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- Singapore, Thailand, Malaysia, Indonesia ~
Copyright © 2015 MicroAd
Southeast Asians’ Perceptions Towards
CHERRY BLOSSOM...
Survey Outline
Methodology: Online Questionnaire via GMO Research’s
consumer panel "ASIA Cloud Panel”
Survey Period: 2nd –...
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%
2...
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%
6...
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...
Copyright © 2015 MicroAd
4. Where do you think is the best place for cherry blossoms
viewing in Japan?
0% 10% 20% 30% 40%
...
Copyright © 2015 MicroAd
5. How did you come to find out about places for cherry blossoms
viewing in Japan?
0% 20% 40% 60% ...
Copyright © 2015 MicroAd
6. How much do you think cherry blossoms would affect
your decision to visit Japan?
0% 9% 18% 27%...
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
Sh...
7b. Have you purchased the following products (made/flavour) of cherry blossoms?
(i) Desserts/Snacks (e.g. ice cream, cake,...
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
Sh...
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%...
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
News...
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...
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/S...
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%
4...
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
Sh...
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...
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
S...
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...
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...
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%...
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%
5...
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
...
MicroAd is the pioneering ad platform company in Japan and has
expanded its presence across the Asia region. Dedicated to ...
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MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms

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MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms

  1. 1. - Singapore, Thailand, Malaysia, Indonesia ~ Copyright © 2015 MicroAd Southeast Asians’ Perceptions Towards CHERRY BLOSSOMS Survey 2015
  2. 2. 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%) Copyright © 2015 MicroAd
  3. 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. 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. 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. 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 don’t know Hokkaido (top 5 answers) I don’t know Hokkaido Tokyo Kyoto Osaka Kyoto Osaka Tokyo I don’t know I don’t know Hokkaido Hokkaido Tokyo Osaka Kyoto Tokyo Osaka Okinawa
  7. 7. Copyright © 2015 MicroAd 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% Internet Friends/Family Television Flyers/Brochures Internet Magazines Magazines Books Television Friends/Family (top 5 answers) **Excluded those who answer “I don’t know” in Q4. Books Magazines Magazines Television Books Television Friends/Family Internet Internet Friends/Family
  8. 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. 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/flavour) of cherry blossoms? (i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)
  10. 10. 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) 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. 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/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%
  12. 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/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
  13. 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/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%
  14. 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/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
  15. 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/flavour) of cherry blossoms? (iv) Cosmetics/Fragrances Top 3 sources of information 42% 58% Yes No 38% 62% 28% 72% 29% 71%
  16. 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/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
  17. 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/flavour) of cherry blossoms? (v) Skin/Body Care Top 3 sources of information 45% 55% Yes No 32% 68% 28% 72% 39% 61%
  18. 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/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 Copyright © 2015 MicroAd
  19. 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. 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. 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. 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. 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. 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. 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 “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: overseas_info@microad.jp About MicroAd Copyright © 2015 MicroAd
  • janepathomporn

    Sep. 2, 2015

MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Cherry Blossoms (Singapore, Thailand, Malaysia, Indonesia)

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