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Buyers in Japan Question Impact of Video

Few who watched videos say they were influenced to make a purchase

January 12, 2017 | Advertising & Marketing

Videos don't seem to be having much success driving potential customers in Japan further down the sales funnel. That's according to a December 2016 survey of internet users in the country conducted by Bracket, a subsidiary of ecommerce logistics provider STORES.jp.

Internet Users in Japan Who Have Made a Purchase Directly Inspired by Digital Video Content, Dec 2016 (% of respondents)

eMarketer estimates that Japan already has a significant number of digital buyers, projected to number 79.5 million this year. More than eight in 10, or 83.3%, of internet users in the country over the age of 14 will make a digital purchase in 2017.

However, Bracket's survey found that only 13.9% of respondents had been influenced to make a purchase after watching a digital video.

Of the relatively small number of respondents who said that video had influenced a decision to make a purchase, more than half (51.6%) said the brand's world view or philosophy had swayed them. The same percentage were affected by footage of the item being used. In comparison, only 40.6% were motivated to buy something after seeing an instructional video, and just 3.1% by watching other users talking about the item for sale.

Among product categories, apparel and accessories appeared to benefit the most from promotional videos. Bracket's survey found that more than one-third (35.9%) of video viewers bought clothing as a result of watching a video, while 29.7% purchased a miscellaneous fashion items like handbags. That was followed by accessories (28.1%), beauty and personal care products (23.4%), food (23.4%) and beverages (18.8%).

There are signs that the number of digital buyers in Japan is close to its ceiling, with eMarketer projecting that the annual growth rate of such purchasers will dip to 1.5% in 2017 and then stay below 1% through our forecast period.

—Rahul Chadha

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