Consumer Attitudes and Online Retail Dynamics in Japan

  • July 2013
  • -
  • Canadean Ltd
  • -
  • 77 pages

Product Synopsis
Provides in-depth analysis of the latest trends in online consumer shopping, covering drivers of online shopping, consumer insights, market dynamics (covering 25 product categories) and reviews of the latest best practice in online retail site design- Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential contexts on the penetration of online sales by product groups, how growth has developed over time, and key drivers of this market in the future

Introduction and Landscape
Why was the report written?
“Consumer Attitudes and Online Retail Development in Japan” is the result of Canadean's extensive market research covering the online retail industry in Japan. It provides the magnitude, growth, share, and dynamics of the online retail market in Japan. It is an essential tool for companies active across Japan's online retail value chain and for new companies considering entry into the Japan online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to Japan online retail environment.By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller companies, the report provides insights and ideas about how best to approach growing online sales for your business.

What is the current market landscape and what is changing?
The early adoption of 3G mobile technology meant that the price of fixed internet connections, where most online shopping takes place, was initially very high. Government investment in infrastructure means prices have come down and the penetration rate of fixed broadband internet subscriptions is increasing, but marketers must be prepared to target the large number of consumers who access the internet through their phones.

What are the key drivers behind recent market changes?
While consumer spending in Japan is recovering from the global financial crisis and the 2011 tsunami, these events have accelerated the evolution of online shopping, driving more consumers online in the search for low cost products and encouraging the Japanese to be more open with their public personas on social networks.

What makes this report unique and essential to read?
Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched.This report quantitatively examines the components of change in the market by looking at historic and future growth patterns, including how changes in consumer behaviour have affected the online retail sector for different product categories.

Key Features and Benefits
Understand consumer behaviour and the online trends in Japan.

Understand which products will be the major winners and losers in the coming years.

Learn from best practice approaches outlined in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of the economic recession and recovery on market growth.

Key Market Issues
Japanese consumers, who are known to use the internet extensively, find online shopping too complex or prefer to physically examine products before purchasing, which impacts the online retail market. In addition to selling the product, marketing campaigns in Japan will therefore have to convince consumers of the benefits online shopping offers.

Early and widespread use of third-generation mobile phones in Japan has limited demand for fast fixed connections at home. Furthermore, high costs when broadband internet first became available drove low initial adoption rates. While prices have come down significantly, use of Fixed Broadband connections in Japan lags behind other countries.

While smartphones are widely used in Japan, opportunities for m-commerce are more limited. Factors such as online payment security, a preference for purchase using laptops or computers and the desire to evaluate products physically before purchasing means that shopping using mobiles remains a niche activity.

Social Media in Japan is evolving: previously, Japanese consumers were reticent to share public details online. However, the growing popularity of Facebook in the country shows that the division between private and public online personas is disappearing.

Japanese consumers still have concerns regarding the security of online payments. They therefore expect online retailers to offer a number of alternative payment systems, including cash on delivery and payment at Konbini stores.

Key Highlights
Online retail's share of total retail sales increased from 1.9% in 2006 to 3.9% in 2011 and is expected to reach 6.1% in 2016.

In terms of online market penetration, Music, Video and Entertainment software was the leading category, with 30.7% of purchases being made online in 2011. Books and news are also popular products to purchase, and often consume, online.

The total number of internet users in Japan passed 100 million for the first time in 2011. Penetration rates are expected to record steady growth, driven by population growth and adoption by older consumers.

Long commutes provide marketers with an opportunity to target consumers who often text, browse or shop online through their mobile phones in order to pass the time. Marketers seeking to make the most of online retail, and particularly m-commerce, should therefore study their target groups' commuting patterns in order to increase their chances of success.

Interest in natural and organic food has grown as consumers raise concerns with modern production methods such as the use of pesticides and genetically modified crops. Online retailers such as Oisix provide an example of a scalable business model reaching niche interests across the country.

Table Of Contents

Table of Contents

Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2011 actual sales; while forecasts are provided for 2012 - 2016
1.2.2 Changes to terms used in the Canadean taxonomy
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and Behaviors
2.1 Overview of the Japanese Online Shopping Environment
2.1.1 The total number of internet users is high and continues to increase
2.1.2 Use of Fixed Broadband in Japan lags behind other developed countries
2.1.3 Consumers average more than one mobile phone subscription per head
2.2 Consumer Attitudes and Behavior
2.2.1 Online retail sales will record double digit growth during the forecast period
2.2.2 Marketers need to convince consumers of the benefits of online shopping
2.2.3 Japanese consumers prefer low-touch products when purchasing online
2.2.4 Japanese consumers are becoming more open in their Social Media
2.2.5 M-commerce has strong potential, but was not widely used in 2011
2.2.6 The daily commute is a key m-commerce opportunity
2.2.7 Online retailers need to offer alternative payment systems
3 Online Channel Dynamics
3.1 The Online Channel's Share of Total Retail Sales
3.1.1 Japanese online vs. offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
3.2 Channel Dynamics
3.2.1 Japan retail channel dynamics - future performance
3.2.2 Channel group share development
3.2.3 Individual channel performance
3.3 Category Dynamics
3.3.1 Online vs. offline retail sales comparison by category group, 2011
3.3.2 Online retail market dynamics by category
3.3.3 Online retail sales share by category group
3.3.4 Online retail sales growth by individual category
3.3.5 Food and grocery categories: market size and forecasts
3.3.6 Electrical and electronics categories: market size and forecasts
3.3.7 Music, video and entertainment software categories: market size and forecasts
3.3.8 Apparel, accessories, luggage and leather group categories: size and forecasts
3.3.9 Books, news and stationery categories: market size and forecasts
3.3.10 Sports and leisure equipment categories: market size and forecasts
3.3.11 Furniture and floor coverings categories: market size and forecasts
3.3.12 Home and garden categories: market size and forecasts
4 Case Studies: Leading Online Retailers in Japan
4.1 Retailer 1: Rakuten Ichiba
4.1.1 Business description
4.1.2 Site experience
4.2 Retailer 2: Yesasia.com
4.2.1 Business description
4.2.2 Site experience
4.3 Other Innovative Retailers in Japan
4.3.1 Dena-ec.com
4.3.2 Oisix
5 Appendix
5.1 About Canadean
5.2 Disclaimer



List of Tables

List of Tables
Table 1: Japan Exchange Rate JPY-US$ (Annual Average), 2006-2011
Table 2: Canadean Retail Channel Definitions
Table 3: Canadean Retail Category Definitions
Table 4: Changes to Canadean Taxonomy
Table 5: Canadean Retail Country Coverage
Table 6: Total Internet Users and Penetration, 2006-2011
Table 7: Total Broadband Internet Subscribers and Penetration, 2006-2011
Table 8: Total Mobile Phone Subscribers and Penetration, 2006-2011
Table 9: Japan Online vs. Offline Retail Sales and Forecast (JPY billion),2006-2016
Table 10: Japan Online vs. Offline Retail Sales and Forecast (US$ billion),2006-2016
Table 11: Japan Online vs. Offline Retail Sales and Forecast (% Share), 2006-2016
Table 12: Japan Online Sales vs. Global Average
Table 13: Japan Online Sales vs. Asia-Pacific
Table 14: Japan Overall Retail Segmentation (JPY billion) by Channel Group, 2006-2016
Table 15: Japan Overall Retail Segmentation (JPY billion) by Channel Group, 2006-2016
Table 16: Japan Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2006-2016
Table 17: Japan Channel Retail Sales and Forecast (% Share) by Channel Group, 2006-2016
Table 18: Japan Channel Retail Sales and Forecast (JPY billion) by Channel, 2006-2016
Table 19: Japan Channel Retail Sales and Forecast (US$ billion) by Channel, 2006-2016
Table 20: Japan Channel Retail Sales and Forecast (JPY billion) by Channel, 2006-2016
Table 21: Japan Retail Sales Split (US$ million), Online vs. Offline, 2011
Table 22: Japan Online Retailers Market Dynamics by Category Group, 2006-2016
Table 23: Japan Online Retail Sales and Forecast (JPY billion) by Category Group, 2006-2016
Table 24: Japan Online Retail Sales and Forecast (US$ million) by Category Group, 2006-2016
Table 25: Japan Total and Online Retail Sales in Food and Grocery Categories (JPY billion), 2006-2016
Table 26: Japan Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2006-2016
Table 27: Japan Total and Online Retail Sales in Electrical and Electronics Categories (JPY billion), 2006-2016
Table 28: Japan Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2006-2016
Table 29: Japan Total and Online Retail Sales in Music, Video and Entertainment Categories (JPY billion),2006-2016
Table 30: Japan Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million),2006-2016
Table 31: Japan Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (JPY billion),2006-2016
Table 32: Japan Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (US$ million),2006-2016
Table 33: Japan Total and Online Retail Sales in Books, News and Stationery Categories (JPY billion),2006-2016
Table 34: Japan Total and Online Retail Sales in Books, News and Stationery Categories (US$ million),2006-2016
Table 35: Japan Total and Online Retail Sales in Sports and Leisure Equipment Categories (JPY billion), 2006-2016
Table 36: Japan Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2006-2016
Table 37: Japan Total and Online Retail Sales in Furniture and Floor Coverings Categories (JPY billion), 2006-2016
Table 38: Japan Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006-2016
Table 39: Japan Total and Online Retail Sales in Home and Garden Products Categories (JPY billion), 2006-2016
Table 40: Japan Total and Online Retail Sales in Home and Garden Products Categories (US$ million),2006-2016]



List of Figures

Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users and Penetration, 2006-2011
Figure 3: Total Fixed Broadband Internet Subscribers and Penetration, 2006-2011
Figure 4: Total Mobile Users and Penetration, 2006-2011
Figure 5: Japan Online Retail Growth vs. Total Retail Growth, 2006-2016
Figure 6: Online Retail Sales as a Percentage of Total Retail Sales in Select Asia-Pacific Countries, 2011
Figure 7: Low-touch and High-touch group, 2011
Figure 8: Key Social Media Networks in Japan
Figure 9: M-commerce opportunities in Japan are still limited
Figure 10: Time Spent on a One-Way Commute for Business or Training (%), 2011
Figure 11: Japan Online and Offline Retail Sales and Forecast (US$ billion), 2006-2016
Figure 12: Japan Online Sales vs. Global Average (% of Total Retail)
Figure 13: Japan Online Sales vs. Asia-Pacific Countries Average (% of Total Retail)
Figure 14: Japan Overall Retail Market Dynamics by Channel Group, 2006-2016
Figure 15: Japan Retail Sales and Forecast (JPY billion) by Channel Group, 2006-2016
Figure 16: Japan Retail Sales, Online vs. Offline, 2011
Figure 17: Japan Online Retailers Market Dynamics by Category Group, 2006-2016
Figure 18: Japan Online Retail Sales and Forecast (US$ million) by Category Group, 2006-2016
Figure 19: Rakuten - Homepage
Figure 19: Rakuten - Retailer Page
Figure 21: Rakuten - Comparison tool
Figure 22: Rakuten - Mobile Apps
Figure 23: Yesasia.com - Overview
Figure 24: Yesasia.com - Filtering Movies by Actress
Figure 25: Dena-ec - Homepage
Figure 27: Oisix - Homepage



Companies Mentioned

Rakuten Ichiba, Yesasia, Dena-ec.com, Oisix

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