In Japan, there are 1.1mil young people who like old music. This audience are 16-24 and say they love listening to music from the 60s’, 70s’, and 80s’ decades. Young people who like old music say they like to maintain traditional gender roles and are money driven.

87% of internet users in Japan 16-64 own a smartphone. Predictably, the likelihood of not owning a smartphone increases with age – 4% of Gen Zs don’t own one compared to 19% of Baby Boomers. The adoption of Smart Home Products has been slower in Japan compared to markets such as the US and the UK.

26 million people aged 16-64 in Japan are Uniqlo consumers. 40% of this audience watch music videos on YouTube. They are also 1.2x more likely to stream a concert or music festival online. Find out more about this audience in our report.

When profiling audiences, often consumers can be perceived to have the same behaviours and mindset just because they fall within the same demographic group. However, it is interesting to see how different two AP DNA Segments can be even though they fit the same demo profile. For example, Sports Obsessed and Tech Heads are both men who skew 16-34. But despite having the exact same demo, they have a very different personality profile, and this should be taken into consideration when communicating with them.  Have a look at the AP DNA Segment comparison here!

Our DNA Segments measure a true cross section of the population, ensuring there are no gaps. Our DNA segments have a behavioural and interest focus which captures who we truly are. The DNA segments are not mutually exclusive as we are all wear different personality hats at different parts of the day. Take a look at our DNA Segments in Japan.

With the recent announcement from Fortnite saying they would be launching a concert series, creating a new tour stop for artists, we thought we’d take a look at the current profile of Fortnite players across Japan. It seems like it was a good call, Fortnite fans were 3.5x more likely to attend gigs (pre-COVID) and 53% regularly stream live concerts. Reach out to us at APInsights@audienceprecision.com if you would like more insights.

It’s less than 3 months ‘til Christmas, so we thought it was time to take a look at the profile of the 2 million people in Japan that just can’t wait to get into the festive spirit with some cheerful Christmas/Holiday music! What DNA Segments have the highest affinity? What brands do they love? What social channels are their favourite… Jump into the report to get a profile on this audience, and reach out to AP if you want to know more about this festive audience!

Winter Sports Fans: As we approach winter, AP has a closer look at fans of Winter Sports | 33% of Winter Sports fans stream music at least 30 mins a day. Their top 3 music genres are Oldies / Rock & Roll, Classic Rock and Soft Rock.

Selfie Queens and Wallflower are two AP DNA segments that skew female and age 16-34. Despite having very close demos, they have very different identities.

Monthly Report Highlight

In Japan, 80% of Girl Gamers visit YouTube in an average month, making it their top social media platform. Of those who use YouTube, 56% are on it more than once a day. Their top activity on the platform is watching music videos, followed by trailers for video games.

There are 16 million Disney fans in Japan. Almost two thirds of the audience are female (63%) and over half are aged 25-44. Disney Fans in Japan are usually the first to discover new music. They are 1.6x more likely than the general population to stream music videos on YouTube.

In Japan, 70% of Young Families visit YouTube in an average month, making it their second favorite social media platform behind LINE. Of the Young Families who use YouTube, 31% are on it more than once a day. Their top activity on platform is watching music videos followed by TV shows or clips. In this one page snapshot, we look at the frequency breakdown of Young Families on YouTube and what their top 5 behaviors on platform are.

This month we jump into the alcohol brand category to look at the consumer & music profile of the most popular beer in Japan. Can you guess the most popular beer in Japan? If you guessed Asahi, you are correct! 18 Million people in Japan consumed Asahi in the last month. Asahi drinkers are more likely to be Brand Buyers, 33% of them regularly live-stream concerts, and they are 1.3x more likely to be fans of Mariya Takeuchi! We measure thousands of brands and can create one of these reports on any of them. Get in touch with us if there is a brand you want to deep dive into!

What are the top 5 music genres each generation say they enjoy listening to? Do Millennial's enjoy listening to Rock? Does Gen Z prefer Hip Hop or Rap? Does Gen X enjoy Hard Rock or Soft Rock more? Find out more inside. For a full list of genres, please reach out to AP!

Out of 46 countries, Japan has the lowest percentage of smartphone ownership.
Australia, Canada, the UK, and the U.S. are all ahead of Japan by at least 4pts.

In the 12 months to March 2020, YouTube was the highest reaching social media platform in Japan, but there has been some decline in 3 years ... Take a closer look at the current social media landscape here!

Top AP Report for the month.

In March 2020, 3.3 million people in Japan said Racial Equality was one of their top 3 causes they care very strongly about. The majority of these people are also interested in Music - with 90's Music, Pop / Top 40, and R'n'B some of the top music genres they enjoy listening to.

43% of the global online population 16-64 say they will be shopping online more frequently when the pandemic ends. Free delivery and reliable delivery are both highly valued by consumers, with half of consumers globally stating these two factors will be more important to them post-pandemic than they used to be.

Globally, 46% of the population say they would rather sign up for a membership to a service or product than pay extra to own it. Take a look at the top paid subscriptions in the USA, the UK, Canada, Australia, and Japan.

Want insights, but not sure where to start? This document outlines each of the different types of insights & strategy reports we can provide, customized to your needs.

Snapshot of the Soundcloud audience in Japan.

Quick stats about TikTok users in Japan.

Meet the DNA Segments in Japan.

We want to share our DNA segment philosophy with you, to provide you with insight into how and why we have built out the segments that exist within our segmentation model.

We have identified the top segments who are most likely to live stream music concerts now during the COVID-19 crisis.

Quick stats containing the top 5 reasons why people in Japan use social media, and the top 5 types of people they follow on social media.

Everything you need to know about Rap Music Fans in Japan.