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Online Opportunities — Understanding the Japanese Web User (1997)
This is a comprehensive report on World Wide Web usage in Japan. It will prove especially valuable for online retailers, technology product marketing managers, media planners and buyers, business/market researchers and analysts, and telecom, cable and video service and content providers who are either active in Japan or planning Japan-specific activity.
The report includes the only authorized English language version of a 20,600 Web user study cooperatively conducted by Nikkei Research and Yahoo! Japan Corporation, with complete crosstabs. Critical analysis of the Nikkei/Yahoo! Japan results and additional insight is provided by four exclusive TKAI surveys: A query of over 4,000 "overseas-oriented" users, ongoing since July of 1995, 1997 studies of nearly 2,000 heavy users/online shoppers and over 4,700 computer and Internet enthusiasts, and a 1996-97 questionnaire answered by over 1,100 women Web users.
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Table of contents
Overview (p. 5-16)
About the authors
Notes on the data
Terminology and disclaimer
Number of Internet and Web users in Japan
Summary of key Nikkei Research/Yahoo! JAPAN findings
1. Japanese Web user profiles (p. 17-28)
Sex
Age
Marital status and children in household
Geographic location
Occupation/income
Hobbies and areas of interest
Magazine preferences and television viewing time
Five typical user segments
2. The Internet access environment in Japan (p. 29-36)
Locations from which users access the Web
Access methods, speeds
Providers used
Operating systems and browsers used
3. Web usage patterns (p. 37-54)
Access frequency
Time spent online
Internet usage history
Purpose of Web surfing
How Web sites are found
Web content preferences
Search engine category and keyword rankings
Fluctuations in World Wide Web usage
Time online-conscious Web users
How the five typical user segments employ the Web
Market concentration
Use of personal home pages
4. Elements of a compelling Web presence (p. 55-64)
Critical elements
Preferred elements by visitor sex
Preferred elements by visitor age
Preferred elements: Experienced vs. newer users
Elements of unattractive sites
5. Japan's banner advertising market (p. 65-76)
Market size
Key players and alliances
CPMs and clickthrough rates
Principles of effective banner advertising
6. Online shopping (p. 77-88)
Potential Internet shopper analysis
Internet shopping experience
Product, vendor and ordering preferences
Interview with Cyberian Outpost
Interview with CDnow
7. Interviews with managers of leading Japanese Web sites (p. 89-102)
Ajinomoto, Co., Inc.
Toyota Motors
Pepsi-Cola Japan
Microsoft (Japan)
Recruit
8. Yahoo! JAPAN survey questions (p. 103-110)
9. Crosstabs from the Yahoo! JAPAN survey (p. 111-181)
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