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Kanako Sudo
November 30, 2017

dataSpring's Robust Japan Panels | dataSpring EYE ON ASIA

dataSpring's Japan Panels

Introduction

dataSpring's Japan panels are some of the best in Asia and include panelists from multiple sources - including proprietary panels through our surveyonplatform, panelists integrated through our API called surveyon Partners and panelists recruited through our parent company's platform called "ann-kate". We know the Japan market better than anyone and this article shares our tips for successfullyconducting online research in Japan.

Languages

  • Official: Japanese
  • Survey: Japanese

Regions

Japan can be divided into 9 categories below:

  1. Hokkaido/Tohoku
  2. Kanto
  3. Koshinetsu
  4. Hokuriku
  5. Tokai
  6. Kinki
  7. Chugoku
  8. Shikoku
  9. Kyushu/Okinawa

Areas that are often targeted by researchers are one or both of the following categories:

 

1. The capital city, Tokyo, the largest city in Japan, and the commuting areas around Tokyo:

  • Tokyo
  • Saitama
  • Chiba
  • Kanagawa

Note: Tokyo, Saitama, Chiba and Kanagawa account for 36.3% of the total population.

 

2. The second largest city, Osaka, and the commuting area around Osaka:

  • Osaka
  • Kyoto
  • Hyogo
  • Nara

Demographics and Ratio of Panel Composition

The Internet penetration rate is high at 91.1%* 1 (as of 2016), and there is no big difference between population composition ratio and panel composition ratio. Our parent company, Marketing Applications Inc., offers Japanese panels and operates mobile applications for surveys. Due to high demand, we have focused our recruiting and retention efforts on the teens and 20s demographic groups -leading us to have a higher count of younger panelists than other companies.

 

% est. pop. *1 Ratio of Panel Composition for dS panel
Male 48.7% 46.2%
Female 51.3% 53.8%
16-19yo 7.2% 7.9%
20-29yo 18.6% 21.8%
30-39yo 23.4% 20.9%
40-49yo 27.6% 27.3%
50-59yo 23.2% 22.2%

* 1 Reference website: http://www.internetlivestats.com/internet-users/japan/

 

Need more details?

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Income

In Japan, the concept of SEC is not very common. Therefore, when conducting online research, we often target individual monthly income or household monthly income.

 

*SEC is the socioeconomic characteristic that a consumer has - defined by variables such as income, educational background, occupation and so on. It stands for Social Economic Characteristics.

% Monthly Household Income

  Ratio of Panel Composition for dS panel
Less than JPY 200,000 14.1%
JPY;200,000-299,999 17.0%
JPY 300,000 - 399,999 18.0%
JPY400,000 - 499,999 15.2%
JPY500,000 -599,999 11.3%
JPY600,000 - 999,999 15.1%
JPY 1,000,000 or higher 9.2%

 

 

Local Pro Tip:

When conducting research in Japan, it is more common to ask people about their annual income rather than their monthly income. Because of this, respondents are also more accustomed to answering with their annual incomes. For that reason, it is better to ask about a respondent's annual income.

 

Ethnic composition

98.5% of the total population are regarded as Japanese ethnic. Knowing this, it is very difficult to specify targeting conditions and allocations based on the ethnic composition in Japan.

 

Precautions in Conducting Online Research

  • We cannot ask questions that are against public order and morals. Please contact our sales representative in advance for any questions you are unsure of before conducting your research.
  • Contents that are against the law
  • Contents that are related to bullying and discrimination
  • Contents that are related anything sexual in nature

Download dataSpring's Mobile Capabilities

dataSpring Mobile Capabilities Brochure

 

Final Words

Japan offers a lot of opportunity, especially now that the 2020 Summer Olympics will be held in Tokyo. With many businesses striving to enter its market every year leading up the games, it’s no surprise that Japan has become one of dataSpring’s most in-demand panels.


Before conducting online or mobile surveys in Japan, it’s important to know its basic profile. For more in-depth information, talk to our Local Experts today!

 

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