microad - survey on travel preferences of southeast asians to japan 2015
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- Singapore, Thailand, Malaysia, Indonesia
Travel Preferences of Southeast Asians To Japan 2015
Survey on
Survey Outline
Methodology: Online Questionnaire via GMO Research’s consumer panel “ASIA Cloud Panel”
Survey Period: 2nd – 6th February 2015
Countries Surveyed: Singapore, Thailand, Malaysia, Indonesia
Respondents: Males & Females aged 16 – 69
Sample size: 1,200 (300 samples from each country)
Survey on Travel Preferences of
Southeast Asians To Japan 2015
Q1. What are you interested in about Japan? [multiple selections]
SingaporeFood
Nature/SceneryCultures/Society
Technologies/ElectronicsFashionPeople
Anime/MangaHistory
LanguageCosmetic/Beauty Products
Media/EntertainmentArchitecture
Traditional ArtsSports/Games
ReligionsOthers
0% 17% 34% 51% 68% 85%
1%11%12%
19%22%
27%32%33%
36%38%39%39%
44%53%
60%82%
MalaysiaTechnologies/Electronics
Nature/SceneryCultures/Society
FoodAnime/Manga
LanguageArchitecture
Media/EntertainmentPeopleFashionHistory
Cosmetic/Beauty ProductsTraditional ArtsSports/Games
ReligionsOthers
0% 17% 34% 51% 68% 85%
1%9%
23%34%35%
40%40%41%41%41%43%
52%61%61%61%
70%
IndonesiaTechnologies/Electronics
Nature/SceneryFood
Cultures/SocietyAnime/Manga
Media/EntertainmentTraditional Arts
HistoryFashion
LanguageSports/Games
ArchitecturePeople
Cosmetic/Beauty ProductsReligions
Others0% 17% 34% 51% 68% 85%
1%4%
21%22%
28%35%
37%38%40%
42%42%
51%52%
54%60%
63%
ThailandFood
Nature/SceneryCultures/Society
Technologies/ElectronicsAnime/Manga
LanguageCosmetic/Beauty Products
FashionHistoryPeople
ArchitectureMedia/Entertainment
Traditional ArtsSports/Games
ReligionsOthers
0% 17% 34% 51% 68% 85%
2%10%
17%22%
24%26%28%
30%32%
35%37%
49%51%
56%62%
68%
Survey on Travel Preferences of
Southeast Asians To Japan 2015
Q2. Have you been to Japan?
0%
25%
50%
75%
100%
Singapore Thailand Malaysia Indonesia
22%28%29%
48%
78%72%71%
52%
NoYes
Survey on Travel Preferences of
Southeast Asians To Japan 2015
Q3. From what sources do you mainly get information about Japan? [multiple selections]
-90% -60% -30% -0%
Visited
0% 30% 60% 90%
1%
6%
37%
42%
36%
46%
70%
75%
Not visited
-90% -60% -30% -0%
Visited
0% 30% 60% 90%
2%
12%
15%
24%
36%
44%
72%
74%
Not visited
0% 30% 60% 90%
1%
11%
49%
46%
46%
59%
85%
85%
Not visited
-90% -60% -30% -0%
Visited
-90% -60% -30% -0%
Visited
0% 30% 60% 90%
1%
20%
37%
23%
39%
49%
86%
88%
Not visited
Online websites
Television
Friends/ Family
Travel book
Magazine
Newspaper
Mobile Apps
Others
Online websites
Television
Travel book
Magazine
Friends/ Family
Newspaper
Mobile Apps
Others
Online websites
Television
Magazine
Travel book
Friends/ Family
Newspaper
Mobile Apps
Others
Online websites
Television
Magazine
Newspaper
Travel book
Friends/ Family
Mobile Apps
Others
Singapore Thailand
IndonesiaMalaysia
Survey on Travel Preferences of
Southeast Asians To Japan 2015
90% 60% 30% 0% 90% 60% 30% 0%
90% 60% 30% 0% 90% 60% 30% 0%
84%
63%
51%
51%
40%
43%
10%
1%
75%
54%
44%
32%
40%
28%
3%
1%
88%
74%
54%
64%
54%
49%
17%
1%
83%
72%
54%
42%
55%
40%
17%
0%
0%
15%
30%
45%
60%
Hokkaido Okinawa Kansai Kanto Kyushu Chubu Shikoku Chugoku Tohoku
8%11%
14%
5%8%6%
12%14%
23%
11%7%7%5%7%
17%18%
6%
23%
5%3%2%1%
13%8%
14%9%
45%
2%3%3%3%8%8%
10%12%
50%
SingaporeThailandMalaysiaIndonesia
Q4. Which region of Japan would you like to visit the most (for your next trip)?
Survey on Travel Preferences of
Southeast Asians To Japan 2015
**Okinawa is excluded from Kyushu region
0%
15%
30%
45%
60%
Hokkaido Okinawa Kansai Kanto Kyushu Chubu Shikoku Chugoku Tohoku
5%7%3%3%
9%
31%
15%
6%
21%
2%4%2%2%2%
38%
13%
4%
32%
2%1%3%
0%
8%
20%22%
8%
37%
2%3%1%2%3%
21%
10%
3%
56%
Visi
ted
Japa
n N
ot v
isite
d Ja
pan
Q4a. I have been to… [multiple selections]
0%
20%
40%
60%
80%
Kanto Kansai Hokkaido Okinawa Kyushu Tohoku Chubu Chugoku Shikoku
28%28%
22%
32%
26%
35%
65%
34%
46%
25%26%
19%
27%
20%
26%
48%
39%
52%
17%
25%
30%
24%
29%25%
39%
58%
68%
10%11%13%14%
18%21%
41%
46%
71%
SingaporeThailandMalaysiaIndonesia
**Okinawa is excluded from Kyushu region.
*only answered by respondents who have been to Japan
Survey on Travel Preferences of
Southeast Asians To Japan 2015
Q4b. I plan to go to Japan again…
0%
17%
33%
50%
66%
within 6 months within 1 year within 3 years after 3 years not decided yet no plan
0%3%
11%
26%
39%
22%
2%
8%
1%
14%
61%
13%
1%7%
2%
20%
40%
30%
1%
14%
4%
17%
42%
22%
SingaporeThailandMalaysiaIndonesia
Survey on Travel Preferences of
Southeast Asians To Japan 2015
*only answered by respondents who have been to Japan
Q5. How much was your expenditure/is your budget per day for a trip to Japan on average? (excluding flight expenses)
Survey on Travel Preferences of
Southeast Asians To Japan 2015
0%
13%
25%
38%
50%
US $0 - 49 US $50 - 99 US $100 - 299 US $300 - 499 US $500 - 999 US $1,000 & above
8%11%
22%
40%
17%
3%
16%12%
31%
38%
2%1%
13%
7%
16%
47%
12%
6%
13%10%
23%
36%
16%
2%
SingaporeThailandMalaysiaIndonesia
0%
13%
25%
38%
50%
US $0 - 49 US $50 - 99 US $100 - 299 US $300 - 499 US $500 - 999 US $1,000 & above
13%11%
19%
25%
16%17%
11%13%
21%
35%
15%
5% 7%5%
17%
35%
23%
14%
5%
12%
21%
41%
18%
3%
Visi
ted
Japa
n N
ot v
isite
d Ja
pan
Q6. What did you spend/do you expect to spend the most on for a trip to Japan? (excluding flight expenses)
Survey on Travel Preferences of
Southeast Asians To Japan 2015
0%
11%
23%
34%
45%
Accommodation Food & Beverage Shopping Attractions Travel Agency/Services Transportation Activities
5%
0%
6%
34%
28%
15%12%
5%5%1%
19%23%
17%
31%
1%
9%7%
13%
38%
18%
14%
1%2%3%
10%
22%23%
39%
SingaporeThailandMalaysiaIndonesia
0%
11%
23%
34%
45%
Accommodation Food & Beverage Shopping Attractions Travel Agency/Services Transportation Activities
3%2%3%
43%
26%
18%
3%7%
1%4%
36%
25%
13%13%
1%
7%9%
12%
24%24%24%
5%2%2%
21%21%23%
27%
Visi
ted
Japa
n N
ot v
isite
d Ja
pan
Q7. What kind of product did you buy/would you be interested to buy in Japan? [multiple selections]
-88% -66% -44% -22% 0%
Visited
0% 22% 44% 66% 88%
1%
7%
7%
7%
14%
16%
21%
28%
27%
32%
33%
52%
61%
Not visited
-88% -66% -44% -22% 0%
Visited
0% 22% 44% 66% 88%
2%
7%
12%
13%
13%
25%
20%
28%
29%
45%
33%
48%
50%
Not visited
-88% -66% -44% -22% 0%
Visited
0% 22% 44% 66% 88%
1%
8%
17%
19%
18%
29%
27%
36%
41%
32%
44%
60%
57%
Not visited
0% 22% 44% 66% 88%
0%
6%
15%
17%
16%
21%
28%
20%
37%
36%
53%
48%
59%
Not visited
-88% -66% -44% -22% 0%
Visited
Food
Clothing/Shoes/Jewelry
Cosmetic/Beauty
Electronics
Health/Personal Care
Collectibles/Arts
Manga/Anime merchandise
Toys/Games
Home/Kitchen
Music/Movie
Books
Sports/Outdoor
Others
Singapore Thailand
IndonesiaMalaysia
Food
Clothing/Shoes/Jewelry
Cosmetic/Beauty
Electronics
Toys/Games
Collectibles/Arts
Health/Personal Care
Manga/Anime merchandise
Home/Kitchen
Books
Music/Movie
Sports/Outdoor
Others
Clothing/Shoes/Jewelry
Food
Electronics
Collectibles/Arts
Manga/Anime merchandise
Cosmetic/Beauty
Toys/Games
Music/Movie
Books
Health/Personal Care
Home/Kitchen
Sports/Outdoor
Others
Clothing/Shoes/Jewelry
Electronics
Food
Cosmetic/Beauty
Collectibles/Arts
Manga/Anime merchandise
Health/Personal Care
Toys/Games
Music/Movie
Home/Kitchen
Books
Sports/Outdoor
Others
Survey on Travel Preferences of
Southeast Asians To Japan 2015
88% 66% 44% 22% 0%
88% 66% 44% 22% 0%
88% 66% 44% 22% 0%
88% 66% 44% 22% 0%
79%
50%
41%
32%
28%
20%
21%
24%
12%
10%
9%
7%
1%
82%
60%
58%
32%
28%
25%
29%
17%
21%
18%
13%
8%
0%
61%
51%
62%
45%
32%
32%
38%
23%
20%
18%
19%
12%
0%
68%
48%
42%
34%
32%
28%
19%
19%
23%
12%
11%
8%
0%
Q8. What is/are your favourite Japanese food(s)? [multiple selections]
-88% -66% -44% -22% 0%
Visited
0% 22% 44% 66% 88%
1%2%
15%14%
17%30%
34%27%
38%42%
50%47%48%
60%78%
Not visited
-88% -66% -44% -22% 0%
Visited
0% 22% 44% 66% 88%
1%6%13%14%
18%28%28%
37%28%
33%36%
39%43%
55%69%
Not visited
0% 22% 44% 66% 88%
1%2%5%10%9%13%15%
24%29%31%
26%42%
48%55%
80%
Not visited
-88% -66% -44% -22% 0%
Visited
0% 22% 44% 66% 88%
1%6%11%14%13%
20%19%
29%23%
29%28%
26%49%
63%65%
Not visited
-88% -66% -44% -22% 0%
Visited
Sushi Ramen
Tempura Sashimi
Teppanyaki Desserts
Soba/Udon Sukiyaki
Japanese curry Takoyaki Yakiniku Donburi
Okonomiyaki Natto Others
Singapore Thailand
IndonesiaMalaysia
Sushi Ramen Donburi Tempura Takoyaki
Soba/Udon Sashimi Sukiyaki
Japanese curry Desserts Yakiniku
Okonomiyaki Teppanyaki
Natto Others
Sushi Ramen
Tempura Sukiyaki Takoyaki Yakiniku Sashimi
Japanese curry Soba/Udon
Desserts Teppanyaki
Okonomiyaki Donburi Natto Others
Sushi Tempura
Teppanyaki Ramen
Desserts Takoyaki Sashimi
Soba/Udon Japanese curry
Sukiyaki Donburi
Okonomiyaki Yakiniku Natto Others
Survey on Travel Preferences of
Southeast Asians To Japan 2015
88% 66% 44% 22% 0% 88% 66% 44% 22% 0%
88% 66% 44% 22% 0% 88% 66% 44% 22% 0%
80% 70% 61% 59% 53% 45% 40% 37% 37% 30% 27% 24% 19% 8% 1%
77% 62%
52% 55%
45% 40%
45% 35%
41% 38%
33% 29% 22%
13% 1%
77% 69%
58% 62%
42% 33% 32% 27% 26%
20% 18%
17% 14% 10% 2%
65% 51% 49%
37% 32% 31%
28% 15% 25%
19% 20% 19%
12% 8% 0%
Q9. What is your MOST favourite Japanese food? (Top 10 in each country)
Survey on Travel Preferences of
Southeast Asians To Japan 2015
SushiSashimiRamen
TeppanyakiTempuraDessertsSukiyaki
Japanese curryTakoyakiYakiniku
0% 9% 18% 27% 36% 45%
Visited JapanNot visited Japan
29%
21%
18%
7%
6%
5%
3%
3%
2%
1%
SushiRamen
SashimiSukiyakiTempuraDonburiYakiniku
TakoyakiJapanese curry
Desserts0% 9% 18% 27% 36% 45%
Visited JapanNot visited Japan
29%
14%
13%
10%
7%
6%
5%
4%
4%
3%
SushiTempura
RamenTeppanyaki
TakoyakiSashimi
DessertsJapanese curry
SukiyakiOthers
0% 9% 18% 27% 36% 45%
Visited JapanNot visited Japan
44%
15%
11%
11%
6%
4%
3%
2%
1%
1%
SushiRamen
TempuraTakoyakiSukiyakiYakinikuDesserts
Japanese curryTeppanyakiSoba/Udon
0% 9% 18% 27% 36% 45%
Visited JapanNot visited Japan
35%
25%
18%
4%
4%
3%
3%
3%
2%
2%
Singapore Thailand
IndonesiaMalaysia
Singapore (Visited)
Singapore (Not visited)
Thailand (Visited)
Thailand (Not visited)
Malaysia (Visited)
Malaysia (Not visited)
Indonesia (Visited)
Indonesia (Not visited)
0% 25% 50% 75% 100%
75%
29%
80%
52%
76%
59%
85%
71%
25%
71%
20%
48%
24%
41%
16%
29%
YesNo
Survey on Travel Preferences of
Southeast Asians To Japan 2015Q10. Have you heard of the term
“Cool Japan”?
Survey on Travel Preferences of
Southeast Asians To Japan 2015
About MicroAd
MicroAd is the pioneering ad platform company in Japan and has expanded its presence across the Asia region. Dedicated to provide optimization solutions for online display advertising, it has launched the programmatic ad platforms of both demand and supply sides. There are currently more than 10,000 advertisers and 5,000 publishers using its platforms for effective ad management and programmatic ad trading (as at February 2015). It also established a new subsidiary “MicroAd Inbound Marketing” specializing in inbound tourism marketing services in January 2015.
For more information, please visit: http://www.microad.co.jp/en/ or email to: [email protected]
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