Elderly shoppers' information sources in Japan 2023

Published by C. Diep, Oct 10, 2024

Broadcast and print media were the leading information sources for product discovery and research among senior consumers in Japan. As revealed in a survey conducted in November 2023, television and radio were the most important source in shopping, with almost 80 percent of respondents aged 65 years and older using it as a source to look up products. Newspapers, magazines, and books followed in second place.

Leading information sources of senior shoppers in Japan as of November 2023

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Sources

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Release date

June 2024

Region

Japan

Survey time period

November 1 to 15, 2023

Number of respondents

1,854 respondents

Age group

65 years and older

Special properties

responses were retrieved via mail and e-mail; multiple answers were allowed

Method of interview

Postal questionnaire

Supplementary notes

Original question: "Where do you get the information when learning about or considering purchasing a product or service?"

Senior consumers refer to respondents aged 65 years and older.

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