

9%

3%

6%

14%

10%

6%

6%

44%

62%

77%

75% Japan

Japan

Japan

Japan

South Korea

Taiwan

Australia

Australia

South Korea

South Korea

Thailand

South Korea

(Top 3 countries)

3. Have you been to Japan for cherry blossom viewing?

0% 25% 50% 75% 100%

70%

80%

61%

78%

30%

20%

39%

22%

Yes No



4. Where do you think is the best place for cherry blossoms viewing in Japan?

0% 10% 20% 30% 40%

7%

10%

8%

13%

7%

11%

12%

13%

13%

12%

13%

13%

15%

14%

15%

15%

23%

31%

25%

33% I don’t knowHokkaido

(top 5 answers)

I don’t knowHokkaido

TokyoKyotoOsaka

KyotoOsaka

Tokyo

I don’t know

I don’t know

Hokkaido

Hokkaido

TokyoOsaka

Kyoto

TokyoOsaka

Okinawa


5. How did you come to find out about places for cherry blossoms viewing in Japan?

0% 20% 40% 60% 80%

16%

29%

23%

26%

22%

32%

24%

26%

27%

36%

30%

32%

36%

46%

37%

45%

80%

70%

71%

65% InternetFriends/Family

Television

Flyers/Brochures

Internet

Magazines

Magazines

BooksTelevision

Friends/Family

(top 5 answers)

**Excluded those who answer “I don’t know” in Q4.

Books

Magazines

Magazines

Television

BooksTelevision

Friends/Family

Internet

Internet

Friends/Family


6. How much do you think cherry blossoms would affect your decision to visit Japan?

0% 9% 18% 27% 36%

14%

4%

11%

8%

9%

6%

8%

8%

25%

27%

25%

30%

26%

35%

28%

30%

26%

28%

28%

24%

5 Very much 4 3 Moderately 2 1 Not at all

Mean: 3.52

Mean: 3.55

Mean: 3.76

Mean: 3.41


0% 17.5% 35% 52.5% 70%

19%

29%

28%

33%

27%

30%

38%

37%

67%

65%

63%

55% Internet

Friends/Family

Shops/Stores

Internet

Internet

Internet

Shops/Stores

Books

Friends/Family

Shops/Stores

Friends/Family

Books

Top 3 sources of information

45%55%

Yes No

33%

67%

46%54%

44%56%

7a. Do you know the following products (made/flavour) of cherry blossoms?(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)

7b. Have you purchased the following products (made/flavour) of cherry blossoms?(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)


0% 18% 35% 53% 70%

3%

11%

10%

0%

3%

15%

10%

3%

10%

21%

26%

11%

26%

32%

55%

43%

51%

29%

6%

61%

31%

25%

36%

20%

OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers

44%56%

Yes No

19%

81%

37%

63%

37%

63%

Sources of products

0% 13% 25% 38% 50%

8%

2%

2%

3%

6%

1%

4%

4%

19%

19%

18%

25%

29%

46%

36%

39%

39%

32%

40%

29%

Referral likelihood

Mean: 3.86

Mean: 4.07

Mean: 4.06

Mean: 3.86

Likely Unlikely


0% 17.5% 35% 52.5% 70%

21%

29%

25%

29%

21%

33%

30%

33%

69%

59%

57%

57% Internet

Friends/Family

Shops/Stores

Internet

Internet

Internet

Books

Shops/Stores

Shops/Stores

Friends/Family

Radio/Television

Books

7a. Do you know the following products (made/flavour) of cherry blossoms?(ii) Drinks (e.g. sake, tea, cocktail, soft drink, latte, etc)


48% 52%

Yes No

38%

62%

48% 52%

45%55%


0% 18% 35% 53% 70%

3%

13%

15%

0%

5%

12%

9%

7%

16%

18%

25%

21%

29%

26%

49%

43%

53%

36%

12%

58%

17%

18%

26%

11%


7b. Have you purchased the following products (made/flavour) of cherry blossoms?(ii) Drinks (e.g. sake, tea, cocktail, soft drink, latte, etc)

Sources of products

0% 13% 25% 38% 50%

3%

6%

4%

0%

8%

2%

5%

1%

22%

31%

22%

25%

27%

36%

30%

37%

40%

25%

39%

37%

Referral likelihood

53%47%

Yes No

39%

61%

44%56%

53%47%

Mean: 4.10

Mean: 3.93

Mean: 3.72

Mean: 3.95

Likely Unlikely


0% 17.5% 35% 52.5% 70%

19%

25%

28%

31%

20%

33%

31%

32%

64%

65%

63%

54% Internet

Shops/Stores

Newspaper

Internet

Internet

Internet

Shops/Stores

Books

Newspaper

Friends/Family

Billboards/Posters

Radio/Television

7a. Do you know the following products (made/flavour) of cherry blossoms?(iii) Dishes (e.g. burger, sushi, bento, etc)


72%

28%

Yes No

45%55%

74%

26%

62%

38%


0% 18% 35% 53% 70%

3%

0%

14%

2%

3%

16%

7%

5%

9%

18%

24%

21%

34%

26%

57%

52%

49%

37%

9%

33%

20%

24%

26%

12%


7b. Have you purchased the following products (made/flavour) of cherry blossoms?(iii) Dishes (e.g. burger, sushi, bento, etc)

Sources of products

0% 13% 25% 38% 50%

4%

5%

2%

0%

7%

5%

3%

7%

26%

26%

28%

26%

27%

34%

31%

33%

36%

29%

37%

33%

Referral likelihood

55%45%

Yes No

29%

71%

51% 49%

39%

61%

Mean: 3.93

Mean: 3.99

Mean: 3.76

Mean: 3.83

Likely Unlikely


0% 17.5% 35% 52.5% 70%

22%

32%

27%

27%

29%

35%

29%

42%

69%

64%

58%

55% Internet

Newspaper

Shops/Stores

Internet

Internet

Internet

Books

Radio/Television

Newspaper

Shops/Stores

Newspaper

Radio/Television

7a. Do you know the following products (made/flavour) of cherry blossoms?(iv) Cosmetics/Fragrances


42%

58%

Yes No

38%

62%

28%

72%

29%

71%


0% 18% 35% 53% 70%

7%

16%

13%

0%

1%

20%

10%

10%

15%

19%

19%

21%

11%

24%

47%

26%

44%

28%

10%

65%

43%

29%

41%

14%


7b. Have you purchased the following products (made/flavour) of cherry blossoms?(iv) Cosmetics/Fragrances

Sources of products

0% 13% 25% 38% 50%

4%

3%

2%

1%

6%

0%

4%

4%

25%

21%

23%

27%

27%

37%

32%

39%

39%

40%

39%

29%

Referral likelihood

56%44%

Yes No

37%

63%

47% 53%

34%

66%

Mean: 3.90

Mean: 4.03

Mean: 4.11

Mean: 3.91

Likely Unlikely


0% 17.5% 35% 52.5% 70%

22%

37%

26%

27%

29%

39%

30%

42%

64%

63%

61%

54% Internet

Friends/Family

Shops/Stores

Internet

Internet

Internet

Shops/Stores

Radio/Television

Newspaper

Shops/Stores

Books

Radio/Television

7a. Do you know the following products (made/flavour) of cherry blossoms?(v) Skin/Body Care


45%55%

Yes No

32%

68%

28%

72%

39%

61%

0% 18% 35% 53% 70%

6%

17%

14%

1%

2%

17%

16%

9%

14%

19%

19%

15%

11%

19%

35%

24%

43%

31%

7%

67%

40%

27%

44%

17%


7b. Have you purchased the following products (made/flavour) of cherry blossoms?(v) Skin/Body Care

Sources of products

0% 13% 25% 38% 50%

5%

2%

1%

1%

6%

3%

9%

2%

19%

23%

25%

29%

27%

37%

30%

43%

42%

36%

36%

25%

Referral likelihood

46%54%

Yes No

33%

67%

39%

61%

38%

62%

Mean: 3.88

Mean: 3.89

Mean: 4.02

Mean: 3.95

Likely Unlikely


0% 14% 28% 42% 56% 70%

8%

19%

12%

2%

5%

12%

11%

9%

12%

19%

18%

13%

22%

20%

44%

35%

33%

33%

7%

55%

40%

27%

39%

24%


8. Have you purchased the following products (with design) of cherry blossoms?(i) Clothes/Shoes

Sources of products

0% 11% 22% 33% 44% 55%

8%

1%

0%

2%

6%

3%

6%

0%

25%

27%

28%

44%

27%

42%

36%

26%

34%

27%

30%

29%

Referral likelihood

Mean: 3.80

Mean: 3.90

Mean: 3.90

Mean: 3.74

82%

18%

Yes No

59%

41%

70%

30%

66%

34%

Likely Unlikely



0% 14% 28% 42% 56% 70%

9%

17%

13%

2%

3%

18%

16%

7%

10%

20%

19%

20%

20%

20%

37%

29%

41%

28%

14%

52%

36%

28%

36%

29%


8. Have you purchased the following products (with design) of cherry blossoms?(ii) Jewelries/Other Accessories

Sources of products

0% 11% 22% 33% 44% 55%

5%

1%

2%

2%

11%

0%

5%

2%

20%

38%

32%

25%

32%

31%

32%

39%

32%

30%

29%

32%

Referral likelihood

Mean: 3.98

Mean: 3.80

Mean: 3.87

Mean: 3.76

81%

19%

Yes No

72%

28%

76%

24%

66%

34%

Likely Unlikely


0% 14% 28% 42% 56% 70%

9%

20%

21%

2%

3%

21%

12%

11%

12%

20%

17%

18%

16%

13%

35%

33%

38%

18%

7%

47%

35%

29%

34%

11%


8. Have you purchased the following products (with design) of cherry blossoms?(iii) House decorations/Furniture

Sources of products

0% 11% 22% 33% 44% 55%

4%

1%

3%

2%

10%

2%

4%

5%

28%

27%

31%

26%

28%

43%

35%

39%

29%

26%

28%

28%

Referral likelihood

Mean: 3.86

Mean: 3.80

Mean: 3.90

Mean: 3.68

81%

19%

Yes No

52% 48%

72%

28%

61%

39%

Likely Unlikely


0% 14% 28% 42% 56% 70%

9%

22%

20%

0%

4%

20%

13%

10%

7%

12%

15%

14%

19%

14%

33%

27%

44%

36%

6%

64%

31%

20%

39%

10%


8. Have you purchased the following products (with design) of cherry blossoms?(iv) Tablewares/Teawares

Sources of products

0% 11% 22% 33% 44% 55%

3%

3%

4%

2%

10%

4%

6%

10%

30%

27%

32%

38%

28%

38%

29%

22%

29%

29%

29%

29%

Referral likelihood

Mean: 3.67

Mean: 3.74

Mean: 3.86

Mean: 3.69

79%

21%

Yes No

52% 48%

74%

26%

68%

32%

Likely Unlikely


0% 14% 28% 42% 56% 70%

10%

20%

17%

3%

7%

14%

13%

12%

18%

18%

19%

18%

18%

19%

42%

28%

38%

28%

7%

52%

30%

27%

30%

12%


8. Have you purchased the following products (with design) of cherry blossoms?(v) Collectibles/Arts

Sources of products

0% 11% 22% 33% 44% 55%

3%

3%

4%

2%

10%

4%

6%

10%

30%

27%

32%

38%

28%

38%

29%

22%

29%

29%

29%

29%

Referral likelihood

Mean: 3.63

Mean: 3.85

Mean: 3.72

Mean: 3.79

80%

20%

Yes No

57%

43%

68%

32%

67%

33%

Likely Unlikely

0% 14% 28% 42% 56% 70%

9%

20%

21%

2%

3%

21%

12%

11%

12%

20%

17%

18%

16%

13%

35%

33%

38%

18%

7%

47%

35%

29%

34%

11%


8. Have you purchased the following products (with design) of cherry blossoms?(vi) Toys/Children Products

Sources of products

0% 11% 22% 33% 44% 55%

6%

2%

3%

3%

10%

7%

9%

7%

27%

26%

29%

28%

22%

44%

34%

31%

35%

22%

26%

31%

Referral likelihood

Mean: 3.79

Mean: 3.69

Mean: 3.76

Mean: 3.70

90%

10%Yes No

67%

33%

82%

18%

71%

29%

Likely Unlikely


MicroAd is the pioneering ad platform company in Japan and has expanded its presence across the Asia region. Dedicated to provide optimization solutions for online display advertising, it has launched the programmatic ad platforms of both demand and supply sides. There are currently more than 10,000 advertisers and 5,000 publishers using its platforms for effective ad management and programmatic ad trading (as of February 2015). It also established a subsidiary “MicroAd Inbound Marketing” specializing in Japan’s inbound tourism marketing services in January 2015.

For more information, please visit: http://www.microad.co.jp/en/or email to: [email protected]

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MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms

Lifestyle

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