Companies and Markets
Call us on +44 (0) 203 086 8600
Market Research A to Z | Company Profiles A to Z | RegisterRegister | Contact UsContact Us | Shopping Basket Shopping Basket
+44 (0) 203 086 8600 Call us on

Consumer Attitudes and Online Retail Dynamics in Japan

Japan online retail market: 6.1% of all retail sales by 2016

The early adoption of 3G mobile technology meant that the price of fixed internet connections, where most online shopping takes place, was initially very high. Government investment in infrastructure means prices have come down and the penetration rate of fixed broadband internet subscriptions is increasing, but marketers must be prepared to target the large number of consumers who access the internet through their phones.

While consumer spending in Japan is recovering from the global financial crisis and the 2011 tsunami, these events have accelerated the evolution of online shopping, driving more consumers online in the search for low cost products and encouraging the Japanese to be more open with their public personas on social networks.

Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched. This report quantitatively examines the components of change in the market by looking at historic and future growth patterns, including how changes in consumer behaviour have affected the online retail sector for different product categories.

Japanese consumers, who are known to use the internet extensively, find online shopping too complex or prefer to physically examine products before purchasing, which impacts the online retail market. In addition to selling the product, marketing campaigns in Japan will therefore have to convince consumers of the benefits online shopping offers.

Early and widespread use of third-generation mobile phones in Japan has limited demand for fast fixed connections at home. Furthermore, high costs when broadband internet first became available drove low initial adoption rates. While prices have come down significantly, use of Fixed Broadband connections in Japan lags behind other countries.

While smartphones are widely used in Japan, opportunities for m-commerce are more limited. Factors such as online payment security, a preference for purchase using laptops or computers and the desire to evaluate products physically before purchasing means that shopping using mobiles remains a niche activity.

Social Media in Japan is evolving: previously, Japanese consumers were reticent to share public details online. However, the growing popularity of Facebook in the country shows that the division between private and public online personas is disappearing.

Japanese consumers still have concerns regarding the security of online payments. They therefore expect online retailers to offer a number of alternative payment systems, including cash on delivery and payment at Konbini stores.

Change Currency

GBP
USD

Visitor Comments

All posts are pre-moderated and must obey the house rules.

Change Currency

GBP
USD

Use our research skills: Get free support

Free Research Support: Let us do the work for you and find information from public and private sources of information. Contact us now and we can save you time and money.......Free Research Support

eBrandPromote: Get your brands ranked highly online

eBrandPromote: Let us promote your brand online through article writing, press release distribution, social media and search engine marketing services. Click here to download our eBrandPromote brochure.

Accessibility
Close

Contrast settings

Text size settings