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The vast majority of women in Japan who have a new baby or toddler buy baby items online at least sometimes—but according to 2015 research, they’re also still heavily reliant on offline purchase channels.
In November 2015, Yano Research asked mothers in Japan whose first child was age 2 or younger about their ecommerce habits. More than three-quarters of those polled (78.9%) purchased baby products via digital channels.
Mothers were split on how much they relied on digital for these items, though. Around one in four said they purchased baby products about equally online and offline. About two in five said they bought baby items more frequently in physical stores—but nearly the same share said they more frequently purchased via digital channels.
Overall, mothers in Japan are most likely to rely on children’s and baby specialty stores for a variety of baby items—whether they make digital purchases or not. More than nine in 10 respondents said they bought baby supplies at such stores, along with 90.0% who bought baby wear there, and more than half who purchased a stroller from a specialty shop.
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