Ekiten Research Institute, a research and development arm for small and medium-sized businesses operated by Design One Japan Co., Ltd. (President and CEO: Yasuo Takabatake, TSE First Section 6048), recently conducted a survey of general consumers on what they consider important when searching for information on relaxation and body care stores on a store information website. We are pleased to report the results.
[What to consider when researching store information/all responses]
*As multiple answers were given, the percentage is displayed relative to the number of respondents, and the total percentage exceeds 100%.
■Summary of survey results
Over 60% of consumers who search online for information on relaxation and body care stores place importance on "price," followed by "location/access," "coupons," and "menu/products."
In addition to basic store information such as price and location, there was also a tendency for people to place importance on specific functions and information that help them make decisions, such as "the ability to make online reservations," "the atmosphere of the store," and "the number and quality of reviews."
In addition, when looking at those who answered "I look up information about relaxation and body care stores on the web" by gender and age, the highest percentage was women in their 20s to 40s. Approximately 7% of women in their 20s to 40s answered that they place importance on "price," and nearly 6% on "coupons," indicating a strong tendency for them to want to choose stores that offer better deals.
■ Survey outline
Survey name: Survey on "What is important when searching for store information on a store information website"
Target: Men and women aged 20 to 69 nationwide
Answers: 1,911
Survey period: April 13, 2019 to May 18, 2019
Survey method: Internet survey
Research organization: Ekiten Research Institute (Design One Japan Co., Ltd.)
■ Survey results
[Respondent data by gender and age]
[What to consider when researching store information / Data from women in their 20s to 40s]
Women in their 20s to 40s, who had the highest composition ratio of those who answered "I look up store information on store information websites," placed more importance on money-related items such as "price" and "coupons" than other gender and age groups. They appear to have a strong desire to choose stores with good deals.
[What to consider when researching store information/data by gender and age]
Furthermore, when looking at the data broken down by gender and age, it was found that women place more importance on various items than men. This may be because women tend to be more careful and carefully examine various pieces of information. Furthermore, an interesting result was obtained in which men in their 20s and 30s ranked "whether or not there is a video," "frequent posting of information," and "ability to contact via email or phone" nearly 5 points higher than women of the same age.
[What to focus on when researching store information/regional data]
Looking at regional trends, we can see that in Hokkaido, people who place importance on "business hours" are 12 points higher than the overall population. Since Hokkaido has a low number of relaxation and body care stores per square kilometer, at approximately 0.1 stores*, it may be that many people carefully check business hours, taking into account the time it takes to travel. Another interesting result was that in the Kyushu region, people who place importance on "store atmosphere" and "abundance of photos" are nearly 6 points higher than the overall population.
*Calculated by dividing the number of relaxation and body care stores listed on Ekiten by the land area by region
[What to focus on when researching store information/data by household annual income]
The table above shows trends by household income. For households with an annual income of 1,000 to 1,200 million yen, "location/access," "menu/products," "payment methods," and "frequent posting of information" tend to be more popular than the overall average.
[What to consider when researching store information/data by occupation]
Looking at trends by occupation, the results showed that full-time housewives (househusbands) place more importance on "location/access," "store atmosphere," and "coupons." It appears that they tend to see convenient transportation, store atmosphere, and good deals as key points when looking for a store. Furthermore, civil servants, technical company employees, and students place more importance on "frequent information dissemination" than people in other occupations, suggesting that they have a strong tendency to seek fresh information.
When posting store information on a store information site, it is important to enrich and disseminate information that takes into account the points that are important to your target audience.
*The composition ratios in the graphs are rounded to the second decimal place, so the total may not necessarily add up to 100.
*When publishing the contents and graphs of this survey in print, on video, on a website, etc., please clearly state that it was conducted by Ekiten Research Institute.
[About Ekiten Research Institute]
Ekiten, a store review and ranking site operated by Design One Japan Co., Ltd., lists information on approximately 471 million stores and facilities across all genres, including relaxation and body care, hair salons, clinics, and gourmet restaurants. Ekiten Research Institute conducts surveys of stores listed on Ekiten to identify and research trends and issues related to store operation and management for small and medium-sized businesses.
*As of the end of November 2019.
[Inquiries regarding this matter]
Design One Japan Co., Ltd. Service Public Relations Officer
TEL:03-6908-7820 FAX:03-6421-7463 Mail:pr@designone.jp