日本丰田toyota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&BRANDSCars:

Toyota

drivers

in

JapanConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofToyota

drivers

inJapan:who

they

are;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Toyota

drivers

inJapan(’’brandusers’’)againstJapanesecardrivers

ingeneral

(’’categoryusers’’),

and

the

overall

Japanese

onliner,

labelledas’’all

respondents’’

inthecharts.Region:

56

countriesNumberofrespondents:•

12,000+

forcountries

with

the

extended

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

the

extended

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

25%,

Toyota

is

the

most

driven

car

make

in

JapanManagement

summary:

brandusageand

competitionTop10

most

drivencar

makesinJapanToyotaHonda25%18%Nissan12%Suzuki9%9%DaihatsuMazda4%3%MitsubishiSubaru3%2%BMWMercedes-Benz1%4Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=380,

cardriversConsumer

Insights

Global

as

of

August

2023Sources:<h1_time>Management

summary:

brandusagetimelineTimeline

of

cardriversdriving

Toyota5Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=0

-

0

Toyota

drivers,n=0

-

0cardriversConsumer

Insights

Global

as

of

August

2023Sources:Toyota

drivers

in

JapanManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsToyota

is

more

popularamongGeneration

Xthanother

carmakes.Ahappy

relationship

ismore

importanttoToyota

drivers

than

toother

cardrivers.9%

of

Toyota

drivers

statethattheyspend

toomuchtime

commuting.Toyota

drivers

access

theinternet

viaatabletless

often

thanthe

average

cardriver.Compared

toothercarmakes,

Toyotahasarelatively

high

share

ofmaledrivers.76%

ofToyota

drivers

are

laggardsor

inTraveling

isarelatively

prevalentinterest

of

Toyota

drivers.thelatemajority

of

innovation

adoption.

Toyota

drivers

tendto

send

privatemessages

more

often

thantheaverageArelatively

highshare

ofToyota

driversthink

thatdefense

&foreign

affairsareissues

thatneed

tobeaddressed.onliner.Toyota

hasalarger

share

ofdrivers

with

Traveling

isarelatively

popularhobbyamedium

household

income

than

other

among

Toyota

drivers.carmakes.Toyota

drivers

remember

seeing

adsonsocial

media

lessoften

thanothercardrivers.Toyota

drivers

aremore

likely

toliveinlarge

citiesthancardrivers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Toyota

is

more

popular

amongGeneration

X

than

other

car

makesDemographic

profile:

generationsAge

of

consumersinJapanBrand

users9%33%46%12%11%10%Category

usersAllrespondents17%17%31%41%33%40%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=95,

Toyotadrivers,

n=380,cardrivers,n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

makes,

Toyota

has

a

relatively

high

share

of

male

driversDemographic

profile:

genderGenderofconsumersinJapanBrand

users57%43%Category

usersAllrespondents52%48%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202351%

of

Toyota

drivers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinJapan44%38%36%33%

34%29%18%17%

17%6%

6%

6%4%

4%3%1%1%0%

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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=95,

Toyotadrivers,

n=380,

cardrivers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

has

a

larger

share

of

driverswith

a

medium

household

income

thanother

car

makesDemographic

profile:

incomeShare

ofconsumersinJapan

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users38%40%35%31%27%29%Category

usersAllrespondents33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=95,Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

drivers,

Toyota

drivers

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinJapanlive37%31%28%27%23%23%22%22%17%16%14%8%6%5%5%4%

4%3%2%1%

1%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=95,

Toyotadrivers,

n=380,

cardrivers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

drivers

are

more

likely

to

live

in

largecities

than

car

driversin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinJapan49%39%36%26%24%22%14%14%13%11%10%

10%10%8%5%4%3%1%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

yourprimarily

used

car?";

Single

Pick;

Base:

n=95,

Toyotadrivers,

n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

has

a

lower

share

of

drivers

that

consider

themselves

part

of

the

LGBTQ+community

than

other

car

makesDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinJapanBrand

users1%89%89%9%9%8%Category

users

2%Allrespondents4%88%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

primarily

used

car?";

Single

Pick;Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

Toyota

drivers

than

to

other

cardriversConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinJapan76%80%77%71%60%57%48%51%45%37%36%25%31%28%26%20%17%13%18%16%9%8%

8%7%7%7%6%

6%5%4%Havingagood

timeAhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=95,

Toyota

drivers,

n=380,

cardrivers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relativelyprevalent

interest

of

Toyota

driversConsumer

lifestyle:

main

interestsTop10

interestsofToyota

driversinJapan47%43%45%42%35%39%34%35%34%28%29%24%25%28%28%26%18%23%20%23%23%22%22%22%21%16%17%16%14%14%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessSportsFashion&beautyHistoryPolitics&societyandcurrentworld

eventsFinance&economyVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=95,

Toyotadrivers,

n=380,

cardrivers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

Toyota

driversConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofToyota

driversinJapan43%33%32%20%22%19%23%22%20%14%19%18%18%14%15%14%15%15%14%12%12%11%10%9%9%

9%8%9%9%7%TravelingCooking/bakingReadingDoing

sportsandfitnessCars/vehiclesVideo

gamingPetsDIYandarts&craftsPhotographyGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Toyota

drivers

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofToyota

driversinJapan8%7%6%6%5%4%4%4%3%3%3%3%3%3%3%3%3%3%3%3%3%2%2%2%2%2%2%2%2%2%Fitness,aerobics,cardioRunning/JoggingGolfHikingBadmintonHunting/FishingSoccerBaseball/SoftballBasketballCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=19,

Toyota

drivers,

n=69,

cardrivers,n=563,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

drivers

are

more

likely

to

follow

soccer

than

other

car

driversConsumer

lifestyle:

sports

followedTop10

sports

followed

byToyota

driversinJapan19%16%

16%15%9%9%5%4%4%4%4%4%3%3%3%3%

3%

3%Golf3%2%

2%3%2%2%2%2%2%1%1%1%BaseballSoccerMotorsportsBasketballBoxingRugbyAmericanfootballAthletics(track&

field)CyclingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=27,

Toyotadrivers,

n=88,

cardrivers,n=676,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics219%

of

Toyota

drivers

state

that

they

spend

too

much

time

commutingConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinJapan45%41%34%31%30%23%11%10%9%9%9%7%6%4%3%Owning

acarisimportant

to

meIamacarenthusiastIspend

toomuchtimecommutingDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=95,

Toyotadrivers,n=380,

cardrivers,n=509,

all

respondentsConsumer

Insights

Global

as

of

August

202376%

of

Toyota

drivers

are

laggards

or

in

the

late

majority

of

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinJapan53%50%48%27%

27%23%23%21%20%3%3%1%Early

adoptersBrand

users0%0%0%InnovatorsEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Toyota

drivers

think

that

defense

&

foreign

affairs

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingJapan

accordingtoToyota

drivers49%46%47%49%49%48%37%30%33%31%25%28%28%27%26%21%24%21%20%18%24%24%25%23%21%21%21%20%20%20%EconomicsituationRising

prices/inflation/cost

of

livingDefense

&foreign

affairs

social

securityHealth

andEducationClimatechangeCrimeEnvironmentPovertyFood

andwater

securityBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=95,

Toyotadrivers,

n=380,

cardrivers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Toyota

drivers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinJapanBrand

users7%57%13%23%24%23%Category

usersAllrespondents13%50%13%11%52%13%LeftCenterRightPrefer

nottoanswer25

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;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsToyota

drivers

access

the

internet

via

a

tablet

less

often

than

the

average

cardriverMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinJapanuseregularlyto

accesstheinternet91%89%

89%53%47%

47%27%26%22%21%21%18%16%16%13%13%12%11%9%9%8%9%7%8%7%5%6%SmartphoneLaptopTabletDesktop

PCBrand

usersGaming

consoleCategory

usersSmart

TVSmartwatchStreaming

device

Smart

speakersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

drivers

tend

to

send

private

messages

more

often

than

the

averageonlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinJapan

bytype31%25%27%29%23%24%27%26%25%21%24%23%22%22%21%17%19%15%17%16%15%10%13%11%13%12%12%11%10%9%9%

9%8%7%6%6%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsPostedpictures/videosSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

drivers

tend

toread

daily

newspapers

more

often

than

car

drivers

ingeneralMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinJapanhave

been

using

inthepast4weeks89%83%76%48%46%43%41%

36%37%34%31%26%34%27%22%28%

27%26%25%21%23%22%20%21%15%

13%14%8%

8%

9%Podcasts8%6%

6%TVDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentDailynewspapersRadioMagazinesMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

primarily

used

car?";

Single

Pick;

Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

drivers

remember

seeing

adson

social

media

less

often

than

other

cardriversMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereToyota

driversinJapan

havecome

across

digitaladvertisinginthepast4weeks44%38%35%29%23%24%29%24%24%24%24%23%16%15%16%15%18%13%14%15%14%12%11%9%9%9%8%9%8%7%Search

enginesEditorialwebsitesandappsVideo

portalsSocial

mediaOnlinestores

Video

streaming

NewslettersservicesBlogs/forumsVideo

gamesMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=95,

Toyota

drivers,

n=380,

cardrivers,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Toyota

drivers

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

car

driversMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinJapanhavecome

across

non-digital

advertisinginthepast4weeks62%58%57%32%31%30%21%15%

14%21%

21%18%16%16%16%15%14%13%14%13%

13%9%9%9%OnTVDirectly

inthestoreInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsOntheradioOnadvertising

Atthemoviesspaces/cinemaon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;

Base:n=95,

Toyotadrivers,n=380,

cardrivers,

n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSIGHTSUnderstand

what

drivesconsumers