Target audience: E-cigarette and vaporizer users in Japan

Selected insights on target audience: E-cigarette and vaporizer users in Japan

• Many e-cigarette and vaporizer users have a high annual household income
• Having a good time has less importance to e-cigarette and vaporizer users than to the average consumer
• 38% of e-cigarette and vaporizer users are in the early majority of innovation adopter types
• A relatively high share of e-cigarette and vaporizer users think that health & social security are issues that need to be addressed
• E-cigarette and vaporizer users remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Japan
• Gender of consumers in Japan
• Consumer’s level of education in Japan
• Share of consumers in Japan in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Japan live
• Communities where consumers live in Japan
• LGBTQ+ status of consumers in Japan

• Most important aspects of life for consumers in Japan
• Top 10 interests of e-cigarette and vaporizer users in Japan
• Top 10 hobbies and leisure activities of e-cigarette and vaporizer users in Japan
• Top 10 sports activities of e-cigarette and vaporizer users in Japan
• Top 10 sports followed by e-cigarette and vaporizer users in Japan

• Agreement with statements in Japan
• Innovation adopter types based on statements towards innovation by consumers in Japan
• The 10 most important issues facing Japan according to e-cigarette and vaporizer users
• Political attitudes of consumers in Japan

• Top 10 places where e-cigarette and vaporizer users in Japan have come across digital advertising in the past 4 weeks
• Devices consumers in Japan use regularly to access the internet
• Social media activities in Japan by type
• Places where consumers in Japan have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Japan have been using in the past 4 weeks