MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms
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Transcript of MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms
- Singapore, Thailand, Malaysia, Indonesia ~
Copyright © 2015 MicroAd
Southeast Asians’ Perceptions Towards CHERRY BLOSSOMS
Survey 2015
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
Sample size: 1,200 (300 samples from each country)
Gender of respondents: Male 50%, Female 50%
Age groups: 20–29 (33%), 30–39 (33%), 16–29 & 40+ (33%)
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1. How much do you like cherry blossoms?
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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
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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)
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
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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 don’t knowHokkaido
(top 5 answers)
I don’t knowHokkaido
TokyoKyotoOsaka
KyotoOsaka
Tokyo
I don’t know
I don’t know
Hokkaido
Hokkaido
TokyoOsaka
Kyoto
TokyoOsaka
Okinawa
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5. How did you come to find 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% InternetFriends/Family
Television
Flyers/Brochures
Internet
Magazines
Magazines
BooksTelevision
Friends/Family
(top 5 answers)
**Excluded those who answer “I don’t know” in Q4.
Books
Magazines
Magazines
Television
BooksTelevision
Friends/Family
Internet
Internet
Friends/Family
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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
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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/flavour) of cherry blossoms?(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)
7b. Have you purchased the following products (made/flavour) of cherry blossoms?(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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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/flavour) 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%
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
7b. Have you purchased the following products (made/flavour) 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
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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/flavour) 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%
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
7b. Have you purchased the following products (made/flavour) 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
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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/flavour) of cherry blossoms?(iv) Cosmetics/Fragrances
Top 3 sources of information
42%
58%
Yes No
38%
62%
28%
72%
29%
71%
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
7b. Have you purchased the following products (made/flavour) 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
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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/flavour) of cherry blossoms?(v) Skin/Body Care
Top 3 sources of information
45%55%
Yes No
32%
68%
28%
72%
39%
61%
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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
7b. Have you purchased the following products (made/flavour) 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
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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%
OnlineShops in your countryShops in JapanFrom friends in JapanFrom other countriesOthers
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
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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 “MicroAd Inbound Marketing” specializing in Japan’s 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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