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A Third of Internet Users Surveyed in Japan Find Digital Ads More Beneficial

Half have purchased food and beverages after seeing related ad

April 24, 2017 | Advertising & Marketing

Digital ads seem largely ineffective at influencing Japanese internet users, who were surveyed, to make any sort of purchase, though when it comes to food and beverages there may be some qualified success.

Product Categories Purchased/Actions Taken by Internet Users in Japan After Seeing a Digital Ad, March 2017 (% of respondents)

While just one-third of internet users surveyed in Japan find digital ads to be at least more beneficial than annoying, according to Creative Japan, nearly half have purchased food and beverages after seeing a digital ad.

About a quarter of internet users surveyed in March 2017 said they’ve purchased books, music, DVDs and other entertainment products after seeing a related digital ad. A similar proportion made purchases after seeing digital ads for cosmetics, pharmaceuticals and health food, and 22% said the same for digital ads related to home furnishings and appliances.

However, bank and financial service ads were a nonstarter in terms of motivating purchases, as were digital ads related to travel or events.

In fact, of the 16 select categories listed in Creative Japan’s study, only four saw purchase response rates over 20%.

Overall, nearly 40% of internet users surveyed have never even clicked on a digital ad, Creative Japan found.

Whether or not digital ads motivate purchasing in the country, according to this study or on a large scale, many people are nevertheless buying online. eMarketer estimates that over 83% of internet users in Japan will be digital buyers in 2017.

—Ben Clague

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