Not only Gen Z consumes for "Oshikatsu(*1)"! In Jakarta and Mumbai, all generations enjoy supporting their
fave
TOKYO, April 17,
2024 /PRNewswire-PRWeb/ -- transcosmos inc.
conducted its proprietary Global Online Shopping Survey in 8
Cities 2024. This year's survey focused on differences in behavior
and awareness when using online shopping site usage by Generation
X, Y, and Z, and also covered "Cross
Border E-Commerce" (Cross Border
EC).
The survey revealed that generational
differences affect certain types of online shopping behavior and
attitudes, such as willingness to buy merchandise of their fave
(Oshikatsu). On the other hand, the survey also found that
differences in cities have a significant impact on consumer
behavior.
(*1)Oshikatsu is a Japanese slang mainly used for an
enthusiastic support for idols or characters to whom one has a
feeling of devotion.
Visit here for Global Online Shopping Survey in 8 Cities 2024
full report (no translation available):
https://blog.trans-cosmos.co.jp/research/20240327_onlineshopping-survey.html
The survey revealed that generational differences affect certain
types of online shopping behavior and attitudes, such as
willingness to buy merchandise of their fave (Oshikatsu). On the
other hand, the survey also found that differences in cities have a
significant impact on consumer behavior. For example, in
Jakarta and Mumbai, consumers across all generations
showed a strong appetite in purchasing merchandise to support their
fave. When it comes to the use of cross border e-commerce,
Japan was one of the popular
shopping destinations, particularly in Bangkok and Jakarta, boosted by media advertising.
■Survey Overview
Method: Global online research panel, multilingual questionnaire
(respective local language options available)
Regions: Tokyo (Japan), Shanghai (China), Seoul
(South Korea), Mumbai (India), Bangkok (Thailand),
Jakarta (Indonesia), New
York (US), London (UK)
Respondents: Men and women aged between the ages of 11 and 58 years
old that have used online shopping
(made
a purchase) in the past 12 months
Samples: 300 x 8 cities = Total 2,400
Period: February 15 to 25, 2024
Research agency: Cross Marketing, Inc.
■Key findings
1. Significant difference between Gen Z and X in Oshikatsu
activity, while all generational in Jakarta and Mumbai actively buy merchandise of their
fave
●The survey compared the differences in online shopping behaviors
and attitudes among Gen X (born between 1965 and 1980), Gen Y (born
between 1996 and 1981) and Gen Z (born between 1997 and 2012). The
following behavioral patterns were common among all generations; 1)
check reviews before purchasing; 2) place value on genuine
products; 3) refer to review websites; 4) prefer to use virtual
functions for trying on clothing or placing items using
smartphones; and 5) prefer to shop from the same website.
●A significant difference was seen between Gen Z and X in their
willingness to "buy goods of my favorite idol or character," which
ranked 6th among Gen Z, while remaining low at 18th for Gen X. When
comparing by city, Gen Z tends to have the highest interest
overall, with the exception of Jakarta and Mumbai showing Gen Y with the highest rate. In
these two cities, Gen Z also showed a high interest, indicating
that the purchase of favorite idol/character goods has become a
popular trend among all generations.
2. Jakarta and Bangkok have high use of Japanese online
shopping sites, triggered by media coverage
●Over 70% of respondents in Bangkok, Mumbai and Jakarta said they have used a cross border
e-commerce site. Among all cities, the rate of use of Japanese
shopping sites was particularly high in Bangkok (34%), followed by Jakarta (31%)
●In all seven cities, the most common reason given for using
Japanese shopping sites was that they wanted to buy a
"product/brand that is not available in my country". In
Shanghai, Bangkok and Mumbai, many said they have used Japanese
shopping sites because they wanted to purchase items that were
"introduced as a good product on social media and blogs" and
"featured in the media as a popular product abroad."
"Although the age categories of Gen X, Y and Z differ slightly
among countries and regions, they are based on the common global
understanding that differences in the digital environment at each
life-stage are reflected in purchasing behavior and consumer
attitudes. Our study revealed that cities have a significant
influence over consumer purchasing decisions, and in many cases,
even more than generational differences. This means, when selling
abroad and via live-streaming commerce, businesses are required to
understand the uniqueness of each city before responding to the
differences between generations." commented Masashi Hagihara, an analyst at transcosmos
Global Business Headquarters.
- transcosmos is a trademark or registered trademark of
transcosmos inc. in Japan and
other countries.
- Other company names and product or service names used here are
trademarks or registered trademarks of respective companies.
About transcosmos inc.
transcosmos launched its operations in 1966. Since then, we have
combined superior "people" with up-to-date "technology" to enhance
the competitive strength of our clients by providing them with
superior and valuable services. transcosmos currently offers
services that support clients' business processes focusing on both
sales expansion and cost optimization through our 182 bases across
35 countries/regions with a focus on Asia, while continuously pursuing Operational
Excellence. Furthermore, following the expansion of e-commerce
market on the global scale, transcosmos provides a comprehensive
One-Stop Global E-Commerce Services to deliver our clients'
excellent products and services to consumers in 46
countries/regions around the globe. transcosmos aims to be the
"Global Digital Transformation Partner" of our clients, supporting
the clients' transformation by leveraging digital technology,
responding to the ever-changing business environment. Visit us here
https://www.trans-cosmos.co.jp/english/
Media Contact
transcosmos inc., transcosmos inc., +81-3-6709-2251,
pressroom@trans-cosmos.co.jp,
https://www.trans-cosmos.co.jp/english/
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