Teads Luxury Insights Japan
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Transcript of Teads Luxury Insights Japan
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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