Online Opportunities — Understanding the Japanese Internet Market (1996)
This report is a 191-page study based on more than 2,000 Japanese Internet user responses to a detailed online survey conducted over more than a one-year period. It also provides qualitative comments selected from hundreds of actual online product orders and thousands of e-mail messages received from active World Wide Web users in Japan. Also included are four case studies and a comprehensive review of secondary research results from Japan. Client comments about this report are available.
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Table of contents
I. Introduction (p.3-9)
About the authors of this report
Terminology and disclaimer
Data sources reviewed for this report
Primary data collection site
II. Characteristics of the Japanese Internet (p.15-47)
i. Overview
A brief history of the commercial Internet in Japan
Telephone service in Japan
Connectivity service providers
The Internet and traditional media
ii. A profile of Japan's regular Internet users
Number of users and growth projections
Age & sex
Occupation & income
Users' geographic location
Locations from which users access the Internet
Operating system and browser trends
Online shopping experience
iii. Domestic Internet applications
Online shopping
Employment opportunity, rental housing listings
Procurement/importing/supplier soliciting
III. Opportunities for foreign companies (p. 53-87)
i. Overseas-oriented user profile
Age & sex
Occupation & income
Marital status & children in household
Users' geographic location
Locations from which users access the Internet
Operating system and browser trends
Online shopping experience
Propensity to take action online
Experience with international mail order purchasing
ii. Case studies of use of the Japanese Internet by U.S. companies
PR/sales tool for bookseller
Online computer products retailer
Building materials exporter
Import/export consultant
iii. Interest in foreign countries and foreign-made goods
Interest in foreign products and services
Interview with consumer who used Web to make $29,000 purchase
Keys to successful online applications
Product and service needs in Japan
IV. The future of the Internet market in Japan (p.91-95)
Japan's commercial online services and the Internet
NTT's OCN
Japan's potential as an Internet market
V. Chronology of Internet-related events in Japan in the first half of 1996 (p.100-165)
Applications
Cable television
Carriers
Connectivity service providers
Corporate Web sites and Web-based services
Electronic commerce
Internet-related products
Java
MPT/parcel carriers
Research
Search engine services
Tools/software
Web hosting and consulting services
VI. Japan Internet Report (p.170-186)
February 96
March 96
April 96
May 96
June 96
July 96
August 96
VII. Appendix (p.189-190)
Using the Internet in Japanese
Japanese computing resources
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