teads luxury insights japan
TRANSCRIPT
![Page 1: Teads Luxury Insights Japan](https://reader036.vdocument.in/reader036/viewer/2022083021/58a12cff1a28abd34f8b4b3f/html5/thumbnails/1.jpg)
LUXURY INSIGHTS:JAPAN
August 2015
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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
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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
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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
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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
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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