The truth about Japanese shoppers

This article presents five 'truths' about how Japanese people are approaching shopping that will also affect the way consumer behaviour develops in the next few years.

The truth about Japanese shoppers

McCann Erickson Japan

Contents

  1. The switching myth
  2. Smartphones are making the savvy even more cautious
  3. Mobile = mobile = fast and frequent
  4. Social while private = receivers not sharers
  5. Maximizing = sharing with those closest

Introduction

What is really happening with Japanese people as they deal with on­going economic stagnation, their intense mobile lives, governments grappling with trying to implement change and a retail environment that seems to be constantly evolving with more offers and options?

Over the last two years, McCann Truth Central has undertaken a number of global studies to understand the way...

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