Neo Marketing Co., Ltd.
“Survey on product purchases by Kyushu residents”
Approximately 50% of respondents “compare prices with online shops” as a behavior while shopping at a physical store. Even when shopping online, more than 20% go to physical stores to check the actual product and price.
Neo Marketing Co., Ltd. (location: Shibuya-ku, Tokyo), which provides consumer-oriented research and marketing support, will hold 15 people living in Kyushu for three days from October 12, 2022 (Wednesday) to October 14, 2022 (Friday). We conducted an Internet research on the theme of “Survey on product purchases by people living in Kyushu” targeting men and women aged 12 and over.
Surrounded by magnificent nature, Kyushu is an area rich in tourist attractions and gourmet food. Regarding the characteristics of the residents, various characteristics such as “full of curiosity” and “actively incorporating new and good things” have been cited. Are there any characteristics unique to people living in Kyushu when it comes to choosing a location? This time, for people living in Kyushu, we investigated the actual situation from collecting information to purchasing products, and the behaviors of both physical stores and online shops. Please use it as a reference for your future marketing activities.
[Table 3: https://prtimes.jp/data/corp/3149/table/312_1_35d558a045a2c65ebf4978a39fe1d34c.jpg ]
1. Survey method: WEB survey method using the system of the survey site “I Research” operated by Neo Marketing Co., Ltd.
2. Survey target: Men and women aged 15 and over living in Kyushu among the eye research registered monitors
3. Number of valid responses: 965 (Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, Kagoshima residents)
Four. Survey implementation date: October 12, 2022 (Wednesday) to October 14, 2022 (Friday)
◆ “Survey on Product Purchases by Kyushu Residents” Main Questions and Answers
[Table 4: https://prtimes.jp/data/corp/3149/table/312_2_19bf86abb73e8dff05f6f4fe1643fa6c.jpg ]
■ Current SNS usage (n=966)
First of all, we asked about the current usage of SNS.
Looking at the overall results, “LINE” had the highest account registration rate, followed by “YouTube”.
With the exception of Facebook, all SNS tend to become less active as people get older. In particular, users in their 60s and older decrease significantly. However, even in such a situation, more than half of the users of “YouTube” are in their 60s or older, and the majority of users of any age are “browsers”. It was distinctive.
■ Actions leading up to product purchase at physical stores (n=966) [Image 7
We asked about the behavior up to the purchase of products at the online shop. In addition, the genre of the purchased product does not matter. The graph above shows the top 10 options.
Looking at the overall results, 29.1% of respondents answered “look at word-of-mouth websites and bulletin boards”, followed by 27.1% who answered “search the product in a browser and see the details of the product itself”.
What is noteworthy is that despite shopping at online shops, 26.9% and 24.4% of respondents said that they would go to a physical store and check the actual product and that they would go to a physical store and compare prices, respectively. Isn’t that what it is? The former is only 2.2 points behind the top 29.1%.
In Kyushu, when shopping online, it is just as important to touch and check the actual product at the store and check the price at the physical store as it is to search for product details on word-of-mouth websites. I found that I have
In the question above, “Actions before purchasing products at physical stores”, the percentage of “comparing prices with online shops” was the highest among the behaviors at physical stores.
Although there is a possibility that it will be affected by the product genre, such as a cheap product or a product that is so trivial that the person does not need to compare it, if the product you want is available in both physical and online stores, basically It seems that there is a tendency to go back and forth between both stores and carefully consider purchasing.
In this question, there were options related to SNS word-of-mouth, such as “Look at reviews on Twitter” and “Look at reviews on Instagram”, but even with those options, “Watch product review videos on YouTube” ranked in the top 10 items. It has entered. And 20.4% of the votes were won from those in their teens to 30s. You can see that the behavior of checking YouTube as information gathering before shopping is gradually spreading among young people in Kyushu. Comparing Kyushu as a whole and by prefecture, 27.1% of all
respondents in their teens to 30s answered “search the browser to see the details of the product itself”, while 41.6% of those in their teens to 30s in Saga Prefecture surpassed that by nearly 13 points. I was.
In addition, 31.4% of people in their 60s and over were 31.4% in their 60s and over, and 43.0% of those in their 60s and over in Kumamoto Prefecture were 43.0%, which was nearly 12 points higher than the 31.4% of people in their 60s and over who answered, “Check the actual product by telling them to the actual store.”
In addition, among those in their 40s and 50s, 25.2% and 24.3%, respectively, of “comparing products by comparing multiple online shops” and “visiting physical stores to compare prices,” while 40% in Oita Prefecture Those in their 50s were 38.3% and 36.7%, nearly 12-13% higher.
When compared by age group, those in their teens to 30s accounted for 22.5% of those who answered “do nothing in particular,” which is nearly 7 points higher than other age groups. This result is a bit of a surprise, as people in their teens to 30s are digital natives. However, 28.5% of people in their teens to 30s in Fukuoka Prefecture and 4.2% in their teens to 30s in Saga Prefecture showed a large difference depending on their place of residence.
■ Experience of learning about products on SNS and purchasing at online shops or physical stores (n=966)
We asked respondents if they had ever made a purchase at an online shop or a physical store after learning about a product on SNS. Looking at the results, there was not much difference between online shops and brick-and-mortar stores, and in any case, the ratio of “product purchase experience triggered by SNS” was about 20%. It can be seen that the percentage of those who answered “multiple times” has hardly changed between those in their teens and 30s and those in their 40s and 50s. In other words, there does not seem to be a tendency for younger people to often purchase products inspired by posts on SNS.
■ SNS that triggered product purchases at online shops or physical stores [Image 19
We asked those who answered that they had experience in the question “Experience of learning about a product on SNS and purchasing it at an online shop or a physical store”, and asked about the SNS that led to the purchase of the product.
Looking at the results, regardless of whether the destination of the purchase was an online shop or a physical store, “YouTube” was the top, followed by “Twitter” and “Instagram.” .
In Kyushu, less than 10% of people in Kyushu use TikTok and Pinterest, which have been increasingly used for business, as a trigger for product purchases.
■ Click here to download the GT table and cross table of this survey https://form.neo-m.jp/download/investigation/3829
■ Other questions in this survey
・Usually purchase place (multiple answers)
・ Topics you follow on SNS (free answer)
■ Click here for the survey service used in this survey
Online research: https://neo-m.jp/research-service/netresearch/
Details about this release: