microad - survey on travel preferences of southeast asians to japan 2015

- Singapore, Thailand, Malaysia, Indonesia

Travel Preferences of Southeast Asians To Japan 2015

Survey on

© MicroAd, Inc. 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

Respondents: Males & Females aged 16 – 69

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

Survey on Travel Preferences of

Southeast Asians To Japan 2015


Q1. What are you interested in about Japan? [multiple selections]

SingaporeFood

Nature/SceneryCultures/Society

Technologies/ElectronicsFashionPeople

Anime/MangaHistory

LanguageCosmetic/Beauty Products

Media/EntertainmentArchitecture

Traditional ArtsSports/Games

ReligionsOthers

0% 17% 34% 51% 68% 85%

1%11%12%

19%22%

27%32%33%

36%38%39%39%

44%53%

60%82%

MalaysiaTechnologies/Electronics


FoodAnime/Manga

LanguageArchitecture

Media/EntertainmentPeopleFashionHistory

Cosmetic/Beauty ProductsTraditional ArtsSports/Games

ReligionsOthers

0% 17% 34% 51% 68% 85%

1%9%

23%34%35%

40%40%41%41%41%43%

52%61%61%61%

70%

IndonesiaTechnologies/Electronics

Nature/SceneryFood

Cultures/SocietyAnime/Manga

Media/EntertainmentTraditional Arts

HistoryFashion

LanguageSports/Games

ArchitecturePeople

Cosmetic/Beauty ProductsReligions

Others0% 17% 34% 51% 68% 85%

1%4%

21%22%

28%35%

37%38%40%

42%42%

51%52%

54%60%

63%

ThailandFood


Technologies/ElectronicsAnime/Manga

LanguageCosmetic/Beauty Products

FashionHistoryPeople

ArchitectureMedia/Entertainment

Traditional ArtsSports/Games

ReligionsOthers

0% 17% 34% 51% 68% 85%

2%10%

17%22%

24%26%28%

30%32%

35%37%

49%51%

56%62%

68%




Q2. Have you been to Japan?

0%

25%

50%

75%

100%

Singapore Thailand Malaysia Indonesia

22%28%29%

48%

78%72%71%

52%

NoYes




Q3. From what sources do you mainly get information about Japan? [multiple selections]

-90% -60% -30% -0%

Visited

0% 30% 60% 90%

1%

6%

37%

42%

36%

46%

70%

75%

Not visited

-90% -60% -30% -0%

Visited

0% 30% 60% 90%

2%

12%

15%

24%

36%

44%

72%

74%

Not visited

0% 30% 60% 90%

1%

11%

49%

46%

46%

59%

85%

85%

Not visited

-90% -60% -30% -0%

Visited

-90% -60% -30% -0%

Visited

0% 30% 60% 90%

1%

20%

37%

23%

39%

49%

86%

88%

Not visited

Online websites

Television

Friends/ Family

Travel book

Magazine

Newspaper

Mobile Apps

Others

Online websites

Television

Travel book

Magazine

Friends/ Family

Newspaper

Mobile Apps

Others

Online websites

Television

Magazine

Travel book

Friends/ Family

Newspaper

Mobile Apps

Others

Online websites

Television

Magazine

Newspaper

Travel book

Friends/ Family

Mobile Apps

Others

Singapore Thailand

IndonesiaMalaysia



90% 60% 30% 0% 90% 60% 30% 0%

90% 60% 30% 0% 90% 60% 30% 0%

84%

63%

51%

51%

40%

43%

10%

1%

75%

54%

44%

32%

40%

28%

3%

1%

88%

74%

54%

64%

54%

49%

17%

1%

83%

72%

54%

42%

55%

40%

17%

0%


0%

15%

30%

45%

60%

Hokkaido Okinawa Kansai Kanto Kyushu Chubu Shikoku Chugoku Tohoku

8%11%

14%

5%8%6%

12%14%

23%

11%7%7%5%7%

17%18%

6%

23%

5%3%2%1%

13%8%

14%9%

45%

2%3%3%3%8%8%

10%12%

50%

SingaporeThailandMalaysiaIndonesia

Q4. Which region of Japan would you like to visit the most (for your next trip)?



**Okinawa is excluded from Kyushu region

0%

15%

30%

45%

60%

Hokkaido Okinawa Kansai Kanto Kyushu Chubu Shikoku Chugoku Tohoku

5%7%3%3%

9%

31%

15%

6%

21%

2%4%2%2%2%

38%

13%

4%

32%

2%1%3%

0%

8%

20%22%

8%

37%

2%3%1%2%3%

21%

10%

3%

56%

Visi

ted

Japa

n N

ot v

isite

d Ja

pan


Q4a. I have been to… [multiple selections]

0%

20%

40%

60%

80%

Kanto Kansai Hokkaido Okinawa Kyushu Tohoku Chubu Chugoku Shikoku

28%28%

22%

32%

26%

35%

65%

34%

46%

25%26%

19%

27%

20%

26%

48%

39%

52%

17%

25%

30%

24%

29%25%

39%

58%

68%

10%11%13%14%

18%21%

41%

46%

71%


**Okinawa is excluded from Kyushu region.

*only answered by respondents who have been to Japan




Q4b. I plan to go to Japan again…

0%

17%

33%

50%

66%

within 6 months within 1 year within 3 years after 3 years not decided yet no plan

0%3%

11%

26%

39%

22%

2%

8%

1%

14%

61%

13%

1%7%

2%

20%

40%

30%

1%

14%

4%

17%

42%

22%




*only answered by respondents who have been to Japan


Q5. How much was your expenditure/is your budget per day for a trip to Japan on average? (excluding flight expenses)



0%

13%

25%

38%

50%

US $0 - 49 US $50 - 99 US $100 - 299 US $300 - 499 US $500 - 999 US $1,000 & above

8%11%

22%

40%

17%

3%

16%12%

31%

38%

2%1%

13%

7%

16%

47%

12%

6%

13%10%

23%

36%

16%

2%


0%

13%

25%

38%

50%

US $0 - 49 US $50 - 99 US $100 - 299 US $300 - 499 US $500 - 999 US $1,000 & above

13%11%

19%

25%

16%17%

11%13%

21%

35%

15%

5% 7%5%

17%

35%

23%

14%

5%

12%

21%

41%

18%

3%

Visi

ted

Japa

n N

ot v

isite

d Ja

pan


Q6. What did you spend/do you expect to spend the most on for a trip to Japan? (excluding flight expenses)



0%

11%

23%

34%

45%

Accommodation Food & Beverage Shopping Attractions Travel Agency/Services Transportation Activities

5%

0%

6%

34%

28%

15%12%

5%5%1%

19%23%

17%

31%

1%

9%7%

13%

38%

18%

14%

1%2%3%

10%

22%23%

39%


0%

11%

23%

34%

45%

Accommodation Food & Beverage Shopping Attractions Travel Agency/Services Transportation Activities

3%2%3%

43%

26%

18%

3%7%

1%4%

36%

25%

13%13%

1%

7%9%

12%

24%24%24%

5%2%2%

21%21%23%

27%

Visi

ted

Japa

n N

ot v

isite

d Ja

pan


Q7. What kind of product did you buy/would you be interested to buy in Japan? [multiple selections]

-88% -66% -44% -22% 0%

Visited

0% 22% 44% 66% 88%

1%

7%

7%

7%

14%

16%

21%

28%

27%

32%

33%

52%

61%

Not visited

-88% -66% -44% -22% 0%

Visited

0% 22% 44% 66% 88%

2%

7%

12%

13%

13%

25%

20%

28%

29%

45%

33%

48%

50%

Not visited

-88% -66% -44% -22% 0%

Visited

0% 22% 44% 66% 88%

1%

8%

17%

19%

18%

29%

27%

36%

41%

32%

44%

60%

57%

Not visited

0% 22% 44% 66% 88%

0%

6%

15%

17%

16%

21%

28%

20%

37%

36%

53%

48%

59%

Not visited

-88% -66% -44% -22% 0%

Visited

Food

Clothing/Shoes/Jewelry

Cosmetic/Beauty

Electronics

Health/Personal Care

Collectibles/Arts

Manga/Anime merchandise

Toys/Games

Home/Kitchen

Music/Movie

Books

Sports/Outdoor

Others

Singapore Thailand

IndonesiaMalaysia

Food


Cosmetic/Beauty

Electronics

Toys/Games

Collectibles/Arts



Home/Kitchen

Books

Music/Movie

Sports/Outdoor

Others


Food

Electronics

Collectibles/Arts


Cosmetic/Beauty

Toys/Games

Music/Movie

Books


Home/Kitchen

Sports/Outdoor

Others


Electronics

Food

Cosmetic/Beauty

Collectibles/Arts



Toys/Games

Music/Movie

Home/Kitchen

Books

Sports/Outdoor

Others



88% 66% 44% 22% 0%

88% 66% 44% 22% 0%

88% 66% 44% 22% 0%

88% 66% 44% 22% 0%

79%

50%

41%

32%

28%

20%

21%

24%

12%

10%

9%

7%

1%

82%

60%

58%

32%

28%

25%

29%

17%

21%

18%

13%

8%

0%

61%

51%

62%

45%

32%

32%

38%

23%

20%

18%

19%

12%

0%

68%

48%

42%

34%

32%

28%

19%

19%

23%

12%

11%

8%

0%


Q8. What is/are your favourite Japanese food(s)? [multiple selections]

-88% -66% -44% -22% 0%

Visited

0% 22% 44% 66% 88%

1%2%

15%14%

17%30%

34%27%

38%42%

50%47%48%

60%78%

Not visited

-88% -66% -44% -22% 0%

Visited

0% 22% 44% 66% 88%

1%6%13%14%

18%28%28%

37%28%

33%36%

39%43%

55%69%

Not visited

0% 22% 44% 66% 88%

1%2%5%10%9%13%15%

24%29%31%

26%42%

48%55%

80%

Not visited

-88% -66% -44% -22% 0%

Visited

0% 22% 44% 66% 88%

1%6%11%14%13%

20%19%

29%23%

29%28%

26%49%

63%65%

Not visited

-88% -66% -44% -22% 0%

Visited

Sushi Ramen

Tempura Sashimi

Teppanyaki Desserts

Soba/Udon Sukiyaki

Japanese curry Takoyaki Yakiniku Donburi

Okonomiyaki Natto Others

Singapore Thailand

IndonesiaMalaysia

Sushi Ramen Donburi Tempura Takoyaki

Soba/Udon Sashimi Sukiyaki

Japanese curry Desserts Yakiniku

Okonomiyaki Teppanyaki

Natto Others

Sushi Ramen

Tempura Sukiyaki Takoyaki Yakiniku Sashimi

Japanese curry Soba/Udon

Desserts Teppanyaki

Okonomiyaki Donburi Natto Others

Sushi Tempura

Teppanyaki Ramen

Desserts Takoyaki Sashimi

Soba/Udon Japanese curry

Sukiyaki Donburi

Okonomiyaki Yakiniku Natto Others



88% 66% 44% 22% 0% 88% 66% 44% 22% 0%

88% 66% 44% 22% 0% 88% 66% 44% 22% 0%

80% 70% 61% 59% 53% 45% 40% 37% 37% 30% 27% 24% 19% 8% 1%

77% 62%

52% 55%

45% 40%

45% 35%

41% 38%

33% 29% 22%

13% 1%

77% 69%

58% 62%

42% 33% 32% 27% 26%

20% 18%

17% 14% 10% 2%

65% 51% 49%

37% 32% 31%

28% 15% 25%

19% 20% 19%

12% 8% 0%


Q9. What is your MOST favourite Japanese food? (Top 10 in each country)



SushiSashimiRamen

TeppanyakiTempuraDessertsSukiyaki

Japanese curryTakoyakiYakiniku

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

Visited JapanNot visited Japan

29%

21%

18%

7%

6%

5%

3%

3%

2%

1%

SushiRamen

SashimiSukiyakiTempuraDonburiYakiniku

TakoyakiJapanese curry

Desserts0% 9% 18% 27% 36% 45%


29%

14%

13%

10%

7%

6%

5%

4%

4%

3%

SushiTempura

RamenTeppanyaki

TakoyakiSashimi

DessertsJapanese curry

SukiyakiOthers

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


44%

15%

11%

11%

6%

4%

3%

2%

1%

1%

SushiRamen

TempuraTakoyakiSukiyakiYakinikuDesserts

Japanese curryTeppanyakiSoba/Udon

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


35%

25%

18%

4%

4%

3%

3%

3%

2%

2%

Singapore Thailand

IndonesiaMalaysia


Singapore (Visited)

Singapore (Not visited)

Thailand (Visited)

Thailand (Not visited)

Malaysia (Visited)

Malaysia (Not visited)

Indonesia (Visited)

Indonesia (Not visited)

0% 25% 50% 75% 100%

75%

29%

80%

52%

76%

59%

85%

71%

25%

71%

20%

48%

24%

41%

16%

29%

YesNo


Southeast Asians To Japan 2015Q10. Have you heard of the term

“Cool Japan”?




About MicroAd

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 at February 2015). It also established a new subsidiary “MicroAd Inbound Marketing” specializing in inbound tourism marketing services in January 2015.

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


http://www.microad.co.jp/en/

mailto:[email protected]