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Adobe Consumer Outlook Survey Japan Region
1.
Consumer Outlook Survey Japan
Region Data collected June 2020 | Suzie Brady | Adobe PR
2.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Highlights Just under two-thirds of Japanese consumers are neutral in their opinion that brands have done enough to prevent price gouging, stock shortages, and delivery availability. Three quarters of consumers believe brands have been communicating just the right amount at the present time, although only 1/3 have found these communications to be useful. More than half say they value the treatment of staff when evaluating a brand. General Impacts of COVID-19 COVID-19 had an impact on how consumers go about their everyday lives and how they view their everyday habits. A little over half of consumers saw an impact on their employment, but indicated that personal health, job vulnerability, and the economy were of greatest concern to them. While over 90% of consumers were initially willing to wait out restriction and lockdown measures, only a little over half agree with continued restrictions. Impacts of COVID-19 on Shopping Shopping has been greatly impacted by COVID-19 with 85% of consumers indicating some difficulties. The most common reason being out-of-stock products, with almost two-thirds of consumers acknowledging this. Local retail support has diminished, with 65% of consumers stating they have not done anything at this time to help. Regional Differences The impact of COVID-19 has affected consumers from various countries and areas much differently. Japanese consumers typically felt okay with waiting as long as necessary for restrictions and lockdowns to end. They were less likely than consumers from other countries to think that brands were doing enough to avoid taking advantage of COVID-19. Japanese consumers were also less likely to support local or independent businesses. Relationship with Brands
3.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Methodology Who participated in this research? How was this research conducted? Sample Frame • 1012 total consumers in Japan completed the survey online; • This survey was also conducted in India, Singapore, China, Australia, and the United States. • To qualify: ‒ Aged 18+ years old ‒ Own at least one internet connected device • Participants were recruited from an actively managed online panel -- this should be considered a non- probability sample; • Participants were incented using rewards points offered by their online panel; • Research was conducted between June 9th and June 16th, 2020. • Quotas were set for gender, and age was monitored. • No weighting of data was required. • Margin of error is +/- 3.1 percentage points at the 95% CL • Additional results can be found at https://portal.advanis.net/adbe/ Advanis is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. This research was sponsored by Adobe and conducted by Advanis. For information about data collection, please contact Lori Reiser (lori_reiser@advanis.net 519.340.0125) Icon Source: icons8.com
4.
Participant Profile
5.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. 7% 10% 21% 35% 23% 2% 3% Under ¥500,000 ¥500,000 to ¥1,999,999 ¥2,000,000 to ¥3,999,999 ¥4,000,000 to ¥7,999,999 ¥8,000,000 to ¥19,999,999 ¥20,000,000 to ¥49,999,999 ¥50,000,000 or more Participant Profile No children living in the home 80% Less than 5 years old 6% 5-12 years old 8% 13-17 years old 9% Single 33% Married/with partner 56% Divorced/separated 8% Widowed 3% Children in the home Marital status 18 to 29 years old 14% 30 to 49 years old 28% 50 to 64 years old 23% 65 years+ 35% 51% 49% Gender Age Income JP 61% Worked full or part-time Pre-COVID-19 Employment 53% 19% 14% 12% 3% No change to my employment I am not currently working I am now working from home My hours have been reduced Other COVID-19 Impact on Employment Adobe Japan Consumer Survey Results (June 2020) S1 – What is your gender? Base: (1008) S2 – In what year were you born? Base: All respondents (1012) D4 (Marital Status) –Are you…? Base: (998) D2 – Do you have children? If so, what ages? Base: (922) D5 – Which of these best described your work status before COVID-19 impacted your country? Base: (985) D5b – Has your employment been impacted by COVID-19? Base: (970) D6JP– What was your total household income before taxes during the past 12 months? Base: (836)
6.
Detailed Findings: General Impacts
of COVID-19
7.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. COVID-19 Concerns 60% are concerned over the impact of COVID-19 on themselves or their family. Specific Concerns Regarding the Impact of COVID-19 (Ranked top 2 among all choices) 87% 48% 32% 24% 8% Personal health/well-being of self/others Economy/stock market Job vulnerability Availability of basic supplies Social isolation Personal health/well-being of self/others Economy/stock market Job vulnerability Availability of basic supplies Social isolation Adobe Japan Consumer Survey Results (June 2020) Q1 – How concerned are you personally about the impact of COVID-19 on yourself and your family? Base: All respondents (1012) Q2 – Please rank your concerns about impact of COVID-19, where 1 = your biggest concern. Base: All respondents (1012) • Consumers from Japan typically felt less concerned (60% vs. 67%) than consumers from APAC on the overall impact of COVID- 19. However, they voiced the most concern among all countries over health/well-being (87% vs 73% in APAC) and the economy (48% vs. 36% in APAC) when focusing on specific concerns. • Most consumers (60%) expressed concern for the overall impact of COVID-19, where health/well-being and the economy emerged as dominant areas of concern. ─ Females were most likely to be concerned about availability of supplies (28% vs 21%), while males shared a larger concern over the economy (53% vs 44%).
8.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Aspects of at Home Life 37% 23% 9% 6% 4% 1% 20% More time with family More free time to learn new things/complete tasks Less stress Focus on self improvement Less travel Other None More time with family More free time to learn new things/complete tasks Less stress Focus on self improvement Less travel Other None/no positive aspect Positive Aspects of Being at Home 24% 19% 19% 17% 6% 2% 14% Lack of ways to stay entertained Concern about crisis Isolation from others Work-life balance Using essential services Other None Lack of ways to stay entertained Concern about crisis Isolation from others Work-life balance Using essential services Other None/no challenging aspect Challenging Aspects of Being at Home• Around 80% cited at least one positive aspect, where more family time (37%) and more free time (23%) were the most frequently reported. ─ Both Gen Z and Millennials pointed to less stress as the most positive aspect of being at home, while Baby Boomers were more likely to cite no positives (26%). • However, more consumers (86%) reported at least one challenging aspect. ─ Gen X consumers were more likely to find work-life balance (24%) the most challenging aspect of being home during the crisis. ─ Japanese consumers expressed difficulties in staying entertained when compared to US (13%) and APAC (12%) consumers. Adobe Japan Consumer Survey Results (June 2020) Q2b – What is the most positive aspect of being home during this crisis? Base: All respondents (1012) Q2c – What is the most challenging aspect of being home during this crisis? Base: All respondents (1012)
9.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Perceptions Regarding Continued Restrictions 7% 21% 44% 27% 1 As Long as needed Months/years Days/weeks No longer Willingness to Maintain Continued Restrictions Agreement with Continued Restrictions 4% 9% 37% 34% 16% 1 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 51% NET Agree 93% NET Willing Adobe Japan Consumer Survey Results (June 2020) Q2d – Do you agree with continued restrictions/extended lockdown (except for essential workers)? Base: All respondents (1012) Q2e – How much longer are you willing to comply with the restrictions/lockdown? Base: All respondents (1012) • Around half (51%) of Japanese consumers agreed with continued restrictions in response to COVID-19. • In spite of this, nearly all (93%) consumers were willing to maintain continued restrictions. ─ Consumers living in rural areas of Japan were more likely to indicate that they were not willing to comply any longer (14%) with the restrictions and lockdowns implemented. ─ Japan was one of the surveyed countries that was found most likely to comply as long as needed with the restrictions and lockdowns, despite being among the least likely to agree with the continued restrictions (51%, US 60%, APAC 61%).
10.
Detailed Findings: Impacts of
COVID-19 on Shopping
11.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Impact on Shopping by Category Changes in Shopping Frequency/Habits 29% 23% 16% 15% 7% 56% 38% 33% 45% 53% 47% 34% 14% 10% 37% 10% 24% 37% 8% 28% 14% 29% 15% 14% 56% Groceries Media(movies,games, music) Restaurant/take out/deliveryfood Books/e-books Health&beautyproducts Clothes Homeimprovements Not buying Buying less No change Buying more Groceries Media(movies, games,music) Restaurant/take out/deliveryfood Books/e-books Health&beauty products Clothes Home improvements Adobe APAC Consumer Survey Results (June 2020) Q3 – How, if at all, have you changed your shopping for the following? Base: All respondents (1012) • Groceries, media, books, and health products saw an increase or no change in purchase frequency; in contrast, home improvements, clothes, and dining/delivery faced the steepest decline. ─ Female consumers cited a larger drop in shopping frequency and habits than males, buying less or none in all categories except groceries, where the opposite is true. ─ Millennials were more likely to increase purchasing for media (37%), books (21%), and take-out food (22%).
12.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Mediums for Shopping by Category Methods for Purchasing Products 85% 75% 66% 60% 49% 46% 36% 28% 8% 33% 38% 19% 44% 39% 24% 5% 7% 5% 53% 8% 10% 15% 5% 5% 10% 20% Groceries Homeimprovements Clothes Health&beautyproducts Restaurant/takeout/deliveryfood Books/e-books Media(movies,games,music) Other Curbside pick- up/take-out Home delivery In person Groceries Home improvement Clothes Health&beauty products Restaurant/take out/deliveryfood Books/e-books Media(movies, games,music) Adobe APAC Consumer Survey Results (June 2020) Q4 – How are you purchasing these products? Base: Groceries (1005) Health & Beauty (860) Home Improvement (453) Food (875) Clothes (869) Books (722) Media (729) • In spite of COVID-19, consumers preferred to purchase groceries and home improvement products in- person, opting to use home delivery for non-essentials such as books and media. Pick-up/take-out was preferred for ordering food and by nearly one- quarter of grocery shoppers. ─ When purchasing products, Millennials tended to prefer home delivery for ordering food, clothes, health and beauty products, home improvement products, and books. ─ Males were more likely to prefer curbside pick-up/ take-out when purchasing health & beauty products, home improvement products, books, and media.
13.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Difficulties in Shopping 67% 37% 22% 16% 14% 0% 18% Products out of stock Higher prices [US] Reduced hours / [APAC] Reduced store-opening hours Longer delivery times Lines/waits to get into a store Other No difficulties Difficulties in Shopping Products out of stock Higher prices Reduced store-opening hours Longer delivery times Lines/wait getting into a store Other No difficulties 82% reported some difficulty in shopping • Nearly all consumers have reported one or more difficulties in shopping. Over two-thirds (67%) of consumers most often reported stock depletion as a difficulty when shopping, with over one-third (37%) also reporting higher prices. ─ Millennials were more likely to report facing some difficulty when shopping, citing reduced hours (27%), wait times (20%), and delivery times (22%) as specific issues. Gen X were most likely to have stock issues (74%) ─ Female consumers frequently cited stock depletion (70%) and higher prices (42%) when compared to males. ─ Japanese consumers were more likely to report stock depletion than other APAC countries (67% vs. 52%), although this was highest in the USA (74%). Adobe Japan Consumer Survey Results (June 2020) Q5 – Have you experienced any difficulty in shopping for essentials? Base: All respondents (1012)
14.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Changes in Present Shopping/Future Intentions Increase in the Frequency of Online Shopping 42% NET Agree 7% 6% 45% 28% 14% Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Change in Future Shopping based on Current State 86% NET Yes 14% 61% 25% Yes, a lot Yes, a little No Adobe Japan Consumer Survey Results (June 2020) Q10 – Will the current state of things change the way you shop in the future? Base: (851) Q24 – Have you found yourself purchasing more online in the past 3 weeks? Base: All respondents (1012) • Around 42% of consumers increased their online shopping, while 86% indicated that they are likely to change their shopping in the future. ─ Generations were divided by the extent of their change in future shopping habits, where younger generations were more likely to cite significant change and older generations more likely to cite minimal change. ─ Urban residents were more likely to increase their online shopping presence and cite intention to change future shopping habits in some way. ─ Japanese (42%) consumers are less likely than consumers in other countries (US 50% / APAC 58%) surveyed to agree that they have increased their online shopping frequency.
15.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Shopping Experience by Business Type Methods for Supporting Local/Small Businesses (% Selected) Perceptions of Best Current Shopping Experience (% Selected) 65% 23% 16% 5% 2% 0% Not doing anything at this time Ordering delivery or takeout Choosing local businesses over larger chains Buying gift cards Still paying for services (cleaning/nanny) though not receiving those services Other Not doing anything at this time Ordering delivery or takeout Choosing local businesses over larger chains Buying gift cards Still paying for services though not receiving those services Other SMALL BUSINESSES 18% ONLINE RETAILERS 37% NATIONAL/REGIONAL RETAILERS 27% NO PREFERENCE 18% 35% reported supporting local/small businesses in some capacity Adobe Japan Consumer Survey Results (June 2020) Q6 – What, if anything, are you doing to support local or independent businesses? Base: All respondents (1012) Q7 – Who do you think has the best shopping experience for you right now? Base: All respondents (1012) • Nearly 2-in-3 (64%) consumers preferred online or national retailers over small businesses, with a similar proportion not supporting small businesses.
16.
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Rights Reserved. Adobe Confidential. Important Factors for Shopping Factors Relevant to Shopping Experience (% Ranked as Top 2 Important) 51% 48% 33% 22% 22% 15% 5% 3% Freeshipping Bestprice Largeselectionof products Good cleaning/distancing practices Canseewhatisin stock Fastdelivery/pick upoptions Fairtreatmentof employees Family/local ownership Adobe Japan Consumer Survey Results (June 2020) Q8 – What is most important to you right now, where 1 = the most important? Base: All respondents (1012) • Overall, free shipping, best price, and large selection were ranked most often as one of the top 2 factors important to shopping experience. ─ Just over half of Male consumers indicate best price as a factor most relevant to their shopping experience. ─ Gen Z and Millennials placed the most importance on free shipping and seeing stock, while Baby Boomers placed importance on product selection and good prices. In other words, younger generations are embracing online shopping and prefer online infrastructure improvements over in-store practices, while older generations prefer an overall better in-store experience.
17.
Detailed Findings: Relationships with
Brands
18.
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Rights Reserved. Adobe Confidential. Are Brands Behaving Ethically? 7% 13% 62% 16% 3% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Are Brands Doing Enough? 19% NET Agree19% NET Disagree Adobe Japan Consumer Survey Results (June 2020) Q9 – Do you agree that brands have done enough to prevent price gouging, stock shortages, and delivery availability? Base: All respondents (1012) • Just over 3-in-5 (62%) consumers cited a neutral stance regarding brand responses to price gouging, stock shortages, and delivery availability. ─ Consumers from Japan were less likely to agree that brands were doing enough when compared to US (29%) and APAC (47%) regions.
19.
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Rights Reserved. Adobe Confidential. Communications From Brands Channels Being Used to Reach Consumers (% Selected) 59% 50% 48% 24% 10% 8% 2% Emails Social networks TV advertising Print Radio Texts or calls Other Emails Social networks TV advertising Print Radio Texts or calls Other 35% Have unsubscribed from 1+ email messages Communication From Brands 6% 75% 19% Too often Just right Not often enough Adobe Japan Consumer Survey Results (June 2020) Q11 – In general, have brands been communicating… Base: All respondents (1012) Q12 – What channels are brands using to reach you with that information? Base: All respondents (1012) Q13 – In the past few weeks, have you unsubscribed from any email messages that you have received? Base: All respondents (1012) • Most consumers agreed brands were communicating just right (75%), where email, social networks, and tv adverts were the most common communication mediums. Interestingly, nearly 1-in-5 (19%) agreed brands were communicating too often. ─ Compared to other APAC countries, Japanese consumers were more likely to be reached through print and to unsubscribe from emails.
20.
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Rights Reserved. Adobe Confidential. Content of Communications Perceived Utility of COVID-19 Related Brand Updates 5% 9% 52% 26% 8% Very useful 5 4 3 2 Not at all useful 1 Importance of Marketing and Ads Corresponding to Current State of World 5% 38% 34% 21% Very important Important Neither important or unimportant Unimportant Not at all important Adobe Japan Consumer Survey Results (June 2020) Q15 – Do you find that it is useful to receive updates from brands about their reactions/plans related to COVID-19? Base: All respondents (1012) Q16 – Do you want brands to continue updating you on their COVID-19 plans? Base: All respondents (1012) Q23 – How important is it that marketing and advertising visuals + text corresponds to the current state of the world? Base: All respondents (1012) • Just over 1-in-3 (34%) consumers found utility in brand-related COVID-19 updates, despite 64% saying they want brands to continue to send updates. • Correspondence between visuals/text found in marketing materials and the state of the world in response to COVID-19 was rated as important by 55% of consumers. ─ Gen X and Male consumers are less likely to place importance on the congruency between marketing materials and the state of the word, while Baby Boomers and Females are more likely to do so. 34% NET Useful 55% NET Important
21.
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Rights Reserved. Adobe Confidential. Treatment of Staff Importance of Brands Treatment of Staff 28% 34% 34% Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Brands are Doing Enough for Staff Wellbeing 3% 5% 39% 33% 19% Very important Important Neither important or unimportant Unimportant Not at all important • Just over half (53%) of consumers placed importance on staff treatment while 69% agreed brands are doing enough to ensure staff wellbeing. ─ Gen X was least likely to place importance on how a brand treats their staff members during this time, while Traditionalists attributed the most importance to staff treatment. ─ Female consumers typically agreed that brands were doing enough for staff wellbeing. ─ Overall, when compared to other countries surveyed, consumers in Japan were more likely to agree that staff wellbeing was ensured, with the exception of China and India. 53% NET Important 69% NET Agree Adobe Japan Consumer Survey Results (June 2020) Q19 – Do you agree or disagree that brands are doing enough to ensure the wellbeing of staff? Base: All respondents (1012) Q22 – When thinking of engaging with brands in the future, how important is it to you that brands treat their staff well during this time? Base: All respondents (1012)
22.
©2020 Adobe. All
Rights Reserved. Adobe Confidential. Staff Wellbeing by Business Sector • Surprisingly, health care was a polarising business sector for Japanese consumers. Over half (53%) agreed that the health care sector was supportive of its employees, while 49% shared the opposite sentiment. ─ Urban residents were more likely to cite the technology sector as being the most supportive, and more likely to mention the travel/hospitality and automotive sectors as being least supportive. 49% 19% 17% 15% 17% 7% 7% 19% 15% 6% Health Care Food Service / Restaurant Retail Education Travel and Hospitality Grocery Technology (B2B & B2C) Media and Entertainment Manufacturing / Construction Automotive Most Supportive Sectors Health Care Food Service / Restaurant Retail Education Travel and Hospitality Grocery Technology (B2B & B2C) Media and Entertainment Manufacturing / Construction Automotive Least Supportive Sectors 53% 25% 15% 15% 14% 14% 14% 11% 10% 9% Health Care Food Service / Restaurant Retail Education Travel and Hospitality Grocery Technology (B2B & B2C) Media and Entertainment Manufacturing / Construction Automotive Adobe Japan Consumer Survey Results (June 2020) Q20 – Which business sectors in your country are being most supportive of their staff’s wellbeing? Base: All respondents (1012) Q21 – Which business sectors in your country are being least supportive of their staff’s wellbeing? Base: All respondents (1012)
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