Share of shoppers researching before purchasing in Japan 2022, by age

Published by C. Diep, Feb 26, 2024

The majority of Japanese consumers researched products before buying, as revealed in a survey conducted in November 2022 in Japan. Information search habits were particularly prominent among young adults in their twenties, with 34.5 percent of respondents doing research prior purchases and another 39.2 percent stating that this applied to their buying decision process to an extent.

Share of shoppers doing research before making purchases in Japan as of November 2022, by age group

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Release date

June 2023

Region

Japan

Survey time period

November 1 to 16, 2022

Number of respondents

5,634 respondents

Age group

15 years and older

Special properties

responses were retrieved via mail and e-mail; only one answer allowed

Method of interview

Questionnaire

Supplementary notes

Original question: "Regarding your consumption awareness and behavior, to what extent do the following points apply. Please answer for each factor with one option that applies. - Before buying, I sufficiently research the functions, quality, price, etc." 

Sample size of age groups:
15 to 19 years: n = 204
20 to 29 years: n = 446 
30 to 39 years: n = 651 
40 to 49 years: n = 950 
50 to 59 years: n = 969
60 to 69 years: n = 996 
70 years and older: n= 1,418

Figures may not add up to 100 percent due to rounding by the source.

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Overview

5

Expenditure

4

Offline and online

5

Payments

5

Purchase decision

4

Customer satisfaction

4

Sustainable shopping

4

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5

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