Weitere Ă€hnliche Inhalte Ăhnlich wie MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms (20) KĂŒrzlich hochgeladen (20) MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms1. - Singapore, Thailand, Malaysia, Indonesia ~
Copyright © 2015 MicroAd
Southeast Asiansâ Perceptions Towards
CHERRY BLOSSOMS
Survey 2015
2. Survey Outline
Methodology: Online Questionnaire via GMO Researchâs
consumer panel "ASIA Cloud Panelâ
Survey Period: 2nd â 6th February 2015
Countries Surveyed: Singapore, Thailand, Malaysia, Indonesia
Sample size: 1,200 (300 samples from each country)
Gender of respondents: Male 50%, Female 50%
Age groups: 20â29 (33%), 30â39 (33%), 16â29 & 40+ (33%)
Copyright © 2015 MicroAd
3. 1. How much do you like cherry blossoms?
Copyright © 2015 MicroAd
0% 9% 18% 27% 36% 45%
9%
4%
2%
3%
10%
3%
3%
5%
26%
23%
24%
26%
29%
37%
28%
34%
26%
33%
43%
32%
Mean: 3.87
Mean: 4.05
Mean: 3.92
Mean: 3.53
Very much 5 4 3 2 1 Not at all
4. Copyright © 2015 MicroAd
2. Where would you go to see cherry blossoms?
0% 20% 40% 60% 80%
10%
9%
3%
6%
14%
10%
6%
6%
44%
62%
77%
75% Japan
Japan
Japan
Japan
South Korea
Taiwan
Australia
Australia
South Korea
South Korea
Thailand
South Korea
(Top 3 countries)
5. 3. Have you been to Japan for cherry blossom viewing?
0% 25% 50% 75% 100%
70%
80%
61%
78%
30%
20%
39%
22%
Yes No
Copyright © 2015 MicroAd
6. Copyright © 2015 MicroAd
4. Where do you think is the best place for cherry blossoms
viewing in Japan?
0% 10% 20% 30% 40%
7%
10%
8%
13%
7%
11%
12%
13%
13%
12%
13%
13%
15%
14%
15%
15%
23%
31%
25%
33% I donât know
Hokkaido
(top 5 answers)
I donât know
Hokkaido
Tokyo
Kyoto
Osaka
Kyoto
Osaka
Tokyo
I donât know
I donât know
Hokkaido
Hokkaido
Tokyo
Osaka
Kyoto
Tokyo
Osaka
Okinawa
7. Copyright © 2015 MicroAd
5. How did you come to ïŹnd out about places for cherry blossoms
viewing in Japan?
0% 20% 40% 60% 80%
16%
29%
23%
26%
22%
32%
24%
26%
27%
36%
30%
32%
36%
46%
37%
45%
80%
70%
71%
65% Internet
Friends/Family
Television
Flyers/Brochures
Internet
Magazines
Magazines
Books
Television
Friends/Family
(top 5 answers)
**Excluded those who answer âI donât knowâ in Q4.
Books
Magazines
Magazines
Television
Books
Television
Friends/Family
Internet
Internet
Friends/Family
8. Copyright © 2015 MicroAd
6. How much do you think cherry blossoms would affect
your decision to visit Japan?
0% 9% 18% 27% 36%
14%
4%
11%
8%
9%
6%
8%
8%
25%
27%
25%
30%
26%
35%
28%
30%
26%
28%
28%
24%
5 Very much 4 3 Moderately 2 1 Not at all
Mean: 3.52
Mean: 3.55
Mean: 3.76
Mean: 3.41
9. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
19%
29%
28%
33%
27%
30%
38%
37%
67%
65%
63%
55% Internet
Friends/Family
Shops/Stores
Internet
Internet
Internet
Shops/Stores
Books
Friends/Family
Shops/Stores
Friends/Family
Books
Top 3 sources of information
45%
55%
Yes No
33%
67%
46%
54%
44%
56%
7a. Do you know the following products (made/ïŹavour) of cherry blossoms?
(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)
10. 7b. Have you purchased the following products (made/ïŹavour) of cherry blossoms?
(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)
Copyright © 2015 MicroAd
0% 18% 35% 53% 70%
3%
11%
10%
0%
3%
15%
10%
3%
10%
21%
26%
11%
26%
32%
55%
43%
51%
29%
6%
61%
31%
25%
36%
20%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
44%
56%
Yes No
19%
81%
37%
63%
37%
63%
Sources of products
0% 13% 25% 38% 50%
8%
2%
2%
3%
6%
1%
4%
4%
19%
19%
18%
25%
29%
46%
36%
39%
39%
32%
40%
29%
Referral likelihood
Mean: 3.86
Mean: 4.07
Mean: 4.06
Mean: 3.86
Likely Unlikely
11. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
21%
29%
25%
29%
21%
33%
30%
33%
69%
59%
57%
57% Internet
Friends/Family
Shops/Stores
Internet
Internet
Internet
Books
Shops/Stores
Shops/Stores
Friends/Family
Radio/Television
Books
7a. Do you know the following products (made/ïŹavour) of cherry blossoms?
(ii) Drinks (e.g. sake, tea, cocktail, soft drink, latte, etc)
Top 3 sources of information
48%
52%
Yes No
38%
62%
48%
52%
45%
55%
12. Copyright © 2015 MicroAd
0% 18% 35% 53% 70%
3%
13%
15%
0%
5%
12%
9%
7%
16%
18%
25%
21%
29%
26%
49%
43%
53%
36%
12%
58%
17%
18%
26%
11%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/ïŹavour) of cherry blossoms?
(ii) Drinks (e.g. sake, tea, cocktail, soft drink, latte, etc)
Sources of products
0% 13% 25% 38% 50%
3%
6%
4%
0%
8%
2%
5%
1%
22%
31%
22%
25%
27%
36%
30%
37%
40%
25%
39%
37%
Referral likelihood
53%
47%
Yes No
39%
61%
44%
56%
53%
47%
Mean: 4.10
Mean: 3.93
Mean: 3.72
Mean: 3.95
Likely Unlikely
13. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
19%
25%
28%
31%
20%
33%
31%
32%
64%
65%
63%
54% Internet
Shops/Stores
Newspaper
Internet
Internet
Internet
Shops/Stores
Books
Newspaper
Friends/Family
Billboards/Posters
Radio/Television
7a. Do you know the following products (made/ïŹavour) of cherry blossoms?
(iii) Dishes (e.g. burger, sushi, bento, etc)
Top 3 sources of information
72%
28%
Yes No
45%
55%
74%
26%
62%
38%
14. Copyright © 2015 MicroAd
0% 18% 35% 53% 70%
3%
0%
14%
2%
3%
16%
7%
5%
9%
18%
24%
21%
34%
26%
57%
52%
49%
37%
9%
33%
20%
24%
26%
12%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/ïŹavour) of cherry blossoms?
(iii) Dishes (e.g. burger, sushi, bento, etc)
Sources of products
0% 13% 25% 38% 50%
4%
5%
2%
0%
7%
5%
3%
7%
26%
26%
28%
26%
27%
34%
31%
33%
36%
29%
37%
33%
Referral likelihood
55%
45%
Yes No
29%
71%
51% 49%
39%
61%
Mean: 3.93
Mean: 3.99
Mean: 3.76
Mean: 3.83
Likely Unlikely
15. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
22%
32%
27%
27%
29%
35%
29%
42%
69%
64%
58%
55% Internet
Newspaper
Shops/Stores
Internet
Internet
Internet
Books
Radio/Television
Newspaper
Shops/Stores
Newspaper
Radio/Television
7a. Do you know the following products (made/ïŹavour) of cherry blossoms?
(iv) Cosmetics/Fragrances
Top 3 sources of information
42%
58%
Yes No
38%
62%
28%
72%
29%
71%
16. Copyright © 2015 MicroAd
0% 18% 35% 53% 70%
7%
16%
13%
0%
1%
20%
10%
10%
15%
19%
19%
21%
11%
24%
47%
26%
44%
28%
10%
65%
43%
29%
41%
14%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/ïŹavour) of cherry blossoms?
(iv) Cosmetics/Fragrances
Sources of products
0% 13% 25% 38% 50%
4%
3%
2%
1%
6%
0%
4%
4%
25%
21%
23%
27%
27%
37%
32%
39%
39%
40%
39%
29%
Referral likelihood
56%
44%
Yes No
37%
63%
47%
53%
34%
66%
Mean: 3.90
Mean: 4.03
Mean: 4.11
Mean: 3.91
Likely Unlikely
17. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
22%
37%
26%
27%
29%
39%
30%
42%
64%
63%
61%
54% Internet
Friends/Family
Shops/Stores
Internet
Internet
Internet
Shops/Stores
Radio/Television
Newspaper
Shops/Stores
Books
Radio/Television
7a. Do you know the following products (made/ïŹavour) of cherry blossoms?
(v) Skin/Body Care
Top 3 sources of information
45%
55%
Yes No
32%
68%
28%
72%
39%
61%
18. 0% 18% 35% 53% 70%
6%
17%
14%
1%
2%
17%
16%
9%
14%
19%
19%
15%
11%
19%
35%
24%
43%
31%
7%
67%
40%
27%
44%
17%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/ïŹavour) of cherry blossoms?
(v) Skin/Body Care
Sources of products
0% 13% 25% 38% 50%
5%
2%
1%
1%
6%
3%
9%
2%
19%
23%
25%
29%
27%
37%
30%
43%
42%
36%
36%
25%
Referral likelihood
46%
54%
Yes No
33%
67%
39%
61%
38%
62%
Mean: 3.88
Mean: 3.89
Mean: 4.02
Mean: 3.95
Likely Unlikely
Copyright © 2015 MicroAd
19. 0% 14% 28% 42% 56% 70%
8%
19%
12%
2%
5%
12%
11%
9%
12%
19%
18%
13%
22%
20%
44%
35%
33%
33%
7%
55%
40%
27%
39%
24%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(i) Clothes/Shoes
Sources of products
0% 11% 22% 33% 44% 55%
8%
1%
0%
2%
6%
3%
6%
0%
25%
27%
28%
44%
27%
42%
36%
26%
34%
27%
30%
29%
Referral likelihood
Mean: 3.80
Mean: 3.90
Mean: 3.90
Mean: 3.74
82%
18%
Yes No
59%
41%
70%
30%
66%
34%
Likely Unlikely
Copyright © 2015 MicroAd
20. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
9%
17%
13%
2%
3%
18%
16%
7%
10%
20%
19%
20%
20%
20%
37%
29%
41%
28%
14%
52%
36%
28%
36%
29%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(ii) Jewelries/Other Accessories
Sources of products
0% 11% 22% 33% 44% 55%
5%
1%
2%
2%
11%
0%
5%
2%
20%
38%
32%
25%
32%
31%
32%
39%
32%
30%
29%
32%
Referral likelihood
Mean: 3.98
Mean: 3.80
Mean: 3.87
Mean: 3.76
81%
19%
Yes No
72%
28%
76%
24%
66%
34%
Likely Unlikely
21. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
9%
20%
21%
2%
3%
21%
12%
11%
12%
20%
17%
18%
16%
13%
35%
33%
38%
18%
7%
47%
35%
29%
34%
11%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(iii) House decorations/Furniture
Sources of products
0% 11% 22% 33% 44% 55%
4%
1%
3%
2%
10%
2%
4%
5%
28%
27%
31%
26%
28%
43%
35%
39%
29%
26%
28%
28%
Referral likelihood
Mean: 3.86
Mean: 3.80
Mean: 3.90
Mean: 3.68
81%
19%
Yes No
52%
48%
72%
28%
61%
39%
Likely Unlikely
22. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
9%
22%
20%
0%
4%
20%
13%
10%
7%
12%
15%
14%
19%
14%
33%
27%
44%
36%
6%
64%
31%
20%
39%
10%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(iv) Tablewares/Teawares
Sources of products
0% 11% 22% 33% 44% 55%
3%
3%
4%
2%
10%
4%
6%
10%
30%
27%
32%
38%
28%
38%
29%
22%
29%
29%
29%
29%
Referral likelihood
Mean: 3.67
Mean: 3.74
Mean: 3.86
Mean: 3.69
79%
21%
Yes No
52%
48%
74%
26%
68%
32%
Likely Unlikely
23. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
10%
20%
17%
3%
7%
14%
13%
12%
18%
18%
19%
18%
18%
19%
42%
28%
38%
28%
7%
52%
30%
27%
30%
12%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(v) Collectibles/Arts
Sources of products
0% 11% 22% 33% 44% 55%
3%
3%
4%
2%
10%
4%
6%
10%
30%
27%
32%
38%
28%
38%
29%
22%
29%
29%
29%
29%
Referral likelihood
Mean: 3.63
Mean: 3.85
Mean: 3.72
Mean: 3.79
80%
20%
Yes No
57%
43%
68%
32%
67%
33%
Likely Unlikely
24. 0% 14% 28% 42% 56% 70%
9%
20%
21%
2%
3%
21%
12%
11%
12%
20%
17%
18%
16%
13%
35%
33%
38%
18%
7%
47%
35%
29%
34%
11%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(vi) Toys/Children Products
Sources of products
0% 11% 22% 33% 44% 55%
6%
2%
3%
3%
10%
7%
9%
7%
27%
26%
29%
28%
22%
44%
34%
31%
35%
22%
26%
31%
Referral likelihood
Mean: 3.79
Mean: 3.69
Mean: 3.76
Mean: 3.70
90%
10%
Yes No
67%
33%
82%
18%
71%
29%
Likely Unlikely
Copyright © 2015 MicroAd
25. 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 of February 2015). It also established
a subsidiary âMicroAd Inbound Marketingâ specializing in Japanâs
inbound tourism marketing services in January 2015.
For more information, please visit: http://www.microad.co.jp/en/
or email to: overseas_info@microad.jp
About MicroAd
Copyright © 2015 MicroAd