The change after the quake (MACROMILL REPORT)

The Change in Consumer Mind and Action after

The Great East Japan Earthquake

Report

The Change in Consumer Mind and Action after

The Great East Japan Earthquake

Report

April 2011

MACROMILL Net Research Institute Experimental Survey 2011 1

Survey Outline/Target Criteria

Outline Target Profile

■ Area

■ Target

■ Number ofsample

■ Method

■ Period

■ ResearchAgency

Japan, national wide

Male and Female age between20-69

1000 samples for each survey

Internet survey(MACROMILL monitor)

1st, 2nd, 3rd and 4th Wed -March 2011(every Wednesday)※Not conducted on- 16 March 2011

MACROMILL Inc

MACROMILL Weekly Index

To identify consumption behavior and interest of generalconsumer one week before and one week after.The survey was conducting periodically, by monitoringfresh samples, every Wednesday.This is a self-survey to understand the trend in consumerinterest/concern. Survey started on 2-March-2011.

■ Gender X Age

■ Residence

(%)

10.0

10.0

10.0

10.0

10.0

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

10

Male

ages 20s

Male

age 30s

Male

age 40s

Male

age 50s

Male

age 60s

Female

age 20s

Female

age 30s

Female

age 40s

Female

age 50s

Female

age 60s

0% 20% 40% 60% 80% 100%

2-Mar

9-Mar

23-Mar

30-Mar

6-Apr

m

4

4

4

7

6

7

5

4

5

4

39

42

40

42

38

18

16

17

14

17

19

19

20

19

19

5

4

5

4

6

1

2

2

2

3

8

7

7

8

8

0% 20% 40% 60% 80% 100%

2-Mar

9-Mar

23-Mar

30-Mar

6-Apr

Hokkaido Tohoku Kanto Chubu Kinki Chugoku Shikoku Kyushu


1. The Chang in individual actual expense before and after the earthquake

■Individual actual expense in recent week (Average)Q: In the past one week, how much did you actually spend for goods and services?Please excluded monthly bills such as house rent/loan/telephone bill/water bill etc

From individual actual expense on recent week, no substantial change can be seen in 2 weeks before and after the earthquake.The individual actual expense is still the same, which is around 17,000yen. However, in Tohoku and Kanto area alone, after theearthquake, the actual expense increased about 1,000yen, a small upward tendency compared with normal condition.

No change can be seen in individual actual expense one week before and after the earthquake.At Tohoku/Kanto area, there is small increase after the earthquake.

2-Mar

9-Mar

23-Mar

30-Mar

11-March（Earthquake Hit）z

（¥/JPY）Japan（N=1,000） Tohoku/Kanto Other Area

17,900

17,200

18,300

18,800

17,400

16,300

16,800

17,700

17,000

15,500

15,700

16,800


2. The change in goods/services purchased before and after the earthquake

Eatingout withfamily

Eating/drinking outwithfriends/collegue

Eatspeciallmenu athome

Alcoholicbeverages

Healthyfoods/Suplements

Cosmetics Clothes Bags/Shoes/FashionZakka

Electrichomeappliances

Mobil Phone(exc ludingair time/internet

Hobby/Sport goods

Clildrenclothes/goods/toys

32

27

8

29

11 12 13

10

6

1

12

6

31

25

9

28

9

12 13

107

2

12

7

33

22

7

30

10 12 119 9

2

117

32

27

9

27

12 12 1210

7

2

12

8

0 %

10 %

20 %

30 %

40 %

■Goods/services purchased in the past one week

Q: In the past week, how much did you actually spend for the following goods or services?

On the following week of the earthquake, comparing with 2 weeks before the earthquake, a downward tendency can be seen inpurchasing goods/services such as “drinking out/eating out with friends/colleague,” “gamble/ buying a lottery," books/magazines” and “domestic travel” etc. Two week after, comparing with before the earthquake, tendency in purchasing (drinkingout/eating out) (books, magazines) etc. had been no change. Regarding other goods or services, no substantial change can beseen before and after the earthquake.

After the earth quake, a temporary movement of refraining eating out and drinking out etc, can be seen

Educationalservices/lessond

Beautysalon/barbershop/ Hair

Estheticsalon/massage

Financialproducts/Insurance

Gamble/buyinglottary

TravelinnerJapan

Travellingaboard

going tomovietheater/concert/sports

Books,magazines

Present/gift

goods/services other thanhouseholds/foods

none ofthis

4

8

3 2

13

6

1

6

27

8

23

74

7

2 2

13

5

0

7

29

9

23

9

47

2 2

7

31

5

25

9

25

11

4

7

3 1

74

1

5

29

10

27

9

0 %

10 %

20 %

30 %

40 %

Japan（N=1,000)

2-Mar9-Mar

23-Mar30-Mar

(%)


3.The change in number of travelling days before and after the earthquake

■Number of travelling days in the past one week

Q: In the past week, how many days did you spend days for special shopping/leisure/gathering ( including number of days spend for going out after/onthe way to work /school)?

(%)

On the following week of the earthquake, comparing with before the earthquake, people who answered not out even a dayincreased. Especially in Tohoku and Kanto area, increased more than 10 points. On 2 weeks after earth quake, the number oftravelling decreased, but only to 34%. A tendency to refrain from going out/travelling can be seen.

There is a tendency to refrain from going out/travelling, especially in Tohoku and Kanto area.

Japan（N=1,000)

2-Mar9-Mar

23-Mar30-Mar

Average

2-Mar 1.6 days

9-Mar 1.5 days

23-Mar 1.3 days

30-Mar 1.4 days

5-Apr 1.4 days

not even aday

1day 2days 3days 4daysmore than 5

days

Average

2-Mar 1.6 days

9-Mar 1.5 days

23-Mar 1.1 days

30-Mar 1.3 days

5-Apr 1.4 days

not even aday


days

Tohoku/Kanto Area

27 2922

116 5

29 2922

113 6

35

2621

11

4 3

30 2824

114 3

0%

10%

20%

30%

40%

50%

2430

23

118

4

29 2922

103 5

43

25

1710

3 3

34

25 24

104 3

0%

10%

20%

30%

40%

50%


I want tobe ingoodhealth

I want toimprovemy healthcondition

I want torefreshmy bodyand mind

I want tohaveperfectbody,skin, and

I want toenhancedmyjob/study

I want toeatdeliciousfood

I want toenjoy theseasonand event

I want toenjoyfashion

I want toimproveskill andabilityof myJob/study

I amworryabout myfuturefinance,so I wantto

I amworryabout myfuturehealth,so I wantto

3228

42

23

17 1618

13

41

1915

30

24

42

2219 18 19

11

39

1815

30

22

44

21

16 16

20

13

32

15 14

29

24

46

23

15 1518

12

39

22

16

0%

10%

20%

30%

40%

50%

4.The change in interest of life theme/desire before and after the earthquake

Japan（N=1,000)

2-Mar9-Mar

23-Mar30-Mar

■Life theme and desire in the next one week

Q: Choose your life theme/desire for the next week, or choose you want to solve mostly from the following lists

By asking life theme/desire for the next week, the interest in doing pleasure things such as eatdelicious foods/enjoy seasons and events/enjoy hobbies and leisure was down temporary. At2weeks after the earth quake, it was back to same level as before the earthquake, no substantialchange had be seen in interest area.After the earthquake, the only life theme increased is refreshing the mind and body.It can be seen that, stress and unsecured feeling is growing.

There is no change in life theme/desire. Interest in refreshing the body and mind is growing

(%)

I want toenjoy

hobby andleisure

I want tomake my

friendshipsstronger

I want tomeet new

people

I want tosave

money bycheckMy expense

I want toincrease

my income

none ofthis

I want tomake my

home/belongings

neat and

comfortable

I want tomake my

fashion/food /home

quality

better

I want tomake my

husband-wive/loves

one

relathionships

I want tomake my

parents-son/dough

terrelathionship

35

27

13 14 13 13

8

34

29

7

35

26

1215

13 14

7

3027

6

29 28

14 14 1312

7

35

24

7

34

27

12 1315 14

7

33

27

8

0%

10%

20%

30%

40%

50%


5. The change in purchase intention of goods/services before and after theearthquake

Eatspecialmenu athome

Alcoholicbeverages

Healthfoods/suplements

Cosmetics Clothes Bags/shoes/fashionzakka

Electrichouseholdappliances

Hobby/sports goods

Eatingout withFamily

Eating/drinkingout withfriends/colleague

Mobilephone(excluding net/talkingfee)

27

23

9

17

68

1210

42

10

26 25

7

15

56

10 9

5

2

9

26

20

6

16

57

119

6

1

8

26

22

9

16

6 7

129

52

9

0 %

10 %

20 %

30 %

40 %

■Purchase intention of goods and services for the following week

Q: For the following week, from the goods/services bellow, which would you like to buy or use? Tell us if there is any goods/services you arenow actually thinking to buy.

From looking at the purchase intention or considering buying goods for the following week after earth quake, usage of serviceoutside such as “eating out/drinking out with friends/colleague,” “going to movie theater, concert, sports games” etc,decreased, but a week after, the purchase intention was mostly stable, the refraining from buying goods or the decreasing inpurchased intention did not occurred on specific category products.

There is no substantial change in purchase intention of goods/services before and after earthquake.

(%)(%)

Educationalservices/lessons



Gamble/buying lottery

Travel innerJapan

Travelabroad

book/magazines

present/gift

none of thisGoing tomovietheather/concert/sport game

goods/foods otherthanhouseholdgoods/foods

Beautysalon/barbershop /hairsalon

4

8

3 3

11

7

1

10

21

6

10

18

3

8

3 3

86

1

10

19

910

18

2

8

4 3

6 6

2

8

19

5

11

24

4

9

52

76

1

10

22

5

12

22

0 %

10 %

20 %

30 %

40 %

Japan（N=1,000)

2-Mar9-Mar

23-Mar30-Mar


6. The change in predictions of total amount in the future individual expensesbefore and after the earthquake

From the predictions of total individual expense of the next month, before earthquake, probability of going up of expensewere much higher than probably of going down of expense. However after the earthquake, probably of going down of expensehave been increased. This upward tendency of probably of going down of expense has been occurred not only in Tohoku andKanto area but also in other areas too.

After the earthquake, the predictions of “individual expense will go down” have increased slightly.

■Prediction of individual expense for the next month

Q: For the next month, compared with the past month, how do you think the changes of your goods/services purchases in variety and amount?

Japan(N=1,000） Tohoku/Kanto Area Other Area

3

4

4

2

20

23

18

18

63

61

47

56

11

10

22

19

2

2

8

4

greatly

increase

slightly

increaseno

change

slightly

decrease

greatly

decrease

0% 20% 40% 60% 80% 100%

3

5

2

2

21

24

20

20

62

60

59

56

11

9

16

18

2

2

3

3

greatly

increase

slightly

increase

no

change

slightly

decrease

greatly

decrease

0% 20% 40% 60% 80% 100%

3

5

3

2

21

23

19

19

63

60

54

56

11

10

19

19

2

2

5

4

greatly

increase

slightly

increaseno change

slightly

decrease

greatly

decrease

0% 20% 40% 60% 80% 100%

2-Mar

9-Mar

30-Mar

23-Mar

11-March（Earthquake Hit!）


7.Discussion

Disruptions caused by the earthquake, such as logistic problem to deliver commodities,

shortages stock in stores etc, in some areas.

However, the consumer purchasing awareness and life theme have not changed and maintain tendency

as before the earthquake.

Temporary, purchasing awareness and purchase intention of “eating out/drinking out” and “books/

magazines” had been down affected by aftershock and dysfunction of public transportation.

However, after 1 week from earthquake, those purchasing awareness and intention had came back as

same level as before earth quake.

Moreover, the life interest theme and future consuming desire also kept it

standard level, at the moment there is no substantial change seen in consumer awareness and

action.

On the other hand, probability of downward of expense in next month has been rising.

More consumers are anxious toward nuclear plant issue.

Continue to watch impacts from planned black-out in east area and logistic change.


震災による回収率の変化

AppendixTabulation Graph

for Each Area


Appendix. Purchased goods/services in the past week

Japan （N=1,000)

Tohoku/Kanto area

Other area

Q: In the past week how much did you actually spend for the following goods or services?

Eat specialmenu athome

Alcoholicbeverages


Cosmetics Clothes Bags/shoes/ fashionzakka


Hobby/sports goods

Childrenclothes/goods/toys




Gamble/buying lottery

Eating outwith Family

Eating/drinking outwithfriends/colleague

Mobilephone(excludingnet /talkingfee)

Beautysalon/barbershop /hairsalon

3330

8

30

10

14 13

86

2

12

5 5

8

2 2

13

33

29

10

31

9

13 129

7

2

12

64

6

2 2

13

28

18

8

32

11 11

7 7

10

2

86

47

2 23

34

24

10

29

12 12 11 107

3

12

7

4

8

2 1

7

0 %

10 %

20 %

30 %

40 %

(%)

2-Mar9-Mar

23-Mar30-Mar

E atingo ut withF amily

Eating/d rinkingout withfriends/ c


Alcoho licbevera ges

Heal thfood s/supleme nts

Cos metics C lothes Bags/sho es/fashionzakka

Electri chouseho ldapplian ces

Mobil ephone(excl uding net

Hobb y/sports goods

Chi ldrenclo thes/good s/toys

E ducationa ls ervices/l essons

Estheti csalon/m assage

Finan cialprodu cts/Insur ance

Gamb le/buyinglott ery

Beautysalon/barbershop/hairsalon

28

22

9

1 5

6 7

1 21 0

31

10

3 3

9

4 3

11

27 26

6

1 3

47

1 0 9

52

74

2

8

4 3

8

28

21

7

1 4

58

1 31 1

6

1

9

51

8

4 3

8

27

23

9

14

7 6

1 21 1

52

9

4 3

10

52

7

0 %

10 %

20 %

30 %

40 %


Alcoholicbeverages




Hobby/sports goods





Gamble/buyinglottery





30

25

8

28

12 1113

11

6

1

12

64

8

3 2

14

29

22

7

24

912

14

107

1

13

8

4

7

2 2

13

36

25

6

28

912

1 411

7

2

12

8

36

2 2

9

3028

7

24

1211

1311

6

2

119

47

32

7

0 %

10 %

20 %

30 %

40 %


Appendix. Number of travelling days in the past week

Ｑ：In the past week, how many days did you use for special shopping/leisure/gathering? (including number of days used for going out after/on the way to work/school)

Average

2-Mar 1.6 days

9-Mar 1.5 days

23-Mar 1.3 days

30-Mar 1.4 days

5-Apr 1.4 days

not even aday


days

Average

2-Mar 1.6 days

9-Mar 1.5 days

23-Mar 1.1 days

30-Mar 1.3 days

5-Apr 1.4 days

not even aday


days

Average

2-Mar 1.5 days

9-Mar 1.6 days

23-Mar 1.5 days

30-Mar 1.5 days

5-Apr 1.5 days

not even aday


days

Other Area

Japan(N=1000)

Tohoku/Kanto Area

27 29

22

116 5

29 29

22

11

36

35

2621

11

4 3

30 2824

11

4 3

0 %

10 %

20 %

30 %

40 %

50 %

2430

23

118

4

29 29

22

10

3 5

43

25

17

10

3 3

34

25 24

10

4 3

0 %

10 %

20 %

30 %

40 %

50 %

29 29

22

105 5

28 29

22

11

37

28 2724

13

4 4

2631

23

11

5 3

0 %

10 %

20 %

30 %

40 %

50 %

2-Mar9-Mar

23-Mar30-Mar


Appendix. Life theme/desire for the following week

I want tobe ingoodhealth

I want toimprovemy healthcondition

I want torefreshmy bodyand mind

I want tohaveperfectbody,



I want toenjoy theseasonand event


I want toenjoyhobby andleisure

I want tomake myfriendships

I want tomake myfashion/food /homequalitybetter

I want tomake myhusband-wive/loverrelathionships

I want tomake myparents-son/doughterrelathionships

I want toimproveskill andabilityof myJob/study

I want tomake myhome/belongingsneat andcomfortable

I amworryabout myfuturefinance,so I wantto

I amworryabout myfuturehealth,so I wantto

34

27

46

25

17 16

21

15

42

21

15

35

27

1315

13 13

28

23

41

2219 17

20

11

39

18

12

36

24

1213 12 12

29

21

48

18

1417

23

16

30

13 12

27 27

15 1511 10

28

22

46

21

15 16 17

12

38

21

15

33

29

13 14 1412

0 %

10 %

20 %

30 %

40 %

50 %

Japan (N=1,000)

Tohoku/Kanto area

Other area

(%)(%)

Q: For the following week, from bellow life theme/desire, please choose things you want to do mostly or you want to solve mostly.

2-Mar9-Mar

23-Mar30-Mar

I want to bein goodhealth

I want toimprove myhealthcondition

I want torefresh mybody andmind

I want tohaveperfectbody, skin,



I want toenjoy theseason andevent



I want tomake myfriendshipsstronger


I want tomake myhusband-wive/loverrelathionships stronger

I want tomake myparents-son/doughterrelathionships stronger

I want toimproveskill andability of myJob/study

I am worryabout myfuturefinance, soI want toprepare

I am worryabout myfuturehealth, so Iwant toprepare

I want tomake myhome/belongings neatandcomfortable

30 29

39

21

17 16 16

11

40

17 15

35

28

13 13 14 13

31

25

43

2219 18 18

10

40

19 18

35

28

1316

1315

31

23

42

24

1714

17

11

34

16 16

30 29

14 1315

13

3027

45

24

15 1418

12

40

23

16

34

26

12 1216 15

0 %

10 %

20 %

30 %

40 %

50 %

I want to bein goodhealth

I want toimprove myhealthcondition

I want torefresh mybody andmind

I want tohaveperfectbody, skin,



I want toenjoy theseason andevent



I want tomake myparents-son/dought

I want tomake myfriendshipsstronger

I am worryabout myfuturefinance, soI want toprepare

I want tomake myhome/belongings neatandcomfortable


I want tomake myhusband-wive/loverrelathionships stronger

I want toimproveskill andability of myJob/study

I am worryabout myfuturehealth, so Iwant toprepare

3228

42

23

17 1618

13

41

1915

35

27

13 14 13 13

30

24

42

2219 18 19

11

39

1815

35

26

1215

13 14

30

22

44

21

16 1620

13

32

15 14

29 28

14 14 13 12

29

24

46

23

15 1518

12

39

22

16

34

27

12 13 15 14

0 %

10 %

20 %

30 %

40 %

50 %


Appendix. Purchased intention of goods/services for the next week


Alcoholicbeverages




Hobby/sports goods










2724

8

18

68

119

42

10

5 57

3 2

11

25 25

8

17

5 5

9 9

5

2

11

3 3

7

34

9

23

18

5

18

4 5

97

5

1

8

42

9

3 2 3

26

21

9

18

67

118

52

9

4 4

9

52

7

0 %

10 %

20 %

30 %

40 %

Japan（N=1,000)

Tohoku/Kanto area

Other area

Q: For the next one week, from the following goods/services which would you like to buy or use? Tell us if there is any goods/services youare now actually thinking to buy.


Alcoholicbeverages




Hobby/sports goods










28

22

9

15

6 7

1210

31

10

3 3

9

4 3

11

27 26

6

13

47

10 9

52

74

2

8

4 3

8

28

21

7

14

58

1311

6

1

9

5

1

8

4 3

8

27

23

9

14

7 6

1211

5

2

9

4 3

10

52

7

0 %

10 %

20 %

30 %

40 %

2-Mar9-Mar

23-Mar30-Mar

(%)(%)

Eat OutwithFamily

ShokujiParty/No mikaiParty

EatSpecial lmenu atHome

Alcoho licBavera ges

HealthyFoods/Suplements

Cosmetics C lothes Bags/Sho es/Fashio nZakka

Electir cHomeapplian ces

MobilePhone(ExcludedTalk/Inte

Hobby/Sport goods

ChildrenClothes/goods/Toys

E ducationa ls ervices/l essons

BeautySalon/Ba rberShop/Hai r

estheti cSalon/M assage

FinancialProducts/Insurance

Gamble/Takarakuji

27

23

9

17

68

1210

42

10

4 4

8

3 3

11

26 25

7

15

56

10 95

2

9

4 3

8

3 3

8

26

20

6

16

57

119

6

1

8

42

8

4 36

26

22

9

16

6 7

129

52

9

4 4

9

52

7

0 %

10 %

20 %

30 %

40 %


Ref.)Status of MACROMILL Monitor Status After Earthquake

MACROMILL was trying to find out the damaged caused by Great East Japan Earthquake, for Monitor who lives in area withhigh probability of being stricken-area (Aomori, Iwate, Miyagi, Fukushima, Ibaraki, and some part of Chiba), survey hadbeen send only to those who have requested to re-start response survey.* In may, we are planning to send survey to all Monitor

◆Fluctuation in Monitor number

◆Fluctuation in monitor response rate

・ Before and after earthquake, there is no substantial fluctuation in survey responses.

・ Even in Tohoku, where many areas were damaged, response rate from monitor that had agreed to re-start answer thesurvey, is remain high. However in Tohoku area, in generally, because the number of survey that can be send decreased,number of samples that can be collected also decreased, only 80% of samples are normal condition.

Number of active Monitor living in stricken-area(1-Apr-2011)Monitor structure ( 1-Apr-2011)

Stricken-area(re-startedsurvey)

3.9%3.9% (39,651)

Stricken-area( postponed survey)3.9%3.9% (39,925)

Non-stricken area92.2%92.2% (944,851) Number of active

monitor 96.1%96.1%(984,502)

9,14451,42060,564Chiba

9,1487,05116,199Ibaraki

5,2093,3208,529Fukushima

9,3836,31915,702Miyagi

3,4032,6026,005Iwate

3,6373,3236,960Aomori

Number ofpostponed survey

Number of activemonitor

Total monitornumber

※ stricken area in Chiba prefectureAsahi city, Katori city, Choshi city, Tohnosho town, Kanzaki town, Takotown, Sosa city, Yokoshibahikari town, Shibayama town, Sammu city,Togane city , Kujukuri town, Oamishirasato town, Narita city, Tomisato city,Sakae town, Shisui town, Yachimata city, Sakura city, Yotsukaido city, Inzaicity,Shiroi city, Noda city, Kashiwa city, Abiko city.

The change after the quake (MACROMILL REPORT)

Technology

Transcript of The change after the quake (MACROMILL REPORT)