日本网络服务提供商软银softbank用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSInternet

providers:

SoftBankcustomers

in

JapanConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSoftBank

customers

inJapan:whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

SoftBankcustomers

inJapan(’’brandusers’’)

againstJapanese

home

internet

users

ingeneral

(’’category

users’’),

and

theoverall

Japaneseonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Japan)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

16%,

SoftBank

is

the

most

used

internet

providerin

JapanManagement

summary:

brandusageand

competitionTop10

most

used

internetprovidersinJapanSoftBankNTTdocomoau16%13%8%BIGLOBESo-net5%5%4%OCN@nifty3%OPTAGEBBIQ2%1%1%broad

Hikari4Notes:"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=348

home

internet

usersConsumer

Insights

Global

as

of

August

2023Sources:SoftBank

customers

in

JapanManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSoftBank

ismore

popularamongGeneration

Zthanother

internetproviders.Anhonest

and

respectable

lifeis

moreimportant

to

SoftBank

customers

thantootherhome

internet

users.Itstands

out

thatonly

31%

ofSoftBankcustomers

are

concerned

thattheirdata

viaagaming

console

more

often

thanisbeing

misused

ontheinternet.SoftBank

customers

access

theinternettheaverage

home

internet

user.SoftBank

hasmore

malethanfemalecustomers.Family

andparentingarerelativelyprevalent

interests

of

SoftBankcustomers.52%

ofSoftBank

customers

are

inthelatemajority

ofinnovation

adoptertypes.SoftBank

customers

tendtolikecompany

postsmore

often

than

theaverage

onliner.SoftBank

hasalarger

shareofcustomers

with

amedium

householdincome

thanotherinternet

providers.SoftBank

customers

aremore

likely

tohavevideo

gamingasahobby

thanother

home

internet

users.Arelatively

highshare

ofSoftBankcustomers

thinkthattheeconomicsituationis

anissue

thatneedstobeaddressed.SoftBank

customers

remember

seeingadsinvideo

gamesmore

often

thanother

home

internet

users.SoftBank

customers

aremore

likely

toliveincities

withover

1millioninhabitants

than

home

internet

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+SoftBank

ismore

popular

among

Generation

Z

than

other

internet

providersDemographic

profile:

generationsAgeof

consumersinJapanBrand

users22%35%39%4%Category

usersAllrespondents15%31%42%11%10%17%33%40%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023SoftBank

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinJapanBrand

users56%44%Category

usersAllrespondents53%47%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsSources:Consumer

Insights

Global

as

of

August

202348%

of

SoftBank

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinJapan38%36%35%34%32%30%20%18%

18%7%6%

6%6%4%

4%2%1%

1%0%

0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=54

SoftBank

customers,n=348

home

internetusers,n=3,050

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023SoftBank

has

a

larger

share

of

customers

with

a

medium

household

incomethan

other

internet

providersDemographic

profile:

incomeShare

ofconsumersinJapan

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users33%48%20%Category

usersAllrespondents37%36%27%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internetaccessat

home?";Single

Pick;Base:n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

202330%

of

SoftBank

customers

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinJapanlive30%29%27%26%

26%23%23%20%17%16%14%13%7%6%6%6%4%4%3%1%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

home

internet

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinJapan39%36%31%27%24%21%18%16%15%13%

14%13%10%8%6%4%3%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;

Base:

n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

allrespondentsConsumer

Insights

Global

as

of

August

20234%

of

SoftBank

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinJapanBrand

users4%93%91%4%5%Category

users

4%Allrespondents

4%88%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

providerof

yourinternet

access

athome?";Single

Pick;Base:n=54

SoftBank

customers,n=348

home

internetusers,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

ismore

important

to

SoftBank

customers

than

toother

home

internet

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinJapan76%80%77%57%57%57%43%45%43%35%31%37%26%30%20%26%21%22%20%20%18%9%

9%7%7%6%

6%5%4%4%Havingagood

timeAhappyrelationshipSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsTobesuccessfulAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

access

at

home?";Single

Pick;

Base:

n=54SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

SoftBank

customersConsumer

lifestyle:

main

interestsTop10

interestsofSoftBank

customersinJapan44%42%41%41%39%36%35%34%30%30%28%26%24%27%26%25%26%24%24%22%22%22%21%20%20%19%19%16%14%13%Movies,TVshows&musicFood

&diningTravelFashion&beautyHealth

&fitnessPolitics&societyandcurrentworld

eventsSportsFamily

&parentingFinance&economyHistoryBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=54

SoftBank

customers,

n=348

home

internet

users,

n=3,050all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

are

more

likely

to

have

video

gaming

as

a

hobby

than

otherhome

internet

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSoftBank

customersinJapan33%33%33%28%26%24%23%

23%20%21%20%19%18%18%Pets17%15%15%15%14%12%12%13%12%11%11%10%11%9%6%5%TravelingVideo

gamingCooking/bakingReadingDoing

sportsandfitnessPhotographyBoard

games/cardgamesTech

/computersCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

SoftBank

customers

play

basketballConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSoftBank

customers

inJapan6%6%5%5%5%4%4%4%4%3%3%3%3%3%3%3%2%2%2%2%2%2%2%2%2%2%

2%1%1%0%BasketballGolfBaseball/SoftballCyclingSoccerAmericanFootball

/FlagFootballBadmintonFitness,aerobics,cardioHikingSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

access

at

home?";Single

Pick;

Base:

n=8

SoftBank

customers,

n=71

homeinternet

users,n=563

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

are

more

likely

to

follow

tennis

than

other

home

internetusersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySoftBank

customers

inJapan20%19%16%11%11%9%9%6%6%6%5%5%4%4%4%4%4%4%4%3%3%3%3%

2%3%3%2%2%1%1%BaseballTennisSoccerBasketballGolfTabletennisAthletics(track&

field)CyclingMixedMartial

ArtsRugbyBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=12

SoftBank

customers,n=94home

internet

users,n=676

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

the

internet•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

only

31%

of

SoftBank

customers

are

concerned

that

their

datais

being

misused

on

the

internetConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inJapan57%54%54%40%36%31%18%18%17%17%14%13%11%11%11%Icould

no

longerimaginemy

everydaylifewithout

the

internetI’mconcerned

thatmydata

is

beingmisusedon

theinternetIactively

dosomething

fortheprotection

of

my

dataI’mwell

protectedagainstvirusesanddata

abuseSavingsensitivedata

online

istooinsecure

formeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=54

SoftBank

customers,n=348

home

internet

users,n=504

allrespondentsConsumer

Insights

Global

as

of

August

202352%

of

SoftBank

customers

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinJapan52%50%45%28%27%

27%24%20%15%4%4%3%2%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;Base:n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

SoftBank

customers

think

that

the

economic

situationis

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Japan

accordingtoSoftBank

customers57%52%49%55%52%48%32%31%30%31%31%26%30%27%28%28%26%25%24%19%20%25%24%24%24%24%21%21%20%20%EconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityPovertyDefense

&foreign

affairsEducationEnvironmentFood

andwater

securityClimatechangeCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

accessat

home?";SinglePick;Base:n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

tend

to

have

moreleft

leaning

political

views

than

otherhome

internet

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinJapanBrand

users20%50%6%24%Category

usersAllrespondents11%11%60%11%18%52%13%23%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

theprovider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=54

SoftBank

customers,n=348

home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSoftBank

customers

access

the

internet

via

a

gaming

console

more

often

thanthe

average

home

internet

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinJapanuseregularlyto

accesstheinternet98%90%

91%48%

48%47%28%26%27%24%24%20%21%16%14%15%11%11%9%9%7%

8%8%7%6%6%

5%SmartphoneLaptopGaming

consoleTabletDesktop

PCSmartwatchSmart

TVStreaming

device

Smart

speakersBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=54

SoftBank

customers,n=348home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

tend

to

like

company

posts

more

often

than

the

averageonlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinJapan

by

type30%30%27%27%26%26%26%

26%20%23%22%24%22%22%20%16%21%17%19%17%15%15%14%13%11%10%7%10%9%9%9%9%9%7%6%6%Sentprivate

Liked

postsFollowedpeopleLikedcompanypostsPostedpictures/videosCommented

Posted

textsSharedcompanypostsFollowedcompaniesSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;Base:n=54

SoftBank

customers,n=348home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

tend

to

listen

to

the

radio

more

often

than

home

internetusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinJapanhave

been

using

inthepast4weeks81%78%76%48%48%43%41%39%37%27%34%26%

26%23%26%26%24%24%22%

22%22%20%20%20%

20%

16%14%13%9%

9%7%5%

6%TVDigitalvideo

Onlinenewscontent

websitesRadioMovies

/cinemaDigitalmusiccontentDailynewspapersMagazinesOnlinemagazinesPodcastsWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;

Base:

n=54

SoftBank

customers,n=348

home

internetusers,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

remember

seeing

ads

in

video

games

more

often

thanother

home

internet

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSoftBank

customersinJapan

havecome

across

digital

advertisinginthepast4weeks48%41%35%31%30%29%29%27%28%28%24%24%

24%18%24%20%20%18%17%14%19%17%16%15%15%11%10%11%9%9%Search

engines

Social

mediaEditorialwebsitesandappsVideo

portalsOnlinestoresNewslettersVideo

gamesBlogs/forumsVideo

streamingservicesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=54

SoftBank

customers,n=348home

internet

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023SoftBank

customers

remember

ads

they

saw

directly

in

the

store

less

often

thanother

home

internet

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinJapanhavecome

across

non-digital

advertisinginthepast4weeks66%65%57%34%32%26%25%24%22%21%19%18%17%15%

16%

15%15%14%14%13%13%9%9%9%OnTVDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioOnadvertisingspacesInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;

Base:n=54

SoftBank

customers,n=